March 22, 2026 • 23 mins
Atiba de Souza, renowned as a "Super Connector" and the "Video Content Superman," is a celebrated marketer and business owner whose career is rooted in the profound belief that the true power in business lies in building relationships grounded in pure intentions to connect, share, and serve. With an impressive track record spanning over two decades, Atiba has been instrumental in connecting people across various industries, earning him a reputation for turning networking into an art form. Atiba's website: https://meetatiba.com/ Show notes: https://successgrid.net/sg262/ If you love this show, please leave a review. Go to https://ratethispodcast.com/successgrid Join AI Marketers Club: https://www.successgridacademy.com/3a30d0c6
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hallo, I welcome to the Success Great Podcast with also Stale.
I am excited to introduce you to a series of
conversations with some of the most successful and sparing individuals
from various industries. My aim is to dive into their
stories behind their success and explore the knowledge, strategiest habits, mindsets,
and wisdom that have propelled their success. Each hipishode of
(00:21):
the Success Great Podcast will feature a different guest who
will share their unique journey, the challenges they faced, and
the ressons they have learned along the way. I would
also be covering topics from entrepreneurship and innovation to leadership
and personal development. Whether you are inspiring entrepreneur, a seasoned
business profession, or just someone looking to improve your life,
(00:41):
the Success Great Podcast is for you. My goal is
to bring you valuable insights and inspiration that will help
you achieve your own success in business and life. So
get ready to learn and be inspired. The Success Great
Podcast starts now. In this episode of the Success Great Podcast,
I have with me at Tibad. He has renowned as
a super connector and the video content Superman. He is
(01:06):
celebrated marketer and business owner whose career is rooted in
the profound belief that the troop OIG business lies in
building relationship, grounded in pure intentions to connect, share and serve.
With an impressive track record spanning over two decades, a
Tiba has been instrumental in connecting people across various industries,
earning him a reputation for turning networking into an art form.
(01:29):
To be joined by a Tva in this episode to
talk about podcasting, to partnerships and to scale to freedom
with partnerships, A Teaba will come to the Success Podcast.
Speaker 2 (01:40):
Thank you for having me, so glad to be here.
Speaker 1 (01:42):
So first of all, because this is the Success Podcast,
I want to know throughout your career, throughout the years
dealing with other people, how would you define success and
how do you see other people define it or have
certain misconceptions around it.
Speaker 2 (01:57):
That's a great question. So success really is not just
about you. And that's one of the things that I've
learned over the years. Early in my career was how
much money could I make, how much could I have?
How much you know, it was me. It was all
about what I could get and gain, and I didn't
(02:18):
understand that in true business and truly in life, everyone
can win right. What that led me to was times
of even discontent and unhappiness when someone else won, instead
of being able to celebrate them. So it's understanding that
everyone can win. Everyone should win who shows up to
(02:41):
play the game the right way, and we need to
honor that right. And when we do that, there's enough
for everyone to have abundance, not even just for survival.
And that's one of the misconceptions. There's so many of
us who are that I've seen, there's so many of
us who are trying to get to that state of
survival where would have just an enough, and that's what
keeps us fighting instead of recognizing that the mentality behind
(03:06):
thriving is very different than the mentality behind just simply surviving,
and is within that switch I've recognized when I thrive,
others thrive, We all thrive. That survival automatically happens, and
that is success.
Speaker 1 (03:23):
Yeah, definitely, there is an abundance for all, for more
than just being a survivor in life. So there is
worse things so you can have or do and share
with others, which is very important. In general, giving is
bitter than taking, and giving makes you more happier as
a human. So now podcasting and partnerships. So what is
(03:46):
the most important thing that drew you and saw you
saw that this is the important thing that having partnerships
and podcasting that can help help businesses and business owners
to grow their businesses. How did you notice that? Was
that because you guess had a multiple podcasts or did
you see others do this that? What's the story behind
(04:07):
this kind of let's say, uh framework.
Speaker 2 (04:10):
Yeah, so so he's saying it started a few years ago,
and my goal was back then, I was going to
get on podcasts and again we to her about success here,
I was going to get on podcasts and my goal
of getting on podcasts was to hear myself talk. I'm
not even gonna lie to you, okay. I wanted the
opportunity to practice speaking and sharing my information, and I
(04:32):
really didn't care about anything else. Okay, again back to
that own self, very selfish way of looking at the world.
