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Beth Gast · Tracks To Success

• 0:00
  SPEAKER_03: Hi there, everybody.
• 0:01
  SPEAKER_03: I'm Craig Cann.
• 0:03
  SPEAKER_03: Right now on this edition of Tracks to Success.
• 0:07
  SPEAKER_03: What does it take to help shape the reputation of some of the most recognizable brands in sports?
• 0:14
  SPEAKER_03: And after more than three decades inside major organizations, what does it take to step away, trust your experience, and build a brand of your own?
• 0:24
  SPEAKER_03: She has spent her career at the intersection of sports, communication, and brand reputation.
• 0:31
  SPEAKER_03: A journey has included more than a decade with the LPGA Tour, leadership roles with Nike and Adidas, and now her own firm, BG Public Relations.
• 0:43
  SPEAKER_03: We'll talk about the career decisions that shaped her, the lessons she learned inside some of the world's most powerful sports brands, and why she eventually decided the next great brand she needed to build was her own.
• 0:58
  SPEAKER_03: Her name is Beth Gass, and her journey of success starts now.
• 1:05
  SPEAKER_00: Welcome to Tracks to Success, the podcast that introduces you to inspiring people with inspiring stories.
• 1:13
  SPEAKER_00: It's your chance to hear from top leaders, entrepreneurs, visionaries, and change makers as they share how they found their way to the top and how their journey can help you find your own.
• 1:25
  SPEAKER_00: And now here's your host, former network broadcaster, C-suite executive, best-selling author, and keynote speaker, Craig Kahn.
• 1:35
  SPEAKER_03: Beth, thank you so much.
• 1:36
  SPEAKER_03: It's an absolute pleasure to join me and you together on this podcast.
• 1:42
  SPEAKER_03: Um, we've got some commonalities, a little time at the LPGA.
• 1:45
  SPEAKER_03: We'll get into that, but you've spent more than three decades helping some of the most recognizable brands.
• 1:52
  SPEAKER_03: We're also going to talk about your own brand.
• 1:54
  SPEAKER_03: So thank you so much.
• 1:55
  SPEAKER_03: It's great to see you.
• 1:56
  SPEAKER_01: Oh, it's good to see you, Craig.
• 1:58
  SPEAKER_01: Yeah, we go way back.
• 1:59
  SPEAKER_01: Yeah, it's nice to be here.
• 2:00
  SPEAKER_01: Thanks for having me.
• 2:01
  SPEAKER_03: Well, when we talk about PR experts, I put you in that category.
• 2:05
  SPEAKER_03: I'm going to start with a question right off the top.
• 2:08
  SPEAKER_03: Why do people, no matter where they are in their career, need to be perhaps their own personal PR firm?
• 2:18
  SPEAKER_01: Well, I think first of all, you need to, you want to have uh a passion for PR, right?
• 2:25
  SPEAKER_01: Like for storytelling.
• 2:26
  SPEAKER_01: Everybody loves stories.
• 2:28
  SPEAKER_01: And, you know, I think that's probably number one, you need to like love storytelling, um, engage with people, um be curious, um, those kinds of things.
• 2:44
  SPEAKER_01: So I think that's where I would start first is, you know, do you do you love PR?
• 2:50
  SPEAKER_01: And then obviously, you know, brands are important.
• 2:54
  SPEAKER_01: What do you love about brands?
• 2:56
  SPEAKER_01: What what appeals to you um um with brands?
• 3:01
  SPEAKER_01: So, you know, how does and then who are you inspired by?
• 3:05
  SPEAKER_01: I think inspiration, inspiration is a big part of it.
• 3:08
  SPEAKER_03: I think we all have to protect ourselves, right?
• 3:11
  SPEAKER_03: We're climbing a ladder and we need to think about reputation.
• 3:14
  SPEAKER_03: We need to think about brand.
• 3:16
  SPEAKER_03: Do you think people think about that often enough?
• 3:20
  SPEAKER_01: I don't.
• 3:21
  SPEAKER_01: I think they get too bogged down with the details and they don't take a lot of time to step back and look at the bigger picture.
• 3:30
  SPEAKER_01: I that's what I think.
• 3:31
  SPEAKER_01: I think our world is moving so fast, and it's always good to pause and just kind of, you know, put some thought into that.
• 3:40
  SPEAKER_03: So let's start at the beginning.
• 3:42
  SPEAKER_03: I want I want to talk about your career.
• 3:44
  SPEAKER_03: I I find it fascinating.
• 3:46
  SPEAKER_03: Um, when did you find yourself being attracted to public relations?
• 3:52
  SPEAKER_03: And and did you have any idea then that it would all lead to this?
• 3:57
  SPEAKER_03: That was that a goal.
• 3:59
  SPEAKER_01: Well, I I have to say I'm one of the fortunate ones.
• 4:02
  SPEAKER_01: I was in college and I had a professor.
• 4:06
  SPEAKER_01: Um, he uh it was a communications class, and he he said, Okay, students, what would you do if you're a PR person?
• 4:15
  SPEAKER_01: There, so he stated this case, and it was a true story about a boy who his immune system did not work, and he had to live in a bubble because of germs.
• 4:27
  SPEAKER_01: So, um, and this was in Texas, at Texas Children's Hospital.
• 4:31
  SPEAKER_01: So he had to live in this bubble, and so the hypothetical case study from the professor was if you were the PR person at the hospital, what would you do to generate attention to this?
• 4:45
  SPEAKER_01: Because it's a good story that you're the only hospital that has a patient like this, yet the family wants privacy.
• 4:55
  SPEAKER_01: So how would you handle it?
• 4:57
  SPEAKER_01: And when he stated that case study, I would I I just felt a spark like that's so interesting, you know.
• 5:04
  SPEAKER_01: So that's PR.
• 5:05
  SPEAKER_01: And then I I loved sports.
• 5:07
  SPEAKER_01: I I grew up playing sports.
• 5:09
  SPEAKER_01: I was a big tomboy growing up, so I'm like, can I can I combine both?
• 5:14
  SPEAKER_01: So that's how it started.
• 5:16
  SPEAKER_01: Interesting.
• 5:17
  SPEAKER_03: Yeah, that that's a great story, and and it speaks to the emotion that can also be tied to, you know, storytelling.
• 5:24
  SPEAKER_03: Absolutely, yeah.
• 5:25
  SPEAKER_03: Um, with regard to your story, you spent more than a decade with the LPGA tour.
• 5:30
  SPEAKER_03: And I would say that was during um an important period of growth, also change.
• 5:35
  SPEAKER_03: What do you think that experience taught you about building a sports brand, promoting stars, all of that?
• 5:43
  SPEAKER_03: I did it later.
• 5:44
  SPEAKER_03: I came after you, but I want to hear your story.
• 5:47
  SPEAKER_01: Yeah, when I did it, which when I worked there, which was long before you, I'm older than you, Craig.
