WEBVTT 00:00:00.300 --> 00:00:02.520 Hey, what's up, everybody? Welcome in to Vision 00:00:02.520 --> 00:00:04.820 Pros Live. I'm so excited to have Jason Clark 00:00:04.820 --> 00:00:07.839 here, the Chief Marketing Officer of Tectonic. 00:00:07.879 --> 00:00:10.480 And this guy's got a musical background, which 00:00:10.480 --> 00:00:12.820 I almost always bring genius with it. We're going 00:00:12.820 --> 00:00:14.880 to be talking about moving from mixed messages, 00:00:14.939 --> 00:00:17.899 which, guys, let's face it, 99 % of the world 00:00:17.899 --> 00:00:20.839 is there, and all of us can get better, to actually 00:00:20.839 --> 00:00:23.199 building market confidence with your audience 00:00:23.199 --> 00:00:25.600 and the leadership shift that allows us to do 00:00:25.600 --> 00:00:27.760 just that. Jason Clark, thanks for being here 00:00:27.760 --> 00:00:29.899 again with us on Vision Pros. Great to be here, 00:00:29.980 --> 00:00:33.359 Jackson. Thanks. Absolutely. And where are you 00:00:33.359 --> 00:00:35.939 based out of? Let's start physically. I'm in 00:00:35.939 --> 00:00:38.340 Louisville, Kentucky, but hope to be entirely 00:00:38.340 --> 00:00:42.740 remote nomadic next year. So wish me luck. Oh, 00:00:42.820 --> 00:00:44.399 man. Yeah, for sure. Come join me in Ecuador. 00:00:45.259 --> 00:00:48.780 That'll be awesome. So my friends, Jason Clark 00:00:48.780 --> 00:00:52.179 and Tectonic have built a phenomenal. brand um 00:00:52.179 --> 00:00:54.299 and and these are leaders who've come together 00:00:54.299 --> 00:00:57.119 to make sure that what they're doing um you know 00:00:57.119 --> 00:00:58.780 they're able to bridge each other's gaps you 00:00:58.780 --> 00:01:01.780 know you you can't i don't see too many solopreneurs 00:01:01.780 --> 00:01:04.340 out there doing very well um there's a hidden 00:01:04.340 --> 00:01:06.299 elite market that kind of calls them entrepreneurs 00:01:06.299 --> 00:01:09.450 my hope is that this inspires you to help to 00:01:09.450 --> 00:01:12.090 work with others on your vision and see what's 00:01:12.090 --> 00:01:14.090 possible. And so we're just going to take a little 00:01:14.090 --> 00:01:16.650 bit of a deep dive into Jason's brand. My team 00:01:16.650 --> 00:01:18.530 of the last couple of weeks, Jason has been bought 00:01:18.530 --> 00:01:21.010 like down my throat, like Jackson, we need to 00:01:21.010 --> 00:01:23.909 be more like tectonic Jackson. Look at what tectonic 00:01:23.909 --> 00:01:27.409 is doing to this Jackson. And I put them on as 00:01:27.409 --> 00:01:29.129 a guys, this website's beautiful like this. They 00:01:29.129 --> 00:01:32.329 have so many amazing elements built into this. 00:01:32.370 --> 00:01:35.349 And this is not because. of AI. I'm sure y 'all 00:01:35.349 --> 00:01:37.730 know how to use AI too, but this is a representation 00:01:37.730 --> 00:01:40.450 of a brand that truly knows how they serve people. 00:01:40.650 --> 00:01:43.530 So please take your notepads out. Let's dive 00:01:43.530 --> 00:01:46.849 in deep to our listening skills and be real present 00:01:46.849 --> 00:01:49.069 with what Jason's about to unveil for us because 00:01:49.069 --> 00:01:52.370 him and his team, they're doing things so, so 00:01:52.370 --> 00:01:54.049 right. So Jason, where do you want to start? 00:01:55.370 --> 00:02:01.129 I guess we can start at maybe my arrival and 00:02:01.129 --> 00:02:06.700 the the rebranding of our different divisions 00:02:06.700 --> 00:02:09.819 and companies into Tectonic, if that makes sense. 00:02:10.719 --> 00:02:14.759 I actually, so I owned, and I owned my agency, 00:02:14.780 --> 00:02:17.979 which is called Via Studio for 20 something years. 00:02:18.759 --> 00:02:23.180 And in 2023, we merged with a company called 00:02:23.180 --> 00:02:27.979 eResources. eResources is a larger digital services 00:02:27.979 --> 00:02:32.340 firm. It's got IT services and MSP. They've got 00:02:32.340 --> 00:02:36.080 a couple of SAS products. They've got a dev team 00:02:36.080 --> 00:02:42.319 in Indonesia. And they were looking for a marketing 00:02:42.319 --> 00:02:47.439 and branding company to acquire to add that essentially 00:02:47.439 --> 00:02:49.960 that package of services into their offerings 00:02:49.960 --> 00:02:54.460 instead of farming it out like they used to do. 00:02:54.580 --> 00:02:58.879 So I sold my company. merged it into eResources 00:02:58.879 --> 00:03:02.379 and over the past two years we have rebranded 00:03:02.379 --> 00:03:06.360 as Tectonic and it's been my job since that merger 00:03:06.360 --> 00:03:10.819 to package all of our services and offerings 00:03:10.819 --> 00:03:14.479 up into this bigger brand, rename us, give us 00:03:14.479 --> 00:03:17.159 a new identity, give us positioning that makes 00:03:17.159 --> 00:03:19.879 sense to the world and to our potential customers. 00:03:20.840 --> 00:03:24.360 And oh, wow, does it ever. Jason, like you crushed 00:03:24.360 --> 00:03:27.639 it, man. It is absolutely genius. We studied 00:03:27.639 --> 00:03:29.879 your brand several times and they keep studying 00:03:29.879 --> 00:03:33.020 it because they keep bringing it up. So visionaries, 00:03:33.020 --> 00:03:36.219 this is not a common reality. Most visions, we 00:03:36.219 --> 00:03:39.080 think we have clarity, but. when we actually 00:03:39.080 --> 00:03:41.979 take it in front of the market we don't get people's 00:03:41.979 --> 00:03:43.879 crystal clear buy -in for what it is that we 00:03:43.879 --> 00:03:47.120 want so um let's go back to that concept of mixed 00:03:47.120 --> 00:03:49.500 messaging and moving to market confidence a bit 00:03:49.500 --> 00:03:53.219 jason um one of the things we promise you as 00:03:53.219 --> 00:03:56.580 we talk about is why unclear messaging creates 00:03:56.580 --> 00:03:59.560 hesitation i'd love to add in how do we move 00:03:59.560 --> 00:04:04.159 away from it yeah sure uh so i am i used to think 00:04:04.159 --> 00:04:07.520 i was the creative guy And I think over the course 00:04:07.520 --> 00:04:09.900 of my career and kind of my evolution as a professional, 00:04:10.039 --> 00:04:13.599 I've become the structure guy. I think that structure 00:04:13.599 --> 00:04:17.139 helps creativity. Right. There are, you know, 00:04:17.139 --> 00:04:20.199 that old phrase, think outside the box. Most 00:04:20.199 --> 00:04:25.439 people need a box. This is helpful. You know, 00:04:25.439 --> 00:04:27.740 you can ask any designer if you get a client 00:04:27.740 --> 00:04:29.639 that says, do whatever you want. That's not really 00:04:29.639 --> 00:04:34.220 good direction. So. So, yeah, you know, early 00:04:34.220 --> 00:04:36.579 in my career when the agency was mostly doing 00:04:36.579 --> 00:04:40.220 websites and we were a lot smaller, I would hear 00:04:40.220 --> 00:04:43.139 from our clients, you know, we would get hired 00:04:43.139 --> 00:04:48.259 to build a website. And what we didn't realize 00:04:48.259 --> 00:04:50.959 yet and what the client didn't realize is we 00:04:50.959 --> 00:04:53.160 were building their brand strategy as we were 00:04:53.160 --> 00:04:56.360 building the websites. And it was just a recipe 00:04:56.360 --> 00:04:59.060 for disaster. Right. Failed project after failed 00:04:59.060 --> 00:05:03.139 project. So. My focus, because web development 00:05:03.139 --> 00:05:08.000 became a somewhat codified industry with clear 00:05:08.000 --> 00:05:11.420 roles and processes and whatnot, is I started 00:05:11.420 --> 00:05:15.259 to back up into brand strategy a little bit more 00:05:15.259 --> 00:05:18.259 heavily. And we developed this framework that 00:05:18.259 --> 00:05:22.459 we call the North Star Framework now that helps 00:05:22.459 --> 00:05:27.000 teams, organizations, lots of nonprofits get 00:05:27.000 --> 00:05:31.930 aligned as to their audience. their value propositions, 00:05:31.930 --> 00:05:35.850 their differentiation in the market, all the 00:05:35.850 --> 00:05:39.329 way leading up to the creative, the voice and 00:05:39.329 --> 00:05:42.670 visual assets that define their brand and help 00:05:42.670 --> 00:05:45.709 people bond to them. So long answer to a short 00:05:45.709 --> 00:05:48.230 question, but did that make sense? Well, no, 00:05:48.329 --> 00:05:51.089 absolutely. And it's a helpful path. The brand 00:05:51.089 --> 00:05:54.149 strategy aspect, I used to call back when I didn't. 00:05:55.050 --> 00:05:58.790 I needed to honor my design friends more. I used 00:05:58.790 --> 00:06:01.490 to say they're glorified tattoo artists, you 00:06:01.490 --> 00:06:03.750 know, and they didn't understand the strategy. 