Transcript
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Welcome back to BB growth. This
is James Carbery and I'm joined today by
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Josh Steinley. He's the founder and
CEO of influence, or INC, and
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today we're going to be talking about
Josh's seven part framework for thought leadership.
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It's a framework he calls the seven
systems of influence and I'm really excited to
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get into it. So, Josh, how you're doing today during fantastic.
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Thanks so much for having me on. James, I have been loving the
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content you're putting out on Linkedin the
mastermind group. You're doing. You're just
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putting out an enormous amount of content
around thought leadership and I think it's really
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timely. It's feels like a lot
of companies are trying to figure out how
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do we do this, and the
first, the first question that I have
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for you, Josh's. Why is
thought leadership something that you've decided to really
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hang your hat on? I mean, you've come built your thought leadership around
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thought leadership. So why is this
topic something you're so passionate about? This
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gets me excited because I know that
everybody out there has a message or a
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story or an experience or some sort
of knowledge that they can share with an
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audience and change those people's lives.
And it doesn't matter how little experience you
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have. I've seen sixteen year olds
who are effective thought leaders. Doesn't matter
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how old you are. If you're
old, you got tons of experience.
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But everybody has experience that they can
share through a certain medium, whether it's
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writing or video, audio or something, and there's somebody out there who needs
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that information and who won't listen to
anybody else. And so my job,
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I feel like, is to teach
people how to get their message out there
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and do it in a way that
it impacts that audience and changes the world,
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or changes the world for at least
that one person. Yeah, and
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and we didn't. I didn't mention
this in your intro, but you're also
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the founder of a marketing agency,
Mwi. So how has thought leadership for
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you personally impacted the growth of,
you know, on your businesses, both
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Mwi and obviously what you're doing with
influencer ink as well? Well? Let's
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all started with mw I, because
I started my marketing agency one thousand nine
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hundred and ninety nine and I was
twenty four. As a college student.
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I had no clue what I was
doing. I had no rights starting a
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business or trying to employ people,
but I did it anyway, like we
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all do. So I ran this
business that kind of flailed around and failed
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its way forward for thirteen years.
So fast forward two thousand and thirteen and
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I'm now going out of business again
for the ten time, or at least
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almost going out of business, and
I was casting about trying to figure out
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what can I do that I haven't
done before, and I went to a
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friend of mine who did PR and
I said, Hey, can I do
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pr to get more clients? And
she said Yeah, you could, but
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really what you should be doing is
you should be writing for these publications.
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And she got it. Me An
introduction with an editor at Forbes magazine.
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They signed me on as a columnist. Then I started writing for Forbes and
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that changed my life because as I
wrote for Forbes and I had that credibility
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of that Forbes name, we started
getting all sorts of leads into the business
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and my business had had spurts before
where it did okay for a little while
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and then I'd go back down and
almost go out of business and then we'd
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recover. But this time something was
different because when I started writing for Forbes,
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we started getting so many leads in
that we just shot way beyond where
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we had ever been before. And
so now fast forward to today and I
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can track over ten million dollars in
revenue back to the articles that I wrote
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for Forbes and some of these other
publications. And so that's what thought leadership
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did for me. I mean we
have offices and places around the world now.
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We have an office in Hong Kong. I spent some time over there
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in Asia and it completely changed the
trajector of our business and of my life,
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and it was just writing some articles
and sharing what I knew. So
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I'm a huge believer and thought leadership
because of that personal experience. I love
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it. I Love I've I've had
very similar experiences writing for writing for Huvington
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Post and writing for business insider,
and I know firsthand how this stuff works.
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But it's not it's also not just
limited to kind of almost a lucky
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break that you had in writing for
Forbes. You can do a lot of
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this stuff through channels that you own, like creating thought leadership through your own
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linkedin channel, now that Linkedin is
such a big content platform, now having
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your own podcast, doing video series
on Linkedin. I think there's so many
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different ways that people can establish that
leadership. We're going to get into that,
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but before before we dive into your
system, Josh, which try to
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love. It's it's a seven part
framework that you've put an enormous amount of
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thought into. Before we start diving
into into the seven systems of influence,
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I first want to ask you and
when you think about thought leadership, and
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I know a lot of companies are
thinking about this stuff now, do you
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think about thought leadership in terms of
building thought leadership around a logo or do
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you think about it in terms of
building thought leadership around humans within your company?
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I think of it primarily around a
person, because people do business with
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people that they know, like and
trust. You never hear people say that
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they do business with a logo that
they know, like and trust. We
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can't get to know a logo.
It's hard to trust a faceless corporation,
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but when you see a smiling face
and you get to know that person,
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or at least know something about them, you start to feel more comfortable with
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that brand. Think about Richard Brandson. He's got three hundred and fifty companies
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or something, but he's the face
for every single one of them. I
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have no idea who the CEO of
virgin are is. You just know about
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Richard Branson and I have no idea
who really runs virgin music. I just
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know Richard Branson and they're leveraging his
personal brand and his thought leadership. He's
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got all these books out there,
he speaks, he does news appearances and
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everything. So they're leveraging his thought
leadership in his personal brand to grow all
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these businesses. Is and now,
of course, he's so famous he can
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launch pretty much anything and they've got
a good shot at success just based on
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the power of his personal brand.
Now, that's an extreme example, but
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when I started out I was a
nobody. Nobody knew who I was.
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I was in Utah, I wasn't
in a major metro, and yet here
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I am. I can track ten
million dollars in revenue back to my business
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and there's so many other people out
there who have developed a personal brand and
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then leveraged that to grow a business
to seven figures, eight figures and beyond.
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Yeah, I'm seeing it a lot
in just the BB Sass community.
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So you're seeing companies like Gong do
it. First with Chris or lab and
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now Devin Reid and Sarah Brazier.
Terminus did it with Sangraum vager, a
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WHO's, you know, one of
their co founders. outreaches doing it with
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Scott Barker and Knox Out Shuler.
So you know the BEC brands. Obviously
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the the the Virgin Richard Branson story
is great, but and Elon Musk and
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steve jobs. You have those stories. But seeing it actually apply to the
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use case of like a BB SASS
company, which is a lot of folks
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listening to this show, and seeing
the success of what drifted with Dave dear
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heart and David cancel. It's working
and I think people are so much more
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likely to resonate with a human face
than they are a logo. So I
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were very aligned in our thinking there. Joshua, want to dive into your
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seven part framework because I think people
are going to walk away from this with
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so much tangible content that they can
go and apply to building thought leadership.
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Before we dive into this framework,
do you want to give us what led
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to you building a seven part framework
around the stuff? Well, was following
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up from my experience with Mwi,
where I was writing for Forbes and other
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publications and then generating all this revenue
for the business. That really sparked my
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attention because I thought, well,
Gee, this kind of happened to me.
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It was kind of an accident.
It was one lucky break after another,
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and so I started looking at at
this and sane, well, what
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really happened here? How can I
dissect this and how can I repeat this
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process and how can I repeat it
from myself? But then, as my
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personal brand grew, because I had
the articles and so people knew about me,
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and then I that led to speaking
opportunities and it led to a book
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deal and so people, some people
knew who I was, and so I
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started getting people coming and saying Hey, can you coach me on how to
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do this, and I'm thinking,
I don't even know how I did it.
