so Rishi cup another loyal viewer when I think visionary I think innovator it’s
think visionary I think innovator it’s
think visionary I think innovator it’s easy to look at what everyone else is
easy to look at what everyone else is
easy to look at what everyone else is doing and do that can you share a time
doing and do that can you share a time
doing and do that can you share a time you found success innovating in
you found success innovating in
you found success innovating in marketing thank you I seen ya is she I’d
marketing thank you I seen ya is she I’d
marketing thank you I seen ya is she I’d say and one of the guys got here on a
say and one of the guys got here on a
say and one of the guys got here on a dish to market I’ll give an example a
dish to market I’ll give an example a
dish to market I’ll give an example a really example when I was in a start-up
really example when I was in a start-up
really example when I was in a start-up I had a really great rock star marketeer
I had a really great rock star marketeer
I had a really great rock star marketeer near water and this is where that when
near water and this is where that when
near water and this is where that when we’re in the cellar back to California
we’re in the cellar back to California
we’re in the cellar back to California in 1997 and my challenge it’s pretty
in 1997 and my challenge it’s pretty
in 1997 and my challenge it’s pretty crazy lowering no name company and I
crazy lowering no name company and I
crazy lowering no name company and I think the problem we’re trying to solve
think the problem we’re trying to solve
think the problem we’re trying to solve is when consumers called into that bank
is when consumers called into that bank
is when consumers called into that bank or telephone company verizon or AT&T you
or telephone company verizon or AT&T you
or telephone company verizon or AT&T you know they got passed around customer
know they got passed around customer
know they got passed around customer service was appalling I’m we created
service was appalling I’m we created
service was appalling I’m we created this great technology that allowed you
this great technology that allowed you
this great technology that allowed you to have a single view of the customer so
to have a single view of the customer so
to have a single view of the customer so anyway schools in for all these crazy
anyway schools in for all these crazy
anyway schools in for all these crazy 1-800 numbers they can actually be kind
1-800 numbers they can actually be kind
1-800 numbers they can actually be kind of consolidated and then the company
of consolidated and then the company
of consolidated and then the company could deal with you as an individual as
could deal with you as an individual as
could deal with you as an individual as a human being and understand the legal
a human being and understand the legal
a human being and understand the legal product relationships with that
product relationships with that
product relationships with that competition so literally look at the
competition so literally look at the
competition so literally look at the market may not said to they all said you
market may not said to they all said you
market may not said to they all said you know the challenge is how do we with
know the challenge is how do we with
know the challenge is how do we with income six weeks get on front page of
income six weeks get on front page of
income six weeks get on front page of things like Wall Street Journal or
things like Wall Street Journal or
things like Wall Street Journal or financial times and this was kind of
financial times and this was kind of
financial times and this was kind of free digital pre-internet what the
free digital pre-internet what the
free digital pre-internet what the internet was just going embryo and how
internet was just going embryo and how
internet was just going embryo and how did he do it he said right let’s connect
did he do it he said right let’s connect
did he do it he said right let’s connect ourselves back to what we talked about
ourselves back to what we talked about
ourselves back to what we talked about what are the issues that consumers
what are the issues that consumers
what are the issues that consumers really feel what is that frustration
really feel what is that frustration
really feel what is that frustration when is their anger what is their only
when is their anger what is their only
when is their anger what is their only when they’re hanging on for hours on
when they’re hanging on for hours on
when they’re hanging on for hours on these customer service calls and then
these customer service calls and then
these customer service calls and then they get passed around or they get given
they get passed around or they get given
they get passed around or they get given another one 800-number they’ve gotta
another one 800-number they’ve gotta
another one 800-number they’ve gotta call you know the anxiety and aggregate
call you know the anxiety and aggregate
call you know the anxiety and aggregate of customer service and then what we did
of customer service and then what we did
of customer service and then what we did at she was a really intelligent survey
at she was a really intelligent survey
at she was a really intelligent survey what we did you know it’s very simple
what we did you know it’s very simple
what we did you know it’s very simple low cost it costs we sort of ran the
low cost it costs we sort of ran the
low cost it costs we sort of ran the company on fumes which is a great way to
company on fumes which is a great way to
company on fumes which is a great way to kind of think mentally as an
kind of think mentally as an
kind of think mentally as an entrepreneur it’s not about spending big
entrepreneur it’s not about spending big
