7 Principles for Explosive Top-line Growth, with Jeff Swystun

WEBVTT 1 00:00:08.199 --> 00:00:13.279 Conversations from the front lines of marketing. This is be to be growth. 2 00:00:16.800 --> 00:00:20.160 Hey Friends, happy Friday, welcome to be to be growth. This is 3 00:00:20.199 --> 00:00:25.199 Ben j block and excited to share with you today a throwback or replay episode 4 00:00:25.280 --> 00:00:30.519 seven, principles for explosive top line growth, with Jeff Swiston, and he 5 00:00:30.719 --> 00:00:36.439 is the chief marketing officer at Swiston Communications. So before we get there, 6 00:00:36.479 --> 00:00:40.560 I have a fun announcement, which is that over the last month or so 7 00:00:40.600 --> 00:00:44.799 we've been running a survey. We want to hear from you. We want 8 00:00:44.840 --> 00:00:50.119 to continue to learn and improve this show make it as beneficial to our audience 9 00:00:50.240 --> 00:00:55.159 as possible. And so the survey went out, we got some answers and 10 00:00:55.320 --> 00:01:00.359 we were given away twenty five dollars to each person that participated, the first 11 00:01:00.359 --> 00:01:04.719 fifty participants, and then a special drawing for two hundred and fifty dollars, 12 00:01:04.760 --> 00:01:10.560 and I'm happy to say we drew a name, and Mike Jackson from ACI 13 00:01:10.640 --> 00:01:14.319 worldwide, director of field marketing over there. You have been chosen. So 14 00:01:14.359 --> 00:01:18.519 I'll be reaching out to Mike and we'll be giving away two hundred and fifty 15 00:01:18.599 --> 00:01:22.319 dollars to him for his participation in the survey. Just want to say thank 16 00:01:22.400 --> 00:01:27.560 you to everyone who gave us their feedback and it will shape the show moving 17 00:01:27.599 --> 00:01:32.680 forward. Fun things coming down the line. Hey, hope you're enjoying your 18 00:01:32.719 --> 00:01:37.159 summer. Hope you've been enjoying the conversations we've been featuring here on the show. 19 00:01:37.239 --> 00:01:40.480 As always, reach out to me over on Linkedin. Just Search Benjie 20 00:01:40.480 --> 00:01:45.040 Block. Would love to chat with you about marketing, business or anything going 21 00:01:45.120 --> 00:01:49.879 on in your life. Always a connector and I love talking with people about 22 00:01:49.920 --> 00:01:55.000 the show and just what they're seeing in the world. So, without further 23 00:01:55.040 --> 00:02:00.840 ado, let's jump into today's replay episode with Jeff Swiston. Seven principles for 24 00:02:00.000 --> 00:02:07.599 explosive top line growth. Here we go. Welcome back to be to be 25 00:02:07.760 --> 00:02:10.479 growth. I am your host for today's episode. Nikki Ivy was sweet fish 26 00:02:10.479 --> 00:02:15.719 media. I've got with me today Jeff Swiston, who is agency weed and 27 00:02:15.840 --> 00:02:22.039 consulting Como for Swisten Communications, also author of the Book Why Marketing Works. 28 00:02:22.039 --> 00:02:23.479 Super excited to talk to you today, Jeff. How you doing? I'm 29 00:02:23.479 --> 00:02:27.360 doing great and happy to be here. Nicky. Thank you. Good stuff, 30 00:02:27.400 --> 00:02:29.800 liskle. You're getting some sunshine out where you are, as as am 31 00:02:29.840 --> 00:02:31.639 I here in Austin Texas, so that I was put a small on. 32 00:02:31.719 --> 00:02:38.280 must face this because we're going to talk about seven principles in in marketing that 33 00:02:38.319 --> 00:02:42.680 everyone to know some of the things that are covered in and Jeff's book, 34 00:02:42.719 --> 00:02:46.479 seven principles of explosive top line growth. But, Jeff, before we get 35 00:02:46.520 --> 00:02:50.080 into that, I'd love to hear just a little bit