Latest / Teach Me Something Hosted By DJ Prostyle & Penny Dellas / Beyond Marketing: Leadership & Community with Bennie F. Johnson, CEO, American Marketing Association

Transcript

Beyond Marketing: Leadership & Community with Bennie F. Johnson, CEO, American Marketing Association · Teach Me Something Hosted By DJ Prostyle & Penny Dellas

• 0:00
  Speaker 1: Hey, what's up? This is DJ Pro Style.
• 0:02
  Speaker 2: And this is Penny Delos.
• 0:03
  Speaker 1: And this is Teach Me Something.
• 0:05
  Speaker 2: Brought to you by Berklee College.
• 0:07
  Speaker 3: I will do whatever you guys want me to do.
• 0:09
  Speaker 3: We will hang out and have fun with this.
• 0:11
  Speaker 1: All right, cool. We're going to do a beatboxing at
• 0:13
  Speaker 1: the end and just need a couple of verses. Maybe
• 0:15
  Speaker 1: like four bars.
• 0:16
  Speaker 3: We got four bars.
• 0:17
  Speaker 2: This is so the intro to this episode.
• 0:20
  Speaker 3: We got four. Wait a minute now. We didn't sign
• 0:23
  Speaker 3: the waiver.
• 0:25
  Speaker 1: Somebody get hurt with the skills.
• 0:27
  Speaker 2: Welcome to Teach Me Something podcast.
• 0:29
  Speaker 1: All right. Are we kicking? Is this how we're starting? Yeah,
• 0:31
  Speaker 1: why not? Welcome back, ladies and gentlemen, boys and girls,
• 0:33
  Speaker 1: to Teach Me Something presented by Berkeley College. I am ProStyle.
• 0:36
  Speaker 2: And I am Penny Dulles.
• 0:37
  Speaker 1: How are you feeling today, Penny?
• 0:39
  Speaker 2: I'm feeling kind of good. You know, we just answered
• 0:41
  Speaker 2: some listener questions.
• 0:43
  Speaker 1: We did. That was a great one.
• 0:44
  Speaker 2: It was a lot of fun. That was great.
• 0:45
  Speaker 1: But I'm excited for today. Today, we are joined by
• 0:48
  Speaker 1: one of the most influential voices in marketing and higher education.
• 0:54
  Speaker 2: None other than Benny F.
• 0:57
  Speaker 4: Johnson, CEO of the American Marketing Association, which I am
• 1:02
  Speaker 4: a very proud member of.
• 1:03
  Speaker 2: Absolutely.
• 1:04
  Speaker 3: Absolutely.
• 1:05
  Speaker 4: Welcome to the Teach Me Something pod.
• 1:07
  Speaker 3: Oh, my goodness. Thank you for having me here. Yes.
• 1:09
  Speaker 2: I can't believe that we're really here.
• 1:11
  Speaker 3: We are. I told you we were going to do it. Yes.
• 1:14
  Speaker 3: And I'm here.
• 1:15
  Speaker 2: We were together over the fall.
• 1:17
  Speaker 3: Yes.
• 1:18
  Speaker 2: Down in D.C.
• 1:19
  Speaker 3: Yes, for our AMA Higher Ed Marketing Symposium. So the
• 1:23
  Speaker 3: world's largest event of marketers of higher ed. And we
• 1:26
  Speaker 3: hung out and had a great conversation. It was like,
• 1:28
  Speaker 3: let's do this on the pod.
• 1:30
  Speaker 2: It was an amazing time. That symposium was so cool.
• 1:33
  Speaker 1: And you were pre-potting, you said, right?
• 1:34
  Speaker 2: We were pre-potting.
• 1:35
  Speaker 3: We were pre-potting.
• 1:37
  Speaker 4: I was asking questions and it was.
• 1:40
  Speaker 2: A good time.
• 1:41
  Speaker 1: Do you ever find yourself now, Penny, asking questions to
• 1:43
  Speaker 1: somebody and you're like, you know, this would be a
• 1:44
  Speaker 1: great episode. Everything now to you in your head is like,
• 1:47
  Speaker 1: this is a podcast.
• 1:48
  Speaker 2: I have the producer hat on all the time.
• 1:50
  Speaker 1: Yeah.
• 1:50
  Speaker 2: Yeah, it's fun. Love it.
• 1:52
  Speaker 3: Love it. We were basically standing in the AMA booth area.
• 1:55
  Speaker 3: So if somebody took pictures, it was like it was
• 1:57
  Speaker 3: a podcast right there. Yeah.
• 1:58
  Speaker 4: Yeah, there was like a whole backdrop, and I think
• 2:00
  Speaker 4: I had asked you the question of if you could
• 2:03
  Speaker 4: give a piece of advice to your younger self, what
• 2:05
  Speaker 4: would that be?
• 2:06
  Speaker 3: Was that the question?
• 2:07
  Speaker 2: That was the question. Do you remember what you said?
• 2:09
  Speaker 3: I think I do. Yeah. But no one else knows,
• 2:12
  Speaker 3: so we're going to jump right on it.
• 2:13
  Speaker 1: Is that like a question? I was going to say,
• 2:14
  Speaker 1: is this a question? Is this an official question?
• 2:16
  Speaker 3: This might be a question.
• 2:16
  Speaker 1: This is the official first question of the pod.
• 2:18
  Speaker 3: I think if I were to give advice to my
• 2:20
  Speaker 3: younger self, especially thinking about early career or in college—
• 2:27
  Speaker 3: I would have me stop and pause and look around
• 2:30
  Speaker 3: everything happening. Right. I think that so many times you're
• 2:34
  Speaker 3: I know when I was coming from high school, going
• 2:37
  Speaker 3: into college, it was all about the grind of making
• 2:39
  Speaker 3: it through. It was all about making sure. So I
• 2:42
  Speaker 3: grew up in public school in D.C. and went to
• 2:44
  Speaker 3: Yale for undergrad. So I spent a lot of time
• 2:47
  Speaker 3: being the public school kid trying to make sure that
• 2:50
  Speaker 3: I did everything I needed to do to show up
• 2:52
  Speaker 3: and show out at Yale. And so my focus was there.
• 2:55
  Speaker 3: So it wasn't until years later that I realized I
• 2:58
  Speaker 3: like stopped and I was in New Haven and I
• 3:00
  Speaker 3: looked up and looked around and realized how beautiful the
• 3:03
  Speaker 3: space was. Realized how dynamic it was. I hadn't paid
• 3:06
  Speaker 3: attention because I was always working. I was always grinding,
• 3:09
  Speaker 3: always doing stuff. So I would give myself that advice.
• 3:12
  Speaker 3: Give yourself that freedom to kind of look around and
• 3:15
  Speaker 3: bring everything in that you have. Because if you don't,
• 3:18
  Speaker 3: you miss it. And those are some of the things
• 3:20
  Speaker 3: that I would give myself as advice. I give that
• 3:22
  Speaker 3: advice to young students now, especially when I see them
• 3:25
  Speaker 3: working hard to take a breath and take it all in.
• 3:28
  Speaker 1: Yeah.
• 3:30
  Speaker 2: Take it all in, bro.
• 3:32
  Speaker 1: I always do. I actually, I'm at a point in
• 3:34
  Speaker 1: life and in my career and everything else. That's what
• 3:36
  Speaker 1: I do now. I actually take a step back and
• 3:38
  Speaker 1: I'm always constantly like bringing it all in because you
• 3:41
  Speaker 1: run through life so fast.
• 3:42
  Speaker 3: You're right.
• 3:43
  Speaker 1: And you're so focused on work and everything that it
• 3:45
  Speaker 1: goes by you. And then sometimes you miss out on
• 3:47
  Speaker 1: some of the most incredible things because you're just not,
• 3:49
  Speaker 1: realizing it's right there in front of you.
• 3:51
  Speaker 3: Yeah. And it's one thing to have people who are
• 3:52
  Speaker 3: there with you on a journey, remind you of remember
• 3:54
  Speaker 3: when this happened and you have that moment, you got
• 3:57
  Speaker 3: to bring yourself back in.
• 3:58
  Speaker 1: Absolutely.
• 3:59
  Speaker 3: You completely blanked out. But now, you know, it's what
• 4:01
  Speaker 3: we do all the time. Like, how do we take
• 4:04
  Speaker 3: in all those experiences? How do we take in all
• 4:06
  Speaker 3: the blessings? How do we see all the new opportunities?
• 4:09
  Speaker 1: Yeah, absolutely. I find myself living through my kids now
• 4:12
  Speaker 1: for sure.
• 4:13
  Speaker 2: Yeah.
• 4:14
  Speaker 1: Yeah. Like all the things I didn't get a chance
• 4:15
  Speaker 1: to do when I was younger.
