okay yeah other side of the world um not that
side other world perfect so you're over in the
uk and um you had a bakery is it still open or
or do you sell it or or what it i closed it so
i closed it in two years ago really it was quite
a because obviously we had i don't want to let
me let me tee up more fairly than that because
it's a really cool story right and you corporate
from what I understand or from like employment
to launching this bakery, winning some pretty
big awards regarding it. You know a lot about
strategy and marketing, which is one of our favorite
subjects because a vision without strategy and
marketing is like a haphazard waiting to explode
in people's face or never take off. So what you
have is such a gift. And so I went right for,
well, wait, do you still have it or not? Now
you guys all know watching in, like we have real
raw authentic conversations as we go. So Naomi,
tell me about the bakery, because that is one
of the hardest business models, restaurants and
bakeries that there is. And you succeeded quite
fast with it. And yeah, where'd it go? Oh, do
you know, it was quite a roller coaster. So I
used to, like you said, I used to work in the
corporate. I also worked in charity and nonprofit,
which is a really interesting industry to be
in from a marketing perspective, because you
have to be very creative with very little budget.
But it taught me an awful lot. Often the things
I was trying to get people to support were quite
tricky things. So I'd have to turn very technical
data into something that would appeal to a wider
audience on social media and in emails and tell
that story. So that would be what I was doing.
And I like my team. I led digital teams. So I
did everything from brand and marketing, but
it was a nine to five job. And I'm a creative
by nature. I love data. I love analytics, but
I also like. being able to go off and just do
my own thing. And I really want to do something
that I love, and I love baking. So an opportunity
came up to open initially a cafe and a bar. A
local building came available that had this incredible
history, but had been left derelict. It had formerly
been a nightclub, but originally it was opened
as a, it was called the Bedford Hunts and Cams,
which was my local district. electricity company
showrooms it was where electricity had come into
the town i'm like how do i not know this story
i've lived here for like six years but i didn't
know what this building did and it was the perfect
building for a cafe bar and i'm a musician that's
my background and that's where i started and
i'm like the show we could put on here would
be incredible and my mind just kind of ran and
the idea ran away with me at that point and i
kind of got myself into a point where i committed
so i quit my job and did this it was kind of
like an opportunity that was like i don't want
to be that person at 90 sat in my chair thinking
about the shoulda coulda with us so that's how
i did it and i thought okay i haven't really
got any experience of running a business and
i'm certainly not a professional baker But I
know how to plan. So I'm going to put a plan
in place to get me there. And I mean, the plan
obviously went well and truly out the window
because I didn't know what I was doing. But it
gave me that direction. Motivation. Exactly.
And I saw the vision. I had that vision of what
I wanted to create. I know how I wanted people
to feel. And I knew what I wanted the place to
be. And that was really the driving force. It
wasn't really about... what i was selling it
wasn't about i didn't know the menu until about
two weeks before if i'm completely honest i certainly
hadn't been sitting there practicing baking um
but i knew i needed a team i needed a team of
people that were friendly i wanted people to
feel welcomed i wanted them to feel belonged
and it was really about what i wanted people
to feel rather than what i was going to sell
and that was a vision i saw and it was named
after my grandmother because of she always wanted
a tea room but mainly because her attitude was
about solutions so she saw solutions rather than
problems so she went blind at 87 she also looked
after the elderly until she was 87 so she was
older most of them but because she lost her sight
she couldn't continue to do that but she loved
baking and wanted it because she wanted to tea
them that was always her dream but it didn't
stop her from baking because she hadn't got any
sight she just found ways around it so that was
how i wanted to build my business was on that
ethos but being able to be welcoming and warm
so that was how it got created and then obviously
this was about 15 months before the pandemic
hit so no one could see that one coming right
so that was a really interesting from a strategic
point of view i mean it was fascinating watching
the changing customer behavior from a kind of
business point of view not so great for my financial
bottom line but i had to have a completely flexible
strategy it completely changed the way i worked
and What I learned of how people behave, their
buying patterns, the way to market was out the
window. It didn't matter. There was no plan.
It was a day to day plan. It had to be like that
because the rules kept changing here in the UK.
And then I realized there was this opportunity
to have a bakery. And that's when I got this
idea and started making the bread in the cafe
because we only had a small. we had a home oven
so we had a very small space in our kitchen it
wasn't massive for the cafe and i started making
bread for the bakery for the cafe because we
didn't have a reliable local supplier they were
having staffing problems and had done for a long
time so we'd get bread like midway through the
day which is no use when people want breakfast
so i thought well i'll just start making it because
i like baking bread it was a passion but obviously
running a full -time cafe and bar didn't give
me time for that so i brought that in And people
kept saying, oh, where do you get your bread
from? I'm like, well, we make it. Can I have
some? I'm like, well, not really because I haven't
got a big enough oven. But then I realised I
created this side hustle. So I thought, I haven't
got the cash flow because I haven't been long
in the business. The bank who were giving out
loans at the time to help support businesses
only wanted to... support businesses that were
profitable and i was breaking evening which in
the hospitality world in the middle of a pandemic
two and a half years in was incredible and the
fact that i kept all my staff employed was even
more incredible oh my gosh and they still said
no so i couldn't get that i was like well what
my other option so i went to crowdfunding that
was where someone said well have you thought
about that I'm like why haven't I thought about
that it's like the ultimate marketing campaign
because not only does it give me investors so
people invest in crowdfunding but it also gives
me a customer base from day one and it also makes
people feel part of a community if it fails I
know it's the wrong business offer so from a
marketing perspective if I if it fails it's wrong
so I put together a whole marketing plan And
it was completely, I didn't expect the response
I got from it, but I had over 300 people support
it, which raised 17 ,000 UK pounds, which was
well over our target. And then it was incredible.
