Latest Talks Podcast - Ep #23 | Topics: Managing Employees - Why Ads Are Effective - Life/Business.

a whole new level what point does a trend become boring based on the vision of the company i gotta go be an age we actually had a person go to times square in manhattan open it up you flip through it it's the same never let a single person hold hostage your company [Music] day episode godzilla [Music] thank you so much it's an honor to be here lombard grew you're going to be the first one today i'm going to ask something yeah okay so first of all we want to know a little bit more about your history your background i'm sure you've spoken a lot of times about this let us know something how you got to where you are now obviously not yeah it's not start at least sure so it's a i'll i'll give you the russia music because there's a bunch of lunch benders in in the history so i always was a creator vice master the muscle us the the lemonade stand the kingdom the kid with the lemonade stand even when the i want to create something [Music] how designed business cards how designed uh flyers so that at that time my career is [Music] hiring for less gets you a full-time virtual employee for 70 bucks an hour that's 280 a week you name it this morning and the blueprints are being drawn out as we speak this will be your employee who will do everything virtually from customer service bookkeeping programming and blueprints no hidden fees fluent english highly experienced no recruitment fees no payroll taxes no contracts give your business more with hiring for less less is more basically the first paid stuff um that i started doing um in in in words in word art and just design you shouldn't why because i love creating stuff meaningful stuff versus just spinning [Music] in at one point it came to the point that i needed to do something they figured that i want to do something that whatever i do will have results way more than the actual item that i do that was the the meaningful part behind design creation helping people in business allah is because i could have a conversation now on this podcast and for years to come or months to come people will listen to it and maybe take something away from it when we design in the creative space is if we help growing businesses flourish in ptex which means is the person has a phenomenal operation has a great product he just doesn't have the know-how how to take it to public so when we give him this just one small piece to it he then could go on to flourish his business so instead of just selling a bottle of milk in a minute and the milk is always good from the milk whatever i do i wanted to have a little bit of a longer lifespan so to speak to yield results so i started the creative process honor hits business cards that i created when i was 14 15 years old as a as a as a hobby it's my in my office i have some of some of the live events that i've hold in my office i was able to show it in human attention for a business [Applause] [Music] again beckham other jobs like creative mind behind it and basically actually in front of hobbs [Music] foreign [Music] is [Music] he actually is very much admired my ambitious uh um um my move in berkeley basically in the the the ish to move in business was i i did a company print x [Music] color jobs and four colors can design this and summon our website [Music] [Applause] [Music] history [Music] furniture custom furniture is [Applause] [Music] furniture [Music] showing they they bring in siana consultant involved and seeing a back and forth they were sure that they could they picture you on a picture literally design printed [Music] of this expectations the first impression the necessity is the mother of inventions as it is [Music] offset and a call center in the business smokers that are called center in the business that gold leggings can outsource is due so extension so you offer that with no business hours and in other words and to kind of listen fast forward building in the air services but young fast forward website for their business [Music] veil to give in ibik a concept in slow gaining market share and maintaining market share what's mine is when i guide of the bqe and is it easy to post um billboards from coca-cola yeah the postman's i decided to the guideline that the billboard [Music] yes [Music] and then existing customers you want to stay as top of mind size and stay in top of mind [Music] graphics design effort a separate team so guys in our branding team in the company it's few services and steamer printing and design and steamer branding it's on our call center and somewhere in the partnership on web browser branded humber decided and they sort of get the lessons other mentioned even in sprint texas [Music] foreign [Music] um [Music] marketing campaign the first question we always ask is does the dual team to educate the consumer of the product other that's not educated versus somebody else is a huge enough community business campaign and again can they get the company hot ibig outreach nia customers and existing customers that's a good point absolutely so that's why services and company this is around enterprise so allies are services and then to help companies grow which means it's all finished services can copy paper compare all services holiday services now hence it talks sixty percent find their customers using between two and three of our services so in canada marketing campaign and the customers available from the phones we'll pick up the phones we'll take the information on a non-profit lifter campaign that then it's just thrilled if it's a massive campaign they support if this company needs you the guy who's making that campaign so inbound inbounds communicate this properly because this is something in the past [Music] you as a customer need all these things in one time why run around however the produce person only does produce the the designers brand they can spend some sick drastic thousand dollars for a brand and the guy's a web developer and hyped with alef there's no consistency no communication between the two and allah so by ends [Music] just quickly printing which means is the customer of the experience are the guides as on some project guide from the step to step this up so mango from the get-go [Music] in digital marketing because that service available focused its conversion rate this is focused off with a little conversions overhead and and facebook and google changing the algorithm you ate them in it you need to be focused but the services was versus cameras they're offset now they decline guys from step to step to step and as it's kind of delivered on date quality for service are the customer definition busy run on the marketing rather on your business that's why we did it so to answer your question on that now on the the question that's mr frederick vegan um canada reaching the customers estimates the customer of finn of products in the rough selection of the order we could do from a call center so we don't do an annual insurance policy in aberdeen and a fun fact they have mentioned fish stores flash tours and butcher stores in bara park and undergear including