{"version":"1.0.0","segments":[{"speaker":"Simon Harvey","startTime":3.74,"endTime":6.37,"body":"When people don't"},{"speaker":"Simon Harvey","startTime":3.74,"endTime":6.37,"body":"understand the problem that your business"},{"speaker":"Simon Harvey","startTime":6.38,"endTime":8.6,"body":"solves for them, they just chewed out."},{"speaker":"Simon Harvey","startTime":9.33,"endTime":13.809,"body":"And that's the reason that so many small"},{"speaker":"Simon Harvey","startTime":9.33,"endTime":13.809,"body":"businesses fail within their first year."},{"speaker":"Simon Harvey","startTime":14.089,"endTime":17.889,"body":"It's also the reason why story is"},{"speaker":"Simon Harvey","startTime":14.089,"endTime":17.889,"body":"the most powerful way to engage"},{"speaker":"Simon Harvey","startTime":17.889,"endTime":19.469,"body":"with prospects and customers."},{"speaker":"Simon Harvey","startTime":19.649,"endTime":24.279,"body":"By telling customers their story, and"},{"speaker":"Simon Harvey","startTime":19.649,"endTime":24.279,"body":"not your own, You communicate with"},{"speaker":"Simon Harvey","startTime":24.29,"endTime":26.18,"body":"them in a way that they understand."},{"speaker":"Simon Harvey","startTime":26.6,"endTime":30.44,"body":"When they know that you feel their"},{"speaker":"Simon Harvey","startTime":26.6,"endTime":30.44,"body":"pain, they trust you to solve it for"},{"speaker":"Simon Harvey","startTime":30.44,"endTime":32.009,"body":"them and they want to learn more."},{"speaker":"Simon Harvey","startTime":32.27,"endTime":36.319,"body":"In today's special episode of the"},{"speaker":"Simon Harvey","startTime":32.27,"endTime":36.319,"body":"Authentic Marketing Podcast, we take"},{"speaker":"Simon Harvey","startTime":36.319,"endTime":40.719,"body":"a step back in time and revisit one"},{"speaker":"Simon Harvey","startTime":36.319,"endTime":40.719,"body":"of our most popular episodes to see"},{"speaker":"Simon Harvey","startTime":40.72,"endTime":45.379,"body":"how storytelling changed Fassman's"},{"speaker":"Simon Harvey","startTime":40.72,"endTime":45.379,"body":"approach to sales, marketing and more."},{"speaker":"Simon Harvey","startTime":45.54,"endTime":46.86,"body":"So let's get started."},{"speaker":"Simon Harvey","startTime":51.249,"endTime":51.52,"body":"Hi there!"},{"speaker":"Simon Harvey","startTime":52.26,"endTime":56.59,"body":"I'm your host, Simon Harvey, and welcome"},{"speaker":"Simon Harvey","startTime":52.26,"endTime":56.59,"body":"to the Authentic Marketing Podcast"},{"speaker":"Simon Harvey","startTime":56.6,"endTime":61.249,"body":"in association with Demodia, where we"},{"speaker":"Simon Harvey","startTime":56.6,"endTime":61.249,"body":"give you actionable advice that will"},{"speaker":"Simon Harvey","startTime":61.249,"endTime":63.74,"body":"help you create marketing that works."},{"speaker":"Simon Harvey","startTime":63.99,"endTime":67.979,"body":"It's quite amazing to think that this"},{"speaker":"Simon Harvey","startTime":63.99,"endTime":67.979,"body":"is episode 30 of the podcast, and we've"},{"speaker":"Simon Harvey","startTime":67.98,"endTime":69.679,"body":"covered a lot of ground in these shows."},{"speaker":"Simon Harvey","startTime":69.9,"endTime":73.92,"body":"And the one recurring theme that"},{"speaker":"Simon Harvey","startTime":69.9,"endTime":73.92,"body":"keeps coming up over and over again,"},{"speaker":"Simon Harvey","startTime":73.92,"endTime":77.759,"body":"and people keep asking me to talk"},{"speaker":"Simon Harvey","startTime":73.92,"endTime":77.759,"body":"about, is storytelling though."},{"speaker":"Simon Harvey","startTime":78.185,"endTime":83.005,"body":"You know, so many startup founders and"},{"speaker":"Simon Harvey","startTime":78.185,"endTime":83.005,"body":"small business owners have problems"},{"speaker":"Simon Harvey","startTime":83.015,"endTime":84.475,"body":"connecting with their audience."},{"speaker":"Simon Harvey","startTime":84.774,"endTime":87.804,"body":"You know, for most of us,"},{"speaker":"Simon Harvey","startTime":84.774,"endTime":87.804,"body":"when we start our business,"},{"speaker":"Simon Harvey","startTime":87.925,"endTime":89.825,"body":"marketing isn't our main career."},{"speaker":"Simon Harvey","startTime":89.845,"endTime":91.454,"body":"You know, it was like that for me too."},{"speaker":"Simon Harvey","startTime":92.004,"endTime":93.765,"body":"You know, we started life as."},{"speaker":"Simon Harvey","startTime":93.85,"endTime":98.61,"body":"Software developers, maybe, engineers,"},{"speaker":"Simon Harvey","startTime":93.85,"endTime":98.61,"body":"financial specialists, biologists,"},{"speaker":"Simon Harvey","startTime":98.62,"endTime":103.969,"body":"whatever you happen to be, you know, we"},{"speaker":"Simon Harvey","startTime":98.62,"endTime":103.969,"body":"were all experts in our own field, but"},{"speaker":"Simon Harvey","startTime":104.009,"endTime":109.06,"body":"we were by no means experts in marketing"},{"speaker":"Simon Harvey","startTime":104.009,"endTime":109.06,"body":"or even communication for that matter."},{"speaker":"Simon Harvey","startTime":109.199,"endTime":111.729,"body":"And that's why story is so powerful."},{"speaker":"Simon Harvey","startTime":112.09,"endTime":115.889,"body":"You know, it gives everybody"},{"speaker":"Simon Harvey","startTime":112.09,"endTime":115.889,"body":"a simple structure to clearly"},{"speaker":"Simon Harvey","startTime":115.889,"endTime":119.709,"body":"convey the way in which we solve"},{"speaker":"Simon Harvey","startTime":115.889,"endTime":119.709,"body":"a problem for our customers."},{"speaker":"Simon Harvey","startTime":119.87,"endTime":124.0,"body":"So as it's the holiday season, uh, I"},{"speaker":"Simon Harvey","startTime":119.87,"endTime":124.0,"body":"wanted to use this opportunity today to"},{"speaker":"Simon Harvey","startTime":124.0,"endTime":129.439,"body":"recap one of our most popular episodes"},{"speaker":"Simon Harvey","startTime":124.0,"endTime":129.439,"body":"and revisit the topic of storytelling."},{"speaker":"Simon Harvey","startTime":129.9,"endTime":133.88,"body":"So we'll go back and talk to Alastair"},{"speaker":"Simon Harvey","startTime":129.9,"endTime":133.88,"body":"Grigg, the CEO of Fassman, and hear how"},{"speaker":"Simon Harvey","startTime":133.9,"endTime":136.02,"body":"storytelling changed their business."},{"speaker":"Simon Harvey","startTime":136.394,"endTime":141.285,"body":"You know, story and finding our story"},{"speaker":"Simon Harvey","startTime":136.394,"endTime":141.285,"body":"was the thing that changed my company."},{"speaker":"Simon Harvey","startTime":141.285,"endTime":146.005,"body":"I know, uh, it was the moment of"},{"speaker":"Simon Harvey","startTime":141.285,"endTime":146.005,"body":"change that we moved from being"},{"speaker":"Simon Harvey","startTime":146.035,"endTime":150.285,"body":"just another digital marketing"},{"speaker":"Simon Harvey","startTime":146.035,"endTime":150.285,"body":"agency to being a company that gave"},{"speaker":"Simon Harvey","startTime":150.285,"endTime":154.274,"body":"small businesses a path to sales"},{"speaker":"Simon Harvey","startTime":150.285,"endTime":154.274,"body":"success through clear communication."},{"speaker":"Simon Harvey","startTime":154.475,"endTime":159.095,"body":"So before Alistair, maybe it's"},{"speaker":"Simon Harvey","startTime":154.475,"endTime":159.095,"body":"worth going through the simple"},{"speaker":"Simon Harvey","startTime":159.095,"endTime":163.065,"body":"steps that you need to follow to"},{"speaker":"Simon Harvey","startTime":159.095,"endTime":163.065,"body":"create a story for your business."},{"speaker":"Simon Harvey","startTime":163.355,"endTime":164.695,"body":"So firstly, step one."},{"speaker":"Simon Harvey","startTime":165.085,"endTime":167.635,"body":"This is to identify"},{"speaker":"Simon Harvey","startTime":165.085,"endTime":167.635,"body":"the hero of your story."},{"speaker":"Simon Harvey","startTime":167.775,"endTime":169.255,"body":"It's the most important step."},{"speaker":"Simon Harvey","startTime":169.255,"endTime":173.515,"body":"And to be honest, it's the place that"},{"speaker":"Simon Harvey","startTime":169.255,"endTime":173.515,"body":"I've seen so many businesses fail."},{"speaker":"Simon Harvey","startTime":173.835,"endTime":177.625,"body":"As I've said many times on podcasts"},{"speaker":"Simon Harvey","startTime":173.835,"endTime":177.625,"body":"before, if you want people to"},{"speaker":"Simon Harvey","startTime":177.625,"endTime":182.735,"body":"listen, then your story needs to"},{"speaker":"Simon Harvey","startTime":177.625,"endTime":182.735,"body":"be about them and not about you."},{"speaker":"Simon Harvey","startTime":183.175,"endTime":186.935,"body":"So that means that the hero of"},{"speaker":"Simon Harvey","startTime":183.175,"endTime":186.935,"body":"your story is your ideal customer."},{"speaker":"Simon Harvey","startTime":187.375,"endTime":192.645,"body":"So, for a B2C company, that might be a"},{"speaker":"Simon Harvey","startTime":187.375,"endTime":192.645,"body":"specific type of person or individual."},{"speaker":"Simon Harvey","startTime":192.855,"endTime":195.935,"body":"For a B2B company, this is"},{"speaker":"Simon Harvey","startTime":192.855,"endTime":195.935,"body":"going to be the organisation"},{"speaker":"Simon Harvey","startTime":195.935,"endTime":197.375,"body":"that you're trying to sell to."},{"speaker":"Simon Harvey","startTime":197.645,"endTime":198.944,"body":"So step one's your hero."},{"speaker":"Simon Harvey","startTime":199.225,"endTime":202.045,"body":"Step two is to spell out their problem."},{"speaker":"Simon Harvey","startTime":202.275,"endTime":207.384,"body":"So as with any good film or"},{"speaker":"Simon Harvey","startTime":202.275,"endTime":207.384,"body":"novel, no story starts until"},{"speaker":"Simon Harvey","startTime":207.384,"endTime":208.885,"body":"there's a problem to solve."