The Customer Experience Podcast
The Customer Experience Podcast

Episode 115 · 10 months ago

115. (Re)Humanizing Your Events, Content, and Community w/ Bo Brustkern

ABOUT THIS EPISODE

Every business is a relationship business. It's really important to humanize a brand, especially when the brand is financial because finance can be very complex and impersonal.

When it comes to recasting a large-scale event into a webinar, it turns out that video networking is really effective.

In this episode, I interview Bo Brustkern who is the co-founder and CEO at LendIt Fintech, about his love for and strategic use of video.

Bo talked with me about:

- Why entrepreneurs should feel optimistic about FinTech in 2021

- The strategy for transforming in-person events into personal virtual events

- The life-and-death pivot his company made in the last 12 months

- Why he always uses video to share bad news

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

Every business is, a relationship isnes. It's really important to humanize a brand when the brand is financial,because finance coan be very complex. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host Eten Beaute, the careful calculus involved in movingfrom live to virtual events, while keeping it human that's what today'sguest spent much of two thousand and twenty focused on for years he's workedto bring together businesses, entrepreneurs and investors to buildthe world's strongest network of Financial Service, innovators, he'scofounder and CEO of Lendit Fintech, the largest media and events companydedicated to transformation in lending and digital banking he's also right upthe road fror me in Denver, Colorado, Bau, Brus curn. Welcome to the customerexperience. podcast thanks. SESAN is a tremendous pleasure to be here. Yeah,I'm really excited to have. The conversation will probably talk alittle bit of video to I love to talk video when I can and I'm always curiousto know how other people are using it. But we'll start here bo where I alwaysstart, which is customer experience when I se that what does it mean to you,what thoughts does it conjure? Customer Experience to me is the comprehensivefeel that a company has, as it interacts with its primary commercialrelationship and expanding on that a little bit for us. We Are we're digitalmedia COMPANIS, so the customer experience for us is a consumer of ourcontent as a Consur of our content. How does the customer interact with US feelabout us as they're? Acting with US engage with us, respond to US and thenmove on in a better way, using the value that we've provided? That entirerelationship to me is the customer experience. I like it very much. Yousaid the word feel twice and ended there with relationship. I think thatis really the heart of it as well. You know I've had that question answered avariety of different ways, but there are a lot of themes that are consistent,ind that feeling that we leave people with as they interact as they engage asthey respond really is the thing I mean that that feeling is what begets theconscious thoughts, which then begets the behaviors, whether it's writingpositive online reviews or making a referral or something not as attractiveso forso for folks, Wyou aren't familiar tell us about lend it Fintechlike who's, your ideal customer. What do you salve for them, and perhaps youhave more than one customer we do in this sense. Tha were be to be companyand again a media company. So what we provide is news and Information andanalysis commentary, and we don't provide that all ourselves, we'renotnecessarily just journalists, by any stretch whom we're not necessarilycheerleaders for this world of Financial Service, innovation and I'll.Just take a step back and say: Fintech is an important concept. It it'sfinancial technology. Fintech is where you imagine your bank, which used to bea place where you go into the branch and conduct business. is now very muchin your pocket and there are certain things that enable that to happen, t anthat's all technology, so FINTEC is the part of banking thatleads us into the future and a you know. Let's take a step further and say it isalso the thing that rescues a great deal of people that are right nowsuffering. So the one measure of financial services efficiency is thefinancial capabilities of epoorest among us and there's a lot of pooraround the world who can be lifted by better financial technology. So isn't.This is not just a first world problem. We're dealing with this is a globalphenomenon. Okay, so that's all preamble for a while. What are we doing?That's good! It's super interesting. It...

