Monthly Archives: December 2023

Decoding the Top 5 Marketing Trends of 2024

Decoding the Top 5 Marketing Trends of 2024 written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m going to talk about the top 5 marketing trends for 2024. We’re cutting through the noise to focus on practical strategies that are actually making a difference. This isn’t about chasing the next shiny object; it’s about understanding the shifts that matter to small and mid-sized businesses. We’ll dive into how these trends can help you connect more effectively with your audience and make a real impact in your marketing efforts and your business.

Key Takeaways:

Join me as we navigate what 2024 has in store, focusing on the implications of AI, video, and the future of consumer privacy just to name a few.

In this episode, you’ll learn:

  • Artificial Intelligence (AI) has transitioned from being a trend to an integral part of daily operations.
  • The search engine paradigm shift
  • How integration of AI tools with video content creation is expected to enhance efficiency
  • How the decreasing availability of third-party data and the growing importance of building trust to acquire first-party data
  • How businesses need to go beyond automated solutions and provide personalized interactions to stand out in the competitive landscape.

These learning points offer insights into the evolving marketing landscape and provide a foundation for businesses to adapt and thrive in 2024 and beyond.

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Connect with John Jantsch on LinkedIn


John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and no guest. Today I’m doing another solo show. Some of you may not like these. I get a lot of great feedback when it’s just me. It gives me a chance to kind of break down some of my thinking, my opinions, quite frankly. And today is no different. I’m going to talk about trends for 2024. Now, before I get into any of my prognostication, that’s a big word to use in the morning. Trends shows trend, post trend predictions are stupid. And the reason I say that is because a lot of times by the time you spot a trend, it’s not really a trend anymore. It’s happening or you’re just taking guesses at stuff that you think should happen. There’s so many over the years, there’s so many things that people talked about.

(01:11): This is the next trend, and 10 years later we’re still talking about it. I’m going to mention a couple things today that we’ve been talking about for a long time, and that’s the thing about trends. I think that really make them difficult to identify with any clarity. I think it’s really more a matter of acknowledging something that’s coming maybe and saying, well, gosh, how could that impact me? And then going about your business, it reminds me of the 1926 novel by Ernest Hemmingway. The Sun Also Rises. There’s a character in there and he asked, I think his name’s Bill. Bill says to Mike, so how’d you go bankrupt? And he said, two ways. Gradually and suddenly. And I think that’s the thing about trends is there’s a lot of things that we’ve talked about for years. It’s kind of the gradual it’s coming. And then by the time it gets here, it’s like, wow, that was fast.

(02:08): AI is a perfect example. I’m going to talk about ai. Of course, how could I not? But AI is a perfect example. It’s actually been coming for probably close to 10 years, certainly just in the very guts of things. I mean, if you’ve ever used Google Maps to get somewhere that has used AI forever, Siri has used AI since its inception. Obviously it’s gotten better, the technology’s gotten better, but those things have been baked into things for a long time. And then chat, GPT comes along and all of a sudden it’s the masses and sudden as a trend. So that’s my table setting. Before I get into it, I’m going to talk about five things that I think will impact the agency world, will impact the marketing world for small to mid-size businesses as well. So the first one, as I already mentioned, is ai.

(03:05): It’s certainly moved past trend, it’s here. But there were a lot of things that came along that way. Social media, mobile marketing, even search quite frankly, all came along slowly and then suddenly they were here. And I think AI certainly fits into that category. I think it’s going to be a little different. We talk about some of those other things like search and pay-per-click when it came along, and social media, we talk about those now as channels. And I think that the realization that we all need to understand on it with ai, we won’t be talking about it as some trendy new thing. It’s just going to be baked into everything. It’s going to be how we go about our day. So for example, a lot of people are using it for content writing, which is absolutely a great use. We teach it. We hold bootcamps to teach people how to use it quickly and efficiently.

(03:59): But I also use it to take a spreadsheet and say, tell me what’s in this. To summarize a document and say, give me the high spots to take a video and say, I recorded a video with a client, for example, a testimonial video and I have it. I could go through the transcript of that, but I take the transcript and say, give me three or four great sound bites. And it extracts from the already great content very efficiently. So I think that kind of usage is going to become just commonplace. We won’t even think about it. We’ll go to chat GBT or some other AI platform every single day to accomplish some of the tasks that we accomplish. We’ll write SOPs that will allow people who have maybe no experience in the field that we’re asking them to work in, and they’ll be able to efficiently use some of these tools like any good research assistant might use in aiding somebody writing a book and aiding somebody who is trying to come up with a draft for some content.

(05:04): It’s certainly going to filter in. I mean, right now there are people that play with Dolly and play with the other image creating tools, but that’s going to get better and it’s going to spill into video. There are platforms today, I’m not saying that they’re there or perfect yet, but there are platforms today that you can actually train with some amount of your voice of you actually speaking and you actually on video and they will actually be able to take any transcript or text that script that you feed it and then create very synced up live looking videos. So those advances are going to just keep coming every single day. But I think the real power of many of the AI tools is just the efficiency and the time saving aspects of it will maybe someday get to the point where it can write better than a human being.

(06:04): I don’t know that we’ll ever get there because again, I always tell people that it can create great content, but it can’t create context. It can’t understand the context in which somebody might be consuming that content. And I think that’s always going to be the element that a strategic marketer can certainly add to anything. Alright, let’s move on to number two. Search. I think it’s, again, it’s one of those that has evolved gradually. I mean whatever Google wanted it to be, it became to a large degree, but it’s gotten, I don’t know if it’s gotten better or not. It’s certainly evolved in terms of the results that they show. And from an SEO standpoint, from a marketer’s standpoint, certainly evolved in terms of how you get those results. But I think we’re actually going to see in 2024 some pretty dramatic changes in really the whole paradigm of search and how search is done and how we get results and what results we’re looking for.

(07:09): Things like answer engines are going to and optimizing free answer engines are going to happen. The fight is always going to be with Google because Google wants to show paid ads. I mean, that’s where they make their money. They don’t make any money in search. They make their money because they’re able to show all those ads right along with search in a very contextual way. So are they going to kill the golden goose or is the golden goose going to be taken from them in a lot of ways without them, unless they respond in an entirely new way in which we get results, I think there will be ad free search engine opportunities. I think that there will be ways in which we can just similar to what you do in chat GPT today, that’s not far off from the model I think of search, where you just go and put in, I’m going on a trip to blah blah blah and I want to visit these and I have five days and here’s who’s going to be in my group.

(08:11): And it’s going to spit out an itinerary for you as opposed to just giving you what TripAdvisor says of the top 10 spots or to go visit because TripAdvisor is able to dominate the search results. Doesn’t mean they’re any good, but a lot of people rely on them. And so I think that that ability to create custom very detailed search is similar to what I think people experience in chat GPT today chat. GPT is not perfect. It’s not real time. It doesn’t have, it’s terribly inaccurate. Its citations are bad, its data is bad. It sometimes says, well, here’s an answer. I don’t know where that came from. But I think the experience that people are having with that type of search query is certainly going to be what we expect. And I think you’re going to see some sudden changes. We’ve had gradual changes and I think we’re going to see some sudden changes in search number three, this is another funny one, video live streaming.

(09:20): They’ve been around now, well 20 years really live streaming maybe 10 years. People have used them in various ways, certainly promotionally. I mean you look at what’s going on with the micro video snack video in places like TikTok and every other platform that copies them. And so it’s not a matter of saying, oh, video’s here, it’s finally here now we should be using it. I mean, people have obviously been using it effectively for many, many years. The reason I put it on here as a trend is I believe that it is going to become, become the basis for how content is created. And what I mean by that is it will be video first for almost all content. And the reason I say that is because marrying it with some of the AI tools I think gives you the ability to get some amazing efficiencies out of a 10 minute video where you’re explaining something.

(10:23): You can take that transcript and create a 3000 word blog post that is formatted exactly the way the current search engine crawling is looking for. You can take that video and cut it up into 27 TikTok type videos where it’ll take out the ums, which I do frequently give you. So I think that while the trend itself of video is hardly a trend, but I believe we’re going to see an explosion in the creation of video because it is the content first platform for lots of your video creation. There’s no denying the trust factor that comes across in video. There’s no denying that people like to consume video. Look at what happens in YouTube every single day. So I think it’s been around, but I’m leaning into the trend, the idea of a video first in terms of its content. Alright, another one. See I’m going to say this.

(11:30): This doesn’t sound like a broken record. Another one that’s been around for quite some time data privacy and complying with data privacy. It’s the whole reason we have Google Analytics four curse it all you want, but Google got tired of being fined by countries that had passed strict data privacy rules. Facebook is certainly moving towards it. Do you remember the days when you could have all these selects that really allowed you, I remember seeing in the early days of Facebook targeting somebody that was trying to target his wife because it was her birthday and he wanted her to be the only one in the audience that could actually see the ad that he placed. And he was able to get that granular that he was able to accomplish that. So the days of that granular level of targeting are certainly gone. And so we’ve been talking about this one for a long time.

(12:28): I mean GDPR, when was that passed five years ago? And you’re not really hearing people talking about it. You certainly are hearing people give lip service to it. You’re hearing people that are doing some just kind of basic compliance with it with privacy policies and terms of services and things like that that have become kind of standard fair. But I think that the adoption came about punitively, right? It is like if you don’t adopt this, you’re going to get slapped on the hand or worse. And that’s never a really great motivator for most people. What’s happening now certainly is that the ability to get third party data is just online, at least is going away. It’s kind of funny, but again, I came into this world of marketing before we had online and digital and you still can today offline get some pretty incredible amount of data.

(13:32): You can buy list of people that live in a certain geography, make a certain income and have a certain disease, have been diagnosed with a certain disease that you want to target. That’s a terrible example. But that’s the kind of stuff you can get offline. So it’ll be interesting to see if that level of privacy ever comes to the offline world, but it’s certainly here in the digital world. Third party data is just going to get harder and harder to get. So what’s the trend part of that? Obviously building enough trust to get first party data and that’s the game we’ve been at forever, right? Enough trust that somebody will give you their email address and other information, maybe their phone number and their mailing address because they want to buy a product from you. That level of data collection and trust building to get that level of data collection I think is going to become the event.

(14:27): It’s going to become more and more apparent that people that don’t have that are not going to just be able to rely on bombing Facebook ads. Alright, the last one, not a trend at all, except aspects of it are, and this is one of those that has been with us forever. I’m just going to throw it out, it’s customer experience, but it’s one of those that I think the pandemic here, I’m here, I’m in end of 2023, still blaming the pandemic, but it’s one of those that I think really elevated people’s expectation when it comes to customer experience and frankly that’s employee experience, that that’s culture inside of organizations. I think those all go very much hand in hand. And I think we’ve seen a lot of rebellion almost with organizations that don’t really get that. And customer experience means a lot of things. And that’s probably the thing that’s changed the most is what that actually means to people.

(15:28): It used to be solely that somebody answered the phone and that they were nice and that somebody was able to get a resolution to a problem that they had when somebody became a customer. It was a, if not joyful, it was at least a convenient experience. And I think that today there are a lot of companies that aren’t doing that, even matching that level. I mean, try getting an insurance company on the phone. Try getting a rental car agency that you left your prized water bottle in their car. I know that’s a very specific example. Try getting them on the phone, right? It’s not going to happen. So there’s a lot of people that are not doing it. So in a lot of ways what the digital presence has really done and AI bots have really done is they’ve given people one of two paths.

(16:26): They’ve given them the ability to wall off any need for human interaction, right? It’s like, here, talk to our bot. Go through, fill out this form, go through the phone tree to get to the answer that you want. So it’s given people the ability to actually provide no service in a lot of ways, but it’s also given people the ability to provide the level of experience that somebody wants. There are certain instances in which, I’ll use an example of my eye doctor. When I am up for an annual exam, I can go to their website and I can make an appointment. I will get a notification when that appointment is coming, I’ll go to the appointment. And there was no need. It was actually far more efficient for both parties to have that online scheduling. So there was really no need to have somebody answer a phone and say, oh, okay, well we’ll get back to you like five times later.

(17:27): We finally get the appointment schedule. So it offers the ability when used correctly to offer a frictionless, very speedy, very convenient experience. And I think those are elements of an elevated customer experience that people want and expect today. Married then with true trust building value at every possible interaction. And I think that that is clear to me that if we’re not reaching out to our existing customers and making sure that we are meeting their evolving needs, that we are helping them achieve the goals that they want to achieve, we are helping them with the transformation that they want to achieve. That’s our job. Having an AI bot or having an FAQ section on our website, those are nice. Those are things that give people the speed and convenience that they want, but then we need to supplement that I think with what I used to call hugs and handshakes that we can do, even if it’s done online, done via Zoom, done via one-to-one video on Loom.

(18:38): Those types of touches people are expecting. And the beauty of elevating your customer experience is that not everybody’s doing it. So it is a brilliant way to stand out. Alright, that’s it for my wrap up of the 2024 trends. Nothing too trendy in there. It’s more a matter of recognizing that trends happen gradually and then suddenly. Alright, take care. I’d love to hear your feedback. If you’ve got any comments or thoughts on these trends you’ve got, anything you want to add? I’m just John at Duct Tape Marketing and of course we love those reviews and five stars that you give us in the various places that you listen to your, all right, take care. Hopefully we’ll run into you one of these days soon out there on the road.

Unlocking Your Unfair Advantage: How Your Unique Story Powers Your Entrepreneurial Success

Unlocking Your Unfair Advantage: How Your Unique Story Powers Your Entrepreneurial Success written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Ash Ali and Hasan Kubba, award-winning authors, entrepreneurs, and advocates for unlocking your unfair advantage. With their extensive experience in the startup world, Ash and Hasan share profound insights from their book, “The Unfair Advantage: How You Already Have What It Takes to Succeed.”

