{"version":"1.0.0","segments":[{"speaker":"Galen Low","startTime":27.200000000000003,"endTime":28.37,"body":"Hey folks,"},{"speaker":"Galen Low","startTime":27.200000000000003,"endTime":28.37,"body":"thanks for tuning in."},{"speaker":"Galen Low","startTime":28.380000000000003,"endTime":30.9,"body":"My name is Galen Low with"},{"speaker":"Galen Low","startTime":28.380000000000003,"endTime":30.9,"body":"the Digital Project Manager."},{"speaker":"Galen Low","startTime":31.090000000000003,"endTime":33.569,"body":"We are a community of digital"},{"speaker":"Galen Low","startTime":31.090000000000003,"endTime":33.569,"body":"professionals on a mission"},{"speaker":"Galen Low","startTime":33.569,"endTime":35.579,"body":"to help each other get"},{"speaker":"Galen Low","startTime":33.569,"endTime":35.579,"body":"skilled, get confident, and"},{"speaker":"Galen Low","startTime":35.579,"endTime":38.079,"body":"get connected, so that we can"},{"speaker":"Galen 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Low","startTime":52.619,"endTime":55.949,"body":"managers and other specialists"},{"speaker":"Galen Low","startTime":55.980000000000004,"endTime":59.14,"body":"working in an agency or other"},{"speaker":"Galen Low","startTime":55.980000000000004,"endTime":59.14,"body":"client services context."},{"speaker":"Galen Low","startTime":59.665,"endTime":63.155,"body":"Joining me today is Max Traylor,"},{"speaker":"Galen Low","startTime":59.665,"endTime":63.155,"body":"a former agency service designer"},{"speaker":"Galen Low","startTime":63.295,"endTime":66.405,"body":"and ex-pro-paintballer who"},{"speaker":"Galen Low","startTime":63.295,"endTime":66.405,"body":"now helps agencies productize"},{"speaker":"Galen Low","startTime":66.465,"endTime":68.884,"body":"consulting services that"},{"speaker":"Galen Low","startTime":66.465,"endTime":68.884,"body":"improve client retention."},{"speaker":"Galen Low","startTime":68.905,"endTime":70.244,"body":"Max, thanks for"},{"speaker":"Galen Low","startTime":68.905,"endTime":70.244,"body":"joining me today!"},{"speaker":"Max Traylor","startTime":70.38499999999999,"endTime":71.755,"body":"Yeah,"},{"speaker":"Max Traylor","startTime":70.38499999999999,"endTime":71.755,"body":"good to be here."},{"speaker":"Galen Low","startTime":71.91499999999999,"endTime":72.664,"body":"Good"},{"speaker":"Galen Low","startTime":71.91499999999999,"endTime":72.664,"body":"to have you, man."},{"speaker":"Max Traylor","startTime":72.685,"endTime":74.674,"body":"Hope I didn't make"},{"speaker":"Max Traylor","startTime":72.685,"endTime":74.674,"body":"you laugh in your intro there."},{"speaker":"Galen Low","startTime":74.714,"endTime":76.344,"body":"That was actually"},{"speaker":"Galen Low","startTime":74.714,"endTime":76.344,"body":"perfect because so what I"},{"speaker":"Galen Low","startTime":76.355,"endTime":79.28399999999999,"body":"tell all my guests, as is"},{"speaker":"Galen 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Max"},{"speaker":"Galen Low","startTime":100.72,"endTime":103.41,"body":"is that I was listening to"},{"speaker":"Galen Low","startTime":103.41,"endTime":105.6,"body":"you guest on another podcast,"},{"speaker":"Galen Low","startTime":103.41,"endTime":105.6,"body":"and there was so much you"},{"speaker":"Galen Low","startTime":105.6,"endTime":108.56,"body":"were saying about agency life"},{"speaker":"Galen Low","startTime":105.6,"endTime":108.56,"body":"that really landed with me."},{"speaker":"Galen Low","startTime":108.61,"endTime":112.3,"body":"And then I really love this"},{"speaker":"Galen Low","startTime":108.61,"endTime":112.3,"body":"notion of, how folks working"},{"speaker":"Galen Low","startTime":112.31,"endTime":115.03,"body":"in an agency can be a little"},{"speaker":"Galen Low","startTime":112.31,"endTime":115.03,"body":"bit more strategic in their"},{"speaker":"Galen Low","startTime":115.03,"endTime":118.41,"body":"work so that they can create"},{"speaker":"Galen 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Traylor","startTime":142.64,"endTime":145.39,"body":"respected, not marginalized."},{"speaker":"Max Traylor","startTime":145.65,"endTime":148.2,"body":"So there are three levels"},{"speaker":"Max Traylor","startTime":145.65,"endTime":148.2,"body":"at any organization,"},{"speaker":"Max Traylor","startTime":148.2,"endTime":149.16,"body":"and this isn't my fault."},{"speaker":"Max Traylor","startTime":149.17000000000002,"endTime":150.33,"body":"This is just corporate culture."},{"speaker":"Max Traylor","startTime":150.33,"endTime":152.01,"body":"There's leaders"},{"speaker":"Max Traylor","startTime":150.33,"endTime":152.01,"body":"that make decisions."},{"speaker":"Max Traylor","startTime":152.25,"endTime":154.77,"body":"There's doers that do"},{"speaker":"Max Traylor","startTime":152.25,"endTime":154.77,"body":"things, and in the middle,"},{"speaker":"Max Traylor","startTime":154.77,"endTime":157.03,"body":"there are managers that"},{"speaker":"Max 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leaders?"},{"speaker":"Galen Low","startTime":240.735,"endTime":243.075,"body":"We're looking at the"},{"speaker":"Galen Low","startTime":240.735,"endTime":243.075,"body":"stack of kind of doers,"},{"speaker":"Galen Low","startTime":243.095,"endTime":244.175,"body":"managers, and leaders."},{"speaker":"Galen Low","startTime":244.385,"endTime":246.875,"body":"If everyone's trying to be a"},{"speaker":"Galen Low","startTime":244.385,"endTime":246.875,"body":"leader, what happens to the"},{"speaker":"Galen Low","startTime":246.875,"endTime":247.985,"body":"other two layers of the stack?"},{"speaker":"Max Traylor","startTime":248.27,"endTime":250.54,"body":"Well, if everyone"},{"speaker":"Max Traylor","startTime":248.27,"endTime":250.54,"body":"tries to be a leader, there's"},{"speaker":"Max Traylor","startTime":250.54,"endTime":251.59,"body":"going to be some churn."},{"speaker":"Max Traylor","startTime":251.9,"endTime":253.26,"body":"You're going to go to another."},{"speaker":"Max 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Traylor","startTime":278.29999999999995,"endTime":281.9,"body":"intellectual property, not"},{"speaker":"Max Traylor","startTime":281.9,"endTime":283.38,"body":"just what your fingers can do."},{"speaker":"Max Traylor","startTime":283.96500000000003,"endTime":286.395,"body":"Your intellectual property,"},{"speaker":"Max Traylor","startTime":283.96500000000003,"endTime":286.395,"body":"the stuff in your head"},{"speaker":"Max Traylor","startTime":286.69500000000005,"endTime":289.71500000000003,"body":"can be codified, can be"},{"speaker":"Max Traylor","startTime":286.69500000000005,"endTime":289.71500000000003,"body":"taught, can be monetized."},{"speaker":"Max Traylor","startTime":289.96500000000003,"endTime":293.135,"body":"And that's cooler than"},{"speaker":"Max Traylor","startTime":289.96500000000003,"endTime":293.135,"body":"getting paid by the hour."},{"speaker":"Max Traylor","startTime":293.135,"endTime":293.755,"body":"I tell you what."},{"speaker":"Galen Low","startTime":293.975,"endTime":294.475,"body":"Fair enough."},{"speaker":"Galen Low","startTime":294.515,"endTime":294.975,"body":"I love that."},{"speaker":"Galen Low","startTime":294.975,"endTime":296.985,"body":"Not just what your fingers do,"},{"speaker":"Galen Low","startTime":294.975,"endTime":296.985,"body":"but what's inside your brain."},{"speaker":"Max Traylor","startTime":297.375,"endTime":297.595,"body":"Yeah."},{"speaker":"Max Traylor","startTime":297.595,"endTime":299.775,"body":"And you got to use it"},{"speaker":"Max Traylor","startTime":297.595,"endTime":299.775,"body":"a little like that."},{"speaker":"Galen Low","startTime":300.29499999999996,"endTime":300.525,"body":"Yeah."},{"speaker":"Galen Low","startTime":300.67499999999995,"endTime":303.155,"body":"Whenever we discuss the concept,"},{"speaker":"Galen Low","startTime":300.67499999999995,"endTime":303.155,"body":"for folks listening, we're just"},{"speaker":"Galen Low","startTime":303.365,"endTime":304.735,"body":"creepily wiggling our fingers."},{"speaker":"Max Traylor","startTime":304.94500000000005,"endTime":306.225,"body":"Little"},{"speaker":"Max Traylor","startTime":304.94500000000005,"endTime":306.225,"body":"creepy piggies."},{"speaker":"Galen Low","startTime":307.58500000000004,"endTime":308.375,"body":"Let's zoom out a bit."},{"speaker":"Galen Low","startTime":308.57500000000005,"endTime":312.125,"body":"You help agencies productize"},{"speaker":"Galen Low","startTime":308.57500000000005,"endTime":312.125,"body":"their services so that they are"},{"speaker":"Galen Low","startTime":312.125,"endTime":314.885,"body":"positioned sensibly, so that"},{"speaker":"Galen Low","startTime":312.125,"endTime":314.885,"body":"they are efficient to deliver,"},{"speaker":"Galen Low","startTime":315.025,"endTime":318.07500000000005,"body":"so that they are crafted to"},{"speaker":"Galen 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Low","startTime":326.67499999999995,"endTime":328.845,"body":"doers, how does that sort of"},{"speaker":"Galen Low","startTime":328.865,"endTime":330.57500000000005,"body":"productized service help them?"},{"speaker":"Max Traylor","startTime":330.91499999999996,"endTime":332.79499999999996,"body":"Well, I"},{"speaker":"Max Traylor","startTime":330.91499999999996,"endTime":332.79499999999996,"body":"mean, project managers"},{"speaker":"Max Traylor","startTime":332.81500000000005,"endTime":333.775,"body":"should love this."},{"speaker":"Max Traylor","startTime":333.82500000000005,"endTime":335.495,"body":"Like, okay, you gotta"},{"speaker":"Max Traylor","startTime":333.82500000000005,"endTime":335.495,"body":"manage a project."