WEBVTT 1 00:00:00.000 --> 00:00:05.000 Last week, you guys all talked about hiring great people, 2 00:00:05.720 --> 00:00:09.440 and this is using SpaceX strategies for hiring well. 3 00:00:09.440 --> 00:00:11.720 And then you're also training your leaders 4 00:00:11.720 --> 00:00:13.080 how to do this well. 5 00:00:13.080 --> 00:00:17.000 And so what you guys got from us last week 6 00:00:17.000 --> 00:00:20.720 was really a playbook, the step-by-step process, 7 00:00:20.720 --> 00:00:23.860 the four-step process of how to hire well. 8 00:00:25.040 --> 00:00:29.120 And that you also got to interact with Jalyn 9 00:00:29.160 --> 00:00:31.000 who went through that hiring process 10 00:00:31.000 --> 00:00:32.920 with us here at Brilliant. 11 00:00:32.920 --> 00:00:36.480 And so today we're gonna talk about scaling your business 12 00:00:36.480 --> 00:00:39.560 and how to prepare to scale the business to the next level 13 00:00:39.560 --> 00:00:43.400 by avoiding the common mistakes that most businesses make. 14 00:00:43.400 --> 00:00:44.440 And as a heads up, 15 00:00:44.440 --> 00:00:46.960 I'm gonna give you a sneak peek for next week. 16 00:00:46.960 --> 00:00:49.640 Next week is Cheat Sheet Week. 17 00:00:49.640 --> 00:00:51.200 Woo-hoo! 18 00:00:51.200 --> 00:00:53.380 This is where we take a moment 19 00:00:53.380 --> 00:00:56.480 and we get to look at everything that we've learned 20 00:00:56.480 --> 00:00:58.140 over these last 12 weeks 21 00:00:58.140 --> 00:01:01.900 and really realize how far and how much we've taken in 22 00:01:01.900 --> 00:01:03.580 over these 12 weeks. 23 00:01:03.580 --> 00:01:06.680 All right, is everyone ready to dive in? 24 00:01:07.540 --> 00:01:10.660 We're looking forward to what Deanne's gonna share today. 25 00:01:10.660 --> 00:01:13.020 Deanne, I'm gonna go ahead and hand it over to you. 26 00:01:13.020 --> 00:01:13.860 Thanks, Jenny. 27 00:01:13.860 --> 00:01:15.340 Great to have you back. 28 00:01:15.340 --> 00:01:16.460 Welcome back, everybody. 29 00:01:16.460 --> 00:01:19.020 So excited to share with you. 30 00:01:19.020 --> 00:01:21.140 This particular one really goes 31 00:01:21.140 --> 00:01:23.800 with one of the five global trends 32 00:01:23.800 --> 00:01:25.820 that are happening in leadership. 33 00:01:25.820 --> 00:01:27.100 I think right up front 34 00:01:27.100 --> 00:01:30.980 when we first started the training back in January, 35 00:01:30.980 --> 00:01:33.540 I shared with you five global trends 36 00:01:34.900 --> 00:01:38.180 that are changing the way businesses, 37 00:01:38.180 --> 00:01:40.860 organizations are led. 38 00:01:40.860 --> 00:01:42.780 And you know, it's really interesting 39 00:01:42.780 --> 00:01:45.940 if you study the literature in the industry 40 00:01:45.940 --> 00:01:50.020 of leadership management, business leadership specifically, 41 00:01:50.020 --> 00:01:53.220 we expected this change to happen in 2012 42 00:01:53.220 --> 00:01:56.360 and it took all the way to 2023 43 00:01:56.360 --> 00:01:59.900 for us to really start to see it for the first time. 44 00:01:59.900 --> 00:02:01.720 And today I'm gonna concentrate really 45 00:02:01.720 --> 00:02:04.260 on one of those key elements. 46 00:02:05.140 --> 00:02:07.800 I'll mention one that's sort of similar 47 00:02:07.800 --> 00:02:09.259 and then we'll go straight into it. 48 00:02:09.259 --> 00:02:12.060 So the first key element, 49 00:02:12.060 --> 00:02:14.540 you know, as we go back and look through 50 00:02:16.740 --> 00:02:20.380 these global changes or these global movements, 51 00:02:21.380 --> 00:02:26.180 one is, you know, one of the biggest ones is creating value. 52 00:02:26.180 --> 00:02:31.180 So instead of focusing on internal efficiencies 53 00:02:32.060 --> 00:02:35.740 and outputs and, you know, all that stuff, 54 00:02:35.740 --> 00:02:38.780 what we do is we start obsessing 55 00:02:38.780 --> 00:02:40.980 with creating unbelievable value 56 00:02:40.980 --> 00:02:43.380 and outcomes for our customers. 57 00:02:43.380 --> 00:02:46.100 So we're not just looking at our outputs 58 00:02:46.100 --> 00:02:47.460 as an internal viewpoint, 59 00:02:47.460 --> 00:02:49.860 but we're looking at what does the customer actually get? 60 00:02:50.380 --> 00:02:51.820 What are their outcomes? 61 00:02:51.820 --> 00:02:54.140 And that leads us to the big point number two, 62 00:02:54.140 --> 00:02:57.380 which you're gonna focus on today called working backwards. 63 00:02:57.380 --> 00:03:00.900 So today's topic really is the power tool 64 00:03:00.900 --> 00:03:02.980 of working backwards. 65 00:03:02.980 --> 00:03:04.700 So instead of saying, hey, 66 00:03:04.700 --> 00:03:08.620 what do we have that we could sell to our customers? 67 00:03:08.620 --> 00:03:11.100 You know, what products or services 68 00:03:11.100 --> 00:03:12.340 do we offer our customers? 69 00:03:12.340 --> 00:03:14.180 How can we package that up? 70 00:03:14.180 --> 00:03:16.140 You know, who could we sell them to? 71 00:03:16.140 --> 00:03:19.020 We'd flip it around and we work backwards. 72 00:03:19.020 --> 00:03:23.140 We start with what does the customer actually need? 73 00:03:23.140 --> 00:03:26.260 And then let's figure out how to deliver that 74 00:03:26.260 --> 00:03:28.380 to the customer in a sustainable, 75 00:03:28.380 --> 00:03:29.940 financially sustainable way. 76 00:03:31.060 --> 00:03:31.980 So, you know, 77 00:03:31.980 --> 00:03:33.820 cause we can all come up with very cool ideas, 78 00:03:33.820 --> 00:03:36.340 but it may not be financially sustainable. 79 00:03:36.340 --> 00:03:39.460 So this power tool of working backwards 80 00:03:39.460 --> 00:03:42.460 is maybe I should have titled this training 81 00:03:42.460 --> 00:03:45.660 that working backwards might've been even a better one. 82 00:03:45.660 --> 00:03:48.780 But you know, when we talk about scaling a business, 83 00:03:49.540 --> 00:03:52.660 it's interesting that every business gets to a point 84 00:03:52.660 --> 00:03:53.620 in its development, 85 00:03:53.620 --> 00:03:56.380 and it's pretty natural for this to happen. 86 00:03:56.380 --> 00:04:01.380 When we get to a point where we start to sort of stall. 87 00:04:01.700 --> 00:04:03.220 And by that, I mean, 88 00:04:03.220 --> 00:04:07.300 it's like we've hit a certain pace, a certain revenue level, 89 00:04:07.300 --> 00:04:10.460 and we're struggling to push past that boundary. 90 00:04:10.460 --> 00:04:14.420 There's sort of an unspoken glass ceiling to the business, 91 00:04:14.420 --> 00:04:17.100 and we can't seem to get it past that point 92 00:04:17.100 --> 00:04:20.700 and break through and jump the curve to the next level. 