{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.84,"endTime":5.1,"body":"Well, hello and"},{"speaker":"Annemie Tonken","startTime":0.84,"endTime":5.1,"body":"happy 2023 This is such an"},{"speaker":"Annemie Tonken","startTime":5.1,"endTime":10.05,"body":"exciting time, it is a new year,"},{"speaker":"Annemie Tonken","startTime":5.1,"endTime":10.05,"body":"a new page, a new chapter in the"},{"speaker":"Annemie Tonken","startTime":10.05,"endTime":15.72,"body":"book I for 1am feeling rested,"},{"speaker":"Annemie Tonken","startTime":10.05,"endTime":15.72,"body":"re energized the you know, the"},{"speaker":"Annemie Tonken","startTime":15.72,"endTime":19.26,"body":"New Year always feels like a"},{"speaker":"Annemie Tonken","startTime":15.72,"endTime":19.26,"body":"bunch of new opportunities. It's"},{"speaker":"Annemie Tonken","startTime":19.26,"endTime":25.53,"body":"the sort of blank page and, and"},{"speaker":"Annemie Tonken","startTime":19.26,"endTime":25.53,"body":"I for 1am, ready to maybe not"},{"speaker":"Annemie Tonken","startTime":25.53,"endTime":31.14,"body":"hit the ground running, I'm"},{"speaker":"Annemie Tonken","startTime":25.53,"endTime":31.14,"body":"going to try to sort of slowly"},{"speaker":"Annemie Tonken","startTime":31.14,"endTime":35.34,"body":"step into this year, which is"},{"speaker":"Annemie Tonken","startTime":31.14,"endTime":35.34,"body":"not necessarily the way that my"},{"speaker":"Annemie Tonken","startTime":35.34,"endTime":38.37,"body":"brain typically works. But I am"},{"speaker":"Annemie Tonken","startTime":35.34,"endTime":38.37,"body":"trying to get better about these"},{"speaker":"Annemie Tonken","startTime":38.37,"endTime":42.3,"body":"things as I go. But I am"},{"speaker":"Annemie Tonken","startTime":38.37,"endTime":42.3,"body":"excited. So I hope you are too I"},{"speaker":"Annemie Tonken","startTime":42.3,"endTime":45.54,"body":"hope you're feeling good about"},{"speaker":"Annemie Tonken","startTime":42.3,"endTime":45.54,"body":"the year ahead and about the"},{"speaker":"Annemie Tonken","startTime":45.54,"endTime":50.76,"body":"various projects and ideas that"},{"speaker":"Annemie Tonken","startTime":45.54,"endTime":50.76,"body":"you are ready to work on. So one"},{"speaker":"Annemie Tonken","startTime":50.76,"endTime":53.88,"body":"of the lessons that I have"},{"speaker":"Annemie Tonken","startTime":50.76,"endTime":53.88,"body":"learned over my many years of"},{"speaker":"Annemie Tonken","startTime":53.88,"endTime":60.06,"body":"running a business now is is"},{"speaker":"Annemie Tonken","startTime":53.88,"endTime":60.06,"body":"that I serve myself better by"},{"speaker":"Annemie Tonken","startTime":60.48,"endTime":63.72,"body":"slowing myself down. This is"},{"speaker":"Annemie Tonken","startTime":60.48,"endTime":63.72,"body":"part of the reason that I want"},{"speaker":"Annemie Tonken","startTime":63.72,"endTime":66.33,"body":"to take it a little bit easier"},{"speaker":"Annemie Tonken","startTime":63.72,"endTime":66.33,"body":"at the beginning of the year"},{"speaker":"Annemie Tonken","startTime":66.39,"endTime":71.49,"body":"this year. But But part of it is"},{"speaker":"Annemie Tonken","startTime":66.39,"endTime":71.49,"body":"just that I tend to get bright"},{"speaker":"Annemie Tonken","startTime":71.49,"endTime":74.91,"body":"shiny object syndrome when I am"},{"speaker":"Annemie Tonken","startTime":71.49,"endTime":74.91,"body":"in this frame of mind where I"},{"speaker":"Annemie Tonken","startTime":74.91,"endTime":78.81,"body":"feel like the world is full of"},{"speaker":"Annemie Tonken","startTime":74.91,"endTime":78.81,"body":"possibility. And I am ready to"},{"speaker":"Annemie Tonken","startTime":78.84,"endTime":85.17,"body":"jump in sometimes I have at"},{"speaker":"Annemie Tonken","startTime":78.84,"endTime":85.17,"body":"least historically done so in a"},{"speaker":"Annemie Tonken","startTime":85.2,"endTime":88.23,"body":"somewhat haphazard way. It's"},{"speaker":"Annemie Tonken","startTime":85.2,"endTime":88.23,"body":"like whatever happens to be"},{"speaker":"Annemie Tonken","startTime":88.47,"endTime":91.5,"body":"right in front of me or whatever"},{"speaker":"Annemie Tonken","startTime":88.47,"endTime":91.5,"body":"happens to pop into my mind"},{"speaker":"Annemie Tonken","startTime":91.5,"endTime":94.74,"body":"first. So that's what I go for."},{"speaker":"Annemie Tonken","startTime":91.5,"endTime":94.74,"body":"And I talked about this a little"},{"speaker":"Annemie Tonken","startTime":94.74,"endTime":97.77,"body":"bit last week. But that, you"},{"speaker":"Annemie Tonken","startTime":94.74,"endTime":97.77,"body":"know, that hasn't always been a"},{"speaker":"Annemie Tonken","startTime":97.77,"endTime":101.43,"body":"bad thing necessarily. The"},{"speaker":"Annemie Tonken","startTime":97.77,"endTime":101.43,"body":"problem is that there's only so"},{"speaker":"Annemie Tonken","startTime":101.43,"endTime":107.04,"body":"much time and only so much"},{"speaker":"Annemie Tonken","startTime":101.43,"endTime":107.04,"body":"bandwidth at this time of year"},{"speaker":"Annemie Tonken","startTime":107.16,"endTime":111.06,"body":"where you know, before life"},{"speaker":"Annemie Tonken","startTime":107.16,"endTime":111.06,"body":"starts to get busy again, and"},{"speaker":"Annemie Tonken","startTime":111.06,"endTime":116.1,"body":"business picks up and everything"},{"speaker":"Annemie Tonken","startTime":111.06,"endTime":116.1,"body":"else. So I sometimes have worked"},{"speaker":"Annemie Tonken","startTime":116.1,"endTime":120.15,"body":"on a project that was fun or"},{"speaker":"Annemie Tonken","startTime":116.1,"endTime":120.15,"body":"exciting, but wasn't necessarily"},{"speaker":"Annemie Tonken","startTime":120.21,"endTime":122.19,"body":"the number one thing that I"},{"speaker":"Annemie Tonken","startTime":120.21,"endTime":122.19,"body":"should have been working on in"},{"speaker":"Annemie Tonken","startTime":122.19,"endTime":125.13,"body":"my business. And by the time"},{"speaker":"Annemie Tonken","startTime":122.19,"endTime":125.13,"body":"that I got done with that, and I"},{"speaker":"Annemie Tonken","startTime":125.13,"endTime":127.5,"body":"was ready to move on to the"},{"speaker":"Annemie Tonken","startTime":125.13,"endTime":127.5,"body":"thing that I was supposed to be"},{"speaker":"Annemie Tonken","startTime":127.5,"endTime":132.12,"body":"working on, then I was inundated"},{"speaker":"Annemie Tonken","startTime":127.5,"endTime":132.12,"body":"with other things and never"},{"speaker":"Annemie Tonken","startTime":132.12,"endTime":137.19,"body":"really got around to it. So so"},{"speaker":"Annemie Tonken","startTime":132.12,"endTime":137.19,"body":"that is why I feel like last"},{"speaker":"Annemie Tonken","startTime":137.19,"endTime":141.54,"body":"week's tool that I taught you"},{"speaker":"Annemie Tonken","startTime":137.19,"endTime":141.54,"body":"about the work wheel. And what"},{"speaker":"Annemie Tonken","startTime":141.54,"endTime":144.81,"body":"I'm going to be talking about"},{"speaker":"Annemie Tonken","startTime":141.54,"endTime":144.81,"body":"this week with the journey map."},{"speaker":"Annemie Tonken","startTime":144.87,"endTime":148.74,"body":"These are two really great"},{"speaker":"Annemie Tonken","startTime":144.87,"endTime":148.74,"body":"exercises that can help you"},{"speaker":"Annemie Tonken","startTime":148.77,"endTime":153.39,"body":"identify and pinpoint exactly"},{"speaker":"Annemie Tonken","startTime":148.77,"endTime":153.39,"body":"what it is that's going to serve"},{"speaker":"Annemie Tonken","startTime":153.45,"endTime":157.5,"body":"you and your business the best."},{"speaker":"Annemie Tonken","startTime":153.45,"endTime":157.5,"body":"So that you can put this like"},{"speaker":"Annemie Tonken","startTime":157.5,"endTime":162.57,"body":"fresh, excited brain to work on"},{"speaker":"Annemie Tonken","startTime":157.5,"endTime":162.57,"body":"it. I, as I mentioned last week"},{"speaker":"Annemie Tonken","startTime":162.57,"endTime":166.92,"body":"have a free download for you"},{"speaker":"Annemie Tonken","startTime":162.57,"endTime":166.92,"body":"that encompasses both weeks. And"},{"speaker":"Annemie Tonken","startTime":166.92,"endTime":169.44,"body":"if you haven't listened to last"},{"speaker":"Annemie Tonken","startTime":166.92,"endTime":169.44,"body":"week's episode, which was"},{"speaker":"Annemie Tonken","startTime":169.47,"endTime":172.62,"body":"episode 192, you'll want to do"},{"speaker":"Annemie Tonken","startTime":169.47,"endTime":172.62,"body":"that as well. These don't have"},{"speaker":"Annemie Tonken","startTime":172.62,"endTime":175.5,"body":"to be listened to in any"},{"speaker":"Annemie Tonken","startTime":172.62,"endTime":175.5,"body":"particular order. The work wheel"},{"speaker":"Annemie Tonken","startTime":175.53,"endTime":180.3,"body":"is a tool that helps you see"},{"speaker":"Annemie Tonken","startTime":175.53,"endTime":180.3,"body":"where your business needs focus"},{"speaker":"Annemie Tonken","startTime":180.3,"endTime":183.42,"body":"where there's sort of like a"},{"speaker":"Annemie Tonken","startTime":180.3,"endTime":183.42,"body":"balance or imbalance in your"},{"speaker":"Annemie Tonken","startTime":183.42,"endTime":188.49,"body":"business. And this week's tool,"},{"speaker":"Annemie Tonken","startTime":183.42,"endTime":188.49,"body":"the journey map is something"},{"speaker":"Annemie Tonken","startTime":188.49,"endTime":193.89,"body":"that is going to help you"},{"speaker":"Annemie