},{"speaker":"Max Traylor","startTime":335.745,"endTime":337.975,"body":"Has anybody written"},{"speaker":"Max Traylor","startTime":335.745,"endTime":337.975,"body":"down what the steps are?"},{"speaker":"Max Traylor","startTime":338.255,"endTime":340.725,"body":"Are there links to, like,"},{"speaker":"Max Traylor","startTime":338.255,"endTime":340.725,"body":"the tools I should be using?"},{"speaker":"Max Traylor","startTime":340.96500000000003,"endTime":342.84400000000005,"body":"Do we know how much I"},{"speaker":"Max Traylor","startTime":340.96500000000003,"endTime":342.84400000000005,"body":"should time I should"},{"speaker":"Max Traylor","startTime":342.84400000000005,"endTime":343.774,"body":"spend on each step?"},{"speaker":"Max Traylor","startTime":344.08399999999995,"endTime":346.914,"body":"Can we somehow inform the"},{"speaker":"Max Traylor","startTime":344.08399999999995,"endTime":346.914,"body":"client of their role at"},{"speaker":"Max Traylor","startTime":346.914,"endTime":348.975,"body":"each of these steps and how"},{"speaker":"Max Traylor","startTime":346.914,"endTime":348.975,"body":"long it's gonna take them?"},{"speaker":"Max Traylor","startTime":349.225,"endTime":351.44500000000005,"body":"Do we know how much it's"},{"speaker":"Max Traylor","startTime":349.225,"endTime":351.44500000000005,"body":"gonna cost us at each step?"},{"speaker":"Max Traylor","startTime":351.78999999999996,"endTime":355.49,"body":"So a tick of mine is when I"},{"speaker":"Max Traylor","startTime":351.78999999999996,"endTime":355.49,"body":"see a service being delivered"},{"speaker":"Max Traylor","startTime":355.49,"endTime":357.84000000000003,"body":"and these questions aren't"},{"speaker":"Max Traylor","startTime":355.49,"endTime":357.84000000000003,"body":"answered, it puts a heck"},{"speaker":"Max Traylor","startTime":357.84000000000003,"endTime":360.08900000000006,"body":"of a burden on a project"},{"speaker":"Max Traylor","startTime":357.84000000000003,"endTime":360.08900000000006,"body":"manager when these things"},{"speaker":"Max Traylor","startTime":360.09000000000003,"endTime":364.34000000000003,"body":"haven't been set internally,"},{"speaker":"Max Traylor","startTime":360.09000000000003,"endTime":364.34000000000003,"body":"let alone expectations"},{"speaker":"Max Traylor","startTime":364.36,"endTime":365.29999999999995,"body":"be set with the client."},{"speaker":"Max Traylor","startTime":365.65999999999997,"endTime":369.369,"body":"And so I use a big word"},{"speaker":"Max Traylor","startTime":365.65999999999997,"endTime":369.369,"body":"productize for something that"},{"speaker":"Max Traylor","startTime":369.37,"endTime":372.24,"body":"really amounts to steps and"},{"speaker":"Max Traylor","startTime":369.37,"endTime":372.24,"body":"things, you need to go through"},{"speaker":"Max Traylor","startTime":372.24,"endTime":374.55999999999995,"body":"the same steps and deliver"},{"speaker":"Max Traylor","startTime":372.24,"endTime":374.55999999999995,"body":"the same things every time."},{"speaker":"Max Traylor","startTime":375.025,"endTime":377.55499999999995,"body":"And don't give me this"},{"speaker":"Max Traylor","startTime":375.025,"endTime":377.55499999999995,"body":"\"every client is different\"."},{"speaker":"Max Traylor","startTime":377.57500000000005,"endTime":379.995,"body":"It's like, of course, but your"},{"speaker":"Max Traylor","startTime":377.57500000000005,"endTime":379.995,"body":"process for delivering value"},{"speaker":"Max Traylor","startTime":379.995,"endTime":382.125,"body":"should not be and you have"},{"speaker":"Max Traylor","startTime":379.995,"endTime":382.125,"body":"to make money and you have"},{"speaker":"Max Traylor","startTime":382.125,"endTime":386.095,"body":"to put food on the table and"},{"speaker":"Max Traylor","startTime":382.125,"endTime":386.095,"body":"you have to babysit crazy,"},{"speaker":"Max Traylor","startTime":386.115,"endTime":387.70399999999995,"body":"wild, unpredictable clients."},{"speaker":"Max Traylor","startTime":387.70399999999995,"endTime":390.345,"body":"So to the degree that"},{"speaker":"Max Traylor","startTime":387.70399999999995,"endTime":390.345,"body":"you can document things,"},{"speaker":"Max Traylor","startTime":390.345,"endTime":391.155,"body":"you're gonna do better."},{"speaker":"Max Traylor","startTime":391.424,"endTime":392.44500000000005,"body":"What is the benefit?"},{"speaker":"Max Traylor","startTime":392.59400000000005,"endTime":396.625,"body":"Sanity, profitability, people"},{"speaker":"Max Traylor","startTime":392.59400000000005,"endTime":396.625,"body":"liking you, frustration"},{"speaker":"Max Traylor","startTime":396.625,"endTime":399.33500000000004,"body":"levels, stress levels,"},{"speaker":"Max Traylor","startTime":396.625,"endTime":399.33500000000004,"body":"basically everything bad"},{"speaker":"Max Traylor","startTime":399.66499999999996,"endTime":402.92499999999995,"body":"about a service business"},{"speaker":"Max Traylor","startTime":399.66499999999996,"endTime":402.92499999999995,"body":"can be mitigated by treating"},{"speaker":"Max Traylor","startTime":402.92499999999995,"endTime":404.745,"body":"a service like a product."},{"speaker":"Max Traylor","startTime":404.80499999999995,"endTime":405.58500000000004,"body":"And that's all I mean."},{"speaker":"Max Traylor","startTime":405.58500000000004,"endTime":408.06500000000005,"body":"I don't actually mean creating"},{"speaker":"Max Traylor","startTime":405.58500000000004,"endTime":408.06500000000005,"body":"a product where in a lot"},{"speaker":"Max Traylor","startTime":408.06500000000005,"endTime":412.79499999999996,"body":"of cases, if you're able to"},{"speaker":"Max Traylor","startTime":408.06500000000005,"endTime":412.79499999999996,"body":"adhere to the same formula"},{"speaker":"Max Traylor","startTime":412.83500000000004,"endTime":415.21500000000003,"body":"time and time again, there"},{"speaker":"Max Traylor","startTime":412.83500000000004,"endTime":415.21500000000003,"body":"will be opportunities to"},{"speaker":"Max Traylor","startTime":415.21500000000003,"endTime":416.68499999999995,"body":"literally create a product."},{"speaker":"Max Traylor","startTime":417.105,"endTime":419.95399999999995,"body":"For a project manager, I would"},{"speaker":"Max Traylor","startTime":417.105,"endTime":419.95399999999995,"body":"look at the commonalities of the"},{"speaker":"Max Traylor","startTime":419.95399999999995,"endTime":421.505,"body":"last 10 projects you managed."},{"speaker":"Max Traylor","startTime":421.83500000000004,"endTime":425.82500000000005,"body":"I'd put that into an instance of"},{"speaker":"Max Traylor","startTime":421.83500000000004,"endTime":425.82500000000005,"body":"Monday that you can white label"},{"speaker":"Max Traylor","startTime":425.82500000000005,"endTime":427.265,"body":"and resell to all your clients."},{"speaker":"Max Traylor","startTime":427.605,"endTime":429.905,"body":"A buddy of mine, I did that"},{"speaker":"Max Traylor","startTime":427.605,"endTime":429.905,"body":"for a buddy, he's making"},{"speaker":"Max Traylor","startTime":429.93499999999995,"endTime":433.015,"body":"100 grand a year off of just"},{"speaker":"Max Traylor","startTime":429.93499999999995,"endTime":433.015,"body":"a project template that he"},{"speaker":"Max Traylor","startTime":433.015,"endTime":434.105,"body":"installs for every client."},{"speaker":"Max Traylor","startTime":434.105,"endTime":436.595,"body":"He added a line item, we're"},{"speaker":"Max Traylor","startTime":434.105,"endTime":436.595,"body":"going to license you our"},{"speaker":"Max Traylor","startTime":436.605,"endTime":437.775,"body":"project management software."},{"speaker":"Max Traylor","startTime":438.33399999999995,"endTime":440.895,"body":"Yeah, there's opportunities to"},{"speaker":"Max Traylor","startTime":438.33399999999995,"endTime":440.895,"body":"literally make it a product."},{"speaker":"Max Traylor","startTime":440.895,"endTime":444.33399999999995,"body":"But the idea that you're going"},{"speaker":"Max Traylor","startTime":440.895,"endTime":444.33399999999995,"body":"to productize a service is just"},{"speaker":"Max Traylor","startTime":444.33399999999995,"endTime":448.124,"body":"like eliminating as much of"},{"speaker":"Max Traylor","startTime":444.33399999999995,"endTime":448.124,"body":"the uncertainty as possible."},{"speaker":"Galen Low","startTime":448.36400000000003,"endTime":449.765,"body":"I like that"},{"speaker":"Galen Low","startTime":448.36400000000003,"endTime":449.765,"body":"clarification because I"},{"speaker":"Galen Low","startTime":449.765,"endTime":451.46500000000003,"body":"think when people hear the"},{"speaker":"Galen Low","startTime":449.765,"endTime":451.46500000000003,"body":"word productize, they're"},{"speaker":"Galen Low","startTime":451.46500000000003,"endTime":452.365,"body":"like, we can't do that."},{"speaker":"Galen Low","startTime":452.365,"endTime":453.265,"body":"Like, everything's different."},{"speaker":"Galen Low","startTime":453.28499999999997,"endTime":455.885,"body":"Like you said, this sort of"},{"speaker":"Galen Low","startTime":453.28499999999997,"endTime":455.885,"body":"unique snowflake conundrum."},{"speaker":"Galen Low","startTime":456.19000000000005,"endTime":459.22,"body":"But you don't mean that, hey,"},{"speaker":"Galen Low","startTime":456.19000000000005,"endTime":459.22,"body":"here's what you get in the box"},{"speaker":"Galen Low","startTime":459.22,"endTime":462.41999999999996,"body":"and like, only these five things"},{"speaker":"Galen Low","startTime":459.22,"endTime":462.41999999999996,"body":"and it's the same every time."