Talking WHY to WHY with the WHY Force - Aidan Leonard and Isabella Sanchez

These last few years have made us question everything.

Our relationships.

Our jobs.

What constitutes an office.

And who we are.

In a.

World filled with chaos, confusion and uncertainty. It's time for some clarity, polarity. It's time to start understanding one another.

It's time to start understanding ourselves.

We envision a world where everyone knows their why. But even more, we envision a world where everyone knows their why. O s, their why, their how, and their what. The operating system that drives you, that lets the world know where you stand.

What your unique gift is, and most importantly, who you are.

Yos.

Are you ready?

Hello, everyone, and welcome to Y2Y for the month of April. How was that video? If you like that video, I can't wait for you to meet our guests because they are the brains behind that video and the people that made it look so cool. So today we have a special couple of guests. The title of our show is Talking why to Y with the Y Force. And I'm Dan Dominguez, the chief growth officer here at Y Institute. So my why is to contribute to the success of others. How I do that is by challenging the status quo. And what I do is I help people make sense of the complex and challenging. So if you're not familiar with the nine whys, I'm going to give you a very quick overview. The first why is to contribute to a greater cause. The second why is to create relationships based on trust. Number three is to make sense of things, especially if they're complex or complicated. The fourth is better way to find a better way and share it with others. Number five is to do things the right way in order to get consistent, reliable results. Number six is to challenge the status quo and think differently. Number seven, mastery. People. People with the Y of mastery seek mastery and understanding, depth and breadth. Number eight is clarify to make things crystal clear and understandable. And number nine is simplify. So those are the nine whys. Everybody has one of those whys, probably as I was going through them. If you're new to the show, you you're thinking of people with that specific why. But now it's time to introduce our guest. So my first guest today is the lovely and talented Bella Sanchez, who is joining us all the way from Colorado. Let's see, what can I tell you about Bella? I've known Bella for quite a long time, probably longer than she cares to admit. She believes that success happens when we create relationships based on trust. How she does that is by making sense of the complicated or challenging. And ultimately, what she brings are simple Solutions. And that's exactly what she does at Y Institute. She was born in Albuquerque, New Mexico, went to college at Colorado State University, and she studied apparel and merchandising as well as business. She's worked at jobzology tech startup Orange Theory Fitness, and currently she's our Y Institute chief content creator. So she had a big hand in that video that you guys just saw in. And she's a marketer. Her passions include cooking intricate meals, which I know she does a really good job at. It has to be spicy. And any form of fitness, whether it's hit classes to yoga, piano, golf, and the occasional attempt at making people laugh. You know, I can, I can attest to that. She can be very funny. And she's currently my Institute doubles pickleball champion. Let's not forget that one. That was a big accomplishment.

Your dad could not get over the fact that we beat him in pickleball.

Yeah, he still wants a rematch.

Well, we'll have to figure out. He's gonna have to figure out a new partner, so maybe our next guest can be that partner for him. So let me introduce our next guest, who is Aiden Leonard. So, Aiden, she's the marketing director here at Y Institute. She works heavily in our marketing strategy and execution. She creates season content creation, data analysis. She creates and implements our digital marketing strategy. She's building our brand awareness. She's inspiring our community based engagement to elevate our overall marketing efforts. She also went to Colorado State University where she graduated with a degree in journalism and media communications with a concentration in marketing and advertising and a business minor. She worked for a small startup in Northern Colorado as a marketing coordinator and social media manager. And now she's crafting strategy and analyzing data for us. You could find her on a white sandy beach in Hawaii sipping a margarita and reading a novel when she's not working. So did I get all that right, Aiden?

I mean, you missed the murder part of the novel, but.

Okay, let's make it really simple. Part of the novel.

Only murder novels.

Only murder novels. So what, what makes it all so great? You know, you're in Hawaii, you're. You got to be up earlier than all of us because we start all kind of at the same time. How do you handle that, Aiden?

Lots of coffee and I just go to sleep really, really early. So I'm basically just a 90 year old man going to sleep at like 6 in the afternoon and then waking up at 4 in the morning.

That makes you 52. That's how old I am. And that's right. Not 90. I know I look 90, but. Oh, my gosh. Hey, Watson. Jordan said. Yeah. Best video to date. So kudos. So you guys had a hand in that video. So tell me, you know, because all I know is just amazing stuff comes out and we get to. To, you know, just enjoy it. But you guys are creating it. Tell me about that video that Watson is commenting about.

Yeah, I mean, for sure.

That one was from the yos, like, final release. And I just kind of wrote a quick little script of what I thought that it meant for us, especially coming out of the pandemic a little bit right then. And, you know, we've lost a lot of our relationship and relationships, like, ability to see each other, I guess, during that time. And, you know, the YOS just gives you that little bit of connection to someone that was finally coming back. So that was kind of where it came from.

