Latest / Aggressively Human: For experts choosing expansion over extraction. / The secret to becoming referable

Transcript

The secret to becoming referable · Aggressively Human: For experts choosing expansion over extraction.

• 0:02
  SPEAKER_00: Welcome to the Aggressively Human Podcast,
• 0:04
  SPEAKER_00: where having something to say makes saying something a whole lot easier.
• 0:08
  SPEAKER_00: I'm your co-host, Jessica Lackey.
• 0:12
  SPEAKER_00: And I'm Meg Casebolt.
• 0:12
  SPEAKER_00: And today we're talking about why we need to lead with a reputation and a network
• 0:19
  SPEAKER_00: and authority before we start to do a lot of cold outreach or outreach at all.
• 0:25
  SPEAKER_00: So Meg, do you remember when we had this conversation start?
• 0:32
  SPEAKER_00: Are you asking me because you don't remember or are you trying to set me up?
• 0:35
  SPEAKER_00: No, I'm asking because we were like,
• 0:37
  SPEAKER_00: look at this and I'm like,
• 0:39
  SPEAKER_00: I know this was pre-break,
• 0:40
  SPEAKER_00: but I don't remember in the context of why we started with this topic.
• 0:46
  SPEAKER_01: I think there were several factors that sort of came into this topic.
• 0:50
  SPEAKER_01: If it helps to refresh your memory and sets up the episode to the premise.
• 0:53
  SPEAKER_01: Whee!
• 0:55
  SPEAKER_01: I think it was a combination of several things.
• 0:57
  SPEAKER_01: One is you were launching relationship rhythms and seeing
• 1:01
  SPEAKER_01: that there was some feedback from the people who were going through this program
• 1:05
  SPEAKER_01: and saying, like,
• 1:05
  SPEAKER_01: I want to reach out to people,
• 1:06
  SPEAKER_01: but I don't always know what to say or how to make myself stand apart.
• 1:11
  SPEAKER_01: I think that was one of them.
• 1:12
  SPEAKER_01: I think another one is at the time I was running my signal program, which has a component.
• 1:17
  SPEAKER_01: I teach the word Beacons.
• 1:20
  SPEAKER_01: And the letter A is the last one in it.
• 1:22
  SPEAKER_01: So it should really, it should be Benkoa, but that's just not how it plays out.
• 1:26
  SPEAKER_01: But authority is one of those words that shows up for me and shows up,
• 1:31
  SPEAKER_01: oh my God,
• 1:31
  SPEAKER_01: it shows up all the time in any sort of AI discoverability SEO conversations.
• 1:36
  SPEAKER_01: What's your domain authority?
• 1:37
  SPEAKER_01: And what's your topical authority?
• 1:38
  SPEAKER_01: And what's your semantic authority?
• 1:39
  SPEAKER_01: And what's your epistemic authority?
• 1:41
  SPEAKER_01: And authority is one of those overwrought, overused terms in the industry.
• 1:45
  SPEAKER_01: But a huge part of what your authority signal is, is who else is talking about you.
• 1:51
  SPEAKER_01: And so there's a component of what I teach that is using your relationships
• 1:57
  SPEAKER_01: to build collaborations so that you can cross promote
• 2:02
  SPEAKER_01: and cross support other people.
• 2:04
  SPEAKER_01: But sometimes you do have to do some outreach in order to get that to work.
• 2:08
  SPEAKER_01: And in order to get people to take you seriously,
• 2:10
  SPEAKER_01: you have to have a point of view and a perspective and something that you want
• 2:12
  SPEAKER_01: to talk about.
• 2:13
  SPEAKER_01: And you and I were talking about that offline.
• 2:15
  SPEAKER_01: I think that you and I also get a lot of cold pitches to our inbox,
• 2:20
  SPEAKER_01: both individually and for this podcast,
• 2:24
  SPEAKER_01: that do not have either an existing relationship with us or anything interesting
• 2:30
  SPEAKER_01: that feels new or nuanced from what we are already seeing in the marketplace.
• 2:34
  SPEAKER_01: And therefore,
• 2:35
  SPEAKER_01: it's very easy to not even say no to,
• 2:37
  SPEAKER_01: but just like ignore,
• 2:40
  SPEAKER_01: which is Sometimes makes me feel a little shitty as the recipient of the email,
• 2:45
  SPEAKER_01: knowing that I'm not going to reply to the email,
• 2:47
  SPEAKER_01: but also I can tell that those emails are auto-generated, AI-generated.
• 2:52
  SPEAKER_01: They literally say, like,
• 2:55
  SPEAKER_01: I loved your most recent episode of Aggressively Human,
• 2:58
  SPEAKER_01: colon, how to, you know, it has like a whole tagline in it.
• 3:01
  SPEAKER_01: Like, there's nothing about it that feels...
• 3:04
  SPEAKER_01: Personalized or like they give a shit about us or like they have listened to anything.
• 3:11
  SPEAKER_01: And I actually just went on a book marketing podcast with somebody who said
• 3:17
  SPEAKER_01: that they used to say to their podcasters that if somebody like pitches you in
• 3:24
  SPEAKER_01: the inbox and says in your most recent episode,
• 3:26
  SPEAKER_01: you said this, then that would be an indicator that they listened.
• 3:31
  SPEAKER_01: And that's no longer the case.
• 3:33
  SPEAKER_01: It's an indicator that they had an AI bot that scraped through your show notes
• 3:39
  SPEAKER_01: and read something interesting and pulled it out and said that.
• 3:42
  SPEAKER_01: So I think part of the reason that we wanted to have this conversation is
• 3:46
  SPEAKER_01: that we are getting so much thrown at us.
• 3:49
  SPEAKER_01: We are getting so much outreach to us that is either...
• 3:57
  SPEAKER_01: So completely AI generated that it feels like they don't even know who we are at all.
• 4:00
  SPEAKER_01: It's just a spray and pray or that it doesn't tap into the existing relationships
• 4:07
  SPEAKER_01: that we already have or the existing reputation that we can create or
• 4:11
  SPEAKER_01: the perspective that we're trying to generate that would make it interesting enough
• 4:15
  SPEAKER_01: that we want to engage with that outreach.
• 4:18
  SPEAKER_01: And I'm not saying this specifically to anybody who has reached out to us
• 4:21
  SPEAKER_01: because chances are if you're a listener to the podcast and you've reached out
• 4:24
  SPEAKER_01: to us, we have actually written back to you.
• 4:27
  SPEAKER_01: If you have something you need to say and probably chances are you're on one
• 4:31
  SPEAKER_01: of our email lists and you're applying to that email and therefore we know
• 4:34
  SPEAKER_01: that you're engaged with us in some way versus just like,
• 4:39
  SPEAKER_01: Jessica, let me insert field here.
• 4:44
  SPEAKER_01: Having that sort of outreach strategy that is based on first and foremost,
• 4:50
  SPEAKER_01: both your perspective and human connection.
• 4:54
  SPEAKER_01: I think we're both just sort of a little bit downhearted, disheartened, downtrodden.
• 5:00
  SPEAKER_01: But now it's downhearted, by the way.
• 5:01
  SPEAKER_01: Disheartened and downtrodden now becomes downhearted about what we're seeing.
• 5:06
  SPEAKER_01: And we want to talk about how to really think about this differently.
• 5:09
  SPEAKER_01: Did I summarize our conversation well enough?
• 5:13
  SPEAKER_00: It's interesting.
• 5:14
  SPEAKER_00: So, like,
• 5:14
  SPEAKER_00: as you were talking about this, I'm, like,
• 5:16
  SPEAKER_00: flashing back to, again,
• 5:18
  SPEAKER_00: one of the things we talked about with
• 5:19
  SPEAKER_00: the relationship rhythms is there's this interesting...
• 5:23
  SPEAKER_00: Chicken and the egg problem.
• 5:25
  SPEAKER_00: Okay, this is Jessica's point of view.
• 5:28
  SPEAKER_00: So it's like,
• 5:30
  SPEAKER_00: in order to do outreach,
• 5:32
  SPEAKER_00: you need to know who you're doing outreach to and you need to have a network
• 5:37
  SPEAKER_00: of some sort.
• 5:38
  SPEAKER_00: You need to have something to say when you walk in the room.
• 5:40
  SPEAKER_00: However,
• 5:40
  SPEAKER_00: in order to have something to say,
• 5:43
  SPEAKER_00: you need to talk to people to refine a point of view.
• 5:47
  SPEAKER_00: But because you don't necessarily know exactly who it is you're talking to
• 5:50
  SPEAKER_00: or have something that's like uniquely yours and distinct, You don't talk to people.
• 5:56
  SPEAKER_00: You talk to your AI bot.
• 5:57
  SPEAKER_00: Then you go, you kind of go around the circle.
• 5:59
  SPEAKER_00: It's like,
• 6:00
  SPEAKER_00: you need,
• 6:00
  SPEAKER_00: it's like,
• 6:00
  SPEAKER_00: you know,
• 6:01
  SPEAKER_00: that were you ever,
• 6:02
  SPEAKER_00: you don't, you never worked like traditional corporate, like big corporate.
• 6:06
  SPEAKER_00: So it's kind of like the,
• 6:07
  SPEAKER_00: how do you get a manager job when the requirement to have a manager job,
• 6:11
  SPEAKER_00: a people manager job is that you've managed people before,
• 6:16
  SPEAKER_00: but you can't get the job to manage people unless you've been a people manager
• 6:21
  SPEAKER_00: to get, like, it's like that cycle.
• 6:22
  SPEAKER_00: So it's like,
• 6:23
  SPEAKER_00: You have to, like,
• 6:25
  SPEAKER_00: there's this interesting, like,
• 6:27
  SPEAKER_00: getting out of the chicken and the egg of,
• 6:28
  SPEAKER_00: like, in order to have a point of view, you need to run it by people.
• 6:31
  SPEAKER_00: But in order to have people to run it by to,
• 6:33
  SPEAKER_00: you need to have a network that knows who to call you.
• 6:36
  SPEAKER_00: So you end up in this, like, hella awkward.
• 6:40
  SPEAKER_00: It's so awkward.
