Transcript
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Yeah,
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welcome back to be, to be growth. I'm
dan Sanchez with sweet fish media and
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I'm here with Ethan Beauty, who is the
chief evangelist at bom bom and a
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longtime guest on BTB growth. So Ethan,
welcome back to the show, Thank you so
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much. It's been a privilege to be
engaged with you and the other folks
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who have hosted and co hosted the show
over the years. Um and I'm happy to be
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back today. We're here to talk about
heathens new book they just co authored
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with Stephen personally, they just
authored the book Human centered
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Communication, a business case against
digital pollution and I've been hearing
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about this book coming out for a long
time. I finally just had a time to look
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over just before this interview and it
is a fantastic premise. You think, can
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you tell us a little bit about the
premise behind the book and digital
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pollution itself and then I have lots
of interesting questions and stories to
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share afterwards. Awesome. So I'll
start with digital pollution and then
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move a little bit into human center
communication, then get into the super
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fun part. So digital pollution, I feel
like we've given a name to something
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that we've all suffered with for a long,
long time in a variety of different
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ways. I think we would all recognize
different examples that we've
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experienced and I think as we get into
the conversation, some of those will be
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obviously illuminated, but when you
think digital pollution, think about
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anything that's confusing, frustrating,
annoying, distracting, perhaps even
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dangerous. So at one really far end of
the examples is malware, phishing
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attacks, data breaches, ransomware. All
these other things like very malicious
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and intentional on the far other end is
just kind of this sometimes funny,
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silly innocent type stuff where you
pick up your phone and there are 85
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text messages and you're like, hey what
the heck just happened and you realize
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you're now in a group message that
really didn't need to be a group
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message or maybe you didn't need to be
in it. And so like you got to figure
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out what's going on there, you know,
not intentional, not harmful but still
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distracting and kind of annoying. Or
another one is when you receive or
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you've actually sent a an auto
corrected or mistyped message. That
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creates some confusion sometimes it's
even embarrassing. So that's like
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that's on the other end, it's just
those things just happen and we can be
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maybe a little bit more careful, but
The bulk of the conversation, I think
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especially in the context of B2B growth
B two B sales, B two B marketing and
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really across the entire customer
experience is what I call consequential
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pollution and it's you're not seeking
to do harm as you are on the
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intentional end. But something about
your approach to creating and
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delivering value is frustrating,
confusing, annoying, distracting or
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even threatening to somebody else and
they deem it pollution. So that's a key
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characteristic digital pollution is
subjective and contextual, you don't
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get to decide what's pollution, the
recipient or the person experiencing
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what you're presenting gets to decide
for themselves in the moment. One quick
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thing on that is you and I dan could
get the exact same message from the
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exact same source in the exact same
channel. Let's just pretend it's email
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to keep it simple um with the exact
same offer for the exact same reason.
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There there's several things that you
and I shared and that might land us on
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the same list of the same message at
the same time. I might get and say oh
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my gosh, this is so helpful, I'm so
glad I got this today, you might get
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and go not again unsubscribe abuse,
whatever. However, if you had received
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that same message a month earlier,
perhaps before you had made a buying
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decision or before you understood
something differently, you might have
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been happy to receive it or a month
later, that situation might change. So
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it's highly contextual and highly
subjective. So that's pollution. Any
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thoughts or observations yourself with
regard to that idea. I mean I think the
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internet has made it pretty obvious
like what pollution is. I mean even
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when you first think about it, when
people even think about advertising in
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general, you think of like Madison
Avenue which just so many lights and
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advertisements all over the place,
you're just like oh my gosh! I mean
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that one is so over the top that it's
actually a landmark now, but in general,
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I feel like the internet is kind of
like that. We're just, there's so many
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irrelevant messages and spam floating
around our systems that it just becomes
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obnoxious to the point where we become
banner blind because we can't even see
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it anymore. One of things I did it like
as soon as I had submitted the
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manuscript, I went on an internal tour
at bom bom, the company I work in um
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and went team by team and just
facilitated brief conversations about
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these ideas to help create some
understanding awareness to develop them
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even further. And one of my most
obvious takeaways is something you just
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observed which is that we've become so
desensitized to it. We just accept as
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normal some of the stuff that we have
to do, whether it's just a habit of
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swipe, delete swipe, delete swipe,
delete on our phones while we have a
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minute so that when we actually do
intend to spend time in our inbox, it's
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on things that we've already filtered
or whether it's just accepted that I
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need to be silence that friend or block
that person. So I don't see any more of
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that junk anymore. And so, and this
goes very big. We just saw the
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instagram facebook Internal
documentation thing come out that they
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know that what's going on in social is
insanely damaging to a generation of
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young women um that fits in this
conversation to outside the bounds a
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little bit of B2B growth but um still
part of the digital pollution
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conversation. And so we've become blind
to it because it's so pervasive, it's
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funny because as a user it's like as I
was reading the book, I'm like it's so
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obvious like of course like of course
the more narrow the segmentation of
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course the more personalized it is, the
more human it is you're kind of like
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like of course that's going to work but
then I can think back to my time as a
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marketer and I'm like I've clearly not
always done this and I think any
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marketer that's been marketing for any
length of time has a list of like that
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would be dripping red like with all the
sins we've committed of digital
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pollution like over over the last
decades I know if I can share like one
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of my most embarrassing ones um that I
was thinking about as I was reading
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this book and I'm like that was me um
was a time I was working for a
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christian university, I was trying to
grow instagram followership and we had
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been running ads and all that kind of
stuff. You could say that some of that
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might have been digital pollution
probably less so than other places
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though, but I had a friend that was
having great success with an automated
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program right, fully automated kind of
like a follow one follow type of a
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system and it would go and actually,
automatically, like a lot of different
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posts We had great engagement with our
Instagram profile, but I was like, you
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know, we really want to get this up
above 10,000 because then we can have
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the swipe and the stories and have
links in there and all kinds of stuff.
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Let's get it over 10,000. Let's use
some automation. Let's increase
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engagement 100 times because it's going
to be commenting and liking other
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people's posts for us automatically. So
we run this system, it's running for a
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few weeks and I'm like, okay,
engagement's going up, reaches going up,
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followership is going up all systems go
little did I know like people were
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paying attention to what that page was
commenting on and liking on. And even
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though I had set really tight
parameters, it started liking things
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that I would never want associated with
the college and the followers that were
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engaged noticed, they were like, what
is this? Did you like this questionable
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photo was like, no, it was so bad. But
it was like one of those things where
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you think just because you can increase
it with automation just because you can
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scale something to the n degree that
it's going to work. But oftentimes
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taking that kind of robotic approach
just isn't isn't going to get you to
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where you thought you were going to go,
it isn't actually going to build the
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relationships you were hoping it would
build and it kind of alienates some of
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the people that you actually did have
genuine relationships with because
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guess what? They can feel it. So that
was like probably my worst story of
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like taking it too far and the
consequence of it, of course I shut it
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down after that, never went back to
that kind of automated social game
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again, but it was certainly painful. So
the interesting thing that you just
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shared there is an awareness of the
counter impact or kind of like the
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negative metrics or the failure rate of
what you were doing and by that, I mean
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you fortunately had built a brand and
built a following that cared enough to
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let you know that they were confused at
best and displeased at worst, but that
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you were paying attention, I think so
much of this activity were so focused
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on the first number you started with
was like let's get to this number and
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do whatever it takes to get there and
oh by the way, let's, you know, we're
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gonna, because it's less tangible. It's
less measurable to know what the
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sentiment is. Either of the people on
the receiving end or in this case, you
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know, people already accepted into your
community, It's harder to understand
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that sentiment. So fortunately people
to raise their hand, but you know, if
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we want to high five about achieving a
3% conversion rate up from 2.4% 25%
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growth there and we can be like, we're
superstars were amazing. I can't
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believe we grew this by 25% so often
what we do in that scenario is ignore
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the other 97% and some of what's going
on in that population and some of that
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is negative word of mouth, it is
distancing from you. It's blocking
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deleting if there, if it's an email and
they're using a tool like superhuman,
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they can block not just you but your
entire domain. So none of the sales
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people ever to take that role or any of
the marketers ever to take that role in
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the future can never reach you again.