I love that. So what. What you. What you said, Bella, is, you know, you created that script. You are amazing. So you're. You're. You're our chief blogger also, and you're so amazing at creating great content. I know Gary's voice was on that, and I know some. Of course he has final editing, but it sounded so good. It made so much sense for once.

He actually didn't better weigh that one, which normally doesn't happen. He just let me write the script, and he didn't say a word.

He just went with it, and it was beautifully created. So, Aiden, what's your part in creating that kind of stuff? Because you're. You're. You're leading the overall charge and kind of deciding what the direction is. What was your hand in that?

I think I just kind of decided that we really needed a promotional video for, you know, things like in our newsletter and to put onto our website to publish out in social media and everything. And video is just the easiest way to connect with people in a, I don't know, simple manner and to just. People want to watch videos these days, and I think that was just a simple way to connect with everybody on a deeper level.

So.

I love what you brought to Y Institute because that was something, you know, you know, I'm LinkedIn user. That's kind of where I live. You brought us to the world of Instagram and posting more on Facebook so that we can get our message out to more people. But one of the things that you've convinced me of is how effective video is. I love sending video messages now. I didn't even used to do that. So kudos for Bringing that to us. What's the difference between video and just a regular post?

I mean, you can use, like, static images or just, you know, captions of words and the copy and everything, but I think people's attention span just. They. People don't want to read a lot of stuff anymore, and they don't. You. It takes so much to grab someone's attention because you're competing with everybody else out on the Internet, anybody who has a phone or, you know, the Internet at all. So you just really have to find ways to stand out. And I think if you can put it into video and immediately grab their attention, then that's the best way to do it. You can use static images, too, but they're just not as entertaining. So I just prefer video.

Love that. Love that. So there's a comment from Watson, Jordan. He said the core benefits of why up front and center in the intro, and that's where I think you guys did a great job. Bella, you know, these are the benefits that you get. And we're going to talk a little bit about that because I think what's really cool about having you guys on is we tell people all the time, right? We conduct workshops, and we help people discover their why and their teams discover their why. And our coaches do a great job of that. Watson does that. Lynn does that. All of our coaches do that, but we get to talk about how we use it. So what does it mean to you, Aiden, to talk why to y?

So, I mean, I use it every day. You know, I speak Y2Y with Abel, my boyfriend. I speak Y2Y with you guys. And to me, it's just being able to understand someone on a deeper level so that you can communicate and treat people the way that they want to be treated, which we call the platinum role. And I just kind of use it as a filter in, like, every. In how I communicate. So, for example, Abel's yos is better way challenge, clarify. So he's almost the exact opposite of me. And so I think we would have a lot more struggle if I didn't know his yos and I didn't accept, you know, that he wants to innovate. He wants to find better ways. He wants to challenge the status quo. And he also really needs to be clear. So where I'm trying to simplify things, and I've already made sense of something. He is trying to challenge things, and he needs clarity. So we could really butt heads a lot more if we didn't understand those things about each other. And I think that's the gift that the yos has given us. So that's what it means.

Yeah. The other day we actually looked up Abel's full YOS9, and he's literally like the exact opposite. Contribute and simplify.

We're on his 8 and 9.

So let's, let's clarify that for those in the audience that have not taken the yos, when you take the yos and Watson, you know this because you probably do this with your clients. Those of you that are listening, you get not only your top three, which are your why, your how, and your what, but we also rank where you rank every one of the whys from one through nine. So what you're talking about is that Abel is the let. He puts your top three as his bottom three.

I think he has make sense somewhere.

In the middle, but make sense is a little higher.

Contribute is number eight and simplify was number nine. And sometimes I think my simplify is more than my contribute contribute. So it's like he just is not a simple person at all.

So that, you know, and that will happen. Right. Because simplify is probably the, the exact opposite of challenge. Challenge is all about nothing. There's nothing simple about challenge. Right.

What about you? So one of the things that we know, and I think we, I think we let this, the secret out very early because I mentioned your dad, but. So you're, you're Bella Sanchez, daughter of Gary Sanchez. You've been around the y longer just as long as Gary Sanchez has been around. He probably tried to discover your why when you were four years old. So what's that, what's that been like? You've been with Y Institute as long as Gary.

Yeah. You know, it's funny, I remember him cornering me. He kept trying to get me to discover my why when I was younger. And being a teenager, you want absolutely nothing to do with him, like, at all. Like, the thought of spending more than five minutes, my parents was just, just horrible. So I avoided it for a really long time. I actually told Watson this story yesterday, but he. We went on a family vacation and he sat next to me on a plane, and that's how he forced me into discovering my why. And back then, it was not just a quick five minute assessment, so everyone had that luxury. But back then, it was like a very long emotional experience and I hated it. So I was so uncomfortable, obviously, because I was a trust and I just cried through the whole thing because I was like, I don't talk about these successes in my life ever. And so it was just a very awkward experience. But then once it came out Trust, I was like, this makes so much sense. And I used to go with him to back then when it was know your why before we kind of took down the company and then rebuilt it as Y Institute.

