WEBVTT

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You're listening to the PT Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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First suggested like, hey,

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let's do this regular thing.

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And then I was like,

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why not Monday at nine thirty?

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Why not make it the very first thing

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you do on the week?

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That sounds like a great idea.

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Yes.

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Coming in hot from school drop off.

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So it's good, though.

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It's good.

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Good.

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Andrea Chaney.

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I'm Jimmy McKay.

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This is Marketing Doesn't Work.

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And just to be clear,

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I'm saying that ironically.

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But if you don't do it,

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it doesn't work.

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And if you're doing what you think is

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marketing and then you're like,

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it doesn't work,

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You can dismiss it.

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I love to push back because I'm in,

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you know, you're in healthcare marketing.

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I'm in healthcare marketing, right?

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Like communications, PT, right?

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In a really small world.

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I just gave this little presentation to

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students this weekend.

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Not a presentation.

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I went to APTA's,

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APTA New Jersey's like student conclave.

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And at the end,

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you know how it is.

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We all get excited when we speak or

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do something and then people hang around

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after to ask us a question.

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That's always nice.

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And some students were like,

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but how do we do this?

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And the cool part is,

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and I don't know if you agree about

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this, but they're asking for a real,

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they think they're going to get a really

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sophisticated answer for me,

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but they're not.

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And I know this.

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And I literally drew six words on,

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six letters on the dry erase board.

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I like turned into Professor McKay, right?

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And it was frequency, intensity, time,

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type, volume, and progression.

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Have we talked about this before?

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We have talked about it, yes.

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And I'm like, oh,

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first I quiz the students.

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I'm like, what is the fit VP principle?

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And what are all the words?

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And these students at APT in New Jersey

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did not even know.

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They were like, bang, bang, bang, bang.

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I was like, okay,

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you didn't skip class that day during X

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fits.

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Awesome.

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And then I wrote them out, frequency,

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intensity, time, type, volume,

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and progression.

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And I said, these are exercise principles.

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I paused and they're like, got it.

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Where's the magic?

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And I'm like,

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these are communications principles.

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And it was cool because there was like

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six of them and one of them was

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like, got it.

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And the other one's like,

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I don't understand.

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And I'm like, well,

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how often do you show up?

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how intense, I guess,

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what would you say intensity would be

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like, what's the,

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what's the level of either fun or inner

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information?

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Exactly.

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Vibe.

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Yeah.

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I deliver the same thing as someone else,

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but do it a different way that it's,

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it lands for,

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and neither is better or worse.

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It's just, what's the intensity,

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frequency, intensity, time, type, volume,

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progression.

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And I was like,

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these are exercise principles.

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These are communications principles.

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These are relationship principles.

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These are business principles.

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You use these principles with people.

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You barely know people.

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You never know people are closest to you.

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And magically you,

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Things work.

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So yes, I imagine if you're like,

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I tried marketing.

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We did three posts last week and get

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nothing.

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Well, marketing doesn't work.

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You're right.

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That's the thing.

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Whatever you believe to the phrase

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marketing doesn't work, you're right.

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You're right.

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Yeah.

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Yes.

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Your marketing doesn't work or the way

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you're doing marketing doesn't work.

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Yeah.

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So I rewind them back to who are

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we trying to talk to?

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What are you going to give to that

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person?

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What's your give?

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We can get into that later.

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But first...

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If you live by numbers,

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you die by numbers.

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But numbers are fun.

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They're objective.

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And you had something sort of blow up

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this weekend.

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Low up.

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This is my most, dare I say, viral.

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It's not viral.

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But this has been the most engagement I

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have seen on LinkedIn.

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And so I'll be your hype person,

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which is I'll set it up, right?

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So you share information,

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you work fractionally.

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And I don't know if that was a

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term one of years, ten years ago.

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I don't think it was.

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It feels like it just started two years

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ago.

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It's been more than two years, but yes,

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it was not a term.

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And fractional is like, hey, listen,

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if you don't have budget or the need

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to hire someone like Andrea or a CFO

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or CMO, be chief marketing officer.

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But you're like, we need that.

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There are people like Andrea who are like,

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I might not want to work for you

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full time.

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Right.

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Because I want a little bit of freedom.

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Or I could make more money doing this

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and charge you less.

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You get a hundred percent of Andrea one

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day a week, twenty percent of the time.

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Um, and so you, the post was,

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I've got the full detail as much as

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I could.

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You share good information from your point

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of view.

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And I like it because you're not trying

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to get people to just nod, like,

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and move on.

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Like you're, you're,

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you're calling it like you see it.

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You're trying to get people to be like,

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do you, do you see this?

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Am I wrong?

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Am I right?

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Instead of being like, I'm right, right?

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It's like, am I wrong?

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Am I right?

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So you want me to read this or

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you want to do it?

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You can read it.

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You can read it.

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So this is a post from a couple

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of days ago.

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I worked with a CEO once who reviewed

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and revised every piece of marketing,

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which sounds like a delight.

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Every email, every social post, every ad,

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every landing page reviewed.

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I have thoughts on this,

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as I'm sure you do.

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We can do this.

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Nothing launched without her approval.

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Then months later in a board meeting,

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she agreed that, quote,

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marketing isn't delivering results,

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end quote.

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The marketing team wasn't the problem.

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The bottleneck was...

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uh here's the pattern we often see ceo

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delegate marketing decisions or campaigns

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uh sorry then campaigns move slowly or not

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at all then marketing can't test iterate

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or optimize then results suffer then the

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ceo blames marketing this is a circle this

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is a life cycle you pointed this out

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i didn't know this because i'm not really

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a c-suite guy what am i what's the

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below the c-suite that's where i like to

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hang out the bullpen

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middle manager i don't know i don't know

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i'm in the bleachers if people are in

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the seats in the suites at yankee stadium

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i'm in the right field bleachers so if

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you're if you're gonna own every decision

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and wordsmith every message you also have

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to own the outcomes

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This is why you brought up the CMO

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has the shortest average tenure in a

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C-suite.

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Is it because, hold on a sec,

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all CMOs are just terrible?

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Or is this part of the problem of

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why like, well, that person's wrong.

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You know, I think I wrote some,

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my response to this was like, well,

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if you put your finger,

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if you're the CEO and you put your

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finger in every bowl of soup that goes

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out the door in the restaurant,

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don't be surprised when the soup tastes

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like fingers.

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Nobody likes finger soup.

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Stop talking to my soup.

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So I'll stop here,

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which is if you're going to own every

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decision and wordsmith every message,

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you also, as the CEO,

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have to own the outcomes.

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You can't pee all over everything I do

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and then say, why didn't it work right?

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And this touched a nerve.

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It touched a nerve.

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And I'll say my intention was not to

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give CEOs a hard time.

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I was simply saying the quiet thing out

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loud,

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which is beneficial to both marketers and

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founders and that healthcare and beyond

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space.

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We both work in healthcare,

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so it's relevant for us,

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but this is across the board.

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And this is a conversation I've had with

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marketers in my network forever.

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It's like a tale as old as time.

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And to put this out there and go

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like, hey, CEOs,

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you might be the problem in a very

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not meaning to be like in a demeaning

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way,

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a helpful way to see so many people

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engage with that was was validating and

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like a little disheartening.

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And I had so many for all the

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engagement you see there,

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like I received so many DMS

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Of people who are like,

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I can't comment publicly, but...

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That's when you know you've said

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something, at least to yourself...

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and now it's to others too, true, right?

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True, yeah.

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You know, you've said the thing, you said,

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like you said,

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you said the quiet thing out loud and

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other people, it's even better.

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That's when you know you're onto something

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when someone's like, so I agree with you,

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but I can't say that.

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I can't say that.

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Because the person that I'm afraid of

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reading that isn't able to accept that.

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Right.

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And that sucks.

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It sucks.

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And that's the like the whole this show,

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right?

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Marketing doesn't work is the perspective

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is marketing doesn't work.

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There's a lot of reasons why marketing

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doesn't work.

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And it's not.

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Yes.

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I mean, CEO, I'm having fun.

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I'm making fun by putting up a gif,

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a gif of Taylor Swift saying, hi,

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it's me.

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I'm the problem.

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It's me.

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Sometimes you sort of need to do that.

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I think market, well, this is biased.

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I think marketers are fast to do that.

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I was taught the fastest way to look

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bad as little as possible is be the,

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be quick to say, hey,

00:08:57.034 --> 00:08:57.956
maybe we did this wrong.

00:08:58.056 --> 00:08:59.596
Like own the hell out of it first.

00:09:00.096 --> 00:09:01.317
And like, instead of saying,

00:09:01.918 --> 00:09:04.078
I am perfect and this failed because of

00:09:04.158 --> 00:09:05.899
all of you or one of you screwed

00:09:05.980 --> 00:09:06.080
up.

00:09:06.460 --> 00:09:07.080
Right.

00:09:07.100 --> 00:09:08.421
That whole Taylor Swift gift.

00:09:08.600 --> 00:09:10.520
I keep like holstered and I was taught

00:09:10.741 --> 00:09:11.662
early in my career.

00:09:12.042 --> 00:09:12.182
Hey,

00:09:12.221 --> 00:09:14.043
if you lean in and saying I'm there's

00:09:14.082 --> 00:09:15.403
a possibility I'm the mistake.

00:09:15.982 --> 00:09:18.464
It's harder for people to want to break

00:09:18.484 --> 00:09:20.085
out their pitchforks and torches and burn

00:09:20.105 --> 00:09:20.585
your house down.

00:09:21.063 --> 00:09:22.605
I just had this conversation with a client

00:09:22.625 --> 00:09:25.567
the other day about something else and we

00:09:25.626 --> 00:09:28.208
both agreed and he's been in business much

00:09:28.249 --> 00:09:29.929
longer than I have and he was sort

00:09:29.970 --> 00:09:31.230
of sharing a similar like,

00:09:31.410 --> 00:09:32.392
this is all we have to do.

00:09:32.432 --> 00:09:33.832
And I'm like, yep,

00:09:34.052 --> 00:09:36.453
I think it's a good skill and a

00:09:36.494 --> 00:09:36.995
good habit.

00:09:37.715 --> 00:09:38.575
And I think that, you know,

00:09:38.615 --> 00:09:40.255
it's not that CEOs are like,

00:09:40.355 --> 00:09:41.937
I want to mess stuff up.

00:09:42.397 --> 00:09:42.576
Right.

00:09:42.596 --> 00:09:43.857
Like they're smart people.

00:09:43.898 --> 00:09:44.898
They've grown a business.

00:09:44.937 --> 00:09:46.879
Like it's I think it's a few.

00:09:46.899 --> 00:09:48.318
There are a few things that it could

00:09:48.339 --> 00:09:48.438
be.

00:09:48.499 --> 00:09:49.120
What are they?

00:09:49.320 --> 00:09:51.120
I have I have thoughts.

00:09:51.200 --> 00:09:52.321
I know that shocks you.

00:09:53.081 --> 00:09:56.822
My thoughts are they are they don't

00:09:57.003 --> 00:09:58.663
understand marketing.

00:09:59.303 --> 00:10:00.464
So they're scared.

00:10:00.744 --> 00:10:01.323
There it is.

00:10:01.604 --> 00:10:02.924
They're they are afraid.

00:10:03.044 --> 00:10:04.265
And I think like I've worked with a

00:10:04.285 --> 00:10:05.285
few different people.

00:10:05.645 --> 00:10:07.807
like there's fair base right and this is

00:10:07.846 --> 00:10:10.248
like everyone has acts out of fair

00:10:10.268 --> 00:10:13.208
sometimes but i think ceos who are founder

00:10:13.249 --> 00:10:15.188
ceos who have grown a brand are like

00:10:15.308 --> 00:10:16.370
i don't want to let go and give

00:10:16.389 --> 00:10:18.889
you my baby that's my brand i've told

00:10:18.929 --> 00:10:20.910
the story or they just don't trust

00:10:20.951 --> 00:10:22.351
marketing they don't understand marketing

00:10:22.451 --> 00:10:24.871
it's because they are they're worried and

00:10:24.952 --> 00:10:27.933
they're um their butts on the line

00:10:28.073 --> 00:10:28.833
ultimately right like

00:10:30.597 --> 00:10:33.039
So when I do this, number one,

00:10:33.179 --> 00:10:35.542
like Chris Voss would validate the fear.

00:10:36.763 --> 00:10:38.283
Hey, listen, I understand.

00:10:38.524 --> 00:10:39.164
This is scary.

00:10:40.385 --> 00:10:42.768
Marketing is where everything you sort of

00:10:42.807 --> 00:10:45.269
can control within reason, operations,

00:10:45.330 --> 00:10:46.691
people who you put on your team,

00:10:46.711 --> 00:10:47.812
who you don't allow on your team,

00:10:48.631 --> 00:10:50.994
touches the rest of the world.

00:10:51.434 --> 00:10:52.956
It's like the outer layer of the

00:10:53.115 --> 00:10:54.236
spaceship, right?

00:10:54.648 --> 00:10:55.948
as you're going to come back in from

00:10:55.989 --> 00:10:57.409
what's the heat shield when you're going

00:10:57.429 --> 00:10:58.890
to do re-entry, you're like, man,

00:10:58.931 --> 00:11:01.712
if this fails, the whole thing explodes.

00:11:01.732 --> 00:11:02.474
It's like, yes,

00:11:03.033 --> 00:11:05.235
but you constantly going outside the

00:11:05.275 --> 00:11:06.876
spaceship and touching the heat shield and

00:11:06.917 --> 00:11:08.118
checking it, you're going to burn up.

00:11:08.217 --> 00:11:09.077
You're going to screw it up.

00:11:09.097 --> 00:11:10.538
You're poking holes in it, man.

00:11:11.360 --> 00:11:13.321
But everything boils down to an emotion.

00:11:13.761 --> 00:11:15.182
And I learned that.

00:11:15.543 --> 00:11:16.744
It took me a while to learn that.

00:11:16.923 --> 00:11:19.385
It's like, no, it's this, it's this,

00:11:19.426 --> 00:11:19.725
it's this.

00:11:19.745 --> 00:11:21.326
I'm like, boil it down.

00:11:21.506 --> 00:11:22.187
Keep boiling.

00:11:22.947 --> 00:11:24.107
If you're talking to a human,

00:11:24.168 --> 00:11:25.688
you can boil it down to an emotion

00:11:25.729 --> 00:11:28.649
of why this isn't moving, growing,

00:11:29.129 --> 00:11:30.048
any of the verbs.

00:11:30.470 --> 00:11:32.710
It's fear or... I mean,

00:11:32.769 --> 00:11:33.769
fear is the big one, right?

00:11:34.190 --> 00:11:34.590
It's fear.

00:11:34.710 --> 00:11:35.831
Fear is the answer.

00:11:35.850 --> 00:11:36.551
Fear is the answer.

00:11:36.630 --> 00:11:38.890
And I think for people who have...

00:11:39.311 --> 00:11:40.831
It's like EQ, right?

00:11:41.471 --> 00:11:43.032
And I think trying to validate that for

00:11:43.072 --> 00:11:45.231
someone who is willing to have that

00:11:45.251 --> 00:11:46.332
validated, like, yes.

00:11:46.373 --> 00:11:47.653
And I've had this conversation in the past

00:11:47.673 --> 00:11:47.952
where I'm like...

00:11:48.533 --> 00:11:50.033
you know, hey, you know,

00:11:50.114 --> 00:11:51.635
I think we've all been in dysfunctional

00:11:51.755 --> 00:11:53.417
marketing leadership relationships.

00:11:53.456 --> 00:11:54.697
Like I have been in more than one

00:11:54.839 --> 00:11:55.198
of them.

00:11:55.278 --> 00:11:56.879
And I know all of my marketing friends

00:11:56.899 --> 00:11:58.041
have been in more than one of them.

00:11:58.100 --> 00:11:59.361
And I know I worked with a leader

00:11:59.403 --> 00:12:01.303
and I, hey, you know what?

00:12:01.583 --> 00:12:03.785
I understand there's a lot of pressure

00:12:03.826 --> 00:12:05.307
coming down from private equity,

00:12:05.368 --> 00:12:06.168
from the board, whatever.

00:12:07.089 --> 00:12:08.450
No, that's not what this is.

00:12:09.030 --> 00:12:10.392
And so it's like, okay, well, I'm,

00:12:10.451 --> 00:12:10.611
you know,

00:12:10.631 --> 00:12:11.972
I'm trying to help you validate this fear,

00:12:12.013 --> 00:12:13.855
but I think it's really important to like,

00:12:13.894 --> 00:12:15.876
get down to what that emotion is to

00:12:15.937 --> 00:12:17.538
then be aligned because we're all

00:12:17.597 --> 00:12:18.038
operating.

