WEBVTT

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Ron Thurston: You need to change what
you're gonna do differently today.

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There's no time to waste.

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There's done every day of business counts.

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Every customer is valuable today,
every customer is valuable.

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If you lose them, you won't get them
back with your strategy for next year.

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You've gotta move, you've gotta act,
you've gotta be clear, and you've gotta

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communicate to a really big audience.

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Ricardo Belmar: Confusion breeds chaos.

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But clarity.

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Clarity builds confidence.

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more information does not
automatically equal more clarity.

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Sometimes it's just the opposite, right?

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More information just
clouds what's happening.

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Ron Thurston: The person standing in
front of the customer is the number

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one most important employee in your
company because they are the driver

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of the decision about conversion,
about retention, about loyalty,

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about return visits, about returns.

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That person holds the key

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Ricardo Belmar: Welcome to Blade
to Greatness, the podcast where

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retail leaders sharpen their edge
one essential skill at a time, as

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we uncover the essential traits
every retail leader needs to thrive.

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I'm Ricardo Belmar.

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Casey Golden: And I am Casey Golden.

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Each episode we're joined by a guest
who brings one leadership skill into

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sharp focus, and today is one that's
often overlooked, but absolutely vital.

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Clarity.

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Ricardo Belmar: In today's
retail world, your team isn't

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just looking for instructions.

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They're looking for purpose,
expectations, and values.

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Confusion breeds chaos.

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But clarity.

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Clarity builds confidence.

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Casey Golden: Our guest today is Ron
Thurston, bestselling author of Retail

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Pride and Human Pride, host of the
podcasts, Frontline Fridays and Retail

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Intelligence in Action, senior Retail
Executives at many leading retail brands.

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And one of the most thoughtful
voices in our industry.

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Ron breaks down the difference between
information and clarity and why most

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retail environments are drowning in the
former, but starving for the latter.

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Ricardo Belmar: You will hear how clear
communication drives accountability.

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Engagement and execution and how
a simple daily practice like a

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startup shift clarity check-in
can transform team performance.

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Casey Golden: This episode is
a must listen for anyone who

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wants to lead with intention and
empower their team to thrive.

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Ricardo Belmar: Now before we
jump in, just one quick ask

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of our listeners and viewers.

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If you like our show, please consider
giving us a five star rating and drop

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a quick review on Apple Podcasts,
Spotify, YouTube, or Goodpods.

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We really appreciate your support.

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Casey Golden: Check out the other
shows in our Retail Razor Podcast

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Network, The Retail Razor Show,
Retail Transformers and Data Blades.

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If you're on Apple podcasts, just search
for the retail razor channel to find them.

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Or visit YouTube and see them all.

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Ricardo Belmar: So with that
said, let's get into it.

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Here's our conversation with Ron Thurston.

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Casey Golden: Ron, welcome
back to The Blade to Greatness.

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Always a pleasure to have you on the show.

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Ron Thurston: Thank you.

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Thank you Casey and Ricardo.

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I'm really happy to be back again.

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Ricardo Belmar: yeah, Ron.

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I think I've lost track of how many
episodes across our shows you've

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been on, but I think we have to
at least be up to 11, maybe more.

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Ron Thurston: That's
amazing and I'm so grateful.

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Thank you.

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Thank you.

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You've, you've been on a journey
with me the last five years, and

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you've always been there to support
messaging on books and speaking,

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and podcasts and all of the work,

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Ricardo Belmar: Yeah.

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Yep.

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It's been a fantastic journey.

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So, so today you're gonna talk about
a really important topic I think every

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retail leader should be thinking about,
and that's how to deliver clarity.

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There's just so much confusion out there.

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Explain to us why it's so crucial for
successful retail leaders, to really focus

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on delivering clarity to their teams.

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Ron Thurston: Yeah.

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Thanks Ricardo.

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And, and you're right.

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This is a really important moment, I
believe for so many different reasons.

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One is, the clarity in our in
business, which, you know, happy to.

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To speak more about, but there's also
just chaos overall happening in the world.

