Entrepreneurs: Beyond the Logo, Craft a Brand Message That Resonates with Jed Morley + Others

Episode Transcript

Speaker 1 (00:00):
The following is a paid podcast. iHeartRadio's hosting of this
podcast constitutes neither an endorsement of the products offered or
the ideas expressed.

Speaker 2 (00:09):
What does my brand want to be when it grows up?

Speaker 3 (00:12):
We're going to dig into five buckets of business.

Speaker 4 (00:15):
It was really serendipitous.

Speaker 2 (00:17):
I'm Richard Gerhart.

Speaker 5 (00:18):
And I'm Elizabeth Gearheart. Are you thinking of starting a
business or have one you're trying to grow? Stay tuned.

Speaker 1 (00:25):
Ramping up your business. The time is near. You've given
it hard, now get it in gear.

Speaker 3 (00:31):
It's Passage to.

Speaker 1 (00:32):
Profit with Richard and Elizabeth Gearhart.

Speaker 6 (00:36):
I'm Richard Gearhart, founder of Gearhart Law, a full service
intellectual property law firm specializing in patents, trademarks and copyrights.

Speaker 5 (00:43):
And I'm Elizabeth Gearhart, not an attorney, but I do
marketing for Gearhart Law, and I just open my podcast studio.

Speaker 6 (00:50):
Welcome to Passage to Profit, the Road to Entrepreneurship, where
we talk with business owners and celebrities about their business stories.

Speaker 2 (00:58):
We have on our program. Jed Morley.

Speaker 6 (01:01):
He is a branding expert and founder of Backstory and
he also recently released a book Building a Brand that Scales,
which has lots of practical strategies for branding.

Speaker 5 (01:11):
Oh that's so important. I mean, I just love the
show today because we have two more great presenters. We
have Rick English, founder of up Advisors Business Consulting, So like,
is there something that's preventing your company from working at
high speed? From just something that's not working quite right?
He's your guy.

Speaker 2 (01:29):
Yelling at the mirror doesn't help.

Speaker 5 (01:31):
And then okay, so we have the fun people here,
David and Monica Kowalski. Lebowski's koulua. Ooh he has a
bottle of it, he showed us. So it's coffee and liqueur,
and they have recipes on their website. They combine them
with chocolate a lot which yum yum. So we really
want to hear the story about that and how people
can buy it no matter where they are.

Speaker 6 (01:52):
Yes, But before we get to our distinguished guests, it's
time for your new business journey. Two and five Americans
are thinking about starting a bus business or are already business owners,
and we like to ask our panel questions that might
be of interest to our audience. So how do you
overcome self doubt as an entrepreneur? So let's start with

(02:13):
Jed what do you think about overcoming self doubt as
an entrepreneur?

Speaker 7 (02:17):
The biggest advice I ever got is to take action.
To move from idea to action gives you confidence because
you start to see what works and what doesn't work,
and you gain confidence from having small successes. Those successes
aren't going to come until and unless you take action.
So move from idea mode into action mode as soon
as you can, and iterate and refine from there.

Speaker 2 (02:39):
I love that, Rick, What are your thoughts?

Speaker 3 (02:41):
My thing would be, do your research.

Speaker 8 (02:44):
What I find is I have one client who spent
years and hundreds of thousands of dollars investing in something
that is never going to really be successful in the marketplace.
And I've got other clients who've generated millions of dollars
because they did the homework up front and really really
did the research to understand this. I think you can
eliminate a lot of the self doubt if you've done
the homework and other research to make sure your product

(03:05):
or your service is viable.

Speaker 2 (03:06):
That's for sure.

Speaker 6 (03:07):
David and Monica, how do you eliminate self doubt or
manage it if you're an entrepreneur?

Speaker 4 (03:12):
It is really that ab testing, right, try something and
go from there, and then you really celebrate those little successes.

Speaker 9 (03:20):
And never be afraid to try.

Speaker 2 (03:21):
There you go, Elizabeth.

Speaker 5 (03:23):
I'm not sure you can entirely overcome self doubt, but
I always think of that old adage be like a duck.
So you're calmly floating on the water, but you're paddling
furiously underneath. And I think the thing is all of
us are doing that, so I think you can look like,
oh my gosh, these guys have it totally together.

Speaker 10 (03:40):
They never doubt themselves. We all do, you know what.

Speaker 5 (03:43):
So No, it's just a natural part of life and
you have to just keep working at it every day
to overcome it.

Speaker 2 (03:49):
Yeah, that's really well said.

Speaker 6 (03:51):
Thank you everybody for your comments, and now it's time
to get to our featured guests, Jed Morley, and he's
going to answer the question for us if your brand
were a person, would it get invited to the barbecue
or reported to HR? So he is a branding expert
and he's going to tell us all about branding. Welcome
to the show. Jed, tell us about branding for entrepreneurs.

(04:13):
What is your advice there?

Speaker 7 (04:15):
Well, most important question you can ask yourself when you're
starting out, is what does my brand want to be
when it grows up? If you can anticipate how big
your brand will be when it's mature, how broad the
portfolio of offerings will be that comprise your offerings, your opportunity,
your business, it can save a lot of time, energy,

(04:36):
and investment because you won't have to make adjustments to
your brand long term. So asking that question, what does
my brand want to be when it grows up? Can
help to make the most of your investment all along
the way.

Speaker 6 (04:47):
Can I just agree with that for a second, because
I remember when we were starting gear Heart Law, I
hired a branding guy. He said that your logo should
just be gar Heart Law, and I wanted to put
in patents, trademark and copyrights in there because that's our specialty.
Well as the firm has grown over the years, we
do other types of legal work, and if we had

(05:07):
pigeonholed ourselves, it really wouldn't have worked from a branding standpoint.
So he had the foresight to help me think long term.
I agreed with him, even though at the time I
wasn't really sure. I thought maybe more specific brand would
help with marketing, but he turned out to be right
in the long term.

Speaker 5 (05:24):
Yeah. Well, and I think that kind of your business
becomes yourself, like your whole life if you're an entrepreneur,
so your brand has to be something that you're proud of,
that's yourself. And it was funny because I went to
a personal stylist to figure out what I should wear
as a podcast owner. It turned out I'm wearing the
same stuff I always wore.

Speaker 6 (05:43):
Because this is a big relief for me because we
didn't need to get a lot of new clothes.

Speaker 5 (05:48):
It's just my personal brand is what I am, and
that's what I carry over into my business.

Speaker 6 (05:53):
Let me ask you, though, how do you build trust
in a brand.

Speaker 7 (05:56):
I love what Steven mrcuvey says about speed to trust.
He says it comes down to two contributing factors. One
is competence. You've got to be good at what you do,
and the other is character. You've got to be dependable
and reliable to do it as promised. And the essence
of branding is making a meaningful promise and keeping it
and enrolling and aligning everyone on your team to partner

(06:18):
with you to build a brand that scales by keeping
that promise consistently across customer relationships over time.

Speaker 6 (06:26):
So the trust comes more from reliability in keeping the
brand promise, maybe more than some sort of sentiment or emotion.
So trust is just that reliability. You could position a
company to be, you know, service companies say, be very aggressive, right,
and as long as they keep being aggressive, that's the

(06:48):
kind of trust that somebody would want that would be
keeping their brand promise right.

Speaker 7 (06:53):
Brand promises are words, and words are important. It's important
to get the words right, words that resonate. More important
is making sure that you fulfill the promises that those
words communicate. We worked with a company called Haven Park,
and Haven Park owns and operates manufactured home communities. That's
a nice way of saying mobile home parks or trailer parks.