• 6:41
  SPEAKER_00: Like, that getting the cycle started of having something unique enough to say,
• 6:45
  SPEAKER_00: to get you in the room with the people, to have the, it's so awkward.
• 6:51
  SPEAKER_00: And I think that's like one of the things like we wanted to talk about is like,
• 6:55
  SPEAKER_00: how do you do that?
• 6:58
  SPEAKER_00: When you're like, I don't know what's interesting about me.
• 7:01
  SPEAKER_00: I haven't talked to enough people about it.
• 7:03
  SPEAKER_01: We had an episode a while back about the expert's paradox
• 7:06
  SPEAKER_01: where it's like you don't know the things that you do differently
• 7:10
  SPEAKER_01: because you just do them.
• 7:13
  SPEAKER_01: And it's not until you sort of think through what Oh, I am actually an expert.
• 7:18
  SPEAKER_01: Here's how I explain it differently.
• 7:20
  SPEAKER_01: Here's how I disagree with my industry.
• 7:22
  SPEAKER_01: Here's all of these different pieces and components of what my approach is
• 7:27
  SPEAKER_01: that you realize the differentiating factors.
• 7:30
  SPEAKER_01: But until you have enough conversations to say,
• 7:33
  SPEAKER_01: oh, here's what other people are complaining about.
• 7:35
  SPEAKER_01: Here's what the norm is.
• 7:38
  SPEAKER_01: Here's how I'm different from these people.
• 7:40
  SPEAKER_01: Like you need to be in the room to know where you fit in the room and getting into the room.
• 7:46
  SPEAKER_01: Requires an invitation that requires you to be different from the people in the room.
• 7:51
  SPEAKER_01: Or the same as the people in the room sometimes, right?
• 7:53
  SPEAKER_01: A lot of rooms, they just want people who sound and look and act like them.
• 7:57
  SPEAKER_01: But then you're just another person who fits in that room.
• 8:02
  SPEAKER_01: And so how do you make a connection with somebody who has all the same perspectives as you?
• 8:06
  SPEAKER_00: Yeah, someone, I was having a conversation with someone about like sort of being referable.
• 8:11
  SPEAKER_00: And I'm like, this is what it requires to be referable in my mind.
• 8:15
  SPEAKER_00: One, I need to know your category.
• 8:17
  SPEAKER_00: I need to know when to think of you.
• 8:21
  SPEAKER_00: Is someone looking for a coach?
• 8:23
  SPEAKER_00: Is someone looking for an email marketer?
• 8:24
  SPEAKER_00: Is someone looking for a career coach versus executive coach?
• 8:28
  SPEAKER_00: If they're looking for someone to help with being found in search or AI,
• 8:34
  SPEAKER_00: I have three names because I know what someone's looking for.
• 8:39
  SPEAKER_00: I need to know specifically within that who's their persona.
• 8:43
  SPEAKER_00: Like, okay, like, you know, are you specifically working with life coaches on search?
• 8:50
  SPEAKER_00: Are you a Squarespace schema expert or something like that?
• 8:55
  SPEAKER_00: I need to know, like, who are you best suited for?
• 8:59
  SPEAKER_00: And then I need to know your, like, sort of like your approach and your expertise qualifier.
• 9:03
  SPEAKER_00: I need to know your angle.
• 9:06
  SPEAKER_00: And I need to know, like,
• 9:08
  SPEAKER_00: And I think that's what I see this so much in my work is like I needed to go
• 9:12
  SPEAKER_00: beyond table stakes.
• 9:13
  SPEAKER_00: And I think that's what's challenging right now is like a lot of people are doing
• 9:17
  SPEAKER_00: a lot of this like authority building work in conversation with AI.
• 9:22
  SPEAKER_00: And the challenge is it's going to tell you what the average of what everyone else thinks.
• 9:26
  SPEAKER_00: Like, I need to know what's the angle that's different with you.
• 9:31
  SPEAKER_00: It could be the language you use.
• 9:32
  SPEAKER_00: It could be the the way you approach it could be like how you bucket things together.
• 9:36
  SPEAKER_00: It could be the scope.
• 9:37
  SPEAKER_00: It could be like, where's your expertise?
• 9:40
  SPEAKER_00: Like, don't call me if you're trying to figure out how to scale your,
• 9:43
  SPEAKER_00: you know, brick and mortar business.
• 9:46
  SPEAKER_00: Could I probably do that?
• 9:48
  SPEAKER_00: Sure.
• 9:49
  SPEAKER_00: Is that where I'm best at?
• 9:51
  SPEAKER_00: No.
• 9:51
  SPEAKER_00: Like, don't call me when you're trying to like,
• 9:53
  SPEAKER_00: like build your leadership team because I can refer out for that because I'm like,
• 9:58
  SPEAKER_00: that's, that's, could it be within my scope?
• 10:01
  SPEAKER_00: Sure.
• 10:01
  SPEAKER_00: But I don't want to do it.
• 10:02
  SPEAKER_01: I got it.
• 10:03
  SPEAKER_01: I got a fantastic lead from a company that I would have loved to have worked for,
• 10:06
  SPEAKER_01: but they're like, oh, we're e-commerce and we also want to run Instagram ads.
• 10:09
  SPEAKER_01: And I'm like, hard pass, babe.
• 10:11
  SPEAKER_01: Like that is just not like your company is amazing.
• 10:13
  SPEAKER_01: I will buy from you.
• 10:14
  SPEAKER_01: I have no interest in becoming skilled enough to help you.
• 10:21
  SPEAKER_01: And you have to know that about yourself.
• 10:22
  SPEAKER_00: And I think that's where like you have to.
• 10:25
  SPEAKER_00: Participate in networks so that enough people with this in mind,
• 10:31
  SPEAKER_00: not just like,
• 10:31
  SPEAKER_00: oh, I kind of do this, but like, I need you to have like a reason to exist.
• 10:38
  SPEAKER_00: That sounds terrible.
• 10:39
  SPEAKER_00: But I need you to have like a rationale for like,
• 10:42
  SPEAKER_00: What I see other people, what's missing in the space.
• 10:46
  SPEAKER_00: And I have to have like a hypothesis about that and be willing to put it out there
• 10:51
  SPEAKER_00: and be like, I have a client who's like, yeah, most people don't want this.
• 10:54
  SPEAKER_00: And I'm like, you don't need most people.
• 10:56
  SPEAKER_00: You need two clients at a time who want what you have to say.
• 10:59
  SPEAKER_00: You know, you don't need all the clients.
• 11:02
  SPEAKER_00: You need two.
• 11:03
  SPEAKER_00: But I think right now we're in this like, well, I don't want to like scare people off.
• 11:06
  SPEAKER_00: I don't really know.
• 11:06
  SPEAKER_00: And I'm like, I need you to have like I need you to go beyond what AI is going to tell you.
• 11:11
  SPEAKER_00: And I need you to say it to people in an awkward as hell fashion.
• 11:18
  SPEAKER_00: You're going to get it wrong.
• 11:20
  SPEAKER_00: It's going to be clunky as hell.
• 11:22
  SPEAKER_00: But I need you to get,
• 11:23
  SPEAKER_00: I need you to get in the room with a point of view,
• 11:29
  SPEAKER_00: a real hypothesis about like why your work,
• 11:32
  SPEAKER_00: why your work should exist, who you're best for, who you're not best for.
• 11:36
  SPEAKER_00: And like,
• 11:38
  SPEAKER_00: Be like go in there with like the the scientist mindset of being like,
• 11:41
  SPEAKER_00: I want to test this point of view and see where I'm wrong.
• 11:45
  SPEAKER_00: Where's that?
• 11:46
  SPEAKER_00: But I think we're like,
• 11:47
  SPEAKER_00: we are so afraid to like put it out there that we
• 11:50
  SPEAKER_00: then don't have anything that's like sets us apart.
• 11:54
  SPEAKER_01: Yeah.
• 11:55
  SPEAKER_01: And I think also getting in the room with people and seeing how their faces change
• 11:59
  SPEAKER_01: when you pitch something or when you talk about something,
• 12:02
  SPEAKER_01: because If you just came into a Zoom meeting, it doesn't have to be a physical room.
• 12:07
  SPEAKER_01: If you just came into a Zoom meeting and you're like,
• 12:08
  SPEAKER_01: I'm a business coach, I'd be like, great, file under business coach.
• 12:11
  SPEAKER_01: But if you started to go,
• 12:12
  SPEAKER_01: I'm a business coach for expert businesses who don't want to have courses
• 12:16
  SPEAKER_01: or memberships,
• 12:17
  SPEAKER_01: they want to be direct to service people,
• 12:19
  SPEAKER_01: then my brain starts going,
• 12:20
  SPEAKER_01: oh, here's all the 10 people that I know need this right now.
• 12:24
  SPEAKER_01: And you can probably see my face go, oh,
• 12:27
  SPEAKER_01: you know,
• 12:28
  SPEAKER_01: and Or you might see someone's face get sour because they are working
• 12:33
  SPEAKER_01: with just people who are the,
• 12:35
  SPEAKER_01: you know,
• 12:35
  SPEAKER_01: the group coaching program people or the membership people or the scale people
• 12:39
  SPEAKER_01: and they're not for you.
• 12:41
  SPEAKER_01: And that's also like a somatic indicator.
• 12:44
  SPEAKER_01: Again, somatic,
• 12:45
  SPEAKER_01: physical,
• 12:46
  SPEAKER_01: not semantic,
• 12:47
  SPEAKER_01: not something that you can gauge in an AI tool or put into a transcript.
• 12:52
  SPEAKER_01: This person's face went funny.
• 12:55
  SPEAKER_01: But you can see those human reactions to things to say, oh, I need that.
• 13:02
  SPEAKER_01: And if you stay so generic of, oh, I'm a business coach.
• 13:06
  SPEAKER_01: Oh, cool.
• 13:06
  SPEAKER_01: There's four other business coaches in here.
• 13:08
  SPEAKER_01: I don't know who to refer you to.
• 13:10
  SPEAKER_01: I don't know if you're right for me.
• 13:12
  SPEAKER_01: Then you aren't memorable.
• 13:14
  SPEAKER_01: You aren't sticky.
• 13:15
  SPEAKER_01: You aren't unique.