00:06:03.930 --> 00:06:06.569 They would take orders from an entrepreneur, 00:06:06.589 --> 00:06:08.850 but not actually know how to think through is 00:06:08.850 --> 00:06:10.470 this, does this make sense for the market or 00:06:10.470 --> 00:06:12.990 not? So I'm grateful for the shift you made too. 00:06:13.389 --> 00:06:16.550 I also know the pain of providing something to 00:06:16.550 --> 00:06:18.550 an entrepreneur where they've given you that 00:06:18.550 --> 00:06:21.949 out of the box opportunity. Yeah. But then you 00:06:21.949 --> 00:06:24.699 come back and they're like, what is this? Right. 00:06:24.699 --> 00:06:32.240 So, right. Yeah. Well, there is a part. And in 00:06:32.240 --> 00:06:34.860 the process that we have, you have to bring people 00:06:34.860 --> 00:06:39.720 along step by step. You can't get from no codified 00:06:39.720 --> 00:06:43.439 strategy or articulate version of your brand 00:06:43.439 --> 00:06:48.360 to something that is useful and true and creative 00:06:48.360 --> 00:06:51.240 and mind blowing. You can't get there in just 00:06:51.240 --> 00:06:53.959 one jump. Especially when you've got lots of 00:06:53.959 --> 00:06:56.100 stakeholders, maybe a bigger leadership team. 00:06:56.439 --> 00:06:59.920 We've worked with nonprofits that we're essentially 00:06:59.920 --> 00:07:03.259 presenting to the board of 30 or 40 people at 00:07:03.259 --> 00:07:06.680 a time and they've all got a voice. So you have 00:07:06.680 --> 00:07:10.680 to bring them along. So it's sometimes the process 00:07:10.680 --> 00:07:13.279 can take longer when you do that. But if you 00:07:13.279 --> 00:07:16.500 say, OK, last week you approved this because 00:07:16.500 --> 00:07:20.970 of this, we're going to do this. OK. now we've 00:07:20.970 --> 00:07:22.949 got your approval there because of this, we're 00:07:22.949 --> 00:07:25.250 going to do this. And that all ladders up to 00:07:25.250 --> 00:07:27.389 the creative hook that we developed at the end 00:07:27.389 --> 00:07:30.350 of the process when everybody says, oh my God, 00:07:30.490 --> 00:07:34.490 we did it. And that's just a great feeling when, 00:07:34.490 --> 00:07:38.649 you know, when a whole team or, or board gives 00:07:38.649 --> 00:07:40.870 you a round of applause because nobody thought 00:07:40.870 --> 00:07:44.750 it was possible. Right. We've got, we did one. 00:07:45.509 --> 00:07:47.529 I think you showed it when you skimmed through 00:07:47.529 --> 00:07:51.240 some of our work, but one of our clients Bernheim 00:07:51.240 --> 00:07:56.779 Forest and Arboretum they told us I'm paraphrasing 00:07:56.779 --> 00:07:58.939 but they told us they had been trying to redesign 00:07:58.939 --> 00:08:04.579 their identity for about 40 years and they couldn't 00:08:04.579 --> 00:08:10.139 get that momentum and alignment to get to something 00:08:10.139 --> 00:08:14.139 really stunning because it there was no structure 00:08:14.139 --> 00:08:17.680 to the process ever so we installed that process 00:08:17.680 --> 00:08:21.870 early on And again, we took them step by step. 00:08:21.990 --> 00:08:24.689 And when we got finished and revealed the brand, 00:08:25.029 --> 00:08:29.009 everybody knew it was true. Everybody saw that 00:08:29.009 --> 00:08:32.769 it aligned with their vision and what their audience 00:08:32.769 --> 00:08:37.350 thought the park was. And yeah, it was just everyone 00:08:37.350 --> 00:08:39.649 was thrilled. And they continue to be thrilled. 00:08:40.190 --> 00:08:42.730 Well, I love that. And so the neat thing, there's 00:08:42.730 --> 00:08:44.529 a couple of hidden messages in there, visionaries. 00:08:45.629 --> 00:08:47.889 These people were like Moses, lost in the desert 00:08:47.889 --> 00:08:50.429 for 40 years, so to speak. But they had a business 00:08:50.429 --> 00:08:52.769 that made it past the 10 -year mark, which is 00:08:52.769 --> 00:08:55.710 the one that kills 96%. And so there's elements 00:08:55.710 --> 00:08:57.690 of success that existed in there, but there's 00:08:57.690 --> 00:09:00.230 still opportunity for that entrepreneur and for 00:09:00.230 --> 00:09:01.929 the team members as well and the people involved 00:09:01.929 --> 00:09:05.190 to find more fulfillment and more success, right? 00:09:05.269 --> 00:09:06.889 There's always an opportunity to lean into greater 00:09:06.889 --> 00:09:09.169 abundance. And so that story reminds me of a 00:09:09.169 --> 00:09:11.549 client I'm working with right now. And I thought 00:09:11.549 --> 00:09:13.250 we were cool because they've been at it for like 00:09:13.250 --> 00:09:15.330 eight years, you know, trying to get. that type 00:09:15.330 --> 00:09:17.830 of clarity and now it looks like we've unpacked 00:09:17.830 --> 00:09:20.350 what's necessary for at least the founders to 00:09:20.350 --> 00:09:23.370 be like holy crap we can finally see our vision 00:09:23.370 --> 00:09:26.590 coming to reality and it's such a neat centering 00:09:26.590 --> 00:09:29.450 feeling to have and what's most important guys 00:09:29.450 --> 00:09:32.549 it's actually not about that internal feeling 00:09:33.159 --> 00:09:35.200 it's because what's going to happen with the 00:09:35.200 --> 00:09:37.980 clients and the prospects as they can trust the 00:09:37.980 --> 00:09:39.840 brand more on the front end and so that's going 00:09:39.840 --> 00:09:42.700 to be a huge opportunity to help so many other 00:09:42.700 --> 00:09:44.899 lives the products and services of what this 00:09:44.899 --> 00:09:46.960 brand actually provides so jason we're going 00:09:46.960 --> 00:09:48.840 to look at that video from bernheim in just a 00:09:48.840 --> 00:09:51.419 minute as well um i'd love for you guys to see 00:09:51.419 --> 00:09:54.139 some of just a small fraction of the clarity 00:09:54.139 --> 00:09:56.399 that jason and his team have been able to open 00:09:56.399 --> 00:09:58.259 for these individuals because my friends one 00:09:58.259 --> 00:10:00.580 of the big questions that we want to answer for 00:10:00.580 --> 00:10:03.240 ourselves and what we do is Why do some brands 00:10:03.240 --> 00:10:06.700 inspire trust instantly while others struggle 00:10:06.700 --> 00:10:08.600 to be understood? And how can we help you as 00:10:08.600 --> 00:10:10.500 a visionary get your brand into that position 00:10:10.500 --> 00:10:12.779 for you inspire trust? So we're going to take 00:10:12.779 --> 00:10:14.559 a quick break. We're going to come back and look 00:10:14.559 --> 00:10:17.179 at that. And then Jason, we're going to try to 00:10:17.179 --> 00:10:20.080 dive into how do we help you guys get that instant 00:10:20.080 --> 00:10:22.059 clarity for your own brands as fast as possible? 00:10:22.360 --> 00:10:25.940 All right, welcome in to Vision Pros Live. With 00:10:25.940 --> 00:10:28.179 Jackson Callum, I'm your show host. We'll be 00:10:28.179 --> 00:10:29.899 doing interviews for visionary entrepreneurs 00:10:29.899 --> 00:10:32.799 and guest leaders who are building fantastic 00:10:32.799 --> 00:10:44.029 visions out there. Hey, what's up, everybody? 00:10:44.110 --> 00:10:46.269 Welcome in to Vision Pros Live. I'm so excited 00:10:46.269 --> 00:10:48.230 to have you here. And Jason Clark is joining 00:10:48.230 --> 00:10:51.149 me today. I had a good chuckle when I saw our 00:10:51.149 --> 00:10:53.190 post on LinkedIn. And you look at our pictures 00:10:53.190 --> 00:10:55.769 like, wow, we look kind of like brothers. You 00:10:55.769 --> 00:10:57.509 know, I'm so happy to have somebody else who's 00:10:57.509 --> 00:10:59.759 got hair like mine. on the show that's fun but 00:10:59.759 --> 00:11:01.600 now let's dive into some serious stuff again 00:11:01.600 --> 00:11:04.039 this is your visions are super important to me 00:11:04.039 --> 00:11:06.120 i want you to succeed and those of you who want 00:11:06.120 --> 00:11:08.120 to scale it i want you to be able to scale it 00:11:08.120 --> 00:11:10.700 we've got a legend a living legend who understands 00:11:10.700 --> 00:11:13.879 the value and the ability of helping people articulate 00:11:13.879 --> 00:11:16.059 what is your brand messaging how do you pull 00:11:16.059 --> 00:11:18.080 that together and so we're going to come right 00:11:18.080 --> 00:11:19.259 we're going to come in we're going to talk about 00:11:19.259 --> 00:11:20.720 that i'm going to show you some proof of his 00:11:20.720 --> 00:11:22.860 work too we just talked about bernheim we're 00:11:22.860 --> 00:11:24.500 going to watch a video related to that but before 00:11:24.500 --> 00:11:27.509 we do that I also want to, of course, give you 00:11:27.509 --> 00:11:31.110 guys as much background and resource as possible 00:11:31.110 --> 00:11:34.009 so that you guys can have success. So here at 00:11:34.009 --> 00:11:36.429 First Class Business, we love to work with brands 00:11:36.429 --> 00:11:39.250 that are collaborative and lift others. And Journey 00:11:39.250 --> 00:11:41.350 to Wellness is one of those brands. My friends, 00:11:41.389 --> 00:11:43.149 I bet you know somebody who's struggling with 00:11:43.149 --> 00:11:45.710 their health. I highly recommend talking to Dr. 00:11:45.870 --> 00:11:47.809 Shannon and Dr. Justin Pierce. I've known them 00:11:47.809 --> 00:11:50.669 for just over eight years. These two doctors, 00:11:50.889 --> 00:11:52.950 they're people that I've sent three of my friends 00:11:52.950 --> 00:11:55.159 and family members to. And these are people who 00:11:55.159 --> 00:11:57.500 did not know where to turn for medical advice. 