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Did you know that employees are more likely to stay at an organization when they view their leader as empathetic?
Of all the traits that make for great leadership, empathy is near the top of the list–and according to this week’s podcast guest, it’s going to be increasingly important for the next generation.
Pattie Dale Tye is the Consulting COO for Stoll Keenon Ogden PLLC and a Board Member of Trilogy Health Services, LLC. Pattie Dale is also a C-suite veteran with over 30 years of experience leading companies to new heights. She spent over a decade with AT&T, leading sales and operations for the company’s largest accounts. In her time with Humana, Pattie Dale was instrumental in the company’s multibillion-dollar Large Employer Segment. She is also the best-selling Forbes Author of Ordinary to Extra-Ordinary.
Challenges for the Next Generation of Leaders
Any entrepreneur who led a team through the pandemic knows how difficult it can be to connect virtually. Leaders need to model behavior, and that’s much more difficult to do online. Pattie recommends meeting in person as much as possible. If that’s not possible, look for ways to bring the whole team together for virtual events.
Another challenge is that Gen Z and millennials don’t have a lot of trust in leadership–so you need to work harder to earn their loyalty. They’re driven by purpose, autonomy, and flexibility, and they want to work for leaders who share those values. Look for ways to demonstrate those values and show that you care about them as individuals.
Leading with Empathy and Generosity
According to Pattie Dale, the two most important characteristics of a leader are empathy and generosity. You need to know the people you’re leading and understand where they're coming from. Let them know that you’re invested in their success and that they can come to you when they need support.
As for generosity, focus on giving back to your team. Replace a “survival of the fittest” mentality with generosity. If someone is struggling, offer to help. Make yourself available. Being approachable can help you get the best of everyone.
Enjoy this episode with Pattie Dale Tye…
Soundbytes
14:00-14:26
“When it’s a customer with a problem that I can help solve in a way that helps that entity flourish, it just lights me up, because you know that had a multiplier effect–that didn't just help that person, that executive that day, or that leader that day, that allowed them to feed many, many families and to grow business in a much more expansive way.”18:46-19:24
“We need to be leading with empathy right now. And I love to say you need to be leading with generosity. You need to get to know the people you’re leading and understand where they're coming from and why they have the notions about leadership they do, because we understand that 50% of the Gen Z's don't have respect nor trust in leadership, and we need to. We need to get to the root cause and let them know that you have as much vested in their success as hopefully they have in their own success.”Quotes
“I was very ordinary until I learned what might make me extraordinary.”
“As long as I'm helping solve a problem and release energy to the universe, I'm a happy camper.”
“Stop coming to work in a survival mode and come to work in a giving mode.”
“If you're not an approachable leader, you're not going to get the best out of your people.”
Links mentioned in this episode:
From Our Guest
Visit Pattie’s website: http://pattiedaletye.com
Connect with Pattie on LinkedIn: https://www.linkedin.com/in/pattie-dale-tye/
Connect with brandiD
Download our free guide to learn 16 crucial website updates that attract more leads and convert visitors into clients: https://thebrandid.com/website-tweaks/
Ready to elevate your digital presence with a powerful brand or website? Contact us here: https://thebrandid.com/contact-form/
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Do you ever feel like there just aren’t enough hours in the day? As a business owner, your to-do list is virtually never-ending. But what if you could grow your business faster by doing less? Today’s podcast guest is proof that it’s possible.
Rodric Lenhart is a lifelong entrepreneur, multi-best-selling author, and sought-after speaker. Over the last 30 years, he’s built several multi-million dollar companies in both the product and service industries. Having traveled to more than 50 countries across six continents, Rodric brings a unique worldview and a deep appreciation for freedom. All profits from his book Million Dollar Flip Flops are donated to his foundation, Send a Student Leader Abroad, with the goal of sending one million kids on life-changing trips.
Build Your Business Around Your Life
Like most successful business owners, Rodric is very protective of his time. He wakes up in the sun and has a structured morning routine, after which he works from around 10:00 to 3:00 pm. It’s important for him to leave empty space on the calendar for reading, writing, and introspection. That quiet time is crucial for developing the business. When you’re busy all day everyday, that leaves little room for new ideas.
If you’re trying to find your ideal daily routine, ask yourself what you want your day to look like a year from now–then build a business that fuels that, instead of the other way around.
Advice for New Entrepreneurs
Rodric has two pieces of advice for new entrepreneurs: the first is to turn off social media. Forget what everyone else is doing and focus on your business and your customers. Don’t get lost in the comparison game.
Second, try to avoid Shiny Object Syndrome. It’s easy to get sucked into the newest app or strategy, but successful businesses are built on the basics. Be willing to pick up the phone and have conversations with people. Figure out what your target audience wants and needs, then give it to them. Let them tell you what they want, instead of trying to impose your ideas on them. Listen and learn.
Enjoy this episode with founder Rodric Lenhart…
Soundbytes
11:29-11:51
“I’m very protective of my time. I haven't set an alarm in probably 15 years. I wake up with the sun. I have a very set morning routine, and I try to work between around 10:00 and 3:00 every day. And I make a lot of time for reading and introspection and writing and developing the business, not just being busy all the time.”21:10-21:36
“It’s shiny object syndrome, the next cool app or program, the next customer acquisition method. That's not what's going to give you a successful business. It's back to the basics. It's having conversations with people. It's being willing to pick up the phone. It's learning what do they want, what do they need? That's how you know what to give them, versus thinking you have this idea of what to give them.”Quotes
“The bulk of my financial abundance came from the ability to change course.”
“What do you want your day to look like a year from now? And let's build a business that feeds that, not the other way around.”
“Why write a book? Well, it's to help people who are in the same situation I might have been in 20 years ago.”
“Ultimately, it all comes from a place of service. And I think if we aren't wired that way to start, none of the other things fall into place.”
“I don’t know what chapter two looks like, but I know I can't see it while I'm in the middle of chapter one.”
Links mentioned in this episode:
Million Dollar Flip Flops: http://www.milliondollarflipflops.com/
Connect with Rodric on LinkedIn: https://www.linkedin.com/in/rodriclenhart/
Connect with Rodric on Instagram: https://www.instagram.com/rodriclenhart/
Connect with brandiD: Download our free guide to learn 16 crucial website updates that attract more leads and convert visitors into clients: https://thebrandid.com/website-tweaks/
Ready to elevate your digital presence with a powerful brand or website? Contact us here: https://thebrandid.com/contact-form/ -
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Marketing your business on a budget?
In this episode, Michael Herklots shares how he used the power of storytelling and personal branding to build his luxury cigar business from the ground up.
Michael has worked in the Premium Cigar Industry since 1999. He served as Vice President of Nat Sherman International, responsible for creating and maintaining the company’s portfolio of premium cigars, pipe tobaccos, and accessories. Most recently, he is the co-founder of Ferio Tego, which has been named the “Brand of the Year” by Cigar Dojo and “New Company of the Year” by Halfwheel.
Michael is a Certified Master Tobacconist by Tobacconist University and a thoughtful business leader with 20 years of experience in specialty retail and wholesale luxury goods.
The Power of Storytelling
When Michael and his co-founder decided to launch a cigar company during COVID-19, there was no shortage of obstacles. Aside from the challenge of selling cigars during a respiratory pandemic, they also had limited capital. Without the budget to hire a marketing team or ad agency, they leaned on something more powerful: their story.
Over and over again, they told the story of Ferio Tego, their backgrounds in the cigar industry, and their vision for the brand. Both Michael and his co-founder Brendon Scott had plenty of connections in the cigar world, but they took a unique approach to every conversation.
Every time they met with a potential partner, they would lean into different aspects of their story. For instance, smaller companies were more likely to relate to their story of bootstrapping the business from the ground up, while larger companies wanted to see the data and volume.
Innovate the Process, Not the Product
In today’s fast-paced world, many companies shift their marketing and add new products every week–but ultimately, that hurts your brand recognition and makes it harder for retailers to sell your products. The more consistent you stay, the greater the chance consumers will start to relate to and remember your brand.
While the Ferio Tego brand is consistent, Michael is constantly innovating other aspects of the business. He and his co-founder have taken a unique approach in partnering with other cigar companies. They now have factories in multiple countries without the overhead of managing their own warehouses.
