Latest / Aggressively Human: For experts choosing expansion over extraction. / How we designed our fall programs (and who they're actually for)

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How we designed our fall programs (and who they're actually for) · Aggressively Human: For experts choosing expansion over extraction.

0:00
SPEAKER_01: Welcome to the Aggressively Human podcast where the length
0:04
SPEAKER_01: of our programs is dictated by actually what's in them.
0:10
SPEAKER_01: My name is Jessica Lackey.
0:11
SPEAKER_01: And I'm Meg Casebolt.
0:13
SPEAKER_01: And today we're talking about our fall programs and not just like what they are,
0:19
SPEAKER_01: but like why we constructed them the way we did.
0:22
SPEAKER_01: Why that is part of our method and maybe who it's right for.
0:27
SPEAKER_01: But before we get into the mechanics of sort of the design decisions,
0:30
SPEAKER_01: Meg, tell us what your fall program is.
0:34
SPEAKER_00: Sure.
0:34
SPEAKER_00: So my fall program is actually just beginning in fall, but it's not just the fall.
0:40
SPEAKER_00: It is called Signal.
0:42
SPEAKER_00: It is what I consider a mentorship program,
0:44
SPEAKER_00: not a membership program because I really want it to feel like I am there,
0:49
SPEAKER_00: in there with you,
0:50
SPEAKER_00: guiding you through a process like a mentor,
0:53
SPEAKER_00: not just open-ended, you're in this group, good luck.
0:57
SPEAKER_00: And it is a year-long program because I want people to feel like they have a year
1:03
SPEAKER_00: to get questions answered.
1:06
SPEAKER_00: And to test things out and come to me with their questions and say, I did this, is it right?
1:11
SPEAKER_00: What would you do in this situation?
1:14
SPEAKER_00: Why isn't it working?
1:15
SPEAKER_00: So that's why I call it a mentorship instead of a membership.
1:19
SPEAKER_00: It is all focused on AI discoverability.
1:21
SPEAKER_00: And so...
1:23
SPEAKER_00: We start from what does AI already know about you?
1:26
SPEAKER_00: We do some positioning work around what do you want AI to know about you?
1:30
SPEAKER_00: What have you already created that you can utilize and strengthen and amplify
1:35
SPEAKER_00: and repurpose instead of always creating something new?
1:39
SPEAKER_00: We talk a lot about It's like,
1:42
SPEAKER_00: oh my god,
1:43
SPEAKER_00: it sounds so boring when I actually explain it this way,
1:45
SPEAKER_00: but it's like,
1:45
SPEAKER_00: are you structuring your information in a way that these tools can read?
1:50
SPEAKER_00: Are you putting them on the platforms that these tools can actually see?
1:55
SPEAKER_00: And the ways that these AI tools, Google being one of them,
2:03
SPEAKER_00: The ways that they're processing information is different than it was several years ago.
2:07
SPEAKER_00: So a lot of people,
2:08
SPEAKER_00: even people who have been through my previous programs,
2:10
SPEAKER_00: are sort of adjusting and adapting and relearning and changing what it is
2:14
SPEAKER_00: that they've already done and created for the way that the new systems are analyzing
2:19
SPEAKER_00: and synthesizing and extracting information.
2:22
SPEAKER_00: And so that's why I set it up so that way you can learn from me,
2:26
SPEAKER_00: but you can also take the time to implement and get support from During
2:30
SPEAKER_00: the implementation process, because it's not simple and it's constantly evolving.
2:38
SPEAKER_01: So how is your program constructed related to the amount of,
2:42
SPEAKER_01: okay, it's a year-long commitment for someone, but that's not all the same phase.
2:47
SPEAKER_01: Like, so you have,
2:48
SPEAKER_01: I know I love for your program to know there's some,
2:51
SPEAKER_01: there's a phase of learning,
2:52
SPEAKER_01: there's a phase of doing, and then also it does take some time for...
2:58
SPEAKER_01: You know, AI to like update all its thinking.
3:01
SPEAKER_01: So how is it structured from a year long experience?
3:05
SPEAKER_01: What happens at the beginning?
3:07
SPEAKER_01: What happens in the middle?
3:07
SPEAKER_01: What happens at the end?
3:09
SPEAKER_00: Yes.
3:09
SPEAKER_00: So I would say it's basically four, three month cycles.
3:15
SPEAKER_00: And so the first cycle I run in fall and in spring,
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SPEAKER_00: and that is a training cycle that is learn how this stuff works.
3:24
SPEAKER_00: And so I meet with my mentees, if you will.
3:29
SPEAKER_00: Every week I'll do a one-hour training for 10 weeks where we're able to walk
3:35
SPEAKER_00: through specific parts of my framework and they are able to ask
3:38
SPEAKER_00: and answer questions live.
3:41
SPEAKER_00: So that it's like, oh, when you say this, is that applicable to me?
3:44
SPEAKER_00: Or how would that work for me?
3:45
SPEAKER_00: Because I think sometimes when you're just watching pre-recorded videos,
3:48
SPEAKER_00: it can feel theoretical and not that practical application component of it.
3:53
SPEAKER_00: And so that is basically fall and spring.
3:55
SPEAKER_00: I teach this program live.
3:57
SPEAKER_00: I don't teach it year round because A,
3:59
SPEAKER_00: I want people to understand the entire system relatively quickly instead
4:03
SPEAKER_00: of feeling like I'm stretching it out.
4:05
SPEAKER_00: And B, between the time that I taught the last cohort in April and now in September,
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SPEAKER_00: things have changed.
4:15
SPEAKER_00: And so if I were to have to,
4:18
SPEAKER_00: you know,
4:18
SPEAKER_00: create something that's evergreen and prerecorded,
4:21
SPEAKER_00: A lot of it would change by the next time that I teach it.
4:24
SPEAKER_00: And that also gives me a chance to change the way that I teach based
4:26
SPEAKER_00: on what I'm learning from each cycle.
4:29
SPEAKER_00: So that's my fall and my spring are more learning.
4:34
SPEAKER_00: Direct, hands-on, face-to-face learning or face-to-Zoom learning.
4:39
SPEAKER_00: I don't know, but synchronous learning, we'll say.
4:43
SPEAKER_00: And I assign, hey, check out this homework.
4:46
SPEAKER_00: Here's a workbook.
4:46
SPEAKER_00: People don't have to do it, but if they want it, they can submit it and get my feedback on it.
4:51
SPEAKER_00: And then we have fall and summer,
4:54
SPEAKER_00: I'm sorry, winter and summer are more kind of, this is your time for implementation.
4:59
SPEAKER_00: So we have office hours.
5:01
SPEAKER_00: And so you take what you learned in,
5:03
SPEAKER_00: let's say you learn,
5:05
SPEAKER_00: you join in September and you learn September,
5:07
SPEAKER_00: October,
5:07
SPEAKER_00: November,
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SPEAKER_00: and then you can spend November, December, January, February, like doing the work.
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SPEAKER_00: And coming to the office hours and being like, I tried this and I'm seeing these results.
5:20
SPEAKER_00: What does that mean?
5:22
SPEAKER_00: Oh, now, you know, ChatGBT understands that I do this, but it's not attributing this to me.
5:27
SPEAKER_00: Why not?
5:28
SPEAKER_00: What can I do now?
5:29
SPEAKER_00: What can I do now?
5:30
SPEAKER_00: So some of it is troubleshooting in real time
5:33
SPEAKER_00: that I know you probably taught this back in week two,
5:36
SPEAKER_00: but I wasn't ready for it then.
5:38
SPEAKER_00: And now I am.
5:38
SPEAKER_00: Yeah.
5:41
SPEAKER_00: And then the reason that I also run it as a year-long program and not
5:44
SPEAKER_00: a six-month program is that I want people to go through the trainings twice.
5:48
SPEAKER_00: For exactly that reason.
5:50
SPEAKER_00: That once you've been through it once, you have a theoretical idea of it.
5:54
SPEAKER_00: And then you go, you try, you implement.
5:57
SPEAKER_00: And also like life is happening at the same time.
6:00
SPEAKER_00: And maybe you take two months off because you just don't have time to do it.
6:04
SPEAKER_00: You have client work.
6:04
SPEAKER_00: You have family stuff come up.
6:05
SPEAKER_00: And like that's okay too.
6:07
SPEAKER_00: Like you don't have to implement within the three week time period that I say.
6:11
SPEAKER_00: That's why we have a year is because maybe you don't have time when I have time.
6:16
SPEAKER_00: And that's okay.
6:19
SPEAKER_00: You have time to do implementation.
6:21
SPEAKER_00: You have time to see whether it's working.
6:23
SPEAKER_00: You have resources at your disposal to figure out whether it's working.
6:26
SPEAKER_00: You have me in your corner to ask questions to.
6:29
SPEAKER_00: And then you go through the training again,
6:32
SPEAKER_00: and it makes more sense because you've already been through it.
6:35
SPEAKER_00: And when I say, okay, what's your content infrastructure?
6:39
SPEAKER_00: What's your entity signal statement?
6:41
SPEAKER_00: That's not new information.
6:43
SPEAKER_00: You're able to say, yep, I did that.
6:44
SPEAKER_00: I put it here, here, and here.
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SPEAKER_00: And now I see it showing up in these platforms and you can see it working.
6:51
SPEAKER_00: And the first time that I taught it this way was in the spring.
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SPEAKER_00: And I already have people from my spring group who are like,
6:57
SPEAKER_00: I cannot wait to go through this again in the fall because now I see it working
7:00
SPEAKER_00: and I will understand it better.
7:04
SPEAKER_00: The other part that I do year round is every two weeks I have a content review cycle.
7:09
SPEAKER_00: So whatever you're working on,
7:11
SPEAKER_00: You can submit it to me and I will either go through your Google Doc,
7:15
SPEAKER_00: you know, line by line and be like, this part doesn't make sense.
7:19
SPEAKER_00: Move this up.
7:19
SPEAKER_00: Sort of like some developmental editing, some line editing, some infrastructure.
7:25
SPEAKER_00: Hey, this should be an H2 instead of an H3.
7:27
SPEAKER_00: That kind of stuff.
7:29
SPEAKER_00: Or if you have something that's been published or it isn't like a Google Doc
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SPEAKER_00: that I can edit, I'll record walkthrough videos.
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SPEAKER_00: I'll do them in Vimeo and just be like, here's what I see.