},{"speaker":"Simon Harvey","startTime":209.219,"endTime":211.609,"body":"Let me give you Luke"},{"speaker":"Simon Harvey","startTime":209.219,"endTime":211.609,"body":"Skywalker as an example."},{"speaker":"Simon Harvey","startTime":211.98,"endTime":215.079,"body":"Um, you know, he lost his"},{"speaker":"Simon Harvey","startTime":211.98,"endTime":215.079,"body":"parents and he lost his way,"},{"speaker":"Simon Harvey","startTime":215.109,"endTime":216.91,"body":"well and truly, in Star Wars."},{"speaker":"Simon Harvey","startTime":217.01,"endTime":219.16,"body":"Or Woody in Toy Story."},{"speaker":"Simon Harvey","startTime":219.429,"endTime":222.489,"body":"You know, slightly different genre"},{"speaker":"Simon Harvey","startTime":219.429,"endTime":222.489,"body":"but, you know, he had a problem."},{"speaker":"Simon Harvey","startTime":222.5,"endTime":225.609,"body":"Suddenly he was no longer Andy's"},{"speaker":"Simon Harvey","startTime":222.5,"endTime":225.609,"body":"favourite toy and he needed"},{"speaker":"Simon Harvey","startTime":225.609,"endTime":226.859,"body":"to do something about that."},{"speaker":"Simon Harvey","startTime":226.859,"endTime":228.54,"body":"You know, he felt lost as well."},{"speaker":"Simon Harvey","startTime":228.67,"endTime":230.64,"body":"And your customers are the same too."},{"speaker":"Simon Harvey","startTime":231.019,"endTime":235.019,"body":"You know, there's something that's causing"},{"speaker":"Simon Harvey","startTime":231.019,"endTime":235.019,"body":"them enough pain to want to fix it."},{"speaker":"Simon Harvey","startTime":235.239,"endTime":236.31,"body":"And that's the key thing."},{"speaker":"Simon Harvey","startTime":236.679,"endTime":238.95,"body":"It's your job to find that pain."},{"speaker":"Simon Harvey","startTime":239.16,"endTime":241.61,"body":"and to clearly articulate to them."},{"speaker":"Simon Harvey","startTime":241.79,"endTime":244.9,"body":"So when you do that, that's when you"},{"speaker":"Simon Harvey","startTime":241.79,"endTime":244.9,"body":"know that they're going to be listening."},{"speaker":"Simon Harvey","startTime":245.01,"endTime":245.76,"body":"The third step."},{"speaker":"Simon Harvey","startTime":246.12,"endTime":250.48,"body":"The third step here is to"},{"speaker":"Simon Harvey","startTime":246.12,"endTime":250.48,"body":"introduce yourself or your company."},{"speaker":"Simon Harvey","startTime":250.739,"endTime":254.249,"body":"And if you're not playing the hero,"},{"speaker":"Simon Harvey","startTime":250.739,"endTime":254.249,"body":"you're going to be playing the guide."},{"speaker":"Simon Harvey","startTime":254.55,"endTime":256.87,"body":"Or rather, should I say, as you're"},{"speaker":"Simon Harvey","startTime":254.55,"endTime":256.87,"body":"not playing the hero, you're"},{"speaker":"Simon Harvey","startTime":256.879,"endTime":258.029,"body":"going to be playing the guide."},{"speaker":"Simon Harvey","startTime":258.099,"endTime":259.8,"body":"So the guide's not the hero."},{"speaker":"Simon Harvey","startTime":260.05,"endTime":261.57,"body":"But it's actually a more important role."},{"speaker":"Simon Harvey","startTime":261.57,"endTime":265.18,"body":"It's the person who leads the hero and"},{"speaker":"Simon Harvey","startTime":261.57,"endTime":265.18,"body":"shows them what success looks like."},{"speaker":"Simon Harvey","startTime":265.18,"endTime":267.4,"body":"It shows them the path to success."},{"speaker":"Simon Harvey","startTime":267.53,"endTime":270.799,"body":"If you want a great example of a"},{"speaker":"Simon Harvey","startTime":267.53,"endTime":270.799,"body":"guide, uh, you could think of someone"},{"speaker":"Simon Harvey","startTime":270.8,"endTime":272.75,"body":"like Yoda from Star Wars again."},{"speaker":"Simon Harvey","startTime":272.819,"endTime":273.819,"body":"Need I say more?"},{"speaker":"Simon Harvey","startTime":273.83,"endTime":278.069,"body":"He's the absolute stereotypical guide"},{"speaker":"Simon Harvey","startTime":273.83,"endTime":278.069,"body":"out there and takes Luke through that"},{"speaker":"Simon Harvey","startTime":278.07,"endTime":282.479,"body":"path from knowing nothing about the"},{"speaker":"Simon Harvey","startTime":278.07,"endTime":282.479,"body":"Force to ultimately being one of the,"},{"speaker":"Simon Harvey","startTime":282.49,"endTime":285.65,"body":"the sort of the, the leaders, I was"},{"speaker":"Simon Harvey","startTime":282.49,"endTime":285.65,"body":"going to say in the world, the leaders"},{"speaker":"Simon Harvey","startTime":285.65,"endTime":287.81,"body":"in the universe of, uh, the Force."},{"speaker":"Simon Harvey","startTime":288.385,"endTime":292.724,"body":"So, as you guide them, a couple of"},{"speaker":"Simon Harvey","startTime":288.385,"endTime":292.724,"body":"things to call in here, you can use"},{"speaker":"Simon Harvey","startTime":292.764,"endTime":295.094,"body":"empathy and you can use authority."},{"speaker":"Simon Harvey","startTime":295.635,"endTime":298.805,"body":"So these are the two ways that you"},{"speaker":"Simon Harvey","startTime":295.635,"endTime":298.805,"body":"can connect best with your hero"},{"speaker":"Simon Harvey","startTime":299.284,"endTime":302.455,"body":"and you can show them that you've"},{"speaker":"Simon Harvey","startTime":299.284,"endTime":302.455,"body":"been there before and that you"},{"speaker":"Simon Harvey","startTime":302.494,"endTime":304.594,"body":"understand how to solve their problem."},{"speaker":"Simon Harvey","startTime":305.019,"endTime":307.849,"body":"So next, we'll move on and"},{"speaker":"Simon Harvey","startTime":305.019,"endTime":307.849,"body":"take a look at step four."},{"speaker":"Simon Harvey","startTime":308.03,"endTime":309.849,"body":"Step four is to give them a plan."},{"speaker":"Simon Harvey","startTime":310.019,"endTime":313.359,"body":"Now you've told your hero how to"},{"speaker":"Simon Harvey","startTime":310.019,"endTime":313.359,"body":"solve their problem, they know what"},{"speaker":"Simon Harvey","startTime":313.359,"endTime":315.519,"body":"to do, but they're afraid to act."},{"speaker":"Simon Harvey","startTime":315.719,"endTime":317.179,"body":"All heroes are the same."},{"speaker":"Simon Harvey","startTime":317.509,"endTime":322.049,"body":"So, in a few simple steps, what the"},{"speaker":"Simon Harvey","startTime":317.509,"endTime":322.049,"body":"plan is going to do for you is it's"},{"speaker":"Simon Harvey","startTime":322.049,"endTime":326.469,"body":"going to outline how your hero will"},{"speaker":"Simon Harvey","startTime":322.049,"endTime":326.469,"body":"engage with you and what they can"},{"speaker":"Simon Harvey","startTime":326.469,"endTime":328.59,"body":"expect from that initial interaction."},{"speaker":"Simon Harvey","startTime":328.819,"endTime":331.46,"body":"Next, you want to call"},{"speaker":"Simon Harvey","startTime":328.819,"endTime":331.46,"body":"your hero to action."},{"speaker":"Simon Harvey","startTime":331.76,"endTime":335.51,"body":"So without giving them a specific"},{"speaker":"Simon Harvey","startTime":331.76,"endTime":335.51,"body":"task to perform, heroes don't act."},{"speaker":"Simon Harvey","startTime":335.78,"endTime":338.84,"body":"Again, we can just look back at"},{"speaker":"Simon Harvey","startTime":335.78,"endTime":338.84,"body":"Star Wars as the example of this."},{"speaker":"Simon Harvey","startTime":339.229,"endTime":343.76,"body":"Without the death of Obi Wan on the"},{"speaker":"Simon Harvey","startTime":339.229,"endTime":343.76,"body":"Death Star, you know, Luke would"},{"speaker":"Simon Harvey","startTime":343.76,"endTime":345.27,"body":"never have believed in himself."},{"speaker":"Simon Harvey","startTime":345.469,"endTime":349.159,"body":"He'd never have turned out or shown"},{"speaker":"Simon Harvey","startTime":345.469,"endTime":349.159,"body":"his true potential inside there."},{"speaker":"Simon Harvey","startTime":349.19,"endTime":351.669,"body":"So heroes need to be called to action."},{"speaker":"Simon Harvey","startTime":351.78,"endTime":355.849,"body":"And similarly, you need to put a clear"},{"speaker":"Simon Harvey","startTime":351.78,"endTime":355.849,"body":"call to action regularly throughout"},{"speaker":"Simon Harvey","startTime":355.849,"endTime":358.15,"body":"your website or other communications."},{"speaker":"Simon Harvey","startTime":358.239,"endTime":359.629,"body":"Talking about success."},{"speaker":"Simon Harvey","startTime":359.909,"endTime":363.659,"body":"That leads me on to the last two points"},{"speaker":"Simon Harvey","startTime":359.909,"endTime":363.659,"body":"in here, which are success and failure."},{"speaker":"Simon Harvey","startTime":363.95,"endTime":368.53,"body":"So, it's essential that your story"},{"speaker":"Simon Harvey","startTime":363.95,"endTime":368.53,"body":"paints a clear picture of what success"},{"speaker":"Simon Harvey","startTime":368.56,"endTime":372.22,"body":"looks like, and what a successful"},{"speaker":"Simon Harvey","startTime":368.56,"endTime":372.22,"body":"ending looks like to your hero."},{"speaker":"Simon Harvey","startTime":372.87,"endTime":376.26,"body":"You know, this is where you can outline"},{"speaker":"Simon Harvey","startTime":372.87,"endTime":376.26,"body":"the transformation that your hero is"},{"speaker":"Simon Harvey","startTime":376.26,"endTime":378.794,"body":"going to undergo when they work with you."},{"speaker":"Simon Harvey","startTime":378.995,"endTime":382.625,"body":"And you can show them how their"},{"speaker":"Simon Harvey","startTime":378.995,"endTime":382.625,"body":"life's going to look once they've"},{"speaker":"Simon Harvey","startTime":382.625,"endTime":384.405,"body":"undertaken your engagement together."