There were like these coach events where they would have coaches practice and you'd bring someone on stage and they would go through that experience with them. And it was funny. Every single trust always cried every time. And I was like, wow, I don't feel so alone.

You're not the only crybaby, right?

Falling apart. Yeah.

I don't know if that was more Gary just clarifying you into crying because that can happen when you're working with Gary.

It can happen.

It's like, but why do you feel that way?

Let's give Gary a hard time since he's not here to defend himself.

So.

So, yeah, she's off on the golf course.

I know you guys are old friends. You've been. You've known each other for a long time. Tell us how you guys met and what's the yos connection between you two? I noticed. So both of you have simplify and make sense in your top three. So let's go. Let's go to the first question. How did you guys meet Aiden?

So we met in college. We were. Well, so we met our freshman year of college, but then we were roommates our sophomore year. And we didn't exactly. We weren't like best friends at first sight. You know, we kind of had a rocky. A rocky start. But once we got to know each other, it was like instant connection. And then we were, like, inseparable. We literally went to each other's classes. I'm not even kidding. Completely inseparable. And I think that's a lot of that's like contribute and trust are just kind of like a match made in heaven. And then when we also share, you know how and a what it's like we were just meant to be best friends. It's just the way way it is. So, yeah, I mean, that's how we met. So.

So it's interesting you say that. I was. I was. I was playing golf with one of our Y coaches, Alex Krekka. And he and I share the same top three in a different order. He leads with challenge makes sense. Contribute. And I'm contribute. Challenge makes sense. And we were just talking about that because we're very different, but we think the same way. Right. Even though, you know, his personality is completely different, I'm constantly thinking Outside the box, I'm constantly wanting to help people. And, you know, he tries to tell me, well, you know, Dan, that's really. I love helping people. And I'm like, I get it. That's. That's. That's why your. Why is your. What is contribute. So it's interesting. Simplify and make sense. I mean, are you. Are your gatherings, when you guys come together, is it all about just, hey, let's keep it simple? It's. I understand. Let's move on.

I think, like, sometimes it's like overly simplified, if anything. Like, we're always just like, okay, how can we. Like, we both have already made sense of what we need to do, and then it's like, like, what are the three things we need to do to get this done right now kind of thing. So.

Right.

No, I'll be like, okay, let's go do it. Done. See you in an hour. And we'll let each other know how it's going.

That's like, I love that. Jordan Watson. Jordan says the. The platinum rule is a key success factor in the Y discovery ksf. So Watson is always introducing me to. To little abbreviations. Key success factors asf. And then he also said the full yos adds an insightful dimension in the team and couple wide discoveries. So, Bella, you know, we heard about Aiden's boyfriend. Tell us about you and your boyfriend and how you use the yos in your relationship.

Yeah, it's funny because he's better way also, which better ways are just always in my life, it seems they're always in very lead roles in my life. So he's better way makes sense. Simplify. We actually share the.

But I almost think his simplify is definitely leaving. Yeah. Like, although I think his better way almost kind of comes off a little bit more challenging than better. But they are, like, very close.

They're very close. Yeah.

Yeah. Because they're both trying to change something and alter it from how it is. So it almost feels like a challenge. But it is. I'm trying to.

So you obviously you know this, Bella, because you've been around it. The way you tell the difference is if he's doing it different just to be different. He's challenged. He's doing it different because it's better then he's better way.

Yeah, it's usually better way. Like, I like to drive. Like, when I go to the gym or things, I'll take like a different route because I think it's pretty and I think it's fun and I'll do something Else. And I'll be like, and then I went to Fort Collins to visit my friend, and then I came back down. He's like, that makes no sense whatsoever. Why would you not just, like, call them and then go directly on, like, the highway to this? Because it's way better. And I'm like, but that doesn't. No, that's not. Doesn't make me happy.

You don't get that. Great view, right?

Yeah. And he also has, like, one pair of shoes for each thing in life. Like one pair of tennis shoes, one pair of dress shoes, and then one that's just a life shoe. And I don't understand that at all.

But very simple, right? So Bill says coaching is helping another person accomplish what they want. The why helps determine the pathways. So that. That leads to my next question. Thank you, Bill, for that comment. So my next question is, how do you use your yos and the work that you're doing? Because you guys are so creative, you're coming up with a lot of great stuff that we use at Y institute. How do you use your yos? And then how do you use it even? I mean, we're on team calls a couple times a week. How do you do that?

I'll go.

Aiden first.

I think it kind of. I have to fight mine a little bit sometimes, because with what we do in marketing, you know, you kind of have to dig in deep and find the nuances and almost be more mastery. And where me and Bella are just so simplified that that's not exactly what we want to do or, like, not our natural instincts. So I kind of. At least I have the yos that I can recognize, like why I don't want to do specific things or why it might be challenging for me. So I guess I kind of have to fight mine a little bit. But then there are things that really flow into my yos where I'm, like, finding a process that's kind of complicated and I'm making sense of it and simplifying it. And, like, then I can help you guys by helping you understand it in something that's simple and concise and that makes sense. So I guess it just, like, feeds into, like, the work that I do all the time.