• 5:52
  SPEAKER_01: Um, I uh it was back in time when sports, women's sports wasn't very attractive.
• 5:59
  SPEAKER_01: I mean, I thought it was, right?
• 6:01
  SPEAKER_01: I love sports, um, but media weren't as interested in women's sports versus men's.
• 6:08
  SPEAKER_01: And so what I took away from that was when I first started, we were reactive as an association.
• 6:17
  SPEAKER_01: And I'm like, oh my gosh, I went to my boss, I said, we need to be proactive.
• 6:22
  SPEAKER_01: It was kind of like a light bulb went off, and I said, Can I go to New York?
• 6:26
  SPEAKER_01: And can I meet with like producers and editors and those kinds of things?
• 6:32
  SPEAKER_01: And she said, absolutely.
• 6:34
  SPEAKER_01: So um I think what it taught me was first of all, what are the stories and why would it matter to people who are watching or reading or whatever, wherever whatever they're doing.
• 6:48
  SPEAKER_01: Um, and then who does it, who would be interested in this?
• 6:51
  SPEAKER_01: Is it ABC World News?
• 6:53
  SPEAKER_01: Is it ESPN?
• 6:54
  SPEAKER_01: Is it Business Week?
• 6:56
  SPEAKER_01: So I it I my time at the LPGA right out of college, it was my first job.
• 7:03
  SPEAKER_01: It was incredible.
• 7:04
  SPEAKER_01: I learned so much.
• 7:06
  SPEAKER_01: I learned a lot about myself.
• 7:08
  SPEAKER_01: Um, I gained confidence, I learned how to work with athletes, I learned how to work with sponsors, I knew I learned how to work with media and those and press operations, all of it.
• 7:18
  SPEAKER_01: So um the LPGA days, it was fantastic.
• 7:22
  SPEAKER_01: It really set my career in motion.
• 7:25
  SPEAKER_01: It was awesome.
• 7:26
  SPEAKER_03: So you said you learned a lot about yourself.
• 7:28
  SPEAKER_03: Uh obviously, you have to learn about dealing with athletes and and their brands, if you will.
• 7:33
  SPEAKER_03: What did you learn about your own brand, especially at a young age, that could help other people who are listening or watching here?
• 7:39
  SPEAKER_03: What's important to learn?
• 7:41
  SPEAKER_01: Well, when I first started there, I was young, I was 23.
• 7:45
  SPEAKER_01: So I remember writing my parents.
• 7:47
  SPEAKER_01: This is no slam on people, but I wrote my parents saying, I'm learning how I don't want to be.
• 7:54
  SPEAKER_01: So I think that's that's a learning that that was a learning for me.
• 7:59
  SPEAKER_01: Like I wanted to treat people all the same, no matter their titles.
• 8:04
  SPEAKER_01: That was number one.
• 8:05
  SPEAKER_01: Um, number two, I it gave me a lot of confidence.
• 8:10
  SPEAKER_01: Um, you know, like I met people all over the world.
• 8:13
  SPEAKER_01: We traveled all over the place and I learned about cultures.
• 8:17
  SPEAKER_01: Um, you know, human beings are human beings, they just live elsewhere, right?
• 8:23
  SPEAKER_01: So um I learned that and I learned as a brand that trust is is a big deal.
• 8:30
  SPEAKER_01: So media trust you, um, people you work with trust you, being a team player.
• 8:38
  SPEAKER_01: Um, and I learned that I was creative.
• 8:41
  SPEAKER_01: Um, I always loved music and wrote music, and I write music now.
• 8:47
  SPEAKER_01: Um, it's just a passion of mine.
• 8:49
  SPEAKER_01: And and so I knew I was creative that way, but I didn't know I was creative in business and work.
• 8:55
  SPEAKER_03: I remember a story during my time there from 2011 to 2016.
• 9:00
  SPEAKER_03: And in 2011, a sports illustrated showed up on my desk, and it was the week after the World Series, but on the cover of Sports Illustrated, Giants Tigers, by the way, that was not the cover.
• 9:14
  SPEAKER_03: The cover was actually JJ Watt, NFL, and it was eye-opening to me that America's pastime, the week after their big, big world stage event, couldn't get the cover of SI.
• 9:28
  SPEAKER_03: And so what it did for me was it said, look, it doesn't matter how big your sports brand is, you're not guaranteed anything.
• 9:34
  SPEAKER_03: Golf is a niche sport, the LPGA or women's golf is a niche within a niche.
• 9:39
  SPEAKER_03: We can't wait for people to take notice of us.
• 9:42
  SPEAKER_03: We have to do things to make people take notice of us.
• 9:46
  SPEAKER_03: We have to be proactive.
• 9:48
  SPEAKER_03: And so, in my journey there, five years, we did a whole lot of what you're talking about.
• 9:52
  SPEAKER_03: We had to be aggressive, we had to be creative, and that's really important in public relations.
• 9:58
  SPEAKER_03: So I I want to segue off of that and say that people see the finished story sometimes, the headline, maybe a campaign and how it all turned out, but they don't always see all the hard work that goes on or or the strategy, if you will, behind the scenes.
• 10:13
  SPEAKER_03: So, what makes a PR professional, you've been doing this a long time, truly great at the job?
• 10:20
  SPEAKER_01: I think what makes the PR professional great at their job is identifying stories that are relatable, that connect with people, that are that trigger emotions or some kind of reaction, and knowing how to do that.
• 10:37
  SPEAKER_01: And and also it's not waiting and just it's not just about looking for the story.
• 10:43
  SPEAKER_01: Sometimes you have to create the story.
• 10:45
  SPEAKER_02: Right.
• 10:45
  SPEAKER_01: Um, you know, you you have to you have to um say, okay, follow what the brand message is, number one, what's the brand message, and then make sure the storytelling that you're you're uh executing follow in line with the brand.
• 11:03
  SPEAKER_01: Um I also think that a great PR people is someone who is can stay calm in in a crisis.
• 11:11
  SPEAKER_01: Um I experienced that in my career with um certain things.
• 11:16
  SPEAKER_01: I don't know if you remember Ben Wright at the LPGA days.
• 11:19
  SPEAKER_01: It was a big deal.
• 11:21
  SPEAKER_01: You know, he was a big um uh CBS anchor for a golf broadcast.
• 11:29
  SPEAKER_01: And he he was very controversial in his statements, and he went on a tangent about um lesbians and on tour and all this stuff.
• 11:40
  SPEAKER_01: And back then in the 80s and early 90s, it wasn't talked about a lot, and a lot of these players were private, you know, a lot of these human beings were were private, and um he he we got our commissioner.
• 11:57
  SPEAKER_01: I mean, it was it was kind of a crisis because it it spiraled back then.
• 12:01
  SPEAKER_01: Um, so that was an experience that I learned.
