June 21, 2022 • 38 mins
Ever wondered why some businesses flourish while others flounder? The secret is simple yet profound: dollars follow value. In our latest Universal Principles series, we unravel this truth and how a value-centric approach can spell success for entrepreneurs. I'll take you through a transformative moment from my past that turned my focus from chasing money to creating value, and discuss Russell Brunson's ingenious value bundle strategy, which has revolutionized product marketing by amplifying appeal and worth.
Venture further into our exploration as we dissect the power of a unique value proposition in today's experience economy. You'll hear firsthand about my Airbnb operation's evolution, where personal touches and Brizani Concierge service redefine what it means to be hospitable. Plus, we'll dive into the creative uses of the Brasani platform to offer guests high-definition content and personalized experiences that resonate long after their stay. By the end of this episode, you'll be brimming with insights on crafting a value-driven business that not only attracts dollars but also nurtures lasting customer relationships.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to the show, guys.
It's Aston Incorporated.
I'm your host, wayne Aston.
This is my co-host, dalin Aston.
All right, so we are introducingfor this episode, part of a
series.
There are several what I calluniversal principles.
So we want to introduce to you,the listeners, our universal
(00:21):
principles series.
We inadvertently covered one ofthese Already, I think in
episode maybe five Expansion isan obligation.
So just to kind of frame thisup, guys, that a universal
principle could be compared togravity Okay, it's, it's
(00:42):
something you don't negotiatewith, it's a, it's a fixed
Universal principle that's goingto happen no matter what.
And so there are certain, thereare certain universal
principles that we like to coverhere that are just non
negotiable.
So Today, today's official kindof introducing our universal
principle series, we've coveredexpansions obligation.
(01:04):
Today we're going to becovering dollars.
Follow value.
That's principle number two.
We're going to be discussingthe value proposition.
How do we create a valueproposition?
Yeah, so Very excited aboutthis, guys.
The, the universal principlesconcept is something that Didn't
(01:28):
really start to get clear forme Maybe until you know, when we
were talking about the whyepisode and you took me through
the seven layers of why, yeah,and I was like getting really
clear about.
You know, in in that time frameof like 2005, 6, 7, when I was
starting to kind of wake up tothe fact that, you know, being
(01:48):
driven by money was not the wayto be Doing business, but, you
know, kind of shifting over,that's when some of these
principles really started tokind of, you know, crystallize
for me.
And this dollars follow valueand I think is one of my most,
is one of my as closest to myheart, because we talked about
the spectrum of people the moneyfocus people, the, the
(02:11):
relationships focus people andthe folks on the relationship
side of the spectrum Really getthis to a core level.
Okay, yeah, and and so.
So, when, when someoneunderstands this principle, what
we're saying, guys, is we'resaying that I Don't really need
(02:31):
to wake up and, and, you know,think about my business plan,
with money being my goal.
I Honestly, authentically youguys listen to me, hear what I'm
saying I'm authentically sayingI can get up and be focused
100% on the value propositionthat I'm going to deliver,
(02:55):
knowing full well that if Iexecute on my value proposition
well and to the degree I execute, my value proposition Is a
direct correlation of how muchmoney Naturally will become as a
byproduct of that.
So money is energy, guys.
You know there's a whole ideaof paper Currency and and money
(03:18):
being just paper.
Yeah, I, I mean it is that, butbut I believe that money is
actually energy.
You you may have heard of of Ithink it was Benjamin Franklin.
He had an interesting quotewhere he says money begets money
begets.
Money begets more money.
Huh, okay, it's an interestingconcept that goes with this
(03:41):
dollars follow value, which iswhy I believe money is energy
and it is attracted to energy.
Yeah okay, yeah, money isnaturally attracted
energetically to the valueproposition.
Okay, so getting really downinto the weeds on your value
(04:01):
proposition.
So for all of you guyscontemplating starting your
businesses, this is really whereyou want to put your your early
years Focus is what's my valueproposition?
Russell Brunson, you know, has avery interesting Way to break
things down when he's talkingabout click funnels.
He talks about a valueproposition and he talks about
building a sales funnel and, andwhat I love about some of his
(04:26):
examples is, you know, he hadone example that sticks out in
my mind where you know he wasdoing a project I think was one
of his daughters and she hechallenged her to come up with a
product to create a funnel for.
She wanted to sell the moviethe greatest showman.
Yeah, and I love that movie,guys, I mean that's a very
(04:47):
inspiring one of my, one of mytop five movies ever made the
greatest showman.
Well, russell talked about this.
This process he went throughwith his daughter of Okay, the
greatest showman is available onCD or DVD, right.
DVD yeah so how do we sell that?
And like, make more money byselling it, he came up with
(05:10):
what's called a value bundle.
You know what?
What did what did his valuebundle consisted of?
Well, it had the DVD itself,which was full price, same price
that you would pay for the DVDif you ordered it online,
whatever that was.
But then he went.
He found Some old transcriptsthat were pre copyright of the
(05:33):
old PT Barnum yeah, the maincharacter.
You know the circus creator, ptBarnum's writings and he was
able to procure these writingsand create an e-book and he
bundled that for for I think heincluded that for free.
What else did he put in thisvalue bundle that that improved
(05:54):
his, his value propositionoverall to where they were able
to sell it for more?
Well, it was several.
Speaker 2 (05:59):
Yeah, so they sold it for more.
Yeah, and that's the firstthing.
Speaker 1 (06:01):
There was a handful of things that went into the
bundle.
Like you buy the DVD, did youget all these other things with
it?
Speaker 2 (06:08):
I'm pretty sure it was like business tips from PT
Barnum and then his actualautobiography and yeah, I mean
there was a compilat compilationof Books and documents that
were okay like they were pre ordid the copyright had expired.
Because there's a, there's atime, there's a point in time,
there's a specific year I can'tremember what year it is but
(06:28):
where copyrights kind of expiredfrom that year in a certain
amount of time.
So it becomes public domain.
So he grabs these public domainPT Barnum books.
Yeah, yeah bundles them.
Speaker 1 (06:37):
That's right with.
Speaker 2 (06:39):
With the movie and he sells it for more.
It's, it's brilliant.
It took genius.
Speaker 1 (06:44):
Yeah, brilliant example of a Really highly
focused, highly organized valueproposition, and we talk about
the value proposition inhospitality.
You know this.
This whole Concept is going tobleed into a heavy conversation
of experience economy.
We're going to get into thedetails here on it.
(07:04):
On Experience economy, theseare these are both concepts that
touch almost every episode thatwe do.
But when we're talking aboutreal estate or when we're
talking about the air, let'sjust keep going on this theme of
hospitality and the Airbnbbusiness.
The reason why I love that somuch is because it's so
(07:27):
abundantly available.
The opportunities are abundantto create a highly organized,
highly unique value propositionBundling services, bundling
amenities, bundling thingstogether right, yeah, do you
want to touch a little bit moreacutely on that and how your
(07:47):
value proposition specificallyis geared on your Airbnb
business?
Speaker 2 (07:53):
Yeah, well, it's interesting because you take a
look at my property.
It's the same property as a lotof people in the area Same
square footage, Same squarefootage, Same number of rooms,
Same number of rooms.
I mean it's a same really.
On the exterior it looks thesame.
Speaker 1 (08:10):
Shares the same community pool.
Speaker 2 (08:12):
Yeah, shares the same hot-tubs pool.
Speaker 1 (08:15):
Shares the same national park, so the location
advantages are the same.
Yep.
Speaker 2 (08:20):
Yeah, okay, but what's drastically different?
And I think I mentioned thisbriefly in the last episode, but
I had a guest come in recently,stay for a night and say man,
is this available for the nextfour nights, the other hotel we
have booked?
We'd actually rather stay hereinstead of there.
It's like, okay, well, whatmade them say that?
(08:40):
Right?
And so a couple things that Iemploys.
Well, first and foremost, thefurnishings.
I've.
You know I've and I said thisbefore, but I've spent a ton of
money on making them super highquality.
So you walk in there and yourfirst feeling is, oh, this is
nice.
Speaker 1 (08:55):
So really what we're taught, we're really blending
the experience economy.
So the experience of a patrondirect correlation to your value
proposition, Yep.