},{"speaker":"Galen Low","startTime":462.65,"endTime":466.09900000000005,"body":"You're talking about process and"},{"speaker":"Galen Low","startTime":462.65,"endTime":466.09900000000005,"body":"repeatability and fundamentally"},{"speaker":"Galen Low","startTime":466.09900000000005,"endTime":468.519,"body":"like predictability and like"},{"speaker":"Galen Low","startTime":466.09900000000005,"endTime":468.519,"body":"you touched on it there in"},{"speaker":"Galen Low","startTime":468.519,"endTime":471.61,"body":"terms of like, there's a lot"},{"speaker":"Galen Low","startTime":468.519,"endTime":471.61,"body":"of stress I find in a client"},{"speaker":"Galen Low","startTime":471.61,"endTime":473.20899999999995,"body":"services context, right?"},{"speaker":"Galen Low","startTime":473.21000000000004,"endTime":476.19000000000005,"body":"In an agency or consultancy,"},{"speaker":"Galen Low","startTime":473.21000000000004,"endTime":476.19000000000005,"body":"everything seems new and"},{"speaker":"Galen Low","startTime":476.19000000000005,"endTime":478.19000000000005,"body":"different every time you're"},{"speaker":"Galen Low","startTime":476.19000000000005,"endTime":478.19000000000005,"body":"working with different teams"},{"speaker":"Galen Low","startTime":478.19000000000005,"endTime":479.36,"body":"or stakeholders are different."},{"speaker":"Galen Low","startTime":479.64,"endTime":481.42999999999995,"body":"I see a lot of teams"},{"speaker":"Galen Low","startTime":479.64,"endTime":481.42999999999995,"body":"are just like shrugging."},{"speaker":"Galen Low","startTime":481.42999999999995,"endTime":483.27,"body":"They're like, I don't know"},{"speaker":"Galen Low","startTime":481.42999999999995,"endTime":483.27,"body":"what we're going to do."},{"speaker":"Galen Low","startTime":483.27,"endTime":484.23,"body":"We'll just figure it out."},{"speaker":"Galen Low","startTime":484.26,"endTime":486.5,"body":"Like, and it's all of"},{"speaker":"Galen Low","startTime":484.26,"endTime":486.5,"body":"this like ambiguity."},{"speaker":"Galen Low","startTime":486.71000000000004,"endTime":489.73900000000003,"body":"Whereas actually, yes, if you"},{"speaker":"Galen Low","startTime":486.71000000000004,"endTime":489.73900000000003,"body":"look back at your, other 10"},{"speaker":"Galen Low","startTime":489.749,"endTime":492.26,"body":"projects that you just did,"},{"speaker":"Galen Low","startTime":489.749,"endTime":492.26,"body":"there's some repeatable elements"},{"speaker":"Galen Low","startTime":492.26,"endTime":495.259,"body":"there of things that did work"},{"speaker":"Galen Low","startTime":492.26,"endTime":495.259,"body":"that you can bring in and just"},{"speaker":"Galen Low","startTime":495.259,"endTime":496.259,"body":"make life easier for yourself."},{"speaker":"Max Traylor","startTime":496.58900000000006,"endTime":499.409,"body":"There's a big"},{"speaker":"Max Traylor","startTime":496.58900000000006,"endTime":499.409,"body":"changeover from the founder"},{"speaker":"Max Traylor","startTime":499.69899999999996,"endTime":503.529,"body":"doing this work and somebody"},{"speaker":"Max Traylor","startTime":499.69899999999996,"endTime":503.529,"body":"that's employed doing this work."},{"speaker":"Max Traylor","startTime":503.83900000000006,"endTime":506.57899999999995,"body":"And the difference"},{"speaker":"Max Traylor","startTime":503.83900000000006,"endTime":506.57899999999995,"body":"is the ability and"},{"speaker":"Max Traylor","startTime":506.58900000000006,"endTime":508.119,"body":"confidence to improvise."},{"speaker":"Max Traylor","startTime":508.45899999999995,"endTime":510.31899999999996,"body":"What comes next is the"},{"speaker":"Max Traylor","startTime":508.45899999999995,"endTime":510.31899999999996,"body":"most important question"},{"speaker":"Max Traylor","startTime":510.31899999999996,"endTime":511.289,"body":"in any project, right?"},{"speaker":"Max Traylor","startTime":511.72900000000004,"endTime":515.149,"body":"So, if you're putting people in"},{"speaker":"Max Traylor","startTime":511.72900000000004,"endTime":515.149,"body":"place and the expectation is,"},{"speaker":"Max Traylor","startTime":515.149,"endTime":517.449,"body":"well, they're gonna figure it"},{"speaker":"Max Traylor","startTime":515.149,"endTime":517.449,"body":"out, they have to improvise."},{"speaker":"Max Traylor","startTime":517.459,"endTime":520.119,"body":"One, they have to have the"},{"speaker":"Max Traylor","startTime":517.459,"endTime":520.119,"body":"skill to do that, which"},{"speaker":"Max Traylor","startTime":520.12,"endTime":522.679,"body":"takes a lot more experience"},{"speaker":"Max Traylor","startTime":520.12,"endTime":522.679,"body":"to develop that skill set."},{"speaker":"Max Traylor","startTime":523.099,"endTime":527.789,"body":"But then every decision, there's"},{"speaker":"Max Traylor","startTime":523.099,"endTime":527.789,"body":"the paranoia of how is this"},{"speaker":"Max Traylor","startTime":527.789,"endTime":530.149,"body":"decision going to look for"},{"speaker":"Max Traylor","startTime":527.789,"endTime":530.149,"body":"the person that cuts my check?"},{"speaker":"Galen Low","startTime":530.399,"endTime":530.799,"body":"Right."},{"speaker":"Galen Low","startTime":531.059,"endTime":533.569,"body":"I like that sort"},{"speaker":"Galen Low","startTime":531.059,"endTime":533.569,"body":"of improvisation."},{"speaker":"Galen Low","startTime":533.649,"endTime":535.9789999999999,"body":"In some conversations,"},{"speaker":"Galen Low","startTime":533.649,"endTime":535.9789999999999,"body":"that's like, like you"},{"speaker":"Galen Low","startTime":535.9789999999999,"endTime":536.909,"body":"said, it can be a skill."},{"speaker":"Galen Low","startTime":537.159,"endTime":540.639,"body":"Yeah, for people like working"},{"speaker":"Galen Low","startTime":537.159,"endTime":540.639,"body":"at your agency who are great at"},{"speaker":"Galen Low","startTime":540.669,"endTime":544.039,"body":"improvising, that's an asset, in"},{"speaker":"Galen Low","startTime":540.669,"endTime":544.039,"body":"and of itself, but I don't think"},{"speaker":"Galen Low","startTime":544.039,"endTime":545.3489999999999,"body":"it's always an expectation."},{"speaker":"Max Traylor","startTime":545.4889999999999,"endTime":548.069,"body":"Yeah, and the best"},{"speaker":"Max Traylor","startTime":545.4889999999999,"endTime":548.069,"body":"consultants will improvise,"},{"speaker":"Max Traylor","startTime":548.069,"endTime":550.449,"body":"the best salespeople will"},{"speaker":"Max Traylor","startTime":548.069,"endTime":550.449,"body":"improvise, the best business"},{"speaker":"Max Traylor","startTime":550.449,"endTime":553.169,"body":"owners will improvise, the"},{"speaker":"Max Traylor","startTime":550.449,"endTime":553.169,"body":"best conversationalists,"},{"speaker":"Max Traylor","startTime":553.439,"endTime":554.759,"body":"conversationizers."},{"speaker":"Max Traylor","startTime":556.049,"endTime":557.419,"body":"I'm improvising right now."},{"speaker":"Galen Low","startTime":557.549,"endTime":558.4689999999999,"body":"You"},{"speaker":"Galen Low","startTime":557.549,"endTime":558.4689999999999,"body":"improvised a word."},{"speaker":"Max Traylor","startTime":559.2389999999999,"endTime":561.369,"body":"The new words,"},{"speaker":"Max Traylor","startTime":559.2389999999999,"endTime":561.369,"body":"yeah, words with friends."},{"speaker":"Max Traylor","startTime":561.429,"endTime":563.789,"body":"But you shouldn't rely"},{"speaker":"Max Traylor","startTime":561.429,"endTime":563.789,"body":"on that when it comes to"},{"speaker":"Max Traylor","startTime":563.789,"endTime":564.879,"body":"scaling your business."},{"speaker":"Galen Low","startTime":565.079,"endTime":566.079,"body":"Yeah, there you go."},{"speaker":"Max Traylor","startTime":566.079,"endTime":568.209,"body":"And look around,"},{"speaker":"Max Traylor","startTime":566.079,"endTime":568.209,"body":"most people are bad at it."},{"speaker":"Galen Low","startTime":568.439,"endTime":569.819,"body":"Yeah, I mean,"},{"speaker":"Galen Low","startTime":568.439,"endTime":569.819,"body":"there's so much discomfort"},{"speaker":"Galen Low","startTime":569.829,"endTime":571.059,"body":"in having to improvise."},{"speaker":"Galen Low","startTime":571.0889999999999,"endTime":573.4889999999999,"body":"You don't always have the full"},{"speaker":"Galen Low","startTime":571.0889999999999,"endTime":573.4889999999999,"body":"context of how it's impacting"},{"speaker":"Galen Low","startTime":573.509,"endTime":576.249,"body":"even the project, the client,"},{"speaker":"Galen Low","startTime":573.509,"endTime":576.249,"body":"your peers, let alone the"},{"speaker":"Galen Low","startTime":576.249,"endTime":577.319,"body":"person who's cutting your check."},{"speaker":"Max Traylor","startTime":577.549,"endTime":579.459,"body":"Yeah, look,"},{"speaker":"Max Traylor","startTime":577.549,"endTime":579.459,"body":"improvise all you want, but"},{"speaker":"Max Traylor","startTime":579.459,"endTime":580.889,"body":"don't improvise the process."},{"speaker":"Max Traylor","startTime":580.889,"endTime":583.299,"body":"Don't say like, today,"},{"speaker":"Max Traylor","startTime":580.889,"endTime":583.299,"body":"I think instead of step"},{"speaker":"Max Traylor","startTime":583.299,"endTime":584.539,"body":"three, we'll just skip that."},{"speaker":"Max Traylor","startTime":584.679,"endTime":586.619,"body":"We'll just skip it"},{"speaker":"Max Traylor","startTime":584.679,"endTime":586.619,"body":"and go to step four."},{"speaker":"Max Traylor","startTime":586.619,"endTime":587.529,"body":"We'll make something up."},{"speaker":"Max Traylor","startTime":587.879,"endTime":590.649,"body":"Put some thought into"},{"speaker":"Max Traylor","startTime":587.879,"endTime":590.649,"body":"the client journey."