• 12:04
  SPEAKER_01: Uh another one was tiger scandal at Nike, which was a big one.
• 12:08
  SPEAKER_01: So I think staying calm in in difficult crisis moments is number one, and then coming up with uh a strategy on how to uh handle it.
• 12:21
  SPEAKER_01: And it and it's not about hiding under a rock.
• 12:25
  SPEAKER_01: You have to you have to face it head on and and work with the media um and respond quickly, and they understand, like if you have, if you need a little time, then say, I got your email, I'm gonna, I'm going to answer you, but just give me give me a little bit of time and I'll get back to you shortly.
• 12:46
  SPEAKER_01: And they appreciate that.
• 12:48
  SPEAKER_01: All they want is to hear from you.
• 12:50
  SPEAKER_03: In my time doing media coaching, and I say media coaching, I don't say media training.
• 12:55
  SPEAKER_03: To me, there is not just one way, here's the manual.
• 12:59
  SPEAKER_03: I think it's really coaching people into their strengths.
• 13:01
  SPEAKER_03: What I have found, especially in working with leaders of corporations, letting them know that that people don't necessarily pay much attention to you or watch you or look for your body language when everything's going great.
• 13:17
  SPEAKER_03: But when something is going wrong, all eyes are on you to see how you react.
• 13:21
  SPEAKER_03: And I think that's really important for people to learn about executive presence or leadership or or those type of qualities because public relations isn't just, you know, a campaign.
• 13:31
  SPEAKER_03: It happens every day and how we're seen.
• 13:33
  SPEAKER_03: I think that's that's really important.
• 13:36
  SPEAKER_01: Absolutely.
• 13:37
  SPEAKER_01: I mean, I remember media training too.
• 13:39
  SPEAKER_01: We brought in a media trainer in my early LPGA days, you know, like with the rookies.
• 13:44
  SPEAKER_01: And um the the media trainer showed the rookies this video of a hockey athlete, can't remember his name, but she muted it.
• 13:54
  SPEAKER_01: And she's, you know, everybody's watching the interview, and she's asked the the rookies, what do you think just happened?
• 14:03
  SPEAKER_01: And they said, He lost.
• 14:05
  SPEAKER_01: I mean, look at his body language.
• 14:07
  SPEAKER_01: I mean, look how he's talking.
• 14:09
  SPEAKER_01: And she goes, Nope, that's not correct.
• 14:11
  SPEAKER_01: He actually had a hat trick.
• 14:14
  SPEAKER_01: So, you know, he just was not excitable.
• 14:18
  SPEAKER_01: He was just like this, and he was, you know, and it looked like he had just lost the game.
• 14:22
  SPEAKER_01: And, you know, so I learned a lot about having the media trainer there too, um, to train the athletes.
• 14:29
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• 15:12
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• 15:20
  SPEAKER_03: We're talking with Beth Gast.
• 15:21
  SPEAKER_03: She runs her own PR firm.
• 15:23
  SPEAKER_03: We're gonna get to that in just a moment.
• 15:25
  SPEAKER_03: I want to continue on your journey, your tracks to success.
• 15:29
  SPEAKER_03: Um, you moved from the LPGA, you went to Nike, one of the most powerful and recognizable brands there is, period.
• 15:36
  SPEAKER_03: I mean, we're talking global here.
• 15:38
  SPEAKER_03: What did you learn at Nike that is carried forward for you?
• 15:43
  SPEAKER_03: What's the biggest eye-opening thing?
• 15:45
  SPEAKER_03: What was it, the difference between, you know, promoting a product or a tour and then suddenly this global entity, if you will, a brand that everybody's a part of?
• 15:54
  SPEAKER_01: Yeah, I'd love to talk about that.
• 15:56
  SPEAKER_01: But I have to say, I went from what I did is I quit the LPGA, moved to Nashville because I wanted to pursue songwriting.
• 16:06
  SPEAKER_01: And so I did that because I felt like I wanted to get that out of my system because I knew if I never tried that, I'd regret it for the rest of my life because I'd wonder, could I have been a songwriter, you know, for these major artists?
• 16:22
  SPEAKER_01: And um I had to pay bills.
• 16:23
  SPEAKER_01: So I worked at a PR agency, a small one there.
• 16:26
  SPEAKER_01: So I got some agency experience.
• 16:29
  SPEAKER_01: And what I learned there was that um, you know, I had different clients.
• 16:34
  SPEAKER_01: I brought in some clients, I learned that about myself, that I was able to bring in business and bring in national clients.
• 16:42
  SPEAKER_01: Um, the other thing I learned was PR is the same application, just a different industry.
• 16:49
  SPEAKER_01: If you have, if you're working in with different clients, you can apply the same PR, you know, strategies and and executions um and storytelling, but just in a different industry.
• 17:04
  SPEAKER_01: So I was I lived in Nashville for seven years, did the songwriting thing, played out in places.
• 17:10
  SPEAKER_01: It was so tiring because I wouldn't I wouldn't be booked till nine o'clock at night and I had to get up and go to work, and it was just kind of crazy.
• 17:18
  SPEAKER_01: So that was an interesting time too, and I loved it, and I learned a lot, and I have no regrets.
• 17:23
  SPEAKER_01: Then I got a call at Nike and I moved to Portland.
• 17:27
  SPEAKER_03: And what was what was the was that a pinch me moment for you?
• 17:31
  SPEAKER_03: And and what what was the big eye-opener for you in in working there?
• 17:35
  SPEAKER_03: What did you learn?
• 17:36
  SPEAKER_01: Oh my gosh, I learned the importance, even more so of storytelling.
• 17:42
  SPEAKER_01: I learned the importance of working with all of the functions.
• 17:49
  SPEAKER_01: So it I was a member of the brand uh marketing team.
• 17:55
  SPEAKER_01: So it was brand, it was retail, it was digital, it was PR, and we all got in a room and uh, you know, we were we we talked about okay, here's our here's our story, here's our brand message, blah, blah, blah.
• 18:11
  SPEAKER_01: Each of you functions go out, create your strategy, come back.
• 18:16
  SPEAKER_01: And so we had to present to each other.
• 18:19
  SPEAKER_01: So I learned the importance of being congruent and being aligned, um, and and you know, making the story even more powerful is when you're all together, brands doing their thing, digital's doing their thing, PR is doing their thing, and we're all saying the same thing.
• 18:36
  SPEAKER_01: So that was really, really incredibly important.
• 18:39
  SPEAKER_01: The other thing I learned is that at Nike, you are allowed to be creative, and I love that.
• 18:46
  SPEAKER_01: Um, you know, people would say, are golf clubs that that interesting?
• 18:51
  SPEAKER_01: Is apparel that interesting?
• 18:54
  SPEAKER_01: You know, because when I went there, I I knew all about promoting people, but didn't know as much about promoting products.
