November 20, 2025 • 24 mins
In this episode of Imperfect Marketing, host Kendra Corman sits down with Nathalie Doremieux, co-founder of a family-run tech and e-learning business, to discuss how artificial intelligence can help accelerate business results and amplify impact—without losing the human touch.
Nathalie shares her 20-year entrepreneurial journey from Silicon Valley software engineer to e-learning innovator, and how she began integrating AI into her business long before it became mainstream.
Together, she and Kendra explore:
AI as a Problem-Solving Tool
- Why you should start with identifying the problem before choosing a tool
- How Nathalie and her husband created an AI tool to make course replays searchable—boosting engagement and client results
- The importance of focusing on outcomes and client success, not just shiny new tech
Finding the Gaps in Your Business
- How to spot inefficiencies and pain points in your customer journey
- Using data, testimonials, and client feedback to identify opportunities for AI integration
- Why success metrics should focus on transformation and retention—not just revenue
Human + AI: A Powerful Partnership
- How to combine AI’s analytical power with human creativity and empathy
- Why AI works best when used to personalize and connect rather than replace human interaction
- Nathalie’s “Podcast Lead Flow” tool—using AI to analyze podcast episodes, generate personalized listener follow-ups, and turn audiences into leads
Marketing Lessons Learned
- The importance of running structured marketing experiments—test, measure, and iterate
- Why “imperfect action” beats waiting for perfection
- How clarity in what you measure helps drive smarter marketing strategies
Key Takeaways for Entrepreneurs
- Start with the why—AI is only as good as the problem it’s solving
- Use AI to enhance, not replace, human experience and connection
- Embrace experimentation: marketing and innovation are both art and science
Whether you’re an online course creator, podcaster, or small business owner curious about integrating AI, this episode will help you reframe how to use technology strategically—without losing the heart of your business.
Connect with Nathalie:
Website: https://themembershiplab.com/
LinkedIn: https://www.linkedin.com/in/nathaliedoremieux/
Facebook: https://www.facebook.com/profile.php?id=61568147271872
🎧 Tune in to learn how to combine AI’s power with your human creativity to scale faster and smarter.
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:27):
Hi, I'm Kendra Corman.
If you're a coach, consultant,or marketer, you know marketing
is far from a perfect science.
And that's why this show iscalled Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tipsand, of course, lessons learned
along the way.
(00:52):
Hello and welcome back toanother episode of Imperfect
Marketing.
I'm your host, Kendra Corman,and today I'm joined by Natalie
talking about one of my favoritetopics, AI.
And we're going to be talkingabout how AI can help accelerate
results, increase your impact.
And I think that's just soimportant to be talking about.
And I'm really happy to haveyou, Natalie.
(01:14):
Thank you so much for joiningme.
Why don't you tell us a littlebit about yourself and how you
got into AI as an acceleratorand scaling?
SPEAKER_00 (01:23):
Yeah, sure, absolutely.
So thank you so much for havingme, Kendra.
So my name is NathalieDoremieux, and uh I have been in
business for 20 years.
I ran a family business with myhusband and um born in France,
went to live in the US, livedthe American dream, you know, as
they say, as they call it.
(01:45):
You know, we stayed there for 10years, we had three kids there,
moved back to France in 2005,started our business.
Now we were in the US, we werein California, in San Francisco,
Silicon Valley, because we aresoftware engineers, you know,
hence the AI, you know, in thetech that, you know, has been
staying with us, you know,throughout uh the business.
(02:07):
So we really started off as likeum, well, we tried to build
software, that didn't work,massive flop.
Then we got into the onlinespace, building websites, and
very quickly we went intomemberships, e-learning, because
we saw that there was anopportunity to improve, you
know, how people actually learnonline.
(02:28):
And about, I want to say sixyears ago, we started to play
with AI.
So I know you want to know howis this AI you know coming up,
but basically the the whole ideawas like we've always been, you
know, kind of like early atearly stage for things.
So it's always been a challengefor us because you have to
(02:48):
educate people about what iseven possible, you know, which I
think people now start to getwith AI, right?
But it's it's it's basically howit all started was like a client
has had a specific problem.
Can we create a tool?
And we can talk about that likemore specifically, that example
(03:08):
that really triggered the firstAI um product that we actually
created.
SPEAKER_01 (03:14):
Oh, it's very exciting.
So um I'm just gonna say,congratulations on being in
business for more than 20 yearsnow.
Congratulations for doing itwith your husband.
My husband has joined mybusiness and he's been a part of
it for like eight or nine monthsnow.
So, so I get it.
My business has been around forlike more than 12 years, but
(03:36):
again, yes, um, that is just uhjust such an accomplishment.
So, congratulations.
That's just amazing.
And I I love how you would younoted that, yes, when you're on
the cutting edge of things,right?
Or the bleeding edge or howeverfar you're going, right?
You have to educate peoplebecause they really don't
(03:56):
understand it.
And I think a lot of peoplestill don't really understand
AI.
When I'm working with clientsand they're talking about
implementing AI, sometimesthey're just talking about
automation, right?
