Posts

302 | The Brand Ambassador Series: CMO of Sage

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Ron McMurtrie, CMO of Sage talks to us about the Evolution of Marketing. Where being ahead of the game means staying relevant with their customers. In today’s world of marketing, it is not about mapping out their customer journey. It is about allowing the customer to map out their own journey. By managing a team where each person serves based on their speciality, Ron and his team at Sage can meet their clients where they currently are. This is what gives Sage their competitive advantage!

 

Target Audience: Ron is the CMO for Sage Group, a company focused on providing accounting payroll, HCM and payment solutions. Their sweet spot is focusing on small businesses and startups.

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The Evolution of Marketing

Sage Group focuses on serving their customers’ needs. They look at the struggles their customers face on their journey and offer them solutions. Sage Group takes more of a holistic approach. By exploring solutions, they conclude the application to a customer’s business.

 

Being Ahead of the Game

Sage Group stays ahead by staying relevant with their customers. It is about understanding their needs by bringing in new approaches. Ron says, if you get the customer’s needs right, you usually get the formula correct.

The Team at Sage

Currently, there are about 800 people at Sage, and about 13,000 colleagues worldwide spread across 23 countries. It began regionally and stretched out globally. And most certainly, this is a huge team to manage!

 

How do you Manage Such a Huge Team?

Trials are conducted to determine each individual’s specialty. Then, being aware of who the specialists are, determines the different roles. This then helps to manage specific parts of the process.

 

The Evangelist (the Brand Ambassador) then goes out into the market and tells the story. It’s one of the ways concepts are driven at Sage.

 

At Sage, Ron believes in bringing in specialization to the central teams. This brings great domain expertise. It allows them to scale quickly and also have a level of expertise both on the ground and centrally in terms of how resources are used and applied. This is an effective way of keeping content relevant.  

 

What Allows you to Maintain your Competitive Advantage?

Ron says, you’ve always got to be willing to continue to reinvent the platforms that you’re running right now. Sage is moving towards an account based approach. It is based on the customer’s choice which allows them to create their own customer journey. Obviously, this is more effective than Ron and his team mapping it out. The bottom line will always be that  customers want solutions tailored to their specific needs.

 

Practical and Actionable

How do you make smart decisions for rapid innovations in marketing? Ron says, “I put myself in the seat of the customer every day. Every decision i make is based on the response I hope to get from a customer and how I hope to be treated myself. It’s always about the customer obsession. This is the guiding principle we use at sage for all the marketing we do.”

 

 

In this episode we’ll cover:

  • What’s happening in the Evolution of Marketing
  • How to stay ahead of the game
  • Being relevant with your customers
  • Letting the customer map out their own journey
  • Managing a team where each person serves based on their speciality

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

301 | The Brand Ambassador Series: VP of The One Thing

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Discover how empire builders are letting others build an empire for themselves. Keller Williams Realty has embarrassed the idea of “Internal Brand Ambassadors.” The interview today is with Geoff Woods who shares how he has stepped in as VP of The One Thing. He is a perfect example of Brand Ambassadors sharing the message and taking ownership for growth.

Jay Papasan and Gary Keller are the authors of the best selling book: The One Thing. This book shows people how to get clarity on how they want to invest their time. Many of us have a tendency to want to do everything. Tune in to learn how to pick that ONE THING. Geoff says once you pick that one thing, everything else becomes easier. And here’s a question to ponder: How many rabbits can you chase? The answer? Only one. It’s all about the One Thing!

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Geoff shares how his partner had the vision of being #1. Fast forward to today and Geoff and his partner know all too well that the only way to create an empire is to understand that no one succeeds alone. His partner knew that he would stifle the growth of the company if he made it about him.

So, he developed the habit of recruiting amazing talent into his world and coaching them to their possibilities. He has a question he asks himself regularly:

“How do I give myself permission to make myself so big, that any talented individual can step inside my world, have everything they could possibly ever want and never need to leave?”

This is profound because anyone who has ever left a position, left because they knew they couldn’t have everything they ever wanted in that position.  

There is a movement happening around how people can hone their most valuable resource: their TIME!

 

The Value of Brand Ambassadors

This whole aspect of Brand Ambassador is not new: We asked Geoff if he sees the value of others carrying the message and not just the founders? Geoff believes that yes- you’re not a business owner until you can step away from your business and your net worth goes up. Can you go on vacation with no cell phone or any other form of connection to the world? will your net worth do better in your absence? Most people haven’t thought in this way. They have – instead – built a business to rely on them – to depend on them. What they are really doing is shackling themselves to a job.