• 13:16
  SPEAKER_01: And if I get a pitch in my inbox that's like,
• 13:19
  SPEAKER_01: do you need a business coach who coaches businesses?
• 13:21
  SPEAKER_01: I'm like, no.
• 13:22
  SPEAKER_01: No.
• 13:23
  SPEAKER_01: No, I don't know what you do or what your outcomes are or who you help
• 13:27
  SPEAKER_01: or what your software is that you use or what your approach is.
• 13:32
  SPEAKER_01: And if you don't have any of that information, then I don't know if you're right for me.
• 13:35
  SPEAKER_01: You're right for everyone, then you're not right for me.
• 13:38
  SPEAKER_00: How would you like I remember I remember when I was early on,
• 13:42
  SPEAKER_00: I was doing networking in my town and I positioned myself.
• 13:46
  SPEAKER_00: I went to like some networking events and I'm like,
• 13:48
  SPEAKER_00: I'm a feminist business coach and people like.
• 13:50
  SPEAKER_00: Looked at me and I'm like, they looked at, but they're like, what does that even mean?
• 13:54
  SPEAKER_00: Why do you, you know, I would be like, I help businesses grow.
• 13:58
  SPEAKER_00: And people like looked at me with a stare blank face.
• 14:03
  SPEAKER_00: One, I realized I was in the wrong rooms.
• 14:06
  SPEAKER_00: Because in two,
• 14:06
  SPEAKER_00: I didn't realize I could not explain what feminist business coach actually meant.
• 14:10
  SPEAKER_00: And three, it's like the.
• 14:14
  SPEAKER_00: I have found and I don't know if you found this at all,
• 14:17
  SPEAKER_00: but like the what results people get,
• 14:19
  SPEAKER_00: I have found to be really hard in being memorable.
• 14:24
  SPEAKER_00: In my membership,
• 14:25
  SPEAKER_00: we're doing a thing called Call Me When,
• 14:27
  SPEAKER_00: which is like,
• 14:28
  SPEAKER_00: what are the specific points where I'm like,
• 14:31
  SPEAKER_00: I want you to think of me in this very specific scenario.
• 14:36
  SPEAKER_00: Like when you're like,
• 14:37
  SPEAKER_00: I need someone to build my, actually build my systems for me, don't think of me.
• 14:41
  SPEAKER_00: If someone's like,
• 14:42
  SPEAKER_00: I need to know what to build to go from,
• 14:44
  SPEAKER_00: you know, 50K to 500K in my business as a solo expert, I want you to call me.
• 14:52
  SPEAKER_00: But I found that like,
• 14:55
  SPEAKER_00: Flipping it around to be like, again,
• 14:58
  SPEAKER_00: more specific as to like when I want people to think of me
• 15:02
  SPEAKER_00: and like what posture am I carrying into the room?
• 15:05
  SPEAKER_00: I had to like try out a whole bunch of stuff that was somewhat generic and try it
• 15:11
  SPEAKER_00: on humans and put it in the room and be like, did anyone, did anyone remember me?
• 15:16
  SPEAKER_00: Did anyone remember me?
• 15:19
  SPEAKER_00: And after two or three rounds of this, did anyone ever like know when to call me?
• 15:24
  SPEAKER_00: And if they didn't, then I was like, I was not specific enough.
• 15:28
  SPEAKER_01: Call me when.
• 15:29
  SPEAKER_01: And it's so funny you used to feminist business coach
• 15:31
  SPEAKER_01: because I never chose feminist SEO strategist,
• 15:37
  SPEAKER_01: but I did show up in the search results for it.
• 15:39
  SPEAKER_01: So I put it on my website back in like, you know, 2017, 2018.
• 15:43
  SPEAKER_01: And I got some good clients from it because they were searching for it because
• 15:46
  SPEAKER_01: that was their language.
• 15:48
  SPEAKER_01: But it was never something where I was like, Oh, this is how I want to define myself.
• 15:53
  SPEAKER_01: It was more like externally pushed upon me.
• 15:56
  SPEAKER_01: And it brought me a very specific type of clientele that I loved.
• 16:00
  SPEAKER_01: But it wasn't something that was foregrounded in the way that I described myself,
• 16:05
  SPEAKER_01: which is interesting.
• 16:06
  SPEAKER_01: And then the call me when I like those specific scenarios.
• 16:09
  SPEAKER_01: In fact, I think I'll probably I have some like signal reviews do later today.
• 16:14
  SPEAKER_01: And I'll probably put that in some of their reviews.
• 16:16
  SPEAKER_01: Like, This like,
• 16:17
  SPEAKER_01: I help people who this is helpful,
• 16:21
  SPEAKER_01: but also call me when you're in this scenario,
• 16:23
  SPEAKER_01: this scenario,
• 16:24
  SPEAKER_01: this scenario,
• 16:24
  SPEAKER_01: because as a search person,
• 16:27
  SPEAKER_01: that is when they search, is when they're having these specific problems.
• 16:31
  SPEAKER_01: And the first thing that people do when they're having a specific problem is
• 16:36
  SPEAKER_01: to tap their network.
• 16:38
  SPEAKER_01: And the second thing that they do is to go to the internet.
• 16:42
  SPEAKER_00: And you like, do you have like a physical or mental Rolodex?
• 16:48
  SPEAKER_01: Yeah, always, all the time, constantly running, constantly updating.
• 16:51
  SPEAKER_00: So I have like that mental Rolodex when someone's like, I feel this problem.
• 16:54
  SPEAKER_00: I'm like, okay,
• 16:55
  SPEAKER_00: I'm searching through my Rolodex and going to like the phone book section
• 17:00
  SPEAKER_00: of this person.
• 17:02
  SPEAKER_00: And I'm thinking about, you know, What makes this person stand out from the others?
• 17:09
  SPEAKER_00: Like why would,
• 17:10
  SPEAKER_00: if I've got 10 organizational consultants,
• 17:15
  SPEAKER_00: who am I putting, who are the three people I'm putting on the list and why?
• 17:18
  SPEAKER_00: And I think that's like why, one, you have to build that point of view and that distinction.
• 17:25
  SPEAKER_00: Two, you have to Tell as many people as humanly possible,
• 17:30
  SPEAKER_00: not because they have clients, but because they run across your clients.
• 17:34
  SPEAKER_00: So if no one knows who you are,
• 17:36
  SPEAKER_00: when people tap their network, they don't have you in their Rolodex.
• 17:42
  SPEAKER_00: They can't refer you because they don't know who you are.
• 17:47
  SPEAKER_00: And then third, I think that's like continuing to build the authority.
• 17:50
  SPEAKER_00: Like, why am I going to recommend this person?
• 17:53
  SPEAKER_00: I think this is also really important for guest teaching.
• 17:57
  SPEAKER_00: And we've talked about, like, I put this in one of my posts.
• 17:59
  SPEAKER_00: I'm like, one,
• 18:03
  SPEAKER_00: I want people to come with an angle,
• 18:04
  SPEAKER_00: not just like what their products are,
• 18:06
  SPEAKER_00: but I'm like, I need to know why I'm featuring you on this show.
• 18:10
  SPEAKER_00: And I need to know how you work and what you're going to talk about to know what's
• 18:18
  SPEAKER_00: the angle that I'm going to put you on my guest teaching.
• 18:21
  SPEAKER_00: Like, I'm like, I can love you and I can love your work.
• 18:25
  SPEAKER_00: But if I don't know what you're going to teach, I can't put you on my platform.
• 18:28
  SPEAKER_00: And so like,
• 18:28
  SPEAKER_00: that's where the authority comes in is like, okay,
• 18:32
  SPEAKER_00: I need to know who you are,
• 18:34
  SPEAKER_00: I need to know why I when I would have someone call you,
• 18:38
  SPEAKER_00: and I need to know how you work so that I can confidently refer you.
• 18:43
  SPEAKER_00: And those are all things that I think, like,
• 18:46
  SPEAKER_00: you know,
• 18:46
  SPEAKER_00: when we're thinking about, oh,
• 18:47
  SPEAKER_00: we need to build relationships,
• 18:49
  SPEAKER_00: I'm like, yeah,
• 18:49
  SPEAKER_00: you got to lead all those you have all those things,
• 18:51
  SPEAKER_00: you're not going to have them all the get go.
• 18:54
  SPEAKER_00: But if you,
• 18:55
  SPEAKER_00: I want people to be like,
• 18:56
  SPEAKER_00: you know,
• 18:57
  SPEAKER_00: thinking about, okay,
• 18:59
  SPEAKER_00: how can I use my content and my body of work to essentially fill in the dots of like
• 19:05
  SPEAKER_00: the pointillism map that is that?
• 19:08
  SPEAKER_00: Does that make sense at all as like a framework for you?
• 19:12
  SPEAKER_01: Actually, I like this, like how to become referable requirements.
• 19:17
  SPEAKER_01: And where are the gaps that you see?
• 19:20
  SPEAKER_01: Because if you're not thinking about yourself and becoming referable
• 19:23
  SPEAKER_01: for getting yourself clients, but you're thinking, how can I refer other people?
• 19:27
  SPEAKER_01: What are those requirements that are necessary for me to be able to send somebody
• 19:32
  SPEAKER_01: to somebody else?
• 19:34
  SPEAKER_01: You know,
• 19:34
  SPEAKER_01: I think that that's a huge part of it is take yourself out of it and then think
• 19:38
  SPEAKER_01: about what would somebody need to be able to refer me to?
• 19:42
  SPEAKER_01: And then add that language into it because there are so many people in your category.
• 19:49
  SPEAKER_01: And this is true for both human referrals and AI referrals is there are
• 19:54
  SPEAKER_01: so many people in your category.
• 19:55
  SPEAKER_01: And if you're unclear,
• 19:57
  SPEAKER_01: if you're muddy at all about who you work with,
• 20:00
  SPEAKER_01: what your outcomes are,
• 20:01
  SPEAKER_01: what your process is,
• 20:01
  SPEAKER_01: it's just going to lump you in and flatten you out to like,
• 20:05
  SPEAKER_01: Jessica's a business coach.
• 20:07
  SPEAKER_01: And you're never going to get referred by people or by tools
• 20:11
  SPEAKER_01: because you haven't done enough work to differentiate yourself.
