BYOB Beginner Group Session 2024 04 17

Summarize that.

Sorry, remind me, remind me, what is it that your, that your service is and for whom?

So now I'm so in my head with answering that question because. Yeah, Well, I help CEOs to make. Well, as, I don't know, I'm going to give you the old version of mine. So I help CEOs and boards to make effective strategic decision in order to expand the bottom line. But so, and I come from investor relations expertise I spent on the bench with the investors for over 14 years. So I act as an investor, but I will give you more than 30 seconds and I will actually tell you what, what the investor really thinks and in the lines and I will help you to do, to do the, you know, the capital raising and what's in between. And also. Yeah, also.

Yeah,

yeah, okay, got it. So it's actually, so it's actually kind of like a liaison between, you know, between the CEO and the investor community. Like really help them understand better.

Yes, that was the investor relations bit. And now, I mean, thanks to my clients and, and the companies that I've worked with and on the intuitive basis I come and they all told me, you have to do strategy because I reversed this process. And I said, okay, no, no, no, no, no, you're not going to tell me your story because you're going to bullshit me. So then let me ask you questions. When I start asking them questions, this is like magic because nobody normally, no, nobody asks the CEO's questions. Nobody comes say, today I want to sit an hour with you and I want to, to ask you a bunch of questions and I want you to answer. Nobody does that.

Yeah.

So that, and this is a magical part because then they change the way they look on their own company and then we add new revenue stream. We change, we do a lot of changing and bringing it to the way they see it. And I don't know. Yeah, so by the way, with that paragraph that I'm saying that my, Can I go back to that? Because I, I feel really uncomfortable with that. Okay, one second, one second. Okay, one second.

Well, while you're pulling it up, you know, there's absolutely need here for people who are starting businesses who need to raise capital to have someone help, like, help them create their investor deck,

like

the deck that they're using to, to ask for funding again.

Again, Sorry, can you say it again?

So, so with a lot of founders who are starting a company.

Yes.

You know, like they have an idea, they've done some groundwork and then they need to go and ask for capital, they need to go and ask for investment. And they have no idea like how to formulate that deck.

Yes.

Presentation. Right. To inspire the investors to choose to invest in them.

Yes. And normally they do it for free because there is a standard list and it's. They still get it wrong.

Right? Yeah. So that could absolutely be like an intro offer that you do that helps them do, like create that. And then as you're helping them create it, you're kind of pointing to, here's something that you're gonna need to figure out. And here's another thing you're gonna need to figure out. And here's another thing. And by the way, if you want ongoing strategy, that's one of the things that I do.

Okay, so this is brilliant. Listen, again, from my experience, because I, I did try to work with startups in the past, they would never have money to pay. They would always offer me equity and bunch of other options, whatever, packages, but never cash.

Roberto. Yeah.

What do you have?

I thought that came to mind because it sounds like you want to work with companies already more established. Right. And they have budgets and so forth. What about those companies that say like are family owned, etc, Right. They're about to be bought or sold to private equity. Right. And now the, the executive team has never dealt with these types of people and now they're just kind of claiming in a different league. And one of the things that always happens as soon as private equity comes in, everything gets screwed up. Right. It's like now suddenly the culture changes, everything changes. Right.

And.

And the leadership team doesn't know how to hand and they get.

Yeah.

So I, Yeah.

And I worked with family office. I want. Worked with $1 billion company. I worked with startups, I worked with NGOs, so I worked with different types and I can definitely do that.

Yeah. So yeah, but also, Dina, remember, you know, you can do a combo. You absolutely can. If you were to help someone for like a half day, four hours, where you go through, here are the questions you need to answer and here's kind of the format you want to lay out your deck in. You know, charge $3,000 for that and then also take a chunk of equity. Right. Because here's the thing. Because here's the thing. And also the whole time you're in that call, you're pointing to, I have an ongoing strategy structure. You know that if like the first time and you're kind of painting like the first investor, you get a yes from like, that's going to be the thing that you're going to want to invest in first because then we can create, create a whole strategy for who else you're going to get investment from. But then you're getting a combo of like some, a small payment but also some equity. So if it takes off, that's a big payday down the road.