 

Cultivating Habits

People decide their habits and their habits decide their future. What will your habit be? Can you give yourself permission to narrow your focus to do the one thing you can do – such that by doing it makes everything easier?

The beauty of the book The One Thing is that it is already laid out. It is a model for how to live a life.  It shows you how to choose the habit to form first. Geoff adds that when you look at a certain habit you think you do not have time to do – stop looking at it that way. what are the habits you MUST do that make everything else easier? You step into a new paradigm of living when you perceive things through this lens.

Ponder this: If doing the most important thing actually is the most important thing, why would you do anything else?

 

What Makes a Great Ambassador?

A great ambassador is someone who can can clearly communicate where the company is going so that others are ACTIVATED and want to be part of it. So, as leaders, deepen that message inside of them! We make it a part of their life so that they’re living the message.

 

Creating Content

Geoff’s chosen platform is podcasting and he uses it to communicate his message for the growth of his business. He shares that had been living the book for a year before the podcast was launched.

How does Geoff keep his podcast going? Geoff has a calendar of episodes. He has 8 eight episodes completed (a month out). He focuses on being in touch with what people are struggling with so that content is relevant at any given time. It’s also about figuring out how to serve people at a higher level constantly.

 

Know Your Audience

Geoff says, “anything that has ever started, began with talking to my ideal customer and figuring out what their pain was.” He then brainstormed the solution with them and when it came to something they’d actually have to pay money for and customized it to their needs.

 

Practical and Actionable

1) Live the brand every single day. How can you expect anyone else to do it if you do not?

2) Look at all the things you could do? then: what’s the one thing I can do? such that by doing it- everything else would be easy or unnecessary? START there!

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

300 | The Brand Ambassador Series: Microsoft

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Christi Olsen is a leader for digital marketing teams. On this episode, she talks about her passion for empowering these teams to speak on stage effectively to convey their true marketing message. Christi is an expert on how to put the customer first. We talk about why this is the foundation for any business and how you can adopt and integrate this lens too.

Target Audience: Christi speaks at conferences and events regarding marketing, artificial intelligence, digital marketing. She focuses on the topic: “high-level-how-should-you-be-thinking-about-this?” She also addresses trends and changes happening within the marketing industry.

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Christi’s Focus

Christi works with her internal leadership team regarding how to think about Tech topics like artificial intelligence. She focuses on the narrative they tell when they are in their ambassador role. This allows them to be powerful and effective speakers.

You can find Christi’s published articles on Entrepreneur Magazine, Huffington post and others. Her mission as she shares it, is to empowers and train people to speak on stage. She trains them to bear the torch and be brand ambassadors.

 

How Christi Sees her Goals:

Christi looks at her goals on a quarterly basis. She asks herself: 1) Have I gotten out the type of message I want out into the market? 2) Are people responding to the message? 3) Is it working?

How She Became An Evangelist

Christi was able to step into this brand ambassador evangelism role because of some predecessors before her who were consistently going out and talking about what they were passionate about.

 

What is Part of your Work and Why?

Here are the questions Christi checks in with herself (and her team) regularly:

  • What are the challenges facing the business?
  • What is keeping the leader up at night?
  • Do we have something that can alleviate them so they can feel more confident?

But the focus is always on: How do you put the customer first? and making sure the purpose is to always tie it back to the customer

 

How to Put the Customer First

The only way to make a product better is to talk to people, get feedback and integrate that into the product.

Track who you reach. What are people asking about?

 

What are the intangibles to being a brand ambassador?

In other words, what are those things that cannot be measured? Christi says it’s about awareness and being on people’s minds. You make connections that might work out later. It tends to grow from there. This growth can be huge.

 

Tips on Speaking

Research the event before you pitch! What are the types of topics they’ve had in the past? Craft the pitch: what is it that I want to say- that when the speaker selector is looking at it, they know that I know what I am talking about and that I am going to offer something very tangible to the audience. Don’t expect or assume people will get the value of the message- you must make it apparent!

Remember, being a brand ambassador is not about you. it is about you representing that company.

 

What’s the Long Term Vision for Artificial Intelligence?

Christi says, AI cannot create anything brand new. We still need that creative role component. So for the next 10 years, that human component will still be there. We still need that creative side for the human connection.

