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

against the whole new level what point does a trend become boring vision of the company we actually had a person go to Time Square in Manhattan open it up you flip through it it's the same never let a single person hold hostage your [Music] company they episode episode what is it the team exactly uh the blow team is real estate professionals this is all you this is all you today okay so exactly servicing Lakewood Jackson Tom R and all the surrounding areas can contract experience secure the Che no headache no headache at all think of exactly many hman let me introduce to you many hman thank you so much it's an honor to be here in actually Moshi 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 but start at least sure so I'll I'll give you the a bun of in in the history so I always was a Creator the lemonade stand the the kid with the lemonade stand yeah and as I was growing older um I always wanted want to create something and do in the binder to the to went to [Music] print but it gave me the the excitement design at that time to create and stuff so um [Music] I always created designed business cards designed Flyers so that at that time [Music] what was this calleda parties hiring for Less gets you a full-time virtual employee for $7 an hour z that's $280 a week you name it we hire out 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 this going the first um paid stuff um that I started doing um in in in word in word art and just design should why because I love creating stuff meaningful stuff versus just and at one point it came to the point that I needed to do something and 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 Al 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 PEX which means is that person has a phenomenal operation has a great product he just doesn't have the knowhow how to take it to public so when we give him this just one small piece to it he then could go on and flourish his business so instead of just selling a bottle of milk in a minute and milk is always whatever I do I want to have a little bit a longer lifespan so to speak to yield results so I started a creative process um business cards that I created when I was 14 15 year old as a as a as a as a hobby it's my in my office I have some some of the live events that I've H in my office I was able to show it [Music] [Applause] [Music] local store website and upload the exact specs gave another jobs creative mind behind it [Music] Serv [Music] will PR of a website but at that point you know what okay go ahead the rest history n he actually very much admired my ambitious um um move and the move business was I did printex oh so printex the business PR printing the express way for all your printing needs so fed X so part from the [Music] business fast forward a couple of is [Music] films four four col job process just for the marke add in in [Music] particular so [Music] the industry as a whole but [Applause] umer staff in [Music] Creative history wise caller and actually call certain companies call office is actually office was men basically the Design Furniture custom furniture and um s [Applause] [Music] cust furniture and and all of a sudden rise from China Canada custom [Music] furn interior designers custom furniture because I designor locally [Music] buiness consult involved back and fin finally called 800 number in the back and ped off hello hello hello this I'm calling from prex Hello busy interior designers the train station [Music] chance but chance this is the service is the expectations the first impression the mother of inventions 800 number the next the next my computer it guy came fix my computer and is literally into my desk to fix my computer and the exer got straight the next the business directory [Music] focus on the printing and offet call center in the business outour extension off business hours and services but fast forwards for the business at that point web Expo theet we were Pioneers in the market Market about advertising marketing branding the reason in the gaining market share and maintaining market share CAA reason is because so [Music] shareholders M Marketa [Music] loyal to ca-ca next drink loyalty Coca-Cola versus [Music] Pepsi Market whatever is Market Stepping [Music] Stones I think extra bugets Market ey customers and then existing customer base you want to stay top of Mind stay on top of mind for all flooring needs vinyl paret and P scrapings Prestige flooring of 929 275 2330 other 845 729 0324 you want to stay top of Mind stay in top of mind separate team branding team company services and Printing and Design and Ste branding call center and some in a partnership on web mention [Music] saw it rebranded in the different Services maybe services but they [Music] approximately minut go ahead okay so so onea for the average whatever point and I think is mention marketing campaign the first question we always ask is do do education to educate the consumer the product that's educ versus somebody else mention a huge the educational part so again Outreach customers and existing customers that's a good point absolutely in terms of for the clarity for the customer perfect great question so services and to help companies grow which means Services paper all services all services now H it tooks 60% customers using between two and three of our services marketing campaign and the customers avilable the phones we'll pick up the phones we'll take the information a nonprofit campaign support ad products e-commerce orders whatever it is we could then say to them right away support now if if this company needs you the guy who's making that campaign so inbound inbound so communicate this properly because this is something produ fruit marketer [Music] Supermarket Z is you as a customer need all these things in one time why run around however the produce person only does produce oh I have this new kiwi for you just came out it's going to come we have copied that model which means in the market web develop there's no consistency no communication between the two so [Music] aband quickly printting which means is the customer of the experience as a GU as a project gu step to step to step [Music] ofc in digital marketing because that service Focus it's conversion rate this focused of conversions