1 00:00:00,333 --> 00:00:02,458 Picture this, it's early morning in 2 00:00:02,458 --> 00:00:06,000 Canada and all that week schools have 3 00:00:06,000 --> 00:00:08,291 been turning on their projectors and kids 4 00:00:08,291 --> 00:00:10,041 have been focused on one thing. 5 00:00:10,416 --> 00:00:13,083 In fact, now churches are pushing back 6 00:00:13,083 --> 00:00:15,583 their services and welcoming people to 7 00:00:15,583 --> 00:00:18,125 come together to watch one thing. 8 00:00:18,583 --> 00:00:21,583 Restaurants are opening two hours early 9 00:00:22,000 --> 00:00:23,500 and filling up fast. 10 00:00:24,291 --> 00:00:24,625 Why? 11 00:00:25,750 --> 00:00:28,708 Canada is playing the US for hockey gold 12 00:00:28,916 --> 00:00:31,083 and when this happened, our 13 00:00:31,083 --> 00:00:33,833 whole country stopped together. 14 00:00:34,416 --> 00:00:37,083 And if your marketing feels flat, if 15 00:00:37,083 --> 00:00:39,583 engagement is low, if you're doing 16 00:00:39,583 --> 00:00:41,708 tactics that you've heard work but they 17 00:00:41,708 --> 00:00:43,458 just don't seem to be working for you, 18 00:00:43,791 --> 00:00:45,708 then this episode is for you. 19 00:00:45,833 --> 00:00:49,000 Because the Olympics just handed us three 20 00:00:49,000 --> 00:00:52,083 lessons that can completely change how 21 00:00:52,083 --> 00:00:53,875 you think about your business. 22 00:00:54,375 --> 00:00:55,041 So stick with me 23 00:00:55,041 --> 00:00:56,375 because by the end of this, 24 00:01:42,458 --> 00:01:45,375 so many stories that came out of that 25 00:01:45,375 --> 00:01:48,375 Olympics that were just breathtaking. 26 00:01:48,916 --> 00:01:52,916 One of them started in April of 2025. 27 00:01:53,583 --> 00:01:55,500 Now this goes way back before the 28 00:01:55,500 --> 00:01:56,666 Olympics even began. 29 00:01:57,083 --> 00:02:00,541 It was Italian skier Federica Brenone, 30 00:02:00,875 --> 00:02:02,333 hopefully I'm pronouncing her name right, 31 00:02:02,833 --> 00:02:04,208 and she crashed at the 32 00:02:04,208 --> 00:02:06,250 Italian National Championships. 33 00:02:06,791 --> 00:02:09,125 She was a skier like downhill, like super 34 00:02:09,125 --> 00:02:11,583 G, like those super fast, like oh my 35 00:02:11,583 --> 00:02:12,666 gosh, I can't believe they're screaming 36 00:02:12,666 --> 00:02:13,166 down the mountain 37 00:02:13,166 --> 00:02:14,791 that quick kind of skier. 38 00:02:15,333 --> 00:02:17,500 Well, when she crashed, she broke 39 00:02:17,500 --> 00:02:20,916 multiple bones, tore her ligaments in her 40 00:02:20,916 --> 00:02:23,416 knee, her knee was actually dislocated. 41 00:02:23,791 --> 00:02:26,875 Doctors said that she most likely would 42 00:02:26,875 --> 00:02:30,666 definitely not compete, let alone be 43 00:02:30,666 --> 00:02:33,833 walking properly for at least two years. 44 00:02:34,625 --> 00:02:36,416 Like she couldn't even walk without pain. 45 00:02:37,291 --> 00:02:40,291 Now I share this backstory because then 46 00:02:41,083 --> 00:02:43,958 at the Winter Olympics, which was in her 47 00:02:43,958 --> 00:02:47,291 home country of Italy, she was supposed 48 00:02:47,291 --> 00:02:48,458 to be one of the stars. 49 00:02:49,208 --> 00:02:51,875 Instead, it was projected that she would 50 00:02:51,875 --> 00:02:53,791 be watching from a couch. 51 00:02:54,750 --> 00:02:56,500 Now, fast forward from 52 00:02:56,500 --> 00:02:59,791 April 2025 to November 2025. 53 00:03:00,333 --> 00:03:02,916 She puts skis on for the first time. 54 00:03:03,250 --> 00:03:06,583 This was literally just weeks before the 55 00:03:06,583 --> 00:03:10,875 opening ceremony that she finally made 56 00:03:10,875 --> 00:03:12,541 her return to competition. 57 00:03:13,708 --> 00:03:17,583 And two days before the super G at the 58 00:03:17,583 --> 00:03:19,541 Olympics, the pain was so bad that she 59 00:03:19,541 --> 00:03:21,250 couldn't even ski in practice. 