out of town are handled by michael in the office [Music] appliances [Music] but that's um um to answer your question as far um as five i mentioned here in this scene these are questions mentioned for the navigation device the event you can't expand versus expel other uh the other continuing running videos yeah i mentioned them size to you know size the shiny object syndrome advice if it becomes from phone calls you mentioned i have this new technology you want to do when i say uh lessons guys look for you to mention i'm sorry i suffer from um shiny object syndrome oh feel better feel better i don't have to shiny object syndrome is a down entrepreneur which means the project is launched to the next thing you know you gave us a chance now the terrorists of them [Music] which means is when the expands down business you have to know did i maximize was hashing a boat and are you or are you expanding for the right reasons and this reminder is the mystic span because the costumed office and the guest embassy the competition get them they buy the services um while the house door to the guild the question of them is is takadar the guilt are they you're just running off because this is schmucker's bon and there's something very important so i began often to zayn was the market shift how the market is shifting and the business is shifting and everything else but you got to do it for the right reasons [Music] services mentioned villain all in one type of solutions solution but always be out there like they did it [Music] that's on the list aria a couple episodes ago he said he's in the business of making money anyone that asks him his days his first answer is yo we'll figure it out figure it out whatever he's offering whatever you need he has that's along those lines where basically in the peter episode a slippery slope which means is it you know what as in the creative space and you can abate them something something which is a little bit sakura's kind of getting and therefore you want to do it says something on this [Music] a talented individual he could figure it out mentioned that can't figure it out and and they snapped him awaken was that seo just do it all the way go out and find your customer do the right way for them not they finn kicking of the data from zoom in nine days was campbell in our business a whole new level so might as they climb us up as these commands was this great their ice cream vice versa ice cream [Music] so do certain metrics in our business for the business owner davison this is the you know just because that bookkeeper might shut down non-profit margins [Music] of goods and basic stuff because you have to know how to play with it do so i mean expansions to do industry reassessment and product expansion industry reassessment is the concept versus vice versa uber at the beginning of the yellow yellow candle which means is as [Music] we thought the industry itself changed the vague visual visual nem day services so which means expansion and this is something that does help [Music] um sales in the categories are off adjust that followed in market share because eric mitchell the trends in china and his business is booming on that front which means opportunities it's your business and kansas facility versus a business owner no kick stuff and this advice the the joke is business owners the kicks of reports device divided by metrics about this other cannot indicate how to go in the business i think it's an important i wanted to make sure i mentioned it so now that that you have a like a nice bunch of services as well as a business how do you keep business versus life a balance [Applause] [Music] how to set up your personal goals and your life but what i say is the following and this is how it worked for me well in the half of mentioning something it's going to work for them as well stood saturn they'll boast an eye company yeah the guys because you have a dream you want to go after you know there's no business it's a place where you'd have to tell your wife look indeed the key for the next production i'm gonna have and work with me which means is that the kiefer you want to have your family supporting the 100 that you're putting into your work for the right reasons [Music] or whatever it is look i have to take a little bit of day off for two days off i have to leave the next two weeks earlier whatever it is a vega food i want to be home which means is it's a hundred percent however the mistake is [Music] because you're on vacation you deserve it just go fully for vacation but when you're in the wimp is in the business be fully in the business so that's that's just a myth and i think it's an important because extremely it just doesn't work and he ends up being upset on himself for no reason [Applause] you mentioned a very important point i think you can kind of learn from them alliance against the episode the sheet from goals from a company people confuse business goals with personal goals which means business how to entertain an ein number they enter data from goals because they enter you want to create something if you're the owner of the company those are the entities of the asset so vaccine so you want the assets of oxen individual and you want to create goals for yourself and the way the the vegas goals and spiritual goals and i i believe anger man or anybody was named eins and einstein's blues like no focus on my financial goals other ignorant health goals other other my spiritual goals are demand family goals he finds himself in a situational if i'm doing it so i feel that that motivates the person to do it but i could tell you that it works like miracles it's out of it because subconsciously divorce esteem there is no there is no neglect in certain suffering family goals whatever it is [Music] is [Music] financial you know developer bank account usually it's a joint account whatever it is so far against the conversation not with us you create goals for the company and you involve your employees ultimately they own it there's autonomy there and you could go there but seriously the work-life balance is that these times was was i use my calendar a lot my candidate in time management separately if that's going to come up soon but i use it in a way that revises yeah superiorities so priorities do timings time blocks for the alaska but ultimately if you work with that it's somewhat high because you feel your day is much more fulfilled alice's mayor you know you you move towards a a common a common goal then when i came to the business i thought this and this is what i want to do and this is if the product is something that can make it or break it outside in the the field stubborn knowledge of the house [Music] themselves sinish mangals finishman business i can only be there to direct so what i try to do to be that guide so to speak in the process is um the market with the national market it is a business is an idea this is something i i come across very many times yeah yeah i mentioned i mentioned in my mind the ideas are business it could be a phenomenal idea but there's no business behind it phenomenal business no idea behind [Music] now ask