Embark on a journey of self-discovery as Ash and Hasan discuss the concept of unfair advantages and how your unique story can be a powerful catalyst for entrepreneurial success. Gain valuable insights into the Miles framework, a strategic approach to identifying and leveraging your strengths.


Key Takeaways

In this insightful episode, Ash Ali and Hasan Kubba, renowned authors and entrepreneurs, introduce the transformative concept of unfair advantages in the entrepreneurial journey. Through the Miles framework, they guide listeners to identify and leverage their unique strengths, turning constraints into creative opportunities.

The discussion explores the proactive approach to luck, emphasizing strategies to create one’s fortunate path. Underscoring the power of insight and innovation, showcasing real-life examples of individuals who harnessed their unique perspectives for success. Additionally, it highlights the role of gratitude and a growth mindset in nurturing a positive entrepreneurial mindset, offering practical techniques such as the ABC model and cognitive behavioral strategies. This holistic guide empowers aspiring entrepreneurs to unlock their unfair advantage, embrace their stories, and chart a path toward unparalleled success in the business realm.


Questions I ask Ash & Hasan:

[01:01] What is your take on the expression ‘life is unfair’?

[02:53] What are some easily recognizable advantages of unfair examples?

[04:38] Luck and hard work, does success really lie in the middle?

[05:55] Would you characterize your book as a business book or a self help book?

[07:47] What are some hidden unfair advantages that people don’t realize they have?

[10:02] How do you respond to the notion of creating your own luck as an entrepreneur?

[13:20] What are your unfair advantages?

[18:39] What do you say to someone who believes they have zero unfair advantages?

[22:08] Where can people connect with you and obtain a copy of your book?


More About Ash & Hasan:

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Connect with John Jantsch on LinkedIn


This episode of The Duct Tape Marketing Podcast is brought to you by ActiveCampaign

Try ActiveCampaign free for 14 days with our special offer. Sign up for a 15% discount on annual plans until Dec 31, 2023. Exclusive to new customers—upgrade and grow your business with ActiveCampaign today!


John (00:00): Welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Ash Ali and Hasan Kubba. We’re going to have two guests today. They’re award-winning authors and entrepreneurs. And despite not going to University, Ash became a serial tech founder and the first marketing director of the Unicorn Startup Just Eat. Hassan built a successful startup from his bedroom with nothing more than an online course and a yearning to escape the rat race. They’re now international bestselling authors, coaches and keynote speakers, and we’re going to talk about their latest book, the Unfair Advantage, how You Already Have What It Takes to Succeed. So Ash and Hasan, welcome.

Hasan (00:43): Hello. Thank you. Thanks for having us.

John (00:45): Hi. Awesome. So the book starts out with this premise, and we could probably do the whole show without me asking another question, but here it is. Life is fundamentally unfair. Who wants to take that dollop of hope?

Hasan (00:58): I’ll take it. I’ll take it. Go on. So life is unfair. Yeah, that is the underlying principle behind our book is that life is not fair. And sometimes when you get into self-development like I did, and I still enjoy a bit of self-development, you learn that what you got in life is what you deserved. You built the life that you’re living now. You designed it, your decisions led to the moment you’re in now, and all these kinds of quotes and beliefs and mental models to make you take responsibility for your life, which is a very useful tool, but it’s limited because it’s not actually that accurate. So one of the ways to look at when we talk about this in the book is it’s all about mental models. So there’s one extreme, which is to think that all success is based on hard work and merit.

(01:46): And the other extreme is to think it’s all luck and unearned. And the reality is squarely in the middle, there’s a lot of serendipity in life. There’s a lot of luck of births and genetic lotteries, and there’s a lot of things that just happen because you are in the right place at the right time. But at the same time, you can stack the deck in your favor, you can make the right decisions, you can be consistent in how you think, in how you behave and the decisions you make to lead towards success. So it’s a mixture of both. Life is unfair and ultimately we’re so lucky and we should all be so grateful for everything that we have going for us. And at the same time, we can also exert our own agency on the world. We can also take bear some responsibility. We can also take control of our lives to an extent.

John (02:30): Yeah, it is interesting. I mean, we all know people have had everything handed to them, all the funding, all the backing, all the mentors, all the whatever, and they’ve still found a way to piss it away, haven’t they? So it really is kind of that combination. So let’s maybe start out by defining what an nfa, maybe some examples of what you would call an unfair advantage that people tend to recognize.

Ash (02:54): So an unfair advantage is something that’s unique to you based on your circumstances and also based on your background and who you are as an individual. There’s so many books out there that talk about strengths, but what we do is talk about your strength, but also about yourself as an individual, as a unique person. So we talk about life is unfair and it’s not a level playing field, but sometimes when life is unfair and it’s not a level playing field, some people can grow up with a victim mindset and a victim type of thinking say, I didn’t have this, I didn’t have that. But actually what we say in the book is actually how do you turn that around? How do you make that stuff that you felt was unfair growing up in poverty or growing up in an area that wasn’t great? How can you turn that around and make it part of your authentic story and use it to an advantage? So an example for me would be I grew up with little money and when I start companies now, and I know a lot of listeners are listening here who run small businesses when you don’t have a huge amount of money for marketing budgets, for example, I’m the perfect person to come in and work with you because I know how to be resourceful because I had no money. And so my mindset is always based around being resourceful. That’s just an example of something that you could use

John (03:59): Straight. But again, the flip side of that, I guess we all know people who had everything and should have made it. We all probably know at least somebody, or at least you’ve read their story of somebody that never should have. Like you said, they didn’t have the education, they didn’t have the backing, they didn’t have the money. They didn’t really, seemingly didn’t seem that smart. They’ve made themselves successful the way we define that. So I guess to Hassan’s original point, it’s kind of somewhere in the middle. It

Ash (04:32): Is somewhere in the middle. It’s interesting because I’ve got a daughter now who’s growing up in privilege, and I look at her and I look at my life and think, okay, does she have the fire in the belly? And what can we do to help her have the same mentality of working hard and trying to achieve things in life? And one of the things I found was that interestingly is that constraint does kind of foster creativity. And if you just give everything to your children, for example, straight away, then they’re not going to feel grateful for it straight away unless they’ve worked for it. So sometimes having constraints does make you more resourceful and more creative. And that’s as an example of something. We live in an abundant world now where everything is available quickly. You can order your takeaway quickly, you can order your cab quickly, and they’re growing up in a different environment compared to us where we had to wait for something, but we had to have some patience around something. So it’s understanding what constraint is and how to manage that, I suppose was,

John (05:27): Yeah, of course, it’s so cliche now, but I like to tell even 30 year olds about a dialup internet and things of that nature. Can you imagine that now it would take 10 minutes and we had to take turns. Who could use it? Only one person could be on at a time and pretty crazy. So I think would you classify or would you characterize this book as a business book or a self-help book?

Hasan (05:50): Yeah, good question. It really is in the middle because what we’ve done with our book is we’ve the origin of the book, let’s get into the origin. We did this book because we were getting pitched by loads of startups for funding, and it was just like Shark Tank essentially that’d come in and pitch us. And we thought, what is the difference that makes a difference here? When we confer between ourselves, we’re like, what is it with some people that we’re like, even if we did believe in them, they’re not going to close out their funding ground. Nobody else is going to believe in them and they’re going to really struggle here. And what is that difference? And we start thinking about this and really diving into it, and we decided to write this down, this idea of the unfair advantage, it’s essentially a sustainable competitive advantage for a big business.

(06:32): It’s the type of thing Warren Buffet talks about in value investing. You want a business that has the economic moats, the defensibility that it’s going to sustain. And it’s the same thing for individuals because at that early stage of a business, when you don’t yet have a product, even sometimes when you don’t yet have customers, you don’t yet have traction and sales, how are you going to judge it? Well, you’re going to judge it by the team, by the co-founders. And when you’re judging it by the co-founders, that’s when you have to try and decide, okay, what have they got going for themselves? What do they have that’s going to allow them to push through? Do they have a track record? Do they have something that gives you the idea that they’ll be able to get into this? Do they have the unfair advantages? And essentially that was the idea behind the book, and that’s what made us think about how we can help people to gain that kind of self-awareness to know what kind of business to go for, to know what kind of strategy to go for. Should you raise funding? Should you bootstrap? Who should you partner with? These are the kind of decisions we wanted to help people with at that early stage. So we’re just bringing it back to the individual. So that’s why he’s in between a business book and a self-development. It’s about the early stages of a startup to

John (07:39): Workshop. So I think there are some unfair advantages that are pretty obvious that people could identify. But if I’m out there listening, what are just some of the places that you go looking? I know you have a framework you call the Miles framework, so we can kind of go letter by letter for the acronym, but what are some of the places maybe that are less obvious that you’ve said, Hey, these are unfair advantages that people don’t even realize they have? So

Ash (08:03): The Miles framework is, it stands for money, intelligence, location, and luck, education and expertise and status. And it sits on top of mindset. And we talked earlier about why it’s important for people to understand the unfair advantage in the context of business because business is all about people. And most investors invest in small startups and early stage startups because of the people, not because of the idea itself. It’s the founders themselves. And so if you can identify your unfair advantages and then amplify those in your pitch, in your message to hiring people to your or getting customers, it’ll help you get your early traction, which is what starts a business. So coming back to the Miles framework, it’s about understanding within each one of those miles frameworks in each one of those letters, what you have that’s going for you. And one of the big ones is insight.

(08:54): For example, when you’re starting a company, if you have insight into something that nobody else has and you are starting a business around, that’s a very powerful unfair advantage. And there’s so many case studies in our book around that about specific insights around that. Another one is being in the right place at the right time, the location and luck. Can you find the right co-founder? Can you find the right customers who are close to you potentially who can become customers straight away? Status is another one, your network. And here, when you are starting a business, if you know how to raise money quickly and you have a network, that’s an unfair advantage. And if you need to go out to the market to raise money from ground zero and have nobody, no network, it’s much harder to do, much harder to do. And we know that’s how investment generally works. So there’s lots of little examples in different places for different types of projects or businesses. It depends where you want to apply the framework itself, whether it’s a project, whether it’s your career, whether it’s a business itself.

John (09:48): I want to come back to insight in a minute and have you share some examples to help clarify that one. But let’s talk about luck. Some people are purely lucky. I mean, they run into luck, right place, right time, like you said. I would say a lot of entrepreneurs have come to the realization that they make their own luck, and that’s almost something that’s earned as opposed to something that’s an unfair advantage. How would you respond to that notion?

Hasan (10:12): I totally believe in making your own luck as well. So we talk about luck and we talk about the fact that it’s overlooked and luck exists. Hey, luck does exist, talent does exist. All these books has become trendy to say there’s no such thing as talent. Just work super hard and get the 10,000 hours in. And that’s enough. These things exist. Tiger Woods could swing, a golf could swing a club before he could walk. These are the kinds of things that is pure talent. Oprah Winfrey was giving speeches to whole congregations at church when she was three years old. So these things exist, but making your luck also definitely exists. We talk in the book about how you can actually increase your luck. There have been psychologists who’ve studied the phenomenon of people who think of themselves as lucky, less of people who don’t, and how the fact that they think of themselves as lucky just makes them more proactive, makes them more observant to opportunities that come up. And it’s been literally proven in studies. So it’s quite interesting that you can make your own luck. We say, put yourself out there more, increase your surface area to luck, and maybe more lucky things will happen. So it’s essentially rolling the dice. Just keep rolling it. No one’s counting how many you’re throwing the D, how many times you’re throwing the dice. If you keep rolling, you’re more likely to roll the double six.

John (11:25): Yeah, I actually, I started my blog in 2003 that I talk about being in the right place at the right time. That was luck to spot that technology. But also it led to my first book four years later. But that point, I had also written a thousand blog posts. So I always talk about, really that was a lucky decision on my part to go that route. But then I do think you can also then turn that luck into something that is very fruitful.

Ash (11:52): Yeah, absolutely.

John (11:54): So what’s your unfair advantages? And I’ll let you both answer that one. Go on. For example, as you mentioned, you didn’t go to college, so we can

Ash (12:03): Take, okay, I’ll

John (12:03): Stop the college degree from Oxford off the table, right?

Ash (12:07): Yeah. That can be an unfair advantage if you know how to use it. Some people don’t know how to use that as well. We see people coming to us and like, oh yeah, I went to Oxford in Cambridge or wherever, and it’s just par. It’s normal for them. But actually that could be an unfair advantage if you know how to use it properly. An unfair advantage, there’s several different things with strength. They can be double-edged swords as we call them. So having something and not having something, and we talk about constraint earlier on. I’ll go through it from my perspective, which is the double-edged sword version of it, and has someone go through it from his perspective. So from my perspective, I had no money growing up. So now when I’m building startups, I’m really shrewd and very lean and I can build things very quickly and I’m very resourceful.

(12:46): And actually what it does has done to me is made me more creative. So one of my high skills is creativity, intelligence, and insight. I have lots of insights with businesses because I’m doing things all the time. I’m always taking action. So I’m seeing opportunities and getting insights and different things and intelligence. There’s different types of intelligence. A lot of people said to me, Ash, you’re really cool. You’re the glue amongst your friends. So I’m good at bringing people together and doing things together, which is cool. And I don’t like to be the smartest person in the room. I’d rather not be the most intelligent person in the room, but I can learn from other people quickly. So I suppose that’s the eyesight location and luck. I was born in Birmingham, which is the second biggest city in the uk, an automotive retail industry kind of community.