93 00:04:20.700 --> 00:04:24.020 So working backwards is one of those power tools 94 00:04:24.020 --> 00:04:26.700 that we can do starting with the customer, 95 00:04:26.700 --> 00:04:28.460 then working backwards. 96 00:04:28.460 --> 00:04:31.660 Now, let me share a little bit of how I first learned this. 97 00:04:31.660 --> 00:04:33.580 As always, we like to give our source. 98 00:04:33.580 --> 00:04:36.940 And this particular one comes from Airbnb. 99 00:04:36.940 --> 00:04:38.940 So when Airbnb, you know, 100 00:04:38.940 --> 00:04:41.900 which is of course a publicly traded company, 101 00:04:41.900 --> 00:04:42.780 I need to go back. 102 00:04:42.780 --> 00:04:43.820 But the last time I looked, 103 00:04:43.820 --> 00:04:48.100 it's about a hundred million dollar company in revenue. 104 00:04:48.100 --> 00:04:50.580 It's got over 6,000 employees. 105 00:04:50.580 --> 00:04:52.540 And it's a fascinating company 106 00:04:52.540 --> 00:04:55.180 because when Airbnb first started, 107 00:04:55.180 --> 00:04:59.100 think of all the natural resistance they had. 108 00:04:59.100 --> 00:04:59.940 Hey guys. 109 00:05:00.000 --> 00:05:03.020 We have an amazing product. 110 00:05:03.020 --> 00:05:05.000 We're gonna give you an app 111 00:05:05.000 --> 00:05:08.080 that's gonna allow a total stranger 112 00:05:08.080 --> 00:05:10.140 to come and live in your house. 113 00:05:11.520 --> 00:05:13.040 But it's gonna be great. 114 00:05:13.040 --> 00:05:14.320 And you're gonna make money. 115 00:05:14.320 --> 00:05:17.200 In fact, you can just give one of the bedrooms. 116 00:05:17.200 --> 00:05:22.200 And then we're gonna take a big chunk of that. 117 00:05:22.280 --> 00:05:24.720 And you have to have all this insurance 118 00:05:24.720 --> 00:05:25.940 and you have to do all this other things, 119 00:05:25.940 --> 00:05:27.640 but it's gonna be good. 120 00:05:27.640 --> 00:05:30.000 So there was an immediate resistance. 121 00:05:30.000 --> 00:05:33.640 So I don't know how many of you know 122 00:05:33.640 --> 00:05:35.820 how much Airbnb struggled. 123 00:05:35.820 --> 00:05:38.680 And if you listen to some of their senior executives 124 00:05:38.680 --> 00:05:40.840 talk about those early days, 125 00:05:40.840 --> 00:05:43.560 man, it was tough when there was just a handful of them. 126 00:05:43.560 --> 00:05:46.320 And when they try to get those first few customers 127 00:05:46.320 --> 00:05:50.360 up and running, they could not crack the code on them. 128 00:05:50.360 --> 00:05:54.960 And so the first principle we learn is sometimes 129 00:05:54.960 --> 00:05:58.160 you have to do unsustainable things 130 00:05:58.160 --> 00:06:00.520 so that you can learn to scale. 131 00:06:00.520 --> 00:06:03.600 Sometimes you have to do unsustainable things 132 00:06:03.600 --> 00:06:05.440 so that you can scale. 133 00:06:05.440 --> 00:06:09.160 So for instance, if we're running a new product 134 00:06:09.160 --> 00:06:13.360 at Brilliant, then we do coaching a lot of, 135 00:06:13.360 --> 00:06:15.200 as you know, professional coaching. 136 00:06:15.200 --> 00:06:18.600 And we do coaching in a broad range of products. 137 00:06:18.600 --> 00:06:20.600 But sometimes we'll go one-on-one 138 00:06:20.600 --> 00:06:22.360 with some of those people and say, 139 00:06:22.360 --> 00:06:24.000 how was that experience? 140 00:06:24.000 --> 00:06:25.520 How can we help you? 141 00:06:25.520 --> 00:06:28.520 Sometimes we'll let somebody stay on after the call. 142 00:06:28.520 --> 00:06:30.180 So if we're doing parenting coaching 143 00:06:30.180 --> 00:06:33.640 or we're doing marriage or whatever it is we're doing, 144 00:06:33.640 --> 00:06:36.320 Brilliant Life Coaching, whatever it is we're doing, 145 00:06:36.320 --> 00:06:37.880 sometimes we go one-on-one with them. 146 00:06:37.880 --> 00:06:41.400 Clearly our small team cannot go one-on-one 147 00:06:41.400 --> 00:06:43.280 and sustain that. 148 00:06:43.280 --> 00:06:46.680 But the reason we do it is because we're trying to learn 149 00:06:46.680 --> 00:06:49.380 what is the customer experience. 150 00:06:49.380 --> 00:06:52.320 And we're trying to figure out what's the key ingredients. 151 00:06:52.320 --> 00:06:54.960 So the same thing that happened with Airbnb 152 00:06:55.880 --> 00:06:58.840 was when they could not get those, 153 00:06:58.840 --> 00:07:00.800 they got a bunch of people listing. 154 00:07:00.800 --> 00:07:03.200 And so there was some initial money and it started moving, 155 00:07:03.200 --> 00:07:05.560 but it just did not go viral. 156 00:07:05.560 --> 00:07:08.780 It just didn't pick up and they were really struggling, 157 00:07:08.780 --> 00:07:10.040 bouncing against the ceiling. 158 00:07:10.040 --> 00:07:13.200 And so the CEO and the CFO, 159 00:07:13.200 --> 00:07:15.280 who also happened to be a great photographer, 160 00:07:15.280 --> 00:07:17.200 went to go and visit some of their customers 161 00:07:17.200 --> 00:07:20.880 and literally went door-to-door, knocked on the door. 162 00:07:20.880 --> 00:07:23.280 Mrs. Smith, how's it going? 163 00:07:23.280 --> 00:07:26.040 Well, I listed on your things and we haven't had anyone 164 00:07:26.040 --> 00:07:31.040 or people came and they left the place in a mess 165 00:07:31.040 --> 00:07:33.280 and so forth and they started scratching their heads. 166 00:07:33.280 --> 00:07:35.400 So what they did was, step one, 167 00:07:35.400 --> 00:07:38.600 they realized that Mrs. Smith was a lousy photographer 168 00:07:38.600 --> 00:07:40.720 and couldn't take photographs for Toffee 169 00:07:40.720 --> 00:07:43.340 and nobody would want to stay in that dark, dingy place. 170 00:07:43.340 --> 00:07:44.960 It wasn't a dark, dingy place, 171 00:07:44.960 --> 00:07:47.320 it's just that Mrs. Smith can't take photos. 172 00:07:47.320 --> 00:07:50.640 It's always amazing to me that people who sell houses 173 00:07:51.400 --> 00:07:52.240 go cheap. 174 00:07:52.240 --> 00:07:54.560 They're trying to sell a $500,000 million home 175 00:07:54.560 --> 00:07:56.080 and they run around with their iPhone 176 00:07:56.080 --> 00:07:58.080 and go click, click, click, click, click. 177 00:07:59.160 --> 00:08:01.160 There you go, there's the problem right there. 178 00:08:01.160 --> 00:08:02.800 You went cheap on the wrong thing. 179 00:08:02.800 --> 00:08:04.720 Instead of hiring a professional photographer, 180 00:08:04.720 --> 00:08:07.960 making your house look absolutely amazing 181 00:08:07.960 --> 00:08:09.960 and you paid them $1,000 to do it 182 00:08:09.960 --> 00:08:12.720 and you made an extra $20,000 on the listing 183 00:08:12.720 --> 00:08:14.200 or the $15,000 on the listing, 184 00:08:14.200 --> 00:08:16.480 which seemed like a rather obvious point. 