Then it's what a year and a half, just over
a year and a half ago. Now it was January,
and it was beginning of January, like January second or
January third, So brand new year, and I've got a
(04:54):
guy who's coming on to my podcast, right, and he
comes on and he is so excited for the conversation
and I'm thinking, I don't know why he's so excited.
I don't know who he is. Then he starts asking
me personal questions about what I had done over the
(05:18):
Christmas holiday time that had just passed and for the
new year. But the questions that he asked were really
personal questions that said, I know what you did, so
tell me how this was and tell me how that
activity that you And I'm thinking, how does he know this?
And so while he's asking, and while I'm answering, I'm
(05:38):
frantically doing a search to realize I was on his
podcast two weeks before the week before Christmas, I was
on his show, and I had completely forgotten him, forgotten
what we talked about, forgotten what he looked like, forgotten
who he was. And I was utterly embarrassed, real talk,
(06:01):
just utterly utterly embarrassed. And I went back to my
team and I said, listen, stop booking shows. This is
not working. Yeah, it was bad. And I had to
stop and look at myself and try to figure out
what went wrong. You know, what's going on here? Because
that's not a great feeling and so after that, we
started being very intentional about the shows we were booking
(06:23):
and learning about the host and making sure that I
knew about the host. And I took that time to
actually consider who the host was and what their audience is,
and what the host wanted for their audience, and I
figured that would make me a better guest, and that
was the right thing to do. That's what it all started.
I was dealing with my own embarrassment, right and getting
(06:45):
over that. But what came out of that was relationship
and hosts starting to realize, oh, this guy cares, this
guy knows who I am, this guy is involved in this,
this isn't just about him hearing his own voice, and
that relationship then started to grow, these partnerships that then
turned into actual income. Now, before I go and we
(07:09):
go back, let me just say this. I've been podcasting,
dedicated podcasting for two years prior to that, and in
two years prior to that, I had earned a whopping
zero dollars from podcasting, Okay zero in that year that
I made that change. In that January that year, we
(07:32):
did two hundred and sixty six thousand dollars from podcasting,
and the partnership that came out of it. The only
thing that changed was my approach.
Speaker 1 (07:40):
So basically, you were podcasting or guesting, for example, for
two years prior to this accident to see if we
were talking about business. We are in business to make money, dog,
it's not like charity or something. But eventually, business at
the same time is about being connected with other people
because you cannot grow. Maybe you can succeed to a
(08:03):
certain level, but you cannot keep growing without actually having
other relationship with other people, whether offline or online. So
you can't grow there. So now, is there a certain
framework that you work with to actually know that this
is the podcast for you and it will benefit you
(08:25):
On the other side, talk about the prayer that zero
and then you talk about two hundred and sixty six key,
So there's a huge difference. There's a huge gey. It's
one eighty degrees. So can you give us the overview
of this framework?
Speaker 2 (08:40):
Yeah? Absolutely, So let me let me share with you
the commonalities between zero and two sixty six, right, so
that you can see these are the things that I
was doing still in common. So we were looking for
podcast hosts who were interested in the topics that I
was talking about marketing, branding, thought leadership, that type of thing.
(09:04):
Who had audiences and when I say audience is a
meaning that they had created and I think it was
fifty shows. You had to have done at least fifty shows.
So we were looking at brand new podcasters, but people
who had a little bit of experience actually producing shows
and were committed. They were also people who were sharing
(09:25):
their show, so they just weren't creating them and put
it and no one ever heard of them. They were
talking about them on social media. So those were the
things that were common in the zero and the two
sixty six, right, So you've got to create the criteria
to know who you want to talk to. We also
would listen to past episodes to make sure that that
(09:46):
it would have been a good fit. That was also common.
What changed was now doing a deep dive into the
past episodes and getting an understanding of the types of
questions that the host asks to know what type of
responses they want. So, for example, I did a show
(10:09):
just yesterday and I knew going in that this host
he is all about strategy. He does not want to
talk any tactics. This is only talk principles and strategy. Great,
because if I come out only talking tactics, he's not
going to enjoy that and he's not going to think
(10:29):
that that's valuable for his audience. And that's the key.
Instead of me approaching this about what do I want
to talk about on this show, it became what does
this host want their audience to hear? But does this
host want their audience to hear? And that's what we share.
