Brave Biz Labs - 12th September 2025

Mile alone.

Hello.

Hi. How are you?

Good. Did you have issues with zoom?

No.

Okay.

Am I just. Is it just us today?

I know. I don't know. That's what I was thinking. I was like, No, I came here to listen today because my head is full today, so. So, no, I just am a minute or two late because I was finishing up an exercise.

Oh.

In python.

Very fun.

Very fun. No, it's not at all.

I don't. I don't want to learn anything about it, so I'm.

It's not a. It's not. I'm glad I'm learning it. I get most of it. It's just putting it all together and trying to remember and, like, it's just. It's just learning a new language, you know?

Right.

That's all it is.

Yep.

Super fun.

Yeah. Yeah.

And unlike learning an actual new language, like a spoken one, there's no, like, funny, like. Like mistakes that you can giggle over. Yeah.

No, this is, like, wrong error. Well, thank you very much. Error to you, too.

Oh, God.

I remember. I'm good.

I'm good. I am. I'm heading to Springfield, Massachusetts, right after this call because I am working with the Democratic. The Massachusetts Democratic Party to do their convention.

Cool.

And the director of Mass Dems called me yesterday, and his. I was like, hey, Alex. And he's like, hey, like, you sound like you're having an awful day. And he was like, I am. Could you tell from that one word?

And he.

I was like, yeah, what's going on? He's like, everyone is canceling, like, coming because of what happened this week. And he's like. And he could tell. He was, like, about to phrase it like, please tell me you're not canceling. And he rephrase it to, like, are you still comfortable coming? I'm fine.

Yeah.

Like. But I could. I could, like. My mind reader was like, I know. That's what was about to come out of your mouth hole. Yeah. Like. So anyway, so I'm driving to Springfield. I'm helping them set up, and then.

How far is that?

It's like two and a half, three hours.

Okay.

I'll be able to. I have, like, a networking call that I'll do on the way, and then. Yeah, but. And then I'm working the event tomorrow, so.

Look at you launching already. My good. I'm so impressed with, like, just. I'm just impressed with you. I don't know how else to say thank you.

I appreciate that, but it'll be.

It'll be.

It'll be fun. It'll be interesting to see, like, what, you know, comes out of it. Hi, David.

Hey, guys. How you doing?

Good. How are you doing?

Good. Hanging in there. Happy Friday.

Happy Friday. Let's. Let's do some celebrations. What are we celebrating today?

Celebrating?

I'm launching some new subscription models, which is very exciting. Yep. And my new AI app is, like, officially in development.

Yeah.

Coders are doing their thing.

Coding.

Coder's gonna code. You know what they say. Yep.

I'm just laughing, David, because just before you, you dialed in, I was just telling Katie that I'm learning python. So just like, awesome. No.

Why is that not cool?

No, it is cool. It's just not easy. It's just my brain is a little full, that's all. I didn't mean to track your joy. I just wanted to explain why I was just making a face. I'm really curious. What's your AI app? What's that? I'm sorry, I don't mean to take over, Kitty.

I'm just like, what's that all about today? So, like, you know, whatever. Whatever you guys want to talk about.

It'S just us and Gandalf.

Yeah, I know Gandalf.

Listen, Gandalf, I don't want you to be offended here. We're talking about other AI apps that are not Fathom, but. Yeah. Although.

Oh, now I get the gray AI. Oh, duh.

Now I know this is my joke with myself. So, like, every time, every time it joins, like, if you're on the call already and you see me go like, that's me, like past me making a joke to current me, and I'm like, oh, my God, I'm so funny.

Okay, that's really good you pointed out, because I thought that was your constipated face.

No.

Really good to know that that's your quite laughing face.

I'm very regular, David. Don't worry about that.

This is so much better than coding.

That is really good to know. I appreciate that that's important. I'm so glad this is a recording.

Yeah, yeah.

Yeah. I'm not actually regular, but I inadvertently, like, announce my poop schedule to all my friends because that's when I respond to whatsapps and memes. Oh, yeah. Anyway, so what was I saying? Oh, AI app, that's not fathom. So it is going to do regulatory compliance for nursing homes.

Yeah.

And my thesis is that compliance, corporate compliance is one of those things that is like a little hanging fruit for AI because it is both complex and objective. Right. So like when things are really complex, you think that's going to be. In most cases, things that are extremely complex are going to be difficult for AI to take over in a comprehensive way because a lot of judgments involved. AI is really good at like simple objective things. But the thing about compliance is that even though it looks complex to a human, right. All you're really doing is taking a set of procedures and operations and SOPs and that kind of stuff and mapping them against the set of rules. And it follows the rule or it doesn't. So it looks complex but is actually very objective. And therefore I believe that AI can kind of do, you know, 95% of that job. And we'll find out in a few months. We're hopefully going to be live in January. Fingers crossed. But yeah, so that's what's new.

What's that, what's that trending sound that's like looks like a thing would kill you. Looks like a something is a something like looks like a sweetheart. Is a sweetheart. I forget the, the, the funny.