185 00:08:16.480 --> 00:08:18.780 So they went in and they took the photographs 186 00:08:18.780 --> 00:08:20.400 from Mrs. Smith and put it up for her. 187 00:08:21.160 --> 00:08:22.000 And of course she got a better response. 188 00:08:22.000 --> 00:08:24.200 And then they found that there were 189 00:08:24.200 --> 00:08:27.280 customer behavioral issues about them not feeling safe 190 00:08:27.280 --> 00:08:31.920 or how do we make the customer feel safe? 191 00:08:31.920 --> 00:08:35.000 I mean, it's like stranger danger. 192 00:08:35.000 --> 00:08:36.960 Now we've got all these strangers in our home, 193 00:08:36.960 --> 00:08:38.640 how do we deal with that? 194 00:08:38.640 --> 00:08:42.679 So they literally went person to person 195 00:08:42.679 --> 00:08:45.400 and they knocked these issues off. 196 00:08:45.400 --> 00:08:47.420 Now here's the interesting thing. 197 00:08:47.420 --> 00:08:50.260 It was only about three issues in, 198 00:08:50.260 --> 00:08:52.260 photography being issue number one, 199 00:08:52.260 --> 00:08:54.980 stranger danger being issue number two, 200 00:08:54.980 --> 00:08:58.500 and number three, the whole issue of who pays for cleanup 201 00:08:58.500 --> 00:09:01.740 and the mess that people leave, et cetera, et cetera. 202 00:09:01.740 --> 00:09:04.500 And so when they put up a rating system 203 00:09:04.500 --> 00:09:08.340 where it's not just the person rating the customer, 204 00:09:08.340 --> 00:09:12.520 but the customer also, Airbnb customers also get rated. 205 00:09:12.520 --> 00:09:16.980 And where the host gets to say what the experience was, 206 00:09:17.540 --> 00:09:18.660 they knocked down those three things 207 00:09:18.660 --> 00:09:22.280 and the rest of it is history. 208 00:09:22.280 --> 00:09:25.880 But who would have thought just a few years ago 209 00:09:25.880 --> 00:09:27.620 that stranger danger would have been 210 00:09:27.620 --> 00:09:30.980 a major business strategy, right? 211 00:09:30.980 --> 00:09:34.500 So there is something in your business, 212 00:09:34.500 --> 00:09:38.500 one, two, top and probably three things 213 00:09:38.500 --> 00:09:41.500 that is stopping you from jumping off, 214 00:09:41.500 --> 00:09:44.740 from scaling your business, jumping to the next level. 215 00:09:44.740 --> 00:09:48.800 So today I wanna take a little of a novel approach 216 00:09:48.800 --> 00:09:51.860 and I wanna just speak about three ideas 217 00:09:51.860 --> 00:09:54.100 or three categories of ideas 218 00:09:54.100 --> 00:09:56.140 that can help you jump the curve, 219 00:09:56.140 --> 00:09:59.300 help you break through, scale your business. 220 00:10:00.000 --> 00:10:02.040 And it's really interesting because at Brilliant, 221 00:10:02.040 --> 00:10:04.240 we're going through, you know, you go through this at levels, 222 00:10:04.240 --> 00:10:06.160 we're going through it again as a company. 223 00:10:06.160 --> 00:10:08.360 So this is actually super relevant 224 00:10:08.360 --> 00:10:09.960 to Team Brilliant right now. 225 00:10:09.960 --> 00:10:12.080 So hopefully to you too. 226 00:10:12.080 --> 00:10:13.080 But the other three areas, 227 00:10:13.080 --> 00:10:15.480 one, I wanna talk about product development 228 00:10:15.480 --> 00:10:18.160 from the viewpoint of working backwards. 229 00:10:18.160 --> 00:10:20.240 Two, I wanna talk about user experience 230 00:10:20.240 --> 00:10:24.600 or customer experience from the idea of working backwards. 231 00:10:24.600 --> 00:10:27.480 And three, I wanna talk about dog fooding, 232 00:10:27.480 --> 00:10:31.080 a horrible term, but it comes from eating your own dog food. 233 00:10:31.080 --> 00:10:34.360 Dog fooding, meaning you consume your own products, right? 234 00:10:34.360 --> 00:10:39.200 So we'll talk about that just in a moment. 235 00:10:39.200 --> 00:10:43.640 So when it comes to, you know, loving what you do, 236 00:10:43.640 --> 00:10:47.000 if there's any way that you use your own products, 237 00:10:47.840 --> 00:10:50.120 you know, you want to be able to consume your own products. 238 00:10:50.120 --> 00:10:53.120 So at Brilliant, of course, because we provide coaching 239 00:10:53.120 --> 00:10:58.120 and we provide a lot of developmental materials 240 00:10:59.000 --> 00:11:00.240 for personal growth. 241 00:11:01.680 --> 00:11:06.320 Obviously, if our own people aren't using our own content, 242 00:11:06.320 --> 00:11:08.280 there is a problem with that. 243 00:11:09.160 --> 00:11:11.320 You know, that's what I mean by dog fooding. 244 00:11:11.320 --> 00:11:12.520 Oh, this is great. 245 00:11:12.520 --> 00:11:13.840 You guys should buy this. 246 00:11:13.840 --> 00:11:14.680 It's amazing. 247 00:11:14.680 --> 00:11:16.160 We don't use it though, 248 00:11:16.160 --> 00:11:18.280 because we're kind of above all that, 249 00:11:18.280 --> 00:11:19.640 but we want you guys to use it 250 00:11:19.640 --> 00:11:21.440 because it's really good, we promise. 251 00:11:21.440 --> 00:11:25.720 You know, so that's a problem. 252 00:11:25.720 --> 00:11:29.000 If you can't, if you're not consuming your own materials, 253 00:11:29.000 --> 00:11:31.000 if you're unfamiliar with your own materials. 254 00:11:31.000 --> 00:11:33.920 Now, sometimes it's not that you are a consumer 255 00:11:33.920 --> 00:11:34.920 of the materials, 256 00:11:34.920 --> 00:11:37.040 but that you are fully aware of the materials. 257 00:11:37.040 --> 00:11:39.800 So let me give you another example of dog fooding 258 00:11:39.800 --> 00:11:43.360 is when I ran a software company, 259 00:11:43.360 --> 00:11:46.760 about 80 something people in the team, 260 00:11:46.760 --> 00:11:48.320 most of them programmers, 261 00:11:48.320 --> 00:11:51.000 we started to run into this problem 262 00:11:51.000 --> 00:11:55.440 that customers, we'd ship products to customers 263 00:11:55.440 --> 00:11:57.560 and they were all big insurance companies. 264 00:11:57.560 --> 00:12:01.320 So, you know, a lot of these people are home office people, 265 00:12:01.320 --> 00:12:03.400 a lot of these people are in the field, 266 00:12:03.400 --> 00:12:05.320 a lot of sales people, you know, 267 00:12:06.200 --> 00:12:08.160 insurance agents out in the field, 268 00:12:08.160 --> 00:12:10.880 who tend, the average age of a life insurance agent 269 00:12:10.880 --> 00:12:13.680 in the United States back then was 56 years old. 270 00:12:13.680 --> 00:12:15.760 And back then laptops were a brand new thing. 271 00:12:15.760 --> 00:12:16.960 And we were one of the first people 272 00:12:16.960 --> 00:12:19.360 to put sales tools right in their hands 273 00:12:19.360 --> 00:12:20.440 where they can click the button 274 00:12:20.840 --> 00:12:22.680 and send the whole application electronically 275 00:12:22.680 --> 00:12:25.800 to the backend, instead of it taking six weeks 276 00:12:25.800 --> 00:12:29.080 to get that approved, it got approved in 20 seconds. 