of background on yourself 36 00:02:50.400 --> 00:02:53.159 and what you and and special communications have been up to these days. You 37 00:02:53.199 --> 00:02:58.000 Bad. I actually started my career at Deloy in prey price water host as 38 00:02:58.039 --> 00:03:02.520 a marketing consultants and spend and sometime then on medicine avenue with interbrand. I 39 00:03:02.599 --> 00:03:07.080 was chief marketing officer there, who do over to DDB worldwide, which is, 40 00:03:07.120 --> 00:03:09.159 you know, one of the top AD agencies, and I was their 41 00:03:09.240 --> 00:03:14.240 chief communications officer. And for the last seven years I've been running Swiss and 42 00:03:14.240 --> 00:03:19.840 communications and actually that is focused on the intersection of brand and business strategy. 43 00:03:19.960 --> 00:03:23.719 And for your listeners, I'm primarily working in professional services, law firms, 44 00:03:23.719 --> 00:03:29.840 accounting firms, at agencies, consultancies. So lots of great beat of the 45 00:03:29.960 --> 00:03:32.919 experience that I hope to share as we talk good stuff. I didn't know 46 00:03:32.960 --> 00:03:36.280 that. I know that you are one of the you are a madman. 47 00:03:36.360 --> 00:03:43.240 Yeah, that's what my mom said to so one of the one of the 48 00:03:43.360 --> 00:03:46.800 first things that year and I had sort of discussed offline as a release to 49 00:03:46.879 --> 00:03:52.000 these the seven principles, is the fact that they're there are so many tools 50 00:03:52.240 --> 00:03:55.599 in tech, in in marketing, and probably more now than ever before. 51 00:03:55.719 --> 00:04:00.520 But how, you know, in the absence of solid fundamentals, that can 52 00:04:00.599 --> 00:04:04.360 just turn into spending, throwing money away and and still being irrelevant. Talk 53 00:04:04.439 --> 00:04:09.400 a little bit to us, Jeff, about how folks avoid that. Yeah, 54 00:04:09.479 --> 00:04:12.080 you know, it's so we've got all this technown. You know, 55 00:04:12.199 --> 00:04:16.279 my industry is talking about artificial intelligence and what that will do, programmatic advertising, 56 00:04:16.319 --> 00:04:19.240 big data, a little little data, medium data, and, to 57 00:04:19.279 --> 00:04:21.879 tell you the truth, I think everyone's head is spinning with the stuff and 58 00:04:21.879 --> 00:04:27.759 there's a lot of promises out there now that, with the ability to measure 59 00:04:27.800 --> 00:04:30.279 at impact and all these things, that the tools are making us, I 60 00:04:30.279 --> 00:04:35.439 think, a bit lazy and there's an overabundance now communications and it's really tough 61 00:04:35.480 --> 00:04:40.040 to break through that clutter. We live in this world abroadcasting, but we're 62 00:04:40.079 --> 00:04:44.399 still really weak when it comes to engagement, persuasion, and selling, and 63 00:04:44.439 --> 00:04:47.800 that's because I think we are missing the fundamentals. I speak at business schools, 64 00:04:47.800 --> 00:04:53.519 they're not even teaching segmentation anymore. All that arts and craft stuff that 65 00:04:53.560 --> 00:04:57.920 goes into storytelling and positioning, I think is weaker today than it was fifteen 66 00:04:58.000 --> 00:05:02.759 years ago because we're just gravitating towards tech and thinking text going to solve everything. 