(07:14):
They were acquiring these properties from owners who were getting
older and ready to retire. They didn't have anyone to
gift the business to their kids, weren't interested in picking
up where they had left off, and these owners were
concerned about selling to a partner that cared. So we
had that idea in mind of differentiating Haven Park as
a partner that we care for the people who.

Speaker 3 (07:36):
Lived in these communities.

Speaker 7 (07:37):
But we didn't really know what would resonate with them
in terms of making a meaningful brand promise. So we
went out into the field and tested our assumptions. We
took action, and as Rick said, we got insights into
what resonated with the community managers and residents of these
properties across the country. In the course of doing that
insight discovery work, uncovered an opportunity to communicate a sense

(08:03):
of respect. I remember I was talking to one resident
and she was complaining about the fact that her neighbor
would have friends over on the weekend and park in
front of her driveway. When she complained about not being
able to back her car out of the driveway to
go to the grocery store to her on errands, the
community manager didn't do anything about it. Why because the
community manager was good friends with her neighbor, so if
the community manager was playing favorites. When I probed further

(08:25):
to ask what was the problem with this situation, women said,
I just want people to treat me with respect. I
asked a clarifying question, what does respect mean to you?
She said, it means treating people the way you want
to be treated. And because we had done a series
of conversations we'd heard the same sort of narrative. I
was ready to recognize that she had illuminated a truth,

(08:46):
and that is that everybody, especially people who live in
mobile home parks, want to feel respected. And when I
further clarified with her, she said, Oh, it's like the
Golden rule, and that golden rule became the strategic insight
that of have in part community's entire brand strategy. Their
logo is gold and their purpose is to build carrying

(09:07):
communities across America. So that one conversation opened up an
opportunity and an insight to communicate a compelling brand, purpose
and promise belonged to a carrying community. The only challenge
is the company's operations initially weren't ready to live up
to the promise. To their credit, the founders asked me,
could we wait for a few months while we get

(09:28):
some of these operational infrastructure systems in place to be
able to live up to our promise. And I said,
that's no problem. In fact, I really respect if you're
taking the time to get your operations to where you
can live up to what you're conveying in your value proposition.
So they took six months to get their operational house
in order, and when they did reveal and unveil belonged
to a carrying community. They were able to live up

(09:49):
to that promise. They attracted better talent from across the industry,
they were able to attract better employees from nearby universities,
and they were able to retain more of their community
manager and residents the prior owners have been able to
because now there was a promise that resonated with the
residents that they could actually live up to.

Speaker 5 (10:06):
Yeah, that's important. I remember this is a little off topic,
but still kind of about brand. When we lived in Atlanta,
we had this neighbor and they were so happy that
we had bought this house and their old neighbors were
moving out. Well, it turned out the old neighbor had
gotten on the HOA board because this was an HOA
and just ding them for every tiny little thing, Oh,
your mailbox is half an inch too low, and just

(10:29):
after her and after her. And I'm telling you that
really hurt the HOA brand because nobody wants to live.

Speaker 3 (10:33):
There, right.

Speaker 6 (10:34):
I really like what you're saying about waiting until you're
ready to take the next steps. And so sometimes when
you're in the entrepreneurial world, you have to kind of
take a little bit of a risk in terms of
moving your business forward. But also making sure that your
business is ready to take on that risk is also
extremely important.

Speaker 5 (10:55):
I have a question for you, Jed. You have here
services that you give which are really deep branding services.
Like people think of the visual brand like they think
of what do you look like on Instagram? But you
go way deeper than that. You do the whole thing.
But here you have brand messaging. How do you get
everybody on your team if you're growing to have the
same brand message.

Speaker 7 (11:14):
To get everybody on your team to have the same
brand message, you've got to have a compelling reason for
them to buy in and believe that the messages are right.
And to do that, you have to have something to
back up your recommendations and the rationale to support a
new story and new narrative new marketing messages. We found
it really helpful to do in depth interviews like the
one I referenced a moment ago for Haven Park Communities

(11:35):
because it not only adds insight to the brand strategy
and messaging development process, it also gives confidence to teams
that may have had differences in opinions as to what
would resonate because you now have data to support the
direction you're taking the company. We were just talking to
the CEO and founder of a cybersecurity company called Security Metrics,
Brad Caldwell. You mentioned that when we work with them

(11:57):
three years ago, they were growing at something like six percent. Today,
three years later, they're growing at twenty two percent. This
is a twenty five year old company. There're tens of
millions of company revenue generator and they'd been flat for
the previous five years before we started working with them.
So what was the difference? He attributed it to the
alignment that resulted from our work together, and he said

(12:19):
it was because you had done the work to dive
deep to understand the perspectives of different customer segments and
partners and employees, to do a three hundred and sixty
degree review of how the brand is currently perceived let's
call that P one, and how we wanted it to
be perceived P two. And when we developed the brand
strategy and the messaging framework to close the gap between

(12:40):
P one and P two, the team was willing to
adopt the new direction because they knew it was based
and backed by data, and that resulted in alignment, and
that alignment created momentum so that they could start growing again.

Speaker 3 (12:52):
Well that's interesting.

Speaker 5 (12:53):
So we just finished this podcast studio and we designed
it to be more upscale for businesses rather than DIY
although we welcome why and I'm kind of having a
hard time communicating that brand vision to the general public.

Speaker 10 (13:06):
What kind of tools would you use to do that?

Speaker 7 (13:08):
We communicate the right image to your audiences, you need
to first of all, understand their mental map of how
they see the market landscape. To do that, you've got
to find out what their current perceptions are of your category.
So it's important that they give feedback on your brand,
but to do it in context of competitors and comparisons.

(13:28):
And when you have that competitive context, you can see
how your brand is perceived and make moves that are
consistent with how you want it to relate to existing
alternatives in the marketplace and position yourself to be perceived
in a way that will reinforce the desired image and
ultimately relationship that you want to cultivate with your customers.
And I love what you were saying, Elizabeth about it
being more than just the way your brand looks. A

(13:49):
lot of people say I love your brand, and what
they mean is I like your logo, right, And a
brand's a lot more than just the visual identity or
corporate identity. It delves deeply into the words and the
in the culture of a company and its ability to
fulfill on its promises across the team and across customer
touch points.

Speaker 6 (14:07):
Jeb, what experience did you have as a young person,
maybe even as a child, that pointed you in the
direction of being a branding person.

Speaker 3 (14:18):
It's such a great question.

Speaker 7 (14:19):
The experience is that were formative for me and following
the path I'm on now as a brand strategist and
someone who helps companies build brands. That scale started when
my parents would take us around the holidays. We would
take Christmas gifts to people who were shut ins.

Speaker 6 (14:35):
And who were lonely.

Speaker 7 (14:36):
My father was a doctor who was a pediatrist, and
he had people from no pun intended, all walks of life.
He loved his patience and they loved him, and he
knew the people who were lonely around the holiday season,
and so we would take time to take My mom
would make homemade bread and jam, and we would go
with my parents to visit these people, and in the
course of doing these visits, I realized that they had

(14:58):
an interesting backstory, they had an interesting life, and they
had insights and gifts to give and share. We once
visited Jacob Boss. He was from Holland and he was
a symphony conductor and he chose an instrument for each
of us based on our personalities, and that was a
fun metaphorical way for us to learn something about music
and to appreciate him as a person. And that ability

(15:21):
to get behind the superficial, the shallow and really connect
with people made a lasting impression on me. Later, I
studied design, and I thought designing logos was going to
be the way to build brands. But then as I
learned more and had more experience, I realized that there
was this idea of a consumer insight. Lisa Fourkini Campbell

(15:42):
was an adjunct professor at Northwestern University, where I earned
my master's degree in Integrated Marketing Communications, and she was
passionate about uncovering the why behind the buy, What are
the underlying drivers and motives and psychology behind the products
we purchase. She had built a successful insights consulting firm
and we were given the opportunity to do some actual research.