(13:24): And the tech industry was booming in London. So I moved to London at the age of 19. If I didn’t move, I wouldn’t have had the same opportunities, wouldn’t have been able to join companies like Juste and do the IPO and luck, the IPO, how many companies IPO, far and few between once again, and there’s a luck factor behind that and the right timing of that. And then seeing how that would work out. Education, excuse. I didn’t work university, so I didn’t feel entitled. So that’s why I kind of did everything and anything. And I built my expertise up in digital market and the time when everyone wanted to know how to do SEO and online marketing, I was there. And then status a few, and your Rolodex of contacts, I didn’t know many people, but now I know lots of people. So if I need to do anything now, for example, I can open my black book of contacts, LinkedIn network connections and make things happen because of my status of having connections that I’ve built up over time. So that’s become an unfair advantage for me.

John (14:14): It’s interesting, as you said, the degree from a prestigious school used to really mean a lot. It feels like particularly in the entrepreneurial space, it’s more about what were you doing for your summer job than what degree you got or your side hustle or whatever. It seems to actually hold more weight than college. And I think a lot of it’s because people realize college is great for making connections. What they teach in a lot of a marketing course in college will have very little application to what it’s like to market in the real world. And so that education, the actual learning classroom education is probably not that valuable.

Ash (14:52): I mean, if you want to learn,

John (14:53): So Hasan, how

Ash (14:54): Then the fastest way to learn is reading blogs like yours, John. And if you want to learn about marketing, you can learn a lot more from reading blogs and marketing books can get old very quickly. What happened some time ago, timing-wise might not work now. So it’s keeping fresh and up to date with knowledge. I think that’s really important. And we talk about this in a book about, there’s three aspects of university, but I’ll let Hasan talk about the Miles’s favorite from his side and what his advantages are.

Hasan (15:20): So for me, so it is easier to simplify it to what is your unfair advantage. But the reality is we all have a set of unfair advantages and a unique set of them. And that’s why Ash goes through so many. For Ash, I would definitely say his creativity is just one of the top things about him. And the fact that he just gives things a go, he just goes for it. So for me, I would say that it’s my ability to learn really fast. So I think I have that kind of the intelligence where I pick things up fast and then I’m able to communicate them. So one thing that really helped me to get my initial clients and start to develop and get referrals is the ability to build rapport and build trust very quickly. So I think that’s partly just from my ability to absorb information and knowledge in a space that’s so new and something, one of the main things I was doing was SEO.

(16:08): I was doing branding and website stuff, but SEO and getting people to the top of Google was huge. And so the fact that I was able to explain it to local businesses, build connections with them, build trust, I think that massively helped me. So that was huge for me. And then you can go further back and just say, listen, I was born in Baghdad, Iraq, and I came to the UK and London when I was three years old with my family to escape the war and all of that. So my unfair advantage is we moved to the UK when I was a baby, and I grew up here in London. If you imagine if I’d come when I was 20 years old and I’d have the thickest accent, and I’d have so much difficulty in terms of just how I come across the status side of it in terms of building rapport, building trust. So this is so lucky. So you can kind of go into the genetic cluttery of it all. You can go into where you grew up and what kind of schools you went to. You can go into your ability to skill stack and build your skills and expertise and learn things quickly. So I think that learning side is kind of the massive piece for me.

John (17:06): So I suspect as you’ve both gone out there and maybe given talks on this or done webinars on this, that ultimately somebody comes to you and says, look, this is great, but I don’t have any unfair advantages. What do you say to that person that feels, especially since mindset really sits on top of this, what do you say to that person that has that mindset?

Hasan (17:28): So I would say that essentially this idea, and as has touched on this idea of double-edged swords, what you think is a disadvantage, you can turn into an advantage, and I’ll give you an easy one. So we have a few examples in the book of people who had a kind of classic disadvantage. So a classic disadvantage is a woman entrepreneur. So woman founder. The example is Sarah Blakely, founder of Spanx. Now, if you think about it, what was her unfair advantage? Okay, well, it was tough. She had no idea about how to raise funding. Nobody would believe in her. She had no connections in that space, et cetera. But what did she have? She had an amazing insight into a problem based on her status as a woman, which is that this idea of shapewear and Spanx turned out to be Spanx. She would cut off the feet off tights.

(18:15): A man wouldn’t have come up with that, wouldn’t have had that insight. The same with Tristan Walker, who’s another example in the book. He grew up in the projects in, I think he was the Bronx maybe, if I’m remembering correctly. Queens actually Queens in New York and really poor. His dad was murdered when he was young. But hey, he was smart. He got scholarships, he got into good schools. He spent a long time thinking about what his big idea is. In the end, his insight was that black men need a different shaving system than other people do because they have more ingrown hairs. And so he developed this single blade shaving system. He used different wrappers who also from his location, so the wrapper Nas grew up also in Queens, and then he promoted his brand, and then eventually he was acquired by Procter and Gamble for $30 million.

(19:00): So it’s like what seems like a disadvantage you can use to your advantage if you grew up poor. Then you have an insight into how poor people live, what needs they have, what mass market products you might be able to create, let’s say. Or if you grew up as whatever, you grew up from another country or you’re learning languages or there’s all these different aspects to everything. So it’s all about your mindset. If you have a growth mindset, and we talk about in the book the growth, the reality growth mindset because we want to root it in some reality, then you can grow and you can turn what seems like a disadvantage into an advantage. And listen, if you’re listening to this podcast, if you’re able to read this book, if you probably have a lot to be grateful for, so you just need to do a sort of an audit. And gratitude is one of the underlying themes of our book.

John (19:46): And it’s interesting too because as we grow up, a lot of the things that drive our parents or teachers crazy ultimately come out as an advantage. We were told they were a negative. For example, my parents used to always joke about how curious I was and always getting into things because I had to teach her same thing. I was told for a long time that that was a problem that has served me extremely well in my professional life. And I think that’s sometimes we just have to overcome what society has told us is a negative, don’t we?

Ash (20:15): Yeah, absolutely. When people focus on your weaknesses more than your strengths, that’s when you start to misunderstand really what your unfair advantage is, because we’ve all got strengths. And the idea of the premise for the book is to double down on your strengths rather than focus too much on your weaknesses and then plug those gaps where you can appropriately and understand that we work in teams and people is about business, is about people. So it’s not just about you as an individual.

John (20:41): So Ash Hasan, tell people where they can find more of you, more of the work you’re doing, and obviously grab a copy of the unfair advantage.

Hasan (20:49): Yeah, we’re all over social media. So I’m @startuphassan. Hasan is spelled with one s and Ash, is it @AshAliuk. Ash, for most of your socials you can find us and our website is

John (21:02): Awesome. And the book is, will be available in, I don’t believe there’s an audio version, is there?

Hasan (21:07): There is,

John (21:08): Yeah, there is. Okay, so an audio and then in ebook format as well as hardcover and available depend upon when you’re listening to this available everywhere that you buy books.

Hasan (21:19): Yeah, it’s available now at time of recording. It’ll be released tomorrow, so it’ll be available by time

John (21:24): From that. And I should have mentioned this, but the book has been awarded. I don’t have it written here. Tell me the best business book in the UK in 2021 or something. You could do it better than I just did. Tell me what the award was.

Hasan (21:36): So we were surprised and happy to learn that we’d won our category of the startup category of the business book awards. And then it was like 12 different categories, and then it turned out we’d won the whole thing as well over all the categories. So we’d won the business book of the year 2021. It was actually, it’s based in the uk, but it’s an international award as well. The only country that the book hasn’t come out yet until now is in the US and Canada in North America. So yeah, it’s done really well. It’s really popular on Goodreads, it’s on YouTube a lot. Viral videos on YouTube summarizing it. So if you want to check it out a bit further, you can see some summaries on YouTube. You read all the reviews it’s doing, it’s thankfully, it’s spreading by word of mouth. People are loving it.

John (22:21): Awesome. Well, thanks so much for stopping by the Duct Tape Marketing Podcast, and hopefully we’ll run into you both, somewhere out there on the road.

How Ground Temperature Changes with Depth

ground temperature with depth


The study of ground temperature changes with depth is essential for understanding the thermal characteristics of the Earth’s crust. It provides valuable insights into various environmental processes and can be used in a range of applications, from geothermal energy production to climate modeling. By examining the factors that influence ground temperature, as well as the different layers and profiles within the ground, scientists can gain a more comprehensive understanding of how temperature varies at different depths. In this article, we will explore the various aspects of ground temperature changes with depth and their significance in different fields.

Introduction to ground temperature changes with depth

Ground temperature changes with depth refer to the variations in temperature that occur as we go deeper into the Earth’s surface. This phenomenon is influenced by various factors such as geography, climate, soil properties, and thermal conductivity. Understanding these changes is crucial for numerous applications, including geothermal energy extraction and geoengineering projects.

Factors That Affect Ground Temperature

There are several factors that can influence ground temperature. Geography and climate play a significant role, as regions closer to the equator experience higher temperatures compared to those near the poles. Additionally, soil properties, such as moisture content and composition, can impact heat transfer and thus affect ground temperature. These factors need to be considered when studying ground temperature changes with depth.

Geography and Climate

Geography and climate are important factors that influence ground temperature changes with depth. The geographical location of an area plays a role in determining the amount of incoming solar radiation, which affects the temperature at various depths. Additionally, different climates can lead to variations in ground temperature profiles due to variations in air temperature and precipitation patterns.

Soil Properties

Soil properties play a crucial role in determining ground temperature changes with depth. The composition, texture, and moisture content of the soil affect its ability to hold and transfer heat. Soil with high thermal conductivity will allow heat to pass through more easily, resulting in faster temperature changes with depth. On the other hand, soil with low thermal conductivity will have a slower temperature gradient. Moreover, different types of soil can have varying thermal properties, impacting how heat is distributed underground.

Ground Temperature Layers

Ground temperature layers refer to the different levels of temperature beneath the surface of the ground. These layers are influenced by factors such as soil properties, climate, and thermal conductivity. Understanding these layers is crucial in studying how ground temperature changes with depth.

Layer 1

Layer 1 of the ground temperature layers refers to the uppermost portion of the Earth’s surface, including the layer affected by atmospheric conditions. This layer experiences the most significant temperature fluctuations due to factors such as solar radiation and weather patterns.

Surface/Atmospheric Layer

The surface or atmospheric layer refers to the uppermost portion of the ground that is in direct contact with the atmosphere. This layer is influenced by various factors such as solar radiation, air temperature, and precipitation. It plays a crucial role in determining the overall temperature profile of the ground.

Layer 2

Layer 2 refers to the subsurface layer below the ground surface. It consists of various materials such as rocks, sediments, and soil. The temperature in this layer gradually decreases with increasing depth. Factors such as composition, moisture content, and thermal conductivity of the materials affect the rate of temperature change in this layer.

Ground Surface Layer

The ground surface layer, also known as the topsoil layer, refers to the uppermost portion of the ground. It is influenced by factors such as vegetation cover, human activity, and weather conditions. This layer plays a crucial role in regulating the exchange of heat between the atmosphere and the ground.

Ground Temperature Profile

The ground temperature profile refers to the distribution of temperature with depth in the ground. As you move deeper into the ground, the temperature usually increases. This profile can vary depending on factors such as climate, soil properties, and geographical location. Understanding the ground temperature profile is crucial for various applications, such as geothermal energy systems and climate studies.

Temperature Distribution

Temperature distribution refers to the way in which temperatures vary with depth in the ground. This distribution is influenced by factors such as sunlight, air temperature, and thermal properties of the soil. Understanding temperature distribution helps in assessing ground heat flux and designing efficient geothermal systems.

Monthly Temperatures

Monthly temperatures play a significant role in understanding ground temperature changes with depth. By analyzing the variations in temperature on a monthly basis, researchers can identify patterns and trends that help in determining how ground temperature fluctuates throughout the year. This data is crucial for various applications, such as analyzing climate change impacts and optimizing geothermal energy systems.

Soil Thermal Conductivity

Soil thermal conductivity refers to the ability of soil to conduct heat. It is a measure of how easily heat can pass through the soil. Factors that influence soil thermal conductivity include moisture content, mineral composition, and organic matter content. Good conductors of heat have higher thermal conductivity values, indicating that they can transfer heat more efficiently. The ability of soil to conduct heat plays a significant role in determining the temperature distribution within the ground as well as its response to external climate conditions.

Overview of Soil Thermal Conductivity

Soil thermal conductivity refers to the ability of soil to conduct heat. It is influenced by factors such as moisture content, type of soil, and organic matter. Understanding soil thermal conductivity is crucial in analyzing ground temperature changes with depth because it determines how heat is transferred within the soil. Factors like moisture content and composition affect the flow of heat, which in turn impacts the temperature profile at different depths. By examining soil thermal conductivity, scientists can better comprehend the patterns and variations in ground temperature distribution.

How Thermal Conductivity Affects Temperature Profile

Thermal conductivity plays a crucial role in determining the temperature profile of the ground. It refers to the ability of a material to conduct heat. Materials with high thermal conductivity, such as metals, transfer heat more efficiently than those with low thermal conductivity, like soil. In the context of ground temperature changes, soil thermal conductivity influences how heat is transferred from the surface to deeper layers. Soils with higher thermal conductivity will allow heat to penetrate deeper, resulting in a steeper temperature gradient with depth. On the other hand, soils with lower thermal conductivity may impede heat transfer, leading to a relatively uniform temperature distribution throughout the subsurface. Understanding how thermal conductivity affects temperature profiles is essential for various applications such as geothermal energy extraction and climate modeling.

Ground Temperature Monitoring

Ground temperature monitoring plays a crucial role in understanding the changes in ground temperature with depth. Various techniques, such as thermocouples, heat flux sensors, and fiber-optic distributed temperature sensing, are used to measure and monitor ground temperature. Accurate data acquisition and storage methods are employed to ensure reliable monitoring and analysis of ground temperature fluctuations over time.

Monitoring Techniques

Monitoring techniques play a crucial role in understanding ground temperature changes with depth. These techniques include the use of temperature sensors, borehole logging, and satellite remote sensing. By employing these methods, scientists can gather accurate and real-time data to study variations in ground temperature over time.