67 00:05:02.800 --> 00:05:05.480 And it started with social media. Social media was just going to make, 68 00:05:05.759 --> 00:05:10.759 you know, selling anything fantastic, and now we know it's like white 69 00:05:10.759 --> 00:05:15.199 noise and facebook is bathed basically a birthday APP. And you know, everyone's 70 00:05:15.240 --> 00:05:18.040 confused. Yeah, for sure there's. There is one of been an obsession 71 00:05:18.079 --> 00:05:21.279 with what can we in terms of outreach, right or reach? What can 72 00:05:21.279 --> 00:05:26.040 we automate? And then half we measure it and then half we like see 73 00:05:26.079 --> 00:05:29.800 who is according to these you know mediums that you talked about, right, 74 00:05:29.839 --> 00:05:32.399 like facebook, see who's liking and clicking with it, and then imagining that 75 00:05:32.399 --> 00:05:38.600 that equals engagement. But you know, maybe it doesn't right and I think 76 00:05:38.680 --> 00:05:42.199 because the you know, all marketing to me a storytelling. So if you 77 00:05:42.199 --> 00:05:46.600 don't have compelling, evolving story, what are you actually communicating? What are 78 00:05:46.639 --> 00:05:48.240 people clicking and liking. You know, is it a you know, a 79 00:05:48.360 --> 00:05:51.839 sale sheet, a sale a product description? You know, those are things 80 00:05:51.839 --> 00:05:56.680 with a sales force, not the prospect. The prospect wants a story because 81 00:05:56.720 --> 00:06:00.040 as humans we communicate through stories and there's some great storytelling out there. But 82 00:06:00.079 --> 00:06:03.839 I think we're getting confused with the technology. That said, our fingertips now, 83 00:06:04.199 --> 00:06:10.120 for sure, for sure, and that's that's this next point of brand 84 00:06:10.279 --> 00:06:15.399 be tob brands particular really thinking about whether or not their marketing efforts are tactics 85 00:06:15.519 --> 00:06:20.240 versus actual strategy. And, like you talked about, these tools can sort 86 00:06:20.240 --> 00:06:26.639 of lend themselves to becoming just making even seeing what tactics we can leverage versus 87 00:06:26.759 --> 00:06:30.839 developing actual strategy that has to do with the humans that we're trying to reach. 88 00:06:30.879 --> 00:06:33.680 Talk a little bit about that. Yeah, definitely. I see so 89 00:06:33.720 --> 00:06:40.240 many be to be brands are definitely tactics in search of a strategy their marketing. 90 00:06:40.240 --> 00:06:42.680 You know, it's get me a facebook page will does that make sense? 91 00:06:42.720 --> 00:06:46.040 I don't know. Should we be looking at programmatic advertisement? Don't know, 92 00:06:46.279 --> 00:06:48.240 for the culture video on Linkedin and everyone's going to love us. You 93 00:06:48.240 --> 00:06:51.959 know, they make sense under themselves, but do they make sense as a 94 00:06:51.959 --> 00:06:57.680 coherent strategy. I always ask my clients three questions and they're not earth shattering, 95 00:06:57.680 --> 00:07:00.240 but they really start with the strategy. What do you have that's unique? 96 00:07:00.279 --> 00:07:03.160 Because, of course marketing is all about differentiators. So what do you 97 00:07:03.199 --> 00:07:08.920 truly have this unique who wants or needs it? And those are two very 98 00:07:08.959 --> 00:07:13.560 different questions, because wants and needs go to psychology and they're different drivers of 99 00:07:13.560 --> 00:07:15.800 how we react to things. And how do those people then, once we've 100 00:07:15.839 --> 00:07:19.600 identified them, how do they like to be engaged? And that last question 101 00:07:19.800 --> 00:07:23.560 is okay, what are the tactics to get to them? But the first 102 00:07:23.560 --> 00:07:27.839 two questions is, are the strategic ones, and there's three simple questions and 103 00:07:27.879 --> 00:07:30.959 the a hundred other questions roll out of them. But if you don't start 104 00:07:30.000 --> 00:07:32.879 there, then you are going to be just putting together a facebook page and 105 