During the third quarter of the All-American Superbowl in 1984, Apple Computer released a commercial that spoke to the direct truth of why people buy products and services in the first place – Because they believe in what that product/service represents. In our modern era of fast-paced, advertisement-fed and profit-centered business practices; the human touch is becoming increasingly rare.
When Apple released their brilliant “1984” promotion, they had one thing in mind: Setting themselves apart from mainstream business advertising in the form of a message that spoke directly to the heart of its listeners. The video (see below) portrays a state of affairs that is gray, dull, and lacking of free thought, art or imagination. The creative spark of the human mind has been supposedly exterminated, and an entire populace has been transitioned from free-thinking, independent human beings into dull, mindless zombies – All of whom are forced to conform in order to simply survive.
And this is where the point is truly made…
A young woman; wearing vibrant white and red clothing, is seen sprinting through the deafening sound of pure nothingness, through the darkness and lack of feeling – Through the crowds of people who stand idly by, emanating the prisoners that they have become. With a burst of passion, she throws a sledgehammer across the room into the screen of a man that represents this state of affairs – Conformity, lack of passion, death of the human soul, etc.
With a sudden burst of light, all are awakened; and the screen blacks out to an image of the Apple Computer logo and the voice of a narrator announcing the launch of “Macintosh.”
In this video; the masses of people standing idly by and doing nothing except conforming to a wretched and depressing world represent (to me) the modern era of business. An era where profits are seen as the number one priority in every business exchange, and people are thrown to the sidelines in the pursuit of profit rather than people. The woman in vibrant red and white represents Apple Computer – The changemaker, the rebel, the revolutionary! With one sudden burst of light, the entire world would be revolutionized – And it was.
In a general meeting discussing the Macintosh, Steve Jobs is quoted as saying:
“1981 – Apple II has become the world’s most popular computer, and Apple has grown to a 300 million dollar corporation, becoming the fastest growing company in American business history. With over fifty companies vying for a share, IBM enters the personal computer market in November of 1981, with the IBM PC. 1983. Apple and IBM emerge as the industry’s strongest competitors, with each selling approximately one billion dollars worth of personal computers in 1983. The shakeout is in full swing. The first major personal computer firm goes bankrupt, with others teetering on the brink. Total industry losses for 1983 overshadow even the combined profits of Apple and IBM.It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, after initially welcoming IBM with open arms, now fear an IBM dominated and controlled future and are turning back to Apple as the only force who can ensure their future freedom.IBM wants it all, and is aiming its guns at its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?”
The legendary sociologist and leadership scholar Simon Sinek once said “Great leaders would never sacrifice the people to save the numbers; they would sooner sacrifice the numbers to save the people.” This is what it truly means to revolutionize an industry based on the idea that great products and great service come from the heart of a company, not the profit margins.
In 1984, Apple Computer revolutionized the world. In 2019, Reticence Marketing will revolutionize an industry – Not because of our own self interest, but by the growth of our clients and our partners.
Apple Computer started in a garage, Reticence Marketing started in a basement. Companies aren’t valued by their beginnings, but by the great work they do and the way in which they go about it. It’s time to change the way business is done in the 21st century – It should always be about people, not about profits.
Never stop dreaming, never stop believing – #DaretoDream!
One of the best ways to maximize your business’s production is to ensure that all of your employees are on board. This is a team effort, after all. However, your employees won’t be invested in the business if there is no engagement. Here are four tips to do just that.
Providing employees with the promise of incentives can motivate them to work harder. The way incentives operate is that it causes people to be more committed to goals that they are supposed to reach. Incentives boost the morale of employees by showing them that their work is appreciated. Actually showing them a reward of some kind for their work reinforces that they are a valuable part of the team.
Something else you will have to consider is the culture that will be created. If there is a culture where employees aren’t getting appreciation, or if there is a lack of transparency on a part of management, you can rest assured that there will be a decline in production. Without a productive culture, your employees will not be engaged and may look for employment elsewhere.
When employees speak to their bosses or management, they may feel as though they are speaking to the president. They do not feel as though their words, complaints or concerns will be adequately heard, and they are fearful that the communication will not be mutual. You may be hearing what they say, but if you aren’t listening and acting, employee morale will assuredly suffer.
Increased communication can make for a better workplace culture and provide more employee engagement.
A generous package of benefits and perks are essential for not only engaging your talent but retaining them. It’s always easy for an employee to jump ship whenever they find a job with more benefits. Offering benefits indicates you respect the talent and skill your employee brings to the job.
If companies want to attract and retain top-tier talent, competitive and desirable benefits should be honored to incentivize your employees to stay. Neglect that, and their motivation will collectively go down.
As you can see, there are many ways that you can engage your employees. Consider these tips, and you will be able to compile a team of productive and motivated workers. Make sure you recognize their worth.
The lobby at your workplace or office may not be where your employees spend the most time during the day, but it’s the first impression that you make on visitors. Lobbies are where your clients or partners will arrive for meetings or appointments, making it necessary to create a space that has a high level of appeal. When you’re ready to makeover the lobby, there are a few tips to follow to ensure that it impresses your guests.
1. Show Your Services
The lobby is an area where guests often wait for appointments and where they will likely spend some time taking a close look at their surroundings. Make it a point to show your visitors what your company offers with its goods or services. You can make use of your visitors’ time in the space by educating them about what you’re trying to sell and about what makes you stand out in your industry.
2. Present a Professional Appearance
When guests enter your office for the first time, they either subconsciously or consciously want to be convinced that you are an expert in your field. Minor details in your lobby can have a major impact on their perceptions of your services. Overflowing trash cans, a disorganized reception desk, or an unprofessional, slobbish security team can devalue a million-dollar lobby in the eyes of potential and current customers. OPS Security Group sums it up with, “Your front desk security staff should represent the brand image you envision for your property.”
3. Create A Comfortable Seating Area
CPS Interiors reminds, “If you would like your customers to feel comfortable when they enter your office, the right seating area is an excellent place to start.” You’ll want to create a comfortable seating area where your visitors can relax as they wait. Use upscale furniture that is modern and that represents your company. The type of furniture that is used should complement the style of your company and your brand to ensure that the space flows well. You’ll also want to allow your guests to have a view of the outdoors to prevent the lobby from feeling cramped. There should be several windows to open up the room and to allow it to feel more spacious.
4. Provide Information
Make use of the lobby and create a space where you can provide additional information to your guests. Consider displaying original photos of when the company first opened to provide insight on the history of the organization. You can also add a supply of brochures to offer more information about the services.
Creating an impressive lobby doesn’t have to be complicated or calculating. Knowing the right steps to take to improve the quality of the setting will allow you to attract more visitors and to feel proud to show off your building.
Here at Reticence Marketing, we believe in the power of individual business owners, entrepreneurs and dreamers to change the world. We want to be your partners in growth – are you ready to get started?
Female Announcer: Thank you for tuning in to the Dare to Dream podcast, courtesy of Reticence Marketing. We are dedicated to the thinkers and the midnight dreamers, those whom the world has forgotten. Be a dreamer, be a doer, be a believer. Begin your digital marketing journey with us today by going to reticencemarketing.com.
Kolten: Hello everyone. Thank you for taking the time to tune in with us for the Dare to Dream podcast, courtesy of a Reticence Marketing. I am Kolten, the host here and I’m sitting here with Angelina from Mint & Porter Design Company. Hi Angelina. How are you doing today?
Angelina: Hey, great. Kolten, and thanks for having me.
Kolten: Of course. I’m glad to have you. Just getting started real quickly, if you can tell us a little bit about you, your company, what you do and how you’re doing so far.
Angelina: Sure. I own Mint & Porter Design Company here in downtown Colorado Springs, and I specialize within graphic and web design. Pretty simple and to the point. [laughs]
Kolten: Yes, that’s perfect. Compact, simple. As a marketing company, that’s something that we try to focus on a lot. Coming from that the graphic design perspective, obviously that’s really important for business owners to address when they’re looking at marketing their own company, and whether it be their logo or the graphics they’re putting up on social media or their website design. How would you define the importance of design and graphics and things of that nature in terms of the company’s marketing plan?
Angelina: I’m so glad that you asked that question.
Angelina: Such a great question. Well, I think with marketing and design, you have to have this all the cogs working together to create this really beautiful brand. Oftentimes people will see you need a business cards or have a site first, so it’s really important to have a professional brand and brand identity. I think the graphic designer, Paul Rand sums it up the best pull is he said, “Design is the silent ambassador of your brand.” I think that sums it up perfectly.
Kolten: Wow. That actually is a really good quote. I’m going to steal that now and put that on some of our graphics. Just saying.
Angelina: It’s by Paul Rand. It’s fantastic.
Kolten: Okay. Paul Rand. Got It. That is an amazing quote in and of itself. A lot of what we do in marketing is the psychological or subconscious aspect. Especially if you look at modern day advertisement. I refer to this as brain spam. It’s my term for it that I’ve coined in it.
Angelina: I like that. [laughs]
Kolten: You like it?
