Latest / Make Water Work Podcast / Catalyst Collab: Chelsea Boozer & Greg Wukasch | Make Water Work 039

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Catalyst Collab: Chelsea Boozer & Greg Wukasch | Make Water Work 039 · Make Water Work Podcast

0:01
I'm Isaac with 120 Water
0:03
>> and I'm Chelsea with Rogue Water and
0:05
we're excited to welcome you to the Make
0:07
Water Work and Catalyst Collab.
0:22
There's two people that I can't think of
0:25
that would be better to talk about and
0:27
kick off this series than to have
0:29
Chelsea Boozer and Greg Wukash um come
0:32
in. And so, welcome Chelsea and Greg.
0:35
>> Yeah. Thanks for having us. I was like,
0:37
we're excited.
0:37
>> Great to be back.
0:38
>> Yeah. Yeah. And like I like I was
0:41
saying, like the the theme of
0:44
communications, not just how we do it,
0:46
but why we do it is so important. And um
0:50
you two both have championed that cause
0:53
um so much. You've really been like kind
0:55
of bearing that torch and building the
0:57
community around it. So we always like
1:00
to celebrate people who make water work.
1:02
Um but you have this amazing I'm going
1:06
to say conference. It's really an
1:07
experience called Catalyst. And you can
1:09
correct me on that in a minute.
1:11
>> Yeah. But I really want to dig into what
1:13
makes Catalyst work because it's had
1:15
such a big impact on this industry and
1:18
on many professionals. So Chelsea and
1:21
Greg, what makes Catalyst work? And I'll
1:23
make you fight to to who to decide who
1:25
goes first.
1:26
>> Yeah, I'll start us off and uh uh tag
1:29
team Greg in here on the answer. One,
1:32
I'm really glad for the opportunity to
1:34
just kind of dig in what is Catalyst and
1:36
what makes it work. I think that
1:38
question in of itself is so important to
1:42
what catalyst is because it is something
1:44
that works and there is a lot that goes
1:46
into that and we you know we don't like
1:49
to call it a conference. I know in this
1:51
ind industry sector conferences are what
1:53
we we're used to and like that's the
1:55
word we know for it and if I say hey you
1:58
want to come to this experience all of a
2:00
sudden people get scared like what is
2:02
that we're real uh riskadverse industry
2:05
how do I explain that to to my boss but
2:08
the reason we like to use that word is
2:10
because of something called experience
2:12
design and that's what we use to design
2:15
catalyst because there is one thing to,
2:20
you know, sit in front uh in a
2:22
conference room with your PowerPoint and
2:24
kind of tell you different comm
2:26
strategies like that works. That's fine.
2:30
>> That exists elsewhere. And so we would
2:32
not have created an event to do that
2:33
because there there was not a gap in
2:35
that. There is a gap in really modeling
2:38
what we're preaching real strategic
2:40
communications that is sciencebacked,
2:43
researchbacked, how behavioral science
2:45
works. Um, and and there's a lot of
2:47
research based on your environment, how
2:50
you learn something, where you are when
2:52
you learn it, what you're listening to,
2:54
what you're smelling. Those are the
2:56
details that we we'll put we put into
2:58
Catalyst. And I know we'll get into that
3:01
a little more, but I'll just say that
3:03
>> as a summary to start us off. And the
3:05
other thing I'll add before kind of
3:07
turning it over to Greg, who by the way
3:09
is a co-design partner with Rogue on
3:12
Catalyst. He's been around u from the
3:14
beginning from the very first catalyst
3:16
and really helps put the story um to
3:19
these and the impact behind them. But
3:21
what I want to say to some of your first
3:24
comments Isaac in your podcast series
3:27
which is talking to all kinds of people
3:29
in the water sector, not just
3:31
communicators. What is a common thing
3:33
communications? Like it keeps coming up.
3:35
I'm listening in to your episodes over
3:38
and over because this is a huge need of
3:41
our industry and it's a huge piece to
3:44
all the puzzles to the engineering
3:46
operational puzzles to the finance trust
3:49
building affordability puzzles to the
3:50
leadership puzzles like this is
3:53
something our sector needs and that's
3:55
really why catalyst was created to to
3:57
answer that.
3:58
>> Yeah. Yeah.
4:00
>> Yeah. I I I think that you know Chelsea
4:03
said it perfectly. I mean, when we sit
4:05
down and begin to talk about uh the
4:07
design of of any catalyst, we're going
4:09
to storytell. We're going to sit down
4:11
and we're going to talk about how do we,
4:13
you know, h how do we model it in terms
4:15
of what is being presented to uh those
4:18
that are going to those that are going
4:19
to come. Um but even how do we model it
4:23
in the design of Catalyst itself? Like
4:25
we want to be very thoughtful about how
4:27
we go about doing it. We don't do
4:29
anything haphazard. We we we really
4:31
think about venue spaces. is we really,
4:33
you know, we really think about
4:34
>> um the story it's going to tell what she
4:36
just said a while ago. how are you going
4:37
to feel when you leave a particular uh
4:40
you know experience that that you have.
