SNS91 Saturday Night Special - Interview with Julio Maria Muhorro coach and speaker
[00:00:00] Scott Maderer: [00:00:00] Welcome to tonight's Saturday night, special episode 91.
[00:00:05] Julio Maria Muhorro: [00:00:05] I'm Julio Muhorro. And I challenge you to invest in yourself. Invest in others, develop your influence and impact the road by using your time, your talent and your treasures to live out your call it. Having the ability to develop yourself is key. And one way to be inspired to do it's.
[00:00:25] Having the ability to develop yourself is key. And one way to be inspired to do that is to listen to this dying inspired stewdarship podcast with my very good friends, Scott Maderer
[00:00:37]Scott Maderer: [00:00:37] you have to feel honored by different next level. You will be presenting your clients inside the same city to yourself first and foremost. And then when only talking about impact, I always ask my clients what's the need. And what's the change that your client's wants to see.
[00:00:58] Welcome. And thank you for [00:01:00] joining us on the inspired stewardship podcast.
[00:01:03] If you truly desire to become the person who God wants you to be, then you must learn to use your time, your talent and your treasures for your true calling in the inspired stewardship podcast. We'll learn to invest in yourself, invest in others and develop your influence so that you can impact the world.
[00:01:24]In tonight Saturday night special. I asked Julio about his journey from corporate to start ups to now running his own business. Julio also shares with you his top tips, if you want to grow yourself. And I also asked Julio to talk with you about how and why we can really make a dent in the universe. If we really want to.
[00:01:46] No one area that a lot of folks need some help with is around the area of productivity. Getting not just more things done, but actually getting the right things done can [00:02:00] be really tough. I've got a course called productivity for your passion. That's designed to help you do this and then to hold you accountable and walk with you so that you can tailor productivity, not just to be getting more done, but actually getting the right things done.
[00:02:20] What's more, we take the approach of looking at your personality and how you actually look at things in the world and tailor the productivity system to your personality. Because the truth is a lot of the systems that are out there are written really well for somebody with a particular personality type.
[00:02:38] But if you have a different approach to things, they just don't work, but there's tools and techniques and approaches that you can take that will work for anyone. And we help you do that and productivity for your passion. Check it out over@inspiredstewardship.com slash launch. Welcome to
[00:02:58] the show Julio.
[00:03:01] [00:03:00] Julio Maria Muhorro: [00:03:01] Thank you, Scott. It's a pleasure to be here.
[00:03:02]We just talked a little bit in the intro and a little bit about your journey and how you've moved through different stages in your life. But can you expand a little bit on the journey that you've had from, working in corporate world, working around startups and now running your own business, doing your own thing with coaching and those sorts of things.
[00:03:23] Yeah,
[00:03:24] sure.
[00:03:24] Julio Maria Muhorro: [00:03:24] So it really sire where I'm a still university. And I was just, I realized that I was about to graduate. They didn't have a job. And it really there was just the reality. And I was talking with a friend of mine. He wanted to do this technical vocational training program, but he didn't have any background in training.
[00:03:44] He was just good business. My hand, both of my teachers were parents. I grew up surrounded by books. So educated in teaching was natural. So when joined together and there was we, our first business, we had no idea what we were just really tag out. I [00:04:00] remember that I even went to Google, how to do session plans and you know how to do this sort of stuff.
[00:04:05]But it was really cool. It was a great experience. I remember we chained around 200 people in the first three months. We end up having two courses. It was really just going with the flow and learning any decorating was amazing journey. And then I remember it was just when I was about to graduate, I added my internship just to finish my degree.
[00:04:23] And I did that in the largest company, humans and Nick, the exports. Fruits and veggies table all the way to the UK, to South Africa, we like a huge organization. And it was interesting to see how from, having your own startup when you just by events, whatever you went, approve them going to a really big organization where except the structure and yeah.
[00:04:44]Organizational. Processes that you have to follow to get things done. It was super interesting, but then one of the things that really struck me was that I was just not fit to have, sit, do the work and repeat everyday again. [00:05:00] So that to me, off on a journey to just really try to find out something that was meaningful.
[00:05:05] Now, I had no idea what I wanted to do. And I remember I just saw that net speaking about this networking event. And I was like, let me just go out, meet people. I have nothing to lose. This is what I meant that Jen and SIDA are go find their stuff like TLS. So idea that they should, that works as a catalyst ecosystem.
[00:05:24] So they support different ecosystem stakeholders to have a more active role in supporting entrepreneurs. And that's been really good on my experience around, how you can really support somewhat starting to go there, their businesses. It was a chance for me to disclose my own cycle of being an entrepreneur, because now I can see all the mistakes that I've made and I both helping people don't make the same mistakes and something.
[00:05:45] I believe it was two years when I was working with them, that they invited me to eat the launch and management of what ended up being the top tier busy convention program period was a big. And was like, are you a chance? I usually opportunity just to give an idea in [00:06:00] Mozambique before the program, we never really had probation programs active in the country.
[00:06:05] We had a lot of places lend themselves incubators, but they really just work in spaces. Some of them were computers, some of them would know some of the events, but it was not a really structured office nurse. So was the queen of what you need to step into that and launch it and get things ready. Finally I got tons of exposure, international exposure and learn a lot and it was done in 19 that.
[00:06:26] Literally from the outside, my life was looking awesome. I want to international awards. I was stuffing the road. Impacting people, but deep down, I was just feeling empty and tired all the time. I remember this one day I was doing I was a speaker at the global entrepreneurship Congress in Bahrain, in the middle East.
[00:06:46] It's the biggest. For intrepreneurs and I was a member of a panel is there. And then anybody need to do a site talk. And after the talk, this young guy comes to be like, shoot. He was so awesome. I learned so much, I see myself in the majority, this is what I'm going to [00:07:00] do. And I am deep down.