Speaker 2 (09:05):
Yep.
Speaker 1 (09:06):
So what I hear you saying is someone is willing to
pay a certain rate, higher thanthe average rate, because of the
way it's furnished anddecorated, because of that's one
factor.
Speaker 2 (09:18):
Yeah that's one factor and I think it also plays
into factor of.
So, look, I could name each andeverything Like, for example,
we have a digital concierge.
Speaker 1 (09:26):
Let's unpack that for a second.
Let's get some credit to theBrizani guys.
Speaker 2 (09:30):
Yeah.
Speaker 1 (09:30):
You know Dave Brizani and Mike Bergeron very good
friends, inventors of thisplatform, the Brizani concierge.
Yeah, fantastic technology,disruptive game changing
technology and for thehospitality industry and other
industries.
Speaker 2 (09:46):
Yep.
Speaker 1 (09:46):
As we're learning different applications.
Speaker 2 (09:49):
But but yeah, what's your?
Speaker 1 (09:50):
Talk to us about how you're using the Brizani
concierge in your units, becausethat's a major distinction over
everything else in that project.
Speaker 2 (09:57):
Yeah, you walk in and the first thing you see is you
know you're gonna have theseawesome.
You know awesome furniture,awesome design, cues, colors,
theme, everything.
But I so on the countertop youhave, I have mounted this arm
with the, with the tablet device.
It's the, it's the BrizaniSweet, and the first thing you
(10:17):
see when you walk in is thatdevice facing you and it says
welcomes your name.
It says welcome, so-and-soWelcome, wayne.
That right there, that's huge,that's a big deal.
Right, most of the time youwalk into a hotel room or a
Airbnb and it's just a.
If they have anything, it'swelcome guests.
Speaker 1 (10:36):
Welcome guests Generic.
Speaker 2 (10:37):
Not tailored to the not tailored by name.
Speaker 1 (10:41):
Yeah, To the actual guests.
So we're talking abouttailoring this by name for the.
Yes, that's the first thing,okay.
Speaker 2 (10:46):
Second thing is on the device.
I have, you know, and there aredifferent tiles.
So imagine here a tablet deviceand you've got several tiles.
You have four tiles across thetop and then you know, below the
four main tiles, you have rowsof five, okay, and each tile has
, you know, content that you canupload there.
So my first tile is about yourstay.
It's a Google site that I'vecreated that you tap on.
Speaker 1 (11:09):
It tells you the Wi-Fi password, it tells you
about your stay, it tells youabout everything you know, in
regard to that unit, it's likethe unit compendium, like a
hotel room compendium, like thatleather bound book in the hotel
room.
It's not a book anymore.
Speaker 2 (11:20):
It's a little site and you can.
And you can tap on whichcategory I want.
Oh, I want laundry information.
Tap on that.
And then the information spansYou're not sifting through pages
of this.
You're not looking at arepository of.
Okay, where do I find the Wi-Fi?
No, no, no, it's all superclear, easy to understand, right
there.
Okay, that's the first thingThen you have.
(11:41):
I've gone and compiled over theyears of Moab.
We've gone on countless hikes.
I mean we have torn that placeapart.
Speaker 1 (11:52):
We've blazed a lot of trouble, figuratively and
literally, blazed every trail ofall.
Speaker 2 (11:57):
And gotten some unique insight from some locals.
I mean, I've befriended quite afew people down there and
gotten some insight from peoplefrom MonoSello and from Moab and
gotten kind of some localinsights.
And what I've done is I've goneand I've created again, I've
created some Google sites.
Google sites is amazing, by theway, if you're trying to create
content for, like, an Airbnb orsomething.
(12:17):
But I have checkinginstructions on Google sites
that I'll send them an email ora message on Airbnb before they
come.
Speaker 1 (12:24):
So this is another piece of that experience, before
they come on like, hey, ittells matter, guys, it tells
matter Every little thing whenthey, you know, when they sign
up, I say hey, thanks so muchfor booking, or when they book.
Speaker 2 (12:35):
Is that automated?
It's automated, okay, I'm goingto get into that, Okay.
So, but on this device, I havethese Google sites that have
hike recommendations.
You click on the hikerecommendation tile and it pulls
up like nine of the top hikesthat I suggest.
I recommend it.
It's got how long are they?
You know what's the difficulty?
And then it has a QR code thatI've got in and I've tied to the
(12:58):
link on all trails.
So if you want to pull that upon your phone, you QR code it.
Hey, on the on the Bersani,it's showing me that this hike
would be kind of cool.
I've never heard of that.
Let me scan it and it'll takeyou to all trails on your on
your phone.
Speaker 1 (13:10):
So that's.
Let's pause on that, because,because being highly experienced
with you, know Sage Creek andthe resort in Moab one of the
biggest failures for a guesttraveling, whether it could be
international or they could becoming in from the East Coast or
California One of the biggestfailures is they get to Moab.
They don't know what to do.
(13:31):
There's so much to do, yeah,and for someone to be able to
guide them, to recommend, makethese recommendations, like
Dalen's got on the concierge,we'd like the top nine hikes
With the distance, with thedetails of the height Is it
moderate, is it easy?
Can we take kids?
Can we take pets?
All that information and thenyou link to all trails, which
(13:52):
has, as your man, geo tracking.
You don't have self service,because you don't have self
service when you get out of thedesert in some of these slot
cannings and things, but it's.
But it's got that technology soyou can have a map open and you
can navigate that's a hugevalue.
This is a huge piece of thevalue.
Bundle the proposition, becauseit's not just your unit, right
(14:16):
you're, you're taking in yourTurning that unit.
The unit is a portal to all theadventure that Moab is.
It's a, it's creating a, it'sit's using all the natural
resources of the location, butall the other units in the area
are not doing that they'remissing all of that.
Yeah, they, they just leave itto chance that whoever comes and
(14:38):
stays at their unit is gonna godrive their Jeep or go hike and
find, stumble on the cool stuff, right, and there's a hundred
hikes that aren't great.
And so if you can likepre-screen, the most amazing
hikes.
Speaker 2 (14:52):
You're, you're providing a vet the best of the
best.
Speaker 1 (14:54):
Yeah, that's a novel idea.
Yeah, the opportunity toprovide and promote the best of
the best free of charge.
Speaker 2 (15:03):
Free of charge, that's a value bundle guys, and
I've done that with restaurants,oh yeah, with hikes on the
concierge, on the concierge.
Okay, so you imagine you'recoming in.
Hey welcome.
Hey welcome, wayne, you know,here's about your stay.
Vital information for yourstate.
Super easy.
Okay, here's.
Everyone's gonna go for Wi-Fipassword first, right.
Speaker 1 (15:24):
I mean.
Speaker 2 (15:25):
So that's the first square, then from there you've
got all these recommendationsyou have, you know Activities to
do.
You've got just everything.
You've got our branding video.
I mean it's super comprehensive, comprehensive, right, and so
you know, when you, when you goin there and you have that, like
you said it, it becomes morethan just a stay.
Yeah, it becomes an experience,you know.
(15:47):
So that's a huge piece of that.
And then a lot of you know,going back to the automation
side, when someone books, it's ahate.
Hey, so and so, thanks so muchfor booking property.
This is gonna be amazing place.
Your experience is my toppriority, and you know.
And then, and then their day ofcheck-in, I'll send them
instructions and getting theunit.
This is another Google sitethat I've created.
(16:08):
It's super easy.
Hey, here's my personal cell,here's this, this, this and this
personal touches.
Speaker 1 (16:14):
Yeah, so you can get more intimate.
Speaker 2 (16:17):
Yeah, you can call me , you can text me but what's
crazy is, while I've given themthat Most of the time, because I
have the digital concierge andbecause I have the automated
messages, no one has questions.
Speaker 1 (16:31):
No one has problems.
Yeah, you're resolving problemsbefore they even come up.
Speaker 2 (16:34):
And so they're needing to call me.
I've given them my number tocall me, but they don't, because
everything's taken care of.
Speaker 1 (16:41):
Interesting note, guys.
I love this is gold.
This is really gold when we'retalking experience, economy.
This is a gold mine becausethey're for every really
high-level operator, like whatyou're describing.
Like, like you are down, thereare 20 lazy property managers,
one.