And I don't think we're honest enough
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about some of the counter impacts of
what we're doing. The failure metrics
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is another way to say it. And so at
least you we're working in a context
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where people were kind enough to let
you know. Yeah, I was fortunate. I'm
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sure there's been many times where I've
worked in context where nobody let me
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know and then I just had spinach in my
teeth right? Maybe no one noticed
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because it just wasn't, they weren't
real people. It's interesting to think
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about human center communication. It
makes me wonder Ethan if there are like
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certain channels or certain broad
practices that are like clearly just
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these, these things should never be
done or if there are channels that are
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always always good. Can you think of
certain tactics channels maybe like
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broad broad strategies that are on the
no list or on the yes list for human
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center communication. Um, you know the
fun thing is this is not so black and
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white. What we're looking to do here is
not prescribe your behavior for the
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next 36-48 months based on what we've
learned from the past and what we're
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forecasting for the future. We're
really applying the principles of human
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center design, which is a 30 or 40 year
old practice to our daily digital
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virtual and online communication for
the benefit, not just of the, of the
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people you're reaching out to our
engaging with but for everyone and for
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your long term relationships,
reputation and revenue and I think that
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reputation pieces key and you just told
a nice story about it And so you know,
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I don't know that I would offer
anything in the context of your
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question that would be really new or
surprising. I mean obviously purchase
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lists and taking every single email
address you can find and putting it
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into your sales cadence tool or
whatever and just like you know,
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shooting things at them until they
finally reply or the unsubscribe or
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mark you for abuse. Obviously we can,
you know, laugh all day about the
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foolish approach of you know making
linkedin connection requests under some
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premise or with no, you know, no note
with it at all And then immediately
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dumping the copy paste stuff about how
the funny ones obviously have bad
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variable data in them, you know, like I
know how much time in an effort you put
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into building good conversations and a
good personal reputation on linkedin
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and I do that probably not as
aggressively or as well as you do, but
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in any case, you know, I built a page
for the customer experience podcast, I
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built a page for this book, Human
centered communication. And so
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sometimes those variables will get
plugged into some of the outreach that
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I'm getting on linked in or even by
emails after Lincoln gets scraped. I
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mean obviously all that stuff where
we're pretending this is a key, I guess
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this is a key idea and then I'll give
it back to you on this, whether it's a
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I or automation or personalization,
that's really just a form of automation
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um where you're slugging things in, you
know, scraping and plugging, I think
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where we go awry and we're definitely
not operating in a human centered way
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because you can automate things in a
way that is in service of other human
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beings and they will appreciate, right,
like I don't ever want to talk to
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somebody at amazon and I love the
products that they refer to me at least
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I like never mind seeing them because
their hit rate on it is decent, like,
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oh I don't mean that now, but at least
it's a you know, it's legit. That's a
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pretty good offering. So this can all
be done well. But a key idea is don't
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let things act as if and don't set
things up to act as if they are
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something that they are not.
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Uh And by that I mean I have written
emails that say, hey, you know, I'm
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sending this email to a couple 1000
people and you're one of them right?
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Stop pretending like this is made just
for you now. There's a difference
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between what I just offered and you
know, going into a crm are similar and
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saying if this is true, if that's true,
if this number is between this range
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and that number is between that range
and these two things are false as soon
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as those things all line up send this
message that is actually going to be
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super helpful for somebody. Probably
right. And so there are ways to do this
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well and there are ways to do it poorly
but don't let things act or be
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presented as if there's something that
they are not because a R. Bs detectors
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are very strong and they get stronger
all the time when something new happens.
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Maybe were fooled one or two more times
like because it's new but humans are
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very adept at this and so we learned
very quickly and then to it just sets
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the whole relationship off on the wrong
foot. I mean you're you're
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mischaracterizing or misleading out of
the gate and I don't offer that in a
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moral, with a moral sensibility.
Obviously we could undertake that from
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it. Just being the right thing to do is
to be more forthright and
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straightforward with people. But as
soon as people discover that gap,
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you're immediately killing the one
thing that leads to a yes, which is
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trust. Hey, everybody Logan with sweet
fish here. If you've been listening to
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the show for a while, you know, we're
big proponents of putting out original
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organic content on linked in. But one
thing that's always been a struggle for
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a team like ours is to easily track the
reach of that linked in content. That's
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why I was really excited when I heard
about shield the other day from a
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connection on, you guessed it linked in.
Since our team started using shield,
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I've loved how it's led us easily track
and analyze the performance of our
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linkedin content without having to
manually log it ourselves. It
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automatically creates reports and
generate some dashboards that are
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incredibly useful to see things like
what contents been performing the best
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and what days of the week are we
getting the most engagement and our
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average views proposed. I'd highly
suggest you guys check out this tool if
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you're putting out content on linked in
and if you're not, you should be, it's
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00:15:59.500 --> 00:16:04.510
been a game changer for us. If you go
to shield app dot ai and check out the
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00:16:04.520 --> 00:16:10.250
10 day free trial. You can even use our
promo code B two B growth to get a 25%
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00:16:10.250 --> 00:16:15.880
discount again. That's shield app dot
Ai. And that promo code is B. The
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00:16:15.880 --> 00:16:22.600
number to be growth all one word. All
right. Let's get back to the show. Hey,
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that's tough. As you were talking. I
could think of a lot of different
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situations around my gosh, I'm still
doing this and I'm still doing that and
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it's not, it's not, it is disingenuous.
I will just call it out for what it is
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in places where I still consult or help
with. Not a sweet fish but sweet fish
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is like very hands on, very personable.
Everything's done almost manually. I
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can think of a situation where I send a
text message after someone requests
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information that of course it's very
triggered to be like only come at a
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certain amount of certain time when
someone could actually be sending it.