 

In this episode we’ll cover:

  • How to empower your ambassadors
  • How AI helps us
  • Where AI falls short
  • The importance of harnessing our creativity
  • How to put the customer first

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

299 | Activating The Purpose Within

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So, you’ve achieved the level of success you’ve always wanted, but you thought you’d feel better than you actually do. Our guest, Craig Filek, created Purpose Mapping. Purpose Mapping is about grounding who you are and how you serve others. On this episode, we dive into cultivating a daily practice that boosts dopamine levels to help you carry out the actions needed to take those key action steps. This is about getting into your genius zone and actually doing what you are wired to do!

Target Audience: Craig specifically works with people who have achieved success but are feeling empty and not as fulfilled as they thought they would be.

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The Power of Purpose

Have you found your purpose? Are you feeling grounded about it? Do you possess clarity, courage and bravery around where you are going and what you are going to do?

Purpose Mapping

Craig developed purpose mapping to help get people’s lives into alignment. He came up with it at a time when he had accomplished all those things he thought he wanted. Despite the accomplishments, he was walking away from it all.  He decided to go a different path. He sat with this acceptance for 9 months and this process had emerged. Influenced by Tony Robbins and other such philosophers and coaches, he found they all had a similar message: start with a clear WHY. When you have THAT- you can bear any HOW.

Applying Your Purpose

Purpose = WHO I am and WHY I am here. The strategic component is about grounding it in a way that serves as a contribution so that you may embody your purpose in your day to day life.

Cultivate  Daily Practices to Increase Your Dopamine Levels

We must all ask ourselves, “What are the daily practical and tactical things I need to do to hit that level of dopamine that will allow me to execute the action steps every day?” Craig says, even if we just hit that for a minute every day, it adds up every day and changes our brain chemistry. It changes our perspective on the world, how we see it and what we think we are capable of.

Maintaining Flow State

Flow is that experience of being in a lucid state of consciousness. Think back to a time when you were performing your best and feeling your best- that’s a flow state. Executives in a flow state are literally 500% more productive. This is becoming a competitive advantage in business.

How Purpose Mapping Works

It’s about taking these parts of ourselves and putting them into boxes. there is the “being” side of a person’s experience; there’s the “doing” side of a person’s experience. there are ways of being that feel better or feel worse. those 4 quadrants map out psychological wholeness. Brene Brown highlights those aspects of us we hide, suppress or deny. seeing it allows us to put back on the table so we can begin to TAP THE POWER. taking all this in the direction of our strengths will get us in the flow state. where the inner critic shuts off and we go into our genius zone.

Purpose. Autonomy. Mastery. If a leader can give their team members that experience, they will be loyal, productive, happy. this is good for society as a while. Getting into the genius zone is what we are wired for.

The Difference Between Purpose and Mission

Purpose is the reason we exist. Our mission is that big hairy audacious goal that we align our lives around.

Leaders need to help their teams clarify the goal as distinct from who they are and why they are here. They’ve got to make sure they are in alignment. If they are not, Leaders have a responsibility to help them move on.

 

In this episode we’ll cover:

  • What Purpose Mapping is
  • How to apply your purpose and serve others
  • Cultivating a daily practice
  • Getting into your genius zone
  • Identifying what you are wired for

 

Practical and Actionable:

Click HERE to commit to your own Purpose Mapping.

 

Resources and Links:

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

298 | The Sober Entrepreneur

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Russ Perry wants you to ask yourself what is making your life hard. Are you willing to give that up?  For Russ, it was his relationship with alcohol. It was holding him back from being the best he could be. What are you addicted to? What is holding you back from living a life? On this episode we talk about the myths we buy into as entrepreneurs and how to create a business based on our values. This episode is about how to feeling fulfilled now and not later.

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Target Audience: Russ has always been an avid technology and creative nut. He serves his target audience by providing them straightforward, easy to use graphic design help. He works with a wide range of people, from mom’s getting their businesses off the ground to leaders and consultants who’ve been in business for a while.

 

The Sober Entrepreneur

Russ’s book is called The Sober EntrepreneurThe book was inspired by the challenges he was facing as an adult related to addiction, stress, and family life.

The book’s title and concept represents the literal struggle he personally had with alcohol addiction. It also represents the metaphorical addiction that certain people have to other things such as work for example. But really, addiction can be felt for many things. The point is, we put blinders on to avoid conflict because we assume we don’t want the challenge we are dealt with. But instead of dealing with the challenge, we avoid them.

