{"version":"1.0.0","segments":[{"speaker":"Mike Verret","startTime":3.96,"endTime":7.59,"body":"And it created"},{"speaker":"Mike Verret","startTime":3.96,"endTime":7.59,"body":"consumer behaviors like dead"},{"speaker":"Mike Verret","startTime":7.59,"endTime":10.38,"body":"scrolling, where you're just"},{"speaker":"Mike Verret","startTime":7.59,"endTime":10.38,"body":"scrolling through content, and"},{"speaker":"Mike Verret","startTime":10.38,"endTime":12.96,"body":"you don't even know what you're"},{"speaker":"Mike Verret","startTime":10.38,"endTime":12.96,"body":"looking for anymore, you're just"},{"speaker":"Mike Verret","startTime":12.96,"endTime":17.67,"body":"going through it. Like those"},{"speaker":"Mike Verret","startTime":12.96,"endTime":17.67,"body":"areas of opportunity that we see"},{"speaker":"Mike Verret","startTime":17.67,"endTime":21.78,"body":"as marketing areas of"},{"speaker":"Mike Verret","startTime":17.67,"endTime":21.78,"body":"opportunity. It takes either an"},{"speaker":"Mike Verret","startTime":21.84,"endTime":25.98,"body":"unbelievable amount of"},{"speaker":"Mike Verret","startTime":21.84,"endTime":25.98,"body":"resources, or a razor sharp"},{"speaker":"Mike Verret","startTime":25.98,"endTime":30.27,"body":"story to break through it. You"},{"speaker":"Mike Verret","startTime":25.98,"endTime":30.27,"body":"know, if you think about the"},{"speaker":"Mike Verret","startTime":30.27,"endTime":33.57,"body":"comparison of Instagram versus"},{"speaker":"Mike Verret","startTime":30.27,"endTime":33.57,"body":"LinkedIn, okay, LinkedIn is"},{"speaker":"Mike Verret","startTime":33.57,"endTime":36.75,"body":"beautiful, because everybody"},{"speaker":"Mike Verret","startTime":33.57,"endTime":36.75,"body":"goes there for one purpose. But"},{"speaker":"Mike Verret","startTime":36.75,"endTime":40.77,"body":"how many purposes do people go"},{"speaker":"Mike Verret","startTime":36.75,"endTime":40.77,"body":"to Instagram for? You know? It's"},{"speaker":"Mike Verret","startTime":40.77,"endTime":44.07,"body":"networking on LinkedIn on"},{"speaker":"Mike Verret","startTime":40.77,"endTime":44.07,"body":"Instagram, it is everything."},{"speaker":"Steve Brown","startTime":44.81,"endTime":47.75,"body":"Hi, everybody."},{"speaker":"Steve Brown","startTime":44.81,"endTime":47.75,"body":"Welcome to the ROI Online"},{"speaker":"Steve Brown","startTime":47.75,"endTime":52.01,"body":"Podcast where we believe you,"},{"speaker":"Steve Brown","startTime":47.75,"endTime":52.01,"body":"the courageous entrepreneurs of"},{"speaker":"Steve Brown","startTime":52.01,"endTime":56.66,"body":"our day, are the invisible"},{"speaker":"Steve Brown","startTime":52.01,"endTime":56.66,"body":"heroes of our economy. You not"},{"speaker":"Steve Brown","startTime":56.66,"endTime":59.51,"body":"only improve our world with your"},{"speaker":"Steve Brown","startTime":56.66,"endTime":59.51,"body":"ideas, your grit and your"},{"speaker":"Steve Brown","startTime":59.51,"endTime":64.22,"body":"passion, but you make our world"},{"speaker":"Steve Brown","startTime":59.51,"endTime":64.22,"body":"better. I'm Steve Brown, and"},{"speaker":"Steve Brown","startTime":64.22,"endTime":67.7,"body":"this is a place where we have"},{"speaker":"Steve Brown","startTime":64.22,"endTime":67.7,"body":"great conversations with winners"},{"speaker":"Steve Brown","startTime":67.7,"endTime":71.39,"body":"just like you while we laugh and"},{"speaker":"Steve Brown","startTime":67.7,"endTime":71.39,"body":"learn together."},{"speaker":"Steve Brown","startTime":79.07,"endTime":83.06,"body":"Mike Verret, welcome to the ROI"},{"speaker":"Steve Brown","startTime":79.07,"endTime":83.06,"body":"Online Podcast."},{"speaker":"Mike Verret","startTime":84.47,"endTime":87.32,"body":"I cannot tell you,"},{"speaker":"Mike Verret","startTime":84.47,"endTime":87.32,"body":"Steve, how excited I am to be on"},{"speaker":"Mike Verret","startTime":87.32,"endTime":88.7,"body":"thank you so much for having me."},{"speaker":"Steve Brown","startTime":89.15,"endTime":91.94,"body":"Yeah, I'm proud to"},{"speaker":"Steve Brown","startTime":89.15,"endTime":91.94,"body":"have you. So Mike, I like your"},{"speaker":"Steve Brown","startTime":91.94,"endTime":95.78,"body":"message here. The folks that are"},{"speaker":"Steve Brown","startTime":91.94,"endTime":95.78,"body":"listening, we want to catch, we"},{"speaker":"Steve Brown","startTime":95.78,"endTime":99.62,"body":"want to get the story hook in"},{"speaker":"Steve Brown","startTime":95.78,"endTime":99.62,"body":"now. And so what I love about"},{"speaker":"Steve Brown","startTime":99.62,"endTime":102.98,"body":"what you do is you're addressing"},{"speaker":"Steve Brown","startTime":99.62,"endTime":102.98,"body":"the artist challenge that every"},{"speaker":"Steve Brown","startTime":103.01,"endTime":107.69,"body":"business owner faces. And that's"},{"speaker":"Steve Brown","startTime":103.01,"endTime":107.69,"body":"how to clearly get the message"},{"speaker":"Steve Brown","startTime":107.69,"endTime":112.19,"body":"that's in their head, out and"},{"speaker":"Steve Brown","startTime":107.69,"endTime":112.19,"body":"make it understandable for the"},{"speaker":"Steve Brown","startTime":112.19,"endTime":118.61,"body":"people that they're wanting to"},{"speaker":"Steve Brown","startTime":112.19,"endTime":118.61,"body":"help. Why in the world did this"},{"speaker":"Steve Brown","startTime":118.61,"endTime":122.84,"body":"really attract you? And why did"},{"speaker":"Steve Brown","startTime":118.61,"endTime":122.84,"body":"you start to embrace this?"},{"speaker":"Mike Verret","startTime":124.43,"endTime":127.04,"body":"That's a good"},{"speaker":"Mike Verret","startTime":124.43,"endTime":127.04,"body":"question. I think, you know,"},{"speaker":"Mike Verret","startTime":127.04,"endTime":129.38,"body":"with a lot of people who own"},{"speaker":"Mike Verret","startTime":127.04,"endTime":129.38,"body":"their own business and start"},{"speaker":"Mike Verret","startTime":129.38,"endTime":133.31,"body":"their own business, it was a"},{"speaker":"Mike Verret","startTime":129.38,"endTime":133.31,"body":"question of trial and error. But"},{"speaker":"Mike Verret","startTime":133.31,"endTime":138.26,"body":"the genesis of it came from my"},{"speaker":"Mike Verret","startTime":133.31,"endTime":138.26,"body":"time at Hasbro Toys and Games,"},{"speaker":"Mike Verret","startTime":138.77,"endTime":144.02,"body":"where my role sort of"},{"speaker":"Mike Verret","startTime":138.77,"endTime":144.02,"body":"surreptitiously became the face"},{"speaker":"Mike Verret","startTime":144.02,"endTime":151.85,"body":"of Hasbro Gaming. 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My job was to"},{"speaker":"Mike Verret","startTime":159.74,"endTime":164.36,"body":"communicate to them the benefits"},{"speaker":"Mike Verret","startTime":164.36,"endTime":167.57,"body":"and the experience of what we"},{"speaker":"Mike Verret","startTime":164.36,"endTime":167.57,"body":"provide through Hasbro Games."},{"speaker":"Mike Verret","startTime":167.87,"endTime":171.38,"body":"And playing games is obviously a"},{"speaker":"Mike Verret","startTime":167.87,"endTime":171.38,"body":"very visceral experience and it,"},{"speaker":"Mike Verret","startTime":171.65,"endTime":175.31,"body":"it's supposed to bring out"},{"speaker":"Mike Verret","startTime":171.65,"endTime":175.31,"body":"elements of competition or humor"},{"speaker":"Mike Verret","startTime":175.31,"endTime":180.41,"body":"or just togetherness, right? The"},{"speaker":"Mike Verret","startTime":175.31,"endTime":180.41,"body":"interaction. 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But understanding how an"},{"speaker":"Mike Verret","startTime":221.33,"endTime":225.56,"body":"audience thinks and how to land"},{"speaker":"Mike Verret","startTime":221.33,"endTime":225.56,"body":"a message with them became the"},{"speaker":"Mike Verret","startTime":225.56,"endTime":228.53,"body":"hallmark of what I was doing in"},{"speaker":"Mike Verret","startTime":225.56,"endTime":228.53,"body":"my business career. So I sort"},{"speaker":"Mike Verret","startTime":228.53,"endTime":233.0,"body":"of, that's what I took as the"},{"speaker":"Mike Verret","startTime":228.53,"endTime":233.0,"body":"impetus for Verret \u0026 Associates"},{"speaker":"Mike Verret","startTime":233.51,"endTime":237.29,"body":"And I started out reall"},{"speaker":"Mike Verret","startTime":233.51,"endTime":237.29,"body":"focusing on presentation and ho"},{"speaker":"Mike Verret","startTime":237.29,"endTime":240.71,"body":"to write and present the way yo"},{"speaker":"Mike Verret","startTime":237.29,"endTime":240.71,"body":"think, to communicate your idea"},{"speaker":"Mike Verret","startTime":241.4,"endTime":246.29,"body":"And what I've evolved into i"},{"speaker":"Mike Verret","startTime":241.4,"endTime":246.29,"body":"more about showing businesse"},{"speaker":"Mike Verret","startTime":246.29,"endTime":249.5,"body":"how to talk about themselves"},{"speaker":"Mike Verret","startTime":246.29,"endTime":249.5,"body":"and more specifically showin"},{"speaker":"Mike Verret","startTime":249.5,"endTime":251.69,"body":"them how to talk abou"},{"speaker":"Mike Verret","startTime":249.5,"endTime":251.69,"body":"themselves in a way that get"},{"speaker":"Mike Verret","startTime":251.69,"endTime":255.65,"body":"their customer or their audienc"},{"speaker":"Mike Verret","startTime":251.69,"endTime":255.65,"body":"to say, Tell me more. So you'r"},{"speaker":"Mike Verret","startTime":255.65,"endTime":258.89,"body":"familiar with the idea of th"},{"speaker":"Mike Verret","startTime":255.65,"endTime":258.89,"body":"elevator pitch, and everybod"},{"speaker":"Mike Verret","startTime":258.89,"endTime":261.8,"body":"has heard the elevator pitch"},{"speaker":"Mike Verret","startTime":258.89,"endTime":261.8,"body":"you need to be able to say wha"},{"speaker":"Mike Verret","startTime":261.8,"endTime":266.87,"body":"you do in 10 seconds and great"},{"speaker":"Mike Verret","startTime":261.8,"endTime":266.87,"body":"My theory on that is a littl"},{"speaker":"Mike Verret","startTime":266.87,"endTime":271.55,"body":"different. It's not about tha"},{"speaker":"Mike Verret","startTime":266.87,"endTime":271.55,"body":"10 seconds, it's about how lon"},{"speaker":"Mike Verret","startTime":271.55,"endTime":274.97,"body":"that person wants to stay on th"},{"speaker":"Mike Verret","startTime":271.55,"endTime":274.97,"body":"elevator, and how many floor"},{"speaker":"Mike Verret","startTime":274.97,"endTime":278.72,"body":"they would go up with yo"},{"speaker":"Mike Verret","startTime":274.97,"endTime":278.72,"body":"listening to it. So in order t"},{"speaker":"Mike Verret","startTime":278.72,"endTime":281.9,"body":"do that there's almost a cadenc"},{"speaker":"Mike Verret","startTime":278.72,"endTime":281.9,"body":"to the information where yo"},{"speaker":"Mike Verret","startTime":281.9,"endTime":285.05,"body":"create intrigue and you let the"},{"speaker":"Mike Verret","startTime":281.9,"endTime":285.05,"body":"know what you do, but it lead"},{"speaker":"Mike Verret","startTime":285.05,"endTime":289.07,"body":"to the next question and i"},{"speaker":"Mike Verret","startTime":285.05,"endTime":289.07,"body":"leads to, here's how it works"},{"speaker":"Mike Verret","startTime":289.52,"endTime":292.61,"body":"And what I found was a lot o"},{"speaker":"Mike Verret","startTime":289.52,"endTime":292.61,"body":"organizations and a lot o"},{"speaker":"Mike Verret","startTime":292.61,"endTime":297.98,"body":"businesses have trouble crossin"},{"speaker":"Mike Verret","startTime":292.61,"endTime":297.98,"body":"that bridge. They spend a lot o"},{"speaker":"Mike Verret","startTime":297.98,"endTime":302.03,"body":"time looking at their business"},{"speaker":"Mike Verret","startTime":297.98,"endTime":302.03,"body":"It's a business that, let's sa"},{"speaker":"Mike Verret","startTime":302.03,"endTime":305.96,"body":"they started it with an idea"},{"speaker":"Mike Verret","startTime":302.03,"endTime":305.96,"body":"and that was 100% of their idea"},{"speaker":"Mike Verret","startTime":306.29,"endTime":309.95,"body":"But the second they start th"},{"speaker":"Mike Verret","startTime":306.29,"endTime":309.95,"body":"business, that idea gets erode"},{"speaker":"Mike Verret","startTime":310.28,"endTime":313.73,"body":"by things like meeting"},{"speaker":"Mike Verret","startTime":310.28,"endTime":313.73,"body":"website, or an email address, o"},{"speaker":"Mike Verret","startTime":313.73,"endTime":316.85,"body":"how am I going to market mysel"},{"speaker":"Mike Verret","startTime":313.73,"endTime":316.85,"body":"or I need to sell or I need t"},{"speaker":"Mike Verret","startTime":316.85,"endTime":321.83,"body":"build more product. So it'"},{"speaker":"Mike Verret","startTime":316.85,"endTime":321.83,"body":"constantly being eroded and cu"},{"speaker":"Mike Verret","startTime":321.86,"endTime":327.08,"body":"into, what I do is make sur"},{"speaker":"Mike Verret","startTime":321.86,"endTime":327.08,"body":"that they get back to that, the"},{"speaker":"Mike Verret","startTime":327.08,"endTime":330.95,"body":"get back to what they're bes"},{"speaker":"Mike Verret","startTime":327.08,"endTime":330.95,"body":"at, and the motivation for wh"},{"speaker":"Mike Verret","startTime":330.95,"endTime":334.64,"body":"they wanted to share this wit"},{"speaker":"Mike Verret","startTime":330.95,"endTime":334.64,"body":"people and show them that it'"},{"speaker":"Mike Verret","startTime":334.64,"endTime":339.77,"body":"not this big amorphous blob, i"},{"speaker":"Mike Verret","startTime":334.64,"endTime":339.77,"body":"you really hone down to th"},{"speaker":"Mike Verret","startTime":339.77,"endTime":343.28,"body":"story you want to tell, becaus"},{"speaker":"Mike Verret","startTime":339.77,"endTime":343.28,"body":"then everything from that stor"},{"speaker":"Mike Verret","startTime":343.28,"endTime":346.13,"body":"becomes just an expression o"},{"speaker":"Mike Verret","startTime":343.28,"endTime":346.13,"body":"it, it becomes a chapter in th"},{"speaker":"Mike Verret","startTime":346.13,"endTime":350.39,"body":"story. So I am able to hel"},{"speaker":"Mike Verret","startTime":346.13,"endTime":350.39,"body":"businesses grow through tellin"},{"speaker":"Mike Verret","startTime":350.39,"endTime":353.72,"body":"their story more effectively b"},{"speaker":"Mike Verret","startTime":350.39,"endTime":353.72,"body":"simply understanding how t"},{"speaker":"Mike Verret","startTime":353.72,"endTime":356.99,"body":"communicate with their consumer"},{"speaker":"Mike Verret","startTime":353.72,"endTime":356.99,"body":"on what differentiates them"},{"speaker":"Steve Brown","startTime":357.53,"endTime":359.57,"body":"I think it's the"},{"speaker":"Steve Brown","startTime":357.53,"endTime":359.57,"body":"biggest challenge that"},{"speaker":"Steve Brown","startTime":359.6,"endTime":364.64,"body":"businesses face, nonprofits,"},{"speaker":"Steve Brown","startTime":359.6,"endTime":364.64,"body":"parents, coaches, whatever, the"},{"speaker":"Steve Brown","startTime":364.64,"endTime":368.39,"body":"folks that lead people, I think"},{"speaker":"Steve Brown","startTime":364.64,"endTime":368.39,"body":"the biggest challenge they face"},{"speaker":"Steve Brown","startTime":368.42,"endTime":371.93,"body":"is to clearly communicate the"},{"speaker":"Steve Brown","startTime":368.42,"endTime":371.93,"body":"vision that's in your head, and"},{"speaker":"Steve Brown","startTime":371.93,"endTime":375.65,"body":"where you going. But I think"},{"speaker":"Steve Brown","startTime":371.93,"endTime":375.65,"body":"part of the thing that we you"},{"speaker":"Steve Brown","startTime":375.65,"endTime":379.79,"body":"hear folks that talk about story"},{"speaker":"Steve Brown","startTime":375.65,"endTime":379.79,"body":"is like, help you tell your"},{"speaker":"Steve Brown","startTime":379.79,"endTime":383.18,"body":"story but the problem is, we"},{"speaker":"Steve Brown","startTime":379.79,"endTime":383.18,"body":"need to figure out a way to"},{"speaker":"Steve Brown","startTime":383.18,"endTime":387.5,"body":"weave in where the folks that"},{"speaker":"Steve Brown","startTime":383.18,"endTime":387.5,"body":"we're wanting to serve, see"},{"speaker":"Steve Brown","startTime":387.5,"endTime":392.24,"body":"themselves in this story. What's"},{"speaker":"Steve Brown","startTime":387.5,"endTime":392.24,"body":"the trick?"