00:07:32.879 --> 00:07:35.680 hoping for the best, for sure. Right. So, so both have 106 00:07:35.759 --> 00:07:42.079 got it upside down. They are we're starting with the tactics and then maybe 107 00:07:42.319 --> 00:07:45.199 letting that build a strategy and just not being effective there. And I like 108 00:07:45.240 --> 00:07:47.560 what you talked about when you when you said this idea of being a want 109 00:07:47.600 --> 00:07:53.319 and in need. I saw something that you had some content that you had 110 00:07:53.360 --> 00:07:56.199 had put out that was talking about. That's where brands need to be right 111 00:07:56.319 --> 00:08:01.079 right at that that intersection of want and need. So I think that's really, 112 00:08:01.079 --> 00:08:05.680 really important than I think that be the sea brands sort of caught on 113 00:08:05.720 --> 00:08:09.639 to that sort of thing a long time before beb brands have just now started 114 00:08:09.720 --> 00:08:13.759 to to catch up. And and that's one of the other things that you 115 00:08:13.759 --> 00:08:16.480 and I were talking about offline, this idea that, you know, beb 116 00:08:16.600 --> 00:08:22.240 brands can be as fun and as creative as BTC brands. But for so 117 00:08:22.319 --> 00:08:26.360 long, you know, the way that we approached solving the problem and betb 118 00:08:26.879 --> 00:08:33.480 was in this very technical way that was a little bit detached from the human 119 00:08:33.759 --> 00:08:35.240 aspect of it in a way that be thec kind of knocks out of the 120 00:08:35.279 --> 00:08:37.919 park. Talk to us about that little bit. Yeah, you know the 121 00:08:39.000 --> 00:08:41.559 Bab brands, historically, some do it really well, but in historically, 122 00:08:41.679 --> 00:08:46.840 and still a large measure of them just talk about sort of the tangible benefits 123 00:08:46.919 --> 00:08:50.879 and they don't get to the emotional benefits, they don't get to the higher 124 00:08:50.000 --> 00:08:54.679 order benefits of why someone wants to connect with them in any way. And 125 00:08:54.679 --> 00:08:56.240 it's so funny, and I witnessed this one I was on Madison Avenue. 126 00:08:56.360 --> 00:09:01.840 Most creative people on accounts would rather know work on a beer brand than Boeing. 127 00:09:01.879 --> 00:09:05.879 You know, they just thought that that was not sexy. It's UNFUN, 128 00:09:07.240 --> 00:09:11.639 because B Toc brands always allowed more creative freedom to do stuff. But 129 00:09:11.679 --> 00:09:15.679 I see be to be brands opening up to this now. And you said 130 00:09:15.759 --> 00:09:20.080 right at the top of our conversation about emotion, and that's something I cover 131 00:09:20.159 --> 00:09:24.279 in the book and it's something be to be brands professional services really need to 132 00:09:24.320 --> 00:09:30.320 focus in on is using a compelling story with emotion to compel people to get 133 00:09:30.360 --> 00:09:33.039 in touch. And I do that with with law firms. You know, 134 00:09:33.320 --> 00:09:39.519 they're so straightlaced and stiff, yet what they do is so humanistic because it's 135 00:09:39.559 --> 00:09:43.919 deals with people's lives in real, tangible ways. You know, you don't 136 00:09:43.919 --> 00:09:46.440 want to be a reverent and goofy and you know get a mascot for a 137 00:09:46.480 --> 00:09:50.000 law firm, but you can speak to people in a real emotional way and 138 00:09:50.000 --> 00:09:54.159 I see be to be brand starting to do that more. I really like 139 00:09:54.240 --> 00:09:56.919 what HP did with sprout. They put out a great video called hands. 