(10:49):
That's what we share because then the host feels like
this was good, this was great. So let me give
you a success story on that. And something that's happened
this year. Okay, there was a show that I was
on and we knew about the host. We knew the
type of information that that this host wanted, and we
(11:10):
knew that this host wanted some real practical, tactical on
the ground stuff. And so that's what we shared on
the show. And when it was done, the host said,
which I didn't even know going in. To be honest,
the host said, listen, I do a conference in June,
and I bring together an X number of people in
X industry and they need to hear this. Would you
(11:32):
come speak to our event? Sure, they're now paying for
everything and they've made me their keynote speaker for their event.
That is the beauty of paying attention to what the
host wants the audience to hear, because then they consider
my audience loved this. I need to share this more
with my audience because you make me look good in
(11:56):
front of my audience. That's what the host feels, right,
and so that's what we've worked to create. That's the
framework that we work inside of figuring out how what
it is that we're going to present based on what
the host wants.
Speaker 1 (12:10):
You have to to actually work together and let's say
maybe harmonicuate to to make things good for who are
ever listening. Because this is the right final message I
would believe for a podcast because eventually it's like a
radio and demand, so whomever listening, they should be taking
(12:33):
at least one point away from from it. So yeah, exactly.
So now what can we talk quickly about the the
money side of podcasting because a lot of people, when
say profiting from podcasting, some people like don't know exactly
how to do that. Because of course we know there
(12:54):
is collaboration. You mentioned their conference, I hosted some it's
myself other than doing the podcast itself. So can you,
from your experience, tell us the best way to, let's say,
monetize podcasting, because I think this is something very important
people might be looking at.
Speaker 2 (13:12):
This is going to sound a little bit controversial, Okay,
the absolute best way to monetize a podcast and being
a guest on a podcast is to never ask how
to monetize the podcast to the host. In other words, like,
even when we get to the end, I'm not going
(13:33):
to give some fancy giveaway that then is going to
lead to some funnel to try to make money off
of your guests. I'm going to tell everybody to connect
with me on LinkedIn. Let's have a conversation. Okay, when
our show is over, who say in between you and
I'm not going to say, Hey, who else in your
network do I need to talk to? This is who
I serve. Who do you know? Never do that because
at that moment, you've made it transactional. You've made it
(13:55):
completely completely transactional. So and Hussein, I feel I'm glad
that you're asking me this, but you also to experience
this with me, so kind of feel bad too. On
that other side, what ends up happening at the end
is we have a great conversation, and then my team
is going to reach back out to you and say, hey,
Atiba loved talking with you. Would you be willing to
(14:17):
be a guest on his show? And now I'm going
to have you come be a guest on my show.
It was Marcus Sheridan who wrote a fantastic book on
the art of content networking. Content based networking or content
based marketing I think is the name of the book,
one of those two. And he said, he said, the
(14:39):
real beauty is after you create the second piece of
content with someone. You see when I have you, when
you have me here and we have this conversation, and
you grow some level of respect for me because I
cared so much about your audience. Then I invite you
on my show and we have a great time and
you get to experience me on the other side. I
get to experience you on the other side. Now we're
(15:02):
building a bond here that then can start to grow
into something. I've said, Okay, what can we This was
really fun? This was really great, man. We should do
something more. What could we do? And that's where opportunities come.
That's where opportunities come. This isn't a short game. This
is not a transactional game. And that's the big mistake
(15:26):
that I see a lot of people make is and
let me let me back up, let me let me
back up. Sure, and let me say this. I know
that there are a lot of people who turn podcasting
into a transactional game and they have a lot of success.
And all of those people are selling items that are
under one thousand dollars. They're selling a service that's under
(15:47):
one thousand dollars a month, something that someone can say,
oh yeah, I need that and make a quick decision.
But if you're selling a high ticket service, if you're
selling a high ticket product, podcasting needs to be a
longer game for you, a longer relationship build. Okay, the
the people were having me come in to do their
(16:10):
keynote next month. I was on their podcast six months ago. Yeah,
it takes. It's a longer relationship.
Speaker 1 (16:18):
Yeah, that's okay, definitely. Like you mentioned, you're talking about
very important topic here, like you want to keep the
relationship building with whomover because turning through like you mentioned
transaction fee, I am here just to sell you something
that your product I'm sure would be good or great,
(16:40):
but it's also great to start from the relationship side
of things, because that, like you mentioned, is about a
long term not just a short term. I get a
sale and that's it. You will get probably more client
for life or a longer term than just a let's
say short period of time for a quick back, which
(17:03):
is very important because eventually, the way I see it,
how I would see business now after talking to multiple
guests and people to me, businesses three things like skills
and passions to solve problems. The second is having relationships
with it's who you know and who knows you. And
the third is serving and adding value to people. And
(17:25):
you do that in multiple ways, but the main way
is to sell, and you there are multiple ways to sell.
