#CategoryCreation 26: 3 Benefits of Writing a Book While Designing a Category w/ Joergen Aaboe

WEBVTT 1 00:00:05.320 --> 00:00:08.470 Welcome back to be to be growth. We are in a three part series 2 00:00:08.550 --> 00:00:12.630 with you're going Abou, the VP of marketing at screen cloud. We are 3 00:00:12.710 --> 00:00:17.190 both enjoying our coke Zeros. In yesterday's episode, if you haven't already listened 4 00:00:17.190 --> 00:00:21.350 to it, you're going to love it, we talked about the early stages 5 00:00:21.429 --> 00:00:26.940 of category design. What's the pre process before you actually dive into the process 6 00:00:26.980 --> 00:00:31.780 of designing a category? Telling your story, getting clear on what that story 7 00:00:31.940 --> 00:00:35.729 is. Talked about alignment with the CEO how to go about getting that. 8 00:00:35.810 --> 00:00:40.689 We talked about some brands that have influenced your again and myself, that have 9 00:00:40.770 --> 00:00:44.170 been inspiring to me and of influence your going. It's as he's figuring out 10 00:00:44.210 --> 00:00:48.929 how to do category design. Today's episode we're actually going to dive into your 11 00:00:49.009 --> 00:00:54.240 gains process what his company at screen cloud is doing to actually build out this 12 00:00:54.320 --> 00:00:56.600 category. Now they're in the midst of it right now, which is why 13 00:00:56.600 --> 00:00:59.200 I think this episode is going to be so fun. It's not like, 14 00:00:59.600 --> 00:01:02.960 you know, it's tied up with a pretty little bow. He's in the 15 00:01:03.000 --> 00:01:04.709 middle of it. So there's a lot of question marks, there's a lot 16 00:01:04.750 --> 00:01:08.790 of unknowns, but I think we can learn a lot as marketers from the 17 00:01:08.909 --> 00:01:12.510 process he's going through. So you're going to we did your kind of brief 18 00:01:12.989 --> 00:01:17.069 intro in the last episode. For those that didn't listen to that one. 19 00:01:17.069 --> 00:01:21.019 Again, give us just a real brief, kind of fifteen second version of 20 00:01:21.180 --> 00:01:25.260 background so people understand context and then let's just dive in. Yeah, thanks 21 00:01:25.379 --> 00:01:29.260 for that, James. Awesome to be here with you guys. So fifteen 22 00:01:29.340 --> 00:01:34.370 or so years and BTB marketing. I lose track here in Los Angeles area. 23 00:01:34.489 --> 00:01:38.609 Originally from Norway. S Hiphop, tickes is, barbecue and coke. 24 00:01:38.689 --> 00:01:42.170 Zero. Let's go, yes, yes, let's go. All right. 25 00:01:42.329 --> 00:01:47.599 So the business that you're in, screen cloud, you're going to your five 26 00:01:47.680 --> 00:01:51.040 months into that business, but the business has been around for five years and 27 00:01:51.799 --> 00:01:53.959 you guys are at this point where you're like, okay, what's you know? 28 00:01:55.079 --> 00:01:57.799 What's the second chapter? Talk to us about that. What's what's going 29 00:01:57.920 --> 00:02:00.989 on with where you're at? What this? What is the state of the 30 00:02:01.069 --> 00:02:06.670 company right now? Five years in? Yep. So first five years for 31 00:02:06.790 --> 00:02:10.550 screen cloud was really about a very simple mission, which was we all see 32 00:02:10.590 --> 00:02:15.069 these screens around us, you know, in offices and wherever we walk, 33 00:02:15.710 --> 00:02:20.500 and getting cool stuff on them can be a little complicated, can be expensive, 34 00:02:20.699 --> 00:02:25.900 can require very specific hardware and and kind of like clunky software solutions to 35 00:02:28.180 --> 00:02:34.289 is there a way to get awesome stuff on public screens really easily with every 36 00:02:34.330 --> 00:02:38.530 day hardware? And that's