August 18, 2025 • 44 mins
Carlos Corrador shares his journey from aspiring lawyer to founding Condor Agency, a specialized marketing firm for B2B tech services companies. We explore how deep specialization, personal branding, and adapting to AI are critical for survival in today's rapidly changing business landscape.
• Started as a sports journalist in Venezuela before discovering digital marketing through website building
• Moved to Chicago for a master's in digital marketing before founding Condor Agency
• Specializing in a niche is crucial - "the riches are in the niches"
• Marketing effectively requires understanding who your ideal customer is before investing in campaigns
• Personal branding requires focusing on an industry or specific topic where you can provide unique insights
• Content should provide deeper value than what people can get from ChatGPT
• The "crawl, walk, run" approach ensures businesses build proper foundations before scaling marketing efforts
• Paid promotion of specialized content can put you in front of decision-makers who would never find you organically
• With AI disrupting traditional roles, specialists will survive while generalists may struggle
• Focusing on what AI cannot yet do well positions you to thrive during technological disruption
Find Carlos at condoragency.com or connect with him on LinkedIn.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
How's it going, carlos?
It's great to get you on thepodcast.
I think today will be a veryinteresting discussion.
It's a bit of a change for myaudience.
Recently I had on some ex-CIAspies.
I've had on some you know, tophackers in the world that have
done things that you know arejust insane.
They're so out of reach thatpeople can't even believe it,
(00:23):
and today we have a marketingspecialist.
That shifts gears a little bit,but it's very valuable
information.
Speaker 2 (00:31):
Yeah, thanks for having me, Joe.
Yeah, I'm glad.
I think it's good to you know,maybe like a topic that is not
the day-to-day of the podcast,but I'm sure you know, a lot of
people are not only, you know,geeking out about cybersecurity,
you know, but also how to growa company, how to get more
clients.
B2e has its particular, youknow, it's interesting and has a
(00:54):
particular way long salescycles and especially
cybersecurity.
So, yeah, looking forward tothe discussion.
Speaker 1 (01:01):
Yeah, definitely.
So you know, I start everyoneoff with telling their
background right now.
It's not an IT background,obviously, but you know what did
you get started in?
You know what made you kind ofgo down the marketing path.
Was it like an easy, like aneasy next step where you know
it's kind of like you're you're,you know, in college, you're in
university and you know youwant to, you know you want to go
into the business realm andmarketing is kind of just like
the easiest route to you knowit's kind of like you're you're,
(01:22):
you know, in college, you're inuniversity and you know you
want to, you know you want to gointo the business realm and
marketing is kind of just likethe easiest route to get in
there.
And then you stick there.
Speaker 2 (01:32):
Yeah, not necessarily .
I was actually going to be alawyer.
I grew up in Venezuela but Ialways, you know, kind of knew
that I would end up living inthe US.
So I decided not to go for lawschool in Caracas because then,
you know, I would have to do 10years again or whatever in the
US, right?
So it's like, okay, let's do,you know, let's do communication
.
I like sports a lot, so Istarted as a sports journalist
(01:54):
and then I didn't likejournalism that much, but I did
like the sports aspect.
I started building websites forstatistics and really a
publisher, trying to be like theespn of venezuela and the
baseball is big, you know, invenezuela, so try to build
around that.
And then, you know, I startedlearning about digital marketing
, right, okay, how do I?
How do we drive traffic tothese pages?
(02:16):
I, I saw the amount of datathat was available and that's
really how I got into it and Iloved it and I loved the amount
of data that was available.
I moved, moved then to Chicagoto get a master's in digital
marketing, worked in a couple ofagencies there and then I
started Condor around eightyears ago and, you know, out of
coincidence, our first couple ofclients were not only in B2B
(02:37):
but in tech services, offering afew cybersecurity products.
So you know we focus on thatniche, you know, and that you
know.
That's really.
That's the story behind how wegot into it.
Speaker 1 (02:50):
Yeah, it's interesting.
There's a couple, you know,there's a couple things there
that you said right, where youknow you followed your passion
to some extent.
You know, you kind of I reallyrelate to you going to
university to actually be alawyer, right, because I started
my university career, I guess,trying to be a doctor, right,
(03:10):
and then I figured out, you know, I can't pass chemistry,
biology and calculus all at thesame time.
I kind of have to choose.
Oh and physics.
I left one out, right, likelet's make it as hard as
possible in one semester, and ofcourse I'm not going to pass
them all.
But you shifted, you know, youshifted your approach, and I
feel like there's a lot ofpeople out there that you know
(03:33):
go to the university and theytell people around them, they
tell their family, their friends, their close ones, yeah, I'm
gonna go be a doctor.
You know I'm gonna go be alawyer, right, and maybe those
people believe in them too.
I'm going to go be a doctor.
You know I'm going to go be alawyer, right, and maybe those
people believe that I'm too, andnow they feel stuck, right, and
they feel stuck because theydon't want to do it anymore,
they can't do it Right and theydon't want to switch.
And so, like I personally knowpeople that you know went to,
(03:57):
went to med school, you know,didn't like get a, get a, get a
apprenticeship or whatever it is, you know, being a doctor, you
know.
Or or someone that tried to getinto med school three, four,
five times and didn't get in andthey just couldn't give it up
Right.
So, being able to, you know,assess and be honest with
(04:18):
yourself and shift right,because that's a scary thing,
you know, it's something that alot of people don't, don't
really talk about.
Speaker 2 (04:26):
Yeah, and for me, more than shifting, let's say,
one majors or even career path,is it was really getting into
entrepreneurship, right, likeyou know, having to hire people,
right, having to hire agencies.
That's really what changed thegame for me, because whether you
are in marketing or in law, orlike, if you, uh, yeah, there's
(04:51):
different in mindset, in in theattitude, in the grind, in the
not to take no for an answerwhen you work for a company and
when you are really going at iton your own right.
So for me, for me, that wascrucial.
But, yeah, I hear you andthere's a lot of things you know
.
For example, I think inmarketing a lot of that happens
too, right, a lot of, yeah, alot of people go to college for
(05:12):
marketing but a lot of peopleend up in marketing because,
again, you know, they needed togrow the business, right?
So, whether you are the founderor whether you are the practice
leader, the expert, you know.
Ultimately, you know, I alwayssay marketing is easy to learn,
relatively easy to learn.
Yeah, there's sometechnicalities and stuff, but,
like, ultimately, you know, theimportant thing is it's way more
(05:33):
important to know the industry,the business, your company,
your differentiators, yourcompetition and then you know,
then it will be relatively easyto adapt that and do good
marketing.
Speaker 1 (05:46):
Yeah, that's interesting that you say it like
that, you know, because so I, Istarted this podcast four and a
half years ago.
At this point, right, I Ididn't really put any money
behind it in terms of marketingbecause I always just thought,
over time, it'll grow, it'lldevelop.
You know, I don't have to doanything right.
It it'll grow, it'll develop.
You know I don't have to doanything right, it'll snowball.
(06:07):
And that's true to an extent.
But at how the internet isnowadays, right as how saturated
the space is, you actually needto, you know, put some
marketing behind it and whatnot.
And recently, you know, when Iactually started to do that, I
mean, I've, I've seen, I've seenmy platform grow, you know,
(06:29):
from from a very small amount ofsubscribers relatively to being
very quickly to be one of thetop.
You know, security podcasts Ihave the content right, like I
feel like the interview qualityis there, but the numbers
weren't there, right.
And so once I shifted and I waslike, well, I have nothing to
lose, why don't I put a couplehundred bucks towards this thing
(06:52):
?
And if it doesn't work, whatdoes it matter?
And of course, or maybe not ofcourse, but thankfully it's
paying off.
And now I kind of learned alittle bit better, like, oh,
okay, I have to, like I actuallyhave to market myself, you know
.
Speaker 2 (07:09):
Yeah, I love to hear that it worked out.
What did you do exactly?
What did you do differently?
Speaker 1 (07:16):
Yeah, so there's a few things right.
So the mentality behind mypodcast is that I am not afraid
to change things, you know, trynew things right, completely
remove them or whatever it mightbe, because my view is I have
(07:36):
nothing to lose.
Right, I have nothing to lose.
If it works out great, I have.
I have everything to gain.
If it doesn't work out, I'm inthe same spot, so what does it
matter?
And so I've really shifted myapproach to content overall.
I bring on people that I'minterested in talking to, that
have interesting experiences, avariety of experience.
(08:00):
Youtube Shorts has been real bigfor the channel lately,
chopping up the longer formpodcasts into smaller five, 15
minute content segments.
That's helpful and it happensnaturally.
I'm sure that we just did two,three segments right there and
it's going to, you know, workitself out, you know.
(08:21):
But also automating that to anextent where you know cause I'm
I have a full-time job right,like this isn't my full-time job
or anything like that.
I have two little kids at home,so it's like I need to kind of
like upload this file and have,you know, some magic behind the
scenes that does everything forme.
So really, I think doing that,getting that content, pipeline
(08:46):
down and then adding on themarketing budget for ads and
whatnot Google ads, youtube adswhich, honestly, until a couple
months ago, I didn't even knowthat that was a thing to be
completely honest.
Adding that on right, likethat's I think that's what's,
(09:07):
you know, completely attributedto it, right.
And now I'm now I'm workingthrough or thinking through like
a content life cycle, right, soI'm doing all these podcasts.