• 4:17
  Speaker 3: All right.
• 4:17
  Speaker 1: I didn't have the opportunities or whatever, like even with
• 4:19
  Speaker 1: sports and stuff and they're on teams. And then like,
• 4:21
  Speaker 1: I'm like, I feel like I'm them like do this
• 4:24
  Speaker 1: and do that.
• 4:24
  Speaker 3: All right. So you can't leave it there. So what
• 4:29
  Speaker 3: do you got them doing? Oh, they're doing everything as
• 4:32
  Speaker 3: far as right now they're young. I mean, you're talking
• 4:33
  Speaker 3: about right now, my youngest is five. Uh, my middle
• 4:36
  Speaker 3: child is eight and my oldest is turning 10. So
• 4:39
  Speaker 3: he'll be 10 by the time this comes out. Right.
• 4:41
  Speaker 1: So his birthday is this week. Um, But no, I mean,
• 4:44
  Speaker 1: aside from, we make sure, you know, between me and
• 4:46
  Speaker 1: my wife, we're very active people. They are in on
• 4:49
  Speaker 1: everything from being in all the school plays to all
• 4:53
  Speaker 1: the musicals to all the team sports on every sport
• 4:56
  Speaker 1: they play. They're consistently busy. These kids don't have one
• 5:00
  Speaker 1: day to stop. I mean, they're not doing like iPads
• 5:02
  Speaker 1: and all that kind of stuff. You have a writer? They,
• 5:04
  Speaker 1: we're very, they, they stay very busy and blessed, right?
• 5:08
  Speaker 1: Like we stay, we take them constantly places. We travel
• 5:10
  Speaker 1: with them. We're, you know, we making sure that they're living.
• 5:12
  Speaker 1: They don't probably see it like that. And this is
• 5:14
  Speaker 1: just life, right? This is what they're doing. That's what
• 5:16
  Speaker 1: I'm saying. So we're like living through them, like doing
• 5:18
  Speaker 1: all these things that we didn't do when we were kids.
• 5:19
  Speaker 3: Do you ever have those good moments now? You're going
• 5:21
  Speaker 3: to have them when they get older, when you can
• 5:23
  Speaker 3: pause and remind them that you didn't grow up like that.
• 5:25
  Speaker 1: Well, we tell them that all the time. First of all,
• 5:29
  Speaker 1: I remind them of that all the time. And, and,
• 5:31
  Speaker 1: we also explain that to them so that they don't
• 5:33
  Speaker 1: take these things for granted either, you know? So that's
• 5:37
  Speaker 1: a great thing.
• 5:37
  Speaker 3: I had that conversation with my kids once and they
• 5:39
  Speaker 3: were complaining about something. And I was like, oh yeah, no,
• 5:42
  Speaker 3: grandma didn't do that. And they're like, she didn't. And
• 5:45
  Speaker 3: they paused and thought about it. I was like, yeah,
• 5:46
  Speaker 3: you're right. Grandma wouldn't have done that for us. You know,
• 5:49
  Speaker 3: and I was like, I grew up very differently than that.
• 5:51
  Speaker 3: But having that moment for them to see that this
• 5:53
  Speaker 3: is a continuation, this is a growth, this is an opportunity. Yeah.
• 5:58
  Speaker 1: And then I have like my mom in the house
• 5:59
  Speaker 1: and you know, as strict as my mom was, I'll
• 6:02
  Speaker 1: remind them with her there. Like, oh, you don't want
• 6:05
  Speaker 1: to finish your food? Like, what did you used to
• 6:07
  Speaker 1: do if I didn't finish my food? And she'd be like, oh, no,
• 6:09
  Speaker 1: he was eating it. I don't care if he threw up. Like,
• 6:12
  Speaker 1: he's not going to sleep until he... I'm like, so...
• 6:16
  Speaker 1: There's nothing like the harsh grandma reference. Yeah, let's hurry
• 6:20
  Speaker 1: up and finish that up. Or you could stay here
• 6:21
  Speaker 1: the whole night. I don't care if you cry.
• 6:24
  Speaker 3: Because to them, grandmas are always sweet, loving.
• 6:27
  Speaker 1: Yeah, they're there to say yes to everything.
• 6:29
  Speaker 3: They know nothing of your pain.
• 6:30
  Speaker 1: Which is what they're supposed to do. Yeah, that's my mom.
• 6:33
  Speaker 1: They're supposed to do that.
• 6:35
  Speaker 3: We got completely off topic.
• 6:37
  Speaker 1: Oh, yeah, yeah, yeah.
• 6:38
  Speaker 3: But no, this is good.
• 6:39
  Speaker 2: This is good. But, you know, let's... I do kind
• 6:43
  Speaker 2: of have like a.
• 6:46
  Speaker 3: All right.
• 6:46
  Speaker 2: You're always traveling.
• 6:48
  Speaker 3: Yes.
• 6:49
  Speaker 4: And just because we have, you know, the iHeart logo's up,
• 6:52
  Speaker 4: what is like your go-to track on your playlist right now,
• 6:55
  Speaker 4: if you were to open up your playlist?
• 6:57
  Speaker 3: Oh. Yeah. Oh, that's a, that's a good, that's a
• 7:02
  Speaker 3: good question. What's the go-to space in there? You know,
• 7:07
  Speaker 3: I'm always jumping in what my kids have, you know,
• 7:10
  Speaker 3: see that I get judged on that, right? That's good
• 7:13
  Speaker 3: dad core right there. If you get judged, basically go
• 7:15
  Speaker 3: into it. I will tell you what I've been rocking with,
• 7:21
  Speaker 3: which is going to sound weird when I put it
• 7:23
  Speaker 3: out there. The last couple of weeks, I've been going
• 7:26
  Speaker 3: back and getting back into some classic John Coltrane live
• 7:32
  Speaker 3: and just letting that play full blast while I'm working,
• 7:36
  Speaker 3: while I'm thinking about stuff in there. And it's been...
• 7:40
  Speaker 3: really kind of dynamic to go back and see what
• 7:42
  Speaker 3: innovation was in that moment.
• 7:44
  Speaker 1: Yeah.
• 7:45
  Speaker 3: Right. So like if you have any time when you're
• 7:47
  Speaker 3: listening to Miles Davis or John Coltrane, I'm always in
• 7:52
  Speaker 3: the back of my mind going, this was innovative in
• 7:54
  Speaker 3: that moment. Yeah. How are they breaking rules? How are
• 7:56
  Speaker 3: they breaking space in there? So it's a good metaphor
• 7:58
  Speaker 3: for that space in there. Outside of that, you know, I,
• 8:02
  Speaker 3: I will play some, I'll start off with one track
• 8:05
  Speaker 3: and let things, let the algorithm take me other places.
• 8:08
  Speaker 2: Yeah.
• 8:09
  Speaker 3: And then it's kind of fun to have my kids
• 8:10
  Speaker 3: come in.
• 8:11
  Speaker 1: Yeah.
• 8:11
  Speaker 3: And be like, OK, this is what this is. This
• 8:13
  Speaker 3: is what we do. We started a few years ago
• 8:16
  Speaker 3: doing like Friday night music battles at the house.
• 8:19
  Speaker 2: Oh, that's awesome.
• 8:20
  Speaker 3: So you just you just put Alexa on blast and
• 8:23
  Speaker 3: you call out something and going back and forth with
• 8:26
  Speaker 3: with my wife and me and the kids. And it's
• 8:27
  Speaker 3: kind of fun to watch them, you know, talk about
• 8:30
  Speaker 3: the music that we grew up with. Yeah. And it's
• 8:32
  Speaker 3: fun to be there and listen to it and go,
• 8:34
  Speaker 3: I listen to that. Oh, I got to explain that one. Yeah. But, yeah,
• 8:38
  Speaker 3: so she said, what?
• 8:39
  Speaker 1: That's funny. My kids do that now.
• 8:40
  Speaker 2: That's beautiful.
• 8:40
  Speaker 1: But it's like chaos.
• 8:42
  Speaker 3: Yeah, it is.
• 8:42
  Speaker 1: Because they cut it off. They don't let the songs play. Oh, yeah.
• 8:45
  Speaker 3: No, they're not going to get you.
• 8:46
  Speaker 2: Alexa, Alexa. I'm like, let the songs play.
• 8:49
  Speaker 1: DJ Nightmare. No, it's crazy. I'm like, Alexa's going to
• 8:53
  Speaker 1: be like, hold the hell up. Just hold on for
• 8:55
  Speaker 1: a second. Yeah, Alexa's ready to quit in my house.