},{"speaker":"Max Traylor","startTime":590.649,"endTime":592.709,"body":"What is the most important"},{"speaker":"Max Traylor","startTime":590.649,"endTime":592.709,"body":"first step, second step,"},{"speaker":"Max Traylor","startTime":592.709,"endTime":593.709,"body":"third step, fourth step?"},{"speaker":"Max Traylor","startTime":594.069,"endTime":596.949,"body":"A menu, a services menu."},{"speaker":"Max Traylor","startTime":596.9789999999999,"endTime":601.5989999999999,"body":"If your organization has a"},{"speaker":"Max Traylor","startTime":596.9789999999999,"endTime":601.5989999999999,"body":"services menu, you need to have"},{"speaker":"Max Traylor","startTime":601.899,"endTime":605.549,"body":"a serious talk with the person"},{"speaker":"Max Traylor","startTime":601.899,"endTime":605.549,"body":"responsible for the services."},{"speaker":"Max Traylor","startTime":605.639,"endTime":608.259,"body":"A menu is a recipe for disaster."},{"speaker":"Max Traylor","startTime":608.439,"endTime":609.659,"body":"You ever worked at a restaurant?"},{"speaker":"Galen Low","startTime":609.769,"endTime":610.199,"body":"I have."},{"speaker":"Max Traylor","startTime":610.4889999999999,"endTime":611.759,"body":"It's a disaster."},{"speaker":"Max Traylor","startTime":612.039,"endTime":614.649,"body":"How much better would the"},{"speaker":"Max Traylor","startTime":612.039,"endTime":614.649,"body":"experience be if you just"},{"speaker":"Max Traylor","startTime":614.649,"endTime":617.764,"body":"hired a really good chef and"},{"speaker":"Max Traylor","startTime":614.649,"endTime":617.764,"body":"the chef said, like, this"},{"speaker":"Max Traylor","startTime":617.774,"endTime":618.914,"body":"is the four course meal."},{"speaker":"Max Traylor","startTime":619.044,"endTime":620.204,"body":"We're going to go"},{"speaker":"Max Traylor","startTime":619.044,"endTime":620.204,"body":"one, two, three, four."},{"speaker":"Max Traylor","startTime":620.2139999999999,"endTime":622.024,"body":"We're going to make that"},{"speaker":"Max Traylor","startTime":620.2139999999999,"endTime":622.024,"body":"as good as possible."},{"speaker":"Max Traylor","startTime":622.374,"endTime":624.564,"body":"Your job is just to make"},{"speaker":"Max Traylor","startTime":622.374,"endTime":624.564,"body":"people feel comfortable."},{"speaker":"Max Traylor","startTime":624.564,"endTime":626.394,"body":"Make sure they have the"},{"speaker":"Max Traylor","startTime":624.564,"endTime":626.394,"body":"drinks that they want."},{"speaker":"Max Traylor","startTime":626.5939999999999,"endTime":627.644,"body":"You don't have to"},{"speaker":"Max Traylor","startTime":626.5939999999999,"endTime":627.644,"body":"worry about the food."},{"speaker":"Max Traylor","startTime":628.124,"endTime":628.9739999999999,"body":"The answer is yes or no."},{"speaker":"Max Traylor","startTime":628.9839999999999,"endTime":629.764,"body":"You want this food?"},{"speaker":"Max Traylor","startTime":629.784,"endTime":630.294,"body":"Yes or no."},{"speaker":"Max Traylor","startTime":630.8539999999999,"endTime":634.9839999999999,"body":"Would have completely"},{"speaker":"Max Traylor","startTime":630.8539999999999,"endTime":634.9839999999999,"body":"changed my life as a server."},{"speaker":"Galen Low","startTime":635.3539999999999,"endTime":635.9739999999999,"body":"Yeah, fair enough."},{"speaker":"Max Traylor","startTime":636.764,"endTime":637.174,"body":"So."},{"speaker":"Galen Low","startTime":637.899,"endTime":638.709,"body":"That's"},{"speaker":"Galen Low","startTime":637.899,"endTime":638.709,"body":"an interesting one."},{"speaker":"Galen Low","startTime":638.759,"endTime":644.1089999999999,"body":"Menus are bad because they"},{"speaker":"Galen Low","startTime":638.759,"endTime":644.1089999999999,"body":"allow your customer to kind"},{"speaker":"Galen Low","startTime":644.1089999999999,"endTime":647.019,"body":"of pick and choose things that"},{"speaker":"Galen Low","startTime":644.1089999999999,"endTime":647.019,"body":"may or may not make sense."},{"speaker":"Galen Low","startTime":647.3489999999999,"endTime":648.669,"body":"Am I picking up what"},{"speaker":"Galen Low","startTime":647.3489999999999,"endTime":648.669,"body":"you're putting down there?"},{"speaker":"Max Traylor","startTime":648.939,"endTime":650.379,"body":"Well, you"},{"speaker":"Max Traylor","startTime":648.939,"endTime":650.379,"body":"don't know what's next."},{"speaker":"Max Traylor","startTime":650.569,"endTime":653.4889999999999,"body":"You don't know what's next,"},{"speaker":"Max Traylor","startTime":650.569,"endTime":653.4889999999999,"body":"so you can't set the proper"},{"speaker":"Max Traylor","startTime":653.4889999999999,"endTime":654.9789999999999,"body":"expectations for what's next."},{"speaker":"Max Traylor","startTime":655.259,"endTime":658.4789999999999,"body":"The most important thing is that"},{"speaker":"Max Traylor","startTime":655.259,"endTime":658.4789999999999,"body":"every client starts the same."},{"speaker":"Max Traylor","startTime":658.959,"endTime":660.689,"body":"Everything's about"},{"speaker":"Max Traylor","startTime":658.959,"endTime":660.689,"body":"the start, right?"},{"speaker":"Max Traylor","startTime":660.709,"endTime":665.199,"body":"So if you've got a menu of"},{"speaker":"Max Traylor","startTime":660.709,"endTime":665.199,"body":"services, and you can identify"},{"speaker":"Max Traylor","startTime":665.199,"endTime":668.309,"body":"your ideal client, which"},{"speaker":"Max Traylor","startTime":665.199,"endTime":668.309,"body":"is I'm assuming people are"},{"speaker":"Max Traylor","startTime":668.309,"endTime":671.059,"body":"doing that nowadays, your"},{"speaker":"Max Traylor","startTime":668.309,"endTime":671.059,"body":"ideal client, then there is a"},{"speaker":"Max Traylor","startTime":671.069,"endTime":672.379,"body":"single answer to the question."},{"speaker":"Max Traylor","startTime":672.379,"endTime":675.209,"body":"What is the most valuable"},{"speaker":"Max 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Traylor","startTime":685.684,"endTime":687.1039999999999,"body":"not always right."},{"speaker":"Max Traylor","startTime":687.1139999999999,"endTime":688.2139999999999,"body":"That's why they're hiring you."},{"speaker":"Max Traylor","startTime":689.374,"endTime":693.264,"body":"And so sometimes you got to"},{"speaker":"Max Traylor","startTime":689.374,"endTime":693.264,"body":"step up and say, perfect."},{"speaker":"Max Traylor","startTime":693.274,"endTime":693.9639999999999,"body":"You want that?"},{"speaker":"Max Traylor","startTime":693.9839999999999,"endTime":696.184,"body":"Here's the process that we're"},{"speaker":"Max Traylor","startTime":693.9839999999999,"endTime":696.184,"body":"going to use to do that."},{"speaker":"Max Traylor","startTime":696.324,"endTime":698.074,"body":"A singular services process."},{"speaker":"Max Traylor","startTime":698.074,"endTime":699.754,"body":"You take those five"},{"speaker":"Max Traylor","startTime":698.074,"endTime":699.754,"body":"things on your menu."},{"speaker":"Max Traylor","startTime":700.084,"endTime":701.634,"body":"And the first step is just"},{"speaker":"Max Traylor","startTime":700.084,"endTime":701.634,"body":"to go, we're going to go"},{"speaker":"Max Traylor","startTime":701.634,"endTime":702.459,"body":"one, two, three, four, five."},{"speaker":"Max Traylor","startTime":703.269,"endTime":704.8389999999999,"body":"Number one might take"},{"speaker":"Max Traylor","startTime":703.269,"endTime":704.8389999999999,"body":"five minutes, but we're"},{"speaker":"Max Traylor","startTime":704.8389999999999,"endTime":705.459,"body":"not going to skip it."},{"speaker":"Max Traylor","startTime":705.749,"endTime":706.4689999999999,"body":"We're not going to skip it."},{"speaker":"Max Traylor","startTime":706.4689999999999,"endTime":708.459,"body":"You're going to try that salad,"},{"speaker":"Max Traylor","startTime":706.4689999999999,"endTime":708.459,"body":"even if you only have one bite."},{"speaker":"Galen 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at it."},{"speaker":"Galen Low","startTime":720.784,"endTime":721.9739999999999,"body":"I'm thinking about"},{"speaker":"Galen Low","startTime":720.784,"endTime":721.9739999999999,"body":"your background as a"},{"speaker":"Galen Low","startTime":721.9739999999999,"endTime":722.944,"body":"service designer, right?"},{"speaker":"Galen Low","startTime":722.944,"endTime":725.574,"body":"And you can't create a sort"},{"speaker":"Galen Low","startTime":722.944,"endTime":725.574,"body":"of client experience where"},{"speaker":"Galen Low","startTime":725.804,"endTime":728.154,"body":"the client is just calling"},{"speaker":"Galen Low","startTime":725.804,"endTime":728.154,"body":"all the shots and you're"},{"speaker":"Galen Low","startTime":728.154,"endTime":730.4839999999999,"body":"kind of just asking, you"},{"speaker":"Galen Low","startTime":728.154,"endTime":730.4839999999999,"body":"just taking their order."},{"speaker":"Galen Low","startTime":730.924,"endTime":732.384,"body":"How can you deliver value there?"},{"speaker":"Max Traylor","startTime":732.434,"endTime":733.934,"body":"Yeah, and then"},{"speaker":"Max Traylor","startTime":732.434,"endTime":733.934,"body":"you start to say things like"},{"speaker":"Max Traylor","startTime":733.934,"endTime":736.434,"body":"well, the client experience"},{"speaker":"Max Traylor","startTime":733.934,"endTime":736.434,"body":"is that we're very attentive."},{"speaker":"Galen Low","startTime":736.504,"endTime":737.244,"body":"Yeah, exactly."},{"speaker":"Galen Low","startTime":737.254,"endTime":737.924,"body":"We're responsive."},{"speaker":"Max Traylor","startTime":737.9739999999999,"endTime":739.934,"body":"And we have"},{"speaker":"Max Traylor","startTime":737.9739999999999,"endTime":739.934,"body":"a strong culture and"},{"speaker":"Max Traylor","startTime":739.934,"endTime":741.024,"body":"we're always smiling."