...is it's a fascinating place to be, and-and so our customers are those people that are innovating in finincialservices. They could be the chief innovation officer at a large US basedback. They could be a entrepreneur who's, starting a business to do betterdigital identity, verification out of Televiv, or they could be XYZ serviceprovider out of out of another. Let's say venue or country, but the thingthat's unifying them is this idea that we can improve our current engagementwith financial services. Now, that's our core customer who pays us are thecompanies that want to get in front of their buyers yeah and that's the mediabusiness aspect. Then bigt yeah. How do you manage those two different types Imean? Obviously, essentially I don't want to minimize it in any way, but youknow you're building audience and then in order to build and serve and advancethe mission you know of connecting people in order to enhancetransformation, andhance, innovation, Etceta. You then also have thiscustomer that you use to monetize that audience and attention in order tosupport the mission that basically fair. That is so fair. It is exactly right,so we think of ourselves as being a an important part of the community and thecommunity exists with or without out us. I mean to be perfectly fair. We are,but we're trying to do is be a point of like a nexs for the conversation totake place and building the audience in nurtring. The audience is a part ofthat now thereare Ti Varety of different ways. You could do that youcould throw a party right. That is one way to gather an audience. Another wayis to challenge a way of thinking and that's another way to gather anaudience who's. Listening to that challenging remark and who wants tohear the answer to it right, the defense of it. So we play in as manydifferent ways as we can gather and energize an audience we try to engagethere and the analogy for the party is a conference right. A large scale liveevent which we used to do back when that was legal, but alongcomes covid and our businessmodel had to change so so that, but that that's one of the ways in whichmedia companies, even companies like the Wall Street Journal or Gartner oryou know Bloomberg, they all run. Events and events were big part oftheir business, and so that's that's sort of one of the ways that we try toengage a cardian audience and then monetize it so we'll get into thattransformation that you have thowse forced upon you py the Pito pandemic,because you're holding huge events in the United States in Europe, LatinAmerica, China every year, so we'll get to that in a minute. But I want to goback approximately eight years or so you know you cofounded, lend it and I'mcurious to know you know you said this community exists with us for without us,but there's obviously some kind of a hole there that you identified and lookto fill kind of. What were your thoughts, your thoughts and yourcofounders thoughts at the time like what? What was the need or theopportunity in that community that you stepped in and fulfilled? It was reallya need for information and analysis and relationship, and it turns outrelationship. Tuns is a huge part of that puzzle, but we were really justlooking for information. We wanted to go to a conference to learn more aboutthe business we had gotten into. We were all entrepreneurs and we hadstarted a FINTEC, which is to say a company that was, it was in the assetmanagement space that was going O, apply technology to the idea of wealthmanagement and make it make it easier sort of a wealthfront for complexsecurities, and it was a really interesting idea and involved a lot ofthe players in this pace that were making a lot of well at we at the timewe felt like it was a lot of noise and little TDAD. We know we're the veryearly end of this whole phenomenon, but...