what the founder set out to figure out and sure 37 00:02:38.569 --> 00:02:40.889 enough they figured that out and they did that and here we are, Ninezero, 38 00:02:42.169 --> 00:02:46.759 paying customers later, doing quite well, even though circumstances are tough, 39 00:02:46.360 --> 00:02:53.400 and we are fortunate to be the opening up the second chapter, and the 40 00:02:53.479 --> 00:02:58.479 second chapter is really more in the in the direction of okay, so we 41 00:02:59.270 --> 00:03:04.990 we got this down right. We got a software solution for managing screens at 42 00:03:05.189 --> 00:03:09.590 massive scale using very, very simple hardware, in expensive hardware. We're talking 43 00:03:09.710 --> 00:03:14.699 fire sticks, Amazon fire sticks and back of TV's ride and still being able 44 00:03:14.740 --> 00:03:20.500 to control that centrally. So what's the best use of that? You know, 45 00:03:20.659 --> 00:03:27.250 like that has really I mean we serve everybody, from universities to quick 46 00:03:27.370 --> 00:03:34.009 service restaurants to big corporations, places of worship, like everybody can really take 47 00:03:34.009 --> 00:03:37.969 advantage of this. Where are we now really going to put this to use? 48 00:03:38.009 --> 00:03:39.569 We're alwas going to be available, you know, to ever want some 49 00:03:39.689 --> 00:03:44.439 of this digital signage software, if you will. But where are we going 50 00:03:44.479 --> 00:03:46.240 to put our focus? What is the mission were on? Where do we 51 00:03:46.360 --> 00:03:51.000 think we can do the most good? I love it. And so so, 52 00:03:51.840 --> 00:03:58.110 as you're asking yourself those questions in this stage of the journey, where 53 00:03:58.189 --> 00:04:00.310 where you at with it? Yeah, so pretty early in that journey. 54 00:04:00.590 --> 00:04:05.629 And but what we have been talking about this for months. So in the 55 00:04:05.990 --> 00:04:14.419 kind of internal comms world that we operated in, we had this situation where 56 00:04:14.979 --> 00:04:18.579 we knew that everybody he was becoming more and more open to having remote employees. 57 00:04:18.779 --> 00:04:23.500 And we are very, you know, spread out company. You know 58 00:04:23.500 --> 00:04:28.689 about ninety employees in London, La New York, Bangkok, Vietnam, like 59 00:04:28.810 --> 00:04:30.689 we're, you know, Belfas, like, we're all over the place. 60 00:04:31.250 --> 00:04:33.329 So there was a bit of an elephant in the room around. Well, 61 00:04:33.569 --> 00:04:39.120 you know, our everybody working in offices, and so you can communicate through 62 00:04:39.120 --> 00:04:42.639 these screens at offices, but what about the people who are remote? And 63 00:04:42.759 --> 00:04:46.519 then, of course that came to head with covid nineteen right, and everybody 64 00:04:46.519 --> 00:04:50.079 all of a sudden, even companies that thought that they could never even trust 65 00:04:50.160 --> 00:04:54.750 their employees to be at home right, had to turn around and say WHOA, 66 00:04:54.870 --> 00:04:59.470 everybody's going remote, and so that's just accelerated something we already knew we 67 00:04:59.509 --> 00:05:02.509 had to deal with. And so question is really, you know, in 68 00:05:02.750 --> 00:05:08.379 this particular climate where all the channels we all use, whether it's slack or 69 00:05:08.379 --> 00:05:12.180 zoom or email or whenever we get a chance to meet in person, all 70 00:05:12.220 --> 00:05:16.500 those channels are oversaturated. We all know that. But what is the state 71 00:05:16.579 --> 00:05:21.930 of kind of sharing information, getting people engaged, you know, how do 72 00:05:21.970 --> 00:05:26.209 you take advantage of all the screens you have, whether