},{"speaker":"Galen Low","startTime":742.644,"endTime":743.924,"body":"Here to do"},{"speaker":"Galen 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Traylor","startTime":784.5889999999999,"endTime":786.779,"body":"I've already decided that"},{"speaker":"Max Traylor","startTime":784.5889999999999,"endTime":786.779,"body":"this is the most valuable"},{"speaker":"Max Traylor","startTime":786.779,"endTime":788.7289999999999,"body":"project that we should work on."},{"speaker":"Max Traylor","startTime":788.779,"endTime":789.799,"body":"You go manage it."},{"speaker":"Max Traylor","startTime":790.244,"endTime":791.9839999999999,"body":"So now you're limited because"},{"speaker":"Max Traylor","startTime":790.244,"endTime":791.9839999999999,"body":"what if there's a different"},{"speaker":"Max Traylor","startTime":791.994,"endTime":794.804,"body":"project that you see because"},{"speaker":"Max Traylor","startTime":791.994,"endTime":794.804,"body":"you're wise, and you have"},{"speaker":"Max Traylor","startTime":794.804,"endTime":796.494,"body":"a different perspective"},{"speaker":"Max Traylor","startTime":794.804,"endTime":796.494,"body":"and you're like, well, this"},{"speaker":"Max Traylor","startTime":796.504,"endTime":797.694,"body":"project's, all well and good."},{"speaker":"Max Traylor","startTime":797.944,"endTime":799.884,"body":"But this other project over"},{"speaker":"Max Traylor","startTime":797.944,"endTime":799.884,"body":"here would actually be more"},{"speaker":"Max Traylor","startTime":799.894,"endTime":801.634,"body":"valuable and you haven't"},{"speaker":"Max Traylor","startTime":799.894,"endTime":801.634,"body":"even thought about it."},{"speaker":"Max Traylor","startTime":801.644,"endTime":805.824,"body":"So a consultant is just somebody"},{"speaker":"Max Traylor","startTime":801.644,"endTime":805.824,"body":"that helps these businesses"},{"speaker":"Max Traylor","startTime":806.024,"endTime":806.9639999999999,"body":"make better decisions."},{"speaker":"Max Traylor","startTime":807.454,"endTime":810.144,"body":"As my dad would say, his"},{"speaker":"Max Traylor","startTime":807.454,"endTime":810.144,"body":"definition of a consultant is"},{"speaker":"Max Traylor","startTime":810.144,"endTime":811.3539999999999,"body":"that you just make up the price."},{"speaker":"Max Traylor","startTime":811.799,"endTime":813.2189999999999,"body":"Which I thought, it"},{"speaker":"Max Traylor","startTime":811.799,"endTime":813.2189999999999,"body":"was always funny."},{"speaker":"Max Traylor","startTime":813.679,"endTime":817.919,"body":"The problem is that marketers"},{"speaker":"Max Traylor","startTime":813.679,"endTime":817.919,"body":"identify as marketers."},{"speaker":"Max Traylor","startTime":818.279,"endTime":822.919,"body":"Project managers identify as"},{"speaker":"Max Traylor","startTime":818.279,"endTime":822.919,"body":"project managers, when you"},{"speaker":"Max Traylor","startTime":822.919,"endTime":826.559,"body":"really should identify as"},{"speaker":"Max 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Traylor","startTime":840.0889999999999,"endTime":841.569,"body":"conversation about a project?"},{"speaker":"Max Traylor","startTime":841.569,"endTime":843.4789999999999,"body":"You actually walk in, you"},{"speaker":"Max Traylor","startTime":841.569,"endTime":843.4789999999999,"body":"go, how can I add the most"},{"speaker":"Max Traylor","startTime":843.4789999999999,"endTime":846.249,"body":"value instead of saying,"},{"speaker":"Max Traylor","startTime":843.4789999999999,"endTime":846.249,"body":"here's an update on steps"},{"speaker":"Max Traylor","startTime":846.249,"endTime":847.2189999999999,"body":"three, four and five."},{"speaker":"Max Traylor","startTime":847.2189999999999,"endTime":848.919,"body":"I'm gonna go back and"},{"speaker":"Max Traylor","startTime":847.2189999999999,"endTime":848.919,"body":"put my nose into this"},{"speaker":"Max Traylor","startTime":849.199,"endTime":850.3589999999999,"body":"piece of paper here."},{"speaker":"Max 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value."},{"speaker":"Max Traylor","startTime":889.744,"endTime":892.264,"body":"Maybe I know somebody that I can"},{"speaker":"Max Traylor","startTime":889.744,"endTime":892.264,"body":"introduce you to, and in that"},{"speaker":"Max Traylor","startTime":892.264,"endTime":894.454,"body":"moment, you're a consultant,"},{"speaker":"Max Traylor","startTime":892.264,"endTime":894.454,"body":"you're an indispensable partner,"},{"speaker":"Max Traylor","startTime":894.454,"endTime":895.704,"body":"you're a trusted advisor."},{"speaker":"Max Traylor","startTime":896.9639999999999,"endTime":900.704,"body":"And if people start seeing you"},{"speaker":"Max Traylor","startTime":896.9639999999999,"endTime":900.704,"body":"as a trusted advisor before they"},{"speaker":"Max Traylor","startTime":900.704,"endTime":903.764,"body":"see you as a project manager,"},{"speaker":"Max Traylor","startTime":900.704,"endTime":903.764,"body":"that just strengthens your"},{"speaker":"Max 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Traylor","startTime":958.824,"endTime":960.874,"body":"and to fix those problems."},{"speaker":"Max Traylor","startTime":960.875,"endTime":961.055,"body":"Right?"},{"speaker":"Max Traylor","startTime":961.055,"endTime":964.9499999999999,"body":"So you go into a room with"},{"speaker":"Max Traylor","startTime":961.055,"endTime":964.9499999999999,"body":"leadership and now your identity"},{"speaker":"Max Traylor","startTime":964.9499999999999,"endTime":967.3399999999999,"body":"is attached to this technical"},{"speaker":"Max Traylor","startTime":964.9499999999999,"endTime":967.3399999999999,"body":"stuff that no one cares about."},{"speaker":"Max Traylor","startTime":967.87,"endTime":969.0699999999999,"body":"What they care"},{"speaker":"Max Traylor","startTime":967.87,"endTime":969.0699999999999,"body":"about is the value."},{"speaker":"Max Traylor","startTime":969.67,"endTime":972.0799999999999,"body":"And it's hard for somebody with"},{"speaker":"Max 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Traylor","startTime":984.0699999999999,"endTime":984.3199999999999,"body":"Right?"},{"speaker":"Max Traylor","startTime":984.3199999999999,"endTime":986.1899999999999,"body":"That's not their"},{"speaker":"Max Traylor","startTime":984.3199999999999,"endTime":986.1899999999999,"body":"profession, but it's how"},{"speaker":"Max Traylor","startTime":986.1899999999999,"endTime":989.4499999999999,"body":"you generate relationships,"},{"speaker":"Max Traylor","startTime":986.1899999999999,"endTime":989.4499999999999,"body":"trust, credibility."},{"speaker":"Max Traylor","startTime":989.78,"endTime":991.829,"body":"It's how people"},{"speaker":"Max Traylor","startTime":989.78,"endTime":991.829,"body":"learn to like you."},{"speaker":"Max Traylor","startTime":991.88,"endTime":995.13,"body":"People like people that"},{"speaker":"Max Traylor","startTime":991.88,"endTime":995.13,"body":"listen, not that can recite"},{"speaker":"Max Traylor","startTime":995.14,"endTime":996.41,"body":"how to take apart a computer."},{"speaker":"Max Traylor","startTime":997.5899999999999,"endTime":999.199,"body":"I would not want to hang"},{"speaker":"Max Traylor","startTime":997.5899999999999,"endTime":999.199,"body":"out with that person."},{"speaker":"Max Traylor","startTime":999.1999999999999,"endTime":999.6899999999999,"body":"Like, good for you."},{"speaker":"Max Traylor","startTime":999.6899999999999,"endTime":1001.88,"body":"You have the knowledge, like"},{"speaker":"Max Traylor","startTime":999.6899999999999,"endTime":1001.88,"body":"save it for someone else."},{"speaker":"Galen Low","startTime":1002.3,"endTime":1003.98,"body":"I like that sort"},{"speaker":"Galen Low","startTime":1002.3,"endTime":1003.98,"body":"of, stepping back from it."},{"speaker":"Galen Low","startTime":1004.01,"endTime":1006.42,"body":"I mean, maybe we can get"},{"speaker":"Galen Low","startTime":1004.01,"endTime":1006.42,"body":"a little bit tactical here"},{"speaker":"Galen 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work."},{"speaker":"Max Traylor","startTime":1022.27,"endTime":1023.6,"body":"I am pressing the buttons."},{"speaker":"Max Traylor","startTime":1023.6,"endTime":1026.1200000000001,"body":"There go the weird"},{"speaker":"Max Traylor","startTime":1023.6,"endTime":1026.1200000000001,"body":"piggies again, the hands."},{"speaker":"Max Traylor","startTime":1026.47,"endTime":1027.56,"body":"I'm doing all the work."},{"speaker":"Max Traylor","startTime":1027.8500000000001,"endTime":1030.77,"body":"You're just sitting there,"},{"speaker":"Max Traylor","startTime":1027.8500000000001,"endTime":1030.77,"body":"but they're not invited to"},{"speaker":"Max Traylor","startTime":1030.77,"endTime":1031.92,"body":"that decision maker table."},{"speaker":"Max Traylor","startTime":1031.92,"endTime":1034.91,"body":"They don't know what happens"},{"speaker":"Max Traylor","startTime":1031.92,"endTime":1034.91,"body":"in that room where you're"},{"speaker":"Max Traylor","startTime":1034.91,"endTime":1037.1100000000001,"body":"just having higher level"},{"speaker":"Max Traylor","startTime":1034.91,"endTime":1037.1100000000001,"body":"conversations and you're"},{"speaker":"Max Traylor","startTime":1037.1100000000001,"endTime":1038.1000000000001,"body":"talking about adding value."},{"speaker":"Max Traylor","startTime":1038.1000000000001,"endTime":1040.8500000000001,"body":"So to an outsider, it just"},{"speaker":"Max Traylor","startTime":1038.1000000000001,"endTime":1040.8500000000001,"body":"looks like they're like,"},{"speaker":"Max Traylor","startTime":1040.859,"endTime":1041.819,"body":"what do you actually do?"