#BestOf2019: How Can Brand Unleash the Power of CX w/ Chris Willis

WEBVTT 1 00:00:05.879 --> 00:00:10.710 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:10.910 --> 00:00:16.149 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:16.269 --> 00:00:21.350 on your show and start reaping the benefits of having a network full of industry 4 00:00:21.350 --> 00:00:29.820 influencers? Learn more at sweetphish MEDIACOM. You're listening to be tob growth, 5 00:00:30.260 --> 00:00:34.899 a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, 6 00:00:35.100 --> 00:00:38.729 like Gary vanner truck and Simon Senek, but you've probably never heard from 7 00:00:38.810 --> 00:00:42.929 the majority of our guests. That's because the bulk of our interviews aren't with 8 00:00:43.130 --> 00:00:47.810 professional speakers and authors. Most of our guests are in the trenches leading sales 9 00:00:47.850 --> 00:00:52.679 and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building 10 00:00:52.719 --> 00:00:56.880 the fastest growing BTB companies in the world. My name is James Carberry. 11 00:00:56.920 --> 00:01:00.439 I'm the founder of sweet fish media, a podcast agency for BB brands, 12 00:01:00.560 --> 00:01:03.759 and I'm also one of the CO hosts of this show. When we're not 13 00:01:03.880 --> 00:01:07.709 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:07.750 --> 00:01:11.709 own business. Will share the ups and downs of our journey as we attempt 15 00:01:11.709 --> 00:01:15.709 to take over the world. Just getting well? Maybe let's get into the 16 00:01:15.790 --> 00:01:23.939 show. Hey, everybody, logan with sweet fish here. It's a new 17 00:01:23.980 --> 00:01:29.180 year and it do decade, and we're celebrating by rounding up the top twenty 18 00:01:29.219 --> 00:01:32.890 episodes as we look back on two thousand and nineteen. Will be sharing them 19 00:01:32.930 --> 00:01:37.209 here throughout the month of January in our Hashtag best of two thousand and nineteen 20 00:01:37.250 --> 00:01:41.370 series. Today we're kicking off the best of two thousand and nineteen series with 21 00:01:41.489 --> 00:01:45.290 a look back, or a listen back, at episode twenty three with Chris 22 00:01:45.450 --> 00:01:49.359 Willis, who shared the surprising connection between brand and customer experience. To hear 23 00:01:49.480 --> 00:01:53.200 what else made the list of our hand picked twenty episodes from two thousand and 24 00:01:53.200 --> 00:02:00.519 nineteen. Check back tomorrow for Number Nineteen. Welcome back to beb growth. 25 00:02:00.599 --> 00:02:04.750 I am your host for today's episode, Nikki Ivy, with sweet fish media 26 00:02:05.109 --> 00:02:08.830 guys. I've got with me today Chris Willis, who is chief marketing officer 27 00:02:09.030 --> 00:02:13.469 of acrol links. Chris, how you doing to day? I am good. 28 00:02:13.590 --> 00:02:15.979 How are you? I'm doing well. You know what I mean that 29 00:02:15.060 --> 00:02:19.219 the sun is shining here in north Florida. I can never complain when that's 30 00:02:19.219 --> 00:02:23.219 the case and I'm getting to talk to you and I'm super excited about this. 31 00:02:23.300 --> 00:02:24.259 This topic think we're going to be getting into. We're going to be 32 00:02:24.300 --> 00:02:30.210 talking a bit about the relationship between marketing and customer experience and also, more 33 00:02:30.250 --> 00:02:35.810 specifically, how brand plays into that. But before we dig in, Chris, 34 00:02:35.889 --> 00:02:38.009 I would love it if you would just give us a little bit of 35 00:02:38.050 --> 00:02:40.650 background on yourself and what you and the folks at acro links have been up 36 00:02:40.650 --> 00:02:45.560 to these days. Great so again, I'm I'm Chris Willis. I run 37 00:02:45.639 --> 00:02:50.400 marketing here at ACRO links. We are an aipower platform that really eliminates a 38 00:02:50.439 --> 00:02:54.960 lot of the content chaos in the engines of businesses. We deliver strategy line 39 00:02:55.000 --> 00:02:59.469 content at scale. Our customers tend to be some of the largest brands in 40 00:02:59.509 --> 00:03:04.030 the world. What we do essentially is our platform captures the way that an 41 00:03:04.030 --> 00:03:08.789 enterprise communicates. So think things like terminology, tone of voice, can the 42 00:03:08.909 --> 00:03:15.819 clarity levels, gender balance right and it aligns your content creation with those guidelines. 