Predictive ROI CEO Stephen Woessner Shares How Demand Turns Authority Into Action

00;00;08;10 – 00;00;43;14
Unknown
Over the past decade, we’ve had more than 1200 conversations with CEOs. Bestselling authors in agency leaders. And here’s what we’re seeing. Agencies that have built in authority position no longer struggle to be seen. Instead, they struggled to activate latent demand. Agency leaders have said to us, it’s exactly where we’re sitting right now. Authority without demand. So welcome to the in-demand agency podcast presented by predictive ROI is sparked by research from the Harvard Business Review.
00;00;43;15 – 00;01;24;11
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Edelman, Gallup Agency, Core all showing that trust has moved upstream in today’s marketplace. Authority earns attention. Yes, but demand is what Kern’s attention into action. Each episode deconstructs the science of demand from behavioral psychology, decision making, research, and the cross industry strategies behind why and how B2B buyers make their decisions. We interview the world’s leading behavioral scientists, agency network leaders, and strategists from industries far beyond ours, experts who are reshaping how demand works.
00;01;24;16 – 00;01;43;16
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I’m your host, Steven Woessner, and in each episode will translate their insights directly into the agency world. In these conversations are now being heard by a community of over 30,000 agency owners and their teams.
00;01;43;19 – 00;02;28;15
Unknown
Hello friends, and welcome to the inaugural episode of the In Demand Agency podcast. Today’s episode is the solo cast. It is just you and me, so we can peel back our thesis for the new show in full transparency, as well as begin moving forward and helping you and your agency move from authority to demand. And while you and I talk that through, I’m going to share what I’m going to call a quote story from the field, end quote from our work alongside agency owner, so that you can take those lessons learned, the lessons that we are learning in real time, and apply them straight away into your agency’s biz dev process.
00;02;28;16 – 00;02;58;05
Unknown
During our time together, Im also going to share three research insights from three different independent sources and how they connect into the story from the field and how they more broadly connect into our thesis for the new podcast, and why we believe it will be helpful to your agency, as well as our growing community of agencies. And it’s likely that I will follow a similar format for most of the solo casts that I record for you.
00;02;58;05 – 00;03;39;25
Unknown
So I’ll share a story from the field. Then I’ll connect that story from the field to several third party research insights, and then we’ll close out the story with a specific application, like how are we going to apply, or how will we suggest that you apply that lesson into your agency’s business? Our overarching goal for each episode of the in-demand agency podcast, whether it’s just you and me for solo cast, or if I’m interviewing one of the world’s leading authorities on a particular topic, is to help you in your agency move from A to demand and to be seen in the niche you serve as an in-demand agency.
00;03;39;25 – 00;04;08;14
Unknown
That’s what we’re calling it an in-demand agency in. Candidly, we we have some big goals for this podcast and the help that we are committed to providing. And as I prepared for our time together, I found myself organizing what what I wanted to share with you. It became bigger and bigger and bigger. I’m like, oh, holy bananas. Okay, I need to I need to divide that up into into parts, into sections, into whatever.
00;04;08;14 – 00;04;30;29
Unknown
And so this solo cast became five different parts. It’s all one episode, but you’ll see that as we move from part to part and I’ll call out, each part is we’re transitioning from part to part. But I felt like that was the way that that it was going to be helpful to organize it best. So I’m going to give you a quick overview here of each of the parts.
00;04;31;02 – 00;04;48;12
Unknown
And then like I said, we’re going to work our way through each of the parts. And I’ll let you know when we’re transitioning from part to part. So as we do that in throughout any of any of the solo cast, throughout any of our episodes, any time that you have a question concern, you want to drop me a line, please feel free to do that.
00;04;48;14 – 00;05;14;08
Unknown
My direct email address. This is not some sort of inbox with filters or something like this. If you use this email address is going to come directly to me, I promise. And it’s Steven. Step n Steven at predictive ROI. So Steven, a predictive ROI. If you ever have any questions or concerns. And if you think I missed any particular details maybe I forgot something.
00;05;14;11 – 00;05;40;28
Unknown
Please do drop me a line and let me know. I’m very happy to to help. Okay, so here we go. We’re going to go through the five parts and then we’re going to tackle each of the parts. So first high level overview of all five parts. So in part one we’re going to peel back the curtain on how our predictive ROI team currently currently sees or looks at demand.
00;05;40;28 – 00;06;06;19
Unknown
And you and I are going to look at what we’re currently calling the authority demand ecosystem. You and I will walk through what makes up the ecosystem in the how some of the pieces fit together. And I say some of the pieces together because as you’ll hear later when I’m previewing future episodes, Hannah and I are going to peel back some of the curtain even further on the authority demand ecosystem.
00;06;06;20 – 00;06;29;23
Unknown
Eric Jensen and I are also going to do that too. So this is going to unfold, if you will, over time. But I’m going to give you the high level overview of that ecosystem. So I do want to I do want to sort of make a recommendation here for part one. And I and I guess this is probably helpful for maybe all of the parts, but definitely in particular part one of this solo cast.
00;06;29;23 – 00;06;49;04
Unknown
So I’d like to recommend if you’re able to, to have something to write with and maybe even write well, have something to write with and then to be able to write on. So whether that’s the sheet of paper, whether that’s an iPad, you know, whatever, so that you can sketch some things out. So you can literally see how the ecosystem starts to take shape.
00;06;49;05 – 00;07;16;24
Unknown
All right. So that would be that would be helpful if you’re able to do that. Totally get it. If you can’t. But if you’re able to that would be awesome. Okay. So then quick note then before we move on to part two, you probably just heard me or maybe even noticed my use of the word currently. And when I said that, you know, I said it, that we’re going to peel back the curtain on how our team at predictive ROI currently sees or looks at demand.
00;07;16;24 – 00;07;40;22
Unknown
And I said currently, because one of our core values here, predictive, is we can always be better. And we embrace that in our work. We embrace it in how we set up experiments in the predictive ROI lab, and how we approach the interviews with our guests with great anticipation. And because of that, we believe that the opportunity to learn never stops.
00;07;40;22 – 00;08;03;06
Unknown
So today, I’m going to share with you how we currently see the authority demand ecosystem. And you know what? I’m pretty sure pretty confident that that when Seth Godin, I sit down for a conversation, he’s going to share some insights and wisdom that is going to stretch our thinking in new and exciting ways. Hence, we can always be better.
00;08;03;09 – 00;08;30;04
Unknown
Okay, so that is part one in in part two. So again this is just the overview piece in part two. I’m going to share a recent story from our field work with one of our predictive clients. And I’m going to separate that story into two two sections. So let’s call section number one the lessons learned. So quote unquote lessons learned from our field work.