they are at some 73 00:05:26.449 --> 00:05:30.290 in someone's homes or at the office? And and we're just really trying to 74 00:05:30.370 --> 00:05:35.759 figure out what the future of that looks like. So that's partly internal COMMS, 75 00:05:35.839 --> 00:05:41.959 that's partly leadership, that's partly comes as partly you know it. It's 76 00:05:41.959 --> 00:05:46.319 all really that stuff. And we have an interesting company we're working with that 77 00:05:46.639 --> 00:05:51.870 refers to this concept as as information radiator, you know, like you have 78 00:05:51.990 --> 00:05:57.069 all this information inside your company and you need to get it out in different 79 00:05:57.110 --> 00:06:00.790 ways. So is there like a hub for that? And and that's that's 80 00:06:00.790 --> 00:06:05.579 what we're circling in on. Is Well, we have software that is essentially 81 00:06:06.019 --> 00:06:11.379 content management. We can show that in a number of places. But how 82 00:06:11.459 --> 00:06:15.500 do we, how should that be approached now, with people working in different 83 00:06:15.500 --> 00:06:18.850 places and all that, and and is that an internal consolution? Like, 84 00:06:19.170 --> 00:06:24.810 what is it? And so that's put very simply. That's where we're at 85 00:06:25.089 --> 00:06:30.290 and so we're taking some big steps towards that. And so what's the process 86 00:06:30.529 --> 00:06:32.279 look like up to this point? You're going to is it? Is that 87 00:06:32.480 --> 00:06:39.079 you meeting with the rest of the senior leaders in the organization a couple times 88 00:06:39.120 --> 00:06:44.240 a month? are that conversations happening just organically? I with COVID and you're 89 00:06:44.319 --> 00:06:47.949 not all you're all in your working from home. How is that conversation progressing 90 00:06:48.029 --> 00:06:53.829 and moving forward, and what are the topics of those conversation so that you're 91 00:06:53.870 --> 00:06:57.709 making sure that you're all rowing in the same direction and ultimately going to get 92 00:06:57.750 --> 00:07:00.189 to the place where you all guys were, where all of you want to 93 00:07:00.230 --> 00:07:04.220 land. Yeah, it's not clean right, it's not simple, it's not 94 00:07:05.220 --> 00:07:10.620 easy at all. It's a number of conversations. It's feeling at times like 95 00:07:10.699 --> 00:07:15.769 you're completely stalled, feeling at other times you had made made a major breakthrough 96 00:07:15.769 --> 00:07:19.970 and then realizing you didn't. Multiple conversations with multiple people. It really takes 97 00:07:20.009 --> 00:07:24.370 time and it really takes effort. Anybody who's been through it will tell you 98 00:07:24.529 --> 00:07:29.970 that. So for us it's been a small group inside of our Marketing Organization 99 00:07:30.079 --> 00:07:35.160 as well as one of the founders, are CEO, who is really leaning 100 00:07:35.199 --> 00:07:40.040 into the the sales and marketing side of the business, and we've been been 101 00:07:40.120 --> 00:07:44.240 going for a few months now discussing this and what we've what we've done is 102 00:07:44.279 --> 00:07:47.750 everything from different frameworks. Right, is it all the way into full on 103 00:07:47.949 --> 00:07:53.949 category to sign Allah, you know, play bigger, or is it more 104 00:07:54.029 --> 00:07:58.620 like just strategic narrative around a new game versus an old game? Or is 105 00:07:58.660 --> 00:08:01.939 it just like as simple as like a product market fit exercise? Like there's 106 00:08:01.980 --> 00:08:07.220 this whole spectrum of figuring out the story in terms of frameworks you can use, 107 00:08:07.980 --> 00:08:11.139 and so we've gone back and forth and we've had some setbacks along the 108 