Latest / #WisdomOfWomen Show / From Setbacks to Successful Exits: Lessons in Resilience with Sheila O’Sullivan

Transcript

From Setbacks to Successful Exits: Lessons in Resilience with Sheila O’Sullivan · #WisdomOfWomen Show

• 0:00
  Welcome
• 0:00
  to
• 0:00
  the
• 0:01
  Wisdom
• 0:01
  of
• 0:01
  Women
• 0:02
  show.
• 0:03
  We
• 0:03
  are
• 0:03
  dedicated
• 0:04
  to
• 0:04
  amplifying
• 0:05
  the
• 0:05
  voice
• 0:05
  of
• 0:06
  women
• 0:06
  in
• 0:07
  business.
• 0:08
  A
• 0:08
  new
• 0:08
  model
• 0:09
  of
• 0:09
  leadership
• 0:10
  is
• 0:10
  emerging
• 0:10
  and
• 0:11
  we
• 0:11
  are
• 0:11
  here
• 0:11
  to
• 0:12
  amplify
• 0:13
  the
• 0:13
  voices
• 0:13
  of
• 0:14
  women
• 0:14
  leading
• 0:15
  the
• 0:15
  way.
• 0:16
  I
• 0:16
  am
• 0:16
  your
• 0:16
  host,
• 0:17
  Coco
• 0:17
  Sellman,
• 0:17
  five
• 0:18
  time
• 0:18
  founder,
• 0:18
  impact
• 0:19
  investor
• 0:19
  and
• 0:19
  creator
• 0:20
  of
• 0:20
  the
• 0:20
  Force
• 0:21
  for
• 0:21
  Good
• 0:21
  system.
• 0:22
  Thank
• 0:23
  you
• 0:23
  for
• 0:23
  joining
• 0:23
  us
• 0:24
  today
• 0:24
  as
• 0:24
  we
• 0:25
  illuminate
• 0:26
  the
• 0:26
  path
• 0:26
  to
• 0:26
  unlocking
• 0:27
  opportunities
• 0:28
  and
• 0:28
  prosperity
• 0:29
  through
• 0:29
  for
• 0:29
  women
• 0:30
  led
• 0:30
  enterprises
• 0:31
  by
• 0:31
  amplifying
• 0:32
  the
• 0:32
  voice
• 0:33
  and
• 0:34
  wisdom
• 0:34
  of
• 0:35
  women.
• 0:36
  Today
• 0:36
  we
• 0:37
  have
• 0:37
  a
• 0:38
  high
• 0:38
  stakes
• 0:39
  trust
• 0:40
  builder
• 0:40
  in
• 0:41
  our
• 0:41
  midst.
• 0:43
  Sheila
• 0:43
  o'
• 0:44
  Sullivan
• 0:44
  is
• 0:44
  a
• 0:45
  powerhouse
• 0:46
  strategy,
• 0:47
  operations
• 0:48
  and
• 0:49
  go
• 0:49
  to
• 0:49
  market
• 0:50
  leader
• 0:50
  who
• 0:50
  has
• 0:51
  scaled
• 0:51
  startups
• 0:52
  from
• 0:52
  vision
• 0:52
  to
• 0:53
  multimillion
• 0:53
  dollar
• 0:54
  exits.
• 0:55
  Known
• 0:55
  for
• 0:55
  her
• 0:56
  rare
• 0:56
  blend
• 0:57
  of
• 0:58
  systems
• 0:58
  thinking,
• 0:59
  data
• 0:59
  driven
• 1:00
  decision
• 1:00
  making
• 1:01
  and
• 1:02
  human
• 1:02
  centered
• 1:03
  leadership,
• 1:04
  she
• 1:04
  has
• 1:04
  built
• 1:05
  diverse
• 1:05
  high
• 1:05
  performing
• 1:06
  teams
• 1:06
  and
• 1:06
  guided
• 1:07
  them
• 1:07
  to
• 1:07
  create
• 1:08
  customer
• 1:08
  experiences
• 1:09
  that
• 1:10
  accelerate
• 1:11
  growth
• 1:11
  and
• 1:12
  deepen
• 1:12
  loyalty.
• 1:14
  A
• 1:14
  certified
• 1:15
  communication
• 1:15
  style
• 1:16
  coach,
• 1:16
  Sheila
• 1:17
  developed
• 1:18
  the
• 1:18
  Communications
• 1:20
  Comfort
• 1:20
  Zone
• 1:21
  Zone
• 1:22
  framework,
• 1:22
  a
• 1:23
  battle
• 1:23
  tested
• 1:23
  approach
• 1:24
  that
• 1:24
  helps
• 1:24
  leaders
• 1:25
  break
• 1:25
  down
• 1:25
  barriers,
• 1:27
  win
• 1:27
  trust
• 1:28
  rapidly
• 1:29
  and
• 1:29
  master
• 1:30
  high
• 1:30
  stakes
• 1:30
  conversations.
• 1:32
  Her
• 1:32
  work
• 1:32
  spans
• 1:33
  building
• 1:33
  and
• 1:33
  optimizing
• 1:34
  multi
• 1:35
  set
• 1:35
  multi
• 1:36
  sited
• 1:36
  platforms,
• 1:37
  reducing
• 1:38
  friction
• 1:38
  and
• 1:39
  fast
• 1:39
  growth
• 1:40
  acquisition
• 1:41
  fueled
• 1:41
  environments
• 1:42
  and
• 1:42
  championing
• 1:43
  Women's
• 1:44
  advancement
• 1:45
  in
• 1:45
  Web3
• 1:46
  and
• 1:46
  emerging
• 1:47
  tech.
• 1:48
  With
• 1:48
  a
• 1:48
  track
• 1:48
  record
• 1:49
  of
• 1:49
  turning
• 1:49
  complexity
• 1:51
  into
• 1:51
  clarity,
• 1:52
  Sheila
• 1:53
  is
• 1:53
  on
• 1:53
  a
• 1:53
  mission
• 1:54
  to
• 1:54
  help
• 1:54
  leaders
• 1:55
  translate
• 1:55
  bold
• 1:56
  visions
• 1:57
  into
• 1:57
  reality
• 1:58
  while
• 1:58
  creating
• 1:59
  companies
• 2:00
  that
• 2:00
  customers
• 2:01
  and
• 2:01
  employees
• 2:02
  love.
• 2:03
  We
• 2:04
  are
• 2:04
  so
• 2:04
  excited
• 2:05
  to
• 2:05
  have
• 2:05
  you
• 2:05
  today,
• 2:06
  Sheila.
• 2:06
  Hi
• 2:07
  Koma.
• 2:07
  Welcome.
• 2:08
  Thank
• 2:08
  you.
• 2:08
  It's
• 2:09
  great
• 2:09
  to
• 2:09
  be
• 2:09
  here.
• 2:09
  I'm
• 2:10
  excited
• 2:10
  to
• 2:10
  be
• 2:10
  doing
• 2:10
  this
• 2:10
  with
• 2:11
  you.
• 2:12
  I'm
• 2:12
  so
• 2:12
  excited
• 2:13
  too.
• 2:13
  We've
• 2:13
  had
• 2:14
  all
• 2:14
  these
• 2:14
  wonderful
• 2:14
  little
• 2:15
  ways
• 2:15
  to
• 2:15
  connect.
• 2:15
  I
• 2:15
  think.
• 2:16
  How
• 2:16
  do
• 2:17
  we
• 2:17
  first
• 2:17
  connect?
• 2:17
  I
• 2:17
  think
• 2:17
  we
• 2:18
  first
• 2:18
  found
• 2:18
  met
• 2:19
  at
• 2:19
  a
• 2:19
  conference.
• 2:20
  Yeah,
• 2:20
  you
• 2:20
  were
• 2:20
  speaking
• 2:21
  about
• 2:21
  communication.
• 2:22
  It
• 2:22
  was
• 2:22
  a
• 2:23
  technology
• 2:23
  platform.
• 2:25
  And
• 2:26
  then
• 2:26
  we
• 2:26
  met
• 2:26
  randomly
• 2:27
  at
• 2:27
  Chief.
• 2:28
  Yes,
• 2:28
  exactly.
• 2:29
  We
• 2:30
  became
• 2:30
  members
• 2:30
  together
• 2:31
  in
• 2:31
  the
• 2:31
  whisper
• 2:32
  group
• 2:32
  with
• 2:32
  Carrie
• 2:32
  Kirpin.
• 2:33
  Exactly.
• 2:34
  I
• 2:34
  can't
• 2:35
  wait
• 2:35
  to
• 2:35
  see
• 2:35
  where
• 2:35
  we
• 2:35
  go
• 2:35
  next.
• 2:37
  So
• 2:38
  what
• 2:38
  is
• 2:38
  a
• 2:38
  book
• 2:39
  written
• 2:40
  by
• 2:40
  a
• 2:40
  woman
• 2:41
  that
• 2:41
  has
• 2:41
  significantly
• 2:42
  influenced
• 2:43
  your
• 2:43
  life?
• 2:45
  Okay,
• 2:45
  I'm
• 2:45
  going
• 2:45
  to
• 2:45
  take
• 2:46
  a
• 2:46
  little
• 2:46
  bit
• 2:46
  of
• 2:46
  left
• 2:46
  turn
• 2:46
  with
• 2:47
  this.
• 2:47
  It
• 2:47
  was
• 2:47
  really
• 2:47
  more
• 2:48
  of
• 2:48
  a
• 2:48
  course
• 2:48
  and
• 2:49
  a
• 2:49
  book.
• 2:49
  It
• 2:49
  was
• 2:50
  a
• 2:50
  course
• 2:50
  on
• 2:51
  women
• 2:51
  in
• 2:52
  film
• 2:52
  noir
• 2:52
  that
• 2:53
  I
• 2:53
  took
• 2:53
  at
• 2:53
  Georgetown.
• 2:54
  One
• 2:54
  of
• 2:54
  the
• 2:54
  texts
• 2:55
  we
• 2:55
  read
• 2:55
  was
• 2:55
  by
• 2:55
  M.
• 2:55
  Kaplan.
• 2:56
  The
• 2:56
  concept
• 2:56
  of
• 2:57
  this
• 2:57
  course
• 2:58
  and
• 2:59
  the
• 3:00
  book
• 3:00
  and
• 3:00
  the
• 3:00
  articles
• 3:00
  in
• 3:01
  this
• 3:01
  book
• 3:01
  talks
• 3:01
  about
• 3:02
  the
• 3:02
  deliberate
• 3:02
  choices
• 3:03
  that
• 3:04
  Hollywood
• 3:04
  made
• 3:05
  Post
• 3:05
  World
• 3:05
  War
• 3:06
  II
• 3:07
  to
• 3:08
  create
• 3:08
  content
• 3:09
  that
• 3:09
  convinced
• 3:09
  women
• 3:10
  that
• 3:10
  they
• 3:10
  needed
• 3:11
  to
• 3:11
  leave
• 3:11
  the
• 3:11
  factories
• 3:12
  they'd
• 3:12
  been
• 3:12
  working
• 3:12
  in
• 3:12
  when
• 3:13
  the
• 3:13
  men
• 3:13
  were
• 3:13
  overseas
• 3:14
  and
• 3:14
  go
• 3:14
  back
• 3:15
  home
• 3:15
  to
• 3:15
  their
• 3:15
  family
• 3:15
  lives.
• 3:16
  It
• 3:16
  was
• 3:17
  a
• 3:17
  message
• 3:17
  essentially
• 3:18
  of
• 3:19
  you
• 3:19
  need
• 3:19
  to,
• 3:19
  you
• 3:20
  know,
• 3:20
  re
• 3:20
  Establish
• 3:21
  the
• 3:21
  natural
• 3:21
  order
• 3:22
  of
• 3:22
  things
• 3:22
  by
• 3:23
  telling
• 3:23
  stories
• 3:24
  of
• 3:25
  horror
• 3:25
  and
• 3:25
  terrible
• 3:26
  things
• 3:26
  that
• 3:26
  happen
• 3:27
  to
• 3:27
  women
• 3:27
  when
• 3:27
  they
• 3:28
  step
• 3:28
  outside
• 3:28
  of
• 3:29
  the
• 3:29
  traditional
• 3:30
  order.
• 3:30
  One
• 3:31
  of
• 3:31
  the
• 3:31
  greatest
• 3:31
  examples
• 3:32
  of
• 3:32
  this
• 3:32
  is
• 3:32
  the
• 3:32
  movie
• 3:33
  Mildred
• 3:33
  Pierce.
• 3:34
  And
• 3:35
  so
• 3:35
  Anne
• 3:36
  Kaplan's
• 3:36
  book
• 3:36
  has
• 3:37
  this
• 3:37
  article
• 3:37
  by
• 3:37
  Pam
• 3:38
  Cook
• 3:39
  talking
• 3:39
  about
• 3:39
  Mildred
• 3:40
  Pierce.
• 3:40
  If
• 3:40
  you
• 3:41
  haven't
• 3:41
  seen
• 3:41
  it,
• 3:41
  there's
• 3:41
  a.
• 3:42
  An
• 3:42
  updated
• 3:42
  version
• 3:42
  that
• 3:43
  I
• 3:43
  don't
• 3:43
  think
• 3:43
  I've
• 3:43
  seen.
• 3:43
  But
• 3:43
  the
• 3:43
  original
• 3:44
  version
• 3:44
  had
• 3:45
  Joan
• 3:45
  Crawford,
• 3:45
  and
• 3:46
  she's
• 3:46
  fantastic.
• 3:46
  In
• 3:46
  this
• 3:47
  movie,
• 3:47
  essentially,
• 3:48
  Mildred
• 3:49
  Pierce
• 3:49
  is
• 3:49
  a
• 3:49
  woman
• 3:50
  who
• 3:50
  develops
• 3:51
  her
• 3:51
  own
• 3:51
  business
• 3:52
  because
• 3:52
  her
• 3:52
  husband's
• 3:53
  a
• 3:53
  bit
• 3:53
  of
• 3:53
  a
• 3:53
  slacker
• 3:54
  and
• 3:55
  becomes
• 3:55
  extremely
• 3:55
  successful
• 3:56
  in
• 3:56
  this
• 3:56
  business.
• 3:56
  Leaves
• 3:57
  her
• 3:57
  husband,
• 3:57
  takes
• 3:58
  on
• 3:58
  a
• 3:58
  lover,
• 3:58
  something.
• 3:59
  You
• 3:59
  know,
• 3:59
  the
• 3:59
  movie
• 3:59
  starts
• 4:00
  with
• 4:00
  something
• 4:00
  terribly
• 4:01
  tragic
• 4:01
  happening
• 4:01
  to
• 4:02
  the
• 4:02
  lover.
• 4:02
  And
• 4:03
  the
• 4:03
  way
• 4:04
  the
• 4:04
  filmmakers
• 4:05
  craft
• 4:05
  the
• 4:06
  film,
• 4:06
  they're
• 4:07
  implicating
• 4:08
  Mildred
• 4:09
  in
• 4:09
  his
• 4:09
  death
• 4:09
  right
• 4:10
  from
• 4:10
  the
• 4:10
  very
• 4:10
  start.
• 4:11
  So
• 4:11
  you're
• 4:12
  watching
• 4:12
  Mildred
• 4:13
  this
• 4:13
  whole
• 4:13
  time
• 4:13
  with
• 4:14
  suspicion
• 4:15
  and
• 4:16
  like,
• 4:16
  you
• 4:16
  know,
• 4:16
  watching
• 4:17
  your
• 4:17
  actions.
• 4:17
  Anyway,
• 4:17
  so
• 4:18
  what
• 4:18
  it
• 4:18
  did
• 4:18
  for
• 4:19
  me
• 4:19
  was
• 4:19
  it.
• 4:19
  It
• 4:20
  transformed
• 4:20
  the
• 4:21
  way
• 4:21
  I
• 4:21
  thought
• 4:21
  about
• 4:22
  narrative
• 4:23
  and
• 4:23
  decision
• 4:24
  making.
• 4:24
  It
• 4:24
  was
• 4:24
  the
• 4:25
  first
• 4:25
  time
• 4:25
  it
• 4:25
  really
• 4:25
  occurred
• 4:26
  to
• 4:26
  me
• 4:26
  that
• 4:26
  in
• 4:27
  art
• 4:27
  and
• 4:27
  business,
• 4:28
  in
• 4:28
  advertising
• 4:29
  and
• 4:29
  communication,
• 4:30
  and
• 4:30
  I
• 4:30
  think
• 4:30
  you
• 4:30
  see
• 4:30
  a
• 4:30
  lot
• 4:31
  of
• 4:31
  it
• 4:31
  now,
• 4:31
  if
• 4:31
  you
• 4:31
  watch
• 4:32
  Mad
• 4:32
  Men
• 4:32
  or
• 4:32
  something
• 4:33
  like
• 4:33
  that,
• 4:33
  you
• 4:33
  see
• 4:34
  it's
• 4:34
  much
• 4:35
  more
• 4:35
  prominent
• 4:36
  to
• 4:36
  talk
• 4:36
  about
• 4:36
  these
• 4:36
  things.
• 4:37
  Back
• 4:37
  then,
• 4:37
  it
• 4:37
  wasn't
• 4:37
  apparent
• 4:38
  to
• 4:38
  me
• 4:39
  that
• 4:39
  people
• 4:39
  weren't
• 4:40
  just
• 4:40
  getting
• 4:40
  up
• 4:40
  and
• 4:40
  telling
• 4:41
  a
• 4:41
  story
• 4:42
  based
• 4:42
  on
• 4:42
  their
• 4:43
  experience.
• 4:43
  I
• 4:43
  thought
• 4:44
  it
• 4:44
  was
• 4:45
  much
• 4:45
  more
• 4:45
  innocent.
• 4:46
  What
• 4:46
  it
• 4:47
  really
• 4:47
  is,
• 4:47
  is
• 4:47
  there's
• 4:48
  an
• 4:48
  intention
• 4:49
  and
• 4:49
  an
• 4:49
  agenda
• 4:50
  behind
• 4:51
  what
• 4:51
  people
• 4:51
  are
• 4:51
  communicating.
• 4:53
  And
• 4:53
  we
• 4:54
  are
• 4:54
  really
• 4:54
  all
• 4:54
  better
• 4:55
  served
• 4:55
  if
• 4:55
  we
• 4:57
  understand
• 4:57
  and
• 4:58
  try
• 4:58
  to
• 4:58
  figure
• 4:58
  out
• 4:58
  what
• 4:59
  that
• 4:59
  agenda
• 4:59
  is
• 4:59
  while
• 5:00
  we're
• 5:00
  consuming
• 5:00
  this
• 5:00
  information.
• 5:02
  And
• 5:02
  it
• 5:02
  also
• 5:03
  teaches
• 5:03
  us
• 5:04
  how
• 5:04
  to
• 5:04
  speak
• 5:04
  to
• 5:04
  others
• 5:05
  when
• 5:06
  we
• 5:06
  know
• 5:07
  what
• 5:07
  our
• 5:07
  intention
• 5:07
  is
• 5:08
  and
• 5:08
  we
• 5:08
  want
• 5:09
  to
• 5:09
  get
• 5:09
  our
• 5:09
  attentions
• 5:09
  crossed
• 5:10
  to
• 5:10
  think
• 5:10
  about
• 5:10
  what
• 5:10
  do
• 5:11
  we
• 5:11
  include?
• 5:11
  What
• 5:11
  do
• 5:11
  we
• 5:12
  leave
• 5:12
  out?
• 5:13
  So
• 5:13
  it
• 5:13
  was
• 5:13
  like
• 5:14
  the
• 5:14
  veneer
• 5:14
  was
• 5:15
  sort
• 5:15
  of
• 5:15
  torn
• 5:15
  off
• 5:16
  of
• 5:16
  everything
• 5:16
  I
• 5:16
  saw
• 5:17
  around
• 5:17
  me.
• 5:18
  And
• 5:18
  to
• 5:18
  try
• 5:18
  to,
• 5:18
  say,
• 5:19
  be
• 5:19
  a
• 5:19
  little
• 5:19
  bit
• 5:19
  more
• 5:19
  skeptical
• 5:20
  about,
• 5:20
  like,
• 5:20
  why
• 5:20
  are
• 5:20
  they
• 5:20
  delivering
• 5:21
  the
• 5:21
  message
• 5:21
  in
• 5:21
  this
• 5:22
  particular
• 5:22
  way?
• 5:23
  And
• 5:23
  just
• 5:23
  ask
• 5:24
  the
• 5:24
  question
• 5:25
  to
• 5:25
  figure
• 5:25
  out
• 5:25
  what
• 5:25
  was
• 5:25
  going
• 5:26
  on
• 5:26
  behind
• 5:26
  the
• 5:26
  scenes.
• 5:27
  So
• 5:27
  that
• 5:27
  was
• 5:27
  just
• 5:27
  transformational
• 5:28
  for
• 5:28
  me,
• 5:28
  for
• 5:28
  sure.
• 5:30
  Fascinating.
• 5:31
  And,
• 5:31
  you
• 5:32
  know,
• 5:33
  there's
• 5:33
  so
• 5:33
  many
• 5:34
  paths
• 5:34
  we
• 5:34
  could
• 5:34
  go
• 5:35
  with
• 5:35
  this,
• 5:35
  but
• 5:35
  there's.
• 5:36
  There's
• 5:36
  that
• 5:37
  idea
• 5:37
  that
• 5:39
  we
• 5:39
  have
• 5:40
  been
• 5:40
  in
• 5:40
  this
• 5:40
  narrative
• 5:41
  as
• 5:41
  women
• 5:42
  to
• 5:42
  keep
• 5:43
  ourselves
• 5:43
  at
• 5:43
  home
• 5:44
  and
• 5:44
  not
• 5:44
  take
• 5:44
  a
• 5:45
  bigger
• 5:45
  role.
• 5:45
  There's
• 5:46
  that
• 5:46
  narrative,
• 5:47
  but
• 5:47
  there's
• 5:47
  also
• 5:48
  the
• 5:48
  notion
• 5:49
  you
• 5:49
  work
• 5:49
  on
• 5:50
  with
• 5:50
  clients,
• 5:51
  too,
• 5:51
  around
• 5:52
  what
• 5:53
  creates
• 5:53
  good
• 5:54
  communication
• 5:55
  when
• 5:55
  you're
• 5:55
  working
• 5:55
  with
• 5:56
  a
• 5:56
  Team.
• 5:56
  Right.
• 5:57
  Even
• 5:57
  as
• 5:57
  you're
• 5:57
  saying
• 5:58
  that
• 5:58
  I'm
• 5:58
  like,
• 5:58
  what's
• 5:58
  my
• 5:59
  intention
• 5:59
  attention
• 5:59
  right
• 6:00
  now?
• 6:00
  What's
• 6:00
  my
• 6:00
  motivation?
• 6:01
  Right.
• 6:01
  Certainly
• 6:02
  it's
• 6:02
  all
• 6:03
  these
• 6:03
  pieces
• 6:04
  say
• 6:04
  more
• 6:04
  about
• 6:05
  how
• 6:05
  it
• 6:06
  has
• 6:06
  impacted
• 6:07
  this
• 6:07
  notion
• 6:08
  of
• 6:08
  narrative
• 6:09
  and
• 6:09
  intention
• 6:10
  and
• 6:11
  manipulation.
• 6:12
  How
• 6:12
  it
• 6:12
  has
• 6:13
  helped
• 6:14
  you
• 6:14
  or
• 6:14
  held
• 6:15
  you
• 6:15
  back
• 6:16
  in
• 6:17
  your
• 6:17
  career.
• 6:18
  I
• 6:18
  think
• 6:18
  the
• 6:19
  way
• 6:19
  that
• 6:19
  it's
• 6:19
  helped
• 6:20
  me,
• 6:20
  I
• 6:20
  am
• 6:20
  sort
• 6:20
  of
• 6:21
  naturally
• 6:21
  a
• 6:21
  person
• 6:21
  who
• 6:22
  doesn't
• 6:22
  take
• 6:22
  things
• 6:23
  personally,
• 6:23
  sometimes
• 6:24
  to
• 6:24
  a
• 6:24
  fault.
• 6:25
  That's.
• 6:25
  I
• 6:26
  don't.
• 6:26
  It
• 6:26
  wasn't
• 6:26
  a
• 6:26
  skill
• 6:26
  I
• 6:27
  developed.
• 6:27
  It
• 6:27
  was
• 6:27
  literally
• 6:28
  just
• 6:28
  the
• 6:28
  way
• 6:28
  I
• 6:28
  kind
• 6:28
  of
• 6:29
  came
• 6:29
  out.
• 6:29
  I
• 6:29
  think
• 6:29
  that
• 6:30
  helps
• 6:30
  me
• 6:30
  because
• 6:30
  in
• 6:31
  most
• 6:31
  cases
• 6:31
  I
• 6:32
  don't
• 6:32
  assume
• 6:33
  negative
• 6:34
  intention.