00;08;30;06 – 00;08;54;14
Unknown
And then section two we’re going to take a closer look than at application. So section one here’s the lesson. And what was learned. And then section two is if you’re going to apply that lesson, how can you apply that lesson directly into your agency’s biz dev process. Okay. A great story can of course be educational. A story can be inspirational.
00;08;54;15 – 00;09;32;12
Unknown
A story can be entertaining. Of course, all of those things and and really encourage us to lean in and receive sort of those golden nuggets in that story. But then, in my opinion, for a story to have impact in lasting value, it needs to answer the question. Yeah, but how do I apply this to my situation? And that’s why we will connect each and every story from our fieldwork, each and every story that we share inside in demand agency, podcast episodes in a particular the solar cast that we’re going to do this with our guests as well.
00;09;32;12 – 00;09;58;10
Unknown
We’re going to tie that directly into into your agency so you can take and apply, take the lesson and apply it. Okay. So that’s part one and two. Then in part three. I’m going to shine a bright light on three research insights that connect to today’s discussion. So quick side note here. And I should have mentioned this as part of our overarching goal for the podcast.
00;09;58;13 – 00;10;26;22
Unknown
We plan to add a level of rigor to each in every episode. Then, in our opinion, is lacking in our industry. Each episode is going to include excerpts from and citations for third party research that will either support or contradict what we know to be true about demand. We will also include the results of experiments from our predictive lab, all in full transparency.
00;10;26;25 – 00;10;48;20
Unknown
Our team of experts is working hard to ensure that each episode is research backed, and there is zero room for hyperbole, so we’re going to share all of our sources in full transparency. We’re going to link to that data in the show notes for each episode, so that you and your team can review everything that we’re studying to.
00;10;48;20 – 00;11;13;14
Unknown
So for today’s solo cast, I’ll be sharing insights from the Harvard Business Review. Then I’m going to share insights from a study that was done in collaboration between Edelman and LinkedIn. And then we’ll bring part three of the solo cast in for a landing with an insight from the latest agency core study. In fact, I think I just gave you the wrong order of how we’re going to walk through that.
00;11;13;14 – 00;11;38;07
Unknown
I think I’m going to go agency core first, then I think I’m going to go Edelman LinkedIn, and then I think we’re going to come in for a landing with HBR Harvard Business Review. Quick side note here again, Susan Bayer, who’s the founder, co-founder, maybe a founder, co-founder of Agency Core, is going to be joining me for an interview in in the coming weeks.
00;11;38;07 – 00;12;01;19
Unknown
So I’m going to touch on that as we do part five. I see the part four or part five of today’s solo casting going to give you a preview of some of the upcoming episodes, and being able to sit down with Susan is going to be an excellent opportunity to dive into this full set of insights from their latest research study, and then I’ll be connecting those insights into demand.
00;12;01;20 – 00;12;27;17
Unknown
So links to the article. So Harvard Business Review article, the Edelman LinkedIn study and then the agency core study. All of that is going to be found or can be found in today’s show notes at predictive ROI. Com okay. All right. So now point or point now for part four not point four part four I’m going to I’m going to recap.
00;12;27;19 – 00;12;52;28
Unknown
When we get to this part I’m going to recap. Now again this is going to sort of display or maybe have my bias in this, but I’m going to recap five takeaways from today’s solo cast. And your takeaways may be different than my five takeaways, but I’m going to highlight five takeaways from today’s solo case to help you keep what you and I worked through or talk through is actionable as possible.
00;12;53;01 – 00;13;29;15
Unknown
And then as we continue to build out the show, one of the key features that we’re super excited about is how our team is going to create a downloadable quick action guide. Or maybe it’s a checklist, maybe some episodes is going to kind of spawn or spur an idea for a tool. Immediately after we close out the recording of an episode with a guest, so that by the time like, as soon as we stop the recording, our team is going to get busy on that so that by the time the
episode is published and you’re listening to it, you’re going to be able to go to our website, go to the show notes for that
00;13;29;15 – 00;13;50;25
Unknown
particular episode, and you’re going to be able to download the tool and then be able to put it into practice inside your shop. So every single episode, not only you’re going to be able to learn the insights and wisdom, obviously from a really amazing guest. You know, the leads. Excuse me. The the world’s leading authorities had three words jumbled in my head.
00;13;50;26 – 00;14;09;12
Unknown
They’re the world’s leading authorities. But as soon as you’re listening to it, there’s going to be a tool that is available for you to be able to download. Okay. All right. So and lastly we’re going to come in for landing in part five. And again looping back to what I was starting to share with you a few minutes ago.
00;14;09;13 – 00;14;36;24
Unknown
This is where I’m going to quickly preview our next three episodes and why we structured the publishing schedule the way that we did. So that’s that’s what we’re going to tackle. Pretty big agenda. That’s what we’re going to tackle in this first episode of the In Demand Agency podcast. I sincerely appreciate you taking the time to join me, and I’m so very glad that you’re here.
00;14;36;27 – 00;15;05;04
Unknown
Okay, friends, I’m going to take a quick sip of my drink and then and then we’re going to dive into part one. Here we go. So let’s dive into part one. And again this is what we’re calling the authority demand ecosystem. And again this is where it would be handy if you can if you have something to write on and write with, because I’m going to essentially verbally walk you through how to sketch out the ecosystem.
00;15;05;05 – 00;15;22;18
Unknown
It’s not going to be in super detail yet. The future episodes are going to bring all of this into into kind of clear focus, if you will. But I’m going to give you the sketch so you can start to see it. And then this would be something that you’re going to fill out over time and make it more and more detailed.
00;15;22;19 – 00;15;39;20
Unknown
All right. So if you’ve got a sheet of paper, if you got an iPad, you know, whatever you like to take notes on, if you want to take notes on your phone and then sketch it out later, that works
too. All right. So so take your sheet of paper. I’m just going to assume that you have, like, you know, a standard eight and a half by 11 sheet of paper.
00;15;39;26 – 00;16;01;01
Unknown
So that’s how I’m going to kind of talk this through and give you that navigational path, if you will. So take your sheet of paper, turn it horizontally. And then on the left side of the paper I want you to draw a good size square. And when I say a good size square, just to kind of give you a little bit of preview, you’re going to be drawing same size square on the right side of the paper.
00;16;01;01 – 00;16;26;14
Unknown
There’s going to be a gap between but so on the left side of the paper draw a good size square. And then above that square as if you were giving the square kind of a label. If you’re like labeling the square, I want you to write the word authority, okay? I want you to write the word authority. And then in parentheses kind of to the right of the word authority.