Kolten: It’s really just, my term for describing how we are consistently bombarded with advertisement, advertisement, advertisement. We are consistently bombarded with all these graphics, all this content, and you just see so much on a daily basis that it’s becoming increasingly more complicated. It’s becoming harder to really establish a name for your company to establish that subconscious recognition with people. Unless you’re, this huge brand like, I don’t know, Coca-Cola, or Budweiser or DirecTV, that have multimillion-dollar budgets that they can just pour into their marketing.
Angelina: Well, you have to start somewhere. I encourage the small business owner to give it a try. It takes time, commitment, but they can do it. Yes, but you’re right. We just turn it off at some point because we see so much every day.
Kolten: I completely agree. I would say that going back to that term, brain spam, that’s really where having really well-designed graphics, having just design work in general, if your website is better than everyone else’s, and your graphics are just amazing and eye-catching, and they flow, and they’re appealing and they’re really getting your message across, people are going to naturally be more interested in your brand. They’re going to start establishing a relationship with you and indirect relationship, a relationship that’s based on trust.
In the modern day, advertising and marketing world where we are just bombarded with all of this constantly, quality is becoming more important than ever.
Angelina: Well said.
Kolten: Thank you. Thank you. That’s why I host a podcast.
Angelina: There you go. [laughs]
Kolten: I’m interested in learning more about your story. How did you get into graphic design, and why design work?
Angelina: Sure, yes, that’s a good question. Actually, I really share the same thought process with you because I come from a marketing background, and that’s where my design career led me. I decided to go freelance, but with that, I have a really strong basis in marketing, which I think is so important because I don’t make pretty pictures just to make pretty pictures. We as designers, we solve problems. We solve problems for your brand to get the right messaging across, and that’s what I’ve taken with me, and my design background or my marketing background.
I actually went to school for studio art. I’m from Orlando, so I went to the University of Central Florida in Orlando, Florida and I majored in Studio Art. I was a painter, and that was my first love. I graduated in ’09 I was like, “Well, what am I going to do with this?”
Angelina: I was just so happy to finish and just get to that point. I then thought, “Oh, I’ll just get a job.” I realized that probably wasn’t the most practical [unintelligible 00:05:25]. It’s what I loved and I don’t regret it. I think just thinking back now, maybe I would have, which a lot of good friends will be at the time, specialized in something. I think I probably would have taken that advice if I had looked back, but no big deal, and I have a bachelor’s degree, which helped me a lot. Then I went on photography.
My husband is Army. We moved around a lot. We moved to New York, which helped me do an internship in New York City for three months. That was amazing. That gave me a chance to live my dreams for three months in the big city working for Walter Schupfer Management. They represent photographers. It’s my Devil Wears Prada moment. [laughs] It was pretty cool.
Then we moved to Wahoo, which is beautiful. I started getting into photography, which I loved. I really had a chance to learn it, which it’s never hurt me to know your basics of photography. However, it was just a really competitive market, and people were very well established, say like wedding photographers on Wahoo.
I was a little scared, and I went back to school. Which was not a bad thing, because I went to school for graphic design. Then after I finished with that, prospective clients started asking me, “Hey, can you make my website?” Then I went back to school for web design, and I learned how to code for Front End Web Development. With that, I got started working in startups and then for the Federal Government and Marketing Department. I’ve worked for–
Kolten: Federal Government has a marketing department? [laughs]
Angelina: Yes, they do [laughs].
Kolten: Oh, God.
Angelina: It’s really good way to go. I’ve worked both here in Colorado Springs at Fort Carson, for their MWR, marketing departments and marketing assistant, which encompasses just everything from social media marketing to graphic design. Then also I worked with the Hale Koa, which is a armed forces recreation center. It’s basically the military’s hotel in Waikiki. I was the graphic designer, one of two people in their marketing department. Funny enough, my coworker was also the magician and he did all the videos.
Kolten: That’s perfect.
Angelina: Yes, it was really fun. That’s where it led me — Well, then, of course, I left in April at Fort Carson to go full-time into my business, now doing graphic and web. That’s how I got started.
Kolten: That’s amazing. Congratulations.
Kolten: Of course.
Angelina:[inaudible 00:07:46] the fun.
Kolten: Yes, definitely. Then that’s always something that we really like to touch on on this podcast, especially when we get business owners on, really regarding what it’s like to leave the corporate world, the nine to five lifestyle and just be like, “You know what? I’m done working for other people. It is now time for me to do whatever I want and do my own thing.” It’s a very freeing decision, but at the same time, it is a very hard decision. How has your experience been with that?
Angelina: You said it well. It’s both exhilarating and terrifying. I’m happy I did it. I don’t regret my decision. I’m really good with keeping track of my business statistics and seeing where I’m at with it. It’s turned out to be a good decision, and I just keep growing. Hopefully I will continue to do this. The reason I decided to leave my full-time job for Fort Carson, which I really love, by the way, we got to do really cool things like go to Overdrive Raceway, and buying a Lamborghini just to videotape it for social media for our Facebook page. It was hard to give up a job like that [laughs].
Kolten: Sounds fun.
Angelina: Yes, it was fun, and social media marketing it’s really fun. With that, I was hitting burnout. I was working like 60-hour plus weeks. It was getting to the point where I was turning down work from prospective clients. I thought, “You know what? I’m just going to go all in, and hopefully this works out.” So far it has. It’s been very good.
Kolten: Well, that’s awesome. I’m really happy for you, and I’m sure that our audience is as well. We’re all on that entrepreneurial journey. You’ve taken the 60-hour work weeks, and now it’s a 24 hour, 24/7 every day. Well, that’s your work schedule now.
Angelina: Yes. I think it’s [unintelligible 00:09:40], and then I made it 60 with just [inaudible 00:09:44] [laughs], but I I’m happy.
Kolten: Yes. On our last podcast last week, I was talking about that. I used to work in hotels, so my background has primarily been in hospitality and hospitality management, because I love hotels, I love customer service, but it got to that point where I was like, “Okay, I’m sick of having to work this standard eight-hour shift. Then the minute someone calls it and then I have to go handle that and we have an issue with an employee and I got to handle that.” I’m just like–
All the while I was running my marketing company on the side. Once I got to that point- there’s just a point where you’re done. You’re just done. It doesn’t have to be because you’re done with the employer or you don’t like your job, because you did like your job.
Kolten: Right. It’s this inner voice that says, “It’s time to be yourself. Let’s go fulfill your true entrepreneurial purpose. You’re going to drive yourself crazy while doing it, but it’s going to work out.”
Angelina: It’s about no regrets and looking back and saying, “What if. I’m just glad I tried it, and if it doesn’t work out, that’s okay.” A lot of businesses fail, but you can always start another one. It’s not the end of the world.
Kolten: Exactly. Then so how would you define the difference between the entrepreneur, the dreamer, the business owner? Obviously, this is the Dare to Dream podcast. That is our ideal audience.
It takes a large amount of courage for someone to really dare to dream. That’s why we use the word dare, because you have to dare. You don’t just go and do it. It requires a lot of courage, a lot of fortitude, a lot of determination. What would you say to that business owner out there or that person who wants to start a business? Maybe it’s a high school or maybe it’s someone in their 60s. Who knows? They have this dream and there’s just something in them that is unfulfilled, because that’s what it feels like, isn’t it?
Angelina: Yes, that’s a really good point. That’s probably what led us to do what we’re doing, so yes.
Kolten: What would you say to that person?
Angelina: Just start where you’re at right now with insecurities and everything that you’re feeling. Just do it. I’m not saying that you go say, “I’m done. I quit my job tomorrow”, but start taking on freelance clients. Start figuring it out. If you’re really apprehensive, maybe you can go apprentice under someone for awhile, but just start creating. Start making your portfolio or what have you [unintelligible 00:12:21] for consulting clients, whatever business you’re doing.
I think the fear of what-if holds a lot of people back. It doesn’t need to be perfect, you just need to start and you’ll figure it out. I have a lot of growing to do. I’ve grown a lot and I have a lot more to grow, but it’s an adventure and this is part of it. It’s the fun. That’s my biggest advice is–
Then also planning things is a really good one. I like the quote, “A dream without a goal is just a wish.” It’s perfect. It’s very girly, but I have my little Panda Planner and-
Kolten: Panda Planner.
Angelina: [unintelligible 00:13:00] on it, and I write out my monthly goals, my weekly goals, and my daily goals. Then I reflect on that every morning and evening. That helps me not get lost in a million little things I don’t really need to be focusing on, and just focus on my priorities. That really helps a lot.
Kolten: Goal setting, it works.
Angelina: It works.
Kolten: It actually works. [unintelligible 00:13:27] building, goal setting, we have all these fun terms for it. All of them, we can say as many fancy things as we want and then dilute what we’re saying into as many phrases and keywords as we want, but at the end, it just comes down to, like you said, just do it.
Angelina: Yes. I think you’ll be happy with the results. I love this because not only do I love designing, but I’m proud of the job well done. Even if you take the money out of it. I’m still happy doing what I do. I think that’s important. Passion is important as well.
