#DemandGen 9: How Creative Trespassing Helps You Solve a Global Problem in 5 Minutes w/ Tania Katan

WEBVTT 1 00:00:04.839 --> 00:00:10.390 Learn how to turbo charge your marketing results by building repeatable, scalable demand JEN 2 00:00:10.550 --> 00:00:16.309 systems from Sheila cleft corn, CEO of Keo Marketing and founder of the Business 3 00:00:16.350 --> 00:00:21.429 Owners Marketing Academy. See if you qualify for a complementary Marketing Road Map for 4 00:00:21.500 --> 00:00:32.100 your business at Keo Marketingcom Slash Audit. You're listening to be tob growth, 5 00:00:32.539 --> 00:00:37.170 a daily podcast for BTB leaders. We've interviewed names you've probably heard before, 6 00:00:37.369 --> 00:00:41.130 like Gary vanner truck and Simon Senek, but you've probably never heard from the 7 00:00:41.210 --> 00:00:45.890 majority of our guests. That's because the bulk of our interviews aren't with professional 8 00:00:46.009 --> 00:00:50.159 speakers and authors. Most of our guests are in the trenches leading sales and 9 00:00:50.200 --> 00:00:55.039 marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the 10 00:00:55.159 --> 00:00:59.359 fastest growing bTV companies in the world. My name is James Carberry. I'm 11 00:00:59.359 --> 00:01:02.920 the founder of Suite Fish Media, a podcast agency for BTB brands, and 12 00:01:03.000 --> 00:01:06.549 I'm also one of the CO hosts of this show. When we're not interviewing 13 00:01:06.590 --> 00:01:10.230 sales and marketing leaders, you'll hear stories from behind the scenes of our own 14 00:01:10.230 --> 00:01:14.069 business. Will share the ups and downs of our journey as we attempt to 15 00:01:14.109 --> 00:01:19.260 take over the world. Just getting well, maybe let's get into the show. 16 00:01:23.659 --> 00:01:27.659 Welcome everyone back to be tob growth again. I'm your host for today's 17 00:01:27.659 --> 00:01:33.209 episode. I'm Sheila cleft corn, CEO of Keo Marketing, and that's a 18 00:01:33.329 --> 00:01:38.409 mouthful. This is the ninth episode in the Hashtag Demand Jen series and I 19 00:01:38.489 --> 00:01:44.290 am thrilled today to be joined by Tanya Katan, author and speaker of creative 20 00:01:44.450 --> 00:01:47.599 tress passing. So, Tanya, thanks for being on the show. We've 21 00:01:47.640 --> 00:01:49.239 known each other a long time, but this is the first time we've done 22 00:01:49.239 --> 00:01:53.519 a podcast together. You are truly a force to be reckoned with and doing 23 00:01:53.599 --> 00:01:57.719 some incredible things, so I'm just so excited to have you on the show. 24 00:01:59.359 --> 00:02:04.709 Thank you for having me. Kaeo t I often added an no to 25 00:02:04.829 --> 00:02:08.949 the my initials are tk and then I had an oh as an oh time. 26 00:02:09.030 --> 00:02:13.590 I can tell here and for myself. I don't actually have then on 27 00:02:13.669 --> 00:02:16.780 business cards or my website. It's just when I'm feeling down, it's a 28 00:02:16.819 --> 00:02:22.620 way to lift myself back up. Great. That's so fun. So tell 29 00:02:22.659 --> 00:02:24.340 our listeners a little bit about your background, if you would, before we 30 00:02:24.379 --> 00:02:30.210 jump in. I come from Theata. I have a degree in performance and 31 00:02:30.330 --> 00:02:37.729 playwriting from Arizona State University and I wrote plays most of my young adult life. 32 00:02:37.729 --> 00:02:40.610 I'm sure you saw one when I was in college because that's when we 33 00:02:40.889 --> 00:02:46.800 met years ago. And so really my background kind of determined my foreground, 34 00:02:46.840 --> 00:02:52.719 which is storytelling. It's just that now I'm telling stories in the business space. 