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What is your why behind what you do?

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Again, it comes back to using marketing for good.

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I think there's tremendous potential in it and helping people again, to, to make

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choices in an informed, empowered manner versus feeling like they're being

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manipulated or lied to.

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And so working with marketing teams, sales, sales teams, it is about helping

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them not only to do that, but do it in a way that's even more effective than

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traditionally the way we think about sales and marketing, in particular sales.

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I mean, sales kind of has a negative connotation to it because over the years,

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you know, people have had bad experiences with salespeople, with, you know, the

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kind of your typical sort of used car salesman, if you will, and feeling like,

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you know, you're, you're being manipulated.

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And I think that that's damaging.

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And especially in today's times, like we have access to more information now

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than ever before.

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And so those kinds of manipulations, those kinds of like being deceptive,

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they usually get found out and that can have some really negative effects.

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So for me, you know, my why is to help sales and marketing teams approach sales

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in a way that's not only empathetic and understanding, but also even more

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effective for them.

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So it's creating wins for everyone, buyer and seller alike.

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We talk about, you know, one of the things that I like to really hone in on is

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this idea of resilient relationships and building resilient relationships with

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your customers.

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And it comes back to what I was talking about is that if your customer trusts

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that you are, you know, going to be upfront with them, you're going to be

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authentic and honest, you're going to be looking for real solutions that will

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make a difference in their lives.

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And you do that consistently, you start to develop what I call a resilient

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relationship.

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And what that means is there is a trust, there is a certain amount of loyalty,

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although I'm not big on the term loyalty when it comes to marketing.

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I think it just is a.

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It's a very passive way of thinking about people.

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Resilient relationships, when you develop them, you have the ability to

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engage over time with your consumer.

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And when something goes wrong, we all make mistakes.

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People always make mistakes.

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Brands are no different and companies are no different.

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They're going to make mistakes.

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If you've formed a resilient relationship with your consumer, they're going to

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give you the benefit of the doubt.

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I'm, you know, I'm a Apple guy, like, you know, have been for a very long time.

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I have, you know, always Mac, always iPhone, you know, in, in Apple has made

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some missteps along the way, but because I trust them and I trust them to do

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the right thing and I trust their products, I will give them the benefit of the doubt.

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I'm not going to go running to a competitor the first time they, they, you

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know, make a mistake or do something that I don't like.

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And I think there's real power in that.

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And it leads to, you know, obviously it can lead to like very big sales

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and very big loyalty over time.

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And that caught, you know, the benefits of having long-term customers is, is

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a very, very tangible thing for companies.

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And so, you know, again, that like any relationship means that you have to

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tend to that relationship and be a good steward of that relationship with your

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customer, and that means being upfront.

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It means being authentic.

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It means admitting mistakes.

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It means making those mistakes, right.

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And when you do that consistently, that's where you develop that kind of

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following that will be there for you through thick and thin.

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Going along with what you said, including many examples of Apple.

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I am same way with Apple.

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Like I love Apple quite a bit.

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And yes, they have made a few mistakes, but there's something about Apple that

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you just want to be with Apple for now, right?

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Yeah.

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Yeah.

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And it's interesting because, you know, there's real tangible reasons for

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that are real functional reasons, right?

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They make, they great, make great technology.

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They make it user friendly.

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You know, they've empowered so many people, but then there's also

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the emotional side of it, right?

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There's trust.

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There's, there's almost a sense of belonging.

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There's a great quote.

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I wish I had come up with it, but I didn't.

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And I cannot remember off the top of my head who said it, but they said,

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people join brands.

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They don't buy them.

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And I think that's a really smart way to think about it.

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You know, why would someone want to join my brand?

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You know, and when you think of it that way, then you're going to be putting

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yourself in their shoes and saying, okay, well, what, why would this person want

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to join, what can I do to make them want to join?

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Um, and that puts you in a very customer centric mindset.

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That can be very powerful.