Faith and Stacy of Pinpoint Collective: Navigating the Intricacies of Consumer Behavior and Design

I do really believe 100% from every part of me that everyone has the capacity to be able to do the things that they want and not to be held back by the mental baggage that's in our head that we want to push through.

Welcome to the do the Thing podcast. In each episode, we get down and personal with people who go after the things they want to make all their wildest dreams come true. Join us as we unveil and dissect a formula for what it takes to do the thing. Here is your host, Stacy Lauren.

Hey, everyone. Welcome to the do the Thing podcast. This is your host, Stacy Lauren. Well, you guys, this is another really cool do the Thing moment because I found our next guest just randomly on LinkedIn and got to see all the amazing work they were doing. And I just was so inspired by the mission that they have with their company and how they're helping people do the things that they want to do. And I really just couldn't wait to dive in to talk to them about how they even got this started and what they're doing and to be able to even maybe ask some tips for people on doing what they're doing as well. And so I'm so excited to welcome Faith and Stacy to the show.

Hi, guys. Oh, hello. Thank you so much for having us.

Thanks for being here. I just love this synergy of this moment of you being here and how by you building this amazing company and doing what you're doing, we're able to have this conversation now and be able to share it and inspire other people.

I feel really grateful to be talking to you today. And if there's even just a tiny tidbit that somebody can take and use and be an inspiration moving forward. We are all about the power of Mindshare within ourselves, within Pinpoint, within our community. So we're grateful to have this moment.

Mind share. I don't know if I've heard those two words together. I like that. Already starting. Perfect.

Perfect.

I love it.

Yeah.

So Pinpoint Collective. I'd love to start with that. So how did you guys come to be and what inspired you to do what you're doing?

So Stacey and I come from wildly different backgrounds, which is one of our superhero powers, I think, in today, present day, but back in the day, in my former life, I was actually an actor for most of my childhood into adult life. And then Stacy, she is a self proclaimed recovering architect. So again, both from creative spaces, but very different individual crafts. And in our own separate journeys, we found our way to human Centered design or design thinking, which is at the root of it. Making sure that you're putting the human who you're designing, whatever product, messaging service or offering to at the core of the designing process. So rather than all of us sitting around making assumptions of what people want said thing to do, crazy novel idea, you can just sit with them, observe them, talk with them, and guess what? You'll learn a ton of what they actually want that product or messaging to do. Right. So I came from it again from an acting background, was introduced to this much later in my career, this process of thinking. And it was just one of those profound life shift moments where I knew I was supposed to be doing that I was supposed to be leveraging my observation skills, my storytelling skills skills, my empathy for humans, and really wanting to understand the why behind what we do versus what we say we do sometimes that are at conflict or tension and the behavior that drives that could be bigger than just a performance on stage. And don't get me wrong, I'm like the biggest supporter of arts and culture and all of that, but if you could impact a whole community's life for a lifetime by designing something that changes their life for the better. Signed me up. I wanted to be a part of it. And I'll let Stacy kind of talk about how she was introduced to this logic and way of thinking.

Again, very, very different backgrounds, but it is what makes us, I think, who we are today. So I was practicing very traditional architecture for years, and I finally got to a point when I was so lucky enough to be alongside some of the biggest names and starchitects in the country, in the world, and realized that most of them, if not all of them at the time, cared so much more about putting their signature on the facade of a building than they actually cared about the humans that they were designing for. And I truly could not get past that. And I couldn't put my pen to paper every day knowing that I was doing it for somebody's ego versus for a large community's need and what they needed out of the space and the interactions that that space was going to bring. And so that is kind of the moment where I started looking left and looking right. And I found this whole area of human centered design. And at the time I was fascinated that there was a process where you could go out into the world to all base points. You could observe humans, you could ask questions, you could see how they were physically using spaces and what their just inherent workarounds were, and you could design based on those so that it wasn't a workaround, but it was actually designed intentionally for those needs. And so I, in that moment, decided to make a little bit of a career shift and found my way back here in Chicago, which is where we are now, and found my way to a. An innovation consultancy called IA Collaborative here in Chicago. And at the time, they had nobody on their team who came from a spatial background, but they used this way of thinking in this process for everything from digital design to product design to branding and everything in between, but not that spatial component. So I kind of went there and pitched, let's use this process, but let's maybe apply it in a very spatial, environmental way. They took a very big chance, and I think on day one, probably they paired Faith and I up. So Faith had already been there. She was working as a researcher and strategist. I came in as a designer, and because I needed to learn so much about the skills that Faith had, we could work together to go out into the world, uncover those needs, and be able to design solutions alongside one another. So ever since then, it's probably been like 15 or so years since we first met each other. We have been totally attached to the hip. We obviously moved on from that first consultancy. We ended up getting recruited in house together to work within sports entertainment for several years. And then there was a big moment where I think we just did each other. We said, hey, we've learned so much and grown so much as people and as a partnership that there was so much opportunity that we could do if we went off on our own and maybe even bigger impacts that we could make by starting up Pinpoint. So here we are, five years later, in full force.

