Transcript
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Welcome back to BBB growth. My name's
dan Sanchez. My friends call me dan
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Chevez and I'm here to talk to you
about how to package ideas for thought
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leadership because you might have some
unique ideas and they might actually be
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extremely helpful to your audience, but
generally you need to go a step farther
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to package them correctly in order to
get them seen by more people to have
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them remembered more easily and for
them to go to work for others. Um in a
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more substantial way. The idea is not
unique. It actually comes from Matt
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Church who I just had the privilege of
interviewing a few days ago and we
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published it by the time you're
listening to this one and we talked a
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little bit about this idea of how to
package ideas he wrote about in his
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book called the Thought Leaders
Practice, which you can actually get
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for free on his website Matt church dot
com. But after wrestling with it and
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kind of using it myself, I've come up
with my own way of approaching it, uh
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slightly simpler version of his way of
two package ideas. And I wanted to
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revisit it here because I thought it
was such a powerful idea, like anybody
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could use this even if you're not quite
an expert. Yet, even if you're not
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aspiring to be a thought leader, to
kind of come up with unique ideas that
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are helpful and then packaging them not
only lens gives you more credibility as
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a professional or an expert, it's such
a great way to come up with ideas that
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can be turned into more content later.
So even if you're a thought leadership
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practitioner or you're a content
marketer who wants to better solidify
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the ideas of your subject matter
experts, you really should learn. And I
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would say master this idea is it's not
a very complex idea. So I wanted to
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give you a super simple framework to
start doing this with your subject
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matter experts or with your own ideas
if you hard the expert in your
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organization that's trying to create
thought leadership content. But first
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like why is this important at all? Like
why are we even talking about this? So
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let me give you a few reasons why this
idea was so profound to me and why you
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should start practicing in your
organization. One is ideas are abstract.
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They're not always easy to kind of like
pinup. It's not as easy to say like a
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like a noun is right where it's a
person place or thing, a book, a cup of
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farm, right? Like it's easier to know
what they are because they have a
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physical state, right? So ideas are
abstract, they're harder to remember.
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And if you're not careful, they can be
a little bit too hard to pass along or
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to to be able to pass it on to somebody.
Like how do you know you've properly
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passed it? How do you know your even
referencing the same thing when you're
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talking about it? Right? The other
problem is that most ideas are kind of
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half baked. They're kind of not thought
all the way through. When people come
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up with them, they thought about how it
might apply to their situation, but
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haven't thought through all the
implications of it and put it together
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in such a way that forces them to think
through how it might be interpreted,
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how it might be used or perceived by
others. So they're half baked and
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they're not all the way thought through.
And that creates problems when you're
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trying to create useful ideas because
if it can't be useful, right? Because
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it's only half baked, then that's a
problem for your thought leadership
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because the best ideas are the ones
that would be more likely to be used to
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be helpful to others and then just
spread by word of mouth. So you're
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killing that if you only have half
baked ideas and the way to know if
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they're half baked or find out if
they're half baked is to walk through
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this process and you can shore it up by
going through this process of packaging
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it. Another idea is that abstract ideas
can be hard to remember, right? They're
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hard to pass off a long time ago, my
friend and I, when I was in elementary
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school, we started doing this thing and
we didn't really know what to call it.
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We would like go meet up at a park like
right our scooters or bikes to the
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nearest drugstore called Savon's in
southern southern sunny California and
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by like a can of coke and then go back
to the park and drink our cokes. That
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was our thing. We called it the Savon's
thing and that was the name. But we had
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to, it was a, it was a thing that we
had come up with a habit, a routine and
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it needed something more than just like,
hey, like, remember that thing we did
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on saturday, Let's go do that again. So,
we gave it a name, we just called it
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the Savants thing. It turned an
abstract idea of this habit that we
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wanted to get into and just kind of
gave it a really, a really vague fourth
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grader name, right? It made something
that was abstract and turned it into an
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idea of that. We both understood, like
when we say the Savon's thing, that
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means we're both gonna meet up the park,
go to save on and come back to the park,
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right? So ideas are abstract and they
need certain hook points. They need
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ways for people to remember what it is.
