Transcript
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Welcome back to BEDB growth. This
is timmy content strategist. I'm here again
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with James Carberry, founder and CEO, Logan Lyles are, director of partnerships,
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and Dan Sanchez, director of audience
growth, and we are really excited
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to bring a part too of our
thought leadership conversation. This came from a
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linkedin post by Laur Pellet Kengis,
CMO At effic code, and he brought
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up some misconceptions on thought leadership that
we really wanted to dive into today's we're
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going to be covering three misconceptions on
thought leadership and how to do it right.
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Hey, guys, doing great,
love it, ready to rock band.
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Couldn't be better. All right.
So one of the things that came
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up in the conversation on Linkedin is
the question of how to know when you're
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when your face with the the the
question of internal podcast, external podcast,
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the things that you're sharing with your
team. How do you make the decision
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around what to share as thought leadership? And it really gets down to the
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misconception, I think, of not
sharing what you're actually doing. Can you
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guys talk a little bit about how
you how you make that decision and what
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are the some of the filters that
go through your minds. I'll jump in
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here first because this is something that
we've actively been thinking about as we build
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out our own thought leadership program and
we looked at each one of the evangelists
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on our team that we are pushing
out content through their personal profile. I
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was on Linkedin. We were talking
about what is this balance between what they
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share that is specifically targeted at our
buy our persona who are be to be
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marketing leaders, and what is not
necessarily related to that. And you know.
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So the first question I asked myself
is, would this be helpful to
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our target buyer persona? And I
think you know, if it is,
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then you should probably share it.
You should probably share it quickly. You
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should probably find three or four different
ways to share it. Now, let's
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say it's something that's helpful to your
team. You know, James and I
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had a conversation recently heard a podcast
about using zoom in an open office concept,
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and that's not necessarily helpful in bdb
marketing demandin you know, thinking about
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your content, but we genuinely felt
like it was helpful, so we went
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ahead and shared it and in our
own thought leadership program we actually look at.
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We started out with eighty percent of
what each evangelist should be sharing should
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be directly helpful to the be tob
marketer, and twenty percent should be stuff
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they're passionate about, stuff they're learning, those sorts of things, and we
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actually moved the needle on that back
to fifty because we felt like it would
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help us be more consistent and in
general we're going to be more helpful.
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And then, you know. So
those are kind of the first two buckets.
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And then the third thing to ask
yourself is, is this something that
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we're actually going to implement, we're
going to do, or we just regurgitating
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something that we heard elsewhere? James, I know you get pretty fired up
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about this, man. What do
you got to add? Yeah, I
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just think you're not going to become
a thought leader if you haven't actually done
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something. I think the reason and
you can't call yourself a thought leader either.
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That's another pet peeve. Please don't
ever call yourself a thought leader.
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If you have thought leader in your
linkedin headline, please remove it. It
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makes you look. It's is just
a really, really bad look. But
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this idea of like you have to
actually do something, to be a thought
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leader with us, like we obviously
want people to perceive us as a thought
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leader, and some people on Linkedin
have called US thought leaders around podcasting and
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and we get tagged in posts about
podcasting because they see us posting about it
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a lot. We have very differentiated
points of view on podcasting because we're actually
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doing it day in, day out, multiple episodes a day on this show.
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We produce eighty five other shows for
lots of other BB brands. We
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are in the weeds actually doing it, seeing what works and seeing what drives
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results. So it allows us to
speak to that thing and so I just
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I just think if you are not
actually doing the work and in the trenches,
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you're going to be perceived as irrelevant
and out of touch. And it's
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not something that you can hack.
You can't just regurgitate what Matt Hind said
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or what Dave Gearhart said or what
Trishper Tuzi said and make it your own.