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And it's like, hey saw that you were
just requested information. What was
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interesting to you about the program
right? And it's made to look like it
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came from a human naturally. I'm the
one who wrote it and it's been sent
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thousands of times from other sales
reps and but I'm like well is it going
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too far to make it look like the
representative even though like if I
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had enough time and I slowed down the
lead rate per rep. They probably this
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is exactly what I would have them send
over and over again. So it gets hard to
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just like figure out where I've even
sent the reverse where someone might be
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ghosting me or ghosting a rep. So I
have a little script, it's not even
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automated. I have them manually send
out something that looks like a robot
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just so they respond and I know whether
they want to follow up or not. I mean
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maybe I could know that hey they
haven't responded so maybe I should
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stop calling them. But there's
certainly been times where I'm like
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reply yes, reply yes or no. Text text
message rates may apply, you know, to
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make it look like it came out of an
automated system just to get them to
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reply. So it's those kinds of things
that I'm still trying to navigate
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internally. How do you use your
framework to tell? Like whether whether
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or not you've kind of crossed the edge.
Okay, so that leads me to acquit I'll
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do this quickly. It is I'm going to use
a model from a design firm called video
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and I'm just going to describe for
people human centered design. So I D. O.
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Is a design firm that's used human
centered design principles in this
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model I'm about to describe to design
the first apple mouse decades ago, more
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recently, a water system in Africa and
they've designed hundreds if not
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thousands of products services systems
and processes using this framework and
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it's very simple. It's three
overlapping circles. Think of them
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maybe in a triangle shape with two on
the bottom one on the top and they all
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equally overlap so they all meet in the
middle and then their spots where the
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two of the circles overlap. The three
circles are these number one in
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desirability and the needs of humans.
Like what do the people involved in
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this or on the receiving end of this or
who are going to be affected by this?
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What do they need and want? Then other
circle adjacent to it is feasibility.
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What does technology allow us to do?
And then the third circle kind of on
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top overlapping those two and meeting
in the middle is viability. The
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definition for business success. So
desirability needs of humans,
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feasibility, what's possible with
technology and viability. The
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definition for business success. And so
if you're if you want to start thinking
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about, Gosh, am I really doing the best
thing here for my long term
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relationships, reputation and revenue.
This is a common track that a lot of
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people fall into. And if you start with
the definition for business success,
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you start with viability. What do we
want. We want X number of dollars or X
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number of clicks or X number of
whatever's right. We start with our
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definition for success and then we
immediately go to feasibility, what
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does technology allow us to do? Well,
As we all know, a listener to this show
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would know whether it's your second
episode or you're set 200, you know
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very well. The technology is insanely
powerful and incredibly inexpensive
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these days. And so that opens up a lot
of doors and the problem is so many of
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us because it's the fastest easiest and
very often maybe even the most
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profitable thing to do as we stop there.
And we're operating at the overlap of
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our definition for business success and
what technology allows us to do and
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that's where we wind up doing these
things that treat people like numbers
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rather than treating people like people.
Another problem too is if there are
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people involved, not only are we at
some level dehumanizing the people were
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trying to build our business success
with were also very often dehumanizing
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our team members who are forced to
execute these systems and processes. Um,
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it doesn't bring them to life. It
doesn't allow them any creativity or
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any space to make adjustments on the
fly. Now that's an extreme that being
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in an extreme organization most allow
some level of flexibility and trust,
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but a lot of them don't either. I mean
you think about like just a really
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harshly run call center is what a
dehumanizing role that could become
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very easily so missing in that scenario,
in case you missed it is desirability.
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What do people actually need and want?
And this goes back to your observation
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earlier dan of like duh yup uh huh. If
we designed more of our work and more
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of our messages and more of our
experiences starting and this is key
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for human centered design. It starts
with desirability. We have to balance
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it with the other ones. This all has to
work together. This is not an act of
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altruism, this is not an act of moral
generosity or kindness. We do need to
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meet the requirements for our business
success in coming to the right solution.
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But it starts with desirability and
some level of intimacy and
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understanding of the people were trying
to serve through this process. Now,
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good news is a listener to this show,
probably is working from personas and I.
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C. P. S. And other tools based on
research and interviews and past
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experience and what do we know from our
current customers and how is that
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turning out? So we can inform that
process. It's just a matter of making
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sure that as a matter of habit we're
consciously thinking about the
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desirability of other people before we
start figuring out the other circles
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and we need to operate more at that
intersection of all three rather than
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the intersection of our success and
what technology allows. And so with
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that framework, then we can start
talking about how we're doing this, how
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we're doing that and we're deep in this
at bom bom right now, Different teams
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because again, as I said earlier, I
started these internal conversations
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and teaching these ideas months ago I
submitted the manuscript at the end of
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March. And so, you know, and we did an
internal book club off the off the
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manuscript itself. And so we're
wrestling with all this stuff ourselves.
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So I offer that is the don't beat
yourself up. None of us is perfect.
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There are no easy answers. We we
involved 11 different experts in this
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book too. None all of them have
strategies and tactics that I think
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people will find helpful, but none of
them has the answer. There's a reason
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we call it the Holy Grail. And it's
because nobody has it. I mean, I don't
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think anyone is going to I like the
three points that you listed below. And
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I'm actually trying remember the last
month's desirability, feasibility and
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the last one Viability. The definition
for business success or the
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requirements for business success. So
that begins to give me a little bit of
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a framework to even judge what is
actually working here. So even I have a
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list of things. I was gonna say, see if
it passed your mustard or not. But let
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me, let me see if I can walk through
some of them using these three things
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and maybe I can arrive at my own
conclusion. Starting with um it was
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funny, I threw out self checkout at the
grocery store, right? You almost wonder
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is like, well that's less human. But at
the same time the desirability to want
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to go through it is obviously high
people use it all the time and
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sometimes it's just faster, easier,
simpler bam I'm out. Maybe it's less
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human because I'm not having to
interface with the human face to face.
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But as far as desirability goes, it
clearly passes the mark and it's
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clearly feasible and passes the
viability test. So that would be good.
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00:24:21.140 --> 00:24:26.000
Yeah. Really, that's a great example. I
would the one qualifier I would offer
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00:24:26.000 --> 00:24:30.120
because I've been in this situation
before is you know, I eat a lot of
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fruits and vegetables and you know, I
don't always like to like pick out the
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00:24:34.920 --> 00:24:38.390
numbers and weigh each one of them. The
person who does it, you know, 1000
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times a day is faster than me. I think
the best case scenario is to have self
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checkout also with some other lanes
open. But my wife and I sometimes we'll
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go grocery shopping at five a.m. On a
saturday and they're not staffing that
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the human checkout lines. So we have to
self check. But I think giving someone
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the option there is a, to your
observation. Yes, it's not inherently
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bad. In fact it's great. A lot of
people prefer it. Some people prefer it
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all the time and someone like me
prefers it under most circumstances. So
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um good example. I like that one. I was
thinking of mandating zoom videos or
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you resume video on like in a team
meeting, that's been a topic of debate
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00:25:17.380 --> 00:25:20.400
where people I've posted about it on
linkedin, people get pretty upset when
350
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you're like, we should mandate videos
and some people get passionate about it
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desirability while it is more human and
certainly allows the team to connect
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more when you can see each other, right?
Video. Desirability is always not there.
