WEBVTT 00:00:00.000 --> 00:00:02.740 I'm excited about this interview. We've got Kristen 00:00:02.740 --> 00:00:04.940 Zhivago on the show today, and we're going to 00:00:04.940 --> 00:00:07.320 be talking about leadership secrets in the age 00:00:07.320 --> 00:00:10.359 of AI and the missing ingredients of relevance, 00:00:10.779 --> 00:00:14.859 decisiveness, and embracing humanity authentically. 00:00:14.919 --> 00:00:17.760 Guys, we have a goldmine of wisdom to be able 00:00:17.760 --> 00:00:19.420 to dive into with Kristen. She's got decades 00:00:19.420 --> 00:00:22.679 of experience, and she's also a revenue strategist. 00:00:22.679 --> 00:00:23.960 So this is going to be a lot of fun. Kristen, 00:00:24.000 --> 00:00:25.379 thanks so much for joining me on Vision Pros. 00:00:25.559 --> 00:00:29.339 My pleasure. Thanks. Yeah, absolutely. So what 00:00:29.339 --> 00:00:33.780 what inspired you to to set the title revenue 00:00:33.780 --> 00:00:36.240 strategist? And how did you get into that or 00:00:36.240 --> 00:00:38.880 how did you evolve throughout that? Feel free 00:00:38.880 --> 00:00:40.219 to go whichever direction you want with that, 00:00:40.259 --> 00:00:45.100 Kristen. I actually started out with an agency 00:00:45.100 --> 00:00:48.399 with my husband in revenue in Silicon Valley. 00:00:49.439 --> 00:00:51.579 And we did that until the Mac came out. That 00:00:51.579 --> 00:00:56.079 tells you how long I've been around. Yeah. And 00:00:56.079 --> 00:00:59.560 he was doing graphics. And I looked at him and 00:00:59.560 --> 00:01:01.100 said, they're all going to take it in -house. 00:01:01.140 --> 00:01:03.700 So you may as well retire. He made beautiful, 00:01:03.700 --> 00:01:05.859 functional things like these speakers behind 00:01:05.859 --> 00:01:11.129 me. And I reinvented myself. I called myself 00:01:11.129 --> 00:01:14.390 a revenue coach, and I spent some decades doing 00:01:14.390 --> 00:01:16.890 marketing and sales turnarounds for companies 00:01:16.890 --> 00:01:20.909 of all sizes, all the way up to IBM. And then 00:01:20.909 --> 00:01:25.730 in 2017, I realized that there were a lot of 00:01:25.730 --> 00:01:28.810 midsize, successful, otherwise successful companies 00:01:28.810 --> 00:01:31.670 who were not keeping up with the whole digital 00:01:31.670 --> 00:01:35.900 transformation. So we opened a digital agency 00:01:35.900 --> 00:01:42.859 and then AI wiped out our industry. Just like 00:01:42.859 --> 00:01:49.340 that. This is the most disruptive pattern I've 00:01:49.340 --> 00:01:53.840 ever seen in tech. So I decided that we were 00:01:53.840 --> 00:01:56.099 going to expand our services and take advantage 00:01:56.099 --> 00:01:59.760 of all my turnaround experience and my tech experience. 00:02:00.840 --> 00:02:03.739 uh and so what we do now is we do a revenue growth 00:02:03.739 --> 00:02:08.800 assessment so we find the sales stoppers because 00:02:08.800 --> 00:02:12.800 i'm all about the buyer journey and uh remove 00:02:12.800 --> 00:02:16.419 them find them and remove them and then build 00:02:16.419 --> 00:02:20.240 campaigns that take advantage of uh you know 00:02:20.240 --> 00:02:23.379 that makes it easy for the customer to buy when 00:02:23.379 --> 00:02:25.599 they come to the company and there's all kinds 00:02:25.599 --> 00:02:30.090 of sales stoppers Oh, yeah. I love that you talked 00:02:30.090 --> 00:02:33.610 about that. So cool. So, OK, two quick directions. 00:02:33.710 --> 00:02:35.889 That means that you're probably familiar with, 00:02:35.969 --> 00:02:38.990 if not a fan of the moments of truth. And this 00:02:38.990 --> 00:02:40.750 is a concept that so many people have forgotten 00:02:40.750 --> 00:02:43.129 about. Google resurrected a few years ago with 00:02:43.129 --> 00:02:44.909 the zero moments of truth and how the Internet 00:02:44.909 --> 00:02:47.849 really disheveled the customer journey mapping 00:02:47.849 --> 00:02:50.370 experience. But there aren't very many visionaries 00:02:50.370 --> 00:02:51.909 who understand these concepts. And these are 00:02:51.909 --> 00:02:54.729 core, critical, essential elements of being able 00:02:54.729 --> 00:02:56.750 to create visions and especially when you create 00:02:56.750 --> 00:02:59.409 a vision at scale. So I'm going to go out on 00:02:59.409 --> 00:03:01.810 a ledge and call you my Professor McGonagall. 00:03:01.849 --> 00:03:04.050 For those of you who are familiar with Harry 00:03:04.050 --> 00:03:05.849 Potter, are you familiar with who that is, Kristen? 00:03:06.669 --> 00:03:09.669 No, I'm not a big Harry Potter fan. I know everybody's 00:03:09.669 --> 00:03:12.770 going to say, oh, wow, you missed out. That's 00:03:12.770 --> 00:03:14.270 okay. Those who aren't are going to love you 00:03:14.270 --> 00:03:17.110 more than me in that case. But this is the lady 00:03:17.110 --> 00:03:19.490 who is, she's one of the professors. She's been 00:03:19.490 --> 00:03:21.729 around for decades and she's got way more wisdom 00:03:21.729 --> 00:03:23.710 and way more strength. People underestimate her 00:03:23.710 --> 00:03:26.729 all the time. time. My friends, my visionaries, 00:03:26.750 --> 00:03:29.430 do not underestimate the people who have decades 00:03:29.430 --> 00:03:32.129 of wisdom on you. There is so much relevance 00:03:32.129 --> 00:03:34.849 and so much that we can learn from people who've 00:03:34.849 --> 00:03:36.770 been around the block and seen things, understand 00:03:36.770 --> 00:03:39.030 the world that we're living in with a lens that 00:03:39.030 --> 00:03:41.729 goes well beyond what we can see. So Kristen, 00:03:41.789 --> 00:03:45.210 with that said, any thoughts on wisdom itself 00:03:45.210 --> 00:03:47.729 and on your direction and what you're capable 00:03:47.729 --> 00:03:51.280 of bringing to the table in today's world? You 00:03:51.280 --> 00:03:53.900 know, I mean, I'm in a CEO master class right 00:03:53.900 --> 00:03:56.039 now. I just thought it'd be an interesting thing 00:03:56.039 --> 00:03:58.960 to do. And there's about 40 other CEOs in the 00:03:58.960 --> 00:04:03.139 class. And I'm a little shocked at how much more 00:04:03.139 --> 00:04:06.340 I know about marketing than the people in the 00:04:06.340 --> 00:04:09.840 class. And it's because most people, even CEOs 00:04:09.840 --> 00:04:12.539 that hop around for private equity companies 00:04:12.539 --> 00:04:16.459 and so on, they work at, I don't know, four companies 00:04:16.459 --> 00:04:19.319 in their lifetime, especially at the higher levels. 00:04:20.220 --> 00:04:24.620 And I've actually helped hundreds of companies 00:04:24.620 --> 00:04:29.720 get out of the way of themselves and actually 00:04:29.720 --> 00:04:34.519 get past the politics and the old procedures 00:04:34.519 --> 00:04:38.800 and the legacy applications and all of that and 00:04:38.800 --> 00:04:41.060 look at everything through the buyer's lens. 00:04:44.170 --> 00:04:46.829 money comes from buyers and people forget that 00:04:46.829 --> 00:04:50.470 they they get vendor funding or something and 00:04:50.470 --> 00:04:54.310 they forget and it isn't until you put on your 00:04:54.310 --> 00:04:57.230 buyer's hat which is what i talk about in my 00:04:57.230 --> 00:05:00.329 book i say stop selling for a second think of 00:05:00.329 --> 00:05:05.149 your experiences as a buyer and how many times 00:05:05.149 --> 00:05:08.250 have you been frustrated because you couldn't 00:05:08.250 --> 00:05:12.069 find the answer or or they disappointed you somehow 00:05:12.839 --> 00:05:16.060 And it happens a lot in software where you think 00:05:16.060 --> 00:05:19.480 something can do something. You try it and you 00:05:19.480 --> 00:05:22.040 just, oh, man, that's a showstopper. I needed 00:05:22.040 --> 00:05:24.759 that thing. Or somebody says they can do it and 00:05:24.759 --> 00:05:28.339 they can't. You know, the program can't. So it's 00:05:28.339 --> 00:05:33.360 a disappointment laden area. And sellers don't 00:05:33.360 --> 00:05:36.639 even come close to realizing how frustrated their 00:05:36.639 --> 00:05:40.800 customers are. Well said. And I think it's so 00:05:40.800 --> 00:05:42.759 important that that means that those of us who 00:05:42.759 --> 00:05:45.180 are visionaries, we get the chance to lean in 00:05:45.180 --> 00:05:48.240 and think, man, how frustrated might our buyers 00:05:48.240 --> 00:05:51.660 be with our processes? And that can unleash a 00:05:51.660 --> 00:05:54.339 whole opportunity of gold. It reminds me of Bill 00:05:54.339 --> 00:05:56.600 Gates talking about how people who complain about 00:05:56.600 --> 00:05:58.660 your company are some of the most important people 00:05:58.660 --> 00:06:01.899 to listen to. What are they complaining about? 