And they're not even talkingabout AI and what it is.
And so that education piece isso important.
So it's great to hear you talkabout that.
(04:17):
So why don't you talk to meabout that example that you had
started with in yourintroduction?
SPEAKER_00 (04:21):
The way we're approaching AI, and I know we're
gonna talk about AI as anamplifier and accelerator of
results, is AI is one of thesethings that can be like really
um, really scary, right?
Very overwhelming.
I mean, it's a full-time job totry to keep up with everything
that is going on, the new stuff,the stuff that's gone, you know,
(04:41):
new models and stuff like that.
And it's very easy to get busywith AI and not getting any
results.
So one of the things that Ithink we've done a pretty good
job at is really looking attools uh as solutions to a
problem.
So instead of saying, oh, I needto get into AI because it's the
(05:03):
trend, you know, I'm I want AIbecause everybody has it.
No, why don't you reframe thatand say, can AI help me solve a
specific problem, do somethingfaster, make me more consistent
at doing something, relieve mysupport system, you know.
(05:24):
So when you look at it this way,then you're looking at problem
solution, you're already notlooking at tools, you're looking
at what is it in my business, inmy system that I want to try to
improve, and then you look for atool for that, and that is so
much easier.
So that first uh tool that wecreated came from a client.
(05:49):
So that's one of the clients wewere building a membership for.
They were doing calls, you know,regular calls, and they would be
putting replays inside theportal.
And at some point they said, youknow what, I don't know if I'm
gonna keep putting the replaysbecause nobody watches them.
I'm like, good point.
It's true, right?
People don't go back, oh, let mejust watch a replay.
(06:10):
No, right?
So my husband, who's the personthat you know really gets the
ideas, was like, okay, is theresomething that we can do?
And we're talking six years ago,right?
At least, definitely pre-COVID,like several years pre-COVID,
back where AI was not as easy touse as right now, where we
(06:32):
didn't have all the models, allthe tools at our disposal,
right?
So the idea came that okay, canwe create a tool that would help
people find information thatthey're looking for in those
replays?
So imagine you're in a QA call,you ask a question to your
coach, and the coach replies,okay, Natalie, what is your
(06:54):
question?
Blah, blah, blah.
Being able then to go back onthe portal and say, type Natalie
or something, and it would showyou all the QA calls where
Natalie was mentioned, and itwould play the video exactly at
the place where it was said, sothat you could quickly go back.
So now we had like a tool wherepeople could actually use it to
(07:20):
find information that they arelooking for versus watching
replace.
And that completely changed thegame.
Because when you think about it,especially in the e-learning
space, you are going through aprogram, right?
So you're learning or watchingvideos, and then hopefully you
go and implement, right?
And you might need to go back,but you don't remember if it's
(07:40):
module two, lesson three, orlike video, right?
So being able to go back andask, uh, like it's very like the
pre pre-precursor of like a bot,if you will, where you could
say, you know, like, where areyou talking about this?
We have another client where itwas home designing, you know,
and things like that.
(08:01):
So you could say, you know, likecolor white.
Like, I know I want to pick mywhite color for my paint.
I know she talks about thedifferent types of white.
I can't remember what it is.
Type white.
Oh, that's that video.
Boom, it plays where it'smentioned.
So it's how do you quickly getpeople access to inform to the
information that they arelooking for?
(08:21):
And therefore, that's exactlywhat gets them results faster.
SPEAKER_01 (08:25):
That is so cool.
And I've used that feature in acouple of online courses that
I've taken in the past thathave, and I mean, not six years
ago now, it's it's probably fouryears ago now.
But yeah, it was super cool thatI was actually, I didn't have to
watch the entire QA because mostof it didn't apply to me.
But I could type in a questionor you know, find out what
(08:47):
questions and they would take meto that timestamp, which was
really, really cool.
So I love that.
And I love what you're talkingabout, which is starting with
the problem.
Not enough people are startingwith the problem.
Now, I think one of thechallenges people have is that
stepping back to really see thatthere is a problem, because
again, your client was like,well, nobody watches these, so I
(09:10):
think we're just gonna stopposting them.
But your husband had theopportunity to say, Well, wait,
what's going on here?
The information's valuable.
So we could split that up andmake it accessible and
searchable.
And then it was like, oh, thatmakes sense.
So a lot of times we don't evensee the problem sometimes that
we're running into.
So, how do you recommend peoplefind those problems?
(09:34):
Like, how do you identify itwhen you're just so close to it,
you just take it all forgranted?
SPEAKER_00 (09:39):
I think that there are several things that you need
to look at.
And when you have a program,whether this is an online course
or membership, you know, likewhatever that is that your
clients are going through, Ithink one good step to look at
is in that client journey, inthat customer journey, is there
(09:59):
a place where you feel likeyou're repeating yourself?
Is there a place where you feel,you know, that step, I think
they should be able to do itfaster.
Like, what's the hang up?
Like if you're doing calls andyou're seeing that weeks after
weeks after weeks, people comeback with the same questions.
Those are clues.