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Some people desire more, some people to
desire it less. So of course, most
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companies have taken the stance now
from what I can tell, like strongly
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encouraged but don't mandate it right
kind of falls in that middle ground. I
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00:25:45.700 --> 00:25:48.780
guess it comes down a lot to option is
now I'm going to find them like is that
357
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going to be a trend? Is that giving
people options is probably the best
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thing to do. I think um, setting the
expectation, I think some get togethers
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it could and should be required. Um,
and I think other ones, perhaps not, it
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depends on the nature of the work. You
know, if it's a team, like let's just
361
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say it's an internal team at bom bom or
it's sweet fish and everybody knows
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each other and it's maybe kind of more
of a stand up style update thing, you
363
00:26:14.870 --> 00:26:17.680
know, that's, that's kind of common and
repetitive. Sure. Give people the
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option or you know, we often have
people that are like, hey, I'm eating
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lunch, I'm gonna turn my camera off and
that's cool and everyone understands it
366
00:26:24.010 --> 00:26:28.830
but I think as long as the expectations
are set and managed well then I think
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it's good, I'll give you the other side
of it as a buyer. This was super weird.
368
00:26:34.440 --> 00:26:38.690
So I agree. Like I don't I don't buy
technology for Bomb Bomb but but I can
369
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be a champion internally and so you
know I'm paying attention. I
370
00:26:41.730 --> 00:26:44.950
communicate with a lot of people on
linkedin and so I get pitched a lot of
371
00:26:44.950 --> 00:26:48.750
stuff and most of the time I'm like no,
but if you tell me who your ideal buyer
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is, you know, I'll take a look at it
and pass it on to somebody if they're
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interested they'll reach back out to
you in this case it was a C. X.
374
00:26:55.170 --> 00:26:58.730
Platform and so I was like that's
interesting. Um So I was very candid
375
00:26:58.730 --> 00:27:02.840
with him. I am not your buyer on this
but I'm super interested in it. I will
376
00:27:02.840 --> 00:27:05.740
take this meeting because I want to
learn more about it. I want to
377
00:27:05.740 --> 00:27:08.980
understand it. I want to see how
different people are tackling, you know,
378
00:27:08.980 --> 00:27:13.780
managing C. X. Which is this big crazy
wild hairy thing. Um So I would love to
379
00:27:13.780 --> 00:27:19.830
take the meeting. So two funny things
happened one after we go back and forth
380
00:27:19.830 --> 00:27:23.960
about when I would be available for the
meeting and we arrive at a day and time
381
00:27:24.640 --> 00:27:28.000
couple hours later he comes back and
says hey could you actually do it um
382
00:27:28.000 --> 00:27:31.830
tomorrow instead? Um and I was like, no,
I already told you I can't do it
383
00:27:31.830 --> 00:27:34.770
tomorrow and we already picked this
other day, turns out it was the last
384
00:27:34.770 --> 00:27:38.070
day of the month. So I immediately felt
like a number. I felt like I was trying
385
00:27:38.070 --> 00:27:42.410
to fit his quota for appointments set
and held within a month's time. So that
386
00:27:42.410 --> 00:27:46.450
immediately was a bad feeling. But more
importantly and specific to the zoom
387
00:27:46.450 --> 00:27:52.210
call scenario. It was him and an
account executive and me and I was the
388
00:27:52.210 --> 00:27:56.550
only one with my camera on. So I want
to talk about this for just a moment.
389
00:27:57.240 --> 00:28:01.610
Super weird for me to be on the other
end of this. I guarantee at a minimum
390
00:28:01.610 --> 00:28:05.580
it was a six figure commitment,
probably on an annual basis was
391
00:28:05.580 --> 00:28:09.530
probably an additional six figure
install setup. You know, let's make all
392
00:28:09.530 --> 00:28:14.420
the data flow properly, um consulting
fee on top of it. Probably guessing
393
00:28:14.430 --> 00:28:19.550
because we never got that far. I want
to know who you are. I want to know how
394
00:28:19.550 --> 00:28:22.900
you present yourself. I want to know if
you believe in the things that you're
395
00:28:22.900 --> 00:28:26.680
saying, I want to know if you seem to
have my best interests in mind. Now
396
00:28:26.690 --> 00:28:32.600
live synchronous voice over the phone
or like cameras off on zoom, it's okay.
397
00:28:32.610 --> 00:28:37.570
But I as a human being, if I'm going to
represent you inside my own
398
00:28:37.570 --> 00:28:42.150
organization to put my own name and
reputation on the line to suggest that
399
00:28:42.150 --> 00:28:47.430
this is worth someone else's time. My
ability to see your face, to see your
400
00:28:47.430 --> 00:28:54.250
body language, to judge your intent and
to have a fuller understanding of what
401
00:28:54.250 --> 00:28:58.770
you believe, about what you're saying,
what you believe about my situation. Um,
402
00:28:58.770 --> 00:29:02.740
and all these other things that humans
have thrived on, like we need this
403
00:29:02.740 --> 00:29:06.280
information to make good and safe
decisions for ourselves. We've done it
404
00:29:06.280 --> 00:29:09.860
for millennia. That's why we're so
freaking good at it automatically
405
00:29:09.870 --> 00:29:15.000
without even trying and largely without
even being conscious of it. The fact
406
00:29:15.000 --> 00:29:18.830
that neither one of those guys would
turn their camera on in a 30 minute
407
00:29:18.830 --> 00:29:23.240
meeting just weirded me out to no end.
Like why wouldn't you in that scenario?
408
00:29:23.250 --> 00:29:27.170
I don't know you, I haven't met you.
I've sent you a video email because I
409
00:29:27.170 --> 00:29:30.680
do it all the time or video linked in
message. I guess it was. I had never
410
00:29:30.680 --> 00:29:33.850
seen them at all. I've just seen these
static pictures and we all know how
411
00:29:34.140 --> 00:29:38.780
distant those might be from reality. So
anyway, that's just, that's just a
412
00:29:38.780 --> 00:29:42.980
quick go in a quick story on cameras,
off cameras on and then a pro tip for
413
00:29:42.980 --> 00:29:46.820
people, if you, if you feel like I do
in some circumstances that you would
414
00:29:46.820 --> 00:29:50.780
like someone to turn their camera on
Lauren bailey, who is the founder and
415
00:29:50.780 --> 00:29:55.010
president of both factor in and Girls
club is featured in chapter eight of
416
00:29:55.010 --> 00:29:59.300
this book. She's one of the 11 people
we engage directly on it. And she has a
417
00:29:59.300 --> 00:30:03.010
whole set of things that she offers to
get people to turn their cameras on in
418
00:30:03.010 --> 00:30:06.110
a polite manner. That's fantastic. And
I'm looking forward to reading that
419
00:30:06.110 --> 00:30:10.350
section of the book. One thing that
came to mind while reading the book was
420
00:30:10.740 --> 00:30:14.840
it really made, I think it really makes
a good case essentially for good
421
00:30:14.840 --> 00:30:20.120
content marketing. Right? As a way to
do essentially all the promotion you'd
422
00:30:20.120 --> 00:30:24.990
like to do but doing it in a way where
you can actually create favor with
423
00:30:25.000 --> 00:30:29.150
other people. I was even thinking about
sc oh right, you're like S E O can be a
424
00:30:29.150 --> 00:30:31.330
lot of different things that could be
whitehead, it be great head, it could
425
00:30:31.330 --> 00:30:34.820
be black hat, but if you're doing it in
a way that essentially google would
426
00:30:34.820 --> 00:30:37.860
love it for you to do and just creating
high value content that ranks for the
427
00:30:37.860 --> 00:30:42.880
keywords that has actually has the best
and most thorough possible answer to
428
00:30:42.880 --> 00:30:47.450
meet their searcher's intent. Well
that's just, that's good marketing and
429
00:30:47.450 --> 00:30:51.110
hopefully build some credibility with
them. Well, one thing I think about
430
00:30:51.110 --> 00:30:55.090
though is like, well if you start doing
that and that's good, where does
431
00:30:55.090 --> 00:30:59.950
retargeting ads fall kind of fall into
the mix and some people love retard.