277 00:12:29.080 --> 00:12:30.880 And so that sounded so cool, 278 00:12:30.880 --> 00:12:34.320 except getting these 56 year old older people 279 00:12:34.320 --> 00:12:36.880 to get comfortable with that. 280 00:12:36.880 --> 00:12:41.880 And so what we did is we did something very unscalable. 281 00:12:42.200 --> 00:12:45.920 What we did is we sent out our best engineers 282 00:12:45.920 --> 00:12:49.960 on sales calls with salespeople. 283 00:12:50.480 --> 00:12:53.640 And their job was to watch the buttons and the order 284 00:12:53.640 --> 00:12:55.720 and then to help people. 285 00:12:55.720 --> 00:12:58.280 And here's the crazy thing. 286 00:12:58.280 --> 00:13:01.960 It didn't take many sessions for our engineers 287 00:13:01.960 --> 00:13:04.080 to come back and go, oh my goodness, 288 00:13:04.080 --> 00:13:05.480 we make it so complicated. 289 00:13:05.480 --> 00:13:06.840 We put two different icons. 290 00:13:06.840 --> 00:13:08.920 And then on this icon, you double click on that one, 291 00:13:08.920 --> 00:13:11.000 you single click on that one, you do this one. 292 00:13:11.000 --> 00:13:13.040 And it was dumb stuff, all of it. 293 00:13:13.040 --> 00:13:15.600 The window is too small and the font is so small 294 00:13:15.600 --> 00:13:16.840 and they can't quite read it. 295 00:13:16.880 --> 00:13:19.720 So we can just bigger font, bigger window, 296 00:13:19.720 --> 00:13:22.080 break it up, make it work. 297 00:13:22.080 --> 00:13:24.920 And with a bunch of tiny little things 298 00:13:24.920 --> 00:13:28.960 that probably took us collectively a day, maybe two, 299 00:13:28.960 --> 00:13:32.800 and the accessibility, the usability of the software 300 00:13:32.800 --> 00:13:34.600 went to a whole new level. 301 00:13:34.600 --> 00:13:36.720 So what did we do? 302 00:13:36.720 --> 00:13:39.320 Another thing we did was we would send engineers. 303 00:13:39.320 --> 00:13:43.200 So every engineer, no matter how deep in the code you were, 304 00:13:43.200 --> 00:13:45.800 you're an architect, whatever it is, 305 00:13:45.800 --> 00:13:47.920 we had three software architects 306 00:13:47.920 --> 00:13:50.600 who were all very, very capable, 307 00:13:50.600 --> 00:13:52.080 but even them, including them, 308 00:13:52.080 --> 00:13:56.040 they had to go to a home office once a month. 309 00:13:56.040 --> 00:13:58.400 So there was no sit in the home office 310 00:13:58.400 --> 00:14:00.640 and pull the strings from behind the scenes. 311 00:14:00.640 --> 00:14:05.640 You had to go and experience what our customers experience. 312 00:14:05.760 --> 00:14:08.120 You had to go through that process. 313 00:14:08.120 --> 00:14:10.800 And when we were rolling out new product, 314 00:14:10.800 --> 00:14:13.400 and so I remember getting so, 315 00:14:15.720 --> 00:14:18.880 I was so done with engineers telling me, 316 00:14:18.880 --> 00:14:19.720 because the customer would find 317 00:14:19.720 --> 00:14:21.040 it doesn't work on my computer. 318 00:14:21.040 --> 00:14:22.160 And then the engineers answer, 319 00:14:22.160 --> 00:14:24.120 but well, it works on my computer. 320 00:14:24.120 --> 00:14:25.560 And I go, okay, well, I got a solution. 321 00:14:25.560 --> 00:14:29.440 Let's ship them your computer then, since it works there. 322 00:14:29.440 --> 00:14:31.400 I don't know what you'll do for a job afterwards. 323 00:14:31.400 --> 00:14:34.760 You'll have to use some magic to make your code work, 324 00:14:34.760 --> 00:14:35.880 but I'm gonna ship them your, 325 00:14:35.880 --> 00:14:37.840 because the next person who tells me, 326 00:14:37.840 --> 00:14:39.520 it's okay, it works on my computer. 327 00:14:39.520 --> 00:14:41.320 I think I'm just gonna fire you on the spot 328 00:14:41.320 --> 00:14:44.440 because that shows that you have absolutely no clue 329 00:14:44.440 --> 00:14:48.040 or no care or respect for the customer's experience. 330 00:14:48.040 --> 00:14:50.200 Your view is, oh, I'm fine, thank you. 331 00:14:50.200 --> 00:14:51.800 It worked for me. 332 00:14:51.800 --> 00:14:55.400 And that's not what the engineers meant. 333 00:14:55.400 --> 00:14:57.320 What they were meaning was, 334 00:14:57.320 --> 00:14:59.680 was that I can't find the problem. 335 00:14:59.680 --> 00:15:00.520 And it's. 336 00:15:00.000 --> 00:15:05.680 up to the customer to tell me more information so I can help 337 00:15:05.680 --> 00:15:10.960 the customer completely the wrong mindset. So I'd say, okay, 338 00:15:11.240 --> 00:15:14.560 put them on a plane, fly them to where they're to be. So off to 339 00:15:14.560 --> 00:15:17.200 Boston, they went or where a lot of our customers were up in the 340 00:15:17.200 --> 00:15:19.600 Connecticut area, a lot of insurance companies are there, 341 00:15:19.800 --> 00:15:23.520 fly them there, sit down with a person go through it. And when 342 00:15:23.520 --> 00:15:26.480 they when they went through the experience, often the times they 343 00:15:26.480 --> 00:15:30.200 would fix the code there. And then it usually was a setting or 344 00:15:30.200 --> 00:15:36.680 some dumb thing. So when we talk about dogfooding, we mean not 345 00:15:36.680 --> 00:15:41.400 just the use of the product themselves, but being aware of 346 00:15:41.400 --> 00:15:45.200 the obstacles that we've inadvertently put in the 347 00:15:45.200 --> 00:15:49.840 customer's way, which is pulling sales way down. And they almost 348 00:15:49.880 --> 00:15:54.360 always are tiny things, tiny things. We didn't make that 349 00:15:54.360 --> 00:15:58.080 instruction clear, we didn't make clear, you click it twice, 350 00:15:58.080 --> 00:16:05.160 we, and it's so simple to fix. So for us to love our own 351 00:16:05.160 --> 00:16:09.080 content and love our own products, that passion must be 352 00:16:09.080 --> 00:16:13.160 transferred, transferred to the customer. And so a lot of people 353 00:16:13.160 --> 00:16:15.480 say, Well, I'm not in customer, you know, I'm not doing customer 354 00:16:15.480 --> 00:16:19.320 service, I'm not doing, you know, I don't manage customers, I 355 00:16:19.320 --> 00:16:23.480 don't do account management, you know, I'm just a programmer. And 356 00:16:23.480 --> 00:16:26.240 our view was, everybody is selling, everybody loves the 357 00:16:26.240 --> 00:16:31.440 product, everybody's involved. So I would say that if you're if 358 00:16:31.440 --> 00:16:35.280 you have a receptionist, or your accountant, or get them out of 359 00:16:35.280 --> 00:16:38.800 