Enjoy this episode with founder Michael Herklots…
Soundbytes
17:46-18:30
“New businesses, we don’t have a marketing budget, we don’t have an advertising agency. We don't have four people who are building decks on what is Ferio Tego and what isn't Ferio Tego and creating all of those thoughtful pyramids. Who has time for that? We're fighting for our lives every day, trying to get another sale. And so what we lack in that sophisticated, deep infrastructure of brand, we have what a lot of those departments crave and try to create which is the absolute authentic story of time served and process and how we do things.”19:20-19:37
“What they are trying to do is to create brands that feel authentic, whereas we have, just as a consequence of being a small startup, we're creating a brand that is authentic. What you see is what you get.”27:09-27:37
“As a Brand Builder and a storyteller, it's incumbent on me to tell the same story over and over and over again consistently, so that you as a retailer, can tell the same story over and over to your consumers. The consumers can learn that story and share it with their peers, and by the time they learn it, they can catch back up with the brand, and we're still singing the same song. We've abandoned that in so many industries.”54:04-54:50
“There are times when you look at something that just seems so overwhelming, whether it's something as small as playing a gig, or something as big as launching a company. And to get over the hump of it, I have to believe that the opportunity and the idea and the consideration–all of the work has been done for a reason. All those opportunities are lined up for a reason and therefore I have to have faith that this is meant to be.”Quotes
“They’re trying to create brands that feel authentic, whereas we, as a consequence of being a small startup, are creating a brand that is authentic.”
“As a Brand Builder and a storyteller, it's incumbent on me to tell the same story over and over and over again consistently.”
“It’s become innovative to go back to building the brand.”
“It's probably naive to think that it's possible to be everything to everyone. What I try to do is be something to everyone.”
“I don't know anyone who would consider themselves an expert. Even the most famous, most successful are still practicing all the time.”
“You have to live within what's authentic to you and let your audience find you.”
Links mentioned in this episode:
Learn more about Ferio Tego cigars: https://www.feriotego.com/
Connect with Michael on LinkedIn: https://www.linkedin.com/in/michaelherklots/
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Have you ever heard the saying “Success is a lousy teacher?”
Our biggest learning experiences come from failure: the product that flopped, the content that didn’t perform, the “failed” business idea. For Anne Montgomery, failure was just the beginning.
Anne is a former television sportscaster, writer, and educator. Her first TV job came at WRBL-TV in Columbus, Georgia, and led to positions at WROC-TV, KTSP-TV, and ESPN, where she anchored the Emmy and ACE award-winning SportsCenter. She finished her on-camera broadcasting career with a two-year stint as the studio host for the NBA’s Phoenix Suns, before moving into her career as a teacher and author.
Her novels include Your Forgotten Sons, The Castle, A Light in the Desert, Wild Horses on the Salt, The Scent of Rain, and Wolf Catcher. She taught journalism and communication skills in a Title I high school for 20 years.
Defying the Odds
When Anne told her parents she wanted to be a sportscaster, they laughed. In the 1970s, that wasn’t an option for women. But Anne proved them wrong and went on to have a successful 40+ year career in sports.
Likewise, she was also told she would never go to college. Growing up, Anne struggled in school, and it wasn’t until she was in her fifties that she was diagnosed with dyslexia. Despite that, Anne has several degrees and has published six novels (and counting).
Failure is the Greatest Teacher
One of the most important skills any entrepreneur can master is how to bounce back from failure. For Anne, failure has been her greatest teacher. She never planned on becoming a writer or an educator–she was forced into a career change when the men in her industry decided she was too old to be on camera.
At the time, leaving sportscasting felt like a failure. But it led Anne to her most rewarding career yet, a life-changing friendship that inspired her first novel, and even the family she couldn’t have dreamed of, when her teaching experience led her to become a foster parent.
Enjoy this episode with author Anne Montgomery…
Soundbytes
31:25-31:53
“Business owners like to hire people who've been in sports or actually any extracurricular. You know how to be punctual or you're not playing, you know how to work as a teammate, and you know how to follow rules, all those things. And of those young athletes, I wouldn't want to hire the kid who caught the game-winning touchdown. I want to hire the kid who dropped the game-winning touchdown, that went to practice the next day. That's the kid I want.”35:17-35:37
“I sometimes feel bad for people who are such incredible athletes or singers or actors or whatever, where everything is always perfect because at some point it's not going to be. How do you handle that? We all have to learn to handle failure, and how you handle it is more important than anything we do. You know? How do you handle disappointment? Get back up and do it.”Quotes
“I was told when I was young that I’d never be a sportscaster. I’m the kind that says, ‘I’ll prove you wrong.’”
“We plan our lives and think it’s going to be a straight line, but it’s not. It’s how you handle the curves.”
“I’m not embarrassed about anything that’s ever happened to me. They’re all learning experiences.”
“We learn nothing from success. We learn from failure.”
“Life isn’t going to be exactly what you expect, but maybe it will be better.”
“I think failure is falling down and not getting back up.”
Links mentioned in this episode:
Visit Anne’s website: https://annemontgomerywriter.com/
Connect with Anne on LinkedIn: https://www.linkedin.com/in/anne-montgomery-1b995b23/
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Are you thinking of starting a podcast? Or maybe you already have a show and are wondering how to take it to the next level? Today’s guest shares everything you need to know to launch and grow a successful, purpose-driven podcast.
Erik Cabral is a leading expert in brand development, trusted by Fortune 100 and Inc. 5000 companies to define and deliver their core messages. Having built thousands of brands over his career, Erik has shared the stage with powerhouse brands like Shark Tank's Matt Higgins and Kevin Harrington, VaynerMedia, David Meltzer, and Hal Elrod of the Miracle Morning.
As the founder of On Air Brands, Be Your Brand, PodMAX, and theMindado Investment Group, Erik is dedicated to helping entrepreneurs develop their personal and corporate brands through podcasting and media strategies. His work has been featured in major publications and has contributed to raising millions in capital for his investor clients.
Preventing Podfade
After launching dozens of podcasts, Erik says the biggest obstacle is “podfade”–where a podcast gradually disappears over time because they run out of content ideas. Thousands of new shows were created in the past few years, but very few of them survived past 20 episodes. The reason comes down to a lack of purpose. If you don’t have a clear goal for your show, it’s unlikely to last.
That’s why Erik’s company has shifted more into personal branding. Before launching a podcast, be clear on your goals, your mission, and who you want to serve. Focus on your purpose, because that’s what makes great content.
In Erik’s own business, he’s rebranded his podcast to The Erik Cabral Show and is focused on incorporating his faith into his brand. His mission is to build personal brands that glorify God and speaking openly about that has helped attract people who share those values.
What to Know Before Starting a Podcast
If you want to start a podcast, the first step is to manage your expectations. The average number of downloads per episode is 29. That may not sound like a lot, but even a small audience can create momentum in your business! If you have 30 loyal listeners every week, that’s the same as having 30 people in a room who are eager to learn from you. Don’t believe the noise on social media that says you need massive numbers to create an impact.
When it comes to growing your show, podcasting is like starting a business. It starts with word of mouth and your personal network. Most of the biggest podcasts are hosted by someone who already had a personal brand with a large following. Audience growth is a slow build, so don’t give up too soon.
Enjoy this interview with podcasting expert Erik Cabral…
Soundbytes
13:47-14:06
“It's what we call pod fade: all these shows got started, and the statistics are running away from me, but all the hundreds of thousands of podcasts that started during that era, we benefited from, for sure, but then a lot of them faded because they didn't have clarity and purpose and an end goal in mind.”15:05-15:25
“If I asked you to speak at my event and there were 30 people in the room that were going to be hungry and eager to learn from you, and you have an hour-long opportunity to get into their minds and in their hearts…would you take that? Absolutely. You have this every week you're speaking on your own stage about whatever you want to talk about every single week.”33:32-24:04
“There is a purpose outside of money. Your purpose could be money and earthly things and earthly desires and material things. But I've recognized, and I've been around a lot of successful people…sharing the room in stages with millionaires and billionaires. I've recognized there are people that aren't happy with all that money, but the ones that are have that greater purpose, and they're usually God fearing people that know there's something bigger than themselves beyond this life here on Earth.”Quotes
“Podcasting is very much like starting a business. We have to start with friends and family, word of mouth. We have to grassroots.”
“Having a podcast, especially with a YouTube channel, you're set apart for most business owners who don't want to do that.”
“We want to build personal brands that glorify God.”
“Building a business is personal. It comes from us, our heart.”