• 19:02
  SPEAKER_01: And the the license to be creative made it a lot of fun.
• 19:08
  SPEAKER_01: And we were able to just come up with really big ideas um on the PR side that resonated, and we utilize our athletes to tell those stories.
• 19:19
  SPEAKER_01: So it was a blast.
• 19:21
  SPEAKER_03: It's interesting.
• 19:22
  SPEAKER_03: I I think um athletes today, and and I think people realize this, they're they're not just athletes, they're not just competitors.
• 19:30
  SPEAKER_03: I mean, they have turned themselves into, or maybe society has, media companies, you know, independent media companies, entrepreneurs, they have their own channels, if you will.
• 19:41
  SPEAKER_03: Um, they're their own global brand.
• 19:43
  SPEAKER_03: And so that has changed, but how has it changed for them about the way they now suddenly have to think differently, in your experience, about communication, about reputation?
• 19:57
  SPEAKER_03: Because if you're if you're gonna have that, then you better think differently about how you carry yourself every day.
• 20:03
  SPEAKER_01: Yeah, I think number one, be they need to be themselves.
• 20:07
  SPEAKER_01: Um, because if you're not your authentic self, people can see that, right?
• 20:13
  SPEAKER_01: Um and I think that as an athlete, their role too, if they want to grow their business and their brand, they need to think about connecting with people, connection, um, you know, being available for media and and their sponsors, and um, you know, being respectful of that and the support that they're given, because you know, let's face it, if if people like you a lot, they will help you, you know, along the way.
• 20:51
  SPEAKER_01: And um, you know, I think with athletes, it's all about their own storytelling, you know, who who are they, what are their interests, and then, you know, uh exude that, show the world, you know, showcase your talent, number one, and then uh, you know, honestly on a human front, be thankful for your talent, you know, be thankful for what you have and the and the support that you get, and then just go out and enjoy it.
• 21:23
  SPEAKER_03: I remember a story, major championship, not gonna say the athlete's name during my time at the LPGA.
• 21:29
  SPEAKER_03: Uh, this player had um made three birdies on the back nine, had a terrific round, was top of the leaderboard, hadn't been in the media center for quite a while.
• 21:37
  SPEAKER_03: So it was a big deal.
• 21:38
  SPEAKER_03: Everybody wanted her.
• 21:40
  SPEAKER_03: I went out there in my blazer, we wore blazers at majors and uh walked up to her.
• 21:44
  SPEAKER_03: She said, Am I in trouble?
• 21:46
  SPEAKER_03: I said, No, you're not in trouble at all.
• 21:47
  SPEAKER_03: They want you in the media center.
• 21:48
  SPEAKER_03: And she said, Oh, okay.
• 21:50
  SPEAKER_03: And she said, So, so what what do you what what are you here for?
• 21:53
  SPEAKER_03: And I said, I want to ride in with you.
• 21:54
  SPEAKER_03: I said, I want to ask you a couple questions.
• 21:55
  SPEAKER_03: I said, What are you gonna talk about?
• 21:57
  SPEAKER_03: She said, Well, I made three birdies on the back.
• 21:59
  SPEAKER_03: I shot six.
• 22:00
  SPEAKER_03: 67 today had a tremendous round.
• 22:02
  SPEAKER_03: I said, All right, I'm gonna stop you right there.
• 22:04
  SPEAKER_03: I want to walk around.
• 22:05
  SPEAKER_03: I want to look on the back of your golf bag or the front of your golf bag.
• 22:08
  SPEAKER_03: And what do you see here?
• 22:09
  SPEAKER_03: She goes, Well, my name's right there.
• 22:10
  SPEAKER_03: I said, Absolutely.
• 22:12
  SPEAKER_03: And your name is on there for a reason.
• 22:15
  SPEAKER_03: You should be able to make three birdies on the back nine shoot 67.
• 22:21
  SPEAKER_03: Quite frankly, nobody cares.
• 22:23
  SPEAKER_03: Nobody cares about that.
• 22:24
  SPEAKER_03: What I want you to learn and be able to share is why you.
• 22:28
  SPEAKER_03: In other words, what makes you different from everybody else that has their name on their bag and can make three birdies on the back side?
• 22:35
  SPEAKER_03: Because if I take my family out to watch an event and there's a T sheet with 154, 55 names, whatever it might be, why should we invest our time and go follow you?
• 22:46
  SPEAKER_03: That's what your job is when you go into the media center.
• 22:49
  SPEAKER_03: So you just talked about these, you know, global brands, individuals, et cetera.
• 22:54
  SPEAKER_03: Are the best of the best the best storytellers, or are the best of the best those who, as I like to say, look at media as opportunity and not obligation?
• 23:05
  SPEAKER_01: I think it's both.
• 23:07
  SPEAKER_01: For sure.
• 23:08
  SPEAKER_01: I think it's both.
• 23:09
  SPEAKER_01: Um, your your story reminded me of a story I had on my LPGA days.
• 23:13
  SPEAKER_01: I won't name the player, but it was a major championship.
• 23:16
  SPEAKER_01: She had a large lead after the first round.
• 23:20
  SPEAKER_01: And then she bombed in the second round.
• 23:26
  SPEAKER_01: I can't remember which rounds it was, but she was so she she obviously the media wanted to talk to her after her round.
• 23:35
  SPEAKER_01: She took off, she took off, and I said the media, I said to them in the in the press building at the press room, I said, look, give me a minute.
• 23:44
  SPEAKER_01: So I walk, I follow her.
• 23:46
  SPEAKER_01: She knew I was back there, but I I gave her distance and she was with her boyfriend, and she was fiery.
• 23:53
  SPEAKER_01: And she so she had to blow off steam, she had to like, you know, let it all out.
• 23:58
  SPEAKER_01: And then she looked at me, she goes, Beth, I'm not, I'm not going.
• 24:02
  SPEAKER_01: And I just I just waited and and I just gave her some time.
• 24:06
  SPEAKER_01: And then when she cooled off, I went up to her and I said, So and so, you will win over so many fans if you go into that press room.
• 24:14
  SPEAKER_02: Right.
• 24:15
  SPEAKER_01: You will win over.
• 24:16
  SPEAKER_01: So she did, she came in and the press were kind to her.
• 24:20
  SPEAKER_01: The press aren't out to get you, you know.
• 24:23
  SPEAKER_01: I think if if you handle it right, they will, they will, you know, they will uh they will give you some some leeway there.
• 24:32
  SPEAKER_01: And so she came in, did the press conference, and then NBC said, We love you, we want you to come in the tower, you know, after every round because you are you are big enough to come and talk to the press.
• 24:45
  SPEAKER_01: So, you know, that's to your point, sometimes athletes need people like us, PR people.
• 24:52
  SPEAKER_01: They need us to help them um navigate through media, through sponsors and and agents, and all those things.