Well, what if someone wants to,you know, read a blog about a
topic that we talked about onthis show?
Right, I'm marketing, orsomething like that.
And, you know, maybe theydiscovered the blog before the
podcast.
So here's the link to thepodcast and all that sort of
(09:27):
stuff, right, so, workingthrough all of that, and that's
something completely differentfrom what I'm used to,
completely different from whatI'm trained on, right.
So it's definitely been alearning experience.
Speaker 2 (09:40):
No, and, as you mentioned, you know you need
both.
Right, because you can do allof that.
But if you don't have a goodproduct, if you don't have good
content, good guests, goodconversations, I mean it won't
work Right.
But yeah, you can have a goodcustomer.
It will definitely take moretime to grow organically.
You could do it right.
But you need a lot morepatience.
(10:02):
A lot of times I think amisconception is like, well, I'm
not spending any money.
No, you are.
I mean here, you know you haveto find the guests, right.
You have to pre-interview,prepare the episode, then you
have to record it, then you haveto edit it and publish it and
redistribute it.
I mean there's a few hours, youknow, for one episode, it's a
(10:25):
few hours, right?
So, as you mentioned, if youalready I don't know how much
you want to put on an hourlybasis, you want to put $100,
$500, whatever, it might beright.
But then I don't know, let'ssay that it adds to 500, I don't
know whatever.
Just put a couple hundred extrato go from probably.
Multiply it by three, five oreven 10x.
You know the reach that youhave just by increasing, let's
call it, the budget by a third,you know.
(10:48):
So I think you hit the nail inthe head by going with those
promotion channels and I thinkthat's again it's something that
it's often.
Yeah, there's somemisconception.
You know people, not only withpodcasts but in general with
content right, used to be allschool blog posts but now it's
like videos and white papers andinterviews and guides and lead
(11:11):
magnets and, yeah, it's greatcontent, but then you know they
don't go that extra mile rightTo really X the output.
Speaker 1 (11:20):
Yeah, yeah, yeah, that's a really good point.
You know, and I kind of want toget your, get your take on on
this, right, how do you marketyourself If you're just an
individual trying to get outthere?
Right, because in the spaceright now, you know, really, the
(11:40):
market is oversaturated withprofessionals and there's not
enough jobs available foreveryone, and so you're
constantly in a situation whereit's you up against hundreds of
other candidates and what canyou do, just starting out, maybe
with little money or no money,to separate yourself beyond the
(12:01):
skills?
Right, is it just regular posts?
Or, in your opinion, right,Because that's like personal
marketing, that's like personalbranding, and I feel like
everyone needs personal brandingto some extent.
You know, like they need to beable to.
You know, a potential employerneeds to be able to look them up
and say, oh, they have a GitHubrepository, let's go look at
their GitHub projects.
(12:21):
Or you know, oh, they did thisbody of of work, you know what?
What does that look like?
Speaker 2 (12:27):
yeah, I think the the most important thing is to
specialize, to be very niche,right.
So, for example, in marketing,you know you cannot talk about
all things marketing, especiallyif you're not the most famous
guru of marketing.
You know which, even I don'tthink there is one right like
(12:48):
there's some people that arewell known, like gary v, for
example.
He's more like.
Even him is more in, likesocial media, right, and
especially like, if, again, youknow that's not going to be the
case of the people that arelistening or the people that
you're providing this advice,right.
So really focus on either anindustry or a topic that that
(13:11):
industry and even better if it'sboth right and then start
providing essentially freeadvice.
You know, on LinkedIn, as youmentioned, youtube channel, not
dumb it down, but, yeah, tellthe story in a way that it's
understood.
I think, in particular techservices, people get into the
industry jargon and you know, atthe end, you know it's humans
that are consuming theinformation, right?
(13:32):
So the more human you are, themore if you talk like a normal
person, right, and obviously youprovide value in terms of the
content that you're sharing.
I think that's the mostimportant thing, and especially
now with AI and, in particular,people finding their answers in
ChatGPT or even when they'regoing to Google, they're finding
(13:53):
their answers in the AIsummaries of Google, right?
When they go to a human insteadof going to ChatGPT or Google
summaries, it's because theydon't want an encyclopedia out
of a human right.
Like, you're not going tocompete with ChatGipiti, right?
You want to bring, like, astrong point of view based on
your experience, based on thework that you've done with
clients, based on the projectthat you're working now, what's
(14:14):
working exactly?
How?
Right?
Chagipiti doesn't have access to, necessarily to that
information, so it's going onelayer deeper, right, and really
be the thought leader andhopefully have some even
original research, original data, right, even if it's, for
example, in this case, yourpodcast.
Right, if you do a white paperbased on a hundred interviews
(14:35):
with IT executives, that's youroriginal research, right, and
then you know, perhaps evenChagiPT will cite you, as
opposed to just saying, okay,why is cybersecurity important?
Those type of questions, thoseare being answered by Chagipiti.
But, like, okay, cybersecurityfor digital marketing agencies
(14:57):
of this size that are dealingwith clients that are HIPAA
compliant?
Okay, now you got my attentionand me, if I'm a digital
marketing agent that work.
You know that I'm interested inthat.
I'm going to follow that person, right, I'm going to follow
that person and I'm going toreally look up to him as the
expert in that, because there'sprobably no other person that is
branding themselves like thatand when I need that, I'm so.
(15:21):
I mean, I think that would be agood place to start.
Speaker 1 (15:25):
Yeah, no, that makes a lot of sense, you know, and
when you break it down like that, it almost sounds too easy, too
common sense, right, and I'llsay it because you know, I heard
someone tell me recently, right, that you know he wanted to do
(15:45):
something unique, something thatyou know hasn't been done
before.
Why waste my time, you know, onsomething that there's 1000
other companies for and whatnot?
You know, and I had to explainit to him like this like, look,
you know, you could spend 40, 50, 60 years creating something
brand new, right?
You absolutely could, or youcould, take a template from
(16:08):
other people, take that templateand tweak it, make it your own
and build off of that, right,there's two different ways about
it, you know.
And he was kind of, you know,thrown off, right, because I
immediately gave him the exampleyou know.
So, like I have, you know,obviously, the South Security
Consulting LLC and I actuallyprovide some consulting services
(16:31):
to different companies, largeand small, not a marketing gig.
But I gave him that examplewhere, hey, I'm a one-person
company, I have a specialty inthis area, I do it really well,
it's proven, right, companieshave paid me to do it for them
and whatnot.
Why would I start that LLC withthat same mindset?
(16:53):
Because I mean there's a bigfour, right PwC, deloitte, I
mean KPMG, ey, right.
Why am I going to be chosenabove and beyond them?
And there's differentiators forsure.
I mean you're not spending $500an hour with me.
If my time gets that valuable,that would be something really
(17:17):
impressive, but it is not thatvaluable.
But you have to not be afraidof doing the same thing a little
different, making it your ownand growing and building it out.
I have a friend that did theexact same thing.
He actually started his companyright around the same time that
I started mine and he's builtit out to a pretty good size
(17:38):
managed services provider and Imean he has a lot of customers,
a lot of clients.
I mean we started at the sametime.
He just approached itdifferently and he had different
backing and whatnot.
And I'm learning as I go.
Right, he had more experiencein that area than me.
Still, we both have value inthe marketplace.
Speaker 2 (17:58):
No, totally, and that's one of the things that I,
you know, coming from adifferent country, I moved to
the US in my 20s and obviously,you know, I knew, or I thought I
knew, what I was getting intoin terms of, ok, this is the
biggest economy in the world andthe opportunities, but also,
you know, everything is invented.
You could think, right, it'slike, as you mentioned, right,
you want to get into an industry.
(18:19):
Yeah, there's a lot of peoplethat have been doing services in
that industry for years, butthere's a space, you know, and
that's what I realized when Iwas working in the other
agencies in Chicago.
They were serving enterprisecustomers and I saw the type of
work that we would do formid-market companies and they're
like yeah, you know they'reunimportant, right?
If they're not, you know,fortune 1000 companies, it's
(18:41):
like we don't really care.
And I understand, right,because they have so big, the
big whales is Fortune 1000.
So percentage-wise in theirrevenue, in their growth, it
doesn't mean much, but for me itwould have meant a lot.
You know, a $30,000 project forme would have meant a lot.
Yeah, you know.
So that's you know then, okay,I'm not competing, you know, to
(19:05):
go with Fortune 1000 companies.
I'm positioning to add value tomid-market right, which you know
, not to say that I'm the onlyagency doing that, but there's
room, right, especially when youbring certain experience and
you can say that you've workedwith enterprise before.
So every person, they have tofind that unique experience and
positioning to add value to thatniche.
(19:27):
And yeah, I listened to one ofthe podcasts that they helped
you find a vertical.
It's called deep specializationand you know they always say
the riches are in the niches.
You know you cannot beeverything for everybody, but if
you find the right niche withthe right knowledge to provide
them and the way to add value,you know you could really grow,
(19:51):
you know your business, just byfocusing on the right again and
the right niche.
Speaker 1 (19:56):
So, right, yeah, it's interesting that you said that,
because you know, I talked tosomeone last week that he is
slash, was a malware researcher,right, and we're both in
security.
We're both in the same fieldtechnically, right, but we have
(20:16):
two very different specialties.