4:43
And so all of that is built into the
4:45
actual design of Catalyst itself with
4:48
the idea that if somebody who comes to
4:50
Catalyst says well I mean how do you do
4:53
this? Like can I really do this in in my
4:55
own setting? we can say, "Yeah, I mean,
4:57
this is purposefully put together this
4:59
way, and we're going to give you a
5:00
little behind the-scenes look at how
5:02
it's put together so that you can then
5:05
go back and practically begin to do that
5:07
on your own uh in your own setting,
5:08
whatever that may may be." So, it is
5:11
very very intentional in everything that
5:14
we do. We spend a whole lot of time in
5:16
the intentionality of of each step along
5:18
the way.
5:19
>> The only thing I'll add, and just to
5:20
back up, I probably should have said,
5:22
"What is Catalyst?" more literally
5:24
catalyst is a three-day event where you
5:26
skills build and and you register to
5:28
come and and we meet together. Um so it
5:31
does have that conference feel and that
5:33
like we are learning better
5:35
communication, we're learning outreach,
5:37
we're learning government affairs, we
5:39
are doing those things over three days,
5:42
but but the words Greg and I are using
5:43
are because we move venues um very
5:46
intentionally and
5:48
>> it's hands-on that I feel like is an
5:51
overused word these days. I think
5:52
everyone wants to make their event
5:55
interactive and so they pop up a minty
5:57
meter and nope, we're interactive all of
5:58
a sudden.
5:59
>> Y
5:59
>> that's not what we mean by interactive.
6:02
Um but we also don't mean like we're
6:04
pushing anyone to go jump on a stage
6:07
with no prep and be super out of their
6:09
comfort zone. Like I think where growth
6:12
happens is a little bit out of your
6:13
comfort zone, but we're not embarrassing
6:15
anybody. Um no one should fear coming to
6:18
Catalyst, but it's much more interactive
6:20
than a menty mater. I'll say that.
6:22
>> Yeah. Yeah. No, that that makes a lot of
6:25
sense. And I think, you know, when I
6:27
when I reflect on one of the things that
6:30
I have loved about um entering the water
6:34
industry when I did in 2018 was that
6:37
what stuck out to me immediately was
6:39
that the professionals that I interact
6:41
with are placemakers. They're very they
6:44
have a deep understanding of their place
6:45
and they know um I think what you
6:48
highlight is the importance of bringing
6:50
that place context into what they do and
6:53
not to not to um put that off to the
6:55
sides like be proud of your place, know
6:58
how to communicate, know how to bring
6:59
those variables together. And I remember
7:01
in the podcast with um with you, Greg,
7:03
where where you talked about your
7:05
background in, you know, going to theme
7:08
park design school and like bringing
7:10
some of those things that like place
7:11
matters, experience matters, and we
7:14
learn better and internalize things when
7:16
we're experiencing it rather than just
7:19
informationing it. Um if that if I could
7:21
coin that term.
7:22
>> Yeah, it's it's true. I I like to say um
7:26
with really any experience design but
7:27
also with catalyst that it's both
7:30
content and context and I think in the
7:33
water space a lot of times in what we do
7:35
with in communications is we focus a lot
7:37
on the content right we want to have all
7:40
the facts and the figures and and all
7:41
and and that's all important but we all
7:44
know that you can you can sit at any
7:46
conference you can sit in a room and see
7:49
all of the facts and figures and a
7:50
wonderfully put together presentation
7:53
And if it's too cold, if it's too hot,
7:55
if the room is boring, you you it it
7:58
affects you. It affects the way you
7:59
learn. And so I think again, I think
8:01
what we're trying to model and what
8:03
we're trying to do a little bit
8:04
different is is understanding it's both
8:06
content and context. And what we do in
8:09
the water space is the content and
8:11
communication, but it's in the context
8:13
that we do it in. the the types of
8:15
community, the types of people, the
8:16
types of spaces that right, the types of
8:19
tourists, uh why are tourists coming to
8:21
your city? All of that is part of the
8:24
context. And and and I think we we model
8:26
that really well in Catalyst to help
8:28
people walk away and say and and I I
8:30
like I like it when people walk away and
8:32
almost say, "What is it like? What's the
8:35
secret sauce about Catalyst that I don't
8:37
that I'm not seeing that I don't get?"
8:38
Like it's right. There's this thing and
8:41
they're just not quite sure what it is.
8:44
And I think that's the beauty of it is
8:46
to be able to say, "Okay, let's have a
8:47
let's have a additional conversations
8:49
about what that kind of secret sauce is
8:51
all about and how you can go about
8:53
creating that."
