1152: How to Align Marketing Strategy & Creative Storytelling w/ Sara Bresee

WEBVTT 1 00:00:00.320 --> 00:00:05.639 Looking for a guaranteed way to create content that resonates with your audience? Start 2 00:00:05.679 --> 00:00:10.589 a podcast, interview your ideal clients and let them choose the topic of the 3 00:00:10.710 --> 00:00:15.109 interview, because if your ideal clients care about the topic, there's a good 4 00:00:15.150 --> 00:00:18.989 chance the rest of your audience will care about it too. Learn more at 5 00:00:19.030 --> 00:00:27.620 Sweet Phish Mediacom you're listening to be tob growth, a daily podcast for B 6 00:00:27.739 --> 00:00:32.060 TOB leaders. We've interviewed names you've probably heard before, like Gary vanner truck 7 00:00:32.140 --> 00:00:36.049 and Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:36.689 --> 00:00:40.689 That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:41.289 --> 00:00:45.170 Most of our guests are in the trenches leading sales and marketing teams. They're 10 00:00:45.170 --> 00:00:50.159 implementing strategy, they're experimenting with tactics, they're building the fastest growing be tob 11 00:00:50.280 --> 00:00:53.640 companies in the world. My name is James Carberry. I'm the founder of 12 00:00:53.679 --> 00:00:57.560 sweet fish media, a podcast agency for BB brands, and I'm also one 13 00:00:57.560 --> 00:01:00.280 of the CO hosts of this show. When we're not interviewing sales and marketing 14 00:01:00.320 --> 00:01:04.189 leaders, you'll hear stories from behind the scenes of our own business. Will 15 00:01:04.230 --> 00:01:07.510 share the ups and downs of our journey as we attempt to take over the 16 00:01:07.590 --> 00:01:19.459 world. Just getting well? Maybe let's get into the show. Welcome back 17 00:01:19.579 --> 00:01:23.700 to be tob growth. I'm your host for today's episode, Logan Miles of 18 00:01:23.739 --> 00:01:26.700 sweet fish media guys. Have got with me today Sarah Brazzy. She's the 19 00:01:26.900 --> 00:01:32.180 Executive Vice President of marketing and channel sales at master controls. Sarah, how 20 00:01:32.219 --> 00:01:34.769 you doing today? Doing Great. Thanks so much for having me here. 21 00:01:34.409 --> 00:01:38.489 We are very excited to chat with you today. Sarah. Before we get 22 00:01:38.650 --> 00:01:41.489 into today's topic, I would love for you to share with us a little 23 00:01:41.489 --> 00:01:44.290 bit about what you and the team are up to over at master control these 24 00:01:44.290 --> 00:01:47.560 days. Yeah, it's a really exciting time at master control. You know, 25 00:01:47.680 --> 00:01:52.680 we are this twenty five year old company that has suddenly become this really 26 00:01:52.879 --> 00:01:57.200 great story about cloud and SASS growth. Master control is based in Salt Lake 27 00:01:57.239 --> 00:02:01.629 City, Utah, and we sell into the regulated departments around the world, 28 00:02:01.670 --> 00:02:07.829 but really largely regulated life sciences organizations. We have been a leader in quality 29 00:02:07.909 --> 00:02:13.110 management systems for over two decades and if you think about if you take a 30 00:02:13.189 --> 00:02:17.180 pharmaceutical drug or if you use it or have a medical device, you really 31 00:02:17.259 --> 00:02:22.180 want those things to be regulated by the FDA, and regulation, of course, 32 00:02:22.259 --> 00:02:24.539 brings a ton of paperwork. In fact, it's been estimated that there 33 00:02:24.539 --> 00:02:31.330 are like two trailer trucks full of paper involved in being FDA compliant, and 34 00:02:31.530 --> 00:02:36.250 so it's our job actually to get the paper out of that process and help 35 00:02:36.689 --> 00:02:40.530 companies speed up their ability to comply with the FDA, which all ties to 36 00:02:40.569 --> 00:02:46.000 our big mission of bringing life changing products to more people sooner. So we 37 00:02:46.159 --> 00:02:52.800 help organizations digitize, automate and connect quality and compliance processes across the regulated Product 38 00:02:52.840 --> 00:02:57.840 Development Life Cycle. I love it. Coming from ten plus years of selling 39 00:02:57.960 --> 00:03:02.629 copiers, printers office equipment management software, I can tell you you are doing 40 00:03:02.669 --> 00:03:07.710 amazing work over there. You know, is