[00:07:03] I was like, Dude, I don't know what I'm doing here, and I went back to my room and I was like, you know what? This is not fair. It's not fair for me. It's not fair for him. It's not fair for anyone that I'm not showing up and playing full out. And then really guided me through a journey of realigning with my purpose and deciding what I wanted to do and how I went into the world.
[00:07:25] I went deeper than I have. Or when you personal development, business design. And that threw me off to create insurance international, my company now where I coach mission-driven entrepreneurs so that they can start earning the income they deserve and making the impact, they desire with integrity. And that's been a whole different journey.
[00:07:43] I couldn't be more happy for what I have right now.
[00:07:47] Scott Maderer: [00:07:47] And how did you know, obviously I think a lot of us immediately, cause you're talking about making that transition into 2019, 2020, of course. The whole, everything changed and everybody's life [00:08:00] change. How did you navigate through 2020 with all of those challenges and changes that came.
[00:08:06] Julio Maria Muhorro: [00:08:06] So being honest, one of the things that I wasn't happy about, my nine to five was the need for me to be physically present for things to happen. Everything was offline and in person, and I do enjoy having connections, but that was literally limiting my impact, because I'm only one and I can only be in one place at once.
[00:08:24] So when a grade in my coaching business for me was from the very beginning, I was considering to have an online. Yes. So there was a tiny, it was just. Almost the perfect ear, but then, because I was it's coming from a more offline type of businesses, I remember that I had almost $50,000 secure with clients in Southeast Asia and Europe.
[00:08:45] So it was supposed to jump up there. Do a lot of like trainings, like speaking engagements. And I remember that it was like in a week or so I lost every single contract. It was to like, I will open up by email. It'd be just like show you. I'm so sorry. We have [00:09:00] no idea what you're gonna say back, Julia, we have to postpone it.
[00:09:03] It's canceled. Julia. And I Monday, I was like, you know what, I'm doing this today. I closed off my book. That was like, it's done. I don't know if that ever us tomorrow. I sent my team to just geo and I was just reflecting with myself and about seeing what. I never really wanted to have an offline business again.
[00:09:22]So why am I stressed out over this? You need the universe guided me to what I want. And I just feel bloated from offline and refocusing on the online that I wanted to do. I had to let her let little things, like how to win finals focus back on my social media and I have a additional , but still I had to update it too.
[00:09:40]It's going to go onto the road. But it was amazing. I really cannot complain 2020 was a great year for me.
[00:09:47] Scott Maderer: [00:09:47] Yeah. And I've heard from a lot of, it's interesting because as entrepreneurs, it's all over the place and you work with a lot of entrepreneurs too depending on the nature of their business, what they can do to pivot.
[00:09:57] Yeah. There's businesses that have closed down and then [00:10:00] there's businesses that are doing better than they've ever done before, because it's just, it's different, it's not look at zoom as an example, I don't think at 2019 anyone, zoom was doing okay, but nobody would have predicted what happened to zoom in 2020 from 2019.
[00:10:13] So yeah, a hundred
[00:10:15] Julio Maria Muhorro: [00:10:15] percent. It's all about people being able to pay for it. If you hope to type your concept that you have in your business, you'll miss the chance. That's for sure. Yeah.
[00:10:22] Scott Maderer: [00:10:22] And so looking at that, you've worked with a lot of different entrepreneurs. You've seen startups multiple places in the world.
[00:10:29] If you're talking to that small business owner that entrepreneur that maybe they already have a business, maybe they haven't started it yet, but they feel that tug of, boy, I want to, what are some of the top tips or ideas or suggestions mindsets. Whatever it is that you would share with them to begin to grow themselves in that direction.
[00:10:51] Julio Maria Muhorro: [00:10:51] Yeah, sure. So something that I've been working on a lot of my clients is that trifecta of income impact, integrity, right? Let's start with integrity, whatever [00:11:00] entrepreneurs it's not necessarily, we do bad things or wrong things, but we are so eager to trade our vision, to trade our passion, to take our principles.
[00:11:10] Just to make ends meet. I was there, I was really just trying to pay my bills when I started my first business. But the thing is, first of all, you have to stay still to your vitamins. You have to say who you are. And most often than not, that means that you will have to put your vision before your ego.
[00:11:28] In other rules, you cannot put your ego before your vision, because the next level of your life, the next level of your business would demand the next level of you. And then you change it and upgrade you right then. So that's the first component on integrity. When it comes down to income and impact, a lot of people think, Oh, I will start doing impact once I have some income.
[00:11:53] You can do both at the same time, you can even start having an impact before making it. It really comes down to how you design your [00:12:00] business, but let's first focus on income, right? As a mission, an entrepreneur, as someone who wants to do good, you have to be willing to receive money and to receive an income for your work.
[00:12:10]There's tons of things around pricing and how you should structure your business, but just understand that you have to feel honored by deputies recreated or the next level of pizza you resenting. Your clients is at the service that you're doing to yourself first and foremost. And then when you're talking about impact, I always ask my clients what's the need.
[00:12:31] And what's the change that your client's wants to see. Even as a coach Scott, we've had the same feeling. Sometimes we see a potential in a client. We see where they can go, but if the client doesn't want that from themselves, don't do it right. Doesn't matter. Yeah. It doesn't matter. We're really focused on what they want and then you can start.
[00:12:51] Brainstorming and working together to realize what can you do in order to make that happen? And once I played with that integrity and income and [00:13:00] impact and making sure that they are coming from a place of alignment, really, it feels like the entire universe conspires in your favor. Like in my case, right when I was like, from the very beginning, I wanted to create an online business.
[00:13:11] And yes, there was a chaotic place right now. Yes. I'm used to play offline, but remember my vision is playing online and yes, I have to integrate and upgrade. Let's go ahead and do it.
