1102: The Untapped Strategic Power of Hiring Female Executives w/ Virginie Glaenzer

WEBVTT 1 00:00:00.080 --> 00:00:04.559 Are you struggling to come up with original content weekend and week out? Start 2 00:00:04.559 --> 00:00:09.189 a podcast. Interview your ideal clients, let them talk about what they care 3 00:00:09.230 --> 00:00:14.830 about most and never run out of content ideas again. Learn more at sweetphish 4 00:00:14.910 --> 00:00:24.460 MEDIACOM. You're listening to be tob growth, a daily podcast for BB leaders. 5 00:00:25.019 --> 00:00:28.539 We've interviewed names you've probably heard before, like Gary Vannerd truck and Simon 6 00:00:28.579 --> 00:00:32.899 Senek, but you've probably never heard from the majority of our guests. That's 7 00:00:32.979 --> 00:00:37.570 because the bulk of our interviews aren't with professional speakers and authors. Most of 8 00:00:37.609 --> 00:00:42.130 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 9 00:00:42.210 --> 00:00:46.729 they're experimenting with tactics, they're building the fastest growing BB companies in the 10 00:00:46.770 --> 00:00:50.240 world. My name is James Carberry. I'm the founder of sweetish media, 11 00:00:50.280 --> 00:00:54.119 a podcast agency for BB brands, and I'm also one of the CO hosts 12 00:00:54.159 --> 00:00:58.000 of this show. When we're not interviewing sales and marketing leaders, you'll hear 13 00:00:58.079 --> 00:01:00.640 stories from behind the scenes of our own business. Will share the ups and 14 00:01:00.759 --> 00:01:04.670 downs of our journey as we attempt to take over the world. Just getting 15 00:01:06.269 --> 00:01:15.870 well, maybe let's get into the show. Welcome back to BEDB growth. 16 00:01:15.950 --> 00:01:19.780 I am your host for to day's episode, Nikki Ivy, with sweetfish media. 17 00:01:19.099 --> 00:01:25.579 I've got with me today Virginy Glanzer, who is the founder at acorn 18 00:01:25.859 --> 00:01:29.500 oake. Virginie, how you doing today? I'm really well. Thank you, 19 00:01:29.579 --> 00:01:33.370 Nicki, for inviting me on your show. I'm excited to share what 20 00:01:33.489 --> 00:01:37.170 I've learned and just have a conversation with you. Yeah, I gotta tell 21 00:01:37.170 --> 00:01:41.409 you already, so far your energy has been so peaceful and calming, and 22 00:01:41.609 --> 00:01:45.489 yet I'm engaged right I'm trying to get into this. This is going to 23 00:01:45.530 --> 00:01:51.120 be fun and what we're going to be talking about today are some untapped strategic 24 00:01:51.280 --> 00:01:56.400 opportunities. We love those right to succeed as business owners. Are particularlyast a 25 00:01:56.519 --> 00:02:00.799 small business owners and entrepreneurs. But before we get into all of that, 26 00:02:00.000 --> 00:02:04.430 Virginy, I would love it if you would just give us a little bit 27 00:02:04.469 --> 00:02:07.349 of background on yourself and what you and the folks that a corn oak have 28 00:02:07.469 --> 00:02:12.189 been up to these days. Sure, should I go a little bit about 29 00:02:12.270 --> 00:02:15.020 my background? How I because I'm sure you've noticed my accent. Yeah, 30 00:02:15.099 --> 00:02:20.300 has yes, tell us about this beautiful accent. So originally bone and raised 31 00:02:20.340 --> 00:02:23.379 in Paris in France, and I moved in ninety nine to San Francisco Bay 32 00:02:23.419 --> 00:02:30.330 area with for Shit cases and speak as well as I did today, although 33 00:02:30.370 --> 00:02:32.930 I'm sure there's a lot of words that I still can't pronounce. So I 34 00:02:34.090 --> 00:02:38.490 spent about seventeen years in northern California. I co founded to text companies. 35 00:02:38.810 --> 00:02:45.520 started in a motel six eating a ninety nine since cheezburger and looking back, 36 00:02:45.759 --> 00:02:51.199 I really was grateful for this journey. I led to start up text start 37 00:02:51.240 --> 00:02:54.199 up for at ten years. The first one was a very had a very 38 00:02:54.280 --> 00:02:58.560 short life and the second was a little bit more successful. I was able 39 00:02:58.560 --> 00:03:02.270 to buy myself a nice house in mountain view the Google headquarters, and so 40 00:03:02.389 --> 00:03:06.669 I did that for about ten years and then I went back to to corporate 41 00:03:06.750 --> 00:03:10.870 world and I fell in love with marketing. I was already originally doing sales 42 00:03:10.909 --> 00:03:15.020 and then I ended up doing marketing to support my own sales background. So 43 00:03:15.419 --> 00:03:20.060 I did that for a few years until the startup that I was working for 44 00:03:20.819 --> 00:03:24.300 got acquired. I was hired by the CEO to change the marketing strategy and 45 00:03:24.379 --> 00:03:30.849 the brand positioning so potential choirs could actually see the company and when the acquisition 46 00:03:31.090 --> 00:03:36.409 happened, a year and a half after we team moved to Seattle, Washington, 47 00:03:36.689 --> 00:03:39.050 and at the time, you know, after seventeen years in northern California, 48 00:03:39.090 --> 00:03:43.080 I was ready to move them in the world as big and I was 49 00:03:43.159 --> 00:03:46.479 looking at the east coast. But I got a little bit tired of the 50 00:03:46.719 --> 00:03:51.199 you know, the Blue Sky of California and people being politically correct. So 51 00:03:51.560 --> 00:03:54.319 I thought I was ready to move to the east coast and I moved about 52 00:03:54.360 --> 00:03:59.349 seven years ago to New York. I've been VP marketing for a few organization, 53 00:03:59.389 --> 00:04:04.150 actually three organization, but twice I was asked to leave, maybe because 54 00:04:04.270 --> 00:04:09.750 I was not bringing enough coffee or being nice enough. That's a whole other 55 00:04:09.870 --> 00:04:15.099 discussion, but I learned a lot. I was doing digital marketing transformation for 56 00:04:15.259 --> 00:04:19.819 those organization and I learned a lot along the way. Started my third startup, 57 00:04:20.019 --> 00:04:25.569 which I run for about a year, invested my own money and after 58 00:04:25.569 --> 00:04:30.170 a year failed and had to I had to close the business. It was 59 00:04:30.209 --> 00:04:35.329 a new concept of a coworking space for freelancers in in a retail space. 60 00:04:35.889 --> 00:04:40.360 So learned a lot and then I found myself doing a little bit of culting 61 00:04:40.480 --> 00:04:45.240 for very small companies and I loved it and since then, in the last 62 00:04:45.959 --> 00:04:48.800 eight months, I've started my own agency, qual equal, Acorn Oak, 63 00:04:49.319 --> 00:04:55.990 and what we do is we help very small businesses and soul entrepreneurs, really 64 00:04:56.189 --> 00:05:00.230 companies that, you know, most likely don't have a lot of marketing budget, 65 00:05:00.310 --> 00:05:05.550 don't have a VP marketing, and we help them grow through digital innovation 66 00:05:05.589 --> 00:05:11.220 or digital marketing and we take care of not just a strategy but also the 67 00:05:11.300 --> 00:05:16.060 campaigns. And one particular thing about a cone oak is that we, or 68 00:05:16.139 --> 00:05:19.699 I want to grow the company with woman of experience. I think there's an 69 00:05:19.819 --> 00:05:26.810 aging discrimination in business in general and I want to support woman who are either 70 00:05:26.930 --> 00:05:30.930 in transition or trying to get back and who haven't been in in a job 71 00:05:31.050 --> 00:05:36.040 for a few years. But so we're now just three woman over fifty or 72 00:05:36.120 --> 00:05:41.959 close to being fifty, and it's been quite a ride. And Yeah, 73 00:05:42.480 --> 00:05:46.319 so you, you gave me so much more that I could have ever expected 74 00:05:46.480 --> 00:05:49.790 and I'm so glad you did. There's so much in the virginy. So, 75 00:05:50.029 --> 00:05:55.790 like I listen, you kind of glazed over the fact that this idea 76 00:05:55.870 --> 00:05:58.910 of not being nice and of a brain enough a coffee, but since what 77 00:05:58.990 --> 00:06:00.750 we're going to be talking about, one of the things we're going to be 78 00:06:00.829 --> 00:06:03.579 talking about here, one of those strategic opportunities that we're going to hit on, 79 00:06:04.060 --> 00:06:11.139 is hiring female executives if you want your business to thrive. Listen, 80 00:06:11.220 --> 00:06:15.860 I champion that idea. So within I hope you will give us a little 81 00:06:15.860 --> 00:06:19.610 nugget about that experience when you when you talk to us about this idea of 82 00:06:20.410 --> 00:06:25.329 how hiring female executives can help your business drive. They Canto it for us, 83 00:06:25.689 --> 00:06:30.009 sure, and it's really one of those no brainers that no one thought 84 00:06:30.209 --> 00:06:32.560 of it. So I ideal with a lot of small business owners, meet 85 00:06:32.639 --> 00:06:39.839 sized companies and the data is just out there. It's not even a question. 