• 8:57
  Speaker 3: It was amazing. It had a parenting moment where my
• 9:01
  Speaker 3: son got a chance to kind of fully take in
• 9:05
  Speaker 3: some Rock M just completely in there and watch his
• 9:08
  Speaker 3: mind blow sitting there and going, wow. And my son
• 9:13
  Speaker 3: is very much into language, history, art, and culture. So
• 9:17
  Speaker 3: he has a natural affinity for lyricists and songwriters. So
• 9:22
  Speaker 3: when he switched from space and air, it was kind
• 9:24
  Speaker 3: of awesome to watch him do that. Then there's times
• 9:26
  Speaker 3: that you just mess them up and I'll walk in
• 9:29
  Speaker 3: and I just had I think I had yelled out, Alexa,
• 9:33
  Speaker 3: play Isaac Hayes, walk on by. Completely blew this 14-year-old
• 9:37
  Speaker 3: kid's mind. Yeah. Listen to that. Had no idea. And
• 9:42
  Speaker 3: then we started going down this rabbit trail of like
• 9:44
  Speaker 3: who Isaac Hayes was, what this represented, what the music
• 9:48
  Speaker 3: is in there. Then having him come back and share
• 9:49
  Speaker 3: other stuff that he found. That's awesome. It's kind of
• 9:52
  Speaker 3: like digging through the crates, 26 version.
• 9:56
  Speaker 1: Have your kids seen like the Michael movie and all that?
• 9:58
  Speaker 1: They haven't seen the Michael movie yet. but we talk
• 10:01
  Speaker 1: about yeah music and culture all the time my kids
• 10:04
  Speaker 1: want to go see it they're all in on it
• 10:05
  Speaker 1: yeah yeah they haven't seen it yeah of course.
• 10:07
  Speaker 3: Of course so yeah we did Our running joke now
• 10:10
  Speaker 3: is like when you hear the Jackson's music at the
• 10:13
  Speaker 3: end of the time where Michael is leaving, it's really
• 10:15
  Speaker 3: just all Michael.
• 10:16
  Speaker 1: Yeah, yeah, of course.
• 10:16
  Speaker 3: And the band comes in and has like two lines. Yeah, yeah, yeah.
• 10:19
  Speaker 3: And that's it. So we kind of bring in and
• 10:20
  Speaker 3: have that's our running joke in there.
• 10:23
  Speaker 1: That's awesome. That's beautiful.
• 10:24
  Speaker 2: Education through the language of music. It's really, yeah.
• 10:27
  Speaker 3: You know, it's a chance for us to kind of
• 10:30
  Speaker 3: talk about the experience since so much of our kids'
• 10:34
  Speaker 3: life is lived directly through culture. through music and entertainment.
• 10:37
  Speaker 3: And so much of like our transformative stuff was growing up.
• 10:41
  Speaker 3: We were talking earlier in the hallway, my first real
• 10:45
  Speaker 3: marketing job was actually entertainment music industry. So the space
• 10:49
  Speaker 3: in there, I came from working at PNG and then
• 10:53
  Speaker 3: went to work in music and culture. And so being
• 10:56
  Speaker 3: able to talk to the kids about the work that
• 10:58
  Speaker 3: I do now and how it grew from that experience
• 11:01
  Speaker 3: has been really powerful. I didn't see that in there.
• 11:04
  Speaker 2: Let's get into that.
• 11:04
  Speaker 1: That was a nice transition. Absolutely. Because, you know, it
• 11:07
  Speaker 1: seems like in today's age, right, it's all about marketing,
• 11:11
  Speaker 1: you know, especially with social media and everything. It's all marketing.
• 11:14
  Speaker 1: Everything is about marketing, marketing, marketing, right?
• 11:15
  Speaker 3: Right.
• 11:16
  Speaker 1: And you've been doing this professionally since 1999, you know,
• 11:20
  Speaker 1: probably before that, right? But the paper says 1999. So
• 11:23
  Speaker 1: we'll stick.
• 11:25
  Speaker 3: With the paper.
• 11:25
  Speaker 1: So I'll stick with what I'm seeing here. So why marketing?
• 11:29
  Speaker 1: You know, and what is it about that field that,
• 11:31
  Speaker 1: captured your interest and ultimately led you to build a
• 11:33
  Speaker 1: career around it?
• 11:34
  Speaker 3: I will tell you this, man. I think I was
• 11:37
  Speaker 3: in marketing before I even knew what marketing was. As
• 11:40
  Speaker 3: a kid, we always talk about this. My very first
• 11:42
  Speaker 3: business venture was selling candy on a school bus trip, right?
• 11:46
  Speaker 3: I understood product placement positioning before I knew what the
• 11:51
  Speaker 3: four Ps were, right? I understood what it meant to
• 11:54
  Speaker 3: do strategy and building it. It was just something that
• 11:57
  Speaker 3: I gravitated to. And so we were talking about sports
• 12:00
  Speaker 3: and everything else. And I love sports. I love engaging there.
• 12:03
  Speaker 3: You know what I got excited about? Being able to
• 12:05
  Speaker 3: think about building a business and selling stuff in the space.
• 12:08
  Speaker 3: And so it was innovation and entrepreneurship that I think
• 12:11
  Speaker 3: was my way around into marketing. And whether that was
• 12:15
  Speaker 3: creating a new product or a new way of approaching it,
• 12:18
  Speaker 3: it made sense to me. And so that's kind of
• 12:21
  Speaker 3: how I backed into marketing. And I was like, marketing...
• 12:26
  Speaker 3: It's funny that we say now everything is marketing because
• 12:28
  Speaker 3: we see it, but I've been a big believer that
• 12:30
  Speaker 3: it's always been about marketing.
• 12:31
  Speaker 1: Oh, it's always been there. It's just now in front
• 12:33
  Speaker 1: of your face, literally, because of your phone. Exactly.
• 12:35
  Speaker 3: It's always been about that. Brands and companies and orgs
• 12:39
  Speaker 3: and causes that make a difference and do things really dynamically,
• 12:43
  Speaker 3: when you pull the levers back, it's always marketing. It's
• 12:47
  Speaker 3: always because the marketing space is there. It's just front
• 12:49
  Speaker 3: and center now that we see it, whether it's a
• 12:51
  Speaker 3: TV show like Love Island, whether it's your glasses from
• 12:54
  Speaker 3: Warby Parker. whether it's your podcast brand, right? We put
• 12:59
  Speaker 3: marketing front and center in that.
• 13:01
  Speaker 2: It's all marketing.
• 13:02
  Speaker 4: It's interesting because I was having this conversation the other
• 13:05
  Speaker 4: day and someone asked me, like, when did you start
• 13:08
  Speaker 4: in marketing?
• 13:09
  Speaker 2: I said, since a kid.
• 13:11
  Speaker 1: Yeah.
• 13:11
  Speaker 4: And I just always gravitated to that. And most marketers
• 13:15
  Speaker 4: have that response of you just gravitated to that.
• 13:18
  Speaker 1: Yeah.
• 13:19
  Speaker 3: I just, I woke up and everything that I was doing,
• 13:23
  Speaker 3: marketing became the name for the things that I naturally did. Right.
• 13:26
  Speaker 3: And then I wanted to be better at it. I
• 13:28
  Speaker 3: wanted to be more creative with it. I wanted to
• 13:30
  Speaker 3: be more dynamic. And then you saw ways where it applied,
• 13:33
  Speaker 3: whether you're working in a nonprofit or a B Corp,
• 13:37
  Speaker 3: a startup or legacy space in there. There's always a
• 13:39
  Speaker 3: space for marketing to both solve problems, build connections and
• 13:44
  Speaker 3: make things better. Right. And so from a business perspective,
• 13:47
  Speaker 3: that's what I got excited about. I didn't get excited
• 13:49
  Speaker 3: in accounting class. Yeah.
• 13:51
  Speaker 2: Same.
• 13:52
  Speaker 3: Wasn't excited about supply chain. Yeah.
• 13:54
  Speaker 1: You know, it's funny because, yeah. I mean, I definitely
• 13:56
  Speaker 1: could tell marketing stories from being a kid. I mean,
• 13:59
  Speaker 1: I always tell everyone my first job, I think I
• 14:02
  Speaker 1: was like 12. It's when I first moved to Florida.
• 14:06
  Speaker 1: I was mowing a lawn. I was mowing our lawn.
• 14:08
  Speaker 1: And our neighbor, my neighbor came outside and he was like, hey,
• 14:10
  Speaker 1: I'll give you 20 bucks to mow mine also. I
• 14:12
  Speaker 1: was already mowing mine. I said, $ 20? I'm like 12.
• 14:15
  Speaker 1: I'm $ 20. Forget I'm rich now. So I mowed his
• 14:17
  Speaker 1: lawn and gave me $ 20. He's like, whenever you mow
• 14:19
  Speaker 1: your lawn, mow my lawn. Can I mow it every day?