• 25:03
  SPEAKER_00: In addition to hosting this podcast, Craig leads the Cannes Advisory Group, empowering companies and individuals to elevate communication and build brand awareness with bold ideas, lasting impact, and his signature green shoe style.
• 25:20
  SPEAKER_00: From company consulting and team workshops to one-on-one coaching and transformational virtual programs, Can Advisory guides people to communicate with greater clarity, confidence, and impact.
• 25:33
  SPEAKER_00: So whether you're a leader looking to give your team a game-changing one-day experience or an individual who wants to become a speaker and presenter people remember, visit Canadvisory.com.
• 25:46
  SPEAKER_00: And when you connect, mention the Tracks to Success podcast to receive a special discount on Can Advisory Services.
• 25:53
  SPEAKER_00: That's CanAdvisory.com.
• 25:56
  SPEAKER_00: Now back to the interview.
• 26:02
  SPEAKER_03: I want to focus on um crisis a little bit.
• 26:05
  SPEAKER_03: We touched on it briefly.
• 26:07
  SPEAKER_03: Um, the best reputations, I'm talking corporate level big organizations, are built long before crisis arrives.
• 26:15
  SPEAKER_03: Um you're doing continual work, are you consistent, etc.?
• 26:19
  SPEAKER_03: What's your advice for leaders and organizations?
• 26:22
  SPEAKER_03: What should they be doing before they ever find themselves in that really difficult moment?
• 26:30
  SPEAKER_01: I think always uh, you know, when they're looking at strategies, um think and messages and what's what they're putting out there, are there any red flags?
• 26:44
  SPEAKER_01: Will we will we offend anybody?
• 26:48
  SPEAKER_01: Will is the timing right here with what's happening in the world to put this out?
• 26:54
  SPEAKER_01: Um you know, I think those are the main things.
• 26:58
  SPEAKER_01: I've I've had uh stories where I have wins where I flag something before it went out, and and this is at Nike.
• 27:08
  SPEAKER_01: Um, whether it was an ad or something, and and it was a good thing we didn't, or and there there were times when I didn't speak up because my gut was telling me, oh, I don't think this is the right timing or the right way to say this, and I didn't say anything and it backfired.
• 27:28
  SPEAKER_01: So, you know, listen to your gut, and if if the timing or the situation or it just doesn't feel right, that'll prevent it from becoming a crisis.
• 27:39
  SPEAKER_01: And also, to your point, you know, your example of of an athlete before they go into an interview, what is it they want to say?
• 27:48
  SPEAKER_01: What's the story they want to come come out?
• 27:50
  SPEAKER_01: What are the difficult questions that are going to come up?
• 27:53
  SPEAKER_01: How do I how do I answer those?
• 27:56
  SPEAKER_01: You know, what's my messaging so that I don't get into trouble?
• 28:00
  SPEAKER_03: I just had this conversation with um an agent of college basketball coach, and we were talking about that exact topic.
• 28:10
  SPEAKER_03: And and my line is yes, you need to be prepared for potential questions.
• 28:15
  SPEAKER_03: You need to think ahead, what might come my way.
• 28:17
  SPEAKER_03: Having said that, though, that person interviewing you is actually an enabler for you to deliver your message.
• 28:23
  SPEAKER_03: What is it you want everybody to know, regardless of what those questions are?
• 28:27
  SPEAKER_03: I'm not saying to dismiss the questions.
• 28:29
  SPEAKER_03: You acknowledge the questions, answer the questions, but you have to tell people what your story is, what your message is, be proactive.
• 28:37
  SPEAKER_03: That's what they want anyway.
• 28:38
  SPEAKER_03: They want something off from you.
• 28:40
  SPEAKER_03: And I think that that's really important.
• 28:43
  SPEAKER_01: Yeah, and if and if it's a difficult question that you want to avoid, you can say, you know, I I can't answer that, but what I can tell you, you know, that's you see it in politics all the time.
• 28:55
  SPEAKER_01: And um, you know, but but yeah, and and you can control the interview, you can steer it the way you want it to go, is but it's all about preparation.
• 29:06
  SPEAKER_03: So this question applies to I think everybody out there listening, watching.
• 29:11
  SPEAKER_03: We live in a world now, social media, right?
• 29:14
  SPEAKER_03: People can publish, they they're their own quote unquote media brand.
• 29:17
  SPEAKER_03: They can comment, they can react instantly, pick your platform.
• 29:21
  SPEAKER_03: Has social media, though, for organizations or companies created better communications, or has it created faster communication?
• 29:33
  SPEAKER_03: I know it's probably created some faster communication, but is it better?
• 29:38
  SPEAKER_01: I think it depends on the content.
• 29:40
  SPEAKER_01: Um, you know, I think it depends on the content, basically.
• 29:45
  SPEAKER_01: But yeah, it's a different world now and it's fast.
• 29:48
  SPEAKER_01: And I think that's an advantage.
• 29:50
  SPEAKER_01: So, like if there is a pending crisis, you can post something on social media right away, you know.
• 29:56
  SPEAKER_01: Where back in the you know, earlier days of my career, there wasn't social media.
• 30:03
  SPEAKER_01: Um, I'm gonna age myself, there wasn't even internet when I first started in PR.
• 30:08
  SPEAKER_01: So it's a whole different world.
• 30:09
  SPEAKER_01: And now you've got AI.
• 30:11
  SPEAKER_01: And I think, you know, AI is awesome for PR.
• 30:15
  SPEAKER_01: Most people would say, well, is it gonna take your job away?
• 30:18
  SPEAKER_01: Because it can write for you, it can do all these things.
• 30:21
  SPEAKER_01: But no, you still need people to tell stories.
• 30:25
  SPEAKER_01: You also need it's a new way of uh third-party validation.
• 30:31
  SPEAKER_01: So the more press you get, AI picks it up from years ago.
• 30:35
  SPEAKER_01: So, you know, it helps the brand.
• 30:38
  SPEAKER_01: If you know, if you're if you're placing positive stories, um, and there have been positive stories about your brand, AI is gonna pick it up.
• 30:49
  SPEAKER_03: I think we need a whole lot more I in our AI.
• 30:54
  SPEAKER_03: We need to keep it personal.
• 30:55
  SPEAKER_03: I think that's really, really important.
• 30:59
  SPEAKER_00: Looking for a guest speaker for your next event or annual conference, Craig brings an inspiring and empowering message.
• 31:06
  SPEAKER_00: Your audience won't soon forget.
• 31:08
  SPEAKER_00: Visit Craigcanspeak.com to learn more and hear what audiences are saying about the green shoe experience making an impact at events across the country.
• 31:18
  SPEAKER_00: That's Craigcanspeak.com.
• 31:20
  SPEAKER_00: And when you connect, mention the tracks to success podcast to receive a special discount on your event with Craig.