00:12:18.078 --> 00:12:19.500
Like as the marketing leader,

00:12:19.659 --> 00:12:21.000
I'm worried that I'm doing something

00:12:21.061 --> 00:12:21.301
wrong.

00:12:21.341 --> 00:12:21.522
Right?

00:12:21.562 --> 00:12:21.861
Like we're,

00:12:21.961 --> 00:12:23.503
none of us know what we're doing.

00:12:23.523 --> 00:12:24.985
We're all like, we,

00:12:25.065 --> 00:12:26.186
we know what we're doing,

00:12:26.285 --> 00:12:27.927
but to some extent we're like figuring

00:12:27.947 --> 00:12:28.587
this out as we go.

00:12:29.467 --> 00:12:30.168
To a degree.

00:12:30.227 --> 00:12:31.288
I mean, you said it here,

00:12:31.308 --> 00:12:32.048
which I liked.

00:12:33.909 --> 00:12:34.870
So here's the pattern.

00:12:35.110 --> 00:12:36.910
Here's the life cycle you said you often

00:12:36.951 --> 00:12:37.171
see.

00:12:38.110 --> 00:12:41.032
CEO won't delegate marketing decisions.

00:12:41.211 --> 00:12:42.212
I'll go a step deeper.

00:12:42.432 --> 00:12:43.352
They'll delegate it,

00:12:44.114 --> 00:12:44.974
but they won't let it go.

00:12:45.333 --> 00:12:46.014
Exactly.

00:12:46.073 --> 00:12:46.594
Here it is,

00:12:46.634 --> 00:12:47.654
but they still have their fingers.

00:12:47.774 --> 00:12:47.914
Nope.

00:12:48.054 --> 00:12:50.096
Delegation is you've given me a task.

00:12:51.910 --> 00:12:54.455
I clearly understand what I'm being

00:12:54.495 --> 00:12:55.076
measured on.

00:12:55.115 --> 00:12:56.898
This is my former sales director,

00:12:56.937 --> 00:12:58.500
John Crawford, speaking through me.

00:12:58.780 --> 00:12:59.682
I love this line.

00:13:00.182 --> 00:13:00.604
He's like,

00:13:01.004 --> 00:13:02.746
make sure you're not playing ice hockey,

00:13:02.767 --> 00:13:04.528
but you're being graded on figure skating.

00:13:05.546 --> 00:13:06.807
So you scored six goals,

00:13:06.827 --> 00:13:08.409
but they're looking for fifteen triple

00:13:08.450 --> 00:13:08.890
Lutzes.

00:13:08.971 --> 00:13:10.332
It's like we're both wearing skates.

00:13:10.352 --> 00:13:11.975
It's like you're being you're being graded

00:13:11.995 --> 00:13:12.576
on the wrong thing.

00:13:12.836 --> 00:13:15.198
So make sure we understand very clearly

00:13:15.239 --> 00:13:17.582
before I leave that room what the goal

00:13:17.682 --> 00:13:19.485
is and not just the goal.

00:13:19.865 --> 00:13:20.846
Make more sales.

00:13:20.866 --> 00:13:21.969
Well, that's sales job.

00:13:23.150 --> 00:13:23.990
What's my role?

00:13:24.010 --> 00:13:24.751
My role.

00:13:24.772 --> 00:13:25.772
Where do you see that?

00:13:25.912 --> 00:13:27.552
Help me understand.

00:13:27.592 --> 00:13:28.913
I told that to students this weekend too.

00:13:28.932 --> 00:13:30.153
You want to have the three most powerful

00:13:30.193 --> 00:13:31.553
words in your holster?

00:13:32.033 --> 00:13:33.235
Help me understand.

00:13:33.495 --> 00:13:34.815
Puts it back on them, but doesn't say,

00:13:34.855 --> 00:13:35.456
I don't get it.

00:13:35.576 --> 00:13:36.916
I don't get it is lazy.

00:13:36.956 --> 00:13:37.735
Help me understand.

00:13:38.076 --> 00:13:38.336
Says,

00:13:38.437 --> 00:13:40.116
I'd like to meet you more than halfway.

00:13:40.496 --> 00:13:41.437
So here's your life cycle.

00:13:42.317 --> 00:13:43.258
Here's your next post.

00:13:44.259 --> 00:13:46.139
Go into Canva and make this a life

00:13:46.220 --> 00:13:47.159
cycle image.

00:13:48.225 --> 00:13:50.567
failure to delegate, then the next step,

00:13:50.626 --> 00:13:52.167
campaigns move slowly or not at all,

00:13:52.407 --> 00:13:54.888
things break down, then marketing can't,

00:13:54.927 --> 00:13:56.028
here's the one I wanted to highlight.

00:13:57.248 --> 00:13:59.229
If you're over my shoulder,

00:14:00.089 --> 00:14:01.590
marketing can't test, iterate,

00:14:01.610 --> 00:14:02.210
or optimize.

00:14:02.529 --> 00:14:03.629
It's not that we don't know what we're

00:14:03.669 --> 00:14:06.010
doing, and I said this before,

00:14:06.030 --> 00:14:07.150
this is one of my lines,

00:14:07.331 --> 00:14:08.711
humans are human-y.

00:14:08.991 --> 00:14:10.231
I was in a meeting this weekend,

00:14:10.711 --> 00:14:12.952
helping an organization or suggesting to

00:14:12.972 --> 00:14:13.592
an organization,

00:14:14.533 --> 00:14:15.715
that they should launch a YouTube channel

00:14:15.735 --> 00:14:17.894
and a podcast and fill it with content

00:14:17.936 --> 00:14:18.416
regularly.

00:14:19.235 --> 00:14:19.676
And I was like,

00:14:19.995 --> 00:14:20.956
I am someone who can do that,

00:14:21.236 --> 00:14:22.538
but you don't have to hire me,

00:14:22.557 --> 00:14:23.557
but I think you should do that.

00:14:23.957 --> 00:14:24.418
And they said,

00:14:24.758 --> 00:14:26.379
what results can you guarantee?

00:14:27.179 --> 00:14:28.679
I paused and I said,

00:14:28.700 --> 00:14:29.780
and it looks right into the camera of

00:14:29.801 --> 00:14:30.240
the zoom meeting.

00:14:30.301 --> 00:14:31.441
I said, none, none.

00:14:32.442 --> 00:14:33.982
I can guarantee that I will get this

00:14:34.043 --> 00:14:35.802
work done,

00:14:35.842 --> 00:14:37.604
but we're putting it out to humans and

00:14:37.663 --> 00:14:38.445
humans are human.

00:14:39.125 --> 00:14:39.345
Right.

00:14:40.373 --> 00:14:42.054
Why did some stuff go, quote,

00:14:42.315 --> 00:14:43.456
why do some people gravitate?

00:14:43.895 --> 00:14:45.378
That's what marketers, I think,

00:14:46.658 --> 00:14:48.419
people never really see unless you're on

00:14:48.440 --> 00:14:48.961
the team.

00:14:49.740 --> 00:14:52.823
You and I and marketers or non-marketers,

00:14:52.864 --> 00:14:54.826
but who are curious, go, hey,

00:14:54.846 --> 00:14:56.226
that thing blew up.

00:14:56.486 --> 00:14:56.727
Why?

00:14:56.807 --> 00:14:57.048
Why?

00:14:58.854 --> 00:14:59.615
What about that?

00:14:59.654 --> 00:15:01.255
And we'll look at that and stare at

00:15:01.275 --> 00:15:02.937
it like it's a Mona Lisa for date.

00:15:02.957 --> 00:15:04.739
Like, let's look at it from over here.

00:15:05.438 --> 00:15:05.720
Huh?

00:15:06.220 --> 00:15:07.561
And then sometimes the answer is,

00:15:07.581 --> 00:15:08.881
I don't really know.

00:15:09.042 --> 00:15:09.602
I don't know.

00:15:10.163 --> 00:15:11.583
I've said this so many times to my

00:15:11.624 --> 00:15:12.004
teams.

00:15:12.065 --> 00:15:12.965
I've said this to like,

00:15:13.004 --> 00:15:14.605
sometimes the answer is, I don't know.

00:15:15.547 --> 00:15:16.508
We're trying to figure it out,

00:15:16.548 --> 00:15:17.187
but I don't know.

00:15:17.469 --> 00:15:18.970
Let's talk about this in PT terms.

00:15:19.169 --> 00:15:20.750
Sometimes the answer is, it depends.

00:15:22.292 --> 00:15:23.153
PTs love that.

00:15:23.332 --> 00:15:24.394
Well, it depends.

00:15:24.413 --> 00:15:24.494
Yeah.

00:15:25.355 --> 00:15:27.216
But then we'll hold that it depends gun

00:15:27.397 --> 00:15:28.118
right to the marketing.

00:15:28.618 --> 00:15:29.619
You said it was going to work.

00:15:29.639 --> 00:15:31.000
Tell me what it is.

00:15:31.019 --> 00:15:31.279
No,

00:15:31.620 --> 00:15:33.100
we decided this was the best course of

00:15:33.181 --> 00:15:34.701
action based on the information we had

00:15:34.721 --> 00:15:36.082
given and the tools that we were given

00:15:36.123 --> 00:15:36.562
at the time.

00:15:36.844 --> 00:15:38.184
And we went we all agreed this was

00:15:38.205 --> 00:15:39.164
the best course.

00:15:39.225 --> 00:15:39.465
Yes.

00:15:39.565 --> 00:15:39.826
Yes.

00:15:39.885 --> 00:15:42.047
And we went forth and then it did

00:15:42.187 --> 00:15:43.128
or it did.

00:15:44.408 --> 00:15:49.131
The system achieves the results that it's

00:15:49.172 --> 00:15:50.293
designed to achieve.

00:15:50.993 --> 00:15:52.315
So you can blame the world all you

00:15:52.355 --> 00:15:52.655
want,

00:15:53.216 --> 00:15:54.678
or you can control what you change the

00:15:54.719 --> 00:15:55.961
system again, change one,

00:15:56.282 --> 00:15:57.303
change one thing at a time.

00:15:57.764 --> 00:15:57.945
Yep.

00:15:58.505 --> 00:15:59.187
And then change another.

00:15:59.827 --> 00:16:00.087
Yes.

00:16:00.489 --> 00:16:02.211
So what'd you learn from this?

00:16:02.832 --> 00:16:03.153
Wow.

00:16:03.453 --> 00:16:05.635
So I it was what did I learn?

00:16:05.655 --> 00:16:06.517
It was validating.

00:16:07.057 --> 00:16:11.861
And I think I learned that marketers were

00:16:11.902 --> 00:16:13.543
all like living the same marketing life.

00:16:14.804 --> 00:16:17.086
But the few CEOs who reached out and

00:16:17.106 --> 00:16:19.249
were like, I'm in this situation, like,

00:16:19.308 --> 00:16:20.971
what do I do?

00:16:21.010 --> 00:16:21.530
What do I do?

00:16:22.751 --> 00:16:23.932
I think I think.

00:16:24.937 --> 00:16:26.379
you know, it's more common than we think,

00:16:26.479 --> 00:16:26.759
right?

00:16:26.839 --> 00:16:28.980
So what did I learn is more just

00:16:29.000 --> 00:16:30.160
like what was validated.

00:16:31.400 --> 00:16:33.302
And now I'm dissecting this to go,

00:16:33.381 --> 00:16:35.543
how do I replicate this with the right

00:16:35.623 --> 00:16:36.302
audiences?

00:16:37.224 --> 00:16:38.484
And it also sort of,

00:16:38.625 --> 00:16:39.705
I don't know if you saw my post,

00:16:39.825 --> 00:16:41.206
I think I posted it last night,

00:16:41.765 --> 00:16:42.446
I was like,

00:16:42.586 --> 00:16:45.226
this made me think of an idea and

00:16:45.246 --> 00:16:46.748
it was an idea I had a couple

00:16:46.788 --> 00:16:47.447
of years ago,

00:16:47.528 --> 00:16:49.948
which was to offer like CEO,

00:16:50.028 --> 00:16:51.590
CMO alignment sessions.

00:16:51.629 --> 00:16:53.629
And it's essentially marriage counseling

00:16:53.669 --> 00:16:54.770
for CEO, CMO.

00:16:54.831 --> 00:16:58.251
So the fact that CMOs and marketing

00:16:58.272 --> 00:16:59.611
leaders have the shortest tenure,

00:16:59.631 --> 00:17:01.352
they have the highest turnover and we know

00:17:01.373 --> 00:17:03.274
what it costs to hire a C-suite person

00:17:03.413 --> 00:17:04.733
or maybe they're not in C-suite,

00:17:04.753 --> 00:17:06.934
but a leader like it's super expensive to

00:17:07.075 --> 00:17:08.875
hire on board benefits the whole nine

00:17:08.895 --> 00:17:09.076
yards.

00:17:09.976 --> 00:17:10.316
Um,

00:17:10.355 --> 00:17:11.537
nevermind if you need to like pay the

00:17:11.557 --> 00:17:12.896
other person severance and all that.

00:17:12.957 --> 00:17:15.218
So, uh, I was like, aha,

00:17:16.078 --> 00:17:17.259
I can help solve this.

00:17:17.318 --> 00:17:17.598
Right.

00:17:17.659 --> 00:17:18.940
Like I'm still doing my marketing,

00:17:18.980 --> 00:17:19.900
but I can help solve this.

00:17:19.980 --> 00:17:21.101
I speak both languages.

00:17:21.260 --> 00:17:22.861
I've sat in on board meetings.

00:17:22.981 --> 00:17:23.061
I've,

00:17:23.362 --> 00:17:25.403
I've been accountable to private equity

00:17:25.442 --> 00:17:25.722
firms.

00:17:25.782 --> 00:17:26.022
Right.

00:17:26.042 --> 00:17:27.482
But I've also been the marketing leader

00:17:27.502 --> 00:17:27.983
and I'm like,

00:17:28.743 --> 00:17:30.644
this is all it comes down to is

00:17:30.664 --> 00:17:31.144
alignment.

00:17:32.583 --> 00:17:33.883
So like get down to the emotion,

00:17:34.063 --> 00:17:35.223
understand what's happening,

00:17:35.263 --> 00:17:36.564
start speaking the same language,

00:17:36.624 --> 00:17:37.183
get aligned.

00:17:37.723 --> 00:17:38.505
And like, by the way,

00:17:38.545 --> 00:17:39.984
don't move the goalposts on me.

00:17:40.025 --> 00:17:40.525
And if you do,

00:17:40.585 --> 00:17:42.025
please like help me understand why you're

00:17:42.045 --> 00:17:44.726
doing that.

00:17:44.746 --> 00:17:46.646
Completely hypothetical, Andrea.

00:17:47.307 --> 00:17:49.446
What would you do if you saw a

00:17:49.507 --> 00:17:51.028
situation like that between someone in

00:17:51.067 --> 00:17:53.708
marketing and a CEO and they were given

00:17:54.409 --> 00:17:58.809
nine different goalposts to hit in three

00:17:58.890 --> 00:17:59.509
to four months?

00:18:00.369 --> 00:18:02.250
That's a lot of goalposts, Jimmy.

00:18:02.692 --> 00:18:05.012
I mean, I'd probably leave the role.

00:18:05.192 --> 00:18:06.713
I don't know.

00:18:06.753 --> 00:18:07.394
No, no, no, no, no.

00:18:07.414 --> 00:18:08.575
If you were the person in between,

00:18:08.635 --> 00:18:09.096
you might.

00:18:09.115 --> 00:18:10.957
No, if I'm the person in between,

00:18:11.436 --> 00:18:12.018
I would,

00:18:12.178 --> 00:18:13.919
that would be like a thousand percent

00:18:14.019 --> 00:18:15.039
expectation setting.

00:18:15.079 --> 00:18:17.842
Like nobody is going to be successful

00:18:18.061 --> 00:18:22.525
given nine or five or four big goalposts.

00:18:22.605 --> 00:18:24.865
I feel like Stooges, Musketeers,

00:18:24.925 --> 00:18:27.268
Blind Mice, threes for whatever reason,

00:18:27.347 --> 00:18:28.028
a good number.