• 6:35
  I
• 6:35
  assume
• 6:36
  there's
• 6:37
  something
• 6:37
  else
• 6:37
  going
• 6:38
  on
• 6:38
  and
• 6:38
  it's
• 6:39
  got
• 6:39
  nothing
• 6:39
  to
• 6:39
  do
• 6:39
  with
• 6:40
  me.
• 6:41
  So
• 6:41
  I
• 6:41
  think
• 6:42
  that
• 6:42
  has
• 6:42
  helped
• 6:42
  me.
• 6:43
  I
• 6:43
  think
• 6:43
  it
• 6:43
  helped
• 6:44
  me
• 6:45
  in
• 6:46
  being
• 6:47
  in
• 6:47
  some
• 6:47
  pretty
• 6:48
  male
• 6:48
  dominated
• 6:49
  industries.
• 6:50
  I
• 6:50
  did
• 6:50
  not
• 6:50
  read
• 6:51
  things
• 6:51
  as
• 6:51
  gender
• 6:52
  coded
• 6:52
  for
• 6:52
  a
• 6:52
  very
• 6:53
  long
• 6:53
  time
• 6:53
  unless
• 6:54
  it
• 6:54
  was
• 6:54
  really
• 6:54
  slapped
• 6:55
  me
• 6:55
  across
• 6:55
  the
• 6:56
  face
• 6:56
  that
• 6:57
  was
• 6:57
  gender
• 6:57
  coded.
• 6:58
  And
• 6:58
  then
• 6:58
  I
• 6:58
  was
• 6:58
  like,
• 6:58
  oh
• 6:59
  boy,
• 6:59
  that's
• 6:59
  a
• 6:59
  shock.
• 7:00
  I
• 7:00
  think
• 7:00
  it
• 7:00
  helped
• 7:01
  me
• 7:01
  not
• 7:02
  second
• 7:02
  guess
• 7:02
  myself
• 7:03
  or
• 7:03
  give
• 7:04
  myself
• 7:04
  an
• 7:04
  additional
• 7:05
  handicap
• 7:06
  because
• 7:07
  I
• 7:07
  was
• 7:07
  a
• 7:07
  woman
• 7:07
  in
• 7:07
  these
• 7:08
  male
• 7:08
  environments.
• 7:09
  It
• 7:09
  may
• 7:09
  have
• 7:09
  been
• 7:10
  there
• 7:10
  and
• 7:10
  I
• 7:10
  just
• 7:10
  didn't
• 7:11
  notice
• 7:11
  it.
• 7:12
  And
• 7:12
  I
• 7:12
  think
• 7:13
  that
• 7:13
  ignorance
• 7:14
  helped
• 7:14
  me
• 7:15
  in
• 7:15
  a
• 7:15
  weird
• 7:15
  way.
• 7:16
  It
• 7:16
  just
• 7:16
  helped
• 7:16
  me
• 7:16
  kind
• 7:17
  of
• 7:17
  assume
• 7:17
  that
• 7:18
  I
• 7:18
  was
• 7:19
  being
• 7:19
  treated
• 7:19
  like
• 7:19
  everybody
• 7:20
  else,
• 7:20
  even
• 7:20
  if
• 7:20
  I
• 7:20
  wasn't.
• 7:22
  And
• 7:22
  then
• 7:22
  again,
• 7:22
  when
• 7:23
  I
• 7:23
  realized
• 7:23
  when
• 7:24
  it
• 7:24
  would
• 7:24
  cut
• 7:24
  through,
• 7:25
  it
• 7:25
  was
• 7:25
  because
• 7:26
  it
• 7:26
  was
• 7:26
  clearly
• 7:27
  like,
• 7:27
  okay,
• 7:27
  no,
• 7:28
  you're
• 7:28
  not
• 7:28
  supposed
• 7:28
  to
• 7:28
  be
• 7:28
  here.
• 7:29
  The
• 7:30
  intention
• 7:30
  was
• 7:31
  you're
• 7:31
  not
• 7:31
  supposed
• 7:32
  to
• 7:32
  be
• 7:32
  here.
• 7:32
  And
• 7:32
  we're
• 7:32
  going
• 7:33
  to
• 7:33
  make
• 7:33
  sure
• 7:34
  that
• 7:34
  you
• 7:34
  understand
• 7:34
  that
• 7:34
  you're
• 7:35
  not
• 7:35
  really
• 7:35
  supposed
• 7:35
  to
• 7:35
  be
• 7:36
  here.
• 7:36
  Yeah.
• 7:37
  Oh,
• 7:39
  wow.
• 7:39
  I
• 7:40
  think
• 7:40
  about
• 7:40
  how
• 7:41
  all
• 7:41
  the
• 7:42
  different
• 7:42
  versions
• 7:42
  of
• 7:43
  that
• 7:43
  for
• 7:43
  women,
• 7:43
  for
• 7:44
  underrepresented
• 7:45
  people,
• 7:46
  for
• 7:46
  different
• 7:47
  socioeconomic
• 7:48
  class,
• 7:49
  you
• 7:49
  know,
• 7:49
  people
• 7:49
  in
• 7:49
  different.
• 7:50
  In
• 7:50
  the,
• 7:50
  you
• 7:50
  know,
• 7:51
  in
• 7:51
  crossing
• 7:53
  boundaries,
• 7:53
  barriers,
• 7:54
  et
• 7:54
  cetera,
• 7:55
  and
• 7:55
  how
• 7:56
  all
• 7:56
  pervasive
• 7:57
  it
• 7:57
  can
• 7:57
  be
• 7:57
  and
• 7:57
  how,
• 7:58
  you
• 7:58
  know,
• 7:58
  there
• 7:58
  is
• 7:59
  being
• 8:00
  able
• 8:00
  to
• 8:00
  understand
• 8:00
  that
• 8:01
  a
• 8:01
  lot
• 8:01
  of
• 8:01
  this
• 8:02
  stuff
• 8:02
  isn't
• 8:02
  about
• 8:03
  me
• 8:03
  personally
• 8:04
  or
• 8:04
  you
• 8:04
  personally.
• 8:05
  Right.
• 8:06
  It's
• 8:06
  what's
• 8:06
  in
• 8:06
  the
• 8:06
  narrative,
• 8:07
  it's
• 8:07
  what's
• 8:07
  in
• 8:07
  the
• 8:08
  context.
• 8:08
  And
• 8:09
  the
• 8:09
  power
• 8:09
  of
• 8:09
  seeing
• 8:10
  it
• 8:10
  helps
• 8:10
  you
• 8:11
  not
• 8:11
  be
• 8:12
  hurt
• 8:12
  by
• 8:12
  it
• 8:13
  as
• 8:13
  much.
• 8:14
  Exactly.
• 8:15
  One
• 8:15
  of
• 8:15
  my
• 8:15
  favorite
• 8:15
  jobs
• 8:16
  was
• 8:16
  on
• 8:16
  the
• 8:17
  trading
• 8:17
  desk
• 8:17
  at
• 8:17
  DLJ
• 8:18
  in
• 8:18
  high
• 8:19
  yield
• 8:19
  loans
• 8:19
  and
• 8:19
  distress
• 8:20
  loans.
• 8:20
  And
• 8:21
  I
• 8:21
  got
• 8:21
  that
• 8:21
  job
• 8:22
  because
• 8:22
  my
• 8:22
  first
• 8:22
  job
• 8:23
  out
• 8:23
  of
• 8:23
  college
• 8:23
  was
• 8:24
  at
• 8:24
  a
• 8:24
  law
• 8:25
  firm
• 8:25
  where
• 8:26
  the
• 8:26
  clients
• 8:27
  were
• 8:27
  doing
• 8:28
  this
• 8:28
  work.
• 8:28
  And
• 8:29
  I
• 8:29
  thought
• 8:29
  I
• 8:30
  wanted
• 8:30
  to
• 8:30
  be
• 8:30
  a
• 8:30
  lawyer
• 8:30
  and
• 8:31
  change
• 8:31
  the
• 8:31
  world
• 8:31
  for
• 8:31
  various
• 8:32
  reasons.
• 8:32
  But
• 8:33
  I
• 8:33
  Made
• 8:33
  the
• 8:34
  very
• 8:34
  good
• 8:34
  decision
• 8:34
  of
• 8:35
  saying,
• 8:35
  I'm
• 8:35
  not
• 8:35
  going
• 8:35
  to
• 8:35
  go
• 8:36
  to
• 8:36
  law
• 8:36
  school
• 8:36
  without
• 8:36
  seeing
• 8:37
  what
• 8:37
  lawyers
• 8:37
  do
• 8:37
  in
• 8:38
  real
• 8:38
  life
• 8:38
  first.
• 8:39
  So
• 8:39
  I
• 8:39
  went
• 8:39
  to
• 8:40
  Erin
• 8:40
  Gray.
• 8:41
  Very
• 8:41
  small
• 8:41
  firm
• 8:42
  that
• 8:42
  was
• 8:42
  a
• 8:43
  growing
• 8:43
  firm,
• 8:43
  was
• 8:43
  a
• 8:43
  boutique
• 8:44
  law
• 8:44
  firm.
• 8:44
  The
• 8:44
  partners
• 8:45
  had
• 8:45
  left
• 8:46
  the
• 8:46
  big
• 8:46
  law
• 8:46
  firms
• 8:47
  in
• 8:47
  New
• 8:47
  York
• 8:47
  because
• 8:48
  they
• 8:48
  wanted
• 8:48
  to
• 8:48
  create
• 8:49
  a
• 8:49
  different
• 8:49
  version
• 8:50
  that
• 8:51
  was
• 8:51
  more
• 8:51
  human,
• 8:52
  more
• 8:52
  client
• 8:53
  services.
• 8:54
  They're
• 8:54
  fantastic
• 8:54
  guys.
• 8:55
  I
• 8:55
  just
• 8:55
  had
• 8:55
  a
• 8:55
  wonderful
• 8:55
  experience
• 8:56
  with
• 8:56
  them.
• 8:57
  But
• 8:57
  I
• 8:57
  learned
• 8:57
  I
• 8:57
  didn't
• 8:57
  want
• 8:58
  to
• 8:58
  be
• 8:58
  a
• 8:58
  lawyer.
• 8:58
  And
• 8:58
  so
• 8:58
  I
• 8:59
  went
• 8:59
  to
• 8:59
  go
• 8:59
  work
• 8:59
  for
• 8:59
  dlj,
• 9:00
  which
• 9:00
  was
• 9:00
  one
• 9:00
  of
• 9:00
  our
• 9:01
  clients.
• 9:01
  My
• 9:02
  boss
• 9:02
  on
• 9:02
  the
• 9:02
  desk,
• 9:03
  the
• 9:03
  guy
• 9:03
  who
• 9:03
  ran
• 9:03
  the
• 9:04
  desk,
• 9:04
  was
• 9:04
  one
• 9:04
  of
• 9:04
  the
• 9:04
  most
• 9:05
  brilliant
• 9:05
  people
• 9:05
  I
• 9:05
  have
• 9:06
  ever
• 9:06
  run
• 9:06
  across
• 9:06
  in
• 9:06
  my
• 9:06
  life.
• 9:07
  I
• 9:07
  have
• 9:07
  so
• 9:07
  much
• 9:07
  admiration
• 9:08
  for
• 9:08
  him.
• 9:09
  He
• 9:09
  was
• 9:09
  literally
• 9:10
  creating
• 9:11
  new
• 9:11
  financial
• 9:12
  products.
• 9:12
  Just
• 9:13
  a
• 9:13
  genius.
• 9:14
  And
• 9:15
  so
• 9:15
  he
• 9:15
  hired
• 9:15
  me
• 9:15
  to
• 9:16
  the
• 9:16
  desk.
• 9:16
  At
• 9:16
  the
• 9:17
  time,
• 9:17
  the
• 9:17
  trader
• 9:18
  on
• 9:18
  the
• 9:18
  desk
• 9:18
  was
• 9:19
  someone
• 9:19
  I
• 9:19
  knew
• 9:19
  socially
• 9:20
  because
• 9:20
  he
• 9:20
  was
• 9:20
  friends
• 9:21
  with
• 9:21
  my
• 9:21
  boyfriend.
• 9:22
  And
• 9:24
  when
• 9:24
  I
• 9:24
  got
• 9:24
  to
• 9:24
  the
• 9:24
  desk,
• 9:25
  this
• 9:25
  trader
• 9:25
  said
• 9:25
  to
• 9:26
  me,
• 9:27
  oh,
• 9:27
  you
• 9:27
  know,
• 9:27
  I
• 9:27
  didn't
• 9:27
  know
• 9:28
  that
• 9:28
  you
• 9:28
  were
• 9:28
  in
• 9:29
  this
• 9:29
  space.
• 9:29
  And
• 9:30
  I
• 9:30
  said,
• 9:30
  yes.
• 9:31
  And
• 9:31
  he
• 9:31
  said,
• 9:31
  oh,
• 9:31
  well,
• 9:31
  you
• 9:32
  realize
• 9:32
  you
• 9:32
  can't
• 9:32
  tell
• 9:33
  your
• 9:33
  boyfriend
• 9:33
  anything
• 9:33
  we
• 9:34
  do
• 9:34
  here.
• 9:35
  That
• 9:35
  was
• 9:35
  one
• 9:35
  of
• 9:35
  those
• 9:36
  moments
• 9:36
  where
• 9:36
  I
• 9:36
  was
• 9:36
  stunned.
• 9:37
  I
• 9:37
  had
• 9:38
  literally
• 9:38
  just
• 9:38
  been
• 9:38
  hired
• 9:39
  by
• 9:39
  a
• 9:40
  brilliant
• 9:40
  man
• 9:41
  who,
• 9:42
  you
• 9:42
  know,
• 9:42
  didn't
• 9:43
  care
• 9:43
  what
• 9:43
  gender,
• 9:43
  what
• 9:44
  race.
• 9:44
  He
• 9:44
  just
• 9:44
  saw
• 9:45
  me
• 9:45
  as
• 9:45
  a
• 9:45
  smart
• 9:45
  person
• 9:45
  who
• 9:46
  could
• 9:46
  help
• 9:46
  him
• 9:46
  achieve
• 9:46
  his
• 9:47
  goals.
• 9:47
  And
• 9:47
  he
• 9:47
  was
• 9:47
  like,
• 9:47
  yeah,
• 9:47
  yeah.
• 9:48
  To
• 9:48
  then
• 9:48
  walk
• 9:48
  straight
• 9:49
  into
• 9:49
  another
• 9:49
  guy
• 9:49
  on
• 9:50
  the
• 9:50
  desk
• 9:50
  who
• 9:50
  was
• 9:50
  like,
• 9:50
  oh,
• 9:51
  yeah,
• 9:51
  you're.
• 9:51
  You're
• 9:52
  the
• 9:52
  little
• 9:52
  girlfriend
• 9:53
  of
• 9:53
  a
• 9:53
  friend
• 9:53
  of
• 9:53
  mine,
• 9:54
  so
• 9:54
  how
• 9:54
  should
• 9:55
  I
• 9:55
  take
• 9:55
  you
• 9:55
  seriously?
• 9:56
  And
• 9:56
  that
• 9:56
  was
• 9:57
  a
• 9:57
  message,
• 9:57
  and
• 9:57
  it
• 9:57
  was
• 9:57
  a
• 9:58
  great
• 9:58
  lesson
• 9:58
  in,
• 9:59
  you
• 9:59
  know,
• 10:00
  some
• 10:00
  people
• 10:00
  are
• 10:00
  just
• 10:00
  never
• 10:01
  going
• 10:01
  to
• 10:01
  be
• 10:01
  won
• 10:01
  over.
• 10:02
  I
• 10:03
  knew
• 10:03
  ultimately
• 10:04
  that
• 10:04
  I
• 10:04
  wasn't
• 10:04
  going
• 10:04
  to
• 10:04
  be
• 10:04
  able
• 10:05
  to
• 10:05
  return
• 10:06
  after
• 10:06
  business
• 10:06
  school
• 10:07
  to
• 10:07
  that
• 10:07
  desk
• 10:07
  because
• 10:08
  that
• 10:08
  trader
• 10:08
  was
• 10:08
  in
• 10:09
  line
• 10:09
  to
• 10:09
  be
• 10:10
  one
• 10:10
  of
• 10:10
  the
• 10:10
  senior
• 10:10
  people
• 10:10
  at
• 10:11
  that
• 10:11
  desk.
• 10:11
  And
• 10:11
  I
• 10:11
  think
• 10:11
  there's
• 10:12
  plenty
• 10:12
  of
• 10:12
  other
• 10:12
  spots
• 10:14
  where
• 10:14
  I
• 10:15
  know
• 10:15
  they're
• 10:15
  not
• 10:15
  going
• 10:15
  to
• 10:16
  look
• 10:16
  at
• 10:16
  me
• 10:17
  the
• 10:17
  same
• 10:17
  way
• 10:18
  as
• 10:18
  he
• 10:18
  looks
• 10:18
  at
• 10:18
  me.
• 10:19
  So
• 10:19
  I'm
• 10:19
  just
• 10:19
  not
• 10:19
  going
• 10:20
  to
• 10:21
  try
• 10:21
  to
• 10:21
  challenge
• 10:22
  that
• 10:22
  head
• 10:22
  on.
• 10:23
  Yeah,
• 10:23
  sometimes
• 10:24
  it's
• 10:24
  better
• 10:24
  to
• 10:25
  look
• 10:25
  in
• 10:25
  places
• 10:25
  where
• 10:25
  you
• 10:26
  can
• 10:26
  just
• 10:26
  soar,
• 10:26
  especially
• 10:27
  early
• 10:27
  in
• 10:27
  a
• 10:27
  career.
• 10:28
  Right?
• 10:28
  Yeah,
• 10:28
  exactly.
• 10:30
  They're
• 10:30
  real
• 10:31
  champions.
• 10:31
  There
• 10:32
  are.
• 10:32
  Yes,
• 10:33
  absolutely.
• 10:35
  So
• 10:35
  let's
• 10:35
  go.
• 10:35
  You
• 10:36
  know,
• 10:36
  I
• 10:36
  want
• 10:36
  to.
• 10:37
  We've
• 10:37
  talked.
• 10:37
  You've
• 10:38
  given
• 10:38
  us
• 10:38
  a
• 10:38
  couple
• 10:38
  of
• 10:39
  moments
• 10:39
  already
• 10:39
  in
• 10:40
  your
• 10:40
  life,
• 10:40
  I
• 10:40
  think,
• 10:41
  already
• 10:41
  presenting
• 10:42
  our
• 10:42
  listeners
• 10:43
  who
• 10:43
  you
• 10:43
  are
• 10:43
  as
• 10:44
  a
• 10:44
  person.
• 10:44
  Your
• 10:45
  intelligence,
• 10:46
  your
• 10:47
  willingness
• 10:47
  to
• 10:47
  go
• 10:47
  into
• 10:48
  new
• 10:48
  areas,
• 10:49
  your
• 10:49
  financial.
• 10:50
  You're
• 10:50
  also
• 10:51
  Very
• 10:52
  adept
• 10:52
  with
• 10:52
  communication
• 10:53
  and
• 10:54
  tell
• 10:54
  us.
• 10:55
  We,
• 10:55
  we
• 10:55
  need
• 10:55
  to
• 10:55
  know
• 10:56
  more
• 10:56
  about
• 10:56
  you.
• 10:56
  So
• 10:57
  tell
• 10:57
  us
• 10:57
  about
• 10:58
  the
• 10:58
  moments
• 10:58
  of
• 10:58
  your
• 10:59
  life.
• 10:59
  Three
• 11:00
  poignant
• 11:02
  moments
• 11:02
  that
• 11:02
  have
• 11:03
  really
• 11:04
  shaped
• 11:04
  who
• 11:04
  you
• 11:05
  are.
• 11:06
  That
• 11:06
  maybe
• 11:07
  have
• 11:07
  been
• 11:08
  personal,
• 11:09
  professional,
• 11:11
  bold
• 11:11
  moments,
• 11:12
  scared
• 11:12
  moments,
• 11:13
  heartbreaking
• 11:14
  moments.
• 11:15
  What
• 11:15
  three
• 11:15
  moments?
• 11:16
  Tell
• 11:16
  us
• 11:17
  this
• 11:17
  is
• 11:17
  who
• 11:17
  Sheila
• 11:18
  is.
• 11:18
  I
• 11:19
  grew
• 11:19
  up
• 11:19
  Catholic
• 11:20
  and
• 11:20
  ended
• 11:20
  up
• 11:21
  at
• 11:21
  Jesuit
• 11:21
  schools.
• 11:21
  I
• 11:22
  made
• 11:22
  the
• 11:22
  choice
• 11:22
  to
• 11:22
  go
• 11:22
  to
• 11:22
  them
• 11:22
  because
• 11:23
  they
• 11:23
  were
• 11:23
  the
• 11:23
  best
• 11:23
  education
• 11:24
  at
• 11:24
  the
• 11:24
  time.
• 11:24
  I
• 11:24
  was
• 11:24
  like,
• 11:24
  of
• 11:25
  course
• 11:25
  I'm
• 11:25
  going
• 11:25
  to
• 11:25
  go
• 11:25
  to
• 11:25
  Catholic
• 11:25
  school
• 11:26
  school.
• 11:26
  So
• 11:26
  I'm
• 11:26
  gonna
• 11:26
  end
• 11:26
  up
• 11:26
  at
• 11:26
  the
• 11:27
  best
• 11:27
  Jesuit
• 11:27
  education
• 11:28
  institutions
• 11:29
  I
• 11:29
  could.
• 11:29
  But
• 11:30
  it
• 11:30
  really
• 11:30
  was
• 11:30
  transformational
• 11:31
  in
• 11:31
  my
• 11:31
  thinking
• 11:32
  and
• 11:33
  going
• 11:33
  out
• 11:33
  in
• 11:33
  the
• 11:33
  world.
• 11:33
  The
• 11:34
  Jesuits
• 11:34
  do
• 11:34
  a
• 11:34
  phenomenal
• 11:35
  job
• 11:35
  of
• 11:35
  two
• 11:35
  things
• 11:36
  in
• 11:36
  particular
• 11:36
  in
• 11:36
  my
• 11:36
  mind.
• 11:37
  Constant
• 11:38
  questioning
• 11:38
  and
• 11:39
  self
• 11:39
  examination
• 11:40
  and
• 11:41
  the
• 11:42
  benefit
• 11:42
  of
• 11:42
  that
• 11:43
  and
• 11:43
  not
• 11:43
  being
• 11:43
  afraid
• 11:44
  of
• 11:44
  that.
• 11:44
  They
• 11:44
  do
• 11:45
  that
• 11:45
  most
• 11:45
  famously
• 11:46
  in
• 11:46
  a
• 11:46
  religious
• 11:47
  context
• 11:47
  where
• 11:47
  they
• 11:48
  ask
• 11:48
  you
• 11:48
  to
• 11:49
  question
• 11:49
  your
• 11:49
  relationship
• 11:50
  with
• 11:50
  religion
• 11:50
  and
• 11:50
  God
• 11:51
  and
• 11:51
  everything
• 11:51
  and
• 11:51
  examine
• 11:52
  it
• 11:52
  really
• 11:52
  fully.
• 11:52
  But
• 11:52
  they
• 11:53
  do
• 11:53
  it
• 11:53
  also
• 11:53
  intellectually
• 11:54
  where
• 11:54
  they
• 11:55
  teach
• 11:55
  you
• 11:55
  to
• 11:55
  challenge
• 11:56
  concepts
• 11:57
  and
• 11:57
  think
• 11:58
  critically.
• 11:58
  The
• 11:59
  other
• 11:59
  thing
• 11:59
  they
• 11:59
  really
• 11:59
  do
• 12:00
  is
• 12:00
  imbue
• 12:01
  in
• 12:01
  you
• 12:01
  this
• 12:02
  sense
• 12:02
  of
• 12:03
  for
• 12:03
  the
• 12:03
  greater
• 12:04
  glory
• 12:04
  of
• 12:04
  God
• 12:04
  to
• 12:05
  be
• 12:05
  a
• 12:05
  man
• 12:05
  or
• 12:05
  woman
• 12:06
  for
• 12:06
  others.
• 12:06
  We're
• 12:07
  here
• 12:07
  on
• 12:07
  this
• 12:07
  earth
• 12:08
  and
• 12:08
  if
• 12:08
  you
• 12:08
  have
• 12:09
  certain
• 12:09
  gifts,
• 12:10
  you're
• 12:10
  meant
• 12:11
  to
• 12:11
  share
• 12:11
  those
• 12:11
  gifts
• 12:12
  with
• 12:12
  the
• 12:12
  world
• 12:13
  to
• 12:13
  make
• 12:13
  the
• 12:13
  world
• 12:14
  a
• 12:14
  better
• 12:14
  place.
• 12:14
  It's
• 12:15
  just
• 12:15
  that
• 12:15
  simple,
• 12:16
  right?