Yeah.

It's incredible because you both come from such different backgrounds and you bring such different skill sets, and then when you can combine that together, then the synergy of that is what's making you so successful right now.

Absolutely. And we look for talent that same way. Right. How can we find people that have completely different backgrounds, completely different perspectives than us? Because that added value and lens and perspective that they look through only makes the work more fruitful, only makes it more holistic and robust. So we're always kind of seeking out the people that maybe in corporate America, I'm using air quotes because I don't want to be a bit of a generalist, but that look like misfits on resumes because they bopped around and followed their passions or dreams. Those are people that, to us, look like gold, because it means you have different skill sets that will complement and validate and elevate ours.

Yeah, I'd love to hear about what Pinpoint Collective looks like now. So who are you helping? What are you guys doing?

So as a mission of our company, again, we think it's no longer fair or acceptable for executives to sit around tables making decisions based on what they think the audience that they serve needs. But rather develop more inclusive communities with design solutions that actually uplift and amplify the voices of the communities that you serve by inviting them to the table, having them be a part of that process from day one. So I have no illusions that that might come from that. We are a female owned company, a female operated company and we may have sat in some rooms before where when we opened up the conference room and it was companies that were designing solutions for women and there wasn't one woman to be seen that that started to spur a lot of that desire and passion to make that not only with female leaders, female audiences that are served, but beyond that, who else is not feeling that they're a part of designing the future that they want to be a part of. And so that's really our mission. And that changes from industry to industry and audience and consumers. But were evangelists for the process because the process leads to those results that help be the impact that those communities are seeking.

Yeah, I mean, I think that there has also been a quite a big shift from our previous work together. When we were in house, when we were working for that consultancy, we were primarily working for the Fortune 500s of the world. And that doesn't say that there are moments where we might still do that with pinpoint, but we really found that it was really important to bring this way of thinking and to support so many other types of business owners, especially those who have that incredible passion, who are starting out, who have an idea that might be spending a lot of money and hard earned dollars that they've been saving for years towards their company. And we really, with that mission that Faith just shared, we really knew that there was an opportunity to ensure that they were making the right decisions with those hard earned dollars, those saved dollars, so that they were confident that their passion would come to life and that that passion would have longevity far beyond just that initial startup mode. And so I feel very lucky that we get to work with quite a range of business types and individuals today. Everyone from that solopreneur who has an idea, who is just starting off and we get to go out into the world and make sure that that idea, the way that they bring it to life is truly resonating with their audience. And then other times it's with really much larger organizations that are taking the time to ensure that their internal team's passion is aligned with the passion of their end audience. And we're creating opportunities right at the center of those intersections.

You guys are so aligned with the stuff that I'm doing right now. I mentioned I'm doing an audience accelerator. And one of the things I'm talking about is stop taking a year to plan the program that you're wanting to create. Just do a beta list or a waiting list, a simple thing so people can sign up and then you're basically then able to create it together. Right? Because when you're able to talk to people and find out what they're needing, it's not that you're just creating it based on what they're needing, but you're seeing where you come alive. And that's when this feedback loop happens. And it feels like you're speaking the same language of stop overthinking and making assumptions on what people want or need and actually talk to the people directly.