},{"speaker":"Mike Verret","startTime":393.05,"endTime":395.63,"body":"Well, I'll give you"},{"speaker":"Mike Verret","startTime":393.05,"endTime":395.63,"body":"a wonderful example, because"},{"speaker":"Mike Verret","startTime":395.63,"endTime":398.9,"body":"it's one of the best examples"},{"speaker":"Mike Verret","startTime":395.63,"endTime":398.9,"body":"that I saw from my time at"},{"speaker":"Mike Verret","startTime":398.9,"endTime":404.75,"body":"Hasbro on how we would influence"},{"speaker":"Mike Verret","startTime":398.9,"endTime":404.75,"body":"an audience and get them to"},{"speaker":"Mike Verret","startTime":404.75,"endTime":409.46,"body":"adopt an idea as their own, or"},{"speaker":"Mike Verret","startTime":404.75,"endTime":409.46,"body":"relate to it in very personal"},{"speaker":"Mike Verret","startTime":409.46,"endTime":414.41,"body":"terms. So we were charged with"},{"speaker":"Mike Verret","startTime":409.46,"endTime":414.41,"body":"selling more of the game"},{"speaker":"Mike Verret","startTime":414.41,"endTime":418.28,"body":"Monopoly. Now if you know the"},{"speaker":"Mike Verret","startTime":414.41,"endTime":418.28,"body":"game, you know that Monopoly is"},{"speaker":"Mike Verret","startTime":418.28,"endTime":422.66,"body":"bought once for $15. And it sits"},{"speaker":"Mike Verret","startTime":418.28,"endTime":422.66,"body":"in a game cabinet for 20 years."},{"speaker":"Mike Verret","startTime":423.26,"endTime":426.32,"body":"So we were trying to figure out"},{"speaker":"Mike Verret","startTime":423.26,"endTime":426.32,"body":"how to drive incremental sales."},{"speaker":"Mike Verret","startTime":427.04,"endTime":429.95,"body":"And we worked with our global"},{"speaker":"Mike Verret","startTime":427.04,"endTime":429.95,"body":"Insights Team, and they gave us"},{"speaker":"Mike Verret","startTime":429.95,"endTime":433.82,"body":"a ton of insights. But we found"},{"speaker":"Mike Verret","startTime":429.95,"endTime":433.82,"body":"one that was basically from an"},{"speaker":"Mike Verret","startTime":433.82,"endTime":438.83,"body":"article a headline from an"},{"speaker":"Mike Verret","startTime":433.82,"endTime":438.83,"body":"article online poll, 50% of"},{"speaker":"Mike Verret","startTime":438.83,"endTime":445.04,"body":"people cheat when they play"},{"speaker":"Mike Verret","startTime":438.83,"endTime":445.04,"body":"Monopoly. So our first slide to"},{"speaker":"Mike Verret","startTime":445.04,"endTime":448.64,"body":"the organization, there were 45"},{"speaker":"Mike Verret","startTime":445.04,"endTime":448.64,"body":"people in the room, was those"},{"speaker":"Mike Verret","startTime":448.64,"endTime":453.68,"body":"words, that was it. And what"},{"speaker":"Mike Verret","startTime":448.64,"endTime":453.68,"body":"happened was brilliant 45 people"},{"speaker":"Mike Verret","startTime":453.68,"endTime":457.49,"body":"started talking about"},{"speaker":"Mike Verret","startTime":453.68,"endTime":457.49,"body":"experiences where they cheated,"},{"speaker":"Mike Verret","startTime":457.49,"endTime":461.78,"body":"or somebody else cheated. And it"},{"speaker":"Mike Verret","startTime":457.49,"endTime":461.78,"body":"became very personal to them"},{"speaker":"Mike Verret","startTime":461.78,"endTime":467.15,"body":"very quickly, meaning that idea"},{"speaker":"Mike Verret","startTime":461.78,"endTime":467.15,"body":"was adopted and imprinted into"},{"speaker":"Mike Verret","startTime":467.15,"endTime":471.56,"body":"their minds, because they"},{"speaker":"Mike Verret","startTime":467.15,"endTime":471.56,"body":"related to it. The very next"},{"speaker":"Mike Verret","startTime":471.56,"endTime":475.16,"body":"slide introduced Cheaters"},{"speaker":"Mike Verret","startTime":471.56,"endTime":475.16,"body":"Edition Monopoly, which came"},{"speaker":"Mike Verret","startTime":475.16,"endTime":481.46,"body":"out, you know, a year or so ago,"},{"speaker":"Mike Verret","startTime":475.16,"endTime":481.46,"body":"but the idea was very simple. We"},{"speaker":"Mike Verret","startTime":481.46,"endTime":484.55,"body":"were encouraging people to get"},{"speaker":"Mike Verret","startTime":481.46,"endTime":484.55,"body":"away with a behavior that 50%"},{"speaker":"Mike Verret","startTime":484.58,"endTime":488.99,"body":"were already doing, and 50%"},{"speaker":"Mike Verret","startTime":484.58,"endTime":488.99,"body":"weren't. And we even introduced"},{"speaker":"Mike Verret","startTime":489.02,"endTime":492.05,"body":"\"if you get caught\", so there"},{"speaker":"Mike Verret","startTime":489.02,"endTime":492.05,"body":"were you know, these cards or"},{"speaker":"Mike Verret","startTime":492.05,"endTime":494.87,"body":"whatever to try and get away"},{"speaker":"Mike Verret","startTime":492.05,"endTime":494.87,"body":"with during the game. And if"},{"speaker":"Mike Verret","startTime":494.87,"endTime":497.63,"body":"another player caught you, we"},{"speaker":"Mike Verret","startTime":494.87,"endTime":497.63,"body":"added a handcuff to the go to"},{"speaker":"Mike Verret","startTime":497.63,"endTime":500.45,"body":"jail space. So you would"},{"speaker":"Mike Verret","startTime":497.63,"endTime":500.45,"body":"literally get cuff to the board."},{"speaker":"Mike Verret","startTime":500.96,"endTime":504.14,"body":"But the whole thing was"},{"speaker":"Mike Verret","startTime":500.96,"endTime":504.14,"body":"generated by the idea that we"},{"speaker":"Mike Verret","startTime":504.14,"endTime":508.22,"body":"got the people in the room, our"},{"speaker":"Mike Verret","startTime":504.14,"endTime":508.22,"body":"audience for this discussion, to"},{"speaker":"Mike Verret","startTime":508.22,"endTime":513.32,"body":"latch on to that one insight and"},{"speaker":"Mike Verret","startTime":508.22,"endTime":513.32,"body":"make it their own, and therein"},{"speaker":"Mike Verret","startTime":513.32,"endTime":518.15,"body":"lies the rub. If you can"},{"speaker":"Mike Verret","startTime":513.32,"endTime":518.15,"body":"understand the fact I was"},{"speaker":"Mike Verret","startTime":518.15,"endTime":521.3,"body":"telling you, everything I know"},{"speaker":"Mike Verret","startTime":518.15,"endTime":521.3,"body":"is from the movies, if you can"},{"speaker":"Mike Verret","startTime":521.3,"endTime":525.77,"body":"understand the fact that an"},{"speaker":"Mike Verret","startTime":521.3,"endTime":525.77,"body":"idea, in the movie Inception was"},{"speaker":"Mike Verret","startTime":525.77,"endTime":529.1,"body":"described as being more"},{"speaker":"Mike Verret","startTime":525.77,"endTime":529.1,"body":"contagious than any virus, and"},{"speaker":"Mike Verret","startTime":529.1,"endTime":533.39,"body":"more addictive than any drug."},{"speaker":"Mike Verret","startTime":529.1,"endTime":533.39,"body":"Because once people adopt it as"},{"speaker":"Mike Verret","startTime":533.39,"endTime":536.12,"body":"their own, they can't extricate"},{"speaker":"Mike Verret","startTime":533.39,"endTime":536.12,"body":"it, they cannot get rid of it."},{"speaker":"Mike Verret","startTime":536.84,"endTime":541.61,"body":"So what we would do is focus on"},{"speaker":"Mike Verret","startTime":536.84,"endTime":541.61,"body":"that, relatability, making them"},{"speaker":"Mike Verret","startTime":541.61,"endTime":545.66,"body":"understand what the result was"},{"speaker":"Mike Verret","startTime":541.61,"endTime":545.66,"body":"or make them think about what"},{"speaker":"Mike Verret","startTime":545.66,"endTime":550.19,"body":"the solution is, before we would"},{"speaker":"Mike Verret","startTime":545.66,"endTime":550.19,"body":"even introduce them. And that"},{"speaker":"Mike Verret","startTime":550.19,"endTime":554.06,"body":"became sort of the guideposts"},{"speaker":"Mike Verret","startTime":550.19,"endTime":554.06,"body":"for what I do now, showing"},{"speaker":"Mike Verret","startTime":554.06,"endTime":558.29,"body":"businesses that whether it's a"},{"speaker":"Mike Verret","startTime":554.06,"endTime":558.29,"body":"new business pitch, or whether"},{"speaker":"Mike Verret","startTime":558.29,"endTime":561.53,"body":"it's just a marketing"},{"speaker":"Mike Verret","startTime":558.29,"endTime":561.53,"body":"presentation, it doesn't matter,"},{"speaker":"Mike Verret","startTime":561.74,"endTime":565.07,"body":"showing them how to tell their"},{"speaker":"Mike Verret","startTime":561.74,"endTime":565.07,"body":"story in a way that's going to"},{"speaker":"Mike Verret","startTime":565.07,"endTime":569.33,"body":"get their audience to understand"},{"speaker":"Mike Verret","startTime":565.07,"endTime":569.33,"body":"it by page one or two so that"},{"speaker":"Mike Verret","startTime":569.33,"endTime":571.49,"body":"the audience is bought into the"},{"speaker":"Mike Verret","startTime":569.33,"endTime":571.49,"body":"rest of the story."},{"speaker":"Steve Brown","startTime":572.45,"endTime":579.26,"body":"So if I'm a regular"},{"speaker":"Steve Brown","startTime":572.45,"endTime":579.26,"body":"business, this seems like a big"},{"speaker":"Steve Brown","startTime":579.26,"endTime":582.44,"body":"hurdle for me, you know, I'm"},{"speaker":"Steve Brown","startTime":579.26,"endTime":582.44,"body":"like you said, I'm running a"},{"speaker":"Steve Brown","startTime":582.44,"endTime":589.07,"body":"business. I'm doing HR I'm"},{"speaker":"Steve Brown","startTime":582.44,"endTime":589.07,"body":"trying to put out fires, and I"},{"speaker":"Steve Brown","startTime":589.07,"endTime":594.92,"body":"need to be creative and think"},{"speaker":"Steve Brown","startTime":589.07,"endTime":594.92,"body":"like a movie, and somehow get an"},{"speaker":"Steve Brown","startTime":594.92,"endTime":599.06,"body":"idea implanted in the head of"},{"speaker":"Steve Brown","startTime":594.92,"endTime":599.06,"body":"the folks that I'm wanting to"},{"speaker":"Steve Brown","startTime":599.06,"endTime":599.48,"body":"help."},{"speaker":"Mike Verret","startTime":600.14,"endTime":600.68,"body":"Yes,"},{"speaker":"Steve Brown","startTime":600.71,"endTime":603.08,"body":"that's a big"},{"speaker":"Steve Brown","startTime":600.71,"endTime":603.08,"body":"hurdle, that's a big challenge."},{"speaker":"Steve Brown","startTime":603.5,"endTime":607.07,"body":"What is it that I need to do? Is"},{"speaker":"Steve Brown","startTime":603.5,"endTime":607.07,"body":"it like, if I can get them to"},{"speaker":"Steve Brown","startTime":607.07,"endTime":611.54,"body":"envision themselves in the"},{"speaker":"Steve Brown","startTime":607.07,"endTime":611.54,"body":"future utilizing my service or"},{"speaker":"Steve Brown","startTime":611.54,"endTime":615.83,"body":"my product? Is that the secret?"},{"speaker":"Mike Verret","startTime":616.55,"endTime":619.58,"body":"Well, that is a"},{"speaker":"Mike Verret","startTime":616.55,"endTime":619.58,"body":"great question. And I'm going to"},{"speaker":"Mike Verret","startTime":619.58,"endTime":624.98,"body":"answer it sort of with a visual,"},{"speaker":"Mike Verret","startTime":619.58,"endTime":624.98,"body":"if you will, and why the logo of"},{"speaker":"Mike Verret","startTime":624.98,"endTime":629.24,"body":"my company is a butterfly."},{"speaker":"Mike Verret","startTime":624.98,"endTime":629.24,"body":"Business owners imagine,"},{"speaker":"Mike Verret","startTime":629.81,"endTime":633.53,"body":"Caterpillar is being born."},{"speaker":"Mike Verret","startTime":629.81,"endTime":633.53,"body":"business owners, when they start"},{"speaker":"Mike Verret","startTime":633.53,"endTime":636.08,"body":"their business, it's like a"},{"speaker":"Mike Verret","startTime":633.53,"endTime":636.08,"body":"caterpillar being born, they are"},{"speaker":"Mike Verret","startTime":636.08,"endTime":639.02,"body":"programmed, they have to be"},{"speaker":"Mike Verret","startTime":636.08,"endTime":639.02,"body":"programmed to do certain things"},{"speaker":"Mike Verret","startTime":639.02,"endTime":643.37,"body":"so they can become a butterfly."