Latest / #WisdomOfWomen Show / Sell Your Intellectual Property – Not Your Time – With Eisha Armstrong

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Sell Your Intellectual Property – Not Your Time – With Eisha Armstrong · #WisdomOfWomen Show

0:00
Welcome
0:01
to
0:01
the
0:01
Wisdom
0:01
of
0:02
Women
0:02
Show.
0:03
Business
0:04
is
0:04
the
0:04
most
0:05
powerful
0:05
innovative
0:06
force
0:06
in
0:07
the
0:07
world.
0:07
And
0:07
with
0:07
visionary
0:08
women
0:09
leaders
0:09
at
0:09
the
0:09
helm,
0:10
we
0:10
can
0:10
lead
0:11
in
0:11
both
0:12
impact
0:12
and
0:13
profit.
0:14
Today's
0:14
world
0:15
needs
0:16
the
0:16
wisdom
0:17
of
0:17
women
0:18
in
0:18
business.
0:20
This
0:20
is
0:20
why
0:21
we
0:21
are
0:21
here
0:22
to
0:22
help
0:23
women
0:23
grow.
0:25
Are
0:26
you
0:26
already
0:27
a
0:28
successful
0:29
visionary
0:29
woman
0:30
founder
0:30
leading
0:31
a
0:31
high,
0:31
high
0:32
impact
0:33
company?
0:34
The
0:34
Wisdom
0:35
of
0:35
Women
0:35
show
0:36
is
0:36
designed
0:37
just
0:38
for
0:38
you.
0:39
We
0:39
are
0:39
a
0:40
community
0:41
of
0:41
women
0:41
founders,
0:42
investors
0:43
and
0:44
leaders
0:44
who
0:45
want
0:45
to
0:45
see
0:46
you
0:47
rise.
0:49
Join
0:49
us
0:49
as
0:50
we
0:50
unlock
0:50
opportunities
0:52
and
0:52
prosperity
0:53
for
0:54
women
0:54
led
0:55
enterprises.
0:56
The
0:56
future
0:57
of
0:57
business
0:58
is
0:59
women.
1:00
Are
1:00
you
1:00
ready?
1:06
Welcome
1:07
to
1:07
the
1:07
Wisdom
1:07
of
1:08
Women
1:08
Show.
1:08
We
1:09
are
1:09
dedicated
1:09
to
1:10
amplifying
1:10
the
1:11
voice
1:11
and
1:12
wisdom
1:12
of
1:13
women
1:13
in
1:14
business.
1:15
A
1:15
new
1:15
model
1:16
of
1:16
leadership
1:16
is
1:17
emerging
1:17
and
1:18
we
1:18
are
1:18
here
1:19
to
1:19
amplify
1:19
the
1:19
voices
1:20
of
1:20
women
1:21
leading
1:21
the
1:21
way.
1:22
I
1:22
am
1:23
your
1:23
host,
1:23
Coco
1:24
Sellman,
1:24
five
1:25
time
1:25
founder,
1:25
impact
1:26
investor
1:26
and
1:27
creator
1:27
of
1:27
the
1:28
Force
1:28
for
1:28
Good
1:28
system.
1:29
Thank
1:30
you
1:30
for
1:30
joining
1:31
us
1:31
today
1:32
as
1:32
we
1:32
illuminate
1:33
the
1:33
path
1:34
for
1:34
unlocking
1:35
opportunities
1:36
for
1:36
growth
1:37
and
1:37
prosperity
1:38
for
1:38
women
1:39
led
1:39
enterprises
1:40
by
1:41
amplifying
1:42
the
1:42
voice
1:43
and
1:43
wisdom
1:43
of
1:44
women.
1:45
So
1:45
today
1:46
we
1:46
have
1:47
a
1:47
three
1:47
time
1:48
author.
1:48
Really
1:49
exciting.
1:50
I'm
1:50
so
1:50
excited
1:50
to
1:51
read
1:51
to
1:52
introduce
1:52
you
1:53
all
1:53
to
1:54
this
1:54
wonderful
1:55
extraordinary
1:56
woman,
1:56
Aisha
1:57
Armstrong,
1:58
who
1:58
is
1:58
the
1:59
executive
1:59
chairman
2:00
and
2:00
co
2:01
founder
2:02
of
2:02
Vectorist
2:03
where
2:03
she
2:04
works
2:04
with
2:05
business
2:05
to
2:05
business
2:05
service
2:06
companies
2:06
to
2:07
productize
2:08
their
2:09
offerings.
2:10
She
2:10
has
2:10
more
2:10
than
2:11
25
2:11
years
2:11
of
2:12
product
2:13
management
2:14
and
2:14
product
2:15
leadership
2:16
experience
2:17
in
2:17
the
2:17
data
2:18
and
2:18
information
2:19
services
2:20
industries.
2:21
She
2:21
is
2:21
the
2:22
author
2:22
of
2:23
how
2:24
to
2:24
Transform
2:24
a
2:24
Service
2:25
Culture
2:25
and
2:26
Successfully
2:27
Productize
2:28
Then
2:29
Productize
2:30
the
2:30
Ultimate
2:31
Guide
2:31
to
2:31
Turning
2:32
Professional
2:32
Services
2:33
into
2:33
Scalable
2:34
Products
2:35
and
2:35
her
2:35
latest
2:36
book,
2:36
got
2:37
it
2:37
right
2:37
Here,
2:38
Commercialize
2:39
how
2:39
to
2:39
Monetize,
2:40
Market
2:40
and
2:41
Sell
2:41
Productized
2:42
Offerings
2:43
in
2:44
Professional
2:45
Services.
2:45
Really
2:46
great.
2:47
And
2:47
this
2:47
book
2:48
just
2:48
hit
2:48
the
2:48
bookstores
2:49
in
2:49
October,
2:50
so
2:50
you'll
2:50
definitely
2:51
want
2:51
to
2:51
pick
2:51
up
2:51
all
2:52
three.
2:52
Aisha
2:53
earned
2:53
her
2:54
MBA
2:54
at
2:55
Harvard
2:56
and
2:56
her
2:57
Bachelor's
2:57
of
2:57
Bachelor
2:58
of
2:58
Arts
2:58
at
2:59
the
2:59
University
2:59
of
3:00
Kansas
3:00
where
3:00
she
3:01
was
3:01
just
3:01
telling
3:01
me
3:01
she
3:01
grew
3:02
up
3:02
and
3:03
is
3:03
also
3:04
a
3:04
certified
3:04
yoga
3:05
teacher,
3:06
has
3:06
climbed
3:07
Mount
3:07
Kilimanjaro,
3:08
which
3:08
is
3:08
on
3:08
my
3:08
bucket
3:09
list
3:09
and
3:10
is
3:10
a
3:10
budding
3:11
mountaineer.
3:12
So
3:12
cool.
3:13
So
3:13
welcome.
3:14
I'm
3:14
so
3:14
happy
3:14
to
3:14
have
3:15
you,
3:15
Aisha.
3:16
Oh,
3:16
thank
3:16
you,
3:16
Coco.
3:17
It's
3:17
great
3:17
to
3:17
be
3:17
here
3:18
and
3:18
I
3:18
just
3:18
love
3:19
the
3:19
mission
3:19
of
3:19
the
3:19
work
3:19
you're
3:20
doing.
3:20
Oh,
3:21
thank
3:21
you,
3:22
thank
3:22
you.
3:22
It's
3:22
so
3:22
fun.
3:23
You
3:23
know,
3:23
I've
3:23
had
3:24
this
3:24
long
3:25
belief
3:25
that
3:27
when
3:27
you
3:28
put
3:28
purpose
3:29
and
3:31
have
3:31
a
3:31
meaning
3:32
of
3:32
something,
3:32
that's
3:33
more
3:33
than
3:33
just
3:34
money,
3:35
that
3:35
when
3:35
you
3:35
put
3:36
that
3:36
purpose
3:36
into
3:37
whatever
3:37
business
3:38
you're
3:38
Building
3:39
that
3:39
it
3:39
really
3:40
does
3:40
grow
3:41
faster
3:42
and
3:43
creates
3:43
more
3:44
impact
3:44
in
3:44
the
3:44
world.
3:45
So
3:46
I'm
3:46
super
3:46
happy
3:47
to
3:47
have
3:47
you
3:47
here
3:47
because
3:48
I
3:48
feel
3:48
like
3:49
your
3:50
message,
3:51
your
3:52
books,
3:53
your
3:53
business
3:54
are
3:55
so
3:56
needed
3:57
for
3:57
us
3:58
women
3:58
growing
3:59
really
4:00
big
4:00
and
4:00
exciting
4:01
companies
4:01
and
4:01
learning
4:01
how
4:02
to
4:02
create
4:02
a
4:02
lot
4:02
of
4:03
impact.
4:04
So,
4:05
as
4:05
you
4:05
know,
4:06
the
4:06
first
4:06
question
4:06
I
4:06
always
4:06
like
4:07
to
4:07
ask
4:07
is,
4:07
what's
4:07
a
4:08
book
4:08
written
4:08
by
4:09
a
4:09
woman
4:09
that
4:09
has
4:10
significantly
4:11
influenced
4:12
your
4:12
life?
4:13
I
4:13
love
4:13
this
4:14
question
4:15
and
4:15
it
4:15
was
4:16
kind
4:16
of
4:16
a
4:16
really
4:17
easy
4:17
one
4:18
for
4:18
me
4:18
to
4:18
think
4:19
about.
4:20
It's
4:20
168
4:22
hours
4:22
by
4:22
Laura
4:23
Vanderkam.
4:24
It's
4:25
an
4:25
oldie
4:25
but
4:26
goody
4:26
book.
4:26
I
4:26
think
4:27
it's
4:27
been
4:27
out
4:27
for
4:27
like
4:27
maybe
4:28
15,
4:29
maybe
4:29
even
4:29
20
4:30
years
4:30
now.
4:31
But
4:31
she
4:31
really
4:32
debunks
4:33
this
4:33
idea
4:34
that
4:34
we
4:35
have
4:35
less
4:36
time
4:37
to
4:37
do
4:37
the
4:38
things
4:38
that
4:38
are
4:38
really
4:38
important
4:39
to
4:39
us.
4:39
And
4:40
it's
4:41
very
4:41
geared
4:42
towards
4:43
working
4:43
women
4:44
who
4:45
maybe
4:45
are
4:45
juggling
4:46
a
4:46
family
4:47
plus
4:47
a
4:48
full
4:48
time
4:48
career,
4:49
plus
4:49
maybe
4:50
some
4:50
hobbies
4:50
or
4:50
something
4:51
like
4:51
that.
4:51
And
4:51
she
4:51
talks
4:52
about,
4:52
if
4:53
you
4:53
look
4:53
at
4:53
the
4:53
number
4:53
of
4:53
hours
4:54
that
4:54
are
4:54
in
4:54
a
4:54
week,
4:55
it's
4:55
168
4:56
hours,
4:57
which
4:57
is
4:57
a
4:57
lot.
4:58
But
4:58
a
4:58
lot
4:59
of
4:59
us
4:59
tend
4:59
to
4:59
think
4:59
about,
5:00
you
5:00
know,
5:00
how
5:00
many
5:01
hours
5:01
do
5:01
we
5:01
have
5:01
during
5:02
a
5:02
day.
5:03
And
5:04
I
5:04
read
5:04
it
5:04
at
5:05
a
5:05
time
5:05
when
5:06
my
5:06
children
5:06
were
5:07
toddlers.
5:08
I
5:08
was,
5:09
had
5:09
a
5:09
very
5:09
big
5:09
job.
5:10
I
5:10
was
5:10
getting
5:10
on
5:10
planes
5:11
all
5:11
the
5:11
time
5:12
and
5:12
just
5:12
feeling
5:13
like
5:14
a.
5:14
There
5:15
was
5:15
a
5:15
scarcity
5:16
of
5:16
time.
5:17
And
5:17
she
5:18
really
5:18
helped
5:18
me
5:18
reframe
5:20
how
5:20
I
5:20
thought
5:20
about
5:21
time
5:21
so
5:21
that
5:21
I
5:22
could
5:23
get
5:23
more
5:23
out
5:23
of
5:23
the
5:24
168
5:25
hours
5:25
that
5:25
we
5:25
all
5:26
have
5:26
each
5:26
week.
5:27
What
5:28
a
5:28
wonderful.
5:29
I've
5:29
heard
5:29
of
5:29
this
5:30
book.
5:30
I
5:30
have
5:31
not
5:31
read
5:31
it,
5:32
so
5:32
I'm
5:33
excited
5:33
to
5:33
pick
5:33
it
5:33
up.
