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REACH OR MISS - Entrepreneurial Business Success - Hayut Yogev EPISODE 143, 30th December 2019
Ep. 143 – Technology (AI) Vs. Humanity 2020 will reach the highest levels of contravention
00:00:00 01:09:12

Ep. 143 – Technology (AI) Vs. Humanity 2020 will reach the highest levels of contravention

Technology (AI, Automation) Vs. Humanity

2020 will reach the highest levels of contravention

Where should entrepreneurs put their $1 for marketing on in 2020?

(and there is a clear winner!!)

Elon Musk:

“Mark my words, AI is far more dangerous than nukes. Far.”

Mark Schaefer:

“The most Human Company wins”

IDC:

big data and business analytics will surpass $210 billion at a CAGR of 11.9% in two years.”

Technology Vs. Humanity - 6 of my most successful entrepreneur guests on the Reach or Miss show are leading the changes. Let’s hear what they think is the most important of the two.

Humanity is the King for entrepreneurial success

 

Mark Schaefer “Marketing is sick right now. It’s too tech-centric instead of human-centric… If you don’t have customers, you don’t have a business.”

 

Mark Schaefer

 

Most passionate about

  • I’m a person who is always looks forward, so I’m always in the process of reinvention. I tend to be almost obsessed with the big problems in our business. When I wrote my last book, Known, it was about how creating an effective, powerful personal brand is really the only sustainable, competitive advantage we can have. I was addressing the question: Could anybody become known?
  • The question I’m wrestling with now is that everywhere I go, marketing seems to be stuck. There are a few symptoms:
  1. People are over whelmed by technology in marketing
  2. They are over using technology in marketing
  3. They’re stuck in ineffective patterns
  • Many of the companies today, either big or small have social media departments that were established in 2010 to 2014, and I can assure you that almost none of the outputs these teams are producing have been updated. So much has been changed with social media during the last years.
  • The idea that I have is that marketing is too tech-centric instead of human-centric. We don’t want to talk with our customers anymore; we just want to monitor them on Twitter. We automate everything and we are loosing our hearts, our souls, and our way.
  • Marketing is sick right now!

What is marketing, according to Mark?

  • Get out and talk to customers. The truth is out there.
  • Marketing is finding un-met and under-served needs and creating demand to those needs in a unique way. Hopefully by establishing an emotional connection.
  • I love working with entrepreneurs and startup communities; I love their energy. But the biggest frustration I have is that marketing is almost always overlooked. Startups and entrepreneurs are in love with an idea, or with a business model.
  • They think that marketing is DIY (Do It Yourself), they think that they can read some blog posts and do it. But marketing is about finding and acquiring customers. If you don’t have customers, you don’t have a business.
  • Marketing is HARD! It’s really hard. But you’ve got to address it. And if you aren’t a natural marketer or trained in marketing, you’ve got to get help! Because marketing is really the centerpiece of your business; no matter how good your idea is, no matter how much you are in love with it, if you don’t have customers you are not going to have a business!

Mark’s best advice about approaching customers

  • I asked a young marketer that wanted my advice whether he talked with the company’s customers, or joined their sales people? He was already six months in that position and never talked with a single customer!
  • You should talk with your customers and ask them:
  • What do you love about your business?
  • What do you hate about your business?
  • What keeps you awake at night?
  • How can we serve you better?

 

 

Ramon Ray’s best advice for entrepreneurial business success: “I’m all about relationship building.”

I asked Ramon what is he most passionate about?

 

Ramon Ray

 

Most passionate about

  • I love what I do. I educate business owners on how to start and grow their businesses. I’m neither a consultant nor a coach. We have events, we have online content, we have blog posts and a podcast.
  • I also work with leading brands, both small and large, to help represent them and add credibility and authenticity to their messages. We might help those brands create content. I can also speak at their events, host their live videos, etc.
  • I have a community of business owners. I work with brands and help them better reach their target audiences. And I love it every single day.
  • My secret wish? Some of your audience may know Steve Harvey. He’s kind of like Oprah Winfrey, except he’s a guy … so, my goal is to have my own TV show. Even though TV is kind of dying, I still want to have my own TV show. This is my only goal.