Okay, but 3,000 is big for them. They would want to.

Well, you know what. But there are some people who have the money. Yeah, there are absolutely some people. And also like if it's, if it's 3,000, but they get to $200,000 investment in their idea and then, and then they're able to get more and more investors because they ha. They're answering the right questions in their deck. That's going to be valuable. And, and trust me, I, I charge like, I charge a lot of money and people who don't have any income coming in find the money and they invest.

I see that with me. Yes.

Yeah, no, totally. But you know, you have to stop making excuses for why your ideal clients aren't going to spend the money with you.

Okay.

What you're doing is you're colluding with them that oh yeah, you're poor. Oh no, you can't afford this.

Like. Yes, I remember the Nigerian call that I had. Yeah, you wouldn't believe. I mean, I mean he, for nine years he works for Bono and he was expecting me to work for Bono. And I mean I don't want, I'm not in a position to judge, but I was like, this is God sending me him, because this is me talking. Oh my God. I cannot charge money. So this is what you get. And how does it that look from the side?

Yeah, I mean, you know, Silicon Valley minimum rent for a one bedroom apartment is 30 $500. If they can find 30 $500 a month to pay for rent, they can find 3K to pay for you for, to be able to find investors.

So this and also the ROI, the arrow for them for those $3,000. Humongous. It's like if they can secure a hundred thousand dollars in investment out of that.

Yeah.

They can borrow it from their parents, they can borrow it from a rich aunt, they can borrow it from a bank. Like they. And also.

But I'm not a finder. That's the thing. Because there is a term like a, a profession that is called the finder. I, I'm, I don't call myself a finder.

You're not selling that.

No. Yeah. But many confused. They think that investor relations is a Finder.

So we have to come up with a better name. We have to come up with a better name for what you do. We have to come up with a name for this program that's not investor relations, because that's a confus.

If you.

If you're confusing people with that, then it's not the right name to call it.

Right. Okay. Okay. So if I found the paragraph that I'm doing. If that's okay. So the ideal interviews describe themselves as leaders, and I love the first part. And struggle with rapidly shifting markets, stagnant company growth rates, lack of innovation, unmotivated employees, or disappointing product launches. Then the second part, they ultimately want to raise more capital so they can grow more aggressively and make more money. They want to attract and keep top talents so they have more competent people who can handle the expansion of their business. And they want to be the kind of leader that people look up to and have the entire team fully engaged. I altered the really last bit that they will do a case study because, I mean, they wanted deep down, but they will never admit the leaders that they want to be, like, a case study for someone. And so I feel uncomfortable because of them. But again, probably it's me, but I don't know, like, to. To make.

Okay, I'm gonna pause you. I'm gonna pause you. So the people that have signed up to do a market research interview, are they your ideal clients?

Only maybe one.

Okay, so then we do need to change this.

Yeah. Okay. Okay.

So, like, go off of that one. What are the things that they say that they want?

Okay, so I will think again and come back to you based on what he told me today. Okay.

Yeah, yeah. Because we're. It's an iterative process. Absolutely. But it has to be iterated on data. So if most. If 11 of the 12 people you've interviewed aren't your ideal clients, that doesn't help you.

No. Okay. Okay.

Yeah.

Okay. I love you.

Of course. I love you too. All right, what are the questions do we have today?

Just a thought that came to me is, like, I'm thinking about, like, Carrie, how her whole thing is, like, to get, like, executives, like CEOs and so forth, and attorneys, like, camera ready. Right.

And.

And what I'm hearing from you, Dina, is like, something similar. It's almost like, you know, how do you get CEOs of a certain type or certain situation? Investor ready?