Data Acquisition and Storage

Data acquisition and storage is an essential aspect of monitoring ground temperature changes. Through various techniques such as thermocouples and remote sensing devices, data on ground temperature can be collected. This data is then stored in databases or cloud storage for analysis and future reference.

Examples of Ground Temperature Change

Examples of ground temperature change can be observed in various terrains and locations. For instance, mountainous regions tend to have cooler temperatures at deeper depths due to lower solar radiation exposure. Urban areas, on the other hand, experience higher temperatures near the surface due to the heat island effect caused by human activities and materials.

Examples of Temperature Changes on Different Terrains

Temperature changes on different terrains can vary significantly based on factors such as vegetation, elevation, and surface materials. For example, mountainous regions experience cooler temperatures due to higher elevation, while urban areas with concrete and asphalt surfaces tend to have higher temperatures due to the urban heat island effect. These variations highlight the impact of terrain on ground temperature changes.

Urban Heat Islands

Urban Heat Islands refer to urban areas that experience higher temperatures compared to surrounding rural areas due to human activities and the built environment. The presence of concrete, asphalt, and limited vegetation in cities leads to increased absorption and retention of heat, leading to a rise in temperatures. This phenomenon can have adverse effects on energy consumption, air quality, and human health. Understanding the factors contributing to Urban Heat Islands is crucial for urban planning and mitigating their impacts.

Applications of Ground Temperature Changes

Ground temperature changes have a wide range of practical applications. One significant application is in the field of geoengineering, where knowledge of ground temperature profiles is essential for designing structures and underground constructions. Ground temperature changes also play a crucial role in geothermal energy production, as it helps in determining the feasibility and efficiency of geothermal systems. These applications demonstrate the importance of understanding ground temperature changes and their implications in various industries and sectors.


Geoengineering refers to the deliberate manipulation of the earth’s climate system to mitigate the impacts of climate change. It involves various techniques such as solar radiation management and carbon dioxide removal. By understanding ground temperature changes with depth, scientists can better assess the potential effectiveness and environmental impacts of geoengineering solutions.

Geothermal Applications

Geothermal energy is a renewable source of energy that utilizes the heat stored within the Earth. The ground temperature changes with depth play a crucial role in geothermal applications. Geothermal power plants harness the natural heat from deep beneath the surface to generate electricity. This is done by using the hotter temperatures found at greater depths and pumping the hot water or steam to drive turbines, thus producing clean energy. Additionally, in residential and commercial settings, geothermal heat pumps use the stable ground temperatures for heating and cooling purposes. These systems circulate fluid through underground pipes to transfer heat either into buildings during winter or back into the ground during summer, providing efficient heating and cooling solutions while reducing carbon emissions. Overall, understanding ground temperature changes with depth is essential for harnessing geothermal energy and promoting sustainable practices worldwide.


In conclusion, understanding the changes in ground temperature with depth is crucial for various applications. Factors like geography, climate, and soil properties play a significant role in determining these temperature variations. By monitoring and analyzing ground temperature profiles, we can gain valuable insights that can aid in geoengineering projects and geothermal applications. With further research and advancements in technology, we can continue to explore the depths of ground temperature changes and uncover new possibilities for environmental management and energy solutions.

Summary of Ground Temperature Changes with Depth

Ground temperature changes with depth, influenced by factors such as geography, climate, and soil properties. The temperature profile consists of layers, with the surface layer being most affected by atmospheric conditions. Soil thermal conductivity plays a significant role in determining the temperature distribution. Monitoring techniques and data acquisition are crucial for studying temperature changes. Examples of temperature variations on different terrains and the phenomenon of urban heat islands provide practical applications for understanding ground temperature changes. Overall, understanding these changes has implications for geothermal applications and geoengineering efforts to mitigate climate change.

Future Prospects

Future Prospects: As technology and research continue to advance, the understanding of ground temperature changes with depth will become more precise. This will allow for more accurate predictions of climate patterns, improved geothermal energy utilization, and effective planning for sustainable urban development.

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Solar Panels Transform China’s Largest Mining Wasteland into Flourishing Ecosystem

Larger Solar Power Systems

China’s largest open mining wasteland is getting a new lease of life thanks to a solar panel field installation. Rows of photovoltaic panels have been installed across the barren wasteland located in the Xilingol League, Inner Mongolia Autonomous Region. The project is part of China’s push towards clean energy and restoring ecosystems.

The installation of the solar panels will help reduce coal consumption, cut carbon dioxide emissions, and reintroduce flora to the barren land. Apart from being an energy source, the project serves as an environmental initiative to address the wasteland’s poor conditions caused by mining activities over the years.

In recent years, China has been making significant strides towards renewable energy and sustainable development. The country has set ambitious targets for reducing carbon emissions and is investing heavily in clean energy technology. This project in the Xilingol League is just one of many efforts to meet these targets.

The solar panel field is a positive example of environmental restoration and the transition towards clean energy. It provides both environmental and economic benefits by reducing China’s reliance on coal and creating new job opportunities in the renewable energy sector.

The project has been widely lauded for its potential to transform large-scale wastelands into a more habitable environment while improving air quality and reducing greenhouse gas emissions. As more countries turn towards renewable energy, this project serves as a model for success in both environmental and economic aspects.

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2023’s Renewable Energy Surge: China Dominates as Global Capacity Hits New Highs

Credit: US department of Agriculture

The world has set new records in clean energy generation in 2023, with China leading the way. As per data from Global Energy Monitor, China is on track to exceed its ambitious target of generating 1,200 gigawatts of utility-scale solar and wind power capacity by 2030, five years ahead of schedule if all planned projects are successfully executed.

This report comes as great news for the global push toward renewable energy. China’s impressive progress in clean energy development is particularly surprising considering the country’s previous reputation as one of the world’s biggest polluters.

While the US, UK, and Germany have been lagging behind in clean energy growth, China has surpassed all expectations and taken the lead in this fast-evolving industry.

The Global Wind Energy Council highlighted that China was one of the few growing markets in the wind energy sector this year. Faster permitting and other improvements in key markets such as Germany and India also contributed to the global growth of wind energy.

It is clear that China is making significant strides towards achieving a sustainable future. The country’s efforts in clean energy generation are a step in the right direction and are expected to inspire other nations to follow suit.

As we move forward, it is essential that more countries join the fight against climate change and embrace renewable energy in all possible ways. By prioritizing clean energy generation, we can collectively work towards a cleaner, greener, and more sustainable planet.

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How to Maximize the Performance of Your Solar Panels in Winter

Navigating the Winter Landscape – Ensuring Solar Panel Efficiency

Harnessing the Winter Sun: A Solar Panel’s Journey

As the four seasons turn and the crisp cold weather blankets the landscape, the performance of solar panels becomes a focal topic for many environmentally-conscious individuals. Contrary to the chilly misconception, solar panels work remarkably well in winter weather conditions. In fact, solar panels can be more efficient in the cooler temperatures of winter months than during the scorching summer, provided they receive direct sunlight.

Understanding Solar Panels Work in Winter

The science behind how solar panels work in winter is deeply rooted in the photovoltaic properties of solar cells. These cells convert the sun’s rays into electricity, and they actually operate more efficiently in colder temperatures. The ambient overcast days of winter do not necessarily mean less energy production. Solar panels are designed to capture the diffuse light that filters through clouds, maintaining energy output even when it’s not brilliantly sunny.

However, it’s crucial to acknowledge that while solar power systems remain functional, the winter season does bring shorter days and thus fewer daylight hours for energy production. This seasonality must be considered when looking at the overall amount of electricity generation.

Optimizing Solar Energy Production Amidst Snow and Cloud Cover

To optimize solar panels’ performance during winter days, one must address the twin challenges of snowfall and potential heavy snow accumulation. Snow on your panels can hinder the intake of the sun’s energy, but when managed properly, the smooth surfaces of solar panels can actually help the snow to melt and slide off more efficiently.

The energy output of solar panels during cloudy days may slightly decline, leading to less energy generation compared to the longer, sunnier days. However, solar systems are still capable of producing a substantial amount of power, even with cloud cover, which can be mitigated by strategic panel positioning and proper maintenance.

Pre-Winter Preparation: A Key to Solar Panel Optimization

Going solar is a commitment to year-round energy management. Before the onset of winter, homeowners and solar system operators should ensure that their solar panels are properly installed with the correct tilt angle—optimized for winter sun’s lower path in the sky. This allows for maximum direct sunlight exposure and efficient energy production, even during the shorter days.

Preparing solar panels to work in winter also involves a pre-winter check to clear any debris that could hinder performance. This is where the concept of net metering can come into play, allowing you to bank excess energy produced on those clearer, sunnier days and use it when production may wane.

In conclusion, the cold winter months don’t have to mean a significant drop in your solar system’s performance. With proper care, optimization, and a good understanding of how solar panels work in these conditions, you can maintain a robust and efficient energy system all year round. Stay tuned for the next section, where we’ll delve into the strategies and tools necessary for snow removal and the adjustments needed to keep your solar panels functioning optimally in winter.

Strategic Adjustments for Winter’s Solar Challenges

Adjusting to the Shorter Days: Solar Panel Angle Optimization

The tilt of your solar array becomes significantly more crucial as the sun hangs lower in the sky during the cold winter months. For those living in regions far from the equator, the winter sun traces a much shorter and lower arc across the sky. This requires an adjustment to your solar panel installation angle to maintain an optimal intake of the sun’s rays.

Adjusting the mounting points to increase the tilt angle helps capture more direct sunlight, which is scarce during the shorter days. This helps mitigate the reduced efficiency that may come from the panels being lower in the sky. A solar panel poised at the correct angle can capture the sun’s rays more efficiently, converting them into a greater amount of electricity generation.

Maintaining Peak Efficiency During Snowfall and Heavy Snow

When a layer of snow blankets your panels, it can reduce the amount of sun hitting the cells, which is vital for electricity production. It’s a balancing act; while a dusting of snow can sometimes slide off smoothly from the slick surface of the panels, heavier snowfalls require your intervention.

The key is to remove snow without damaging your solar panels. Using a roof rake with a soft rubber squeegee can prevent scratches on the solar cells. Some solar systems are built without frames, making them less prone to snow accumulation, but if yours do have frames, you’ll need to pay extra attention to prevent ice accumulation around these edges.

Solar Panel Performance: Mitigating Energy Output Fluctuations

Even with perfect snow management, the reality of producing less energy during the cold winter months must be addressed. Energy usage typically increases due to longer nights and the need for lighting and heating, which means that solar systems have to work harder to meet demand. The efficiency of your solar cells during cloudy days can be enhanced through the use of solar trackers that follow the sun’s movement, ensuring maximum exposure throughout the day.

Additionally, solar panels don’t just stop working because there’s snow or it’s cold; they continue to perform and generate electricity. For instance, a phenomenon known as the albedo effect can actually help solar panels. Snow on the ground can reflect sunlight, potentially increasing the overall amount of light hitting your panels from below.

Harnessing Renewable Energy: Storage and Consumption

To truly optimize your solar energy production, consider pairing your solar array with a battery storage system. This allows the energy produced on sunny days to be stored and used when production dips. Energy storage systems can provide a buffer and ensure a steady electricity supply throughout the winter months.

Furthermore, engaging in energy-saving practices can reduce the overall amount of energy needed, thus lessening the burden on your solar system. Simple measures like upgrading to LED lighting, insulating your home, and using energy-efficient appliances can make a significant difference in your energy usage.

Leveraging Net Metering in the Winter Months

For solar panel owners, net metering can be a beneficial arrangement during winter. When your system produces more energy than you consume, the excess can be sent back to the grid, often earning you credits. During the winter, when your system might produce less energy, you can use these credits to draw from the grid, effectively lowering your overall costs.

In summary, there are several proactive steps you can take to ensure your solar panels maintain high performance during winter. From adjusting the angle of your panels to adopting energy-saving measures and considering energy storage options, each strategy plays a crucial role in optimizing your renewable energy system in the face of winter’s challenges. In the next part, we will explore the special considerations for residential versus commercial solar panel setups and how to prepare for the long-term care of your system beyond the winter season. Stay tuned for more expert advice on maintaining an efficient solar energy system year-round.

Approaches and Long-Term Strategies for Winter Solar Efficacy

Differentiating Residential and Commercial Solar Needs During the Cold Winter Months

When it comes to optimizing solar panels for winter conditions, the approach can vary significantly between residential and commercial solar systems. Residential homeowners often have smaller-scale solar arrays, typically installed on rooftops. These systems require individual attention to each panel to ensure they’re clear of snow and able to efficiently convert electron to electricity despite the lower solar panel positioning relative to the sun’s winter trajectory.

Commercial solar arrays, on the other hand, are generally larger and may cover vast areas of flat commercial roofing or ground space. These systems can benefit from automated snow removal solutions and advanced energy management systems that help mitigate the effects of heavy snowfall and reduced daylight hours. Moreover, commercial entities often have the capital to invest in more robust solar photovoltaic technology, which can include integrated heating elements to melt snow or advanced coatings that repel ice and snow.

Proactive Winterization: The Key to Maintaining Peak Solar Panel Performance

For both residential and commercial solar panel owners, the advent of the cold winter months signals the time for a comprehensive solar system’s check-up. This includes ensuring that all mounting points are secure and that the system can withstand heavier snowfalls without any structural issues. It’s also a time to verify that net metering arrangements are in place, as this can significantly offset the lower cost energy production during the overcast days typical of winter.

Regular dusting of snow from the panels and ensuring that they are without frames that could trap snow and ice is essential. The aim is to reduce the amount of shade and allow for the maximum amount of sun to hit the cells, especially since the days mean fewer hours of sunlight. With the ambient light reduced, every photon counts towards maximizing the solar panels’ energy during winter.