Ramon’s career

  • From a young age, I was fascinated by technology. When I became an adult, it stayed with me and I discovered the Internet. So, I’m a geek...
  • Then I discovered that you could put content online. I’ve been blogging since 1991.

Ramon’s best advice for approaching customers

  • What are you doing to get attention? What are you doing to get leads? What are you doing to convert these leads into customers?
  • This is half of the equation: attention to attract the leads and convert them into customers.
  • The second half is: How are you different? How are you special?
  • A third thing is the long-term game. I’m all about relationship-building.
  • Of course, we all need to eat. So, first, do whatever you need to do to get food and provide for your family. But if you have some revenue getting in, go for the long-term game. Build relationships.

Ramon’s key success factor

  • For me, it’s the ability to build genuine relationships with people and to let people KNOW, LIKE, and TRUST me. That’s the absolute key to my success: Relationship, Relationship, Relationship.

 

 

Shama Hyder: “The thing that helps me and really motivates me on a daily basis is that, I love to contribute, I love to give back. I feel like generosity is a strategy.”

 

Shama Hyder

 

Most passionate about

  • I’m passionate about marketing. I’ve always been passionate about marketing. But today is another stage; when starting something new, you have more passion than experience, with time the experience catches up with the passion. The passion remains strong, but definitely takes you to another level. That’s where I am today.
  • Running Zen Media is very exciting for 2020, and there are many exciting kinds of stuff on the horizon.
  • I started my company when I was 22, right after my graduation. Part of not having a job in an organization then was that, there weren’t many organizations that specialized in social media and digital media. And at the same time, it was also the time of recession in the US and jobs were even more limited than usual.
  • I started with digital marketing. I saw the difference between us, and the traditional organizations that had to pivot and start learning the digital language. The fluency that is required has always been very native to us.
  • I love what we are doing today; we work with B2B clients around the world, delivering everything from launches to influential marketing, and digital PR. We combine passion and delivering, so every day is a mix of technology and communication.

Shama’s best advice about approaching customers

  • My best advice is always to treat customers like they were the first. At some point in any entrepreneur’s career, things that were challenging become a lot easier, and it’s very important to keep innovating and to keep having that beginner mindset, to celebrate successes and to treat every customer like there were the first.
  • We live in such a world where, rather than trying to hide, it’s better to be as transparent as possible. I don’t treat any of my advice as a secret; I educate my competitors about new things. I always share.

Shama’s key success factor

  • The thing that helps me and really motivates me on a daily basis is that, I love to contribute, I love to give back. For me, that’s a big driver, the way I do business, the way I am with my family, all contribute to our success. I feel like generosity is a strategy.

Technology is the King for entrepreneurial success

 

 

Mellissah Smith – “Always learn, have a mentor, be open to feedback, and be brave enough to take a risk, innovate, and invest in technology to become better at what you’re doing.”

Mellissah Smith

 

Mellissah is the founder of Robotic Marketer an innovative, modern and AI based technology that develops and consists of marketing workshops and extensive strategies.

Most passionate about

  • I’m one of those people who are very passionate about many things. Right now, I’m involved with my little startup, called Robotic Marketer. About four years ago, I decided to develop a robot that will help clients optimize their marketing departments. Today, I found out that one of the companies will be buying 10,000 marketing strategies from us over the next twelve months. I’m super excited but also exhausted.
  • This Robotic Marketer is an AI (artificial intelligence) software robotic program that writes marketing strategies without a human. While it would normally take two or three weeks, or even longer, for a marketing manager to do market research and a competitors’ analysis, and to come up with a marketing strategy, the software literally takes 28 minutes. This robot for marketing strategies is the first in the world.
  • It started with our own needs in my marketing firm, Marketing Eye, which is a leading small- to medium-sized business marketing firm in Australia and the US. We have quite a big team of marketing experts who write the marketing strategy for a client, which is a major part of the role in our company. So, I wrote about how automatic marketing would work and how it could develop marketing strategies without a human. I worked with a development team that developed the technology, and today it’s live.
  • The product contains more than 40 pages of comprehensive marketing strategy that is aligned with each client’s business goals. It can definitely serve entrepreneurs.