in Facebook and Google changes algorithm you need to be focused the services offet the Cent guide from step to step to step deliver quality for service at the customer busy run the marketing rather R your business that's why we did it so to answer your question on that now question customer is estimates the customer products selection the order the phone and Order Services we could do from a call center so we don't do insurance policy a fun fact is mention fish stores fly stores butcher stores in bar Park and under including out of town [Music] so just a fun just a story fish you know but that's um um to answer your question as far point question expand versus other other other Contin run mention size you know size the shiny object syndrome phone calls mention I have this new technology you want to do and I say for I'm sorry I suffer from um shiny object syndrome oh feel better feel better I don't have to shiny object syene which means project launch to the next thing you know a chance now the of while I focus on this so which means is if I would do it expansion um which means is when the expands down business you have to know did I maximize was boat and are you are you expanding for the right reasons because the competition get them they buy the services question them is is you just running off because than and this is something very important soten what's 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] FR for the iceam and [Music] business owners was mention ad and services mention V all in one type of solutions but always be out [Music] there own reward gave anything for the employee the system what else could we expand we want to make you want a lifetime [Music] value couple episodes ago he said he's in the business of making money anyone that asks him his days his first answer is y he figure it out figure it out whatever he's offering whatever you need he has that's along those lines the P episode we're doing something good that you want to watch what we're doing slippery slope which means is you know what in the creative space you them something something which is a little bit and therefore you want to do it say something you know to say in a public form because depending who the [Music] entrepreneur talented individual he could figure it out mention that can't figure it out just do it all the way go out and find your customer Do the Right Way whole new level so they point line is such a valuable Point as reward your employe data is so accessible like data computer system question certain metrics business this is the you know just becausein of goods basic stuff because you have to know how to play with it expansion expansion do industry reassessment product expansion in this reassessment is the concept beginning the yellow yellow um which [Music] means Chang service so which means do product expansion and this is something which means gave an example organizers competition comptition dig deeper for gold for yellow the traditional black color changed matter of fact sales in the categories are off just Market because all of in China and he's his business is booming on that front which means is it's your business andus bus owner joke is owners KCK reports reports you know the point isage indic how to go in your business I think it's an important I want to make sure I mention it so now that that you have like a nice bunch of services as agressive business how do you keep business versus life a balance M so first of all um [Music] a mistake H H you have to be able to give away 100 work life balance is now however you can't ignore it and how to set up your personal goals in your life but what I say is the following and this is how worked for me well and mention it's going to work for them as well company the because you have a dream you want to go after your new this new business it's a place where you have to tell your wife look in day key for the next I'm going to have to stay night and work with me which means is that you want to have your family supporting the 100% that you're putting into your work for the right reasons family with the family he has to have 100% whatever it is look I have to take a little bit of a day off or two days off I have to leave the next two weeks earlier because whatever I want to be home which means is it's 100% however the mistake is the balance is so employes you know what vacation but I'm going to check in call me anytime no no no because you're on vacation you deserve it just go fully for vacation but when you're in in the business be fully at the business so that's that's just a myth and I think it's an important because extreme it just doesn't work and he ends up being upset on himself for no [Applause] reasons guess what bus what's the point of course deadline whatever it is as long support process but you mentioned a very important point I think episode which is anybody in the gas in the business world of course gos my company people confuse business goals with personal goals which means buiness number they entity that goals because they entity you want to create something if you're the owner of the company V The Entity of the asset so so you want the assets of a individual and you want to create goals for yourself and the for the last couple of years and is I look at personal goals okay you know what I don't couldn't in the Life financial goals family goals per um um health goals and spiritual goals and I I believe anybody was focus on my financial goals health goals spiritual goals family goals he finds himself in a situation so the healthy balance goals per category and the reason why it's important to him so I'll give you an example know what final final goal is why is important now because now save one p one pager i k k asked himself why what is stopping me from doing it so I feel that that motivates the person to do it and system but I could tell you that it works like Miracles it's arit because subconsciously no neglected certain family go whatever it is example I did this exercise sales people I took out the I push them push them 100% with the after hour of excise did it it's not done [Music] yet on the same page [Music] because we start how more this because guess what Financial you know bank account usually it's a joint account whatever it is soil you create goals for the company and