Kolten: I agree. If you’re not passionate about it, how are you ever going to actually make a difference? There’s people who have these corporate jobs or nine to five jobs. They might have a good job, they may appreciate their job, like their job, like their position. They have a nice salary, things of that nature. They have great benefits, but like we were just saying, there’s something inside them that’s like, this is not right.
Angelina: Something more.
Kolten: Yes, he wants something more. Really going into business for yourself is one of the best ways I would say to express that, but not necessarily business. Just doing something to give back and to really take your dreams and make them a reality. At Reticence Marketing, that’s what we believe and that’s why our motto is, “Dare to dream.” There’s not many marketing companies out there with a model like that.
Angelina: I love it.
Kolten: Thank you.
Kolten: Our goal, and this sounds like your goal too, is to take business owners and to take entrepreneurs, to take dreamers and say, “Hey, it is possible. Let us help you get there. Let’s tell your story together.”
Angelina: Yes, it’s true and I’ve been honored to be on this journey with new business owners. I work with both startups and already established this- excuse me, business owners. I think it’s amazing to sit down with a business owner and they say, “Hey, I want it to do this. How do I start? Can you help me?” I say, “Yes, let’s dream together and we’ll make it happen.” It’s a pretty cool thing.
Kolten: Right. Let’s engage in a little mind meld action and we’re going to get the thoughts flowing and then we’re just going to make your business explode. That’s what I tell clients all the time.
They’re like, “How can you help me out? Can you help me?” I’m like, “Well, not going to guarantee anything, but I will tell you this. I’m going to die trying to make your business explode. Your business is going to be out there and I’m going to make sure everyone knows who you are. Everyone’s going to know and we are going to tell your story, because everyone has a story and everyone’s story is amazing in its own way.” That’s why you getting people to be able to tell their stories, that’s how you make sales.
I don’t know if you’ve listened to a lot of our podcast or watched the videos that we put up on Facebook and things like that. Something that I’m always saying and I tried to drive home with people, is that if you have a product or service that you have to sell, if you’re going out there and you have to sell your product or service, that means that your product or service isn’t good in the first place.
Angelina: That’s a good point. Most of my work comes from word of mouth and referrals and I think a lot of it goes back to passion. I think others see how passionate I am. It sounds like you’re incredibly passionate about marketing, so I would imagine, do you get a lot of business from word of mouth?
Kolten: We do. Have you ever heard of the term– There’s two pretty cool terms, relationship marketing, and attraction marketing. If you’ve heard of either one of those.
Angelina: I haven’t actually, what are they?
Kolten: Relationship marketing, I love to nerd out about this [unintelligible 00:17:13].
Kolten: Relationship marketing is when you’re, instead of focusing on sales strategies and advertisements and things like that, it’s like a cousin. I would call it a cousin to network marketing. It’s not network marketing, but it does have a connection to it. It’s getting out there and forming connections, forming relationships with people and building that trust with them. When you think of the nature of our industry here in marketing or design work that it’s all based on trust. It’s like your accountant or your lawyer. It’s the same with your marketer or your designer. You want to have someone that you can trust.
That’s why I always stressed that my company– Reticence Marketing does not want to have a contractor-client relationship. We don’t want it to be, “We’re the contractor, we’re doing this work for you. Pay the invoice, here’s the bill, thanks. We’ll get this done. Have a nice day.” No. We want to have an actual relationship with our clientele. That’s why we always go out there and we say, “Our clients aren’t clients, they’re family.” That’s relationship marketing in a nutshell.
I know how we were just talking about brain spam.
Kolten: It’s the same thing. If you have all these brands that are just throwing advertisements at your face all the time, but then someone actually takes the time to meet with you and says, “Hey.” They don’t even try to sell anything because you know how sales representatives are. It’s like a used car salesman. Oh my God. [laughs]
Angelina: Yes. Something like that.
Kolten: Exactly. That’s what it goes back to if you’re having to sell your product, your product isn’t good enough. You need to be attracting people. Attraction marketing is a thing as well. Attraction marketing is basically putting out the right content, design work, blogs, [unintelligible 00:19:04], things like that. You’re basically telling your story. You’re telling the story of your company, and because of that, people are coming to you. They’re saying, “Wow, I like what this company represents. That’s who I want to do business with. Even if I don’t even know what their product is, I just want one because I love this company.”
Kolten: If you’ve ever heard– What were you saying?
Kolten: Yes, exactly. Simon Sinek, he has a great quote, and it’s that “People don’t buy what you do, they buy why you do it.”
Angelina: Yes. He’s fantastic.
Kolten: He is. Oh my God, I love it. Yes. That is a book that everyone- Well, he has several books now, but Start with Why and then Leaders Eat Last are two of the best books ever written.
Angelina: Okay, I’ll check it out. I’ve watched his TED Talks. Other than that, I love him. He’s great.
Kolten: Yes, you should definitely check out his book. Start with Why and then Leaders Eat Last are two really good books.
That’s really just diving into it’s the why of your company as so many people have defined the what of their company. “Well, what do you do?” “Well, I’m a plumber. I’m a Roofer or I do this or that. I sell this product.” “Well, that’s nice, so does like 500 other people here.” Why do you do it? That’s how you build it. You don’t promote the product. Like you were saying, you promote the person, the company, the culture, the story behind the product. That’s kind of what you do as a designer, isn’t it?
Angelina: Yes, absolutely. With each new client, I sit down and I have a creative brief. Those are these exact questions. Who is your market? Give me five words that describe your brand. These are really important questions because I don’t make pretty pictures just for the sake of it. I [unintelligible 00:20:52] brand identity based on what you’re trying to do as a brand.
Kolten: Awesome. All right, well we’re coming to the end of this podcast here. Do you have anything else that you want to talk about or just talk about your company, or your story, or anything? This is the free zone now.
Angelina: No. I just want to thank you very much for having me on and I love this idea of what you’re promoting. Yes, because running my businesses been one of the most gratifying things I’ve ever done. I would encourage anyone else to be the same. I’m happy to answer any questions if anyone has any. You can find me at www.mintandporter.com. That’s mint with a T, A-N-D, and and porter as in the beer, even though that’s not where it came from, but it helps. Get in touch with me and I’d love to grab a coffee and get to know the community.
Kolten: Awesome. Breath mints and beer, that’s how I’m going to refer to your company from now on.
Angelina: Okay. [unintelligible 00:21:45].
Kolten: That is a graphic right there. I’m imagining the logo.
Kolten: Yes. Thank you so much for coming on. It was great to have you on this podcast to really shine a light on design work and your story, and how that affects other business owners. Just your story, how you got started and how you’ve recently gone independent. Kudos to you.
We’re all in the same thing here. We’re trailblazers, and being a trailblazer, being a rebel, being a revolutionary, being a dreamer, that’s how you change the world.
Thank you so much for coming on and spending some time with us. All right, and thanks to everyone for tuning in. This is the Dare to Dream podcast, go ahead and catch us next week.
If one takes a quick look at history, then one quickly realizes that no corporation is ever too big to fail. Therefore, if you are a corporate leader, you need to make sure that you are paying attention every day. Here are some areas that you need to consider to make sure that your corporation does not join the failed list.
Polaroid was once one of the largest camera companies in the world. Ask senior citizens, and they will tell you about waving one of the company’s instant photos in the air waiting for it to develop. The company sunk thousands into researching digital photography. Yet, they failed to bring a successful product to market because they always thought there would be a role for film cameras. This kind of faulty thinking happens in many different businesses, but be cautious that yours is not one of them.
Even releasing one product that the public does not approve of can sink even a major corporation faster than the Titanic. While there are many prime examples, one example is Sharper Image. For over 31 years, the company released obscure products and convinced the public that they must have them. As a result, the company became a household name. Then, they released an air purifier in 2002, and a trusted rating authority gave it a very bad rating. The result is that the corporation ended up fighting numerous lawsuits in court over the original article and with the original developer. After 31 successful years, the corporation could not overcome their financial woes in court and had to declare bankruptcy, serving as a reminder that the biggest corporations can fail.
It was not so many years ago that every kid wanted an Atari to play their video games on at home. The company’s Atari 2600 became the biggest selling game console of its time, and the video game Pong was on every child’s wishlist. Then, the company released the video game E.T. that many in the industry still consider the worst video game ever made. The result is that company officials buried thousands of games that the public refused to buy in a landfill and had to close their doors.
Most companies work very hard at getting the most out of tax deductions, with plenty of resources online existing just to help companies squeeze out that last buck, but some large corporations avoid paying their legal share to disastrous effect. In the end, the government wins, and the corporation ends up failing. Such was the case with Ty Warner who created the Beanie Baby fad. When everyone just had to have one of his stuffed animals, Ty failed to pay his taxes. In the end, he ended up being convicted of tax evasion of $25 million in 2012 because he tried to hide his money in a Swiss bank account.