Yes, I couldn't agree more. In our world, the jargon term for that is co creation, right? This idea of really having a dialogue and a conversation around it so that it just, it will save you so much time, energy and money on the back end of when you design. Because you're like, oh, this is exactly how it should come to life. And. And then you put it out there and it doesn't quite land or resonate in the way or the functionality or the flow that they expected it to be. And if you can start taking those learnings and implement it far earlier in your process and be a bit iterative than that, you will be more confident in the decisions you're going forward. Because it's not assumption based, because there's some sort of beta test, there's some sort of poking of the holes moment that allow you to pivot or tweak as you go along. One of our clients said it best and I felt like I was throwing spaghetti at the wall. And the energy that that took and the scariness and the risk. He said. And then I looked around and I realized, and there's four walls. So then it just became even more daunting, right? So this idea of how can you be more informed on the front end to help guide the decision making, that as solopreneurs, as large organizations we face every day, how can you have more tools in your toolkit to help Guide those decisions.

Yeah. I think it's so powerful when you're able to just not have to take all of this time and getting almost burnt out on what you're creating before you even get it out there. When you can kind of do it quickly, then you're able to see the process and like you said, co create.

It together, which, you know, can sometimes hard because as somebody who is taking an idea that has been lingering inside of you for a long time and starting to put that out in front of people, I think that we also have seen so much that that very first moment is maybe the hardest moment, because it feels like the feedback that you're getting from that audience is like a judgment on themselves versus the judgment on this idea concept that is being built. But it is interesting to see once we get through that first time, that first hurdle, it becomes so much easier. And it just becomes that iterative process that Faith was talking about versus it feeling like a singular moment of like, I hope that they're going to like it. Yeah.

How do you help the perfectionists that are so stuck on everything being perfect before they put something out?

Honestly, it's allowing the research to speak for itself. So again, if we were all sitting around here and we were poking holes at your baby and your idea and your concept and it's so vulnerable to already do that. We're again, just two people's opinions. Right. But if we start to do the research in the right way, it speaks for itself and it allows for us to see things that we wouldn't have necessarily seen. And it doesn't mean success or failure. It typically means just an opportunity for a shift. And again, that's that freedom of idea, of recognizing. It's not you get four stars or you get nothing. It's, hey, I love that it does this. I wish it just did this a little bit differently. Right. And so that idea of it being really creative and a safe space and that all we're doing is making said output better by this, but also removing all of the subjectivity of it and allowing the research to either validate the decisions you've made on your concept or help allow some room for you to decide if you want to pivot slightly or make some adjustments to it based on not again just what you think, not just what Faith thinks, but what the patterns that we're seeing in the research is alluding to. So that really does kind of help allow the people that we're working with to see it from a new lens and to not be as perfectionist about it because it's now a different voice at the table. And it's again, it's not a all yes or all no, it's a maybe if it did this. And some of us perfectionists end up thriving on that because it's just another way to think of solving it. But yes, it's definitely a challenge on the upfront until, as Stacy said, they start to kind of get into the process of it.

Yeah, and I'll build on that a little bit too. As an extreme perfectionist myself, I expect.

I can validate that to the end degree.

I have found that when we start to get comfortable putting things out in the world that we know actually there is something wrong with it, and then we're seeking for somebody else to validate that wrongness, it starts to make that perfectionist piece dissolve. Right. And so it gets us to put something out there a little bit earlier and then also hear back in response that that thing that we were like.

Oh, I don't feel good about this.

That either it is resonating in a completely unexpected way which just drives new ideas, or it's validated that, yeah, that thing isn't quite working and it gives you, as that perfectionist, just more energy to then perfect it coming out of that session. But I do think that the more that we can get comfortable with putting something that we know is going to get a negative response, we think is going to get a negative response out in the world, the more comfortable we can be in this like very co creation, iterative process.

Yeah, we've mentioned the word audience a few times and I'd love to hear your guys's definition of audience for the listeners.