60 00:03:21,750 --> 00:03:24,875 Yet she raced anyway and she not only 61 00:03:24,875 --> 00:03:27,833 wins one gold, she ended up winning two 62 00:03:27,833 --> 00:03:30,333 gold in the giant solemn. 63 00:03:32,458 --> 00:03:35,375 She's 35 years old on a surgically 64 00:03:35,375 --> 00:03:39,000 repaired leg in her home country and she 65 00:03:39,000 --> 00:03:40,666 captures double gold. 66 00:03:41,375 --> 00:03:42,833 She said after, she said, it's a 67 00:03:42,833 --> 00:03:45,250 masterpiece of the mind of perseverance, 68 00:03:45,250 --> 00:03:46,541 of going beyond what I 69 00:03:46,541 --> 00:03:47,583 thought was possible. 70 00:03:48,083 --> 00:03:50,000 Now, the reason I'm sharing this and why 71 00:03:50,000 --> 00:03:50,750 it's important for you 72 00:03:50,750 --> 00:03:51,916 is here's the bottom line. 73 00:03:52,708 --> 00:03:55,375 That story likely pulled you in and you 74 00:03:55,375 --> 00:03:56,583 felt something, right? 75 00:03:56,583 --> 00:03:58,375 Like if you're a human being, you can 76 00:03:58,375 --> 00:04:02,750 imagine the thought of wanting to compete 77 00:04:03,500 --> 00:04:06,083 so desperately in your home country in 78 00:04:06,083 --> 00:04:09,208 the Olympics and then crashing less than 79 00:04:09,208 --> 00:04:12,166 a year before and not only just a crash, 80 00:04:12,166 --> 00:04:13,833 but a terrible crash breaking multiple 81 00:04:13,833 --> 00:04:16,250 bones and ligaments just destroying her 82 00:04:16,250 --> 00:04:19,500 knees, thinking and being told that she 83 00:04:19,500 --> 00:04:21,916 wouldn't compete at all in the Olympics 84 00:04:21,916 --> 00:04:25,166 and being able to figure out a way back 85 00:04:25,166 --> 00:04:28,583 from that, to be able to like strap on 86 00:04:28,583 --> 00:04:30,666 skis for the first time, literally months 87 00:04:30,666 --> 00:04:33,625 before having to qualify for the 88 00:04:33,625 --> 00:04:36,416 Olympics, literally like really weeks 89 00:04:36,583 --> 00:04:37,875 before she'd have to compete. 90 00:04:38,958 --> 00:04:39,666 It is just an 91 00:04:39,666 --> 00:04:42,416 unbelievable, incredible story. 92 00:04:43,625 --> 00:04:46,000 But if I had just told you that an 93 00:04:46,000 --> 00:04:50,000 Italian skier wins two gold medals, you 94 00:04:50,000 --> 00:04:51,625 would have forgot the story by tomorrow. 95 00:04:52,458 --> 00:04:54,083 But because you know the backstory, 96 00:04:54,333 --> 00:04:58,208 you're far more invested in that story. 97 00:04:58,875 --> 00:05:01,291 And see your customers do the same thing 98 00:05:01,291 --> 00:05:02,375 with you and your products. 99 00:05:02,833 --> 00:05:05,458 When you share the story behind how you 100 00:05:05,458 --> 00:05:08,583 built the thing or how people are using 101 00:05:08,583 --> 00:05:10,916 the thing or the people behind the thing 102 00:05:11,125 --> 00:05:13,666 or the idea that sparked the thing, all 103 00:05:13,666 --> 00:05:15,750 of that backstory, that 104 00:05:15,750 --> 00:05:17,375 is what builds connection. 105 00:05:18,333 --> 00:05:20,500 So I want you to think about the origin 106 00:05:20,500 --> 00:05:22,083 story of your offer. 107 00:05:22,666 --> 00:05:23,916 Why did you create it? 108 00:05:24,375 --> 00:05:25,708 Where did the idea come from? 109 00:05:26,125 --> 00:05:28,500 And how has it evolved over the years? 110 00:05:29,000 --> 00:05:30,416 I want you to think about a member or 111 00:05:30,416 --> 00:05:32,125 client who had a hard 112 00:05:32,125 --> 00:05:33,916 road before finding a result. 113 00:05:34,375 --> 00:05:36,250 I want you to share their journey. 114 00:05:36,666 --> 00:05:37,750 And don't just show the 115 00:05:37,750 --> 00:05:39,833 finish line, show the messy middle. 