Use these examples to strengthen your own company’s position. Release good products that your customers want. Make sure to stay current with the times. Even though it is painful, pay your share of taxes. If you’ve made mistakes, all is not lost however. Several major companies who nearly lost it all for the reasons listed managed to bounce back by implementing key changes. Failing doesn’t mean your business is doomed — it just means you have to change your strategy.
If you’re ready for your business to get more customers, get a free business evaluation from us today and we will help your business succeed!
Intro: Thank you for tuning in to the Dare to Dream Podcast, courtesy of Reticence Marketing. We are dedicated to the thinkers and the midnight dreamers, those whom the world has forgotten. Be a dreamer, be a doer, be a believer. Begin your digital marketing journey with us today by going to reticencemarketing.com.
Kolten: All right. Thank you to everyone for tuning into the Dare to Dream Podcast, courtesy of Reticence Marketing here in Colorado Springs, Colorado. I’m sitting here with Rose Rivera, the co-founder of Rebel Leaders Academy. How are you doing today?
Rose Riviera: Kolten, I’m excellent. I’m glad to finally be connected. It’s taken us a couple of times, but here we are.
Kolten: It has, it has, but it’s definitely going to be worth it. I’m excited to see what we get out of this episode here. Just tell us a little bit about what you do. What are your dreams, what are your passions, and why are you on our podcast today?
Rose: Yes, absolutely. The way that we connected, I’ll start there, was through my Rebel Leader Academy’s page over on Facebook. That’s a company that I co-founded with my partner. His name is Chris. We’ve come together to create a low-end subscription platform for people who really want to take their life from ordinary to epic. We always say, “We take rebels and we make them into revolutionaries.”
The idea behind that is I have a lot of background in tech. I have another company called BioTech, and in that one I do a lot of work around the future of tech and how that integrates and will integrate into society and into how we, as humans, use technology, and how that interfaces with all aspects of our well-being.
Having all of that knowledge, one of the things that I wanted to do was help people redefine and think about what it means to do meaningful work and to have a career, because some of the things that are coming up through automation, and a lot of other aspects actually regarding tech, is that we are going to have a very quickly shifting workforce. Meaning that the type of jobs that are available and the type of skills needed are going to be very different than the ones now.
My contribution to that is to really help people redefine within themselves, what they want to do with their lives coming from a place of “who am I”, rather than looking to the outer world and saying, “Am I going to be whatever the case may be, a doctor, a lawyer?” Whatever box you want to check off, but rather, “Who am I, and what am I uniquely here to do?” Bringing that creativity to your life into how you think about your work is really the dynamic that’s shifting in today’s marketplace. It’s from that, no longer from that outside in, but rather from an inside out.
With Rebel Leader Academy, we’re taking people who already have that rebellious spirit to them. They’re the ones who already, it’s a lot easier for them to go against the status quo since it’s in their nature. Helping people like that really defined who they are, what their strengths are, what their value system is, and being able to create work out of that space.
Kolten: Wow, that’s amazing. I can tell why we connected already because that speaks to me and I think that’s really going to speak to our audience, as well. Like I was telling you before the podcast, this is the Dare to Dream podcast. We’re targeting dreamers and rebels and revolutionaries. I really like what you said in that motto. That’s perfect. Making rebels, revolutionaries. That’s genius.
When it comes to business owners, it requires a lot of courage just to be able to step outside of the box and really break the mold and do something different. It sounds like, you’re a business owner yourself and starting this organization and things like that. What would you say is a good piece of advice for, let’s say, the struggling business owner or the young entrepreneur who is, they are a dreamer, they are a rebel, but society just continually pushes them down? You need to go to college, you need to get this corporate 9:00 to 5:00 life and just adopt the everyday grind, but a lot of us don’t want to do that.
Rose: The 35 and unders really don’t want to do that. [laughs]
Kolten: Very true.
Rose: That millennial demographic is driving older generations bonkers because they have adapted to these technologies very well. They answer the sharing economy, things like that. I put myself in that bracket, I’m right on the cusp, so I see both sides. It’s really about redefining the systems that we work in. What we’re feeling right now, to speak back to your courage, is just not wanting to go along with things anymore and to do our own thing.
We’re feeling that shift because technology is enabling that shift, meaning we know that we can actually create very different lifestyles. We know that we have apps now, Airbnb, we don’t even have to go to the regular hotel model. We use sharing economies. We have different resources available to us that previous generations just didn’t have, and with that, we could create very different lifestyles for ourselves. That’s where a lot of this disharmony is coming from.
Also, when we’re looking at things like automation and these lower-end jobs in the market going away, on the one hand, people are really scared about that and really nervous. A lot of that is more coming from the older generations. Whereas, people that are under 35, we know that’s coming and, to a certain extent, it’s scary in the sense we’re going to lose all these jobs.
On the other hand, most of us don’t want those jobs anyway. Not just that we don’t want them, but we’re refusing to have them because we go, “Why would I do a job that a computer can do? Why would I do a job that a machine can do? Let me go find my humanness,” which I think is key. Let me go find that human job.
I take it one step further and say, well, not only just find a human job that involves creativity and ingenuity and things like that that our machines can’t do yet, but also specifically to you. What is it that you actually can do that nobody else can? It’s breaking it down where that courage comes from to start your own thing. It’s having the conviction that you understand yourself to that level. For me, courage and the ability to do with your life, to create, is about understanding yourself, understanding your unique strengths.
That’s one of those words that we throw around, but it’s very specific and we don’t often see our strengths because we live them every day and we assume other people have the same strengths we do when they absolutely don’t, or, your cognitive style, the way you think, the way you shape ideas, the way you take in information from the environment is very different than other people.
Having that foundation really gives you the wherewithal and the courage to say, “Yes, this is for me. I’m going to go in this direction, or absolutely not.” It takes away a lot of that indecision that happens when you just don’t know yourself and your value that much.
Kolten: I agree with that completely. Touching on another subject that’s in the same area; I was actually talking about this with my life coach yesterday. That’s another thing, I feel like business owners, when you’re looking at the spiritual aspect of owning a business or being a dreamer or a rebel, that was actually one of the things that came up in our conversation. We were defining my core values as a business owner and as a person.
The question was something about, “What are your most valuable characteristics in both yourself and others?” One of my first answers was rebels. [chuckles] There’s been a negative connotation attached to that throughout the times, but I feel like now we’re starting to look at rebels and revolutionaries as truly what they are, people who are able to take things from one point to another and really propel us into the future.
It really goes back to that quote by Steve Jobs that I love repeating to everyone I meet. I’m paraphrasing here because I don’t have it in front of me. It’s something like, the ones who are crazy enough to think they can change the world are the ones who do. When you’re looking at rebels and revolutionaries and dreamers, people who are really stepping outside of the box and saying, “The things that everyone else has been doing, I don’t really want to do that myself. I’d rather do something more.”
I really think this points to maybe more or less a spiritual awakening, as well, just in the human consciousness. This really applies to business owners, as well. A lot of them are afraid of that. A lot of business owners are older and then a lot aren’t. You have young startup entrepreneurs, and then you have business owners who are in their 50s or 60s. I really think there’s a huge spiritual aspect to being a rebel, to being a dreamer or a revolutionary. If you could just touch on that real quick, what do you think about the spiritual aspect of all of this?
Rose: There’s a reason we connected, for sure. I’m not going to go into it, but all of my work is based on a theory that I developed where at the top of this theory is that we’re shifting from, really, the scarcity-based mindset instead of instincts into an abundance-based mindset and instincts of that speaks to the spiritual consciousness aspect of evolution.
In the old systems, when you look at scarcity– When I say scarcity, I mean physical, so our food, water, all those things that we need to survive. They’ve been scarce. We’ve had to fight for them. If you look at the consciousness of life, it seems that the whole point of life, up until now, has just been to survive, whether
as an individual for as long as possible, or as your species, very Darwinian sort of view. Because of technologies and because we now have these technologies that are able to create abundance, even though most people don’t know that yet, we have tech that can more than produce enough food, water energy, very inexpensively for everyone, even up to, whatever, 8, 9, 10 billion of us, whatever it’s going to peek at. Because of that, we have to learn a very different way of interacting with each other because we no longer have to fight for resources.
In a world that’s not scarce, what are we fighting over? Even if you think of the whole dynamic of a country, you have borders around the country? Why? So that you can protect resources? What if you don’t need to protect your resources anymore because everybody has more than enough. That speaks to a very instinctual thing in us that we just don’t know. We have these burgeoning instincts around cooperation, for example, that we really have to move into.
When we talk about consciousness, we’re moving from the singular point like, “What’s the point of life?” Well, it used to be to survive, but if we’ve mastered that, what’s the new point of life itself? What’s life trying to express now? I really believe that it’s uniqueness. The point of life is going to be as unique as each of us are.
However we choose to express it, life is opened up in terms of its meaning, going from one point like the meaning of life is to survive, to “I don’t know, Kolten. What’s the meaning of life? How is life trying t express through you?” It literally changes the fundamentals of everything.