00:06:02.000 --> 00:06:04.079 Because they probably have something that's valid 00:06:04.079 --> 00:06:06.879 that if we fix could open an entire new stream 00:06:06.879 --> 00:06:09.259 of opportunity. So listening and taking great 00:06:09.259 --> 00:06:12.360 care of people. Kristen, we've got leadership 00:06:12.360 --> 00:06:14.899 secrets in the age of AI. I think you just released 00:06:14.899 --> 00:06:17.160 one of the biggest secrets that could possibly 00:06:17.160 --> 00:06:20.620 be there in two ways. One, the sales stoppers, 00:06:20.639 --> 00:06:23.199 paying attention to those. And two, paying attention 00:06:23.199 --> 00:06:26.790 to... what might be frustrating people who are 00:06:26.790 --> 00:06:29.810 not as excited and not as interested in our products 00:06:29.810 --> 00:06:32.529 and services as we are ourselves. So we also 00:06:32.529 --> 00:06:34.110 talked about how this is going to be about the 00:06:34.110 --> 00:06:36.389 missing ingredients of relevance, decisiveness 00:06:36.389 --> 00:06:39.689 and embracing humanity authentically. Let's go 00:06:39.689 --> 00:06:41.589 ahead and let's go and open the door for one 00:06:41.589 --> 00:06:43.850 of those before we take a quick break. Which 00:06:43.850 --> 00:06:45.670 ingredient should we dove into first relevance, 00:06:45.949 --> 00:06:49.089 decisiveness or embracing humanity authentically? 00:06:50.829 --> 00:06:53.839 Well, you can't really. understand the relevance 00:06:53.839 --> 00:06:56.759 and you can't make decisions that are going to 00:06:56.759 --> 00:07:01.040 work unless you embrace the fact that your customers 00:07:01.040 --> 00:07:03.740 are human beings and they're trying to do something. 00:07:03.899 --> 00:07:06.680 They have a process that they're trying to, it's 00:07:06.680 --> 00:07:09.399 on their to -do list, do this, buy this thing. 00:07:09.660 --> 00:07:13.579 They're trying to spend money and everybody forgets 00:07:13.579 --> 00:07:16.139 that and they start persuading them and pushing 00:07:16.139 --> 00:07:19.639 them and getting impatient with them and sort 00:07:19.639 --> 00:07:23.279 of ignoring their basic needs. I have to say 00:07:23.279 --> 00:07:27.519 one thing about that. I've realized the most 00:07:27.519 --> 00:07:30.240 important thing when you're selling is the mindset 00:07:30.240 --> 00:07:33.199 of the customer when they set out to buy. And 00:07:33.199 --> 00:07:37.160 it consists of their desires, their concerns, 00:07:37.319 --> 00:07:40.779 and their questions. Those are three hoops you 00:07:40.779 --> 00:07:42.860 have to jump through before you can make a sale. 00:07:43.439 --> 00:07:46.379 Nobody studies this. Everybody does personas. 00:07:46.720 --> 00:07:51.540 They develop some. A mythical character who's 00:07:51.540 --> 00:07:54.660 their perfect customer when they've never even 00:07:54.660 --> 00:07:59.240 talked to a customer. And that's criminal. And 00:07:59.240 --> 00:08:01.980 I'm determined before I kick the bucket that 00:08:01.980 --> 00:08:06.360 people finally get this concept. You need to 00:08:06.360 --> 00:08:09.360 ask your current customers why and how they bought 00:08:09.360 --> 00:08:12.160 from you and what was their mindset. That's what 00:08:12.160 --> 00:08:16.000 you need. And then you can do campaigns that 00:08:16.000 --> 00:08:19.040 work. Then you can be relevant. then you can 00:08:19.040 --> 00:08:23.000 make good decisions based on truth. I love that. 00:08:23.339 --> 00:08:26.379 This is, you know, first time I had learned about 00:08:26.379 --> 00:08:28.319 what you're talking about, I was at Video Power 00:08:28.319 --> 00:08:31.069 Marketing with Jake Larson. um he's known as 00:08:31.069 --> 00:08:33.009 youtube ad expert of the world and he's very 00:08:33.009 --> 00:08:35.549 very good at building campaigns and he was the 00:08:35.549 --> 00:08:37.789 first market i saw that instead of diving into 00:08:37.789 --> 00:08:40.590 demographics alone he also dove into the psychographics 00:08:40.590 --> 00:08:43.690 um and started to look at some of these questions 00:08:43.690 --> 00:08:46.210 that you're talking about but not quite with 00:08:46.210 --> 00:08:48.370 the precision that you just mentioned so there's 00:08:48.370 --> 00:08:51.409 opportunity to dive in even further into again 00:08:51.409 --> 00:08:55.409 desires concerns and questions and why and how 00:08:55.409 --> 00:08:59.259 people came in and bought from us and That along 00:08:59.259 --> 00:09:03.519 the way, as I studied the marketing funnel, I 00:09:03.519 --> 00:09:05.759 love that people draw the marketing funnel with 00:09:05.759 --> 00:09:09.139 breaks in it because it reminds me of exactly 00:09:09.139 --> 00:09:10.940 how it is. It's a horrible funnel. It doesn't 00:09:10.940 --> 00:09:12.840 have hardly any of the things that we need to 00:09:12.840 --> 00:09:15.179 know. And if you were to try to pour milk into 00:09:15.179 --> 00:09:17.500 a broken funnel, you know what a disaster that 00:09:17.500 --> 00:09:20.720 would be. I love that. I love that. That's so 00:09:20.720 --> 00:09:23.879 good. Yeah, that is really good. I'll use that. 00:09:24.399 --> 00:09:28.490 Kristen, I was working with. Carolyn Thomas Twaddle, 00:09:28.549 --> 00:09:31.330 Thompson Twaddle, Carolyn Thompson Twaddle. She 00:09:31.330 --> 00:09:34.210 wrote this great book called living in alignment 00:09:34.210 --> 00:09:36.929 with your God -given design, living in sync with 00:09:36.929 --> 00:09:38.870 your God -given design. It's been a while. Um, 00:09:39.029 --> 00:09:42.450 and she is somebody who can unlock peace and 00:09:42.450 --> 00:09:44.929 calm and people very, very easily. Her persona 00:09:44.929 --> 00:09:47.330 does it alone and she's just amazing. And so 00:09:47.330 --> 00:09:50.009 here I finished my session with her in the state 00:09:50.009 --> 00:09:52.389 of peace and calm. I go and work out, I go and 00:09:52.389 --> 00:09:55.690 shower and that shower. I got a I got a revelation 00:09:55.690 --> 00:09:58.610 and inspiration about this. Again, awareness, 00:09:58.629 --> 00:10:01.149 consideration, intent, et cetera. Visionaries, 00:10:01.149 --> 00:10:02.629 this is a revelation for all of you. You will 00:10:02.629 --> 00:10:05.570 not find this online. If you want to create relationships 00:10:05.570 --> 00:10:08.769 with people based on healthy boundaries, sure, 00:10:08.870 --> 00:10:11.330 you can trick anybody into Netflix and chilling 00:10:11.330 --> 00:10:13.610 or going fast with some guarantee. And they're 00:10:13.610 --> 00:10:15.830 going to cancel just as fast as they commit because 00:10:15.830 --> 00:10:19.149 it's unhealthy. And they know it too. But most 00:10:19.149 --> 00:10:20.889 people who are holistic, the people who will 00:10:20.889 --> 00:10:23.639 buy well from you. If you would, instead of starting 00:10:23.639 --> 00:10:26.279 with inviting and offering, you would start with 00:10:26.279 --> 00:10:31.080 intrigue, attract, and inspire. Intrigue, attract, 00:10:31.340 --> 00:10:33.879 and inspire. I don't ever send an invitation 00:10:33.879 --> 00:10:37.179 to somebody if they're not inspired. They have 00:10:37.179 --> 00:10:39.419 to be inspired enough to act and say, hey, I 00:10:39.419 --> 00:10:41.100 want to know more about this. I'd like to be 00:10:41.100 --> 00:10:43.700 invited. And I see the billion -dollar companies 00:10:43.700 --> 00:10:45.480 all leaning down. I don't know how they figured 00:10:45.480 --> 00:10:46.620 it out, but they did. That's why they're billion 00:10:46.620 --> 00:10:49.000 -dollar companies. They understand the idea of 00:10:49.000 --> 00:10:51.990 respecting human nature. and survival instincts 00:10:51.990 --> 00:10:54.590 and so those are some other pieces at the core 00:10:54.590 --> 00:10:57.769 of diving into what do we really know as leaders 00:10:57.769 --> 00:11:02.710 about embracing humanity authentically and right 00:11:02.710 --> 00:11:05.970 now in the age of ai if you skip that step you're 00:11:05.970 --> 00:11:08.090 going to build a bunch of garbage and you're 00:11:08.090 --> 00:11:09.769 going to build a bunch of garbage that can end 00:11:09.769 --> 00:11:12.460 up Pushing you off of a cliff. Entrepreneurship 00:11:12.460 --> 00:11:15.120 is a bloody sport. It is not an easy thing to 00:11:15.120 --> 00:11:16.940 do. So if you're taking your vision towards the 00:11:16.940 --> 00:11:19.960 route of entrepreneurship, then I would highly 00:11:19.960 --> 00:11:22.240 recommend diving into what Kristen's talking 00:11:22.240 --> 00:11:25.220 about. Dive in with her. Go with the experts. 