Tonken","startTime":188.49,"endTime":193.89,"body":"identify what parts of the"},{"speaker":"Annemie Tonken","startTime":193.89,"endTime":197.55,"body":"product that we sell, which is a"},{"speaker":"Annemie Tonken","startTime":193.89,"endTime":197.55,"body":"service since we are"},{"speaker":"Annemie Tonken","startTime":197.55,"endTime":201.69,"body":"photographers, what parts of"},{"speaker":"Annemie Tonken","startTime":197.55,"endTime":201.69,"body":"that service need attention. I"},{"speaker":"Annemie Tonken","startTime":201.69,"endTime":204.87,"body":"think that whereas everyone's"},{"speaker":"Annemie Tonken","startTime":201.69,"endTime":204.87,"body":"business is different, and"},{"speaker":"Annemie Tonken","startTime":204.87,"endTime":208.44,"body":"everyone might have weak spots"},{"speaker":"Annemie Tonken","startTime":204.87,"endTime":208.44,"body":"or strong spots that are"},{"speaker":"Annemie Tonken","startTime":208.44,"endTime":211.83,"body":"different that can be identified"},{"speaker":"Annemie Tonken","startTime":208.44,"endTime":211.83,"body":"by the work wheel, the journey"},{"speaker":"Annemie Tonken","startTime":211.83,"endTime":214.86,"body":"map is going to be applicable"},{"speaker":"Annemie Tonken","startTime":211.83,"endTime":214.86,"body":"for all of us because one of the"},{"speaker":"Annemie Tonken","startTime":214.86,"endTime":218.13,"body":"most important parts of any"},{"speaker":"Annemie Tonken","startTime":214.86,"endTime":218.13,"body":"business is the thing that you"},{"speaker":"Annemie Tonken","startTime":218.13,"endTime":222.45,"body":"sell, it needs to be a good"},{"speaker":"Annemie Tonken","startTime":218.13,"endTime":222.45,"body":"product right. And And so today,"},{"speaker":"Annemie Tonken","startTime":222.45,"endTime":225.18,"body":"I want to introduce you to this"},{"speaker":"Annemie Tonken","startTime":222.45,"endTime":225.18,"body":"tool called the journey map."},{"speaker":"Annemie Tonken","startTime":225.21,"endTime":228.3,"body":"This is another tool that you"},{"speaker":"Annemie Tonken","startTime":225.21,"endTime":228.3,"body":"can use to identify and set your"},{"speaker":"Annemie Tonken","startTime":228.3,"endTime":231.24,"body":"business goals and your"},{"speaker":"Annemie Tonken","startTime":228.3,"endTime":231.24,"body":"priorities. And if you happen to"},{"speaker":"Annemie Tonken","startTime":231.24,"endTime":234.12,"body":"be listening to this episode at"},{"speaker":"Annemie Tonken","startTime":231.24,"endTime":234.12,"body":"a time, that is not the"},{"speaker":"Annemie Tonken","startTime":234.12,"endTime":237.9,"body":"beginning of the year, not to"},{"speaker":"Annemie Tonken","startTime":234.12,"endTime":237.9,"body":"worry, these tools are a"},{"speaker":"Annemie Tonken","startTime":237.9,"endTime":243.54,"body":"fantastic you know complement"},{"speaker":"Annemie Tonken","startTime":237.9,"endTime":243.54,"body":"of, of resources for you at any"},{"speaker":"Annemie Tonken","startTime":243.54,"endTime":247.26,"body":"time anytime something feels off"},{"speaker":"Annemie Tonken","startTime":243.54,"endTime":247.26,"body":"in your business. Anytime that"},{"speaker":"Annemie Tonken","startTime":247.26,"endTime":250.65,"body":"you've got a bit of open space"},{"speaker":"Annemie Tonken","startTime":247.26,"endTime":250.65,"body":"in your focus and you're"},{"speaker":"Annemie Tonken","startTime":250.65,"endTime":253.26,"body":"wondering, like where should I"},{"speaker":"Annemie Tonken","startTime":250.65,"endTime":253.26,"body":"focus your energy, my energy"},{"speaker":"Annemie Tonken","startTime":253.26,"endTime":256.02,"body":"Next, you're going to want to"},{"speaker":"Annemie Tonken","startTime":253.26,"endTime":256.02,"body":"come back to these. They're"},{"speaker":"Annemie Tonken","startTime":256.02,"endTime":259.44,"body":"going to be really helpful for"},{"speaker":"Annemie Tonken","startTime":256.02,"endTime":259.44,"body":"you and I am excited to dive in."},{"speaker":"Annemie Tonken","startTime":261.03,"endTime":264.66,"body":"Welcome to this can't be that"},{"speaker":"Annemie Tonken","startTime":261.03,"endTime":264.66,"body":"hard. My name is Annemie Tonken"},{"speaker":"Annemie Tonken","startTime":264.66,"endTime":267.63,"body":"and I help photographers run"},{"speaker":"Annemie Tonken","startTime":264.66,"endTime":267.63,"body":"profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":267.63,"endTime":271.77,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":267.63,"endTime":271.77,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":271.77,"endTime":275.52,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":271.77,"endTime":275.52,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":275.52,"endTime":279.33,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":275.52,"endTime":279.33,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":279.33,"endTime":283.02,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":279.33,"endTime":283.02,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":283.02,"endTime":286.8,"body":"have to be that hard. You can do"},{"speaker":"Annemie Tonken","startTime":283.02,"endTime":286.8,"body":"it and I can show you how."},{"speaker":"Annemie Tonken","startTime":290.94,"endTime":294.87,"body":"So the point of a journey map is"},{"speaker":"Annemie Tonken","startTime":290.94,"endTime":294.87,"body":"to audit the service that you're"},{"speaker":"Annemie Tonken","startTime":294.87,"endTime":298.14,"body":"providing to your clients and"},{"speaker":"Annemie Tonken","startTime":294.87,"endTime":298.14,"body":"see what's working and what"},{"speaker":"Annemie Tonken","startTime":298.14,"endTime":302.67,"body":"could be improved and I I want"},{"speaker":"Annemie Tonken","startTime":298.14,"endTime":302.67,"body":"you to be sure to listen all the"},{"speaker":"Annemie Tonken","startTime":302.67,"endTime":307.11,"body":"way to the end of this one,"},{"speaker":"Annemie Tonken","startTime":302.67,"endTime":307.11,"body":"because I actually, in putting"},{"speaker":"Annemie Tonken","startTime":307.11,"endTime":310.41,"body":"this together thought about a"},{"speaker":"Annemie Tonken","startTime":307.11,"endTime":310.41,"body":"second way that you can use a"},{"speaker":"Annemie Tonken","startTime":310.41,"endTime":313.32,"body":"journey map. That is going to"},{"speaker":"Annemie Tonken","startTime":310.41,"endTime":313.32,"body":"make more sense once I've"},{"speaker":"Annemie Tonken","startTime":313.32,"endTime":316.98,"body":"explained how to set it up. So"},{"speaker":"Annemie Tonken","startTime":313.32,"endTime":316.98,"body":"be sure that you listen all the"},{"speaker":"Annemie Tonken","startTime":316.98,"endTime":320.19,"body":"way to the end. But when it"},{"speaker":"Annemie Tonken","startTime":316.98,"endTime":320.19,"body":"comes to creating your journey"},{"speaker":"Annemie Tonken","startTime":320.19,"endTime":324.39,"body":"map, the first step is going to"},{"speaker":"Annemie Tonken","startTime":320.19,"endTime":324.39,"body":"be just drawing a graph, right,"},{"speaker":"Annemie Tonken","startTime":324.39,"endTime":329.49,"body":"so you've got your x axis and"},{"speaker":"Annemie Tonken","startTime":324.39,"endTime":329.49,"body":"your y access axis. And I want"},{"speaker":"Annemie Tonken","startTime":329.49,"endTime":333.57,"body":"you to make sure that that x"},{"speaker":"Annemie Tonken","startTime":329.49,"endTime":333.57,"body":"axis is nice and wide, because"},{"speaker":"Annemie Tonken","startTime":333.63,"endTime":337.68,"body":"in some way, shape or form, this"},{"speaker":"Annemie Tonken","startTime":333.63,"endTime":337.68,"body":"graph is going to accommodate"},{"speaker":"Annemie Tonken","startTime":337.71,"endTime":343.02,"body":"all the different steps in your"},{"speaker":"Annemie Tonken","startTime":337.71,"endTime":343.02,"body":"clients journey. So every single"},{"speaker":"Annemie Tonken","startTime":343.08,"endTime":348.78,"body":"little interaction, you know,"},{"speaker":"Annemie Tonken","startTime":343.08,"endTime":348.78,"body":"item on the to do list box on"},{"speaker":"Annemie Tonken","startTime":348.78,"endTime":352.59,"body":"your check box for your"},{"speaker":"Annemie Tonken","startTime":348.78,"endTime":352.59,"body":"workflow, like all of it is"},{"speaker":"Annemie Tonken","startTime":352.59,"endTime":357.0,"body":"going to exist from left to"},{"speaker":"Annemie Tonken","startTime":352.59,"endTime":357.0,"body":"right on the x axis. And then"},{"speaker":"Annemie Tonken","startTime":357.0,"endTime":362.67,"body":"the y axis is going to go from"},{"speaker":"Annemie Tonken","startTime":357.0,"endTime":362.67,"body":"disappointment at the bottom"},{"speaker":"Annemie Tonken","startTime":362.7,"endTime":366.84,"body":"through a middle point of"},{"speaker":"Annemie Tonken","startTime":362.7,"endTime":366.84,"body":"indifference. And then at the"},{"speaker":"Annemie Tonken","startTime":366.84,"endTime":370.44,"body":"top, we're going to label that"},{"speaker":"Annemie Tonken","startTime":366.84,"endTime":370.44,"body":"delight and, and so it's a"},{"speaker":"Annemie Tonken","startTime":370.44,"endTime":373.5,"body":"relatively simple graph, right,"},{"speaker":"Annemie Tonken","startTime":370.44,"endTime":373.5,"body":"we've got kind of a timeline on"},{"speaker":"Annemie Tonken","startTime":373.5,"endTime":378.54,"body":"the bottom, and we have this"},{"speaker":"Annemie Tonken","startTime":373.5,"endTime":378.54,"body":"like