00:08:11.220 --> 00:08:16.850 way, but we're we're figuring it out. And so we had this conversation 109 00:08:16.490 --> 00:08:22.730 with that also included our CEO a few weeks ago and we're talking about, 110 00:08:22.730 --> 00:08:26.399 well, you know, we're going to need to interview people from our ideal 111 00:08:26.519 --> 00:08:31.439 customer profile, right, and so we have some of those as customers, 112 00:08:31.480 --> 00:08:33.440 but we talked to them a lot. I've need to go outside of that. 113 00:08:33.480 --> 00:08:35.519 Okay, so we gotta figure out how to talk to the right people. 114 00:08:35.519 --> 00:08:41.549 We got to get unbiased information. Okay, we also probably need to 115 00:08:41.590 --> 00:08:45.669 do some more research around this. Yeah, maybe we got to, you 116 00:08:45.750 --> 00:08:48.909 know, really do some serious writing around it. Should we just write the 117 00:08:50.029 --> 00:08:52.669 book on it while we're trying to figure it out? And it was like 118 00:08:52.750 --> 00:08:56.379 a little moment of like what, that makes that now that'd be crazy. 119 00:08:58.580 --> 00:09:03.620 She should we do that though? And Long Story Short, you know, 120 00:09:03.100 --> 00:09:09.779 two of the three founders, David and mark, have now started writing a 121 00:09:09.049 --> 00:09:16.690 book on a category yet to be defined, and the reason why I love 122 00:09:16.850 --> 00:09:22.570 that so much is that you can't really write a credible book without doing the 123 00:09:22.730 --> 00:09:30.919 upfront work of researching and analyzing real information from various sources, and so it 124 00:09:31.080 --> 00:09:35.679 takes the BS out of it. It takes the wanting to shortcut it by 125 00:09:35.759 --> 00:09:37.360 just let's just call it this, put a label on it, call it 126 00:09:37.480 --> 00:09:41.350 that and go out to market with it. I'm sure there are plenty of 127 00:09:41.389 --> 00:09:45.309 other ways and not everybody needs to write a book on this, but what 128 00:09:45.470 --> 00:09:52.669 we are seeing is a real opportunity to get clear on how do you actually 129 00:09:52.419 --> 00:10:00.899 share information internally in a way that people actually get it and they aren't overwhelmed 130 00:10:00.940 --> 00:10:03.940 and they get engaged, you know. And so it's like you can't just 131 00:10:05.139 --> 00:10:07.610 post it on slack, like I'm sorry, you can't just put it on 132 00:10:07.690 --> 00:10:09.649 the Internet. You know, like no, it's not enough to do, 133 00:10:09.730 --> 00:10:13.450 you know, ten zoom calls a day, backtoback like it. There has 134 00:10:13.490 --> 00:10:18.970 to be some other way to get this information across, to get people engaged 135 00:10:18.009 --> 00:10:20.759 in the right way. There has to be a way to curate that experience. 136 00:10:22.639 --> 00:10:24.320 That's what we're trying to you know, really get to the bottom of 137 00:10:24.480 --> 00:10:28.480 gap, and I think you're onto something there. You're going. I mean 138 00:10:28.519 --> 00:10:31.799 you see that. I mean gainsighte wrote the book on Customer Success, Terminus 139 00:10:31.840 --> 00:10:37.230 wrote the book on ABM, Drift wrote the book on Conversational Marketing. It 140 00:10:37.710 --> 00:10:43.149 is it is a commonplay to as a tactic of of building a category. 141 00:10:43.710 --> 00:10:46.629 You know, it's it's not like it's never been done before. What I 142 00:10:46.750 --> 00:10:50.460 think is really unique is you guys are setting out to do it. To 143 00:10:50.620 --> 00:10:56.460 figure it out for yourself. What are the nuances of of this category? 