},{"speaker":"Mike Verret","startTime":639.02,"endTime":643.37,"body":"So they're going to eat the"},{"speaker":"Mike Verret","startTime":643.37,"endTime":647.39,"body":"right leaves, they're going to"},{"speaker":"Mike Verret","startTime":643.37,"endTime":647.39,"body":"fall, they're going to eat"},{"speaker":"Mike Verret","startTime":647.39,"endTime":649.1,"body":"leaves, they're going to climb a"},{"speaker":"Mike Verret","startTime":647.39,"endTime":649.1,"body":"tree, they're going to build a"},{"speaker":"Mike Verret","startTime":649.1,"endTime":653.06,"body":"cocoon, and eventually they"},{"speaker":"Mike Verret","startTime":649.1,"endTime":653.06,"body":"become a butterfly. There's a"},{"speaker":"Mike Verret","startTime":653.06,"endTime":656.33,"body":"lot of steps in there, and they"},{"speaker":"Mike Verret","startTime":653.06,"endTime":656.33,"body":"just do them. Now, that's"},{"speaker":"Mike Verret","startTime":656.33,"endTime":658.79,"body":"exactly what we do. When we're"},{"speaker":"Mike Verret","startTime":656.33,"endTime":658.79,"body":"running our own business,"},{"speaker":"Mike Verret","startTime":658.82,"endTime":661.37,"body":"there's HR, there's accounting,"},{"speaker":"Mike Verret","startTime":658.82,"endTime":661.37,"body":"there's marketing, there's"},{"speaker":"Mike Verret","startTime":661.37,"endTime":664.16,"body":"sales, there's product"},{"speaker":"Mike Verret","startTime":661.37,"endTime":664.16,"body":"development, there's operations,"},{"speaker":"Mike Verret","startTime":664.7,"endTime":668.51,"body":"all of that becomes just the"},{"speaker":"Mike Verret","startTime":664.7,"endTime":668.51,"body":"things that we do. So when do we"},{"speaker":"Mike Verret","startTime":668.51,"endTime":671.54,"body":"have the perspective to look at"},{"speaker":"Mike Verret","startTime":668.51,"endTime":671.54,"body":"that one thing that's going to"},{"speaker":"Mike Verret","startTime":671.54,"endTime":677.18,"body":"drive us? Now, if a caterpillar"},{"speaker":"Mike Verret","startTime":671.54,"endTime":677.18,"body":"was born one out of 100, let's"},{"speaker":"Mike Verret","startTime":677.18,"endTime":681.41,"body":"say, with the perspective of a"},{"speaker":"Mike Verret","startTime":677.18,"endTime":681.41,"body":"butterfly, and could see where"},{"speaker":"Mike Verret","startTime":681.41,"endTime":686.24,"body":"the best leaves were, where the"},{"speaker":"Mike Verret","startTime":681.41,"endTime":686.24,"body":"safest tree was, where the most"},{"speaker":"Mike Verret","startTime":686.24,"endTime":689.0,"body":"sheltered place to build their"},{"speaker":"Mike Verret","startTime":686.24,"endTime":689.0,"body":"cocoon was, they would"},{"speaker":"Mike Verret","startTime":689.0,"endTime":692.45,"body":"effectively become a butterfly"},{"speaker":"Mike Verret","startTime":689.0,"endTime":692.45,"body":"faster, correct? Because they"},{"speaker":"Mike Verret","startTime":692.45,"endTime":696.95,"body":"know ahead of time, what I do is"},{"speaker":"Mike Verret","startTime":692.45,"endTime":696.95,"body":"show businesses from an outside"},{"speaker":"Mike Verret","startTime":696.95,"endTime":700.01,"body":"perspective, because it's a"},{"speaker":"Mike Verret","startTime":696.95,"endTime":700.01,"body":"forest for the trees that we're"},{"speaker":"Mike Verret","startTime":700.01,"endTime":703.7,"body":"dealing with all this stuff, I"},{"speaker":"Mike Verret","startTime":700.01,"endTime":703.7,"body":"show them how to pull out that"},{"speaker":"Mike Verret","startTime":703.7,"endTime":707.9,"body":"one thing, that story that they"},{"speaker":"Mike Verret","startTime":703.7,"endTime":707.9,"body":"can anchor to. And what that"},{"speaker":"Mike Verret","startTime":707.9,"endTime":711.86,"body":"does for them is starts to give"},{"speaker":"Mike Verret","startTime":707.9,"endTime":711.86,"body":"everything else, an element of"},{"speaker":"Mike Verret","startTime":711.86,"endTime":714.89,"body":"that story. So they're only"},{"speaker":"Mike Verret","startTime":711.86,"endTime":714.89,"body":"talking about one thing,"},{"speaker":"Mike Verret","startTime":715.13,"endTime":720.59,"body":"everything is always paying off"},{"speaker":"Mike Verret","startTime":715.13,"endTime":720.59,"body":"to it. And the magic of it isn't"},{"speaker":"Mike Verret","startTime":720.59,"endTime":725.39,"body":"magic at all, it's the fact that"},{"speaker":"Mike Verret","startTime":720.59,"endTime":725.39,"body":"I have the 30,000 foot view of"},{"speaker":"Mike Verret","startTime":725.39,"endTime":728.57,"body":"what you're up against, and"},{"speaker":"Mike Verret","startTime":725.39,"endTime":728.57,"body":"you're down in the grass, trying"},{"speaker":"Mike Verret","startTime":728.57,"endTime":732.56,"body":"to eat the leaves, trying to"},{"speaker":"Mike Verret","startTime":728.57,"endTime":732.56,"body":"climb the tree. So my job is to"},{"speaker":"Mike Verret","startTime":732.56,"endTime":736.61,"body":"really pull out what's"},{"speaker":"Mike Verret","startTime":732.56,"endTime":736.61,"body":"differentiating, how to make"},{"speaker":"Mike Verret","startTime":736.61,"endTime":740.21,"body":"that your story and effectively"},{"speaker":"Mike Verret","startTime":736.61,"endTime":740.21,"body":"make your life easier let you"},{"speaker":"Mike Verret","startTime":740.21,"endTime":743.42,"body":"focus on driving your business"},{"speaker":"Mike Verret","startTime":740.21,"endTime":743.42,"body":"the right way. And not looking"},{"speaker":"Mike Verret","startTime":743.42,"endTime":746.48,"body":"at a list of two dues every day,"},{"speaker":"Mike Verret","startTime":743.42,"endTime":746.48,"body":"I have to market, I have to do"},{"speaker":"Mike Verret","startTime":746.48,"endTime":751.04,"body":"this, I have to do that. If we"},{"speaker":"Mike Verret","startTime":746.48,"endTime":751.04,"body":"can get out of the graph level"},{"speaker":"Mike Verret","startTime":751.04,"endTime":754.19,"body":"at a little higher, we start to"},{"speaker":"Mike Verret","startTime":751.04,"endTime":754.19,"body":"understand that all of these"},{"speaker":"Mike Verret","startTime":754.19,"endTime":757.73,"body":"things are distracting us from"},{"speaker":"Mike Verret","startTime":754.19,"endTime":757.73,"body":"what we're best at. And what we"},{"speaker":"Mike Verret","startTime":757.73,"endTime":758.51,"body":"can really deliver."},{"speaker":"Steve Brown","startTime":758.99,"endTime":762.86,"body":"This is so"},{"speaker":"Steve Brown","startTime":758.99,"endTime":762.86,"body":"important because every day, you"},{"speaker":"Steve Brown","startTime":762.86,"endTime":767.24,"body":"need to realize that your"},{"speaker":"Steve Brown","startTime":762.86,"endTime":767.24,"body":"company, your messaging is up"},{"speaker":"Steve Brown","startTime":767.24,"endTime":774.08,"body":"against some highly weaponized"},{"speaker":"Steve Brown","startTime":767.24,"endTime":774.08,"body":"attention grabbing, focused,"},{"speaker":"Steve Brown","startTime":774.08,"endTime":783.44,"body":"demanding entities, Instagram,"},{"speaker":"Steve Brown","startTime":774.08,"endTime":783.44,"body":"Facebook, little kids, spouses,"},{"speaker":"Steve Brown","startTime":783.83,"endTime":789.92,"body":"bosses, all sorts of things are"},{"speaker":"Steve Brown","startTime":783.83,"endTime":789.92,"body":"demanding attention from the"},{"speaker":"Steve Brown","startTime":789.92,"endTime":792.71,"body":"folks that you want to help. And"},{"speaker":"Steve Brown","startTime":789.92,"endTime":792.71,"body":"then they're also grabbing their"},{"speaker":"Steve Brown","startTime":792.71,"endTime":797.27,"body":"focus and their attention, and"},{"speaker":"Steve Brown","startTime":792.71,"endTime":797.27,"body":"keeping it for long periods of"},{"speaker":"Steve Brown","startTime":797.27,"endTime":800.72,"body":"time. And that's what you're up"},{"speaker":"Steve Brown","startTime":797.27,"endTime":800.72,"body":"against, No matter if you're a"},{"speaker":"Steve Brown","startTime":800.72,"endTime":806.0,"body":"plumbing company, you're a"},{"speaker":"Steve Brown","startTime":800.72,"endTime":806.0,"body":"restaurant, you're all competing"},{"speaker":"Steve Brown","startTime":806.0,"endTime":811.25,"body":"against these same entities that"},{"speaker":"Steve Brown","startTime":806.0,"endTime":811.25,"body":"are highly weaponized and very"},{"speaker":"Steve Brown","startTime":811.25,"endTime":818.69,"body":"well trained. And this is so"},{"speaker":"Steve Brown","startTime":811.25,"endTime":818.69,"body":"important, if you can get this,"},{"speaker":"Steve Brown","startTime":819.41,"endTime":826.07,"body":"really clarify your messaging,"},{"speaker":"Steve Brown","startTime":819.41,"endTime":826.07,"body":"you now have an opportunity to"},{"speaker":"Steve Brown","startTime":826.07,"endTime":828.47,"body":"compete in this world."},{"speaker":"Mike Verret","startTime":829.7,"endTime":834.11,"body":"And you're talking"},{"speaker":"Mike Verret","startTime":829.7,"endTime":834.11,"body":"about areas that are so"},{"speaker":"Mike Verret","startTime":834.11,"endTime":838.7,"body":"cluttered, and have created"},{"speaker":"Mike Verret","startTime":834.11,"endTime":838.7,"body":"consumer behaviors like dead"},{"speaker":"Mike Verret","startTime":838.7,"endTime":841.58,"body":"scrolling, where you're just"},{"speaker":"Mike Verret","startTime":838.7,"endTime":841.58,"body":"scrolling through content, you"},{"speaker":"Mike Verret","startTime":841.58,"endTime":844.1,"body":"don't even know what you're"},{"speaker":"Mike Verret","startTime":841.58,"endTime":844.1,"body":"looking for anymore, you're just"},{"speaker":"Mike Verret","startTime":844.1,"endTime":848.78,"body":"going through it. Like those"},{"speaker":"Mike Verret","startTime":844.1,"endTime":848.78,"body":"areas of opportunity that we see"},{"speaker":"Mike Verret","startTime":848.78,"endTime":852.89,"body":"as marketing areas of"},{"speaker":"Mike Verret","startTime":848.78,"endTime":852.89,"body":"opportunity. It takes either an"},{"speaker":"Mike Verret","startTime":852.95,"endTime":857.09,"body":"unbelievable amount of"},{"speaker":"Mike Verret","startTime":852.95,"endTime":857.09,"body":"resources, or a razor sharp"},{"speaker":"Mike Verret","startTime":857.09,"endTime":861.38,"body":"story to break through it, you"},{"speaker":"Mike Verret","startTime":857.09,"endTime":861.38,"body":"know? If you think about the"},{"speaker":"Mike Verret","startTime":861.38,"endTime":864.68,"body":"comparison of Instagram versus"},{"speaker":"Mike Verret","startTime":861.38,"endTime":864.68,"body":"LinkedIn, okay, LinkedIn is"},{"speaker":"Mike Verret","startTime":864.68,"endTime":867.89,"body":"beautiful, because everybody"},{"speaker":"Mike Verret","startTime":864.68,"endTime":867.89,"body":"goes there for one purpose. But"},{"speaker":"Mike Verret","startTime":867.89,"endTime":871.88,"body":"how many purposes do people go"},{"speaker":"Mike Verret","startTime":867.89,"endTime":871.88,"body":"to Instagram for? You know? It's"},{"speaker":"Mike Verret","startTime":871.88,"endTime":876.11,"body":"networking on LinkedIn on"},{"speaker":"Mike Verret","startTime":871.88,"endTime":876.11,"body":"Instagram it is everything. So"},{"speaker":"Mike Verret","startTime":876.11,"endTime":878.87,"body":"if you don't have a story that's"},{"speaker":"Mike Verret","startTime":876.11,"endTime":878.87,"body":"going to connect with your"},{"speaker":"Mike Verret","startTime":878.87,"endTime":881.33,"body":"audience, you know, on their"},{"speaker":"Mike Verret","startTime":878.87,"endTime":881.33,"body":"terms in a way that they're"},{"speaker":"Mike Verret","startTime":881.33,"endTime":884.03,"body":"going to understand, and you"},{"speaker":"Mike Verret","startTime":881.33,"endTime":884.03,"body":"can't tell that story"},{"speaker":"Mike Verret","startTime":884.03,"endTime":887.24,"body":"consistently, they're going to"},{"speaker":"Mike Verret","startTime":884.03,"endTime":887.24,"body":"go to another channel, and"},{"speaker":"Mike Verret","startTime":887.24,"endTime":888.71,"body":"that's what you're up against."},{"speaker":"Mike Verret","startTime":887.24,"endTime":888.71,"body":"It's hard."},{"speaker":"Steve Brown","startTime":889.22,"endTime":892.94,"body":"The reason that"},{"speaker":"Steve Brown","startTime":889.22,"endTime":892.94,"body":"story is so important is because"},{"speaker":"Steve Brown","startTime":892.94,"endTime":897.14,"body":"our brains were designed a long"},{"speaker":"Steve Brown","startTime":892.94,"endTime":897.14,"body":"time ago, I always say, even"},{"speaker":"Steve Brown","startTime":897.14,"endTime":901.31,"body":"though our world changes, our"},{"speaker":"Steve Brown","startTime":897.14,"endTime":901.31,"body":"brains remain the same, and our"},{"speaker":"Steve Brown","startTime":901.31,"endTime":906.62,"body":"brains crave, they desire"},{"speaker":"Steve Brown","startTime":901.31,"endTime":906.62,"body":"information that honors the"},{"speaker":"Steve Brown","startTime":906.62,"endTime":911.99,"body":"rules of story. And this is why"},{"speaker":"Steve Brown","startTime":906.62,"endTime":911.99,"body":"marketing is broken. This is why"},{"speaker":"Steve Brown","startTime":911.99,"endTime":916.58,"body":"messaging is broken, is because"},{"speaker":"Steve Brown","startTime":911.99,"endTime":916.58,"body":"everyone's coming from an"},{"speaker":"Steve Brown","startTime":916.58,"endTime":922.07,"body":"industrialized perspective where"},{"speaker":"Steve Brown","startTime":916.58,"endTime":922.07,"body":"messaging is designed for a"},{"speaker":"Steve Brown","startTime":922.19,"endTime":926.54,"body":"consumer. And imagine this"},{"speaker":"Steve Brown","startTime":922.19,"endTime":926.54,"body":"consumer is basically that"},{"speaker":"Steve Brown","startTime":926.57,"endTime":930.44,"body":"mannequin at Dillards, that you"},{"speaker":"Steve Brown","startTime":926.57,"endTime":930.44,"body":"can't tell if it's a man or a"},{"speaker":"Steve Brown","startTime":930.44,"endTime":933.8,"body":"woman, but it doesn't have a"},{"speaker":"Steve Brown","startTime":930.44,"endTime":933.8,"body":"face. And so when people sit"},{"speaker":"Steve Brown","startTime":933.8,"endTime":937.13,"body":"down and design their messaging"},{"speaker":"Steve Brown","startTime":933.8,"endTime":937.13,"body":"for their company, or for a"},{"speaker":"Steve Brown","startTime":937.13,"endTime":940.61,"body":"customer, that's who they"},{"speaker":"Steve Brown","startTime":937.13,"endTime":940.61,"body":"envision, this Dillards"},{"speaker":"Steve Brown","startTime":940.61,"endTime":944.96,"body":"mannequin that happens to have a"},{"speaker":"Steve Brown","startTime":940.61,"endTime":944.96,"body":"credit card in the pocket of"},{"speaker":"Steve Brown","startTime":944.96,"endTime":949.61,"body":"whatever clothes it has hanging"},{"speaker":"Steve Brown","startTime":944.96,"endTime":949.61,"body":"on it. And that's what most"},{"speaker":"Steve Brown","startTime":949.61,"endTime":954.44,"body":"marketing has done, that's"},{"speaker":"Steve Brown","startTime":949.61,"endTime":954.44,"body":"industrialized messaging is"},{"speaker":"Steve Brown","startTime":954.47,"endTime":959.27,"body":"aimed at the Dillards mannequin,"},{"speaker":"Steve Brown","startTime":954.47,"endTime":959.27,"body":"and the rules of story, actually"},{"speaker":"Steve Brown","startTime":959.27,"endTime":963.71,"body":"turn it around and connect with"},{"speaker":"Steve Brown","startTime":959.27,"endTime":963.71,"body":"humans."},{"speaker":"Mike Verret","startTime":965.18,"endTime":967.31,"body":"It's an amazing"},{"speaker":"Mike Verret","startTime":965.18,"endTime":967.31,"body":"thing when that happens, isn't"},{"speaker":"Mike Verret","startTime":967.31,"endTime":967.55,"body":"it?"