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I got lucky, like, how
do I coach you on how to
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get lucky? I don't know.
Go Talk to my friend who got me
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into Forbes. That's how I got
lucky. But when I started to sit
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back and analyze that, I realized, okay, well, I did this
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thing and I did this thing,
and then I started piecing together this puzzle,
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these steps or this formula and then
I started look applying it to other
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people and saying, well, does
this apply just to me or does this
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apply to other people? And so
I started researching other people and how they
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became highly influential. And as I
did that research, that's how all these
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pieces came together. And it wasn't
that I came up with seven systems just
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all one day. It was more
like, okay, here these three systems
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and then wait, now there's number
four, and then there's number five,
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and I got two six and I
stuck there for a long time and I
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knew there was something missing, and
then I found number seven, and so
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they've come together over the past several
years as I've been researching this. But
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the spark was really what happened to
me and then saying how can I repeat
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this, and then how can I
help other people to do this as well?
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Yes, I love it, all
right, so let's let's dive into
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these seven systems. Josh, the
first one, you you say, is
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it? System Number One is vision. Talk to us about this, this
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first system. So this is pretty
straightforward. You want something, you got
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to have an idea that you want
it, otherwise you're never going to get
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it right. I mean that's just
logical. And so you have a vision.
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The more clear your vision can be
of what you want, the more
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likely you're going to achieve it.
This is kind of influence. One on
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one, you got to have an
idea, a plan, a goal and
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objective in your head. So that
system number one. Now there are a
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lot of details that go into that, like figuring out who, what your
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values are and your core roles and
the things that you really want to focus
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on. Sometimes we come up with
a vision and we think we've got a
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good vision, but then later we
realize, you know, a those somebody
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else's vision. It wasn't really my
vision that I really wanted to do accomplish.
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So there are all sorts of details
you go can get into, but
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the point really is there's something you
want to do, that you want to
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turn from just an idea in your
head into reality, and that could be
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something big, like I want to
start a hundred million dollar company, or
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it can be something small, like
I'm trying to get my ten year old
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to take the trash out today.
Both of those are objectives. Both of
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those require influence to turn them into
reality. Did you have this vision with
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Mwi or the influencer ink or maybe
any of your can you share some vision
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from the clients that you've worked with
as you're helping them develop their thought leadership?
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Sure so, with influencer ink,
for example. So I run a
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mastermind and we have these people in
this master mind who are trying to figure
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out how do I leverage my influence, my personal brand, the things that
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I know to grow my business?
And we have this woman in one of
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our groups and she works with index
funds and investment funds that are trying to
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raise money. She's raised over eight
billion dollars for these funds and she finally
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figured out that she wasn't finding satisfaction
raising money for the really big funds.
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She wanted to help the underdogs,
she wanted to help the little guys and
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she wanted to take back a chunk
of the investments that are managed by these
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huge index funds and give it to
the smaller companies. And so that was
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her vision, but she had sat
on it for two years and she wasn't
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doing anything. When I met her
and we sat down, we had one
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conversation. We talked about her vision
and we talked about some of the other
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steps. And she went away from
that first meeting and she had to speaking
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engagement the next day and she got
up and she explained her vision to the
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audience. She said it was the
one of the scariest things she's ever done
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because she was really putting her heart
and soul out there and she shared with
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the audience. She said this is
what I want to do, this is
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what I want to accomplish. I
want to take back this chunk from the
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big funds, give it to the
little guys, the underdogs, and help
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them. And afterwards she said she
was just flooded with people coming up and
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talking to her and saying, I
want to help you with this. How
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do I get involved? How can
I be a part of this? And
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she went back to our company the
next day and set or changing everything.
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We are changing the direction of this
company. This is what we're going to
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do. So just clarifying her vision
was a huge step for her. That
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took something she had just been sitting
on for two years but turned it into
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action. That then led to big
changes in her business the very next day
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and now she's well on our way
to this. But that just goes to
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show how having a clear vision,
can impact behavior, can make changes and
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then change your life. Absolutely all
right, Josh, your second system is
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called Genius Zone. Talk to us
about this one. So I got this
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idea from reading a book called the
big leap by Gay Hendricks, and that
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book he explains how we each have
a certain overlap of skills, knowledge,
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experience and much that that make us
unique and different from anybody else. So,
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for example, I've run a Marketing
Agency for the past twenty years.
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So I know a lot about marketing, but compared to everybody else out there
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who knows marketing, I don't really
know that much. I mean, you
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can find twenty other guys who have
started marketing agencies. You can find a
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million other people who know a lot
more about marketing than I do. So
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by itself, marketing doesn't that's not
my genius. Son. You could call
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it one of my expert zones,
but it's not my genius. So the
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magic of the genius own is that
it's in the overlap. So let's take
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another expert zone that I have,
which is skateboarding. I grew up skateboarding,
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I love skateboarding. My ten year
old skateboards now. I still go
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out with them and hurt myself sometimes. And I know a bit about the
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skateboarding industry, having grown up with
it and I used to run a skate
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shop and I have friends who are
in the industry and everything. So I
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know a bit about that, but
compared to other guys in the skateboarding industry,
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I don't know that much. I'm
not that's not my genius own either.
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But now let's take these two things
when we overlap them and we say
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how many people in the world know
as much about marketing as I do the
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way that I do and know as
much about skateboarding as I do? When
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we overlap those two things, now
that makes me unique because there might be
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ten or twenty people in the world
who know them as much about those two
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things as I do. So that's
something I could say this is my genius
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zone, marketing skateboarding, and I
could go to a Nike or an Adidas
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and say, Hey, I know
marketing, I know skateboarding, I can
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help you sell a ton of shoes
to teenage skateboarding kids and I would have
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a credible claim to make that pitch. So that's the power of the genius
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own. The great thing that I
love about the genius zone is that it's
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not all about your strengths, it's
also about your weaknesses, because your weaknesses
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are also experience that you can leverage
as part of your genius sown. So
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you might be a terrible speaker,
let's say a terrible public speaker, but
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because you're a terrible speaker, you
understand the challenges that terrible speakers face and
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so you go out and you say, well, I want to help people
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become better speakers. Now that weakness
becomes a strength because when you combine that
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with other talents that you have,
now you've got this empathy in this understanding
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that you can bring to the table
and you can reach people with that that
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other people simply can't reach. I
mean like as an entrepreneur. I've been
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an entrepreneur for the past twenty plus
years and I've experienced so much failure and
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so much heartbreak in my business is
but because of that I have an edge
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over these guys who have never experienced
that. I have friends who the first
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business they started was successful from day
one and now they're multimillionaires. They don't
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know what it's really like to go
through hard times, but I do,
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and so I can leverage that as
part of my genius son, if I'm
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reaching out entrepreneurs who are also struggling
and that gives me an edge. Does
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that make sense? It does,
it does. So. So first you've
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got to figure out your vision,
your objectives, where am I trying to
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go? Then you start to figure
out, okay, based on my expertise,
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my background, my interests, it
sounds. It sounds like where is
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my zone of genius? Can you
share maybe maybe an example from you're working
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with so many people on this stuff. I'm going to keep going back to
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having you share examples of people that
you've helped or mentored through this stuff.