(17:01):
There's like 20 lazy ones forevery high-level operator and
these lazy property managerswant to charge the same 25 to 30
percent of gross to a unitowner, but what they're
providing is basic, very simplebasic clean the unit Basic, put
it on Airbnb and that's about it.
(17:22):
That's it, that's it.
That's all they do.
Speaker 2 (17:23):
Well, you know it's.
Another interesting thing toois I have had guests reach out
at midnight that's just aquestion and I hit them back.
Yeah, if I'm awake, yeah, I'mback.
You know, I'm not a businesslike, it's not the business
hours.
Yeah, thing for for me, andespecially with, I mean, when
you get in the larger scale.
Obviously you're, you knowyou'll be controlling.
Speaker 1 (17:46):
Your staff for this.
You'll have staff for this.
Speaker 2 (17:48):
It's not gonna be just you, but for this, I mean,
I am more than happy, and guestsfeel it, in fact, when they
review, and this is, and ittakes me 10 minutes- yeah you
know it's, it's nothing huge andmost guests I don't even.
I don't even have theseconversations, aside from hey,
thanks so much.
And then me saying, hey, isthere anything I can do?
(18:10):
They're like, no, it's greatand it's that's it sweet.
And then my automated messagestake care of everything else.
It's, it's pretty incredible.
But all the reviews most ofthem will say you know, the host
was so communicative.
Or oh, thank you so much for anawesome stay.
The host helped us, we didn'teven miss a beat.
(18:31):
This was amazing.
Or the Jewish conciergeanswered every question we had
and it gave us some things to do.
I mean, you know so, so greatreviews.
Speaker 1 (18:39):
Here's.
Here's a really interestingpoint to drive home.
If we take Russell Brunson'sexample or Dowland's example of
a value bundle, you can reallyMislead yourself when you start
to try and bundle things thatcost money Right if I was gonna
if Russell was selling the DVDand he had, and he was including
a t-shirt or something thatcost him like five or six bucks
(19:04):
for every person that bought theD, he could be losing money
pretty fast.
Same thing in this like, rightif you were, if you were
providing things that cost you,you inventory cost or some
subscription ongoing kind of now.
Speaker 2 (19:18):
Now I know there's a cost with the burzani.
Speaker 1 (19:20):
So I'm sure you can model and maybe speak to what is
your cost versus the reward ofthat bundle.
But but for the listeners,creativity, right, free, being
creative and and having Likelike.
If you haven't read it, go goget the experience economy, the
book on audible.
(19:41):
Read it.
That is the Bible.
If you're serious about being ahotel operator or being an
Airbnb business owner, go readExperience Economy.
It'll blow your mind.
You've got to get creativeabout ways to improve the guest
experience and the more thingsthat you can bundle in that are
free free to you to provide andfree to the guest to provide.
(20:04):
It's not really free to theguest, because the guest is
paying an extraordinarily higheramount but they're happy to do
it.
They're so happy to do it,they're happy to pay 25%, 30%,
40% more, because the experienceis that much better.
That's what we're trying todrive home here, guys, is you
(20:25):
want customers to come back, youwant to repeat business, you
want that loyal brand, thatbrand association, and it comes
from providing extraordinaryvalue.
Right, right?
What are some other ways?
I want to talk more aboutBrasani, because it's one device
, it's one platform.
(20:46):
It's not available to everybody.
It's kind of an exclusive gigthat we've got going on with
these guys.
But there are other ways tokind of we're just trying to
convey ideas, guys, creativeideas.
What are some of the otherthings that we can use Brasani
for instead of a unit?
Speaker 2 (21:07):
Well, you can.
So let me give you one of thesecontent platform Content
distribution.
Okay.
So you come in and you'resitting there at the counter
with the Brasani and I have mybranding video in there.
So my company branding videoOkay, really, it's a really fun,
short, cool little video.
Okay, but it gives theimpression of oh, this is
(21:29):
actually where I'm staying.
Another thing hey, the NationalParks Mighty 5 campaign has an
awesome video.
Oh, yeah, I have that in thedevice.
So they come in and say, oh man, this is actually I'm in a
really cool place right now.
So they can absorb this contentall the while seeing some
recommendations.
Speaker 1 (21:45):
Hey, now I've seen the sound so you're able to
provide.
You're able to deliver curated,high definition video content
that costs millions of dollarsfrom the state of Utah who built
the Mighty 5 campaign.
You're able to deliver thatinto a unit.
Oh yeah, Otherwise a guestmight be searching online.
(22:05):
They might never find somethinglike that.
But yeah, they may never see it.
That's cool, yeah.
Speaker 2 (22:09):
Having that, there is just a cool touch.
You know you're sitting there,you can put games on the device
Interesting.
I mean, if someone reallywanted to, you can sit there at
the table and play some, youknow, temple runner or something
.
Yeah, yeah, yeah On the Brasaniand that you know that's
interesting if you know you have, you know you're making dinner,
you have a kid that you want toentertain on the device and
have sit there while you can seethem.
Speaker 1 (22:30):
You can also have, I have recipes you can.
Speaker 2 (22:33):
So the device swivels on the arm so it comes back and
I have a recipe tab that youcan click on.
It's like okay, cook here inthe unit and have the have the
device right there in thekitchen for you while you're
cooking.
I mean look, it's all aboutthat.
How can I be creative, Right?
How can I be creative and justgive someone these?
Speaker 1 (22:57):
outside the box ideas they wouldn't experience
somewhere else, you know let me,let me take, let me let me add
something to this with with atrue focus on experience economy
, coupled with our universalprinciple of dollars follow
value.
Contrast that to a franchisehotel operator.
We talk and I'm not going toname names because I don't want
(23:17):
to get sued by any hotels butthe front, the big front, the
big national franchise hoteliersin my experience, they have one
focus that's put heads in bed.
So let's sell out the roomnights, yeah, once the room
nights are sold out, missionaccomplished, right.
But I think, if we're trulycommitted to the experience
economy, it means it meanscreating, cultivating other
(23:40):
opportunities.
Because my baseline expectationis that I'm full, yeah, with an
independent boutique resort ora unique Airbnb property, the
baseline expectation is I'vedone my marketing job well, I'm
full all the time.
So what's the opportunitybeyond that?
Speaker 2 (23:59):
So I'd even go as far to say, hey, if that's your
only focus, you're missing outon potential additional revenue.
Yeah, because if you can use aplatform like Brezani to upsell
in the unit you're adding to,you know if someone's going to
pay 400 a night to stay in yourunit, the chances that they're
going to pay more are prettyhigh.
Yeah.
Speaker 1 (24:19):
Yeah, you know, if you've got some exciting
opportunities, great stuff, someancillary verticals is what I
would consider stuff likeprivate chef coming to your unit
that's something that we didover at Sage Creek.
So private chef services agreat example.
You know I have five privatechefs you could book and you
(24:41):
don't need a Brezani conciergeto do this.
You could set this up as anAirbnb operator to just have a
calendar, have a brochure.
You know, find a gourmet chef,they come in and you have an
arrangement with the chefs thatthey're going to charge four or
500 bucks to do like a threehour chef.
(25:02):
Surprise, cook the meal infront of the guests, with the
guests.
Speaker 2 (25:06):
Yeah, Like Tepanyaki style, it's an interactive
experience with the guestsenjoying the chef.
Speaker 1 (25:12):
They make great tips, they make a great base.
They're splitting it with theresort, so the resort's making
ancillary revenue on top of thenightly rate.
That's a great way to go from a400 a night to and you can get
to 800, 900, a thousand a nightPretty easy if you have bundles.
(25:32):
That make sense.
That makes sense.
You know you could do astargazing tour.
You know if you have the rightoperators you could take them
out.
Moab's a great place to do it.
You could do meditation retreat.
You know we have a really greatshaman that will take you out
and you could go from four hoursto a whole eight hour immersive
(25:55):
experience, depending on howadvanced you are with meditation
.
So we're just talking aboutcreative ideas, but each of
these are potentially a fewextra 100 bucks here and there
per guest and it's about thingsto do.
Yeah, it's not.
We're not selling stuff.
We're not selling stuff.
No, it's not products, it'sthings to do.
Speaker 2 (26:16):
It's all experience focused Experience driven.