...but they were companies like lendingclub and Prosper and Sofi and funding circle and companies that you may ormay not have heard F, and we needed to gather them in one place that we couldlearn more about their business models and how we could interact with them.There was no conference thit did that, so we decided well, let's send out someinvitations and get these people to come. How are they get? Why are theygoing to want to come? Well we'll put hem on stage well who's going to watchthem. I O know we'll market it we'll set out an email, we'll find somebodywho has a big emailist, and that's that's literally. That was how itgerminated. Now, interestingly, about two weeks before our quote, UnquoteKickoff Conference, we had maybe fifty registrations for this thing and we erelike this is going to be an embarrassment and and if we can get, ifwe can, she us find a way to scrape together a hundred and fifty people.Well, by the time the conference rolled around, we had three hundred and twentyfive another fifty standing outside the door, weere breaking fire code. It wasa hot sweaty mess in this. In this tiny litte room, we had rented a midtownManhattan and it was awesome. The information flow was amazing. Therelationships that meetings that we had first time face to face meetings amonga lot of these people who came around this idea of. We got to learn moreabout this new thing and phoetixs been around for decades, but it really itsmoment is still ahead of us, but it was. It was building back here in twothousand and thirteen or so so so that's how it started we're just we hadan idea. We had it o need ourselves and then once we had successfully put onthat show we had everybody coming back to us saying: Oh, would you please dothat again and oh by the way I'd like to sponsor it, so we had a businessyeah fantastic. So let's go to the to the hard pivot. I've had a coupleconversations with some folks: Who've had to make hard pivots, including QaryMcCarthy, who works at a software company called socio she cmo and theyproduce events for organizations like yours and they provided tools andequipment for associations and membership groups Generallyde to do inperson stuff. So you know this isn't a completely new conversation on thisshow, and certainly everyone's business has been affected or transformed insome way. But you know let's go to because the relationships are a bigdeal. Tell me where to tell me where you diverge: If you do relationshipsore, a big deal their best built face to face, there are so many unexpected,unknown positive benefits downstream, like I just think about the years thatyou've been doing this from that initial fire code breaking experienceand how much positive impact there's been that you probably are completelyunaware of you know, given all the positive stuff that you are aware of soin iny case. Obviously, in person is the thing, and so you got up to a pointwhere you were doing multiple major conferences around the globe. Talkabout the you know, talk about that first, thirty to sixty days or so,where you realized. Okay, we're going to have to pull up the stakes on thefirst one, because that's the nearest terms scenario like what was thatexperience like and and what considerations did you have at the time?Obviously think, first about your team members and the challenge that thatputs on them. But you know you obviously had some sponsors and thatthat relationship is obviously affected, and certainly the community itself isprobably looking for. How does this whole get filled or whatever, but likego back to the degree that you can and maybe share some of the things thatwent better than you expected or surprises along the way? One of thethings that occurred to US early was that there were two things happening,one as we couldn't gather so our business model of selling tickets andsponsorships and exhibition space where people put up physical booths toattract their customers and have this big conference, Exbo type event wasjust ver boten. We could not do it. Okay. The second thing that washappening is our customers needed...

...information fast. They couldn't waitfor the pandemic to be over, for us to rent space for us to put AP boost forus to put people on stage talk about whichl we be doing right now. They needthe conversations need to happen now and the relationships t matter to them still mattered in fact mattered evenmore. What do we do? In that context? We have to just completely throw outour old business model and say look at least for now. Physical is justnot going to happen and I'll tell you. There is a lot of denial and anger andall the emotions that go along with that with that kind of a change for meas leader, because two thousand and twenty was going to be our best year.Yet we had everything dialed. We were going to crush our big conference intwo thousand and twenty sorry in USA, in New York, which is our maiyconference. We had a hundred and seventy sponsors lined up. We hadthousands of tickets and everything was moving along brilliantly and the teamwas just performing so well. So yeah there was a lot. There was a lot ofemotion going going through that, but luckily for me I was able to to take myfamily and move up to the mountains and just and we hold up there, and Ibrought my video equippe, my camera equipment and I had my desktop and Istarted recording videos that were going out to the community. Saying Hey,you know we're here for you, we are going to produce content and we'regoing to do it in timely fashion and we're going to figure out how to makeit of viables Sol, make it NAC Lendat Fintech a viable solution for you toget the same information you needed, but not on a annual calendar. We'regoing to do this every day from that decision came the realization that intwo thousand and nineteen and eighteen before that and seventeen before that,if you look at our company from a from an accounting perspective, we eregenerating revenue six days a year. Three major events. Typically twoevents, two two days: Each sics, a total of six days where we're actuallyperforming and that's when an accountant gets to recognize revenue,W're generating cash throughout the year and we're you know doing all thethings. But but that's a pretty fragile business model. It didn't have to takea pandemic to upset it. It could have been the queen of England, passes awayin our mouth and all of England shuts down, and we can't have our ENGOUR UKconference. It could be that Sino US relations get kind of motdeled. We haveto shut down our China Conference, which did happen right. I mean likelittle things like that, not little the big clobal things like that could justabsolutely shlack a huge par portion of our business. Well, this new sort ofnot we're not a twenty four seven news organization, but we are a much moreregular provider of information and analysis and commentary to ourClientelle. It turns out that we're making revenue almost every day of theyear now so that's a huge benefit to us and something we wouldn't have beenable to do without apandemics s were very grateful for having gone, beenforced in that position, because now we have this fantastic business model thatthat just is, I would say, in the innocence, anti Frengil Yeah, reallygood. I resilience was the word. I was thinking of Li, a more more resilientmodel that can stand up o to some of these regionalized things that wouldhave disrupted you before. Have you have you folded in so talk to me nowabout some of the main touch points and thenI'm by the way you can't start talking about sending videos out, and you knowI'm going to double back on that, because I want to know why video, butbut let's, let's go to you know the way that the touch points that produce hethe feelings, the touchpoints that generate some sense of relationship.How those change I assume you've, probably done some I' air, quoting here,like virtual events, Toun was like you've increased the cadence of some ofthe activity communication you're already doing. What are the touchpoints? Look like now compared to say...