yourself the pros and cons like if you're ready for it on the original is do you have in mind an exit traitor a danish so i i'll be the guy to try to to bring basically bring foreign [Music] the market so there was hotness internet and score finished of amazon market there's hot amazon yeah so what's your niche mark you know you carve out your niche which is [Music] i was energetic with ying and alice is this the best that you could come up with and chances are go back and visit you know what because you focus on business your business how should i make the decision for you however the how will that play off in the next five months at mourinho and our office in manitoba [Music] so i didn't make the decision for you i don't think i'm i'm qualified to answer for you it's your life it's your business you should make that decision how do you see them out the door a hundred percent so ain't the core values in the company's true courage and true college right used externally and internally meaning internally is a true courage which is is an employee villain [Music] i can speak speak my mind so to speak internally it means the core values which is very sound of this is in the hiring processes of the event since isn't in practice it's through courage which means is speak your mind if alberts do a respectful way externally is something that we use very often which is vehicle client versace mentioned when i know eine villa ads for their local papers okay in light of true courage i'm looking i'm sorry i don't think you need our services so there are a ton of great designers out there kind of looking for a name and a guy from the designers um unfortunately and against the mahdi developed so something was unethical that we don't believe we can't work on it that gave them the best competing products go [Music] with the sahara vanya that zach kim and iran and ghana rose projects from days and months weeks and months that i don't see um in the reason for that is at this point they would speak to the client they would discuss it they would give a proposal they would deliver and team and they in their part are much more qualified than i am in the design and the creativity it was kim tarou's bachelorette i focus my time now as we speak as a ceo which is on the business versus in the business which is um bring me on the right people this is great for the culture and people love coming to work marketing which is our own marketing to making sure that enough business is coming in from top of funnel and of them high level stuff internally yeah which means is absolutely issue with a grocery client or the other goes a client deaf man attention of course i'll always be available any client was a villain i'm i'm accessible essentially you've been sitting behind closed doors in canada however for the success of the project it's regarding from affiliating through courage i'll just give you an example has to play that play it out as creatives and you can't attest to the creative process either with opinion so sometimes i'm not involved in the whole process and amazon is a presentation modern from a is trained today to say in light of true courage you weren't involved in the brief you weren't involved in the meetings with the client the strategy there's other direction as alice you know what classes a ceo and a leader that was on the home discipline you're right thank you for reminding me regardless if i like i liked i liked it pushing my agenda because they're right they said leader because mention millions of dollars of businesses and they're still involved because you're you're tangling yourself in and then in the creates when it becomes the room you feel so but i want to do stuff if i don't do it nobody else my company will do it sure so um great question so this guide on time management time management is as a way to do internal meetings let's do external meetings is to do side projects if you look at my calendar the kind of mission [Music] and just because i love the the piece of choir to prepare my week in the dark with my calendar my schedule alice moon ticks are usually internal i i very seldom have any external meetings on the mondays management do meetings and in in is to follow up light how about something called light follow-ups like a quick fifth students eventually side projects i now have i'm a host of two podcasts so i do on average dry episodes on wednesday so i'm always ahead of the game and thursday is again half and half fridays is usually administered office but harvard zoom calls anything it was now the beauty of them is again discipline and important part and what we get from working on the business versus in the business is these blocks which slide on the business i prepare myself enough so big right today reports lick them account that's why i shoot a review report and look for the bookkeeper be available as a guy kicking the reports stuff quick quick back and forth and stuff like that other than [Music] open positions as we speak here now in this other the listeners in case almost in every yeah they're going to be listening to this to this episode hopefully it's going to be all be filled and it's like it's going to be he says by the way we always hire and we're always looking for candidates and i explained to you explain to you why we'll come back to that in a second but i have now different head hunters different people are submitting resumes you know for interviews versus [Applause] available um tuesday afternoon thursday or days now scanish is meeting in a match of course i'm going to always accommodate [Music] however why why if you don't you if you don't run your day the day runs you and this is so busy guess what go do it again i'm not perfect i shouldn't come across because a business owner can jump perfectly and has to be able to adapt and change but at least six create a process for yourself 60 of the time works not 70 not 80 60 percent of the time so i want to take now we we spoke about the structure and everything i wanted to share this a deep dive yeah the other deep dive yeah into the psychology of in marketing for design from graphics and there's arkansas colors psychology explain it a little more color theory blue because latest talks has blue and red so we have blue and red foreign a little bit um how i look at branding and marketing in general so first of all the the most important is is that we always have to start objectively what are the objectives is i i be exciting i'm kind of rebranding the company yeah but you could ruin the company if you rebrand them wrong and the the the poster child for that is tropicana and i'm rebranded at one point and they've lost nation sprinkler the percent of sales and they have to right away take it off the shelf and go back haunted middle ground but uh bob shooting tuition so you have to start objectively what you want to accomplish [Music] doctor oh my things like dealing with local guys hundreds and that's my market so these were gonna i need so as i include hub sales people have a company hub services but it doesn't align then it's connected okay other and position in the company different i'll give you