• 31:27
  SPEAKER_00: Now, back to the show.
• 31:29
  SPEAKER_03: Beth Gast, she's my guest.
• 31:32
  SPEAKER_03: Great to have you.
• 31:33
  SPEAKER_03: And um, I want to take us in a different direction before we start winding things down, and I want to talk about your brand.
• 31:39
  SPEAKER_03: I've mentioned um, you know, your time at the LPGA.
• 31:42
  SPEAKER_03: You mentioned, you know, budding superstar potentially in Nashville in the songwriting industry, and um, and time at Adidas as well.
• 31:51
  SPEAKER_03: But I want to talk about your brand.
• 31:53
  SPEAKER_03: You've spent a lot of your career helping other people.
• 31:57
  SPEAKER_03: Did you have to remind yourself that all your own work, leadership, and value deserve to be seen maybe on a bigger stage for yourself?
• 32:05
  SPEAKER_03: Like that you could do something like this.
• 32:09
  SPEAKER_01: Um, did I have to learn it?
• 32:11
  SPEAKER_03: Yeah, I mean, you know, you're you're you're your own firm, okay?
• 32:16
  SPEAKER_03: You work for other people, but now you your brand is out there.
• 32:19
  SPEAKER_03: Your name's on it.
• 32:20
  SPEAKER_01: Yeah, I you know, what's crazy, Craig, I don't I don't think about my brand that much.
• 32:28
  SPEAKER_01: And maybe I should more, but here's here's what I will say about that.
• 32:32
  SPEAKER_01: I think the work that you do, the way you treat people, where you show up, how you show up, is it naturally creates your brand.
• 32:43
  SPEAKER_01: And I think my brand, if you were to ask me, um I it, you know, like when I interview for jobs, I think, okay, what are I'm not gonna go through my resume, right?
• 32:54
  SPEAKER_01: I'm gonna tell them, hey, I am a creative person.
• 32:57
  SPEAKER_01: Here are here are some of the creative ideas that I've had that created a lot of that generated a lot of you know attention and and success.
• 33:06
  SPEAKER_01: Um, I'm innovative, you know.
• 33:09
  SPEAKER_01: I then give examples of, you know, how I've innovated and and I'm I'm good, I'm calm in crisis communications and give those examples.
• 33:19
  SPEAKER_01: So I don't know if that's and then storytelling, I'm I I I know what what sticks.
• 33:26
  SPEAKER_01: And it's I think not everyone, it's not for everybody, but um, it's kind of an intuitive thing.
• 33:34
  SPEAKER_01: Um I think it's natural, but you can also learn it.
• 33:40
  SPEAKER_01: Um, but for me, it's always been natural for me, maybe because I love writing songwriting.
• 33:47
  SPEAKER_01: I don't know.
• 33:47
  SPEAKER_01: Like I love um, I'm interested in people, I'm interested in things and products.
• 33:54
  SPEAKER_01: Like, what do they do?
• 33:55
  SPEAKER_01: How was it made?
• 33:56
  SPEAKER_01: Like, my gosh, who thought of that?
• 33:59
  SPEAKER_01: And how did they think about that?
• 34:01
  SPEAKER_01: How what inspired them to come up with that idea?
• 34:04
  SPEAKER_01: I mean, that's to me, it's just curiosity.
• 34:08
  SPEAKER_01: There's so much out there and so many interesting people and and things.
• 34:13
  SPEAKER_01: And so I love telling those stories.
• 34:16
  SPEAKER_01: So I don't think about my brand that much, but I guess that is my brand.
• 34:20
  SPEAKER_01: Um is, you know, just being in the business for a long time and and fortunately making good things happen.
• 34:30
  SPEAKER_03: Beth, when you decide to to run your own race, right?
• 34:33
  SPEAKER_03: To leave the corporate world and and do it on your own, was there a defining moment for you when you said, you know what, I gotta bet on myself?
• 34:44
  SPEAKER_01: Yes.
• 34:45
  SPEAKER_01: Um, again, so fortunate.
• 34:48
  SPEAKER_01: I was thinking I was at Adidas and I left Adidas, and I I was thinking, I think I'm tired of the corporate thing.
• 34:56
  SPEAKER_01: And, you know, excuse me, I was thinking about, okay, what what do how do what do I want my life to look like?
• 35:05
  SPEAKER_01: Um, and so then I said, well, I know a lot of people.
• 35:09
  SPEAKER_01: I've been so fortunate being in in the jobs that I've had, the people I've met.
• 35:14
  SPEAKER_01: Um I called, so to back up a little bit, in 1996, when I was at the LPGA, I got a call from Augusta National, um, Glenn Greenspan, who I'm sure you know.
• 35:26
  SPEAKER_01: Um, I knew I met him when he worked at the PGA tour.
• 35:30
  SPEAKER_01: We worked together at the JCPenney Classic back then.
• 35:33
  SPEAKER_01: And he called me up.
• 35:35
  SPEAKER_01: He was the new director of media at Augusta National, and he said, you know, he ran the whole media operations and communications.
• 35:43
  SPEAKER_01: He said, Beth, will you come help me?
• 35:45
  SPEAKER_01: Um, during the week of the masters.
• 35:48
  SPEAKER_01: And I said, Oh, okay.
• 35:49
  SPEAKER_01: I said, Glenn, I could I go to so I go to so many tournaments, LPGA.
• 35:53
  SPEAKER_01: Can you believe I said that, Craig?
• 35:55
  SPEAKER_01: And uh I said, yeah, yeah, yeah, I'll I'll I'll come and help.
• 35:59
  SPEAKER_01: So I helped with, you know, I helped him at Augusta National.
• 36:04
  SPEAKER_01: I was invited ever since, and I've been going back every year since.
• 36:09
  SPEAKER_01: And it's been an honor and a privilege.
• 36:11
  SPEAKER_01: The reason I'm telling you that story is because when I was thinking about starting my own agency, I called a member at Augusta who I know and saw every year and we're friends, and I wanted advice.
• 36:25
  SPEAKER_01: I mean, all these members are great businessmen and women.
• 36:30
  SPEAKER_01: And I asked him and I said, I'm thinking about starting my own thing.
• 36:35
  SPEAKER_01: What do you think?
• 36:36
  SPEAKER_01: He goes, call Steve Ethan now.
• 36:38
  SPEAKER_01: Steve was the head of communications then, and he they were they were launching the Augusta National Women's Uh, you know, championship, amateur, sorry, ANWA.
• 36:53
  SPEAKER_01: And um, I I said, Oh, oh, okay.
• 36:57
  SPEAKER_01: So I called him and that was there was my answer.
• 36:59
  SPEAKER_01: Yes, I'm starting my PR agency because Augusta National is my first client.
• 37:05
  SPEAKER_01: So um it went from there.