After I'd done that and we opened the bakery,
three months later, I'd entered the team without
them knowing into Britain's Best Local Awards.
So I put them into awards, which are national
awards, partly because I just wanted to see how
we compared and to also go to a food event. Because
why wouldn't I want to hang out with the UK's
best bakeries? And then we won it, which completely
blew our minds. We're like, we're three months
in. We're not professional bakers. We were literally
making it up as we go along. And then we won.
So it was really rewarding to be able to give
that back, not only to the team because they'd
worked so hard, but to the community that had
invested in something. And it was just really
incredible. But going on to the I don't have
the bakery now, we had the cost of living crisis
hit in the UK where. after covid and after the
pandemic having got through that we one had we
were massively affected by the war in russia
and the ukraine so like getting supplies of things
like flour went from three daily 14 days overnight
so i couldn't get flour and the cost of living
just sent our energy prices through the roof
and running bakeries is expensive so even though
you sell like loaves i had sourdough loaves so
they would go to like four or five dollars in
the us that's how much i'd sell them for but
the amount of work that would go in to get that
on the shelf was quite a lot um and it just became
financially unviable and it was really heartbreaking
to have to go through that but i had to be really
as a leader and at the time it was that i fought
tooth and nail to keep it open but the customers
had changed their behaviors it wasn't anything
I could have done without a lot more investment
to completely change the business into maybe
going online but then the location wouldn't have
been right so I had to make that really difficult
decision a year after going through all of that
to close it and sometimes that's just the reality
of business of we there are some things inside
our control there are some things outside our
control that one I had to go for all the options
so it was such an incredible experience having
done that. And it's got me a little bit to where
I am now, really. It's helped me with that journey,
but it's sometimes that's the nature of business.
Not everything works. You said a little bit,
but that is a lot of bit of help. Oh, I'm right.
Everything that you did there that built up the
muscles, right? The strength, the emotional,
the resilience, like there's so much there. You
just give a masterclass on strategy, marketing,
and leadership. which is so often overlooked
when it comes to these realities that was just
beautiful for those of you wondering 17 000 and
uk pounds is about 21 000 us dollars uh what
an injection for a brand and and it's not easy
to launch those campaigns either i know because
i've been involved in them and so the all of
the t's that have to be crossed the eyes that
have to be dotted the pieces that have to come
into play to that and the fact that you have
All the capacity that you have as an individual
visionary, yet you also have a complete respect
and admiration for the team. Like that's huge.
You're going so far in so many ways, Naomi. It
is so exciting to have you on Vision Pros Live.
So we're going to dive into a few resources real
quick and we'll come back and dive into this
vision even further. But for the other visionary
leaders out there listening in. Along this whole
journey and path, what are three of the best
resources that you've come across that have helped
you get to where you are today? There are so
many things I think that have helped. And I think
it's about finding the right ones for you. One
book I've read quite recently, actually, and
in a way, it helped me realize that there is
so many ways to run a business. I knew this anyway,
but it kind of reiterated that was. shoe dog
by phil nike phil knight so he is the founder
of nike brand nike if you it's well worth reading
that book because you realize what some people
will go through for their vision of their business
and what he went through is incredible how he
got it to where he did is just there were times
where i was like i don't know if i could my heart
was in my mouth from him living on the edge of
literally there was sometimes where he was on
edge of financial ruin in the blink of an eye
that was 20 years of his career so it's an absolutely
fascinating book but it also is really powerful
because if you've got that really strong vision
and that really strong drive it shows that you
will find solutions and you'll find ways around
it because that's what you really want to do
so that is definitely a brilliant resource so
go have a read of that book and if you've ever
if you've watched the film air as well um this
is the pre -log to this so this is the pre -log
so read that and then watch the film because
the film is also very good i'm glad you said
that i'm glad you framed that for those of us
who are like i saw the movie i'll be fine but
no it's a totally different story totally it's
before it's before Michael Jordan so this is
from the 60s onwards this is from the very very
very beginning stages of Nike when he used to
go around in the back of his car to run meets
so and he's written it himself so it's completely
come from his perspective in a really honest
way so really good to see that yeah not Not a
way I could run a business. It would be pure
panic for like the whole time. And I think he
was some of it. But again, a great story. Number
two. Number two. Another book. I think this was
I read and this person is now my mentor as well.
I read this book when I came out of having closed
the cafe bar and bakery because I was at quite
a pivotal moment and also quite a low moment
because. I was feeling like I'd really failed.