this a simple example starbucks for coffee coffee which means is if you walk in and you want to buy a coffin you walk out without a coffee they didn't deliver the basics a coffee now their positioning is all about the experience that you have while buying drinking and coffee okay which means it's this is our positioning something from the ceo from starbuck the founder of starbucks came up is andre was coffee and absolutely stringent and it's homiday experience but he wanted to create that as far the guys coffee dunkin donuts starbucks is so they have to still deliver a coffee vegetable coffee positioning is all about the convenience of coffee which means if i'm a truck driver and i see a dunking on under under on the on the on the mall whatever it is so so the music came on sub positioning although it will say can they live in other words there was a health it's an occasion in the market and and they can introduce into the markets we'll film there and correct so yes then when so it can see the noise difference so once you have objective what it was accomplishing the device down positioning from the market then it's going to tell you who your client is so mentioning starbucks titan draws nine of those villagers experience it delays 20 seconds or 30 seconds for every person that's standing in the line because of should have the number of the cup does it match up with the positioning of experience of course so obj customer is on a vaser it's not convenient anymore it's not convenient for it's not convenient although he doesn't like the experience we're not marketing for you you could buy our coffee but you're not marketing this is a mistake because business owners making which is who is your market and who you take money from cas never mentioned if somebody wants to give you money that's not your typical market you could so that's that then we speak about dump i'm a mother positioning with home the market now how could i get create messaging came with a huge they wanted to raise a lot of money for the farmers but the market is fin modern orthodox mentions was a guy for the medina he mentioned literature um and against the medina all of them they wanted to support a farmer now the food is all [Music] the messaging is you want to speak the messaging for their customers which means is how do we match up a logo a color and everything that speaks to that messaging so i'll give you an example inside of a b h photo so a product line was this is almost a zelda product of slightly mere bells and whistles is for the person that's buying the first camera lenses for cameras einstein they they're a couple of those guys questions the camera is a guy from the html of our honeymoon are set for lenses for our pro photographers the packaging for the for the for the the the first timer let's call it this is a colorful packaging a picture before and after with the lens without the lens because i mentioned the custom initial experience he needs to visualize the lens should we buy this one that one is a the pictures nullis the pro sticker that was the positioning see how we come back full circle yeah so from the fragrance in colors yeah the color and this is i'm not going to go in this the full psychology about colors which color yeah but when you have a mama a mommy brand and a playful brand you do a set of colors it's got game the vibe but it was not a professional uh and this game a certain corporate feel to it there is that there are sometimes in between so you choose colors in the healthcare space you want to choose colors that are giving that emotion that warm emotion as you care we're going to take care of whatever it is so that's something that i think it's it's missing sometimes and it's it's it's it's totally fine to start somebody with a designer but understand there's so much more to a design than the visual aspect of it it is a huge part of it so sometimes that's our business and i business um but he's new right there's a whole bunch of businesses that are very similar he wants to stand out and but under the messaging so he got that part covered over the color he says i don't want the the same name as a playful company the neon colors the green the blue the flashy situations doesn't work is it possible for an emotional playful businesses on black and white so i'm gonna i'm gonna try to um music when uh dodge the question dodge it okay okay which means is i have to know a little bit more the specifics in order to answer it uh like fully but oh you know i would say the following you could do it but you have to make sure that it doesn't interfere with an audience which means it's like they doesn't indices we depends on a leader in the space and come out with something out of the ordinary so let's say i because day in day colors and day-to-day packaging i'm going to do totally different things specifically meaning to say [Music] my answer to that would be if you don't have enormous amount of cash to educate mention as a stop sign for nothing but the guy those kicking green at least green you're going to lose out as mentioned programming mention kind of stuff about the stuff exactly however if you do have that so it's the products then you know i'm going to change the desired shape from the bottle or whatever it is but they came with so much backing either customer the home already a customer base behind them or enormous amount of money to educate then sometimes you do it you do it right and then it sticks and then selected the checkbox i think that's first of all is post purchase it's after the checkbox so darten is is something was his usability which is darkness you test it because my confirmation of my order you know that's something that it's not resonating with the people but selected colors from a brand there is something to be the outlier it is something to be a little different especially if you want to you know um um from the clutter however you gotta know what's it done everything in life is a risky reward you got to know what's entails are you ready for it are you ready to do it as i mentioned it was a capital one not decided [Music] um coffee shops in the coffee shop i don't think it's going anywhere because people are still used to a bank is a bank and a coffee shop is a coffee shop now there's something in between more convenient internet kiosk [Music] on this one okay so first of all sometimes um that color part could be hours and hours and hours of combination of colors to see which which one we like [Music] split testing you can literally upload and you can get feedback from other people two events was still plaited in the past the campaigns were summarized swansea mentioned some other campaigns for a non-jewish client we had somebody going to seven actually organic eggs sargosu brand and the gaussian market we actually had a person go to times square in manhattan interview people seeing the packaging and seeing if they just give them the feel in the first time was the zane in their packaging how much they would pay for the product again out of this however silicon question is venon's presentment the project for our client we always start off with object