the office, get them out into a customer site, and let them 360 00:16:38.800 --> 00:16:43.360 experience that, that is really, really healthy. So that's what 361 00:16:43.360 --> 00:16:48.240 we mean by dogfooding. Everybody gets, you know, Waffle House has 362 00:16:48.240 --> 00:16:51.360 a massive anybody know Waffle House? Is that a distinctly 363 00:16:51.360 --> 00:16:54.160 southern thing, right? Okay. So Waffle House, if anybody knows 364 00:16:54.160 --> 00:16:59.440 what that is, is a big restaurant group in the south, 365 00:16:59.440 --> 00:17:02.080 I think it's spread throughout good parts of the US. I don't 366 00:17:02.080 --> 00:17:05.760 know how many 1000s of stores they have. But Waffle House has 367 00:17:05.760 --> 00:17:11.839 a fascinating policy on public holidays. So that would be 368 00:17:11.839 --> 00:17:15.680 Thanksgiving, Christmas, New Year, the senior executives and 369 00:17:15.680 --> 00:17:19.520 the and the home office staff actually manage the stores 370 00:17:19.599 --> 00:17:23.680 themselves. And everybody else gets off. So if you went into a 371 00:17:23.680 --> 00:17:27.040 Waffle House on Christmas Day, which they're open, you'd find 372 00:17:27.040 --> 00:17:31.760 the CFO or head of HR, or, you know, the accountants literally 373 00:17:31.760 --> 00:17:36.880 making your eggs. And the reason they did this was to keep the 374 00:17:36.960 --> 00:17:41.280 keep home office grounded dogfooding, keep them grounded 375 00:17:41.280 --> 00:17:46.080 in. And if you would eat that food yourself, you know, why 376 00:17:46.080 --> 00:17:48.960 would you encourage others? Why would you be part of a 377 00:17:48.960 --> 00:17:52.240 marketing team telling people you don't know to be to 378 00:17:52.240 --> 00:17:55.760 participate in a product you and yourself are not entirely 379 00:17:55.760 --> 00:18:00.240 convinced about? So there are these great ideas. I'm sure 380 00:18:00.240 --> 00:18:03.120 some of you have seen, you know, great shows like undercover 381 00:18:03.120 --> 00:18:07.440 boss or whatever it is, just fantastic ideas of getting this 382 00:18:07.440 --> 00:18:11.120 is like the extreme version of dogfooding. Okay, so let's talk 383 00:18:11.120 --> 00:18:14.000 about two other quick categories, product development. 384 00:18:14.000 --> 00:18:18.080 So what we're going to do when we break up here in a section in 385 00:18:18.080 --> 00:18:22.560 a moment in our breakout session, I'm going to ask you to 386 00:18:22.560 --> 00:18:26.880 pick one question from each category, product development, 387 00:18:27.760 --> 00:18:30.720 working backwards, and then user experience or customer 388 00:18:30.720 --> 00:18:32.640 experience working backwards. So you're going to pick one 389 00:18:32.640 --> 00:18:34.880 question from each of those. So here are the questions we're 390 00:18:34.880 --> 00:18:39.200 going to go through. And again, start work backwards, start 391 00:18:39.200 --> 00:18:42.800 with a customer. So under product development, here are 392 00:18:42.800 --> 00:18:47.600 nine questions, pick one of these, what things can we do 393 00:18:47.600 --> 00:18:51.360 that don't scale? What in other words, go and intentionally do 394 00:18:51.360 --> 00:18:55.200 something that doesn't scale so that you can work backwards? 395 00:18:55.840 --> 00:19:00.080 What things can we do that don't scale to how can we go out 396 00:19:00.080 --> 00:19:03.440 into the into the market into the world, meet our customers 397 00:19:03.440 --> 00:19:08.560 and discover their experience in their environment. So that's 398 00:19:08.560 --> 00:19:12.080 really important, not your environment, not at a show, not 399 00:19:12.080 --> 00:19:15.360 at a big, you know, industry event in their environment. 400 00:19:16.080 --> 00:19:20.000 That's question number three is, how do we move our products 401 00:19:20.000 --> 00:19:24.000 from like to love? Do you know the difference of moving your 402 00:19:24.000 --> 00:19:26.720 product from we like your product to we love your product, 403 00:19:27.360 --> 00:19:31.360 you know, or it's usable to it's adorable, is usually a bunch 404 00:19:31.360 --> 00:19:34.720 of very tiny, stupid things you could have fixed, had you 405 00:19:34.720 --> 00:19:40.160 known. So that's the purpose of that question. For what's the 406 00:19:40.160 --> 00:19:44.640 invisible gap between our product and our market, we all 407 00:19:44.720 --> 00:19:49.360 think that our products match our market, and they do not. We 408 00:19:49.360 --> 00:19:52.640 all think we are meeting the need. And the reason we think 409 00:19:52.640 --> 00:19:56.720 this is because we do what I call boardroom design, we sit in 410 00:19:56.720 --> 00:19:59.840 boardrooms, and think of what we think is the problem. 411 00:20:00.000 --> 00:20:04.240 And we come up with solutions, boardroom design solutions, 412 00:20:04.240 --> 00:20:05.920 instead of going out into the field 413 00:20:05.920 --> 00:20:08.340 and finding what the customer actually needs, 414 00:20:08.340 --> 00:20:10.760 not what we thought they needed. 415 00:20:10.760 --> 00:20:13.640 And you'll be amazed how many times 416 00:20:13.640 --> 00:20:15.360 you can scale on your product, 417 00:20:15.360 --> 00:20:18.160 make it simpler, quicker, better, easier, cheaper, 418 00:20:18.160 --> 00:20:20.960 and people just go from like to love. 419 00:20:22.440 --> 00:20:26.240 Number five, how do we get customers to use the word, 420 00:20:26.240 --> 00:20:28.700 insert your company name here, brilliant, 421 00:20:28.700 --> 00:20:31.660 and the word love in the same sentence? 422 00:20:31.660 --> 00:20:34.940 We love brilliant, we love team brilliant, 423 00:20:34.940 --> 00:20:37.380 we love brilliant coaches, we love brilliant, 424 00:20:37.380 --> 00:20:39.680 put your company's name in there. 425 00:20:39.680 --> 00:20:42.780 So how do you get your company name and the word love 426 00:20:42.780 --> 00:20:44.340 to connect in the same sentence? 427 00:20:44.340 --> 00:20:46.280 That's a fun question to answer. 428 00:20:46.280 --> 00:20:49.820 Next one, six, how can we get people 429 00:20:49.820 --> 00:20:52.700 to fall in love with what we do 430 00:20:52.700 --> 00:20:54.700 so that they will tell others about it? 431 00:20:55.420 --> 00:20:57.020 You know, we've talked about this 432 00:20:57.020 --> 00:20:58.840 from Simon Sinek's viewpoint, 433 00:20:58.840 --> 00:21:01.060 people care more about why you do something 434 00:21:01.060 --> 00:21:02.460 than what you do. 435 00:21:02.460 --> 00:21:05.420 And so this is a key to answering that question. 