Remember I'm not on Tick Tock as much.

Oh, okay.

Something like why if, why not a friend? If looks like a friend. Is that what you're talking about?

Different. It's different. We have another, we have another robot joining us. Which means I think Carrie's on her way. There we go.

Fathom is awaiting user input. Hello Fathom. By the way, something to keep in mind. Otter is the defendant in a large scale lawsuit recently because unlike the native like Zoom recording how it asks for consent, Fathom and Otter do not. And there was an instance when a founder were. The group of founders were pitching to investors. That was really big deal. And everyone's, you know, Otter was on the call as well. And then the investors logged off. But because it was synced with their calendar, there was still time left on the call. So their note taker state stayed in the meeting and they started talking shit about the guys who just dropped off and killed their deal. And they are suing Otter for several million dollars because they never consented. And if you're not depending on your settings, like some, for example, if your settings don't have like non video pop ups, you could easily not not notice that. Right. And so yeah, so something to keep in mind, you know. You know we were talking a ton of about you in the, you know, eight seconds between your Fathom joining and you. So just so you know, just scroll past that in your notes if you don't mind.

Oh, you're muted, Carrie. We can't Hear you.

That's good.

Wait. Yeah.

Wait, was I muted?

Yeah. Okay, never mind.

The joke's gone.

It's never too late for a good joke.

It wasn't that funny, actually. It's probably a good thing I was muted.

Okay.

I believe.

Oh, man. Okay, so we went down a little tangent on David's celebration. Okay. That answer the question, Jennifer?

With consent.

With consent, of course. Always.

I don't always. I. That's not true. I don't always get consent before my tangents. But it's nice when it's a bold bonus.

What else are we celebrating today?

I'll go. I just signed a. Is everybody.

Sorry.

Can you hear my dog?

Who cares?

I can't hear me. Oh, that loud.

It's not.

He's not that loud. Okay.

Yeah.

Has everybody here seen the movie the Holiday with. Right. And do you remember the. You haven't seen the holiday?

David?

Sorry.

A lot of our conversations, but yeah.

What kind of movie is this?

It's a rom com. It's only cute, but it's like a Christmas rom com. So, like. Yeah.

So many reasons why we're not seeing it, but keep going.

Okay.

Well, it's a classic and you're missing out with Kate Winslet and Jack Black.

Yeah.

And Cameron Diaz. Anyway, remember the company that. The Home Exchange, the one that they used to change houses.

Yeah.

Signed their CEO as a media training client.

Yeah. Congratulations.

That's awesome.

That's so cool.

Yeah, it was very cool.

And he's great. He's really.

He's awesome.

Super chill.

He's French. I think the company is based in France anyway, so that's what I'm celebrating. Amazing. Congratulations. Love that. For you. Yeah, it was fun. He's fun. Yeah.

Awesome. Yeah.

And Jennifer, what are you celebrating?

I don't want to say anything now after Carrie said that.

Why?

You're learning Python.

Yeah, I'm learning Python.

David hasn't even seen the movie, so.

Yeah, I. I am persevering. That's what I'm doing today. That's. That's the celebration. It's. It's taking a lot out of me today.

What are you doing with Python? Like, what are you building? What do you want to build?

I don't necessarily want to build anything. I'm getting the skill along with a couple other new tech skills like tableau and SQL and other things. So I'm upskilling significantly in hopes of creating better job opportunities, ultimately taking advantage of the training to take. See if maybe I'll have a better job waiting for me next. Next year. Yeah, I don't really want to do any of those things, so I don't know. But when offered a skill, Gonna upskill. Let's put it that way.

Yeah, That's a good motto. Upskillers kind of upskill coders.

Yeah, pretty much.

Yep.

It is pretty cool to, like, do these kinds of things. I'm sure it will be helpful in the business and whatnot. Like, it's. It's interesting and exciting and it's hard, so. And it's bringing up a lot of, like. I'm pretty sure I have a. I have dyscalcula, which is bringing up a lot of, like, math trauma. So just looking through all kinds of stuff like that.

Yeah. Well, I mean, I want to celebrate that you're doing a hard thing.

Thanks.

Right. I mean, but think about it. Like, there's a lot of research about, you know, when you make your brain form new neural pathways, you're actually guarding your brain against, like, Alzheimer's and a lot of other diseases. Right. You make your brain more. More pliable. I had a friend when I was. When I was in high school. She was in her 50s. She was taking French classes at the community college with me. And she was doing it because she'd had a stroke. And her doctors told her that to prevent a future stroke, she had to build new neural pathways. And she's like, okay, cool. Like, I'll learn a new language. Right. You're doing that. You're doing stroke prevention and Alzheimer's prevention. You're growing your higher ability.

You know?

Like, you. You are setting yourself up for so much success. Like, is it fun and sexy?

No.

But, like, that is the thing that we need to celebrate. We need to celebrate the fact that you are putting yourself through this.

Right.

That is, like, honestly, like, celebration should be about effort.

Right?

Like, occasionally it turns out, like we have with Carrie. Amazing. But, like, all the fucking work that Carrie put in to get to that when, like, that deserves the celebration to While.