• 14:22
  Speaker 1: But no, every time.
• 14:22
  Speaker 2: You're like, I'm an entrepreneur now.
• 14:23
  Speaker 1: So then, and then. So then I had a friend
• 14:25
  Speaker 1: who lived around the corner and he said his neighbor
• 14:28
  Speaker 1: did the same thing with him. So we literally got
• 14:31
  Speaker 1: together and I was like, we should just mow lawns forever.
• 14:36
  Speaker 1: This could be our life.
• 14:36
  Speaker 2: Forever.
• 14:37
  Speaker 1: So we made a flyer.
• 14:39
  Speaker 3: Right.
• 14:39
  Speaker 1: Printed it at home.
• 14:40
  Speaker 3: Right.
• 14:41
  Speaker 1: And we printed a flyer. I forgot what the name was,
• 14:43
  Speaker 1: like A and B. I think his name was, you know,
• 14:45
  Speaker 1: obviously mine being Alex's being something else. Mowing $ 20. Just
• 14:49
  Speaker 1: put $ 20, whatever. And we rode our bikes and put
• 14:53
  Speaker 1: them in every single mailbox and ended up getting like
• 14:56
  Speaker 1: 20 calls in the first week to mow lawns. And
• 14:59
  Speaker 1: we thought we made it rich. And so I hit
• 15:00
  Speaker 1: like a snake. And I saw a snake and that
• 15:03
  Speaker 1: was it for my lawn mowing career.
• 15:06
  Speaker 3: It's all done at that point, right?
• 15:06
  Speaker 1: It was over. It was over. I hit like a
• 15:08
  Speaker 1: little thing. I was like... I'm out.
• 15:10
  Speaker 3: But it's amazing how you start to work your way
• 15:12
  Speaker 3: through those P's we just talked about. You've got product.
• 15:15
  Speaker 3: You've got pricing. You've got promotion. You've got positioning. Why
• 15:19
  Speaker 3: you guys are the best, what you do, you're available.
• 15:22
  Speaker 3: You're doing all those things. And what's interesting is you
• 15:25
  Speaker 3: didn't have a classroom at that time, but you're learning
• 15:29
  Speaker 3: in that space in there. And so what can you
• 15:32
  Speaker 3: do with that energy if you then– have the case
• 15:35
  Speaker 3: study and the skills and the learning and the classwork
• 15:38
  Speaker 3: to go along with it, right? The sky's the limit.
• 15:41
  Speaker 3: So for many times for marketers, this is how you're
• 15:43
  Speaker 3: able to make your way in business. This is how
• 15:45
  Speaker 3: you're able to make innovation to come in because you've
• 15:47
  Speaker 3: got that internally. Yeah. And then you add education and
• 15:52
  Speaker 3: experience with it. And then the rest, you know.
• 15:56
  Speaker 1: I used to live in Kinko's. You know what Kinko's is?
• 15:58
  Speaker 3: Yes. Yeah.
• 16:00
  Speaker 1: So before, like, the digital wave, and I'm, like, aging
• 16:02
  Speaker 1: myself right now.
• 16:03
  Speaker 3: Well, you explain that to everybody on the pod.
• 16:06
  Speaker 2: It's a printing center, like Staples.
• 16:08
  Speaker 1: It's like Staples. Yeah, Staples. So this is obviously pre, like,
• 16:14
  Speaker 1: this is when I, so when I was DJing, that's how,
• 16:16
  Speaker 1: you know, I was really marketing myself, right? Finding different
• 16:18
  Speaker 1: ways to, like, put out mixtapes and da-da-da. But you
• 16:21
  Speaker 1: used to have to do, doing my own parties. Right.
• 16:23
  Speaker 1: And I used to go to Kinko's and, you know,
• 16:25
  Speaker 1: I didn't have a computer to, like, create these graphics
• 16:28
  Speaker 1: and all that kind of stuff. So you would literally
• 16:30
  Speaker 1: like cut out things. So cut out a picture of
• 16:33
  Speaker 1: like somebody dancing into one thing, like create your own
• 16:35
  Speaker 1: little flyer that had, and then write in script, like
• 16:38
  Speaker 1: the information, glue everything onto it, turn it around, print it.
• 16:42
  Speaker 1: It came out good. Resize it, print it again, put
• 16:45
  Speaker 1: four on one page. Next thing you know, you're cutting,
• 16:47
  Speaker 1: I'm in there cutting out flyers and that's how with
• 16:49
  Speaker 1: those parties, but all marketing.
• 16:51
  Speaker 3: Look at that. You're your own production machine.
• 16:53
  Speaker 1: That was it. That was it.
• 16:55
  Speaker 3: And so much of that, you know, we talk about
• 16:58
  Speaker 3: marketing being everywhere, but really we were everywhere then, right?
• 17:01
  Speaker 3: But so much about marketing is about being in culture,
• 17:05
  Speaker 3: being in that moment, being in that time, because you
• 17:07
  Speaker 3: had to know which image you were using to go
• 17:09
  Speaker 3: in there. Like what was going to connect with people
• 17:12
  Speaker 3: to make them want to come.
• 17:13
  Speaker 1: To your party? What you were selling essentially, a marketing.
• 17:15
  Speaker 3: I had a friend of mine in college who used
• 17:16
  Speaker 3: to always say that people had to believe your party
• 17:19
  Speaker 3: was dope before they left the house. Oh, yeah. That
• 17:21
  Speaker 3: was like brilliant. That was like brilliant marketing logic. That
• 17:24
  Speaker 3: wasn't Peter Drucker. That wasn't, you know, the marketing stuff
• 17:27
  Speaker 3: that you get in your MBA class and that. That
• 17:29
  Speaker 3: was a friend of mine in college giving his philosophy
• 17:32
  Speaker 3: on throwing a party. And it's some cold marketing advice
• 17:35
  Speaker 3: for anything now, right? Think about that. People have to
• 17:37
  Speaker 3: believe your product, your party, your event is the one
• 17:42
  Speaker 3: before they even get started, right? That's so much a
• 17:45
  Speaker 3: part of how do you engage with your product and
• 17:47
  Speaker 3: your brand? How do you sell who you are before
• 17:49
  Speaker 3: you get there, right? Those are all the lessons you
• 17:51
  Speaker 3: learn from throwing that party.
• 17:52
  Speaker 1: Oh, yeah.
• 17:53
  Speaker 2: Yeah, it's creating the brand.
• 17:55
  Speaker 3: Yeah.
• 17:55
  Speaker 2: The FOMO.
• 17:56
  Speaker 3: Yeah. Because you're sitting here right now. Don't you wish
• 17:59
  Speaker 3: you were at his party?
• 18:00
  Speaker 1: Right?
• 18:02
  Speaker 4: I'm like picturing the flyer, the cutouts of the people,
• 18:06
  Speaker 4: the stars, the things.
• 18:07
  Speaker 3: I'm happy you did a four up. You were like,
• 18:09
  Speaker 3: I'm not going to just use one big sheet of paper.
• 18:11
  Speaker 1: No.
• 18:12
  Speaker 3: Oh, no.
• 18:12
  Speaker 1: That's too expensive. I'm going to get four flyers. That
• 18:15
  Speaker 1: wouldn't work because you realize it. You can't hand somebody
• 18:17
  Speaker 1: something like this big. You know, that's just too much.
• 18:19
  Speaker 1: They'll take... So you had to do fly, you know.
• 18:21
  Speaker 3: Well, you could, but they're not coming to your party.
• 18:23
  Speaker 3: They're not coming to your party.
• 18:23
  Speaker 1: It'll just look, yeah, yeah.
• 18:24
  Speaker 3: You're passing out homework.
• 18:25
  Speaker 1: It had to look good. But that was back then
• 18:27
  Speaker 1: when it was a lot of hand-to-hand. I mean, marketing
• 18:29
  Speaker 1: back then, though, was hand-to-hand. Well, in the field I
• 18:33
  Speaker 1: was in. Obviously, you don't. You still had TV and
• 18:35
  Speaker 1: all these things happening. But, yeah, back then, to get
• 18:38
  Speaker 1: your name out back then. It was a lot of
• 18:40
  Speaker 1: street teams. You're the era of street teams. Oh, no,
• 18:41
  Speaker 1: I'm the street team era. Yeah, yeah. Posters everywhere. You know,
• 18:44
  Speaker 1: you're gluing posters up. I'm going out there like, you know,
• 18:47
  Speaker 1: you're getting fines for putting things up. But Like all those,
• 18:51
  Speaker 1: that era.
