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0:08.3
0:14.1
Today’s episode is proudly sponsored by
Radical Polymers nation running a water
0:14.1
0:19.6
treatment business is hard dealing with
your suppliers shouldn’t be and when I
0:19.6
0:26.4
deal with the fine folks over at radical
polymers I have always felt like I have
0:26.4
0:32.6
had a partner they test things in the
environment that we are going to use
0:32.6
0:38.7
their products they also make sure that
if I have any questions that I get the
0:38.7
0:44.3
answer that I am looking for Mike and
the fine folks over at radical polymers
0:44.3
0:49.3
answer the phone spokes when was the
last time you actually talked with
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0:54.4
somebody when you had a technical
support question well they make your
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0:59.4
issues their issues and they get right
down to the problem they offer
0:59.4
1:03.0
best-in-class
technologies with the first-class
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1:08.8
support that I just mentioned
go to https://scalinguph2o.com/radical
1:08.8
1:14.9
to find out more stand up nation
if you’ve been following my favorite
1:14.9
1:20.1
books you know Napoleon Hills Think and
Grow Rich is among them in this book he
1:20.1
1:24.8
analyzed what successful people had in
common and one of these commonalities
1:24.8
1:30.0
that he noted was successful people meet
with other successful people
1:30.0
1:36.3
he then coined that meeting a mastermind
folks life is too hard to do it alone
1:36.3
1:42.9
and that is exactly what most of us are
doing starting an early 2020 I will be
1:42.9
1:49.2
launching our own mastermind called
rising tide the rising tide mastermind
1:49.2
1:54.5
is made up of small groups of
individuals with the focus on helping
1:54.5
2:00.6
each other succeed these groups will
include weekly video calls designed to
2:00.6
2:06.1
solve key issues quarterly book
discussions with action plans quarterly
2:06.1
2:13.6
one to ones with me a live event and so
much more I’ve personally been a member
2:13.6
2:19.5
of a mastermind for years and I know how
key being in a mastermind has
2:19.5
2:26.6
for my own success and because of that I
know how he a group like this can be in
2:26.6
2:33.1
your success the rising tide mastermind
is currently accepting applications we
2:33.1
2:39.6
have very limited spots so go to https://scalinguph2o.com/mastermind to set up
2:39.6
2:47.1
a 15 minute call with me to see if this
is the key to your next level of success
2:47.1
2:52.4
welcome to Scaling UP! h2o the podcast
where we’re Scaling UP! on knowledge so
2:52.4
2:57.7
we don’t scale UP! our systems
hello nation Trace Blackmore here your
2:57.7
3:04.2
host for Scaling UP! h2o and guys I have
to tell you big year is almost over I
3:04.2
3:08.9
know I didn’t need to tell you that but
there are so many things that we can do
3:08.9
3:14.7
to end the year right don’t think that
you’re gonna start doing things in
3:14.7
3:19.4
January and you’re just gonna coast
through this last month of December
3:19.4
3:26.0
folks there are a lot of things that we
can do to help get 2020 started off
3:26.0
3:31.9
right a couple of those things is get
caught up on your bookkeeping now listen
3:31.9
3:37.9
I work with a lot of water treaters and
I know that we are not the best
3:37.9
3:44.4
bookkeeper so maybe hire somebody that
can do that work better than you can but
3:44.4
3:48.9
you need to make sure you have accurate
numbers folks if you are not keeping
3:48.9
3:53.6
accurate numbers you’re not keeping
score and if you’re not keeping score
3:53.6
4:01.7
you do not know if you are winning so
make sure your bookkeeping is all caught
4:01.7
4:07.8
up another thing you need to consider is
revisit your pricing I’m not trying to
4:07.8
4:12.7
collude on pricing here but I will say
that for some reason water-treatment
4:12.7
4:18.9
pricing has been stuck in the 1980s many
water treaters that I’ve talked to are
4:18.9
4:24.6
scared to raise their prices because the
customers are going to go someplace else
4:24.6
4:30.3
well folks business has to be a win-win
now 1 if you’re not keeping bookkeeping
4:30.3
4:34.3
properly you may not have
information but you should know exactly
4:34.3
4:41.4
what it costs you to be at each one of
your accounts and that includes all the
4:41.4
4:46.6
products you have that includes all the
reagents you use that includes your time
4:46.6
4:51.9
that includes the software that you use
so you can do your reporting everything
4:51.9
4:56.9
that you deliver to that customer there
is a cost associated with it
4:56.9
5:03.6
do you know what that cost is and are
you being fair to yourself when you
5:03.6
5:10.7
deliver those things to your customer
and what I find is many water treaters
5:10.7
5:16.1
undervalue the services that they
provide now what that does that means
5:16.1
5:22.1
the market thinks that water treatment
is not as valuable as something else now
5:22.1
5:26.4
if it doesn’t cost something don’t
charge for it but those things that you
5:26.4
5:30.5
are delivering to your customer they
need to be part of your price and we
5:30.5
5:36.7
need to make sure that we are charging
true prices to our customers so revisit
5:36.7
5:41.5
your pricing make sure that you can make
sense on everything that you are
5:41.5
5:46.8
charging maybe that might even mean that
you lower some of your pricing but your
5:46.8
5:52.5
pricing has to make sense come up with
some sort of metrics to make sure you
5:52.5
5:58.4
know what you are charging and it’s a
fair win-win for all parties my third
5:58.4
6:04.4
tip is to look at your taxes so whether
you are a business owner or you live
6:04.4
6:08.2
somewhere where you have to pay taxes
and folks that’s pretty much everywhere
6:08.2
6:16.5
see what you can do in this current year
to minimize your tax situation you still
6:16.5
6:21.0
have some time left so there are some
creative things that your accountant can
6:21.0
6:26.6
advise you on that you can do right now
and that can help you with your taxes
6:26.6
6:32.5
take a hard look at your business how is
it structured how are things getting
6:32.5
6:39.0
done are you satisfied with the
procedures that you have in your company
6:39.0
6:44.2
and they’re allowing everybody that
works within your company to do their
6:44.2
6:48.1
jobs prop
but also effectively are there things
6:48.1
6:53.6
that get in the way because we’ve done
them that way for so long and they just
6:53.6
7:00.6
don’t need to be there anymore so I urge
everybody whether you are managing
7:00.6
7:05.5
somebody or you’re just managing
yourself take a look with how you do
7:05.5
7:13.1
things and make sure you’re doing them
efficiently and effectively when was the
7:13.1
7:20.0
last time you looked at your website or
your social media platforms folks I’m
7:20.0
7:25.1
going to say that water treaters in
general I’m included do not understand
7:25.1
7:31.0
websites to their full ability and also
the social media platforms so how are
7:31.0
7:38.0
you letting your future customers and
current customers know about what you do
7:38.0
7:43.9
as a company in a way that makes sense
to them and that of course is using your
7:43.9
7:49.3
website that is using social media so if
you haven’t looked at that in a while
7:49.3
7:55.8
I’m going to urge you to learn some more
things about those platforms because
7:55.8
7:59.3
that’s where business is going as soon
as you hand somebody a business card
7:59.3
8:03.3
they’re either going straight to your
website or they’re looking at Facebook
8:03.3
8:08.8
or LinkedIn and then they’re trying to
figure out if you’re somebody that they
8:08.8
8:12.6
are going to give some of their
attention to so what is the information
8:12.6
8:18.3
out there saying about you is your
website accurately portraying what your
8:18.3
8:23.4
company is when somebody looks you up on
LinkedIn is that the message that you
8:23.4
8:28.4
want to sin so take a moment and figure
that stuff out business owners I’m
8:28.4
8:33.1
talking to you right now when I work
with other water treaters and we tour
8:33.1
8:38.9
their facility and I look at their SKUs
more often than not I find more products
8:38.9
8:44.9
than they need or use in their warehouse
which means they have valuable money
8:44.9
8:51.6
tied up in inventory my urge to you is
figure out what these products are don’t
8:51.6
8:56.1
ever make them again for whatever reason
you’re not using them but figure out how
8:56.1
9:00.5
you can get rid of those
to get something in that will produce
9:00.5
9:06.7
income for you so where is all your dead
stop what can you do with it and then
9:06.7
9:11.8
how do you make sure that when you blend
a new product in the future it is
9:11.8
9:16.3
definitely a product that you’re going
to need and it doesn’t become a new set
9:16.3
9:21.9
of dead stock folks inventory is
expensive and if it’s not going to roll
9:21.9
9:26.8
off of the shelves to make you money
later you don’t need it sitting around
9:26.8
9:31.3
my last tip is start planning your
holiday schedule and I know you’re
9:31.3
9:34.4
thinking well I know I’m going up to the
mountains with the kids and all that
9:34.4
9:39.4
that’s not what I’m talking about what
is your company going to do for holiday
9:39.4
9:44.8
scheduling do you need to contact an
answering service do you need to set up
9:44.8
9:50.3
specific email replies what are the
things that you need to do so if
9:50.3
9:55.7
something were to happen while everybody
is enjoying the holiday season the
9:55.7
10:00.2
customer can get to the right location
and they can do that effortlessly and
10:00.2
10:05.0
the company is prepared for it so start
doing a little bit planning now and that
10:05.0
10:10.1
will save you a lot of headache if
something happens in the future nation I
10:10.1
10:15.6
think I have a very unique guest for you
today I know him because he is the lead
10:15.6
10:20.2
pastor at my church and you’re thinking
okay Trace what are you doing here who
10:20.2
10:26.4
are you bringing on but his name is Jeff
Henderson and he knows marketing he’s
10:26.4
10:31.3
going to tell you about his credentials
and you’re gonna very quickly hear that
10:31.3
10:36.8
he has worked with some top companies
and he has got some marketing expertise
10:36.8
10:42.0
that he is gonna share with all of us
and he’s gonna do it in a way that is
10:42.0
10:49.5
really gonna change how you do marketing
I am really excited for this interview I
10:49.5
10:54.0
know we’re all going to learn a lot so
ladies and gentlemen please welcome Jeff
10:54.0
10:59.8
Anderson my lab partner today is Jeff
Henderson Jeff thanks so much for coming
10:59.8
11:02.8
on Scaling UP! h2o I’m really excited
about this conversation
11:02.8
11:06.9
Trace it’s good to see man I’m the big
fan of viewers and thanks for helping
11:06.9
11:10.0
the organization I helped serve so it’s
honor
11:10.0
11:14.1
to have you here well I appreciate you
saying that and we’ve got so much ground
11:14.1
11:21.4
to cover today I don’t even know where
to start I think if I give your
11:21.4
11:25.7
credentials and your history to the
nation I’m not going to do it justice do
11:25.7
11:28.5
you mind telling the Scaling UP! nation a
little bit about yourself
11:28.5
11:33.8
sure well again honored to be here and I
guess more importantly you know my son
11:33.8
11:37.3
Cole and you guys served together and
then so calls a senior in high school
11:37.3
11:41.9
and then my daughter Jesse is 20 and
then my wife when you’re not been
11:41.9
11:46.9
married for 23 years so those are those
are the highlights but I really grew up
11:46.9
11:50.9
wanting I’m a preacher’s kid so I
promised myself I would never work at a
11:50.9
11:55.9
church right I’ve been working at church
for 16 years but I grew up a big sports
11:55.9
11:59.9
fan and I didn’t know until that you
could do sports marketing so I really
11:59.9
12:02.2
wanted to go do that and that’s why I
started working for the Atlanta Braves
12:02.2
12:05.8
and their sports marketing department
and loved it eventually landed at
12:05.8
12:09.1
chick-fil-a managed all their sports
marketing and Beverage Marketing with
12:09.1
12:14.3
them working with coke and dr. pepper
but then shortly after that six years in
12:14.3
12:19.2
chick-fil-a I felt I needed to make a
career change to help start a church
12:19.2
12:22.6
which is a whole other story but I loved
chick-fil-a never thought I would leave
12:22.6
12:27.3
but my wife and I felt like we needed to
help start a church in the Buckhead area
12:27.3
12:32.6
which is north Atlanta and so that
church was called Buckhead Church and a
12:32.6
12:37.7
very creative name and so we stole this