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Like they have thoughts because they're in
the trenches doing the work. It
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like in Gary v's the same way
that Gary v's operating a hundred plus million
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dollar business. That's why he has
great content to share, because he's actually
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doing it. That's why so many
people think he's a quote unquote, thought
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leader, and so I don't know
it's you can only say that so many
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times. You can't masquerade as a
thought leader because people can sniff it out
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and it becomes really, really easy
to sniff it out. Actually, you
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can tell within a few minutes whether
somebody actually knows what they're talking about or
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not. And actually think it's okay
for people to like consume a lot of
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content. I know Gary V's big
on like not reading anything, so everything
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he does is original, which is
cool, but I still read a ton
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of bucks. All of us are
listening and reading to listening to podcast reading
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books, listening to audio books,
and honestly, a lot of people put
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a lot of great information on your
but it ends up panning out differently for
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you once you actually go to try
it out, to practice it, and
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your spin on how to make it
work might be the unlocked that somebody else
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needs, because, let's be honest, the book you read was probably the
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spend they had on someone else's content. That worked for them and now they're
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playing it forward by writing about it
themselves. So we just keep it going
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and it it ends up helping everybody
by being open with what you're learning and
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how things are working out for you. Yeah, well, I mean and
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so much of so much of the
things we do here. It's wee fish
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have been influenced by never lose a
customer, combined with Gift Ology by John
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Rulan, combined with how to win
friends and influence people, combined with love
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does from Bob Goff. Like it's
a collection of all of the inputs that
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you're taking in and and out outcomes
your perspective and and you were spin on
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how this is going to work for
us, and that's it. The other
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thing that I noticed with thought leadership
that's really off putting is when you prescribe
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something and you put it out there
with this closed fist, like this is
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the only way to do something.
You know, we're big on interview based
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PODCASTS, are way more effective than
narrative storytelling shows. I just did a
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post on Linkedin this morning about this
idea. I just don't think narrative storytelling
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shows can be sustained. You know, it's going to cost you about thirty
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Fivezeros in episode to get a you
know, per episode, to get one
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of those shows. Produced, and
so you just can't sustain that cost.
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You can maybe do an eight episode
series over eight weeks, but then you
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have to take a break for a
year before you can afford to produce another
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series. And and so we go
hard on that stance and it's backed by
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our results. We know our results. But the second that somebody chimes in
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and says, Hey, actually,
we are getting better results than you are
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by only doing eight episode stretches of
the Super High Quality type content. As
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soon as somebody says that, awesome, like hey, that that's not something
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we can afford to do. I
can invest, you know, three hundred
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fifty thou for for a ten part
series. But if you can and it's
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driving results, great. I'm going
to keep preaching what I think is true
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for us, because I think it's
applicable to a lot of companies that can
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afford three hundred fifty grand for a
ten episode series of a Fancy Narrative podcast.
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But I think the posture of being
openhanded and understanding that, hey,
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this works best for us and I
think it's probably going to work best for
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a lot of other people. But
this is not the only way to do
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this. There are other things that
can work to. This is our way
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to do it and and it's a
subtle shift, but it comes out in
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the way that you communicate your idea, your thoughts, and I think it's
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much more well received when it is
communicated humbly and from that posture of Hey,
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this is what works for us and
I really think it can work for
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a lot of other folks. But
I'm also happy to be wrong and inviting
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that kind of critique often, I've
just found has made our own content much
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more palatable to folks. Yeah,
as as a lot of people say,
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Hey, if you're not drinking your
own champagne, then you really don't have
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any leg to stand on to to
proclaim it. You know, if you
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sell to it in the enterprise and
you're an enterprise organization and the things that
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you're talking about in how you should
run your enterprise architecture you're not doing yourselves,
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then why should anybody listen saying for
us? If we are talking about
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things in content marketing that we're not
doing ourselves, we haven't even tried and
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and those two things, then who
are we to proclaim something whether we heard
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it from somebody or not, if
it's an original thought or it's a regurgitated
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thought. If you're not actually implementing
it and have some unique thoughts on it,
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then just sharing it again, people
are going to sniff that out and
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say, well, well, what
about this? I don't really know.
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We haven't tried that then. Where
are you telling me that this is what
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we need to do? So something
I want to get you guys as hot
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take on was a comment by Bob
Apollo, and it says this is such
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an important subject. So much of
what is labeled thought leadership today is nothing
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more than regurgitating statistics, misquoting secondhand
thought followership, resulting in content that does
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neither the writer nor the reader any
good. And then Laurie says something that
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I find interesting. He says,
in the same way that the marketing department
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shouldn't determine the optimal recipe for your
favorite sausage, the thought leading content shouldn't
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be left at the mercy of marketers. What do you see, your guys,
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as hot take on that thought?