• 20:15
  SPEAKER_00: I know I pay attention, inordinate gobs of amount of attention to other people.
• 20:22
  SPEAKER_00: And maybe I'm too focused on that.
• 20:23
  SPEAKER_00: But do you find that like in your signal program,
• 20:26
  SPEAKER_00: like are people coming in and they're not enough focused on sort of like,
• 20:30
  SPEAKER_00: not the competition necessarily,
• 20:31
  SPEAKER_00: but the alternatives,
• 20:32
  SPEAKER_00: the category they're in to be like,
• 20:35
  SPEAKER_00: Like you don't like with career coaching,
• 20:37
  SPEAKER_00: like a lot of people are like, I'm not distinct.
• 20:38
  SPEAKER_00: And like we all do the same thing.
• 20:39
  SPEAKER_00: I'm like, I don't know.
• 20:40
  SPEAKER_00: Do you serve a particular very narrow slice of the population?
• 20:44
  SPEAKER_00: Do you have a different point of view about where you start?
• 20:46
  SPEAKER_00: Do you have a different nomenclature?
• 20:48
  SPEAKER_00: Like if if I could look at your page and realize and see it's like this could be the exact same.
• 20:53
  SPEAKER_00: It could be great messaging, but it's the same messaging as everybody else.
• 20:59
  SPEAKER_00: Like, do you know,
• 21:01
  SPEAKER_00: like I don't want to like everyone to like spend all this time looking
• 21:03
  SPEAKER_00: at other people's papers, but I'm like.
• 21:06
  SPEAKER_00: I know I do that like inordinately more than anybody else.
• 21:08
  SPEAKER_00: Right.
• 21:09
  SPEAKER_00: Like, but what do you see in your program?
• 21:13
  SPEAKER_01: It's like our week three of the program is very much like go take a look,
• 21:17
  SPEAKER_01: do your competitive landscape,
• 21:19
  SPEAKER_01: see what everyone else is saying, see how they describe themselves and like.
• 21:22
  SPEAKER_01: To an extent,
• 21:23
  SPEAKER_01: some of it is semantic where it's like,
• 21:24
  SPEAKER_01: how are they describing themselves that doesn't work for the way that you work?
• 21:28
  SPEAKER_01: So that way you can see sort of not like the red flags,
• 21:31
  SPEAKER_01: but almost like the reverse niche of, oh, that's not how I would say it.
• 21:36
  SPEAKER_01: Well, good.
• 21:36
  SPEAKER_01: Well, how would you say it?
• 21:37
  SPEAKER_01: Right?
• 21:37
  SPEAKER_01: Sometimes knowing what you wouldn't say is important.
• 21:41
  SPEAKER_01: And so that's the semantic side of things.
• 21:42
  SPEAKER_01: But I also think that there's a semantic side of things,
• 21:44
  SPEAKER_01: which is,
• 21:45
  SPEAKER_01: you know,
• 21:45
  SPEAKER_01: if somebody explains what they think you do and they're wrong and you go,
• 21:50
  SPEAKER_01: oh, Like, that's an important reaction.
• 21:53
  SPEAKER_01: You, in two episodes ago,
• 21:56
  SPEAKER_01: you were like, oh,
• 21:57
  SPEAKER_01: have you ever had Notebook LM,
• 21:59
  SPEAKER_01: like, try to explain to you who you are based on what's on your website?
• 22:04
  SPEAKER_01: And I had that semantic reaction of my body going, ew, no, I don't want to hear it.
• 22:09
  SPEAKER_01: I don't want to know.
• 22:10
  SPEAKER_01: I don't want to have an AI bot read me out loud what it thinks of me.
• 22:13
  SPEAKER_01: No, no, no, no, no.
• 22:16
  SPEAKER_01: But also part of it is that fear of like, well, what if it gets it wrong?
• 22:20
  SPEAKER_01: And then I have to go back through and redo everything.
• 22:24
  SPEAKER_01: You know,
• 22:25
  SPEAKER_01: so it wasn't even just the like,
• 22:26
  SPEAKER_01: you know, I don't want to hear a voice that sounds automated.
• 22:29
  SPEAKER_01: Say it.
• 22:30
  SPEAKER_01: It was, what if it's incorrect?
• 22:33
  SPEAKER_01: What if it's a,
• 22:34
  SPEAKER_01: and that I didn't want to have to deal with redoing my messaging again
• 22:38
  SPEAKER_01: after redoing my messaging.
• 22:40
  SPEAKER_01: Oh my god,
• 22:41
  SPEAKER_01: it feels like every month I'm like, oh,
• 22:42
  SPEAKER_01: tighten,
• 22:43
  SPEAKER_01: tighten,
• 22:43
  SPEAKER_01: pivot, turn, you know, like just really tweaking all the time to explain it.
• 22:48
  SPEAKER_01: I feel like I finally have gotten to a place where I can say like,
• 22:51
  SPEAKER_01: expert-less businesses,
• 22:52
  SPEAKER_01: coaches,
• 22:53
  SPEAKER_01: consultants,
• 22:55
  SPEAKER_01: service businesses,
• 22:56
  SPEAKER_01: people who are Some information-based,
• 22:59
  SPEAKER_01: who have specific processes,
• 23:01
  SPEAKER_01: who want to show up in AI search results for very specific things.
• 23:05
  SPEAKER_01: You know,
• 23:05
  SPEAKER_01: I don't really talk about like AEO versus GEO because I don't think my clients give
• 23:11
  SPEAKER_01: a shit about what the acronyms are.
• 23:12
  SPEAKER_01: Like, I know the differences.
• 23:14
  SPEAKER_01: I don't think anybody else...
• 23:15
  SPEAKER_01: Knows or cares as long as it works.
• 23:18
  SPEAKER_01: Right.
• 23:18
  SPEAKER_01: So knowing where the line is
• 23:21
  SPEAKER_01: of understanding technical versus defining technical is very important to me.
• 23:26
  SPEAKER_01: But that's not something that necessarily shows up in my copy.
• 23:31
  SPEAKER_01: It's just how I talk and how I teach.
• 23:34
  SPEAKER_01: And that's my semantic fingerprint.
• 23:35
  SPEAKER_01: People come into the program and part of the work that we do is saying,
• 23:40
  SPEAKER_01: how do you speak differently?
• 23:42
  SPEAKER_01: What's the language that you use that's different?
• 23:45
  SPEAKER_01: How do you teach differently?
• 23:46
  SPEAKER_01: What don't you say?
• 23:48
  SPEAKER_01: And that is just as important,
• 23:50
  SPEAKER_01: especially like for both human referrals and AI referrals,
• 23:54
  SPEAKER_01: being able to say, but I don't do course creators, but I don't do e-commerce.
• 24:01
  SPEAKER_01: That's just as important for weeding out the bad referrals and tightening up
• 24:05
  SPEAKER_01: the good referrals.
• 24:06
  SPEAKER_01: And if you say, oh, but I could.
• 24:08
  SPEAKER_01: Yeah, you could.
• 24:10
  SPEAKER_01: But so could somebody else who's really specialized and you taking the time
• 24:15
  SPEAKER_01: to learn all those different systems would be a distraction from the people
• 24:18
  SPEAKER_01: who are already the best fit for you.
• 24:20
  SPEAKER_01: So we do a lot of that work in terms of,
• 24:24
  SPEAKER_01: to your point from some of your students,
• 24:26
  SPEAKER_01: of If you take this page and remove your name from it, could it be anybody's?
• 24:31
  SPEAKER_01: Okay, now we need to do some work to figure out what it is that makes you different,
• 24:35
  SPEAKER_01: that makes you unique.
• 24:36
  SPEAKER_01: And that might be your way of thinking,
• 24:39
  SPEAKER_01: which is sometimes the hardest thing to articulate when we get to it.
• 24:43
  SPEAKER_01: And so I give people a year to do it with me because I'm like,
• 24:46
  SPEAKER_01: the first pass might not be there.
• 24:48
  SPEAKER_01: The fourth pass might be getting closer.
• 24:50
  SPEAKER_01: The sixth pass might be the one that you finally publish.
• 24:55
  SPEAKER_01: But it takes a while to figure it out.
• 24:57
  SPEAKER_01: And just sending it through AI six times is not going to make it any differentiated
• 25:03
  SPEAKER_01: unless you also have the knowledge in your head of how you want to differentiate it
• 25:07
  SPEAKER_01: so you can push back on the things that are wrong.
• 25:09
  SPEAKER_01: But if you just say to AI, like, write me a framework, then it's going to default to the mean.
• 25:14
  SPEAKER_00: I think it's important to talk about how long it takes to be recognized for like an angle.
• 25:20
  SPEAKER_00: So I'll give you a story because, you know, I love a good story.
• 25:25
  SPEAKER_00: Not very good at telling them, but I love to I love to have them.
• 25:27
  SPEAKER_00: So my essay on business models came out in 2023.
• 25:33
  SPEAKER_00: It was the six, seven business models.
• 25:35
  SPEAKER_00: It was published in every that became a book or the first chapter of that book.
• 25:43
  SPEAKER_00: That book was read by someone who runs a tutoring school because they're a legend as well.
• 25:51
  SPEAKER_00: I think Lex connected them.
• 25:52
  SPEAKER_00: Then we did a book club on that topic for her program.
• 25:58
  SPEAKER_00: And then six months later,
• 26:01
  SPEAKER_00: now I'm going to be teaching a couple of different business model classes
• 26:07
  SPEAKER_00: in different places.
• 26:10
  SPEAKER_00: Summits this fall.
• 26:11
  SPEAKER_00: And so it's like,
• 26:12
  SPEAKER_00: I'm not just like being brought on as a business coach,
• 26:14
  SPEAKER_00: like I'm being brought on for like,
• 26:16
  SPEAKER_00: I have three different,
• 26:18
  SPEAKER_00: I have three currently different signature topics ish,
• 26:21
  SPEAKER_00: that are floating around the interwebs.
• 26:24
  SPEAKER_00: And I think there might be a fourth one coming up.
• 26:25
  SPEAKER_00: But one is business models, like what business are you really running?
• 26:29
  SPEAKER_00: Two is the zone of enoughness, like that has been People want me to talk about that.