If you think about that on a global scale, that means that all of our global systems have to change. The way we as humans organize and agree with each other, whether it’s through resources or through maybe getting rid of the idea of a country, we see this breaking down authority of races and things like that. The whole thing’s shifting.
I do completely agree with you that being a business owner right now, there’s a definite spiritual component. With the rebels, like we’re talking about here, it’s about being in flow with that shift towards abundance, whether we know it or not.
Kolten: Definitely. I know we’re nearing the end of our amazing podcast here, because this is really great. This is definitely one of the best interviews I’ve had, by the way, so thank you. It’s nice to just be able to sit here and nerd out about everything.
Touching on something else, I think a lot of business owners and just dreamers in general, because to be a dreamer or a rebel, you don’t necessarily have to be a business owner. That’s just a very common way for them to express themselves, because it’s really doing something by yourself.
The same thing exists across nonprofits, political office, not that many of them, but some of them, and things like that; people who are really saying, “I don’t really want to conform to these hindrances of society. I really want to do something different. I want to do something better. I want to help people.”
What you were saying got me thinking about a book I read earlier. I think it was last year or the year before that. It was written by- John Mackey, was one of the head authors.
If you know him, he’s the founder of Whole Foods. The Whole Foods brand is very much service-based. It’s very much surrounding offering a really good organic product to people, and really disrupting the whole grocery store ideal. Now that Amazon bought them, that’s an entirely different thing.
Focusing on it itself, it’s called Conscious Capitalism, was the book. I think that’s really something good to touch on as well, because I feel like a lot of business owners and a lot of people in general, they feel like they can’t really connect with the spiritual side or the more humanitarian side because they feel like wealth and money is bad.
When you look at, like, the conscious capitalism movement, which is something that I’m a huge fan of, by the way– We need to have an entire show just dedicated to that. You look at the conscious capitalism movement, and you see that companies are really starting to make a shift, as well, to where it is a more people-centered universal type approach. Money is going to come, because money is not necessarily a bad thing. Money is just a byproduct. It’s when you take money and wealth and you use that to hurt others that you have an issue.
I think the conscious capitalism movement is amazing as you see these companies, especially startup companies now that are really being founded by people under 35, those millennials that are really just starting with nothing except a dream to do something that’s going to help others.
If you look at all the things that are coming up, where we’re actually making so much advances in, HIV AIDS, cancer, paraplegic, everything, there’s so many advances being made. It’s not necessarily by these huge universities or well-funded government programs. It’s by people just like you and me.
Rose: Absolutely. Going on your theme of conscious capitalism, I think that whole movement is a stepping stone towards something even greater. I think it’s helping us move out of that old dynamic, let’s call it greed capitalism, for lack of a better term. Again, if you think about that scarcity model- Why do we need to hoard things? Why do we feel this greed in the first place? Why is that an instinct? Well, it’s to keep us safe in our world of scarcity. Again, moving out of that dynamic more into this idea of conscious capitalism? Yes, it’s good. I think it’s a movement forward.
Even in the United States recently, somewhere in the last five, six years, they did the B Corp core, which is a whole new business structure that allows you to put social good as one of your core facets of your business. It’s no longer you incorporate for profit only in that, basically, it was profit and shareholder profit, is what drove company decisions. It had to legally if you were an incorporated entity, whereas now we have B Corp, and we can actually state some social good as our main driver for a company, and that leads to a whole different set of decisions. I think it is a stepping stone.
I have a background in finance and an MBA in global business. I really went into the money system around the world and how it was created, the history. The thing with money is that it is a scarce resource. We’ve made it scarce, and because of the overarching system, it has to be scarce in order to work in the way it does.
I think where we’re moving is actually out of money. I think that the next evolution in our way that we do business with each other in terms of trading goods and services is going to be outside of the dynamic of currency and money the way we know it.
Another step that you can look at is things like blockchain. Still, some fundamentals that are the same, but again, it’s another push, another avenue out of our current economic money-driven systems. We’re seeing all of the little pieces of something new coming.
Kolten: That’s amazing. I know I’ve done a lot of research, especially recently since I started working with a coach and things like that. I can say, from personal experience, that understanding the spiritual aspect of business and the flow of money and things like that, that is really the way to actualize your dream. I pretty much tripled my revenue in a month, because it works. Once you start to really experience that you’re like, “Why had I not done this before?”
That’s the thing, it’s if you look like modern-day entrepreneurs, you’re really seeing a different type of entrepreneur than, let’s say, the industrial era where you have men like John Rockefeller and Andrew Carnegie. Not to say that these were bad men. They were industrial Titans. We can learn a lot from them. You also look at a lot of their actions and you see that it was more about building personal wealth than it was doing anything for society.
I really like what you said about money naturally being a scarce resource more or less because we’ve made it that way. It’s like a hoarding concept. “I will hoard all the money here at the top, and then I’ll have a little bit of a trickle-down effect to help you poor people out, and good luck getting out of that.”
That’s really where dreamers have come in, people like Steve Jobs, and Bill Gates who have said, “I don’t really like that system. I’m going to do something different.” It’s amazing. Really, the flow of money and wealth is- it’s an amazing thing just to watch how that has evolved over time. I’m really excited to see what the next few decades and century really come about. It’s going to be amazing.
Rose: I agree with you. We’re on the cusp of a lot of major change, and the key is going to be moving out of those scarcity-based instincts, so moving out of those fear dynamics, the hoarding, the greed, the, “It’s okay if I have enough for me, it’s [inaudible 00:19:35] basically starve to death,” that whole insatiable mindset which is not wrong; it’s gotten us to here, but it’s maladaptive in an abundant world which we are moving towards and creating.
We’re really going to have to work all of this spiritual work or personal development work that we’re seeing. It’s speaking to this need to change and to go from really, that kneejerk reaction to really being able to respond, to take that moment and then move into- to get all the geeky here, look into our prefrontal cortex and make decisions from that part of our brain, the newest part of our brain, the one that deals with consequential thinking not just emotional reactions.
Kolten: Not the amygdala.
Rose: Thank you, exactly. It’s moving out of there and being able to create systems and make decisions that are based in our higher selves, really. That’s going to be key to using our new technologies effectively, and not continuing on for war and greed and basically to just move us along the path towards annihilation, which is possible. That’s one path that we could choose, or we could choose compassion and cooperation and quieting those desperate instincts that we have. [laughs]
Kolten: Definitely. I think it scares a lot of people. It really does scare a lot of people, especially older generations, or even younger generations who were raised in a certain subsector of our society. Not to say anything bad about certain religions or anything like that, but there are a lot of old mindsets that a lot of people are still stuck in. It’s interesting to see them evolve from that.
My company, and this podcast, as you know, we’re centered around marketing because we’re a digital marketing company. It’s really interesting as well to see how marketing is evolving, especially with the way that my company, or that we do it. If you look at old marketing companies, the whole advertising era of the 1900s where you have these old men in their $5,000 suits, and they’re sitting there smoking cigars and drinking scotch. They’re deciding how can we best fool the consumer.
The best example of that is probably the tobacco companies, how the American tobacco companies literally created- and props to them and also bad on them [laughs] at the same time. They created this ingenious marketing campaign that basically got women to start smoking, and got men to start smoking, and got children to start smoking. That marketing campaign is still alive today.
You look at the power of marketing and in and of itself not just in business but personal marketing is, well, like you have to market yourself. Marketing yourself is just getting out there. When you look at personal development and business development and you look at how marketing is changing, we’re going from a more money-centered way of marketing to “let’s sell the product that’s what we need, we need money, money, money, money”. [chuckles] Now, it’s a more people-centered marketing aspect.
For example, my company, I founded this company on the values of what we call relationship and trust marketing. Who cares about profit margins? Money will come later. We need to have a relationship with people. That really comes down to who do you want to work with and who do you not want to work with. I won’t work with a business owner who’s just stuck in the old ways and does not want to evolve. All they care about is money. I want to work with dreamers. I want to work with the rebels.
As you see more rebels come up- I really love what you are doing with your organization because that is something that I have always wanted to get involved with. One day, hopefully, if I can become a wealthy man, that is where I want all of my money to really go, is to educating people.
Look at the high school student who’s just struggling with anxiety, depression, and things like that. Maybe they’re gay. Maybe they’re this or that. That’s how I was. I’m a 21-year-old gay man who owns a company. My biography is going to be amazing.
It’s going to be great. I’m going to have amazing memoirs. You look at these people. I really feel like we all have a responsibility to really go to those people, the downtrodden and the forgotten, and say, “Hey, you’re a dreamer. You’re a rebel. You don’t fit in with how society is trying to mold you. Came this way. Let’s show you something different.”
Rose: Exactly. You’ve just described what we’re doing at Rebel Leader Academy. Thank you.
Kolten: I love it.
Rose: It’s for people that don’t fit in, and they refuse to. It’s that whole cycle you were talking about especially in a school system that is very, very, old and designed to create factory workers and to kill any kind of ingenuity or creativity or autonomy in you.