Okay, that there might be anopportunity to create a tool to
(10:24):
help them.
Another thing to look at is yournumbers.
So again, depending on on whereyou are in your, I want to say
in the success of your program,in in terms of like, do I have
um testimonials?
Is it easy for me to gettestimonials?
Like, do I even know if peopleget results?
(10:46):
Don't get me started on that.
Most people, especially onlinecourses, they measure success
with the money that they make,but it should be with the
results their clients aregetting.
But guess what?
They don't even know.
So, but in memberships, you knowmore because people will leave
eventually if they don't getresults, right?
So, looking at that, you know, Ican I easily get testimonials,
(11:09):
can I easily get case studies?
How long are people staying inmy program?
Are they recommending me?
So those are all signals thatcan help you see if there is
something, either something thatcould be improved, or something
that you want to improve.
For example, it could be I wantto improve the support system
(11:34):
because I don't want to be doingso many calls, or I wish there
was not always the samequestions coming up over and
over, right?
So it's it's really looking atall these things.
Look at your metrics and look atwhere you're at with your
program.
Are you looking to grow it?
Do you want more of thesetestimonials?
(11:55):
Do you want more people to getresults?
Are you frustrated by that?
Right?
Or are you looking to stand outfrom the competition?
And if that's the case, creatinga different experience inside
and creating AI tools that youcan promote as part of, hey,
we're not just a repository ofcontent.
We actually have tools,accelerator tools inside, right?
(12:18):
That you can use, you know, inyour marketing message to say
that's how we stand out.
That's we invest in our members,in our clients, and create these
tools for them.
So I think it's you want to lookat this.
Is there like a pain alreadysomething you're trying to go
next level with?
And odds are you have this data,right?
SPEAKER_01 (12:35):
It's there, it exists.
You just need to take the timeto look at it.
Definitely do it.
I'm gonna give a couple of protips.
Don't do it while you're tired.
You have to be in a creative,open, curious mindset, right?
So whatever piques yourcuriosity and gets you going,
that's the mindset you need tobe in when you review that data.
(12:56):
Because if you're not and you'rein a plug and chug, and I need
to get all this stuff done andI'm exhausted and there's
nothing else I can do, um,that's not a good time to do
that.
Um, you really want to look atit.
And you, again, you probablyhave all this information
yourself.
I love that.
And I love how you are talkingabout getting testimonials,
right?
(13:17):
And finding out really, is yourprogram a success?
Are people gettingtransformations with it?
Are they getting what youpromised?
Are they making that happen oris there something in the way
that you could maybe take out ofthe way and make happen?
So very, very great stuff.
Thank you.
SPEAKER_00 (13:33):
Yeah.
And I think really the step iskind of like to run a mini audit
on your program.
And if that's something thatscares you because you hate
numbers or you don't know, yououtsource it.
Be resourceful, but it's got toget done.
Like if you want to don't plugin AI just to say, hey, have
plug-in AI, because people arenot looking for this um, you
(13:55):
know, these gimmicks and this,you know, like gamification, you
know, like to put in too many ofthese things just to like make
it fun.
No, people want one thing andone thing only results.
SPEAKER_01 (14:08):
Yeah, I love that.
It's not about the shiny newtool.
I don't get me wrong, I loveshiny new tools and I buy them
all the time.
I joke around.
My husband says I run anot-for-profit because I spend
so much on my AI tools.
He used to say it because I justspent so much time on my
clients, but it's fun, you know.
I I do I do enjoy it, but itisn't about that, right?
That's fun for for me.
(14:29):
Maybe not for you, maybe for notfor others.
And it's not about adding thatshiny object in.
What is going to improveresults?
So I love that.
So let's talk a little bit aboutleveraging AI.
People, it's taken us a whilepost-COVID, right?
Um, to really get back intoconnecting with people and going
(14:52):
to events and things like that.
I don't know if that's happeningas much with where you're at,
but people are really trying toconnect a lot more because I
feel like Zoom and everythingelse virtual has really still
taken over our lives.
Where, I mean, earlier today,I'd sat in one place for I think
three and a half or four hoursbefore I got up.
(15:13):
My hips were a little bit sorebecause I hadn't stood up in so
long, right?
Because I was in front of thecamera.
What are you seeing?
Are we is AI really where weshould be going?
Or should we be leveraging itdifferently to help connect with
people?
SPEAKER_00 (15:28):
What are you seeing?
So, I mean, people will dowhatever people want with AI,
right?
Uh, some people want to use AIto be replaced, so they have
their twins everywhere, youknow.
I don't have to do anything, youknow, talk to my twin.
That's fine.
I don't know if that's gonnawork for very long, right?
The way when we talk about AI asan accelerator, it's also AI as
(15:54):
a tool that can personalizeexperience.
So it's to reconnect withpeople.
And I'll just give you anexample.
One of our latest tools iscalled Podcast LeadFlow.
And its goal is to connect withyour podcast listener, right?
And it is using AI.
So you could be like, okay,well, the best way to connect is
(16:14):
to talk, but you can't talk toyour listener, right?