},{"speaker":"Simon Harvey","startTime":384.615,"endTime":388.815,"body":"Finally, just like when you're making"},{"speaker":"Simon Harvey","startTime":384.615,"endTime":388.815,"body":"bread, you know, you add a pinch of salt"},{"speaker":"Simon Harvey","startTime":388.825,"endTime":392.804,"body":"to stop the bread from rising too far,"},{"speaker":"Simon Harvey","startTime":388.825,"endTime":392.804,"body":"in your story, you need to add a dash"},{"speaker":"Simon Harvey","startTime":392.804,"endTime":394.814,"body":"of fear into the hero's mind as well."},{"speaker":"Simon Harvey","startTime":395.044,"endTime":398.174,"body":"So this doesn't need to go over the"},{"speaker":"Simon Harvey","startTime":395.044,"endTime":398.174,"body":"top, you know, don't put too much"},{"speaker":"Simon Harvey","startTime":398.174,"endTime":400.174,"body":"salt in or it spoils the recipe."},{"speaker":"Simon Harvey","startTime":400.275,"endTime":402.015,"body":"Same goes with failure."},{"speaker":"Simon Harvey","startTime":402.614,"endTime":405.195,"body":"You don't want to go over the top,"},{"speaker":"Simon Harvey","startTime":402.614,"endTime":405.195,"body":"you just want to explain to them"},{"speaker":"Simon Harvey","startTime":405.224,"endTime":409.104,"body":"clearly and realistically, you know,"},{"speaker":"Simon Harvey","startTime":405.224,"endTime":409.104,"body":"what the life will look like if they"},{"speaker":"Simon Harvey","startTime":409.104,"endTime":412.905,"body":"don't act, uh, and if they just carry"},{"speaker":"Simon Harvey","startTime":409.104,"endTime":412.905,"body":"on doing what they've always done."},{"speaker":"Simon Harvey","startTime":413.015,"endTime":416.705,"body":"So those are the seven simple"},{"speaker":"Simon Harvey","startTime":413.015,"endTime":416.705,"body":"steps to creating your story."},{"speaker":"Simon Harvey","startTime":417.08,"endTime":421.58,"body":"Find your hero, call out their problem,"},{"speaker":"Simon Harvey","startTime":417.08,"endTime":421.58,"body":"introduce yourself as the guide,"},{"speaker":"Simon Harvey","startTime":421.94,"endTime":426.849,"body":"spell out the plan, call them to"},{"speaker":"Simon Harvey","startTime":421.94,"endTime":426.849,"body":"action, and then paint a picture of"},{"speaker":"Simon Harvey","startTime":426.849,"endTime":428.99,"body":"what success and failure looks like."},{"speaker":"Simon Harvey","startTime":429.409,"endTime":433.219,"body":"So to make your life really easy, I've"},{"speaker":"Simon Harvey","startTime":429.409,"endTime":433.219,"body":"outlined all of those for you in a"},{"speaker":"Simon Harvey","startTime":433.219,"endTime":436.669,"body":"worksheet so that you don't need to go"},{"speaker":"Simon Harvey","startTime":433.219,"endTime":436.669,"body":"through and remember any of it yourself."},{"speaker":"Simon Harvey","startTime":436.669,"endTime":441.11,"body":"You can just download the worksheet, fill"},{"speaker":"Simon Harvey","startTime":436.669,"endTime":441.11,"body":"it in, and start writing your own story."},{"speaker":"Simon Harvey","startTime":441.349,"endTime":447.349,"body":"If you wanna download that, you can"},{"speaker":"Simon Harvey","startTime":441.349,"endTime":447.349,"body":"just go to one authentic.com/brand"},{"speaker":"Simon Harvey","startTime":447.53,"endTime":448.969,"body":"script minus workbook."},{"speaker":"Simon Harvey","startTime":450.025,"endTime":453.75,"body":"So that's one authentic.com/brand script."},{"speaker":"Simon Harvey","startTime":454.125,"endTime":457.835,"body":"Uh, don't worry if you didn't"},{"speaker":"Simon Harvey","startTime":454.125,"endTime":457.835,"body":"catch that, you know, I'll repeat"},{"speaker":"Simon Harvey","startTime":457.835,"endTime":459.225,"body":"it again later on in the show."},{"speaker":"Simon Harvey","startTime":459.595,"endTime":463.204,"body":"And just to make sure that you've got it,"},{"speaker":"Simon Harvey","startTime":459.595,"endTime":463.204,"body":"I'll put a link in the show notes too."},{"speaker":"Simon Harvey","startTime":463.554,"endTime":467.905,"body":"So as I mentioned, story is the"},{"speaker":"Simon Harvey","startTime":463.554,"endTime":467.905,"body":"thing that changed my business."},{"speaker":"Simon Harvey","startTime":467.925,"endTime":472.325,"body":"It moved Demodia from being just"},{"speaker":"Simon Harvey","startTime":467.925,"endTime":472.325,"body":"another agency into being the trusted"},{"speaker":"Simon Harvey","startTime":472.325,"endTime":474.314,"body":"partner of so many small businesses."},{"speaker":"Simon Harvey","startTime":474.914,"endTime":479.905,"body":"And telling the story is the clearest way"},{"speaker":"Simon Harvey","startTime":474.914,"endTime":479.905,"body":"that you can communicate your message to."},{"speaker":"Simon Harvey","startTime":480.19,"endTime":484.12,"body":"So I said earlier we were going to"},{"speaker":"Simon Harvey","startTime":480.19,"endTime":484.12,"body":"listen to the story from Alistair"},{"speaker":"Simon Harvey","startTime":484.12,"endTime":487.26,"body":"so let's hear what Alistair thought"},{"speaker":"Simon Harvey","startTime":484.12,"endTime":487.26,"body":"once he'd created his story."},{"speaker":"Simon Harvey","startTime":487.78,"endTime":491.62,"body":"Alistair Griggs, the CEO of Fassman,"},{"speaker":"Simon Harvey","startTime":487.78,"endTime":491.62,"body":"and he was struggling to get people to"},{"speaker":"Simon Harvey","startTime":491.62,"endTime":496.23,"body":"understand the value of his business"},{"speaker":"Simon Harvey","startTime":491.62,"endTime":496.23,"body":"and what it brought to its customers."},{"speaker":"Simon Harvey","startTime":496.49,"endTime":498.34,"body":"So here's my interview with Alistair."},{"speaker":"Simon Harvey","startTime":503.97,"endTime":503.99,"body":"Hi"},{"speaker":"Simon Harvey","startTime":507.29,"endTime":510.0,"body":"Alistair, thanks for joining"},{"speaker":"Simon Harvey","startTime":507.29,"endTime":510.0,"body":"us on the podcast today."},{"speaker":"Simon Harvey","startTime":510.21,"endTime":513.48,"body":"So, maybe to start with, you can tell"},{"speaker":"Simon Harvey","startTime":510.21,"endTime":513.48,"body":"us a little bit about yourself, what"},{"speaker":"Simon Harvey","startTime":513.48,"endTime":515.68,"body":"you do and what Fassman does generally."},{"speaker":"Alister Grigg","startTime":516.0,"endTime":518.46,"body":"My name's Alistair Green,"},{"speaker":"Alister Grigg","startTime":516.0,"endTime":518.46,"body":"I'm the Managing Director of Fastman."},{"speaker":"Alister Grigg","startTime":518.87,"endTime":522.67,"body":"And, uh, Fastman's a company that's"},{"speaker":"Alister Grigg","startTime":518.87,"endTime":522.67,"body":"been in existence since 2006."},{"speaker":"Alister Grigg","startTime":522.88,"endTime":525.74,"body":"We specialize in information"},{"speaker":"Alister Grigg","startTime":522.88,"endTime":525.74,"body":"management, primarily on the"},{"speaker":"Alister Grigg","startTime":525.82,"endTime":528.22,"body":"Open Text and SAP platforms."},{"speaker":"Alister Grigg","startTime":528.24,"endTime":531.85,"body":"And, uh, we've been working with Simon and"},{"speaker":"Alister Grigg","startTime":528.24,"endTime":531.85,"body":"his team for a good number of years now."},{"speaker":"Simon Harvey","startTime":532.18,"endTime":535.4,"body":"So we've been talking a lot"},{"speaker":"Simon Harvey","startTime":532.18,"endTime":535.4,"body":"about storytelling on the podcast today."},{"speaker":"Simon Harvey","startTime":535.479,"endTime":537.229,"body":"We've done quite a bit"},{"speaker":"Simon Harvey","startTime":535.479,"endTime":537.229,"body":"of this work together."},{"speaker":"Simon Harvey","startTime":537.229,"endTime":540.15,"body":"I know in recent years, but I think"},{"speaker":"Simon Harvey","startTime":537.229,"endTime":540.15,"body":"it'd be interesting for our listeners"},{"speaker":"Simon Harvey","startTime":540.18,"endTime":542.829,"body":"to hear a little bit more about"},{"speaker":"Simon Harvey","startTime":540.18,"endTime":542.829,"body":"some of the challenges that you were"},{"speaker":"Simon Harvey","startTime":542.839,"endTime":547.819,"body":"having, getting your messages across to"},{"speaker":"Simon Harvey","startTime":542.839,"endTime":547.819,"body":"customers and even internally to staff."},{"speaker":"Simon Harvey","startTime":548.12,"endTime":548.31,"body":"So"},{"speaker":"Alister Grigg","startTime":548.31,"endTime":550.87,"body":"the problem we were"},{"speaker":"Alister Grigg","startTime":548.31,"endTime":550.87,"body":"having was that we weren't providing"},{"speaker":"Alister Grigg","startTime":550.879,"endTime":554.619,"body":"a consistent message to customers"},{"speaker":"Alister Grigg","startTime":550.879,"endTime":554.619,"body":"around our solution sets, if you like."},{"speaker":"Alister Grigg","startTime":554.689,"endTime":557.17,"body":"So we were quite comfortable"},{"speaker":"Alister Grigg","startTime":554.689,"endTime":557.17,"body":"going to customers and talking"},{"speaker":"Alister Grigg","startTime":557.18,"endTime":560.06,"body":"about the products, what features"},{"speaker":"Alister Grigg","startTime":557.18,"endTime":560.06,"body":"they have and how they would."},{"speaker":"Alister Grigg","startTime":560.08,"endTime":563.64,"body":"benefit from them, but as time goes"},{"speaker":"Alister Grigg","startTime":560.08,"endTime":563.64,"body":"on, customers are more interested in"},{"speaker":"Alister Grigg","startTime":563.67,"endTime":567.55,"body":"an overall outcome and they want to"},{"speaker":"Alister Grigg","startTime":563.67,"endTime":567.55,"body":"know what you do in their context."