(16:05):
We were given a bar to study in Chicago, and
I was assigned to the Abby Pub, which was an
Irish pub, with a team of four other people. For
ten weeks, we observed and interviewed people to understand the
why behind what they buy as it relates to alcohol.
The only challenge was I don't drink, so the question
was how does a guy who's dry figure out what

(16:26):
these people are drinking and why? And that's where I
cut my teeth on this idea of being able to
uncover insights into the psychology of the connections and associations
people have with their brand, perceptions and preferences. But it
really grew out of this ability to appreciate people and
to want to understand them and connect with them on
a personal level. And I attribute that to my parents.

Speaker 6 (16:46):
Jed Morley, he is a branding expert and founder of Backstory.
We'll be back with more Passage to Profit. Stay tuned
for Intellectual property News and then a little bit later
in the show Secrets of the Entrepreneurial Minds, they tuned let.

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Speaker 2 (19:01):
Back To passage to.

Speaker 1 (19:02):
Profit once Again Richard and elizabeth gearhart.

Speaker 5 (19:05):
And Our Special, guest jed morley. A branding expert and
if you think a brand is, just your. Logo hold
on there's way, more To it and jed's helping. Us
THROUGH that but i just. Opened, Our pod WELL richard
and i just opened, our podcast studio and Since we,
HAVE jed here i wanted to pick his, brain A
little so i asked him for things he would do
to start a brand strategy for. A Podcast studio the caterre's.

(19:27):
More to business so you're, On. The spot jed.

Speaker 7 (19:30):
Get crystal clear about who your most. Important audience is think, about,
the words images and the experiences that would reinforce the
desired perception you want to, impress upon them and think
first from an empathetic, point of view what problems you can.

Speaker 6 (19:46):
Solve for them make.

Speaker 3 (19:47):
Them the hero.

Speaker 7 (19:48):
Of your story you're guiding them to overcome the. Challenges
they face and deeply understand how you're in a position
to be able to help them achieve their. Desire and
outcomes and then build and design a world that is
aligned with. That desired perception it has to be, True
to you so there's always got to, be an underpinning
grounding foundation that connects to, what you value and you

(20:09):
can build on top of that an expression of your
values and your brand that resonate with. Your desired, audience great.

Speaker 6 (20:15):
ADVICE very, strategic, I think.

Speaker 5 (20:17):
Yeah i'm doing, some OF that BUT i think i
need To hone what i'm doing a. Little bit better
because it's. A new business i'm looking to see. Who,
shows up.

Speaker 6 (20:24):
Jed what's your favorite brand? BESIDES your own I.

Speaker 7 (20:27):
Really love sonos they do a nice job of packaging
a product that's well designed and. Easy to use so
between the time you open it and, can use it
takes about fifteen twenty minutes, to set up and you have,
professional grade sound WHETHER it's your tv sound system or music,
throughout your house and you can tune it and selectively
turn on, and off speakers so you equip your house

(20:49):
with music and audio. Content in minutes that's a. PROFESSIONAL
grade experience i think they do that better. Than ANYBODY
else and, i love music so it's been A brand
that i've. Really to love that goes back.

Speaker 10 (21:01):
To customer experience.

Speaker 7 (21:02):
It takes a lot of work to.

Speaker 5 (21:04):
Do it well there's a lot of steps to.

Speaker 10 (21:05):
Doing, it right.

Speaker 2 (21:06):
Yeah Important.

Speaker 6 (21:07):
Stuff jed morley he is a branding expert And Founder,
Of backstory jed where do?

Speaker 2 (21:12):
People find you.

Speaker 7 (21:13):
People can find Us at backstory, branding Dot com backstory
branding dot Com. And On amazon, after june third the book.
Will be Available it's called building a. Brand that scales
they can also find.

Speaker 12 (21:24):
Me.

Speaker 6 (21:24):
On LinkedIn perfect now it is time to move To,
intellectual property news. My favorite, segment for sure we're going
to be. Talking about trademarks we never mix passage to,
profit and religion but today.

Speaker 2 (21:39):
Is an exception There's.

Speaker 6 (21:40):
A new Pope, i'm NOT catholic but I, am from
chicago just Like the. New pope is so. We're solid
There We. Have pope leo and as soon, as that
happened of course the capitalist came out of the woodwork
and decided to start filing trademark Applications.

Speaker 2 (21:54):
On, The pope Right, So, bears.

Speaker 6 (21:58):
HOPE yeah obviously I Mean Remember saturday night live was
a big hit and they had Us Git about du
bears and it sort of became The. Sound of chicago
so anytime Anybody, thinks of chicago they Think, Of The
bears Du Bears or dub. Pizza or whatever so Now,

(22:18):
it's the pope and so people have been, filing trademark applications,
mostly for apparel to protect their. Interest in this the
funny Thing is that i'm not really sure any of
those applications, will be granted because in order to trademark
the name of. Somebody not yourself you have to. Get
written consent i'm not seeing. Po written consent that's not.

Speaker 10 (22:42):
Actually his name His Name Is pope leo well and.

Speaker 6 (22:45):
So they'rein lies the interesting twist in this because if
it can be directed, to a person even if it's not,
that person's name it can be, associated with them then
you still need to get that Consent and kill that's.
A good, ARGUMENT i mean i think that if people are,
serious about this they should make that because it's not,
a person's name.

Speaker 2 (23:06):
It's a title but don't you think.

Speaker 5 (23:07):
That he'd give, us consent anyways because it's said with
affection and, it's good. BRANDING right right.

Speaker 6 (23:14):
I hope's got nothing else to do than sign consent
letters for people he doesn't KNOW in the us to
get trademark applications granted as an.

Speaker 10 (23:24):
Assistant to it think One of.

Speaker 6 (23:25):
Those aultar boys, but you know you could go, to
his brothers one of his brothers and.

Speaker 2 (23:29):
Maybe ask, THEM you know i, Don't.

Speaker 10 (23:31):
Famous too so.

Speaker 6 (23:33):
That's the situation i'm going to put this. To, the
panel rerick what are your? THOUGHTS on this i love.

Speaker 8 (23:38):
The fact that people are being creative and It's really
what our capitalist economy Is built On.

Speaker 6 (23:43):
David and monica what are your thoughts going into THIS
and say.

Speaker 4 (23:47):
I love it it's the hustle.

Speaker 9 (23:49):
Utilizing his image in the. LOGO or, DESIGN i mean
i think that takes it to. The next level you.

Speaker 5 (23:54):
Got to, Have that hustle?

Speaker 4 (23:55):
So why?

Speaker 5 (23:55):
Not, Why not.

Speaker 6 (23:56):
Jed so you're, the branding expert do you think this
is like a well thought out branding strategy?

Speaker 2 (24:02):
Like you, advocate.

Speaker 7 (24:03):
Probably not but it's opportunistic and there's a. First mover's
Advantage if the pope wanted to, LEAN into this i
think it would make him even more effective and beloved.
By more people we'll.

Speaker 5 (24:12):
See what happens you.

Speaker 2 (24:13):
See what happens.

Speaker 6 (24:15):
That's pretty funny and if you have a trademark that you,
want To Protect your heart law works with entrepreneurs worldwide
to help them protect their brands and their. Technology through
patents you can go to our website learn more about
patents dot com or learn more about trademarks dot com
and download a free white paper that explains the patent.

(24:37):
And trademark process or you can book a Consultation With a.

Speaker 2 (24:42):
Gearhart law attorney.

Speaker 5 (24:43):
Listeners you're Listening to The passage to Profit show With Richard,
and elizabeth gearhart.