00:11:25.379 --> 00:11:27.620 Don't do it alone. Get them by your side and 00:11:27.620 --> 00:11:29.919 see what you can do to inspire them to want to 00:11:29.919 --> 00:11:32.539 help you build what you're up to. So I talked 00:11:32.539 --> 00:11:35.940 a lot going into the break. We're going to hit 00:11:35.940 --> 00:11:38.509 real quick. the next point we're going to make 00:11:38.509 --> 00:11:41.289 kristen beyond the human we'll keep humanity 00:11:41.289 --> 00:11:44.490 and authenticity with our human natures tied 00:11:44.490 --> 00:11:46.909 to everything we talk about but do you want to 00:11:46.909 --> 00:11:48.690 when we come back do you want to talk about the 00:11:48.690 --> 00:11:50.529 aspect of the missing ingredient of relevance 00:11:50.529 --> 00:11:52.110 or you want to talk about the missing ingredient 00:11:52.110 --> 00:11:56.350 of decisiveness i think relevance is the key 00:11:56.350 --> 00:11:58.750 thing when you're talking about marketing because 00:11:58.750 --> 00:12:01.250 if you understand it and you're practicing you 00:12:01.250 --> 00:12:03.450 really get it then you're going to make good 00:12:03.450 --> 00:12:07.299 decisions your perspective is what Your perspective 00:12:07.299 --> 00:12:10.480 is what drives your decisions. And if you understand 00:12:10.480 --> 00:12:13.139 what's relevant to the customer, you're going 00:12:13.139 --> 00:12:16.320 to make good decisions. That aligns perfectly 00:12:16.320 --> 00:12:18.840 with something Dr. Todd Snyder taught me as well. 00:12:18.879 --> 00:12:20.679 He's a peak performance expert at the highest 00:12:20.679 --> 00:12:22.899 levels. We'll come back. We'll talk about relevance, 00:12:22.960 --> 00:12:24.919 how to be relevant so you can unlock your own 00:12:24.919 --> 00:12:26.580 decisiveness as a visionary. And we'll see you 00:12:26.580 --> 00:12:28.440 guys on the next slide. All right. Welcome in 00:12:28.440 --> 00:12:31.700 to Vision Pros Live with Jackson Callum. I'm 00:12:31.700 --> 00:12:33.820 your show host. We'll be doing interviews for 00:12:33.820 --> 00:12:36.460 visionary entrepreneurs and guest leaders who 00:12:36.460 --> 00:12:48.830 are building fantastic visions out there. Hey, 00:12:48.850 --> 00:12:50.370 what's up, everybody? Welcome in another episode 00:12:50.370 --> 00:12:52.429 of Vision Pros Live. I'm your show host, Jackson 00:12:52.429 --> 00:12:54.309 Callum, founder and CEO of First Class Business. 00:12:54.429 --> 00:12:56.809 And I am like giddy with excitement about Kristen 00:12:56.809 --> 00:12:59.549 Chivago, who's on the show with me today. She's 00:12:59.549 --> 00:13:01.690 a revenue strategist who's been around the block. 00:13:01.929 --> 00:13:05.190 She was working in strategy and growth and marketing 00:13:05.190 --> 00:13:07.730 all of this back before the Mac came out in Silicon 00:13:07.730 --> 00:13:11.070 Valley. So she's had access to types of mentorships 00:13:11.070 --> 00:13:13.190 and programs. She's seen what has worked, what 00:13:13.190 --> 00:13:15.409 has failed. She's been studying this for a long 00:13:15.409 --> 00:13:17.370 time, and she's still got that curiosity and 00:13:17.370 --> 00:13:19.490 wonder and awe. of somebody who's kind of just 00:13:19.490 --> 00:13:22.190 getting started. So we're in for a huge treat 00:13:22.190 --> 00:13:23.690 with what she's bringing. And we're about to 00:13:23.690 --> 00:13:26.230 dive right back into relevance and decisiveness. 00:13:26.529 --> 00:13:28.549 Before I bring her back on, I always want to 00:13:28.549 --> 00:13:30.409 expand the wealth of opportunities that we have. 00:13:30.429 --> 00:13:32.509 We're big into networking. Your network is your 00:13:32.509 --> 00:13:34.830 net worth. Let's go with Dr. Shannon and Dr. 00:13:35.009 --> 00:13:37.929 Justin Pierce with Journey to Wellness. This 00:13:37.929 --> 00:13:39.830 is so important to me because I've sent three 00:13:39.830 --> 00:13:42.730 friends or family members to Shannon personally. 00:13:42.889 --> 00:13:44.769 I've known her for eight years. And I heard that 00:13:44.769 --> 00:13:47.860 she did some like miracle cure type stuff. So 00:13:47.860 --> 00:13:50.919 I sent my three friends to them and they helped 00:13:50.919 --> 00:13:53.940 every single one of these individuals with certain 00:13:53.940 --> 00:13:56.419 types of illnesses or diseases that their doctors 00:13:56.419 --> 00:13:58.259 had told them, like, you can't really get help 00:13:58.259 --> 00:14:01.039 on this stuff. But Shannon doesn't, she doesn't 00:14:01.039 --> 00:14:03.779 wave a magic wand to do this. She uses testing 00:14:03.779 --> 00:14:06.139 in order to help individuals figure out what's 00:14:06.139 --> 00:14:08.580 going on. And she also suffered a near death. 00:14:09.360 --> 00:14:11.559 illness herself. And she suffers with some chronic 00:14:11.559 --> 00:14:14.740 stuff that she's able to overcome. And, and again, 00:14:14.820 --> 00:14:17.080 I don't know a whole lot about the specifics. 00:14:17.200 --> 00:14:19.320 I'm not a doctor. That's not my role, but if 00:14:19.320 --> 00:14:21.220 you know somebody who's struggling with health 00:14:21.220 --> 00:14:23.480 I highly recommend checking out what they're 00:14:23.480 --> 00:14:25.759 doing at journey wellness, because I would, I 00:14:25.759 --> 00:14:27.620 just, I don't, I don't want to keep that to myself. 00:14:27.759 --> 00:14:29.139 I want to give that to everybody who's able to 00:14:29.139 --> 00:14:31.460 access them. So go check that out. And then there's 00:14:31.460 --> 00:14:33.980 Jennifer Reed with practice makes permanent. 00:14:34.039 --> 00:14:36.179 If you have a company that's struggling with 00:14:36.179 --> 00:14:39.320 your culture. One of the things you may not realize 00:14:39.320 --> 00:14:41.960 is that culture is one of the greatest, greatest 00:14:41.960 --> 00:14:44.399 needs for driving revenue and creating stability. 00:14:44.559 --> 00:14:47.480 If people don't feel great about coming to work 00:14:47.480 --> 00:14:49.659 and doing the work super well and they're not 00:14:49.659 --> 00:14:51.700 really well aligned with their individuals they're 00:14:51.700 --> 00:14:53.379 working with, then they're probably not going 00:14:53.379 --> 00:14:54.860 to show up super well for the people they're 00:14:54.860 --> 00:14:56.779 supposed to be serving. And so making sure that 00:14:56.779 --> 00:14:59.500 we figure out how to inspire people to become. 00:14:59.960 --> 00:15:02.100 the best representatives for what we do? Well, 00:15:02.220 --> 00:15:04.279 Jennifer Reed, that's one of her secrets. She's 00:15:04.279 --> 00:15:06.559 worked at several government agencies for the 00:15:06.559 --> 00:15:09.059 last 20 years. And I would say that that's one 00:15:09.059 --> 00:15:11.720 of those environments that's probably known to 00:15:11.720 --> 00:15:13.500 be one of the most difficult to create great 00:15:13.500 --> 00:15:16.240 cultures in. She's been practicing that. What 00:15:16.240 --> 00:15:18.039 I also recommend that you do is you interview 00:15:18.039 --> 00:15:20.159 Jennifer about cultural development, how she 00:15:20.159 --> 00:15:22.500 works as a facilitator. She's not a coach. She's 00:15:22.500 --> 00:15:24.799 a facilitator. She's not a consultant. She's 00:15:24.799 --> 00:15:26.639 a facilitator. But as you interview who you're 00:15:26.639 --> 00:15:28.399 going to bring in to help with those processes, 00:15:29.070 --> 00:15:31.090 ask them their personal connection to it what's 00:15:31.090 --> 00:15:32.909 their why why is it that they do what they do 00:15:32.909 --> 00:15:35.870 you can oftentimes find who's doing something 00:15:35.870 --> 00:15:38.330 because they went to school for it or who's doing 00:15:38.330 --> 00:15:40.309 something because they have a really strong personal 00:15:40.309 --> 00:15:42.090 matter as to why they're doing it and that's 00:15:42.090 --> 00:15:43.590 the type of person that i want working on my 00:15:43.590 --> 00:15:44.789 team members because they're the people with 00:15:44.789 --> 00:15:47.009 the conviction and the grit and the and the ones 00:15:47.009 --> 00:15:48.809 that are going to understand how to really bring 00:15:48.809 --> 00:15:50.990 this for the right reasons to fruition but bring 00:15:50.990 --> 00:15:53.389 your Kleenex box when you talk to Jennifer her 00:15:53.389 --> 00:15:56.549 story is one that will that moves mountains and 00:15:56.549 --> 00:15:58.429 will move you to tears then there's the water 00:15:58.429 --> 00:16:00.309 project the water project something near and 00:16:00.309 --> 00:16:01.929 dear to my heart i could use some water right 00:16:01.929 --> 00:16:03.909 now you know i'm podcasting and my water cup 00:16:03.909 --> 00:16:06.070 is empty but i've never been thirsty in my life 00:16:06.070 --> 00:16:08.429 and so this seemed really irrelevant when i found 00:16:08.429 --> 00:16:10.049 it one of my team members actually brought it 00:16:10.049 --> 00:16:11.350 up to me was like jackson why don't we support 00:16:11.350 --> 00:16:13.769 this cause and as i dove into the water project 00:16:13.769 --> 00:16:15.929 i began to see that there's children like mine 00:16:15.929 --> 00:16:18.129 throughout the world who don't even have access 00:16:18.129 --> 00:16:20.389 to clean drinking water and it made me stop and 00:16:20.389 --> 00:16:22.840 think like oh gosh You know, how many people 00:16:22.840 --> 00:16:24.899 are affected by this? There's millions in Africa 00:16:24.899 --> 00:16:26.580 who don't have access to clean drinking water. 