Creating Buzz Part 1- Ideal Customer

Here we go, guys, thisis call number 60 two,and today we're going tobe talking about buzz.How do you createbuzz for yourself,the art of self-promotion?And I want to startoff by saying this, ok?A lot of you guys bristle atthe idea of self-promotion,and it's because we confuseself-promotion with beinga braggart braggadocious.So self-promotion iseducating relevant peopleabout your skills andthe value that youbring to an organizationor marketplace.So this is a differentway of looking at it,whereas braggingis overexpressingover expressing your valueto relevant and irrelevantaudiences for thepurposes of makingyourself secure or superior.OK, and I want tojust take a momentI'm going to stop thedeck for a second.And I want to talkabout this, I'mgoing to share apersonal story here.My personal story goes somethinglike this when I met Jose,I was not very, howshall I say, outgoingin terms of being infront of the camera.I'm OK in small groups.I hadn't done a lot of publicspeaking at that point in time.And I especially wasnot really takingadvantage of thesocial media platformsbut being exposed to him.My my first reaction was God.It's just like, it's justtoo much of you, Jose.Like, you're everywhere,you're saying things.And it seems likeall you're doingis talking about yourself.And I think I have the reactionthat some of you might have,maybe even towards us inthat, gosh, he's just talkingabout himself all the time.Well, I'd like to pointout a couple things here.One is what I wasseeing from Joseoftentimes was onlytalking about the thingshe was doing and notcelebrating anything elseor not reallyhelping anybody else.Now that changed overthe course of timewhen we startedto work together,but that was myinitial impression,and it might not even be true.It's just how we reacted to it.So I was thinking, ifI'm annoyed by that,I definitely don't want to bea person who is doing that.Now, do you guys want tocontribute to this conversationa little bit about this ideaof self-promotion and braggingbragging is just reallypuffing yourself up,right to feel self-important.Whereas I thinkself-promotion isto try to informother people of skillsthat they might be ableto take advantage of.So the word educatean education or informis really important there.Hey, Chris.Yes do you feel likeyou have figured outkind of where your voice is likein comparison to Jose's like,do you?I think so.Like and so were youdid you consciouslycraft a voice that iswhat you want it to beand not because sometimes Ithink it's a personality thing.There are people whoare very successfuland they speak to certainpeople, but maybe not to me.And then I look at that andthink, Oh gosh, I don't.I don't want to be that.I don't want to seemlike I'm overconfidentor I don't know how toput it like that balancebetween seeming like,you think you're allthat in a bag of chips?And like, you know,just confidently sayingwhat you know, how to do.But I would like to ask youthis, this question, Jennifer,which is, do I appear to youto be a blowhard or arrogantor whatever theword that you use?And I want to talkabout that a little bitbecause I want to tell youhow I think about myself.And then you tell mehow you perceive meand then we'lltake notes, right?We'll compare.You seem very confident inwhat you're talking about.But to be honest, like whenI listen to Jose speak,I think he has a lot ofreally great things to say.But my firstimpression, I think,was similar maybe to whatyou were describing, whichwas like, Oh gosh, he just.And it's just apersonality thinglike, I know he knows whathe's talking about, too,but it's just it's adifferent approach.Yours is a little quieter,which appeals a little bit moreto me, but perhapsnot to somebody else.Right?so I guess what I'm tryingto say is that there's nota right and a wrong way.And I kind of wish I had somemore of Jose's like braggadocioor whatever, you know.But it's not quite me.It's like trying ona coat and going,oh, no, OK, here's what I think.I really have a Supremebelief in myself,and I'm not looking forothers to validate me.When people say nice thingslike, Oh my gosh, your videoreally help me.I feel pretty good about that.But I don't feellike, Oh my god, I'mwalking on Cloud9 because Ifelt that before they saidthat because I spent alot of time and energylearning and sharingand constantlyworking on myself to try togive as much of that awayto the groups that areinterested in listening to me.So I'm not necessarily lookingfor that kind of validation.Now when somebodywalks in the roomand acts and behavesthe way that I do.Sometimes people read