8:54
>> Yeah.
8:55
>> And I I love designing with Greg for
8:57
that reason, like what he just said. You
8:59
know, sometimes I'm in very like
9:01
executive director mode. I have all
9:02
these logistics that need to get done
9:04
for Catalyst. We have our planning call.
9:06
I get on the call and I'm like, I think
9:08
we should bring in so and so to speak
9:09
about such and such and like D. and he
9:12
he's like, "Okay, well, back that up cuz
9:14
that is a template, right? And this is
9:16
what we do at conferences. This is what
9:17
we as utilities or anyone else in the
9:19
sector do with our events. Like, I'm
9:21
going to send a press release and then
9:23
I'm going to get the CEO to speak and
9:24
then I'm going to do this." But why? Why
9:27
are we doing any of that? What is the
9:28
purpose? What does it mean? And if we
9:31
ask ourselves that, I think a lot of
9:32
times we find, oh, we were just doing
9:34
that cuz like that's how you're supposed
9:35
to put on a press conference or that's
9:38
how you're supposed to put on um so Greg
9:40
and I and there there are other books
9:42
and um learning behind this too, but we
9:45
really use Pria Parker's The Art of
9:47
Gathering, which
9:49
>> talks about using purpose as your
9:51
bouncer and like starting with your
9:53
purpose. Why are you bringing people
9:54
together and what do you want them to
9:56
take away? And then measuring every
9:58
decision against that. And that's how
10:00
Catalyst turns up so unique.
10:02
>> Yeah. Yeah, it does. And I like in our
10:05
conversations um Chelsea, I know I think
10:08
one of the impactful things that um that
10:10
you said on on the podcast that um
10:13
conversation that we had earlier this
10:15
year or last year was just that
10:17
communication strategy is an asset just
10:20
as much as a pump, a lift station, like
10:24
that has to be treated like an asset.
10:26
And so it it is more than just a
10:29
creative arts thing. It's it's a craft.
10:32
There's a science. Like there's there's
10:34
a lot more into that goes into it. And
10:37
so you not only
10:39
bring that to the forefront, but you're
10:42
also allowing people to experience that
10:45
from
10:47
every angle possible within that within
10:49
those three days um three days at
10:52
Catalyst.
10:53
>> Yeah. And you know, if I can wave a
10:55
magic wand across the sector, I would
10:59
get people to believe that, believe what
11:01
you just said because I think we say it
11:03
sometimes or I'll say it and people nod
11:05
their head along,
11:06
>> but at the end of the day, I don't know
11:08
that they value a strategic comm's plan
11:11
as much as they value a preliminary
11:13
engineering report. They don't think it
11:15
carries the same weight. But I think
11:17
we've seen time and time over again when
11:20
you don't engage properly with the
11:22
community, with the city council, with
11:25
your commission, with the business
11:26
community, with whoever stakeholder it
11:28
is that things fail in this sector just
11:31
like a pump fails.
11:33
>> And Catalyst is a place where we slow
11:37
down to really put our attendees in the
11:42
boots of those that they engage with. I
11:44
think, you know, I used to work at a
11:46
utility. Greg still works at a utility.
11:48
I understand, you know, what it's like
11:50
to be in that seat day in and day out
11:53
and all the pressures that are coming
11:54
and how we're needing to communicate out
11:56
and now you're telling me I need to
11:57
listen to people too with what time,
11:59
when am I going to do this? We purposely
12:02
put our attendees in physicians where
12:05
they feel certain things and then we'll
12:07
reflect and say, "Didn't you feel like a
12:09
little angry right then or a little
12:11
confused or a little curious?" That's
12:14
probably how your customer feels when
12:16
you, you know, don't invite their um
12:19
opinion or just leave a a door knocker,
12:22
a door hanger on on the door. And so
12:26
yeah, I I I think this is the stuff that
12:30
makes or breaks all of our projects.
12:33
Like this how we build trust is the
12:35
throughine to everything. Unfortunately,
12:38
you know, people think because they can
12:39
talk, they can communicate and that's
12:41
not true. There is skills behind this
12:43
and that's what we want to dig into at
12:45
Catalyst and spread to everyone like
12:47
everyone needs the skill set.
12:49
>> Yeah. Yeah. Now tell us about this
12:52
year's location. what you're what you're
12:55
excited about for this year's Catalyst
12:57
in particular.
12:58
>> Yeah. So, it's in San Diego, California.
13:01
What a better, you know, can't get a
13:03
better location than that. Um, so if
13:05
that's all that brings you out, we'll
13:07
take you uh you'll leave inspired. It is
13:11
September 1st through 3rd. Although, um,
13:13
for the first time ever, we do have some
13:15
pre or pre- catalyst workshops on August
13:18
31st with a couple different partners.
13:21
And we're really digging in. I'll say we
13:24
have the content and context theme,
13:27
right? Content and creative theme.