5:34
And
5:34
it
5:34
is,
5:35
I
5:35
feel
5:35
like
5:35
I
5:35
went
5:36
through
5:36
the
5:36
same
5:36
thing
5:36
with,
5:37
when
5:37
I
5:37
had
5:37
young
5:37
children
5:38
and
5:39
I
5:39
feel
5:39
like
5:40
it
5:40
was,
5:41
it
5:41
was,
5:42
it
5:42
was
5:42
galvanizing
5:44
to
5:44
help
5:44
us
5:45
learn
5:46
how
5:46
to
5:46
be
5:47
really,
5:48
really
5:48
good
5:49
with
5:49
honoring
5:50
our
5:50
time
5:50
and
5:51
knowing
5:51
what's
5:51
most
5:52
important.
5:52
I
5:52
felt
5:52
like
5:53
I
5:53
came
5:53
back
5:53
from
5:54
that.
5:54
I
5:54
felt
5:54
like,
5:55
you
5:55
know,
5:55
this,
5:55
this
5:56
was
5:56
great,
5:56
a
5:56
great
5:57
exercise
5:57
for
5:57
learning
5:58
how
5:58
to
5:58
be
5:58
a
5:59
great
5:59
COO
6:00
or
6:00
CEO
6:01
because
6:01
you
6:01
have
6:01
to
6:02
manage
6:02
so
6:03
much
6:03
with,
6:03
with
6:04
so,
6:04
so
6:04
little
6:04
time.
6:05
Right?
6:06
Yeah.
6:06
And
6:06
get
6:07
really
6:07
clear
6:07
on
6:07
the
6:08
things
6:08
that
6:08
only
6:09
you
6:09
can
6:09
uniquely
6:10
do
6:11
and
6:11
what
6:11
are
6:11
the
6:12
things
6:12
that
6:12
other
6:12
people
6:13
could
6:13
do
6:13
instead
6:14
of
6:14
you
6:14
doing
6:14
them.
6:15
So
6:16
great.
6:16
And
6:16
I
6:16
think
6:18
you're.
6:19
I
6:19
love
6:20
your
6:20
message
6:21
about
6:22
how
6:22
important
6:23
it
6:23
is
6:23
to,
6:24
you
6:25
know,
6:25
if
6:25
you're
6:26
going
6:26
to
6:26
start
6:26
a
6:27
business
6:27
or
6:27
you
6:27
have
6:27
a
6:28
business
6:28
and
6:28
it's
6:28
service
6:29
based,
6:30
how
6:31
can
6:31
you
6:31
Multiply
6:32
what
6:32
you
6:32
do
6:32
through
6:33
products.
6:34
Right.
6:35
And
6:35
you
6:35
know,
6:36
know,
6:36
I
6:37
used
6:37
to
6:38
be
6:38
a
6:38
consultant
6:39
myself
6:39
many
6:40
years
6:40
ago
6:41
and
6:42
I
6:43
got
6:43
to
6:43
a
6:43
point
6:43
where
6:43
one
6:43
day
6:44
I
6:44
was
6:44
like,
6:44
I
6:44
don't
6:45
want
6:45
to
6:45
trade
6:45
my
6:45
time
6:46
anymore
6:47
for
6:47
money.
6:48
So
6:48
I
6:48
would
6:48
just,
6:48
I
6:49
would
6:49
rather
6:49
have
6:49
a
6:50
product
6:50
that
6:50
multiplies
6:51
and
6:51
has
6:51
more
6:51
impact
6:52
and
6:52
you
6:52
know,
6:53
so
6:53
on
6:53
and
6:53
so
6:54
forth.
6:54
So
6:54
tell
6:54
us
6:54
about
6:55
your
6:56
entrepreneurial
6:57
journey
6:58
and
6:58
what
6:58
inspired
6:59
you
6:59
to
6:59
create
6:59
vectors
7:00
and
7:00
how
7:01
you
7:01
ended
7:01
up
7:02
really
7:02
in
7:02
this
7:03
space
7:03
of
7:03
helping
7:04
service
7:04
companies
7:05
really
7:06
become
7:06
more
7:06
impactful
7:07
through
7:07
products.
7:08
Yeah,
7:09
yeah,
7:09
happy
7:10
to.
7:10
So
7:11
I
7:11
co
7:12
founded
7:12
Vector
7:13
six
7:13
and
7:13
a
7:13
half
7:13
years
7:14
ago
7:15
with
7:15
another
7:15
amazing
7:16
woman,
7:17
Nicole
7:17
Merrill.
7:18
And
7:19
she
7:19
and
7:19
I
7:19
had
7:19
both
7:20
worked
7:20
for
7:21
the
7:21
same
7:22
company
7:22
that
7:22
was
7:22
really
7:23
the
7:23
pioneer
7:24
in
7:24
productizing
7:25
consulting
7:26
services.
7:27
And
7:28
they
7:28
had
7:28
figured
7:28
out
7:28
how
7:28
do
7:29
you
7:29
take
7:30
kind
7:30
of
7:30
deliverables
7:31
from
7:31
consulting
7:32
engagements
7:33
and
7:33
turn
7:33
it
7:33
into
7:34
a
7:34
membership
7:35
based
7:35
model
7:36
where
7:36
they
7:36
sold
7:36
best
7:37
practices
7:37
research,
7:38
executive
7:38
education,
7:39
benchmarking
7:40
data,
7:41
things
7:41
like
7:41
that.
7:43
And
7:43
so
7:43
we
7:44
had
7:44
seen
7:44
kind
7:44
of
7:45
firsthand
7:46
how
7:46
you
7:46
take
7:46
a
7:46
service
7:47
and
7:48
you
7:48
productize
7:48
it.
7:49
I
7:49
was
7:49
on
7:49
the
7:49
product
7:51
development,
7:51
management
7:52
leadership
7:52
side,
7:53
she
7:53
was
7:53
on
7:53
the
7:53
go
7:53
to
7:54
market
7:54
side.
7:55
And
7:56
we
7:56
were
7:56
both
7:56
in
7:57
our
7:57
early
7:57
40s
7:58
and
7:58
thinking
7:58
about
7:59
the
7:59
next
8:00
phase
8:00
of
8:00
our
8:00
careers.
8:01
And
8:01
we'd
8:02
both
8:02
always
8:02
had
8:03
this
8:03
entrepreneurial
8:04
itch.
8:05
So
8:05
we
8:05
wanted
8:05
to
8:05
do
8:06
something
8:06
entrepreneurial.
8:08
We
8:08
saw
8:09
more
8:09
and
8:09
more
8:09
B2B
8:10
services
8:11
companies
8:11
wanting
8:12
to
8:12
replicate
8:13
what
8:14
our
8:14
employer
8:15
had
8:15
done
8:16
and
8:17
not
8:17
having
8:17
the
8:17
capabilities
8:19
to
8:20
understand
8:20
kind
8:20
of
8:20
how
8:20
do
8:21
you
8:21
identify
8:21
good
8:22
product
8:22
opportunities,
8:23
how
8:23
do
8:23
you
8:23
take
8:24
them
8:24
to
8:24
market
8:24
differently?
8:25
So
8:26
we
8:26
saw
8:26
this
8:26
kind
8:26
of
8:26
market
8:27
need.
8:28
But
8:28
what
8:28
we
8:28
were,
8:29
I
8:29
think
8:29
most
8:30
clear
8:30
on,
8:31
and
8:31
you,
8:32
you
8:32
mentioned
8:32
this
8:33
in
8:34
your
8:34
intro,
8:35
was
8:35
our
8:35
purpose.
8:37
And
8:37
our
8:38
purpose
8:38
was,
8:39
you
8:40
know,
8:40
not
8:40
to
8:40
make
8:40
a
8:40
bunch
8:41
of
8:41
money
8:41
helping
8:42
B2B
8:43
services
8:43
companies
8:44
grow
8:44
more
8:45
scalably,
8:45
which
8:46
we
8:46
have
8:47
done.
8:47
But
8:48
it
8:48
was
8:48
to
8:48
create
8:48
a
8:49
different
8:49
type
8:49
of
8:49
place
8:50
to
8:50
work.
8:51
And
8:52
we
8:52
wanted
8:53
to
8:54
create
8:54
a
8:54
very
8:55
unique
8:55
culture
8:57
and
8:57
a
8:58
very
8:58
flexible
8:58
working
8:59
environment
9:00
and
9:01
be
9:02
very
9:02
true
9:03
to
9:03
our
9:03
values
9:04
that
9:04
we
9:05
have.
9:05
So
9:06
we
9:06
started
9:06
with
9:07
that
9:07
and
9:07
then
9:07
kind
9:08
of
9:08
the
9:09
business
9:10
model,
9:10
our
9:10
target
9:11
market,
9:11
the
9:12
products
9:12
and
9:12
services
9:13
that
9:13
we
9:13
offer
9:14
have
9:14
all
9:15
grown
9:15
in
9:15
support
9:16
of
9:16
that
9:16
original
9:17
vision
9:17
of
9:17
the
9:18
type
9:18
of
9:18
company
9:18
and
9:19
the
9:19
type
9:19
of
9:19
working
9:19
environment
9:20
we
9:20
wanted
9:20
to
9:20
create.
9:21
I
9:22
love
9:22
that.
9:23
And
9:23
it's
9:24
so
9:24
it,
9:25
I
9:25
feel
9:26
like
9:26
it's,
9:27
it's
9:28
this
9:28
different
9:28
way
9:29
for.
9:29
It's
9:29
exactly
9:30
what
9:30
the
9:30
wisdom
9:30
of
9:31
women
9:31
is
9:31
about.
9:31
Right?
9:32
Because
9:32
it's
9:34
necessity
9:34
is
9:34
the
9:35
mother
9:35
of
9:35
invention
9:36
on
9:36
one,
9:36
on
9:36
one
9:37
hand.
9:37
But
9:37
it's
9:37
also
9:38
in
9:38
this
9:39
time
9:39
of
9:40
so
9:40
much
9:41
change
9:41
related
9:42
to
9:42
technology
9:43
and
9:43
AI
9:43
and
9:44
So
9:44
forth,
9:44
where
9:44
there's
9:45
all
9:45
of
9:45
this
9:45
disruption
9:46
and
9:46
reinvention.
9:47
It's
9:48
so
9:49
appropriate
9:50
from
9:50
a
9:50
marketing
9:51
perspective
9:52
as
9:52
well,
9:52
and
9:53
demand
9:53
perspective.
9:54
The
9:54
things
9:54
that
9:54
are
9:54
just
9:54
our
9:55
time
9:56
are
9:56
being
9:57
converted
9:57
into
9:57
things
9:58
that
9:58
I
9:58
can
9:59
do.
9:59
Whereas,
10:00
you
10:00
know,
10:01
now,
10:01
you
10:01
know,
10:01
so.
10:02
So
10:02
your
10:02
model
10:03
is
10:03
really,
10:04
I
10:04
think,
10:04
putting.
10:05
Put
10:06
out,
10:06
putting
10:06
all
10:06
kinds
10:07
of
10:07
companies
10:07
both
10:07
in
10:08
the
10:08
better
10:08
situation,
10:09
have
10:09
a
10:09
better
10:09
work
10:09
environment
10:10
and
10:10
a
10:10
more
10:10
exciting
10:11
work
10:11
environment
10:12
where
10:12
you're
10:12
not
10:12
doing
10:12
the
10:12
same
10:13
thing
10:13
over
10:13
and
10:13
over,
10:14
but
10:14
also
10:15
being
10:15
able
10:16
to
10:17
be
10:17
super
10:18
appropriate
10:18
in
10:18
the
10:19
times
10:19
we're
10:19
in.
10:19
AI
10:20
Et
10:20
cetera.
10:21
Exactly,
10:23
yeah.
10:24
And
10:24
we
10:25
saw
10:25
a
10:25
couple
10:25
of
10:26
forces
10:26
at
10:26
work.
10:27
So
10:27
the
10:27
first
10:28
one
10:29
was
10:29
that
10:29
we
10:29
saw
10:30
more
10:30
private
10:30
equity
10:31
money
10:31
coming
10:31
into
10:31
the
10:32
professional
10:32
services
10:33
space.
10:33
And
10:34
their
10:34
investment
10:34
thesis
10:35
was
10:36
we
10:37
grow
10:37
these
10:37
professional
10:38
services
10:38
firms
10:39
more
10:39
scalably
10:40
by
10:41
productizing
10:41
them.
10:42
And
10:43
just
10:43
for
10:43
your
10:43
audience,
10:44
when
10:44
I
10:44
say
10:44
productize,
10:45
I
10:45
mean
10:47
two
10:47
different
10:48
things.
10:48
So
10:48
one
10:49
is
10:49
kind
10:50
of
10:50
standardizing,
10:51
maybe
10:51
tech
10:52
enabling
10:52
how
10:53
you
10:53
deliver
10:53
services,
10:54
but
10:54
it's
10:54
still
10:55
kind
10:55
of
10:55
people
10:55
delivering
10:56
the
10:57
services.
10:57
They
10:58
may
10:58
just
10:59
be
10:59
more
10:59
packaged,
11:00
standardized,
11:01
price
11:02
based
11:02
on
11:02
value,
11:03
as
11:03
opposed
11:03
to
11:04
time,
11:04
things
11:04
like
11:04
that.