[00:13:26] Scott Maderer: [00:13:26] And the irony is that if you put the. If you give up that integrity or that mission or that vision that you have and begin to play it.
[00:13:37] It's the idea of take coaching as an example, I'll work with anyone. That means you work with nobody, as opposed to this is who I really want to help. This is my calling. This is where I'm focused. Now, all of a sudden, the irony is as you identify more clearly who you want to do work with and what you want to do in the world, you actually get more impact.
[00:13:58] Even though, it sounds but [00:14:00] now I'm focusing on a smaller group. I should have less impact. It's no, that's the, you're in a catch 22, but that's how it works
[00:14:06]Julio Maria Muhorro: [00:14:06] hundred percent. And I don't think it feels country duty because you initially down. But it's, we're super productive.
[00:14:11] So it's, it feels like you are initially done it that's wrong, but it's not because once you're doing it to make it easier on yourself to really just do Ableton, your business marketing becomes easier because you're talking to a specific person that specific need. You doing your business becomes easier because we're working with people that you love.
[00:14:29] So you come in and work, we log into what would your plan instead of sending that? So we've been with those three things and, asking yourself, for this level of income, because even in terms of impact and what does it mean to develop integrity and again, not necessarily about doing the wrong things but more around your vision and your mission.
[00:14:44] Now you want your legacy to look like in this world,
[00:14:48] Scott Maderer: [00:14:48] So if someone hears from you that, they hear you talking about this mission and your mission and they're resonating with this and they're like, okay, I want to, I've got some tug myself. I've got some feeling myself. I want to go out there [00:15:00] and make an impact, do something important.
[00:15:03] Whatever that means to them. Let's take it that direction. Let's look more closely at impact. What are some of the principles that they need to focus on or learn, or how does that kind of tie together?
[00:15:16] Julio Maria Muhorro: [00:15:16] So give us a shocker. When I realized that a lot of people think that, Oh, we have to give, if you want to receive.
[00:15:22] That's the, one of the biggest BSS part. We all know people who are takers, indigenous take, and they have a lot, meaning that they are capable of receiving people who they give everything and then they can barely make ends meet on their end. So my challenge to you as it isn't is that think about taking, giving and receiving as completely independent things.
[00:15:48] You can take period. You can receive period. You can give period. And the video, if you, I mentioned even entrepreneur, as if it's talking about, you went to the first impact [00:16:00] and that's true for you too, to think I have so much, let me give. I've taken this because it's actually mine.
[00:16:06] It's my right to have this. How can I help others to have more as well? So really think about the street component staking even. Yeah, I receive it and it's independent. And once you have that, you will start realizing that you are not limiting yourself anymore. So an example that happened with me, one of my first the first thing that I got.
[00:16:24] It was completely quote unquote random. He just saw me on social media. He reached out, I designed the entire program for him and he was like what's your price? I had no idea my pricing. I did something around $10,000 for a whole year. Of course, my player, first blank guy. So I put first, and then in the end of the year, this was October.
[00:16:43] Last year he paid me $20,000 and I was like, dude would, did be like, be up on that. And I was like but I deserve it. And I remember, Nope. I will see to my own voice. Say Julie let's receive it. And I did just receive, but it's yours. And [00:17:00] then you can decide what, when I do it with the money.
[00:17:01]So we allow ourselves to receive, you don't have to earn your money. If you showed that you play for that, it's yours, it's your right. Take it. But also you don't need to have a lot. We need to start giving back. That's the second layer of the question where I developed this framework called the treaties, where you start to decide Which team you are given because something that you also think is Oh, you have to give in order to receive because you need to make mistakes.
[00:17:27] Here's the thing. If you're a closet, have a space for 20 shirts and someone offer you additional shorts. We don't return the shorts. You get a bigger closet, right? This is the meter. It's only the short. So make sure that you would help greet in space to receive. And the thing is funny enough in our brains as we give new perceive.
[00:17:48] But I see a lot of people say I don't have money. Let me give the little money I have so that I can have make room for more. No, why we'll do it? Your brain will be black. You are well, you don't have money. You cannot make ends meet why giving your [00:18:00] money away. So a nice late for picking your brain is going okay.
[00:18:03] I don't have enough treasure to give. But I can have, I have enough time to give, so maybe you don't donate to add charity, but then you do free work. You volunteer your time for a charity, but it can be like, I'm already so busy. Then you can give your talent. That's the 30th and your talent is this specialized work that, someone just don't wake up with the times that you have, and you can decide to do that.
[00:18:28] And the beauty of that is that you're teaching your brain. You're teaching yourself that you can give. And because you can only give what you have. You're already feeling what abundance and therefore opening up more space to receive more. Does that make sense? But yeah.
[00:18:43] Scott Maderer: [00:18:43] Yeah. As another words, it don't limit your giving to just the dollars you have or even the time you have, or even the talents you have, but think about.
[00:18:54] It more abundantly to create space and recognize that it's not that [00:19:00] at another words, it's not like the universe is a cosmic vending machine so that when I put a quarter out, I get a quarter back or I get whatever I want back it's, those are independent. But at the same time, as you give more and find ways to create that space, You recognize more abundance, you're more able to receive.
[00:19:21] So it, they are they're related, but not in a give and take way in a, but it's more around the mindset and the heart. Is that kind of what you're saying?
[00:19:29] Julio Maria Muhorro: [00:19:29] Yeah, a hundred percent fully around the mind and how you perceive those seats and the value. And it will be something like, someone is your grandma is struggling to manage your furniture, sit down with her and help out a few minutes, but really from a place that you genuinely love giving it, doesn't have to feel like a harder, should not feel like an obligation, because if you start to think, when we give it's actually one of the most selfish acts, we can.