116 00:05:40,250 --> 00:05:41,500 Like that's the part that 117 00:05:41,500 --> 00:05:43,083 people connect and relate to. 118 00:05:43,333 --> 00:05:45,375 That's the part that shows the struggle 119 00:05:45,708 --> 00:05:46,916 and then the victory. 120 00:05:49,166 --> 00:05:51,958 See, a movie trailer doesn't just show 121 00:05:51,958 --> 00:05:52,875 you the happy ending, it 122 00:05:52,875 --> 00:05:54,125 shows you the conflict. 123 00:05:54,583 --> 00:05:57,083 Because the conflict is what makes you 124 00:05:57,083 --> 00:05:58,750 want to see how it turns out. 125 00:05:59,083 --> 00:06:00,083 And your marketing 126 00:06:00,083 --> 00:06:02,125 could do the same thing. 127 00:06:02,791 --> 00:06:06,666 So lesson number one, stories sell. 128 00:06:07,500 --> 00:06:09,791 Share the story behind what 129 00:06:09,791 --> 00:06:10,583 it is that you're selling. 130 00:06:11,750 --> 00:06:13,125 Lesson number two from the Olympics. 131 00:06:14,500 --> 00:06:16,583 Community creates momentum. 132 00:06:17,708 --> 00:06:19,875 That opening story that I started where I 133 00:06:19,875 --> 00:06:22,250 was talking about the Canada versus US 134 00:06:22,250 --> 00:06:25,041 hockey game, well, it wasn't just a game, 135 00:06:25,458 --> 00:06:27,208 it was a shared moment. 136 00:06:28,041 --> 00:06:31,041 You know, when Canada is playing in the 137 00:06:31,041 --> 00:06:34,958 Olympics, in the finals for a game that 138 00:06:34,958 --> 00:06:36,083 we are so passionate 139 00:06:36,083 --> 00:06:37,416 about, which is our hockey, 140 00:06:38,416 --> 00:06:40,291 the whole country rallies around. 141 00:06:40,666 --> 00:06:43,041 And not only that, when it is our big 142 00:06:43,041 --> 00:06:46,541 brother, the USA in the final with us, it 143 00:06:46,541 --> 00:06:48,875 has even more meaning. 144 00:06:49,666 --> 00:06:51,208 And so what was crazy was 145 00:06:51,208 --> 00:06:53,083 leading up to that final. 146 00:06:54,000 --> 00:06:59,375 Schools actually got mandate to show the 147 00:06:59,375 --> 00:07:02,250 Olympic games in the classroom. 148 00:07:03,041 --> 00:07:04,916 Like, and then not only that, but like 149 00:07:04,916 --> 00:07:07,291 the day of the gold medal match, it was 150 00:07:07,291 --> 00:07:10,041 happening at 8 a.m. on a Sunday morning. 151 00:07:10,458 --> 00:07:13,250 Churches actually delayed their service 152 00:07:13,541 --> 00:07:16,041 and were inviting people to come into the 153 00:07:16,041 --> 00:07:17,291 church to watch the game. 154 00:07:17,791 --> 00:07:20,125 Restaurants were opening up at like 6 155 00:07:20,125 --> 00:07:23,375 a.m. at way earlier than they normally 156 00:07:23,375 --> 00:07:25,250 would to be able to accommodate and 157 00:07:25,250 --> 00:07:26,000 welcome people to 158 00:07:26,000 --> 00:07:27,166 come and watch the game. 159 00:07:27,416 --> 00:07:30,125 It was absolutely bonkers. 160 00:07:31,208 --> 00:07:33,083 People who don't even watch hockey or 161 00:07:33,083 --> 00:07:33,791 have an interest in 162 00:07:33,791 --> 00:07:35,208 hockey were watching hockey. 163 00:07:36,333 --> 00:07:36,541 Why? 164 00:07:37,750 --> 00:07:38,958 Well, that was a common purpose. 165 00:07:40,166 --> 00:07:43,166 We were all rallying 166 00:07:43,166 --> 00:07:46,208 around a shared outcome. 167 00:07:46,625 --> 00:07:49,000 And that shared energy, it made the 168 00:07:49,000 --> 00:07:50,875 experience bigger than any 169 00:07:50,875 --> 00:07:53,208 one person would feel alone. 170 00:07:53,750 --> 00:07:55,166 Now here's what's fascinating about this. 171 00:07:55,708 --> 00:07:58,083 We see this in our own business and in 172 00:07:58,083 --> 00:07:59,041 our own charity work 173 00:07:59,041 --> 00:08:00,458 that we do in our companies. 