So that when you say the thing,
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everybody knows what you're talking
about, there's a very clear boundary
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line to it, so that's why you should
package ideas. Now, let me give you the
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seven step process that I write into
google docs and then I just start
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filling it in from there. Once, I I
think I have a unique idea and I've
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scribbled around some idea like trying
to frame it up and like my own like pen
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and paper journal. Then I get to a
google doc and start filling out this
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exact seven point system in order to
package it and force myself to think
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through it fully And then I can use
that document to then turn it into lots
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of different things. But first let's
talk about the seven step process josh.
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What do you think is the most
irritating thing for B two B buyers
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right now, anne Logan, I love talking
to you about this. You know that the
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number one challenge right now is that
Many customer facing teams in the B2B
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space right now are forcing their
potential buyers too, by the way that
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they want to sell, buyers don't want to
buy that way right now. They want to,
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by the way they want to buy. We need to
enable those buyers, we call this buyer
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enablement at sales reach. We need to
enable those buyers to make better
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decisions quicker in a comfortable
environment that's more personalized
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for them to move forward with that
process. Dude, that's awesome. I
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couldn't agree more since I've been
using sales reach in my own sales
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process, It's allowed me to really
enable the buyer to move more quickly
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in really two ways. One, they don't
have to download a bunch of attachments.
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I can send them to one page with the
proposal case studies different
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resources because let's face it, the
proposal is just one part of the sales
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conversation and probably only one
sales enablement piece of content that
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you're sending. So it makes it easier
on them. And then the other thing is,
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you know, we're selling to our
champions and then we're making them
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have to re give our pitch to the entire
buying committee. So one thing I do is
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put a custom 2 to 3 minute video on the
top of my sales reach page that says,
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hey, here's all the resources, tie it
back to the conversation. Here's the
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proposal. Let me know if you have any
questions. And it allows me to give a
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little bit of kind of a mini pitch to
the rest of the buying committee,
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introduce myself, which helps me build
trust and credibility and helps the
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buyer not have to repeat the entire
pitch from scratch. So if anybody is
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looking to do the same thing in their
own sales process, I'd highly suggest
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they reach out to you and the team over
at sales reach for anybody listening,
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just go to sales reach that I owe to
talk to josh and the team first is you
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have to give it a name. Yes, you have
to name it. You have to name it. Well,
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right? You have to be able to refer
back to the idea and something that's
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short and concise, that's memorable.
And all the rules of naming ideas are
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the same rules that you would do use to
name a product or a company. Things
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like spelling, how it said, making sure
it doesn't sound like something else
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that you don't want it to be related to.
Like all those rules for naming it
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apply and coming up with good names is
hard, but the better, more work and the
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better the name, the more likely the
idea is to actually take root, the more
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likely the idea is to become a piece
that is useful to others because it's
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easy to remember and therefore it gets
used. It's easy to hand off to people
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via word of mouth. So if you want your
thought leadership to be taken
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seriously, this is probably one of the
most important steps is just give it a
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name. Right? When hubspot launch, they
came up with a name for their marketing
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system, they called it inbound
marketing, inbound marketing is a name.
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And now when I say inbound marketing to
you, you have a very clear idea of what
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inbound marketing is. Right then. They
juxtapose it too. Outbound marketing,
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right? So it was, it was a, it was a
positioning strategy as well as a
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naming strategy. But by giving it a
name, they made the idea memorable.