00:11:57.580 --> 00:11:58.960 They'd already tried. They'd already gone to 00:11:58.960 --> 00:12:01.519 different doctors. And one of them, for instance, 00:12:01.840 --> 00:12:04.419 was struggling with Crohn's disease. I know that 00:12:04.419 --> 00:12:07.659 Shannon knows things about that disease and Hashimoto's 00:12:07.659 --> 00:12:10.080 syndrome as well, that she's been able to help 00:12:10.080 --> 00:12:12.379 people have success that no other doctors have 00:12:12.379 --> 00:12:13.639 been able to have. She doesn't wage the magic 00:12:13.639 --> 00:12:16.139 wand. It's not anything frou -frou. She just 00:12:16.139 --> 00:12:18.460 does the right testing. And she's also had life 00:12:18.460 --> 00:12:20.539 -threatening illnesses herself. So it's really 00:12:20.539 --> 00:12:23.230 neat to work with a professional who... has the 00:12:23.230 --> 00:12:25.950 same type of negative experience that her patients 00:12:25.950 --> 00:12:28.230 do and that can empathize with that in addition 00:12:28.230 --> 00:12:30.210 to make sure she's doing the studies to uplift 00:12:30.210 --> 00:12:32.149 their lives. So I'm super impressed with them. 00:12:32.210 --> 00:12:34.169 I hope that if you know somebody who needs some 00:12:34.169 --> 00:12:36.909 serious help from medical perspectives, I'm not 00:12:36.909 --> 00:12:38.990 the doctor. I don't know the doctor stuff. I 00:12:38.990 --> 00:12:40.269 just know what she's been able to do for my friends 00:12:40.269 --> 00:12:42.129 and family. And I hope that helps you as well. 00:12:42.309 --> 00:12:44.549 Then there's Practice Makes Permanent with Jennifer 00:12:44.549 --> 00:12:47.169 Reed. I've seen so many businesses that have 00:12:47.169 --> 00:12:49.909 great promise struggle with the aspect of making 00:12:49.909 --> 00:12:51.750 sure their team members are inspired and you 00:12:51.750 --> 00:12:54.220 can. feel it. It's palpable when you walk in 00:12:54.220 --> 00:12:56.120 environments like that. And so understanding 00:12:56.120 --> 00:12:58.960 how to bridge your cultural gaps. Sometimes a 00:12:58.960 --> 00:13:01.940 coach can be the best option. Sometimes a facilitator. 00:13:02.000 --> 00:13:04.259 That's what Jennifer Reed is. And sometimes it's 00:13:04.259 --> 00:13:06.940 a program or a book or a seminar, but I prefer 00:13:06.940 --> 00:13:09.059 to lean into this as heavily as possible because. 00:13:09.529 --> 00:13:12.289 If my team feels well and is performing well 00:13:12.289 --> 00:13:13.509 and they're working well together, guess what? 00:13:13.529 --> 00:13:15.169 That's going to rub off on everybody that we 00:13:15.169 --> 00:13:17.509 serve. And so I lean into this as heavily as 00:13:17.509 --> 00:13:19.570 possible. I look for people who have personal 00:13:19.570 --> 00:13:23.129 stories that showcase their commitment to things 00:13:23.129 --> 00:13:25.649 like emotional intelligence and spiritual intelligence 00:13:25.649 --> 00:13:28.750 and making sure that relationships are solid. 00:13:29.070 --> 00:13:31.529 Bring a tissue box when you talk to Jennifer 00:13:31.529 --> 00:13:35.659 Reed. Her vision, her mission, her why. that 00:13:35.659 --> 00:13:37.840 it's about as powerful as it gets. I highly recommend 00:13:37.840 --> 00:13:39.580 checking out what she can do to help you with 00:13:39.580 --> 00:13:41.720 growth as well. And then there's the water project. 00:13:41.840 --> 00:13:43.559 We're not affiliated with the water project, 00:13:43.659 --> 00:13:46.159 but we do believe in it. And I support it every 00:13:46.159 --> 00:13:48.019 single month. We send a little bit of money to 00:13:48.019 --> 00:13:50.080 the water project because when I found out that 00:13:50.080 --> 00:13:51.700 there's people who don't have access to clean 00:13:51.700 --> 00:13:53.419 drinking water, it kind of, it didn't strike 00:13:53.419 --> 00:13:54.899 me at first, but I started to meditate on it. 00:13:54.940 --> 00:13:56.779 I was like, well. wait a second i've never been 00:13:56.779 --> 00:13:58.299 thirsty in my life i wonder why i can't relate 00:13:58.299 --> 00:14:00.179 to this but there are millions of people who 00:14:00.179 --> 00:14:02.059 don't have access to clean drinking water and 00:14:02.059 --> 00:14:03.659 i look at these kids on these pictures i'm like 00:14:03.659 --> 00:14:06.159 man what would it be like if my kids had to get 00:14:06.159 --> 00:14:09.000 their water out of a well like this um or a circumstance 00:14:09.000 --> 00:14:10.320 where it's like you don't know what's going to 00:14:10.320 --> 00:14:12.139 happen i don't mean to go too far off the deep 00:14:12.139 --> 00:14:14.019 end of the darkness but my friends we've got 00:14:14.019 --> 00:14:16.320 millions of people that we can help just by contributing 00:14:16.320 --> 00:14:19.000 a small amount and if you don't have the finances 00:14:19.000 --> 00:14:20.639 to be able to contribute to a project like this 00:14:21.149 --> 00:14:22.909 my hope is that you'll bring it up over dinner 00:14:22.909 --> 00:14:24.970 with somebody that you'll show people what they're 00:14:24.970 --> 00:14:26.450 building because they show you the community 00:14:26.450 --> 00:14:28.629 projects and what i love about it is when i commit 00:14:28.629 --> 00:14:31.409 a monetary value to a community project they 00:14:31.409 --> 00:14:33.830 send me the social proof they send me videos 00:14:33.830 --> 00:14:36.990 or or pictures and they tell us exactly what 00:14:36.990 --> 00:14:38.750 they're building whether it's a sand dam or a 00:14:38.750 --> 00:14:41.429 borehole well i know more about how to how to 00:14:41.429 --> 00:14:43.830 drill water than i could have ever possibly imagined 00:14:43.830 --> 00:14:45.950 before this but this picture that comes up next 00:14:45.950 --> 00:14:49.230 these are kids celebrating water like our kids 00:14:49.230 --> 00:14:51.850 celebrate christmas day That's a humbling reality. 00:14:52.110 --> 00:14:53.590 And again, I hope that we all lean in. There's 00:14:53.590 --> 00:14:56.190 8 billion people to help in this world. And I 00:14:56.190 --> 00:14:58.129 hope we join forces in doing just that. If you've 00:14:58.129 --> 00:14:59.909 got a project, by the way, or a crowdfunding 00:14:59.909 --> 00:15:01.830 going on for your own life or for somebody else's, 00:15:01.830 --> 00:15:04.470 do us a favor, drop that link in the comments. 00:15:04.610 --> 00:15:06.649 Let us know about it so we can also explore it. 00:15:06.669 --> 00:15:08.570 I might talk about it here on the show and you 00:15:08.570 --> 00:15:10.309 never know how many people might end up contributing. 00:15:10.470 --> 00:15:12.809 So again, let's always go about trying to raise 00:15:12.809 --> 00:15:14.649 awareness for the good things in life, just like 00:15:14.649 --> 00:15:16.350 we're doing right now for how to build out your 00:15:16.350 --> 00:15:19.049 visions. And so without further ado, we're going 00:15:19.049 --> 00:15:22.799 to dive right into. jason clark's video of bernheimer 00:15:22.799 --> 00:15:24.840 and how they helped this company build out and 00:15:24.840 --> 00:15:26.360 we're going to dive right back into talking how 00:15:26.360 --> 00:15:28.700 do we create this type of instant clarity for 00:15:28.700 --> 00:15:30.480 your brands as well we'll see on the other side 00:16:10.060 --> 00:16:29.889 Boom. Jason Clark. Man, I wanted to keep playing. 