that isman, that is super annoying.That guy is just like hejust says what he thinksand he thinks he's always right.And of course, I think I'malways right in my minduntil I get a new pieceof information thattells me that I'm wrong.So I do have Supremebelief in self.And Jennifer, it'svery nice for youto say that I don't thinkyou cross that line,but there are a lot of people onthe internet who literally typein arrogant a-hole your mothermotherfer, this and that.And that's how they feel.And I just like, OK, that'syou're entitled to that.And maybe that's true,but I don't even care.Whereas Jose comes across,like, really super confidentand he says thingswith convictionand a lot of passion.But what I found by spendinga lot of time with himis there's still this little boyinside of him that is lookingfor validation from others.Well, when you're faced withcertain kinds of professionalor lack of professionallike instances,whether it's in education orit's in the professional spaceand we are around peoplelike that and it does happen,is there a way to address that,but in kind of like a human wayor just kind of let it diedown because that's happeneda few times in a fewinstances with my casewhere going to a design eventand going with a friend and.Is there a way to address that?Or is it always in private?Or how do you dilute thatenergy that it causes?Let me see if I understandwhat you're saying.Yeah, you're around people whohave this same kind of energythat I'm describing, andit's not a good energy.OK, so there are somechoices that you can make.Now, I feel like I have avery strong sense of who I amand who I want to be around.And those people aren't thepeople I like to be around,so I get to makea decision here.And they and I alsorespect the factthat they get to livethe life that they want.First thing, once Isee this behavior,I recognize it rightaway and actuallyhave great empathy forthose people because insteadof seeing this reallyaggressive, annoying person,I try to seethrough that and tryto see a young boy, ayoung girl who is hurtingand nobody has been able to payattention to that little personinside of them to let themsay it's OK to be vulnerable,it's OK to feel like youmiss your mom or your dad,or that your brother used tobeat you up or whatever it was,and they're hurting andthey inflict that same hurton other people to mask that.So I can choose to takethe really super high roadand just engagethem and just tryto talk to them in a verydifferent way, to disarm them,to let that go.And you'll notice this, too.Every once in a while, you'llsee these stereotypical alphatype people thejock who befriendslike some weirdkid, some weird kid,because that kid sees himfor who he is and then theycan relate.And so you couldtry that, you cantry to approach it withempathy, to try and break downthat facade and make that personfeel safe to be themselvesand then they'll chill out.The other thingthat you can do isyou can still feel that sameway, but not talk to themand just havecompassion for peopleand just move about the spaceand limit your exposure.The third thingthat you can do isI think you could just removeyourself from that situationbecause you get to choosewhere you want to be.Now, if this happens to beyour boss or your coworker,there's a much bigger issuethat we need to address, right?And I'm not sureis that the case?Is this a coworker or a boss?This is a friend who I go towith a lot of design eventssuch as Art Center Cal Arts.A lot of the designschools locally.So whenever we cometogether, I feellike when there are momentswhen we're around a big group,there are some of those.I know what it is.Yeah so yeah, it'syeah, I had to bearound those kinds of peoplegrowing up in high schoolbecause they'reeverywhere, because peopleare just not figuringout who they areand being the introverted,shy person who's somewhatinsecure at that point in time.It was just like it seemedlike everybody was like that,and I was just like this weirdotrying to hide from them.Now in our community,there are timeswhen I run into these people.And I just try to limit myexposure and just smile, smileon my way through it.I remember one time going toa rival motion design company,and they challenge to challengeus to like a foosball game.And I played.I was just having fun.And then and then we didn't win.And then that person whoowned the company started justgetting in my faceabout it was like,Holy cow, this is how youthis is your company culture.That's cool.You guys drink beer andlike your bro, that's cool.I'm going to leave.I'm not going to come back.That's totally cool.They get to run