35 00:02:52.759 --> 00:02:57.879 A lot of be tob businesses, a lot of tech companies and corporate 36 00:02:58.000 --> 00:03:05.110 environments seemed to desire a wildly creative person from outside that culture to come in 37 00:03:05.389 --> 00:03:10.349 and show how innovation works in Theater and contemporary art and in other performing arts. 38 00:03:10.669 --> 00:03:14.340 And so, you know, it's allowed to be an opportunity to learn 39 00:03:14.379 --> 00:03:20.099 about how be to be businesses run, what it means to sell and engage 40 00:03:20.659 --> 00:03:24.139 people you can't see because they're the end end users, right. So, 41 00:03:24.500 --> 00:03:29.930 I mean at first I thought be tob was a charming hotel that you made 42 00:03:30.129 --> 00:03:35.370 in your spare bedroom, but in fact it's not that at all. Right, 43 00:03:35.650 --> 00:03:39.289 exactly. Yeah. Well, and you've taken all that great theater background 44 00:03:39.330 --> 00:03:46.240 and you've parlayed it into an incredible business. In fact, you've written a 45 00:03:46.319 --> 00:03:51.400 book called creative trespassing and it was just named Best Business Book. If you 46 00:03:51.520 --> 00:03:55.349 can imagine something many of us would love to have, and it's it's just 47 00:03:55.550 --> 00:04:00.270 inspired so many people. So how did creative trespassing come about and what's it 48 00:04:00.349 --> 00:04:04.509 all about? Well, for a long time people didn't understand what my job 49 00:04:04.870 --> 00:04:09.669 was, especially when I was embedded. I worked as a curator in a 50 00:04:09.710 --> 00:04:13.379 contemporary art museum, but I have no background in art. And then I 51 00:04:13.620 --> 00:04:17.259 worked as a a nivagelist at a beat be Tech Company, but I know 52 00:04:17.379 --> 00:04:23.019 nothing about technology, and some people kept questioning me and my bosses as to 53 00:04:23.139 --> 00:04:25.930 why I was hired. I'm working with them, and they would say, 54 00:04:25.970 --> 00:04:30.930 so, what do you do? And finally, after being embarrassed and awkward 55 00:04:30.209 --> 00:04:33.889 in terms of telling my title, I started to think, what is it 56 00:04:34.009 --> 00:04:39.720 that I really do that transcends space, that I actually bring to me in 57 00:04:39.839 --> 00:04:43.879 whatever work I do? And then I'm like, well, I guess creativity 58 00:04:44.079 --> 00:04:46.560 is one component. It's kind of good big umbrella and a lot of people 59 00:04:46.639 --> 00:04:50.240 know what that means quickly, regardless of what industry you're in. And then 60 00:04:50.279 --> 00:04:55.389 I'm like, well, I guess I bring creativity to spaces and places and 61 00:04:55.470 --> 00:05:00.149 people who don't necessarily want it or didn't invite it in through the front door, 62 00:05:00.709 --> 00:05:03.750 and that's called trespassing. So then I stuck the two words together and 63 00:05:03.790 --> 00:05:10.180 came up with this title for myself and also a title that seems to resonate 64 00:05:10.259 --> 00:05:13.540 with a lot of people, because, regardless of whether or not you're working 65 00:05:13.579 --> 00:05:19.620 in the industry you intended on working in, you still have really cool stories, 66 00:05:19.660 --> 00:05:26.129 skills and ideas from outside your organization that you can bring in to add 67 00:05:26.129 --> 00:05:30.730 layers that people didn't know existed before you brought them in and now they can't 68 00:05:30.730 --> 00:05:34.209 live without. And that was really the foundation for writing creative trespassing. Well, 69 00:05:34.250 --> 00:05:39.480 and I've been a part of some presentations you've done about creative trespassing and 70 00:05:39.639 --> 00:05:44.839 it literally sets people on fire. Okay, figuratively, that's them on fire, 71 00:05:45.199 --> 00:05:47.800 because it's a totally different way of thinking. Right then, most of 72 00:05:47.920 --> 00:05:53.709 us do in our very structured work environments and those