43 00:03:16.219 --> 00:03:22.539 So it's shortening your editorial process with automation, creating better content faster and 44 00:03:22.659 --> 00:03:25.460 then providing analytics. It show you a full three hundred and sixty degree view 45 00:03:25.539 --> 00:03:30.490 of your content engine in the way that you've never seen it before. I 46 00:03:30.650 --> 00:03:34.210 love it. This idea of a content engine is something that we believe in 47 00:03:34.330 --> 00:03:37.490 and kind of run on here as we fish media. So I you're a 48 00:03:37.530 --> 00:03:39.849 man after my own heart and even more so, like I said, given 49 00:03:39.889 --> 00:03:43.039 this topic that we're going to be talking about today, because I just don't 50 00:03:43.039 --> 00:03:46.439 think it's talked about enough. I'll jump right in with the question, you 51 00:03:46.560 --> 00:03:49.159 know that we're really trying to answer here, and that is, how does 52 00:03:49.400 --> 00:03:55.189 brand work with customer experience to ensure that a company is differentiated and individual? 53 00:03:55.389 --> 00:03:58.909 Talk to us a little bit about that and sort of some of the things 54 00:03:58.990 --> 00:04:02.189 you were you're seeing people run into. I think it's interesting the way that 55 00:04:02.710 --> 00:04:06.150 brand sits in a lot of enterprises. The more folks that I talk to 56 00:04:06.189 --> 00:04:10.740 you that that run brand at fortune five hundred companies, the more I find 57 00:04:10.780 --> 00:04:15.899 that it really is a segmented silo of a business place. I'm not even 58 00:04:15.899 --> 00:04:18.860 going to call it a business unit because it tends to be a fairly small 59 00:04:18.860 --> 00:04:27.050 group that lacks the authority to going to use the word, govern that brand 60 00:04:27.089 --> 00:04:31.050 that they create across the entire business. So when you think of brand, 61 00:04:31.129 --> 00:04:34.250 I mean a lot of us see it in the form of B Toc, 62 00:04:35.250 --> 00:04:41.720 big consumer brands that we see on TV. Right. So this concept of 63 00:04:42.199 --> 00:04:46.720 we've created a message, we've created a tone, a way that we communicate, 64 00:04:46.360 --> 00:04:51.870 becomes a campaign, it becomes advertising, and so that's great for the 65 00:04:51.949 --> 00:04:58.350 acquisition aspect of bringing in new customers. When you think about the areas in 66 00:04:58.430 --> 00:05:02.829 the business, they really have the the broadest reach right now, as we've 67 00:05:02.829 --> 00:05:08.980 shifted to digital, as we've moved into a world where most of our customers 68 00:05:09.100 --> 00:05:14.699 are really doubling down on the customer experience aspect of their business. It is 69 00:05:14.860 --> 00:05:20.930 in areas like customer success, Customer Support Service where a lot of touch points 70 00:05:21.089 --> 00:05:29.529 live right. So how did those folks who are fairly segmented from marketing or 71 00:05:29.610 --> 00:05:34.610 from brand a benefit from the brand that's been created and be communicate that brand 72 00:05:35.120 --> 00:05:40.079 out to their audiences and see, finally test to see if that brand resonates 73 00:05:40.120 --> 00:05:43.240 with those folks? And it's, like I said, it's conversation that we're 74 00:05:43.240 --> 00:05:48.279 