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You share with US maybe an additional
example to your genius zone, maybe somebody
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else that you've worked with what their
genius zone look like? Sure, Blake
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Hanson, this is a guy in
my mastermind as well, and this is
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one of my favorite ones because I
cannot wait to read this guy's book when
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he writes it, and I'm pushing
him hard to write this book. And
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Blake's experience is that he has started
three successful separate companies. Now, everybody
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will tell you in the entrepreneurial world
you got to focus on one thing at
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a time. You can only run
one business. You can't run two business
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as well. If you try to
do multiple things at the same time,
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it'll never work out. You gotta
focus. You got to focus. This
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is what everybody tells you. And
then Blake comes along and he's got these
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three businesses doing a combined I'm not
sure of sixty, seventy million or something,
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but these are real businesses and he's
done it and he's got these three
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businesses and he's not working a hundred
hour weeks, he's not going crazy,
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he's not stressed out or anything.
He's doing fantastic. Well, how did
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he do this? Well, he
came up with a model and said I
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want to start multiple businesses at the
same time and everybody's telling me no,
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but if I do these things this
way, I can make this work.
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And a lot of that is through
strategic partnerships and hiring the right people and
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stuff. But he set out with
that vision in mind and now he's done
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it and now that's his genius.
Own Is he is the guy who knows
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how to run multiple businesses at the
same time. So it's an intersection of
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expert zones like entrepreneurship and business and
leadership and architecting, and then you add
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this piece and there of running multiple
businesses. That's one of his expert zones
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and when you combine it with the
others, he's got this really unique genius
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son. That's not common. I
love it all right, the third system,
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Josh here's audience. This is something
that I think the listeners of this
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show are going to their ears probably
just perked. Everyone seemed ere. Everyone's
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trying to figure out how do I
grow an audience? How do we grow
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an audience? We hear this a
lot with our customers. How do we
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grow an audience for our podcast?
So talk to us about this third system
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audience. So audience is the biggest
mistake people my make with audience is they
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try to go too broad. They
try to capture everybody. Right, you're
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writing a book. WHO's IT for? Oh, it's for everybody. Now
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it's not. You write a book
for everybody and nobody will read it.
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Right. It's like they say,
the riches are in the niches. So
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you've got to focus down in.
The thing that's funny with most people is
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a lot of people, a lot
of people, a lot of companies.
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If you ask them how many new
clients do you need to get to completely
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change your business change in your life? For a lot of people the number
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is not that big. I mean, if you're an executive coach, it's
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like five or something. If you
could sign up five clients, your whole
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life would change. And if you
run a consulting agency, maybe it's ten
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or twenty clients or something. And
if you're in a SASS business, of
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course you want to get a million
clients or something. But still the point
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holds, which is there are more
than enough customers of your ideal customers out
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there for you only to focus on
the ideal. So why spread yourself then,
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when you can go after the absolute
ideal? So my whole job with
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the audience system working with clients is
helping them to narrow down further and further,
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and so I always ask who's your
ideal customer? I mean take your
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best customer. What does that look
like? And they'll start telling me details
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and then I'll ask questions like well, wait, what you just told me?
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You didn't narrow down by geography,
like would you rather work with a
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client that's in your country and speaks
your language? Or client that outside of
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your country and doesn't speak your language
and now you have to translate into two
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languages on your website and it's more
work. Well, yeah, I guess
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I'd prefer to work with people in
my own country, but then I'm excluding
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these people that I could get over
there. Don't worry about that. If
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there are ten million potential clients in
your country and you can only handle two
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hundred thousand, why are you going
overseas to this other market? That just
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means that much more work. Why
are you not narrowing down on this niche
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that you've got right in front of
you and you can really narrow that down
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to day? Sometimes, Hey,
you're based in Boston. Maybe your ideal
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client is people in Boston, because
maybe some facetoface matters with your audience.
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So why not do that? Do
you hate travel, then? Why are
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you targeting people who are across the
country when you could just be targeting people
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that don't require you to travel more
than a little drive away? And would
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you rather work with clients who have
money available to spend, because I've got
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ten million in the bank, or
somebody who has to put it on a
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credit card? Would you rather work
with a client to is searching for your
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product or somebody who needs to be
educated about your product. So they're all
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these different questions that you when you
put it that way, when you say
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this or this, people say well, yeah, of course I would choose
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this one. And yet when you
look at their marketing plan, that's not
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what they're doing. In their marketing
plan. They're spreading themselves all over the
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place and trying to target all these
this broad demographic. So when you really
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and narrow it down and you say, okay, I've got this really focused
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audience, maybe I've got ten or
twenty different points that make them my ideal
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audience, then that affects everything else, because then you can say, well,
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now this feeds into the kind of
content I'm going to create and where
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I'm going to place that content and
how I'm going to target this audience,
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whereas when you're spread then you have
to go broad and then you're wasting a
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lot of dollars. Hey, everybody, logan the sweet fish here. If
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you've been listening to the show for
a while, you know we're big proponent
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of putting out original, organic content
on linked in. But one thing that's
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always been a struggle for a team
like ours is to easily track the reach
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of that linkedin content. That's why
I was really excited when I heard about
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00:22:26.140 --> 00:22:29.619
shield the other day from a connection
on, you guessed it, linked in.
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Since our team started using shield,
I've loved how it's let us easily
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00:22:33.130 --> 00:22:38.529
track and analyze the performance of our
linkedin content without having to manually log it
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00:22:38.609 --> 00:22:45.240
ourselves. It automatically creates reports and
generates some dashboards that are incredibly useful to
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00:22:45.319 --> 00:22:48.000
see things like what content has been
performing the best and what days of the
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00:22:48.039 --> 00:22:52.839
week are we getting the most engagement
and our average views proposed. I'd highly
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00:22:52.960 --> 00:22:56.480
suggest you guys check out this tool
if you're putting out content on Linkedin,
340
00:22:56.720 --> 00:23:00.630
and if you're not, you should
be. It's been a game changer for
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00:23:00.789 --> 00:23:03.869
us. If you go to shield
APP DOT AI and check out the ten
342
00:23:03.910 --> 00:23:07.789
day free trial, you can even
use our Promo Code B to be growth
343
00:23:08.069 --> 00:23:12.660
to get a twenty five percent discount. Again, that's shield APP DOT AI
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00:23:14.099 --> 00:23:18.380
and that Promo Code is be,
the number to be growth. All one
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00:23:18.460 --> 00:23:23.900
word. All right, let's get
back to the show. We figured that
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out with US knowing that our sweet
spot client is a VP of marketing and
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a BB SASS company with fifty plus
employees, and having that clarity it makes
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everything easier, the type of content
we know we need to create, the
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type of people we need to reach
out to to get on as a guest
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on me to be growth. Doing
content based network just makes everything so much
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cleaner and so much easier. Whenever
you have a very crystal clear idea of
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who your ideal buyer is, what
does that look like for you? Josh,
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it at both them. Wi and
influence rank well. For me,
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I start with WHO I am and
I say my ideal client is going to
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be somebody who looks a lot like
me. I mean not physically looks like
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me, but somebody who has the
same characteristics, because I'm going to understand
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that person better, I'm going to
relate to them better. So I try
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to focus on entrepreneurs because that's why
I'm at heart. I'm an entrepreneur.
