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Dr. Sabrina Starling Reviews The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

Dr. Sabrina Starling, the Business Psychologist and founder of Tap the Potential, has reviewed John Jantsch’s latest book The Self-Reliant Entrepreneur.

The book is a departure for Jantsch from his previous publications, which have been focused on marketing advice and how-tos. This book is one that Jantsch has been describing as a “why-to;” it’s formatted as 366 daily meditations aimed at helping entrepreneurs through the journey of growing their business.

Dr. Starling talks about how she’s integrated the book into her morning journaling and meditation routine. As a psychologist, she sees a major benefit to entrepreneurs in using this book, as it helps them learn to listen their own voice and trust in themselves.

Watch: Dr. Sabrina Starling’s review of The-Self Reliant Entrepreneur

The Relationship Between the Marketing Hourglass and Maturity Model written by John Jantsch read more at Duct Tape Marketing

The Duct Tape philosophy is that marketing is a system. There are so many moving parts that go into creating a great marketing strategy that, without a guiding framework, it’s easy to get tangled up, twisted around, and lost completely in the weeds.

Over the years, I’ve developed two systems that inform all of the marketing work we do: the marketing hourglass and the marketing maturity model. The marketing hourglass is a way of thinking about the customer journey. These are the steps that a consumer will take in engaging with your brand. It starts with first coming to know you, and goes all the way down to when they’ve become a happy repeat customer, ready to refer friends.

The marketing maturity model is a way for you think about your own marketing activities. What are the assets you need to build, then grow and amplify (or ignite) in order to guide those prospects from the top to the bottom of the marketing hourglass?

In this blog post, I’ll walk you through how the two systems are inextricably linked, and how you can align the way you think about the work you do behind the scenes to create your marketing presence with the experience customers are having on the other side.

The Top of the Hourglass and The Grow Phase

The top of the marketing hourglass is when prospects are first coming to know your brand. We call them the know, like, and trust phases. They’re not ready to make a purchase decision yet, but as they move through these three steps, they’re getting closer.

It starts with them first encountering your brand. Maybe they hear your name from a friend, maybe they discover you in a Google search. Whatever the case may be, you need to greet them with a solid marketing base at this stage to get them to go any further.

Create a Strong Website and Tackle SEO

Don’t you grow wary when a business operating today doesn’t have a website? What are they trying to hide? Or how far behind the times are they? The first step in the marketing maturity model is building a great website because it is the heart of your online presence. A strong website is more than great design; it’s about incorporating a modern promise that shows you understand your customers’ problems and have the best solution out there to fix it.

Behind every great website is a strong SEO strategy. While SEO is an ongoing process and there are dozens of factors to consider if you’re taking a pro-level approach, even a marketing novice can use some SEO quick fixes, like repairing broken links, checking site speed, and designing a mobile-friendly site, to get your website ranking higher.

Build Trust with Content

Once the prospect has discovered your website, you need to provide them with ways to come to know and trust your brand. That’s where the other elements of the build phase—a strong content program, social media presence, and email marketing campaign—come in.

The content on your website (blog posts, explainer videos, product descriptions, your about us page—if it’s on your website, it’s content!), should help prospects get a greater sense of what you do. Your homepage will draw them in with a promise to solve their problem, your other content needs to prove that you’re as good as you say you are. Informative blog posts, glowing reviews from existing customers, and explainer videos that teach viewers something valuable are all great ways for them to come to know and trust your brand.

Get on Social Media

Social media can help in the like and trust phases, too. Simply having a presence on the major social sites gives your business greater legitimacy. Then, creating a strong social presence, with consistent posts that are relevant and helpful, builds on the trust factor.

And take it beyond simply posting—engaging with your followers on social media means building a personal connection. It allows prospects to get to know the individuals behind the brand, and when they get 1:1 responses to their questions and comments on your page, they develop a deep trust in your business: “If they’re paying this much attention to me before I even become a customer, I’m sure I’ll be in good hands once I make a purchase!”

Stay Top-of-Mind with Email Marketing

Finally, email marketing is a great way to continue to show your expertise and remain in prospects’ fields of vision. While they have to seek out your website content or social media profiles, creating an email newsletter filled with helpful tidbits (and the occasional offer) allows you to come to them with your industry knowledge.

The Middle of the Hourglass and the Grow Phase

The middle of the hourglass are the stages we like to call try and buy. By this point, you’ve built a lot of trust around your brand. Your prospects are intrigued and really like what you do. If you can make a compelling offer to get them to give you a try, and the trial goes well, that’s often what seals the deal and helps them convert to full customer.

At this point in the marketing maturity model, you want to continue expanding your essential blocks from the build phase. Your website and content program can grow. Adding things like a regular podcast with a cadre of exciting industry guests is a great way to strengthen your content. Gather all of your relevant content together onto hub pages to give your content program and SEO a boost.

Speaking of expanding SEO efforts, focus on building up backlinks, and get Google Search Console set up so that you can optimize your search ranking for many years to come.

Also, continue to engage and follow up with leads via social media and email marketing. But it doesn’t stop there; now is the time to introduce new tactics to grow your existing relationships and turn prospects into customers.

Undertake Paid Lead Generation

When we say paid lead generation, we’re talking about things like search ads and social media advertising. These can come in many forms. A great place to start is with boosting content on social media, giving posts you’ve shared organically a broader reach for a small fee.

The more advanced tactics take you further into tracking your ads and getting more efficient about driving conversions.

Once you’ve established a series of Google Ads, you can use their offline tracking tool to understand how your ads are impacting business in the real world. By importing your sales information from conversions that happen in your brick-and-mortar store or over the phone, you can better understand the effectiveness of your online ads and refine your approach to win over more prospects.