174 00:08:01,000 --> 00:08:03,083 When we create a fundraising goal for our 175 00:08:03,083 --> 00:08:04,625 charity as an example at a 176 00:08:04,625 --> 00:08:07,208 live event, donations go up. 177 00:08:07,541 --> 00:08:07,750 Why? 178 00:08:08,208 --> 00:08:10,291 Not because people have more money in 179 00:08:10,291 --> 00:08:12,041 that moment, but because they're giving 180 00:08:12,041 --> 00:08:15,541 together toward a common purpose. 181 00:08:16,625 --> 00:08:18,666 See, the community element, it raises the 182 00:08:18,666 --> 00:08:20,958 stakes and the energy for everyone. 183 00:08:21,333 --> 00:08:23,000 And your community works the same way. 184 00:08:23,625 --> 00:08:26,833 Like when your members or customers feel 185 00:08:26,833 --> 00:08:28,416 like that they're part of something, 186 00:08:28,625 --> 00:08:29,833 they're not just buying something, but 187 00:08:29,833 --> 00:08:30,875 they're actually part of 188 00:08:30,875 --> 00:08:32,625 something, engagement goes up. 189 00:08:33,083 --> 00:08:34,875 So I want you to think about challenges 190 00:08:34,875 --> 00:08:37,541 that you can do in your community. 191 00:08:37,833 --> 00:08:40,208 Group goals, shared milestones, these 192 00:08:40,208 --> 00:08:41,166 aren't just features. 193 00:08:41,541 --> 00:08:44,083 They're the actual engine that drives 194 00:08:44,083 --> 00:08:45,541 that engagement and consumption. 195 00:08:46,166 --> 00:08:48,041 Now I'll give you an example of this, of 196 00:08:48,041 --> 00:08:50,541 how we applied it in our program. 197 00:08:50,958 --> 00:08:53,375 So for years, I have been selling a 198 00:08:53,375 --> 00:08:55,291 program called the membership experience. 199 00:08:56,000 --> 00:08:58,166 It is our bread and butter training, 200 00:08:58,583 --> 00:09:00,708 showing people how to take the things 201 00:09:00,708 --> 00:09:01,958 that they're passionate about, their 202 00:09:01,958 --> 00:09:05,541 expertise, their audience, and turn it 203 00:09:05,541 --> 00:09:07,416 into a membership and 204 00:09:07,416 --> 00:09:09,000 generate recurring revenue. 205 00:09:09,250 --> 00:09:11,458 It's the thing that I am super passionate 206 00:09:11,458 --> 00:09:13,583 about because I've seen in my own 207 00:09:13,583 --> 00:09:15,750 business and in my life and in those that 208 00:09:15,750 --> 00:09:17,541 we've gotten to serve, how it can 209 00:09:17,541 --> 00:09:19,333 completely transform 210 00:09:19,333 --> 00:09:22,083 any business owner's life. 211 00:09:22,750 --> 00:09:26,916 So I love teaching business owners how to 212 00:09:26,916 --> 00:09:27,958 launch, grow, and scale 213 00:09:27,958 --> 00:09:28,958 a profitable membership. 214 00:09:29,416 --> 00:09:29,916 Now I've been teaching 215 00:09:29,916 --> 00:09:30,875 this for a long time. 216 00:09:30,875 --> 00:09:32,833 Actually this is my 10th 217 00:09:32,833 --> 00:09:34,958 year of that particular program. 218 00:09:35,416 --> 00:09:37,083 And we've had tens of thousands of 219 00:09:37,083 --> 00:09:38,166 students come through it. 220 00:09:38,958 --> 00:09:41,041 But what we did in our most recent 221 00:09:41,041 --> 00:09:43,916 version is we refilled the entire thing. 222 00:09:44,375 --> 00:09:46,541 We reimagined the whole experience. 223 00:09:47,041 --> 00:09:49,541 And one element that is relevant to this 224 00:09:49,541 --> 00:09:52,958 conversation is we added a launch week. 225 00:09:53,708 --> 00:09:57,166 Now, basically what that means is that as 226 00:09:57,166 --> 00:09:59,208 everybody's going through the program, we 227 00:09:59,208 --> 00:10:02,333 identified a specific week where 228 00:10:02,333 --> 00:10:04,875 everybody would launch their membership. 