Let me just say, it’s horrible for everybody. It’s horrible for everybody across the board. When you have somebody that has a rebellious spirit, it’s just 10 times worse. They get in trouble, and they get kicked out of the system sometimes, or they just go into depression because they internalize it. It’s a whole nasty cycle that we’re trying to break that shouldn’t have been there in the first place. Absolutely, yes.
Kolten: You think of it, when they’re rejected by the natural systems of society and they don’t have anywhere else to turn to, for example, the Rebel Leader Academy, or a mentor, or something like that, that’s where a lot of times they do fall into the lifestyles that just aren’t healthy for them.
Something I’ve always been obsessed with because I love organizational psychology, by the way, I’m a psychology nerd. [laughs] I didn’t go to college because you don’t have to go to college. I can read books. That’s what they do in college anyway. [laughs]
When you really look at it from the psychological perspective, something that I’ve always wanted to do is, what if you just sat down with all of these criminals, all these people who have- not necessarily the violent ones who may have an actual mental disorder, but people who are just really, they’re doing things more or less they’re acting out because they don’t agree with the way society is putting them into a box and they just want to get out and they don’t care how they do it. They need an avenue. Just like all of us need an avenue.
My avenue is building a company, and yours is building this amazing organization. Education is really where this is going to come in, especially educating parents that, “Hey, your son may be gay. Your son may be this or that. Your son may hate school and just not want to go. Don’t make him.” [chuckles] It’s different.
I transitioned to online school after my sophomore year because I was like, “I cannot take this anymore.” I couldn’t do it. I really think that for business owners who are listening who may be parents or they may be younger people as well, it’s really about allowing both yourself and your children and just people, in general, to be able to able to break the mold and just help them do that in healthy way.
Rose: Absolutely. Kolten, I’m so glad that you found something in high school that worked for you, transitioning out of there. When I was in high school, I did not have that opportunity. I’ll tell you, it was the worst four years of my life because I felt trapped. There was no way for me to get– The school looked like a prison, we were on a lockdown every day.
[unintelligible 00:27:48] we felt like we were in prison for all intents and purposes. A stupid little bell would ding and we have to scurry through the hallway like a fucking mouse or something to get to some next class that you didn’t want to be in. It was horrible.
Kolten: It’s not good for you. It’s not healthy.
Rose: It’s not good for you on any level. I can just tell, that was the worst years of my life. At a certain point, I was on the brink of being totally suicidal because I couldn’t see the way out. I was just like, “No, I can’t. Every day I have to go,” and we had to be there, some craziness, like seven o’clock in the morning.
Kolten: Me too.
Rose: It’s like, “Let’s torture me.” Who learns anything at seven o’clock the morning unless you’re one of these brilliant, you’re so boring people that– Yes, they exist but-
Kolten: Weirdos. [laughs]
Rose: -the rest of us, seven o’clock in the morning you’re a zombie. Seriously.
Kolten: Exactly. It’s funny because you were talking about the conditioning. If you look at the social conditioning of the school system, and then you transition right over into the corporate system, the 9:00 to 5:00 life, it’s like, “Wow, our existence is pretty depressing.” [laughs] Why do we accept these things just because everyone else is doing them?
When I was in high school, I was 15 or 16, I actually wrote an article that was published and it was called The Curse of Conformity. That’s nowadays, just still one of my obsessions. Why conform when you don’t have to? You don’t have to. Even if everyone tells you to do something, you still don’t have to. You have consciousness for a reason. You have a brain for a reason.
Rose: Thank you, Kolten. We have so many things to talk about.
Kolten: I agree.
Rose: So many things. Yes, you don’t have to do anything anybody tells you to do. No. You are your own person, your own thinking person and you can decide, “Thank you very much.” Nobody can force you.
Kolten: Another Steve Jobs quote, here’s to the crazy ones, round pegs in square holes. That’s my favorite one.
Rose: Exactly. That’s awesome.
Kolten: We’ve definitely ran over, but that’s fine. This is a great episode. We’re just nerding out
here. Maybe just take a few minutes in conclusion here to really– I know you talked to me a little bit about the- was it the subscription program that you’re launching through the rebel leaders Academy? Maybe explain that a little bit more, because I think we have a lot of people who would be able to benefit from that.
Rose: Absolutely. Thank you. I’ve been doing one-on-one work, or small group work for a while now, taking people through a process of self-discovery. The things that they never teach you in school, nobody ever will come to you with this. It’s like the basis, who are you? It’s the most fundamental question that we don’t answer and we don’t help people answer. It’s ridiculous.
Is, what are your strengths, those things that you don’t even know you’re good at them because you live them and you work with them every single day and you just assume other people have these skills, and it’s just not true. Your cognitive style, the way you take in information and process. Your emotional body. What do you want to feel every day? What are those [crosstalk]? Exactly.
The thing is we’re driven by our emotions. That’s underneath it all, even when we’re making, “logical decisions”, we’re still driven by our emotions, and they tend to sabotage even our best efforts. You think like, “I’m going to wake up and do this every day.” Whatever it is, exercise, whatever. Then, you sabotage yourself and nobody knows why.
We go into all of those things, but it’s really about helping people find out what it is they’re here to do and what makes them the most fulfilled and happy and then how to do it. I’ve been doing this, like I said, one-on-one, but it never sat well with me. Obviously, I love helping these people that I can work with, but I always wanted to bring it to a larger audience.
Really, this year, I decided I’m going to do it. I’m going to build that. We created Rebel Leader Insiders which is our subscription-based program. Officially that’s launching the beginning of November. That’s going to be for only $29 a month. We will be working with people in there on all of these issues, and starting from ground zero and building them up. We have the whole platform designed in four-month cycles that build on each other. It really is–
I wanted to make it a true academy, that once you get in, you’re sequentially learning a lot and applying it. That’s really important to me. It’s not just you’re learning this, but you can take it into your life right away and start creating a different life for yourself, a different vision, one that’s more in tune with who you are, and really everything that you and I’ve been talking about today takes into consideration, the systems, they’re out there. We know what they are and we don’t want to live by them, so what are we going to create together?
There’s a component of that kind of community, bringing people together who really understand what you and I are talking about and feel that way, and helping that tribe. Exactly, and helping them to build things together. We’re kind of on ground zero as it is, but we have such a big vision for where we’re bringing people who join us.
That, like I said, starting in November. Signups will be the beginning of November there. People can connect to us right now. The best way is on our Facebook page where you and I connected. That’s at Rebel Leader Academy. Just search that. We pop up. I think it’s the first page. That community is exciting. We’ve grown that page in the last month. Probably by the time you guys are airing this, we’ll be over 10,000 people on the page. It’s growing really fast. It’s amazing. It speaks to what you and I have been talking about. This is needed.
Kolten: It is. People are looking for something and to be able to offer that to people, it’s amazing. A lot of people are looking for it, but they don’t necessarily know that they’re looking for it. Like we were talking about, they need someone or a group of people to mentor them, whether it’s directly or indirectly and say, “Hey, it’s okay that you’re different. That’s actually good. That’s an asset. That’s not bad.”
Rose: Exactly. We’re super-excited and we would love to invite your listeners to come over there and join us. Depending on when you’re airing this, if they go to the page, there’ll be all the information there that they can stay connected to us. We’ll go from there.
We would love to invite everybody listening to be part of the insiders program with us and take this journey and discover yourself, and get out of these troublesome old greedy fear-based [unintelligible 00:34:39]. [laughs]
Kolten: Don’t just grow yourself. Let’s grow together.
Rose: That’s right. Exactly.
Kolten: Just so everyone who’s listening knows, I am 100% joining that in November. I’m just say joining at one.
Rose: That is much appreciated. Thank you so much.
Kolten: Of course. Well, I just want to let you know that what you’re doing is amazing. I’m really glad that we got to connect. I’m sure this is one of many, many conversations. I’m really excited that our listeners are going to be able to hear this as well.
A lot of times when you’re doing a more business-oriented podcast, even though we have our why strongly in place, this is the Dare to Dream podcast. We’re looking for dreamers and rebels and revolutionaries. At the same time, a lot of times, it’s just talking about business stuff and how can we market ourselves better and all that, which is good. That’s what we do, but really helping people to understand their why, that’s so important.
That’s also something that we do when we’re working with clients. You sit down with them and they’re going, “Hey, this is where I want my business to be, and this is why I started it,” and blah, blah, blah, and they just keep going on, “I don’t have any sales,” and you’re like, “Hang a minute. Why did you start this business? We need to tell your story because your story is where people are going to want to invest in you, and they’re not going to invest in you unless you invest in them. There we go.”
Rose: Exactly. That’s really that law of reciprocity, right?
Rose: As we were talking about conscious business, conscious capitalism, so that’s all in there. Kolten, I love the work that you’re doing. Thank you so much from the bottom my heart for having me on your podcast. It’s been amazing. Great, great conversation.
Kolten: Of course. Thank you so much for coming on. To all of our listeners, again, that’s the Rebel Leaders Academy on Facebook. When we get this post live, this podcast live, which will be within the next week or so actually, we will get a link over to your page as well. Do you guys have a website at all?