144 00:10:56.659 --> 00:10:58.740 What is the problem we're trying to solve? What is a story that we're 145 00:10:58.740 --> 00:11:03.620 trying to tell and it's a forcing function. Writing the book is a forcing 146 00:11:03.740 --> 00:11:07.730 function to get you guys to ask yourself the questions you need to ask to 147 00:11:07.850 --> 00:11:13.730 get to the answer that is actually really meaningful. And I love the way 148 00:11:13.769 --> 00:11:16.330 you say you know you don't want to just slap a label on it and 149 00:11:16.450 --> 00:11:20.320 go. That's almost a guaranteed way to make sure that your category never gets 150 00:11:20.440 --> 00:11:22.879 traction, because if you have an invested deep in it, why on Earth 151 00:11:22.919 --> 00:11:26.840 would anybody else want to want to invest in it? And so I love 152 00:11:28.000 --> 00:11:31.919 how you guys are thinking about this. We're like, where you at now 153 00:11:31.240 --> 00:11:35.029 with the book? Do you have that? You know the three cofounders in 154 00:11:35.070 --> 00:11:37.110 yourself? Are you all working on different sections of the book or how is 155 00:11:37.269 --> 00:11:41.789 that shaping up? Yeah, well, first of all, that's great, 156 00:11:41.950 --> 00:11:45.509 great set of observations there. It really is. For us, we are 157 00:11:45.629 --> 00:11:48.659 coming a little bit earlier than you know. The drifts, the the the 158 00:11:48.700 --> 00:11:52.179 hub spots and the others right, who kind of knew about their category and 159 00:11:52.220 --> 00:11:56.539 then wrote the book on it? For us it's very deliberate that we are 160 00:11:56.779 --> 00:11:58.659 trying to figure it out as we are, as we are writing it, 161 00:12:00.500 --> 00:12:03.009 and we have some ideas. I just you know, I don't. I 162 00:12:03.049 --> 00:12:05.970 don't want to steal thunder from from our founders here. So in terms of 163 00:12:07.090 --> 00:12:09.850 writing the book, where we're at in the process is it's really interesting. 164 00:12:09.929 --> 00:12:15.289 So our two founders approach book writing a little bit differently. You know, 165 00:12:16.320 --> 00:12:22.279 one prefers to just be like just dive into the writing and the other prefers 166 00:12:22.399 --> 00:12:26.919 to do research and really thinking about it. So David our CEO, he's 167 00:12:26.960 --> 00:12:33.149 already writing a bunch. Mark Our CEO, he's just listen to so many 168 00:12:33.269 --> 00:12:37.149 podcasts around this stuff, been reading and just immersing himself. But what they 169 00:12:37.190 --> 00:12:41.590 have done to is they've split up the book so clear outline, know, 170 00:12:41.789 --> 00:12:46.779 the sex main sections, two main sections, number of chapters within each. 171 00:12:46.139 --> 00:12:50.700 Assigned it to to each one of the only those two are writing it. 172 00:12:50.820 --> 00:12:54.100 We're not doing any ghostwriting for them. Will help with editing and we help 173 00:12:54.220 --> 00:12:58.220 with you know, a regular kind of check in where we talk about it. 174 00:12:58.929 --> 00:13:03.570 But I think what's valuable about this, first and foremost for our kind 175 00:13:03.570 --> 00:13:11.409 of story purpose, is we are talking to a number of people at the 176 00:13:11.490 --> 00:13:16.600 type of companies we ultimately imagine selling to to get their honest take on stuff. 