you involve your employees ultimately they own it there's autonomy there and you you go there but s to the work life balance is that the is times was was I use my calendar a lot time management separately if that's going to come up soon but I use it in a way that do priorities priorities do timing time blocks for the But ultimately if you work with that it's because you feel your day is much more fulfilled you know you move towards a a common a common goal this and this is what I want to do if the product is something that can make it or break it outside in the the great question so I think [Music] whatever we discuss over here of [Music] course question directly um and something I don't take lightly [Music] but the more less deci for themselves business I can only be there to direct so what I try to do to be that guide so to speak in the process his own kick maret business an idea this is something I I come across very many times is a business could be a phenomenal idea but there's no business behind it phenomenal business no idea behind it million P it's not new idea million P so they business do this massive app okay so sign C what cost acquisition with the marke developer all of a sudden now ask yourself the pros and cons like if you're ready for it the development part is is do you have in mind an exit tra so I I I'll be the guy to try to to bring basically bring in my knowledge and then ultimately decision I won't make the decision for [Music] him unfortunately unfortunately all of which you [Music] know concept but just example okay okay Market soot Amon yeah so what's you know space so [Music] is just so small is it is this the best that you could come up with and chances are go back know what and I'm trying to put it so here's the pros here's the cons employee I'm not making the decision it's your business how should I make a decision for you however typical questions but question employe employ how will that play out in the next five months nowra so I didn't make this decision for you I don't think I'm I'm I'm qualified to answer for you it's your life it's your business you should make that decision for you so basically you give him ideas for whatever reason it is MHM how do you see him out the door 100% so I the core values in the compan is true courage and true courage use externally and internally meaning internally is true courage which is is employ concept the corporate you know the biocracy I can't can speak speak my mind so to speak internally is the core values which is very on the says in the hiring processes of the event and say in practice is through which means is speak your mind respectful externally is something that we use very often which is mention for the local papers okay in light of true courage I don't think you need our services ton of great designers out [Music] there unfortun something this is unethical that we don't believe we can't work on it the best competing Ki we're in that space and the idea the look I wish you lot of go do it but because I don't believe in it how could I have to support [Music] you you as we arrived the destination that Ro projects from days and months weeks and months that I don't see um and and the reason for that is at this point phenomenal team they would speak to the client they would discuss it they would give a proposal they would deliver and my team in they in they part are much more qualified than I am in the design and the creativity was team I focus my time now as we speak as a CEO which is on the business versus in the business which is um hir bring on the right people this is great for the culture and people love coming to work um marketing which is our own marketing to making sure that enough businesses coming in from tap of funnel and high level stuff internally yeah which means issue client client attention of course I'll always be available any client was I'm accessible sitting closed doors however for the success of the project through courage I just give example play out as creatives and to the the creative process opinion so sometimes I'm not involved in the whole process presentation cent of the screen color how about you change it to I don't think the icon whatever it is my team is is trained today to say in light of true courage you weren't involved in the brief you weren't involved in the meetings of the client there strategy there our direction is you know what CEO and a leader home discipline you're right thank you for reminding me regardless if I like I like like push agenda because they're right and they leader because mention so millions of dollars of businesses and they're still involved because you're you're tangling yourself in and in the most proudest person establish something and I'm not I'm an active CEO I'm active in the business but I want to do stuff if I don't do it nobody else in my company will do it sure so um great question so they gu time management time management is to do internal meetings do external meetings to do side projects if you look at my calendar mission is blacks so when something comes [Music] up like for internal meetings an emergency because chances are just because he wants interrupt your schedule for tomorrow so just to make us easier usually in office and just because I love the the piece of quiet to prepare my week and my calendar my schedule Moon tis are usually internal I I very seldom have any external meetings on the Mondays in do email management do meetings and and to follow light something called light followup quick 15 minut calls so stuff like that dck is um is half and half MIT is all um side projects I 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 Thursdays again half and half Fridays is usually the office but Zoom calls anything was now the beauty of them is again discipline and important part working on the business versus in the business is the blocks on the business I prepare myself reports and the bookkeeper be available quick back and forth and stuff like that marketing campaign Focus HR questions and interviews interviewing yet has five open positions five open positions as we speak yeah now in this all different department Z for the listeners in case almost in every yeah by the time they're going to be listening to this to this episode hopefully it's going to be all be filled and it's it's going