entrepreneur it’s not about spending big dollars so we did a really small
dollars so we did a really small
dollars so we did a really small customer survey got about a thousand
customer survey got about a thousand
customer survey got about a thousand people and then it was like a shock
people and then it was like a shock
people and then it was like a shock horror story
horror story
horror story you know what and then on the Monday
you know what and then on the Monday
you know what and then on the Monday after six weeks it was on the front page
after six weeks it was on the front page
after six weeks it was on the front page of the Financial Times in London and we
of the Financial Times in London and we
of the Financial Times in London and we got calls in brown course and you the
got calls in brown course and you the
got calls in brown course and you the thought leaders on this issue you’re
thought leaders on this issue you’re
thought leaders on this issue you’re absolutely right here on the money we
absolutely right here on the money we
absolutely right here on the money we want to talk to you so I think that was
want to talk to you so I think that was
want to talk to you so I think that was an example that was the end of the
an example that was the end of the
an example that was the end of the marketing area where is all about
marketing area where is all about
marketing area where is all about promoting and selling push it and now
promoting and selling push it and now
promoting and selling push it and now we’re in a different world it’s all
we’re in a different world it’s all
we’re in a different world it’s all about pullet being part of the
about pullet being part of the
about pullet being part of the conversation it would be so much easier
conversation it would be so much easier
conversation it would be so much easier now I said this on the last question of
now I said this on the last question of
now I said this on the last question of secrecy on when you are a master is what
secrecy on when you are a master is what
secrecy on when you are a master is what took three years three months years ago
took three years three months years ago
took three years three months years ago now happens in three days and through
now happens in three days and through
now happens in three days and through the power well you know what happens
the power well you know what happens
the power well you know what happens doing here with this around believe a
doing here with this around believe a
doing here with this around believe a really cool focused around seven
really cool focused around seven
really cool focused around seven entrepreneurs and inspiring them to
entrepreneurs and inspiring them to
entrepreneurs and inspiring them to really fulfill their dreams and pursue
really fulfill their dreams and pursue
really fulfill their dreams and pursue their passions it’s a great clarity
their passions it’s a great clarity
their passions it’s a great clarity great sense of purpose and I think that
great sense of purpose and I think that
great sense of purpose and I think that is is a I gave an example from 18 years
is is a I gave an example from 18 years
is is a I gave an example from 18 years ago but that’s still serve as well so
ago but that’s still serve as well so
ago but that’s still serve as well so the lessons learnt there is marketing
the lessons learnt there is marketing
the lessons learnt there is marketing dollars doesn’t solve any problems the
dollars doesn’t solve any problems the
dollars doesn’t solve any problems the real issues are what Evan said is
real issues are what Evan said is
real issues are what Evan said is marketing is not a kind of adjunct is
marketing is not a kind of adjunct is
marketing is not a kind of adjunct is called the business a Martin really
called the business a Martin really
called the business a Martin really should speak to all the entrepreneurs
should speak to all the entrepreneurs
should speak to all the entrepreneurs kicking off their businesses about what
kicking off their businesses about what
kicking off their businesses about what we need to do to meet customer needs can
we need to do to meet customer needs can
we need to do to meet customer needs can we actually connect the emotion for them
we actually connect the emotion for them
we actually connect the emotion for them to solve their problems and take the
to solve their problems and take the
to solve their problems and take the frustration out of their lives and they
frustration out of their lives and they
frustration out of their lives and they are having really simply and
are having really simply and
are having really simply and articulately in a very focused way and
articulately in a very focused way and
articulately in a very focused way and then relentlessly cheap to that focus
then relentlessly cheap to that focus
then relentlessly cheap to that focus hit the button in terms of what their
hit the button in terms of what their
hit the button in terms of what their issues are and how we solve their
issues are and how we solve their
issues are and how we solve their problems and then marked it and I think
problems and then marked it and I think
problems and then marked it and I think what we talk on this lab around how we
what we talk on this lab around how we
what we talk on this lab around how we market through social media and digital
market through social media and digital
market through social media and digital channels does that that is the way
channels does that that is the way
channels does that that is the way because you could be part of the
because you could be part of the
because you could be part of the conversation and throughout that
conversation and throughout that
conversation and throughout that conversation you know they’ll buy at a