177 00:13:16.840 --> 00:13:22.519 So we're we're doing. We're setting up something right now which is a 178 00:13:22.600 --> 00:13:26.360 little video intro from the two founders saying hey, we're working on this book. 179 00:13:26.919 --> 00:13:30.070 It's the working title, here's what we're trying to figure out. Set 180 00:13:30.110 --> 00:13:33.870 up a little landing page, a little more information. No massive, you 181 00:13:33.950 --> 00:13:37.909 know, traffic driven to that landing page. But people we reach out to, 182 00:13:37.029 --> 00:13:39.669 whether they're in the network or we reach out to them cold, we 183 00:13:39.750 --> 00:13:43.539 can drive them there and say it look like we are legitimately trying to get 184 00:13:43.539 --> 00:13:48.460 to the bottom of this. If you want to contribute to our thinking and 185 00:13:48.899 --> 00:13:50.860 to the writing of this book, We'd love to love to have you. 186 00:13:52.379 --> 00:13:56.090 So throughout this process we're going to have interviews with key people at all kinds 187 00:13:56.090 --> 00:14:01.250 of different companies that have a perspective around this, and so David, he's 188 00:14:01.289 --> 00:14:05.769 going to take a lot of those interviews up front as he's writing, and 189 00:14:05.009 --> 00:14:09.490 mark is going to take more of them towards the end after he's done some 190 00:14:09.610 --> 00:14:13.399 of his writing, to validate etc. So it's a bit of a unique 191 00:14:13.440 --> 00:14:18.559 process. I think probably any founder writing a book it's like maybe not the 192 00:14:18.639 --> 00:14:22.799 same as the next founder wrote a book is doing it, but the thing 193 00:14:22.960 --> 00:14:28.750 that we need right away for our positioning, our narrative, our story, 194 00:14:28.870 --> 00:14:33.350 whatever is. We need those conversations with those potential buyers, those key people 195 00:14:33.509 --> 00:14:37.750 in the space, and this just feels like a really good way to have 196 00:14:37.029 --> 00:14:41.899 really open, honest conversations that aren't Salese, to help us inform what's really 197 00:14:41.940 --> 00:14:46.340 going on here. What can this category be and how should we talk about 198 00:14:46.379 --> 00:14:50.299 it? It's checking so many boxes. You guys doing. This book is 199 00:14:50.340 --> 00:14:56.289 allowing you to get a clear picture of your ideal customer profile. It's allowing 200 00:14:56.330 --> 00:15:01.250 you to do deep it's forcing you to do de deep research, as opposed 201 00:15:01.250 --> 00:15:03.929 to, you know, like what you said earlier, just sticking a label 202 00:15:03.009 --> 00:15:07.480 on it. You're doing the work so that you truly understand, you know, 203 00:15:07.600 --> 00:15:11.679 what the new game really is, and then you're building a community around 204 00:15:11.679 --> 00:15:16.080 it, the folks that you're talking to. It's funny. I talked about 205 00:15:16.080 --> 00:15:18.080 content based networking. It's the book that I wrote, this idea of content 206 00:15:18.120 --> 00:15:24.269 collaboration as a means of driving your content strategy, and so you and I 207 00:15:24.309 --> 00:15:28.029 talking right here. You're getting your you're a VP of marketing in the trenches 208 00:15:28.110 --> 00:15:31.789 doing the work of a baby marketer. I had no clue, an I 209 00:15:31.830 --> 00:15:35.220 didn't know in the first thing about you be marketing whenever I first started baby 210 00:15:35.259 --> 00:15:39.820 growth four years ago. But by talking to folks like you now over one 211 00:15:39.860 --> 00:15:43.019 thousand six hundred times, because we were it's a daily show or releasing multiple 212 00:15:43.019 --> 00:15:50.129 episodes a day, I'm learning from you as you're driving our content strategy. 213 00:15:50.330 --> 00:15:54.090 So people love listening to our show because I talked to people like you that 214 00:15:54.129 --> 00:15:58.370 are actually doing the work and understand this deeply, and you're helping me shake 215 00:15:58.409 --> 00:16:02.649 my own perspectives. And you know, it's affecting how we're going to market 216 00:16:02.690 --> 00:16:06.840 with our marketing strategy, and so I think you're just checking so many boxes 217 00:16:06.960 --> 00:16:11.120 through the process of doing this book. Another thing that you mentioned was this 218 00:16:11.279 --> 00:16:14.600 book is going to be one of five types of what we call pillar content. 