having a lot more recently as that run to customer experience really happens. I 75 00:05:48.319 --> 00:05:51.430 think if you look back two years it was everybody was talking about the digital 76 00:05:51.470 --> 00:05:56.670 shift. I feel like we've made that shift and and today a lot of 77 00:05:56.750 --> 00:06:01.149 what we're hearing about is this this drive towards enhance customers, a customer experience, 78 00:06:02.069 --> 00:06:06.259 and I think this plays a big role, that that intersection between marketing, 79 00:06:06.620 --> 00:06:12.540 brand and experience to create touch points that align with the rest of the 80 00:06:12.579 --> 00:06:15.660 business, and alignment really is the important aspect of this right. So what 81 00:06:15.779 --> 00:06:19.170 I what I got from that as a couple of places where folks are are 82 00:06:19.329 --> 00:06:26.930 missing. Number One is folks not having the Authority to get the adoption that 83 00:06:27.009 --> 00:06:31.689 they need across disciplines right or across the the enterprise. Yep, talk about 84 00:06:31.810 --> 00:06:36.680 why that's happening. I think that nobody in a lot of business is nobody 85 00:06:36.800 --> 00:06:44.920 reports to brand. It's a part of in most businesses marketing, reporting to 86 00:06:45.000 --> 00:06:50.350 the CMO, and it's a function that creates and offers to the rest of 87 00:06:50.430 --> 00:06:55.709 the business. And as you talk to people that hold that role, they 88 00:06:55.750 --> 00:07:00.029 understand it's a relationship game. I had a call with a svp of brand 89 00:07:00.699 --> 00:07:05.139 last week and he described his job as very relationship driven. He's reaching out 90 00:07:05.339 --> 00:07:11.420 to leaders in the organization explaining the value you of the brand and how it 91 00:07:11.500 --> 00:07:15.139 can be used and then I don't know what his word is, but I'm 92 00:07:15.139 --> 00:07:18.810 going to use hoping that they'll adopt it. But he doesn't have a way 93 00:07:18.850 --> 00:07:23.610 to make them adopted. It has to be an edict from the CEO. 94 00:07:24.250 --> 00:07:27.769 In the case of this fellow, what he was looking to do is find 95 00:07:27.930 --> 00:07:31.800 ways to provide a function inside the organization that would be assistive to them, 96 00:07:31.879 --> 00:07:36.519 that would seem to be a benefit to the users that would also allow them 97 00:07:36.759 --> 00:07:42.279 to align with his brand. That was that the end goal. It's really 98 00:07:42.319 --> 00:07:46.470 interesting. So this person's spat roles svp of brand, which I don't hear 99 00:07:46.589 --> 00:07:50.430 even existing very, very often. You more often here that you know the 100 00:07:50.550 --> 00:07:56.670 whatever the brand initiatives are come from sort of marketing proper. How often do 101 00:07:56.790 --> 00:08:01.699 you see that that it's a separate role or a separate ownership piece brand, 102 00:08:01.819 --> 00:08:05.939 separate from marketing, and is that why? Is that something that you think 103 00:08:05.100 --> 00:08:07.899 needs to or do you think that's something that that needs to be the case? 104 00:08:09.019 --> 00:08:11.980 More often than not I think it totally depends on the CEO of the 105 00:08:11.060 --> 00:08:15.970 organization really and what the background of that CEO is. If you have a 106 00:08:16.089 --> 00:08:22.009 very marketing savvy CEO it's possible that brand can be its own segment inside the 107 00:08:22.050 --> 00:08:26.600 business. If the marketing leadership really comes from the Cmo, the CM is 108 00:08:26.639 --> 00:08:31.079 going to capture that. I know in our case. I own that and 109 00:08:31.240 --> 00:08:35.679 it makes the most sense. They're I was talking to a heavy equipment manufacturer 110 00:08:35.759 --> 00:08:41.909 yesterday and brand lives as an overlay across all business