Gosh, that gets me so fired
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up. It's so funny because like
they're complaining about a reality that just is
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and it doesn't apply just to thought
leaders. It applies to good or bad
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products, good or bad ideas,
politicians. Right, marketing is a superpower.
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It is good and good. Marketing
can be used to pet all bad
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things, whether it's a thought leader
or a company or a product or a
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politician or something, and it's just
a reality, like it's not going back.
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We're not going to be able to
stop it from happening. What we
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can do, though, is use
those marketing powers for good, you know,
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like back real thought leaders, back
good products and services and back good
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ideas. I think good thought leadership
is a partnership between marketing and the experts
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within your organization that actually do know
what the heck they're talking about. So,
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yeah, if you sell to CIOS
and it professionals and your marketer is
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probably going to know a thing or
two about that. You can't. It's
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hard to market something and not understand
that. But if that marketer is not
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working in close conjunction with the experts
that have, you know, that know
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everything there is to know about it
infrastructure, and maybe they're your implementation specialists
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that are on the ground with customers
every day. Maybe it's your own CIO,
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marketing should be collaborating with those internal
experts and that's what actually creates thoughtful
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and meaningful content. The marketers know
the distribution channels, they know the nuances
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of the Linkedin Algorithm, they know
how to get the content in front of
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the people that should should be seeing
the content. So don't crap on the
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marketer. The marketer is bringing immense
value, but it's a partnership between the
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marketer actually getting the content from the
great source internally and then getting that content
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in front of the people that is
actually going to help. I think that's
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happening so often and I don't know
if it's marketers wanting the shortcut of not
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having to dig in deep with those
industry experts, whether that's in talent and
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people ops or it or in marketing
or in sales, or if it's just
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we've gotten so used to well,
marketing is all just like growth hacking and
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everything there. You don't actually need
any substance. You just need to figure
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out what adds to run, what
content to put on the blog and do
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all of these hacky things. But
if there's no if there's no substance,
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none of those tactics work. They
have to be full. It's like going
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around firing a blank gun. That
isn't loaded right. Maybe there's a better
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analyzy right now, but I'm just
I'm thinking, James, about how you
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know some of the best marketers I
know, whether they have an interview based
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podcast or they have a strategy for
Youtube or just internally to document and get
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time with their subject matter experts,
internally and externally. That's where they start.
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They go to the source, they
go to their internal same's, they
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go to customers, they go to
prospects, they go to industry influences and
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thought leaders. And I'm not talking
about like these big name, you know,
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quote unquote influencers. I'm talking about
like who are the micro in fluencers
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in your space, like in marketing. I think of Matt Hines, I
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think of Chris Walker, I think
of Guy Tonotenardi. They're not household names,
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but people in need to be marketing
know those names, are following those
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people on Linkedin and so going to
the source, going to the people who
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know what they're talking about. It's
the marketers job to pull that gold out
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of them and then to use that
in all the ways where, as you
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said, they add the most value
crafting it, putting it together, finding
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the themes, telling the story,
figuring out which tactics are going to be
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most effective, testing and iterating.
That's where marketing can add the most value.
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It's when they skip that first step
that Dan, I think you know,
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Lori and Bob on this linked impost
are getting frustrated with marketing because it's
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the it's the marketing teams that,
either by choice or being forced by their
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executive team, to skip that first
step. Leads to what they're talking about.
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I think great yes, and I
love that you advocate for Bob and
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Laura here with their with what they're
noticing. I mean clearly there must be
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a problem that's contributing to all this
bad behavior. They reference the dunning Krueger
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effect, that being the biased toward
confidence of someone who really shouldn't have confidence
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because they have a small amount of
experience or or research on a topic.
