Breakfast Leadership Show

Founder Friday: Global Insights and Trust in Research: Navigating Change with Anne Brown of Gazelle Global

Anne is a founding partner of Gazelle Global Research and has over 30 years of experience leading a team of global research experts with international data collection, processing, and fieldwork management.She is a PRC-certified member of the Insights Association. She has been a longtime member of WIRe, AMA, PMRG, WBENC, WBE, and ESOMAR—where she was the organization's first member to donate a membership to another professional lacking the financial resources.
Summary
Anne's Background and Giselle Global Discussion
Michael and Anne began the conversation with greetings and small talk about their surroundings. Michael informed Anne about some background noise that would be present during the conversation due to construction in his building. Anne confirmed she was ready to proceed with the discussion. The conversation was set to cover Anne's background and her work with Giselle Global, with Michael assuring her that the discussion would last around 15 to 20 minutes. Michael also mentioned that he would share details about how to find Anne at the end of the conversation.
Embracing Cultural Differences in Research
Anne, CEO of Gazelle Global, discussed the changing research industry and her company's role in helping clients navigate these changes. She and Michael emphasized the importance of understanding cultural nuances to effectively operate as a global organization. They agreed that communicating with clients in their native language fosters trust, improves communication accuracy, and shows respect for their cultural background. Michael shared his experience in running a multinational medical clinic, highlighting the need for organizations to communicate in a language that clients are comfortable with.
Trust and Transparency in Business Success
Anne and Michael emphasized the importance of trust in running a successful business. They agreed that establishing an aura of trust with clients and team members is essential, as it creates a personal connection and fosters long-term relationships. Michael noted that a lack of trust can quickly damage an organization's reputation, citing examples of companies that lost consumer trust due to various missteps. Both stressed the need for transparency, honesty, and doing the right thing to maintain trust.
AI's Impact on Industry and Leadership
Michael and Anne discussed the rapid pace of change in their industry, particularly with the advent of AI. Anne emphasized the importance of being able to pivot and adapt as a leader, and highlighted how AI could significantly enhance their research process. She also stressed the need for transparency when using AI, and how it could be a valuable tool when used correctly. They both agreed that AI should be seen as a tool, not a replacement for human beings.

Thoughtful Thursdays: Interview A Top 50 Powerful Woman in Technology Jeanine Charlton

Jeanine Charlton serves as Senior Vice President & Chief Technology & Digital Officer at Merchant's Fleet.  A leader in her field she has was recently named one of the Top 50 Most Powerful Women in Technology by the National Diversity Council and has even been featured in a book focusing on Women Executives. 
She joined Merchant’s Fleet in 2018 and provides strategic leadership to all of the company’s technology initiatives while creating a culture that celebrates innovation and collaboration.
Jeanine has an extensive Fortune 100 technology leadership background in the automotive, transportation, supply chain and manufacturing industries. She has worked at prestigious companies such as DXC Technology, Hewlett Packard Enterprise (HPE) and Electronic Data Systems (EDS).
She has served on several boards as a technology advisor including Michigan Women in Technology and Forbes Technology Council and has been a mentor in the Menttium Global Leadership Development Program for over 15 years. In 2020, she was named one of the National Diversity Council’s Top 50 Most Powerful Women in Technology and was a 2020 Chicago CIO of the Year® ORBIE® Award winner.
Jeanine attended Central Michigan University and has received training from the Arizona State University Thunderbird School of Business, Columbia University and Harvard University in executive leadership.
Quick recap
The Benefits of Diverse Career Paths
Jeanine and Michael, both with extensive careers in technology leadership across various industries including automotive and transportation supply chain, manufacturing, and digital sectors, discussed the value of their diverse experiences. Jeanine highlighted how her broad skill set, gained from her roles at Eds, Hewlett Packard Enterprise, Dx technology, Merchant E Suite, and her expat assignment in the UK, has been transferable across industries and beneficial in her current role. Michael concurred, emphasizing the advantages of a diverse career path, such as a broader understanding of how different systems work and the ability to adapt to various situations. They both agreed that such experiences enable individuals to bring more value to new roles or companies.
Jeanine's Company's Growth Amid Pandemic
Michael and Jeanine discussed Jeanine's experiences during the 2018-2019 period and particularly during the pandemic. Jeanine shared how her company, a 60-year-old firm, navigated the challenges of growth and the pandemic by leaning into their innovative culture and supply chain expertise. Despite initial hesitation from investors, Jeanine's team committed to investing and using technology to adapt to changing client demands, resulting in exponential growth. Michael praised Jeanine's bravery and strategic thinking during a time of uncertainty, highlighting the value of her diverse skillset in supply chain, logistics, production, and manufacturing.
Challenges in Industries Amidst Macroeconomic Factors
Michael and Jeanine discussed the ongoing challenges in their respective industries, particularly due to the impact of macroeconomic factors like rising interest rates and declining residual vehicle values. Jeanine, representing a heavy asset management company, highlighted the difficulties in managing their portfolio of assets while also ensuring fair prices for their clients and covering company costs. Michael acknowledged similar issues in the fleet management sector, including the problem of procuring parts and managing costs amidst rising inflation. Both expressed uncertainty about the future but remained hopeful that things would eventually settle into a new normal.
Global Conflicts, Supply Chains, and Technology
Michael and Jeanine discussed the impact of global conflicts on supply chains and logistics, noting the challenges and costs associated with acquiring parts from war-torn areas. They also discussed the need for domestic infrastructure to support production and the difficulties in retooling factories. Jeanine emphasized the importance of maintaining an innovative and entrepreneurial spirit amidst these challenges. They agreed on the potential of advanced analytics, AI, and other technologies to improve efficiency, customer experience, and personalized service. Jeanine's company's focus on technology advancements, connected vehicle solutions, and enhancing the ordering process for clients was highlighted.

