Latest / Teach Me Something Hosted By DJ Prostyle & Penny Dellas / Shaping the Future of Marketing & Media with Michael Kipness

Transcript

Shaping the Future of Marketing & Media with Michael Kipness · Teach Me Something Hosted By DJ Prostyle & Penny Dellas

0:00
Speaker 1: Hey, what's up. This is DJ pro Style and this
0:02
Speaker 1: is Penny tell Us, and this is teach Me Something.
0:05
Speaker 2: Brought to you by Berkeley College.
0:07
Speaker 1: Ladies and gentlemen, welcome back to Teach Me Something. We
0:11
Speaker 1: are in season three, Penny, season three.
0:14
Speaker 2: Can you believe it?
0:14
Speaker 1: Season three?
0:15
Speaker 2: I can't believe that we say this every episode. Yeah,
0:17
Speaker 2: we really just can't.
0:17
Speaker 1: Believe it that we made it out of season one.
0:20
Speaker 1: Season three.
0:22
Speaker 2: Peter is going to be so sick of us.
0:23
Speaker 1: Yeah, Peter, but it's in the bag. Is like, God,
0:26
Speaker 1: what is this going to end?
0:27
Speaker 2: Listen? We're doing it by audience demands.
0:30
Speaker 1: I love it right, you ask, we deliver, We deliver,
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Speaker 1: and we're delivering a big one today.
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Speaker 3: We are We are so excited because we have doctor
0:40
Speaker 3: Michael Kipness in the building with us. He is the
0:44
Speaker 3: academic chair for both the Marketing and the Media Communications
0:49
Speaker 3: degree programs at Berkeley College. He has a dynamic career
0:54
Speaker 3: spanning over global brands like Conica, Minolta, Rico, and Phillips.
1:01
Speaker 3: But most importantly, I'm gonna be a little self serving here.
1:04
Speaker 3: Most importantly, he's worked with my brand. He was my
1:07
Speaker 3: professor in undergrad and you know, We'll talk about my
1:11
Speaker 3: struggles with web coating later, but the class served me well.
1:15
Speaker 3: So let's give a warm welcome to doctor Michael.
1:20
Speaker 1: What's up now? First of all, this is like the
1:23
Speaker 1: second part for him because we feel like we had
1:26
Speaker 1: such an amazing conversation off air, yes, that we had
1:29
Speaker 1: to stop him say.
1:32
Speaker 2: It was so good. We were just unfiltered having a
1:35
Speaker 2: cool conversation.
1:36
Speaker 1: And we're gonna stay unfiltered.
1:37
Speaker 2: That's what we do.
1:38
Speaker 3: Yeah, and you came to our live taping to kick
1:40
Speaker 3: off season three with Shaggy.
1:43
Speaker 4: That was the first for me. That was amazing.
1:45
Speaker 1: Thank you.
1:45
Speaker 4: That was amazing just to be a part of that.
1:49
Speaker 4: It was definitely an honor to be here and an
1:51
Speaker 4: honor to be a part of that whole uh that
1:53
Speaker 4: whole night. A lot of wonderful people, good connections, and
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Speaker 4: he's he's amazing that. He really is funny, He's a
2:02
Speaker 4: crazing guy.
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Speaker 1: He's a legend too, you know he is. I mean,
2:06
Speaker 1: we we all know he's a legend. But when he
2:07
Speaker 1: started really breaking down some of the people he were
2:11
Speaker 1: like being in school with the beat boxing on the
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Speaker 1: table with Yea and creating music and him being there
2:18
Speaker 1: for that. I mean, that just shows you his longevity
2:20
Speaker 1: in this.
2:21
Speaker 2: In this, I mean there were moments where I just
2:22
Speaker 2: stayed when he was.
2:24
Speaker 1: Talking about that. That's something I've never heard that.
2:27
Speaker 2: So that's listen, you heard it on the pod first.
2:29
Speaker 1: Yeah, we're definitely, if we haven't yet, we're definitely grabbing
2:32
Speaker 1: that clip.
2:33
Speaker 2: You know what. Yeah, we should do a very important clip.
2:35
Speaker 2: That's a good one, really good.
2:37
Speaker 3: So let's get into what we're doing today. So how
2:45
Speaker 3: do you ends up in higher education? Let's say at
2:47
Speaker 3: the beginning, how do where does the journey begin?
2:49
Speaker 4: So if I were to take you back to me
2:55
Speaker 4: being really young, I mean, like said grade school, I
2:59
Speaker 4: always had this idea that I would probably end up
3:04
Speaker 4: being a professor at some point, but I didn't know
3:07
Speaker 4: how to do it. I had no idea, and my
3:08
Speaker 4: grades weren't really that great. I was like pretty much
3:12
Speaker 4: like a C student. And my father is a is
3:16
Speaker 4: a is a teacher. Actually you know I was right,
3:19
Speaker 4: he's retired, right, And my mother never went to college. Right.
3:24
Speaker 4: It's an interesting thing. So with going to school and
3:30
Speaker 4: you know, being a young young boy with a divorced family,
3:36
Speaker 4: you know, mother pretty much raising us alone. You know,
3:42
Speaker 4: working and you know, doing the best you can for us,
3:46
Speaker 4: you know, I was I was left to uh you know,
3:49
Speaker 4: spend a lot of time in school and dream. Right.
3:52
Speaker 4: So even though like my grades weren't the greatest, like
3:56
Speaker 4: I said, like I say, C student, I never really failed,
4:00
Speaker 4: but it was hard for me. So, but school represented
4:05
Speaker 4: to me an opportunity right to dream, right, And I
4:09
Speaker 4: really didn't know how to go about like this idea
4:11
Speaker 4: of like what saying being a professor. I mean I
4:13
Speaker 4: really I really respected you know, my teachers, right, and
4:17
Speaker 4: you know, of course, like my father was a teacher,
4:19
Speaker 4: so I looked up to him. But I had this
4:22
Speaker 4: idea about business. I thought it would be great to
4:25
Speaker 4: be in business as well, right, So I didn't know
4:28
Speaker 4: really what type of business I would get into. I
4:31
Speaker 4: like the idea of business, but the journey was pretty
4:34
Speaker 4: much getting business courses, getting into high school saying I'm
4:38
Speaker 4: gonna get a degree in business, and being inspired by
4:43
Speaker 4: some movies that were out there and advertising, I was like, wow,
4:49
Speaker 4: you know this this would be a great job. Look
4:51
Speaker 4: they they're coming up with slogans, they're coming up with
4:54
Speaker 4: product promotions and and it's fun, it's and you can
4:57
Speaker 4: make money. I was like, wow, this is this is great,
5:00
Speaker 4: you know, and it's creative, you know, but I really
5:03
Speaker 4: wasn't that creative, and I really wasn't that analytical. You know.