00:16:26.659 --> 00:16:28.659 And these are kids who have to leave school to 00:16:28.659 --> 00:16:31.179 get water for the school or parents. Can you 00:16:31.179 --> 00:16:33.659 imagine having to leave work, going to get water 00:16:33.659 --> 00:16:35.600 and your boss being like, you know, cool with 00:16:35.600 --> 00:16:37.559 that? No, that's going to hold people back for 00:16:37.559 --> 00:16:39.419 generations. We have the opportunity to flip 00:16:39.419 --> 00:16:42.299 the script on that. All of us can give to this, 00:16:42.320 --> 00:16:44.779 you know, and even if you just give $10 to the 00:16:44.779 --> 00:16:46.379 Water Project, I'm not affiliated, by the way, 00:16:46.399 --> 00:16:48.860 but we do give monthly to it. you actually get 00:16:48.860 --> 00:16:50.860 to see the project come to fruition that you 00:16:50.860 --> 00:16:52.799 contributed to and you get to pick which project 00:16:52.799 --> 00:16:55.279 you want to help with this process now some of 00:16:55.279 --> 00:16:57.019 you may not be in a financial position to do 00:16:57.019 --> 00:16:59.159 that and i understand it but i just want you 00:16:59.159 --> 00:17:00.700 to look at this picture real quick of these children 00:17:00.700 --> 00:17:03.259 these children are celebrating water more than 00:17:03.259 --> 00:17:06.539 most of our kids celebrate christmas day so my 00:17:06.539 --> 00:17:08.720 hope is again if you're not in a financial position 00:17:09.240 --> 00:17:11.480 Even if you are, bring this up over lunch or 00:17:11.480 --> 00:17:14.339 dinner, over a quick walk with your spouse, whoever 00:17:14.339 --> 00:17:15.859 you're going to talk to about it and let them 00:17:15.859 --> 00:17:18.240 know about it. And maybe they end up being the 00:17:18.240 --> 00:17:20.680 person who ends up funding several of these projects. 00:17:20.799 --> 00:17:23.059 We never know the ripple effect and how far it 00:17:23.059 --> 00:17:25.079 will go for the good that we do. And my friends, 00:17:25.099 --> 00:17:27.319 we've got 8 billion people in this world to help. 00:17:27.420 --> 00:17:29.619 So my hope is that you'll join us on that. If 00:17:29.619 --> 00:17:31.180 you have another cause that you'd rather see 00:17:31.180 --> 00:17:33.119 us support, something that's burning in your 00:17:33.119 --> 00:17:35.079 heart, you got a crowdfunding project going on 00:17:35.079 --> 00:17:37.259 for family member, friend, do me a favor. drop 00:17:37.259 --> 00:17:39.000 it in the comments. Give me a chance to go look 00:17:39.000 --> 00:17:40.740 at it. I will go personally look at any cause 00:17:40.740 --> 00:17:43.160 that people put in there and see if there's some 00:17:43.160 --> 00:17:44.880 way that we can also help and support it, whether 00:17:44.880 --> 00:17:46.579 it's sharing about it, talking about this podcast 00:17:46.579 --> 00:17:48.980 or contributing to ourselves. Let's go and make 00:17:48.980 --> 00:17:50.440 that happen. So without further ado, we're gonna 00:17:50.440 --> 00:17:52.119 get back to helping every single one of you. 00:17:52.599 --> 00:17:54.400 Kristen, Zhivago, again, thanks for being here 00:17:54.400 --> 00:17:56.980 on Vision Pros Live. Let's dive in to relevance. 00:17:58.740 --> 00:18:00.920 So one of the things I need to talk about is 00:18:00.920 --> 00:18:06.259 what marketing really is. Good. Marketing is... 00:18:06.599 --> 00:18:10.500 The company making promises on behalf of the 00:18:10.500 --> 00:18:14.420 company. And then the company that's branding, 00:18:14.539 --> 00:18:17.559 by the way, the marketing makes promises for 00:18:17.559 --> 00:18:22.359 the company. That's branding. Then we've got 00:18:22.359 --> 00:18:25.960 an echo somewhere. Go ahead. You keep going. 00:18:26.099 --> 00:18:31.859 All right. Then the company either keeps or breaks 00:18:31.859 --> 00:18:35.539 those promises. And that's where their brand. 00:18:37.070 --> 00:18:41.049 comes from. That's what builds their brand. Ooh, 00:18:41.349 --> 00:18:45.589 it builds in both directions. I like that. These 00:18:45.589 --> 00:18:49.509 days, you can't hide your own behavior. If you're 00:18:49.509 --> 00:18:52.690 messing with customers and disappointing them, 00:18:52.829 --> 00:18:55.690 it's going to appear somewhere. And it's going 00:18:55.690 --> 00:19:00.309 to appear just when the person is in the mindset 00:19:00.309 --> 00:19:03.440 when they set out to buy. Should I buy from these 00:19:03.440 --> 00:19:06.119 people? Can I trust them? What's been the experience 00:19:06.119 --> 00:19:09.559 of other people? How well have they kept their 00:19:09.559 --> 00:19:13.000 promises? Number one. Number two, are they even 00:19:13.000 --> 00:19:16.160 making promises that matter to me? One of the 00:19:16.160 --> 00:19:19.000 things that changed the whole course of my career 00:19:19.000 --> 00:19:22.940 is that as I was working with clients, mostly 00:19:22.940 --> 00:19:26.339 tech clients, I would ask them at the beginning 00:19:26.339 --> 00:19:28.599 of the relationship, this way back when I was 00:19:28.599 --> 00:19:32.279 doing agency work, what's important to your customers? 00:19:32.799 --> 00:19:36.660 And they'd give me a list and, you know, five 00:19:36.660 --> 00:19:40.119 or 10 items. And then I would go out and interview 00:19:40.119 --> 00:19:43.819 their customers. The list was never the same. 00:19:44.480 --> 00:19:47.079 There might've been a few items that were shared, 00:19:47.200 --> 00:19:50.380 but the priority was always different. And there 00:19:50.380 --> 00:19:53.039 were definitely items at the top of the customer 00:19:53.039 --> 00:19:57.279 list that were nowhere near on the customers, 00:19:57.500 --> 00:20:00.890 on the client's list, the company's list. I thought, 00:20:00.910 --> 00:20:03.609 man, oh, man, we've got a gap. This is a gap. 00:20:03.950 --> 00:20:06.970 So they're spending all this money making promises 00:20:06.970 --> 00:20:10.630 that don't matter to anybody. That's why you 00:20:10.630 --> 00:20:12.490 have to talk to the people who have already bought 00:20:12.490 --> 00:20:16.230 from you and find out. We even have a promise 00:20:16.230 --> 00:20:19.250 spectrum that we do as part of our research work 00:20:19.250 --> 00:20:22.210 where we're trying to find these sales stoppers. 00:20:22.730 --> 00:20:27.390 And we can look at your brand. We're working 00:20:27.390 --> 00:20:31.269 with a company that makes a brand. monitor, checks 00:20:31.269 --> 00:20:34.849 AI, checks all the people out there in the groups 00:20:34.849 --> 00:20:37.529 and everything else, and says, here's where you 00:20:37.529 --> 00:20:42.309 are on these topics. It's a really amazing program 00:20:42.309 --> 00:20:44.549 working some guys in Australia. They're brilliant. 00:20:46.869 --> 00:20:51.410 The promise is the whole thing. And if you get 00:20:51.410 --> 00:20:54.569 that wrong, they're just like, they click in, 00:20:54.630 --> 00:20:56.329 they go, oh, they don't get me. I'm out of here. 00:20:56.670 --> 00:20:59.349 You just blew my mind because I was only looking 00:20:59.349 --> 00:21:01.589 at the portion of relevance and irrelevance. 00:21:01.670 --> 00:21:04.269 But in reality, no, there's there's kind of three 00:21:04.269 --> 00:21:06.910 prongs in this because most brands are stuck 00:21:06.910 --> 00:21:09.450 in a category of irrelevance. And when you're 00:21:09.450 --> 00:21:11.329 in irrelevance, it's like, well, you're just 00:21:11.329 --> 00:21:13.650 not you're not really hitting it with anybody. 00:21:13.890 --> 00:21:16.430 And that's a safer place to be, because if you 00:21:16.430 --> 00:21:18.210 get yourself into a position to where you become 00:21:18.210 --> 00:21:20.549 so relevant because of how bad you're performing 00:21:20.549 --> 00:21:23.549 on not fulfilling promises, that's something 00:21:23.549 --> 00:21:25.430 that's very hard to recover from. I'll pick on 00:21:25.430 --> 00:21:28.690 Bank of America. I will never, ever, ever, ever 00:21:28.690 --> 00:21:31.170 work with Bank of America again as an account 00:21:31.170 --> 00:21:33.730 holder. Sure, I might do something passively. 00:21:33.950 --> 00:21:36.430 I'm not going to reject it completely. But they 00:21:36.430 --> 00:21:38.970 made so many grave errors in my accounts in the 00:21:38.970 --> 00:21:42.589 past that I was like, no. They've broken so many 00:21:42.589 --> 00:21:44.730 promises and so much trust that they will stay 00:21:44.730 --> 00:21:46.990 there. I made that decision decades ago. I feel 00:21:46.990 --> 00:21:49.950 the same way about Bank of America. And it stays 00:21:49.950 --> 00:21:52.890 with us, right? It's decades, that broken promise. 00:21:53.680 --> 00:21:56.779 has continued to reign supreme. And my friends, 00:21:56.799 --> 00:21:58.980 we've all got companies that we're aware of that 00:21:58.980 --> 00:22:01.480 create that environment. I'll go into the opposite 00:22:01.480 --> 00:22:03.420 side of that. The ones that keep their promises, 00:22:03.519 --> 00:22:06.180 Chick -fil -A. Thank you. As a single father. 