...you know twelve months ago. Well, I'lltell you it's up. It's it's a hundred percent video. Now we used to produce apodcast that was just an audio podcast. Well now we recorded on video and weposted in a variety of places so that people can engage in the video. We thenwill take video stip its that and post on, like Dinan, we'll take the littlenuggets and we'll say okay. This was super interesting. If you only havefifteen seconds to pay attention to fintec today, this is it in twothousand and nineteen we may have produced five or six Webinars, we'vealready produced sixty. I think this year we have a newly launched digitalchannel called Landit fintech digital that essentially takes the breakingnews of this week and turns it into a video discussion next week so like inthis moment. This is what day is if today, it's the ninth of November tinis flying right by s almostChristmas, so aunt financial pulled its IPO. That's super interesting one of the clients and longtimesupporters in our space, as filed an IPO, that's interesting, they've doneit kind of quietly soon. Next week we hope to have experts on Lendof, fintecdigital who can really break those issues down and say: okay, what reallywent on with aunt financial, you know did Jack My really get dressed down bythe central banks and presumably that the president, she I think so right,but we're going to find out next week, so that kind of stuff is, is just sodifferent from what we did last year. So last year, cadence, you know, like Isaid, six days of actual activity with involving maybe six hundred speakersand hundreds of thousands of square footage and and now we're doing flip iton its head and say: Okay, a Webinar a panel, a podcast, a this F that intheir all video and they're all trying to be as relevant and timely aspossible. It's a completely different model yeah. So this obviously was notPlann B. It wasn't sitting on the shelf rig to be pulled off in the case ofsomething like this right. So so I assume you know you and your team gottogether you're trying to figure it out. You came up with some some immediate.You know solutions, ore alternatives. What kind of feedback were you gettingfrom the community? What were some of the positive signs? T that, had you say,okay, this is good. Okay, video is the thing. Okay. People do like thisanalysis. Like just talk about that, you know the feedback from the customerin the community that let you know that you were on the right track, but onething is: We went out to our customers, the businesses that used to sponsor usfor the big shows, and we would say, look we understand. You still have aproblem. You still need to generate clients, you need those clients now notin six or twelve or eighteen months. So we have these very different productsthat we've created. Would you be interested in sponsoring one of theseand let's say it's a Webanar, a sponsored Webinar now I know everyonehas zoom fatigue, but if we produce great content it doesn't matter if it'ssponsored it doesn't matter. If it's at an awkward time of day what matters iswe put on great content and people learn from it and there's interactionwhen we do that, we can repeat that, so one of the clear indications that wewere doing well were number one. Our clients were willing to pay for thoseand pay handsomely and number two. The audience numbers were solid and staiedsolid. So we have hundreds of people coming to these wevenars a couple timesa week, that's valuable for us and that's valuable for our clients andthat's valuable for for those that continue to choose to attend those. Soreally the commercial response was the only one that mattered, because it waslife and death right, we're getting the PPP loan, we're cutting staff orcutting salaries. Like you know, we haven't mentioned all the hardship thatgo that went lon with this I mean I mentioned some anks and some emotionalstuff, but ego aside, it was brutal and Andso the commercial reality of yeahwe're right. The customers do care about the stuff. They do need thisstuff and they're paying for it. That...