7:38
SPEAKER_00: Here's what I think is really good.
7:39
SPEAKER_00: Here's what I want you to change.
7:40
SPEAKER_00: And oh, did you notice this on your website?
7:42
SPEAKER_00: Oh, your footer is a little bit off.
7:44
SPEAKER_00: This is this part's missing.
7:46
SPEAKER_00: We talked about this.
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SPEAKER_00: This is how I would write it.
7:48
SPEAKER_00: These videos are typically,
7:50
SPEAKER_00: I don't know,
7:50
SPEAKER_00: between eight to 12 minutes long for each of these people every two weeks.
7:54
SPEAKER_00: And so you're constantly getting that feedback and support from me in the process.
7:58
SPEAKER_00: I'm finding also that I'll talk to people during office hours.
8:03
SPEAKER_00: Which I have,
8:04
SPEAKER_00: you know,
8:04
SPEAKER_00: Tuesdays,
8:06
SPEAKER_00: sometimes Tuesdays,
8:07
SPEAKER_00: sometimes Wednesdays, depending on which times when we're talking about.
8:09
SPEAKER_00: Because I have a lot of folks in Australia, Japan.
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SPEAKER_00: So I'll do once a month, I'll do an evening workshop for me.
8:17
SPEAKER_00: So that way they still get some time with me.
8:21
SPEAKER_00: But they're saying, okay, I want to get your feedback on this during the office hours.
8:25
SPEAKER_00: And then I want to submit it in time for the content feedback.
8:28
SPEAKER_00: So that way you can give me feedback on it.
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SPEAKER_00: And I can start working on it by the time we get to next office hours.
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SPEAKER_00: So it's this very iterative process of there's still some external support,
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SPEAKER_00: external accountability where people are saying,
8:41
SPEAKER_00: by the next time I talk to you, I want to have this done.
8:44
SPEAKER_00: So I know you, Jessica, I know you love a rhythm.
8:47
SPEAKER_00: You love a cadence.
8:47
SPEAKER_00: You love like an ability to check in on certain things.
8:51
SPEAKER_00: But also like if you miss an office hours, no big deal.
8:53
SPEAKER_00: It's office hours.
8:54
SPEAKER_00: If you miss a training, no big deal.
8:55
SPEAKER_00: There's a recording.
8:57
SPEAKER_00: So it's something that can work for people's lives because it's built to take time.
9:01
SPEAKER_00: And even if you do,
9:03
SPEAKER_00: even if you were to like do all the work in week one,
9:06
SPEAKER_00: which I would not recommend,
9:07
SPEAKER_00: even if you were to do everything that I tell you to do,
9:09
SPEAKER_00: it still would take time to see whether or not it's working
9:12
SPEAKER_00: because these systems take time.
9:14
SPEAKER_00: So having,
9:15
SPEAKER_00: you know,
9:16
SPEAKER_00: a year to say, oh,
9:17
SPEAKER_00: you know,
9:18
SPEAKER_00: I wrote this framework post in And by January,
9:24
SPEAKER_00: I could see that I was getting cited for it.
9:26
SPEAKER_00: And by April,
9:27
SPEAKER_00: I was having people come to me and say,
9:29
SPEAKER_00: I found your framework and now I want to work with you.
9:32
SPEAKER_00: That's not abnormal.
9:35
SPEAKER_00: It can move faster for people who already have some sort
9:37
SPEAKER_00: of established digital presence,
9:39
SPEAKER_00: especially a really clear point of view on what it is that they do and
9:42
SPEAKER_00: who they do it for.
9:44
SPEAKER_00: But it doesn't always happen quickly.
9:45
SPEAKER_00: Sometimes it does, sometimes it doesn't.
9:47
SPEAKER_00: So I want to give people time to establish themselves,
9:50
SPEAKER_00: to test their work,
9:51
SPEAKER_00: to iterate on it,
9:53
SPEAKER_00: to fix things that like maybe didn't make sense the first time and they can do it
9:56
SPEAKER_00: a second time.
9:58
SPEAKER_00: And so, yeah, that is the Signal program.
10:03
SPEAKER_00: In a nutshell of a 10-minute rant.
10:06
SPEAKER_01: Who do you find is a fit for your program and who is not a fit and why?
10:12
SPEAKER_00: I would say that the target market for it is expert-led businesses,
10:17
SPEAKER_00: whether those are coaches, consultants, service businesses.
10:22
SPEAKER_00: It tends to be more focused on the informational side of things than product-based businesses.
10:32
SPEAKER_00: We do have some local service providers who are in the group,
10:34
SPEAKER_00: photographers, doulas,
10:36
SPEAKER_00: people who are trying to get found in their local area for
10:39
SPEAKER_00: a specific in-person service.
10:41
SPEAKER_00: And then there are a lot of people who are running online businesses.
10:44
SPEAKER_00: I also find that folks who see the fastest established business results are people
10:51
SPEAKER_00: who are Comfortable creating content and maybe have a bit of a backlog of content.
10:57
SPEAKER_00: So maybe they're YouTubers or they're podcasters
11:02
SPEAKER_00: or they are voracious email newsletter senders that I can go,
11:06
SPEAKER_00: okay, now publish it, publish it publicly.
11:08
SPEAKER_00: But like they have a thought process.
11:10
SPEAKER_00: They have a content production process.
11:12
SPEAKER_00: They have a body of work that we can hone and play with and sculpt.
11:17
SPEAKER_00: Um, It's harder to start from zero and say,
11:21
SPEAKER_00: what is my perspective than to say,
11:23
SPEAKER_00: what have I already written that I can use to turn into puzzle pieces to make into
11:27
SPEAKER_00: a larger opportunity?
11:30
SPEAKER_00: But there are some folks who have sort of not necessarily done
11:34
SPEAKER_00: that establishing work yet,
11:36
SPEAKER_00: but they know what it is that they do and who they want to work for.
11:39
SPEAKER_00: And so sometimes they actually get results faster because we don't have to undo things.
11:43
SPEAKER_00: The years of, oh, I used to think this and now I do it this way.
11:47
SPEAKER_00: If they can come out of the gate strong and just like have very clear point of view.
11:53
SPEAKER_00: But I do,
11:54
SPEAKER_00: the folks that I work with do tend to be pretty strong writers and have
12:00
SPEAKER_00: a strong point of view about what it is that they do and who they do it for.
12:04
SPEAKER_01: Awesome.
12:05
SPEAKER_01: Is there anything you want to share about the program that I haven't asked you about?
12:08
SPEAKER_00: Yeah.
12:11
SPEAKER_00: I have been running some iteration or variation of a group coaching program
12:19
SPEAKER_00: since 2017, 2016 maybe.
12:22
SPEAKER_00: Um, and it has changed and evolved as both the market has changed and the industry has changed.
12:31
SPEAKER_00: So, you know,
12:32
SPEAKER_00: there have been times where I've run it and it's been more of a membership and more
12:35
SPEAKER_00: of a like,
12:35
SPEAKER_00: we'll do accountability and coworking in the group and, um,
12:39
SPEAKER_00: Times where people really wanted it to be pre-recorded so they could watch it
12:42
SPEAKER_00: on their own.
12:44
SPEAKER_00: And I'm always willing to adjust to what my people need.
12:50
SPEAKER_00: And I feel like I've landed on something that works incredibly well
12:55
SPEAKER_00: for this target population,
12:57
SPEAKER_00: which is,
12:58
SPEAKER_00: you know,
12:59
SPEAKER_00: they don't necessarily need me to be there looking over their shoulder and saying,
13:02
SPEAKER_00: here's when you're going to work.
13:04
SPEAKER_00: Although I do find that some of them will say I need some support with this.
13:07
SPEAKER_00: Can anyone else like meet up with me and body double?
13:09
SPEAKER_00: And they're happy to do that with each other.
13:12
SPEAKER_00: But I've I've found that for this particular.
13:17
SPEAKER_00: It's much more how can I individually support people in a group coaching setting?
13:22
SPEAKER_00: So it really does feel like it's.
13:25
SPEAKER_00: Personalized attention and I know every single person who's in that room
13:30
SPEAKER_00: when they show up and that's a really lovely feeling too that it's intimate
13:35
SPEAKER_00: and it's not too big and I can make those adjustments in real time
13:40
SPEAKER_00: and say well everyone who's here today is running this kind of business
13:44
SPEAKER_00: so I'm not going to talk about this part quite so heavily and so I think
13:48
SPEAKER_00: that I've gotten really good at The leadership side of things and being able
13:53
SPEAKER_00: to customize things to individual people in a way that I wasn't maybe five years ago
14:00
SPEAKER_00: or didn't need to five years ago because the rules were simpler.
14:04
SPEAKER_00: So I like to think about that,
14:06
SPEAKER_00: too, is the evolution of this into the word mentorship feels important to me.
14:13
SPEAKER_00: That choice to say it's going to be me for everything.
14:20
SPEAKER_01: When does your program start and how much does it cost?
14:23
SPEAKER_00: It starts on September 22nd and it is $1,000 a year or $300 a quarter.
14:29
SPEAKER_01: Well, I love that.
14:30
SPEAKER_01: Anything else you want to share with our listener base?
14:34
SPEAKER_00: No,
14:34
SPEAKER_00: but I want to hear about what you are doing this fall because I am now back to being
14:40
SPEAKER_00: a member of your membership.
14:41
SPEAKER_00: And it is delightful.
14:43
SPEAKER_00: You have such an active membership and you've got building blocks
14:47
SPEAKER_00: and you've got foundations cohort and you've got so much going on.
14:50
SPEAKER_00: So what is it that you are doing this fall, my friend?
14:53
SPEAKER_01: So this will be the seventh iteration of the Define Your Foundations cohort program.
14:58
SPEAKER_01: So the membership is a place to do some self-service learning,
15:04
SPEAKER_01: learn some of my language,
15:05
SPEAKER_01: but also just do the rhythms that are required to run a business.
15:09
SPEAKER_01: So Planning, tending, sales outreach and things like that.
15:14
SPEAKER_01: But Define Your Foundations has quickly become the place
15:16
SPEAKER_01: to like build your business infrastructure.
15:20
SPEAKER_01: So it is your business foundations.
15:22
SPEAKER_01: It is six months.
15:25
SPEAKER_01: I have about a 30% of people take it twice.
15:30
SPEAKER_01: It's got four phases.