one go ahead sure it’s kind of the same
12:37.7
12:42.6
yeah yeah at least you know where you’re
going right so so help start Buckhead
12:42.6
12:47.4
Church that was the lead pastor there
for eight years and then I left there to
12:47.4
12:49.9
help start to other churches in the
Gwinnett area
12:49.9
12:53.3
it’s called Gwinnett Church which were
part of but one of the things that I
12:53.3
12:56.5
realized over time Trace is that you
have these two worlds you have the
12:56.5
13:00.2
for-profit world over here and you have
the not-for-profit world as if profit is
13:00.2
13:03.8
bad yeah so it’s like we’re for profit
over here and we’re not for profit over
13:03.8
13:08.4
here and so I understand why we say that
from a taxation reason but but what I’ve
13:08.4
13:12.2
discovered is that that there are things
that for-profit leaders could learn from
13:12.2
13:15.7
nonprofit leaders and there are things
that nonprofit leaders can learn from
13:15.7
13:19.0
for-profit leaders and the reason I say
that is because I’ve been in both world
13:19.0
13:23.6
and the exciting thing about business
nowadays is that we’re discovering that
13:23.6
13:27.2
doing good is good for a business and
there’s research that’s proving that out
13:27.2
13:33.0
so having lived in both of those worlds
and I still do you know I love starting
13:33.0
13:37.2
things and and you know dabble and other
things because I think that helps keep
13:37.2
13:41.9
me sharp in what I’m currently doing
here at Gwinnett church so that’s a
13:41.9
13:45.8
little bit of my credential been blessed
to work for thriving organizations and
13:45.8
13:49.8
growing organizations and so as a result
of that I kind of want to pass along the
13:49.8
13:52.9
lessons that I’ve learned from those
organizations we’re definitely going to
13:52.9
13:57.3
talk about some of those lessons today I
finished your book a couple weeks ago
13:57.3
14:02.4
you personally gave me a copy thank you
for trying that’s right I loved it it
14:02.4
14:06.5
was it was fantastic and I can’t wait to
get into some of the items that you
14:06.5
14:12.6
talked about within the book but before
we do you worked for one of my favorite
14:12.6
14:17.7
organizations in chick-fil-a I think the
nation the hello some of them weren’t
14:17.7
14:21.9
familiar with chick-fil-a after several
episodes that I’ve done with chick-fil-a
14:21.9
14:26.7
we’ve had some operators on we’ve had
some people in corporate on we just love
14:26.7
14:31.5
their core values we love how they’re
for something you know what they’re for
14:31.5
14:34.3
and they’re people feel that they’re for
them
14:34.3
14:39.2
you spent some time at chick-fil-a so
I’m curious about what that was like but
14:39.2
14:44.5
specifically you knew true and what was
that life true is amazing he I don’t
14:44.5
14:51.9
know a lot of billionaires but he never
let money change him which is hard you
14:51.9
14:56.2
know Abraham Lincoln has that great
quote that we all suffer adversity but
14:56.2
14:59.9
if you really want to challenge somebody
to give him success and true it never
14:59.9
15:04.7
really let it change him he lived in the
same house that he his wife Jeanette had
15:04.7
15:09.4
they just lived in the same house even
though just billions of dollars from
15:09.4
15:12.6
chick-fil-a but all of his other real
estate adventures everything but he was
15:12.6
15:17.0
just very humble and true one of the
things I realized about Truitt is that
15:17.0
15:21.5
he was more interested in the business
growing people than people growing the
15:21.5
15:25.4
business and that’s how his business
grew and he understood this and this
15:25.4
15:29.6
seems so basic and simple but I think
sometimes we complicate this way too
15:29.6
15:32.8
much in the business world in church
world as well
15:32.8
15:36.5
but it’s like hey we got to have people
that grow the business but if the
15:36.5
15:40.0
business can grow people and put them in
environments where they’re encouraged
15:40.0
15:43.5
and challenged and and understand who
they are and put them in their strengths
15:43.5
15:48.1
and talents don’t they’re gonna grow the
business if they’re growing but what one
15:48.1
15:51.0
of the reasons a lot of businesses
stagnate is because the people aren’t
15:51.0
15:54.6
growing because they’re too focused on
trying to grow the business and we
15:54.6
15:57.3
should grow the business that’s a good
thing but what I’ve discovered about
15:57.3
16:01.5
Trudy was he was humble he was genuinely
interested in me and the people that he
16:01.5
16:07.1
was around he was genuinely interested
in you know making money because he was
16:07.1
16:10.8
going to do something good with that
money and he was very frugal but very
16:10.8
16:14.7
generous at the same time and just very
very creative I mean here’s the guy that
16:14.7
16:18.3
came up with invented the chicken
sandwich you know he called it the
16:18.3
16:22.6
chicken steak sandwich back in and a
person came up with it and he was also
16:22.6
16:26.9
the one who put food in malls
I mean laws when they were being
16:26.9
16:30.8
developed back in those days they were
not gonna why would we have the smell of
16:30.8
16:34.2
food in the mall that I was gonna ruin
it interest not thinking this will work
16:34.2
16:39.6
well he’s the one that came up with that
but his life verse was that you know
16:39.6
16:43.9
basically about your good name a good
name is better than riches and silver
16:43.9
16:48.7
and golden and so I’m gonna focus on my
name and that was one of the reasons he
16:48.7
16:55.3
chose not to open on Sundays and
eventually people would say you’re gonna
16:55.3
17:01.3
open on Sundays right because it’s a bad
business if you’re a mall yeah but I’ve
17:01.3
17:04.5
settled this a good name is better to be
chosen than great riches
17:04.5
17:09.1
my name is far more important than
whatever you can throw my way so he
17:09.1
17:13.4
settled that early on in his success and
it was a no-brainer now I can easily
17:13.4
17:17.1
make the case that that was one of the
best marketing decisions he ever made
17:17.1
17:23.9
because scarcity is a great marketing
strategy if you if you don’t have it you
17:23.9
17:30.6
want it so Monday sales for chick-fil-a
or big because you took it away from
17:30.6
17:35.9
them on Sunday in and out burger is a
fantastic example of this any time you
17:35.9
17:39.4
travel out west right any time I travel
out west I got to go to in and out
17:39.4
17:43.0
because they don’t have it here where we
are in Atlanta and honestly I love in
17:43.0
17:46.3
and out I’m not sure the quality of
their hamburgers any better than
17:46.3
17:51.3
guys but five guys is right down the
road whereas when I go to California I’m
17:51.3
17:54.3
looking for a five guy so there’s
something about scarcity so I do think
17:54.3
17:58.6
this closed on Sunday is a as a business
marketing strategy but he was just a
17:58.6
18:04.6
very humble man never lost sight of why
he wanted to get into this which was
18:04.6
18:07.9
obviously to provide for his family but
to have a positive influence and that
18:07.9
18:11.7
was that’s the corporate purpose to have
a positive influence and all who come in
18:11.7
18:16.2
contact with chick-fil-a and to be a
good steward and that’s what he did
18:16.2
18:21.7
you mentioned in your book the time you
were driving the chick-fil-a car and you
18:21.7
18:26.2
were actually driving true it to an
event and and I love how you describe
18:26.2
18:29.6
how true it made you feel do you mind
tell us a little bit about that story
18:29.6
18:33.6
absolutely you know I think it’s because
I’m in my 50s now Traci I can’t remember
18:33.6
18:36.8
where we were going
sure it was – speaking engagement I do
18:36.8
18:40.0
that but where was the speaking
engagement where how did I even you know
18:40.0
18:43.5
where would we go I can’t even remember
but I do remember the conversation I do
18:43.5
18:48.4
remember him talking asking me about how
was Wendy doing how my kids doing and
18:48.4
18:52.6
how I liked him being a dad he knew my
father so he asked about my dad we
18:52.6
18:56.4
really talked about personal substantial
issues I remember we talked about how
18:56.4
19:01.5
can you be a successful businessperson
and a successful spouse or successful
19:01.5
19:05.9
parent because he did all that I mean
his kids are amazing his grandkids are
19:05.9
19:11.2
amazing and you know if you look at a
lot of families this is chick-fil-a’s a
19:11.2
19:16.0
privately held business if you look at a
lot of families that have experienced
19:16.0
19:22.7
this kind of success in financial
success it typically at some point third
19:22.7
19:27.0
or fourth generation the whole thing
falls apart and it’s been interesting to
19:27.0
19:34.0
see that the families the values have
stayed consistent and so for me I got a
19:34.0
19:38.8
I got a glimpse of that in the car but I
genuinely thought and I knew this before
19:38.8
19:42.6
I even got in the car but I was able to
experience it that night that true it
19:42.6
19:46.7
was more interested in Jeff the person
than Jeff the chicken salesman but I’m
19:46.7
19:51.0
just not here to sell chicken that true
it was here for me and what was
19:51.0
19:54.9
interesting about that is I would have
already run through a brick wall for
19:54.9
19:58.5
true it anyway but after that night I
would have kept going and run through
19:58.5
20:02.2
several brick walls because
true Kathy was for me and if he’s for me
20:02.2
20:07.1
but I’m gonna be even more for him so
you may ask the question of would than
20:07.1
20:11.8
if why did you leave chick-fil-a but
part of it was I was actually taken to a
20:11.8
20:15.6
Leadership Conference funded by Truitt
and the strip was funded by true and it
20:15.6
20:20.1
was at a church and was there at the
church where I felt like a calling or
20:20.1
20:24.0
convicting there not some day I was
gonna help start a church so my boss
20:24.0
20:27.6
David salyers that chick-fil-a was the
one that took me up there so David it’s
20:27.6
20:32.1
still good great friends with a month
but it was there on a trip funded by
20:32.1
20:36.4
chick-fil-a where I feel like my career
trajectory changed and when I went to
20:36.4
20:40.6
the Cathy family and told them that they
were there like you know we hate to see
20:40.6
20:44.2
you go but we’re so thrilled that you
know you’re gonna go do this how about
20:44.2
20:49.3
that and and Dan Cathy the CEO the son
of Truitt he says that um that I won’t
20:49.3
20:55.2
long to go to that church so which is
great but unfortunately I have to work
20:55.2
20:59.8
on Sundays now before I was closed on
Sundays with chick-fil-a so but true was
20:59.8
21:03.8
fantastic Dan Bubba Trudy the whole
family Andrew the whole family’s just
21:03.8
21:08.8
been phenomenal well I’m sure glad you
made the move because I love what you’ve
21:08.8
21:12.1
created here in that church and and by
the way that’s where we’re doing the the
21:12.1
21:18.1
podcast today I am curious and you’ve
alluded to this earlier what are some of
21:18.1
21:23.6
the similarities and differences from
working for for-profit and nonprofit
21:23.6
21:27.9
there are a lot more similarities I
thought wow this is a really weird
21:27.9
21:32.2
career move and here we go I’m kind of
starting all over but what I discovered
21:32.2
21:37.1
Trace is you know what’s how over here
people and you know what they have they
21:37.1
21:42.1
pretty much have the same issues you
know good or bad and and people want to
21:42.1
21:46.9
be led and what I discovered is the the
being in the chick-fil-a culture kind of
21:46.9
21:50.7
being dipped in that culture and
leadership I’d suddenly realized oh I
21:50.7
21:55.6
could take what I learned and apply it
over here at Buckhead Church and sure
21:55.6
21:58.6
it’s different ensure the church is in a
business but we do have to pay the light
21:58.6
22:03.8
bills we do have to have encouraging
conversations great staff meetings we
22:03.8
22:06.6
have to have challenging conversations
just like you would have to have in the
22:06.6
22:11.3
business world you actually have to look
at a P&L and go do we have enough money
22:11.3
22:15.0
to keep going we’re it worth
worse than death the budget and all that
22:15.0
22:18.7
you have to have strategy and you do
have to have clear vision and clear
22:18.7
22:22.8
messaging and you need to help people
you know answer the question what is the
22:22.8
22:26.5
problem we’ve been gathered together to
solve every business every organization
22:26.5
22:31.8
I think needs to say what what are we
solving here for the people that were
22:31.8
22:35.7
that we’re doing business with how can
we help their life but make it better
22:35.7