kinds of things. So 73 00:05:54.350 --> 00:05:58.509 do you have a story of a company that you shared creative tress passing with 74 00:05:58.829 --> 00:06:01.790 and how it had an impact on them? Actually, I'll share a talk 75 00:06:01.870 --> 00:06:08.939 that I just gave at an IT summit and there were probably a thousand people 76 00:06:09.100 --> 00:06:14.019 there and I had I was getting my talk of sharing stories that working in 77 00:06:14.060 --> 00:06:16.660 all these companies and how misunderstood, awkward and Weird I was and how that 78 00:06:16.779 --> 00:06:21.529 benefited everyone at some point, but until that point. And then I gave 79 00:06:21.610 --> 00:06:26.610 them an exercise from the book and asked them to do it in real time. 80 00:06:26.970 --> 00:06:29.810 So a thousand people, I said, just turned to the person next 81 00:06:29.850 --> 00:06:35.160 to you and solve a problem in the workspace that no one is looking to 82 00:06:35.399 --> 00:06:41.720 solve. Just do it, and I literally gave them five minutes, five 83 00:06:41.839 --> 00:06:46.240 minutes only, and all of a sudden there was like everybody was murmuring. 84 00:06:46.360 --> 00:06:50.230 It became a crescendo because there were a thousand people like and boom, and 85 00:06:50.269 --> 00:06:54.350 I'm like stop, and they all stopped. And so I said, who 86 00:06:54.350 --> 00:06:57.790 would like to share? What problem nobody solving and how did you solve it? 87 00:06:58.230 --> 00:07:00.540 Somebody raised their hand and they're like, the problem is we get lunch 88 00:07:00.779 --> 00:07:05.139 delivered every day and it comes in a package, and that package those pore 89 00:07:05.259 --> 00:07:10.060 people. You're right, that yeah, and I'm like, is the problem 90 00:07:10.220 --> 00:07:15.699 being bourgeois? No, no, but the problem was is that everything's packaged 91 00:07:15.810 --> 00:07:18.529 and that just goes to a landfill and we know the environment is not benefiting 92 00:07:18.569 --> 00:07:23.449 from that. So they decided that the solve for this problem. At first 93 00:07:23.449 --> 00:07:26.290 they thought, well, maybe it could be an edible package, but then 94 00:07:26.329 --> 00:07:30.240 they realized how far that traveled to be there and maybe it was dirty and 95 00:07:30.360 --> 00:07:34.000 gross and they didn't want to eat it. So instead they invented a package 96 00:07:34.240 --> 00:07:40.199 that you could plant in the ground. It was actually seeds, and that 97 00:07:40.560 --> 00:07:45.829 was genius. And in that moment when nine hundred ninety eight of their colleagues 98 00:07:45.870 --> 00:07:51.589 were listening, they gasped in unison because they literally solved a global problem in 99 00:07:51.910 --> 00:07:58.189 five minutes that nobody was looking to solve in the organization. And so that's 100 00:07:58.310 --> 00:08:03.500 indicative of the exercises in creative trespassing. It's these moments that take less than 101 00:08:03.540 --> 00:08:07.819 a smoke break, where you can actually have impact and bring diverse ideas and 102 00:08:07.939 --> 00:08:15.329 people together to solve problems. Holy Guacamoli, it's so easy and yeah, 103 00:08:15.449 --> 00:08:18.209 so that that's a moment that just to happen, that I was so delighted 104 00:08:18.290 --> 00:08:22.529 and everybody else saw the power and just stopping, and I actually call these 105 00:08:22.649 --> 00:08:31.040 exercises productive disruptions. Well, good, thank you, because it really in 106 00:08:31.160 --> 00:08:35.279 order to solve problems and ordered INNOVA. You have to disrupt the patterns and 107 00:08:35.399 --> 00:08:37.759 habits that are keeping US stuck. It's like when we get stuck sometimes we 108 00:08:37.840 --> 00:08:43.389 think if I only type harder, the th ration will come to be. 109 00:08:43.750 --> 00:08:46.870 