[00:19:53] Engage with it because they are giving because we want to feel good because we want to. That a person that never [00:20:00] really asked for our help in the first place. So really understanding that and understanding it also I don't know if you heard the story about the black, the butterfly, where if you have a butterfly come out with it, you are literally condensing it to live in with that fine for life because the wings will be too weak.
[00:20:15] You wouldn't be able to fly and all that stuff. So they're trying to help us support people is important to also realize that. It's not about us. It's about the other person and you making sure you are keeping a way to enable the person to grow and not to creep up that growth.
[00:20:33] Scott Maderer: [00:20:33] So as we kind of shift gears here I'm going to ask what I always jokingly tell people are the easy questions.
[00:20:39]I'd say if we invented a machine and I could pick you up and I could take you into the future a hundred to 150 years, and you were able to look back on your life. What's the impact that you hope you've had on the world?
[00:20:55] Julio Maria Muhorro: [00:20:55] It's such a beautiful question, but the impact that I know I'm having in the [00:21:00] road as we speak, and it's, I'm getting amplified and growing every day that people will see me and what I do as a first few recognition.
[00:21:11] People cannot stay in my field and be in the same. They feel challenged to play full out. They feel challenged to separate the next level. They feel challenged to really harness their power. And from that place, being able to create that they want. And from that place, being able to share that power with others.
[00:21:30] Because in end of the day, your power cannot be given or taken it's yours. You can only forget, but also you can remember your power and magic stuff starts to happen when you acknowledge your power and we own it. And we really site leading our lives the way we want to live.
[00:21:50] Scott Maderer: [00:21:50] So what's coming next on this journey as you're, obviously you're still continuing to grow and pivot, and I'm sure the business is changing and continuing to evolve as well as you as a [00:22:00] person.
[00:22:00] So what are the, some of the things that you have coming up on this journey as you're living out your call?
[00:22:06] Julio Maria Muhorro: [00:22:06] Sure. So for the last year. And so I've been pretty focused on supporting entrepreneurs one on one. And now I'm transitioning more into also engaging more with corporates and blood for organizations and really playing the power game, influence the people in positions of power ends up making decision that affects the life of everyone else.
[00:22:26]So we, that's why we are moving forward, making sure that original power I first and foremost, their language, their own power. And that are aware of what's happening in the front lines and therefore being able to make a decisions that it part other people deliberate our lives. So really, but we are going for the next few years,
[00:22:44] Scott Maderer: [00:22:44] you can follow Julio on Twitter is Julio
[00:22:48] He's also on Instagram with the same name as well as LinkedIn. And you can find out more about Julio, his coaching over at link tree, spelled L I N K T R [00:23:00] dot E. Slash Julio Mojarro of course I'll have links to all of this over in the show notes as well, too. Leo, is there anything else you'd like to share with the listener today?
[00:23:10] Julio Maria Muhorro: [00:23:10] Just that remember that you pass up your measure and that if you are giving you forgiven officially, you give it. Something to live for it's because you are the person to drive back, but the universe life, God force you to do it. You have to be willing to come into what can change the world. You can do this.
[00:23:30]Scott Maderer: [00:23:30] Thanks so much for listening to the inspired stewardship podcast, as a subscriber and listener, we challenge you to not just sit back and passively. Listen. But act on what you've heard and find a way to live your calling. If you enjoy this episode please do us a favor. Go over to inspired stewardship.com/itunes rate.
[00:23:57] All one word. [00:24:00] ITunes rate, it'll take you through how to leave a rating and review and how to make sure you're subscribed to the podcast so that you can get every episode as it comes out in your feed until next time, invest your time, your talent and your treasures. Develop your influence and impact the world.

SNS88 Saturday Night Special - Interview with Karen Lealand founder of the Sterling Marketing Group
[00:00:00] Scott Maderer: [00:00:00] Welcome to tonight's Saturday night, special episode 88.
[00:00:05] Karen Tiber Lealand: [00:00:05] I'm Karen Tiber, Leland, and I challenge you to invest in yourself, invest in others, develop your influence and impact the world by using your time, your talent and your treasures to live out your calling. Having the ability to recognize when you are not managing your energy well is key.
[00:00:24] And one way to be inspired to do that is to listen to this. The inspired stewardship podcast with my friend, Scott Maderer.
[00:00:32] Are my customers sitting on Facebook, picking people from base vendors from Facebook? Are my customers sitting on YouTube doing that? Are my customers listening to podcasts and doing that? Are my customers reading blogs are my customers on tic-tacs are my customers at clubhouse right now? And if they're on clubhouse,
[00:00:50]Scott Maderer: [00:00:50] Welcome and thank you for joining us on the inspired stewardship podcast. If you truly desire to become the person who God wants you to be, [00:01:00] then you must learn to use your time, your talent and your treasures for your true calling in the inspired stewardship podcast. We'll learn to invest in yourself, invest in others and develop your influence so that you can impact the world.
[00:01:17]In tonight, Saturday night special. I talked to Karen Tiber Leland about why you may be wasting your time marketing. Karen shares with you, the difference between drunk and sober marketing and why it matters. I also has Karen to share why brand management is more than marketing and why it should matter whether you're a person or a business or both, one area that a lot of folks need.
[00:01:41] Some help with is around the area of productivity, getting not just more things done, but actually getting the right things done can be really tough. I've got a course called productivity for your passion. That's designed to help you do [00:02:00] this and then to hold you accountable and walk with you so that you can tailor productivity, not just to be getting more done.
[00:02:10] But actually getting the right things done. What's more, we take the approach of looking at your personality and how you actually look at things in the world and tailor the productivity system to your personality. Because the truth is a lot of the systems that are out there are written really well for somebody with a particular personality type.