00;16;26;17 – 00;16;55;03
Unknown
So inside parentheses next to the word authority. I want you to write the word marketing okay. So above the square on the left hand side as if you are labeling that square, I want you to write the word authority. And then in parentheses to the right of the word authority please write the word marketing. So at the top of the square you should have authority to the right of it marketing in parentheses.
00;16;55;05 – 00;17;26;23
Unknown
Then inside the square, please write some of the kind of common ingredients to the authority recipe if you will like. We know that these ingredients are part of the recipe to help an agency like yours build an authority position. Now, this is not an exhaustive list. We’re just adding some things in there for context. Okay, this is not an exhaustive list of, you know, if I just do these five things that that is going to give me or give the agency an authority position.
00;17;26;24 – 00;17;47;15
Unknown
All right. So this is not an exhaustive list. Just just a few of the ingredients okay. So inside the box I’d like you to write a few words. The first one being niche. Once you’re right niche inside the box. And then please right point of view. So we’ve got niche point of view after that. Right content channels or maybe distribution.
00;17;47;15 – 00;18;11;15
Unknown
So or just channels for sure. So niche point of view channels. And then lastly let’s just put in audience again not in a in a list. Just a few things to kind of give us some context in memory,
some muscle memory when we come back to this sketch. So and this, this is now kind of giving us sort of a clean version of the ecosystem.
00;18;11;16 – 00;18;29;11
Unknown
Right? Like if you continue to use this sketch as, like when you listen to the episode that Hannah and I do in the Eric and I share with you, you know, the sketch is going to get more and more built out, but for time I’m or excuse me, just for today, I’m giving you sort of the the bones of it just to kind of have that sketch.
00;18;29;18 – 00;18;51;08
Unknown
Okay. So now under your authority box. So you’ve got the label above the box, you’ve got the like niche and point of view and so forth inside the box. Now underneath the box I want you to write three statements. You might need to write these kind of relatively small, but I would like for you to please write three statements.
00;18;51;10 – 00;19;18;08
Unknown
Okay. And and so these statements would be like essentially from the perspective of your prospect. Like it’ll be really awesome if your prospects said this about or said these things about your agency. And my guess is some of your prospects absolutely do already. And so those three statements are first is, wow, these people are smart. So please write that literally underneath the box.
00;19;18;08 – 00;19;41;00
Unknown
Wow. These people are smart. The next one that goes underneath that the second statement is wow, these people are helpful. All right. So the first one is wow, these people are smart. The second one is wow, these people are helpful. And then the third and final statement is wow, these people are awesome right. So you’ve got three statements there.
00;19;41;00 – 00;20;02;25
Unknown
These people are smart. These people are helpful. These people are awesome. Okay. So again these are these are three really powerful statements. These are things that if you heard your prospects saying that about you it’d be like that is so fantastic. We we absolutely want that for you, for your prospects to think and feel that way about you.
00;20;02;26 – 00;20;33;08
Unknown
Okay, so but here’s the interesting thing about those statements. When your prospects say, or when they write things like this about your agency, yes, the words are a wonderful affirmation of
how helpful you’ve been in the value that you’ve demonstrated and gave for that. But you may have also noticed that none of these statements read well. Holy bananas, we want to hire you.
00;20;33;11 – 00;20;56;27
Unknown
Well, holy bananas, please take this big bag of money. None of that. That’s going to come in a bit as we continue to build out the rest of the ecosystem. But for now, it’s just those three statements under the left side box. These people are smart. These people are helpful. These people are awesome. Okay. All right. So now let’s shift to the right side of the paper.
00;20;56;29 – 00;21;17;20
Unknown
And we’re going to repeat the process. So draw another square on the right side of your paper that is essentially the same size as the box on the left side of the paper. So to kind of balanced or proportional I guess would be the right word. So you have a box on the left for authority in a box on the right.
00;21;17;20 – 00;21;36;18
Unknown
And then there’s going to be a gap in the middle of the paper. All right. So for the box that’s on the right side, we’re going to also label that one in a similar way to the box on the left side. Except this time instead of authority please write demand. So you’re going to label this box above the box.
00;21;36;18 – 00;22;09;14
Unknown
Please write the word demand and then in parentheses. So before you put marketing in parentheses now next to demand please write in parentheses the word sales okay. Then inside the box. So again this label is going to be demand. And then a parentheses next to demand the word sales. All right. So then inside the box let’s add a few ingredients that we know are part of the demand recipe if you will.
00;22;09;16 – 00;22;30;15
Unknown
Let’s add a few of the ingredients again here. This is a thin slice. This is not an exhaustive list. Just a couple of things to sort of spark our memory and get the juices flowing. So let’s add a few of those pieces in. A few of those pieces are going to be write the words sales outreach. Right. So sales outreach.
00;22;30;17 – 00;22;58;19
Unknown
Next let’s write in Value Ladder if you could please. So sales outreach value ladder next is hero offer. So hero offer so sales outreach value ladder he will offer. Let’s do a couple of or let’s
please add a couple of more. Next one would be strategic pricing. And then lastly sales process. So we’ve got sales outreach. We’ve got Value ladder.
00;22;58;19 – 00;23;20;01
Unknown
We have hero offer. We have strategic pricing and we’ve got sales process. Again not in a list is a thin slice of all of the ingredients for demand. But I just want something in there for now so that we can start to build this out over time. And as we refine our view of the authority demand ecosystem. Okay.
00;23;20;02 – 00;23;44;19
Unknown
So now just like on the left hand side where you wrote three statements on the right hand side under demand, and again, you may have to write pretty small. This time we’re going to write five statements if you would please. Okay. So please write these five statements. All right. Here we go. First one is wow. These people really understand my challenges.
00;23;44;22 – 00;24;17;27
Unknown
All right. So the first statement is these people really understand my challenges okay. The second one is why these people can help me. So the second statement is these people can help me. The third one is wow, these people can solve my problems. All right. These people can solve my problem. The fourth one is, wow, this is a good investment.
00;24;18;00 – 00;24;56;29
Unknown
This is a good investment. And then lastly, wow. I cannot lose them. All right. Those five statements. So top to bottom these people understand my challenges. Two these people can help me. Three these people can solve my problems. Number four. This is a good investment in five I cannot lose them. All right. So we now have a box on the left, a box on the right.
00;24;56;29 – 00;25;27;29
Unknown
And when you get the demand side of the ecosystem dialed in, these five statements, the five statements that you just wrote down on the right side of the ecosystem, these are the types of things you will hear from your prospects. It is lovely to get the affirmations on the on the left side of the ecosystem, because that tells you that shows you how helpful you’re being, and then on the right side of the ecosystem.