So what if you could use AI sothat AI could analyze the
episode based on the episode anduse it as knowledge, right?
Come up with three questionsthat it could ask the listener,
and the answers are going toprovide us context, and based on
(16:36):
that, it could send them anemail that is unique to them on
how to apply what we talkedabout based on where they're at.
It's like having the listenersitting next to you, you ask
them three questions, and basedon that, you give them a piece
of coaching.
So now we are using AI toanalyze.
(16:57):
You have like a framework, aformat that you talk about, you
know, during a podcast episode,and then you have a form to help
people implement what you justtalked about, right?
And instead of signing up to afreebie, everybody gets the same
PDF lead magnet, everybody getssomething unique.
So you're leveraging AI topersonalize.
(17:20):
And that's what creates theconnection, you know, it allows
you to connect with the personand start that conversation by
email.
So it's using this analyticalpower, I guess, of AI in
everything that we create uhwith AI.
Um, we are always very cautiousthat AI is not that smart.
(17:43):
I mean, it is not.
Yeah, like it's it always wantsto make you happy.
SPEAKER_01 (17:49):
Always.
SPEAKER_00 (17:49):
You're always right.
Okay.
It's always so it's good for theit's good for the ego.
And you know, even I ran intothis, you know, like I when AI,
you know, Chat GPT came out andall that stuff.
Look, we looked at creatingcontent with AI.
And of course, when you read it,it sounds so much better than
when I write it, especiallyEnglish.
(18:11):
English is not my firstlanguage.
So you're like, oh, that'sbetter, but actually it's it's
not, it's flat, right?
So AI, from all the tools thatwe're creating, needs great
knowledge, and that comes fromus.
So it's human, AI, and thenhuman again.
(18:33):
And I think that's how you weget the best results, basically,
with AI.
And that's how we can talk aboutaccelerating, amplifying.
SPEAKER_01 (18:43):
I really like that.
I love the feature that you'retalking about, and I don't know
if it's available, but if it is,send me a link and we'll put it
in the in the show notes foranybody that has a podcaster is
looking at a podcast and wantsto connect with people.
Because yeah, I mean, the goalis to connect, right?
I mean, people will call me umor email me and say, hey,
(19:03):
Kendra, I've been listening toyour podcast.
I feel like I already know youbecause they've seen me, right?
If they watch the YouTubeversion and they listen to my
voice and I tell stories and Iconnect with them on different
levels, and so they feel likethey know me, but to be able to
connect with them on a deeperlevel, that is just so powerful.
Um, and that's such a neat wayto look at it.
SPEAKER_00 (19:26):
You know, the idea is the same.
We looked into I had a podcast,I have a podcast, it's 147
episodes.
I stopped it.
I haven't posted in 2025, and Idon't think I've posted in 2024.
Why?
Because I couldn't see what thepodcast was doing to my
business.
My clients were saying, Welisten to your podcast, we love
(19:48):
it.
Okay, great.
But I want to connect with thepeople that are listening so
they can come in into my world.
And then Oli has this idea, say,okay, how do we connect them?
Well, what if we could help themwith AI, you know, create that
custom lead magnet, everybodygets its own thing based on
where they're at, because heknew the technology was there,
(20:09):
right?
So now that you can make thatconnection, right?
And you need to not share yourpodcast from Apple and Spotify
because this will get you maybereviews and more downloads, but
they are not gonna get youclients or leads, right?
Because this platform, they onlywant one thing to keep the
(20:30):
listener on their platform.
We want them into our world,right?
So you need to repurpose yourepisodes on your own website or
on a page where you have controlover the next step, right?
So it's it's that same approachof saying that's a problem, how
can we use AI to try to solveit?
SPEAKER_01 (20:49):
I really like that.
And again, I love that you'restressing the point of that's a
problem, how can AI help solveit?
Or how can we solve it, right?
Because it not every problem isAI, but there's a lot that are.
And that's just amazing.
So I I love the tool.
I love that idea.
Well, thank you so much,Natalie.
(21:11):
This has been an amazingconversation about AI and having
it amplify impact and the effectof everything that we're doing,
right?
That personalization is going tobe so important as we move
forward.
And I love how you talk aboutthe human and the process
because yeah, it has to amplifyus.
(21:31):
The content needs to come fromus.
And that is just so, soimportant that I think a lot of
people are overlooking nowadays,also.
So thank you so much for that.
I appreciate it.
Before I let you go though, I dohave to ask you the question
that I ask all of my guests.
And that is this show is calledImperfect Marketing because
marketing is anything but aperfect science.
(21:52):
What has been your biggestmarketing lesson learned?
SPEAKER_00 (21:55):
I think that the biggest the biggest lesson that
I've had really is um that I'vebeen resisting, I'm still I'm
testing things.
You know, there is it's onething to say, oh, I'm just gonna
try many things and stick, seewhat sticks to the wall.
That doesn't really work.
But like when you're runningexperiments, like I have this
(22:16):
hypothesis and this is what Iwant to measure, right?