other three positioning conceptual messaging yeah and the color because when it comes to the colors it was like a cold device in the ceo hate purple was like so purple yeah it's a good healthcare brand it made a lot of sense okay so personal preference because other than personal preference we always ask is there a problem with a color because we arrive to that destination with our sequence we arrived to the destination that sequence it gave us a checked of all the boxes within some megavolt accomplishment now can app is under the color oh checking off all the backers could be but if it checks over the other box so this is the closest thing [Music] is [Music] [Applause] you know i don't think anybody could take that away from us illustrations mind art or real photography i mean i'm going to extend versus phenomenal soccer designers and shout out to the creative team in the cloud is amazing yeah it's all for it ethan's on the paper this it became a very easy way to convey a certain emotional connection and they said something was like i'm going to just what at least i can absolutely finish your sound salesy but a lot of teams creative teams are smaller teams and when i innovate inspired by a certain color a certain theme secretiveness our team is we have pretty robust team aggressive team in different groups of a bit of different types of projects so the museum under a group of people with under strategy under objective i think that's how it needs to be because scanizan a dumb personal preference they dictate the direction of the younger company so another besides color font with those [Music] you know i'll give you an example from my campaign was sachin the listeners in the geffen campaign [Music] from the ads i understand the copying alliance the common denominator is given for those with higher standards we wanted to showcase a day product is ninja zelda every day ketchup cigarette machotic and source tomatoes whatever whatever it is behind it but the point is that you have to be able to convey the objective in the in the direction of the brand daf to the best of your ability and obviously you deliver it in the manager results but the point is i sometimes hate it when when creatives want to push their own agenda although they accompanied that full-page ads for whatever pages famous tripad and the army for free about the under publication whatever it is just about i think the safeguards that's number 10 days the point is when this is done we came a long way the creative space in the jewish community came a long way people are more educated people are more paying attention to those things but ultimately um ultimately advertising and marketing works if it's done right so here's a very interesting question might be a little bit controversial when you open up today open up any from the magazines that are out there you open it up you flip through it it's the same almost i would say 90 percent of the ads are very much the background so there's a 3d image as a beautiful photo and it's very flat it's at a computer this is a trend at one point does a trend become boring when everybody starts doing it is does the trend is it a method does it work for sure or it's a great question stop so i think it starts and stops with the client's results so if i look at what you're seeing you're seeing a lot of people advertising and not caring for the proper results they're doing they're doing it for brand awareness so they don't know exactly how we have clients that their sales peoples the amount of leads is a hub is dependent on the ads and for us you know there's likeness of a certain spot when you have to deliver you know ain't got we can literally see a difference between they add and forgive because it says the phones the amount of phones they're ringing are the molecular digital ad and to do our whatsapp link did leads fly in or not so therefore it's very important that it starts and stops with the client the agency outbid for the client oh every agency every creative person output for the client and it's their money not only is their money it's their potential allowing it because kind of slide campaigns if i'm all if you're using you for this season it's not using somebody else it's the potential for that kind of accident so i think a little bit is that some people will advertise they can have the budget and they don't care about the results if it yields the results the trends change it's going to change your time it heals the results you use the results okay if it doesn't yield the result then i think it's something that goes back to strategy will schematine and do how can we change boston zombie and guess what we're guilty as everybody else sometimes we have to change strategy so my thought is the most creative idea it's not yielding results and we have to vice man you have to check the ego at the door and say you know what we'll change it however i'll just give you an example once made a campaign for a kitchen company a couple of years ago and it's a kick of allah competitions and this yeah got a beautiful kitchen there's a clean light headline logo for an industry in the kitchen and we said okay you want to say something you want to say a different story so what could we do so we decided we're going to go with eighty percent of the ad the given copy just huge copy and giving us a video [Music] [Applause] doesn't make sense sounds childish never and again this is he never had so much results in the ad and the reason for that is giving i'll give an example because in the analyzed versus the most important pain points for the mentors and i'm in the market because i just finished the kitchen as well is come back for finishes and they add even their process of making sure till the finish line this is our message they sent the strongest part of the messaging and he had proof for it his existing client said they mentioned javagan in the kitchen whether they have been perfectly perfect so when he likes as i add forget about the picture they mentioned if the kitchen who do you want to talk to zero so you can see the point is the business owner but the the point is that you have to go by strategy if you go by strategy at least you have a chance to go back so it's a niche strategy okay but if you're going without strategy so that's why we arrived here so is an authorized seller for their product it had the access for whom online access it cannot fix no problem so [Music] packaging [Music] of warehouses around around the united states once again hurricane sandy the east coast is literally getting shot and we had clients in the e-commerce business and we're able to air freight them from their warehouses stuff we have a client that has multiple um offices around whatever warehouses and we ship so i can hope next day in alaska mega 53 without boxes anybody can offer coffee boxes there was stuff home the advantage for infinite warehouses shipping overnight in the in the east coast and the west coast not everybody why don't you focus on doing the sales for the people that could use your service most and he ended up taking that advice and he was very much later on now because this is