15:32
SPEAKER_01: Phase one is Create the space to do this work and set down the shoulds.
15:37
SPEAKER_01: So what I found is that in the beginning of,
15:43
SPEAKER_01: normally I would start launching in with clients.
15:46
SPEAKER_01: Who's your client?
15:47
SPEAKER_01: Where do we start?
15:48
SPEAKER_01: But what that didn't do was give people the space to set down the stuff
15:52
SPEAKER_01: that doesn't belong to their business model,
15:53
SPEAKER_01: that sets down all the things that they were otherwise,
15:56
SPEAKER_01: because no one's coming in with time on their hands.
16:01
SPEAKER_01: So actually, that's where building blocks came in.
16:04
SPEAKER_01: So we start with what's your zone of enoughness?
16:07
SPEAKER_01: What do you actually need this work to do for you?
16:09
SPEAKER_01: So I know, are we shooting for, you know, a 20 grand a month business?
16:13
SPEAKER_01: Are you just trying to cover your bills?
16:15
SPEAKER_01: What season are you in of this business?
16:18
SPEAKER_01: And then we do building blocks,
16:19
SPEAKER_01: which is the What time and capacity do you actually have and how do you bucket all
16:25
SPEAKER_01: the things you've been told you're supposed to do and even all the things I'm going
16:28
SPEAKER_01: to ask you do in this program.
16:29
SPEAKER_01: How do you start to segment your,
16:31
SPEAKER_01: be aware of your time and segment your priorities so that all
16:34
SPEAKER_01: the work we are doing gets done.
16:38
SPEAKER_01: Then phase two is defining the business.
16:42
SPEAKER_01: Who do you serve?
16:43
SPEAKER_01: What's your philosophy on how you serve them?
16:46
SPEAKER_01: What is your process for how you're going to serve them?
16:49
SPEAKER_01: And starting the relational outreach habits because sometimes you want to change
16:55
SPEAKER_01: who your client is or you realize that, oh,
16:57
SPEAKER_01: actually selling to this client at this offer and this price point means you've got
17:02
SPEAKER_01: to do a way more selling, right?
17:05
SPEAKER_01: So it's the concept of like actually the messaging and the catalytic event
17:10
SPEAKER_01: that would get someone to hire you looks different if you are selling,
17:13
SPEAKER_01: for example,
17:13
SPEAKER_01: if you're a bookkeeper,
17:14
SPEAKER_01: if you are selling fractional CFO services on retainer,
17:19
SPEAKER_01: Or doing basic bookkeeping cleanup,
17:22
SPEAKER_01: both in the financing space, both are going to command different premiums.
17:26
SPEAKER_01: Both of them are going to say, I need to network in different places.
17:29
SPEAKER_01: So we start with defining that business.
17:30
SPEAKER_01: I call it business model Tetris because that all matters.
17:34
SPEAKER_01: Then we move into building the marketing and sales engine around that.
17:39
SPEAKER_01: Because again, a lot of people jump into marketing.
17:40
SPEAKER_01: I'm like, I don't know.
17:41
SPEAKER_01: What marketing do we need to do?
17:43
SPEAKER_01: It all depends on who you're serving and how you're serving them.
17:47
SPEAKER_01: And how many customers do you need?
17:49
SPEAKER_01: And then only then can we start doing the real like
17:53
SPEAKER_01: beyond just like basic network maintenance, marketing and sales.
17:56
SPEAKER_01: Because again, how you sell is dependent on who you serve and the sales process looks different.
18:01
SPEAKER_01: And then we kind of close with once you've built it, you must run it.
18:05
SPEAKER_01: So how do we align our time and energy throughout those four phases?
18:11
SPEAKER_01: Sequence the events so that there's some meaty thinking in design decisions
18:18
SPEAKER_01: with some of the implementing the habits you're going to need
18:21
SPEAKER_01: to run your business long term.
18:22
SPEAKER_01: So, you know, we,
18:24
SPEAKER_01: you know,
18:24
SPEAKER_01: when you figure out who your client is,
18:26
SPEAKER_01: we start with implementing the relationship rhythm system.
18:29
SPEAKER_01: In month two,
18:30
SPEAKER_01: I teach you the roots to fruits metrics philosophy because I have
18:33
SPEAKER_01: to track what you're doing underneath that leads to But like,
18:39
SPEAKER_01: you know,
18:39
SPEAKER_01: giving you a template that says track your outreach until we started talking
18:43
SPEAKER_01: about relationship rhythms doesn't make sense.
18:46
SPEAKER_01: So it's really a curated.
18:51
SPEAKER_01: If I've learned in past cohorts that if I front load all
18:53
SPEAKER_01: the intellectual horsepower stuff to the beginning of like, who's your client?
18:57
SPEAKER_01: Go talk to them.
18:58
SPEAKER_01: What's your premise?
18:59
SPEAKER_01: What's your method?
19:00
SPEAKER_01: What's your offers?
19:01
SPEAKER_01: What's your pricing?
19:02
SPEAKER_01: I front loaded that people felt very behind.
19:05
SPEAKER_01: So I've spread it out with some like you're going to there's going
19:08
SPEAKER_01: to be some intellectual horsepower things where you have to like really decide.
19:12
SPEAKER_01: And then basic business hygiene that no matter what you do is important
19:16
SPEAKER_01: and doesn't require as much.
19:18
SPEAKER_01: Decisions as much as it's like it's like we're still doing the work,
19:23
SPEAKER_01: but we're doing more integration work versus like I have to decide on my method.
19:28
SPEAKER_01: So I've spread out sort of the media intellectual chunks with more,
19:33
SPEAKER_01: again, basic business hygiene and maintenance that is not taught anywhere else.
19:38
SPEAKER_01: It's six months because if it was a year.
19:43
SPEAKER_01: People wouldn't get to some of the marketing and sales stuff until too late.
19:46
SPEAKER_01: So it's kind of designed for you're going to go through it all in six months.
19:51
SPEAKER_01: Some of it's going to click right away and some of it you can come back to
19:55
SPEAKER_01: if you decide to renew or you'll always get the recorded materials.
20:01
SPEAKER_01: It's been a nice compliment to have this with the membership because in the cohort,
20:06
SPEAKER_01: you're putting these things in place and the membership is where you're practicing
20:09
SPEAKER_01: and doing it all.
20:10
SPEAKER_01: So that's kind of the four phases of the program.
20:16
SPEAKER_00: I love that too.
20:16
SPEAKER_00: And I love that you say,
20:17
SPEAKER_00: you know, I used to just jump into the intellectual, what was the word you use?
20:23
SPEAKER_00: Intellectual horsepower?
20:24
SPEAKER_01: Like the more intellectual decision-making requirements.
20:28
SPEAKER_01: Yeah.
20:29
SPEAKER_00: And like the things that I think as a business coach,
20:32
SPEAKER_00: you sort of assume, oh, who's your who's your client?
20:34
SPEAKER_00: But like when you ask enough of these questions, what's your process?
20:38
SPEAKER_00: Who do you want to work with?
20:39
SPEAKER_00: What's your pricing?
20:40
SPEAKER_00: How much money do you need to make?
20:41
SPEAKER_00: But people don't necessarily sit down and think through all of that as one system.
20:46
SPEAKER_00: It's more like, oh,
20:47
SPEAKER_00: I got a client and I charged that person this much for this thing,
20:50
SPEAKER_00: but it's not necessarily systematized.
20:52
SPEAKER_00: And so I like that you're like, okay,
20:55
SPEAKER_00: before we do any of that, like,
20:57
SPEAKER_00: let's figure out what you need the business to do for you,
20:59
SPEAKER_00: what your business model is.
21:01
SPEAKER_00: Because I think sometimes if you don't have that foundation in place,
21:04
SPEAKER_00: which is obviously why you call it Define Your Foundations, like,
21:07
SPEAKER_00: or you've followed some guru and the system doesn't work for you
21:11
SPEAKER_00: because it was their system for their business model based
21:14
SPEAKER_00: on their marketing techniques.
21:15
SPEAKER_00: And then you don't necessarily want to do things all that way,
21:18
SPEAKER_00: or it doesn't work for your neurotype or your lifestyle.
21:23
SPEAKER_00: So starting from not make all of these decisions,
21:27
SPEAKER_00: but figuring out when each of those decisions needs to be made so
21:32
SPEAKER_00: that it doesn't block you,
21:34
SPEAKER_00: it doesn't hold you back,
21:36
SPEAKER_00: but you also don't need to front load every decision and then panic
21:39
SPEAKER_00: if you make one wrong and feel like every domino is now going to fall over.
21:43
SPEAKER_01: So the program is very much about kind of like learn, build, practice, learn, build, practice.
21:49
SPEAKER_01: There is...
21:51
SPEAKER_01: The pre-recorded videos, because again, I'm not teaching you what to do.
21:56
SPEAKER_01: I'm teaching you how to think.
21:59
SPEAKER_01: Like how, what are the factors that go into understanding your client?
22:02
SPEAKER_01: How do you understand what jobs you need your marketing to do?
22:07
SPEAKER_01: So it's very,
22:08
SPEAKER_01: there's the videos,
22:10
SPEAKER_01: the pre-recorded videos are really kind of like foundational principles.
22:14
SPEAKER_01: And then we talk in the live classes on Thursdays about how to apply them.
22:18
SPEAKER_01: Um, one of the other features of the program is,
22:22
SPEAKER_01: um, Monday, Monday, I call it coworking slash laser coaching.
22:26
SPEAKER_01: Um, I have found that for a lot of people,
22:29
SPEAKER_01: um, group is not where they ask best quest their questions the best.
22:34
SPEAKER_01: And, um,
22:36
SPEAKER_01: sometimes it can feel like,
22:38
SPEAKER_01: and like a lot of my philosophy, sometimes you're waiting your turn.
22:41
SPEAKER_01: So what I do is I say, if you have something to work on, work on it here.
22:45
SPEAKER_01: If you have a question, I'll bring you in for 10.
22:48
SPEAKER_01: Breakout, 10-minute breakout sessions.
22:51
SPEAKER_01: So if you want my eyes on something live,
22:54
SPEAKER_01: you have a question,
22:55
SPEAKER_01: we get all that addressed to get you unstuck without having an additional call
23:01
SPEAKER_01: on people's calendars.
23:03
SPEAKER_00: I love that.
23:06
SPEAKER_00: I might adopt that.