disappointed, neutral, and"},{"speaker":"Annemie Tonken","startTime":378.54,"endTime":382.62,"body":"delighted along the x axis on"},{"speaker":"Annemie Tonken","startTime":378.54,"endTime":382.62,"body":"the left hand side. So once you"},{"speaker":"Annemie Tonken","startTime":382.62,"endTime":385.17,"body":"draw this graph, where if you're"},{"speaker":"Annemie Tonken","startTime":382.62,"endTime":385.17,"body":"using the graph that I'm"},{"speaker":"Annemie Tonken","startTime":385.17,"endTime":389.25,"body":"providing in the download, you"},{"speaker":"Annemie Tonken","startTime":385.17,"endTime":389.25,"body":"are going to add two points"},{"speaker":"Annemie Tonken","startTime":389.28,"endTime":394.17,"body":"first, and the point on the left"},{"speaker":"Annemie Tonken","startTime":389.28,"endTime":394.17,"body":"is the point where someone first"},{"speaker":"Annemie Tonken","startTime":394.23,"endTime":398.28,"body":"discovers you or first reaches"},{"speaker":"Annemie Tonken","startTime":394.23,"endTime":398.28,"body":"out to you. And then the second"},{"speaker":"Annemie Tonken","startTime":398.28,"endTime":402.87,"body":"point is going to be way down on"},{"speaker":"Annemie Tonken","startTime":398.28,"endTime":402.87,"body":"the other end far to the right"},{"speaker":"Annemie Tonken","startTime":402.87,"endTime":406.83,"body":"where that person has received"},{"speaker":"Annemie Tonken","startTime":402.87,"endTime":406.83,"body":"their images or any products"},{"speaker":"Annemie Tonken","startTime":406.83,"endTime":409.86,"body":"that they're getting from you."},{"speaker":"Annemie Tonken","startTime":406.83,"endTime":409.86,"body":"And your work together is"},{"speaker":"Annemie Tonken","startTime":409.86,"endTime":413.49,"body":"officially complete. So then"},{"speaker":"Annemie Tonken","startTime":409.86,"endTime":413.49,"body":"comes kind of the meat of the"},{"speaker":"Annemie Tonken","startTime":413.49,"endTime":416.25,"body":"exercise the part that's going"},{"speaker":"Annemie Tonken","startTime":413.49,"endTime":416.25,"body":"to take the most time. And I do"},{"speaker":"Annemie Tonken","startTime":416.25,"endTime":419.49,"body":"want you to give this time,"},{"speaker":"Annemie Tonken","startTime":416.25,"endTime":419.49,"body":"because the more detail, the"},{"speaker":"Annemie Tonken","startTime":419.49,"endTime":422.79,"body":"more specific you can get, the"},{"speaker":"Annemie Tonken","startTime":419.49,"endTime":422.79,"body":"more useful this tool is going"},{"speaker":"Annemie Tonken","startTime":422.79,"endTime":427.59,"body":"to be. So from that point, you"},{"speaker":"Annemie Tonken","startTime":422.79,"endTime":427.59,"body":"are going to add as many points"},{"speaker":"Annemie Tonken","startTime":427.62,"endTime":430.95,"body":"in between the beginning and the"},{"speaker":"Annemie Tonken","startTime":427.62,"endTime":430.95,"body":"end of your client journey as"},{"speaker":"Annemie Tonken","startTime":430.95,"endTime":434.1,"body":"you can possibly think of, you"},{"speaker":"Annemie Tonken","startTime":430.95,"endTime":434.1,"body":"know, how do they contact you?"},{"speaker":"Annemie Tonken","startTime":434.13,"endTime":438.12,"body":"How do you respond? What other"},{"speaker":"Annemie Tonken","startTime":434.13,"endTime":438.12,"body":"emails are in the process? Or is"},{"speaker":"Annemie Tonken","startTime":438.12,"endTime":441.18,"body":"that an email process? Is it a"},{"speaker":"Annemie Tonken","startTime":438.12,"endTime":441.18,"body":"you know, is? Are you having"},{"speaker":"Annemie Tonken","startTime":441.18,"endTime":444.54,"body":"phone calls? Are you having"},{"speaker":"Annemie Tonken","startTime":441.18,"endTime":444.54,"body":"meetings with them, every single"},{"speaker":"Annemie Tonken","startTime":444.54,"endTime":448.05,"body":"point from the time that they"},{"speaker":"Annemie Tonken","startTime":444.54,"endTime":448.05,"body":"first contact you all the way"},{"speaker":"Annemie Tonken","startTime":448.05,"endTime":451.8,"body":"through that like Goodbye, thank"},{"speaker":"Annemie Tonken","startTime":448.05,"endTime":451.8,"body":"you so much email that you might"},{"speaker":"Annemie Tonken","startTime":451.8,"endTime":455.7,"body":"send at the very end. So in"},{"speaker":"Annemie Tonken","startTime":451.8,"endTime":455.7,"body":"addition to all of the sort of"},{"speaker":"Annemie Tonken","startTime":455.7,"endTime":458.85,"body":"standard points on that journey,"},{"speaker":"Annemie Tonken","startTime":455.7,"endTime":458.85,"body":"I want you to think about all"},{"speaker":"Annemie Tonken","startTime":458.85,"endTime":461.91,"body":"the different permutations of"},{"speaker":"Annemie Tonken","startTime":458.85,"endTime":461.91,"body":"the process. So if someone"},{"speaker":"Annemie Tonken","startTime":461.91,"endTime":465.48,"body":"reaches out to you, and you"},{"speaker":"Annemie Tonken","startTime":461.91,"endTime":465.48,"body":"reach back out to them, but then"},{"speaker":"Annemie Tonken","startTime":465.48,"endTime":469.95,"body":"they don't contact you again, do"},{"speaker":"Annemie Tonken","startTime":465.48,"endTime":469.95,"body":"you email them again, do you"},{"speaker":"Annemie Tonken","startTime":469.95,"endTime":473.22,"body":"follow up, that can actually be"},{"speaker":"Annemie Tonken","startTime":469.95,"endTime":473.22,"body":"another point in the process."},{"speaker":"Annemie Tonken","startTime":473.22,"endTime":476.61,"body":"And I want you to be as thorough"},{"speaker":"Annemie Tonken","startTime":473.22,"endTime":476.61,"body":"as you can. This is the sort of"},{"speaker":"Annemie Tonken","startTime":476.61,"endTime":478.86,"body":"thing where sometimes it can"},{"speaker":"Annemie Tonken","startTime":476.61,"endTime":478.86,"body":"actually be hard to think about"},{"speaker":"Annemie Tonken","startTime":478.86,"endTime":482.34,"body":"this all at once. But you could"},{"speaker":"Annemie Tonken","startTime":478.86,"endTime":482.34,"body":"probably get a pretty"},{"speaker":"Annemie Tonken","startTime":482.37,"endTime":486.48,"body":"comprehensive list together, and"},{"speaker":"Annemie Tonken","startTime":482.37,"endTime":486.48,"body":"then go back and add things as"},{"speaker":"Annemie Tonken","startTime":486.48,"endTime":488.79,"body":"you're thinking about them. But"},{"speaker":"Annemie Tonken","startTime":486.48,"endTime":488.79,"body":"again, I don't want you to"},{"speaker":"Annemie Tonken","startTime":488.79,"endTime":492.48,"body":"shortchange the time that it"},{"speaker":"Annemie Tonken","startTime":488.79,"endTime":492.48,"body":"might take to do this in a"},{"speaker":"Annemie Tonken","startTime":492.48,"endTime":495.93,"body":"thorough way. Because the more"},{"speaker":"Annemie Tonken","startTime":492.48,"endTime":495.93,"body":"thorough the more granular you"},{"speaker":"Annemie Tonken","startTime":495.93,"endTime":500.73,"body":"can get, the more insightful"},{"speaker":"Annemie Tonken","startTime":495.93,"endTime":500.73,"body":"this is going to be for you. So"},{"speaker":"Annemie Tonken","startTime":500.76,"endTime":505.05,"body":"once you have all of those"},{"speaker":"Annemie Tonken","startTime":500.76,"endTime":505.05,"body":"points written down, and kind of"},{"speaker":"Annemie Tonken","startTime":505.08,"endTime":508.14,"body":"arranged in more or less"},{"speaker":"Annemie Tonken","startTime":505.08,"endTime":508.14,"body":"chronological order from the"},{"speaker":"Annemie Tonken","startTime":508.14,"endTime":511.77,"body":"left to the right on your graph,"},{"speaker":"Annemie Tonken","startTime":508.14,"endTime":511.77,"body":"the next step is going to be to"},{"speaker":"Annemie Tonken","startTime":511.77,"endTime":516.18,"body":"take each one of those points"},{"speaker":"Annemie Tonken","startTime":511.77,"endTime":516.18,"body":"and move it up or down along the"},{"speaker":"Annemie Tonken","startTime":516.18,"endTime":522.24,"body":"y axis to indicate your clients"},{"speaker":"Annemie Tonken","startTime":516.18,"endTime":522.24,"body":"experience of that step. So in a"},{"speaker":"Annemie Tonken","startTime":522.24,"endTime":525.78,"body":"perfect world, this would"},{"speaker":"Annemie Tonken","startTime":522.24,"endTime":525.78,"body":"actually maybe not even happen"},{"speaker":"Annemie Tonken","startTime":525.78,"endTime":528.69,"body":"on a piece of paper, but rather"},{"speaker":"Annemie Tonken","startTime":525.78,"endTime":528.69,"body":"on like a big bulletin board,"},{"speaker":"Annemie Tonken","startTime":528.69,"endTime":532.08,"body":"right, and you've got like a"},{"speaker":"Annemie Tonken","startTime":528.69,"endTime":532.08,"body":"piece of yarn for each of your"},{"speaker":"Annemie Tonken","startTime":532.08,"endTime":537.9,"body":"axes. And you're using note"},{"speaker":"Annemie Tonken","startTime":532.08,"endTime":537.9,"body":"cards or post it notes for each"},{"speaker":"Annemie Tonken","startTime":537.9,"endTime":540.48,"body":"of these steps. Because"},{"speaker":"Annemie Tonken","startTime":537.9,"endTime":540.48,"body":"ultimately, you want to move"},{"speaker":"Annemie Tonken","startTime":540.48,"endTime":543.69,"body":"them up or down. And you're"},{"speaker":"Annemie Tonken","startTime":540.48,"endTime":543.69,"body":"going to end up with a wiggly"},{"speaker":"Annemie Tonken","startTime":543.69,"endTime":547.92,"body":"line where you know, maybe when"},{"speaker":"Annemie Tonken","startTime":543.69,"endTime":547.92,"body":"someone reaches out to you