00:16:29.950 --> 00:16:32.070 I was like, but I want to dive into this element 00:16:32.070 --> 00:16:34.970 of how do we create stuff like that? We got you 00:16:34.970 --> 00:16:36.870 here. Let's dive into that, guys. You can catch 00:16:36.870 --> 00:16:39.070 the rest of the video later, but we need to dive 00:16:39.070 --> 00:16:40.970 right into Jason's brain that's not on that website. 00:16:41.190 --> 00:16:45.590 So go ahead, Jason. Good. Well, all of that work, 00:16:45.750 --> 00:16:49.210 it's stunning. It's beautiful. It catches people's 00:16:49.210 --> 00:16:53.169 imagination and attention. It works. But none 00:16:53.169 --> 00:16:57.440 of it was done from... from zero to creative 00:16:57.440 --> 00:17:01.120 before the strategy was the strategy was in place 00:17:01.120 --> 00:17:04.960 um and again that's that's the stop gap to make 00:17:04.960 --> 00:17:07.779 sure uh you talked about indecision at the beginning 00:17:07.779 --> 00:17:10.700 of our conversation right like i know a lot of 00:17:10.700 --> 00:17:12.700 people i talk to a lot of marketing managers 00:17:12.700 --> 00:17:17.119 cmos it's not uncommon for people to not really 00:17:17.119 --> 00:17:20.180 know how to get there you know it's you've got 00:17:20.180 --> 00:17:23.079 your daily you got your daily responsibilities 00:17:23.079 --> 00:17:26.400 in front of you so it's hard to take that time 00:17:26.400 --> 00:17:29.740 to uh to do the strategy work before you start 00:17:29.740 --> 00:17:36.599 so let me share um a little bit of our framework 00:17:36.599 --> 00:17:42.230 here so While you do that, Jason, while you do 00:17:42.230 --> 00:17:44.650 that, you mentioned structure earlier. My friends, 00:17:44.690 --> 00:17:47.970 all of us value crossing bridges. All of us value 00:17:47.970 --> 00:17:50.069 crossing bridges. It's an entirely different 00:17:50.069 --> 00:17:52.009 reality to know how to build the bridge. And 00:17:52.009 --> 00:17:53.490 that's what Jason's talking about. It's kind 00:17:53.490 --> 00:17:56.029 of the thing we take for granted. We never celebrate 00:17:56.029 --> 00:17:57.650 the person who's building the bridge. We're always 00:17:57.650 --> 00:17:59.329 like, when are they going to finish? And then 00:17:59.329 --> 00:18:00.970 we never celebrate once they're done with it 00:18:00.970 --> 00:18:03.069 either. We always just drive across it and forget 00:18:03.069 --> 00:18:05.130 that somebody actually did it. So Jason's talking 00:18:05.130 --> 00:18:08.440 about unlocking that type of clarity. the branding 00:18:08.440 --> 00:18:11.519 the the prettiness of it that's not the whole 00:18:11.519 --> 00:18:13.500 piece we've got to understand these parts that 00:18:13.500 --> 00:18:16.220 he's about to show on the screen and let me see 00:18:16.220 --> 00:18:17.619 here i think i can pull it can you pull that 00:18:17.619 --> 00:18:19.599 up jason or do i have to do that part i think 00:18:19.599 --> 00:18:22.279 you have to do it okay i got you are we good 00:18:22.279 --> 00:18:26.980 yeah perfect yeah that's good okay we're charting 00:18:26.980 --> 00:18:30.579 new territory we need a guide so that is our 00:18:30.579 --> 00:18:33.660 uh our hook for this process is the north star 00:18:33.660 --> 00:18:39.690 framework so It's five phases, right? Diagnosing 00:18:39.690 --> 00:18:42.329 the needs of the business, mapping the obstacles 00:18:42.329 --> 00:18:45.529 in the competition, uncovering the reality of 00:18:45.529 --> 00:18:50.589 the audience and their needs and how your offerings 00:18:50.589 --> 00:18:54.369 match to their needs. Then defining the truth 00:18:54.369 --> 00:18:58.450 of the brand. And this is where the creative, 00:18:58.690 --> 00:19:00.930 before you see the creative, you can start to 00:19:00.930 --> 00:19:03.269 feel what it's going to be because you've done 00:19:03.269 --> 00:19:06.549 all this pre -work before. And then the end of 00:19:06.549 --> 00:19:11.589 this process is creating the hook. I also want 00:19:11.589 --> 00:19:14.509 to show this this brand and marketing pyramid. 00:19:14.690 --> 00:19:17.990 So I developed this a long time ago to help people 00:19:17.990 --> 00:19:20.329 understand that the foundation of all of their 00:19:20.329 --> 00:19:23.269 marketing work and branding work is that bottom 00:19:23.269 --> 00:19:26.450 layer, your brand strategy, your identity, your 00:19:26.450 --> 00:19:29.190 core positioning. If you don't have that well 00:19:29.190 --> 00:19:32.170 mapped and well articulated, none of the other 00:19:32.170 --> 00:19:34.960 stuff is going to work that well. And whether 00:19:34.960 --> 00:19:39.019 you're a solopreneur or a small business or a 00:19:39.019 --> 00:19:42.319 nonprofit or even a giant business, this pertains 00:19:42.319 --> 00:19:45.440 to everyone. So you don't have to hire us to 00:19:45.440 --> 00:19:47.960 do that work, but you do need to do the work 00:19:47.960 --> 00:19:51.700 yourself. It's worth it to take that time. You 00:19:51.700 --> 00:19:54.519 guys might use synonyms that are a little bit 00:19:54.519 --> 00:19:56.779 different than what Jason talked about. We use 00:19:56.779 --> 00:20:00.640 vision, culture, and leadership. But every single 00:20:00.640 --> 00:20:04.119 one of those words that were on the last... frame 00:20:04.119 --> 00:20:08.240 the brand strategy the positioning exactly align 00:20:08.240 --> 00:20:10.880 with what i've seen with the companies that we've 00:20:10.880 --> 00:20:12.900 been building whether it's dr eric berg who's 00:20:12.900 --> 00:20:16.059 got 14 million subscribers um you know or lewis 00:20:16.059 --> 00:20:18.900 house who's got millions as well these are brands 00:20:18.900 --> 00:20:21.039 that did these components really well and the 00:20:21.039 --> 00:20:23.599 byproduct was the rest of what they built was 00:20:23.599 --> 00:20:26.829 was was congruent as they, as they continued 00:20:26.829 --> 00:20:28.930 to build it out. So again, I love it. That was 00:20:28.930 --> 00:20:31.930 awesome. That's great. So yeah, we needed a frame 00:20:31.930 --> 00:20:34.750 of a memorable framework and this really fits 00:20:34.750 --> 00:20:37.309 right. We can, we can go through this easily 00:20:37.309 --> 00:20:40.250 and people understand the step -by -step process 00:20:40.250 --> 00:20:42.609 that we're going through. So at the end of each 00:20:42.609 --> 00:20:46.009 one of these phases, there's, there's a gut check, 00:20:46.150 --> 00:20:50.549 right? So we don't need to spend too much time 00:20:50.549 --> 00:20:53.700 on this, but we can. There's a question and an 00:20:53.700 --> 00:20:56.160 answer from each of these phases, right? The 00:20:56.160 --> 00:20:59.099 needs. What do we need to achieve? How are we 00:20:59.099 --> 00:21:01.980 going to do that work to define what we're achieving, 00:21:02.319 --> 00:21:06.660 right? And I think the biggest mistake I see 00:21:06.660 --> 00:21:09.519 some people make is that the CEO or the founder 00:21:09.519 --> 00:21:14.759 thinks that they are articulating it well, but 00:21:14.759 --> 00:21:19.599 it is not codified in any way except for what 00:21:19.599 --> 00:21:22.720 comes out of their mouth. that is one of the 00:21:22.720 --> 00:21:24.839 things that we try to do is extract it from a 00:21:24.839 --> 00:21:29.519 person and attach it more to the brand the so 00:21:29.519 --> 00:21:34.519 um the obstacles right so what stands in our 00:21:34.519 --> 00:21:38.140 way um and this one's kind of fun um you know 00:21:38.140 --> 00:21:40.420 you can call this competitive analysis but a 00:21:40.420 --> 00:21:43.460 lot of times just from a visual standpoint we'll 00:21:43.460 --> 00:21:46.660 do a color analysis on their on a brand's main 00:21:46.660 --> 00:21:49.880 competition and you'll you can see where the 00:21:49.880 --> 00:21:53.240 opportunities start to present themselves right 00:21:53.240 --> 00:21:57.339 if everybody's in that safe blue space where 00:21:57.339 --> 00:22:00.400 where can we be right do we have to be safe in 00:22:00.400 --> 00:22:04.019 blue um and uh not to pick on your vision pros 00:22:04.019 --> 00:22:08.380 uh here right but they're like blues is the safest 00:22:08.380 --> 00:22:10.779 brand color you can get but it also means that 00:22:10.779 --> 00:22:14.720 there's it's everywhere so if you're if you're 00:22:14.720 --> 00:22:16.779 trying to stand out from from the competition 00:22:16.779 --> 00:22:20.240 a color analysis might be something that helps 00:22:20.240 --> 00:22:24.650 you get there Interesting. You know, so analyzing 00:22:24.650 --> 00:22:27.150 the competition, trying to understand what they're 00:22:27.150 --> 00:22:30.750 doing and why the why is really important. Right. 