Marketing

Data Enablement

Ryan Gerhardy puts data to work. This friend from Australia started in investment banking and worked within venture capital before launching Pitchly. We unclip from our snowboards to chat about data enablement and leadership to scale a startup. As we discuss his team raising over $10M, Ryan outlines three stages investors look for: Potential, Promise, and Proven.

This episode is invaluable for intrapreneurs looking for productivity within big data, non-technical founders raising capital, and investors looking for fresh opportunities.

LISTEN on APPLE PODCASTS
LISTEN on SPOTIFY

By Ben McDougal, ago

Behind The Action

Brandon T. Adams is an ambitious leader who tells stories with video. BTA is also an author, investor, speaker, and advisor who uses his experience to accelerate fellow founders. Join us for this VIP conversation on how to earn your way onto cap tables, building an audience that cares, all that is Rise and Record, the value of masterminds, his first video, pro tips for content creation, and what to do when you’re with Kevin Harrington and your private jet lands in the wrong country.

To celebrate the 10th episode of YDNTP, we collaborated with BTA to bring you into our studio! Along with listening to this show anywhere you enjoy podcasts, below is a special video of our time together. Enjoy!

LISTEN on APPLE PODCASTS
LISTEN on SPOTIFY

By Ben McDougal, ago

No Running

“Please walk.” <wait 5 seconds>
“Please walk!” <repeat endlessly>

At the swimming pool, how many times does a lifeguard remind children to walk and why is it so hard for kids to slow down, even when they’ve slipped in the past? Let’s write through why repetitive reminders may be needed to motivate awareness, action, and steadfastness.

The first thing that comes to mind, is how hard it is to get anyone to do anything. Motion requires force, we don’t know what we don’t know, and if action calls for commitment (time, obedience, money, etc.), movement is even harder to inspire.

When we think through the lens of marketing and sales, an easy start is clarity. Does messaging and calls to action immediately resonate with your smallest viable audience?

When it’s time for action, sequencing comes to mind. Conciseness allows first impressions to be more impactful, with connected content to guide newcomers toward more natural action(s).

Lastly, I wish repetition wasn’t a part of the equation, but it’s loud out there! Attention is hard to earn and even harder to maintain. Endless reminders can be annoying, but systems thinking and a strategic cadence ensure more positive encounters supported by lasting clarity. Thoughtful repetition also catches fresh awareness along the way.

Along with helping to connect with an audience, these motivators are important for anything that involves rotating participation as well. Succession can bring healthy revitalization to teams, organizations, and communities, but without clarity, fresh energy can be misguided. If information is not sequenced, the weight of too much information may feel unnecessarily daunting and once again, friendly reminders maintain momentum without a slip or fall.

By Ben McDougal, ago

Captive

Air travel is an elevated time to shake and move above the clouds. Elevation makes us all feel successful, so hammering on some work or catching up on a good read/listen/watch feels great, but a nap is just as nice.

Think back to the last time you warped time by catching a mid-flight nap. Suddenly, a flight attendant shatters your peaceful slumber—not to share a friendly update for passengers but to rattle off a forced sales pitch for their branded credit card. Ouch.

Extra Shot
Attention is hard to earn.
If you have it, don’t waste it.

Now, imagine an alternate scenario. Instead of unwanted interruption followed by an impersonal script that makes us feel like prisoners instead of appreciated customers, what if the same offer felt more like a special little gift?

How might it feel to hear that you have been selected to receive a free beverage or tasty snack, paired with that same credit card application as a convenient napkin? This tasty presentation would naturally snag the attention of nearby passengers. As word of mouth amplifies interest, similar offers could be made for those willing to complete the silly credit card application. Engage or don’t, but this quiet surprise feels less forced and can become more of a complimenting gesture to show customer appreciation.

That’s just a thought exercise, but we’ve all sat in situations where we were part of a captive audience. There is a fine line and a big difference between adding or detracting from an experience after interest is sparked or sales are made.

How do we treat our existing customers? Do they get attention only when there are issues or you have more to sell? How might we inspire more lasting joy by slowing down, setting efficiency aside, even letting go in a way? Instead of being careless with earned attention, consider unexpected ways to delight customers, which will remind them why they chose you in the first place. Giveaways, handwritten notes, or any gesture that shows you care will retain better customers.

Extra Shot
“Once you wow an audience, the same trick may not work anymore.” -Seth Godin, Free Prize Inside

How we treat existing customers sets the scene and determines the realities of attention retention. When customers feel thoughtfulness, they will stick around because they care as much as you do. This translates into customer retention because true fans take pride in staying connected. They have more patience when issues arise and get excited to share your charming work with others.

By Ben McDougal, ago

Phygital

Blending a physical reality with digital depth is something humanity has carried out for decades.

Catchy names, memorable phone numbers, short URLs, and QR codes are simple methods that guide a physical interaction to details online. Augmented Reality (AR), Bluetooth, Near Field Communication (NFC), Radio Frequency Identification (RFID), biotech, and smart materials all take it up a notch. Each technology paves a path to provide phygital experiences.

To spin some yarn, let’s stitch this nerdy good term into the world of fashion. Phygital clothing now has passive chips embedded behind a patch or hidden in the garment. When tapped by a phone, the tiny washable chip is given enough electricity to pass data. This prompts a notification that links to digital destinations. The destination may be a website just for fun, but for brands with dollowers who like to collect stuff, the criterion for loyalty is given all new levels. Imagine the status game of a global fan base that unlocks digital assets by working together. An elbow bump from someone wearing your favorite brand can now highlight ownership and unlock gamified layers.

With ownership determined by code and real-time incentives connected to the owner, this nerdy good phygital term quickly becomes a part of the web3 taxonomy. That said, the flex is not about being high-tech. It’s about introducing a remarkability factor.

When remarkability matters, as it often does, phygital twists offer an edge. There are endless examples of digital depth revolutionizing every industry. Computers and smartphones link a physical device to digital experiences, and the first smart vending machine in 1982 would lead to an entire microcosm we call the Internet of Things (IoT).

Today’s chips are cute, but nanotech (think, a computer on every cell) and neurotech (think, brain-computer interfacing) represent a direct line where input and output will require no physical movement. Edges dull as new becomes commonplace, so the time to get phygital is now.

As industries continue to be phygitized, more physical products will be mirrored by digital counterparts, ownership will be obvious, and augmented experiences will be increasingly invisible as our perceived reality is reinforced by the phygital world all around us.

Brewed From Within
#79 📖 Technology

By Ben McDougal, ago