Yeah. Yep.

So it feels like it's like a bit of like a.

If I. If.

As I'm understanding it, it's It's a little bit more of how to. It's a communication skill type of service rather than a, you know, how to, how to find investors or. Or so forth. It's more like, how do you position yourself to, to attract. So forth. That's, that's, that's what I'm gathering. From what I hear. I don't know if I'm.

Yes. And you just reminded me, Roberto, that like, what kind of thought leader am I? Because I am. I mean, I think I behave like an expert.

Okay, so I want you to pause on the thought leadership stuff.

Okay.

Because it's coming. The update is coming. We're not, we're not worrying about what kind of thought leader you are. It doesn't matter at this point.

Okay.

Okay.

It's.

It's kind of filler content for when you understand your ideal client.

Okay.

Okay. Right now we're focusing on your ideal client.

Okay. Okay. So. And the word communication came up in many of the calls.

So they're struggling with communication.

They say, they mentioned that customers, sorry, employees, they're frustrated with employees that are not fully engaged or, or I heard as well that, like, if I'm not communicating well with my employees, so they don't know what we're. What, what is the goal? And then they will not deliver. Right? Yeah. Yeah. But it go all goes back to the fact that are they willing to learn and be open? So, so, but, but it's too soon to ask that question. I need to be able to meet them at the level. And I, I don't think that I've ever done it. Or maybe I did. Yeah. I don't know.

Okay, I want you to stop. Okay, here's your new rule. Stop making up things that it's like, it's too early.

Okay.

It, like, no, like in, in some of my sales calls, I ask people, how much money are you making right now? That's a very personal question, especially in the United States.

Yes.

Right. But I go there because it's necessary for me to know.

Right.

You put like, footing around, like, all these questions that you're like, oh, no, like, I don't want to ask that because it's getting too intimate. It's getting too close to, like, what's personal to them.

That's.

That's doing both of you a disservice. Right. If they're not willing to answer the question, that's one, that's one thing. They're not open. They're not your ideal client. They're absolutely. Like, that is such A great litmus test for. Is this person actually my ideal client? Are they open to answering these questions? Right. But you making that decision for them doesn't help you.

Oh, my God. Okay.

Yeah. I mean, if you're an intimacy coach, you're going to ask people, how often are you having sex with your spouse? Right. Like, how. How often are you getting a blow job? Are you giving a blow job? You know, like. But seriously. And I mean, obviously, like, in the setting, you're not going to be asking your people that. But for the intimacy coach, it's really important for them to know, you know, how often are you watching porn? How often are you doing this, like, really personal stuff? But it's necessary for the relationship that you have with that client to understand it on that level.

Okay. So I think I get it. So. Because I was thinking how their life goals is related to my strategy.

Yeah, it's. It's your strategy. Whatever their life goals are, your strategy is going to help them get them right. Because money, like money and success gives you freedom and choice. Right? So that the. How they're describing their life goals is what you're going to use in your marketing as what they want. And you're going to say, by the way, you can't get there. If you're struggling to keep this business afloat, if you're trying, if you're just constantly worrying about making payroll, if you're constantly worried that, like, orders are going to dip and you're not going to have enough cash flow and you're going to have to lay people off, and

they also have a case where they need to scale and the money.

Exactly.

Shift. This is so tricky. And I don't know what it is that they're afraid of. They're not willing to admit, otherwise they would have moved on and solved it.

Yeah.

And I tried today on one call with actually another potential client. I mean, she's a good friend. This is why she agreed to talk to me. But she's like a super woman. And, yeah, I don't know what is it that stops them from making a decision or to jump and scare. Here's the thing. If.

If they don't know what it is, you're like, you knowing isn't actually going to help your marketing.

Okay.

If they don't know what it is, you naming it, they're not going to connect with it.

So I don't even need to talk about it.