to he's going to five new on by the way we always hire and we always looking for candidates and I explain to you explain to you why we'll come back to that in a second but so I have now different Head Hunters different people are submitting resumes you know for interviews fulltime job SCH to add m is available Tuesday afternoon Thursday of course I'm going always [Music] accommodate however why why if you don't if you don't run your day the day runs you and this is guess what was blame yeah is half capacity go do it again I'm not perfect it shouldn't come across because a business owner can J perfect and has to be able to adapt and change but at least create a process for yourself 60% of the time works not 70 not 80 60% of the time so I want to take now we we spoke about the structure and everything I want bit a deep dive yeah deep dive into the psychology marketing design Graphics color color theory psychology explain it a little more color theory blue because latest talks has blue and red so we have blue and red so right call this from pepis was not the sponsor for it was not any so let's let's discuss something a little moreful so ladan ladan let me take you back a little bit how I look at branding and marketing in general so first of all the the most important is is s i we always have to start objectively what is the objectives I exciting I'm can Rebrand company yeah but you could ruin the company if you Rebrand them wrong and the the the the poster child for that is tropicano and I'm rebranded at one point and they've lost connection the percent of sales and they have to right away take it off the shelf and go back H middle ground but so you have to start objectively what you want to accomplish I'm objective is you want to know objective okay objective mind is small Enterprise companies companies so salal so sales people of services but it doesn't align connect it okay product okay soig position the company different I'll give you a simple example Starbucks Coffee which means is if you walk in and you want to buy a coffee and 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 this is ey positioning the CEO from Starbucks the founder from Starbucks came up is experience but he wanted to create that Donuts cof Starbucks in so they have to still deliver a coffe Z positioning is all about the convenience a coffe which means if I'm a truck driver and I see a duning on the on on the on the on the on the mall whatever is so it's not about the experience what's right and what's wrong both are right but both are wrong deliver the market and can introduce to the market correct so yet so so once you have objective was accomplishing device on positioning from the market then it's going to tell you who your client is so mention however thei what today for the line it it delays 20 seconds or 30 seconds for every person that's standing the line because of the cup does it match up with the precising of experience of course so customer is on aaser truck driver and Starbucks it's not convenient anymore it's not convenient for it's not convenient other a 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 with business owners which is who you market and who you take money from can't never mention if somebody wants to give you money that's not your typical Market you could so that's that then we speak about I'm the positioning the market now how could I get create messaging was Market which I give an example is we had a campaign came with a huge they wanted to raise a lot of money for the farmers but the market is fin um modern Orthodox mention guy for the Medina he mention lure was forah was against the Medina all of them they wanted to support a farmer messaging across the board these are different Target markets dece you just have to speak their language because an English a podcast and and this is they market so to the messaging is you want to speak the messaging visuals which means is how do we match up a logo a color and everything that speaks to that messaging so I give you an example photo so a product line was this almost Z product bells and whistles for the person that's buying the first camera lenses for ceras set for lenses for pro photographers the packaging for the for the for the first timer let's call it is is a colorful packaging s a picture before and after with the lens without the lens because experience needs to visualize we bu one that one the pro that's was the positioning shout out to B including the stand everything saying that he's a pro beautiful but see how we come back full circle so colors yeah the color and this is I'm not going to go in the full psychology about colors which color but when M mommy brand and a to a playful brand is do a set of colors which got gave the vibe but he was on a professional and was gave him a certain corporate feel to it there is that there's sometimes in between so you choose colors in the healthcare space you want to choose colors that are giving that emotion the warm emotion as 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 some 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 MH an 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 under the messaging so he got that part covered about the color he says I don't want the the same playful company the neon colors the green with the blue the flashy situations does it work is it possible for playful businesses on black and white mhm so um I'm going to I'm going to try to um musicman Dodge the question Dodge it okay okay which means is I have to know a little bit more this specifics in order to answer it like fully butov 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 is like indries we on a leader in the space and come out with something out of the ordinary so let's say I is is day and day colors and Day Day packaging I'm going to do totally different um thanks for the for clarifying because it's going to be easy for me TOS the brand is red yeah the che theend flash is that a problem [Music] so stop sign is my answer to that would be if you don't have enormous amount of cash to educate you're going to lose out as mentioning mention the exactly however if you do have that so the products I'm change the the shape from the bottle or whatever it is but they came with so much backing either customer have 