},{"speaker":"Steve Brown","startTime":967.88,"endTime":971.93,"body":"Yes. So walk us"},{"speaker":"Steve Brown","startTime":967.88,"endTime":971.93,"body":"through some examples, Mike of"},{"speaker":"Steve Brown","startTime":972.53,"endTime":976.43,"body":"how you've worked with someone"},{"speaker":"Steve Brown","startTime":972.53,"endTime":976.43,"body":"and changed this mannequin"},{"speaker":"Steve Brown","startTime":976.43,"endTime":979.04,"body":"messaging over to human"},{"speaker":"Steve Brown","startTime":976.43,"endTime":979.04,"body":"messaging?"},{"speaker":"Mike Verret","startTime":979.61,"endTime":983.96,"body":"Sure, actually the"},{"speaker":"Mike Verret","startTime":979.61,"endTime":983.96,"body":"one of the formative experiences"},{"speaker":"Mike Verret","startTime":983.96,"endTime":987.35,"body":"that I had in terms of"},{"speaker":"Mike Verret","startTime":983.96,"endTime":987.35,"body":"understanding how consumers"},{"speaker":"Mike Verret","startTime":987.35,"endTime":990.26,"body":"think and can consume"},{"speaker":"Mike Verret","startTime":987.35,"endTime":990.26,"body":"information was the character"},{"speaker":"Mike Verret","startTime":990.26,"endTime":994.61,"body":"Elmo. Everybody knows the"},{"speaker":"Mike Verret","startTime":990.26,"endTime":994.61,"body":"character Elmo, and Hasbro would"},{"speaker":"Mike Verret","startTime":994.61,"endTime":997.97,"body":"make the feature Elmo every year"},{"speaker":"Mike Verret","startTime":994.61,"endTime":997.97,"body":"whether it's to Tickle Me Elmo,"},{"speaker":"Mike Verret","startTime":997.97,"endTime":1000.52,"body":"Dance With Me Elmo, let's say"},{"speaker":"Mike Verret","startTime":997.97,"endTime":1000.52,"body":"this one's Dance With Me Elmo."},{"speaker":"Mike Verret","startTime":1001.0,"endTime":1004.72,"body":"And we spent an inordinate"},{"speaker":"Mike Verret","startTime":1001.0,"endTime":1004.72,"body":"amount of time saying mom is the"},{"speaker":"Mike Verret","startTime":1004.72,"endTime":1008.83,"body":"decision maker and the child is"},{"speaker":"Mike Verret","startTime":1004.72,"endTime":1008.83,"body":"the nag factor and all of these"},{"speaker":"Mike Verret","startTime":1008.83,"endTime":1013.21,"body":"assumptions and how did things"},{"speaker":"Mike Verret","startTime":1008.83,"endTime":1013.21,"body":"work, okay, which was leading us"},{"speaker":"Mike Verret","startTime":1013.21,"endTime":1018.31,"body":"to how we approached search"},{"speaker":"Mike Verret","startTime":1013.21,"endTime":1018.31,"body":"marketing even, all right? We"},{"speaker":"Mike Verret","startTime":1018.31,"endTime":1020.5,"body":"were under the premise that"},{"speaker":"Mike Verret","startTime":1018.31,"endTime":1020.5,"body":"we're going to market Tickle Me"},{"speaker":"Mike Verret","startTime":1020.5,"endTime":1025.69,"body":"Elmo. Until we went through this"},{"speaker":"Mike Verret","startTime":1020.5,"endTime":1025.69,"body":"exercise. A mom uses Sesame"},{"speaker":"Mike Verret","startTime":1025.69,"endTime":1029.38,"body":"Street as a device to get stuff"},{"speaker":"Mike Verret","startTime":1025.69,"endTime":1029.38,"body":"done. It is a babysitter for an"},{"speaker":"Mike Verret","startTime":1029.38,"endTime":1032.65,"body":"hour for all intents and"},{"speaker":"Mike Verret","startTime":1029.38,"endTime":1032.65,"body":"purposes, and it has been for 45"},{"speaker":"Mike Verret","startTime":1032.68,"endTime":1037.09,"body":"years or 50 years. Yeah, the mom"},{"speaker":"Mike Verret","startTime":1032.68,"endTime":1037.09,"body":"is not privy to the content"},{"speaker":"Mike Verret","startTime":1037.09,"endTime":1039.79,"body":"there. She's hearing about it"},{"speaker":"Mike Verret","startTime":1037.09,"endTime":1039.79,"body":"secondhand or knows"},{"speaker":"Mike Verret","startTime":1039.79,"endTime":1043.54,"body":"fundamentally what Sesame Street"},{"speaker":"Mike Verret","startTime":1039.79,"endTime":1043.54,"body":"is, but she's not seeing any of"},{"speaker":"Mike Verret","startTime":1043.54,"endTime":1047.77,"body":"it. She's somewhere else, this"},{"speaker":"Mike Verret","startTime":1043.54,"endTime":1047.77,"body":"is not co viewing, right? So"},{"speaker":"Mike Verret","startTime":1047.77,"endTime":1051.64,"body":"imagine she's in the kitchen,"},{"speaker":"Mike Verret","startTime":1047.77,"endTime":1051.64,"body":"and little little Jimmy comes in"},{"speaker":"Mike Verret","startTime":1051.64,"endTime":1054.64,"body":"and pulls and says, Mom, I want"},{"speaker":"Mike Verret","startTime":1051.64,"endTime":1054.64,"body":"Elmo, I want Elmo, he's three"},{"speaker":"Mike Verret","startTime":1054.64,"endTime":1059.26,"body":"years old. He's not saying I"},{"speaker":"Mike Verret","startTime":1054.64,"endTime":1059.26,"body":"want Dance With Me Elmo, he's"},{"speaker":"Mike Verret","startTime":1059.26,"endTime":1064.03,"body":"saying I want Elmo, so mom, now"},{"speaker":"Mike Verret","startTime":1059.26,"endTime":1064.03,"body":"have the decision to make, her"},{"speaker":"Mike Verret","startTime":1064.03,"endTime":1067.15,"body":"child is coming for it with"},{"speaker":"Mike Verret","startTime":1064.03,"endTime":1067.15,"body":"information. This will be"},{"speaker":"Mike Verret","startTime":1067.15,"endTime":1069.97,"body":"something that makes the child"},{"speaker":"Mike Verret","startTime":1067.15,"endTime":1069.97,"body":"happy and moreover, distracts"},{"speaker":"Mike Verret","startTime":1069.97,"endTime":1075.97,"body":"the child further. I want to get"},{"speaker":"Mike Verret","startTime":1069.97,"endTime":1075.97,"body":"it, what do I search? They're"},{"speaker":"Mike Verret","startTime":1075.97,"endTime":1079.57,"body":"not searching Dance With Me"},{"speaker":"Mike Verret","startTime":1075.97,"endTime":1079.57,"body":"Elmo, they're searching New"},{"speaker":"Mike Verret","startTime":1079.69,"endTime":1084.16,"body":"Elmo. Because that's how the"},{"speaker":"Mike Verret","startTime":1079.69,"endTime":1084.16,"body":"consumer is receiving the"},{"speaker":"Mike Verret","startTime":1084.16,"endTime":1088.09,"body":"information from a three year"},{"speaker":"Mike Verret","startTime":1084.16,"endTime":1088.09,"body":"old. \"I want Elmo\", they must"},{"speaker":"Mike Verret","startTime":1088.09,"endTime":1091.6,"body":"have seen something new, I'm"},{"speaker":"Mike Verret","startTime":1088.09,"endTime":1091.6,"body":"going to search the term New"},{"speaker":"Mike Verret","startTime":1091.84,"endTime":1096.94,"body":"Elmo not Tickle Me Elmo, not"},{"speaker":"Mike Verret","startTime":1091.84,"endTime":1096.94,"body":"Dance With Me Elmo, we were"},{"speaker":"Mike Verret","startTime":1096.94,"endTime":1100.51,"body":"missing the connection, because"},{"speaker":"Mike Verret","startTime":1096.94,"endTime":1100.51,"body":"we were thinking about how we"},{"speaker":"Mike Verret","startTime":1100.9,"endTime":1106.18,"body":"talk about it, and not how they"},{"speaker":"Mike Verret","startTime":1100.9,"endTime":1106.18,"body":"talk about it. What I have done"},{"speaker":"Mike Verret","startTime":1106.18,"endTime":1109.66,"body":"recently with companies, and"},{"speaker":"Mike Verret","startTime":1106.18,"endTime":1109.66,"body":"this is the most recent is"},{"speaker":"Mike Verret","startTime":1109.66,"endTime":1112.84,"body":"working on just their"},{"speaker":"Mike Verret","startTime":1109.66,"endTime":1112.84,"body":"capabilities, presentation,"},{"speaker":"Mike Verret","startTime":1112.9,"endTime":1117.7,"body":"okay. And making them understand"},{"speaker":"Mike Verret","startTime":1112.9,"endTime":1117.7,"body":"the simple thing that lets use a"},{"speaker":"Mike Verret","startTime":1117.7,"endTime":1121.27,"body":"resume as an example, the"},{"speaker":"Mike Verret","startTime":1117.7,"endTime":1121.27,"body":"average employer will look at a"},{"speaker":"Mike Verret","startTime":1121.27,"endTime":1125.71,"body":"resume seven to nine seconds,"},{"speaker":"Mike Verret","startTime":1121.27,"endTime":1125.71,"body":"maybe, maybe 10 seconds, yet we"},{"speaker":"Mike Verret","startTime":1125.71,"endTime":1129.1,"body":"spend all of our time writing"},{"speaker":"Mike Verret","startTime":1125.71,"endTime":1129.1,"body":"our accomplishments, they don't"},{"speaker":"Mike Verret","startTime":1129.1,"endTime":1132.73,"body":"have time to even look at it."},{"speaker":"Mike Verret","startTime":1129.1,"endTime":1132.73,"body":"Where we should be focused is"},{"speaker":"Mike Verret","startTime":1132.73,"endTime":1136.33,"body":"that one sentence at the top"},{"speaker":"Mike Verret","startTime":1132.73,"endTime":1136.33,"body":"that is going to stop them from"},{"speaker":"Mike Verret","startTime":1136.33,"endTime":1140.92,"body":"flipping and read below. So with"},{"speaker":"Mike Verret","startTime":1136.33,"endTime":1140.92,"body":"the capabilities presentation"},{"speaker":"Mike Verret","startTime":1140.92,"endTime":1144.1,"body":"with two clients that I'm"},{"speaker":"Mike Verret","startTime":1140.92,"endTime":1144.1,"body":"currently working with, their"},{"speaker":"Mike Verret","startTime":1144.1,"endTime":1148.9,"body":"capabilities are all about who"},{"speaker":"Mike Verret","startTime":1144.1,"endTime":1148.9,"body":"we are and what we've done. What"},{"speaker":"Mike Verret","startTime":1148.93,"endTime":1153.67,"body":"we focused on was showing them"},{"speaker":"Mike Verret","startTime":1148.93,"endTime":1153.67,"body":"how to reflect the Ask, the"},{"speaker":"Mike Verret","startTime":1153.67,"endTime":1157.0,"body":"objective, why we're in the room"},{"speaker":"Mike Verret","startTime":1153.67,"endTime":1157.0,"body":"to present our capabilities,"},{"speaker":"Mike Verret","startTime":1157.33,"endTime":1160.33,"body":"reflect that back to them and"},{"speaker":"Mike Verret","startTime":1157.33,"endTime":1160.33,"body":"explain to them with the real"},{"speaker":"Mike Verret","startTime":1160.33,"endTime":1164.68,"body":"world problems. You tell us you"},{"speaker":"Mike Verret","startTime":1160.33,"endTime":1164.68,"body":"want to increase your presence"},{"speaker":"Mike Verret","startTime":1164.71,"endTime":1169.36,"body":"on social media through paid and"},{"speaker":"Mike Verret","startTime":1164.71,"endTime":1169.36,"body":"organic such. What we're telling"},{"speaker":"Mike Verret","startTime":1169.36,"endTime":1173.62,"body":"you is you can't just increase"},{"speaker":"Mike Verret","startTime":1169.36,"endTime":1173.62,"body":"your presence you need to build"},{"speaker":"Mike Verret","startTime":1173.71,"endTime":1177.97,"body":"your social home. We are home"},{"speaker":"Mike Verret","startTime":1173.71,"endTime":1177.97,"body":"builders, that's what we do."},{"speaker":"Mike Verret","startTime":1178.33,"endTime":1181.66,"body":"Here's your challenge, here's"},{"speaker":"Mike Verret","startTime":1178.33,"endTime":1181.66,"body":"the solution. Then I share with"},{"speaker":"Mike Verret","startTime":1181.66,"endTime":1186.31,"body":"you what the work is to validate"},{"speaker":"Mike Verret","startTime":1181.66,"endTime":1186.31,"body":"it. It is not the first thing to"},{"speaker":"Mike Verret","startTime":1186.31,"endTime":1190.03,"body":"lead with. What happened there"},{"speaker":"Mike Verret","startTime":1186.31,"endTime":1190.03,"body":"was five people presenting"},{"speaker":"Mike Verret","startTime":1190.03,"endTime":1194.92,"body":"capabilities, five companies,"},{"speaker":"Mike Verret","startTime":1190.03,"endTime":1194.92,"body":"theirs was the only one that"},{"speaker":"Mike Verret","startTime":1194.92,"endTime":1200.2,"body":"addressed the issue that was at"},{"speaker":"Mike Verret","startTime":1194.92,"endTime":1200.2,"body":"hand, they related it to the"},{"speaker":"Mike Verret","startTime":1200.2,"endTime":1204.67,"body":"consumer, I mean to the client"},{"speaker":"Mike Verret","startTime":1200.2,"endTime":1204.67,"body":"by explaining, in very simple"},{"speaker":"Mike Verret","startTime":1204.67,"endTime":1209.17,"body":"terms, this scrolling is"},{"speaker":"Mike Verret","startTime":1204.67,"endTime":1209.17,"body":"something we all experience. And"},{"speaker":"Mike Verret","startTime":1209.17,"endTime":1212.38,"body":"if you don't build your social"},{"speaker":"Mike Verret","startTime":1209.17,"endTime":1212.38,"body":"home right, that's what's going"},{"speaker":"Mike Verret","startTime":1212.38,"endTime":1216.04,"body":"to keep happening, you need to"},{"speaker":"Mike Verret","startTime":1212.38,"endTime":1216.04,"body":"stop the scroll. And we had them"},{"speaker":"Mike Verret","startTime":1216.04,"endTime":1220.48,"body":"right away. Point being, stop"},{"speaker":"Mike Verret","startTime":1216.04,"endTime":1220.48,"body":"the scroll. So we gave them"},{"speaker":"Mike Verret","startTime":1220.48,"endTime":1223.51,"body":"something to anchor the"},{"speaker":"Mike Verret","startTime":1220.48,"endTime":1223.51,"body":"consumer, the customers mind to,"},{"speaker":"Mike Verret","startTime":1223.93,"endTime":1226.66,"body":"and then told the market"},{"speaker":"Mike Verret","startTime":1223.93,"endTime":1226.66,"body":"validation in our story."},{"speaker":"Steve Brown","startTime":1228.46,"endTime":1230.53,"body":"Hey, I wanted to"},{"speaker":"Steve Brown","startTime":1228.46,"endTime":1230.53,"body":"pause right here and tell you"},{"speaker":"Steve Brown","startTime":1230.53,"endTime":1234.34,"body":"about a book that you need to"},{"speaker":"Steve Brown","startTime":1230.53,"endTime":1234.34,"body":"get today. 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And I wrote it just"},{"speaker":"Steve Brown","startTime":1246.85,"endTime":1250.42,"body":"for you, because I want to help"},{"speaker":"Steve Brown","startTime":1250.42,"endTime":1255.13,"body":"you get past the last hurdles of"},{"speaker":"Steve Brown","startTime":1250.42,"endTime":1255.13,"body":"setting up your business and"},{"speaker":"Steve Brown","startTime":1255.13,"endTime":1259.63,"body":"getting it squared away. I wrote"},{"speaker":"Steve Brown","startTime":1255.13,"endTime":1259.63,"body":"it so that you can avoid time,"},{"speaker":"Steve Brown","startTime":1259.69,"endTime":1264.58,"body":"wasting time, wasting money,"},{"speaker":"Steve Brown","startTime":1259.69,"endTime":1264.58,"body":"wasting frustration. Get the"},{"speaker":"Steve Brown","startTime":1264.58,"endTime":1268.39,"body":"book on Audible, you can get it"},{"speaker":"Steve Brown","startTime":1264.58,"endTime":1268.39,"body":"on Kindle, you can get it on"},{"speaker":"Steve Brown","startTime":1268.42,"endTime":1271.99,"body":"Amazon, but get the book, take"},{"speaker":"Steve Brown","startTime":1268.42,"endTime":1271.99,"body":"advantage of the insights in"},{"speaker":"Steve Brown","startTime":1271.99,"endTime":1277.45,"body":"there, and let me know what you"},{"speaker":"Steve Brown","startTime":1271.99,"endTime":1277.45,"body":"think. And now back to this"},{"speaker":"Steve Brown","startTime":1277.51,"endTime":1278.71,"body":"excellent episode."