Of course, one of them is like you did first
of all, to connect, which was back to point about
to having connections who we know and who knows you.
So that's very important to realize, especially nowadays. I think
(17:46):
now more than ever, people need to start building building
blocks of relationships other than being transaction and they always
thinking about like monetary value because as we missed earlier,
there is abundance in general in the world and your
cup will be filled if youself enough people. I think
(18:08):
I'm a truer said that if you serve enough people,
you will get what you want. So yes, very important.
Speaker 2 (18:16):
Yes you know and and there's a key word of
that in there too. All that is in relationships is
about building trust. Right. The point of the relationships, the
point of what we're doing here, is we're building trust.
I'm building a relationship where you get to know who
I am and trust who I am, not what I do.
(18:36):
And that's the thing. When it becomes transactional, it's all
about what you can do. But I want to build
a relationship where you trust who I am because let's
let's face facts, if the last five years have taught
us nothing else, it should be that we should all
be ready to pivot. Right. We all have had to
(19:00):
pivot in some way, shape or form. And if you
pivot and people don't trust you, they won't trust your pivot. However,
if you've built relationships based on trust and you come
back to people and say, hey, listen, I was doing this,
now I'm doing this and I've made a pivot, and
(19:22):
they say, well, you know, because I know who you
are and what you stand for, I know where you're
going now is going to be great, and you're going
to serve people.
Speaker 1 (19:30):
Well, this is a great point. Actually, yeah, this is
a great point. Like with the COVID, like a lot
of things did not go the right way. So what
you're mentioning here about trust is if you add something
to the business or if you switch the business whatever
side people who have already trusted you and dealt with
you in a way that's at the point they might
(19:52):
need what you are serving now or what you are
sitting now, So exactly easier sell, basically, say than actually
trying to conven as people of something that some people
might sell. Sometimes I go I'm thinking on just sometimes
you think to yourself, you will go to say maybe
a brick and mortar store just because you had a
(20:13):
nice reception from a worker there for example, or waiter
or whatever. So it's about that. It's about absolutely we're
treated in a way. I guess that's very important and
it's one of the ways that is now very important
for businesses to grow. So now throughout your businesses and experiences,
(20:36):
and you are doing that and transitioning from a podcast
vodcast guesting for two years for nothing and then switching that.
What was the worst advice that you have ever received
through this uh this process for the time.
Speaker 2 (20:51):
The worst advice, honestly, some of the worst advice I
ever received back was back when I when I was
first starting with this is where people who told me
don't do podcasting, I was wasting my time right and honestly,
for those for a couple of years there, when there
was zero return on investments or to speak, it kind
(21:11):
of did feel like I was wasting my time, even
though I was doing it for selfish reasons of hearing
myself speak and practicing my voice, and so I figured, well,
I am getting that done, so it's not total waste.
But it did feel that way, and I think their
advice was incomplete because it is a you shouldn't do
it if you're doing it for the wrong reasons. Not
(21:33):
that podcasting is a waste of time. That's a great question.
Speaker 1 (21:37):
It's a weird it's a weird for it's all about
I think podcasting is a way for us all to do.
What we are talking about here is build relationships. And
I do think that for example, there are i would
say general relationships and there could be aligned more aligned relationships.
(21:57):
So if you agree with that, like there are two
people who could work better, but in general, you kind
of need more generalized relationships, so not everyone could work
one hundred percent with everyone, but it's good of that
kind of partnership or relationship in business, which is at
the end of the day, it could be about the
(22:18):
long term of things. We could work together again in
three months, six months a year, so that's a good
option to have. And you mentioned opportunities, and this is
how our opportunities are created. Yes, between people like we
do I create between people, So this is a good
thing to have.
Speaker 2 (22:37):
Yes, agreed, definitely.
Speaker 1 (22:40):
So Ya Tiba as you actually kind of answer it before,
but where can people learn more about you and get in.
Speaker 2 (22:48):
Touch with you? Yes, So again, thank you for having
me on the show today. I really appreciate it, and audience,
we've probably opened up more questions for you than actually
answer today, which I totally understand as well, and I
would love to chat with you some more. So please
go to meet at Tiba dot com. Let's meet at
(23:10):
i bsin' boy a dot com. That's my first name.
That's going to take you directly to my LinkedIn. When
you get there, don't hit the fowl button, hit the
connect button. Go to more and connect. Send me a message,
tell me you saw me here in success A grade.