It was something that I had not set out to do,
was failure wasn't an option for me, but that
was the cards I had been dealt at the time. And
after having worked 80 -hour weeks on my feet
for a little while to keep the business going,
I wanted a business that then worked for me.
I wanted to change the way that I did business
because I'd learnt a lot about what I didn't
want to do. this book helped me realize that
there is more than one way to do your business
and it was called make money online by my mentor
lisa johnson she is the queen of passive income
so she's done a lot around passive and semi -passive
income i don't like the term passive income there
is no such thing but what it teaches you is you
get to choose how much you earn you just need
a plan to get there and you can do it in the
way that works for you and a lot of the games
that we play with ourselves is to do with mindset
so it's a really great book and she's really
she's really good at being quite structured and
very process led to make business simple because
we over complicate as human beings we like to
over complicate and overthink things particularly
when it comes to business So she gives really
simple solutions as to how to do that. I'll play
devil's advocate on that. You and I are the types
of people that like to overcomplicate things.
I can see that and tell that most people who
hear us can, can understand it too. There's a
whole subsector of human beings. I should say
subsector. There's a different lie aside that
I think is far more prominent that loves to oversimplify
things. Right. And the key is finding the balance,
right. Not doing either of those realities. What
was her name again? Lisa Johnson. Lisa Johnson.
And what's your third resource? So my third resource
is a podcast, actually. And this is an Australian
money mindset coach called Denise Duffield -Thomas.
She wrote a book called Chill and Prosper. But
she talks a lot about money. And I never really
understood my relationship with money until...
I came out the cafe I didn't really know what
mindset was if I'm completely honest I worked
in hospitality it was like it's a world and particularly
in the world of music is you get stuff done regardless
of who you are and what you do you know it's
kind of like you power through because there's
a show to put on and and the most of music is
emotional not that it all is but a lot of it
is extremely emotional and so that's what carries
you day to day absolutely so you I when I came
out of that and the reason why this podcast really
resonated with me partly because she is quite
straight talking and she talks very realistically
about her life and what she wants but being a
musician the choice I had as a child was you
choose passion you choose profit but you can't
have both right there you can't have them together
because that's pretty universal because in the
US they taught us the same thing yeah and it
and it's not true and I followed my heart I did
music I'm still like I'm still a musician now
it's not my main business but it it was so wrong
and I've had to do a lot of unpicking of my beliefs
around money and what I feel about that and I
talk a lot about I don't talk a lot about money
on my social channels but I talk a lot about
money outside of that and I talk about being
comfortable with having money and being able
to do that because It's okay to earn what you
want to earn. It's your choice of what you earn.
And that's what she helps with and being able
to kind of put things into very practical perspective.
So it's a really great, they're really short
podcasts as well. And she's quite fun. So she
vibes with me. Absolutely. Visionaries, law of
attraction, big, big time here. Same thing with
religious beliefs too. Money's a resource. Right.
And however we treat our resources, if we disregard
the water we have, that's not going to be good
for our life. Right. If we disregard the food
that we have, same thing. If we disregard the
money we have, if we take care of our resources,
though, then they have an opportunity to to help
us have more of what it is that we want. So also,
that was a huge shift for me. And I think most
visionaries are like the two of us. Right. If
I had to choose, which is just such a dangerous
game anyway, but of like passion or profit, I
choose passion. Like I wouldn't go the other
route. And so I'd rather know that I live my
life passionately and live under a bridge than
live my life with a ton of riches and completely
like turn my back on the things that are most
important to me. You know, that that just I can't
see a world where I would I would do that. And
so the good news is. We don't have to choose.
Nobody's asking you to choose between one or
the other that's healthy and that's successful.
They all know that. So thank you. These were
phenomenal resources. This has been a wild on
fire episode. We're going to take a quick break
so I can clear my throat. We'll be right back
and dive into Naomi Rose's vision further. We're
going to be talking about strategy and marketing
as well for your visions. Unfortunately, my friends,
the best vision almost never wins. It's the best
strategy and the best marketing that typically
does. And so if you're hanging on to vision and
hoping for luck to be the thing that drives your
success or just a little bit more oomph, there's
more variables to pay attention to. And we're
going to try to unpack as many of those as we
can to help you have the most rock solid path
possible for the vision you want to bring to
life. And we will see you on the other side.
All right. Welcome in to Vision Pros Live with
Jackson Callum. I'm your show host. We'll be
doing interviews for visionary entrepreneurs.
and guest leaders who are building fantastic
visions out there. What's up, Vision Pros? It's
so good to be back. My name is Jackson Callum,
the founder of First Class Business and one of
the hosts of Vision Pros Live. I'm so excited
to have Naomi Rose on the show today. We're going
to be diving into two of my most passionate subjects,
and that is strategy and marketing. And it's
so important to discover the vast reality of
what is strategy and marketing because marketing
cannot be limited down to... a gal or a guy.
It is called a department for a reason. And if
you have a vision that you are hoping to scale
at some point, then getting ahead of the curve
and understanding that will really, really help
you on your journey to establish a great vision.