For all of your ads, you should be creating landing pages that are unique to that particular campaign. In doing that, prospects find the exact deal, offer, or topic that intrigued them in the ad front-and-center on your website, and it makes them all the more likely to convert.

Create a Culture that Integrates Sales and Marketing

Your marketing efforts can take you pretty far, but you need them to be integrated with your sales approach from the start in order to get the greatest result. Make sure that your sales and marketing teams are in communication from day one about prospects.

Set up a clear process for the handoff from the marketing to sales teams, so no one falls through the cracks. And have your marketing team create materials for your sales team, so your brand voice remains consistent in those interactions with prospects as you’re shepherding them from your marketing to sales basket.

Focus on Customer Experience

This is the stage at which your prospects become customers. They’ve liked you enough up to this point to give you a try, so the customer experience must be stellar. That’s the way to take them from one-time customer to repeat buyer.

This starts with a killer onboarding process. No matter what kind of business you’re in, there’s some kind of onboarding for new customers.

If you sell products, your onboarding has to do with getting the product to your customer and ensuring they know how to use it. If you’re shipping your items, make sure that you have a process for your customers to track their packages. Once the item gets to them, include information that will help them get the most out of their new item.

For complicated products, like an electronic device, include clear instructions and maybe even a link to explainer videos to help them get set up. Simpler products, like clothing items, can include care instructions or even just a thoughtful thank you card to show you appreciate your customer’s business.

For services, your onboarding process might be more complex. Establishing a single point of contact within your company for any questions your new client may have, and sending along forms and paperwork that can help you both get on the same page faster, are important elements of your onboarding process.

No matter what kind of business you run, reviews are also very important at the try and buy stage. If you have an unhappy first-time customer, a speedy, sincere response to their complaint can turn things around and save the relationship. Similarly, glowing reviews shouldn’t go ignored. If you take the time to thank new customers for their positive feedback, their happy feelings will only grow!

The Bottom of the Hourglass and the Ignite Phase

By the time you’ve reached the bottom of the marketing hourglass, you’ve already won over that first-time customer. This is your chance to get them to become a life-long customer, and to tell all of their friends and family about your business.

And while it’s statistically easier to hold onto existing customers than to win new ones over, the last thing you want to do is take someone for granted now! You’ve already put in the hard work of converting them; you need to continue to wow them so that they’ll stick around.

Again, you continue to work on the existing tactics you’ve got up and running, from your website through to sales enablement and customer experience. But here, you add three more elements to take your marketing approach to a whole new level and build those lifelong customer bonds.

Invest in a CRM

A customer relationship management tool (or CRM, for short), helps you to better manage all of your customer interactions, both old and new. The tool allows you to track all points of contact with prospects and customers.

This is helpful in better understanding prospects’ path to conversion, and in offering better service to your existing customers.

Let’s say you have an existing customer who’s had an issue with an order. When your team can see that they called last week and emailed a few days later to follow up—and can pull up the transcripts of those communications, plus see notes from the customer service representative who was handling the case—you’re better able to take appropriate action for your customer, without making them explain their problem over and over each time they reach out.

Or maybe you have a customer that’s never had a complaint in their life. The CRM can still help; it can provide information for you to make smarter offers to that customer. If you’re a home improvement store and you notice that a customer recently purchased a dehumidifier, you can target them with ads about replacement filters for their new machine.

Whether you’re troubleshooting, looking for new cross-sell opportunities, or simply trying to better understand your sales pipeline, a CRM is the way to do it.

Use Marketing Automation

Marketing automation and a CRM tool often go hand-in-hand. The CRM gives you all of the customer information you could need or want to enact smart marketing automation techniques.

When you understand your customers’ behaviors, you can segment your buyers into different personas. Each type of customer has their own unique needs that your business meets, and when you understand those needs, you can create marketing materials that most effectively speak to them (and direct that messaging only at the relevant parties).

Take Advantage of AI and Analytics

Also tied in with your customer information is analytics and AI. When you’re gathering information on your customers, you can use analytics to understand what the data all means and, from there, refine your marketing strategy long-term.

Tools like Google Analytics and Google Search Console for your website are free to use, and can provide you with deep, meaningful information about the behaviors and attributes of your customers and prospects. You can even use more advanced techniques, like call tracking, to understand how your online marketing efforts are affecting customers’ behaviors on the phone.

Armed with this information, you can undertake A/B testing, showing two different marketing messages to two different audiences in order to understand which one works best. This kind of testing allows you to hone in on the best possible messaging for each segment of your audience, helping you to retain existing customers and win new ones who might be referred by your biggest fans.

When it comes to creating an effective marketing strategy, you need to align your marketing tactics with what your prospects and customers want and need. By using the marketing hourglass as a guidepost while you walk through the marketing maturity model, you can build a strong marketing presence that will work for your business from start to finish.

Transcript of Staying True to Your Core While Growing Your Business written by John Jantsch read more at Duct Tape Marketing

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Transcript

John Jantsch: When you work for a big brand, run your own small business, do freelance work, doesn’t matter, getting traffic to your website is always an issue. That’s why I love tools like Ahrefs. It’s an all in one SEO tool set that’ll help you solve that problem and they have a seven day trial for only $7. Head over to ahrefs.com to sign up.

John Jantsch: Hello, and welcome to another episode of the Duct Tape Marketing podcast. This is John Jantsch and my guest today is Yaniv Masjedi. He is the chief marketing officer at Nextiva, which is an industry leading cloud communications provider headquartered in Scottsdale, Arizona. So Yaniv, thanks for joining me.

Yaniv Masjedi: I’m excited to chat, John. Thanks for having me.

John Jantsch: Well, let’s just start with the, you know, if somebody met you at a cocktail party, what is Nextiva?

Yaniv Masjedi: So Nextiva, we started off as a cloud phone system years ago, 11 years ago, but our product and company has evolved more recently to where Nextiva has become more of a truly unified and integrated platform. So we bring together business phone service and a number of other ways to communicate all together so businesses can prospect, engage, and manage their customer relationships in one place.