86 00:06:40.040 --> 00:06:44.040 Now one of the thing as an Entrepreneurialis a small business owner, if 87 00:06:44.079 --> 00:06:47.750 you want to drive hire a female executive. And the reason is woman or 88 00:06:47.829 --> 00:06:55.629 not. About competition there about collaboration. The data shows that companies with the 89 00:06:55.910 --> 00:07:01.899 highest representation of women on their top management team will have better financial performance. 90 00:07:02.939 --> 00:07:09.100 So having whether it's woman on your boards or on your executive team will boost 91 00:07:09.459 --> 00:07:14.379 your investment returns. I mean it's you know, companies with strong female leadership 92 00:07:14.500 --> 00:07:19.209 delivers thirty six percent higher return on equity, according to the index provider, 93 00:07:19.490 --> 00:07:24.810 and a sci that's it. It's just a no brainer. And so it's 94 00:07:24.889 --> 00:07:28.290 one of those things that are overlooked and I know it's a big topic these 95 00:07:28.290 --> 00:07:32.680 days, but if you have the opportunity to hire a woman in your executive 96 00:07:32.680 --> 00:07:39.000 team, you're making a long term a better decision from a return standpoint. 97 00:07:39.319 --> 00:07:43.360 And I've heard, I talked to a lot of men. One of my 98 00:07:43.480 --> 00:07:47.350 client is actually launching a woman leadership program so in that context I had the 99 00:07:47.389 --> 00:07:53.149 chance to talk to a lot of CMOS and CEO's of large and fortune five 100 00:07:53.189 --> 00:07:59.420 hundred companies and of course I'm hearing their perspective, which is I'm more comfortable, 101 00:07:59.860 --> 00:08:05.220 you know, those who are actually open to being true to their you 102 00:08:05.300 --> 00:08:07.420 know experience. A lot of them will say, well, I don't know 103 00:08:09.100 --> 00:08:15.009 that many women, or I'm more comfortable around men. But again, either 104 00:08:15.129 --> 00:08:20.290 you're looking to stay comfortable or you're looking to increase the return of your company 105 00:08:20.329 --> 00:08:24.529 and that's what you're focusing on, then just hire an executive woman as in 106 00:08:24.649 --> 00:08:28.800 your executive team. It's that simple gabble. You know what the numbers bear 107 00:08:28.879 --> 00:08:33.360 that out right I've heard this argument before as well. The scarcity will not 108 00:08:33.399 --> 00:08:35.320 a lot of women. Not a lot of women applied for this job and 109 00:08:35.440 --> 00:08:39.000 things like that, and that may be true, but you can you don't 110 00:08:39.039 --> 00:08:41.950 stop there, right, if you know that, you know the numbers bear 111 00:08:41.950 --> 00:08:46.669 out female executives being, you know, adding to the bottom line, right 112 00:08:48.230 --> 00:08:50.909 then to stop that, oh, there just weren't enough. That came to 113 00:08:52.029 --> 00:08:56.259 me versus going out and going to them is, you know, kind of 114 00:08:56.299 --> 00:08:58.740 kind of lazy, kind of irresponsible. What I think it's cool these days, 115 00:09:00.259 --> 00:09:01.340 and you let me know your pain on this, is there are a 116 00:09:03.139 --> 00:09:09.009 few pieces of technology that are out there that are looking to facilitate the sort 117 00:09:09.049 --> 00:09:13.730 of thing right, like make it easier, like create a platform where, 118 00:09:13.210 --> 00:09:18.169 you know, employers can go, businesses can go and find talent pools that 119 00:09:18.210 --> 00:09:24.840 are, you know, comprized more heavily of these historically underrepresented groups. There 120 00:09:24.960 --> 00:09:31.559 is technology that is geared at mitigating these biases. He's implicit biases that sometimes, 121 00:09:31.639 --> 00:09:33.679 folks who don't know which I which, I'm guessing is where you were 122 00:09:33.720 --> 00:09:37.759 going, as far as though maybe I didn't smile enough for getting a coffee. 