and"},{"speaker":"Annemie Tonken","startTime":547.92,"endTime":551.07,"body":"you have an auto responder that"},{"speaker":"Annemie Tonken","startTime":547.92,"endTime":551.07,"body":"sends them like a thanks so much"},{"speaker":"Annemie Tonken","startTime":551.07,"endTime":554.01,"body":"for reaching out. They're"},{"speaker":"Annemie Tonken","startTime":551.07,"endTime":554.01,"body":"delighted, because they hear"},{"speaker":"Annemie Tonken","startTime":554.01,"endTime":556.74,"body":"from you immediately. Right? And"},{"speaker":"Annemie Tonken","startTime":554.01,"endTime":556.74,"body":"that they weren't necessarily"},{"speaker":"Annemie Tonken","startTime":556.74,"endTime":559.23,"body":"expecting to hear back"},{"speaker":"Annemie Tonken","startTime":556.74,"endTime":559.23,"body":"immediately. There are going to"},{"speaker":"Annemie Tonken","startTime":559.23,"endTime":562.08,"body":"probably be a fair number of"},{"speaker":"Annemie Tonken","startTime":559.23,"endTime":562.08,"body":"neutral points along the"},{"speaker":"Annemie Tonken","startTime":562.08,"endTime":566.1,"body":"process, right? Not every step"},{"speaker":"Annemie Tonken","startTime":562.08,"endTime":566.1,"body":"is going to be exciting and and"},{"speaker":"Annemie Tonken","startTime":566.1,"endTime":569.52,"body":"wonderful. But you want to be as"},{"speaker":"Annemie Tonken","startTime":566.1,"endTime":569.52,"body":"honest with yourself as"},{"speaker":"Annemie Tonken","startTime":569.52,"endTime":572.88,"body":"possible, right? Does this step"},{"speaker":"Annemie Tonken","startTime":569.52,"endTime":572.88,"body":"delight them? Does it disappoint"},{"speaker":"Annemie Tonken","startTime":572.88,"endTime":576.33,"body":"them? Does it frustrate them? Or"},{"speaker":"Annemie Tonken","startTime":572.88,"endTime":576.33,"body":"is it just something that they"},{"speaker":"Annemie Tonken","startTime":576.33,"endTime":579.72,"body":"feel kind of neutral about and"},{"speaker":"Annemie Tonken","startTime":576.33,"endTime":579.72,"body":"you move your post it's or your"},{"speaker":"Annemie Tonken","startTime":579.72,"endTime":583.65,"body":"points on the graph up or down"},{"speaker":"Annemie Tonken","startTime":579.72,"endTime":583.65,"body":"to accommodate that, but I want"},{"speaker":"Annemie Tonken","startTime":583.65,"endTime":586.95,"body":"to do a quick timeout and talk"},{"speaker":"Annemie Tonken","startTime":583.65,"endTime":586.95,"body":"about these concepts of like"},{"speaker":"Annemie Tonken","startTime":586.95,"endTime":591.45,"body":"delight versus disappointment at"},{"speaker":"Annemie Tonken","startTime":586.95,"endTime":591.45,"body":"my son's Middle School. They"},{"speaker":"Annemie Tonken","startTime":591.45,"endTime":595.29,"body":"have this saying that several of"},{"speaker":"Annemie Tonken","startTime":591.45,"endTime":595.29,"body":"the teachers use which is early"},{"speaker":"Annemie Tonken","startTime":595.29,"endTime":600.72,"body":"is on time on time is late and"},{"speaker":"Annemie Tonken","startTime":595.29,"endTime":600.72,"body":"late is unacceptable. And And I"},{"speaker":"Annemie Tonken","startTime":600.72,"endTime":603.06,"body":"remember when he first told me"},{"speaker":"Annemie Tonken","startTime":600.72,"endTime":603.06,"body":"about that I was laughing. And"},{"speaker":"Annemie Tonken","startTime":603.06,"endTime":607.14,"body":"he was like, it's that's crazy."},{"speaker":"Annemie Tonken","startTime":603.06,"endTime":607.14,"body":"If I'm on time, that shouldn't"},{"speaker":"Annemie Tonken","startTime":607.14,"endTime":610.89,"body":"be considered late. But you"},{"speaker":"Annemie Tonken","startTime":607.14,"endTime":610.89,"body":"know, I would say that the same"},{"speaker":"Annemie Tonken","startTime":611.19,"endTime":615.6,"body":"is really true for experiences"},{"speaker":"Annemie Tonken","startTime":611.19,"endTime":615.6,"body":"as well, when someone signs up"},{"speaker":"Annemie Tonken","startTime":615.6,"endTime":619.35,"body":"to work with us, the bare"},{"speaker":"Annemie Tonken","startTime":615.6,"endTime":619.35,"body":"minimum that they expect is what"},{"speaker":"Annemie Tonken","startTime":619.35,"endTime":623.76,"body":"we promised, right? So if we are"},{"speaker":"Annemie Tonken","startTime":619.35,"endTime":623.76,"body":"just delivering what we said we"},{"speaker":"Annemie Tonken","startTime":623.76,"endTime":626.49,"body":"were going to deliver, they may"},{"speaker":"Annemie Tonken","startTime":623.76,"endTime":626.49,"body":"say, yeah, that was a good"},{"speaker":"Annemie Tonken","startTime":626.49,"endTime":628.65,"body":"experience, but they're not"},{"speaker":"Annemie Tonken","startTime":626.49,"endTime":628.65,"body":"going to say it was a great"},{"speaker":"Annemie Tonken","startTime":628.65,"endTime":632.46,"body":"experience. It's sort of that"},{"speaker":"Annemie Tonken","startTime":628.65,"endTime":632.46,"body":"like, early is on time"},{"speaker":"Annemie Tonken","startTime":632.46,"endTime":636.63,"body":"phenomenon. You may feel like,"},{"speaker":"Annemie Tonken","startTime":632.46,"endTime":636.63,"body":"no, look, I did everything I"},{"speaker":"Annemie Tonken","startTime":636.63,"endTime":640.47,"body":"said I was going to do, but"},{"speaker":"Annemie Tonken","startTime":636.63,"endTime":640.47,"body":"they're not necessarily going to"},{"speaker":"Annemie Tonken","startTime":640.53,"endTime":645.6,"body":"feel like that's anything"},{"speaker":"Annemie Tonken","startTime":640.53,"endTime":645.6,"body":"particularly good unless you are"},{"speaker":"Annemie Tonken","startTime":645.75,"endTime":649.47,"body":"delighting them in some way. And"},{"speaker":"Annemie Tonken","startTime":645.75,"endTime":649.47,"body":"delight really doesn't happen"},{"speaker":"Annemie Tonken","startTime":649.5,"endTime":653.85,"body":"unless you go above and beyond"},{"speaker":"Annemie Tonken","startTime":649.5,"endTime":653.85,"body":"what's expected. Now, that's not"},{"speaker":"Annemie Tonken","startTime":653.85,"endTime":656.61,"body":"to say it needs to be expensive,"},{"speaker":"Annemie Tonken","startTime":653.85,"endTime":656.61,"body":"it doesn't need to be"},{"speaker":"Annemie Tonken","startTime":656.61,"endTime":660.72,"body":"extravagant, I think that"},{"speaker":"Annemie Tonken","startTime":656.61,"endTime":660.72,"body":"immediately, our minds jump to,"},{"speaker":"Annemie Tonken","startTime":660.84,"endTime":664.5,"body":"oh, I have to send them some"},{"speaker":"Annemie Tonken","startTime":660.84,"endTime":664.5,"body":"sort of like amazing welcome,"},{"speaker":"Annemie Tonken","startTime":664.53,"endTime":668.37,"body":"thank you gift kind of a thing,"},{"speaker":"Annemie Tonken","startTime":664.53,"endTime":668.37,"body":"that's not at all the case, it"},{"speaker":"Annemie Tonken","startTime":668.37,"endTime":673.77,"body":"can be as simple as making a"},{"speaker":"Annemie Tonken","startTime":668.37,"endTime":673.77,"body":"process easier, or more visually"},{"speaker":"Annemie Tonken","startTime":673.8,"endTime":677.73,"body":"appealing or more enjoyable, you"},{"speaker":"Annemie Tonken","startTime":673.8,"endTime":677.73,"body":"know, if you can, instead of"},{"speaker":"Annemie Tonken","startTime":677.73,"endTime":682.26,"body":"sending somebody like another"},{"speaker":"Annemie Tonken","startTime":677.73,"endTime":682.26,"body":"boring survey or questionnaire"},{"speaker":"Annemie Tonken","startTime":682.26,"endTime":686.04,"body":"to fill out, maybe you send them"},{"speaker":"Annemie Tonken","startTime":682.26,"endTime":686.04,"body":"a quiz that's, you know, feels"},{"speaker":"Annemie Tonken","startTime":686.04,"endTime":690.6,"body":"more like taking a magazine"},{"speaker":"Annemie Tonken","startTime":686.04,"endTime":690.6,"body":"quiz, rather than something"},{"speaker":"Annemie Tonken","startTime":690.6,"endTime":693.63,"body":"where they have to sit down and"},{"speaker":"Annemie Tonken","startTime":690.6,"endTime":693.63,"body":"write essays. One of the"},{"speaker":"Annemie Tonken","startTime":693.66,"endTime":696.69,"body":"examples that I think of kind of"},{"speaker":"Annemie Tonken","startTime":693.66,"endTime":696.69,"body":"off the top of my head, when it"},{"speaker":"Annemie Tonken","startTime":696.69,"endTime":703.02,"body":"comes to this is that getting a"},{"speaker":"Annemie Tonken","startTime":696.69,"endTime":703.02,"body":"reminder email or an email to"},{"speaker":"Annemie Tonken","startTime":703.02,"endTime":706.2,"body":"like, tell them, you know, make"},{"speaker":"Annemie Tonken","startTime":703.02,"endTime":706.2,"body":"sure you have this, this and"},{"speaker":"Annemie Tonken","startTime":706.2,"endTime":709.44,"body":"this, that's sort of a neutral"},{"speaker":"Annemie Tonken","startTime":706.2,"endTime":709.44,"body":"experience, right, we all get"},{"speaker":"Annemie Tonken","startTime":709.44,"endTime":713.52,"body":"emails all the time, they may be"},{"speaker":"Annemie Tonken","startTime":709.44,"endTime":713.52,"body":"excited about their session. So"},{"speaker":"Annemie Tonken","startTime":713.52,"endTime":716.13,"body":"it's a little more exciting to"},{"speaker":"Annemie Tonken","startTime":713.52,"endTime":716.13,"body":"hear from you. But especially"},{"speaker":"Annemie Tonken","startTime":716.13,"endTime":719.7,"body":"when we're talking about kind of"},{"speaker":"Annemie Tonken","startTime":716.13,"endTime":719.7,"body":"the logistical emails that we"},{"speaker":"Annemie