John Jantsch: So when did you join the firm?

Yaniv Masjedi: Since day one.

John Jantsch: Since day one, okay.

Yaniv Masjedi: Yeah.

John Jantsch: So you were selling VoIP to people that didn’t know what that was.

Yaniv Masjedi: Exactly, in the early days we were essentially educating the market on moving away from traditional PBX, expensive, clunky, difficult phone systems to the cloud or VoIP back in 2008.

John Jantsch: Yeah, I remember actually having one of those closets with the thing and it, because I’ve had my business for 30 years, and it was kind of a mystery to me that I think the last one I gave three grand for, or something like that, that was this thing that made the phones work. And so when services like Nextiva came along, I mean, that was giantly disruptive and all of a sudden it was like we were getting this stuff for $300 instead of $3,000.

Yaniv Masjedi: Exactly. Yeah, when we started, the idea for Nextiva came from an experience we had at a previous company where we needed a phone system for ourselves and just the phone system for our team cost us $250,000, a company with 300 people back in 2006, and that was just for the phone system. If we wanted customer service, it was an extra $110,000 a year for annual support. And that’s when Thomas, our CEO, had the idea to essentially come up with Nextiva because if we had that problem, unquestionably other businesses did as well.

John Jantsch: Yeah, I wonder how many companies through the years have made that statement. “We couldn’t find what we wanted, so we just made it.” I mean, that’s… I can’t tell you how many times I hear that.

Yaniv Masjedi: Yeah. And it’s a special and probably one of the best ways to disrupt and create a creative business, right? When there’s a problem and nothing out there to really solve the gap.

John Jantsch: Are you able in hindsight to say, “Well, here’s how things have changed.” Or… And then also the flip side of that, what’s kind of remained the same? I mean you guys have grown so much that maybe you can’t even remember what it used to be like.

Yaniv Masjedi: Oh trust me, I remember. I remember. I mean we, Nextiva was an interesting… the founding of the company was quite interesting because Thomas had the idea, and then we got a tiny office with really like no room to walk, and we just put a desk in there and a few of us started to research the market. And pretty quickly we just, you know, day by day. Great things, it takes time and work. Obviously we’ve come a long way in 11 years, but a lot of work and no shortcuts. It’s just daily work. But yeah, I definitely remember the first, the early days.

John Jantsch: Well, so what of that have you retained? I mean, I think a lot of times people lose that closeness of, “Hey, we’re changing the world. We’re starting something that doesn’t exist.” And to, “Did we hit our number this quarter?” So what have you been able to retain, you think, from that kind of original, “Here’s what we’re trying to do.”?

Yaniv Masjedi: I hope that we’ve been able to retain the good things and we’ve removed the not so good things. So at its core I would say I think one thing that’s really special is most of the people that were in the room, or with Nextiva in the early days, are still working nonstop every day at Nextiva. So being together and obviously the company’s grown a lot, but the principles and just the passion and values around growing a business the right way where there really, truly is no exit strategy and we’re in it for the long run and focusing on our customers and our employee experience. Those two things, I would say the customer experience and the employee experience, I would say we’ve only strengthened since the start and it’s been so super key to us.

John Jantsch: So I think you told me early on there was a decision not to take venture capital and maybe that just was because you never felt the need to, but you want to kind of riff a little bit on whether or not that, you know, what that meant to the company, how that changed your path?

Yaniv Masjedi: Yeah. I don’t think there’s anything wrong with necessarily taking venture capital or funding, but when Nextiva started early on, we felt like there was no need to necessarily do that. We can grow and scale a business quite effectively in a self funded manner where essentially our customer revenue and our growth funds the future of the business. And that’s been the approach that we’ve taken thus far and it served us quite well. But I think it’s also a blessing, right? Because when there’s not an abundance of money, you’re forced to make the tough decisions, but also be very cautious and careful around where you put your focus, where you put your money, where you put your energy.

John Jantsch: Are you able to think about a time, a moment when maybe you collectively, you all kind of said, “You know what? I think this is going to work.” Or was it just kind of like, “Hey, let’s put in the work.” And year after year you just felt like you kept growing and evolving?

Yaniv Masjedi: You know, I think we realized the problem pretty early on that there was… we were on to something, and that was because we had the same problem as well, and we were using the service for ourselves, and we realized it’s great and it could be better and other businesses just need to know about us. And once they know about us, it’s almost like a no brainer. But there were some interesting moments definitely in the early days where we also thought there was going to be a bright future in residential phone service, so Nextiva was selling business phone service and we had a small kind of division that was selling residential, and we learned pretty quickly that the future and there is a ton of opportunity on the business side of things, but home phones are not a place to focus.

John Jantsch: Probably just as much work to get one into a home.

Yaniv Masjedi: If not more.

John Jantsch: Is that right? Yeah. Yeah.

Yaniv Masjedi: Yeah, no the residential market, you’re spot on. Acquiring a customer on the business side was sometimes often less expensive and easier than the residential side. And the customer experience, just delivering an excellent customer experience was far more challenging on the residential side.

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John Jantsch: Putting your marketing hat on, if somebody was new to your marketing department and said, “Okay, what problem are we solving here?” How would you answer that?

Yaniv Masjedi: Traditionally with Nextiva it’s been around the business phone service, so I’ll answer it in two parts. When we’re looking at kind of the legacy kind of business phone service side, the ways of communicating of have evolved, yet the traditional PBX, that PBX that you once bought or have bought multiple of, they’re difficult to use, difficult to manage, expensive. Calling the local phone company for help was going to take two weeks for them to visit you onsite between the hours of 8:00 AM to 5:00 PM, and they’ll give you a… they’ll ring the doorbell once and if you don’t answer they’ll leave. It was just very difficult to really use, and again, expensive. But also when we look at Nextiva kind of where we are today and where we’re headed, the complexity of customer relationships are growing, and the pressure to get them right are increasing, and it’s become really difficult for businesses to manage their customer relationships. So we’ve, in the age of Amazon and Uber where customer expectations are higher, we’re trying to bring the integrated and effortless customer experience to businesses of all sizes.