he found himself wasting too much time with their own clients because whether they can't compete for omega 50 maybe on price maybe on advice and now that it was a little bit more charming as a sales person but that's about it for the men's journal service this is exactly what i'm looking for it's kind of hard inside we didn't have boxes you could next time if something like this happens you could develop of course here's a client call them call them speak to them they said so it's exactly this point is you know hone in to understand what sets you apart and there's always something there and is the most basic japanese marketers is to package it because okay now let's say in a way mechanics actually package them in and actually if a coiffin in our sales sales material right so this guide of companies are companies chicken a part of psychology which is um there's a saying nobody wants to buy a mattress they want a good night's sleep right um and this is something if we hit if you don't if you have a solution to my pain point i'll come grabbing what you have to offer can they get the most guys to trade shows i love it guys it's rachel's got some roots of boots and you for example what do you guys do we sell this and this okay creative guys look there we give you the money that that nobody else that you didn't even know is owed by you by amazon whatever it is all of a sudden they have a conversation about it yeah versus avocado refund management or the risers reconciliation of your amazon account okay basically this looks like how you do it a bit what exactly why do i need to stop and i think it's important um it's important to to to understand and it's not it's not trying to be human psychology in a vegas it's just what will grab the person's attention to give you the ten minutes or whatever five minutes to meet with you and discuss you have to keep being creative in those areas even those areas because sometimes elsa gets repetitive sure so clickbait i'm gonna only fall for it two three times and then i'm done correct so that's the whole creative copywriting and because those are copycats if somebody is creative enough to create then obviously it works if you start copying and you you don't even know why you're capping out of these visa machines it doesn't make sense as the best of egg from faking our clarity is the most important trade with any entrepreneur any ceo any company could have the marketing companies zone john the opposite is confusing the customer they have to be the person of those old of china and the thrift store a phone charger chances are they brand can catastrophe under a number kind of fit in with a brand because a brand is i focused that versus service offered me a value to bring to the client best it's important sometimes the the the engineer daffos and that was because he advised us on some pricing other you know get the vacuuming products out there it's there's a certain clarity it was a business of home in marketing and branding is branding is the soy the southern operations is delivered to us in marketing it was constantly make sure that people know about it and they come in and they do it and they they buy from you because of that now i'm gonna go right back to where we were before employees how do you keep them how do you make sure they stay with you great question is this the million-dollar question is the the world resignation um there's a bunch to it i think covet also is part of it but mccann mccann but employee company culture is something that's important even um before cover is an affiliate business desperate for our employees i believe and especially if a person gives you a mention you got to make sure that he's excitedly coming to work and going home from work every single day so the first thing is what's exciting an employee i employ and excite javascript but he wants to evolute my atmosphere with my respect to him about my atmosphere some voices heard about my respect i want to be able to grow i want to have people around me that was kind of uplifting all the shadow me or helped me out and that's that was needed i think it's a it's a duty from a business owner to focus on company culture niche because um i will have a halton employee link is how it can help employ language because this is the duty of employee our employer now boost my company culture there's a myth out there people when you fixed item anybody in the street simula company what's up i get the company culture it's on google so like alliance has google got ping pong tables and babysitting service supporting your team so in our case uh it starts from the top we have core values which means is so you're going to make me another option and i need to go yeah sure we'll make you another option and respectfully and gather us in light of true courage even account manager responsibility that you could give shout outs and credits for other employees so almost if you worked with me now and you asked me to get the tip and alaska of the system shout out to heli found a health monday project and here's 20 points all of a sudden gashain do is as as mentioned acknowledging publicly under the dimension so within the company we're in the company buddha can't cast this at a demon i'll give an example the most the top so they cancel the demon for a good swag cancels a dream for gift cards casa sachin [Music] let me buy sushi for the company that's vast and it's it has the effect that we work as a team nothing like that but ultimately is having understanding with employees a storyline was a huge um my employees either heard it most time both places when they hire when it interviews i am answer the letters on the conversation i was moving um you can you can either outgrow the company or the company will outgrow you my job is while you're here you should be happy and we should see value which means you don't own him a person is responsible for the like and financial freedom and i get a vision viable game is a lame save life and i can accomplish that's right however while he outgrew the company or sometimes the company outgrows you by the position the customers we have um we actually have at this point of the finish was an iss [Applause] you know this is you know if just because the career took a different route another tourist family family once a potential epidemic what happened um what tucker happens let's say you have a top top-notch employee and he climbs up in the ranks he becomes a real team leader everyone likes him the company culture is based on his vibe that he gives off and he has to move on what happens to i know what happens to him he's allowed to do whatever he wants what happens to the company so sedua is something that i've learned earlier in my career which is not never let a single person hold hostage your company which we have to deliver that quality every single time regardless who did it was we can always decide how to go about it i never let that part as they designed as a team under the department [Music] what [Music] which is um same business owned at a time if that's the room and i give them one day a crash course and leadership and everything we've done 18 