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 to the checkbox I think that's first of it's post purchase it's after the checkbox so Dart is something was his usability which is D is tested confirmation of my order you know that's something that it's not resonating with the people but colors 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 BOS from the Clutter however you got to know on everything in life is a risk and reward you got to know tails are you ready for it are you ready to to do it as [Music] mention coffee shops and the bank 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 okay you could be Innovative you could we're going to go purple 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 K align is do give us a website with split testing you could literally upload and you could get feedback from other people St events was in the past campaigns with mention some campaign non-jewish client we had somebody going to actually organic eggs s a brand in the Goan Market we actually had a person go to Time Square in Manhattan interview people seeing the packaging and seeing if they it this give them the feel in the in the packaging how much they would pay for the product this however question is V present the project for a client we always start off with object objective positioning conceptual messaging yeah the color because to the color hate purple was like the purple yeah a healthcare brand it made a lot of sense okay so personal preference because other than personal preference we always ask is do a problem they call it because we arrive to that destination sequence we arve to that destination sequence it gave us it checked off all the boxes accomplish now can checking off all the boxes could be but if it [Music] checks the color theme [Music] [Applause] illustration photography you know I don't think anybody could take that away from us illustrations mind G art or real photography to the extent was his hand phenomenally well designers shout out to the creative team and amazing it's all all for it the paper it's it became a very easy way to convey a certain emotional connection and they say something was like I'm going to just well at least Sal but a lot of teams creative teams are smaller teams and when iate inspired by certain color certain theme whatever mention for our team is we have pretty robust team a team in different groups of of different types of projects so the coloring because under a design team under a group under a group of people under strategy under objective I think that's how it needs to be because personal preference they dictate the direction of Y company so in under besides color little detail on that [Music] poster campaign you know I'll give you an example from campaign probably most [Music] [Applause] ofs the Comm denominated given for those with higher standards we wanted to Showcase a day product is everyday ketchup sour Tomatoes whatever whatever is the strategy pinkler was L behind it but the point is that you have to be able to convey the objective in the in the direction of the brand to the best of your ability and obviously you deliver it in the menate results but the point is I sometimes hate it when when creatives want push their own agenda they compan full page ad full page St publication whatever it is just about the point [Music] is Target in the Syrian Community okay let's figure out 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 a very interesting question might be a little bit controversial when you open up today open up uh any from the magazines that are out there you open up you flip through it it's the same almost I would say 90% of the ads are very much background a 3D image a beautiful photo and it's very flat if there at what this is a trend at what point does a trend become boring when everybody starts doing it is does does the trend is is it a method does it work for sure or that's a great question so I think it starts and stops with a client results so what what you seeing you're seeing a lot of people advertising not caring for the the proper results they're doing they're doing it for brand awareness so they don't know exactly we have clients that their salese the amount of leads as a h is dependent on the ads and for us you know there's lik of a certain spot we have to deliver you know we can L see a difference between they and because say the phones the amount of the phones are ringing Al the digital ad in our WhatsApp um um link mhm did leads fly in or not so therefore it's very important that it starts and stops with a client the agency Adit for the client all every agency every creative person out for the client and it's their money not only is their money is their potential lying because kind OFA of if it's using you for this season it's not using somebody else it's the potential so I think a little bit is that some people will advertise they have the budget and they don't care about the results if it yields the results the trends change it's going to change with time it yields the results it yields the results okay if it doesn't yield the result then I think it's something that goes back to strategy was how can we change and guess what we're guilty as everybody else sometimes we have to change strategy 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 so you know what we'll change it however I'll just give you an example customer we once made a campaign for a kitchen company a couple of years ago and K all competitions got a beautiful kitchen a clean light headline logo of an 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 80% of the ad copy just huge copy in he called me whatever come to the [Applause] point the question doesn't make sense sounds child pict kit I hear you what do you mean if you see negative no no results whatever have change in strategy but call me the next day never he never had so much results in the ad and the reason for I'll give an example because analyzed the most important pain point for kit and I'm in the market because I just finished the kitchen as well is come back for finishes mention next and they add clude their process of making sure till the finish line this is a m this the strongest part of the messaging and he had proof for it his existing client said they mention Kitchen perfect perfect so lik forget the picture they men who do