},{"speaker":"Steve Brown","startTime":1280.81,"endTime":1285.82,"body":"So think about that, your resume"},{"speaker":"Steve Brown","startTime":1280.81,"endTime":1285.82,"body":"is going in, basically your"},{"speaker":"Steve Brown","startTime":1285.82,"endTime":1289.78,"body":"resume is like an Instagram"},{"speaker":"Steve Brown","startTime":1285.82,"endTime":1289.78,"body":"post. But if you think about how"},{"speaker":"Steve Brown","startTime":1289.78,"endTime":1296.29,"body":"you look at Instagram, that"},{"speaker":"Steve Brown","startTime":1289.78,"endTime":1296.29,"body":"scroll, sometimes you're pushing"},{"speaker":"Steve Brown","startTime":1296.29,"endTime":1300.58,"body":"it where it's like rolling, and"},{"speaker":"Steve Brown","startTime":1296.29,"endTime":1300.58,"body":"you're not even stopping at each"},{"speaker":"Steve Brown","startTime":1300.58,"endTime":1304.78,"body":"post, you're just rolling. And"},{"speaker":"Steve Brown","startTime":1300.58,"endTime":1304.78,"body":"all of a sudden, you just put"},{"speaker":"Steve Brown","startTime":1304.81,"endTime":1307.81,"body":"your finger on something that"},{"speaker":"Steve Brown","startTime":1304.81,"endTime":1307.81,"body":"really grabs your attention that"},{"speaker":"Steve Brown","startTime":1307.81,"endTime":1309.76,"body":"you want to spend a little more"},{"speaker":"Steve Brown","startTime":1307.81,"endTime":1309.76,"body":"time on."},{"speaker":"Mike Verret","startTime":1310.15,"endTime":1312.43,"body":"Your thumb stops"},{"speaker":"Mike Verret","startTime":1310.15,"endTime":1312.43,"body":"going like this for a minute and"},{"speaker":"Mike Verret","startTime":1312.43,"endTime":1313.75,"body":"just goes, Oh! Yeah."},{"speaker":"Steve Brown","startTime":1314.08,"endTime":1319.21,"body":"So in essence, your"},{"speaker":"Steve Brown","startTime":1314.08,"endTime":1319.21,"body":"resume, your business, your"},{"speaker":"Steve Brown","startTime":1319.21,"endTime":1323.86,"body":"message is in the same way. It's"},{"speaker":"Steve Brown","startTime":1319.21,"endTime":1323.86,"body":"just like that, not the"},{"speaker":"Steve Brown","startTime":1323.86,"endTime":1329.47,"body":"blackjack table but the craps"},{"speaker":"Steve Brown","startTime":1323.86,"endTime":1329.47,"body":"table, no, where's the marble"},{"speaker":"Steve Brown","startTime":1329.47,"endTime":1330.67,"body":"that's bouncing on the?"},{"speaker":"Mike Verret","startTime":1330.97,"endTime":1332.35,"body":"Roulette, roulette."},{"speaker":"Steve Brown","startTime":1332.56,"endTime":1335.77,"body":"Basically your"},{"speaker":"Steve Brown","startTime":1332.56,"endTime":1335.77,"body":"message is like the Roulette,"},{"speaker":"Steve Brown","startTime":1337.03,"endTime":1340.3,"body":"it's just bouncing around until"},{"speaker":"Steve Brown","startTime":1337.03,"endTime":1340.3,"body":"finally someone's attention, it"},{"speaker":"Steve Brown","startTime":1340.3,"endTime":1345.55,"body":"drops on someone's attention,"},{"speaker":"Steve Brown","startTime":1340.3,"endTime":1345.55,"body":"and a winner is declared. And so"},{"speaker":"Steve Brown","startTime":1345.58,"endTime":1351.79,"body":"utilizing the the advantages of"},{"speaker":"Steve Brown","startTime":1345.58,"endTime":1351.79,"body":"how the brain is perceiving and"},{"speaker":"Steve Brown","startTime":1352.03,"endTime":1358.96,"body":"deciding on how it's going to"},{"speaker":"Steve Brown","startTime":1352.03,"endTime":1358.96,"body":"delegate, carve off a little bit"},{"speaker":"Steve Brown","startTime":1358.99,"endTime":1364.75,"body":"of its attention budget for the"},{"speaker":"Steve Brown","startTime":1358.99,"endTime":1364.75,"body":"day, through your story is how"},{"speaker":"Steve Brown","startTime":1364.75,"endTime":1365.71,"body":"you earn that."},{"speaker":"Mike Verret","startTime":1366.25,"endTime":1371.41,"body":"Yeah, and I mean,"},{"speaker":"Mike Verret","startTime":1366.25,"endTime":1371.41,"body":"just taking your casino gambling"},{"speaker":"Mike Verret","startTime":1372.85,"endTime":1377.23,"body":"metaphor a little further, think"},{"speaker":"Mike Verret","startTime":1372.85,"endTime":1377.23,"body":"of it this way roulette is, you"},{"speaker":"Mike Verret","startTime":1377.23,"endTime":1380.77,"body":"want to be prepared if it lands"},{"speaker":"Mike Verret","startTime":1377.23,"endTime":1380.77,"body":"on your number, but that is"},{"speaker":"Mike Verret","startTime":1380.83,"endTime":1385.66,"body":"chance right? You're leaving it"},{"speaker":"Mike Verret","startTime":1380.83,"endTime":1385.66,"body":"to chance. Poker is a game of"},{"speaker":"Mike Verret","startTime":1385.66,"endTime":1389.29,"body":"skill, poker is a game where"},{"speaker":"Mike Verret","startTime":1385.66,"endTime":1389.29,"body":"you're not leaving it to chance"},{"speaker":"Mike Verret","startTime":1389.29,"endTime":1393.07,"body":"you were actually playing to"},{"speaker":"Mike Verret","startTime":1389.29,"endTime":1393.07,"body":"your strengths in your hand,"},{"speaker":"Mike Verret","startTime":1393.37,"endTime":1397.03,"body":"you're playing to what you have"},{"speaker":"Mike Verret","startTime":1393.37,"endTime":1397.03,"body":"and understanding what the other"},{"speaker":"Mike Verret","startTime":1397.03,"endTime":1400.39,"body":"player has based on the"},{"speaker":"Mike Verret","startTime":1397.03,"endTime":1400.39,"body":"information you have. That is a"},{"speaker":"Mike Verret","startTime":1400.39,"endTime":1404.71,"body":"lot more effective than"},{"speaker":"Mike Verret","startTime":1400.39,"endTime":1404.71,"body":"roulette, where you have 36"},{"speaker":"Mike Verret","startTime":1404.74,"endTime":1408.49,"body":"numbers, and each one you have"},{"speaker":"Mike Verret","startTime":1404.74,"endTime":1408.49,"body":"to be ready with an answer."},{"speaker":"Mike Verret","startTime":1409.21,"endTime":1413.65,"body":"Versus, if it's me versus you,"},{"speaker":"Mike Verret","startTime":1409.21,"endTime":1413.65,"body":"heads up in poker, I know what"},{"speaker":"Mike Verret","startTime":1413.65,"endTime":1416.62,"body":"you have, you know what I have."},{"speaker":"Mike Verret","startTime":1413.65,"endTime":1416.62,"body":"It's a much more engaging"},{"speaker":"Mike Verret","startTime":1416.62,"endTime":1420.43,"body":"conversation. I think it's about"},{"speaker":"Mike Verret","startTime":1416.62,"endTime":1420.43,"body":"education versus engagement,"},{"speaker":"Mike Verret","startTime":1420.43,"endTime":1423.49,"body":"right? With your story. You can"},{"speaker":"Mike Verret","startTime":1420.43,"endTime":1423.49,"body":"educate all you want, but if"},{"speaker":"Mike Verret","startTime":1423.49,"endTime":1425.65,"body":"they're not engaged with it,"},{"speaker":"Mike Verret","startTime":1423.49,"endTime":1425.65,"body":"they're not gonna remember it."},{"speaker":"Steve Brown","startTime":1426.01,"endTime":1429.97,"body":"Right, in the way"},{"speaker":"Steve Brown","startTime":1426.01,"endTime":1429.97,"body":"that they become engaged, is"},{"speaker":"Steve Brown","startTime":1429.97,"endTime":1433.03,"body":"that there's some stakes in it"},{"speaker":"Steve Brown","startTime":1429.97,"endTime":1433.03,"body":"for them that they see"},{"speaker":"Steve Brown","startTime":1433.03,"endTime":1436.6,"body":"themselves in that story."},{"speaker":"Mike Verret","startTime":1437.08,"endTime":1440.71,"body":"Exactly. And that's"},{"speaker":"Mike Verret","startTime":1437.08,"endTime":1440.71,"body":"the beauty of understanding how"},{"speaker":"Mike Verret","startTime":1440.71,"endTime":1444.88,"body":"your end user or your customer"},{"speaker":"Mike Verret","startTime":1440.71,"endTime":1444.88,"body":"is thinking and processing"},{"speaker":"Mike Verret","startTime":1444.88,"endTime":1449.95,"body":"information from you. You're"},{"speaker":"Mike Verret","startTime":1444.88,"endTime":1449.95,"body":"going to increase your close"},{"speaker":"Mike Verret","startTime":1449.95,"endTime":1454.81,"body":"rate or your yes rate simply by"},{"speaker":"Mike Verret","startTime":1449.95,"endTime":1454.81,"body":"bringing them into the process,"},{"speaker":"Mike Verret","startTime":1454.81,"endTime":1458.53,"body":"by making them feel connected to"},{"speaker":"Mike Verret","startTime":1454.81,"endTime":1458.53,"body":"what you're talking about right"},{"speaker":"Mike Verret","startTime":1458.53,"endTime":1462.22,"body":"away. And it's a simple, like"},{"speaker":"Mike Verret","startTime":1458.53,"endTime":1462.22,"body":"you said, it's conversation."},{"speaker":"Mike Verret","startTime":1462.25,"endTime":1465.52,"body":"That's how we communicate, we"},{"speaker":"Mike Verret","startTime":1462.25,"endTime":1465.52,"body":"don't communicate in"},{"speaker":"Mike Verret","startTime":1465.52,"endTime":1469.27,"body":"presentations. We communicate in"},{"speaker":"Mike Verret","startTime":1465.52,"endTime":1469.27,"body":"conversation. So I tell"},{"speaker":"Mike Verret","startTime":1469.27,"endTime":1472.15,"body":"everybody, the difference"},{"speaker":"Mike Verret","startTime":1469.27,"endTime":1472.15,"body":"between a presentation and a"},{"speaker":"Mike Verret","startTime":1472.15,"endTime":1475.84,"body":"conversation is connection. And"},{"speaker":"Mike Verret","startTime":1472.15,"endTime":1475.84,"body":"if you connect on their"},{"speaker":"Mike Verret","startTime":1475.84,"endTime":1479.89,"body":"wavelength, they're never going"},{"speaker":"Mike Verret","startTime":1475.84,"endTime":1479.89,"body":"to not pay attention to you"},{"speaker":"Mike Verret","startTime":1479.89,"endTime":1483.22,"body":"because now you've given them"},{"speaker":"Mike Verret","startTime":1479.89,"endTime":1483.22,"body":"that idea that they've adopted"},{"speaker":"Mike Verret","startTime":1483.22,"endTime":1483.88,"body":"and made their own."},{"speaker":"Steve Brown","startTime":1485.53,"endTime":1488.32,"body":"You know, you were"},{"speaker":"Steve Brown","startTime":1485.53,"endTime":1488.32,"body":"talking in getting where you"},{"speaker":"Steve Brown","startTime":1488.35,"endTime":1495.52,"body":"implant a thought into someone's"},{"speaker":"Steve Brown","startTime":1488.35,"endTime":1495.52,"body":"head. They adopted over time and"},{"speaker":"Steve Brown","startTime":1495.52,"endTime":1502.45,"body":"it becomes their own. They"},{"speaker":"Steve Brown","startTime":1495.52,"endTime":1502.45,"body":"can't, Who's that magician? Is"},{"speaker":"Steve Brown","startTime":1502.45,"endTime":1506.2,"body":"called Darren Brown, that's who"},{"speaker":"Steve Brown","startTime":1502.45,"endTime":1506.2,"body":"it is, and he does a version of"},{"speaker":"Steve Brown","startTime":1506.2,"endTime":1511.6,"body":"that where he can get them at"},{"speaker":"Steve Brown","startTime":1506.2,"endTime":1511.6,"body":"the end of the exercise to pick"},{"speaker":"Steve Brown","startTime":1511.6,"endTime":1514.12,"body":"all the things that he told you"},{"speaker":"Steve Brown","startTime":1511.6,"endTime":1514.12,"body":"he was going to get them to"},{"speaker":"Steve Brown","startTime":1514.12,"endTime":1520.24,"body":"pick. And it's by setting up a"},{"speaker":"Steve Brown","startTime":1514.12,"endTime":1520.24,"body":"situation where those people"},{"speaker":"Steve Brown","startTime":1520.24,"endTime":1524.2,"body":"become involved and that thought"},{"speaker":"Steve Brown","startTime":1520.24,"endTime":1524.2,"body":"becomes implanted in their"},{"speaker":"Steve Brown","startTime":1524.2,"endTime":1524.92,"body":"minds."},{"speaker":"Mike Verret","startTime":1525.79,"endTime":1530.83,"body":"Exactly. And it's"},{"speaker":"Mike Verret","startTime":1525.79,"endTime":1530.83,"body":"an amazing sleight of hand"},{"speaker":"Mike Verret","startTime":1530.86,"endTime":1536.17,"body":"trick, right? And one of the"},{"speaker":"Mike Verret","startTime":1530.86,"endTime":1536.17,"body":"things that makes it much harder"},{"speaker":"Mike Verret","startTime":1536.17,"endTime":1540.58,"body":"for brands now is what Amazon"},{"speaker":"Mike Verret","startTime":1536.17,"endTime":1540.58,"body":"introduced back in whenever it"},{"speaker":"Mike Verret","startTime":1540.58,"endTime":1543.85,"body":"was the late 90s, early 2000s,"},{"speaker":"Mike Verret","startTime":1540.58,"endTime":1543.85,"body":"but the ability for consumers to"},{"speaker":"Mike Verret","startTime":1543.85,"endTime":1548.35,"body":"talk to each other about brands,"},{"speaker":"Mike Verret","startTime":1543.85,"endTime":1548.35,"body":"rating systems review systems,"},{"speaker":"Mike Verret","startTime":1548.92,"endTime":1553.51,"body":"that effectively took the power"},{"speaker":"Mike Verret","startTime":1548.92,"endTime":1553.51,"body":"away from the brand, right?"},{"speaker":"Mike Verret","startTime":1553.78,"endTime":1557.89,"body":"Because the consumer is now"},{"speaker":"Mike Verret","startTime":1553.78,"endTime":1557.89,"body":"calling the shots. And social"},{"speaker":"Mike Verret","startTime":1557.89,"endTime":1560.89,"body":"media has just made it all the"},{"speaker":"Mike Verret","startTime":1557.89,"endTime":1560.89,"body":"more important that, you know,"},{"speaker":"Mike Verret","startTime":1560.92,"endTime":1564.28,"body":"the consumer is calling the"},{"speaker":"Mike Verret","startTime":1560.92,"endTime":1564.28,"body":"shots on content too, and if"},{"speaker":"Mike Verret","startTime":1564.28,"endTime":1567.43,"body":"you're not resonating with them"},{"speaker":"Mike Verret","startTime":1564.28,"endTime":1567.43,"body":"it becomes a challenge. So think"},{"speaker":"Mike Verret","startTime":1567.43,"endTime":1570.73,"body":"of this example, I love the"},{"speaker":"Mike Verret","startTime":1567.43,"endTime":1570.73,"body":"insurance business because"},{"speaker":"Mike Verret","startTime":1570.73,"endTime":1574.42,"body":"everybody back in the 90s had,"},{"speaker":"Mike Verret","startTime":1570.73,"endTime":1574.42,"body":"you know, like a rock was"},{"speaker":"Mike Verret","startTime":1574.42,"endTime":1580.09,"body":"Prudential and Liberty Mutual is"},{"speaker":"Mike Verret","startTime":1574.42,"endTime":1580.09,"body":"Windsor, Starch bank banker"},{"speaker":"Mike Verret","startTime":1580.09,"endTime":1584.14,"body":"college, and you had the good"},{"speaker":"Mike Verret","startTime":1580.09,"endTime":1584.14,"body":"hands people. But everybody had"},{"speaker":"Mike Verret","startTime":1584.14,"endTime":1587.38,"body":"an archetype like a brand"},{"speaker":"Mike Verret","startTime":1584.14,"endTime":1587.38,"body":"archetype. They were the sage."