of those 18 events and covered it we stopped we didn't restart it yet and from the meetings [Music] inventory and wifi will abate them you know said it figure the sauce on one way or the other he doesn't do it how should he deal with it direct responsible individual which means is you could support each other we could help each other out now let's find the void but who is responsible who job description is this next to them quality the following morgan [Music] this is an issue with effect in the bottom line into merchandising and everything else now crosstalk whatever it is so you go out and let's hire another person but they mentioned because you're the warehouse manager [Music] they they also leave them are if the moon as i'm making an event um i adopted a coil in israel and i'm making an event and reveal this in my breakfast about it this is my job 99 for the employees valentina get the job they want to grow they want to do it yeah it's up [Music] i came in thinking in my employees at our fault i go home thinking it's my fault and i thought wait a minute don't be so harsh and it was guys fool it was like what came to realization the following of the employees of the employee and i think i do it do i do a perfect job no we should always learn a company will never outgrow its leader besides if you want to grow your company the leader of the health mind vaccine and therefore that in particular line of books real life experience whatever it is but to that point is that it's a grocer and i believe the the biggest crime with this do hunt is as as it's mentioned within a zoe talented that's in my cubicle air gets and they get damaged the voice to to raise their voices you know what was no constitution for the company the most successful people that is that canada on the next the next comp down next to the next big move the next expansion the next product line came from so do full talent if you have to give them the platform if you give them the platform there's so much more they could do all right um to wrapping up the conversation for the rewards for the system oh nectar nectar nectar yeah and again wrote it down that's very important yeah so just for the advanced kimchi software i'm very careful with those things it it has to make sense for your companies even as google and yet reward systems for employees the concept is just but i'll just i'll go back to that point how much that's a ceo from a company in hong kong you know how important is culture to you are everything how much do you how much time do you spend on on culture what do you mean that's organic culture but if you want to work and foster a culture you have to work and where as i mentioned before i'm not perfect but if you look at my calendar visual guidelines initiative we pay 50 for every book you read literally if you only if you're an employee you read a book and the shakespeare is the minimum three things from the book get fifty dollars why do we do it because the best education could come when he has got a manager he has the customer service you know there's great books that aren't available in in foster and a growth mindset so dave's mind are the companies serious about it because they're spending money they're advertising they're marketing it to their own people and we have a couple of times every few years we take an external companies all surveying and their employees unanimously just how they feel was committed invested and we're not perfect however it's it's a stepping stone to understand in mosaic berkshire desires high mission companies moving that direction tremendously [Music] digital it's a digital so so in the of that's when the marketing health is the audition [Music] edition market thought alongside from whatsapp whatsapp statuses other abyssal banners is so cluttered it's not a medium without brand can use it for the main focus of media of media and the gosh development that's in digital is is a really aggressive budget towards digital um partnerships think for a certain sports uh arenas other websites like growing societies have millions of so the digital aspect [Music] however i'm a strong believer in multimedia i'll enjoy campaigns and multimedia because i mentioned multimedia yeah right which means is as annie can xena add shabbos and then we would want us he should see monday and add on on on digital via yes [Music] sir [Music] you have to go where the clients are the people are all over the place so you have to make sure you don't have to be honest absolutely now we do have another touched on this this is something that says in the goshaw i fell in the print media is yeah the orientation the the river derivative from the audience is an overlapping audiences so which means yeah a local store you know high school dimensional publications but the wall street journal on the times or the daily news totally different advertisers totally different audience a client desired client the percent overlapped but hence a croissant percent overlapped so so which means is as a business our business creative this is a [Music] medium as far as making sure that that we capture the audience all over without spending the same dollars for the same person again and again and again right so how does the business will put it in the business section from the because that's where they have to correct but it's mostly neighborhoods it's just neighborhoods it's not really change of uh correct what i'm saying is that when like you could let's give an example so if you know that these four publications overlap chances are as time as it was to get spent a full page at allafeel we could do one one one one and now as the four weeks of that because you know or or two out of the four and next week you do the other two you alter and all of a sudden they have an audience and yeah that's asking a three-month campaign of a six-month you know three-month budget into six months worth the house does the edition market marketing market is made advanced in some sort of way the the gaussian world in the local business in what sense like local agencies for local businesses so the i wouldn't be able to answer that question um in like a straight up candle and as we feel the gaussian market uh in the gaucher belt is the marketing valve zeitge tile digital agency the digital agency they have brand engages their branding agency and marketing agent marketing agency a web development agency's a web development agency which means see it's releasing our files and here's guy and t whatever you want so they can't figure out coca-cola but any growth they see the agency of records for days these the days they send it in local agencies the leadership market is just educated other hotness degrees in need of budgets that budget and sex with mention automatically the average client agency tough gain and skills in different because i need to deliver to my customer so kendra knifed in that sense but a yeti jacob is a leadership cup so actually there's a state of mind not enough in the kickstarter ads the leadership ads also should do a certain advancement and then the agnes housings competing uh i wouldn't say again especially if the