Rose: We’re building it. [laughs]
Kolten: Okay, got it.
Rose: It will be ready for you guys in November, though. It will be good.
Kolten: Awesome. If you need any help or advice on that, we’re always here. Advice is always free from us, us marketing gurus over here. Again, thank you so much for coming on. thanks to everyone for listening. You got to check them out, Rebel Leaders Academy, and especially in November. I’m so excited to see what happens. All right. Thanks to everyone for tuning in. This is the Dare to Dream podcast. Go ahead and catch us next week.
Voice-over: Thank you for tuning in to the Dare to Dream podcast courtesy of Reticence Marketing. We are dedicated to the thinkers and the midnight dreamers, those whom the world has forgotten. Be a dreamer. Be a doer. Be a believer. Begin your digital marketing journey with us today by going to reticencemarketing.com.
Kolten: Thank you to everyone for tuning in to the Dare to Dream podcast courtesy of Reticence Marketing, a digital marketing firm based here in Colorado Springs. I’m Kolten, and I’m sitting here with Frank from Dream Again, LLC Business Consulting. Frank, if you could introduce yourself real quick.
Frank Sinclair: Hi, Frank Sinclair, right here from Dream Again.
Kolten: Awesome, so Frank if you can just go and maybe into a little bit of detail about what your company is, what you do, what type of clientele you’re looking for, just kind of a general outline.
Frank: Sure. We are a business coaching and personal coaching company. What we target is people who have not been able to engage in coaching in the past. Coaching’s a very expensive endeavor, we understand that. Our philosophy is that we attempt to bridge the gap between discouragement and hope. We do that by discovering people’s stories and allowing those stories to guide us into where a person purpose on earth is, and what they’re supposed to be doing.
Kolten: Perfect. Obviously, this is a marketing-oriented podcast, so when it comes to the business owners that you’re working with and things of that nature, what would you recommend as practical next steps for businesses to increase their marketing strategy especially the smaller companies that really don’t have a huge budget for it? Because I know that’s really what you’re looking for is to work in a more affordable manner.
Frank: Indeed. Marketing, we know is expensive. We’re afraid of throwing money against the proverbial wall and not sticking. We’re all trying to gain allies in the marketing and business community. What we attempt to do is connect people with other business partners that become a marketer and ally or the advocate for you in the marketplace. You become top of mind, and I know we do a lot of networking and a lot of those type things. I’ve built a very broad network of people that I help our participants connect with so that they don’t get on that durable wheel of going round and round with no money, needing to be known, and not getting known because of their lack of budgets, the lack of resources.
Kolten: I totally understand that, and that seems to be the calamity of many businesses, especially smaller ones. We’re talking a little bit about marketing, and with your company specializing in networking and actual relationship marketing, what effect would you say that has on a small business owner’s ability to succeed?
Frank: Well, I’ve been in business since June 1st, but I can say that we’ve had some very, very good outcomes. I have approximately 14 clients since June 1st. Not only does working with me give a person the opportunity to save some money but on the practical side, I’ve connected with people who gained real relationship and real monies in monetary value in those relationship. Network marketing is good, and I’m out in the community a lot in connecting with people.
I guess, we just connect with a lot of people that bring no value to us, we don’t bring any value to them. The whole process becomes really frustrating over time, so we try to sit in the middle of that process and make sure that people are connecting. So far, we have had 8 of the 14 people that I’ve connected with, that are making monies through that.
Kolten: Awesome, and that’s definitely the ultimate goal there. I know that we’ve met briefly before. If you could maybe just explain real quick before– We’re approaching the end of this podcast. If you could just explain real quickly how you got started in business, why you became an entrepreneur and business owner, and how that’s really affected your life.
Frank: Well, appreciate that Kolten. My story’s upside down of the typical story. I came into Colorado Springs 35 years ago, out in the air force, after spending eight years in the air force. Promptly, because of alcoholism and some other problems, became a homeless man in Colorado Springs. One person who contacted me and gave me an opportunity to turn that around and work and mentored my life, self-value really instilled in me the power of want.
I don’t believe that anyone has an excuse that they can’t impact others positively. The reason I say this upside down because all three of my children are business executives in Denver. I saw their entrepreneurship, and I can only assume that my wife and I had some impact or influence in our kids becoming that, so I came around later and I came into the entrepreneurial world after seeing the success of my children about three years ago.
Kolten: Wow, that’s definitely an interesting story, and it’s a good one. That’s an awesome rags to riches story, as we love to feature on this podcast. I mean, obviously, the title of our podcast is Dare to Dream, so that’s really the entire point. There’s nothing we can’t change, nothing we can’t do. The entrepreneurial mindset is really a different mindset from, I guess, you could say, mainstream society. We’re pretty much at the end of the podcast here. If you just want to take a moment, maybe re-summarize your company, what you guys are doing, and give our audience some contact information in case they want to get in touch with you.
Frank: Thank you very much, Kolten. Once again, my name is Frank Sinclair. My business is Dream Again Business Consulting and Dream Again, LLC. We bridge the gap between discouragement and hope, and we attack those discouragement bumps that are really [unintelligible 00:06:44] business all of us encounter them. We help with the biggest stumbling block for businesses, and that’s the business owner.
Moving forward in business, being positive, lifting them up, encouraging them and helping them to get past those discouragement bumps is what we major in. My phone number is 719-460-2453. I, like Kolten, live here in Colorado Springs. My website is dreamagaincos.com. My email address is firstname.lastname@example.org. I still kept my old email for my son’s business right now. That’s what I’m known by, so we’re rolling with that.
Kolten: Well, thanks once again, Frank. It was a pleasure to have you on the show.
Frank: Kolten, thank you very much for inviting me. You all have a great night and use Kolten’s services. He’s awesome.
Kolten: [laughs] Thank you so much. All right, and thanks to everyone for tuning in. This is the Dare to Dream podcast. Go ahead, and catch us next week.
Thank you for tuning into the Dare to Dream Podcast, courtesy of Reticence Marketing. We are dedicated to the thinkers and the midnight dreamers. Those whom the world has forgotten. Be a Dreamer. Be a Doer. Be a believer. Begin your digital marketing journey with us today by going to reticencemarketing.com.
Kolten: All right, hello everyone and thank you for tuning in to the Dare to Dream Podcast courtesy of Reticence Marketing here in Colorado Springs, a full-service digital marketing company. I am sitting here with Tim from nexgenmarketing.info. Thanks for coming on the show Tim.
Tim: Yes, thanks for having me Kolten.
Kolten: Yes, of course, and if you can just take a few minutes to introduce yourself. What you do? What your company does? Just give our listeners a good summary of who you work for.
Tim: Sure. My company nexgenmarketing.info is a digital marketing agency like a lot of others. Save for the fact that I don’t really create anything. All I do is talk to people and install them. I basically middleman for a big data company and for a third party contractor that builds on all the funnels and ads has everything already optimized for me. My clients don’t have to wait for me to optimize everything their ads, their pages figure out what’s working before they start getting their leads. They’re up and running within three days and everything’s already fully optimized including the audience. That makes it a win, win for me because I’m not the creative type and the companies, my clients they get to start generating leads right away, so it’s really nice.
Kolten: That’s perfect. Let’s talk a little bit more about big data. I know you and I had some conversations about this but our viewership or listeners on this podcast are mainly going to be business owners and a lot of them don’t really understand what big data is or how it influences advertisement or consumer practices in marketing, so maybe if you could just go in a little bit more detail about that.
Tim: Sure. Big data, everybody is familiar with cookies, browser cookies, things like that, that you agree to when you visit a website. Big data is a little bit different because their cookies aren’t temporary.Most cookies last about four weeks so and depending on the life cycle of the sales process that you’re in that cookie is going to expire before the person you paid to cookie actually fulfills and buys from you and if you want to get that person back into your system, into your phone you’re going to have to pay for that person to come back in again. Having a permanent web browser cookie allows them to stick around forever until of course they actually go in and delete their cookies.
What Big data does is it actually tracks your web browser history. It’s tracking 250 million Americans and it’s collecting about 50 billion bits of data every day and it goes into our system and uses machine learning to basically aggregate all of that information and spit out useful data. Unlike cookies in the past, where you really couldn’t identify the individual that was on the other end of that cookie, we’re able to actually identify the people by their name, their phone number, their physical address, their email address and we’re able to market to an omnichannel. Every channel there is we’re able to market to them. No longer are we restricted to Facebook, if we generate the lead on Facebook, if we narrow in our audience on Facebook. Typically you’re not able to take that Facebook data and go over and use it at Google. If you give the same thing at Google, you’re not able to take that information, go over to Youtube or Pinterest or Instagram and use that data over there. It’s usually one channel that you’re stuck to, that provider is charging you whatever they want because they hold the keys to your future.
With this new system, we can take that data and we can upload it on to any channel of any platform that we want. In fact, we can take that data and we can upload it to a platform so we can determine exactly how many of your potential prospects are on that platform before we even decided to spend a dime on them. On top of that, we can even market to them offline, so if you have a call center, you can pick up the phone and you can call somebody that is in the market for your product because the data selected them, it pulled out their information and it told you that they’re ready to buy what you’re selling so you could market to them through a print campaign if you want or you could call them on the phone.