And he told me straight up he'slike if a client came to me and
said that I needed cloudsecurity services or a cloud
security assessment, I'd bedirected on to you.
I'm not taking on that.
My specialty is on breakingdown, you know malware, reverse
(20:37):
engineering it, knowing itinside and out, providing fixes
for it.
You know all that sort of stuff, right, and those are two very
different niches.
And this is actually why I lovecybersecurity, because there's
so many different specialtiesthat you could go into that that
have completely different skillsets.
(20:58):
I mean the tools that he uses.
I know of the tools andeverything right.
The last time I used any ofthose tools were in 2017, 2018,
when I was getting my master'sdegree, and they kind of give
you that, you know, 100 footview of the domain, right, but I
haven't fired that stuff upsince then, I haven't touched it
.
I've thought about doing it,but then I'm like man, I
(21:20):
actually know how much work thatgoes into that.
I'm not doing it right's awhole niche, that's a whole
specialty, you know, and I feellike everyone has one, and it
can be the same, you know, asother people.
You just have to.
You have to approach itdifferently yeah, no, that's a
great example.
Speaker 2 (21:41):
And then people, they will see you as the authority,
right, it's like when I, when II was telling you I started as a
journalist and as a sportsjournalist.
And let's say you do that today, right, do you think you're
going to get somewhere tweeting?
Oh, the Yankees won.
You know this guy, they had agreat start with this guy.
They're pitching well.
Their starting pitchers aregreat or not.
(22:02):
You know pitchers are great ornot.
You know that's what thousandsof comments are already saying.
But let's say you focus on elbowinjuries right, for pitchers,
and really understand that,right, and really write about
that.
And then the other riders thathave been there for years when
there is an injury and they wantto know exactly how much time
the pitcher is going to be at,they're going to look for you,
(22:24):
right, they're going to followyou and they're going to cite
you and they're going to see youas the expert.
But you cannot be wasting yourtime talking about home runs and
who are the favorites to winthe division and trades and
budgets.
No, you need to focus and thenfocus on not only injuries elbow
injuries for pitchers, forexample, or maybe injuries, I
(22:44):
don't know.
I think each person will get todecide what's niche enough, but
usually you know when in doubterr on the side, you know even
more.
Speaker 1 (22:55):
Yeah, yeah, you said two things there that I want to
touch on, right.
So one, you know it'sinteresting, you brought up the
sports.
You know journalism part One,you know it's interesting, you
brought up the sports, you knowjournalism part, right, because
that's 100% correct.
There's a thousand people outthere that are saying the
(23:19):
Yankees won, this happened,there's an injury, whatever,
right.
And then you go and look atAdam Schefter and his posts,
right, he has that inside thelocker room, feel.
This guy is talking to thetrainer that's diagnosing this
guy.
He's talking to the doctorthat's going to perform the
surgery.
He's talking to the coaches andyou know everyone, right, he's
talking to all of them.
So there's a thousand differentpeople, millions probably just
(23:42):
saying the basic stuff.
And then then you have AdamSchefter, who's the authority,
right, who goes on ESPN, whogoes on Pat McAfee show, who
goes on all these these you knowdifferent platforms, and gives
the literal, you know truth,right, of exactly what it is and
what you can expect when he canexpect to come back.
What's he doing in theoffseason to rehab and
(24:04):
everything.
I mean, like that insight, youknow, is invaluable to a
superfan.
You know, like I'm telling youright now, I'm a huge, huge
Bears fan, right, somethinghappens to Caleb Williams which
I hope never happens, right?
I want to know, I want to knowevery day, right, what's he
doing today?
You know what's he eating toget better, right?
Like did he doing today?
(24:24):
You know what's he eating toget better, right.
Like, did he stretch today?
Was he a little tight today?
You know, I want to hear allthat stuff, right, but that's,
it's really fascinating.
And then you know the other part, right, is becoming that
authority source or thatauthoritative source on that
topic, on that topic.
(24:50):
And I remember, I remember whenI was starting my LLC and there
was a lot of people around methat were saying why would like,
why would anyone take youropinion over another industry
perspective?
Everything that you're going totell them or say to them, they
can Google, they can findthemselves, they can do it
themselves.
You know all that sort of stuff, they can find themselves, they
can do it themselves.
You know all that sort of stuff.
How are you going to make yourvoice, you know, be heard in a
way that people will take it asan authoritative, you know voice
(25:13):
, right?
Are you going to, like, go talkat conferences or something?
And I haven't talked at aconference yet.
I hopefully will within thenext couple of years.
I got to get the PhD done first.
But you know, in hearing that,it's funny, right, when I hear
the critiques, when I hear thebut, what, ifs, or all these you
(25:34):
know, rebuttals, they kind oflike go in one ear and out the
other.
For me, personally, I guess I'mlike a bit more on the like
entrepreneur side, because to meI'm just like well, what do I
have to lose?
You know like, tell A bit moreon the entrepreneur side,
because to me I'm just like well, what do I have to lose?
Tell me what I have to lose.
I have nothing to lose, okay,well, I'm not going to make an
(26:05):
idiot out of podcasts whenyou're, you know, talking at
events for companies that arelaunching products and they want
you, you know, to be thekeynote speaker of it, right,
something I've done.
All of those things build offof one another and they give you
that authoritative voice in thefield, in your specialty, you
(26:26):
know, and it adds to thatpersonal brand.
Speaker 2 (26:31):
No, totally, and I think today I'm not going to say
it's easy, because obviouslyit's not easy you have to put
the effort and you have to,again, you know, have the
expertise, putting the time, butit's definitely possible.
Something you know 20 years agoit wasn't like that.
You know, 20 years ago itwasn't like that.
You know, even podcasts didn'teven exist, right, and not
(26:55):
anyone could have a radio show,right, not anyone could be on TV
, right, twitter didn't exist,whatever right.
So, like now, with social mediain particular, you can,
especially if you're smart aboutit, as you mentioned right, for
example.
You know you can, especially ifyou're smart about it, as you
mentioned right, for example,you know you can.
The malware example right, youput a great, you well thought
research piece on that, right,put it on LinkedIn and then put
(27:16):
200 bucks right To promote itbetween the folks in the US, in
the industry that you talkedabout, that have malware in
there about us that aredirectors and above right.
So with 500 bucks, right, youare obviously assuming again to
what we were saying before.
It has to be good content,right, it has to be.
(27:38):
You need to be adding value,right.
But if you do that right,you're suddenly in front of the
top 200 folks that you couldnever imagine that would be
looking at your content, and now, perhaps a few of them already
follow you, right, and thenyou'll be in their faces, right,
and then, after you recognizethem, with a smart remarketing
(27:59):
campaign.
Every single post doesn't haveto be a long-form research piece
, but now, every update, everypost, every 30-second video,
right, you're constantly infront of them, right.
So that is possible today.
Yeah, if your content is notgood, yeah, they're not going to
see you, they're going to blockyou If you don't know.
Again, you know those littletricks, you know.
(28:21):
Yeah, you might just put it onyour blog and good luck.
You know somebody finding it.
But again, you know, if you'resmart on how to go about it, you
can, and there's definitely.
You definitely have a shot.
You know you're in the.
You're playing the game.
Right, it's not pay to playanymore Like anyone can play.
Speaker 1 (28:38):
Yeah, yeah, that's a really good point.
You know, is there any part ofthat that you would change, take
out or add in for small andmedium businesses, when you're
consulting for clients that arein the cybersecurity space that
maybe specialize in differentareas?
Speaker 2 (28:57):
Or, you know, like my friend's company who is
essentially a managed servicesprovider, that adds, you know,
enhanced value with the expertshe brings to the table yeah, you
mean in terms of, uh, whatadvice would I give them right
on how to, perhaps, you know,let's say, shifting gears, not
only now thinking as a maybe asolo person, but like as now, as
(29:18):
a company?
Yeah, I always.
I mean, we refer to a lot oftimes the crawl, walk, run
approach, right, and I thinkobviously you know it's
self-explanatory in a way.
But what I mean with that isthat you need to have your base
covered first.
You need to know really yourindustry, your niche In
marketing we call something ICPyour ideal customer profile,
(29:40):
right, you're going to beselling everything to everybody
and after you have that right,like you need to know who you're
talking to and what to tell tothat person.
For example, we're talkingabout the malware example, right
, okay, we are focusing onmalware.
Okay, who buys malware right,protection, or exactly the
consulting or the services thatI'm providing?
(30:01):
Okay, is it really like?
Where's my experience?
Right?
Is it for financial companies?
Their, their, their, theirproblems are probably different
than as, like, banks problemsare probably different than, for
example, e-commerce, retail,right and retail.
So, like you know, once youchoose that right, you really
know, not only saying, ah, ifyou have a problem.
(30:23):
No, find me.
No, you, if you're talking to abank, now you're saying, okay,
if you have, you know, and thenyou define the problem that
let's say, even if it's regionalbankers and not Bank of America
, bank of America, they probablyhave their own right.
Regional banks usually havethese malware issues and these
are the solutions.
Now you're you know, and afteryou have that position, you need
(30:43):
to start there with yourpositioning and then after that,
okay, your website needs toreflect that, right.
Only after you have a websitethat reflects that look modern,
then you can say, okay, let metry some paid media around this,
right, what am I getting at?