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I've got an entrepreneur brain. That's
how my mind works. It's just easier
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for me to relate to entrepreneurs and
I wrote a book a few years back
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and I interviewed CMOS at Fortune,
five hundred companies for that book. So
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I feel like I understand executives too, but I've never really been in that
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world. That's not the world that
I live in. I live in the
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startup world with entrepreneurs, and so
although I could go out and do executive
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coaching or masterminds for these executives,
I focus on entrepreneurs because I can relate
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to them. They're like me,
we speak a common language. Is just
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so much easier to narrow down to
that. So with Mwi we've gotten a
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little more spread out than that because
we have other people on the team and
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they have their own areas of genius
and so we can use those as well.
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But typically we're working with SMBS,
smaller medium businesses. I mean we
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have some large clients, Marriott,
Sony, that we've worked with, but
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typically were working with smaller businesses because
we know what they're going through, we
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can relate to them, it's easy
to speak their language. I love it
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all right. This fourth system here, Josh, is content. So once
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you've gotten clarity around your audience,
this this is a this makes perfect sense
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to me that the next step is
content. Talk to us about this.
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So another mistake that people make is
they usually jump to content first. So
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you're in your business, you need
clients, you're looking at marketing and you
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say go write something, go produce
something, go make a video, and
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people just want to jump straight into
content. Let's do a podcast and if
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we do this podcast still bring in
a bunch of business. Well, wait,
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why are you launching this podcast?
WHAT'S THE VISION? Why should you
383
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be doing this? What's your expertise? What's your genius own who are you
384
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even targeting here? Who's your ideal
audience? So people leave out these first
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three systems and then they get to
the content and it's like setting sail in
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a boat without a rudder. It's
like getting into your car and you haven't
387
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set up GPS yet and you're just
like, well, I just need to
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get drive it. It's like,
well, maybe you're going in the wrong
389
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direction, maybe you should sit down
and figure out where you're going before you
390
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actually start driving. And that's why
we go through the first three systems and
391
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then we get to content and then
it becomes really easy, because content is
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three things. It's your message,
what you're saying, it's your channel where
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you're delivering it, and it's a
call to action. It's whatever you want
394
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the audience to do once they hear, read, see your content and process
395
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it. So, but once you
know those first three it becomes pretty clear
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because you say, okay, who's
my ideal audience? Where do they hang
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out? So, for example,
when I started writing for Forbes and it
398
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start generating all these leads, I
thought well, man, I'm onto something
399
00:26:53.150 --> 00:26:57.549
here. This is great. Hey, they're all these other business publications out
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there. What if I could write
for them too and write the same type
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00:27:02.420 --> 00:27:06.140
of content? I could double,
triple, quadruple the lead flow that we're
402
00:27:06.180 --> 00:27:10.180
getting. So I got signed up
for Entrepreneur magazine and I took some of
403
00:27:10.220 --> 00:27:12.420
my articles from Forbes that had generated
a lot of leads and I thought,
404
00:27:12.420 --> 00:27:17.210
okay, I'll just rewrite these to
be different and unique but essentially the same
405
00:27:17.250 --> 00:27:21.410
type of content, and I'll put
these up on entrepreneur and then we'll have
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00:27:21.529 --> 00:27:25.410
double the leads coming in. And
I did that and we got no leads,
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00:27:25.569 --> 00:27:27.970
like zero leads from entrepreneur and I
couldn't figure it out because I'm like,
408
00:27:29.250 --> 00:27:33.039
this is essentially the same article.
Why is it generating millions of dollars
409
00:27:33.119 --> 00:27:38.680
of leads on Forbes and zero on
entrepreneur? In the answer was my audience
410
00:27:38.799 --> 00:27:41.759
was on Forbes. They weren't on
entrepreneur. That's just not where they were
411
00:27:41.839 --> 00:27:45.349
hanging out. So you look at
your ideal audience, you ask where are
412
00:27:45.390 --> 00:27:48.950
they hanging out? That's where you've
got to put your content, otherwise you
413
00:27:48.990 --> 00:27:53.750
get no results and this next part
or you've got your message first, which
414
00:27:53.950 --> 00:28:00.460
is my artist. I have one
article on Forbes that generated like ninety percent
415
00:28:00.539 --> 00:28:03.059
of the results that we got,
and the reason why is that it had
416
00:28:03.099 --> 00:28:06.740
the right message, that hit the
right audience in the right way at the
417
00:28:06.779 --> 00:28:11.059
right time, and it was an
article on how to hire an SEO firm.
418
00:28:11.140 --> 00:28:14.210
We were really heavy into Seo at
the time, search engine optimization,
419
00:28:14.890 --> 00:28:18.690
and so you think, okay,
when somebody goes to hire an SEO firm,
420
00:28:18.809 --> 00:28:22.329
they go on Google and they type
in how to hire an SEO firm
421
00:28:22.009 --> 00:28:26.609
and because I had written this article
on Forbes, it popped right up to
422
00:28:26.650 --> 00:28:30.000
the top of Google. So somebody
sees the first result in this says how
423
00:28:30.039 --> 00:28:33.519
to hire an SEO firm and they
think that's exactly what I just typed in,
424
00:28:33.839 --> 00:28:37.279
and it's on forbs, a reputable, reputable publication. I should go
425
00:28:37.359 --> 00:28:40.039
take a look at this, they
click through, they read this article.
426
00:28:40.079 --> 00:28:42.869
It tells them all these steps on
how to hire an SEO firm and they're
427
00:28:42.910 --> 00:28:47.069
like, wait, who wrote this? Oh, this guy owns an SEO
428
00:28:47.150 --> 00:28:49.470
firm. Will wait a second.
If this guy owns an seo firm and
429
00:28:49.589 --> 00:28:52.789
his articles at the top of Google
and he's telling me how to hire a
430
00:28:52.950 --> 00:28:56.940
firm, maybe he knows what he's
doing. We should just contact this guy
431
00:28:57.019 --> 00:29:00.900
and hire this guy. This is
the guy we're looking for. And so
432
00:29:00.099 --> 00:29:03.539
that's how we generated millions of dollars. It was the right message, the
433
00:29:03.660 --> 00:29:07.779
right place. Just everything kind of
lined up and was perfect with that.
434
00:29:07.420 --> 00:29:11.769
Well, everybody can do that.
There's a channel that's right for your business
435
00:29:11.930 --> 00:29:15.329
where your audience is hanging out and
you can write content that speaks to them
436
00:29:15.369 --> 00:29:18.049
and answers the questions they have about
how to buy your product, how to
437
00:29:18.089 --> 00:29:22.490
buy your service, how to hire
your company, and when you put that
438
00:29:22.849 --> 00:29:26.599
stuff in the right place at the
right time the right way, then you
439
00:29:26.720 --> 00:29:32.480
get these kind of results. Works
all right. This fifth system, Josh's
440
00:29:32.599 --> 00:29:37.279
action, unpack this one for us. So action is your plan, and
441
00:29:37.160 --> 00:29:40.950
we've all heard the saying if you
fail the plan, you plan to fail
442
00:29:41.670 --> 00:29:45.109
so often times we say, okay, we're going to launch a podcast or
443
00:29:45.190 --> 00:29:48.069
we're going to do blogging, and
two weeks later you've pumped up, let
444
00:29:48.230 --> 00:29:52.509
pumped out like one or two blog
posts or one or two episodes, and
445
00:29:52.549 --> 00:29:55.579
then somehow, six months ago,
buy and you haven't done anything else.