amazing to me that how much 41 00:03:07.870 --> 00:03:13.979 is still spent on printed paper these days, and I can attest to I've 42 00:03:14.020 --> 00:03:17.139 seen some of those truck loads of paper in the past. So in a 43 00:03:17.219 --> 00:03:22.219 different role now, but that just makes me think of my days, you 44 00:03:22.300 --> 00:03:25.740 know, finding those back rooms just full of paper and trying to help people 45 00:03:27.449 --> 00:03:30.330 develop better processes for that right. Absolutely. You know, we laugh a 46 00:03:30.409 --> 00:03:36.050 lot because you know, our product managers and product marketing teams, they get 47 00:03:36.050 --> 00:03:39.650 all geared up about the competition and the reality is our competition is really paper. 48 00:03:39.770 --> 00:03:44.759 It's paper on the manufacturing shop floor, it's paper in the processes used 49 00:03:44.840 --> 00:03:47.280 to comply with audit. You know, it's pretty much paper anywhere in the 50 00:03:47.400 --> 00:03:52.159 quality management process and everywhere you go you sort of think, man, I 51 00:03:52.240 --> 00:03:55.550 can't believe people are still using paper. And yet some like forty percent of 52 00:03:55.669 --> 00:04:00.349 our customers are still using paper for these core processes. So we're feeling pretty 53 00:04:00.349 --> 00:04:04.949 good about our our potential longevity. I love it. So that kind of 54 00:04:05.150 --> 00:04:10.259 segues nicely. I'd like for you to talk a little bit about the transition 55 00:04:10.379 --> 00:04:15.340 that you guys have been in and I think that'll lead us into this conversation 56 00:04:15.419 --> 00:04:20.060 about how you structure your marketing organ how you can really be strategy led and 57 00:04:20.300 --> 00:04:25.490 and marry your strategy to your creative and one of the things you and I 58 00:04:25.529 --> 00:04:29.209 were chanting about before we hit record here, Sarah, is the transition you 59 00:04:29.290 --> 00:04:32.250 guys are going through to a platform company. Can you get us a little 60 00:04:32.250 --> 00:04:35.490 bit more context there, because I think we're going to circle back to how 61 00:04:35.569 --> 00:04:40.439 that impact your measurement and and the things that you guys look at as an 62 00:04:40.480 --> 00:04:45.759 overall marketing team. Absolutely and you know, I think the really exciting thing 63 00:04:45.800 --> 00:04:48.480 I've been here about two years, so this sectual to my two year anniversary. 64 00:04:48.879 --> 00:04:51.949 You know, when when I got to master control. We have a 65 00:04:53.149 --> 00:04:57.990 world class demand generation team. So anybody who works at a startup understands that 66 00:04:58.269 --> 00:05:00.350 you don't start with, you know, big picture brand marketing. You really 67 00:05:00.389 --> 00:05:05.189 start with can we generate demand for our solutions? And we've done that in 68 00:05:05.310 --> 00:05:13.620 a really, really amazing way for many years as a single on premise software 69 00:05:13.660 --> 00:05:16.540 product. And so not to downplay that. That's it's still hard. But 70 00:05:16.939 --> 00:05:23.089 in this year that I arrived, the company was making a major transition. 71 00:05:23.329 --> 00:05:28.329 So we I was brought on board actually to help rebrand the company but, 72 00:05:28.850 --> 00:05:32.970 you know, also reposition the company. We went from being this single on 73 00:05:33.089 --> 00:05:42.720 premise product company selling quality management software to actually launching an entire product management excellence 74 00:05:42.879 --> 00:05:46.680 solution suite. Let me try and say that again. I think the the 75 00:05:46.759 --> 00:05:50.910 brand update really was to signal this idea that we are no longer a single 76 00:05:50.990 --> 00:05:57.430 point product but that we believe quality changes everything from the beginning of products in 77 00:05:57.550 --> 00:06:01.829 research and development all the way through to commercialization and then getting post market feedback, 78 00:06:01.870 --> 00:06:10.339 so that that branding effort was really new to master control and it really 79 00:06:10.459 --> 00:06:16.220 took the creation of an entirely new marketing organization. So you talked about what 80 00:06:16.300 --> 00:06:19.490 does it take to make that kind of