},{"speaker":"Max Traylor","startTime":1042.509,"endTime":1043.499,"body":"I'm a people person."},{"speaker":"Galen Low","startTime":1044.6190000000001,"endTime":1045.519,"body":"It's really"},{"speaker":"Galen Low","startTime":1044.6190000000001,"endTime":1045.519,"body":"interesting you said that"},{"speaker":"Galen Low","startTime":1045.519,"endTime":1049.4289999999999,"body":"because I find often people"},{"speaker":"Galen Low","startTime":1045.519,"endTime":1049.4289999999999,"body":"will even be dismissive of the"},{"speaker":"Galen Low","startTime":1049.4289999999999,"endTime":1052.389,"body":"leaders above them to be like,"},{"speaker":"Galen Low","startTime":1049.4289999999999,"endTime":1052.389,"body":"well, they made the decision"},{"speaker":"Galen Low","startTime":1052.389,"endTime":1053.499,"body":"and I have to live with it."},{"speaker":"Galen Low","startTime":1053.6789999999999,"endTime":1055.639,"body":"And it's just rather than"},{"speaker":"Galen Low","startTime":1053.6789999999999,"endTime":1055.639,"body":"being curious about it,"},{"speaker":"Galen Low","startTime":1055.639,"endTime":1056.339,"body":"I guess I should say."},{"speaker":"Galen Low","startTime":1056.399,"endTime":1058.989,"body":"Because you said earlier,"},{"speaker":"Galen 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Lashansky,"},{"speaker":"Max Traylor","startTime":1068.629,"endTime":1072.149,"body":"that I end up quoting on every"},{"speaker":"Max Traylor","startTime":1068.629,"endTime":1072.149,"body":"single podcast that I'm on."},{"speaker":"Max Traylor","startTime":1072.279,"endTime":1076.019,"body":"I get no kickbacks, but"},{"speaker":"Max Traylor","startTime":1072.279,"endTime":1076.019,"body":"incredible leadership coach"},{"speaker":"Max Traylor","startTime":1076.239,"endTime":1079.579,"body":"has this whole principle of"},{"speaker":"Max Traylor","startTime":1076.239,"endTime":1079.579,"body":"being an indispensable partner."},{"speaker":"Max Traylor","startTime":1079.869,"endTime":1083.879,"body":"But he talks about two things"},{"speaker":"Max Traylor","startTime":1079.869,"endTime":1083.879,"body":"that will have somebody perceive"},{"speaker":"Max Traylor","startTime":1083.8799999999999,"endTime":1085.349,"body":"you as an indispensable partner."},{"speaker":"Max Traylor","startTime":1085.589,"endTime":1087.709,"body":"And that is, first, you"},{"speaker":"Max Traylor","startTime":1085.589,"endTime":1087.709,"body":"have to be perceived as"},{"speaker":"Max Traylor","startTime":1087.709,"endTime":1089.789,"body":"somebody that understands"},{"speaker":"Max Traylor","startTime":1087.709,"endTime":1089.789,"body":"what is most important."},{"speaker":"Max Traylor","startTime":1090.049,"endTime":1092.069,"body":"I have to perceive that"},{"speaker":"Max Traylor","startTime":1090.049,"endTime":1092.069,"body":"you understand what is"},{"speaker":"Max Traylor","startTime":1092.069,"endTime":1093.389,"body":"most important to me."},{"speaker":"Max Traylor","startTime":1093.639,"endTime":1095.539,"body":"And number two, I have"},{"speaker":"Max Traylor","startTime":1093.639,"endTime":1095.539,"body":"to perceive that you"},{"speaker":"Max Traylor","startTime":1095.539,"endTime":1097.779,"body":"can actually facilitate"},{"speaker":"Max Traylor","startTime":1095.539,"endTime":1097.779,"body":"what is most important."},{"speaker":"Max Traylor","startTime":1098.089,"endTime":1101.749,"body":"Which happens if you can"},{"speaker":"Max Traylor","startTime":1098.089,"endTime":1101.749,"body":"help somebody identify what's"},{"speaker":"Max Traylor","startTime":1101.749,"endTime":1103.799,"body":"most important, if you can"},{"speaker":"Max Traylor","startTime":1101.749,"endTime":1103.799,"body":"help me identify what's most"},{"speaker":"Max Traylor","startTime":1103.799,"endTime":1105.259,"body":"important for me, you get both."},{"speaker":"Max Traylor","startTime":1105.309,"endTime":1107.619,"body":"I will automatically assume"},{"speaker":"Max Traylor","startTime":1105.309,"endTime":1107.619,"body":"that you can facilitate what's"},{"speaker":"Max Traylor","startTime":1107.619,"endTime":1110.229,"body":"most important, regardless of if"},{"speaker":"Max Traylor","startTime":1107.619,"endTime":1110.229,"body":"you have 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expectations"},{"speaker":"Max Traylor","startTime":1242.914,"endTime":1245.2939999999999,"body":"more consistently."},{"speaker":"Max Traylor","startTime":1245.639,"endTime":1249.249,"body":"Like every project manager's"},{"speaker":"Max Traylor","startTime":1245.639,"endTime":1249.249,"body":"dream is to manage one project"},{"speaker":"Max Traylor","startTime":1249.249,"endTime":1253.979,"body":"at a time, and the only thing"},{"speaker":"Max Traylor","startTime":1249.249,"endTime":1253.979,"body":"that's missing is the reason a"},{"speaker":"Max Traylor","startTime":1253.979,"endTime":1256.689,"body":"client will want five things at"},{"speaker":"Max Traylor","startTime":1253.979,"endTime":1256.689,"body":"a time is because you haven't"},{"speaker":"Max Traylor","startTime":1256.899,"endTime":1260.229,"body":"brought them through a process"},{"speaker":"Max Traylor","startTime":1256.899,"endTime":1260.229,"body":"to give them confidence in what"},{"speaker":"Max Traylor","startTime":1260.229,"endTime":1264.674,"body":"is most impactful first, and"},{"speaker":"Max Traylor","startTime":1260.229,"endTime":1264.674,"body":"why it's beneficial to do that"},{"speaker":"Max Traylor","startTime":1264.674,"endTime":1267.614,"body":"most impactful thing first,"},{"speaker":"Max Traylor","startTime":1264.674,"endTime":1267.614,"body":"before you do the second thing,"},{"speaker":"Max Traylor","startTime":1267.614,"endTime":1268.834,"body":"before you do the third thing."},{"speaker":"Galen Low","startTime":1269.3039999999999,"endTime":1270.164,"body":"That's"},{"speaker":"Galen Low","startTime":1269.3039999999999,"endTime":1270.164,"body":"really interesting."},{"speaker":"Galen Low","startTime":1270.204,"endTime":1272.684,"body":"And there's so much discipline"},{"speaker":"Galen Low","startTime":1270.204,"endTime":1272.684,"body":"to that, I'd imagine."},{"speaker":"Galen Low","startTime":1272.744,"endTime":1275.094,"body":"I've worked at agencies where,"},{"speaker":"Galen Low","startTime":1272.744,"endTime":1275.094,"body":"of course, we want to sell all"},{"speaker":"Galen Low","startTime":1275.114,"endTime":1276.694,"body":"five projects at the same time."},{"speaker":"Galen Low","startTime":1276.914,"endTime":1278.714,"body":"It's going to add a"},{"speaker":"Galen Low","startTime":1276.914,"endTime":1278.714,"body":"couple zeros to the deal."},{"speaker":"Galen Low","startTime":1278.724,"endTime":1280.444,"body":"Like, let's do it all at once."},{"speaker":"Galen Low","startTime":1280.914,"endTime":1282.994,"body":"Clients like, yeah, let's"},{"speaker":"Galen Low","startTime":1280.914,"endTime":1282.994,"body":"boil the ocean, let's do this."},{"speaker":"Galen Low","startTime":1283.344,"endTime":1285.644,"body":"And then, you're 4 weeks in"},{"speaker":"Galen Low","startTime":1283.344,"endTime":1285.644,"body":"and it all stalling because"},{"speaker":"Galen Low","startTime":1285.644,"endTime":1287.574,"body":"like, nobody actually"},{"speaker":"Galen Low","startTime":1285.644,"endTime":1287.574,"body":"has capacity to do that."},{"speaker":"Galen Low","startTime":1287.744,"endTime":1289.244,"body":"Nothing's happening"},{"speaker":"Galen Low","startTime":1287.744,"endTime":1289.244,"body":"in the right order."},{"speaker":"Galen Low","startTime":1289.2939999999999,"endTime":1292.049,"body":"I'm coming back to your"},{"speaker":"Galen Low","startTime":1289.2939999999999,"endTime":1292.049,"body":"like, fixed menu idea"},{"speaker":"Galen Low","startTime":1292.069,"endTime":1295.259,"body":"rather than having, Hey,"},{"speaker":"Galen Low","startTime":1292.069,"endTime":1295.259,"body":"choose what you want to do."},{"speaker":"Galen Low","startTime":1295.309,"endTime":1296.069,"body":"Maybe it's everything."},{"speaker":"Galen Low","startTime":1296.069,"endTime":1297.819,"body":"Maybe you want dessert"},{"speaker":"Galen Low","startTime":1296.069,"endTime":1297.819,"body":"first, like let's go."},{"speaker":"Galen Low","startTime":1298.219,"endTime":1300.819,"body":"Versus like knowing and"},{"speaker":"Galen Low","startTime":1298.219,"endTime":1300.819,"body":"having enough confidence in"},{"speaker":"Galen Low","startTime":1300.819,"endTime":1302.949,"body":"your service and experience"},{"speaker":"Galen Low","startTime":1300.819,"endTime":1302.949,"body":"that you've designed to be"},{"speaker":"Galen Low","startTime":1302.949,"endTime":1304.239,"body":"like, we need to start here."},{"speaker":"Galen Low","startTime":1304.239,"endTime":1306.529,"body":"We need to find the"},{"speaker":"Galen Low","startTime":1304.239,"endTime":1306.529,"body":"most valuable thing."},{"speaker":"Galen Low","startTime":1306.709,"endTime":1308.339,"body":"And then we need to"},{"speaker":"Galen Low","startTime":1306.709,"endTime":1308.339,"body":"do that one thing."},{"speaker":"Galen Low","startTime":1308.654,"endTime":1309.854,"body":"And then we can"},{"speaker":"Galen 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Low","startTime":1537.625,"endTime":1539.735,"body":"but like, that's a lot of time."},{"speaker":"Galen Low","startTime":1539.735,"endTime":1541.315,"body":"Like, is that billable time?"},{"speaker":"Galen Low","startTime":1541.375,"endTime":1544.445,"body":"Am I going to be"},{"speaker":"Galen Low","startTime":1541.375,"endTime":1544.445,"body":"sacrificing my billability?"