},{"speaker":"Alister Grigg","startTime":567.56,"endTime":572.06,"body":"So you've got to translate what you do"},{"speaker":"Alister Grigg","startTime":567.56,"endTime":572.06,"body":"and what your solutions do for a customer."},{"speaker":"Alister Grigg","startTime":572.06,"endTime":575.269,"body":"So what is it that a customer"},{"speaker":"Alister Grigg","startTime":572.06,"endTime":575.269,"body":"actually is looking to get out of"},{"speaker":"Alister Grigg","startTime":575.6,"endTime":578.669,"body":"the relationship with not just your"},{"speaker":"Alister Grigg","startTime":575.6,"endTime":578.669,"body":"products, but with you, the company."},{"speaker":"Alister Grigg","startTime":578.849,"endTime":579.769,"body":"So that's really important."},{"speaker":"Alister Grigg","startTime":580.244,"endTime":584.295,"body":"But it's also important for us to be able"},{"speaker":"Alister Grigg","startTime":580.244,"endTime":584.295,"body":"to understand the sorts of, uh, vision"},{"speaker":"Alister Grigg","startTime":584.295,"endTime":588.894,"body":"that we have in the outcomes that the"},{"speaker":"Alister Grigg","startTime":584.295,"endTime":588.894,"body":"customers are achieving with the products."},{"speaker":"Alister Grigg","startTime":589.204,"endTime":591.254,"body":"So the brand story does that for you."},{"speaker":"Alister Grigg","startTime":591.274,"endTime":595.424,"body":"It gives you the ability to be able to,"},{"speaker":"Alister Grigg","startTime":591.274,"endTime":595.424,"body":"to visualize the end state, if you like."},{"speaker":"Alister Grigg","startTime":595.444,"endTime":598.394,"body":"So you can explain it more clearly,"},{"speaker":"Alister Grigg","startTime":595.444,"endTime":598.394,"body":"but in words that the customer is"},{"speaker":"Alister Grigg","startTime":598.394,"endTime":601.655,"body":"comfortable with, um, that they don't"},{"speaker":"Alister Grigg","startTime":598.394,"endTime":601.655,"body":"feel that being overly solved to."},{"speaker":"Alister Grigg","startTime":602.16,"endTime":602.28,"body":"You know,"},{"speaker":"Simon Harvey","startTime":602.63,"endTime":604.79,"body":"you mentioned then"},{"speaker":"Simon Harvey","startTime":602.63,"endTime":604.79,"body":"that before you reviewed the way you"},{"speaker":"Simon Harvey","startTime":604.79,"endTime":608.12,"body":"talk to customers, there were times"},{"speaker":"Simon Harvey","startTime":604.79,"endTime":608.12,"body":"when they didn't understand exactly"},{"speaker":"Simon Harvey","startTime":608.12,"endTime":609.7,"body":"what you were trying to get across."},{"speaker":"Simon Harvey","startTime":609.76,"endTime":612.93,"body":"You know, when you know you've got the"},{"speaker":"Simon Harvey","startTime":609.76,"endTime":612.93,"body":"perfect prospect lined up and you know"},{"speaker":"Simon Harvey","startTime":612.95,"endTime":617.3,"body":"that they could absolutely benefit and"},{"speaker":"Simon Harvey","startTime":612.95,"endTime":617.3,"body":"use Fassman's products and services."},{"speaker":"Simon Harvey","startTime":617.67,"endTime":619.049,"body":"How did that make you feel?"},{"speaker":"Simon Harvey","startTime":619.459,"endTime":622.54,"body":"You know, how did it make you feel"},{"speaker":"Simon Harvey","startTime":619.459,"endTime":622.54,"body":"when they just don't engage with you"},{"speaker":"Simon Harvey","startTime":622.54,"endTime":626.43,"body":"because maybe they didn't understand"},{"speaker":"Simon Harvey","startTime":622.54,"endTime":626.43,"body":"the benefits or didn't see the"},{"speaker":"Simon Harvey","startTime":626.43,"endTime":627.93,"body":"problem that you were trying to solve?"},{"speaker":"Simon Harvey","startTime":628.14,"endTime":628.76,"body":"Well, it doesn't make"},{"speaker":"Alister Grigg","startTime":628.76,"endTime":629.76,"body":"you feel"},{"speaker":"Alister Grigg","startTime":628.76,"endTime":629.76,"body":"very good, does it?"},{"speaker":"Alister Grigg","startTime":629.76,"endTime":632.5,"body":"Because you've put a lot of effort and"},{"speaker":"Alister Grigg","startTime":629.76,"endTime":632.5,"body":"work into your products over the years,"},{"speaker":"Alister Grigg","startTime":632.81,"endTime":635.96,"body":"and into your company, and then, and you"},{"speaker":"Alister Grigg","startTime":632.81,"endTime":635.96,"body":"see the customers who are successful,"},{"speaker":"Alister Grigg","startTime":636.299,"endTime":638.56,"body":"and when you break down why they're"},{"speaker":"Alister Grigg","startTime":636.299,"endTime":638.56,"body":"using your products, and what they're"},{"speaker":"Alister Grigg","startTime":638.57,"endTime":641.629,"body":"getting out of them, and then you look"},{"speaker":"Alister Grigg","startTime":638.57,"endTime":641.629,"body":"at other customers or other prospects"},{"speaker":"Alister Grigg","startTime":641.99,"endTime":644.11,"body":"you're talking to, and they don't get it."},{"speaker":"Alister Grigg","startTime":644.45,"endTime":647.01,"body":"When you send a message to somebody,"},{"speaker":"Alister Grigg","startTime":644.45,"endTime":647.01,"body":"it's always your job to make sure that it"},{"speaker":"Alister Grigg","startTime":647.2,"endTime":649.25,"body":"gets to them in a way they can consume."},{"speaker":"Alister Grigg","startTime":649.62,"endTime":653.09,"body":"So, you've got to look at yourself first,"},{"speaker":"Alister Grigg","startTime":649.62,"endTime":653.09,"body":"if you believe your message is correct."},{"speaker":"Alister Grigg","startTime":653.52,"endTime":655.92,"body":"And you believe that the"},{"speaker":"Alister Grigg","startTime":653.52,"endTime":655.92,"body":"product is appropriate for them."},{"speaker":"Alister Grigg","startTime":656.14,"endTime":660.089,"body":"And I think it's incumbent on you, the"},{"speaker":"Alister Grigg","startTime":656.14,"endTime":660.089,"body":"person sending the message to look at how"},{"speaker":"Alister Grigg","startTime":660.089,"endTime":664.579,"body":"you're sending it, because if a message"},{"speaker":"Alister Grigg","startTime":660.089,"endTime":664.579,"body":"is not received, that makes you feel"},{"speaker":"Simon Harvey","startTime":664.6,"endTime":665.24,"body":"frustrated."},{"speaker":"Simon Harvey","startTime":665.46,"endTime":665.75,"body":"Yep."},{"speaker":"Simon Harvey","startTime":665.81,"endTime":666.73,"body":"Very much so."},{"speaker":"Simon Harvey","startTime":666.949,"endTime":668.16,"body":"And I think you're absolutely right."},{"speaker":"Simon Harvey","startTime":668.18,"endTime":671.939,"body":"It's up to us as marketers and salespeople"},{"speaker":"Simon Harvey","startTime":668.18,"endTime":671.939,"body":"to make sure that our prospects and"},{"speaker":"Simon Harvey","startTime":671.939,"endTime":673.68,"body":"customers understand our message."},{"speaker":"Simon Harvey","startTime":673.725,"endTime":679.115,"body":"In this age of social media, memes and"},{"speaker":"Simon Harvey","startTime":673.725,"endTime":679.115,"body":"other quick consumables, people don't"},{"speaker":"Simon Harvey","startTime":679.125,"endTime":680.454,"body":"sit and read for hours these days."},{"speaker":"Simon Harvey","startTime":680.454,"endTime":681.454,"body":"You're absolutely right."},{"speaker":"Simon Harvey","startTime":681.665,"endTime":684.515,"body":"You know, they want to see a message"},{"speaker":"Simon Harvey","startTime":681.665,"endTime":684.515,"body":"and understand it quickly, and if they"},{"speaker":"Simon Harvey","startTime":684.544,"endTime":686.405,"body":"don't, they're off to something else."},{"speaker":"Simon Harvey","startTime":686.574,"endTime":688.964,"body":"I think the other thing that you"},{"speaker":"Simon Harvey","startTime":686.574,"endTime":688.964,"body":"said in there is insightful as well."},{"speaker":"Simon Harvey","startTime":689.214,"endTime":691.065,"body":"It's our job to explain that for sure."},{"speaker":"Simon Harvey","startTime":691.66,"endTime":694.9,"body":"So, back to you, what was the tipping"},{"speaker":"Simon Harvey","startTime":691.66,"endTime":694.9,"body":"point for Fassman in the end, what"},{"speaker":"Simon Harvey","startTime":694.9,"endTime":698.26,"body":"made you finally decide to embrace"},{"speaker":"Simon Harvey","startTime":694.9,"endTime":698.26,"body":"Story and update your messaging?"},{"speaker":"Simon Harvey","startTime":698.54,"endTime":699.189,"body":"The timing"},{"speaker":"Alister Grigg","startTime":699.47,"endTime":701.63,"body":"coincided really"},{"speaker":"Alister Grigg","startTime":699.47,"endTime":701.63,"body":"well because at the same time as"},{"speaker":"Alister Grigg","startTime":701.63,"endTime":704.8,"body":"we started working with you on"},{"speaker":"Alister Grigg","startTime":701.63,"endTime":704.8,"body":"the brand story, we packaged the"},{"speaker":"Alister Grigg","startTime":704.8,"endTime":706.36,"body":"products up into solution sets."},{"speaker":"Alister Grigg","startTime":706.55,"endTime":709.72,"body":"We've always had solutions, I mean,"},{"speaker":"Alister Grigg","startTime":706.55,"endTime":709.72,"body":"we've always presented solutions,"},{"speaker":"Alister Grigg","startTime":710.069,"endTime":712.49,"body":"but we've never thought of it and"},{"speaker":"Alister Grigg","startTime":710.069,"endTime":712.49,"body":"presented it the same way that we"},{"speaker":"Alister Grigg","startTime":712.52,"endTime":714.069,"body":"decided to do this time around."},{"speaker":"Alister Grigg","startTime":714.09,"endTime":718.08,"body":"We were able to use the brand story"},{"speaker":"Alister Grigg","startTime":714.09,"endTime":718.08,"body":"approach as part of the launch process,"},{"speaker":"Alister Grigg","startTime":718.08,"endTime":720.459,"body":"if you like, for those solution sets."