432
00:30:59.960 --> 00:31:03.140
I'm actually, I haven't heard a lot of
people that love retargeting ads. I
433
00:31:03.140 --> 00:31:06.770
like them because I just like to see
how they work and what people are doing.
434
00:31:06.770 --> 00:31:09.850
But I'm a marketer. I'm a nerd some
probably a little bit different but
435
00:31:09.850 --> 00:31:14.230
people are either like or they hate
that their privacy is being stolen and
436
00:31:14.230 --> 00:31:18.270
now they're being targeted by ads. So
be interesting to hear your case on
437
00:31:18.270 --> 00:31:22.320
this one particularly and I've heard
ways of making it better by retargeting
438
00:31:22.320 --> 00:31:25.400
with content or different things like
that. Where do you kind of sit on
439
00:31:25.400 --> 00:31:33.210
retargeting as I don't mind them? I
think it's nice that um so so one big
440
00:31:33.210 --> 00:31:36.560
idea that you already just mentioned. I
just want to double down on it.
441
00:31:37.640 --> 00:31:42.970
Any of these tools any of these systems
any of these things can be used well or
442
00:31:42.970 --> 00:31:47.030
poorly just like when the printing
press came out You could print really
443
00:31:47.030 --> 00:31:50.700
helpful and valuable material or you
could spread misinformation just like
444
00:31:50.700 --> 00:31:56.290
when social media became a cultural
norm we could use it for good and
445
00:31:56.290 --> 00:31:59.300
connect with people and help people and
answer questions and provide
446
00:31:59.300 --> 00:32:04.470
recommendations and tips or we can use
it to manipulate large groups of people
447
00:32:04.480 --> 00:32:10.120
and you know one of the women who I
cite in chapter 16 wrote a book called
448
00:32:10.130 --> 00:32:14.830
deep fakes. The coming in faq ellipse
her name is Nina schick, she's a
449
00:32:14.840 --> 00:32:19.770
geopolitical consultant and observed
that like the same groups like groups
450
00:32:19.770 --> 00:32:24.470
were creating pro donald trump and pro
Bernie Sanders groups the same people
451
00:32:24.470 --> 00:32:29.310
were creating these two groups drawing
people in creating the shared identity
452
00:32:29.310 --> 00:32:33.300
and then turning them like turning them
angry. Same thing. Black lives Matter.
453
00:32:33.300 --> 00:32:36.830
Blue lives Matter like the same people
are using these tools to manipulate
454
00:32:36.830 --> 00:32:40.900
people so we can do well and help our
family and friends and co workers and
455
00:32:40.900 --> 00:32:44.950
strangers and stuff or we can
manipulate people and make life worse
456
00:32:44.950 --> 00:32:49.100
for everybody and destroy the social
fabric that binds us together as people.
457
00:32:49.110 --> 00:32:52.670
So to your point, you know, we can
execute these things whether it's
458
00:32:52.670 --> 00:32:56.510
retargeting or anything else in a good
way or not a good way in general. I
459
00:32:56.510 --> 00:33:01.150
don't mind retargeting as long as
there's some substantial basis there
460
00:33:01.150 --> 00:33:05.330
that the behavior that triggers it has
some substance to it. I think you're
461
00:33:05.330 --> 00:33:10.370
much more likely to get that follow up
click and not too expensive a cost and
462
00:33:10.370 --> 00:33:14.680
so that's a caution, right? Is like the
math is going to be better if you do
463
00:33:14.680 --> 00:33:18.610
retargeting in a better way and by
better. I mean the behavior that
464
00:33:18.610 --> 00:33:23.200
triggers the re target is a substantial
behavior and to your observation that
465
00:33:23.200 --> 00:33:28.610
the follow up stuff is maybe iterations
or alternative versions of the core
466
00:33:28.610 --> 00:33:32.480
idea that continue to add some layer of
interest or value or take you farther
467
00:33:32.480 --> 00:33:36.580
down the road. That's not my area of
specialty but in general I would also
468
00:33:36.580 --> 00:33:40.540
add then this is why I went on the kind
of that tool tangent there, it's a big
469
00:33:40.540 --> 00:33:45.870
idea but be people can turn them off.
So like as long as people have control
470
00:33:45.880 --> 00:33:49.810
at some level and they know where
they're being retargeted is your choice
471
00:33:49.810 --> 00:33:54.270
to be on that site. You know that that
site is supported by advertising. Some
472
00:33:54.270 --> 00:33:57.560
of it is retargeting advertising. I
feel like there's enough consumer
473
00:33:57.560 --> 00:34:02.130
choice there that you know, it it would
be hard to do that in a really
474
00:34:02.130 --> 00:34:06.830
aggressive or terrible way. I think the
bigger question behind it is who has
475
00:34:06.830 --> 00:34:11.560
whose data and how was it obtained?
Yeah, that makes a ton of sense. One of
476
00:34:11.560 --> 00:34:14.659
my favorite marketing books from Derek
Sievers, I don't know if you have you
477
00:34:14.659 --> 00:34:18.380
read this one? I have not one of my
probably second to marketers
478
00:34:18.380 --> 00:34:21.330
philosopher. As far as my favorite
marketing books, Derek Silvers wrote a
479
00:34:21.330 --> 00:34:26.530
book called Your Music and People and
it's really a book written to like
480
00:34:26.530 --> 00:34:32.219
musicians about how marketing and
business and the man are not
481
00:34:32.230 --> 00:34:38.480
necessarily evil, right? He makes
essentially a very concise case or why
482
00:34:38.489 --> 00:34:42.610
you can be an artist and do good
marketing and let that be an extension
483
00:34:42.620 --> 00:34:45.850
of your heart, let it be an extension
of your music and your brand and what
484
00:34:45.850 --> 00:34:49.969
you stand for. That good marketing is
actually just being considerate.