11:05
And
11:05
then
11:05
the
11:06
other
11:06
four
11:07
flavor
11:07
of
11:07
productization
11:08
is
11:08
creating
11:09
actual
11:09
products.
11:10
So,
11:10
you
11:10
know,
11:10
like
11:11
your
11:11
podcast
11:12
is
11:12
a
11:12
product,
11:12
my
11:13
books
11:13
are
11:13
a
11:13
product.
11:14
But
11:14
software
11:15
is
11:15
a
11:15
product,
11:17
Data
11:17
as
11:17
a
11:18
service
11:18
is
11:18
a
11:18
product.
11:19
And
11:20
so
11:20
the
11:21
companies
11:21
that
11:22
we're
11:22
working
11:22
with,
11:22
the
11:23
entrepreneurs,
11:24
the
11:24
firm
11:25
leaders
11:25
that
11:25
we're
11:25
working
11:26
with,
11:26
they
11:26
all
11:26
want
11:26
to
11:27
grow,
11:28
but
11:28
they
11:28
want
11:28
to
11:28
do
11:29
it
11:29
in
11:29
a
11:29
more
11:29
scalable
11:30
way.
11:30
And
11:31
so
11:31
are
11:31
looking
11:31
either
11:32
to
11:33
deliver
11:33
their
11:34
services
11:34
in
11:35
a
11:35
more
11:35
replicable,
11:36
standardized
11:37
way
11:38
or
11:39
create
11:39
products
11:40
that
11:40
can
11:40
be
11:41
sold
11:41
alongside
11:42
their
11:42
services
11:43
or
11:43
bundled
11:43
with
11:44
their
11:44
services.
11:45
It's
11:45
wonderful.
11:46
And
11:46
so
11:47
of
11:47
course,
11:47
you
11:47
add
11:47
more
11:48
value
11:48
that
11:48
way.
11:49
And
11:50
you
11:51
also,
11:51
I'm
11:51
sure
11:51
private
11:52
equity,
11:53
it
11:53
likes
11:54
the
11:54
idea
11:54
that
11:54
the
11:55
value
11:55
of
11:55
it
11:55
is
11:55
something
11:56
that
11:56
they
11:56
can
11:56
own.
11:57
Right.
11:57
And
11:58
that,
11:58
you
11:59
know,
11:59
and
11:59
I
11:59
like
11:59
it
12:00
from
12:00
the
12:00
perspective
12:01
that
12:01
if
12:01
you
12:01
are
12:01
creating
12:02
something,
12:02
like
12:03
you're
12:03
creating
12:03
a
12:03
business
12:04
that
12:04
is
12:04
based
12:05
in
12:05
product,
12:06
and
12:06
so
12:07
it
12:07
gives
12:07
you
12:07
the
12:08
ability
12:08
to
12:09
not
12:09
be
12:09
the
12:09
only
12:09
one
12:09
to
12:10
ever
12:10
deliver
12:11
the
12:11
services.
12:12
And
12:12
you're.
12:13
And
12:13
now
12:13
it
12:13
has
12:14
value
12:14
beyond
12:14
you.
12:15
Right.
12:15
Like
12:16
you're
12:16
creating,
12:17
you
12:17
know,
12:18
value
12:18
that
12:18
goes
12:18
on
12:19
and
12:19
on.
12:19
Yeah,
12:20
I
12:20
mean,
12:20
the
12:20
benefits
12:21
are
12:21
numerous.
12:22
So
12:22
yeah,
12:22
you're
12:22
no
12:23
longer
12:23
key
12:23
person
12:24
dependent.
12:24
You
12:25
don't
12:25
have
12:25
to
12:25
hire
12:26
as
12:26
quickly
12:26
as
12:26
you
12:27
grow.
12:28
Like
12:28
you
12:28
said,
12:29
you're
12:29
not
12:29
trading
12:29
time
12:30
for
12:30
money.
12:32
Hopefully
12:32
you
12:32
have
12:33
more
12:33
revenue
12:34
visibility,
12:35
your
12:35
margins
12:36
should
12:36
be
12:36
better.
12:36
Like,
12:37
there's
12:37
just
12:37
a
12:37
whole
12:37
slew
12:38
of
12:38
reasons
12:38
why,
12:40
you
12:40
know,
12:41
firm
12:41
leaders,
12:42
entrepreneurs
12:42
should
12:42
consider
12:43
this
12:43
as
12:43
a
12:43
Strategy.
12:45
Great,
12:45
great.
12:46
So,
12:48
and
12:48
you
12:48
talk
12:49
about
12:49
this,
12:49
this,
12:50
this
12:50
the
12:50
question
12:51
I'm
12:51
going
12:51
to
12:51
ask
12:51
in
12:51
your
12:52
book,
12:52
but
12:52
you
12:52
know,
12:52
can
12:53
you
12:53
break
12:53
it
12:53
down
12:53
for
12:53
our
12:54
audience?
12:54
From
12:55
your
12:55
experience,
12:56
what
12:56
do
12:56
you
12:57
think
12:57
are
12:57
the
12:57
main
12:58
differences
12:59
between
13:00
marketing
13:01
and
13:02
selling
13:02
standardized
13:03
services
13:03
or
13:04
products
13:04
from
13:05
marketing
13:05
and
13:05
selling
13:06
traditional
13:06
professional
13:07
services?
13:08
Yeah,
13:08
really
13:09
good
13:09
question.
13:10
So
13:11
think
13:11
about
13:11
it
13:11
this
13:11
way,
13:12
Coco.
13:12
When
13:12
you're
13:12
selling
13:13
a
13:14
standard
13:15
service,
13:16
you're
13:16
really,
13:17
you
13:17
know,
13:17
selling
13:18
yourself
13:19
your
13:20
expertise.
13:21
Like,
13:21
what
13:21
can
13:22
Coco
13:22
do
13:23
for
13:23
me?
13:23
What
13:23
can,
13:24
what
13:24
expertise
13:25
does
13:25
my
13:25
attorney
13:26
have?
13:27
And
13:28
you're
13:29
selling
13:30
like
13:30
we
13:30
talked
13:30
about
13:31
before,
13:31
like
13:31
your
13:32
time
13:32
in
13:32
exchange
13:33
for
13:34
a
13:34
super
13:35
customized
13:36
bespoke
13:37
solution
13:37
for
13:38
whatever
13:38
your
13:39
client
13:39
needs.
13:40
In
13:41
contrast,
13:41
when
13:42
you're
13:42
selling
13:42
a
13:42
product,
13:44
you're
13:44
selling
13:44
something
13:45
that's
13:45
more
13:45
standardized.
13:46
So
13:46
it's
13:47
not
13:47
super
13:47
customized,
13:48
it's
13:48
not
13:49
bespoke.
13:50
It
13:50
may
13:51
not
13:51
meet
13:52
100%
13:53
of
13:53
the
13:54
needs
13:54
that
13:55
your
13:55
customer
13:55
or
13:55
client
13:56
has,
13:56
but
13:56
it
13:56
may
13:57
meet
13:57
80%
13:58
of
13:58
their
13:59
needs.
13:59
So
14:00
it's
14:00
kind
14:00
of
14:00
more
14:01
good
14:01
enough,
14:02
for
14:02
example.
14:03
And
14:03
so
14:04
that
14:04
means
14:04
that
14:04
when
14:04
you're
14:05
marketing
14:05
and
14:06
selling
14:06
it,
14:07
you're
14:07
not
14:08
selling
14:08
this
14:08
promise
14:08
of
14:09
I'll
14:09
solve
14:09
whatever
14:10
problem
14:10
you
14:10
have.
14:11
And
14:11
you
14:12
don't
14:12
talk
14:12
about
14:12
your
14:12
expertise.
14:13
Instead
14:14
you
14:14
talk
14:14
about
14:15
the
14:15
specific
14:16
customer
14:17
problem
14:17
the
14:18
product
14:18
was
14:18
designed
14:19
to
14:19
solve
14:20
and
14:20
how
14:20
it's
14:21
better
14:22
than
14:22
perhaps
14:23
a
14:23
more
14:23
customized
14:24
bespoke
14:25
solution.
14:26
And
14:26
you're
14:26
not
14:26
talking
14:27
about
14:27
yourself.
14:28
So
14:29
for
14:29
people
14:29
who've
14:30
spent
14:30
their
14:30
entire
14:31
careers
14:32
thinking
14:32
like
14:33
they
14:33
were
14:33
the
14:33
product,
14:34
their
14:34
expertise,
14:35
their
14:35
network,
14:36
you
14:36
know,
14:36
their
14:36
credentials,
14:37
like,
14:37
this
14:38
is
14:38
really
14:38
hard
14:38
for
14:39
them
14:39
to
14:39
do,
14:39
to
14:39
stop
14:40
talking
14:40
about
14:40
themselves
14:41
and
14:41
start
14:41
talking
14:42
about
14:42
the
14:42
more
14:43
productized
14:43
offering.
14:45
It's
14:45
a
14:45
huge
14:46
difference.
14:46
Right.
14:46
And
14:47
oftentimes,
14:48
not
14:48
always,
14:49
but
14:49
oftentimes
14:51
these
14:51
bespoke
14:52
services
14:52
are
14:53
more
14:53
expensive
14:54
than,
14:54
you
14:54
know,
14:55
some
14:55
of
14:55
the
14:55
products
14:56
that
14:56
you
14:56
might
14:56
sell
14:57
that
14:57
are
14:57
sort
14:57
of
14:58
specific,
14:59
you
14:59
know,
15:00
outcomes
15:01
or
15:01
real
15:01
products
15:02
or
15:02
subscriptions
15:03
or
15:03
whatever
15:03
it
15:03
is.
15:04
And
15:04
then
15:05
your
15:05
marketing
15:05
system
15:06
has
15:06
to
15:06
be
15:07
completely
15:07
different.
15:09
Right?
15:09
Exactly.
15:10
So
15:10
if
15:10
it's
15:10
at
15:10
a
15:10
lower
15:11
price
15:11
point,
15:11
then
15:11
you're
15:11
going
15:12
to
15:12
need
15:12
a
15:12
higher
15:12
volume
15:13
of
15:13
leads
15:14
in
15:14
order
15:15
to
15:15
get
15:15
the
15:15
same
15:16
type
15:17
of
15:18
revenue.
15:19
And
15:19
then
15:19
the
15:20
way
15:20
like
15:21
you
15:21
talk
15:21
about
15:21
your
15:21
marketing,
15:22
again,
15:22
it's
15:22
less
15:22
about
15:23
your
15:23
people
15:23
and
15:24
their
15:24
expertise
15:25
and
15:25
it's
15:25
more
15:25
about
15:26
your
15:26
really
15:27
good
15:27
understanding
15:27
of
15:28
the
15:28
problem
15:29
that
15:29
the
15:30
product
15:30
solves
15:30
and
15:31
how
15:31
it's
15:31
better
15:31
than
15:32
anything
15:32
else
15:32
that's
15:33
out
15:33
there.
15:33
So
15:33
you're
15:34
using
15:34
just
15:34
completely
15:35
different
15:35
messaging,
15:37
plus
15:37
you
15:37
need
15:37
a
15:37
higher
15:38
volume
15:38
of
15:38
leads.
15:39
Another
15:39
thing
15:40
that
15:40
we
15:40
found,
15:40
and
15:41
this
15:41
shows
15:41
up
15:41
a
15:42
lot
15:42
in
15:42
the
15:42
book,
15:42
when
15:42
I'm
15:43
talking
15:43
about
15:43
different
15:44
Case
15:44
studies
15:45
is
15:45
since
15:46
more
15:46
and
15:46
more
15:47
you
15:47
mentioned
15:47
AI,
15:48
more
15:48
and
15:48
more
15:48
of
15:48
the
15:49
way
15:49
that
15:49
services
15:49
firms
15:50
are
15:50
productizing
15:51
is
15:51
by
15:51
using
15:51
some
15:51
type
15:52
of
15:52
technology.
15:53
Yeah,
15:54
anytime
15:54
you
15:54
bring
15:54
in
15:55
technology,
15:56
you
15:56
change
15:56
the
15:57
buyer.
15:58
So.
15:59
So
15:59
now
15:59
it
16:00
might
16:00
be
16:01
getting
16:01
involved
16:01
in
16:01
the
16:02
sale
16:03
and
16:03
if
16:03
you
16:04
are
16:04
not
16:04
used
16:04
to.
16:05
That's
16:06
cute.
16:09
For
16:09
those
16:09
of
16:09
you
16:09
who
16:09
are
16:09
not
16:10
watching
16:10
the
16:10
video,
16:10
I
16:10
just
16:11
put
16:11
my
16:11
thumb
16:11
up
16:11
and
16:12
it
16:12
was
16:12
like
16:12
a
16:12
thumbs
16:12
up
16:13
emoji
16:13
on
16:13
the
16:13
video.
16:14
I
16:14
love
16:14
that.