5:06
Speaker 4: I was kind of like middle of the road. And
5:08
Speaker 4: I said, you know, I would like to do this,
5:09
Speaker 4: and and you know, being a kid, you know, let's
5:13
Speaker 4: say teenage years and you know, I actually I went
5:16
Speaker 4: to camp and I worked on some uh some programs
5:20
Speaker 4: at camp, like uh to promote like a team. And
5:23
Speaker 4: I said, this is great. If I can actually make
5:25
Speaker 4: money doing this, this would be fantastic, you know, but like again,
5:28
Speaker 4: how to go about it? So I, uh, I did
5:32
Speaker 4: well in in at least I thought, like in high school,
5:35
Speaker 4: and you know, I had moved to a U a
5:39
Speaker 4: neighborhood that was considerably more wealthy than where I grew up,
5:44
Speaker 4: you know, and you know, I was all of a
5:47
Speaker 4: sudden in classrooms with students that you know, were you know,
5:51
Speaker 4: they had more let's say, a background that that that
5:56
Speaker 4: supported like the education. You know, Like I was coming
6:00
Speaker 4: from from an area where going to school was like
6:04
Speaker 4: basically you know, trying not to get beat up, right
6:07
Speaker 4: or things like that. You know, just trying to get through,
6:11
Speaker 4: you know, and you know, the teachers were just more
6:15
Speaker 4: of like management of the students, you know, and I
6:17
Speaker 4: was well behaved and stuff like that, you know, so
6:21
Speaker 4: you know, it kind of was like the flavor where
6:24
Speaker 4: you know, you know, we just got to get you
6:26
Speaker 4: through this, and then you know you're on your own,
6:28
Speaker 4: you know, and it was disheartening because you know where
6:30
Speaker 4: you were on your own, you you know, like after school,
6:33
Speaker 4: what would you do. You'd end up you know, maybe
6:36
Speaker 4: in a trade or something like that or you know,
6:38
Speaker 4: who knows, right, So there really wasn't much of a path.
6:41
Speaker 4: So when I went to this new school as a teenager, right,
6:45
Speaker 4: I ended up being told I wasn't college material by
6:50
Speaker 4: my guidance counselor. And that's that's the that's the short
6:55
Speaker 4: and skinny of it. You know. So I guess because
6:59
Speaker 4: of where I came from, right, I wasn't privileged, right,
7:02
Speaker 4: you know, against a single mom you know, raising us
7:06
Speaker 4: and you know, moving to a more affluent area and
7:10
Speaker 4: then you know looking at me like, oh, yeah, you're
7:12
Speaker 4: from there or whatever it was, and you know, and
7:15
Speaker 4: I did the best I can, but I just wasn't
7:17
Speaker 4: going to accept that you know, it was like they
7:18
Speaker 4: put a label on me and they're trying to tell
7:20
Speaker 4: me that basically you know, oh no, no, this is
7:22
Speaker 4: not for you. And I think at the time, you
7:27
Speaker 4: know that was that was a blessing actually, because that
7:33
Speaker 4: was almost like, you know, the attitude that I took
7:36
Speaker 4: was like, Okay, I can either accept as you know,
7:39
Speaker 4: guidance counselor you know much older person, you know, established
7:42
Speaker 4: type of person, and and say okay, well tell me
7:45
Speaker 4: what to do or you're wrong, right, And I had
7:49
Speaker 4: a decision to make, and I and and you know,
7:51
Speaker 4: my mother wanted the best for me, as any parent
7:54
Speaker 4: would want their children to to do really well. And
7:58
Speaker 4: now she didn't have the college background and uh, but
8:01
Speaker 4: she was in business. She she she worked in an
8:04
Speaker 4: industry and worked her way up at like for general
8:07
Speaker 4: office all the way to like, you know, vice president
8:10
Speaker 4: level a pharmaceutical corporation.
8:13
Speaker 2: You know that influence that motivated you to She.
8:16
Speaker 4: Pretty much said, basically, you know, you know, there's no boundaries.
8:21
Speaker 4: You know that that was the idea. You know, believe
8:24
Speaker 4: you know that you can do it. You know, see
8:26
Speaker 4: yourself there and you're going to be there, you know
8:28
Speaker 4: it sounds contrite, but like you know, as a young guy,
8:30
Speaker 4: you know, being told like I was in college materials
8:33
Speaker 4: all my my mother wanted from me, and I couldn't
8:35
Speaker 4: possibly not you know, say, you know, oh well, I'm
8:39
Speaker 4: going to do something else. I pushed myself. So I
8:42
Speaker 4: ended up going to school. I ended up going to
8:44
Speaker 4: a uh a community college. You know, we didn't have
8:48
Speaker 4: any money and no one wanted to take out a loan.
8:51
Speaker 4: It was. It was tough, right it was. It wasn't
8:53
Speaker 4: like what we had back then as it was available today, right,
8:58
Speaker 4: which is which is it's changes everything. So when I
9:01
Speaker 4: got there again, I was struggling like a c student,
9:06
Speaker 4: like my first second semester, and it was getting tough,
9:09
Speaker 4: and I was I was faced with the same issues.
9:13
Speaker 4: I was having teachers that were you know, professors, right,
9:16
Speaker 4: you call them professors that were really writing on me
9:20
Speaker 4: for things that you know, I maybe should have known
9:24
Speaker 4: how to do in high school or whatever. And then
9:28
Speaker 4: I felt like I wasn't going forward, Like literally, I
9:30
Speaker 4: was back there again, and I was thinking to myself,
9:32
Speaker 4: maybe this guy in counselor was right, and I really
9:35
Speaker 4: got depressed. And then something magical happened. To me. And
9:41
Speaker 4: I don't know how this came about, but I met
9:45
Speaker 4: a friend, this girl who became a really good friend,
9:49
Speaker 4: and she was like from the other side of the tracks, right,
9:52
Speaker 4: And she came to me and we're talking about school.