140 00:09:58.200 --> 00:10:03.519 Sprout is this technology that allows you to it's like a machine that allows you 141 00:10:03.559 --> 00:10:07.759 to put together amazing physical and digital, innovative, immersive experience and create your 142 00:10:07.799 --> 00:10:11.799 own videos. And they did this video called hands, and I can tell 143 00:10:11.840 --> 00:10:13.960 you it touches your heart and then you go wow, I would really like 144 00:10:15.039 --> 00:10:18.600 to have put my hands on that product, on that actual innovation and get 145 00:10:18.639 --> 00:10:22.879 to working with it. So they know that they can tap into emotion. 146 00:10:22.159 --> 00:10:26.799 Yeah, it's it's if I'm excited to see where BB brands take this. 147 00:10:26.919 --> 00:10:31.960 And was really cool about this concept is that it's applicable across discipline. So 148 00:10:33.039 --> 00:10:35.840 we are talking about it, you know, in the context of marketers, 149 00:10:35.840 --> 00:10:41.000 but I spend some time as a, you a stales person in Sass in 150 00:10:41.039 --> 00:10:48.440 the B tob space, and storytelling is going to be the thing that separates, 151 00:10:48.639 --> 00:10:52.120 you know, the average from from the great in that, you know, 152 00:10:52.159 --> 00:10:56.360 in that role as well. And so I think the more that marketing 153 00:10:56.360 --> 00:10:58.519 starts to do that and be to be the more that sales leadership starts to 154 00:10:58.559 --> 00:11:01.879 catch onto that and the more that across, like I said, the entire 155 00:11:03.000 --> 00:11:05.440 space, and not only is it going to, you know, bring more 156 00:11:05.440 --> 00:11:09.519 revenue to those organizations, but just think a lot of folks, and me 157 00:11:09.600 --> 00:11:13.279 to be are solving really important problems and if the goal is to to make 158 00:11:13.320 --> 00:11:16.200 everybody's lives better, then the better we tell these stories, the better we 159 00:11:16.279 --> 00:11:20.600 tap into this these people centered approach, the better it is for everybody's I 160 00:11:20.639 --> 00:11:24.840 love you talked about revenue there, because I another example I love was when 161 00:11:24.879 --> 00:11:31.000 the startup mailbox produced a video and mailbox was, you know, an APP 162 00:11:31.080 --> 00:11:35.279 that was about organizing your life online and it was simply showed a young woman 163 00:11:35.320 --> 00:11:39.360 out for a walk. There was no words, there was just some bouncy 164 00:11:39.519 --> 00:11:43.240 music, there was no words over the screen. That just showed her using 165 00:11:43.279 --> 00:11:46.440 the product. And then mailbox literally had no revenue. But that video is 166 00:11:46.480 --> 00:11:50.679 so compelling that they were bought by drop box for a hundred million because that 167 00:11:50.759 --> 00:11:54.159 was just been brought it to life. It said, well, you can 168 00:11:54.240 --> 00:11:58.440 organize your life and still have time for a twohour walk in the afternoon and 169 00:11:58.720 --> 00:12:01.639 wow, a hundred million dollar or purchase as a result. Yeah, I 170 00:12:01.720 --> 00:12:05.639 mean it's like that. So I know folks listening are getting excited and probably 171 00:12:05.679 --> 00:12:09.399 like you know what, where can I begin? And you can talk about 172 00:12:09.440 --> 00:12:13.440 in your book these, these seven principles that be to be leaders need to 173 00:12:13.559 --> 00:12:18.279 leverage when they're building their brand, dig into those a little bit. For 174 00:12:18.360 --> 00:12:20.039 us, certainly as so. What I did is I, when writing this 175 00:12:20.039 --> 00:12:22.759 book, I went back about two three hundred years and looked at every cool 176 00:12:22.799 --> 00:12:26.720 marketing story I could. And you