Yeah. No, so. So, Aiden, one of the things that you do and. And you know, I'm going to give you a hard time because we sit in meetings together somet, and you come up with such detailed maps of the work that you do, but then you find a way to simplify it and make sense. How do you Take all that stuff. What do you attribute that to?

I mean, I guess I don't have a great answer for that. I think it really is like my simplify and make sense.

Then put together, because I almost, like, over complicate things in order to simplify them, if that makes sense. So I come up with all these, like, I try to think of, like, every case scenario and every side of things and every angle, and so that I can simplify it down to something that's actionable and something I can. I can do, and then also explain it to you guys in a way that's simple. Simple and makes sense.

And I will tell you, I appreciate simple and make sense because when I remember you showed us the roadmap to understanding our clients, I mean, and it was so much to it, my eyes glazed and my brain started crying. And then you were able to simplify it and say, okay, this is what we got to do. And that there. There's a. There's a gift in that. There's a. There's a. There's something about that that's very important that we need to recognize. And that's you living in your. In your zone of genius, as Watson would say, right? Contributing by simplifying and helping us make sense. How about you, Bella? I know trust is so important to you. I know. One of the things I hate hearing from Bella is like, you've lost my trust.

That you better go do it. Because we did not want to lose her trust.

Yes, well, I guess, like, how I use the yos and the work that I do, I mean, other than, like, answering that with 24 7.

Right.

Because I feel like it's just constantly, like, so ingrained in me and what we do all the time and what we're trying to put out there. And, you know, the blogs that I write talking about the different whys and everything, but when it comes to meetings, too, I feel like all of us can almost kind of like, manipulate each other a little bit using the word, but, like, in a good way. But, like, if you, you know, you're like, oh, I really just want some. Some help with this, or then, you know, it just, like, ignites the contributes. Or then if you want some help, I don't know, if you need, like, some new eyes on something for a way to make it better, then you can just go to my dad and, oh, he will give you a million new ideas that maybe you didn't even want. But, you know, there's, like, ways for us to kind of almost use our Strengths like that, which you wouldn't be able to do if you didn't know that. You wouldn't be able to like, know who to go to on your team or know who is good at what or if I want Aiden's help on how to simplify some. Even if my simplify just is, you know, down for the day or something, or if I've been staring at it for too long and I don't know, like, where to turn next, then it's good to have someone who thinks similar to me. So we know we're kind of on the right path but can have some new eyes on it.

Yeah. So Bella, you were on Watson's show yesterday, right? So you talked some stories and he just said zone of genius. I don't know if he used that with you, but I really about that. When you're, when you're working in your why, how and what, you're kind of in your zone of genius, right? So for you, when you're building trust, when you're simplifying and making sense of things, you could do that all day long. That's. That's high energy stuff for you, right? It gives you definitely.

Oh, 100%. Like, if I can even just working with the team, you know, gives me high energy because we're all people that I can trust and count on and I know that everyone's reliable on the team and is doing their best and working hard and that's something I appreciate. And then also, like even just now working with the coaches more and stuff, I like building those relationships because it's nice because since we all work remote, I think I miss like one on or like face to face stuff sometimes. So getting to work with coaches a little bit and be their trusted source, if you will, something that they can come to.

Yeah, no, that's true.

Nice to have that.

So I'm going to ask, I'm going to ask Aiden a question. So, Aiden, now that you know. So you joined us, how long have you been with Y Institute? A little bit over a year, right?

No, I think it's only been eight months, but.

Okay, so September, you've done so much since you've been here. Feels like you've been here longer. So Aiden, what's changed since you learned your yos in terms of how you message to people, how you talk to people, how you would introduce yourself to somebody new? What's been the biggest difference since you knew who you. Since you discovered who you are?

So I learned my yos a little bit over a Year ago. So it was before I actually came on because I'd been begging Bella. I was like, I can't wait to take the yos. Like, when do I get to do it? When do I get to do it? Early. Um, and it just like everything kind of like clicked for me. I was like, this makes so much sense. And kind of since then, you know, it also like, put a lot of things into perspective. So I was, you know, working at a job where I didn't. I wasn't like, contributing, simplifying and making sense. And so it gave me the courage to kind of tackle a new venture and, you know, enjoying the why and really pursue, you know, a career with you guys. And in terms of my, like, communicating, I. When I, like interviewed for the job, it was just so natural because I could just talk about how I contribute, simplify and make sense. And you guys understood the language. And so it was just, you know, super, super easy. And even when I, like, meet people out, when I'm out and about, or you know, random, you know, when you just meet random people, right. I sometimes have to bite my tongue not to just, just blurt out that I work at Y Institute and immediately go into my yms because people just glaze over. They're like, what is she talking about? And actually that's not even true. People are always immediately intrigued. And it's a great icebreaker.