Yeah.

Not just when the result comes in.

For sure.

Okay.

Thanks for the inspiration. Yeah, it's. It's. It's a lot of work. And that's what I keep reminding myself, like, whether I use it ever. And it makes a difference. Higher ability or not, it's a great skill.

Right?

Right. And I'm not as. I'm. I'm cooler to my kids, and that's a big deal.

So important. Oh, my God. Like, I did. I did a teenage leadership program. Like, I led. I led a couple cohorts for this organization in California during the pandemic. And my biggest anxiety in running it was like, oh, my God, what if they don't think I'm cool? They didn't. They didn't think I was cool at all. And like, yeah, anyway, it was devastating. But anyway, moving on. What questions do we have today? Actually, before I open it up to questions, I want to celebrate something. So talking about politics stuff, I have advised on campaigns in Alabama, in Texas, in Iowa, in Washington state. I'm going to be advising for one in Indiana. And I just got offered a consulting role for a congressional campaign. Oh, and also New Jersey and also a congressional campaign in Connecticut.

Nice. That's amazing.

Isn't that cool? Yeah. And one of those campaigns kicked off because the. The young woman saw my campaign in the spring when it's like, oh, well, if she could do it, I could do it. And she's running for state rep, which is so cool. So, anyway, I celebrate that. Jason, welcome. We always start with a celebration. Do you want to celebrate something this morning? Not to put you on the spot, if you don't want to, you don't have to.

It's Friday to start with.

That's fair.

Celebrate. I don't know. Life is pretty good.

Okay.

And celebrate standing in front of the Golden Gate Bridge. Yeah, that's always fun. Yeah.

I'm not there, but yeah.

Oh, my goodness. I had no idea. No idea. I thought you were just like.

Yeah, he just goes to. To the marina in San Francisco to do all of his zoom calls. David.

Yeah, awesome.

That's how it goes.

Yeah, exactly. Line of people that set up their standing desks.

Do you remember that fitness influencer on Tick Tock who. Who filmed like, a work of video in front of a coup.

Oh, yeah. Oh, yeah.

This reminds me of. Yeah, I was like, not something.

Yeah, yeah, yeah, yeah. Like, she's like, starting her workout video and you see, like, tanks and all these military vehicles moving in behind her. She's oblivious. She has no idea.

No idea. She's like, to finish her workout and, like, it turns out she was like, live. She was live. I think. I think TikTok. And it turned out she was live streaming a couple of, like an actual military.

Yeah, yeah, yeah. Anyway, let's open it up to questions for my. My clients and my programs first. And then we'll open it up to everyone who would like to start us off. What questions do you have, if any.

I don't know if this is so much a question. And I'm, I'm. I'M hesitating because I also don't want to be a downer. I'm just thinking, like when it's tough, right? When you feel like you're in the trenches, when clients are not coming in like they were, when you're really tired and exhausted and trying to do a lot of things, just keeping the faith does that. Is that, is that going to, is it going to come true? Is there, is it going to be there someday?

You're absolutely going to have days where you lose the faith. You're absolutely. It just, it's the nature of the beast. Right. When your kids were really young, were there days where you're like, I don't think I can do this. Right? Are they, they're still with us, right? They're still like, yeah, not only are.

They still with us, but they're actually doing pretty amazing. So. Yeah. The times I was catching vomit or doing other things.

Yeah, yeah, yeah, yeah. So. But like, you kept the, like there were days you had no faith it was gonna work out.

Yep.

Right. This is the same.

You're.

You're raising a child essentially. Right?

That I can, that I can make sense of.

Right. Like right now, the child is not sleeping, they're projectile vomiting everywhere. You can't keep up with laundry. You haven't showered in four days. Metaphorically. You know, your mother in law is calling, asking you to like help with this thing. You're like, what do you mean I can't do anything? No. You know. Yeah. So there are gonna be days like that and there are going to be seasons like that.

Okay.

They're gonna be full ass months at a time where you're like, I don't fucking know. Right? The key with these times is to not get yourself all flipped out about all the things you need to do. You have to figure out the one thing, what's the one action I can do today that will keep my head in the game, that will make me feel like I've done something right? Jason? Yeah.

I would say something because I feel for Jennifer. I've had that many times. I've been in business four years now and I've noticed a pattern that like, I don't know if it's you're looking to get more clients or if it's like the work is not coming in, but I found, I found that just when you're about to like throw the towel in, that's when you get something. And I think it's because you put, you go through a period of time where you're doing all your marketing and you're putting all the things out there. And this lays the foundation for when you get that next project or the next client because somebody looks at your post or somebody thinks about you, you touch base with somebody. So it goes, I think, in cycles, like when you have a long dry stretch, you're probably going to get something after a couple of weeks or a couple months. And sometimes it can be big. So don't, don't get discouraged because I've had that quite a few times. I'm just like, like, why am I doing this? And then all of a sudden, like, bam. I get like something really great.

So in my experience, Jason, I couldn't have said it better myself.

Yeah.