00:18:28.608 --> 00:18:30.009
And I mean, it's like,

00:18:31.109 --> 00:18:32.691
who can be successful like put it back

00:18:32.730 --> 00:18:34.151
in pt terms i don't know i'm not

00:18:34.191 --> 00:18:36.932
a clinician like if you're like improve

00:18:36.951 --> 00:18:39.893
these nine things i don't think we focus

00:18:39.952 --> 00:18:41.393
on we're only allowed to do a lot

00:18:41.472 --> 00:18:43.294
of times with insurance it's like my

00:18:43.334 --> 00:18:44.594
shoulder hurts and my hip and you're like

00:18:44.634 --> 00:18:46.194
well we're gonna work on pick which one

00:18:46.355 --> 00:18:48.395
is worse that affects your life and we

00:18:48.455 --> 00:18:50.816
even know that and yet a clinician or

00:18:50.836 --> 00:18:52.237
someone in health care be like fix these

00:18:52.297 --> 00:18:52.977
nine things now

00:18:53.617 --> 00:18:53.817
Right.

00:18:55.117 --> 00:18:55.699
You can't do it.

00:18:55.759 --> 00:18:57.479
And so it's what are the most important?

00:18:57.519 --> 00:18:58.739
What are the most impactful to the

00:18:58.778 --> 00:19:00.000
business and why?

00:19:00.500 --> 00:19:02.119
And then let's start prioritizing.

00:19:02.200 --> 00:19:03.180
And also, by the way,

00:19:03.220 --> 00:19:05.560
like making sure it's aligned with what

00:19:05.661 --> 00:19:07.121
you hired that person for.

00:19:07.161 --> 00:19:10.221
Like if you are hiring someone who,

00:19:10.261 --> 00:19:10.501
you know,

00:19:10.561 --> 00:19:11.722
so I'm not going to go down all

00:19:11.742 --> 00:19:12.103
the paths,

00:19:12.163 --> 00:19:18.824
but I would say let's let's hit the

00:19:18.884 --> 00:19:20.585
pause button is what I would do.

00:19:21.007 --> 00:19:22.228
Hey, so help me understand.

00:19:23.048 --> 00:19:25.009
You want one person to solve these nine

00:19:25.049 --> 00:19:25.631
problems.

00:19:26.191 --> 00:19:28.813
How long have these nine problems been a

00:19:28.873 --> 00:19:29.433
problem?

00:19:30.193 --> 00:19:33.797
How many different solutions, people,

00:19:34.116 --> 00:19:35.979
dollars have you put towards these nine?

00:19:36.318 --> 00:19:38.560
And you're asking this one person to solve

00:19:38.601 --> 00:19:41.001
these nine in four months.

00:19:41.242 --> 00:19:45.965
Do we feel that that is realistic?

00:19:46.046 --> 00:19:46.406
Right.

00:19:46.467 --> 00:19:48.208
And then pause.

00:19:51.270 --> 00:19:52.392
Pause.

00:19:52.551 --> 00:19:53.752
Right.

00:19:53.813 --> 00:19:54.093
Yeah.

00:19:54.133 --> 00:19:54.972
So what are you going to what are

00:19:54.992 --> 00:19:55.473
you going to call this?

00:19:55.493 --> 00:19:56.894
Are you going to call this the CEO

00:19:56.954 --> 00:19:58.414
whisperer or what are you going to do?

00:19:58.434 --> 00:19:59.556
I mean, that's a that's a cool name.

00:19:59.635 --> 00:20:00.396
I don't have a name yet.

00:20:00.517 --> 00:20:00.696
Right.

00:20:00.997 --> 00:20:01.376
Right now,

00:20:01.616 --> 00:20:03.117
when it when it popped into my mind

00:20:03.157 --> 00:20:05.220
again, I was like CEO, CMO alignment.

00:20:05.380 --> 00:20:06.339
But I think, you know,

00:20:06.359 --> 00:20:07.221
it needs a cool name.

00:20:07.240 --> 00:20:09.442
So number one,

00:20:09.662 --> 00:20:11.442
I learned this and it sounds like I'm

00:20:11.463 --> 00:20:12.763
just Jimmy being Jimmy again.

00:20:13.023 --> 00:20:13.305
And I am.

00:20:14.163 --> 00:20:16.285
But I was taught in radio,

00:20:16.566 --> 00:20:18.646
which we only had one dimension to work

00:20:18.686 --> 00:20:20.008
with, just sound.

00:20:20.728 --> 00:20:21.888
That if it didn't have a name,

00:20:21.929 --> 00:20:23.250
it really wasn't tangible.

00:20:23.650 --> 00:20:23.931
Yeah.

00:20:23.971 --> 00:20:26.231
So every little goofy thing I did,

00:20:26.352 --> 00:20:28.192
we called them features or benchmarks.

00:20:28.534 --> 00:20:30.694
Like every day at five o'clock on my

00:20:30.734 --> 00:20:32.316
radio station that I was on the air

00:20:32.355 --> 00:20:32.576
for,

00:20:33.196 --> 00:20:34.478
I did something called the five o'clock

00:20:34.518 --> 00:20:34.817
block.

00:20:35.919 --> 00:20:37.680
I asked for engagement from when I got

00:20:37.720 --> 00:20:39.540
on the air from two to three o'clock.

00:20:39.560 --> 00:20:40.521
I can't remember if I was on the

00:20:40.561 --> 00:20:41.041
air two.

00:20:41.481 --> 00:20:42.742
So from two to five, I was like,

00:20:42.962 --> 00:20:43.584
had a long day.

00:20:44.550 --> 00:20:44.951
When you hit,

00:20:45.211 --> 00:20:46.692
when you're like Fred Flintstone and you

00:20:46.731 --> 00:20:47.932
hit the whistle and you slide down the

00:20:47.952 --> 00:20:49.213
back of your brontosaurus and into your

00:20:49.253 --> 00:20:50.513
car and you're going to be driving home,

00:20:51.615 --> 00:20:53.215
what should be the soundtrack of today?

00:20:53.536 --> 00:20:54.336
Name the band.

00:20:54.435 --> 00:20:55.636
So I would let them name the band.

00:20:55.936 --> 00:20:57.917
And then we do three songs, one band,

00:20:58.077 --> 00:21:00.599
your call, five o'clock block.

00:21:00.680 --> 00:21:01.359
But that was the thing.

00:21:01.660 --> 00:21:02.141
Honestly,

00:21:02.560 --> 00:21:03.981
if it got to like five oh one

00:21:04.021 --> 00:21:05.061
and I hadn't kicked it off yet,

00:21:05.201 --> 00:21:06.643
the cool part after doing that for a

00:21:06.663 --> 00:21:07.844
while, people like what's up, what's up,

00:21:07.884 --> 00:21:08.903
what's up with the five o'clock block?

00:21:09.045 --> 00:21:11.066
What's the deal?

00:21:11.145 --> 00:21:12.165
And then I would also do this thing

00:21:12.205 --> 00:21:13.166
called what the hell theater.

00:21:14.332 --> 00:21:15.755
what the hell theater was, I would,

00:21:16.355 --> 00:21:17.878
you know, radio DJs are just lazy.

00:21:17.898 --> 00:21:18.921
We're just sitting in a booth all day

00:21:18.941 --> 00:21:19.521
playing Pearl Jam.

00:21:20.384 --> 00:21:22.267
I would scour the internet for the dumbest

00:21:22.468 --> 00:21:23.630
news stories on the planet.

00:21:23.769 --> 00:21:24.811
And I would read you three.

00:21:26.029 --> 00:21:28.372
saving the best dumb story for last,

00:21:28.471 --> 00:21:29.692
where I would then hit a button and

00:21:29.712 --> 00:21:31.634
my voice guy would go, what the hell?

00:21:31.694 --> 00:21:33.116
And you can then go online and read

00:21:33.156 --> 00:21:34.357
all the stories of the day.

00:21:34.857 --> 00:21:37.019
And people would say after a while, hey,

00:21:37.039 --> 00:21:38.121
what it's for?

00:21:38.260 --> 00:21:39.481
It's for twenty two.

00:21:40.022 --> 00:21:41.263
You do what the hell theater at four

00:21:41.284 --> 00:21:42.065
twenty five twenty.

00:21:42.125 --> 00:21:42.925
What's the deal?

00:21:43.766 --> 00:21:45.428
And I think people need to understand that

00:21:45.468 --> 00:21:46.969
it does need a name as dumb as

00:21:47.009 --> 00:21:47.430
it sounds.

00:21:47.470 --> 00:21:48.931
If you can't say it to someone,

00:21:49.151 --> 00:21:51.554
if no one can ask for it,

00:21:52.570 --> 00:21:53.230
They won't.

00:21:53.631 --> 00:21:54.010
Right.

00:21:54.030 --> 00:21:55.231
McDonald's puts things on the menu.

00:21:55.251 --> 00:21:57.211
They don't just say they'll figure it out

00:21:57.332 --> 00:21:58.031
and order it.

00:21:58.153 --> 00:22:00.133
They write it down and say what it

00:22:00.192 --> 00:22:00.353
is.

00:22:00.792 --> 00:22:00.992
Yeah.

00:22:01.073 --> 00:22:01.894
They'll say what it is.

00:22:02.253 --> 00:22:04.534
Yep.

00:22:04.574 --> 00:22:06.015
So what's the next step for you?

00:22:06.035 --> 00:22:06.134
Like,

00:22:06.154 --> 00:22:07.515
are you going to put this thing together?

00:22:07.714 --> 00:22:08.954
You know, I am.

00:22:09.055 --> 00:22:09.296
Yeah.

00:22:09.355 --> 00:22:10.375
No, I mean,

00:22:10.415 --> 00:22:12.155
I have it together because I've had a

00:22:12.215 --> 00:22:13.777
few of these experiences, Jimmy,

00:22:13.797 --> 00:22:14.457
in my career.

00:22:15.217 --> 00:22:15.717
And I'm like,

00:22:15.856 --> 00:22:19.357
if only there was a third party to

00:22:20.358 --> 00:22:21.679
come in and help us

00:22:22.298 --> 00:22:24.579
The funniest part is I have been hired

00:22:24.660 --> 00:22:26.942
in full-time roles.

00:22:27.123 --> 00:22:28.784
I have been given tasks.

00:22:29.384 --> 00:22:30.986
I have come back and say, I understand.

00:22:31.967 --> 00:22:33.067
Reiterate the thing you were given.

00:22:33.428 --> 00:22:34.128
As I understand,

00:22:34.169 --> 00:22:35.329
you want me to do this because of

00:22:35.349 --> 00:22:36.270
this to achieve this.

00:22:36.791 --> 00:22:37.571
Is that correct?

00:22:38.173 --> 00:22:39.413
Here is my plan to do that.

00:22:39.713 --> 00:22:41.115
And then people that pay me...

00:22:42.474 --> 00:22:44.796
regular money, like every two weeks,

00:22:45.176 --> 00:22:46.517
the four one K and health insurance are

00:22:46.537 --> 00:22:47.577
like, yeah.

00:22:47.678 --> 00:22:50.680
And then a consultant will be hired and

00:22:50.720 --> 00:22:51.259
come in.

00:22:52.040 --> 00:22:53.721
And I, it's been so funny.

00:22:53.781 --> 00:22:55.083
I was sitting there next to a friend

00:22:55.363 --> 00:22:56.303
who I'm still friends with.

00:22:56.763 --> 00:22:57.243
And he goes,

00:22:57.503 --> 00:22:59.025
isn't this essentially what you said a

00:22:59.105 --> 00:22:59.884
month or two ago?

00:23:00.266 --> 00:23:01.205
And I go,

00:23:01.506 --> 00:23:02.487
and then the whole room goes,

00:23:02.886 --> 00:23:03.948
that is what we should do.

00:23:04.307 --> 00:23:05.087
We should do that.

00:23:05.269 --> 00:23:07.009
And I wanted to jump up and scream.

00:23:07.910 --> 00:23:09.070
That's a great idea.

00:23:10.141 --> 00:23:10.760
I had it.

00:23:10.780 --> 00:23:13.782
That I had three months ago.

00:23:13.863 --> 00:23:16.544
We have all been there.

00:23:16.723 --> 00:23:18.565
So why do we do that?

00:23:18.644 --> 00:23:20.846
Why do we undervalue sometimes our own

00:23:20.905 --> 00:23:21.826
internal employees,

00:23:21.846 --> 00:23:22.987
the people that we know the best,

00:23:23.027 --> 00:23:26.068
and in theory, why we hired them,

00:23:26.828 --> 00:23:30.250
and then over lean into people who we

00:23:30.290 --> 00:23:32.112
just met and just overpaid?

00:23:32.576 --> 00:23:34.258
It's like psychology, I think, right?

00:23:34.817 --> 00:23:35.317
I don't know.

00:23:35.459 --> 00:23:36.199
I think it's like,

00:23:36.318 --> 00:23:37.940
this is a third party.

00:23:37.980 --> 00:23:39.279
They're unbiased.

00:23:39.840 --> 00:23:41.321
This is all they do for a living.

00:23:41.362 --> 00:23:42.842
They don't do the other things that we,

00:23:43.542 --> 00:23:44.303
you know, I think that's,

00:23:44.343 --> 00:23:45.344
and I'm not minimizing it.

00:23:45.364 --> 00:23:46.884
Like this is what I do.

00:23:46.963 --> 00:23:48.565
And I have found coming in as a

00:23:48.625 --> 00:23:50.865
third party person, you are the expert,

00:23:51.007 --> 00:23:51.926
but for whatever reason,

00:23:51.967 --> 00:23:53.188
the people closest to you,

00:23:54.147 --> 00:23:56.328
that you hired to be the expert end

00:23:56.368 --> 00:23:57.930
up in this position of, and you know,

00:23:57.990 --> 00:23:59.009
I think part of it is like,

00:23:59.509 --> 00:24:00.790
you come into a marketing role,

00:24:00.851 --> 00:24:03.112
you're treated like a suggestion box.

00:24:03.172 --> 00:24:05.133
You get this like fire hose of,

00:24:05.373 --> 00:24:07.673
of nonsense thrown at you constantly.

00:24:08.094 --> 00:24:08.973
And then you become like,

00:24:08.993 --> 00:24:10.555
this is what marketing does internally,

00:24:10.634 --> 00:24:11.134
but wait,

00:24:11.174 --> 00:24:13.496
there's a person externally who all they

00:24:13.516 --> 00:24:15.477
do is this really important strategic

00:24:15.497 --> 00:24:15.676
thing.

00:24:15.696 --> 00:24:16.576
And it's like, wait, wait, wait, wait,

00:24:17.337 --> 00:24:18.538
I'm supposed to be doing that really

00:24:18.577 --> 00:24:19.759
important strategic thing.

00:24:20.959 --> 00:24:23.779
i'm not knocking the value of a set

00:24:24.000 --> 00:24:30.722
of new eyes that is fantastic um i've

00:24:30.742 --> 00:24:34.625
been both yes and i've been over valued

00:24:34.825 --> 00:24:37.266
when i come in and go so what

00:24:37.286 --> 00:24:38.906
this marketing person has been suggesting

00:24:38.946 --> 00:24:40.027
i mean i'm sure i could add a

00:24:40.106 --> 00:24:40.948
little but like they're

00:24:42.441 --> 00:24:44.663
They're going west.

00:24:44.702 --> 00:24:48.045
And you told me the goal was find

00:24:48.085 --> 00:24:48.384
gold.

00:24:48.424 --> 00:24:49.726
And I'm like, they said go west.

00:24:49.885 --> 00:24:50.125
Right.

00:24:50.246 --> 00:24:52.827
You're just watching them make the sausage

00:24:52.867 --> 00:24:53.228
or whatever.

00:24:53.848 --> 00:24:54.869
They said to go through St.

00:24:54.910 --> 00:24:55.910
Louis and I said to go through

00:24:55.970 --> 00:24:56.611
Albuquerque.

00:24:56.671 --> 00:24:58.412
But I really think as long as you

00:24:58.432 --> 00:24:59.011
hit the goal,

00:24:59.873 --> 00:25:01.673
ask a hundred marketers to put together a

00:25:01.713 --> 00:25:02.055
plan,

00:25:02.134 --> 00:25:03.635
you will never see the same plan twice.

00:25:04.056 --> 00:25:05.196
It doesn't mean any of them are

00:25:05.237 --> 00:25:07.818
necessarily wrong or right, but...

00:25:08.638 --> 00:25:10.941
A hundred times you ask someone who does

00:25:11.000 --> 00:25:13.042
this and clearly understood the task,

00:25:13.542 --> 00:25:14.943
and then you're going to put your finger

00:25:14.984 --> 00:25:15.565
in their soup.

00:25:16.045 --> 00:25:17.507
Right.

00:25:17.567 --> 00:25:17.767
Right.

00:25:19.530 --> 00:25:21.372
So, uh,

00:25:21.392 --> 00:25:23.394
I've been both and I will continue to

00:25:23.413 --> 00:25:25.654
be that third party to help.

00:25:25.734 --> 00:25:26.015
And you know,

00:25:26.035 --> 00:25:27.256
it's to help CEOs and it's to help

00:25:27.276 --> 00:25:27.655
marketers.