Before we dive into details of, and again, Naomi's,
what she's brought to the table is the wisdom
of having gone the corporate route. having opened
a bakery and also shut that down and understanding
the value of the long -term vision and her demeanor,
her cadence, her value of team. She's showing
all of the greatest signs of the greatest leaders
that I interview. So this is a true treasure
and treat to have her on today. A couple of other
value points for you guys right up here in the
sponsor section. We've got Operaciones de Trabajo
para Latinos. That's opportunities for work.
And I said Latinos, but we've now launched this
in Pakistan. We've launched. this in the Philippines.
We've launched this in India and we continue
to expand and grow. This is an opportunity to
help Latinos and other people throughout the
world find work. And we do this all for free,
by the way. We bring them in, teach them about
becoming virtual assistants. You're welcome to
hire any of them on your own accord. You're also
welcome to see how we go through the 90 day training
program to help them become great leaders. The
whole thing is just. It's my heart and joy. That's
what I love to do. So we just went to Panama
and did a huge thing down in Panama. I'm headed
to Puerto Rico this coming month and I'm headed
to Columbia the month after to do the same thing
in person. This has been 14 years in the making,
my friends. Thanks for letting me. put it out
there and help the world understand. If you're
a Latino who would love to be on that show, or,
you know, a Latino who would be inspiring, please
send them to be a guest on opportunities for
Latinos. And they can be a guest to tell their
inspiring story. We've got so many millions of
people in the world to inspire with that. And
Cynthia and Louisa do an excellent job as hosts
of that show. Then we have learn and grow rich,
which. Ironically, Zach Ullman lives in Colombia,
in Medellin, even though he doesn't speak Spanish,
but he is now our chief financial officer. And
I want his program to continue to grow, but we
invest in him for both our brand and Effortless
Vitality, and we'll continue to do so for other
brands that we work with. He's got the financial
version of pretty much everything we've built
on the CEO, CMO, and COO side of things. And
it's been so cool to see how our bridges are
coming together and what we're up to. I've loved
working with him. His structure is amazing. It
is so important to have somebody by your side
who can help you forecast. Plan, see over the
hill, have all the tax stuff figured out as well.
And also the diversification of income opportunities.
Zach is an amazing soul. Go check his community
out. It's free to check out and learn about as
well. If you feel inspired, feel free to work
with them directly or through First Class Business.
Then there's the Water Project. The Water Project,
we do not have any affiliation with, but it captured
my heart, mind, soul, everything when I learned
about it because I've never been thirsty in my
life. like most of you have never been truly
without when it comes to hydration these kids
these people they do not have access to even
a local water well there are people who have
to walk sometimes three to five miles in order
to find a source of water that may or may not
be safe and the you can imagine the disasters
so that creates you can imagine the challenges
that creates and the risks for the family it
also limits their ability to get a stable job.
It limits the ability for the kids to stay in
school. So when I saw that the water project
allows us to literally pick which community we
want to help and how many people will be helped
by that. And then when you contribute, you know,
even five to $20 to this, they will send you
the social media update or rather pictures, proof,
social proof of. What happened? Was the sand
dam built? Was the borehole well constructed?
And you get to see these individuals celebrate
water the way my kids celebrate Christmas Day.
And my hope is to continue to bring that to more
and more people. I hope you join me on that.
If there's another cause that is near and dear
to your heart, then please don't hesitate to
add the cause in the comments so that we can
look at it and contribute to it. You never know
the ripple effect of what you do. Maybe you're
not in a financial position to help. But maybe
you can share this with a couple of friends over
dinner. And you never know, maybe one of them
ends up donating 10 ,000 and opening more than
100 of these different communities up to access
to clean water. So we got 8 billion people to
help in this world, my friends. Let's get after
it. It's a lot of opportunity there. And I'm
going to get right back to that with each of
you by diving into strategy and marketing for
your visions with Naomi. Naomi, welcome to Vision
Pros Live. Hello. All right. Tell us, Naomi,
we talked about the past. We talked about the
journey and almost even a little bit of the present
that you work on strategy and marketing to help
small businesses with their growth. What's your
vision? Where are we going with all this? Well,
I think for me, having had my own business that
didn't quite go to plan, it didn't end the way
I wanted to. But the one thing I did know was
strategy and marketing. And I see so many people
going into business feeling quite isolated, feeling
like they've got an idea of what to do, get a
couple of years in down the line and think, I
don't think this is going in the right way. I
don't really have a clear plan. They come in
with an idea. They have got a vision. They've
got an idea of what they want to do. They've
seen an opportunity, but actually where they
miss that knowledge. And it is knowledge and
skill because I have been doing this for 20 years.
I have been training for this for a very long
time. They then don't know how to do that bit.
And it's hard. It is not easy. Running a business
isn't all sunshine and day. It can be really
challenging emotionally, mentally and actually
physically doing the work. So for me, that's
what I want to be able to do is take everything
I've learned from my career and from running
my own business and use that to help. other people
get the businesses that they want they can have
a business that works for them that they love
we shouldn't have to work in a world where we
go to work because we just need to earn the money
I don't want to be that person and I don't want
that for other people so for me that's what I'm
trying to do is help give people what they need
so they can get to where they want to be and
a lot of that A lot of it, the strategy and marketing,
business strategy and marketing overlap in so
many ways. You need both. You absolutely need
both. I see a lot of people have an idea. They
might have a bit of a plan, but then they don't
do the marketing bit, which is actually 100 %
essential to do in your business. Word of mouth
is lovely, but it's not going to get you a consistent
business. And we want sustainability. We want
to be reliable. We want to build businesses that
are strong, that can help us get to where we
want to be so we can have the lives that we want.