23:07
SPEAKER_00: I know that you've had issues in the past where it's like,
23:08
SPEAKER_00: I get on a call and I think that I'm supposed to ask a question and I have
23:11
SPEAKER_00: to wait two hours and then they're like, okay, we're done.
23:13
SPEAKER_00: So I feel that,
23:14
SPEAKER_00: you know,
23:15
SPEAKER_00: that group can be hard and you don't always want everyone to know The details
23:19
SPEAKER_00: of what it is that you're going through,
23:20
SPEAKER_00: especially in things that are a bit more sensitive or private.
23:23
SPEAKER_00: Everything that I do with my clients is meant to be public.
23:28
SPEAKER_00: So there are certainly times where they come to me and they're like,
23:30
SPEAKER_00: I don't know that I want to tell this.
23:31
SPEAKER_00: And I'm like, then don't publish it.
23:33
SPEAKER_00: But we have to come up with something that you do publish versus you being able
23:36
SPEAKER_00: to say like, okay, what do your finances look like?
23:38
SPEAKER_00: People maybe don't want to have that happen in a recorded call on a group call.
23:45
SPEAKER_01: Yeah.
23:45
SPEAKER_01: And some people just,
23:46
SPEAKER_01: you know,
23:46
SPEAKER_01: if they people feel behind or something like that,
23:50
SPEAKER_01: I want them to have a space where they're like this,
23:52
SPEAKER_01: this like concept isn't clicking for me or I don't know how to apply it.
23:56
SPEAKER_01: I also offer, you know, every I started adding some of these things.
24:00
SPEAKER_01: And now that I have a membership is people submit their worksheets through a form
24:04
SPEAKER_01: so I can fill them out and respond to things asynchronously.
24:09
SPEAKER_01: Um, the people are shocked at the amount of attention that they get for the price point.
24:20
SPEAKER_01: And I kind of want everyone I mean, that's like a homework of all my programs.
24:23
SPEAKER_01: But I'm like, people are like, Oh, I feel like I'm asking you too much.
24:27
SPEAKER_01: I'm like, That is my job to triage that, not your job to manage my own energy.
24:34
SPEAKER_01: They're like, how are you able to pay as much attention to what I'm doing?
24:41
SPEAKER_01: You have all these members.
24:42
SPEAKER_01: I'm like, again, not your job to manage my mental capacity.
24:47
SPEAKER_01: That's my job.
24:48
SPEAKER_01: And if I tell you,
24:49
SPEAKER_01: I want people to feel like they can take advantage of the fact that I am here,
24:55
SPEAKER_01: really invested in their success,
24:56
SPEAKER_01: which is why it's only limited to 20 people at a time.
24:59
SPEAKER_01: I'm a nosy as hell person.
25:00
SPEAKER_01: And I'm like, if you let me put my nose into your business, I will do that.
25:05
SPEAKER_01: You're like a bloodhound.
25:06
SPEAKER_01: Kind of.
25:06
SPEAKER_00: Yeah.
25:08
SPEAKER_00: I catch the sniff and I want to go find the problem and fix it.
25:11
SPEAKER_01: Yeah.
25:13
SPEAKER_01: And what I've discovered is also some of the additional,
25:16
SPEAKER_01: if you do my cohort, you get the additional programs.
25:18
SPEAKER_01: So you get the additional building blocks program if you want it.
25:21
SPEAKER_01: You get the nine week relationship rhythms program.
25:24
SPEAKER_01: Prompts included if you want them.
25:27
SPEAKER_01: What I found is that not everyone needs them.
25:32
SPEAKER_01: Some people, the building blocks concepts, like they got it.
25:36
SPEAKER_01: They just roll with it.
25:37
SPEAKER_01: Some people, the relationship rhythms, they're like, I can, I can get this.
25:42
SPEAKER_01: Some people are like,
25:43
SPEAKER_01: no, actually relationship rhythms is the thing I need the most support with.
25:46
SPEAKER_01: Yeah, yeah, yeah.
25:47
SPEAKER_01: Offers pricing and digital marketing and stuff like that.
25:50
SPEAKER_01: Sure.
25:50
SPEAKER_01: We'll cover that later, but I need to focus on this.
25:54
SPEAKER_01: And doing that.
25:57
SPEAKER_01: The things that I've added since,
25:58
SPEAKER_01: you know, adding the membership to be like, this is where you go do stuff.
26:03
SPEAKER_01: Huge.
26:03
SPEAKER_01: Rearranging the cohort.
26:05
SPEAKER_01: I did that for the spring with put building blocks first.
26:08
SPEAKER_01: Huge.
26:11
SPEAKER_01: And I've also said,
26:14
SPEAKER_01: you know,
26:15
SPEAKER_01: if you haven't worked with clients before, this is not the program for you.
26:18
SPEAKER_01: Go to the membership, get your feet wet.
26:21
SPEAKER_01: I didn't have the membership before.
26:23
SPEAKER_01: And so people who are like, well,
26:24
SPEAKER_01: I haven't really worked with clients before felt lost
26:27
SPEAKER_01: because we started like moving.
26:29
SPEAKER_01: And I'm like, really, this is if you've got a little bit of tread under your tires.
26:35
SPEAKER_01: But you'll learn the basics of the philosophies and the approaches and the membership.
26:40
SPEAKER_01: Define Your Foundations is now the place where we put some scaffolding around
26:44
SPEAKER_01: the patterns you're already observing.
26:46
SPEAKER_00: Yeah.
26:48
SPEAKER_00: And you're getting more intimate support because it is only 20 people.
26:52
SPEAKER_00: And you are able to go deeper with those people.
26:54
SPEAKER_00: When you have a membership with hundreds,
26:57
SPEAKER_00: like you can't intellectually,
27:01
SPEAKER_00: individually engage with that many people and hold that space for them.
27:05
SPEAKER_00: Nor should you for $300, $500 a year.
27:08
SPEAKER_00: Yeah.
27:08
SPEAKER_01: I mean, you know,
27:09
SPEAKER_01: I do pride myself on knowing the members,
27:12
SPEAKER_01: what they, if they submit their monthly forms to me, I'm paying attention.
27:18
SPEAKER_01: Wow.
27:20
SPEAKER_01: Probably more than I should be, but I'm paying attention.
27:22
SPEAKER_01: Like, I want to support you.
27:23
SPEAKER_01: I want to know what you're doing and I want to see how I can make connections for you.
27:26
SPEAKER_01: But I don't get,
27:27
SPEAKER_01: I don't get to get my hands on your business and I don't get to sort of provide
27:30
SPEAKER_01: the accountability.
27:31
SPEAKER_01: Like, you know, I said this in the membership.
27:34
SPEAKER_01: I said it, I'm going to say to my program too.
27:35
SPEAKER_01: There's three things that set successful cohort members apart from those
27:42
SPEAKER_01: who maybe fail to have as much success.
27:44
SPEAKER_01: One is they track their metrics every month because only with
27:48
SPEAKER_01: that can we see Why you're not getting the results?
27:53
SPEAKER_01: Is it a challenge with the plan or is it a challenge with the execution of the plan?
28:01
SPEAKER_01: And I don't know if I can't see the numbers underneath.
28:03
SPEAKER_01: And two is they do their sacred sales hour.
28:05
SPEAKER_01: And three is one build project a month.
28:09
SPEAKER_01: In the membership, I can't tell if you're stuck.
28:11
SPEAKER_01: If you're in the cohort and you don't tell me that you're stuck,
28:14
SPEAKER_01: I'm not necessarily going to go track you down.
28:18
SPEAKER_01: But if you The people who want to tell me what they're doing, I'm like, great, we'll go run.
28:27
SPEAKER_01: Update your client, review your method, your premise statements, your offer docs.
28:31
SPEAKER_01: I'm like, let's go.
28:32
SPEAKER_01: I'm excited.
28:35
SPEAKER_01: But those are like, I'm like, people are like, how much can I ask you questions?
28:38
SPEAKER_01: I'm like,
28:39
SPEAKER_01: I don't know,
28:39
SPEAKER_01: as long as you do it in circle and not on voice memo or email, we're good.
28:44
SPEAKER_00: As long as they put it in a form I can keep track of.
28:48
SPEAKER_00: Yeah, as long as I know that I'm not missing it and feeling guilty about it.
28:51
SPEAKER_01: But I really set it up around some, like, interpretation of the business concept.
28:56
SPEAKER_01: And then I want people to go, like, that's why it's not an office hours call for me.
29:00
SPEAKER_01: I'm like, I want this to be a time where you do stuff.
29:03
SPEAKER_01: That's why so much of the membership these days is about, like, doing the practices.
29:08
SPEAKER_01: Most are, you know, most things are like hot seats.
29:10
SPEAKER_01: And I'm like, that's fine.
29:12
SPEAKER_01: I mean, yours are different because they're like hot seats on, like, Particular topics.
29:18
SPEAKER_01: Like it's not like generally like I need business advice.
29:21
SPEAKER_01: It's like, no, let's review this.
29:22
SPEAKER_01: And you're like showing why it works or doesn't work.
29:25
SPEAKER_01: It's like troubleshooting, not like.
29:27
SPEAKER_00: It's more troubleshooting than general inquiries.
29:29
SPEAKER_00: Yeah, it's very different.
29:30
SPEAKER_01: It's troubleshooting versus passive consumption as building.
29:38
SPEAKER_00: And I think also like because your program covers so much ground in
29:43
SPEAKER_00: a fairly condensed amount of time.
29:47
SPEAKER_00: So when people come to you,
29:48
SPEAKER_00: they probably come with one specific thing where they're like,
29:50
SPEAKER_00: I want you to help me figure out my ideal client or I want you to help me
29:54
SPEAKER_00: with my bookkeeping or I want you to help me with my outreach emails
29:57
SPEAKER_00: or there's something very specific.
29:58
SPEAKER_00: Whereas if you did that in office hours, like those people might not be at the same point.
30:04
SPEAKER_00: And therefore they'd be like, well, I don't really need the relationship rhythms.
30:07
SPEAKER_00: I've got that covered.
30:08
SPEAKER_00: I want to be spending my time on the time management stuff or the hour,
30:11
SPEAKER_00: you know,
30:11
SPEAKER_00: like they would want to be doing something else versus with mine,
30:15
SPEAKER_00: the outcome is so much more narrow and the scope of work is much more structured.