• 12:17
  The
• 12:17
  people
• 12:17
  that
• 12:18
  I
• 12:18
  knew
• 12:18
  in
• 12:18
  those
• 12:19
  schools,
• 12:19
  the
• 12:19
  people
• 12:19
  who
• 12:20
  I've
• 12:20
  come
• 12:20
  up
• 12:20
  with
• 12:20
  in
• 12:21
  life,
• 12:21
  really
• 12:22
  embody
• 12:23
  and
• 12:23
  have
• 12:23
  that
• 12:24
  sense
• 12:24
  of
• 12:25
  when
• 12:25
  you
• 12:25
  go
• 12:25
  out
• 12:26
  in
• 12:26
  the
• 12:26
  world
• 12:26
  and
• 12:27
  you
• 12:27
  build
• 12:27
  a
• 12:27
  business
• 12:28
  or
• 12:28
  you
• 12:28
  interact
• 12:29
  with
• 12:29
  people
• 12:29
  or
• 12:30
  you
• 12:30
  try
• 12:30
  to
• 12:30
  create
• 12:31
  value
• 12:31
  around,
• 12:32
  you're
• 12:32
  doing
• 12:33
  it
• 12:33
  for
• 12:33
  yourself,
• 12:33
  sure.
• 12:34
  But
• 12:35
  you're
• 12:35
  also
• 12:35
  doing
• 12:35
  it
• 12:36
  for
• 12:36
  the
• 12:36
  greater
• 12:37
  glory
• 12:37
  of
• 12:37
  the
• 12:37
  world
• 12:38
  around
• 12:38
  you.
• 12:39
  That
• 12:40
  doesn't
• 12:40
  leave
• 12:40
  me.
• 12:41
  It's
• 12:41
  always
• 12:42
  there
• 12:42
  and
• 12:43
  it
• 12:43
  always
• 12:44
  manages
• 12:45
  the
• 12:45
  decisions
• 12:45
  that
• 12:45
  I
• 12:46
  make.
• 12:47
  One
• 12:47
  of
• 12:47
  the
• 12:47
  second
• 12:47
  things
• 12:47
  I'll
• 12:48
  share
• 12:48
  with
• 12:48
  you
• 12:48
  is
• 12:48
  the.
• 12:48
  A
• 12:49
  big
• 12:49
  moment
• 12:49
  of
• 12:49
  realization
• 12:50
  for
• 12:50
  me
• 12:50
  was
• 12:50
  I
• 12:51
  left
• 12:51
  the
• 12:51
  law
• 12:51
  firm.
• 12:51
  I
• 12:51
  went
• 12:52
  to
• 12:52
  work
• 12:52
  at
• 12:52
  dlj.
• 12:52
  I
• 12:53
  went
• 12:53
  to
• 12:53
  business
• 12:53
  school
• 12:54
  full
• 12:54
  time
• 12:55
  and
• 12:55
  went
• 12:55
  back
• 12:56
  into
• 12:56
  Wall
• 12:56
  Street.
• 12:57
  When
• 12:57
  I
• 12:57
  went
• 12:57
  back,
• 12:58
  I
• 12:58
  went
• 12:58
  to
• 12:58
  Lehman
• 12:59
  Brothers
• 12:59
  and
• 13:00
  landed
• 13:01
  in
• 13:01
  the
• 13:01
  high
• 13:01
  yield
• 13:02
  trading
• 13:02
  space.
• 13:03
  I
• 13:03
  can't
• 13:04
  tell
• 13:04
  you
• 13:04
  how
• 13:04
  much
• 13:04
  I
• 13:05
  loved
• 13:05
  the
• 13:05
  environment
• 13:06
  of
• 13:06
  the
• 13:07
  trading
• 13:07
  desk.
• 13:07
  I
• 13:08
  loved
• 13:08
  the
• 13:08
  energy
• 13:08
  of
• 13:08
  it.
• 13:09
  I
• 13:09
  love
• 13:09
  the
• 13:09
  constant
• 13:10
  change
• 13:10
  and
• 13:10
  curiosity
• 13:11
  and
• 13:12
  had
• 13:12
  the
• 13:12
  opportunity
• 13:13
  at
• 13:13
  Lehman
• 13:13
  to
• 13:13
  sit
• 13:13
  with
• 13:14
  them
• 13:14
  on
• 13:14
  the
• 13:14
  mortgage
• 13:15
  backed
• 13:15
  securities
• 13:15
  desk
• 13:16
  for
• 13:16
  a
• 13:16
  while
• 13:16
  where
• 13:16
  there
• 13:17
  were
• 13:17
  literal
• 13:17
  rocket
• 13:18
  scientists
• 13:19
  designing
• 13:20
  the
• 13:20
  product.
• 13:21
  Obviously
• 13:21
  that
• 13:22
  all
• 13:22
  created
• 13:23
  one
• 13:23
  of
• 13:23
  the
• 13:24
  bigger
• 13:24
  problems
• 13:25
  that
• 13:25
  ended
• 13:25
  up
• 13:26
  taking
• 13:26
  Lehman
• 13:27
  Brothers
• 13:27
  down.
• 13:28
  But
• 13:28
  when
• 13:28
  I
• 13:28
  was
• 13:29
  there,
• 13:29
  it
• 13:29
  Was
• 13:30
  still
• 13:30
  this
• 13:30
  environment
• 13:31
  of
• 13:32
  creating
• 13:34
  financial
• 13:34
  instruments
• 13:35
  for
• 13:36
  natural
• 13:36
  buyers.
• 13:37
  There
• 13:37
  are
• 13:37
  buyers
• 13:37
  who
• 13:38
  need
• 13:38
  different
• 13:38
  things
• 13:39
  based
• 13:39
  on
• 13:39
  the
• 13:40
  reasons
• 13:40
  they're
• 13:40
  buying
• 13:40
  the
• 13:40
  securities
• 13:41
  in
• 13:41
  the
• 13:41
  first
• 13:41
  place.
• 13:42
  And
• 13:42
  so
• 13:42
  these
• 13:42
  geniuses
• 13:43
  were
• 13:43
  literally
• 13:43
  ripping
• 13:43
  apart
• 13:45
  loans
• 13:45
  and
• 13:45
  taking
• 13:45
  pieces
• 13:46
  of
• 13:46
  those
• 13:46
  loans
• 13:46
  so
• 13:47
  that
• 13:47
  they
• 13:47
  could
• 13:47
  serve
• 13:48
  as
• 13:48
  different
• 13:48
  investors.
• 13:49
  It
• 13:49
  got
• 13:49
  out
• 13:49
  of
• 13:49
  hand
• 13:49
  for
• 13:50
  various
• 13:50
  different
• 13:50
  reasons
• 13:50
  that
• 13:51
  I
• 13:51
  think
• 13:51
  have
• 13:51
  nothing
• 13:51
  to
• 13:51
  do
• 13:51
  with
• 13:52
  what
• 13:52
  they
• 13:52
  were
• 13:52
  creating.
• 13:52
  But
• 13:53
  it
• 13:53
  was
• 13:53
  really
• 13:54
  cool
• 13:54
  intellectually.
• 13:54
  It's
• 13:55
  all
• 13:55
  fascinating.
• 13:55
  For
• 13:56
  me,
• 13:56
  I
• 13:56
  went
• 13:57
  to
• 13:57
  the
• 13:57
  high
• 13:57
  yield
• 13:57
  desk
• 13:58
  and
• 13:58
  it
• 13:58
  was
• 13:58
  a
• 13:58
  great
• 13:58
  group
• 13:58
  of
• 13:58
  people.
• 13:59
  It
• 13:59
  was
• 13:59
  much
• 14:00
  more
• 14:00
  well
• 14:00
  established
• 14:01
  than
• 14:01
  the
• 14:01
  desk
• 14:01
  I
• 14:01
  had
• 14:01
  been
• 14:02
  at
• 14:02
  dlj.
• 14:03
  And
• 14:05
  it
• 14:05
  was
• 14:05
  bonus
• 14:06
  time.
• 14:07
  I
• 14:07
  don't
• 14:07
  remember
• 14:07
  if
• 14:08
  these
• 14:08
  were
• 14:08
  the
• 14:08
  exact
• 14:08
  numbers,
• 14:09
  but
• 14:09
  I'll
• 14:09
  just
• 14:09
  say
• 14:09
  there
• 14:10
  were
• 14:10
  two
• 14:10
  sales
• 14:10
  guys.
• 14:11
  One
• 14:12
  got
• 14:12
  paid
• 14:12
  like
• 14:12
  a
• 14:12
  7:50
• 14:13
  bonus,
• 14:13
  the
• 14:13
  other
• 14:13
  got
• 14:14
  paid
• 14:14
  like
• 14:14
  a
• 14:14
  million
• 14:14
  dollar
• 14:14
  bonus.
• 14:15
  And
• 14:15
  you
• 14:15
  know,
• 14:15
  I
• 14:16
  was
• 14:16
  like,
• 14:16
  what?
• 14:17
  That
• 14:17
  is
• 14:17
  so
• 14:18
  much
• 14:18
  money.
• 14:18
  That's
• 14:18
  insane.
• 14:19
  But
• 14:19
  I
• 14:19
  just
• 14:19
  remember
• 14:20
  being
• 14:20
  really
• 14:20
  surprised
• 14:21
  because
• 14:21
  the
• 14:21
  person
• 14:21
  who
• 14:22
  got
• 14:22
  7:50
• 14:23
  was
• 14:23
  upset
• 14:24
  in
• 14:24
  a
• 14:24
  mood.
• 14:25
  I
• 14:25
  was
• 14:26
  so
• 14:26
  confused.
• 14:26
  I
• 14:26
  was
• 14:27
  like,
• 14:27
  you
• 14:27
  just
• 14:27
  got
• 14:27
  paid
• 14:28
  a
• 14:28
  huge
• 14:28
  amount
• 14:28
  of
• 14:28
  money.
• 14:28
  Like
• 14:29
  how
• 14:29
  could
• 14:29
  you
• 14:29
  possibly
• 14:29
  be
• 14:30
  upset?
• 14:30
  But
• 14:30
  he
• 14:30
  was
• 14:31
  upset
• 14:31
  because
• 14:32
  the
• 14:32
  other
• 14:32
  guy
• 14:32
  got
• 14:33
  paid
• 14:34
  more.
• 14:35
  And
• 14:35
  the
• 14:35
  realization
• 14:36
  I
• 14:36
  had
• 14:37
  at
• 14:37
  that
• 14:37
  moment
• 14:38
  was,
• 14:38
  I
• 14:38
  am
• 14:39
  in
• 14:39
  the
• 14:39
  wrong
• 14:39
  place.
• 14:40
  Because
• 14:41
  I
• 14:41
  would
• 14:41
  have
• 14:41
  been
• 14:42
  thrilled
• 14:42
  with
• 14:42
  that
• 14:43
  750.
• 14:44
  And
• 14:44
  here's
• 14:45
  what
• 14:45
  it
• 14:45
  meant
• 14:45
  to
• 14:45
  me.
• 14:47
  It
• 14:47
  meant
• 14:47
  to
• 14:47
  me
• 14:48
  that
• 14:49
  making
• 14:49
  money
• 14:49
  for
• 14:50
  the
• 14:50
  sake
• 14:50
  of
• 14:50
  making
• 14:50
  money
• 14:51
  was
• 14:52
  not
• 14:52
  what
• 14:52
  drove
• 14:52
  me
• 14:53
  and
• 14:54
  it
• 14:54
  was
• 14:55
  what
• 14:55
  was
• 14:55
  driving
• 14:56
  the
• 14:56
  people
• 14:56
  around
• 14:56
  me.
• 14:57
  And
• 14:57
  because
• 14:58
  of
• 14:58
  that,
• 14:59
  I
• 14:59
  was
• 14:59
  never
• 15:00
  going
• 15:00
  to
• 15:00
  be
• 15:00
  as
• 15:01
  good
• 15:01
  at
• 15:01
  that
• 15:01
  job
• 15:02
  as
• 15:03
  they
• 15:03
  were.
• 15:05
  And
• 15:05
  it
• 15:05
  was
• 15:05
  almost
• 15:05
  like
• 15:06
  a
• 15:06
  disservice
• 15:07
  for
• 15:07
  me
• 15:07
  to
• 15:07
  be
• 15:07
  taking
• 15:08
  up
• 15:08
  the
• 15:08
  seat
• 15:08
  that
• 15:08
  I
• 15:09
  was
• 15:09
  taking
• 15:09
  up.
• 15:09
  I
• 15:09
  had
• 15:10
  competed
• 15:10
  for
• 15:10
  that
• 15:11
  seat
• 15:11
  because
• 15:11
  there
• 15:11
  are
• 15:11
  limited
• 15:12
  numbers.
• 15:13
  I
• 15:13
  just
• 15:13
  like,
• 15:13
  I
• 15:14
  am
• 15:14
  in
• 15:14
  the
• 15:14
  wrong
• 15:15
  place.
• 15:15
  Sometimes
• 15:16
  you
• 15:16
  see
• 15:16
  things
• 15:16
  better
• 15:16
  in
• 15:16
  hindsight.
• 15:17
  It
• 15:17
  occurred
• 15:17
  to
• 15:18
  me
• 15:18
  that
• 15:18
  one
• 15:18
  of
• 15:18
  the
• 15:18
  things
• 15:19
  that
• 15:19
  was
• 15:19
  so
• 15:20
  important
• 15:20
  to
• 15:20
  me
• 15:21
  for
• 15:21
  getting
• 15:21
  up
• 15:21
  every
• 15:22
  day
• 15:22
  at
• 15:22
  DLJ
• 15:23
  and
• 15:23
  at
• 15:23
  the
• 15:23
  law
• 15:23
  firm
• 15:24
  that
• 15:24
  I
• 15:24
  was
• 15:24
  working
• 15:24
  at
• 15:24
  was
• 15:25
  we
• 15:25
  were
• 15:25
  building
• 15:25
  something
• 15:25
  together.
• 15:27
  And
• 15:28
  I
• 15:28
  thought,
• 15:28
  aha,
• 15:29
  that's
• 15:29
  the
• 15:29
  missing
• 15:30
  piece.
• 15:30
  At
• 15:31
  the
• 15:31
  same
• 15:31
  time,
• 15:32
  my
• 15:32
  mother
• 15:33
  had
• 15:33
  just
• 15:33
  started
• 15:33
  a
• 15:33
  business.
• 15:35
  So
• 15:35
  my
• 15:36
  mother
• 15:36
  had
• 15:36
  a
• 15:36
  phenomenal
• 15:37
  career.
• 15:37
  She's
• 15:37
  just
• 15:37
  got
• 15:37
  like
• 15:38
  this
• 15:38
  amazing
• 15:39
  story.
• 15:39
  She
• 15:40
  was
• 15:40
  a
• 15:40
  schoolteacher
• 15:41
  when
• 15:41
  I
• 15:42
  was
• 15:42
  little.
• 15:43
  She
• 15:44
  left
• 15:44
  being
• 15:44
  a
• 15:44
  schoolteacher
• 15:45
  to
• 15:45
  start
• 15:45
  working
• 15:46
  part
• 15:46
  time
• 15:46
  as
• 15:46
  a
• 15:46
  marketing
• 15:47
  copywriter
• 15:47
  for
• 15:48
  a
• 15:48
  manufacturing
• 15:49
  firm.
• 15:49
  Because
• 15:49
  school
• 15:49
  teaching
• 15:50
  was
• 15:50
  paying
• 15:50
  like
• 15:50
  nothing.
• 15:51
  They
• 15:51
  were
• 15:51
  paying
• 15:52
  her,
• 15:52
  I
• 15:52
  think
• 15:52
  by
• 15:52
  the
• 15:52
  article.
• 15:53
  And
• 15:53
  so
• 15:54
  they
• 15:54
  hired
• 15:54
  her.
• 15:54
  And
• 15:54
  then
• 15:55
  all
• 15:55
  of
• 15:55
  a
• 15:55
  sudden
• 15:55
  she
• 15:55
  was
• 15:55
  like,
• 15:55
  wait
• 15:55
  a
• 15:55
  minute,
• 15:56
  they're
• 15:56
  Paying
• 15:56
  me
• 15:56
  by
• 15:56
  the
• 15:56
  article.
• 15:56
  They
• 15:57
  only
• 15:57
  gave
• 15:57
  me
• 15:57
  these
• 15:57
  two
• 15:58
  assignments.
• 15:58
  Let
• 15:58
  me
• 15:58
  go
• 15:58
  around
• 15:59
  and
• 15:59
  get
• 15:59
  more
• 15:59
  assignments.
• 16:01
  And
• 16:02
  without,
• 16:02
  you
• 16:02
  know,
• 16:02
  being
• 16:03
  told
• 16:03
  she
• 16:03
  had
• 16:04
  created
• 16:04
  this
• 16:04
  whole
• 16:05
  marketing
• 16:05
  library.
• 16:05
  And
• 16:06
  they
• 16:06
  were
• 16:06
  impressed
• 16:06
  with
• 16:06
  her
• 16:06
  initiative,
• 16:07
  her
• 16:07
  writing,
• 16:07
  everything.
• 16:08
  So
• 16:08
  they
• 16:08
  decided
• 16:08
  to
• 16:09
  hire
• 16:09
  her
• 16:10
  full
• 16:10
  time
• 16:11
  and
• 16:11
  then
• 16:11
  promoted
• 16:11
  her
• 16:12
  to
• 16:12
  sales
• 16:12
  management.
• 16:12
  Then
• 16:13
  they
• 16:13
  sent
• 16:13
  her
• 16:14
  to
• 16:14
  University
• 16:15
  of
• 16:15
  Chicago
• 16:15
  Business
• 16:15
  School
• 16:16
  to
• 16:16
  get
• 16:16
  an
• 16:17
  executive
• 16:17
  MBA.
• 16:18
  They
• 16:19
  promoted
• 16:19
  her
• 16:19
  to
• 16:19
  president
• 16:20
  of
• 16:20
  the
• 16:20
  company.
• 16:20
  So
• 16:21
  12
• 16:21
  years
• 16:21
  later,
• 16:22
  she's
• 16:22
  the
• 16:23
  president
• 16:23
  of
• 16:23
  a
• 16:23
  division
• 16:24
  of
• 16:24
  a
• 16:24
  Fortune
• 16:24
  1000
• 16:25
  business.
• 16:26
  The
• 16:26
  only
• 16:26
  woman
• 16:26
  in
• 16:26
  that
• 16:27
  space,
• 16:28
  one
• 16:28
  of
• 16:28
  the
• 16:28
  few
• 16:28
  women
• 16:28
  in
• 16:29
  that
• 16:29
  industry.
• 16:29
  She's
• 16:30
  a
• 16:30
  recognized
• 16:31
  pioneer.
• 16:32
  It's
• 16:32
  food
• 16:32
  service
• 16:33
  equipment
• 16:33
  manufacturing.
• 16:34
  She's
• 16:34
  a
• 16:34
  recognized
• 16:35
  pioneer
• 16:35
  in
• 16:35
  that
• 16:36
  industry.
• 16:37
  And
• 16:37
  then
• 16:37
  she
• 16:38
  leaves
• 16:39
  that
• 16:39
  business
• 16:39
  in
• 16:40
  her
• 16:40
  early
• 16:40
  50s
• 16:41
  and
• 16:41
  decides,
• 16:42
  I'm
• 16:42
  going
• 16:42
  to
• 16:42
  retire.
• 16:43
  And
• 16:43
  we're
• 16:43
  all
• 16:43
  like,
• 16:44
  yeah,
• 16:44
  right.
• 16:46
  And
• 16:46
  then
• 16:47
  she
• 16:47
  comes
• 16:47
  with
• 16:48
  a
• 16:48
  partner
• 16:48
  and
• 16:48
  says,
• 16:49
  you
• 16:49
  know
• 16:49
  what?
• 16:49
  I'm
• 16:49
  going
• 16:49
  to
• 16:49
  start
• 16:49
  this.
• 16:50
  We're
• 16:50
  going
• 16:50
  to
• 16:50
  fund
• 16:50
  this
• 16:50
  business.
• 16:51
  He's
• 16:51
  going
• 16:51
  to
• 16:51
  fund
• 16:51
  it
• 16:51
  with
• 16:51
  me.
• 16:52
  I'm
• 16:52
  going
• 16:52
  to
• 16:52
  build
• 16:52
  it.
• 16:53
  That
• 16:53
  to
• 16:53
  me,
• 16:53
  was
• 16:54
  way
• 16:54
  more
• 16:54
  attractive
• 16:55
  than
• 16:56
  what
• 16:56
  I
• 16:56
  was
• 16:56
  doing
• 16:57
  at
• 16:57
  Lehman
• 16:57
  Brothers,
• 16:58
  but
• 16:58
  it
• 16:58
  wasn't
• 16:59
  going
• 16:59
  to
• 16:59
  pay
• 16:59
  me
• 16:59
  enough
• 16:59
  in
• 17:00
  the
• 17:00
  beginning.
• 17:01
  She
• 17:01
  was
• 17:01
  approached
• 17:02
  by
• 17:02
  a
• 17:03
  team
• 17:03
  out
• 17:04
  of
• 17:04
  Silicon
• 17:05
  Valley
• 17:05
  who
• 17:05
  said,
• 17:05
  we
• 17:06
  like
• 17:06
  this
• 17:06
  concept
• 17:07
  that
• 17:07
  you've
• 17:07
  built,
• 17:07
  but
• 17:08
  we
• 17:08
  think
• 17:08
  you
• 17:08
  should
• 17:08
  have
• 17:09
  an
• 17:09
  E
• 17:09
  commerce
• 17:09
  component,
• 17:10
  and
• 17:10
  we
• 17:10
  think
• 17:10
  we
• 17:11
  should
• 17:11
  raise
• 17:11
  venture
• 17:12
  capital.
• 17:14
  I
• 17:14
  said
• 17:14
  to
• 17:14
  her,
• 17:15
  that
• 17:16
  is
• 17:16
  something
• 17:16
  I
• 17:16
  want
• 17:17
  to
• 17:17
  be
• 17:17
  part
• 17:17
  of
• 17:17
  with
• 17:17
  you
• 17:17
  for
• 17:17
  sure.
• 17:19
  She
• 17:19
  said,
• 17:19
  you're
• 17:19
  coming
• 17:19
  to
• 17:19
  the
• 17:20
  investor
• 17:20
  meeting
• 17:20
  with
• 17:20
  me.
• 17:20
  I
• 17:21
  said,
• 17:21
  sounds
• 17:21
  great.
• 17:21
  We
• 17:21
  go
• 17:22
  to
• 17:22
  the
• 17:22
  investor
• 17:22
  meeting.
• 17:22
  It's
• 17:23
  the
• 17:23
  principal
• 17:24
  lead
• 17:24
  for
• 17:24
  the
• 17:25
  VC
• 17:25
  round
• 17:25
  they
• 17:26
  were
• 17:26
  looking
• 17:26
  to
• 17:26
  raise.
• 17:27
  She
• 17:27
  was
• 17:28
  on
• 17:28
  the
• 17:28
  way
• 17:28
  up
• 17:28
  saying,
• 17:29
  I
• 17:29
  don't
• 17:29
  know
• 17:29
  what
• 17:29
  to
• 17:29
  tell
• 17:29
  these
• 17:29
  guys.
• 17:30
  I
• 17:30
  don't
• 17:30
  know
• 17:30
  anything
• 17:30
  about
• 17:31
  finance.
• 17:31
  I'm
• 17:31
  a
• 17:31
  salesperson,
• 17:32
  a
• 17:32
  marketing
• 17:32
  person.
• 17:33
  I've
• 17:33
  built
• 17:33
  my
• 17:34
  business
• 17:34
  through
• 17:34
  networking,
• 17:35
  and
• 17:35
  I
• 17:35
  don't
• 17:36
  know
• 17:36
  what
• 17:36
  to
• 17:36
  talk
• 17:36
  to
• 17:36
  these
• 17:36
  VC
• 17:37
  guys
• 17:37
  about.
• 17:37
  And
• 17:38
  she's
• 17:38
  like,
• 17:38
  I'm
• 17:38
  glad
• 17:38
  you're
• 17:39
  with
• 17:39
  me
• 17:39
  because
• 17:39
  you
• 17:39
  have
• 17:40
  the
• 17:40
  finance
• 17:40
  language.
• 17:41
  And
• 17:41
  I
• 17:41
  said,
• 17:41
  sure,
• 17:41
  that's
• 17:42
  fine.
• 17:42
  Well,
• 17:43
  we
• 17:43
  sat
• 17:43
  down
• 17:43
  and
• 17:43
  they
• 17:44
  said,
• 17:44
  tell
• 17:45
  us
• 17:45
  your
• 17:45
  story
• 17:45
  about
• 17:46
  why
• 17:46
  you're
• 17:46
  building
• 17:47
  this
• 17:47
  business.
• 17:48
  So
• 17:48
  we're
• 17:49
  sitting
• 17:49
  across
• 17:49
  this
• 17:49
  big
• 17:49
  boardroom
• 17:50
  table,
• 17:51
  and
• 17:51
  it's.