change. You know, the the 81 00:06:19.689 --> 00:06:26.850 brand itself came from this big strategy idea and has come to life through a 82 00:06:27.089 --> 00:06:31.290 pretty monumental creative and digital experience effort. So tell me a little bit about 83 00:06:31.490 --> 00:06:36.160 that shift there, because it sounds like you were really trying to shift the 84 00:06:36.319 --> 00:06:41.079 narrative, you know, about the company. The rebrand wasn't just hey, 85 00:06:41.120 --> 00:06:44.600 we need a new name, we need some fresh paint on the logo, 86 00:06:45.319 --> 00:06:47.790 and you and I were talking a little bit about the the importance of story. 87 00:06:48.069 --> 00:06:53.149 Tell me a little bit about where that's been playing a role as you 88 00:06:53.189 --> 00:06:57.629 guys make this shift as a marketing team and and a company overall. Well. 89 00:06:57.670 --> 00:06:59.870 So, in addition to modernizing the look, like you said, you 90 00:06:59.990 --> 00:07:01.819 know, just a fresh coat of paint, we really wanted this new brand 91 00:07:01.939 --> 00:07:06.459 to signal two things to the marketplace, and the first thing was our transition 92 00:07:06.500 --> 00:07:12.899 from a single product company to a multisolution platform product. But then the second 93 00:07:12.939 --> 00:07:17.009 part of that is a move to the SASS based business model so that's a 94 00:07:17.050 --> 00:07:21.329 pretty complicated story. You know, we launched, as part of that platform 95 00:07:21.370 --> 00:07:27.689 effort, a new product called manufacturing excellence to help address that problem of paper 96 00:07:28.410 --> 00:07:30.839 as we were talking about, specifically for manufacturers, so a little bit adjacent 97 00:07:30.920 --> 00:07:36.399 to our core quality space. Those are significant business challenges and so I worked 98 00:07:36.439 --> 00:07:41.639 for ten years in one of the world's leading be to be advertising agencies and 99 00:07:41.720 --> 00:07:45.629 the things that we took I took away from that experience where things like you 100 00:07:45.750 --> 00:07:48.350 got to be really specific about what you want your campaign to achieve. And 101 00:07:48.550 --> 00:07:53.230 if I knew that, I was not going to be able to take a 102 00:07:53.310 --> 00:07:57.589 demand in team and create, you know, this amazing new brand without the 103 00:07:57.709 --> 00:08:03.339 help of some really powerful new leadership. And so we actively recruited a new 104 00:08:03.379 --> 00:08:09.339 VP of strategy for marketing and at the same time brought in an executive creative 105 00:08:09.379 --> 00:08:15.930 director so that they could work together on those challenges. And the three challenges, 106 00:08:15.970 --> 00:08:20.689 again, were single product to multi to a platform product, on promise 107 00:08:20.769 --> 00:08:26.610 product to a cloud based product and then the addition of an entirely new audience, 108 00:08:26.730 --> 00:08:31.480 this manufacturing audience that the company has never spoken to historically. So lots 109 00:08:31.480 --> 00:08:35.320 of problems to be solved. that. You know that we were hoping the 110 00:08:35.440 --> 00:08:41.120 brand would help fix. Hey, everybody, Logan with sweet fishing here. 111 00:08:41.470 --> 00:08:45.070 You probably are a you know that we think you should start a podcast if 112 00:08:45.110 --> 00:08:48.629 you haven't already. But what if you have and you're asking these kinds of 113 00:08:48.669 --> 00:08:52.309 questions? How much has our podcast impacted revenue this year? How is our 114 00:08:52.350 --> 00:08:58.220 sales team actually leveraging the PODCAST content? If you can't answer these questions, 115 00:08:58.340 --> 00:09:03.100 you're actually not alone. This is why cast it created the very first content 116 00:09:03.259 --> 00:09:09.059 marketing platform made specifically for be tob podcasting. Now you can more easily search 117 00:09:09.460 --> 00:09:13.929 and share your audio content while getting greater visibility into the impact of your podcast. 118 00:09:15.409 --> 00:09:20.210 The marketing teams at drift terminus and here at sweet fish have started using 119 00:09:20.289 --> 00:09:24.559 casted to get more value out of our podcasts, and you probably can to. 120 00:09:24.200 --> 00:09:28.799 You can check out the product in action and casted dot US growth. 