That's where you can reallystart to see, okay, this worked
or a little bit, or not at all,but it's data that you can keep
using.
So marketing strategy needs tobe clear on what it is you're
trying to measure, because fromthere you are going to get
information, either the resultor not everything is always bad,
(22:40):
right?
There is always something thatcan help you move.
So I just wished globally that Iwould try more things instead of
waiting for it to be perfect,which we know is it's not
possible.
SPEAKER_01 (22:54):
Exactly.
Yes.
No, I love that because youknow, marketing is part art and
part science, right?
So you've got the measurement,you've got that, but you gotta
experiment, right?
You gotta set aside some timeand budget to just do something
and see if you can make ithappen.
So that's awesome.
Well, thank you again, Natalie.
If you guys are looking toconnect with Natalie and learned
(23:16):
something today, which I hopeyou did, please check the
description below the video hereand uh check out her contact
information and the podcast toolshe was talking about, because
that sounds really cool.
And if you learned somethingtoday, it would help me if you
would rate and subscribewherever you're listening or
watching.
Until next time, have a greatrest of your day.
Hi, I'm Kendra Corman.
If you're a coach, consultant,or marketer, you know marketing
is far from a perfect science.
And that's why this show iscalled Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tipsand, of course, lessons learned
along the way.
(00:52):
Hello and welcome back toanother episode of Imperfect
Marketing.
I'm your host, Kendra Corman,and today I'm joined by Natalie
talking about one of my favoritetopics, AI.
And we're going to be talkingabout how AI can help accelerate
results, increase your impact.
And I think that's just soimportant to be talking about.
And I'm really happy to haveyou, Natalie.
(01:14):
Thank you so much for joiningme.
Why don't you tell us a littlebit about yourself and how you
got into AI as an acceleratorand scaling?
SPEAKER_00 (01:23):
Yeah, sure, absolutely.
So thank you so much for havingme, Kendra.
So my name is NathalieDoremieux, and uh I have been in
business for 20 years.
I ran a family business with myhusband and um born in France,
went to live in the US, livedthe American dream, you know, as
they say, as they call it.
(01:45):
You know, we stayed there for 10years, we had three kids there,
moved back to France in 2005,started our business.
Now we were in the US, we werein California, in San Francisco,
Silicon Valley, because we aresoftware engineers, you know,
hence the AI, you know, in thetech that, you know, has been
staying with us, you know,throughout uh the business.
(02:07):
So we really started off as likeum, well, we tried to build
software, that didn't work,massive flop.
Then we got into the onlinespace, building websites, and
very quickly we went intomemberships, e-learning, because
we saw that there was anopportunity to improve, you
know, how people actually learnonline.
(02:28):
And about, I want to say sixyears ago, we started to play
with AI.
So I know you want to know howis this AI you know coming up,
but basically the the whole ideawas like we've always been, you
know, kind of like early atearly stage for things.
So it's always been a challengefor us because you have to
(02:48):
educate people about what iseven possible, you know, which I
think people now start to getwith AI, right?
But it's it's it's basically howit all started was like a client
has had a specific problem.
Can we create a tool?
And we can talk about that likemore specifically, that example
(03:08):
that really triggered the firstAI um product that we actually
created.
SPEAKER_01 (03:14):
Oh, it's very exciting.
So um I'm just gonna say,congratulations on being in
business for more than 20 yearsnow.
Congratulations for doing itwith your husband.
My husband has joined mybusiness and he's been a part of
it for like eight or nine monthsnow.
So, so I get it.
My business has been around forlike more than 12 years, but
(03:36):
again, yes, um, that is just uhjust such an accomplishment.
So, congratulations.
That's just amazing.
And I I love how you would younoted that, yes, when you're on
the cutting edge of things,right?
Or the bleeding edge or howeverfar you're going, right?
You have to educate peoplebecause they really don't
(03:56):
understand it.
And I think a lot of peoplestill don't really understand
AI.
When I'm working with clientsand they're talking about
implementing AI, sometimesthey're just talking about
automation, right?
And they're not even talkingabout AI and what it is.
And so that education piece isso important.
So it's great to hear you talkabout that.
(04:17):
So why don't you talk to meabout that example that you had
started with in yourintroduction?
SPEAKER_00 (04:21):
The way we're approaching AI, and I know we're
gonna talk about AI as anamplifier and accelerator of
results, is AI is one of thesethings that can be like really
um, really scary, right?
Very overwhelming.
I mean, it's a full-time job totry to keep up with everything
that is going on, the new stuff,the stuff that's gone, you know,
(04:41):
new models and stuff like that.
And it's very easy to get busywith AI and not getting any
results.
So one of the things that Ithink we've done a pretty good
job at is really looking attools uh as solutions to a
problem.
So instead of saying, oh, I needto get into AI because it's the
(05:03):
trend, you know, I'm I want AIbecause everybody has it.
No, why don't you reframe thatand say, can AI help me solve a
specific problem, do somethingfaster, make me more consistent
at doing something, relieve mysupport system, you know.