00:25:27.797 --> 00:25:28.076
It is,

00:25:28.176 --> 00:25:29.857
it's really frustrating for everyone

00:25:29.897 --> 00:25:31.298
involved to be in that situation.

00:25:31.358 --> 00:25:33.039
And it delays business progress.

00:25:33.700 --> 00:25:34.540
You're wasting money.

00:25:34.701 --> 00:25:36.602
You are just throwing money out the

00:25:36.622 --> 00:25:36.942
window.

00:25:37.143 --> 00:25:38.923
So my, my goal is, you know,

00:25:38.983 --> 00:25:39.304
I come in,

00:25:39.364 --> 00:25:40.865
I have three sessions and I,

00:25:41.005 --> 00:25:42.566
I help you get there and it's not

00:25:42.766 --> 00:25:44.507
a, you know, complain session.

00:25:44.607 --> 00:25:46.229
It's like, where are we?

00:25:46.348 --> 00:25:47.288
And then let's,

00:25:47.328 --> 00:25:48.309
let's get to where we need to be.

00:25:48.490 --> 00:25:49.651
Andrea, we got a new sponsor.

00:25:49.671 --> 00:25:50.171
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00:25:50.592 --> 00:25:52.492
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00:25:52.532 --> 00:25:53.733
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00:25:54.335 --> 00:25:55.996
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00:26:09.986 --> 00:26:11.468
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00:26:11.488 --> 00:26:12.749
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00:26:12.808 --> 00:26:14.369
It's a really cute foam roller.

00:26:15.153 --> 00:26:18.440
I saw a really cool marketing idea.

00:26:19.803 --> 00:26:20.884
The quickest way, in my opinion,

00:26:20.924 --> 00:26:23.809
to look smart in your industry is to

00:26:23.849 --> 00:26:24.711
continually look...

00:26:25.915 --> 00:26:28.337
outside your industry at what other

00:26:28.417 --> 00:26:31.160
industries are doing and then not copying

00:26:31.200 --> 00:26:31.700
them.

00:26:31.980 --> 00:26:33.701
That doesn't really work.

00:26:35.222 --> 00:26:36.784
But I think stealing the elements,

00:26:37.104 --> 00:26:38.384
and Picasso said it was okay.

00:26:38.525 --> 00:26:39.526
He said, good artists borrow,

00:26:39.566 --> 00:26:40.207
great artists steal.

00:26:40.247 --> 00:26:42.248
I love that quote.

00:26:42.288 --> 00:26:43.950
I saw a really cool idea and I'm

00:26:43.990 --> 00:26:46.030
trying to figure out if I should steal

00:26:46.050 --> 00:26:46.131
it,

00:26:46.230 --> 00:26:47.972
even if it's just a thought experiment.

00:26:48.893 --> 00:26:49.634
I'm going to give you two.

00:26:50.682 --> 00:26:52.023
One I did the other day,

00:26:52.064 --> 00:26:54.443
and I gave it to a friend.

00:26:54.944 --> 00:26:56.365
Concierge PT practice.

00:26:56.605 --> 00:26:58.026
They come to you in New York City.

00:26:58.885 --> 00:26:59.385
House calls.

00:26:59.726 --> 00:27:00.567
Knock, knock, knock.

00:27:01.247 --> 00:27:02.707
Your doctor has arrived on door.

00:27:03.087 --> 00:27:03.228
Now,

00:27:03.508 --> 00:27:05.587
the clinic treatment room is your living

00:27:05.627 --> 00:27:06.689
room or your neighborhood.

00:27:07.009 --> 00:27:07.969
This is my buddy, Dave Kittle.

00:27:08.529 --> 00:27:09.490
And I was sitting on my couch one

00:27:09.529 --> 00:27:10.690
night, and this is what marketers do.

00:27:10.710 --> 00:27:11.411
It's eleven o'clock.

00:27:12.090 --> 00:27:13.090
I should have just been watching a late

00:27:13.131 --> 00:27:13.830
night show, but I wasn't.

00:27:14.372 --> 00:27:14.771
I was like...

00:27:16.395 --> 00:27:16.797
Oh,

00:27:17.097 --> 00:27:18.821
the reason I got there was something else.

00:27:18.962 --> 00:27:20.928
So it started with door knock,

00:27:20.988 --> 00:27:21.690
door hangers,

00:27:21.990 --> 00:27:23.775
the things that do not disturb signs in

00:27:23.795 --> 00:27:24.256
hotels.

00:27:25.823 --> 00:27:27.344
I joined one of your other live streams

00:27:27.463 --> 00:27:28.663
late and caught the tail end of this.

00:27:29.005 --> 00:27:30.184
So there was the pitch.

00:27:30.244 --> 00:27:31.865
The pitch was, could you take those?

00:27:32.026 --> 00:27:34.008
They belong in hotels.

00:27:34.327 --> 00:27:36.068
They don't belong everywhere else,

00:27:36.108 --> 00:27:37.910
which is why it's perfect for marketing

00:27:38.130 --> 00:27:39.550
because now the term is it's a purple

00:27:39.590 --> 00:27:39.810
cow.

00:27:40.030 --> 00:27:40.592
It stands out.

00:27:40.612 --> 00:27:41.291
It doesn't belong there.

00:27:41.352 --> 00:27:41.972
Why is that there?

00:27:42.932 --> 00:27:45.114
It puts an itch in your brain that

00:27:45.134 --> 00:27:45.815
you've got to scratch.

00:27:45.974 --> 00:27:47.296
You've got to look.

00:27:47.395 --> 00:27:47.736
Yep.

00:27:48.945 --> 00:27:49.766
Do this for a hundred years.

00:27:49.806 --> 00:27:51.366
It doesn't work anymore, but do it,

00:27:51.646 --> 00:27:52.626
be the only person to do it.

00:27:52.666 --> 00:27:53.826
So I had, I designed,

00:27:53.886 --> 00:27:55.087
I mocked up a bunch of these for

00:27:55.127 --> 00:28:00.009
him, which were juxtaposition, right?

00:28:00.048 --> 00:28:01.669
Like putting it in a place that doesn't

00:28:01.709 --> 00:28:04.130
belong is when it actually has power.

00:28:04.670 --> 00:28:06.269
So I'll find these,

00:28:06.289 --> 00:28:07.410
I'll bring them on screen.

00:28:07.470 --> 00:28:08.770
But when you caught the end of that

00:28:08.810 --> 00:28:10.651
live, when I was explaining it to Dave,

00:28:11.590 --> 00:28:13.051
what were your thoughts?

00:28:13.152 --> 00:28:13.791
I thought it was cool.

00:28:13.811 --> 00:28:14.672
I thought it was a great idea.

00:28:16.424 --> 00:28:17.468
I mean, it's so simple.

00:28:17.508 --> 00:28:18.631
This is like one of those.

00:28:18.731 --> 00:28:20.155
It's so simple, but different.

00:28:20.616 --> 00:28:20.696
Yeah.

00:28:22.239 --> 00:28:25.160
i called the campaign please disturb huh

00:28:25.180 --> 00:28:27.140
do not disturb please disturb and here's

00:28:27.160 --> 00:28:28.361
just some of the images and i'll read

00:28:28.381 --> 00:28:30.280
them for the live stream audience or sorry

00:28:30.300 --> 00:28:32.682
the podcast audience uh the first one says

00:28:32.902 --> 00:28:34.821
and these are all two-sided and i know

00:28:34.842 --> 00:28:36.722
how jokes work i don't tell any well

00:28:36.762 --> 00:28:38.262
but i know how they work set up

00:28:38.303 --> 00:28:39.823
punchline set up punchline set up

00:28:39.863 --> 00:28:41.723
punchline so the setup is the one is

00:28:41.763 --> 00:28:43.463
the is the side that you leave hanging

00:28:43.483 --> 00:28:44.964
so the odd the person coming home from

00:28:45.025 --> 00:28:46.184
work can see it

00:28:47.826 --> 00:28:48.926
You pique their curiosity.

00:28:48.946 --> 00:28:49.826
You put the itch in their brain.

00:28:49.846 --> 00:28:50.548
They have to turn it over.

00:28:50.607 --> 00:28:52.607
And then hopefully there's a close that

00:28:52.627 --> 00:28:53.647
makes them feel like, ooh.

00:28:53.688 --> 00:28:56.388
So the first setup is this door leads

00:28:56.449 --> 00:28:58.409
to relief.

00:28:58.489 --> 00:28:59.288
On the other side,

00:28:59.549 --> 00:29:00.690
your living room is our clinic.

00:29:01.250 --> 00:29:03.109
Logo, phone number, QR code.

00:29:03.130 --> 00:29:04.510
Easy.

00:29:04.570 --> 00:29:07.030
Checkout time with an arrow like saying,

00:29:07.070 --> 00:29:07.570
hey, turn me over.

00:29:07.611 --> 00:29:08.191
Checkout time.

00:29:08.270 --> 00:29:08.951
I freaking live here.

00:29:08.971 --> 00:29:10.152
What the hell is doing to me?

00:29:10.251 --> 00:29:10.811
Oh, for pain.

00:29:12.144 --> 00:29:13.145
Your living room is our clinic.

00:29:13.185 --> 00:29:15.326
Concierge, pain relief, phone number,

00:29:15.346 --> 00:29:15.887
QR code.

00:29:16.847 --> 00:29:18.288
This is not a hotel service.

00:29:18.469 --> 00:29:19.769
If I come back to my apartment building

00:29:19.809 --> 00:29:21.971
where I live, I'm going,

00:29:21.991 --> 00:29:22.711
what the hell is this?

00:29:23.172 --> 00:29:23.692
Other side,

00:29:23.932 --> 00:29:25.094
but we still come to your door.

00:29:25.453 --> 00:29:27.095
Logo, phone number, QR code.

00:29:27.875 --> 00:29:29.296
What if pain was optional?

00:29:29.696 --> 00:29:31.258
This will not land if you're not living

00:29:31.278 --> 00:29:31.678
in pain.

00:29:31.897 --> 00:29:32.459
That's okay.

00:29:32.719 --> 00:29:33.920
This cost me eleven cents.

00:29:34.680 --> 00:29:37.021
But if you are, this touches the nerve.

00:29:37.744 --> 00:29:38.766
What if pain was optional?

00:29:38.925 --> 00:29:40.126
Other side, treatment at home,

00:29:40.407 --> 00:29:41.167
results that last.

00:29:41.469 --> 00:29:43.631
Concierge pain relief, phone, QR code.

00:29:43.691 --> 00:29:44.652
And I think this is the last one.

00:29:45.031 --> 00:29:46.593
This door opens to better movement.

00:29:47.294 --> 00:29:48.634
We bring physical therapy to you.

00:29:49.296 --> 00:29:51.278
Logo, QR code, phone number.

00:29:51.877 --> 00:29:52.979
So that was one.

00:29:53.160 --> 00:29:54.099
And so you had seen that.

00:29:54.160 --> 00:29:55.442
So Dave did come back to me and

00:29:55.461 --> 00:29:55.642
he said,

00:29:55.662 --> 00:29:57.083
we tried something like this before.

00:29:57.123 --> 00:29:58.223
I've heard from a couple other people that

00:29:58.243 --> 00:29:59.204
said they tried something like this

00:29:59.224 --> 00:29:59.424
before.

00:30:00.066 --> 00:30:01.887
But as a good marketer, I pushed back.

00:30:02.428 --> 00:30:03.348
So you did door hangers.

00:30:03.648 --> 00:30:03.949
Awesome.

00:30:04.088 --> 00:30:05.109
I did not think I was the first

00:30:05.150 --> 00:30:06.070
person to ever think of this.

00:30:07.652 --> 00:30:08.732
What did yours say?

00:30:08.752 --> 00:30:10.974
Oh, well, it just had our logo.

00:30:10.994 --> 00:30:11.615
It was a billboard.

00:30:11.655 --> 00:30:12.516
I go, that's why I didn't.

00:30:12.536 --> 00:30:13.416
That's why it didn't work.

00:30:13.537 --> 00:30:14.377
Or in my opinion,

00:30:14.917 --> 00:30:16.179
would not have worked as well as it

00:30:16.219 --> 00:30:16.920
could have.

00:30:17.440 --> 00:30:18.861
I had this idea for the woman who

00:30:18.901 --> 00:30:20.082
cleaned my house a month and a half

00:30:20.122 --> 00:30:20.182
ago.

00:30:20.201 --> 00:30:21.303
That's the story I heard.

00:30:21.343 --> 00:30:23.025
And I think it's a great idea.

00:30:23.854 --> 00:30:25.855
Cost you a hundred bucks and a tank

00:30:25.875 --> 00:30:27.217
of gas and an hour of your life.

00:30:27.458 --> 00:30:29.640
And if you land one client,

00:30:30.200 --> 00:30:30.740
pays for itself.

00:30:31.121 --> 00:30:31.682
Pays for itself.

00:30:31.741 --> 00:30:33.303
And in the word of mouth, I mean,

00:30:33.463 --> 00:30:35.025
like you land one client,

00:30:35.085 --> 00:30:36.866
you keep them for a long time.

00:30:36.926 --> 00:30:37.007
Yes.

00:30:37.047 --> 00:30:38.868
Lifetime value.

00:30:39.490 --> 00:30:40.590
The second campaign,

00:30:40.611 --> 00:30:41.811
this is the one I haven't talked about

00:30:41.852 --> 00:30:42.051
yet.

00:30:42.112 --> 00:30:43.252
I'll probably bring it up tomorrow.

00:30:43.513 --> 00:30:45.635
So we have our big APTA CSM.

00:30:47.361 --> 00:30:49.040
I'm going because I always go because it's

00:30:49.080 --> 00:30:50.402
where the elbows are to rub.

00:30:51.162 --> 00:30:53.781
Do I need to do something that draws

00:30:53.801 --> 00:30:54.222
attention?

00:30:54.583 --> 00:30:56.863
And you don't half-ass anything, right?

00:30:57.103 --> 00:30:58.343
Whole-ass everything.

00:30:58.442 --> 00:31:02.884
That's my strategy.

00:31:02.963 --> 00:31:03.904
So it's near Disney.

00:31:05.164 --> 00:31:07.224
Do I play on the... So first,

00:31:07.285 --> 00:31:08.046
who am I talking to?

00:31:08.145 --> 00:31:09.705
Am I trying to get consulting clients?

00:31:09.726 --> 00:31:10.746
Am I trying to get someone to hire

00:31:10.766 --> 00:31:10.905
me?

00:31:11.445 --> 00:31:12.026
Do I dress?

00:31:12.066 --> 00:31:14.426
Do I have some sort of handout saying...

00:31:16.319 --> 00:31:17.240
I have a few mocked up,

00:31:17.299 --> 00:31:21.801
but need to get more attention.

00:31:21.961 --> 00:31:22.821
Do you need more patients?

00:31:22.862 --> 00:31:23.762
Do you need more,

00:31:23.863 --> 00:31:25.063
do you need to hire more clinicians to

00:31:25.103 --> 00:31:25.403
grow?

00:31:25.742 --> 00:31:26.844
But something's in the way.

00:31:27.163 --> 00:31:30.464
And then I want a full legit cosplay

00:31:31.144 --> 00:31:32.826
Mandalorian costume.

00:31:33.346 --> 00:31:34.405
I will buy this.

00:31:34.925 --> 00:31:35.346
I will not,

00:31:35.385 --> 00:31:36.586
this will not be from Halloween

00:31:36.606 --> 00:31:37.186
superstore.

00:31:37.386 --> 00:31:38.827
This will be like someone built this.

00:31:38.847 --> 00:31:41.107
Like a real, a real one.

00:31:41.608 --> 00:31:43.328
And I will walk around in that.

00:31:43.548 --> 00:31:44.670
And then my line will be,

00:31:45.250 --> 00:31:45.750
this is the way.

00:31:48.257 --> 00:31:48.857
That's the close.

00:31:48.877 --> 00:31:49.718
That's the punchline.

00:31:49.958 --> 00:31:50.679
Need to do this.

00:31:52.440 --> 00:31:53.300
This is the way.

00:31:53.661 --> 00:31:54.781
So do I do that?

00:31:54.801 --> 00:31:55.803
Okay.

00:31:55.823 --> 00:31:57.044
So my second question,

00:31:57.104 --> 00:31:58.444
here's the one I want to steal,

00:31:58.484 --> 00:31:59.806
but it might be too much and that's

00:31:59.866 --> 00:32:00.227
okay.

00:32:00.547 --> 00:32:03.429
Sometimes you overpay for a campaign

00:32:05.090 --> 00:32:07.152
because the, because the attention,

00:32:07.172 --> 00:32:08.594
the memory, the smell,

00:32:08.614 --> 00:32:10.575
the taste lingers is worth it.