Mellissah’s Mountain

Since we believe that the best way for entrepreneurs to get a fast, big, and sustainable success is by leading your (new) market category, and the entire entrepreneurial journey reminds me of mountaineering, or conquering the mountain; I want to ask you if there is a mountain you dream of climbing or a mountain you have already climbed?

  • I haven’t climbed any significant mountains. I do go up to the mountains to ski but I always do so on a lift, so that doesn’t really count, I guess. But I suppose that I have a business mountain that I’m looking to conquer. I never thought it would be possible and it was never my dream but when it became a reality, it made me think differently: to have a business with a one-billion-dollar market cap. It’s really something that I’d never thought about but, with this technology company, things have suddenly changed.

 

 

Kevin L. Jackson “It’s all about information and about knowledge. You have to know people to communicate with people. Cloud Computing is a platform for collecting information and delivering information.”

Kevin L. Jackson

 

Most passionate about

  • I started Gov Cloud Networks in 2013. After I retired from the Navy, I worked as a corporate executive for many years. During that time, I proved my expertise in applying advanced technology to seminal intractable business challenges. That often led to the development of Nobel Internet Phased Information Brokerage Businesses Models that would interact with mobile devices.
  • I was doing a lot of work with the military, the government, and the intelligence community; there were the only people that had these large global networks and had the money and the urgency to actually build and deploy the solutions that I was thinking of.
  • But eventually, all that turned into Cloud Computing, and my ideas became commercially buyable.
  • After that, I was reputably urged to start my own business providing integrated social media and cloud computing, and cybersecurity consultancy. This was targeted to organizations that wanted to leverage advanced technology.

The meaning of cloud for business

  • It’s all about information. Today everything is about knowledge. You have to know people to communicate with people. The largest businesses on earth are about identifying information sources.
  • The largest taxi cab company in the world is Uber, and they have no physical cars. They find people that need a ride, and then they identify people that are willing to give a ride. And that’s information exchange; it’s information brokerage.
  • I worked with the intelligence in the Army, and I was a carrier pilot in the Navy, and by doing that my job was managing the battle space, and it was managing information.
  • When we look at businesses, that is information about what your customers and clients need and where they can get that information. Cloud Computing is a platform for collecting information and delivering information.
  • Social media networks like Facebook, Twitter, and LinkedIn are about information exchange, and the platform that social media ride on is a cloud computing platform. If you think about banks, the largest bank in the world is a virtual bank, PayPal, that is built on top of a cloud. If we think about blockchain, Bitcoin is built on top of a cloud, and it’s all about managing information and data.
  • Think about your podcast; you record the podcast once, you are creating information, then you distribute it to millions, leveraging the power of the internet and that’s cloud computing.

Kevin’s customers

  • Today we are proud to partner with many global leaders like AT&T, Dell, Erickson, Bosch, Citrix, and IBM, but the common driver for all of them is how to become or maintain their global leadership.
  • It’s been really lucky for us that the solutions that they need like Blockchain, Artificial Intelligence, Machine Learning, and the fifth Generation Telecommunication called 5G, they all have cloud computing and cybersecurity as foundational elements. We are just lucky that that’s our expertise.
  • Every business is about addressing the customers’ needs and wants. Entrepreneurs fail when they stop listening to their customers’ wants and needs.
  • You need to understand your marketplace, but not only to tell what your idea was but to listen to them. In today’s world, you can broadcast, but you can also use social media to listen.