Wisdom Wednesdays: Evolving Leadership through Wellbeing and Spirituality: Insights from Renee Moorefield

Leadership Development and Workplace Well-Being Focus
Renee discussed her company's focus on supporting leaders and creating workplaces that foster growth and well-being, mentioning that they have trained around 250 guides worldwide. Michael commended Renee and her team for their 25-year milestone and highlighted the significant changes in work practices over the past quarter-century. In response to Michael's query on what differentiates successful leaders, Renee shared that resilient leaders possess an inner knowing of their values, sense of purpose, and deep care for people. They create supportive environments for others to navigate challenging experiences.
Leadership Boundaries and Self-Care Importance
Renee and Michael discussed the importance of setting boundaries in leadership roles. Renee highlighted that people who connect others effectively also prioritize their own well-being. Michael shared his personal experience with burnout and emphasized the necessity of self-care for effective leadership. He also reflected on how many leaders neglect this aspect and shared his post-burnout decision to prioritize his self-care for better leadership.
Prioritizing Wellbeing for Effective Leadership
Renee and Michael discussed the importance of prioritizing wellbeing for effective leadership. Renee highlighted the need to see health and wellbeing as an asset rather than a future consideration, a concept they noted was gaining recognition. Michael agreed, sharing his recent experience with nature, which left him feeling awestruck and inspired. Both underscored the idea that by creating environments that foster wellbeing, such as facilitating open discussions and encouraging presence in the moment, businesses could better engage their employees and potentially gain a competitive edge.
Exploring Spiritual Moments in Nature
Michael discussed his personal experience with finding spiritual moments in nature walks, which in turn helps him calm down and gain clarity. Renee, in response, emphasized the importance of considering the spiritual dimension in human thriving, mentioning that it might differ from what Michael describes, but it is still vital. She highlighted how being in nature and practicing mindfulness can help regulate the nervous system, providing clarity and aiding in making the best decisions. Renee also noted that while religion is a significant path for many, there are other paths for people to connect with spirituality, such as being in nature.
Spirituality in Leadership and Well-Being
Renee and Michael discussed the importance of spirituality in their personal and professional lives. Renee emphasized that spirituality promotes acts of service, perspective taking, and mitigates burnout, while Michael agreed that it helps keep a balanced mind amidst challenging situations. Both advocated for a more open-minded approach to leadership, recognizing the value of diverse perspectives and the need to acknowledge one's limitations. They concurred that spirituality is a core part of their leadership, contributing to their overall well-being and effectiveness.
Exploring Leadership Through Music and Curiosity
Michael shared his admiration for the leadership style of Roger Nuremberg, a former conductor turned leadership consultant. He highlighted how Nuremberg's method of bringing a small orchestra into teams to play music and synchronize, served as a powerful leadership analogy. Michael also emphasized the importance of transparent communication and empowering team members to be leaders. Renee furthered the discussion by stressing the value of wonder and curiosity in leadership, which helps leaders see the complexity of situations and understand their place in the bigger picture. Michael acknowledged the influence of Nuremberg on his own leadership style, and expressed his intention to reach out to him for further insights.
Creating Thriving Environments and Using Fathom
Michael emphasized the importance of creating an environment for people to thrive and shared his belief that spirituality is a key component in achieving this. Renee agreed and stressed the significance of understanding the impact of one's leadership on others.
 