 

The Myths We Are Sold

One of the beliefs we hold is: “Balance will come after the success.” Russ found himself working so much (one of the intentions being so that he could provide for his family). What ended up happening was that he experienced an insane amount of stress. He then masked the stress with alcohol which amplified the stress even more. Ultimately he admits that he self destructed. Everything he was working towards eroded away because of the lifestyle he had created.

He even had an affair and that’s when he knew he hit rock bottom. Getting caught by his wife sobered him up really quickly! He decided he needed a new way and a new path. So, he changed his course and tackled his addiction first.

 

Having a Fully Integrated and Healthy Business

Russ knew what he valued most was family. So, he structured his business to enable those values. So ask yourself: How can I design a life and a business that supports my values?

 

Practical and Actionable:  

Identify something you are addicted to in your life. It could be anything from alcohol, to working too much. Take a look at what things are making your life harder. The simple decision to just not do those things will great massive positive impact.

 

In this episode we’ll cover:

  • Myths we buy into as entrepreneurs
  • Identifying addictions
  • Creating a business based on values
  • Building an integrated and healthy biz
  • Feeling fulfilled now not later

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

297 | Growth is Not An Accident with Greg Centineo

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Greg Centineo is all about working with your team to cultivate hypergrowth. The journey  of Hypergrowth is not a solo process. Growth is about building clear intention collaboratively with your team. It is about the power of a shared vision. Companies stop growing because leaders think they forget to nurture the very people who work for them. On this episode, we talk about how to continually evolve and grow with intention.

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Target Audience: Greg targets companies struggling to meet their objectives. His focus is on helping leaders inspire and draw people to want to be involved in the visions and projects they are developing. He also helps companies be more intentional about their growth.  

 

The Oz Project

Greg tells us about how he and his team raised 122 million dollars over 10 years during the recession to help this project come alive. How did they do it? Greg says, he and his team knew they had to continually evolve in what they were doing. Each step was a continual evolution of mindset to pull off the impossible.

 

Growth is Not an Accident

It requires intelligence, a story and the ability to engage people. You say want hyper growth? Well, then you must engage people into your story – into your product. The key is the ability to see people in masses coming to you – people who like and believe in what you are doing.

  

This is NOT just about customers! It includes: your team, peers and customers. Greg says, you cannot compartmentalize the common denominator in relationships. They must become enveloped so that they believe in what you see – your vision. Your dream has to become their dream.  

And it can’t just be about money. It’s got to be more holistic than that. It’s got to be about your clients. What makes you stand out? These are intentional strategies that you build.  

 

The Collective Vision

When people buy into something, they are buying into the story and the journey to the goal. People want to be a part of something. They become part of the fabric of that story and that’s why everyone is on the same page toward the ultimate goal. It’s about what’s being done collectively.

People want to be grounded in their why – they want to know what gets them out of bed every day.

 

Belief In Your Story

When you believe in what you are doing and WHY you are moving the mountain, it’s always because of your belief and your passion. It’s contagious and people will join you and move that mountain into the ocean with you.

What are the common things that keep companies from growing their companies in the way they want to?

They lose site of the people. The number 1 responsibility of leadership is you create a culture. The top priorities is the inspiring and the nurturing of your people and teams. It gets lost because we get lost in the busyness of the company. But the company IS the people. It is about finding what they are great at and helping them succeed.

You can do really great things on your own. But never the magnitude of what you can do with other people. Your staff builds the company and the job of the leaders is to make sure that the environment and the culture is healthy. Humans are amazing if you let them do what they are gifted to do.  

 

Practical and Actionable:  

I have my clients speak to their staff one on one. Because it is from the staff that they will hear about the potential issues or blockages. Your analysis should be based on the individual needs of your staff.    

 

In this episode we’ll cover:

  • Why growth is about teamwork
  • The power of a shared vision amongst a collective group
  • Why companies stop growing
  • People buy into stories not things
  • How to cultivate a healthy culture for your company   

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

296 | What I Learned To Help You Grow – Year End Review

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On this episode, I take a moment to reflect back on all the wins and lessons learned over 2017. Plus, I share what I’ve got planned for 2018. This year marked the year where I got to publish my book “The Trap of Success.” I also got to speak on stage 25 different times. It’s been a productive years and I can’t wait to share with you what I’ve got coming up in 2018!

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Target Audience: I serve committed leaders who are not afraid of doing the work to create a thriving business. They willingly muster the courage to create the life they have always wanted.