What do I want to get out of it?
So it's like, again, you know,it's really important to
understand what do you need asthe base before you go crazy
(31:04):
spending thousands of dollars inpaid media If you're not even
sure who you're talking to, whatyou're offering or what content
business is going to send themnext.
You know.
Speaker 1 (31:14):
Yeah, it's a really good point.
It's this whole area, right is?
It's interesting to me becauseit's something, you know,
totally different, that I'venever had to think about before.
You know, and now I feel likenow more than ever, I definitely
have to, you know, consider itand think about the marketing
(31:36):
and the personal branding sideof things.
And I heard a quote.
I heard a quote recently, right, where one income is like
you're standing in a bad stormon one leg.
It doesn't make any sense forpeople nowadays, especially with
layoffs on the rise.
I mean, what was it?
Intel said that they're goingto lay off 20,000 people.
(31:58):
I mean that's insane to think,because just 15 years ago, 10
years ago, I mean, they were themarket leader, like they were
the one.
If you were in that kind ofspecialty, I mean you wanted to
work at Intel.
You know, and now, not thatpeople don't want to work at
(32:20):
Intel, necessarily, but they'reletting all those people go.
You know, and a lot of thosepeople built their entire
careers and lives on being atIntel and they've never taken
the time to do any sort of sidework, to develop a personal
brand, to do anything else andmaybe in a situation they have
(32:40):
to like, partially reinventthemselves, even to an extent.
Speaker 2 (32:43):
And I think the good part about what we were talking
earlier about focusing but onlyyeah, even from, let's say, from
a personal branding perspectivefocusing on a niche, on a
technology, on an industry,right Is that, whether it's to
grow your personal brand andpotentially your own business,
also to add value to potentialemployers.
(33:05):
You know, because, especiallynow with ai, you know you need,
you know, you know generaliststhose are the first ones, right,
they're gonna, they're gonnaget caught, they're gonna and
have a hard time finding anotherjob.
Right, whereas if you are thebest, or you, you know there's
companies that are going to look, obviously try to look for
specializations that are in highdemand and growing, you know,
(33:29):
but if you're one of those, youknow I think you'll always have,
you'll always be able to find acompany that you can add value
to.
Speaker 1 (33:40):
Yeah, yeah.
No, it's a crazy time thatwe're living in right now, you
know, because it's like all themarket data that you see coming
out.
Friend who thankfully justlanded another job.
But he's been laid off foralmost a year, you know, and
(34:11):
he's experienced in the field.
You know, he's been a directorand everything.
He's been in the weeds andtools and domains and whatnot
and worked his way up and ittook him almost a year to find a
job.
I mean, how many people reallyhave a year's worth of income
saved up, you know, just readyto go, not a lot of people you
(34:34):
know not very many.
Yeah, I agree.
Speaker 2 (34:38):
I think, I mean, I think obviously that's mostly
because of the AI wave.
I mean, I think obviouslythat's mostly because of the AI
wave.
I think there's still time, youknow, to ride the wave and not
let it run over you.
But I think the clock isdefinitely ticking.
But again, you know, I thinkthere's time Again and if you
(35:05):
specialize, you know also, like,even like, how to use ai in
your niche, in your industry.
Right, like the owners of thecompanies, you know they're,
they're, they don't have thetime they're looking for that
talent, they won't, they won'tlearn it themselves.
I mean some, yet some might,you know, especially younger
founders and business owners oryounger executives, but, like
usually companies, they justwant to find somebody, somebody
that knows how to do that.
And again, even today,especially big companies, they
(35:28):
move really slow.
So if you start, if you train,you do a project, they will hire
you and they will pay you threetimes more than you were
earning, just because you knowyou can implement that practice
for that company.
So, again, I do think still,we're still early enough where
you can see it as an opportunity.
(35:48):
But yeah, but you, you need toget, get, get going and get
moving, start moving, you knowwhat are?
Speaker 1 (35:55):
what are some things that you would recommend to
people to kind of get ahead ofthis ai boom, slash bubble,
right, like I feel like in theeconomy it's a bubble, but in
the real world it's a boom whereyou know people that aren't
constantly evolving, constantlychanging how they approach
(36:18):
things and specialties andwhatnot, they're going to be
first ones to go right.
What would you recommend forpeople to you know, maybe adjust
and beat the AI to still remainmarketable, you know, in the
marketplace and this goes foryou know companies, small and
medium enterprises or businessesto just the individual.
Speaker 2 (36:44):
Yeah, I'll talk about marketing because I think you
know I want to provide concreteexamples, right, I think it's
going to be, and then people cansee how they apply that to
their fields.
One of the things, for example,is that you need to really
break down.
What are people getting paidfor, right, for example, in
marketing?
Right?
Let's say, five years ago,before AI not to go too far
(37:08):
behind, but only four or fiveyears ago people would get paid
to, for example, create awebsite, right, and then write
the copy that would go on thewebsite, right, and they would
get paid to set up an emailcampaign, select the audience
that email is going to go there,design the email, send the
(37:30):
email, see how many peopleopened that email and clicked,
and when they click all of that,people would get paid to do
that right.
So, okay.
So now, what can AI do todayand what will AI be able to do
probably in the next years?
Okay, ai, you know they coulddesign a website actually, you
know, and they could even writewhat you do Interesting, okay,
(37:55):
but can they, for example, writeit in a way that it
differentiates you?
So maybe you specialize incopywriting for that niche, and
then you need to leverage LGBT,right, but like the final
touches to AI copy, that trulymakes it unique, right?
So that's something that AIwon't be able to do for at least
(38:15):
a few years.
Right, because I guarantee youthat you know they're not
thinking about specializing inthat industry, for example, or
in email marketing, right, okay,yeah, ai, they can create
workflows where they do all.
They're not thinking aboutspecializing in that industry,
for example, or in emailmarketing, right, okay, yeah, ai
, they can create workflowswhere they do all of that, but
the orchestrator, yeah, they'renot there.
Right.
So if you can be the one thatcreates the workflows, right,
and orchestrate it and connectCRM tools with email marketing
(38:38):
and call email and then with thewebsite and the forms, right,
and if you can generate thoseworkflows, you're going to be
ahead.
Right, because you know thetools are not there yet, right,
so you need to be thinking, youknow, a couple of years ahead of
what AI is not able to do,right, and then become the
expert at that today.
(38:59):
That would be my advice.
Speaker 1 (39:03):
Yeah, we're in a fascinating time, right, where
things aren't necessarilychanging right now, right, but
they're very quickly able tochange very rapidly as AI gets
better and smarter and is morecapable, which is it puts us
into, puts the world itself into, you know no man's land, where
(39:26):
we've never been before, whereprobably countries are going to
have to figure out, like, auniversal basic income, you know
, just for people to like stay,you know, above water, right,
like because there's going to besuch a major shift that it's
going to affect everything sucha major shift that it's going to
affect everything.
Speaker 2 (39:46):
I know it's, yeah, it's threatening, it's scary to
think about it.
I think, in general, the worldis progressing and the quality
of life is improving every timemore, even if, obviously,
there's differences fromcountries and even from social
classes in a particular country.
But I do let's say, I'm apositivist in general that
(40:06):
overall things are improving.
But, yeah, as you mentioned,right, that doesn't mean that
it's not scary to think that.
You know, yeah, I've beenworking in this field for 20
years.
Potentially, I could be out ofa job and then earning basic
income and, okay, yeah, I'llhave what to eat and I'll
survive.
But, like, how?
About a purpose in life?
Right, that's also veryimportant, right, what is my
(40:28):
purpose going to be?
But at least you know again,you know it's a type of problem
that you have time to thinkabout and you can reposition
yourself and you can figure itout, right, and it's definitely
a better problem to have than,oh, I was killed in World War I
or by a disease that there wasno cure for, which was the case
(40:49):
50, 100, and 200 years ago.
I don't know.
That's at least what makes mefeel a little bit better about
it.
Speaker 1 (40:56):
Yeah, yeah, that's a good point.
I guess it's something to lookforward to out of it all you
know.
Speaker 2 (41:03):
It's something to look forward to out of it all.
You know no-transcript, butagain, I think there's still
(41:36):
time.
Speaker 1 (41:38):
Yeah, yeah, it's really good point.
Well, Carlos, you know we'reunfortunately at the top of our
time here.
It was a great conversationoverall.
I really appreciate you comingon.
Speaker 2 (41:49):
Thanks, joe.
I agree, I enjoyed it a lot andI think it goes better when you
know you don't do so much prep.
You know, I think that you knownatural conversations.
You know, I think people feelwhen they're natural, uh, not
too much prepared.
I like, I like to like, I have,I also have podcasts it's about
marketing and I also don't doany much prep.
(42:12):
You know, and you know, justmake sure that we're discussing
topics where the guests areexperienced and in particularly
passionate about and that'sreally all that matters.
Speaker 1 (42:20):
But yeah, but thanks for me, joe, I really enjoyed it
and glad to be here, yeahabsolutely Well, Carlos, before
I let you go, how about you tellmy audience where they could
find you if they wanted toconnect with you personally, and
then where they could find yourcompany if they wanted to learn
more?
And maybe you know, reach outto get some help.
Speaker 2 (42:40):
Yeah, the name of the agency, my agency, it's Condor,
like the bird, socondoragencycom.