(05:24):
So when you look at it this way,then you're looking at problem
solution, you're already notlooking at tools, you're looking
at what is it in my business, inmy system that I want to try to
improve, and then you look for atool for that, and that is so
much easier.
So that first uh tool that wecreated came from a client.
(05:49):
So that's one of the clients wewere building a membership for.
They were doing calls, you know,regular calls, and they would be
putting replays inside theportal.
And at some point they said, youknow what, I don't know if I'm
gonna keep putting the replaysbecause nobody watches them.
I'm like, good point.
It's true, right?
People don't go back, oh, let mejust watch a replay.
(06:10):
No, right?
So my husband, who's the personthat you know really gets the
ideas, was like, okay, is theresomething that we can do?
And we're talking six years ago,right?
At least, definitely pre-COVID,like several years pre-COVID,
back where AI was not as easy touse as right now, where we
(06:32):
didn't have all the models, allthe tools at our disposal,
right?
So the idea came that okay, canwe create a tool that would help
people find information thatthey're looking for in those
replays?
So imagine you're in a QA call,you ask a question to your
coach, and the coach replies,okay, Natalie, what is your
(06:54):
question?
Blah, blah, blah.
Being able then to go back onthe portal and say, type Natalie
or something, and it would showyou all the QA calls where
Natalie was mentioned, and itwould play the video exactly at
the place where it was said, sothat you could quickly go back.
So now we had like a tool wherepeople could actually use it to
(07:20):
find information that they arelooking for versus watching
replace.
And that completely changed thegame.
Because when you think about it,especially in the e-learning
space, you are going through aprogram, right?
So you're learning or watchingvideos, and then hopefully you
go and implement, right?
And you might need to go back,but you don't remember if it's
(07:40):
module two, lesson three, orlike video, right?
So being able to go back andask, uh, like it's very like the
pre pre-precursor of like a bot,if you will, where you could
say, you know, like, where areyou talking about this?
We have another client where itwas home designing, you know,
and things like that.
(08:01):
So you could say, you know, likecolor white.
Like, I know I want to pick mywhite color for my paint.
I know she talks about thedifferent types of white.
I can't remember what it is.
Type white.
Oh, that's that video.
Boom, it plays where it'smentioned.
So it's how do you quickly getpeople access to inform to the
information that they arelooking for?
(08:21):
And therefore, that's exactlywhat gets them results faster.
SPEAKER_01 (08:25):
That is so cool.
And I've used that feature in acouple of online courses that
I've taken in the past thathave, and I mean, not six years
ago now, it's it's probably fouryears ago now.
But yeah, it was super cool thatI was actually, I didn't have to
watch the entire QA because mostof it didn't apply to me.
But I could type in a questionor you know, find out what
(08:47):
questions and they would take meto that timestamp, which was
really, really cool.
So I love that.
And I love what you're talkingabout, which is starting with
the problem.
Not enough people are startingwith the problem.
Now, I think one of thechallenges people have is that
stepping back to really see thatthere is a problem, because
again, your client was like,well, nobody watches these, so I
(09:10):
think we're just gonna stopposting them.
But your husband had theopportunity to say, Well, wait,
what's going on here?
The information's valuable.
So we could split that up andmake it accessible and
searchable.
And then it was like, oh, thatmakes sense.
So a lot of times we don't evensee the problem sometimes that
we're running into.
So, how do you recommend peoplefind those problems?
(09:34):
Like, how do you identify itwhen you're just so close to it,
you just take it all forgranted?
SPEAKER_00 (09:39):
I think that there are several things that you need
to look at.
And when you have a program,whether this is an online course
or membership, you know, likewhatever that is that your
clients are going through, Ithink one good step to look at
is in that client journey, inthat customer journey, is there
(09:59):
a place where you feel likeyou're repeating yourself?
Is there a place where you feel,you know, that step, I think
they should be able to do itfaster.
Like, what's the hang up?
Like if you're doing calls andyou're seeing that weeks after
weeks after weeks, people comeback with the same questions.
Those are clues.
Okay, that there might be anopportunity to create a tool to
(10:24):
help them.
Another thing to look at is yournumbers.
So again, depending on on whereyou are in your, I want to say
in the success of your program,in in terms of like, do I have
um testimonials?
Is it easy for me to gettestimonials?
Like, do I even know if peopleget results?
(10:46):
Don't get me started on that.
Most people, especially onlinecourses, they measure success
with the money that they make,but it should be with the
results their clients aregetting.
But guess what?
They don't even know.
So, but in memberships, you knowmore because people will leave
eventually if they don't getresults, right?
So, looking at that, you know, Ican I easily get testimonials,
(11:09):
can I easily get case studies?
How long are people staying inmy program?
Are they recommending me?
So those are all signals thatcan help you see if there is
something, either something thatcould be improved, or something
that you want to improve.
For example, it could be I wantto improve the support system
(11:34):
because I don't want to be doingso many calls, or I wish there
was not always the samequestions coming up over and
over, right?
So it's it's really looking atall these things.
Look at your metrics and look atwhere you're at with your
program.