you want to talk to so the point but the point is that you have to go by strategy if you go by strategy at least you have a chance to go back strategy okay but if you go without strategy so that's why we arve which is a talk for itself as a lot of money without this but authored seller for their productline [Music] accne this is a benefit the which Sol in minutes versus customer very important because Sal for packaging and for conversation we had a conversation about it um who's your perfect [Music] caging okay tell me a story that you're most proud of Sandy whatever I'll tell you in the company had F of warehouses around around um the United States again Hurrican Sandy East Coast is literally going shut and we had clients in the e-commerce business and we able to Air Freight them from under warehouses stop is we have a client that has multiple um offices around whatever warehouses and we ship so can next day Mega 53 boxes anybody can boxes there was the advantage of 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 was very much later on now not because that is he found himself wasting too much time with the wrong clients because can't compete toga 50 maybe on price maybe on was a little bit more Charming as a salesperson that's about it for the men service this is exactly who I'm looking for it's going hard we didn't have access you could next time if something like this happens you could Del of course here's a client call them call him speak to him 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 job marketers is to package it because okay now way mean actually packaging actually sales sales material right so this off service the business psychology a part of psychology which is there's a saying nobody wants to buy a mattress they want a good night sleep right um and this is something if you if you have the solution to my paino I'll come grabbing what you have to offer I love it guys what do you guys do we sell this and this and this creative guys there we give you the money that that nobody else that you didn't even know is owed by you by all of a sudden they conversation about it yeah versus refund management reconciliation of your Amazon account okay basically how you do it 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 we not trying to be human psychology and a Vue at the it's just what will grab the person's attention to give you the 10 minutes or whatever five minutes to meet with you and discuss it you have to keep being creative in those areas even those areas because sometimes it also gets repetitive sure she clickbait I'm going to only fall for it two three times and then I'm done correct so that's the whole creative copyrighting and and because they those are copycats if somebody is creative enough to create then obviously it it works if you start copying and you don't even know why you're [Music] copying the best is byell the vision of the company the marketing the vision from that company right into that person away Clarity is the most important trade with any entrepreneur any CEO any company could have the marketing companies the oppos confusing the customer they have to be the person to clarify clarify exactly so convers wait a minute exactly we have brands that we create recre know onl Amon the sales process for phone charger because brand is focus service offer it's important sometimes the the because he ADV some pricing how you know know it's there's a certain Clarity bu in marketing and branding is branding is the so thein operations is was delivered this and marketing it was constantly make sure that people know about it and they come in and they do it in the the B because of that now I'm going to go right back to where we were before mhm employees how do you keep them how do you make sure they stay with you great question this this is a million doll question the world resignation um there's a bunch to it I think Co also is part of it but but employee company culture is something that's important even um before Co and a any business death with for employees I believe and especially it's if a person gives you you got make sure that he's excitedly coming to work and going home from work every single day so the first thing is was excite an employee employee excite but he wants to EV my atmosphere with my respect atere heard basement want to be able to grow I want to have people around me that kind of uplifting all the shadow me or help me out in that sat needed I think it's the it's it's a duty from a business owner to focus on company culture n because um employee language employee language because this is the duty of employee employer now bman company culture there's a myth out there people F anybody in the street T company get the company culture Google Google get Ping P table and babysitting service that's perks business owner was okay they conversations unfortunately mention confusing they a per nothing um replaced a leader supporting your team so in our case it starts from the top we have core values which means is so true courage what is the essence of true courage idea no in light of true meeting in in the custom so so you're going to make me another option and I yeah sure we'll make you another option respectfully light of true courage account [Music] manage Okay so in company we have developed something it's called Elevate which is actually a system was certain was I give an example it's called um it's called nectar a platform a certain amount of points that you could give shout outs and credits for other employees so if you worked with me now you of the system shout out to project and here is 20 points all of is as mention acknowledging publicly So within the company within the company I'll give you an example the most the top so Canon for for gift cards Canon for comp guess what the most top um reward was mentioned points is company Sushi parties whatever it is let me buy sushi for the company V it has the effect we work as as a team nothing like that but ultimately is having understanding with employees my employees either heard it most time both places when interview and the conversation um you 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 isal allance you don't own him the person is is responsible for Financial Freedom the however while he outgrew the company or sometimes the [Music] wow