Let's connect one on one person, the person I would
(23:31):
love to have an opportunity to chat with you.
Speaker 1 (23:33):
Well, thank you very much. The tea before burning me
being with me in this eerisod of the podcast. Really
insightful stuff and very important for I guess me, I
thank you, Thank you, my friend,
Hallo, I welcome to the Success Great Podcast with also Stale.
I am excited to introduce you to a series of
conversations with some of the most successful and sparing individuals
from various industries. My aim is to dive into their
stories behind their success and explore the knowledge, strategiest habits, mindsets,
and wisdom that have propelled their success. Each hipishode of
(00:21):
the Success Great Podcast will feature a different guest who
will share their unique journey, the challenges they faced, and
the ressons they have learned along the way. I would
also be covering topics from entrepreneurship and innovation to leadership
and personal development. Whether you are inspiring entrepreneur, a seasoned
business profession, or just someone looking to improve your life,
(00:41):
the Success Great Podcast is for you. My goal is
to bring you valuable insights and inspiration that will help
you achieve your own success in business and life. So
get ready to learn and be inspired. The Success Great
Podcast starts now. In this episode of the Success Great Podcast,
I have with me at Tibad. He has renowned as
a super connector and the video content Superman. He is
(01:06):
celebrated marketer and business owner whose career is rooted in
the profound belief that the troop OIG business lies in
building relationship, grounded in pure intentions to connect, share and serve.
With an impressive track record spanning over two decades, a
Tiba has been instrumental in connecting people across various industries,
earning him a reputation for turning networking into an art form.
(01:29):
To be joined by a Tva in this episode to
talk about podcasting, to partnerships and to scale to freedom
with partnerships, A Teaba will come to the Success Podcast.
Speaker 2 (01:40):
Thank you for having me, so glad to be here.
Speaker 1 (01:42):
So first of all, because this is the Success Podcast,
I want to know throughout your career, throughout the years
dealing with other people, how would you define success and
how do you see other people define it or have
certain misconceptions around it.
Speaker 2 (01:57):
That's a great question. So success really is not just
about you. And that's one of the things that I've
learned over the years. Early in my career was how
much money could I make, how much could I have?
How much you know, it was me. It was all
about what I could get and gain, and I didn't
(02:18):
understand that in true business and truly in life, everyone
can win right. What that led me to was times
of even discontent and unhappiness when someone else won, instead
of being able to celebrate them. So it's understanding that
everyone can win. Everyone should win who shows up to
(02:41):
play the game the right way, and we need to
honor that right. And when we do that, there's enough
for everyone to have abundance, not even just for survival.
And that's one of the misconceptions. There's so many of
us who are that I've seen, there's so many of
us who are trying to get to that state of
survival where would have just an enough, and that's what
keeps us fighting instead of recognizing that the mentality behind
(03:06):
thriving is very different than the mentality behind just simply surviving,
and is within that switch I've recognized when I thrive,
others thrive, We all thrive. That survival automatically happens, and
that is success.
Speaker 1 (03:23):
Yeah, definitely, there is an abundance for all, for more
than just being a survivor in life. So there is
worse things so you can have or do and share
with others, which is very important. In general, giving is
bitter than taking, and giving makes you more happier as
a human. So now podcasting and partnerships. So what is
(03:46):
the most important thing that drew you and saw you
saw that this is the important thing that having partnerships
and podcasting that can help help businesses and business owners
to grow their businesses. How did you notice that? Was
that because you guess had a multiple podcasts or did
you see others do this that? What's the story behind
(04:07):
this kind of let's say, uh framework.
Speaker 2 (04:10):
Yeah, so so he's saying it started a few years ago,
and my goal was back then, I was going to
get on podcasts and again we to her about success here,
I was going to get on podcasts and my goal
of getting on podcasts was to hear myself talk. I'm
not even gonna lie to you, okay. I wanted the
opportunity to practice speaking and sharing my information, and I
(04:32):
really didn't care about anything else. Okay, again back to
that own self, very selfish way of looking at the world.
Then it's what a year and a half, just over
a year and a half ago. Now it was January,
and it was beginning of January, like January second or
January third, So brand new year, and I've got a
(04:54):
guy who's coming on to my podcast, right, and he
comes on and he is so excited for the conversation
and I'm thinking, I don't know why he's so excited.