30:23
SPEAKER_00: And so even if somebody is in sort of like,
30:27
SPEAKER_00: you know,
30:27
SPEAKER_00: I'm going through and updating my website page and somebody comes to office hours
30:31
SPEAKER_00: and says, my Google search console is showing this weird error.
30:33
SPEAKER_00: They're like, oh, well, my Google search console sometimes shows weird errors too.
30:36
SPEAKER_00: Let me watch what Meg shows this person to do.
30:40
SPEAKER_00: And there are often things that come up in office hours
30:43
SPEAKER_00: and I'm troubleshooting outside of the scope of the program
30:46
SPEAKER_00: because I can't teach everything.
30:48
SPEAKER_00: But once we get into tracking and metrics, I'm like, OK, you're here.
30:51
SPEAKER_00: So I'm going to I'm going to give you the answer.
30:53
SPEAKER_00: And so people will come to office hours,
30:55
SPEAKER_00: even if they're just like learning through osmosis of I don't have
30:58
SPEAKER_00: a specific question,
30:59
SPEAKER_00: but I want to hear the types of questions that people are asking
31:02
SPEAKER_00: because I haven't thought about them yet.
31:04
SPEAKER_00: That is such a great way in a program like mine that is more targeted
31:11
SPEAKER_00: to say I'm going to learn from other business models.
31:14
SPEAKER_00: Because maybe someday that will be applicable to me.
31:17
SPEAKER_00: Or I'm going to learn from somebody who's a few steps ahead of me.
31:19
SPEAKER_00: So that way, when I get there, I have that as sort of a schema that I can learn from.
31:25
SPEAKER_00: And so, yeah,
31:26
SPEAKER_00: I can definitely see how each of those different models supports because of the way
31:32
SPEAKER_00: that the programs are organized.
31:35
SPEAKER_00: Yeah.
31:35
SPEAKER_00: My program.
31:36
SPEAKER_00: I realized I probably should have also run through like what's when you were like,
31:39
SPEAKER_00: oh, it has a four step process.
31:40
SPEAKER_00: I'm like, probably should have walked through what I actually teach.
31:45
SPEAKER_00: I said it was nine weeks of training,
31:48
SPEAKER_00: and that's mostly built on my Beacon framework,
31:50
SPEAKER_00: which I believe I've talked about on the podcast before,
31:52
SPEAKER_00: but I'll run through it again quickly for anybody who's new or listening for
31:55
SPEAKER_00: the first time or any time that we talk through a framework,
31:57
SPEAKER_00: that's a good thing, right?
31:59
SPEAKER_00: So Beacon is your brand entity,
32:03
SPEAKER_00: your expertise,
32:04
SPEAKER_00: your authority,
32:05
SPEAKER_00: your content infrastructure, your omni-channel presence, and your narrative, Beacon.
32:10
SPEAKER_00: The idea is that your marketing doesn't have to be scattered.
32:14
SPEAKER_00: You don't have to be in all the places.
32:16
SPEAKER_00: Instead,
32:16
SPEAKER_00: I like to think of people as being more like a lighthouse or more like
32:20
SPEAKER_00: a radio station where you're in one place and then you're sending out a signal
32:25
SPEAKER_00: that other people are then able to pick up when they're ready for it.
32:28
SPEAKER_00: So if you're thinking of it more like a lighthouse and you have that light going on,
32:32
SPEAKER_00: you're in one place and you're protecting people.
32:34
SPEAKER_00: And then when they're ready and they're getting closer, they know what to look for.
32:38
SPEAKER_00: They know how to get to you.
32:40
SPEAKER_00: If you're thinking of it more like a radio station,
32:41
SPEAKER_00: it's like you're transmitting something out into the world from one location and
32:46
SPEAKER_00: then people can turn it on to hear that frequency when they're ready for it,
32:49
SPEAKER_00: when they're close enough to what they need.
32:51
SPEAKER_00: But you don't have to be out there with a megaphone all the time.
32:54
SPEAKER_00: You can stand in one place,
32:55
SPEAKER_00: have your core content and be found for it because you are so targeted
33:00
SPEAKER_00: in what you're creating.
33:02
SPEAKER_00: And that all starts with your entity.
33:03
SPEAKER_00: I know we did an entire episode on entities, so we can put that in the show notes too.
33:08
SPEAKER_00: I'm going back to that.
33:09
SPEAKER_00: But your entity is who you are.
33:12
SPEAKER_00: It's your brand.
33:14
SPEAKER_00: Sometimes it's you as a person.
33:15
SPEAKER_00: Sometimes it's your business.
33:16
SPEAKER_00: Sometimes it's both.
33:18
SPEAKER_00: Sometimes it's your offers.
33:19
SPEAKER_00: Jessica, I would say that, you know, Jessica Lackey is an entity.
33:22
SPEAKER_00: Deeper Foundations is an entity.
33:24
SPEAKER_00: The Deeper Foundations membership is an entity.
33:26
SPEAKER_00: Building Blocks is an entity.
33:28
SPEAKER_00: Sacred Sales Hour is an entity.
33:29
SPEAKER_00: Aggressively Human is an entity.
33:31
SPEAKER_00: And so you can go through and I help people in the process figure out what all
33:36
SPEAKER_00: of their entities are,
33:37
SPEAKER_00: what all of those things are that they could potentially be found for or known for.
33:42
SPEAKER_00: And turn them into a hierarchy.
33:45
SPEAKER_00: You know,
33:45
SPEAKER_00: Jessica Lackey is the founder of Deeper Foundations and the co-host of
33:50
SPEAKER_00: the Aggressively Human podcast.
33:51
SPEAKER_00: And we figure out what all those relationships are between the entities so
33:55
SPEAKER_00: that they're not fragmented in the AI systems.
33:58
SPEAKER_00: So if people go, well,
34:00
SPEAKER_00: they go to chat to BT and they're like,
34:01
SPEAKER_00: what's this Deeper Foundations thing I've heard of?
34:03
SPEAKER_00: It can be like, oh, that was founded by Jessica Lackey.
34:05
SPEAKER_00: And she's also a business strategist.
34:07
SPEAKER_00: And it has that information about you that connects all of those pieces.
34:11
SPEAKER_00: Um, The next stage of it is expertise because we want
34:15
SPEAKER_00: to just say not just Jessica Lackey is a business strategist,
34:17
SPEAKER_00: but here's what she does.
34:19
SPEAKER_00: Here's how she does it differently.
34:21
SPEAKER_00: Here's how she knows it.
34:22
SPEAKER_00: Here's what her background proves that she has gotten to this point.
34:28
SPEAKER_00: And then the next one, I actually go out of order when I teach it.
34:31
SPEAKER_00: I teach narrative next,
34:33
SPEAKER_00: which is a lot of what we've talked about on the podcast in terms
34:35
SPEAKER_00: of what's your voice?
34:37
SPEAKER_00: What's your position?
34:38
SPEAKER_00: We just had that episode a couple of weeks ago about what's your point of view?
34:41
SPEAKER_00: And how do you articulate that?
34:44
SPEAKER_00: And sometimes that shows up as what you're pitching out to other people.
34:48
SPEAKER_00: And sometimes that shows up as what's your framework.
34:50
SPEAKER_00: And sometimes that shows up as what's your opinion on things that's different
34:53
SPEAKER_00: from whoever is in your industry.
34:55
SPEAKER_00: But that's the way of saying,
34:57
SPEAKER_00: you know, there are hundreds of thousands of web designers out there.
35:00
SPEAKER_00: Why would people choose you?
35:02
SPEAKER_00: Why would AI recommend you?
35:03
SPEAKER_00: That's a lot of the expertise and narrative work.
35:05
SPEAKER_00: So really the first three modules are positioning work.
35:11
SPEAKER_00: They're saying who, and it's a lot of what's in your level too.
35:15
SPEAKER_00: Who is my client?
35:16
SPEAKER_00: What's my business model?
35:17
SPEAKER_00: How do I work with these people?
35:19
SPEAKER_00: So after people work with you,
35:20
SPEAKER_00: they can come work with me on how to articulate that and get it out into the world.
35:24
SPEAKER_01: I think it's really interesting and I will let you get by your other three.
35:28
SPEAKER_01: So for me,
35:29
SPEAKER_01: it's kind of like you have a point of view,
35:34
SPEAKER_01: but that has to connect to an offer and it has to connect to a customer.
35:38
SPEAKER_01: The wrong point of view,
35:40
SPEAKER_01: not the wrong point of view,
35:41
SPEAKER_01: There's a point of view that's going to attract a particular client and a point
35:44
SPEAKER_01: of view that's going to attract a style of business model.
35:49
SPEAKER_01: So you have to think not just about what do I believe,
35:53
SPEAKER_01: but how does it impact who I serve and what I sell?
35:57
SPEAKER_01: So for me, one of my points of view is there's a couple other business coaches.
36:02
SPEAKER_01: There's one who does like a six day or six week accelerator.
36:07
SPEAKER_01: And she goes through her six core systems because she has six systems similarly.
36:12
SPEAKER_01: And I'm like, that is like pouring like a flood of water onto concrete like it.
36:21
SPEAKER_01: It's so fast, like her whole thing is fast.
36:25
SPEAKER_01: And my philosophy is that if you try to learn six full business systems
36:31
SPEAKER_01: in six weeks, you're not going to retain any of it.
36:34
SPEAKER_00: Yeah.
36:34
SPEAKER_01: So my point of view is not just about like what the systems are,
36:38
SPEAKER_01: but how it informs the, the, the offer itself and the client I'm serving.
36:45
SPEAKER_01: And if they want, if they want speed, awesome.
36:48
SPEAKER_01: My point of view has to, my narrative has to connect to what I'm selling and why.
36:54
SPEAKER_01: Yeah.
36:55
SPEAKER_00: And I think also a piece of narrative that,
36:57
SPEAKER_00: that comes through a lot is what is the thing that you did before this that informs
37:01
SPEAKER_00: who you are now?
37:03
SPEAKER_00: And I think people like to hide that stuff and say like,
37:05
SPEAKER_00: well, I've just always been a good writer, so I'm a copywriter.
37:08
SPEAKER_00: And they don't talk about what were the things that you did before that.
37:11
SPEAKER_00: Or, well,
37:12
SPEAKER_00: I'm a therapist and therefore all that I can talk
37:14
SPEAKER_00: about is your mental health versus like, well, I became a therapist because of that.