Speaker 2 (24:48):
And we'll be back.

Speaker 13 (24:49):
Right after this learn how thousands of smart homeowners are
investing about a dollar to avoid expensive. Home, repair bills
john a, former, non customer said my air CONDITIONER broke
and i had to spend nineteen hundred dollars. To fix it, jeff,
a customer wrote my. AIR conditioner broken i got a
new one at no out. Of, pocket cost mary a former,

(25:10):
non customer wrote my heating. SYSTEM stopped running i had
to spend three thousand dollars to get. A, new one lisa,
a customer wrote my. HEATER stopped working i got it
fixed at no out. Of pocket cost for about one,
dollar a day you can have all the major appliances
and systems in, your home guaranteed. Fixed or. Replaced call
now if the, lines are busy.

Speaker 14 (25:30):
Please call Back Call the home warready hotline now at
eight hundred two five five four nine four oh eight
hundred two five five four nine four oh eight hundred
two five five four.

Speaker 11 (25:43):
Nine four oh that's eight hundred two five five. Forty
nine forty.

Speaker 12 (25:48):
Are you looking for the cheapest prices, on car insurance
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that's eight hundred four to three oh sixty. Seven twenty
Two passage.

Speaker 1 (26:49):
To Profit continues With Richard and elizabeth gearhart.

Speaker 6 (26:52):
And Our Special, guest jed morley who is. A branding
expert he's delivered amazing insights into the branding process and
we feel especially fortunate to have them with us just.
For your Information passage to profit is a nationally syndicated
radio show heard in thirty eight Markets Across. The united
states our podcast is ranked in the global top three

(27:15):
percent of podcasts According, to listen notes and we have
recently been selected By feed spot podcasters database as a top.

Speaker 2 (27:25):
Ten entrepreneurial podcast so.

Speaker 10 (27:27):
How for two years, in a row this is. A,
second year.

Speaker 6 (27:29):
Yeah, Good for us and now It's Time. For elizabeth
spotlight tell us what you've.

Speaker 2 (27:35):
Been, UP to.

Speaker 5 (27:36):
Well i have been sharing my journey as an entrepreneur in.
MY different ventures i was trying to make a video
director of. Small business owners people hate, being on video. You,
KNOW what anyway i was maybe a little before my
time because now you have to.

Speaker 10 (27:51):
Be on video and if you want to know, more
about that just. Ask me, later but.

Speaker 6 (27:56):
No but your point is that if, you're in business
having can. Be, very advantageous well.

Speaker 5 (28:03):
You have to, have them now because that's what if
you want to get, Any online business google, change or
algorithms and they're. Favoring videos now so if you don't,
have any videos then they're going to just put your
website at the bottom when people are, searching so anyway
that's why we shoot everything in, a video studio and
the podcast studio is. A video, STUDIO and anyway i
switched from that to really doing a deep dive Into

(28:24):
podcasting AND richard and i spent the Last YEAR mostly,
richard i helped but he really put.

Speaker 10 (28:30):
It all together we.

Speaker 5 (28:32):
Did it together so we spent the last year working
on this and we had. OUR grand opening a lot.
Of people came. It was great so networking is huge
when you're trying to start, a new business try to
get as many people as you can to be it was.

Speaker 6 (28:46):
JUST so FULL i didn't i couldn't believe how many
people they.

Speaker 2 (28:49):
Fit in here part of.

Speaker 5 (28:50):
IT was because i have relationships that go back years
with people who are connectors and, very good networkers and
they Helped me And I'm our slogen corelli in particular
was really key in helping me get people here a
lot of interest. In the studio i've had a lot
of people coming by since the grand opening talking about
the projects they, want to start and so it's really

(29:12):
for me about this podcast studio and helping. People START
podcasts is i. Love doing it It's like what. I'M made.
For i guess So back to jet's wait of really
what your why and really?

Speaker 10 (29:24):
Who are you and is this a good fit for you? As,
a person. Yes.

Speaker 5 (29:27):
It is so i'm also Still Doing the jersey Podcasts
Podcast with daniel wollio that we've taken a break because
she's had some other. Stuff GOING on and i still
have the meetup group Podcast And, YouTube creators community and
we're going to be talking next time about using video
editing tools IF you're a diy type of person to
edit your videos so that you don't have to spend
a whole bunch of money.

Speaker 10 (29:47):
To do it you just have to.

Speaker 5 (29:47):
Spend the TIME but the ai stuff is just making
everything easier and.

Speaker 10 (29:51):
Easier, and easier yeah.

Speaker 6 (29:53):
That's really changing the face of. Podcasting for sure do
you want to talk? ABOUT chicken now i do want
to talk.

Speaker 10 (29:58):
About chicken now it's just going.

Speaker 2 (29:59):
To into that i'm hungry even.

Speaker 10 (30:01):
Thinking about it don't be because this is.

Speaker 5 (30:04):
The medical minute there was A study done they're.

Speaker 2 (30:08):
Going after chicken they're.

Speaker 5 (30:09):
Going after chicken it Was done in italy where People
Eat the, blue Zone diet, the mediterranean diet and they
studied people for nineteen years and.

Speaker 10 (30:20):
Sixty, nine participants well that sounds like.

Speaker 2 (30:22):
A great Job from two.

Speaker 5 (30:23):
Italian cohort studies they did interviews with them on, their demographic, backgrounds, general,
health lifestyle, habits personal, histories weight, heighth blood pressure, their
food intake everything and the results. Of this study what
they found is if you eat more than three hundred,
grams of chicken.

Speaker 6 (30:39):
Which is not a, lot, of chicken right that is
ten that's like One, The, colonel sanders yeah that's.

Speaker 5 (30:44):
Ten, point six ounces so that's like maybe two and
a half three chicken breasts right. In a week it
was associated with an elevated risk for all cause mortality
and more than double the risk for death from gastrointestinal
cancers compared with eating less than. One hundred grams so
like four ounces.

Speaker 2 (31:00):
CANNOT be, true i mean where did?

Speaker 5 (31:02):
YOU find this i found it on two different sites
on the internet because THE first, one i read or it's,
two different studies it's the same study on. Two different
sites total of ony twenty eight participants out of the
four thousand and sixty nine died during the period.

Speaker 2 (31:17):
And it's because.

Speaker 5 (31:18):
They ate chicken ten percent were due to guess. OR
intestinal cancer i ate, Too MUCH chicken so. I, DON'T.

Speaker 2 (31:25):
Know, WELL i mean.

Speaker 6 (31:26):
I don't know i could see it IF it's like
i had all these. Hormones in it but This is, like,
italian chicken right they don't they have like.

Speaker 2 (31:32):
Clean birds there i'm not.

Speaker 5 (31:34):
Sure that they were able to control all the variables
or account for all the variables because they were like
maybe some of it. Was more processed and then, LIKE
pancreatic cancer, i don't know, in liver cancer a couple
like did they really test how much these? People were
DRINKING but basically i guess just everything in. Moderation, is better.

Speaker 6 (31:54):
Well you, can't eat beef fish is bad because. It's
got mercury, mercury in it. And now chicken but there WAS.

Speaker 5 (32:00):
One that i will believe literally and. This is true
one hundred percent of people. WHO eat die i knew
that was.

Speaker 6 (32:09):
Coming for sure i'm sure a regular listener that is
that the first time she's made that joke after one.

Speaker 10 (32:15):
Of, these studies anyway, enough about this. This is ridiculous Let's, Get.

Speaker 2 (32:20):
To yeah i'm still going to. Eat more chicken let's
get us The more.

Speaker 5 (32:23):
Interesting i'm giving i'm just going to eat a little
bit of a variety of FOODS and hope i don't.

Speaker 2 (32:28):
Die.