00:22:06.670 --> 00:22:08.890 Um, you know, who, when I go to see my kids and 00:22:08.890 --> 00:22:10.509 I've only got a few hours, that's our home away 00:22:10.509 --> 00:22:12.450 from home. That's the place that I know that 00:22:12.450 --> 00:22:14.329 it's going to be clean. It's going to be safe. 00:22:14.630 --> 00:22:16.390 We've got the food that like, everybody's going 00:22:16.390 --> 00:22:18.309 to be somewhat happy with, if not super happy 00:22:18.309 --> 00:22:21.109 with, um, you know, like it, it, it fills the 00:22:21.109 --> 00:22:23.650 gap. It bridges it. It's always consistent like 00:22:23.650 --> 00:22:25.990 that. And so I've never heard that definition 00:22:25.990 --> 00:22:28.589 all my years in marketing and all my years in 00:22:28.589 --> 00:22:30.809 trying to figure out how to define it or explain 00:22:30.809 --> 00:22:34.660 it. That is one of the most simple. ways of looking 00:22:34.660 --> 00:22:37.180 at it. And again, visionaries, people who can 00:22:37.180 --> 00:22:40.140 define the complex that simply, it's because 00:22:40.140 --> 00:22:42.579 they're an expert. It's because they know things. 00:22:42.880 --> 00:22:45.319 I've been inside companies. You said that I observed 00:22:45.319 --> 00:22:47.819 companies and I thought, well, yes, I have. But 00:22:47.819 --> 00:22:53.339 from the inside, I've been a change agent. inside 00:22:53.339 --> 00:22:56.920 companies, I became part of the leadership team. 00:22:57.039 --> 00:23:00.500 I had people that worked for me. I will tell 00:23:00.500 --> 00:23:03.180 you that - And you said IBM was one of them, 00:23:03.200 --> 00:23:05.380 right? Yeah, I worked for them off and on for 00:23:05.380 --> 00:23:08.440 about 12 years. I wrote all the instructions 00:23:08.440 --> 00:23:10.940 for their marketing copywriters and used to go 00:23:10.940 --> 00:23:14.789 around the world and teach them. Anyway - The 00:23:14.789 --> 00:23:16.990 first thing I did before I started one of those 00:23:16.990 --> 00:23:19.130 assignments is I would interview the customers 00:23:19.130 --> 00:23:21.970 before I even started the job because I knew 00:23:21.970 --> 00:23:24.869 I'd get so busy. I'd be answering emails until 00:23:24.869 --> 00:23:27.630 11 o 'clock at night and things like that. And 00:23:27.630 --> 00:23:31.069 then I brought every single person in the department 00:23:31.069 --> 00:23:34.970 into my office one -on -one and said, what makes 00:23:34.970 --> 00:23:37.750 you the happiest in your work and what do you 00:23:37.750 --> 00:23:42.029 hate doing? So right away they knew I cared about 00:23:42.029 --> 00:23:45.089 them and I listened to them and I reorganized 00:23:45.089 --> 00:23:48.500 the whole department. So that people, the quiet 00:23:48.500 --> 00:23:51.339 people who loved spreadsheets got to do that 00:23:51.339 --> 00:23:54.819 all day. And the ones who were talkative and 00:23:54.819 --> 00:23:56.799 loved people and everything, they got to do that 00:23:56.799 --> 00:23:58.940 all day. I mean, maybe. I'm obviously the quiet 00:23:58.940 --> 00:24:07.019 one. Yeah, right. Oh, yeah. Okay. So they were 00:24:07.019 --> 00:24:09.299 happy. And then the next thing I would do is 00:24:09.299 --> 00:24:13.240 I would fire the jerk. Wow. Good. Everybody's 00:24:13.240 --> 00:24:16.170 praising. Everybody's excited about that. and 00:24:16.170 --> 00:24:18.950 what is a jerk a jerk i don't care how they got 00:24:18.950 --> 00:24:21.150 there or what happened to them in grade school 00:24:21.150 --> 00:24:24.410 or whatever a jerk is someone who has decided 00:24:24.410 --> 00:24:27.630 that they're going to call attention to themselves 00:24:27.630 --> 00:24:31.609 and be the power guy or whatever by making it 00:24:31.609 --> 00:24:35.109 harder for other people to do their work that's 00:24:35.109 --> 00:24:37.329 what they do i don't care how they got there 00:24:37.329 --> 00:24:40.210 everybody gets bullied so that's a great terrible 00:24:40.210 --> 00:24:43.630 excuse but they make they that's a decision they 00:24:43.630 --> 00:24:46.809 make and in kindergarten or something. And the 00:24:46.809 --> 00:24:49.089 nice people do just the opposite. They try to 00:24:49.089 --> 00:24:51.410 make it easier for everyone to do their work. 00:24:52.009 --> 00:24:54.769 So when you fire the jerk, all the nice people 00:24:54.769 --> 00:24:59.589 go, ah, finally, you know, and so everybody's 00:24:59.589 --> 00:25:01.789 happy then it only takes a couple of days and 00:25:01.789 --> 00:25:04.369 the whole team is like, all right, this is going 00:25:04.369 --> 00:25:08.119 to go. Okay. That makes a lot of sense. And I 00:25:08.119 --> 00:25:10.119 don't have a lot of experience with that personally 00:25:10.119 --> 00:25:12.180 because I'm a jerk. No, I'm a lot of experience 00:25:12.180 --> 00:25:16.259 because I don't work with large companies. And 00:25:16.259 --> 00:25:19.279 so having not been in that corporate realm. Like 00:25:19.279 --> 00:25:21.440 I hadn't thought about that before, but that 00:25:21.440 --> 00:25:23.420 makes perfect. That goes really well in hand 00:25:23.420 --> 00:25:25.559 with the five dysfunctions of a team and what 00:25:25.559 --> 00:25:28.059 Patrick Lencioni teaches and so many others. 00:25:28.180 --> 00:25:30.779 And it's like a new secret little weapon that 00:25:30.779 --> 00:25:34.740 people can use to reignite culture. So let's 00:25:34.740 --> 00:25:37.720 go back to the relevance and decisiveness part 00:25:37.720 --> 00:25:39.900 that we were talking about. Again, I know visionaries 00:25:39.900 --> 00:25:42.440 are going to benefit so much from this. You revealed 00:25:42.440 --> 00:25:46.289 a huge secret that. When relevance is occurring 00:25:46.289 --> 00:25:48.470 and when we get spot on with our relevance, that 00:25:48.470 --> 00:25:51.349 decisiveness kind of naturally occurs because 00:25:51.349 --> 00:25:54.069 our confidence starts to boost. And Dr. Todd 00:25:54.069 --> 00:25:56.329 Snyder, as I mentioned, he called this speed 00:25:56.329 --> 00:25:59.910 of certainty. And when we have certainty, we 00:25:59.910 --> 00:26:02.549 can act with speed. But if you have a race to 00:26:02.549 --> 00:26:04.589 run with somebody, for instance, in a basketball 00:26:04.589 --> 00:26:07.549 court and somebody turns the lights off, like 00:26:07.549 --> 00:26:10.230 nobody's moving. It feels like all of a sudden 00:26:10.230 --> 00:26:14.230 you can fall off a cliff and you might run into 00:26:14.230 --> 00:26:16.869 something. But when the lights go on, it's like, 00:26:16.890 --> 00:26:18.529 okay, now I know where I'm at. I know what's 00:26:18.529 --> 00:26:20.569 happening. Now I know what I can do. And the 00:26:20.569 --> 00:26:22.670 same is true when it comes to entrepreneurship, 00:26:23.009 --> 00:26:26.410 being a visionary, growling a team and getting 00:26:26.410 --> 00:26:28.250 them all on the same page. It's so important 00:26:28.250 --> 00:26:31.400 to figure out. these, like, what is it that's 00:26:31.400 --> 00:26:34.079 going to drive decisiveness? So that's one of 00:26:34.079 --> 00:26:36.200 the keys on it. I want to dive to the opposite 00:26:36.200 --> 00:26:38.140 direction though, and explore this from your 00:26:38.140 --> 00:26:40.079 perspective as well, Chris. And so on the opposite 00:26:40.079 --> 00:26:43.819 side of that, what does decisiveness look like 00:26:43.819 --> 00:26:48.680 when information is abundant, but wisdom is scarce? 00:26:49.420 --> 00:26:52.400 So in other words, we're in an AI age where there's 00:26:52.400 --> 00:26:54.619 all this information and it feels like it's all 00:26:54.619 --> 00:26:58.380 smart and it's all important, but when the wisdom 00:26:58.380 --> 00:27:01.539 is scarce. what do the results look like related 00:27:01.539 --> 00:27:05.259 to decisiveness well wisdom comes from two things 00:27:05.259 --> 00:27:08.359 it comes from from hard -earned personal experience 00:27:09.609 --> 00:27:13.029 And I have started thinking recently that your 00:27:13.029 --> 00:27:15.430 enemies are your best friends because they tell 00:27:15.430 --> 00:27:18.309 you things that your friends won't tell you because 00:27:18.309 --> 00:27:20.809 they just accept you. They care about you. And, 00:27:20.809 --> 00:27:23.490 you know, they're like, oh, that's that's Kristen. 00:27:23.549 --> 00:27:25.509 That's Jackson. That's how they behave. You know, 00:27:25.529 --> 00:27:28.670 it's empathy. Thank you. Radical candor. That's 00:27:28.670 --> 00:27:32.329 what they call it there. Yeah. So the people 00:27:32.329 --> 00:27:34.470 like you mentioned, the people who are complaining 00:27:34.470 --> 00:27:39.700 the most may be irritating, but they have. point. 