},{"speaker":"Alister Grigg","startTime":720.86,"endTime":724.72,"body":"So for what we present now, it's"},{"speaker":"Alister Grigg","startTime":720.86,"endTime":724.72,"body":"quite different to what it was six,"},{"speaker":"Simon Harvey","startTime":724.83,"endTime":725.5,"body":"eight months ago."},{"speaker":"Simon Harvey","startTime":725.68,"endTime":726.16,"body":"You're right."},{"speaker":"Simon Harvey","startTime":726.2,"endTime":729.82,"body":"One of the first tasks that we performed"},{"speaker":"Simon Harvey","startTime":726.2,"endTime":729.82,"body":"when you asked us to look at this was"},{"speaker":"Simon Harvey","startTime":729.82,"endTime":731.6,"body":"a review of your existing content."},{"speaker":"Simon Harvey","startTime":732.12,"endTime":735.51,"body":"And I seem to recall there was quite a"},{"speaker":"Simon Harvey","startTime":732.12,"endTime":735.51,"body":"large disconnect between the messages"},{"speaker":"Simon Harvey","startTime":735.51,"endTime":739.859,"body":"that people were seeing on the website"},{"speaker":"Simon Harvey","startTime":735.51,"endTime":739.859,"body":"and what your sales guys were presenting"},{"speaker":"Simon Harvey","startTime":739.859,"endTime":741.639,"body":"to them in their own presentations."},{"speaker":"Simon Harvey","startTime":742.025,"endTime":744.574,"body":"Some of the content we saw"},{"speaker":"Simon Harvey","startTime":742.025,"endTime":744.574,"body":"was more business focused."},{"speaker":"Simon Harvey","startTime":745.015,"endTime":748.135,"body":"Other bits were much"},{"speaker":"Simon Harvey","startTime":745.015,"endTime":748.135,"body":"more technical focused."},{"speaker":"Simon Harvey","startTime":748.585,"endTime":752.374,"body":"Everybody seemed to have their own take"},{"speaker":"Simon Harvey","startTime":748.585,"endTime":752.374,"body":"on things, their own spin, even though"},{"speaker":"Simon Harvey","startTime":752.374,"endTime":754.075,"body":"you're all trying to sell the same thing."},{"speaker":"Simon Harvey","startTime":754.485,"endTime":757.964,"body":"So yeah, I mean, it wasn't surprised"},{"speaker":"Simon Harvey","startTime":754.485,"endTime":757.964,"body":"that customers were confused really."},{"speaker":"Alister Grigg","startTime":758.285,"endTime":761.195,"body":"I think previously,"},{"speaker":"Alister Grigg","startTime":758.285,"endTime":761.195,"body":"you could see, uh, a specific"},{"speaker":"Alister Grigg","startTime":761.195,"endTime":762.505,"body":"customer would get the message, right?"},{"speaker":"Alister Grigg","startTime":762.565,"endTime":765.465,"body":"If it was the right audience and it was"},{"speaker":"Alister Grigg","startTime":762.565,"endTime":765.465,"body":"the right group of people, you could"},{"speaker":"Alister Grigg","startTime":765.465,"endTime":766.895,"body":"see the technical people would get it."},{"speaker":"Alister Grigg","startTime":767.195,"endTime":769.155,"body":"But you had to make sure you"},{"speaker":"Alister Grigg","startTime":767.195,"endTime":769.155,"body":"had those people in the room."},{"speaker":"Alister Grigg","startTime":769.575,"endTime":770.635,"body":"And that was one of the problems."},{"speaker":"Alister Grigg","startTime":770.964,"endTime":774.265,"body":"When you approach a customer, it's always"},{"speaker":"Alister Grigg","startTime":770.964,"endTime":774.265,"body":"hard to get the right people in the room."},{"speaker":"Alister Grigg","startTime":774.624,"endTime":778.494,"body":"And if your message can only be"},{"speaker":"Alister Grigg","startTime":774.624,"endTime":778.494,"body":"delivered to one group of people, then"},{"speaker":"Alister Grigg","startTime":778.495,"endTime":779.635,"body":"I think you've got a bit of a problem."},{"speaker":"Alister Grigg","startTime":779.635,"endTime":782.495,"body":"Because you need to have a message"},{"speaker":"Alister Grigg","startTime":779.635,"endTime":782.495,"body":"which is relevant to a broader"},{"speaker":"Alister Grigg","startTime":782.495,"endTime":783.845,"body":"audience inside the customers."},{"speaker":"Alister Grigg","startTime":783.855,"endTime":787.52,"body":"Because the sort of products we deal"},{"speaker":"Alister Grigg","startTime":783.855,"endTime":787.52,"body":"with, the They're not sort of, they're"},{"speaker":"Alister Grigg","startTime":787.52,"endTime":791.13,"body":"not products that are bought by someone"},{"speaker":"Alister Grigg","startTime":787.52,"endTime":791.13,"body":"over the internet using a credit card."},{"speaker":"Alister Grigg","startTime":791.49,"endTime":795.969,"body":"Um, they're generally bought by a group"},{"speaker":"Alister Grigg","startTime":791.49,"endTime":795.969,"body":"of people or get consensus across a"},{"speaker":"Alister Grigg","startTime":795.97,"endTime":799.47,"body":"group of people before a decision is"},{"speaker":"Alister Grigg","startTime":795.97,"endTime":799.47,"body":"made to implement them and use them."},{"speaker":"Simon Harvey","startTime":799.68,"endTime":801.83,"body":"Yeah, that idea"},{"speaker":"Simon Harvey","startTime":799.68,"endTime":801.83,"body":"that technical people in the room"},{"speaker":"Simon Harvey","startTime":801.96,"endTime":804.809,"body":"aren't the ones to hold the credit"},{"speaker":"Simon Harvey","startTime":801.96,"endTime":804.809,"body":"cards is absolutely spot on."},{"speaker":"Simon Harvey","startTime":805.109,"endTime":808.46,"body":"I think many of the new business owners"},{"speaker":"Simon Harvey","startTime":805.109,"endTime":808.46,"body":"that we talk with as well overlook that"},{"speaker":"Simon Harvey","startTime":808.46,"endTime":809.95,"body":"when they're working on their pitches."},{"speaker":"Simon Harvey","startTime":810.339,"endTime":813.06,"body":"This is something that I know we went"},{"speaker":"Simon Harvey","startTime":810.339,"endTime":813.06,"body":"through with you Alistair but let me"},{"speaker":"Simon Harvey","startTime":813.06,"endTime":816.13,"body":"introduce the storytelling framework"},{"speaker":"Simon Harvey","startTime":813.06,"endTime":816.13,"body":"that we use to our listeners that"},{"speaker":"Simon Harvey","startTime":816.14,"endTime":817.63,"body":"maybe aren't so familiar with it."},{"speaker":"Simon Harvey","startTime":817.849,"endTime":819.77,"body":"So it consists of seven simple steps."},{"speaker":"Simon Harvey","startTime":820.07,"endTime":822.91,"body":"I'm not going to try and go through them"},{"speaker":"Simon Harvey","startTime":820.07,"endTime":822.91,"body":"all here but I'll give you a link for"},{"speaker":"Simon Harvey","startTime":822.91,"endTime":825.589,"body":"those that are interested at the end of"},{"speaker":"Simon Harvey","startTime":822.91,"endTime":825.589,"body":"the podcast where you can learn more."},{"speaker":"Simon Harvey","startTime":826.105,"endTime":829.265,"body":"So step one is to be really clear"},{"speaker":"Simon Harvey","startTime":826.105,"endTime":829.265,"body":"as to who the hero of the story is."},{"speaker":"Simon Harvey","startTime":829.545,"endTime":832.465,"body":"Look at the target audience"},{"speaker":"Simon Harvey","startTime":829.545,"endTime":832.465,"body":"and create your story for them."},{"speaker":"Simon Harvey","startTime":832.575,"endTime":834.645,"body":"As you mentioned Alistair,"},{"speaker":"Simon Harvey","startTime":832.575,"endTime":834.645,"body":"it's unlikely that that's going"},{"speaker":"Simon Harvey","startTime":834.645,"endTime":835.795,"body":"to be the technical person."},{"speaker":"Simon Harvey","startTime":836.075,"endTime":840.685,"body":"It's more likely to be someone managerial"},{"speaker":"Simon Harvey","startTime":836.075,"endTime":840.685,"body":"or in a decision making role of some sort."},{"speaker":"Simon Harvey","startTime":840.905,"endTime":844.329,"body":"Step two is that you've got to"},{"speaker":"Simon Harvey","startTime":840.905,"endTime":844.329,"body":"understand what the problem is."},{"speaker":"Simon Harvey","startTime":844.56,"endTime":847.48,"body":"Or in other words, what challenges"},{"speaker":"Simon Harvey","startTime":844.56,"endTime":847.48,"body":"are they trying to overcome?"},{"speaker":"Simon Harvey","startTime":847.65,"endTime":850.72,"body":"This is really the key part of the story"},{"speaker":"Simon Harvey","startTime":847.65,"endTime":850.72,"body":"that's going to get them interested."},{"speaker":"Simon Harvey","startTime":851.44,"endTime":854.089,"body":"When they hear you talk about a"},{"speaker":"Simon Harvey","startTime":851.44,"endTime":854.089,"body":"problem and they know that they've"},{"speaker":"Simon Harvey","startTime":854.11,"endTime":857.39,"body":"got that problem, suddenly all their"},{"speaker":"Simon Harvey","startTime":854.11,"endTime":857.39,"body":"attention is going to be on you,"},{"speaker":"Simon Harvey","startTime":857.609,"endTime":860.73,"body":"because they now want to hear how"},{"speaker":"Simon Harvey","startTime":857.609,"endTime":860.73,"body":"you're going to solve that for them."},{"speaker":"Simon Harvey","startTime":860.935,"endTime":862.205,"body":"Next up, step three."},{"speaker":"Simon Harvey","startTime":862.605,"endTime":866.975,"body":"There's only one hero in any good"},{"speaker":"Simon Harvey","startTime":862.605,"endTime":866.975,"body":"story, and as that role's already"},{"speaker":"Simon Harvey","startTime":866.975,"endTime":870.394,"body":"going to be filled by our customer,"},{"speaker":"Simon Harvey","startTime":866.975,"endTime":870.394,"body":"we need to position ourselves, you"},{"speaker":"Simon Harvey","startTime":870.394,"endTime":872.115,"body":"know, our company as their guide."},{"speaker":"Simon Harvey","startTime":872.655,"endTime":876.945,"body":"So I like to think of something like"},{"speaker":"Simon Harvey","startTime":872.655,"endTime":876.945,"body":"Star Wars with Obi Wan and Yoda."