Imagine that you’re doing research for a new car and you’re looking for something specific and you’ve been looking for while, pricing them out, going to Kelley Blue Book. Let’s just say, you’re looking for a Subaru Outback. You spend a few days doing that and then all of a sudden you get a car from your local Subaru dealer, saying, “Hey, this is John from Grand Junction Subaru and we just happened to call to see if you happen to be in the market for a 2017 Subaru Outback?” These people are going to be like, “Oh My God! Are they listening to me?” Or they may think it’s kismet. Either way, my client is getting to start the conversation first before any of their competitors do. That’s basically what big data is in a nutshell.
Kolten: Awesome, and yes I know both of us working in digital marketing and obviously we’re familiar with it. A lot of business owners, they really have no idea of what we’re talking about when we’re talking about say, big data or remarketing or ad retargeting, all that, which is basically what you’re talking about, just on much, much bigger level. Am I right?
Tim: Yes, it’s basically the same thing that’s been being done for a while now. Just unlike you said, a much bigger level, a much deeper level. That retargeting, that works really well but you can only retarget the people that have already visited you. With this system, you can target people that have visited your competitors.
Kolten: And that’s the key right there.
Tim: That is the key right there. There is a big difference. That’s the big difference right there. You’re not just retargeting people that have been to your website. We do that also and we can site match. We call that in funnel leads and we can actually personally identify those people almost 60% of the time to find out exactly who is on your website. Not only can we retarget them online but we can retarget those offline people offline. We can also target people that have visited their competitors’ websites as well and maybe even if they haven’t even visited their competitors’ websites.
Maybe I have a client who’s a mortgage broker and their prospect is just beginning their process of looking for a mortgage and they’re looking at bank rates and they may be looking at houses in the area where they want to buy and they’re doing a couple other things that triggers our system to tell them that these people are in the market for a mortgage. We can start marketing to those people before they’re gone to anybody’s website as far as a competitor goes.
Kolten: Awesome. Specifically for our audience like I said which is mainly made up of business owners usually of the smaller scale, there’s kind of a mix of all them in here, what would you recommend would be their next practical step to take in digital marketing with their marketing strategies. What would you say as a digital marketer yourself should be the next step they take to marketing their company more effectively?
Tim: Well honestly, if you’re not getting in front of this data, this artificial intelligence and implementing it into your business, you’re going to be left behind because traditional digital marketer, Facebook marketer, whatever they’re doing, they’re going to be marketing to the entire audience where my company’s going to be scraping the cream right off the top before they market it to the audience. If you’re not getting in front of it, if you’re not using this type of data in your business, eventually you will be locked out and there won’t be any leads for you out there and the only leads that you’re going to be buying or going to be getting are going to be very cold. They may be very early in the sales process and you might have to nurture these leads for a couple of months before you bear any fruit from it.
Kolten: Right. Obviously, you and I are experienced with the beauty of cold leads. Not really but-
Kolten: – a lot of business owners they’re buying lead list and lead list are insanely expensive, a thousand, $2,000 and you might get one sale out of it. If you’re selling a high price ticket item, it’s just not going to happen. Warm leads, I know me and you were having this conversation earlier, warm leads are where it’s that and you’re offering a system they can really provide business owners with warm leads on a consistent basis.
Tim: Absolutely, because not only do we know exactly who is looking for the product that our clients are selling and we put their ad budget only to those people but then we nurture those people as well, so they’ll click on the ad, they’ll go to the landing page and put in their information and then we’ll drip on them, we’ll give them voicemails and text messages and emails and then when they respond to one of those outreaches, that’s when we give our lead off to our client.
The prospect is super hot at that point. They’ve raised their hand twice and they’re basically ready to make their purchase and it’s up to our client in order to close them. It’s their sale to lose at that point. They don’t have to waste their time which cold calls during the day, a bunch of people rejecting them, getting discouraged. They’re only going to be talking to people that are red hot and ready to go right now.
Kolten: Certainly, that makes perfect sense. We’re nearing the end of our podcast here. Thank you, Tim, for coming on and do you have anything else that you’d like to tell our audience or talk about what you’re doing or provide some information about your company?
Tim: Sure, we only work in a few different niches and we only work in markets that have at least a quarter million people in them. We’re very selective with who that we work with. We don’t want to work with people that don’t have a proven sales system. We’re not going to come in and fix your sales process for you. If we can give you a hot lead, if you can’t close them, we can’t help you and frankly, we don’t want to work with you. We work with mortgage brokers, dentists, personal injury lawyers and financial planners. If you’re in one of those niches and you’re in a market of 250,000 people or more and you have a proven sales system and you just don’t have enough prospects to talk to every every day, [music] we can help you. You can go to the nextgenmarketing.info, schedule a discovery call with us and see if you qualify for one of our spots.
Kolten: All right, well thank you so much Tim for coming on. It was great having you and best of luck with your business and we’ll continue to see how big data continues to pan out because I think we both agree, it’s going to have a huge impact on marketing especially in the coming months.
Tim: It sure is. It’s going to change the entire landscape. Thanks Kolten. I appreciate you having me.
Kolten: Of course. Thank you. All right, and thanks to everyone for tuning in. This is the dare to dream podcast. Go ahead and catch us next week.
Hiring an employee can be a very daunting task, especially when it comes to certain parts of the hiring process which include the interview. It is shocking how many employers struggle with the interview process. Fortunately, there are guides to interviewing employees that will help you find the right person for the job.
Look Over Questions to Ask in Advance
One of the most critical aspects of an interview strategy for potential employees is preparing some questions. This will not only help the interview process go more smoothly, but it will also show the interviewee that you are reliable and competent. At the same time, you want to avoid the generic questions that are always asked in interviews such as where candidates see themselves in 5 years. For one thing, it gives very little information about the individual in relation to the job they are interviewing for.
Look Over Their Information
There is a reason that you asked for their resume. Therefore, you should look into it and get to know the candidate from the resume. This will help them feel a little more important. This will also make them a little more comfortable with the interview. This can also help you come up with questions to ask them.
Clearly Describe the Job
One thing that can be very frustrating for the candidate is that the job description is not clear. It is surprisingly common for people to get hired and not know enough about what they are going to be doing. If you take the time to explain what the candidate is going to be doing, then you will help make the candidate a little more comfortable and confident about his role in the company.
Allow Candidates to Ask Questions
Giving the candidate time to ask questions of their own can be very telling about what kind of worker they will be for your company, and it’s an insight that otherwise might have been impossible see without this section of the interview. Did they bring pre-prepared questions with them? Do they claim to have no questions at all? These moments can help you to see if your candidate is truly interested in learning more about your company and the work culture, or if they are only hoping to make a quick buck until the next good thing rolls their way.
When hiring candidates, you have to make sure that the interview process is going well. Often, a bad interview process can give both you and the candidate the wrong impressions. This can result in you losing the right person and hiring the wrong person. One thing that can help is making the interviewee feel comfortable. In many cases, they are going to be nervous. One of the best ways to ease their nervousness is by being clear about the job. For more articles on business tips and tricks, check out our blog!
If you are looking to get a business loan, it can seem overwhelming at first. After all, it can be confusing to know what you need to do in order to qualify in the first place. However, if you use the five tips below, you can vastly increase the chances that a lender will extend a loan to you for your business.
One of the first things lenders want to see is your capacity to pay back a loan. This typically means that you need to raise your credit score. If you are wondering how to do that, the first thing you should do is pay down your credit card balances. As a general rule, consumers should only ever use up to 30% of their available credit; if you have more than that, pay down your debt below 30% to improve your credit and your standing before a potential lender. This will help you improve your chances.
Character as a Business Owner
The bank or lender is going to want to see that you have great character as a business owner. This shows them that you are the type of person they would want to do business with. Be sure to have plenty of testimonials and references from customers, friends, and business partners on hand.
Capital You Will Need
According to Inc, your chances of succeeding with your business are helped by anticipating future needs, spending, profits, and cash flow. The amount of capital you are asking for will affect your chances of getting the loan on the first try. Furthermore, how much money you will need going forward after the first loan is another factor. Be sure you can communicate what you will need and why so that your plan of action sounds solid. Back it up with a well-thought-out business budget.
The Condition of Your Business
The condition of your current business has a lot to do with your chances. If you are walking in with a failing business, the lenders might see your loan as just another thing that you will waste. Be sure to have a great vision or results to show the investors so they can be fully supportive.
It helps to have some form of collateral with your loan. This could be your house, your car, or the business assets. Anything to reduce the lender’s risk will help you in securing the loan you want.
When it comes to business, there is nothing more important than capital. Without the right funds, you can’t get the right investments in your business to grow at the rate you want. That is why it is crucial to know how to get a business loan. Use the tips above and secure a loan that will help you get where you want to go sooner rather than later.
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