Your marketing is for the prospect and not you, with Brandy Lawson

Overview

We're all often very clear about what customers should expect from us. We're all trained and tuned to sell our services that way. But how often are we crystal clear about what we expect from a client? If you're honest, do you pander or do you genuinely serve the customers stated goals.

This week my Guest is Brandy Lawson. Defining what she does seems hard at first but when we dug into things she's done an outstanding job of specializing in filling the needs of a very particular type of business owner.

About Brandy

Brandy is a lover of ridiculous shoes, advocate for the best & highest use of technology, bringer of clarity and recovering know-it-all.

At FieryFX, her marketing & consulting agency, she makes it simple for business owners to attract the right clients and make business decisions easily, without all the trial & error by using the 4 simple machines of business.

Brandy's passion stems from the failure of her parent's first business as she experienced first-hand how critical being found and working effectively are for businesses to survive, and thrive.

Links and mentions

Brandy's Website : http://fieryfx.com/

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Automatic Audio Transcription

We're all often very clear about what customers should expect from us. We're all trained and tuned to sell our services that way. But how often are we crystal clear about what we expect from a client? If you're honest, do you pander or do you genuinely serve the customers goals, the ones they've actually told you they want to achieve? But often they seem a little unwilling to do what's needed this week. My guest is Brandy Lawson. Defining what she does seems hard at first, but when we dig into things, she's done an outstanding job of specializing and filling the needs of a very particular type of business owner.

Hi there, and welcome back to Amplify the Digital Marketing Entrepreneur Show. I'm Bob Gentle, and every Monday I'm joined by amazing people who share what makes their business work. If you're new to the show, take a second right now to subscribe so you don't miss new episodes and you can grab some older ones when you're done with this one. Don't forget as well, you can join my Facebook group, just visit, amplify me, dot form forward, slash insiders and you'll be taken right there.

So welcome along. And let's be brandy. This week, I am thrilled to welcome Brandi Lawson to the show. Brandi runs, Fihri affects. Brandi, you're in Phoenix. And why don't you introduce who you are, where you are and the kind of work you do? Thank you, Bob. Yes, Phoenix, indeed, you and I were just discussing still a little warm here. So I'm Brandi Lawson and I help clients with leveraging what I've come to call the four simple machines of business.

But really, I love technology and not everybody loves technology. And so that is what we've set out to help clients do, is really harness many facets of the places in business where we apply force. It gets amplified in amazing ways. I like that.

I like the idea of the points where you apply force that makes so much sense because everything is effort. Oh yes. And really crystallizing it down to there are four places where you apply it to me more.

So it kind of goes to this is a a succinctness that is only recently as I did.

I've I've been doing weekly videos for about two years and talking about the various topics. And when we went to Fihri effects because I started my business is a different under a different name. I almost stopped doing websites completely.

And that's what we've been doing for four clients because nobody knows what they need out of a website. And if I can't build something that gets results, I don't want to I don't want to do anything at all.

And so I've been trying to figure out, like, are we a marketing agency? Am I a chief technology officer? Like, what do we actually help businesses with? Because it was very multifaceted and hard to describe. So we when we became very effects, we were a marketing agency because people seem to be able to wrap their heads around that and we lead with strategy. But in actuality, like once we get you in the door, there were these four places that we found are we are good at and can help businesses with.

And when we help businesses with these these four places, that they can make their impact so much more quickly on the world. And those are websites, smart business, analytics and technology. And now I can articulate it. But in the early days of business, I think many of us find that we especially if we don't kind of fit in an existing box, we kind of struggle to explain what we do.

And I think it takes some working with clients, but I think it also takes some working with other people who can reflect back to you what you're good at for us to kind of finally sift through it and be able to go, aha.

And so it actually came to me as I was listening to an audio book where the author was talking about a lover and he describes the lover. He's like, yeah, lover. You know, it it amplifies the force, you put it.

I was like, there it is. These are simple machines. This is the physics concept of a simple machine. But in business, because if we apply effort in these particular places, we magnify its force, we change the direction of what's on the other end. And so that's kind of how we finally being able to talk more succinctly about what it is we do and how we help clients.