https://www.wisdom-works.com/renee-moorefield/
https://www.linkedin.com/in/reneemoorefield
 

Motivational Mondays: Improving High Performance Teams with Kendall Wallace

Quick recap
Michael and Kendall discussed the complexities of the current work environment, emphasizing the importance of creating unique team building experiences, fostering open communication, and prioritizing personal well-being for a high-performing team. They also shared their experiences and observations about team dynamics in both hybrid and remote work settings, and the role of psychological safety in a healthy workplace. The conversation concluded with an agreement to continue the discussion on improving organizations and the potential benefits for society as a whole.
 
Summary
Discussing Work Environment Complexities and Solutions
Michael and Kendall discussed the complexities of the current work environment, including hybrid and remote work arrangements, communication challenges, and the overall vibe of an organization. Michael emphasized the importance of taking time to reflect amidst the fast pace of work, and encouraged Kendall to make their conversation organic and share relevant links. Kendall introduced herself as the CEO and lead facilitator of a company called Executive Offsites. Despite potential time constraints, both were committed to a fruitful discussion.
Enhancing Team Building Experiences for Communication
Kendall and Michael discussed the importance of creating unique, world-class team building experiences for corporate teams to improve communication and team dynamics. They agreed that such experiences, which often involve activities outside of the office, can make a significant difference. They highlighted the importance of facilitating deeper connections and understanding among team members, particularly in remote work settings, to foster a sense of belonging. Michael noted that he has observed a decline in such connections and conversations in many workplaces, emphasizing the importance of reviving these practices.
Addressing Difficult Situations and Communication
Michael shared his experience of returning to work after his mother's passing, noting the team's resilience and business-as-usual approach. Kendall found this situation interesting and suggested that offsite training sessions could teach employees how to better communicate their needs and offer empathetic support to their colleagues. Kendall emphasized the importance of addressing difficult situations head-on and fostering a culture of open communication to prevent awkwardness and disconnection.
Michael's Comparison of Past and Present Teams
Michael shared his experiences working with another organization prior to the pandemic and how the team dynamics differed from his current one. He noted that the former team, which had been working together for a long time, operated more like a family, with a unique dynamic that included backhanded compliments and sarcasm. Kendall was curious about what made the former team function so effectively, and Michael attributed it to their long-term familiarity with each other.
Nurturing Team Dynamics for High Performance
Michael emphasized the need for nurturing team dynamics, comparing it to the care required for a garden. Kendall suggested strategies from the book "Tribal Leadership" to develop high-performance teams, including creating trust and understanding team value. She also highlighted the importance of facilitated offsite meetings to enhance team bonding and ensure psychological safety. Both agreed on the need for continuous attention and care to foster a healthy team environment.
Emphasizing Psychological Safety in Workplace
Michael emphasized the importance of psychological safety in the workplace, noting that when employees feel valued, appreciated, and seen, they are more likely to work harder and contribute positively to the team. Kendall furthered this argument, stating that creating a context for people to feel valued, seen, and heard is crucial for a high-performing team. She highlighted the need for building this into company culture, whether through regular off-sites or periodic virtual connections, reinforcing the idea that human connection is essential for a thriving workplace.
Prioritizing Personal Well-Being in Work
Kendall and Michael discussed the importance of prioritizing personal well-being and connections amidst work demands. Michael recalled a past team meeting where they shifted the focus from project updates to checking in with each other about their personal coping mechanisms and needs during the Covid-19 pandemic. Kendall agreed, highlighting the value of debriefing sessions post-project, which allow for reflection and learning, and emphasizing the human aspect of work. Both agreed on the need to prioritize self-care and support each other, both professionally and personally.
Enhancing Communication in High Performing Teams
Kendall emphasized the importance of effective communication and interpersonal skills in high performing teams. She pointed out that maintaining eye contact and engaging with all members, not just the leader, is a key trait of such teams. She also stressed the value of pausing to provide feedback, both positive and negative, before delving into discussions. Michael briefly wrapped up the conversation, indicating a future discussion about the topic. Kendall provided details about how to learn more about her work, including direct contact via email and visiting executiveoffices.com or corporateoffsites.com.
 