9:56
Speaker 4: She wanted to be a lawyer, you know, and her
9:58
Speaker 4: brother wanted to be a ardiac surgeon, you know. And
10:02
Speaker 4: it was like really, you know, mind blowing, like wow,
10:05
Speaker 4: how do you do that? Right? And you know, they
10:07
Speaker 4: studied and you know, there were good kids and stuff.
10:09
Speaker 4: I was a good kid too, but you know, I
10:11
Speaker 4: didn't have that background, you know, like you know, I
10:14
Speaker 4: didn't grow up where they really grew up. Was different.
10:17
Speaker 4: So I remember explaining to her like, you know, I
10:21
Speaker 4: got these dreams of being in business and I love
10:23
Speaker 4: this marketing idea, you know, and and you know, maybe
10:27
Speaker 4: going on to be a doctor. I like to be
10:29
Speaker 4: a professor. One day and then she she's she was
10:31
Speaker 4: asking me, you know, well, you know, how are your grades?
10:34
Speaker 4: And I was like really embarrassed about it. And then
10:37
Speaker 4: and then she read one of my papers and she
10:39
Speaker 4: just said, you know, you could do this, and I
10:42
Speaker 4: was like, what do you mean. She says, well, there's nothing,
10:44
Speaker 4: this is nothing. This is great, you know. And she
10:47
Speaker 4: was going to a much better college than I was,
10:50
Speaker 4: and said, she said, you could do anything. There isn't
10:53
Speaker 4: anything different between you and you know, my friends or
10:57
Speaker 4: the people at this school. You could do this. And
11:01
Speaker 4: I said, really, she goes, no, I believe in you,
11:04
Speaker 4: and that it was like she believed in me, and
11:10
Speaker 4: I had somebody believe in me, and it was a
11:12
Speaker 4: belief in this belief. I just said to myself, what
11:16
Speaker 4: if I pretend if I'm the super student, what if
11:22
Speaker 4: I pretend that my past is gone and that you know,
11:26
Speaker 4: I didn't you know, these grades and stuff that didn't
11:28
Speaker 4: do really well, you know, like you know, like it
11:30
Speaker 4: never existed. Yeah, and I woke up and I just
11:33
Speaker 4: was like, I am a doctor, I am an a student,
11:39
Speaker 4: and in one semester I believed it. I believed it,
11:43
Speaker 4: and Yeah, I graduated. I got straight a's. I transferred
11:48
Speaker 4: out to another college. I graduated with straight a's. I
11:51
Speaker 4: went on for my master's, I got straight a's. I
11:53
Speaker 4: went out from my doctorate and I got straight a's.
11:55
Speaker 4: That became my personality to that because it was like
12:02
Speaker 4: I wouldn't say fake it to you make it, but
12:04
Speaker 4: you know what. Yeah, I had to reinvent myself and
12:07
Speaker 4: I started to act like I was a perfect student
12:12
Speaker 4: and do all the right things. I knew how to
12:14
Speaker 4: do it, but I wasn't listening to that guidance counselor
12:18
Speaker 4: saying that you're not college material. And I learned trade stuff,
12:22
Speaker 4: which was great because now you had to because you know,
12:25
Speaker 4: like we had to. That's for survival.
12:27
Speaker 1: It's crazy because it really it really goes with it
12:29
Speaker 1: and everyone always says it. It's like it's manifesting, right,
12:32
Speaker 1: like manifesting, and you know, you see those videos of
12:34
Speaker 1: people like telling you to look in the mirror every morning.
12:36
Speaker 1: You see those videos that tell people like you should
12:38
Speaker 1: wake up and tell you know, look at yourself and
12:41
Speaker 1: say I am great, you are this, you are that,
12:43
Speaker 1: And the more you do that, the more you become
12:46
Speaker 1: that and you're a perfect example.
12:48
Speaker 4: That's that's what happened. And I didn't know what you
12:50
Speaker 4: called it back then, but I believe that. And you know,
12:53
Speaker 4: let me tell you something. It wasn't easy. There was
12:56
Speaker 4: times when I backslid, right, Like, there was times when
12:58
Speaker 4: I didn't do well right. There was times when I
13:01
Speaker 4: thought that I was just fooling myself. You know, I've
13:04
Speaker 4: had relatives tell me, you know that you can't do that,
13:07
Speaker 4: or you shouldn't do this, or you should this, and
13:09
Speaker 4: it was kind of like, you know, there was times
13:12
Speaker 4: when you would want to give in, you know, and
13:14
Speaker 4: I've had professors that were doing Now I look back
13:21
Speaker 4: and I thank them. They were rough, you know. They
13:24
Speaker 4: would come to me and say, you know, like you
13:26
Speaker 4: can't write. You know, this isn't right, this isn't good,
13:29
Speaker 4: you know, like this is all dead. Would get rid
13:31
Speaker 4: of these why you're right, and I would cry, you know, like,
13:33
Speaker 4: oh my god, you know that's it. You know, I'm
13:36
Speaker 4: gonna go work at the assembly line, you know, like
13:39
Speaker 4: my relatives did, you know, Like I was like, Okay,
13:41
Speaker 4: that's it, forget this college stuff. I don't know, you know,
13:44
Speaker 4: and then you know, something brought me back. I was like,
13:46
Speaker 4: you know, you know, years later, I understand that that
13:49
Speaker 4: was his way of trying to help me. It was
13:53
Speaker 4: too rough, But now I look at it, I was
13:55
Speaker 4: like he was being honest. Maybe his approach was antiquated,
13:59
Speaker 4: but you know that's the way, you know that I
14:02
Speaker 4: try to look at the journey of life and getting
14:06
Speaker 4: to where I've been. So all this stuff has to
14:08
Speaker 4: do with with believing at the end of the day.
14:11
Speaker 2: Yeah, powerful, where it was. Appreciate your testimonial.
14:15
Speaker 4: Yeah, I mean that's how That's how it really happened,
14:17
Speaker 4: you know, And nothing was easy, you know, but it.
14:20
Speaker 2: Takes val to share that. Thank you for sharing.
14:23
Speaker 1: Yeah.
14:23
Speaker 2: Yeah, powerful story.
14:25
Speaker 1: That's going to touch so many people watching this because
14:27
Speaker 1: no matter what field you're in or career you're pursuing,
14:31
Speaker 1: you have to believe that here that's meant for you
14:34
Speaker 1: and that you can handle that in order for you
14:36
Speaker 1: to move forward and be able to purpose for you.