37:18
SPEAKER_00: And if you're in a space where you had a business model that did one thing
37:21
SPEAKER_00: and now you're in a business model that does a different thing, that's good.
37:40
SPEAKER_00: I talked to somebody in a training who she had done her like PhD or master's thesis
37:46
SPEAKER_00: in some very complicated math systems.
37:49
SPEAKER_00: And then she became a tech editor for like knitting and textile work.
37:55
SPEAKER_00: And she was like, well,
37:57
SPEAKER_00: when I search myself in AI,
37:58
SPEAKER_00: what shows up is like my PhD because that's the academic credentials.
38:03
SPEAKER_00: And those are going to show up first when you search my name.
38:04
SPEAKER_00: And I'm like, that's amazing because that makes you a better tech editor.
38:09
SPEAKER_00: That's what's going to set you up.
38:10
SPEAKER_00: That's not something that you want to try to erase.
38:12
SPEAKER_00: That's something that you say,
38:14
SPEAKER_00: I'm really good at my job now because I have this incredible credential.
38:18
SPEAKER_00: And the way that I think about math and the ways that knits and pearls go together,
38:24
SPEAKER_00: I don't really know that much about tech editing or knitting or crocheting
38:28
SPEAKER_00: in general.
38:30
SPEAKER_00: I have made blankets.
38:31
SPEAKER_00: That's as far as I can go.
38:32
SPEAKER_00: I can do granny squares.
38:34
SPEAKER_00: But the way that you think about it is different.
38:36
SPEAKER_00: And it was in a training for tech editors.
38:39
SPEAKER_00: And I'm like, you're different from everyone in this room because you have that.
38:42
SPEAKER_00: Let's benefit from that.
38:43
SPEAKER_00: So a lot of that positioning work comes in and is like, here's how you're different.
38:47
SPEAKER_00: So I love that you brought up,
38:49
SPEAKER_00: I do six months because I want time for things to sink in and to become habit.
38:54
SPEAKER_01: Have you talked about conference infrastructure yet?
38:57
SPEAKER_01: Did we get to that part of the beacon?
38:58
SPEAKER_01: Yeah.
38:59
SPEAKER_00: That's nice.
38:59
SPEAKER_01: Okay.
39:00
SPEAKER_01: You talk about it, and then I'll talk about how that concept shows up in my program.
39:04
SPEAKER_00: Awesome.
39:05
SPEAKER_00: So after we get through sort of those three positioning groups, then we do building.
39:11
SPEAKER_00: Similar to you where you're like learn, build, what's your third?
39:14
SPEAKER_00: Learn, build.
39:15
SPEAKER_00: Practice.
39:16
SPEAKER_00: Practice.
39:18
SPEAKER_00: So we did three.
39:19
SPEAKER_00: We did brand entities,
39:21
SPEAKER_00: expertise,
39:22
SPEAKER_00: narrative was sort of like our who am I, what do I want to be found for piece.
39:26
SPEAKER_00: Okay.
39:27
SPEAKER_00: And then we do three trainings all about infrastructure.
39:30
SPEAKER_00: Because once we figure out who we are,
39:33
SPEAKER_00: what we want to be found for,
39:34
SPEAKER_00: what are we doing,
39:35
SPEAKER_00: who are we doing it for in those first three weeks,
39:37
SPEAKER_00: then we take three weeks to go, okay, what do I already have?
39:41
SPEAKER_00: How am I already perceived?
39:43
SPEAKER_00: What do I need to write or create or change in order to make it something
39:49
SPEAKER_00: that these tools can understand?
39:51
SPEAKER_00: And so I do one week of just website as a whole.
39:57
SPEAKER_00: What does your navigation say about you?
39:59
SPEAKER_00: What does your homepage structure say about you?
40:02
SPEAKER_00: What needs to go in your footer?
40:03
SPEAKER_00: How can your footer do a really good job of explaining to these systems who you are?
40:08
SPEAKER_00: How do these pages fit together?
40:12
SPEAKER_00: How are your links working to help these tools know what the
40:20
SPEAKER_00: Single pages or groups of pages.
40:22
SPEAKER_00: We talked about hub and spoke content,
40:23
SPEAKER_00: which a lot of people who are sort of bloggers and content marketers have heard that
40:28
SPEAKER_00: before.
40:28
SPEAKER_00: Sometimes it's also called cornerstone content, pillar content.
40:31
SPEAKER_00: We talk about that, too, because that's a way to say to AI, this is my most important work.
40:36
SPEAKER_00: This is the thing that I want to be found for.
40:39
SPEAKER_00: And then we spend a week on tech and marketing.
40:44
SPEAKER_00: Are there plugins that you should be using if you're on WordPress?
40:47
SPEAKER_00: If you're on Squarespace, what does that look like?
40:49
SPEAKER_00: How do we make this work?
40:50
SPEAKER_00: We talk about schema markup.
40:52
SPEAKER_00: You were talking earlier about how you sort of inserted your phase one
40:56
SPEAKER_00: to get people more acclimated.
40:59
SPEAKER_00: The last time that I taught this program,
41:01
SPEAKER_00: I put the schema markup in week three and it was too soon.
41:04
SPEAKER_00: Now it's in week six because I want to give people time to,
41:06
SPEAKER_00: and I have more workbooks to build up what we need in order to do
41:10
SPEAKER_00: the technical stuff, but I need them to understand other things first.
41:13
SPEAKER_00: So That's the other reason that I like being able to teach it live is I can adjust
41:17
SPEAKER_00: and evolve and see where people get stuck and go, okay,
41:20
SPEAKER_00: I need more scaffolding myself to get people ready to do some of
41:24
SPEAKER_00: the more technical pieces, which aren't difficult, but they are technical.
41:29
SPEAKER_00: And so what can I give them to make that step feel less overwhelming?
41:35
SPEAKER_00: So that sort of that middle phase is the building and what's happening on your website.
41:41
SPEAKER_00: And I think of this as like If we're thinking of this as a radio frequency,
41:46
SPEAKER_00: the first three weeks are, who is this for?
41:50
SPEAKER_00: What music are we going to play?
41:51
SPEAKER_00: What are the DJs going to sound like?
41:53
SPEAKER_00: And then the next three are,
41:55
SPEAKER_00: we're actually building the radio station and the antenna that's going to go up so
42:00
SPEAKER_00: that way we can broadcast this
42:02
SPEAKER_01: out.
42:03
SPEAKER_01: So we talk about those as well in my program.
42:06
SPEAKER_01: They are meant for less about discoverability and more about commercial reality.
42:11
SPEAKER_01: Yeah.
42:12
SPEAKER_01: Method, your process should be how the cornerstone of your offers.
42:18
SPEAKER_01: And so, um,
42:20
SPEAKER_01: you know,
42:20
SPEAKER_01: you come learn your method with me, you come construct your offers with me.
42:24
SPEAKER_01: That should be what you then as you use your infrastructure content organization for Meg.
42:30
SPEAKER_01: Um, I talk about pillar content, um,
42:32
SPEAKER_01: as far as the authority loop concept,
42:34
SPEAKER_01: which is like,
42:35
SPEAKER_01: you know,
42:36
SPEAKER_01: you, you, you have the conversation, you deliver it, you turn it into tools.
42:39
SPEAKER_01: Um, You're posting it on the site to be discovered.
42:42
SPEAKER_01: And I'm saying, hey,
42:44
SPEAKER_01: take that and like ship it to people as part of your relationship rhythms,
42:49
SPEAKER_01: authority building process.
42:50
SPEAKER_01: So we're coming at it from like the same angles,
42:54
SPEAKER_01: but different same concepts, different use cases, which I think is really.
42:58
SPEAKER_00: But mine builds into yours next.
43:00
SPEAKER_00: So I'm glad that you brought that up.
43:02
SPEAKER_01: Yeah.
43:02
SPEAKER_01: And then,
43:03
SPEAKER_01: you know,
43:03
SPEAKER_01: speaking of tools,
43:05
SPEAKER_01: I have come up with some better worksheets and tools to say,
43:08
SPEAKER_01: you know, really,
43:10
SPEAKER_01: All of the positioning work for me distills into a referral one pager
43:15
SPEAKER_01: because you have to know who you are,
43:18
SPEAKER_01: who you serve,
43:19
SPEAKER_01: who you don't serve,
43:20
SPEAKER_01: why you're different,
43:21
SPEAKER_01: what are the angles you talk about, when to call you, general high level offers.
43:25
SPEAKER_01: So like that's kind of like the big artifact of the first three months so
43:31
SPEAKER_01: that you're like super precise and then you can say like,
43:33
SPEAKER_01: oh, now I can go build those things.
43:34
SPEAKER_01: So I've kind of developed some new tools to help.
43:37
SPEAKER_01: Speed up some of that process to be like, this is your capstone phase one, two, like artifact.
43:45
SPEAKER_01: You know, those are some things that I'm working on.
43:47
SPEAKER_01: I'm using AI to help me with some of those.
43:48
SPEAKER_01: Like I have like,
43:49
SPEAKER_01: instead of a tool and we're doing pricing,
43:52
SPEAKER_01: I made an AI tool about the zone of enoughness so that you could say basically,
43:56
SPEAKER_01: you know,
43:57
SPEAKER_01: what does this mean for like how many clients you're going to need to have?
43:59
SPEAKER_01: How many sales calls you need to have?
44:01
SPEAKER_01: How big does your audience need to be?
44:03
SPEAKER_01: So there's some new tools that I'm rolling out to support those concepts.
44:09
SPEAKER_00: And I love that it's like once you have all of that positioning work done and sort
44:15
SPEAKER_00: of like knowing what your business needs to accomplish,
44:17
SPEAKER_00: then you have the one sheet that you can use for the referrals and therefore do
44:21
SPEAKER_00: the distribution work, do the outreach and the networking.
44:26
SPEAKER_01: It's like we're two peas in a pod helping people get found and discovered and then,
44:30
SPEAKER_01: you know, helping them go to the market.
44:32
SPEAKER_01: It's like we should be doing this together.
44:34
SPEAKER_01: I'm just kidding.
44:35
SPEAKER_00: Right.
44:36
SPEAKER_00: Well, I think also it's different to where you're doing a lot of the same work
44:40
SPEAKER_00: and making it legible to humans so that way they can refer,
44:44
SPEAKER_00: which is super important and making it legible on sales calls so
44:48
SPEAKER_00: that way people can hire.