So, yeah, it's a good icebreaker.

I just, I think it's a. I don't know. I just, I love the Y Institute and the my yos and it just all kind of makes sense and it just feeds in everything that I do all the time.

So you're.

A while back when we had a team member leave, I immediately. Because I knew that her strengths were in marketing and data and everything. And I knew that that was something that we were kind of lacking at the time. And so as soon as we had a team member leave, I was like, Aiden, you have to apply. Like, you don't like your job. Like, this is perfect. You've always loved the why. You've been such a big advocate for the Y, even like before working here. So it was just really like a match made in heaven a little bit.

We're so glad to have you. I remember I needed some part time help. It was like two hours a day. And I tried to hire and she's like, I'm not getting up at 4 in the morning for two hours a day. Right. So we're so glad that we're able to bring you on full time and we get to take advantage of your talents and you're, you're a member of the team. So let me ask you this question because I posted about this this morning. Elon Musk said, you know, you, you want to, you want to make, you want to train your people so that they're good enough to leave, but you want to treat them well enough so that they don't want to. So how. And I think the insight that I shared on my post was I think it's understanding the Y O S of your team and then allowing them to live in that space, it's going to lead to retention. Right? People are leaving jobs not because they hate the job, not because they hate the company. It's because they're not doing what they love to do. So we've got to figure out a way to do that. So this is, this is your opportunity to give us a grade at Y Institute. How are we doing in terms of allowing you to live in your zone of genius so that you can, you can be the best you that you can be?

Let's see.

Let me think on that. I mean, it's just every, the communication itself and just how our team works together and how we do, we do use the platinum rule in every, all the communication aspects. It's always, you know, if you, if you need help with something or if you want me to do something, you use wineipulation and you're like, hey, Aiden, I need help. Can you help with this? And then I'm in like, or I need to help. I need help simplifying this or making sense of this. I'm immediately going to perk up and be like, yeah, let me help. And it just, it lets you live in a space where you just really do have unlimited energy. You just wake up and you're excited to go to work and, you know, you're excited to talk to your team members and even, you know, yours. Everybody else probably has a little bit of like, reservation when it comes to talking to their CEO or their boss or the founder of a company. But I jump at the chance to talk to Gary because he's just insightful and always really understanding and fun and keeps everything really fun. And so, yeah, I don't, I don't know, it's just a really great place to work and it's such a great community to be a part of. So.

Did you just say why Nipulation? I cannot believe. So now you're putting a sinister spin on it.

But it is true, right?

Me And Bella say this all the time. This is not new.

Yeah.

Why Nipulation.

We always talk about it.

Bella, tell me. Tell me about your. Your. Your side of it. You know, how. How does it. How are we doing in terms of allowing you to live in your trust, simplify and make sense?

You know, it's great because I feel like. I mean, like I said, now I'm kind of working with coaches and everything. I think when I first came on, you know, I was doing more admin y things, and now that we're kind of more in leadership roles, it definitely allows me to feel like you guys trust me and that, like, I can be trusted and that I can take on these bigger projects with me and Aiden together and that we can also, like, share these things that we're doing together and building the trust of the community and the trust that we want to have within the Y community and our coaches. And you know that we're always kind of trying to make sense of things. Like, even if her and I don't know how to do something, we can try and figure it out. And I think that's really strong and it makes sense because I think some people might panic and be like, I have no idea how to work HubSpot or no idea how I can, like, design this. Or sometimes Canva has, like, weird little quirks. So you're like, okay, well, if I layer this on this and then cut this off and, like, do all these weird things that you have to do, like. And I think that's just how, like, our make sense brains work, and it helps us, like, kind of move forward in the company and work within our zone of genius a bit.

I love that. So I'm gonna go totally Gen X on you guys. Are you guys millennials? Do we count you as millennials?

Yes, I think so. Yeah.

So I want to say this about you guys. One of the things, and Gary and I have talked about this, that you are amazing at, and I think your whole generation is really good at. You can't throw anything at you guys that you're going to say, oh, I can't do that. What you say is, well, let me look it up. Let me research it. And one of the things that Gary talks about is you. You. You shrink time. Because the time that it would take me to learn something new like that is, you know, forget it. I don't want to learn it. But you guys can take something that you've never done before. Go look up some YouTube videos, sign up for training. Next thing you know, You've gone through to a mastermind, and you, you've taken a class and now you're like a HubSpot expert, and you're coming up how to use all that stuff, right? Oh, I like Lynn. That's a great one. Maybe y fluency manipulation. I like him already. Great job, Lynn. Thank you so much. That's another way to do that.