 

 

Resa Gooding: “In less than a year, I became number two in the market. It happened because I was partnering with a platform for marketing automation and online marketing”

Resa Gooding

 

Most passionate about

  • I’m originally from Trinidad and moved to Israel following my love. I studied Statistics in the university. I worked in statistics with the government here.
  • When I came to Israel, I was not sure which business direction should I take and decided to focus on marketing where I can combine two of my skills, statistics with my English.
  • So, I got involved with marketing. Worked with the big brands like Motorola and Apple on their in-store marketing throughout the world. I did it for eight years.
  • With time, I saw the shift and the need among startups to get online, so I started to help them. I became a specialist mainly by partnering with HobSpot offering companies to use their platform for marketing automation and online marketing.
  • I started to learn and follow all the marketing gurus like Mark Schafer (who was a guest on this show), Seth Godin, Gary Vaynerchuk, and the like. So, I learned what it takes to build a business and a brand online and translated it and started to work with agencies for the last five or six years. Two years ago, I established my own agency – CacaoMedia.
  • Today we help companies with their marketing automation and CRM working as partners of HobSpot. Our customers are both startup and traditional companies. You will be amazed how many companies are still working with Excel sheets and are not very open to marketing automation.

“Each company to be able to decide when (and when not) to have a marketing automation system.”

Resa’s best advice about approaching customers

  • I’ll answer this question with three parts, regarding the world of marketing automation which I focus on. The first part is for a company to be able to decide when (and when not) to have a marketing automation system. It’s not a chip system, most of the systems cost between $800 to $2000 and you are expected to work on an annual basis.
  • The stage you are ready for a marketing automation system is when you have a need of reaching multiple audiences in multiple destinations, and your team is based in different locations.
  • The second part of the decision whether to start working with marketing automation is when you have the content for attracting your prospects and engaging with them. A marketing automation system can’t be effective without content. So, they need to first create the relevant content.
  • The third and very important part is the ability to clearly see what works in terms of online marketing. Many startups, as well as some of the traditional companies, make decisions about what kind of online activities they should focus on based on guesswork. So, they actually don’t know how to allocate their budget. Therefore, they are not maximizing their money and loosing potential customers.

 

So, Technology (AI & Automation) Vs. Humanity - who wins?

Where should you, entrepreneurs put your $1 for marketing on, in 2020?

 

Remember I promised you there is a clear winner?

I found this battle fascinating and a must for successful entrepreneurs.

But yet, there is a clear winner! Not by my judgment. By the Judgment of our technology experts:

When I asked Resa what her key success factor, her answer was:

“I think it’s my ability to be charismatic and personable; I get along very well with everybody. I don’t judge people; I give everything and everyone a chance. This is probably my biggest strength and my superpower.”

Mellissah’s best advice to entrepreneurs is to make sure you put the customer first

“The most important piece of advice for any entrepreneur, Mellissah told me in her interview, is to understand the purpose of the customer’s business and what the market really needs.

And Kevin L. Jackson’s key success factor was:

“The answer might surprise you – it’s my three children that taught me what the important things in life are, and that you can never stop being a parent.

When I take it to business, it is never to forget your business partners and never stop thinking about helping your clients.”

So, when the most technological guys among my successful entrepreneur guests say their winning factor in their entrepreneurship is being human. humanity won.

Of course, the technological revolution is bigger than any other revolution humankind went through, and it’s what allows all of us, entrepreneurs, to succeed today. 

However, as long as we are serving human beings, humanity always wins.

 

I wish you all, my reachers a wonderful year and to reach your hops, challenges and dreams in 2020. 

To learn more about what is needed to reach an entrepreneurial business success you are more than welcome to grab my free guide for the 7 elements of Entrepreneurial business success.

The 7 elements Medium  FREE GUIDE: The 7 elements that will help any entrepreneur and business owner