That is not true. You have to get up from your desk, move 110 00:08:46.070 --> 00:08:50.549 and try something else, and so those exercises allow you to do it, 111 00:08:50.710 --> 00:08:54.110 and I coach you all the way through, so you feel like you have 112 00:08:54.230 --> 00:08:58.500 a very own best friend who's also coach, who's going to nudge you with 113 00:08:58.620 --> 00:09:01.419 a sense of humor. That's great. Well, and you're and you're absolutely 114 00:09:01.460 --> 00:09:05.779 right. The time alone for that project was disruptive, but yet they got 115 00:09:07.220 --> 00:09:11.690 a really big impact. So just by either changing your environment or the time, 116 00:09:11.809 --> 00:09:16.250 that can shift things and cause people that have to really step up, 117 00:09:16.330 --> 00:09:20.250 which is great. So I know that you're on a mission to help millions 118 00:09:20.289 --> 00:09:24.799 of people based on this success and some of the success of your plays and 119 00:09:24.200 --> 00:09:28.720 these kinds of things. So talk a little bit about your mission. I 120 00:09:28.480 --> 00:09:33.320 love public speaking so much. Okay, let the truth be known, listeners, 121 00:09:33.399 --> 00:09:37.120 I am an extrovert and I understand that about myself. However, what 122 00:09:37.240 --> 00:09:43.629 I love even more than being an extrovert is finding and using my voice for 123 00:09:43.789 --> 00:09:46.269 good in the world and as a result of being on some of the biggest 124 00:09:46.269 --> 00:09:50.870 stages in the world, lucky, more lucky me, hard working me, 125 00:09:50.429 --> 00:09:54.500 I have come in contact with a lot of people who also desire to awaken 126 00:09:54.700 --> 00:10:00.340 to their voice, their stories and they're spark and to my mission is to 127 00:10:00.379 --> 00:10:03.340 help millions of people exercise their voice, stories and spark in a way that 128 00:10:03.460 --> 00:10:09.129 they can amplify their message and become a thought leader in their field. It's 129 00:10:09.169 --> 00:10:11.970 my favorite. I Love Coaching people on speaking. Love it, love it, 130 00:10:11.090 --> 00:10:16.009 love it, which is pretty pretty cool, because I think public speaking 131 00:10:16.129 --> 00:10:22.759 is the number one most cited fear that people have, aside probably from spiders 132 00:10:22.960 --> 00:10:26.679 and falling and things like that, but public speaking is something that really petrifies 133 00:10:26.759 --> 00:10:31.240 people. So the fact that you are committed to helping millions of people with 134 00:10:31.440 --> 00:10:35.750 public speaking is really powerful. Yeah, and also, it's not just the 135 00:10:35.830 --> 00:10:39.470 speaking part, it's really the voice part. I mean I think about voice 136 00:10:39.509 --> 00:10:46.029 in terms of personal agency and also a tool to connect with people. So 137 00:10:46.190 --> 00:10:48.870 there's voice isn't just from a stage. It's your writing voice. It's how 138 00:10:48.950 --> 00:10:54.779 you write an email or do or make it a good negotiation on the phone. 139 00:10:54.220 --> 00:10:58.139 That's speaking and using voice, and when people feel like they're not, 140 00:10:58.460 --> 00:11:05.649 you know, confident enough, those communications deteriorate so fast and I want people, 141 00:11:05.370 --> 00:11:11.529 especially the people that I've met that have such brave, amazing stories, 142 00:11:11.009 --> 00:11:16.929 to really experience the courage of Focus Communication. Yeah, yeah, definitely, 143 00:11:18.450 --> 00:11:24.240 and voice and public speaking and speaking in general is really critical when you think 144 00:11:24.240 --> 00:11:28.000 about demand, Jen, which is what this podcast is about. So generating 145 00:11:28.279 --> 00:11:33.549 demand. How do you engage people to generate