 

Wins for 2017

2017 has marked the year where I experienced phenomenal growth in terms of profits and revenue for my clients. I watched them develop their Marketing strategies and grow their teams. Many of them even spoke on great stages.

 

Publishing The Trap of Success

Yes, it did take about 6-7 months longer than I thought it would, but the feedback and reviews have been amazing. I’m happy to say that it has lead to some new clients and speaking gigs. The book is also now available on Audible.

I want to offer you a prize. Just, send an email to: gene@leadersinthetrenches.com and put “Audio Book” in the subject line. I am going to be giving the book away to the first 5 people!

 

Getting on Stage

In 2017, I set out to speak at about 20 places and ended up speaking at about 25. It felt great to be connecting with people and it feels good to know that my message from the stage is doing that.

I love to speak because it allows me to give as much as I can and create some intimacy between myself and my audience.

I’m excited about speaking at a conference in February. It will be focused on hypergrowth.

I’m also excited because Brene Brown will be opening the conference as the keynote speaker and I am a huge fan of hers. I will be the keynote on the second day of the conference. I am so stoked to be in the same category as someone I have looked up to and admired. I am evolving into the kind of speaker i really want to be.

 

My Workshops in 2018

I am looking forward to hosting The Ownership Workshop. This will center around claiming ownership so for business growth.

It will also cover “Distractions vs. Opportunities.” and learning how to filter things out.

I am also planning on focusing on guiding my clients into creating daily and weekly behaviors that become a framework for growth. An important thing to have is a morning routine. Having a daily behavior to tune into to connect sets a foundation and intention for the day. Helps you to understand who you are being every day.

The concept of ownership is also about being a “finisher” – not just a starter. I will show you how to filter out the distractions and finish things to a level where you can also get some feedback on it. The whole basis of business boils down to this.

 

In this episode we’ll cover:

  • How my clients grew in 2017
  • How speaking has created deeper connection with my audience
  • The opportunities that have come from publishing my book
  • My workshop coming up in 2018
  • Filtering out distractions vs. opportunities



Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

 

295 | The Entrepreneurial Journey with Mano Behera

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Target Audience: Mano provides a digital growth marketing platform to help restaurant businesses grow. The platform allows busy restaurant owners to execute marketing via social media and email in under 10 minutes per day.

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Mano’s Early Journey of Entrepreneurship

At the beginning of Mano’s entrepreneurial journey, he knew he needed a mentor. He knew he needed to make connections so he could be in the places and spaces where he could expand his horizons. He initially resonated with my talk on: “Find your riches in the niches.”



What He Learned Along The Way

Mano learned a structured process that promotes validations and NOT making assumptions. “Validate, validate, validate!’ he says. This is about letting your target market tell you what is right rather than just assuming what they need.

How To Get Validation First

Go where your market is and let them tell you what they need. What you learn from face to face interactions is important in the beginning stages. Mano says, listen very carefully to your niche and solve their biggest problem. This makes the most impact for them. Create from there!


The challenges of Mano’s niche centered around the fact that restauranteurs are very busy. They don’t have the time to be able to be present on all marketing platforms. Mano solved this problem by creating a platform that could be used in under 10 minutes a day. That means, they can run their social, email and push notifications in 10 minutes or less.


In This Episode:

  • Why you should never make assumptions about your niche
  • How to get validation from your niche
  • Creating from validation not assumption
  • Mano’s exact process for validation
  • The genuine approach to solving your niche’s challenges

 

Practical and Actionable:


Get Validation! Mano shares his exact process:  

Mano would get into his car and map out 30-40 restaurants he’d intend on dropping into. He’d drop in to introduce himself and his background. He’d clearly state what his aim was which was to work in the restaurant industry. He’d share that he was in the process of understanding what the problems and challenges of a restaurant owner were. People would assume he was trying to sell something, but he was actually just collecting information first.

This gave him the opportunity to ask them about their challenge and they would thank him for that. Mano says, if you are looking for a new niche or project, don’t jump ahead too quickly to the solutions. Prepare your mind. Genuinely ask the questions around their challenges. When you listen closely enough, you will start to notice some trends. That will provide you with many ideas to start addressing.

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

294 | The Visibility Coach Shares Uniqueness with David Avrin

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In today’s crowded marketplace, you have to have a unique aspect to your business to capture attention and close sales. We love to share the unique and we are emotionally engaged with a new approach to solving a known problem. Join me today in my chat with David Arvin who is an author and speaker about what it takes to win in today’s marketplace.