units and is largely a 111 00:08:43.990 --> 00:08:50.309 creation and training engine. And so they have created this this brand for the 112 00:08:50.350 --> 00:08:54.870 organization. There in the process of pushing out a brand refresh right now and 113 00:08:54.110 --> 00:08:58.460 their job is to go and enable and they've done enablement for a thousand people 114 00:08:58.500 --> 00:09:03.860 so far and they're in the next stage of iteration of the brand. WHOA, 115 00:09:03.179 --> 00:09:09.700 WHOA stop freewind. So you've already trained a thousand people and now you're 116 00:09:09.740 --> 00:09:13.610 going to make a change and then you're going to go and train a thousand 117 00:09:13.690 --> 00:09:18.490 people again, right and we all agreed that that seems like a thing that 118 00:09:18.850 --> 00:09:24.440 could be avoided, but it's a thing in their business assary. They sit 119 00:09:24.919 --> 00:09:28.279 in their own position. They want all of their touchpoints leveraging this language. 120 00:09:28.279 --> 00:09:31.960 There were a customer center company and the only way that they can reach their 121 00:09:33.480 --> 00:09:37.240 those customer experience touch points is to literally go out and the field, sit 122 00:09:37.320 --> 00:09:43.070 down people and train them on style, guidelines, terminology, well, a 123 00:09:43.190 --> 00:09:50.110 lot. So. So what has to happen is, right, these C 124 00:09:50.350 --> 00:09:56.419 MOS or svpe's of brand who do all this work to create the voice and 125 00:09:56.620 --> 00:10:00.179 the face of the company and then, I guess, at that point, 126 00:10:00.259 --> 00:10:03.700 not even know, no matter how effect of it is, if it's going 127 00:10:03.779 --> 00:10:09.769 to end up getting to the audience without the buying of the CEO or what. 128 00:10:09.889 --> 00:10:11.889 What's to be done at that point? Right, let's say, let's 129 00:10:11.889 --> 00:10:15.889 say you, you do all that work and then you don't get you don't 130 00:10:15.929 --> 00:10:20.960 necessarily have CEO buying, right, but you you are empowered to make sure 131 00:10:22.120 --> 00:10:26.840 that the the messaging in the voice you created is something that gets to your 132 00:10:26.360 --> 00:10:31.080 CS folks, in your your sales folks. How do you enact that strategy 133 00:10:31.639 --> 00:10:37.230 without the support of of your CEO? Is a possible? It's really hard. 134 00:10:37.509 --> 00:10:45.070 I mean to create internal mechanisms for alignment better. Manually driven is tough. 135 00:10:45.470 --> 00:10:50.659 It's really about leveraging automation. It's about providing smart systems that are able 136 00:10:50.700 --> 00:10:56.620 to drive that process for you and it drive benefit to the folks that are 137 00:10:56.659 --> 00:10:58.940 using it. Like I got to want to use whatever it is you're giving 138 00:10:58.980 --> 00:11:05.409 me. If it's onerous to me sitting at a support desk creating support content, 139 00:11:05.889 --> 00:11:09.610 I'm not not going to use it. And so if it's additive, 140 00:11:09.649 --> 00:11:11.370 if it's providing me more time in my day, if it's providing me with 141 00:11:11.450 --> 00:11:16.330 better results in my job, it's creating better kpis from my department and what 142 00:11:16.409 --> 00:11:18.519 I'm trying to do, then yeah, that's that's seems like something that's interesting. 