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Easy to pass the idea around. Number
two is give it a short description, You
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need to be able to describe it in a
short and concise way. Like if
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someone's like, oh, what's that, you
can be able to just kind of rattle off
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a sentence or two about what it is,
Maybe a few sentences and maybe maybe
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it has to be as long as a paragraph,
but a few sentences Is preferable like
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1-2 sentences to just describe the name
and short and then again, number three
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is just the long description and I
would consider the long description to
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be a couple of paragraphs, but it could
be as long as a blog post. If you're
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writing a whole book on it, that's
probably too long. But obviously the
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best idea is probably deserve a book in
and of themselves. But start with just
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writing a few paragraphs, flushing it
out a little bit More. The 4th 1 is a
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story, not a story of how you
discovered the idea, but a story of how
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the idea would be used. Oftentimes when
coming up using the, the agile
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development system for code, right. Web
developers often have to come up with a
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story to make sure like the feature,
the thing they're building into their
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product actually makes sense. Like
what's the user story behind this
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feature? What's the general problem
they have? That this solution then
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becomes help to and then the end result,
the benefit of that feature, right? You
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kind of need to do the same thing with
your idea. Give us a little story of
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like the problem who was up against
what problem? And this idea helped in
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what way to achieve what end? Right. A
little user story, even if it's made up
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and you make up fake names in a fake
situation, just to illustrate how this
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idea gets put to use. So, a short story
uh Number five is a visual. Oftentimes
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you need a visual to help communicate
some ideas. Some ideas are like they
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don't exist without the visual. Like
you think of Simon cynics golden
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circles or start with Y. Right? You
have the three circles, the Y, the how
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and the what? Right? I believe if I got
that right, But you can see the golden
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circles in your mind. Start with Y. And
you have the three rings that he grew
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up in his famous ted talk, right? It
needs a visual. And I think just
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sticking with the most simplest form of
the visual is the most helpful.
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Specifically if you can keep it to a
diagram that illustrates the concept
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those work best. It doesn't need to be
a full blown infographic, which are
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just kind of like, I don't know just
they look like they're helpful but it's
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really just illustrating things that
are like even easier said with just
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words and numbers usually. So coming up
with the simple diagram that
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illustrates it is really helpful
because again, some people are visual
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and some people are Uh like they learn
via audio. Some people like to learn by
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a reading, right? So come up with the
visual for all those visual learners
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out there who like to learn that way.
Uh number six is a metaphor. Is there a
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creative way? Can you pin it to
something else? Can you use a simile or
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metaphor to help frame up this idea?
Right? For a long time, many, many
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start ups were doing a pitch saying
they were the Uber of X industry, right?
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That's a metaphor. They were using Uber
as a way to position off a model that
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everybody else already understood in
the Silicon Valley. Like venture
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capital uh startup scene, right?
Everybody understood how Uber works.
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They had the dual marketplace of people
wanting cabs and cab and entrepreneurs
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who wanted to make money from giving
people rides in their cars, right? You
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had those two customer bases and Uber
was the one bringing those people
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together. So a lot of people were
saying we are the Uber of veterinary
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medicine. I don't know, I don't know if
there's an Uber of veterinary medicine,
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but when I said that you're like oh so
there's an app for me finding a
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veterinarian, maybe they come to my
house, maybe I can schedule a visit,
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but there's an app where I can find the
best veterinarian for me for my
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particular case. Right? As soon as I
said that Uber veterinary medicine, you
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kind of have an idea of what that was
going to be like. That's the power of a
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metaphor. You're using one thing and
comparing it to another. And I think
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While this one is probably the one that
I'm willing to part with the most
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quickly of the seven steps, it's still
very powerful to have a metaphor for
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your idea and the last one. Number
seven is evidence.
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This one's hard, right? Because a lot
of ideas are good and could probably
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ring true, but you do have to build um
some kind of evidence for it. It can be
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in the form of some case studies that
can be in this form of your experience
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over years and years of doing the thing
that you do. It could be in the form of
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research, surveys, experiments, It
could be in the form of testimonials,
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right? There's lots of ways to show
evidence for an idea, but you do have
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to have some. I often have a lot of
ideas that are kind of in the idea
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stage and this is the last step to fill
it out because I have a formed idea and
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the idea is a hypothesis. In fact, a
lot of the ideas that I'm sharing with
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you today here and over this course
have been a hypothesis and I've shared
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with you that there a hypothesis
because I don't have all the evidence
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in the world. I've I've read a lot and
I've had lots of insights but I'm still
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sharing ideas and I'm testing ideas to
make sure they're good to make sure I
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have substantial evidence and it's okay
to publish and talk about ideas before
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you have evidence to be fully confident
and truly defend it. But once you have
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you do want to have the goal of getting
evidence so you can add it to your idea
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to be able to back it up a little bit
At the same time. Don't wait too long
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to get so much evidence that it's 100%
fact true. I mean, this is why higher
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ed gets behind and marketing right?