13:29
Creativ create creatively. Uh we're d uh
13:33
we're kind of welcoming you into a
13:35
dinner party. I know that makes no sense
13:37
to the common person. I don't mean
13:39
you're necessarily like sitting down to
13:42
a dinner party. It is a three-day thing.
13:44
Um but that's kind of the storyline
13:48
we'll be inviting you into. We always
13:50
invite you into a new world that we
13:52
design for you. That only happens at
13:53
Catalyst and that you can connect with
13:55
your peers over, but we're uh
13:58
contentwise digging into all the things
14:01
we just talked about when it talks about
14:02
building public trust, but specifically
14:05
how we show up. So Rogue Water has
14:07
something called the four pillars of
14:09
public trust and it's transparency which
14:12
telling the truth, relationships through
14:14
experiences, showing up, how we show up
14:17
as anchor institutions and as as the
14:19
public health sector for our community
14:21
and earning advocates. So, we always go
14:24
through all of those in different ways,
14:26
but we really want to explore how we
14:29
show up in service to our communities,
14:31
how we show up in different rooms with
14:33
different audiences and what the
14:35
hospitality pieces to that. So, um, Greg
14:38
with his really unique background, as
14:40
you said, theme parks, but also
14:42
hospitality is bringing a lot to that.
14:44
And I don't know if you want to add any
14:45
anything to the creative side of it,
14:47
Greg.
14:47
>> Yeah. Well, I I it's Yeah, it's funny. I
14:50
think sometimes when we're planning and
14:51
I I tell Chelsea some things. She's
14:52
like, "My gosh, I didn't know you you
14:54
did all of that." And it and that it
14:56
just kind of works into our storyline,
14:57
but I also for 14 years was an adjunct
15:00
professor in the tourism hospitality
15:02
department in a local college here. And
15:04
so, um, yeah, so we're we're bringing
15:06
that idea of, uh, we we talked about the
15:08
idea of a servant who, you know, maybe a
15:11
little bit old school, but but who, you
15:13
know, in a fine dining restaurant, they
15:14
have the towel draped over their arm,
15:16
right? And they're there. They're there
15:17
to serve. and that that metaphor, that
15:19
concept idea of, you know, we're more uh
15:23
we are servants. That's what we do in
15:25
our communities. We are here to serve
15:27
serve the the people uh in our
15:28
communities. And so, what does that look
15:30
like? What what does that look like when
15:32
things are going really well? What does
15:34
that look like when things are not going
15:35
so well, when they're failing? What does
15:37
that look like when, you know, you're
15:39
being called names and you're not
15:40
getting the same hospitality back? And I
15:43
love what Chelsea said while ago and I
15:45
and I want to just reiterate that the
15:46
fact that we we are not afraid in a very
15:49
professional strategic way to dive into
15:52
sort of those emotions and those
15:54
feelings like what are you feeling?
15:55
Yeah. How how does this impact you?
15:58
>> Again, I think that's part of the secret
15:59
sauce of Catalyst that we're not just
16:01
there with facts and figures. We're
16:03
there to deal with the holistic side of
16:05
of the work that we do. So yeah,
16:07
hospitality is a is a huge kind of
16:10
passion of mine and I'm really glad that
16:13
we're diving into that this year. And we
16:15
don't like to give a whole lot away. I
16:16
know we're we sound like we're we're
16:18
talking around it, but part of it is is
16:20
that we don't want to give too much away
16:21
because if we do then,
16:23
>> yeah, then we give you too much
16:24
expectation. We want you to come and
16:26
experience what it is and and experience
16:28
some of the surprises that are going to
16:29
be there. But if you look at what
16:31
Chelsea's been putting out in some of
16:33
the advertisements and social media
16:35
posts, you'll get a really good sense of
16:37
of where things are going and some of
16:38
the icons and and metaphors and things
16:41
of that nature. It's be pretty pretty
16:43
amazing as always. It's going to be
16:44
pretty amazing.
16:45
>> Well, I think that's one of the things
16:47
is that there's so much when you you
16:49
know, I experienced my catalyst for the
16:51
first time last year. Um, and it was an
16:54
amazing experience. And when you look
16:56
at, you know, everything from the
16:58
outside in, it's like there's so much
17:00
FOMO. It's like, it looks like you're
17:02
having so much fun. But let's actually
17:04
talk about how would a water utility
17:07
professional justify like this. It is a
17:10
lot of fun. And
17:11
>> yeah,
17:12
>> it's not just more than fun. It's
17:16
the experience. I I'll just come back to
17:18
it is how it's internalized. So, but um
17:20
but let's unpack that a little bit.
17:23
>> Yeah. Um, how would you respond to that,
17:25
Chelsea?