Again, we're focused on techservices, particularly in the
market B2B, so definitely checkout the site.
My email is myfirstlastname atcondoragencycom, so
carloscorridor at Condor Agency.
So feel free to reach outLinkedIn.
(43:01):
I'm relatively active onLinkedIn as well, so if you put
Carlos Corridor Condor you'llfind me there.
So, yeah, by all means, youknow, feel free to reach out if
you need any advice, any help,you know, with your marketing.
Speaker 1 (43:14):
Awesome.
Well, thanks everyone.
I hope you enjoyed this episode.
How's it going, carlos?
It's great to get you on thepodcast.
I think today will be a veryinteresting discussion.
It's a bit of a change for myaudience.
Recently I had on some ex-CIAspies.
I've had on some you know, tophackers in the world that have
done things that you know arejust insane.
They're so out of reach thatpeople can't even believe it,
(00:23):
and today we have a marketingspecialist.
That shifts gears a little bit,but it's very valuable
information.
Speaker 2 (00:31):
Yeah, thanks for having me, Joe.
Yeah, I'm glad.
I think it's good to you know,maybe like a topic that is not
the day-to-day of the podcast,but I'm sure you know, a lot of
people are not only, you know,geeking out about cybersecurity,
you know, but also how to growa company, how to get more
clients.
B2e has its particular, youknow, it's interesting and has a
(00:54):
particular way long salescycles and especially
cybersecurity.
So, yeah, looking forward tothe discussion.
Speaker 1 (01:01):
Yeah, definitely.
So you know, I start everyoneoff with telling their
background right now.
It's not an IT background,obviously, but you know what did
you get started in?
You know what made you kind ofgo down the marketing path.
Was it like an easy, like aneasy next step where you know
it's kind of like you're you're,you know, in college, you're in
university and you know youwant to, you know you want to go
into the business realm andmarketing is kind of just like
the easiest route to you knowit's kind of like you're you're,
(01:22):
you know, in college, you're inuniversity and you know you
want to, you know you want to gointo the business realm and
marketing is kind of just likethe easiest route to get in
there.
And then you stick there.
Speaker 2 (01:32):
Yeah, not necessarily .
I was actually going to be alawyer.
I grew up in Venezuela but Ialways, you know, kind of knew
that I would end up living inthe US.
So I decided not to go for lawschool in Caracas because then,
you know, I would have to do 10years again or whatever in the
US, right?
So it's like, okay, let's do,you know, let's do communication
.
I like sports a lot, so Istarted as a sports journalist
(01:54):
and then I didn't likejournalism that much, but I did
like the sports aspect.
I started building websites forstatistics and really a
publisher, trying to be like theespn of venezuela and the
baseball is big, you know, invenezuela, so try to build
around that.
And then, you know, I startedlearning about digital marketing
, right, okay, how do I?
How do we drive traffic tothese pages?
(02:16):
I, I saw the amount of datathat was available and that's
really how I got into it and Iloved it and I loved the amount
of data that was available.
I moved, moved then to Chicagoto get a master's in digital
marketing, worked in a couple ofagencies there and then I
started Condor around eightyears ago and, you know, out of
coincidence, our first couple ofclients were not only in B2B
(02:37):
but in tech services, offering afew cybersecurity products.
So you know we focus on thatniche, you know, and that you
know.
That's really.
That's the story behind how wegot into it.
Speaker 1 (02:50):
Yeah, it's interesting.
There's a couple, you know,there's a couple things there
that you said right, where youknow you followed your passion
to some extent.
You know, you kind of I reallyrelate to you going to
university to actually be alawyer, right, because I started
my university career, I guess,trying to be a doctor, right,
(03:10):
and then I figured out, you know, I can't pass chemistry,
biology and calculus all at thesame time.
I kind of have to choose.
Oh and physics.
I left one out, right, likelet's make it as hard as
possible in one semester, and ofcourse I'm not going to pass
them all.
But you shifted, you know, youshifted your approach, and I
feel like there's a lot ofpeople out there that you know
(03:33):
go to the university and theytell people around them, they
tell their family, their friends, their close ones, yeah, I'm
gonna go be a doctor.
You know I'm gonna go be alawyer, right, and maybe those
people believe in them too.
I'm going to go be a doctor.
You know I'm going to go be alawyer, right, and maybe those
people believe that I'm too, andnow they feel stuck, right, and
they feel stuck because theydon't want to do it anymore,
they can't do it Right and theydon't want to switch.
And so, like I personally knowpeople that you know went to,
(03:57):
went to med school, you know,didn't like get a, get a, get a
apprenticeship or whatever it is, you know, being a doctor, you
know.
Or or someone that tried to getinto med school three, four,
five times and didn't get in andthey just couldn't give it up
Right.
So, being able to, you know,assess and be honest with
(04:18):
yourself and shift right,because that's a scary thing,
you know, it's something that alot of people don't, don't
really talk about.
Speaker 2 (04:26):
Yeah, and for me, more than shifting, let's say,
one majors or even career path,is it was really getting into
entrepreneurship, right, likeyou know, having to hire people,
right, having to hire agencies.
That's really what changed thegame for me, because whether you
are in marketing or in law, orlike, if you, uh, yeah, there's
(04:51):
different in mindset, in in theattitude, in the grind, in the
not to take no for an answerwhen you work for a company and
when you are really going at iton your own right.
So for me, for me, that wascrucial.
But, yeah, I hear you andthere's a lot of things you know
.
For example, I think inmarketing a lot of that happens
too, right, a lot of, yeah, alot of people go to college for
(05:12):
marketing but a lot of peopleend up in marketing because,
again, you know, they needed togrow the business, right?
So, whether you are the founderor whether you are the practice
leader, the expert, you know.
Ultimately, you know, I alwayssay marketing is easy to learn,
relatively easy to learn.
Yeah, there's sometechnicalities and stuff, but,
like, ultimately, you know, theimportant thing is it's way more
(05:33):
important to know the industry,the business, your company,
your differentiators, yourcompetition and then you know,
then it will be relatively easyto adapt that and do good
marketing.
Speaker 1 (05:46):
Yeah, that's interesting that you say it like
that, you know, because so I, Istarted this podcast four and a
half years ago.
At this point, right, I Ididn't really put any money
behind it in terms of marketingbecause I always just thought,
over time, it'll grow, it'lldevelop.
You know, I don't have to doanything right.
It it'll grow, it'll develop.
You know I don't have to doanything right, it'll snowball.
(06:07):
And that's true to an extent.
But at how the internet isnowadays, right as how saturated
the space is, you actually needto, you know, put some
marketing behind it and whatnot.
And recently, you know, when Iactually started to do that, I
mean, I've, I've seen, I've seenmy platform grow, you know,
(06:29):
from from a very small amount ofsubscribers relatively to being
very quickly to be one of thetop.
You know, security podcasts Ihave the content right, like I
feel like the interview qualityis there, but the numbers
weren't there, right.
And so once I shifted and I waslike, well, I have nothing to
lose, why don't I put a couplehundred bucks towards this thing
(06:52):
?
And if it doesn't work, whatdoes it matter?
And of course, or maybe not ofcourse, but thankfully it's
paying off.
And now I kind of learned alittle bit better, like, oh,
okay, I have to, like I actuallyhave to market myself, you know
.
Speaker 2 (07:09):
Yeah, I love to hear that it worked out.
What did you do exactly?
What did you do differently?
Speaker 1 (07:16):
Yeah, so there's a few things right.
So the mentality behind mypodcast is that I am not afraid
to change things, you know, trynew things right, completely
remove them or whatever it mightbe, because my view is I have
(07:36):
nothing to lose.
Right, I have nothing to lose.
If it works out great, I have.
I have everything to gain.
If it doesn't work out, I'm inthe same spot, so what does it
matter?
And so I've really shifted myapproach to content overall.
I bring on people that I'minterested in talking to, that
have interesting experiences, avariety of experience.
(08:00):
Youtube Shorts has been real bigfor the channel lately,
chopping up the longer formpodcasts into smaller five, 15
minute content segments.
That's helpful and it happensnaturally.
I'm sure that we just did two,three segments right there and
it's going to, you know, workitself out, you know.
(08:21):
But also automating that to anextent where you know cause I'm
I have a full-time job right,like this isn't my full-time job
or anything like that.
I have two little kids at home,so it's like I need to kind of
like upload this file and have,you know, some magic behind the
scenes that does everything forme.
So really, I think doing that,getting that content, pipeline
(08:46):
down and then adding on themarketing budget for ads and
whatnot Google ads, youtube adswhich, honestly, until a couple
months ago, I didn't even knowthat that was a thing to be
completely honest.
Adding that on right, likethat's I think that's what's,
(09:07):
you know, completely attributedto it, right.
And now I'm now I'm workingthrough or thinking through like
a content life cycle, right, soI'm doing all these podcasts.
Well, what if someone wants to,you know, read a blog about a
topic that we talked about onthis show?
Right, I'm marketing, orsomething like that.
And, you know, maybe theydiscovered the blog before the
podcast.
So here's the link to thepodcast and all that sort of
(09:27):
stuff, right, so, workingthrough all of that, and that's
something completely differentfrom what I'm used to,
completely different from whatI'm trained on, right.
So it's definitely been alearning experience.
Speaker 2 (09:40):
No, and, as you mentioned, you know you need
both.