Great. Yes, thank you for clarifying, especially on a podcast that could be perceived differently with audience. So when we talk about audience, we refer to the clientele, the consumer, the human on the other side of what our clients make their money doing. Right. So again, it might be a product that they make, it might be a service, it might be spatial design. However they interact with the end consumer, we recognize as audience. And the reason we're a little bit larger in terms of that term versus customer client is because we think they're whole people and they're whole humans and they have lives and moments before and after they have a transaction with you and the moment we can start to recognize the other nuance of them as an audience member, as a community member that you serve, the more they come to three dimensional and the more that those driving behaviors that someone that's time Starved is making decisions based off of the more we can start to show up in innovative ways that help them interact with our brand, with our product, with our offering. And hey, it doesn't take a lot of time because it's so seamless, it's so consistent, whatever it might be. But that's where that really magic moment happens, where we find ways of showing up versus seeing them. Just as they're our consumer, they're our target segment, there's KPIs attached to them, this is what we need them to drive. And it's very transactional and organizational forecasting based. Which again, those are valid, those have to be there. People are in business to be profitable. But that's limiting in the sense of how we can start to think about showing up for them in ways they need. If we can expand beyond that to that audience mentality, to that human mentality, is that helpful?

It is.

I literally wrote down three dimensional five times because I think that is so true. I don't want to forget it because it's so true that that's what you're doing is you're bringing them to life. You mentioned bringing ideas to life and bringing your passion to life. But by doing it the way you're doing it, you're bringing the person and the human to life versus them. Just being black and white statistic on your feed or whatever it is.

Absolutely, yeah.

And we deal with that so many times. I mean, I think that right now we're at a point where data is so easily accessible. Right. We've never had access to the amount of data that we have today in our lifetime. So the fact that I can in a matter of minutes unpack the potential age range, the demographics, the location, the race and ethnicity of supposedly my audience, we are leaning so far into that as defining who we are serving versus actually unpacking. Oh, they are a mother. Even mother is so vague of a term. Right. There are so many different types of mothers in this world. And if we can get to a point of unpacking the type of person, the type of mother, their needs, their family life, their lifestyle, their beliefs, their values, then we can really get into this incredible sweet spot of designing for who they are, what their needs are, versus this really vague percentage number that we're grabbing from a demographic. Right.

I would love to know, how do you guys get to know the human behind it? What's the questions that you ask? Or do you have a process that you go through for that as well? Absolutely.

So the process is pretty concrete. From project to project, industry to industry, the nuance comes in what we're trying to learn, right? What we're trying to learn from that specific brand new young mom, first child in the first three months, right? That's when we start to learn. Oh my gosh, she hasn't slept. She is for the first time eating with only one hand all of the time. Like all of these little things that are very real, her reality as she holds her newborn. Those are where the questions and the insights become very different than if we were working on a, a project about liquor or a car or whatever it may be. So the process we really leverage the quantitative data that Stacy was referencing a moment ago around demographics and psychographics and percentages as just a haystack. Let's understand that 65% of people are buying X. Great, that's a good ticker mark for us to understand there's some sort of resonation there. But after that we don't know why we have nothing more than a number. So we leverage the quantitative data to point us in the right direction and from there that helps us recruit the right psychographics and driving behaviors within that percentage. So again, it holds us accountable to do our due diligence, to not just keep backing up with other data points, but really getting to the human perspective of that. And then it can range, it can be immersions where we're out in the field with them, boots on the ground, watching them navigate, a digital tool, a space shopping, however that might be. It can be intercepts ourselves where we're located at a certain spot and we're just stopping people to ask them questions. It can be very robust one on one, what we call qualitative sessions, which again is just really just focus time with one audience member that we're really trying to better understand. And then what really becomes powerful is when we start to overlap what we hear from those people. Right? So again, just to play on this mother's idea, and again, I'm making an assumption this hasn't been validated by anything. But if you're a mother three months thin, I bet we're going to hear a lot about, I haven't slept much, right? And my world has been turned upside down. And I'm the happiest ever, whatever those patterns may be. And that's where we can start to identify some areas of opportunity to design for that moment, because it's not just a one off anymore. And it's been validated by that process of not only using the quantitative research, but More importantly, that qualitative to get away from just the demographics and psychographics to the why that's helping them say this over that or I wouldn't do this, but I absolutely need that. And that's really pretty much at a very 30,000 foot view. The process from start to finish and.

Then when you say opportunities to design from there, what does that look like?