00;25;27;29 – 00;25;53;15
Unknown
That’s what helps the prospective client take action now. So when you hear these statements consistently from prospects as they move through your sales process, or when they proactively
knock on your door, or they respond to one of your emails, one of your invitations, that is a leading indicator that your agency is starting to be seen as an in-demand agency.
00;25;53;19 – 00;26;22;04
Unknown
Okay, so now we’ve got the authority box on the left. Quick review here. We’ve got the authority box on the left. We’ve got your demand box on the right. Awesome. Now if I said the word now now like 4000 times in this conversation so far. Now please draw a straight line through the middle of your paper to essentially intersect or connect, not intersect to connect the authority box to your demand box.
00;26;22;05 – 00;26;57;13
Unknown
Right? So you’re going to have a straight line from box to box to connect the two boxes. So you should now have your authority box on the left, your demand box on the right with a line that connects the two of them through the center of your paper. Okay, then I threw in a different word there and then instead of now, then above that line, so above the line that you just drew in the center of your paper, please write the words two words trust bridge, trust bridge.
00;26;57;16 – 00;27;24;21
Unknown
And then below the truss bridge line. So below that line I’d like you to to write out some of the ingredients that we know build trust. Again, not an exhaustive list. We’re just going to put a few in there okay. So underneath the line below the line below your truss bridge line I’d like you to write the words transitional moments okay.
00;27;24;23 – 00;27;56;28
Unknown
Right. The words transitional moments after transitional moments underneath it I should say under transitional moments. Please write the two words, the brief, the brief. All right. So transitional moments, then the brief underneath the brief. I’d like you to write two words. Conversation sparks. So we’ve got transitional moments. We’ve got the brief and then conversation sparks. And then underneath conversation sparks.
00;27;57;00 – 00;28;32;09
Unknown
Please write outcomes focused case studies. Write outcomes focused case studies underneath case studies. Please write client results. All right. So transitional moments. The brief conversation sparks outcomes. Focused case studies client results. And then lastly this is kind of a catch all if you will. Right. Please write the words trust indicators okay. So we’ve got a transition moments. We’ve got the brief.
00;28;32;09 – 00;29;00;05
Unknown
We’ve got conversation sparks. We’ve got outcomes focused case studies client results. And then the catch all there of trust indicators. All right. So let’s let’s zoom out here for a minute before we go back to to I level. So what you now have is the sketch albeit there’s lots of holes in missing pieces, but you now have a high level view of what we call the authority demand ecosystem.
00;29;00;05 – 00;29;26;16
Unknown
And over the last 18 to 24 months, we’ve seen how it’s no longer enough to be just. And when I say the word just, it kind of makes me cringe a little bit. But candidly, it’s just no longer enough to be just in authority in a particular niche. If you’re creating content so that every time someone from your audience turns around with an important question, there you are with a helpful answer that is awesome.
00;29;26;16 – 00;29;51;27
Unknown
But I’m telling you, and you may not like me saying this to you, but you’ve done the bare minimum. This is becoming the ante now in building your authority position, building an authority position, teaching, sharing generously across multiple channels. So you’re findable in earned that attention. It is the ante in today’s business development game. It is the ante.
00;29;51;27 – 00;30;14;18
Unknown
It is expected. And when we get into the Edelman LinkedIn research, when 86% of buyers are remaining hidden and they’re looking, have you put the ante on the table? If you haven’t, you don’t even get the at bat. It doesn’t matter how proactive your outreach is, they’re going to check you out before they even say yes to your invitation.
00;30;14;20 – 00;30;39;27
Unknown
You must. It is just not a negotiable. It is the ante to play the game. So I recently received a text from an agency owner in our community, and the agency owner said to me, hey there. I wanted to or didn’t say to me, texted me, hey there. I wanted to tell you that I listened to your podcast teaser, meaning the teaser, the trailer for the In-demand Agency podcast.
00;30;39;28 – 00;31;09;14
Unknown
I wanted to tell you that I listened to your podcast teaser this week, and I’m really excited about it. It’s exactly where we are sitting right now. Authority without demand, and I can’t wait to learn from you. So, friends, during each episode we will explore all of the ways for you to yes, continually strengthen your authority position. You cannot get to demand without having authority, which is why I wanted you to sketch this out visually.
00;31;09;16 – 00;31;39;08
Unknown
And then how to build with intention your trust bridge, so your prospects can easily find their way to the demand side of your ecosystem. We want to help you in such a way that you can help your prospects feel confident enough in what they know about you and your agency, to accept your invitation and to take your hand and then walk across your truss bridge to the right
side of the sheet of paper, where they are delighted in.
00;31;39;08 – 00;32;08;25
Unknown
Excited to become a new client of your agency. When that happens for you on a consistent basis, not once, but when that happens for you on a consistent basis. And then it happens so consistently that you are no longer worried about the predictability of your sales pipeline, because you can see the steady stream of right foot prospects flowing in, and you’re hearing things like, wow, these people understand my challenges.
00;32;08;25 – 00;32;38;20
Unknown
These people can help me. These people can solve my problems. This is a good investment. I can’t lose them. Then, friends, you’ve become an in-demand agency and that is our hope for you. And we will do everything we can during our episodes, or all the tools that we create off of those episodes are new YouTube channel, our mini intensives, and any other ways that we share our insights.
00;32;38;24 – 00;33;00;22
Unknown
Our goal is to shorten the path for you to becoming in demand. So I hope that that was helpful as far as part one. So I want you to keep your ecosystem sketch nearby. And as you listen to upcoming episodes, you know, my guess is you’re going to be adding a bunch of notes and context to it. Okay.
00;33;00;24 – 00;33;38;09
Unknown
All right. I’m going to take a quick sip of my drink, and then we’re going to move to part two, which is the story from the field. Okay. Here we go. So in thinking about this story, I decided to share to share it because in my opinion, it illustrates something important about, I’m going to call it demand activation in a particular the truss bridge and demand sitting on the right side of the ecosystem.
00;33;38;11 – 00;33;58;20
Unknown
All right. So let’s peel back the curtain a little bit. So my predictive team and I we’ve been working alongside an agency owner who has built an authority position in the niche that they serve. They have a depth of authority. And they are absolutely brilliant at what they do like from a services perspective and how they deliver value for clients.