John Jantsch: As a growth strategy, there’s a couple of ways to grow, get more customers or do more with your existing customers. And I’m sure there’s a real temptation once you had the phone or once you had the customer contact point, is there a lot of… is there a lot of pressure to say, “Well, look at all these other things we could do for them.” And how do you kind of balance that and with staying true to kind of your core offering?

Yaniv Masjedi: Yeah, so first and foremost I think marketing is only successful if there’s growth happening. Like you said growth can happen multiple ways either acquiring new customers or keeping and growing your existing customer base. In our case we’ve been immensely focused on both ends, but I would say not as much oriented around the traditional like upsell methodology and much more around, “How do we continuously add value and keep the customers happy with Nextiva?” Because the number of options and the simplicity [inaudible] has in some cases become easier than it has in the past. So we know that we just can’t take our customers for granted and need to provide value always.

John Jantsch: Where do you fall as trying to offer this unified approach? Because I’ve worked with other software companies and so they take CRM, and email, and shopping cart, and SMS, and these kind of like, “Yeah, let’s connect it all together.” And then you end up not having best of class maybe of any of those, if that makes sense.

Yaniv Masjedi: Right.

John Jantsch: Where do you fall in terms of where we stop? Because you, I mean, you could start doing SEO for your customers frankly, you know? So where as a platform do you feel like communication ends with kind of you developing more offerings?

Yaniv Masjedi: Yeah, so you bring up a great point because it seemingly could never end, and we’re not trying to be an expert in practically every single type of, kind of channel. But there are a number of core ones that we want to bring together and simplify. So whether it’s on the phone side, which I believe we’ve quite become quite excellent at. But aside from the phone, CRM, chat, and really bringing that together with like survey, and analytics, and SMS, we view… business communication is changing quite rapidly and we know we can’t be a master of all, but we want to make it as easy and effective as possible for businesses, because the reality is most businesses are just using a spreadsheet or pen and paper in many cases because most of the technology that’s out there is just too difficult or expensive.

John Jantsch: Yeah. And probably one of the biggest challenges for a lot of businesses is that the consumer wants to communicate in whatever’s convenient to them at the time in the certain… for certain things, we want to handle them with SMS, for certain things we want to talk to somebody live, and I think as businesses, the real challenge is we have to be nimble in all of those.

Yaniv Masjedi: Yeah. And the pressure to get it right is increasing, right? Customers want to communicate the way that they want to communicate with you, and businesses, I would say for the most part, have been struggling to keep up, but Nextiva is really focused on simplifying that.

John Jantsch: So Yaniv, what does your team, your marketing team look like today in terms of division of labor, how many people, how do you structure your marketing team?

Yaniv Masjedi: Yeah, so the organization is about 50 people today and it’s organized by really route to market. So we have a number of ways that we go to market and we, so we have an inside sales leader on the sales side and then an inside sales marketing leader. We have a partner marketing division, so a partner marketing leader on the sales side that kind of works interlocked with a partner marketing leader on the marketing side. And the same goes with enterprise and all our other channels. So we essentially route… we structure our team by route to market and then the rest of the marketing team, whether it’s content, design, video, everyone kind of serves as an agency supporting our sales organizations and our leaders. Because kind of really one of the things I’ve been super passionate about is, since day one, marketing is only successful if there’s sales. If we’re not marketing and driving growth, almost every other activity, not to say it’s worthless, it’s just probably not where I want to see us focus.

John Jantsch: One of the things that… I’ve interviewed so many business owners, folks in your seat, and hiring… when you grow, particularly if you grow rapidly, hiring and managing talent has seemingly turned into the biggest challenge most companies have, particularly if they’re trying to retain kind of the culture of what they stand for. Do you have a particularly useful nugget to share with us today about how Nextiva finds talent, hires talent, retains talent, and kind of keeps that culture where people want to work there?

Yaniv Masjedi: Many, but I’ll share one that has been instrumental for me, and I think Nextiva as a whole, is I look for three things in every marketer and it hasn’t failed. The first is looking for… you want to work with someone that’s absolutely passionate about their area of marketing. So if we’re talking about video production, this person, the candidate, needs to be absolutely obsessed with video and video production and has a kind of burning and a strong desire to always learn and be great in their area, their subject.

Yaniv Masjedi: Second is working with people that really just have an attitude of moving forward, work is never done. There needs to be a healthy balance between our life outside of the workplace and in the workplace. But you want to do as much as possible, and push ahead, and accept the fact that, and embrace the fact that work can always be better, and there’s always room to improve because that’s contagious. And third is being around people that are just really good people, have values that align with you or the company, and take care of themselves, respect others, respect themselves. Because when you have those three things, I’ve just found it to be super powerful and allows us to grow fast.

John Jantsch: Do you mind sharing maybe a little bit of your hiring process then? Because while those, I don’t think anybody would disagree with those three points you just made, sometimes figuring out if somebody is a good person, figuring out if they have that move forward attitude, I mean, how do you get that in the traditional kind of hiring environment?

Yaniv Masjedi: Yeah, most of my questions tend to be focused around going a few layers deeper, so if, let’s just use a common question like, “How do you keep up to date with marketing?” That’s a very common question that I think people will ask in an interview, “How do you keep up with marketing?” And then the common answer is, for example, “I listen to the Duct Tape Marketing podcast.” And if someone says that-

John Jantsch: That’s probably a universal answer, I’m sure.