Yeah, I mean it really spans the gamut. Maybe one, one example recently we just were doing research for actually speaking of moms.

Yeah.

It was caretakers for a little kids swim school. So talk about some incredible research to be able just to like talk about kids activities and swimming and all of that. But we learned that when it came down to it, parents were honestly making decisions of whether or not they were going to put their kid in a program and or keep them in a program based on the staff and the way that that staff staff was treating their kid from the moment that they stepped in the very first day to then how that staff engaged with them over the course of that activity and multiple weeks with that activity. So that was such an incredible moment for us to be like, okay, so if it's not actually about giving a free lesson where they can come in for one day, it's not necessarily about the color of the wall paint, it's not necessarily about the type of chairs we have there for parents to be sitting and watching their kids, but it is actually about the staff. Then we can go in and design different touch points of how that staff can engage with parents and caretakers and engage with kiddos in a way that's really, really meaningful to them. Like something as small as a service. Touch point being every time a kid walks in, you greet them by their first name. That is something that I think all of us, no matter what activities, sometimes maybe we have heard that happen and it just gives us that little kind of boost of energy or confidence. And then there's probably moments of other activities where we feel like it didn't quite resonate with us. And I bet one of those reasons why is because maybe we weren't greeted by our first name the moment that we walked in. So we then get to extend that across the entirety of what we like to call the audience journey. And we actually start from enticing. So we have this little framework. I don't. Maybe it'll be helpful for those listening that we call the 5e framework. And this is the whole journey of that audience. So the first is entice. It's how somebody even hears about you, your business, your offering, your service. And what are all of the touch points in which they're going to have that very first engagement of? Maybe that's something I should look into. The second event is enter. And this is the moment that then your audience is first having that initial engagement. They're either entering into the physical front doors, they could be entering into your website, they could be entering through social media, or sending an email. Those first email interactions. And then the meat and potatoes is that middle E, which is engaged. And so this is all of the touch points from the moment that they've walked through those doors until they leave those doors. So that really becomes the big piece of the pie. And then we've got our fourth E, which is exit. So again, the moment that they are leaving those doors, it could be we've finished an engagement, we finished a project. What are all the touch points then? Of making sure that it doesn't just feel like, okay, bye. And that audience has no idea what comes next or how they should continue to engage with you beyond that, which then leads us to that very last fifth E, which is extend. And those are all of the touch points to then get that audience member to come all the way back around to entice and want to start all over again again, whether that's a project, whether that's a new activity, whether it's coming back to your store. And so when we can design against all the behaviors that we learned in research that Faith was just mentioning across those five E's, we can really create some incredible business opportunities that really show up for, again, the needs that we heard in that research.

Wow, that is incredible. Faith, you mentioned this earlier. You could just stop people and ask questions. What would be the questions you would ask? Typically, just to give an idea for people that want to just kind of jump in.

Sure.

So the thing that comes to mind is we recently did a product that would be in a grocery store. And so again, then us hanging out in a grocery store and watching someone navigate the aisles of kind of the shelf of sameness is what we describe it as. Right. So now I'm looking. Let's just take coffee, for example. There is now entire aisles of just coffee products in a grocery store. So if you wanted to better understand why they paused, what caught their eyes, and what's driving them to pick this bag up, put it back down, those casual little interactions will be so fruitful because it isn't just always price. Right. Oh, okay. It can be the branding. It can be that the bean came from a certain part of the country that they're more interested in. It can be that they actually were misunderstanding what it was and it didn't clearly say decaf. All of that can be intel then for you to understand what. What is helping or hindering them from picking one product out of a shelf of sameness. So that's an example in a product like B2C. But I think that before you go out and do intercepts, because your audience is so wide in terms of what their passions and dreams may be, even if you take that 5e framework that Stacy was talking about and you just capture what are some of the things you wish you knew about? How did they hear about you in the entice or how did they hear about your competitor? Is it via social media? Is it that they saw a billboard? What is that first moment? And if you just start to organize your thoughts within your journey, it really helps it get out of your head onto paper. And what we typically see is there's a lot within the engage moment, like a talent. Right. And that's great. And you want to learn that, but you also want to make sure that your journey is holistic. So try to find out other ways. If you're not extending beyond that interaction between the engage, that transactional moment you have, what are cool ways that you could start to stay top of mind, stay relevant within that extend period. So it only not only highlights that there might be sections of that journey that you're way more versed with than others and might help some free thought of showing up in different ways, but it also really allows again, that moment of clarity, of where you have strengths, where there's moments of opportunity to increase and change, and then also moments of, hey, let me just ask people about this a little bit and see when it feels on brand for me and what their expectations are and where we might be missing a little bit.