• 18:52
  Speaker 3: Imagine what you would do with Street Team Hustle, but
• 18:56
  Speaker 3: today's digital platforms. That's always kind of.
• 18:59
  Speaker 1: Back then? Yeah. Well, I think that's what it is now.
• 19:03
  Speaker 1: But I think now it- So I think that's what
• 19:05
  Speaker 1: clouds it. And that's why you really have to find
• 19:07
  Speaker 1: a way to stand out in an era where now
• 19:10
  Speaker 1: it's just too easy for everybody.
• 19:12
  Speaker 2: It's a bombardment.
• 19:13
  Speaker 1: So back then, what made you stand out was you
• 19:14
  Speaker 1: were the one willing to do it.
• 19:16
  Speaker 3: Right.
• 19:16
  Speaker 1: Not everyone's willing to go out there, like I said,
• 19:18
  Speaker 1: and cut things and go and stand outside and stand
• 19:20
  Speaker 1: outside when people coming out of events and hand them
• 19:22
  Speaker 1: flyers and go put them on cars and do all that. Now, anybody,
• 19:26
  Speaker 1: they don't have to. Now they just I'm going to
• 19:28
  Speaker 1: send this press send on social media and think that's it.
• 19:32
  Speaker 1: You know, well, you should.
• 19:33
  Speaker 4: Street teams still exist. There is that power of connection.
• 19:36
  Speaker 4: And this current generation yearns to have that. Because of
• 19:39
  Speaker 4: digital age, they're moving away from AI-generated images. So I
• 19:44
  Speaker 4: think it's having that balance, but also knowing the grit.
• 19:48
  Speaker 2: And I don't know.
• 19:50
  Speaker 4: if the generation coming up knows that because they've grown
• 19:53
  Speaker 4: up through digital.
• 19:54
  Speaker 2: Oh, yeah, for sure. So they just don't understand how
• 19:57
  Speaker 2: that typically works.
• 19:58
  Speaker 1: It's funny, we talked about that the other day.
• 20:00
  Speaker 4: Well, they call us analog now, but they're doing more
• 20:03
  Speaker 4: mechanical and analog and positioning that way.
• 20:07
  Speaker 3: But it's interesting when we talk about kind of the breakthrough.
• 20:10
  Speaker 3: And what I love in marketing is that you can
• 20:13
  Speaker 3: have platforms and distribution channels that are, in effect, perfected.
• 20:20
  Speaker 3: You just find new ways to think about it. You know,
• 20:22
  Speaker 3: think about it in our space in there. Platforms that
• 20:24
  Speaker 3: are always perfected. T-shirt. No matter what happens, T-shirt is
• 20:29
  Speaker 3: the platform. You could have a T-shirt with a design
• 20:32
  Speaker 3: that was hot for you 30 years ago, that was
• 20:35
  Speaker 3: hot 20 years ago, that you have on for tomorrow.
• 20:38
  Speaker 3: You know, postcard, we space in there. We were talking
• 20:40
  Speaker 3: to a couple of brands and folks were like, print
• 20:42
  Speaker 3: is dead. Well, yeah, if nobody sends a postcard and
• 20:45
  Speaker 3: then you do, guess who gets the higher response rate?
• 20:48
  Speaker 3: The person who's now sending the postcard. You think about
• 20:51
  Speaker 3: coffee mug, right? There's these devices that have been so
• 20:54
  Speaker 3: perfected that allow you to put message and culture. We're
• 20:58
  Speaker 3: sitting here right now. I'm looking at, yeah, I'm glancing down.
• 21:00
  Speaker 3: I'm looking at the coffee mug that's got the pod
• 21:03
  Speaker 3: on the coffee mug, right?
• 21:04
  Speaker 2: Yeah.
• 21:04
  Speaker 3: You know, there's something about utility. There's something about meaningfulness.
• 21:08
  Speaker 3: There's something about being connected with these devices that continues
• 21:12
  Speaker 3: to hold up for us, right? It holds up whether
• 21:15
  Speaker 3: you're marketing, like I said, whether you're marketing your party
• 21:17
  Speaker 3: today or your new digital platform tomorrow. Yeah. All right.
• 21:24
  Speaker 3: So what's, what's your one go-to marketing platform that you
• 21:28
  Speaker 3: can't live without? What's the one?
• 21:30
  Speaker 1: Yeah. Well, I think right now for, for, for myself,
• 21:32
  Speaker 1: I mean, I can't even sugarcoat it would be Instagram.
• 21:35
  Speaker 3: Right.
• 21:35
  Speaker 1: And I think it's, it's because I think I have
• 21:39
  Speaker 1: the most engagement right now. There used to be like Twitter. Right.
• 21:43
  Speaker 1: And prior to that, it could have been, you know,
• 21:45
  Speaker 1: MySpace and all those kinds of digital platforms. And I've
• 21:49
  Speaker 1: gone through all the platforms cause I've been, DJing and
• 21:51
  Speaker 1: in this music industry for a very long time. So
• 21:53
  Speaker 1: like I've seen from the hand to hand flyers and having,
• 21:57
  Speaker 1: I used to have street teams outside of clubs, taking
• 21:59
  Speaker 1: people's phone numbers and, and, you know, creating a website
• 22:03
  Speaker 1: and you go there to see pictures from the party
• 22:05
  Speaker 1: that are, but then I do the email blast and
• 22:07
  Speaker 1: text blast. So I've done it all. But now, um,
• 22:09
  Speaker 1: I think digitally, uh, Instagram and those places have become
• 22:14
  Speaker 1: the place, but they don't stick, right? Like the engagement
• 22:18
  Speaker 1: is not there and they don't stick. So you have
• 22:20
  Speaker 1: to like really, utilize them for what they are. So like,
• 22:23
  Speaker 1: I've really learned a lot about meta and what the
• 22:25
  Speaker 1: meta campaigns and what they, you know, targeting and all
• 22:27
  Speaker 1: that kind of stuff. But I would say that, that,
• 22:30
  Speaker 1: but for me, you're talking to somebody who hits from
• 22:32
  Speaker 1: all the angles. So like I'll, I'll do social media,
• 22:34
  Speaker 1: but then I'm also on the radio. So I'm hitting
• 22:36
  Speaker 1: from the radio side and whatever way I could get
• 22:38
  Speaker 1: the word out there.
• 22:40
  Speaker 4: Nice.
• 22:40
  Speaker 1: Nice.
• 22:41
  Speaker 2: All right, my friend.
• 22:43
  Speaker 3: Question to you. I'm asking you questions now.
• 22:45
  Speaker 2: I like this. We're flipping the script.
• 22:48
  Speaker 4: You know, it depends on what it is that I
• 22:52
  Speaker 4: am marketing and who my target audience is.
• 22:54
  Speaker 2: That's a very marketer.
• 22:56
  Speaker 3: It's a very marketer answer.
• 22:57
  Speaker 1: But it's true.
• 22:58
  Speaker 3: Right. Right.
• 22:59
  Speaker 4: Well, you know, it depends if it's like the pod.
• 23:01
  Speaker 4: We're definitely you know, we have the Instagram and TikTok.
• 23:05
  Speaker 4: So that's where we go. But we also drive on
• 23:07
  Speaker 4: LinkedIn because it's cross branded.
• 23:09
  Speaker 3: Right.
• 23:09
  Speaker 4: So that cross pollination with who our partners are. So
• 23:13
  Speaker 4: it depends on what we're doing. If we're talking about automation.
• 23:17
  Speaker 4: We have billboards.
• 23:18
  Speaker 2: We have a very big.
• 23:19
  Speaker 1: Brand new one outside the Lincoln Center.
• 23:21
  Speaker 3: Yes.
• 23:21
  Speaker 2: Shout out to Clear Channel.
• 23:22
  Speaker 1: Just millions of people seeing. Nice.
• 23:24
  Speaker 2: Yeah.
• 23:25
  Speaker 4: So it depends on what the modality is, right, and
• 23:28
  Speaker 4: who your audience is. But definitely when you look at automation,
• 23:33
  Speaker 4: when you look at analytics and looking at data, I'm
• 23:36
  Speaker 4: in Tableau.
• 23:36
  Speaker 2: I'm in Atrilix. I'm in.
• 23:39
  Speaker 4: Melt water our comms team is here where we schedule
• 23:41
  Speaker 4: out and look at data and it's all about making
• 23:44
  Speaker 4: and so marketing is fun because it's all trial and
• 23:47
  Speaker 4: error right and you get to try all the fun
• 23:49
  Speaker 4: things and if it doesn't work then you pivot but
• 23:52
  Speaker 4: the fun thing is looking at the data and seeing
• 23:54
  Speaker 4: well what did stick why did it stick the inquisitive
• 23:58
  Speaker 4: side of breaking things apart and seeing why they worked
• 24:00
  Speaker 4: right maybe it was a fluke we don't know but
• 24:03
  Speaker 4: But looking at that and establishing a trend and then
• 24:05
  Speaker 4: pivoting and Pearl's looking at me like, here goes her
• 24:07
  Speaker 4: nerdy side.