[00:02:30] But if you have a different approach to things, they just don't work, but there's tools and techniques and approaches that you can take that will work for anyone. And we help you do that and productivity for your passion. Check it out over@inspiredstewardship.com slash launch. Karen Tiber Leland is the founder of Sterling marketing group, a branding and marketing strategy and implementation firm.
[00:02:56] She has worked with LinkedIn, Google capital, one Marriott [00:03:00] hotels, and SC Johnson among others. Focus on helping CEOs personal and large and small businesses on building their brands. She's also a best-selling author of 10 traditionally published books selling over 400,000 copies. She's got several books, including no nonsense time management and the brand mapping strategy and her latest book coming out later this year is called drunk marketing.
[00:03:25] Karen, welcome to the show.
[00:03:28] Karen Tiber Lealand: [00:03:28] Thank you. I'm so happy to be here. So
[00:03:31] Scott Maderer: [00:03:31] one of the things you use, a couple of terms when you're talking about marketing that are a little unique. And can you expand a little bit and clarify, what is it you mean when you talk about drunk marketing versus sober marketing?
[00:03:47] Karen Tiber Lealand: [00:03:47] By the way, the name of my next book coming out is called no more drunk marketing.
[00:03:52] So here's what I mean by drunk marketing. When I first started doing this business about a decade ago, and this still happens today. [00:04:00] People would call me about once a week, I get a call from somebody. They says, hi, we spent $30,000 with a PR firm and we didn't get anything that we were happy with. We spent this much money on a website.
[00:04:11] We weren't happy. We spent this much money on Facebook ads. We weren't happy. Now that doesn't mean there's anything wrong with Facebook ads or PR websites. Those are all great things. But what I started to realize is that people were doing these things in a vacuum without any strategy behind them, without any researcher strategy.
[00:04:28] So they were in a sense, just guessing about what would be a good thing to do. And I realized that's a little bit like what I would call drunk marketing. It's just doing stuff. Hoping it turns out as opposed to sober marketing, which is where you actually have a marketing strategy and plan based on the matrix of who you are, who your customers are, where they are, where they consume information, what you're trying to achieve and what logically makes sense for your business in terms of your, the marketing plan.
[00:04:58]Scott Maderer: [00:04:58] What I've seen a lot [00:05:00] from business owners is it's not even random. It. There is a direction to it. It's just a weird one.
[00:05:07] Karen Tiber Lealand: [00:05:07] It's an unresearched direction. In other words, it's a direction that they're doing because something's hot. Oh, somebody called me of the day and they said, should I be on Tik TOK?
[00:05:17] And I said, no, exactly. I said, no, your clients are. Like 60 year old women. They're not on Tik TOK.
[00:05:26] Scott Maderer: [00:05:26] That's ridiculous, but there's a few 60 year old women on tip top, but not
[00:05:32] Karen Tiber Lealand: [00:05:32] very many. The market isn't consuming information
[00:05:36] Scott Maderer: [00:05:36] on Tik TOK. And that's what I was going to say is what I've seen a lot of business owners do is they look at it and they go.
[00:05:42] It's either what's hot. What's coming next. I need to go there. Or it's is having success with fill in the blank. So therefore I have to be doing that even though their market may be completely different. Their client may be completely different. Their Custer, nothing's in common with but it doesn't [00:06:00] matter.
[00:06:00]Having success on Instagram. So I've got to have an Instagram feed.
[00:06:03] Karen Tiber Lealand: [00:06:03] Yes exactly. And so that to me is drunk marketing,
[00:06:07] Scott Maderer: [00:06:07] like drink, texting. Okay. And good drug
[00:06:10] Karen Tiber Lealand: [00:06:10] texting. That's a little different.
[00:06:12] Scott Maderer: [00:06:12] Oh, okay. No, I'm sorry. That's true for that. So one of the things too, when you think about that is how does this connect to business owners and their kind of mindset and energy around time?
[00:06:27] Karen Tiber Lealand: [00:06:27] Yeah. So part of what I talk to people about, as I say, marketing and branding, whether it's personal marketing and branding or business marketing and branding or CEO, marketing, and branding, what all takes time. And if you want to use your time then you want to be, you want to have a strategy behind it that makes sure that you're doing the right things and you're doing the right things in the right way.
[00:06:49] And so part of what I talked to people about is that if you're going to make time for marketing, you want to make sure that you have first thought through are these actually the actions that I should be [00:07:00] taking. And I know that sounds so amazingly simple, but I'll be, I will tell you, I get calls every day.
[00:07:07] So many people don't do that. They don't do it for their businesses. They don't do it for their personal brands. And so for me, it's really this idea of. You don't just run out there and start brand-building cause there's over 40 different tactics you could use to build a brand personal or business.
[00:07:22] You're going to waste a lot of time and a lot of money. If you're just running out there, building that brand before you've actually. I stopped to think about, okay, what is the strategy here? So of those 40 tactics, I always tell my clients, there's usually two to five that are the main tactics you should be using.
[00:07:41] And the trick is figuring out what those two to five are, and then investing your time in those two to five.
[00:07:49] Scott Maderer: [00:07:49] So one of the terms, of course, I work with a lot of people on productivity and this sort of thing. And I think you and I have a little bit of common ground in that we don't like thinking about it from the point of view of time [00:08:00] management.
[00:08:01] So instead you talk too about energy management. Can you talk a little bit about why, why do you use that language instead? And some tips where they can begin to look at this as part of their energy management as a business owner.
[00:08:16]Karen Tiber Lealand: [00:08:16] I think if you look at the history of time management let's take 80 years ago, or even 75 years ago, a generation ago where people worked, they didn't necessarily all punch a time clock, but essentially yeah.
[00:08:31] People worked a set of given hours and being there those hours was the measure of their effectiveness. And you had to get your work done within those hours. So in those days it really was a function of time management because you worked nine to five as an example. Okay, moving forward a little bit in time, going to maybe 15 years ago, people started working less based on that kind of very restrictive time schedule.