And we are fortunate to do that. So I often help
people figure out what it is that need. And often...
Here's a secret, Rose. I'll give you a secret.
All you visionaries out there, if you ever hear
somebody, even yourself... You're going to hate
me. Those who hear this say, well, we grow through
a word of mouth. We grow through referrals. That
is somebody whose blind spot is marketing. They
are terrified of marketing. They don't want to
talk about marketing. They're just using that
as a buffer to escape marketing conversations.
And that silo is going to 100%. uh, stranglehold
and cinch their ability for growth. Um, it is
not saying that it's not important, but most
of the time when people bring that phrase up,
it's because they're trying to shut down or avoid
conversations about marketing tactics or marketing
campaigns that they don't want to pay for, don't
want to do because they've been burned too much
in the past, or they haven't figured out in the
past. I feel like the waste of money and stuff,
but while word of mouth is important, if you're
using that as a shield, To get yourself out of
conversations regarding growth, that only exposes
your weakness. So I'm with you 100 % on that
reality. No, business is not easy. As an optimistic
realist, 96 % of businesses fail. within 10 years,
4 % barely survive. And we can get to the strategies
of growth that work, but we have to be able and
willing to talk about it. So I love that you
serve people on that niche. You've got a theory
on this. You've got not just a theory, you've
got a very simple map. The tech people will love
this. The non -tech people will still love it
too. They just won't understand it as much, but
I think what you did here at API. Let's talk
about your version of API audit plan and implement.
What a brilliant reality. Let's walk through
that. Yeah, well, I came out of it because my
background, I've been doing marketing. I also
went into digital. It was kind of by accident
because when I first went into marketing, I was
the only person that understood online and tech.
And it was also at the era where social media
was just appearing on the scenes. I'm not showing
my age, but that was when I started. So I started
at a very infinite stage of when social media.
and i could see the opportunity social media
had for marketing because it changed it was going
to change how we did marketing suddenly it became
from broadcast to conversational and we had to
learn how to listen and communicate in very different
ways with our customers to understand their needs
and wants which was a massive resource because
we could get smarter with our marketing so that
was where i started so hence the did so i then
got everything to do with digital basically from
there on in so whether it's website email anything
like that it came through me And I ended up heading
up digital teams, which as a digital leader,
you tend to manage everything from content through
to brand, through to training staff, through
to digital transformation. So you do an awful
lot. That's where the API method came from. So
that was the play on the words of API, which
is a system within digital. So API stands for
audit. So this is. We've always got to know where
we are right now. Where are we now? Because unless
we know where we are, we don't know where we're
going to get to. So we need to be real honest
with where we are right now. So that is the first
part of our method. So when I work with people,
I start with right. Let's get into the nitty
gritty. What's going on right now? Let's get
it all out on the table because once we know
where we are. I can get an idea of where we can
go. Auditing is huge. And if any of your marketing
strategists, your agencies are skipping that
step, you are diving in with the wrong type of
yes man or yes woman. And auditing is critical.
Give one tiny example on that. Nautical Dental
back in the day, I went in, I audited what they
were up to. They had billboards, they had snail
mail newsletters, and they had a social media
manager who was doing custom posts. The social
media manager's personalization and custom posts
when looking at that report led to a whopping
three new likes and a grant in a month. No, it
was two new likes, two new likes and a grant
in a month. There was three others who were part
of the team who were continuing to like. And
I said, look, I can go around this office building
right now and gather you likes. All you got to
do is pay me $350 per like, because that's what
you're paying right now for these social posts
that are absolutely wonderful looking, but garbage
from a strategy standpoint. And so auditing,
they then had $700 they could commit to other
important growth mechanisms. And notice everybody
is listening. I'm not crucifying digital marketing,
but I'm also not hanging out to dry traditional
either. The traditional. components that they
were using were massively producing great results
for this company as well we can't over simplify
this we've got to work with people who understand
how to audit who understand how to evaluate and
then understand how to plan and implement so
i love that you start with audit i wish more
people naomi would focus on that please continue
on with audit or feel free to jump into plan
yeah well with the audit the other big thing
that i spend more time talking about is who the
people are we're talking to who are the customers
who are going to buy from us this evolves over
time so you'll probably start with one ideal
customer in mind or ideal client and it will
probably evolve as you grow that's just a natural
attrition of business but you need to know who
they are because if you don't you're talking
to nobody you are putting you're going in the
wrong places you can't get a real clear idea
of what you should be doing and a bit like you're
saying you you've got two likes but that's probably
because they were talking to the wrong people
in the wrong places so well they weren't understanding
that facebook does not have a reach mechanism
for businesses and it's not designed to um it's
meant to retain an existing audience that already
loves the brand um and so the reach out mechanism
is advertising um and advertising has its own
reality of like people don't want to talk about
it but in reality it's like the Kickstarter campaign.