Right, because you can do allof that.
But if you don't have a goodproduct, if you don't have good
content, good guests, goodconversations, I mean it won't
work Right.
But yeah, you can have a goodcustomer.
It will definitely take moretime to grow organically.
You could do it right.
But you need a lot morepatience.
(10:02):
A lot of times I think amisconception is like, well, I'm
not spending any money.
No, you are.
I mean here, you know you haveto find the guests, right.
You have to pre-interview,prepare the episode, then you
have to record it, then you haveto edit it and publish it and
redistribute it.
I mean there's a few hours, youknow, for one episode, it's a
(10:25):
few hours, right?
So, as you mentioned, if youalready I don't know how much
you want to put on an hourlybasis, you want to put $100,
$500, whatever, it might beright.
But then I don't know, let'ssay that it adds to 500, I don't
know whatever.
Just put a couple hundred extrato go from probably.
Multiply it by three, five oreven 10x.
You know the reach that youhave just by increasing, let's
call it, the budget by a third,you know.
(10:48):
So I think you hit the nail inthe head by going with those
promotion channels and I thinkthat's again it's something that
it's often.
Yeah, there's somemisconception.
You know people, not only withpodcasts but in general with
content right, used to be allschool blog posts but now it's
like videos and white papers andinterviews and guides and lead
(11:11):
magnets and, yeah, it's greatcontent, but then you know they
don't go that extra mile rightTo really X the output.
Speaker 1 (11:20):
Yeah, yeah, yeah, that's a really good point.
You know, and I kind of want toget your, get your take on on
this, right, how do you marketyourself If you're just an
individual trying to get outthere?
Right, because in the spaceright now, you know, really, the
(11:40):
market is oversaturated withprofessionals and there's not
enough jobs available foreveryone, and so you're
constantly in a situation whereit's you up against hundreds of
other candidates and what canyou do, just starting out, maybe
with little money or no money,to separate yourself beyond the
(12:01):
skills?
Right, is it just regular posts?
Or, in your opinion, right,Because that's like personal
marketing, that's like personalbranding, and I feel like
everyone needs personal brandingto some extent.
You know, like they need to beable to.
You know, a potential employerneeds to be able to look them up
and say, oh, they have a GitHubrepository, let's go look at
their GitHub projects.
(12:21):
Or you know, oh, they did thisbody of of work, you know what?
What does that look like?
Speaker 2 (12:27):
yeah, I think the the most important thing is to
specialize, to be very niche,right.
So, for example, in marketing,you know you cannot talk about
all things marketing, especiallyif you're not the most famous
guru of marketing.
You know which, even I don'tthink there is one right like
(12:48):
there's some people that arewell known, like gary v, for
example.
He's more like.
Even him is more in, likesocial media, right, and
especially like, if, again, youknow that's not going to be the
case of the people that arelistening or the people that
you're providing this advice,right.
So really focus on either anindustry or a topic that that
(13:11):
industry and even better if it'sboth right and then start
providing essentially freeadvice.
You know, on LinkedIn, as youmentioned, youtube channel, not
dumb it down, but, yeah, tellthe story in a way that it's
understood.
I think, in particular techservices, people get into the
industry jargon and you know, atthe end, you know it's humans
that are consuming theinformation, right?
(13:32):
So the more human you are, themore if you talk like a normal
person, right, and obviously youprovide value in terms of the
content that you're sharing.
I think that's the mostimportant thing, and especially
now with AI and, in particular,people finding their answers in
ChatGPT or even when they'regoing to Google, they're finding
(13:53):
their answers in the AIsummaries of Google, right?
When they go to a human insteadof going to ChatGPT or Google
summaries, it's because theydon't want an encyclopedia out
of a human right.
Like, you're not going tocompete with ChatGipiti, right?
You want to bring, like, astrong point of view based on
your experience, based on thework that you've done with
clients, based on the projectthat you're working now, what's
(14:14):
working exactly?
How?
Right?
Chagipiti doesn't have access to, necessarily to that
information, so it's going onelayer deeper, right, and really
be the thought leader andhopefully have some even
original research, original data, right, even if it's, for
example, in this case, yourpodcast.
Right, if you do a white paperbased on a hundred interviews
(14:35):
with IT executives, that's youroriginal research, right, and
then you know, perhaps evenChagiPT will cite you, as
opposed to just saying, okay,why is cybersecurity important?
Those type of questions, thoseare being answered by Chagipiti.
But, like, okay, cybersecurityfor digital marketing agencies
(14:57):
of this size that are dealingwith clients that are HIPAA
compliant?
Okay, now you got my attentionand me, if I'm a digital
marketing agent that work.
You know that I'm interested inthat.
I'm going to follow that person, right, I'm going to follow
that person and I'm going toreally look up to him as the
expert in that, because there'sprobably no other person that is
branding themselves like thatand when I need that, I'm so.
(15:21):
I mean, I think that would be agood place to start.
Speaker 1 (15:25):
Yeah, no, that makes a lot of sense, you know, and
when you break it down like that, it almost sounds too easy, too
common sense, right, and I'llsay it because you know, I heard
someone tell me recently, right, that you know he wanted to do
(15:45):
something unique, something thatyou know hasn't been done
before.
Why waste my time, you know, onsomething that there's 1000
other companies for and whatnot?
You know, and I had to explainit to him like this like, look,
you know, you could spend 40, 50, 60 years creating something
brand new, right?
You absolutely could, or youcould, take a template from
(16:08):
other people, take that templateand tweak it, make it your own
and build off of that, right,there's two different ways about
it, you know.
And he was kind of, you know,thrown off, right, because I
immediately gave him the exampleyou know.
So, like I have, you know,obviously, the South Security
Consulting LLC and I actuallyprovide some consulting services
(16:31):
to different companies, largeand small, not a marketing gig.
But I gave him that examplewhere, hey, I'm a one-person
company, I have a specialty inthis area, I do it really well,
it's proven, right, companieshave paid me to do it for them
and whatnot.
Why would I start that LLC withthat same mindset?
(16:53):
Because I mean there's a bigfour, right PwC, deloitte, I
mean KPMG, ey, right.
Why am I going to be chosenabove and beyond them?
And there's differentiators forsure.
I mean you're not spending $500an hour with me.
If my time gets that valuable,that would be something really
(17:17):
impressive, but it is not thatvaluable.
But you have to not be afraidof doing the same thing a little
different, making it your ownand growing and building it out.
I have a friend that did theexact same thing.
He actually started his companyright around the same time that
I started mine and he's builtit out to a pretty good size
(17:38):
managed services provider and Imean he has a lot of customers,
a lot of clients.
I mean we started at the sametime.
He just approached itdifferently and he had different
backing and whatnot.
And I'm learning as I go.
Right, he had more experiencein that area than me.
Still, we both have value inthe marketplace.
Speaker 2 (17:58):
No, totally, and that's one of the things that I,
you know, coming from adifferent country, I moved to
the US in my 20s and obviously,you know, I knew, or I thought I
knew, what I was getting intoin terms of, ok, this is the
biggest economy in the world andthe opportunities, but also,
you know, everything is invented.
You could think, right, it'slike, as you mentioned, right,
you want to get into an industry.
(18:19):
Yeah, there's a lot of peoplethat have been doing services in
that industry for years, butthere's a space, you know, and
that's what I realized when Iwas working in the other
agencies in Chicago.
They were serving enterprisecustomers and I saw the type of
work that we would do formid-market companies and they're
like yeah, you know they'reunimportant, right?
If they're not, you know,fortune 1000 companies, it's
(18:41):
like we don't really care.
And I understand, right,because they have so big, the
big whales is Fortune 1000.
So percentage-wise in theirrevenue, in their growth, it
doesn't mean much, but for me itwould have meant a lot.
You know, a $30,000 project forme would have meant a lot.
Yeah, you know.
So that's you know then, okay,I'm not competing, you know, to
(19:05):
go with Fortune 1000 companies.
I'm positioning to add value tomid-market right, which you know
, not to say that I'm the onlyagency doing that, but there's
room, right, especially when youbring certain experience and
you can say that you've workedwith enterprise before.
So every person, they have tofind that unique experience and
positioning to add value to thatniche.
(19:27):
And yeah, I listened to one ofthe podcasts that they helped
you find a vertical.
It's called deep specializationand you know they always say
the riches are in the niches.
You know you cannot beeverything for everybody, but if
you find the right niche withthe right knowledge to provide
them and the way to add value,you know you could really grow,
(19:51):
you know your business, just byfocusing on the right again and
the right niche.
Speaker 1 (19:56):
So, right, yeah, it's interesting that you said that,
because you know, I talked tosomeone last week that he is
slash, was a malware researcher,right, and we're both in
security.
We're both in the same fieldtechnically, right, but we have
(20:16):
two very different specialties.
And he told me straight up he'slike if a client came to me and
said that I needed cloudsecurity services or a cloud
security assessment, I'd bedirected on to you.
I'm not taking on that.
My specialty is on breakingdown, you know malware, reverse
(20:37):
engineering it, knowing itinside and out, providing fixes
for it.
You know all that sort of stuff, right, and those are two very
different niches.
And this is actually why I lovecybersecurity, because there's
so many different specialtiesthat you could go into that that
have completely different skillsets.
(20:58):
I mean the tools that he uses.