 

Fitness Fridays: Compound Gains: Nick Shaw on Fitness, Mental Health, and YouTube Success

Nick Shaw is the Co-Founder and CEO of RP Strength. RP is a fitness technology company that has helped millions of clients worldwide. They are the world leaders in Hypertrophy Training, and their YouTube channel helps tens of millions every month. Nick has helped transform RP from a bootstrapped company to over $100M in revenue over the last decade.
https://rpstrength.com/pages/nick-shaw
https://www.linkedin.com/in/nick-shaw-b078068b/
https://www.instagram.com/rpstrength/
https://www.youtube.com/@renaissanceperiodization
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Summary
Fitness and Mental Health Benefits @ 0:00
Nick and Michael discuss the numerous benefits of exercise, particularly weight training, for both physical and mental health. They emphasize how exercise can improve clarity, reduce stress, boost energy, and lead to better food choices - creating a positive feedback loop for overall wellbeing. They encourage entrepreneurs to prioritize their fitness, even with limited time, through simple strategies like lifting weights 2-3 times per week.
Compound Effects of Early Fitness Habits @ 10:18
Nick and Michael compare the benefits of starting healthy fitness habits early versus later in life. They liken it to the power of compound interest in investing - the earlier you start, the greater the long-term impact. They encourage young people to build healthy routines now that will pay dividends as they age.
Growing RP Strength's YouTube Channel @ 13:06
Nick shares insights into the strategies that have driven the rapid growth of RP Strength's YouTube channel, now approaching 2 million subscribers. Key factors include embracing authenticity and the natural personalities of the hosts, treating the channel as a professional operation with dedicated resources, and consistently publishing high-quality content daily.
Recap and Next Steps @ 19:03
Michael and Nick wrap up the discussion, encouraging the audience to check out RP Strength's YouTube channel and website for more information. They emphasize the importance of individuals taking responsibility for their health and fitness, as this not only benefits them personally but also reduces strain on the healthcare system overall.
 

Thoughtful Thursdays: Cybersecurity with Darren Gallop

Darren is the Co-Founder and CEO of Carbide. This cyber security firm provides businesses of all sizes with the tools they need to adopt a robust cybersecurity and privacy posture, enabling them to protect their data from cybercriminals, transform security from a potential liability to a competitive advantage, and accelerate their growth.
 
A TechStars alum, Carbide has raised 7M+, and its clientele is quickly growing in highly regulated markets, including e-commerce, FinTech, healthcare, and insurtech.
 
Darren has 15+ years of experience as the CEO and Chief Information Security Officer (CISO) of several businesses that handle sensitive data. This experience has given him a solid grasp of evaluating and managing risk according to organizational goals while fostering growth.
 
Before starting Carbide, he Co-Founded Marcato, an innovative event management platform that managed 300+ music and cultural events, including Burning Man and Coachella, in 27 countries worldwide. Darren ran the business as CEO and CISO for ten years until it was acquired by Patron Technology in 2018. At that point, he decided to go into the cybersecurity industry.
 
He is a Certified Information Privacy Manager (CIPM) and Certified Information Systems Security Professional (CISSP).
 