Are you looking to grow it?
Do you want more of thesetestimonials?
(11:55):
Do you want more people to getresults?
Are you frustrated by that?
Right?
Or are you looking to stand outfrom the competition?
And if that's the case, creatinga different experience inside
and creating AI tools that youcan promote as part of, hey,
we're not just a repository ofcontent.
We actually have tools,accelerator tools inside, right?
(12:18):
That you can use, you know, inyour marketing message to say
that's how we stand out.
That's we invest in our members,in our clients, and create these
tools for them.
So I think it's you want to lookat this.
Is there like a pain alreadysomething you're trying to go
next level with?
And odds are you have this data,right?
SPEAKER_01 (12:35):
It's there, it exists.
You just need to take the timeto look at it.
Definitely do it.
I'm gonna give a couple of protips.
Don't do it while you're tired.
You have to be in a creative,open, curious mindset, right?
So whatever piques yourcuriosity and gets you going,
that's the mindset you need tobe in when you review that data.
(12:56):
Because if you're not and you'rein a plug and chug, and I need
to get all this stuff done andI'm exhausted and there's
nothing else I can do, um,that's not a good time to do
that.
Um, you really want to look atit.
And you, again, you probablyhave all this information
yourself.
I love that.
And I love how you are talkingabout getting testimonials,
right?
(13:17):
And finding out really, is yourprogram a success?
Are people gettingtransformations with it?
Are they getting what youpromised?
Are they making that happen oris there something in the way
that you could maybe take out ofthe way and make happen?
So very, very great stuff.
Thank you.
SPEAKER_00 (13:33):
Yeah.
And I think really the step iskind of like to run a mini audit
on your program.
And if that's something thatscares you because you hate
numbers or you don't know, yououtsource it.
Be resourceful, but it's got toget done.
Like if you want to don't plugin AI just to say, hey, have
plug-in AI, because people arenot looking for this um, you
(13:55):
know, these gimmicks and this,you know, like gamification, you
know, like to put in too many ofthese things just to like make
it fun.
No, people want one thing andone thing only results.
SPEAKER_01 (14:08):
Yeah, I love that.
It's not about the shiny newtool.
I don't get me wrong, I loveshiny new tools and I buy them
all the time.
I joke around.
My husband says I run anot-for-profit because I spend
so much on my AI tools.
He used to say it because I justspent so much time on my
clients, but it's fun, you know.
I I do I do enjoy it, but itisn't about that, right?
That's fun for for me.
(14:29):
Maybe not for you, maybe for notfor others.
And it's not about adding thatshiny object in.
What is going to improveresults?
So I love that.
So let's talk a little bit aboutleveraging AI.
People, it's taken us a whilepost-COVID, right?
Um, to really get back intoconnecting with people and going
(14:52):
to events and things like that.
I don't know if that's happeningas much with where you're at,
but people are really trying toconnect a lot more because I
feel like Zoom and everythingelse virtual has really still
taken over our lives.
Where, I mean, earlier today,I'd sat in one place for I think
three and a half or four hoursbefore I got up.
(15:13):
My hips were a little bit sorebecause I hadn't stood up in so
long, right?
Because I was in front of thecamera.
What are you seeing?
Are we is AI really where weshould be going?
Or should we be leveraging itdifferently to help connect with
people?
SPEAKER_00 (15:28):
What are you seeing?
So, I mean, people will dowhatever people want with AI,
right?
Uh, some people want to use AIto be replaced, so they have
their twins everywhere, youknow.
I don't have to do anything, youknow, talk to my twin.
That's fine.
I don't know if that's gonnawork for very long, right?
The way when we talk about AI asan accelerator, it's also AI as
(15:54):
a tool that can personalizeexperience.
So it's to reconnect withpeople.
And I'll just give you anexample.
One of our latest tools iscalled Podcast LeadFlow.
And its goal is to connect withyour podcast listener, right?
And it is using AI.
So you could be like, okay,well, the best way to connect is
(16:14):
to talk, but you can't talk toyour listener, right?
So what if you could use AI sothat AI could analyze the
episode based on the episode anduse it as knowledge, right?
Come up with three questionsthat it could ask the listener,
and the answers are going toprovide us context, and based on
(16:36):
that, it could send them anemail that is unique to them on
how to apply what we talkedabout based on where they're at.
It's like having the listenersitting next to you, you ask
them three questions, and basedon that, you give them a piece
of coaching.
So now we are using AI toanalyze.
(16:57):
You have like a framework, aformat that you talk about, you
know, during a podcast episode,and then you have a form to help
people implement what you justtalked about, right?
And instead of signing up to afreebie, everybody gets the same
PDF lead magnet, everybody getssomething unique.
So you're leveraging AI topersonalize.
(17:20):
And that's what creates theconnection, you know, it allows
you to connect with the personand start that conversation by
email.
So it's using this analyticalpower, I guess, of AI in
everything that we create uhwith AI.
Um, we are always very cautiousthat AI is not that smart.
(17:43):
I mean, it is not.
Yeah, like it's it always wantsto make you happy.