Links mentioned in this episode:
Visit Erik’s website: https://www.erikcabral.co/
Free podcasting guide: https://www.erikcabral.co/guide
Connect with Erik on LinkedIn: https://www.linkedin.com/in/erikcabral/
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The transition from solopreneur to CEO is never easy. It can be hard to let go of control and trust your team to deliver an ROI. Today’s guest shares how you can break through that 6-figure plateau and set your team up for million-dollar success with a sales-focused marketing strategy.
Victoria Hajjar, founder of Ugli Ventures, helps female-founded startups scale from 6 to 7 figures. She specializes in the sales and marketing strategies, team building, and leadership development they need to build profitable 7-figure enterprises. Her clients have had million-dollar months, been featured on Forbes 40 under 40, and several have passed the billion-dollar revenue mark.
How to Build an ROI-Driven Team
Victoria uses a 4-step process to help her clients transition into an executive role. The first step is brand clarity: getting focused (or re-focused) on your messaging, ideal client, and positioning. Before you can build a successful marketing strategy, you need to be clear on your ideal client’s pain points and the transformation you provide.
The next step is a sales-focused marketing strategy. Victoria recommends a 24/7 content flywheel that speaks to all six stages of the customer journey. Once you have a funnel in place, measure the performance of each piece. Look at your conversion rates to determine where the leaks are, then optimize accordingly.
Once you’ve optimized your funnel, evaluate your team. If conversions are low in a particular area, it could be because the person assigned to that task isn’t an expert. A common hiring mistake is expecting each person to do multiple jobs. If you can’t afford to have more employees on retainer, hire an independent contractor with a proven track record. For example, if your website conversions are low, hire a user experience expert to solve the issue on a project basis.
The last step is leadership. Are the right people in the right seats, and are you managing them well? Each team member should know which metrics they’re responsible for and bring ideas for improvement.
3 Essential Marketing Meetings
Even if your team is mostly independent contractors, you should still include them in your quarterly planning meetings. This keeps everyone on the same page as you move toward your goals.
You should also meet weekly to review your marketing scorecard. Let each team member report their own metrics and offer feedback and ideas. Regular communication eliminates silos within your company.
Lastly, take the time to sit down monthly or quarterly with key people on your team. Ask them to tell you about what’s going on in their life, the challenges they’re facing, their career path, and any resources or training they might need. Investing time in your team pays off in long-term loyalty.
Enjoy this episode with founder Victoria Hajjar…
Soundbytes
4:01-4:30
“I bring a fresh perspective because I've been inside so many people's businesses over my 15-year career. Not only inside different businesses but also in different countries around the world. I’ve worked in China, I've worked in Mexico, I've worked in Dubai, and the UK…and what's been really great is figuring out this universal approach. How do you grow and scale a business using marketing as the catapult for growth?”7:32-7:51
“We have to make a transition. And the transition is from doing everything ourselves and feeling like we have to execute everything ourselves, especially when it comes to marketing and sales, and beginning to take that path towards stepping into the leadership role in your business.”21:47-22:08
“Building your team doesn't mean that you need to get a bunch of employees and have a ton of people on retainer, but you have to systematically, in an intelligent way, invest in the growth of your business. That means getting people in who have proven track records that really know what they're doing in particular areas.”Quotes
“Any business can use marketing as a catapult for growth, it just depends how the business is setup.”
“Once our time, money, energy, and budget gets split across different efforts, that's where we also tend to see that dip in performance.”
“Even if you don’t consider yourself a leader, you are. Your team is looking to you.”
“So many of us as business owners, but especially women, we think that someone will like us more if we're in the trenches with them, instead of as a leader.”
“You’re not going to build a million-dollar business, a 7- or 8-figure business, by being too nice.”
Links mentioned in this episode:
Ugli Ventures: http://www.ugliventures.com
Connect with Victoria on LinkedIn: https://www.linkedin.com/in/victoria-hajjar/
24/7 Marketing Flywheel resource: https://www.ugliventures.com/overwhelm
Learn more about Victoria’s accelerator program: https://www.ugliventures.com/accelerator
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How do you sell someone a product they don’t know they need?
When Sheri Chaney Jones launched her impact management platform, most of her customers didn’t even know what impact management was. A few years later, it’s become an industry standard.
Sheri is a renowned social entrepreneur and impact measurement expert. With over two decades of experience, she has transformed the efficacy of nonprofits and government organizations through data-driven strategies. As the founder of Measurement Resources Company and SureImpact, she's dedicated to enhancing social sector performance. Sheri is also an author, professor, and advocate for women's equity, holding degrees from Central Michigan University and The Ohio State University.
Create Your Own Category
As a consultant, Sheri’s job was to build impact measurement frameworks to help nonprofit organizations understand the effectiveness of their programs. She worked with each client to determine which data to collect and how to collect it, but the process was very manual. She started searching for software that would keep that information at their fingertips, and when she couldn’t find it, she created it.
When Sheri launched SureImpact in 2020, it was the first impact management platform on the market–a term that no one else was using, but her competitors have since rebranded to include.
From Service Provider to Software Company
In Sheri’s consulting business, she knew how to do every job. Launching SureImpact was a new challenge because she didn’t know how to code software. While she’s still the CEO, she had to learn how to pitch angel investors, find the right team, and report to a board.
As the first software of its kind, SureImpact has done a lot of market education. In 2020, most nonprofits didn’t account for impact measurement in their budget because they didn’t know it was possible.
In the early stages, Sheri hesitated to leverage her personal brand and network. As a tech CEO, she didn’t think personal branding was as relevant as it had been to her consulting company. But she realized it was her experience that inspired SureImpact–and that if she wanted to break into the market, she needed to share her story.
Now, Sheri leverages her platform through speaking engagements, blogs, webinars, and even a book: Impact & Excellence: Data-Driven Strategies for Aligning Mission, Culture, and Performance in Nonprofit and Government Organizations. As a result, SureImpact has increased new customers by 50%.
Enjoy this episode with founder Sheri Chaney Jones…
Soundbytes
8:58-9:15
“When we went talk about branding, when we went to market in 2020, we called ourselves the first impact management platform on the market. And what's been fascinating is, since launching, some of our largest competitors have rebranded themselves as an impact management platform.”14:23-14:36
“So prior to even launching, launching true impact, I had been traveling, speaking at conferences, talking about how to create these data driven, high performing cultures. And so we've just leveraged that platform I'd already had.”19:59-20:39
“If I write and start with a place of gratitude and start my day with writing everything I'm grateful for, and then maybe my wishes or my prayers. Then once I get through that laundry list of stuff, what's so interesting is a new level of inspiration will show up, and I'll start writing in the third person, which is so fun. It's so fun when my journaling takes that shift where I'm writing to myself, and it's almost like my inner self, or the self that has that wisdom or intuition is guiding me and telling me what to do.”Quotes
“I’ve always been fascinated by using data to predict performance.”
“For entrepreneurs and businesses, we have some pretty common metrics we use. But these non-profits and social sector organizations have to add another layer of metrics to the conversation: are they changing lives and changing circumstances?”
“I didn't find the product on the market that was solving the problem that I thought needed to be solved. So we built a product for the future.”
Links mentioned in this episode:
SureImpact website: https://www.sureimpact.com/
Measurement Resources Company: https://measurementresourcesco.com/
Connect with Sheri on LinkedIn: https://www.linkedin.com/in/sherichaneyjones/
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Aakash Shah struggled with allergies for years before finally finding permanent relief. Now he’s helping others access the same life-changing treatment–all from the comfort of their own homes.
Aakash is the founder and CEO of Wyndly. He holds BAs in Computer Science and Cognitive Science from the University of Virginia. After graduating, he helped found and grow several startups, two of which he saw through successful acquisitions. In 2020, Aakash joined forces with his cousin, Dr. Manan Shah, to found Wyndly: a 5-star online telehealth experience that provides convenient access to allergy immunotherapy.
From Computer Science to Telehealth
The idea for Wyndly began with Aakash’s own allergy issues. After being thrown around the healthcare system for years, none of the allergists he’d seen could fix the problem. The best solution they could offer him was to visit their clinic weekly for treatment.
Aakash’s cousin suggested a popular alternative in Europe, where doctors mailed their patients sublingual (under the tongue) immunotherapy treatment. It worked: Aakash experienced permanent allergy relief. He sold his wife and sister-in-law on the same regime, and when they had similar results, he knew there was business potential.
Wyndly now provides permanent, fully remote allergy relief. Their customers receive personalized treatment in the mail and unlimited access to their team of doctors via text message, chat, and email.
A Unique Business Model
When Wyndly launched in 2020, Aakash noticed two key marketing trends: first, people were more open to buying healthcare products online. Second, more people were self-educating themselves through video content. They capitalized on the first trend by providing a fully remote experience. As for the second trend, Wyndly’s TikTok videos average around a million monthly views.