Speaker 5 (32:28):
Too, soon okay anyway next we're going to Be Talking.
To rick english he's the Founder, of up advisors a.
Business consulting company go to his website see. WHAT he,
does i mean he'll explain, it HERE too but i
really feel like he can put the finger on what's
bothering you with your business and how to make your.

Speaker 10 (32:45):
Business run Better, so welcome rick and please tell us.
What you Do.

Speaker 8 (32:48):
At up advisors we consider ourselves to be business, consultants
and coaches so we like to dig in get to.
Know a business we like to start with, a discovery
call and then we'll. Go from there if it makes
it's for us, to work together we'll go to what
we call. A deep dive so we're going to dig
into five buckets, of, business, people, process product profit. And
customer experience so, we dig in get to know where,

(33:10):
the issues are get to know where, the opportunities are
and then we prioritize action to address the issues and.
Maximize the opportunities and typically we do that in either
a weekly or bi weekly coaching call, and consulting call
but we'll also take on projects to really tackle those
issues or to.

Speaker 3 (33:27):
Maximize the opportunities.

Speaker 6 (33:29):
So what are the most common issues you run across
working with. ENTREPRENEURS and businesses.

Speaker 3 (33:35):
I would say.

Speaker 8 (33:35):
The three cores number one is not, knowing your numbers
so not having your books, up to date not tracking
those key numbers. In your business one of my VERY first,
clients i served he Was managing, what I'M doing what
i call managed By bank account so he's paid eight
hundred dollars a month over here, for a bookkeeper and
then he wasn't actually getting the financial reports and using

(33:55):
it to. Make good, decisions, HE just oh i, got
Enough money so i'm going. To do this Ultimately my
BANKRUPT and so i really encourage you to. Know your
numbers the number two challenge is hiring the right people
so that you can maximize.

Speaker 6 (34:07):
Your time value can we go back to the numbers thing,
for A minute because i'm a big NUMBERS person and
i think knowing your numbers is absolutely key because you
need to know whether you're, making. A profit right so
what do you, tell people though Who are, Just they
say i'm not, A numbers person i don't. Understand this
stuff so how do you get them to understand the

(34:27):
numbers of their business well enough that they can make.

Speaker 8 (34:31):
THE right decisions i usually just let them know that
it's really not. An option either you got to have
somebody help you. Get those numbers, but generally speaking you
really need. To just learn if you want to be
in business and you want, to have success you've got
to take a small amount of time to get.

Speaker 3 (34:45):
Those numbers right otherwise it's just going to.

Speaker 8 (34:48):
Be a challenge it's going to be a challenge to,
make good decisions it's going to be challenged to, have
good information.

Speaker 3 (34:53):
And so we're.

Speaker 8 (34:54):
All about teaching some people are Scared. Of quick books
QuickBooks is the number one business bookkeeping. Software out there
people are. Scared of it but once they get comfortable
moving around and if they, have a bookkeeper we get
the bookkeeper to partner with them and to, also help
educate And over, time i've, found you know a lot
OF people that i work with don't know their numbers,
when we start but they're generally very comfortable after a

(35:14):
relatively short period of time because they've gotten comfortable with
the software and they understand what they need to.

Speaker 3 (35:20):
Be looking for.

Speaker 6 (35:21):
What's wrong with managing through? Your bank account why can't?
You do that you just, Look, And see oh i've
got three thousand. Dollars in there this new piece of equipment.
Costs five hundred why not?

Speaker 8 (35:29):
Just buy it there are certain situations where you probably
could get, away with it, but generally speaking if you
don't know what, your obligations are so how much money
is in your bank doesn't tell you how much you
owe twenty vendors that you owe money, too and so
or what other expenses are coming. Down the lines if
you don't have good, visibility into that you might spend
the five hundred dollars and find that you you, owe
five thousand and now now you're twenty five hundred.

Speaker 5 (35:52):
IN the whole i used quick in for our household,
expenses years ago and it used to frustrate the heck
out of me because the way it, WAS set up
i could not GET the information i wanted IN the form.
I needed, it and now being much older, AND maybe
wiser i found that basically any software you use is going.
To have deficits you're never going to get everything you want, from, A,
software right so do you really feel like QuickBooks is?

(36:14):
The best one is it? THE easiest? One i know
there's other softwares. For managing money but really, you SAID
QuickBooks and i kind of agree because there's so many
people that know how to use it that you can find.
A consultant easily or would you? Recommend, Something else.

Speaker 8 (36:27):
Yeah QuickBooks does a. Really good job, it's not perfect
and they're. CONSTANTLY improving it i don't recommend, the desktop
version it's kind, of DYING out but i think the
QuickBooks online version is pretty easy, To use sometimes, AND
you're right i mean accessing help, is super easy Whether
it's from QuickBooks or from a consultant or.

Speaker 3 (36:46):
From, A bookkeeper yeah i think.

Speaker 8 (36:47):
IT'S the best i guess it just depends too on,
size of business because there is a Point at which.
QuickBooks becomes insufficient but for most, small business owners small
even medium, sized business owners QuickBooks is probably.

Speaker 3 (36:59):
The best option. For, BUSINESS financials.

Speaker 6 (37:01):
Yeah i think there's a lot of softwarees out there
in the accounting realm and, Other realms too and there's
kind of the more established brands which tend to be
a little, bit more expensive and then there's also new entries.
To the market sometimes the new entries though there's still.
Kind of buggy they don't really, work that well and
if you go with, the established brands then you have

(37:22):
the advantage of a large Support network, like elizabeth mentioned but,
also they're stable so they're going. To be there we
ONCE hired an hr company that went out of business.
After two years they were a startup and they were a,
client of ours and so we wanted, to support them, And,
they're like okay why don't YOU use. Our hr software
we didn't have, that many employees but it turned out

(37:44):
that when, they went bankrupt we had a hard time
getting some of our payroll records out of that and
the software never. Quite worked right, everybody got paid but
there were. Some GLITCHES there so i do think that
staying with sort of the standard brands is not. A,
bad idea yeah whenever you pick a software, for a
company you have to do your research and understand what

(38:04):
are the pluses?

Speaker 2 (38:05):
And, The, minuses.

Speaker 8 (38:06):
Right yeah absolutely and the other thing about quick books,
at this point because it's, so widely used all the
integrations that everything that it integrates with, is you know
you'd be missing out quite a BIT if, you i
mean zero. Is out there zero's probably the, next most
common but it's. A distant second and so you've got
all these integrations quick books will integrate with so many

(38:26):
different platforms that and sometimes it, does it well sometimes,
not so well but generally you have that ability to
make it. Work pretty well so everything kind of talks
to each other and simplifies. Your technology overall.

Speaker 5 (38:38):
So there's a little bit of, a learning curve but
it's a learning curve an entrepreneur, has, to. Climb right
absolutely so number.

Speaker 3 (38:43):
Two was people number. Two, is people yeah so it's
really hiring.

Speaker 8 (38:48):
THE right people i was on a call with a
client a Mine out in colorado this morning who owns a.
Window film business they apply window film mostly in the commercial,
and commercial spaces and he needs to, hire an assistant
and it's the First thing we this was our, third
call today and it's really clear he's spending all this
time on administrative stuff when he needs to be spending
his time. On sales marketing so that next step for

(39:10):
him is to really hire an assistant who can move
the needle and enable him to focus on what he
does best and what's most needed.

Speaker 6 (39:17):
In the business so a question that a lot of,
business owners have? Who are startups when do you Make
that higher because on, the one hand you're trading time,
for money right and so you. Need more time but
it's going to cost money to pay this person and
it's also going to take time to, communicate, With him
right so how do you.