• 17:52
  We're
• 17:52
  on
• 17:53
  one
• 17:53
  side,
• 17:53
  and
• 17:53
  on
• 17:53
  the
• 17:54
  other
• 17:54
  side
• 17:54
  of
• 17:54
  the
• 17:54
  table,
• 17:54
  it's
• 17:55
  the
• 17:55
  principal,
• 17:56
  the
• 17:56
  associate,
• 17:56
  and
• 17:56
  the
• 17:57
  partner.
• 17:58
  First
• 17:58
  the
• 17:58
  associate
• 17:59
  was
• 17:59
  like
• 17:59
  this.
• 17:59
  And
• 18:00
  then
• 18:00
  he
• 18:00
  leaned
• 18:00
  forward
• 18:00
  to
• 18:00
  put
• 18:00
  his
• 18:01
  elbows
• 18:01
  on
• 18:01
  the
• 18:01
  table.
• 18:01
  And
• 18:01
  then
• 18:02
  the
• 18:02
  principal,
• 18:02
  who
• 18:02
  had
• 18:02
  been
• 18:03
  like
• 18:03
  this,
• 18:03
  you
• 18:03
  know,
• 18:03
  foot
• 18:04
  crosses
• 18:04
  him.
• 18:04
  And
• 18:05
  then
• 18:05
  the
• 18:05
  partner
• 18:05
  uncrossed
• 18:06
  his
• 18:06
  arms
• 18:07
  and
• 18:07
  leaned
• 18:07
  Forward
• 18:08
  on
• 18:08
  the
• 18:08
  table.
• 18:08
  I
• 18:08
  was
• 18:09
  like,
• 18:10
  we've
• 18:10
  got
• 18:10
  this
• 18:10
  money.
• 18:11
  And
• 18:12
  we
• 18:12
  did.
• 18:14
  And
• 18:14
  there
• 18:15
  are
• 18:15
  a
• 18:15
  lot
• 18:15
  of
• 18:15
  things
• 18:15
  that
• 18:15
  happened
• 18:16
  after
• 18:16
  that,
• 18:16
  but
• 18:16
  that's
• 18:16
  just.
• 18:17
  Those
• 18:17
  were
• 18:17
  some
• 18:18
  pretty
• 18:18
  big
• 18:18
  moments.
• 18:19
  Wow.
• 18:19
  I
• 18:20
  love
• 18:20
  these
• 18:20
  three
• 18:20
  choices
• 18:21
  that
• 18:21
  you
• 18:21
  just
• 18:21
  shared
• 18:22
  with
• 18:22
  us.
• 18:22
  These
• 18:22
  three
• 18:23
  moments.
• 18:23
  It
• 18:23
  makes
• 18:23
  sense,
• 18:24
  like
• 18:24
  going
• 18:24
  to
• 18:24
  a
• 18:24
  Jesuit
• 18:25
  school,
• 18:25
  to
• 18:26
  not
• 18:27
  only
• 18:27
  have
• 18:27
  a
• 18:27
  good
• 18:27
  education,
• 18:28
  but
• 18:29
  be
• 18:30
  really
• 18:30
  grounded
• 18:30
  in
• 18:31
  being
• 18:31
  of
• 18:31
  service
• 18:32
  to
• 18:32
  the
• 18:32
  world
• 18:32
  and
• 18:33
  sharing
• 18:33
  your
• 18:33
  glory
• 18:34
  with
• 18:35
  the
• 18:35
  world.
• 18:35
  I
• 18:35
  think
• 18:36
  that's
• 18:37
  profound.
• 18:38
  This
• 18:38
  whole
• 18:38
  conversation
• 18:39
  about
• 18:39
  being
• 18:40
  in
• 18:40
  finance
• 18:41
  and
• 18:41
  realizing
• 18:42
  my
• 18:42
  husband's
• 18:43
  in
• 18:43
  the
• 18:43
  finance
• 18:43
  world
• 18:44
  and
• 18:44
  he's,
• 18:45
  you
• 18:45
  know,
• 18:45
  like,
• 18:48
  they
• 18:49
  are
• 18:49
  truly
• 18:50
  many
• 18:50
  of
• 18:50
  them
• 18:51
  in
• 18:52
  the
• 18:52
  business
• 18:52
  to
• 18:52
  make
• 18:53
  money.
• 18:53
  And
• 18:53
  that
• 18:53
  is
• 18:53
  it.
• 18:54
  And
• 18:54
  it
• 18:54
  is
• 18:54
  a
• 18:55
  different
• 18:56
  motivation,
• 18:56
  certainly
• 18:57
  for
• 18:57
  me.
• 18:57
  I
• 18:58
  love
• 18:58
  to
• 18:58
  make
• 18:58
  money,
• 18:59
  but
• 18:59
  it
• 18:59
  doesn't
• 18:59
  light
• 19:00
  my
• 19:00
  heart
• 19:00
  out
• 19:01
  like
• 19:01
  that
• 19:01
  as
• 19:01
  an
• 19:02
  endpoint,
• 19:02
  it's
• 19:02
  in
• 19:03
  service
• 19:03
  sense.
• 19:04
  So
• 19:04
  I
• 19:04
  can
• 19:04
  do
• 19:04
  more
• 19:05
  cool
• 19:05
  things
• 19:05
  and
• 19:06
  create
• 19:06
  more
• 19:07
  opportunities.
• 19:07
  You
• 19:08
  know
• 19:08
  what
• 19:08
  I
• 19:08
  mean?
• 19:08
  So
• 19:09
  I
• 19:09
  love
• 19:09
  that.
• 19:10
  And
• 19:10
  then
• 19:10
  you
• 19:10
  have
• 19:11
  this
• 19:11
  mother.
• 19:12
  Yes.
• 19:13
  Holy
• 19:14
  cow.
• 19:14
  So
• 19:15
  she
• 19:15
  got
• 19:15
  the
• 19:15
  money
• 19:16
  and
• 19:16
  then
• 19:16
  at
• 19:17
  some
• 19:17
  point
• 19:17
  you
• 19:17
  got
• 19:17
  involved
• 19:18
  with
• 19:18
  the
• 19:18
  business?
• 19:18
  Yes,
• 19:18
  right
• 19:19
  after
• 19:19
  that.
• 19:20
  Sadly,
• 19:21
  it
• 19:21
  really
• 19:21
  wasn't
• 19:22
  even
• 19:22
  that
• 19:22
  long.
• 19:22
  I
• 19:22
  can't
• 19:22
  remember
• 19:23
  what
• 19:23
  the
• 19:23
  period
• 19:23
  of
• 19:23
  time
• 19:23
  was
• 19:24
  the
• 19:25
  tech
• 19:25
  bubble
• 19:25
  burst.
• 19:26
  We
• 19:26
  hired
• 19:26
  a
• 19:26
  whole
• 19:26
  team
• 19:27
  of
• 19:27
  really
• 19:28
  bright
• 19:28
  developers
• 19:29
  and
• 19:30
  like
• 19:30
  implementation
• 19:31
  teams,
• 19:31
  technology
• 19:31
  implementation,
• 19:32
  and
• 19:34
  launched
• 19:34
  this
• 19:34
  product
• 19:35
  and
• 19:36
  literally,
• 19:37
  literally
• 19:38
  couldn't
• 19:38
  give
• 19:38
  it
• 19:38
  away
• 19:39
  to
• 19:39
  the
• 19:40
  customers.
• 19:41
  They
• 19:41
  just
• 19:41
  were
• 19:41
  not
• 19:41
  ready
• 19:42
  for
• 19:42
  it.
• 19:42
  The
• 19:42
  business
• 19:42
  was
• 19:43
  a
• 19:43
  group
• 19:43
  purchasing
• 19:44
  organization.
• 19:44
  We
• 19:44
  negotiate
• 19:45
  contracts
• 19:46
  with
• 19:46
  suppliers
• 19:47
  with
• 19:48
  financial
• 19:48
  incentives
• 19:49
  or
• 19:49
  better
• 19:49
  terms.
• 19:50
  In
• 19:50
  many
• 19:50
  cases
• 19:50
  it
• 19:51
  was
• 19:51
  tiered
• 19:51
  rebates
• 19:52
  because
• 19:52
  we
• 19:52
  were
• 19:52
  doing
• 19:52
  this
• 19:53
  on
• 19:54
  custom
• 19:54
  goods
• 19:54
  and
• 19:55
  components
• 19:55
  for
• 19:55
  manufacturers
• 19:56
  that
• 19:57
  aren't
• 19:57
  part
• 19:57
  of
• 19:57
  a
• 19:57
  list
• 19:58
  price
• 19:58
  catalog
• 19:58
  or
• 19:58
  something
• 19:58
  like
• 19:59
  that.
• 19:59
  And
• 19:59
  you
• 19:59
  create
• 19:59
  this
• 20:00
  group
• 20:00
  of
• 20:00
  buyers
• 20:00
  who
• 20:01
  then
• 20:01
  takes
• 20:01
  advantage
• 20:02
  of
• 20:02
  those
• 20:02
  incentives.
• 20:02
  And
• 20:03
  the
• 20:03
  more
• 20:03
  volume
• 20:04
  you
• 20:04
  drive
• 20:05
  from
• 20:05
  those
• 20:05
  buyers
• 20:06
  to
• 20:06
  the
• 20:06
  suppliers,
• 20:06
  the
• 20:06
  more
• 20:07
  the
• 20:07
  suppliers
• 20:07
  benefit,
• 20:08
  the
• 20:08
  more
• 20:08
  the
• 20:08
  buyers
• 20:09
  benefit.
• 20:09
  And
• 20:09
  it's
• 20:09
  this
• 20:10
  great
• 20:10
  little
• 20:10
  cycle
• 20:10
  of.
• 20:11
  Of
• 20:11
  creating
• 20:11
  this
• 20:12
  group
• 20:12
  through
• 20:12
  these
• 20:12
  transactions.
• 20:13
  And
• 20:14
  the
• 20:14
  group
• 20:14
  purchasing
• 20:14
  organization
• 20:15
  gets
• 20:15
  paid
• 20:15
  a
• 20:16
  transaction
• 20:16
  fee,
• 20:17
  like
• 20:17
  a
• 20:17
  marketing
• 20:18
  fee
• 20:18
  or
• 20:18
  an
• 20:18
  administrative
• 20:19
  fee
• 20:19
  from
• 20:19
  the
• 20:19
  suppliers.
• 20:20
  That's
• 20:21
  essentially
• 20:22
  for
• 20:23
  better
• 20:23
  customer
• 20:24
  acquisition,
• 20:24
  faster
• 20:25
  acquisition,
• 20:25
  and
• 20:25
  better
• 20:25
  retention.
• 20:26
  So
• 20:26
  that's.
• 20:26
  That's
• 20:27
  the
• 20:27
  concept,
• 20:27
  that's
• 20:28
  the
• 20:28
  model.
• 20:28
  And
• 20:29
  so
• 20:29
  it's
• 20:29
  this
• 20:29
  really
• 20:29
  great
• 20:29
  platform,
• 20:30
  objectively,
• 20:31
  from
• 20:31
  the
• 20:32
  outside,
• 20:32
  when
• 20:32
  you
• 20:32
  look
• 20:32
  at
• 20:32
  it,
• 20:33
  the
• 20:33
  technology
• 20:33
  will
• 20:33
  make
• 20:33
  everybody
• 20:34
  operate
• 20:34
  more
• 20:34
  efficiently.
• 20:35
  Well,
• 20:36
  Coco,
• 20:37
  the
• 20:37
  firm
• 20:37
  that
• 20:37
  bought
• 20:38
  us
• 20:38
  in
• 20:38
  2017,
• 20:39
  that
• 20:39
  I
• 20:40
  worked
• 20:40
  for
• 20:40
  until
• 20:40
  2021,
• 20:42
  finally
• 20:43
  launched
• 20:44
  a
• 20:44
  successful
• 20:45
  e
• 20:46
  commerce
• 20:46
  marketplace
• 20:47
  for
• 20:47
  a
• 20:47
  GPO
• 20:48
  in
• 20:48
  this
• 20:48
  space.
• 20:50
  24
• 20:51
  years
• 20:51
  later,
• 20:52
  customers
• 20:52
  are
• 20:52
  finally
• 20:53
  ready
• 20:53
  for
• 20:53
  it.
• 20:55
  In
• 20:55
  theory,
• 20:55
  it
• 20:55
  was
• 20:55
  a
• 20:56
  great
• 20:56
  idea,
• 20:57
  but
• 20:59
  it
• 20:59
  was
• 20:59
  not
• 20:59
  the
• 21:00
  top
• 21:00
  of
• 21:00
  mind
• 21:00
  agenda
• 21:01
  for
• 21:01
  what
• 21:01
  our
• 21:01
  customers
• 21:02
  are
• 21:02
  trying
• 21:02
  to
• 21:02
  do
• 21:02
  with
• 21:03
  their
• 21:03
  business.
• 21:03
  You
• 21:04
  know,
• 21:04
  they
• 21:04
  were
• 21:04
  competing
• 21:05
  with
• 21:05
  China,
• 21:06
  they
• 21:06
  were
• 21:06
  competing
• 21:06
  with
• 21:07
  overseas
• 21:07
  manufacturers
• 21:08
  who,
• 21:08
  who
• 21:08
  were
• 21:08
  either
• 21:09
  selling
• 21:10
  goods
• 21:10
  at
• 21:10
  a
• 21:10
  lower
• 21:10
  price
• 21:10
  or
• 21:11
  in
• 21:11
  some
• 21:11
  cases
• 21:11
  stealing
• 21:12
  their
• 21:12
  ip.
• 21:13
  They
• 21:13
  were
• 21:13
  dealing
• 21:14
  with
• 21:14
  material
• 21:14
  price
• 21:15
  disruptions
• 21:15
  and
• 21:16
  everything
• 21:16
  they
• 21:17
  were
• 21:17
  dealing
• 21:17
  with
• 21:17
  strategically
• 21:18
  had
• 21:18
  nothing
• 21:18
  to
• 21:18
  do
• 21:18
  with
• 21:19
  technology
• 21:19
  and
• 21:19
  efficiency.
• 21:21
  So
• 21:21
  how
• 21:21
  did
• 21:22
  you
• 21:22
  stay
• 21:22
  alive,
• 21:22
  first
• 21:23
  of
• 21:23
  all?
• 21:23
  How
• 21:23
  did
• 21:23
  the
• 21:24
  business
• 21:25
  continue
• 21:25
  to
• 21:25
  function
• 21:26
  and
• 21:27
  how
• 21:27
  did
• 21:27
  you
• 21:27
  get
• 21:28
  to
• 21:28
  a
• 21:28
  successful
• 21:29
  exit?
• 21:30
  So
• 21:30
  we
• 21:30
  had
• 21:31
  to
• 21:31
  that
• 21:32
  situation.
• 21:33
  Yeah,
• 21:34
  we
• 21:34
  had
• 21:34
  to
• 21:34
  lay
• 21:35
  off
• 21:35
  this
• 21:36
  really
• 21:36
  big
• 21:36
  group
• 21:36
  of
• 21:37
  talented
• 21:37
  developers
• 21:37
  and
• 21:38
  implementers
• 21:38
  because
• 21:39
  it
• 21:39
  wasn't
• 21:39
  work
• 21:39
  for
• 21:40
  them.
• 21:40
  I
• 21:40
  think
• 21:41
  we
• 21:41
  were
• 21:41
  fortunate
• 21:42
  in
• 21:42
  some
• 21:42
  way
• 21:43
  that
• 21:43
  the
• 21:43
  VCs
• 21:44
  we
• 21:44
  raised
• 21:44
  money
• 21:45
  from
• 21:45
  were
• 21:45
  very
• 21:45
  focused
• 21:46
  on
• 21:47
  technology
• 21:47
  firms
• 21:48
  developing
• 21:49
  new
• 21:49
  products.
• 21:49
  We
• 21:50
  didn't
• 21:50
  need
• 21:50
  the
• 21:50
  technology
• 21:51
  to
• 21:51
  do
• 21:52
  the
• 21:52
  GPO
• 21:53
  business.
• 21:53
  There
• 21:53
  have
• 21:54
  been
• 21:54
  gpos
• 21:54
  in
• 21:54
  healthcare
• 21:55
  and
• 21:55
  other
• 21:55
  spaces
• 21:56
  for
• 21:56
  decades
• 21:57
  and
• 21:58
  these
• 21:58
  businesses
• 21:58
  have
• 21:58
  run
• 21:59
  really
• 21:59
  well
• 21:59
  without
• 21:59
  the
• 22:00
  need
• 22:00
  for
• 22:00
  any
• 22:00
  kind
• 22:00
  of
• 22:00
  like
• 22:01
  technology
• 22:01
  piece.
• 22:02
  So
• 22:02
  we
• 22:02
  didn't
• 22:02
  need
• 22:02
  it
• 22:02
  to
• 22:03
  make
• 22:03
  money.
• 22:03
  We
• 22:04
  had
• 22:04
  a
• 22:04
  different
• 22:04
  revenue
• 22:05
  model
• 22:06
  and
• 22:06
  a
• 22:06
  different
• 22:06
  revenue
• 22:07
  proposition.
• 22:07
  They
• 22:07
  said,
• 22:07
  you
• 22:08
  guys
• 22:08
  are
• 22:08
  one
• 22:08
  of
• 22:08
  the
• 22:08
  few
• 22:08
  that
• 22:08
  actually
• 22:10
  have
• 22:10
  the
• 22:10
  ability
• 22:11
  to
• 22:11
  make
• 22:11
  money.
• 22:11
  You're
• 22:12
  losing
• 22:12
  money
• 22:12
  because
• 22:12
  you've
• 22:12
  got
• 22:13
  the
• 22:13
  staff,
• 22:14
  but
• 22:14
  once
• 22:14
  you
• 22:14
  cut
• 22:14
  the
• 22:15
  staff,
• 22:15
  you
• 22:15
  have
• 22:15
  the
• 22:15
  ability
• 22:16
  to
• 22:16
  make
• 22:16
  money
• 22:16
  and
• 22:17
  provide
• 22:17
  a
• 22:17
  return
• 22:17
  for
• 22:17
  us.
• 22:18
  And
• 22:18
  we
• 22:18
  did.
• 22:18
  We
• 22:18
  didn't
• 22:18
  give
• 22:19
  them
• 22:19
  the
• 22:19
  return
• 22:19
  they
• 22:19
  were
• 22:19
  expecting,
• 22:20
  but
• 22:20
  we
• 22:20
  eventually
• 22:21
  did
• 22:21
  give
• 22:21
  them
• 22:22
  a
• 22:22
  really
• 22:22
  strong
• 22:22
  return.
• 22:23
  In
• 22:24
  2008,
• 22:26
  we
• 22:26
  bought
• 22:26
  the
• 22:27
  firm
• 22:27
  back
• 22:28
  from
• 22:28
  the
• 22:28
  VCs.
• 22:29
  We
• 22:29
  raised
• 22:29
  money
• 22:30
  from
• 22:30
  a
• 22:30
  group
• 22:30
  of
• 22:30
  investors
• 22:32
  and
• 22:32
  the
• 22:32
  management
• 22:33
  team
• 22:34
  and
• 22:34
  it
• 22:34
  was
• 22:34
  profitable.
• 22:35
  It
• 22:35
  was
• 22:35
  profitable
• 22:36
  at
• 22:36
  that
• 22:36
  point
• 22:37
  for
• 22:38
  many
• 22:38
  years.
• 22:39
  We
• 22:40
  remained
• 22:40
  profitable
• 22:41
  through
• 22:41
  losing
• 22:42
  our
• 22:42
  biggest
• 22:43
  customer.
• 22:43
  We
• 22:43
  remained
• 22:44
  profitable
• 22:44
  through
• 22:45
  the
• 22:46
  Great
• 22:46
  Recession.
• 22:47
  You
• 22:47
  know,
• 22:48
  it
• 22:48
  wasn't
• 22:48
  great,
• 22:48
  but
• 22:49
  we
• 22:49
  remained
• 22:49
  profitable.
• 22:50
  Part
• 22:51
  of
• 22:51
  the
• 22:51
  reason
• 22:51
  we
• 22:52
  remained
• 22:52
  profitable
• 22:53
  was
• 22:53
  that
• 22:53
  we
• 22:54
  retained
• 22:54
  a
• 22:55
  small
• 22:55
  group
• 22:55
  of
• 22:56
  developers
• 22:57
  from
• 22:57
  that
• 22:57
  original
• 22:58
  team
• 22:59
  who
• 23:00
  took
• 23:00
  the
• 23:00
  platform
• 23:01
  they
• 23:02
  were
• 23:02
  building.
• 23:05
  Basically
• 23:05
  like
• 23:05
  document
• 23:07
  transactions
• 23:08
  and
• 23:10
  managing
• 23:10
  payments.
• 23:11
  It
• 23:11
  was
• 23:11
  a
• 23:12
  payment
• 23:12
  management
• 23:12
  system.
• 23:13
  They
• 23:13
  applied
• 23:14
  it
• 23:14
  to
• 23:14
  our
• 23:14
  own
• 23:14
  internal
• 23:15
  business
• 23:15
  operations
• 23:16
  and
• 23:17
  allowed
• 23:17
  us
• 23:17
  to
• 23:17
  remain
• 23:18
  really
• 23:18
  efficient
• 23:19
  and
• 23:19
  not
• 23:19
  have
• 23:20
  to
• 23:20
  add
• 23:20
  a
• 23:20
  lot
• 23:20
  of
• 23:20
  headcount.
• 23:21
  As
• 23:21
  we
• 23:21
  were
• 23:22
  adding
• 23:22
  lots
• 23:22
  and
• 23:23
  lots
• 23:23
  of
• 23:23
  customers,
• 23:24
  we
• 23:24
  essentially
• 23:24
  just
• 23:25
  doubled
• 23:25
  down
• 23:25
  on
• 23:25
  our
• 23:26
  real
• 23:26
  base
• 23:26
  value
• 23:26
  proposition.
• 23:27
  Just
• 23:27
  do
• 23:28
  that
• 23:28
  and
• 23:29
  don't
• 23:29
  worry
• 23:29
  about
• 23:29
  doing
• 23:29
  anything
• 23:30
  else
• 23:30
  for
• 23:31
  many,
• 23:31
  many
• 23:32
  years.
• 23:33
  Let's
• 23:33
  do
• 23:34
  everything
• 23:34
  we
• 23:34
  could
• 23:34
  possibly
• 23:35
  do
• 23:35
  to
• 23:36
  make
• 23:36
  our
• 23:36
  buyers
• 23:37
  connect
• 23:37
  with
• 23:37
  our
• 23:37
  suppliers
• 23:38
  and
• 23:38
  get
• 23:38
  them
• 23:38
  to
• 23:39
  do
• 23:39
  business
• 23:39
  together.
• 23:40
  Our
• 23:40
  whole
• 23:41
  entire
• 23:41
  focus
• 23:41
  was
• 23:42
  around
• 23:42
  anything
• 23:43
  that
• 23:43
  we
• 23:43
  could
• 23:43
  do
• 23:44
  to
• 23:44
  make
• 23:44
  that
• 23:44
  process
• 23:45
  happen
• 23:45
  without
• 23:45
  friction,
• 23:46
  to
• 23:47
  make
• 23:47
  it
• 23:47
  happen
• 23:47
  more
• 23:47
  frequently,
• 23:48
  to
• 23:48
  add
• 23:48
  the
• 23:49
  right
• 23:49
  buyers
• 23:50
  and
• 23:50
  sellers,
• 23:50
  which
• 23:51
  is
• 23:51
  one
• 23:51
  of
• 23:51
  the
• 23:51
  geniuses
• 23:52
  of
• 23:52
  a
• 23:52
  GPO
• 23:52
  model,
• 23:53
  is
• 23:53
  you
• 23:53
  can
• 23:53
  grow
• 23:53
  just
• 23:54
  in
• 23:54
  many
• 23:55
  different
• 23:55
  ways.
• 23:56
  So
• 23:56
  we
• 23:56
  focus
• 23:56
  solely
• 23:57
  on
• 23:57
  that
• 23:57
  for
• 23:57
  a
• 23:58
  very,
• 23:58
  very
• 23:58
  long
• 23:58
  time
• 23:59
  and
• 23:59
  did
• 23:59
  nothing
• 24:00
  outside
• 24:00
  of
• 24:01
  the
• 24:01
  scope
• 24:01
  of
• 24:01
  our
• 24:01
  core
• 24:02
  business.
• 24:02
  And
• 24:02
  that's
• 24:02
  how
• 24:03
  we
• 24:03
  ended
• 24:04
  up
• 24:04
  being
• 24:04
  an
• 24:04
  attractive
• 24:06
  target
• 24:06
  for
• 24:07
  a
• 24:07
  strategic
• 24:07
  buyer
• 24:07
  eventually.
• 24:09
  See,
• 24:09
  that
• 24:10
  to
• 24:10
  me
• 24:10
  is
• 24:10
  such
• 24:11
  an
• 24:11
  illustration
• 24:12
  of
• 24:12
  what
• 24:12
  makes
• 24:13
  a
• 24:13
  great
• 24:13
  entrepreneur.