229 00:10:05,375 --> 00:10:07,791 So if they didn't have a membership yet, 230 00:10:07,791 --> 00:10:09,583 they would be doing their founding member 231 00:10:09,583 --> 00:10:10,541 launch during that week. 232 00:10:10,958 --> 00:10:13,291 If they already had a membership, we 233 00:10:13,291 --> 00:10:15,541 would be relaunching during that week. 234 00:10:15,916 --> 00:10:17,958 But during that week, it was a week on 235 00:10:17,958 --> 00:10:21,250 the calendar that was six weeks out from 236 00:10:21,250 --> 00:10:23,291 the beginning of the program and 237 00:10:23,291 --> 00:10:26,791 everybody was marching toward that week. 238 00:10:27,333 --> 00:10:29,416 It was a group challenge. 239 00:10:29,875 --> 00:10:31,375 Everybody had it on the calendar. 240 00:10:31,708 --> 00:10:34,500 And so when that week came, we saw more 241 00:10:34,500 --> 00:10:36,333 people launch their 242 00:10:36,333 --> 00:10:39,708 membership than we've ever had before. 243 00:10:40,625 --> 00:10:41,000 Why? 244 00:10:41,625 --> 00:10:42,375 Because there was this 245 00:10:42,375 --> 00:10:44,208 communal element to it. 246 00:10:44,583 --> 00:10:47,125 It was we were all striving toward the 247 00:10:47,125 --> 00:10:49,083 same goal, the same objective. 248 00:10:49,458 --> 00:10:50,791 There was a date on the calendar. 249 00:10:51,041 --> 00:10:52,291 It was planned. 250 00:10:52,583 --> 00:10:54,250 Everybody was backing up from that 251 00:10:54,250 --> 00:10:55,291 particular day and we 252 00:10:55,291 --> 00:10:56,750 were marching toward it. 253 00:10:57,750 --> 00:10:58,791 And so I share this 254 00:10:58,791 --> 00:11:00,916 because even something simple 255 00:11:02,291 --> 00:11:05,583 where you have a common goal, a shared 256 00:11:05,583 --> 00:11:09,791 goal, it transforms the sale from just a 257 00:11:09,791 --> 00:11:11,583 transaction to now 258 00:11:11,583 --> 00:11:14,416 adding a community element. 259 00:11:15,041 --> 00:11:17,625 And that community element, it brings 260 00:11:17,625 --> 00:11:19,500 people together like 261 00:11:19,500 --> 00:11:22,041 nothing I can ever explain. 262 00:11:22,166 --> 00:11:25,541 It's the reason why we had people that 263 00:11:25,541 --> 00:11:27,500 were cheering at the top of their lungs 264 00:11:27,500 --> 00:11:29,750 for Canada, is why people were going to 265 00:11:29,750 --> 00:11:31,041 church and going to 266 00:11:31,041 --> 00:11:32,958 restaurants and gathering together. 267 00:11:32,958 --> 00:11:34,458 It was the topic of conversation because 268 00:11:34,458 --> 00:11:36,041 we had a common goal. 269 00:11:36,791 --> 00:11:37,500 The same can be true 270 00:11:37,500 --> 00:11:38,375 inside of your business. 271 00:11:38,625 --> 00:11:40,416 And when you have that common goal, it is 272 00:11:40,416 --> 00:11:42,041 incredible to watch the way in which 273 00:11:42,041 --> 00:11:43,583 people come together. 274 00:11:44,333 --> 00:11:46,166 So the other big lesson, the second big 275 00:11:46,166 --> 00:11:48,000 lesson from the Olympics is 276 00:11:48,000 --> 00:11:50,583 community creates momentum. 277 00:11:51,041 --> 00:11:53,041 And my encouragement to you is to begin 278 00:11:53,041 --> 00:11:55,333 thinking about how you can incorporate 279 00:11:55,333 --> 00:11:57,208 community elements into 280 00:11:57,208 --> 00:11:59,291 the things that you deliver. 281 00:12:00,291 --> 00:12:04,125 Now the third lesson from the Olympics is 282 00:12:04,125 --> 00:12:07,083 that joy is actually a strategy. 283 00:12:08,083 --> 00:12:11,708 So now the dust has settled and we can 284 00:12:11,708 --> 00:12:13,625 look at the final medal count. 285 00:12:14,208 --> 00:12:15,375 Did you notice what 286 00:12:15,375 --> 00:12:17,125 country won the most medals? 287 00:12:17,625 --> 00:12:20,291 No, it wasn't the US. 288 00:12:21,291 --> 00:12:22,333 It was Norway. 289 00:12:23,125 --> 00:12:24,000 Now here's something 290 00:12:24,000 --> 00:12:24,916 interesting about Norway. 291 00:12:26,166 --> 00:12:27,291 Norway has about 5 292 00:12:27,291 --> 00:12:29,500 million people in their country. 293 00:12:30,166 --> 00:12:32,208 The US has over 340 294 00:12:32,208 --> 00:12:34,625 million people in their country. 