Yaniv Masjedi: Exactly, so then from there you would want to ask just a few layers deeper, like which episodes, and why, and what sticks with them, and really trying to go, like peeling an onion, getting a few layers deeper to really understand the person, and kind of how they learn, and why are they so passionate about their area of business, or just having a conversation about them as an individual and not as much about the work itself to really understand them, and their values, and what they are, what they’re like outside of work.

John Jantsch: Tell me a little bit about if, and again, this may or may not fit into the culture, but I know one of the things that sometimes is a challenge for companies, even if they very much want to embrace this, but in today’s workplace hiring for diversity, is that… do you find that that’s a challenge, or do you find that that’s something that’s just really very natural for Nextiva?

Yaniv Masjedi: I would say we’ve been, it’s been something that we’ve been mindful of. I would say more and more when we first started in 2008 I think the early days it was just, “Let’s move fast and do what makes sense.” But I think diversity of thought, and just experiences, and being more mindful of that has been something that we’ve definitely practiced and focused on a lot more because as the team grows and the company has expanded the way it has, it’s just something that it’s foolish to neglect.

John Jantsch: Yeah. Well, and I think there’s many, many companies that have realized the longterm benefits, just like you said, of getting new ideas, getting people to feel they’re welcome and safe in any kind of environment I think just benefits everybody.

Yaniv Masjedi: Exactly.

John Jantsch: So I listened to a video that I stumbled on of you being interviewed and I found one element that was really interesting because I don’t know that I hear enough people saying this, but you were talking about focus of individuals, getting them to focus on what’s important to them. And you talked about this idea of identifying one metric, kind of almost like everybody in their job, the company was like top line revenue maybe or profit, but that everybody in their position, whatever their position was, could identify a metric that would kind of say, “Yeah, I’m moving forward in my job.” You want to talk about that? And I’m assuming maybe it’s almost something that you do formally.

Yaniv Masjedi: Yeah. Yeah, because, and I think probably people listening to this, we all kind of struggle with the kind of, like the game of whack-a-mole, right? There’s so much to take on, there’s so much opportunity, a lot of noise. Where do you… What really moves the needle? And for us, as a marketing organization, we try, really for quite some time we’ve tried to identify what is the… what is that most important metric that’s key to us as a business, as a unit? And then each person on the team has their defined kind of metric that in some way leads to impacting that top number that we pretty much obsess over every day.

Yaniv Masjedi: And by being organized like that, I think it helps us as an organization, staying focused and making the right decisions, but also it brings a level of accountability and just, I would say energy, because there’s visibility and our work is always tied back to a number. And it’s not to say become insanely obsessed over metrics to the point where there’s like… you know, data is important, but also I think just one number really simplifies it. And sometimes it’s really tough to choose one number. So in certain cases we, one number for a certain, like let’s say one month, and then for someone, that number may change the following month.

John Jantsch: Yeah. I think one of the important things about it is a lot of times, once somebody is, maybe a couple layers deeper in a department or something like that, or a part of the company, sometimes it’s harder for them to feel like I’m making a difference in the number that everybody seems to care about. And I think it’s like playing a game without rules, there’s no way to win.

Yaniv Masjedi: Right.

John Jantsch: And so I really love that idea because I think somebody whose job it is to grow the newsletter list, knows that that metric is an important metric, it’s hyper important for them. But it then gets translated up to the importance in the big number, and I think they feel like, “Yeah, I did my part.”

Yaniv Masjedi: Exactly. And it’s… And there’s also clarity, right? Because the people around that person responsible for the email newsletter lists, like everyone knows what he or she is focused on and what’s most important. So it just brings a level of visibility and transparency in the organization that I think is super valuable too.

John Jantsch: Yaniv, I really appreciate you stopping by and sharing your thoughts on Nextiva. Do you want to tell people where they can find more about your work and obviously take a look at the product there at Nextiva?

Yaniv Masjedi: Yeah. So nextiva.com, I really enjoyed talking to you, John. Been a fan of yours since Nextiva started, so glad we were able to finally connect and have a chat.

John Jantsch: Yeah, this is great. All right.

Yaniv Masjedi: Thank you.

John Jantsch: Hopefully we’ll run into you next time I’m down there in Scottsdale.

Yaniv Masjedi: Hope so.

Staying True to Your Core While Growing Your Business written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Yaniv Masjedi
Podcast Transcript

Today on the Duct Tape Marketing Podcast, I sit down with Yaniv Masjedi, CMO of Nextiva.

Nextiva is a cloud communications company based in Scottsdale, Arizona, and Masjedi has been a part of the team since the company was founded in 2008.

On today’s episode, he talks about Nextiva’s business model, how they’ve grown the business over the years, and how—through the growth—they’ve managed to stay true to their core business and their company values.

Questions I ask Yaniv Masjedi:

• What’s the elevator pitch for your company, Nextiva?
• As your business has grown, what have you been able to retain from that original entrepreneurial spirit?
• How do you structure your marketing team right now?

What you’ll learn if you give a listen:

• Why Nextiva chose not to seek out venture funding, and how Masjedi feels it’s benefited the company.
• How to balance expansion with staying true to your core offerings.
• Masjedi’s favorite tool for finding focus within your individual projects and team’s work.

Key takeaways from the episode and more about Yaniv Masjedi:

• Learn more about Nextiva
• Follow on Twitter
• Connect on LinkedIn

Like this show? Click on over and give us a review on iTunes, please!

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John Jantsch on The Speaking Show Podcast – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

David Newman, host of The Speaking Show podcast, invites John Jantsch to discuss his latest book, The Self-Reliant Entrepreneur.