[00:08:58] And it became more about what [00:09:00] you could get done. Rather than what you could get done in a period of time. So it was more about managing your energy. And the reason I say that is you think about an hour, an hours and immutable thing. An hour is an hour. There's only 24 hours in a day.
[00:09:14] There's seven days in a week. So then what's the difference when you take one person and they can get a lot done in an hour and another person who gets nothing done in an hour, it's the way they're managing their energy within that hour. It's not the time. The energy, I think where we are today.
[00:09:30] And I think COVID, didn't create this, but I think COVID accelerated this trend is I think we're even moving beyond energy management to focus management today because people are working from home, all different kinds of hours, all different lines of locations. People are know are being digital nomads, and they're traveling around the country and the world working.
[00:09:51] So I think today we're even looking more at focus management than we are at energy
[00:09:56] Scott Maderer: [00:09:56] management. And there's more and more things screaming for our attention [00:10:00] in today's world than, 15 years ago.
[00:10:02] Karen Tiber Lealand: [00:10:02] Without a doubt. And and when you think about it, people, because a lot of people have been working from home with COVID.
[00:10:08] They have all these additional distractions, the dog, the cats, the kids, the spouses, et cetera, et cetera. And so your
[00:10:16] Scott Maderer: [00:10:16] spouse a distraction, they won't enjoy that. Don't don't do that.
[00:10:20] Karen Tiber Lealand: [00:10:20] You didn't say this. It was just a female spouse. It could be a male.
[00:10:23] Scott Maderer: [00:10:23] No, I said they won't like that. I did not she they won't like that.
[00:10:26]Don't do that. Yeah. He or she, or. But whatever they won't enjoy that they'll do that. But
[00:10:31] Karen Tiber Lealand: [00:10:31] the truth is that if you're sitting there and you're working and your spouse, as much as you love them, comes into the room and says, Hey, I'm what do you want for dinner tonight? Then that is a distraction.
[00:10:42] Might be a pleasant distraction because you love your spouse. The reality is that anytime you get distracted from something you're working on it takes an average of 20 minutes to get back to the thing you were working on. So you lose all that focus and momentum. And so that's just one of the issues that we're all having to learn to deal [00:11:00] with.
[00:11:00] As things have changed with more working from home.
[00:11:04] Scott Maderer: [00:11:04] Exactly. Yeah, no. And I think that was happening even before we quote, to work from home, because I know when I worked in a cubicle land, the same thing would happen. It wasn't your spouse walking in, but it was the person next door.
[00:11:18] It was the noise down the hall.
[00:11:20] Karen Tiber Lealand: [00:11:20] Absolutely. Yeah, absolutely. And I just want to say about that. That's why I say that. I don't think COVID created this, but I think COVID has been an accelerant
[00:11:29] Scott Maderer: [00:11:29] to accelerated it. Yeah. Yeah. So earlier you mentioned, there's over 40 tactics minimum, and depending on how you slice and dice it, maybe even more to brand building, whether it's a company brand or a personal brand, can you talk a little bit about, and we don't have time to go into all 40 tactics for sure.
[00:11:49] But why should people worry about looking at it from the point of view of brand management? Not just marketing.
[00:11:55]Karen Tiber Lealand: [00:11:55] Because if you think about it, marketing is more the end, it's, if you think about [00:12:00] again, if you go back in history, branding and marketing were very separate things, right?
[00:12:05] They lived in very separate domains and they had an impact on each other, but they were separate. I think that the world we live in today, Branding and marketing, social media, even business development, all are like circles that intersect with each other. They all have a relationship with each other. So in my world, when I talk to people about marketing, to me, marketing is a tactical approach you take to getting customers.
[00:12:34] In a funnel, right? To getting customers in a funnel to start doing business with you, potentially branding is a much bigger context. Branding is getting known. Branding is getting people to see who you are. Branding is making people aware of your business and who you are. And then marketing is more moving them along the path to get to you.
[00:12:56] The problem is this there's a lot of overlap. So I'll give you a [00:13:00] perfect example. I get calls all the time and I get asked this question all the time. Somebody will call me and they'll say, hi, I Googled, personal branding and your name came up. And then I went and I looked at your website and I saw that you do a podcast and I listened to a couple of your podcasts.
[00:13:15] And I saw that you have a video series on YouTube. And I went and I looked at your video series and. And then I picked up the phone and called you, and I'm really interested in working with you and people will always say to me did the podcast, get you to the client? And I sit in the answer to that is, which of those things made the difference?
[00:13:31]The answer is all of them and none of them. Just like in basketball, when they talk about an assist, the guy may be the one who closes it through the hoop, but he had an assist from all the other people helping him on the team. It's like all of those things are what start to contribute to building that brand and that person coming to see me, that person calling me up.
[00:13:53] And so I think we have to think about it more as a marathon and less of us. The sprint these days [00:14:00] and all of those different branding activities, we do all those, or those tactical 40 items that we choose to do. Whichever ones, those are all touch points. And the goal of those touch points is to get the person to the place that by the time they call us or they come in contact with us, they already have a strong sense of who we are.
[00:14:21] What we do, what we're committed to at what we can offer them. So in a way it goes from being a cold outreach to much more of a warmer outreach. Does that mean?
[00:14:34] Scott Maderer: [00:14:34] Yeah, no, it does. And I've seen the same thing on, in my business, but one of the reasons I do the podcast is not necessarily to get customers, but it's just one more touch point where people hear my voice.
[00:14:46] They get to know me, they know what I stand for. And, they can get more comfortable with the idea of not just working with me, but also introducing me to someone else. And, maybe that person ends up working with me. [00:15:00] So it's not even directly one-on-one marketing, like I'm sending direct mail to someone and yet it is marketing at the same time.