446
00:29:56.259 --> 00:29:59.539
Well, you didn't have the right
plan in place to make sure that it
447
00:29:59.619 --> 00:30:03.019
would actually happen. And so action
if you're writing a book, this might
448
00:30:03.059 --> 00:30:06.859
be your action plan might be really
simple and might be I'm going to wake
449
00:30:06.900 --> 00:30:08.250
up every morning, I'm going to
write for one hour or I'm going to
450
00:30:08.289 --> 00:30:11.609
write two pages every morning. That's
my action plan. Can Be that simple
451
00:30:11.930 --> 00:30:15.930
or it might be more complex,
because maybe you have a marketing department,
452
00:30:15.009 --> 00:30:18.170
you have twenty marketing initiatives you're working
on, and so you need an action
453
00:30:18.210 --> 00:30:22.839
plan for each of these. The
point is not that there's a certain plan
454
00:30:22.960 --> 00:30:26.400
that works for everybody, it's that
if you don't have a plan, then
455
00:30:26.839 --> 00:30:27.880
you're not going to get any work
done, you're not going to get the
456
00:30:27.960 --> 00:30:32.799
results. So there has to be
some sort of plan in place and there
457
00:30:32.799 --> 00:30:37.509
are lots of different planning methodologies out
there. Some of my favorite are,
458
00:30:37.869 --> 00:30:41.509
for example, the book, the
one thing by Gary Keller, talks about
459
00:30:41.509 --> 00:30:45.630
focusing on one thing. That's a
great action plan. Or you can look
460
00:30:45.670 --> 00:30:51.460
at ideas like Steven our cutty's big
rocks things, where he talks about you
461
00:30:51.539 --> 00:30:53.259
get have your big rocks and you
get those things done first and then you
462
00:30:53.339 --> 00:30:57.180
put in the smaller stuff later.
So they're all different ways to prioritize and
463
00:30:57.299 --> 00:31:00.420
plan and that, but the important
thing is you got to have some sort
464
00:31:00.460 --> 00:31:04.089
of plan that works for you.
Yep, makes total sense. This next
465
00:31:04.210 --> 00:31:08.730
one, Josh, is something I'm
particularly passionate about. System six is collaboration.
466
00:31:10.049 --> 00:31:12.009
This is something we've built our entire
business on the back of. I
467
00:31:12.089 --> 00:31:15.210
I wrote a book about it and
kind of based networking. Talk to us
468
00:31:15.210 --> 00:31:19.440
about collaboration and how you think about
collaboration as it relates to the thought leadership.
469
00:31:21.359 --> 00:31:26.400
So I love collaboration as well,
because you can create a thousand times
470
00:31:26.480 --> 00:31:30.119
the influence by collaborating with others then
you can if you're working by yourself.
471
00:31:30.960 --> 00:31:34.750
And it's easy to even look at
individuals like authors and say, well,
472
00:31:34.750 --> 00:31:38.630
they're not collaborating with anybody. I
mean, look at Jake he rowling,
473
00:31:38.710 --> 00:31:41.710
like who did she collaborate with?
Well, if you start digging deeper,
474
00:31:41.789 --> 00:31:48.099
you realize she was connected to a
lot of other people who helped out with
475
00:31:48.140 --> 00:31:49.579
this book. I mean, obviously
she had a publisher. Where would she
476
00:31:49.660 --> 00:31:52.460
be without a publisher who actually took
the book and put it out there?
477
00:31:52.779 --> 00:31:56.099
She had her kids, who are
inspiration for her. There are all sorts
478
00:31:56.140 --> 00:32:00.180
of people who impacted her and who
are collaborators with her. One of my
479
00:32:00.220 --> 00:32:05.089
favorite examples of an author collaborating is
actually harperly, who wrote to kill a
480
00:32:05.170 --> 00:32:09.809
mockingbird. We think of her as
kind of the Quintessential Lone Wolf influence.
481
00:32:09.890 --> 00:32:15.170
Are All by yourself, who had
this massive best seller. She only wrote
482
00:32:15.210 --> 00:32:17.319
one book. She published another book
right before she died later on, but
483
00:32:17.400 --> 00:32:21.759
it was really to kill a mockingbird. That's her big thing. And yet
484
00:32:22.640 --> 00:32:29.160
she also had collaborators and she was
working on writing, but she had never
485
00:32:29.200 --> 00:32:30.670
published a book. Yet she had
a normal nine to five jobs. She
486
00:32:30.710 --> 00:32:34.990
had two friends who came to her
and said, Harper, we know there's
487
00:32:34.990 --> 00:32:37.430
a book in you that you need
to get out and you're never going to
488
00:32:37.470 --> 00:32:39.869
get it out unless you quit your
job. So we saved up a year
489
00:32:39.990 --> 00:32:43.309
salary for you. We're giving it
to you, we want you to take
490
00:32:43.309 --> 00:32:45.660
a year off and write a book, and she wrote to kill a mocking
491
00:32:45.740 --> 00:32:47.339
bird, and here we are,
one of the most famous books of a
492
00:32:47.420 --> 00:32:52.220
while. So she had collaborators as
well. But here's an example I love,
493
00:32:52.299 --> 00:32:55.140
which is my friend Derek Anderson.
He started an organization called Startup Grind,
494
00:32:57.059 --> 00:32:59.529
and the way the Scots started was
he was in the bay area.
495
00:32:59.609 --> 00:33:04.250
He's an entrepreneur and he had been
through some startup experiences and he was really
496
00:33:04.289 --> 00:33:07.529
curious about the people who had succeeded
in their startups and how they did this.
497
00:33:08.130 --> 00:33:12.410
And so he said, you know
what, I'm going to go on
498
00:33:12.529 --> 00:33:15.680
meet UPCOM and create a little meet
up and invite some of my friends and
499
00:33:15.759 --> 00:33:19.160
invite a successful entrepreneur and I'm going
to sit down and interview them for an
500
00:33:19.160 --> 00:33:21.839
hour and ask them how they did
it. And so this is what he
501
00:33:21.920 --> 00:33:24.279
did. In ten people showed up
and everybody said Hey, that was great,
502
00:33:24.279 --> 00:33:27.269
you should do this again. So
we said okay, I'll do it
503
00:33:27.390 --> 00:33:30.470
next month and he did it the
next month and fifteen people showed up.
504
00:33:30.750 --> 00:33:34.589
Then he did again and twenty people
showed up and then more and more people
505
00:33:34.630 --> 00:33:37.109
started showing up and then somebody came
along and said, Hey, can I
506
00:33:37.190 --> 00:33:39.589
start doing these events like you're doing, but on my own, but like
507
00:33:39.750 --> 00:33:44.539
with your brand and we can partner, and so it's like sure, yeah.
508
00:33:44.900 --> 00:33:47.099
Well, fast forward to today.
