Good morning. Thank you for doing this. I appreciate it.
yes, so I run a couple software companies that was ostensibly my major in college, but I don't really know how to program
and my minor was philosophy and
learning how to think
So it's an interesting combination.
a blue nose these marketing experts marketing
40 in a liter
marketing uniform APK
probablemente
marketing this morning
Well, so, you know, there's a Revolution going on. The first one was the Industrial Revolution. How do we make stuff?
second was the second the first computer Revolution, which was
using computers to do math to make things better produced the third one was
internet connection Revolution the idea that databases could
Bring us together from thousands of miles away, but that fourth one.
The marketing Revolution, which is it each of us.
running Factory
Has the ability to reach influence?
change
a billion people
and some people
Are using this unethically they are marketing.
people they're spamming they're taking their bullying and
It got to the point where some people believe that's all that you can do.
That's not all you can do. There's an alternative.
Are there alternatives to Market with people?
Instead when you mark it with people.
And what you're doing is you're doing it for them.
Not at them.
and that is
in other words
It's teaching.
It's being generous. It's holding the door open for someone else cuz they have some place they want to go.
And we can learn to make things better by making better things.
That's a contribution. I'd like to help.
equine wobblers in marketing College
El doctor de las ventas
How do you say I looked up is Arizona State University in America?
I was kidding. This is how old.
Is the Cindy local Moon, Tarot?
Yeah, and you know empathy.
Practical empathy is required.
And it turns out that this is a worldwide ability. There are plenty of people in Mexico and Latin America who are great.
At being able to see the other.
Understand who they are.
What they believe what they want what they need.
The answer isn't to insisted they are wrong.
Annotation what we want?
The answers today.
If that's what you want and I can help you get it.
Here I am right soap YouTube Ryan's point.
About the doctor thing is a lot of sales people shake their head at that.
When it comes time to recommend your competitor, they don't do it.
You're not really being a doctor I give you go to knee surgeon and you have a bad cold.
Any surgeon will not say I'll give you surgery anyway.
right well
sales people in marketers need to get
Find humility to say this.
Woman down the street who can help you with this.
Because that's how we are in Trust.
And that's way more important in closing a sale.
Internet is supreme. Air Canada communication is a paramedic.
And then do not fantastic araminta pillowcase.
Well, let's understand social media.
does not cause
someone to succeed
social media is a symptom if someone has succeeded so for example
The Mona Lisa the painting has a huge presence.
online
Millions and millions of pictures of the Mona Lisa, but she's not busy Tweeting or instagramming. She has a present online
because she was big before the internet.
Right so you don't.
Make a difference because you have a lot of Instagram followers. You have a lot of Instagram followers cuz you make a
difference.
And so we got to get out of this idea that we are a pain in the ass in the Facebook game. And how do we play that and it's
dead say
given opportunity to make things better
And Facebook might reflect that.
I would recommend Fiona Zelda miconsulmex St. Francis by the Galleria Market Indian princess.
It's clearly. And it's not just because it's a blimp.
That's not on the path.
path is
SunTrust
Use that trust to create the tension of forward motion.
how to make things better
well
If you then take money.
Because you got to pay the rent and then you spout off about something that you had took money for.
The trust isn't going to last very long.
And marketers are starting to understand you can't possibly pay influencers.
properly
In a way that scales.
That will grow their business. And yeah, there's a long history of giving celebrities free handbag. So that people will
see Jennifer Aniston with a hand back, but that doesn't work at the scale.
4000 people
and pay them
to talk about fluffernutters
because
$2,000 a person that date million dollars. You can't sell that many fluffernutters.
DeSoto tambien
Yeah, so here's what we know.
Did every situation before we say yes to something new?
We get nervous.
So those are beautiful glasses but in the minute before you said, yes, I'll buy them.
You weren't happy you were tense.
Because what if I don't look good in them, what if they cost too much what if people so that's what we always wondered
before we move forward.
Have you as a marketer show up and expect a standing ovation with your change?
It's not going to happen.
Are you as a marketer show up people are tents and you have to create that tension if you want motion to happen.
where to embrace the fact that that's what we do for a living
What we do for a living said you were happy till I got here.
a noun describing a different future
And before you say, yes, you have to become unhappy.
with the present
Because if you're still happy with the present, why would you say yes to my chain?
And so what we do?
Is in service of the people who will thank us later.
We create tension today.