436 00:21:05.420 --> 00:21:09.500 Can we help people understand why we do what we do? 437 00:21:09.500 --> 00:21:11.140 Can we help customers understand why 438 00:21:11.140 --> 00:21:13.860 and will they fall in love with the why? 439 00:21:13.860 --> 00:21:15.980 And if they fall in love with our why, 440 00:21:15.980 --> 00:21:20.380 they will automatically start to pass the word along. 441 00:21:20.380 --> 00:21:22.980 This is called permission marketing. 442 00:21:22.980 --> 00:21:25.260 You're giving your customers permission 443 00:21:25.260 --> 00:21:27.200 to market it organically for you. 444 00:21:27.200 --> 00:21:29.580 They're so excited about what you're doing. 445 00:21:29.580 --> 00:21:31.660 They're so excited about your product. 446 00:21:31.660 --> 00:21:33.860 They automatically feel the permission 447 00:21:33.860 --> 00:21:35.820 to tell others about it. 448 00:21:35.820 --> 00:21:39.840 Number seven, what biases are we up against? 449 00:21:39.840 --> 00:21:43.180 So in the Airbnb case, stranger danger. 450 00:21:43.180 --> 00:21:45.980 There was a bias against strangers being in your home. 451 00:21:45.980 --> 00:21:47.500 So there was stranger danger. 452 00:21:47.500 --> 00:21:51.040 Number eight, what is the sweet spot 453 00:21:51.040 --> 00:21:53.520 for building trust with our customers? 454 00:21:53.520 --> 00:21:56.060 We think again in the boardroom that we know, 455 00:21:56.060 --> 00:21:58.320 but when we find out, when we get into the field, 456 00:21:58.320 --> 00:22:01.000 it's a different thing. 457 00:22:01.000 --> 00:22:03.440 For those of you that are running a small company 458 00:22:03.440 --> 00:22:06.840 or you're running, you know, you're a solopreneur 459 00:22:06.840 --> 00:22:09.880 or whatever, you're in a smaller team, 460 00:22:09.880 --> 00:22:11.580 I would say this to you. 461 00:22:11.580 --> 00:22:16.560 This is the fastest way for you to accelerate your business. 462 00:22:16.560 --> 00:22:18.000 Get out and ask the customers. 463 00:22:18.000 --> 00:22:20.640 There's nothing more powerful than picking up the phone 464 00:22:21.220 --> 00:22:22.060 and saying to a customer, 465 00:22:22.060 --> 00:22:24.320 can I ask you a couple of questions? 466 00:22:24.320 --> 00:22:27.520 I would really love your opinion about what you think 467 00:22:27.520 --> 00:22:29.200 about what it is we're doing. 468 00:22:29.200 --> 00:22:30.960 People love to give their opinions. 469 00:22:32.080 --> 00:22:34.920 Very busy CEOs will stop doing what they're doing 470 00:22:34.920 --> 00:22:36.680 to tell you the answers to those questions. 471 00:22:36.680 --> 00:22:37.920 So be bold and ask them. 472 00:22:38.800 --> 00:22:43.520 And then number nine, what do we not want in our products? 473 00:22:43.520 --> 00:22:46.280 I'm going to ask you to pick one of those nine questions 474 00:22:46.280 --> 00:22:48.280 and then we'll go into, you know, 475 00:22:48.280 --> 00:22:51.480 and then I'll ask you to answer them in the worksheet. 476 00:22:51.480 --> 00:22:53.980 The second batch of questions, only seven questions, 477 00:22:53.980 --> 00:22:55.960 and this is all around working backwards 478 00:22:55.960 --> 00:22:58.120 from a user experience. 479 00:22:58.120 --> 00:23:01.640 So what things do we think our customers can do, 480 00:23:01.640 --> 00:23:03.820 but actually they cannot do it? 481 00:23:03.820 --> 00:23:06.180 Like, oh, they can easily log in and do this. 482 00:23:06.180 --> 00:23:07.280 They can easily do that. 483 00:23:07.280 --> 00:23:08.700 They can easily do this. 484 00:23:08.700 --> 00:23:10.400 What is it we're expecting? 485 00:23:10.400 --> 00:23:12.460 We think, oh, our customers can do that. 486 00:23:12.460 --> 00:23:14.560 Oh, they can go live in the app, but can they? 487 00:23:14.560 --> 00:23:16.920 Do they know how to do that? 488 00:23:16.960 --> 00:23:19.840 What is it we think they can do, but they actually cannot? 489 00:23:19.840 --> 00:23:24.000 Number two, what is the perfect user experience? 490 00:23:24.000 --> 00:23:25.400 From the day they meet you, 491 00:23:25.400 --> 00:23:27.560 what would that perfect user experience be? 492 00:23:27.560 --> 00:23:32.440 Number three, what is the user experience end to end? 493 00:23:32.440 --> 00:23:35.380 In other words, what are the distinct steps? 494 00:23:35.380 --> 00:23:38.280 And what for each one, what is the touch point? 495 00:23:38.280 --> 00:23:40.540 How are they interacting with us 496 00:23:40.540 --> 00:23:43.880 as they go through those processes? 497 00:23:43.880 --> 00:23:46.420 Or do they meet us and then they don't hear from us again 498 00:23:46.820 --> 00:23:47.860 until there's a problem, 499 00:23:47.860 --> 00:23:49.860 which is how a lot of companies operate. 500 00:23:51.860 --> 00:23:55.500 Number four, how do we design for trust? 501 00:23:56.580 --> 00:23:58.340 What does that mean for us? 502 00:23:58.340 --> 00:24:01.380 How can we put trust at the top of our user experience? 503 00:24:01.380 --> 00:24:04.340 We want our customers to trust our app. 504 00:24:04.340 --> 00:24:06.820 We want our customers to trust our product. 505 00:24:06.820 --> 00:24:10.620 We want our customers to have a high confidence and trust 506 00:24:10.620 --> 00:24:14.780 in the advice or the certification or whatever it is we do. 507 00:24:14.780 --> 00:24:18.020 How do we build trust core into the product? 508 00:24:18.900 --> 00:24:20.460 Fantastic question. 509 00:24:20.460 --> 00:24:22.660 And what is the sweet spot for building trust 510 00:24:22.660 --> 00:24:23.600 with our customers? 511 00:24:23.600 --> 00:24:26.780 Number six, how can we use customer service 512 00:24:26.780 --> 00:24:29.060 as the branding moment? 513 00:24:29.060 --> 00:24:29.880 It's amazing. 514 00:24:29.880 --> 00:24:32.220 Customer service is not an afterthought. 515 00:24:32.220 --> 00:24:35.380 Customer service is the pointy end of the spear. 516 00:24:35.380 --> 00:24:39.140 Customer service, you can form your customer's impression 517 00:24:39.140 --> 00:24:43.220 of who you are so quickly by how you answer them. 518 00:24:43.220 --> 00:24:45.940 We've talked a lot about how good Starbucks is at this 519 00:24:45.940 --> 00:24:48.860 using their acronym LATTE, L-A-T-T-E. 520 00:24:48.860 --> 00:24:50.620 We've discussed that before. 521 00:24:50.620 --> 00:24:52.000 Just to remind you again, 522 00:24:52.000 --> 00:24:54.700 you remember LATTE is somebody comes to complain 523 00:24:54.700 --> 00:24:56.260 and you can do this in your team. 524 00:24:56.260 --> 00:24:57.600 L stands for listen, 525 00:24:59.220 --> 00:25:00.060 A stands 526 00:25:00.000 --> 00:25:03.120 I acknowledge, I understand, I acknowledge your problem. 