Harnessing Ambient Light: Overcoming the Challenge of Overcast Skies

While the solar panels don’t cease operation during cloudy days, the overall amount of energy they can produce is naturally lower. This can be combatted by optimizing the system’s intake of the sun’s diffused light during overcast conditions. Solar cells are capable of converting indirect, ambient sunlight into power, albeit at a reduced efficiency. This is where the design and orientation of the solar array come into play. Panels that are angled to maximize the capture of sunlight throughout the day will continue to perform and generate electricity, even when the weather is less than ideal.

Long-Term Care for Year-Round Solar Efficiency

The long-term care of solar panels is not limited to the winter months. It encompasses a year-round commitment to maintenance and optimization. Regular cleaning to remove any debris or residues that could affect performance is essential. Additionally, monitoring the system for any signs of wear or damage, particularly after extreme weather events, is crucial for maintaining a high level of energy production.

Preparing for the Future: Embracing Advanced Solar Technologies

As solar technology advances, new solutions are emerging that promise to make solar panels more resilient and efficient in all weather conditions. Innovations such as bifacial solar panels, which can absorb light from both sides, and solar cells that can operate with a high degree of efficiency even in low-light conditions, are on the horizon. By staying informed about these advancements and considering their integration into existing systems, solar panel owners can ensure that their investment continues to yield returns, regardless of the season.

In conclusion, while the winter months present distinct challenges for solar panel efficiency, a combination of tailored adjustments, proactive maintenance, and strategic planning can ensure that your solar system remains a reliable source of renewable energy throughout the season. With the right approach, the shorter days and colder temperatures can be navigated successfully, securing sustainable energy production until the warmer days return.

The post How to Maximize the Performance of Your Solar Panels in Winter appeared first on LatestSolarNews.

The Negativity Fast: How a Simple Practice Can Transform Your Life

The Negativity Fast: How a Simple Practice Can Transform Your Life written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Anthony Iannarino, a renowned expert in B2B sales, bestselling author, and advocate for positivity. With decades of experience generating millions in revenue, Anthony shared insights from his latest book, “The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.”

Embark on a transformative journey as Anthony breaks down practical strategies to eliminate negativity, increase positivity, and redefine success. Explore the surprising intersection of sales expertise and self-help wisdom as Anthony discusses his unique perspective on personal development.


Key Takeaways

In this insightful episode, Anthony Iannarino, a luminary in B2B sales and bestselling author, unveils the transformative power of his Negativity Fast method. He explores the dynamic relationship between positivity and success, sharing a practical 30-day plan to detox from negativity. Anthony emphasizes the game-changing impact of gratitude, backed by science, on cognitive function and overall well-being. Delve into cognitive behavioral techniques and the A, B, C model for reshaping beliefs and cultivating a resilient mindset. Lastly, discover the profound effects of acts of kindness on personal well-being, as Anthony shares heartwarming stories from his own journey.

This episode serves as a holistic guide for individuals seeking to break free from negativity, enhance their mindset, and achieve unparalleled success.


Questions I ask Anthony Iannarino:

[00:41] Positivity Buffet or Negativity Fast, how best will you describe your approach?

[01:21] How does someone with your experience in Sales find themselves writing a self help book?

[04:53] Explain the relationship between ‘lying to ourselves’ and positivity?

[06:01] What are some of the most fulfilling practices in trying to cultivate positivity?

[07:38] What are some of your morning and evening positivity enhancing rituals ?

[10:39] How do you maintain a balance between the unpleasant things to be aware of and a positive mindset?

[12:19] Do you find it easier to NOT let daily disappointments affect your mood?

[14:44] What advice do you have for someone to begin a negativity fast?

[18:17] Where can people connect with you and obtain a copy of your book?


More About Anthony Iannarino:

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Connect with John Jantsch on LinkedIn


John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Anthony Iannarino. He is a renowned expert in B2B sales with decades of experience and a track record of generating tens of millions of dollars in revenue. He’s also the bestselling author of five books, including one we’re going to talk about today called The Negativity Fast Proven Techniques to Increase Positivity, reduce Fear, and Boost Success. So Anthony, welcome back to the show.

Anthony (00:39): Thanks for having me back. It’s good to see you again.

John (00:41): So I got a kick out of Seth’s comment on the top that this book actually called the Positivity Buffet. So what gives, is it positivity buffet or is it negativity fast?

Anthony (00:55): It’s negativity fast until Seth says it’s the positivity buffet and then it’s the positivity Buffet. Just one of my favorite people and a great mentor for me. Yeah,

John (01:07): Kind to endorse my first book back in 2007. So he’s been a long time friend and mentor of mine as well. So you’re a sales guy. I mean, can I call you that?

Anthony (01:18): Yeah.

John (01:21): What’s a sales guy doing? Writing. What kind of feels like a self-help book?

Anthony (01:25): It’s a self-help book. And you know what? My friends that put it under sales and selling and management, and I had to ask them to put the self-help on there. So I went to a Barnes and Noble to see if they had it, and they’re like, why is that in business? It should be in personal development. And I’m like, I didn’t have anything to do with it. It’s a publisher, right? And

John (01:44): The

Anthony (01:45): Publisher decided what they were going to do. This has been a passion of me for a long time. I went to college when I was 26 after having two brain surgeries, I decided I should do something with what was left in my brain. So I went to college political science, all you do is argue with people instead of political science. That’s all you do. It’s just constant back and forth. Then I went to law school, which was even more political than school, and I ended up being angry about politics and geopolitics and all the ways I wanted the world to look better than it does right now. And eventually I realized you’re really angry. And I had one of my professors who said, you just have to let go of all this, which is the worst advice ever. How do you just let go? I don’t know how you do it.

(02:37): I’d say it to do it in this book, but I don’t know how to tell you how to do it. And I decided that I was going to do 30 days getting rid of all of the negative sources in my life. So any cable news that’s all gone. Am radio’s gone, everything’s gone. I got rid of all of it. I liked it so much, I did it 60 more days and then I did it 30 more days. And in that last 30 days, I realized not only do you have to get rid of the negative things, those negative sources, but you also have to replace it with something positive. So for me that was Les Brown Zigs, Anthony Robbins, Steven Covey, like anybody who was just positive and future oriented. That’s all I listened to for 30 days. And now I just have never gone back. So I’m now much happier. I’m not political, I’m what I’m calling post political because it’s just hard with all this divisiveness. So I’m not a divisive guy. So I think that the better way to do it is to try not to spend a lot of time with politics.

John (03:42): So I mean, in a lot of ways what you just described there was your fast, right? And that I’m guessing is obviously is what you’re prescribing as a path for many people to at least give a try.

Anthony (03:57): And I have to tell you that there’s 11 chapters before we get to the fast. And most of them I will tell you, is me explaining to you that you make yourself negative. And that’s a hard thing for people to understand. So the complaining that you do, that’s all you. And I wish I would’ve known this earlier when I was doing the research on this book. I cited everything in the book, but if you are a chronic complainer, your hippocampus in your brain will start to shrink and you will not be as good of a thinker as you are and you’ll have trouble solving your own problems. Who knows? That kind of thing. I wish I would’ve known it. It was not in the book, I got it right after that. But it’s us making ourselves angry and unhappy by what we say to ourselves most of the time.

John (04:51): And one of the things to tee another one of those up, you talk about how we lie to ourselves, unpack that idea.

Anthony (04:58): My younger brother is a comedian and he’s always unhappy driving from Ohio to Florida, and then I’ll spend months down there. And he believed that everybody had road rage because they were trying to get in front of him. And people drive poorly in Florida for sure. I know they’re the worst. But one day somebody was trying to cut in front of him and he looked at the guy’s face and he thought, this guy’s too far away from a rest stop and he really needs to get to a rest stop. And I said, now how would you know that? And he goes, it happens to me all the time. And because it’s happened to him now he has the empathy for this other person. And I said, all you did was lie to yourself. You don’t know that guy wasn’t road rage or I don’t know. But he decided that’s what he was going to do. He’s a lot happier. He just lets everybody go. And that was him making himself miserable for 20 years and now just dropping it just like that. I wasn’t prepared to have to put him in my book, but I thought that was a really good addition.

John (06:01): So you talked about how the first few chapters, I think it’s the first 10 or so, talk about the negative things that we do. But then obviously you get into some things like gratitude, I mean habits or practices that you talked about eliminating, but then filling. So what are some of the best filling, if you will, practices

Anthony (06:22): Gratitude’s the top of the heap? I mean, there’s nothing even like it. In fact, as I was writing this book and I was studying gratitude, the claims on gratitude are so many and so outrageous. You look at it and you go, it can’t be true. You will have better cognitive functioning, you will have less inflammation in your body. You will have less of a risk of having a heart attack. You will have less anxiety, stress, depression, all of these things. And you’re reading all these and you’re going, how much work does gratitude do? It does so much work and you don’t know that until you start to look at all the claims. And so I decided, well, I will cite that. And then my editor said, no, cite everything. So every claim in the book is backed by science. I read all the papers. I did my best to distill it and make it a fun book that you’re going to enjoy even though it’s got some science in it, but it’s not a science book. So it’s not a hard book to read. And everything in it is really practical and tactical. I think that’s what I want to write. I want to write something that you can read it and say, I could do that and that would help most people feel better.

John (07:38): So I think a lot of what you’re talking about, I’ve used the word habit, I think already you get into habits, better habits as opposed to the bad habits of waking up and reading CN or whatever. So do you have some rituals or habits yourself that you pretty much say every morning or every evening, I’m going to do X, Y, Z?

Anthony (07:58): Yeah, I’ll tell you the best one on gratitude. So for anybody that’s listening to this and you want to have less stress, less anxiety, and to feel a lot better, this comes from the person that we call the father of positive psychology. So Martin Seligman and Seligman is a wonderful writer. And one thing in the book called Hope Circuit, which is a really good book, he describes a study that they did and they called it Three Blessings and Three Blessings. All you have to do is at the end of your day, don’t do the gratitude journal in the morning. You do it at the end of the day and you write down the three good things that happened to you and why those things went well for you. And you do that according to Seligman for two weeks and for at least six months people have less anxiety, less stress, and less depression.

(08:52): He says in the Hope Circuit that he believes that this is more powerful than pharmaceuticals or psychoanalysis and these are the things that are not taught to us. I mean, you probably just heard this three blessings for the first time would’ve been nice to know this maybe in seventh grade or eighth grade or when you’re a teenager and you’re really grouchy all the time, you’re really negative through that period of time. But I’ve done this for a long time and I will say, I’ll give you one piece of advice. If you want to do this, get a journal and write it down. Write down the three blessings every single day, whatever went good. And then in about a month go back and just start reading those entries and you’ll start to think a lot of good things happen to me, like every day good things happen to me. And because you’re writing it down and you’ve got this record of having all these good things happen, it can start changing how you feel about things in other ways.

John (09:49): And I think that’s particularly, it’s powerful for everyone, but I know a lot of entrepreneurs beat themselves up because they haven’t achieved where they want to go. And I think a lot of that stress is just what you mentioned. They don’t turn around and go, but look how far we’ve come. And I think that what you’re talking about is celebrating the little wins because unfortunately, the only thing that seems to stick with us is how I failed today. Right. So great practice. You talked about some of the things you kept out of your life, you learned some things that I’m on social media only because it’s a channel for marketing for us, but it’s a terrible, I mean it can cause a lot of negativity. You mentioned politics, I mean, heaven forbid that it just seems like the last 10 years have just gotten worse and worse. I mean, how do we keep away from some of the stuff that, I mean there’s nothing wrong with, or I should say there are some potential positive things about being informed. So how do you balance that? You’re not saying stick your head in the sand, but I’m going to ignore all of that stuff out there when there is actually a level of news that maybe you should be aware of.

Anthony (11:03): I like The Economist because it’s not trying to divide Americans into two tribes. So I like that because British and they’re not so divisive as we are here. Anyway, the other thing I would tell you is that my wife is always unhappy with me because she’ll say, did you see that story today? And I didn’t get to see it. And when people say, how do you just leave all that stuff out? And what do you know when something happens? How are you going to know? All the negative people are going to tell you, you don’t have to wait very long. They’ll tell you something bad happened though. They can’t wait to tell you that. And most of those things I can’t do anything about. And I have an awareness, but I don’t have an attachment to it. So being aware is one thing being attached, and that’s a very different sort of problem for people to have.

John (11:54): You found that over time, because I think some of the practices you’re talking about, I feel like they’re cumulative. Would you say that’s somewhat true that you start practicing gratitude and things, it just starts working on other parts of you, but let’s face it, that big sale that you thought you were going to get didn’t come through kind of a bummer moment of the day. Do you find that you have more ability to maybe snap back out of that kind of change your state instead of letting it dictate your day?

Anthony (12:22): It’s either a loss or it’s a lesson. I mean, so that’s what a sales guy would say, but I’m desensitized to the word no or to losing a deal because after you do it for 37 years, you are pretty desensitized. So I would tell you over time, if you just look at a loss and you say, what did I learn? How could it make me more effective in the future? It’s a hundred percent worth trying to do with that. Instead of saying, well, I lost this and there’s no way for her to cover, I’ve lost deals plenty of times. I’ll tell you, it took me seven years to win PetSmart, seven years. And I had my peers saying, why don’t you give up? And I’m like, because I don’t get a commission check. If I give up, I have to keep going. The woman who kept me out let me in one day, and I was talking to the senior leader and I had seven years with 2 million a year from PetSmart. So just keep playing the game. If you’re an entrepreneur, I mean, I know that you’ve seen all of the cartoons of the path to success as an entrepreneur. It’s all over the map, right? So you get some progress, you go back. That’s just how any good pursuit actually goes. It doesn’t ever just go a straight line, you won. Nope. That’s rare, right? I would say,

John (13:45): Oh, absolutely. In fact, I’ve been at this game for a long time and one of the things you realize over time, and I think that’s why entrepreneurs are kind of a strange breed of resilience over time, I think you start to realize, you start seeing, I didn’t get that deal because I was meant to get this deal. And actually that deal would’ve been a bad deal. I think you start seeing examples of that happening and go, oh, maybe I shouldn’t sweat what I thought was a loss at the moment because something’s going to happen. But that takes time, that takes experience

Anthony (14:16): Of those clients that you’re describing. I know those. And when they say we might not be a good fit for each other, you’re like, how fast can I get out of here? I’m ready to go now.