143 00:11:18.559 --> 00:11:24.480 So it goes from being an edict to being assistant. Got In. 144 00:11:24.600 --> 00:11:26.919 That's really the only way to drive this. You can't tell people what do 145 00:11:28.240 --> 00:11:31.799 just because you want them to do it. You have to give them something 146 00:11:31.440 --> 00:11:35.629 that helps them do their job better to be more successful in the end. 147 00:11:35.669 --> 00:11:39.909 I mean, everybody's trying to make more money, right, and that's that's 148 00:11:39.990 --> 00:11:43.629 really how to how to get to a level of success. And you want 149 00:11:43.629 --> 00:11:46.700 to start that in one area and let it spread across a wider swap your 150 00:11:46.740 --> 00:11:50.580 business. And we're really starting to see a ground swell around that right now. 151 00:11:52.019 --> 00:11:56.139 Of the how do we put something in the hands of our knowledge creators 152 00:11:56.340 --> 00:12:00.980 in our support organization that's going to make them it's going to allow them to 153 00:12:01.179 --> 00:12:05.250 create better content faster and less time, with less review processes, so that 154 00:12:05.330 --> 00:12:11.929 they can be spending time making more and solving more problems and driving the customer 155 00:12:11.970 --> 00:12:16.320 satisfaction levels, of driving all of their key metrics associated with their customer touch 156 00:12:16.399 --> 00:12:20.320 points. Right. So that's the the story, or that's the selling point, 157 00:12:20.320 --> 00:12:24.960 right, and that I would surprise me if that didn't resonate across all 158 00:12:24.000 --> 00:12:28.279 disciplines, right, this idea of leveraging all the touch points that are out 159 00:12:28.320 --> 00:12:31.830 there, because outside that we are kind of leaving those on the table. 160 00:12:31.350 --> 00:12:35.509 And and that's where it gets into this audience guided strategy, which I think 161 00:12:35.590 --> 00:12:41.870 also is one of the biggest benefits or things that organizations stand to gain if 162 00:12:41.909 --> 00:12:45.500 they take this approach that you're talking about. Digging it that for us a 163 00:12:45.500 --> 00:12:48.980 little bit. Yeah, so there's a report from gardener that came out in 164 00:12:48.019 --> 00:12:52.179 the last month or so. Chris Ross over there did a brand study and 165 00:12:52.820 --> 00:12:58.929 when you think about how we, as as Brandon Marketing people, look at 166 00:12:58.929 --> 00:13:03.889 the world we're building for our audience. So I created a tone of voice 167 00:13:03.889 --> 00:13:09.090 here, I created a personification of our brand and our services team put together 168 00:13:09.129 --> 00:13:13.480 an actionable plan that allowed us to create a version of our software for US 169 00:13:13.799 --> 00:13:16.759 that speaks, that helps us to speak the way that we want to speak. 170 00:13:18.159 --> 00:13:20.480 And I did that based on, I think, a fairly solid knowledge 171 00:13:20.480 --> 00:13:24.519 of our customer base, of the audience we're trying to speak to. We 172 00:13:24.639 --> 00:13:28.190 have three specific personas, so we have three different ways of communicating, because 173 00:13:28.190 --> 00:13:33.230 we talked to marketing, customer experience and Product Development, and so we've devised 174 00:13:33.309 --> 00:13:37.230 this model and put this out market place. Here's the thing. I did 175 00:13:37.309 --> 00:13:41.059 that right. Not My audience didn't do it, I did it. And 176 00:13:41.460 --> 00:13:46.500 what Gardener uncovered is that eighty percent of enterprises don't know their audience the way 177 00:13:46.539 --> 00:13:50.580 that they think they do. So twenty percent right on the money. Eighty 178 00:13:50.659 --> 00:13:54.850 percent don't know them the way that they think. And if that's true, 179 00:13:56.490 --> 00:14:01.409 then no amount of alignment of content creation with your brand is going to solve 180 00:14:01.490 --> 00:14:07.450 the problem of you don't know your audience. And so I can have a 181 00:14:07.090 --> 00:14:13.120 very solid brand that I turn into a very solid set of guidelines that allows 182 00:14:13.159 --> 00:14:18.240 me to create very specific content and a very specific voice, and then I 183 00:14:18.320 --> 00:14:20.240 put it out in the world and it's all