00:22:31.869 --> 00:22:35.490 You know, you can see Drizzly tried to have a 00:22:35.490 --> 00:22:38.289 mascot and Drizzly is a failed brand at this 00:22:38.289 --> 00:22:40.450 point. I don't think they exist anymore. But 00:22:40.450 --> 00:22:44.470 but you can see how these these services and 00:22:44.470 --> 00:22:46.250 these apps are trying to present themselves. 00:22:47.009 --> 00:22:50.180 Yeah. Next phase of the process is the reality. 00:22:50.460 --> 00:22:53.660 So what is the reality of our buyers needs or 00:22:53.660 --> 00:22:56.940 your audience? You might want to say audience 00:22:56.940 --> 00:22:59.079 instead of buyer if you're something like a nonprofit 00:22:59.079 --> 00:23:04.299 or mission based organization. Persona work is, 00:23:04.500 --> 00:23:07.640 you know, it's a fundamental it's a foundational 00:23:07.640 --> 00:23:12.000 kind of part of brand strategy. But doing this 00:23:12.000 --> 00:23:18.019 work can uncover hidden. Hidden audiences. And 00:23:18.019 --> 00:23:23.640 I'll give you an example here. We did a we did 00:23:23.640 --> 00:23:27.759 a brand process for a K through 12 private school 00:23:27.759 --> 00:23:34.200 once. And the the obvious personas are the mom 00:23:34.200 --> 00:23:37.480 and the dad. Right. So the dad. OK, if I'm going 00:23:37.480 --> 00:23:39.180 to pay thirty thousand dollars a year for my 00:23:39.180 --> 00:23:42.019 kid to go to to school, what am I getting for 00:23:42.019 --> 00:23:44.359 that? Right. That's the question that that that 00:23:44.359 --> 00:23:48.180 that guy needs answered. And you talk to that 00:23:48.180 --> 00:23:50.240 audience a different way, right? Like that might 00:23:50.240 --> 00:23:52.799 be the person that you see the least, but has 00:23:52.799 --> 00:23:55.000 the most impact on the pocketbook. So you have 00:23:55.000 --> 00:23:59.279 to get right to the ROI of this decision. Right. 00:24:00.880 --> 00:24:05.140 The mom persona, right? You can switch genders 00:24:05.140 --> 00:24:07.000 here. It doesn't have to be a man and a woman, 00:24:07.079 --> 00:24:10.619 but the persona of the mom is the nurturer. And 00:24:10.619 --> 00:24:12.880 like, okay, if I'm going to send my kid to your 00:24:12.880 --> 00:24:15.849 school, what are they getting out of it? Are 00:24:15.849 --> 00:24:17.890 they going to have a fulfilling, enriching education? 00:24:18.210 --> 00:24:21.970 Are they going to be around diverse voices? That 00:24:21.970 --> 00:24:25.470 kind of thing. What we what we discovered when 00:24:25.470 --> 00:24:28.109 we were when we were uncovering these personas. 00:24:28.589 --> 00:24:31.190 So this being a K through 12 private school, 00:24:31.450 --> 00:24:36.029 they had a lot of attrition from eighth to ninth 00:24:36.029 --> 00:24:39.269 grade with the students. And they were wondering 00:24:39.269 --> 00:24:43.309 why that was happening. So the thing that we. 00:24:44.140 --> 00:24:47.839 The persona that we added that they hadn't considered 00:24:47.839 --> 00:24:51.779 was the student themselves. Right. Their marketing 00:24:51.779 --> 00:24:54.460 material was all geared towards the parents. 00:24:54.779 --> 00:24:58.339 And, you know, when you've got Alex here and 00:24:58.339 --> 00:25:02.039 he anyone that has kids that has matriculated 00:25:02.039 --> 00:25:05.119 from eighth to ninth grade or middle school to 00:25:05.119 --> 00:25:07.839 high school knows that that kid has a voice in 00:25:07.839 --> 00:25:12.480 those decisions now. Right. And so there's you 00:25:12.480 --> 00:25:15.039 know, there was a whole swath of marketing materials 00:25:15.039 --> 00:25:18.599 that like could be tuned to those kids to make 00:25:18.599 --> 00:25:20.480 them more excited about them where they were 00:25:20.480 --> 00:25:24.140 already. So a lot of that branding work was tuned 00:25:24.140 --> 00:25:27.859 towards them. And that was just, you know, it 00:25:27.859 --> 00:25:30.440 seems simple in hindsight. But at the time, it 00:25:30.440 --> 00:25:32.319 was really mind blowing for the client. It's 00:25:32.319 --> 00:25:35.740 like, oh, oh, yeah, that's we need to do that. 00:25:36.559 --> 00:25:39.000 and i would agree that almost every visionary 00:25:39.000 --> 00:25:41.720 is going to blow this by themselves i did this 00:25:41.720 --> 00:25:45.299 for years and raving fans by ken blanchard was 00:25:45.299 --> 00:25:47.779 the greatest resource to open my eyes to the 00:25:47.779 --> 00:25:49.380 reality you're talking about and what's cool 00:25:49.380 --> 00:25:52.319 my friends is you can now take any ai and you 00:25:52.319 --> 00:25:56.559 can say okay um borrow ken blanchard from raving 00:25:56.559 --> 00:26:01.299 fans jason clark from tectonic and help me create 00:26:01.299 --> 00:26:03.880 an assessment to understand who my buyers and 00:26:03.880 --> 00:26:06.519 influencers are All right. And that can help 00:26:06.519 --> 00:26:09.700 you so much with getting the foundation laid 00:26:09.700 --> 00:26:11.359 for yourself on what you're what you're probably 00:26:11.359 --> 00:26:13.759 overlooking and and start leaning into that. 00:26:13.819 --> 00:26:16.079 Keep going, Jason. Right. Right. Well, and you're 00:26:16.079 --> 00:26:18.759 right. Having a model there again for for folks 00:26:18.759 --> 00:26:21.720 that don't want to or can't engage an agency 00:26:21.720 --> 00:26:25.900 for this work. Right. Asking a model for what 00:26:25.900 --> 00:26:28.779 am I missing? What might I be missing is super 00:26:28.779 --> 00:26:32.799 helpful. So the next phase of this, the next 00:26:32.799 --> 00:26:35.299 to last phase is the truth. So what is the truth 00:26:35.299 --> 00:26:39.480 that we can own that solves this problem or helps 00:26:39.480 --> 00:26:43.839 us get to better alignment between the brand, 00:26:43.960 --> 00:26:48.700 the positioning and the audience? And so one 00:26:48.700 --> 00:26:51.259 of the exercises we have is called brand pillars. 00:26:52.559 --> 00:26:56.500 And what this becomes, you know, it's slightly 00:26:56.500 --> 00:26:59.400 related to mission, vision, values, but it's 00:26:59.400 --> 00:27:02.740 more who we are, how we work, what we do, sometimes 00:27:02.740 --> 00:27:07.440 why. And this usually starts with a whiteboarding 00:27:07.440 --> 00:27:09.779 exercise with the client where we take all of 00:27:09.779 --> 00:27:12.339 the meeting notes and we take all of the learnings. 00:27:12.339 --> 00:27:14.400 At this point in the process, we might be two 00:27:14.400 --> 00:27:18.359 months in. So we've learned a lot. And we'll 00:27:18.359 --> 00:27:21.299 throw all these words and identifiers up on a 00:27:21.299 --> 00:27:23.619 whiteboard and you'll start to see that they 00:27:23.619 --> 00:27:28.660 naturally fall into different categories. And 00:27:28.660 --> 00:27:31.640 when they do that, what happens there is that 00:27:31.640 --> 00:27:35.180 becomes a matrix for your branding and your copywriting. 00:27:35.319 --> 00:27:38.880 So you can go back and look at this, and it is 00:27:38.880 --> 00:27:41.119 a way for people to be consistent in how they 00:27:41.119 --> 00:27:43.380 communicate, right? Do we need to communicate 00:27:43.380 --> 00:27:47.279 who we are, how we work, what we do, any of that? 00:27:48.940 --> 00:27:51.700 You've got an infinite number of variations here 00:27:51.700 --> 00:27:54.779 that can help with copywriting, with collateral 00:27:54.779 --> 00:27:58.279 development, for helping onboard new team members 00:27:58.279 --> 00:28:01.299 that do marketing that need to understand the 00:28:01.299 --> 00:28:06.579 brand. It's a simple exercise, but getting to 00:28:06.579 --> 00:28:12.400 simple can be a lot of work. Absolutely. The 00:28:12.400 --> 00:28:17.059 brand statement's pretty straightforward, right? 