John (14:27): Alright, so because it’s, and maybe it’s the last chapter, let me double check, but I think it’s the last chapter, the fast itself for the last bit that we have left here, kind of if somebody is listening and thinks, okay, obviously we want them to get the book so they get the full detail, but to give us a little taste of how somebody would get started, what a negativity fast would look like that you describe in

Anthony (14:50): That chapter, in that final chapter, what I would want you to do is to start to say, what are the kinds of things that trigger me? And you’re really triggering yourself when you do that, but it’s worth knowing that this isn’t something that bothers me. I’m too connected to politics or whatever else they’re connected to that’s negative. I would say you make a list of those things. I will tell you though, don’t start with people. That’s exactly the wrong way to do this. The people come at the end, which people do I need to spend less time with? But don’t do that at the beginning because you want to take care of the things that are really about you and what you do. And I’ll just give you a quick story. Albert Ellis is the guy that created CB Cognitive Behavioral Therapy, very powerful stuff. I actually did it at one time to help get rid of some of my anger and it worked perfectly.

(15:46): But Albert Ellison would say that you have an A, B and a C. The A is the activating event, and then the B is your belief about it. And then the C is the consequences on how you respond to that. And my brother, all they do is they switch the belief and if you switch the belief that it’s not road rage, that person’s trying to get a prescription home to their young sick kid or something. And you can lie to yourself like that all the time. You’re mostly lying to yourself about the triggers. Anyway, so you might as well get around that. And if I could say just one other thing that I would want to share. The thing that seems to be the most popular in this book is my love for being a bail bondsman for dogs. So I go to the Humane Society at the end of every year, and I buy all the dogs.

(16:37): That’s normally about nine dogs. I do not take these dogs home. I would be divorced immediately if I brought another dog into the house. They take the money and they’re happy. And the last time I was there, they said, would you just let us keep the money because we’re going to have some difficult dogs that need training? I said, you could use the money however you want. They said, well, you take a picture with this pit bull, big pit bull. Very not aggressive in a mean way, but just really wanted attention. So I took a picture with them and they put it on their website and it went on to Facebook. And some woman read this that said, this angel came in and bought these dogs. I didn’t think of it like that, but I thought was a bond Spellman. So the woman came in the next day and she bought all of the cats.

(17:24): I don’t know, that’s like 46,000 cats in a humane society. She bought all of them. And then two of my friends saw this and they said, you mean we can buy the dogs and we don’t have to take ’em? And I’m like, of course you can just go in. And so they went in and bought four or more dogs, just gave them the money. If you really want to feel good, if you’re really negative, if you really just don’t feel good, go do something for somebody else because you will disappear and you will be there just for that person and you’ll feel so good. It’s called Helpers High. Don’t even need a medical card to do it. You could just go out and help somebody, a homeless person, go to a pantry, do whatever you could do, but that will make you feel so much better just like this. You can’t be in both of those states at the same time.

John (18:12): Yeah. Awesome. Well, Anthony, it was great catching up with you and hearing about the negativity fast. Is there anywhere you’d invite somebody to connect with you or learn more about the book itself?

Anthony (18:22): LinkedIn’s a good place to connect with me. And then I think if you go to the, that’ll take you to a page and you can also find it on Amazon and Barnes and Noble.

John (18:34): Awesome. Well, great book. Appreciate you taking a few moments to stop by, and hopefully we’ll run into you one of these days out there on the road.

Service Revolution: The Art of Turning Expertise into Scalable Products

Service Revolution: The Art of Turning Expertise into Scalable Products written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I  unravel the intricacies of service marketing and dive into a groundbreaking approach that transforms expertise into scalable products. The discussion revolves around the revolutionary concept of productizing services and its profound impact on agency growth.

Key Takeaways:

Discover the game-changing strategy of productizing services, revolutionizing scalability, and enhancing profitability. From simplifying communication and shortening sales cycles to delivering a superior customer experience, learn how to navigate challenges and unlock unparalleled success in your service business.

In this episode, you’ll learn:

  • The evolution of service marketing
  • How to scale with clarity
  • How to achieve profitability beyond expectations
  • The customer-centric approach
  • How to overcome diverse challenges

Join me in this episode as we embark on a journey to revolutionize service marketing, unlocking the potential to turn expertise into scalable products. Listen now to gain a competitive edge and elevate your service business to new heights.


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Connect with John Jantsch on LinkedIn


John (00:03): That’s right. It’s just me. I got a topic I want to talk about. This is a topic that maybe I haven’t talked so directly about, but in a lot of ways it’s been a big part of my work. It’s something that I’ve talked about for years, but I want to hit it head on today. And that’s if you are a service provider. I want to talk about the idea of productizing your service. So what do I mean by that? What I mean is creating service offerings that you can describe, explain price deliver almost as though they were a product I have for years delivered something we call Strategy First, and it is essentially our approach to developing strategy. So it is a service that we offer to business owners and we have dialed that in so thoroughly. Frankly, it was actually the genesis of Duct Tape Marketing of me creating the approach to Duct Tape Marketing was that I was a little frustrated going out and essentially delivering my marketing services in not a one-off fashion, but in a custom fashion almost whatever somebody needed.

(01:15): That’s what we designed a proposal around. That’s what we delivered. That’s how I priced it. And a lot of agencies do that. You can build a nice business doing that. But I was frustrated because I just felt like I was working more and making less as I grew that. So I created this productized approach. I called a marketing system, and we all the way down to exactly what happens when a client signs on to all the way through the way they’re onboarded. Everything we deliver in the final is really packaged up in a way that I can call it a product. That’s why we gave it a brand name. So that’s the idea behind a productized service. Now, I used an example of marketing, frankly. Accounting can have productized services, legal services can be productized, any kind of consulting can and in my view should be productized.

(02:07): There are some, I think some glaring benefits to why you might want to do this. The first one I started talking about is scalability. It is very difficult to scale an offering that is made up every time that is new for every customer. That is, and here’s my favorite word, bespoke. It’s very difficult to scale that because in a lot of ways it takes the enormous experience and let’s call it brainpower of the person who can be that nimble and deliver every single time. Now, there’s probably a place out there in the world for completely customized versions of service delivery, and in fact, we do it in the right circumstances. But for the most part, if you want to scale a service business, you have to create something that is very easy to message, that is very easy to explain. And frankly, when it comes to scale is easy to actually delegate and hire people and to train people how to deliver that package.

(03:13): And that’s much harder to do if essentially everybody’s making it up every single time they go out and work with a new client. So to me, that scalability is probably the leading benefit of doing this. I already mentioned this a little bit, but the sales process gets so much simpler Instead of, okay, what do you need? Okay, we’ll put together a proposal. Okay, we’ll refine their proposal. We’ll make it fit to the budget that you have. When you’re able to walk in and say, here’s what I’m going to do, here’s what you’re going to do. Here are the results we hope to get from this approach. And by the way, here’s what it costs. Shortens the sales cycle, which to me is a great thing. You get a yes or a no, but it also makes it very easy for you to explain exactly what somebody’s getting.

(04:01): I mean, that’s one of the most valuable things you can have in a sailing situation is something that’s very simple to explain. Somebody can get it. They can see on one sheet of paper, here’s what we’re going to do. It also will lead to much higher profit margins. And one of the reasons for that is that when you’re constantly having to figure out how to serve a client, have to write proposals, how to create whatever the deliverable calls for based on the scope of their proposal, there’s a lot of learning that goes into that. And if you can create a repeatable process, you will get better at delivering value because you’ve done it before. You will get faster at delivering value because you’ve done it many times now. And consequently, those two things alone will lead to much higher profitability. But the final piece that I think a lot of people underestimate is when you’ve got something that you can actually show somebody, here’s a proven process to get you results, it is very simple to explain to them exactly what they’re going to get.

(05:15): You can also charge a premium. So you’ve got really that profitability working two ways for you. You can generally charge more for a name branded service offering that you can now deliver very affordably or much quicker, or you can delegate to work to people that are at a much less experienced than you. It just leads to a much more profitable, and here’s the final reason to do it. And frankly, if all those other reasons weren’t enough, the final benefit or reason for doing this is that it’s a better customer experience. I know that everybody, I mean, everybody we talk to, it’s like, no, I want want something that’s tailored just to my needs. Well, on the surface, that sounds really great, but you rather have something that I’ve actually worked on for years and refined and evolved and seeing what works and seeing what doesn’t work.

(06:12): I can deliver. You can deliver much greater value by having a proven process. Now it takes time to prove that, to refine it. I mean, we’ve been doing this for 25 years and it’s evolved every single year for us as well. So to me, the product itself, because we have focused on here’s what you get, here’s what it costs, has gotten much, much better. Now, are there challenges in productizing? Some of what you’ll run up against is just what I mentioned. People want a custom approach. They don’t want cookie cutter. They feel like if it’s not created just for them that there’s something less. And so it really becomes important for you to not only create that productized approach, but be able to communicate very effectively the value, what’s in it for them. I think when people start to realize that by creating a repeatable system, you give people not only the option of getting a better end service, but you also get far better at delivering it.

(07:18): There’s just so much more value in it for them. So I think that the messaging really has to be about that is a lot of times people focus on, well, we can deliver this better, or we just get, we’ve got this down so that we have a very fulfillment engine that is very productized. It’s very systemized. But the key of course, is helping that buyer, that customer, that client understand why that is so much more valuable to them. So how do you get started doing something like this? Because one of the challenges I think a lot of people have in productizing, if you will, is that they’re serving such a diverse market. It’s very hard to actually create one or two or three things, packages, products, if you will, for all of the services that they might be able to offer. So it does help if you can narrow your focus first off.

(08:10): So I’m not necessarily saying a niche, maybe it is for you, but at the very least, who are the top 20% of your customers? What do they need today? What are the problems that you’re solving for them? Could you actually create or think in terms of creating a package just for them? You’ve got to standardize the offering. It’s not enough to just say, oh, this is this and it costs this. You’ve got to work on even the promotional materials need to standardize. Here’s what you get. Here are the benefits of this. Here’s why this approach works. So just even creating marketing materials for it, you have to standardize, but then you have to start writing SOPs. You have to actually map out, whether you call it a fulfillment engine or whatever you call it, you have to map out when this happens, then this happens.

(09:00): So at the global level, you have to at least have the little boxes and arrows that point to that. But then each one of those boxes, particularly critical steps, you need to maybe create an entire training process or SOP around. And I know that this can sound like, well, it is time consuming and it sounds like it because it’s, but ultimately, if you spend several weeks even creating this repeatable system that then can serve you for years and that you can delegate and you can scale your business and you can be more profitable, probably the best couple of weeks that you’ve ever spent in terms of working on your business after you productize it, then it’s field testing. I mean, you could sit in a lab all day long and create what you think is the most brilliant approach to delivering your services in a productized manner.

(09:51): Just go out there and start doing it. Start telling people, maybe give ’em option A, B, and C, but this is what I’m going to do. This is what you’re going to do. Here are the results we hope to get, and here’s what it costs. Do you want it or not? And start fulfilling it. You’re not going to refine this thing until you’ve done it dozens of times. And that just takes practice. It takes experimenting, it takes trial and error. It takes listening to the feedback that you get from your customers. It takes really evaluating, are you getting them the result? Are you getting them a better result than they could have gotten somewhere else? So how do you market this productized service? Well, if you think about it, it is the same as marketing a product. In a lot of ways. People have to understand what it is.

(10:35): They have to understand what’s in it for them. It has to address a problem that they’re trying to solve. I mean, those are all things that really any good marketing does. But I think it’s probably important for you if you’re going to productize. It’s very important for you to, I think it’s very helpful if you give things a name, give it a brand, create collateral around it that shows somebody exactly what they are going to get, and then focus a great deal of your marketing. It’s the same for any professional services on trust building, on explaining not just the components, not just selling the components. In fact, in some ways, the productized approach doesn’t really even become an issue until somebody starts saying, how will this work for me? And then you’re able to give them the very specific way it could work for them.

(11:21): But all of your marketing education, even though you have a productized approach, is going to be around educating on the problems that this productized approach solves. I always make the joke that I sell a marketing strategy. Nobody ever wakes up and says, I’m going to go buy some marketing strategy today. But they do wake up and wonder why they’re competing on price. They do wake up and wonder why they can’t fill their pipeline. They do wake up and wonder why their competitors are always ranking ahead of them in search engines. And to a large degree, those are all problems that an effective marketing strategy can solve. So even though we’re productizing the service offerings as a way to scale, as a way to be more profitable, as a way to more easily help people understand the value they’re getting, we still have to build trust.

(12:11): We still have to create a customer journey that turns us into the trusted advisor and the productized approach happens just to be a delivery mechanism for how we get them, the results and how we communicate the results, and frankly, how we differentiate. So many people are in the marketing world, I’m sure in your whatever service world that you are in, so many people are just selling the idea of the week, are selling, the tactic of the week are going to clients and saying, what do you need? Sure, we can do that. And so this proven process driven way to deliver value in a way that’s very easy to understand is also a great different in a world of service offerings. Alright, that’s it for today. Always love to hear your comments and feedback. And if you’re on one of those services like iTunes or Spotify, make sure that you give us a review, a glowing review, of course. But we hope you like the show and hopefully we’ll run into you one of these days out there on the road.