295 00:12:35,208 --> 00:12:38,583 And yet Norway won more Olympic medals 296 00:12:38,875 --> 00:12:40,666 than any other country. 297 00:12:41,291 --> 00:12:41,583 How? 298 00:12:42,458 --> 00:12:43,791 Well, this is where it gets interesting 299 00:12:44,708 --> 00:12:48,291 because the Norway model for sports is 300 00:12:48,291 --> 00:12:49,750 different than anything that 301 00:12:49,750 --> 00:12:51,375 I've ever experienced myself. 302 00:12:51,375 --> 00:12:52,958 Now I grew up playing sports. 303 00:12:53,166 --> 00:12:53,958 I am an athlete. 304 00:12:53,958 --> 00:12:56,291 I love competitive sports, but Norway 305 00:12:56,291 --> 00:12:57,916 does things dramatically different. 306 00:12:59,166 --> 00:13:03,250 See, when a kid expresses interest in 307 00:13:03,250 --> 00:13:06,666 sport in Norway, they actually don't keep 308 00:13:06,666 --> 00:13:10,000 score until the age of 11. 309 00:13:11,208 --> 00:13:13,333 So kids are playing sports, whether it's 310 00:13:13,333 --> 00:13:15,125 soccer, whether it's different Olympic 311 00:13:15,125 --> 00:13:15,875 sports, whatever it might 312 00:13:15,875 --> 00:13:17,750 be, they just don't keep score. 313 00:13:18,500 --> 00:13:20,416 And there's no regional championships or 314 00:13:20,416 --> 00:13:21,458 national championships 315 00:13:21,458 --> 00:13:22,458 before the age of 11. 316 00:13:23,000 --> 00:13:25,291 And that gives kids the freedom to just 317 00:13:25,291 --> 00:13:26,958 try multiple sports. 318 00:13:27,250 --> 00:13:28,250 There's no pressure for 319 00:13:28,250 --> 00:13:30,000 them to specialize early. 320 00:13:30,750 --> 00:13:32,875 And 93% of Norwegian 321 00:13:32,875 --> 00:13:35,250 kids play organized sports, 322 00:13:35,833 --> 00:13:36,500 Not because they have 323 00:13:36,500 --> 00:13:38,083 to, but because it's fun. 324 00:13:38,875 --> 00:13:41,375 And there's an actual document called the 325 00:13:41,375 --> 00:13:44,458 Children's Rights in Sports that 326 00:13:44,458 --> 00:13:46,500 literally protects the 327 00:13:46,500 --> 00:13:47,666 joy of participation. 328 00:13:48,291 --> 00:13:50,125 And so when you take the pressure off and 329 00:13:50,125 --> 00:13:52,166 you lead with joy, you get better 330 00:13:52,166 --> 00:13:53,791 long-term results, not just 331 00:13:53,791 --> 00:13:55,875 in sports, but in everything. 332 00:13:56,625 --> 00:13:58,958 And how many of us are running marketing 333 00:13:58,958 --> 00:14:00,708 campaigns that we hate? 334 00:14:01,625 --> 00:14:02,708 How many of us have heard, 335 00:14:03,000 --> 00:14:04,541 "Well, you have to do video." 336 00:14:04,791 --> 00:14:07,166 So we do videos that we hate, or we've 337 00:14:07,166 --> 00:14:09,083 heard, "You need to post every day." 338 00:14:09,083 --> 00:14:12,083 So we grind it out with a no spark or 339 00:14:12,083 --> 00:14:13,000 enthusiasm or 340 00:14:13,000 --> 00:14:14,125 excitement for it whatsoever. 341 00:14:15,583 --> 00:14:17,291 And when we don't have that excitement, 342 00:14:18,041 --> 00:14:20,833 it shows up and people can feel when 343 00:14:20,833 --> 00:14:21,791 something is forced. 344 00:14:22,833 --> 00:14:24,250 But what if you only did the marketing 345 00:14:24,250 --> 00:14:25,458 that felt fun to you? 346 00:14:25,708 --> 00:14:28,166 The stuff that lights you up, the format 347 00:14:28,166 --> 00:14:30,916 that feels natural to you, the platform 348 00:14:30,916 --> 00:14:33,708 where you actually enjoy showing up. 349 00:14:34,000 --> 00:14:34,833 Like I'll tell you, 350 00:14:35,291 --> 00:14:36,750 this podcast right here, 351 00:14:38,083 --> 00:14:40,083 I got tripped up and held up for a long 352 00:14:40,083 --> 00:14:41,333 time in bringing this back. 353 00:14:42,125 --> 00:14:42,375 Why? 354 00:14:43,625 --> 00:14:45,625 Well, because my team kept encouraging me 355 00:14:45,708 --> 00:14:48,291 to make every episode a video episode. 