I really like that because I was speaking to somebody the other day who said you must have a framework if you want to be able to clearly communicate what you do and stand out. Yes, the best way to do that is with a framework that's got your own flavor on it. I think there are lots of different flavors, lots of different frameworks for explaining marketing strategies.

Yes, but having your own one that really has your own flavor, but is so I to yours is, I imagine, quite powerful. How much of an impact has that had on your ability to communicate what you do?

Oh, it's been it's been epically business changing, honestly.

And I think the other piece of that is, yes, having a framework is super helpful.

Getting there is a journey for sure. And you and I talked about we're actually launching a podcast. And when it came to naming the podcast, if I would not have had my framework, that would have been a lot harder. Also, having that framework allows me to even look at how we do content, because as we do as we produce content and now as we're doing the podcast episodes, I'm taking a business topic and then we're taking that through our four simple machines of business.

So I did a video series called That's Not What Email Is For, because if you really want to get me on a soapbox topic, we'll talk about email. I have to pop in here.

I can see your face and you look angry. Yes.

Yes. So that's not what email is for. And so basically, I take the idea of email and then I take it through the four simple machines. So, like, how does how does email relate to websites? Well, that is your form. Submissions of your form submissions are just. Coming to your inbox, that's not what e-mail is for. And then smart business talking about the process you have for your to do list if it's stuck in your inbox that you're actually letting other people prioritize your day.

And then we look at it through analytics. If your reports are coming to your email, that's also not what emails for, because we know that they're not going to get looked at if they're in their email box.

And then finally, the technology talking about what powers your email so that it having that framework not just allows me to be able to answer my, you know, do my elevator pitch or help somebody understand what we do. But it actually ties into how we produce content and it's very powerful when we are making decisions. But this this is a lesson that I also knew about because we help clients with marketing strategy is like when we do that big strategic plan, which we call ignition, everything gets easier because you have essentially now a framework or a plan or we've we've talked about with the big picture is now we can make decisions more easily that even ties further back into your values.

If you haven't articulated your values as a business, decisions are harder.

I was talking to somebody the other day about they're ready to hire a salesperson. I'm like, well, great. So did you revisit your values and decide, you know, let that guide you to hiring? So having these, as you put it, frameworks framework's not just from a you know how we help people, but like our marketing plan. But also the values are sort of a framework for your business and that it just makes every decision easier.

I can really, really see as having been in a situation where I wanted to hire somebody to do a sales. You have some tough choices to make. I mean, do you want them to just go out and bring in sales no matter what? Or do you want them to go out and sort of evangelize your business and tell your story because they're not going to perform as well? Right. Are you playing a short game or a long game? These things really matter.

Yes. So, yeah, I can see exactly why you would want to integrate that also with your content. I mean, something I really liked about your four machines is that productivity is one of them, essentially. I know from working with clients that the number one challenge most business owners have around promoting their business online isn't technology. It isn't content. It's time. Yes. They just feel paralyzed by the choices they have to make and the time they have to deploy and just end up doing nothing.

Yes. Yes. The the smart business. And the reason I didn't call it like it is process. It is operations. It is productivity. But the reason I landed on smart business is because of my journey in bringing operations into our business.

So my background is actually as a product director, I manage products like physical charger products. So if you want me to bore you with, like, telling you how I think what I think about UL certification and plastic mold tolerances, like, but in that in that position, a documentation and operations were critical. So I appreciate the value of it.

When it came to my own business, like I don't think for a million dollars I would have sat down and typed out and done screenshots for a process because it's just it's so grating to me.

I knew I needed it. I couldn't do it that way.

And then I discovered the screen casting and I was like, oh, wait, what I can I can document my processes this way. I will do that. Like, again, smart business for me is understanding the value of operations and productivity and finding the way that it works for you, because I spent a lot of time trying to adopt other people's processes, beating my head against planning for a lot of the early times of my businesses. And it just it didn't fit.

And if it doesn't fit, I'm not going to do it. So smart business is about finding the operational processes and procedures and the productivity that fits for you.

So how do you engage with a client? What's that conversation look like? Because they're probably going to looking for a web designer or a marketing agency.