Start up grind has like seven hundred
509
00:33:47.140 --> 00:33:52.380
chapters all around the world and pretty
much every single country. Millions of people
510
00:33:52.420 --> 00:33:58.009
have attended start up grind events.
They're interviewing entrepreneurs and their local area and
511
00:33:58.809 --> 00:34:00.769
there's no way that Derek could have
had this kind of influence if he had
512
00:34:00.849 --> 00:34:04.410
said, Nope, I'm going to
keep it all to myself and I'm just
513
00:34:04.529 --> 00:34:07.809
going to do these and nobody else
can interview the way that I can interview.
514
00:34:07.369 --> 00:34:10.800
Instead, he opened it up,
he collaborated with other people, he
515
00:34:12.000 --> 00:34:16.159
built this huge network and he's influenced
millions of people as a result and build
516
00:34:16.199 --> 00:34:19.960
something that runs without him now.
And now he's onto his next thing,
517
00:34:20.039 --> 00:34:22.639
we'll start up grind keeps on growing. That's the power of collaboration. I
518
00:34:22.800 --> 00:34:27.989
love it and and I love it
so much, Josh, because I feel
519
00:34:27.989 --> 00:34:31.150
like we've been talking a lot to
folks that are in podcasting that obviously I
520
00:34:31.150 --> 00:34:35.389
us producing podcasts for a bunch of
companies, something that I'm starting to say
521
00:34:35.429 --> 00:34:37.579
a lot more. Is this idea
around like you can go a whole lot
522
00:34:37.619 --> 00:34:40.940
further, a whole lot faster if
you go together. And so what is
523
00:34:42.019 --> 00:34:45.860
keeping you from your company podcast that
we're producing for you or that somebody else
524
00:34:45.980 --> 00:34:49.739
is doing for you, that you're
producing an house? Why are you not
525
00:34:49.900 --> 00:34:53.369
inviting one other people within your company
to Co host the show, as well
526
00:34:53.449 --> 00:34:57.809
as other people outside of your company
to host this show? So with BB
527
00:34:57.929 --> 00:35:00.969
growth we've got, I think,
nineteen different CO hosts for be tob growth.
528
00:35:00.730 --> 00:35:05.610
It allows us to create a lot
more really valuable content because we know,
529
00:35:06.130 --> 00:35:08.280
similar to Derek, we don't have
the market cornered on how to host
530
00:35:08.280 --> 00:35:13.280
a great interview, but we know
a lot of people that have great relationships
531
00:35:13.360 --> 00:35:15.199
and can talk to a really interesting
people. And Baby Marketing as well,
532
00:35:15.599 --> 00:35:19.320
and we're now able to die,
I think, to my knowledge, where
533
00:35:19.360 --> 00:35:22.909
the only bb marketing podcasts that's daily. And the reason we've been able to
534
00:35:22.989 --> 00:35:27.389
do that is because we said,
hey, we don't have to be the
535
00:35:27.510 --> 00:35:30.269
only host of this show. We
can collaborate and invite other people to become
536
00:35:30.309 --> 00:35:35.670
cohosts for this show. And so
I am I am a hundred percent,
537
00:35:35.710 --> 00:35:38.980
a hundred, ten percent on board
with this idea of collaboration, because I
538
00:35:39.099 --> 00:35:43.380
really do think you can go a
whole lot further, a whole lot faster
539
00:35:43.460 --> 00:35:46.380
if you just get some folks and
go together with them. So thank you
540
00:35:46.539 --> 00:35:52.449
for for talking about this and for
really bringing light to this idea in your
541
00:35:52.489 --> 00:35:57.050
seven systems methodology, because I think
it really can be transformational for companies.
542
00:35:57.570 --> 00:36:01.449
In this last system, Josh,
you mentioned that that you really stood on
543
00:36:01.530 --> 00:36:06.519
this sixth one for a while before
knowing that there was a seventh one that
544
00:36:06.679 --> 00:36:09.599
you just that you had an unlocked
yet. The seventh one is love,
545
00:36:10.440 --> 00:36:15.559
and I know that this, this
this probably shocked everybody that was just listening
546
00:36:15.559 --> 00:36:16.920
to this. What do you mean? The seventh system is love. Talk
547
00:36:17.000 --> 00:36:22.150
to us about this one and why
it's so important. Yeah, as soon
548
00:36:22.230 --> 00:36:24.630
as you said the word love,
everybody listening to this just got this really
549
00:36:24.670 --> 00:36:30.389
awkward feeling. They're like wait,
what, and that's why I think it
550
00:36:30.510 --> 00:36:36.659
eluded me for so long. I
knew there was something missing with these systems
551
00:36:36.699 --> 00:36:39.300
of influence and I just couldn't figure
it out and I thought maybe it's mindset
552
00:36:39.380 --> 00:36:45.019
or attitude or something that that just
didn't quite seem right and I try to
553
00:36:45.059 --> 00:36:50.929
reordering the systems and looking at them
different ways and it's just like, man,
554
00:36:50.969 --> 00:36:52.969
there's there's a seventh system out there, I just cannot figure out what
555
00:36:53.050 --> 00:36:55.969
it is. And then one day
I realized it is love. Now,
556
00:36:57.050 --> 00:37:00.010
of course, it's not romantic love. When we talk about love, we're
557
00:37:00.050 --> 00:37:05.760
talking about empathy or understanding your odd
dance. We're talking about passion for the
558
00:37:05.880 --> 00:37:08.920
material, the content that you're putting
out there. We're talking about that sense
559
00:37:09.000 --> 00:37:15.949
of excitement that you feel when you're
creating the content. So love is all
560
00:37:15.030 --> 00:37:22.949
these things and, most importantly,
it's true good will for your audience,
561
00:37:22.269 --> 00:37:27.429
really wanting to help them, really
caring about them. And the reason this
562
00:37:27.550 --> 00:37:30.860
is so critical is there is the
cliche that people don't care what you say
563
00:37:30.980 --> 00:37:35.659
until or they don't care how much
you say until they know how much you
564
00:37:35.699 --> 00:37:42.300
care. But there's something to be
said for people really could care less about
565
00:37:42.340 --> 00:37:45.849
your brand, your company, your
product, but if they know that you
566
00:37:46.050 --> 00:37:50.570
really care about them and you really
want to help them, then that foster's
567
00:37:50.610 --> 00:37:53.449
loyalty. That's where loyalty comes from. I mean it also comes from other
568
00:37:53.530 --> 00:37:57.449
things, like actually having a good
product or a good service, but when
569
00:37:57.449 --> 00:38:00.199
they know that you care, it
makes all the difference in the world.
570
00:38:00.760 --> 00:38:05.800
And the great thing about love is
if you get the other six systems wrong
571
00:38:06.320 --> 00:38:12.119
or halfbaked, but you've got system
seven, love in place, it almost
572
00:38:12.159 --> 00:38:15.309
doesn't matter that you're messing up on
the other stuff. You can still make
573
00:38:15.389 --> 00:38:17.670
it through, you can still influence
people, you can still make an impact.