356 00:14:49,583 --> 00:14:50,791 Now between us girls, 357 00:14:52,333 --> 00:14:57,875 the video, it means I gotta go like do my 358 00:14:57,875 --> 00:15:00,125 hair and makeup, and I gotta worry about 359 00:15:00,125 --> 00:15:01,916 what I'm looking like and all the things. 360 00:15:02,291 --> 00:15:04,125 Whereas instead, I just like doing this. 361 00:15:04,458 --> 00:15:06,041 Like just you, me having a conversation. 362 00:15:06,583 --> 00:15:07,750 Well, really it's a one-sided 363 00:15:07,750 --> 00:15:09,541 conversation, but you get the point. 364 00:15:09,750 --> 00:15:12,708 Like it's just me sharing what's going on 365 00:15:12,708 --> 00:15:14,041 in my brain, what I'm 366 00:15:14,041 --> 00:15:15,375 thinking, what I'm seeing. 367 00:15:16,500 --> 00:15:19,250 The audio format is a format that I love 368 00:15:19,250 --> 00:15:21,916 best, but I kept getting tripped up 369 00:15:23,125 --> 00:15:24,666 thinking about doing the 370 00:15:24,666 --> 00:15:26,625 video format in every episode. 371 00:15:27,500 --> 00:15:31,041 And so ultimately what we discovered was 372 00:15:31,041 --> 00:15:36,041 I will actually do far more if I have 373 00:15:36,041 --> 00:15:38,250 more fun doing the 374 00:15:38,250 --> 00:15:39,958 things that I enjoy most. 375 00:15:40,291 --> 00:15:41,166 I enjoy audio. 376 00:15:41,500 --> 00:15:43,291 I enjoy you and me 377 00:15:43,291 --> 00:15:46,083 right here in this episode. 378 00:15:46,875 --> 00:15:48,958 And so we found a way to do it. 379 00:15:48,958 --> 00:15:52,125 We do one video episode a week and two 380 00:15:52,125 --> 00:15:53,625 audio episodes a week. 381 00:15:53,916 --> 00:15:55,500 I can do audio all day long. 382 00:15:56,375 --> 00:15:58,291 Now the video we've had to plan and we've 383 00:15:58,291 --> 00:16:00,541 had to sort that out and get ahead and 384 00:16:00,541 --> 00:16:02,791 I'm super grateful and excited because we 385 00:16:02,791 --> 00:16:04,541 have so many stellar episodes. 386 00:16:05,000 --> 00:16:07,333 For me, that has lit me up because I get 387 00:16:07,333 --> 00:16:10,208 to chat with amazing human beings and 388 00:16:10,208 --> 00:16:12,000 bring them to you, right? 389 00:16:12,291 --> 00:16:14,875 So like for me, I found a new love for 390 00:16:14,875 --> 00:16:17,083 the video, specifically video episodes, 391 00:16:17,500 --> 00:16:19,708 but man, video solo episodes, I don't 392 00:16:19,708 --> 00:16:21,833 know, but I love audio only episodes. 393 00:16:22,541 --> 00:16:24,000 So here's why I'm sharing this with you 394 00:16:24,750 --> 00:16:27,000 because when there is joy in what you do, 395 00:16:27,291 --> 00:16:28,625 the results will follow. 396 00:16:29,250 --> 00:16:31,291 I mean, Norway proved this at scale. 397 00:16:31,708 --> 00:16:33,166 So what I want to encourage you to do is 398 00:16:33,166 --> 00:16:34,333 write down your top 399 00:16:34,333 --> 00:16:36,250 three marketing activities. 400 00:16:36,666 --> 00:16:37,916 I want you to circle the 401 00:16:37,916 --> 00:16:40,041 ones that you actually enjoy. 402 00:16:40,625 --> 00:16:43,625 Now this may go against all common best 403 00:16:43,625 --> 00:16:45,833 practice, but I'm just taking 404 00:16:45,833 --> 00:16:47,416 a page out of Norway's book. 405 00:16:48,166 --> 00:16:50,875 And what the whole Norway Olympic 406 00:16:50,875 --> 00:16:54,458 experience taught me was that when kids 407 00:16:54,458 --> 00:16:56,666 enjoy the sports that they're actually 408 00:16:56,666 --> 00:16:58,375 playing, they get better results. 409 00:16:59,083 --> 00:16:59,666 I'm just gonna 410 00:16:59,666 --> 00:17:01,416 transfer that to you and I. 411 00:17:02,000 --> 00:17:06,500 I would argue when you and I enjoy what 412 00:17:06,500 --> 00:17:07,833 we do, we're gonna get 413 00:17:07,833 --> 00:17:09,916 better results long-term. 414 00:17:10,458 --> 00:17:12,041 So write down your top 415 00:17:12,041 --> 00:17:12,958 three marketing activities. 