aligned. Everything is aligned all 184 00:14:20.279 --> 00:14:24.549 the way through. I've created the content that my brand wanted from day one 185 00:14:26.230 --> 00:14:28.710 and I put it out in the world and it doesn't perform. What do 186 00:14:28.789 --> 00:14:31.070 you do with that? Like, what does that mean? Does that mean 187 00:14:31.149 --> 00:14:35.029 that your content creation, like your content creators, are bad at what they're 188 00:14:35.029 --> 00:14:37.860 doing? And I would argue it is not. I would argue that all 189 00:14:37.899 --> 00:14:41.980 the way back to the beginning of that process, Gartner already called you out. 190 00:14:41.379 --> 00:14:46.179 You don't know your audience the way you think you know your audience. 191 00:14:46.620 --> 00:14:50.860 And when you think in terms of something like customer success or customer support and 192 00:14:50.059 --> 00:14:54.970 all the contents being created in knowledge basis, it's super easy to throw at 193 00:14:54.970 --> 00:15:00.129 the end of one of those pieces of content this solving problem. And if 194 00:15:00.250 --> 00:15:03.049 no, why? Well, it was unclear. I couldn't really understand what 195 00:15:03.090 --> 00:15:07.840 it said. Interesting, so clarity levels seem to be a problem. It 196 00:15:09.000 --> 00:15:11.960 used words I didn't I couldn't follow, I didn't understand. Okay, terminology 197 00:15:13.279 --> 00:15:18.919 like we can turn this into action and route back into a V testing that 198 00:15:18.000 --> 00:15:22.710 helps you to evolve your brand. So you're actually going to create, you're 199 00:15:22.710 --> 00:15:26.470 going to go from alignment to your strategy, which maybe you made up. 200 00:15:28.350 --> 00:15:31.350 Made Up is a simplified term for you. Hired an agency and that spent 201 00:15:31.470 --> 00:15:33.990 millions of dollars. Gotta get to got it anyway. Yes, that sure 202 00:15:35.149 --> 00:15:39.940 right to something that your audience has guided you to. So this full circle 203 00:15:39.019 --> 00:15:43.740 process of iterating your brand based on what your audience says is Great. But 204 00:15:43.779 --> 00:15:46.700 then your brand is constantly changing and your governance modeled constantly changing, because all 205 00:15:46.700 --> 00:15:52.049 the people that you told to say white instead of purple notice a white now 206 00:15:52.129 --> 00:15:54.049 and now you got to say purple. And how do I tell them to 207 00:15:54.090 --> 00:15:58.970 do that? And so this concept of constantly aligning really is this evolution inside 208 00:16:00.090 --> 00:16:03.289 business that needs to be governed, needs to be managed, it needs to 209 00:16:03.330 --> 00:16:07.320 be additive to your users. Hey, everybody logan with sweet fish here. 210 00:16:07.720 --> 00:16:11.759 You probably already know that we think you should start a podcast if you haven't 211 00:16:11.759 --> 00:16:15.360 already. But what if you have and you're asking these kinds of questions? 212 00:16:15.840 --> 00:16:21.149 How much has our podcast impacted revenue this year? 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All right, let's get back to the show, 221 00:17:07.960 --> 00:17:11.200 and thank you so much for for laying that out the way you did. 222 00:17:11.359 --> 00:17:15.359 I, like I said, this is not a conversation or, like you 223 00:17:15.400 --> 00:17:19.829 said, it's not a conversation that folks are having enough and everybody's losing when 224 00:17:19.869 --> 00:17:23.589 it comes to us being left on on the table in terms of what it 225 00:17:23.630 --> 00:17:27.589 could do for customer experience, what it could do for brands, for the 226 00:17:27.710 --> 00:17:33.220 identity of marketing and brand as as a profession moving forward ward. Like so 227 00:17:33.339 --> 00:17:37.380 much stands to be gained or lost in really simple areas like, yeah, 228 00:17:37.660 --> 00:17:44.259 acquiring customers. So having consolidated front to your audiences helps you to get customers. 