Tonken","startTime":719.7,"endTime":722.79,"body":"all have to send, that's not"},{"speaker":"Annemie Tonken","startTime":719.7,"endTime":722.79,"body":"going to be something that you"},{"speaker":"Annemie Tonken","startTime":722.82,"endTime":726.75,"body":"are likely to rate as"},{"speaker":"Annemie Tonken","startTime":722.82,"endTime":726.75,"body":"delightful. However, maybe your"},{"speaker":"Annemie Tonken","startTime":726.75,"endTime":730.65,"body":"reminder, email goes a little"},{"speaker":"Annemie Tonken","startTime":726.75,"endTime":730.65,"body":"above and beyond, you know,"},{"speaker":"Annemie Tonken","startTime":730.65,"endTime":733.89,"body":"maybe you're a funny person, and"},{"speaker":"Annemie Tonken","startTime":730.65,"endTime":733.89,"body":"maybe you write a funny email,"},{"speaker":"Annemie Tonken","startTime":733.89,"endTime":738.54,"body":"or you fill even the most boring"},{"speaker":"Annemie Tonken","startTime":733.89,"endTime":738.54,"body":"of your emails with good gifts,"},{"speaker":"Annemie Tonken","startTime":738.57,"endTime":742.08,"body":"and funny references or"},{"speaker":"Annemie Tonken","startTime":738.57,"endTime":742.08,"body":"something like that, or, you"},{"speaker":"Annemie Tonken","startTime":742.08,"endTime":747.03,"body":"know, your, your emails all have"},{"speaker":"Annemie Tonken","startTime":742.08,"endTime":747.03,"body":"really beautiful design elements"},{"speaker":"Annemie Tonken","startTime":747.03,"endTime":750.81,"body":"or beautiful photos that help"},{"speaker":"Annemie Tonken","startTime":747.03,"endTime":750.81,"body":"your clients get extra excited."},{"speaker":"Annemie Tonken","startTime":750.84,"endTime":753.87,"body":"That is an example of taking"},{"speaker":"Annemie Tonken","startTime":750.84,"endTime":753.87,"body":"something that is generally"},{"speaker":"Annemie Tonken","startTime":753.87,"endTime":757.71,"body":"pretty neutral, pretty mundane,"},{"speaker":"Annemie Tonken","startTime":753.87,"endTime":757.71,"body":"to the next level, and giving"},{"speaker":"Annemie Tonken","startTime":757.71,"endTime":761.52,"body":"your clients a more polished"},{"speaker":"Annemie Tonken","startTime":757.71,"endTime":761.52,"body":"experience that feels a little"},{"speaker":"Annemie Tonken","startTime":761.52,"endTime":764.85,"body":"bit more exciting and delighting"},{"speaker":"Annemie Tonken","startTime":761.52,"endTime":764.85,"body":"right, or maybe you don't send a"},{"speaker":"Annemie Tonken","startTime":764.85,"endTime":769.05,"body":"regular email at all, maybe you"},{"speaker":"Annemie Tonken","startTime":764.85,"endTime":769.05,"body":"create little videos of you"},{"speaker":"Annemie Tonken","startTime":769.05,"endTime":771.3,"body":"talking about how excited you"},{"speaker":"Annemie Tonken","startTime":769.05,"endTime":771.3,"body":"are to work with them. And"},{"speaker":"Annemie Tonken","startTime":771.3,"endTime":774.0,"body":"they're personalized, because"},{"speaker":"Annemie Tonken","startTime":771.3,"endTime":774.0,"body":"you have that time and space in"},{"speaker":"Annemie Tonken","startTime":774.0,"endTime":776.85,"body":"your business. Fantastic. That"},{"speaker":"Annemie Tonken","startTime":774.0,"endTime":776.85,"body":"is definitely going to be"},{"speaker":"Annemie Tonken","startTime":776.85,"endTime":779.97,"body":"something that is going to be"},{"speaker":"Annemie Tonken","startTime":776.85,"endTime":779.97,"body":"outside of what's expected"},{"speaker":"Annemie Tonken","startTime":780.0,"endTime":784.71,"body":"outside the ordinary, that will"},{"speaker":"Annemie Tonken","startTime":780.0,"endTime":784.71,"body":"delight your clients. And again,"},{"speaker":"Annemie Tonken","startTime":784.95,"endTime":788.79,"body":"these can be little things, they"},{"speaker":"Annemie Tonken","startTime":784.95,"endTime":788.79,"body":"should be different things along"},{"speaker":"Annemie Tonken","startTime":788.79,"endTime":792.03,"body":"the course of all of those"},{"speaker":"Annemie Tonken","startTime":788.79,"endTime":792.03,"body":"different spots on that graph."},{"speaker":"Annemie Tonken","startTime":792.06,"endTime":795.75,"body":"But I want you to be creative"},{"speaker":"Annemie Tonken","startTime":792.06,"endTime":795.75,"body":"about what you can do to"},{"speaker":"Annemie Tonken","startTime":795.75,"endTime":799.2,"body":"surprise and delight your"},{"speaker":"Annemie Tonken","startTime":795.75,"endTime":799.2,"body":"clients. But again, in order to"},{"speaker":"Annemie Tonken","startTime":799.23,"endTime":802.35,"body":"categorize a step in the"},{"speaker":"Annemie Tonken","startTime":799.23,"endTime":802.35,"body":"processes delightful, it can't"},{"speaker":"Annemie Tonken","startTime":802.35,"endTime":806.82,"body":"just be sort of normal or run of"},{"speaker":"Annemie Tonken","startTime":802.35,"endTime":806.82,"body":"the mill. And I want to just go"},{"speaker":"Annemie Tonken","startTime":806.85,"endTime":810.09,"body":"a little bit deeper on that,"},{"speaker":"Annemie Tonken","startTime":806.85,"endTime":810.09,"body":"too. The funny thing about"},{"speaker":"Annemie Tonken","startTime":810.09,"endTime":814.5,"body":"delighting someone is that"},{"speaker":"Annemie Tonken","startTime":810.09,"endTime":814.5,"body":"something can be delightful"},{"speaker":"Annemie Tonken","startTime":814.53,"endTime":818.16,"body":"today, but not remained so"},{"speaker":"Annemie Tonken","startTime":814.53,"endTime":818.16,"body":"forever, there will be certain"},{"speaker":"Annemie Tonken","startTime":818.16,"endTime":821.7,"body":"things that will always be I"},{"speaker":"Annemie Tonken","startTime":818.16,"endTime":821.7,"body":"think delightful. You know,"},{"speaker":"Annemie Tonken","startTime":821.73,"endTime":824.82,"body":"everybody, I can't think of a"},{"speaker":"Annemie Tonken","startTime":821.73,"endTime":824.82,"body":"single person, even though"},{"speaker":"Annemie Tonken","startTime":824.85,"endTime":827.67,"body":"handwritten notes have been"},{"speaker":"Annemie Tonken","startTime":824.85,"endTime":827.67,"body":"around forever and ever. I can't"},{"speaker":"Annemie Tonken","startTime":827.67,"endTime":830.91,"body":"think of a single person who"},{"speaker":"Annemie Tonken","startTime":827.67,"endTime":830.91,"body":"wouldn't be delighted to receive"},{"speaker":"Annemie Tonken","startTime":830.94,"endTime":833.58,"body":"a personal handwritten note,"},{"speaker":"Annemie Tonken","startTime":830.94,"endTime":833.58,"body":"even if they've worked with you"},{"speaker":"Annemie Tonken","startTime":833.58,"endTime":836.37,"body":"five times and they've gotten"},{"speaker":"Annemie Tonken","startTime":833.58,"endTime":836.37,"body":"five handwritten notes, that"},{"speaker":"Annemie Tonken","startTime":836.37,"endTime":839.07,"body":"kind of personal touch, that"},{"speaker":"Annemie Tonken","startTime":836.37,"endTime":839.07,"body":"clearly takes time. And"},{"speaker":"Annemie Tonken","startTime":839.07,"endTime":842.25,"body":"attention is always going to be"},{"speaker":"Annemie Tonken","startTime":839.07,"endTime":842.25,"body":"something that people are like,"},{"speaker":"Annemie Tonken","startTime":842.25,"endTime":845.97,"body":"wow, that is really amazing that"},{"speaker":"Annemie Tonken","startTime":842.25,"endTime":845.97,"body":"she does. However, there are"},{"speaker":"Annemie Tonken","startTime":845.97,"endTime":848.79,"body":"things that you know, you might"},{"speaker":"Annemie Tonken","startTime":845.97,"endTime":848.79,"body":"do it when it's new, maybe a"},{"speaker":"Annemie Tonken","startTime":848.79,"endTime":852.03,"body":"technology is new, and you use"},{"speaker":"Annemie Tonken","startTime":848.79,"endTime":852.03,"body":"that and when it's brand new,"},{"speaker":"Annemie Tonken","startTime":852.39,"endTime":856.2,"body":"that's exciting and delighting"},{"speaker":"Annemie Tonken","startTime":852.39,"endTime":856.2,"body":"but whenever something becomes"},{"speaker":"Annemie Tonken","startTime":856.32,"endTime":860.19,"body":"expected, it loses some of its"},{"speaker":"Annemie Tonken","startTime":856.32,"endTime":860.19,"body":"delight, right and moves back"},{"speaker":"Annemie Tonken","startTime":860.19,"endTime":864.75,"body":"into neutral territory. If you"},{"speaker":"Annemie Tonken","startTime":860.19,"endTime":864.75,"body":"think about like driving past an"},{"speaker":"Annemie Tonken","startTime":864.75,"endTime":869.07,"body":"old school motel where I just"},{"speaker":"Annemie Tonken","startTime":864.75,"endTime":869.07,"body":"this just happened to me the"},{"speaker":"Annemie Tonken","startTime":869.07,"endTime":873.12,"body":"other day. I was kind of out in"},{"speaker":"Annemie Tonken","startTime":869.07,"endTime":873.12,"body":"the country and I passed this"},{"speaker":"Annemie Tonken","startTime":873.15,"endTime":877.74,"body":"motel that still on their sign"},{"speaker":"Annemie Tonken","startTime":873.15,"endTime":877.74,"body":"outside said had a thing that"},{"speaker":"Annemie Tonken","startTime":877.74,"endTime":881.19,"body":"said free HBO and I was kind of"},{"speaker":"Annemie Tonken","startTime":877.74,"endTime":881.19,"body":"laughing to myself thinking like"},{"speaker":"Annemie Tonken","startTime":881.22,"endTime":886.11,"body":"Who in the world doesn't have I"},{"speaker":"Annemie Tonken","startTime":881.22,"endTime":886.11,"body":"mean, maybe you don't have cable"},{"speaker":"Annemie Tonken","startTime":886.11,"endTime":889.41,"body":"TV