527 00:25:03.120 --> 00:25:05.080 I listen to you, I acknowledge your problem. 528 00:25:05.080 --> 00:25:06.040 T is you thank them, 529 00:25:06.040 --> 00:25:08.000 thank you for telling us about the problem. 530 00:25:08.000 --> 00:25:10.160 The other T is tell them what you're gonna do about it. 531 00:25:10.160 --> 00:25:12.260 And the last is E, execute on it. 532 00:25:13.320 --> 00:25:15.860 So L-A-T-T-E, latte, clever. 533 00:25:15.860 --> 00:25:19.400 So, you know, that's the Starbucks way. 534 00:25:19.400 --> 00:25:21.080 And what they're using there 535 00:25:21.080 --> 00:25:23.780 is they're making customer service a branding moment. 536 00:25:25.600 --> 00:25:29.000 I just advertise their lattes, just telling you about it. 537 00:25:29.080 --> 00:25:29.960 And then number seven, 538 00:25:29.960 --> 00:25:32.160 what experience are customers having 539 00:25:32.160 --> 00:25:34.600 that's not good long-term? 540 00:25:34.600 --> 00:25:36.320 They may be putting up with something 541 00:25:36.320 --> 00:25:37.560 with what you're doing right now, 542 00:25:37.560 --> 00:25:40.240 but long-term, they're not gonna do that. 543 00:25:40.240 --> 00:25:42.680 So what I'd like to do is hand back to you, Jenny, 544 00:25:42.680 --> 00:25:46.440 and then have people pick one of those questions 545 00:25:46.440 --> 00:25:47.840 from each of those categories 546 00:25:47.840 --> 00:25:49.880 and discuss them in the worksheets. 547 00:25:51.400 --> 00:25:53.640 All right, thank you, Dion, the latte. 548 00:25:53.640 --> 00:25:55.560 I remember that when I go places, 549 00:25:55.560 --> 00:25:58.520 I recite it to myself in my brain. 550 00:25:58.520 --> 00:26:01.400 Listen, acknowledge, that's good. 551 00:26:01.400 --> 00:26:05.760 Okay, guys, so this is the breakout room time. 552 00:26:05.760 --> 00:26:09.200 We're gonna break out and see you back here at 155. 553 00:26:09.200 --> 00:26:11.440 I've dropped the worksheet in the chat, 554 00:26:11.440 --> 00:26:14.200 so you all should have access to that. 555 00:26:14.200 --> 00:26:16.280 If you have trouble moving into your room, 556 00:26:16.280 --> 00:26:18.800 just unmute yourself and let me know. 557 00:26:18.800 --> 00:26:21.080 And for you solo leaders, 558 00:26:21.080 --> 00:26:23.520 we've created a group for you called General. 559 00:26:23.520 --> 00:26:25.720 You can go in there and interact together, 560 00:26:25.720 --> 00:26:28.480 and we'll have a reminder when it's time 561 00:26:28.480 --> 00:26:30.800 for you to come back to the main room. 562 00:26:30.800 --> 00:26:32.600 So we'll see you back here in a bit. 563 00:26:33.760 --> 00:26:35.520 Hey, guys, welcome back. 564 00:26:35.520 --> 00:26:39.760 Hey, Amber, Carla, Lisa, you guys have a good chat? 565 00:26:40.640 --> 00:26:41.480 Yeah? 566 00:26:42.520 --> 00:26:44.680 Some thought-provoking questions. 567 00:26:45.600 --> 00:26:49.080 We've actually been doing a lot of this talking 568 00:26:49.080 --> 00:26:53.360 as we're trying to do some sales and marketing strategy. 569 00:26:54.320 --> 00:26:58.480 So these were good questions that make us think. 570 00:26:59.400 --> 00:27:00.520 That's great. 571 00:27:00.520 --> 00:27:03.080 Yep, that's really good. 572 00:27:04.040 --> 00:27:06.640 It's nothing like asking the customer. 573 00:27:06.640 --> 00:27:10.560 Right, which we actually had done some of this past week. 574 00:27:12.960 --> 00:27:16.360 Yeah, especially if you can ask them in their own context. 575 00:27:16.360 --> 00:27:20.080 I know it's easy to pick up the phone or do a Zoom call, 576 00:27:20.080 --> 00:27:22.440 but if you can ask them in their own context, 577 00:27:22.440 --> 00:27:24.280 it gives you a different feeling. 578 00:27:24.280 --> 00:27:27.360 Like you can see how your product's being used 579 00:27:27.360 --> 00:27:32.360 or anything that brings you close to their experience 580 00:27:32.760 --> 00:27:34.480 of you and your products and your company, 581 00:27:34.480 --> 00:27:36.240 that's really good. 582 00:27:36.240 --> 00:27:37.560 Yeah, but certainly get on the phone 583 00:27:37.560 --> 00:27:39.920 and ask them is definitely baby step number one. 584 00:27:39.920 --> 00:27:42.520 So yeah, good point. 585 00:27:42.520 --> 00:27:45.520 Anybody else come up with a good idea or a thought 586 00:27:45.520 --> 00:27:48.040 that you're looking forward to implementing? 587 00:27:48.040 --> 00:27:50.800 I was talking to Amber there about some of their ideas. 588 00:27:53.160 --> 00:27:54.000 Robin? 589 00:27:55.640 --> 00:27:59.400 Yeah, on the first section, product development, 590 00:27:59.400 --> 00:28:02.240 and we said that everybody on staff 591 00:28:02.240 --> 00:28:06.200 needs to go to a builder close to them 592 00:28:06.200 --> 00:28:10.840 and get on the other end of the smart device with it, 593 00:28:10.840 --> 00:28:12.320 one of our inspectors, 594 00:28:12.320 --> 00:28:14.760 and do a mock inspection walkthrough 595 00:28:14.760 --> 00:28:17.440 on one of their tiny houses. 596 00:28:17.440 --> 00:28:18.560 Great idea. 597 00:28:19.560 --> 00:28:21.680 You're gonna learn so much. 598 00:28:21.680 --> 00:28:25.880 It's crazy how much you learn from those simple exercises. 599 00:28:25.880 --> 00:28:27.280 Very cool, very cool. 600 00:28:27.280 --> 00:28:29.440 Okay, anyone else had a good idea? 601 00:28:30.880 --> 00:28:32.320 Something you wanna try? 602 00:28:33.480 --> 00:28:34.520 Nancy, you wanna tell us 603 00:28:34.520 --> 00:28:36.920 what we're doing on the user experience? 604 00:28:37.960 --> 00:28:39.400 Yeah, Bonnie had a great idea. 605 00:28:39.400 --> 00:28:42.680 We had this little animated like cartoon, 606 00:28:43.680 --> 00:28:46.160 we call him our little Noah guy or the Noah dude. 607 00:28:46.760 --> 00:28:49.440 And he's just on our website 608 00:28:49.440 --> 00:28:51.120 and on some of our videos and things like that. 609 00:28:51.120 --> 00:28:53.080 You'll see him across some of our media and things. 610 00:28:53.080 --> 00:28:58.000 And we have some members 611 00:28:58.000 --> 00:29:00.960 that don't wanna read instructions 612 00:29:00.960 --> 00:29:02.720 when it comes to the onboarding process. 613 00:29:02.720 --> 00:29:04.280 They're having a difficult time absorbing 614 00:29:04.280 --> 00:29:05.280 what the next step is. 615 00:29:05.280 --> 00:29:08.960 And we've really laid it out like onboarding 101 616 00:29:08.960 --> 00:29:10.480 and detailed it and things like that. 617 00:29:10.480 --> 00:29:11.640 But Bonnie had a good idea 618 00:29:11.640 --> 00:29:13.920 that a lot of people don't wanna read 619 00:29:13.920 --> 00:29:15.520 the Gettysburg Address. 620 00:29:16.280 --> 00:29:18.720 They'll click on a 45 second video though. 