• 24:14
  You
• 24:14
  keep
• 24:15
  figuring
• 24:15
  it
• 24:16
  out.
• 24:16
  Yes.
• 24:17
  And
• 24:17
  a
• 24:18
  lot
• 24:18
  of
• 24:18
  times
• 24:18
  things
• 24:19
  don't
• 24:19
  go
• 24:19
  the
• 24:20
  way
• 24:20
  you
• 24:20
  expect.
• 24:21
  You
• 24:21
  think,
• 24:22
  okay,
• 24:22
  I
• 24:22
  got
• 24:22
  VC
• 24:23
  money.
• 24:23
  The
• 24:23
  next
• 24:24
  thing
• 24:24
  is
• 24:24
  we're
• 24:24
  going
• 24:24
  to
• 24:24
  grow
• 24:25
  and
• 24:25
  then
• 24:25
  we're
• 24:25
  going
• 24:25
  to
• 24:25
  exit.
• 24:26
  And
• 24:26
  that's
• 24:26
  not
• 24:26
  what
• 24:27
  happened.
• 24:27
  In
• 24:27
  fact,
• 24:27
  you
• 24:27
  bought
• 24:28
  them
• 24:28
  back
• 24:28
  and
• 24:28
  there
• 24:28
  was
• 24:29
  probably
• 24:29
  a
• 24:30
  lot
• 24:30
  of,
• 24:31
  a
• 24:31
  lot
• 24:31
  of
• 24:32
  heartache
• 24:33
  and
• 24:33
  pain
• 24:33
  and
• 24:33
  struggle
• 24:34
  during
• 24:34
  that.
• 24:35
  Right.
• 24:35
  And
• 24:35
  that's
• 24:36
  the
• 24:36
  truth.
• 24:36
  Eventually
• 24:37
  you
• 24:37
  get
• 24:37
  to
• 24:38
  your,
• 24:38
  your
• 24:39
  exit,
• 24:39
  your
• 24:39
  big
• 24:40
  exit.
• 24:41
  I
• 24:41
  just
• 24:41
  feel
• 24:41
  like
• 24:42
  in
• 24:42
  my
• 24:42
  own
• 24:43
  experience
• 24:44
  that's
• 24:44
  the
• 24:44
  story
• 24:45
  people
• 24:45
  want
• 24:45
  to
• 24:45
  hear,
• 24:46
  is
• 24:46
  that
• 24:46
  you
• 24:46
  exited,
• 24:46
  but
• 24:47
  really
• 24:47
  the
• 24:48
  story
• 24:48
  is
• 24:49
  everything
• 24:50
  that
• 24:50
  you
• 24:50
  had
• 24:51
  to
• 24:51
  grow
• 24:52
  through.
• 24:53
  Exactly.
• 24:54
  To
• 24:54
  get
• 24:54
  there.
• 24:55
  Exactly.
• 24:55
  What
• 24:56
  kept
• 24:56
  you
• 24:56
  in
• 24:58
  all
• 24:58
  that
• 24:58
  time?
• 24:59
  What
• 24:59
  kept
• 24:59
  you
• 25:00
  going
• 25:01
  in
• 25:01
  this
• 25:02
  business,
• 25:02
  in
• 25:03
  this
• 25:03
  challenging
• 25:04
  environment?
• 25:05
  Why
• 25:05
  didn't
• 25:05
  you
• 25:07
  give
• 25:07
  up?
• 25:08
  Leave?
• 25:08
  What
• 25:09
  kept
• 25:09
  you?
• 25:10
  It
• 25:10
  was
• 25:10
  a
• 25:10
  lot
• 25:11
  of
• 25:11
  different
• 25:11
  things.
• 25:11
  We
• 25:12
  had
• 25:12
  a
• 25:12
  really
• 25:12
  great
• 25:13
  customer
• 25:14
  base.
• 25:14
  They
• 25:14
  loved
• 25:15
  us.
• 25:15
  And
• 25:15
  the
• 25:15
  reason
• 25:16
  I
• 25:16
  know
• 25:16
  they
• 25:16
  loved
• 25:16
  us
• 25:16
  is
• 25:17
  two
• 25:17
  things
• 25:17
  would
• 25:17
  happen.
• 25:18
  They
• 25:18
  would
• 25:18
  come
• 25:18
  to
• 25:18
  us
• 25:18
  constantly
• 25:19
  with
• 25:20
  recommendations
• 25:21
  for
• 25:22
  people
• 25:22
  they
• 25:22
  wanted
• 25:22
  us
• 25:22
  to
• 25:23
  meet.
• 25:23
  By
• 25:24
  far,
• 25:24
  our
• 25:24
  best
• 25:24
  way
• 25:24
  of
• 25:25
  growing
• 25:25
  was
• 25:25
  referrals
• 25:26
  from
• 25:26
  existing
• 25:27
  customers.
• 25:27
  We
• 25:28
  would
• 25:28
  have,
• 25:28
  you
• 25:28
  know,
• 25:29
  someone
• 25:29
  we
• 25:29
  worked
• 25:29
  with
• 25:30
  leave
• 25:30
  and
• 25:30
  go
• 25:30
  to
• 25:30
  another
• 25:30
  firm
• 25:31
  and
• 25:31
  the
• 25:31
  first
• 25:31
  thing
• 25:31
  they
• 25:31
  would
• 25:32
  want
• 25:32
  to
• 25:32
  do
• 25:32
  is
• 25:32
  come
• 25:32
  back
• 25:32
  and
• 25:32
  join
• 25:33
  our
• 25:33
  group.
• 25:33
  So
• 25:34
  we
• 25:34
  did
• 25:35
  really
• 25:35
  well
• 25:36
  in
• 25:36
  that
• 25:36
  respect.
• 25:36
  We
• 25:37
  pleased
• 25:37
  the
• 25:37
  heck
• 25:37
  out
• 25:37
  of
• 25:38
  our
• 25:38
  customers.
• 25:38
  It
• 25:38
  ties
• 25:39
  back
• 25:39
  to
• 25:39
  Louise's
• 25:39
  experience
• 25:40
  as
• 25:40
  a
• 25:40
  teacher.
• 25:40
  I'll
• 25:40
  get
• 25:41
  to
• 25:41
  that
• 25:41
  in
• 25:41
  a
• 25:41
  second.
• 25:41
  So
• 25:42
  we
• 25:42
  had
• 25:42
  great
• 25:42
  customers
• 25:42
  who
• 25:43
  really
• 25:43
  supported
• 25:43
  us
• 25:44
  and
• 25:44
  stood
• 25:44
  by
• 25:44
  us
• 25:44
  through
• 25:45
  a
• 25:45
  lot
• 25:45
  of
• 25:45
  tough
• 25:45
  times.
• 25:46
  We
• 25:47
  deliberately
• 25:48
  incorporated
• 25:48
  them
• 25:49
  into
• 25:49
  our
• 25:49
  business
• 25:50
  through
• 25:51
  advisory
• 25:52
  committees.
• 25:53
  They
• 25:53
  were
• 25:53
  member
• 25:53
  advisory
• 25:54
  committees
• 25:54
  and
• 25:54
  supplier
• 25:55
  advisory
• 25:55
  committees
• 25:56
  to
• 25:56
  help
• 25:56
  us.
• 25:56
  They
• 25:56
  were
• 25:57
  fantastic
• 25:57
  because
• 25:57
  if
• 25:57
  we
• 25:58
  had
• 25:58
  ideas
• 25:58
  about
• 25:58
  what
• 25:58
  we
• 25:59
  thought
• 25:59
  we
• 25:59
  should
• 25:59
  do,
• 25:59
  this
• 26:00
  was
• 26:00
  our
• 26:00
  testing
• 26:00
  ground.
• 26:01
  It
• 26:01
  would
• 26:02
  nip
• 26:02
  something
• 26:02
  in
• 26:02
  the
• 26:02
  bud
• 26:03
  really
• 26:03
  fast
• 26:03
  if
• 26:04
  they
• 26:04
  said,
• 26:04
  actually
• 26:05
  no,
• 26:05
  there's
• 26:05
  no
• 26:05
  interest
• 26:06
  for
• 26:06
  us.
• 26:07
  And
• 26:07
  that.
• 26:07
  Yeah,
• 26:08
  exactly.
• 26:09
  But
• 26:09
  what
• 26:09
  it
• 26:09
  did
• 26:09
  for
• 26:09
  them,
• 26:10
  especially
• 26:11
  on
• 26:11
  the
• 26:12
  buyer
• 26:12
  side,
• 26:13
  was
• 26:13
  it
• 26:13
  was
• 26:13
  made
• 26:14
  up
• 26:14
  of
• 26:15
  purchasing
• 26:16
  managers
• 26:16
  and
• 26:17
  procurement
• 26:17
  managers
• 26:18
  at
• 26:18
  mid
• 26:18
  sized
• 26:18
  manufacturers
• 26:19
  who
• 26:20
  do
• 26:20
  not
• 26:20
  have
• 26:22
  a
• 26:22
  lot
• 26:22
  of
• 26:22
  opportunity,
• 26:23
  or
• 26:23
  at
• 26:23
  least
• 26:23
  at
• 26:23
  the
• 26:23
  time
• 26:23
  didn't
• 26:24
  have
• 26:24
  a
• 26:24
  lot
• 26:24
  of
• 26:24
  opportunity
• 26:25
  to
• 26:25
  network
• 26:25
  with
• 26:25
  their
• 26:26
  peers
• 26:27
  to
• 26:27
  get
• 26:27
  out
• 26:27
  and
• 26:27
  be
• 26:27
  in
• 26:27
  the
• 26:28
  Spotlight
• 26:28
  to
• 26:28
  be
• 26:28
  thanked
• 26:29
  for
• 26:29
  what
• 26:29
  they
• 26:29
  do.
• 26:30
  It
• 26:30
  was
• 26:30
  not
• 26:30
  a
• 26:31
  glamorous
• 26:31
  role.
• 26:32
  And
• 26:33
  what
• 26:33
  we
• 26:33
  did
• 26:33
  was
• 26:34
  give
• 26:34
  them
• 26:34
  a
• 26:34
  space
• 26:35
  to
• 26:36
  have
• 26:36
  their
• 26:36
  voices
• 26:37
  heard
• 26:37
  by
• 26:37
  someone
• 26:38
  outside
• 26:38
  their
• 26:38
  business,
• 26:38
  have
• 26:39
  their
• 26:39
  voices
• 26:39
  heard
• 26:39
  by
• 26:40
  their
• 26:40
  peers.
• 26:40
  Through
• 26:41
  these
• 26:41
  committees.
• 26:41
  We
• 26:41
  had
• 26:42
  two
• 26:42
  conferences
• 26:42
  at
• 26:42
  every
• 26:42
  year
• 26:43
  where
• 26:43
  we
• 26:43
  brought
• 26:43
  our
• 26:43
  buyers
• 26:44
  and
• 26:44
  sellers
• 26:44
  together
• 26:45
  and
• 26:45
  gave
• 26:45
  them
• 26:45
  opportunities
• 26:46
  to
• 26:46
  educate
• 26:47
  on
• 26:47
  something
• 26:48
  that
• 26:48
  they
• 26:48
  were
• 26:48
  working
• 26:48
  on
• 26:49
  in
• 26:49
  their
• 26:49
  business
• 26:49
  that
• 26:49
  they
• 26:49
  wanted
• 26:50
  to
• 26:50
  share
• 26:50
  with
• 26:50
  their
• 26:50
  peers.
• 26:51
  We
• 26:51
  also
• 26:51
  gave
• 26:52
  them.
• 26:52
  This
• 26:52
  is
• 26:52
  where
• 26:52
  it
• 26:52
  goes
• 26:53
  back
• 26:53
  to
• 26:53
  Louise's
• 26:54
  teaching
• 26:54
  experience.
• 26:55
  We
• 26:55
  also
• 26:55
  gave
• 26:56
  them
• 26:56
  awards
• 26:58
  every
• 26:58
  year.
• 26:59
  I
• 26:59
  tend
• 26:59
  to
• 26:59
  lead
• 27:00
  with
• 27:01
  my
• 27:01
  head,
• 27:01
  and
• 27:02
  I
• 27:02
  think
• 27:02
  Louise
• 27:02
  is
• 27:02
  way
• 27:03
  more
• 27:03
  intuitive
• 27:03
  than
• 27:03
  I
• 27:04
  am.
• 27:04
  And
• 27:04
  intuitively,
• 27:05
  she
• 27:05
  just
• 27:05
  had
• 27:05
  a
• 27:05
  sense
• 27:05
  of
• 27:06
  why
• 27:06
  this
• 27:06
  works.
• 27:07
  But
• 27:07
  I
• 27:07
  had
• 27:07
  to
• 27:08
  see
• 27:08
  it
• 27:08
  to
• 27:08
  understand
• 27:08
  why
• 27:09
  it
• 27:09
  worked.
• 27:10
  We
• 27:10
  had
• 27:10
  a
• 27:10
  customer
• 27:11
  survey
• 27:11
  done,
• 27:11
  and
• 27:12
  I
• 27:12
  do
• 27:12
  want
• 27:12
  to
• 27:12
  make
• 27:13
  sure
• 27:13
  I
• 27:13
  tell
• 27:13
  the
• 27:13
  greatest
• 27:13
  story.
• 27:14
  This
• 27:14
  is
• 27:14
  another
• 27:14
  reason
• 27:14
  why
• 27:15
  I
• 27:15
  stated
• 27:15
  it
• 27:15
  from
• 27:16
  that
• 27:16
  customer
• 27:16
  survey.
• 27:17
  But
• 27:17
  before
• 27:17
  I
• 27:17
  tell
• 27:18
  that
• 27:18
  story,
• 27:19
  we
• 27:19
  did
• 27:19
  a
• 27:19
  customer
• 27:20
  survey,
• 27:20
  and
• 27:20
  the
• 27:21
  outside
• 27:21
  firm
• 27:21
  we
• 27:21
  worked
• 27:22
  with
• 27:23
  made
• 27:23
  distinctions
• 27:23
  between
• 27:25
  what
• 27:26
  people
• 27:27
  state
• 27:27
  motivates
• 27:28
  them
• 27:29
  and
• 27:29
  what
• 27:29
  we
• 27:29
  can
• 27:30
  understand
• 27:31
  motivates
• 27:31
  them
• 27:32
  through
• 27:32
  the
• 27:32
  different
• 27:33
  ways
• 27:33
  that
• 27:33
  they
• 27:33
  were
• 27:33
  asking
• 27:34
  the
• 27:34
  question.
• 27:35
  So
• 27:35
  when
• 27:35
  they
• 27:36
  asked
• 27:36
  specifically
• 27:37
  about
• 27:37
  those
• 27:38
  awards,
• 27:39
  everyone
• 27:39
  stated
• 27:40
  that
• 27:40
  they
• 27:41
  don't
• 27:41
  matter.
• 27:42
  But
• 27:43
  when
• 27:43
  we
• 27:43
  looked
• 27:43
  at
• 27:43
  what
• 27:44
  really
• 27:44
  does
• 27:44
  motivate
• 27:45
  them,
• 27:46
  that
• 27:46
  recognition
• 27:47
  did
• 27:48
  matter.
• 27:49
  That's
• 27:49
  something
• 27:49
  that
• 27:50
  Louise,
• 27:50
  I
• 27:50
  think,
• 27:50
  knew
• 27:50
  from
• 27:51
  being
• 27:51
  a
• 27:51
  schoolteacher,
• 27:52
  is
• 27:52
  that
• 27:53
  that
• 27:53
  positive
• 27:53
  reinforcement
• 27:54
  and
• 27:55
  that
• 27:55
  recognition
• 27:56
  in
• 27:56
  public
• 27:56
  and
• 27:57
  all
• 27:57
  of
• 27:57
  those
• 27:57
  things
• 27:59
  encourage
• 27:59
  the
• 27:59
  behavior
• 28:00
  you
• 28:00
  really
• 28:00
  want
• 28:01
  to
• 28:01
  see
• 28:02
  in
• 28:02
  a
• 28:02
  group.
• 28:02
  I
• 28:03
  think
• 28:03
  we
• 28:03
  had
• 28:03
  a
• 28:03
  really
• 28:03
  loyal
• 28:04
  set
• 28:04
  of
• 28:04
  customers
• 28:04
  based
• 28:04
  on
• 28:05
  that.
• 28:06
  One
• 28:06
  of
• 28:06
  the
• 28:06
  other
• 28:06
  reasons
• 28:07
  was
• 28:07
  we
• 28:07
  also
• 28:07
  had
• 28:07
  a
• 28:07
  fabulous
• 28:08
  team
• 28:08
  hiring
• 28:10
  for
• 28:11
  a
• 28:11
  small
• 28:11
  business
• 28:12
  that
• 28:12
  is
• 28:12
  not
• 28:12
  in
• 28:12
  a
• 28:13
  sexy
• 28:13
  environment.
• 28:14
  We
• 28:14
  didn't
• 28:14
  have
• 28:15
  great
• 28:15
  pay,
• 28:15
  but
• 28:15
  we
• 28:16
  weren't
• 28:16
  paying
• 28:16
  poor
• 28:16
  wages.
• 28:17
  But
• 28:17
  we
• 28:17
  really
• 28:17
  tried
• 28:18
  to
• 28:18
  make
• 28:18
  it
• 28:19
  a
• 28:19
  place
• 28:19
  that
• 28:20
  we
• 28:20
  offered
• 28:20
  a
• 28:21
  ton
• 28:21
  of
• 28:21
  professional
• 28:21
  development
• 28:22
  opportunities.
• 28:23
  We
• 28:23
  brought
• 28:23
  in
• 28:23
  a
• 28:24
  lot
• 28:24
  of
• 28:24
  professional
• 28:24
  development
• 28:24
  opportunities,
• 28:25
  but
• 28:25
  we
• 28:25
  also
• 28:25
  tried
• 28:26
  to
• 28:26
  have
• 28:26
  as
• 28:26
  much
• 28:26
  fun
• 28:26
  as
• 28:27
  possible.
• 28:28
  We
• 28:28
  used
• 28:28
  to
• 28:28
  dress
• 28:28
  up
• 28:29
  in
• 28:29
  costume
• 28:29
  at
• 28:29
  the
• 28:29
  conferences.
• 28:30
  We
• 28:30
  would
• 28:30
  have
• 28:30
  skits
• 28:31
  and
• 28:32
  games,
• 28:32
  and
• 28:33
  we
• 28:33
  did
• 28:33
  a
• 28:33
  lot
• 28:33
  of
• 28:33
  fun
• 28:33
  things
• 28:34
  just
• 28:34
  as
• 28:34
  a
• 28:34
  business.
• 28:34
  But
• 28:35
  everybody
• 28:35
  we
• 28:36
  hired,
• 28:36
  I
• 28:36
  think
• 28:36
  you
• 28:36
  just
• 28:37
  naturally
• 28:37
  kind
• 28:37
  of
• 28:37
  screened
• 28:38
  for
• 28:38
  people
• 28:38
  who
• 28:38
  have
• 28:39
  a
• 28:39
  good
• 28:39
  sense
• 28:39
  of
• 28:39
  humor
• 28:40
  and
• 28:40
  laugh
• 28:40
  easily,
• 28:42
  so
• 28:42
  that
• 28:42
  when
• 28:42
  you're
• 28:43
  going
• 28:43
  through
• 28:43
  the
• 28:43
  tough
• 28:44
  times,
• 28:44
  somebody
• 28:45
  can
• 28:46
  crack
• 28:46
  some
• 28:46
  kind
• 28:47
  of
• 28:47
  gallows
• 28:47
  humor
• 28:48
  joke
• 28:48
  and
• 28:48
  everybody
• 28:48
  can
• 28:49
  laugh
• 28:49
  at
• 28:49
  it,
• 28:49
  because
• 28:50
  that's
• 28:51
  going
• 28:51
  to
• 28:51
  be
• 28:51
  the
• 28:51
  way
• 28:51
  you
• 28:52
  process
• 28:52
  and
• 28:52
  you
• 28:52
  deal.
• 28:52
  We
• 28:53
  really
• 28:53
  had
• 28:53
  a
• 28:53
  team
• 28:53
  that
• 28:53
  worked
• 28:54
  like
• 28:54
  that.
• 28:54
  Some
• 28:54
  of
• 28:54
  the
• 28:54
  greatest
• 28:56
  memories
• 28:56
  of
• 28:57
  that
• 28:57
  whole
• 28:57
  experience
• 28:58
  was
• 28:59
  during
• 28:59
  this
• 28:59
  customer
• 29:00
  value
• 29:00
  survey.
• 29:00
  One
• 29:01
  of
• 29:01
  the
• 29:01
  questions
• 29:02
  was
• 29:03
  Meant
• 29:03
  to
• 29:03
  discern.
• 29:04
  What
• 29:04
  did
• 29:04
  Prime
• 29:04
  Advantage
• 29:05
  mean
• 29:05
  to
• 29:05
  you?
• 29:06
  I
• 29:06
  think
• 29:06
  we
• 29:06
  had
• 29:06
  this
• 29:07
  idealistic
• 29:07
  choice
• 29:08
  at
• 29:08
  the
• 29:08
  top
• 29:08
  that
• 29:09
  was,
• 29:10
  if
• 29:10
  they're
• 29:10
  a
• 29:11
  strategic
• 29:11
  partner
• 29:11
  that
• 29:11
  I
• 29:12
  don't
• 29:12
  want
• 29:12
  to,
• 29:12
  you
• 29:12
  know,
• 29:12
  make
• 29:12
  any
• 29:12
  decisions
• 29:13
  without,
• 29:13
  that
• 29:14
  was
• 29:14
  like
• 29:14
  a
• 29:14
  seven,
• 29:14
  right?
• 29:15
  And
• 29:15
  then
• 29:15
  one
• 29:16
  was,
• 29:16
  I
• 29:16
  don't
• 29:17
  think
• 29:17
  of
• 29:17
  them
• 29:17
  as
• 29:17
  a
• 29:17
  partner
• 29:18
  at
• 29:18
  all.
• 29:18
  So
• 29:18
  there
• 29:18
  was
• 29:18
  a
• 29:19
  spectrum
• 29:19
  in
• 29:19
  between.
• 29:20
  We
• 29:20
  had
• 29:20
  one
• 29:20
  person
• 29:21
  who
• 29:21
  answered
• 29:21
  the
• 29:21
  survey
• 29:22
  somewhere
• 29:23
  in
• 29:23
  the
• 29:23
  middle.
• 29:24
  We
• 29:24
  had
• 29:24
  provided
• 29:25
  a
• 29:25
  text
• 29:25
  box
• 29:26
  for
• 29:26
  further
• 29:26
  explanation
• 29:27
  for
• 29:27
  them
• 29:28
  to
• 29:28
  freeform
• 29:28
  their
• 29:29
  answer.
• 29:29
  We
• 29:29
  had
• 29:30
  it
• 29:30
  up
• 29:30
  on
• 29:30
  the
• 29:30
  screen
• 29:30
  in
• 29:30
  the
• 29:31
  conference
• 29:31
  room
• 29:31
  as
• 29:31
  our
• 29:31
  guys
• 29:32
  who
• 29:32
  did
• 29:32
  the
• 29:32
  survey
• 29:32
  were
• 29:33
  reviewing
• 29:33
  the
• 29:33
  information
• 29:33
  with
• 29:34
  us.
• 29:35
  The
• 29:35
  answer
• 29:35
  in
• 29:36
  the
• 29:36
  free
• 29:36
  text
• 29:36
  was
• 29:38
  crime.
• 29:38
  Advantage
• 29:38
  is
• 29:39
  like
• 29:39
  a
• 29:39
  spare
• 29:39
  tire.
• 29:41
  They're
• 29:41
  there
• 29:41
  when
• 29:41
  you
• 29:41
  need
• 29:42
  them,
• 29:42
  but
• 29:42
  most
• 29:42
  of
• 29:43
  the
• 29:43
  time,
• 29:43
  they're
• 29:43
  just
• 29:43
  along
• 29:43
  for
• 29:44
  the
• 29:44
  ride.
• 29:45
  We
• 29:45
  all
• 29:46
  died
• 29:46
  laughing
• 29:47
  instantly.
• 29:48
  It
• 29:48
  was
• 29:49
  humbling.
• 29:50
  It
• 29:50
  was
• 29:51
  not
• 29:51
  what
• 29:52
  we
• 29:52
  wanted
• 29:52
  to
• 29:52
  hear.
• 29:53
  It
• 29:53
  was
• 29:53
  outright
• 29:54
  hilarious
• 29:55
  that
• 29:55
  somebody
• 29:56
  put
• 29:56
  it
• 29:56
  that
• 29:56
  way.
• 29:58
  And
• 29:58
  of
• 29:58
  course,
• 29:58
  the
• 29:59
  joke
• 29:59
  is
• 29:59
  like,
• 29:59
  well,
• 29:59
  there's
• 30:00
  our
• 30:00
  new
• 30:00
  tagline.