Someone is you know someonecommits to these upsells or
really immersing himself withinthe experience we've created for
them.
They're going to leave andthink, wow, that was awesome.
Yeah Right, that was amazing.
It's going to stay in theirbrain and they're going to
(26:36):
remember it.
They're going to tell theirfriends they're going to come
back.
Speaker 1 (26:39):
Yep.
You know, Now I want totransition the way you guys
think of experience economy,because what we've just
illustrated is it's easy and itcould be very fun and exciting
and rewarding to applyexperience economy programming
to a hospitality property.
But I'd have you consider thatthere's greater application to
(27:00):
this mentality, which could beto your workforce.
This could be a company that'snot in hospitality.
Let's take American spec ESG,for example, one of my companies
.
You know we're producingrailroad ties out of garbage.
Okay, how do we applyexperience economy to our
(27:21):
advantage as an employer?
Okay, I'd have you all considerthat the experience economy
mentality is.
It's a rewarding situation forany human involved with someone
who's acutely focused toexperience economy.
As an employer, it's importantfor me to have happy employees,
(27:44):
happy partners, and it's notjust the hospitality side.
So where do we?
How do we do that?
Well, it's company culture.
Okay, there's a stack of,there's a value proposition.
We've been talking about this alot lately.
How do I?
Well, let me just give anexample.
That was in a meeting just aweek ago and we're having a
(28:08):
conversation about some of theseemerging new businesses getting
traction and and a highlyesteemed associate of mine asked
me this question he was likewhat's the tipping point, like
what's the X factor here?
And I thought for a second.
I was like you know what?
It's the human factor?
(28:30):
Okay, we're experiencingunprecedented, historic changes
in this country.
Many of you have heard of thegreat reset.
Okay, this has to do with thepandemic, it has to do with the
political regime, it has to dowith a lot of things.
But you may have also heard ofthe great resignation, yep.
(28:50):
And as an employer, I'm very,very focused on what's happening
in the trending in the news,where we have companies who have
supported certain globalchanges that are kind of causing
an inflationary, inflationaryenvironment.
Many are saying we're headedfor a recession.
(29:13):
In the paper.
Last week the stock marketannounced they're in a bear
market for the first time in along time.
So we have these market shifts.
Okay, we have economic marketshifts like inflation, wages not
being raised to meet inflationyeah, pandemic causing people to
(29:33):
work from home, and people arequestioning.
Now they're questioningcorporate American at large and
they're saying why am I doingthis?
I'm not even satisfied withthis job because there's a
failure at the corporate level,management level, to be focused
on experience economy.
Okay.
Speaker 2 (29:50):
Okay.
Speaker 1 (29:50):
They're hyper focused on the people buying their
products, forgetting about theirown most valuable resources,
which are their own team.
So what I'm having you allconsider here is that we've got
to shift the focus inward now onexperience economy.
We got to make sure that ifwe're really connoisseurs of
(30:11):
experience economy to the coreit's part of our DNA then it
applies to every area, everymessaging recipient of our
businesses.
And so when we talk about theworkforce, it's elite
compensation, it's elitebenefits, but more than anything
, it's elite culture.
Speaker 2 (30:32):
Yeah.
Speaker 1 (30:33):
It's a cultural environment that is of honor and
respect and love, things thatare not typical in a
conversation when we talk aboutcorporate America.
Okay, it's the difference ofbringing the human factor back
(30:55):
into focus, where corporateAmerica, I think, has kind of
gotten into the commoditizationof humans.
Yeah, when corporate Americalooks at the paper balances and
they say, oh, we've got 10,000employees and they're just a
commodity and you lose the focusof them, and so then what
happens is you have thisdissatisfied workforce and they
(31:16):
start to mass exit us away.
There's never been a bettertime in our country to recruit
high level, highly capable,highly creative people to your
business than there is right now, because there's so much
dissatisfaction in this greatresignation, and I think that
the X factor comes down to howwe as companies are programming
(31:40):
our own culture.
Speaker 2 (31:42):
Okay, yeah, huge and it's meaningful with mine, for
example, my cleaners slashproperty managers in Moab and I
think I've mentioned this before, but I will frequently praise
(32:03):
them and say and I'll send themreviews.
Hey, this is thanks to you,things like that.
Hey, thank you so much.
Oh my gosh, you're wonderful.
Or hey, couldn't do thiswithout you.
But these comments, thesecomments of admiration, really
are huge, because I've gottensome feedback from them.
Hey, you know what?
(32:23):
It is super meaningful workingfor you because I feel so cared
for and those words right thereare really powerful.
Meaningful to me because it'ssaying that this person is going
to take care of my propertybetter.
Yeah Right, they feel moreobligated to go do a great job.
They want to.
They want to.
Speaker 1 (32:43):
So that's a key guys.
How do we inspire our workforceto want to be with us?
Yeah, to want to do the jobbetter than they're paid for.
Right, that's a magiccombination or magic superpower
to be able to inspire aworkforce to go the extra mile.
Yeah, you talk about, you know,people working in factories,
(33:05):
like what we're doing inFillmore with American Spec ESG
and American Spec ModularFactory jobs typically, I think
historically, are you go, youwork in the factory for 20 years
.
You have a career, you hate it.
It's kind of this industrialkind of thing.
And you've seen this in themovies.
It's been kind of patronized inmovies.
(33:26):
You know what factory workerslifestyle is like and I'm
talking about raising the wholebar, gourmet, restaurant
experience.
We're providing meals.
We're providing, you know,exercise facilities.
We're providing meditationrooms.
If they need to take a 15minute break and have a
(33:48):
meditation nap in the middle ofthe day, that's a possibility.
I'll get more production andsatisfaction out of someone
who's happy providing lifecoaches, providing mental
well-being, you know programmingand opportunity for the
workforce.
These are all human-centricthings that may cost a big
(34:11):
company like these a little more, but you know, I can see a
measurable, measurable result tothis, where our workforce is
not poachable.
We're not going to have someother company come and offer
them more money and convincethem to leave, because it's not
about the money now.
It's about the sum of the wholevalue proposition applied
(34:35):
strategically to the most valuedresource, which is our own
people.
Speaker 2 (34:43):
Yeah, that's amazing.
Speaker 1 (34:44):
That caps my thoughts and I'm starting to kind of
lean toward ending the episode,because we're naturally segueing
into what I want the nextepisode to be covering, which is
One of our next universalprinciples.
So do you have a final thoughton dollars, fall of value,
(35:05):
experience, economy before wewrap it?
Speaker 2 (35:08):
Well, I'll just say one thing Three years ago, when
I got home from Japan, you know,I set out on this journey to
being an entrepreneur, right,and it has been relatively short
period of time.
When we compare it with yoursright, I mean in my and
(35:28):
especially when you compare itto the Airbnb model, but I mean
that's been in the past year andit's already gotten to this
point.
So if that I mean if you'resitting there thinking this is
going to take a long time, thenI'd encourage you to really just
think outside the box here.
How can I provide value?
How can I be as valuable ashumanly possible?
And you will.
You will move quicker.
And this is not get rich quick,right, I am.
(35:51):
That's not what I'm telling youhere.
What I'm telling you is, if youfocus and commit to providing
value, opportunities will openlike you couldn't even imagine.
I mean three years ago, when Iwas starting the guitar hacks,
my little guitar company, Inever imagined I'd, in three
years time, owning a successfulAirbnb company.
I mean that's, you know, that'stotally outside the world.
(36:12):
But I've always been focused onhow can I be as valuable as
possible.
Guitar hacks made me a morevaluable person in the sense
that I learned how to buildfunnels.
I was interested in this worldof marketing and then I was
obsessed with developing thisskill in this area and as I did
so, opportunities opened to me.
So that's kind of my thought is, you know, as you become as
(36:33):
valuable as possible, that isthe single greatest way to
combat inflation.
That's the single greatest way.
Well, if you know, if money isgoing wild, if inflation is
going wild, well how can Icombat that?
Become more valuable, yeah,provide more.
Yeah, be more, be more valuable,do more and the dollars will
(36:56):
come to you.
Because you are more, you meritsaid increase in in pay.
Anyway, that's my thought.
Speaker 1 (37:03):
I'll leave the listeners with a question.