17:26
>> Yeah, it's a perfect segue because I was
17:28
going to ask you a question and after I
17:30
answer this, it it lines up my question
17:31
for you personally as a first-time
17:33
attendee last year. You know, I think
17:36
people are listening to us and we're
17:38
talking about communications and
17:40
feelings and fun stuff and, you know,
17:42
they're going to have that question of
17:44
like, okay, well, you know, my work is
17:46
paying for me to go. Am I going to get
17:48
anything out of this? I think everything
17:50
Greg just talked about um in relation to
17:53
showing up when people are mad at you,
17:56
this is what we're experiencing in the
17:57
water sector. We're talking about very
18:00
scary stuff with people. And never at
18:02
another time in history have they had so
18:05
much access to information, true
18:07
information, misinformation, people
18:10
hyping them up, people making them
18:12
angry. And we all of a sudden mostly
18:15
trained as operators and engineers and
18:17
finance people are having to deal with
18:20
that. And when I say with it, I don't
18:22
even mean that negatively. I love our
18:24
customers and they are so valid in their
18:26
questions and concerns and thoughts.
18:28
>> I am also questioning and concerning and
18:31
thoughtful about what I put in my body
18:34
when it comes to public health. And so,
18:37
you know, we're we're being asked as a
18:39
sector to meet the moment and, you know,
18:43
have these conversations with people
18:46
under really intense pressure um when we
18:49
don't always have the answers when
18:51
science is continuously changing. So,
18:54
you're we're diving into that at
18:56
Catalyst and we bring in expert
18:58
practitioners who do this day in and day
19:00
out, who are skilled at different
19:03
segments of of how to do that. And I'll
19:05
say the biggest question I get from CEOs
19:08
even from from like top vice presidents
19:12
of engineering is how to do that piece,
19:14
how to engage with people and catalyst
19:16
is where you learn those answers. Um we
19:19
don't also also we don't only do it with
19:22
water professionals. We usually bring in
19:24
a mayor and we hope to have a mayor this
19:26
year. Um not ready to announce it yet,
19:28
but stay tuned to this little summer
19:30
series.
19:31
>> You might um get to speak with him. We
19:33
had a mayor come in every year and tell
19:35
us,
19:36
>> "Hey, what, you know, how can we reach
19:38
you better?" And we love it because or
19:40
our attendees love it because it's not
19:42
their mayor. They have all these burning
19:44
questions that they're scared to ask
19:45
their mayor. They can ask this mayor.
19:47
Um, this mayor could tell them like,
19:49
"Hey, I hate when people text me at 5:00
19:51
p.m. or I would rather people text me at
19:53
whatever time rather than like I'll miss
19:55
an email." We get into those things of
19:57
how to do that. So, you were absolutely
20:00
learning and skills building. In fact,
20:03
in ways that like you don't get to
20:05
anywhere else. What looks like fun on
20:08
the videos is one a lot of fun, but two
20:11
is the actual science and strategy
20:13
behind how humans learn and how humans
20:16
are engaged with. And not only are you
20:18
getting to experience that at Catalyst,
20:20
the whole point is what Greg said
20:22
earlier, we are modeling what we're
20:25
teaching.
20:26
>> You go back and you do this, too. And it
20:28
doesn't mean you got to bring in a
20:30
singer and an improv person. That's not
20:33
the point. And we unpack all that
20:34
catalyst, but the point is genuine
20:36
engagement and everyone can do it and
20:39
that's what you're taking away. So I was
20:41
going to ask you, Isaac, as someone who
20:44
your words have had FOMO because you've
20:46
seen videos and finally you got to your
20:48
first catalyst last year, which is
20:50
amazing uh to have you there.
20:53
>> What did you take away from it? Was it
20:55
more than just kind of having fun for
20:57
three days?
20:58
>> It it was it was a lot more than just
21:00
having fun. And I had a lot of fun.
21:03
>> So So I had a lot of fun, but I I think
21:08
for me, one, it was in Milwaukee, which
21:11
was a great city. Milwaukee mayor, to
21:13
your point, was a great so so gracious
21:18
with with kind of letting us peek under
21:21
the hood of of how his mind works and
21:23
and how that relationship works. But I
21:26
think for me when I think about a
21:28
specific session, there was um there was
21:31
a a mirror put had a
21:35
had this roll thing where you just
21:39
walked in and you were in the in the
21:42
middle of a crisis communications
21:45
issue. You had you had angry
21:48
constituents. You had an advocacy group.
21:50
You had the mayor call. Like so she was
21:52
walking you through and just kind of
21:54
saying, "Hey, this information just came
21:56
in. How would you respond? How do you
21:57
respond?" And so you got to feel the
22:00
anxiety
22:02
>> um of that. And it's better to have that
22:05
>> in that space than it is to wait to
22:07
build to say, "Oh, wait. I wish I had a
22:10
really good relationship with my mayor
22:11
right now."