• 30:01
  And
• 30:01
  I
• 30:01
  mean,
• 30:01
  you
• 30:01
  know,
• 30:02
  we
• 30:02
  just
• 30:02
  immediately
• 30:02
  went
• 30:03
  into
• 30:03
  the
• 30:03
  permutations
• 30:04
  of,
• 30:04
  like,
• 30:05
  where
• 30:05
  could
• 30:05
  we
• 30:06
  actually
• 30:06
  take
• 30:06
  advantage
• 30:07
  of
• 30:07
  this?
• 30:08
  You
• 30:08
  know,
• 30:09
  those
• 30:09
  moments,
• 30:09
  like
• 30:09
  when
• 30:10
  just.
• 30:10
  A
• 30:10
  spare
• 30:10
  tire
• 30:11
  for
• 30:11
  you,
• 30:11
  right?
• 30:13
  You're
• 30:13
  going
• 30:13
  to
• 30:13
  add
• 30:14
  that
• 30:14
  to
• 30:14
  your
• 30:14
  mark
• 30:14
  and
• 30:14
  make
• 30:15
  that
• 30:15
  your
• 30:15
  tagline.
• 30:17
  Our
• 30:17
  new
• 30:17
  logo
• 30:17
  was
• 30:18
  a
• 30:18
  spare
• 30:18
  tire.
• 30:18
  Like,
• 30:19
  I
• 30:19
  mean,
• 30:19
  just
• 30:19
  like,
• 30:19
  how
• 30:19
  do
• 30:19
  we
• 30:20
  just
• 30:20
  riff
• 30:20
  on,
• 30:20
  like,
• 30:21
  how
• 30:21
  funny
• 30:21
  this
• 30:21
  was?
• 30:22
  And
• 30:22
  it's
• 30:22
  still.
• 30:23
  I
• 30:23
  still
• 30:23
  laugh
• 30:23
  when
• 30:24
  I
• 30:24
  think
• 30:24
  about
• 30:24
  that
• 30:24
  moment.
• 30:25
  If
• 30:25
  we
• 30:25
  had
• 30:25
  been
• 30:25
  a
• 30:25
  different
• 30:25
  organization,
• 30:26
  if
• 30:27
  we
• 30:27
  had
• 30:27
  a
• 30:27
  different
• 30:27
  relationship
• 30:28
  with
• 30:28
  customers,
• 30:28
  if
• 30:28
  we
• 30:28
  had
• 30:29
  a
• 30:29
  different
• 30:29
  relationship
• 30:29
  with
• 30:29
  each
• 30:30
  other,
• 30:30
  if
• 30:30
  we
• 30:30
  had
• 30:30
  a
• 30:30
  different
• 30:31
  relationship
• 30:31
  with
• 30:31
  our
• 30:32
  investors
• 30:32
  at
• 30:32
  that
• 30:33
  point,
• 30:33
  I
• 30:33
  think
• 30:33
  it
• 30:33
  would
• 30:33
  have
• 30:34
  been
• 30:34
  a
• 30:35
  lot
• 30:35
  harder
• 30:35
  to
• 30:35
  come
• 30:35
  in
• 30:36
  and
• 30:36
  recover
• 30:36
  from
• 30:36
  things
• 30:37
  like
• 30:37
  that.
• 30:37
  When
• 30:37
  we
• 30:38
  lost
• 30:38
  our
• 30:38
  biggest
• 30:38
  customer,
• 30:40
  I
• 30:40
  remember
• 30:41
  the
• 30:42
  moment
• 30:42
  they
• 30:42
  told
• 30:42
  us
• 30:42
  that
• 30:43
  they
• 30:43
  weren't
• 30:43
  renewing
• 30:43
  their
• 30:44
  contract.
• 30:44
  And
• 30:46
  I.
• 30:47
  It
• 30:47
  was
• 30:47
  tough
• 30:48
  because
• 30:48
  we.
• 30:49
  We
• 30:49
  didn't
• 30:50
  anticipate
• 30:50
  it.
• 30:51
  We
• 30:51
  knew
• 30:51
  we
• 30:52
  were
• 30:52
  up
• 30:52
  for
• 30:52
  a
• 30:52
  tough
• 30:52
  negotiation
• 30:53
  for
• 30:54
  the
• 30:54
  renewal,
• 30:55
  but
• 30:55
  we
• 30:55
  didn't
• 30:55
  anticipate
• 30:56
  them
• 30:56
  straight
• 30:56
  up
• 30:57
  walking
• 30:57
  away
• 30:58
  and
• 30:58
  taking
• 30:58
  their
• 30:58
  cards
• 30:59
  off
• 30:59
  the
• 30:59
  table.
• 31:00
  However,
• 31:01
  my
• 31:02
  instant
• 31:02
  feeling
• 31:03
  was,
• 31:05
  too
• 31:05
  bad
• 31:06
  for
• 31:06
  them.
• 31:06
  We're
• 31:07
  going
• 31:07
  to
• 31:07
  keep
• 31:07
  going,
• 31:07
  get
• 31:07
  a
• 31:08
  competitor
• 31:08
  of
• 31:08
  theirs
• 31:08
  on
• 31:09
  board
• 31:09
  and
• 31:09
  take
• 31:09
  their
• 31:09
  customers.
• 31:10
  And
• 31:10
  we
• 31:10
  did.
• 31:11
  We
• 31:11
  didn't
• 31:11
  take
• 31:11
  all
• 31:12
  their
• 31:12
  customers,
• 31:13
  but
• 31:14
  my
• 31:14
  feeling
• 31:14
  was
• 31:14
  almost
• 31:15
  one
• 31:15
  of
• 31:15
  relief
• 31:15
  because
• 31:16
  they
• 31:16
  were
• 31:17
  a
• 31:18
  very
• 31:18
  large
• 31:18
  customer.
• 31:19
  They
• 31:19
  were
• 31:19
  not
• 31:19
  a
• 31:19
  great
• 31:19
  customer.
• 31:21
  And
• 31:22
  it
• 31:22
  taught
• 31:22
  us
• 31:22
  two
• 31:23
  or
• 31:23
  three
• 31:23
  things.
• 31:23
  You
• 31:23
  know,
• 31:24
  one,
• 31:24
  that
• 31:24
  we
• 31:24
  had
• 31:24
  to
• 31:25
  diversify
• 31:26
  a
• 31:26
  bit
• 31:26
  more
• 31:27
  so
• 31:27
  that
• 31:27
  we
• 31:27
  didn't
• 31:27
  have
• 31:28
  as
• 31:28
  much
• 31:29
  in
• 31:29
  one
• 31:30
  basket.
• 31:31
  It
• 31:31
  taught
• 31:31
  us
• 31:32
  that
• 31:32
  we
• 31:32
  could
• 31:32
  survive
• 31:34
  severe
• 31:34
  blows.
• 31:35
  The
• 31:36
  lesson
• 31:36
  that
• 31:36
  I
• 31:36
  took
• 31:37
  out
• 31:37
  of
• 31:37
  it
• 31:37
  was
• 31:38
  at
• 31:38
  that
• 31:38
  point
• 31:38
  we
• 31:38
  already
• 31:39
  had
• 31:39
  long
• 31:40
  term
• 31:40
  trusted
• 31:40
  employees.
• 31:41
  We
• 31:41
  needed
• 31:42
  to,
• 31:43
  specifically
• 31:44
  myself
• 31:44
  and
• 31:45
  Louise,
• 31:45
  spend
• 31:45
  more
• 31:46
  time
• 31:46
  on
• 31:46
  strategic
• 31:47
  work
• 31:49
  both
• 31:49
  around
• 31:49
  keeping
• 31:50
  our
• 31:50
  customers
• 31:50
  and
• 31:51
  finding
• 31:51
  other
• 31:52
  ways
• 31:52
  to
• 31:52
  make
• 31:52
  money.
• 31:54
  For
• 31:54
  that
• 31:54
  diversification
• 31:55
  process,
• 31:56
  we
• 31:56
  needed
• 31:57
  to
• 31:57
  incorporate
• 31:57
  more
• 31:58
  formal
• 31:58
  strategic
• 31:59
  exercises
• 32:00
  and
• 32:00
  planning
• 32:01
  and
• 32:01
  vision
• 32:01
  than
• 32:01
  we
• 32:02
  had
• 32:02
  before.
• 32:03
  And
• 32:04
  the
• 32:04
  whole
• 32:05
  reason
• 32:05
  for
• 32:06
  doing
• 32:06
  that
• 32:06
  was
• 32:08
  give
• 32:08
  everyone,
• 32:09
  you
• 32:09
  know,
• 32:09
  a
• 32:09
  guiding
• 32:10
  North
• 32:10
  Star
• 32:11
  objective.
• 32:13
  Help
• 32:13
  them
• 32:13
  understand
• 32:14
  how
• 32:14
  their
• 32:14
  daily
• 32:14
  roles
• 32:15
  connect
• 32:15
  to
• 32:15
  the
• 32:15
  value
• 32:16
  that
• 32:16
  we
• 32:16
  bring
• 32:16
  to
• 32:16
  customers.
• 32:17
  We
• 32:17
  had
• 32:17
  done
• 32:17
  this
• 32:18
  giant
• 32:18
  survey
• 32:18
  of
• 32:19
  our
• 32:19
  customers
• 32:19
  that
• 32:19
  we
• 32:19
  called
• 32:20
  our
• 32:20
  customer
• 32:20
  value
• 32:21
  survey
• 32:21
  so
• 32:21
  we
• 32:21
  could
• 32:22
  see
• 32:23
  how
• 32:23
  they
• 32:23
  get
• 32:23
  value
• 32:24
  and
• 32:24
  how
• 32:24
  we
• 32:24
  were
• 32:24
  delivering
• 32:25
  it.
• 32:26
  They
• 32:26
  could
• 32:26
  say,
• 32:26
  all
• 32:27
  right,
• 32:27
  these
• 32:27
  five
• 32:27
  things
• 32:27
  I'm
• 32:28
  doing
• 32:28
  every
• 32:28
  day
• 32:29
  I
• 32:29
  see
• 32:29
  how
• 32:29
  they
• 32:30
  correlate
• 32:30
  to
• 32:30
  customer
• 32:30
  value.
• 32:31
  We
• 32:31
  gave
• 32:31
  them
• 32:31
  the
• 32:32
  freedom
• 32:32
  to
• 32:32
  come
• 32:32
  to
• 32:32
  us
• 32:32
  and
• 32:33
  say,
• 32:33
  all
• 32:33
  right,
• 32:33
  I'm
• 32:33
  going
• 32:34
  to
• 32:34
  make
• 32:34
  these
• 32:34
  five
• 32:34
  things
• 32:35
  my
• 32:35
  North
• 32:35
  Star.
• 32:36
  That's
• 32:37
  going
• 32:37
  to
• 32:37
  be
• 32:37
  what
• 32:37
  I
• 32:38
  spend
• 32:38
  my
• 32:38
  time
• 32:39
  on
• 32:39
  every
• 32:39
  day.
• 32:40
  And
• 32:40
  when
• 32:40
  questions
• 32:41
  come
• 32:41
  up
• 32:42
  about
• 32:42
  how
• 32:42
  to
• 32:42
  make
• 32:43
  decisions
• 32:44
  with
• 32:44
  customers,
• 32:45
  with
• 32:46
  coworkers,
• 32:47
  with
• 32:47
  my
• 32:47
  daily
• 32:47
  work,
• 32:48
  I'm
• 32:49
  going
• 32:49
  to
• 32:49
  make
• 32:49
  those
• 32:49
  decisions
• 32:50
  without
• 32:50
  having
• 32:50
  to
• 32:50
  run
• 32:51
  to
• 32:51
  someone
• 32:51
  on
• 32:51
  the
• 32:51
  management
• 32:52
  team.
• 32:52
  Because
• 32:53
  I
• 32:53
  now
• 32:53
  know
• 32:53
  within
• 32:54
  this
• 32:54
  framework
• 32:54
  and
• 32:54
  this
• 32:55
  parameter
• 32:56
  that
• 32:56
  this
• 32:57
  is
• 32:57
  where
• 32:57
  we're
• 32:57
  going.
• 32:58
  And
• 32:59
  so
• 32:59
  it
• 32:59
  allowed
• 33:00
  us
• 33:00
  to
• 33:00
  give
• 33:00
  them
• 33:01
  more
• 33:02
  ability
• 33:02
  to
• 33:02
  drive
• 33:03
  revenue
• 33:03
  on
• 33:03
  their
• 33:04
  own
• 33:04
  without
• 33:04
  involving
• 33:05
  us
• 33:05
  in
• 33:05
  everything,
• 33:05
  which
• 33:05
  was
• 33:06
  a
• 33:06
  process.
• 33:06
  I
• 33:06
  mean,
• 33:06
  it
• 33:06
  was
• 33:07
  not
• 33:07
  something
• 33:07
  that
• 33:07
  happened
• 33:08
  overnight.
• 33:08
  Goal
• 33:08
  setting
• 33:10
  is
• 33:10
  an
• 33:11
  art
• 33:11
  and
• 33:11
  a
• 33:11
  science.
• 33:13
  Some
• 33:13
  people
• 33:13
  embrace
• 33:14
  it
• 33:14
  immediately,
• 33:15
  other
• 33:15
  people
• 33:15
  need
• 33:15
  more
• 33:16
  help
• 33:16
  on
• 33:16
  it.
• 33:16
  It
• 33:17
  was
• 33:17
  a
• 33:18
  several
• 33:18
  year
• 33:18
  process
• 33:18
  for
• 33:19
  us
• 33:19
  to
• 33:19
  get
• 33:19
  that
• 33:19
  going.
• 33:19
  But
• 33:20
  the
• 33:20
  benefit
• 33:20
  of
• 33:20
  it
• 33:20
  was
• 33:21
  by
• 33:21
  the
• 33:21
  time
• 33:21
  that
• 33:21
  we
• 33:21
  were
• 33:22
  ending
• 33:22
  up
• 33:22
  selling,
• 33:22
  we
• 33:23
  really
• 33:23
  had
• 33:23
  a
• 33:23
  solid
• 33:24
  team
• 33:24
  rowing
• 33:25
  all
• 33:25
  in
• 33:25
  the
• 33:25
  same
• 33:25
  direction.
• 33:27
  Yeah,
• 33:27
  I
• 33:27
  know
• 33:27
  in
• 33:27
  my
• 33:28
  experience,
• 33:28
  this
• 33:28
  is
• 33:29
  one
• 33:29
  of
• 33:29
  those
• 33:31
  indicators
• 33:32
  that
• 33:32
  separates
• 33:33
  the
• 33:33
  girls
• 33:33
  from
• 33:33
  the
• 33:34
  women
• 33:35
  when
• 33:35
  it
• 33:35
  comes
• 33:35
  to
• 33:36
  building
• 33:37
  businesses.
• 33:38
  That
• 33:38
  belief
• 33:38
  that
• 33:39
  everybody
• 33:39
  just
• 33:39
  needs
• 33:39
  to
• 33:40
  do
• 33:40
  their
• 33:40
  job,
• 33:40
  whatever
• 33:41
  that
• 33:41
  is,
• 33:42
  they
• 33:42
  don't
• 33:42
  need
• 33:42
  to
• 33:42
  know
• 33:43
  everything.
• 33:44
  But
• 33:44
  companies
• 33:45
  that
• 33:45
  get
• 33:45
  clear
• 33:46
  and
• 33:46
  reiterate
• 33:47
  what
• 33:47
  those
• 33:49
  big,
• 33:49
  big
• 33:50
  ideals
• 33:50
  are
• 33:51
  and
• 33:51
  then
• 33:52
  translated
• 33:53
  into
• 33:54
  measurable,
• 33:54
  specific
• 33:55
  goals
• 33:55
  and
• 33:55
  then
• 33:56
  KPIs,
• 33:57
  like,
• 33:57
  that
• 33:58
  is
• 33:59
  so
• 33:59
  simple
• 33:59
  and
• 34:00
  yet
• 34:00
  it
• 34:00
  really
• 34:01
  does
• 34:01
  create
• 34:01
  a
• 34:01
  business
• 34:02
  that
• 34:02
  can
• 34:02
  run
• 34:03
  and
• 34:03
  be
• 34:03
  sold.
• 34:04
  Exactly.
• 34:06
  You
• 34:06
  can't
• 34:06
  do
• 34:06
  that
• 34:07
  if
• 34:07
  you
• 34:07
  don't
• 34:08
  have
• 34:08
  that.
• 34:09
  Your
• 34:09
  business
• 34:10
  has
• 34:10
  to
• 34:10
  have
• 34:10
  you.
• 34:11
  Right,
• 34:11
  Exactly.
• 34:12
  Louise
• 34:12
  was
• 34:12
  the
• 34:13
  very
• 34:13
  visible
• 34:13
  founder
• 34:14
  of
• 34:14
  our
• 34:14
  business
• 34:14
  early
• 34:15
  on
• 34:15
  her
• 34:15
  career.
• 34:16
  A
• 34:16
  man
• 34:16
  who
• 34:16
  was
• 34:17
  a
• 34:17
  champion
• 34:17
  for
• 34:17
  her,
• 34:18
  who
• 34:18
  told
• 34:19
  her,
• 34:20
  get
• 34:20
  visible.
• 34:21
  That
• 34:21
  was
• 34:21
  his
• 34:21
  advice
• 34:22
  to
• 34:22
  her.
• 34:22
  And
• 34:23
  she,
• 34:24
  you
• 34:24
  know,
• 34:24
  like
• 34:24
  a
• 34:25
  very
• 34:25
  good
• 34:25
  soldier
• 34:25
  back
• 34:25
  then,
• 34:26
  took
• 34:26
  that
• 34:27
  and
• 34:27
  ran
• 34:27
  with
• 34:27
  it.
• 34:28
  And
• 34:28
  she
• 34:28
  understood
• 34:28
  that
• 34:29
  visibility
• 34:29
  is
• 34:29
  very
• 34:29
  important.
• 34:30
  But
• 34:30
  by
• 34:30
  the
• 34:30
  time
• 34:31
  she
• 34:31
  was
• 34:31
  running
• 34:32
  Prime
• 34:32
  Advantage
• 34:32
  as
• 34:32
  the
• 34:32
  CEO,
• 34:33
  she
• 34:33
  recognized
• 34:34
  that
• 34:34
  visibility
• 34:34
  could
• 34:35
  be
• 34:35
  a
• 34:35
  crutch.
• 34:36
  And
• 34:38
  she
• 34:38
  had
• 34:39
  to
• 34:39
  spend
• 34:39
  this
• 34:39
  time
• 34:40
  very
• 34:40
  clearly
• 34:40
  empowering
• 34:42
  this
• 34:42
  really
• 34:43
  fantastic
• 34:43
  team
• 34:44
  that
• 34:44
  we
• 34:44
  had
• 34:44
  developed
• 34:45
  over
• 34:45
  the
• 34:45
  years
• 34:46
  to
• 34:46
  be
• 34:46
  able
• 34:47
  to
• 34:47
  be
• 34:47
  seen
• 34:47
  as
• 34:48
  the
• 34:48
  business
• 34:48
  decision
• 34:49
  makers
• 34:49
  as
• 34:49
  equally
• 34:50
  as
• 34:50
  her
• 34:51
  so
• 34:51
  that
• 34:51
  it
• 34:51
  could
• 34:52
  continue
• 34:52
  on
• 34:52
  past
• 34:53
  whatever
• 34:53
  she
• 34:53
  decided
• 34:54
  her
• 34:54
  future
• 34:54
  was
• 34:54
  going
• 34:54
  to
• 34:55
  be.
• 34:55
  Yeah,
• 34:56
  give
• 34:56
  people
• 34:56
  the
• 34:57
  reins
• 34:57
  and
• 34:58
  let
• 34:58
  them
• 34:58
  make
• 34:58
  mistakes.
• 34:59
  It
• 34:59
  doesn't
• 35:00
  happen
• 35:00
  overnight,
• 35:00
  as
• 35:01
  you
• 35:01
  were
• 35:01
  saying.
• 35:01
  Yes,
• 35:02
  exactly.
• 35:03
  So
• 35:04
  I
• 35:04
  want
• 35:04
  to
• 35:05
  pivot
• 35:06
  now
• 35:06
  because
• 35:06
  I
• 35:07
  could
• 35:07
  talk
• 35:07
  to
• 35:07
  you
• 35:07
  all
• 35:08
  day
• 35:08
  about
• 35:09
  your
• 35:10
  founder
• 35:10
  story,
• 35:11
  exit
• 35:11
  story,
• 35:12
  how
• 35:12
  you
• 35:12
  scaled,
• 35:13
  how
• 35:13
  you.
• 35:13
  I'm
• 35:14
  dying
• 35:14
  to
• 35:14
  know
• 35:14
  how
• 35:15
  you
• 35:15
  bought
• 35:15
  the
• 35:16
  back
• 35:16
  from
• 35:16
  Venture.
• 35:17
  There's,
• 35:18
  there's
• 35:18
  like,
• 35:18
  there's
• 35:19
  like
• 35:19
  so
• 35:19
  many
• 35:20
  different
• 35:20
  ways
• 35:20
  that
• 35:20
  we
• 35:21
  could
• 35:21
  unpack
• 35:22
  all
• 35:22
  of
• 35:22
  this.
• 35:22
  But
• 35:22
  I
• 35:22
  really
• 35:23
  want
• 35:23
  to
• 35:24
  move
• 35:25
  to
• 35:25
  what
• 35:25
  you're
• 35:25
  doing
• 35:26
  now
• 35:26
  because
• 35:27
  here
• 35:27
  you
• 35:27
  are,
• 35:28
  this
• 35:28
  finance
• 35:29
  person,
• 35:30
  MBA
• 35:30
  person,
• 35:31
  trader,
• 35:32
  desk
• 35:33
  person
• 35:33
  who
• 35:34
  shifts
• 35:35
  from
• 35:35
  there
• 35:35
  and
• 35:36
  helps
• 35:36
  build
• 35:36
  a
• 35:37
  whole
• 35:37
  empire
• 35:38
  with
• 35:38
  your
• 35:39
  logistical
• 35:40
  empire,
• 35:40
  technology.
• 35:42
  And
• 35:43
  you've
• 35:43
  said
• 35:44
  before
• 35:44
  that
• 35:44
  you're
• 35:44
  very
• 35:45
  analytical
• 35:45
  and
• 35:45
  I
• 35:45
  know
• 35:46
  that
• 35:46
  you
• 35:46
  are,
• 35:47
  and
• 35:47
  you
• 35:48
  have
• 35:48
  managed
• 35:49
  to
• 35:49
  move
• 35:49
  yourself
• 35:50
  into
• 35:50
  a
• 35:50
  place
• 35:51
  of
• 35:51
  communication.
• 35:53
  So
• 35:53
  help
• 35:53
  us
• 35:54
  understand
• 35:54
  what
• 35:54
  you're
• 35:55
  doing
• 35:55
  now
• 35:55
  and
• 35:56
  why
• 35:56
  you've
• 35:57
  chosen
• 35:58
  to
• 35:58
  go
• 35:59
  into
• 35:59
  communication
• 36:01
  and
• 36:01
  comfort
• 36:01
  zones.
• 36:02
  Tell
• 36:03
  us
• 36:03
  about
• 36:03
  this
• 36:03
  framework
• 36:04
  and
• 36:04
  what
• 36:04
  you're
• 36:05
  doing
• 36:05
  today
• 36:05
  and
• 36:06
  why.
• 36:06
  Absolutely.
• 36:07
  I
• 36:07
  learned
• 36:08
  this
• 36:08
  framework
• 36:09
  because
• 36:09
  I
• 36:09
  needed
• 36:10
  to
• 36:10
  learn
• 36:10
  this
• 36:10
  framework.
• 36:11
  Yes.
• 36:11
  I.
• 36:12
  We
• 36:12
  teach
• 36:13
  what
• 36:13
  we
• 36:13
  need
• 36:13
  to
• 36:13
  learn,
• 36:13
  right?
• 36:14
  Absolutely.
• 36:15
  So
• 36:15
  I,
• 36:15
  you
• 36:15
  know,
• 36:15
  I
• 36:15
  think
• 36:16
  I'm
• 36:16
  a
• 36:16
  relatively
• 36:17
  decent
• 36:17
  communicator,
• 36:18
  but
• 36:18
  it
• 36:18
  was
• 36:18
  very
• 36:19
  clear
• 36:19
  to
• 36:19
  me
• 36:19
  that
• 36:21
  the
• 36:21
  way
• 36:21
  I
• 36:21
  was
• 36:22
  communicating
• 36:22
  with
• 36:22
  some
• 36:23
  people
• 36:23
  it
• 36:23
  worked
• 36:24
  all
• 36:24
  the
• 36:24
  time,
• 36:25
  and
• 36:26
  with
• 36:26
  other
• 36:26
  people
• 36:26
  it
• 36:26
  worked
• 36:27
  only
• 36:27
  part
• 36:27
  of
• 36:28
  the
• 36:28
  time.
• 36:29
  And
• 36:29
  I
• 36:30
  knew
• 36:30
  it
• 36:30
  wasn't
• 36:31
  them.