If you want to know if you have a good offer,
put it in front of people who are supposed to
hate the offer. If they like it, that's a really
good sign that your warm market will like it
too. I do want to touch on your point here. So
there's this thought process of who and who you're
reaching. I agree with it. We use this as a big
piece of what we did at VideoPower .com and running
some of the most viral video ad campaigns of
all time. However, I will caveat that with we
never ran campaigns for companies that weren't
already incredibly well established at Video
Power. And the reason why I mention that is a
lot of you have opened business models where
you're not really fully committed to the business
owner or business model yourself. You're doing
it because of some cerebral reality. And yes,
you can find the demographics and the psychographics
of that. But my hope is that as you get ready
to. audit the audience that whoever's working
with you also audits are you in the right business
um right are you actually fully dedicated to
this process and we can talk more about the uh
the audit of who if we want to but the uh i'll
also lead with nick therio uh facebook ad uh
guru uh he spent 10 million last year on facebook
ads made 100 million i'm a huge fan of his work
him and i both believe very strongly that don't
outsmart the AI algorithm or your own intuition.
You know who you're designed to serve, and the
AI algorithm will get you in front of the right
people if you have the right ad. If you do not
have the right ad, you will not reach the right
people. But I'm definitely open to psychographics,
demographics, and other things, Naomi. If you
have some pieces you want to put into that, if
not, we can move to plan. your call yeah no completely
because when you understand your client you know
what's going to resonate with them you know what
stories to tell them and you know how to connect
ultimately people buy from people or they buy
from brands that they resonate with they connect
with so they aren't looking for products or services
they're looking for solutions and outcomes so
we have to understand who the people are and
the problems they have or the needs that they
want to be served so that we can get there 95
by based on emotion 95 of the decisions decisions
we make are based on emotion and then we back
them up with logic that is the key thing when
it comes to understanding how we market we're
not selling ideas we're selling feelings so it's
about what we make people feel not what we're
selling to them so that i would agree with that
with general pop general pop for sure 100 however
those of you who are visionary leaders leading
other leaders i would actually say it's it's
dead wrong but here's why Um, we don't, I don't
buy things based on pain or pleasure because
I have an elite mentality. That doesn't mean
that I'm an elitist. It doesn't mean I'm better
than people, but LeBron James, if somebody comes
up to LeBron James and says, Hey, uh, don't do
that workout. That's going to hurt you. You know,
you're gonna feel a lot of pain regarding it.
He's not going to want them in his life too.
If they come to him and say, Hey, have the pleasure
of ice cream today. He's going to say, no, I
don't need the ice cream right now. Why? Because
he's driven based on. purpose. And people who
are driven based on purpose, they have an automatic
red flag sensor for anybody who's manipulating
pain and pleasure in their life. And so feelings
then, you know, if you want to, if you want to
offend a doctor in your advertising and you're
trying to get doctors to your workshop or something,
put one exclamation point. in your ad. You put
one exclamation point in your ad, you're toast.
You ask one leading question, you're toast. You're
not going to get into their heart and mind. So
the tactics, the emotional intelligences that
exist, they're a little bit more vast than just
the idea of pain and pleasure. I highly recommend
considering purpose and perhaps there's other
mechanisms as well. But I think it goes back
to your bigger point, Naomi, which is we've got
to do enough to connect with that audience right
and no well wait a second what does that audience
actually look for and i love that you turned
for instance in your story to the bread competition
because that was a brilliant way of getting in
front of the whole audience and your competition
at the same time and like i was like oh my gosh
that is such a cool idea for market research
first yeah absolutely and sometimes it is about
thinking outside the box as well and how we kind
of get out there so that kind of leads on to
the plan section that that's where from audit
we go into plan so once we know where we are
and we get an idea of who would who we want to
help and what we want to do or where who you
want to serve we need to put that plan in place
to get there so we kind of covered this a little
bit by talking about some of the tactics but
this is about the plan you need a plan i mean
it doesn't have to be a long plan it could be
on a post -it note but if you don't know where
you're going then you're never going to get there
that's the thing we'll end up floating without
really any parameters so having that plan gives
you a framework and the majority of the time
the plan you set out the start isn't the plan
you end with but it's the start of your framework
it's being able to accept that not everything's
going to go right if i'd stuck rigidly to my
plan opening my cafe bar it would have never
opened because there were so many things i didn't
know there were so many legal things i didn't
know and it kind of grew as i went along but
i knew the timelines i had that framework and
that's what i help what when i see really successful
businesses they all have plans they all have
a plan to get to where they want to do and they
know quite clearly but they also monitor what
they're doing so this kind of goes then into
the next section i'm going to support you on
this though real quick because they all all those
businesses have plans but the key is the person
who hates plans is not the one who created the
plan So Henry Ford did not need to create the
plans for the growth of his company. In fact,
he needed his mind free to be a visionary. And
most of you as visionaries need that somebody
by your side who's going to help with the planning
and who's also going to help with the management
of the past things that have happened. And they
need people too. You're not going to be able
to win at scale in most cases as a solopreneur.
I've never met a solopreneur who is successful.