theirenvironment and their teamand their communityand their culture,whatever way they want, right?And then some peopleare attracted to that.Unfortunately, it's off puttingto a lot of creative types,and it's off putting, Ithink, to a lot of women.That kind ofattitude, so they'regoing to lose out ona great talent pool.That's the way I look at it.That's true.Right, so if theseare your friends, thisand you really careabout this friend,I suggest perhaps justpulling them aside and justhaving that reallyintimate conversationand creating space for them tofeel safe to be who they are.Mm-hmm OK, and I don't haveenough time on this callto kind of work that part out.I mean, I can doit on another callif you allow meto think about it.Sure but then that wouldderail this whole call.OK, thank you.Yeah, you're welcome.Does anybody else havea question about this?Well, we have.We do have comments like Eric,Eric Gonzaga says, you know,he used to have a brother whofelt the need to put us downin order to bolsterhis sense of self.I stopped pursuing artand illustration becauseof the criticism, and ittook me nearly a lifetimeto get his voice out of my head.For you guys, whenyou're feelinglike you're notquite sure what'sgoing on inside yourhead to really seek outa coach or ateacher, and they'recall therapists in oursociety, psychologists anybodyto help you through this tounderstand what's going on.That level ofself-awareness willallow you to make differentdecisions than the onesthat you've been makingfor most of your life.That's how you start to changeyour habit and those behaviors.OK, I strongly, stronglyencourage you to do that.Hi, Chris, I have onequestion for you, please.Like I know, sometimesif I go for a meeting,I know what I'm talking becauseI like to prepare myself aheadof time.But like within the room, ifanybody has a strong voice.In the past, they used to, likejust control me, talk less.Then I completely shut downbecause the voice they areusing, the words they're using.I feel very insecure.Maybe I don't knowwhat I'm talking.So how can I improve on that?Because definitely Ido a lot of homeworkbefore I get into theroom to present my stuff.But this has ruinedmy self-confidence.I always have self-doubt.My girl within the group becausewhen people with strong voice,they overpower the otherperson want to talk.I hardly get any time to speakwhat my ideas or thoughtsaround that?OK.That's an excellent question.I'm going to take astab at it, and then Iwould love to hearanother female talkabout their experiencesand how they'reovercoming that because Ithink their experience isgoing to maybe shed morelight on this thing.Thanks, very.Yes, you're welcome.For a very long time,I've had difficultyspeaking up in meetingsand in classrooms,but what allowed me to do wasto have a great place justto kind of observeand to listen.And then when thetime came to speak,to really organizemy thoughts and beable to distill it intovery powerful, potent bytesof information.And I noticed somethingthat happened, right?So I've been in meetingsbefore when they'relike 30 people in the room.And I remember when wefirst making commercials,I got invited to thesebig production meetings.So we're talking about 10 or12 people from the agency.Then we have the producer, thedirector and assistant directorand then me.And there's so manypeople in this roomand I'm only responsiblefor one very small part.And I was just kindof in all in termsof how the directorcommanded the room,controlled his languageand describe things.I was watching,how he was slowlyand methodicallydescribing his process.And at the same time,when an objectioncame up from an agencyclient, he would then.Address it and then pivot outof it each and every time,so it was just amazing.So one of the benefitsof being quietand not the person whois expected to speakis the power of observation.And so at some point,all these ideasstarted collectingin my head and I,I had that time to think like,right now you guys are thinkingreally clearly because youdon't have to hold this meeting,you don't have to think aboutthe next slide or run Zoom.And so that gives you yourmind like optimal powerif you're listening andfocus in on the conversation.So eventually, after anhour's worth of talkingfrom everybody, then theyturn to me and said, Chris,what do you think?And then I wasable to say, well,here's my biggest concern.Time for you toshoot this, you needto prepare for this,this and that and that.And I probably took up allof 1 minute to say that.And that's all I had to say.So I didn't feel theneed to fill the space.So I think sometimeswe might mistakenlysee