• 24:07
  Speaker 1: That was great. I love it.
• 24:09
  Speaker 3: It is. I mean, you never fail. You're just learning. Yeah.
• 24:13
  Speaker 2: We love a rebrand.
• 24:14
  Speaker 3: Right.
• 24:15
  Speaker 2: Like, take it apart and build it again.
• 24:16
  Speaker 3: I realize as we're sitting here talking, I still didn't
• 24:19
  Speaker 3: answer your other question. I gave you some other music
• 24:21
  Speaker 3: that in there and it was hitting me. So the last, like,
• 24:26
  Speaker 3: musical trail I went down with playing X-Sex throwing one
• 24:29
  Speaker 3: song on, I threw on Leon Thomas' Mutt. and watch
• 24:34
  Speaker 3: what came out of like 25 years of like soul
• 24:38
  Speaker 3: R & B, what was suggested was really fascinating. It
• 24:42
  Speaker 3: was an incredible mix. So it was stuff that was current,
• 24:44
  Speaker 3: but then there were things that it was bringing me
• 24:46
  Speaker 3: back like 25, 30 years ago that fit right in
• 24:49
  Speaker 3: the groove that was going in there. And it was
• 24:51
  Speaker 3: kind of amazing to hear how those things were kind
• 24:54
  Speaker 3: of triggered in there. Like I said, I did a
• 24:56
  Speaker 3: dealer's choice.
• 24:57
  Speaker 2: And that's an algorithm.
• 24:58
  Speaker 1: Yeah.
• 24:59
  Speaker 2: That's feeding the consumer, looking at the target audience, and
• 25:02
  Speaker 2: it's feeding you.
• 25:03
  Speaker 3: What you were looking for. And I'm looking at my
• 25:05
  Speaker 3: DJ friend here, and I'm like, I think I may
• 25:06
  Speaker 3: just replace you.
• 25:07
  Speaker 1: We love this. That's a fact.
• 25:15
  Speaker 2: Pearl, I think you should make some flyers and go
• 25:16
  Speaker 2: outside and promote the pod.
• 25:17
  Speaker 1: You think I should? I think you should. I think
• 25:19
  Speaker 1: you should.
• 25:20
  Speaker 4: I think we should go to Times Square with the
• 25:22
  Speaker 4: t-shirts and throw out some flyers, do some street team stuff.
• 25:25
  Speaker 3: But see, what I love about that is that, yes—
• 25:28
  Speaker 3: It mechanically replaced the job, but it didn't replace the
• 25:32
  Speaker 3: job in terms of meaning, impact and spirit.
• 25:35
  Speaker 1: Yeah. Right.
• 25:36
  Speaker 3: I still want you as my DJ to give me
• 25:39
  Speaker 3: unexpected connections.
• 25:41
  Speaker 1: Right.
• 25:42
  Speaker 3: So the algorithm that I had gave me the songs
• 25:44
  Speaker 3: that made sense. And if I had a list, I
• 25:46
  Speaker 3: wouldn't get fired for saying, give me songs that are
• 25:48
  Speaker 3: like Leon Thomas. Yeah. But if we're having a conversation.
• 25:53
  Speaker 3: and you're rocking a party, you're probably bringing together beats
• 25:55
  Speaker 3: that I never would have thought about that have connections.
• 25:58
  Speaker 1: Well, as a DJ, that's what we do, right? I mean,
• 26:00
  Speaker 1: you have to play to the crowd. So as a DJ,
• 26:02
  Speaker 1: I would say I'm always going to play to the
• 26:04
  Speaker 1: crowd in front of me, right? And obviously try to
• 26:07
  Speaker 1: mix it up with whatever the crowd is, right? And
• 26:10
  Speaker 1: hit them with... I obviously DJ a lot of open format.
• 26:13
  Speaker 1: Now that's a word, right? That's a thing heavily used
• 26:15
  Speaker 1: in the DJ world, but it used to be very...
• 26:19
  Speaker 1: different back in the days. It was like, if you
• 26:20
  Speaker 1: play in a hip hop party, you're only playing this.
• 26:22
  Speaker 1: And then I was in the South too. So it
• 26:23
  Speaker 1: was like, it was at a down South party or
• 26:25
  Speaker 1: was it considered a New Yorker kind of party? Right.
• 26:28
  Speaker 1: Two different kinds of hip hop. They didn't want to
• 26:29
  Speaker 1: hear like, if it was a New York party, you're
• 26:31
  Speaker 1: playing Wu Tang and all that kind of method, man, everything.
• 26:34
  Speaker 1: If you're in the down South, you're playing like trick
• 26:35
  Speaker 1: daddy and all that kind of, and they didn't want
• 26:37
  Speaker 1: to hear vice versa. And it's like, you don't want
• 26:39
  Speaker 1: to hear R and B in that part. It was
• 26:41
  Speaker 1: now people love to hear everything. So like I'm playing
• 26:44
  Speaker 1: hip hop, reggae, Spanish, house music, blah, blah, blah, like
• 26:47
  Speaker 1: all mixed in one thing. But I think it's important
• 26:52
  Speaker 1: to keep you on your heels, right? And that's what
• 26:54
  Speaker 1: radio is. So the thing about radio that people love
• 26:58
  Speaker 1: and why terrestrial radio, no matter what people try to say,
• 27:01
  Speaker 1: is still the most strongest thing out, right, is because
• 27:05
  Speaker 1: you could get in the car, turn the radio on,
• 27:06
  Speaker 1: just let it play. And you don't really know, even
• 27:09
  Speaker 1: though a lot of people will be, oh, the radio
• 27:10
  Speaker 1: plays the same music, whatever, whatever. You don't know what's
• 27:13
  Speaker 1: coming on next.
• 27:14
  Speaker 3: Right.
• 27:14
  Speaker 1: Versus if you have a playlist, you know what the
• 27:17
  Speaker 1: next song is and the next song after that.
• 27:18
  Speaker 3: Right.
• 27:18
  Speaker 1: You may skip past the song and then skip before that,
• 27:20
  Speaker 1: you know. So that's the great thing about it. But
• 27:23
  Speaker 1: it's a space.
• 27:23
  Speaker 3: I mean, I think it's a really good metaphor for
• 27:26
  Speaker 3: success in marketing as well. Because you have the radio
• 27:29
  Speaker 3: station or the show and that's the brand that kind
• 27:31
  Speaker 3: of nested for you. But then in that, there are
• 27:33
  Speaker 3: opportunities for the brand to surprise and delight.
• 27:35
  Speaker 1: Yeah.
• 27:36
  Speaker 3: Right. So you go in. So you're on that channel
• 27:38
  Speaker 3: because that channel means something to you.
• 27:40
  Speaker 1: Yeah.
• 27:41
  Speaker 3: And then you'd open up the trust for that channel,
• 27:43
  Speaker 3: for that DJ, for that personality to be able to
• 27:45
  Speaker 3: take you on the journey. Yeah. Right. And you might
• 27:47
  Speaker 3: not love every stop, but you trust them to take
• 27:50
  Speaker 3: you through.
• 27:50
  Speaker 1: Yep.
• 27:50
  Speaker 3: That's what we're talking about today.
• 27:55
  Speaker 1: I like it.
• 27:55
  Speaker 2: It's good.
• 27:57
  Speaker 3: So that's going to go on the flyer.
• 27:59
  Speaker 2: People don't purchase products, they purchase benefits.
• 28:01
  Speaker 1: You're bringing a benefit gotta bring you into like some
• 28:04
  Speaker 1: of the meetings with the rest of the personalities and
• 28:06
  Speaker 1: DJs you hear what he's saying everybody pay attention just.
• 28:09
  Speaker 4: Email the link to this episode and be like learn
• 28:12
  Speaker 4: something let Benny teach you something.
• 28:14
  Speaker 1: I feel like we're still on the first question I
• 28:16
  Speaker 1: know this is so good this is.
• 28:19
  Speaker 2: Great no this is so good I would say in.
• 28:25
  Speaker 4: A world where we wear so many hats right How
• 28:29
  Speaker 4: do you keep that work-life balance?
• 28:32
  Speaker 3: Oh my goodness.
• 28:33
  Speaker 1: Yeah. Do I? Well. That's like the question.
• 28:37
  Speaker 3: I mean, it goes back to that first answer of
• 28:40
  Speaker 3: being able to take a breath, look up and look around, right?