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You guys say that the contributor,
like using contributors a great way to avoid
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that pitfall. Are there any other
things marketers should do to make sure that
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they are actually serving rather than promoting
themselves as a thought leader when they don't
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truly deserve it? I don't know
that I have a direct answer to that
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question. To me, but I
want to I want to go back to
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what you alluded to there, which
is, which is. I think the
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misconception of thought leadership is that that
you can do thought leadership without caring deeply
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about the people that you're serving and
that that, to me, is a
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misconception. Josh Steinley talks about it
in his seven systems of influence. He
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says that that seventh system is love. And if you don't have a love,
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love for what you're doing, love
for the people that you're trying to
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help, love for the industry,
then you're going to flame out. People
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are going to see through what you're
saying. It's going to look like a
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veiled attempt at, you know,
conversion, getting someone to sign up for
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a demo or whatever. Yeah,
I think about my friend Lucas mccurdy and
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he exemplifies this spirit of love for
this senior living industry. He's a construction
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company, he owns a construction company
and he created this podcast called bridge the
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gap, the senior living podcast.
They go on site to conferences all through
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the year, obviously before covid and
he was so passionate about the space.
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He wanted people in the space.
You wanted operators in senior living to understand
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that there's a better way to do
this, that that the people that are
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in their care, these the older
population, they are worth caring for and
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they're worth loving well. And he
just you. You can't have a conversation
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with Lucas and not see that his
heart, believe, needs for those people.
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He cares deeply about the vendors in
the space, the the population that
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those that the houses served, and
that that spreads out through all of his
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content, the content he puts on
Linkedin, the podcast that they do or
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the content they do through their podcast
when he's on site and an event.
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And so I don't think you can
understate actually needing to love what you're doing
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and I think it's almost tied to
actually doing it because, at least in
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our case, this this may not
be, you know, this analogy or
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not analogy, but this story might
not tie back to Lucas's situation specifically,
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but I know that for us,
I'm so passionate about BEDB podcasting because I've
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literally built a seven figure business from
scratch, bootstrapped. No outside you know,
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no it outside investors, nobody's giving
us twenty million dollars we have bootstrapped
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to seven figure business that employs twenty
plus people now because this stuff actually worked
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for us, and so I can
speak from a place of passion and excitement
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and love because it's worked for me, and I think that's what that's what
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gives so much weight to the content
that we're able to share about this stuff
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is because we're not pontificating and we're
not we're not regurgitating what someone else is
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saying. We've actually done it and
because we've done it and seen results from
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it, we have what you know, just Josh Steinley refers to, is
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love. We have that passion,
we have that that thing that takes you
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from boring to engaging. I love
that you brought up Lucas James. He
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was right in your in my mind, right right as you were talking about
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that, I was like, if
he doesn't talk about Lucas, I'm going
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to, because Lucas could have gone
the typical route, like all right,
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let's have a twenty year old marketing
intern scrape the web for listicles on construction
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and listicles on on senior living.
You know ten ways to avoid pitfalls in
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your reconstruction project. Of your senior
living home. It's way too long ahead,
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like, but something like that right, and what you just said there,
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James. I want to be encouraging
two folks. Maybe there's someone out
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there listening to this WHO's a marketing
leader and they've just joined a new company
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and it's in a new space that
they've never served before and they're like,
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well, crap, I don't have
five years of deep knowledge in this industry
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and passion for it. But I
love this company, I love what they're
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doing, but I just don't have
that well to draw from. So my
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encouragement is do what we were talking
about earlier. Go to the well.
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Start, you know, dipping the
cup in and sharing it with people,
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and as you do that you will
start to become very passionate about it.
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I mean, I think back two
years ago when I started at Sweetish in
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my career, ten years of B
tob sales kind of adjacent to marketing.
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I was always I picture myself as
a salesperson who kind of knew enough marketing
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to be dangerous from my journalism background. But you know, I hopped in
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and I wasn't doing a lot of
solo episodes on on content and thought leadership
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and podcasting because I didn't I know
anything. I was just hopping on and
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and talking to vpie's of marketing and
CMOS and saying, what's working for you?
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What are you dealing with? And
I just I just became a student
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of be to be marketing. Now, two years later, a lot of
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my episodes are still the same way. I'm I'm still consistently learning from the
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people in this space that we're very
passionate about serving. But along the way
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my passion, my understanding, my
expertise in the in the space has grown
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as well, and so then it
allows me to share what I'm hearing from
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the the experts than the practitioners.
But I've become a practitioner myself, or
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I'm at least walking alongside them.
Right and you might be a marketing leader
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who serves ITT and you're not.