You need to talk about it. But you have to say for some reason you're stopping yourself and you don't know why. You have no idea why. You're getting in your own way here. You have no idea why. You stall out and you avoid making the phone call.

Wow.

You name the symptom. You don't name that. You don't name the disease, you name the symptom. You know, I want you to watch. I don't know. I don't know what they are in Israel, but like in the United States, drug commercials, like medicine commercials. You know, if you have a cold, they're not focusing on, oh, you have the virus that is a cold. And here's how it affects your cells. It talks about you have a stuffy nose and you can't breathe and you're not sleeping because every time you lay down, everything clogs up and you're like. And you got that weird dry mouth and then you're miserable. They talk about the symptom, not the cause. You need to talk about the symptom.

Symptom and not the cause.

Yeah, Luna, you're evicted.

So, okay, so in the meantime, while I'm doing the market research, because I'm my ass off in terms of creating content and I'm enjoying it because now I stepped up and thanks to Leah's advice, she said that I should start doing videos. It took me one year and finally I stopped being a weenie and I started, thanks to you. So now I also want to continue level up. So I'm already thinking how I can alter my content. Ready now?

So I want you to pause on that. I want, like, I want you to pause on figuring out how to alter your content. Because what I don't want to have happen is you get into content creation mode and you, like, mess up, like, what you're doing with your market research.

Okay?

So, like, so with your content, I want you to start sharing personally. I want you to start talking about you and, like, you know what your hobbies are and letting people get to know you.

Okay, okay. Not about strategy yet.

Not yet. Like, I want you to kind of back off of it. Because what we want is to people for people to give a fuck when you do come out and start talking about the issues they're having.

Okay. Wow, that's a good.

Because if you're trying, if you're going with your old model of creating content that's using expert speak and you're not, you're not using because you don't have the language yet.

Right?

Because you're still doing the market research. Like, if you don't have the language yet it's just going to continue to talk over people and that's not going to land with them versus if you're like, oh, my gosh, on Fridays I make my treat for myself is I make my favorite cocktail and it's this. And here's my favorite brand of gin that I use for. And here's the other thing. And here's my favorite cup that I drink it out of. And I sit here with my son and he has like a chocolate milk and I have my cocktail and we watch the sunset and blah, blah, blah. And what is your Friday routine? That is something that people can connect to.

This is. I don't know why I'm so in person. I'm very like that. But on LinkedIn. I'm sorry. With my.

Don't worry about writing it on LinkedIn. Write an email as if you're sharing with a friend

and it's okay. And then.

And then copy and paste it into a LinkedIn post.

So very personal. Yeah. And they will give a. About person.

Yeah. I mean, people aren't on the interwebs trying to scan the world for the most bland person who might be able to solve their problems. They're looking for people who they actually want like. Like and. And think are funny. And they connect to. Want to do business with those people. Why did you choose to work with me?

Because I like. I mean. Yes, you're absolutely right. I mean, I wanted to become your friend. Like, just like you say that.

Yes. So let people become your friend too.

Yeah, but how. I mean, even CEOs to become my friends.

And CEOs are just people. And you know what? Like CEOs, they. Their whole life is people trying to impress them.

Yes.

Their whole life is people trying to like and getting weirder and the. Oh, my God, like movie stars. Their whole life is people being like, I know.

Yeah.

Like, I know you. I saw you in the thing. And they get really weird and uncomfortable.

Yes, yes.

And lots of thought leaders trying to impress them.

Yeah, exactly. If you, if you're. If you're just on there sharing about, you know, the one time you peed your pants in second grade and how, like, that memory haunts you, like, that's a funny story. That's something that people can connect to

and it's not too. Okay. Not too personal. Okay. So I don't know why I choose.

You get to choose how personal is personal. You're not. You don't necessarily have to share about the first time you lost your virginity. That could be too Personal. You don't have to talk about it, but you can absolutely talk about, here's my favorite place to go to vacation. Have you ever been? Where's your favorite place to go to vacation?