• 28:43
  Speaker 3: And I think that the balance is because at least
• 28:47
  Speaker 3: for me, I'm doing the work that I really love.
• 28:49
  Speaker 3: And that becomes the danger, right? Because you really love
• 28:52
  Speaker 3: the work that you're doing. So you're always all in.
• 28:55
  Speaker 3: So how do you find a way to make sure
• 28:57
  Speaker 3: that you're all in any other parts of your life? right?
• 28:59
  Speaker 3: That you can be a marketer, you can be a CEO,
• 29:02
  Speaker 3: you can be a good partner, you can be a
• 29:04
  Speaker 3: good friend, you can be a good parent, right? Those
• 29:07
  Speaker 3: are all things that are important and take on different
• 29:10
  Speaker 3: spaces in there. I try to make sure that, you know,
• 29:13
  Speaker 3: the work we're doing that we said before, we're having fun,
• 29:17
  Speaker 3: we're having adventure, we're curious and we're learning because I
• 29:20
  Speaker 3: think those are things that are restorative. And so if
• 29:23
  Speaker 3: you have that in all your relationships as well, it's
• 29:25
  Speaker 3: always restoring in there. So I might have just as
• 29:29
  Speaker 3: much fun sitting here with you on this pod, talking
• 29:32
  Speaker 3: about work, but talking about life that I am hanging
• 29:35
  Speaker 3: out with my friends.
• 29:35
  Speaker 2: Yeah.
• 29:36
  Speaker 3: Right. And you're getting energy and you're finding a way
• 29:39
  Speaker 3: to kind of keep yourself balanced in all those spaces.
• 29:41
  Speaker 3: I will tell you that some of the best ideas
• 29:44
  Speaker 3: about life come up when you're talking about work and
• 29:47
  Speaker 3: some for me, and some of the best ideas about
• 29:49
  Speaker 3: work come up when I'm hanging out and thinking about life.
• 29:54
  Speaker 3: So that's, that's my balance in there. I don't know
• 29:57
  Speaker 3: if that's good or not, but that's what we got.
• 30:00
  Speaker 2: It is good. It is good.
• 30:02
  Speaker 4: I think everything bleeds together, right? Everything's intertwined, but there
• 30:07
  Speaker 4: is no right answer.
• 30:08
  Speaker 3: You know, and I think that that's what makes life
• 30:11
  Speaker 3: interesting and fun in the space in there. I'm the
• 30:14
  Speaker 3: kid who grew up, who always wanted to be in
• 30:16
  Speaker 3: marketing and always wanted to be a CEO. So like
• 30:19
  Speaker 3: having the opportunity to do that, I know I'm living
• 30:22
  Speaker 3: that kind of dream in the space in there. So
• 30:25
  Speaker 3: I'm finding things that are fun in that about life
• 30:28
  Speaker 3: because this is something that I was always thinking about.
• 30:30
  Speaker 3: And I have other friends who this would be their nightmare. Yeah. Right.
• 30:33
  Speaker 3: And knowing yourself in that space helps you find that balance.
• 30:36
  Speaker 1: Everyone has their own goals and they live it. You
• 30:40
  Speaker 1: have friends, I'm sure, that ask you like, how do
• 30:41
  Speaker 1: you do it? And when do you have time for this?
• 30:43
  Speaker 1: And I know I get asked that all the time.
• 30:45
  Speaker 3: When do you sleep?
• 30:46
  Speaker 1: Or when do you have time for this? Or how
• 30:47
  Speaker 1: do you do that? It's just naturally what you do.
• 30:50
  Speaker 3: Yeah, we were talking about traveling a space in there.
• 30:52
  Speaker 3: You know, one of the best things that I get
• 30:55
  Speaker 3: to do is I get to travel around, you know,
• 30:57
  Speaker 3: not only in our country, but outside. I get to
• 31:01
  Speaker 3: sit and talk to the world. Yeah, I get to
• 31:03
  Speaker 3: see the world. I get to experience the food, the music,
• 31:05
  Speaker 3: the culture, people's lives in different ways. I get to
• 31:08
  Speaker 3: go to numerous college campuses, have conversations with students and
• 31:13
  Speaker 3: young marketers, but then I'm going to agencies and innovation centers.
• 31:17
  Speaker 3: You know, what a great way to get an extent
• 31:19
  Speaker 3: of how life is changing and shaping, how culture and
• 31:23
  Speaker 3: business are moving, it's never a dull moment in there.
• 31:25
  Speaker 3: So that gives me energy as well.
• 31:28
  Speaker 1: And do you find yourself learning every trip?
• 31:30
  Speaker 3: Do you learn something new? Oh man, you're learning all
• 31:32
  Speaker 3: the time, you know, and that's one of the things that,
• 31:35
  Speaker 3: and I think on the front end, you don't even
• 31:37
  Speaker 3: realize it sometimes. Like if I'm doing our pod and
• 31:40
  Speaker 3: I'm having a conversation, I'm talking five days in a
• 31:42
  Speaker 3: row to five like groundbreaking innovators, whether they're in academia,
• 31:47
  Speaker 3: whether they're in technology or culture, you can't help but
• 31:52
  Speaker 3: learn and be moved by having those spaces in there.
• 31:54
  Speaker 3: And it's going to challenge you. And so, yeah, I
• 31:57
  Speaker 3: love that because marketing is a profession that's all about growth, right?
• 32:01
  Speaker 3: It's all about expanding. I love to say it's very
• 32:04
  Speaker 3: much like our solar system. It's always expanding. We're not
• 32:07
  Speaker 3: the profession that beginning, middle, end, it's locked in and
• 32:10
  Speaker 3: that's what it is, right? What's innovative in marketing tomorrow
• 32:14
  Speaker 3: is not what was innovative yesterday. And it's not what's
• 32:16
  Speaker 3: going to be innovative in the future.
• 32:17
  Speaker 1: Yeah.
• 32:18
  Speaker 3: Right. So you got to be continually sharpening your skills,
• 32:22
  Speaker 3: but also sharpening that skill of how do I look around?
• 32:26
  Speaker 3: How do I observe? How do I take in the
• 32:29
  Speaker 3: world around me? Yes.
• 32:30
  Speaker 2: Yeah.
• 32:30
  Speaker 3: I love your DJ example. Like you're feeding off of
• 32:32
  Speaker 3: the audience. If you're a brand, you need to be
• 32:35
  Speaker 3: engaged with the audience. What does your audience need to
• 32:38
  Speaker 3: true up that relationship?
• 32:40
  Speaker 1: Yeah.
• 32:43
  Speaker 2: I could just listen all day.
• 32:45
  Speaker 1: No, don't do that.
• 32:47
  Speaker 4: Ask questions.
• 32:47
  Speaker 1: Yeah, I could. Come on, Penny.
• 32:49
  Speaker 2: You're the question asker. I'm the question asker.
• 32:51
  Speaker 1: You're the question asker.
• 32:53
  Speaker 2: But you did. Let's just drop your podcast name so
• 32:56
  Speaker 2: people can tune in.
• 32:56
  Speaker 3: We can drop the podcast name? Yeah, go ahead. Are
• 32:57
  Speaker 3: we going to sell promotion in here? Yeah. So AMA's
• 33:00
  Speaker 3: Marketing Anne with me.
• 33:02
  Speaker 2: Love it.
• 33:03
  Speaker 3: That's what it is. So we look at life through
• 33:06
  Speaker 3: a marketing lens, right? So we're having stories with innovators,
• 33:09
  Speaker 3: with visionaries, with people that are popular and famous, but
• 33:12
  Speaker 3: more importantly, with people who are doing things. So sometimes
• 33:15
  Speaker 3: we'll have guests who you might have heard of yet,
• 33:17
  Speaker 3: but this podcast gives the introduction to a new way
• 33:20
  Speaker 3: of thinking or a way in which marketing has shaped
• 33:22
  Speaker 3: the work that they do.
• 33:23
  Speaker 2: I love that.
• 33:25
  Speaker 3: That's what we do.
• 33:26
  Speaker 2: So if you didn't know, now you know. Now, you know,
• 33:28
  Speaker 2: tune in, download, save it for later.
• 33:30
  Speaker 3: Wherever you get your podcast, wherever you.
• 33:32
  Speaker 2: Get your podcast. I love that. I feel like we've
• 33:36
  Speaker 2: answered quite a few of the questions.
• 33:40
  Speaker 4: It's funny because we did have like a segment. Let's
• 33:42
  Speaker 4: flip the script. And you did that already.
• 33:44
  Speaker 1: I did it already.
• 33:45
  Speaker 4: Marketers just, you know, they naturally do their thing.
• 33:49
  Speaker 3: And we're actually engaged my audience. Right. Yeah.