14:39
Speaker 3: We all have a purpose and I've spoken about that
14:41
Speaker 3: here on the pod, and you know that's awesome.
14:44
Speaker 2: Business school is not easy.
14:46
Speaker 4: It's not easy.
14:47
Speaker 2: They're very rigorous programs. They're not easy at all.
14:51
Speaker 3: There were moments, you know, during my journey where I
14:55
Speaker 3: wanted to quit, and because I had professors that cared,
14:59
Speaker 3: they invested that. So we've spoken about it here in
15:01
Speaker 3: the pod, but they invested going that extra mile and
15:05
Speaker 3: ensuring that everything is good and you have the tools
15:08
Speaker 3: that you need to cross even though the rigger's still there.
15:12
Speaker 3: They cared, you know, and and that brings us to
15:15
Speaker 3: you went through that, you triumphed, you met your purpose,
15:18
Speaker 3: You accomplished so many things academically, with so many opportunities
15:24
Speaker 3: between corporate and academics.
15:27
Speaker 2: Why Berkeley College.
15:31
Speaker 4: You know, Berkeley College to me, like in a personal note,
15:37
Speaker 4: I mean, it felt like going going home, like literally
15:42
Speaker 4: going home. There is something about the college that and
15:46
Speaker 4: if you visit the college, right, it's there's something about
15:50
Speaker 4: it that I just can't I can't explain it. But
15:55
Speaker 4: and if you can, if you could kind of understand
15:58
Speaker 4: this what it's like to wander into let's say a library, right.
16:04
Speaker 4: You know when you're in grade school and you go
16:05
Speaker 4: to this library, I got all these books there, right,
16:07
Speaker 4: and you know you can pick out a book and
16:10
Speaker 4: you know you're thinking of these things or you're dreaming
16:13
Speaker 4: of things, and you know you're feeling this thing and
16:15
Speaker 4: it smells this particular way, and you know your your
16:18
Speaker 4: hands are on the book or your hands are on
16:20
Speaker 4: you know, the chair, and you know you can look around.
16:23
Speaker 4: You can say, you know, how many people were in
16:25
Speaker 4: this place, you know, and how wonderful you know? This
16:28
Speaker 4: is where it all begins for so many people. Right
16:32
Speaker 4: when when you go to the campus. They call it
16:37
Speaker 4: a flavor. You know, that's the flavor you get when
16:40
Speaker 4: you walk in. I mean, honestly, if you go in
16:43
Speaker 4: and you know you're not the first one, you're not
16:45
Speaker 4: the last. There's a lot of people before you, there's
16:47
Speaker 4: a lot of people after you. But it's it's the
16:50
Speaker 4: feeling you feel when you know that you're in a place.
16:54
Speaker 4: It's the beginning of something beautiful. It's safe, it's a
16:58
Speaker 4: place where you're protected and you can grow. And that's
17:06
Speaker 4: it's like a library, you know, quiet in a library.
17:10
Speaker 4: This is a place where we're going to help you.
17:12
Speaker 4: And when I went to Berkeley, I was like, yeah,
17:14
Speaker 4: this is this is lovely and I want to meet
17:18
Speaker 4: my colleagues, right, I want to see who's there, and
17:21
Speaker 4: I want to see the students. And I saw the
17:22
Speaker 4: students and I was like, oh my god, I can
17:24
Speaker 4: relate to everyone here. I can relate to you. You're me.
17:28
Speaker 4: That's how I felt like. There's students that that you know,
17:34
Speaker 4: are are like me. There's students that are not like me.
17:36
Speaker 4: But the ones that were like me, I was like,
17:38
Speaker 4: you know what, you're coming here. This is fantastic. You know,
17:40
Speaker 4: this is great. Let me help you, let me show you,
17:42
Speaker 4: like like what to do. It's kind of like my
17:46
Speaker 4: my my philosophical discourse, right, I mean I come from
17:50
Speaker 4: an entrepreneurial background, you know, even as I was working
17:54
Speaker 4: in industry, you know, starting businesses with my by myself
17:58
Speaker 4: or with my brother and taking these these bold opportunities
18:04
Speaker 4: that were presented, you know, with very little to no money, right,
18:10
Speaker 4: like to start a business out of nothing, and you know,
18:13
Speaker 4: like this this spirit that you can pretty much do
18:16
Speaker 4: anything literally by just sitting like like reading whatever your
18:20
Speaker 4: your your your your your book is is presenting, right,
18:23
Speaker 4: if it's a business like take that and say, you
18:25
Speaker 4: know this is true, this is a start. There's truth
18:28
Speaker 4: in this truth the truth in business modeling, right, there's
18:31
Speaker 4: truth and accountancy, there's truth. You know it will work
18:35
Speaker 4: and you put your faith in that. And that's the
18:36
Speaker 4: huge thing. It's about faith, like believing like the whole thing,
18:39
Speaker 4: Believing you're going to be this person, Believing you can
18:42
Speaker 4: do these things, Believing what they're telling you as if
18:45
Speaker 4: it's like a holy thing. Like literally, you know, you
18:49
Speaker 4: could almost forget about the professor. But the material that's
18:52
Speaker 4: being presented like at Berkeley is no different than any
18:55
Speaker 4: other college. It's the same textbook, sometimes it's the same professors, right,
18:59
Speaker 4: But that education that's the beginning of everything. And if
19:04
Speaker 4: you take it seriously, you use that to your advantage
19:10
Speaker 4: to get what you need. So I love marketing because
19:14
Speaker 4: marketing is everything, and everything is marketing. That's what I
19:16
Speaker 4: always say, right, And it's true. You're marketing yourself. You're
19:20
Speaker 4: marketing your product, your service, whatever it might be. And
19:24
Speaker 4: it's fundamental, right, And business is fundamental, and media communications
19:29
Speaker 4: is the tools. I always look at it as the toolbox, right,
19:34
Speaker 4: like the working mechanics. That's that's helping marketing, right, And
19:40
Speaker 4: that's how I look at the programs that we have,
19:42
Speaker 4: you know, media communications and also for marketing. It's like
19:46
Speaker 4: you know, you're you're working together, right, more production and
19:49
Speaker 4: you have theory and analysis and leadership and that vide.
19:52
Speaker 4: You have it in both, right, But it's also different avenues.