22:12
>> Um so it wasn't just building
22:14
relationship or trust with the
22:16
community. was also saying, "Who else am
22:17
I going to have to work with when things
22:20
happen and how do I build and how do I
22:22
anticipate those?" So, I felt like that
22:24
was really valuable. Um, and that kind
22:27
of went deep. And then, you know, you
22:30
had a um Britain Smith from New York
22:34
City who kind of walked people through
22:36
this like how to be creative, how to
22:38
open open yourself up. It was a wider
22:41
experience. It was really just giving us
22:42
permission to like
22:44
>> Yeah. be safe, play, and understand that
22:47
like when you're playing, you're in a
22:49
safe space, you have good ideas, and
22:51
that helps helps keep you rooted. Um,
22:54
and so that there was a lot
22:56
>> there's a lot there.
22:57
>> And Amir Palasio session you mentioned,
22:59
it was really like through that was an
23:00
example of through immersion. It's, you
23:03
know, we can think all we want all day
23:05
of like someone, you know, just showing
23:08
how they did a case study, but when
23:11
you're having to live think through
23:13
these things, feel these emotions, you
23:16
learn so much better and you can figure
23:18
out practically how you take that back
23:20
into the situation you are in back in
23:22
the real world. Greg and I talk a lot
23:25
about and we we talk to our attendees
23:26
about
23:27
>> you get to be in this world for three
23:29
days and three days only. like the world
23:31
ends and I hope you take this community
23:33
with you but we want to prepare you here
23:36
how to be who you were here to be a
23:39
bring a piece of that person back to the
23:42
real world and how you can engage this
23:43
way there so there's a lot of prep and
23:46
what which goes into the second piece
23:48
you highlighted with Britain Smith who
23:51
is um I think like an Emmy-winning
23:53
artist out of New York City a singer uh
23:56
performer is complex human dynamics that
23:59
is something you know, most professional
24:02
organizations and conferences like steer
24:04
away from like what do you mean emotion?
24:06
That's not professional. We bring
24:08
emotions with us every single day. Um
24:11
the people-to-people interactions are
24:13
what is hard and and what either drives
24:16
work forward or doesn't um I took a lot
24:19
away personally from Britain's session.
24:21
People were leaving his session in tears
24:24
because it opened up so much in them.
24:26
And Catalyst is a place where everyone
24:29
commits to the fit and like shows up
24:31
vulnerable. It is so unique to
24:33
experience that. Like it moves me every
24:36
single year to be in a room with that
24:38
many people who have opened up in that
24:40
way. And in that particular we Greg and
24:44
I call this the soul moment of catalyst.
24:46
It changes every year. Um it's always
24:48
through a different method. Uh the year
24:51
before we had a poet come in um who like
24:54
a poet for the city of Philadelphia that
24:56
that led us through some things of like
24:58
how our customers feel and like we had
25:00
to put ourselves in their shoes. But
25:02
yeah, where I was getting to with with
25:03
Britain is he really had us talk about
25:06
and show with our fingers on a level of
25:08
one to five how we felt about certain
25:11
statements or how comfortable certain
25:13
things were for us. And when you looked
25:15
around that room, which had older and
25:18
younger, newer to the industry, 30 years
25:20
in the industry, manufacturers, CEOs,
25:23
communication specialists, engineers,
25:25
like all different types of people, they
25:28
saw each other in that way where they
25:32
were practicing vulnerability in, you
25:34
know, an easier, comfortable way by just
25:36
holding up their hand. But when you
25:38
unpacked with them later on at dinner or
25:41
at at happy hour, they felt really
25:44
emotional when they saw, you know, one
25:46
of the questions was, um, do you feel
25:48
seen in your work? Do you feel seen in
25:50
your workplace? Um, and and a lot of
25:53
people held up a one that moved people
25:56
who held up a five to tears cuz they
25:58
never realized that. So that's the kind
26:00
of stuff we're digging into in Catalyst.
26:03
um that you know we don't think or I
26:05
I've just never experienced other spaces
26:07
out there that that open up to that kind
26:09
of stuff. So I'm glad that was one of
26:11
your moments.
26:12
>> Yeah. Well and I I also think it's it's
26:15
worth answering the question this way
26:17
too because you know I where 120 water
26:21
will be a sponsor. I think it's worth
26:23
from a sponsorship standpoint. So when
26:25
I'm there with my with my I also have a
26:29
solution that I hope to bring to market
26:32
hat on. Um that's me with a hat on. Um
26:36
>> I get a lot and I think the best the
26:39
best organizations get a lot when they
26:41
are willing to spend time listening to
26:44
the community and participating. I'm not
26:47
there with an answer. I'm there with a
26:49
lot of curiosity, a lot of questions,
26:51
and I want to understand
26:54
>> how I want to understand what the
26:56
biggest needs are. And to me, it's so
26:59
important for
27:02
we know that the work that water
27:03
professionals do require
27:06
a lot to be a lot of data to be reported
27:09
up to regulators, but also a lot of
27:11
information to be communicated out. and
27:15
that relate that's a complex a complex
27:19
dynamic that doesn't necessarily exist
27:21
for a lot of other industries um where
27:24
you're needing to balance both of those
27:26
at once and so I think that's like the
27:29
missional part of me is like I I want to
27:31
be at the epicenter of that like
27:33
whatever's going on and I believe that
27:35
that's at the catalyst community is it's
27:39
the people who value that and that's
27:42
that's where the changemaking is going
27:44
to happen.