people whospend the most timespeaking as the most valuable.But what we should recognizeis that people in the roomare very smart.They're thinking perminute of dialogue.The ratio of informationto dialogue is very small.Yet when shespeaks, I don't knowhow to pronounce yourwhole name there.It's OK if I call you shy.Say, satan, you know,you can call me Chad.That's OK.OK all right.So when you speak, you don'tneed to fill all that space upand to feel thatit's OK, I thinkthis is an advantage actuallyof a person who is a little bitquieter, who's not expectedto say all these things to letthe blowhard speak.And people recognize that.And so I remembera couple of times.And I think I've shared thisstory with you guys before.I would say very littleduring these meetingsand I would rememberpeople coming up after me.It's like, oh, that wasa really great point.I can tell you're a thinker.I was like, really?I was kind of justafraid to talk.But this is how theworld is perceiving me.So I'm using thisto my advantage now.Now, it took a longtime for me to gofrom that quiet person whobarely spoke to the personnow who's running the meeting.That's in front of you.And I think that's OK.OK, thank you.OK I would love to hear afemale perspective on this.Anybody or not?Oh, I'll go.Go ahead.So I'm challenged withbeing very similar wheneverI'm in a board meeting withSam on the foundational boardat our school or with a client.I find that when doyou have an idea?People kind of stop andjust look at me funny.Like, I can't tell if they'resaying that's a good ideaor why are you talking?OK oh, I thought you'regoing to provide a solution,so you're laying theproblem in here, right?OK, this is fantastic.All right.So she's saying that Ihaven't learned your name yet.What was your name?D just d, OK, perfect.Yeah the letter.I get it, so so D wassaying, you get a funny look,so people give usfunny looks and thenwe interpret theselooks, and most of usare not good atreading expressions.So unfortunately, wefall into the trapof reading it in the mostnegative possible way.Like they're thinking,what a weirdo.What a blowhard.She doesn't know whatshe's talking about.And until we get betterat reading faces, whichI think I'm pretty goodat reading because I'vehad a lot ofpractice doing this,I would just notassume anything.I would just think Igave the informationto the best of myability, how youwant to interpret howI gave it is up to youand I've got it doesn'tbother me at all.I pay no mind to ituntil somebody actuallysays something to you.Now there are someclear signs, like whenpeople are like this andthe very big body gesturesthat you know, to belike, that's not good.Like, like when peopleclose up and they cringe,then, you know, like,oh, I crossed the line.Right, I cross theline, I said somethingthat was inappropriateculturally, sociallyor whatever, but I don'tthink that's the case.I think all you haveto do and obligationis to share the information youhave so that it helps everybodydo what they need to do.And then once you deliverthat, the rest is up to themin terms of how they want tointerpret or react to you.That's why I think one ofthe key things in termsof achieving trueself confidenceis not to worrytoo much about whatother people say to the pointin which you don't care at all.OK hey, Chris.Yes do you mind if I saysomething real quick, please?One thing I'm workingon this myselfand I've been observingyou for a time now.I relate a lot to you.Personality wise,and what helps mewith when I'm getting likewhat I might interpret as like,are they understanding me?They're giving me a look.I will try and stay focusedon what I'm trying to say.And then make sure toconclude it with a questionto invite them toparticipate with meand make sure that there'sstill a partnership feeling.And I'm not just talking.And then.There is no discussionhappening or there'sno involvementwith everyone else,and you're not justtalking to talk,you're talking to bringthem in to make the decisionor whatever is going on.I don't know if that makessense, but totally makes sense.I love that approach,and I think so.Those are the guys are inthe business boot camp.We talked about communicationand communication styles.I'll share some nuggetsfrom what we talked about,which is the tone.The intonation inwhich you say thingsactually impacts people a lot.So if you take somekind of benign sentencelike the quick Brown Foxjumps over the lazy dog,if you just say it straight,it has its own meaning.But if you say it witha rising intonationhas a different meaning.If you say it reallyfast, like it soundslike you're really excited or.If you