00:28:17.119 --> 00:28:20.589 It's your elevator pitch. um but can you get 00:28:20.589 --> 00:28:24.210 to a simple sentence that articulates your value 00:28:24.210 --> 00:28:29.930 um as as articulately and as easy as possible 00:28:29.930 --> 00:28:35.349 so um a lot of times this was a internal exercise 00:28:35.349 --> 00:28:37.650 for them to be able to communicate internally 00:28:37.650 --> 00:28:40.369 but sometimes this becomes such a strong statement 00:28:40.369 --> 00:28:43.640 that they adopt this as almost their mission 00:28:43.640 --> 00:28:46.279 statement. So that was the work that we did for 00:28:46.279 --> 00:28:48.559 Kentucky Refugee Ministries turned into something 00:28:48.559 --> 00:28:52.680 that they use all the time everywhere because 00:28:52.680 --> 00:28:59.420 it resonated so well. This is the fun part. All 00:28:59.420 --> 00:29:02.279 right. The semantic differential. So what we 00:29:02.279 --> 00:29:06.519 do here, and again, I encourage anyone to copy 00:29:06.519 --> 00:29:09.460 this process if they find it useful. But what 00:29:09.460 --> 00:29:14.750 we'll do is we'll take brand attributes into 00:29:14.750 --> 00:29:20.809 a 15 to 30 deck slide deck with different types 00:29:20.809 --> 00:29:24.670 of attributes of your brand's personality. Okay. 00:29:25.109 --> 00:29:29.450 So this is one that we can, that we use for some 00:29:29.450 --> 00:29:31.750 brands again, that we, we tune this based on 00:29:31.750 --> 00:29:36.519 what we've learned so far, but But having a group 00:29:36.519 --> 00:29:39.660 of people in the room and to get consensus on 00:29:39.660 --> 00:29:42.640 what is the personality of your brand. Right. 00:29:42.720 --> 00:29:44.940 Are you playful or are you serious? And where 00:29:44.940 --> 00:29:47.559 are you on that spectrum? Right. So if number 00:29:47.559 --> 00:29:50.380 one, you're throwing beanbag chairs and having 00:29:50.380 --> 00:29:54.099 Nerf gun fights. Right. That's that's your brand. 00:29:54.220 --> 00:29:57.000 That's OK. On the flip side, all the way to six, 00:29:57.119 --> 00:30:00.039 like you, you could be very data driven and very 00:30:00.039 --> 00:30:02.920 serious and you don't need a bunch of whimsy 00:30:02.920 --> 00:30:06.380 in the brand. And Google versus IBM, my friends. 00:30:07.880 --> 00:30:14.119 We've had that on a slide before. Yeah. So it's 00:30:14.119 --> 00:30:17.099 not wrong. You can run on both both ways. And 00:30:17.099 --> 00:30:20.000 so it's really like figuring out how do you want 00:30:20.000 --> 00:30:21.759 to show up? What do you want to feel on a daily 00:30:21.759 --> 00:30:25.920 basis? Yeah. And so it turns into this is a simplified 00:30:25.920 --> 00:30:31.180 version, but you'll see the slashes are. This 00:30:31.180 --> 00:30:33.140 was our own semantic differential that we did 00:30:33.140 --> 00:30:37.279 for ourselves. Where did we think we were on 00:30:37.279 --> 00:30:39.819 these spectrums and how did we want to move? 00:30:40.000 --> 00:30:44.720 Right. So we've always leaned toward casual and 00:30:44.720 --> 00:30:46.680 we're going to stay there. We don't the brand 00:30:46.680 --> 00:30:49.119 didn't need to move more towards professional 00:30:49.119 --> 00:30:51.619 or more towards casual. We liked where it was. 00:30:53.319 --> 00:30:57.650 At one point, we were very, very playful. We 00:30:57.650 --> 00:31:00.789 focused more on talking about our culture and, 00:31:00.809 --> 00:31:02.829 you know, hey, we're going out to get drinks 00:31:02.829 --> 00:31:05.289 after work and that kind of thing. Right. And 00:31:05.289 --> 00:31:07.150 it wasn't really helpful to our audience. Right. 00:31:07.250 --> 00:31:11.509 So we wanted to move more serious. Same thing 00:31:11.509 --> 00:31:13.809 with approachable and authoritative. Like I'm 00:31:13.809 --> 00:31:16.970 kind of a goofy guy. I'm easy to talk to. I'm 00:31:16.970 --> 00:31:23.170 very approachable. But a lot of people. They 00:31:23.170 --> 00:31:26.769 will. they they they align being approachable 00:31:26.769 --> 00:31:30.990 with being cheap so we wanted to be more authoritative 00:31:30.990 --> 00:31:33.009 we wanted to be more data driven we wanted to 00:31:33.009 --> 00:31:38.049 be more serious in that regard um and so yeah 00:31:38.049 --> 00:31:40.670 that was so you just go down the spectrum and 00:31:40.670 --> 00:31:43.690 you can see how things need to shift with your 00:31:43.690 --> 00:31:47.430 voice and tone and with the visual assets of 00:31:47.430 --> 00:31:53.029 your brand so interesting Is that something that 00:31:53.029 --> 00:31:54.950 you define once or is that something that you 00:31:54.950 --> 00:31:56.769 feel something that's kind of like a quarterly 00:31:56.769 --> 00:32:00.250 or annual evaluation? Oh, that needs to stick 00:32:00.250 --> 00:32:02.710 around. If that's part of your brand strategy, 00:32:03.049 --> 00:32:07.349 it's lasting a few years. If you change it too 00:32:07.349 --> 00:32:11.950 much, no one will understand you because you're 00:32:11.950 --> 00:32:14.329 not being consistent in your messaging, right? 00:32:14.910 --> 00:32:18.089 So now you can change an ad campaign and kind 00:32:18.089 --> 00:32:21.950 of the... You can experiment a little bit there 00:32:21.950 --> 00:32:24.950 because ad campaigns are meant to be kind of 00:32:24.950 --> 00:32:28.049 short bursts of messaging that don't last that 00:32:28.049 --> 00:32:31.990 long. But that's giving you a core consistency 00:32:31.990 --> 00:32:35.710 for some time while you're completing the journey. 00:32:36.089 --> 00:32:39.670 Right. Absolutely. So the hook is the last part 00:32:39.670 --> 00:32:43.029 of the process and it's the big idea. And it's 00:32:43.029 --> 00:32:45.920 the culmination of all this work. before it heads 00:32:45.920 --> 00:32:49.920 off to the creative team to to turn into identity 00:32:49.920 --> 00:32:55.539 art and copy um and i'll just uh we'll just we'll 00:32:55.539 --> 00:32:57.680 stick on this one example for a second so we 00:32:57.680 --> 00:33:00.440 did a rebrand for the performing arts uh the 00:33:00.440 --> 00:33:02.440 big performing arts organization in kentucky 00:33:02.440 --> 00:33:05.920 and we we went through this process and we came 00:33:05.920 --> 00:33:08.079 up with this theme for them called moments of 00:33:08.079 --> 00:33:10.900 impact and that's their that's the concept that 00:33:10.900 --> 00:33:13.970 they hang their brand on now It starts with a 00:33:13.970 --> 00:33:18.269 bank of copy. Can you feel it? Can you hear it? 00:33:18.529 --> 00:33:20.630 There it is, thrumming through every building, 00:33:20.730 --> 00:33:23.930 street, lane, and alleyway, the restless, boundless, 00:33:23.990 --> 00:33:27.309 joyous, artistic spirit in our community, right? 00:33:27.410 --> 00:33:33.529 We want to be inspiring. This turns into headlines 00:33:33.529 --> 00:33:36.609 and positioning statements and kind of a mood 00:33:36.609 --> 00:33:41.809 board of where we're headed. And then the next 00:33:41.809 --> 00:33:44.730 piece is is copy headlines and core positioning. 00:33:46.990 --> 00:33:49.349 And then you see how that comes together. So 00:33:49.349 --> 00:33:51.769 this is just a mood board of a headline with 00:33:51.769 --> 00:33:56.470 the type of stock photo that that brings that 00:33:56.470 --> 00:33:58.849 out. Right. Like so if you interact and you go 00:33:58.849 --> 00:34:02.390 to an event at the Performing Arts Center, this 00:34:02.390 --> 00:34:04.369 is how you're going to feel. And this is how 00:34:04.369 --> 00:34:07.069 we want you to feel. We're not over explaining. 00:34:07.650 --> 00:34:11.219 We're not getting into. you know the seats or 00:34:11.219 --> 00:34:13.880 what the theater looks like we're getting into 00:34:13.880 --> 00:34:16.539 the emotion that we want you to feel if you come 00:34:16.539 --> 00:34:21.039 to a show there huge and then that again that 00:34:21.039 --> 00:34:25.800 turns into the collateral and the the art and 00:34:25.800 --> 00:34:30.420 copy and the ads and the messaging um that we 00:34:30.420 --> 00:34:34.559 do for them so works really well um i've got 00:34:34.559 --> 00:34:37.690 a few other examples here but um I think we could 00:34:37.690 --> 00:34:41.250 probably get back to the conversation now. Well, 00:34:41.309 --> 00:34:43.530 I'm glad you did that because there's a lot of 00:34:43.530 --> 00:34:46.929 opportunity to pull that into any type of strategic 00:34:46.929 --> 00:34:48.989 environment where people are planning out what 00:34:48.989 --> 00:34:51.750 their vision is going to do. So we talked, I 00:34:51.750 --> 00:34:54.090 would say we covered a lot too with how alignment 00:34:54.090 --> 00:34:59.610 strengthens brand credibility. And I think most 00:34:59.610 --> 00:35:01.369 of us understand that concept too. Let's move 00:35:01.369 --> 00:35:05.389 into what leaders must shift in order to build. 