44:50
SPEAKER_00: So you're doing it at that sort of like one to one or like relationship marketing level.
44:56
SPEAKER_00: Versus when I get to that stage where I have,
44:59
SPEAKER_00: okay, we've figured out who you're working with and who you work for.
45:02
SPEAKER_00: We have your website set up so that way these tools can understand what it is
45:06
SPEAKER_00: that you do and who you do it for at scale.
45:08
SPEAKER_00: Then that's when I start to move to distribution.
45:12
SPEAKER_00: So my first six weeks,
45:14
SPEAKER_00: my first four pillars,
45:15
SPEAKER_00: if you will,
45:16
SPEAKER_00: are all about knowing who you are and getting that on your website and building that
45:20
SPEAKER_00: as your core hub of content.
45:22
SPEAKER_00: And then my next two weeks are all about the kind of the distribution and the collaboration.
45:27
SPEAKER_00: So my O in Beacon is omni-channel presence,
45:32
SPEAKER_00: which is reinforcing what you've already done in other places.
45:36
SPEAKER_00: So it's not, oh,
45:38
SPEAKER_00: we need to go get on social media and come up with
45:40
SPEAKER_00: an entirely new different social media calendar where we post on Facebook
45:45
SPEAKER_00: on this day and Instagram on this day and blah, blah, blah.
45:47
SPEAKER_00: No, I don't want you to create anything new.
45:49
SPEAKER_00: What I want you to do is Repurpose and redistribute.
45:53
SPEAKER_00: We'll just say distribute.
45:54
SPEAKER_00: It's not even repurposing.
45:55
SPEAKER_00: You're distributing what you've already created.
45:58
SPEAKER_00: So if you have a pillar piece and you want to go through and say,
46:01
SPEAKER_00: OK, I have a pillar piece on my website.
46:03
SPEAKER_00: Let me record a podcast about that.
46:05
SPEAKER_00: Let me record some YouTube videos about that.
46:07
SPEAKER_00: Let me break it down into LinkedIn articles or one LinkedIn article
46:11
SPEAKER_00: that I can repurpose for my website and say,
46:13
SPEAKER_00: oh, I originally published it over here first.
46:15
SPEAKER_00: And here it is again.
46:16
SPEAKER_00: And now I'm going to take that LinkedIn article and break it down into posts
46:21
SPEAKER_00: that people can engage with.
46:22
SPEAKER_00: But it's all going to be the same consistent, coherent messaging.
46:26
SPEAKER_00: What you really want to do is reiterate what you've already done on the channels
46:30
SPEAKER_00: that you own,
46:31
SPEAKER_00: because that is something that these AI tools can pick up and go, oh,
46:35
SPEAKER_00: so Meg's saying the same thing on Love at First Search,
46:38
SPEAKER_00: that she's saying on Aggressively Human, that she's saying on her LinkedIn.
46:41
SPEAKER_00: That looks like a real person, that she's creating the same consistent language.
46:46
SPEAKER_00: And I'm not on LinkedIn talking about,
46:48
SPEAKER_00: you know, my dog issues because it's not relevant to my business.
46:52
SPEAKER_00: My dog doesn't have issues.
46:54
SPEAKER_00: Don't worry, anybody.
46:55
SPEAKER_00: He's fine.
46:56
SPEAKER_00: He's totally fine.
46:57
SPEAKER_00: But, you know,
46:58
SPEAKER_00: like being able to have the same messaging,
47:00
SPEAKER_00: it makes all of your marketing easier because you don't need to create anything new.
47:05
SPEAKER_00: You need to be consistent.
47:06
SPEAKER_00: And I always say boringly consistent across the channels that you own.
47:13
SPEAKER_00: Go ahead.
47:14
SPEAKER_00: I know you're dying to get in here.
47:16
SPEAKER_00: Which, by the way,
47:17
SPEAKER_00: means that if you're
47:18
SPEAKER_01: using the same content,
47:19
SPEAKER_01: that makes sure you have more time for relationship building.
47:24
SPEAKER_00: Yes.
47:24
SPEAKER_01: Which I think is how you get your N, right?
47:26
SPEAKER_01: No.
47:28
SPEAKER_01: No, damn it.
47:29
SPEAKER_01: Where's the thing where you go on other people's podcasts and stuff like that?
47:31
SPEAKER_01: Authority, that's next.
47:32
SPEAKER_01: Okay, finish that one.
47:34
SPEAKER_01: No, you're all good.
47:35
SPEAKER_00: And you know when I was coming up with the Beacon Framework,
47:37
SPEAKER_00: like, A year ago, I was like, what should the end be, Jessica?
47:41
SPEAKER_00: And you were like, network, network.
47:42
SPEAKER_00: So I think you always want to get it there.
47:45
SPEAKER_00: And to an extent it is, right?
47:47
SPEAKER_00: It is network.
47:49
SPEAKER_00: Before I leave Omnichannel behind,
47:51
SPEAKER_00: I thought you were going to say something else,
47:53
SPEAKER_00: which is you may also be writing newsletters.
47:59
SPEAKER_00: And newsletters are not legible to AI, but it's often some of your best intellectual property.
48:04
SPEAKER_00: So I'm going to also say,
48:06
SPEAKER_00: I'm going to encourage you to publish your newsletters if there's something in there
48:09
SPEAKER_00: that isn't in a blog post that isn't anywhere published.
48:11
SPEAKER_00: That could be, you know, LinkedIn articles that you call the LinkedIn newsletter.
48:15
SPEAKER_00: I'm not a LinkedIn expert,
48:17
SPEAKER_00: but I'm pretty sure that LinkedIn newsletters are just LinkedIn articles
48:20
SPEAKER_00: that they distribute for you, right?
48:21
SPEAKER_00: Yeah.
48:23
SPEAKER_00: I'm sure it's more complicated than that.
48:25
SPEAKER_00: I'm not going to get into that right now.
48:27
SPEAKER_00: Or, you know,
48:28
SPEAKER_00: a Substack somewhere else where you take your emails and you make it something
48:32
SPEAKER_00: that can be publicly indexable to these tools and not something that only lands
48:39
SPEAKER_00: on people's inboxes.
48:41
SPEAKER_00: And then the last of my beacon framework is authority.
48:45
SPEAKER_00: And authority is when you are co-collaborating and sometimes getting co-citations,
48:51
SPEAKER_00: but it is this collaborative experience of go be on someone else's podcast.
48:57
SPEAKER_00: Get somebody else to talk about you.
48:59
SPEAKER_00: Go be on someone else's podcast.
49:00
SPEAKER_00: Be a guest expert in an industry publication.
49:04
SPEAKER_00: Go write for it.
49:05
SPEAKER_00: I was just talking to a web designer yesterday who works with interior designers,
49:09
SPEAKER_00: and she's pitching the interior design forums and going into those places
49:14
SPEAKER_00: and saying, can I write guest expert posts for you about website design, right?
49:20
SPEAKER_00: Going into the places that have already established audiences and getting them
49:26
SPEAKER_00: to mention you, talk about you, cite you.
49:30
SPEAKER_00: And also just like becoming well known enough that people mention you and cite you
49:36
SPEAKER_00: without you needing to do the work on it.
49:39
SPEAKER_00: And that's something that you can't always generate
49:41
SPEAKER_00: through your relationship outreach,
49:43
SPEAKER_00: but it happens over time because your authority has compounded.
49:47
SPEAKER_01: I think it can't start without networks.
49:50
SPEAKER_01: Like there's this adoption threshold concept, uh,
49:53
SPEAKER_01: Chloe Nwangli talked to me about,
49:55
SPEAKER_01: but like you have to be well known enough through your networks and with something
50:00
SPEAKER_01: to say, go listen to one of our last episodes on the topic.
50:03
SPEAKER_01: You have to,
50:04
SPEAKER_01: there has to be enough people who kind of know about you for word of mouth
50:09
SPEAKER_01: to spread.
50:10
SPEAKER_01: You have to be known for something.
50:12
SPEAKER_01: Enough people have to talk about it enough to really kick the flywheel off.
50:16
SPEAKER_01: I don't think it just happens.
50:18
SPEAKER_01: I don't think it happens algorithmically anymore.
50:22
SPEAKER_00: Yeah, I agree.
50:23
SPEAKER_00: And I think you need to have other people talking about you,
50:25
SPEAKER_00: even if you have the best content in the world on your website
50:29
SPEAKER_00: and your YouTube channel and your LinkedIn.
50:31
SPEAKER_00: If nobody's engaging with it, nobody else is talking about you.
50:34
SPEAKER_00: AI doesn't trust you.
50:36
SPEAKER_00: And that's maybe the hardest one to fake,
50:38
SPEAKER_00: the hardest one to replicate, the hardest one to choose the timeline of.
50:43
SPEAKER_00: This might be like,
50:44
SPEAKER_00: you know,
50:44
SPEAKER_00: going on quoted or source of sources and pitching yourself to magazines
50:48
SPEAKER_00: when they have journalists requests.
50:50
SPEAKER_00: Right.
50:50
SPEAKER_00: So this can be something that you can control.
50:53
SPEAKER_00: But a lot of it is what you always talk about, which is relationship building.
50:57
SPEAKER_00: Yes.
50:58
SPEAKER_01: And protecting time to do this work.
51:00
SPEAKER_01: So, Meg, if people are like, how do I choose between these two amazing programs?
51:06
SPEAKER_01: Do Jessica's first.
51:08
SPEAKER_00: Do Jessica's first thing come to me because you'll be so much more prepared for mine.
51:11
SPEAKER_00: I mean, I guess that's the trite answer.
51:13
SPEAKER_00: I think it's more what are your goals?
51:15
SPEAKER_00: You know,
51:16
SPEAKER_00: if you already have an established business and you want to be found for the things
51:19
SPEAKER_00: that you do and you have a clear idea of what it is that you do and who you work
51:22
SPEAKER_00: for, then come to me.
51:24
SPEAKER_00: But if you're like,
51:24
SPEAKER_00: I'm still really struggling to figure out how to get this business in place
51:29
SPEAKER_00: and I don't necessarily care as much about the AI itself.
51:32
SPEAKER_00: Recommendations as I want to just like establish the business,
51:34
SPEAKER_00: get the relationships in place,
51:36
SPEAKER_00: make the time for doing the work,
51:38
SPEAKER_00: stop doing the things that aren't moving the needle for me, then go to Jessica.