22:40.3
and so I began to discover oh my
goodness there’s so many similarities
22:40.3
22:44.7
here and I really do feel like if
business leaders can think like
22:44.7
22:47.8
nonprofits if you think about it from a
nonprofit standpoint we don’t have
22:47.8
22:50.9
anything to sell other than purpose
that’s the only thing that we have to
22:50.9
22:54.5
sell if you think about it now there’s
different things and all this kind of
22:54.5
22:59.3
stuff but ultimately you’re selling a
purpose I tell business leaders if you
22:59.3
23:04.3
can combine purpose with your purchase
then that’s a game changer don’t just
23:04.3
23:09.0
sell a product try to connect purpose to
that product in some form or fashion and
23:09.0
23:13.9
when you do that with every purchase you
have more purpose and with every purpose
23:13.9
23:17.3
you have more purchase because people
want to fund what we’re seeing in
23:17.3
23:20.9
marketing surveys right now is that
people want to do business with people
23:20.9
23:24.6
that they think are doing good for the
world and that doesn’t have to mean that
23:24.6
23:28.6
I mean doing good for the world can be
running a very successful business when
23:28.6
23:32.0
you hire people you have a great culture
and you treat people well that could be
23:32.0
23:36.3
in of itself just remarkable so I
discovered that there’s a lot of
23:36.3
23:41.2
similarities on both and if you could
connect profit and purpose and bake
23:41.2
23:45.7
those together that’s a powerful thing
so I tell business leaders if you could
23:45.7
23:49.7
think like a nonprofit leader and the
only thing that you have to sell is
23:49.7
23:53.2
vision and purpose then when you do have
a really good product
23:53.2
23:56.5
man that’s a powerful thing to have you
got a really good product or a really
23:56.5
24:00.2
good service and oh by the way our
purpose is really clear and compelling
24:00.2
24:06.2
and that’s what I discovered is that
there’s value and thinking in both ways
24:06.2
24:08.9
I was talking to this leader the other
day and he said you know I appreciate
24:08.9
24:12.3
you saying this Jeff but I mean honestly
I’m not sure what their nonprofit world
24:12.3
24:15.4
can help teach business leaders and I
said well let me ask you a question I
24:15.4
24:20.4
said how many of your employees do you
pay he goes what are you talking about
24:20.4
24:24.4
okay so you pay all of your employees
alright so let me tell you what happens
24:24.4
24:28.5
in my world every Sunday
hundreds of people show up at our church
24:28.5
24:33.0
and if they don’t show up like you Trace
if you don’t show up and the hundreds
24:33.0
24:36.7
don’t show up then the whole thing falls
apart and you know what we’re paying
24:36.7
24:40.5
them in we’re paying them in coffee and
doughnuts and t-shirts that’s it
24:40.5
24:45.1
we do get a lot of teachers you do get a
lot of t-shirts this se4 going at but so
24:45.1
24:49.8
I told him I sent it if that’s it and he
thought wow I haven’t thought about it I
24:49.8
24:54.5
said so it do you think your employees
would show up if you didn’t pay them any
24:54.5
24:58.2
goes well no and I said well you need to
think what would and I’m not saying you
24:58.2
25:02.0
shouldn’t pay your employees what I’m
saying is they’ve got to understand that
25:02.0
25:05.6
there’s a purpose waiting for them in
the office and if not they’re just gonna
25:05.6
25:10.5
hit the snooze button and if you can pay
them and give them a purpose and that’s
25:10.5
25:14.2
gonna elevate you to a different level
because a lot of businesses compete on
25:14.2
25:19.2
price totally understand that but when
you compete on purpose your margins grow
25:19.2
25:23.6
because when you compete on price at
some point those margins get razor thin
25:23.6
25:26.6
and I’m not saying we shouldn’t have
competitive pricing but I’m saying at
25:26.6
25:30.7
the end of the day if there’s a larger
purpose and if it’s a clarifying purpose
25:30.7
25:34.8
and if it’s an inspiring purpose and
this isn’t some pastor saying this we’re
25:34.8
25:39.0
seeing research that says this that
people are willing to spend more for a
25:39.0
25:43.7
company that they believe in and and
honestly I think this is good news it
25:43.7
25:48.3
could be alarming the younger you go in
terms of research right now Millennials
25:48.3
25:51.9
Gen Z they are walking away from
companies that are just doing business
25:51.9
25:56.1
for business sake they’ve got to give me
a bigger purpose than just business
25:56.1
26:00.7
because once a competitor comes onto the
market and then I’m gonna go with them
26:00.7
26:04.4
if they have a compelling purpose and so
that’s one of the reasons I wrote the
26:04.4
26:08.0
book is because I discovered oh my
goodness there’s this thing that both
26:08.0
26:12.6
sides for-profit and nonprofit could
learn from and leverage because I do
26:12.6
26:20.2
think we need more healthy growing
thriving businesses and organizations as
26:20.2
26:24.8
you’re speaking I keep thinking of Simon
cynics start with why and I believe he
26:24.8
26:29.9
calls that the golden circle and how
when when people understand the why
26:29.9
26:35.1
behind why you’re doing something that
creates the purpose that sure you’re
26:35.1
26:38.4
speaking of and you know now’s a great
time to find
26:38.4
26:41.5
that I don’t get paid as a volunteer so
thanks for telling me that we’re all
26:41.5
26:46.4
learning together here only you
everybody but but no you’re right I mean
26:46.4
26:52.4
I look forward to what I do every Sunday
because of the purpose why not translate
26:52.4
26:58.6
that into our business and get our team
as excited as I am to be here on Sunday
26:58.6
27:04.4
and by the way you also get paid for
that so I love that idea and no I
27:04.4
27:07.2
totally agree with you and I think part
of the challenge for organizations is
27:07.2
27:11.2
they need to start with why I totally
agree with that but they probably may be
27:11.2
27:14.8
more challenging is you need to stay
with why leaders are repeaters you got
27:14.8
27:18.7
to say it over and over and over again
because if you go on a you know two-day
27:18.7
27:21.9
retreat you come back with your mission
statement and you say it at an inspiring
27:21.9
27:26.2
staff meeting and you’re you’ve started
with why that’s awesome but if you’re
27:26.2
27:29.8
growing and you’re adding more people
and they weren’t here when you came back
27:29.8
27:34.8
from the retreat they don’t know I mean
so how is your vision how is it staying
27:34.8
27:39.4
relevant day in and day out and so you
got to stay with why you got to say it
27:39.4
27:43.3
over and over and over again and what I
what I’ve experienced there’s a lot of
27:43.3
27:47.0
leaders talk themselves out of this
because they think heaven I’ve already
27:47.0
27:50.9
said this once I mean do I need to keep
repeating this over and over and over
27:50.9
27:55.1
again and absolutely cuz vision rarely
repeated is quickly forgotten because
27:55.1
27:58.8
we’re just so busy so you got to stay on
message you got to stay on Y for sure
27:58.8
28:04.1
would you go to chick-fil-a there’s a
certain phrase that they reply when you
28:04.1
28:10.1
say thank you and they’re known for that
now that took a lot of repeating you
28:10.1
28:13.5
were there when that happened you mind
telling that story yes the true it went
28:13.5
28:18.2
to the ritz-carlton and said thank you
and they said not your welcome they said
28:18.2
28:22.0
my pleasure and he thought wow we could
take that borrow it
28:22.0
28:28.3
and then they won’t charges you know
this is free you know so again I think a
28:28.3
28:32.2
lot of times we think we have to be
creative if we had bigger budgets and
28:32.2
28:35.7
here’s a great idea
one of the things that chick-fil-a is
28:35.7
28:39.1
known for that really didn’t cost
anything true just picked it up from
28:39.1
28:43.3
somebody else but we’re at the corporate
convention he has us all stand up he
28:43.3
28:49.0
says thank you we say my pleasure about
it and he gets home goes to store orders
28:49.0
28:52.2
the chicken sandwich that he created and
says thank you
28:52.2
28:55.3
and the team member behind the counter
says you’re welcome and so from Truett
28:55.3
28:58.2
standpoint he didn’t get angry to get
matted and firing about it he just knew
28:58.2
29:01.3
you know if you’re gonna you’re gonna
implement something like this it’s going
29:01.3
29:06.5
to take time I love what my friend David
Salyer says that a program starts big
29:06.5
29:11.5
and dies quickly like this is gonna be
amazing but a movement starts small any
29:11.5
29:15.3
big movement in the world in history has
started really small but it’s grown over
29:15.3
29:19.4
time and so that’s part of that that’s
part of the challenge years hey I really
29:19.4
29:22.4
want this to stick into the fabric of
our culture so I’m just gonna say it
29:22.4
29:27.3
over and over and over again so the
organization has videos of Truitt’s
29:27.3
29:33.6
saying this eight years of my pleasure
eight years of at these conventions just
29:33.6
29:37.7
saying it over and over again and so it
just began to sink in so anytime I go to
29:37.7
29:42.9
chick-fil-a and anytime I say thank you
Trace and I hear my pleasure ask myself
29:42.9
29:49.9
and my staying on message am i staying
with why as much as true it did because
29:49.9
29:55.1
it’s going to take more than one
inspiring speech typically unless you’re
29:55.1
29:59.0
Martin Luther King jr. not many of us
are that great of a communicator like he
29:59.0
30:03.5
was so so you got to stay on the why you
got to clarify the why you have to stay
30:03.5
30:08.6
on the why what is some advice that you
have for business owners that they feel
30:08.6
30:13.5
that they’ve said it over and over and
over again and Greta it’s probably not
30:13.5
30:18.5
eight years like you just described but
what do they need to know to be
30:18.5
30:22.2
motivated that they need to keep saying
it they need to keep that message in
30:22.2
30:27.4
front of everybody I ask leaders to do a
vision inventory and so what that is
30:27.4
30:31.4
just walking around and basically ask
the question one of the questions we ask
30:31.4
30:34.9
in the book what do you what do you
think we’re known for what do you think
30:34.9
30:39.7
we’re known for and then what do you
think we should be known for and I think
30:39.7
30:45.6
it’s helpful to see what kind of answers
you have because if people have
30:45.6
30:50.1
differing answers to those questions in
the office space there’s a problem with
30:50.1
30:53.4
that because if there’s confusion in the
office space there will be confusion in
30:53.4
30:56.8
the marketplace if the team doesn’t
understand what we want to be known for
30:56.8
31:01.8
and what we are known for the customers
won’t as by any stretch
31:01.8
31:04.7
because if there’s confusion with the
team there we confusion with
31:04.7
31:08.9
customers so I think asking what is it
what is our vision what is the problem
31:08.9
31:12.9
we’ve been gathered together to solve
what are we known for what do we want to
31:12.9
31:17.7
be known for and just start taking a
mental note I actually think you could
31:17.7
31:21.2
you know just send these questions out
and just say can you do an informal
31:21.2
31:25.3
survey we actually have a survey that’s
an access to the book that helps
31:25.3
31:30.5
organizations do just that but if you
ask these questions and you’re getting
31:30.5
31:35.5
the same answer that’s awesome
you’ve got unity you get clarity and the
31:35.5
31:39.0
team knows where they’re going but at
the same time you got to just keep
31:39.0
31:43.5
pressing the gas pedal forward an
example with this it would be when I
31:43.5
31:47.6
worked at chick-fil-a I represented the
corporate chick-flick corporate with the
31:47.6
31:50.7
Atlanta market all the Atlanta operators
our biggest market there our hometown
31:50.7
31:55.8
and I got a question one day from one of
the operators that represented the
31:55.8
32:00.5
Atlanta co-op which is a collection of
the operators you know Anna hey how much
32:00.5
32:04.0
longer are we gonna do this cow campaign
because asn’t it hasn’t everybody
32:04.0
32:08.1
already heard this now and that’s a good
question because the cow campaign eat
32:08.1
32:11.4
more chicken is actually in the
advertising Hall of Fame so it’s a very
32:11.4
32:16.3
cutting edge breakthrough you know it’s
great campaign and so that was a very
32:16.3
32:19.2
valid question so we actually did
research they’ve been in ten years in
32:19.2
32:24.3
chick-fil-a’s hometown you know very
well-received campaign and even after
32:24.3
32:28.4
that we were beginning to notice that it
was only barely starting to register in