123 00:09:39.230 --> 00:09:43.070 That's that's these right, these UN sometimes in unknown to the to the 124 00:09:43.149 --> 00:09:48.269 perpetrator, biases that that happen. And you know, we were at a 125 00:09:48.309 --> 00:09:50.830 point where, you're right, we were sort of stalled there. There's still 126 00:09:50.870 --> 00:09:54.620 so much work to do, but thankfully there is a lot of technology that 127 00:09:54.779 --> 00:09:56.580 is looking to mitigate that. In fact, I've got some names I'm going 128 00:09:56.580 --> 00:10:01.220 to shoot you after we get off this call, of some of the boks 129 00:10:01.220 --> 00:10:03.379 that are that are leading that charge. A couple of them actually men. 130 00:10:03.539 --> 00:10:09.889 So I think actually been men can do good stuff for women too. Think 131 00:10:09.889 --> 00:10:13.889 it's yeah, it's cute at work with men. It's this is not about, 132 00:10:13.370 --> 00:10:18.330 you know, focusing on just bringing on woman if this is about finding 133 00:10:18.529 --> 00:10:24.159 this balance between men and women inclusions. What we're talking about right? We're 134 00:10:24.320 --> 00:10:28.240 we're talking about like we're talking about elevating the profession. I think its sales 135 00:10:28.279 --> 00:10:31.360 and marketing, or at an inflection point when it comes to what our identity 136 00:10:31.519 --> 00:10:35.320 is and what it's going to be, what it needs to be right. 137 00:10:35.399 --> 00:10:39.990 And a lot of that conversation is around valuing certain skills in particularly in sales 138 00:10:41.070 --> 00:10:45.990 people and in leaders right, valuing so called soft skills, right, like 139 00:10:46.470 --> 00:10:52.620 empathy and emotional intelligence and things that a lot of science would attribute to women 140 00:10:52.659 --> 00:10:56.460 more often than men in general, but just in general. Since we're already 141 00:10:56.460 --> 00:11:00.860 looking for some of those some of those you know traits, some of those 142 00:11:00.899 --> 00:11:03.490 features, and we're already sort of going through this, who are we going 143 00:11:03.610 --> 00:11:09.169 to be conversation or inflection point? I think it makes sense right now to 144 00:11:09.289 --> 00:11:13.649 be even more intentional about what the composition is of the workforce, and I 145 00:11:13.690 --> 00:11:16.889 don't think there's anything I don't think there's anything wrong with that. So this 146 00:11:16.289 --> 00:11:22.440 this episode is feared very directly do a lot of my opinions, which I 147 00:11:22.480 --> 00:11:24.480 don't typically do. This is something I'm passionate about and I think that we 148 00:11:24.559 --> 00:11:28.039 talked about this on the show a lot. I think that you you have 149 00:11:28.120 --> 00:11:31.879 to take stands on things right and this does not always have to be adversaries. 150 00:11:31.960 --> 00:11:33.509 Not at all have to be adversarial, but in no one certain terms. 151 00:11:33.549 --> 00:11:37.909 Hear Me, if you're listening, I love you to death, but 152 00:11:37.990 --> 00:11:39.789 I'm not. I don't back down on this. The numbers bear out higher 153 00:11:39.830 --> 00:11:46.509 female executives. I think we made that case of moving on another stand adversity 154 00:11:46.549 --> 00:11:50.179 at last, and I think just to yes, just to finish on this 155 00:11:50.419 --> 00:11:54.259 topic, this is not about trying to change the bias, the education that 156 00:11:54.340 --> 00:12:01.220 we've received, the way we react right and having this hot discussion on men 157 00:12:01.340 --> 00:12:05.850 versus woman versus, about just understanding that, as an entrepreneur and a small 158 00:12:05.889 --> 00:12:09.210 business owner, what you want is to brow your organization and one way is 159 00:12:09.409 --> 00:12:15.720 to get is to a higher female executive, because the data shows that if 160 00:12:15.799 --> 00:12:20.799 you have a balanced team, you're more likely to have a higher return. 161 00:12:22.200 --> 00:12:24.879 That's it. So No, it's not any mortal conversation, it's it's a 162 00:12:24.960 --> 00:12:30.470 choice. If that's what you're looking for, then that's one way to achieve 163 00:12:30.509 --> 00:12:33.230 it. Now there's always the excuses, or I can find them, or 164 00:12:33.269 --> 00:12:37.029 whatever it is. It starts with the choice of where do I want to 165 00:12:37.070 --> 00:12:43.269 go? So, for today's growth story will be talking about clear company, 166 00:12:43.309 --> 00:12:48.700 a fast growing talent management platform. Clear company was acquiring a decent number of 167 00:12:48.779 --> 00:12:54.019 users, but they weren't happy with their organic traffic or conversions. Clear