A few years later, they’ve branched into other marketing strategies like SEO, paid ads, and email marketing. They also accept referrals from other doctors.
Wyndly’s business model is unique because most healthcare businesses are dictated by what insurance companies are willing to cover. Although Wyndly accepts insurance, most customers are happy to pay $100/month for permanent allergy relief. They also offer a compelling guarantee: try it out for six months, and if you don’t experience relief, they’ll issue a full refund.
Enjoy this episode with founder Aakash Shah…
Soundbytes
6:30-6:49
“This is just so much better that the world has to be experiencing it. And that was my shift into entrepreneurship, right? Once I realized that there was a big enough problem that I felt passionate enough about…there just has to be someone chasing after this.”12:58-13:20
“It's really important to know where your first 1-2,000 customers are going to come from. And a lot of times, people out there will say, ‘Well, try Facebook ads] or try door-to-door sales or this or that. And maybe those will be right. But you really have to sit down and talk to folks and try to identify where are your buyers coming from.”Quotes
“I built the medical experience I wish I had.”
“That’s probably the #1 way people become entrepreneurs, they see someone else do it and decide to take the leap behind them.”
“It’s really important to know where your first 1,000-2,000 customers are going to come from.”
“It’s important to understand who your specific customers are, and we did that by just sitting down and talking to them.”
Links mentioned in this episode:
Aakash’s website: https://www.aakash.io/
Wyndly website: https://www.wyndly.com/
Connect with Aakash on LinkedIn: https://www.linkedin.com/in/mraakashshah/
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If you want to grow your e-commerce or retail sales–or you happen to be a cigar lover–this episode is for you!
David Garofalo is the owner of Two Guys Smoke Shop, the largest independently owned and operated cigar retailer in the world. He’s also the host of The Cigar Authority Podcast and author of the book David vs. Goliath: How to Compete and Beat the Online Giant. David’s other business ventures include 21 Podcast Café, where he helps promote and market other small businesses, and United Cigar, a B2B cigar wholesaler and U.S. Distributor.
A Business Built to Last
David founded Two Guys Smoke Shop in 1985 and now has three generations of family who work with him. Aside from their brick-and-mortar locations, they also run a thriving e-commerce business.
Google and Facebook have made it difficult to run cigar advertisements, so David turned to podcasting. Over a decade later, The Cigar Authority is the longest-running and most listened-to cigar podcast in the world. It also grew their online sales exponentially–which saved the company during COVID-19.
Having survived both the pandemic and the 2008 recession, David’s mission is to pay it forward by helping other retailers survive tough times.
Stand Out From the Crowd
David’s biggest piece of advice for business owners is not to copy other brands. Find your own thing, whether it’s your customer experience, a new marketing angle, or the products you offer. When each business is unique, there’s room for everyone.
Another way to stand out from competitors is through great customer service. These days, quality service is rare, and people remember a positive experience–especially in retail. Online retailers can offer better pricing, free shipping, and the convenience factor, so you need to provide something they can’t: human connection. Give people an experience to remember when they come into your store.
Enjoy this episode with entrepreneur David Garofalo…
Soundbytes
26:32-26:48
“I started podcasting in 2010. Those were the days I had to show people, ‘Here’s what a podcast is’. No one knew what it was. I did that to help my brick-and-mortar retail, but what it really did was help my online sales.”32:41-33:20
“I went right to work, I didn’t go to college. I was actually pretty bad in school also. I was a C-D student. I tried, it was always A for effort but I couldn’t take a test well. I got into the cigar business, I became an expert as fast as I possibly could. That little cigar boom I told you about happened. And I got a call one day from Harvard University…and they said, ‘We’d like you as a speaker at Harvard University. I said, ‘You’ve got to be kidding me.’”40:32-40:56
“Don’t try to be me. Don’t try to do that, because you’re not going to be as good at being me as I am. So figure out another way to do it. There can be all kinds of restaurants down the street, they all make it. But if one is doing the exact same thing as the other, they can either split the business or one gets the crumbs from the other. You just can’t do it, so come up with your own thing.”Quotes
“You need to love what you do and be passionate about it, especially as a salesperson.”
“I didn’t go to college. I was actually pretty bad in school...but I got into the cigar business, I became an expert as fast as I possibly could. And I got a call one day from Harvard University…and they said, ‘We’d like you as a speaker at Harvard University.’”
“I’m going to help other retailers for the rest of my life. Because I’ve gone through tough times like everybody else has.”
“Do something different. Make a splash.”
“The people that say, ‘Dave you’re very lucky,’ don’t know me. They don’t know how hard I worked. Because luck had nothing to do with it. The harder I worked, the luckier I got.”
Links mentioned in this episode:
Visit David’s website: http://DavidGarofalo.com
2 Guys Cigars: http://2GuysCigars.com
The Cigar Authority: https://thecigarauthority.com
David vs. Goliath: How to Compete and Beat the Online Giant: https://store.bookbaby.com/bookshop/book/index.aspx?bookURL=David-vs-Goliath&b=c_bu-bu-bl
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Do you know the difference between a plan and a strategy? To reach your business goals, you need both. Today’s guest shares a new approach to growth strategy.
As the Founder and CEO of Demand Metric, Jesse Hopps has spent the last 18 years working with senior executives at many of the world's largest organizations to accelerate revenue growth with focused problem-solving. He’s on a mission to help 500 clients earn $500K+/year in semi-retirement doing growth strategy work. He is disrupting what he calls the broken growth model of the Strategy Consulting industry, which is largely controlled by Ivy League firms that are being increasingly questioned about the effectiveness and value of their services.
Demand Metric has served over 8,000 clients including Microsoft, Salesforce, Apple, Amazon, Fidelity Investments, US Bank, Verizon, and many more!
Building a Marketing Membership
Jesse and his partners grew a community of over 250,000 marketing professionals through SEO content marketing and email. Their goal was to provide a productized version of consulting through research-based, customizable tools. Today they have over 670 templates, including everything from case studies to marketing plan presentations, job descriptions, and CRM assessments.
A major turning point for the company came when they started content licensing with large organizations, first the American Marketing Association (AMA) and later the Association of International Product Managers & Marketers (AIPMM). Those partnerships put Demand Metric on the map as a credible brand and industry leader. Soon enough, more organizations began to reach out for research reports and custom content.
Plan vs. Strategy
Jesse’s mission is to disrupt the consulting industry by providing more value to the client. His approach is based on the book Good Strategy, Bad Strategy by Richard Rumelt, which focuses on challenges over goals.
Most business leaders base their strategy on goals: they want to reach a certain revenue number and they have a plan to achieve that goal. But you need a strategy to overcome any potential obstacles on the path to that goal. The first step is to get all the issues on the table that might prevent you from achieving your vision. Then, figure out which problems you need to solve to make achieving your goal inevitable.
Enjoy this episode with founder Jesse Hopps…
Soundbytes
12:46-13:20
“They taught me that if you’ve got emails and people that are engaged and a good audience, you can monetize this. I had no idea, that wasn’t what we set out to do in our business. It was always a subscription model, working with these associations. I said, ‘What do people pay for that kind of thing?’ They said, ‘We’ll give you $5,000 if you send this email out. I said that’s probably the easiest $5,000 I’ve ever made in my life.”24:13-24:39
“Anyone who’s been in consulting knows it can be very lonely if you’re an entrepreneur or solopreneur. So having a group of others, going through building their business, bouncing ideas off of them…We’ve built online communities before. It’s hard to get them really active and a great culture in a community, but this one kind of just took off on its own. I think mainly because there was a common purpose and vision for the group.”31:03-31:24
“The art of strategy isn't so much about setting big goals and then creating a bunch of disconnected initiatives around hopefully all these things added up will equal us hitting the goal. It's about getting all the issues of why you maybe won't hit that goal on the table and figuring out what would need to be true, what would need to be solved, in order to make achieving that goal inevitable.”Quotes
“Everything we’ve built has been based on request.”
“We take theory and turn it into simple, practical tools that are flexible and customizable.”
“There was an alternative way to deliver value to a big company that the big consulting don’t really do. The client taught me that there’s a lot of value in having someone work alongside of them and their team as a coach.”
“I want to disrupt the traditional consulting paradigm. I think the McKinseys of the world have been charging a lot of money for nice-looking plans, but a lot of them fail to get executed.”