32:28.4
32:33.4
the minds of the consumers in Atlanta
really yeah and the reason for that is
32:33.4
32:38.3
we’re bombarded with messages all day
long so if I go to work every day and I
32:38.3
32:43.2
got a cation and I’m in a you know a
restaurant and all I see or cow cow cow
32:43.2
32:48.3
eat more chicken we’re gonna assume
everyone has heard this in our world
32:48.3
32:52.2
everyone we could be easy to think in
the arc County in Gwinnett County
32:52.2
32:57.0
everybody’s heard going that a fork
Lynette that isn’t is a hot truth there
32:57.0
33:00.8
are people in Atlanta to this day if
still not heard eat more chicken in the
33:00.8
33:04.5
cows and so just going to have a
billboard and t-shirts and all that
33:04.5
33:08.3
doesn’t mean that people are paying
attention to it so for me that was just
33:08.3
33:13.3
a great reminder that because I’m in
this so often and go to work every day
33:13.3
33:18.2
with this or back in those days I have a
cation and
33:18.2
33:21.5
around anymore chicken I just assume
everybody sees what I’m seeing that’s
33:21.5
33:26.9
not true that’s not the case so
understanding and putting yourself in
33:26.9
33:30.8
conversations with people that don’t go
to your church you’re not a customer
33:30.8
33:34.7
with your business don’t understand your
industry that’s helpful if you’re trying
33:34.7
33:39.0
to reach those people what do you think
and so I think to your question asking
33:39.0
33:43.3
your team what do you think we’re known
for why do you think we’re here that’s
33:43.3
33:48.4
vision inventory and you need to get to
the answers to those questions that’s
33:48.4
33:52.9
great advice
you mentioned the hashtag for our church
33:52.9
33:58.1
for Gwinnett when the building that
we’re in right now opened you didn’t put
33:58.1
34:03.0
when that church coming soon you put out
front hashtag for Gwinnett and that
34:03.0
34:08.5
created a tremendous buzz I’m curious
how did you come up with that and then
34:08.5
34:12.6
what did that do after you put that out
there look the first thing we did is we
34:12.6
34:15.5
asked those two questions because I want
one of these I want to tell your
34:15.5
34:18.6
listeners is I’m not asking you to do
anything that I haven’t already tried to
34:18.6
34:24.5
do or trying to do and that was what do
we want to be known for and what are we
34:24.5
34:29.9
known for and if I can talk language for
just a moment go right ahead
34:29.9
34:33.5
that when we asked that about our church
we weren’t even nobody knew anything
34:33.5
34:37.6
about us because we didn’t we didn’t
really have a name I mean we we did but
34:37.6
34:42.5
it was finding these early early start
updates which I love and so we said well
34:42.5
34:46.5
nobody does anything about us so what is
the church known for and so someone said
34:46.5
34:50.3
well many people are more familiar with
what the church is against rather than
34:50.3
34:53.7
what the church is for and we all just
kind of looked at each other and thought
34:53.7
34:59.8
wow that’s both sad and an opportunity
and then I asked what do we want to be
34:59.8
35:02.9
known for and that’s that’s when
everybody starts and we should be known
35:02.9
35:09.5
for being for Quinet kids and for Quinet
businesses and for when schools and so
35:09.5
35:12.7
that’s when for Gwinnett was born in
mine I mean I don’t want us to close
35:12.7
35:16.3
down but my vision would be if we
decided to close the church down in a
35:16.3
35:20.1
few years and sold the property and gave
all the money a right way to nonprofits
35:20.1
35:24.4
I would love for the community to rise
up and go no you can’t close down if you
35:24.4
35:28.8
closed down we don’t go to your church
but if you closed down our community
35:28.8
35:33.7
will suffer and that’s the goal for me
is to be a bright light to the community
35:33.7
35:38.2
so that’s where foregoing came up but I
knew that for many people if the first
35:38.2
35:43.1
impressions are really important and any
time you get bulldozers out in a
35:43.1
35:46.8
brand-new piece of property that’s you
know being built people are asking what
35:46.8
35:49.5
is it and when they saw that work Church
they would immediately think that’s not
35:49.5
35:54.8
for me and so I wanted to create our
very first impression to say this is for
35:54.8
35:59.6
you you belong here and even if they
didn’t know what it was and so the
35:59.6
36:04.0
hashtag for going that was an
opportunity for people to we started
36:04.0
36:08.0
seeing them post on on Twitter Facebook
like what is this does anybody know what
36:08.0
36:12.3
this is gonna be in that mystery
actually created some conversations and
36:12.3
36:15.6
and I got some you know some internal
feedback which I totally understand
36:15.6
36:19.5
which is great questions such as hey how
are they gonna know this is a church I
36:19.5
36:25.2
mean you’re being kind of ambiguous and
my response was exactly and all of that
36:25.2
36:29.8
is my intention I want to be ambiguous
at least in the first part of this
36:29.8
36:33.3
because when we’re trying to do I’m sure
I’m not trying to deceive anyone I’m
36:33.3
36:38.1
trying to tell everyone we’re building
something for you if you grew up in
36:38.1
36:41.9
church that’s great if you didn’t grow
up in church if you have a bad feeling
36:41.9
36:45.5
about Church that’s okay
this place is ultimately going to be for
36:45.5
36:50.3
you in some form or fashion and so then
we gave just a handful of volunteers
36:50.3
36:54.2
more than that just t-shirts and just
said just wear these out and when people
36:54.2
36:58.2
ask you what is for one and what are
they building up there tell them it’s a
36:58.2
37:01.7
church but many people are more familiar
with what the church is against we want
37:01.7
37:04.7
to be known for what were four or four
here and those statements really in the
37:04.7
37:09.3
early days Trace really started growing
and building our church and the thing I
37:09.3
37:12.3
love about it is it’s it’s it’s an
opportunity for us to discover what does
37:12.3
37:16.8
for wouldn’t really mean and so that’s
it’s been so powerful and eventually we
37:16.8
37:20.3
had to put up a sign that said here’s
going at shirts cuz you know once we’ve
37:20.3
37:23.9
launched here it’s like where is this
you know and we’re still having some you
37:23.9
37:26.6
know some directional issues with Google
trying to figure out where is this
37:26.6
37:30.5
church so so we need to eventually we
knew eventually I’d have to say going at
37:30.5
37:35.3
church but that first impression we
wanted it to be more inclusive to go hey
37:35.3
37:40.7
this is this is for everyone and and so
that’s where that started but creating
37:40.7
37:45.4
an opportunity for customers or
potential customers or potential
37:45.4
37:50.4
but true supposed to go hey what is that
what does that mean that creates an
37:50.4
37:54.9
opportunity to have a conversation and
what we wanted to do was not shout at
37:54.9
37:59.6
people when that church is coming soon
we want to have a conversation with
37:59.6
38:05.1
people I think the days of shouting at
people they’re still there but they’re
38:05.1
38:08.9
becoming less effective there’s a shift
happening in marketing there’s a shift
38:08.9
38:14.6
happening in advertising and it’s hey
the focus should be on you not us we’re
38:14.6
38:18.5
here for you so let’s talk about you and
let’s talk about how we can help you and
38:18.5
38:23.4
that’s kind of where all that was trying
to play into you do a great job of
38:23.4
38:29.4
setting us up to change how we market
right now social media has always
38:29.4
38:33.0
confused me I know several listeners out
there feel the same way
38:33.0
38:37.6
and you think I’ve got these where’s
these consumers out there can use these
38:37.6
38:41.8
wares I need to educate them about the
wares and you say there’s a better way
38:41.8
38:48.0
how should we be using social media I
think Trace many organizations if not
38:48.0
38:52.5
most but I’ll just stick with many I
think many organizations forget the
38:52.5
38:55.8
social and social media
what they’re doing is digital media hey
38:55.8
39:00.0
here’s our product here’s what we’re
doing look how great we are should we do
39:00.0
39:01.9
that
absolutely I’m not saying you shouldn’t
39:01.9
39:06.6
do that what I’m saying though is that
there should be a balance so I let’s
39:06.6
39:08.7
pick on church leaders
I’ll tell church leaders let’s go to
39:08.7
39:13.6
Instagram your Instagram page of your
church and let’s count how many posts of
39:13.6
39:17.8
the last ten posts are about the church
and how many are about the people you’re
39:17.8
39:21.4
trying to serve and highlighting your
community and typically it’s nine out of
39:21.4
39:26.4
10 or 10 out of 10 are about the church
we got a new sermon series coming up we
39:26.4
39:29.3
got a great kids ministry all that
should you should you share that
39:29.3
39:32.7
absolutely that’s part of how you are
for your community but there needs to be
39:32.7
39:36.9
a balance so one of things we do is we
do something called for one at Friday
39:36.9
39:41.1
where we just highlight local businesses
and it’s not necessarily businesses of
39:41.1
39:44.8
people that go here it’s just we believe
one of the best things we can do for our
39:44.8
39:49.5
community is to help businesses grow and
that’s one of the things that we that we
39:49.5
39:54.1
do but a sports analogy to kind of share
with you what I’m thinking about and I
39:54.1
39:57.9
think in old-school marketing basically
if you think of a stadium the business
39:57.9
40:00.7
is on the field
trying to score touchdown and they want
40:00.7
40:04.2
the customers in the fans in the stands
that’s cheering them on as raving fans
40:04.2
40:08.5
that’s okay I think where the game is
going is you need to flip the script
40:08.5
40:12.5
that you need to put the customer on the
field and the business or organization
40:12.5
40:15.9
or the team needs to be in the stands
and they need to be cheering that
40:15.9
40:20.7
customer on and saying way to go way to
go way to go we see we notice you we’re
40:20.7
40:27.6
here for you and that’s what social
media can do it’s about shifting the
40:27.6
40:32.7
spotlight from the business to the
customer and saying hey we see you we
40:32.7
40:37.9
notice you we’re here for you so an
example of that is if when I was
40:37.9
40:41.6
explaining this to a friend of mine who
leads a large nonprofit organization
40:41.6
40:45.0
doing the incredible work she said oh I
think I know what you’re talking about
40:45.0
40:50.8
so the other day I’m a big Starbucks fan
so I posted a picture of my Starbucks
40:50.8
40:56.6
mug at Starbucks and tagged them and
Starbucks commented back to me and said
40:56.6
41:00.8
thank you we’re so grateful for you
thanks for being a customer well I was
41:00.8
41:06.0
so amazed that Starbucks commented back
to me so I took a screenshot and sent it
41:06.0
41:09.4
to all my friends and I said so okay
here’s my question
41:09.4
41:14.8
what other Starbucks post on Instagram
when they’re posting on their page have
41:14.8
41:19.2
you took a screenshot of and sent it to
your friends and she said oh I’ve never
41:19.2
41:25.7
done that before and I said that’s what
I’m talking about so this whole idea of
41:25.7
41:32.5
less post and more dialogue is really
really important now what happens is
41:32.5
41:35.4
business leaders will go I don’t know
how to scale that well there’s a way to
41:35.4
41:39.0
scale that but let’s just say it from
this standpoint I love what Andy Stanley
41:39.0
41:42.4
says when he says do for one what you
wish you could do for everyone if you’re
41:42.4
41:46.9
starbucks you might not be able to like
every Instagram post there’s a way to do
41:46.9
41:50.8
that by the way and you may not have a
dialog with every customer but don’t let
41:50.8
41:55.0
that stop you from having dialogue with
some customers at least on a daily basis
41:55.0
41:59.2
and so part of our challenge around here
is that we want to try to comment on a
41:59.2
42:03.5
few posts every day and like if you post
every day not just from the going at
42:03.5
42:08.4
church Instagram page but from our
team’s perspective as well and that
42:08.4
42:12.4
allows a company that’s growing if your
business is growing too
42:12.4
42:17.3
small because the more personable you
are the more remarkable you’ll be in the
42:17.3
42:22.9
biggest biggest missed opportunity right
now for especially large brands is
42:22.9
42:26.9
they’re not engaging their social media
followers what they’re doing is they’re
42:26.9
42:32.0
just shouting at how great their their
company is but I was with a large
42:32.0
42:36.4