121 00:09:30.200 --> 00:09:35.840 That's sea steed dot US growth. All right, let's get back to the 122 00:09:35.919 --> 00:09:43.549 show. So I want to come back in a second to how the the 123 00:09:43.029 --> 00:09:48.629 your strategy leader and creative leader or working together, can of what that's like 124 00:09:48.830 --> 00:09:52.620 very, very tactically. But something you touch on there is we're making this 125 00:09:52.860 --> 00:09:56.899 big shift how do we tell if we're winning right? I think a lot 126 00:09:56.940 --> 00:10:01.940 of marketing teams know when they win a battle. They know when they've got 127 00:10:01.019 --> 00:10:05.179 more subscribers to their podcast, they know when they have more sign ups or 128 00:10:05.340 --> 00:10:09.730 their show upright to their webinars is increasing. But how do we, you 129 00:10:09.809 --> 00:10:13.850 know if we're winning the war the bigger picture, which is what you guys 130 00:10:13.850 --> 00:10:16.970 are focused on in large part in the story that you're telling me here, 131 00:10:16.049 --> 00:10:18.970 Sarah. So tell me a little bit about what that looks like for you 132 00:10:20.049 --> 00:10:22.480 guys and what you would encourage other marketing teams that might be going through a 133 00:10:22.639 --> 00:10:26.360 similar shift to think about. You know, I spent a couple of years 134 00:10:26.559 --> 00:10:31.720 really getting the teams, I would say, built out and getting everybody's kind 135 00:10:31.720 --> 00:10:35.679 of legs underneath them, and it was really important for those individual teams to 136 00:10:35.750 --> 00:10:39.710 feel like they were winning the battle right. So our demand Chi gent team 137 00:10:39.789 --> 00:10:43.789 needed to continue to win the demand Jin battle. We needed to have more 138 00:10:43.870 --> 00:10:46.429 prospects coming in the door. Are Calling teams needed to convert more of those 139 00:10:46.470 --> 00:10:52.100 two leaves. Those are really important wins. I'm a huge believer in celebrating 140 00:10:52.220 --> 00:10:56.460 those wins. I think when I look back over the last nine months. 141 00:10:56.980 --> 00:11:01.179 The thing that we have to we have had as a marketing leadership team, 142 00:11:01.220 --> 00:11:05.169 to really ask ourselves is are we winning the war? So the war being 143 00:11:05.330 --> 00:11:13.090 defined as getting more customers using pieces of our platform beyond just the single quality 144 00:11:13.129 --> 00:11:16.409 management system. So we really had to redefine the core metric and so we 145 00:11:16.570 --> 00:11:22.240 now measure winning the war as what number of customers are using three or more 146 00:11:22.399 --> 00:11:28.559 parts of our platform. And that has reshaped the kinds of conversations that the 147 00:11:28.639 --> 00:11:35.190 leadership has, that their teams have with each other, so that while it's 148 00:11:35.190 --> 00:11:37.950 really great if our head of a social stations goes out and collect some leads, 149 00:11:39.350 --> 00:11:43.590 it's even better if the head of content and the head of associations and 150 00:11:43.789 --> 00:11:48.980 the head of events can all get together and say what does this activity help 151 00:11:48.059 --> 00:11:50.580 us achieve, you know, to you know, kind of together or with 152 00:11:50.700 --> 00:11:54.179 more impact. So it's a pretty major shift. I think, if I 153 00:11:56.419 --> 00:12:01.340 put give myself of nine months ago, some advice is like every team has 154 00:12:01.379 --> 00:12:05.289 to be able to win individually. You know, those battles are important and 155 00:12:07.649 --> 00:12:11.730 this takes time. Making this shift takes time. It's all goodness, it's 156 00:12:11.850 --> 00:12:15.720 just betterness when we can get everybody, you know, kind of oriented to 157 00:12:16.159 --> 00:12:18.320 winning the war together. I love that, looking at the goodness and the 158 00:12:18.399 --> 00:12:22.399 betterness. You know, one of the books that our team went through over 159 00:12:22.519 --> 00:12:28.960 this past year was the for disciplines of execution and that model of forty x. 160 00:12:28.039 --> 00:12:31.190 As a lot of people know, it is a lot about. You 161 00:12:31.230 --> 00:12:33.669 know, you look at the lag measures, which