And, well, and Roberto, I'm curious, do you post personal stuff or. Or.

Because you said that I started to. Actually, yesterday I got a reprimand for my wife because I posted. I posted about, you know, about the mess that my kids make in the house, you know, after I spend $160, you know, getting the house cleaned in about 48 hours, it looks like again. Right. And I took a photo of my girl bedroom and my wife got very pissed about it. She was saying, he's like, you know, you know, people that work with me in my company also follow you, and I don't want them to see any of this. I'm like, well, they suffer from the same thing, don't they?

Yeah, but also, Roberto, you stepped on a women thing is that women get judged for their worth about how clean.

Yes, yes, I learned a lesson. Right. But. But there is a bit of a pitfall. But it's, it's also, you know, at the same time, I learned that, you know, it feels very threatening to put something about yourself, but you find that a lot of people are gonna love it. Those who don't love it and will judge you for it. Them, because that's, you know, you don't want them anyways. But the truth is that the majority of people will see it, laugh, and then they'll forget about it. Five minutes later, they won't even remember you.

Yeah. And everyone can relate to that post. I don't have children. I have a dog. And every time I put her toys away, five minutes later, she's put them all back on the floor. You know, it's like, no, you move them. They're supposed. They have their spots. Like, she has an opinion about where all her chew toys have to be, and they all have to be where I'm gonna accidentally step on them in the middle of the night.

You know, I should talk about my son, my hobbies.

Yeah. And figure out what feels too personal for you and you don't have to get super vulnerable with it. But, you know, like, funny enough, tomorrow

I'm going to publish a post about limiting beliefs that I have from my childhood. I have a big sister and she would hold my fingers to play the piano until one day she got annoyed and she said, that's it. I'm not going to teach you. And I said, well, you Know what? I'm going to play the piano myself. And then she said, well, you don't know the notes. And I said, watch me. So then I failed miserably. I couldn't play. But then I got so bored one day I started composing music, so. And I play, but without knowing notes. And now I realized, oh, my God, this is my limiting belief. And now I want to get rid of that bullshit limiting belief. And I'm, and I'm asking in that post, what is your. So that is type of the content that I should be talking about.

Yeah. The key here is you want it to be so obvious, like when you're telling the story.

Yeah.

You want it to be so obvious what, like people are thinking about telling the story in the comments. Okay, so, okay, so for instance, and we're. Can we go a couple minutes over. You guys good?

Yeah, of course. Oh, yes.

So for instance, like, sorry, I'm doing. I'm just, my brain is going a few different directions. Okay, so I mean, the story about your sister, you know, trying to teach you how to play the piano and then making it so wrong that you weren't doing it the quote unquote, right way.

Okay, okay, right.

Because limiting beliefs is a big thing. You know, like it's. Anything that takes a person more than a couple of seconds to think I have a story is going to be too complicated for them to comment on.

Okay, all right.

Okay.

Make it really simple. Yeah. So like, yes.

In your childhood that stuck with you until today or something like that.

Yeah. Something in childhood that, like, what's the childhood memory that lives rent free in your head?

Okay, so what is your limiting belief? Okay.

Yeah.

Like anything that would be like a coaching question is too big for LinkedIn.

Oh, my God. Yeah.

Yeah, yeah. And a lot of coaches struggle with this because you spend so much time trying to learn all these powerful questions that you can really get your clients thinking. Right?

Yes.

It doesn't work for marketing if, if I have to pause and think about, like, I, I don't know, like, let me think about this. I'm going to continue scrolling because I'm not here to be coached. I'm not here to think. I'm here to be entertained.

Oh, my God. So that was a big too. Big too thought provoking, too. Wow.

Yeah. Because I would, as your coach who, like, knows what you're doing, I'd have a hard time answering that question. Yeah, right.

Yeah. Okay, I got it. So be more simple. Simple. Like I'm asking my son a question. So what he would, like, yeah, okay.