• 33:52
  Speaker 2: I love this. I love this. If you, If you
• 33:56
  Speaker 2: could go back in time, would you do it all
• 33:58
  Speaker 2: over again?
• 34:00
  Speaker 3: Yes. I would do it all over again, probably with
• 34:05
  Speaker 3: more confidence and more zeal. And I'm always confident in
• 34:09
  Speaker 3: space and air, but I think I would just triple down.
• 34:13
  Speaker 3: The thing is, marketing and the work that we do
• 34:17
  Speaker 3: for business and innovation, I think we all see now,
• 34:20
  Speaker 3: it rewards being bold.
• 34:22
  Speaker 1: It rewards.
• 34:23
  Speaker 3: being focused on people, being focused, believing in yourself. It
• 34:27
  Speaker 3: rewards embracing new challenges. And I think now, so students
• 34:32
  Speaker 3: who are in school today can see examples of that
• 34:35
  Speaker 3: really front and center. We talked before about marketing being
• 34:37
  Speaker 3: always being around, but being more hidden. So to now
• 34:40
  Speaker 3: you can see those examples in there. I think that
• 34:43
  Speaker 3: when I was first starting in there, it was hard.
• 34:45
  Speaker 3: You were hard pressed to see the examples. You know,
• 34:47
  Speaker 3: it was the big companies that had good marketing. It
• 34:50
  Speaker 3: wasn't everybody. So I would double down on pushing in,
• 34:54
  Speaker 3: on believing that you can make a difference in marketing.
• 34:58
  Speaker 2: I love that. And marketing and advertising are two different things.
• 35:00
  Speaker 3: They are. They are.
• 35:02
  Speaker 2: Let's just put that out there.
• 35:03
  Speaker 3: They're like play cousins.
• 35:05
  Speaker 2: They're play cousins.
• 35:06
  Speaker 1: Yeah. And sales is on the other side. What would
• 35:09
  Speaker 1: you say the biggest difference of the two are?
• 35:12
  Speaker 4: What we're doing right now is marketing. What you see
• 35:16
  Speaker 4: on a billboard is an advertisement that's run by a
• 35:19
  Speaker 4: marketing strategy.
• 35:20
  Speaker 2: So it's different.
• 35:21
  Speaker 3: Yeah. Think about marketing being everything that wraps everything together. Yeah.
• 35:26
  Speaker 3: It's all of the production of, it's the classical definition, right?
• 35:29
  Speaker 3: It's all the production of the firm or the enterprise
• 35:31
  Speaker 3: that goes into it. And advertising, communications, media, they're all
• 35:35
  Speaker 3: component parts of it.
• 35:36
  Speaker 1: Yeah.
• 35:37
  Speaker 3: But, you know, you can have a brand that does
• 35:39
  Speaker 3: incredibly well that does no advertising.
• 35:42
  Speaker 1: Yeah.
• 35:42
  Speaker 3: Right. Right. And that's, sometimes it's hard for people to get,
• 35:45
  Speaker 3: and that's like, they're brands that are touching your heart
• 35:48
  Speaker 3: who don't actually advertise. Yeah. But they market.
• 35:51
  Speaker 1: They say that about expensive car companies. You'll never see
• 35:54
  Speaker 1: them promoting. You ever see that one? I saw that
• 35:57
  Speaker 1: on Instagram actually one time. They were like, have you
• 35:59
  Speaker 1: ever seen a Rolls Royce commercial?
• 36:01
  Speaker 3: No.
• 36:03
  Speaker 1: But you'll see like a thousand Toyota commercials or something
• 36:06
  Speaker 1: like that.
• 36:06
  Speaker 2: That's true.
• 36:08
  Speaker 3: There you go. Yeah.
• 36:10
  Speaker 2: Well, you know, when you get your coffee shop, we'll
• 36:11
  Speaker 2: do a plan.
• 36:14
  Speaker 1: Starbucks?
• 36:14
  Speaker 2: Well, yeah, we'll do the marketing and the advertising, but
• 36:17
  Speaker 2: we're going to, we could speak to you forever.
• 36:20
  Speaker 1: Yeah, I would say we probably have a second, third episode. Exactly.
• 36:22
  Speaker 2: We can do a whole series.
• 36:23
  Speaker 3: You just let me know.
• 36:24
  Speaker 4: Yeah, we'll have you come back. But we do end
• 36:28
  Speaker 4: the pod always with our signature closing question. So in
• 36:34
  Speaker 4: true Teach Me Something fashion, if you could describe.
• 36:39
  Speaker 2: what your legacy would be in one word, what would
• 36:42
  Speaker 2: that be?
• 36:43
  Speaker 3: Ooh, in one word.
• 36:48
  Speaker 2: One word.
• 36:51
  Speaker 3: Ah, boldness. I would say boldness, right?
• 36:59
  Speaker 2: We've never had boldness.
• 37:00
  Speaker 3: No.
• 37:01
  Speaker 2: We've had greatness.
• 37:02
  Speaker 1: Greatness. We've had greatness. That was Sean Paul.
• 37:04
  Speaker 2: Sean Paul, greatness.
• 37:06
  Speaker 1: Boldness is a great.
• 37:08
  Speaker 3: That's what I got for you.
• 37:09
  Speaker 2: I like it.
• 37:09
  Speaker 3: Yeah. All right.
• 37:10
  Speaker 2: We're going to put that on the board.
• 37:10
  Speaker 1: There it is.
• 37:12
  Speaker 2: All right.
• 37:13
  Speaker 1: Well, this has been an amazing, amazing episode.
• 37:15
  Speaker 3: Thank you for letting me hang with you guys.
• 37:16
  Speaker 2: Yeah.
• 37:17
  Speaker 1: Thank you for coming here.
• 37:18
  Speaker 2: Thank you for flying into New York.
• 37:20
  Speaker 1: Where are you flying to next, by the way? Do
• 37:23
  Speaker 1: you have anywhere like coming up that can make us jealous?
• 37:27
  Speaker 1: I am.
• 37:27
  Speaker 3: I'm going to make you really jealous right now.
• 37:30
  Speaker 1: Hit me with it.
• 37:31
  Speaker 3: So next week I'm home and then I'm at the
• 37:34
  Speaker 3: Cannes Alliance Festival in Cannes, France.
• 37:36
  Speaker 1: Of course you are.
• 37:37
  Speaker 3: I am so mad.
• 37:37
  Speaker 1: I used to be there all the time. And because
• 37:40
  Speaker 1: of these damn cutbacks.
• 37:44
  Speaker 3: Which is marketing, brand, advertising, ad tech, all. So yeah,
• 37:51
  Speaker 3: that's my last trip for the summer that I'm hanging out.
• 37:53
  Speaker 2: Are you going to do anything with the pod there
• 37:55
  Speaker 2: while you're there?
• 37:56
  Speaker 4: Maybe. Maybe.
• 37:58
  Speaker 2: Okay.
• 37:58
  Speaker 3: Maybe. I'm smiling here. So maybe.
• 38:00
  Speaker 2: All right.
• 38:00
  Speaker 3: We'll let you know. We've got something.
• 38:04
  Speaker 2: Talk to the iHeart people, bro.
• 38:05
  Speaker 1: That's your side.
• 38:07
  Speaker 2: Berkeley's not sending us to France.
• 38:11
  Speaker 1: I used to send me there.
• 38:12
  Speaker 2: If we put it on the screen, we can live vicariously.
• 38:16
  Speaker 3: Yeah, yeah, yeah. It's all right. I'm going to FaceTime you.
• 38:18
  Speaker 2: All right. We'll take it. We'll take it.
• 38:20
  Speaker 1: We'll screenshot ourselves there somehow or another.
• 38:22
  Speaker 2: But we will see you in Denver, Colorado. You will.
• 38:25
  Speaker 3: You will see me there.
• 38:26
  Speaker 1: I'm super excited.
• 38:27
  Speaker 2: This fall for the AMA Higher Education Symposium.
• 38:30
  Speaker 3: Yes.
• 38:31
  Speaker 1: All right.
• 38:31
  Speaker 2: Awesome. Awesome. Well, guys, thanks for tuning in to another
• 38:34
  Speaker 2: episode of.
• 38:35
  Speaker 1: Teach Me Something presented by Berkeley College and iHeart Podcast.
• 38:39
  Speaker 4: You can catch us wherever you listen to your podcasts
• 38:42
  Speaker 4: on YouTube, 103.5 KTU and on Sundays at 9 a.m.
• 38:45
  Speaker 4: on WR710.
• 38:46
  Speaker 2: Hey, thanks for listening.
• 38:49
  Speaker 1: Tune in next week for all new episode of Teach
• 38:51
  Speaker 1: Me Something brought to you by Berkeley College.