16:15
But
16:16
anyway,
16:17
so
16:17
they
16:17
may
16:18
not
16:18
be
16:18
used
16:18
to
16:18
having
16:19
a
16:19
conversation
16:19
with
16:20
it
16:20
about
16:22
how
16:22
secure
16:22
their
16:23
software
16:23
is,
16:23
where
16:24
data
16:24
is
16:24
stored,
16:25
things
16:25
like
16:25
that.
16:25
So
16:25
you
16:26
know,
16:26
it
16:26
could
16:26
be
16:26
like
16:27
you're
16:27
introducing
16:27
a
16:27
new
16:28
buyer
16:28
in
16:28
the
16:28
process.
16:29
You
16:29
have
16:29
to
16:30
address
16:30
new
16:30
concerns
16:31
if
16:31
there's
16:31
technology
16:32
involved.
16:33
Changes
16:33
a
16:34
lot
16:34
of
16:34
things.
16:35
It
16:35
changes
16:35
a
16:35
lot
16:35
of
16:36
things
16:36
and
16:36
you
16:36
don't
16:36
think
16:36
about
16:37
it
16:37
at
16:37
first.
16:38
And
16:38
so
16:39
I.
16:40
You
16:40
talk
16:40
about
16:40
this
16:40
in
16:41
your
16:41
book,
16:41
but
16:41
I
16:41
think
16:41
it's
16:41
really,
16:42
really,
16:43
really
16:43
good
16:43
to
16:43
talk
16:43
about
16:44
it
16:44
and
16:44
share.
16:45
You
16:45
started
16:45
to
16:45
talk
16:45
about
16:46
it
16:46
a
16:46
little
16:46
bit
16:46
as
16:47
those
16:47
common
16:48
failure
16:48
points.
16:49
So
16:50
like
16:50
I'm
16:50
a
16:51
service
16:51
business,
16:52
I've
16:52
been
16:52
doing
16:52
it
16:53
a
16:53
long
16:53
time
16:53
and
16:53
I'm
16:54
looking
16:54
around
16:54
and
16:54
seeing
16:54
everybody
16:55
else
16:55
is
16:55
doing
16:56
some
16:56
kind
16:56
of
16:57
packaged
16:58
services
16:59
or
16:59
products
16:59
and
17:00
starting
17:00
to
17:00
launch
17:01
things.
17:01
And
17:03
now
17:03
I
17:04
try.
17:06
And
17:06
what
17:06
goes
17:06
wrong?
17:08
Yeah,
17:09
so
17:09
the
17:10
bad
17:11
news
17:11
first
17:12
is
17:12
that
17:13
depending
17:13
on
17:13
which
17:14
study
17:14
you
17:14
look
17:14
at,
17:15
anywhere
17:15
between
17:16
40
17:16
to
17:16
70%
17:17
of
17:17
new
17:17
product
17:18
introductions
17:19
fail.
17:20
Okay.
17:20
Then
17:21
that's
17:21
across
17:21
B2C
17:22
and
17:22
B2B.
17:23
All
17:23
right,
17:23
so
17:23
that's
17:23
the
17:24
bad
17:24
news.
17:24
The
17:25
good
17:25
news
17:25
is
17:26
through
17:26
our
17:27
research,
17:27
we've
17:27
identified
17:28
the
17:28
common
17:29
failure
17:30
points
17:30
and
17:31
catalog
17:31
them
17:32
into
17:32
this
17:33
very
17:33
easy
17:34
to
17:34
remember
17:34
seven
17:35
deadly
17:35
sins
17:36
of
17:36
productization.
17:38
And
17:38
then
17:39
talk
17:39
about
17:39
how
17:39
you
17:40
can
17:40
overcome
17:40
those.
17:41
And
17:42
one
17:42
of
17:42
the
17:42
first
17:42
ones
17:43
is
17:43
not
17:44
de
17:44
risking
17:44
your
17:45
investment.
17:45
So
17:46
given
17:46
that
17:46
the
17:46
rates
17:46
of
17:47
failure
17:47
are
17:47
so
17:48
high,
17:48
again
17:49
somewhere
17:49
between
17:49
40
17:50
to
17:50
70%.
17:51
You
17:51
need
17:52
to
17:52
think
17:52
about
17:52
your
17:53
productization
17:54
strategy
17:54
as
17:54
a
17:55
portfolio
17:55
strategy,
17:56
just
17:56
like
17:57
a
17:57
venture
17:57
capitalist
17:58
does.
17:58
So
17:59
rather
17:59
than
17:59
putting
18:00
all
18:00
of
18:00
your
18:00
money
18:01
behind
18:01
one
18:02
idea,
18:02
you're
18:03
going
18:03
to
18:03
come
18:03
up
18:03
with
18:04
a
18:04
couple
18:04
of
18:04
different
18:05
ideas
18:05
and
18:05
you're
18:06
going
18:06
to
18:06
put
18:06
a
18:06
little
18:06
bit
18:06
of
18:07
money
18:07
behind
18:07
each
18:08
one.
18:08
And
18:08
then
18:08
you're
18:08
going
18:08
to
18:09
start
18:09
to
18:09
test
18:09
them,
18:10
ideally
18:10
by
18:10
getting
18:11
real
18:11
market
18:11
feedback.
18:12
And
18:12
then
18:13
as
18:13
you
18:13
get
18:13
more
18:13
market
18:14
feedback,
18:14
you'll
18:15
decide,
18:15
okay,
18:15
which
18:16
one
18:16
should
18:16
I
18:16
invest
18:17
more
18:17
in?
18:17
Which
18:18
one
18:18
should
18:18
I
18:19
stop
18:19
pursuing?
18:20
And
18:20
then
18:20
are
18:21
there
18:21
some
18:21
new
18:21
ideas
18:22
that
18:22
I
18:22
should
18:22
add
18:22
to
18:22
my
18:23
portfolio?
18:24
So
18:25
that
18:25
not
18:26
de
18:26
risking
18:27
is
18:27
one
18:27
of
18:27
the
18:28
common
18:28
mistakes
18:29
that
18:29
we
18:29
see.
18:30
Another
18:30
one
18:31
is
18:32
inventing
18:32
a
18:32
product
18:33
that
18:33
doesn't
18:33
solve
18:34
an
18:34
urgent
18:34
and
18:35
expensive
18:35
problem.
18:37
So
18:37
I
18:37
was
18:37
talking
18:38
earlier,
18:38
Coco,
18:38
about
18:39
how
18:39
it's
18:39
so
18:39
important
18:39
in
18:40
your
18:40
marketing
18:40
messaging
18:41
when
18:41
you're
18:41
trying
18:41
to
18:42
market
18:42
a
18:42
product
18:42
that
18:43
you
18:43
talk
18:43
about
18:43
the
18:44
problem
18:44
it
18:44
solves.
18:45
Well,
18:45
you
18:45
would
18:46
be
18:46
shocked
18:46
at
18:46
how
18:47
many
18:48
companies
18:48
I
18:48
go
18:48
into
18:49
and
18:49
they're
18:49
like,
18:50
oh,
18:50
we,
18:50
we
18:50
launched
18:50
this
18:51
product,
18:51
it's
18:51
not
18:52
selling,
18:52
we
18:52
don't
18:52
know
18:53
why.
18:53
And
18:53
I
18:53
said,
18:53
well,
18:53
what
18:54
problem
18:54
does
18:54
it
18:54
solve?
18:56
And
18:57
they
18:57
don't
18:57
have
18:57
a
18:57
good
18:58
answer.
18:58
Yeah.
18:59
Or
18:59
it's
18:59
like
18:59
it's
19:00
a
19:00
problem
19:00
that
19:01
one
19:01
client
19:02
had.
19:02
So
19:03
they
19:03
just
19:03
presumed
19:04
that
19:04
there
19:04
was
19:04
a
19:05
whole
19:05
market
19:05
segment
19:06
that
19:06
had
19:06
the
19:06
same
19:07
problem.
19:08
Or
19:08
it's
19:08
a
19:09
problem,
19:09
but
19:09
it's
19:09
not
19:10
very
19:10
urgent.
19:10
It's
19:11
not
19:11
something
19:11
that
19:11
they
19:11
have
19:11
to
19:12
solve
19:12
this
19:12
year
19:13
or
19:14
the
19:14
cost
19:14
of
19:14
solving
19:15
the
19:15
problem
19:15
is
19:15
really
19:16
low,
19:16
so
19:16
they're
19:16
not
19:16
going
19:17
to
19:17
dedicate
19:18
budget
19:19
towards
19:19
it.
19:20
So
19:20
that's,
19:20
that's
19:21
another
19:21
second
19:22
of
19:22
the
19:22
seven
19:22
deadly
19:23
sins.
19:23
Yeah,
19:24
it's
19:24
a
19:24
big
19:25
one.
19:25
It's
19:25
a
19:25
really
19:25
big
19:26
one.
19:26
And
19:26
it's.
19:27
I
19:27
think
19:28
I'm
19:28
not
19:29
surprised
19:29
that
19:30
a
19:30
lot
19:30
of
19:30
the
19:30
companies
19:30
you
19:31
go
19:31
into
19:31
because
19:31
if
19:32
you
19:32
really
19:32
start
19:32
to
19:33
focus
19:33
on
19:33
it,
19:33
it's
19:34
actually
19:34
really
19:34
hard
19:35
to
19:35
define.
19:36
Right.
19:36
Like
19:38
when
19:38
you
19:38
start
19:38
to
19:39
grapple
19:39
with
19:39
the
19:39
actual
19:40
words
19:40
of,
19:41
you
19:41
know,
19:42
like,
19:42
what
19:42
is
19:42
this
19:43
the
19:43
primary
19:43
problem?
19:44
And
19:44
is
19:44
that
19:44
problem
19:45
really,
19:45
really
19:46
urgent?
19:46
Is.
19:47
And
19:47
is
19:47
it
19:47
urgent
19:48
to
19:48
a
19:48
lot
19:48
of
19:48
people?
19:49
Not
19:49
just
19:49
the
19:50
one,
19:50
it's.
19:52
You
19:52
don't
19:52
really
19:53
know
19:53
till
19:53
you
19:53
start
19:53
testing
19:54
it
19:54
out.
19:54
Right.
19:55
So
19:55
you.
19:55
Do
19:56
you.
19:56
I
19:56
know
19:57
just
19:57
looking
19:57
at
19:58
one
19:58
of
19:58
the
19:58
giveaways,
19:59
you
19:59
have
19:59
this
19:59
great
19:59
assessment
20:01
on
20:02
your
20:02
website
20:03
that
20:03
you
20:03
can
20:04
download
20:04
and
20:04
use
20:04
and
20:05
you
20:05
talk
20:05
a
20:05
lot
20:06
about
20:06
really
20:07
being
20:07
in
20:07
touch
20:08
with
20:08
the
20:08
customer
20:09
from
20:09
the
20:10
very.
20:10
A
20:10
lot
20:11
getting
20:11
feedback.
20:12
Do
20:12
you
20:12
want
20:13
to
20:13
speak
20:13
a
20:13
little
20:13
bit
20:13
to
20:14
that
20:14
and
20:14
how
20:14
that's
20:15
part
20:15
of
20:15
your.
20:16
What
20:16
you
20:16
recommend?
20:17
Yeah.
20:17
So
20:18
it's
20:18
critical
20:18
to
20:18
de
20:18
risking
20:19
because
20:20
the
20:20
best
20:20
way
20:20
to
20:20
know
20:21
if
20:21
the
20:21
market
20:21
is
20:21
going
20:21
to
20:22
buy
20:22
something
20:22
is
20:22
just
20:23
to
20:23
ask
20:23
them
20:23
to
20:23
buy
20:24
it.
20:25
Right.
20:26
So
20:26
you
20:26
can,
20:27
you
20:27
know,
20:27
you
20:27
can
20:27
put
20:27
up
20:28
dummy
20:28
pages
20:28
and
20:29
see
20:29
how
20:29
many
20:29
clicks
20:29
you
20:30
get
20:30
and
20:30
how
20:30
many
20:30
people
20:30
try
20:31
to
20:31
add
20:31
things
20:31
to
20:31
their
20:32
carts.
20:32
This
20:32
is
20:32
how
20:32
a
20:32
lot
20:32
of
20:33
B2C
20:33
companies
20:34
test
20:34
product
20:35
ideas.
20:36
So
20:37
that
20:38
going
20:38
out
20:38
and
20:39
getting
20:39
market
20:39
feedback
20:40
and
20:40
asking
20:41
people
20:41
if
20:41
they
20:41
will
20:41
pay
20:42
for
20:42
this
20:42
and
20:43
do
20:43
they
20:43
want
20:43
to
20:43
be
20:43
a
20:44
beta
20:44
customer
20:44
is
20:44
one
20:45
of
20:45
the
20:45
best
20:45
ways
20:45
to
20:46
validate
20:46
an
20:46
idea
20:47
before
20:47
you
20:47
invest
20:48
7,
20:49
8
20:49
figures
20:49
in
20:50
building
20:50
a
20:50
new
20:50
product.