Ever. I've met a lot of pretenders. I've met
a lot of people who say they're doing well and
then fizzle out and fail. But I have not met
that unicorn who can do it all by themselves.
And so if planning is something that intimidates
you, all the more reason to pick the phone up,
talk to Naomi, talk to me, talk to Nick Theriault,
like whoever you gravitate towards and usually
interview three to 10 different people. for that
process and then get somebody in charge who loves
the idea of implementing plans but i'm a big
fan of the saying if you fail to plan you plan
to fail we've got to have plans it's it's super
important so then you're going to go on to i
believe implementation but don't let me yeah
i think you're right i mean i'm going to kind
of reiterate that point because recognizing our
skill set is so important we need to know as
our role as a leader what we play in our business
what is it that we are going to do and what is
the things that only we can do as leaders we
have to think like a ceo we have to think like
that leader position and recognizing where we
are where our weaknesses are is the strength
in your business so knowing if something takes
up your time and capacity or there is something
that you can't do like tech tech is one of the
biggest holdbacks in business yes it is someone
else how many people do we talk to that are trying
to fix their darn calendar settings right it's
like what are you doing like you're not a technology
officer why are you playing with that so go ahead
i know and it but the thing the reality is though
you are costing your business money by doing
it when someone can do it in half the time and
at half the cost you're still a cost even your
time is a cost and we have to think like that
that's where we've got to be different with our
business it's you think well it's free it isn't
it's your time you could be working with clients
that you actually need to work with or finding
the clients that you need to work with in that
point so work out what you need to do to delegate
i also will iterate that for people particularly
starting up having the budget Often it comes
down to financials, isn't it? I can't afford
to do that. That's often, it's money confidence.
That's a mindset, not a budget though. That's
a mindset, not a budget problem. Yeah. There's
a solution. There are always solutions to this.
There are ways around it. You did it. You kickstarted.
You found a crowdfunding opportunity. You found
a way. When there's a will, there's a way. When
there's an excuse, I wish I had something funny
to say about the opposite of that. But when there's
an excuse, good luck. You're going to... You're
going to get exactly what you feel is your reality.
And you have to be able to come up with ways
to find the budget. Yeah. Please, please. This
is all yours. Go on this one. Yeah, absolutely.
Not having the money is an excuse. It's not a
solution. So let you know, if you're determined
to get there, figure out the ways of what you
need to do to get there. It's there are so many
options out there. There is more than one. So
take. Have a look, work out what the solutions
are and get that plan in place. Those of you
who truly do not have the money, because there
is the truth on that, stop with the whole entrepreneur
thing and go to a church and ask for help financially.
If that is where you are at, if you literally
do not have the money, then go get help. Entrepreneurship
is not for broke people. It is not something
that is easy. It is something that is incredibly
hard. And you either have to have the backing
and people who can give you the money. Other
people's money is how most entrepreneurs grow.
You need that or you need to go get help. Right.
That is so that there is. But most of you are
just using the mindset because, again, you want
to escape the marketing conversation. You want
to escape talking to consultants. You want to
escape actually putting resources towards it.
You got fear of success or fear of failure going
on. All of that is mindset reality. Again, unless
you're in a position where you need money, go
get help. Please. One caveat. Yeah, absolutely.
I would agree with that. And I think on that
point, it's about being really realistic on where
you are. Business is not a quick win. You're
not going to get the journey from getting clients
is longer than you think. You might get lucky
and get one very quickly. business growth is
a long -term game we're not we're not here for
the short -term wins sometimes yeah we can get
those they are great but they're also the problem
with the luck right is the downfall is tragic
oh i'm right and it's like And we've seen that
in the last 12 months where people were able
to ride high on the online world of COVID and
the pandemic where business has changed. And
then everybody had this slight dip where the
world started to kind of try and normalize itself
again. I feel so bad because I want to do like
three hours of conversations about A and then
P and then I, like completely separate three
hours because you just, you got so much greatness
to unpack. So let me move you on to implement
because I keep interrupting you. we have kind
of so the implement bit is a bit which we find
hard it's doing the plan it's actually sticking
to it and doing it being consistent showing up
monitoring putting in those strategies so you
can see what is and what isn't working one of
the biggest things that i see business owners
not doing is not looking at what's going on not
seeing the results really understanding what
it is because that will give us more information
that we can learn and grow from I'll challenge
that, though. I got to challenge that because
it's I don't want the business owners doing that.
I want the business owners to have somebody who
does that because they need they can't be looking
in the rearview mirror and driving forward at
the same time. All right. But you have to have
somebody who does it. I see a lot of. A lot of
entrepreneurs, they move forward on the marketing
plan, but then they turn around and spend their
whole time looking at, well, wait, what has the
team done? Why hasn't the team done this? And
they lose their leadership capacity. They lose
the ability to inspire the team because now they're
micromanaging versus allowing the plan to move
forward and flow. And they're not paying attention
to where they're going anymore. So I'm going
to go back to the delegation principle of if
you've hired a team. and you feel they are the
right team, then for heaven's sake, trust them
to do their job according to the timeline. And
if you jump in in mile nine of a 10 -mile race,
throwing a fit and saying we're never going to
make it, you just ruined the ability for them
to finish their race. We have to have more discipline
than that in the implementation phase as entrepreneurs.