“The art of strategy isn't so much about setting big goals… It's about getting all the issues of why you maybe won't hit that goal on the table.”
Links mentioned in this episode:
Demand Metric website: http://www.demandmetric.com
Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessehopps
Connect with Jesse on Instagram: https://www.instagram.com/jessehopps/
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If you want to scale your business for more profit and peace of mind, the solution comes down to one word: systems.
Ernesto Mandowsky is an expert in designing systems that grow with you. As the founder of The Million Dollar Machine, he helps scaling service providers design systems to improve revenue, retention, and peace of mind. His mission is to democratize business transformation tools. Ernesto shares his insights on Million Dollar Machine Media across Spotify, Youtube, and LinkedIn.
The 6Ps
When it comes to designing systems for your business, Ernesto recommends looking at six core pillars:
Priorities: How do you set goals for your company? People: Who do you want to develop key relationships with? Products: How are you delivering your products and services? Promotion: How are you communicating with your audience? What type of content are you creating? Playbooks: What checklists, processes, and SOPs do you need? Planning: What are your daily, weekly, monthly, quarterly, and annual planning cycles?The Power of One Offer
The biggest challenge that service providers face is having too many offers. Ernesto recommends focusing on just one or two core offers to avoid stretching yourself too thin. When deciding what your core offers should be, consider how much time and money it costs to deliver each service.
In Ernesto’s business, he’s worked on projects anywhere from $500 to $45,000, but his sweet spot is $3,000-$10,000. Projects in that range provide the best time for money value. For most service providers, Ernesto recommends aiming for the $10,000 mark.
When you think you have a great offer, ask yourself how it will expand your capacity for growth. Will it save you time or make you more money? How many clients do you need at that price point to reach your revenue goals?
Enjoy this episode with Founder Ernesto Mandowsky…
Soundbytes
3:44-4:24
“In my late teens, I said how can I bring people together, specifically my friends from school. We’re from Miami and used to throw a lot of parties in these warehouses. And I said, ‘When I become a senior, I’m going to throw a party that’s 10x better than the parties I was going to.’ And lo and behold, skip the details, but I rented out a club at the Hardrock Hotel here in Fort Lauderdale…and managed to bring 2,000 people to this venue and make $30,000 in revenue in one night.”Quotes
“My magic was around creating a five-star experience to help entrepreneurs change, grow, and adjust as their business is scaling and evolving.”
“I try to help people think: ‘What is a $10,000 offer?’”
“I’m making sure I’m taking care of my things I need to get done, so I can show up more excited for my community.”
Links mentioned in this episode:
The Million Dollar Machine: https://www.themilliondollarmachine.com
Connect with Ernesto on LinkedIn: https://www.linkedin.com/in/ernestomandowsky/
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A great customer experience is the difference between someone choosing to buy from you again…or switching to your competitor. Today’s guest will help you turn one-time buyers into repeat customers through a powerful experience and community engagement.
Jess Cervellon is the Founder of Open Late Collective, an agency blending brand strategy, insights, CX, and digital marketing. As the former Vice President of Customer Experience at Feastables, a $100M+ chocolate venture founded by YouTube superstar Mr. Beast, Jess is laser-focused on crafting unforgettable customer experiences. She’s become a go-to expert in creator brand strategy and end-to-end customer experience.
Mapping Your Customer Journey
At their cross-disciplinary agency, Jess and her team help clients with everything from positioning and messaging to content marketing and community building–but there’s one piece that provides the foundation, and that’s customer experience.
Your customer experience needs to be consistent and on-brand through every part of the process, from awareness to acquisition to conversion to post-purchase and retention.
Start with the awareness phase of your customer journey: what are your top-of-funnel awareness channels? Where are customers coming from? From there, look at how you’re going to turn that traffic into leads and sales (acquisition). Your website, messaging, and positioning all have a role to play. Jess recommends looking at each platform as a separate funnel, for example mapping out the journey your customers take on your website.
Building Community Around Your Brand
No matter what industry you’re in, community is an essential part of brand-building. You need to engage with your audience regularly, whether that means replying to comments and DMs on social media, activations in retail, or hosting pop-up events to spread brand awareness.
For newer brands, start by building your email list, even if you already have a large social media following. Remember that you don’t own your followers’ contact information. Try to cross-pollinate as much as possible, sending people from social media to your website and vice versa.
Enjoy this episode with customer experience expert Jess Cervellon…
Soundbytes
7:57-8:16
“Customer experience is really important and thinking about customer experience as not just support, but thinking about your customer experience from everything from awareness to acquisition to conversion to post-purchase. Every portion of that customer’s journey is so important and you need to bleed your entire brand identity through that customer experience.”Quotes
“We want to help brands be informed by data, not just gut feelings.”
“I know my bread and butter is the creator world and CPG world and I want to help people within those realms. I don’t want to take on additional things that I can only half-ass. We only operate at 110.”
“Everyday is different and it’s all about asserting different boundaries.”
Links mentioned in this episode:
Open Late Collective: https://openlatecollective.com/
Connect with Jess on LinkedIn: https://www.linkedin.com/in/jess-cervellon/
The Juice with Jess Podcast: https://juice.kustomer.com/
Feastables: https://feastables.com/
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
In Part 2 of our conversation with Joelle Flynn and Sonia Hounsell, the Co-Founders and best friends share valuable advice for women launching product-based businesses.
Sonia and Joelle did not plan on breaking into the oral care industry, but now they’re seasoned experts. After Joelle came up with the brilliant idea for a reusable 2-in-1 toothbrush and toothpaste combination, she partnered with her friend Sonia Hounsell. With experience in product development and marketing, Sonia was prepared for the long haul of bringing a product to market and growing a brand.
Joelle Flynn and Sonia Hounsell officially launched FunkkOFF!® in 2021, eleven years after the idea’s original inception. Designed with women in mind, FunkkOFF!® TeethRefreshers® are the only 2-in-1 toothbrush-toothpaste beauty essential that is reusable 30x to keep your smile fresh & white. TeethRefreshers® come in multiple colors and easily fit into a purse, backpack or jacket pocket for an on-the-go refresh. Their products contain no fluoride, BPA’s, sulfates, or dyes.
After Sonia and Joelle recently appeared in an episode of Shark Tank, they received a major financial investment and were able to grow their inventory and marketing exponentially. FunkkOFF!® has been featured in Travel + Leisure, the LA Times, NBC, Real Simple and ABC.
The art of business partnerships
People often ask Joelle Flynn and Sonia Hounsell what it’s like being in business with your friend. Their answer is encouraging: It’s great, as long as you stick to your strengths.
In the early days of their business, Sonia and Joelle had to do everything together. All decisions were made with each of them weighing in, and they collaborated on every project. It was a whirlwind time, and each of them were raising young children as they made it happen.
Once the business got off the ground and began to gain momentum - and after they appeared on an episode of Shark Tank - Sonia and Joelle began to clarify their independent roles more explicitly. With an increased workload and ever-growing online brand, it was time to divide tasks according to their respective strengths.
Ever-supportive of one another, Sonia and Joelle decide who does what by looking at one another's natural capabilities. The Co-Founders give us a valuable lesson in supporting one another and respecting the innate abilities of different members of a team. Especially at the executive level, it’s essential to stick to what you’re good at.
Women supporting women
The episode of Shark Tank did a great job highlighting their business. However, it left out something really important: How supportive the sharks are for women entrepreneurs on the show.
Just a few decades ago, women in business did not have access to the same opportunities as men had. Now, investors and serial entrepreneurs are stepping in to bridge the gap and help give women a leg up.
Sonia and Joelle raved about how kind the sharks were as they pitched and explained their business. Sonia says - what didn’t air on tv was their genuine support.
After the sharks initially said no to Sonia and Joelle’s offering, they were stopped on their way out the door - and offered a financial boost in the form of $250,000 from Robert Herjavec. As he put it, his wife Kym would love their product.
Take advantage of resources
Whether you’re launching a product or service-based business, Sonia and Joelle have a piece of insight for you that you won’t want to miss: Take advantage of every free resource you can.
During the process of designing and launching FunkkOFF!®, they took their time to seek out free or inexpensive services to support their goals, starting with their product design. Upon contacting professional product designers to help them create a prototype for the TeethRefreshers®, Sonia and Joelle discovered that product design consultations are usually free. The consult came with numerous pieces of advice that ultimately helped them succeed.
Not only did they receive a free consultation with product designers - the Co-Founders were overwhelmed with how many resources were available to help women launch a business. They discovered grants, investors and professional consults with skilled entrepreneurs available to women looking to become Founders and build their brands.