229 00:17:44.529 --> 00:17:48.250 That's helps you to keep customers because you're putting up you're putting out support 230 00:17:48.289 --> 00:17:52.009 and assist of content to your existing customer base. That aligns with the rest 231 00:17:52.049 --> 00:17:53.329 of the things your business is saying and the ways that they're saying it. 232 00:17:53.730 --> 00:17:59.359 It also helps you, helps you to avoid risk. So don't say things 233 00:17:59.400 --> 00:18:03.640 across your entire enterprise that are going to get you in trouble. Let's go 234 00:18:03.880 --> 00:18:06.799 through some light level of compliance check. And then, finally, all the 235 00:18:06.920 --> 00:18:10.480 things that you don't really even think about, like how do I internationalize my 236 00:18:10.640 --> 00:18:15.509 content in a way that it's still sounds like us? How do I create 237 00:18:15.630 --> 00:18:19.710 source content that's translatable, for instance, and continues to be on brand in 238 00:18:21.029 --> 00:18:25.269 German as much as it is in American, which is super hard? And 239 00:18:25.390 --> 00:18:30.220 we don't. We don't have that conversation and it's going from being a conversation 240 00:18:30.339 --> 00:18:34.539 that was really fun to have a year ago to a conversation that's really important 241 00:18:34.579 --> 00:18:40.619 to have today. It becomes a competitive differentiator when you're talking about driving top 242 00:18:40.700 --> 00:18:44.769 line revenue, when you're talking about retaining customers and reducing churn in a world 243 00:18:44.809 --> 00:18:49.130 where most things are subscription, in a world where you're launching major products that 244 00:18:49.250 --> 00:18:55.720 need to be supported and lack of support and lack of documentation and documentation issues 245 00:18:55.839 --> 00:19:00.279 create huge risk positions for businesses. Content matters and being able to align that 246 00:19:00.839 --> 00:19:06.240 with the brand's being created in the organization. The voice the companies created is 247 00:19:06.680 --> 00:19:10.190 now a critical aspect of the way that enterprises to business. For sure, 248 00:19:10.230 --> 00:19:14.750 y'all can't see me, but I'm nodding. I'm feeling all of that. 249 00:19:15.470 --> 00:19:18.029 And so now, so now, Chris, that I've gotten a chance of 250 00:19:18.069 --> 00:19:21.069 success, will you pick your brain and see what I could get out of 251 00:19:21.109 --> 00:19:22.910 it's time sound for you to tell us about what you are putting in it. 252 00:19:23.069 --> 00:19:26.579 So talk to us about a learning resource. You've engaged with her recently. 253 00:19:26.700 --> 00:19:30.299 That is, you know, informing your approach of this. Just got 254 00:19:30.380 --> 00:19:33.819 you excited these days. So all right, how do you know? If 255 00:19:33.859 --> 00:19:40.529 somebody does cross fit? Don't worry, they'll tell you. My Meditation is 256 00:19:41.089 --> 00:19:45.809 really the gym. It's gives me time in the day to not think about 257 00:19:45.809 --> 00:19:48.730 anything, clear my mind. So you wake up anxious, you wet, 258 00:19:48.809 --> 00:19:52.960 wake up concerned. There's a lot going on. I don't have time or 259 00:19:53.079 --> 00:20:00.720 interest in medicating for morning anxiety. I GET A to the gym five thirty 260 00:20:00.720 --> 00:20:04.319 in the morning every day and for an hour I am clear and and when 261 00:20:04.319 --> 00:20:08.430 I get here to the office at seven hundred and fifteen, I'm ready to 262 00:20:08.789 --> 00:20:14.470 face the day. All the anxiety is gone. I've been competitive, I've 263 00:20:14.710 --> 00:20:18.509 driven myself to the edge of my limits and now I'm ready to dig