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And so there's, there is just, there
is a constant stream of news and

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noise happening in every employee
that works in your organization and

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everyone is feeling something about how
it impacts them and it, and it's not

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that you would want to ask questions
that may spark political conversation

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or about conflict in the world.

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You would never want to intentionally
do that but it's important from

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an empathy standpoint to recognize
that people are feeling a great

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amount of chaos on the sides.

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And when their safe place becomes
their leader and their workplace,

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it, I believe can certainly make  the
rest of the work seem more reasonable.

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And that clarity that, that
comes with great leadership.

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And the way that I really describe
this is this idea of mistaking

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information for clarity more information
similar maybe to news cycles is not

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clarity on what the expectations are.

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That's just more information that
you're requiring people to digest and

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then try to decipher what's important.

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It's that, that clarity, it, you
know, it can flood your inboxes

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and continue to just deliver chaos.

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And that leaders then sometimes think
that that more information will,

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will, they will say, well, but I
sent you that email, or I sent you

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that slack, or we had that call.

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We had that Zoom and,
and so you're expecting.

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Your team to do the work for you
to discover what's important.

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And that clarity becomes the moment
when you say, I understand there are

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40 things going on, but here's how
we're going to talk about the top

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three, and here are the things that I,
we're gonna talk about the top three.

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And within those, these are the
expectations of what success looks like.

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And just being that clear.

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sets this sense of calm, of like,
I understand what I need to do.

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I understand what's expected of me.

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I understand what success is, and now
I can go deliver on those three things.

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And when senior leadership leads with
that level of clarity, then you have

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to again, live under the assumption
in retail that have very large teams

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and the more chaos you deliver in the
form of thousands of emails and calls

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and slacks or however you communicate.

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The more you do that, the audience just
gets the funnel to communication is wide

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in retail because the teams are so large.

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And so you know, on average
most brands would say 80% of

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their workforce is in stores.

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It's not in the office, it's in stores.

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So just like your business is
being delivered in stores, so

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are most of your headcount.

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And so I think about this in terms of how
clear do I need to be at the top, which

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is the most clear you will ever need
to be, so that by the time it gets six.

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Layers down across every
employee in every store.

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They know exactly what I said.

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And if, if that is your mindset
in clarity, I believe that your

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message actually will get down.

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Not your top 10, either things or top
15, or just your stream of consciousness.

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That doesn't help anyone in the field.

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And I, I know this to be true
because you know when you visit

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stores, you take a tour across the
country and you go visit teams, as

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everyone listening should always do.

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The first questions you can ask are,
are you clear on what the company

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goals are, do you know what's
important from a culture standpoint?

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Do you understand why we're
doing certain things or why

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we're not doing certain things?

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And if, three stores into this tour,
no one can answer those questions,

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then it's very much a self-reflected
exercise of what do I need to do

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differently then, because it's not clear.

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I want to sing like clarity is not
information and there is such an a

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misinterpretation of what that means.

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And I love this idea of like, that
clarity creates purpose and it

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creates the drive to do it well.

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And when teams are aligned on mission,
purpose, whether you're talking about

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military terms or retail or any other
business, if they're clear on mission and

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purpose, then you can go deliver that.

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Ricardo Belmar: Yeah.

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No, that's so true.

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That's so true.

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So I, I love the point about
how, more information does not

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automatically equal more clarity.

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Sometimes it's just the opposite, right?

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More information just
clouds what's happening.

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So do you have some good examples
of what, what is that kind of

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clarity look like in action.

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Particularly, when trying to
deliver that, those message and

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that clarity to store teams.

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Ron Thurston: Yeah, and I, so I love
this idea of kind of clarity check-in,

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similar to this kind of store visit
that I described, but you could do

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it in a corporate environment you
know, sit down a, a listening session.

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As a leader be very open to say, Hey, just
wanna check in and see, are you really

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clear on what we're doing right now?

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Are you clear on what the company goals
and culture and mission are today?