You know, just because you're interviewing them
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doesn't mean you're going back with your
it leader and you know, rolling out
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a cloud migration or something like that. But you you've had enough conversations externally
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and internally to develop that passion to
hear the common challenges and get plugged into
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that community. So if you kind
of check yourself and say, I don't
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have that today. You can.
You just have to be consistent about having
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those conversations and then it will happen
for you. Looking. Can you go
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through those three misconceptions? I want
to make sure we touched on all of
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them. Yeah, so we we
talked about not sharing what you're actually doing.
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So I think Laurie's question is this
is something valuable internally, should we
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see it externally? Ninety percent of
the time we're going to say yes,
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because we're big believers in the way
Gary v does stuff and document over create
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and and more often than not,
if it's something that's in the weeds.
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I think that's where a lot of
people get their content wrong. They think
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they have to keep it high level, but then you sound like everybody else.
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So share what you're actually doing.
Don't just regurgitate what you hear.
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Otherwise, like what you said,
James, several books have influence the way
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we do business, but we didn't
just take those things and say here our
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top five lessons from love does.
We started implementing things. Then we learn
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little things along the way and then
we shared those. Those things where the
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rubber meets the road. And then
the third is you've got to be service
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oriented. You've got to come from
a place of love to really serve the
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audience that you're trying to reach and
develop your brand as a thought leader.
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For how do you guys want to
end this episode? Do you want to
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create some sort of call to action
to continue the conversation on Linkedin? I
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do have a thought, the idea
that people should aspire to become thought leaders
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if they have, if they want
to, you know, pay the price
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of doing it, because there is
a price to doing it. It's not
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easy, but it's not a bad
aspiration to have. It's a good aspiration
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to have if you're doing it from
a place of love. Yeah, you're
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helping maybe dozens and hundreds. I
and I think it gets a bad rap
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right. That's why I think you're
saying this is I think if people have
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told themselves that it's that it's bad
that they aspire for thought leadership. But
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if you flip it a different way, it's like I aspire to influence others
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with something that's changed me. Yeah, of course that's a that. It's
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just a different way of spinning it. But you're saying the same thing.
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Right now. Yeah, and Dan, so I think if you say like,
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you know, to kind of summon
up. Yeah, those are three
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of the pitfalls. But then what
do you do from there? Here's kind
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of might take on it and and
lead into that to pivot off that last
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misconception you just went off of Logan
ending with love. I think we could
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tie this episode up with the fact
that there's a lot of bad rap around
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thought leadership. It. There's a
lot of people trying to, you know,
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use it as a manipulative way.
But if you really go at it
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from love, if you really come
at it from a place where you want
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to serve others and make others,
the lives of others better, or their
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work better or something better, because
it you found something that made your life
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better, then that's a good thing
and I think because of that, more
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people really should aspire to be thought
leaders. Like you don't have to shrink
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back from it being like, oh, that's kind of a cringey thing,
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I don't know if I want it. I want it, but I don't
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want it. I just want to
affirm the people that are wrestling with it,
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that are like I feel like I
have something to offer, but I
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don't know if that's something I should
even want to want or like I'm not
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allowed to want. You can want
it and it's a good thing. It's
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a noble thing, just like starting
a genuine business as a noble way to
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serve you know, you're your fellow
man or woman. Right, being a
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thought leader from a place of love
is a service to your fellow human beings.
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I think your spot on their day
and I it is become this dirty
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word that that nobody is like.
Oh No, you know, I even
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have visceral reactions when people call themselves
a thought leader. But the reality is,
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of course I aspire to thought leadership. Not can't call myself one,
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but I aspire to it. And
it's so funny to me that that can
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be perceived as negative. But me
saying that I I aspire to be a
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person of influence, well that WHO
doesn't aspire to be a person of influence?
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I mean, obviously there are some
people that don't, but a lot
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of people would say they aspire to
be a leader or they aspire to be
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a person of influence. Well,
that's what a thought leader is. A
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thought leader is somebody who has been
transformed by something and they want to evangelize
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what that thing is that worked for
them, so that other people can get
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value from it and when, in
a similar way, that they've won.