kind of tell you are 162 00:12:33.750 --> 00:12:35.789 you winning the war, and you need to put a lot of thought into 163 00:12:35.830 --> 00:12:39.750 those. But then you need to break those down into lead measures and have 164 00:12:39.909 --> 00:12:45.259 a score board, which reiterates the thing that you're talking about here, Sarah, 165 00:12:45.460 --> 00:12:48.299 in having a scoreboard for each team so that they can see how they're 166 00:12:48.299 --> 00:12:54.179 performing in the battle and how that connects to winning the war. So I 167 00:12:54.620 --> 00:12:56.379 love that. I've seen that and talked about in other methodologies. So I 168 00:12:56.419 --> 00:13:00.450 think that's, you know, great advice for folks. Let's come back to 169 00:13:01.009 --> 00:13:03.529 you know, as you guys are trying to be strategy led, but knowing 170 00:13:03.610 --> 00:13:07.330 that quality is important. You know, for folks that followed this podcast, 171 00:13:07.370 --> 00:13:11.649 they know that US here at sweet fish talk a lot about when it comes 172 00:13:11.690 --> 00:13:16.919 to content, quality and quantity matter. There's no getting away from both of 173 00:13:16.000 --> 00:13:20.639 them. So I would love to hear how you guys balance that strategy and 174 00:13:20.840 --> 00:13:24.080 creative how those two roles are working together? It tell us a little bit 175 00:13:24.080 --> 00:13:28.389 more about that. Well, you know, one of the things I would 176 00:13:28.389 --> 00:13:33.429 add to your quality and quantity is authenticity, and I think it's really easy 177 00:13:33.509 --> 00:13:37.149 for marketers to get caught up in the race to generate the best boord, 178 00:13:37.269 --> 00:13:41.620 more blog posts or more case study videos. One of the law luxuries we 179 00:13:41.740 --> 00:13:46.299 have being a mission driven organization is that the product that we put put into 180 00:13:46.299 --> 00:13:52.259 the market place makes the world better through making other companies better. And so 181 00:13:52.860 --> 00:13:58.649 we really refocus, and I give a lot of credit to the executive creative 182 00:13:58.690 --> 00:14:03.250 director here. He has really focused us on telling more impactful stories. So 183 00:14:03.450 --> 00:14:07.529 if, as we went through the rebrand, our brand line is quality changes 184 00:14:07.610 --> 00:14:13.200 everything, he has worked very hard to ensure that is we pull our case 185 00:14:13.240 --> 00:14:18.759 studies together and we're pulling these references together that our customers are talking about how 186 00:14:18.799 --> 00:14:26.909 quality changes everything. And what's amazing is once you connect this great idea, 187 00:14:26.669 --> 00:14:31.509 it unleashes their ability to talk passionately about their business. So I think you 188 00:14:31.590 --> 00:14:35.230 have a great measurement for success when, or a great indicator of success when 189 00:14:35.629 --> 00:14:41.940 you're going out on a video shoot and they can't stop repeating the you know, 190 00:14:41.100 --> 00:14:45.179 the passion, the passion about quality. So we just did a great 191 00:14:45.220 --> 00:14:50.980 case study with W D forty where they literally talked about the authentic experience of 192 00:14:50.139 --> 00:14:54.529 somebody using wd forty for the first time and it's the sound that it makes 193 00:14:54.570 --> 00:14:58.330 when it comes out of the bottle. It's the red cap with the Yellow 194 00:14:58.370 --> 00:15:01.090 Stripe, but the people are connecting that to like a human experience. So 195 00:15:01.610 --> 00:15:05.289 quality, quantity, but also authenticity, and I think, you know, 196 00:15:05.450 --> 00:15:11.600 that really makes a massive difference. I think we all think impactful, heartfelt 197 00:15:11.639 --> 00:15:15.639 stories are great. The other thing I think we have to bring that back 198 00:15:15.679 --> 00:15:18.039 to, though, is why? Why are we wise important that we spend 199 00:15:18.039 --> 00:15:22.190 all this time, yeah, using video to tell stories or putting out case 200 00:15:22.190 --> 00:15:26.429 studies or dedicating a blog specifically to our customers, and that is, I 201 00:15:26.509 --> 00:15:31.029 think, that balance of then, what's the right strategy? Right? So 202 00:15:31.070 --> 00:15:37.379 I think there's a really