Company 168 00:12:54.059 --> 00:13:00.490 turned to directive the BETOB search marketing agency to help increase their overall search visibility 169 00:13:00.610 --> 00:13:05.570 for core keywords in order to drive more organic traffic and bottom of the funnel 170 00:13:05.570 --> 00:13:11.570 leads. After identifying the core target keyword and analyzing the first page of Google 171 00:13:11.690 --> 00:13:18.279 results. Directive executed a content and digital PR strategy to rank clear company number 172 00:13:18.360 --> 00:13:22.840 one on the first page of Google for the high intent keyword. In just 173 00:13:22.039 --> 00:13:26.750 five months, that one piece of content generated twenty seven demo requests and one 174 00:13:26.870 --> 00:13:33.110 thousand nine hundred and two referring domains, and all time high for clear company. 175 00:13:33.590 --> 00:13:37.149 If you're looking for results like this with your search engine marketing, there's 176 00:13:37.149 --> 00:13:41.940 a good chance directive can help. Visit Directive consultingcom and get a free customized 177 00:13:41.980 --> 00:13:48.100 proposal. All right, let's get back to the show. To be clear, 178 00:13:48.179 --> 00:13:50.460 that the technology that I mentioned. As far as biases, it's alone 179 00:13:50.539 --> 00:13:54.100 as that you're talking about. So it does it takes the emotion out of 180 00:13:54.139 --> 00:13:58.570 it and it's looking to have just this the algorithm, the software seek out 181 00:13:58.649 --> 00:14:03.889 and try to mitigate those biases without it having to come to those often uncomfortable 182 00:14:03.929 --> 00:14:07.690 conversations or having to come to those questions or heated debates. It's like, 183 00:14:07.769 --> 00:14:11.320 now, forget all of that. What does the data say about whether conor 184 00:14:11.440 --> 00:14:13.000 is what we want to walk in the technology? Yeah, right, and 185 00:14:13.159 --> 00:14:16.120 what do we want to accomplish? So what all the school is? What 186 00:14:16.200 --> 00:14:20.240 are the ways this is one way. You can choose to go or not, 187 00:14:20.720 --> 00:14:24.789 but I thought that I would bring up this choice, which is overlooked 188 00:14:26.070 --> 00:14:33.190 and not necessarily talked in this context of achieving higher growth. Exactly. I'm 189 00:14:33.230 --> 00:14:35.629 so glad. I'm so I'm already glad to have you on the show, 190 00:14:35.629 --> 00:14:39.019 but I'm so glad that you that you would ahead and laid that out. 191 00:14:39.100 --> 00:14:41.419 For another stance that you take, guys, stay with me, is I 192 00:14:41.500 --> 00:14:43.379 know, I'm no, there's a lot of markoms out there. Look at 193 00:14:43.379 --> 00:14:48.419 at this the show, but Vergini says you got to recognize them. Marketing 194 00:14:48.980 --> 00:14:52.850 is dead and welcome to relationing, which is going to replace marketing. Go 195 00:14:52.970 --> 00:14:58.370 ahead and a flesh this out, for is your Virginie? Sure? So, 196 00:14:58.610 --> 00:15:01.490 yes, marketting is dead and we are coming up with it. We 197 00:15:01.610 --> 00:15:05.970 have to reinvent marketing. I mean since ever since people had something to sell, 198 00:15:07.009 --> 00:15:11.879 we've been marketing right, but the effectiveness of those marketing method or being 199 00:15:11.039 --> 00:15:15.080 decreased, and the reason is there's number of reason. One of them is 200 00:15:15.399 --> 00:15:22.070 there's so many choices that the noise level have has increased, and so it's 201 00:15:22.149 --> 00:15:28.389 becoming really difficult to launch a new product or just to connect with your customers. 202 00:15:28.470 --> 00:15:31.509 So that's number one. Number two the fact back of that people overwhelmed 203 00:15:31.549 --> 00:15:37.139 with information. Social Media, which originally made it easy to engage with our 204 00:15:37.220 --> 00:15:41.899 customer using, you know, marketing and social media, has become very difficult 205 00:15:41.980 --> 00:15:46.620 because the attentions and has been low, you know, decreasing, and it's, 206 00:15:46.820 --> 00:15:50.769 you know, it's just difficult. So we know that marketers, and 207 00:15:50.889 --> 00:15:54.970 there's some very good marketers out there, all going to great length to make 208 00:15:56.049 --> 00:16:00.169 it happen, and but they are it's paying. We're paying the cost of 209 00:16:00.289 --> 00:16:04.159 losing sight of the customers pain, and so that's why marketing in general, 210 00:16:04.159 --> 00:16:07.240 if you look at the words, even the words that we're using, it's 211 00:16:07.240 --> 00:16:15.840 a very aggressive practice. We're talking about hooking and tracking and retargeting and competitive 212 00:16:15.879 --> 00:16:21.269 analysis and offensive strategy. Right. It's like almost who will be fighting against? 