00;33;58;22 – 00;34;23;22
Unknown
The agency is highly respected in the niche, and part of that respected authority was earned as a result of the the agency, the team presenting consistent webinars for their audience in the niche. So I want you to think like clients, prospects and other stakeholders. That is the audience inside the niche in the agency was already doing the hard work, the heavy lifting of authority building.
00;34;23;22 – 00;34;56;23
Unknown
None of that was in question. Not at all. But as we dug into strategy sessions, our team peeled back the layers, of course. And then we discovered that those sessions, those webinars, were not connected strategically to how the agency wanted to help a prospect. Excellent content, no
doubt, but not connected strategically to how the agency wanted and could help a prospect walk across the truss bridge and become a new client for the agency.
00;34;56;23 – 00;35;35;16
Unknown
The content, although great and although helpful, did not include an intentional arc. There was no follow up system. There wasn’t a mechanism to help an attendee move from thinking, well, that was interesting. That was helpful to I need to have a conversation with this agency because they are the experts that I have been looking for. So here’s the lesson that I promised, you know, in the introduction when I was giving you the the overview here, the lesson is the webinars, although helpful content, were being created as a standalone content experience.
00;35;35;19 – 00;36;01;20
Unknown
They were building the agency’s authority position, no doubt, but they were not connected at all to the demand side of the ecosystem. Okay, so let me give that back to you again. So the lesson is, is that the webinars and you can swap out webinars. Maybe you don’t do webinars. Maybe you teach other types of live events, or maybe you host live events, or maybe it’s other forms of content.
00;36;01;21 – 00;36;24;20
Unknown
Maybe it’s a YouTube channel. Maybe you’re working on a book. So although the the content was helpful, they were they were being created as a standalone content experience. So yes, they were building the agency’s authority, excuse me, the agency’s authority, but they weren’t connected to the demand side of the ecosystem. All right. So let’s keep peeling that back.
00;36;24;20 – 00;36;47;29
Unknown
So in our strategy sessions with the agency, we asked, okay, what if we made sure what if we took, you know, what you’re already doing. And purpose purposefully linked it directly to the business blueprint that we just finished building. All right. So there’s a term that I’m just throwing in there. So let me give you a little bit of context.
00;36;48;01 – 00;37;14;01
Unknown
The business blueprint is the result outcome of several different strategic frameworks like better understanding the pain points, the business issues, the challenges and how those challenges are solved. Then connecting that into like, these are the types of things that we would teach, because what we teach and what we do are the same thing. And so the business blueprint is sort of the embodiment or embodying of that.
00;37;14;01 – 00;37;37;09
Unknown
And so when what you teach is tied into the business blueprint, meaning what you teach is also what the agency does, then it is linked. So every single piece of content ties directly into how you help. Then it’s much easier for your audience. Go, oh, okay, totally get it. They just taught me this and they also do that.
00;37;37;09 – 00;37;53;19
Unknown
So at some point, if I want an expert to help me do that, and maybe that’s right now is there listening to you teach, then they’re going to raise their hand and say, hey, can you help me do that? All right. So that’s a very simplistic examples. It’s oftentimes not that simple but just at a high level simplistic example.
00;37;53;22 – 00;38;21;21
Unknown
So we dove into design this nine week webinar series. Why nine. Because our nine different tactics excuse me. There are three strategic pillars three tactics against each one of those pillars, three different ways that we implement those things or that the agency implements those things. So that’s why there’s nine. So the nine week webinar series built entirely around the specific challenges in pain points of their right fit prospects.
00;38;21;22 – 00;38;42;00
Unknown
Right. So not a single random topic and not what. So the, the the agency our client is never thinking what should we talk about this week. It’s already been defined. And they can they can fill in those gaps for the audience, which is then going to help walk across the truss bridge to the demand side of the ecosystem.
00;38;42;00 – 00;39;06;04
Unknown
So every session was architected to help the audience move closer to realizing that they have a problem we’re solving. And our client is the expert who can solve it without our client standing there in front of the microphone, into the camera, pounding on their chest and sounding like a self-aggrandizing knee monster. Right. It’s not them. It’s about the audience.
00;39;06;04 – 00;39;35;17
Unknown
And then it’s about you teaching something super, super helpful and full transparency. But the teaching connects directly into your doing. Teach and do, teach and do. And then we layered in the demand activation piece. And here’s what I mean by that. After each session. Now our world class setter. And if you’ve been, you know, in our community for a while now, you know that her name is Roxy and Roxy is a living, breathing person.
00;39;35;17 – 00;39;59;26
Unknown
She’s not she’s not an AI, you know, very an AI setter. Roxy is a world class setter who works alongside many of our clients and in a few, and I have had email exchanges before. You may have seen Roxy copied to some of those. So she is our world class setter, and she is now connecting with each of the attendees and the non attendees to.
00;39;59;28 – 00;40;26;17
Unknown
After you know any of these sessions with other a client is hosting with the goal of not pouncing on them from a sales conversation per se is the goal of scheduling a conversation where the agency owner or client is going to then help prospects take their learning deeper by working through a proprietary diagnostic, so that diagnostic is modeled after the predictive ROI focus finder.
00;40;26;19 – 00;40;49;06
Unknown
Maybe you’ve downloaded it, maybe you’ve reviewed it. There’s going to be a link to it in today’s show notes, so you can download it for free. And then but specifically so our client took that focus finder alongside our strategists, repurposed it then for their agency because, you know, they’re they’re serving their niche. And ours is written to serve the niche of agency owners.
00;40;49;06 – 00;41;09;29
Unknown
So but the model is the same contextually it’s different, but the model is the same. And candidly, friends this agency. Again, they didn’t need to to build new content or to reinvent their authority position what they they, they did not need, you know, a bunch of new channels or a bunch of new content. They were already doing a lot of things with excellence.
00;41;09;29 – 00;41;44;13
Unknown
What they needed was a way to take what they were already doing, make it strategic, and then use the content. So it acted as a transitional moment, which is why I asked you to write that underneath your truss bridge, to use it as a transitional moment along their trust bridge. I promise you, the biz dev win often doesn’t come from doing more, but by taking what you’re already doing and asking yourself a very simple question how can I take this piece of content, this event, this whatever?
00;41;44;13 – 00;42;22;23
Unknown
And how do I add it into the truss bridge so that my prospects will accept my invitation? They will take my hand and they will walk with me to the other side of the ecosystem. Okay, so that’s the lesson piece. Now. Now let’s think a little bit more about application. So as you think about the possibilities of putting this lesson into practice and applying it, let’s say you’re hosting a webinar or other type of live event or some something else that we would consider to be a transitional moment in a transitional moment is a term that Erik coined here at predictive many years ago.