take dramatic pauses,it causes people to lean in.So the speed and the tone inwhich you say things reallyhelps to make an impacton how people perceive it.Tony Robbins says this,and he says style mattersmore than substance becausepeople remember how you saidit more than what you said.And that'll help.I think adding a question,an invitation to come in alsoreally helps.So when I want tosay no to a client,I try to think of twoways to say no and letthem choose either option.I could do this, or I can dothat, but I can't do both.Which do you prefer?So that's a weirdway to say no, right?OK anybody else?Another thing actuallyI learned from yourecently was througha couple of videosthrough the Academy was thewhole preface and prepare themthe disclaimer thatyou drop on people.I've actually used thaton a couple of occasionsand found great success to it.Yeah, I come across asa center of attention,kind of know it all talkativetalk too much kind of guyand letting them know thatin advance puts them at ease.So like kind of gettingout there and puttingit all straight kindof does sometimes help.And so just acceptingwho you are.And being OK with it andsaying, hey, by the way,I'm going to talk too muchand be too long winded,kind of like hell inthere's text message.Yeah, OK, perfect.I have a question.Guys, I noticed that Ashley ishere actually simple, right?She was doing this, thisdiscussion with Chrisabout how to deliver theinformation to the CEOslike very top notch people.So I would like to ask Ashley,how you like being surroundedwith like top notch people toselling the product of hundredsk?How do you face that question?How do you gain your confidenceand how do you do that?I freak out before my meetings.I give myself the roomto freak out before,and I give myself theroom to freak out afterand every time I havethat large meeting,you know, my other half knowsthat he's going to come homeand I'll probablybe freaking outand I'll be doubting myself orgoing over everything or evenjust being really happy for it.But I feel like there's beena bit of a switch like the,you know, the Sylvester Stallonelike, pull the hat back.And arm wrestle anything.Oh, Roadhouse.That's the movie.Yeah you know what I mean?Not Roadhouse.The other 1 over the top.Over the top.Over the top.Yeah where it's like, right?And I go in andI in that meetingthere's always somebodywho called me, right?There's always somebody whodid the initial call and said,we want to work with you.And the pattern.So far has been, everything'sbeen word of mouth.So behind that person,there is another small armyof people who knowwhat I've doneand remembering thatgives me the opportunityto go into a meeting and justbe sure and quiet, right?And when I go into them, Ilook for the quietest personbecause that person is usuallythe person that ends upmaking the decision andthe people who are talkingand all want to be heard.They're the people whoare fighting for space.Do you know what I mean?Like, that's sort of the mainstructure of these meetings.And it took a lot of time tosort of analyze and figure outhow do they usually go.But with my clients, that'sthe main structure of them.So I have my freakout moment.I have another one at theend away from the meeting,but I just go in and I rememberthere's a reason that I'm hereand this is the valuethat I'm bringing them.And then I listen.For example, if you don'thave a background in therein that kind of sphere thatthe client has more experiencethan you, how do you bringthe value of your own selfto the meeting?How do you respond?If you don't if you'reunsure of yourself.Yeah, exactly, yeah,because like youdon't have a background inthis, like, how do you do this?Like, how do youmanipulate the public?In some case, like.I don't know theself-promotion, Chris, Igot to hand it over toYemen, self-promoting.You go, you look.Let me answer this question.All right.Here we go.Here we go.I've been thinking, as Ashleyis explaining this, how she'slike, freaking out beforeand after I was thinkingand just this is rhetorical,and if you want to answer it,you can.I was like, why isAshley freaking out?What is she thinking about?Because in a normallife, she's goingto walk around in pajamas ona t-shirt and have her hairall messy, and it's fine.That's just 100% who she is.Then she feels like shehas to become somebody elseto impress these peopleto warrant the authorityand respect that shealready deserves.So one key differencein terms of the wayI approach things,especially when I walkinto the rooms with celebritiesand billionaires, is I'mnot fazed by themat all because Iguess I've become desensitizedto