213 00:16:21.789 --> 00:16:23.870 And so what I'm thinking, and I've been in marketing for the last 214 00:16:23.870 --> 00:16:27.990 twenty years, so I've seen things evolved and I'm a big believer in social 215 00:16:29.029 --> 00:16:33.899 media. You building a new type of relationship and we've seen some brands coming 216 00:16:33.980 --> 00:16:38.139 up with, you know, raising the bar in terms of building a relationship 217 00:16:38.220 --> 00:16:45.580 and letting customers dictate what they want, right. So relationing is a new 218 00:16:45.620 --> 00:16:52.610 way of positioning marketing and it's almost like changing our expectations. So relationing is 219 00:16:52.889 --> 00:16:56.529 what it means. It's it means finding a new way to be in a 220 00:16:56.649 --> 00:17:00.919 relationship for your customers, being actually the relationship maker. So let me explain. 221 00:17:02.320 --> 00:17:06.400 In relationship, the marketing and the brand game, the new game has 222 00:17:06.519 --> 00:17:11.240 three objective. The first one is to connect people who want what the brand 223 00:17:11.319 --> 00:17:15.309 has to offer with the brand. So connection second is to find more people 224 00:17:15.710 --> 00:17:21.109 who love the brands, all the service, and then the third is to 225 00:17:21.269 --> 00:17:26.509 give those people control as an opportunity for them to become brand advocates so they 226 00:17:26.549 --> 00:17:30.460 can shape the future of the brand. So there is a giving the control 227 00:17:30.779 --> 00:17:36.500 over to those people. So we've we've created five the five hours. For 228 00:17:36.619 --> 00:17:41.539 the marketers out there who are familiar with the four piece of marketing, which 229 00:17:41.900 --> 00:17:48.130 evolve into the seven piece. It was price promotion, product place, packaging, 230 00:17:48.289 --> 00:17:52.369 positioning and people. Right. Well, we have now fought the five 231 00:17:52.650 --> 00:17:56.809 ours of relation. The first one is reason. What's the reason for the 232 00:17:56.930 --> 00:18:00.279 customer to buy? Right, but the value, props, the benefit in 233 00:18:00.480 --> 00:18:04.319 the eyes of the customer. So this requires a shift. It's no longer 234 00:18:04.359 --> 00:18:11.160 about why you, as the of the founder or the marketer, believe that 235 00:18:11.400 --> 00:18:15.029 people should be interested. It's from your customer perspective, and so that's the 236 00:18:15.109 --> 00:18:21.589 reason why. The second is the relation. How does the brand relates to 237 00:18:21.710 --> 00:18:25.069 people's lives? You know what all the core value you share with your customers? 238 00:18:25.109 --> 00:18:29.019 Do you have similar view of the world? What story do you share 239 00:18:29.339 --> 00:18:33.380 to create a desire for them to be in relation with you? So second 240 00:18:33.460 --> 00:18:37.619 is relation. The third is relation ship. How can the brunt, the 241 00:18:37.700 --> 00:18:42.410 brand, build a relationship with its customers, whether the functional and emotional benefits? 242 00:18:44.329 --> 00:18:47.890 The fourth is reach. That's the easiest one. How do you, 243 00:18:48.210 --> 00:18:51.369 how don't? Do Your customers find you? Where can they buy? It 244 00:18:51.690 --> 00:18:56.200 is no longer just online and offline. It's global. And the fifth one 245 00:18:56.319 --> 00:19:00.839 is responsibility, which is what is your product Sustainability Strategy? Do you have 246 00:19:00.920 --> 00:19:07.119 a recycle packaging or materials and or your suppliers respectful of human rights and equal 247 00:19:07.200 --> 00:19:12.150 friendly right? What are your distribution channel that you're using that all carbon friendly, 248 00:19:12.789 --> 00:19:17.509 and do you have any recycling programming place? So these are the four, 249 00:19:18.430 --> 00:19:26.220 the five piece of relation in reasons relation, relationship, reach and responsibility. 