amazing magic that happens when you can hold yourself accountable 203 00:15:37.419 --> 00:15:41.580 to a discipline of we have a strategy, we're not going to go out 204 00:15:41.580 --> 00:15:48.580 and do everything. We need to be strategy led and that still enables the 205 00:15:48.659 --> 00:15:54.570 creative team to tell magnificent stories and be super impactful and creative in partnership with 206 00:15:54.730 --> 00:16:00.330 that, with that strategy. Yeah, having experience on both the agency side 207 00:16:00.330 --> 00:16:03.330 and the brand side, Sarah, do you think that the struggle for a 208 00:16:03.409 --> 00:16:06.320 lot of teams, whether you know it's the agency or the brand side, 209 00:16:06.759 --> 00:16:11.039 is that the person owning the strategy and the creative is one person or that 210 00:16:11.159 --> 00:16:15.080 they often don't have those two roles talking together? where? Where's that disconnect 211 00:16:15.240 --> 00:16:18.070 in other place? Not asking you to name names where things aren't Yeh, 212 00:16:18.269 --> 00:16:22.990 but just what are some of the pitfalls that have informed the approach that you 213 00:16:22.070 --> 00:16:26.429 guys are going with now on your marketing team? So I worked in High 214 00:16:26.470 --> 00:16:30.629 Tech Marketing for about ten years for a company named Mrm Meccan and you know, 215 00:16:30.669 --> 00:16:34.379 pretty big agency Madison Avenue and the Salt Lake City office was the B 216 00:16:34.500 --> 00:16:40.980 to be center of excellence. We worked with customers like verizon and Microsoft and 217 00:16:41.220 --> 00:16:45.019 Intel, and I will tell you that the big thing that I watched happen, 218 00:16:45.259 --> 00:16:48.970 and I was always so puzzled, but was when you got stuck in 219 00:16:48.169 --> 00:16:56.049 just repeating the strategy that these companies are so big and there are so many 220 00:16:56.889 --> 00:17:02.720 little silos of teams that to get something done, you know, requires everybody 221 00:17:02.759 --> 00:17:04.920 signing off on the strategy and it's like the strategy, the strategy, the 222 00:17:04.960 --> 00:17:08.480 strategy, to strategy, and suddenly six months have gone by. They paid 223 00:17:08.559 --> 00:17:15.000 you I don't know, Ninetyzero dollars in strategy consulting time and then you're like 224 00:17:15.400 --> 00:17:19.269 wait, like what happened? Where's the beef, so to speak. And 225 00:17:19.430 --> 00:17:25.549 so for me the leadership, it was really important that I bring and two 226 00:17:25.589 --> 00:17:32.140 people who are excellent in their disciplines. But ultimately, that understood, the 227 00:17:32.299 --> 00:17:37.299 brilliance is in executing. It's in getting the right content, the right campaigns 228 00:17:37.420 --> 00:17:41.420 out the door. That's it's just critical. Right, you have to get 229 00:17:41.460 --> 00:17:44.650 stuff done. Yeah, I'm qualities no good if it never sees the light 230 00:17:44.690 --> 00:17:48.769 of day. Exactly, be the best strategy ever, but you know, 231 00:17:48.089 --> 00:17:52.049 if you can't do anything with it, one hundred of anybody. Yeah, 232 00:17:52.170 --> 00:17:55.329 but, Sarah, I'm really enjoyed this conversation, as we ask a lot 233 00:17:55.369 --> 00:17:56.930 of our guests. You know, one of our core values here ats we 234 00:17:57.049 --> 00:18:00.680 fish is never stopped learning. I think you've helped listeners do that a bit 235 00:18:00.799 --> 00:18:04.319 today with sharing some of your experience and the changes you guys are going through 236 00:18:04.680 --> 00:18:10.200 and what you're implementing in your marketing team there at master control. But I'd 237 00:18:10.240 --> 00:18:15.069 love to ask you what's a learning resource or something else that's informing your approach 238 00:18:15.109 --> 00:18:18.670 or has you excited lately? Has You learned either personally or professionally? So 239 00:18:19.349 --> 00:18:23.430 I think one of the things when you go from focusing on winning the battles 240 00:18:23.549 --> 00:18:27.180 to winning the war, is what you really come back to is that's all 241 00:18:27.180 --> 00:18:30.299 about people, and when you get a bunch of people in a room, 242 00:18:30.339 --> 00:18:36.140 it really becomes all about trust. So my leadership team has been working