621 00:29:18.720 --> 00:29:21.280 So we're gonna have our IT guy create a video 622 00:29:21.280 --> 00:29:22.480 with our little Noah guy, 623 00:29:22.480 --> 00:29:24.560 just telling them what to expect 624 00:29:24.560 --> 00:29:25.760 during the onboarding process 625 00:29:25.760 --> 00:29:26.920 and how they can get through it 626 00:29:26.920 --> 00:29:28.920 and hope that maybe we can help people 627 00:29:28.920 --> 00:29:30.680 get to the other side of that more effectively 628 00:29:30.680 --> 00:29:32.600 without needing all the handholding 629 00:29:32.600 --> 00:29:34.720 that's happening currently. 630 00:29:34.720 --> 00:29:36.720 Yeah, you know what would be cool though? 631 00:29:36.720 --> 00:29:38.360 Was that Nancy speaking? 632 00:29:38.360 --> 00:29:39.200 Yes. 633 00:29:39.200 --> 00:29:41.600 Yeah, so Nancy, what would be cool about that great idea, 634 00:29:41.600 --> 00:29:43.600 Bonnie, would be to, 635 00:29:43.600 --> 00:29:45.440 when you got the video before you roll it out, 636 00:29:46.200 --> 00:29:48.200 test drive it with three or four people. 637 00:29:48.200 --> 00:29:49.280 Watch their reactions, 638 00:29:49.280 --> 00:29:51.680 especially if you can be in the room with them somehow, 639 00:29:51.680 --> 00:29:53.680 or if you can monitor them in some way 640 00:29:53.680 --> 00:29:54.840 to watch their reactions, 641 00:29:54.840 --> 00:29:56.360 watch where they would go. 642 00:29:56.360 --> 00:29:58.640 And if it's as intuitive as you think it is, 643 00:29:58.640 --> 00:30:00.120 get out of the boardroom mode. 644 00:30:00.000 --> 00:30:03.960 go out of the lab mode and see what it actually, 645 00:30:03.960 --> 00:30:08.240 what happens in the field is always a different thing, man. 646 00:30:08.240 --> 00:30:11.680 People, it's little things as small as, 647 00:30:11.680 --> 00:30:14.200 you think you mean something by one word 648 00:30:14.200 --> 00:30:16.020 and they mean like click the icon. 649 00:30:16.020 --> 00:30:18.000 What's an icon, you know? 650 00:30:18.000 --> 00:30:20.840 So which one of these fixed six little pictures 651 00:30:20.840 --> 00:30:23.120 is the icon you want me to press? 652 00:30:23.120 --> 00:30:27.160 You know, it can be as simple as that. 653 00:30:27.160 --> 00:30:28.800 So great thoughts, yeah. 654 00:30:28.800 --> 00:30:31.120 You'll be amazed as you set this culture in. 655 00:30:31.120 --> 00:30:33.500 I think if you can have a methodology 656 00:30:33.500 --> 00:30:35.640 where people get out and talk to customers 657 00:30:35.640 --> 00:30:40.240 and you design working backwards as part of your culture, 658 00:30:40.240 --> 00:30:43.880 then what will happen is whoever's doing customer service 659 00:30:43.880 --> 00:30:46.600 is one of the most valuable resources 660 00:30:46.600 --> 00:30:47.960 because they're already getting 661 00:30:47.960 --> 00:30:51.420 a lot of inbound customer responses. 662 00:30:51.420 --> 00:30:54.560 And it'll be great if you pick 663 00:30:54.560 --> 00:30:57.400 some of your most negative customer responses 664 00:30:57.400 --> 00:30:59.200 and call them and say, 665 00:30:59.200 --> 00:31:00.880 hey, could I ask you how they went? 666 00:31:00.880 --> 00:31:01.720 What did we do wrong? 667 00:31:01.720 --> 00:31:03.200 How can we do better? 668 00:31:03.200 --> 00:31:07.600 Very few, one or 2% will go crazy and stay crazy. 669 00:31:07.600 --> 00:31:10.200 But for the most part that people will soften 670 00:31:10.200 --> 00:31:11.320 and wow, thanks for calling. 671 00:31:11.320 --> 00:31:14.600 I didn't expect, you know, somebody would call me back. 672 00:31:14.600 --> 00:31:17.160 I think that's really huge. 673 00:31:17.160 --> 00:31:18.740 Jenny, did you guys come up with anything? 674 00:31:18.740 --> 00:31:21.200 I know you didn't have a lot of time on your end. 675 00:31:21.440 --> 00:31:25.040 No, I think collectively we came, 676 00:31:25.040 --> 00:31:28.440 no, we didn't come up with an idea of what to do. 677 00:31:28.440 --> 00:31:30.800 We talked about different points. 678 00:31:30.800 --> 00:31:33.160 It was really a fun exercise to do 679 00:31:33.160 --> 00:31:36.840 and I look forward to doing it later on 680 00:31:36.840 --> 00:31:38.860 from start to finish. 681 00:31:38.860 --> 00:31:40.440 Yeah, so Jenny and I were talking 682 00:31:40.440 --> 00:31:43.480 beginning of the, before the session started today 683 00:31:43.480 --> 00:31:45.360 around the idea that, you know, 684 00:31:45.360 --> 00:31:48.680 when you first introduce an idea to your team, 685 00:31:49.280 --> 00:31:54.040 if it all goes smoothly, you have mild, you know, adoption. 686 00:31:54.040 --> 00:31:56.600 And the mild adoption is like, they're not against it. 687 00:31:56.600 --> 00:31:57.440 They're like for it. 688 00:31:57.440 --> 00:32:01.160 They just haven't quite clicked on how to actually use it 689 00:32:01.160 --> 00:32:02.440 all the time. 690 00:32:02.440 --> 00:32:04.720 So, hey, we got playbooks and we got deep work 691 00:32:04.720 --> 00:32:06.200 and we got this and we got that. 692 00:32:06.200 --> 00:32:07.440 So you get mild adoption. 693 00:32:07.440 --> 00:32:09.720 But when they go through the second time, a third time, 694 00:32:09.720 --> 00:32:12.280 once it becomes culturalized and institutionalized, 695 00:32:12.280 --> 00:32:15.540 once it becomes part of who you are as a team, 696 00:32:15.540 --> 00:32:16.800 then you get deep adoption. 697 00:32:16.800 --> 00:32:19.800 And that's when you really get the bang for the buck. 698 00:32:19.800 --> 00:32:20.760 Back to you, Jenny. 699 00:32:21.880 --> 00:32:23.120 Thank you. 700 00:32:23.120 --> 00:32:25.200 Well, I hope you guys enjoyed that 701 00:32:25.200 --> 00:32:27.720 and will implement that and use that 702 00:32:27.720 --> 00:32:30.440 as part of your customer experience. 703 00:32:30.440 --> 00:32:32.120 And if you have questions along the way, 704 00:32:32.120 --> 00:32:34.800 remember the mybrilliant.app. 705 00:32:34.800 --> 00:32:37.400 You can post on the community any questions or comments, 706 00:32:37.400 --> 00:32:40.740 things that you are walking through 707 00:32:40.740 --> 00:32:42.720 and you're seeing the benefit of 708 00:32:42.720 --> 00:32:45.260 or where you might even be getting stuck. 709 00:32:46.260 --> 00:32:50.180 And please complete the end of the call survey. 710 00:32:50.180 --> 00:32:51.060 Thank you so much. 711 00:32:51.060 --> 00:32:53.640 We read those and we take that feedback in. 712 00:32:54.500 --> 00:32:56.300 You guys all have a great rest of your week 713 00:32:56.300 --> 00:32:58.300 and we'll see you next week. 714 00:32:58.300 --> 00:32:59.120 Bye.