00;42;22;26 – 00;42;51;20
Unknown
And essentially transitional moment is it is an instance where there’s a change in relationship. Right. Trust goes a little bit deeper. So maybe you’re doing some other thing that we would consider to be a transitional moment with your audience of clients and prospects. Then before putting this lesson into action, I would also encourage you like highly encourage you to put a system or process into place, and maybe you already have it.
00;42;51;21 – 00;43;11;00
Unknown
And if you do, yay for that. So I would encourage you to put a system or process into place that you can track some specific data points related to your prospects in your ecosystem, so you can see who might need to be nurtured even more. All right. So I’m going to give you a few of those data points.
00;43;11;02 – 00;43;32;06
Unknown
Okay. So here they are. For example, I, we would recommend that you keep a running list of registrations. When you hear that, you might be like, yeah, of course. Why wouldn’t we do that? But I promise you that that is not common to keep a running list of registrations. Next is I would encourage you to track your attendance percentage.
00;43;32;06 – 00;44;15;20
Unknown
So you’ve got a list of registrations. But how many people actually showed up live for the content is track your replay requests. Like who raised their hand and said, oh, I couldn’t make it live. But you know, could I get that replay? And then if you can track your replay views. So if you’re, if you’ve got your replay, you know, available on a particular platform that it’s going to
give you, you know, view counts and so forth, or maybe it’s behind some other sort of CMS or LMS or whatever next is to track your meetings booked where you’re walking a prospect through your version of the focus finder.
00;44;15;20 – 00;44;36;05
Unknown
So if you had 100 people register and you had 80 people attend, how many of those 100, you know, then raise their hand and said, hey, yeah, I’d like to share some time to to walk through the diagnostic. And then lastly, of course, tracking any new client wins. And I would suggest not just, hey, we want business from XYZ.
00;44;36;05 – 00;44;55;11
Unknown
But I was suggesting that as, hey, we want business from X, y, Z and then assigning a dollar value to it. So I hope that you found that lesson in application, that story from the field helpful if you have any questions or concerns, if you have any feedback on how I can improve stories from the field, please let me know.
00;44;55;12 – 00;45;14;07
Unknown
Drop me a line at Steven at Predictive ROI, because obviously this is the first time that I’m sharing a story from the field like that and structuring it with lesson and then application. So if you think I can do better next time, or if you like to see me tweak that in a certain way, then please drop me an email.
00;45;14;07 – 00;45;33;12
Unknown
So okay friends, here’s what we’re going to do. We’re going to take a brief pause here. So we’re going to take a quick break. And then we will pick back up again with part three the three research insights that I promised earlier okay. So we’re going to take a quick break and I’ll be back in just just a minute.
00;45;33;14 – 00;46;03;10
Unknown
Welcome back friends. Now we’re going to dive into part three, which are the research insights that I selected for this solo cast. Okay. So in the in the introduction, as I was giving you the overview, I think I said HBR, Edelman, LinkedIn and then agency core as number three. And then I corrected myself. So now we’re we’re going to go through agency core first just one insight.
00;46;03;10 – 00;46;25;06
Unknown
And we’re not going through the entire study. I just want to share one insight with you. And then insight number two is going to come from Edelman LinkedIn, the collaborative study that
Edelman and LinkedIn did. And then the third is I’m going to I share sort of a high level of you, sort of my take on an article that I studied from the Harvard Business Review.
00;46;25;08 – 00;46;55;04
Unknown
So those are going to be the three agency core Edelman, LinkedIn, Edelman, LinkedIn, and then HBR. Okay. So again, these are just quick insights. We’re not going through the studies in depth. And I’ve probably said it ad nauseum. But we will continue to reinforce the the research backed for each of our episodes. So if you go to the show notes for today’s episode of the links are going to for each of the sources, they will be there.
00;46;55;05 – 00;47;36;19
Unknown
Okay. So insight number one, there’s been a 48% increase in what agencies consider this challenge of differentiation between 2025 and 2026. So let me see that in a different way in 2025, the participants in the Agency Corps study, 33% of them ranked differentiation as like one of the big challenges, 33% in the 2026 version of the study of the agency core study, that 33% increased to 49%.
00;47;36;21 – 00;48;03;08
Unknown
So there were a few other challenges, of course, and like pipeline being one of them, fees being one of them, you know, AI impact and in relevance and so forth. And all of those are important. Interestingly, pipeline remained flat as far as like a challenge being seen by agency, by agencies. Excuse me. In 25, 20, 25, it was seen as 67% of the agency’s concerned 20.
00;48;03;09 – 00;48;31;21
Unknown
In 2026, it was also at 67%, but differentiation went from 33% to 49%. And so that increase, that percentage increase from 33% to 49% is a 48% increase in the importance of the challenge of differentiation. So when we looked at that, we thought, okay, holy bananas, when we think of yes is an important to be seen as an authority.
00;48;31;22 – 00;48;55;13
Unknown
Yes, of course it is. And then also part of that authority position, part of the way that we can create differentiation for the agency is by showing that there is a clear path from the teaching to the doing side from the authority side, walking across the truss bridge to then the right side. It’s the demand side of the ecosystem, right?
00;48;55;14 – 00;49;28;02
Unknown
So yes, you absolutely want your audience to be saying, wow, these these people are really great teachers. And then also they need to be able to see and understand how, just like in the
story from the field that they’re teaching. But they can also do when you teach and do, we would argue that you increase your differentiation, that you step out of the sea of sameness because you’re showing your audience a full set of capabilities, not just teaching, but then also doing in the teaching.
00;49;28;02 – 00;50;01;16
Unknown
And the doing must be intact. So it’s easy to see teaching equals doing. And you do what you teach. Right. So there have been instances that I could just give you a whole bunch of stories between how the teaching and the doing just didn’t match, and then that loses. That puts you back into the sea of sameness. So if you really want to emphasize differentiation for your
agency, which we would highly recommend that you do is by being able to master the authority demand ecosystem.
00;50;01;18 – 00;50;39;16
Unknown
So that’s the first insight. There’s a 48% increase in the challenge of differentiation in 2026 versus 2025 okay. That’s insight number one okay. Insight number two in this comes from Edelman LinkedIn in their collaborative studies. So instinct number two is this 86% 86% of hidden decision makers want your fresh perspectives and treat a challenge their ideas okay. So
let me take that a little bit deeper.
00;50;39;16 – 00;51;13;09
Unknown
And I’m going to quote a couple of things out of the study. So here’s here’s a quote. Far from being box checkers, hidden buyers value thinking that informs or even challenges their perspectives, what they want from you. They want fresh perspectives and ideas that challenge assumptions, not just validate their thinking on a topic. Let’s tie that back into insight number one with what agency core not with, but from agency core.