demand? I know you've done 146 00:11:33.269 --> 00:11:37.230 marketing with no budget, I know you've done marketing with big budgets. You've 147 00:11:37.269 --> 00:11:43.429 been doing marketing for a while now. If you had to think about having 148 00:11:43.549 --> 00:11:48.059 voice or how you captivate people, because that's what you're so good at, 149 00:11:48.580 --> 00:11:52.500 do you have any suggestions for people who are doing demand generation, trying to 150 00:11:52.539 --> 00:11:56.379 fill their sales pipelines with leads? Yeah, so two things. First, 151 00:11:56.379 --> 00:12:01.610 I thought demand Jen was my friend Jen, who's faery demanding. I didn't 152 00:12:01.610 --> 00:12:07.049 know. And second, you know this is actually true. I'm certain there 153 00:12:07.090 --> 00:12:11.769 are a lot of listeners right now who want to write a book right I'm 154 00:12:11.929 --> 00:12:16.799 certain of this. I know this statistically. And when you write a book 155 00:12:16.799 --> 00:12:20.519 proposal, the one thing they will ask you to do is be as specific 156 00:12:20.600 --> 00:12:24.480 as you can about the person or people you are writing too, for about 157 00:12:24.879 --> 00:12:31.350 why? In the business world they call it persona and in my world they 158 00:12:31.350 --> 00:12:33.669 call it character study. But the point of it is is that the more 159 00:12:33.750 --> 00:12:41.230 specific you are, the more you will know how to communicate authentically and clearly 160 00:12:41.669 --> 00:12:46.299 to engage that person. That's what marketing it. Good marketing is all about 161 00:12:46.700 --> 00:12:50.659 sharing a story with another person, and just because you can't see them or 162 00:12:50.700 --> 00:12:52.940 they're not real time and space with you, does not mean they don't exist. 163 00:12:54.460 --> 00:12:58.340 So treat it as a conversation and see in your mind's eye who you're 164 00:12:58.340 --> 00:13:03.129 actually talking to, and you will generate any lead you want, I promise. 165 00:13:03.769 --> 00:13:07.169 Such an important point. As we think about marketing, and it's so 166 00:13:07.330 --> 00:13:11.529 easy as marketers to you know, we get so focused on getting things out 167 00:13:11.649 --> 00:13:16.639 we don't focus enough on the content of what we're sending and making sure that 168 00:13:16.720 --> 00:13:20.480 it really resonates, whereas in your world you focus entirely on the content. 169 00:13:20.639 --> 00:13:24.480 And is it going to is it going to resonate? Is it going to 170 00:13:24.519 --> 00:13:28.070 be creative enough, entertaining enough to get somebody to engage? Well, and 171 00:13:28.350 --> 00:13:31.950 also, quite frankly, different enough. You know, as marketers. I've 172 00:13:31.950 --> 00:13:35.509 worked in departments where people like we need to reinvent our website. Let's look 173 00:13:35.509 --> 00:13:39.789 and see what seven other websites are doing and we'll do that. That makes 174 00:13:39.830 --> 00:13:43.980 absolutely no sense. And I'll tell you this. I for my book. 175 00:13:43.220 --> 00:13:46.659 I don't know if I'm supposed to talk about this and I don't kind of 176 00:13:46.700 --> 00:13:48.500 I don't care, but I'm going to tell you. I got a big 177 00:13:48.580 --> 00:13:52.179 fat book deal and it's not because my book proposal was awesome. It was 178 00:13:52.340 --> 00:13:58.289 not, but my writing voice was awesome. And Editors and publishers can help 179 00:13:58.330 --> 00:14:01.049 you write a book, but they cannot help you develop a clear, interesting, 180 00:14:01.129 --> 00:14:05.570 dynamic voice. That's on you and that will help you stand out in 181 00:14:05.649 --> 00:14:11.960 the see of other websites and Legen machines that are pumping out the same materials 182 00:14:11.080 --> 00:14:15.399 over and over and over again. Hm. Well, I know you have 183 00:14:15.519 --> 00:14:18.799 some thing big coming up. It's been a really great conversation about this today. 