485
00:34:51.040 --> 00:34:55.219
Otherwise, your fans would never be
able to know who you are or where you
486
00:34:55.219 --> 00:34:59.160
came from or where you're playing next
or getting that reminder to that thing
487
00:34:59.160 --> 00:35:03.360
you almost checked out for but never
quite finished. It's just being
488
00:35:03.370 --> 00:35:07.120
considerate. It's being, having the
best interest in mind at least good
489
00:35:07.120 --> 00:35:10.310
marketing. Of course there's lots of
bad marketing. It's probably one of my
490
00:35:10.310 --> 00:35:13.610
favorite lessons from the book. So even
when I think about retargeting, I guess
491
00:35:13.610 --> 00:35:18.630
you could even go to your audience
itself. They might tell you, they might
492
00:35:18.630 --> 00:35:21.730
ask, you could ask them about it and
they certainly might say something.
493
00:35:21.740 --> 00:35:25.550
I've certainly had people come to me
without being asked about sweet fishes.
494
00:35:25.550 --> 00:35:28.460
Retargeting at times have been like,
man, you guys are awesome at
495
00:35:28.460 --> 00:35:31.200
retargeting. I'm like, oh, like what do
you like about it? I don't know. I just
496
00:35:31.200 --> 00:35:35.930
like seeing them like, okay, um, I've
literally had someone, a customer at a
497
00:35:35.930 --> 00:35:39.370
past place at work come to me and be
like, hey, your Youtube ads. I just saw
498
00:35:39.370 --> 00:35:42.260
them all the time. I like them so much.
I just let him play.
499
00:35:43.340 --> 00:35:46.910
I was like, wow. Because it was, they
were just straight up advertisements.
500
00:35:46.910 --> 00:35:50.120
They weren't content, but he liked them
so much. He would just let it play
501
00:35:50.120 --> 00:35:53.050
because I think you just got tired of
all the other whatever junkie was
502
00:35:53.050 --> 00:35:57.780
seeing on Youtube Youtube's ads so
there's certainly a lot of room, lots
503
00:35:57.780 --> 00:36:01.720
of shades of gray. But if you're asking
the right questions and thinking
504
00:36:01.720 --> 00:36:05.670
through it about what they actually
want, what would you want in that
505
00:36:05.670 --> 00:36:08.790
situation if your favorite brands were
doing what you're doing, what would you
506
00:36:08.790 --> 00:36:12.270
expect them to do, what would you hope
they would do? Then you're probably
507
00:36:12.270 --> 00:36:15.050
taking a step or a few steps in the
right direction.
508
00:36:16.230 --> 00:36:19.590
So to kind of wrap up this interview,
I'd love to hear about the differences
509
00:36:19.600 --> 00:36:23.920
between the marketing of this book and
the marketing of your last book. What
510
00:36:23.920 --> 00:36:27.440
have you changed? How are you making it
more human because of what you've
511
00:36:27.440 --> 00:36:32.830
learned in the writing of this book?
Sure. And I loved what you just offered
512
00:36:32.830 --> 00:36:38.940
their about marketing. Again, this is
not altruistic. You're not undertaking
513
00:36:38.940 --> 00:36:42.480
marketing the way you described being
considerate and helpful. You're not
514
00:36:42.490 --> 00:36:48.720
undertaking that at any sacrifice to
revenue or results. In fact, the more
515
00:36:48.720 --> 00:36:53.810
you do that, the more you think that
way the better results are going to be.
516
00:36:53.820 --> 00:36:58.500
And the key thing is we have so much
control now over what we see and what
517
00:36:58.500 --> 00:37:03.490
we don't um in our behavior uh is being
read by machines and so machines will
518
00:37:03.490 --> 00:37:06.730
increasingly control what we see and
what we don't it already happens in our
519
00:37:06.730 --> 00:37:10.550
social feeds for example, or google
search results. They're very contextual
520
00:37:10.550 --> 00:37:14.000
to us. And so if anyone's listening to
this and be like, yeah, being
521
00:37:14.000 --> 00:37:17.030
considered, it sounds really nice, but
let's get back to the real job of
522
00:37:17.030 --> 00:37:22.160
marketing. That is the real job of
marketing, if you want to be successful,
523
00:37:22.530 --> 00:37:27.010
You know, two years, five years, 10
years from now because word of mouth,
524
00:37:27.020 --> 00:37:31.750
the ability to block, deny, ignore and
to teach the machines that you're not
525
00:37:31.750 --> 00:37:36.150
worth anyone's time or attention. Like
there's just more risk than ever in
526
00:37:36.150 --> 00:37:42.880
proceeding in this kind of selfish
industrial lazy mass even mass
527
00:37:42.880 --> 00:37:48.280
segmented type of manner. And so I just
wanted to say that so fun just as this
528
00:37:48.280 --> 00:37:53.280
is an observation. So two things I
intentionally did differently this time
529
00:37:53.280 --> 00:37:58.840
compared to 2.5 years ago when we
released re humanize your business and
530
00:37:58.840 --> 00:38:02.810
then one big observation. So the two
things we wanted to do for sure is we
531
00:38:02.810 --> 00:38:06.010
wanted to bring this book to life. We
thought it would be fun. We thought it
532
00:38:06.010 --> 00:38:09.910
would be unique. We thought it would be
in the spirit of the book itself. And
533
00:38:09.910 --> 00:38:14.020
so what we did was create a number of
experiences around it. In some cases
534
00:38:14.020 --> 00:38:17.300
these experiences are rewards for
people who opted to preorder at
535
00:38:17.300 --> 00:38:22.450
different stages And we had these 11
experts and so we reached out to them
536
00:38:22.450 --> 00:38:25.490
and said, hey we want to do these
events on these particular days. Are
537
00:38:25.490 --> 00:38:29.530
you around for them? You know? So
tomorrow for example, the day after
538
00:38:29.530 --> 00:38:32.590
recording this, not the day after
someone might be listening to it. But
539
00:38:32.600 --> 00:38:36.350
tomorrow the day after recording this,
I'm going to be joined by dan Hill who
540
00:38:36.350 --> 00:38:39.190
is an emotional intelligence expert
with seven U. S. Patents in the
541
00:38:39.190 --> 00:38:43.960
analysis of facial coding data, julie
Hanson who is a salesperson and sales
542
00:38:43.960 --> 00:38:49.050
manager who decided to take acting and
improv classes to become more confident
543
00:38:49.060 --> 00:38:53.340
in her role and now she teaches people
acting and improv to be more successful
544
00:38:53.340 --> 00:38:57.010
in their sales roles and on camera in
particular. And then Lauren bailey who
545
00:38:57.010 --> 00:39:00.650
already mentioned um founder and
president of Factory and Girls Club
546
00:39:00.820 --> 00:39:04.720
these events. It's just me steve these
three steve is my co author on the book
547
00:39:04.720 --> 00:39:09.000
in our CMO at bom bom the five of us
and then whoever else wants to show up.
548
00:39:09.000 --> 00:39:14.410
The first one we did was super intimate.