00:35:05.800 --> 00:35:09.659 market confidence so you you hit that really 00:35:09.659 --> 00:35:12.960 well too in the side deck oh i can add to that 00:35:12.960 --> 00:35:18.559 let's so the the mistake that i see a lot of 00:35:18.559 --> 00:35:24.579 c level and director level um initiatives is 00:35:24.579 --> 00:35:28.260 ego right like a new marketing manager gets hired 00:35:28.260 --> 00:35:30.980 somewhere a new cmo comes in a new ceo comes 00:35:30.980 --> 00:35:33.940 in And they want to destroy everything that's 00:35:33.940 --> 00:35:36.920 been done before without understanding why it 00:35:36.920 --> 00:35:40.739 is where it is. And so a lot of new creative 00:35:40.739 --> 00:35:47.699 and a lot of new brand is driven by their bias. 00:35:48.659 --> 00:35:52.920 Yeah, exactly. And we've done a lot of great 00:35:52.920 --> 00:35:56.460 work. And I want that work to be informed by 00:35:56.460 --> 00:35:59.360 what the audience wants and not anybody on my 00:35:59.360 --> 00:36:02.190 team. or the leadership team of the organization 00:36:02.190 --> 00:36:04.929 that we work with. I think it is better informed 00:36:04.929 --> 00:36:10.250 by them and not by your own ego. This is huge 00:36:10.250 --> 00:36:12.949 for visual areas that are in that scale phase. 00:36:13.389 --> 00:36:15.469 I'm going to lean into Dr. Peter Drucker for 00:36:15.469 --> 00:36:17.309 a minute and the effective executive because 00:36:17.309 --> 00:36:19.730 I see so few companies following this. And I 00:36:19.730 --> 00:36:21.070 believe it is one of the greatest things that 00:36:21.070 --> 00:36:24.630 kills companies is the company leans into what 00:36:24.630 --> 00:36:27.469 I call a transactional relationship, even if 00:36:27.469 --> 00:36:30.099 they think they're being transformational. But 00:36:30.099 --> 00:36:32.820 Dr. Peter Drucker says when you're working with 00:36:32.820 --> 00:36:34.820 new executives, you don't measure them based 00:36:34.820 --> 00:36:37.579 on days. You don't measure them based on weeks. 00:36:37.800 --> 00:36:39.960 You don't measure them based on months. You measure 00:36:39.960 --> 00:36:42.519 them based on quarters. We're building long term 00:36:42.519 --> 00:36:44.739 here. And so what I see happens is you bring 00:36:44.739 --> 00:36:47.840 in a new CEO, a CMR CEO. We create these incredible 00:36:47.840 --> 00:36:50.199 expectations on you've got to perform. You've 00:36:50.199 --> 00:36:51.920 got to make changes. You've got to do this. And 00:36:51.920 --> 00:36:55.039 so what do they do? Naturally, they come in ready 00:36:55.039 --> 00:36:57.960 to make as many changes as possible so they can 00:36:57.960 --> 00:37:00.920 showcase their value. Because we forgot that 00:37:00.920 --> 00:37:03.599 Patrick Lincione in Five Dysfunctions of a Team, 00:37:03.800 --> 00:37:05.760 those of you who've read it and listened to it, 00:37:05.840 --> 00:37:09.639 oh, great, we'll start creating trust and healthy 00:37:09.639 --> 00:37:12.099 conflict, et cetera. No, no, no. The lady who 00:37:12.099 --> 00:37:14.980 he writes about in that does nothing for two 00:37:14.980 --> 00:37:17.860 weeks. That's the key on the book. She waits 00:37:17.860 --> 00:37:20.260 and she watches for two weeks. What is actually 00:37:20.260 --> 00:37:22.940 happening? So she can understand the environment 00:37:22.940 --> 00:37:26.739 as it is and respect that and then start assessing 00:37:26.739 --> 00:37:28.179 the strengths, weaknesses, opportunities, and 00:37:28.179 --> 00:37:30.670 threats. And then bringing it to attention. So 00:37:30.670 --> 00:37:34.070 that waiting period is something I see so many 00:37:34.070 --> 00:37:36.869 brands take for granted, overlook, and they think 00:37:36.869 --> 00:37:39.510 they're not get -rich -quicking. But that's exactly 00:37:39.510 --> 00:37:41.929 what we're doing when we don't slow down. So 00:37:41.929 --> 00:37:45.809 Jason, continue. Yeah, I guess to riff on that, 00:37:45.949 --> 00:37:50.869 with the Bernheim project, we didn't even start 00:37:50.869 --> 00:37:53.690 that work until we had been doing and running 00:37:53.690 --> 00:37:56.809 their existing ads and marketing for a year. 00:37:57.469 --> 00:38:00.469 They did not. We did not. We, we got to know 00:38:00.469 --> 00:38:02.570 them before we even started on that branding 00:38:02.570 --> 00:38:06.510 project. Because again, that's like, I have enough 00:38:06.510 --> 00:38:08.650 trust in the process to know that we will come 00:38:08.650 --> 00:38:10.650 up with something great, but I don't need it 00:38:10.650 --> 00:38:13.170 to be, I don't need to be the hero in the conversation 00:38:13.170 --> 00:38:16.150 anytime soon. Right? Like the work, the work 00:38:16.150 --> 00:38:19.289 is the hero. Yeah. That is brilliant leadership 00:38:19.289 --> 00:38:21.769 right there. And that's something that I I'm 00:38:21.769 --> 00:38:24.969 learning to discipline myself towards more because 00:38:24.969 --> 00:38:27.630 it's. it's hard when you've you've got a desire 00:38:27.630 --> 00:38:30.250 to make the impact you can see perhaps for yourself 00:38:30.250 --> 00:38:33.309 but um you know whatever we see is still limited 00:38:33.309 --> 00:38:35.789 through a pinhole um and we don't necessarily 00:38:35.789 --> 00:38:39.909 know until we've evaluated further and and so 00:38:39.909 --> 00:38:43.809 i just i wish more of us as as leaders of brands 00:38:43.809 --> 00:38:46.449 would slow down and make room for that and celebrate 00:38:46.449 --> 00:38:49.429 that reality wow i got somebody who's not going 00:38:49.429 --> 00:38:52.690 to just be excited to turn the lamborghini on 00:38:52.690 --> 00:38:56.269 and press the gas pedal as fast as possible without 00:38:56.269 --> 00:38:58.090 checking the map and seeing where we're going. 00:38:58.530 --> 00:39:03.170 So super well said on that. Jason, with other 00:39:03.170 --> 00:39:08.949 aspects of market confidence, what are some of 00:39:08.949 --> 00:39:11.809 your thought processes on like what else drives 00:39:11.809 --> 00:39:14.949 market confidence? What elements can help people 00:39:14.949 --> 00:39:20.469 gravitate towards somebody's vision with more 00:39:20.469 --> 00:39:26.739 certainty? Yeah. Being like providing some figuring 00:39:26.739 --> 00:39:30.639 out what value you can bring and giving it away, 00:39:30.780 --> 00:39:34.659 I think, is huge. I know the people that are 00:39:34.659 --> 00:39:37.280 the subject matter experts in my world, the ones 00:39:37.280 --> 00:39:39.760 that have the most successful businesses are 00:39:39.760 --> 00:39:41.739 the ones that will tell you every single thing 00:39:41.739 --> 00:39:44.760 that they do. I've got a friend that owns an 00:39:44.760 --> 00:39:51.110 SEO company in Philly and. His newsletter and 00:39:51.110 --> 00:39:53.309 his YouTube channel and his LinkedIn presence, 00:39:53.550 --> 00:39:55.769 he is telling you everything he is learning. 00:39:56.489 --> 00:39:59.750 And he owns the company, but he's an R &D guy. 00:39:59.889 --> 00:40:04.230 And he'll come back from trying to get his clients' 00:40:04.469 --> 00:40:06.769 information into the large language model so 00:40:06.769 --> 00:40:09.170 they get surfaced when somebody asks, what's 00:40:09.170 --> 00:40:12.250 the best X? And he'll tell you exactly how he 00:40:12.250 --> 00:40:16.030 does it. And he still owns the biggest SEO company 00:40:16.030 --> 00:40:19.900 that I know. and it's you know most people have 00:40:19.900 --> 00:40:22.699 their own subject matter expertise and the ones 00:40:22.699 --> 00:40:24.480 that you want to work with want you to focus 00:40:24.480 --> 00:40:28.699 on what you're good at and so so again i think 00:40:28.699 --> 00:40:33.800 being an educator and a mentor is is hugely it's 00:40:33.800 --> 00:40:36.739 an underrated skill set and you know a lot of 00:40:36.739 --> 00:40:38.280 people think well i shouldn't give away what 00:40:38.280 --> 00:40:41.440 i know uh because that that you're right that 00:40:41.440 --> 00:40:43.199 gets rid of that's one of the greatest scarcity 00:40:43.199 --> 00:40:49.460 mindsets Well, that's, yeah, I mean, I've got, 00:40:49.500 --> 00:40:52.739 you know, I'll share this slide deck with our 00:40:52.739 --> 00:40:55.239 brand strategy framework with anybody. It's not, 00:40:55.239 --> 00:40:59.360 you know, it's, you can probably find a few different 00:40:59.360 --> 00:41:01.320 versions of this with people that do similar 00:41:01.320 --> 00:41:06.440 work. So it's not, you know, I am proud of the 00:41:06.440 --> 00:41:08.900 work