574
00:38:19.309 --> 00:38:21.789
But if you don't have seven systems, if you don't have the love,
575
00:38:21.909 --> 00:38:24.590
you can get everything else perfect and
it won't matter because people will sense
576
00:38:24.670 --> 00:38:28.780
that. They'll sense that it's just
all about the transaction, it's all about
577
00:38:28.820 --> 00:38:32.619
making money. They know you don't
care and so their loyalty is just it's
578
00:38:32.940 --> 00:38:37.219
there as long as you're providing value
and as soon as the value is gone,
579
00:38:37.300 --> 00:38:39.739
they're gone to but if the love
is there, you can make mistakes
580
00:38:39.900 --> 00:38:44.090
and they'll stick with you. This
is incredible. Josh, the what and
581
00:38:44.130 --> 00:38:47.449
I think I'm pretty sure I've heard
you talk about this system with in a
582
00:38:47.570 --> 00:38:52.690
slightly different way before. That really
caught my eye, and you talked about
583
00:38:52.690 --> 00:38:55.280
it in terms of longevity. So
if you're wanting to build thought leadership,
584
00:38:55.760 --> 00:39:00.760
it needs to be around something that
you can talk about a lot and for
585
00:39:00.880 --> 00:39:04.239
a long time. And if you
don't love what, if you haven't not
586
00:39:04.440 --> 00:39:07.039
fallen in love with the thing that
you are trying to build that leadership around,
587
00:39:07.280 --> 00:39:09.989
it's going to be really hard for
you to have the longevity that it
588
00:39:10.150 --> 00:39:15.510
takes to us to actually establish influence
and thought leadership around whatever it is that
589
00:39:15.630 --> 00:39:20.550
you're trying to impact the world with. And so that's another angle that that
590
00:39:21.110 --> 00:39:23.860
was really profound and really helpful for
me as I came across you talking about
591
00:39:23.860 --> 00:39:28.059
this. Is there anything else related
to kind of the longevity piece of it
592
00:39:28.179 --> 00:39:30.739
that you find yourself talking about a
lot? Yeah, absolutely. I mean
593
00:39:30.780 --> 00:39:34.780
you have to have excitement for the
content, and this also goes back to
594
00:39:35.019 --> 00:39:38.650
system number three, audience, which
is part of what makes your eye audience
595
00:39:38.889 --> 00:39:44.210
the ideal audience, is that they
energize you, because if you're not energized
596
00:39:44.250 --> 00:39:47.010
by working with your audience in the
way that you work with them, then
597
00:39:47.050 --> 00:39:50.409
you're going to burn out and you're
not going to be able to keep it
598
00:39:50.489 --> 00:39:53.320
up. And so, for example, James, you obviously you must love
599
00:39:53.440 --> 00:39:58.000
doing podcasting and doing these interviews,
or you would have burned out a long
600
00:39:58.039 --> 00:40:00.559
time ago. So you love this
format. You love doing this and you
601
00:40:00.719 --> 00:40:05.960
love talking to the people that you're
interviewing, and so you're able to keep
602
00:40:05.960 --> 00:40:08.750
it up because it doesn't seem like
work. Now for me it's a little
603
00:40:08.750 --> 00:40:12.670
bit harder to get on a podcast. Mean I got a dress up,
604
00:40:12.710 --> 00:40:15.150
I got to do my makeup if
we're doing the video thing and all that
605
00:40:15.269 --> 00:40:16.550
stuff, you know, and I
have to be concerned about my voice.
606
00:40:17.389 --> 00:40:22.420
I have an easier time writing and
so I tend to just gravitate towards writing
607
00:40:22.460 --> 00:40:25.579
and I can crank out so much
written content. But if you ask me
608
00:40:25.659 --> 00:40:29.820
to make a video, I'm like, Oh man, it's like plenteeth to
609
00:40:29.860 --> 00:40:32.019
get me to do a video or
do something in the audio, unless you
610
00:40:32.059 --> 00:40:36.650
make it really easy for me,
like you've done here. But if I
611
00:40:36.730 --> 00:40:38.690
have to go do it myself,
it's like I'll find every excuse in the
612
00:40:38.730 --> 00:40:42.969
world not to do it because it's
just hard for meeting engage with my audience
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that way. And so my ideal
audience is people who read content, who
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prefer to read stuff, because that's
my preferred way of communicating. That's what
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00:40:52.239 --> 00:40:55.360
I love to do. I love
to write. Awesome, thanks for elaborating
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00:40:55.400 --> 00:40:58.519
on that. Josh, I've got
a couple questions that I want to ask
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00:40:58.639 --> 00:41:01.320
in closing. So we've gone through
the seven systems of influence. So we've
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00:41:01.360 --> 00:41:07.710
got vision, your genius zone,
audience, content, action, collaboration and
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love. These last two questions are
around thought leadership. The first one you
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00:41:13.230 --> 00:41:15.869
know, Josh, what's a commonly
held belief around thought leadership that you just
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00:41:15.989 --> 00:41:21.699
passionately disagree with? It's the idea
that in order to be a thought leader
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00:41:21.860 --> 00:41:24.940
you have to be kind of slimy
or you have to be a slick salesperson
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00:41:25.019 --> 00:41:30.139
or something this in fact, I
would say it's almost, you know,
624
00:41:30.260 --> 00:41:32.449
reversal. With people who come to
me and join my mastermind or sign up
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00:41:32.449 --> 00:41:37.530
for coaching services, at some point
during the discussion they will say something like
626
00:41:37.690 --> 00:41:40.530
this. They'll say, I want
to be a thought leader, but I
627
00:41:40.690 --> 00:41:44.210
don't want to be like Tony Robins, or I don't want to be like
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00:41:44.329 --> 00:41:47.920
grant car doing, and they'll mention
somebody, and no disrespect to those guys,
629
00:41:47.960 --> 00:41:52.280
this is just what people say to
me and I get what they're saying
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00:41:52.360 --> 00:41:58.239
would which is they don't want to
come across as selling something, as trying
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00:41:58.360 --> 00:42:01.070
to make a bunch of money or
something like. They genuinely want to help
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00:42:01.190 --> 00:42:06.949
people and they feel like they can't
be a thought leader because every thought leader
633
00:42:06.989 --> 00:42:10.190
they've seen is some slick guy with
fancy watches and fancy suits or whatever,
634
00:42:10.230 --> 00:42:14.510
jet planes, Nice cars and stuff, and they're like, I don't want
635
00:42:14.510 --> 00:42:15.539
to be that kind of thought leader. I just want to help people.
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00:42:16.219 --> 00:42:22.059
And so the idea that you have
to be slick or slimy or something that's
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00:42:22.059 --> 00:42:24.420
one of the biggest misconceptions out there, because thought leadership is nothing more than
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00:42:24.900 --> 00:42:29.019
getting your ideas out there in a
way that they help people, so that
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00:42:29.179 --> 00:42:31.489
people can follow you and they can
benefit from the value that you have to
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00:42:31.610 --> 00:42:37.010
share. And there's so many ways
to do that that don't involve selling your
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00:42:37.050 --> 00:42:40.929
soul or doing anything unethical or doing
anything that's even awkward or uncomfortable. Yeah,
642
00:42:42.329 --> 00:42:45.079
I've heard a lot of people say
that the folks that are pursuing thought
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00:42:45.079 --> 00:42:50.519
leadership they just come across as very
selfserving. So I think that slides right
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00:42:50.599 --> 00:42:52.679
into kind of the sleek. I
don't want to do that because it just
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00:42:52.760 --> 00:42:57.679
comes across like I'm just talking about
myself all the time. That's very selfserving.