00;51;13;11 – 00;51;37;00
Unknown
Right. That if differentiation if being seen in the CSC ness is plaguing more and more agencies and they see that more of a problem than they did just a year ago. Then less lean into this data from Edelman in LinkedIn. 86% of hidden decision makers want your fresh perspectives and for you to challenge their ideas. So that goes into your thoughts piece.
00;51;37;01 – 00;52;00;08
Unknown
Yes. And how you teach. And then by showing them that there’s a truss bridge that walks over to the right side, the demand side, and those two things need to be in sync. For example, the brief that I had asked you to, you know, right under your truss bridge, those two words, the brief, the brief. Now we’re not covering it here.
00;52;00;11 – 00;52;23;24
Unknown
Coincidentally, we actually did just publish a new episode on our YouTube channel about the brief. So we would encourage you to have a brief that when you schedule a meeting, you send and share the brief in advance of that meeting. So it sets context. It challenges assumptions, that gives them fresh perspectives. And that brief is also tied to your business blueprint.
00;52;23;26 – 00;52;56;07
Unknown
Okay. So teaching and doing challenge perspectives do not show up as vanilla because 86% of your hidden decision makers want fresh perspectives. And for you to challenge their ideas. That or not, that is not vanilla capabilities. Okay, Mari, insight number three focus on being seen as a thought doer, not a thought leader. Now that’s weird because we just wrote on the left side of the
page.
00;52;56;07 – 00;53;16;12
Unknown
I had asked you to write that or create that box sketch out of that box of authority position. And here I’m saying, oh, but actually position yourself as a thought doer, not a thought leader. So I’m going to share sort of a summary, if you will, from this article from the Harvard Business Review. And John Winsor is the author of the article.
00;53;16;12 – 00;53;41;09
Unknown
I think you did a brilliant job. So here’s here’s my sort of take on it. So this article again was written by John John Winsor, and the title that John chose for this article is has AI ended ended thought leadership has AI ended thought leadership. We’re going to link it in the show notes. You can Google. It also has AI and total leadership.
00;53;41;09 – 00;54;03;24
Unknown
You’ll be able to find it from John. So the title alone, you know, asks the question that many agency owners and their teams are wondering today. Like, has AI ended thought leadership? And his conclusion was, yeah, it has. And and then in my opinion, what’s replacing it is exactly where your agency needs to plant your flag of authority.
00;54;03;24 – 00;54;29;28
Unknown
So here’s here’s what I mean by that. So Winsor, he argues that generative AI has created a, quote, faux expert crisis or a faux expert crisis, end quote. It’s never been easier. And I totally agree. It’s never been easier for someone with zero operating experience to use AI to produce passable, polished content. The output reads well. It targeted or targets the right keywords.
00;54;29;28 – 00;55;06;02
Unknown
Excuse me, but candidly, friends, the content is oftentimes empty for the audience because because it wasn’t forged to actual experience. Experience in the trenches. Experience working alongside your clients and when everyone can perform like authority for authorities sake. Unfortunately, authority itself starts losing meaning. And as you know, and as the Agency Corps study indicates, you know, agencies are drowning in that, see a sameness.
00;55;06;02 – 00;55;37;27
Unknown
They’re looking for a way to differentiate themselves. And I promise you, this drowning is actually a massive this is a massive opportunity for you, for you in the left side of your authority demand ecosystem that we work through just a few minutes ago. So yes, of course AI can generate frameworks, it can generate platitudes. But what AI cannot generate is the scar tissue that you and your agencies or agency have earned, right?
00;55;37;28 – 00;56;08;16
Unknown
Perhaps, perhaps over decades of working alongside clients in your niche. AI can’t tell the stories, can’t tell the story of a pilot program that that may have cratered in week three, or the partnership that look brilliant on paper but then collapsed once you got it out in the market. So Winsor calls this, calls this antidote, if you will, or calls the antidote to this as thought doer ship.
00;56;08;19 – 00;56;36;26
Unknown
And I think that’s a pretty cool way to state it. So at predictive, you know, we call that teaching and selling. And simultaneously it’s about sharing the granular details of successes in your failures. It’s about pulling back the curtain and showing your right fit prospects exactly how you navigate the messiness of real world execution. Faux experts they’re comfortable at 30,000ft.
00;56;37;00 – 00;57;05;01
Unknown
True authorities like you, the ones who win the opportunity to work alongside the best clients. They are the agencies that are comfortable at ground level. They’re comfortable at doing the messy work. If your content sounds like everyone else’s, you’re just adding to the noise. You’re adding to the problem that agency core pulled out, right? You’re not stepping out of the sea of sameness.
00;57;05;02 – 00;57;58;02
Unknown
You’re splashing around in the undifferentiated. But if you share your scar tissue, if you share your specific point of view in the hard won lessons from your own lab, then you friends become magnetic. You will cut right through the AI generated mediocrity because you don’t sound like a polished thought leader. Instead, you’re showing your clients and prospects that you or a thought doer, and that not only builds a true authority position for that, but then you’re also
helping your audience navigate and see the bridge that you’ve built for them, that you built the bridge intentionally, and then you’re earning the invitation.
00;57;58;02 – 00;58;21;11
Unknown
You’re earning the right for them to take you by the hand and for you to walk in step with one another to the other side. Okay. So those are the three insights that I wanted to share with you. So if you go to predictive ROI conference, you’re going to be able to see the link to all three of those resources in today’s show notes.
00;58;21;13 – 00;58;44;17
Unknown
All right. So we’re going to we’re going to start our descent in coming in for a landing here with part four. And that is the key takeaways. And then I’m going to come back. And then we’re going to actually touch down for landing with part five where I give you the preview or share the preview with you for the next, I think, three episodes.
00;58;44;19 – 00;59;03;05
Unknown
All right. So as I kind of gave you a disclaimer at the at the top of the top of the show, top of the episode, that my list of five takeaways includes my bias around what I think is important. And if you’ve been taking notes along the way, you may have a completely different list. And for that.
00;59;03;07 – 00;59;24;09
Unknown
So in. Actually, this might sound a little bit weird, but I. But I hope that you do have a completely different list of takeaways in mind, because then you will have a longer list and you will have gotten more out of today’s solo cast. Perhaps. So. So here’s my top five. One is the left side of the authority demand ecosystem authority.