Yes.

You know that this is also these conversations with prospective clients has also shaped a lot of the conversation we have now, but also a lot of my perspective about how how to work with experts, because just like I think there's several other places in business where everybody's been burned and they don't always think that it is because the the provider is nefarious. But so many people get into. The business being very good at their job, but not good business people or good operations people, and so there's a lot of overpromising and under-delivery and notoriously what people are disappearing.

So when we start to talk to somebody about working with them very early on, I help them understand. One, we're not for everybody like that. Affordable is not on my website. That's not what we are. What we are is thorough, results oriented and ready to make decisions in your business easier through using our four simple machines. And the other piece of this is I have very candid.

One of one of our values is Velvet Hammer and what that means.

It's actually a nickname that my my best you gave me. What that means is that we have candid conversations with love, candid conversations with grace. And so a sales call with me when we're talking with prospective clients is really kind of getting into the nitty gritty of what they're after, what they want, what their business goals are really seeing if we're the right people to help. But then the sort of the test conversation that I have with clients is I will tell them during the course of our work together, I will never ask you if you like it because your opinion doesn't belong here.

And sometimes I get sometimes I get real interesting reactions. But the truth of the matter is, marketing is not for the business. The marketing is for the prospective clients we have we will set goals. We will identify who we're talking to and then everything we do is for them. I don't care if you think the buttons should be blue, your opinion doesn't belong here. That is not going to get us results. But what we will do is measure it and see how many clicks it gets versus traffic.

And we might test it, but I'm not going to ask you if you like it. I really like that.

I've actually had to write that down. Marketing is not for you. It's for the prospective client. And every client needs to hear that. It's probably going to be the title of this podcast. Oh, I love it.

Well, it's it's one of those things that when I think when we're starting out, I can think about, you know, the the brandee of 2012 just getting started with my business, just getting started with websites, not having the confidence, not having the experience, not having the the place to come from as a seasoned expert with my clients. And the only thing I have is to ask them if they like it.

So it's sort of it's a very immature way to go about doing things. And the net result of that is that it doesn't get it doesn't move the business forward like that doesn't actually help. And another another marketing agency owner told me one time about a friend of hers who was working with this other agency, and they just kept redesigning because the client was sort of emotionally invested in the design. And so they just kept redesigning and she was like thirty thousand dollars into a non finished website.

And my my friend was just angry, like hair on fire and like, yes, I agree that's a total misuse. But everybody's invested in the wrong thing here and that's pervasive in the industry. So helping reset.

And I think this also goes into the how we work with experts because I've seen Web projects in particular go wrong in one of two ways either. The web designer says, do you like it? Do you like it? It lets the client trample all over or the client bulldozes them and like, never lets them do show up with their expertise. So we have it when we're working with experts. I think we have to it's most beneficial to set out set forth the goal, what is the result that we want and then allow both parties to work towards that in their area of expertise.

But it does take both parties coming from a place of competence.

I think it's something that I've seen very, very often and I've been guilty of in my business. I used to run quite a large Web agency. And if if you I guess if you like most web agencies, you tend to hire. Quite an people, because that's just where the talent pool tends to be. There is a fantastic career ladder for most designers are developed, right? So they tend to move out of the industry quite young, even when they're quite talented, because that the opportunities just aren't there or they have to move city.

And for that reason, a lot of high value projects go to potentially really inexperienced people. Right. And the business owners just want it taken care of. And so you end up with a website that looks pretty small, but it's not doing anything for anybody. Yes. And that's a real problem. And it's a real shame. It is.

And it's I've called it the pageant contestant versus the intern. Like, you know, we don't want a website that's a pageant contestant who's only like who looks nice parading around. We want an intern, like the hardest working, underpaid person in your company that your website should be the intern and not the pageant contestant.

That's a very, very good analogy. So I am curious to know I kind of understand what your business is and where your value is. And that makes perfect sense. And I can completely see why your business is grown and is growing. There are a couple of things for me that stand out in your business and your practice. And one of them is if I was to go out and I'm going to put you for a moment into the webdesign box, OK?