},{"speaker":"Simon Harvey","startTime":877.094,"endTime":881.785,"body":"Their job and our job is to guide"},{"speaker":"Simon Harvey","startTime":877.094,"endTime":881.785,"body":"the hero and help them overcome the"},{"speaker":"Simon Harvey","startTime":881.795,"endTime":884.185,"body":"challenges that we identified previously."},{"speaker":"Simon Harvey","startTime":884.295,"endTime":885.455,"body":"Then comes step four."},{"speaker":"Simon Harvey","startTime":885.765,"endTime":887.955,"body":"This is the idea of"},{"speaker":"Simon Harvey","startTime":885.765,"endTime":887.955,"body":"giving them a clear plan."},{"speaker":"Simon Harvey","startTime":888.175,"endTime":892.215,"body":"Heroes in stories are helpless characters,"},{"speaker":"Simon Harvey","startTime":888.175,"endTime":892.215,"body":"you know, we talked about films earlier,"},{"speaker":"Simon Harvey","startTime":892.495,"endTime":894.515,"body":"and prospects are much the same as that."},{"speaker":"Simon Harvey","startTime":894.535,"endTime":898.404,"body":"We need to clearly outline a few simple"},{"speaker":"Simon Harvey","startTime":894.535,"endTime":898.404,"body":"steps that they can follow in order"},{"speaker":"Simon Harvey","startTime":898.405,"endTime":900.214,"body":"to take action and engage with us."},{"speaker":"Simon Harvey","startTime":900.335,"endTime":903.124,"body":"So, I know we went through that"},{"speaker":"Simon Harvey","startTime":900.335,"endTime":903.124,"body":"whole process with you, Alastair,"},{"speaker":"Simon Harvey","startTime":903.124,"endTime":904.705,"body":"and in a lot more detail than that."},{"speaker":"Simon Harvey","startTime":904.744,"endTime":907.775,"body":"It sounds like a lot of work and it's"},{"speaker":"Simon Harvey","startTime":904.744,"endTime":907.775,"body":"a very different approach, I know,"},{"speaker":"Simon Harvey","startTime":907.775,"endTime":909.265,"body":"to what you guys were doing before."},{"speaker":"Simon Harvey","startTime":909.405,"endTime":911.695,"body":"What were your initial thoughts"},{"speaker":"Simon Harvey","startTime":909.405,"endTime":911.695,"body":"about this approach when we"},{"speaker":"Simon Harvey","startTime":911.695,"endTime":913.145,"body":"originally introduced it to you?"},{"speaker":"Simon Harvey","startTime":913.405,"endTime":915.725,"body":"I know it was something"},{"speaker":"Simon Harvey","startTime":913.405,"endTime":915.725,"body":"that was quite new to you."},{"speaker":"Alister Grigg","startTime":916.155,"endTime":919.77,"body":"I was open to it, because"},{"speaker":"Alister Grigg","startTime":916.155,"endTime":919.77,"body":"Reality is, storytelling has always"},{"speaker":"Alister Grigg","startTime":919.77,"endTime":921.82,"body":"been part of our approach to business."},{"speaker":"Alister Grigg","startTime":921.99,"endTime":925.16,"body":"If you think about when you're talking"},{"speaker":"Alister Grigg","startTime":921.99,"endTime":925.16,"body":"to customers, or not customers,"},{"speaker":"Alister Grigg","startTime":925.16,"endTime":928.6,"body":"anybody, you're talking to business"},{"speaker":"Alister Grigg","startTime":925.16,"endTime":928.6,"body":"associates and so on, you often tell"},{"speaker":"Alister Grigg","startTime":928.6,"endTime":933.54,"body":"stories to stress a point or to give an"},{"speaker":"Alister Grigg","startTime":928.6,"endTime":933.54,"body":"example of what you're talking about."},{"speaker":"Alister Grigg","startTime":933.549,"endTime":934.38,"body":"You often do that."},{"speaker":"Alister Grigg","startTime":934.739,"endTime":937.079,"body":"But what you don't do is"},{"speaker":"Alister Grigg","startTime":934.739,"endTime":937.079,"body":"you don't have a framework."},{"speaker":"Alister Grigg","startTime":937.26,"endTime":941.27,"body":"Storytelling itself is something"},{"speaker":"Alister Grigg","startTime":937.26,"endTime":941.27,"body":"we've always, I say always,"},{"speaker":"Alister Grigg","startTime":941.3,"endTime":945.66,"body":"a lot of us do throughout our"},{"speaker":"Alister Grigg","startTime":941.3,"endTime":945.66,"body":"working career, automatically."},{"speaker":"Alister Grigg","startTime":945.79,"endTime":947.389,"body":"But we don't do it with structure."},{"speaker":"Alister Grigg","startTime":947.935,"endTime":950.594,"body":"And realistically, I'll be straight,"},{"speaker":"Alister Grigg","startTime":947.935,"endTime":950.594,"body":"it doesn't take a lot of work"},{"speaker":"Alister Grigg","startTime":950.635,"endTime":951.744,"body":"once you've got the structure."},{"speaker":"Alister Grigg","startTime":951.834,"endTime":953.545,"body":"It's actually fairly straightforward."},{"speaker":"Alister Grigg","startTime":953.635,"endTime":956.555,"body":"And as you talk about the steps,"},{"speaker":"Alister Grigg","startTime":953.635,"endTime":956.555,"body":"it's obvious that it doesn't take"},{"speaker":"Alister Grigg","startTime":956.564,"endTime":958.494,"body":"long for that to become habitual."},{"speaker":"Alister Grigg","startTime":958.514,"endTime":960.434,"body":"You just say, okay, how am"},{"speaker":"Alister Grigg","startTime":958.514,"endTime":960.434,"body":"I going to approach this?"},{"speaker":"Alister Grigg","startTime":960.434,"endTime":961.105,"body":"Who's the hero?"},{"speaker":"Alister Grigg","startTime":961.115,"endTime":961.805,"body":"Who's the villain?"},{"speaker":"Alister Grigg","startTime":962.214,"endTime":963.685,"body":"What's the success look like?"},{"speaker":"Alister Grigg","startTime":963.834,"endTime":964.474,"body":"That sort of stuff."},{"speaker":"Simon Harvey","startTime":964.504,"endTime":967.774,"body":"And yeah, I think you're"},{"speaker":"Simon Harvey","startTime":964.504,"endTime":967.774,"body":"being relatively modest there when"},{"speaker":"Simon Harvey","startTime":967.775,"endTime":969.325,"body":"you say it doesn't involve much work."},{"speaker":"Simon Harvey","startTime":969.92,"endTime":973.68,"body":"But, yeah, it really was great to see"},{"speaker":"Simon Harvey","startTime":969.92,"endTime":973.68,"body":"the whole team involved in the process."},{"speaker":"Simon Harvey","startTime":974.02,"endTime":976.97,"body":"You know, we had the development"},{"speaker":"Simon Harvey","startTime":974.02,"endTime":976.97,"body":"folk involved, we had sales people in"},{"speaker":"Simon Harvey","startTime":976.97,"endTime":980.58,"body":"the room, and we really did dig into"},{"speaker":"Simon Harvey","startTime":976.97,"endTime":980.58,"body":"the various parts of your story over"},{"speaker":"Simon Harvey","startTime":980.58,"endTime":982.15,"body":"the course of a couple of workshops."},{"speaker":"Simon Harvey","startTime":982.53,"endTime":986.52,"body":"A thing that, to me, was amazing to"},{"speaker":"Simon Harvey","startTime":982.53,"endTime":986.52,"body":"watch, though, was over that time, How"},{"speaker":"Simon Harvey","startTime":986.55,"endTime":990.68,"body":"everyone's whole concept of communication"},{"speaker":"Simon Harvey","startTime":986.55,"endTime":990.68,"body":"and how to communicate your product"},{"speaker":"Simon Harvey","startTime":990.71,"endTime":992.43,"body":"really evolved in people's mind."},{"speaker":"Simon Harvey","startTime":992.82,"endTime":996.06,"body":"It moved from these small technical"},{"speaker":"Simon Harvey","startTime":992.82,"endTime":996.06,"body":"conversations and focusing on"},{"speaker":"Simon Harvey","startTime":996.07,"endTime":1000.419,"body":"very, very specific individual"},{"speaker":"Simon Harvey","startTime":996.07,"endTime":1000.419,"body":"challenges to a much more holistic"},{"speaker":"Simon Harvey","startTime":1000.419,"endTime":1001.95,"body":"view that everybody agreed on."},{"speaker":"Simon Harvey","startTime":1002.49,"endTime":1005.39,"body":"So, how have things changed for"},{"speaker":"Simon Harvey","startTime":1002.49,"endTime":1005.39,"body":"you at the moment, Alistair?"},{"speaker":"Simon Harvey","startTime":1005.78,"endTime":1009.08,"body":"Um, you know, have you seen"},{"speaker":"Simon Harvey","startTime":1005.78,"endTime":1009.08,"body":"changes in your overall alignment?"},{"speaker":"Simon Harvey","startTime":1009.12,"endTime":1012.26,"body":"Or what's the transformation behind"},{"speaker":"Simon Harvey","startTime":1009.12,"endTime":1012.26,"body":"the scenes been within Fassman?"},{"speaker":"Simon Harvey","startTime":1012.52,"endTime":1013.209,"body":"So when we go to"},{"speaker":"Alister Grigg","startTime":1013.209,"endTime":1016.89,"body":"partners now, we can go"},{"speaker":"Alister Grigg","startTime":1013.209,"endTime":1016.89,"body":"to partners with a broader story when"},{"speaker":"Alister Grigg","startTime":1016.89,"endTime":1019.85,"body":"we go to those partners, we can talk"},{"speaker":"Alister Grigg","startTime":1016.89,"endTime":1019.85,"body":"to them about data transformation,"},{"speaker":"Alister Grigg","startTime":1020.149,"endTime":1023.17,"body":"which we which before we would"},{"speaker":"Alister Grigg","startTime":1020.149,"endTime":1023.17,"body":"just talk about a specific product."},{"speaker":"Alister Grigg","startTime":1023.499,"endTime":1025.609,"body":"So that's one area we can"},{"speaker":"Alister Grigg","startTime":1023.499,"endTime":1025.609,"body":"use it in the other area."},{"speaker":"Alister Grigg","startTime":1025.619,"endTime":1027.68,"body":"Interestingly, I think is internally."},{"speaker":"Alister Grigg","startTime":1028.199,"endTime":1030.839,"body":"So I think I mentioned to you"},{"speaker":"Alister Grigg","startTime":1028.199,"endTime":1030.839,"body":"before that we use this method."},{"speaker":"Alister Grigg","startTime":1030.85,"endTime":1032.439,"body":"Do I use this method internally now?"