that we do inside this framework and that 00:41:08.900 --> 00:41:11.880 we developed it. But the secret is in the experience 00:41:11.880 --> 00:41:15.489 of our team. right the the thought leadership 00:41:15.489 --> 00:41:17.710 there and and you know if you want to try to 00:41:17.710 --> 00:41:20.190 do this on your own go for it if you want to 00:41:20.190 --> 00:41:23.269 call me up and get some help and you know i can 00:41:23.269 --> 00:41:25.230 mentor you a little bit to do it yourself that's 00:41:25.230 --> 00:41:26.989 great because maybe one day you'll refer some 00:41:26.989 --> 00:41:30.190 business my way or maybe exactly you know we'll 00:41:30.190 --> 00:41:32.949 just have another contact so there was a great 00:41:32.949 --> 00:41:35.449 ted talk that i can no longer find in fact i 00:41:35.449 --> 00:41:38.320 don't think it exists anymore um but it proved 00:41:38.320 --> 00:41:41.119 that the entertainment industry is strangled 00:41:41.119 --> 00:41:43.500 by all the copyright challenges that exist and 00:41:43.500 --> 00:41:45.519 how you can't use riffs and you can't use lines 00:41:45.519 --> 00:41:48.860 and all that meanwhile the retail industry of 00:41:48.860 --> 00:41:52.300 clothing um thrives and grows and continues to 00:41:52.300 --> 00:41:55.179 be on a trajectory for for movement and there's 00:41:55.179 --> 00:41:58.039 tons of brands that rip off um you know i'll 00:41:58.039 --> 00:41:59.739 give you an example i'm down here in ecuador 00:42:00.119 --> 00:42:02.059 And I bought this coat because I needed a coat. 00:42:02.199 --> 00:42:04.119 And it happens to be, oh, it's Columbia. Okay, 00:42:04.179 --> 00:42:06.179 so you can buy that at Walmart. But my other 00:42:06.179 --> 00:42:09.199 coat is North Face. And it's not actually North 00:42:09.199 --> 00:42:11.940 Face, but the branding and awareness and exposure 00:42:11.940 --> 00:42:14.079 that North Face gets out of that, they actually 00:42:14.079 --> 00:42:17.239 benefit financially because their brand messaging 00:42:17.239 --> 00:42:20.139 is being spread for free by people in Ecuador 00:42:20.139 --> 00:42:23.780 who could never afford ever a coat from North 00:42:23.780 --> 00:42:26.179 Face. That's like six months worth of rent for 00:42:26.179 --> 00:42:30.780 them. Or more. That's not happening. The reality 00:42:30.780 --> 00:42:34.619 of giving to gain, nowadays it's a little easier 00:42:34.619 --> 00:42:37.500 to convince people of it. 10 years ago, almost 00:42:37.500 --> 00:42:40.199 nobody wanted to hear it, but I'll give you guys 00:42:40.199 --> 00:42:43.920 an example. My friends, Google top 50 companies 00:42:43.920 --> 00:42:48.019 in the world. The only companies to have cracked 00:42:48.019 --> 00:42:52.039 that list in the last 50 years, every single 00:42:52.039 --> 00:42:54.880 one of them follows the freemium business model. 00:42:55.179 --> 00:42:58.860 Tesla, even Tesla. Tesla has a freemium business 00:42:58.860 --> 00:43:00.679 model. People are arguing about that one, but 00:43:00.679 --> 00:43:06.300 it does. Facebook, Amazon, Google, all of those 00:43:06.300 --> 00:43:09.840 companies understand the value of giving as much 00:43:09.840 --> 00:43:12.760 as possible. And there's a business model around 00:43:12.760 --> 00:43:15.019 it. Nowadays, AI can reveal everything that took 00:43:15.019 --> 00:43:17.300 me 10 years to figure out. But you guys have 00:43:17.300 --> 00:43:20.159 it all in your hands. Use it. It's the law of 00:43:20.159 --> 00:43:22.880 abundance, law of scarcity. It will hold you 00:43:22.880 --> 00:43:26.019 back. Jason, what else, Jason? We're going to 00:43:26.019 --> 00:43:28.300 end on this next one. Jason, if this is the last 00:43:28.300 --> 00:43:30.900 opportunity you had to share with people, you 00:43:30.900 --> 00:43:33.460 know, visionaries about how to move their life, 00:43:33.599 --> 00:43:34.980 their vision, their brand forward, what would 00:43:34.980 --> 00:43:38.460 it be? What do you got for us? I would say do 00:43:38.460 --> 00:43:42.460 everything with curiosity and no fear. I'm you 00:43:42.460 --> 00:43:46.239 know, I it's and it sounds easy, but it's not. 00:43:47.139 --> 00:43:51.360 But there's so many tools. There's so many resources. 00:43:51.639 --> 00:43:55.320 There's so much knowledge out there now. you 00:43:55.320 --> 00:43:57.940 know, the, the, the danger and being too curious 00:43:57.940 --> 00:44:02.599 might be, um, uh, analysis paralysis, but, um, 00:44:02.780 --> 00:44:07.539 but yeah, there's, there's just, um, I also don't 00:44:07.539 --> 00:44:09.360 be afraid to let go of what no longer works. 00:44:09.500 --> 00:44:12.079 Um, we had a previous conversation, right. And 00:44:12.079 --> 00:44:14.820 I had grown my business to a certain size and 00:44:14.820 --> 00:44:16.719 I realized I wasn't going to be the person to 00:44:16.719 --> 00:44:20.239 grow it bigger. So I sold it and, you know, I 00:44:20.239 --> 00:44:25.090 went from CEO to CMO and, but now I'm, was part 00:44:25.090 --> 00:44:27.369 of a two to three million dollar company and 00:44:27.369 --> 00:44:30.789 now i'm part of a 16 million dollar company and 00:44:30.789 --> 00:44:34.530 um i still think that that is a a good lesson 00:44:34.530 --> 00:44:37.070 for people to realize that you've got a network 00:44:37.070 --> 00:44:40.409 you've got abundance around you you don't have 00:44:40.409 --> 00:44:44.030 to do this alone um you know again like i know 00:44:44.030 --> 00:44:45.650 i know a lot of people that are kind of bought 00:44:45.650 --> 00:44:50.389 into the hustle hustle culture um and it's not 00:44:50.389 --> 00:44:54.199 working for them so I would also, you know, don't 00:44:54.199 --> 00:44:55.719 bang your head up against a wall. Keep doing 00:44:55.719 --> 00:44:58.500 the same thing because there are there are other 00:44:58.500 --> 00:45:01.360 options. So lean on your network. Lean on your 00:45:01.360 --> 00:45:04.219 people. I feel really, really bad for those who 00:45:04.219 --> 00:45:07.219 the hustle culture works for. That's what I feel 00:45:07.219 --> 00:45:10.159 worse for. Yeah. The ones who get stuck and trapped 00:45:10.159 --> 00:45:12.019 because they can't escape the hustle and the 00:45:12.019 --> 00:45:14.989 grind. My friends. Enjoy the journey of livestock. 00:45:15.269 --> 00:45:18.489 Smell the roses. Like Jason's done, he's gone 00:45:18.489 --> 00:45:20.969 from entrepreneur to intrapreneur. He's still 00:45:20.969 --> 00:45:22.889 got entrepreneurial ventures and things, and 00:45:22.889 --> 00:45:25.210 the titles don't matter. At the end of the day, 00:45:25.250 --> 00:45:27.840 it's not about the titles. Are we enjoying our 00:45:27.840 --> 00:45:30.019 life? Are we producing great results? Are we 00:45:30.019 --> 00:45:33.139 purposeful? Do we feel peace? Are we doing good 00:45:33.139 --> 00:45:35.699 in the world? There's so many elements that I 00:45:35.699 --> 00:45:38.980 see Jason emulating as a leader and the leadership, 00:45:39.239 --> 00:45:41.119 the leadership and the vision. You guys get those 00:45:41.119 --> 00:45:43.239 things hand in hand together. You bring people 00:45:43.239 --> 00:45:45.880 in who can help you build. Many hands make light 00:45:45.880 --> 00:45:48.039 work. There's so many opportunities on this. 00:45:48.429 --> 00:45:50.829 Jason, thank you for being a North Star for us, 00:45:50.869 --> 00:45:53.570 providing the North Star solution as well. And 00:45:53.570 --> 00:45:56.070 my friends, if you guys want to know more, go 00:45:56.070 --> 00:45:58.489 to Tectonic, go to Jason Clark, find him on LinkedIn, 00:45:58.510 --> 00:46:00.829 reach out, and we'll see you guys all on the 00:46:00.829 --> 00:46:02.789 next episode. Thanks for always joining us. We'll 00:46:02.789 --> 00:46:04.360 see you soon. Thank you for being here today. 00:46:04.539 --> 00:46:06.300 I'm really happy that you tuned in to Vision 00:46:06.300 --> 00:46:08.940 Pros Live. I'm looking forward to seeing your 00:46:08.940 --> 00:46:11.719 reactions as these episodes continue to move 00:46:11.719 --> 00:46:13.679 forward. This is going to get more and more fun. 00:46:13.699 --> 00:46:15.559 We'll have more and more engagement as well. 00:46:15.579 --> 00:46:17.500 We'll invite people to participate in the show 00:46:17.500 --> 00:46:19.679 and thank you for giving us your time and attention. 00:46:19.960 --> 00:46:22.599 Have an excellent time building out your vision 00:46:22.599 --> 00:46:23.960 and becoming a vision pro yourself.