No podemos, Sin Bandera Bandera Todo. El Mundo in Toledo. This is marketing Outlaws constantemente attendant is so when
the impresario
That's right.
So that means like I'm looking at the bookshelf behind you you have best selling books behind you from famous authors.
Do a rounding error.
No one has read those books is 0.
There's six billion 7 billion people on earth.
And none of those books has been read by 3 million.
What is 1 out of 2000?
Right. So when you sit down to write a book you say oh you only one out of every 2000 people's going to read this.
No one is zero. Okay, so you got to pick your zero.
Which is the tiny little group?
Are you going to Delight?
The rest of the market is here anyway, but if you try to write for everyone.
But no one's going to engage with it. So what we get to do if we get to pick.
By the people we seek to serve.
And willingly ignore everybody else.
And we have to get out of this mindset that were Mass marketers cuz Mass means average average doesn't work cuz average is
invisible.
No podemos intentar benderly a Todo El Mundo in this is marketing in Sports Marketing hablas de constantemente.
No es para TI.
imperialism
Related no, no, no. No what happens when there's a full Moon Dough eating lizard nicklen.
You're not going to be seen until you see.
When you see the other.
You will know what she wants. You will know what he needs. You will understand their fears in their dreams than and
desires and when you show up to 10 of those people.
Just 10.
this
I made this.
Vagal? Yes instantly
instantly
And then they tell the others.
is marketing
As long as I don't know conserve Golden Eagle marketing is marketing.
What is a game?
David Gilmour Panorama in green 17th Amendment and internet
I don't I don't think it's fair to say.
They're not on the internet. I think it's fair to say they don't have a website where they sell things to people.
Right, that's different.
So if I'm a small business in Guadalajara.
I have
500 customers in my email bass I have.
I need direction with people.
And that's enough.
It's enough because instead of finding more customers for my products. I can go find products for my customers.
It means that there are really 500 people who look forward to hearing from you my weekly email newsletter.
I can write them all a note and I can say I'm thinking of carrying sardines.
If you would want me to carry sardines, let me know.
Right. So now the little store on the corner.
Yours by text back from
20 of the people sardines wheel of sardines
That's different.
Nobody big sign up in front of the stores and we have sardines.
Right. So the idea permission marketing goes back all those years. It's not.
How do I get found on Google?
It's for the people. I've already earn trust.
How do I whisper to them?
So they ask for more.
Ayunda meant to live around Raleigh rock climbing dress Emoji Simone de porque La Gente compra Carro.
It's not the Super interesantes a timer for kids if you're going to make us.
Sinembargo La Gente compra Carro de comprar Carro. Let me start with this one status has nothing to do with money.
status has to do with
Who is Dom?
Who gets to go first?
So, you know, there's one lane of traffic.
Other two car two cars coming toward Atlanta traffic.
Who gets to go in front of the other car?
Got the status thing right that it's a status thing when you go to a meeting who gets to sit at the head of the table.
And it's a status thing about what does it mean that you don't have to look like you're trying?
Are you still succeed? Well, that means you have more status.
So one way we express our status is by buying things with money.
because if you show up in your you have the new phone your status is higher for why that means nothing but it still
what we keep score of
so when people buy something
If they have enough to eat and they have a roof over their heads.
Everything they bought is cuz they want it not cuz they need it.
And what we want is the thing.
We also want the way the thing makes us feel.
We also want the way other people will feel about us.
Because we have the thing.
so
Are there headphones that you could be wearing that are cheaper than those? Yes. Are there ones that we more expensive?
Yes. Why did you buy those? They don't sound the best by any measure.
It's because they fit.
Who you want it to look like when you look in the mirror?
Did they raise your status for a certain person in the certain way but for a different if we were on a radio show and I
was young Rick Rubin.
I'd be senior low status cuz those aren't fancy producer headphones.
Took different people measure different ways of having status. So goes back to our idea of the minimum or smallest Bible
audience. You need an audience so small.
They all measure status the same way.
And then you bring them something.
That's a bargain.
Compared to the amount of status they get from it.
Oh, that's almost Orlando.
nwmls
End of this is it, como se Cura una Marca de Marca personal.
you just have to
Jay Levinson taught me this. I don't know if you talked to Jay. He's passed away just a couple years ago.
You don't change your brand.
Your luck your logo.
When you're tired of it.
You don't change it.
When your employees are tired of it?
You don't change it when your spouse is tired of it.