guys sit towards their real creative agencies out there do ads within a legendary ads for years yeah but friendship multi-million dollar business from the local grocery at the local hardware store the yeah the local businesses and we have a lot of talent like to to make to sum it up simple is we have a lot of talent a lot of creative style my young hungry talent and i and kaiser to the point of view that sometimes that interesting exact rather uh interesting fun fact from the bemidji and my theory behind it is music is the first creativity was our book connected and music as creative at a certain extent yes build music to compose music whatever it is when i got another felt i will name on this career so [Music] i never skimped in a hotel business in a velocity brand in the positionings we help growing businesses flourish which means is an established business a new business we would always tell them that's the probably cheaper options to go get started became a proof of concept and then come back the idea started with our new business is a business owner businesses so advise what it takes and account against uh he knows everything all he needs us to do developers some of them are not brands i create an eye brand affiliate or diner is a tech business and i have a nice startup a new new business i would it would always make sense for the person to start off saying for his best start and we had a lot of people come back and they said the concept again like i take huge positioning we know that two phenomenal creators out there why should they spend that money they don't have to be fast we can improve concept let them get proof of concept and come back in dimensions business and you fell through absolutely how did you handle it is the position again yes it's for the reason because we fell in the earlier years yeah the manchester united [Music] is there still another person that has to execute and run his business so if he if that person doesn't it fails in in in executing in some business other should have delivered to us that have delivered the end of the day felt as follows through sometimes you know maybe we failed the positioning whatever it is therefore how to gets out and we focus on on on growing businesses because it can the image cannot spend he gets started and he comes back to us when it comes to showing we and then we could just be there to guide him and do what he needs to do but guess what marketing is is it a position other than this hyped and an eye business marketing is the desired onnave and usually sometimes the most expensive piece of it and it's so many things that could go wrong the available to do case studies the companies understand prepared for the fulfill of the marketing so it is very risky and therefore you have to take it handles the dollar you found but uh so as far as non-emotions i'm very connected to my clients um and someone else's core values is partners not service providers which we literally are partners i think i feel terrible especially when this is sometimes nishino's guilt somebody else's guilt is therefore i learned in the early years and i'm very much very much i'll spend whatever it takes i feel like the ichthyosaur is a limited consultancy so far listeners just i don't do a lot of consultancy because i'd rather do something like this where i could speak with four intelligent people and handed the toes dementia kind of thin versus spend with inem and just focus on the iron manches business i feel like in limited i'll spend with him an hour to just make sure the right fit is let's say you and given because in the early years i began of course we have to be more much more careful my team advised us we spend more time looking for clients that we're not the right fit and and we we clients without yeah we was the recommended the number one book was our listeners are yet to gain and nausea i love this question because there's no number one book because it really depends where you are in your career and your life that will make a difference for you is my top 10 list that people could reach out to me or i could send it to your listeners which is basically on get out if it's a business owner you start off if somebody starts a business the top book is emyth revisited from michael gerber if you're looking for a business manager and you just want to enhance your skills as the one-minute manager so it really depends we the best in order to make sense it should make sense that you got the best value of that book otherwise establishing business in the habit zone in the classroom services [Music] of happiness believe it or not and the reason for that is because one highly recommended by people that i'm that i'm a part of a larger um group stickler amanda's happy how you could actually convince them to take baby steps and i'm not happy trying to get them in their mouth i'm reading it as we speak phenomenal so closing this sure beautiful amazing inspiring episode we always end off where the guest would tell the audience one last thing if you had one last thing to say being that you have so many people that can be listening what would be one last thing you would close with um [Music] um perspective with the merger acquisition as i mentioned with question businesses the simplest term would be you just run faster and with koi for business and starting on its own so muslims are in the software companies google clifton average because they if they see a technology they want to enhance epis inside algorithm whatever it is they could build it from start or they could acquire a whole company with the team at the end and put them in is they don't want this to start from scratch industry they wanted to grow very quickly top line revenue they know they want koi for top line revenue however um chances are that risk is alice in life is a risk reward which means that risk is because you started off with a number you can planting your labs on businesses not knowing exactly what they're buying and finding out later how the face of the company giving the out of a boost connections so it's like it's like everything that you evaluate but the the difference for us today is if it wants to jump quicker he wants to basically jump up a couple speed speed speed to um to the growth yeah over here and your answer was yes why in my office is something that's my personal mission statement is i believe every person should be given the opportunity to succeed in life and if you have something to help that person succeed in life and you don't give it chances are are you not fulfilling your duty of develop so if i could be on this podcast and somebody listening it will take out one piece of value i only i'm always waiting for that one email or the one text message whatever that is [Music] to finish off is not every stumbling block is a reason to quit sifu more mensch data stumbling block and say something is not going as planned is you got to figure out a way how to go around it and figure out a way how to make it work of course around if something doesn't work but the whoever is listening to this has way more potential and be yourself everybody else is taken thank you