19:55
Speaker 4: You know, public relations on one end, and you know
19:59
Speaker 4: you have, like to say, product management in the other end,
20:01
Speaker 4: or maybe you know where they're convening, you know, right crossing.
20:05
Speaker 2: I feel like I'm back in the classroom.
20:07
Speaker 4: Yeah, and okay, we're back in Yes.
20:10
Speaker 2: We're back in our lecture and we love it. We're
20:13
Speaker 2: back in the zoom hours.
20:14
Speaker 4: Yep. So I mean, in a nutshell, that's that's really
20:18
Speaker 4: what it is. I mean, Berkeley is is a is
20:21
Speaker 4: a place to grow and that's never going to change.
20:25
Speaker 4: And and and that's the that's the truth. That's what
20:27
Speaker 4: I believe.
20:30
Speaker 2: What Well, he just answered this one basically, so that one.
20:36
Speaker 1: Okay, Well, from your perspective, how has the marketing and
20:40
Speaker 1: media landscape evolved and what should students understand about today's
20:44
Speaker 1: digital first environment.
20:46
Speaker 4: Well, I'll tell you what. From when I was in college,
20:50
Speaker 4: you know, and I would say back in the day, right, going,
20:52
Speaker 4: going way back, fundamentally hasn't changed. It's the same thing,
20:58
Speaker 4: it really is. It's the same thing. But the tools tools, yeah, yeah, right,
21:03
Speaker 4: and the spirit's still there. The things that we you
21:05
Speaker 4: were trying to do is the same stuff you're trying
21:08
Speaker 4: to do like thirty years ago, twenty five years ago.
21:10
Speaker 4: It's just like how you do it? Right, So we
21:15
Speaker 4: used to talk one point oh two point oh, that
21:17
Speaker 4: kind of thing. We used to say like one point
21:19
Speaker 4: oh is like you know it say print media, and
21:20
Speaker 4: then two point oh is going to be the digital thing.
21:22
Speaker 4: And now you know the other day, I was down
21:24
Speaker 4: at Penn station and I was looking, uh, you know
21:27
Speaker 4: for the schedules, and they don't print schedules anymore. Right,
21:31
Speaker 4: so I was like, wow, so what if I didn't
21:33
Speaker 4: have a phone.
21:33
Speaker 1: I was like, well, who because like scanting, like scam
21:37
Speaker 1: so so you.
21:38
Speaker 4: Know, I was like, gee, you know because I remember
21:39
Speaker 4: throwing it out. I had it in my in my
21:42
Speaker 4: actually I had a briefcase, not a backpack. So that
21:44
Speaker 4: that's that's the thing.
21:45
Speaker 2: So what does happen if you can't scan? Yeah, I
21:48
Speaker 2: phone died.
21:49
Speaker 1: The probably have like a center that you can walk
21:51
Speaker 1: up to somebody, right, they don't have like you.
21:54
Speaker 4: Know, there's people, there's people. You know, there's people there.
21:57
Speaker 4: I'm sure you can ask, you know, Like I like,
22:00
Speaker 4: my train was delayed for an hour and thirty minutes.
22:02
Speaker 4: I was trying to figure out something to do, right,
22:04
Speaker 4: So it's like, oh, let me, let me, let me
22:06
Speaker 4: look at some of the literature. There's no literature anymore.
22:09
Speaker 4: So it's like, okay, so that's one point. Oh right,
22:12
Speaker 4: it's true. So so if you wanted to get trained schedules,
22:15
Speaker 4: you'd have to get this digital. So you'd have to
22:17
Speaker 4: learn how to do this digital thing. And so basically,
22:20
Speaker 4: you know, that's what you would learn when you're you're
22:23
Speaker 4: coming to class, like how do you do this stuff?
22:25
Speaker 4: You know? How do I get my stuff on the net?
22:28
Speaker 4: I mean, you know, or how to get myself like
22:30
Speaker 4: on social media? You know, how to analyze that? Right?
22:33
Speaker 4: What are the metrics behind that? That's that's driving you
22:37
Speaker 4: know people looking at it as an example, right, and
22:40
Speaker 4: then you learn that and all the math behind that too.
22:43
Speaker 2: Algorithm, the change algorithm, change form.
22:46
Speaker 4: And the thing is is that and it's so super
22:48
Speaker 4: competitive and now you have AI which again as a tool, right,
22:53
Speaker 4: makes things even even better, you know, and it's embedded
22:58
Speaker 4: in a lot of this analysis. So it's such your fingertips, right,
23:03
Speaker 4: and that's incorporated now in approgram. You never had that before,
23:07
Speaker 4: you know, you didn't, right, So you know that's the
23:11
Speaker 4: greatest thing if you're looking at that, you know there
23:14
Speaker 4: you know, people are getting things to market much quicker.
23:17
Speaker 4: You know, globalization of products is you can snap your
23:21
Speaker 4: fingers and be and be in the game, right, And
23:25
Speaker 4: it's because of technology. So so as as the technologies
23:29
Speaker 4: is advancing, there's more tools and things that are at
23:32
Speaker 4: your fingertips, and therefore, you know, you should never stop
23:35
Speaker 4: learning because there's things that are coming out and I
23:38
Speaker 4: learned new things all the time, right, Like there's there's
23:41
Speaker 4: new technology I hear that I could be using, and
23:45
Speaker 4: I investigate it and stick it in, you know, because
23:48
Speaker 4: this is relevant. This is stuff that's happening, and that's
23:51
Speaker 4: that's the that's the difference. But you know, that's really
23:53
Speaker 4: the progression. You know, it's it's it's technology, But the
23:57
Speaker 4: way of doing business at the end, fundamental core has
24:02
Speaker 4: a really changed. This is different maybe different methods depending
24:06
Speaker 4: on right B two B or B two say business,
24:08
Speaker 4: business of business, consumer, how people are buying things, how
24:12
Speaker 4: they're learning about things. Who's influencing psychology, the psychology.
24:16
Speaker 2: Favor analysis, all that, And that's the thing.
24:19
Speaker 4: That's what I was mostly interested, you know, at the
24:21
Speaker 4: doctoral level is bridging and cap between psychology and marketing,
24:25
Speaker 4: trying to get in the heads of people what's making
24:28
Speaker 4: you do these particular things, right, you know, and then
24:31
Speaker 4: looking at that, you know at that particular level, which
24:34
Speaker 4: is is.