• 37:07
  SPEAKER_03: That's so cool.
• 37:08
  SPEAKER_03: Uh a lot of people are they get comfortable in their career.
• 37:13
  SPEAKER_03: There's nothing wrong with that.
• 37:14
  SPEAKER_03: They could say on their resume, 38 years with this company or 25 at this company, or I spent my whole career there.
• 37:20
  SPEAKER_03: Um, it's secure, it's comfortable.
• 37:23
  SPEAKER_03: What did you have to believe about yourself to kind of get comfortable with potentially uncomfortable and and saying, you know what?
• 37:30
  SPEAKER_03: Uh not only am I betting on myself, but I I don't know how much money's going into my pocket.
• 37:36
  SPEAKER_01: Yes, and I'm so uh I'm glad you asked me that because had you asked me 10 years ago, will you ever start your own thing, I would have said, oh no, that's too stressful.
• 37:47
  SPEAKER_01: You know, I don't I'm not guaranteed a paycheck all the time, right?
• 37:51
  SPEAKER_01: But I think what happened is if you stop and just uh think about what you're feeling and then you're looking at signposts, um the fact that I called the member and he said, Augusta National Women's Amateur needs your help, um that to me was an answer.
• 38:13
  SPEAKER_01: So, and and I told myself, this is gonna get uncomfortable sometimes because I may not get enough clients, right?
• 38:22
  SPEAKER_01: Um, but what I learned also, Craig, is and this isn't because I've treated people well, I believe this in my career.
• 38:33
  SPEAKER_01: Um, and I've treated people fairly, it's helped me now in my business.
• 38:41
  SPEAKER_01: Um, because they um I a lot of my clients have been word of mouth, like like Augusta National Women's Amateur was.
• 38:50
  SPEAKER_01: So, you know, I got I got a swim client in Australia.
• 38:55
  SPEAKER_01: And how did I get him?
• 38:57
  SPEAKER_01: He didn't know me.
• 38:58
  SPEAKER_01: He was talking to a reporter for Men's Journal who recommended me.
• 39:03
  SPEAKER_01: So if if people if if there's any message I could give to people is treat people well along in your career.
• 39:14
  SPEAKER_01: And and I wasn't doing it to say, well, maybe they'll help me later.
• 39:18
  SPEAKER_01: Sure, right.
• 39:19
  SPEAKER_01: It's um it just it it helps you in the end.
• 39:24
  SPEAKER_03: No question about it.
• 39:26
  SPEAKER_03: No question about it.
• 39:27
  SPEAKER_03: We're all writing our own story, right?
• 39:29
  SPEAKER_03: We're all the authors uh of our own of our own story.
• 39:33
  SPEAKER_03: You've been helping for years.
• 39:34
  SPEAKER_03: I got a couple questions before we go.
• 39:37
  SPEAKER_03: You've you've been telling stories for a long time and helping tell other people when you look back or look right in the mirror at your own story.
• 39:47
  SPEAKER_03: Is there a chapter you're most proud of?
• 39:50
  SPEAKER_03: Is there a chapter unfinished?
• 39:55
  SPEAKER_01: I think that I have a lot of moments I'm proud of.
• 40:01
  SPEAKER_01: I'm proud of when I was at the LPGA that chapter, I'm proud that we became proactive and had and identified so many amazing stories.
• 40:13
  SPEAKER_01: I mean, the traveling daycare center, the the the the kids who live in Watts that LPGA was helping, you know, in LA, all kinds of stories.
• 40:25
  SPEAKER_01: Um, the personalities of the athletes, you know.
• 40:28
  SPEAKER_01: I remember thinking, gosh, all the photos, all our content is the golf swing with the I go, and so I said, why don't we why don't we hire this really creative photographer who's not a sports photographer to come out and shoot, you know, the athletes on the range capturing moments that are where their personalities are shining through.
• 40:50
  SPEAKER_01: And so we did these postcards with the personality, you know, all this stuff.
• 40:54
  SPEAKER_01: I'm proud of uh my work there because I really uh went out and and had the courage to meet with you know executive producers of ABC World News, you know, and so I'm proud of that.
• 41:13
  SPEAKER_01: Then I'm really proud that I had the nerve to quit a job without a job and pursue songwriting and move to Nashville.
• 41:21
  SPEAKER_01: I mean, my parents were like, what are you doing?
• 41:24
  SPEAKER_01: So I I'm proud that I had the guts to do that.
• 41:28
  SPEAKER_01: Um and um, you know, I learned a lot at the age, the PR agency there.
• 41:34
  SPEAKER_01: I'm proud of the new business I brought in to help the agency and what I learned there.
• 41:40
  SPEAKER_01: And then at Nike, I'm really proud of a lot of the cool things we did.
• 41:46
  SPEAKER_01: I mean, again, being creative, for example, um do you remember the square driver?
• 41:55
  SPEAKER_01: Of course.
• 41:56
  SPEAKER_01: So, so it was loud.
• 41:59
  SPEAKER_01: It was a loud driver.
• 42:01
  SPEAKER_01: Um, but you know, we were excited, right?
• 42:04
  SPEAKER_01: It was a I mean, what a story, a square driver.
• 42:07
  SPEAKER_01: So I'm like, how can we make this exciting?
• 42:09
  SPEAKER_01: So um at the time it was during the election, right?
• 42:14
  SPEAKER_01: So the president was flying on the Air Force One from stop to stop with media on the thing, and and I'm like, what if we did that with the Nike jet?
• 42:25
  SPEAKER_01: And we kicked it off, we invited Wall Street Journal, Time Magazine, you know, on and golf digest and like five or six key media on the Nike jet, take them to LA where we meet Tiger with other media there, and we have an at a private airport hangar.
• 42:46
  SPEAKER_01: We Tiger hits it, the new driver on the runway because that's gonna live everywhere visually, right?
• 42:53
  SPEAKER_01: It's Tiger, of course.
• 42:55
  SPEAKER_01: Then let's get an athlete to join us on the plane.
• 42:58
  SPEAKER_01: We go to Phoenix, we do a different experience.
• 43:01
  SPEAKER_01: So while the athletes on the plane, our president, our US GM, media can interview them on the plane, the golf channel was on there.
• 43:12
  SPEAKER_01: Um, then we have a demo day type experience, then we get another athlete to get on the plane, we fly to New York and do a big event in financial district to kick off the launch of the product.
• 43:24
  SPEAKER_01: So things like that, you know, announcing Rory and Abu Dhabi when when we signed Rory McElroy.
• 43:32
  SPEAKER_01: Um, how do you make a golf polo exciting?
• 43:36
  SPEAKER_01: Um, okay, let's do a wear it on air campaign and around the masters, and let's uh let's get Tiger's polos that he's wearing each round and put it in a beautiful box around the masters, send it to all of the CBS affiliate stations in the major markets, and challenge the sports.