00:32:10.915 --> 00:32:11.215
Yeah.

00:32:11.236 --> 00:32:12.817
Nets cafe did this campaign,

00:32:12.856 --> 00:32:14.377
I believe in a Canadian city.

00:32:14.397 --> 00:32:14.498
Okay.

00:32:16.169 --> 00:32:17.630
And they rolled out a bunch of coffee

00:32:17.670 --> 00:32:20.311
carts all over the city one morning, one,

00:32:20.332 --> 00:32:21.373
let's say Saturday morning, right?

00:32:21.393 --> 00:32:22.094
When you're going to get a lot of

00:32:22.134 --> 00:32:23.615
people who aren't rushing to work because

00:32:23.634 --> 00:32:24.776
you need a little bit of time to

00:32:24.796 --> 00:32:25.756
make this campaign work.

00:32:26.817 --> 00:32:28.198
And then they went around the city.

00:32:28.919 --> 00:32:30.500
They must have had permission because of

00:32:30.519 --> 00:32:31.540
what I'm about to tell you.

00:32:32.321 --> 00:32:34.262
And they took bike locks,

00:32:34.643 --> 00:32:40.867
combination bike locks and red branded

00:32:41.107 --> 00:32:42.829
Nescafe coffee mugs.

00:32:43.689 --> 00:32:46.710
and they bike locked hundreds of them

00:32:47.349 --> 00:32:48.190
around the city.

00:32:49.290 --> 00:32:52.230
Park benches, pay phone,

00:32:52.330 --> 00:32:54.172
anywhere that the city owned.

00:32:56.172 --> 00:32:57.712
The cup is sitting there,

00:32:57.732 --> 00:32:58.772
but you can't get it until you get

00:32:58.792 --> 00:32:59.133
the code.

00:32:59.153 --> 00:33:01.173
So you're like, I want this,

00:33:01.294 --> 00:33:02.034
but there's a code.

00:33:02.473 --> 00:33:04.335
And there was a little QR code that

00:33:04.355 --> 00:33:05.115
you scanned

00:33:06.577 --> 00:33:08.638
that led you to check in on social

00:33:08.679 --> 00:33:11.420
media and Nescafe was automatically

00:33:11.480 --> 00:33:12.000
tagged.

00:33:12.441 --> 00:33:14.040
So to get the prize,

00:33:14.121 --> 00:33:15.521
to get the free prize inside of the

00:33:15.561 --> 00:33:16.422
box of cereal,

00:33:17.042 --> 00:33:19.263
you had to announce to your network

00:33:21.223 --> 00:33:21.825
Nescafe.

00:33:22.984 --> 00:33:24.246
So for, I don't know,

00:33:24.266 --> 00:33:26.046
a ten dollar mug and I looked it

00:33:26.086 --> 00:33:26.426
up already,

00:33:26.507 --> 00:33:28.027
a six dollar bike lock is really as

00:33:28.067 --> 00:33:28.928
cheap as you can get them.

00:33:30.210 --> 00:33:32.071
You had to unlock it to get the

00:33:32.112 --> 00:33:33.512
code for that lock.

00:33:34.053 --> 00:33:36.555
You had to advertise to your network the

00:33:36.596 --> 00:33:38.616
words Nescafe and a link to Nescafe,

00:33:38.896 --> 00:33:39.097
right?

00:33:39.458 --> 00:33:41.219
And then... Also user-generated content.

00:33:41.619 --> 00:33:43.500
Oh, we're not done yet.

00:33:44.142 --> 00:33:45.082
That would have been great.

00:33:45.942 --> 00:33:47.203
They went a step further.

00:33:47.344 --> 00:33:48.704
I would say they went two steps further.

00:33:49.526 --> 00:33:51.827
The instructions after you did this popped

00:33:51.948 --> 00:33:55.711
up and said, take that cup and...

00:33:56.464 --> 00:33:58.046
to any of these locations and a bunch

00:33:58.086 --> 00:33:59.166
of maps right now.

00:33:59.627 --> 00:34:02.048
And there are these Nescafe little coffee

00:34:02.068 --> 00:34:03.309
carts all over the city.

00:34:04.211 --> 00:34:05.832
And we will give you a free cup

00:34:05.873 --> 00:34:06.292
of coffee.

00:34:07.818 --> 00:34:08.798
one more step further.

00:34:09.478 --> 00:34:11.000
If when you bring this cup to prove

00:34:11.019 --> 00:34:12.139
that you've done all these steps,

00:34:12.659 --> 00:34:14.900
we're going to give you another cup to

00:34:14.940 --> 00:34:18.621
share it because this cafe brings people

00:34:19.101 --> 00:34:19.521
together.

00:34:19.681 --> 00:34:21.222
And I was like, hot.

00:34:23.862 --> 00:34:24.041
Now,

00:34:24.302 --> 00:34:26.021
could you do this or should you do

00:34:26.041 --> 00:34:26.963
this every day?

00:34:27.342 --> 00:34:28.862
Absolutely not.

00:34:28.902 --> 00:34:31.342
But doing it once in a major city

00:34:31.443 --> 00:34:33.184
and I pick a couple of target cities

00:34:33.724 --> 00:34:34.643
and I'm

00:34:35.063 --> 00:34:35.744
I don't know.

00:34:36.164 --> 00:34:38.146
I loved everything.

00:34:38.266 --> 00:34:40.248
That is such a cool...

00:34:40.387 --> 00:34:42.489
I bet the CEO was not involved in

00:34:42.510 --> 00:34:44.512
marketing for that.

00:34:44.873 --> 00:34:45.612
Or they were like,

00:34:46.313 --> 00:34:48.516
I'm going to bike lock you,

00:34:48.576 --> 00:34:52.059
your hands down until I'm done explaining

00:34:52.099 --> 00:34:53.900
the idea from front to back.

00:34:54.041 --> 00:34:54.242
Yeah.

00:34:54.952 --> 00:34:57.173
So, you know, why do you like that?

00:34:57.333 --> 00:34:58.315
I think we both like that.

00:34:58.695 --> 00:34:59.695
I cherry picked that idea,

00:34:59.715 --> 00:35:00.677
but why do you like that one?

00:35:01.016 --> 00:35:02.217
I love that idea.

00:35:02.297 --> 00:35:04.059
So it is like the element of the

00:35:04.099 --> 00:35:07.442
scavenger hunt and it's user generated

00:35:07.481 --> 00:35:08.543
content.

00:35:08.643 --> 00:35:10.543
It's like so simple, but.

00:35:11.565 --> 00:35:13.807
so clever and like the bringing people

00:35:13.847 --> 00:35:14.387
together.

00:35:14.507 --> 00:35:16.510
So you're you're like working for it.

00:35:16.550 --> 00:35:17.530
It's memorable.

00:35:17.952 --> 00:35:19.333
You could go buy a coffee mug.

00:35:19.373 --> 00:35:20.253
That's not the point.

00:35:20.273 --> 00:35:22.096
But you're like, I need to get this.

00:35:22.215 --> 00:35:22.916
I'm curious.

00:35:22.956 --> 00:35:23.878
This is so cool.

00:35:24.277 --> 00:35:25.039
And then, by the way,

00:35:25.119 --> 00:35:26.641
I'll get some coffee out of the deal

00:35:26.701 --> 00:35:27.661
and give one to a friend.

00:35:27.762 --> 00:35:28.682
Very cool.

00:35:28.722 --> 00:35:30.724
So do you know Robert Cialdini?

00:35:30.824 --> 00:35:32.947
He wrote Persuasion and Influence.

00:35:33.146 --> 00:35:34.548
He's a psychologist.

00:35:35.612 --> 00:35:37.231
This is where I would go to the

00:35:37.271 --> 00:35:37.791
CMO.

00:35:38.492 --> 00:35:39.253
Sorry, the CEO.

00:35:39.353 --> 00:35:40.512
I would go to the CEO and say,

00:35:40.833 --> 00:35:44.114
here's why we're leaning on this to work.

00:35:44.193 --> 00:35:46.054
According to Dr. Cialdini,

00:35:46.534 --> 00:35:48.715
this leading researcher in influence and

00:35:48.755 --> 00:35:49.375
persuasion,

00:35:50.275 --> 00:35:52.536
these are the psychological principles

00:35:52.556 --> 00:35:54.315
that are at play.

00:35:54.655 --> 00:35:57.436
One is, I would say, loss aversion.

00:35:57.836 --> 00:35:58.657
Are you familiar with that one?

00:36:00.896 --> 00:36:03.097
I am more apt to...

00:36:06.500 --> 00:36:08.463
I am more emotionally driven to not lose

00:36:08.523 --> 00:36:09.242
ten dollars.

00:36:09.262 --> 00:36:09.324
Yes.

00:36:10.364 --> 00:36:13.387
Than I am to gain ten dollars.

00:36:13.427 --> 00:36:16.010
So to me, I found the mug.

00:36:17.492 --> 00:36:18.333
It's there it is.

00:36:18.434 --> 00:36:19.416
I found the prize,

00:36:19.436 --> 00:36:20.556
but I can't get it.

00:36:20.577 --> 00:36:21.617
Yes.

00:36:21.717 --> 00:36:23.300
Now I don't want to lose the thing

00:36:23.340 --> 00:36:24.400
that I found.

00:36:24.661 --> 00:36:26.304
It's now sort of mine.

00:36:27.644 --> 00:36:28.686
So I'm going to step,

00:36:28.806 --> 00:36:30.286
I'm going to take the twelve seconds or

00:36:30.907 --> 00:36:31.427
the two minutes.

00:36:31.447 --> 00:36:32.068
Whatever it takes to do this.

00:36:32.748 --> 00:36:34.849
Whatever the step is to do this, right?

00:36:35.550 --> 00:36:38.972
There is a psychological aspect of

00:36:39.132 --> 00:36:40.853
novelty.

00:36:40.932 --> 00:36:41.992
If you did this every day,

00:36:42.373 --> 00:36:43.514
this would be annoying,

00:36:43.914 --> 00:36:45.556
but this is cutesy and the only time

00:36:45.576 --> 00:36:47.076
I've ever seen this and I am in

00:36:47.117 --> 00:36:47.737
the know,

00:36:48.516 --> 00:36:49.438
I am going to be the first in

00:36:49.518 --> 00:36:50.699
my circle to do it.

00:36:50.798 --> 00:36:52.059
Even if I'm the fiftieth person on the

00:36:52.099 --> 00:36:52.420
street,

00:36:52.639 --> 00:36:53.840
I'm looking at other people doing it

00:36:54.021 --> 00:36:54.900
because there's also going to be the

00:36:54.960 --> 00:36:55.961
bystander effect.

00:36:56.621 --> 00:36:58.202
A hundred people might walk by this before

00:36:58.242 --> 00:36:59.563
the first person even stops and goes,

00:36:59.824 --> 00:37:00.324
what's that?

00:37:00.565 --> 00:37:01.985
And gets in close enough to the tag

00:37:02.025 --> 00:37:03.246
to say, scan me.

00:37:03.266 --> 00:37:04.186
Yep.

00:37:04.286 --> 00:37:06.108
Win me, scan me, scan me, win me,

00:37:06.248 --> 00:37:07.688
right?

00:37:08.469 --> 00:37:10.610
There are other psychological principles

00:37:10.911 --> 00:37:12.931
at play, but that is the root one.

00:37:13.373 --> 00:37:15.193
That, in my opinion, is where you start.

00:37:15.273 --> 00:37:17.275
That's why things fail or succeed.

00:37:17.815 --> 00:37:19.597
Is this itchy enough?

00:37:20.237 --> 00:37:20.396
You know,

00:37:20.456 --> 00:37:21.617
Seth Godin wrote that great book,

00:37:21.958 --> 00:37:23.719
Free Prize Inside.

00:37:23.759 --> 00:37:24.420
So hold on a second.

00:37:25.134 --> 00:37:26.755
People knew you had to buy,

00:37:26.914 --> 00:37:27.934
people were buying cereal.

00:37:27.954 --> 00:37:29.295
You didn't have to convince people to eat

00:37:29.335 --> 00:37:29.856
breakfast.

00:37:30.456 --> 00:37:30.996
Some people you do,

00:37:31.036 --> 00:37:32.056
but most people eat breakfast.

00:37:32.496 --> 00:37:34.856
So you're standing, listen, envision,

00:37:34.896 --> 00:37:36.157
you're standing in the breakfast aisle.

00:37:36.498 --> 00:37:37.898
Well, don't judge a book by its cover,

00:37:37.998 --> 00:37:38.277
Andrea.

00:37:38.338 --> 00:37:39.838
But of course we judge books by their

00:37:39.918 --> 00:37:40.139
cover.

00:37:40.833 --> 00:37:44.038
covered and then what would differentiate

00:37:44.759 --> 00:37:47.322
fruit loops from fruity pebbles well a

00:37:47.382 --> 00:37:49.666
hannah barbara character like pebbles from

00:37:50.045 --> 00:37:51.927
flintstones but that little thing in the

00:37:51.967 --> 00:37:53.389
bottom right hand corner it said free

00:37:53.429 --> 00:37:56.454
prize inside if it's a jump ball what

00:37:56.494 --> 00:37:57.536
are you offering

00:37:58.853 --> 00:38:00.675
to get more value versus the one that's

00:38:00.835 --> 00:38:01.155
not.

00:38:01.434 --> 00:38:03.155
This feels like I'm getting more.

00:38:03.355 --> 00:38:04.135
Feels like it.

00:38:05.436 --> 00:38:06.795
It's four and a half cents worth of

00:38:06.815 --> 00:38:07.295
plastic.

00:38:07.315 --> 00:38:10.817
Do you remember the Frosted Flakes diving

00:38:11.838 --> 00:38:12.458
Tony the Tiger?

00:38:12.478 --> 00:38:13.717
I do.

00:38:13.777 --> 00:38:14.938
It was like a Tony the Tiger,

00:38:15.239 --> 00:38:17.139
this big, half the size of a pen.

00:38:17.699 --> 00:38:19.059
And then you would put it in an

00:38:19.159 --> 00:38:21.380
empty soda bottle and it would float

00:38:21.780 --> 00:38:23.501
unless you squeezed the bottle.

00:38:23.820 --> 00:38:25.802
And then magically Tony would sink.

00:38:26.481 --> 00:38:27.302
Then when you let it go,

00:38:27.362 --> 00:38:28.643
it'd go back to the top.

00:38:28.963 --> 00:38:29.744
It was so dumb.

00:38:31.324 --> 00:38:33.786
How much money do you think that stupid

00:38:34.385 --> 00:38:36.347
sinking tone diving Tony the Tiger was

00:38:36.407 --> 00:38:36.728
worth?

00:38:37.148 --> 00:38:37.648
Millions.

00:38:37.668 --> 00:38:37.927
A lot.

00:38:37.947 --> 00:38:39.929
A lot.

00:38:39.949 --> 00:38:41.769
But what would happen if the CEO had

00:38:41.809 --> 00:38:46.012
just been like, well, let me touch this.

00:38:46.233 --> 00:38:47.393
I feel like I need to touch this.

00:38:47.452 --> 00:38:48.074
And I would be like,

00:38:48.233 --> 00:38:48.974
you would just be like,

00:38:48.994 --> 00:38:50.775
get off the diving Tony the Tiger.

00:38:50.934 --> 00:38:51.996
Put your hand back in your pocket.

00:38:54.340 --> 00:38:54.541
All right.

00:38:54.581 --> 00:38:55.822
So Nescafe,

00:38:55.862 --> 00:38:56.844
I feel like it's a good idea.

00:38:56.943 --> 00:38:57.905
So let's go full circle.

00:38:58.184 --> 00:39:01.509
How does Jimmy steal the Nescafe idea at

00:39:01.548 --> 00:39:02.170
CSM?

00:39:02.230 --> 00:39:03.490
Like I might get in trouble just bike

00:39:03.530 --> 00:39:05.213
locking stuff.

00:39:05.333 --> 00:39:07.295
I mean, you could get permission or not.

00:39:07.355 --> 00:39:08.416
You could ask for forgiveness.

00:39:08.436 --> 00:39:09.958
It's going to be twenty thousand dollars

00:39:09.998 --> 00:39:11.280
and then it's the juice ain't worth the

00:39:11.320 --> 00:39:12.900
squeeze anymore.

00:39:12.920 --> 00:39:13.101
Right.

00:39:13.121 --> 00:39:13.222
Right.

00:39:13.541 --> 00:39:14.963
So what's the so how are we stealing

00:39:15.023 --> 00:39:15.103
it?

00:39:15.512 --> 00:39:16.172
I don't know.