[00:15:07] Exactly.
[00:15:08] Karen Tiber Lealand: [00:15:08] And I think part of the trick with that is really understanding that there is no one, one size fits all and that there isn't any, just one thing that if you just do that, it's we don't live in what I call the, it's not oversized anymore, which is people used to think, Oh, if I can just get on Oprah, I'll sell a million copies of my book, which by the way, it wasn't even true for most people.
[00:15:29] It was just true for some people. But the reality is that we don't live in that world. There's many different touch points. So in a way you have to be ubiquitous and being ubiquitous. If you don't manage your time well through a good strategy. Means you end up doing a lot of activity without a lot of results.
[00:15:47] And you end up with a lot of wheel spinning, which is why to me, there's this direct connection between time management, energy management, focus management, and marketing and branding.
[00:15:58] Scott Maderer: [00:15:58] So let's look at that a [00:16:00] little deeper focusing on just a small business owner. Of course They will they'll know right away.
[00:16:05]We need to do branding. We need to do marketing. We need to put this stuff out there. And we just talked about time and energy is a drag on that as well, because there's only so many hours in the day. So they struggle with knowing where to spend that energy, where to spend that time, where to put that focus.
[00:16:21] What are some of the tips or advice that you would have for them to at least get started down this road in an effective way? One thing,
[00:16:27] Karen Tiber Lealand: [00:16:27] and this is where I always start with my clients because I always start with the traditional SWAT analysis, which is I look at, okay, given the current state of their brand, again, this could be a personal brand, a CEO brand, and executive brand, a business brand doesn't matter, what is the state of their brand?
[00:16:43] So in other words, what are the strengths of that brand? So if you look at that brand in the marketplace, What is the strength of that brand, right? How is it competing? How is it doing well? What is the strength? What is the weakness of that brand? Where are the places where that brand is not standing up?
[00:16:59] So [00:17:00] well, what are the opportunities that brand currently has in terms of white space? And then what are the threats to that brand? Both short-term and long-term, it's amazing when you look. At just a very simple SWOT analysis for the brand, how much you can see already tells you what you should be focusing your time and your energy on.
[00:17:20] And again, it sounds so simple, but so many people don't even take the time to step back and do that kind of SWAT analysis on their brand. Now, admittedly, it's a little harder to do that for yourself because it's hard to see through the inside of your own eyelids. Like one of my, one of my favorite stories I like to tell is that.
[00:17:40] I years ago, I once got called by a vice president of marketing at LinkedIn. Cause he wanted to hire me to help him redo his LinkedIn profile. Wow. Okay. Has it's really hard to see for
[00:17:52] Scott Maderer: [00:17:52] yourself. So he's reading, he's in LinkedIn wanting to redo his LinkedIn. And then to bring in marketing and he's [00:18:00] the VP of marketing and he has to bring in.
[00:18:01] Okay. Yeah. That makes actual perfect sense. It's really logical
[00:18:05] Karen Tiber Lealand: [00:18:05] actually, or how brilliant you are. It's, that's why lawyers don't defend themselves in court and doctors don't operate on themselves. It's really hard to do this stuff for yourself, but regardless, so it's really starting with this SWAT analysis.
[00:18:20] I think that's really one of the. Foundational things you have to do. And then I think the other, and that already knocks a bunch of things out of the park. By the way, if you're doing a SWOT analysis, you can start to see what would be appropriate. The other thing is really asking yourself, where do my customers consume information?
[00:18:39]Are my customers sitting on Facebook, picking people from face vendors from Facebook? Are my customers sitting on YouTube doing that? Are my customers listening to podcasts and doing that? Are my customers reading blogs are my customers on tic-tac or my customers on clubhouse right now. And if they're on clubhouse, what are they listening to?
[00:18:57]You have to do a little research to see where are [00:19:00] my consumers, my customers consuming information. Yeah. Cause you don't want to spend your time or your money. Doing activities in places where your customers aren't living, where they're not picking vendors doesn't make sense.
[00:19:14]Scott Maderer: [00:19:14] And again, that gets back to, you have to actually know who your client is and know them well as well.
[00:19:20] Karen Tiber Lealand: [00:19:20] W undoubtedly, whenever people say to me who, when I say who's your client, they go, everyone. I go, Oh,
[00:19:27] Scott Maderer: [00:19:27] I'm in trouble. Those are the, yeah.
[00:19:30] Karen Tiber Lealand: [00:19:30] Everyone is the single word. That's the kiss of death when it comes to marketing.
[00:19:37] Scott Maderer: [00:19:37] So let's get a little more tactical as well. We've talked a lot about time and energy and focus and.
[00:19:44] So when it comes to that task lists that I think all of us have business owners especially where, you cross five items on your, on, off, on your list and then you add 10 more and it just seems to never end what are some of the [00:20:00] ways that they can begin to master their planning to at least get the right things done on that list.
[00:20:05] If not everything.
[00:20:06]Karen Tiber Lealand: [00:20:06] First of all, you have to start with understanding. I think that most people live in a state of what I call magical thinking when it comes to their to-do list. So people write down all this stuff they want to get done during the day. And they, through magical thinking, they convince themselves they're going to get all or most of that done.
[00:20:25] Okay. As we all know that doesn't happen for the most productive person that generally doesn't happen. So the problem is when people have this kind of magical thinking towards their to-do list at the end of the day, they often feel. I'm going to use the word bad, but bad, guilty, upset, frustrated that they didn't get everything done on the to-do list, which only slows them down even further.
[00:20:51] So what I tell people is that really the key is that you have to pick the top two or three things that you absolutely feel are critical to get [00:21:00] done for that day that you're committed to getting done. And you have to manage yourself against getting those two to three things done. Then if other things get done on top of that, in addition to that, you consider that icing on the cake, right?