• 44:00
  SPEAKER_01: To wear the same polo on the same day that Tiger's wearing it in the Masters, because we knew that no matter how well Tiger played, if he played poorly, they'd show highlights.
• 44:14
  SPEAKER_01: If he played great, they'd show highlights.
• 44:17
  SPEAKER_01: So then we, you know, so I was envisioning the news anchor going, dude, to the sports anchor, you have his shirt on.
• 44:24
  SPEAKER_01: So it was a fun thing that we did.
• 44:26
  SPEAKER_01: And every year they came back, you know, these sports anchors were like, Beth, can we get those polos again?
• 44:33
  SPEAKER_01: That was so fun.
• 44:34
  SPEAKER_01: So those are the kinds of things I'm proud of.
• 44:37
  SPEAKER_01: And and I'm I'm also very proud of the friends I've made, um, the people I've met, and you know, the cultures I've learned about having traveled all over the world.
• 44:50
  SPEAKER_03: Well, maybe this will be a way for you to talk about next and help other people with it.
• 44:55
  SPEAKER_03: By the way, during my time at LPG, I'm super proud that we turned a media guide into a player guide, got away from stats and into personal details of storytelling.
• 45:06
  SPEAKER_03: I thought that was big.
• 45:07
  SPEAKER_03: I'm also proud of the people I hired and watching them ascend in their careers be promoted and all the success stories of so here's my final question.
• 45:18
  SPEAKER_03: For people that are listening here, um they've got experience, they've built relationships, they have a lot to offer in terms of value, but they're either stuck or they're hesitant to take their next step from a PR perspective and a human perspective.
• 45:40
  SPEAKER_03: What advice will you tell them?
• 45:43
  SPEAKER_01: Oh gosh, we've all been stuck.
• 45:45
  SPEAKER_01: First, I would say don't feel bad about it.
• 45:48
  SPEAKER_01: It happens.
• 45:49
  SPEAKER_01: We all get stuck.
• 45:51
  SPEAKER_01: Um, ask for help.
• 45:53
  SPEAKER_01: Um call someone you look up to.
• 45:56
  SPEAKER_01: I'm sure they would love to help you.
• 45:58
  SPEAKER_01: Um always listen.
• 46:04
  SPEAKER_01: You know, listen to what's going on around you.
• 46:08
  SPEAKER_01: Um when you're talking to people, listen because it may spark an idea or it may help you and go, oh my gosh, I didn't think about that.
• 46:17
  SPEAKER_01: I want to do that.
• 46:18
  SPEAKER_01: Um, be curious, you know, don't put yourself in a box.
• 46:23
  SPEAKER_01: If if someone says, no, you only know how to do this.
• 46:26
  SPEAKER_01: But if you have a passion for something else, talk to somebody who you look up to who has that kind of talent, or you look up to them and say, is this something I could do?
• 46:38
  SPEAKER_01: Tell me about it.
• 46:39
  SPEAKER_01: Like what was your journey?
• 46:41
  SPEAKER_01: But don't don't let other people put you in a box and believe in yourself.
• 46:47
  SPEAKER_03: You've had a wonderful career.
• 46:48
  SPEAKER_03: This has been a fascinating conversation.
• 46:50
  SPEAKER_03: I could go on and on, but uh, I just want to say thank you uh for the stories that you've told here and me being able to shine a little bit of a light on you.
• 46:59
  SPEAKER_01: Uh because it's awesome what you're doing and keep up the good work.
• 47:05
  SPEAKER_01: And I enjoyed it.
• 47:07
  SPEAKER_01: Yeah, thanks so much.
• 47:09
  SPEAKER_03: One last segment I call Getting Ahead, which is focused on you and your own tracks to success.
• 47:16
  SPEAKER_03: It's brought to you by Ahead, the finest in headwear and the official headwear of the Tracks to Success podcast, available at AheadusaShop.com.
• 47:27
  SPEAKER_03: For listeners of this show, Ahead is giving one of its biggest discounts ever.
• 47:32
  SPEAKER_03: Visit AheadUSAShop.com now and use the code TTS30.
• 47:38
  SPEAKER_03: That's TTS30 and receive not 20% off your purchase, but 30% ahead.
• 47:47
  SPEAKER_03: They don't follow the trends for more than 30 years, they've been setting them.
• 47:52
  SPEAKER_03: It's time for getting ahead.
• 47:54
  SPEAKER_03: You heard Beth's story.
• 47:55
  SPEAKER_03: Hope you enjoyed it.
• 47:56
  SPEAKER_03: The LPGA Tour, Nike, Adidas, three high-profile organizations where the brand matters, the message matters, and actually every word can matter.
• 48:08
  SPEAKER_03: But after more than three decades of helping build and protect other brands, as we heard, Beth made a different kind of career decision.
• 48:17
  SPEAKER_03: What she did was she chose to bet on herself.
• 48:20
  SPEAKER_03: And that decision is actually a reminder that experience is valuable, but only when you have the confidence it takes to use it.
• 48:29
  SPEAKER_03: So my question is, do you?
• 48:31
  SPEAKER_03: Sometimes getting ahead doesn't mean chasing the next big title inside someone else's organization.
• 48:38
  SPEAKER_03: Sometimes it means recognizing that the lessons you've learned, the relationships you've built, the reputation you've earned have prepared you to create something of your own.
• 48:49
  SPEAKER_03: I've got a question for you.
• 48:50
  SPEAKER_03: Are you wanting or waiting for someone else to decide what your next opportunity should actually be?
• 48:57
  SPEAKER_03: It's a big question.
• 48:59
  SPEAKER_03: Or are you ready to trust that your career has already taught you something really special?
• 49:05
  SPEAKER_03: Your experience has value, your reputation has value as well.
• 49:10
  SPEAKER_03: So are you ready to pivot?
• 49:12
  SPEAKER_03: Some people never will be, some might be.
• 49:15
  SPEAKER_03: If that's you, trust your experience, own your reputation, have the courage to build what comes next.
• 49:23
  SPEAKER_03: It's not for everybody, but it is one way to help you get ahead.
• 49:28
  SPEAKER_03: Give it a try.
• 49:29
  SPEAKER_03: If you do it, your tracks to success might come a whole lot easier.
• 49:34
  SPEAKER_03: Hope you enjoyed the interview.
• 49:36
  SPEAKER_03: Until next time, I'm Craig Cann.
• 49:38
  SPEAKER_03: Thanks for being with me.
• 49:40
  SPEAKER_00: Don't forget to subscribe for more great interviews and Craig's insights on reaching your highest personal and professional summit.
• 49:48
  SPEAKER_00: Listen to Tracks to Success on all the top podcast platforms.
• 49:52
  SPEAKER_00: Watch it on the Craig Cannes YouTube channel, and visit Craigcanspeak.com to learn more about Craig as your next speaker.