00;59;24;11 – 00;59;49;28
Unknown
And then and then marketing. This is going to be something that that Hannah and I, Hannah Roth, and I really dive into because I kind of gave you the placeholder. I asked you to write authority and then put marketing in parentheses, and then I didn’t give you any additional context around that. And so save that for our next episode, because we’re going to fill that in and give you more context around why I asked you to put marketing in the parentheses.
00;59;49;29 – 01;00;10;29
Unknown
Okay. And that same goes for number two as far as the takeaway was the right side then of the authority demand ecosystem demand. And then also I asked you to put sales in parentheses but didn’t give you any additional context around that. But Hannah and I will fill that in in the next one. And then three. There is indeed a truss bridge.
01;00;10;29 – 01;00;31;20
Unknown
We can act like it doesn’t exist. We can say, hey, I’ve built this authority position. Why aren’t prospects? You know what I need to know? Hire us right away. Now, we painted the fact that there’s the demand sort of island, if you will, over on the other side. And there’s this gap in between. We call that the truss bridge.
01;00;31;21 – 01;01;03;09
Unknown
And until you get it right, you will continue to unintentionally, unintentionally strand your audience on the left side of the ecosystem. Right. How many times is your agency heard this from a client or a prospect? Oh, I didn’t know that you did that. And then they hired somebody else to do it, right? When you get the left side and the right side in the truss bridge, like we’re talking about right now, you will not strand your audience on the left side or the authority side of the ecosystem.
01;01;03;09 – 01;01;29;23
Unknown
They will see the bridge. They will accept your invitation to walk across the bridge. You will have built every brick of that bridge with intentionality, and walking to the right side of the ecosystem will be easy. Easy. Okay, I shouldn’t say easy. There’s a lot of hard work now. You probably just rolled your eyes at me. Okay, number four, want you to think of your transitional moments as strategic pieces of content.
01;01;29;23 – 01;01;57;26
Unknown
So I’m going back to the lesson from the field or the story from the field, from the field work that nine set webinar series that is a series of transitional moments. We want you to look at your transitional moments, not just as content. That’s authority. Yay for that. But when you look at them strategically, like strategic pieces of content, not passive, then they start acting like a key piece of your bridge, a key part in your bridge.
01;01;57;27 – 01;02;34;12
Unknown
Okay. All right. And then number five, when you have all three of the major pieces of the ecosystem built, left side authority right side demand truss bridge that connects the two in between, you will earn the right to make a proactive invitation to your prospects. They will accept by taking you by the hand and letting you guide them across the bridge, and they will enthusiastically become your agency’s next new client when you do that with excellence.
01;02;34;13 – 01;02;54;24
Unknown
All right, so again, if you have a different set of takeaways, I would love to read your list. If you’d be so kind to share your list with me, please drop me a line at Steven Predictive. And again, that comes directly to me. I’d love to. To learn more about what you took out of today’s episode, please do share.
01;02;54;26 – 01;03;18;06
Unknown
Okay, friends, let’s move into part five of today’s solo cast. So the wheels are coming down on the strip airstrip right now, so I thought it might be helpful for me to share a preview of our next several episodes that we’re currently working on. So next week I will be joined by Hannah Roth. You may already know Hannah, maybe?
01;03;18;06 – 01;03;40;12
Unknown
No, Hannah. Very well. She’s our chief strategy officer, and she’s also one of my business partners here at predictive ROI. Hannah is also one of the primary architects of the Authority Demand ecosystem, so I wanted her to join me for the next episode. So we pick up so we could pick up. Excuse me. Where you and I left off today.
01;03;40;13 – 01;04;06;15
Unknown
Right. So we sketched it out today, sort of like, here’s the framework today. But I wanted Hannah to add her expertise and experience to this mix so that you could add even more depth to the ecosystem so you could continue to build yours out. Right. So I’m thrilled for you to have an opportunity to learn directly from Hannah in her lens, from all of the fieldwork that she is leading.
01;04;06;17 – 01;04;33;03
Unknown
All right. So then following Hannah, the next episode after Hannah’s episode is going to be with Eric Jensen, who is our president and CEO here at predictive, and also one of my business partners. So Eric, Hannah and I are the three owners of predictive. And Eric, alongside Hannah, leads our team of 26 experts and helps our clients move from guesswork to growth so they can reach their biz dev goals faster.
01;04;33;03 – 01;04;56;28
Unknown
And Eric, in collaboration with Hannah, architected the authority demand ecosystem and in particular, he built some foundational work that became the Trust Bridge. And I’m excited for you to learn directly from Eric. So Eric and I, we’re going to zero in our conversation on the Trust Bridge, specifically in Wholly Bananas. That’s going to be that’s going to be a lot of fun.
01;04;56;28 – 01;05;26;29
Unknown
So then after After the Thunder that Hannah and Eric will bring to the show, buckle up, because I will be stepping in with Susan Beyer, a founder of audience audit and Agency Core. So as you heard in the introduction to the show, the In Demand Agency podcast was sparked by research from the Harvard Business Review, from Edelman, from Gallup, from agency core, all showing
that trust has moved upstream.
01;05;26;29 – 01;05;51;17
Unknown
So it seemed only fitting that Susan would join us on the show so we could work our way through all of those insights. And there are a ton from this year’s agency core study. I mean, I plucked one one out of a bazillion to share with you. During this solo cast. And then we’re also going to be providing a link to where you can download a summary of the full study.
01;05;51;17 – 01;06;14;28
Unknown
So and then after the episodes with Hannah and Eric and Susan, I will come back with another solo cast so you and I can spend some time one on one together, unpacking some of the really big lessons in applications from from those episodes with Hannah, Eric and Susan. And then in the will give you more of a preview of of what we see taking place next.
01;06;14;28 – 01;06;49;19
Unknown
So, you know, buckle up friends, we’re we’re going to help you solve this problem of having authority but no demand. And in the process, your agency will be able to be confidently or confidently step into becoming an in-demand agency. Rock solid. Awesome. So it’s time to bring our time together to an end. We’re coming in for a landing, and I just want to say this in closing, we all have the same 86,400 seconds in a day.
01;06;49;21 – 01;07;12;25
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And please know how grateful I am that you chose to spend some of your time with me today. And if you found today’s episode helpful, I have a small favor to ask. Please subscribe now to the to the show, to the podcast, wherever you happen to listen to podcasts so you don’t miss our future episodes going forward. And we would love to have you with us for each and every one.
01;07;12;25 – 01;07;38;20
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And if you have any questions, concerns, or an idea for an episode, please drop me a line at Steven Step predictive ROI. And like I said before, that is my actual inbox and it will come straight to me. So until next week when you and I will be joined by one of my business partners, Hannah Roth. Onward with gusto, my friends.