Fame into money.It's like, I don't careif you're a billionaire,you're just another human being.You were born in theworld the same way I was,and you're going to die thesame way I'm going to die.Everything else in betweenis how we choose to live.And a lot of thisis, I think, is justto know that youcan't be somebody elsethat you aren't to show up asyou are and to be OK with that.And if you're notgoing to get the gig,you're not going to getthe gig your life goes on.And we used to think early inour career that, Oh my gosh,if we ever just did that jobwith Nike and we've done threethat our career and our lifewould change and it didn't.Oh my gosh, if we just workedwith some gigantic bandlike Coldplay.Our life would change.We did, and it didn't change.So come to the realization thatno amount of Fame or fortuneis going to do anything for you.You have to just comein as who you are.And I've beenthinking about this.I've been thinking about this.Like, I wonder if we could doa social experiment sometime,like if we all live likemonks, if we all came in,shaved their head, wore anorange robe and we're bare feetand we're devoidof our possessionsand our individualidentity in a waythat we would have tojust let go of our ego.So we would all comein without makeupor any kind of preparation, andwe'd be ugly and as beautifulas we normally are,and we would justlearn that peoplewould just accept us.And that if we strippedaway our individualityor how we pretend tobe to other people,maybe having spent likea year in some kindof remote location, wewould find that we're OKand we're going to be atpeace with all this stuff.There were no mirrors.There are no blow dryers.There's nothing, right?It was just us justgetting together,sharing meals, sharingconversations, ideas,philosophy, that kind of stuff.And then just to learn,to accept ourselvesbecause I find thatpeople that are kindof living this lifestyle tendto be very comfortable with whothey are.And so if you canconstruct that in your mindand pretend to gothrough that process,how might that impactyou and change you?So if I were actually walkingto this room, I'm like, OK.Maybe I'm an idiot,I'm just goingto walk in and just domy thing if it helpsthem, awesome, if they findand see the value in what itis that I do.Amazing if not, theydeserve somebody else.Where are they goingto feel that way?And I think Ashleyis right, I mean,smart people know when peopleare saying something valuableversus talking allthe time and whatthey have to do is theytolerate those people,they're not celebrating them,trust me behind their back.They are not celebratingthose people.Rex has his hand up.I'm sorry.Go ahead.Fire away, man.Chris, you are talkingabout this episode.I just want to pick up on howwas it during this London tour?Did you see any past tracesor was there any distancebetween the old Josie andthe transmission therein the brief period?OK.I think Jose was I didn'tknow what to expect,what energy he was going tobring because I don't knowif you guys saw this reallysuper long post that he postedon Facebook about hisbirthday yesterday.And he did some thingsthat are going on,but he said he felt veryhurt after we split up.He probably felt hurt for anumber of different reasonshurt financially,maybe hurt emotionallythat we're breakingup as two people.And he did say this to me.He did say that by beinga part of the space.And the company,I validated him.And I don't wantthat responsibility.That him being associatedwith us gave him credibility,and he and he felt goodabout himself, and I said,that's a dangerousthing to put yourselfworth in the handsof somebody else,or even to attach itto an inanimate objectlike our building or our space.So I wasn't sure what toexpect, but when we gottogether, I gave him a big hug.Now he must be livingwell because he is.He was a bigger manphysically than he used to be.It's like, OK, give him a hug.We talked a little bitand he reverted backinto his old routines, whichis I got to prepare my deckand I'm going to getready for the talk.And I was thinking,Oh my gosh, Jose,are you seriously literallypreparing your decklike minutes before?When when I imaginethat you must,you must have a gazilliondecks and you'regoing to do what I thinkyou're always going to do.So why are you goingthrough this right?But I didn't see any of thatweird negative energy thatcould be present.And I think he wasfairly open, but he stilldid his old Jose things right?He gave his talk.And as soon as he gavehis talk, he left.And then and then Iwas going to speak,and I didn't realizehe left the building.He went to go get a massage.Like, oh, that