250 00:19:26.740 --> 00:19:30.259 So that's what I've been working on, trying to, you know, 251 00:19:30.740 --> 00:19:36.299 think through the noise and come with the way to think differently about how do 252 00:19:36.380 --> 00:19:40.890 you grow a company and how do you bring that to life to people who 253 00:19:40.930 --> 00:19:45.529 have so many choices, that don't really care about what you do, but 254 00:19:45.690 --> 00:19:51.490 what they truly care about is how your product or your service make them feel 255 00:19:51.529 --> 00:19:56.119 about themselves. And if exactly right, if you take that last piece, 256 00:19:57.039 --> 00:20:02.279 do you we need to change marketing. So if, if this is no 257 00:20:02.319 --> 00:20:06.799 longer about your product or your surveys that people don't care about what you do 258 00:20:07.190 --> 00:20:11.269 but take care about how your product or your brand make them feel about themselves, 259 00:20:11.670 --> 00:20:15.109 we need to rethink marketing. And that's what I'm sure for sure. 260 00:20:15.109 --> 00:20:17.789 And you know what, that's one of the things that I've talked about this 261 00:20:17.829 --> 00:20:19.390 on this show before, but I don't think it can stress it enough. 262 00:20:21.109 --> 00:20:26.980 That element of focusing on how you can make people feel about themselves is something 263 00:20:26.059 --> 00:20:30.819 that be to Sea Marketing Has Gotten Right and leveraged for a very long time. 264 00:20:32.579 --> 00:20:37.730 And while be to be, particularly be to be Sass, has leaned 265 00:20:37.970 --> 00:20:41.569 so heavily because he's tend to be text solutions. It started by folks who 266 00:20:41.569 --> 00:20:45.569 were excited about the tech itself, has leaned so heavily on the product and 267 00:20:45.609 --> 00:20:49.519 how proud and excited they were to bring them to the people that we you 268 00:20:49.599 --> 00:20:53.079 know, we did sort of lose miss an opportunity as far as focusing on 269 00:20:53.640 --> 00:20:56.920 how to make people feel about them those and I think maybe we didn't recognize 270 00:20:56.960 --> 00:21:00.759 that that opportunity existed, but it absolutely does, I know. I know 271 00:21:02.000 --> 00:21:06.990 that those moments as a salesperson when I had been able to, you know, 272 00:21:07.269 --> 00:21:08.990 connect with the person on that level on how I can make them feel 273 00:21:08.990 --> 00:21:12.029 about themselves, whether that's, you know, making them feel like, Hey, 274 00:21:12.309 --> 00:21:15.349 maybe your daytoday doesn't have to be the grind that it is, you 275 00:21:15.470 --> 00:21:21.099 know, or you know, your future year over year that you're thinking about. 276 00:21:21.539 --> 00:21:23.980 You know you're not going to have to go out and get that and 277 00:21:25.299 --> 00:21:27.099 skip vacations and do other things you thought you were going to have to do, 278 00:21:27.180 --> 00:21:30.099 because we can fix them if it inefficiencies that can get you there. 279 00:21:30.660 --> 00:21:34.170 When I'm able to make that connection, it resonates so much more than this 280 00:21:34.289 --> 00:21:37.250 features and benefits thing and I think that that's again part of that. I 281 00:21:37.329 --> 00:21:42.609 didn't think it tells is going through quitely Virginie, you have given us so 282 00:21:42.730 --> 00:21:45.730 much value and there are a few of the things I would love to get 283 00:21:45.730 --> 00:21:48.359 to you. I don't know we're going to. We're probably just going to 284 00:21:48.400 --> 00:21:51.440 have to have you one again because I have to get to this question. 285 00:21:51.519 --> 00:21:53.799 Reils my that my listeners will be mad with me. People are going to 286 00:21:53.880 --> 00:21:56.880 want to know after I've, you know, been able to pick your brain 287 00:21:56.880 --> 00:21:59.240 and see what I can get out of a bit and all your experience. 