So forgive me, no amount. But I think the Web, the website is a big part of your business. A, it's quite a masculine industry. A lot of the time. Would you say that's fair to say.

I say that is fair to say. I have seen it change. So. Yeah, yeah. Since since we've we started like so we're nine years old. I've worked in the tech slash web area for more than 20.

It's definitely evolving, but it's still pretty masculine dominated.

Yeah. And I think that was really my point. My point was all those guys in the industry, they've had so many opportunities to stand out and shine and so many don't. Hmm. And you're putting effort into video content. You're speaking you're being content creator. You're you're doing all the right things, getting on podcasts, a how comfortable are you doing that? And B, how much was that impacted the success that you're having now, or are you quite early in that journey?

No, no. So I feel very, very fortunate that as a teenager, I was involved in an organization where I did a lot of public speaking, a lot of impromptu speaking.

I'm very comfortable with it.

In fact, when we started doing when I started on the podcast episodes, most of my videos are I have two bullet points and I just speak to it only when I finally got to the podcast and my scripting things because I'm trying to keep under time. I'm I'm very comfortable speaking. So I very much embraced that and found it to be a great asset.

Thinking back to my career in corporate, I really think I could have harnessed that more. But I've had opportunity as a business owner to do that.

And then it is hugely impactful because when you are podcast guest, when you create video content, when you take any opportunity to be on a stage that could be in front of your your video camera and your video camera, your phone, and then publishing that on on a social channel, any time you're on a stage, it establishes authority. So people will value that information. So I always try to make sure it is valuable information, but it is very transformative for any business.

But I think especially agency owners, where we are constantly pushing against this perception of value of, you know, not not being all the terrible mechanics, like not being the used car salesman, pushing against people's experiences and trying to for me, trying to get them to make better decisions before they even get to me.

If I can speak somewhere and give you a nugget that you go take and implement, then by the time you're ready to be a client, you're going to be a better client. So I think it's twofold. It helps establish authority, but I think it also helps seed the ground, prepare the ground for prospective clients so that they're just better clients when they get to you.

I think something I'm curious about, because this is a live issue for me and my podcast, I can ask my questions. So if the listener doesn't like it, you know where I am. The things that you could speak about. There's a universe there. Oh, how do you, Chris? Is it down to this is the thing I'm going to speak about, this is a puzzle for me. It it it's it's a real conundrum. In the early days, I spoke about things that were soap, my soap box issues.

So I think one of my first hox was get what was it? I had a very catchy title. It was he was like six ways to get more done tomorrow since cloning isn't an option yet, like it was really focused around productivity and ending the misuse of email because that's a real soap box issue for me, as we've talked about.

But then I started honing in on the issues my clients were coming to me with or the one I went and call them secondary issues. So we typically know that the symptom, the thing that's paining you is not necessarily always the issue. It's not the problem. The symptom is what finally gets you to go to the doctor so that they can then diagnose the actual problem and take care of it. And so I started looking for what the symptoms were with my my clients and trying to construct content around those things and even like break it down into very small bite sized pieces, because that's the other thing.

The other mistake I made early on and I, I finally hired a speaking coach who talked me out of it was I was in love with the how the the for lack of a better analogy, how the sausage is made like these are all the actual small little things we're going to do. We're going to go we're going with this.

And just to be honest, the client does not care. The client doesn't want an education and webdesign or or marketing. The client just wants the result.

And so it's like, oh, right. So I should just vomit all over them. All of the details that I think are so interesting.

What I really need to talk about is what pain they're in and one small step that they could start solving their pain. And so I think that's part of how I got to the framework and then that's how I'm trying to use the framework for speaking now. So one of my recent talks is called Tiny Techniques. So I lure them in with solving the problem of small things.

There are seriously tiny programs on my computer that I have no idea how I functioned without, so I lure them in with that. But before I give that to them, I give them a framework for making decisions about technology and their business because this is constantly places people get hung up on.

So to longly around. Answer your question, Bob, is that I've now started looking at the symptoms of that people are trying to fix. I speak to the symptom. I give them the ibuprofen or cough syrup or whatever, and then I reveal to them some of what might be behind that symptom. So that's how I'm starting to now construct my toxin, choose my topics.