multi-billion dollar brand the other day
and they had 700,000 followers on their
42:36.4
42:39.7
Instagram page and I said it’s not just
700,000 followers
42:39.7
42:45.6
it’s 700,000 followers times how many
followers they have that’s your
42:45.6
42:51.1
potential influence and if you can get
them to talk about your business then
42:51.1
42:54.8
you’re reaching people that they have
influence with and the reason that’s
42:54.8
42:59.6
important is a business is no longer
what it tells customers it is a business
42:59.6
43:03.0
is what customers tell other customers
it is that’s where the game is going
43:03.0
43:07.6
that’s positive word-of-mouth
advertising so I just don’t think
43:07.6
43:11.8
businesses are leveraging the social in
social media and so that’s one of the
43:11.8
43:15.4
reasons I wrote the book as well because
I get some specific strategies about how
43:15.4
43:21.1
to do that but the biggest is you’ve got
to shift the spotlight from how great we
43:21.1
43:24.7
are and we’re better than our
competition I understand that and I’m
43:24.7
43:29.4
not saying that’s wrong I’m just saying
that’s going to have a less effect
43:29.4
43:34.3
impact for your business going forward
we’re already seeing this shift
43:34.3
43:38.2
happening I was with a
telecommunications industry the other
43:38.2
43:43.4
day you know the mobile phone industry
and all that and it’s all about how much
43:43.4
43:47.9
better we are than our competitors and I
had to tell them that’s not surprising
43:47.9
43:52.1
information to us it’s not surprising
information that you think you’re better
43:52.1
43:57.3
than your competitor we don’t really
care we want to know is how can you help
43:57.3
44:02.4
my life and that’s why I feel like if I
was I like for one day to work for
44:02.4
44:07.0
Sprint or Verizon or AT&T or whomever
because we are in the biggest
44:07.0
44:12.7
technological or communication change in
generations but we’re noticing that in
44:12.7
44:18.6
2011 2012 there was a huge spike in
anxiety of nine teenagers and
44:18.6
44:24.5
sociologists are saying we think we can
figure why that happened in 2012 it was
44:24.5
44:28.0
the rise of smartphones
and this isn’t a diatribe against
44:28.0
44:32.3
technology but this is a massive issue
that we’re only beginning to understand
44:32.3
44:36.0
that grips off a friend of mine this
morning his teenage daughter is in the
44:36.0
44:41.2
hospital suffering from chest pains from
a panic attack part of that my hunch
44:41.2
44:44.6
would be you’re gonna be tracing this
back to something that’s going on with
44:44.6
44:51.6
smartphones no three dots tell you that
is I think advertising could talk about
44:51.6
44:56.5
that to say hey you know what as
communications company we’re gonna help
44:56.5
45:01.7
you with your teenagers to avoid anxiety
and depression we’re gonna give you some
45:01.7
45:07.3
tips about how to lead in a high
technology world and if you do that as a
45:07.3
45:11.0
business you’re showing me that you are
for me as a parent and I’m going to
45:11.0
45:15.9
return the favor I don’t care if it’s a
few dollars more I’ll be for you I say
45:15.9
45:20.7
all that to say and we’re gonna have to
show people how we’re for them and if
45:20.7
45:27.0
not there will be a competitor that will
come in and do that so that’s why with
45:27.0
45:31.9
social media there’s a huge opportunity
to get more personable you become more
45:31.9
45:37.6
remarkable and you talk to people on a
really personal level I love how you
45:37.6
45:43.0
started out what you said that so many
people don’t look outside of the box
45:43.0
45:47.2
because they can’t do it for everybody
oh we can’t be fair across the board so
45:47.2
45:51.2
we’re just not going to look for
different ways what’s a good way to get
45:51.2
45:56.3
over that well I give me a great example
like how are we gonna are we gonna make
45:56.3
46:01.0
some businesses mad by not doing
featuring them on 4/20 Friday well for
46:01.0
46:06.7
me I’m thinking we can’t highlight every
business but hey we may get to you down
46:06.7
46:10.5
the road it’s one every Friday it’s one
every Friday it’s one every Friday and
46:10.5
46:14.7
so I think it’s the consistency effect
this is another important social media
46:14.7
46:20.8
tool consistency is key being consistent
and having a consistent presence yes
46:20.8
46:24.4
again you do need to post about your
products you do need to post about what
46:24.4
46:27.9
you’re doing but you also need to
dialogue and engage with customers on a
46:27.9
46:32.1
regular frequent basis and this is why I
think a lot of organizations make a
46:32.1
46:36.7
mistake by putting social media in the
advertising department and so as a
46:36.7
46:40.9
result social media is tree
as advertising that’s not what this is
46:40.9
46:45.2
this is customer engagement and it’s not
customer service customer service if I
46:45.2
46:49.8
can pick on my former world my waffle
fries were cold I want y’all to know
46:49.8
46:53.8
about that can I get some free waffle oh
I’m so sorry yes here’s hot fresh waffle
46:53.8
46:57.0
fries or come in and we’ll give you you
know free coupon for the next visit and
46:57.0
47:01.0
that’s the expectation absolutely
that’s customer service customer
47:01.0
47:06.3
engagement give me an example let’s take
Home Depot Home Depot hundreds of
47:06.3
47:09.6
thousands of followers but that was with
them recently I said let me show you one
47:09.6
47:13.2
of your followers her name is Dana Dana
just got engaged by the way she’s
47:13.2
47:17.6
following you Home Depot so this is
pretty cool she just got engaged if you
47:17.6
47:21.9
went on her platform and said Dana
congratulations from your friends at
47:21.9
47:26.6
Home Depot and your engagement she would
notice that but let’s go six months into
47:26.6
47:29.6
the future she’s married she and her
husband wake up one Saturday morning
47:29.6
47:32.3
they hate their kitchen floor they’re
like let’s do something different
47:32.3
47:35.1
we’re driving down the road they got
Lowe’s on one side of Home Depot and the
47:35.1
47:39.4
other do you think that conversation
would would put bubble up absolutely
47:39.4
47:44.3
because the more personable the or the
more remarkably be home depot wished us
47:44.3
47:48.5
congratulations on our engagement we’re
gonna trend toward the right and go
47:48.5
47:53.5
orange instead of blue and so that’s
where this is going but you you can’t
47:53.5
47:59.5
talk yourself out of going I can’t like
every you know 700,000 followers you can
47:59.5
48:04.4
engage a little bit it’s those
personable Wow moments and I that’s why
48:04.4
48:08.8
a lot of the former CEO of Home Depot
Frank Blake he would write thank-you
48:08.8
48:14.1
notes to his associates and his tours he
couldn’t write off you know thousands of
48:14.1
48:19.2
them but he would write enough thank-you
notes every week that it began to total
48:19.2
48:23.9
up over time that’s the power of
consistency and you’re huge on thank-you
48:23.9
48:28.7
notes I’ve actually received one from
you and I tell you the the feeling that
48:28.7
48:35.1
I got when I read that I still have it I
don’t have the ad or anything else that
48:35.1
48:41.9
came from Home Depot but so many people
don’t put pen to paper anymore when you
48:41.9
48:46.2
get something like that you realize
somebody did take some extra time and
48:46.2
48:49.7
you mailed it you put a stamp on it you
took it to the post office you
48:49.7
48:54.4
mention about thank you notes in your
book I’m assuming you have a system for
48:54.4
48:57.8
that can you tell us a little bit about
that absolutely because it you can’t
48:57.8
49:01.5
leave it to get intentions I need to
have a you know I need to write more
49:01.5
49:05.4
thank-you notes there needs to be a
system and so I have a system there’s
49:05.4
49:09.8
some notes right here that are with me
there are notes in my glove compartment
49:09.8
49:15.7
there are notes in here in my bags so
that I’m at a restaurant and the
49:15.7
49:20.0
person’s late I’ve got I’ve got time to
write thank-you notes but my goal is to
49:20.0
49:25.1
write three thank-you notes a day five
days a week and I know I’m not perfect
49:25.1
49:28.8
with that know am I pretty good at that
yes you know why because I have a system
49:28.8
49:32.4
and I have a goal and I’m not leaving
myself – I need to get around to this
49:32.4
49:36.0
somewhere I mean these these notes or I
have to put these notes that are in this
49:36.0
49:41.4
bag here in my in my bag as a reminder
did I get to these today or did I not
49:41.4
49:47.7
now Frank Blake is like the Michael
Jordan of thank-you notes because he
49:47.7
49:53.3
would write a hundred a hundred a week
and and I really if you look at his
49:53.3
49:57.0
tenure at Home Depot
home depot was in a tough situation they
49:57.0
50:00.9
had fired their board their CEO the
board did they tapped Frank to be the
50:00.9
50:05.1
CEO if you were to ask Frank which I did
it’s in the book what was one of the
50:05.1
50:07.9
most important things you did to lead
that turnaround he would say think he
50:07.9
50:11.5
knows and you know there’s part of me
maybe it’s just me I’m like there’s got
50:11.5
50:14.7
to be something more than that and sure
there were but Frank is saying no this
50:14.7
50:19.9
was one of the most important things and
he said if you will appreciate people
50:19.9
50:24.1
they will rise to that level of
appreciation they’ll just do more and
50:24.1
50:27.6
it’s not an in a manipulative way
because what you’re doing is you’re
50:27.6
50:32.4
genuinely thanking people for something
they did it’s not Trace your breathing
50:32.4
50:36.4
way to go that’s awesome
it’s Trace I heard this story about you
50:36.4
50:40.5
and you did this and it got back to me
actually which is phenomenal people are
50:40.5
50:44.0
talking about you hey here’s good news
people are talking about you in a really
50:44.0
50:49.1
good way and here’s the story I heard so
Frank would actually he set up a system
50:49.1
50:52.5
he would have the different regions Home
Depot regions collect stories and send
50:52.5
50:56.1
them to him and then he would spend
Sunday afternoon writing these notes and
50:56.1
50:59.6
my favorite Frank like story is he was
in a store one time and a Home Depot
50:59.6
51:03.4
associate came up and said mr. Blake I
got a note from
51:03.4
51:07.5
thank you so much but could you write me
another one and he said well sure but
51:07.5
51:11.0
why do you need to know the one and he
said well when I got your note my wife
51:11.0
51:16.9
and my friends when I showed it to them
pause you get to your point Trace he he
51:16.9
51:21.6
didn’t just throw the note in the trash
he’s now showing it to his friends they
51:21.6
51:26.0
said this can’t be real you didn’t
really get enough from the CEO of Home
51:26.0
51:30.9
Depot and if you put the note under
water the ink will not run because it’s
51:30.9
51:35.0
computer-generated he didn’t really
write you which these have to be you
51:35.0
51:38.3
know some pretty negative people have in
his life right so so he goes oh you’re
51:38.3
51:41.4
probably right because how could the
Home Depot CEO actually write me so he
51:41.4
51:46.5
puts the note under water the good news
is the ink ran the bad news is the ink
51:46.5
51:49.5
ran in it ruined the note that’s why I
was saying could you write me another
51:49.5
51:54.4
one but the reason I share that story is
to me it’s kind of disheartening in the
51:54.4
51:58.9
sense that the bar is so low in
organizational life that when people see
51:58.9
52:04.5
a handwritten note from someone they
think oh that can’t possibly be true but
52:04.5
52:08.9
for for your listeners and leaders this
is a great opportunity
52:08.9
52:14.0
you don’t have to be a rocket scientist
necessarily if you’ll just increase the
52:14.0
52:18.6
letter the number of think he knows that
you’re maybe currently writing that’s
52:18.6
52:22.5
gonna have a profound impact now granted
getting a note from the CEO of Home
52:22.5
52:26.4
Depot if you working on depot that’s one
thing but let’s let’s not talk ourselves
52:26.4
52:31.1
out of encouraging people because
encouragement is never small when you’re
52:31.1
52:35.7
on the receiving end of it so I took my
kids and you know my son Cole hey if
52:35.7
52:39.9
y’all gonna yes you get grow older if
you’ll just show up on time and write
52:39.9
52:44.9
handwritten notes you’re gonna be fine
that’s gonna set you far above a lot of
52:44.9
52:49.0
folks you know so I just really
genuinely believe it’s not just thank
52:49.0
52:54.2
you notes thank you notes as a mechanism
of believing abundantly and appreciating
52:54.2
52:58.9
consistently which a lot of