or one of those kinds of"},{"speaker":"Annemie Tonken","startTime":886.11,"endTime":889.41,"body":"things but like free HBO like I"},{"speaker":"Annemie Tonken","startTime":889.41,"endTime":893.46,"body":"can't even imagine being charged"},{"speaker":"Annemie Tonken","startTime":889.41,"endTime":893.46,"body":"for that at a hotel. So that's"},{"speaker":"Annemie Tonken","startTime":893.46,"endTime":895.5,"body":"one of those things where once"},{"speaker":"Annemie Tonken","startTime":893.46,"endTime":895.5,"body":"upon a time that was like a"},{"speaker":"Annemie Tonken","startTime":895.5,"endTime":899.85,"body":"marketing tactic that was a"},{"speaker":"Annemie Tonken","startTime":895.5,"endTime":899.85,"body":"point of delight. And now it has"},{"speaker":"Annemie Tonken","startTime":899.85,"endTime":903.87,"body":"moved moved into very much"},{"speaker":"Annemie Tonken","startTime":899.85,"endTime":903.87,"body":"expected territory. If, for"},{"speaker":"Annemie Tonken","startTime":903.87,"endTime":907.5,"body":"instance, it was 100 years ago,"},{"speaker":"Annemie Tonken","startTime":903.87,"endTime":907.5,"body":"and you went into a hotel and"},{"speaker":"Annemie Tonken","startTime":907.5,"endTime":910.29,"body":"they had a private bathroom for"},{"speaker":"Annemie Tonken","startTime":907.5,"endTime":910.29,"body":"you, you would be delighted if"},{"speaker":"Annemie Tonken","startTime":910.29,"endTime":913.11,"body":"you went into a hotel room that"},{"speaker":"Annemie Tonken","startTime":910.29,"endTime":913.11,"body":"you were expecting how to"},{"speaker":"Annemie Tonken","startTime":913.11,"endTime":917.28,"body":"private bathroom, because we all"},{"speaker":"Annemie Tonken","startTime":913.11,"endTime":917.28,"body":"expect that. And they didn't, it"},{"speaker":"Annemie Tonken","startTime":917.28,"endTime":920.31,"body":"would not only be not"},{"speaker":"Annemie Tonken","startTime":917.28,"endTime":920.31,"body":"delightful,"},{"speaker":"Annemie Tonken","startTime":921.72,"endTime":925.44,"body":"it'd be pretty disappointing."},{"speaker":"Annemie Tonken","startTime":921.72,"endTime":925.44,"body":"Anyway, the other thing to"},{"speaker":"Annemie Tonken","startTime":925.47,"endTime":931.44,"body":"remember about this delightful,"},{"speaker":"Annemie Tonken","startTime":925.47,"endTime":931.44,"body":"neutral and disappointing scale"},{"speaker":"Annemie Tonken","startTime":931.5,"endTime":935.67,"body":"is that you might think like,"},{"speaker":"Annemie Tonken","startTime":931.5,"endTime":935.67,"body":"Okay, well, as long as I am not"},{"speaker":"Annemie Tonken","startTime":935.67,"endTime":939.03,"body":"disappointing anyone, as long as"},{"speaker":"Annemie Tonken","startTime":935.67,"endTime":939.03,"body":"I've got everything in that"},{"speaker":"Annemie Tonken","startTime":939.03,"endTime":942.6,"body":"neutral territory, I'm okay. And"},{"speaker":"Annemie Tonken","startTime":939.03,"endTime":942.6,"body":"technically, yes, you are, okay,"},{"speaker":"Annemie Tonken","startTime":942.6,"endTime":946.29,"body":"if you fulfill what you tell"},{"speaker":"Annemie Tonken","startTime":942.6,"endTime":946.29,"body":"someone you are going to fill,"},{"speaker":"Annemie Tonken","startTime":946.38,"endTime":950.07,"body":"it would be hard for them to,"},{"speaker":"Annemie Tonken","startTime":946.38,"endTime":950.07,"body":"you know, ding you and say like,"},{"speaker":"Annemie Tonken","startTime":950.07,"endTime":953.67,"body":"Well, she didn't live up to her"},{"speaker":"Annemie Tonken","startTime":950.07,"endTime":953.67,"body":"end of the bargain. However, it"},{"speaker":"Annemie Tonken","startTime":953.67,"endTime":958.56,"body":"is very unlikely that if you are"},{"speaker":"Annemie Tonken","startTime":953.67,"endTime":958.56,"body":"neutral across the board, or if"},{"speaker":"Annemie Tonken","startTime":958.56,"endTime":961.86,"body":"your clients response to your"},{"speaker":"Annemie Tonken","startTime":958.56,"endTime":961.86,"body":"process is neutral across the"},{"speaker":"Annemie Tonken","startTime":961.86,"endTime":964.41,"body":"board, it's unlikely that you're"},{"speaker":"Annemie Tonken","startTime":961.86,"endTime":964.41,"body":"going to get a lot of repeat"},{"speaker":"Annemie Tonken","startTime":964.41,"endTime":967.59,"body":"traffic, it is unlikely that"},{"speaker":"Annemie Tonken","startTime":964.41,"endTime":967.59,"body":"you're going to get referrals,"},{"speaker":"Annemie Tonken","startTime":967.8,"endTime":974.31,"body":"because even if someone doesn't"},{"speaker":"Annemie Tonken","startTime":967.8,"endTime":974.31,"body":"necessarily expect a particular"},{"speaker":"Annemie Tonken","startTime":974.31,"endTime":978.93,"body":"point on their client journey to"},{"speaker":"Annemie Tonken","startTime":974.31,"endTime":978.93,"body":"be delightful, or, you know,"},{"speaker":"Annemie Tonken","startTime":978.93,"endTime":983.16,"body":"surprising, I think most of us,"},{"speaker":"Annemie Tonken","startTime":978.93,"endTime":983.16,"body":"especially when we are spending"},{"speaker":"Annemie Tonken","startTime":983.22,"endTime":986.64,"body":"a fair amount of money or"},{"speaker":"Annemie Tonken","startTime":983.22,"endTime":986.64,"body":"indulging in an experience like"},{"speaker":"Annemie Tonken","startTime":986.67,"endTime":990.51,"body":"a photoshoot, we expect that"},{"speaker":"Annemie Tonken","startTime":986.67,"endTime":990.51,"body":"some part of the process is"},{"speaker":"Annemie Tonken","startTime":990.51,"endTime":994.95,"body":"going to be kind of extra,"},{"speaker":"Annemie Tonken","startTime":990.51,"endTime":994.95,"body":"right, delightful. So I want you"},{"speaker":"Annemie Tonken","startTime":994.95,"endTime":998.73,"body":"to think about that, in total,"},{"speaker":"Annemie Tonken","startTime":994.95,"endTime":998.73,"body":"if you've got all neutrals"},{"speaker":"Annemie Tonken","startTime":998.73,"endTime":1003.17,"body":"across the board, I think that"},{"speaker":"Annemie Tonken","startTime":998.73,"endTime":1003.17,"body":"your your total process is going"},{"speaker":"Annemie Tonken","startTime":1003.17,"endTime":1007.97,"body":"to actually slip below the"},{"speaker":"Annemie Tonken","startTime":1003.17,"endTime":1007.97,"body":"neutral into kind of the, I'm"},{"speaker":"Annemie Tonken","startTime":1007.97,"endTime":1011.36,"body":"kind of disappointed, I can't"},{"speaker":"Annemie Tonken","startTime":1007.97,"endTime":1011.36,"body":"really say I'm frustrated or"},{"speaker":"Annemie Tonken","startTime":1011.36,"endTime":1014.93,"body":"angry, but I'm not, you know,"},{"speaker":"Annemie Tonken","startTime":1011.36,"endTime":1014.93,"body":"I'm not going to probably come"},{"speaker":"Annemie Tonken","startTime":1014.93,"endTime":1018.83,"body":"back for more. Okay. So once you"},{"speaker":"Annemie Tonken","startTime":1014.93,"endTime":1018.83,"body":"have gone through and"},{"speaker":"Annemie Tonken","startTime":1018.83,"endTime":1023.75,"body":"categorized every single point"},{"speaker":"Annemie Tonken","startTime":1018.83,"endTime":1023.75,"body":"along the process on that"},{"speaker":"Annemie Tonken","startTime":1023.75,"endTime":1027.92,"body":"journey map, as somewhere on"},{"speaker":"Annemie Tonken","startTime":1023.75,"endTime":1027.92,"body":"that, like delightful to"},{"speaker":"Annemie Tonken","startTime":1027.92,"endTime":1033.53,"body":"frustrating scale, you are going"},{"speaker":"Annemie Tonken","startTime":1027.92,"endTime":1033.53,"body":"to be ready to prioritize your"},{"speaker":"Annemie Tonken","startTime":1033.53,"endTime":1037.58,"body":"efforts. So the first thing"},{"speaker":"Annemie Tonken","startTime":1033.53,"endTime":1037.58,"body":"obviously, is that you want to"},{"speaker":"Annemie Tonken","startTime":1037.58,"endTime":1041.48,"body":"fix any part of the process that"},{"speaker":"Annemie Tonken","startTime":1037.58,"endTime":1041.48,"body":"you identify as disappointing to"},{"speaker":"Annemie Tonken","startTime":1041.51,"endTime":1044.09,"body":"your clients or potentially"},{"speaker":"Annemie Tonken","startTime":1041.51,"endTime":1044.09,"body":"disappointing to your clients,"},{"speaker":"Annemie Tonken","startTime":1044.12,"endTime":1048.74,"body":"you should really try and be"},{"speaker":"Annemie Tonken","startTime":1044.12,"endTime":1048.74,"body":"able to eliminate almost all of"},{"speaker":"Annemie Tonken","startTime":1048.74,"endTime":1052.1,"body":"those in terms of your systems."