Jantsch is an established marketing expert, who has run his own marketing consulting firm for 30 years and written five books on the topic. This book is a departure from his how-to marketing books; here, he reflects on his decades of being an entrepreneur and shares wisdom and advice to help others on an entrepreneurial journey. The daily meditations contained in the book are designed to guide entrepreneurs towards a more self-reliant and confident mindset.

To learn more about his career, the book, and what’s next for Jantsch, check out the podcast.

Listen: John Jantsch on The Speaking Show

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Transcript of How Meditation Can Change Your Life (and the World) written by John Jantsch read more at Duct Tape Marketing

Back to Podcast

Transcript

John Jantsch: This episode is a Duct Tape Marketing Podcast, and is brought to you by pixelz.com. You’ve got to make those images look great. If you want them to pop, if you want them to represent your products, this is a retouching service to make your images look great.

John Jantsch: Hello, and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Tom Cronin. He is the Co-Creator of The Portal movie and book and is leading a global movement to inspire 1 billion people to meditate daily. He’s on the road right now touring with the film on his way to Taos, New Mexico as we record this. So Tom, thanks for joining me.

Tom Cronin: It’s good to be here. Sorry about if there’s any background noise, but we’re moving from city to city taking the film on the road.

John Jantsch: So, your background was not meditation. You had another career that you spent a great deal of time in and I wonder if you could lead us up to what brought you on this path in your past.

Tom Cronin: Yeah. I spent all [inaudible] as a 26 year career in finance on a trading room floor. So we were trading swaps and bonds on international finance markets. So if anyone has seen the film Wolf of Wall Street, just imagine that trading room floor that they depicted very, very well in the late 80s. I started my career in the same year as Jordan Belfort, actually in 1987 and it was a fun, furious, fast, hectic time and it wasn’t what I was prepared for or expecting, but it was one of the things that I just sort of slipped into.

Tom Cronin: And so, I spent and ended up 26 years in that career. But the first few years of that I very much fell into the lifestyle that was late 80s, early 90s and that was a lot of drugs, drinking, partying, and working really, really hard. So, that combined and escalated into showing up a lot of stress symptoms in my body. And that’s what led me to eventually meditation because it got so extreme that I had to find another alternative to what I was doing at that particular point in time.

Tom Cronin: And that was about 10 years into my career that I learned to meditate. And that was, the shift that started to happen.

John Jantsch: So you didn’t necessarily just chuck what you were doing, you just changed your lifestyle.

Tom Cronin: Yeah, and that’s an important thing for anyone that’s listening in business or entrepreneur is that, it wasn’t the job that was the problem. It was the way I was relating to the job, the way I was behaving in the job, the way I was thinking about the job. And that was the variable. So, 10 years I had a very extreme stress response to the job and that’s where symptoms show up. And if you think of symptoms, I like the analogy to a red light on the dashboard and that red light is really just a signal that there’s a problem from under the dashboard … Sorry, under the bonnet that you need to look at. And that’s what was happening to me. I was getting all these symptoms, but I was ignoring them.

Tom Cronin: And once I started to change my lifestyle habits and started to learn to meditate and bring meditation as a part of my day, then things really picked up in a big way and my life started to become calmer, smoother, more fluid, and I just got better in my job. And so, I sustained another 16 years in that job without having as many of those stress responses.

John Jantsch: So, let’s talk a little bit about the Portal Movie and book. But I guess maybe the first step is what is the Portal? Why is that the name?

Tom Cronin: Yeah, the Portal is, it represents a couple of things. Firstly, it represents that personal experience that I have when I’m going into stillness into meditation. And it’s that experience of moving away from thinking and feeling and moving away from the forms of the world and moving away from the future, and in the past and then going into this stillness and silence. And then, the Portal also represents on a macro level, what does it look like for humanity in our way forward as we sort of step into this new space, that’s a possibility for us to go forward? And I’m what’s on the other side of that?

John Jantsch: So one of the things that you propose is that meditation is one of the keys to maybe changing the trajectory of the world. I don’t think we probably have to go into what wrong trajectory I might be on. So, how do you profess that that is the solution.?

Tom Cronin: Well, in the film, Mikey Siegel discusses how most of the world’s problems are created by humans. And if that’s a state of mind, it’s creating the problem, then it’s the state of mind that can solve the problem. But the thing is, we can’t solve the problems of the world with the same state of mind that’s creating the problems. And what I saw changed significantly in my life as I was just continually doing the same thing over and over again, nothing really significantly changed until I started to get out of that program that I was in, that indoctrination, but also my own program and my own belief systems and get into this clearer state of just awareness without the condition thinking.

Tom Cronin: And then what happened was I started to be able to watch my actions or watch my thoughts and then have a very different set of ideals about the life I wanted to live and the life I could live. And I see this and we see this happen in the film as well. All these stories, six stories that had really diverse backgrounds, but very challenging experiences in their life and this ability through the use of meditation to be able to shift the trajectory of their path of life and start to create something that was new and more profound and more, I guess progressive and more harmonious.

Tom Cronin: And if we multiply that into 100,000, a million, 1,000,000,007 billion, then we start to see a significant change on the planet. And I think where I come from with the inspiration for the film and the project is to start to have our shifting states of mind, our level of awareness, our sense of interconnectedness, not just with other humans but also with nature itself. And then what happens is a very significant shift will start to prevail I think on the planet.

John Jantsch: How much, again, those are all very practical as far as I’m concerned, but sometimes people need something more tangible. How much connection between mind and body? In other words, how much of a role do you feel meditation can play in some of the physical ailments that many people are fighting with nothing but drugs today?

Tom Cronin: Yeah, it’s ground zero. It’s the basis for change I think on a physiological and biochemical level and that’s a result of the body. For me particularly, this was the state it was in and for most people on the planet currently I reckon, which is this state of fight, flight or sympathetic nervous system state. And it’s a system within the nervous system or a system within the body that is a defense mechanism to protect us from dangerous situations. And we think it’s normal to be on our phones and to be using technology as much as we do driving through lots of traffic and lots of meetings and lots of busy sort of lifestyle. But if you look at our history over thousands and hundreds of thousands of years what we were doing in the last 10 years or 20 years is just exponentially overwhelming for our nervous system.