• 26:34
  SPEAKER_00: That's kind of becoming a topic and
• 26:36
  SPEAKER_00: that covers everything like that's like how I set my pricing and things like that.
• 26:40
  SPEAKER_00: Three is the relationship rhythms and that I'm being asked to speak about more often.
• 26:44
  SPEAKER_00: And then the fourth is kind of the building blocks calendar time management concept.
• 26:49
  SPEAKER_00: Those are all the roots to fruits metrics a little bit like I have done a couple of those.
• 26:55
  SPEAKER_00: But it has taken two to three years to like put a topic out there,
• 27:00
  SPEAKER_00: tell it to enough people,
• 27:01
  SPEAKER_00: have enough people carry that message forward for that to be an inbound request.
• 27:07
  SPEAKER_00: I had to do a lot of outbound.
• 27:09
  SPEAKER_00: Can I teach you on this topic?
• 27:11
  SPEAKER_00: Can I talk about this topic?
• 27:12
  SPEAKER_00: Can I put this in your bundle?
• 27:15
  SPEAKER_00: For now, people are like, oh, can you put this in the bundle?
• 27:19
  SPEAKER_00: Can you talk about this?
• 27:20
  SPEAKER_00: So it took me three years and seeding it in like four 10 to 12 different networks,
• 27:26
  SPEAKER_00: different topics to be known.
• 27:28
  SPEAKER_00: But like, no one's bringing me on the podcast to be a business coach.
• 27:31
  SPEAKER_00: People are bringing me on the podcast to talk about this angle.
• 27:36
  SPEAKER_00: You know, you don't call me when you're like, I want to grow a course empire.
• 27:39
  SPEAKER_00: You call me when you're like, I'm not totally sure which business I'm running.
• 27:42
  SPEAKER_00: Or you don't call me when you want to like,
• 27:44
  SPEAKER_00: you know,
• 27:44
  SPEAKER_00: you don't call me when you want to get better at being found in AI,
• 27:47
  SPEAKER_00: because that's not what I do.
• 27:48
  SPEAKER_00: But when you want to like build your business and relationships, that's when you call me.
• 27:52
  SPEAKER_00: And so But I think we have to forget that we have to have the claimable ideas.
• 27:58
  SPEAKER_00: And then they have to be distinct from others,
• 28:00
  SPEAKER_00: either through name or through mechanism or through something.
• 28:03
  SPEAKER_00: And then we have to tell as many people as possible about them.
• 28:06
  SPEAKER_00: But I think what people are like, they come up with a kind of idea.
• 28:09
  SPEAKER_00: I'm like, hey, I made this lead magnet.
• 28:11
  SPEAKER_00: I want you to go like, I want you to go the next step deeper.
• 28:15
  SPEAKER_00: What is distinct about this?
• 28:16
  SPEAKER_00: What's in your semantics?
• 28:20
  SPEAKER_00: Off topic,
• 28:22
  SPEAKER_00: this is now we've had we've recorded two podcasts today,
• 28:24
  SPEAKER_00: and this is the first time I've heard you say both semantic and somatic.
• 28:29
  SPEAKER_00: Like that's a that's a new languagey semantic evolution,
• 28:33
  SPEAKER_00: because we have we talk about semantic a lot in epistemic,
• 28:36
  SPEAKER_00: but somatic is new and different.
• 28:39
  SPEAKER_01: I feel like I talk about semantics a lot.
• 28:42
  SPEAKER_01: We talked about it with Mike Canino.
• 28:43
  SPEAKER_01: We talked about with Amelia,
• 28:45
  SPEAKER_01: talking about like podcasting and the somatics in your body of that.
• 28:48
  SPEAKER_01: We talked about it with Helen.
• 28:49
  SPEAKER_01: So I talk about somatics a lot,
• 28:52
  SPEAKER_01: actually, when it's like your reaction to things happening in your body.
• 28:58
  SPEAKER_01: But then it can be channeled into your semantics of how do you explain and articulate.
• 29:04
  SPEAKER_01: And that reaction,
• 29:05
  SPEAKER_01: that physical nervous system reaction is something that is so distinctly human,
• 29:11
  SPEAKER_01: not even Aggressively Human, just human.
• 29:14
  SPEAKER_01: Like AI does not have a nervous system that can run things through to get that gut check.
• 29:19
  SPEAKER_01: And there's a reason we call it a gut check on things.
• 29:22
  SPEAKER_01: And so that's always been a part.
• 29:23
  SPEAKER_01: Even when I was writing like the Social Slowdown book,
• 29:26
  SPEAKER_01: my framework for that was I don't remember what it stood for.
• 29:28
  SPEAKER_01: It was ABCG.
• 29:30
  SPEAKER_01: So it was all analytics of,
• 29:32
  SPEAKER_01: you know, here's your reach and here's your this and here's your community.
• 29:35
  SPEAKER_01: And then G is your gut.
• 29:37
  SPEAKER_01: Because at the end of the day,
• 29:38
  SPEAKER_01: if you don't like what you're doing or you don't like the way that it feels
• 29:42
  SPEAKER_01: to write this information or you don't like the sound of how the mouthfeel of words,
• 29:47
  SPEAKER_01: if you have to say them out loud,
• 29:49
  SPEAKER_01: then don't tie yourself to that linguistically in your copy.
• 29:55
  SPEAKER_01: Because with AI systems,
• 29:58
  SPEAKER_01: we have to repeat ourselves so many times and be so consistent
• 30:02
  SPEAKER_01: and really like coin terms and name entities.
• 30:06
  SPEAKER_01: And the things that you just said in your list of like, these are my signature topics.
• 30:11
  SPEAKER_01: They're not just your signature topics.
• 30:12
  SPEAKER_01: They're your signature or not like your signature talks.
• 30:15
  SPEAKER_01: They're your signature topics.
• 30:16
  SPEAKER_01: They're like the things that you want to be found for.
• 30:19
  SPEAKER_01: And so you still have that greater category of Business strategist
• 30:23
  SPEAKER_01: for this population for this outcome.
• 30:26
  SPEAKER_01: But then if you go a level down underneath it, these are the frameworks.
• 30:30
  SPEAKER_01: These are your ways of thinking that you can then be known for and pulled in for.
• 30:34
  SPEAKER_01: And ideally,
• 30:35
  SPEAKER_01: if people go to,
• 30:37
  SPEAKER_01: you know, go to Gemini and say, what is Jessica Lackey's relationship rhythm system?
• 30:41
  SPEAKER_01: It can pull that all out because you explained it so consistently in so many different places.
• 30:47
  SPEAKER_01: But if you hated the phrase relationship rhythms and then you had
• 30:51
  SPEAKER_01: to say it 400 times during a launch and then talking about it on the podcast
• 30:57
  SPEAKER_01: and teaching it in all these places,
• 30:58
  SPEAKER_01: then every time you did it,
• 30:59
  SPEAKER_01: it would feel like,
• 31:00
  SPEAKER_01: I don't know, like a little bit of an erosion or like you don't like how it feels.
• 31:05
  SPEAKER_01: Or like if you trip over the words when you're speaking them, I have this...
• 31:11
  SPEAKER_01: Between ending the last cohort of Signal and starting the new one in September,
• 31:16
  SPEAKER_01: I've been going back through the trainings.
• 31:18
  SPEAKER_01: And some of it has already been pulled out because it's not what I taught
• 31:23
  SPEAKER_01: in May had been, you know, filtered out by July.
• 31:27
  SPEAKER_01: So I can't teach it that same way anymore because the technology has advanced
• 31:30
  SPEAKER_01: with like rich snippets and some of that stuff.
• 31:34
  SPEAKER_01: But part of it was me going, okay,
• 31:35
  SPEAKER_01: how can I be And so I built this workbook that I almost called
• 31:38
  SPEAKER_01: the Entity Compendium.
• 31:58
  SPEAKER_01: Because it's a really fucking cool phrase, the entity compendium.
• 32:01
  SPEAKER_01: And then I remembered that if I teach that,
• 32:03
  SPEAKER_01: that's six syllables that hurt my mouth to say out loud.
• 32:07
  SPEAKER_01: Like when I just said it to you every time, I had to be like, compendium.
• 32:11
  SPEAKER_01: It's a hard word to say.
• 32:14
  SPEAKER_01: It's a hard word to spell.
• 32:16
  SPEAKER_01: And it just takes a lot out of you linguistically.
• 32:21
  SPEAKER_01: So it's now the entity brief.
• 32:23
  SPEAKER_01: Because I didn't need it to be a compendium.
• 32:25
  SPEAKER_01: I didn't need four syllables when one would work.
• 32:28
  SPEAKER_01: And I think that some of those decisions,
• 32:31
  SPEAKER_01: I'm going like really linguistic nerds on this here,
• 32:33
  SPEAKER_01: but I think it comes back to something which is, what do you want to be found for?
• 32:37
  SPEAKER_01: What do you want to be known for?
• 32:38
  SPEAKER_01: How do you want to explain it?
• 32:40
  SPEAKER_01: And then you have to be able to explain it clearly and succinctly,
• 32:44
  SPEAKER_01: which I'm failing at the succinctly part.
• 32:47
  SPEAKER_01: Concision has never been one of my strengths.
• 32:48
  SPEAKER_01: Improbity is not my strong point.
• 32:51
  SPEAKER_01: But If you're going to be known for something,
• 32:55
  SPEAKER_01: whether you're pitching it out to people that you want to be known for it
• 32:59
  SPEAKER_01: and be able to speak about it,
• 33:00
  SPEAKER_01: you know,
• 33:01
  SPEAKER_01: you're doing the outreach or you've done enough outreach that you're starting
• 33:04
  SPEAKER_01: to get those inbound requests, which is where you are with some of this.
• 33:08
  SPEAKER_01: After three years of talking about business models, you're like, oh, hey, the cycle is working.
• 33:13
  SPEAKER_01: The authority is working.
• 33:14
  SPEAKER_01: The perspective is working.
• 33:16
  SPEAKER_01: But If you'd hated talking about it in 2023 and now three years later,
• 33:21
  SPEAKER_01: like, oh my God, I wish I'd named it something differently.
• 33:23
  SPEAKER_01: Or, oh, I wish instead of having seven, I'd had five.