know, like everyone, we kind of 177 00:12:26.720 --> 00:12:30.440 get tired of talking about coke, McDonald's an apple. So I've got some 178 00:12:30.480 --> 00:12:33.240 really obscure ones in this book that I think people will enjoy reading. They'll 179 00:12:33.240 --> 00:12:37.639 probably tweg some old memories. But the seven principles, and the first one 180 00:12:37.720 --> 00:12:41.039 is huge for be to be brands, is position your offer as a solution 181 00:12:41.039 --> 00:12:46.000 and as soon as you do that it's about making people's lives easier, more 182 00:12:46.039 --> 00:12:50.440 rewarding, all of that stuff. It really crystallizes your story the minute you 183 00:12:50.440 --> 00:12:54.360 begin to package yourself as a solution. Next is tell it in the form 184 00:12:54.399 --> 00:12:58.320 of a story, because we've been speaking about that, that people naturally respond 185 00:12:58.360 --> 00:13:01.279 to stories. Insert emotion. We've already touched on this. So this is 186 00:13:01.279 --> 00:13:07.240 great and be tob can really learn to do this better and build relationships. 187 00:13:07.240 --> 00:13:09.919 I always see be tob is kind of like transactional one off. Okay, 188 00:13:09.960 --> 00:13:13.799 we got that, tick the box. Next, but you know, you 189 00:13:13.840 --> 00:13:16.639 really want people coming back for obvious reasons, and once you've got the court 190 00:13:16.840 --> 00:13:20.519 group of people coming back, build a community building. This is something be 191 00:13:20.679 --> 00:13:26.080 TOC brands do inherently and be to be brands still need to learn to do. 192 00:13:26.559 --> 00:13:30.000 Lastly, make sure there's an experience around this and that's how they commune. 193 00:13:30.120 --> 00:13:33.399 It keeps coming back and get away from that cold transactional nature that has 194 00:13:33.440 --> 00:13:37.759 been at the heart of be to be for too long. And then, 195 00:13:37.799 --> 00:13:41.519 finally, as we you know, every brand learns through trial and error. 196 00:13:41.559 --> 00:13:45.879 You've got to be authentic, open and honest or all of this falls apart. 197 00:13:45.960 --> 00:13:48.360 Right. Yah, know, so many of those are ones again that 198 00:13:48.840 --> 00:13:52.720 resonate with with me from my Austin obviously as a start up hub, right. 199 00:13:52.759 --> 00:13:56.320 So I've y spent sometimes some short stints, but we're started. It's 200 00:13:56.320 --> 00:14:00.240 like a dog years, right, it grows you. So a lot of 201 00:14:00.240 --> 00:14:05.799 this stuff is just it's so, so powerful. So the building relationships. 202 00:14:05.799 --> 00:14:09.399 I think that was one of the things that I wish that I had felt 203 00:14:09.399 --> 00:14:13.679 in the be to be environment more free do as an individual contributor, as 204 00:14:13.679 --> 00:14:18.600 a salesperson, and I don't know what what the marketing teams experiences are with 205 00:14:18.639 --> 00:14:22.080 that as far as relationships, but I suspect the sort of that same struggle. 206 00:14:22.200 --> 00:14:26.919 Right. So much emphasis is on the acquisition, the procurement part of 207 00:14:26.960 --> 00:14:31.639 the funnel or part of the the customer journey, and then the relationship just 208 00:14:31.679 --> 00:14:33.960 supposed to sort of happen because they like the product so much, but there 209 00:14:35.039 --> 00:14:39.759 isn't a lot of effort put into the people aspect of building that relationship. 