I think that's really interesting because I was at a conference with Chris Tucker's conference in the UK and there was a guy, Dale or something from Australia sorry, Dale. And he gave a talk that was quite similar. It was five ups that will change your life. It was all about I'd never heard of before. And it was ridiculously memorable. I mean, there were some stellar speaker list, outstanding speaker list, but his was one of the most memorable practical talks was really, really useful.

So I can totally see why you would go there. So I'm curious to know, for a lot of agencies, the answer to this question is anyone with money?

Oh, God, what is a good client fit look like for you?

So a good client fit for us is somebody aligned with our values? I, I have them on a on our homepage for a reason and also a good client fit for us is somebody who is willing to be coached. And I struggled a long time with that word coach, but I've realised that we like working with clients who are ready to step into the next place. So for some clients, that's a pivot. For some clients, that's launching a new business line.

For some clients, it's remodeling the Dr Seuss house that they've built so that they can actually host a party and the staircases in the middle of the living room.

But I could give them the all of the best assets. But if they are not prepared to use them, they're worthless. So part of providing the service at this point is helping the client change and be prepared to use them. And it's not necessarily something we talk about at the front end, but it is. Something I've discovered that we must do as a service provider to make sure we all get the results we want at the end, so for us, a good client is someone who's ready and willing to be coached and.

And aligned with our values, because I find when when they can check those two boxes, we love our clients, like I routinely will sign off on them with like love you and mean it, because that's that's the kind of relationship I want to have as a service provider to a business.

So something Gary Vaynerchuk said was that every business should be 80 percent, whatever they do for money and 20 percent media company. I think for a lot of a lot of business owners, they try and delegate or contract out that 20 percent. But it sounds to me like what you're saying is for those companies that want to embrace that 20 percent and take ownership of it, you want to help them make that happen. Would that be fair to say that?

That would be fair to say yes. Yeah. Now, that's that's really interesting. That is very much aligned with my philosophy. I think I used to try and fool myself into thinking, oh, we can do everything. We just take care of it. It doesn't work. It's never worked. It never, ever worked. Now, having that claim just wants to be a partner rather than the supplier client.

Oh, yes. I think that's so critical. And then I yesterday was having the then the Neshin conversation with yet another agency. And for us, like, I will only really talk to clients and our nation, our needs is. Service businesses, which is a large niche, obviously, but being able to define the clients that they serve, is not only useful for marketing but the operations side, because, again, there's this I think there's this lifecycle of agency.

And then and and part of up the hill is getting leads or getting sales. But then there's this real treacherous terrain of now you've sold all these things and you need to fulfill them. And if they are all over the map, fulfilling them is just at that point not smart business. It's it's really, really painful. So Neshin is one of the most terrifying things I think, to do as a business. But it and this business owner I was talking to you, she's like, there needs to be a support group.

I'm like, there's totally support groups from people who are working through this meeting thing.

But is the the best thing you can do, especially if you are in a growth phase so that you can focus on that.

Now, you may have multiple niches later or you may at some point consciously choose to take something outside your niche. But the we take anybody who says yes.

Really, I think is so painful on the operational side of a business that as soon as you can kind of clean that up, things become much life becomes much better.

I think you've kind of answered what was going to be my next question, because I was going to say, how can you how would you plug in this philosophy in this structure to a business, for example, like a very large electrical contracting company. So a company that just did electrical installations, they had 50 employees. The business owner wasn't really willing to show up in your marketing. Could you work with them? I guess?

And the answer is no, no, no. If the business owner isn't well, it depends.

If we needed the business owner to show up in the marketing, that's one thing. If they have another spokesperson, that's another thing.

And I, I want to have business owners that are willing to do a willing to enter into the trust relationship with me, and they're willing to do what I tell them to do. This is the back to the expert. It's also my question about I'll never ask you if you like it is is a good vetting question. Because it people who are willing to be coached will kind of like sit back in their chair for a moment and think about it.

And they go, oh, I see what you're saying, and then we'll probably have a conversation, people who are not a good fit for us get real breathily real fast.