00:39:16.373 --> 00:39:20.074
Like maybe I don't... Okay, here's how.

00:39:20.235 --> 00:39:21.056
We're doing this live.

00:39:21.396 --> 00:39:22.896
Have you seen those guys that do the

00:39:22.936 --> 00:39:25.478
videos where it's two guys who stand a

00:39:25.498 --> 00:39:27.320
lot of times on a college campus because

00:39:27.340 --> 00:39:29.862
it's a high traffic area and they'll stand

00:39:29.882 --> 00:39:32.443
there with tape over their mouth and

00:39:32.463 --> 00:39:34.425
they'll have a sign that says like,

00:39:36.786 --> 00:39:38.608
first person to bring me a banana wins

00:39:38.628 --> 00:39:39.307
a hundred dollars.

00:39:39.867 --> 00:39:41.429
And a hundred people walk by and just

00:39:41.449 --> 00:39:41.588
go,

00:39:41.949 --> 00:39:43.570
and until one person walks by and goes...

00:39:45.208 --> 00:39:45.927
Right.

00:39:45.989 --> 00:39:47.268
Dining halls right there.

00:39:48.949 --> 00:39:49.990
Are they really going to give me a

00:39:50.030 --> 00:39:50.690
hundred dollars?

00:39:50.851 --> 00:39:52.251
So I'm watching the video to see,

00:39:52.893 --> 00:39:54.172
is there a person who's going to do

00:39:54.193 --> 00:39:54.994
the banana thing?

00:39:55.454 --> 00:39:56.795
So these guys are getting monetized.

00:39:56.855 --> 00:39:57.434
So believe me,

00:39:57.454 --> 00:39:58.956
they've made their a hundred dollars back

00:40:00.297 --> 00:40:01.577
and paid for their time.

00:40:02.297 --> 00:40:04.639
So maybe I'd play the Mandalorian idea.

00:40:05.864 --> 00:40:07.786
where I don't need to unlock anything or

00:40:07.826 --> 00:40:08.746
I could, I don't know,

00:40:08.827 --> 00:40:10.188
like there's something there.

00:40:10.208 --> 00:40:11.369
There's a crossover.

00:40:11.409 --> 00:40:12.869
There is something there.

00:40:12.969 --> 00:40:13.170
I mean,

00:40:13.231 --> 00:40:14.552
I keep going to like things that are

00:40:14.592 --> 00:40:15.811
probably going to cost money though.

00:40:15.871 --> 00:40:18.134
So we need to, I don't mind money.

00:40:18.193 --> 00:40:19.695
Cause like if I get one client out

00:40:19.715 --> 00:40:21.757
of this, it's a loss leader.

00:40:21.777 --> 00:40:22.777
Like I don't mind working.

00:40:23.097 --> 00:40:25.260
I don't mind getting paid to support my

00:40:25.300 --> 00:40:25.980
own advertising.

00:40:26.280 --> 00:40:27.141
I would be a,

00:40:27.240 --> 00:40:29.021
I would be a disingenuous marketer to say,

00:40:29.161 --> 00:40:30.563
got to spend money to make money, bro.

00:40:30.643 --> 00:40:30.963
And then say,

00:40:30.983 --> 00:40:32.364
I don't want to spend any money.

00:40:34.630 --> 00:40:35.590
We keep working on that.

00:40:35.771 --> 00:40:37.331
I love the audience because here's the

00:40:37.373 --> 00:40:37.913
best part.

00:40:38.494 --> 00:40:39.514
Andrea and I do marketing.

00:40:40.054 --> 00:40:41.956
I don't think either of us are geniuses.

00:40:42.436 --> 00:40:44.039
I think we liked it enough to keep

00:40:44.099 --> 00:40:44.619
doing it.

00:40:44.960 --> 00:40:45.260
Yes.

00:40:45.320 --> 00:40:47.141
And now we're just better than average

00:40:47.402 --> 00:40:48.222
than average.

00:40:48.242 --> 00:40:49.103
Right.

00:40:49.344 --> 00:40:51.045
Because we're okay with, we're okay.

00:40:51.246 --> 00:40:51.867
Choose your heart.

00:40:51.907 --> 00:40:53.849
We're okay with like, this is frustrating.

00:40:54.608 --> 00:40:55.650
I was talking to someone the other day.

00:40:56.536 --> 00:40:57.777
about launching podcasts for

00:40:57.818 --> 00:40:58.480
organizations.

00:40:59.121 --> 00:41:00.402
And then once they were sort of they're

00:41:00.422 --> 00:41:02.085
not they haven't signed the contract yet.

00:41:02.507 --> 00:41:04.030
But they're on this side of the slope

00:41:04.050 --> 00:41:05.112
where they're like, wait,

00:41:05.132 --> 00:41:05.532
could we

00:41:08.021 --> 00:41:08.862
could we do this?

00:41:09.063 --> 00:41:10.063
Wait, could we do that?

00:41:10.123 --> 00:41:12.746
And I'm like, now you're thinking like me.

00:41:12.806 --> 00:41:13.106
Yes.

00:41:13.726 --> 00:41:14.407
And like,

00:41:14.487 --> 00:41:16.449
and then an hour later at ten o'clock

00:41:16.489 --> 00:41:18.090
at night after like three, could we,

00:41:18.150 --> 00:41:18.710
how could we,

00:41:19.190 --> 00:41:20.092
do you know what we could do?

00:41:20.512 --> 00:41:21.813
And I'm of course not, I'm just,

00:41:22.233 --> 00:41:22.893
what do you mean by that?

00:41:22.934 --> 00:41:24.014
I'm just letting them go.

00:41:24.454 --> 00:41:25.496
Motivational interviewing.

00:41:25.596 --> 00:41:26.516
I'm like, and then they go,

00:41:27.759 --> 00:41:29.000
This could be fun.

00:41:29.659 --> 00:41:31.001
And that's when I jumped back in and

00:41:31.061 --> 00:41:32.742
I said, do you want to know why?

00:41:33.242 --> 00:41:33.864
In the future,

00:41:33.903 --> 00:41:36.606
we'll know if an idea probably won't work

00:41:36.646 --> 00:41:37.385
or probably will.

00:41:37.806 --> 00:41:39.708
If it doesn't feel fun to us,

00:41:40.527 --> 00:41:42.050
it's definitely not going to feel good to

00:41:42.070 --> 00:41:42.630
the audience.

00:41:42.650 --> 00:41:43.590
Right.

00:41:43.610 --> 00:41:45.751
We should maybe really triple down on

00:41:45.791 --> 00:41:46.652
looking at that idea.

00:41:47.012 --> 00:41:48.474
And I think that's when you turn someone

00:41:48.494 --> 00:41:50.635
in from a skeptic into an evangelist.

00:41:51.023 --> 00:41:52.324
It's an important thing, right?

00:41:52.344 --> 00:41:54.065
For like founders to keep in mind.

00:41:54.186 --> 00:41:55.786
Cause sometimes we do things just to check

00:41:55.806 --> 00:41:56.288
the box.

00:41:56.307 --> 00:41:58.588
Like you're talking about an event and

00:41:58.708 --> 00:42:00.590
I've worked with so many people in house

00:42:00.630 --> 00:42:01.931
and on the consultant who are just like,

00:42:01.972 --> 00:42:02.431
well, you know,

00:42:02.452 --> 00:42:03.452
we have to show up and have a

00:42:03.492 --> 00:42:06.255
booth and like, we need a banner stand.

00:42:06.275 --> 00:42:06.954
And it's like, but like,

00:42:07.034 --> 00:42:08.777
what else are we doing?

00:42:09.476 --> 00:42:10.777
And the hard thing I think for events

00:42:10.797 --> 00:42:11.838
is like, whoa, what's the ROI?

00:42:12.018 --> 00:42:13.298
And it's like, well,

00:42:13.759 --> 00:42:15.000
we can track that in a few different

00:42:15.039 --> 00:42:15.900
ways if you'd like,

00:42:16.019 --> 00:42:17.601
but it might not be immediate.

00:42:17.721 --> 00:42:20.101
But also if you do a really cool,

00:42:20.141 --> 00:42:20.382
fun,

00:42:20.402 --> 00:42:23.103
memorable thing and you start to like warm

00:42:23.143 --> 00:42:25.244
people up.

00:42:25.324 --> 00:42:25.625
Right.

00:42:26.144 --> 00:42:29.106
Do you know my response to a C-suite

00:42:29.126 --> 00:42:29.405
person?

00:42:29.425 --> 00:42:30.226
Because I've had these.

00:42:30.487 --> 00:42:32.088
What's the immediate ROI?

00:42:33.088 --> 00:42:33.507
And of course,

00:42:33.547 --> 00:42:34.728
Jimmy goes into question mode.

00:42:35.349 --> 00:42:36.010
What do you mean by that?

00:42:36.471 --> 00:42:36.590
Well,

00:42:36.610 --> 00:42:37.990
can you prove that going to that

00:42:38.050 --> 00:42:39.911
conference is going to pay for itself and

00:42:39.972 --> 00:42:41.813
then some by the time you get on

00:42:41.853 --> 00:42:43.273
the plane out of that conference?

00:42:43.934 --> 00:42:45.094
I already know where I'm going with this.

00:42:45.414 --> 00:42:46.275
I want them to lead me.

00:42:46.554 --> 00:42:47.396
And I go, huh,

00:42:47.416 --> 00:42:48.596
I never thought about it like that.

00:42:49.556 --> 00:42:51.038
How much money do you make?

00:42:51.297 --> 00:42:52.697
And can you show me what you did

00:42:52.757 --> 00:42:54.079
today before you get in your car to

00:42:54.119 --> 00:42:54.699
drive home,

00:42:55.159 --> 00:42:57.059
had the ROI to cover your salary for

00:42:57.079 --> 00:42:57.400
the day?

00:42:57.860 --> 00:43:00.322
And then they get real quiet.

00:43:00.521 --> 00:43:01.603
And I got to be careful with that

00:43:01.722 --> 00:43:01.822
one.

00:43:02.907 --> 00:43:04.489
Obviously, because that's personal.

00:43:04.869 --> 00:43:05.769
Right.

00:43:05.789 --> 00:43:08.032
But it highlights that sometimes the

00:43:08.072 --> 00:43:10.295
direct ROI of me walking outside with a

00:43:10.394 --> 00:43:13.498
bucket full of ice cold water and walking

00:43:13.539 --> 00:43:15.300
at a parade and saying, well,

00:43:15.380 --> 00:43:17.603
I bought fifty dollars worth of water,

00:43:17.983 --> 00:43:19.164
twenty dollars worth of ice.

00:43:19.284 --> 00:43:20.586
I walked around and I walked away with

00:43:20.666 --> 00:43:21.827
a hundred bucks positive.

00:43:22.148 --> 00:43:23.190
Yes, I understand that.

00:43:24.481 --> 00:43:25.922
that's in the immediate transaction

00:43:25.963 --> 00:43:26.423
business.

00:43:26.824 --> 00:43:27.103
Right.

00:43:27.164 --> 00:43:28.284
We're not always in the immediate

00:43:28.304 --> 00:43:29.246
transaction business,

00:43:29.545 --> 00:43:31.407
especially in healthcare.

00:43:31.688 --> 00:43:32.789
Especially in healthcare.

00:43:33.009 --> 00:43:33.530
We are not.

00:43:33.710 --> 00:43:33.909
I mean,

00:43:33.969 --> 00:43:35.650
it's in like B to B conferences that

00:43:35.690 --> 00:43:36.492
I've been to, right?

00:43:36.532 --> 00:43:38.253
With, we talked about this sales cycles,

00:43:38.293 --> 00:43:39.034
how long it takes,

00:43:39.074 --> 00:43:42.836
like you're not going to be able to

00:43:42.876 --> 00:43:43.697
measure that right away.

00:43:44.398 --> 00:43:44.898
Yeah.

00:43:44.918 --> 00:43:46.119
That doesn't mean it's not worth doing.

00:43:46.740 --> 00:43:47.882
And here are the reasons why we would

00:43:47.902 --> 00:43:48.101
do it.

00:43:48.699 --> 00:43:49.541
That's why the minute...

00:43:49.862 --> 00:43:50.985
Because we didn't really know what we're

00:43:51.005 --> 00:43:52.748
going to call this recurring segment.

00:43:53.068 --> 00:43:54.070
And we were going to do this and

00:43:54.090 --> 00:43:54.231
this.

00:43:54.251 --> 00:43:55.052
And then all of a sudden...

00:43:55.233 --> 00:43:57.338
When you're starting to try to be cute...

00:43:59.101 --> 00:43:59.240
Stop.

00:43:59.382 --> 00:43:59.722
Stop.

00:44:00.407 --> 00:44:01.027
Right.

00:44:01.108 --> 00:44:02.489
And that's why as soon as I think

00:44:02.568 --> 00:44:03.628
I said or I texted you,

00:44:03.668 --> 00:44:05.010
marketing doesn't work, we were both like,

00:44:05.150 --> 00:44:05.851
ding, ding, ding.

00:44:05.911 --> 00:44:06.952
That's it.

00:44:06.972 --> 00:44:08.373
Because either the people who were like,

00:44:08.693 --> 00:44:10.355
yeah, it doesn't work.

00:44:10.434 --> 00:44:11.675
Let me zoom in to see why these

00:44:11.695 --> 00:44:12.615
people agree with me.

00:44:13.157 --> 00:44:14.056
Or the people who were like,

00:44:14.097 --> 00:44:14.538
what do you mean?

00:44:14.597 --> 00:44:15.378
Of course it works.

00:44:16.139 --> 00:44:16.838
They're going to agree.

00:44:16.878 --> 00:44:18.280
They're going to zoom in to see why

00:44:18.320 --> 00:44:18.920
they're wrong.

00:44:19.300 --> 00:44:21.143
So we're either confirming your belief,

00:44:21.702 --> 00:44:22.563
preconceived belief,

00:44:22.764 --> 00:44:25.346
or we're flipping your preconceived belief

00:44:25.846 --> 00:44:26.447
on its head.

00:44:27.007 --> 00:44:27.887
And I think that's important.

00:44:28.472 --> 00:44:30.173
Um, so I need,

00:44:30.353 --> 00:44:32.054
I need a strategy or sometimes the

00:44:32.094 --> 00:44:33.574
strategy is don't.

00:44:33.855 --> 00:44:34.954
Did I ever tell you the story or

00:44:34.974 --> 00:44:36.735
the, my, my, my look at the Scranton,

00:44:37.115 --> 00:44:37.715
Pennsylvania, St.

00:44:37.735 --> 00:44:38.496
Patrick's day parade?

00:44:38.516 --> 00:44:39.777
No.

00:44:40.117 --> 00:44:42.398
So I ran a radio station in Scranton,

00:44:42.418 --> 00:44:43.657
Pennsylvania, Northeast Pennsylvania.

00:44:43.757 --> 00:44:45.079
I wound up running two radio stations in

00:44:45.119 --> 00:44:47.179
Scranton and in my company, my building,

00:44:47.199 --> 00:44:47.659
there were,

00:44:47.699 --> 00:44:48.860
we owned four radio stations in the

00:44:48.900 --> 00:44:49.159
market.

00:44:49.974 --> 00:44:50.494
Overall,

00:44:50.554 --> 00:44:51.996
how many actually competitive radio

00:44:52.016 --> 00:44:53.056
stations were we competing with?

00:44:53.416 --> 00:44:54.115
Let's say eight.

00:44:54.137 --> 00:44:55.277
Okay.

00:44:55.336 --> 00:44:57.297
Of different genres competing for

00:44:57.518 --> 00:44:59.777
attention, but different ages,

00:45:00.039 --> 00:45:02.079
different demo and psychographics, right?

00:45:02.358 --> 00:45:03.219
I ran a rock station.

00:45:03.300 --> 00:45:05.179
I wanted dudes, eighteen to thirty-five,

00:45:05.219 --> 00:45:06.400
eighteen to forty-five, right?

00:45:07.201 --> 00:45:08.382
The country station I ran,

00:45:08.601 --> 00:45:09.981
that's a funny side story.

00:45:10.021 --> 00:45:10.681
Jimmy McKay,

00:45:10.981 --> 00:45:12.663
who can't name four country artists,

00:45:12.762 --> 00:45:13.663
ran a country station.

00:45:14.463 --> 00:45:15.284
That's a different story.

00:45:15.304 --> 00:45:17.025
Pretty great.

00:45:17.045 --> 00:45:18.085
Northeast Pennsylvania,

00:45:19.793 --> 00:45:21.454
Being in the Northeast, too,

00:45:22.315 --> 00:45:24.536
everything's gray for like nine months.

00:45:24.956 --> 00:45:25.838
Winter fears long.