Yeah. So, yeah, thanks. I appreciate that. Yeah. And, and to. What I was gonna say is like, boil it down to the one thing you can do. What's the one thing that's gonna be most impactful? Visibility. Right. People cannot hire you if they don't know that you exist. So like, even if you, you're creatively tapped, you can't think of a thing to, to post. Even if you just like, are like, okay, cool, I'm gonna go and comment on 20 people's other posts today. That's, that's visibility. That's you being active. That's you, you being present. Like, the people who posted those things are gonna remember that Jennifer Lorenz is a human being in the world that exists. Great. That's the very first step to you stop being a stranger to them. Right.

Regularly, Jennifer, with your clients, past clients.

So, so Jennifer's in the, in the stage right now, Jason, just so you have context of she's switching niche. So her past clients aren't the clients that she's going to be working with. So she's building a new nation, a new client base. So it's like, it's that awkward in between phase.

That takes time.

Yeah, it does.

Yeah.

Does that help? Jennifer, Is there anything else you want here?

No, that, that's it. I mean, just the simple thing of keeping my head in the game. Like just. And just the vis. Yeah, just the one thing that, just the idea of keeping your head in the game. Like, I don't have to do all the things today.

Right, right.

Overwhelm. Overwhelm is creeping in and then I'm realizing the comparison is creeping in. So I need to like battle that on. Take that on.

Right. Well, and I also just want to remind you, on days where you don't believe in yourself, like, I believe in you. I don't accept people into my programs who I don't believe in. Right. And like, like, as a coach, like, I'm not supposed to, like, not believe in people, but, like, there are people who come to me with like a business idea or I can tell, like, like they're just not set up to be a business owner.

Right.

And like, I'm. I don't feel ethically correct accepting their money by accepting them into my programs.

Right.

Like, I wouldn't have asked you to be my client or I wouldn't. I wouldn't have even like, given you the option to sign up if I didn't believe in you.

Thank you. I appreciate that. Yeah.

So, like, on days where you don't believe in yourself, like, just remember I'm over here holding a basket full of belief. Okay. And I don't put it down. All right. Okay, cool. Awesome. What other questions do we have for my clients? And then we'll open it up.

No.

Okay, let's open it up. What questions does the whole group have? Or, you know, even if you don't know how to phrase it as a question, if it's just like, here's the little shit show I am experiencing right now. What the.

Oh, go.

Oh, go. Sorry, go. Jason.

Jason. Then David.

Yeah, I. I'm trying to figure out, and this is something that I've had kind of long term in my business, trying to determine my niche. So for those who don't know what I do, I'm a prospect researcher helping charities dig me gold mines, basically. So there's a research part and then there's the fundraising part. So they work together. And so I've been trying to figure out a niche. And at first I started out just in the healthcare field and I did it in Canada. I'm in Canada, so I did the Canadian market. And of course there's only so many prospects you have that are good. They're in a certain band, the revenue, number of staff, stuff like that. So kind of tapped that out and I thought, okay, going to the US And I did that for a year. I didn't get a lot of success. And so I was like, okay, we'll just go back to the Canadian markup and do it for the whole charitable sector, you know, so healthcare, education, social services. So a whole another year of marketing on that.

Yeah.

And not a lot of bites in any other sector, really. So now I'm wondering, okay, do I go back into the American market in healthcare? I have some different products that could be useful. It's Always, like, trying to figure out, because it, like, the healthcare niche is great. Right. You can have a more solid message and you can connect better. And those are clients I keep getting anyway, that clients that come. Right. So. But, you know, I'm, I'm a limited pond up here right at this time, so I'm kind of right in this. Kind of always this thing, like, you know, how wide or how narrow.

Yeah, it's.

I just wonder. I don't know, it's just something I, I struggle with trying to determine, you know, the American market. And because it's very lucrative, you know, the exchange rate, I can make more money. There's 10 times the prospects. I can partner with people now, so I can in the United States, because some of the stuff I can't easily do. And that's why I was talking about the other week of cleverly, you know, you can use that to get a lot more prospects a lot faster. But it's a big investment. Right. So it's just trying to figure out whether to stay in the Canadian market in a broad sense or niche down and go into the two markets.

Right.

So I like, first and foremost, I want to just say, like, marketing always works, right? So marketing either shows you what works to get clients or shows you, wow, that didn't work.

But.

But it's like good intel, right?

Yeah, exactly.

So, I mean, a couple things to look at and of course, like, like, we could spend the next half hour on this. We wouldn't be able to cover everything. Some things to look at are like, where do your Canadian clients come from? Are they coming from your network or are they coming from, like, the promotional stuff you're doing on, say, social media or other marketing venues?

LinkedIn. Cold outreach.

Okay, great.

Funnel.

Okay, awesome.

Oh, I got it.

Okay, great. So. So then we have to look at, like, does the messaging. Are you using the same messaging for your Canadian people as you are for your American people?

So for healthcare, it would be the same.

Okay, so that might be something to look at.

Right.

Because, like, healthcare is very different in the United States than Canada.