Mastering Marketing Strategy: Simplify Your Success with These 5 Key Questions

Mastering Marketing Strategy: Simplify Your Success with These 5 Key Questions written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I dive into the complexities of marketing strategy. I break down marketing strategy into five essential questions that you need to be able to answer if you want to be effective in your marketing efforts. This approach helps you focus on what’s important, saving time and improving effectiveness.

Key Takeaways:

From understanding the need for a clear objective in guiding your marketing, to choosing the right platforms that resonate with your ideal client, this episode emphasizes the importance of focused efforts.

An effective plan that aligns with your motivations and meets the needs of your ideal client is key. Developing the necessary capabilities is vital for successful execution, and measuring success with defined KPIs fosters continuous improvement.

In this episode, you’ll learn:

  • The real essence of a marketing strategy.
  • Five key questions to make your strategy more effective.
  • Tips to align your marketing with your business goals.
  • How to choose marketing actions that yield better results.

Join me in this episode as we clear the confusion in marketing by answering five critical questions, setting the stage for unmatched success in your marketing strategy.


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John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch, no guest. Today. I’m going to do a solo show. So the whole basis of this show is the large confusion that I have seen around this idea of marketing strategy. What is a marketing strategy? This is, boy, I tell you, if I would ask 10 people, I would get 10 different definitions. If I were to ask Google, I’d get 10 different definitions. I think for a lot of people, this is a needlessly complex idea, but it’s also a terribly misunderstood idea. So today what I want to do is simplify this idea by boiling the entire thing down to answering five questions. Now, I’m not saying each of the answers to these questions are just going to pop off your tongue that you’re going to know exactly what these are, but these are the questions you need to be able to answer.

(01:12): And once you can, they become really the guiding light for your entire business activity or certainly your marketing activity. In fact, one of the benefits of having a solid marketing strategy around these five questions is that it really helps filter out what you shouldn’t be doing. And I think for a lot of business owners that can actually be more stressful than trying to decide what to do. So this gives you the filter to say yes to this, no to this. Is this helping us answer one of our questions? No. Is this helping us answer one of our questions? Yes, than let’s add that. And I think that that’s for a lot of folks. I think a lot of the confusion around this idea of marketing strategy is that there’s so many things that can be done that maybe you want to do, but what a good solid marketing strategy allows you to do is focus on what should be done in order for you to go where you’re trying to go.

(02:13): So let’s start with the questions. And this I think is a, you could make this, and there are plenty of folks out there pitching the idea of a one page this and a one page that you can make this a one page document if you like. So I suggest if you’re not driving in your car or running on a treadmill or something while you’re listening to this, I suggest that you make note of these five questions because I think that they can be a way for you to start maybe understanding what a marketing strategy is, but further how you would actually use it in your business. Because again, it’s one thing to define something in academic terms and quite a different thing to create a tool that you can actually use and build upon. So here we go. First question, this is the biggie. What is our objective?

(03:04): I mean, what is our purpose? What’s our motivating aspiration? What are we trying to do? What are we trying to win? I know that was more than one question, but some variation of that. The answer to that idea, here’s how we intend to compete, here’s how we intend to really grab market share. I mean, that motivating aspiration has to be a big part of where you start. And I will tell you from a down in the weeds detail standpoint, this comes across from messaging. We spend a significant amount of time with the folks that we work with working on what I call a core message. But a core message is not your nice to have thing you put on your business card thing that you put on the back of your invoices. A core message is your motivating aspiration. Here is how we intend to compete.

(03:54): Here is how we want to be seen in the market. We want to be seen as the high price leader. We want to be seen as the incredible experience. We want to be seen as the expensive but worth it. I mean, those are the motivating aspirations that come out of a core message that clearly communicates how you intend to compete. So that’s number one. Number two, where do we need to be seen? This I think is really tough for a lot of folks because there’s a lot of places you can be seen today. In fact, there’s probably been a new one introduced since I’ve been recording this. And I think that that’s, of course the problem is that we scatter ourselves everywhere because we don’t want to be missed on TikTok or we don’t want to be missed on this platform or whatever the new platform of the day is.

(04:44): And consequently, we spread ourselves so thin that we can’t really make any impact on any single channel. So where do we need to be seen is largely maybe completely driven by who do we need to see us? Who is our ideal client? We understand clearly who makes an ideal client for our business, who does not. Some people call it personas, whatever you want to call it, understanding the exact person or business that you need to attract the exact problem that you solve for that very specific business. That goes largely into this. Where do we need to be seen? So I like to call this one platform. This is really driven by your channels that you say, look, our ideal client is here, and so we need to dominate. We need to have so much energy around these, maybe two or three, maybe it’s content, maybe it’s SEL, maybe it’s LinkedIn, but we’re going to focus a great deal of our efforts.

(05:49): Whatever those efforts are on those channels, on that platform, that’s going to be our platform. So that again, does a lot weeding out where you don’t need to be seen. And sometimes you might need to be seen there, but the reality is you, I mean, you can’t make an impact. You don’t have enough resources. You have time constraints, you have budget constraints. So you want to focus on where can we make the greatest impact based on what we have? That’s our platform. Alright? Now that we have, I mean we’ve got message, we’ve got ideal client, we’ve got kind of the channels that we’re going to go into. Now it’s simply a matter of let’s create the plan. What tactics, systems, campaigns do we need to put in place that we believe will allow us to be seen and to communicate the message of the problem that we solve for a very specific person in a very specific way.

(06:45): So that’s number three. What tactic systems and campaigns must be in place. Some people call that a marketing plan, but so many people skip straight to that. What tactics do we need and miss this? What’s our objective? Where do we need to be seen and by whom? And those are core elements that come into deciding then what tactics that you need. Once we have those, and again, this is we’re trying to attract, maybe it’s a new message for us, maybe it’s new positioning that you’ve developed. Maybe you’re narrowed your focus on an ideal client. And now we’ve come up with the tactics that we believe are the best case. Like our plan is we’re going to dominate content. SEO, we’re going to dominate on Facebook ads, maybe driving people to that content. I mean, that’s what comes around the plan. But now we need to look back or step back and say, well, what new capabilities are needed for us to execute this plan at the highest level?

(07:47): Doesn’t mean you have to do it today, but you have to realize what are we missing? It might be people, some people generate a whole bunch of leads and realize we don’t have a great sales process, or we don’t have a sales process at all, or we don’t have a sales team at all. So if you are going to execute at the highest level on your plan, what people, what new offer, what new product perhaps, what constraints do we actually need to get rid of in many cases to execute on a marketing plan, the founder of the business needs to get out of certain aspects of what they’re doing. So it might be, if we’re going to do a new marketing plan, we’re going to grow this business and scale this business. Maybe a constraint is that the founder or the CEO or whoever you have in charge of marketing is doing too many admin type of tasks.

(08:37): So those may not on surface feel like marketing tactics, but in many cases, if we’re going to execute on this plan, the process for doing so, that’s number four. The process needs to be set up and planned. It may not happen today, but you need to say, look, our next hire needs to be X if we’re going to execute on this plan, or we need a better offer, or we need new services and products if we’re going to execute on this plan. So there is a linear order to the answering these questions, but also then addressing them. And then number four, how will we win? How do we know we’re winning? What does winning look like, right? So our objective, our motivating aspiration was to be X. How will we know if we’re making progress in that? So simply code for metrics. So we have to measure, we have to first identify what if we’re going to meet our objective, what are the milestones?

(09:40): What are the key performance indicators that are going to suggest we’re actually making progress? And certainly, what does winning maybe in the one year, three year look like? It might be revenue, might be new, customers might be profit, might be, heck, it might be reviews, it might be referrals. I mean, there can be many, many things that become a part of that measurement of winning, but we have to actually identify them and then start tracking them and start watching them. You’ve all heard the cliches, what get measured gets improved or something along those lines. It’s true. I’ve seen it over the years in my business when I didn’t measure. Sometimes good things happen, sometimes bad things happen. When I did measure, we always, if something bad was happening, if something wasn’t working, we always had the ability to jump in and say, why? Where’s the constraint?

(10:33): What’s broken? What’s not working? Where are people getting stuck? And those are things that clearly then allow you to build some momentum. So lemme just recap, what is our objective? What’s our motivating aspiration? That to me comes from message. Where do we need to be seen? What’s our platform in a large degree that is driven by who are we trying to attract? Who is our ideal client? What tactics, systems, campaigns, once we put in place, that essentially is the plan. Again, so many people skip to that, but that’s step number three. What new capabilities are needed? That’s the process. So people offer product solving constraints. And then finally, how will we win? What does winning look like? That’s the metrics. So there you go. Answer those five questions, message, platform, plan, process, metrics, and you’ve got a solid marketing strategy that you can then go ahead and execute on that plan at the highest level. Hopefully this was helpful. I’d love to hear any of your thoughts always on this idea of marketing strategy. Just remember strategy before tactics and you will win.

From Stress to Success: The Groundbreaking Strategies for Optimal Health and Performance

From Stress to Success: The Groundbreaking Strategies for Optimal Health and Performance written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Jennifer Watson, a healer, high-performance coach, and breakthrough speaker. As the founder of Jennifer Watson Leadership, she is on a mission to help leaders heal and accelerate their deeper purpose of impact through vital wellness, leadership genius, and potent speaking.

Embark on a journey from stress to success as Jennifer shares groundbreaking strategies for optimal health and performance in leadership. Explore the transformative power of morning rituals, focusing on the vital connection between nature, breath, and movement.

Key Takeaways

In this illuminating episode, Jennifer Watson, a seasoned healer and high-performance coach, shares transformative insights to guide leaders from stress to success. Emphasizing the pivotal role of morning rituals, she unveils a 3-step formula for leadership mastery, emphasizing sunlight exposure and intentional breathwork. Watson explores the vital connection between nature, breath, and movement, advocating for the transformative power of outdoor exposure and mindful practices. Through a practical guide, listeners gain actionable strategies for morning transformation, delving into the science-backed rituals contributing to optimal health. Watson’s morning routine serves as an alchemical blueprint, merging stress reduction, mindset mastery, and physical well-being for holistic leadership excellence. From stress reduction strategies to fostering a people-centric culture, Jennifer Watson’s expertise provides a comprehensive roadmap for leaders seeking to navigate the complexities of work and creativity while achieving peak performance and optimal health.

Jennifer Watson’s expertise provides a comprehensive roadmap for leaders aspiring to thrive in both their personal and professional lives.

Questions I ask Jennifer Watson:

[00:41] What aspects of your background led to your entrepreneurial journey as a high-performance coach?

[04:11] Do you believe your experience as an athlete helped in your wellness approach to leadership?

[07:10] Would you agree that a lot of leaders are understanding the value of wellness in opposition to hustle culture?

[14:50] Would you agree that this approach could lead to a longer and more fulfilled life?

[15:06] When beginning with a new client is there a one-size-fits-all approach or is every step streamlined to each need?

[20:17] Where can people connect with you ?


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John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Jennifer Watson. She’s a healer, high-performance coach and breakthrough speaker on a mission to help leaders heal and accelerate their deeper purpose of impact through their vital wellness, leadership genius and potent speaking. She does this through her company, Jennifer Watson, leadership. So Jennifer, welcome to the show.

Jennifer (00:34): Thank you so much for having me, John. It’s an honor to be here going into the holiday season and just honored to serve your community.

John (00:41): So you have, let’s see, not necessarily a typical background entrepreneurial background. So I always sometimes love to say, how’d you get here? What was your journey that led you to this being what you were meant to do today?

Jennifer (00:56): Absolutely. I started as a high level athlete. I was a two-time, All-American track and field athlete. Used to be pretty fast everyone, and go figure. I had my chair of injuries and I started getting interested in the wellness and physical therapy world because I had physical therapy. I went to doctors to help with injuries. And during that whole journey I was also struggling with depression and anxiety. And I started realizing as an athlete that wellness and fitness actually incorporated more than physical. It was mental, emotional, spiritual. And it started my journey toward not only healing myself and optimizing overall health, but understanding that health is mind, body, soul. And because of my thought process on how to engage health in a more powerful way, I started my own practice just a few years after I graduated from PT school because I felt that traditional way of health care, at least in the areas of true healing and optimizing even performance with Hilo athletes was missing some pieces.

(01:57): So my practice has always incorporated mind, body, soul optimization. And from there I just took it in the last four to five years into coaching and consulting and speaking because what I found is beyond my four brick walls of healing, people in leadership positions and executive and business leadership positions wanted this information. And I knew, listen, how can I accelerate this information more powerfully in the workforce? And that’s when I became a coach consultant. And now I get to also speak across the country on aspects of mental emotional wellness as well as really staying into performance and team productivity, no matter the environment that you can truly be successful and keep your health no matter what life gives you. And that’s just an honor for me to do throughout the years that I’ve had here.

John (02:47): So I’m envisioning you working on somebody’s knee and then chatting them up about leadership skills and it just blossomed from there. Is there a little truth to that?

Jennifer (02:59): It’s absolutely, it’s really interesting because a lot of people that came to me, John, were high performers, business leaders, executives that had physical issues but also had some anxiety and depression or had some performance and productivity issues with their team. So of course after working with them for a while, that’s when they started getting some of my expertise. I was leading teams and I was pretty good at it and giving them advice on that. So it was a natural bridge. Such a great question, John, because people ask me, how did you go into coaching, consulting, and speaking from your PT practice, brick and mortar, it was actually a very easy bridge to craft because what you just said, a lot of people were drawn to the type of work I did as high performing business leaders, and I got to just use my skills as a wellness provider and a leadership person because I was growing my own business. So the two got married together to really bring out the coaching, consulting and speaking, and no one’s ever asked me that. So thank you for asking.