Speaker 8 (39:36):
Make that decision there's not a, simple CHECKLIST necessarily but
i think there are a couple of things to. Really
look at one is you need to have, sufficient working
capital that available money to spend the five hundred dollars
that you talked.

Speaker 3 (39:48):
About earlier to.

Speaker 8 (39:49):
Buy that item but you need to have that working
capital because you know you don't want to do is
pull somebody away from another company into your company and
then find out you only have three months a runway
and now you got to. LET them go i always
say You're not getting you don't get married, to your
employees but you do want to treat them fairly and
you don't want to put people in. A tough situation
so you got to have, that working capital and you've

(40:09):
got to have the right the trajectory's got to be there.

Speaker 3 (40:12):
In your business so if you are going to trade your.

Speaker 8 (40:15):
Time for money in the form, of an employee you
also got to have a real clear path and we
talked about.

Speaker 3 (40:20):
That this, morning it's like what are you going to do.

Speaker 8 (40:22):
With that time, in his, Case he said i'm going
to focus my time on sales marketing And making sure
i'm following up on emails because he gets behind on
his emails. All the time so being able to have
a clear plan and a clear path to utilize that
time so that you can make more money to pay.

Speaker 3 (40:37):
For your your person. Is super important so those would
be the number one and number two.

Speaker 5 (40:41):
THINGS for me i just want to throw something IN
here that i just recently experienced. WITH the studio i
went to a, seminar on grants And This. Is new
jersey other states probably. Has SOMETHING similar, but, i said
WELL what if i want to HIRE somebody and i
don't have the money. To do it is their money
available to help? Me hire someone and, they Said Yes.
The labor department go. On their website they. Do HAVE
grants so i know it's. Hard to think is parting

(41:03):
with that harder in cash, To hire somebody but there
is government help in a.

Speaker 10 (41:07):
Lot of places.

Speaker 3 (41:08):
They're definitely in a different.

Speaker 8 (41:10):
State to state it's it varies also depending upon the nature.
Of your business there are programs for people that are
getting out of and so it sounds crazy getting. OUT of,
prison i mean they may not have committed, some crazy
crime but that transition process where you can literally get
thousands and thousands of dollars over over many months to fund,
a new employee may not be best for say an.

(41:30):
Office person necessarily but you, know these people they're going
through training and while they're incarcerated and. They get opportunities,
there's also grants there's there's a lot of different opportunities
that you can.

Speaker 3 (41:41):
Take advantage of so highly.

Speaker 6 (41:42):
Recommend, THAT excellently yeah i love your point about having
a clear direction for what you're going to do. With
your time so if you're hire somebody and just spend
your extra time, watching YouTube videos that probably is not
going to move your business in, the right direction unless
you're watching a passage of, profit YouTube video or which
case you're learning every second.

Speaker 5 (42:02):
Houning YOUR skills but i do think the sales and
marketing is. A good place i feel like a business
owner should be out there in the community getting to
know people and talking to people about, what they do spreading.

Speaker 2 (42:12):
Their.

Speaker 5 (42:12):
Brand information right, Speaking, of which jed did you have
a question or comment.

Speaker 7 (42:17):
Me be Interested to know rick from your, perspective and
experience what are the mindset shifts that entrepreneurs need to
make to.

Speaker 8 (42:24):
Grow their businesses one of the big things is you have,
to promote yourself and you also, in promoting yourself you
have to understand the value of an hour. Of your
time so one of the very First things that i'll
do with New clients is i'll ask them what is
an hour of? Your time worth not what do, you
pay yourself but what is the value of an hour of?
Your time worth. So that impact some, people will, say you.

(42:45):
KNOW fifty dollars i have one guy. Say, five thousand
well he obviously has already figured out that he's already made,
the mindset shift but so many.

Speaker 3 (42:51):
Are, THERE'S stuck WELL i.

Speaker 8 (42:53):
GOT i gotta i can't turn it over to SOMEBODY
else because i don't trust THEM or Or i have
i'm the only one who. Can, do it WELL you're
doing i mean twenty dollars an hour work and your
time is worth minimum one hundred fifty. DOLLARS an, hour,
i say everybody every business owner's time is worth at
least one hundred and.

Speaker 3 (43:07):
Fifty an hour so you have.

Speaker 8 (43:09):
To change YOUR mindset from i can only DO it
to i need to trade my, work for value my.
Time for value you got to switch from doing twenty
dollars an hour work to do one hundred and fifty
dollars hour work as much as.

Speaker 3 (43:22):
You possibly can that's one of the BIGGEST things.

Speaker 8 (43:24):
That i see you have to be in a place
where you are maximizing the value, of your time and
that can. Look different ways, some, PEOPLE think well i got.

Speaker 3 (43:33):
To go hire a.

Speaker 8 (43:33):
Full time employee they got to be able to do all. These,
different things well you can hire. A virtual assistant how
many people on this call are familiar. With virtual assistants they're.
A good resource you can hire, somebody part time. Hire
fractional people we're talking about. QuickBooks and bookkeeping a bookkeeper
can make. A significant impact you might pay somewhere between
three and five hundred. Dollars a month they take that burden,

(43:54):
off of you but you're trading your time, for real
value and.

Speaker 3 (43:58):
So it's huge that's why it's in the top. Three
for me had a time.

Speaker 5 (44:02):
FOR this segment i feel like we've. Barely, got started
yeah but.

Speaker 2 (44:05):
Have, good information though.

Speaker 5 (44:07):
How do people find you if they want to pick your,
brain some more?

Speaker 3 (44:09):
Get, your services yeah they can reach me at.

Speaker 8 (44:12):
Myopadvisors dot com they can Find, me on LinkedIn they
can Email me our english at. Myopadvisors Dot com and
i'm also pretty active, on social media so they can
Find me On facebook and instagram and TikTok and.

Speaker 3 (44:25):
All, the others, Well.

Speaker 5 (44:26):
Thank you, rick you know you've really given me some
food FOR thought because i was going to do some
low level WORKING him thinking i should push it off on,
the marketing Assystem.

Speaker 3 (44:34):
Appreciate It passage To Profit With.

Speaker 6 (44:36):
Richard analizabeth perhart so.

Speaker 5 (44:38):
Now, We're on Too David. And monica kowalski and this
is really, A. Cool product kulua it's an nostalgic award
winning blend of, coffee and liqueur born from. A family
recipe tell us. All, about this.

Speaker 4 (44:52):
Well we, have two businesses so. We're THOSE entrepreneurs and
i Worked in corporate america for, twenty eight years, laid
off Position, moved to INDIA and then i forty five
days opened a tap ROOM just because i didn't know
that it was supposed to take. Longer than that, and
you know we, just were, like all right. Let's jump
in but WHAT happened is i was having difficulty finding,

(45:15):
a coffee liqueur And with the, lebowski's tap room you
have to Have, a, White russian right and it was
REALLY serendipitous because i was. Looking my daughter there's rites
of passage. In our HOUSE and while i Like to
think i'm a, cool Hit mom. But i'm, not you
know you have to be eighteen to, do some, Things
you know it's just. You have to and our youngest

(45:36):
wanted a tattoo and she wanted it of, my mom's
handwriting which is very. Near and dear my mom, had
passed away and so she. Wanted her handwriting and so
we were looking in the pupperware recipe book that everybody had,
in the seventies and it was green and then he
opened it up and it had pictures on it and
it was like jello salad and it had all these

(45:56):
things that everybody's mom, had, Her grandma RIGHT and so
i still have that because that. Was my mom's and
so We're. LOOKING for henry i found my dad's recipe
for coffee liqueur that he. Used to make and my
dad PASSED away when, i was EIGHTEEN and so i
hadn't even Had. A white russian had, thought ABOUT it and, i,
was like oh let's, try this out let's see. If

(46:17):
it works and of course it was Laid out very
i'm sure he had done many, a, b testing right
it was, what you do this is. The next step
things were underlined, a couple, times you know like.