I don't know who he is. Then he starts asking
me personal questions about what I had done over the
(05:18):
Christmas holiday time that had just passed and for the
new year. But the questions that he asked were really
personal questions that said, I know what you did, so
tell me how this was and tell me how that
activity that you And I'm thinking, how does he know this?
And so while he's asking, and while I'm answering, I'm
(05:38):
frantically doing a search to realize I was on his
podcast two weeks before the week before Christmas, I was
on his show, and I had completely forgotten him, forgotten
what we talked about, forgotten what he looked like, forgotten
who he was. And I was utterly embarrassed, real talk,
(06:01):
just utterly utterly embarrassed. And I went back to my
team and I said, listen, stop booking shows. This is
not working. Yeah, it was bad. And I had to
stop and look at myself and try to figure out
what went wrong. You know, what's going on here? Because
that's not a great feeling and so after that, we
started being very intentional about the shows we were booking
(06:23):
and learning about the host and making sure that I
knew about the host. And I took that time to
actually consider who the host was and what their audience is,
and what the host wanted for their audience, and I
figured that would make me a better guest, and that
was the right thing to do. That's what it all started.
I was dealing with my own embarrassment, right and getting
(06:45):
over that. But what came out of that was relationship
and hosts starting to realize, oh, this guy cares, this
guy knows who I am, this guy is involved in this,
this isn't just about him hearing his own voice, and
that relationship then started to grow, these partnerships that then
turned into actual income. Now, before I go and we
(07:09):
go back, let me just say this. I've been podcasting,
dedicated podcasting for two years prior to that, and in
two years prior to that, I had earned a whopping
zero dollars from podcasting, Okay zero in that year that
I made that change. In that January that year, we
(07:32):
did two hundred and sixty six thousand dollars from podcasting,
and the partnership that came out of it. The only
thing that changed was my approach.
Speaker 1 (07:40):
So basically, you were podcasting or guesting, for example, for
two years prior to this accident to see if we
were talking about business. We are in business to make money, dog,
it's not like charity or something. But eventually, business at
the same time is about being connected with other people
because you cannot grow. Maybe you can succeed to a
(08:03):
certain level, but you cannot keep growing without actually having
other relationship with other people, whether offline or online. So
you can't grow there. So now, is there a certain
framework that you work with to actually know that this
is the podcast for you and it will benefit you
(08:25):
On the other side, talk about the prayer that zero
and then you talk about two hundred and sixty six key,
So there's a huge difference. There's a huge gey. It's
one eighty degrees. So can you give us the overview
of this framework?
Speaker 2 (08:40):
Yeah? Absolutely, So let me let me share with you
the commonalities between zero and two sixty six, right, so
that you can see these are the things that I
was doing still in common. So we were looking for
podcast hosts who were interested in the topics that I
was talking about marketing, branding, thought leadership, that type of thing.
(09:04):
Who had audiences and when I say audience is a
meaning that they had created and I think it was
fifty shows. You had to have done at least fifty shows.
So we were looking at brand new podcasters, but people
who had a little bit of experience actually producing shows
and were committed. They were also people who were sharing
(09:25):
their show, so they just weren't creating them and put
it and no one ever heard of them. They were
talking about them on social media. So those were the
things that were common in the zero and the two
sixty six, right, So you've got to create the criteria
to know who you want to talk to. We also
would listen to past episodes to make sure that that
(09:46):
it would have been a good fit. That was also common.
What changed was now doing a deep dive into the
past episodes and getting an understanding of the types of
questions that the host asks to know what type of
responses they want. So, for example, I did a show
(10:09):
just yesterday and I knew going in that this host
he is all about strategy. He does not want to
talk any tactics. This is only talk principles and strategy. Great,
because if I come out only talking tactics, he's not
going to enjoy that and he's not going to think
(10:29):
that that's valuable for his audience. And that's the key.
Instead of me approaching this about what do I want
to talk about on this show, it became what does
this host want their audience to hear? But does this
host want their audience to hear? And that's what we share.
(10:49):
That's what we share because then the host feels like
this was good, this was great. So let me give
you a success story on that. And something that's happened
this year. Okay, there was a show that I was
on and we knew about the host. We knew the
type of information that that this host wanted, and we
(11:10):
knew that this host wanted some real practical, tactical on
the ground stuff. And so that's what we shared on
the show. And when it was done, the host said,
which I didn't even know going in. To be honest,
the host said, listen, I do a conference in June,
and I bring together an X number of people in
X industry and they need to hear this. Would you
(11:32):
come speak to our event? Sure, they're now paying for
everything and they've made me their keynote speaker for their event.