27:45
>> Yeah. And I love to hear that from your
27:47
perspective both as an attendee and a
27:49
sponsor because you know one thing we
27:51
tell our sponsors and we hear back from
27:53
both attendees and them is that um
27:57
Catalyst really is a community of
27:59
innovators. These are the ones pushing
28:01
the conversations forward, pushing the
28:03
needle forward, the ones at their
28:05
workplaces that are gonna go back to
28:07
whoever, whether they are the decision
28:08
maker or there's a different team and
28:10
say, "Hey, I think we should think about
28:12
this." or hey this would be on the
28:14
cutting edge like these are the daring
28:16
people that are going to do that and
28:18
unlike you know a bigger event this
28:21
curated community like you're able to
28:24
sit and build relationships get to know
28:27
people like join them along the journey
28:30
like you said instead of just being
28:31
there to sell something to them and yeah
28:34
people have found that so valuable and
28:37
what I like is that it also models what
28:39
we teach you know I said one of the four
28:41
pillars is relationships through
28:42
experience. And no, you know, whatever
28:46
piece you play in the catalyst journey,
28:48
whether you're a partner uh in
28:50
sponsorship, whether you're an attendee
28:51
or a guest, whether you're a guide,
28:54
which is what we call our speakers
28:55
because they really guide us along the
28:56
journeys,
28:57
>> you are getting to be a piece of that
29:00
story and like getting to experience the
29:03
full full four pillars of public trust.
29:06
So, yeah, I loved kind of hearing those
29:08
pieces in your answer. Yeah, you've said
29:10
some key key phrases there and I know
29:12
again I you know again not to be too
29:14
cliche here but we do we we have said
29:18
uh that catalyst is really a movement
29:20
and that's you know that's a really good
29:23
I think a really profound larger way I
29:25
see and and this is just the way my
29:28
brain works but I I see this whole sort
29:31
of catalyst ecosystem that goes far
29:34
beyond just
29:37
and and the and the three days is
29:38
powerful but It goes it goes beyond that
29:41
and and sometimes I think we don't even
29:44
know and I don't think we will ever know
29:46
the impact that those three days and
29:49
then the greater ecosystem that's being
29:51
developed is having upon the industry. I
29:54
think once a boulder begins running
29:56
downhill on on certain concepts and
29:58
ideas you can't stop it. uh but you also
30:01
can't control it and so it just it just
30:03
goes and that's again the beauty of the
30:06
movement of catalyst is it stirs in
30:08
people it creates a a catalyst community
30:11
of people that maybe have never spoken
30:13
to one another it brings new partners in
30:15
that say oh gosh we want to be a part of
30:17
this that means the whole ecosystem
30:19
that's being sort of uh put together
30:21
whether we see that or not I believe
30:23
it's there I believe it's being
30:25
assembled and uh it's just it is so much
30:28
fun it it after almost 30 years of being
30:31
in the water space. It It is one of my
30:34
all-time most favorite things to be a
30:36
part of. For for sure.
30:38
>> Yeah. Yeah. Well, and I I think it's,
30:41
you know, it's I love what you just said
30:45
because we can get so focused on
30:49
measuring the impact and measurement is
30:51
absolutely important and we need key
30:53
performance indicators and we need to
30:56
have measurements, but we also have to
30:58
leave enough space to hold it loosely to
31:00
have something else happen that might be
31:04
we didn't anticipate because
31:08
those things happen anyway. way. Like 5
31:10
years ago, who would have predicted
31:14
that data centers would be at the
31:18
forefront of every community
31:20
conversation and now all of a sudden we
31:21
have to have like STR like there
31:23
>> like
31:24
>> and it went from
31:26
the sentiment went is is swinging so
31:30
wildly or like anything any of those
31:33
topics like we actually have no idea
31:35
what's going to happen.
31:36
>> Yeah. But we also have no idea what's
31:38
going to happen. Like it's just not like
31:40
that's not like we have no idea what's
31:42
going to happen.
31:42
>> Yeah.
31:43
>> Ter like let's be terrified. We also
31:46
have no idea what's going to happen.
31:47
Like that that actually can be a
31:49
statement with just as much hope.