},{"speaker":"Mike Verret","startTime":1587.62,"endTime":1591.61,"body":"They were the hero. They were"},{"speaker":"Mike Verret","startTime":1587.62,"endTime":1591.61,"body":"the Creator. Along comes Geico"},{"speaker":"Mike Verret","startTime":1591.7,"endTime":1597.16,"body":"adjuster uses humor, right? And"},{"speaker":"Mike Verret","startTime":1591.7,"endTime":1597.16,"body":"we know that so easy a caveman"},{"speaker":"Mike Verret","startTime":1597.16,"endTime":1600.7,"body":"can do it. How much wood could a"},{"speaker":"Mike Verret","startTime":1597.16,"endTime":1600.7,"body":"woodchuck chuck? But they hit on"},{"speaker":"Mike Verret","startTime":1600.7,"endTime":1604.99,"body":"something with that. I want you"},{"speaker":"Mike Verret","startTime":1600.7,"endTime":1604.99,"body":"to think now of every insurance"},{"speaker":"Mike Verret","startTime":1604.99,"endTime":1608.32,"body":"company that sells auto home,"},{"speaker":"Mike Verret","startTime":1604.99,"endTime":1608.32,"body":"whatever. Name one that's not"},{"speaker":"Mike Verret","startTime":1608.32,"endTime":1613.63,"body":"human driven now? You can't"},{"speaker":"Mike Verret","startTime":1608.32,"endTime":1613.63,"body":"because everybody has pivoted to"},{"speaker":"Mike Verret","startTime":1613.63,"endTime":1617.02,"body":"what the consumer responds to."},{"speaker":"Mike Verret","startTime":1613.63,"endTime":1617.02,"body":"They saw what Geico was doing"},{"speaker":"Mike Verret","startTime":1617.02,"endTime":1623.68,"body":"and they created flow, or they"},{"speaker":"Mike Verret","startTime":1617.02,"endTime":1623.68,"body":"created even Allstate now is,"},{"speaker":"Mike Verret","startTime":1623.71,"endTime":1627.49,"body":"they're moving in that direction"},{"speaker":"Mike Verret","startTime":1623.71,"endTime":1627.49,"body":"by doing, Hey, it's the save 40%"},{"speaker":"Mike Verret","startTime":1627.49,"endTime":1631.69,"body":"guy, it's the save 40% guy. And"},{"speaker":"Mike Verret","startTime":1627.49,"endTime":1631.69,"body":"then you look at Liberty Mutual,"},{"speaker":"Mike Verret","startTime":1632.05,"endTime":1637.57,"body":"I mean, the stalwart of class"},{"speaker":"Mike Verret","startTime":1632.05,"endTime":1637.57,"body":"and decorum and conservativeness"},{"speaker":"Mike Verret","startTime":1637.84,"endTime":1644.26,"body":"is Lemo, Emo, and Doug. And they"},{"speaker":"Mike Verret","startTime":1637.84,"endTime":1644.26,"body":"actually use the term Liberty"},{"speaker":"Mike Verret","startTime":1644.26,"endTime":1650.65,"body":"biberty in one of their ads. So"},{"speaker":"Mike Verret","startTime":1644.26,"endTime":1650.65,"body":"that, to me, speaks volumes to"},{"speaker":"Mike Verret","startTime":1650.77,"endTime":1655.12,"body":"understanding how your consumer"},{"speaker":"Mike Verret","startTime":1650.77,"endTime":1655.12,"body":"processes your message. And it's"},{"speaker":"Mike Verret","startTime":1655.12,"endTime":1659.8,"body":"not about what you think they're"},{"speaker":"Mike Verret","startTime":1655.12,"endTime":1659.8,"body":"processing. It's about what"},{"speaker":"Mike Verret","startTime":1659.8,"endTime":1662.68,"body":"they're going to take away, and"},{"speaker":"Mike Verret","startTime":1659.8,"endTime":1662.68,"body":"how to make sure that in that"},{"speaker":"Mike Verret","startTime":1662.68,"endTime":1665.74,"body":"bag of what they take away, are"},{"speaker":"Mike Verret","startTime":1662.68,"endTime":1665.74,"body":"all the things you want them to"},{"speaker":"Mike Verret","startTime":1665.74,"endTime":1666.01,"body":"have."},{"speaker":"Steve Brown","startTime":1667.0,"endTime":1671.14,"body":"So the thought that"},{"speaker":"Steve Brown","startTime":1667.0,"endTime":1671.14,"body":"comes to my mind now, some"},{"speaker":"Steve Brown","startTime":1671.14,"endTime":1674.11,"body":"people might say, Well, where"},{"speaker":"Steve Brown","startTime":1671.14,"endTime":1674.11,"body":"does this border on"},{"speaker":"Steve Brown","startTime":1674.11,"endTime":1680.29,"body":"manipulation? Right? You're"},{"speaker":"Steve Brown","startTime":1674.11,"endTime":1680.29,"body":"manipulating me into desiring"},{"speaker":"Steve Brown","startTime":1680.29,"endTime":1687.28,"body":"your product? And in some cases,"},{"speaker":"Steve Brown","startTime":1680.29,"endTime":1687.28,"body":"that might be true. But how do"},{"speaker":"Steve Brown","startTime":1687.28,"endTime":1691.03,"body":"you, how do you answer that?"},{"speaker":"Mike Verret","startTime":1692.38,"endTime":1695.32,"body":"Well, look, you're"},{"speaker":"Mike Verret","startTime":1692.38,"endTime":1695.32,"body":"walking a fine line, right? And"},{"speaker":"Mike Verret","startTime":1695.32,"endTime":1700.3,"body":"I think for better term, the"},{"speaker":"Mike Verret","startTime":1695.32,"endTime":1700.3,"body":"bullshit meter of consumers has"},{"speaker":"Mike Verret","startTime":1700.3,"endTime":1704.17,"body":"never been more sensitive."},{"speaker":"Mike Verret","startTime":1700.3,"endTime":1704.17,"body":"Because let's think about the"},{"speaker":"Mike Verret","startTime":1704.17,"endTime":1708.46,"body":"life of the consumer. You get"},{"speaker":"Mike Verret","startTime":1704.17,"endTime":1708.46,"body":"text messages, you get"},{"speaker":"Mike Verret","startTime":1708.79,"endTime":1713.08,"body":"everything on social media, you"},{"speaker":"Mike Verret","startTime":1708.79,"endTime":1713.08,"body":"get phone calls, you get emails,"},{"speaker":"Mike Verret","startTime":1713.08,"endTime":1716.47,"body":"you see billboards, you watch"},{"speaker":"Mike Verret","startTime":1713.08,"endTime":1716.47,"body":"TV, you're getting everything"},{"speaker":"Mike Verret","startTime":1716.47,"endTime":1719.92,"body":"from everywhere, okay? And it"},{"speaker":"Mike Verret","startTime":1716.47,"endTime":1719.92,"body":"was not like this 30 years ago,"},{"speaker":"Mike Verret","startTime":1719.98,"endTime":1723.73,"body":"20 years ago, it was very"},{"speaker":"Mike Verret","startTime":1719.98,"endTime":1723.73,"body":"straightforward. You want what"},{"speaker":"Mike Verret","startTime":1723.73,"endTime":1727.93,"body":"we have, I'm a TV ad salesman,"},{"speaker":"Mike Verret","startTime":1723.73,"endTime":1727.93,"body":"I'm a radio ad salesman, I sell"},{"speaker":"Mike Verret","startTime":1727.93,"endTime":1731.29,"body":"billboards, you want what we"},{"speaker":"Mike Verret","startTime":1727.93,"endTime":1731.29,"body":"have, the consumers are calling"},{"speaker":"Mike Verret","startTime":1731.29,"endTime":1734.65,"body":"the shots now. Right? Which"},{"speaker":"Mike Verret","startTime":1731.29,"endTime":1734.65,"body":"means the businesses are calling"},{"speaker":"Mike Verret","startTime":1734.68,"endTime":1738.46,"body":"the shots too on what they need"},{"speaker":"Mike Verret","startTime":1734.68,"endTime":1738.46,"body":"to have, the sales people who"},{"speaker":"Mike Verret","startTime":1738.46,"endTime":1742.24,"body":"are coming in, can't say, you"},{"speaker":"Mike Verret","startTime":1738.46,"endTime":1742.24,"body":"want what we have anymore,"},{"speaker":"Mike Verret","startTime":1742.48,"endTime":1745.69,"body":"because well do my consumers"},{"speaker":"Mike Verret","startTime":1742.48,"endTime":1745.69,"body":"want what you have? Does my end"},{"speaker":"Mike Verret","startTime":1745.69,"endTime":1748.78,"body":"user, the people who are"},{"speaker":"Mike Verret","startTime":1745.69,"endTime":1748.78,"body":"purchasing it? They're asking"},{"speaker":"Mike Verret","startTime":1748.78,"endTime":1750.91,"body":"the questions, because they're"},{"speaker":"Mike Verret","startTime":1748.78,"endTime":1750.91,"body":"not there. They're not reading"},{"speaker":"Mike Verret","startTime":1750.91,"endTime":1753.97,"body":"the newspaper and stuff. They're"},{"speaker":"Mike Verret","startTime":1750.91,"endTime":1753.97,"body":"where they want to be. They're"},{"speaker":"Mike Verret","startTime":1753.97,"endTime":1757.87,"body":"skipping commercials on DVR,"},{"speaker":"Mike Verret","startTime":1753.97,"endTime":1757.87,"body":"they're consuming their time"},{"speaker":"Mike Verret","startTime":1757.87,"endTime":1761.77,"body":"bending, they're consuming an"},{"speaker":"Mike Verret","startTime":1757.87,"endTime":1761.77,"body":"hour of content in 20 minutes,"},{"speaker":"Mike Verret","startTime":1762.07,"endTime":1765.82,"body":"they're able to do this now. So"},{"speaker":"Mike Verret","startTime":1762.07,"endTime":1765.82,"body":"they call all the shots on what"},{"speaker":"Mike Verret","startTime":1765.82,"endTime":1770.86,"body":"they want to take in and wet"},{"speaker":"Mike Verret","startTime":1765.82,"endTime":1770.86,"body":"out. Manipulation almost becomes"},{"speaker":"Mike Verret","startTime":1770.89,"endTime":1774.22,"body":"like, it's like trying to trick"},{"speaker":"Mike Verret","startTime":1770.89,"endTime":1774.22,"body":"someone who's too good at"},{"speaker":"Mike Verret","startTime":1774.34,"endTime":1778.03,"body":"telling when someone's trying to"},{"speaker":"Mike Verret","startTime":1774.34,"endTime":1778.03,"body":"trick them, it becomes harder"},{"speaker":"Mike Verret","startTime":1778.27,"endTime":1782.38,"body":"and harder and harder. So"},{"speaker":"Mike Verret","startTime":1778.27,"endTime":1782.38,"body":"companies have really moved,"},{"speaker":"Mike Verret","startTime":1782.38,"endTime":1787.54,"body":"it's less about manipulation and"},{"speaker":"Mike Verret","startTime":1782.38,"endTime":1787.54,"body":"more about alignment, more about"},{"speaker":"Mike Verret","startTime":1788.2,"endTime":1792.64,"body":"empathy and synergy with how"},{"speaker":"Mike Verret","startTime":1788.2,"endTime":1792.64,"body":"that person is thinking. But at"},{"speaker":"Mike Verret","startTime":1792.64,"endTime":1796.12,"body":"the end of the day, what they"},{"speaker":"Mike Verret","startTime":1792.64,"endTime":1796.12,"body":"are forced to do, whether"},{"speaker":"Mike Verret","startTime":1796.12,"endTime":1799.24,"body":"they're trying to be"},{"speaker":"Mike Verret","startTime":1796.12,"endTime":1799.24,"body":"manipulative or not, is be"},{"speaker":"Mike Verret","startTime":1799.24,"endTime":1801.94,"body":"really straight forward with"},{"speaker":"Mike Verret","startTime":1799.24,"endTime":1801.94,"body":"their message in a way that the"},{"speaker":"Mike Verret","startTime":1801.94,"endTime":1806.32,"body":"consumer can see through the"},{"speaker":"Mike Verret","startTime":1801.94,"endTime":1806.32,"body":"crap. And if they can't do that,"},{"speaker":"Mike Verret","startTime":1806.65,"endTime":1810.7,"body":"they are going to come across as"},{"speaker":"Mike Verret","startTime":1806.65,"endTime":1810.7,"body":"manipulative or taking advantage"},{"speaker":"Mike Verret","startTime":1810.7,"endTime":1814.36,"body":"of a situation in a point in"},{"speaker":"Mike Verret","startTime":1810.7,"endTime":1814.36,"body":"time. So look at COVID what it"},{"speaker":"Mike Verret","startTime":1814.36,"endTime":1819.04,"body":"did for advertising, right?"},{"speaker":"Mike Verret","startTime":1814.36,"endTime":1819.04,"body":"Every company in the world"},{"speaker":"Mike Verret","startTime":1819.04,"endTime":1823.36,"body":"slammed on the brakes. And every"},{"speaker":"Mike Verret","startTime":1819.04,"endTime":1823.36,"body":"company said, we're here for"},{"speaker":"Mike Verret","startTime":1823.36,"endTime":1827.86,"body":"you. We know what you're going"},{"speaker":"Mike Verret","startTime":1823.36,"endTime":1827.86,"body":"through. Right? Verizon is"},{"speaker":"Mike Verret","startTime":1827.86,"endTime":1830.95,"body":"saying that, Holes was saying"},{"speaker":"Mike Verret","startTime":1827.86,"endTime":1830.95,"body":"that, everybody was saying that,"},{"speaker":"Mike Verret","startTime":1831.22,"endTime":1835.87,"body":"well do they know what we're"},{"speaker":"Mike Verret","startTime":1831.22,"endTime":1835.87,"body":"going through? I mean, they"},{"speaker":"Mike Verret","startTime":1836.62,"endTime":1839.38,"body":"pivot their message, all they"},{"speaker":"Mike Verret","startTime":1836.62,"endTime":1839.38,"body":"were able to say was, Oh, we're"},{"speaker":"Mike Verret","startTime":1839.38,"endTime":1840.16,"body":"here for you."},{"speaker":"Steve Brown","startTime":1841.48,"endTime":1844.93,"body":"You know, I think"},{"speaker":"Steve Brown","startTime":1841.48,"endTime":1844.93,"body":"of that Mr. Mom movie where the"},{"speaker":"Steve Brown","startTime":1844.96,"endTime":1848.44,"body":"the tuna company was like, that"},{"speaker":"Steve Brown","startTime":1844.96,"endTime":1848.44,"body":"was the message for the tuna"},{"speaker":"Steve Brown","startTime":1848.44,"endTime":1851.98,"body":"company. And it felt like"},{"speaker":"Steve Brown","startTime":1848.44,"endTime":1851.98,"body":"everybody was just stealing that"},{"speaker":"Steve Brown","startTime":1851.98,"endTime":1854.98,"body":"line from the tuna company and"},{"speaker":"Steve Brown","startTime":1851.98,"endTime":1854.98,"body":"Mr. Mom."},{"speaker":"Mike Verret","startTime":1855.55,"endTime":1861.49,"body":"Yeah, it's true."