Because by the time of marketing
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practices proven without a shadow of
doubt through 50 plus research projects,
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well, it's probably passe now and kind
of doesn't work as well as it used to,
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right? And that's why higher Ed
continues to be behind the ball when it
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comes to marketing practices. Because
by the time you can like validate
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beyond the shadow of a doubt that it's
true, it's kind of old. It's rusty. It
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actually doesn't work as well as it
used to. So while I am a big fan of
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finding evidence to promote your ideas
at the same time, sometimes thought
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leadership is on the edge and doesn't
isn't fully proved yet, right? That's
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kind of the kind of the trouble of
being a thought leader sometimes is
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that you're on the edge and don't have
all the proof yet, but you're usually
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getting the proof as you go and testing
ideas. Um, it's still good to have it.
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But again, don't wait until the very
end. Unless you're becoming a thought
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leader for academia, then you do kind
of need to have all your ducks in a row
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there. All right. So those are the
seven steps to packaging idea. I found
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it very useful. I'm now running all my
ideas through this and sometimes I
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package them and I'm like, oh, this is
a great idea. And then I read about it
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in someone else's book on my crap. I
didn't come up with this idea. Um, like
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this one is really just the variation
of matt churches idea, not my unique
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idea, but still I've tweaked it a
little bit. Make it helpful for me. I
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hope it's helpful for you. Once you
start creating a bunch of these ideas
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and you have all these documents with
these ideas in and it becomes so much
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more helpful for creating content, you
can literally pass this off to a
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content creator and they could come up
with content. So that's what I'm doing.
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I'm actually passing it off to my
social media specialist who's going to
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turn some of these ideas into a number
of different short Lincoln post. I can
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pass it off to my blog to turn into a
longer form blog post and I can even
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pass it to a book writer if I so desire
to turn it into a book. Now while I am
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working on a book and turning a lot of
these ideas into our playbook for
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Thought leadership here at Sweet Fish
Media, um I'll probably be writing it
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myself and this becomes the next best
step to do so. So again, packaging your
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ideas, makes your ideas stand out and
easier to pass off and helps you not
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just have a half baked idea forces you
to think all the way through what this
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idea is, how it's useful and how it can
be communicated to the masses.
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Hopefully this episode was helpful. If
it was let me know at Lincoln dot com
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slash digital marketing dan, please
send me a connection request then let
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00:16:19.430 --> 00:16:23.720
me know. I'd love to talk to you. Um,
and if this episode was helpful at all,
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00:16:23.720 --> 00:16:28.900
please give us a fair rating on the
podcast player of your choice. Every
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00:16:28.900 --> 00:16:33.020
podcast rating helps us get ranked
higher in the podcast taps and helps us
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00:16:33.020 --> 00:16:36.330
get found by more and more people. So
if you could do anything for me, if
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00:16:36.330 --> 00:16:39.610
this was any help for you, if you could
tap that star rating that you think we
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00:16:39.610 --> 00:16:42.460
deserve, that would be fantastic. Thank
you.
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And Sweet Fish. We're on a mission to
create the most helpful content on the
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internet for every job function and
industry on the planet for the B two B
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marketing industry. This show is how
we're executing on that mission. If you
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know a marketing leader, that would be
an awesome guest for this podcast.
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Shoot me a text message. Don't call me
because I don't answer unknown numbers.
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00:17:05.220 --> 00:17:11.650
But text me At 4074 and I know three,
Just shoot me. Their name may be a link
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to their linkedin profile and I'd love
to check them out to see if we can get
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them on the show. Thanks a lot.