Tom Cronin: And so, what’s happening is we’re in this constant state of fight flight and when we’re in fight flight, what happens? Our brain starts contracting in the frontal region of the brain, which is the CEO type region of the brain. Our biochemistry starts changing where we’re shifting a lot of cortisol, adrenaline are pumped into our blood and we’re reducing the production of melatonin, oxytocin and serotonin, which are biochemicals that help us sleep, feel happy and feel love because we’re in this fight or flight and about to go to battle or run from a side to a tiger. And so, there’s no levels of compassion and empathy and love and no ability to sleep well. And so, all these symptoms are arising from a society that’s overwhelmingly stressed or in a stress response.

Tom Cronin: We start storing fat cells because we might be on the run for days. We’re getting a lot of obesity. We start coagulating our blood because we don’t want it gushing out. If we get stabbed, which is leading to heart disease. We start converting high blood sugar levels because we might have to run from the saber tooth tiger, which is why we’re getting a lot of diabetes. Now, all this is just an anomaly. It’s simply a result of many people’s bodies being in sympathetic nervous system state.

Tom Cronin: Now the beautiful thing is what meditation does is it shifts the body out of that state very quickly and into parasympathetic nervous system state. And think of parasympathetic P for peace, which is the rest state that the body goes into when it feels safe and secure. And there’s a calmness that prevails and all of those anomalies of the sympathetic nervous system state to suddenly reverse themselves and we start producing melatonin and oxytocin, serotonin, the brain that’s function getting better. We get better creativity, we have better relationships, we get better productivity, we have better energy levels. Our body starts to restore balance and optimize itself. And that’s what meditation can do very, very quickly.

John Jantsch: So one of the challenges I think with, I hate to say it, but a solution that’s not pharmacy based is that there aren’t any great trials and studies and science and money put behind some of those. But at what point will the science be there to where traditional Western medicine will start prescribing?

Tom Cronin: I think what we should do at this, and at that point of that level of conversation is we should look at the science of the current research that’s done on the pharmaceuticals. And what we find is that generally most pharmaceuticals run on a success rate around eight to 12%, which is fairly successful for a pharmaceutical. And it gives it the green light to say, “Yes, this will work, let’s put it into the system.” And it doesn’t really have a lot of deep [inaudible] into what are the longterm ramifications of that because the people that are doing the science experiments are the people that are funding the development of the drugs. So it’s not in their interest to spend a lot of money doing research on what are the longterm ramifications and negative ramifications of using those drugs.

Tom Cronin: Now, if we look at placebo effect, placebo affects generally works on a level of 60 to 70% consistently, that is where you take a pharmaceutical drug that has a proactive and active ingredient in it, and you take a sugar pill that has no active ingredient in it and you tell the person that they’re taking something that’s going to make them feel better. 60 to 70% generally across the board of all placebo studies has been proven that that’s worked effectively, which is far superior to any pharmaceutical studies done. So, this is other areas that we have to start exploring. Now, it’s not to dismiss anyone that’s using pharmaceuticals, it’s not what we’re here to do is suddenly say, “Just stop taking them.” That’s not the way at all.

Tom Cronin: There’s definitely role and relevance for these and in life itself, but what we want to do is do our own individual personal research. That’s what I always say to people, is that if you do your own personal research, there’s no harm in trying. There’s a reason why it’s been around for five to 10,000 years and stood the test of time. There must be something in it, and in the tens of thousands of books that have been talked about it, and in the film, what we didn’t do was give you a lot of information about why you should do it. What we did was we showcased six personal stories that validated for them their personal experience of why it was effective. And that’s what I usually use in my own sort of, I guess not promotion of meditation, but wanting to inspire people to meditate. It’s just simply use my own personal story because it was clear as day that that was effective way of me changing the way I was living my life.

Tom Cronin: And so, we use personal stories a lot because it’s something you can’t invalidate. It’s true for that person and therefore it’s true black and white. And it doesn’t mean it’s going to be true everyone, but it’s definitely true for them.

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John Jantsch: So talk a little bit about the making of the movie. I’m assuming you don’t have a Hollywood background and had to figure this out. Is that an accurate assumption?

Tom Cronin: Yeah. I’d never been involved in film at all, so it was just an idea that we had that we’d use film as a device to showcase the power of meditation. But for anyone in business listening and the entrepreneurs listening that you had a lot of time, you’re reaching new ground and you’re having to go into areas that you may not be familiar with. And what we did with film or what I still do to this day is just draw on people that have walked that path before me. I have consultants and advisors and people that come on the project that can not just hold your hand but really be part of the vision and the project and I guess the facilitation of you getting to your end goal and it’s not like you need to know everything, but there are people out there that can support you with that.

John Jantsch: So you want to share a couple of the stories about who we’ll meet in the Portal?

Tom Cronin: Yeah, we’ve got some amazing stories. We’ve got six individual stories, very diverse backgrounds and Booda is a veteran who was in the army in Afghanistan and Iraq and he had some challenging experiences in his childhood and also has some very extreme PTSD symptoms after going through some challenging times serving for the US. We have Amandine who was from France and she was the United Nations Human Rights lawyer and she as well also had some extreme PTSD after serving in some extreme situations around the world.

Tom Cronin: And Heather, she was a US track athlete and she just won the US Nationals and the 800 meters and not long after that had broken her back on a training sort of run where they were jumping off some clips into water. So, and [inaudible 00:14:43], he’s a Vietnamese refugee who had a very challenging upbringing in Philadelphia in a very poor and then got to Harvard and she faced some challenges getting to Harvard thinking that was the ticket to freedom, but just faced new confronting challenges of being in a very challenging environment that was not something she was familiar with.