M customers we have um we actually have at this point directly end um custom this and get feeling get feeling the best [Applause] feel of course and know this is you know just because the career took a different route and family once aian always a Pex what happens panan oh pan I um what Tak happens let's say you have a top topnotch 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 s something that I've learned earlier in my career which is not never let a single person hold hostage your company mhm which means is we have certain creatives and design project and I right wait a minute you came to prex we have to deliver that quality every single time regardless who did it we can always decide how to go about it I never let that part as they design [Music] departments see all these SKS all these pets no [Music] problem I think a very important lesson is called the Le Forum which is um same business own at the time the room and I give them one day a crash course and Leadership and everything we've done 18 of those 18 events and hit we stopped we didn't restart it yet the [Music] meetings Ware manag merchandise was unaccounted for an inventory you know said it figure 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 and Allah fin vo but who is responsible who job description is this then to them the following chart organizational chart the direct respons the warehouse this is that issue was affect into bottom line into merchandising and everything else containers whatever it is so you go out and let's hire another person but because you're the warehouse manager so with four weeks whatever it [Music] is exactly office a process which they created so what what happened [Music] I'm making an event I adopted a CO in Israel and I'm making an event breakfast all of and by the time breakfast I'll do everything it takes employes mention let me do it I'll do it and I'll do it 99% employ was coming out of villains on get villain get a job they want to grow they want to do it yeah it's up to you to make him yeah employ the leadership concept it's a three-day training in Ariz after [Music] the and and humble enough to say it publicly I came came in thinking my employees are our fault I go home thinking it's my fault and I like wait a minute minute don't be so harsh on you those gu food was like I came to realization the following the employe emplo so I came home as say a responsibility of an employer and and I think I do it do I do a perfect job no we should always learn saying Ram a company will never outgrow it leader if you want to grow your company the leader line of books real life experience whatever it is but to that point is that it's a and I believe the the biggest crime talented voice to to raise their voice you know what for the the most successful people the next the next the next the next big move the next expansion the next product line so Talent if you have to give them the platform if you give them the platform there's so much more they could do right um to wrapping up the conversation um emplo for the Rewards or for the systems nectar nectar nectar yeah and again wrote it down it's very important you yeah so just for the sofware I'm very careful with those things it it has to make sense for your companies Google even Google reward systems for employees the concept is just I'll just I'll go back to that point CEO for a company in you know how important is culture to you everything how much do you how much time do you spend on on culture what do mean a project for culture purposes 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 grow time initiatives in the company booket initiative we pay $50 for every book you read literally if all if you're employee you read a book and system with email at least minimum three things from the book get $50 why do we do it because the best education could come when going a manager customer service going to design manage you know there's great books that's not available in in forer and their growth mindset so they mind other compan serious about it because they're spending money they're advertising they're marketing it to their own people and we have um a couple of times every few years we take external companies all survey and and employees anonymously just how they feel and we're not perfect however it's it's a stepping stone to understand in compan is moving that direction from paper to digital a digital so so in the the marketing is so the market the print [Music] media all right so we have so the digital media was the WhatsApp WhatsApp statuses banners is so cluttered it's not a medium brand can use for the main focus of media of of media the digital is is is real aggressive budget towards digital um Partnerships think for certain Sports Arenas other that websites like grow societies have millions of so the digital [Music] aspect however however I'm a strong believer in multimedia all campaigns in multimedia becausei multi medium yeah which means is shabas and then we would want to he should see Monday an ad on on on digital click in [Music] ending SE in the ad as SE in the concept but he just he's not yet in the grocery off sign of the service so M like man special in Tor times of page four h 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 now we do have touched on this this is something in the print media [Music] is the from the audience is an overlapping audiences so which means local store you know mention Publications but the Wall Street Journal the times other The Daily News they totally different advertisers totally different audience overlapped overlapped so so which means is as a business business [Music] creative multim 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 sometimes a business will put it in the business section from y magazine 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 when like you could let's say I give an example so if you know that these four Publications overlap chances are as was could spend a full page we could do one one one one now it's the four weeks of 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 cover AUD and a three Monon campaign of a six Monon you know a three Monon budget into six months or do the yish market marketing Market is M advanced in some sort of way the local business in what sense like local agencies for local