• 33:28
  SPEAKER_01: Like, we need to think about that as we're building out our body of work to make it
• 33:33
  SPEAKER_01: as easy to explain and to pitch while still being different
• 33:38
  SPEAKER_01: and still being explainable.
• 33:41
  SPEAKER_01: And that's not easy.
• 33:43
  SPEAKER_00: Two things.
• 33:43
  SPEAKER_00: One, there's now an eighth business model.
• 33:47
  SPEAKER_00: What is it?
• 33:47
  SPEAKER_00: What's the number eight?
• 33:48
  SPEAKER_00: It's the builder,
• 33:49
  SPEAKER_00: because now you can,
• 33:50
  SPEAKER_00: it's like building SaaS and like vibe-coded products,
• 33:53
  SPEAKER_00: which was not like the product-based expert, which was kind of new.
• 33:58
  SPEAKER_00: But like for those of us who,
• 33:59
  SPEAKER_00: you know, you and I are, you know, like we love the language, right?
• 34:03
  SPEAKER_00: We, you know, I don't know what your energetic type is, but we're very air people.
• 34:07
  SPEAKER_00: We, you know, air and sword, we like to.
• 34:10
  SPEAKER_00: I'm an Aquarius, that's air, right?
• 34:11
  SPEAKER_00: Yeah, I think so.
• 34:13
  SPEAKER_00: But we, you know, we like to language things up.
• 34:16
  SPEAKER_00: You can be known for a feeling.
• 34:18
  SPEAKER_00: Like there are two coaches who do life things in Charlotte.
• 34:23
  SPEAKER_00: One is like pure fire.
• 34:25
  SPEAKER_00: You do not call her when you need to have your nervous system down regulated.
• 34:30
  SPEAKER_00: You need you call her when you're like, I need my nervous system.
• 34:34
  SPEAKER_00: I need to be activated.
• 34:36
  SPEAKER_00: Her shit is like pink.
• 34:39
  SPEAKER_00: It's like light.
• 34:40
  SPEAKER_00: Blonde hair with extensions.
• 34:42
  SPEAKER_00: It's twerking on a stage.
• 34:43
  SPEAKER_00: And I'm not kidding about this.
• 34:45
  SPEAKER_00: Like one of her signature things is like a thing that's like quit dicking around, right?
• 34:48
  SPEAKER_00: Like that's, you know, that's like, you know, like that's the approach.
• 34:53
  SPEAKER_00: It's like whenever you're like,
• 34:54
  SPEAKER_00: when you need to like have your nervous system jumpstarted, you call this person.
• 35:00
  SPEAKER_00: The other one that I have in my mind is like when your nervous system is fried
• 35:04
  SPEAKER_00: as hell and you're like, I cannot know anything that is happening.
• 35:08
  SPEAKER_00: I need to have you downregulated.
• 35:10
  SPEAKER_00: I need to go in nature and I need to like be seen and felt
• 35:12
  SPEAKER_00: and like let my inner diva and nature center out.
• 35:14
  SPEAKER_00: And I know exactly who I call.
• 35:17
  SPEAKER_01: By the way, Angie, if you're listening, I call you on a quarterly basis because I
• 35:20
  SPEAKER_00: need you.
• 35:22
  SPEAKER_00: But like you can be known just as much for like signature frameworks as feelings
• 35:28
  SPEAKER_00: as long as you're like creating a coherent experience that you're like
• 35:34
  SPEAKER_00: when I can't hear what the hell is going on in my body because I'm stuck in my head
• 35:40
  SPEAKER_00: and when I feel disconnected and I feel like the sound around me is muted
• 35:43
  SPEAKER_00: and my nervous system is on high alert.
• 35:45
  SPEAKER_00: I call Angie because Angie will sit with me outside and we will do nothing except
• 35:50
  SPEAKER_00: for listen to the rain and I will learn to reconnect with my body and nature
• 35:53
  SPEAKER_00: and I will feel calm and seen and safe.
• 35:56
  SPEAKER_00: And everything Angie does related to the length of her post,
• 36:03
  SPEAKER_00: the cadence that she does right,
• 36:06
  SPEAKER_00: how she talks,
• 36:07
  SPEAKER_00: how she speaks, her emails, everything I get from this person is like, Calming.
• 36:13
  SPEAKER_00: It's like soothing.
• 36:14
  SPEAKER_00: So you can be known for a feeling as much as you can be known for a, like a framework.
• 36:24
  SPEAKER_00: But you have to be like, how am I referable on that topic?
• 36:30
  SPEAKER_00: Even if it's not like a blog post that I can forward around to people.
• 36:33
  SPEAKER_01: It comes back to that call me when.
• 36:37
  SPEAKER_01: Call me when.
• 36:39
  SPEAKER_01: You feel disconnected,
• 36:40
  SPEAKER_01: where you feel like you haven't been outside,
• 36:42
  SPEAKER_01: you haven't taken a full breath in your body in a month.
• 36:45
  SPEAKER_01: Call me when.
• 36:48
  SPEAKER_00: And there are some coaches you call when you want a dose of magic.
• 36:53
  SPEAKER_00: You're some coaches you call when,
• 36:55
  SPEAKER_00: or in my mind,
• 36:56
  SPEAKER_00: I'm like,
• 36:56
  SPEAKER_00: there are coaches you call when you're leading a team and you want someone
• 36:59
  SPEAKER_00: that also understands neurodiversion.
• 37:03
  SPEAKER_00: They all do the same thing.
• 37:04
  SPEAKER_00: There are people you call because they're You want,
• 37:09
  SPEAKER_00: you are an introvert and you want another introvert who like,
• 37:11
  SPEAKER_00: but you know, then you need to process like, okay, how am I setting up my offers?
• 37:15
  SPEAKER_00: How I'm being known for like how an extroverted life coach
• 37:19
  SPEAKER_00: and career coach does this versus how does someone who is more introverted,
• 37:23
  SPEAKER_00: how do they set up their process?
• 37:24
  SPEAKER_00: Is it still two sessions a month for six months or is there different modalities in
• 37:30
  SPEAKER_00: the way you do this?
• 37:30
  SPEAKER_00: But that's like, okay, like how can I lean into the angle?
• 37:34
  SPEAKER_00: And lean into the persona and what's different and distinct where if I swap
• 37:37
  SPEAKER_00: the name out, it would not fit that person anymore.
• 37:41
  SPEAKER_00: Like that's where branding comes in is like whenever I want like
• 37:45
  SPEAKER_00: an evocative crazy brand, I'm calling Sharon.
• 37:48
  SPEAKER_01: Yeah.
• 37:48
  SPEAKER_01: And I think if you take out someone's name, do you still know it's theirs?
• 37:54
  SPEAKER_01: That's where branding shows up.
• 37:56
  SPEAKER_01: It's not just the color scheme or the logo.
• 37:59
  SPEAKER_01: It's if you take out somebody's name and you just read the copy or you remove
• 38:04
  SPEAKER_01: the copy and you just feel the website, do you still know it's theirs?
• 38:10
  SPEAKER_01: That's just as important as some of these other pieces.
• 38:13
  SPEAKER_00: I think where we're in a state right now is people don't want to go to the market
• 38:17
  SPEAKER_00: until they've got it dialed.
• 38:19
  SPEAKER_00: And I'm like, you can't get it dialed without going to the market.
• 38:22
  SPEAKER_00: You can't get it dialed without...
• 38:24
  SPEAKER_00: Using the relationships you have to directly ask for introductions to people
• 38:30
  SPEAKER_00: to workshop this stuff with,
• 38:31
  SPEAKER_00: to tell it to,
• 38:32
  SPEAKER_00: to get that somatic response of like, didn't understand it, didn't understand it.
• 38:38
  SPEAKER_00: And you're going to get a lot of no's, right?
• 38:40
  SPEAKER_00: I remember my very first proposal for chief of staff work.
• 38:45
  SPEAKER_00: Totally misread the market.
• 38:48
  SPEAKER_00: There's like a whole personal story around what I'm so glad I didn't work
• 38:51
  SPEAKER_00: with this person for a whole lot of reasons.
• 38:54
  SPEAKER_00: But wrong offer, wrong language, wrong pricing, wrong, wrong, wrong, wrong, wrong.
• 39:01
  SPEAKER_00: And for I thought it like the problem is me.
• 39:04
  SPEAKER_00: But I didn't know until I talked to people and it's awkward as hell.
• 39:08
  SPEAKER_00: And you're like, well,
• 39:10
  SPEAKER_00: you know,
• 39:10
  SPEAKER_00: like, I think we're so used to like workshopping this with ChatGBT and Claude.
• 39:14
  SPEAKER_00: It's all Bloated language.
• 39:17
  SPEAKER_00: It's not precise.
• 39:19
  SPEAKER_00: It's just, it's like, it's like words that have something that don't mean anything.
• 39:23
  SPEAKER_00: I don't know if you're feeling this.
• 39:24
  SPEAKER_00: Like when I'm like, I'm like, this feels like 30% too long and too bloated.
• 39:28
  SPEAKER_00: Like it keeps wanting to add things.
• 39:30
  SPEAKER_01: Well, because it'll add things like, and here's where the real problem lies.
• 39:34
  SPEAKER_01: And you're like, just tell me what the problem is.
• 39:36
  SPEAKER_01: The thing that people don't understand is,
• 39:39
  SPEAKER_01: and it does all this like Linguistic throat clearing of like,
• 39:43
  SPEAKER_01: this is where I'm going to say something important.
• 39:45
  SPEAKER_01: I'm like, just say the thing.
• 39:47
  SPEAKER_01: And then, I mean,
• 39:48
  SPEAKER_01: I read a lot of my clients copy because they said,
• 39:50
  SPEAKER_01: especially in Signal,
• 39:51
  SPEAKER_01: people will send it through and I will just cross off whole sentences and be like,
• 39:55
  SPEAKER_01: this is the throat clearing that either the AI put in for you or you learned
• 40:00
  SPEAKER_01: from reading too much of it.
• 40:02
  SPEAKER_01: You don't need to be able to preface the big announcement by saying,
• 40:06
  SPEAKER_01: I'm about to announce something now.
• 40:09
  SPEAKER_01: You can just say, This is what the conclusion is.