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And that, to me, is
is the essence of thought leadership and what
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what actually makes people consider you a
thought leader is man this, this person
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has done something great. Gary V
has built a hundred million dollar plus business
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and he employs eight hundred people and
he's done it in a way that's kind
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and loving and caring and empathetic and, you know, like he's built a
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honey empire, as he calls it, because he's done it, and I
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cannot tell you enough the service that
Gary v has done to me as a
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young entrepreneur. We would not be
the size of business that we are today
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and and I would not have the
vision that I have for where I think
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this business is going to go.
Apart from Gary imparting his wisdom through digital
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forms of media into my brain.
Thank God for Gary that that he was,
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that he was willing to say,
yeah, I will, I want
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to be a person of influence,
I want to take what has transformed me
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and I want to help his many
people as I possibly can. Thank God
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for that, like because I would
be different, this business would be different,
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the the lives that this business touches
would would not be as positively impacted.
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Apart from Gary, these influence on
my own life. Of course I
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want to have that type of influence
on another human being. That's that is
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I love the way you said it, and that is an incredibly noble purpose
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and an incredibly noble thing to aspire
to. So I love that. Man.
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I don't think that thought leadership should
be a dirty word. I think
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it should be something that we aspire
to. But it has to come from
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a place of service, like what
you said earlier, Logan. It has
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to come from a deep place of
service and actually wanting people to win,
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caring that people win and sharing that
thing that's worked for you with others.
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And and I think people can smell
it from a mile away when it's not
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there, but they can also see
it when it is and I think that's
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when it's really powerful. So,
man, this this has been a super
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fun conversation. If you're listening to
this and you have not already connected with
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all of us on Linkedin, Dan
Sanchez, Logan Lyles, myself, James
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Carberry, car be Aar why I'm
the only one with a weird, weird
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spelling for my last name. Timmy
is also on on Linkedin as well.
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Timothy Bauer be a UEER. Yeah, I don't know, I just spelled
377
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that hours pretty coming. But anyway, connect with us on Linkedin and give
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us, give us a little rating
on BB growth. We're figuring out that.
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00:27:14.700 --> 00:27:15.930
We don't need you to leave a
review. We just we just need
380
00:27:17.009 --> 00:27:19.769
that rating. So tap on the
number of stars that you think this podcast
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00:27:19.890 --> 00:27:26.049
deserves. I hope this content is
incredibly helpful for you and feel free to
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00:27:26.410 --> 00:27:29.210
comment on this stuff if you disagree
with us, if you think we're wrong.
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The reason we did this entire episode
was because Lori posted about the episode
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on linked it. Now it was
a it was a flattering post and he
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said how much value he got from
the last thought leadership episode we did.
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But because he did that post on
Linkedin, we ended up doing an entire
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episode about it. And so comment, engage with us. Shoot us a
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00:27:48.269 --> 00:27:52.269
message on Linkedin or it would be
awesome if you posted about it, but
389
00:27:52.829 --> 00:27:56.430
let us know. We love to
create content like this that is actually helpful
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and continues the conversation. That's what
we think this podcast is. It is
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00:28:00.940 --> 00:28:07.579
a continual conversation. Be To be. Marketing is always evolving and we want
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to be at the forefront of that
evolution and we want to help as many
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people find success in growing their business. So thank you so much for listening.
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We love you a tongue. Are
you on Linkedin? That's a stupid
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question. Of course you're on Linkedin. Here's so we fish. We've gone
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all in on the platform. Multiple
people from our team are creating content there.
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Sometimes it's a funny gift for me, other times it's a micro video
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00:28:34.240 --> 00:28:38.000
or a slide deck, and sometimes
it's just a regular old status update that
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shares their unique point of view on
be Tob Marketing, leadership or their job
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function. We're posting this content through
their personal profile, not our company page,
401
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and it would warm my heart and
soul if you connected with each of
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our evangelists. will be adding more
down the road, but for now you
403
00:28:56.940 --> 00:29:00.660
should connect with bill read, our
COO, Kelsey Montgomery, our creative director,
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00:29:00.700 --> 00:29:06.059
Dan Sanchez, our director of audience
growth, Logan Lyles, are Director
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00:29:06.099 --> 00:29:08.740
of partnerships, and me, James
Carberry. We are having a whole lot
406
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of fun on Linkedin. Pretty much
every single day, and we'd love for
407
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you to be a part of it