51:42
SPEAKER_01: I would say even if you have an established practice,
51:44
SPEAKER_01: but if you're like,
51:46
SPEAKER_01: I feel like I have an established practice with the wrong price point,
51:49
SPEAKER_01: value proposition and offer structure.
51:52
SPEAKER_01: Boom, come to me first, because then we can say, how do we elevate?
51:56
SPEAKER_01: I'm going to quote Nick and Erica on this, but how do we elevate the problem?
52:00
SPEAKER_01: Elevate,
52:01
SPEAKER_01: make the commercial proposition more legible so that
52:06
SPEAKER_01: then you can make it more legible in AI.
52:08
SPEAKER_01: Like, let's not get you known for the wrong thing.
52:11
SPEAKER_00: Yeah, so true.
52:13
SPEAKER_00: You can definitely undersell yourself.
52:18
SPEAKER_00: In your own content,
52:20
SPEAKER_00: if you haven't done this sort of work of where do I belong in the market
52:24
SPEAKER_00: and what is my value proposition?
52:26
SPEAKER_00: And that's not necessarily the work that I'm doing.
52:28
SPEAKER_00: I sort of come to it from what are people searching for?
52:30
SPEAKER_00: What do they need from you?
52:33
SPEAKER_01: Well, I'm kind of both sad I'm not in your program because it sounds really great.
52:38
SPEAKER_01: Although I once paid you for advisory services
52:41
SPEAKER_01: and I think you just never kicked me out of the program.
52:43
SPEAKER_00: That might have been Sheena being like, should we kick out Jessica?
52:46
SPEAKER_00: I'm like, no, I'll tag her in things.
52:50
SPEAKER_00: And I know we talk about it all the time.
52:52
SPEAKER_00: We kind of want to spy on each other.
52:54
SPEAKER_00: I know that you love,
52:55
SPEAKER_00: I'm like,
52:55
SPEAKER_00: I'm always like,
52:56
SPEAKER_00: look at your own paper and you're like secretly eyeballing what else is going on
53:00
SPEAKER_00: in other people's places.
53:02
SPEAKER_01: I spend so much time looking at people's papers.
53:04
SPEAKER_01: Meg, if they want to check you out before your program starts, how can they do that?
53:09
SPEAKER_00: Sure, you can come over to loveitforcearch.com.
53:12
SPEAKER_00: This particular program is at loveitforcearch.com slash mentorship.
53:16
SPEAKER_00: But get on my email list because I am running some free webinars in the month
53:19
SPEAKER_00: of September about this program.
53:21
SPEAKER_00: And yeah, I'll have those on the website once I have those dates too.
53:25
SPEAKER_00: And Jessica,
53:26
SPEAKER_00: what if people want to work with you in the membership,
53:29
SPEAKER_01: in the Define Your Foundations cohort?
53:32
SPEAKER_01: If you've got questions and you're like,
53:34
SPEAKER_01: I want to be in Jessica's world,
53:36
SPEAKER_01: just send me an email and we'll have a conversation about it.
53:39
SPEAKER_01: At deeperfoundations.com.
53:41
SPEAKER_00: All right.
53:42
SPEAKER_00: So let's wrap up today.
53:44
SPEAKER_00: What is Aggressively Human in your world?
53:47
SPEAKER_01: So Ted Lasso Season 4 is back.
53:51
SPEAKER_01: And it has come out on Wednesdays.
53:53
SPEAKER_01: And my husband for the past two Wednesdays has had,
53:56
SPEAKER_01: we've had stuff at the city club and then Thursdays is his, uh, running night.
54:00
SPEAKER_01: So it's Friday and we haven't had a chance to watch the episode of Ted Lasso.
54:05
SPEAKER_01: I'm like, oh man, we're watching it together, which means I can't watch it right away.
54:09
SPEAKER_01: I have to wait two whole days.
54:11
SPEAKER_01: Womp womp.
54:12
SPEAKER_01: But, um,
54:13
SPEAKER_01: so far I'm enjoying,
54:14
SPEAKER_01: uh, the, the, you know, the Lady Greyhounds for anyone who's up on Ted Lasso.
54:20
SPEAKER_00: I am not up on Ted Lasso.
54:21
SPEAKER_00: I completely missed season three.
54:24
SPEAKER_00: So I'm like way behind on Ted Lasso to the point where I'm like,
54:27
SPEAKER_00: I don't know if I can get back into it, but I did love seasons one and two.
54:29
SPEAKER_00: So I'm glad that you're enjoying it.
54:31
SPEAKER_01: Oh man.
54:31
SPEAKER_01: I mean, you know that I went,
54:32
SPEAKER_01: we went to England,
54:33
SPEAKER_01: we went to Richmond so I could go to the pub where Ted Lasso was filmed
54:37
SPEAKER_01: and like take a picture in outside of Ted's door.
54:42
SPEAKER_00: I love that.
54:42
SPEAKER_00: And I probably would do the same thing if I were in London,
54:44
SPEAKER_00: even though I haven't even watched the last two seasons,
54:46
SPEAKER_00: because I feel like that's just such an iconic street to be on now.
54:49
SPEAKER_00: I bet it's part of
54:49
SPEAKER_01: the tour.
54:51
SPEAKER_01: I mean, there was no tour of it.
54:51
SPEAKER_01: It was like just cold and rainy, but you know, So Meg, what is Aggressively Human for you?
54:57
SPEAKER_00: Okay, so sometimes we do Aggressively Human, sometimes we do Aggressively Canine.
55:00
SPEAKER_00: We once did Aggressively Feline.
55:02
SPEAKER_00: I have a new one today.
55:03
SPEAKER_00: I had to look up what the family group is, which is Leporidae.
55:09
SPEAKER_00: Leporidae.
55:11
SPEAKER_00: Leporidae.
55:12
SPEAKER_00: Leporidae.
55:13
SPEAKER_00: Do you know what this is?
55:16
SPEAKER_00: Aggressively Leporidae is bunnies.
55:21
SPEAKER_00: Bunnies, it must be bunnies.
55:23
SPEAKER_00: We already recorded an episode about Muffy the Vampire Slayer today,
55:26
SPEAKER_00: and it hasn't come out yet,
55:27
SPEAKER_00: so this is going to be out of order,
55:28
SPEAKER_00: but I don't care because I need to scream about bunnies when we talk about this.
55:32
SPEAKER_00: We have had two, not one, but two, what are they, barons?
55:38
SPEAKER_00: Like burrows, burrows of bunnies in our backyard this summer.
55:42
SPEAKER_00: We have an 80-pound pit bull who lives with us in a fenced-in backyard
55:51
SPEAKER_00: The first set of the bunnies was like three feet from my house.
55:54
SPEAKER_00: And I was like, guys, you are just so dumb.
55:57
SPEAKER_00: These are like what rabbit is like.
55:59
SPEAKER_00: This is right next to a human house and there's a dog in the backyard.
56:04
SPEAKER_00: I'm going to lay my babies here.
56:06
SPEAKER_00: And those babies, as far as I know, none of them made it because comma dog.
56:12
SPEAKER_00: Right.
56:12
SPEAKER_00: And it was it was a hard cleanup.
56:15
SPEAKER_00: It was an emotional thing for me.
56:17
SPEAKER_00: But we got over it, and I was like, okay, the bunnies figured it out.
56:20
SPEAKER_00: The bunnies have not come back.
56:22
SPEAKER_00: And then we went on vacation, and we took the dog to a boarding facility.
56:28
SPEAKER_00: And so there was no dog in the backyard.
56:30
SPEAKER_00: And we asked the neighbors to mow the lawn, and they didn't get around to it.
56:33
SPEAKER_00: And that's totally fine.
56:34
SPEAKER_00: I don't care.
56:35
SPEAKER_00: But our backyard got very long.
56:37
SPEAKER_00: And so yesterday, I was mowing the backyard.
56:42
SPEAKER_00: And I did not run out.
56:45
SPEAKER_00: I ran over the bunnies, but I did not kill the bunnies.
56:47
SPEAKER_00: Okay.
56:47
SPEAKER_00: Let's just say that straight, straight up.
56:50
SPEAKER_00: I ran over the bunnies and they were fine.
56:52
SPEAKER_00: I didn't even know they were there.
56:53
SPEAKER_00: And then I went to,
56:54
SPEAKER_00: cause we, the yard was so long that I raked the grass and I was like, Oh God.
57:00
SPEAKER_00: Oh my God.
57:01
SPEAKER_00: Right in the exact center of our backyard now.
57:05
SPEAKER_00: And so then we had to,
57:06
SPEAKER_00: and now that I know that they're there,
57:08
SPEAKER_00: but the dog does not yet know that they're there because I covered them up with
57:12
SPEAKER_00: the grass really quickly.
57:14
SPEAKER_00: Um, I took the kids like climber that they used a lot when they were preschoolers
57:19
SPEAKER_00: and now they're kind of outgrown it,
57:21
SPEAKER_00: but it's really big and I should just put it on the curb and I haven't yet.
57:23
SPEAKER_00: So I put that over the buddy hole and then Ben came by
57:28
SPEAKER_00: and he took our like hammock holders and put that over the thing.
57:32
SPEAKER_00: And we're just hoping the dog just like doesn't notice that in the exact center of the lawn.
57:39
SPEAKER_00: Like, could not be more,
57:41
SPEAKER_00: like, could not be more in the exact center of the lawn, not covered up at all.
57:46
SPEAKER_00: We have these baby bunnies.
57:48
SPEAKER_00: And I'm really stressed out about it because I want the bunnies to live.
57:50
SPEAKER_00: But also, like, so dumb, Jessica.
57:54
SPEAKER_00: Aggressively, aggressively, um, liporade today.
58:00
SPEAKER_01: Bunnies, it must be bunnies.
58:03
SPEAKER_01: All right, with that, shall we wrap today?
58:05
SPEAKER_00: Yeah, I'll give people an update on the bunnies if they're curious.
58:10
SPEAKER_00: I don't know if anyone actually listened through the end of the episodes to hear
58:12
SPEAKER_00: about the bunnies.
58:13
SPEAKER_01: I think they do.
58:14
SPEAKER_01: I think so, too.
58:15
SPEAKER_01: Well, we'll be back next week with yet another episode of Aggressively Human.
58:19
SPEAKER_01: Bye, y'all.