Yeah. Like, what is a ridiculous belief you have? Like, what's a random, random, like, superstition you have?

Okay, okay. You know?

Or like, what is a lucky item that you always make sure that you have on you or that you're wearing when you're doing something that's scary? And then you can relate it back to a lot of my clients when they're going to pitch for investment, you know, I always tell them, do you have a lucky pair of earrings? Do you have lucky underwear? Do you have this? Do you have that? Because just having that on you, like, whether it's true or not, is going to give you that energetic boost to be more confident. And then you share about. Here's what my lucky thing is. It's this lucky, lucky bra I bought in Spain or whatever. I don't know. You know, it's like a lucky sock. And it's just like one sock. And you have to, like, pair it with this very specific other sock.

I don't know.

And, you know, I always make sure when I'm doing something that's outside my comfort zone that I'm wearing it. Or, like, I have a lucky rock that I discovered one day and I keep it in my purse.

Wow. Okay.

You know what I mean?

Yeah. Okay, so I'm shifting my mouth. Continue the content. Just more personal.

Exactly. More personal and really, really easy to have a conversation on. Like, I want you to imagine people are sitting around a fire having some drinks, and you're asking a question. People are like, oh, for me, it's this. And over me it's this. And it's like that moment of, like, people are just waiting for there to be, like, a little bit of silence so they can jump in because they have a story that they want to tell.

Wow.

Not everyone's in silence trying to think, oh, my God, that's a deep question. I'm not sure. Like, let me think about it. Right?

Oh, God. Yeah.

Okay.

Yeah.

All right. So good enough.

Yeah, yeah, yeah.

Okay, let's do main takeaways and what you're committing for the next couple weeks. Committing to. I can finish sentences.

One of my big takeaways. Never publish a photo of house in disarray. No, but seriously, I think for me it's more, you know, this has given me a little bit more fodder about some things to, like, post. Still gotta get out of my head with some of the house. But I will contact you separately to ask you of questions.

And.

And for the next two weeks. Well, I Still have a couple of assignments I am preparing actually for next week. I have a webinar that I'm going to deliver for MRE's Alumni association and so I gotta prepare for that.

Okay, cool. And we can connect offline about that too.

Awesome, Cool.

Thank you, Roberto.

Well, a lot of takeaways as usual. So. Okay. With my market research to. To really take a few steps back and ask them like about them about their life and personal questions and then, and then not to judge with my bullshit. Not bullshit, radar, but rather than ask them what does it mean for them or how does it look like and really get to their level. Yeah. And learn that language at their level. And also with my content, get personal and. Yeah. Dinner light conversation around the fire and. Yeah. What else?

It's all good. And what are you committing to?

And I am committing to getting more interviews with. Yes. And I need to deliver an alterated version of the paragraph.

Yeah,

yeah. And I think I'm scared to bother you with questions now.

Don't be, don't be. No, no.

Yeah. I should pay for it, right. More on hard. Yeah, yeah.

Any question you have it go. It goes in a heartbeat. I might. Sometimes I can answer immediately, sometimes I can't. But it'll never. Yeah, yeah, yeah.

Okay.

All right. Have a great rest of the week. I'll see you on Friday and you know where to find me. Okay.

All right. Right, sorry. Two sessions on Friday.

This Friday. Do we have. Yeah, we have our co working session this week, so. Co working really like I'm not on it much. Like we start, we say what we're working on, we go off camera and off. Off audio and we come back for the last 10 minutes and we say what we've accomplished.

Because it's 8 to 11pm My time.

Yeah.

So. Okay. Okay, let's see. Okay.

Yeah, yeah. But you don't necessarily have to come if you don't want.

I think it's 11. I will be ready. Yeah.

If you want to sign off early, you just put it in the chat, what you finished.

Okay. Okay. Thank you so much.

Of course.

I'm Katie. Thank you so much. Bye.

Bye.

Bye. Bye.