...was really the one very loud signalthat we got good. Now. Let's talk a little bit about video, so ow Ou saidvideo several times now. I've also, you know I do even whenyou're not you know, on the other end ofpon Herewell, of course, as or ASIS,not everyone. I think just a lot of people are still slow to the party,video and a variety of channels, but you know you've obviously mentioned arelationship. A lot you've talked about humanizing some of these touch pointsand in even humanizing the brand, which is something that we have talked aboutin a variety of different ways here, for you was video, just the defaultstraightaway or was anconscious thought about it or you know you know what roledoes the DIS video communication play for you, for example? And I guess youcan start here. You said as soon as this happened. I was fortune enough totake my family up into the mountains, but I took my gear with me and Istarted communicating with video like why video in that moment was that justinstinct and how does that play into the way you think about Your Business?It may be instinctive now t or it maybe a nee jor creaction. Now, because I'm ahuge believer in video- and I'm not just saying that, because you'relistening, I am and have been especially for complex topics, complexbusinesses and we could apply to a lot of other things, relationship business,es on and on and on but everevery business is a relationship is NIS. It'sreally important to humanize a brand when the brand is financial, becausefinance can be very complex, and this is something I learned when we werebuilding that FANTEC that I mentioned earlier, where we would take thesereally complex ideas which is investing in long term, alternative assets usinga robot onlending club to improve your returns and compound interest and onand on- and we put a person up there like me or or one of my colleagues, andwe just explain it as simply as we could and just be like look. This iswhat we're going to try to do for you and we were a registered investmentadviser. So there's real rules around this whach, you can say which promise,which you can't promise all that stuff. So we just follow those rules and weget on camera and and people responded to that so when anything important everhas to happen, if I'm fundraising, if I'm you know, if I have bad news todeliver my investors, you better believe I'm doing it on video. So yes,in the spring of two thousand, if I'm grabbing one piece of equipment, Takwith me on the mountains, it's it's not my snoow shoes, it's my camera rightand my Mike and whatever you know whatever else so so yeah that that is Cristo clear to meand I'm glad the world is climbied on board. You know I could I could say Iwish I had preserved some sort of competitive advantage when, when youknow being the only whatever person on video, but that's silly, we are allhumanized. Do you remember back in the early part of this? There were so manypeople who you'd go on a zoom call with and know ing sure, Thei Camera Right,the Werd and SOS all audio, and so I'd be that one guy down in the bottomcorner- who's, like you know, has his kids walking in and and like there'sthere's books and there's thry laundry and whatever. But that was that's justthat. That was important to me to portray who I was in the full sense ofit. It feels like and in some communities when we go on zoomeverybody's on video and we get to see a little bit more about them and ithumanizes them. It makes me want to do business with them more than if they're,just a just a voice on the otherind of the line yea or a plane, flat, emailsignature. You offered a couple good use cases there for video messages thatthat I've experienced myself and that a lot of people benefit from which is onebreaking down the complex and explaining things in lay persons terms,in a way that the information is going to be so much you're, going to explainit so much better by speaking in some's, going to understand its so much betterbecause you spoke it and the other one.