conversation you know they’ll buy at a
conversation you know they’ll buy at a point in time when they’re ready to buy
point in time when they’re ready to buy
point in time when they’re ready to buy Evan what do you think my thought on
Evan what do you think my thought on
Evan what do you think my thought on this you know I think you can pull a lot
this you know I think you can pull a lot
this you know I think you can pull a lot just like a little curveball yes I think
just like a little curveball yes I think
just like a little curveball yes I think you should be an innovator and at the
you should be an innovator and at the
you should be an innovator and at the same time I think you can also pull from
same time I think you can also pull from
same time I think you can also pull from other industries I think to too many
other industries I think to too many
other industries I think to too many times you’re locked into here’s how to
times you’re locked into here’s how to
times you’re locked into here’s how to do things in
do things in
do things in in youtube world are in dancing world or
in youtube world are in dancing world or
in youtube world are in dancing world or in you know whatever business that
in you know whatever business that
in you know whatever business that you’re in where you can learn so much
you’re in where you can learn so much
you’re in where you can learn so much from other businesses and other
from other businesses and other
from other businesses and other industries and apply those lessons to
industries and apply those lessons to
industries and apply those lessons to your company and and that’s what makes
your company and and that’s what makes
your company and and that’s what makes you you because because you like League
you you because because you like League
you you because because you like League of Legends and because you like you know
of Legends and because you like you know
of Legends and because you like you know dancing salsa because you like surfing
dancing salsa because you like surfing
dancing salsa because you like surfing taking lessons from those industries
taking lessons from those industries
taking lessons from those industries that I’ve worked and applying it to be
that I’ve worked and applying it to be
that I’ve worked and applying it to be the first one in your industry to do it
the first one in your industry to do it
the first one in your industry to do it I take insane amount of knowledge fund
I take insane amount of knowledge fund
I take insane amount of knowledge fund league legends from baseball from music
league legends from baseball from music
league legends from baseball from music from things that I just love and that
from things that I just love and that
from things that I just love and that makes my business better where other
makes my business better where other
makes my business better where other people are industry don’t they’re doing
people are industry don’t they’re doing
people are industry don’t they’re doing the same thing to everybody else is
the same thing to everybody else is
the same thing to everybody else is doing and in an example one thing that
doing and in an example one thing that
doing and in an example one thing that helped lift my brand was the first big
helped lift my brand was the first big
helped lift my brand was the first big video that I made on YouTube that that
video that I made on YouTube that that
video that I made on YouTube that that blew up was around believed and I got a
blew up was around believed and I got a
blew up was around believed and I got a God of collaborate with me who did a
God of collaborate with me who did a
God of collaborate with me who did a bunch of motivational videos and nobody
bunch of motivational videos and nobody
bunch of motivational videos and nobody in the entrepreneur space and have her
in the entrepreneur space and have her
in the entrepreneur space and have her collaborate with him were done anything
collaborate with him were done anything
collaborate with him were done anything similar and I work with him because I
similar and I work with him because I
similar and I work with him because I liked his video and I was just watching
liked his video and I was just watching
liked his video and I was just watching for my own interest put it up on YouTube
for my own interest put it up on YouTube
for my own interest put it up on YouTube a bunch of people who I respected I
a bunch of people who I respected I
a bunch of people who I respected I showed it to and they said that’s too
showed it to and they said that’s too
showed it to and they said that’s too long it’s never going to work don’t do
long it’s never going to work don’t do
long it’s never going to work don’t do it that’s where the little man idea came
it that’s where the little man idea came
it that’s where the little man idea came from so that you’ve been trained to the
from so that you’ve been trained to the
from so that you’ve been trained to the channel that maybe when I was over a
channel that maybe when I was over a
channel that maybe when I was over a million views and that was my first big
million views and that was my first big
million views and that was my first big reader that took off and that was from
reader that took off and that was from
reader that took off and that was from taking an idea from a different industry
taking an idea from a different industry
taking an idea from a different industry in applying it to mine and so you’re of
in applying it to mine and so you’re of
in applying it to mine and so you’re of their interests are fuel for you it’s
their interests are fuel for you it’s
their interests are fuel for you it’s money for you take what you love about
money for you take what you love about
money for you take what you love about John Lennon who’s your favorite singer