I know of the tools andeverything right.
The last time I used any ofthose tools were in 2017, 2018,
when I was getting my master'sdegree, and they kind of give
you that, you know, 100 footview of the domain, right, but I
haven't fired that stuff upsince then, I haven't touched it
.
I've thought about doing it,but then I'm like man, I
(21:20):
actually know how much work thatgoes into that.
I'm not doing it right's awhole niche, that's a whole
specialty, you know, and I feellike everyone has one, and it
can be the same, you know, asother people.
You just have to.
You have to approach itdifferently yeah, no, that's a
great example.
Speaker 2 (21:41):
And then people, they will see you as the authority,
right, it's like when I, when II was telling you I started as a
journalist and as a sportsjournalist.
And let's say you do that today, right, do you think you're
going to get somewhere tweeting?
Oh, the Yankees won.
You know this guy, they had agreat start with this guy.
They're pitching well.
Their starting pitchers aregreat or not.
(22:02):
You know pitchers are great ornot.
You know that's what thousandsof comments are already saying.
But let's say you focus on elbowinjuries right, for pitchers,
and really understand that,right, and really write about
that.
And then the other riders thathave been there for years when
there is an injury and they wantto know exactly how much time
the pitcher is going to be at,they're going to look for you,
(22:24):
right, they're going to followyou and they're going to cite
you and they're going to see youas the expert.
But you cannot be wasting yourtime talking about home runs and
who are the favorites to winthe division and trades and
budgets.
No, you need to focus and thenfocus on not only injuries elbow
injuries for pitchers, forexample, or maybe injuries, I
(22:44):
don't know.
I think each person will get todecide what's niche enough, but
usually you know when in doubterr on the side, you know even
more.
Speaker 1 (22:55):
Yeah, yeah, you said two things there that I want to
touch on, right.
So one, you know it'sinteresting, you brought up the
sports.
You know journalism part One,you know it's interesting, you
brought up the sports, you knowjournalism part, right, because
that's 100% correct.
There's a thousand people outthere that are saying the
(23:19):
Yankees won, this happened,there's an injury, whatever,
right.
And then you go and look atAdam Schefter and his posts,
right, he has that inside thelocker room, feel.
This guy is talking to thetrainer that's diagnosing this
guy.
He's talking to the doctorthat's going to perform the
surgery.
He's talking to the coaches andyou know everyone, right, he's
talking to all of them.
So there's a thousand differentpeople, millions probably just
(23:42):
saying the basic stuff.
And then then you have AdamSchefter, who's the authority,
right, who goes on ESPN, whogoes on Pat McAfee show, who
goes on all these these you knowdifferent platforms, and gives
the literal, you know truth,right, of exactly what it is and
what you can expect when he canexpect to come back.
What's he doing in theoffseason to rehab and
(24:04):
everything.
I mean, like that insight, youknow, is invaluable to a
superfan.
You know, like I'm telling youright now, I'm a huge, huge
Bears fan, right, somethinghappens to Caleb Williams which
I hope never happens, right?
I want to know, I want to knowevery day, right, what's he
doing today?
You know what's he eating toget better, right?
Like did he doing today?
(24:24):
You know what's he eating toget better, right.
Like, did he stretch today?
Was he a little tight today?
You know, I want to hear allthat stuff, right, but that's,
it's really fascinating.
And then you know the other part, right, is becoming that
authority source or thatauthoritative source on that
topic, on that topic.
(24:50):
And I remember, I remember whenI was starting my LLC and there
was a lot of people around methat were saying why would like,
why would anyone take youropinion over another industry
perspective?
Everything that you're going totell them or say to them, they
can Google, they can findthemselves, they can do it
themselves.
You know all that sort of stuff, they can find themselves, they
can do it themselves.
You know all that sort of stuff.
How are you going to make yourvoice, you know, be heard in a
way that people will take it asan authoritative, you know voice
(25:13):
, right?
Are you going to, like, go talkat conferences or something?
And I haven't talked at aconference yet.
I hopefully will within thenext couple of years.
I got to get the PhD done first.
But you know, in hearing that,it's funny, right, when I hear
the critiques, when I hear thebut, what, ifs, or all these you
(25:34):
know, rebuttals, they kind oflike go in one ear and out the
other.
For me, personally, I guess I'mlike a bit more on the like
entrepreneur side, because to meI'm just like well, what do I
have to lose?
You know like, tell A bit moreon the entrepreneur side,
because to me I'm just like well, what do I have to lose?
Tell me what I have to lose.
I have nothing to lose, okay,well, I'm not going to make an
(26:05):
idiot out of podcasts whenyou're, you know, talking at
events for companies that arelaunching products and they want
you, you know, to be thekeynote speaker of it, right,
something I've done.
All of those things build offof one another and they give you
that authoritative voice in thefield, in your specialty, you
(26:26):
know, and it adds to thatpersonal brand.
Speaker 2 (26:31):
No, totally, and I think today I'm not going to say
it's easy, because obviouslyit's not easy you have to put
the effort and you have to,again, you know, have the
expertise, putting the time, butit's definitely possible.
Something you know 20 years agoit wasn't like that.
You know, 20 years ago itwasn't like that.
You know, even podcasts didn'teven exist, right, and not
(26:55):
anyone could have a radio show,right, not anyone could be on TV
, right, twitter didn't exist,whatever right.
So, like now, with social mediain particular, you can,
especially if you're smart aboutit, as you mentioned right, for
example.
You know you can, especially ifyou're smart about it, as you
mentioned right, for example,you know you can.
The malware example right, youput a great, you well thought
research piece on that, right,put it on LinkedIn and then put
(27:16):
200 bucks right To promote itbetween the folks in the US, in
the industry that you talkedabout, that have malware in
there about us that aredirectors and above right.
So with 500 bucks, right, youare obviously assuming again to
what we were saying before.
It has to be good content,right, it has to be.
(27:38):
You need to be adding value,right.
But if you do that right,you're suddenly in front of the
top 200 folks that you couldnever imagine that would be
looking at your content, and now, perhaps a few of them already
follow you, right, and thenyou'll be in their faces, right,
and then, after you recognizethem, with a smart remarketing
(27:59):
campaign.
Every single post doesn't haveto be a long-form research piece
, but now, every update, everypost, every 30-second video,
right, you're constantly infront of them, right.
So that is possible today.
Yeah, if your content is notgood, yeah, they're not going to
see you, they're going to blockyou If you don't know.
Again, you know those littletricks, you know.
(28:21):
Yeah, you might just put it onyour blog and good luck.
You know somebody finding it.
But again, you know, if you'resmart on how to go about it, you
can, and there's definitely.
You definitely have a shot.
You know you're in the.
You're playing the game.
Right, it's not pay to playanymore Like anyone can play.
Speaker 1 (28:38):
Yeah, yeah, that's a really good point.
You know, is there any part ofthat that you would change, take
out or add in for small andmedium businesses, when you're
consulting for clients that arein the cybersecurity space that
maybe specialize in differentareas?
Speaker 2 (28:57):
Or, you know, like my friend's company who is
essentially a managed servicesprovider, that adds, you know,
enhanced value with the expertshe brings to the table yeah, you
mean in terms of, uh, whatadvice would I give them right
on how to, perhaps, you know,let's say, shifting gears, not
only now thinking as a maybe asolo person, but like as now, as
(29:18):
a company?
Yeah, I always.
I mean, we refer to a lot oftimes the crawl, walk, run
approach, right, and I thinkobviously you know it's
self-explanatory in a way.
But what I mean with that isthat you need to have your base
covered first.
You need to know really yourindustry, your niche In
marketing we call something ICPyour ideal customer profile,
(29:40):
right, you're going to beselling everything to everybody
and after you have that right,like you need to know who you're
talking to and what to tell tothat person.
For example, we're talkingabout the malware example, right
, okay, we are focusing onmalware.
Okay, who buys malware right,protection, or exactly the
consulting or the services thatI'm providing?
(30:01):
Okay, is it really like?
Where's my experience?
Right?
Is it for financial companies?
Their, their, their, theirproblems are probably different
than as, like, banks problemsare probably different than, for
example, e-commerce, retail,right and retail.
So, like you know, once youchoose that right, you really
know, not only saying, ah, ifyou have a problem.
(30:23):
No, find me.
No, you, if you're talking to abank, now you're saying, okay,
if you have, you know, and thenyou define the problem that
let's say, even if it's regionalbankers and not Bank of America
, bank of America, they probablyhave their own right.
Regional banks usually havethese malware issues and these
are the solutions.
Now you're you know, and afteryou have that position, you need
(30:43):
to start there with yourpositioning and then after that,
okay, your website needs toreflect that, right.
Only after you have a websitethat reflects that look modern,
then you can say, okay, let metry some paid media around this,
right, what am I getting at?
What do I want to get out of it?
So it's like, again, you know,it's really important to
understand what do you need asthe base before you go crazy
(31:04):
spending thousands of dollars inpaid media If you're not even
sure who you're talking to, whatyou're offering or what content
business is going to send themnext.
You know.
Speaker 1 (31:14):
Yeah, it's a really good point.
It's this whole area, right is?
It's interesting to me becauseit's something, you know,
totally different, that I'venever had to think about before.
You know, and now I feel likenow more than ever, I definitely
have to, you know, consider itand think about the marketing
(31:36):
and the personal branding sideof things.