I really liked that you mentioned isbad news. I think a lot of people overlook it. You know there's just somuch and I guess I would extend that to say emotional charge any tend thatthere is a positive or negative emotional charge. Apology I would lumpin with bad news as well. It just doesn't come through when you type itout and send it, and so this ability to kind of like be yourself as long asyou're sinceer, by the way, if you're not sincere about, if you don'tactually meet it. Yeah we've seen that press conference at it's, not it's justbecomes an immediate joke and twitter has a field day with it that anonapology apology from a celebrity or something so really really good usecases there. And I really it's interesting to me. Obviously your deepdeep in Fintech and both the fin side of it and the text side of it. I cansee how that at times, perhaps minimize the human to the degree we'recommunicating about it and representing it. I can understand how was ofimmediate benefit to you. The other thing I would add is that were able tobridge the gap with relationships better than we thought, and I know many of our clients when we presentedthem with an opportunity to Hav to join us for one of our virtual events, alarge scale event, not the not the Webinars, but we did replicate thelarge skill events. I shouldn't say that they were not replicated. We madean effort to put great content on stage and let people network. Well, it turnsout video networking is really effective. We chose our event platformbased on networking, as opposed to content delivery, and it's interesting.We've had think it's nineteen events since two thousand and thirteen solarge scale events where there's at least a thousand people- and you knowit's pretty presizable things and we've measured NPS since two thousand andsixteen net promoter score, and we had our third largest net promoterscoreever for a virtual event, which we hosted in September, and a lot of thatwas based on the video networking that we provided and people felt like it waspeople were approachable. People were ready to do business. People were open,that was all communicated without a handshake in a two dimensional surface,and so it is amazing what we can do on video and we don't need thred. We don'tneed holograms. Yes, some beoy will get there fine, but we don't need thatright. What we need is a is a visual representation. Tuty is just fine ofthe counterpart we have, and we can. We can convey a lot through that, and sothat's that, I think, is one of those things that we've now discovered as asociety. At least. I hope we have yeah really good. It reminds me of aconversation I had on this podcast with Dan Hill who's, a PhD with, I think,seven US patents in the analysis of facial coding, data and EFOR, likeeight books on related topics, and he calls the the twenty five square inchesthat include our eyes, nose and mouth as the richest visual territory on theplanet. So to the point of you know, it's cool if we do all this other stuff,but really I just need to see your eyes and your nose in your mouth. I can seeyour hands or your upper body even better, but there's just so much richcommunication there. So that's great, I'm glad that you got that positivefeedback on that event as well, and I appreciate your qualification to on replicating it do no, we didn'treplicate it. I or you did the next best available thing. Yeah, the thenetworking scenarios where you can was it one of those that, where you're kindof randomly paired up with someone else who raised their hand to be network, wedid do that as well and that we called Networking Roulette, and that was quitethat was really successful as well. In fact, for our USA conference we had itwas. It was at the tail and of the conference and sponsored by theDepartment for International Trade Ot, the UK and wed like thirty five FANTECcontramerrs from t e UK generally. But let's call London who are up atmidnight participating in networking roulette. It was. It was a phenomenalsuccess. The Corner Stown of our networking was was more of a AI poweredmatchmaking wheres like Oh, you have...