John Lennon who’s your favorite singer
John Lennon who’s your favorite singer and apply it to your business because
and apply it to your business because
and apply it to your business because he’s already figured out a ton of stuff
he’s already figured out a ton of stuff
he’s already figured out a ton of stuff even though it’s in a different industry
even though it’s in a different industry
even though it’s in a different industry there’s lessons that can apply to your
there’s lessons that can apply to your
there’s lessons that can apply to your software company everything’s about this
software company everything’s about this
software company everything’s about this the heart that companies with a heart
the heart that companies with a heart
the heart that companies with a heart connecting with consumers with a heart
connecting with consumers with a heart
connecting with consumers with a heart it’s all about the emotion and being in
it’s all about the emotion and being in
it’s all about the emotion and being in the conversation all the time and
the conversation all the time and
the conversation all the time and creating the excitement and the blur
creating the excitement and the blur
creating the excitement and the blur between kind of business and saturation
between kind of business and saturation
between kind of business and saturation of life is is is gone forever so you’ve
of life is is is gone forever so you’ve
of life is is is gone forever so you’ve got to be there right in the
got to be there right in the
got to be there right in the conversation all the time and you’ve got
conversation all the time and you’ve got
conversation all the time and you’ve got to be found first and exceptional over
to be found first and exceptional over
to be found first and exceptional over the assailant it’s gotta be you gotta
the assailant it’s gotta be you gotta
the assailant it’s gotta be you gotta jump out a page and then from that point
jump out a page and then from that point
jump out a page and then from that point onwards have everything authentically
onwards have everything authentically
onwards have everything authentically consistent with what you’re talking
consistent with what you’re talking
consistent with what you’re talking about in terms of the message from a
about in terms of the message from a
about in terms of the message from a marketing right
marketing right
marketing right trot right through the service deputies
trot right through the service deputies
trot right through the service deputies got to kind of match that up and you’ve
got to kind of match that up and you’ve
got to kind of match that up and you’ve got to do with honesty and invariably
got to do with honesty and invariably
got to do with honesty and invariably you know and I know every business has
you know and I know every business has
you know and I know every business has things you gotta fix you got to be
things you gotta fix you got to be
things you gotta fix you got to be honest with those you I think it’s a
honest with those you I think it’s a
honest with those you I think it’s a much more excited business world we live
much more excited business world we live
much more excited business world we live in now than ever before I love that
in now than ever before I love that
in now than ever before I love that extension that you just took us down
extension that you just took us down
extension that you just took us down because a lot of people stop with the
because a lot of people stop with the
because a lot of people stop with the marketing where it has to go on to your
marketing where it has to go on to your
marketing where it has to go on to your product of your service right finishing
product of your service right finishing
product of your service right finishing that you have because people buy
that you have because people buy
that you have because people buy something based on the market and then
something based on the market and then
something based on the market and then they get the product and it sucks where
they get the product and it sucks where
they get the product and it sucks where that vision has to go through when I
that vision has to go through when I
that vision has to go through when I load up your software or when I load up
load up your software or when I load up
load up your software or when I load up your fashion magazine or when I come to
your fashion magazine or when I come to
your fashion magazine or when I come to your dance class I want to feel the lies
your dance class I want to feel the lies
your dance class I want to feel the lies that I got in the advertising and we
that I got in the advertising and we
that I got in the advertising and we don’t make that connection people are
don’t make that connection people are
don’t make that connection people are gonna they’re gonna drop and you’re
gonna they’re gonna drop and you’re
gonna they’re gonna drop and you’re gonna get negative word-of-mouth
gonna get negative word-of-mouth
gonna get negative word-of-mouth spreading so thank you for taking us
spreading so thank you for taking us
spreading so thank you for taking us deeper because I think a lot of people
deeper because I think a lot of people
deeper because I think a lot of people just stopped at the marketing and don’t
just stopped at the marketing and don’t
just stopped at the marketing and don’t realize that the product is also
realize that the product is also
realize that the product is also marketing the service is marketing how
marketing the service is marketing how
marketing the service is marketing how you deal with your customers Marty
you deal with your customers Marty
you deal with your customers Marty emotions much mr. company
”
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