},{"speaker":"Galen Low","startTime":1544.655,"endTime":1546.615,"body":"Is my utilization"},{"speaker":"Galen Low","startTime":1544.655,"endTime":1546.615,"body":"rate going to go down?"},{"speaker":"Galen Low","startTime":1546.625,"endTime":1549.805,"body":"How can project managers"},{"speaker":"Galen Low","startTime":1546.625,"endTime":1549.805,"body":"and other agency folks"},{"speaker":"Galen Low","startTime":1549.805,"endTime":1553.824,"body":"like be consultants without"},{"speaker":"Galen Low","startTime":1549.805,"endTime":1553.824,"body":"sacrificing their billability"},{"speaker":"Galen Low","startTime":1554.055,"endTime":1555.635,"body":"or even just getting"},{"speaker":"Galen Low","startTime":1554.055,"endTime":1555.635,"body":"distracted from their job?"},{"speaker":"Max Traylor","startTime":1555.7649999999999,"endTime":1556.975,"body":"First of all,"},{"speaker":"Max Traylor","startTime":1555.7649999999999,"endTime":1556.975,"body":"there's so many things I"},{"speaker":"Max Traylor","startTime":1556.975,"endTime":1557.685,"body":"want to say about that."},{"speaker":"Max Traylor","startTime":1557.895,"endTime":1559.605,"body":"Number one, everyone"},{"speaker":"Max Traylor","startTime":1557.895,"endTime":1559.605,"body":"is in sales."},{"speaker":"Max Traylor","startTime":1559.605,"endTime":1561.325,"body":"If you haven't figured that"},{"speaker":"Max Traylor","startTime":1559.605,"endTime":1561.325,"body":"out, you're going nowhere."},{"speaker":"Max Traylor","startTime":1561.7549999999999,"endTime":1564.905,"body":"You have to sell your job"},{"speaker":"Max Traylor","startTime":1561.7549999999999,"endTime":1564.905,"body":"role every single day to"},{"speaker":"Max Traylor","startTime":1564.905,"endTime":1566.335,"body":"your employer, do you not?"},{"speaker":"Max Traylor","startTime":1567.845,"endTime":1569.985,"body":"And so consultant is selling."},{"speaker":"Max Traylor","startTime":1570.274,"endTime":1574.385,"body":"You're selling the idea,"},{"speaker":"Max Traylor","startTime":1570.274,"endTime":1574.385,"body":"you're selling your role,"},{"speaker":"Max Traylor","startTime":1574.394,"endTime":1577.195,"body":"you're selling in that thing"},{"speaker":"Max Traylor","startTime":1574.394,"endTime":1577.195,"body":"that is most important."},{"speaker":"Max Traylor","startTime":1577.205,"endTime":1578.825,"body":"Everyone is in sales."},{"speaker":"Max Traylor","startTime":1579.26,"endTime":1582.77,"body":"People that have sales roles"},{"speaker":"Max Traylor","startTime":1579.26,"endTime":1582.77,"body":"are simply the way that"},{"speaker":"Max Traylor","startTime":1582.77,"endTime":1584.05,"body":"the money is exchanged."},{"speaker":"Max Traylor","startTime":1584.54,"endTime":1586.68,"body":"I'm getting you to make a"},{"speaker":"Max Traylor","startTime":1584.54,"endTime":1586.68,"body":"decision where you're going"},{"speaker":"Max Traylor","startTime":1586.68,"endTime":1588.83,"body":"to purchase something from me,"},{"speaker":"Max Traylor","startTime":1586.68,"endTime":1588.83,"body":"whereas a consultant is I'm"},{"speaker":"Max Traylor","startTime":1588.84,"endTime":1592.06,"body":"making you a decision where"},{"speaker":"Max Traylor","startTime":1588.84,"endTime":1592.06,"body":"you'll continue to work with me."},{"speaker":"Max Traylor","startTime":1592.06,"endTime":1593.12,"body":"It's barely different."},{"speaker":"Max Traylor","startTime":1593.51,"endTime":1596.8999999999999,"body":"And the idea that am"},{"speaker":"Max Traylor","startTime":1593.51,"endTime":1596.8999999999999,"body":"I being paid for this?"},{"speaker":"Max Traylor","startTime":1596.91,"endTime":1598.48,"body":"Is this part of my"},{"speaker":"Max Traylor","startTime":1596.91,"endTime":1598.48,"body":"hourly, billing?"},{"speaker":"Max Traylor","startTime":1598.68,"endTime":1602.62,"body":"Everyone's objective should be"},{"speaker":"Max Traylor","startTime":1598.68,"endTime":1602.62,"body":"to get out of hourly billing."},{"speaker":"Max Traylor","startTime":1602.77,"endTime":1605.55,"body":"It should be to get out of"},{"speaker":"Max Traylor","startTime":1602.77,"endTime":1605.55,"body":"trading time for dollars."},{"speaker":"Max Traylor","startTime":1605.83,"endTime":1608.05,"body":"Because you are incentivized"},{"speaker":"Max Traylor","startTime":1605.83,"endTime":1608.05,"body":"to suck at your job."},{"speaker":"Max Traylor","startTime":1608.42,"endTime":1610.1499999999999,"body":"Am I going to make more"},{"speaker":"Max Traylor","startTime":1608.42,"endTime":1610.1499999999999,"body":"money if it takes a simple"},{"speaker":"Max Traylor","startTime":1610.1499999999999,"endTime":1611.54,"body":"task, five hours or one hour?"},{"speaker":"Max Traylor","startTime":1611.75,"endTime":1613.54,"body":"I'm going to make more money"},{"speaker":"Max Traylor","startTime":1611.75,"endTime":1613.54,"body":"if it takes me five hours."},{"speaker":"Max Traylor","startTime":1613.55,"endTime":1614.75,"body":"So you're incentivized to suck."},{"speaker":"Max Traylor","startTime":1615.1299999999999,"endTime":1617.12,"body":"Now, profitability"},{"speaker":"Max Traylor","startTime":1615.1299999999999,"endTime":1617.12,"body":"comes from innovation."},{"speaker":"Max Traylor","startTime":1617.22,"endTime":1619.24,"body":"Innovation makes you do things"},{"speaker":"Max Traylor","startTime":1617.22,"endTime":1619.24,"body":"better, faster, cheaper."},{"speaker":"Max Traylor","startTime":1619.5,"endTime":1622.639,"body":"So if you start innovating"},{"speaker":"Max Traylor","startTime":1619.5,"endTime":1622.639,"body":"and coming up with ways to"},{"speaker":"Max Traylor","startTime":1622.6399999999999,"endTime":1624.68,"body":"do things better, faster,"},{"speaker":"Max Traylor","startTime":1622.6399999999999,"endTime":1624.68,"body":"and cheaper, you will make"},{"speaker":"Max Traylor","startTime":1624.689,"endTime":1628.875,"body":"less money, which is why your"},{"speaker":"Max Traylor","startTime":1624.689,"endTime":1628.875,"body":"current hourly gig that you got"},{"speaker":"Max Traylor","startTime":1628.875,"endTime":1630.965,"body":"going on is terrible for you."},{"speaker":"Max Traylor","startTime":1632.825,"endTime":1634.845,"body":"It's like walking around"},{"speaker":"Max Traylor","startTime":1632.825,"endTime":1634.845,"body":"with weights on your feet."},{"speaker":"Max Traylor","startTime":1634.845,"endTime":1638.435,"body":"So the question is not, is this"},{"speaker":"Max Traylor","startTime":1634.845,"endTime":1638.435,"body":"something that I can charge for?"},{"speaker":"Max Traylor","startTime":1638.615,"endTime":1641.805,"body":"The question is simply, how"},{"speaker":"Max Traylor","startTime":1638.615,"endTime":1641.805,"body":"can I add the most value?"},{"speaker":"Max Traylor","startTime":1642.414,"endTime":1643.414,"body":"And the answer is, I don't know."},{"speaker":"Max Traylor","startTime":1643.414,"endTime":1646.454,"body":"So you got to go talk to the"},{"speaker":"Max Traylor","startTime":1643.414,"endTime":1646.454,"body":"people that have the money that"},{"speaker":"Max Traylor","startTime":1646.454,"endTime":1648.695,"body":"aren't getting paid hourly,"},{"speaker":"Max Traylor","startTime":1646.454,"endTime":1648.695,"body":"people that run the company,"},{"speaker":"Max Traylor","startTime":1648.975,"endTime":1649.7649999999999,"body":"and you're gonna ask questions."},{"speaker":"Max Traylor","startTime":1650.215,"endTime":1651.925,"body":"And it's not, how's"},{"speaker":"Max Traylor","startTime":1650.215,"endTime":1651.925,"body":"your computer going?"},{"speaker":"Max Traylor","startTime":1652.0249999999999,"endTime":1654.245,"body":"Or can I do this project"},{"speaker":"Max Traylor","startTime":1652.0249999999999,"endTime":1654.245,"body":"any better for you?"},{"speaker":"Max Traylor","startTime":1654.245,"endTime":1656.175,"body":"It's like, Hey, I never"},{"speaker":"Max Traylor","startTime":1654.245,"endTime":1656.175,"body":"asked you, what's the"},{"speaker":"Max Traylor","startTime":1656.245,"endTime":1657.425,"body":"plan with this business?"},{"speaker":"Max Traylor","startTime":1657.665,"endTime":1659.5249999999999,"body":"Are you going for an"},{"speaker":"Max Traylor","startTime":1657.665,"endTime":1659.5249999999999,"body":"exit in a few years?"},{"speaker":"Max Traylor","startTime":1659.5249999999999,"endTime":1661.2749999999999,"body":"Do you see this as like"},{"speaker":"Max Traylor","startTime":1659.5249999999999,"endTime":1661.2749999999999,"body":"a lifestyle business?"},{"speaker":"Max Traylor","startTime":1661.2749999999999,"endTime":1663.0339999999999,"body":"Are you trying to hand it"},{"speaker":"Max Traylor","startTime":1661.2749999999999,"endTime":1663.0339999999999,"body":"off to somebody like, what's"},{"speaker":"Max Traylor","startTime":1663.035,"endTime":1665.195,"body":"the big, how's your family?"},{"speaker":"Max Traylor","startTime":1665.695,"endTime":1666.795,"body":"The important shit in life."},{"speaker":"Galen Low","startTime":1666.924,"endTime":1667.465,"body":"I like that."},{"speaker":"Galen Low","startTime":1667.465,"endTime":1668.745,"body":"I mean, there's a"},{"speaker":"Galen Low","startTime":1667.465,"endTime":1668.745,"body":"lot to chomp on."},{"speaker":"Galen Low","startTime":1668.7549999999999,"endTime":1669.685,"body":"And you're absolutely right."},{"speaker":"Galen Low","startTime":1669.685,"endTime":1669.975,"body":"Right?"},{"speaker":"Galen Low","startTime":1669.995,"endTime":1672.595,"body":"For like a, when you're"},{"speaker":"Galen Low","startTime":1669.995,"endTime":1672.595,"body":"getting paid for time spent"},{"speaker":"Galen Low","startTime":1672.605,"endTime":1675.0249999999999,"body":"doing a thing, copywriting,"},{"speaker":"Galen Low","startTime":1672.605,"endTime":1675.0249999999999,"body":"being a project manager,"},{"speaker":"Galen Low","startTime":1675.035,"endTime":1676.455,"body":"being a designer, you name it."