20:52
And
20:53
it's
20:53
also
20:53
one
20:53
of
20:54
the
20:54
best
20:54
sources
20:55
of
20:56
product
20:57
ideas.
20:57
So
20:58
we
20:58
call
20:58
it
20:59
co
20:59
Creation.
21:00
So
21:00
another
21:00
one
21:00
of
21:00
the
21:00
deadly
21:01
sins
21:01
is
21:02
developing
21:02
your
21:02
product
21:03
in
21:03
a
21:03
vacuum
21:04
and
21:04
not
21:05
bringing
21:05
in
21:05
your
21:05
customers,
21:06
your
21:06
potential
21:06
customers
21:07
into
21:08
the
21:08
development
21:09
process
21:09
and
21:10
getting
21:10
their
21:10
feedback.
21:11
And
21:11
one
21:11
of
21:12
the
21:12
reasons
21:12
why
21:12
this
21:12
is
21:13
so
21:13
hard,
21:13
especially
21:14
for
21:14
professional
21:15
services
21:15
firms,
21:16
and
21:16
I
21:16
talk
21:17
about
21:17
this
21:17
in
21:17
the
21:17
book
21:18
Fearless
21:18
that
21:18
you
21:18
mentioned,
21:19
is
21:20
that
21:20
it's
21:20
like
21:20
counter
21:21
to
21:21
their
21:21
culture
21:22
of
21:22
being
21:22
the
21:23
expert.
21:24
Yes.
21:25
Yeah,
21:26
Right.
21:26
Because,
21:27
like,
21:27
you
21:27
know,
21:27
back
21:27
to
21:27
my,
21:28
my
21:28
lawyer,
21:28
like,
21:29
I
21:29
don't
21:29
want
21:29
her
21:30
to
21:30
learn
21:30
the
21:30
law.
21:31
I
21:31
want
21:31
her
21:31
to
21:31
know
21:32
the
21:32
law.
21:32
Right.
21:33
She,
21:33
like,
21:34
that's
21:34
what
21:34
I'm
21:34
paying
21:34
her
21:35
for.
21:35
But
21:35
if
21:35
she's
21:36
going
21:36
to
21:36
put
21:36
on
21:36
her
21:36
product
21:37
development
21:37
hat,
21:38
she
21:38
has
21:38
to
21:38
put
21:38
on
21:38
her
21:39
learner
21:39
hat.
21:40
And
21:40
she
21:40
has
21:40
to
21:40
admit
21:41
that
21:41
she
21:41
doesn't
21:41
have
21:42
the
21:42
right,
21:43
you
21:43
know,
21:43
doesn't
21:44
know
21:44
the
21:44
answer.
21:44
She's
21:45
got
21:45
to
21:45
go
21:45
out
21:45
and
21:45
test
21:45
and
21:46
learn
21:46
and
21:46
maybe
21:46
be
21:46
okay
21:47
with
21:47
failure.
21:48
And
21:48
that
21:48
is
21:49
just
21:49
not
21:49
how
21:50
professional
21:50
services
21:51
firms
21:51
are
21:52
wired.
21:52
Like,
21:53
we
21:53
are
21:53
perfectionists.
21:54
We
21:54
are
21:55
experts.
21:56
We
21:57
have
21:57
a
21:57
high
21:57
bar
21:58
for
21:58
our
21:58
deliverables.
21:59
So
22:00
this
22:00
kind
22:00
of
22:01
iterative,
22:02
messy,
22:03
you
22:03
know,
22:03
we're
22:04
going
22:04
to
22:04
bring
22:04
you
22:04
along
22:04
with
22:05
our
22:05
process
22:05
and
22:06
learn
22:06
as
22:06
we
22:06
go,
22:07
is
22:07
very
22:07
uncomfortable
22:08
for
22:08
a
22:08
lot
22:08
of
22:09
people.
22:09
Yeah,
22:10
no,
22:10
that
22:10
makes
22:10
so
22:11
much
22:11
sense.
22:11
It
22:12
really
22:12
does.
22:13
My
22:13
healthcare
22:14
company,
22:14
I
22:15
had
22:15
no
22:15
issue
22:16
with
22:16
going
22:16
out
22:16
and
22:17
asking,
22:18
you
22:18
know,
22:19
our
22:19
referral
22:19
sources,
22:20
what
22:20
do
22:20
you
22:20
think
22:20
about
22:20
this?
22:21
What
22:21
do
22:21
you
22:21
think
22:21
about
22:21
that?
22:22
But
22:22
when
22:22
you
22:22
start
22:22
to
22:23
think
22:23
about
22:23
your
22:24
services,
22:25
your
22:25
professional
22:26
services
22:26
that
22:26
you
22:26
offer,
22:27
you're
22:27
supposed
22:27
to
22:27
know.
22:28
You're
22:28
supposed
22:29
to
22:29
know
22:29
what
22:29
works
22:30
and
22:30
you're
22:30
not
22:30
supposed
22:31
to
22:31
like.
22:32
It
22:32
resonates
22:33
completely.
22:34
And
22:34
so
22:35
your
22:35
book
22:35
Fearless
22:36
talks
22:36
about
22:36
this,
22:37
which
22:37
is
22:37
so
22:37
great
22:38
and
22:38
so
22:38
people
22:38
can
22:39
read
22:39
about
22:39
that
22:39
and
22:39
learn
22:40
more.
22:40
So.
22:41
So
22:42
why
22:43
is
22:43
the
22:43
successful
22:44
commercialization
22:44
of
22:45
products,
22:45
product
22:46
types,
22:46
offerings,
22:47
much
22:47
more
22:48
than
22:48
marketing
22:48
campaigns
22:49
and
22:49
training
22:49
your
22:50
sellers?
22:51
Yeah,
22:52
so
22:52
this
22:52
is
22:52
the
22:52
whole
22:52
reason
22:53
why
22:53
I
22:53
wrote
22:53
the
22:53
latest
22:54
book
22:54
Commercialize,
22:55
is
22:55
because
22:56
we
22:56
would
22:56
go
22:57
in
22:57
and
22:57
again,
22:58
we'd
22:58
get
22:58
this,
22:58
you
22:58
know,
22:59
oh,
22:59
we
22:59
created
23:00
this
23:00
data
23:00
as
23:00
a
23:00
service
23:01
product.
23:01
We
23:01
thought
23:01
all
23:01
of
23:02
our
23:02
existing
23:02
clients
23:02
would
23:03
subscribe
23:03
to
23:03
it.
23:03
No
23:03
one's
23:04
buying
23:04
it.
23:04
Like,
23:05
help
23:05
us
23:05
figure
23:05
it
23:05
out.
23:07
And
23:07
assuming,
23:09
assuming
23:09
the
23:10
big
23:10
F,
23:10
that
23:10
they
23:11
developed
23:11
a
23:11
product
23:11
that
23:11
solves
23:12
an
23:12
urgent
23:12
and
23:12
expensive
23:13
problem.
23:14
They
23:14
probably
23:14
don't
23:15
have
23:15
the
23:15
right
23:16
go
23:16
to
23:16
market
23:17
motions
23:18
in
23:18
place.
23:19
So
23:19
they
23:19
may
23:20
not
23:20
have
23:20
a
23:20
professional
23:21
sales
23:21
team.
23:21
They
23:22
may
23:22
be
23:22
selling
23:22
still
23:23
through
23:23
their
23:23
partners
23:24
or
23:24
their
23:25
consultants.
23:27
They,
23:28
you
23:28
know,
23:28
like
23:28
I
23:28
talked
23:28
about,
23:29
they
23:29
may
23:29
not,
23:29
you
23:29
know,
23:30
be
23:30
used
23:31
to
23:31
a
23:31
buying
23:32
process
23:32
where
23:33
you
23:33
have
23:33
a
23:33
technical
23:34
IT
23:34
buyer.
23:35
They
23:36
may
23:36
not
23:36
have
23:36
the
23:36
marketing
23:37
engine
23:37
set
23:37
up
23:38
to
23:38
get
23:38
the
23:38
volume
23:38
of
23:39
leads
23:39
that
23:39
you
23:39
need
23:39
for
23:40
a
23:40
lower
23:40
priced
23:41
product.
23:43
But
23:43
they
23:43
also
23:45
may
23:45
not
23:45
have
23:45
gotten
23:46
the
23:46
pricing
23:46
and
23:46
the
23:46
packaging
23:47
right
23:47
because
23:48
they're
23:48
used
23:48
to
23:49
pricing
23:49
based
23:50
on
23:50
time
23:50
and
23:50
materials.
23:51
And
23:51
so
23:51
value
23:52
based
23:52
pricing
23:53
is
23:53
much
23:53
more
23:54
nuanced
23:55
and
23:55
iterative.
23:56
Right.
23:56
So
23:56
you're
23:56
constantly
23:58
revising
23:58
as
23:58
you
23:59
learn
23:59
more
23:59
about
23:59
the
23:59
value
24:00
you're
24:00
creating.
24:02
They
24:02
may
24:02
not
24:02
have,
24:03
if
24:03
it's
24:03
a
24:03
renewable
24:04
product,
24:05
they
24:05
may
24:05
not
24:05
have
24:05
even
24:06
thought
24:06
about
24:06
customer
24:07
success.
24:08
And
24:08
how
24:09
are
24:09
we
24:09
going
24:09
to
24:10
continue
24:11
to
24:11
renew
24:11
the
24:12
product,
24:13
you
24:13
know,
24:13
month
24:13
after
24:14
month
24:14
or
24:14
year
24:14
after
24:14
year,
24:15
depending
24:15
on
24:15
what
24:15
the
24:15
contracts
24:16
are.
24:16
So
24:16
there,
24:16
there
24:17
are
24:17
a
24:17
lot
24:17
of
24:17
things
24:17
that
24:17
we
24:17
just
24:18
saw
24:18
missing
24:19
in
24:19
firms
24:20
go
24:20
to
24:20
market
24:20
motions.
24:21
And
24:23
it
24:23
was
24:24
kind
24:24
of
24:24
their
24:24
assumption,
24:25
oh,
24:25
we'll
24:25
just
24:26
create
24:26
a
24:26
one
24:26
pager
24:27
and
24:27
a
24:27
pitch
24:27
deck
24:28
and
24:28
we'll
24:28
train
24:29
our
24:29
existing
24:29
sellers,
24:30
whoever
24:30
they
24:30
are,
24:31
and
24:31
it'll
24:31
magically
24:33
sell
24:33
itself.
24:34
Doesn't
24:34
happen
24:35
that
24:35
way.
24:35
Right.
24:36
You
24:36
need
24:36
like
24:36
a
24:36
whole
24:37
other
24:37
marketing
24:37
arm,
24:38
whereas
24:38
before
24:38
your
24:39
professional
24:39
service
24:39
people
24:40
would
24:40
actually
24:40
be
24:40
your
24:41
salespeople.
24:41
You
24:42
need
24:42
like
24:42
a
24:42
whole.
24:43
Yes.
24:44
So
24:45
it
24:45
is
24:46
a
24:46
little
24:46
bit
24:46
of
24:46
a
24:46
stumbling
24:47
block,
24:47
but
24:47
one
24:47
that
24:48
certainly
24:48
people
24:48
can
24:49
overcome.
24:50
Yeah.
24:51
And
24:51
especially
24:52
so
24:53
we
24:53
tell
24:53
the
24:54
story
24:54
in
24:54
the
24:54
book
24:54
of
24:54
this
24:55
company
24:55
that
24:55
we
24:55
had.
24:56
The
24:56
pseudonym
24:56
is
24:57
Talent
24:57
Tether.
24:59
But
24:59
we
24:59
were
24:59
really
25:00
lucky
25:00
in
25:00
that
25:00
multiple
25:01
executives
25:02
from
25:02
the
25:02
company
25:02
talked
25:03
to
25:03
us
25:03
about
25:03
their
25:04
own
25:04
productization
25:05
journey.
25:06
So
25:06
they,
25:06
they
25:06
are
25:07
a
25:07
global
25:07
provider
25:07
of
25:08
outplacement
25:08
services.
25:09
And
25:10
over
25:10
the
25:10
past
25:10
eight
25:11
years
25:11
they've
25:11
been
25:12
productizing
25:13
to
25:13
create
25:13
outplacement
25:14
services
25:14
for
25:15
the
25:15
middle
25:15
market
25:16
as
25:17
well
25:17
as
25:17
to
25:17
create
25:18
new
25:18
products
25:18
like
25:18
leadership
25:19
development
25:19
products
25:20
that
25:20
can
25:20
be
25:20
used
25:21
to
25:22
develop,
25:23
you
25:23
know,
25:23
staff
25:23
who
25:24
stay
25:24
with
25:24
a
25:24
company
25:24
after
25:25
restructuring.
25:26
And
25:27
they
25:27
made
25:27
so
25:27
many
25:27
mistakes
25:28
in
25:28
terms
25:28
of
25:29
go
25:29
to
25:29
market
25:29
when
25:29
they
25:30
initially
25:30
tried
25:30
this.