Tom Cronin: So, they’re just some of the glimpses into the stories, that are all quite moving and intimately filmed. And me and Jacqui, we’re directors, she is a phenomenal director that really who co-created the project with me, just really brought this intimate experiential process for them, which is really profound. The way of making the film was very different and a unique way of making the film. As someone said last night when we’re at one of the screenings in Santa Fe. “Wow. That was just not a linear film, I was used to linear films.” And that kind of wasn’t linear at all, but it just all fell into place and worked. And I think that’s the power of what this is.

John Jantsch: So, before we started recording said you were going from Santa Fe to Taos, I think right now, and you are on the road screening the film. So, tell me a little bit about that adventure and maybe how if somebody is listening and they want to bring the film to their town, is there a process for that?

Tom Cronin: Yeah, absolutely. So we’re filming in quite a few cities around the US. We were in Santa Fe last night, Taos tonight. Then we go to New York, which starts on the 15th through for a week I think. But we’ll be in New York from the 15th through to the 17th doing Q&A’s and that’s it. Village East, or East village, I think it’s called. And then, if they can’t see, so all the cities that are screening at our on the website, but if people can’t see it in their city, we’ve got this wonderful facility where people can actually host their own screening and they can just apply for that through a website. It costs them nothing. And we provide the cinema, the film, marketing materials, Facebook, event ticketing. All that sort of stuff and just make it a really simple process for them to be able to actually, yeah, experience the film in the cinema and that’s where we want to keep it for a while.

Tom Cronin: The option is obviously go straight to digital [inaudible] run, but we’re really, really interested in trying to keep it in that communal experience as long as possible. It’s going to the universities, the high schools, prisons, until eventually it might even be 12 months, who knows? We’re just going to keep playing it by year and keep having that experience for the community in that shared space.

John Jantsch: So I’m sure that you in your travels and your Q&A’s, I’m sure this question has come up, either somebody has said, “I tried meditation and it just didn’t work for me or I couldn’t stick with it.” Or I’m sure you also have people that just say, “How do I start?” So, if somebody was either tried it, couldn’t make it work, is thinking about it, what’s your best advice for, how do I start?

Tom Cronin: Yeah, I mean, it’s a great question and I think it’s time for a lot of people to start exploring that because the world seems to be getting more and more stressed. I think they can go into their local area and just Google Meditation Center in their local city and find a community where there’s a teacher that’s going to be able to teach them. And there I put into four categories, there’s the concentration meditations, which are more like the Buddhist style focusing on the breath or the third eye where you’ve got to really focus on one thing.

Tom Cronin: We’ve got the contemplation meditations, which are like guided meditations where you might listen to that in an app or YouTube or something like that. And that’s where you’re using the mind to proactively create a scenario in your mind to facilitate an outcome of calmness or an intention you want to manifest.

Tom Cronin: You’ve got chanting meditations where you might do it in groups in your local community, it’s called kirtan or at the end of yoga. And then you’ve got these transcending star meditations, which is where you have vedic meditation or transcendental meditation and they can look up some of those centers. Primordial sound technique is another one of those techniques where they have a sound that you repeat inside your head.

Tom Cronin: So, the first step would be trying to find somewhere in your local community. The second step would be you can go to my website, tomcronin.com, has got some meditation programs they can learn. We disrupted that transcendental meditation and … Not disrupted but I guess offered an alternative for people that couldn’t access it where they can learn to use those deeper style meditations through a 21-day meditation program and they can get that at Tom Cronin or Stillness Project and it’ll be on the Portal website soon as well. So, that’s another option where they can learn it with me. But in a digital sense where I’ve got a nice video I send to them every day and they can listen and share that meditation journey with me.

Tom Cronin: And then otherwise, just go to YouTube. The next option would be go to YouTube and where they can learn it. There’s a lot of free meditations on YouTube.

John Jantsch: So, we’ll have tomcronin.com, The Portal.

Tom Cronin: Enter the Portal.

John Jantsch: Entertheportal.com, we’ll have all those in the show notes as well. So Tom, thanks for dropping by, safe travels.

Tom Cronin: Thank you

John Jantsch: And I look forward to … I think right now you’re, you’ve been on the coast, but maybe you’ll have to bring this to the Midwest before too long.

Tom Cronin: We’d love to make it across that way. So thanks for having me on. It’s been great to be here.

How Meditation Can Change Your Life (and the World) written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Tom Cronin
Podcast Transcript

Today’s guest on the podcast is Tom Cronin. When he started his career in finance over two decades ago, he was not expecting to become an expert in meditation. But the stresses of a high-pressure job led him to seek peace and mindfulness in his life.

He’s since left the world of finance and is now on a mission to help others reduce the chaos in their lives and find a sense of calm.

He teaches meditation courses, both online and in-person, he speaks extensively on the subject, and his latest project is his film, The Portal. This experiential documentary follows six individuals who have discovered meditation as a way to overcome hardship and trauma in their lives.

Cronin and I discuss his film, the practice of meditation, and what you can do if you want to start meditating yourself.

Questions I ask Tom Cronin:

• What inspired you to switch from a career in finance to a focus on meditation?
• What does the portal represent?
• Who will we meet in The Portal movie?

What you’ll learn if you give a listen:

• How meditation could help solve the world’s problems.
• What scientific facts and figures back up meditation’s efficacy for improving health and wellness.
• How to get started with meditation if you’ve never done it before.

Key takeaways from the episode and more about Tom Cronin:

• Learn more about Tom Cronin
• Learn more about The Portal
• Follow on Twitter
• Follow on Instagram
• Follow on Facebook
• Connect on LinkedIn

Like this show? Click on over and give us a review on iTunes, please!

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