00:27:39.900 --> 00:27:42.240 And they're probably saying the things that your 00:27:42.240 --> 00:27:44.480 regular happy customers, there's like, oh, well, 00:27:44.559 --> 00:27:47.039 that didn't matter that much to me. So, but it's 00:27:47.039 --> 00:27:51.779 a real deal. It's a real showstopper. So you 00:27:51.779 --> 00:27:56.759 really don't, until you've actually had somebody 00:27:56.759 --> 00:27:58.900 interview your customers, it has to be a third 00:27:58.900 --> 00:28:02.500 party because they will actually be too polite 00:28:02.500 --> 00:28:05.630 if you do it yourself. They'll be like I just 00:28:05.630 --> 00:28:08.690 said, they'll give you a break. They won't want 00:28:08.690 --> 00:28:12.509 to say the hard things. So you need to have somebody 00:28:12.509 --> 00:28:15.029 do it. And by the way, in my book, Roadmap to 00:28:15.029 --> 00:28:17.210 Revenue, How to Sell the Way Your Customers Want 00:28:17.210 --> 00:28:21.289 to Buy, Chapter 3 is an absolute prescription 00:28:21.289 --> 00:28:26.000 on how to conduct these interviews. The only 00:28:26.000 --> 00:28:27.819 thing that's different in the book, and I actually 00:28:27.819 --> 00:28:30.160 wrote it in 2011, knowing perfectly well that 00:28:30.160 --> 00:28:31.980 if I wasn't careful, I'd be out of date in a 00:28:31.980 --> 00:28:35.079 year. So, you know, having been in tech, I knew 00:28:35.079 --> 00:28:38.680 how to make it stay relevant. The only thing 00:28:38.680 --> 00:28:41.240 there is that I talked about, you know, on the 00:28:41.240 --> 00:28:43.359 phone interviews where now you would just do 00:28:43.359 --> 00:28:46.359 Zoom and you would do Zoom audio only, not video, 00:28:46.400 --> 00:28:48.619 because people get nervous about being on camera. 00:28:50.519 --> 00:28:53.480 The goal is to find the people who've already 00:28:53.480 --> 00:28:55.660 bought from you who appreciate what you sell 00:28:55.660 --> 00:28:59.440 and they had their reasons for buying it. You 00:28:59.440 --> 00:29:03.099 need to know what they are. What happens is you 00:29:03.099 --> 00:29:06.240 become, you know, these people like friends afterwards. 00:29:06.519 --> 00:29:09.339 I had a copywriter I was teaching at Dow Jones 00:29:09.339 --> 00:29:12.700 when I was working for them. And I walked past 00:29:12.700 --> 00:29:14.819 this cubicle one day and he was just sitting 00:29:14.819 --> 00:29:19.970 there going. I said, Rob, are you OK? I just 00:29:19.970 --> 00:29:22.809 talked to a customer. I did what you said. I 00:29:22.809 --> 00:29:26.490 interviewed. Now I know. I know John. I was talking 00:29:26.490 --> 00:29:29.589 to John, okay? And now I know who I'm writing 00:29:29.589 --> 00:29:33.150 to. You suddenly respect the person. You think 00:29:33.150 --> 00:29:35.269 this is a real person with real thoughts and 00:29:35.269 --> 00:29:39.170 real needs, and they relate to me. So it's not 00:29:39.170 --> 00:29:42.670 just us being relevant to our customers. It's 00:29:42.670 --> 00:29:46.450 our customers appreciating that relevance because 00:29:46.450 --> 00:29:52.650 it helps them. And then we, in turn, reward them 00:29:52.650 --> 00:29:55.230 with our money and we want them to stay in business, 00:29:55.329 --> 00:29:57.349 which is why people will take the time to do 00:29:57.349 --> 00:29:59.309 these interviews. They want you to stick around. 00:30:00.769 --> 00:30:05.710 So it's a win -win situation on both sides. But 00:30:05.710 --> 00:30:07.910 you have to actually know your customers. You 00:30:07.910 --> 00:30:10.150 can't do personas and think you know your customers. 00:30:10.410 --> 00:30:13.970 It's a joke. I love that Michael Gerber and the 00:30:13.970 --> 00:30:17.109 e -myth, you know, he nurtures people to a point 00:30:17.109 --> 00:30:19.970 where. they understand the value of doing the 00:30:19.970 --> 00:30:21.769 hard things and then he's like by the way now 00:30:21.769 --> 00:30:24.470 you got to call 300 people um and talk by the 00:30:24.470 --> 00:30:26.930 way you don't have to talk to 300 people i will 00:30:26.930 --> 00:30:29.529 just say that okay the open -ended questions 00:30:29.529 --> 00:30:31.529 that i've worked out in thousands of interviews 00:30:31.529 --> 00:30:35.569 you only have to talk to five to seven people 00:30:35.569 --> 00:30:38.029 of a given type so if you have three types of 00:30:38.029 --> 00:30:40.710 customers five to seven people and you start 00:30:40.710 --> 00:30:45.039 getting what i call bankable answers You can 00:30:45.039 --> 00:30:48.059 trust they repeat. They say the same thing, even 00:30:48.059 --> 00:30:50.059 though they've never met each other. They will 00:30:50.059 --> 00:30:53.299 use the same phrase to describe you and their 00:30:53.299 --> 00:30:56.180 experience and why they bought and what they 00:30:56.180 --> 00:30:58.559 thought of competitors and what their challenges 00:30:58.559 --> 00:31:00.779 are and their trends and all that. I get all 00:31:00.779 --> 00:31:03.539 of that information from these open -ended question 00:31:03.539 --> 00:31:05.779 interviews. It's conversation, not a survey. 00:31:06.299 --> 00:31:09.160 Well, good. Maybe more people will dive in and 00:31:09.160 --> 00:31:11.660 actually do this because I see so many entrepreneurs, 00:31:11.960 --> 00:31:14.759 they say they've read the book, The E -Myth, 00:31:14.759 --> 00:31:17.160 but if I were to ask them and I won't ask them, 00:31:17.200 --> 00:31:20.339 have you actually done the process? I think 99 00:31:20.339 --> 00:31:22.619 % of them will have not done it because it is 00:31:22.619 --> 00:31:24.619 a bit overwhelming. And so it is nice to know 00:31:24.619 --> 00:31:27.259 that maybe five to seven can do that. I do believe 00:31:27.259 --> 00:31:29.299 that what you're talking about, the quality of 00:31:29.299 --> 00:31:31.460 the script is a valuable point. It's like you've 00:31:31.460 --> 00:31:33.200 got to know what you're going to say. I would 00:31:33.200 --> 00:31:35.519 also encourage you entrepreneurs practice this 00:31:35.519 --> 00:31:37.059 with at least three to four people first and 00:31:37.059 --> 00:31:38.900 probably with a pretty good sales trainer or 00:31:38.900 --> 00:31:41.200 something like Kristen or myself, because it's 00:31:41.200 --> 00:31:43.519 one thing to have a script. It's another to deliver 00:31:43.519 --> 00:31:46.339 it as a master. It's another to actually have 00:31:46.339 --> 00:31:48.400 a good tone and cadence. Go ahead, Kristen. I 00:31:48.400 --> 00:31:51.000 have to jump in. I love it. Do it. Do it. Hit 00:31:51.000 --> 00:31:54.519 that. It's not a script, okay? It's just like 00:31:54.519 --> 00:31:57.720 12 open -ended questions. How do you feel about 00:31:57.720 --> 00:31:59.680 our product or service? And then you shut up 00:31:59.680 --> 00:32:02.839 and you listen, okay? Well, that's a script. 00:32:03.119 --> 00:32:07.259 Well, okay, fine. But I love what you're doing 00:32:07.259 --> 00:32:08.779 because the audience needs to understand it. 00:32:08.839 --> 00:32:10.599 Let's go with this, my friends. The alphabet 00:32:10.599 --> 00:32:13.740 is a script. You all learned it. Nobody did not 00:32:13.740 --> 00:32:16.759 learn. that script and it doesn't box you in. 00:32:16.819 --> 00:32:18.759 It doesn't ruin your identity. It didn't take 00:32:18.759 --> 00:32:21.460 away your personality. It empowered you to be 00:32:21.460 --> 00:32:23.539 able to use your personality. Now I can say the 00:32:23.539 --> 00:32:25.279 letter A and I can say the letter P and I can 00:32:25.279 --> 00:32:27.759 know where I'm at because I've mastered the art 00:32:27.759 --> 00:32:30.599 of being able to use that resource. So whether 00:32:30.599 --> 00:32:33.079 it's a script or it's a framework, but your point, 00:32:33.160 --> 00:32:35.640 you got to be able to shut up and listen. Yeah, 00:32:35.640 --> 00:32:37.759 right. Like that's a big piece of it is if we 00:32:37.759 --> 00:32:39.700 can if we can shut up and listen. And here's 00:32:39.700 --> 00:32:41.539 other three key words on that, my friends, if 00:32:41.539 --> 00:32:43.319 you want to maximize what Kristen's talking about, 00:32:43.420 --> 00:32:46.359 as soon as the person finishes talking, nod your 00:32:46.359 --> 00:32:49.339 head politely and say, tell me more about that. 00:32:50.380 --> 00:32:53.220 Let them talk, let them dive in. But is that 00:32:53.220 --> 00:32:55.079 part of that? Does that ruin the process, Kristen? 00:32:55.200 --> 00:32:57.940 No, not at all. In fact, one of the things that 00:32:57.940 --> 00:33:00.160 one of the reasons I'm still doing this work 00:33:00.160 --> 00:33:04.000 is because I can't do it. I mean, in order for 00:33:04.000 --> 00:33:06.319 my company to survive, I had to figure out what 00:33:06.319 --> 00:33:09.579 AI couldn't do because AI is getting really good 00:33:09.579 --> 00:33:12.180 at a lot of stuff. Oh my gosh, it is. And one 00:33:12.180 --> 00:33:16.480 of this is the emotional intelligence. So if 00:33:16.480 --> 00:33:19.460 I say, I've asked somebody and I say, how was 00:33:19.460 --> 00:33:23.420 it? And they say, oh, it was all right. AI would 00:33:23.420 --> 00:33:28.160 record, customer said it was all right. I would 00:33:28.160 --> 00:33:31.279 say, wait a minute. Wait a minute. That wasn't 00:33:31.279 --> 00:33:34.500 a resounding yes. Can you drill down on that? 00:33:34.839 --> 00:33:36.900 And right away, the person says, oh, she was 00:33:36.900 --> 00:33:41.099 listening to me. She picked up on my little inflection 00:33:41.099 --> 00:33:44.759 and decided that, you know, the message I was 00:33:44.759 --> 00:33:47.059 trying to send her is please drill down on this. 00:33:47.279 --> 00:33:49.819 I don't want to do it unless you want it. And 00:33:49.819 --> 00:33:54.250 so that's the truth. That is 1000 % correct. 