That is the beauty of paying attention to what the
host wants the audience to hear, because then they consider
my audience loved this. I need to share this more
with my audience because you make me look good in
(11:56):
front of my audience. That's what the host feels, right,
and so that's what we've worked to create. That's the
framework that we work inside of figuring out how what
it is that we're going to present based on what
the host wants.
Speaker 1 (12:10):
You have to to actually work together and let's say
maybe harmonicuate to to make things good for who are
ever listening. Because this is the right final message I
would believe for a podcast because eventually it's like a
radio and demand, so whomever listening, they should be taking
(12:33):
at least one point away from from it. So yeah, exactly.
So now what can we talk quickly about the the
money side of podcasting because a lot of people, when
say profiting from podcasting, some people like don't know exactly
how to do that. Because of course we know there
(12:54):
is collaboration. You mentioned their conference, I hosted some it's
myself other than doing the podcast itself. So can you,
from your experience, tell us the best way to, let's say,
monetize podcasting, because I think this is something very important
people might be looking at.
Speaker 2 (13:12):
This is going to sound a little bit controversial, Okay,
the absolute best way to monetize a podcast and being
a guest on a podcast is to never ask how
to monetize the podcast to the host. In other words, like,
even when we get to the end, I'm not going
(13:33):
to give some fancy giveaway that then is going to
lead to some funnel to try to make money off
of your guests. I'm going to tell everybody to connect
with me on LinkedIn. Let's have a conversation. Okay, when
our show is over, who say in between you and
I'm not going to say, Hey, who else in your
network do I need to talk to? This is who
I serve. Who do you know? Never do that because
at that moment, you've made it transactional. You've made it
(13:55):
completely completely transactional. So and Hussein, I feel I'm glad
that you're asking me this, but you also to experience
this with me, so kind of feel bad too. On
that other side, what ends up happening at the end
is we have a great conversation, and then my team
is going to reach back out to you and say, hey,
Atiba loved talking with you. Would you be willing to
(14:17):
be a guest on his show? And now I'm going
to have you come be a guest on my show.
It was Marcus Sheridan who wrote a fantastic book on
the art of content networking. Content based networking or content
based marketing I think is the name of the book,
one of those two. And he said, he said, the
(14:39):
real beauty is after you create the second piece of
content with someone. You see when I have you, when
you have me here and we have this conversation, and
you grow some level of respect for me because I
cared so much about your audience. Then I invite you
on my show and we have a great time and
you get to experience me on the other side. I
get to experience you on the other side. Now we're
(15:02):
building a bond here that then can start to grow
into something. I've said, Okay, what can we This was
really fun? This was really great, man. We should do
something more. What could we do? And that's where opportunities come.
That's where opportunities come. This isn't a short game. This
is not a transactional game. And that's the big mistake
(15:26):
that I see a lot of people make is and
let me let me back up, let me let me
back up. Sure, and let me say this. I know
that there are a lot of people who turn podcasting
into a transactional game and they have a lot of success.
And all of those people are selling items that are
under one thousand dollars. They're selling a service that's under
(15:47):
one thousand dollars a month, something that someone can say,
oh yeah, I need that and make a quick decision.
But if you're selling a high ticket service, if you're
selling a high ticket product, podcasting needs to be a
longer game for you, a longer relationship build. Okay, the
the people were having me come in to do their
(16:10):
keynote next month. I was on their podcast six months ago. Yeah,
it takes. It's a longer relationship.
Speaker 1 (16:18):
Yeah, that's okay, definitely. Like you mentioned, you're talking about
very important topic here, like you want to keep the
relationship building with whomover because turning through like you mentioned
transaction fee, I am here just to sell you something
that your product I'm sure would be good or great,
(16:40):
but it's also great to start from the relationship side
of things, because that, like you mentioned, is about a
long term not just a short term. I get a
sale and that's it. You will get probably more client
for life or a longer term than just a let's
say short period of time for a quick back, which
(17:03):
is very important because eventually, the way I see it,
how I would see business now after talking to multiple
guests and people to me, businesses three things like skills
and passions to solve problems. The second is having relationships
with it's who you know and who knows you. And
the third is serving and adding value to people. And
(17:25):
you do that in multiple ways, but the main way
is to sell, and you there are multiple ways to sell.
Of course, one of them is like you did first
of all, to connect, which was back to point about
to having connections who we know and who knows you.