25:31
They
25:31
tried
25:31
selling
25:33
the
25:34
lower
25:34
cost
25:35
services
25:35
using
25:36
the
25:36
same
25:36
high
25:37
touch
25:37
white
25:37
glove
25:38
sales
25:38
channel.
25:39
Okay.
25:39
That
25:39
didn't
25:39
work.
25:41
They
25:41
put
25:41
in
25:41
place
25:42
sales
25:42
incentives
25:43
for
25:43
the
25:44
sales
25:44
channel
25:44
that
25:45
totally
25:45
ruined
25:45
the
25:46
economics
25:46
of
25:46
the
25:47
lower
25:47
price
25:47
product
25:48
because
25:48
they
25:48
were
25:48
just
25:48
paying
25:49
out
25:49
too
25:49
much
25:49
in
25:49
commission.
25:50
Then
25:51
they
25:51
got
25:51
this
25:51
great
25:51
idea
25:52
that,
25:52
oh,
25:52
we're
25:52
going
25:52
to
25:53
try
25:53
and
25:53
sell
25:53
it
25:53
over
25:53
the
25:54
Internet,
25:54
we'll
25:54
have
25:55
E
25:55
Commerce.
25:55
Well,
25:56
nobody
25:56
knew
25:56
anything
25:57
about
25:57
E
25:57
Commerce.
25:59
So
25:59
they
25:59
had
25:59
to
25:59
go
25:59
out
26:00
and
26:00
hire
26:00
people
26:01
who
26:02
knew
26:02
how
26:02
to
26:02
sell
26:02
B2B
26:03
products
26:04
over
26:05
the
26:05
Internet.
26:06
And
26:06
they
26:07
eventually
26:07
got
26:07
it.
26:08
But
26:08
they're
26:08
like,
26:09
oh,
26:09
if
26:09
we
26:09
can
26:09
help
26:10
other
26:10
firms,
26:11
you
26:11
know,
26:11
avoid
26:11
some
26:12
of
26:12
these
26:12
mistakes
26:13
or
26:13
learn
26:13
faster
26:13
than
26:14
we
26:14
did,
26:14
that
26:14
would
26:14
be
26:14
great.
26:16
That
26:16
makes,
26:17
that's
26:17
a
26:17
great
26:18
illustrative
26:18
example
26:19
of
26:19
the
26:20
kinds
26:20
of
26:20
things,
26:20
the
26:21
ways
26:21
we
26:21
might
26:22
trip
26:22
and
26:22
fall
26:22
as
26:23
we
26:23
try
26:23
to
26:24
turn
26:24
ourselves
26:24
from
26:25
a
26:25
services
26:25
company
26:26
into
26:26
a
26:26
more
26:26
productized
26:28
organization.
26:29
And
26:29
all
26:30
the
26:30
more
26:30
reason
26:30
why,
26:31
you
26:31
know,
26:31
these
26:31
tools
26:31
that
26:32
you
26:32
have
26:32
in
26:33
fearless
26:34
and
26:35
productize
26:35
and
26:36
commercialize
26:36
are
26:37
so
26:37
valuable.
26:39
So
26:40
we
26:40
talked
26:41
a
26:41
little
26:41
bit
26:41
at
26:41
the
26:41
beginning
26:42
about
26:42
AI.
26:43
We
26:43
started
26:44
to
26:44
talk
26:44
about
26:44
that
26:45
a
26:45
little
26:45
bit.
26:45
I'm
26:46
curious
26:46
to
26:46
know
26:47
what
26:48
you're
26:48
seeing.
26:49
I
26:49
would
26:49
imagine
26:50
that
26:50
your
26:50
business
26:51
has
26:51
shifted
26:52
a
26:52
lot
26:52
since
26:53
ChatGPT
26:55
came
26:55
out
26:56
in
26:56
the
26:56
way
26:56
that
26:56
it
26:56
did.
26:57
What
26:58
opportunities
26:59
does
26:59
AI
27:00
create
27:00
for
27:01
organizations
27:02
who
27:02
want
27:02
to
27:02
productize?
27:03
Yeah,
27:04
it
27:04
creates
27:05
so
27:05
many
27:06
overwhelming.
27:07
Yeah.
27:08
And
27:08
so
27:09
the
27:09
good
27:09
thing
27:09
is
27:09
like
27:09
our
27:10
business
27:10
hasn't
27:10
changed
27:11
that
27:11
much.
27:11
I
27:11
mean,
27:12
you
27:12
still
27:12
need
27:12
to
27:13
de
27:13
risk
27:13
your
27:14
investments
27:14
in
27:14
AI.
27:15
You
27:15
know,
27:15
try
27:15
a
27:15
bunch
27:15
of
27:16
different
27:16
experiments.
27:16
You
27:17
still
27:17
need
27:17
to
27:17
make
27:17
sure
27:17
your
27:18
application
27:18
of
27:18
AI
27:19
is
27:19
actually
27:20
solving
27:20
a
27:20
customer
27:21
problem
27:21
or
27:22
an
27:22
internal
27:22
problem
27:22
that
27:23
you
27:23
might
27:23
have.
27:23
Like,
27:24
so
27:24
that
27:24
the,
27:25
the
27:25
methodology
27:26
for
27:27
coming
27:27
up
27:27
with
27:27
good
27:28
use
27:28
cases
27:28
and
27:29
investors
27:30
business
27:30
cases
27:30
for
27:31
AI
27:31
investments
27:32
is
27:32
still
27:32
the
27:32
same.
27:33
But
27:34
what
27:34
has
27:34
shifted
27:34
is
27:35
just
27:35
the
27:35
wealth
27:36
of
27:36
opportunity
27:37
that's
27:37
out
27:37
there.
27:37
So
27:38
we
27:39
kind
27:39
of
27:39
talk
27:39
about
27:39
it
27:40
in
27:41
three
27:41
different
27:41
categories.
27:42
The
27:42
first
27:42
is
27:42
just
27:43
raw
27:43
efficiency.
27:44
Like
27:45
so
27:45
what
27:46
used
27:46
to
27:46
take
27:46
a
27:46
law
27:47
for
27:47
law
27:47
firm
27:47
associates,
27:48
you
27:48
know,
27:48
hundreds
27:49
of
27:49
hours
27:49
to
27:49
do
27:50
discovery
27:50
can
27:50
now
27:50
be
27:51
done
27:51
like
27:51
that,
27:52
you
27:52
know,
27:52
using
27:52
AI
27:53
or
27:55
accounting
27:56
and
27:56
audit
27:57
firms,
27:58
you
27:58
know,
27:58
audits
27:59
time
27:59
has
27:59
been
27:59
cut
27:59
in
28:00
half.
28:01
Yeah,
28:01
so
28:02
yeah,
28:02
so
28:02
that's
28:03
great.
28:03
A
28:03
coding.
28:03
You
28:04
know,
28:04
we've
28:04
got
28:04
clients
28:04
who
28:05
are
28:05
IT
28:07
application
28:07
developers.
28:08
85%
28:09
of
28:09
their
28:09
code
28:09
base
28:09
is
28:10
now
28:10
being
28:10
written
28:10
by
28:10
AI.
28:11
I
28:11
mean
28:11
that
28:11
is
28:12
shocking.
28:13
Right?
28:14
Okay,
28:14
so
28:15
you
28:15
can
28:15
become
28:15
more
28:15
efficient
28:16
in
28:16
how
28:16
you
28:16
deliver
28:17
those.
28:18
Well
28:18
then
28:18
you
28:18
need
28:18
to
28:18
think
28:19
through.
28:19
Okay,
28:20
so
28:21
the
28:21
second
28:22
category,
28:22
how
28:22
am
28:22
I
28:23
using
28:23
AI
28:24
to
28:24
not
28:24
just
28:24
be
28:24
more
28:25
efficient,
28:26
but
28:26
to
28:26
get
28:26
access
28:27
to
28:27
new
28:27
information
28:29
that
28:29
we
28:30
didn't
28:30
previously
28:30
have
28:31
or
28:31
maybe
28:31
democratize
28:32
access
28:33
to
28:33
information
28:34
or
28:34
be
28:34
more
28:34
accurate
28:35
in
28:35
what
28:35
we're
28:36
doing.
28:36
So
28:36
it's
28:36
not
28:36
just
28:36
about
28:37
efficiency,
28:37
but
28:37
it's
28:38
improving
28:38
quality
28:39
of
28:39
what
28:40
we're
28:40
already
28:40
doing.
28:41
And
28:41
then
28:41
the
28:41
third
28:42
category
28:42
is,
28:43
okay,
28:43
we've
28:44
made
28:44
things
28:44
more
28:44
efficient,
28:45
we've
28:45
improved
28:45
the
28:45
quality,
28:46
maybe
28:46
we've
28:47
freed
28:47
up
28:47
time.
28:49
What
28:49
new
28:50
customer
28:50
problems
28:51
can
28:51
we
28:51
now
28:52
solve?
28:53
Because
28:54
our
28:54
associates,
28:55
our
28:56
mid
28:56
level
28:56
people,
28:57
aren't
28:57
spending
28:57
as
28:57
much
28:58
time
28:58
on
28:58
perhaps
28:59
some
28:59
of
28:59
the
28:59
lower
29:00
value
29:00
work
29:01
that
29:01
AI
29:01
can
29:02
now
29:02
do
29:02
for
29:02
them.
29:03
And
29:03
that's
29:03
where
29:04
the
29:04
really
29:04
exciting
29:05
opportunities
29:06
lie,
29:06
is
29:07
kind
29:07
of
29:07
thinking
29:07
about
29:07
this
29:08
as
29:08
an
29:08
engine
29:08
for
29:09
growth
29:09
and
29:09
not
29:09
just
29:10
an
29:10
engine
29:10
for
29:10
improving
29:11
efficiency
29:11
and
29:11
quality.
29:13
Oh,
29:13
I
29:13
love
29:14
that.
29:14
And
29:14
there's
29:15
so
29:15
many
29:15
different
29:15
iterations
29:16
for
29:16
how
29:16
to
29:17
do
29:17
that.
29:18
So
29:19
how
29:19
do
29:19
you
29:20
help
29:20
organizations
29:23
manage
29:23
all
29:24
of
29:24
this?
29:24
What,
29:25
what
29:25
you
29:25
know,
29:25
how
29:25
do
29:26
you
29:26
help
29:26
organizations?
29:27
What's
29:27
the
29:27
typical,
29:28
who's
29:28
your
29:29
typical
29:29
client
29:30
and
29:31
what
29:31
is
29:31
their
29:32
primary
29:32
problem?
29:33
And
29:33
then
29:33
how
29:34
do
29:34
you
29:34
engage?
29:35
What
29:35
do
29:35
you
29:35
do
29:35
with
29:35
vectorists?
29:36
Yeah,
29:37
so
29:37
we
29:37
work
29:38
specifically
29:38
with
29:38
professional
29:39
B2B
29:40
professional
29:40
services
29:40
firms.
29:41
So
29:41
that
29:41
could
29:41
be
29:41
consulting
29:42
firms,
29:42
marketing
29:43
agencies,
29:44
lawyers,
29:45
accountants,
29:47
like
29:47
I
29:47
said,
29:47
it
29:48
applications,
29:48
even
29:49
architects,
29:49
engineers,
29:50
any,
29:51
any
29:52
company
29:53
that
29:53
has
29:53
been
29:53
selling
29:54
their
29:54
expertise,
29:54
their
29:55
time
29:55
for
29:55
money
29:56
and
29:56
now
29:57
they
29:57
want
29:57
to
29:57
scale
29:58
using
29:58
this
29:58
strategy
29:59
of
29:59
productization.
30:00
So
30:01
we'll
30:01
help
30:01
them
30:01
with
30:01
three
30:02
things.
30:02
The
30:02
first
30:02
one
30:02
is
30:03
just
30:03
what
30:03
is
30:03
your
30:04
overarching
30:05
strategy
30:05
look
30:05
like?
30:06
So
30:06
getting
30:07
really
30:07
clear
30:07
on
30:07
why
30:08
are
30:08
you
30:08
doing
30:08
this,
30:08
what's
30:09
your
30:09
purpose
30:09
for
30:09
productizing
30:11
and
30:12
where,
30:13
where
30:13
might
30:13
there
30:13
be
30:14
opportunity?
30:14
So
30:14
what's
30:15
kind
30:15
of
30:15
the
30:15
landscape
30:16
of
30:16
all
30:16
the
30:16
different
30:16
ways
30:17
that
30:17
you
30:17
could.
30:17
Product
30:18
types.
30:18
So
30:18
that's
30:18
the
30:18
first
30:19
way
30:19
we'll
30:19
help.
30:20
Second
30:20
way
30:21
is
30:21
a
30:21
company
30:22
has
30:22
an
30:22
idea
30:23
and
30:23
they
30:24
want
30:24
to
30:24
de
30:24
risk
30:24
the
30:25
idea.
30:25
So
30:25
we'll
30:26
help
30:26
them
30:26
teach
30:26
how
30:27
to.