Guys, I want you to think onthis before you tune into the
next episode who must I becometo have that type of a business?
That's the question.
Who must I become?
Because it's likely that theversion of you right now, the
version of me right now, is notbig enough for this vision.
And so this, this constantpursuit of expansion and
(37:26):
improvement, is part of this man.
We're evolving constantly, sothink on that.
Who must I become Without that?
We're going to wrap it, guys.
Thank you for tuning in andjoin us next time.
Welcome back to the show, guys.
It's Aston Incorporated.
I'm your host, wayne Aston.
This is my co-host, dalin Aston.
All right, so we are introducingfor this episode, part of a
series.
There are several what I calluniversal principles.
So we want to introduce to you,the listeners, our universal
(00:21):
principles series.
We inadvertently covered one ofthese Already, I think in
episode maybe five Expansion isan obligation.
So just to kind of frame thisup, guys, that a universal
principle could be compared togravity Okay, it's, it's
(00:42):
something you don't negotiatewith, it's a, it's a fixed
Universal principle that's goingto happen no matter what.
And so there are certain, thereare certain universal
principles that we like to coverhere that are just non
negotiable.
So Today, today's official kindof introducing our universal
principle series, we've coveredexpansions obligation.
(01:04):
Today we're going to becovering dollars.
Follow value.
That's principle number two.
We're going to be discussingthe value proposition.
How do we create a valueproposition?
Yeah, so Very excited aboutthis, guys.
The, the universal principlesconcept is something that Didn't
(01:28):
really start to get clear forme Maybe until you know, when we
were talking about the whyepisode and you took me through
the seven layers of why, yeah,and I was like getting really
clear about.
You know, in in that time frameof like 2005, 6, 7, when I was
starting to kind of wake up tothe fact that, you know, being
(01:48):
driven by money was not the wayto be Doing business, but, you
know, kind of shifting over,that's when some of these
principles really started tokind of, you know, crystallize
for me.
And this dollars follow valueand I think is one of my most,
is one of my as closest to myheart, because we talked about
the spectrum of people the moneyfocus people, the, the
(02:11):
relationships focus people andthe folks on the relationship
side of the spectrum Really getthis to a core level.
Okay, yeah, and and so.
So, when, when someoneunderstands this principle, what
we're saying, guys, is we'resaying that I Don't really need
(02:31):
to wake up and, and, you know,think about my business plan,
with money being my goal.
I Honestly, authentically youguys listen to me, hear what I'm
saying I'm authentically sayingI can get up and be focused
100% on the value propositionthat I'm going to deliver,
(02:55):
knowing full well that if Iexecute on my value proposition
well and to the degree I execute, my value proposition Is a
direct correlation of how muchmoney Naturally will become as a
byproduct of that.
So money is energy, guys.
You know there's a whole ideaof paper Currency and and money
(03:18):
being just paper.
Yeah, I, I mean it is that, butbut I believe that money is
actually energy.
You you may have heard of of Ithink it was Benjamin Franklin.
He had an interesting quotewhere he says money begets money
begets.
Money begets more money.
Huh, okay, it's an interestingconcept that goes with this
(03:41):
dollars follow value, which iswhy I believe money is energy
and it is attracted to energy.
Yeah okay, yeah, money isnaturally attracted
energetically to the valueproposition.
Okay, so getting really downinto the weeds on your value
(04:01):
proposition.
So for all of you guyscontemplating starting your
businesses, this is really whereyou want to put your your early
years Focus is what's my valueproposition?
Russell Brunson, you know, has avery interesting Way to break
things down when he's talkingabout click funnels.
He talks about a valueproposition and he talks about
building a sales funnel and, andwhat I love about some of his
(04:26):
examples is, you know, he hadone example that sticks out in
my mind where you know he wasdoing a project I think was one
of his daughters and she hechallenged her to come up with a
product to create a funnel for.
She wanted to sell the moviethe greatest showman.
Yeah, and I love that movie,guys, I mean that's a very
(04:47):
inspiring one of my, one of mytop five movies ever made the
greatest showman.
Well, russell talked about this.
This process he went throughwith his daughter of Okay, the
greatest showman is available onCD or DVD, right.
DVD yeah so how do we sell that?
And like, make more money byselling it, he came up with
(05:10):
what's called a value bundle.
You know what?
What did what did his valuebundle consisted of?
Well, it had the DVD itself,which was full price, same price
that you would pay for the DVDif you ordered it online,
whatever that was.
But then he went.
He found Some old transcriptsthat were pre copyright of the
(05:33):
old PT Barnum yeah, the maincharacter.
You know the circus creator, ptBarnum's writings and he was
able to procure these writingsand create an e-book and he
bundled that for for I think heincluded that for free.
What else did he put in thisvalue bundle that that improved
(05:54):
his, his value propositionoverall to where they were able
to sell it for more?
Well, it was several.
Speaker 2 (05:59):
Yeah, so they sold it for more.
Yeah, and that's the firstthing.
Speaker 1 (06:01):
There was a handful of things that went into the
bundle.
Like you buy the DVD, did youget all these other things with
it?
Speaker 2 (06:08):
I'm pretty sure it was like business tips from PT
Barnum and then his actualautobiography and yeah, I mean
there was a compilat compilationof Books and documents that
were okay like they were pre ordid the copyright had expired.
Because there's a, there's atime, there's a point in time,
there's a specific year I can'tremember what year it is but
(06:28):
where copyrights kind of expiredfrom that year in a certain
amount of time.
So it becomes public domain.
So he grabs these public domainPT Barnum books.
Yeah, yeah bundles them.
Speaker 1 (06:37):
That's right with.
Speaker 2 (06:39):
With the movie and he sells it for more.
It's, it's brilliant.
It took genius.
Speaker 1 (06:44):
Yeah, brilliant example of a Really highly
focused, highly organized valueproposition, and we talk about
the value proposition inhospitality.
You know this.
This whole Concept is going tobleed into a heavy conversation
of experience economy.
We're going to get into thedetails here on it.
(07:04):
On Experience economy, theseare these are both concepts that
touch almost every episode thatwe do.
But when we're talking aboutreal estate or when we're
talking about the air, let'sjust keep going on this theme of
hospitality and the Airbnbbusiness.
The reason why I love that somuch is because it's so
(07:27):
abundantly available.
The opportunities are abundantto create a highly organized,
highly unique value propositionBundling services, bundling
amenities, bundling thingstogether right, yeah, do you
want to touch a little bit moreacutely on that and how your
(07:47):
value proposition specificallyis geared on your Airbnb
business?
Speaker 2 (07:53):
Yeah, well, it's interesting because you take a
look at my property.
It's the same property as a lotof people in the area Same
square footage, Same squarefootage, Same number of rooms,
Same number of rooms.
I mean it's a same really.
On the exterior it looks thesame.
Speaker 1 (08:10):
Shares the same community pool.
Speaker 2 (08:12):
Yeah, shares the same hot-tubs pool.
Speaker 1 (08:15):
Shares the same national park, so the location
advantages are the same.
Yep.
Speaker 2 (08:20):
Yeah, okay, but what's drastically different?
And I think I mentioned thisbriefly in the last episode, but
I had a guest come in recently,stay for a night and say man,
is this available for the nextfour nights, the other hotel we
have booked?
We'd actually rather stay hereinstead of there.
It's like, okay, well, whatmade them say that?
(08:40):
Right?
And so a couple things that Iemploys.
Well, first and foremost, thefurnishings.
I've.
You know I've and I said thisbefore, but I've spent a ton of
money on making them super highquality.
So you walk in there and yourfirst feeling is, oh, this is
nice.
Speaker 1 (08:55):
So really what we're taught, we're really blending
the experience economy.
So the experience of a patrondirect correlation to your value
proposition, Yep.
Speaker 2 (09:05):
Yep.
Speaker 1 (09:06):
So what I hear you saying is someone is willing to
pay a certain rate, higher thanthe average rate, because of the
way it's furnished anddecorated, because of that's one
factor.
Speaker 2 (09:18):
Yeah that's one factor and I think it also plays
into factor of.
So, look, I could name each andeverything Like, for example,
we have a digital concierge.
Speaker 1 (09:26):
Let's unpack that for a second.