The.

Yes and no. The running of the hospital is how they're funded.

Yeah.

The funding and the fundraising is the same. They have to find new prospects.

But.

But yes. And like, yeah, it's like, if it's. If the systems are different, like the. They have different issues, like how they describe the problem could be different, is the point. Like, they may use different sentences, they may, like, call things different things is fundamentally going to be the same problem.

Yeah.

You know like, and I'm not saying that's for sure it, but I'm saying it's one of the areas we want to look at.

So you might have to have separate marketing messages.

Yeah.

For the two markets.

Yeah. And the only way you can really know that is if you do some market research with potential American clients.

Yeah.

You know, where you just reach out to them. And this is one of the things I have everyone do in my byob. Build your own business group program is go through and ask, you know, market research questions on, like, what are your frustrations and this and that. And the other thing, to understand exactly how they phrase all of their issues, all the things that they see as things getting in the way of them reaching their goals and also understanding what the goal is.

Right.

How do you get people to. When you're doing cold outreach, how do you get people to actually be willing to take your call? Because honestly, it's a numbers game.

Yeah.

And you're reaching out. But, like, I find it's like people are either interested or they. Yeah, it's one or the other. You're not getting the gray zone where you can be like, oh, let's chat and let's find out. It's like, the only way I find out generally how the market is is directly from my clients.

Yeah.

Nobody else will waste your time. And all I'm doing is if I wanted to, like, that's the thing. I'll invite people to have a chat, you know, to get to know each other. That's kind of my thing. I don't know if that's too generic and maybe I need to be more specific. Either, like, I'm interested in learning more about the market or I'm wondering if you want to discuss my services could be a mix a match, or my services, if they could be useful to you.

Like, Right.

Am I. Maybe my request is too bland and generic that people don't know what I want when I'm reaching out.

Yeah.

So I'll be totally honest here. I actually don't advise solopreneurs to do cold outreach. I think, like, the return on investment isn't high enough. And I mean, honestly, like, the folks who would be getting that message are bombarded by people who are cold pitching them all the time. So, like, one of the things that, like, the only time I will say do some cold outreach is when I'm having my clients do market research where they're not selling anything. They're looking to get, like, wisdom and feedback from someone about, like, what's going on for them. And I will say, like, how I have that whole process laid out. A lot of my clients will get clients through that process because, like, you're asking people about their problems and you're saying, I'm fine tuning my offer to this market to make sure I'm covering absolutely everything. And at the end, they're like, wait a minute, like, you think you can help me with this? Oh, like, do you think we could set up a time to talk for that? Like, can I learn about working with you? You know, but it's not you pushing that.

Yeah.

That's what I see is working. You know, there's also, you know, like, networking. Networking is really effective, at least in getting in touch with the right people and getting in touch with them in a way that, like, they will take the call. Right. Like, if David introduced someone to me that, like, he was like, this person's really interesting, I think you guys could either collaborate together or, you know, you might be able to use their services at some point. Like, because it's David, I'm willing to take the call.

He.

He has done the vetting for me, and I trust him, you know, and so for you, I think it would be really important to start building those inroads because also, remember, you're in a different country.

Yeah.

And especially for nonprofits, like, they have to be so pristine in, like, making sure they're going with, like, well vetted people. I'll use an example of someone who I know from LinkedIn, who had an adventure company and he pitched himself to a non profit, to many non profits, in fact, and scammed them out of a ton of money and was like, selling hiking trips up Kilimanjaro. Yeah. Jason Rawls for non profits, like, that is not good news because that loses a lot of donor faith.

Yeah.

Right. So, like.

Right.

But like, you know, it's because you're outside the country, you're gonna have to build a few more credit credibility markers than someone who's inside the country.

Yeah, right.

Because, like, if you're inside the country and you us over, then, like, there's recourse we can have. But, like, what are we gonna do? Hire a lawyer in Canada? Like, I don't know. I don't even know how that works.

Yeah, yeah, I know. I. I know there's a bit of the cold feet, because a different country. Right. Even though it's similar enough, it's just people are like, I can get something in my own country.

Right.

And that's always the other Part.

Right, right, right. So, you know, there are also. If there's anyone who's adjacent or could be a good partner for you, for nonprofits, I would. I would perhaps reach out to them as well and say, hey, listen, we do complimentary things. You do this and I do this. I'm really trying to break into the American market right now, and I would love to set up a time to talk because I do, like, this referral fee or whatever, you know, and of course, like, that might change. Like, that might. Might like completely take away, like the bump you'd get from getting American dollars versus Canadian dollars, however, if it gets you in there, and then you can start listing American nonprofits that you have worked with and have those on your website or whatever, and then you can kind of launch off from that. It'll make a difference in the long run.

Yeah, I've had success in Canada doing partnerships. I actually have partners down in the US but they do the same line of work. So to be the fundraisers, which I've done fundraising songs in Canada. So taking that and putting it into the U.S. like you said, to build credibility and bridges.

Right, Right.

That's a good idea.

Yeah.

Yeah.