31:51
>> Um
31:52
>> and I do want to let people know what is
31:55
going to happen. So today is the start
31:59
of a minieries on the Make Waterwork
32:02
podcast. Um, and what is going to keep
32:04
happening is that we're gonna get to
32:06
have a lot of the guests um or a lot of
32:09
the guides be guests on on this, whether
32:12
they're current going to be a guide for
32:15
the upcoming Catalyst or or been a a
32:19
guide in a previous Catalyst and um
32:21
which a lot of those folks have already
32:22
been guests on on my podcast because I
32:25
met them at Catalyst. So um that that's
32:27
another
32:28
>> excited for that though because you know
32:31
actually a lot of the practitioners we
32:33
bring in to be expert guides at Catalyst
32:36
are not always the ones you you see at
32:38
every conference are not the ones
32:40
speaking you know everywhere the same
32:43
all like we are really trying to push
32:44
the sector forward um and hopefully
32:48
introduce you guys to like a broader um
32:51
swath of experts out there. So I'm
32:53
really excited too and you know some of
32:55
the things you'll you hear them talk
32:56
about is exactly what you just got into
32:58
Isaac. Well hey everyone needs KPIs. How
33:01
do I measure that? what is public
33:03
perception of reuse and data centers and
33:06
um del and what is uh how do we pull our
33:10
customers like we will get into all of
33:12
that and we have experts you know coming
33:14
in on all those piece p pieces too but
33:17
then also the complex human dynam
33:20
dynamics and the behavioral science
33:22
between behind hey if you message this
33:24
way humans tend to respond this way but
33:27
if you message that way they tend to
33:29
respond that way those are some key
33:31
strategies um that we need to know. So,
33:33
yeah, I'm so excited that you'll be
33:34
hosting um all of them over the summer
33:36
and everyone will uh get to hear from
33:38
these guys.
33:40
>> Yeah. Yeah. Yeah. Me, me, too. It's It's
33:42
great. And I again, I just can't thank
33:44
you both enough for what you've brought
33:47
and what you've created. I know that it
33:50
has already gone beyond what you could
33:53
have imagined and I already am excited
33:56
for how much further it's going to go. I
33:59
do want to say to the listeners um as
34:01
well, there's still time perhaps when
34:04
you're listening to this to sign up. So,
34:07
so Chelsea, where do they go to find out
34:09
more information about the Catalyst
34:11
experience?
34:12
>> Yes, great question. Um if they go to
34:15
catalyst.org,
34:18
um there'll be a catalyst tab there.
34:20
They can find out everything they need
34:21
to know, how to register. Um, we do have
34:24
limited seating. So, if you are hearing
34:26
this and there is time before September
34:28
1st, 2026, uh, go ahead and get your
34:32
seat locked in.
34:34
>> And there's opportunities for
34:36
sponsorship. Again, that's that's been
34:38
already been a value to to me and to
34:41
120. We're excited to sponsor um, this
34:43
year. And and if you're listening to
34:46
this and you're like, well, it is
34:47
September 4th and I missed it. Catalyst
34:50
is a community and it's going to happen
34:52
again next year and there's there's
34:54
other programming beyond this, but but
34:56
we are really excited to shine a
34:58
spotlight on the guides for this year to
35:01
really let you get to see a little bit
35:04
of that and um and we'll make sure to
35:06
not um not not spill everything out in
35:09
the uh all all at once um and to
35:13
surprise us which actually makes
35:15
Catalyst so fun and return attendees.
35:18
We've kind of got like this little cult
35:20
following and they're always looking for
35:21
our Easter eggs. We have Easter eggs in
35:24
the design and the story every year. But
35:26
yeah, I can't thank you enough, Isaac.
35:28
One, for the opportunity to talk about
35:29
this, but two, you know, 120 being a
35:32
partner, you know, the partners and
35:34
sponsors who sign on to Catalyst are so
35:36
important because it takes a unique like
35:39
forwardthinking innovative company to
35:41
get behind this work and to see like the
35:44
impact of this work in our sector. um
35:47
and they also help keep this accessible
35:49
so that everyone can um kind of come and
35:53
reach the skills building. So, thanks to
35:55
120 and um yeah, so excited for uh all
35:58
the conversations over the summer.
36:00
>> Yeah, absolutely. And thank you all for
36:03
tuning in. I say this every time. I love
36:07
um this Make Waterwork podcast. I love
36:09
the community that it gets that it gives
36:11
me the opportunity to to um to interact
36:15
with and we really hope that you take a
36:18
look at Catalyst and take a look at
36:21
where you can have an impact and where
36:22
you can grow your skill set um in this
36:24
industry and we'll talk to you next
36:26
time. Thanks for listening to the Make
36:29
Water Work podcast. If you enjoyed
36:31
today's episode, please take a moment to
36:34
like, share, and subscribe so you never
36:36
miss a conversation. We'd love to hear
36:39
your thoughts and questions. Connect
36:41
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36:42
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36:45
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