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And if they're kind of fumbling
around the answers, well, I heard this

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and I heard we might be doing this.

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And I'm not sure why we've made
this decision as a company.

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Immediately, the answer is
you are not being clear.

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It's, it's a self-reflective exercise
as a leader of, I'm not being clear.

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And it's very easy to say things like,
well, why didn't you read your email?

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Or Why didn't you?

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This was always my thing.

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It probably still happens.

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Corporate team, corporate employees
not understanding why store

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teams don't read their email.

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They don't have time.

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I'm just telling you right now, they
don't have time to read their email

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or your Slack, and sometimes the only
way you can get them is to text them.

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And so I would like stop texting them.

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They don't have time.

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And so this clarity of message of
how that looks and how that shows up.

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In retail is even more important because
they're not at your desk, they're on

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the sales floor, they are at their
desk maybe a couple of hours a week,

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and they don't have time for this.

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So clarity versus information
in retail, in the field.

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You know, there are great tools.

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You know, Yoobic being one of them,
Zipline, like there are incredible

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resources to help navigate this.

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But at the same time, if you're
bombarding even a great communication

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tool with more than they need
to know, you're gonna get lost.

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To always have this sense of, well, if
I'm being clear, it's easy to digest.

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I can recognize what's happening.

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I can hear it repeated in
stores during store visits.

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And there that lack of confusion about
what they need to do is mitigated

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understanding how they are working.

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They are on the sales floor and
they have 30 seconds, maybe up to

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two minutes to digest what you as a
leadership team need to say to them.

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That's it.

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That's it.

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And with so clarity, to answer your
question, Ricardo, clarity means I've

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communicated in a way that's digestible
enough to people who don't sit at a

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desk, and that is, that's a real skill.

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Ricardo Belmar: Yeah.

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Yeah.

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Casey Golden: And it's a real reality
that I think a lot of people, forget,

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especially when you have so many
corporate team members now that

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have never worked on the floor, they
don't have that personal experience.

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Ron Thurston: Yeah.

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Yeah.

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Yeah.

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And, and it's fine if you, if you
don't, and I, I, I appreciate it.

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But then as I've said, probably
on this show, you know, and many

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other times, it's then our role as
leaders to learn how other people

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work, not the other way around.

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The person standing in front of
the customer is the number one

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most important employee in your
company because they are the driver

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of the decision about conversion,
about retention, about loyalty,

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about return visits, about returns.

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That person holds the key to every
KPI in your business, and it's your

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job as a leader to learn what their
work is not the other way around.

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And if you understand their day-to-day
work, you understand the pressure that

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they're on, what they need to deliver
their business, and you listen with

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intention and you take joy and pride
in the fact that that is the number

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one most important employee in the
company, then they know that and they

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will deliver on that clear message.

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Casey Golden: How can a leader course
correct if clarity's been missing?

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Ron Thurston: What I would say is, again,
kind of self, self-reflect and say, why?

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Why is this such a struggle?

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So you said you go on 10, 10 store visits.

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Nobody has heard anything
that you've said.

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I'm the CEO, I'm visiting stores, and
I'll, and you're asking questions.

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No one knows anything about
what you've been talking about.

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The answer is, I don't do
a good job communicating.

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I, what I want to say, is not being heard.

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And so then it is, well then we need
to work differently as a company.

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We need to change the way we communicate.

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And because it's not working, and I have
seen often the opposite of like the, the

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blame gets put on the recipient that's
supposed to be reading these messages

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from their desk and instead say, you
know what, how we're communicating from

00:14:27.356 --> 00:14:31.316
the office isn't working or how we're
communicating to each other, or how

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we're communicating across department
or how we make decisions isn't working.

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So let's spend an hour and
figure out how to change that.

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And maybe it is less meetings,
maybe it's faster decision making.

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Maybe it is assigning work to
different people who have the ability

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to make decisions and move faster.

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And so it's, for me, it's this, this
business moves so fast that you don't have

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time on your 2027 goal worksheets to think
about what we're gonna do differently.