},{"speaker":"Annemie Tonken","startTime":1048.74,"endTime":1052.1,"body":"Now, sometimes somebody's going"},{"speaker":"Annemie Tonken","startTime":1052.1,"endTime":1054.62,"body":"to be a little disappointed with"},{"speaker":"Annemie Tonken","startTime":1052.1,"endTime":1054.62,"body":"some of their photos, or"},{"speaker":"Annemie Tonken","startTime":1054.62,"endTime":1057.74,"body":"sometimes someone's going to be"},{"speaker":"Annemie Tonken","startTime":1054.62,"endTime":1057.74,"body":"disappointed that it rained on"},{"speaker":"Annemie Tonken","startTime":1057.74,"endTime":1060.8,"body":"the day of their wedding and you"},{"speaker":"Annemie Tonken","startTime":1057.74,"endTime":1060.8,"body":"don't have anything, you don't"},{"speaker":"Annemie Tonken","startTime":1060.8,"endTime":1065.66,"body":"have any control over that. But"},{"speaker":"Annemie Tonken","startTime":1060.8,"endTime":1065.66,"body":"you can put as many sort of"},{"speaker":"Annemie Tonken","startTime":1065.69,"endTime":1069.2,"body":"pieces into place that will help"},{"speaker":"Annemie Tonken","startTime":1065.69,"endTime":1069.2,"body":"protect your clients from"},{"speaker":"Annemie Tonken","startTime":1069.2,"endTime":1072.26,"body":"disappointment as possible. And"},{"speaker":"Annemie Tonken","startTime":1069.2,"endTime":1072.26,"body":"that really should be your first"},{"speaker":"Annemie Tonken","startTime":1072.29,"endTime":1078.05,"body":"priority. Then, of course, your"},{"speaker":"Annemie Tonken","startTime":1072.29,"endTime":1078.05,"body":"next priority is to move on to"},{"speaker":"Annemie Tonken","startTime":1078.05,"endTime":1081.41,"body":"the fun stuff and see where you"},{"speaker":"Annemie Tonken","startTime":1078.05,"endTime":1081.41,"body":"can turn those points of"},{"speaker":"Annemie Tonken","startTime":1081.41,"endTime":1086.33,"body":"neutrality into opportunities"},{"speaker":"Annemie Tonken","startTime":1081.41,"endTime":1086.33,"body":"for delighting your clients. And"},{"speaker":"Annemie Tonken","startTime":1086.33,"endTime":1089.57,"body":"I would love to see you once"},{"speaker":"Annemie Tonken","startTime":1086.33,"endTime":1089.57,"body":"you've actually gone to the"},{"speaker":"Annemie Tonken","startTime":1089.87,"endTime":1093.38,"body":"trouble of creating this journey"},{"speaker":"Annemie Tonken","startTime":1089.87,"endTime":1093.38,"body":"map, I would love to see you"},{"speaker":"Annemie Tonken","startTime":1093.38,"endTime":1097.7,"body":"take every single neutral point"},{"speaker":"Annemie Tonken","startTime":1093.38,"endTime":1097.7,"body":"and create some sort of idea"},{"speaker":"Annemie Tonken","startTime":1097.76,"endTime":1102.44,"body":"brainstorm some kind of, you"},{"speaker":"Annemie Tonken","startTime":1097.76,"endTime":1102.44,"body":"know, way to make that neutral,"},{"speaker":"Annemie Tonken","startTime":1102.56,"endTime":1105.92,"body":"uninteresting point of the"},{"speaker":"Annemie Tonken","startTime":1102.56,"endTime":1105.92,"body":"process more interesting, more"},{"speaker":"Annemie Tonken","startTime":1105.92,"endTime":1110.33,"body":"delightful. I don't expect that"},{"speaker":"Annemie Tonken","startTime":1105.92,"endTime":1110.33,"body":"you are going to accomplish all"},{"speaker":"Annemie Tonken","startTime":1110.33,"endTime":1112.43,"body":"of those things. I mean,"},{"speaker":"Annemie Tonken","startTime":1110.33,"endTime":1112.43,"body":"especially if you've gotten"},{"speaker":"Annemie Tonken","startTime":1112.43,"endTime":1115.64,"body":"super granular, I don't"},{"speaker":"Annemie Tonken","startTime":1112.43,"endTime":1115.64,"body":"necessarily think that anyone"},{"speaker":"Annemie Tonken","startTime":1115.64,"endTime":1120.29,"body":"expects or needs to have every"},{"speaker":"Annemie Tonken","startTime":1115.64,"endTime":1120.29,"body":"point in the process be super"},{"speaker":"Annemie Tonken","startTime":1120.29,"endTime":1124.34,"body":"delightful. However, it would be"},{"speaker":"Annemie Tonken","startTime":1120.29,"endTime":1124.34,"body":"great for you to be thinking"},{"speaker":"Annemie Tonken","startTime":1124.34,"endTime":1127.31,"body":"about those kinds of things. So"},{"speaker":"Annemie Tonken","startTime":1124.34,"endTime":1127.31,"body":"that you know, if you ever have"},{"speaker":"Annemie Tonken","startTime":1127.31,"endTime":1131.63,"body":"a one off opportunity, you can"},{"speaker":"Annemie Tonken","startTime":1127.31,"endTime":1131.63,"body":"put that point of delight into"},{"speaker":"Annemie Tonken","startTime":1131.63,"endTime":1135.44,"body":"play. Or if you've got somebody"},{"speaker":"Annemie Tonken","startTime":1131.63,"endTime":1135.44,"body":"who did end up with rain on"},{"speaker":"Annemie Tonken","startTime":1135.44,"endTime":1139.61,"body":"their wedding day, you might"},{"speaker":"Annemie Tonken","startTime":1135.44,"endTime":1139.61,"body":"have like a back pocket point of"},{"speaker":"Annemie Tonken","startTime":1139.61,"endTime":1142.73,"body":"delight that you could toss in"},{"speaker":"Annemie Tonken","startTime":1139.61,"endTime":1142.73,"body":"there to kind of counterbalance"},{"speaker":"Annemie Tonken","startTime":1142.73,"endTime":1146.99,"body":"that for your client, right. But"},{"speaker":"Annemie Tonken","startTime":1142.73,"endTime":1146.99,"body":"once you've brainstormed all of"},{"speaker":"Annemie Tonken","startTime":1146.99,"endTime":1151.28,"body":"those, then I want you to pick a"},{"speaker":"Annemie Tonken","startTime":1146.99,"endTime":1151.28,"body":"few places where you think that"},{"speaker":"Annemie Tonken","startTime":1151.28,"endTime":1155.24,"body":"you might be able to add the"},{"speaker":"Annemie Tonken","startTime":1151.28,"endTime":1155.24,"body":"most delight or where you can"},{"speaker":"Annemie Tonken","startTime":1155.24,"endTime":1159.74,"body":"kind of lean into what makes"},{"speaker":"Annemie Tonken","startTime":1155.24,"endTime":1159.74,"body":"your brand or your personality"},{"speaker":"Annemie Tonken","startTime":1159.77,"endTime":1162.38,"body":"special. You know, one of the"},{"speaker":"Annemie Tonken","startTime":1159.77,"endTime":1162.38,"body":"reasons that people hire you in"},{"speaker":"Annemie Tonken","startTime":1162.38,"endTime":1166.34,"body":"the first place, take that and"},{"speaker":"Annemie Tonken","startTime":1162.38,"endTime":1166.34,"body":"turn it up, right? So put your"},{"speaker":"Annemie Tonken","startTime":1166.34,"endTime":1169.94,"body":"focus in the places that have"},{"speaker":"Annemie Tonken","startTime":1166.34,"endTime":1169.94,"body":"maybe the most leverage that you"},{"speaker":"Annemie Tonken","startTime":1169.94,"endTime":1173.81,"body":"think might be something that"},{"speaker":"Annemie Tonken","startTime":1169.94,"endTime":1173.81,"body":"people can share or talk about,"},{"speaker":"Annemie Tonken","startTime":1173.84,"endTime":1176.57,"body":"you know, you're thinking about"},{"speaker":"Annemie Tonken","startTime":1173.84,"endTime":1176.57,"body":"this from the client that's in"},{"speaker":"Annemie Tonken","startTime":1176.57,"endTime":1179.06,"body":"front of you, but you're also"},{"speaker":"Annemie Tonken","startTime":1176.57,"endTime":1179.06,"body":"thinking about it in terms of"},{"speaker":"Annemie Tonken","startTime":1179.06,"endTime":1181.19,"body":"like, how are they going to tell"},{"speaker":"Annemie Tonken","startTime":1179.06,"endTime":1181.19,"body":"their friends about their"},{"speaker":"Annemie Tonken","startTime":1181.19,"endTime":1184.58,"body":"experience with you. And then"},{"speaker":"Annemie Tonken","startTime":1181.19,"endTime":1184.58,"body":"finally, once you have done all"},{"speaker":"Annemie Tonken","startTime":1184.58,"endTime":1188.03,"body":"this work to create your client"},{"speaker":"Annemie Tonken","startTime":1184.58,"endTime":1188.03,"body":"journey map, I want you to"},{"speaker":"Annemie Tonken","startTime":1188.03,"endTime":1192.08,"body":"duplicate the map. And I want"},{"speaker":"Annemie Tonken","startTime":1188.03,"endTime":1192.08,"body":"you to go back through all of"},{"speaker":"Annemie Tonken","startTime":1192.08,"endTime":1195.44,"body":"those steps that you have"},{"speaker":"Annemie Tonken","startTime":1192.08,"endTime":1195.44,"body":"identified on that in that"},{"speaker":"Annemie Tonken","startTime":1195.44,"endTime":1199.82,"body":"process. And I want you to"},{"speaker":"Annemie Tonken","startTime":1195.44,"endTime":1199.82,"body":"recategorize them according to"},{"speaker":"Annemie Tonken","startTime":1199.85,"endTime":1204.77,"body":"now Not your clients experience,"},{"speaker":"Annemie Tonken","startTime":1199.85,"endTime":1204.77,"body":"but your own experience, right."},{"speaker":"Annemie Tonken","startTime":1205.01,"endTime":1209.84,"body":"So, you know, maybe your client"},{"speaker":"Annemie Tonken","startTime":1205.01,"endTime":1209.84,"body":"is delighted that you have"},{"speaker":"Annemie Tonken","startTime":1209.87,"endTime":1213.8,"body":"reduced your editing turnaround"},{"speaker":"Annemie Tonken","startTime":1209.87,"endTime":1213.8,"body":"to two weeks. So you deliver"},{"speaker":"Annemie Tonken","startTime":1213.8,"endTime":1217.79,"body":"their gallery in two weeks. But"},{"speaker":"Annemie Tonken","startTime":1213.8,"endTime":1217.79,"body":"on your end, that has actually"},{"speaker":"Annemie Tonken","startTime":1217.79,"endTime":1221.0,"body":"become a bottleneck in your"},{"speaker":"Annemie Tonken","startTime":1217.79,"endTime":1221.0,"body":"business, it's become a point of"},{"speaker":"Annemie Tonken","startTime":1221.0,"endTime":1224.93,"body":"stress for you. And so when you"},{"speaker":"Annemie Tonken","startTime":1221.0,"endTime":1224.93,"body":"think about that point in the"},{"speaker":"Annemie Tonken","startTime":1224.93,"endTime":1230.84,"body":"process, from your perspective,"},{"speaker":"Annemie Tonken","startTime":1224.93,"endTime":1230.84,"body":"it's not the same. Or, you know,"},{"speaker":"Annemie Tonken","startTime":1230.84,"endTime":1233.51,"body":"maybe your client is neutral"},{"speaker":"Annemie Tonken","startTime":1230.84,"endTime":1233.51,"body":"about your online gallery"},{"speaker":"Annemie Tonken","startTime":1233.51,"endTime":1237.2,"body":"software, but you love it,"},{"speaker":"Annemie Tonken","startTime":1233.51,"endTime":1237.2,"body":"you're delighted about it, or"},{"speaker":"Annemie Tonken","startTime":1237.2,"endTime":1240.98,"body":"you get massive headaches