On the podcast, Darren would love to talk about:
 
How to engage your team in cybersecurity to build a secure by-default company in a way that enables you to breeze through audits and assessments while, at the same time, being something your team enjoys. 
How to showcase your company's cybersecurity posture in a way that helps you close deals faster and earn greater customer trust.
How to make cybersecurity and data privacy a part of your service or product offering. This topic would interest startups and service companies that provide tools and services outside of IT and security and service companies like MSPs that can benefit from adding security products and services to their offerings.
How fast-growing organizations achieve enterprise-class security and privacy.
 
To get a sense of Darren, here's an episode he did on the Privacy Please Podcast, where he shared advice for founders on securing their startups.
 
Quick recap
Summary
Darren's Cybersecurity Journey and Insights
Darren and Michael discussed Darren's background and experience in cybersecurity and data privacy. Darren shared his unconventional entry into the field, having previously worked in various leadership roles before focusing on security. He emphasized the importance of security no longer being a "bolt-on" but an essential component of leadership and business operations. He also mentioned his current role as a board member for the International Information System Security Certification Consortium and his upcoming plans for the quarter. Michael showed interest in understanding more about Darren's insights.
Turbine's AI Integration and Business Model Shift
darrengallop, the CEO and co-founder of Turbine cyber security and data privacy company, discussed the company's development and future plans in the meeting. He elaborated on how they have been using AI and machine learning (ML) as a component of their product, which was launched in December after about a year of development. Darren also shared that they have shifted their business model to encompass AI to enhance the human experience and better support their customers. He further discussed his passion for cyber security and data privacy, especially in healthcare and manufacturing industries. The conversation then moved to the fast-paced world we live in, with Michael jokingly relating his recent stress test experience to the ever-accelerating speed of technology.
Cybersecurity Leadership and Prioritization
Michael emphasized the critical importance of cybersecurity and the need for it to be a top priority within organizations, arguing that it's as crucial as accounting and customer service departments. He also touched on the significance of leadership in cybersecurity, stating that it's a skill that can be learned and that he, as an accountant, had successfully transitioned into the tech space due to his curiosity and leadership ability. Darren agreed with Michael's points, asserting that effective leadership is essential for the proper use and management of cybersecurity and data privacy within an organization.
Leadership Engagement in IT Security Challenges
darrengallop discussed the challenges IT security teams face in organizations where leadership is not engaged or committed to ensuring security. He noted that many organizations prioritize sales and fiscal responsibilities over security, leading to a reactive approach dubbed "security theater." Darren emphasized the need for leadership to prioritize security and recognize the evolving threat landscape, including the increasing profitability of cybercrime. Michael concurred, pointing out the lower overheads and ease of recruitment in cybercrime, compared to traditional criminal activities like drug cartels.
Attracting Younger Generations to Computer Activities
Michael and Darren discussed the attraction of computer-based activities for younger generations, likening it to a game or a puzzle that they find engaging and challenging. Michael suggested that this behavior could lead to criminal activities like hacking, especially for those in difficult economic situations. However, he emphasized the possibility of separating the criminal aspect from these activities and using their skills for legitimate purposes, setting them up for future success. Darren agreed with Michael's points.
Organized Crime and Human Trafficking Discussion
Michael and Darren discussed the prevalence of certain criminal activities within their borders and worldwide. Darren elaborated on the operations of organized criminal groups, mentioning cases in poor countries where people are exploited and demonized as targets. He also introduced the concept of human trafficking for hacking camps, where individuals are forced to conduct social engineering scams. Darren estimated that over 200,000 people are in captivity conducting these types of operations, making it difficult for law enforcement to have a meaningful impact on stopping and catching the perpetrators.
AI Fraud and Preventive Measures
Michael discussed the potential dangers of AI technology being used for fraudulent activities, such as scam phone calls using cloned voices. He suggested the use of code words and education as preventive measures. darrengallop agreed, emphasizing the importance of educating individuals at all levels to identify and prevent such criminal activities. He also highlighted the potential futility of relying solely on law enforcement to combat this issue, given the vast scope and complexity of the problem.
Identity Theft and Financial Vulnerability Discussion
darrengallop and Michael discussed the potential risks of identity theft and financial loss in today's world. Darren emphasized the importance of understanding the various factors contributing to vulnerability, such as owning property or having good credit, and noted how these factors could be used against individuals. Michael shared his experience managing his mother's estate and highlighted the need to freeze credit applications for the deceased. Both acknowledged the growing use of AI and other tools to automate finding weaknesses and vulnerabilities and how criminals could exploit this. They also discussed the possibility of identity theft through obituaries and the physical theft of mail.
Data Theft, Hacking, and Customer Expectations
Michael and Darren discussed the creative and often criminal activities surrounding data theft and hacking. They highlighted the need for organizations to monitor their systems and data closely and emphasized the importance of protecting sensitive information. Darren noted customers' increasing awareness and expectation regarding privacy and security, with many technology providers now implementing these concepts by default. However, he also pointed out the ongoing risks posed by social engineering and criminal activities, which have been refined over time. Both agreed on the need for these issues to be part of an organization's DNA, not an add-on, to prevent future breaches.
Cybersecurity, Global Impact, and Resources
darrengallop and Michael discussed the changing global landscape and its impact on businesses, emphasizing the importance of cybersecurity and data protection. Darren introduced his website, carbidesecure.com, as a resource for companies seeking cybersecurity implementation and maintenance assistance. 