...these interests and you're offeringthese things. No with this person and then the Utreachin sues, and we hadjust a huge success with that Nice. I love it. It's obviously just such anatural extension of what brought you to create and sustain, lend it Fintechover the years. Okay, every single person listening and you did a greatjob off the top offering like dlike drawing this picture out, big, butobviously every single person listening is affected by Fintech, so for kind oflike a mainstream type of audience. What are a couple things t a that youwere seeing ind hearing that maybe haven't broken through yet theyare,going to be a real net positive for someone listening, so I mean I think sowhen I look at Fintik and a look at the the things that I think I'm mostexcited about hitting our economy are. There are a couple, major themes, it'stransparency and it's friction and so increase transparency for the financialsystem to understand. What's happened, it was really happening with theprivate enterprise. Consider a small business, a barber shop, a flower shop, amechanic shop or an online company. That's selling on you know, t it hasmainly digital goods for that company to be started and then financed, andthen refinanced and then grown. There's this really difficult, opacity betweenWat, the anctforder knows and with the investor nos and the high the harder itis for the investor to understand. What's really going on in that business,the higher the cost of capital. That's why all these businesses are started oncredit cards. No one believes the antriperis going to be successful. Nobanks are willing to take a risk. Banks are actually not in the risk, capital,business and even venture capitalist, and I used to be a vc out in SiliconValley for a number of years were in. We were very risk averse right andthat's the extreme of the capital providers. All the entrevrenors inAmerica and all over the world are betting oin themselves and Fintech canmake it. This is there's a big claim here. Anyo hold on your seats. FINTECcan make it so that it's more transparent all the way through thethrough the capital chain, so that the capita providers can understand thebusiness, is better faster and then provide capital on a cheaper basis toentrepreneurs who deserve cheaper capital for those that don't for thosean argetting traction. Yet it's tough, maybe your idea didn't take off me. ODo have to make more bets on yourself, but as we can improve that transparencyand efficiency of capital flow, the cost of starting business goes down andall of a sudden we'll see an absolute revival of main street and no bettertime than now, because we we're going to have a desperate need for mainstreet to be reinvented. Now. This vision, I have of perfect transparencyand and low cost of capital, is not coming in time for the post covidreality. It's a long time away we're talking many many years but we're onthe path. It is extremely complex and it goes well beyond just numbercrunching in into a lot of other things. Like you said, the twenty fivesquareances of the face are are going to play a role as well. So that issomething that I would just sort of put in a nutshol saying like if there's onepositive impact, I'm looking forward to is that entrepreneurs can have aneasier path to cheaper capital faster. I love it, it's so encouraging. I hadnot given any of that any thought. It is consistent with other trends towardstransparency throughout chains of relationships and activities, whichobviously increases trust which accelerates everything, so it makessense that you're seeing it from your seat as well. It's awesome. It remindsme of another conversation I had here. I think we called it the end O endtransparency trend, which rhymes and so is delightful. You know if you're listening to Bo- andI right now- you obviously enjoyed the topic. I've got a couple more that Iknow you'll enjoy the first one is episode. Eighty five with QartyMcCarthy, who I mentioned before she...

...cmo at socio events, and that one wascalled how a pivot successfully to a virtual event. She had a very uniquesituation, or not only did they have to pivot a lot of the activity they weredoing as a marketing organization. They also needed to help their customers dothe same. That is really a good one to and if you're interested in thecommunity aspect of what we talked about today, bringing people togetheroftentimes, including competitors, or what might seem on paper like strangebedfellows episode, Eighty four with Sangra vagray cofounder and chief ofangelist atterminus and the founder of a couple communities. That's episode,Eighty Four: We call that ten rules for building a category and a community thebow this has been really interesting. I love that hopeful note that you left uswith there with that. Last response is better than I could have asked for, butbefore I let you go, I'm going to have you think or mention someone. Who's hada positive impact on your life or your career and and then maybe give a shoutout or a mention to a brand or a company. You appreciate for theexperience that they deliver for you as a customer, a all Colorado People hereeten. First Oll think my family. They have dood by me through thick and thinand it has been a pleasure to serve them and to learn from them as theyprovide me all the lessons I need to become successful. I often say likelook, I'm a better entrpreeor, because I've learned how to manage my family alittle bit better and by manage, I don't mean like getting them to takeout the trash. I just mean like understand that this is a complexrelationship and I need to develop it and show up as my best self to get themto be their their best selvs. So that's slam, Dunk family, my wife Amy and myfive kids company. That's also a Colorado onethat is super inspiring, and this is a company out o Boulder called hop tea.Have you come across Hoptea? I know hapty very well, my longtime friend andCMO and coauthor of rehumanizeur business. Steve Passadelli turn me onto Hoptea. They do awesome work and the subscription around it. The limitedreleases help me tell e your experience with them. Dean Eberhart is a is a dearfriend of mine and H, one of the cofounders of Hopti. I was in a roomwith him several years ago when he was struggling with this idea of, like hehad all these little pockets of inspiration. Where he's like. I coulddo this, and I could do that and in one of these pockets of inspiration wasthis hop tea that he had created and we all thought was pretty docg on good,because he'd bring us like A. I forget if it was in a bottle or a can orwhatever, but he had this little lab in his garage where he would brew thisstuff. He made the decision to go all in and from that moment everythingbecame clear, an as you've been watching, I'm sure the innovation andthe genius that goes on inside those four walls with the what twenty or sopeople that they have is impacting thousands of people. And it's yes, justa beverage, but it is incredible and it's life changing, and I especiallylove this one story that Dean told where he got an email from a think. Itwas an email from a consumer who was an alcoholicand really missed the taste of beer and she was in whole foods and looking atthis ind cap wher hop, tea was being marketed and her boyfriend was likegive it a shot. How bad can it be like? It says it tastes like a beer, nonacall, no calories that, like it's completely sin free, give it a shot.She bought it and she drank it. She started crying and I'm like deen. You have movedmountains, so I want to give Deana shout oup and just say that is that isbrilliant work yeah! It's awesome, we are beer nerds and you know. Obviously,the thing that just turned me on completely to beer years ago was singlehop flight, and so it was just this movement from you know: Pine andresidant, one end to the bright florl on the other end, just like this littlejourney of you know short pours, and so...