on 243 00:18:36.259 --> 00:18:41.490 the five dysfunctions, and the five dysfunctions is really all about trust, and 244 00:18:41.130 --> 00:18:47.970 you don't have trust, it's really almost impossible to win the war together because 245 00:18:48.049 --> 00:18:49.849 you get people who want to take credit for winning the battle or want, 246 00:18:49.970 --> 00:18:53.369 you know, to be noticed or use the words I did this or I'm 247 00:18:53.410 --> 00:18:57.319 in charge of that, as opposed to we. So we have been focusing 248 00:18:57.359 --> 00:19:02.799 a lot on making sure that we have the right foundation of trust so that 249 00:19:02.960 --> 00:19:07.119 we can go win the war together. So that's like the huge that's the 250 00:19:07.160 --> 00:19:10.230 huge one, I would say, for sure. Like if you're going to 251 00:19:11.390 --> 00:19:14.750 great sea, it's got to be about trust. But I will say I 252 00:19:14.869 --> 00:19:18.869 will make one small plug. I have worked with a ton of young people 253 00:19:19.430 --> 00:19:25.460 in the agency world and here and one of the most interesting things that I 254 00:19:25.660 --> 00:19:33.099 find is that there's no language for people to authentically apologize or kind of own 255 00:19:33.140 --> 00:19:37.900 their own stuff. And so the one chapter that I make everyone read, 256 00:19:37.940 --> 00:19:40.730 or I asked. I would never make someone but I would ask everyone to 257 00:19:40.849 --> 00:19:45.609 read and in our kind of our marketing to North Library is the amy polar 258 00:19:45.849 --> 00:19:49.930 book. If you've never read Amy polars book about how to apologize, she 259 00:19:51.170 --> 00:19:56.519 does like three spectacular chapters that really come down to what is really a true 260 00:19:56.559 --> 00:20:03.640 apology and like what does taking accountability really look like? That are life changing 261 00:20:03.880 --> 00:20:07.430 to me. That really help people see the difference between obvious skating and kind 262 00:20:07.470 --> 00:20:11.630 of owning it, and that to me also ties to trust. But she 263 00:20:11.750 --> 00:20:15.109 does it in such an amazing storytelling kind of way, like hands down like 264 00:20:15.230 --> 00:20:18.789 the best reading for people. That's awesome. That has not been on my 265 00:20:18.869 --> 00:20:21.980 radar. I feel like I'm recognizing a book cover or something there. But 266 00:20:22.539 --> 00:20:26.740 their core values here at sweetfish is own. The result in not just well, 267 00:20:26.779 --> 00:20:29.259 I did what it was expected of me, but I took it to 268 00:20:29.420 --> 00:20:32.940 the end, and part of that is the ownership of you know what was 269 00:20:33.059 --> 00:20:34.970 completed, not just completing it but, like you said, when you miss 270 00:20:36.089 --> 00:20:37.730 the mark, owning that as well. So you've hit on two of our 271 00:20:37.809 --> 00:20:41.009 three core values. This is great, obviously, and I even to you 272 00:20:41.089 --> 00:20:45.329 up for that as amazing, Sarah. Well, Sarah, if anybody listening 273 00:20:45.329 --> 00:20:48.170 to this would like to either learn more about master control just stay connected with 274 00:20:48.289 --> 00:20:52.359 you, fellow marketers listening to this was the best way for them to learn 275 00:20:52.359 --> 00:20:56.000 more or reach out or stay connected with you. Well, you who know 276 00:20:56.079 --> 00:21:00.240 it's get me at Linkedin. So linkedin is Sarah Jane Bersi. Master control 277 00:21:00.480 --> 00:21:06.750 is at master control or Hashtag. Let's see quality changes everything. We also 278 00:21:06.789 --> 00:21:11.789 are rolling with Hashtag War on paper and Master Controlcom of course I love it. 279 00:21:11.910 --> 00:21:15.029 Let's see our thank you so much. This has been a fantastic conversation. 280 00:21:15.549 --> 00:21:22.579 Thank you. We totally get it. We publish a ton of content 281 00:21:22.660 --> 00:21:25.940 on this podcast and it can be a lot to keep up with. That's 282 00:21:25.980 --> 00:21:30.500 why we've started the BTB growth big three, a no fluff email that boils 283 00:21:30.619 --> 00:21:34.289 down our three biggest takeaways from an entire week of episodes. Sign up today 284 00:21:34.450 --> 00:21:41.970 at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big Three