So that's very important to realize, especially nowadays. I think
(17:46):
now more than ever, people need to start building building
blocks of relationships other than being transaction and they always
thinking about like monetary value because as we missed earlier,
there is abundance in general in the world and your
cup will be filled if youself enough people. I think
(18:08):
I'm a truer said that if you serve enough people,
you will get what you want. So yes, very important.
Speaker 2 (18:16):
Yes you know and and there's a key word of
that in there too. All that is in relationships is
about building trust. Right. The point of the relationships, the
point of what we're doing here, is we're building trust.
I'm building a relationship where you get to know who
I am and trust who I am, not what I do.
(18:36):
And that's the thing. When it becomes transactional, it's all
about what you can do. But I want to build
a relationship where you trust who I am because let's
let's face facts, if the last five years have taught
us nothing else, it should be that we should all
be ready to pivot. Right. We all have had to
(19:00):
pivot in some way, shape or form. And if you
pivot and people don't trust you, they won't trust your pivot. However,
if you've built relationships based on trust and you come
back to people and say, hey, listen, I was doing this,
now I'm doing this and I've made a pivot, and
(19:22):
they say, well, you know, because I know who you
are and what you stand for, I know where you're
going now is going to be great, and you're going
to serve people.
Speaker 1 (19:30):
Well, this is a great point. Actually, yeah, this is
a great point. Like with the COVID, like a lot
of things did not go the right way. So what
you're mentioning here about trust is if you add something
to the business or if you switch the business whatever
side people who have already trusted you and dealt with
you in a way that's at the point they might
(19:52):
need what you are serving now or what you are
sitting now, So exactly easier sell, basically, say than actually
trying to conven as people of something that some people
might sell. Sometimes I go I'm thinking on just sometimes
you think to yourself, you will go to say maybe
a brick and mortar store just because you had a
(20:13):
nice reception from a worker there for example, or waiter
or whatever. So it's about that. It's about absolutely we're
treated in a way. I guess that's very important and
it's one of the ways that is now very important
for businesses to grow. So now throughout your businesses and experiences,
(20:36):
and you are doing that and transitioning from a podcast
vodcast guesting for two years for nothing and then switching that.
What was the worst advice that you have ever received
through this uh this process for the time.
Speaker 2 (20:51):
The worst advice, honestly, some of the worst advice I
ever received back was back when I when I was
first starting with this is where people who told me
don't do podcasting, I was wasting my time right and honestly,
for those for a couple of years there, when there
was zero return on investments or to speak, it kind
(21:11):
of did feel like I was wasting my time, even
though I was doing it for selfish reasons of hearing
myself speak and practicing my voice, and so I figured, well,
I am getting that done, so it's not total waste.
But it did feel that way, and I think their
advice was incomplete because it is a you shouldn't do
it if you're doing it for the wrong reasons. Not
(21:33):
that podcasting is a waste of time. That's a great question.
Speaker 1 (21:37):
It's a weird it's a weird for it's all about
I think podcasting is a way for us all to do.
What we are talking about here is build relationships. And
I do think that for example, there are i would
say general relationships and there could be aligned more aligned relationships.
(21:57):
So if you agree with that, like there are two
people who could work better, but in general, you kind
of need more generalized relationships, so not everyone could work
one hundred percent with everyone, but it's good of that
kind of partnership or relationship in business, which is at
the end of the day, it could be about the
(22:18):
long term of things. We could work together again in
three months, six months a year, so that's a good
option to have. And you mentioned opportunities, and this is
how our opportunities are created. Yes, between people like we
do I create between people, So this is a good
thing to have.
Speaker 2 (22:37):
Yes, agreed, definitely.
Speaker 1 (22:40):
So Ya Tiba as you actually kind of answer it before,
but where can people learn more about you and get in.
Speaker 2 (22:48):
Touch with you? Yes, So again, thank you for having
me on the show today. I really appreciate it, and audience,
we've probably opened up more questions for you than actually
answer today, which I totally understand as well, and I
would love to chat with you some more. So please
go to meet at Tiba dot com. Let's meet at
(23:10):
i bsin' boy a dot com. That's my first name.
That's going to take you directly to my LinkedIn. When
you get there, don't hit the fowl button, hit the
connect button. Go to more and connect. Send me a message,
tell me you saw me here in success A grade.
Let's connect one on one person, the person I would
(23:31):
love to have an opportunity to chat with you.
Speaker 1 (23:33):
Well, thank you very much. The tea before burning me
being with me in this eerisod of the podcast. Really
insightful stuff and very important for I guess me, I
thank you, Thank you, my friend,
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