00:33:54.349 --> 00:33:56.210 And my friends, again, this is much harder in 00:33:56.210 --> 00:33:58.809 today's society than it was 15 years ago. And 00:33:58.809 --> 00:34:01.650 another big reason why that has gotten even harder 00:34:01.650 --> 00:34:06.720 since 2020 is because when... When we give feedback 00:34:06.720 --> 00:34:09.679 to a brand and a brand disrespects our feedback 00:34:09.679 --> 00:34:12.440 or puts us in an automated process, we lose faith 00:34:12.440 --> 00:34:14.159 in all the brands. And we say, you know, I don't 00:34:14.159 --> 00:34:15.599 want to do this anymore. I don't want to talk 00:34:15.599 --> 00:34:17.340 to them about it. And so if I have a bad experience 00:34:17.340 --> 00:34:19.360 at a restaurant on my birthday and we do this 00:34:19.360 --> 00:34:21.519 at Restaurant Connect, then they're not going 00:34:21.519 --> 00:34:23.579 to talk to the waiter right there because I'm 00:34:23.579 --> 00:34:25.119 in the middle of my birthday. I don't want to 00:34:25.119 --> 00:34:26.659 bring it up. I'm going to lie to you and be like, 00:34:26.719 --> 00:34:28.139 yeah, everything's great and fine, but I'm going 00:34:28.139 --> 00:34:30.659 to go hose your brand online afterwards. Right. 00:34:30.739 --> 00:34:33.820 That's what typically happens. And so being able 00:34:33.820 --> 00:34:35.880 to pick them up in the right space. and the right 00:34:35.880 --> 00:34:38.300 cadence as well. Again, I do believe that Kristen's 00:34:38.300 --> 00:34:40.780 right. There are things that AI can't do. And 00:34:40.780 --> 00:34:42.440 even though AI is getting smarter with this, 00:34:42.579 --> 00:34:46.260 the bandwidth thresholds that exist prevent it 00:34:46.260 --> 00:34:49.380 from diving right in again anyway. So we're still 00:34:49.380 --> 00:34:51.079 a long ways away from it to be able to do it. 00:34:51.119 --> 00:34:54.739 But as human beings, we underserve ourselves 00:34:54.739 --> 00:34:58.179 if we don't have the ability to pick up. On the 00:34:58.179 --> 00:35:00.360 undertones, on the cadence, on what's really 00:35:00.360 --> 00:35:02.099 there. And emotional intelligence is the key. 00:35:02.239 --> 00:35:04.679 I just talked to Dr. Jacqueline Campbell right 00:35:04.679 --> 00:35:07.119 before jumping on with Kristen. And she's an 00:35:07.119 --> 00:35:09.460 emotional intelligence expert that I highly recommend 00:35:09.460 --> 00:35:11.780 everybody also has their eyes on and sees what 00:35:11.780 --> 00:35:14.539 is she building in the terms of that process. 00:35:14.699 --> 00:35:18.579 Now, I'm going to come back to this aspect of 00:35:18.579 --> 00:35:20.659 what decisiveness looks like when information 00:35:20.659 --> 00:35:24.099 is abundant, but wisdom is scarce. It looks like 00:35:24.099 --> 00:35:26.739 the general playing field of business right now 00:35:26.739 --> 00:35:28.679 where everybody's pretending they know what they're 00:35:28.679 --> 00:35:30.980 doing and most people are suffering tremendously. 00:35:31.300 --> 00:35:34.239 And all you have to do is ask them, give me three 00:35:34.239 --> 00:35:37.880 case studies, give me three references and they'll 00:35:37.880 --> 00:35:40.559 disappear because they don't have it. They don't 00:35:40.559 --> 00:35:42.480 have the ability to provide that. They can make 00:35:42.480 --> 00:35:44.139 things look good on paper, but we've got to be 00:35:44.139 --> 00:35:47.449 more diligent in our own due diligence. That's 00:35:47.449 --> 00:35:49.469 a little bit redundant, but we need to practice 00:35:49.469 --> 00:35:52.110 our due diligence as providers. If we're going 00:35:52.110 --> 00:35:53.530 to bring team members in who are going to help 00:35:53.530 --> 00:35:56.469 us be truly successful. So I'm going to dive 00:35:56.469 --> 00:35:58.550 into, there was one other point here that I really 00:35:58.550 --> 00:36:00.849 wanted to make sure we get your wisdom on Kristen. 00:36:01.630 --> 00:36:04.949 And that's how clarity of vision, meaning my 00:36:04.949 --> 00:36:07.210 friends, if we have a clear vision, how that 00:36:07.210 --> 00:36:10.610 drives confidence in uncertain markets, there 00:36:10.610 --> 00:36:13.889 is so much uncertainty in the world. It's always 00:36:13.889 --> 00:36:16.449 existed. It's just louder than ever. before right 00:36:16.449 --> 00:36:19.010 now. And so with all the uncertainty that exists 00:36:19.010 --> 00:36:22.869 in the market, what can we do to clarify our 00:36:22.869 --> 00:36:26.309 visions to drive confidence that we've got solutions 00:36:26.309 --> 00:36:30.570 that can help people? Well, the helping people 00:36:30.570 --> 00:36:34.429 is the big deal, of course. I'm writing a book, 00:36:34.610 --> 00:36:37.550 another book, and it's called Love, Leverage, 00:36:37.550 --> 00:36:40.309 and Logistics, How You and Your Company Can Change 00:36:40.309 --> 00:36:44.590 the World. And I define love as taking care of 00:36:44.590 --> 00:36:48.260 someone else. And I did it for 45 years with 00:36:48.260 --> 00:36:51.579 my husband before he died of cancer. Very sad 00:36:51.579 --> 00:36:55.559 ending to a wonderful life. I'm sorry to hear 00:36:55.559 --> 00:36:58.039 that. Yeah, well, it was he was my best friend 00:36:58.039 --> 00:37:00.840 and we were in love until the last minute. But 00:37:00.840 --> 00:37:08.099 yeah, the. No, I go back now. I've I've forgot. 00:37:08.219 --> 00:37:13.219 Oh, yes. OK, so. Your book, Clarity and Vision, 00:37:13.360 --> 00:37:16.320 and I just want to honor real quick. That marriage, 00:37:16.699 --> 00:37:21.460 that is another reason to accept Kristen as an 00:37:21.460 --> 00:37:24.099 incredible mentor. There are very few people 00:37:24.099 --> 00:37:26.440 who have marriages that last that long, and there 00:37:26.440 --> 00:37:30.579 are very few people who can talk about it that 00:37:30.579 --> 00:37:33.679 honorably. I love your marriage. I'm envious. 00:37:33.719 --> 00:37:36.579 I hope I can become a man like your husband. 00:37:37.019 --> 00:37:41.639 Yeah, well, he was wonderful. Again, the way 00:37:41.639 --> 00:37:44.219 I define love is just taking care of someone. 00:37:44.590 --> 00:37:48.269 So that's why I use the L word in the book. And 00:37:48.269 --> 00:37:51.730 I described the idea that if you're taking care 00:37:51.730 --> 00:37:55.829 of your workers and your customers and your partners 00:37:55.829 --> 00:37:59.510 and you're not drawing lines, a good marriage, 00:37:59.590 --> 00:38:01.510 you don't draw a line. You don't say, oh, if 00:38:01.510 --> 00:38:04.449 you step over that line, I'm out of here. I can't. 00:38:04.449 --> 00:38:07.789 No way. There are no boundaries, especially once 00:38:07.789 --> 00:38:12.110 he got he got cancer twice and very much, you 00:38:12.110 --> 00:38:14.659 know, five percent chance of living. We made 00:38:14.659 --> 00:38:16.960 it through the first one, but then the other 00:38:16.960 --> 00:38:22.099 one. But you realize when you're that dedicated 00:38:22.099 --> 00:38:25.420 to helping someone be their best and do their 00:38:25.420 --> 00:38:29.099 best and live their best life, there are no boundaries. 00:38:30.619 --> 00:38:33.780 You just do it. Now, obviously, if you're trying 00:38:33.780 --> 00:38:35.699 to do that for jerks, it's not going to work. 00:38:36.940 --> 00:38:39.820 be a good person. But if you assume that you 00:38:39.820 --> 00:38:43.159 want to take care of your customers and partners 00:38:43.159 --> 00:38:47.639 and workers, they're going to know it. It's one 00:38:47.639 --> 00:38:50.179 of the things that even the baby in their first 00:38:50.179 --> 00:38:53.699 days of their life, they know who actually cares 00:38:53.699 --> 00:38:56.820 and who doesn't, who may act like they care, 00:38:56.900 --> 00:38:59.980 but they really don't. They make that distinction. 