Ask yourself - what resources are available to help support you? Who could you approach for encouragement and support as you bring your ideas to life?
Enjoy this useful and encouraging episode of The Business of You, featuring Joelle Flynn and Sonia Hounsell.
Soundbytes
Sonia
20:13 - 20:52
“20 or 30 years ago, a female entrepreneur was at a disadvantage. Today we’re really lucky. Joelle and I both have daughters - I really am hopeful that in 10 to 20 years, when our daughters are potentially entrepreneurs - that it’s gonna be exponentially better. That’s part of the reason we do this - for our kids, to be role models and break barriers that have been breaking since we were young but still have a ways to go.”Sonia
16:05 - 16:18
“Innovation is almost like the step in the door, but if you want to stay in the room, you have to have all the other stuff wrapped around it or it won’t have the opportunity you want it to.”Quotes
Joelle
“What wasn’t aired [on Shark Tank] was how totally supportive they were of women entrepreneurs. They were so kind. I wish that was shown more!”Joelle
“As with any founders of an organization, there is an evolution that happens. In the beginning, it was easy for both of us to do everything. We were together on everything. Then as we have grown, you just don’t have time. We have to divide and conquer. Division of labor is a really powerful tool.”Joelle
“We have to be a unified force. We talk a lot about priorities and we meet weekly to make sure we’re on the same page.”Joelle
“The numbers change and the vision grows, but the plan stays the same and we work equally as hard.”Sonia
“Whatever time or money you think it’s gonna take to get a product to market, multiply that by two…or ten. Things don’t go the way you planned.”Sonia
“The innovation of a product is the most important thing - to create the highest potential. But if you don’t have the packaging and branding and communication plan, it’s not going to matter. You have to connect with the consumer and make sure they understand the product.”Sonia
“We’ve made our own lane, at an intersection between beauty and oral care that did not exist before.”Sonia
“Someone can create a similar device, but no one is going to take away our brand or what we stand for. We’re 100% women-owned and that is very powerful. We’re all about being as natural and sustainable as we can. We give back. All of that wrapped up together helps create some protection for us.”Sonia
“You really do want to ask people what they think. More than friends and family, because they will tell you more of what you want to hear. Pressure test the idea. Talk to people who will tell you what they think. Do an extensive search on what’s out there and what features and benefits they provide. You want to differentiate.”Links mentioned in this episode:
Visit the website for Funkkoff at https://funkkoff.com/
Follow Funkkoff Leadership on Facebook at https://www.facebook.com/funkkoff
Follow Funkkoff on LinkedIn at https://www.linkedin.com/company/funkkoff/
Find Funkkoff on Twitter at https://twitter.com/FunkkOFF_
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
In this episode, we’re sharing a Shark Tank success story! These two Founders combined their strengths to turn the seeds of a great idea into a best-selling product.
Childhood best friends turned powerhouse entrepreneurs Joelle Flynn and Sonia Hounsell are changing the oral care landscape with their revolutionary on-the-go oral care brand, FunkkOFF!®. Designed with women in mind, FunkkOFF!® TeethRefreshers® are the only 2-in-1 toothbrush-toothpaste beauty essential that’s reusable 30x to keep your smile fresh & white. TeethRefreshers® come in multiple colors and easily fit into a purse, backpack or jacket pocket for an on-the-go refresh. Containing no fluoride, BPA’s, sulfates, or dyes, you can use the easy gel formula without concern over harsh chemicals.
Sonia and Joelle recently appeared in an episode of Shark Tank, and sharks bit - recognizing the incredible value of their product offering. FunkkOFF!® has been featured in Travel + Leisure, the LA Times, NBC, Real Simple and ABC.
At FunkkOFF!®, Sonia and Joelle believe in giving back. They are proud supporters of the Smiles for Everyone Foundation, providing free dental care to those in need, both at home in the U.S. and around the world. They also helped establish an Orange County chapter of Girls on the Run, encouraging girls to pursue their dreams.
Currently, Sonia and Joelle are rapidly scaling up operations at FunkkOFF!® with their flagship product and working behind the scenes on new product offerings to release in the future.
An idea starts with a problem solved
Joelle Flynn loves red wine. But she does not love what red wine does to her white teeth!
During a day of busy wine tasting, she packed a toothbrush and toothpaste in her purse to go from tasting to tasting. After a quick brush, she was applying her lipstick when she had the ultimate aha moment - realizing that there is no product for brushing your teeth on the go that is environmentally sustainable and reusable, all-natural and easy to use.
Working around the bulky and wasteful limitations of the current products on the market, Joelle stuck a toothbrush head on a chapstick tube and started taking it to product designers. With her first prototype created, Joelle partnered with her friend Sonia and they began methodically filing and receiving patents.
Now, Joelle and Sonia are glad they did everything by the book. Filing patents took years and tons of time and energy, but set them up to compete with other dental and personal care brands in the world market.
Combining strengths, combining forces
Joelle conceived the idea for FunkkOFF!® TeethRefreshers®, and she knew who to call - her childhood friend Sonia Hounsell.
WIth 30+ years in business, Sonia knew how to launch and market a product successfully. With Joelle’s ideas and Sonia’s eye for business, they believed they could become successful entrepreneurs. Despite their excitement, they played the long game, never losing sight of their overall goals.
As business partners, Sonia and Joelle work to complement each others’ strengths and combine their visions to grow their company. They are a shining example of knowing one another’s capabilities and highlighting their best talents in business.
A Shark Tank success story
When Sonia and Joelle were invited to apply for Shark Tank, they didn’t know what to expect.
Walking in with radiant smiles and glasses of red wine, they proudly proclaimed: “We all have funk…and we all need it off.” But the sharks did not bite right away!
Sonia and Joelle’s biggest obstacle had been money - to finance enough inventory to gain notoriety and market their product in the right places. But they never let the struggle get them down.
The entrepreneurs and friends endured an hour-long questioning session on Shark Tank about everything from their gross income to their investment to their product design. It was brutal and lengthy, but ultimately a shark bit at the last second. Investor Robert Herjavec decided to invest $250,000 to help them increase their inventory and successfully market their business.
Now, they have sold out multiple times and are working to scale their company. Enjoy this Shark Tank success story on The Business of You!
Soundbytes
Joelle
15:21 - 15:37
“We’re very proud. We’ve done everything methodically and thoughtfully. We know it’s not rocket science, but it’s our flagship product - the big guys did not figure out how to make something all-in-one and reusable like we did!”Quotes
Sonia
“At the end of the day, it is a lifestyle business to help people look and feel good no matter where they are.”Joelle
“I was loving my red wine - and my red wine loved my white teeth! It would turn them a funky shade of purple. I started to carry around a toothbrush and toothpaste in my little purse from winery to winery, brushing the purple funk off my teeth and heading to the next tasting. I was in the bathroom putting my lipstick on and I was like, why is there nothing quick, compact, and reusable to make it easy to use on the go?”Joelle
“I actually stuck a round spinning toothbrush head on a chapstick container and took it to product designers. Over about 8 years I filed 8 patents - to make it reusable and all-in-one.”Sonia
“I loved the name FunkkOff because it’s very memorable and ownable. There’s a lot we can do with it as far as building out the current product in addition to launching future products. We are currently working on more products to release down the road! People love to say it, and when they say it, they smile.”Joelle
“We actually walked in [to Shark Tank] with two glasses of red wine! You walk in and you want to be confident. There are a gazillion cameras, and they are really far away. Halfway through we just started answering questions. It was nerve-wracking and exhilarating. But it worked.”Joelle
“The sharks were really nice. They were intimidating but they’re real people - who wanted to learn about and understand our business.”Sonia
“With the airing of the Shark Tank episode, our business has taken on a new level of growth. We’re working through that. It’s opened up opportunities in the United States, Internationally and in different markets and distribution channels. We need to focus on scaling up that business first, then we’ll start adding new products to grow further.”Links mentioned in this episode:
Visit the website for Funkkoff at https://funkkoff.com/
Follow Funkkoff Leadership on Facebook at https://www.facebook.com/funkkoff
Follow Funkkoff on LinkedIn at https://www.linkedin.com/company/funkkoff/
Find Funkkoff on Twitter at https://twitter.com/FunkkOFF_
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Differentiation in business involves embracing your unique strengths, experiences, and passions to create a distinct value proposition that sets you apart from competitors. It’s not about being different for the sake of it but authentically showcasing what you uniquely bring to the table.