24:35
Speaker 2: Interesting statistics, that's what it is.
24:38
Speaker 4: Right, right, Like what's driving this? Like why why would
24:41
Speaker 4: you do that right.
24:42
Speaker 2: Oh, don't take us back to statistics.
24:45
Speaker 3: Let's get would you say that to stay current in
24:49
Speaker 3: both programs, it's really staying liquid adaptation.
24:53
Speaker 4: Yeah, I mean that's the thing. So one of the
24:56
Speaker 4: things that is is a like my advice is you
25:00
Speaker 4: have to be flexible. Like the degree by which one
25:03
Speaker 4: is flexible is in agile, is is to the degree
25:08
Speaker 4: by which one will be able to get success quicker. Right, Like,
25:14
Speaker 4: there shouldn't be any like serious heart stops on looking,
25:20
Speaker 4: you know, at a particular problem, right Like, just because
25:23
Speaker 4: it was done this way before, it doesn't necessarily mean
25:26
Speaker 4: like it's gonna work again. They'd always say that, like
25:28
Speaker 4: an investing you know past performance, doesn't you know future performance?
25:33
Speaker 4: To a degree, that's true. You want to look at
25:38
Speaker 4: you you want to look at the strength of those
25:40
Speaker 4: particular dimensions that's driving you know, your your your analysis
25:44
Speaker 4: and and and the outcomes. So don't be rigid. That's
25:48
Speaker 4: the end of it, you know, don't the people that
25:50
Speaker 4: are rigid or stuck. Life isn't stuck that this can't
25:54
Speaker 4: do the same thing over and over. Everyone loves routines, right,
25:58
Speaker 4: but when it comes to you know, problemsolving, you got
26:03
Speaker 4: to look at it like like like it's it is
26:05
Speaker 4: a new thing. You know, it's there's no same old,
26:08
Speaker 4: same old in business because it's it's it's so dynamic,
26:10
Speaker 4: it's it's evolved. It's so yeah, And I love that.
26:13
Speaker 4: When I think of marketing, I think of like the
26:15
Speaker 4: battleground of marketing, right, And I think it's like the
26:17
Speaker 4: like if you took a look at consumer marketing, if
26:20
Speaker 4: it took a look like and says a supermarket as
26:22
Speaker 4: an example, it's a battleground, you know, trying to get
26:25
Speaker 4: your attention all these sales, all these prices. You know,
26:28
Speaker 4: what's going on. Where's it? Where's it? Where's it on
26:30
Speaker 4: the shelf? How do you get there on that particular shelf? Right?
26:34
Speaker 4: And the promotion because you have like a nano.
26:36
Speaker 2: Piece of marketing.
26:37
Speaker 4: Yeah, break it down, that's the thing. Four piece that's right.
26:40
Speaker 4: So so you know when you when you put you
26:43
Speaker 4: know the product and the placement you know, in the
26:45
Speaker 4: right place at the right time. Based on behavioral psychology,
26:48
Speaker 4: it's gonna maybe influence you, you would hope, right, and
26:52
Speaker 4: you can do an analysis you know qualitatively and quantitatively
26:56
Speaker 4: that would what would compel you to actually say Oh
26:59
Speaker 4: my god, this color looks great. I love this, this
27:01
Speaker 4: is I want this right and because it's meeting your
27:04
Speaker 4: needs from a psych psychological standpoint, right, you're getting into
27:08
Speaker 4: the heads of of of the consumer. And that's the
27:11
Speaker 4: stuff that we teach. I love that stuff, but but
27:13
Speaker 4: that's what that is. Just like we had that idea
27:17
Speaker 4: years ago. Now we're really in the weeds with it,
27:20
Speaker 4: and and it's wonderful with AI, We're going to get
27:23
Speaker 4: even deeper with that. So it's wonderful to be alive
27:27
Speaker 4: to see that progression, right, Like, like how how we're
27:31
Speaker 4: advancing marketing and media communications as well? It's it's, it's, it's,
27:36
Speaker 4: it's it's different. There's different venues now that that's all online,
27:40
Speaker 4: and some things are going away in one of them
27:42
Speaker 4: right now exactly, and some things are forever.
27:46
Speaker 1: So you bring in both marketing and media communication programs
27:49
Speaker 1: up and for students who are studying that, what skills
27:51
Speaker 1: should they be focusing on right now to stay competitive
27:55
Speaker 1: in the industry?
27:55
Speaker 4: This out there now, I have a bias towards this, right,
28:01
Speaker 4: Like to me, I would always say analytics everything. I
28:08
Speaker 4: would say analytics, you know, everything, Like, so I'll be
28:12
Speaker 4: honest with you. When I was a kid, mass scared
28:14
Speaker 4: the hell anime, it really did. I mean I didn't
28:16
Speaker 4: have I mean, I know I can do it, but
28:18
Speaker 4: I didn't have a framework by which I can put
28:21
Speaker 4: this stuff together. Is what it was. But later on
28:24
Speaker 4: when you took the chance, Like even in my career,
28:26
Speaker 4: I mean I ended up doing being like a statistician
28:29
Speaker 4: in an aerospace company after I had a medical supply company.
28:35
Speaker 4: That's a whole different story. I did this when I
28:37
Speaker 4: was young, and you know it. And the thing is
28:43
Speaker 4: is like, okay, so you're going to look at You're
28:45
Speaker 4: going to look at measuring uh. And this was actually
28:51
Speaker 4: commercial and military aircraft, like when when when is this
28:54
Speaker 4: parking to fly off or fail on an on a
28:58
Speaker 4: helicopter or commercial air plane? Right, I worked for a
29:01
Speaker 4: large aero airspace company. The math behind that is formulatic.
29:07
Speaker 4: How to do that pays a lot of money. Right,
29:10
Speaker 4: If you could figure out how to do that, people
29:13
Speaker 4: are coming to you and they're like, so help me,
29:15
Speaker 4: you know, and I would take that data and say,
29:18
Speaker 4: you know what, go to that airline because they have
29:22
Speaker 4: a fleet of these aircraft with our part that's going
29:26
Speaker 4: to fail. So as a salesperson, get in there. Well,
29:29
Speaker 4: I'll look at how many hours is left. Here's a
29:32
Speaker 4: proposal for new ones and spares, right, and then you
29:37
Speaker 4: can lock into whatever two three million dollars whatever sales
29:42
Speaker 4: proposal with an airline and it comes from analytics. So
29:47
Speaker 4: analytics to me, and that's just one part of the equation. Right.