John (03:53): I also, I’ve always said for years, I think a lot of people underestimate the physical aspect and maybe the sort of parallels to being an athlete to running a business. I mean, it is very physically demanding. There’s a lot of the, you need to have rest, you need to practice, you need to perform on game day. I just think there’s a lot of parallels. Do you feel like your background as an athlete really helped you kind of understand what was missing maybe in leaders and in entrepreneurial journeys?

Jennifer (04:22): It’s interesting. A lot of executives and leaders that are drawn to me are prior athletes. So it’s funny you should ask that question. And I will say this, I learned about leadership performing in different environments, in environments that were not maybe optimal for race performance in a powerful way. So I would agree with you, there’s a lot of things I learned in performance, mental edge mastery and leadership as an athlete. However, I want all of you to get this. What I also found is some things that were detrimental as an athlete that I had to learn to transition into different skill sets for myself and for the people that I work with to help leadership and performance in a different way. What I mean by that is this, John, and I think it needs to be very clear because a lot of high performers and athletes, former athletes see performing hard as pushing through, as getting through the hard stuff as at all costs of often health, just get it done and be successful.

(05:22): And what happened is a lot of business leaders were tanked, were exhaust and overwhelmed, and I questioned that. I’m like, there’s got to be an easy way in the business leadership world to do things that you can actually be healthy and vital and actually still be a great business leader. So some of the things I took from being an athlete that you had to push through didn’t work in business. So the things I did extrapolate that were good as an athlete were powerful in leadership and performance. But one thing I really feel downloaded just to share with your audience is actually how the transition for me was different, becoming a leader that I had to get a different relationship with resilience, I had to get a different relationship with performance because if I kept up the whole athletic press on, don’t tell anyone, suck it up buttercup.

(06:08): That’s when I started self imploding to be quite frank in my health, in my relationships, Albany in my bottom line when I started shifting what performance meant to me and the relationship with it and shifting how I could shift that for my team and be a better leader in a healthier state is actually where my bottom line took off, where the productivity and performance of my team took off. So I did take powerful things from being an athlete, but the biggest caveat I would give the leaders now is be careful about the push push scenario. I’m not saying that’s not necessary once in a while, but I’ll say on average you need to be in a calmer flow state for you and your team to actually provide value and get things done effective on a time while keeping your health

John (06:52): Well. But one of the points there though, I think athletes are especially at a very high level where there’s millions of dollars on the line of their performance. I mean rest is as equally as important as practice nutrition is equally as important as weightlifting. And I think that a lot of leaders are starting to wake up to that whole, I got to take care of my body if I’m going to make it through this product launch or something. And I think that’s a really healthy thing that I think is finally starting to land and push out sort of the hustle hustle approach.

Jennifer (07:29): It’s interesting because people obviously probably like you, John, say, what are the top three things that you think leaders need, especially post to 2020, what do you think accelerates them? It makes them maybe above the rest, like go from good to great or even from average to good at a powerful rate. And I will say from a physical sense, sleep is hugely important. There’s so much research on this and I’m talking about sleep by the way, prior to midnight. You optimize more REM sleep and deep sleep when you’re getting more hours before midnight. And I would say it’s an active activity everyone. So that’s a number one. Number two, I’m going to go into a little bit later, but it has to do a little bit with nutrition. That’s a good thing that will help with all leaders. But a second middleman that I really want people to get, because people ask me this all the time, if you could pick just one thing, and I don’t think it’s just one thing ever, I don’t ever think, but if I had to pick one thing that would really help leaders be better leaders, help them accelerate their performance, their productivity, create good team culture and connectness in their team and make a lot of freaking money doing it, is this, everybody listen up.

(08:33): You have to learn to manage, refine and master your emotional state. It doesn’t matter if something external has triggered you into bad emotional state or something internal. A belief has put you in an emotional state, big or small, it does not matter Everyone, when you have emotions that you cannot harness to work for you instead of against you, you will lose hours perseverating in the emotion, perseverating in the belief and lose connection to your team and productivity. So I teach a lot of frameworks in my business and on my team as well as a lot of leaders in workshops and presentations on ways to master and harness no matter if it’s whatever it’s coming from. And you guys, that covers a lot of things from bottom lines to communication to losing staff at last minute to everything to maybe some personal stuff happening at home.

(09:27): And these templates really help people understand how to do that. When you do that, it game changes everything. And I see that leaders are understanding the value of that, especially since 2020. So I would say sleep is number one from a physical sense. Even over exercise, everyone, I’m a high level say that number one is sleep. Number two is the emotional regulation and mastery that I really, really want to delve into in the third. I can talk about in a second, but I’d love to answer any questions you have on that. But that’s a big one for a lot of leaders and teams.

John (10:00): Yeah, and I think a lot of it just becomes automatic response. I mean, there’s a lot of things that push our buttons throughout the day. And I do see this, and I know you talk a lot about meditation and pausing and mindfulness, which are all kind of practices to sort of bring all that back in, I think is the longer I stay in this, the more I realize how valuable that is. And I probably wouldn’t go as far as saying I control my emotions all the time, but I realize when I’m being acted on as opposed to me mindfully acting. And I think that becomes, that’s a tremendous skill for sure.

Jennifer (10:34): And the thing is, everyone, by the way, I can just give you kind of a tool right now just help gain traction on this. But there are some people that just have some core triggers that they just can’t get rid on their own. That’s why we have coaches and consultants to help people navigate through that. I mean, we’re human, everyone. And no matter how many tools we try on our own and download from our YouTube, there might be times that you need support and that’s okay. One thing that will help words are powerful, John, and what you said about trying to manage your emotions. I always say you guys shifting the words. So if you’re feeling depressed, angry, sad, frustrated, especially those I call ’em more the negative emotions or negative feelings, I always say change the words if you’re feeling angry, like I’m curious.

(11:14): Okay, curious everyone, that’s a powerful word. It has a higher frequency to, I’m curious why I am feeling anger right now. And when you allow yourself to choose a different word, it actually calms the nervous system everybody. It’s really important to calm your nervous system, to get it on board to chill out so it’s open to its pollution or an idea or a reason in this case why you are angry. So when you choose different words, it already starts chilling out a little bit. I’m not saying a lot all the time depending on where the trigger’s coming from, if there’s trauma behind that, but a lot of times it’s at least going to chill you out. And then that’s what the brain does when it starts calming down the calm, parasympathetic state, the calm state of your nervous system. It’s in more optimal use of brain resources.

(11:59): It wants to create an opportunity and solution for you. It’s going to start looking for answers when you ask a question. So when you ask questions, I’m curious, why am I having anger right now? You’ll find how you start journaling, figure out from their why and then often the solution. So that can create some momentum, you guys, for you, there’s sometimes more depth, there’s more layers to that, especially there’s other team members involved. But it’s a great way to help you start mastering that and moving forward because you’re going to gain productivity, performance and ultimately your bottom line. So those are big things for emotional regulation. So we talked about sleep, we talked about emotional regulation. And the third thing really even before exercise, you guys also didn’t say exercise yet. That’s the fourth. The third is really nutrition. And by the way, I’m a big believer that it’s specific to each person.

(12:44): Metabolic rate, blood type, your past milk constraint. I’ve been a practitioner a long time. So specificity to your type of food plan is necessary to optimize your body and brain to feel vital that day. However, one thing I will say for every American across the board, and I’ll say every American, okay, we genetically modify a lot of different foods in this country for a variety of reasons. And the thing is that’s happening is we have a hard time digesting that colors, food colorings, all this. And one of the things we genetically modify the most are wheat flour, our carbohydrates. And the reason why that’s important for Americans to understand is Americans, 90% of us eat too many carbs, too many wheat products. And most of us in research show that we have a mild to severe allergen to the genetically modified wheat products in everybody.

(13:35): So a mild to severe like celiacs where you have more of an anaphylactic response. And the reason why that’s important, everybody, it puts inflammation in your entire body, your brain, your gut, your whole body. So you think if your brain’s a little plane, do you think you’re going to be able to be more clear on your message, articulate well during the day, write up an email effectively? No. Okay. So those three are going to be probably the biggest dominoes for you to start gaining traction as a powerful leader to stay in your vitality and create connectness and good productivity communication with your team, sleep anything before midnight, that’s going to be the big chunk for you guys. Number two, learning how to manage and emotionally regulate your system. Sometimes you need coaching consulting here, but at least trying to shift your words will open up Pandora’s box in the brain powerful way. And then third, looking at not necessarily eliminating, I don’t eat gluten wheat flour, which is gluten itself, but at least in modifying its usage, which can help calm down inflammation in the brain. And then fourth, we could go into a whole nother podcast is movement and exercise. But those things I believe are really big things that can help people from a general level to create traction as powerful leaders and then delving in more powerful. We need more coaching consulting beyond that. She

John (14:51): Might actually live a little longer too. I mean, what you just gave was really a good recipe for having a more enjoyable life period, right? A hundred

Jennifer (15:01): Percent about the quality of life. Don’t we all want that? The quality of life, longevity of life, right?

John (15:06): So if somebody came to you and said, look, I listened to this or I went to your website and I’m ready to turn things around, is there kind of a recipe for optimal health? Or you maybe said this already that everybody’s different, but there’s probably a few truths I guess that are going to show up on anybody’s recipe, aren’t they?

Jennifer (15:27): No, absolutely. This is number one, we’re just optimizing health. And again, everyone, leaders, this probably goes without saying, this is your vehicle that God gave you. We don’t treat it well hardly at all. It’s really interesting. It’s actually really brilliant just by the way we go on a whole nother podcast on this, the brilliance of the body to rise even with all the junk we inhale from pollution to the food, food to the less activity, to the toxic environment from social media, it’s amazing. Our body actually rises as powerful. It does. So just be thankful and grateful for that everybody. But if you want to optimize this to actually work for you, because this is the tool, this is the vehicle we’re using every day to show up, not just as John just said as leaders, but in our life as husbands, as fathers, as just wanting to enjoy life.

(16:10): First and foremost. I don’t care if you’re a person that’s fit or a person that’s athletic, you don’t have to be get outside. The first thing I do in the morning all the time is get outside in the sun. Even if you don’t have a lot of sun in your area and it’s cloudy, it’s still indirectly getting sun from just being outside in the light. There’s so much that happens from vitamin D to actually grounding with the earth because we’re positively negatively charged. Being so is the earth. It helps pull us into a powerful state of calm state, a parasympathetic state for us to get ready for a day and optimize this. So get outside five minutes, you guys. I’m even saying three hours exercise, five minutes every day, get outside, put your head up in the sun and this is where you’re also going to second breathe.

(16:53): Okay? Breath is life. It’s not only necessary for all the interactions, it’s a catalyst for many things inside our body to happen autonomically, but it also is huge for stabilizing our nervous system, our brain to body to be in a calm state. Again, the reason why I keep saying this, everybody 90% of the day, our human beings are supposed to be in a calm, parasympathetic state is actually reversive that so many Americans and leaders are stressed out. But the reason why that’s important, research shows we need that for optimal brain and body to function. So that’s why they get outside. Now that you’ve been outside for five minutes, we start breathing you guys, there’s so many different types of breath work out there. I use Wim H method with some of my clients, depends on what your needs are with more performance based, trying to help with anxiety.

(17:40): But no matter what, just getting outside, taking 10 to 20 deep breaths starts that cycle, going to get you into a calmer state. Again, there’s more specifics. I teach to get more nichey. Depend what your needs are, but getting outside and breath is next. Third, the one thing that I always say you guys have to do is move. It doesn’t have to be exercise move. It could be dance for five minutes. It could be jumping jacks. It could just be you doing some burpees for five minutes. It could be you just walking your dog. The reason why that’s also important is it’s a triple kind of opportunity for you to not only get the blood flowing, okay, movement to the brain, the body get blood flowing. But guess what else it does. If you’re waking up with way, we talk about the beginning of all this emotions that don’t feel good.

(18:28): Emotions are energy. Just like food is energy. When you start moving, you actually start moving some of those negative anger, depression, anxiety, outside of your body. I’m not saying it’s going to be perfect, depends the layers of what’s going on there, but it can move it through you guys. I do this every morning. If I’m feeling anxious about something, I literally will jump up and down outside and it does move me into that calmer state because I’m moving energy that’s not good out of my body and I’m getting the circulation pump for the day. So get outside deep. And

John (19:03): It makes for some good Instagram posts too.

Jennifer (19:07): Yes, absolutely. Absolutely. Those are biggest, those are probably the biggest three things, John. But then I would say is this connection is key. We’re relational beings and one thing that’s going to help us from a vitality of physical standpoint and also an emotional standpoint is get connected to people that are your tribe. It’s not just your team that’s in your business that’s on the same mission and mission that love it, but also the people outside. We always hear this that the five people that you’re on the most also influence you the most, right? But get around people that you feel good around. Everyone that works on your physical, emotional, mental wellbeing. Let alone all the things that can help you and mastermind and get the things that you want done in your business. So connection with people is the right people. Moving, really making sure that you’re doing some breath and getting outside. If I give any tools, will be the that I would give to people to start your day off. This is going to help you get to a higher frequency, calm the nervous system to be ready to go and perform no matter what is happening in your environment that day.

John (20:10): Well, I happen to be lucky enough to live in a national forest, so forest bathing is certainly something I do every single day. Well, Jennifer, I appreciate you taking a moment to stop by the Duct Tape Marketing Podcast anywhere you want to invite people to connect with you.

Jennifer (20:23): Absolutely. So I’m the most active on LinkedIn and Instagram. LinkedIn. I’m Jennifer Watson and then on Instagram it’s the Jennifer Watson and I do answer my own dms. So if you have any questions about this podcast or connecting with me more and learning more about what I do and how I can support you, connect with me there. I’d be more than happy to support you.

John (20:43): Awesome. Again, thanks for taking a moment to stop by and hopefully we’ll run into you one of these days in Colorado. Soon.