Billy Gold Tries to Measure Magic

Nate sits down with Billy Gold, unapologetic human extraordinaire, old market research hand and pal who has had a backstage pass to many of Nate's successes and failures for a conceptual conversation about causation vs. correlation, situational awareness, and interpreting the data you have in front of you.
Highlights:

• Boutique consumer insights org. based out of Bellevue WA is Billy's day job. This might be relevant later.
• What's the story Billy? How do you know what something means? What is weird weather and what does it mean?
• Often, the spark that triggers a transition is not only foreign, but an incomplete picture of what is actually going on. When you are looking for meaning, it implies an intention. Not everything on earth has an intention.
• It never hurts to be aware of reality. It helps to know how people behave, but don't assume a one to one causation, or that people care. Sometimes a cigar is just a cigar.
• Two different approaches to managing risk - the MBA bell curve approach vs distributed risk (placing many small bets).
• Insider information: Even if you don't have deep pockets or wells of patience, look for the small bets.
• Try a number of different strategies and test for magic. What will rise above your other strategies as a smash hit? You won't know until you try.
• How do you get people to care? Why don't they care? Not-caring might come from a feeling of powerlessness or just laziness. Make it convenient to empower people and you've killed two birds with one stone. Maybe. Test it!
• How Nate suckered Seth and David into being partners.
• $10,000 line of credit lol
• You can't do everything - eventually you'll have to choose what you care about.
• Current status: We're all opting in to commercial surveillance and then bragging about it.
• If you do care, people can tell.

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Zach Lyons Wants You To Eat More Herring

Ed. Note: Nate has some fires to put out (figuratively) due to the literal fires in S. CA this week. Meaning two things: a) I'm the interviewer in this episode and b) my liner notes are even more misleading than usual. Also because of the unplanned swaperoo, I sound like I'm in a tin-can. In spite of that, I hope you enjoy this ep! I did. -Seth
Highlights:

• Zach is either the mayor of food town or the food sultan. Either way, he's been hustling various food related ventures and community gatherings for over 20 years.
• Not sure what farm aid is? You are now. Also a dumb joke.
• Obligatory plug for cowswithguns.com
• Boycott Quarterly origin story.
• Farmers Markets are the centerpiece of local economics.
• Hilariously, I attempt to start wrapping things up about halfway through the episode.
• Why are we talking about herring? Why aren't we talking about herring?
• Kentucky and Green Bay.
• Non-obligatory plugs for an incredible list of places to get great grub in the Seattle area.
• Holy shit I am not managing the clock on this interview at all. Who's producing this thing anyhow?
• Where am I going to have dinner tonight? Zach has about 50 ideas.

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Alica Forneret Wants You To Eat Crow Pie

Ed. Note: My liner notes for this episode are terrible. Was too busy listening to type good notes. Whoops! Is this my favorite episode so far? Guess you'll have to listen to find out! -Seth
Highlights:

• Born and raised in southern CA, studied writing and journalism in school.
• Fled the west coast to MA and spent college years bouncing between coasts, countries before landing in Vancouver BC with her BF.
• Met her BF while they were both on the road - instant connection over love of unique travel situations. Nate veers from the usual biz questions to pursue this story further.
• After years of living everywhere, they reached a point where they wanted to put roots down somewhere. Oh, Canada!
• Currently working a 9-5 agency job, but still pushes forward on creative print projects, which are starting to sound like a permament passion of Alica's.
• Nate picks up on Seth's silent physic request to ask more about Alica's current death focused print project.
• "Super stoked to get very very weird"
• When your project takes on new, extreme meaning.
• Alica's death cards and why they need to exist.
• Hopes for the future of humanity.
• Obligatory plug for eatcrowpie.com.

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The Individualization Obsession of Mike Giles

Nate speaks to Mike Giles of The Prospecting Wizard, who shares our obsession with injecting humanity into business. Pull up a chair and have a listen to find out where Mike has successfully added crazy levels of individualization to his marketing efforts and what he's working on next.
Highlights:

• Started as an area manager for a German supermarket chain - after a profiling tool told him he would make a good manager ...a Royal Mail (UK version of our Post Office).
• Turns out, that wasn't his forte. At all.
• Joined a small company which became the fastest growing franchise in the UK
• Learned "American style" marketing - through playing around with more creative strategies, measuring what worked and what didn't.
• After leaving that business, transitioned to applying his hard earned marketing chops full time with The Prospecting Wizard, intentionally keeping a tight focus on their human style strategies.
• Worst advice: Go and become a manager at the post office, courtesy of extensive psychometric testing.
• Better advice: Sometimes even seemingly good authoritative advice isn't going to work for you. Nobody knows more than you do what you're interested in.
• Spending the first 5 years after school "learning what I wasn't very good at."
• Best advice: Focus on one thing and do it really well.
• Boring-in-a-really-good-way advice: A mechanical approach to business - create systems, put it on paper, and delegate.
• In his business, the creative part happens at the top when a new client comes on board. Once that's done, you apply the appropriate systems.
• The big trick: How do you create a system for, replicate, and scale extremely individualized outreach?
• Putting yourself in the shoes of the recipient: does this message feel like a real 1:1 email? Does it feel like you'll be engaging with the sender on a human level?
• Mike's current big project: Genuine / personalized video messages. Scaling personalized video marketing.

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Corey Singleton's Life, Universe, and Future of Marketing Agencies

Nate speaks with SBT's favorite Canadian, Corey Singleton. Listen to the episode to learn how Corey purchased and sold his first franchise before launching into a new phase of his life, what came after that, and what he believes is coming next.
Highlights:

• "I was about to be a fireman"
• Opened first business, "Man with Truck" at 25, holding down two other jobs while going to school.
• At 29, Corey bought his first (automotive) franchise, and immediately realized he knew nothing about business. This would soon change.
• Business has nothing to do with hustle or ego - it's about relationships. A business exists to serve other people. Honesty is key.
• Going from "I don't trust you - you're a car fix-it guy!" to friends.
• After growing his franchise to #4 in Canada, and with prescient timing, Corey sold his franchise and moved on.
• You learn real quick when it's painful.
• Best advice: Whatever you do - don't put money into something without a contract. Sign the divorce agreement before you get married.
• As you get older, you don't punch people anymore. Canadians don't punch people either. They spar with their words.
• On searching out mentors: a mentor is not a trainer. They will take you under their wing - they offer you their patience and time, you thank them with same. Do your homework, leave your ego at the door.
• Injecting humanity into business: Setting aside time to help people every week. Not charity - put your own oxygen mask first, but once you've taken care of yourself you can give what's left over.
• This is the way the universe works: Give give give give give.
• Everybody claims they know how to do everything - the public doesn't know who to trust. As someone who sells - if I'm going to storm the beach, I need to pick the people and the weapons we'll use.
• Corey's analysis / stump speech on where the world of business is turning: performance based marketing. It's not just going to change, it must change.

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Bob's Perfect Business

After years in the investment industry, Bob Ellis created BavarianClockWorks.com with a goal to bring the brick and mortar experience to eCommerce. 25+ years later, he hopped on the phone with SBT's own Nate Wright to share his story.
Highlights:

• "It all started when I spoke with my high school guidance counselor"
• Barriers to entry: you can't go down the street to WalMart and pick up an authentic Black Forest Cuckoo Clock
• Ed gets bit by the bavarian clock bug
• Keeping the human touch alive in the digital age: We don't leave people hanging
• You're only as good as the support you have behind you
• Our best, happiest, most satisfied customers are the ones who experienced hiccups.

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