Let's get some credit to theBrizani guys.
Speaker 2 (09:30):
Yeah.
Speaker 1 (09:30):
You know Dave Brizani and Mike Bergeron very good
friends, inventors of thisplatform, the Brizani concierge.
Yeah, fantastic technology,disruptive game changing
technology and for thehospitality industry and other
industries.
Speaker 2 (09:46):
Yep.
Speaker 1 (09:46):
As we're learning different applications.
Speaker 2 (09:49):
But but yeah, what's your?
Speaker 1 (09:50):
Talk to us about how you're using the Brizani
concierge in your units, becausethat's a major distinction over
everything else in that project.
Speaker 2 (09:57):
Yeah, you walk in and the first thing you see is you
know you're gonna have theseawesome.
You know awesome furniture,awesome design, cues, colors,
theme, everything.
But I so on the countertop youhave, I have mounted this arm
with the, with the tablet device.
It's the, it's the BrizaniSweet, and the first thing you
(10:17):
see when you walk in is thatdevice facing you and it says
welcomes your name.
It says welcome, so-and-soWelcome, wayne.
That right there, that's huge,that's a big deal.
Right, most of the time youwalk into a hotel room or a
Airbnb and it's just a.
If they have anything, it'swelcome guests.
Speaker 1 (10:36):
Welcome guests Generic.
Speaker 2 (10:37):
Not tailored to the not tailored by name.
Speaker 1 (10:41):
Yeah, To the actual guests.
So we're talking abouttailoring this by name for the.
Yes, that's the first thing,okay.
Speaker 2 (10:46):
Second thing is on the device.
I have, you know, and there aredifferent tiles.
So imagine here a tablet deviceand you've got several tiles.
You have four tiles across thetop and then you know, below the
four main tiles, you have rowsof five, okay, and each tile has
, you know, content that you canupload there.
So my first tile is about yourstay.
It's a Google site that I'vecreated that you tap on.
Speaker 1 (11:09):
It tells you the Wi-Fi password, it tells you
about your stay, it tells youabout everything you know, in
regard to that unit, it's likethe unit compendium, like a
hotel room compendium, like thatleather bound book in the hotel
room.
It's not a book anymore.
Speaker 2 (11:20):
It's a little site and you can.
And you can tap on whichcategory I want.
Oh, I want laundry information.
Tap on that.
And then the information spansYou're not sifting through pages
of this.
You're not looking at arepository of.
Okay, where do I find the Wi-Fi?
No, no, no, it's all superclear, easy to understand, right
there.
Okay, that's the first thingThen you have.
(11:41):
I've gone and compiled over theyears of Moab.
We've gone on countless hikes.
I mean we have torn that placeapart.
Speaker 1 (11:52):
We've blazed a lot of trouble, figuratively and
literally, blazed every trail ofall.
Speaker 2 (11:57):
And gotten some unique insight from some locals.
I mean, I've befriended quite afew people down there and
gotten some insight from peoplefrom MonoSello and from Moab and
gotten kind of some localinsights.
And what I've done is I've goneand I've created again, I've
created some Google sites.
Google sites is amazing, by theway, if you're trying to create
content for, like, an Airbnb orsomething.
(12:17):
But I have checkinginstructions on Google sites
that I'll send them an email ora message on Airbnb before they
come.
Speaker 1 (12:24):
So this is another piece of that experience, before
they come on like, hey, ittells matter, guys, it tells
matter Every little thing whenthey, you know, when they sign
up, I say hey, thanks so muchfor booking, or when they book.
Speaker 2 (12:35):
Is that automated?
It's automated, okay, I'm goingto get into that, Okay.
So, but on this device, I havethese Google sites that have
hike recommendations.
You click on the hikerecommendation tile and it pulls
up like nine of the top hikesthat I suggest.
I recommend it.
It's got how long are they?
You know what's the difficulty?
And then it has a QR code thatI've got in and I've tied to the
(12:58):
link on all trails.
So if you want to pull that upon your phone, you QR code it.
Hey, on the on the Bersani,it's showing me that this hike
would be kind of cool.
I've never heard of that.
Let me scan it and it'll takeyou to all trails on your on
your phone.
Speaker 1 (13:10):
So that's.
Let's pause on that, because,because being highly experienced
with you, know Sage Creek andthe resort in Moab one of the
biggest failures for a guesttraveling, whether it could be
international or they could becoming in from the East Coast or
California One of the biggestfailures is they get to Moab.
They don't know what to do.
(13:31):
There's so much to do, yeah,and for someone to be able to
guide them, to recommend, makethese recommendations, like
Dalen's got on the concierge,we'd like the top nine hikes
With the distance, with thedetails of the height Is it
moderate, is it easy?
Can we take kids?
Can we take pets?
All that information and thenyou link to all trails, which
(13:52):
has, as your man, geo tracking.
You don't have self service,because you don't have self
service when you get out of thedesert in some of these slot
cannings and things, but it's.
But it's got that technology soyou can have a map open and you
can navigate that's a hugevalue.
This is a huge piece of thevalue.
Bundle the proposition, becauseit's not just your unit, right
(14:16):
you're, you're taking in yourTurning that unit.
The unit is a portal to all theadventure that Moab is.
It's a, it's creating a, it'sit's using all the natural
resources of the location, butall the other units in the area
are not doing that they'remissing all of that.
Yeah, they, they just leave itto chance that whoever comes and
(14:38):
stays at their unit is gonna godrive their Jeep or go hike and
find, stumble on the cool stuff, right, and there's a hundred
hikes that aren't great.
And so if you can likepre-screen, the most amazing
hikes.
Speaker 2 (14:52):
You're, you're providing a vet the best of the
best.
Speaker 1 (14:54):
Yeah, that's a novel idea.
Yeah, the opportunity toprovide and promote the best of
the best free of charge.
Speaker 2 (15:03):
Free of charge, that's a value bundle guys, and
I've done that with restaurants,oh yeah, with hikes on the
concierge, on the concierge.
Okay, so you imagine you'recoming in.
Hey welcome.
Hey welcome, wayne, you know,here's about your stay.
Vital information for yourstate.
Super easy.
Okay, here's.
Everyone's gonna go for Wi-Fipassword first, right.
Speaker 1 (15:24):
I mean.
Speaker 2 (15:25):
So that's the first square, then from there you've
got all these recommendationsyou have, you know Activities to
do.
You've got just everything.
You've got our branding video.
I mean it's super comprehensive, comprehensive, right, and so
you know, when you, when you goin there and you have that, like
you said it, it becomes morethan just a stay.
Yeah, it becomes an experience,you know.
(15:47):
So that's a huge piece of that.
And then a lot of you know,going back to the automation
side, when someone books, it's ahate.
Hey, so and so, thanks so muchfor booking property.
This is gonna be amazing place.
Your experience is my toppriority, and you know.
And then, and then their day ofcheck-in, I'll send them
instructions and getting theunit.
This is another Google sitethat I've created.
(16:08):
It's super easy.
Hey, here's my personal cell,here's this, this, this and this
personal touches.
Speaker 1 (16:14):
Yeah, so you can get more intimate.
Speaker 2 (16:17):
Yeah, you can call me , you can text me but what's
crazy is, while I've given themthat Most of the time, because I
have the digital concierge andbecause I have the automated
messages, no one has questions.
Speaker 1 (16:31):
No one has problems.
Yeah, you're resolving problemsbefore they even come up.
Speaker 2 (16:34):
And so they're needing to call me.
I've given them my number tocall me, but they don't, because
everything's taken care of.
Speaker 1 (16:41):
Interesting note, guys.
I love this is gold.
This is really gold when we'retalking experience, economy.
This is a gold mine becausethey're for every really
high-level operator, like whatyou're describing.
Like, like you are down, thereare 20 lazy property managers,
one.
(17:01):
There's like 20 lazy ones forevery high-level operator and
these lazy property managerswant to charge the same 25 to 30
percent of gross to a unitowner, but what they're
providing is basic, very simplebasic clean the unit Basic, put
it on Airbnb and that's about it.
(17:22):
That's it, that's it.
That's all they do.
Speaker 2 (17:23):
Well, you know it's.
Another interesting thing toois I have had guests reach out
at midnight that's just aquestion and I hit them back.