Change it when your accountant.
Is tired of it.
so
The thing is it's not that difficult.
To show up in the world in a way. That's noteworthy.
It takes effort to keep doing it.
Right, so I shaved my head when my dad got sick.
25 years ago
I could have let my hair come back a little bit.
but I kept shaving it because
That was the look when I finally needed glasses. I said, well I bought clear ones. So I wouldn't look like eyeglasses and
that wasn't me so I found these.
And this is it and sometimes I wear the glasses for fun, but this is my uniform.
and I don't
Get pleasure out of putting on yellow glasses everyday. It's the uniform.
And so it's not just how you look that sort of trivial.
If you say you're going to block every day blog everyday.
If you want to make this generous podcast about books while you're making it.
Keep doing it. Keep doing it. Keep doing it cuz there's a dip and you can get through to the other side.
South Carolina concerts Goulding about Anderson or liberal. This is marketing in Sports Marketing.
I know they they did Emma super in Tierrasanta.
allowed
It's 7 in restaurant in west row in Italian.
Nessa diab
Find the Escape.
Kalispell ballet beautiful
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highest a group of Arizona
inositol
What's up, first? Let's get clear about three terms.
a spinner
freelancer bootstrapper
Usually uses somebody else's money.
to build a business bigger than themselves
Where employees do most of the work?
And they could sell it.
That's how you build an Enterprise.
Freelancers
We get Pedro we work.
It's our work.
It doesn't scale.
It's just a job without a boss.
and bootstrappers
are people
Who use their customers money?
To build something that serves their customers.
And they own the whole thing.
sup
If you can figure out.
For example from Kickstarter or something like that how to find your fans?
So that your fans send you money in advance?
You can start.
Without a bank loan because your customers paid you cuz they want that thing that they're going to get right.
My advice to people in the group you're talking about once you see these three pass.
Is to stop imagining that you have to build Facebook.
Google or Groupon
and instead
Have a garage sale.
Go around the neighborhood.
Go to 20 people and say if I sell your stuff your junk.
Can we split the money?
Collect the best junk from 20 houses set it up in front of your house on a Saturday.
Sell it for $1,000 pay your neighbors $500.
you're not spinner now your boots. Borax at your bootstrapper and
begin
Should we begin like I used to sell snacks door to door?
That's how you begin.
and
Perfect is the enemy of good right now. You need good.
The Defenders
Did Kendall papel picado por que? No estan vendiendo Como esperaba?
Make something better.
That if it's not looking good it's because people don't want it enough and the reason people don't want it enough isn't
cuz you're not yelling at them enough.
Is because it's not irresistible enough and the reason is not irresistible enough that you're not being specific.
If you're being specific and created something extraordinary.
for just 10 people
They would bang on the door to get it.
But you're probably trying to make something average for 10,000 people.
And so is everybody else?
Is it good being selfish? Don't do that be specific.
Grupo de personas que El Paso and prices
Daniel 7. Delete a contact on eBay
When you began?
It was new.
offend you
to have to innovate
But then it started working. So great. Now I can sit back and just have a job.
Competition shows up the world changes, so you have to go back to acting like you're starting over.
If I kept trying to sell.
All marketers are liars or the dip over and over and over again.
Of course my business would start to slow down.
I'm in the business of being on the front end of the frothy surf.
You're probably not in the very front then but if your business is slowing down your audience to saying to you.
What else?
Where are we going to take us next?
And the answer is not.
Please I work really hard in this by it again.
the address to say
how the world has changed
How am I going to change?
Yes or no is Porque el mundo cambia?
Exactly. That's exactly what I need is a great place to wrap this up.
The idea is simple.
It doesn't matter where you live.
It doesn't matter what you do.
If you've got this keyboard.
You now have the leverage to serve other people.
You should go do that.
Estamos en libros para emprendedores el podcast de libros de Niro.
desert clothing
I love the war of art by Steven pressfield.
the art of possibility by Ben Zander and Roz Zander
the Republic of Tea
Which is hard to find but worth reading about an entrepreneur's Journey.
Is building a company?
that is written by the
People started Banana Republic and the person who started the company called the Republic of Tea.
That's a great book.
I am really fond of all of all of that. Bernadette G was books.
She's in Australia. She's easy to find online Bernadette. Jiwa. And if you haven't read the Tom Peters seminar.
And the pursuit of wow to really old Tom Peters books.
I strongly recommend those as well.
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