30:27
How
30:27
do
30:27
you
30:27
do
30:27
this?
30:28
Like
30:28
rapid
30:28
test
30:29
and
30:29
learn
30:30
market
30:30
testing
30:31
and
30:31
evolve
30:31
the
30:32
concept
30:32
quickly
30:33
by
30:33
getting
30:33
customer
30:34
feedback.
30:34
And
30:34
we
30:35
do
30:35
those
30:35
in
30:35
sprints
30:36
with
30:37
them
30:37
to
30:37
kind
30:37
of
30:38
really
30:38
validate
30:38
whether
30:39
or
30:39
not
30:39
an
30:39
idea
30:40
is
30:40
worthy
30:41
of
30:41
investment.
30:42
And
30:43
then
30:43
the
30:43
third
30:43
way
30:44
is
30:44
on
30:44
the
30:44
go
30:44
to
30:44
market.
30:45
So
30:45
they've
30:45
created
30:46
this
30:46
product,
30:46
maybe
30:46
they
30:47
have
30:47
a
30:47
couple
30:47
of
30:47
beta
30:48
customers
30:48
or
30:48
they
30:49
need
30:49
to
30:49
go
30:49
get
30:49
their
30:49
beta
30:49
customers
30:50
and
30:51
they're
30:51
like,
30:51
how
30:51
am
30:51
I
30:52
going
30:52
to
30:52
bring
30:52
this
30:52
to
30:52
market?
30:52
What's
30:53
my,
30:53
you
30:54
know,
30:54
who's
30:54
my
30:55
most
30:55
important
30:55
target
30:56
market
30:56
segment?
30:56
What
30:57
should
30:57
my
30:57
pricing,
30:58
my
30:58
packaging,
30:59
my
30:59
messaging,
31:00
my
31:00
sales
31:00
channel,
31:01
customer
31:02
success.
31:02
What
31:02
does
31:03
all
31:03
of
31:03
that
31:03
need
31:03
to
31:03
look
31:04
like?
31:04
And
31:04
we'll
31:04
help
31:04
them,
31:05
help
31:05
them
31:05
build
31:05
that
31:05
out.
31:06
That
31:06
is
31:06
so
31:07
cool.
31:07
And,
31:07
and
31:08
do
31:08
you
31:08
work
31:09
mostly
31:09
with
31:10
established
31:11
firms
31:11
or
31:11
are
31:12
you
31:12
working
31:12
with
31:13
startups
31:13
like
31:14
tell
31:14
us
31:15
a
31:15
little
31:15
more
31:15
about
31:15
the
31:16
particular
31:16
customer
31:17
that
31:17
you
31:18
typically
31:18
work
31:18
with.
31:19
Yeah,
31:19
so
31:19
we're
31:19
mostly
31:20
working
31:20
with
31:20
established
31:21
firms
31:21
who
31:21
already
31:22
have
31:22
kind
31:22
of
31:22
legacy
31:24
services.
31:25
Yes.
31:27
You
31:27
know,
31:27
revenue
31:28
and
31:29
legacy
31:30
services
31:30
go
31:31
to
31:31
market
31:31
motions.
31:32
So
31:33
they're
31:33
really
31:33
trying
31:34
to
31:34
do
31:34
a
31:34
change.
31:35
I
31:35
mean
31:35
the
31:35
nice
31:35
thing
31:35
is
31:36
for
31:36
startups
31:36
like
31:37
you
31:37
don't
31:37
have
31:38
any
31:38
of
31:38
the
31:38
baggage
31:39
of
31:39
a
31:39
services
31:40
environment.
31:41
So
31:42
it's
31:42
a
31:42
lot
31:43
easier
31:43
to
31:43
do
31:43
this,
31:44
it's
31:44
trickier.
31:45
And
31:45
that's
31:45
one
31:46
of
31:46
the
31:46
things
31:46
that
31:46
I
31:46
think
31:46
makes
31:47
us
31:47
unique
31:48
is
31:48
we're
31:48
so
31:48
deep
31:49
in
31:49
how
31:49
do
31:49
you
31:49
do
31:50
this
31:50
As
31:50
a
31:51
legacy
31:52
professional
31:53
services
31:53
firm
31:54
that
31:54
doesn't
31:55
have
31:55
the
31:55
Culture,
31:56
the
31:57
processes
31:58
in
31:58
place,
31:59
perhaps
31:59
the
32:00
capabilities
32:00
to
32:01
do
32:01
this
32:01
on
32:02
your
32:02
own.
32:03
Awesome.
32:04
Awesome.
32:05
So
32:06
what
32:06
would
32:06
be
32:07
some
32:07
final
32:07
pearls
32:08
of
32:08
wisdom
32:09
that
32:09
you
32:10
would
32:10
like
32:10
to
32:11
share
32:11
with
32:11
our
32:12
women
32:13
founders
32:13
who
32:14
are
32:14
seeking
32:14
to
32:14
grow
32:15
their
32:15
product
32:16
or
32:16
services
32:16
companies?
32:17
Yeah,
32:18
so
32:18
the
32:18
first
32:18
one
32:19
is
32:19
to
32:19
take
32:19
the
32:19
leap.
32:20
And
32:21
I
32:21
talk
32:21
about
32:21
this,
32:22
I
32:22
think
32:22
both
32:22
in
32:23
productize
32:23
and
32:23
in
32:23
Fearless,
32:25
which
32:25
is,
32:26
you
32:26
know,
32:27
so
32:27
often
32:28
we're
32:28
held
32:28
back
32:29
in
32:29
doing
32:30
things
32:30
that
32:30
can
32:30
help
32:30
us
32:30
grow
32:31
more
32:31
effectively.
32:32
You
32:32
know,
32:32
taking
32:32
that
32:33
leap
32:33
to
32:33
entrepreneurialism,
32:34
taking
32:34
that
32:35
leap
32:35
to
32:35
ask
32:35
for
32:35
that
32:36
promotion
32:37
because
32:37
we're
32:37
afraid.
32:39
And
32:40
there
32:40
are
32:40
ways
32:40
to
32:40
de
32:41
risk
32:42
again,
32:43
you
32:43
know,
32:43
the
32:44
chance
32:44
that
32:44
we
32:44
might
32:45
fail.
32:45
But
32:45
at
32:45
the
32:46
end
32:46
of
32:46
the
32:46
day,
32:46
we
32:46
just
32:47
have
32:47
to
32:47
kind
32:47
of
32:47
trust
32:47
our
32:47
gut
32:48
and
32:48
take
32:48
that
32:49
leap.
32:50
Understanding
32:51
that,
32:51
you
32:51
know,
32:51
most
32:52
failures
32:53
people
32:53
can
32:53
bounce
32:53
back
32:54
from.
32:54
So
32:55
that's,
32:56
you
32:56
know,
32:57
just
32:57
wisdom
32:58
I
32:58
try
32:58
to
32:58
impart
32:59
with
32:59
my
32:59
clients
32:59
is
33:00
like,
33:00
look,
33:00
we
33:00
can
33:00
test
33:01
this
33:01
and
33:01
we
33:01
can
33:01
maybe
33:01
get
33:02
50
33:02
to
33:02
60%
33:03
confidence
33:03
level.
33:03
This
33:04
will
33:04
say
33:04
succeed,
33:04
but
33:04
at
33:04
some
33:05
point,
33:05
you
33:05
just
33:05
have
33:05
to
33:05
take
33:05
the
33:06
leap
33:07
and
33:07
put
33:07
it
33:07
out
33:08
there
33:08
and
33:08
see
33:08
what
33:09
happens.
33:09
And
33:10
I
33:10
think
33:10
the
33:10
same
33:10
is
33:10
true
33:11
for
33:11
women
33:11
who
33:11
are
33:11
on
33:11
an
33:12
entrepreneurial
33:12
journey.
33:13
I
33:14
think
33:14
that's
33:14
great
33:14
advice.
33:15
And
33:16
what's
33:16
your
33:16
future
33:17
look
33:17
like?
33:18
You've
33:18
just
33:18
had
33:18
this
33:18
beautiful
33:19
book
33:19
come
33:19
out.
33:20
Like,
33:20
what
33:20
else
33:20
is
33:20
going
33:21
on
33:21
for
33:21
you?
33:21
What
33:22
are
33:22
you
33:22
looking
33:22
forward
33:23
to?
33:23
What's
33:24
on
33:24
your
33:24
horizon,
33:25
your
33:25
wish
33:25
list,
33:26
your
33:26
dream
33:26
list?
33:27
Yeah,
33:27
that's
33:27
a
33:28
great
33:28
question.
33:28
So,
33:29
as
33:29
you
33:30
mentioned,
33:30
I'm
33:30
now
33:31
executive
33:31
chairman,
33:32
so
33:32
I
33:32
am
33:33
partially
33:33
retired.
33:35
Yes.
33:37
And
33:38
my
33:39
employment
33:39
status
33:40
will
33:40
continue
33:40
to
33:41
kind
33:41
of
33:41
wind
33:41
down
33:42
in
33:43
part
33:43
because
33:43
we
33:43
now
33:44
have
33:44
professional
33:44
managers
33:45
for
33:46
vectors,
33:47
which
33:47
is
33:47
great.
33:49
But
33:49
my
33:50
goal
33:50
is
33:51
eventually
33:51
to
33:52
no
33:52
longer
33:53
be
33:53
an
33:53
employee,
33:54
perhaps
33:55
still
33:55
be
33:55
an
33:55
owner,
33:57
but
33:57
not
33:57
be
33:58
in
33:58
the
33:58
day
33:58
to
33:58
day
33:59
anymore.
33:59
And
33:59
then
34:01
the
34:02
mountain
34:02
climbing
34:02
that
34:03
I
34:03
talked
34:03
about.
34:03
So
34:03
I
34:04
did
34:04
Kilimanjaro
34:05
first,
34:05
which,
34:06
honestly,
34:06
you
34:07
could
34:07
totally
34:07
do
34:07
it.
34:07
It
34:08
is
34:08
just
34:08
a
34:08
hike
34:08
up
34:09
a
34:09
really
34:09
tall
34:10
mountain.
34:10
There's
34:11
no
34:11
technical
34:11
skills
34:12
required.
34:13
Yeah.
34:13
You
34:14
do
34:14
have
34:14
to
34:14
get
34:14
used
34:14
to
34:14
the
34:15
altitude,
34:15
I'm
34:16
told.
34:16
Yes.
34:17
But
34:17
there's.
34:17
There's
34:17
also
34:18
no
34:18
way
34:18
to
34:18
know
34:19
how
34:20
because
34:20
you
34:20
could
34:20
be
34:21
really
34:21
physically
34:21
fit
34:22
and
34:22
still
34:22
have.
34:22
You
34:22
could
34:22
still.
34:23
Yeah,
34:23
exactly.
34:24
So
34:24
I
34:25
ended
34:25
up
34:25
taking
34:26
Diamox,
34:27
which
34:27
some
34:27
people
34:27
are
34:27
like,
34:28
that's
34:28
kind
34:28
of
34:28
cheating.
34:29
I'm
34:29
like,
34:29
whatever.
34:30
It's
34:30
not
34:30
cheating.
34:31
It's.
34:31
It's
34:31
a
34:32
medication
34:32
that
34:32
a
34:32
lot
34:32
of
34:33
climbers
34:33
take.
34:33
And
34:34
I
34:34
had
34:34
no
34:34
issues
34:35
with
34:35
the
34:35
altitude.
34:36
The
34:36
hardest
34:37
part
34:37
of
34:37
my
34:37
Kilimanjaro
34:38
climb
34:38
was
34:39
coming
34:39
down.
34:40
Interesting.
34:41
Yeah.
34:41
Because
34:41
it's
34:42
kind
34:42
of
34:42
hard
34:42
on
34:42
your
34:42
knees,
34:43
especially
34:43
after
34:43
a
34:43
certain
34:44
age.
34:45
So
34:45
that
34:46
was
34:46
the
34:46
hardest
34:46
part.
34:46
And
34:47
then
34:47
last
34:47
summer,
34:47
I
34:47
tried
34:48
my
34:48
first
34:48
technical
34:49
climb.
34:49
So
34:49
I
34:49
did
34:49
Mount
34:50
Baker
34:50
in
34:50
the
34:50
Cascades
34:51
with
34:51
my
34:51
brother,
34:53
and
34:53
that's
34:53
on
34:53
Glacier,
34:54
you
34:54
know,
34:55
with
34:55
the.
34:55
You're
34:56
roped
34:56
in,
34:56
you've
34:57
got
34:57
the
34:57
crampons,
34:57
ice
34:58
ax,
34:58
all
34:58
of
34:58
that.
34:59
And
34:59
that
34:59
went
35:00
really
35:00
well
35:00
and
35:01
we
35:01
liked
35:01
it.
35:01
So
35:02
this
35:02
coming
35:02
summer,
35:03
we're
35:03
going
35:03
to
35:03
do
35:03
Rainier
35:05
also
35:05
in
35:05
Washington
35:06
state
35:06
together.