[00:21:15] It's a great win and you consider it icing on the cake, but you really only commit yourself to managing yourself against getting those two to three things done every day. Then at the end of the day, you have that sense of satisfaction. That things got done. And you don't have to feel Oh, bad or wake up in the middle of the night, sweating it.
[00:21:36] So that's, I think one thing that's really critical to all of
[00:21:39] Scott Maderer: [00:21:39] that before we change gears and ask you a couple of the questions that I try to ask every guest, is there anything else about time or energy or branding or marketing, your areas of expertise that you'd like to share with the
[00:21:53] Karen Tiber Lealand: [00:21:53] listener?
[00:21:54] I think just that it's what I said earlier, which is the branding and [00:22:00] marketing today is a marathon. It's not a sprint. It's really about creating a consistent quality set of touch points that your potential client can follow. It's like leaving really good breadcrumbs, right? That, that you're.
[00:22:17] Potential client can follow so that they find you, but by the time they find you there, your brand is so well established in their mind that you're starting the conversation at a much higher level. And that's everything from the photo that you put up of yourself to what your LinkedIn profile looks like to your website, et cetera.
[00:22:37] It's really making sure that there is that consistent high quality messaging across all platforms. That's really critical today.
[00:22:48] Scott Maderer: [00:22:48] So one of the questions I try to ask every single one of my guests is around stewardship. Speaking of brand inspired, stewardship is part of my brand. And this concept of stewardship [00:23:00] is inherent to that.
[00:23:02] So as I've asked people, this question I've learned, everyone has a different definition of that. So what does stewardship mean to you and how has it impacted your life?
[00:23:12] Karen Tiber Lealand: [00:23:12] Do you mean stewardship in the sense of stewardship over the brand or just stewardship
[00:23:17] Scott Maderer: [00:23:17] it's open-ended on purpose?
[00:23:19]Karen Tiber Lealand: [00:23:19] To me stewardship means, cause I understand what you're talking about.
[00:23:23]I think to me stewardship means three things. One is that it means that the things that are within your I'm going to call it your sphere of influence. I can't influence for example, climate change on mass, but I can't influence whether I recycle or not. So the things that are within I can't influence.
[00:23:44] The total state of love and harmony in the planet, but I can make sure that I'm kind to the people around me. So to me, stewardship means that the things that were, that are within my sphere of influence, whether they are in my business, my personal life, [00:24:00] My, my, my social life, my casual life that the things that are within my sphere of influence, it's my job and my responsibility to do the best job I can with those things, to the best of my ability in a responsible way.
[00:24:17] And consistent with my values. That's what stewardship means to me. It's like I was having this conversation with a friend the other day who runs a, his company is just about to go public. And he and his wife and I were having a conversation about business. And somehow this conversation came up and yeah.
[00:24:33] And he said, I said to him, what's the one philosophy, you run your business by. And he said the one thing I've always done is do the right thing. And he said, what's the one you run your business by. And I go do the right thing and we laughed. And we said, no wonder we're friends. Me to me.
[00:24:48] Stewardship is like that. It's that you have to do the right thing, not the thing. That's the most economically beneficial to you. Not the thing that necessarily [00:25:00] always feels the best, not the thing that is necessarily always looks the best to other people from the outside, but stewardship is doing the thing that is the right thing in a given circumstance, personal or professional that's within your sphere of influence.
[00:25:16] Scott Maderer: [00:25:16] Awesome. I love that definition. If you could travel into the far future, let's say I invented a machine and I could pick you up today and take you into the future a hundred, 150 years. And you could look back on your life. What is some of the impact that you hope you've had on the world?
[00:25:33]Karen Tiber Lealand: [00:25:33] I do hope that the people that have come across my path have been converted from drunk marketing to sober marketing.
[00:25:40] I do hope that is one contribution I've made. Mostly I would hope that. Everybody in my life, personal or professional basically said that I helped make them a more creative person or express their creativity more as a result of knowing me and by creativity, I don't mean paintings hanging on the wall.
[00:25:59] That's one [00:26:00] type of creativity. Some people's creativity is expressed in their business right. In their, the way they do their companies. So I would say, I would hope that. The impact I would have made is to really have supported other people in expressing their creativity.
[00:26:15]Scott Maderer: [00:26:15] you can find out more about Karen and all she does over@thesterlingmarketinggroup.com. You can also follow her on Facebook is Karen Leland dot SMG on LinkedIn is Karen Leland and on Twitter as Karen F Leland. Of course I'll have links to all of this over in the show notes as well. Karen, is there anything else you'd like to share with the Lister?
[00:26:39] Karen Tiber Lealand: [00:26:39] Not really other than, I just want to say that as I think, I've got two new books out, I've got the no-nonsense time management, 50 weight, 50 tips to hack your time and get everything done is available on Amazon. And I have the new version, audio version of the brand mapping strategy design build and accelerate your brand is out on Amazon.
[00:26:56] So other than just that, if people want more details there in those two [00:27:00] books, that's pretty much it.
[00:27:01] Scott Maderer: [00:27:01] Awesome. Thank you so much for coming today. I appreciate it.
[00:27:04] Karen Tiber Lealand: [00:27:04] My pleasure. Thanks for having me.
[00:27:06]Scott Maderer: [00:27:06] thanks so much for listening to the inspired stewardship podcast as a subscriber and listener, we challenge you to not just sit back and passively listen, but act on what you've heard and find a way to live your calling. If you enjoy this episode. Please do us a favor. Go over to inspired stewardship.com/itunes rate.
[00:27:34] All one word iTunes rate. It'll take you through how to leave a rating and review and how to make sure you're subscribed to the podcast so that you can get every episode as it comes out in your feed until next time, invest your time. Your talent and your treasures develop your influence and impact the world. .