Yeah, if I'm awake, yeah, I'mback.
You know, I'm not a businesslike, it's not the business
hours.
Yeah, thing for for me, andespecially with, I mean, when
you get in the larger scale.
Obviously you're, you knowyou'll be controlling.
Speaker 1 (17:46):
Your staff for this.
You'll have staff for this.
Speaker 2 (17:48):
It's not gonna be just you, but for this, I mean,
I am more than happy, and guestsfeel it, in fact, when they
review, and this is, and ittakes me 10 minutes- yeah you
know it's, it's nothing huge andmost guests I don't even.
I don't even have theseconversations, aside from hey,
thanks so much.
And then me saying, hey, isthere anything I can do?
(18:10):
They're like, no, it's greatand it's that's it sweet.
And then my automated messagestake care of everything else.
It's, it's pretty incredible.
But all the reviews most ofthem will say you know, the host
was so communicative.
Or oh, thank you so much for anawesome stay.
The host helped us, we didn'teven miss a beat.
(18:31):
This was amazing.
Or the Jewish conciergeanswered every question we had
and it gave us some things to do.
I mean, you know so, so greatreviews.
Speaker 1 (18:39):
Here's.
Here's a really interestingpoint to drive home.
If we take Russell Brunson'sexample or Dowland's example of
a value bundle, you can reallyMislead yourself when you start
to try and bundle things thatcost money Right if I was gonna
if Russell was selling the DVDand he had, and he was including
a t-shirt or something thatcost him like five or six bucks
(19:04):
for every person that bought theD, he could be losing money
pretty fast.
Same thing in this like, rightif you were, if you were
providing things that cost you,you inventory cost or some
subscription ongoing kind of now.
Speaker 2 (19:18):
Now I know there's a cost with the burzani.
Speaker 1 (19:20):
So I'm sure you can model and maybe speak to what is
your cost versus the reward ofthat bundle.
But but for the listeners,creativity, right, free, being
creative and and having Likelike.
If you haven't read it, go goget the experience economy, the
book on audible.
(19:41):
Read it.
That is the Bible.
If you're serious about being ahotel operator or being an
Airbnb business owner, go readExperience Economy.
It'll blow your mind.
You've got to get creativeabout ways to improve the guest
experience and the more thingsthat you can bundle in that are
free free to you to provide andfree to the guest to provide.
(20:04):
It's not really free to theguest, because the guest is
paying an extraordinarily higheramount but they're happy to do
it.
They're so happy to do it,they're happy to pay 25%, 30%,
40% more, because the experienceis that much better.
That's what we're trying todrive home here, guys, is you
(20:25):
want customers to come back, youwant to repeat business, you
want that loyal brand, thatbrand association, and it comes
from providing extraordinaryvalue.
Right, right?
What are some other ways?
I want to talk more aboutBrasani, because it's one device
, it's one platform.
(20:46):
It's not available to everybody.
It's kind of an exclusive gigthat we've got going on with
these guys.
But there are other ways tokind of we're just trying to
convey ideas, guys, creativeideas.
What are some of the otherthings that we can use Brasani
for instead of a unit?
Speaker 2 (21:07):
Well, you can.
So let me give you one of thesecontent platform Content
distribution.
Okay.
So you come in and you'resitting there at the counter
with the Brasani and I have mybranding video in there.
So my company branding videoOkay, really, it's a really fun,
short, cool little video.
Okay, but it gives theimpression of oh, this is
(21:29):
actually where I'm staying.
Another thing hey, the NationalParks Mighty 5 campaign has an
awesome video.
Oh, yeah, I have that in thedevice.
So they come in and say, oh man, this is actually I'm in a
really cool place right now.
So they can absorb this contentall the while seeing some
recommendations.
Speaker 1 (21:45):
Hey, now I've seen the sound so you're able to
provide.
You're able to deliver curated,high definition video content
that costs millions of dollarsfrom the state of Utah who built
the Mighty 5 campaign.
You're able to deliver thatinto a unit.
Oh yeah, Otherwise a guestmight be searching online.
(22:05):
They might never find somethinglike that.
But yeah, they may never see it.
That's cool, yeah.
Speaker 2 (22:09):
Having that, there is just a cool touch.
You know you're sitting there,you can put games on the device
Interesting.
I mean, if someone reallywanted to, you can sit there at
the table and play some, youknow, temple runner or something
.
Yeah, yeah, yeah On the Brasaniand that you know that's
interesting if you know you have, you know you're making dinner,
you have a kid that you want toentertain on the device and
have sit there while you can seethem.
Speaker 1 (22:30):
You can also have, I have recipes you can.
Speaker 2 (22:33):
So the device swivels on the arm so it comes back and
I have a recipe tab that youcan click on.
It's like okay, cook here inthe unit and have the have the
device right there in thekitchen for you while you're
cooking.
I mean look, it's all aboutthat.
How can I be creative, Right?
How can I be creative and justgive someone these?
Speaker 1 (22:57):
outside the box ideas they wouldn't experience
somewhere else, you know let me,let me take, let me let me add
something to this with with atrue focus on experience economy
, coupled with our universalprinciple of dollars follow
value.
Contrast that to a franchisehotel operator.
We talk and I'm not going toname names because I don't want
(23:17):
to get sued by any hotels butthe front, the big front, the
big national franchise hoteliersin my experience, they have one
focus that's put heads in bed.
So let's sell out the roomnights, yeah, once the room
nights are sold out, missionaccomplished, right.
But I think, if we're trulycommitted to the experience
economy, it means it meanscreating, cultivating other
(23:40):
opportunities.
Because my baseline expectationis that I'm full, yeah, with an
independent boutique resort ora unique Airbnb property, the
baseline expectation is I'vedone my marketing job well, I'm
full all the time.
So what's the opportunitybeyond that?
Speaker 2 (23:59):
So I'd even go as far to say, hey, if that's your
only focus, you're missing outon potential additional revenue.
Yeah, because if you can use aplatform like Brezani to upsell
in the unit you're adding to,you know if someone's going to
pay 400 a night to stay in yourunit, the chances that they're
going to pay more are prettyhigh.
Yeah.
Speaker 1 (24:19):
Yeah, you know, if you've got some exciting
opportunities, great stuff, someancillary verticals is what I
would consider stuff likeprivate chef coming to your unit
that's something that we didover at Sage Creek.
So private chef services agreat example.
You know I have five privatechefs you could book and you
(24:41):
don't need a Brezani conciergeto do this.
You could set this up as anAirbnb operator to just have a
calendar, have a brochure.
You know, find a gourmet chef,they come in and you have an
arrangement with the chefs thatthey're going to charge four or
500 bucks to do like a threehour chef.
(25:02):
Surprise, cook the meal infront of the guests, with the
guests.
Speaker 2 (25:06):
Yeah, Like Tepanyaki style, it's an interactive
experience with the guestsenjoying the chef.
Speaker 1 (25:12):
They make great tips, they make a great base.
They're splitting it with theresort, so the resort's making
ancillary revenue on top of thenightly rate.
That's a great way to go from a400 a night to and you can get
to 800, 900, a thousand a nightPretty easy if you have bundles.
(25:32):
That make sense.
That makes sense.
You know you could do astargazing tour.
You know if you have the rightoperators you could take them
out.
Moab's a great place to do it.
You could do meditation retreat.
You know we have a really greatshaman that will take you out
and you could go from four hoursto a whole eight hour immersive
(25:55):
experience, depending on howadvanced you are with meditation
.
So we're just talking aboutcreative ideas, but each of
these are potentially a fewextra 100 bucks here and there
per guest and it's about thingsto do.
Yeah, it's not.
We're not selling stuff.
We're not selling stuff.
No, it's not products, it'sthings to do.
Speaker 2 (26:16):
It's all experience focused Experience driven.
Someone is you know someonecommits to these upsells or
really immersing himself withinthe experience we've created for
them.
They're going to leave andthink, wow, that was awesome.
Yeah Right, that was amazing.
It's going to stay in theirbrain and they're going to
(26:36):
remember it.
They're going to tell theirfriends they're going to come
back.
Speaker 1 (26:39):
Yep.