},{"speaker":"Alister Grigg","startTime":1033.77,"endTime":1036.79,"body":"So when I'm talking to them about why"},{"speaker":"Alister Grigg","startTime":1033.77,"endTime":1036.79,"body":"we're investing in certain areas or"},{"speaker":"Alister Grigg","startTime":1036.79,"endTime":1040.829,"body":"why are we going to market or why are"},{"speaker":"Alister Grigg","startTime":1036.79,"endTime":1040.829,"body":"we doing different things to what they"},{"speaker":"Alister Grigg","startTime":1040.829,"endTime":1044.379,"body":"would be expecting or they're used to"},{"speaker":"Alister Grigg","startTime":1040.829,"endTime":1044.379,"body":"seeing, then I actually use a little"},{"speaker":"Alister Grigg","startTime":1044.389,"endTime":1048.59,"body":"brand story approach in a micro way,"},{"speaker":"Alister Grigg","startTime":1044.389,"endTime":1048.59,"body":"you know, even just for a two minute"},{"speaker":"Alister Grigg","startTime":1048.929,"endTime":1051.019,"body":"discussion on one of our town halls."},{"speaker":"Alister Grigg","startTime":1051.469,"endTime":1052.33,"body":"I'll use the same thing."},{"speaker":"Alister Grigg","startTime":1052.459,"endTime":1053.879,"body":"I'll say, this is a current situation."},{"speaker":"Alister Grigg","startTime":1053.879,"endTime":1054.999,"body":"This is where we want to be."},{"speaker":"Alister Grigg","startTime":1054.999,"endTime":1056.6,"body":"This is the thing that's causing grief."},{"speaker":"Alister Grigg","startTime":1058.26,"endTime":1059.1,"body":"That's really cool to"},{"speaker":"Simon Harvey","startTime":1059.1,"endTime":1059.4,"body":"hear."},{"speaker":"Simon Harvey","startTime":1059.46,"endTime":1059.93,"body":"Yeah, it"},{"speaker":"Alister Grigg","startTime":1059.93,"endTime":1060.64,"body":"works really well."},{"speaker":"Alister Grigg","startTime":1060.66,"endTime":1062.65,"body":"So it's not just pure marketing."},{"speaker":"Alister Grigg","startTime":1063.129,"endTime":1066.969,"body":"It's, it's also in relationships"},{"speaker":"Alister Grigg","startTime":1063.129,"endTime":1066.969,"body":"and internal messaging."},{"speaker":"Alister Grigg","startTime":1067.15,"endTime":1070.57,"body":"You know, we do a lot of webinars,"},{"speaker":"Alister Grigg","startTime":1067.15,"endTime":1070.57,"body":"various points, and I see the results"},{"speaker":"Alister Grigg","startTime":1070.57,"endTime":1072.75,"body":"in terms of the number of people"},{"speaker":"Alister Grigg","startTime":1070.57,"endTime":1072.75,"body":"we're getting to the webinars."},{"speaker":"Alister Grigg","startTime":1073.159,"endTime":1076.09,"body":"Even when we do the simple invitations"},{"speaker":"Alister Grigg","startTime":1073.159,"endTime":1076.09,"body":"and the followups and so on."},{"speaker":"Alister Grigg","startTime":1076.37,"endTime":1080.659,"body":"I'm seeing that I'm also seeing a bigger"},{"speaker":"Alister Grigg","startTime":1076.37,"endTime":1080.659,"body":"response from our partners to those."},{"speaker":"Simon Harvey","startTime":1081.915,"endTime":1082.635,"body":"Fantastic."},{"speaker":"Simon Harvey","startTime":1082.725,"endTime":1086.314,"body":"Now it's always good to hear that the hard"},{"speaker":"Simon Harvey","startTime":1082.725,"endTime":1086.314,"body":"work was really paying off, and paying"},{"speaker":"Simon Harvey","startTime":1086.314,"endTime":1089.965,"body":"off across the board, and not just on the"},{"speaker":"Simon Harvey","startTime":1086.314,"endTime":1089.965,"body":"original website that we were working on."},{"speaker":"Simon Harvey","startTime":1090.064,"endTime":1093.574,"body":"Given how successful this has been for"},{"speaker":"Simon Harvey","startTime":1090.064,"endTime":1093.574,"body":"you, where do you think Fassman would"},{"speaker":"Simon Harvey","startTime":1093.584,"endTime":1097.284,"body":"be today if you carried on doing your"},{"speaker":"Simon Harvey","startTime":1093.584,"endTime":1097.284,"body":"marketing the way that you were before?"},{"speaker":"Alister Grigg","startTime":1097.485,"endTime":1100.055,"body":"If we kept doing what"},{"speaker":"Alister Grigg","startTime":1097.485,"endTime":1100.055,"body":"we were doing before, You know, I"},{"speaker":"Alister Grigg","startTime":1100.055,"endTime":1102.965,"body":"think we would have been fired in"},{"speaker":"Alister Grigg","startTime":1100.055,"endTime":1102.965,"body":"terms of our sort of sales model and"},{"speaker":"Alister Grigg","startTime":1102.965,"endTime":1106.715,"body":"eye operations, but I don't think we"},{"speaker":"Alister Grigg","startTime":1102.965,"endTime":1106.715,"body":"would have been as comfortable with"},{"speaker":"Alister Grigg","startTime":1106.764,"endTime":1108.085,"body":"the message we're giving to people."},{"speaker":"Alister Grigg","startTime":1108.274,"endTime":1109.835,"body":"I think we would have"},{"speaker":"Alister Grigg","startTime":1108.274,"endTime":1109.835,"body":"been piecemeal still."},{"speaker":"Alister Grigg","startTime":1109.925,"endTime":1113.065,"body":"I would have been still fighting"},{"speaker":"Alister Grigg","startTime":1109.925,"endTime":1113.065,"body":"the battles against individual"},{"speaker":"Alister Grigg","startTime":1113.124,"endTime":1115.095,"body":"people's perception on things."},{"speaker":"Alister Grigg","startTime":1115.505,"endTime":1117.024,"body":"I mean, that would be frustrating."},{"speaker":"Simon Harvey","startTime":1117.124,"endTime":1119.405,"body":"So overall, looking back"},{"speaker":"Simon Harvey","startTime":1117.124,"endTime":1119.405,"body":"at all the things that you've managed"},{"speaker":"Simon Harvey","startTime":1119.444,"endTime":1122.955,"body":"to achieve over the last months, what"},{"speaker":"Simon Harvey","startTime":1119.444,"endTime":1122.955,"body":"would you say is the biggest benefit"},{"speaker":"Simon Harvey","startTime":1122.965,"endTime":1126.615,"body":"that you've been getting by having a"},{"speaker":"Simon Harvey","startTime":1122.965,"endTime":1126.615,"body":"clear story that everyone's now using?"},{"speaker":"Simon Harvey","startTime":1126.885,"endTime":1127.435,"body":"A little bit more"},{"speaker":"Alister Grigg","startTime":1127.435,"endTime":1127.945,"body":"comfort."},{"speaker":"Alister Grigg","startTime":1127.965,"endTime":1132.385,"body":"Uh, a little bit more confidence,"},{"speaker":"Alister Grigg","startTime":1127.965,"endTime":1132.385,"body":"I'd say a fair bit more confidence"},{"speaker":"Alister Grigg","startTime":1132.385,"endTime":1135.455,"body":"actually, not just a little bit, a fair"},{"speaker":"Alister Grigg","startTime":1132.385,"endTime":1135.455,"body":"bit more confidence that we actually"},{"speaker":"Alister Grigg","startTime":1135.455,"endTime":1139.795,"body":"add value to our customers and we"},{"speaker":"Alister Grigg","startTime":1135.455,"endTime":1139.795,"body":"as an organization deliver value."},{"speaker":"Alister Grigg","startTime":1140.155,"endTime":1141.654,"body":"I think that's probably the biggest thing."},{"speaker":"Alister Grigg","startTime":1141.954,"endTime":1147.094,"body":"It's allowed us to have a better clarity"},{"speaker":"Alister Grigg","startTime":1141.954,"endTime":1147.094,"body":"around the solutions, the products,"},{"speaker":"Alister Grigg","startTime":1147.095,"endTime":1148.995,"body":"the value that we provide to customers."},{"speaker":"Alister Grigg","startTime":1149.48,"endTime":1153.15,"body":"And to use that internally"},{"speaker":"Alister Grigg","startTime":1149.48,"endTime":1153.15,"body":"and externally to present our"},{"speaker":"Alister Grigg","startTime":1153.15,"endTime":1154.43,"body":"message more clearly and more"},{"speaker":"Simon Harvey","startTime":1154.43,"endTime":1155.08,"body":"confidently."},{"speaker":"Simon Harvey","startTime":1155.25,"endTime":1156.53,"body":"I like the word confidence."},{"speaker":"Simon Harvey","startTime":1156.53,"endTime":1157.94,"body":"Yeah, I definitely like that."},{"speaker":"Simon Harvey","startTime":1158.06,"endTime":1161.739,"body":"It's amazing how that makes you feel when"},{"speaker":"Simon Harvey","startTime":1158.06,"endTime":1161.739,"body":"suddenly you find the confidence that what"},{"speaker":"Simon Harvey","startTime":1161.739,"endTime":1163.88,"body":"you're selling is really what people want."},{"speaker":"Simon Harvey","startTime":1164.01,"endTime":1166.86,"body":"So Alistair, before we wrap up, if"},{"speaker":"Simon Harvey","startTime":1164.01,"endTime":1166.86,"body":"there's other business leaders out"},{"speaker":"Simon Harvey","startTime":1166.86,"endTime":1171.14,"body":"there that are suffering from the same"},{"speaker":"Simon Harvey","startTime":1166.86,"endTime":1171.14,"body":"sorts of challenges as Fassbund was,"},{"speaker":"Simon Harvey","startTime":1171.24,"endTime":1172.91,"body":"what would be your message to them?"},{"speaker":"Alister Grigg","startTime":1173.28,"endTime":1174.39,"body":"Why haven't"},{"speaker":"Alister Grigg","startTime":1173.28,"endTime":1174.39,"body":"you done it already?"},{"speaker":"Alister Grigg","startTime":1174.66,"endTime":1175.92,"body":"It seems like an obvious thing."},{"speaker":"Alister Grigg","startTime":1175.939,"endTime":1176.91,"body":"Honestly, it does."},{"speaker":"Alister Grigg","startTime":1177.01,"endTime":1178.21,"body":"My message to them was."},{"speaker":"Alister Grigg","startTime":1178.554,"endTime":1181.514,"body":"If you haven't done this, I think"},{"speaker":"Alister Grigg","startTime":1178.554,"endTime":1181.514,"body":"you're missing a golden opportunity."