219 00:16:14.720 --> 00:16:18.559 Mark Collin's a draft calls it cornerstone content. So you know Mark Collin 220 00:16:18.629 --> 00:16:21.789 says. You know it's books, courses, events, research and shows. 221 00:16:22.870 --> 00:16:26.870 We think of it in a very similar way. This book, not only 222 00:16:26.909 --> 00:16:30.230 are you going to get the asset of the book, but so much micro 223 00:16:30.429 --> 00:16:33.460 content can come from that book. Can you talk a little bit about that? 224 00:16:34.419 --> 00:16:38.299 Yeah, that was a timely post from mark and, yeah, whatever 225 00:16:38.340 --> 00:16:42.899 you call it, right, it's really impactful content in a number of ways. 226 00:16:44.460 --> 00:16:48.250 So the first thing that I'm super excited to share about, you know, 227 00:16:48.409 --> 00:16:52.769 what we're doing for content around the book is it's in the A is 228 00:16:52.809 --> 00:16:56.250 in on the video side. So we are really fortunate to have a full 229 00:16:56.370 --> 00:17:02.519 time top notch video producer as part of the marketing team at screen cloud, 230 00:17:03.120 --> 00:17:07.839 and his name is Tony, and Tony had a great idea for essentially a 231 00:17:07.000 --> 00:17:11.319 Docu series writing the book, right, like the making of the behind the 232 00:17:11.440 --> 00:17:15.150 scenes, the the reality show, if you will, you know, leading 233 00:17:15.190 --> 00:17:19.029 up to it. And so, in a world where we can't necessarily meet 234 00:17:19.069 --> 00:17:22.789 up in person all the time, that are be you know, zoon recordings 235 00:17:22.950 --> 00:17:26.190 and some straight to the iphone kind of like stuff. Right, like, 236 00:17:26.950 --> 00:17:32.019 you know, our CEO talking about the challenges he's working through as he's writing 237 00:17:32.099 --> 00:17:36.660 this and even touching on real stuff like imposter syndrome and stuff like that. 238 00:17:36.819 --> 00:17:40.019 Like I got to build up the audacity to write a book like that. 239 00:17:40.220 --> 00:17:45.890 Wasn't really in my job description, you know. So the idea of a 240 00:17:47.130 --> 00:17:52.569 really cool and and engaging docu series is the first thing, and then, 241 00:17:52.650 --> 00:17:57.569 of course, naturally to from that is all the people that get, you 242 00:17:57.640 --> 00:18:00.920 know, interviewed for the book or that we reference in the book are then 243 00:18:02.000 --> 00:18:06.839 people that we can have conversations with both during but also after, you know 244 00:18:06.960 --> 00:18:11.079 kind of interview series, going deeper on certain parts of it. And so 245 00:18:11.240 --> 00:18:14.950 video alone is just going to be a big, big deal for us, 246 00:18:15.470 --> 00:18:18.710 and I also think there's tons we can learn from the folks who have done 247 00:18:18.750 --> 00:18:22.789 this already right with, I mean drifted a phenomenal job with the book launch 248 00:18:22.829 --> 00:18:27.740 around Conversational Marketing. I also really am a big fan of lesson Lee and 249 00:18:29.059 --> 00:18:33.779 what Mac so over there did with do better work that book and the website 250 00:18:33.779 --> 00:18:37.019 they have for that. So there's there's good stuff to learn and I think 251 00:18:37.180 --> 00:18:41.250 I think video for us is going to be a big one, especially capitalizing 252 00:18:41.329 --> 00:18:45.769 on the fact that you've got a full time video producer on your team. 253 00:18:45.250 --> 00:18:49.769 That's an asset that so many brands just don't have