And I heard a quote.
I heard a quote recently, right, where one income is like
you're standing in a bad stormon one leg.
It doesn't make any sense forpeople nowadays, especially with
layoffs on the rise.
I mean, what was it?
Intel said that they're goingto lay off 20,000 people.
(31:58):
I mean that's insane to think,because just 15 years ago, 10
years ago, I mean, they were themarket leader, like they were
the one.
If you were in that kind ofspecialty, I mean you wanted to
work at Intel.
You know, and now, not thatpeople don't want to work at
(32:20):
Intel, necessarily, but they'reletting all those people go.
You know, and a lot of thosepeople built their entire
careers and lives on being atIntel and they've never taken
the time to do any sort of sidework, to develop a personal
brand, to do anything else andmaybe in a situation they have
(32:40):
to like, partially reinventthemselves, even to an extent.
Speaker 2 (32:43):
And I think the good part about what we were talking
earlier about focusing but onlyyeah, even from, let's say, from
a personal branding perspectivefocusing on a niche, on a
technology, on an industry,right Is that, whether it's to
grow your personal brand andpotentially your own business,
also to add value to potentialemployers.
(33:05):
You know, because, especiallynow with ai, you know you need,
you know, you know generaliststhose are the first ones, right,
they're gonna, they're gonnaget caught, they're gonna and
have a hard time finding anotherjob.
Right, whereas if you are thebest, or you, you know there's
companies that are going to look, obviously try to look for
specializations that are in highdemand and growing, you know,
(33:29):
but if you're one of those, youknow I think you'll always have,
you'll always be able to find acompany that you can add value
to.
Speaker 1 (33:40):
Yeah, yeah.
No, it's a crazy time thatwe're living in right now, you
know, because it's like all themarket data that you see coming
out.
Friend who thankfully justlanded another job.
But he's been laid off foralmost a year, you know, and
(34:11):
he's experienced in the field.
You know, he's been a directorand everything.
He's been in the weeds andtools and domains and whatnot
and worked his way up and ittook him almost a year to find a
job.
I mean, how many people reallyhave a year's worth of income
saved up, you know, just readyto go, not a lot of people you
(34:34):
know not very many.
Yeah, I agree.
Speaker 2 (34:38):
I think, I mean, I think obviously that's mostly
because of the AI wave.
I mean, I think obviouslythat's mostly because of the AI
wave.
I think there's still time, youknow, to ride the wave and not
let it run over you.
But I think the clock isdefinitely ticking.
But again, you know, I thinkthere's time Again and if you
(35:05):
specialize, you know also, like,even like, how to use ai in
your niche, in your industry.
Right, like the owners of thecompanies, you know they're,
they're, they don't have thetime they're looking for that
talent, they won't, they won'tlearn it themselves.
I mean some, yet some might,you know, especially younger
founders and business owners oryounger executives, but, like
usually companies, they justwant to find somebody, somebody
that knows how to do that.
And again, even today,especially big companies, they
(35:28):
move really slow.
So if you start, if you train,you do a project, they will hire
you and they will pay you threetimes more than you were
earning, just because you knowyou can implement that practice
for that company.
So, again, I do think still,we're still early enough where
you can see it as an opportunity.
(35:48):
But yeah, but you, you need toget, get, get going and get
moving, start moving, you knowwhat are?
Speaker 1 (35:55):
what are some things that you would recommend to
people to kind of get ahead ofthis ai boom, slash bubble,
right, like I feel like in theeconomy it's a bubble, but in
the real world it's a boom whereyou know people that aren't
constantly evolving, constantlychanging how they approach
(36:18):
things and specialties andwhatnot, they're going to be
first ones to go right.
What would you recommend forpeople to you know, maybe adjust
and beat the AI to still remainmarketable, you know, in the
marketplace and this goes foryou know companies, small and
medium enterprises or businessesto just the individual.
Speaker 2 (36:44):
Yeah, I'll talk about marketing because I think you
know I want to provide concreteexamples, right, I think it's
going to be, and then people cansee how they apply that to
their fields.
One of the things, for example,is that you need to really
break down.
What are people getting paidfor, right, for example, in
marketing?
Right?
Let's say, five years ago,before AI not to go too far
(37:08):
behind, but only four or fiveyears ago people would get paid
to, for example, create awebsite, right, and then write
the copy that would go on thewebsite, right, and they would
get paid to set up an emailcampaign, select the audience
that email is going to go there,design the email, send the
(37:30):
email, see how many peopleopened that email and clicked,
and when they click all of that,people would get paid to do
that right.
So, okay.
So now, what can AI do todayand what will AI be able to do
probably in the next years?
Okay, ai, you know they coulddesign a website actually, you
know, and they could even writewhat you do Interesting, okay,
(37:55):
but can they, for example, writeit in a way that it
differentiates you?
So maybe you specialize incopywriting for that niche, and
then you need to leverage LGBT,right, but like the final
touches to AI copy, that trulymakes it unique, right?
So that's something that AIwon't be able to do for at least
(38:15):
a few years.
Right, because I guarantee youthat you know they're not
thinking about specializing inthat industry, for example, or
in email marketing, right, okay,yeah, ai, they can create
workflows where they do all.
They're not thinking aboutspecializing in that industry,
for example, or in emailmarketing, right, okay, yeah, ai
, they can create workflowswhere they do all of that, but
the orchestrator, yeah, they'renot there.
Right.
So if you can be the one thatcreates the workflows, right,
and orchestrate it and connectCRM tools with email marketing
(38:38):
and call email and then with thewebsite and the forms, right,
and if you can generate thoseworkflows, you're going to be
ahead.
Right, because you know thetools are not there yet, right,
so you need to be thinking, youknow, a couple of years ahead of
what AI is not able to do,right, and then become the
expert at that today.
(38:59):
That would be my advice.
Speaker 1 (39:03):
Yeah, we're in a fascinating time, right, where
things aren't necessarilychanging right now, right, but
they're very quickly able tochange very rapidly as AI gets
better and smarter and is morecapable, which is it puts us
into, puts the world itself into, you know no man's land, where
(39:26):
we've never been before, whereprobably countries are going to
have to figure out, like, auniversal basic income, you know
, just for people to like stay,you know, above water, right,
like because there's going to besuch a major shift that it's
going to affect everything sucha major shift that it's going to
affect everything.
Speaker 2 (39:46):
I know it's, yeah, it's threatening, it's scary to
think about it.
I think, in general, the worldis progressing and the quality
of life is improving every timemore, even if, obviously,
there's differences fromcountries and even from social
classes in a particular country.
But I do let's say, I'm apositivist in general that
(40:06):
overall things are improving.
But, yeah, as you mentioned,right, that doesn't mean that
it's not scary to think that.
You know, yeah, I've beenworking in this field for 20
years.
Potentially, I could be out ofa job and then earning basic
income and, okay, yeah, I'llhave what to eat and I'll
survive.
But, like, how?
About a purpose in life?
Right, that's also veryimportant, right, what is my
(40:28):
purpose going to be?
But at least you know again,you know it's a type of problem
that you have time to thinkabout and you can reposition
yourself and you can figure itout, right, and it's definitely
a better problem to have than,oh, I was killed in World War I
or by a disease that there wasno cure for, which was the case
(40:49):
50, 100, and 200 years ago.
I don't know.
That's at least what makes mefeel a little bit better about
it.
Speaker 1 (40:56):
Yeah, yeah, that's a good point.
I guess it's something to lookforward to out of it all you
know.
Speaker 2 (41:03):
It's something to look forward to out of it all.
You know no-transcript, butagain, I think there's still
(41:36):
time.
Speaker 1 (41:38):
Yeah, yeah, it's really good point.
Well, Carlos, you know we'reunfortunately at the top of our
time here.
It was a great conversationoverall.
I really appreciate you comingon.
Speaker 2 (41:49):
Thanks, joe.
I agree, I enjoyed it a lot andI think it goes better when you
know you don't do so much prep.
You know, I think that you knownatural conversations.
You know, I think people feelwhen they're natural, uh, not
too much prepared.
I like, I like to like, I have,I also have podcasts it's about
marketing and I also don't doany much prep.
(42:12):
You know, and you know, justmake sure that we're discussing
topics where the guests areexperienced and in particularly
passionate about and that'sreally all that matters.
Speaker 1 (42:20):
But yeah, but thanks for me, joe, I really enjoyed it
and glad to be here, yeahabsolutely Well, Carlos, before
I let you go, how about you tellmy audience where they could
find you if they wanted toconnect with you personally, and
then where they could find yourcompany if they wanted to learn
more?
And maybe you know, reach outto get some help.
Speaker 2 (42:40):
Yeah, the name of the agency, my agency, it's Condor,
like the bird, socondoragencycom.
Again, we're focused on techservices, particularly in the
market B2B, so definitely checkout the site.
My email is myfirstlastname atcondoragencycom, so
carloscorridor at Condor Agency.
So feel free to reach outLinkedIn.
(43:01):
I'm relatively active onLinkedIn as well, so if you put
Carlos Corridor Condor you'llfind me there.
So, yeah, by all means, youknow, feel free to reach out if
you need any advice, any help,you know, with your marketing.
Speaker 1 (43:14):
Awesome.
Well, thanks everyone.
I hope you enjoyed this episode.
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