So I, I want to give you guys kudos on that. To everybody out there that's always complaining about millennials, I'm going to tell you, this is when I. When I look at the work that Bella and Aiden do for us, I have great hope for our future. I. I know that I can retire in, you know, in a few years and not worry about the future of our country. We've got amazing, amazing young people that do amazing things like you guys are doing. So let me ask you guys this question, because this is an important one. I want to know. So what does it mean, Bella, to be the chief content creator? You know, I posted about your name is Isabella, but your nickname is Bella, which is Spanish for beauty. And I'd say anytime, you know, because I can make a crayon drawing and give it to Bella and she can make it beautif. So what does it mean when you're the chief content creator? What do you say is your biggest, biggest duty?

You kind of stole my thunder there. I was gonna say, well, I like to bellify things. Or we say I bellify them, which, lucky for me, you know, Bella means beautiful. But I really just like creating different things. I haven't created a lot of videos too recently, but, like, back when we were releasing the Yos, there's, you know, kind of hype videos and then the one that we just saw and then promo videos for Christmas campaigns and different things like that. And whenever I'm creating stuff or I guess chief content creator means, you know, just a lot of creating content. I really feel. Yeah, there's so much that goes into that. You know, there's blogs, there's writing different blurbs for the website, there's copy for all sorts of things that we're writing. Yeah. And her and I really collaborate on a lot of it nowadays, like, or. Because we both can count on each other to do a good job, and we're like, hey, can you write this copy for this email? Or can you create this thing? And we just collaborate a lot. So I love that really entails a lot of different.

And what people don't understand is how cool it is to come up with Ideas and have you guys just bring them to life and create videos, create campaigns, and create content that is not just good, but it's also beautiful and people like to look at it and we get lots of positive comments. So, so great to have you guys on board. So, Bella, tell us something that you do as the chief content creator at Y Institute that nobody would expect that Bella does.

Well, if anyone's ever on the website and they see that little chat thing on the bottom and it says that their name is Casey, that's actually me. I am Casey. Hello world.

Feeling.

Yeah. And it just cracks me up because whenever people message in it, they're like, hi, Casey. Or then they think they'll get a different answer. Emailing me or emailing coach support. And I'm like, I am all of these entities, so good luck. But.

Here, as, as of now, those are all one in the same person. Right? But you're. But they think they're talking to three people. That's hilarious, Bella. Well, Aiden, what about you? Tell us about what, what you do as the chief marketing director. What does that mean? What, what's your, what's your, your chief role? What's your, you know, number one priority? And then tell us what, what you do.

Yeah, so, I mean, all my marketing people that are watching or listening know that there is so, so, so much that goes into marketing. So to simplify and make sense and help you guys out, I, I would just say that it's kind of my main thing is just strategizing on how to find those people that are struggling and are looking for a solution like the YOS discovery in their life or YOS certification or team yos or business yos. And then once we can get those people to purchase those things, how to keep them. And so that's like oversimplify it, you know, it's just how do we, how do we get our clients and then how do we keep our clients? And then obviously into that it goes, you have email, newsletters and, and social media and promotion of all of our content, all of our content creation, SEO, web design, ads. Eventually we'll be running ads and I'll be kind of spearheading that as well. So just pretty much everything from A to Z when it comes to marketing. And then I have a really great assist with Bella. She helps me with all the day to day stuff and the beautiful content creation that you guys see every day and the web design and everything. So, yeah, that's mostly what, what it means to be the marketing director.

All right, so so, Aiden, tell us something that you do as the marketing director that nobody would expect that you do.

I have a good one, actually. I thought of this yesterday, but something that I feel like people would never think is that I literally have to scroll on social media to look for trends and I save a bunch of emails that are just to like, to get inspiration. So it's a lot of. I mean, and I don't sit on my phone and scroll all day. Not nothing like that. But I'm constantly, whenever I am on social media thinking, oh, man, that would be great for Y Institute. Or, oh, I'm gonna take that idea and use that, or, oh, we should make a video like this. Like, I constantly just have this library stored of inspiration and content ideas. So, yeah. So part of my job literally is scrolling through social media.

Isn't that great? You know, I. You know, when I was in the military, I used to. When I was young and in the military and doing a lot of fun stuff like playing war games and stuff. I remember going, you know, I remember one time we were rafting down the river and it was very quiet. It was in Florida. It was a swamps. But I remember turning to a friend and saying, I said, we're getting paid for this. Right? Right. You're. You're scrolling through social media. All those people, all those young people out there that are parents are yelling at them for scrolling. You get paid to scroll through social media. I. I have to show this comment. So. So Lisa Rosemeyer is like, you have been my best friend lately.

And then ballet. So I guess she was referring to you. She says she loves you. What's going on there with you and Lisa? You've got to tell us. This is probably with Casey, right?

Yeah, it does have to do with Casey. You know, my alter ego just being in chat just been helping Lisa with some different dashboard things. So we've been in communication a lot. So it's been. It's been great getting to know Lisa, even though she didn't know it was me.