by it"},{"speaker":"Annemie Tonken","startTime":1237.2,"endTime":1240.98,"body":"about that, like maybe that's a"},{"speaker":"Annemie Tonken","startTime":1240.98,"endTime":1244.22,"body":"point in the process that's"},{"speaker":"Annemie Tonken","startTime":1240.98,"endTime":1244.22,"body":"frustrating to you, anywhere"},{"speaker":"Annemie Tonken","startTime":1244.31,"endTime":1248.72,"body":"that you identify that you and"},{"speaker":"Annemie Tonken","startTime":1244.31,"endTime":1248.72,"body":"your client both love a step"},{"speaker":"Annemie Tonken","startTime":1248.75,"endTime":1252.71,"body":"that those opportunities or"},{"speaker":"Annemie Tonken","startTime":1248.75,"endTime":1252.71,"body":"those points in the process have"},{"speaker":"Annemie Tonken","startTime":1252.71,"endTime":1257.66,"body":"the opportunity to become kind"},{"speaker":"Annemie Tonken","startTime":1252.71,"endTime":1257.66,"body":"of your signature. So those are"},{"speaker":"Annemie Tonken","startTime":1257.66,"endTime":1261.35,"body":"things that you really want to"},{"speaker":"Annemie Tonken","startTime":1257.66,"endTime":1261.35,"body":"amplify in your marketing, you"},{"speaker":"Annemie Tonken","startTime":1261.35,"endTime":1264.47,"body":"want to talk about them when"},{"speaker":"Annemie Tonken","startTime":1261.35,"endTime":1264.47,"body":"you're when you are talking to"},{"speaker":"Annemie Tonken","startTime":1264.47,"endTime":1268.4,"body":"potential clients or when you"},{"speaker":"Annemie Tonken","startTime":1264.47,"endTime":1268.4,"body":"are, you know, on Instagram you"},{"speaker":"Annemie Tonken","startTime":1268.4,"endTime":1270.74,"body":"want to share about them,"},{"speaker":"Annemie Tonken","startTime":1268.4,"endTime":1270.74,"body":"because those are the things"},{"speaker":"Annemie Tonken","startTime":1270.77,"endTime":1275.51,"body":"that are going to be they stand"},{"speaker":"Annemie Tonken","startTime":1270.77,"endTime":1275.51,"body":"to differentiate you from your"},{"speaker":"Annemie Tonken","startTime":1275.51,"endTime":1279.65,"body":"competition. Anywhere that you"},{"speaker":"Annemie Tonken","startTime":1275.51,"endTime":1279.65,"body":"and your client both dislike a"},{"speaker":"Annemie Tonken","startTime":1279.65,"endTime":1283.4,"body":"step that needs to be changed"},{"speaker":"Annemie Tonken","startTime":1279.65,"endTime":1283.4,"body":"immediately, right. If it's not"},{"speaker":"Annemie Tonken","startTime":1283.4,"endTime":1286.85,"body":"serving you or your client, you"},{"speaker":"Annemie Tonken","startTime":1283.4,"endTime":1286.85,"body":"need to figure out a way to"},{"speaker":"Annemie Tonken","startTime":1286.85,"endTime":1290.69,"body":"either get rid of it or change"},{"speaker":"Annemie Tonken","startTime":1286.85,"endTime":1290.69,"body":"it so that it's something that"},{"speaker":"Annemie Tonken","startTime":1290.75,"endTime":1295.01,"body":"you are at least both neutral"},{"speaker":"Annemie Tonken","startTime":1290.75,"endTime":1295.01,"body":"about. And then anything that"},{"speaker":"Annemie Tonken","startTime":1295.01,"endTime":1299.6,"body":"your client loves about the"},{"speaker":"Annemie Tonken","startTime":1295.01,"endTime":1299.6,"body":"process, but that you don't love"},{"speaker":"Annemie Tonken","startTime":1299.66,"endTime":1305.18,"body":"should be top of your list for"},{"speaker":"Annemie Tonken","startTime":1299.66,"endTime":1305.18,"body":"outsourcing or automating. So"},{"speaker":"Annemie Tonken","startTime":1305.27,"endTime":1309.47,"body":"okay, let's take the that two"},{"speaker":"Annemie Tonken","startTime":1305.27,"endTime":1309.47,"body":"week turnaround example. It's"},{"speaker":"Annemie Tonken","startTime":1309.47,"endTime":1312.59,"body":"stressing you out. But your"},{"speaker":"Annemie Tonken","startTime":1309.47,"endTime":1312.59,"body":"clients love it. Great. You"},{"speaker":"Annemie Tonken","startTime":1312.59,"endTime":1315.32,"body":"still need to deliver your"},{"speaker":"Annemie Tonken","startTime":1312.59,"endTime":1315.32,"body":"photos and rather than"},{"speaker":"Annemie Tonken","startTime":1315.32,"endTime":1318.11,"body":"disappointing your clients by"},{"speaker":"Annemie Tonken","startTime":1315.32,"endTime":1318.11,"body":"stretching that out what if you"},{"speaker":"Annemie Tonken","startTime":1318.11,"endTime":1321.71,"body":"hire an editor? What if you take"},{"speaker":"Annemie Tonken","startTime":1318.11,"endTime":1321.71,"body":"that off of your plate and make"},{"speaker":"Annemie Tonken","startTime":1321.71,"endTime":1325.52,"body":"it so that you enjoy that"},{"speaker":"Annemie Tonken","startTime":1321.71,"endTime":1325.52,"body":"process and your clients enjoy"},{"speaker":"Annemie Tonken","startTime":1325.55,"endTime":1329.81,"body":"the speed with which the process"},{"speaker":"Annemie Tonken","startTime":1325.55,"endTime":1329.81,"body":"happens. So again, anything that"},{"speaker":"Annemie Tonken","startTime":1329.81,"endTime":1333.23,"body":"you both love needs to become"},{"speaker":"Annemie Tonken","startTime":1329.81,"endTime":1333.23,"body":"something that you really lean"},{"speaker":"Annemie Tonken","startTime":1333.23,"endTime":1336.92,"body":"into and develop as a signature."},{"speaker":"Annemie Tonken","startTime":1333.23,"endTime":1336.92,"body":"Anything that you and your"},{"speaker":"Annemie Tonken","startTime":1336.92,"endTime":1340.7,"body":"clients dislike or are"},{"speaker":"Annemie Tonken","startTime":1336.92,"endTime":1340.7,"body":"disappointed or frustrated by"},{"speaker":"Annemie Tonken","startTime":1340.73,"endTime":1343.64,"body":"needs to be addressed and"},{"speaker":"Annemie Tonken","startTime":1340.73,"endTime":1343.64,"body":"changed immediately. And"},{"speaker":"Annemie Tonken","startTime":1343.64,"endTime":1347.36,"body":"anything that works really well"},{"speaker":"Annemie Tonken","startTime":1343.64,"endTime":1347.36,"body":"for your clients but is bringing"},{"speaker":"Annemie Tonken","startTime":1347.36,"endTime":1352.07,"body":"you down needs to be outsourced"},{"speaker":"Annemie Tonken","startTime":1347.36,"endTime":1352.07,"body":"or automated or changed in a way"},{"speaker":"Annemie Tonken","startTime":1352.07,"endTime":1355.43,"body":"that you can work with without"},{"speaker":"Annemie Tonken","startTime":1352.07,"endTime":1355.43,"body":"taking away that delight from"},{"speaker":"Annemie Tonken","startTime":1355.43,"endTime":1360.17,"body":"your clients. I hope that you"},{"speaker":"Annemie Tonken","startTime":1355.43,"endTime":1360.17,"body":"are feeling energized by these"},{"speaker":"Annemie Tonken","startTime":1360.17,"endTime":1363.08,"body":"two tools. Again, if you go to"},{"speaker":"Annemie Tonken","startTime":1360.17,"endTime":1363.08,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1363.08,"endTime":1367.79,"body":"hard.com/ 2023 You can get the"},{"speaker":"Annemie Tonken","startTime":1363.08,"endTime":1367.79,"body":"sort of pre made versions of"},{"speaker":"Annemie Tonken","startTime":1367.79,"endTime":1371.18,"body":"these tools for you to use. And"},{"speaker":"Annemie Tonken","startTime":1367.79,"endTime":1371.18,"body":"if you come up with anything"},{"speaker":"Annemie Tonken","startTime":1371.18,"endTime":1373.88,"body":"interesting you have any aha"},{"speaker":"Annemie Tonken","startTime":1371.18,"endTime":1373.88,"body":"moments I would love for you to"},{"speaker":"Annemie Tonken","startTime":1373.88,"endTime":1377.78,"body":"DM me on Instagram I'm at this"},{"speaker":"Annemie Tonken","startTime":1373.88,"endTime":1377.78,"body":"can't be that hard. If we're not"},{"speaker":"Annemie Tonken","startTime":1377.78,"endTime":1381.08,"body":"already friends, we need to be"},{"speaker":"Annemie Tonken","startTime":1377.78,"endTime":1381.08,"body":"friends. And I would love to see"},{"speaker":"Annemie Tonken","startTime":1381.08,"endTime":1384.53,"body":"how this works for you. So let"},{"speaker":"Annemie Tonken","startTime":1381.08,"endTime":1384.53,"body":"me know. And again, happy new"},{"speaker":"Annemie Tonken","startTime":1384.53,"endTime":1389.33,"body":"year. Well, that's it for this"},{"speaker":"Annemie Tonken","startTime":1384.53,"endTime":1389.33,"body":"week's episode of This can't be"},{"speaker":"Annemie Tonken","startTime":1389.33,"endTime":1393.41,"body":"that hard. I'll be back Same"},{"speaker":"Annemie Tonken","startTime":1389.33,"endTime":1393.41,"body":"time, same place next week. In"},{"speaker":"Annemie Tonken","startTime":1393.41,"endTime":1396.5,"body":"the meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":1393.41,"endTime":1396.5,"body":"information about this episode,"},{"speaker":"Annemie Tonken","startTime":1396.56,"endTime":1400.04,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":1396.56,"endTime":1400.04,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":1400.04,"endTime":1403.76,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1400.04,"endTime":1403.76,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":1403.76,"endTime":1407.3,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1403.76,"endTime":1407.3,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1407.48,"endTime":1411.14,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1407.48,"endTime":1411.14,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1411.32,"endTime":1414.83,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1411.32,"endTime":1414.83,"body":"hope you have a fantastic week."}]}