in 264 00:20:18.710 --> 00:20:23.539 and get things done. And for me that's really critical and I can feel 265 00:20:23.579 --> 00:20:26.819 when I don't do it, like it's very different. People are like, 266 00:20:26.859 --> 00:20:29.700 well, do you feel different? Yeah, absolutely different. If I don't 267 00:20:29.700 --> 00:20:33.660 go, it becomes really important in clearing the way for me to be able 268 00:20:33.700 --> 00:20:37.490 to be a critical thinker, to be able to solve problems, to be 269 00:20:37.529 --> 00:20:40.490 able to just get my work done. And I think, I mean this 270 00:20:40.609 --> 00:20:45.650 is something that's still fairly new. I'm in my way forties and this is 271 00:20:45.730 --> 00:20:51.200 something within the last five or six years that I've adopted into my life and 272 00:20:51.240 --> 00:20:56.319 I think that that's really it's been a huge differentiator and my ability to be 273 00:20:56.039 --> 00:21:02.079 to be as effective as well. Some people say I am as effective as 274 00:21:02.119 --> 00:21:03.829 you. Definitely are a thank you for sure. That's one of my favorite 275 00:21:03.869 --> 00:21:07.589 answers. I think you I think you nailed it. Not gonna lie, 276 00:21:07.589 --> 00:21:11.910 I M I know you said you're new in this. As far as this 277 00:21:12.069 --> 00:21:15.190 fitness not maybe not the fitness thing, but the crossfit thing. I Buy. 278 00:21:15.269 --> 00:21:19.180 Contrast, up until about a couple weeks ago, never really worked out 279 00:21:19.180 --> 00:21:22.339 at the M my life. So but I feel you though, on the 280 00:21:22.380 --> 00:21:26.339 benefits. Reason why I started it wasn't because I had like a goal weight 281 00:21:26.500 --> 00:21:30.099 or something. I don't even know that I believe in those, but I 282 00:21:30.259 --> 00:21:33.009 just look Ay. Sure I want my boat to be cuter, but besides 283 00:21:33.089 --> 00:21:36.250 the hat just I did, I wanted this clarity that you're talking about, 284 00:21:37.049 --> 00:21:40.730 and so it's encouraging to hear you mean if you one hour a day trying 285 00:21:40.809 --> 00:21:44.890 not to die, it's really healthy. Sweet. So I'm nailing it. 286 00:21:45.210 --> 00:21:47.880 Well. I know that, just like me, Chris, other folks listening 287 00:21:48.359 --> 00:21:51.200 have become fast fans of yours and then going to want to know how to 288 00:21:51.240 --> 00:21:53.240 keep up with you. So let everybody out here know how to connect with 289 00:21:53.359 --> 00:22:00.039 you easiest ways. I'm on twitter at CP Willis all one word, or 290 00:22:00.200 --> 00:22:03.869 Linkedin. I don't know what my I think I'm CP Willis on Linkedin as 291 00:22:03.910 --> 00:22:07.990 well, but Christopher Willis at acro links. Will find me on Linkedin. 292 00:22:08.150 --> 00:22:11.390 I'm excited to talk all you cool. Well, thank you so much for 293 00:22:11.470 --> 00:22:15.710 coming on the show. I have a million other questions for you. So 294 00:22:15.900 --> 00:22:18.619 the only solution here is that you're going to have to come talk to me 295 00:22:18.660 --> 00:22:19.900 again. I'M gonna have to have you on this show again and I would 296 00:22:19.940 --> 00:22:23.059 love to, but for now we're going to go ahead and close it out. 297 00:22:23.059 --> 00:22:25.619 Thank you so much for being on the show with us, Chris. 298 00:22:25.779 --> 00:22:30.529 Thank you for having me. We totally get it. We publish a ton 299 00:22:30.609 --> 00:22:33.890 of content on this podcast and it can be a lot to keep up with. 300 00:22:34.410 --> 00:22:38.569 That's why we've started the BDB growth big three, a no fluff email 301 00:22:38.690 --> 00:22:44.359 that boils down our three biggest takeaways from an entire week of episodes. Sign 302 00:22:44.400 --> 00:22:51.559 up today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big Three