It was like 18 people plus me steve
549
00:39:14.420 --> 00:39:17.940
shep hiking who's a customer service
and customer experience expert has
550
00:39:17.940 --> 00:39:23.160
written nine books and um dan tire who
is one of the more beloved people in
551
00:39:23.160 --> 00:39:27.370
the world of sales in my opinion
because he's just so over the top and
552
00:39:27.370 --> 00:39:32.050
generous sixth employee at hubspot for
salesperson at hubspot. And so these
553
00:39:32.050 --> 00:39:35.770
people were getting like intimate
practical advice about problems they
554
00:39:35.770 --> 00:39:38.680
were really facing in their day and
learning from other people who are
555
00:39:38.680 --> 00:39:42.050
asking their own questions of these
people. So several of these intimate
556
00:39:42.050 --> 00:39:46.230
experiences was one thing that we
wanted to do to like bring the people
557
00:39:46.230 --> 00:39:49.740
out of the pages and make it like a
real interactive experience that
558
00:39:49.740 --> 00:39:53.940
specific and custom to the people who
decided to show up and who were
559
00:39:53.960 --> 00:39:57.640
interested enough or brave enough to
ask questions in a group setting,
560
00:39:57.720 --> 00:40:01.550
intimate group setting, but a group
setting. Nonetheless. Another thing was,
561
00:40:01.550 --> 00:40:07.450
I was very aggressive about 1 to 1
videos. So I started um just like I
562
00:40:07.450 --> 00:40:10.310
would take five minutes and I'll just
write down a bunch of people's names.
563
00:40:10.310 --> 00:40:13.850
People I like people I thought should
know about this. People who've been on
564
00:40:13.850 --> 00:40:18.090
my podcast, people have been kind
enough to host me. Someone like you or
565
00:40:18.090 --> 00:40:21.670
Logan or James who I've known for some
time and I knew would be interested in
566
00:40:21.670 --> 00:40:26.620
the contents Of the book. Um so I would
just do the session and then you know,
567
00:40:26.620 --> 00:40:30.560
I would carve out 15 or 20 minutes a
day and just send videos and as soon as
568
00:40:30.560 --> 00:40:34.100
I got through that list, cross them all
off and I brainstorm another list and
569
00:40:34.110 --> 00:40:38.840
another list. Another list. I sent
hundreds of personal video messages by
570
00:40:38.840 --> 00:40:44.750
email and linked in Over the probably
8-10 weeks leading up to release And it
571
00:40:44.750 --> 00:40:48.290
resulted in a number of things. Some
people said, this is awesome. I want 25
572
00:40:48.290 --> 00:40:52.000
copies for my whole team. Other people
said um that's really awesome,
573
00:40:52.000 --> 00:40:56.250
congratulations and nothing else from
that. Other people said awesome. I need
574
00:40:56.250 --> 00:41:00.490
to get you on the show because they
host a lie a linked in live or podcast
575
00:41:00.490 --> 00:41:03.760
or something else. Other people said,
Oh my gosh, this reminds me of my
576
00:41:03.760 --> 00:41:10.570
friends. So, and so I need to introduce
you. And so I guarantee and this now
577
00:41:10.570 --> 00:41:15.310
leads me to the other big observation.
We used a lot of emails, we have a very
578
00:41:15.310 --> 00:41:18.520
large database at bom bom. We have tens
of thousands of customers and then
579
00:41:18.520 --> 00:41:22.240
thousands of people who try our
software for free every month. Um and
580
00:41:22.240 --> 00:41:26.230
so we communicate with those people in
different ways and so we were offering
581
00:41:26.230 --> 00:41:29.890
the book to them when we did that with
re Humanize, we hit number one in all
582
00:41:29.890 --> 00:41:34.400
these amazon categories 2.5 years ago
we'd send a mass email. We light it up
583
00:41:34.410 --> 00:41:38.580
here. You know, the open rates were
about the same. The click rates were
584
00:41:38.580 --> 00:41:42.250
not terrible. The content was pretty
good. We're not just saying, you know,
585
00:41:42.250 --> 00:41:46.120
simple stuff like hey go by the book.
Um you know, there's some of them were
586
00:41:46.120 --> 00:41:53.040
interactive and value added but I
promise that I sold more books myself
587
00:41:53.050 --> 00:41:58.020
sending 1 to 1. Video messages in the
in the ripple effects of doing that and
588
00:41:58.020 --> 00:42:01.510
say, you know, reaching people
personally talking about the last time
589
00:42:01.510 --> 00:42:04.590
we connected, talking about why I
thought they should know about this.
590
00:42:04.590 --> 00:42:08.100
And then just leaving it in their hands,
hey down below. I've got a link to the
591
00:42:08.100 --> 00:42:11.570
main landing page. I've got a link to
the book bonus. Like the packages we
592
00:42:11.570 --> 00:42:14.940
put together and a link to the full
introduction in table contents of the
593
00:42:14.940 --> 00:42:19.290
book. If you have time and interest to
check it out, I welcome your feedback
594
00:42:19.290 --> 00:42:22.540
if anyone comes to mind or it seems
interesting. I welcome introductions
595
00:42:22.540 --> 00:42:27.190
like, um, and just leave it at that,
leave it completely in their court. But
596
00:42:27.200 --> 00:42:31.870
in this way that is I thought of you
because, and so it wasn't this like,
597
00:42:31.880 --> 00:42:35.720
hey man, could you do me a favor?
Although I guess someone couldn't infer
598
00:42:35.720 --> 00:42:39.920
or imply that from from the message. It
was like, it was a sincere like you
599
00:42:39.930 --> 00:42:43.670
truly came to mind as I thought, who
needs to know about this? Who do I want?
600
00:42:43.680 --> 00:42:48.020
Who believes similarly to me and steve
and in our broader community and in
601
00:42:48.020 --> 00:42:51.520
these types of things. And so I think
that made the whole thing a lot more
602
00:42:51.520 --> 00:42:55.930
personal and the result was really good.
I mean, we just got out of launch week
603
00:42:55.940 --> 00:43:00.430
and the number of posts, even from
people that I didn't send videos to.
604
00:43:00.500 --> 00:43:03.890
You know, people just coming out in
support of it um in a variety of
605
00:43:03.890 --> 00:43:07.480
different ways and it's just an
absolute pleasure. And I think it
606
00:43:07.480 --> 00:43:11.940
reinforces this idea that our
reputations matter, that our
607
00:43:11.940 --> 00:43:15.570
reputations are built message by
message experienced by experience,
608
00:43:15.570 --> 00:43:20.600
comment by comment. And you know, if
you're trying to cut shortcuts or you
609
00:43:20.600 --> 00:43:23.780
treat people like numbers, you're not
going to get the things that you maybe
610
00:43:23.780 --> 00:43:27.250
need or want or hope for in the moments
that you need or want or hope for them.