So my next question is about catchment area, because a lot of people in our industry are, although they're theoretically digital, they actually tend to operate within a very narrow geographical catchment area. And most of the time people can trace their work to it's either coming through the results of inbound marketing or it's coming through ads or it's coming through referrals or it's coming through outbound sales. Mm hmm. So what does that whole mix look like for you? How does how does opportunity tend to find its way to way to you?

And geographically, what does that look like?

So geographically, we're kind of all over the map a bit.

And I did have a concentration of clients in Phoenix because of referrals. So I'd say our mix is probably.

Mm, 40 percent referrals if I include. If I include, like networking and referrals, because typically I'm involved in organizations that then lend themselves to me having more business, but I would call that a referral. So 40 percent referrals, 30 percent appearances, appearances, that counts.

And then I would call that I would call that content call content.

OK, well, so would you classify speaking under content?

Let's not worry about the fine.

OK, so we'll call we'll get 30 percent content and then 30 percent outreach because I do try to still identify clients we want to work with. So I part of what we love to do is help other people making change in the world. So if I see somebody who is making impact and we could help amplify that impact, then I want to reach out and make sure that they know we exist. Because that's the other thing I hear time and time again from from clients.

It's like they say, I didn't know someone like you existed.

Like, I'm working to change that. So, yeah, that's sort of our mix.

And I'm interested. You said if I were to put a percentage against the Phoenix and Greater Phoenix, Arizona. So what percentage is Arizona based?

And I think we're 50 50. I think we're 50 percent. Arizona base 50 percent. Not global, I had some international clients for a while, but definitely all over the US, so yeah, 50 50 percent, Phoenix, 50 percent the rest of the U.S., you see from everything you've described at the beginning of our talk, I kind of knew that I was going to be the answer.

But I think it's an important thing for people to hear because most people in our space don't do that. And it's important to understand what's possible if you actually reach out a little further, if you do the content marketing, if you do push yourself outside of your comfort zone, if it is uncomfortable to do speaking or podcast interviews. Yes, because those little steps they aggregate up on the aggregate up to put you in front of opportunities that your local competitors just aren't going to see.

A fantastic case study of that thing. So what are your goals for the podcast? What are you where are you with that?

So the first eight episodes, so the trailer in the first eight episodes are edited and ready to go up on Laibson and start and be cued up or getting the rest of the promotional.

So the the art and the social post and the rest of that, we're kind of gathering together. So we're on the cusp and I think ready to make our second week of November debut.

And my goal with the podcast was to. Why not have some discipline for me to create content that could be impactful for four businesses? So with my videos I've been doing those for I think it's been two years where I do weekly videos, go out on the website and social, and I've been just bouncing from topic to topic, basically just bringing up a bunch of topics and then do it. And now that I have a framework, I'm like, oh, OK, we can use this.

And then I'm trying to make it so that a listener can. The episodes tend to be about five to six minutes. A listener can in that time.

Get a concept, understand why.

So we also have a framework inside of the podcast where I talk about the problem, the purpose, the more there's another P and then the payoff, the problem, the purpose, the basically how you go about solving it and then the payoff. So and I think that's a useful framework because as human beings, you know what, we're messy. We don't always do the things we know is the right thing to do. So with that framework.

We walk through. It in and so your mind can grasp on to oh, yes, that is a problem I have. Oh, this is this is actually the purpose of the thing. This is the process of that is the process of changing it and then, oh, the payoff.

Because if we don't talk about what it looks like on the other side, we're less motivated to go make the change. So inside of each podcast, that's the structure. And then I'm hoping that in that week, the business owner will go take action and make this small change so that they can. So the podcast is basically a organized way to go, help impact more businesses and make them better clients for who ends up helping them with their marketing.

I really like that format because I think I often look at any book I read or podcast. I listen to a video I watch. If I get one idea that's actionable, then it's been worth it, right? You're just focusing on the one actionable idea. That's really clever.

Oh, thank you. And I got to give Tara Newman the shout out for the the purpose process. Payoff is her framework. And then I added the problem to the beginning of it, because each each time we're talking about know pain point in business, I love it.

And other or any of your team getting involved with the podcast or they think in front of you, keep that to yourself.