00:45:26.259 --> 00:45:30.302
The unofficial start of spring and warming

00:45:30.362 --> 00:45:30.802
up, St.

00:45:30.842 --> 00:45:31.382
Patrick's Day.

00:45:31.702 --> 00:45:34.485
There's also a large Irish and Polish

00:45:35.166 --> 00:45:35.786
population.

00:45:36.686 --> 00:45:38.369
And everybody loves a parade.

00:45:38.869 --> 00:45:39.369
Except me.

00:45:39.710 --> 00:45:41.030
But everybody loves a parade.

00:45:41.351 --> 00:45:42.311
So the Scranton St.

00:45:42.351 --> 00:45:44.134
Patrick's Day parade is an event.

00:45:45.956 --> 00:45:46.996
It also involves alcohol.

00:45:47.036 --> 00:45:48.318
So it's an event, right?

00:45:48.338 --> 00:45:50.418
So it's like the parade and selfie in

00:45:50.458 --> 00:45:50.900
Boston.

00:45:51.239 --> 00:45:51.981
Yes.

00:45:52.940 --> 00:45:53.762
You don't even ask.

00:45:53.922 --> 00:45:55.402
You don't ask what you're doing on parade

00:45:55.443 --> 00:45:55.663
day.

00:45:55.922 --> 00:45:56.903
You're doing, it's the parade.

00:45:56.923 --> 00:45:57.545
You're doing that.

00:45:58.925 --> 00:46:02.307
So every year, like an arms race,

00:46:02.849 --> 00:46:03.768
every year we'd go in.

00:46:03.869 --> 00:46:05.309
And when I first became a program

00:46:05.329 --> 00:46:06.150
director, I was like, I was like,

00:46:06.170 --> 00:46:06.791
I was like, I was like,

00:46:06.811 --> 00:46:07.331
I was like, I was like,

00:46:07.351 --> 00:46:07.811
I was like, I was like,

00:46:07.831 --> 00:46:08.432
I was like, I was like,

00:46:08.452 --> 00:46:09.152
I was like, I was like,

00:46:09.172 --> 00:46:09.693
I was like, I was like,

00:46:09.713 --> 00:46:10.153
I was like, I was like,

00:46:10.173 --> 00:46:10.653
I was like, I was like,

00:46:10.673 --> 00:46:11.215
I was like, I was like,

00:46:11.235 --> 00:46:11.715
I was like, I was like,

00:46:11.755 --> 00:46:12.275
I was like, I was like,

00:46:12.295 --> 00:46:12.856
I was like, I was like,

00:46:12.876 --> 00:46:13.335
I was like, I was like,

00:46:13.356 --> 00:46:13.856
I was like, I was like,

00:46:13.876 --> 00:46:14.597
I was like, I was like,

00:46:14.617 --> 00:46:15.117
I was like, I was like,

00:46:15.137 --> 00:46:15.338
I was like,

00:46:15.358 --> 00:46:15.378
I

00:46:15.518 --> 00:46:17.559
pitch your idea, you leave.

00:46:17.699 --> 00:46:19.242
He then says, you get this,

00:46:19.282 --> 00:46:20.141
you get this, you get this,

00:46:20.181 --> 00:46:20.663
you get this.

00:46:21.063 --> 00:46:22.224
Because as he should,

00:46:23.244 --> 00:46:23.806
you got to earn it.

00:46:23.826 --> 00:46:24.246
Right.

00:46:24.266 --> 00:46:25.126
Well, of course,

00:46:25.306 --> 00:46:26.728
I come up with creative ideas and I'm

00:46:26.768 --> 00:46:28.090
pitching and I'm learning.

00:46:28.250 --> 00:46:29.090
I'm pitching to him,

00:46:29.110 --> 00:46:30.132
but also I want the idea to work

00:46:30.152 --> 00:46:30.811
with the audience.

00:46:30.831 --> 00:46:31.253
I'm doing this.

00:46:31.592 --> 00:46:33.335
And after about three or four years of

00:46:33.755 --> 00:46:36.177
pitching the idea, executing the idea,

00:46:37.938 --> 00:46:38.478
and in radio,

00:46:38.498 --> 00:46:39.880
it's hard to measure results,

00:46:39.960 --> 00:46:41.202
like objective results, right?

00:46:42.400 --> 00:46:43.862
But you're subjectively measuring.

00:46:44.184 --> 00:46:44.523
Like, dude,

00:46:44.543 --> 00:46:46.387
we just spent all this for this?

00:46:46.467 --> 00:46:46.987
Like, all right.

00:46:47.407 --> 00:46:48.610
So I don't know what it was.

00:46:48.670 --> 00:46:49.811
Year three, four, five,

00:46:49.851 --> 00:46:51.594
I walk in and I position myself in

00:46:51.614 --> 00:46:53.496
the room so I could go last.

00:46:54.498 --> 00:46:56.280
And Bill Palmieri was like a...

00:46:57.168 --> 00:47:00.329
like a tradition, a cliche of a CEO.

00:47:00.389 --> 00:47:01.469
Like he was a CEO.

00:47:01.489 --> 00:47:02.630
He was a general manager, right?

00:47:03.150 --> 00:47:03.690
Business guy,

00:47:04.251 --> 00:47:05.492
but he had been a broadcaster.

00:47:05.652 --> 00:47:06.731
So he had done all the things.

00:47:07.211 --> 00:47:08.532
So he's sitting there with his, you know,

00:47:08.773 --> 00:47:11.014
leather notebook and his fancy pan in his

00:47:11.054 --> 00:47:11.333
suit.

00:47:11.653 --> 00:47:12.235
And he's like, all right,

00:47:12.255 --> 00:47:12.994
I'm going to hear your pitches.

00:47:13.514 --> 00:47:14.755
And he's being very, you know,

00:47:14.815 --> 00:47:15.275
hand on chin.

00:47:15.916 --> 00:47:17.117
And he gets to me and he goes,

00:47:17.157 --> 00:47:17.876
Jimmy, what do you got?

00:47:18.237 --> 00:47:19.478
And I go,

00:47:19.538 --> 00:47:20.797
what are you going to do on St.

00:47:20.838 --> 00:47:21.539
Patrick's day weekend?

00:47:21.559 --> 00:47:23.820
And I go, nothing.

00:47:24.574 --> 00:47:26.074
And he goes, the whole room's like,

00:47:27.934 --> 00:47:28.856
interesting pitch, Jimmy.

00:47:29.936 --> 00:47:31.615
And Bill's smart enough because he knew me

00:47:31.655 --> 00:47:34.056
as a newbie and then eventually gave me

00:47:34.077 --> 00:47:36.498
my own station and stations was like he

00:47:36.538 --> 00:47:38.518
knew he was smart enough to know he's

00:47:38.619 --> 00:47:39.358
going somewhere.

00:47:40.639 --> 00:47:41.440
And then I said,

00:47:43.621 --> 00:47:45.101
I don't want to yell when everyone else

00:47:45.141 --> 00:47:45.820
is screaming.

00:47:47.081 --> 00:47:49.163
I don't think anybody I think it's so

00:47:49.222 --> 00:47:49.463
big.

00:47:49.503 --> 00:47:50.463
The parade is so big.

00:47:50.963 --> 00:47:52.603
No one will ever notice if we're not

00:47:52.643 --> 00:47:52.844
there.

00:47:53.905 --> 00:47:56.168
I want this amount of dollars to do

00:47:56.248 --> 00:47:58.592
these three ideas in April,

00:47:58.612 --> 00:48:03.358
May and June because everybody's going to

00:48:03.378 --> 00:48:04.719
blow their load in March.

00:48:06.340 --> 00:48:07.922
I'm going to be the only person.

00:48:08.702 --> 00:48:10.043
I was always fascinated with like American

00:48:10.063 --> 00:48:11.385
history and like the musket balls.

00:48:11.766 --> 00:48:13.248
And I'm like, why'd you shoot so early,

00:48:15.309 --> 00:48:15.610
dude?

00:48:15.730 --> 00:48:17.291
Like that guy's reloading and then,

00:48:17.311 --> 00:48:18.293
and then kapow.

00:48:18.693 --> 00:48:19.795
So that was the strategy,

00:48:19.815 --> 00:48:20.976
which was nothing.

00:48:21.617 --> 00:48:23.659
I wanted to do an outdoor campaign with

00:48:23.699 --> 00:48:25.820
billboards in April, May and June.

00:48:26.101 --> 00:48:27.882
Cause I also knew what my ratings periods

00:48:27.922 --> 00:48:28.143
were.

00:48:29.235 --> 00:48:29.715
And I said,

00:48:30.356 --> 00:48:32.896
I bet you no one will notice we're

00:48:32.936 --> 00:48:33.456
not there.

00:48:33.637 --> 00:48:34.496
And we could be there.

00:48:34.617 --> 00:48:36.077
And they probably like assumed you were

00:48:36.097 --> 00:48:37.639
there somewhere else or like didn't think

00:48:37.679 --> 00:48:37.918
of it.

00:48:38.199 --> 00:48:39.119
They didn't need to think of it.

00:48:39.519 --> 00:48:40.039
Correct.

00:48:40.320 --> 00:48:42.181
And Bill looked at me and the other

00:48:42.201 --> 00:48:43.521
guys who had just pitched were like,

00:48:43.742 --> 00:48:44.822
you're like, shoot.

00:48:47.143 --> 00:48:48.083
Bill goes, you got it.

00:48:48.923 --> 00:48:49.844
But now I needed to come up with

00:48:49.864 --> 00:48:50.704
an idea for outdoor.

00:48:50.844 --> 00:48:52.264
And we got eight minutes left or ten

00:48:52.284 --> 00:48:52.626
minutes left.

00:48:52.666 --> 00:48:53.266
Here's what I did.

00:48:54.226 --> 00:48:55.626
Maxim magazine was a thing.

00:48:56.969 --> 00:49:00.090
And Coors Light National was paired up

00:49:00.110 --> 00:49:01.750
with Maxim Magazines, going for dudes.

00:49:01.809 --> 00:49:02.829
Coors Light wants dudes.

00:49:02.889 --> 00:49:03.911
Maxim Magazine wants dudes.

00:49:04.110 --> 00:49:04.871
I got rack music.

00:49:04.911 --> 00:49:05.451
We got dudes.

00:49:06.471 --> 00:49:08.791
So I said, let's bring things to life.

00:49:08.811 --> 00:49:09.911
Let's go non-digital.

00:49:09.931 --> 00:49:11.572
When everybody's digital, let's go analog.

00:49:11.733 --> 00:49:12.652
And when everyone goes analog,

00:49:12.672 --> 00:49:13.152
you go digital.

00:49:13.672 --> 00:49:14.773
There's your marketing lesson for the day.

00:49:14.853 --> 00:49:15.753
Take that, if anything.

00:49:17.813 --> 00:49:19.614
And I said, what is Coors?

00:49:19.653 --> 00:49:20.635
So now I got to pay attention to

00:49:20.655 --> 00:49:21.454
who cares about what.

00:49:21.614 --> 00:49:23.335
Coors Light cares about dudes.

00:49:24.835 --> 00:49:26.315
But what they really care about is bars.

00:49:27.329 --> 00:49:28.990
Because they know if the bartender or the

00:49:29.030 --> 00:49:30.552
bar owner pushes their stuff,

00:49:30.913 --> 00:49:31.373
they sell more.

00:49:31.393 --> 00:49:32.193
Exactly.

00:49:32.213 --> 00:49:32.653
They're like,

00:49:32.673 --> 00:49:34.076
how do I make the bar owner happy?

00:49:34.556 --> 00:49:36.018
Selling beer is a transaction.

00:49:36.717 --> 00:49:38.539
In marketing, we'd call it added value.

00:49:38.860 --> 00:49:39.501
What can I get?

00:49:39.521 --> 00:49:40.581
You're going to pay for this,

00:49:40.641 --> 00:49:42.965
but I'm also going to pay for this.

00:49:43.065 --> 00:49:43.865
It's all theater.

00:49:45.094 --> 00:49:46.074
But we have to do it.

00:49:46.596 --> 00:49:49.119
So I turned to Pat Verastro,

00:49:49.139 --> 00:49:51.461
who ran Coors Light and other brands,

00:49:51.621 --> 00:49:53.143
and he was similar to my general manager.

00:49:53.764 --> 00:49:54.726
Dude, old school,

00:49:54.746 --> 00:49:55.887
been sitting there for a million years

00:49:55.927 --> 00:49:57.869
going, he'd seen it all.

00:49:58.931 --> 00:50:00.472
Trying to wow someone like that,

00:50:01.530 --> 00:50:02.110
Go basic.

00:50:02.329 --> 00:50:03.391
Because they're going to see right through

00:50:03.411 --> 00:50:04.170
your bull anyway.

00:50:04.610 --> 00:50:05.771
So I said to Pat, I go,

00:50:05.871 --> 00:50:07.411
you want to take care of your bars.

00:50:07.632 --> 00:50:08.711
Because if the bars love you,

00:50:09.052 --> 00:50:09.831
you're taken care of.

00:50:09.871 --> 00:50:10.773
He understood his game.

00:50:11.313 --> 00:50:12.072
Don't go to dudes.

00:50:12.092 --> 00:50:12.672
Go to the bars.

00:50:12.713 --> 00:50:13.552
The bars go to dudes.

00:50:14.092 --> 00:50:15.153
And I'm a route to both.

00:50:15.474 --> 00:50:15.954
So I said,

00:50:16.614 --> 00:50:17.875
you're paired up with Maxim Magazine

00:50:17.894 --> 00:50:18.375
Nationwide.

00:50:18.715 --> 00:50:21.936
We're going to do a Maxim Magazine contest

00:50:22.315 --> 00:50:22.956
in bars.

00:50:23.076 --> 00:50:23.835
So the bars are like,

00:50:23.996 --> 00:50:25.117
what do I get?

00:50:25.836 --> 00:50:26.856
Here's what the pitch was.

00:50:27.396 --> 00:50:28.657
The radio station I ran was called

00:50:32.168 --> 00:50:32.827
So I said,

00:50:33.168 --> 00:50:35.588
we're going to do a Northeast PA search.

00:50:37.309 --> 00:50:40.269
We're looking for your next ex-girlfriend.

00:50:41.791 --> 00:50:43.070
Because that's the line, right?

00:50:43.311 --> 00:50:44.612
That's the cutesy line.

00:50:45.132 --> 00:50:46.172
That's a great pickup line.

00:50:46.231 --> 00:50:46.972
Hey, how are you doing?

00:50:47.192 --> 00:50:47.811
Hey, what are you doing?

00:50:47.891 --> 00:50:48.992
Looking for my next ex-girlfriend.

00:50:49.012 --> 00:50:49.592
You want to apply?

00:50:50.012 --> 00:50:50.853
That's stupid.

00:50:51.052 --> 00:50:52.054
And it probably never works,

00:50:52.074 --> 00:50:53.014
but it gets the giggle.

00:50:53.253 --> 00:50:53.454
Wow.

00:50:53.793 --> 00:50:55.775
In the wow and how.

00:50:57.014 --> 00:50:58.355
So that's my core, right?

00:50:58.715 --> 00:50:59.516
So here's the pitch.

00:50:59.536 --> 00:51:02.318
The pitch was pick fifteen bars.

00:51:02.898 --> 00:51:04.579
And for fifteen Fridays over the next

00:51:04.619 --> 00:51:07.501
fifteen weeks, we'll get a photographer,

00:51:07.521 --> 00:51:09.543
a professional photographer to come set up

00:51:09.563 --> 00:51:11.284
a backdrop and lights.

00:51:11.864 --> 00:51:13.425
And I bring the music and we'll announce

00:51:13.465 --> 00:51:14.025
it for a week.

00:51:14.266 --> 00:51:14.847
This Friday,

00:51:14.887 --> 00:51:17.047
the Maxim model search looking for our

00:51:17.088 --> 00:51:18.748
next ex-girlfriend will be at this bar.

00:51:18.809 --> 00:51:19.909
And the next week it's at this bar.

00:51:20.110 --> 00:51:21.911
And it's zero dollars to get your pictures

00:51:21.952 --> 00:51:22.251
taken.

00:51:22.492 --> 00:51:23.492
And we'll put the pictures on the Web

00:51:23.532 --> 00:51:23.733
site.

00:51:24.911 --> 00:51:25.913
That's the prize so far.

00:51:26.213 --> 00:51:27.132
Now, when you get there,

00:51:27.393 --> 00:51:28.173
we have two different,

00:51:28.614 --> 00:51:31.036
we have female cut t-shirts and male cut

00:51:31.076 --> 00:51:31.615
t-shirts.