29:51
Speaker 4: If you're looking at let's say social media and putting
29:55
Speaker 4: something of ab testing as an example, you need to
29:58
Speaker 4: know about the analytics on that as well. Everything at
30:01
Speaker 4: the end of the day has to do with math.
30:03
Speaker 4: So but you got creative and you have that, So
30:08
Speaker 4: I would say lead with the math, learn that, and
30:12
Speaker 4: then do creative because it's all you know, like it's
30:16
Speaker 4: it's two different wheelhouses, but they work to get candem right.
30:20
Speaker 2: That's interesting, So.
30:24
Speaker 3: Learn the tools right, pack your tool belt, and then
30:28
Speaker 3: put theory into practice.
30:29
Speaker 4: Absolutely.
30:30
Speaker 3: So Berkeley College emphasizes career ready and experiential learning. Share
30:36
Speaker 3: how students are getting real world experience before they even
30:41
Speaker 3: graduate of the institution.
30:43
Speaker 4: So my personal mission is in both programs and in
30:52
Speaker 4: many courses, it's to actually to bring live clients into
30:58
Speaker 4: that classroom. How cool is that you think of it? Like,
31:01
Speaker 4: you know, I don't know, like maybe I'm nineteen years
31:03
Speaker 4: old or whatever it is, or maybe I'm a little
31:05
Speaker 4: bit older. We have some adult learner. It's like, you
31:07
Speaker 4: know what, I want to get into this type of
31:11
Speaker 4: you know, marketing thing, right, Like, how am I going
31:13
Speaker 4: to do? You know what, I'm going to work with
31:14
Speaker 4: a real client here in school to put that on
31:17
Speaker 4: my resume? How awesome is that I got some experience
31:21
Speaker 4: and you've heard of them. So my idea is connecting
31:25
Speaker 4: companies that are looking for help right, upcoming people who
31:32
Speaker 4: are going to get out there in a number of months,
31:36
Speaker 4: sometimes the next month graduating, and connect them with real
31:41
Speaker 4: life projects so they can get hands on experience. Put
31:45
Speaker 4: that on the resume. It's a win win for everybody.
31:48
Speaker 4: And you can't beat that. They have simulations that are
31:53
Speaker 4: publisher backed, which is great. I incorporate that as well.
31:57
Speaker 4: Like games, right, I mean DI was actually an aber
32:01
Speaker 4: gaming is it's actually a new type of media. Right.
32:04
Speaker 4: So these games that you uh, you would get for
32:08
Speaker 4: free from companies. I measured from a quantitative standpoint, what
32:13
Speaker 4: what that does as far as compelling one to buy
32:16
Speaker 4: whatever product under the guys right of entertainment and there's
32:20
Speaker 4: a lot of money and that it's interesting. So when
32:24
Speaker 4: when you're looking at at trying to get your students,
32:28
Speaker 4: you know, to to have that experience, there's nothing better
32:32
Speaker 4: than a real person. The games are great, right they
32:35
Speaker 4: come c internships and stuff like that. That's great. But
32:39
Speaker 4: how awesome is to say, you know what, I know
32:40
Speaker 4: this company I there, there were right in the in
32:43
Speaker 4: the metro area here right now, New York, New Jersey.
32:46
Speaker 4: You can't get this is where it's at. Right, Let's
32:49
Speaker 4: get some of these companies in. Let's get them some
32:52
Speaker 4: real experience before they get out. And that that's something
32:56
Speaker 4: that I want to do for for all the students.
32:59
Speaker 4: That's that's like near and dear to me. That's the
33:01
Speaker 4: greatest thing, you know for me.
33:02
Speaker 3: We've had students coming to intern for the pod. We're
33:05
Speaker 3: getting our new round of interns next week, so it's
33:08
Speaker 3: going to be a lot of fun. They're really mesmerized,
33:11
Speaker 3: like they learn so much and they get mentorship and
33:13
Speaker 3: they get to learn, you know, from ideation to deployment,
33:16
Speaker 3: which is really fun.
33:18
Speaker 1: You know, it's going to be great if we're blessed
33:19
Speaker 1: enough to keep the pod going long enough to get
33:22
Speaker 1: some of those people back in that started who have
33:25
Speaker 1: gotten into the fields that they talked about wanting to
33:27
Speaker 1: get into that they're to get their story intull circle.
33:31
Speaker 1: That'd be awesome and talking about you know, it's perfect
33:33
Speaker 1: question because obviously you've let us know from your beginnings
33:36
Speaker 1: to now, what advice would you give your younger self.
33:41
Speaker 4: It's you know, it's it's it would be it would
33:43
Speaker 4: be tough advice, yeah, you know, but if if I
33:47
Speaker 4: were to give the advice, I would say, people were
33:52
Speaker 4: giving you advice in general, use the advice that's going
33:56
Speaker 4: to be fitting them. It's good for them in their perspective.
34:00
Speaker 4: Got to understand that first, because they're putting themselves in
34:04
Speaker 4: your shoes. You're not in their shoes. So they're going
34:07
Speaker 4: to give you advice from their opinion based on their history.
34:11
Speaker 4: So I go talk to somebody who's twenty or thirty
34:13
Speaker 4: years older than me, the world is different. I don't
34:17
Speaker 4: know if I can apply it exactly that way. There's
34:21
Speaker 4: parts of that that I can take out. So those
34:23
Speaker 4: parts is what you need to know, But you don't
34:26
Speaker 4: really know that when you're young. Yeah, right, and that's
34:29
Speaker 4: the problem. So you know, there's no right answers. But
34:36
Speaker 4: if you adopt what's being told to you, it's quick.
34:42
Speaker 4: It's easy to say, you know this is this and
34:44
Speaker 4: that's that because somebody told me, and you don't have
34:47
Speaker 4: to think it's so simple. But if you get actually yet,
34:50
Speaker 4: you gotta be you have to be an adult. You
34:53
Speaker 4: can't be a child, right, and you can't be a
34:58
Speaker 4: parent either. And if you're unders stand transactional analysis from Freud,
35:02
Speaker 4: it's a psychology I'm throwing out here. The adult self
35:06
Speaker 4: is the self by which you're looking at things objects.