organizations don’t do and that leads to
52:58.9
53:04.0
the culture that they’re creating so
let’s speak on culture because I’m sure
53:04.0
53:08.4
we have listeners today that are
thinking if my company started doing
53:08.4
53:12.5
this it would be fake because I don’t
feel that they’re for me
53:12.5
53:17.9
so for those listeners
what do they do because now they feel
53:17.9
53:21.7
helpless they’re working for a company
that might not feel that the companies
53:21.7
53:25.7
for them they want to feel that the
companies for the community and they
53:25.7
53:30.1
want to get this movement started what
can they do I think all great change
53:30.1
53:36.8
begins with you and me and us so waiting
on the change to happen usually means
53:36.8
53:40.7
the change won’t happen and I would try
to embody and be the change that you
53:40.7
53:46.1
want to be so I would start acting like
you wish your boss would act and if you
53:46.1
53:49.6
wanted to be encouragement and
encouraging if you wanted to do what
53:49.6
53:53.1
we’re talking about in terms of being
for others then you need to start and
53:53.1
53:59.0
you be the pioneer and you go forward
and you do it and I talked to a lot of
53:59.0
54:04.4
employees that would say I just
frustrated with my boss and and how do i
54:04.4
54:09.5
how do I get them to see things from my
perspective well one of the ways is you
54:09.5
54:15.3
embody how you want them to lead and how
you want them to serve and that’s I
54:15.3
54:21.4
think for us trying to live out and be
in the culture that we would want to
54:21.4
54:26.2
create be created at our organization I
mean you’re not you’ve got limited we
54:26.2
54:31.1
all have limited control but start
living this out in your own life and I
54:31.1
54:35.7
think what you’ll begin to discover is
people will be drawn to you because if
54:35.7
54:40.9
you’re living this out I think it’s
actually these two questions what do you
54:40.9
54:43.5
want to be known for and what are you
known for they’re not just growth
54:43.5
54:47.7
questions for organizations their growth
questions for our careers and for
54:47.7
54:53.4
ourselves you can actually ask those
questions personally what do I is Jeff
54:53.4
54:58.3
or what do you as Trace want to be known
for but the second question is not ours
54:58.3
55:01.9
to answer the second question is what
are we known for that’s when you go
55:01.9
55:05.3
around and ask the people that work with
us the people that do life with us hey
55:05.3
55:08.6
what’s Trace this is what Trace is he
wants to be known for is he really
55:08.6
55:12.2
living up to that and there’s going to
be a gap there’s a gap in any
55:12.2
55:16.2
organization there’s a gap in any person
but the gift of every day is trying to
55:16.2
55:20.0
shrink the gap between those two
questions so I would tell those that
55:20.0
55:24.8
would say my organizations I like that
okay great then here’s the cool news you
55:24.8
55:28.0
get to be the change agent and it gets
to start with you
55:28.0
55:33.3
or don’t do anything but I guarantee you
nothing will change if you don’t do
55:33.3
55:37.3
anything right and that’s the that’s the
tricky thing about organizational
55:37.3
55:42.2
culture culture is created by default or
by design if you say I don’t have the
55:42.2
55:46.7
time for it okay then that’s how you’re
creating your culture by default I don’t
55:46.7
55:50.2
have time for it and that’s you’re
creating your culture it’s it’s one
55:50.2
55:53.9
that’s not gonna be very healthy because
you don’t have your eye on it if you
55:53.9
55:58.3
create it by design and try to
intentionally create a culture that’s
55:58.3
56:02.3
for others it’s not going to be perfect
but it’s gonna be far better because
56:02.3
56:06.1
you’re very intentional about it and
that’s why I felt it was a stewardship
56:06.1
56:09.2
responsibility working at chick-fil-a
and out working at Northpoint Ministries
56:09.2
56:13.5
both are in their industries you know
what point was recently named the
56:13.5
56:16.8
largest church in America I don’t know
if that’s true or not but it’s a growing
56:16.8
56:21.5
church chick-fil-a will be over ten
billion dollars in sales this year what
56:21.5
56:26.2
I’ve discovered is that their cultures
were thriving and there’s a reason for
56:26.2
56:31.0
that they created them by design so what
I did in the book is I just kind of took
56:31.0
56:34.1
some best practices from both
organizations and from other people that
56:34.1
56:38.2
I’ve learned from Frank Blakely being
one Cheryl bought shelter the former CEO
56:38.2
56:42.0
of popeyes chicken being another and
others and said here’s what I learn from
56:42.0
56:47.0
them and I bet if we follow their lead
we will create a four culture that will
56:47.0
56:51.3
eventually flow to the customers and
here’s the final thing I’ll say on this
56:51.3
56:55.6
the customer is eventually treated like
the team is treated I mean they’ll pick
56:55.6
56:59.0
on a former restaurant industry
experience you go into a restaurant
56:59.0
57:02.8
let’s say quick service restaurant
that’s an example and you walk up to the
57:02.8
57:06.7
counter I can tell how the person behind
the counter is being treated because
57:06.7
57:09.8
it’s flowing right to me if they don’t
look at me in the eye if they treat me
57:09.8
57:13.6
like I’m bothering them that’s how
they’re being treated but if I get eye
57:13.6
57:19.4
contact if I get a smile if I get a my
pleasure if I get a hey how are you was
57:19.4
57:24.3
your visit satisfactory today I’m here
for you then that’s how he or she’s
57:24.3
57:29.1
being treated because you can’t have a
healthy customer culture with a
57:29.1
57:34.9
dysfunctional team culture it’s why in
the church world a lot of churches are
57:34.9
57:39.2
suffering the reason a lot of churches
are suffering is because those churches
57:39.2
57:44.3
are terrible places to work
and it’s just gonna float to the people
57:44.3
57:49.6
that come into the church it’s an it’s
an unquestioned reality of life the
57:49.6
57:53.0
customer will eventually be treated like
the team is treated so that’s why this
57:53.0
57:58.2
whole idea of being for the team is so
important but you can’t wait on the CEO
57:58.2
58:03.9
or the boss you got to lead it and you
got to go forth and I think once you do
58:03.9
58:07.3
you can help lead the way again yeah you
may may come to a point where you’re
58:07.3
58:10.7
like you know what I think I’m gonna
leave this organization cool now you’ve
58:10.7
58:15.6
taken steps to create your own culture
in this you may want to start your own
58:15.6
58:19.6
thing you get to lead the way in terms
of the culture that you want to create
58:19.6
58:23.8
so I wouldn’t wait on it I would go
ahead and be for others right now so you
58:23.8
58:28.5
say it’s up to us to close the gap what
are some strategies behind that yeah
58:28.5
58:32.6
every organization has an opportunity to
close the gap so there shouldn’t be any
58:32.6
58:38.2
alarm to reality hey we’re not a perfect
organization but I think once you rally
58:38.2
58:41.4
around these two questions you discover
that there’s four groups of people to be
58:41.4
58:45.1
four there’s four the customer there’s
four the team which we talked about
58:45.1
58:49.4
there’s four the community which is a
larger purpose like what are we doing to
58:49.4
58:52.9
help the community better but then
there’s this fourth one that I think
58:52.9
58:55.9
some sometimes may be a little bit
surprising but it’s for you the
58:55.9
59:01.8
organization it truly needs to be for
you and I need to make sure that I’m for
59:01.8
59:05.0
me which may sound a little
contradictory in the sense that I’m
59:05.0
59:08.3
saying we need to be for these other
three but then I’m also saying I need to
59:08.3
59:13.0
be for me what does that even mean well
here’s why this is important one of the
59:13.0
59:15.9
best gifts let’s just pick on me one of
the best gifts I can give going at
59:15.9
59:22.6
church and the team here is a healthy
rejuvenated and me and it inspired me if
59:22.6
59:27.0
I’m not inspired if I’m not emotionally
healthy if I’m not rested and
59:27.0
59:31.4
rejuvenated that will flow to the other
three in a negative way and I won’t be
59:31.4
59:37.2
the person or a leader I can potentially
be so I have to be for me and the
59:37.2
59:42.3
strategy I talk about in the book Trace
is to remain inspired not get inspired
59:42.3
59:46.6
that’s good that can come at a
conference or you go to an inspiring
59:46.6
59:50.8
movie that’s cool that’s great that has
a limited shelf life the goal is to
59:50.8
59:55.6
remain inspired so how do you remain
inspired well I give seven strategies
59:55.6
1:00:00.5
the book but one of those is to ask big
I ask big of someone and I think the
1:00:00.5
1:00:05.6
reason we shy away from asking big of
having these big requests is because
1:00:05.6
1:00:09.5
we’re pretty convinced that people are
gonna say no and what I’ve discovered
1:00:09.5
1:00:13.8
this is especially true in sales the
people that can push through the nose
1:00:13.8
1:00:19.6
are the most successful salespeople
because they don’t let them know stop
1:00:19.6
1:00:22.6
them from asking big now they may get
enough from this person but they’re
1:00:22.6
1:00:25.9
gonna keep asking and keep going
they’re not gonna out there they think
1:00:25.9
1:00:31.8
they’re just now they’re one step closer
to a yes with another customer and in
1:00:31.8
1:00:36.2
church world where I discovered this to
play out is you know we have to raise
1:00:36.2
1:00:42.6
money that’s if we don’t raise money
then everything falls apart especially
1:00:42.6
1:00:47.3
in the early days and there’s nothing to
point to other than just a dream and an
1:00:47.3
1:00:52.8
idea and a purpose so I had to sit down
with people on ask people for money
1:00:52.8
1:00:57.6
which is incredibly awkward and I’m not
good at it and I would talk myself out
1:00:57.6
1:01:01.4
of it because I was I would think well
you know I don’t know if they’re
1:01:01.4
1:01:06.0
interested or anything so I would
prevent people from even saying yes
1:01:06.0
1:01:11.2
because I wasn’t presenting the ask and
then I don’t know where this happened
1:01:11.2
1:01:17.5
but I just remember realizing my
responsibility is the ask their
1:01:17.5
1:01:22.6
responsibility is the answer and I’m not
going to talk them out of or not I’m
1:01:22.6
1:01:27.0
gonna talk myself out of giving them an
opportunity to say yes or no my
1:01:27.0
1:01:31.9
responsibilities is just to make the ask
so I would implore your listeners Trace
1:01:31.9
1:01:37.8
to keep asking big and yeah you’re gonna
get some nose but you’re gonna get some
1:01:37.8
1:01:42.8
incredible yeses and there’s this
commercial I cannot maybe it was for a
1:01:42.8
1:01:46.4
bank or something but this little kid
growing up and he kept asking me you
1:01:46.4
1:01:49.9
know they were giving one scoop he goes
hey can I get another and then he would
1:01:49.9
1:01:53.5
go and he’s hey can I get another you
know another bonus another way you just
1:01:53.5
1:01:58.9
kept asking and so I would encourage you
to ask big but your challenge is going
1:01:58.9
1:02:05.1
to be to keep pushing forward by making
those big requests and I mean I’ve
1:02:05.1
1:02:07.6
written people like Warren Buffett you
know would
1:02:07.6
1:02:11.3
meet with me and and Warren Buffett
wrote me a letter by I mean here’s the
1:02:11.3
1:02:15.4
like the richest man or the now the
third richest man in the world and now
1:02:15.4
1:02:21.3
he said dear Jeff no but I have a letter
from one of the richest men at one time
1:02:21.3
1:02:26.3
the richest man in the world and your
listeners you don’t so but there have
1:02:26.3
1:02:32.1
been requests I’ve made that I’ve gotten
yes for and so I I just want to be that
1:02:32.1
1:02:37.6
I’m gonna have lean on asking big versus
talking myself out of it because my
1:02:37.6
1:02:41.9
responsibility is to make the ask
they’re gonna answer however they want
1:02:41.9
1:02:45.2
to that’s cool if they say no totally
get it Who am I they don’t know who I am
1:02:45.2
1:02:48.7
that’s cool but I’m still gonna ask
because there are gonna be those times I
1:02:48.7
1:02:53.3
get some yeses I love that paradigm
shift because a lot of times we’re just
1:02:53.3
1:02:57.5
worried about what the answer is going
to be so we don’t we don’t ask yeah yeah
1:02:57.5
1:03:00.9
yeah I love that and of course if we
don’t ask we’re never going to get it
1:03:00.9
1:03:06.8
absolutely and so but you’ve got to
you’ve got to continue to be inspired
1:03:06.8
1:03:11.5
and to remain inspired and I think when
we when we start losing a little bit of
1:03:11.5
1:03:16.5
that inspiration our vision lowers and