},{"speaker":"Alister Grigg","startTime":1181.514,"endTime":1184.408,"body":"If you haven't done this type of"},{"speaker":"Alister Grigg","startTime":1181.514,"endTime":1184.408,"body":"thing, you're missing out on one of"},{"speaker":"Alister Grigg","startTime":1184.408,"endTime":1187.514,"body":"the, one of the single central things"},{"speaker":"Alister Grigg","startTime":1184.408,"endTime":1187.514,"body":"you can do, which provides clarity"},{"speaker":"Alister Grigg","startTime":1187.514,"endTime":1188.725,"body":"around how you run your business."},{"speaker":"Alister Grigg","startTime":1189.135,"endTime":1192.925,"body":"And I think if we look back at ourselves"},{"speaker":"Alister Grigg","startTime":1189.135,"endTime":1192.925,"body":"as business leaders, And if we're not"},{"speaker":"Alister Grigg","startTime":1192.925,"endTime":1196.395,"body":"doing this, then I think it's fair to say"},{"speaker":"Alister Grigg","startTime":1192.925,"endTime":1196.395,"body":"you're failing at people, you know, you're"},{"speaker":"Alister Grigg","startTime":1196.395,"endTime":1199.525,"body":"failing your customers, you're failing"},{"speaker":"Alister Grigg","startTime":1196.395,"endTime":1199.525,"body":"your staff, you're failing your team,"},{"speaker":"Alister Grigg","startTime":1199.885,"endTime":1204.595,"body":"because that clarity of mission, that"},{"speaker":"Alister Grigg","startTime":1199.885,"endTime":1204.595,"body":"clarity of story is one of the central"},{"speaker":"Alister Grigg","startTime":1204.625,"endTime":1206.634,"body":"tenets that we have as a business leader."},{"speaker":"Alister Grigg","startTime":1206.774,"endTime":1208.585,"body":"I'd say it's kind of, you must do it."},{"speaker":"Alister Grigg","startTime":1208.785,"endTime":1212.685,"body":"Now having done it, I don't understand how"},{"speaker":"Alister Grigg","startTime":1208.785,"endTime":1212.685,"body":"we could operate without it, to be honest."},{"speaker":"Alister Grigg","startTime":1212.725,"endTime":1214.334,"body":"I think it's that central to what we do."},{"speaker":"Alister Grigg","startTime":1214.365,"endTime":1215.544,"body":"I think that's true."},{"speaker":"Simon Harvey","startTime":1215.784,"endTime":1218.274,"body":"I've got to say, I think"},{"speaker":"Simon Harvey","startTime":1215.784,"endTime":1218.274,"body":"that's a pretty powerful way to end."},{"speaker":"Simon Harvey","startTime":1218.874,"endTime":1220.574,"body":"Thank you very much for"},{"speaker":"Simon Harvey","startTime":1218.874,"endTime":1220.574,"body":"your time today, Alistair."},{"speaker":"Simon Harvey","startTime":1220.574,"endTime":1223.745,"body":"It's been great to have you on the"},{"speaker":"Simon Harvey","startTime":1220.574,"endTime":1223.745,"body":"podcast and to hear your story."},{"speaker":"Simon Harvey","startTime":1223.885,"endTime":1224.425,"body":"No problem."},{"speaker":"Simon Harvey","startTime":1224.445,"endTime":1224.814,"body":"Pleasure."},{"speaker":"Simon Harvey","startTime":1234.504,"endTime":1236.075,"body":"It was great to hear"},{"speaker":"Simon Harvey","startTime":1234.504,"endTime":1236.075,"body":"that conversation again."},{"speaker":"Simon Harvey","startTime":1236.095,"endTime":1239.535,"body":"It's a while since I recorded that,"},{"speaker":"Simon Harvey","startTime":1236.095,"endTime":1239.535,"body":"so there's a few memories came back."},{"speaker":"Simon Harvey","startTime":1239.765,"endTime":1243.215,"body":"You know, as Alistair points out,"},{"speaker":"Simon Harvey","startTime":1239.765,"endTime":1243.215,"body":"when you've got a clear story for your"},{"speaker":"Simon Harvey","startTime":1243.215,"endTime":1246.814,"body":"business, there's so many practical"},{"speaker":"Simon Harvey","startTime":1243.215,"endTime":1246.814,"body":"things that you can do with it."},{"speaker":"Simon Harvey","startTime":1246.834,"endTime":1250.834,"body":"You know, it's not just an academic"},{"speaker":"Simon Harvey","startTime":1246.834,"endTime":1250.834,"body":"exercise, it works everywhere"},{"speaker":"Simon Harvey","startTime":1250.834,"endTime":1253.884,"body":"and it's something that every"},{"speaker":"Simon Harvey","startTime":1250.834,"endTime":1253.884,"body":"small business needs to create."},{"speaker":"Simon Harvey","startTime":1254.114,"endTime":1257.334,"body":"Yeah, thanks once again for your time"},{"speaker":"Simon Harvey","startTime":1254.114,"endTime":1257.334,"body":"Alistair, it's always good to chat."},{"speaker":"Simon Harvey","startTime":1257.465,"endTime":1262.284,"body":"So, if your prospects and customers"},{"speaker":"Simon Harvey","startTime":1257.465,"endTime":1262.284,"body":"don't understand what you offer and"},{"speaker":"Simon Harvey","startTime":1262.284,"endTime":1265.165,"body":"you want help to build your brand"},{"speaker":"Simon Harvey","startTime":1262.284,"endTime":1265.165,"body":"story for yourself, then you can"},{"speaker":"Simon Harvey","startTime":1265.175,"endTime":1267.084,"body":"hire an authentic engagement coach."},{"speaker":"Simon Harvey","startTime":1267.385,"endTime":1269.065,"body":"Just go to wantauthentic."},{"speaker":"Simon Harvey","startTime":1269.105,"endTime":1272.595,"body":"com to hire a coach who will show"},{"speaker":"Simon Harvey","startTime":1269.105,"endTime":1272.595,"body":"you how to increase the clarity of"},{"speaker":"Simon Harvey","startTime":1272.595,"endTime":1276.665,"body":"your communications and give you an"},{"speaker":"Simon Harvey","startTime":1272.595,"endTime":1276.665,"body":"easier way to grow your business."},{"speaker":"Simon Harvey","startTime":1276.725,"endTime":1280.334,"body":"So we're at the point in the show again,"},{"speaker":"Simon Harvey","startTime":1276.725,"endTime":1280.334,"body":"where I like to give you a set of concrete"},{"speaker":"Simon Harvey","startTime":1280.425,"endTime":1285.434,"body":"actions that you can take to increase the"},{"speaker":"Simon Harvey","startTime":1280.425,"endTime":1285.434,"body":"effectiveness of your marketing and drive"},{"speaker":"Simon Harvey","startTime":1285.464,"endTime":1287.064,"body":"business through your sales pipeline."},{"speaker":"Simon Harvey","startTime":1287.735,"endTime":1291.255,"body":"So as it's the holiday season now, I"},{"speaker":"Simon Harvey","startTime":1287.735,"endTime":1291.255,"body":"guess it's the traditional time that"},{"speaker":"Simon Harvey","startTime":1291.265,"endTime":1295.725,"body":"most of us try and take a bit of a step"},{"speaker":"Simon Harvey","startTime":1291.265,"endTime":1295.725,"body":"away from our daily business and spend"},{"speaker":"Simon Harvey","startTime":1295.725,"endTime":1297.965,"body":"a bit of time to look after ourselves."},{"speaker":"Simon Harvey","startTime":1298.325,"endTime":1302.765,"body":"And my gift to you at this time"},{"speaker":"Simon Harvey","startTime":1298.325,"endTime":1302.765,"body":"of year is a complete brand script"},{"speaker":"Simon Harvey","startTime":1302.765,"endTime":1307.635,"body":"worksheet that you can use to create"},{"speaker":"Simon Harvey","startTime":1302.765,"endTime":1307.635,"body":"a clear story for your business."},{"speaker":"Simon Harvey","startTime":1307.764,"endTime":1310.375,"body":"So if you go to wantauthentic."},{"speaker":"Simon Harvey","startTime":1310.774,"endTime":1315.955,"body":"com slash brand script workbook,"},{"speaker":"Simon Harvey","startTime":1310.774,"endTime":1315.955,"body":"you can download a template and"},{"speaker":"Simon Harvey","startTime":1315.955,"endTime":1319.665,"body":"I'll give you a complete set of"},{"speaker":"Simon Harvey","startTime":1315.955,"endTime":1319.665,"body":"instructions on how to fill it in."},{"speaker":"Simon Harvey","startTime":1319.815,"endTime":1322.485,"body":"You know, I've written a short"},{"speaker":"Simon Harvey","startTime":1319.815,"endTime":1322.485,"body":"series of emails and they're going"},{"speaker":"Simon Harvey","startTime":1322.485,"endTime":1325.505,"body":"to tell you how exactly to complete"},{"speaker":"Simon Harvey","startTime":1322.485,"endTime":1325.505,"body":"each section of that workbook."},{"speaker":"Simon Harvey","startTime":1326.294,"endTime":1329.804,"body":"So, you know, by the time you get"},{"speaker":"Simon Harvey","startTime":1326.294,"endTime":1329.804,"body":"back into the office, you've spent"},{"speaker":"Simon Harvey","startTime":1329.814,"endTime":1331.834,"body":"some time working on your business."},{"speaker":"Simon Harvey","startTime":1331.844,"endTime":1335.574,"body":"You've spent some time helping yourself"},{"speaker":"Simon Harvey","startTime":1331.844,"endTime":1335.574,"body":"and helping your business, and you're"},{"speaker":"Simon Harvey","startTime":1335.574,"endTime":1340.004,"body":"going to be ready to explain to all"},{"speaker":"Simon Harvey","startTime":1335.574,"endTime":1340.004,"body":"your prospects how you help them too."},{"speaker":"Simon Harvey","startTime":1340.314,"endTime":1343.994,"body":"So that's all for today's episode"},{"speaker":"Simon Harvey","startTime":1340.314,"endTime":1343.994,"body":"of the Authentic Marketing Podcast."},{"speaker":"Simon Harvey","startTime":1343.995,"endTime":1347.245,"body":"Thanks once again, as always, for"},{"speaker":"Simon Harvey","startTime":1343.995,"endTime":1347.245,"body":"listening, and don't forget to bookmark"},{"speaker":"Simon Harvey","startTime":1347.284,"endTime":1349.784,"body":"the podcast and follow me on LinkedIn."},{"speaker":"Simon Harvey","startTime":1350.284,"endTime":1351.395,"body":"You know, I love to hear."},{"speaker":"Simon Harvey","startTime":1351.635,"endTime":1355.764,"body":"What you want to know and how I'm"},{"speaker":"Simon Harvey","startTime":1351.635,"endTime":1355.764,"body":"helping your business to succeed."},{"speaker":"Simon Harvey","startTime":1356.175,"endTime":1356.955,"body":"Thanks very much."},{"speaker":"Simon Harvey","startTime":1357.024,"endTime":1358.415,"body":"And I'll see you again next time."}]}