SPEAKER_01 (17:49):
Always.
SPEAKER_00 (17:49):
You're always right.
Okay.
It's always so it's good for theit's good for the ego.
And you know, even I ran intothis, you know, like I when AI,
you know, Chat GPT came out andall that stuff.
Look, we looked at creatingcontent with AI.
And of course, when you read it,it sounds so much better than
when I write it, especiallyEnglish.
(18:11):
English is not my firstlanguage.
So you're like, oh, that'sbetter, but actually it's it's
not, it's flat, right?
So AI, from all the tools thatwe're creating, needs great
knowledge, and that comes fromus.
So it's human, AI, and thenhuman again.
(18:33):
And I think that's how you weget the best results, basically,
with AI.
And that's how we can talk aboutaccelerating, amplifying.
SPEAKER_01 (18:43):
I really like that.
I love the feature that you'retalking about, and I don't know
if it's available, but if it is,send me a link and we'll put it
in the in the show notes foranybody that has a podcaster is
looking at a podcast and wantsto connect with people.
Because yeah, I mean, the goalis to connect, right?
I mean, people will call me umor email me and say, hey,
(19:03):
Kendra, I've been listening toyour podcast.
I feel like I already know youbecause they've seen me, right?
If they watch the YouTubeversion and they listen to my
voice and I tell stories and Iconnect with them on different
levels, and so they feel likethey know me, but to be able to
connect with them on a deeperlevel, that is just so powerful.
Um, and that's such a neat wayto look at it.
SPEAKER_00 (19:26):
You know, the idea is the same.
We looked into I had a podcast,I have a podcast, it's 147
episodes.
I stopped it.
I haven't posted in 2025, and Idon't think I've posted in 2024.
Why?
Because I couldn't see what thepodcast was doing to my
business.
My clients were saying, Welisten to your podcast, we love
(19:48):
it.
Okay, great.
But I want to connect with thepeople that are listening so
they can come in into my world.
And then Oli has this idea, say,okay, how do we connect them?
Well, what if we could help themwith AI, you know, create that
custom lead magnet, everybodygets its own thing based on
where they're at, because heknew the technology was there,
(20:09):
right?
So now that you can make thatconnection, right?
And you need to not share yourpodcast from Apple and Spotify
because this will get you maybereviews and more downloads, but
they are not gonna get youclients or leads, right?
Because this platform, they onlywant one thing to keep the
(20:30):
listener on their platform.
We want them into our world,right?
So you need to repurpose yourepisodes on your own website or
on a page where you have controlover the next step, right?
So it's it's that same approachof saying that's a problem, how
can we use AI to try to solveit?
SPEAKER_01 (20:49):
I really like that.
And again, I love that you'restressing the point of that's a
problem, how can AI help solveit?
Or how can we solve it, right?
Because it not every problem isAI, but there's a lot that are.
And that's just amazing.
So I I love the tool.
I love that idea.
Well, thank you so much,Natalie.
(21:11):
This has been an amazingconversation about AI and having
it amplify impact and the effectof everything that we're doing,
right?
That personalization is going tobe so important as we move
forward.
And I love how you talk aboutthe human and the process
because yeah, it has to amplifyus.
(21:31):
The content needs to come fromus.
And that is just so, soimportant that I think a lot of
people are overlooking nowadays,also.
So thank you so much for that.
I appreciate it.
Before I let you go though, I dohave to ask you the question
that I ask all of my guests.
And that is this show is calledImperfect Marketing because
marketing is anything but aperfect science.
(21:52):
What has been your biggestmarketing lesson learned?
SPEAKER_00 (21:55):
I think that the biggest the biggest lesson that
I've had really is um that I'vebeen resisting, I'm still I'm
testing things.
You know, there is it's onething to say, oh, I'm just gonna
try many things and stick, seewhat sticks to the wall.
That doesn't really work.
But like when you're runningexperiments, like I have this
(22:16):
hypothesis and this is what Iwant to measure, right?
That's where you can reallystart to see, okay, this worked
or a little bit, or not at all,but it's data that you can keep
using.
So marketing strategy needs tobe clear on what it is you're
trying to measure, because fromthere you are going to get
information, either the resultor not everything is always bad,
(22:40):
right?
There is always something thatcan help you move.
So I just wished globally that Iwould try more things instead of
waiting for it to be perfect,which we know is it's not
possible.
SPEAKER_01 (22:54):
Exactly.
Yes.
No, I love that because youknow, marketing is part art and
part science, right?
So you've got the measurement,you've got that, but you gotta
experiment, right?
You gotta set aside some timeand budget to just do something
and see if you can make ithappen.
So that's awesome.
Well, thank you again, Natalie.
If you guys are looking toconnect with Natalie and learned
(23:16):
something today, which I hopeyou did, please check the
description below the video hereand uh check out her contact
information and the podcast toolshe was talking about, because
that sounds really cool.
And if you learned somethingtoday, it would help me if you
would rate and subscribewherever you're listening or
watching.
Until next time, have a greatrest of your day.
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