the luxury of having, 254 00:18:51.289 --> 00:18:55.839 and so capitalize on it. I think that's a brilliant use of creating additional 255 00:18:55.920 --> 00:19:00.880 content on top of the book itself. I think if you're writing a book 256 00:19:00.960 --> 00:19:04.799 and you're not thinking of how you can repurpose that book and you know, 257 00:19:06.039 --> 00:19:10.509 Fifty, a hundred different ways. You're not really getting all the juice you 258 00:19:10.589 --> 00:19:12.910 can from that squeeze because it's so much effort, there's so much work, 259 00:19:12.950 --> 00:19:18.109 there's so many conversations behind the scenes happening. Why not get as much out 260 00:19:18.150 --> 00:19:21.990 of it as you can, and it could legitimately fuel a marketing strategy for 261 00:19:22.109 --> 00:19:25.180 an entire year. I mean, having gone through the process of writing a 262 00:19:25.259 --> 00:19:27.500 book, I didn't do everything I should have done. I've I scratched the 263 00:19:27.539 --> 00:19:32.059 surface on what I could have done, but Mayn like even even the little 264 00:19:32.140 --> 00:19:34.539 that I did do. I'm like, man, this this is incredible. 265 00:19:34.660 --> 00:19:37.019 So you're going to this has been amazing. We're going to do one more 266 00:19:37.099 --> 00:19:41.970 episode to finish off our three part series, and the next episode we're going 267 00:19:41.970 --> 00:19:45.609 to be talking about the Magic Triangle and bbsass marketing, which is story, 268 00:19:45.170 --> 00:19:51.890 content and demand and how those all inner play with one another. So make 269 00:19:51.970 --> 00:19:56.039 sure to stay tuned to tomorrow's episode to check that out. But you're going 270 00:19:56.200 --> 00:19:59.640 for those that didn't listen to the last episode, which they absolutely should have. 271 00:19:59.759 --> 00:20:02.680 How can how can they stay connected with you? Man, I love 272 00:20:02.799 --> 00:20:06.680 Linkedin, so find me there. You're going to about wonderful. All right, 273 00:20:06.720 --> 00:20:08.990 we'll link it up in the show description. Make sure to connect with 274 00:20:10.309 --> 00:20:11.710 your again. You're going to again. Thank you so much, man. 275 00:20:11.789 --> 00:20:17.390 This has been incredible and to the listener, we love you a ton and 276 00:20:17.630 --> 00:20:23.660 we'll talk to you soon. Thanks. Are you on Linkedin? That's a 277 00:20:23.740 --> 00:20:27.140 stupid question. Of course you're on linked it. Here's we fish. We've 278 00:20:27.140 --> 00:20:32.660 gone all in on the platform. Multiple people from our team are creating content 279 00:20:32.779 --> 00:20:36.450 there. Sometimes it's a funny gift for me, other times it's a micro 280 00:20:36.569 --> 00:20:40.609 video or a slide deck, and sometimes it's just a regular old status update 281 00:20:40.769 --> 00:20:45.890 that shares their unique point of view on BB marketing leadership or their job function. 282 00:20:45.410 --> 00:20:49.599 We're posting this content through their personal profile, not our company page, 283 00:20:49.799 --> 00:20:53.839 and it would warm my heart and soul if you connected with each of our 284 00:20:53.880 --> 00:20:59.000 evangelists. will be adding more down the road, but for now you should 285 00:20:59.000 --> 00:21:03.440 connect with bill read, our COO, Kelsey Montgomery, our creative director, 286 00:21:03.480 --> 00:21:07.869 Dan Sanchez, our director of audience growth, Logan Lyles, are Director of 287 00:21:07.950 --> 00:21:11.549 partnerships, and me, James Carberry. We are having a whole lot of 288 00:21:11.630 --> 00:21:15.069 fun on Linkedin pretty much every single day and we'd love for you to be 289 00:21:15.109 --> 00:21:15.509 a part of it.