It's not easy to plan stuff, right? Yeah, yeah.

But I mean, those are the things I would look at right now, you know, and also, like, especially with what's going on in the United States right now, like, context really matters. Right. So it might make sense for you to create some content where you're pointing to the context of like the show Dumpster Fire that is the United States right now.

The funding cutting.

Exactly. And then just pointing to like, hey, it's extra challenging for non profits in this sector right now in the United States.

And.

And this is like kind of what I help my clients with. Right. Just framing it in that. In that manner.

All right, Right.

Because like another. Another, like, objection. Like someone in the United States could have to you is, well, you're not here, so you don't really understand what we're going through right now.

Yeah, I got a front row seat.

Yeah, right. It's like the meth lab downstairs. Yeah.

Pretty much right when it goes boom, it rumbles up here.

Insane. Apologize. We're bad neighbors. But does that help?

It does actually provide. It confirms my thought about credibility, whether somebody wants to work in another country. I definitely wondered that.

So.

Yeah. Thank you.

Yeah.

For sure. What other questions do we have.

Got? What my question was. Sorry, It'll come to me in a second. That's not your fault. I mean, It's a little bit, but not in a bad way.

It would have happened with. No matter who it was.

Yeah, yeah. Well, just. You just, you know.

David, may I introduce you to the power of the post. It.

Yeah. May I introduce you to the side effect of clutter?

Right. Yeah.

I know somebody who can help with that.

Nicely done. Good job. We'll segue there. Practicing. I just have to write a code in Python that will do it automatically.

Right.

I'm actually working on that very thing.

Oh, good. That's awesome. Can you share when it's, you know, when you have. No.

When it's done. Yeah, absolutely.

Nice.

Did I hear you what you're going to ask David?

Yeah. Okay. I am at that point where my. I'm having very strong feelings when I go to post on social media and like I was in a bit of a. I was posting for a little bit and then like my team was doing it and then I kind of took over and then I just kind of got busy and distracted and now it's like that hill that, like, I get ready, get my shoes on, get my backpack on, go up the hill. It's like, holy, that's huge. I'm tomorrow go back and then I'm just, you know, in that place now where it's just like, oh, I just gotta. But I can't just post once. I need to, like, post and then, like, come back tomorrow again. And I don't know if I want to do that. So do it again tomorrow. So. So I'm in that place now. Why. Why am I like. No, that's not really a question. What do I do about it? You can also comment on why I'm like this if you happen to know the answer. But.

Okay, so I want you to open the Google machine right now.

Opening Google machine.

Okay. And I want you to go to Google Images and you're going to type in the word business image.

Okay. No porn here. Business.

Business porn. No, just kidding. Okay, so business and then ferret.

Okay.

And just see what comes up. What business ferrets come up.

Business.

Share screen. If you want to ferret.

That's awesome.

Okay, so share your screen.

This. I want.

I want to see what you're saying.

How cool is that?

Oh, my God, it's so cool. Okay, so. Oh, my God. Okay.

So adorable.

Which one of these do you like the most?

Oh, my God, this one is calling to me because it's like. It could also be right out of Sesame Street.

Yeah.

Kind of thing.

Okay, cool. So you're gonna Download.

That looks pretty badass though.

You're gonna. Yeah. You're gonna download that picture.

Nice.

Yep. Download for free or take a screenshot even. I don't know.

Not that fancy.

Okay. But anyway, let's make up a story for this business ferret and like the lawsuit they're, they're immersed in.

Oh, I love it.

Yeah. And the point is, is that like, we overthink things. Like when we make it silly and fun, it becomes a lot easier.

Yeah.

Right. So like, like, what's the lawsuit this ferret is involved in?

He's suing someone for defamation because they called him a rat.

Oh my God, that's so rude.

Yeah. Oh, fucking ferret.

Yeah.

How dare you call me a rat. And like, don't wear a suit and tie.

Oh my God.

No.

And that probably really hurt him in the ferret community.

Yeah.

Oh my God. And so he lost a lot of business from it.

I heard it got, I heard it got him kicked out of Sesame Street.

Oh my God, that's.

Yeah.

And like, what kinds of evidence are you looking at to prove its defamation? Like there were there like text messages where he proved that he was a ferret and this person called him a rat. Anyway.

That's ridiculous. Rats don't text. They leave little post its on the tracks. The New York subway.

Oh, right. Okay, cool. Make up a ridiculous story here and.

Then, you know, tell me to post it on LinkedIn.

And then you have to post it on LinkedIn. I'm dead serious.

Okay. Challenge accepted.

Yeah.

The Friday ferret.

The Friday ferret, yeah. The defendant Friday ferret. Yeah. Nice.

Yeah.

So I mean, you know this, but anyone who's not aware, sometimes I have my clients do the no Ferret challenge where you make an intention of or a goal of setting of posting every single day for a set amount of days. And if you fail one day you, you get to make up for it by just posting a picture of a ferret. Because here's the point. Like people don't know that you, you're. You exist or they can't hire you if they don't know that you exist. And even if you're posting a picture of like a random business ferret or a wizard ferret or just a regular ferret who's maybe stuck in a, like an empty toilet paper roll, like your name is going to show up in their awareness field. They're going to see your picture. They're going to see the ferret and be like, I wonder why this person David's sharing a picture Of a ferret.