You know, Now I want totransition the way you guys
think of experience economy,because what we've just
illustrated is it's easy and itcould be very fun and exciting
and rewarding to applyexperience economy programming
to a hospitality property.
But I'd have you consider thatthere's greater application to
(27:00):
this mentality, which could beto your workforce.
This could be a company that'snot in hospitality.
Let's take American spec ESG,for example, one of my companies
.
You know we're producingrailroad ties out of garbage.
Okay, how do we applyexperience economy to our
(27:21):
advantage as an employer?
Okay, I'd have you all considerthat the experience economy
mentality is.
It's a rewarding situation forany human involved with someone
who's acutely focused toexperience economy.
As an employer, it's importantfor me to have happy employees,
(27:44):
happy partners, and it's notjust the hospitality side.
So where do we?
How do we do that?
Well, it's company culture.
Okay, there's a stack of,there's a value proposition.
We've been talking about this alot lately.
How do I?
Well, let me just give anexample.
That was in a meeting just aweek ago and we're having a
(28:08):
conversation about some of theseemerging new businesses getting
traction and and a highlyesteemed associate of mine asked
me this question he was likewhat's the tipping point, like
what's the X factor here?
And I thought for a second.
I was like you know what?
It's the human factor?
(28:30):
Okay, we're experiencingunprecedented, historic changes
in this country.
Many of you have heard of thegreat reset.
Okay, this has to do with thepandemic, it has to do with the
political regime, it has to dowith a lot of things.
But you may have also heard ofthe great resignation, yep.
(28:50):
And as an employer, I'm very,very focused on what's happening
in the trending in the news,where we have companies who have
supported certain globalchanges that are kind of causing
an inflationary, inflationaryenvironment.
Many are saying we're headedfor a recession.
(29:13):
In the paper.
Last week the stock marketannounced they're in a bear
market for the first time in along time.
So we have these market shifts.
Okay, we have economic marketshifts like inflation, wages not
being raised to meet inflationyeah, pandemic causing people to
(29:33):
work from home, and people arequestioning.
Now they're questioningcorporate American at large and
they're saying why am I doingthis?
I'm not even satisfied withthis job because there's a
failure at the corporate level,management level, to be focused
on experience economy.
Okay.
Speaker 2 (29:50):
Okay.
Speaker 1 (29:50):
They're hyper focused on the people buying their
products, forgetting about theirown most valuable resources,
which are their own team.
So what I'm having you allconsider here is that we've got
to shift the focus inward now onexperience economy.
We got to make sure that ifwe're really connoisseurs of
(30:11):
experience economy to the coreit's part of our DNA then it
applies to every area, everymessaging recipient of our
businesses.
And so when we talk about theworkforce, it's elite
compensation, it's elitebenefits, but more than anything
, it's elite culture.
Speaker 2 (30:32):
Yeah.
Speaker 1 (30:33):
It's a cultural environment that is of honor and
respect and love, things thatare not typical in a
conversation when we talk aboutcorporate America.
Okay, it's the difference ofbringing the human factor back
(30:55):
into focus, where corporateAmerica, I think, has kind of
gotten into the commoditizationof humans.
Yeah, when corporate Americalooks at the paper balances and
they say, oh, we've got 10,000employees and they're just a
commodity and you lose the focusof them, and so then what
happens is you have thisdissatisfied workforce and they
(31:16):
start to mass exit us away.
There's never been a bettertime in our country to recruit
high level, highly capable,highly creative people to your
business than there is right now, because there's so much
dissatisfaction in this greatresignation, and I think that
the X factor comes down to howwe as companies are programming
(31:40):
our own culture.
Speaker 2 (31:42):
Okay, yeah, huge and it's meaningful with mine, for
example, my cleaners slashproperty managers in Moab and I
think I've mentioned this before, but I will frequently praise
(32:03):
them and say and I'll send themreviews.
Hey, this is thanks to you,things like that.
Hey, thank you so much.
Oh my gosh, you're wonderful.
Or hey, couldn't do thiswithout you.
But these comments, thesecomments of admiration, really
are huge, because I've gottensome feedback from them.
Hey, you know what?
(32:23):
It is super meaningful workingfor you because I feel so cared
for and those words right thereare really powerful.
Meaningful to me because it'ssaying that this person is going
to take care of my propertybetter.
Yeah Right, they feel moreobligated to go do a great job.
They want to.
They want to.
Speaker 1 (32:43):
So that's a key guys.
How do we inspire our workforceto want to be with us?
Yeah, to want to do the jobbetter than they're paid for.
Right, that's a magiccombination or magic superpower
to be able to inspire aworkforce to go the extra mile.
Yeah, you talk about, you know,people working in factories,
(33:05):
like what we're doing inFillmore with American Spec ESG
and American Spec ModularFactory jobs typically, I think
historically, are you go, youwork in the factory for 20 years
.
You have a career, you hate it.
It's kind of this industrialkind of thing.
And you've seen this in themovies.
It's been kind of patronized inmovies.
(33:26):
You know what factory workerslifestyle is like and I'm
talking about raising the wholebar, gourmet, restaurant
experience.
We're providing meals.
We're providing, you know,exercise facilities.
We're providing meditationrooms.
If they need to take a 15minute break and have a
(33:48):
meditation nap in the middle ofthe day, that's a possibility.
I'll get more production andsatisfaction out of someone
who's happy providing lifecoaches, providing mental
well-being, you know programmingand opportunity for the
workforce.
These are all human-centricthings that may cost a big
(34:11):
company like these a little more, but you know, I can see a
measurable, measurable result tothis, where our workforce is
not poachable.
We're not going to have someother company come and offer
them more money and convincethem to leave, because it's not
about the money now.
It's about the sum of the wholevalue proposition applied
(34:35):
strategically to the most valuedresource, which is our own
people.
Speaker 2 (34:43):
Yeah, that's amazing.
Speaker 1 (34:44):
That caps my thoughts and I'm starting to kind of
lean toward ending the episode,because we're naturally segueing
into what I want the nextepisode to be covering, which is
One of our next universalprinciples.
So do you have a final thoughton dollars, fall of value,
(35:05):
experience, economy before wewrap it?
Speaker 2 (35:08):
Well, I'll just say one thing Three years ago, when
I got home from Japan, you know,I set out on this journey to
being an entrepreneur, right,and it has been relatively short
period of time.
When we compare it with yoursright, I mean in my and
(35:28):
especially when you compare itto the Airbnb model, but I mean
that's been in the past year andit's already gotten to this
point.
So if that I mean if you'resitting there thinking this is
going to take a long time, thenI'd encourage you to really just
think outside the box here.
How can I provide value?
How can I be as valuable ashumanly possible?
And you will.
You will move quicker.
And this is not get rich quick,right, I am.
(35:51):
That's not what I'm telling youhere.
What I'm telling you is, if youfocus and commit to providing
value, opportunities will openlike you couldn't even imagine.
I mean three years ago, when Iwas starting the guitar hacks,
my little guitar company, Inever imagined I'd, in three
years time, owning a successfulAirbnb company.
I mean that's, you know, that'stotally outside the world.
(36:12):
But I've always been focused onhow can I be as valuable as
possible.
Guitar hacks made me a morevaluable person in the sense
that I learned how to buildfunnels.
I was interested in this worldof marketing and then I was
obsessed with developing thisskill in this area and as I did
so, opportunities opened to me.
So that's kind of my thought is, you know, as you become as
(36:33):
valuable as possible, that isthe single greatest way to
combat inflation.
That's the single greatest way.
Well, if you know, if money isgoing wild, if inflation is
going wild, well how can Icombat that?
Become more valuable, yeah,provide more.
Yeah, be more, be more valuable,do more and the dollars will
(36:56):
come to you.
Because you are more, you meritsaid increase in in pay.
Anyway, that's my thought.
Speaker 1 (37:03):
I'll leave the listeners with a question.
Guys, I want you to think onthis before you tune into the
next episode who must I becometo have that type of a business?
That's the question.
Who must I become?
Because it's likely that theversion of you right now, the
version of me right now, is notbig enough for this vision.
And so this, this constantpursuit of expansion and
(37:26):
improvement, is part of this man.
We're evolving constantly, sothink on that.
Who must I become Without that?
We're going to wrap it, guys.
Thank you for tuning in andjoin us next time.
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