},{"speaker":"Mike Verret","startTime":1855.55,"endTime":1861.49,"body":"And it's like, eventually people"},{"speaker":"Mike Verret","startTime":1861.49,"endTime":1865.09,"body":"are gonna get desensitized to"},{"speaker":"Mike Verret","startTime":1861.49,"endTime":1865.09,"body":"it. Like, this company that"},{"speaker":"Mike Verret","startTime":1865.09,"endTime":1868.93,"body":"charges me $350 a month for my"},{"speaker":"Mike Verret","startTime":1865.09,"endTime":1868.93,"body":"cell phone bill tells me that"},{"speaker":"Mike Verret","startTime":1868.93,"endTime":1873.49,"body":"they know what I'm going through"},{"speaker":"Mike Verret","startTime":1868.93,"endTime":1873.49,"body":"and a global pandemic? Seems"},{"speaker":"Mike Verret","startTime":1873.49,"endTime":1878.68,"body":"kind of disingenuous to me seems"},{"speaker":"Mike Verret","startTime":1873.49,"endTime":1878.68,"body":"like, we have to let people know"},{"speaker":"Mike Verret","startTime":1878.68,"endTime":1882.16,"body":"we're on top of this, versus"},{"speaker":"Mike Verret","startTime":1878.68,"endTime":1882.16,"body":"actually talking about what"},{"speaker":"Mike Verret","startTime":1882.16,"endTime":1886.09,"body":"matters, your service is going"},{"speaker":"Mike Verret","startTime":1882.16,"endTime":1886.09,"body":"to be more important than ever,"},{"speaker":"Mike Verret","startTime":1886.21,"endTime":1890.38,"body":"here are the things we're doing"},{"speaker":"Mike Verret","startTime":1886.21,"endTime":1890.38,"body":"to make your life easier. I"},{"speaker":"Mike Verret","startTime":1890.38,"endTime":1893.41,"body":"don't want someone to come and"},{"speaker":"Mike Verret","startTime":1890.38,"endTime":1893.41,"body":"say, Oh, we know what you're"},{"speaker":"Mike Verret","startTime":1893.41,"endTime":1896.89,"body":"going through, do you want to"},{"speaker":"Mike Verret","startTime":1893.41,"endTime":1896.89,"body":"try Verizon? That's not a"},{"speaker":"Mike Verret","startTime":1896.89,"endTime":1901.57,"body":"message that makes any sense to"},{"speaker":"Mike Verret","startTime":1896.89,"endTime":1901.57,"body":"me. But when Verizon drills down"},{"speaker":"Mike Verret","startTime":1901.57,"endTime":1906.55,"body":"to, here's what we're delivering"},{"speaker":"Mike Verret","startTime":1901.57,"endTime":1906.55,"body":"in 2021, so that we can make"},{"speaker":"Mike Verret","startTime":1906.55,"endTime":1910.51,"body":"sure 2020 issues don't happen"},{"speaker":"Mike Verret","startTime":1906.55,"endTime":1910.51,"body":"again, now that means something"},{"speaker":"Mike Verret","startTime":1910.51,"endTime":1915.4,"body":"to me. So understanding what the"},{"speaker":"Mike Verret","startTime":1910.51,"endTime":1915.4,"body":"consumer is listening for, and"},{"speaker":"Mike Verret","startTime":1915.4,"endTime":1918.31,"body":"understanding that they are more"},{"speaker":"Mike Verret","startTime":1915.4,"endTime":1918.31,"body":"in tune to manipulation than"},{"speaker":"Mike Verret","startTime":1918.34,"endTime":1921.88,"body":"ever. It's really about having a"},{"speaker":"Mike Verret","startTime":1918.34,"endTime":1921.88,"body":"conversation with them that's"},{"speaker":"Mike Verret","startTime":1921.88,"endTime":1924.7,"body":"honest and right up front,"},{"speaker":"Mike Verret","startTime":1921.88,"endTime":1924.7,"body":"here's what you're going"},{"speaker":"Mike Verret","startTime":1924.7,"endTime":1926.32,"body":"through. And here's what we can"},{"speaker":"Mike Verret","startTime":1924.7,"endTime":1926.32,"body":"do to help it."},{"speaker":"Steve Brown","startTime":1927.16,"endTime":1931.09,"body":"I think the"},{"speaker":"Steve Brown","startTime":1927.16,"endTime":1931.09,"body":"messaging that really nails the"},{"speaker":"Steve Brown","startTime":1931.09,"endTime":1939.85,"body":"rules of story communicates"},{"speaker":"Steve Brown","startTime":1931.09,"endTime":1939.85,"body":"more. It communicates clearly,"},{"speaker":"Steve Brown","startTime":1939.85,"endTime":1944.32,"body":"Look, I understand you, and"},{"speaker":"Steve Brown","startTime":1939.85,"endTime":1944.32,"body":"you're safe here, and you"},{"speaker":"Steve Brown","startTime":1944.32,"endTime":1949.48,"body":"innately feel it, and so we have"},{"speaker":"Steve Brown","startTime":1944.32,"endTime":1949.48,"body":"a connection. But if it's lazy"},{"speaker":"Steve Brown","startTime":1949.48,"endTime":1955.69,"body":"messaging, if it comes from a"},{"speaker":"Steve Brown","startTime":1949.48,"endTime":1955.69,"body":"place where, just like your"},{"speaker":"Steve Brown","startTime":1955.69,"endTime":1958.42,"body":"example, We know what you're"},{"speaker":"Steve Brown","startTime":1955.69,"endTime":1958.42,"body":"going through, and you're going,"},{"speaker":"Steve Brown","startTime":1958.45,"endTime":1961.96,"body":"Really? You know what I'm going"},{"speaker":"Steve Brown","startTime":1958.45,"endTime":1961.96,"body":"through? So that messaging is"},{"speaker":"Steve Brown","startTime":1961.96,"endTime":1969.04,"body":"going to land short and feel"},{"speaker":"Steve Brown","startTime":1961.96,"endTime":1969.04,"body":"wrong. And you're right, your"},{"speaker":"Steve Brown","startTime":1969.04,"endTime":1974.56,"body":"brain, when it's evaluating"},{"speaker":"Steve Brown","startTime":1969.04,"endTime":1974.56,"body":"information from the perspective"},{"speaker":"Steve Brown","startTime":1974.59,"endTime":1979.57,"body":"of the rules worry, it can"},{"speaker":"Steve Brown","startTime":1974.59,"endTime":1979.57,"body":"clearly define someone, and pick"},{"speaker":"Steve Brown","startTime":1979.57,"endTime":1982.84,"body":"out someone that really"},{"speaker":"Steve Brown","startTime":1979.57,"endTime":1982.84,"body":"understands me, and relates with"},{"speaker":"Steve Brown","startTime":1982.84,"endTime":1983.17,"body":"me."},{"speaker":"Mike Verret","startTime":1984.43,"endTime":1988.51,"body":"And relatability is"},{"speaker":"Mike Verret","startTime":1984.43,"endTime":1988.51,"body":"ultimately, I'll use this last"},{"speaker":"Mike Verret","startTime":1988.51,"endTime":1991.69,"body":"example of forming connection"},{"speaker":"Mike Verret","startTime":1988.51,"endTime":1991.69,"body":"that leads to conversation,"},{"speaker":"Mike Verret","startTime":1991.69,"endTime":1996.34,"body":"okay? I'm sure you've had"},{"speaker":"Mike Verret","startTime":1991.69,"endTime":1996.34,"body":"somebody say, Where are you"},{"speaker":"Mike Verret","startTime":1996.34,"endTime":2000.03,"body":"from? Or where did you go to"},{"speaker":"Mike Verret","startTime":1996.34,"endTime":2000.03,"body":"school? And you tell them and"},{"speaker":"Mike Verret","startTime":2000.36,"endTime":2004.38,"body":"the next thing that happens is,"},{"speaker":"Mike Verret","startTime":2000.36,"endTime":2004.38,"body":"Do you know this person? Do you"},{"speaker":"Mike Verret","startTime":2004.38,"endTime":2007.89,"body":"know this person? Do you know"},{"speaker":"Mike Verret","startTime":2004.38,"endTime":2007.89,"body":"this person? That is a way of us"},{"speaker":"Mike Verret","startTime":2007.89,"endTime":2012.09,"body":"trying to find a connection to"},{"speaker":"Mike Verret","startTime":2007.89,"endTime":2012.09,"body":"start a conversation. It's just"},{"speaker":"Mike Verret","startTime":2012.09,"endTime":2019.17,"body":"a simple device. That's what"},{"speaker":"Mike Verret","startTime":2012.09,"endTime":2019.17,"body":"consumers need, is a platform to"},{"speaker":"Mike Verret","startTime":2019.17,"endTime":2024.18,"body":"start a conversation. They don't"},{"speaker":"Mike Verret","startTime":2019.17,"endTime":2024.18,"body":"want a bunch of functional"},{"speaker":"Mike Verret","startTime":2024.18,"endTime":2027.69,"body":"benefits and what it means to"},{"speaker":"Mike Verret","startTime":2024.18,"endTime":2027.69,"body":"you. They want to say, All"},{"speaker":"Mike Verret","startTime":2027.69,"endTime":2032.1,"body":"right, my roof is leaking."},{"speaker":"Mike Verret","startTime":2027.69,"endTime":2032.1,"body":"Right? Now, if I'm driving to"},{"speaker":"Mike Verret","startTime":2032.1,"endTime":2035.7,"body":"the hardware store, I go buy a"},{"speaker":"Mike Verret","startTime":2032.1,"endTime":2035.7,"body":"billboard, I don't want to see a"},{"speaker":"Mike Verret","startTime":2035.7,"endTime":2040.44,"body":"billboard that says we're Verre"},{"speaker":"Mike Verret","startTime":2035.7,"endTime":2040.44,"body":"Roofing Company, we'll make sur"},{"speaker":"Mike Verret","startTime":2040.44,"endTime":2044.31,"body":"that your roof never leak"},{"speaker":"Mike Verret","startTime":2040.44,"endTime":2044.31,"body":"again. What you want to see i"},{"speaker":"Mike Verret","startTime":2044.34,"endTime":2049.86,"body":"roof leaking? Call us now"},{"speaker":"Mike Verret","startTime":2044.34,"endTime":2049.86,"body":"Right? It is need-state, it i"},{"speaker":"Mike Verret","startTime":2049.86,"endTime":2054.33,"body":"this is what I need to hear a"},{"speaker":"Mike Verret","startTime":2049.86,"endTime":2054.33,"body":"this time. Companies don't spen"},{"speaker":"Mike Verret","startTime":2054.33,"endTime":2057.51,"body":"enough time thinking about, the"},{"speaker":"Mike Verret","startTime":2054.33,"endTime":2057.51,"body":"spend what they think they nee"},{"speaker":"Mike Verret","startTime":2057.51,"endTime":2061.65,"body":"to hear, but they don't spen"},{"speaker":"Mike Verret","startTime":2057.51,"endTime":2061.65,"body":"any time processing that for ho"},{"speaker":"Mike Verret","startTime":2061.65,"endTime":2064.26,"body":"the person on the other end i"},{"speaker":"Mike Verret","startTime":2061.65,"endTime":2064.26,"body":"going to receive it and interac"},{"speaker":"Mike Verret","startTime":2064.26,"endTime":2068.25,"body":"with it. In effect, they'r"},{"speaker":"Mike Verret","startTime":2064.26,"endTime":2068.25,"body":"throwing out a roulette wheel o"},{"speaker":"Mike Verret","startTime":2068.25,"endTime":2072.39,"body":"connections and hoping it land"},{"speaker":"Mike Verret","startTime":2068.25,"endTime":2072.39,"body":"on one versus engineering tha"},{"speaker":"Mike Verret","startTime":2072.39,"endTime":2076.08,"body":"connection and building it an"},{"speaker":"Mike Verret","startTime":2072.39,"endTime":2076.08,"body":"playing strategically like yo"},{"speaker":"Mike Verret","startTime":2076.08,"endTime":2082.02,"body":"would in poker. So I thin"},{"speaker":"Mike Verret","startTime":2076.08,"endTime":2082.02,"body":"that's probably at its essenc"},{"speaker":"Mike Verret","startTime":2082.53,"endTime":2086.19,"body":"is the biggest challenge fo"},{"speaker":"Mike Verret","startTime":2082.53,"endTime":2086.19,"body":"companies is there are way to"},{"speaker":"Mike Verret","startTime":2086.19,"endTime":2089.73,"body":"many consumers that choose ho"},{"speaker":"Mike Verret","startTime":2086.19,"endTime":2089.73,"body":"they want to proces"},{"speaker":"Mike Verret","startTime":2089.73,"endTime":2095.58,"body":"information, and they are i"},{"speaker":"Mike Verret","startTime":2089.73,"endTime":2095.58,"body":"control. They are not open t"},{"speaker":"Mike Verret","startTime":2095.61,"endTime":2099.99,"body":"you want what we've got anymore"},{"speaker":"Mike Verret","startTime":2095.61,"endTime":2099.99,"body":"You need to say Hey, what ar"},{"speaker":"Mike Verret","startTime":2099.99,"endTime":2105.21,"body":"you looking for? You know, wha"},{"speaker":"Mike Verret","startTime":2099.99,"endTime":2105.21,"body":"do you into? You need to start"},{"speaker":"Mike Verret","startTime":2105.21,"endTime":2110.04,"body":"conversation with them, What'"},{"speaker":"Mike Verret","startTime":2105.21,"endTime":2110.04,"body":"your sign? You need to buil"},{"speaker":"Mike Verret","startTime":2110.04,"endTime":2113.34,"body":"that connection and then you ca"},{"speaker":"Mike Verret","startTime":2110.04,"endTime":2113.34,"body":"have a very normal conversatio"},{"speaker":"Mike Verret","startTime":2113.34,"endTime":2116.55,"body":"with them. So when it comes t"},{"speaker":"Mike Verret","startTime":2113.34,"endTime":2116.55,"body":"social media when it comes t"},{"speaker":"Mike Verret","startTime":2116.55,"endTime":2119.73,"body":"getting your word out, and yo"},{"speaker":"Mike Verret","startTime":2116.55,"endTime":2119.73,"body":"know, that I can't remember th"},{"speaker":"Mike Verret","startTime":2119.73,"endTime":2122.76,"body":"term use, but think of lik"},{"speaker":"Mike Verret","startTime":2119.73,"endTime":2122.76,"body":"seven layer marketing cake o"},{"speaker":"Mike Verret","startTime":2122.76,"endTime":2126.63,"body":"whatever, those become tactica"},{"speaker":"Mike Verret","startTime":2122.76,"endTime":2126.63,"body":"executions that people ar"},{"speaker":"Mike Verret","startTime":2126.63,"endTime":2131.13,"body":"calling strategies. And th"},{"speaker":"Mike Verret","startTime":2126.63,"endTime":2131.13,"body":"strategy is the connectio"},{"speaker":"Mike Verret","startTime":2131.13,"endTime":2134.64,"body":"point, that's it. I don't car"},{"speaker":"Mike Verret","startTime":2131.13,"endTime":2134.64,"body":"how you propagate th"},{"speaker":"Mike Verret","startTime":2134.64,"endTime":2138.57,"body":"connection. But the strategy i"},{"speaker":"Mike Verret","startTime":2134.64,"endTime":2138.57,"body":"the connection point, everythin"},{"speaker":"Mike Verret","startTime":2138.57,"endTime":2141.15,"body":"else beyond that it's just"},{"speaker":"Mike Verret","startTime":2138.57,"endTime":2141.15,"body":"Yeah, we'll put it on Instagram"},{"speaker":"Mike Verret","startTime":2141.15,"endTime":2143.76,"body":"or we'll do this, or we'll d"},{"speaker":"Mike Verret","startTime":2141.15,"endTime":2143.76,"body":"that. And you have to customiz"},{"speaker":"Mike Verret","startTime":2143.76,"endTime":2148.71,"body":"it to the tactic, but you don'"},{"speaker":"Mike Verret","startTime":2143.76,"endTime":2148.71,"body":"have a social media strategy"},{"speaker":"Mike Verret","startTime":2148.74,"endTime":2151.65,"body":"You don't have a conten"},{"speaker":"Mike Verret","startTime":2148.74,"endTime":2151.65,"body":"strategy. You don't, you hav"},{"speaker":"Mike Verret","startTime":2152.16,"endTime":2156.42,"body":"tactics that tell one story. An"},{"speaker":"Mike Verret","startTime":2152.16,"endTime":2156.42,"body":"it needs to lead to a connectio"},{"speaker":"Mike Verret","startTime":2156.42,"endTime":2159.69,"body":"and conversation and that's i"},{"speaker":"Mike Verret","startTime":2156.42,"endTime":2159.69,"body":"bare minimum, and understandin"},{"speaker":"Mike Verret","startTime":2159.69,"endTime":2162.75,"body":"how the person on the receivin"},{"speaker":"Mike Verret","startTime":2159.69,"endTime":2162.75,"body":"end of that actually receive"},{"speaker":"Mike Verret","startTime":2162.75,"endTime":2166.89,"body":"the information. That is th"},{"speaker":"Mike Verret","startTime":2162.75,"endTime":2166.89,"body":"rub, that is what everybod"},{"speaker":"Mike Verret","startTime":2166.89,"endTime":2170.16,"body":"needs to know, because the"},{"speaker":"Mike Verret","startTime":2166.89,"endTime":2170.16,"body":"everybody's got a great stor"},{"speaker":"Mike Verret","startTime":2170.67,"endTime":2173.19,"body":"but if the first page isn'"},{"speaker":"Mike Verret","startTime":2170.67,"endTime":2173.19,"body":"grabbing them, they're i"},{"speaker":"Mike Verret","startTime":2173.19,"endTime":2176.7,"body":"trouble. So that's where I yo"},{"speaker":"Mike Verret","startTime":2173.19,"endTime":2176.7,"body":"know, that's really what"},{"speaker":"Mike Verret","startTime":2176.7,"endTime":2180.42,"body":"focused on is helping companie"},{"speaker":"Mike Verret","startTime":2176.7,"endTime":2180.42,"body":"understand the importance o"},{"speaker":"Mike Verret","startTime":2180.42,"endTime":2184.11,"body":"that connection, and how that'l"},{"speaker":"Mike Verret","startTime":2180.42,"endTime":2184.11,"body":"help them grow their business"},{"speaker":"Mike Verret","startTime":2184.44,"endTime":2187.29,"body":"all comes down to how they tal"},{"speaker":"Mike Verret","startTime":2184.44,"endTime":2187.29,"body":"about themselves to thei"},{"speaker":"Mike Verret","startTime":2187.29,"endTime":2190.8,"body":"consumers. And it has to be in"},{"speaker":"Mike Verret","startTime":2187.29,"endTime":2190.8,"body":"way that's going to say, tell m"},{"speaker":"Mike Verret","startTime":2190.8,"endTime":2191.16,"body":"more"},{"speaker":"Steve Brown","startTime":2193.11,"endTime":2195.99,"body":"So what's one"},{"speaker":"Steve Brown","startTime":2193.11,"endTime":2195.99,"body":"question nobody ever asks that"},{"speaker":"Steve Brown","startTime":2196.86,"endTime":2200.07,"body":"you wished they would so that"},{"speaker":"Steve Brown","startTime":2196.86,"endTime":2200.07,"body":"you can answer it?"