Huh? Right.

But, like, they're going to have that moment that like, reminds them that you exist, even if they don't pause and read whatever you wrote with it. Okay, so, David, do you accept this challenge?

Challenge accept. I mean, I'm going to regret this, but challenge accepted.

Okay, great. Thank you. And if you want to spend the next 1312 minutes writing this post, you can. If you want to try to post it by the end of this call.

That might be too much, but I've accepted your challenge.

Thank you. Yes. I also just want to name like. Like the lift here is low because let's be real, the Internet's blowing up with Charlie Kirk right now, right? What? Like, you can post whatever. You could put a ton of effort into something right now. No one's gonna see it.

Yeah.

Everyone is just scanning, whether they mean to or not, for more information on stuff like that.

Yeah.

Right. I just, I just did some editing for one of my one on one clients for their LinkedIn posts and got a text from them saying like, should I post this today or should I post it next week? And it's like, you know what, Honestly, save it for next week because right now it's just going to get lost in all the noise.

I remember I had a fantastic, fantastic LinkedIn post that was perfect. I'd been working on it like for an hour and a half on January 6, 2021, and I was working, so I wasn't watching the news. And then like half hour after the news went live, I posted. Yeah. And then I was like, yeah, it just dead. Nothing. You can't.

You and I had our onboarding call that day.

We did.

I'm pretty sure we did. We had our onboarding call. I went and had lunch and then I had an onboarding call with another new client.

Oh, my God.

Yeah. You and I had our onboarding call that day.

Wow. We should.

We were in a 90 minute call and then you had. I think you had another thing that you were going to be working on, maybe from our call. I can't remember the details, but I was watching it and then I had to go into my next call knowing that was going on.

Oh, so it happened. It was before. It was after our call.

It was after our call. Yeah.

Wow.

It was. That's insane. Yeah, you should watch. I remember that time you had a call with me before checking another time that also had to ruin your day then.

But yeah, yeah, yeah, yeah. Anyway, yeah, you ruined my day then. But you know, the. The day got ruined yeah, but, yeah, like, okay, and. And just for everyone here, anytime there's something big happening in the zeitgeist, get on social media.

Just. It's bad.

Well, I mean, you can get like, I'm. I'm ambivalent. Whatever you feel like you want to do. If you, if you feel like this drive to know everything, whatever you need to do, but just know, like, the things that you post are not going to get a lot of views. So, like, don't use your best content. Then if you spend a lot of time working on a post or a series of posts that are, like, really good and like, like they're meant to be part of a launch or to get you clients, I would honestly hold them back if, like, post something lighter. If you want to make a comment on what's going on, cool. Like, that's the time to do it. And it could be something serious like this. It could be like back when Will Smith slapped, you know, not. I want to say Kid Rock. No, Chris Rock. No, Chris Rock. Okay, yeah, Chris Rock. Yeah, whatever. You can, you can, like, join the bandwagon or just, you know, continue doing the stuff. You can post pictures of ferrets.

But.

Hold back the stuff that you spent a lot of time on because there's nothing more discouraging. When you, like, poured your heart and soul into something and you post it and then it doesn't get anything because everyone wants to engage on this one topic and you just don't fit into that topic. Topic.

And it looks like you didn't read the room.

Exactly. Yeah, there. There's like a turning point moment, and you can almost sense it, like, you can almost like, feel it physically when you're on social media where you can see people are getting sick of that topic, that's when you want to share the new thing because people will be ready to kind of turn the page on it and get back to business. And that's when you want to post that thing. And you'll get better over time, like, understanding when that moment is. But yeah, you're posting. You're posting your ferret story today.

And.

Then you have tomorrow off, and then you can post something, you know, silly on Sunday, and then you can get to work next week. But you will have. You will have set the groundwork. You could even. You could even have, like, this is an ongoing joke, like, where this, like, this ferret client is involved in all these different lawsuits and make it up into, like, this whole series. And then people will be like, you know, I wonder how what's going on with that ferret case? Who knows?

I'm trying it.

Yeah.

Stay tuned.

Okay, good, good. All right, we have. We have a few more minutes for questions. Who wants to go.

It?

I don't have a question, but I just think you inspired me, both of you, David and Katie. And I'm now, like, my favorite animal is the gorilla. So I've got on my other screen this whole set of images of gorilla, and. And I was like, oh, the faces we're going to use. This is gorilla face when gorilla has adhd or da, da, da. Happens at work or whatever. So. And I'll expand it.

Yep.

So I've got a whole new, like, content line that just blew up in my head.

So.

Thank you, David.

Right. I also want to apologize. Now that I know that you love gorillas, I will not be able to resist sending you Instagrams of gorillas. Any gorilla.

I see.

Like, please do.

I was literally a zoology major on. En route to become, like, the next Diane Fossey.

No kidding.