Understanding your market and analyzing your competition is essential for effective differentiation. By comparing your strengths, experiences, and positioning to those of your competitors, you can identify what makes your business stand out—whether it's a specific expertise, a unique customer experience, or a particular result you consistently deliver. Rather than fearing competition, use it as an opportunity to refine and communicate your unique value.
Effectively communicating your differentiation is crucial. Through branding, marketing strategies, or sharing your story, consistently highlight what makes you and your business special. This approach not only attracts your ideal audience but also helps build a strong personal brand.
Remember, differentiation is an ongoing process of self-discovery and expression that ultimately helps you zero in on the legacy you want to leave.
Quotes
“One of the things we spend a good amount of time on in the strategic process is really helping people understand how they're different. Different in their marketplace, different than their competitors, and different in a way that helps them stand out, not just from competition, but just stand out in general.”“Trying to be different and just being different are two very, completely different things. And I think the more we are our authentic and genuine selves, actually, the more different we are.”
“You are the biggest differentiator in your business.”
“You do have to look at your competitors, look at their experiences, look at their strengths, look at their positioning, to understand how you have to differentiate yourself.”
“I don't believe in fearing competition. I feel like there's plenty of business out there for everybody.”
“Our internal 13 year old self might hear that and get really freaked out by that, right? Because all we want to do in our teen years is fit right in.”
“We talk about soul a lot in this show, but really thinking about, you know, what is your purpose, and what are you here to do in this life that you're living?”
“In order to know where you're going, aka goals direction, you have to know who you are, and you have to reverse engineer the goal setting into impact.”
“Once you do get clear on what makes you different, you have to communicate that.”
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We're re-running our favorite episodes from The Business of You archives. If you missed it the first time, or just want to listen again, check this one out!
When Saima Rathor and Patricia Gallardo met outside their children’s preschool 15 years ago, they never could have imagined that one day they’d be founding a company together.
The two women struck up a fast friendship, and over a decade later they turned their shared passion for the transformative power of beauty products into EpicLight Beauty: a line of clean, multi-tasking products for women aged 35+ that break the standard mold of beauty.
EpicLight Beauty is inspired by Saima and Patricia’s rich Latina and Pakistani cultures. Their products address the changes in women’s skin, different ethnicities, and the beauty industry's perception of real women. The result is a celebration of women of all skin tones, ages, and skin types.
Since they launched last October, EpicLight Beauty has been featured in outlets like People Magazine, ABC News, and Beauty Independent.
Launching a Product-Based Business
After securing a product developer, manufacturer, and packaging company, Patricia and Saima started hitting the pavement – attending trade shows and making phone calls. With Patricia’s background in product development and Saima’s in finance, they made use of industry contacts and spread the word.
After a successful pre-launch campaign, they launched in October 2022. Initially, they sold direct-to-consumers online and through local pop-ups, but soon they opened an Amazon shop as well. As the company has grown, they’ve brought on help with their social media and now work with a team of influencers and content creators.
To avoid the pitfall that many product-based businesses fall into, Saima and Patricia have been careful to limit their skews. They focus on a select few products, all of which are multi-tasking and work for a variety of skin tones.
Building a Community Around Your Brand
EpicLight Beauty is entirely self-funded, which makes their growth even more impressive. From day one, Patricia and Saima prioritized building a community around their brand. Most of their marketing efforts center on the human connection and meeting their customers in person at pop-up events and tradeshows.
Their PR strategies have also focused on relationship-building. By reaching out to editors and making a connection, Patricia and Saima have been featured in major publications and even had their products featured in the Oscar's goody bag! They’ve also built a successful partnership with Erica Taylor, a well-known artist and educator in the beauty industry.
Many of Patricia and Saima’s industry connections and publication features have happened through word-of-mouth – something the founders credit to their network of fellow moms.
Throughout all their marketing efforts, Patricia and Saima reiterate how important it’s been for them to listen to their audience. Their tagline, “We see you because we are you” captures the heart of their brand.
Enjoy this episode with EpicLight Beauty Founders Saima Rathor and Patricia Gallardo…
Soundbytes
8:21-8:55
“As I got older, I realized I still loved makeup but I didn’t see myself represented in the brands. So that’s one of the things that led Saima and I to join in this process. I still see myself as a young, vibrant woman who likes to look good. I like to go out, I like to have fun, and I didn’t see that in the brands I was buying.”9:53-10:05
“We don’t have a lot of time anymore. Before kids, I could spend an hour on my makeup. Now it’s like, ‘What’s something quick I can carry around with me?’ We’re all about convenience these days.”22:41-23:02
“Of course we want to grow and become really big, but it’s more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That’s how we plan to grow.”Quotes
“It’s just the feeling that I get. I can have the worst day, and if I go and put on lip gloss that I love, it makes me feel better. It has an emotional impact.”
“All the press we’ve gotten, it’s been through talking to a mom friend. It’s been this amazing network of moms helping each other, helping us get in touch with Allure, People, and all these magazines. It’s been wonderful to see the power of the mom network.”
“We’re not in a rush. We can take our time, go slowly, and have it grow organically. But we’re doing it.”
“Of course we want to grow and become really big, but it’s more important to have an ear on the ground; listening to our friends and women of our age group, understanding what they want and what they want to see. We want to build more relationships. That’s how we plan to grow.”
Links mentioned in this episode:
Visit the EpicLight Beauty website: https://www.epiclightbeauty.com/
Instagram: https://www.instagram.com/epiclightbeauty/
Amazon: https://www.amazon.com/stores/EpicLightBeauty/page/A29CD316-5980-4C13-84AA-2DCC3C4014AE?ref_=ast_bln
Connect with Saima Rathor on LinkedIn: https://www.linkedin.com/in/saimarathor/
Connect with Patricia Gallardo on LinkedIn: https://www.linkedin.com/in/patricia-gallardo-547174b1/
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Crafting an exceptional customer journey, from the initial contact through every touchpoint to post-service interactions, is crucial for ensuring your clients' satisfaction. This holistic approach to customer experience is key to setting your business apart in today’s competitive market.
Your customer journey consists of several key stages: inception, selling, onboarding, service delivery, and offboarding. Each stage deserves careful attention to make sure your clients feel valued and supported. By truly understanding their needs and preferences, you can create a more personalized and effective experience that fosters long-term relationships and boosts customer satisfaction.
Consistency in brand personality throughout the customer journey is often overlooked, yet it’s vital. A consistent brand helps build trust and makes your customers feel more connected to your business.
By focusing on these aspects, you’ll not only meet but exceed customer expectations, driving positive referrals and contributing to your business growth.
Quotes
“Having grown up in the restaurant business and hospitality, I have always, always paid very close attention to the customer experience that we provide our web customers. And one of the things we've always done is make them feel like they're walking into a restaurant, even though they're working into a virtual office.”
“I think this is where a lot of businesses could differentiate, and the customer experience they provide could easily make or break them, since we're living in such a hyper competitive world.”
“Customer Journey for Dummies, it is the complete sum of experiences that a customer or client will go through when they're interacting with your company, and that starts before they're actually even paying clients.
“It encompasses every single touch point and stage that a customer passes through, from first becoming aware of your brand until they make a purchase, and also if they have to return something.”
“Even the way you continue to interact with them after the scope of work is complete is still part of the customer experience or customer journey.”
“We're not order takers in the web development world, we're really more partners, really invested in the outcome and growing that business or growing that personal brand, just as much as the client is.”
“Throughout the customer journey of working with us, we have teammates whose sole responsibility it is to check in with the client and to keep them on timeline, because timeline impacts budget, right?”
“There's also an offboarding time period for clients that are heavily engaged in the workflow, offboarding and then also continuing to cultivate the relationship and continuing to help them grow and establish their brands.”
“One reason why we send newsletters and we do this podcast is it's very much for our existing and past clients, just as much as it is for our potential clients. We want to keep supporting them and helping them to grow far into the future.”
“One common [mistake] is just not thinking about it. Another common one is not treating a customer the way you would want to be treated and really being very focused on yourselves versus what might be going on in that customer's world or role.”
“A lot of our clients are extremely busy during our own working hours, right? We have to be mindful of what their day to day is like, and also kind of tap in to understand where their overwhelm point is and be able to adjust accordingly.”
“We have these different points in our service delivery, really taking the time to map out every single touch point down.”
Links mentioned in this episode:
Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise by Horst Schulze: https://a.co/d/5rIyWeO
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You've probably heard that practicing generosity can make you happier…but did you know it can also affect your business’s bottom line?