Wisdom Wednesdays: Maximizing Book Sales: Unveiling Post-Launch Marketing Strategies with Chris Benetti

Book Marketing Agency's Expertise and Focus
Chris Benetti, the owner of Smart Author Media, a book marketing agency, discussed his expertise and the agency's focus on helping business owners sell books. Chris has been in the marketing field for about eight years, and his agency's main objective is to assist clients in generating leads and clients through book sales. The discussion also touched on Chris's journey in marketing, his initial years of learning and experimentation, and the last four years of more refined direction. The conversation concluded with Michael D. Levitt expressing interest in why Chris's agency chose to specialize in working with authors.
Post-Launch Book Marketing Opportunity Discussed
Chris Benetti discussed the opportunity he identified in the marketplace, where there was a lack of services to help published authors market their books effectively post-launch. He shared his approach of taking a holistic view of the entire process, from building book funnels to running ads, with the goal of maximizing sales for authors. He also emphasized their team's readiness to take full responsibility for the campaigns and the unique approach of not relying on clients for creatives and inputs. Michael D. Levitt agreed with Chris's approach, highlighting the importance of marketing strategies that respond to the specific needs of each book and author.
Advertising Validation Process Discussed
Chris Benetti discussed the process of running ads for clients, which involves a validation period of 30 days to determine what works best. He explained that they go through a checklist of changes to ad elements based on metrics, such as ad headline, copy, creative, or offer. He emphasized the importance of patience, as ads often don't work right away and require testing and validation. Michael D. Levitt highlighted the need for patience in the process, citing Jeff Bezos' approach to Amazon's early days as an example.
Marketing Campaigns: Test, Target, Invest, Maintain Momentum
Michael D. Levitt emphasized the importance of patience and experimentation in marketing campaigns, using the analogy of fishing. He suggested starting with a reasonable investment to run tests and identify the target market. Once the target is identified, additional resources can be brought in to maximize results. Chris Benetti agreed with the idea of investing in good creatives in the advertising space, mentioning that a well-crafted creative can maintain momentum for a long time, even without any changes.
Testing and Experimentation in Client Work
Chris Benetti discussed the importance of testing and experimentation in their work with clients, emphasizing the value of learning from past successes across different clients. He suggested that they have a bank of proven and tested creatives that can be used with new clients. He also stressed the need for a testing cadence and budgeting for each ad. Michael D. Levitt agreed, drawing parallels with cooking and experimentation. He highlighted the importance of learning from past campaigns and not expecting immediate success with new ones. Both agreed on the importance of the long game in their approach.
Investing in Business and Authorship
Michael and Chris discussed the importance of investing time and resources into a business or authorship for long-term returns. They highlighted the concept of Return on Investment (ROI) and the need to spend money wisely to make money. Chris shared the example of a friend making money from his book through add-ons and additional offers. They emphasized that the book is often just the beginning, with the real profits coming from the add-ons. Chris also pointed out the potential of nurturing book buyers and offering them higher priced products in the future.
Book Marketing and Advertising Resources
Chris Benetti discussed the resources available on smartauthor.com and their Youtube channel for book marketing and advertising