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Target Audience: David speaks and consults for a living. He targets entrepreneurs and sales professionals. He focuses on marketing and branding and how to stand out as the better choice in a competitive market place.

The Shift in Marketing

What is your competitive advantage? According to David, it is all about your brand visibility. While marketing has always been around, the shift that’s occurred is in response to the internet.

There are so many choices out there, that the focus on marketing today is about showing how you are the better choice.

It’s more about competitive advantage and less about qualifications. David shares that it’s a fascinating time to teach marketing because there are many new tactics out there now- like social media. But the core of it is still helping people understand who you are and what you do so they know you are the right choice.

Educating People On What You Do Is An Art

You must spend time educating your prospective customers on who you are, what you do and why you are great. Why are you better than the other choices? Spend just as much time explaining what you do as you do doing what you do. We must do this in a persuasive and articulate way.

Guidlines to Competitive Advantage

Become aware about where other people in the marketplace are doing well. Create your marketing around your competitors. This gives you a baseline. It also gives you a knowing about what makes you better compared to the other choices (your competitors).

Of course, being better is subjective.  But you can cultivate something unique when you know what is happening around you.

 

Identify a core audience and position yourself as an expert for them.

Visibility wins. If they don’t know who you are, then they cant buy what you are selling. Today, that means being visible where your customers are – wherever that may be: on the internet or elsewhere.

 

Social Media

Be consistent and humane with your social media posts. David finds that posts about his life get bigger reactions most times compared to posts about business. Posting about yourself is what makes you approachable. His social media aims to allow people to see who he is. Transparency is key.

Practical and Actionable:

Play buzzword Bingo! Look for the gaps in your competitors. That will help to determine what makes you unique.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

293 | Hiring Those With The Entrepreneurial Spirit with Brian Scudamore

Don't miss an episode of the Leaders in the Trenches Podcast. Subscribe now.


Growth in business is never a solo sport. You have to engage your team and others around you. One key aspect to growth, is to cultivate the entrepreneurial spirit within your teams. As a leader, you will get others to create value and take ownership of their work so that the company will grow. Our guest today is Brian Scudamore who shares insights on how to engage the entrepreneurial spirit in your culture.

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Target Audience: Brian serves Entrepreneurs and Leaders. His focus is all about propelling forward the entrepreneurial spirit. His niche is on“Entry-Preneurs” – meaning he supports people in their early journey of entrepreneurship.

 

The VISION: Who Brian Hires

We’re always looking for those embodying that fast paced entrepreneurial spirit no matter what role they are playing. It is about finding people who take complete ownership – people who see the company’s vision and can relate to it on a personal level. The team starts with “The Painted Picture” – a double sided document Brian writes every 5 years. It outlines the direction of where the company is going. It doesn’t say HOW they will get there.

Energy and focus is placed on finding the people who are so fired up and stoked about getting there. They become part of that plan. If you want to get people to own something, they’ve got to feel it from day one. It is the guaranteed way they’ll feel that personal responsibility.

Brian also shares that he specifically hires people that exude optimism. These are happy people  who are fired up, ready to go and ready to contribute.

The Beer & BBQ Test

Brian’s team uses the beer and bbq test- basically meaning: could you see yourself having a beer with that person being interviewed? Do you find them to be interesting? Is there a sense that something powerful is driving them forward in life? Do they fit in? The questions asked in the interviews are based on feelings – which is unique because not all companies base their answers on feelings. But so much of what we do is about building something bigger.

Brand Ambassadors

Brian hires people who are proud to be part of what the company is building. So they often actually wear the brand. That’s something that’s very much part of the culture. Staff feels a part of what is building as a unit. They do it because they feel it.

Brian, When You’re In Demand, How Do You Handle It?

When Brian found who could not be everywhere at once, he started to get others in the company to step up to the plate when he couldn’t do it all. He even had them step up to podiums and speak. It even gave them publicity and value of teaching others. It became a win win situation.

In this episode we’ll cover:

  • Hiring your Brand Ambassadors
  • Getting free press
  • Getting your team to step up to the plate  
  • Why compatibility is better than skill-set
  • How to hire people who take complete ownership

Practical and Actionable:

3 steps to free press:

  1. Know your angle- everybody’s got a story in their business. Just think, what is that angle- why would someone care about what you do as a business?
  2. Know who you are targeting.
  3. Pick up the phone. In today’s current digital world, it’s a rare thing that people do. Share you energy and give your quick pitch.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!