Cynthia Kersey, recognized as one of the World's Greatest Motivators, is a sought-after speaker, and best-selling author of two books, Unstoppable and Unstoppable Women. Her remarkable 25-year career is not only marked by a client list of global powerhouses but is equally distinguished by her collaborations. As the Founder and CEO of the Unstoppable Foundation, Cynthia’s organization has empowered 500,000+ lives in 23 Kenyan communities.
A visionary in fundraising and philanthropy, Cynthia masterfully combines the universal Law of Giving and Receiving with practical business insights, showing how generosity not only fosters business and personal growth but also creates a life worth living.
The Generosity Prescription
There are four core elements of Cynthia’s generosity model: gratitude, generosity with yourself (self-care), generosity toward others, and the ability to generously receive.
When Cynthia dedicated a daily practice to each of those four pillars, she noticed an incredible shift in her life and business. She left her business to start the Unstoppable Foundation, experienced more happiness and abundance, strengthened her faith, and even attracted her dream partner.
To this day, Cynthia starts each morning with gratitude, writing a list of 10 things she’s grateful for and why. The self-care piece can include things like exercise or a spiritual practice. Being generous to others might mean giving more compliments, donating time or money, or simply looking for ways to enrich the lives of those around you. Lastly, being able to receive means you generously accept gifts and compliments–something that takes practice for most people.
Putting it into Practice
It’s scientifically proven that practicing generosity has a positive impact on your health, happiness, and relationships. But it can also influence your business and your bank account; companies that focus on enriching their customers’ lives outperform those who don’t.
Unsurprisingly, generosity is one of the core values of Cynthia’s foundation. Whenever they receive a donation, someone on the team calls to personally thank the donor. They also share reports on what the donation has made possible, so the donor can see the impact they’re making.
As a leader, the easiest way to create a strong company culture is to live into the values you set for your team–something Cynthia strives for everyday.
Enjoy this episode with Founder and CEO Cynthia Kersey…
Soundbytes
14:03-14:30
“When you live from a place–and it’s a mindset–of generosity, you don’t need to have a lot of vast resources, you don’t have to have a lot of wealth. It’s a way of being. When you’re looking at ‘I’m so grateful and I’m generous with myself and I’m generous with someone else, I want to be a blessing, and I generously receive.’ I promise you, you’ll feel like you’re living heaven on earth.”
21:56-22:32
“It doesn’t matter how high-performing you are, if you’re not giving to yourself, your cup is going to be empty. So when you really practice everyday, how do I support myself…and there are so many ways. It could be forgiveness, it could be love and kindness to yourself, accepting that compliment, giving yourself a compliment…just pick one and take ten minutes to look at, ‘How can I give to myself?’”
Quotes
“Running a profit is a business.”
“If you stop the flow of receiving, you stop the whole cycle of good.”
“Generosity generates the experience of heaven on earth.”
“When you start with gratitude, you’re receiving.”
“We live in a time where there’s a crisis of meaning. And it’s really one of the most important things people want in their life and their business.”
“There’s nothing more generative than being generous.”
Links mentioned in this episode:
Visit Cynthia’s website: http://cynthiakersey.com/
Connect with Cynthia on LinkedIn: https://www.linkedin.com/in/cynthia-kersey-52bb403
The Unstoppable Foundation: https://unstoppablefoundation.org/
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By focusing on the specific characteristics, pain points, and behaviors of your ideal customer, you can create impactful messaging that drives engagement and business growth.
While a target audience is broad, an ideal customer persona hones in on a single, detailed profile representing your perfect customer. Narrowing down your focus to this ideal persona allows you to create more effective messaging that speaks directly to their needs and challenges.
A helpful way to brainstorm your ideal customer is by reflecting on your best customers and identifying common themes among them. Conversely, consider your worst customers and why they weren’t a good fit.
One common mistake is not going deep enough into defining your ideal customer. When you go too broad, your messaging becomes generic, weakening its impact. Speaking to a broad audience dilutes your message, while focusing on one person makes it more powerful and resonant.
Regularly updating these personas, especially in response to significant market changes, is crucial for keeping your marketing relevant and effective. The power of making the customer the hero of your story lies in understanding and anticipating their needs, which ultimately helps build stronger connections and drives your business’s success.
Quotes
“An ideal customer persona is really thinking about your broad target audience and bringing it down to define one person.”
“We're taking that broad definition and defining it as one person.”
“How old is that person? What's their socioeconomic status? What's their average level of education? How many kids might they have? Where do they tend to live in the United States? What are their hobbies? What do they like to read? What do they like to listen to? Right? Those are just some questions to help you go much deeper into your broad target audience and define a customer persona.”
“I created ours, just to tackle the first part of that question, by actually thinking of who our best customers have been for the different things that we offer.”
“Once you have customers that you're working with, actually taking time to reflect on, you know, what made them a great customer, or even what made someone else not your ideal customer, you know, just write down all the different things that you notice”
“The biggest secret that I unearthed some years back is: we are often our ideal customer. Believe it or not, we're just a couple steps ahead of them.”
“So many times, people create businesses to serve the needs of themselves or a person just like them, that until you sit down and actually write out your ideal customer persona, you don't realize how similar you are to them.”
“Look inwards and think about where you were maybe a few years ago, before launching the business that you're launching, and thinking about who, who you were, what you were doing, and also think about what are the results you want to get for that person, because thinking about the results will help you better define their pain points, their challenges and why they're coming to you.”
“The biggest challenge is just not going deep enough, people tend to go broad. And what happens when you go broad is your messaging sounds very general.”
“If you're thinking about talking to a group of people versus talking to one person, specifically, your messaging isn't going to be as strong.”
Links mentioned in this episode:
Ideal Customer Persona PDF: https://buildmybrandid.com/wp-content/uploads/2024/01/biD_Ideal-Customer-Insight-Sheet_FINAL.pdf
Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller: https://a.co/d/feHZ3Eh
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Did you know that playing French music in a liquor store makes shoppers more likely to buy French wine? Sound has a real impact on our buying decisions and Jodi Krangle is an expert in how to use it to your advantage.
Jodi has been a full-time voice actor since 2007. She collaborates with global clients like Dell, Kraft, and Lindt, specializing in Brand Voice, Commercials, Corporate Narration, and podcast intros/outros. Her podcast, Audio Branding: The Hidden Gem of Marketing, has over 230 episodes exploring the influence of sound. She also hosts sound-related discussions in Clubhouse and serves as a judge at the International Sound Awards.
Creating Your Audio Brand
Sound is a powerful part of branding that’s often overlooked. When someone listens to your podcast or YouTube channel during their morning commute, it’s an intimate experience. That’s why it’s important to be intentional about your brand voice.
Just like any aspect of branding, consistency is key. Repetition creates comfort and familiarity with your listeners. You should also consider who you’re speaking to. Keep one person in mind when you’re recording (maybe your ideal customer avatar or a friend you feel comfortable with).
Tips for a Great Sound
If you have a personal brand, chances are you’ll need to be on podcasts, record videos, or speak at events. Jodi’s first tip for sounding your best is to rehearse until you sound natural and conversational (not like you’re reading a script).
Second, keep a photo of a family member or friend in front of you while you record, and remember that your tone changes depending on who you’re speaking to.
Consider investing in a signature sound for your brand. Create consistency by using it at multiple touchpoints: podcasts, live events, and social media. There are lots of free audio options available online in directories–just remember that if it’s free, there’s nothing to stop your competitors from using the same audio.
Enjoy this episode with audio branding expert Jodi Krangle…
Soundbytes
12:05-12:39
“I do think it’s a mistake. I think a lot of these brands could stand with having a unified sound over a number of years. Because remember, and I know you know this, the first time we experience a brand might not be the first time the brand has put that sound together. They might have had that sound for 10 years, but you’re experiencing it for the first time. You as the business owner may be bored with that sound, but if you’re still selling your product or service and people like it, why change what’s working?”Quotes
“You don’t want to change your branding too often, because they find familiarity and comfort in that.”
“Psychologically, what I love about sound and how it switches on our brain is it affects all of our senses.”
“Your environment has a big psychological effect on what you buy, how much you end up buying, and how you feel about what you bought.”
“Our buying decisions and our everyday lives are really affected by sound.”
Links mentioned in this episode:
Visit Jodi’s website: http://voiceoversandvocals.com
Connect with Jodi on LinkedIn: https://www.linkedin.com/in/jodikrangle/
Audio Branding Podcast: http://audiobrandingpodcast.com
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