Yeah. It's so funny because we're such a digital world now. And so to just kind of humanize it going back to that, you could literally just go to a store and ask people some questions. And it doesn't even have to be on your product. It could be on someone else's product. Just so you can get to know what they're looking for.

Absolutely. And I love Stacey, that you came up with maybe not on your product. We challenge our clients to do that all the time, to look beyond their product they're offering sometimes to look beyond their industry to take inspiration. Right. That's where true innovation happens is when you Start to look beyond what you know so well and start to take inspiration from. Oh, but what would I learn if I looked at the banking industry, you know? Or what would I learn if I looked at a car salesman transaction? What are those pieces? That again, some of them will be pain points that then you're like, oh, I want to make sure I'm avoiding that part of it. And some of it will be high points that you want to continue to cultivate and increase. But yeah, looking at someone else's product. Stacy, couldn't agree more. You'll learn so much.

Yeah, I think it's great because what you're doing is you're giving people a starting point. So even if they're new at this and they haven't done anything yet, no one has an excuse to not get started to at least get some ideas percolating. Because if anything else, that's when the ideas will start to get generated because you're doing something and you're going into momentum.

Absolutely.

Faith always encourages me to go out into the world and just pretend I'm always a researcher. Right. You're sitting at a coffee shop and you're doing your work, but at the same time, what could you be researching? What can you just like observe of other humans around you? So I also would encourage that as maybe the very starting point, you'll be.

Blown away at how many workarounds you see people do without recognizing they're doing a workaround just because. Yeah. The system or solution hasn't been designed right for them yet. It's fascinating.

Just kind of falling into curiosity.

Yes, yes. Well said.

So you mentioned earlier recruiting the right psychographic. I'd love to hear more about that.

Yeah, I think that it comes back to the conversation we were having about mothers. Right. Mothers that is such a vague group that we could go after when in reality the mother who to Faith's point, is within the first three months and is a first time mom, she's going through a very different type of lifestyle than a mom who has teenagers who are about to go off to college and she's about to become an empty nester.

Right.

And so we really, each of those types of moms have very different pain points in their lives. And so we try to look at the business that is either being started up or that we are looking deeply at to unpack what is the need that that business is solving. And does that need exist in, let's say the mom of the 0 to 3 month old, or does that need exist in the mom of the teenagers heading off to college. In some cases it might be that that need is sufficing both of those types of people. And there's probably a lot more other cases where that need is only really touching on one mom or the other mom. And so we try to get at all of the aspects, whether it's my offering is trying to help people who are time starved, people who are looking to be creative, to look outside of the box, people who have values that align with X, Y and Z. Because my company's values are X, Y and Z. We try to get to that level so that when we go out and recruit we can specifically ask those questions. What are your values? Do you believe in X? Yes or no? Do you believe in Y? Yes or no? Are you time starved? Yes or no? And so that way we know when we are getting deep into the research and really asking some thought provoking question, maybe it is around some sort of prototype that we are putting in front of them that we know that we're talking to the right person that has the right pain points that then they can speak to as they're co creating alongside us.

You guys are really good together. I'm feeling this magic magnetic synergy right now.

You're making it easy. You're making a safe space and asking really creative questions.

Thank you. With that, I'd love to just hear your advice for people. There's a few different kinds of people that are listening. The one I mentioned, the poster before we recorded, which I'll read it for the people that weren't part of the pre recording, which is the thing that's motivated me. It's a quote by Harriet Tubman. You have within you the strength, the patience and the passion to reach for the stars, to change the world. There's those people that don't even know how they will do it, but they want to and they have the ability to do it. It's just getting started. So maybe just some advice for those people right now in terms of being able to kind of enter the space of creating an audience for themselves to be able to get that message out.