00:51:31.996 --> 00:51:34.418
And the male lines had things like,

00:51:34.617 --> 00:51:36.159
I'm looking for my next sex girlfriend.

00:51:36.498 --> 00:51:37.840
Are you my next sex girlfriend?

00:51:38.119 --> 00:51:39.440
Want to be my next sex girlfriend?

00:51:39.521 --> 00:51:40.461
I'm iterating those.

00:51:40.822 --> 00:51:42.483
And on the back is Coors Light Maxim

00:51:42.603 --> 00:51:43.724
and my radio station logo.

00:51:44.063 --> 00:51:45.644
And then the girl version of the t-shirts,

00:51:45.704 --> 00:51:47.266
little like t-shirts, and they say,

00:51:47.405 --> 00:51:48.867
I could be your next sex girlfriend.

00:51:49.938 --> 00:51:51.420
Want me to be your next sex girlfriend.

00:51:51.880 --> 00:51:53.561
I had people offer me cash to take

00:51:53.581 --> 00:51:54.923
the shirt off my back because we ran

00:51:55.043 --> 00:51:55.724
out every night.

00:51:55.744 --> 00:51:57.686
And everyone wanted the t-shirt.

00:51:57.726 --> 00:51:58.929
So what's the point though?

00:51:59.028 --> 00:52:00.971
Is the point just to get your picture

00:52:00.990 --> 00:52:01.572
on the website?

00:52:01.632 --> 00:52:01.851
No,

00:52:01.891 --> 00:52:03.994
it goes back to what did Jimmy really

00:52:04.034 --> 00:52:04.996
spend his money on

00:52:06.097 --> 00:52:09.059
instead of the parade i bought billboards

00:52:09.559 --> 00:52:10.818
in northeast pennsylvania on

00:52:10.918 --> 00:52:12.539
interstate-eighty-one that got a bajillion

00:52:12.559 --> 00:52:14.860
cars passing so i said we're going to

00:52:14.880 --> 00:52:17.440
do voting so to get in the contest

00:52:17.561 --> 00:52:20.501
girls because the girls if you get why

00:52:20.621 --> 00:52:21.902
why do they do ladies night at bars

00:52:21.922 --> 00:52:23.362
because they want dudes to drink so they

00:52:23.382 --> 00:52:24.722
get ladies and juice follow right

00:52:25.583 --> 00:52:26.163
So we did that.

00:52:26.643 --> 00:52:28.525
But then what's the carrot for the ladies

00:52:28.824 --> 00:52:30.505
be looked at by guys?

00:52:31.947 --> 00:52:34.887
I said,

00:52:35.369 --> 00:52:36.509
get your picture taken to get in the

00:52:36.548 --> 00:52:36.909
contest.

00:52:36.949 --> 00:52:37.909
You got to come to at least one

00:52:37.929 --> 00:52:39.911
event or you can come to multiple for

00:52:39.951 --> 00:52:41.632
more pictures to get more votes on our

00:52:41.652 --> 00:52:42.172
website.

00:52:42.512 --> 00:52:44.873
I got digital traffic.

00:52:45.153 --> 00:52:47.454
And the girl with the most votes gets

00:52:47.514 --> 00:52:47.916
her foot.

00:52:48.135 --> 00:52:50.177
She's going to be on the billboard.

00:52:50.197 --> 00:52:50.577
Oh, boy.

00:52:50.677 --> 00:52:51.177
Yeah.

00:52:52.887 --> 00:52:53.106
I mean,

00:52:53.126 --> 00:52:55.268
you're talking to the wrong person about

00:52:55.309 --> 00:52:57.311
this because I'd be like so far away

00:52:57.351 --> 00:53:00.414
from this, but you nailed it, right?

00:53:00.494 --> 00:53:01.655
Like this is...

00:53:03.498 --> 00:53:05.320
And then I think we also did,

00:53:06.280 --> 00:53:08.222
I think the first year we really zhuzhed

00:53:08.262 --> 00:53:08.543
it up.

00:53:09.898 --> 00:53:11.338
It wasn't just votes on the website.

00:53:11.418 --> 00:53:13.079
Votes on the website got you invited to

00:53:13.099 --> 00:53:14.119
the live party.

00:53:14.918 --> 00:53:16.559
And then people were going to cast ballots

00:53:16.759 --> 00:53:18.739
at the live party for contestants one

00:53:18.760 --> 00:53:19.280
through ten.

00:53:19.400 --> 00:53:21.079
And I wore a tuxedo,

00:53:21.380 --> 00:53:23.041
and I was doing fun games.

00:53:23.360 --> 00:53:25.721
So this is like the whole experience.

00:53:25.880 --> 00:53:28.501
Everyone feels special and seen,

00:53:28.882 --> 00:53:30.202
and it is memorable.

00:53:30.702 --> 00:53:31.003
Yes.

00:53:31.503 --> 00:53:32.422
So we did this...

00:53:33.682 --> 00:53:35.643
for probably five or six years until I

00:53:35.664 --> 00:53:36.623
had to turn to them and be like,

00:53:37.045 --> 00:53:39.786
guys, this is jump or let's just,

00:53:39.826 --> 00:53:41.306
let's just stop it for a few years

00:53:41.347 --> 00:53:42.746
and come back to it.

00:53:42.786 --> 00:53:43.827
Cause right now we're, you know,

00:53:43.987 --> 00:53:45.889
like the shoes, the sheen has,

00:53:46.148 --> 00:53:46.809
has worn off.

00:53:46.829 --> 00:53:46.969
Right.

00:53:47.088 --> 00:53:48.329
Cause that's like,

00:53:48.389 --> 00:53:49.289
you want to be the one on the

00:53:49.329 --> 00:53:49.909
billboard.

00:53:49.990 --> 00:53:52.231
You don't want to be one of X

00:53:52.291 --> 00:53:53.751
number that ends up.

00:53:53.771 --> 00:53:54.452
I think it's fine,

00:53:54.472 --> 00:53:55.693
but it's like any good idea.

00:53:56.092 --> 00:53:57.213
Like after a while,

00:53:57.253 --> 00:53:58.213
some things stick around.

00:53:58.233 --> 00:53:59.474
Do you remember real men of genius?

00:54:00.195 --> 00:54:01.336
I do, yes.

00:54:01.376 --> 00:54:03.719
Bud Light's TV radio campaign,

00:54:03.739 --> 00:54:05.239
Ruminant Genius,

00:54:05.280 --> 00:54:07.702
imagine if the CEO had been like,

00:54:08.123 --> 00:54:09.824
but someone had permission and did it,

00:54:09.864 --> 00:54:11.326
and it was a great campaign,

00:54:11.746 --> 00:54:13.728
and it lasted way longer than I bet

00:54:13.748 --> 00:54:14.588
you they thought it would because they

00:54:14.608 --> 00:54:15.510
were like, people...

00:54:16.416 --> 00:54:18.878
people were calling my radio station to

00:54:18.938 --> 00:54:22.740
request a commercial because the

00:54:22.780 --> 00:54:24.360
commercials were funny and for people who

00:54:24.400 --> 00:54:25.882
don't know me a real man of genius

00:54:26.262 --> 00:54:28.684
it was a campaign who was like we

00:54:28.744 --> 00:54:30.744
salute real men and then it would take

00:54:30.864 --> 00:54:34.387
like here's to you guy who wears a

00:54:34.447 --> 00:54:36.887
baseball glove at a major league game and

00:54:36.927 --> 00:54:37.429
a jersey

00:54:38.208 --> 00:54:38.670
And then it was like,

00:54:38.690 --> 00:54:40.471
real man of genius.

00:54:41.371 --> 00:54:42.793
You never know when they're going to need

00:54:42.813 --> 00:54:44.894
an extra guy and you're already wearing

00:54:44.914 --> 00:54:46.396
the jersey and brought your glove.

00:54:46.436 --> 00:54:48.358
And it was just like all those stupid

00:54:48.398 --> 00:54:48.739
things.

00:54:48.759 --> 00:54:49.378
And everyone was like.

00:54:50.525 --> 00:54:52.146
It was like a girly guy doing something

00:54:52.186 --> 00:54:53.847
like, yes, yes, yes.

00:54:54.728 --> 00:54:56.148
I would front tease,

00:54:56.188 --> 00:54:57.329
which means like coming up,

00:54:57.650 --> 00:54:58.951
we're going to hear from Linkin Park and

00:54:58.971 --> 00:54:59.811
a new one from Foo Fighters.

00:55:00.190 --> 00:55:03.172
I would front tease the commercial.

00:55:03.972 --> 00:55:04.213
I'd be like,

00:55:04.253 --> 00:55:06.074
I have fifteen calls for the real men

00:55:06.114 --> 00:55:07.514
of genius foam finger guy.

00:55:07.894 --> 00:55:08.856
That's coming up next.

00:55:08.896 --> 00:55:09.235
Here it is.

00:55:09.275 --> 00:55:10.596
Yep.

00:55:10.635 --> 00:55:11.996
That's when you know you've got something.

00:55:12.157 --> 00:55:14.038
When you're advertising is content.

00:55:14.237 --> 00:55:15.039
That is simple.

00:55:15.358 --> 00:55:16.338
It's just not easy.

00:55:16.719 --> 00:55:17.000
Right.

00:55:17.019 --> 00:55:18.159
You can't do... You can't...

00:55:20.119 --> 00:55:21.521
can't tell the same joke.

00:55:22.202 --> 00:55:22.583
Eventually,

00:55:22.864 --> 00:55:24.527
eventually the joke wears out and you have

00:55:24.547 --> 00:55:25.969
to recognize that and accept it.

00:55:26.650 --> 00:55:27.751
But I got to be honest,

00:55:27.771 --> 00:55:29.114
if I worked for Bud Light right now,

00:55:29.134 --> 00:55:30.175
do you know what I would bring back?

00:55:30.275 --> 00:55:31.056
Twenty years later,

00:55:33.273 --> 00:55:33.934
Real men of genius.

00:55:33.954 --> 00:55:34.514
And here's why.

00:55:34.936 --> 00:55:36.317
To the audience who knew it the first

00:55:36.356 --> 00:55:37.539
time, you have a very powerful... Oh,

00:55:37.559 --> 00:55:38.039
it's like nostalgia.

00:55:38.059 --> 00:55:39.039
They are lovely.

00:55:39.059 --> 00:55:39.780
Nostalgia is gold.

00:55:40.081 --> 00:55:40.983
And to the second one,

00:55:41.262 --> 00:55:43.204
but you remix them and you make them

00:55:43.885 --> 00:55:44.766
real men of genius.

00:55:44.867 --> 00:55:46.588
Here's to the guy rolling his eyes at

00:55:46.628 --> 00:55:48.530
every nine-year-old saying six, seven.

00:55:48.851 --> 00:55:50.652
Like, make it new again.

00:55:50.934 --> 00:55:51.173
Yes.

00:55:51.757 --> 00:55:54.119
And these are powerful weapons,

00:55:54.418 --> 00:55:56.338
and you start with the psychological

00:55:56.378 --> 00:55:57.539
drivers and move backwards.

00:55:57.840 --> 00:55:59.460
This is why people are like,

00:55:59.760 --> 00:56:01.521
seven habits of highly successful people.

00:56:01.981 --> 00:56:03.081
I don't even remember what the other six

00:56:03.221 --> 00:56:03.360
are.

00:56:03.641 --> 00:56:04.382
I remember number two,

00:56:04.402 --> 00:56:06.822
which is start with the end of mind.

00:56:06.842 --> 00:56:08.242
I know there are six other habits.

00:56:09.083 --> 00:56:10.182
I hammer on that one, which is,

00:56:10.983 --> 00:56:13.043
what does the end of the scavenger hunt

00:56:13.123 --> 00:56:13.643
look like?

00:56:14.505 --> 00:56:15.844
Is that a photoable moment?

00:56:16.344 --> 00:56:18.246
Is it powerful enough to make people jump

00:56:18.286 --> 00:56:18.885
through the hoops?

00:56:20.239 --> 00:56:21.059
And it doesn't notice.

00:56:21.298 --> 00:56:22.480
I mean, what did that cost?

00:56:22.840 --> 00:56:24.320
Sixteen dollars per mug.

00:56:25.840 --> 00:56:27.081
Right, because a bike lock was six,

00:56:27.101 --> 00:56:28.862
we'll say a mug is ten and you're

00:56:28.882 --> 00:56:29.963
going to give away a second mug.

00:56:30.063 --> 00:56:31.362
So that's twenty six dollars.

00:56:31.664 --> 00:56:32.403
Is it worth it?

00:56:34.005 --> 00:56:35.264
Depends, depends on what your goal is,

00:56:35.284 --> 00:56:36.105
depends on what your goal is.

00:56:36.304 --> 00:56:36.885
Well, right.

00:56:36.905 --> 00:56:37.846
What does success look like?

00:56:37.865 --> 00:56:40.047
How are you measuring it?

00:56:40.067 --> 00:56:41.047
What's your goal?

00:56:41.067 --> 00:56:41.266
All right.

00:56:41.327 --> 00:56:42.047
Parting shots.

00:56:43.103 --> 00:56:44.284
Wow, we talked a lot today.

00:56:44.324 --> 00:56:45.605
This is a good, I didn't, I mean,

00:56:45.784 --> 00:56:47.045
we come in with minimal notes,

00:56:47.105 --> 00:56:49.286
but what would you want to leave with

00:56:49.306 --> 00:56:50.166
the audience as we wrap up?

00:56:50.206 --> 00:56:50.708
Parting shot.

00:56:51.307 --> 00:56:52.849
Oh man, we talked about so many things.

00:56:52.889 --> 00:56:53.409
Parting shot.

00:56:54.150 --> 00:56:54.469
You know what?

00:56:54.489 --> 00:56:56.110
I'm going to go back to my post

00:56:56.251 --> 00:56:57.291
that you brought up.

00:56:58.192 --> 00:57:03.215
And it is, gee, what's the parting shot?

00:57:04.135 --> 00:57:06.237
I think CMO, CEOs,

00:57:07.097 --> 00:57:08.858
figure out a way to get aligned because

00:57:08.878 --> 00:57:11.219
you are wasting money and time if you

00:57:11.260 --> 00:57:11.739
are not.

00:57:12.039 --> 00:57:12.860
It's a nice way to say it.

00:57:14.007 --> 00:57:16.329
Call it like your campaign should lead

00:57:16.349 --> 00:57:20.873
with, can't we all just get along?

00:57:20.914 --> 00:57:23.416
Marriage counseling for CEOs and CMOs.

00:57:24.577 --> 00:57:26.898
Because divorce in the C-suite is

00:57:26.960 --> 00:57:27.699
expensive.

00:57:27.719 --> 00:57:30.722
There it is.

00:57:31.322 --> 00:57:31.983
And you're welcome.

00:57:32.003 --> 00:57:33.304
Play it back.

00:57:34.206 --> 00:57:35.746
My parting shot would be today,

00:57:35.927 --> 00:57:37.889
understand the psychology of what you're

00:57:37.989 --> 00:57:40.351
asking someone to do.

00:57:41.655 --> 00:57:43.458
you're asking them to do something show up

00:57:43.918 --> 00:57:46.539
pay attention give me money give me effort

00:57:46.579 --> 00:57:49.202
give me time you're asking for it uh

00:57:50.384 --> 00:57:52.445
the value of that or perceived value and

00:57:52.485 --> 00:57:54.306
i would say all value is perceived value

00:57:54.947 --> 00:57:57.068
uh depends on it depends on if they

00:57:57.108 --> 00:57:59.371
will even consider following through or

00:57:59.411 --> 00:58:02.132
not uh we'll be back next monday because

00:58:02.773 --> 00:58:05.036
marketing doesn't work

00:58:06.451 --> 00:58:07.532
That's it for this one,

00:58:07.791 --> 00:58:09.472
but we're just getting warmed up.

00:58:09.934 --> 00:58:11.835
Smash follow, send it to a friend,

00:58:12.074 --> 00:58:13.717
or crank up the next episode.

00:58:14.237 --> 00:58:15.117
Want to go deeper?

00:58:15.597 --> 00:58:17.719
Hit us at pgpinecast.com.

00:58:19.000 --> 00:58:21.001
Or find us on YouTube and socials at

00:58:21.021 --> 00:58:22.242
pgpinecast.

00:58:22.663 --> 00:58:24.945
And legally, none of this was advice.

00:58:25.025 --> 00:58:26.746
It's for entertainment purposes only.

00:58:26.786 --> 00:58:27.367
Bullshit!

00:58:28.427 --> 00:58:29.007
See, Keith?

00:58:29.208 --> 00:58:30.289
We read the script.

00:58:30.568 --> 00:58:31.230
Happy now?