businesses so the I wouldn't be able to to answer that question um like straight up the Goa Market uh in the go is the marketing digital agency a digital agency a branding agency a branding agency a marketing agency marketing agency a web development agencies a web development agency which means is files whatever you want but the agency oford for days local agency market is educated automatically the average client agency gain and skills in different because I need to deliver to my customer so that sense but so mindi the ads should do a certain advanc I wouldn't say again especially if the guys towards the real creative agencies out there was do ads with a Legends Legend legendary ads for years yeah but mullion doll business from the local grocery the local hardw store the local businesses we have a lot of talent like to to make it to summ it up simple is we have a lot of talent a lot of creative Talent my young hungry talent and I and that sometimes interesting interesting fun fact is creatives music and M theory behind it is music is the first creativity con you know whatever yeah the next mus is creative to a certain extent mus compos music whatever it is designer photographer okay story see without you knowing [Music] full bands fin composers any instrument [Music] music customer in a velocity brand in the positioning 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 become a proof of concept and then come back owner businesses so what it takes and cand against who knows everything all he needs us to do develop Brands create an Brand Tech bus startup new new business I it it always makes sense for the person to start off small no for his benefit start and and we had a lot of people come back and they the concept again I few positioning we know that's two phenomenal creatives out there why should they spend that money they don't have to be proof of concept let them get proof of concept and come back mentions business and you fell through absolutely absolutely how did you handle it so is for reason because we felt in the earlier years for for project sure do it perfectly we don't is there still another person that has to execute and run his business so if he if that person doesn't fail in in in executing in some business other delivered deliver the end of the day felt felt through sometimes you know maybe we failed in positioning whatever it is therefore we focus on on on growing businesses because it can the cannot spend gets started and he comes back to us then we could just be there to guide him and do what he needs to do but guess what marketing is is is marketing is and usually sometimes the most expensive piece of it and is so many things could go wrong the marketing to do case studies companies and prepared for the the marketing so it is very risky and therefore you have to take it [Music] with so as far as M emotions I'm very connected to my clients um the core values is is Partners not service providers which we literally are Partners involv Supermarket the grand opening service providers I feel terrible especially when say sometimes somebody else's gu say is therefore I learned in the early years and I'm very much very much I'll spend whatever it takes limited consultancy so for our listen I don't do a lot of consultancy because I to do something like this where I could speak with four intelligent people in versus spend and just focus business limited I'll spend with him an hour two just I rather spend half an hour just to let you know because maybe I'm not the right person so I feel those are that I've set myself up because in the early years I of course we have to be more much more careful we spend more time Zing for clients that were not the right fit and and we we we clients with we are the right fit book was the recommended the number one book for listen in 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 um is my top 10 list that people could reach out to me or I could send it to your listeners which is basically Ang out if it's a business owner you start off if somebody starts a business the top book is emth uh Revisited from Michael Gerber if you looking for it's a manager and you just want to enhance your skills is the one minute manager so it really depends V theb in order to make sense it should make sense that you got the best value of that book otherwise establishing business in so what number one book of Happiness believe it or not and the reason for that is because highly recommended by people that I'm that I'm a part of a larger um group how you could actually convince them to take baby steps and I'm not happy I'm trying get them in their mode I'm reading it as we speak a phenomenal book so closing this uh 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 a questions questions and pration um m&a perspective which the merger acquisition as mentioned with C businesses the simplest term would be you just run faster business and starting his own so the software companies Google average because they if they see a technology they want to enhance in algorithm whatever it is they could build it from start or they could acquire a whole company mid the team and for the and so business and put them in is they don't want they to start from scratch Ander avilable and they buy the aggregated space Amazon businesses they wanted to grow very quickly Topline Revenue they know day one is do Topline Revenue however um chances are that risk is all in life is risk reward which means that risk is because you started off number businesses not knowing exactly what they're buying and finding out later how the face of the company connections so it's like it's like everything that you evaluate but the the difference is if a wants to jump quicker he wants to basically jump up a couple speed speed speed to um to the growth yeah and your answer was yes why of manant in my office um is something was 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 you're not fulfilling your duty of the 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 emplo so that's the short answer the short answer is thats it's their duty to to the business um to finish off is not every stumbling block is a reason to quit I men stumbling block and as 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 on 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