It's really cool. And those of you that are. That are coaches currently that are working with us, that's the other thing that Bella is amazing at, is supporting. So she. She helps our coaches walk through any kind of technical difficulties. She's also all the time talking to our tech team and to our. Our coaches. So I know Lisa's with Salvio Partners, so she works with Rosie Ward, who they just had a huge event that they. So it's amazing to see that you were able to support her. I Know that I sent her your way when she had some questions on some of the things that they were doing and sounds like you did a great job at it. You earned her trust, Bella.

Yeah.

Classic.

Good stuff. Good stuff. So let me ask you this question and this is a really important one. And if your answer includes Daniel in it, it's going to be just fantastic. But doesn't have to. What's your favorite part of being part of the Y Force.

Man?

Let's go with Aiden first.

That is a hard question because I think there's so much like greatness in our community in the Y Force and our team. I would say a collaboration is probably my favorite part because I. There's just a never ending flow of ideas and energy and support and.

Just, I don't know, it's just an amazing community to be a part of. Every time I, you know, want help with anything or if I'm struggling with something, there's a lot of psychological safety there with our team and I think we just all really love each other and it's like a big family and I think, yeah, that's the best part for me.

I love it. So, so two things. So, you know, isn't it interesting? So Bella was not producing this show for a while, but then when Lisa said Bella so responsive, told her she should ask her boss for a raise, all of a sudden that banner got put on. All of a sudden Bella went into production mode. And I know Gary's watching. Yes, of course. So thank you very much for sharing that and that, you know what we say all the time, we will take that into consideration. Right. Our good friend Melanie Ake is talking about the team behind the team. This is great. You know, Melanie's been very busy lately. Had an amazing workshop yesterday with the Air Force and she took them through some a couple of days ago through some leadership training. So she's another one of our amazing coaches that just believes what we believe that knowing your why is the first step in self awareness and that when you know the why of your clients, you can create an amazing plan for them so that you can talk their language. Right. If we're talking about we're creating a plan to move forward for Aiden, we want to make sure it's a plan that includes contributing that it's a simple plan and then it's a plan that helps people solve problems and then she's going to. And I did do this all the time. When I'm talking to new potential coaches, I start talking them in their why and they do exactly what Aiden said. Right? I talked to Valerie about, hey, look, let me show you how we can build trust. Let me show you the problem. We're going to solve it. Let me show you how. We're going to make it simple. Automatically that the head starts nodding. So as a coach, it's a tremendous advantage to know the yos of your client, because then, as Aiden said earlier, you can speak their language and talk to them using the platinum rule, which is what they want to hear. Right?

Yeah.

So, Bella, I don't know that you had a choice, so I think I'm going to ask this question of Aiden. Aiden, tell us about your decision to join the Y Force. You know, you've known about us for a long time. I don't know how long it took for Bella to finally tell you about it, because at first she wasn't so, so, so gung ho on it. Right. But now you. You're part of it. What. What drove the decision, like, to become.

A part of the team or to join, like, why?

The wise to join the team.

Okay, well, let's see. You know, Bella, like, kind of initiated it and said that you guys needed help. And I've been obsessed with why and why Institute and everything since Gary gave me my why back in. I think it was like 2016, when he sat us all down at dinner and gave us our why, and I cried. And it was this big emotional thing.

From that point on, I was just like, I had a lot more direction in my life. And so then when I had the opportunity to work with the why and to kind of be able to contribute to something that I believed in and to get. Be able to help bring the why to the world. It was really just a very easy decision. It was just the second I heard that you guys needed help, I was like, sign me up. Here's my resume. Here's my LinkedIn. Go hire me.

So I'm gonna ask. So that. That's how. That's how you made your decision. Bella, do you ever remember a time when the why didn't exist?

Not really. Honestly, like, I. Yeah, because I found mine out when I was 14 or 15. And that was just. I mean, I don't even remember before I was 14 anymore. It feels like I've only been alive for, like, 10 years.

So I always. You know, I'll throw a little story, a little personal story. Right, Personal story here. I remember I met Valla for the first time. Her dad and I were on the way to a golf trip in Taos, and Gary forgot something. And I remember because Julie had to drive up and meet us, like, halfway to Santa Fe with. I don't know if it was his driver or something, but anyway, we met or he took her wallet. But we met and Bella and Q were in the back seated still in their car seats. You know, they were that. They were that young, and they were like, hey, you know, and then we. Gary got what he needed and you guys went back to Albuquerque. We went back up to Taos, but. So I've known Bella for a long time, and it is so cool to have you be part of our team. You know, I've heard about you. Because, by the way, those of you that don't know, Gary was my dentist for 20 years. So I've known the family for a long time. And I remember just hearing stories about Bella. Oh, Bella's graduating high school. She's in school. She's going to college. She graduated college. Oh, by the way, now that we're. We're all on the Y force, by the way, Bella's joining the team and she's going to start helping do our marketing and do our blogs, customer support. I mean, you do so much, Bella. It's really so cool to see you and have you here and then you go out and find your really talented friend and bring her on board. That is. That is so much fun about being at Y Institute. So there's three. Three groups at Y Institute, right? So there's there's Y society, and then there's Y nation, and then there's Y force. So give us the definition. Why don't we give. Bella, you take Y force. What's Y Force?