Wow, great question. And a flutter of thoughts come top of mind to me and I'm trying to frame up is it better advice that we've been given or advice how to organize my thoughts. But I think the thing that's coming to the top over and over again is there's a reason you are drawn to what you're drawn to and you think you should be doing something. And so not losing sight of that and finding the method or the market or the audience or the community that you think also needs what you can provide. And again, starting to just have conversations of how they would want to see that come to life. Because all it's going to do is, as you said earlier, Stacy, just let that creative freedom of curiosity start to round out your beach stone a little bit more and find the crevices that maybe you haven't seen or the blind spot and help find how you can add to that. And so I think it's not going to happen overnight. But that patience in the quote that you talked about and the passion in the quote keep coming back to those because there's a reason you're trying to solve this pain point. There's a reason, you know, there's a need for this. And so just holding that as true foundation and then finding the ways to cultivate that idea further and further so that you feel more confidence in the decisions that you're making about it. And it's not so siloed in your own head and your own shower thoughts, but it started to be a conversation and a dialogue that you can creatively spin from.

I mean, I'll say that I think that the bigger question is finding our purpose in the world, right? And that's such a big, deep question for all of us and such a challenging one. And I think some of the advice that we have gotten over time is one, that purpose might change. And I think that we are so fixated on we have to find our one purpose and then we have to stick to it. And that is the one and only purpose that we have to go after for the rest of our lives. But the reality is, is it's happened to us in our lives and it's happened to so many other business owners that we have encountered and friends and family that those purposes shift. Major things happen in our life and our purposes just change. And so I think that maybe that's one thing just to relieve the feeling of needing to find that one be all purpose that you have to go after for the rest of your life. But also, we were just talking about this the other day. We were given the advice of writing gratitudes every day. And when you write gratitude, so when you are grateful, it's really difficult, if not impossible, to allow the negativity to come through right when you are expressing that gratitude. And so one of the exercises that I know I've been trying and I think that he has too, is every day, at the end of the day, writing down things that we are grateful for that have happened that day, that we are grateful for in our life, that we're grateful for in our families, things that as we're our little own researchers out in the world and we've kind of witnessed things that we're grateful for that we encountered that day. And then at the same time also writing gratitudes of things that have not happened yet in our lives but we want to happen. It can be family related, friend related, career related, whatever. It might be taking a moment after a month to three months of doing those gratitudes and starting to see in a very similar way to what we do when we go out in the world and we're asking questions to our audience participants is finding patterns across all of those gratitudes. And I would be surprised if going through an exercise like that and at the end of three months looking at all of them, if there wasn't some really strong patterns that could be elevated to some of those purposes to move forward from that too. So yeah, don't know if any of.

That resonates, but it's great. Yeah, you guys are awesome. And then the other thing I was wondering and I feel like you spoke to this, but I'm just curious what's coming alive on this. There's also the people listening that have successful businesses already, but they're one dimensional audience members that maybe are buying on Amazon or from a brick and mortar, but they're not part of that community aspect of being able to talk to them directly. I'm using your three dimensional, they're not three dimensional yet. And I'm just wondering what could they benefit from bringing their audience from one dimensional to three dimensional so much?

I mean again, we are evangelists for this process, so maybe we're alongside that biased. But I think if you are successful, holy cow, congratulations. Take that win, take that confidence, take that stamina, fuel, but then see what else is possible on that. Right. So again, if you are selling said product on Amazon and you have this transactional relationship, are there a suite of products that can come from said one product because you're showing up in different ways for this human that has other needs? Is there different ways to look at the way that you're messaging and marketing it through the lens of the real human on the other side? Right. So again, even the way that they're going to search in Amazon, are you on the emotive adjectives that they're thinking of when they type in for even looking for your product? Right. Fast, easy, whatever it might be that they're also typing in there because it's solving for mess free. I don't know, I'm on this mother trick now. But those things that they're looking at it and googling. So again, thinking about the use case that they might be engaging with your product from Amazon, thinking about other moments in their day or in their life cycle that you can show up with other new revenue opportunities, that's how I would start to think about them beyond just that one transaction and hoping that they come back for that transaction. But man, okay, if I have a successful product with them, what other. If I looked at their day, if I thought about what some of their pain points are, what other products and or evolutions of mine can I plug in there? How can it affect my messaging? How can it affect other channels that I'm even capturing them? If I'm capturing them on Amazon, what other ways are they maybe searching for similar products? How can I show up in that manner? It really will help inform so many of your touch points from marketing dollars to communication channels to product development, because it's about solving for needs that they actively have. There's plenty of needs. As Stacy was alluding to in her response about it doesn't have to be one purpose. We're not static humans and we don't live in a static world. So it's constantly changing. We're constantly changing. And that for us as entrepreneurs and the listeners is opportunity. That's what that means. So yeah, really trying to take the blinders off and to look beyond just that transaction at the larger three dimensional will be creative idea stimuli for sure.