That's how I started college.

Talk about that.

Well, that's what I was just thinking. Sorry, go ahead.

What?

Talk about that. Share that.

Okay. That I failed. That I didn't want to do organic chemistry, and that's why I'm not in the mountains of Africa right now.

God, Jennifer. Okay, so as small business owners, we don't have a marketing problem. We have a memorability problem. Okay. Anything about you that makes you more memorable is. Is what's going to help people remember that you exist. And then if they remember that you exist and they have the problem that they understand that you solve, you're going to be the first person that they reach out to. Right. How many executive coaches are there out there who you know were going to be guerrilla experts at one point in time? I don't know any. You could have been an executive coach for gorillas.

Yeah.

How rad is that? Like, that is so memorable.

Part of my challenge was I couldn't pick which big primate. I couldn't pick which mammal. I had grizzly and polar bears. I had gorillas, I had tigers and killer whales. Those were my, like, top choices. Which do I specialize in?

Yeah. Okay. But, like, you could say, if you had to choose one of these animals, which would you choose?

You.

You automatically will get a ton of comments of people picking their animal and why, and then you can go into the story of, like, you know, whatever happened around all that and how you made your decision to just opt out of all of it because you couldn't make a decision. Right. I mean, that. Right there. Like, the inability to make a decision. You can keep coming back to this story all. All the time, you know, and you can talk about, like, how for your clients, it costs them a ton of money, a ton of, you know, productivity, all the things that are the connected to the issues that they have. And you can say, I understand because, like, I completely changed the course of my life at one point because I couldn't make a decision.

Done it more than once.

Right, Right. I would want to read that. I would be fascinated to read that. And by the way, I would pick killer whales. I just have to make that noted.

Duly noted.

You know that they have fashion. Like, they have fashion trends. Like, there are killer whales off the coast of Washington right now, and, like, years ago, they would wear dead salmons on their head, and now they're back wearing dead salmon on their head. It's amazing. I love it. I just. I'm obsessed anyway. Not as obsessed. Not obsessed enough to, like, study them and, like, research them, but anyway. But, like, see, like, I can't help but want to say that, like, you're gonna have so many people wanting to share things in the comments.

Okay.

Right. You know, I love. I. Can I finish on this one thing? Like, sorry. I want you all, if you have some time this weekend, to make a list, just to make a list of every single thing you have done, every job, every major you had in college, what clubs you've belonged to, you know, different friends you've had throughout your life, different trips you've been on. And I guarantee you, you will think of a minimum of three little substories for each one. Right? And all of them can be brought back to, like, who you are today and what the work you do and your ideal clients. There's a way to connect everything, but there are parts of your story that you don't think are interesting because it was your life and you've been there and you've done that, and, like, there's a reason you've moved on. Right. But other people will find it fascinating. Like, one of the. One of the top DMS I get from people is, like, you're a knitting teacher. That's so random. I have it on my LinkedIn. Like, but I have it on my LinkedIn because it's so random. It sticks out. Deal. Okay. All right, final takeaways. Let's do that. We're at time. So who would like to start us off? Your main takeaway from today. And then we'll popcorn it. So whoever goes first will volunteer the next person. I had to miss a big chunk.

Of the meeting because I was out. So can I. Can I skip out the takeaway part? Because I don't have anything.

That's totally fine.

So, Carrie, why don't you just pick who goes next?

Okay, I'll pick. I'll pick Jason.

So for me, the biggest takeaway is market intelligence. So knowing before I get excited, because ADH people always get excited. You know, the big plans and ideas and. Right, yeah. And sorry I got interrupted. So we get all excited, but I need to remember that I need to figure out what people want first before I try to sell them something, whether it's in my market or the US Market. Yeah, that's my big takeaway.

Thank you. And who are you picking next?

Let's pick David.

My takeaway is trim is a reminder that if you take some Google images and upload them in the chat GBT and give it some really specific prompts, you can have a lot of fun with ferrets. And I'm gonna have a fun afternoon. This is, like, really fun. I. I just created a little army ferret jury here, and it's gonna be. This is gonna be. This is gonna be a whole series. Now. There's going to be. I've heard a rumor that, like, next week, a group of fellow lawyers are launching a new subscription program.

Oh, my God, that's such a great idea.

Yeah. Yeah. But they're not rats. They're definitely not rats.

Nope.

All right.

Awesome. Can't wait to read it.

Jennifer, take it away.

I just have to say fun with Ferrets Friday.

Fun with ferrets. Yep.

So, yeah, I have renewed, renewed faith and excitement on some things that are sparking some creativity. So I have all kinds of ideas with my. My animal, my zoology line, and all kinds of things to do. So thank you.

Awesome. Cool. Great. Everyone, have an amazing weekend. For those of you in my programs, you know where to find me and just a little designing. I am going to be kind of offline for the next, like, 24 hours, but I will be checking Heartbeat and my text. So, like, if there's an emergency, like, just make sure you're tagging me. But otherwise, I will see you next week and have a great weekend.

Stay trouble.

Thank you.

Bye.