},{"speaker":"Galen Low","startTime":1676.685,"endTime":1676.895,"body":"Yeah."},{"speaker":"Galen Low","startTime":1676.895,"endTime":1680.145,"body":"You are incentivized to, for"},{"speaker":"Galen Low","startTime":1676.895,"endTime":1680.145,"body":"it to take time so that you"},{"speaker":"Galen Low","startTime":1680.145,"endTime":1681.705,"body":"make more money or whatever."},{"speaker":"Galen Low","startTime":1681.945,"endTime":1685.055,"body":"And that kind of like curbs the"},{"speaker":"Galen Low","startTime":1681.945,"endTime":1685.055,"body":"innovative spirit because you're"},{"speaker":"Galen Low","startTime":1685.055,"endTime":1686.2749999999999,"body":"like, why would I innovate?"},{"speaker":"Galen Low","startTime":1686.475,"endTime":1687.965,"body":"I'm not incentivized to do that."},{"speaker":"Galen Low","startTime":1688.185,"endTime":1691.035,"body":"But I do like this idea"},{"speaker":"Galen Low","startTime":1688.185,"endTime":1691.035,"body":"of just like going and"},{"speaker":"Galen Low","startTime":1691.124,"endTime":1692.215,"body":"having that conversation."},{"speaker":"Galen Low","startTime":1692.464,"endTime":1694.535,"body":"I like this idea that"},{"speaker":"Galen Low","startTime":1692.464,"endTime":1694.535,"body":"we're all in sales, right?"},{"speaker":"Galen Low","startTime":1694.535,"endTime":1696.805,"body":"You're selling your value every"},{"speaker":"Galen Low","startTime":1694.535,"endTime":1696.805,"body":"day to frankly, everyone you"},{"speaker":"Galen Low","startTime":1696.805,"endTime":1699.254,"body":"interact with, especially your"},{"speaker":"Galen Low","startTime":1696.805,"endTime":1699.254,"body":"boss and especially your client."},{"speaker":"Galen Low","startTime":1699.415,"endTime":1701.685,"body":"But I guess at the end of"},{"speaker":"Galen Low","startTime":1699.415,"endTime":1701.685,"body":"the day, and maybe to cap"},{"speaker":"Galen Low","startTime":1701.685,"endTime":1703.7649999999999,"body":"this off, like, folks who are"},{"speaker":"Galen Low","startTime":1701.685,"endTime":1703.7649999999999,"body":"listening to this and going,"},{"speaker":"Galen Low","startTime":1703.7649999999999,"endTime":1705.175,"body":"yeah, that sounds awesome."},{"speaker":"Galen Low","startTime":1705.325,"endTime":1706.2749999999999,"body":"Max, you're absolutely right."},{"speaker":"Galen Low","startTime":1706.305,"endTime":1707.5149999999999,"body":"I need to be doing more of this."},{"speaker":"Galen Low","startTime":1707.5149999999999,"endTime":1709.7939999999999,"body":"I need to be having more"},{"speaker":"Galen Low","startTime":1707.5149999999999,"endTime":1709.7939999999999,"body":"of these conversations."},{"speaker":"Galen Low","startTime":1710.115,"endTime":1712.995,"body":"But what if they're like five"},{"speaker":"Galen Low","startTime":1710.115,"endTime":1712.995,"body":"layers away in the org chart"},{"speaker":"Galen Low","startTime":1713.0049999999999,"endTime":1714.465,"body":"from having that conversation?"},{"speaker":"Galen Low","startTime":1714.68,"endTime":1717.11,"body":"Where it's not so simple,"},{"speaker":"Galen Low","startTime":1714.68,"endTime":1717.11,"body":"Max, I can't just email"},{"speaker":"Galen Low","startTime":1717.11,"endTime":1719.83,"body":"my CEO and go, Hey, can"},{"speaker":"Galen Low","startTime":1717.11,"endTime":1719.83,"body":"we chat about your family?"},{"speaker":"Max Traylor","startTime":1719.95,"endTime":1721.34,"body":"No, start"},{"speaker":"Max Traylor","startTime":1719.95,"endTime":1721.34,"body":"with the people around you."},{"speaker":"Max Traylor","startTime":1721.34,"endTime":1724.52,"body":"You can't pogo stick five"},{"speaker":"Max Traylor","startTime":1721.34,"endTime":1724.52,"body":"layers up, but you can"},{"speaker":"Max Traylor","startTime":1724.52,"endTime":1726.869,"body":"start to develop stronger"},{"speaker":"Max Traylor","startTime":1724.52,"endTime":1726.869,"body":"relationships with the people"},{"speaker":"Max Traylor","startTime":1726.869,"endTime":1727.99,"body":"that you already interact with."},{"speaker":"Max Traylor","startTime":1728.36,"endTime":1731.189,"body":"People that make decisions about"},{"speaker":"Max Traylor","startTime":1728.36,"endTime":1731.189,"body":"how many hours you work, what"},{"speaker":"Max Traylor","startTime":1731.19,"endTime":1732.469,"body":"projects you have to take on."},{"speaker":"Max Traylor","startTime":1732.729,"endTime":1736.29,"body":"Everyone should understand"},{"speaker":"Max Traylor","startTime":1732.729,"endTime":1736.29,"body":"who their most valuable"},{"speaker":"Max Traylor","startTime":1736.29,"endTime":1737.18,"body":"relationship is."},{"speaker":"Max Traylor","startTime":1737.655,"endTime":1740.475,"body":"At one organization, there's"},{"speaker":"Max Traylor","startTime":1737.655,"endTime":1740.475,"body":"like one person that's your"},{"speaker":"Max Traylor","startTime":1740.475,"endTime":1742.305,"body":"ticket to the next step."},{"speaker":"Max Traylor","startTime":1742.895,"endTime":1744.715,"body":"So you start with that"},{"speaker":"Max Traylor","startTime":1742.895,"endTime":1744.715,"body":"person and you practice."},{"speaker":"Max Traylor","startTime":1745.045,"endTime":1747.345,"body":"You have to sell the idea to"},{"speaker":"Max Traylor","startTime":1745.045,"endTime":1747.345,"body":"that person that you are more"},{"speaker":"Max Traylor","startTime":1747.345,"endTime":1748.605,"body":"valuable than your current role."},{"speaker":"Max Traylor","startTime":1748.934,"endTime":1751.0149999999999,"body":"That is what career path is."},{"speaker":"Max Traylor","startTime":1751.415,"endTime":1753.2939999999999,"body":"Selling the idea that"},{"speaker":"Max Traylor","startTime":1751.415,"endTime":1753.2939999999999,"body":"you are more valuable"},{"speaker":"Max Traylor","startTime":1753.295,"endTime":1754.024,"body":"than your current role."},{"speaker":"Max Traylor","startTime":1754.295,"endTime":1757.445,"body":"And so the idea that a project"},{"speaker":"Max Traylor","startTime":1754.295,"endTime":1757.445,"body":"manager is sitting there going,"},{"speaker":"Max Traylor","startTime":1757.645,"endTime":1758.925,"body":"Well, I've not paid for that."},{"speaker":"Max Traylor","startTime":1758.925,"endTime":1759.855,"body":"That's not my job."},{"speaker":"Max Traylor","startTime":1760.105,"endTime":1761.835,"body":"You misunderstand your job."},{"speaker":"Max Traylor","startTime":1762.1399999999999,"endTime":1763.6399999999999,"body":"Your job is to add value."},{"speaker":"Max Traylor","startTime":1763.99,"endTime":1766.2,"body":"And there's something else"},{"speaker":"Max Traylor","startTime":1763.99,"endTime":1766.2,"body":"that you could be doing or"},{"speaker":"Max Traylor","startTime":1766.2,"endTime":1768.19,"body":"talking about that is more"},{"speaker":"Max Traylor","startTime":1766.2,"endTime":1768.19,"body":"valuable than the project"},{"speaker":"Max Traylor","startTime":1768.19,"endTime":1769.08,"body":"you're managing today."},{"speaker":"Max Traylor","startTime":1769.3,"endTime":1769.98,"body":"Go figure it out."},{"speaker":"Max Traylor","startTime":1770.19,"endTime":1770.81,"body":"Go find it."},{"speaker":"Galen Low","startTime":1771.07,"endTime":1771.42,"body":"Boom."},{"speaker":"Galen Low","startTime":1771.75,"endTime":1772.1399999999999,"body":"There it is."},{"speaker":"Galen Low","startTime":1772.155,"endTime":1772.625,"body":"I love that."},{"speaker":"Galen Low","startTime":1773.045,"endTime":1775.055,"body":"Max, thanks so much for"},{"speaker":"Galen Low","startTime":1773.045,"endTime":1775.055,"body":"spending the time with me today."},{"speaker":"Galen Low","startTime":1775.125,"endTime":1775.995,"body":"Loved our conversation."},{"speaker":"Galen Low","startTime":1775.995,"endTime":1776.665,"body":"It's been a lot of fun."},{"speaker":"Max Traylor","startTime":1776.855,"endTime":1777.595,"body":"I enjoyed it."},{"speaker":"Galen Low","startTime":1778.305,"endTime":1779.7649999999999,"body":"Alright"},{"speaker":"Galen Low","startTime":1778.305,"endTime":1779.7649999999999,"body":"folks, there you have it."},{"speaker":"Galen Low","startTime":1779.915,"endTime":1781.895,"body":"As always, if you'd like to"},{"speaker":"Galen Low","startTime":1779.915,"endTime":1781.895,"body":"join the conversation with"},{"speaker":"Galen Low","startTime":1781.895,"endTime":1784.254,"body":"over a thousand like-minded"},{"speaker":"Galen Low","startTime":1781.895,"endTime":1784.254,"body":"project management champions,"},{"speaker":"Galen Low","startTime":1784.445,"endTime":1785.415,"body":"come join our collective."},{"speaker":"Galen Low","startTime":1785.665,"endTime":1788.754,"body":"Head on over to"},{"speaker":"Galen Low","startTime":1785.665,"endTime":1788.754,"body":"thedigitalprojectmanager.com/membership"},{"speaker":"Galen Low","startTime":1788.774,"endTime":1789.404,"body":"to learn more."},{"speaker":"Galen Low","startTime":1789.604,"endTime":1791.475,"body":"And if you like what you"},{"speaker":"Galen Low","startTime":1789.604,"endTime":1791.475,"body":"heard today, please subscribe"},{"speaker":"Galen Low","startTime":1791.475,"endTime":1794.175,"body":"and stay in touch on"},{"speaker":"Galen Low","startTime":1791.475,"endTime":1794.175,"body":"thedigitalprojectmanager.com."},{"speaker":"Galen Low","startTime":1794.375,"endTime":1795.895,"body":"Until next time,"},{"speaker":"Galen Low","startTime":1794.375,"endTime":1795.895,"body":"thanks for listening."}]}