Okay, I'd love to hear what your number one piece of advice is for the listeners on doing the thing.

Ooh, honestly, I think I'm going to go back to something that we referenced a little bit earlier on, which is not being afraid to get a negative response from your audience and actually thinking, reframing that negative response as to Faith's point that you just made opportunity and for every negative thing that you might hear, it only means an infinite amount of possibilities to evolve as a human, as yourself, your product, your offering that you're putting out there in the world so that your purpose and your longevity can really make that impact that you're hoping it will make, I think one.

Of the pieces of advice. So Stacy and I are essentially married as business partners, so we're wise enough to also have a wonderful coach that coaches us individually and together to keep our marriage healthy. And she's great at reminding us from coming from a Mindset of abundance and opportunity versus fear. And so to go, just do the thing immediately. Because the way we're wired as humans and we're risk averse, we're going to think of all the things that could go wrong and the things that it will take and everything. And I think reframing it simply to say what would be the cost of inaction if I didn't try it? What do I lose? It might be financial possibility. Gain. It might be just the I coulda, woulda should have mental refrain that's really going to be devastating to you. But yeah, is it the cost of inaction against all of those immediate fears and try to come from it from that perspective of positivity, abundance, fearlessness. Why not? It's a prototype anyway. Like whatever. Whatever's the freedom word for you that allows it to not feel so pressureful.

Well, please share with the listeners where they can follow along with you and then also who you're looking for as far as clients go. So if someone's interested in working with you.

So we love working with change makers, disruptors, just kinetic people that want to shake it up and you might be at a moment of aha where you have an idea and you think there's possibility for it or you might be at like an oh no, oh crap moment and it's not going as I thought. That's just opportunity and that's where we intersect. Great. To help either define the path forward or to define the pivot so that it is a path forward. So yeah, if you identify yourself as someone that wants to do it differently and it's either based on if there isn't a solution out there, your community isn't served well, please connect with us on LinkedIn and find ways for us to just have a casual conversation and that's all. It'd be awesome.

We are all about just a casual coffee, even a virtual coffee. Right? We just like I said at the beginning, the power of Mindshare is real. We know that there's so much that we can learn from you listening as much as there's probably is that we can continue to share from our end too. So please, I think we even have it on our website, which is pinpoint collective.com where we can set up a virtual coffee on our website. Please also follow us on social we're constantly pushing content out and continuing to build actually our database of research participants. So if you want to be on the other side of things and be an audience member that we are researching also please follow us on Instagram, which is at Pinpoint Collective, and you'll find a link there in our LinkedIn tree at the very top to become part of that database. And then, yes, like Faith said, follow us on LinkedIn. So, Faith Hurley, Stacy Calligan, we would love to hear from you. And we, Stacy, are so grateful. Thank you that you took the time to speak with us today.

Yeah, this was an unbelievable. I can't wait to listen back to it and like take notes seriously, because it was so good. And thank you so much for coming on and for the listeners.

Do the thing.

Don't wait for opportunity. Create it.

Thanks for listening to the do the Thing podcast. We hope you enjoyed the show. But even more, we hope you'll be inspired to do the Thing. Do you have a burning question on Doing the Thing that you'd like answered? How about an inspiring do the Thing story of your own that you'd like to share? We'd love to hear all about it. It Just leave us a voice message at dothothing callcast. Co or email us at hello at dothingpodcast. Com.