• 36:31
  Like,
• 36:31
  this
• 36:32
  was
• 36:32
  the
• 36:32
  thing
• 36:32
  that
• 36:32
  was
• 36:32
  bothering
• 36:33
  me
• 36:33
  about
• 36:33
  it.
• 36:33
  Like,
• 36:33
  I
• 36:33
  knew
• 36:34
  it
• 36:34
  wasn't
• 36:34
  them
• 36:34
  because
• 36:35
  they
• 36:35
  weren't
• 36:35
  incompetent
• 36:36
  or
• 36:36
  unmotivated.
• 36:36
  I
• 36:37
  will
• 36:37
  share
• 36:37
  a
• 36:37
  framework
• 36:37
  that
• 36:37
  I
• 36:37
  learned
• 36:38
  frameworks
• 36:38
  because
• 36:38
  I'm
• 36:39
  analytical.
• 36:39
  Frameworks
• 36:39
  just
• 36:40
  really
• 36:40
  help
• 36:40
  me
• 36:40
  understand
• 36:40
  the
• 36:41
  world
• 36:41
  a
• 36:41
  lot
• 36:41
  better.
• 36:42
  I'm
• 36:42
  pretty
• 36:42
  good
• 36:42
  about
• 36:43
  not
• 36:43
  being
• 36:43
  so
• 36:43
  black
• 36:44
  and
• 36:44
  white
• 36:44
  or
• 36:44
  literal
• 36:45
  about
• 36:45
  them.
• 36:45
  I
• 36:45
  use
• 36:45
  them
• 36:46
  as
• 36:46
  a
• 36:46
  tool,
• 36:46
  not
• 36:46
  a
• 36:46
  weapon.
• 36:47
  And
• 36:47
  I
• 36:48
  strongly
• 36:49
  like,
• 36:49
  enforce
• 36:50
  as
• 36:50
  I'm
• 36:50
  teaching
• 36:50
  these
• 36:51
  tools.
• 36:51
  They
• 36:51
  are
• 36:51
  tools,
• 36:52
  not
• 36:52
  weapons.
• 36:52
  And
• 36:53
  we
• 36:53
  don't
• 36:53
  put
• 36:53
  people
• 36:53
  in
• 36:53
  boxes
• 36:54
  and
• 36:54
  force
• 36:54
  them
• 36:54
  to
• 36:54
  stay
• 36:55
  there.
• 36:55
  We
• 36:56
  hired
• 36:56
  consultants
• 36:57
  to
• 36:57
  help
• 36:57
  our
• 36:57
  team
• 36:58
  on
• 36:58
  consultative
• 36:59
  selling.
• 37:00
  And
• 37:01
  they
• 37:02
  introduced
• 37:02
  two
• 37:03
  frameworks
• 37:03
  that
• 37:04
  hit
• 37:04
  me
• 37:04
  between
• 37:04
  the
• 37:05
  eyeballs
• 37:05
  like,
• 37:06
  oh,
• 37:06
  okay,
• 37:06
  now
• 37:07
  I
• 37:07
  get
• 37:07
  it.
• 37:08
  The
• 37:08
  first
• 37:08
  was
• 37:09
  talking
• 37:09
  about
• 37:09
  when
• 37:10
  you
• 37:10
  have
• 37:10
  expectations
• 37:11
  of
• 37:11
  another
• 37:11
  Person,
• 37:11
  you
• 37:12
  know,
• 37:12
  work
• 37:12
  environment,
• 37:13
  perfect.
• 37:13
  But
• 37:13
  you
• 37:14
  know,
• 37:14
  really
• 37:14
  in
• 37:14
  your
• 37:14
  personal
• 37:14
  life
• 37:15
  too,
• 37:15
  if
• 37:15
  you
• 37:15
  have
• 37:16
  expectations
• 37:16
  of
• 37:16
  another
• 37:16
  person
• 37:17
  and
• 37:18
  those
• 37:18
  expectations
• 37:19
  are
• 37:19
  not
• 37:19
  being
• 37:19
  met,
• 37:20
  you've
• 37:20
  got
• 37:20
  to
• 37:20
  analyze
• 37:21
  why
• 37:21
  they
• 37:21
  said
• 37:22
  you
• 37:22
  can
• 37:22
  break
• 37:22
  it
• 37:22
  down
• 37:22
  to
• 37:22
  four
• 37:23
  things.
• 37:24
  It's
• 37:24
  either
• 37:25
  the
• 37:26
  expectation
• 37:26
  wasn't
• 37:26
  communicated
• 37:28
  or
• 37:29
  agreed
• 37:29
  upon,
• 37:30
  right?
• 37:30
  So
• 37:31
  it's
• 37:31
  a
• 37:31
  communication
• 37:31
  issue,
• 37:32
  it's
• 37:32
  an
• 37:33
  organizational
• 37:33
  issue,
• 37:34
  meaning
• 37:34
  there's
• 37:35
  something
• 37:35
  in
• 37:35
  your
• 37:35
  organization
• 37:36
  that's
• 37:36
  preventing
• 37:36
  them
• 37:37
  from
• 37:37
  completing
• 37:37
  the
• 37:37
  task
• 37:38
  as
• 37:38
  you
• 37:38
  expected.
• 37:40
  It's
• 37:40
  a
• 37:40
  skill
• 37:40
  issue.
• 37:41
  So
• 37:41
  they
• 37:41
  don't
• 37:41
  have
• 37:42
  the
• 37:42
  skills
• 37:42
  to
• 37:42
  get
• 37:42
  it
• 37:42
  done,
• 37:43
  or
• 37:44
  it's
• 37:44
  a
• 37:44
  motivation
• 37:44
  issue,
• 37:45
  they
• 37:46
  don't
• 37:46
  want
• 37:46
  to
• 37:46
  do
• 37:46
  it.
• 37:47
  A
• 37:47
  motivation
• 37:48
  issue
• 37:48
  is
• 37:48
  your
• 37:48
  biggest
• 37:49
  problem
• 37:49
  because
• 37:50
  that
• 37:50
  is
• 37:50
  really
• 37:50
  hard
• 37:50
  to
• 37:51
  change.
• 37:51
  If
• 37:52
  you're
• 37:52
  a
• 37:52
  manager
• 37:53
  or
• 37:53
  a
• 37:53
  leader,
• 37:53
  that's
• 37:53
  your
• 37:54
  responsibility.
• 37:54
  You've
• 37:55
  got
• 37:55
  to
• 37:55
  not
• 37:55
  only
• 37:55
  train
• 37:56
  them
• 37:56
  in
• 37:56
  the
• 37:56
  skills,
• 37:56
  but
• 37:56
  make
• 37:57
  sure
• 37:57
  they
• 37:57
  actually
• 37:57
  did
• 37:57
  it.
• 37:58
  You
• 37:59
  have
• 37:59
  to
• 37:59
  stick
• 37:59
  around
• 38:00
  long
• 38:00
  enough.
• 38:00
  In
• 38:01
  startups
• 38:01
  and
• 38:01
  in
• 38:01
  businesses
• 38:02
  that
• 38:02
  are
• 38:02
  growing,
• 38:02
  one
• 38:02
  of
• 38:02
  the
• 38:03
  faults
• 38:03
  we
• 38:03
  have
• 38:03
  is
• 38:03
  we're
• 38:04
  like,
• 38:04
  here,
• 38:04
  take
• 38:04
  it,
• 38:05
  go
• 38:05
  do
• 38:05
  it.
• 38:06
  And
• 38:06
  instead
• 38:06
  of
• 38:07
  taking
• 38:07
  that
• 38:07
  extra
• 38:07
  time,
• 38:08
  go
• 38:08
  do
• 38:08
  it,
• 38:08
  and
• 38:08
  then
• 38:08
  show
• 38:09
  me
• 38:09
  what
• 38:09
  happened.
• 38:10
  Do
• 38:10
  that
• 38:10
  three
• 38:11
  more
• 38:11
  times
• 38:11
  and
• 38:11
  then
• 38:12
  I'll
• 38:12
  be
• 38:12
  confident
• 38:12
  that
• 38:12
  you
• 38:13
  can
• 38:13
  do
• 38:13
  it
• 38:13
  on
• 38:13
  your
• 38:13
  own
• 38:13
  without
• 38:13
  me.
• 38:14
  The
• 38:14
  organizational
• 38:15
  issue,
• 38:15
  that's
• 38:16
  also
• 38:16
  your
• 38:16
  job
• 38:17
  as
• 38:17
  a
• 38:17
  leader
• 38:17
  to
• 38:17
  figure
• 38:17
  out
• 38:18
  if
• 38:18
  there
• 38:18
  are
• 38:18
  organizational
• 38:19
  issues.
• 38:19
  But
• 38:19
  the
• 38:20
  communication
• 38:20
  piece,
• 38:20
  that's
• 38:21
  where
• 38:21
  I
• 38:21
  was
• 38:21
  like,
• 38:21
  okay,
• 38:22
  this
• 38:22
  is
• 38:22
  a
• 38:22
  little
• 38:22
  thicker,
• 38:23
  right?
• 38:23
  Because
• 38:24
  I
• 38:25
  thought
• 38:25
  I
• 38:25
  was
• 38:25
  communicating
• 38:26
  the
• 38:26
  expectations
• 38:27
  very
• 38:28
  clearly.
• 38:28
  So
• 38:29
  why
• 38:29
  in
• 38:29
  the
• 38:29
  world
• 38:30
  is
• 38:30
  this
• 38:30
  still?
• 38:31
  I
• 38:31
  could
• 38:31
  tell
• 38:31
  it
• 38:31
  wasn't
• 38:32
  skills,
• 38:32
  I
• 38:32
  could
• 38:32
  tell
• 38:32
  it
• 38:32
  wasn't
• 38:33
  motivation.
• 38:33
  I
• 38:33
  could
• 38:33
  tell
• 38:33
  it
• 38:33
  wasn't
• 38:34
  organizational.
• 38:36
  And
• 38:36
  so
• 38:36
  that's
• 38:36
  where
• 38:37
  they
• 38:37
  introduced
• 38:37
  to
• 38:38
  us
• 38:38
  this
• 38:38
  concept
• 38:38
  of
• 38:39
  Merrill
• 38:39
  Reed
• 38:40
  Personality
• 38:40
  Index.
• 38:41
  And
• 38:42
  it
• 38:42
  was
• 38:42
  a
• 38:42
  framework
• 38:43
  two
• 38:43
  industrial
• 38:44
  psychologists
• 38:44
  developed
• 38:45
  years
• 38:45
  ago
• 38:45
  around
• 38:46
  how
• 38:47
  you
• 38:47
  assert
• 38:47
  yourself,
• 38:48
  whether
• 38:48
  you
• 38:48
  do
• 38:48
  it
• 38:48
  for
• 38:49
  tell
• 38:49
  assertive
• 38:50
  or
• 38:50
  ask
• 38:50
  assertive,
• 38:51
  and
• 38:52
  how
• 38:52
  you
• 38:52
  how
• 38:53
  comfortable
• 38:53
  you
• 38:53
  are
• 38:54
  displaying
• 38:54
  emotion.
• 38:55
  Whether
• 38:56
  you're
• 38:56
  really
• 38:56
  comfortable
• 38:56
  and
• 38:57
  tend
• 38:57
  to
• 38:57
  display
• 38:57
  emotion,
• 38:58
  or
• 38:58
  you're
• 38:58
  less
• 38:58
  comfortable
• 38:59
  and
• 38:59
  you
• 38:59
  control
• 38:59
  emotion,
• 39:00
  it
• 39:00
  creates
• 39:00
  this
• 39:00
  matrix.
• 39:02
  If
• 39:02
  you
• 39:02
  are
• 39:02
  on
• 39:02
  the
• 39:02
  ask
• 39:02
  assertive
• 39:03
  side,
• 39:04
  you
• 39:04
  tend
• 39:04
  to
• 39:04
  command
• 39:05
  people
• 39:05
  by
• 39:06
  a
• 39:06
  question.
• 39:07
  So
• 39:07
  I
• 39:07
  am
• 39:08
  on
• 39:08
  the
• 39:08
  ask
• 39:08
  assertive
• 39:08
  side.
• 39:09
  I
• 39:09
  would
• 39:09
  say
• 39:09
  things
• 39:10
  to
• 39:10
  my
• 39:10
  team
• 39:10
  like,
• 39:11
  can
• 39:11
  you
• 39:12
  guys
• 39:12
  get
• 39:12
  this
• 39:12
  by
• 39:12
  Friday?
• 39:14
  And
• 39:15
  half
• 39:15
  the
• 39:15
  team
• 39:15
  would
• 39:15
  get
• 39:16
  by
• 39:16
  Friday,
• 39:16
  half
• 39:16
  the
• 39:17
  team
• 39:17
  wouldn't,
• 39:17
  and
• 39:17
  the
• 39:18
  team
• 39:18
  that
• 39:18
  wouldn't.
• 39:19
  Lo
• 39:20
  and
• 39:20
  behold,
• 39:20
  they're
• 39:20
  on
• 39:21
  telecertive.
• 39:22
  I
• 39:22
  didn't
• 39:22
  tell
• 39:22
  them
• 39:22
  what
• 39:23
  to
• 39:23
  do.
• 39:24
  I
• 39:24
  gave
• 39:24
  them
• 39:24
  an
• 39:25
  option.
• 39:25
  It
• 39:25
  was
• 39:25
  a
• 39:26
  question
• 39:27
  that's
• 39:28
  on
• 39:28
  me
• 39:28
  to
• 39:28
  know
• 39:29
  whether
• 39:29
  or
• 39:29
  not
• 39:30
  you're
• 39:31
  getting
• 39:31
  what
• 39:31
  I'M
• 39:31
  saying.
• 39:32
  And
• 39:32
  so
• 39:32
  I,
• 39:33
  you
• 39:33
  know,
• 39:33
  just
• 39:33
  one
• 39:34
  really
• 39:34
  quick
• 39:35
  like
• 39:36
  tweak
• 39:36
  that
• 39:36
  we
• 39:36
  learn
• 39:37
  is
• 39:39
  use
• 39:39
  statements
• 39:40
  rather
• 39:40
  than
• 39:41
  questions
• 39:41
  when
• 39:41
  you're
• 39:41
  directing
• 39:42
  someone
• 39:42
  to
• 39:42
  do
• 39:42
  something
• 39:43
  because
• 39:43
  it's
• 39:43
  going
• 39:43
  to
• 39:44
  be
• 39:44
  more
• 39:44
  clear
• 39:44
  to
• 39:44
  that
• 39:45
  person.
• 39:46
  So
• 39:47
  years
• 39:47
  of
• 39:47
  studying
• 39:48
  this,
• 39:48
  working
• 39:48
  through
• 39:48
  this,
• 39:48
  when
• 39:49
  I
• 39:49
  wanted
• 39:49
  to
• 39:49
  create
• 39:49
  this
• 39:50
  course
• 39:50
  on
• 39:50
  Maven,
• 39:51
  my
• 39:51
  whole
• 39:51
  goal
• 39:52
  was
• 39:52
  to
• 39:52
  fit,
• 39:52
  help
• 39:52
  people
• 39:53
  figure
• 39:53
  out
• 39:54
  where
• 39:54
  they
• 39:54
  sit,
• 39:55
  how
• 39:55
  they
• 39:55
  can
• 39:56
  just
• 39:56
  easily
• 39:56
  get
• 39:56
  a
• 39:57
  handful
• 39:57
  of
• 39:58
  tricks
• 39:58
  that
• 39:59
  you
• 39:59
  can
• 39:59
  quickly
• 39:59
  identify
• 40:00
  to
• 40:01
  change
• 40:01
  the
• 40:01
  way
• 40:01
  you're
• 40:02
  communicating
• 40:02
  in
• 40:02
  order
• 40:03
  to
• 40:03
  be
• 40:03
  more
• 40:03
  effective,
• 40:04
  especially
• 40:04
  when
• 40:04
  you're
• 40:05
  communicating
• 40:05
  with
• 40:05
  someone
• 40:06
  who
• 40:06
  is
• 40:07
  different
• 40:07
  from
• 40:07
  you.
• 40:09
  So
• 40:09
  I
• 40:09
  started
• 40:10
  calling
• 40:10
  it
• 40:10
  communication
• 40:10
  comfort
• 40:11
  zones
• 40:11
  because
• 40:11
  that's
• 40:12
  what
• 40:12
  it
• 40:12
  is
• 40:12
  to
• 40:12
  me.
• 40:12
  We
• 40:12
  get
• 40:13
  comfortable
• 40:13
  communicating
• 40:13
  in
• 40:14
  a
• 40:14
  very
• 40:14
  specific
• 40:14
  pattern.
• 40:15
  And
• 40:17
  if
• 40:17
  we're
• 40:17
  not
• 40:18
  getting
• 40:18
  uncomfortable,
• 40:19
  we're
• 40:19
  actually
• 40:20
  missing
• 40:20
  75%
• 40:21
  of
• 40:21
  the
• 40:21
  population.
• 40:23
  One
• 40:23
  of
• 40:23
  the
• 40:23
  things
• 40:23
  I
• 40:24
  tell
• 40:24
  people
• 40:24
  is
• 40:24
  over
• 40:24
  time
• 40:25
  it
• 40:25
  gets
• 40:25
  easier
• 40:25
  and
• 40:25
  easier.
• 40:26
  But
• 40:26
  initially
• 40:26
  when
• 40:27
  you're
• 40:27
  learning
• 40:27
  this,
• 40:27
  if
• 40:27
  you
• 40:28
  don't
• 40:28
  feel
• 40:28
  uncomfortable,
• 40:30
  you're
• 40:30
  probably
• 40:31
  not
• 40:31
  actually
• 40:31
  communicating
• 40:32
  the
• 40:32
  way
• 40:32
  you
• 40:32
  think
• 40:33
  you
• 40:33
  are.
• 40:33
  Your
• 40:33
  intentions
• 40:34
  are
• 40:35
  potentially
• 40:35
  being
• 40:35
  misread.
• 40:38
  So
• 40:38
  I
• 40:39
  developed
• 40:39
  this
• 40:39
  course
• 40:40
  to
• 40:40
  teach
• 40:40
  it
• 40:40
  and
• 40:41
  I
• 40:41
  do
• 40:41
  workshops
• 40:42
  at
• 40:42
  companies
• 40:42
  and
• 40:43
  some
• 40:43
  one
• 40:43
  on
• 40:43
  one
• 40:43
  coaching.
• 40:44
  But
• 40:44
  the
• 40:44
  whole
• 40:44
  idea
• 40:45
  is
• 40:45
  helping
• 40:45
  people
• 40:45
  understand
• 40:46
  where
• 40:46
  they
• 40:46
  sit
• 40:47
  and
• 40:48
  how
• 40:48
  to
• 40:49
  over
• 40:50
  time
• 40:50
  you
• 40:50
  can
• 40:50
  develop
• 40:51
  an
• 40:51
  instinct
• 40:52
  for,
• 40:52
  you
• 40:52
  know,
• 40:53
  this
• 40:53
  person.
• 40:53
  And
• 40:54
  I
• 40:54
  have
• 40:54
  a
• 40:54
  constant
• 40:55
  communication
• 40:55
  issue.
• 40:56
  I'm
• 40:56
  going
• 40:56
  to
• 40:57
  tweak,
• 40:57
  I'm
• 40:57
  going
• 40:57
  to
• 40:57
  change
• 40:57
  things
• 40:58
  around
• 40:58
  trial
• 40:58
  and
• 40:58
  error
• 40:59
  and
• 40:59
  you
• 41:00
  might
• 41:00
  be
• 41:00
  able
• 41:00
  to
• 41:00
  get
• 41:00
  it.
• 41:00
  But
• 41:01
  what
• 41:01
  this
• 41:01
  framework
• 41:01
  does
• 41:02
  for
• 41:02
  you
• 41:02
  is
• 41:02
  helps
• 41:02
  you
• 41:03
  really
• 41:03
  understand
• 41:03
  what's
• 41:04
  going
• 41:04
  on
• 41:04
  behind
• 41:04
  it
• 41:04
  so
• 41:05
  that
• 41:05
  you're
• 41:05
  not
• 41:05
  guessing
• 41:06
  when
• 41:06
  you're
• 41:06
  trying
• 41:06
  to
• 41:06
  make
• 41:07
  those
• 41:07
  adaptations
• 41:08
  so
• 41:08
  that
• 41:08
  you're
• 41:09
  actually
• 41:09
  doing
• 41:09
  something
• 41:09
  deliberate
• 41:10
  and
• 41:10
  intentional
• 41:12
  to
• 41:12
  get
• 41:12
  your
• 41:12
  point
• 41:12
  across.
• 41:14
  Wow.
• 41:15
  What
• 41:15
  I
• 41:16
  love
• 41:16
  about
• 41:16
  this,
• 41:16
  and
• 41:16
  it
• 41:17
  makes
• 41:17
  so
• 41:17
  much
• 41:17
  sense
• 41:18
  to
• 41:18
  me
• 41:18
  because
• 41:19
  as
• 41:19
  a
• 41:19
  founder
• 41:19
  and
• 41:19
  a
• 41:20
  leader,
• 41:20
  if
• 41:21
  you're
• 41:21
  trying
• 41:21
  to
• 41:21
  grow
• 41:21
  your
• 41:22
  company,
• 41:23
  you
• 41:23
  are
• 41:23
  trying
• 41:24
  to
• 41:24
  get
• 41:24
  people
• 41:25
  to
• 41:25
  do
• 41:25
  things
• 41:26
  differently.
• 41:27
  It's
• 41:27
  like
• 41:28
  adjusting
• 41:28
  behavior
• 41:29
  over
• 41:29
  and
• 41:29
  over
• 41:29
  again.
• 41:30
  Even
• 41:30
  if
• 41:30
  you
• 41:31
  change
• 41:31
  a
• 41:31
  system
• 41:31
  or
• 41:32
  improve
• 41:32
  a
• 41:32
  system
• 41:32
  now,
• 41:33
  they've
• 41:33
  got
• 41:33
  to
• 41:33
  get
• 41:33
  them
• 41:33
  to
• 41:34
  use
• 41:34
  the
• 41:34
  system.
• 41:35
  So
• 41:35
  it's
• 41:35
  all
• 41:36
  these
• 41:36
  little
• 41:36
  micro
• 41:36
  changes
• 41:37
  happening.
• 41:38
  If
• 41:38
  you
• 41:38
  aren't
• 41:39
  paying
• 41:39
  attention
• 41:39
  to
• 41:40
  this,
• 41:40
  you're
• 41:40
  not
• 41:41
  getting
• 41:41
  the
• 41:41
  most
• 41:41
  out
• 41:41
  of
• 41:42
  your
• 41:42
  team.
• 41:42
  One
• 41:42
  of
• 41:42
  the
• 41:42
  most
• 41:43
  common
• 41:43
  pieces
• 41:43
  of
• 41:44
  advice
• 41:44
  I
• 41:44
  end
• 41:45
  up
• 41:45
  giving
• 41:45
  is
• 41:46
  for
• 41:46
  people
• 41:47
  who
• 41:47
  are
• 41:47
  on
• 41:47
  the
• 41:47
  side
• 41:47
  of
• 41:47
  the
• 41:48
  matrix
• 41:48
  where
• 41:48
  everything
• 41:49
  goes
• 41:49
  fast,
• 41:49
  decisions
• 41:50
  are
• 41:50
  fast,
• 41:50
  meetings
• 41:51
  are
• 41:51
  fast.
• 41:51
  For
• 41:52
  those
• 41:52
  people,
• 41:53
  the
• 41:54
  most
• 41:54
  painful,
• 41:55
  uncomfortable
• 41:55
  thing
• 41:55
  to
• 41:56
  do
• 41:56
  is
• 41:57
  slow
• 41:57
  down,
• 41:57
  to
• 41:57
  speed
• 41:58
  up.
• 41:58
  If
• 41:58
  they're
• 41:58
  not
• 41:59
  slowing
• 41:59
  down,
• 42:00
  they're
• 42:00
  going
• 42:00
  to
• 42:00
  end
• 42:01
  up,
• 42:01
  pulled
• 42:01
  back.
• 42:02
  They
• 42:02
  think
• 42:02
  they're
• 42:02
  on
• 42:02
  step
• 42:03
  10,
• 42:03
  they're
• 42:03
  going
• 42:03
  to
• 42:03
  get
• 42:04
  pulled
• 42:04
  back
• 42:04
  to
• 42:04
  step
• 42:04
  three.
• 42:05
  If
• 42:06
  you
• 42:06
  just
• 42:06
  take
• 42:06
  a
• 42:06
  second
• 42:07
  to
• 42:07
  slow
• 42:07
  down
• 42:07
  and
• 42:08
  really
• 42:08
  make
• 42:08
  sure
• 42:08
  the
• 42:09
  team
• 42:09
  is
• 42:09
  on
• 42:09
  board
• 42:09
  with
• 42:10
  you
• 42:10
  and
• 42:10
  they're
• 42:10
  not
• 42:10
  just
• 42:11
  saying
• 42:11
  they're
• 42:11
  on
• 42:11
  board
• 42:11
  with
• 42:12
  you
• 42:12
  because
• 42:12
  they,
• 42:12
  they
• 42:12
  want
• 42:13
  you
• 42:13
  to
• 42:13
  leave
• 42:13
  the
• 42:13
  room.