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00:42:57.960 --> 00:43:00.190
When an actuality the Fok said,
I really look up to and that
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00:43:00.389 --> 00:43:04.829
have established that leadership. In my
mind, are the folks that do the
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00:43:04.949 --> 00:43:09.550
opposite. Actually, they're they're so
focused on helping others that I'm attracted to
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00:43:09.630 --> 00:43:14.139
their content. And so I think
if you're thinking about thought leadership and you're
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00:43:14.139 --> 00:43:16.420
worried about it being to self serving, then you probably need to go back
651
00:43:16.460 --> 00:43:21.699
to one of your systems, figuring
out, really probably system three, your
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00:43:21.780 --> 00:43:27.099
audience and figuring out how can I
create content that is insanely helpful for that
653
00:43:27.099 --> 00:43:30.449
audience and hopefully that helps get some
people unstock and thinking, okay, it's
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00:43:30.489 --> 00:43:36.289
not selfserving if I'm creating content in
an attempt to help this specific group of
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00:43:36.409 --> 00:43:39.170
people. So I love I love
what you said. They're this last question,
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00:43:39.409 --> 00:43:45.360
Josh. What are some of the
biggest mistakes you see companies specifically making
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00:43:45.440 --> 00:43:50.280
as it relates to thought leadership?
One is that they think that thought leadership
658
00:43:50.280 --> 00:43:52.960
is the content. So they focus
on the content. They say, okay,
659
00:43:52.000 --> 00:43:54.909
we're going to put out why white
papers and blog posts and we're going
660
00:43:54.909 --> 00:44:00.349
to make videos. That's not thought
leadership, that's content, that's information,
661
00:44:00.750 --> 00:44:05.710
but that's not thought, not necessarily
thought leadership content. Thought leadership content.
662
00:44:06.989 --> 00:44:08.829
First of all, you have to
be taking something. You don't have leadership
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00:44:08.829 --> 00:44:12.820
unless you have followers. You have
to be guiding people from Point A to
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00:44:12.900 --> 00:44:15.900
point B, and so you have
to be taking people in a certain direction
665
00:44:15.940 --> 00:44:20.300
and it has to be unique and
new and something that is not commonly found
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00:44:20.340 --> 00:44:24.730
out there. So white papers are
almost the antithesis of thought leadership content because
667
00:44:25.369 --> 00:44:30.130
they're not engaging there. I mean
they're usually not engaging, they're not interesting,
668
00:44:30.289 --> 00:44:32.889
they're usually just full of facts and
information and that might be helpful to
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00:44:32.969 --> 00:44:38.920
somebody, but it's not thought leadership
content. Thought leadership content involves changing people's
670
00:44:39.039 --> 00:44:45.199
minds so that they change their behavior
so that they get different results. And
671
00:44:45.320 --> 00:44:49.480
if you're not doing that, you're
not really engaging in thought leadership, and
672
00:44:50.079 --> 00:44:52.550
the best way to do that is
to put a person out there who lives
673
00:44:52.630 --> 00:44:57.429
and breathe the stuff. So it's
not just hey, we're going to get
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00:44:57.429 --> 00:45:00.349
a committee together and we're going to
think about the type of content that we
675
00:45:00.389 --> 00:45:04.989
want to put out there and then
will create this content, will hire an
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00:45:05.070 --> 00:45:08.260
expert copywriter and he'll put it together
and then that's our thought leadership content.
677
00:45:08.820 --> 00:45:14.019
You really need somebody who can just
sit down and talk about this stuff and
678
00:45:14.539 --> 00:45:17.340
the stuff that will come out of
their mind. You say that's perfect,
679
00:45:17.380 --> 00:45:21.690
we don't have to do any editing
or anything. We can just take that
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00:45:21.889 --> 00:45:24.170
and that's our content and we can
build on that. That's where the best
681
00:45:24.170 --> 00:45:29.889
thought leadership content comes from. I
would say too many companies are trying too
682
00:45:30.050 --> 00:45:35.840
hard to create this type of content
and so it comes across as committee driven
683
00:45:36.239 --> 00:45:40.400
or formulaic, when what they really
need is they do need that Richard Branson
684
00:45:40.480 --> 00:45:44.719
type of individual who just goes out
there and says stuff and maybe sometimes he
685
00:45:44.840 --> 00:45:49.159
says things that makes other executives cringe, and the same with Elon Musk and
686
00:45:49.199 --> 00:45:52.150
a lot of these other high profile
people. They make mistakes and they say
687
00:45:52.269 --> 00:45:55.630
things that maybe they shouldn't say,
maybe they do things they shouldn't do,
688
00:45:57.469 --> 00:46:00.750
but what you never doubt is that
they mean it and they believe it and
689
00:46:00.829 --> 00:46:04.940
they're living it. I mean,
look at trump like trump's like the ultimate
690
00:46:04.980 --> 00:46:07.900
example. I mean, whether you're
for him or against him, everybody has
691
00:46:07.940 --> 00:46:12.219
to admit that he says things he
shouldn't say and that he could say better,
692
00:46:12.739 --> 00:46:15.139
but nobody doubts that he means what
he says. I mean when he
693
00:46:15.179 --> 00:46:19.449
says something you're like, I don't
like what he's saying, or I wish
694
00:46:19.489 --> 00:46:23.650
you wouldn't say it that way.
But yeah, he's he's truthful, he's
695
00:46:23.690 --> 00:46:29.530
saying it and that's one of the
key ingredients of a successful thought leader and
696
00:46:29.650 --> 00:46:32.760
probably is part of why he's president
today. Exactly right, Josh. Thank
697
00:46:32.800 --> 00:46:36.679
you so much for your time today. This has been incredibly valuable for me.
698
00:46:36.840 --> 00:46:38.480
I know it's going to be really
valuable for our listeners as well.
699
00:46:38.880 --> 00:46:43.519
What's the best way for listeners to
connect with you? My website, Josh
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00:46:43.519 --> 00:46:45.480
stimleycom. All Right, Josh,
thank you so much for your time today.
701
00:46:45.480 --> 00:46:50.789
I really appreciate it. Thank you, James. It's sweetish. We're
702
00:46:50.789 --> 00:46:54.510
on a mission to create being most
helpful content on the Internet for every job,
703
00:46:54.670 --> 00:46:59.710
function and industry on the planet.
For the BB marketing industry, this
704
00:46:59.829 --> 00:47:02.699
show is how we're executing on that
mission. If you know a marketing leader,
705
00:47:02.739 --> 00:47:07.099
that would be an awesome guest for
this podcast. Shoot me a text
706
00:47:07.139 --> 00:47:09.420
message. Don't call me because I
don't answer unknown numbers, but text me
707
00:47:09.780 --> 00:47:14.539
at four undred seven for and I
know three and threty two eight. Just
708
00:47:14.619 --> 00:47:16.849
shoot me their name, maybe a
link to their linkedin profile, and I'd
709
00:47:16.969 --> 00:47:20.769
love to check them out to see
if we can get them on the show.
710
00:47:21.329 --> 00:47:21.809
Thanks a lot