35:09
Speaker 4: So hard for kids to do that, yeah, because they're
35:13
Speaker 4: you know, it's emotional, right, you know, you're like, what
35:15
Speaker 4: do you mean I can't go to college. I'm going
35:18
Speaker 4: to show you, but you know I wouldn't think that
35:20
Speaker 4: at seventeen years old, Like, well, it's easier for him
35:23
Speaker 4: to say that because maybe if I go to college
35:26
Speaker 4: and fail, he's like, you advise him wrong. He didn't
35:29
Speaker 4: know that I had it in me because he's looking
35:31
Speaker 4: at many so I understand that as an adult, So
35:34
Speaker 4: as a young person would take some of that. For
35:38
Speaker 4: him to say that to me says, you know what,
35:40
Speaker 4: I got to bone up by my skills a little bit.
35:42
Speaker 4: It's a tough pill.
35:44
Speaker 1: Yeah.
35:44
Speaker 4: That was his way of saying that, I don't know
35:46
Speaker 4: if I definitely, but things were, you know, back then,
35:51
Speaker 4: people people a little bit different.
35:52
Speaker 3: I'll save my story for another day, but not all
35:56
Speaker 3: guidance counselor's guidance counselor.
35:58
Speaker 4: Yeah. Yeah, And it's.
36:00
Speaker 3: Astonishing the information that's given to you. And I'll share
36:06
Speaker 3: it another time, the whole other episode. But in true
36:12
Speaker 3: teach me something fashion, we've spoken about passing the knowledge
36:15
Speaker 3: on and that's part of legacy. So, doctor Kipness, if
36:19
Speaker 3: you could articulate what you would want your legacy to
36:23
Speaker 3: be in one word, what would that word be?
36:26
Speaker 4: Compassion? So quick god, Yeah, No, it's compassion. And it's it.
36:34
Speaker 4: That's a whole philosophy. And and and I'll tell you this,
36:38
Speaker 4: I didn't get to where I am right now because
36:41
Speaker 4: I was so perfect or something like that, or I
36:43
Speaker 4: was so smart or whatever it was. It was because
36:46
Speaker 4: along the way there was somebody that gave me a chance.
36:51
Speaker 4: Somebody along the way, many times along the way, just
36:58
Speaker 4: was was grac enough to be compassionate enough to give
37:03
Speaker 4: me a second chance. And I'm not perfect so I
37:10
Speaker 4: cannot go to somebody and just say no, there's limits,
37:15
Speaker 4: there's boundaries. Yeah, But like say, if I have a
37:17
Speaker 4: student that's struggling and I know that they can do
37:22
Speaker 4: it and they need a second chance, or maybe they're
37:26
Speaker 4: acting a certain way because you know, we have a
37:28
Speaker 4: lot of students that are managing families. They're they're trying
37:33
Speaker 4: to get back into the into the workforce, right, They're trying,
37:36
Speaker 4: and it's hard for them to get stuff done. I
37:39
Speaker 4: get that. I mean I've been there. I mean I
37:41
Speaker 4: went to school while I was working full time and
37:45
Speaker 4: raising a family. I took the money that I made
37:48
Speaker 4: from my job and I put it into education and
37:51
Speaker 4: I got out with like little to no loan. And
37:55
Speaker 4: that's tough, right, And there was dedication and believing in
37:59
Speaker 4: yourself that you're you're gonna do it no matter what.
38:02
Speaker 4: And so when I see somebody who is putting, you know,
38:08
Speaker 4: all this stuff into it and say, you know, like
38:11
Speaker 4: they're not doing well, am I going to stop them?
38:16
Speaker 4: There's more behind that. There's a reason why these students
38:18
Speaker 4: are coming to the school, like they're trying to have
38:21
Speaker 4: a better life. Right. I want I wanted to be
38:24
Speaker 4: something I had to be something right, so you got
38:27
Speaker 4: to they have to have a second. You have to
38:29
Speaker 4: be compassionate, like maybe their day is not doing well,
38:31
Speaker 4: you know, like maybe there's you don't know what's going
38:33
Speaker 4: on with them. So so so always be compassionate, like
38:38
Speaker 4: as a philosophy, because you're not so great at the
38:41
Speaker 4: end of the day, and there's a humbling experience. Like
38:43
Speaker 4: when you get a master's degree, you think you're a
38:45
Speaker 4: little bit better than someone with the bachelor's and then
38:48
Speaker 4: you know you're like walking around like, oh, look at me.
38:51
Speaker 4: And then when you get a doctorate's like whoa. They
38:53
Speaker 4: break it down just like they would in the military.
38:55
Speaker 4: You know, they reform you right and bo camp and stuff.
38:57
Speaker 4: They kick your butt and then it's like you know,
38:59
Speaker 4: they humble you and and and that that humbling philosophy
39:05
Speaker 4: like like it's like you're you're not bigger than anybody.
39:09
Speaker 4: Give them a chance. You might need it yourself definitely,
39:12
Speaker 4: and to think about that. So that's the whole thing
39:14
Speaker 4: is about compassion. You have to do that.
39:17
Speaker 2: Yeah, so be compassionate, believe in yourself. Pro Yeah, Penny,
39:23
Speaker 2: we we got this.
39:24
Speaker 1: Give three so many chances over here.
39:26
Speaker 3: You know the big brother energy is always this is
39:30
Speaker 3: always vibing.
39:31
Speaker 2: No, I love this episode.
39:32
Speaker 1: I think we're gonna have to have you back for
39:34
Speaker 1: another one.
39:36
Speaker 4: Yeah, I mean I really had a wonderful time.
39:39
Speaker 1: Thank you, thank you, thank you.
39:44
Speaker 2: All right, guys, this was This is.
39:45
Speaker 1: An amazing, amazing episode. We're definitely gonna talk about doing
39:48
Speaker 1: the second one in the meantime. Thank you guys. Of course,
39:51
Speaker 1: this has been another amazing episode of Teach Me Something,
39:54
Speaker 1: presented by Berkeley.
39:55
Speaker 2: College and iHeart Podcast.
39:58
Speaker 1: That's right, I am DJ pro.
39:59
Speaker 2: Stout Penny Dellas and we will see you guys next time.
40:02
Speaker 3: Yes, follow us on socialspod dot teach Me Something, I Go.
40:08
Speaker 2: Bye. Hey, thanks for listening. Tune in next
40:11
Speaker 1: Week for all new episode of Teach Me Something, brought
40:14
Speaker 1: to you by Berkeley College.