288 00:21:59.359 --> 00:22:00.789 I did you know what you're putting in it? What is it? To 289 00:22:00.950 --> 00:22:04.029 tell us a learning resource that you've engaged with here recently that's, you know, 290 00:22:04.549 --> 00:22:08.990 forming your approach that you're just excited about. So this day is I'm 291 00:22:10.029 --> 00:22:15.180 actually a diving into something that I don't know if it's connected to psychology or 292 00:22:15.740 --> 00:22:23.740 anthropology or marketing or business. It's called ritual ritual rituals at you. Do 293 00:22:23.779 --> 00:22:29.140 you know what them or I really yeah, rituals. Yes, so the 294 00:22:29.420 --> 00:22:34.410 impact of rituals in business and particularly in digital marketing, and how, if 295 00:22:34.450 --> 00:22:41.450 a kind of organization lacks retrols, it actually so lacking ritrols as an organization 296 00:22:41.930 --> 00:22:47.720 creates threats. And Yeah, so it's I'm exploring that I'm thinking. So 297 00:22:47.960 --> 00:22:53.920 I'm using twitter a lot. My Hand Always Virginie G and I follow. 298 00:22:55.160 --> 00:22:59.390 I have a list of people with topics that I'm interested in, and I 299 00:22:59.470 --> 00:23:03.430 felt a very few people, because otherwise the noise is just a cheer. 300 00:23:03.589 --> 00:23:07.029 But but I do. Every time someone connects, I do engage with them 301 00:23:07.109 --> 00:23:10.349 and try to see what they're all about, and I use list for that. 302 00:23:10.789 --> 00:23:15.579 So I'm thinking. I recently engage with someone who's an expert on that 303 00:23:15.900 --> 00:23:19.259 topic, is an independent consultant on the topic of ritual and I'm thinking about 304 00:23:19.259 --> 00:23:26.059 putting together not a podcast but a video or a small pridect like a group 305 00:23:26.099 --> 00:23:29.769 of two hundred and twenty five, where we would he would be the presenter 306 00:23:29.930 --> 00:23:33.210 and we would have it a conversation, so with other marketers. So if 307 00:23:33.329 --> 00:23:38.210 they or if anyone is curious about how does vitrols in the business world, 308 00:23:38.329 --> 00:23:41.200 how do you connect those two and what kind of impact? What does that 309 00:23:41.319 --> 00:23:45.359 even mean? Yeah, I'm not giving too yeah, then I will invite 310 00:23:45.359 --> 00:23:48.559 you. You'll find something. I do just pitch him the idea about why 311 00:23:48.599 --> 00:23:52.279 don't we do this, because I want to know more, I want to 312 00:23:52.359 --> 00:23:56.829 dive and understand it means as a marketer, as a business owner, and 313 00:23:56.069 --> 00:24:03.990 can I improve people's lives through creating a ritrols in in that relationship that I'm 314 00:24:03.990 --> 00:24:08.309 trying to get to have between my brands and customers, or for my customers 315 00:24:08.390 --> 00:24:14.980 and their own clients? Yeah, yeah, that's here. Your so full 316 00:24:15.019 --> 00:24:21.980 of surprises, like the best kind of surprises. I have absolutely enjoyed this. 317 00:24:22.099 --> 00:24:25.970 I've been delighted and I know that, just like me, folks listening 318 00:24:26.049 --> 00:24:30.450 are becoming fast fans of yours and don't want to know how to get in 319 00:24:30.809 --> 00:24:33.130 with let us openly. How can people connect with you becase I thought you 320 00:24:33.130 --> 00:24:37.369 give us your twitter handle. How confos it was the best way. I'm 321 00:24:37.410 --> 00:24:40.880 a pretty open book, so they can find me on facebook, on Linkedin, 322 00:24:41.000 --> 00:24:45.359 on Instagram, Virginie Glenzer, and then otherwise on my website. I've 323 00:24:45.440 --> 00:24:51.480 a corn Oak DOTNET and I'm again pretty open book, so easy to find 324 00:24:51.519 --> 00:24:53.910 me her. Thank you so much. I'm so scared to having you on 325 00:24:53.950 --> 00:24:57.269 the show and I need to hear what happens with this rituals that. By 326 00:24:57.269 --> 00:25:00.430 the way, I love the way you pronounce the word. Originally pronounce most 327 00:25:00.470 --> 00:25:06.029 words. I'm obsessed with you. It's fine anyway. Thank you. Thanks 328 00:25:06.069 --> 00:25:08.740 so much being on the show. Thank you for having me. Looking forward 329 00:25:08.740 --> 00:25:12.700 to sharing an on social media and maybe more, who knows? Yeah, 330 00:25:12.740 --> 00:25:21.140 yeah, we totally get it. We publish a ton of content on this 331 00:25:21.220 --> 00:25:23.569 podcast and it can be a lot to keep up with. That's why we've 332 00:25:23.569 --> 00:25:29.210 started the BDB growth big three, a no fluff email that boils down our 333 00:25:29.329 --> 00:25:33.009 three biggest takeaways from an entire week of episodes. Sign up today at Sweet 334 00:25:33.049 --> 00:25:40.079 Fish Mediacom big three. That sweet PHISH MEDIACOM Big Three