...you know what we're talking about hereis like a carbonated beverage, but it's brewed with some of the most flavorfuland interesting hops, available completely nonalcoholic for a varietyof benefits, of course, and not alcoholic movements gotten really goodin general, and certainly Hapty, is one of the more interesting I don't know ifwe call them pioneers or not, but certainly one of the more interestingproducts in companies in the space and the subscription model and again thelimited releases. It's like it's got all the appeal of this kind of, likeyou know, t the even the most hardcore craft beer nerd can be turned on by thedynamics that they've created in addition to the product that they'vecreated. I love that you went there. It's really good yeah, truly it's n. Inback to the fact of why they inspire. I mean it is that moment of going all inthat's an important moment, but not saying okay, this is the one product,but then pouring all your energy into that vision of we are creating a categorylike you mentioned before, and now we're going to create a communityaround it so boy that just ties it all together does yeah. It really does sowell done. This has been an absolute pleasure bow and obviously, ifsomeone's listening now, they felt the same way. So how can someone connectwith you or with lend it Fintech or where would you send someone to followup on this conversation? Sure I'm easy to find if you know how to spell mylast name, I'm one of Ha few breast curins in America, the others arerelated to me in some way, ithey're very closely or Distantlyam we're allcousins. So my email, addresse Bot, landacom, feel free to reach out to mehappy to help, especially if you're in the Colorado area. But you know whatthere's not a lot of boundaries anymore, so we'll jump on a video and we'll havewe'll have a chat and lend it is just hat lendatcom, ellien, ditcom, awesome,innovating and transforming the lending space in all of its forms. Really GreatConversation with you enjoyed it very much for folks who want to see somevideo clips from this. They want to a link to hop TA in case you can'tremember it remember: bombomcom Lh podcast. We link up a variety of thingsthat we mentione in the conversation, as well as dropping some video clips ina short write up and, of course, all the embedded audio as well Bot. Thankyou so much and thank you to you for listening to this episode of thecustomer experience podcast thanks, eving, clear communication, human connection,higher conversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidanceto pick up the official book. Rehumonize your business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at Bombamcom Book. That's Bo! Mb vombcom fuck, thanks for listening tothe customer experience. podcast remember the single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue learning the latest strategies and tactics by subscribingright now in your favorite podcast player, or visit Bombomcom podcast.

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