Speaker 5 (46:31):
It's, just very specific very specific.

Speaker 4 (46:33):
Region of coffee all of it was. Like right THERE
of course i put everything together in a pot and didn't,
turn out right turned. Out like CANDY so then i.
Followed it exactly AND then then i had the perfect
test kitchen because we had, the tap room, and you
know with our liquor, license and everything and most liquor licenses,
across the country you. Can infuse things so you'll go

(46:55):
to like, your favorite restaurant they maybe infuse A Vodka,
with polly Ranchers, or with, halapano's you. Know a tequila
you can do. All of that so it was basically a.
Housemade coffee liqueur so FOR eight months i made Coffee.
Liqueur at lebowski.

Speaker 2 (47:13):
It was a very, happy eight months.

Speaker 4 (47:15):
Happy eight MONTHS and then i, was getting this can?
We buy it can? We, buy it well that's where the, liquor,
license changes right because then you, become a bootlegger so
you can't, do that chist so then.

Speaker 8 (47:28):
You want to.

Speaker 2 (47:28):
ADMIT that publicly i never sold it other than we.
Are attorneys here by the.

Speaker 4 (47:33):
Way we, talked about it, it was like what's the worst
case scenario is we. Sell a palette we had to.
Buy a palette so we found A. Distiller blackat distillery
we're really Good, friends with joe and we just kind,
of was like what does? This look like what's, the?
You know cost can we how do? We do this
and if you, were my attorney you'd be REALLY happy because, i,
was like well how are? You doing this, and, he's
like oh it's just a, fee FOR service and, i,

(47:54):
was like okay. Let's sign that so we we did,
fee for service did, our first palate and we sold
fifteen hundred bottels.

Speaker 9 (48:04):
In the first sixty days that.

Speaker 2 (48:06):
We launched it so what makes? It so fantastic there's.

Speaker 5 (48:09):
A lot of things that make.

Speaker 4 (48:10):
It really fantastic, it's gluten free it's one hundred. Percent
additive free so if you look at other coffee, of
the cours a lot of them have caramel coloring and.
Add additional things there's really nothing in there other than.
All natural.

Speaker 9 (48:26):
Ingredients that's it monica's dad chose to use vodka, as
the base and so that is really what works. To
our advantage the vodka doesn't add an extra flavor, to
the product so It lets the columbian coffee that we
use really shine through. In the product it also doesn't
add an, extra sugar COMPONENT so the ttv won't let
us put this, on the label but ours ours tends
to be about a third less sugar than most offil

(48:48):
the cores on, the market Currently and, as monica mentioned
it acts as. A natural preservative so we're one of
the only major coffee of the cores on the market
that has, no artificial flavors, no utificial colors.

Speaker 4 (48:59):
And it's a flavor and definitely when, it's BEING made,
it's i mean it just takes me back to, and,
somebody's like oh how old were you when you? Were making?
It for, SEVEN you KNOW i, Mean i was i'm,
an ONLY child so i was in the kitchen. With
my dad but then it was something that brought. Me
back too we gave this out, to the neighbors right there.

Speaker 12 (49:18):
Was that.

Speaker 4 (49:18):
TRADE it was i grew up in a Very, Small
town trendad colorado, population you know eighty five, hundred coal
miners and it. Was that nostalgia and then somebody Has
a white, russian they're like, OH my GOSH i forgot i.
Love this drink or now it's. The espresso martini but
you can mix because it is such. A neutral spirit

(49:39):
we do a Lemon, cello white russian, which, sounds like
oh you're mixing lemon and coffee and. Half, and half
no It tastes like. German chocolate cake.

Speaker 5 (49:48):
And this has. Quite a kick it's like twenty percent,
Alcohol right.

Speaker 6 (49:52):
Correctly and that's another reason. For its popularity and like
if you go, on.

Speaker 5 (49:56):
Their, website no kidding they show it like. WITH chocolate
brown i mean you pour this over a chocolate that's like.
HEAVEN to me i just want to say that.

Speaker 4 (50:05):
Looks, so good now everybody's palate is, a. Little different
Right you, have dutch Brothers, you have starbucks you have whatever,
coffee you know like people go out. And have coffee
let's go, have, Coffee somewhere right so our pallets are
a little DIFFERENT than when. I was young we Did
it during christmas because that was, like cold weather it.
Was hunting season there's a lot of things that were

(50:27):
brought into that from a culture, and family perspective and
now it's, LIKE you know i mean THAT was when
i think my dad probably would complain to somebody charge
fifty cents for coffee. With no, rebill, you know like
what are? You talking about and now.

Speaker 14 (50:43):
That?

Speaker 4 (50:43):
Eight dollar coffee.

Speaker 6 (50:45):
So can you describe the taste of this? To our
listeners how would? You describe it so different people.

Speaker 9 (50:50):
Get different notes the most common things obviously like a
caramel or brown sugar type of and definitely that coffee flavor,
really shines through.

Speaker 4 (51:00):
And even non coffee drinkers will taste. Like, Chocolate notes
yes so when we've competed in, different spirit festivals that's
a thing. That comes through is a is a is
not only, just the coffee the maple of vanilla and.

Speaker 9 (51:14):
Then a chocolate we have developed fifty five different Recipes
for white russians using every single alcohol, you can, imagine
absinthe based, lemon cello based. You name it we've tried
it with our coffee. Of the core we have ten
different espressal martini recipes. That we make one of the
crazier ones is a hot honey tequila espresso martini that.

Speaker 2 (51:33):
Is just wow these are all.

Speaker 4 (51:35):
Things, that we. Know we share this is part of
our culture and our brand, because at, FIRST you know i, colleagues,
would go well you're. Giving, out recipes well it's. A
consumable PRODUCT of course. I.

Speaker 2 (51:44):
WANT them yeah.

Speaker 4 (51:47):
I also own a chap room where anybody can. Make
a hamburger but they come to eat A hamburger that
i made because they didn't have.

Speaker 14 (51:54):
To.

Speaker 5 (51:54):
Make it right they.

Speaker 2 (51:55):
Like your hamburger.

Speaker 7 (51:55):
They, Like, Cameras so Kid, monica and david how are
you incorporating the or and story for how you? Found
this recipe we discovered it and developed it into. Your
market facing that is on all.

Speaker 4 (52:06):
Of our, like shelf talkers it is on everything that,
we you know like even our team at the tap
Room because in colorado you can take bottles, home with
you so anything that it's incorporated. Into our website so it,
talks about, how you know we're honoring my dad with. A,
family recipe. Right it's here it's made right in The,
heart of colorado in the Middle Of, the united states

(52:28):
versus nothing to be imported or. Anything like that and
you can buy it and request it online in the
cities and. States that allowed that's something that we incorporate,
on our website, on any talking, any sales meeting that story.
Is brought up so that, way they know and you
know it's fun is, because you know my Dad's name
was Donald. And so donnie it kind of incorporates. Into

(52:51):
the movie so we even have a little thing that
says A tribute to donnie.

Speaker 5 (52:54):
For those who don't know what was the movie, That You're.
Referencing big lebowski so You have, ko lua right. That's
your website can you kind of spell out how people
find you? On, your Website.

Speaker 9 (53:07):
Actually It's labowski's kool. Lua dot COM it's l E
bow s ki s k o l l uah dot
com and they, can go there find out about more,
about our story find recipes for both food, and cocktail
drinks fun interactive things that take them back to our taproom,

(53:27):
website as, well, tea shirts merchandise all that. Kind of thing,
and more importantly they can go and directly. Order the product,
in most states we have online sales live now and
they can go on and. Check that out you can
also see the different awards that we've won. For the
product so we picked up our first gold medal for
The Product in san Diego At The San Diego international Spirits.