35:07
And
35:07
then.
35:07
And
35:08
then
35:08
we'll
35:08
see
35:08
what
35:08
happens
35:09
after
35:09
that.
35:10
Isn't
35:10
that
35:11
cool?
35:11
Oh,
35:12
my
35:12
goodness.
35:12
I
35:12
just
35:13
love.
35:13
Okay,
35:13
so
35:14
you've
35:15
got
35:15
a
35:15
bright
35:15
future.
35:16
This
35:16
is
35:16
one
35:17
of
35:17
the
35:17
things
35:17
it's
35:17
like,
35:17
if
35:18
you
35:18
decide
35:19
to
35:19
productize
35:20
your
35:20
business,
35:21
the
35:21
opportunity
35:22
for
35:22
you
35:22
to
35:22
step
35:23
back
35:23
and
35:23
be
35:24
the,
35:24
you
35:25
know,
35:25
an
35:26
executive
35:26
chairman
35:27
rather
35:27
than
35:27
a
35:27
CEO
35:28
is
35:29
there.
35:29
And,
35:30
you
35:30
know,
35:30
and
35:30
also
35:31
not
35:31
probably
35:31
the
35:31
one
35:32
who's
35:32
making
35:33
every
35:33
single
35:33
decision
35:34
every
35:34
day,
35:34
all
35:34
the
35:35
time.
35:35
You
35:35
have
35:35
a
35:36
team
35:36
that's
35:36
in
35:36
place,
35:37
companies
35:38
generating
35:39
prosperity.
35:41
And
35:41
now
35:41
you
35:41
get
35:42
to
35:42
decide,
35:42
are
35:42
you
35:43
going
35:43
to
35:43
write
35:43
books,
35:44
Are
35:44
you
35:44
going
35:44
to
35:45
speak?
35:45
Are
35:46
you
35:46
going
35:46
to,
35:47
you
35:47
know,
35:47
just
35:48
work
35:48
with
35:48
a
35:48
couple
35:48
of
35:48
clients?
35:49
It's
35:49
totally
35:49
up
35:49
to
35:50
you.
35:50
It's
35:51
totally
35:51
up
35:51
to
35:51
you.
35:52
Maybe
35:52
you
35:52
want
35:52
to
35:53
invest
35:54
in
35:54
other
35:55
ventures
35:55
or
35:55
you
35:56
can
35:56
do
35:56
whatever
35:57
charity.
35:58
Or
35:58
go
35:58
mountain
35:59
climbing.
35:59
Right?
36:00
Exactly.
36:00
Yes.
36:01
Yes.
36:01
Whatever
36:02
your
36:02
heart
36:02
desires,
36:03
Coco.
36:03
Yes,
36:04
right.
36:04
Whatever
36:05
your
36:05
heart
36:05
desires.
36:06
I
36:06
think
36:07
that's
36:07
great.
36:07
And
36:08
how
36:08
inspiring
36:09
for.
36:10
For
36:10
all
36:10
of
36:10
us
36:11
to
36:11
see
36:12
what's
36:12
possible
36:12
for
36:13
us
36:13
as
36:13
we,
36:14
you
36:14
know,
36:15
this
36:15
is
36:15
the
36:15
reason
36:16
we
36:16
went
36:16
on
36:16
this
36:16
entrepreneurial
36:17
journey,
36:18
after
36:18
all.
36:19
Right.
36:19
Is
36:19
so
36:19
that
36:20
we
36:20
could
36:20
make
36:20
our
36:21
lives
36:21
better
36:21
and
36:22
those
36:22
we
36:23
serve.
36:23
And
36:23
so
36:25
I'm
36:25
just
36:26
so
36:26
excited
36:26
for
36:26
you.
36:27
I'm
36:27
not
36:27
a
36:27
climber.
36:28
I'm
36:28
a
36:28
walker.
36:29
I'm
36:29
a.
36:29
I'm
36:30
a
36:30
Camino
36:31
de
36:31
Santiago,
36:32
kind
36:32
of.
36:33
I
36:34
like
36:34
to
36:34
long,
36:35
long,
36:35
long
36:35
walks
36:36
alone.
36:37
It's
36:37
my
36:37
favorite
36:38
thing
36:38
in
36:38
the
36:39
world
36:39
that.
36:40
So
36:41
how
36:41
can
36:41
listeners
36:42
learn
36:42
more
36:42
about
36:43
you,
36:43
Aisha,
36:44
and
36:45
really,
36:46
like,
36:47
how
36:47
can
36:47
they
36:48
get
36:48
in
36:48
touch
36:48
and
36:48
receive
36:49
more
36:49
of
36:49
your
36:49
wisdom?
36:50
Obviously,
36:50
you
36:51
need
36:51
to
36:51
buy
36:51
the
36:52
book.
36:53
Of
36:54
course.
36:54
Yeah.
36:54
So
36:54
my
36:54
book
36:55
ties.
36:55
Yeah.
36:56
Amazon,
36:57
Apple
36:57
Books,
36:58
Barnes
36:58
and
36:58
Noble,
36:59
wherever
36:59
books
36:59
are
37:00
sold.
37:02
Our
37:03
company
37:04
website
37:04
is
37:04
vectorist.com
37:06
that's
37:06
V
37:06
C
37:07
T
37:08
R
37:08
I
37:08
S
37:09
dot
37:09
com.
37:10
And
37:11
as
37:11
you
37:11
mentioned,
37:11
we
37:12
have
37:12
a
37:12
free
37:12
assessment
37:13
that
37:14
people
37:14
can
37:14
take
37:14
to
37:15
kind
37:15
of
37:15
understand
37:15
their
37:15
maturity
37:16
and
37:17
where
37:17
they
37:17
might
37:17
have
37:17
capability,
37:18
gaps
37:18
in
37:19
productizing.
37:21
And
37:21
there's
37:22
lots
37:22
of
37:22
tools
37:22
that
37:22
you
37:23
can
37:23
download
37:23
for
37:23
free
37:24
and
37:24
a
37:24
blog
37:24
and
37:25
great
37:25
goodies
37:26
like
37:26
that.
37:26
And
37:27
then
37:27
I
37:27
love
37:27
to
37:27
connect
37:28
with
37:28
people
37:28
on
37:28
LinkedIn.
37:29
So
37:30
if
37:30
somebody
37:30
reaches
37:31
out
37:31
and
37:31
they
37:31
said
37:31
they
37:32
heard
37:32
me
37:32
on
37:32
this
37:32
podcast,
37:33
I
37:33
will
37:34
totally
37:34
connect
37:34
with
37:34
them
37:36
and
37:36
you
37:37
know,
37:37
happy
37:37
to
37:37
swap
37:38
messages,
37:38
whatever
37:38
is
37:39
useful.
37:40
I
37:40
think
37:40
that's
37:41
great.
37:41
It's,
37:42
it's
37:42
such
37:42
a
37:43
pleasure
37:43
to
37:43
be
37:43
with
37:43
you,
37:44
Aisha,
37:44
and
37:45
I'm
37:45
so
37:45
excited
37:45
for
37:46
you
37:46
and
37:46
your
37:46
success
37:47
and
37:48
I
37:49
really,
37:49
from
37:49
the
37:50
bottom
37:50
of
37:50
my
37:50
heart,
37:50
appreciate
37:51
you
37:51
taking
37:51
the
37:51
time
37:52
to
37:52
connect
37:52
with
37:52
us.
37:54
You've
37:54
illuminated
37:55
for
37:55
us
37:56
a
37:56
path
37:56
that
37:56
we
37:57
can
37:57
all
37:57
follow
37:58
and
37:58
that
37:59
brings
37:59
the
38:00
opportunity
38:00
for
38:01
growth
38:01
and
38:01
prosperity
38:02
for
38:02
women
38:02
led
38:03
enterprises.
38:04
And
38:04
I
38:05
personally
38:05
and
38:05
all
38:05
of
38:05
our
38:06
listeners,
38:06
we
38:07
value
38:07
you
38:08
and
38:08
your
38:08
experience
38:09
and
38:09
your
38:09
wisdom.
38:10
Oh
38:11
thank
38:11
you.
38:11
It's
38:11
great
38:11
to
38:12
be
38:12
here.
38:12
Yes.
38:13
It's
38:14
really
38:14
great
38:14
to
38:14
be
38:14
with
38:14
you.
38:15
So
38:15
for
38:15
those
38:16
listening
38:16
in
38:16
today,
38:17
be
38:17
sure
38:18
you
38:18
go
38:18
to
38:19
commercializebook.com
38:21
and
38:22
get
38:22
the
38:22
free
38:23
offerings
38:23
there.
38:24
There's
38:24
a
38:24
whole
38:24
bunch
38:25
of
38:25
stuff
38:25
and
38:26
one
38:26
of
38:26
the
38:26
things
38:26
that
38:27
you'll
38:27
get
38:27
when
38:27
you
38:28
download
38:29
is
38:29
you'll
38:30
get
38:30
this
38:30
assessment
38:31
and
38:32
you'll
38:32
just
38:32
by
38:32
reading
38:33
it,
38:33
you're
38:33
going
38:33
to
38:33
learn
38:34
all
38:34
the
38:34
things
38:35
that
38:36
would
38:36
be
38:36
a
38:36
good
38:37
idea
38:37
to
38:37
be
38:37
doing
38:38
if
38:38
you
38:38
are
38:38
productizing
38:39
your
38:39
business.
38:40
And
38:40
I
38:40
would
38:40
say
38:41
if
38:41
you
38:41
have
38:41
a
38:41
product
38:41
based
38:42
business,
38:42
it's
38:43
still
38:43
really
38:44
valuable.
38:44
Like
38:45
if
38:45
you're
38:45
not
38:45
a
38:45
service
38:46
based
38:46
business,
38:47
it
38:47
applies
38:48
for
38:48
that
38:48
as
38:48
well.
38:49
So
38:50
check
38:50
that
38:50
out.
38:50
Go
38:51
to
38:51
Vectors
38:52
and
38:52
you'll
38:52
find
38:52
all
38:52
the
38:53
links
38:53
in
38:53
the
38:53
show
38:54
notes
38:54
below.
38:55
And
38:55
if
38:55
you're
38:55
listening
38:56
in
38:56
today
38:57
and
38:57
you
38:57
enjoyed
38:58
our
38:58
time
38:58
together,
38:59
please
38:59
be
38:59
sure
39:00
to
39:00
follow
39:00
like
39:01
and
39:01
share
39:02
this
39:02
episode
39:03
and
39:04
our
39:04
show
39:04
the
39:05
Wisdom
39:05
of
39:05
Women
39:05
show
39:06
on
39:06
whatever
39:07
your
39:07
favorite
39:07
listening
39:08
reviewing
39:08
platform
39:09
you
39:09
happen
39:09
to
39:09
prefer
39:10
and
39:11
to
39:12
to
39:12
infuse
39:12
more
39:13
of
39:13
your
39:13
wisdom
39:14
into
39:14
your
39:14
business.
39:15
Take
39:15
the
39:15
Growth
39:16
Readiness
39:17
quiz
39:17
at
39:17
a
39:17
ForceForGood
39:18
biz
39:19
quiz
39:20
and
39:20
uncover
39:21
where
39:21
your
39:22
insight
39:22
is
39:22
needed
39:23
most.
39:23
The
39:24
world
39:24
is
39:24
made
39:24
better
39:25
by
39:25
Women
39:26
led
39:26
Business.
39:27
Let's
39:27
go
39:28
make
39:28
the
39:28
world
39:29
a
39:29
better
39:29
place.
39:31
Thank
39:31
you.
39:33
Is
39:34
your
39:34
business
39:35
ready
39:35
to
39:36
accelerate?
39:37
Take
39:37
the
39:37
Business
39:38
Acceleration
39:39
Readiness
39:39
Assessment
39:40
today
39:40
and
39:41
find
39:41
out
39:41
now
39:42
at
39:43
www.A
39:45
ForceForGood
39:47
Biz
39:49
Quiz.
39:51
Take
39:51
the
39:51
five
39:52
minute
39:52
assessment
39:53
and
39:53
you
39:53
will
39:53
receive
39:54
an
39:54
instant
39:54
response
39:55
on
39:56
the
39:56
four
39:56
essential
39:57
areas
39:58
of
39:58
alignment
39:58
needed
39:59
for
39:59
business
40:00
growth.
40:00
You
40:01
will
40:01
also
40:02
receive
40:02
four
40:03
free
40:03
tools
40:04
specific
40:05
to
40:05
your
40:06
situation
40:07
to
40:07
help
40:07
you
40:08
and
40:08
your
40:08
team
40:09
accelerate
40:09
success
40:10
right
40:11
away.
40:12
Go
40:13
to
40:13
www.aforceforgood.biz
40:20
quiz
40:21
and
40:21
find
40:22
out
40:22
what
40:22
you
40:23
can
40:23
do
40:24
to
40:24
accelerate
40:25
impact,
40:26
scale
40:27
and
40:27
profit
40:28
today.