then we go oh they would never or I’m
1:03:16.5
1:03:21.3
not even gonna ask where I’m not even
gonna bother them and I’m just not gonna
1:03:21.3
1:03:28.4
do that because what I’ve learned is if
I if I have a compelling purpose and why
1:03:28.4
1:03:32.5
to meet with them like if I wrote Warren
Buffett a note said I’m asking me for
1:03:32.5
1:03:35.7
money up and they’d never even heard
anything back but if I give them a
1:03:35.7
1:03:40.8
reason why I think I mean I did hear
back but I think when I have a part of
1:03:40.8
1:03:43.9
me that goes
I wonder if this can happen and I want
1:03:43.9
1:03:47.9
to keep that alive because you’re when
you’re asking big you’ve got two voices
1:03:47.9
1:03:52.1
going in your wow this would be really
cool if they say yes and then the other
1:03:52.1
1:03:55.8
voice is there’s not a chance this is
going to happen and typically that
1:03:55.8
1:04:01.4
there’s not a chance this is gonna
happen wins out and if that happens then
1:04:01.4
1:04:06.1
yes we’ll never get a yes because we’ve
not given them an opportunity to say no
1:04:06.1
1:04:12.2
I’m gonna give people an opportunity to
say no and that that invites rejection
1:04:12.2
1:04:18.0
but it also invites possibility well
again super fan of the book really
1:04:18.0
1:04:22.8
enjoyed reading that you do a great job
outlining all the things that we’re
1:04:22.8
1:04:27.8
talking about here and so many more it
had to have taken you a lot of time to
1:04:27.8
1:04:32.9
write what motivated you to write the
book it’s interesting about I don’t know
1:04:32.9
1:04:37.1
five or six years ago Trace I started
getting like one day I got a coffee mug
1:04:37.1
1:04:43.7
in the mail that said for Ontario and I
thought oh my goodness people in Canada
1:04:43.7
1:04:47.0
are noticing this and I started getting
t-shirts in the mail for South Carolina
1:04:47.0
1:04:51.9
and for Pittsburgh and people were
writing me notes saying hey we’re
1:04:51.9
1:04:55.7
watching what y’all are doing it’s
having a big impact on our church in our
1:04:55.7
1:04:59.3
community and I thought oh my goodness I
hope I’m not do anything wrong because
1:04:59.3
1:05:05.3
therefore they’re hurt eating it right
and and so then I was a friend of mine
1:05:05.3
1:05:10.9
Kerry newhoff who’s a pastor in Toronto
he was in South Dakota and he was
1:05:10.9
1:05:15.3
speaking at a community and there was a
big sign that said for the Pine Bluff
1:05:15.3
1:05:22.5
and our Saint font and all this and so
he texts me and carries Canadian so he
1:05:22.5
1:05:26.5
has to be nice but even in this text and
it was it was a nice text but he said
1:05:26.5
1:05:31.0
hey you’re not being a good steward of
this idea there are people all I got he
1:05:31.0
1:05:34.2
carries this international speaker
because I travel all over the place and
1:05:34.2
1:05:37.7
I see fur all over the place you’re not
being a good steward of this idea
1:05:37.7
1:05:42.9
because you’re not telling us how to do
this so these folks in Pine Bluff South
1:05:42.9
1:05:47.0
Dakota they’re trying to do this they’re
picking this up off Instagram or
1:05:47.0
1:05:50.0
Facebook but they really don’t know the
heartbeat behind why you’re doing this
1:05:50.0
1:05:55.2
so he kind of threw down the gauntlet
and said I’m challenging you to write a
1:05:55.2
1:05:58.8
book cuz you need to give us a resource
because cuz I know how to do that his
1:05:58.8
1:06:01.8
church was doing this in Toronto as well
because I know how to do this because
1:06:01.8
1:06:05.3
you’re one of my best friends the people
in Pine Bluff don’t know because they
1:06:05.3
1:06:08.7
don’t they don’t know who you are so he
challenged me and connected me with his
1:06:08.7
1:06:13.7
agent and so the good news is is that
I’ve been living this for so long it was
1:06:13.7
1:06:17.7
fairly I wouldn’t say that none of the
writing a book is never easy but but I
1:06:17.7
1:06:22.6
man had a goal 500 words a day five days
a week for eight weeks and that would
1:06:22.6
1:06:26.3
get me to my work goal but it was
because we were living it it was a
1:06:26.3
1:06:32.6
fairly easy book to write and some in
some respects and what’s been fun since
1:06:32.6
1:06:34.7
the book the books have only been out
for a while
1:06:34.7
1:06:39.0
so I have my cell phone in the back of
the book and every single day I get a
1:06:39.0
1:06:43.1
text from somebody someone that says hey
here’s some some great insights or
1:06:43.1
1:06:47.2
here’s some things I’ve pulled away for
the book which is so encouraging and so
1:06:47.2
1:06:54.0
so inspiring to me today though I got a
text from somebody that the Los Angeles
1:06:54.0
1:07:01.1
soccer club they just lost last night in
the MLS playoffs but and I think Will
1:07:01.1
1:07:05.6
Ferrell the comedian is co-owner and
then they just started for Los Angeles
1:07:05.6
1:07:09.3
and it’s the font and the whole deal and
I thought oh well so what’s exciting to
1:07:09.3
1:07:11.9
me is it’s kind of breaking through
church world to go into the business
1:07:11.9
1:07:15.1
world which may be the first time in
history that the church has ever
1:07:15.1
1:07:19.4
influenced the business world so that
was really cool to see this morning so
1:07:19.4
1:07:23.5
that was Carrie just really prompted me
to go you need to put this resource and
1:07:23.5
1:07:27.2
give us some practical handles on this
because right now we’re all kind of
1:07:27.2
1:07:30.4
making this up and you’ve got this
chick-fil-a background and all this
1:07:30.4
1:07:34.8
stuff and you’re not being again steward
so I credit Carrie neehoff for giving me
1:07:34.8
1:07:40.6
the kind of kicking the seat of my pants
to go let’s get this thing done your
1:07:40.6
1:07:44.4
book is very successful people are
reading it what they’re talking about it
1:07:44.4
1:07:50.6
what is your most wildest dream that
your book can do now that it’s out there
1:07:50.6
1:07:57.3
well that’s a great question I mean I do
want to hit the New York Times an Amazon
1:07:57.3
1:08:02.6
business bestseller not Church I want to
be I want to influence the business
1:08:02.6
1:08:07.1
world and so it has hit number one on
Amazon in a couple of business
1:08:07.1
1:08:12.9
categories I mean that’s that would be
my big hairy audacious goal is for for
1:08:12.9
1:08:19.5
to be number one in the business section
and the reason for this is I really do
1:08:19.5
1:08:25.1
believe that in today’s world doing good
is good for business and I feel like if
1:08:25.1
1:08:30.8
they can harness the principles in the
book which may amay seem odd that a
1:08:30.8
1:08:36.1
business book is written by a pastor but
that’s part of the angle here is that
1:08:36.1
1:08:39.2
you’ve got to start thinking more like
this you’ve got to start thinking more
1:08:39.2
1:08:43.2
about how how is your business for
others and what I tell business leaders
1:08:43.2
1:08:46.2
is it’s no longer about being the best
company in the world
1:08:46.2
1:08:48.8
it’s
being the best company for the world and
1:08:48.8
1:08:52.0
if you’re not gonna be for the world
just give it enough time the world will
1:08:52.0
1:08:55.3
find someone else to do business with
yeah what I’ve discovered about the
1:08:55.3
1:09:00.9
publishing industry is how to figure out
how to actually be the number one
1:09:00.9
1:09:04.9
bestseller in business on the New York
Times bestsellers list no one really
1:09:04.9
1:09:07.9
knows how that works
that was somebody gave me this formula
1:09:07.9
1:09:12.6
today this is the formula I’m just I’m
worried about the formula so I’m going
1:09:12.6
1:09:17.4
and I’m actually traveling around the
country in Florida next week I was in
1:09:17.4
1:09:20.3
Pittsburgh last week I’m just going and
talking to businesses now these are
1:09:20.3
1:09:24.7
these missus breakfasts are actually
hosted by churches in churches but we
1:09:24.7
1:09:27.7
don’t talk it’s not a prayer breakfast
has nothing to do with church other than
1:09:27.7
1:09:31.2
hey that’s pretty cool venue this is
about here the two questions are going
1:09:31.2
1:09:34.5
to grow your business here’s a here’s a
copy of the book my cell phones at the
1:09:34.5
1:09:39.3
back let’s help grow your business and
because I really do believe this comes
1:09:39.3
1:09:43.7
to comes down to helping change the
world how do you change the world well
1:09:43.7
1:09:49.0
you really think it comes one community
at a time and if there’s a community
1:09:49.0
1:09:52.8
that improves today then the world
improves well how do you improve
1:09:52.8
1:09:55.9
communities well I think you need to
have thriving businesses I think you
1:09:55.9
1:09:59.5
need to have thriving schools I think
you need to have thriving churches I
1:09:59.5
1:10:03.2
think you need to have thriving people
and it all comes down to these two
1:10:03.2
1:10:07.4
questions so my dream is that it would
really begin to influence the business
1:10:07.4
1:10:11.9
world and who knows we’ll see if that
happens but I’m gonna ask big for that
1:10:11.9
1:10:17.0
so I’m asking as many people as possible
to help me with that’s why when I got
1:10:17.0
1:10:21.2
the text about the Los Angeles football
club now my ask big is does anybody know
1:10:21.2
1:10:25.1
Will Ferrell because he’s co-owner of
this club and they’re using for Los
1:10:25.1
1:10:27.3
Angeles and I’m not charging them for
that by the way
1:10:27.3
1:10:31.8
so could Will Ferrell hold up the book I
mean it’s not gonna happen I have no
1:10:31.8
1:10:35.6
idea but I’m going to try to find will
figural and so I’m emailing the Los
1:10:35.6
1:10:41.5
Angeles Football Club today and trying
to send them a book and saying hey can I
1:10:41.5
1:10:45.7
come talk down by this so I just want to
let your listeners know I’m not asking
1:10:45.7
1:10:49.6
them to do anything that I’m not already
trying to do but if they know Will
1:10:49.6
1:10:53.6
Ferrell buy your book and get your
number in the back and let’s you know
1:10:53.6
1:10:58.1
you can text me and I will take you out
to dinner and Los Angeles with Will and
1:10:58.1
1:11:02.8
actually so one of my sports hero
is Jerry West who played with the Lakers
1:11:02.8
1:11:07.7
so last night in this this playoff game
that the Los Angeles team lost
1:11:07.7
1:11:13.2
they had Jerry West there in acid Jerry
West for Los Angeles I think I’m one
1:11:13.2
1:11:18.1
step closer to Jerry West he’s the he’s
the NBA logo that’s who he is he played
1:11:18.1
1:11:23.9
for the Lakers back in the day and so so
anyway it’s but I need to I need to ask
1:11:23.9
1:11:28.6
big for that what we’ve created a link
on our show notes page if people go to
1:11:28.6
1:11:34.6
https://scalinguph2o.com/for that’s f-o-r
that will take them directly to an
1:11:34.6
1:11:39.0
Amazon affiliate link so they can find
your book and of course get your cell
1:11:39.0
1:11:41.7
phone number that’s in the back that’s
right that’s right and please text me
1:11:41.7
1:11:45.5
you know my wife was concerned about
this you have a lot of haters and every
1:11:45.5
1:11:49.0
time I get this I I’ll send it to us and
no haters yet so please don’t be the
1:11:49.0
1:11:52.9
hater you’re good if you are you’d be
the first one but but what I asked the
1:11:52.9
1:11:57.0
asking to do in the book which has been
so great Trace hey tell me some of your
1:11:57.0
1:12:01.5
takeaways and people are specifically
giving me takeaways here’s what I’m
1:12:01.5
1:12:04.6
going to implement in my business and
here’s what I’m going to implement and
1:12:04.6
1:12:09.4
in this and then and then so we’re able
to have a dialogue I had a great
1:12:09.4
1:12:13.2
question of their day about something
related to social media and I said well
1:12:13.2
1:12:15.7
if you’ll tweak this a little bit I
think you’ll see that it’ll actually
1:12:15.7
1:12:19.9
have help and then they email back it
said hey it worked so again I’m not
1:12:19.9
1:12:23.5
saying I’m the expert but I’m a learner
that’s what I’m trying to do kind of
1:12:23.5
1:12:27.6
learn as we come off and I don’t buy no
means of social media expert I’m a
1:12:27.6
1:12:31.4
little hesitant when people identify
themselves as social media expert I mean
1:12:31.4
1:12:34.5
because it’s you’re up there though Jeff
this hasn’t been around for a while so
1:12:34.5
1:12:38.9
it’s like it’s all in it right now it’s
just all kind of a test although I think
1:12:38.9
1:12:42.7
the principles we talked about in the
book will not go away their baby
1:12:42.7
1:12:47.6
platforms that go away you know Twitter
is changing dramatically the Facebook is
1:12:47.6
1:12:51.1
changing dramatically there may be
somebody else that comes on the scene
1:12:51.1
1:12:56.0
that knocks them off who knows but the
idea of how to use it and how to be for
1:12:56.0