(53:50):
Festival in february we just recently won three additional gold
Medals At The Los Angeles, imitational spirit challenge and we're
currently Competing In The New York international spiritual being Back
Of the Wood Knock on wood nice do just as
Well On. The east coast so.

Speaker 5 (54:06):
It sounds like a. Really popular product it sounds like
could be a great gift for the person who. Has
everything right, you, give them yeah something they, Haven't tried
before so thank, you very. Much a star you're Listening
to The Passage to Profit show With Richard and elizabeth
gearhart and our Special Guest, today jeded morley and we
have been talking about all sorts, of different things but
it all comes back to, promoting your business getting your,

(54:29):
brand out there and what you want to.

Speaker 10 (54:31):
Say about yourself and we'll.

Speaker 5 (54:32):
Be.

Speaker 6 (54:32):
RIGHT back man i had, a rough.

Speaker 12 (54:34):
NIGHT sleep boy i got a LETTER from the IRS
yesterday and i. Just, Couldn't, Sleep man mind.

Speaker 5 (54:40):
I'm dying here.

Speaker 12 (54:41):
SOMEBODY helped me irs problems affect more than. Just your
finances if you're ready to take back control of your
life and you owe more than ten thousand dollars you
need to call. That tax doctor their expert staff can
immediately protect YOU from the irs and state collectors and
get you the best possible. Tax SETTLEMENT guaranteed the irs
is recently released new programs geared in, helping struggling taxpayers

(55:03):
where you may qualify to sell your tax at and
wipe out up to eighty five percent or more of what.
You currently owe if you owe ten thousand dollars or more,
in back taxes call the tax doctor right now see
if you qualified.

Speaker 11 (55:15):
To pay less eight hundred two six two. Nineteen twenty
six eight hundred two six two. Nineteen twenty six eight
hundred two six two. Nineteen twenty six that's eight hundred
two six two. Nineteen Twenty six It's.

Speaker 6 (55:32):
Passage To profit alicia morrissey is our Programming director At,
passage to profit and she's also a. Fantastic jazz vocalist
you can scroll to the bottom of the passageprofitshow dot
com website and check.

Speaker 2 (55:46):
Out her album.

Speaker 5 (55:47):
We're almost to the end. Of the show if you missed,
any of it it'll be out tomorrow. As a podcast
we just had, these great discussions great business. Helped great
products this coffee licord that sounds. Super duper, good business,
help marketing. Help branding help now it is time for
secrets of. The Entrepreneurial, Mind so jed i'm going to.

(56:09):
Start with you what is a secret you can share?
With our listeners.

Speaker 7 (56:12):
Love the problem if you, love the problem you will
find a solution that will satisfy the needs of the
people you. Want to serve sometimes we skip that step
and go right, to the Solution and like rick mentioned
at the top, of the show you get a lot
of assumptions mixed into your sunk cost and before, you
know it you're in too. Deep to stop but you

(56:33):
haven't really solved for the problem because you fill in
love with your solution instead. Of the problem and if you,
love the problem you'll serve the people and.

Speaker 10 (56:40):
YOU'LL be successful, I, Like That, okay rick english what?

Speaker 8 (56:44):
Is your secret mine would be never turned off. Your
sales engine so sometimes you're going to. Smash the gas
sometimes you're going to let.

Speaker 3 (56:52):
It just idle but never. Turn it off if.

Speaker 8 (56:54):
You're good just, stagnating or shrinking then go ahead and.
Turn it off but if you want to, scale your
business ever. Turn it off you got to constantly be
doing your sales and marketing just.

Speaker 3 (57:04):
At different speeds.

Speaker 5 (57:05):
Well, That's Great, so monica kowalski what?

Speaker 4 (57:07):
IS your secret i, would say connections like personal and
genuine connection with your team. And your clients.

Speaker 15 (57:14):
That's a, Good, ONE too david i would, say the
connections but in a, little different way going back to
always telling the story and finding those connections, with the
customer Whether It's the big lemowski movie or at family
gatherings they Would drink white rusians back, in the day.

Speaker 9 (57:28):
Or that trus martinis are the most popular drink in the.
Country right now finding that connection and being able to
solve that need for that customer with the product and
showing them how our products can help. Enhance, Those experiences.

Speaker 6 (57:43):
Excellent it's Very Well. Sient richard gerhart my secret this
week is going to be. Do something DIFFERENT so yesterday
i went to the opening ceremonies for A Hospital, In New.
Brunswick new jersey it was a, new Cancer center The
Jack And Sheryl. Morris cancer center they had, just opened

(58:04):
up and it was really. An amazing place the theory
being that cancer treatments and cancer centers should be more
customer focused and patients should feel more comfortable during their
treatments and that the building shouldn't just look like. An
ordinary hospital so they had created this institution that really
looked like. A luxury hotel and the atmosphere was just

(58:28):
amazing and, it was very. Very CUSTOMER centric and i
had never been to a. Hospital opening before i'm NOT
sure how, i got there but, it was different and
it provided me with a different perspective, on something new
and it gave me new things to think about and
kind of provided some fresh information FOR me that i

(58:48):
hadn't had. In the past so. Do, something different yes it's.

Speaker 5 (58:52):
A beautiful facility it's, a LONG story but i got
to see a little bit. OF it too i guess,
my secret is don't let the naysayers. Get you down
so we were at an event last night and, a
different event a different event but at the same, sort
of place and we had to go through the facility
to get the car from.

Speaker 10 (59:09):
The valley PARKING that's how i got.

Speaker 5 (59:10):
To, see it anyway.

Speaker 10 (59:11):
Too, MUCH information.

Speaker 5 (59:12):
Anyway i, Was, TELLING people yeah i just, opened, this
podcast dudo and someone, said, to me well so and
so just opened one. Two weeks, ago down here so
like you're, out of luck like, you're TOO late and, i,
was like.

Speaker 2 (59:24):
Well thanks, for the.

Speaker 6 (59:25):
Support number one and it was actually. An awards ceremony
elizabeth won an award for being one of the top
one Hundred Innovators. In new, jersey and, so you know
you think people would be uplifting at an.

Speaker 2 (59:38):
EVENT like this i don't even.

Speaker 5 (59:40):
Remember what the, guy looked like or what his name.
WAS or anything i just remember, thinking, to myself well
this is like an hour AWAY from, where i live
and people using a brick and mortar don't typically want
to drive that far if there's one closer that.

Speaker 10 (59:54):
Serves their needs.

Speaker 5 (59:55):
And also you have no idea what the studio. Is all,
about JUST like so i just chose to kind of,
ignore that COMMENT and just, i, just, SAID oh. Yeah
I guess so i didn't try to argue. With the
guy so don't let people like that.

Speaker 6 (01:00:11):
Get you down don't let them, bring you down.

Speaker 2 (01:00:13):
That's, For sure anyway well that's.

Speaker 6 (01:00:15):
It for Us passage to profit is a nationally syndicated
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States in Addition passage to profit has also been recently
Selected By feed spot podcasters database as a top ten.
Entrepreneur interview podcast thank YOU to THE p, two p
Team Our producer noah fleischman and Our Program coordinator alicia

(01:00:38):
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(01:01:00):
Legal Professional first gearheart law is here for your patentrademark.
And copyright needs you can find us at gearheartlaw dot
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thanks for listening and we'll be.

Speaker 2 (01:01:11):
Back next week.

Speaker 1 (01:01:13):
The proceeding was. A paid podcast iHeartRadio's hosting of this
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