184 00:14:18.960 --> 00:14:24.750 I'm so excited about your perspectives on creativity and voice and marketing and how 185 00:14:24.830 --> 00:14:28.350 to be unique. I know that you're going to be coming out with a 186 00:14:28.509 --> 00:14:33.110 course on on how to how to speak publicly and that that's that's in the 187 00:14:33.230 --> 00:14:37.899 works. So how would somebody sign up to get on your list to be 188 00:14:39.299 --> 00:14:43.899 an early listener, maybe of your course? How can they find you? 189 00:14:43.580 --> 00:14:46.620 So you can sign up for my e newsletter, which is that's a misnomer. 190 00:14:46.659 --> 00:14:50.700 It's not really a newsletter. I your recipient. I create an entire 191 00:14:50.940 --> 00:14:58.169 world of inspiration and motivation every Sunday for you in your inbox and you can 192 00:14:58.210 --> 00:15:05.850 go to Tanya Katancom to the contact page and it's Ti an IA KA TA 193 00:15:05.289 --> 00:15:11.120 andcom and sign up for my newsletter Ya, and then also follow me on 194 00:15:11.240 --> 00:15:16.039 Instagram, where I am the unreal Tanya Katan. That's right, the unreal 195 00:15:16.320 --> 00:15:20.080 Tanya Katan, because the real time you cut time was taken by the time 196 00:15:20.080 --> 00:15:22.750 I signed up and she was a mother of two and I wanted her children 197 00:15:22.750 --> 00:15:28.350 to grow up with self esteem, so I just took the on Ra I 198 00:15:28.549 --> 00:15:30.950 love it. It's always so much fun to talk to you, Tam. 199 00:15:31.590 --> 00:15:37.659 Thank you again for being on and thanks to all our listeners for your valuable, 200 00:15:37.820 --> 00:15:43.620 valuable time listening to Hashtag Demandjin on the B tob growth podcast. If 201 00:15:43.700 --> 00:15:48.220 you want to find out more, come back check out our future episodes. 202 00:15:48.820 --> 00:15:56.409 You can also request a complimentary marketing audit at Ko Marketingcom Kaeo Marketingcom. Chanya, 203 00:15:56.490 --> 00:16:00.169 thanks again for being on the show. It's been great to spend the 204 00:16:00.289 --> 00:16:03.889 time with you and I look forward to getting together with you again soon. 205 00:16:03.169 --> 00:16:08.360 Thank you, Chiela. Was Awesome. Okay, Oh, hey there, 206 00:16:08.440 --> 00:16:11.639 this is James Carberry, founder of sweet fish media and one of the cohosts 207 00:16:11.679 --> 00:16:15.559 of this show. The last year and a half I've been working on my 208 00:16:15.679 --> 00:16:19.070 very first book. In the book I share the three part framework we used 209 00:16:19.110 --> 00:16:22.629 as the foundation for our growth here at sweet fish. Now there are lots 210 00:16:22.669 --> 00:16:26.269 of companies that ever he's a bunch of money and have grown insanely fast, 211 00:16:26.389 --> 00:16:30.629 and we featured a lot of them here on the show. We've decided to 212 00:16:30.669 --> 00:16:34.379 bootstrap our business, which usually equates to pretty slow growth, but using the 213 00:16:34.460 --> 00:16:38.100 strategy outlined in the book, we are on pace to be one of inks 214 00:16:38.179 --> 00:16:42.220 fastest growing companies in two thousand and twenty. The book is called content based 215 00:16:42.259 --> 00:16:47.210 networking, how to instantly connect with anyone you want to know. If you're 216 00:16:47.210 --> 00:16:48.970 a fan of audiobooks like me, you can find the book on audible or 217 00:16:49.049 --> 00:16:53.049 the like physical books. You can also find it on Amazon just search content 218 00:16:53.169 --> 00:16:59.250 based networking or James Carberry, car be a ARY, in audible, or 219 00:16:59.330 --> 00:17:00.129 Amazon and it should pop right up