Motivational Mondays: Unlocking Digital Transformation: A Deep Dive into the Success of Big Drop Inc. with Managing Director James Weiss

Biography:
James Weiss is Managing Director of Big Drop Inc., an award-winning full-service digital agency with offices in New York City, Los Angeles, and Europe. At 32, he leads the Big Drop team in transforming brands through innovative digital solutions. He’s worked with top companies of various industries and sizes and their executives to reach and exceed their goals. 
James has extensive experience in strategic management, account strategy, and client services and has led numerous successful digital transformation projects. His background includes marketing, communications, and entertainment roles, which have equipped him with a unique perspective on branding and UX design.
LinkedIn
Company Information: Big Drop Inc. is an award-winning web design firm with full-service capabilities, delivering innovative digital experiences that make an impact. Since 2012, the agency has partnered with startups, SMBs, Fortune 500 companies, and organizations to unlock value through creativity, technology, and business-minded thinking. Their services range from dynamic web designs to cutting-edge marketing strategies, creating custom solutions that transcend the trends of tomorrow. Significant Drop empowers clients with digital solutions that provide lasting value. The firm has earned numerous accolades, including recognition from CSS Design Awards, Awards, and The Webby Awards.
Website
 
Quick recap
Summary
Introductory Discussion on James' Work and Collaboration Opportunities
Michael and James had an introductory discussion about James' work and career as the Managing Director of Big Drop, a Full-Service Digital Agency based in Manhattan. Michael expressed appreciation for James' early success in his career and highlighted the importance of innovative marketing and branding strategies. They agreed on the organic nature of their conversation, which aimed to understand James' work and potential collaboration opportunities.
James and Michael's Career Journeys in Marketing
James discussed his career journey in marketing and the importance of being involved in the business development process. He mentioned how his early experiences in internships led him to focus on marketing and communications, which eventually led him to become an in-house marketer for various organizations. James also highlighted his transition to agency life and how his role at Big Drop, a prospective client from his previous organization, was a perfect fit for his career aspirations. Michael shared his experiences, emphasizing the importance of understanding the audience and the role of sales and marketing in storytelling. Both agreed on the significance of direct engagement with the audience and the value of a hands-on approach in marketing.
Emotional and Physical Connections in Marketing
James and Michael discussed the importance of emotional and physical connections with customers in determining the effectiveness of marketing strategies. James emphasized the significance of a sales mindset in shaping communication strategies. Michael concurred and highlighted the issue of generic and formulaic advertisements on social media platforms, particularly Instagram, expressing that such ads often fail to resonate with audiences. They both agreed on the need to understand the audience's perspective to create impactful marketing campaigns.
Emphasizing Authenticity in Marketing Strategy
Michael emphasized the importance of authenticity in marketing and highlighted how new entrepreneurs often take a broad-based approach instead of a unique, authentic one. James agreed and pointed out that establishing a customer connection requires leveraging core values and differentiating the brand's narrative. He also stressed the need for agencies to challenge a brand's assumptions and to inform their perspective through research and analysis. Both Michael and James shared personal experiences illustrating the importance of having a clear mission, vision, and values within a company.
Communication and Understanding for Organizational Success
Michael and James discussed the importance of clear communication and understanding within an organization. Michael recalled a past board planning session where a board member stressed the need to reconnect with the organization's core values and mission. They emphasized that effective communication and shared understanding are crucial for success, using the example of General Motors' evolution and Toyota's growth. James agreed, highlighting that opaque communication can frustrate customers and hinder conversion rates. Both agreed on the need for transparent, crystal-clear communication to attract and retain customers.
Tailored Approach for Business Success
James and Michael discussed the importance of a tailored approach in all aspects of their business, from client engagements to marketing strategies. They emphasized the need for complete alignment among stakeholders and a unique approach for each client. They also highlighted the significance of authentic branding and the dangers of a cookie-cutter approach. Furthermore, they discussed the challenges of reconciling business assumptions with data and the necessity of continuous evolution to reflect changing business needs.
Big Drop Team's Success and Zoom Mishaps
Michael and James had a discussion about James's work at Big Drop and his success. James highlighted the team's excellent work and where they could be found on various platforms.