00:39:00.860 --> 00:39:03.519 And so by the time your customers get to you 00:39:03.519 --> 00:39:06.530 and they've bought thousands or millions of products 00:39:06.530 --> 00:39:09.710 from millions of companies they know right away 00:39:09.710 --> 00:39:14.150 if you get them and you respect them and you're 00:39:14.150 --> 00:39:16.710 going to be able to give them what they're looking 00:39:16.710 --> 00:39:19.610 for that you you actually know what they're looking 00:39:19.610 --> 00:39:21.449 for and you say it in their own words because 00:39:21.449 --> 00:39:23.389 you've talked to your own customers and you've 00:39:23.389 --> 00:39:25.889 used those phrases in your website or whatever 00:39:25.889 --> 00:39:31.639 your social whatever so leverage is you do all 00:39:31.639 --> 00:39:34.119 those things and people will take care of you. 00:39:34.460 --> 00:39:37.619 And then logistics is all that hard stuff. The 00:39:37.619 --> 00:39:41.039 IT backend, the website, the integration, the 00:39:41.039 --> 00:39:44.119 communications, all of that stuff that I've been 00:39:44.119 --> 00:39:48.260 around all my life. And I'm, I'm going to make 00:39:48.260 --> 00:39:51.519 a living book where you get it printed on demand 00:39:51.519 --> 00:39:55.119 so I can keep it up to date. Cool. Because that 00:39:55.119 --> 00:39:57.059 logistics part is going to change every half 00:39:57.059 --> 00:40:01.110 hour. I mean, That's where the world is right 00:40:01.110 --> 00:40:04.530 now. Yeah. Absolutely. I love the way you broke 00:40:04.530 --> 00:40:07.369 that down. The neat thing about the way that 00:40:07.369 --> 00:40:08.949 you're teaching all this, Kristen, is most of 00:40:08.949 --> 00:40:11.050 us as human beings, if not all of us, have this 00:40:11.050 --> 00:40:14.170 within us. This is not abstract. This is not 00:40:14.170 --> 00:40:16.469 something that only a doctor can master. It's 00:40:16.469 --> 00:40:18.130 through our own practice of our life. The way 00:40:18.130 --> 00:40:20.230 you defined love, for instance, as caring for 00:40:20.230 --> 00:40:24.110 others and caring for someone else. It's not 00:40:24.110 --> 00:40:26.349 that I missed out on that completely, but I didn't 00:40:26.349 --> 00:40:28.849 fully comprehend how to embrace that definition 00:40:28.849 --> 00:40:31.789 until one day it dawned on me. I was like, oh, 00:40:31.829 --> 00:40:35.230 in Spanish, love is a verb. And it's easy to 00:40:35.230 --> 00:40:38.010 see that it's a verb. you you have to change 00:40:38.010 --> 00:40:41.010 the way that it's said and i didn't realize that 00:40:41.010 --> 00:40:43.309 in english like love was something that i wanted 00:40:43.309 --> 00:40:45.210 you know love was something that i could get 00:40:45.210 --> 00:40:48.050 more of it was more of like a noun than it was 00:40:48.050 --> 00:40:50.269 a verb but you're talking about the verb side 00:40:50.269 --> 00:40:53.469 of it and so if it's a verb which requires action 00:40:53.469 --> 00:40:57.230 then the more that we act in love on behalf of 00:40:57.230 --> 00:40:59.550 others, the better the muscle becomes, right? 00:40:59.570 --> 00:41:02.269 The greater that it grows. And so I love that 00:41:02.269 --> 00:41:04.230 you talked about that because that's really the 00:41:04.230 --> 00:41:06.469 essence of being a visionary and guiding people 00:41:06.469 --> 00:41:09.730 and helping people move forward. I also love 00:41:09.730 --> 00:41:13.050 that you talked about how with the uncertain 00:41:13.050 --> 00:41:16.530 market aspects, I think most visionaries are 00:41:16.530 --> 00:41:18.869 stuck in this feeling like, oh my gosh, I have 00:41:18.869 --> 00:41:22.070 to act like I'm certain. I have to be the one 00:41:22.070 --> 00:41:25.690 who shows. bold confidence. And you can accidentally 00:41:25.690 --> 00:41:29.150 imitate confidence and not actually have it. 00:41:29.210 --> 00:41:31.750 But if we're providing something that's truly 00:41:31.750 --> 00:41:34.730 valuable to people in need, it doesn't matter 00:41:34.730 --> 00:41:36.909 how much uncertainty exists in the world because 00:41:36.909 --> 00:41:39.489 you're creating that certainty, which then allows 00:41:39.489 --> 00:41:41.769 people to magnetically come to you and say, I 00:41:41.769 --> 00:41:43.730 want to buy from you. But you have to have certainty 00:41:43.730 --> 00:41:46.690 that's based in virtue. That would be what I 00:41:46.690 --> 00:41:48.730 gather on that. So as we get ready to wrap up. 00:41:48.730 --> 00:41:50.690 That's a wonderful way to say it. That's very 00:41:50.690 --> 00:41:53.489 good. Well, I finally got one in because it was 00:41:53.489 --> 00:41:55.289 like, man, you've been goldmine after goldmine, 00:41:55.309 --> 00:41:57.769 super clear, poetic Shakespeare style. And I've 00:41:57.769 --> 00:42:00.929 been like, I'm learning so much here. So this 00:42:00.929 --> 00:42:03.650 is good. So leadership secrets in the age of 00:42:03.650 --> 00:42:05.829 AI. We've talked about a ton of those right now 00:42:05.829 --> 00:42:08.250 and the missing ingredients for it as well. I 00:42:08.250 --> 00:42:11.070 want to end on this. Kristen, if this was the 00:42:11.070 --> 00:42:13.429 last chance that you had to talk to visionary 00:42:13.429 --> 00:42:15.550 leaders out there, what would your counsel be 00:42:15.550 --> 00:42:26.099 for them? Get over yourself. I love it. Honestly, 00:42:28.139 --> 00:42:31.800 I finally did that when I was about 50 and everything 00:42:31.800 --> 00:42:35.139 changed after that. I was, I was laughing at 00:42:35.139 --> 00:42:37.940 myself. I, I, you know, my husband, I laughed 00:42:37.940 --> 00:42:40.500 a lot more because I was laughing at myself. 00:42:40.619 --> 00:42:43.159 I just, everything got funny. You know, it's 00:42:43.159 --> 00:42:45.320 like, okay, I made a mistake. Yeah, I know. I 00:42:45.320 --> 00:42:48.159 know. But that really was when our marriage, 00:42:48.239 --> 00:42:50.679 I was always good before then. Cause we worked 00:42:50.679 --> 00:42:54.369 so hard on it. But that's when things became 00:42:54.369 --> 00:42:58.889 heaven on earth. Honest to God. I just we were 00:42:58.889 --> 00:43:02.510 free and happy and with each other. And just 00:43:02.510 --> 00:43:06.210 it was a beautiful thing because we weren't all 00:43:06.210 --> 00:43:10.010 worried about our image to that person or how 00:43:10.010 --> 00:43:13.110 well we were performing or any of that. We just 00:43:13.110 --> 00:43:17.050 accepted the truth of each other. This was a 00:43:17.050 --> 00:43:20.570 masterclass on visionary, purposeful, legacy 00:43:20.570 --> 00:43:23.449 -driven living. I'm so blessed by your interviewing 00:43:23.449 --> 00:43:25.949 with me on this. My friends, visionaries, we 00:43:25.949 --> 00:43:28.289 have the opportunity to get over ourselves. And 00:43:28.289 --> 00:43:30.510 one of the great recipes to help us all do that 00:43:30.510 --> 00:43:32.590 is one of my favorite quotes that I do fill it 00:43:32.590 --> 00:43:34.750 regularly. And it's an opportunity I always remind 00:43:34.750 --> 00:43:36.869 myself to dive into it, but it is one of my top 00:43:36.869 --> 00:43:39.090 two favorite quotes in life. And that is, people 00:43:39.090 --> 00:43:41.789 don't care how much we know until they know how 00:43:41.789 --> 00:43:45.480 much we care. And in essence, that's it. Theodore 00:43:45.480 --> 00:43:47.380 Roosevelt. Got to give him credit on that one. 00:43:47.420 --> 00:43:50.210 I haven't heard that before. Yeah. People don't 00:43:50.210 --> 00:43:52.010 care how much we know until they know how much 00:43:52.010 --> 00:43:54.429 we care. Kristen, I can feel the depth of how 00:43:54.429 --> 00:43:57.010 much you care. I'm grateful for it. Visionaries, 00:43:57.030 --> 00:43:59.989 you can connect with Kristen Zhivago on LinkedIn 00:43:59.989 --> 00:44:03.010 or elsewhere. You can get the books and check 00:44:03.010 --> 00:44:04.630 the books out too. She's got another book coming 00:44:04.630 --> 00:44:06.570 out soon to keep updated as well for us. But 00:44:06.570 --> 00:44:09.329 more importantly, I would say if you're in a 00:44:09.329 --> 00:44:11.409 point where you need clarity for your vision, 00:44:11.489 --> 00:44:13.130 you need certainty for your vision, you want 00:44:13.130 --> 00:44:15.610 to be able to bring it to more people, start 00:44:15.610 --> 00:44:17.710 recruiting and finding the right people to be 00:44:17.710 --> 00:44:19.389 along your side for that journey. journey and 00:44:19.389 --> 00:44:21.650 call Kristen, put her on your lineup of people 00:44:21.650 --> 00:44:23.670 that you want to recruit and interview. And my 00:44:23.670 --> 00:44:25.409 friends will see on the next episode of Vision 00:44:25.409 --> 00:44:27.670 Pros Live. Kristen, this is amazing. Thank you 00:44:27.670 --> 00:44:30.179 for your time today. Thank you for being here 00:44:30.179 --> 00:44:32.059 today. I'm really happy that you tuned in to 00:44:32.059 --> 00:44:34.519 Vision Pros Live. I'm looking forward to seeing 00:44:34.519 --> 00:44:37.579 your reactions as these episodes continue to 00:44:37.579 --> 00:44:39.280 move forward. This is going to get more and more 00:44:39.280 --> 00:44:41.599 fun. We'll have more and more engagement as well. 00:44:41.619 --> 00:44:43.559 We'll invite people to participate in the show. 00:44:43.659 --> 00:44:45.699 And thank you for giving us your time and attention. 00:44:46.000 --> 00:44:48.639 Have an excellent time building out your vision 00:44:48.639 --> 00:44:49.980 and becoming a vision pro yourself.