210 00:14:39.759 --> 00:14:43.799 And sort of the the story of my fall and gift back up and my 211 00:14:43.840 --> 00:14:46.519 own career has been this idea that relationships are revenue. So I love the 212 00:14:46.519 --> 00:14:50.399 fact that that's included in these in these principles, and then the fact that 213 00:14:50.440 --> 00:14:54.360 you talk about community as well. So those are obviously my favorites, but 214 00:14:54.399 --> 00:14:58.000 these are all good stuff. You guys, run out and get this book. 215 00:14:58.159 --> 00:15:01.080 The last thing that that I want to to have you touch on was 216 00:15:01.200 --> 00:15:07.159 this idea that marketing is an ongoing experiment and that there's going to be some 217 00:15:07.440 --> 00:15:11.799 trial and error. But you talk about this concept of smart failing and how 218 00:15:11.840 --> 00:15:15.679 to expect that and get ahead of it and use it to your Danny. 219 00:15:15.759 --> 00:15:18.000 Tell us about that. Yeah, I always say that, you know, 220 00:15:18.080 --> 00:15:20.440 blow up the lab when it comes to marketing. I have a lot of 221 00:15:20.440 --> 00:15:24.720 fun with it, try different things, and it's also, I'm going to 222 00:15:24.720 --> 00:15:28.559 steal from Dickens, marketing is also a furious plagiarism. So if you see 223 00:15:28.639 --> 00:15:31.440 something that's you know someone's doing well and it doesn't have to be in the 224 00:15:31.440 --> 00:15:37.200 same industry, don't graft on something that is in authentic to your brand. 225 00:15:37.279 --> 00:15:39.639 But give it a try, and that's why I write this. I talked 226 00:15:39.679 --> 00:15:43.919 about in the book, to that smart. Failing is to be expected if 227 00:15:43.919 --> 00:15:48.840 you can stay you have got the goal post in mind, blow the guard 228 00:15:48.919 --> 00:15:52.799 rails out a bit, try different things and have fun with it. That 229 00:15:52.799 --> 00:15:56.399 that mitigated risk is there for a reason. You know, the most celebrated 230 00:15:56.399 --> 00:16:00.879 cm own in the world right now as a fellow I've gotten to know online, 231 00:16:00.879 --> 00:16:04.519 where I've never met, but he's the CMO of Burger King. He's 232 00:16:04.600 --> 00:16:07.440 just, you know, on hitting all the top list burger kings, knocking 233 00:16:07.480 --> 00:16:11.879 it out of the park, and it's because he's just trying different things every 234 00:16:11.960 --> 00:16:15.039 week and having a lot of fun with the brand. Yeah, no, 235 00:16:15.320 --> 00:16:18.039 I love that. I I'll have to go. And what's it? What's 236 00:16:18.080 --> 00:16:22.080 his name? I feel so having to ask you that. Fernando Machado, 237 00:16:22.480 --> 00:16:27.679 and if you can find him on instagram and twitter, please do because it's 238 00:16:27.720 --> 00:16:30.159 kind of fun. And he's promised me he's going to send me a burger 239 00:16:30.240 --> 00:16:34.919 king shirt. So I'm really looking I'm in it for the shirt. Yes, 240 00:16:36.000 --> 00:16:38.120 has the expertise, but the shirt. So this has been really great 241 00:16:38.120 --> 00:16:41.639 you've given us. So this is my dream for this show is always to 242 00:16:41.679 --> 00:16:48.960 have sort of this mix of actionable stuff and fun stories and passion, and 243 00:16:49.000 --> 00:16:52.360 there's such a passion for what you do and in the way that you speak 244 00:16:52.399 --> 00:16:56.039 about it. So I know folks are going to be really excited to follow 245 00:16:56.080 --> 00:17:00.639 along with you. But before we get to closing this thing out, now 246 00:17:00.639 --> 00:17:04.720 that I've extracted things from your brain, I am interested in what you're putting 247 00:17:04.759 --> 00:17:10.000 in it deepth tell us a little bit about what learning resource you have been 248 00:17:10.039 --> 00:17:14.119 engaging with recently that is, you know, getting you excited