• 40:13
  SPEAKER_01: And it does, it probably does add between 20 and 30% of just extra.
• 40:18
  SPEAKER_00: Yeah.
• 40:19
  SPEAKER_01: When you go through and you see it,
• 40:20
  SPEAKER_01: but you have to be able to see the pattern recognition of it.
• 40:24
  SPEAKER_01: And then,
• 40:24
  SPEAKER_01: you know,
• 40:24
  SPEAKER_01: you pitch someone going back to the concept of the episode and not just meg rants
• 40:28
  SPEAKER_01: about AI slop.
• 40:30
  SPEAKER_01: You pitch someone and it's,
• 40:33
  SPEAKER_01: they see that and they sort of zone out or the email that you're pitching is like,
• 40:39
  SPEAKER_01: It's a novel.
• 40:41
  SPEAKER_01: I don't want to read.
• 40:43
  SPEAKER_01: Or do you have an attachment that literally is a novel and you're like,
• 40:46
  SPEAKER_01: I'm not going to read your novel until I say yes to talking to you.
• 40:50
  SPEAKER_01: Like how about one micro yes at a time before you attach a 300 page book to this email people.
• 40:57
  SPEAKER_01: But this is what we have with a book podcast.
• 40:59
  SPEAKER_01: I don't want your book.
• 41:00
  SPEAKER_01: I don't want your book until I ask for your book.
• 41:02
  SPEAKER_01: Don't give me your book.
• 41:05
  SPEAKER_01: But, you know, I think the extra that's just bloat.
• 41:11
  SPEAKER_01: That doesn't carry anything.
• 41:13
  SPEAKER_01: I think it's important to us and it's on us as the humans to say, what does this sentence do?
• 41:19
  SPEAKER_01: What does this sentence do?
• 41:20
  SPEAKER_01: Especially if you're doing outreach,
• 41:22
  SPEAKER_01: especially if you're trying to explain something,
• 41:24
  SPEAKER_01: especially if you're trying to differentiate yourself.
• 41:27
  SPEAKER_01: People are busy.
• 41:29
  SPEAKER_01: They're stressed.
• 41:30
  SPEAKER_01: They're checked out a little bit.
• 41:32
  SPEAKER_01: We talked two episodes about like how people are sort of like leaning back
• 41:35
  SPEAKER_01: and checking out a little bit right now.
• 41:37
  SPEAKER_01: So you do have to do something interesting to get their attention.
• 41:40
  SPEAKER_01: But once you have it, you have to earn it.
• 41:43
  SPEAKER_01: And not just...
• 41:45
  SPEAKER_01: Oh, I'm just going to check in on this email because you may have missed my last email.
• 41:48
  SPEAKER_01: And in the last email,
• 41:49
  SPEAKER_01: I told you that,
• 41:50
  SPEAKER_01: you know, like,
• 41:50
  SPEAKER_01: I get those all the time where, like,
• 41:52
  SPEAKER_01: it pops in the top of my inbox because they're replying to the same email,
• 41:55
  SPEAKER_01: but there's nothing of value in any of the emails.
• 41:57
  SPEAKER_01: And I'm like, okay,
• 41:58
  SPEAKER_01: now I'm missing the emails that I actually want to read from my clients
• 42:03
  SPEAKER_01: because my inbox is now full of these cold pitches being like,
• 42:07
  SPEAKER_01: oh, I guess, I guess you missed my email.
• 42:09
  SPEAKER_01: You're so busy.
• 42:10
  SPEAKER_01: Like, no, maybe I just wasn't interested in it.
• 42:14
  SPEAKER_00: I know we talked about this with Laura,
• 42:16
  SPEAKER_00: but like if you cold pitch me and it's interesting, I will engage.
• 42:21
  SPEAKER_01: Oh, by the way, Laura's episode is coming out in three weeks.
• 42:24
  SPEAKER_01: So I don't want people to be like, oh, this is an episode.
• 42:27
  SPEAKER_01: So you will hear that conversation with Laura where she talked about cold pitching,
• 42:30
  SPEAKER_00: but we've already recorded it before this one.
• 42:33
  SPEAKER_00: So, you know, fun.
• 42:34
  SPEAKER_01: Like podcast time travel.
• 42:38
  SPEAKER_00: If you cold pitch me with an angle, I will read it.
• 42:42
  SPEAKER_00: I still read them.
• 42:42
  SPEAKER_00: I still read them.
• 42:43
  SPEAKER_00: And I've engaged with people.
• 42:45
  SPEAKER_00: And then they're like, can I put your lead magnet in front of my audience?
• 42:48
  SPEAKER_00: I'm like, maybe.
• 42:49
  SPEAKER_00: Send it to me.
• 42:49
  SPEAKER_00: And then I'm like, this is, this is, could have been written by anybody.
• 42:56
  SPEAKER_00: It's probably written by AI.
• 42:58
  SPEAKER_00: How do I know it was written by you?
• 43:00
  SPEAKER_00: Like, if you're going to pitch me on to be on your podcast,
• 43:04
  SPEAKER_00: Like when I think about people that I have in guest teachers in my membership,
• 43:10
  SPEAKER_00: bang, it's going to be a guest teacher in the membership.
• 43:12
  SPEAKER_00: I know.
• 43:12
  SPEAKER_00: I am in August.
• 43:13
  SPEAKER_00: I am specifically calling people and asking them to talk on specific topics.
• 43:20
  SPEAKER_00: So I was like, you know what?
• 43:23
  SPEAKER_00: I don't have a lot of like how to do like sales campaigns teaching and
• 43:27
  SPEAKER_00: then Hillary Weiss Presswood teaching.
• 43:31
  SPEAKER_00: I had a workshop and I'm like, can you teach us to my membership?
• 43:34
  SPEAKER_00: Because I want you to not just be a marketing person, but I want you to teach this concept.
• 43:39
  SPEAKER_00: One of my members,
• 43:40
  SPEAKER_00: we're going to do a podcast about breaking anxiety patterns in the work we do.
• 43:46
  SPEAKER_00: Because I'm like, oh, this isn't just a therapist.
• 43:49
  SPEAKER_00: This is a specific person on a specific topic.
• 43:53
  SPEAKER_00: I think the biggest thing I hope people take away from this is I want you
• 43:56
  SPEAKER_00: to give people handholds to think about your work.
• 44:01
  SPEAKER_00: That travel beyond you and your handholds are probably not a generic,
• 44:05
  SPEAKER_00: I help you do with email marketing.
• 44:07
  SPEAKER_00: They are a specific person, a specific point of view, a specific approach.
• 44:13
  SPEAKER_00: And you have to like reinforce that over time and you have to workshop it with other people.
• 44:21
  SPEAKER_00: You have to like test drive it with a lot of other humans, which is super uncomfortable.
• 44:27
  SPEAKER_00: Join networks,
• 44:29
  SPEAKER_00: but you want people to be able to like recall you and we have to give them a way
• 44:35
  SPEAKER_00: to recall us.
• 44:39
  SPEAKER_01: I think before you book a guest training,
• 44:44
  SPEAKER_01: a podcast interview,
• 44:46
  SPEAKER_01: I as the host want to know what is the takeaway that somebody is going to learn
• 44:51
  SPEAKER_01: from this.
• 44:51
  SPEAKER_01: I don't want high level theory of you reading slide decks to me as what is relevant here.
• 44:57
  SPEAKER_01: And I need that to show up before I book you because if what I get as a bit
• 45:04
  SPEAKER_01: of outreach to me is so AI generated that I don't know if you can present on it
• 45:10
  SPEAKER_01: because there's no you in the pitch.
• 45:14
  SPEAKER_01: Let's say you send an AI generated pitch and then you have AI generated slides and
• 45:18
  SPEAKER_01: then you show up and just read the slides out loud.
• 45:21
  SPEAKER_01: Why do I need you there?
• 45:24
  SPEAKER_01: What are you bringing to this conversation as the presenter, the facilitator, the expert?
• 45:29
  SPEAKER_01: Where's your expertise in there?
• 45:31
  SPEAKER_01: I don't know that from a lot of these outrage campaigns.
• 45:34
  SPEAKER_01: So that's part of your reputation.
• 45:37
  SPEAKER_01: That's part of your authority.
• 45:38
  SPEAKER_01: And that's part of your perspective.
• 45:39
  SPEAKER_01: And that all needs to be clear.
• 45:42
  SPEAKER_01: Again, whether you're expecting to go out and pitch yourself to audiences
• 45:45
  SPEAKER_01: or you want people to reach out to you, you need to have that unique perspective.
• 45:49
  SPEAKER_00: Not opposed to having Claude make your slides.
• 45:52
  SPEAKER_00: Very opposed to because like, you know, not everyone was trained at the altar of the PowerPoint.
• 45:59
  SPEAKER_00: But very opposed to like,
• 46:01
  SPEAKER_00: I'm like,
• 46:01
  SPEAKER_00: I need to you to storyboard what your slides are look like first have some have have
• 46:05
  SPEAKER_00: the AI make the slides, but storyboard the hell out of them first.
• 46:12
  SPEAKER_01: Never let it touch anything that I want people to see.
• 46:15
  SPEAKER_01: I still want to be the one doing it,
• 46:16
  SPEAKER_01: even if it's just a plain black text on white slide,
• 46:21
  SPEAKER_01: because I have a vision problem.
• 46:23
  SPEAKER_01: And I think that it always puts too much text on a slide.
• 46:26
  SPEAKER_01: And then if I am the one presenting,
• 46:28
  SPEAKER_01: even if I know that I only want like three words on the slide and I'm going to talk
• 46:32
  SPEAKER_01: over it, I only want three words on the slide.
• 46:34
  SPEAKER_01: I don't need three giant long sentences because nobody can write that.
• 46:39
  SPEAKER_00: Oh, yes.
• 46:41
  SPEAKER_00: This is your, you know, it's so funny.
• 46:42
  SPEAKER_00: Like our slides, my slides are basically like workbooks that I just like read.
• 46:46
  SPEAKER_00: I mean, I don't read them.
• 46:47
  SPEAKER_00: I'm like, I'm like, I'm a McKinsey girl.