611
00:43:27.260 --> 00:43:31.540
Whereas if you treat people with
respect and kindness and you're curious
612
00:43:31.540 --> 00:43:35.000
about the work that you're doing. Um I
think the results are going to be
613
00:43:35.000 --> 00:43:39.250
better. It's going to be more
satisfying work and you're gonna have
614
00:43:39.250 --> 00:43:42.290
doors open that you don't even know
existed and that happened for me and it
615
00:43:42.290 --> 00:43:45.520
was, it was a joy. It's funny as you
say that
616
00:43:46.700 --> 00:43:51.240
it makes me think it's like doing doing
the right thing and doing it well. It's
617
00:43:51.240 --> 00:43:55.500
not just 10 times harder. It's not even
100 times harder. It is. It is
618
00:43:55.500 --> 00:43:59.810
literally probably like 1000 times
harder to do it that way. But the
619
00:43:59.820 --> 00:44:04.750
impact that it has, like even just
growing, like I shared that story about
620
00:44:04.750 --> 00:44:08.800
trying to grow an instagram page. Like
I did it the hard way, just growing my
621
00:44:08.800 --> 00:44:12.200
own Lincoln following over a year and a
half and I guarantee you like the
622
00:44:12.200 --> 00:44:16.270
amount of time and effort and hours
putting to just commenting, let alone,
623
00:44:16.270 --> 00:44:21.970
right in my own post. I'm like probably
over easily 1000 times harder and more
624
00:44:21.970 --> 00:44:26.990
time consuming. But it's also 1000
times more rewarding. And I could
625
00:44:26.990 --> 00:44:30.410
probably sell something now through
linkedin and you could probably like it.
626
00:44:30.410 --> 00:44:34.030
So I'm not surprised that you sold more
books because it's just that much
627
00:44:34.030 --> 00:44:39.100
better at what it is. It's just harder
and honestly, I don't think people are
628
00:44:39.100 --> 00:44:44.070
to our aren't that afraid of making the
jump to doing something harder. I think
629
00:44:44.070 --> 00:44:47.920
they just have to have a more
confidence that it works
630
00:44:48.990 --> 00:44:52.220
that yes, you can put in, you can put
in the 1000 hours
631
00:44:53.290 --> 00:45:00.090
it pays out, it pays and I think as we
continue to champion this message as we
632
00:45:00.100 --> 00:45:03.450
get it in front of more people and I
hope a lot of people from this show go
633
00:45:03.450 --> 00:45:07.310
and buy this book because it's probably
going to convince you that doing it the
634
00:45:07.310 --> 00:45:11.610
hard way doing it the right way. Well
not only yield better results, but
635
00:45:11.610 --> 00:45:16.190
we'll multiply whatever results you get
in the short time period you put into
636
00:45:16.190 --> 00:45:20.540
like, like just putting the work into
it and doing the right thing. But it
637
00:45:20.540 --> 00:45:21.600
grows with you
638
00:45:22.690 --> 00:45:28.210
because all those messages you sent out
Didn't just lead to one transaction. No,
639
00:45:28.210 --> 00:45:32.050
that was like an almost, it wasn't just
an ask, it was almost a deposit into
640
00:45:32.050 --> 00:45:37.000
the relationship. You exercise the
relationship in a way that now can lead
641
00:45:37.000 --> 00:45:42.960
to something again in the future in a
way that added value. So I love what
642
00:45:42.960 --> 00:45:45.890
this book is doing. I love that. It's
giving people confidence to do things
643
00:45:45.890 --> 00:45:51.500
in a way that can, is harder but is
ultimately 10 times 100 times more
644
00:45:51.500 --> 00:45:55.720
profitable and just makes honest and
honestly, it's just way more fun to, as
645
00:45:55.720 --> 00:45:59.850
hard as some of these things are the
reward you get when you actually enter
646
00:45:59.850 --> 00:46:04.550
into these conversations. I find it's
just to be so much more significant and
647
00:46:04.560 --> 00:46:08.910
makes work so much more enjoyable. So
thank you so much for joining me here
648
00:46:08.910 --> 00:46:13.800
on GDP growth. I assume this book is
available in all the different places.
649
00:46:14.180 --> 00:46:16.870
I don't know if there's an audio book
out yet, I think I looked before and I
650
00:46:16.870 --> 00:46:19.810
wasn't there, I assume that's coming of
all the places. What would you
651
00:46:19.810 --> 00:46:23.110
recommend? What what's probably the
best way to consume the book in your
652
00:46:23.110 --> 00:46:27.860
opinion? So we're currently not
planning an audio book for two key
653
00:46:27.860 --> 00:46:33.090
reasons. First, the number of voices um
that speak into it and some of the
654
00:46:33.090 --> 00:46:37.370
quoting that we do at length, it would
like, that's just an interesting,
655
00:46:37.380 --> 00:46:40.470
interesting dynamic. But the other key
thing and the reason I like it better
656
00:46:40.470 --> 00:46:44.650
in the, in the hard cover or in a
digital version, you know, reader's
657
00:46:44.650 --> 00:46:48.610
preference. I mean the physical version
is absolutely gorgeous. We got to do
658
00:46:48.610 --> 00:46:51.820
all the design work ourselves. It feels
nice in the hand, is a beautiful
659
00:46:51.820 --> 00:46:55.380
product, but the reason I like those
formats and the reason we're, the
660
00:46:55.390 --> 00:46:59.450
second reason we're kind of defaulting
against an audiobook is that there's so
661
00:46:59.450 --> 00:47:07.310
much in terms of bullet lists,
frameworks, structures, illustrations,
662
00:47:07.320 --> 00:47:12.390
tables and other things that just, I
just feel like a lot would be missing
663
00:47:12.400 --> 00:47:17.470
from the audiobook experience. Um that
is much easier to take, even if you
664
00:47:17.470 --> 00:47:20.460
want to just like pick and grab it off
the page or pick and grab it off the
665
00:47:20.460 --> 00:47:26.080
digital page. Um so you can learn more
about it at bom bom dot com slash book
666
00:47:26.090 --> 00:47:30.050
or you can hit me up on linkedin. The
book itself actually has a page. Human
667
00:47:30.050 --> 00:47:34.670
centered communication with a hyphen
between human and centered. Check it
668
00:47:34.670 --> 00:47:37.540
out and you reach out to me directly,
if you have questions, if you're trying
669
00:47:37.540 --> 00:47:42.350
to decide whether or not the messages
for you or whether you've actually
670
00:47:42.350 --> 00:47:45.920
picked up the book and you have
questions or feedback or even push back.
671
00:47:46.180 --> 00:47:49.610
This is all about conversations and so
I welcome anything anyone has on it.
672
00:47:49.820 --> 00:47:52.990
Fantastic. Thanks again for joining me
on GDP growth.
673
00:47:54.880 --> 00:47:59.120
Mhm. One of the things we've learned
about podcast audience growth is that
674
00:47:59.120 --> 00:48:03.930
word of mouth works. It works really,
really well actually, so if you love
675
00:48:03.930 --> 00:48:07.840
this show, it would be awesome if you
texted a friend to tell them about it
676
00:48:07.850 --> 00:48:11.360
and if you send me a text with a
screenshot of the text you sent to your
677
00:48:11.360 --> 00:48:15.370
friend meta. I know I'll send you a
copy of my book, content based
678
00:48:15.370 --> 00:48:19.170
networking, how to instantly connect
with anyone you want to know. My cell
679
00:48:19.170 --> 00:48:24.970
phone number is 40749033 - eight. Happy
texting.
680
00:48:27.480 --> 00:48:27.700
Yeah.
681
00:48:29.080 --> 00:48:29.290
Mhm