• 42:14
  You
• 42:14
  have
• 42:14
  to
• 42:14
  take
• 42:15
  the
• 42:15
  time
• 42:15
  and
• 42:15
  slow
• 42:16
  down
• 42:16
  to
• 42:16
  speed
• 42:16
  up.
• 42:17
  You'll
• 42:17
  go
• 42:17
  much
• 42:18
  faster
• 42:18
  if
• 42:18
  you
• 42:18
  throttle
• 42:19
  it
• 42:19
  back
• 42:19
  a
• 42:19
  tiny
• 42:20
  bit,
• 42:20
  feel
• 42:21
  uncomfortable
• 42:21
  throttling
• 42:22
  it
• 42:22
  back,
• 42:22
  and
• 42:22
  then
• 42:22
  you
• 42:23
  can
• 42:23
  go
• 42:23
  back
• 42:23
  to
• 42:23
  your
• 42:23
  normal
• 42:24
  speed.
• 42:25
  Yeah,
• 42:25
  I
• 42:25
  know.
• 42:26
  That's
• 42:26
  such
• 42:26
  powerful
• 42:27
  advice
• 42:28
  for
• 42:28
  us
• 42:29
  all,
• 42:29
  including
• 42:30
  me.
• 42:30
  I
• 42:30
  happen
• 42:30
  to
• 42:31
  be
• 42:31
  one
• 42:31
  of
• 42:31
  those
• 42:31
  fast
• 42:32
  moving.
• 42:32
  How
• 42:33
  I've
• 42:33
  adjusted
• 42:34
  to
• 42:34
  that
• 42:34
  is
• 42:36
  having
• 42:36
  certain
• 42:36
  things
• 42:37
  that
• 42:37
  I
• 42:37
  know
• 42:38
  are
• 42:38
  most
• 42:38
  important
• 42:39
  in
• 42:39
  the
• 42:39
  business
• 42:40
  that
• 42:40
  I
• 42:41
  just
• 42:41
  repeat
• 42:41
  over
• 42:42
  and
• 42:42
  over
• 42:42
  again.
• 42:43
  We're
• 42:43
  going
• 42:43
  to
• 42:44
  come
• 42:44
  back
• 42:44
  to
• 42:44
  this
• 42:44
  again
• 42:45
  this
• 42:45
  week
• 42:45
  and
• 42:45
  we're
• 42:46
  going
• 42:46
  to
• 42:46
  come
• 42:46
  back
• 42:46
  to
• 42:46
  it
• 42:46
  again
• 42:46
  next
• 42:47
  week
• 42:47
  and
• 42:47
  we're
• 42:47
  going
• 42:47
  to
• 42:47
  come
• 42:47
  back
• 42:48
  to
• 42:48
  it
• 42:48
  again.
• 42:48
  You
• 42:49
  know,
• 42:49
  just.
• 42:49
  Just
• 42:50
  to
• 42:50
  make
• 42:50
  sure
• 42:50
  that
• 42:50
  I
• 42:51
  have
• 42:52
  not
• 42:52
  moved
• 42:53
  too
• 42:53
  fast
• 42:53
  and
• 42:54
  not
• 42:54
  because
• 42:54
  I
• 42:54
  oftentimes
• 42:55
  with
• 42:55
  my
• 42:55
  team
• 42:56
  have
• 42:56
  found.
• 42:56
  Well,
• 42:57
  I
• 42:57
  already
• 42:57
  told
• 42:57
  them
• 42:58
  that
• 42:58
  that's
• 42:59
  always
• 42:59
  a
• 43:00
  right.
• 43:00
  I
• 43:00
  told
• 43:01
  them
• 43:01
  I've
• 43:01
  already
• 43:02
  trained
• 43:02
  them.
• 43:03
  They're
• 43:03
  not
• 43:03
  doing
• 43:04
  it
• 43:04
  right
• 43:04
  100%.
• 43:05
  And
• 43:05
  like,
• 43:05
  I
• 43:06
  can.
• 43:06
  I
• 43:06
  will
• 43:07
  tell
• 43:07
  you,
• 43:07
  in
• 43:07
  a
• 43:07
  lot
• 43:07
  of
• 43:07
  cases,
• 43:08
  there's
• 43:08
  a
• 43:08
  way
• 43:08
  of
• 43:09
  reacting
• 43:09
  to
• 43:10
  discomfort
• 43:10
  that
• 43:10
  happens
• 43:11
  on
• 43:11
  that.
• 43:12
  You
• 43:12
  know,
• 43:12
  what
• 43:12
  I'll
• 43:12
  call,
• 43:13
  like,
• 43:13
  less
• 43:14
  fast
• 43:14
  side
• 43:14
  of
• 43:15
  the
• 43:15
  matrix.
• 43:15
  And
• 43:15
  it's
• 43:16
  acquiescing.
• 43:17
  It's.
• 43:17
  I'm
• 43:18
  going
• 43:18
  to
• 43:18
  say
• 43:18
  yes
• 43:19
  to
• 43:19
  you,
• 43:19
  but
• 43:19
  I
• 43:19
  don't
• 43:20
  really
• 43:20
  mean
• 43:20
  it.
• 43:20
  I'm
• 43:21
  just
• 43:21
  really
• 43:21
  uncomfortable
• 43:22
  right
• 43:22
  now
• 43:23
  and
• 43:23
  I
• 43:23
  want
• 43:23
  to
• 43:23
  stop.
• 43:24
  And
• 43:25
  so
• 43:25
  what
• 43:25
  we
• 43:26
  do
• 43:26
  by
• 43:27
  becoming
• 43:28
  uncomfortable
• 43:28
  is
• 43:29
  make
• 43:29
  someone
• 43:29
  else
• 43:30
  more
• 43:30
  comfortable.
• 43:30
  When
• 43:31
  they're
• 43:31
  more
• 43:31
  comfortable,
• 43:32
  they'll
• 43:32
  actually
• 43:32
  be
• 43:32
  honest
• 43:33
  and
• 43:33
  upfront
• 43:33
  and
• 43:34
  engage
• 43:35
  in,
• 43:35
  like,
• 43:35
  you
• 43:36
  know,
• 43:36
  feel
• 43:36
  like,
• 43:36
  okay,
• 43:37
  if
• 43:37
  I
• 43:37
  say
• 43:38
  what
• 43:38
  I
• 43:38
  really
• 43:38
  think,
• 43:39
  it's
• 43:40
  not
• 43:40
  going
• 43:40
  to
• 43:40
  be
• 43:40
  a
• 43:40
  conflict.
• 43:42
  Like,
• 43:43
  they
• 43:43
  can
• 43:43
  finally
• 43:43
  tell
• 43:44
  you
• 43:44
  that
• 43:44
  this
• 43:44
  thing
• 43:44
  that
• 43:45
  you're
• 43:45
  asking
• 43:45
  them
• 43:45
  to
• 43:45
  do
• 43:46
  they
• 43:46
  think
• 43:46
  is
• 43:46
  so
• 43:46
  stupid.
• 43:47
  Right,
• 43:48
  Exactly.
• 43:48
  Yeah.
• 43:49
  And
• 43:49
  there's
• 43:49
  a
• 43:49
  good
• 43:49
  reason
• 43:50
  why
• 43:50
  they
• 43:50
  think
• 43:50
  it's
• 43:50
  stupid.
• 43:51
  And,
• 43:51
  you
• 43:52
  know,
• 43:52
  like,
• 43:52
  there
• 43:52
  might
• 43:52
  be
• 43:52
  an
• 43:53
  awful
• 43:53
  moment
• 43:53
  in
• 43:54
  this.
• 43:54
  Right?
• 43:54
  Yeah,
• 43:54
  exactly.
• 43:55
  Or
• 43:55
  it's
• 43:55
  going
• 43:55
  to
• 43:55
  inconvenience
• 43:56
  somebody
• 43:57
  who
• 43:57
  they
• 43:57
  don't
• 43:57
  want
• 43:57
  to
• 43:57
  inconvenience.
• 43:58
  Like,
• 43:58
  it's
• 43:58
  not
• 43:59
  going
• 43:59
  to
• 43:59
  be
• 43:59
  good
• 43:59
  for
• 43:59
  a
• 43:59
  customer
• 43:59
  or
• 44:00
  one
• 44:00
  of
• 44:00
  their
• 44:00
  team
• 44:00
  members
• 44:01
  and
• 44:01
  they're
• 44:01
  afraid
• 44:01
  to
• 44:02
  say
• 44:02
  something
• 44:02
  about
• 44:02
  it.
• 44:03
  Just
• 44:03
  want
• 44:03
  to
• 44:04
  yes
• 44:04
  you
• 44:04
  and
• 44:05
  hope
• 44:05
  it
• 44:05
  all
• 44:05
  goes
• 44:05
  away.
• 44:06
  Yeah.
• 44:06
  And
• 44:07
  as
• 44:07
  entrepreneurs,
• 44:08
  we're
• 44:08
  used
• 44:08
  to
• 44:08
  being
• 44:08
  in
• 44:09
  control.
• 44:09
  We're
• 44:09
  used
• 44:09
  to
• 44:10
  doing
• 44:10
  it
• 44:10
  our
• 44:11
  way,
• 44:11
  and
• 44:12
  we
• 44:12
  can
• 44:12
  be
• 44:13
  pretty
• 44:13
  pushy.
• 44:14
  Yeah.
• 44:14
  And
• 44:15
  we're
• 44:15
  used
• 44:15
  to
• 44:15
  hearing
• 44:15
  yes
• 44:16
  and
• 44:16
  thinking
• 44:16
  it
• 44:16
  means
• 44:16
  yes,
• 44:17
  which
• 44:17
  is
• 44:17
  not
• 44:17
  an
• 44:18
  unreasonable
• 44:18
  assumption,
• 44:19
  but
• 44:20
  it's
• 44:20
  not
• 44:20
  always
• 44:20
  true.
• 44:21
  All
• 44:21
  right,
• 44:22
  so
• 44:22
  we
• 44:22
  are
• 44:22
  going
• 44:22
  to
• 44:23
  shift
• 44:23
  again,
• 44:23
  pivot.
• 44:24
  We're
• 44:24
  going
• 44:24
  to
• 44:24
  do
• 44:24
  a
• 44:24
  quick,
• 44:24
  fast
• 44:25
  fire
• 44:25
  round.
• 44:25
  I'm
• 44:26
  going
• 44:26
  to
• 44:26
  ask
• 44:26
  you
• 44:26
  five
• 44:27
  questions.
• 44:28
  If
• 44:28
  you
• 44:29
  answered
• 44:29
  five
• 44:30
  words
• 44:30
  or
• 44:30
  less,
• 44:31
  and
• 44:32
  we'll
• 44:32
  just
• 44:32
  have
• 44:32
  a
• 44:32
  little
• 44:32
  fun.
• 44:33
  How's
• 44:33
  that?
• 44:33
  Five
• 44:34
  words
• 44:34
  for
• 44:34
  each
• 44:35
  or
• 44:35
  a
• 44:35
  five
• 44:35
  words?
• 44:36
  Five.
• 44:36
  Five.
• 44:37
  So
• 44:37
  a
• 44:37
  couple
• 44:37
  of
• 44:37
  words
• 44:38
  for
• 44:38
  each
• 44:38
  answer.
• 44:38
  Got
• 44:39
  it.
• 44:39
  Perfect.
• 44:39
  So
• 44:40
  the
• 44:40
  first
• 44:40
  question,
• 44:41
  your
• 44:41
  favorite
• 44:41
  question,
• 44:42
  to
• 44:42
  build
• 44:43
  instant
• 44:43
  connection.
• 44:47
  I'm
• 44:47
  gonna
• 44:47
  come
• 44:48
  back
• 44:48
  to
• 44:48
  that
• 44:48
  because
• 44:48
  I
• 44:48
  know
• 44:49
  I
• 44:49
  have
• 44:49
  one.
• 44:50
  Okay,
• 44:50
  we'll
• 44:51
  come
• 44:51
  back,
• 44:51
  but
• 44:51
  it
• 44:51
  is
• 44:51
  not
• 44:52
  coming.
• 44:52
  All
• 44:52
  right,
• 44:52
  so
• 44:53
  dream
• 44:54
  dinner
• 44:54
  guest,
• 44:56
  living
• 44:56
  or
• 44:56
  dead?
• 44:58
  Wow.
• 44:58
  Okay.
• 44:59
  Dream
• 44:59
  driven
• 44:59
  together.
• 45:02
  You
• 45:02
  know,
• 45:02
  probably
• 45:03
  Alfred
• 45:03
  Hitchcock.
• 45:04
  I'm
• 45:04
  gonna
• 45:04
  go
• 45:04
  with
• 45:04
  that.
• 45:06
  What's
• 45:06
  harder?
• 45:07
  Winning
• 45:07
  trust
• 45:08
  or
• 45:08
  keeping
• 45:09
  it?
• 45:11
  Keeping
• 45:11
  it.
• 45:12
  What's
• 45:13
  your
• 45:13
  go
• 45:13
  to?
• 45:14
  Karaoke
• 45:15
  song?
• 45:17
  Skin
• 45:17
  by
• 45:17
  Hole.
• 45:19
  All
• 45:20
  right,
• 45:20
  back
• 45:20
  to
• 45:20
  the
• 45:20
  other
• 45:20
  question.
• 45:21
  Your
• 45:21
  favorite
• 45:21
  question.
• 45:21
  To
• 45:22
  build
• 45:22
  instant
• 45:22
  connection.
• 45:25
  I
• 45:25
  typically
• 45:25
  do
• 45:25
  it
• 45:25
  in
• 45:25
  the
• 45:25
  middle
• 45:26
  of
• 45:26
  conversation,
• 45:27
  and
• 45:27
  it's
• 45:28
  something
• 45:28
  along
• 45:28
  the
• 45:28
  lines
• 45:29
  of,
• 45:29
  tell
• 45:29
  me
• 45:29
  more
• 45:29
  about
• 45:30
  how
• 45:30
  you
• 45:30
  decided
• 45:31
  to
• 45:31
  go
• 45:31
  there.
• 45:31
  I
• 45:32
  like
• 45:32
  to
• 45:32
  hear
• 45:33
  people's
• 45:34
  decision
• 45:34
  processes.
• 45:36
  And
• 45:36
  so
• 45:36
  it's
• 45:36
  a
• 45:36
  variation
• 45:37
  always
• 45:37
  on,
• 45:38
  tell
• 45:38
  me
• 45:38
  what
• 45:39
  led
• 45:40
  you
• 45:40
  to
• 45:40
  that
• 45:40
  decision
• 45:40
  or
• 45:41
  tell
• 45:41
  me
• 45:41
  what
• 45:41
  made
• 45:42
  you
• 45:42
  want
• 45:42
  to
• 45:42
  do
• 45:42
  that.
• 45:43
  Beautiful.
• 45:43
  Getting
• 45:44
  to
• 45:44
  that.
• 45:44
  Why
• 45:46
  the
• 45:46
  motivation.
• 45:47
  Right.
• 45:47
  What
• 45:47
  was
• 45:48
  going
• 45:48
  on?
• 45:49
  Last
• 45:49
  question.
• 45:50
  Best
• 45:50
  piece
• 45:50
  of
• 45:50
  advice
• 45:51
  you've
• 45:51
  ever
• 45:51
  received
• 45:52
  in
• 45:52
  five
• 45:53
  words
• 45:53
  or
• 45:53
  less.
• 45:54
  People's
• 45:55
  strengths,
• 45:55
  other
• 45:55
  weaknesses.
• 45:57
  Oh,
• 45:59
  isn't
• 46:00
  that
• 46:00
  the
• 46:00
  truth?
• 46:00
  Whatever
• 46:01
  got
• 46:01
  you
• 46:01
  here
• 46:01
  won't
• 46:01
  get
• 46:02
  you
• 46:02
  there.
• 46:03
  Holy
• 46:03
  moly.
• 46:04
  So
• 46:04
  how
• 46:04
  can
• 46:05
  people
• 46:05
  find
• 46:05
  you,
• 46:05
  Sheila?
• 46:06
  How
• 46:06
  can
• 46:06
  our
• 46:07
  listeners
• 46:07
  find
• 46:08
  you
• 46:08
  and
• 46:09
  learn
• 46:09
  about
• 46:09
  your
• 46:09
  communication
• 46:10
  program
• 46:11
  as
• 46:11
  well
• 46:11
  as
• 46:11
  you
• 46:12
  work
• 46:12
  with
• 46:12
  clients?
• 46:13
  So
• 46:13
  tell
• 46:13
  us
• 46:13
  how
• 46:13
  to
• 46:14
  get
• 46:14
  in
• 46:14
  touch.
• 46:14
  You
• 46:14
  can
• 46:15
  find
• 46:15
  me.
• 46:15
  My
• 46:15
  website
• 46:16
  is
• 46:16
  Sauce
• 46:17
  Creates.
• 46:17
  It's
• 46:17
  SOS
• 46:18
  Creates.
• 46:19
  And
• 46:19
  it
• 46:19
  has
• 46:19
  information
• 46:20
  about
• 46:20
  me,
• 46:20
  how
• 46:20
  to
• 46:20
  get
• 46:21
  in
• 46:21
  touch
• 46:21
  with
• 46:21
  me.
• 46:21
  It
• 46:21
  also
• 46:21
  has
• 46:21
  information
• 46:22
  about
• 46:22
  my
• 46:23
  course
• 46:23
  that
• 46:23
  I
• 46:23
  teach.
• 46:23
  But
• 46:23
  if
• 46:23
  you
• 46:24
  want
• 46:24
  to
• 46:24
  go
• 46:24
  to
• 46:24
  Maven,
• 46:24
  Maven's
• 46:25
  a
• 46:25
  phenomenal
• 46:25
  platform,
• 46:26
  by
• 46:26
  the
• 46:26
  way.
• 46:27
  It's
• 46:27
  tends
• 46:28
  to
• 46:28
  focus
• 46:28
  a
• 46:28
  lot
• 46:28
  on
• 46:29
  education,
• 46:29
  on
• 46:30
  technology.
• 46:30
  So
• 46:31
  it's
• 46:31
  got
• 46:31
  some
• 46:31
  fabulous
• 46:32
  technology
• 46:32
  leaders
• 46:32
  teaching
• 46:33
  technology
• 46:33
  courses.
• 46:34
  If
• 46:34
  you
• 46:34
  go
• 46:34
  to
• 46:34
  maven.com
• 46:35
  and
• 46:35
  search
• 46:36
  my
• 46:36
  name,
• 46:36
  Sheila
• 46:36
  O',
• 46:37
  Sullivan,
• 46:37
  or
• 46:37
  under
• 46:38
  communications,
• 46:39
  my
• 46:39
  course
• 46:39
  will
• 46:39
  come
• 46:40
  up
• 46:40
  there
• 46:40
  as
• 46:40
  well.
• 46:41
  Wonderful.
• 46:42
  And
• 46:42
  we'll
• 46:42
  be
• 46:42
  sure
• 46:42
  to
• 46:43
  put
• 46:43
  the
• 46:43
  link
• 46:44
  right
• 46:44
  to
• 46:44
  your
• 46:44
  Maven
• 46:45
  site
• 46:45
  and
• 46:45
  to
• 46:46
  SOS
• 46:46
  Creates
• 46:47
  as
• 46:47
  well,
• 46:48
  right
• 46:48
  into
• 46:48
  the
• 46:48
  show
• 46:49
  notes.
• 46:49
  So
• 46:49
  that
• 46:49
  Everybody
• 46:50
  can
• 46:50
  find
• 46:51
  you.
• 46:52
  And
• 46:52
  you
• 46:52
  do
• 46:52
  your
• 46:52
  maven
• 46:53
  course
• 46:53
  every
• 46:53
  so
• 46:54
  often,
• 46:54
  right?
• 46:54
  I
• 46:55
  do.
• 46:55
  I
• 46:55
  generally
• 46:56
  do
• 46:56
  it
• 46:56
  six
• 46:57
  to
• 46:57
  eight
• 46:57
  times
• 46:57
  a
• 46:57
  year.
• 46:58
  Wow,
• 46:59
  that's
• 46:59
  awesome.
• 47:00
  What
• 47:00
  is
• 47:00
  your
• 47:01
  last
• 47:01
  bit
• 47:01
  of
• 47:01
  wisdom
• 47:02
  you'd
• 47:02
  like
• 47:02
  to
• 47:02
  share
• 47:02
  with
• 47:03
  our
• 47:03
  listeners
• 47:03
  today?
• 47:04
  This
• 47:05
  is
• 47:05
  advice
• 47:05
  that
• 47:05
  I
• 47:05
  was
• 47:06
  asking
• 47:06
  people
• 47:06
  to
• 47:06
  tell
• 47:06
  me
• 47:07
  and
• 47:07
  I'm
• 47:07
  going
• 47:07
  to
• 47:07
  tell
• 47:07
  everybody
• 47:08
  else
• 47:08
  because
• 47:08
  I
• 47:08
  always
• 47:09
  need
• 47:09
  to
• 47:09
  tell
• 47:09
  it
• 47:09
  to
• 47:09
  myself.
• 47:10
  It's
• 47:10
  not
• 47:10
  too
• 47:10
  late
• 47:10
  to
• 47:11
  do
• 47:11
  the
• 47:11
  thing
• 47:11
  that
• 47:11
  you
• 47:11
  think
• 47:12
  you
• 47:12
  want
• 47:12
  to
• 47:12
  do.
• 47:12
  If
• 47:13
  anyone
• 47:13
  takes
• 47:13
  anything
• 47:13
  away,
• 47:14
  remember
• 47:14
  that
• 47:14
  like
• 47:15
  the
• 47:15
  company
• 47:15
  that,
• 47:16
  you
• 47:16
  know
• 47:16
  we
• 47:16
  sold,
• 47:17
  a
• 47:17
  very
• 47:17
  successful
• 47:18
  business
• 47:18
  that
• 47:18
  we
• 47:19
  sold
• 47:19
  was
• 47:19
  founded
• 47:19
  by
• 47:20
  someone
• 47:20
  who
• 47:20
  was
• 47:20
  in
• 47:20
  her
• 47:20
  early
• 47:21
  50s.
• 47:21
  Well,
• 47:21
  thank
• 47:22
  you
• 47:22
  so
• 47:22
  much,
• 47:22
  Sheila
• 47:23
  for
• 47:23
  being
• 47:23
  here.
• 47:23
  Thank
• 47:24
  you
• 47:24
  for
• 47:24
  being
• 47:24
  here.
• 47:25
  Thank
• 47:25
  you
• 47:25
  for
• 47:25
  being
• 47:26
  here.
• 47:27
  Thanks
• 47:27
  for
• 47:28
  illuminating
• 47:28
  your
• 47:29
  wisdom
• 47:29
  to
• 47:29
  all
• 47:29
  of
• 47:30
  us
• 47:30
  and
• 47:31
  to
• 47:31
  our
• 47:31
  world.
• 47:32
  Listeners,
• 47:32
  be
• 47:32
  sure
• 47:33
  to
• 47:33
  follow
• 47:33
  like
• 47:34
  and
• 47:34
  share
• 47:35
  the
• 47:35
  wisdom
• 47:35
  of
• 47:35
  women.
• 47:36
  Show
• 47:36
  on
• 47:36
  your
• 47:36
  favorite
• 47:36
  platform
• 47:37
  and
• 47:38
  make
• 47:38
  sure
• 47:38
  to
• 47:39
  infuse
• 47:39
  more
• 47:39
  of
• 47:39
  your
• 47:40
  wisdom
• 47:40
  into
• 47:41
  your
• 47:41
  business.
• 47:42
  A
• 47:42
  great
• 47:42
  way
• 47:42
  to
• 47:42
  do
• 47:43
  that
• 47:43
  is
• 47:43
  to
• 47:43
  go
• 47:43
  to
• 47:44
  a
• 47:44
  ForceForGood
• 47:45
  biz
• 47:46
  quiz
• 47:47
  and
• 47:47
  take
• 47:47
  the
• 47:48
  Growth
• 47:48
  Readiness
• 47:49
  Assessment
• 47:50
  and
• 47:50
  uncover
• 47:51
  where
• 47:51
  your
• 47:52
  insight
• 47:53
  is
• 47:53
  needed
• 47:54
  most.
• 47:55
  The
• 47:55
  world
• 47:56
  is
• 47:57
  made
• 47:57
  better
• 47:58
  by
• 47:58
  women
• 47:58
  led
• 47:59
  business.
• 48:00
  Let's
• 48:00
  all
• 48:01
  go
• 48:01
  make
• 48:01
  the
• 48:01
  world
• 48:02
  a
• 48:02
  better
• 48:02
  place.