Y Force is our internal team. That's because, you know, we're forced to be reckoned with. I actually don't know if that's why, but yeah, Y Force is the internal team. So it's like you, Aiden, me, Gary, you stop there.

Just you, me and Aiden, right?

Yeah.

The Y Force is the internal team. And Aiden, who? Who is why society?

Why Society is our coaching community. So all of our YOs, certified professionals, they are why Society?

Excellent. And then why Nation? Who's Y Nation?

Okay.

You can do it, too.

It's no problem.

Just the community as a whole. It's everybody that's ever taken their Y and their yos and everybody that's part of the community. To everybody.

So one of the things that we do when as part of your training and both of you have done that, is you have to go through the same certification training that Our coaches do. So what was that like? And now that you're certified, I know you. You. You often share the why with your friends or with your. With your family. What is the. What was the biggest learning you had? Because you've been on the other side of it. You received, you know, you got. You got the manual, Bella, you started with the manual process. What was it like once you became certified and you learned the ins and outs and how to help people understand their challenge, their strengths, their challenges, and how to overcome those challenges? Start with you, Bella.

Well, it's funny because I actually didn't go through the wireless certification stuff, but that's only because I edited all the videos and actually put it together. So I watched the meeting quite a few times. I didn't want to go through it again, but so I have, like, kind of taken it. But I think, like, the biggest learning was.

I don't know, just going through, like, all the nuances in the history of the wire stuff that I sometimes didn't know or kind of forget about.

Right.

And I think, like, kind of just learning how to talk about it with someone because, you know, sometimes I'll have someone take the wire, the yos, but I don't have, like, the words to help them kind of understand it a little bit more. But going through it, I do a lot more. Just kind of knowing how to sometimes, like, you'll run into a mastery, and you're like, oh, gosh, how do I talk about this one? But I've gotten better with, like, the contribute and obviously trust and better way ones and challenge. That comes up a lot. But it's kind of like learning the nuances of the ones that I didn't know as well because before I was on the team, like, obviously I knew all of the nine whys, but I. And I knew that, like, clarify and simplify were on there and, like.

In mastery in those ones, but I didn't know the nuances of them. I just knew that they existed, but I didn't know them at a deeper level.

That's great. What about for you, Aiden? And. Yeah, Bella, I mean, you didn't technically go through the training, but you probably watched every. Every video, like, 10 times.

Oh, yeah.

How about you?

I didn't take the quizzes, but I wrote them.

Right.

For me, I guess. I mean, it's very similar. Like, I had to learn all the nuances. I had to learn all the details of all the whys, because I didn't even know all of the. All the nine whys. You know, coming in because I was, you know, pretty, pretty on the outside until joining the team and then also learning about the sequence and how, the why and the how and the what relate to the limbic part of the brain versus the neocortex part of the brain. And so that was a really big learning, a learning experience for me and like how, how your brain essentially works and how you make decisions and why that leads the why and that's why the sequence matters and stuff. So that was something that was just like a big eye opening learning experience for me. Probably the biggest. And yeah, obviously just learning the nitty gritty details of, you know, how to get people to discover their why and their how and their what. Luckily we have the assessment discovery so that we don't have to like give it to the, give it to them manually anymore because I don't know how great I would be at that.

But yeah, excellent, excellent. So we're coming to the end. You know, one of the things I want to do is I want, I want to share another one of the videos that you guys put together because this is an amazing video. I play it at the beginning of every why not Wednesday and then I think we'll, we'll end on that note. So Bella, Aiden, thank you so much for being on today. Is there, is there any question I didn't ask that you want me to ask? And Aiden, you're not allowed to put what you put in the pre show notes.

But it was so funny.

Hey. So well let's, let's make sure we give. Yeah. So Resilience Season 3 is all about the wise. And Watson, you're doing such a great job. He's getting in touch with, with different coaches, different people involved in Y institute that have all of the nine whys. And Lynn Everard said it was the aha that this was me. And the same for all the people that he has taken through it. So I'm gonna say have a great day guys. I'm gonna play that video and let everybody see your, your, your genius one more time and then we'll go off the air. So here's my favorite Bella Ayden creation.

There's a certain kind of coach who believes what we believe.

Who leads people to greatness, who gets people unstuck, who unlocks all of your passion. A coach who helps people discover what drives them to tap into their superpowers.

Knowing your why is the first step to untapped potential.

To focus.

To breakthroughs.

A coach who's looking for a better.

Way.

Are you that coach?