416 00:17:13,541 --> 00:17:14,958 Circle the ones that you actually enjoy, 417 00:17:15,166 --> 00:17:16,875 and that's where you should go all in. 418 00:17:17,125 --> 00:17:18,791 Not the ones that you've been told to do, 419 00:17:18,791 --> 00:17:20,958 but the ones that you actually enjoy. 420 00:17:21,541 --> 00:17:23,125 All right, so here's your next steps. 421 00:17:23,958 --> 00:17:26,291 I want you to think about this week, 422 00:17:26,958 --> 00:17:29,375 taking 10 minutes and identifying the 423 00:17:29,375 --> 00:17:31,041 story behind your offer 424 00:17:31,041 --> 00:17:32,250 that you've never shared. 425 00:17:32,250 --> 00:17:33,208 I want you to write that down. 426 00:17:33,500 --> 00:17:34,750 That's your next piece of content. 427 00:17:35,416 --> 00:17:37,708 Then I want you to think about how could 428 00:17:37,708 --> 00:17:39,375 we bring people together 429 00:17:40,833 --> 00:17:43,916 for a common purpose within our customer 430 00:17:43,916 --> 00:17:45,375 base, within our community? 431 00:17:46,000 --> 00:17:47,750 And I want you to think about how you can 432 00:17:47,750 --> 00:17:51,208 use the momentum that community creates 433 00:17:52,333 --> 00:17:54,708 to help your people get better results 434 00:17:54,708 --> 00:17:56,458 and work towards an outcome. 435 00:17:56,875 --> 00:17:58,458 And then lastly, I want you to think 436 00:17:58,458 --> 00:17:59,125 about your marketing. 437 00:17:59,833 --> 00:18:01,416 And I want you to think about the 438 00:18:01,416 --> 00:18:04,208 marketing activities that you enjoy most. 439 00:18:04,208 --> 00:18:05,583 Let's take a page out of Norway's book. 440 00:18:05,958 --> 00:18:07,666 Let's double down on the things that we 441 00:18:07,666 --> 00:18:10,458 love most, because my guess is it will 442 00:18:10,458 --> 00:18:11,875 actually lead to the 443 00:18:11,875 --> 00:18:13,291 best results long-term. 444 00:18:14,166 --> 00:18:15,208 Now, next week, 445 00:18:17,166 --> 00:18:19,166 we have got some doozy 446 00:18:19,166 --> 00:18:21,375 episodes coming to you. 447 00:18:21,791 --> 00:18:24,250 On Monday, we've got an episode coming 448 00:18:24,250 --> 00:18:26,208 with an author that has 449 00:18:26,208 --> 00:18:29,375 sold more than 4 million books. 450 00:18:30,083 --> 00:18:32,791 In fact, his book is one of 451 00:18:32,791 --> 00:18:34,750 my all-time favorite books. 452 00:18:35,375 --> 00:18:37,833 And so I can't wait for you to hear that 453 00:18:37,833 --> 00:18:40,916 interview as I talk to him about how he's 454 00:18:40,916 --> 00:18:43,541 written a book that has gotten received 455 00:18:43,541 --> 00:18:45,416 so well by millions 456 00:18:45,708 --> 00:18:47,041 and millions of people. 457 00:18:47,500 --> 00:18:49,416 And there are some gems in there, whether 458 00:18:49,416 --> 00:18:51,083 you plan to write a book or not, 459 00:18:51,541 --> 00:18:54,208 specifically how to communicate so that 460 00:18:54,208 --> 00:18:56,541 people get it and want what you have. 461 00:18:56,541 --> 00:18:59,250 It's a great episode that's all coming up 462 00:18:59,666 --> 00:19:01,375 with the one and only Mr. 463 00:19:01,375 --> 00:19:01,625 J. 464 00:19:01,625 --> 00:19:01,958 Papazan. 465 00:19:02,375 --> 00:19:03,791 In the meantime, if you enjoyed this, 466 00:19:04,166 --> 00:19:06,375 subscribe, because we got great content 467 00:19:06,375 --> 00:19:07,333 coming down the pipeline. 468 00:19:07,750 --> 00:19:08,958 And I want to encourage you, share it 469 00:19:08,958 --> 00:19:09,833 with another friend too. 470 00:19:10,208 --> 00:19:10,958 Tell them about it. 471 00:19:10,958 --> 00:19:12,208 Say Stu's back, baby. 472 00:19:12,541 --> 00:19:12,916 Yes.