• 46:49
  SPEAKER_00: So like,
• 46:50
  SPEAKER_00: I'm like,
• 46:50
  SPEAKER_00: if you if you couldn't understand the slide without my voiceover that I did not make
• 46:55
  SPEAKER_00: a good slide.
• 46:56
  SPEAKER_00: So a very different slide perspectives.
• 46:59
  SPEAKER_01: And then I go to like,
• 47:00
  SPEAKER_01: I'll go do a guest expert training and the people will be like,
• 47:03
  SPEAKER_01: can you just share the slide deck?
• 47:04
  SPEAKER_01: And I'm like, no, that's my intellectual property.
• 47:07
  SPEAKER_01: I'm not just going to hand it to you so that way you can reuse it wherever you go.
• 47:12
  SPEAKER_01: And you have the recording.
• 47:14
  SPEAKER_01: But if you're not paying me and I'm doing this for free, then you have to sit through my voice.
• 47:18
  SPEAKER_01: That's my impression.
• 47:19
  SPEAKER_01: Yeah, well,
• 47:19
  SPEAKER_00: I'm like,
• 47:19
  SPEAKER_00: I don't handle side deck over because I'm like,
• 47:21
  SPEAKER_00: literally, it's like a chapter of a book structured on slides.
• 47:27
  SPEAKER_00: So Meg, we've talked about my takeaways.
• 47:29
  SPEAKER_00: What are your takeaways for our audience today about building the reputation,
• 47:33
  SPEAKER_00: the authority of the network that precedes kind of like the best outreach?
• 47:40
  SPEAKER_01: I mean, I think all of my takeaways I probably said already,
• 47:42
  SPEAKER_01: but to summarize them back up because we love a good synthesis.
• 47:48
  SPEAKER_01: The perspective has to come first.
• 47:49
  SPEAKER_01: The uniqueness, the differentiator has to come first because people are busy.
• 47:53
  SPEAKER_01: Inbacks are crowded.
• 47:55
  SPEAKER_01: DMs are full of garbage.
• 47:57
  SPEAKER_01: And if your pitch sounds like everyone else's pitch or
• 48:01
  SPEAKER_01: if your website sounds like everyone else's website or
• 48:03
  SPEAKER_01: if your email sounds like everyone else's email,
• 48:06
  SPEAKER_01: then I don't care how many times you workshop it.
• 48:10
  SPEAKER_01: If I could take your name off it and put someone else's name on it,
• 48:14
  SPEAKER_01: then I'm not going to hire you.
• 48:17
  SPEAKER_01: I'm not going to bring you into my membership.
• 48:19
  SPEAKER_01: I'm not going to bring you on the podcast.
• 48:21
  SPEAKER_01: You might be the nicest human alive,
• 48:24
  SPEAKER_01: but if I don't hear something different in your messaging,
• 48:27
  SPEAKER_01: then I don't know how to expand or put a megaphone to your mouth.
• 48:35
  SPEAKER_01: Amplify.
• 48:35
  SPEAKER_01: That's the word I was looking for.
• 48:36
  SPEAKER_01: I don't know how to amplify your message.
• 48:38
  SPEAKER_00: Boom.
• 48:39
  SPEAKER_00: All right.
• 48:41
  SPEAKER_00: If they want to do more of this, Meg, do you have a program coming up soon?
• 48:45
  SPEAKER_01: I do.
• 48:46
  SPEAKER_01: Signal's going to start again on September 22nd.
• 48:49
  SPEAKER_01: So that is a group coaching program that runs for an entire year where I do nine
• 48:55
  SPEAKER_01: to 10 weeks of live training in person.
• 48:58
  SPEAKER_01: Well, not in person,
• 48:59
  SPEAKER_01: on Zoom,
• 48:59
  SPEAKER_01: but live because I want people to be able to Ask questions when they come up instead
• 49:06
  SPEAKER_01: of feeling like they have to track me down later.
• 49:07
  SPEAKER_01: And B, this technology around AI discoverability moves so quickly that even
• 49:12
  SPEAKER_01: between starting it in May and starting it in September,
• 49:16
  SPEAKER_01: I have to update the slides pretty dramatically.
• 49:19
  SPEAKER_01: So going through live and being like, wait, but you said that in May.
• 49:22
  SPEAKER_01: And I'm like, no, but now...
• 49:26
  SPEAKER_01: And so being able to go through a year of it,
• 49:28
  SPEAKER_01: I'm finding that already my spring clients and my spring students are able to say,
• 49:34
  SPEAKER_01: I'm so excited to go through this again because now I get it.
• 49:37
  SPEAKER_01: And I'm going to see how it works now that I have it implemented and starting
• 49:40
  SPEAKER_01: in practice and I can see these changes happening.
• 49:43
  SPEAKER_01: So if that's something that you're interested in,
• 49:45
  SPEAKER_01: you can head over to loveitforcearch.com slash mentorship.
• 49:48
  SPEAKER_01: And there's all the information there about the cohort starting on September 22nd.
• 49:52
  SPEAKER_01: Jessica,
• 49:53
  SPEAKER_01: if people want to work with you on messaging and reputation and authority
• 49:57
  SPEAKER_01: and outreach and perspective, how do they do that?
• 50:00
  SPEAKER_00: So the six months to find your foundations cohort starts on September 19th on Thursdays.
• 50:05
  SPEAKER_00: And again,
• 50:06
  SPEAKER_00: the six months of business boot camp where we're going to cover time management
• 50:11
  SPEAKER_00: and offers and business models and authority and Marketing and relationships
• 50:17
  SPEAKER_00: and sales.
• 50:17
  SPEAKER_00: We cover all the foundations you need to get discovered.
• 50:21
  SPEAKER_00: I have actually at least one student who's doing both of our programs simultaneously.
• 50:26
  SPEAKER_01: Oh, God bless them.
• 50:28
  SPEAKER_00: Well, it is a lot of work.
• 50:30
  SPEAKER_00: But you can go to deeperfoundations.com and look for Define Your Foundations.
• 50:36
  SPEAKER_00: The cohort starts in mid-September.
• 50:39
  SPEAKER_01: So I think we can just finish up with Jessica.
• 50:42
  SPEAKER_01: What can's Aggressively Human in your world right now?
• 50:46
  SPEAKER_00: So my dog,
• 50:47
  SPEAKER_00: while we were gone,
• 50:48
  SPEAKER_00: he went to,
• 50:49
  SPEAKER_00: he was in boarding for two weeks, but for one of the weeks we did enrichment camp.
• 50:54
  SPEAKER_00: So basically it's like they do training with him.
• 50:57
  SPEAKER_00: So while we were gone, we got to see videos of my dog on Facebook going to the farm twice.
• 51:03
  SPEAKER_00: But he also like was quite the little man about town where he went to
• 51:08
  SPEAKER_00: the hardware store and they went to the bookstore and they went to the antique store
• 51:12
  SPEAKER_00: and they would do training with him in those places.
• 51:14
  SPEAKER_00: And he was just like, The happiest little camper.
• 51:17
  SPEAKER_00: But what's really interesting is so I only I normally see my dog walking from the back, right?
• 51:22
  SPEAKER_00: Like, you know, I'm walking him and he's in front of me.
• 51:24
  SPEAKER_00: And so I see,
• 51:25
  SPEAKER_00: you know,
• 51:25
  SPEAKER_00: but like we got to see him from the front,
• 51:28
  SPEAKER_00: like his little face of concentration as he's like walking,
• 51:30
  SPEAKER_00: which is like the most adorable thing ever.
• 51:32
  SPEAKER_00: So cute.
• 51:33
  SPEAKER_00: Yeah.
• 51:34
  SPEAKER_00: So yet another aggressively canine.
• 51:38
  SPEAKER_00: But Meg, what about you?
• 51:41
  SPEAKER_01: Um, by the time this episode goes live, I will have just gotten back from my family's cruise.
• 51:47
  SPEAKER_01: So now I'm at the point and I don't like to talk about it
• 51:51
  SPEAKER_01: until it's already happened because I don't want to be like,
• 51:53
  SPEAKER_01: hey, we're leaving town.
• 51:56
  SPEAKER_01: Similar to your trips out west, you know, early in the summer.
• 51:59
  SPEAKER_01: But so right now.
• 52:01
  SPEAKER_01: As we're recording, I'm like really excited about just like spending time with my family.
• 52:07
  SPEAKER_01: And it's,
• 52:08
  SPEAKER_01: you know,
• 52:09
  SPEAKER_01: my my me and my husband and our two kids,
• 52:12
  SPEAKER_01: both of our mothers and then my brother and his wife and their three kids.
• 52:16
  SPEAKER_01: So there are 11 of us all going on this cruise for a week down to the Bahamas.
• 52:20
  SPEAKER_01: And so I'm just like the anticipatory joy of vacation of like I'm going to spend
• 52:26
  SPEAKER_01: a week and I'm not going to cook.
• 52:28
  SPEAKER_01: And I'm barely going to clean.
• 52:31
  SPEAKER_01: And we have, what is it?
• 52:35
  SPEAKER_01: Five kids, six adults.
• 52:38
  SPEAKER_01: And somehow it has worked out that my two kids are each staying with a grandma.
• 52:43
  SPEAKER_01: My brother still has all three of his kids in his room.
• 52:45
  SPEAKER_01: That's what he wanted.
• 52:46
  SPEAKER_01: That's how he and his wife wanted to do things.
• 52:47
  SPEAKER_01: We're like, great.
• 52:48
  SPEAKER_01: Each of our kids is going to a different state room.
• 52:51
  SPEAKER_01: We actually get to sleep in, in a room without a child on vacation.
• 52:55
  SPEAKER_01: So that's...
• 52:57
  SPEAKER_01: What I'm looking forward to that's just so Aggressively Human is sleeping in.
• 53:02
  SPEAKER_01: Maybe.
• 53:02
  SPEAKER_01: I'll probably still be up at two in the morning.
• 53:04
  SPEAKER_01: Who knows?
• 53:05
  SPEAKER_01: Perimenopause is a bitch.
• 53:06
  SPEAKER_01: Tune back in next week because we're going to be talking all about how
• 53:09
  SPEAKER_01: to celebrate your failures in the dressiest ball gowns that you can imagine.
• 53:15
  SPEAKER_01: And we will see you next week.