So either commit to it and do it and fail, or
commit to it, do it, and win. but stop trying
to get in get like ruin the process so what are
your thoughts on that naomi am i wrong on this
or is this something i absolutely agree that
delegate and let people do their jobs but be
what i would say is think about how you're going
to check the data so when i'm talking about seeing
what's working you need to know what's not working
and what is working because you are the visionary
so if something is working then you need to figure
out what what's the next step so api kind of
goes around in a circuit we need to keep doing
it quite regularly yes so we don't need to do
it daily we need to put it in so when you're
looking when i'm talking about monitoring i'm
not talking about the nitty -gritty every single
day i'm talking about the what's the top level
report what does that tell us what's not working
what is working what do we need to refine let's
evaluate and then we can get it better that's
where i come that's what i think so delegation
absolutely let people do their jobs also newsflash
you might not be the best person to know how
to do that job correct i'm not yes so let the
biggest mistake i've ever made is interfere and
what my team are really good at yes I love that.
And I know a lot of you starting out were like,
well, it's just me. Why not start it by changing
that mindset? Instead of saying, oh, I have to
start this alone. You have an opportunity to
say, wait, I can start this with people. You
don't have to go to McKinsey & Company and pay
$20 ,000 for consultation. I'm not saying you
shouldn't. They're probably good at what they
do. I'm not saying you can't go to Virgin Startups.
All right. And feel free to look it up. So at
least you know what paths are available to you
and see, OK, they take on 100 applicants every
quarter. Maybe you qualify for Richard Branson's
team to work with you. I mean, I would do it.
You know, like that's a great team to potentially
work with. So but you have Naomi. Again, you
got you got to get all sorts of opportunities
out there. And if you evaluate well on the front
end. Right. If you if you audit. the person that
you're trying to work with, and then you plan
well with them and they come up with a great
implementation plan, then of course, let them
implement. And that's where I see so many entrepreneurs
go wrong is they bring somebody in who had a
yes man nature and they didn't audit well. They
create some haphazard plan with some fake forecast
of we need three months for this SEO thing to
work out and the entrepreneur within a month
and a half. It's already freaking out and saying,
well, wait, we didn't get the results and we're
not there yet. What? It doesn't look like we're
on the right thing. Well, that's not how it works.
And so I won't work with companies like that,
by the way. You won't even pass our interview
process on our end. But what Naomi's talking
about, her brand presence as well, the energy
that you bring, Naomi, I'm super honored by.
I absolutely love it. So those of you who want
to connect with Naomi, you can go to Google and
search up Naomi C. Rose. And we've got the website
right here, too, which is. Naomi, N -A -O -M
-I -C -R -O -S -E dot C -O. So NaomiCRose .com.
Just forget the M. Leave the M off of that and
you'll get there just fine. And you can have
a strategist helping you in this process of building
a vision. Where there is no vision, the people
perish. The same thing is true for brands. And
there's no reason to do that. Start with people
who can help you take things to the next level.
Naomi, is there any final thoughts, anything
that you'd like to share at the end of the episode?
I think one of the things that I found really
hard when I first went into business is I compared
myself to everybody else. I completely suffered
from comparisonitis. I was obsessed with reviews
of everybody else and how I compared. And I was
like, but how are they doing well and I'm not?
And then I realized, well, people don't come
to me because of... what i'm selling they come
because of me because of my story so what i would
say is if you are starting out there is there
is room for everybody in this big world whatever
your idea is you're probably not going to be
unique someone would have already probably done
what you've done and that's great but people
aren't going to buy your services they're buying
you they're buying what you do so just be confident
in that and just keep your vision your business
is not cookie cutter so just create the business
that works for you i love that i love it so much
um i got stuck for many years trying to be the
best it was a problem way back in high school
probably middle school i wanted to be the best
and it made me justify when i was the best to
just rest on my laurels to sit back i was never
aware of the reality of being my best Right.
And just being the best that I can and allowing
the right people to gravitate towards me and
appreciate me at my best. And that same principle
applies exactly what you're talking about with
business. If you can go out there and serve people
to the best of your ability. you will find and
attract the people who will support you for your
brand, for your vision, for your business. And
you have people like Naomi and I in the world
who are constantly looking for people like you
who want to be your best and want to create amazing
things in the world. We are here to help and
support that. We hope that if you have a vision
that you join us as well on the show in the top
right corner, you're going to see a button that
says, be our guest. If you've got a vision, even
if you're not an award -winning baker. Even if
you're not an incredible strategist and marketer
like Naomi, even if your vision is local and
smaller, if your vision is to serve and help
others, we would love to hear it on this platform
and on the show. And we will see you guys all
on the next episode of Vision Pros Live. Take
care, everybody. Thank you for being here today.
I'm really happy that you tuned into Vision Pros
Live. I'm looking forward to seeing your reactions
as these episodes continue to move forward. This
is going to get more and more fun. We'll have
more and more engagement as well. We'll invite
people to participate in the show. And thank
you for giving us your time and attention. Have
an excellent time building out your vision.