00:15:04.766 --> 00:15:07.436
You need to change what you're
gonna do differently today.

00:15:08.156 --> 00:15:09.596
There's no time to waste.

00:15:09.806 --> 00:15:12.296
There's done every day of business counts.

00:15:12.686 --> 00:15:16.766
Every customer is valuable today,
every customer is valuable.

00:15:17.606 --> 00:15:22.736
If you lose them, you won't get them
back with your strategy for next year.

00:15:23.066 --> 00:15:27.206
You've gotta move, you've gotta act,
you've gotta be clear, and you've gotta

00:15:27.206 --> 00:15:29.516
communicate to a really big audience.

00:15:29.576 --> 00:15:32.726
And that's the, it's the best
version of retail in my opinion.

00:15:34.091 --> 00:15:34.751
Ricardo Belmar: Yeah, absolutely.

00:15:34.751 --> 00:15:35.681
That's a great point.

00:15:35.921 --> 00:15:36.551
Absolutely.

00:15:36.921 --> 00:15:39.131
Well, Ron, this has been
a, a fantastic discussion.

00:15:39.131 --> 00:15:41.441
Well, thank you so much for
highlighting this really important

00:15:41.441 --> 00:15:45.101
skill around clarity that every retail
leader absolutely needs to master.

00:15:46.211 --> 00:15:46.661
Ron Thurston: Pleasure.

00:15:46.871 --> 00:15:47.201
Thank you.

00:15:47.201 --> 00:15:47.806
Thank you both.

00:15:48.556 --> 00:15:48.846
Casey Golden: Yeah.

00:15:48.986 --> 00:15:53.541
As always, Ron, you bring such
amazing insights on how we

00:15:53.541 --> 00:15:55.521
can make impact immediately.

00:15:55.791 --> 00:15:57.681
These are things that
we can start changing.

00:15:58.046 --> 00:15:58.796
Tomorrow.

00:15:59.446 --> 00:16:01.351
And I appreciate the, the urgency.

00:16:01.786 --> 00:16:02.136
Ron Thurston: Great.

00:16:02.461 --> 00:16:02.881
Thank you.

00:16:02.941 --> 00:16:04.201
Thank you, Casey and Ricardo.

00:16:04.831 --> 00:16:06.241
Casey Golden: Well,
that's a wrap, Ricardo.

00:16:13.263 --> 00:16:17.463
If you enjoyed today's episode, please
give us a five star rating and review

00:16:17.463 --> 00:16:20.473
on Apple Podcasts, Spotify, or Goodpods.

00:16:20.883 --> 00:16:25.893
And don't forget to hit subscribe
on your favorite podcast app or on

00:16:25.893 --> 00:16:27.933
YouTube so you never miss an episode.

00:16:28.229 --> 00:16:29.189
I'm Casey Golden.

00:16:29.759 --> 00:16:30.689
Ricardo Belmar: We'd
love to hear from you.

00:16:30.749 --> 00:16:33.839
Follow us and share your feedback
at Retail Razor on LinkedIn,

00:16:33.839 --> 00:16:35.549
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00:16:35.909 --> 00:16:38.639
You can also subscribe to our
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00:16:38.639 --> 00:16:43.139
from every episode, and visit retail
razor.com for transcripts and more

00:16:43.139 --> 00:16:45.059
details about our amazing guests.

00:16:45.389 --> 00:16:48.509
Blade to Greatness is part of
the Retail Razor Podcast Network.

00:16:48.869 --> 00:16:49.589
I'm Ricardo Belmar.

00:16:50.324 --> 00:16:51.404
Casey Golden: Thanks for joining us.

00:16:51.689 --> 00:16:52.529
Ricardo Belmar: Until next time!

00:16:52.679 --> 00:16:53.339
Stay Sharp.

00:16:53.339 --> 00:16:53.999
Lead Boldly.

00:16:53.999 --> 00:16:54.849
And Stay Human.

00:16:54.879 --> 00:16:57.169
This is The Retail Razor:
Blade to Greatness!