or informing your 249 00:17:14.119 --> 00:17:17.359 approach. Yeah, I've got to. One is a love flipboard. So 250 00:17:17.359 --> 00:17:19.640 I'm on flipboard. It's kind of my Goto in the morning and that flipboard, 251 00:17:19.640 --> 00:17:22.759 if you don't know what it's, nicely, I'm a look at it 252 00:17:22.799 --> 00:17:26.400 on my ipad. So it's nice and big and I've got subjects advertising, 253 00:17:26.640 --> 00:17:30.880 CMOS, branding, etc. And so I can flip through and see rough 254 00:17:30.960 --> 00:17:34.720 headlines of everything going on in my industry and then I can drill down and 255 00:17:34.799 --> 00:17:38.359 so I'll look like by nine o'clock my brains already full of, you know, 256 00:17:38.440 --> 00:17:41.880 interesting stuff. And given that I'm a Canadian, I'm going to hype 257 00:17:42.160 --> 00:17:47.480 a podcast and rush is a radio show on CBC radio and then they put 258 00:17:47.519 --> 00:17:51.920 it out as a podcast. It's called under the influence and by a fellow 259 00:17:51.960 --> 00:17:56.240 by the name of Tereeo Riley's and Old Toronto ad guy and he does a 260 00:17:56.240 --> 00:18:02.279 fantastic show. So under the influence is one I totally recommend and I think 261 00:18:02.279 --> 00:18:07.720 you could find it in all podcast suppliers or CBC radio. And he's supposedly 262 00:18:07.759 --> 00:18:11.519 reading my book right now. So I'm looking forward to his review of by 263 00:18:11.599 --> 00:18:14.200 book. I like he said, supposedly. I'll be honest with you, 264 00:18:14.279 --> 00:18:18.000 I'm I'm not. As of late I'm not of pages between the fingers kind 265 00:18:18.039 --> 00:18:19.160 of girl. I tend to do more audio books, as You'R is your 266 00:18:19.160 --> 00:18:22.079 book available on Audiobook? No, I'd love to do that and I would 267 00:18:22.079 --> 00:18:26.079 love to be the orator myself, so we'll see. I think that's driven 268 00:18:26.119 --> 00:18:29.720 by book sales. So those people who do like books by it, and 269 00:18:29.759 --> 00:18:34.559 then Nikki might get her audiobook. Do you you with your Canadian accent, 270 00:18:34.680 --> 00:18:40.359 that the world needs that to be arrating this book. So I will. 271 00:18:40.400 --> 00:18:41.599 I will start a petition. I don't do what needs to be done. 272 00:18:41.599 --> 00:18:48.599 I've got a great face for radio. Last thing. I know books are 273 00:18:48.599 --> 00:18:52.240 going to want to know at how to catch up with you and follow along 274 00:18:52.279 --> 00:18:55.720 with the content that you put out. How can folks best connect with you? 275 00:18:55.799 --> 00:18:57.200 Jeff? Yeah, I'm everywhere, but if you want to go to 276 00:18:57.240 --> 00:19:00.319 my website, it's even got my phone number there and you can call me 277 00:19:00.400 --> 00:19:06.680 right up. So that's Swiston COMMUNICATIONSCOM and please get in touch. I love 278 00:19:06.759 --> 00:19:10.440 just to wrap around these topics. So you know the meters not always running. 279 00:19:10.519 --> 00:19:12.519 If you've got a problem, I love to hop on the phone or 280 00:19:12.559 --> 00:19:18.799 answer an email. So please, listeners, do reach out. Be Tob 281 00:19:18.960 --> 00:19:21.799 growth is brought to you by the team at sweet fish media. Here at 282 00:19:21.799 --> 00:19:25.880 sweet fish we produce podcast for some of the most innovative brands in the world 283 00:19:25.920 --> 00:19:30.240 and we help them turn those podcasts into Microvideos linkedin content blog posts and more. 284 00:19:30.319 --> 00:19:34.039 We're on a mission to produce every leader's favorite show. Want more information? 285 00:19:34.400 --> 00:19:37.200 Visit SWEETFISH MEDIACOM