1:13:00.4
people that’s something that will stand
the test of time but thanks for putting
1:13:00.4
1:13:02.7
the info on the air show notes I really
appreciate it
1:13:02.7
1:13:06.9
absolutely and if somebody wants to
learn more is there a place that they
1:13:06.9
1:13:11.5
can go sure they can go to the four
company comm and so I write a blog every
1:13:11.5
1:13:14.7
week and then they can get on our email
list as well
1:13:14.7
1:13:18.5
more emails than blogs and so we’re
trying to be able to build that email
1:13:18.5
1:13:23.4
community and then we’re thinking about
in 2020 maybe doing our first for
1:13:23.4
1:13:28.1
conference and it would be specifically
not just for church leaders it would be
1:13:28.1
1:13:30.9
more specifically for business leaders I
think church leaders can learn from it
1:13:30.9
1:13:36.2
but we would walk them through those two
questions because it’s one thing to say
1:13:36.2
1:13:39.6
what do you want to be owned for and you
need to get clarity around that but what
1:13:39.6
1:13:42.9
I’ve discovered is business leaders are
going you’re absolutely right but I
1:13:42.9
1:13:46.8
don’t even know where to begin on that
question and so can you help me begin on
1:13:46.8
1:13:50.5
that question well the books a start but
I think we’re gonna need to have a day
1:13:50.5
1:13:54.7
where we just roll up our sleeves and go
deep in terms of trying to find language
1:13:54.7
1:13:59.7
around that because the problem is that
a lot of organizations have a 7
1:13:59.7
1:14:04.4
paragraph mission statement but visions
like a bucket of water the more water
1:14:04.4
1:14:08.3
you have in the bucket the more the
water and words spill out so you’ve got
1:14:08.3
1:14:13.4
to have some clarifying we are foregoing
at eat more chicken just do it
1:14:13.4
1:14:19.1
making poverty history those kind that’s
really hard language to come up with
1:14:19.1
1:14:24.8
it’s not impossible but so I think we’re
going to launch that next year to try to
1:14:24.8
1:14:28.4
help business leaders think through that
a little bit more what might sound like
1:14:28.4
1:14:33.3
we’re winding down but I do have some
lightning round questions for you so are
1:14:33.3
1:14:38.6
you ready yes yes and I haven’t seen
these but let’s see how it goes so you
1:14:38.6
1:14:43.7
now have the ability to go back in time
and visit yourself on your very first
1:14:43.7
1:14:48.5
day as a marketing professional what
advice would you give don’t be afraid of
1:14:48.5
1:14:56.6
failure and don’t ask is this working
ask what are we learning and don’t make
1:14:56.6
1:15:03.0
people want something make something
people want and so when I was with the
1:15:03.0
1:15:07.4
Braves that they weren’t very good so
you got to make people want something
1:15:07.4
1:15:11.9
right but what we understood is the best
product is a winning team and once you
1:15:11.9
1:15:17.7
have a winning team that will take care
of itself so I would say you know fail
1:15:17.7
1:15:23.0
forward and it fell fast but don’t allow
failure to get intermingled with your
1:15:23.0
1:15:28.5
identity that’s one of things I learned
from Pixar is the directors who will
1:15:28.5
1:15:32.4
seeds are the ones that can take
criticism of the early drafts of the
1:15:32.4
1:15:37.3
movie and not get so sensitive and
that’s so wired you’re what you’re doing
1:15:37.3
1:15:40.9
is you’re not just criticizing their
film you’re criticizing them the
1:15:40.9
1:15:44.2
director that could separate those and
go no you’re not talking about me you’re
1:15:44.2
1:15:48.1
talking about the work and the film
those are the ones that will succeed so
1:15:48.1
1:15:51.7
that’s how you fail forward is that you
separate your identity from the work
1:15:51.7
1:15:56.3
which is excruciatingly ly hard to do
but it can be done what are the last
1:15:56.3
1:16:04.0
three books that you’ve read should I
say four so I just finished Bob iger’s
1:16:04.0
1:16:08.7
book and Bob is the CEO of Disney and
it’s called the ride of a lifetime
1:16:08.7
1:16:16.0
I mean his book is so remarkable because
it’s giving you a an inside look at
1:16:16.0
1:16:23.0
Disney and his how he took over for
Michael Eisner and in the changing
1:16:23.0
1:16:30.5
landscape of entertainment and how they
had to change Disney while the basically
1:16:30.5
1:16:33.6
it’s this plane flying in the sky and
you’re retooling the plane and you’re
1:16:33.6
1:16:38.6
flying and that’s or you’re building a
bridge as you walk on it and so that
1:16:38.6
1:16:43.0
book is remarkable so I would highly
recommend recommend that one another
1:16:43.0
1:16:47.7
book I read story brand which is Donald
Miller and you know I would follow in
1:16:47.7
1:16:52.8
Donald’s podcasts and and all that and
then team of rivals about Abraham
1:16:52.8
1:16:56.7
Lincoln and then I would mention this
one this is a book that I’ve read my
1:16:56.7
1:17:03.7
goal is three at once a year and it’s
ego as the enemy or Ryan holiday and the
1:17:03.7
1:17:08.5
reason I need that is because I’m
susceptible like any of us to pride and
1:17:08.5
1:17:13.6
ego and all that kind of stuff and an
insecurity and so he go as enemies is a
1:17:13.6
1:17:17.5
really really great book so and then
I’ve got two books one of which you’ve
1:17:17.5
1:17:22.1
read that I just got today one of my
favorite books that traction but I had
1:17:22.1
1:17:27.6
not read these and then the founders
mentality and I overcome the predictable
1:17:27.6
1:17:32.6
crisis of growth well you and I need to
get back together and discuss traction
1:17:32.6
1:17:37.4
because it has really changed how we do
things in the company for the better and
1:17:37.4
1:17:42.5
it allowed us a platform that we now
operate on we knew
1:17:42.5
1:17:45.7
water treatment okay we were great water
treatment company but all the other
1:17:45.7
1:17:50.3
things that go along with that nobody
ever teaches you phenomenal book I look
1:17:50.3
1:17:54.1
forward to talking yeah it was highly
recommended by a former podcast guest
1:17:54.1
1:17:58.5
overhears clay Scroggins and so I’m
looking forward to it so I think I’m I’d
1:17:58.5
1:18:02.7
probably do this too this isn’t a good
practice I read too many books at the
1:18:02.7
1:18:07.0
same time so but here I am I’m gonna
start these tonight I’m actually
1:18:07.0
1:18:09.9
impressed with that I can’t read two
books at the same time and read books
1:18:09.9
1:18:14.1
quickly but if I read two at the same
time I can’t remember which is in which
1:18:14.1
1:18:20.6
so impressive talent well I don’t come
back to me in a few months to save up
1:18:20.6
1:18:24.5
finished these fair enough and I didn’t
want to make you nervous in the
1:18:24.5
1:18:29.9
beginning but Hollywood uses Scaling UP!
h2o to find what next year’s movies are
1:18:29.9
1:18:34.6
going to be so when they hear you they
find out about your life and they start
1:18:34.6
1:18:40.8
casting Jeff who plays Jeff well I’m a
big Batman fan so I would love Christian
1:18:40.8
1:18:44.6
Bale can I can I go with Christian Bale
that way that would be that would be
1:18:44.6
1:18:50.0
great I would probably go with Christian
Bale there you go my last question you
1:18:50.0
1:18:54.0
know I have the ability to go anywhere
you want throughout time who would you
1:18:54.0
1:18:58.5
talk with and why hmm as a pastor I’ve
got to say Jesus and that’s a good
1:18:58.5
1:19:04.7
answer
but if you’re like hey you can’t hold on
1:19:04.7
1:19:10.2
before you go what would you ask Jesus
well I’m pretty convinced I wouldn’t
1:19:10.2
1:19:15.0
have any questions I would just say tell
me what I would I need to know and you
1:19:15.0
1:19:18.4
know I think you know there are the
questions I had to do a funeral last
1:19:18.4
1:19:24.8
week infant baby and not not to get too
deep in serious but I mean welcome to my
1:19:24.8
1:19:27.8
world
and so I was talking to the family and
1:19:27.8
1:19:30.9
they said so we’re gonna do to help well
if you can solve what why did this
1:19:30.9
1:19:33.5
happen and why does evil you know all
these kind of questions and I’m like
1:19:33.5
1:19:37.3
okay do you know anyone who and does the
answers to them
1:19:37.3
1:19:42.1
and it’s just like oh my goodness oh I
think the big questions but I think I
1:19:42.1
1:19:46.0
would ask Jesus to what what’s what’s
excites you and what what inspires what
1:19:46.0
1:19:53.8
inspires you and what inspired you to do
what you did and but I’m a big big I’m
1:19:53.8
1:19:58.6
from Atlanta and so Martin Luther King
jr. there’s a you know native of Atlanta
1:19:58.6
1:20:03.5
and so which is a very wonderful thing
and I have had the opportunity to
1:20:03.5
1:20:07.4
speaking of asking big I asked Andrew
Young who was part of the civil rights
1:20:07.4
1:20:10.3
movement
two-time mayor of Atlanta former UN
1:20:10.3
1:20:13.3
Ambassador I just wrote him a note one
time and said would you meet with me and
1:20:13.3
1:20:16.8
speak to our staff and he brought me
back and said yes so there you go back
1:20:16.8
1:20:21.8
to early conversation so I think you
know definitely Martin Luther King but
1:20:21.8
1:20:26.3
and then I mean obviously could be we
mentioned team of rivals with a really
1:20:26.3
1:20:30.5
can talk about someone who did not let
pride get in his way for doing the right
1:20:30.5
1:20:33.8
thing
Abraham Lincoln was extraordinary so
1:20:33.8
1:20:38.6
Jesus Abraham Lincoln Martin Luther King
that’s a pretty good trio there but Jeff
1:20:38.6
1:20:42.3
thank you so much for spending time on
the podcast
1:20:42.3
1:20:46.3
I know we’ve learned a lot and there’s
so much more to learn so I think some
1:20:46.3
1:20:49.0
people are going to go out and get the
book and you’re probably going to get
1:20:49.0
1:20:52.6
some text I hope so
I hope so and we’ve got lunch now so
1:20:52.6
1:20:56.1
thanks for sticking around with me
absolutely Jeff thanks so much for
1:20:56.1
1:21:01.5
coming on the show one nation we started
this show with talking about some things
1:21:01.5
1:21:08.1
that we could do to end 2019 correctly
and I mentioned one of those things was
1:21:08.1
1:21:12.9
learning how to market better with your
website and your social media well if
1:21:12.9
1:21:18.0
you did not get some ideas from this
interview with Jeff Henderson you need
1:21:18.0
1:21:23.0
to go back and listen to and again I
tell you I was taking vigorous notes I
1:21:23.0
1:21:30.3
am just amazed at how the nonprofit
sector and the profit sector really have
1:21:30.3
1:21:35.7
a lot in common and think about people
going to work as a volunteer so they are
1:21:35.7
1:21:41.9
going strictly because they want to Ford
the mission and when we talk about work
1:21:41.9
1:21:46.0
and Jeff asked the question to somebody
he was consulting with well how many of
1:21:46.0
1:21:50.1
your employees here get paid of course
all of them
1:21:50.1
1:21:55.2
imagine if you can have the same
connection with your team or they all
1:21:55.2
1:22:00.7
get behind the mission and oh yeah by
the way they also get paid I can’t
1:22:00.7
1:22:08.2
imagine a better scenario I hope that
everybody listening to this podcast goes
1:22:08.2
1:22:13.6
to their company and they ask those two
questions that Jeff introduced us to one
1:22:13.6
1:22:20.0
what are we known for and then to what
do we want to be known for folks when we
1:22:20.0
1:22:27.9
can get those two questions to align
magic happens and that’s how volunteers
1:22:27.9
1:22:32.9
go to work and they volunteer at a place
and they don’t care that they don’t get
1:22:32.9
1:22:38.4
paid and that’s the way that you connect
people that do get paid at your company
1:22:38.4
1:22:44.2
to connect to that mission and feel that
they are making a difference that they
1:22:44.2
1:22:48.8
are part of something so I hope you ask
those questions but more than that I
1:22:48.8
1:22:54.9
hope you do something about those
questions if you have not seen the simon
1:22:54.9
1:23:00.6
Sinek TED talk start with why and we’ve
got that linked on our show notes page I
1:23:00.6
1:23:08.0
urge you to watch that simon Sinek has
this thing called the golden circle and
1:23:08.0
1:23:14.2
he goes through what happens when you
start with why and how that transforms
1:23:14.2
1:23:20.4
everybody’s decisions when they start
from why nation if you have something
1:23:20.4
1:23:26.2
you want me to talk about on Scaling UP!
h2o by all means do not keep that to
1:23:26.2
1:23:30.2
yourself
go to our website https://scalinguph2o.com/
1:23:30.2
1:23:35.5
and either go to our show notes page and
leave me a message there or you can
1:23:35.5
1:23:41.4
record your voice by clicking on the
leave voicemail button folks thank you
1:23:41.4
1:23:47.9
so much for being part of the Scaling UP!
nation and I’ll talk with you next week