So far, I'm the only one in front of the microphone, but I really do want to have my project manager slash integrator come on and talk about a few things, because this is also something else. A few conversations I've had recently with agency owners as they struggle to delegate or improve the smart business aspect of their businesses. It's it really, you know, when you're in the middle of it, it seems so impossible. And so I think having again, going through that framework of here's here's the problem, here's the purpose.

Here's the process. And the payoff in little bite sizes can really help get through it.

Just, you know, some of the mental barriers, I think, back to the early days of my agency and what that looks like and that the barriers were all me and how I was doing things and the things I was quote unquote unwilling to do.

But when I became willing to do them through finding a way that worked for me, it was magic.

It's just magic. So, you know, helping climb those little internal mental mountains.

I love it. I think one of the things that's really stuck with me over recent interviews was Jamie Cross, who's also from somewhere around where you are. She's in Texas, not too far away. Yeah. She said your business will only grow when you grow. And I thought that explains so much.

Yeah.

So coming from a partial software background, how I started thinking about that was OK, Brandee version, twenty twenty ten is going to be not as good as Brandee version. Twenty twenty nine eleven. Like I need to keep versioning myself because this version of myself isn't yet capable of achieving the goals that I have, but I can keep becoming the person who is capable of those goals. And for me, another powerful shift was letting go of achieving the goal itself and being more invested in becoming the version of myself that could achieve that goal.

I love it probably less than you have been a fantastic guest. If people want to connect with you, how would you like them to do that?

You can connect with us at Fihri Effects Dotcom or any of the social channels at the same handle.

We would love to connect and I must remember to ask this question. I don't think I've forgotten for a long time now. And that's what's one thing you do now that you wish you'd started five years ago, a debriefing and planning.

When I came out of corporate, I had the biggest planning hangover because in corporate once a year we do this big brouhaha. We do this big five year plan, which was hilarious. And then we the next after the planning, we just all go back to work and forget about planning. So it felt so useless.

And then I guess a couple of years I about four years ago, I found the 90 day year and I was like oh oh five.

I don't have to plan for five years. I could do 90 days. Well, that's that seems doable.

So I, I started there and I found different ways to to do the planning and it was still, you know, a little hit or miss. But I was I was I was doing it. And then a couple of years ago I found Tara Newman's debriefing CEO de-brief started doing the. And it's again, humans, we're messy, it's so powerful for my brain to I now do it every day, once a day, go what worked today? Like what's working?

Because when I allow myself the time to reflect back to what works, I keep doing what's working because I don't know about you, but I will find something that works and like this is great. And then suddenly a couple of weeks later, I will figure out I'm not doing it anymore. I'm like, when did I stop doing that? Why did I stop?

But with this process of a quick it takes five minutes to go through like what's working, what's working, what's not working, what would I do differently to just answer those questions every day and then make myself a plan for the next day? Is life and business changing? It's so powerful. And the five year ago, Brandy would have been like you crazy.

There's no way I'm doing daily debriefing, debriefing and planning, but I really wish I would have started it five years ago. That's a fantastic answer, Brandy. I've had the best times. Been great fun. It's been lovely to meet you. And yeah. Thank you very much for your time.

I've had so much fun talking with you, Bob. Thanks so much for having me. There was so much value in this episode to this specific person Brandy serves, she brings a standout framework and a very particular set of goals and expectations. She's very focused on who she serves, where they hang out and what they need to accomplish and has built a framework she can communicate and a service set to deliver it. Predictably, she's nailed down systems and she's confidently expanding, while others are scratching their heads and wondering how.

Before I go, just a quick reminder to subscribe. And if you haven't already to join my Facebook group, you'll find a link in the show, notes or just visit, amplify me from forward, slash insiders or just search amplify inciters on Facebook. I would love you to connect with me on social media. Follow me wherever you hang out. You'll find me at Bob Gentle. And if you do message me, let me know so I can follow you back.

If you enjoyed the show, then I would love for you to review on iTunes. It means a lot to me and it's the very best way to help me reach more subscribers. My name's Bob Gentil. Thanks again to Brandy for giving us her time this week and to you for listening and see you next week.

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