},{"speaker":"Mike Verret","startTime":2201.99,"endTime":2207.03,"body":"I wish that people"},{"speaker":"Mike Verret","startTime":2201.99,"endTime":2207.03,"body":"would start by saying, How the"},{"speaker":"Mike Verret","startTime":2207.03,"endTime":2211.59,"body":"hell do I talk to this person?"},{"speaker":"Mike Verret","startTime":2207.03,"endTime":2211.59,"body":"And actually think about it as a"},{"speaker":"Mike Verret","startTime":2211.59,"endTime":2216.87,"body":"communication between two human"},{"speaker":"Mike Verret","startTime":2211.59,"endTime":2216.87,"body":"beings first, okay? As opposed"},{"speaker":"Mike Verret","startTime":2216.87,"endTime":2221.4,"body":"to leading with, I want them to"},{"speaker":"Mike Verret","startTime":2216.87,"endTime":2221.4,"body":"say, How do I connect with that"},{"speaker":"Mike Verret","startTime":2221.4,"endTime":2224.79,"body":"person? That should be the first"},{"speaker":"Mike Verret","startTime":2221.4,"endTime":2224.79,"body":"question. It shouldn't be, How"},{"speaker":"Mike Verret","startTime":2224.79,"endTime":2230.01,"body":"do I build my website? How do I"},{"speaker":"Mike Verret","startTime":2224.79,"endTime":2230.01,"body":"create my SEO? How do I market"},{"speaker":"Mike Verret","startTime":2230.07,"endTime":2235.26,"body":"these people? What are my seven"},{"speaker":"Mike Verret","startTime":2230.07,"endTime":2235.26,"body":"levers that I can pull? None of"},{"speaker":"Mike Verret","startTime":2235.26,"endTime":2238.74,"body":"that means anything until you"},{"speaker":"Mike Verret","startTime":2235.26,"endTime":2238.74,"body":"understand how do I talk to that"},{"speaker":"Mike Verret","startTime":2238.74,"endTime":2244.71,"body":"person, as a human being as a,"},{"speaker":"Mike Verret","startTime":2238.74,"endTime":2244.71,"body":"every single one of us, as"},{"speaker":"Mike Verret","startTime":2244.71,"endTime":2247.92,"body":"humans has had conversations"},{"speaker":"Mike Verret","startTime":2244.71,"endTime":2247.92,"body":"with other humans. What's"},{"speaker":"Mike Verret","startTime":2247.92,"endTime":2253.08,"body":"unbelievable is when it hits"},{"speaker":"Mike Verret","startTime":2247.92,"endTime":2253.08,"body":"business it becomes this, you"},{"speaker":"Mike Verret","startTime":2253.08,"endTime":2258.12,"body":"know, me versus them. And every"},{"speaker":"Mike Verret","startTime":2253.08,"endTime":2258.12,"body":"time in a presentation, you can"},{"speaker":"Mike Verret","startTime":2258.12,"endTime":2261.3,"body":"see it like people get up there"},{"speaker":"Mike Verret","startTime":2258.12,"endTime":2261.3,"body":"and they get stage fright, let"},{"speaker":"Mike Verret","startTime":2261.3,"endTime":2264.87,"body":"alone with their messages but"},{"speaker":"Mike Verret","startTime":2261.3,"endTime":2264.87,"body":"just the idea of you're standing"},{"speaker":"Mike Verret","startTime":2264.87,"endTime":2268.26,"body":"in front of a group of people"},{"speaker":"Mike Verret","startTime":2264.87,"endTime":2268.26,"body":"who are adults, and you've had"},{"speaker":"Mike Verret","startTime":2268.26,"endTime":2271.89,"body":"conversations with adults,"},{"speaker":"Mike Verret","startTime":2268.26,"endTime":2271.89,"body":"what's the problem? If that"},{"speaker":"Mike Verret","startTime":2271.89,"endTime":2275.28,"body":"connection point, the second,"},{"speaker":"Mike Verret","startTime":2271.89,"endTime":2275.28,"body":"you're able to connect with your"},{"speaker":"Mike Verret","startTime":2275.28,"endTime":2278.76,"body":"audience, everything else falls"},{"speaker":"Mike Verret","startTime":2275.28,"endTime":2278.76,"body":"into place, you know what"},{"speaker":"Mike Verret","startTime":2278.76,"endTime":2281.61,"body":"tactics you're supposed to be"},{"speaker":"Mike Verret","startTime":2278.76,"endTime":2281.61,"body":"using. Maybe you don't need"},{"speaker":"Mike Verret","startTime":2281.61,"endTime":2285.6,"body":"seven layers, maybe you need"},{"speaker":"Mike Verret","startTime":2281.61,"endTime":2285.6,"body":"three, but at least you know how"},{"speaker":"Mike Verret","startTime":2285.6,"endTime":2289.05,"body":"to talk to them. 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So that's"},{"speaker":"Mike Verret","startTime":2311.94,"endTime":2312.42,"body":"what I do."},{"speaker":"Steve Brown","startTime":2313.41,"endTime":2316.14,"body":"So don't write that"},{"speaker":"Steve Brown","startTime":2313.41,"endTime":2316.14,"body":"line to the Dillards. mannequin,"},{"speaker":"Steve Brown","startTime":2316.74,"endTime":2321.18,"body":"write it to that person standing"},{"speaker":"Steve Brown","startTime":2316.74,"endTime":2321.18,"body":"there in the Wranglers."},{"speaker":"Mike Verret","startTime":2321.66,"endTime":2325.53,"body":"Yeah, I would even"},{"speaker":"Mike Verret","startTime":2321.66,"endTime":2325.53,"body":"go so far as to say everybody"},{"speaker":"Mike Verret","startTime":2325.53,"endTime":2328.29,"body":"else is saying, I'm looking for"},{"speaker":"Mike Verret","startTime":2325.53,"endTime":2328.29,"body":"this role and here's what I"},{"speaker":"Mike Verret","startTime":2328.29,"endTime":2331.83,"body":"accomplished. If you know that,"},{"speaker":"Mike Verret","startTime":2328.29,"endTime":2331.83,"body":"how do you do something"},{"speaker":"Mike Verret","startTime":2331.83,"endTime":2335.79,"body":"different? I been around the"},{"speaker":"Mike Verret","startTime":2331.83,"endTime":2335.79,"body":"world looking for this"},{"speaker":"Mike Verret","startTime":2335.79,"endTime":2339.3,"body":"opportunity because nobody can"},{"speaker":"Mike Verret","startTime":2335.79,"endTime":2339.3,"body":"do A, B and C better than me,"},{"speaker":"Mike Verret","startTime":2339.57,"endTime":2345.78,"body":"read on to find out more. Like"},{"speaker":"Mike Verret","startTime":2339.57,"endTime":2345.78,"body":"it's written for one purpose"},{"speaker":"Mike Verret","startTime":2345.78,"endTime":2349.83,"body":"it's a sentence, but it's"},{"speaker":"Mike Verret","startTime":2345.78,"endTime":2349.83,"body":"written for one purpose. What I"},{"speaker":"Mike Verret","startTime":2349.83,"endTime":2353.19,"body":"just said is so nuts that I have"},{"speaker":"Mike Verret","startTime":2349.83,"endTime":2353.19,"body":"to see what the rest of this"},{"speaker":"Mike Verret","startTime":2353.19,"endTime":2354.42,"body":"stuff is that this guy did."},{"speaker":"Steve Brown","startTime":2354.81,"endTime":2358.38,"body":"Right? Who does"},{"speaker":"Steve Brown","startTime":2354.81,"endTime":2358.38,"body":"this guy think he is?"},{"speaker":"Mike Verret","startTime":2358.71,"endTime":2361.65,"body":"Exactly. And it"},{"speaker":"Mike Verret","startTime":2358.71,"endTime":2361.65,"body":"doesn't have to be bold and"},{"speaker":"Mike Verret","startTime":2361.65,"endTime":2366.3,"body":"audacious if you just build"},{"speaker":"Mike Verret","startTime":2361.65,"endTime":2366.3,"body":"intrigue, it's find out more"},{"speaker":"Mike Verret","startTime":2366.33,"endTime":2371.31,"body":"about me. And that's what"},{"speaker":"Mike Verret","startTime":2366.33,"endTime":2371.31,"body":"businesses need to do. How do"},{"speaker":"Mike Verret","startTime":2371.31,"endTime":2376.47,"body":"you say? Here's what I am for"},{"speaker":"Mike Verret","startTime":2371.31,"endTime":2376.47,"body":"you in terms that you"},{"speaker":"Mike Verret","startTime":2376.47,"endTime":2380.91,"body":"understand, come and find out"},{"speaker":"Mike Verret","startTime":2376.47,"endTime":2380.91,"body":"more about it. Put the idea in"},{"speaker":"Mike Verret","startTime":2380.91,"endTime":2382.47,"body":"their head and let them adopt"},{"speaker":"Mike Verret","startTime":2380.91,"endTime":2382.47,"body":"it."},{"speaker":"Steve Brown","startTime":2384.0,"endTime":2388.95,"body":"Mike Verret, so how"},{"speaker":"Steve Brown","startTime":2384.0,"endTime":2388.95,"body":"can people connect with you and"},{"speaker":"Steve Brown","startTime":2389.19,"endTime":2391.47,"body":"can get you to help them more"},{"speaker":"Steve Brown","startTime":2389.19,"endTime":2391.47,"body":"with their messaging?"},{"speaker":"Mike Verret","startTime":2392.07,"endTime":2394.44,"body":"I would love them"},{"speaker":"Mike Verret","startTime":2392.07,"endTime":2394.44,"body":"to simply check me out on"},{"speaker":"Mike Verret","startTime":2394.44,"endTime":2398.1,"body":"LinkedIn. You can find me Mike"},{"speaker":"Mike Verret","startTime":2394.44,"endTime":2398.1,"body":"Verret, or visit my websit"},{"speaker":"Mike Verret","startTime":2398.43,"endTime":2404.31,"body":"veretandassociates.com, you ca"},{"speaker":"Mike Verret","startTime":2398.43,"endTime":2404.31,"body":"book, I really just push for 3"},{"speaker":"Mike Verret","startTime":2404.31,"endTime":2407.61,"body":"minute phone calls that ar"},{"speaker":"Mike Verret","startTime":2404.31,"endTime":2407.61,"body":"free, to clarify what you"},{"speaker":"Mike Verret","startTime":2407.61,"endTime":2410.91,"body":"message is. And I encourag"},{"speaker":"Mike Verret","startTime":2407.61,"endTime":2410.91,"body":"people to visit my site and jus"},{"speaker":"Mike Verret","startTime":2410.91,"endTime":2415.92,"body":"book time right there. And"},{"speaker":"Mike Verret","startTime":2410.91,"endTime":2415.92,"body":"love having conversations an"},{"speaker":"Mike Verret","startTime":2415.92,"endTime":2418.89,"body":"just learning about people'"},{"speaker":"Mike Verret","startTime":2415.92,"endTime":2418.89,"body":"businesses, and it gives me a"},{"speaker":"Mike Verret","startTime":2418.89,"endTime":2422.4,"body":"opportunity to practice what"},{"speaker":"Mike Verret","startTime":2418.89,"endTime":2422.4,"body":"preach. But it really I learne"},{"speaker":"Mike Verret","startTime":2422.4,"endTime":2425.22,"body":"every time I talk to them, and"},{"speaker":"Mike Verret","startTime":2422.4,"endTime":2425.22,"body":"feel like I even in that 3"},{"speaker":"Mike Verret","startTime":2425.22,"endTime":2429.63,"body":"minute call, I'm able to shif"},{"speaker":"Mike Verret","startTime":2425.22,"endTime":2429.63,"body":"their thinking and give the"},{"speaker":"Mike Verret","startTime":2429.63,"endTime":2434.1,"body":"sort of a disruptive thing t"},{"speaker":"Mike Verret","startTime":2429.63,"endTime":2434.1,"body":"consider. So it's worth th"},{"speaker":"Mike Verret","startTime":2434.1,"endTime":2437.43,"body":"while it's risk free and"},{"speaker":"Mike Verret","startTime":2434.1,"endTime":2437.43,"body":"promise not to be boring"},{"speaker":"Steve Brown","startTime":2439.44,"endTime":2441.42,"body":"Mike Verret, how do"},{"speaker":"Steve Brown","startTime":2439.44,"endTime":2441.42,"body":"you spell your last name?"},{"speaker":"Mike Verret","startTime":2442.02,"endTime":2447.03,"body":"That is V as in"},{"speaker":"Mike Verret","startTime":2442.02,"endTime":2447.03,"body":"Victor, E R R E T, Verret"},{"speaker":"Steve Brown","startTime":2447.63,"endTime":2451.56,"body":"Verret, Verret \u0026"},{"speaker":"Steve Brown","startTime":2447.63,"endTime":2451.56,"body":"Associates. Mike Verret, find"},{"speaker":"Steve Brown","startTime":2451.56,"endTime":2458.37,"body":"him on LinkedIn. He'll help you"},{"speaker":"Steve Brown","startTime":2451.56,"endTime":2458.37,"body":"sell your Elmos."},{"speaker":"Mike Verret","startTime":2458.94,"endTime":2461.7,"body":"That's right, sell"},{"speaker":"Mike Verret","startTime":2458.94,"endTime":2461.7,"body":"more Elmos. Why not?"},{"speaker":"Steve Brown","startTime":2462.6,"endTime":2465.63,"body":"Mike, thanks for"},{"speaker":"Steve Brown","startTime":2462.6,"endTime":2465.63,"body":"being on ROI Online Podcast."},{"speaker":"Mike Verret","startTime":2466.14,"endTime":2468.96,"body":"Steve, thank you."},{"speaker":"Mike Verret","startTime":2466.14,"endTime":2468.96,"body":"And I hope I can return the"},{"speaker":"Mike Verret","startTime":2468.96,"endTime":2469.95,"body":"favor down the road."},{"speaker":"Steve Brown","startTime":2470.97,"endTime":2474.54,"body":"I'll love that. All"},{"speaker":"Steve Brown","startTime":2470.97,"endTime":2474.54,"body":"right, and that's a wrap."},{"speaker":"Steve Brown","startTime":2475.29,"endTime":2479.4,"body":"Thanks for listening to another"},{"speaker":"Steve Brown","startTime":2475.29,"endTime":2479.4,"body":"fun episode of the ROI Online"},{"speaker":"Steve Brown","startTime":2479.4,"endTime":2483.12,"body":"Podcast. For more be sure to"},{"speaker":"Steve Brown","startTime":2479.4,"endTime":2483.12,"body":"check out the show notes of this"},{"speaker":"Steve Brown","startTime":2483.12,"endTime":2486.42,"body":"episode, and feel free to"},{"speaker":"Steve Brown","startTime":2483.12,"endTime":2486.42,"body":"connect with me on LinkedIn"},{"speaker":"Steve Brown","startTime":2486.42,"endTime":2490.14,"body":"where we can chat and I can help"},{"speaker":"Steve Brown","startTime":2486.42,"endTime":2490.14,"body":"direct you to the resources"},{"speaker":"Steve Brown","startTime":2490.14,"endTime":2493.44,"body":"you're searching for. To learn"},{"speaker":"Steve Brown","startTime":2490.14,"endTime":2493.44,"body":"more about how you can grow your"},{"speaker":"Steve Brown","startTime":2493.44,"endTime":2497.52,"body":"business better. Be sure to pick"},{"speaker":"Steve Brown","startTime":2493.44,"endTime":2497.52,"body":"up your copy of my book, The"},{"speaker":"Steve Brown","startTime":2497.52,"endTime":2503.07,"body":"Golden Toilet at surprise,"},{"speaker":"Steve Brown","startTime":2497.52,"endTime":2503.07,"body":"thegoldentoilet.com I'm Steve"},{"speaker":"Steve Brown","startTime":2503.07,"endTime":2506.64,"body":"Brown, and we'll see you next"},{"speaker":"Steve Brown","startTime":2503.07,"endTime":2506.64,"body":"week on another fun episode of"},{"speaker":"Steve Brown","startTime":2506.82,"endTime":2509.46,"body":"the ROI Online Podcast."}]}