took a lotout of you, I get that right.So as I'm nearingthe end of my talk,Josie comes back and blurts outsomething and I was like, OK,but he was actually sayingsomething in supportof what it is that I was doing.So I didn't feelany weird energy.But it's not that therewas a giant evolution,considering we hadn't reallybeen in the same spacefor over a year.And I just feel like, you know,if you're not moving forward,you're moving backwards,and that's why it's like,I always want tobe moving forward.I hope that was satisfactory.Let's get back into the deck.I mean, let's actually startthe deck because we haven't evendone anything, ok?I love seeing 51 peoplein here, so I don't evenknow why you guys are tuning in.There's like a record numberof people in here, at leastfor one of my calls for Matthew.That's a normal thing.OK, first off, I'm going todo a really quick review.I'm going to make upfor some lost time here.All right.Am I sharing the deck?Yeah, I am.OK, so here's the review.I'm going to do this exercise.OK, I want you to look atthe mood board that wascreated for an ideal customer.And then if youfeel so compelled,unmute yourself andtell me what you thinkof who this ideal customer is.Just buy these visuals,and then what we'll dois we'll actuallylook at the profile.Can we do that?So this is from I hope I'msaying this right outta here.Yes OK, so youdon't say anything.Everybody else can say whatever,so we're looking at this board.What can you drawfrom this in termsof who the ideal customer is?Chris, I'm thinking thiswill be for a restaurantor the OK for thegrocery business.I'm thinking, OK,and why do you thinkI'm seeing a lot of thefood jars, the flowers,the vegetable basket, thecheese, visually, the coffeeit is attracting me.Probably this is kind of somefood business or the grocerystore.I also see like flowchartsideation and the books.It felt a little confusingbecause the majorityof the picturesin the mood boardis about the food orderlike grocery related stuff.So I felt it isreally somewhat vague,but some are really pointingout to me to that direction.OK, perfect.Now I meant to jump in here justto kind of speed this thing up.All right.So there's a lot offood items on here,and I think thatthis person must bein the food and beverage space.I think there's somethingabout sustainabilitybecause it's a naturalalmond and these thingslook like organicvegetables to me.And there's a quote here iswe don't have a society if wedestroy the environment.And so this is a very mindfulentrepreneur and somebody who'ssomewhat forward thinkingbecause they're notjust in the foodspace, they're alsoinvolving teamsand doing strategyand mapping out userexperience, something like that.OK, buttery.Who is your ideal customer?My ideal customers.There are three of them.Wait, I'm tryingto remember this.Social partners, companies withCSR projects, and there you go.Don't you know yourcustomer at this point?Yeah, foundationsthat focus basicallyabout the environmental and theyhave social impacts and stuff.Yeah OK, now this is goingto be very good for whatwe're about to do.So I'm going to showyou some examples.I scraped off theinternet, and I didn't.Well, we'll talk about it.So imagine justkeep this in mind.This is her ideal customer andthis is what they care about.She's using this term.Social preneur.All right.Solopreneur, so she'sgoing to do somethingto capture their attention,we should tailor it for them,right?Yes OK.Let's think about that,so we're going to move on.OK, so who's up nextis Ashley ludgate.Ashleigh, are you on the line?I think it'sactually, yeah, it is.No, I'm sorry, it's not,Ashley, this is your.Is this the name ofthe client or is this?Who did this?Hey, Chris, this is Nicholas.Do you hear me?It's Nicholas.Yeah so this.Yeah all right, your.OK, thank you, Nicholas.Maybe I did such a good job.You actually thoughtAshley was a person?Yeah OK, hey, this is great.You made it really easy becauseyou put your name real big upthere.But OK, so this is excellent.So let's talk aboutwho Nicholas is.An ideal client is.An active woman, I'd say,beauty blogger, beauty blogger.OK, you guys are gettingreal specific now.I like that.Anybody else?I guess.I think so.Who cared about health andwellness and the lifestyle?I'm guessing that.Ok?anybody else?Active millennial, female,health conscious, fashionable.Um, it's a very clean, hot.It feels kind of highend sensibilities to me.Mm-hmm That box ofvegetables makesme feel like she's orderingkind of premium food stuff.Mm-hmm You know,straight to her door,like, thrive orsomething like that.Yeah, she blends her coffee withbutter and coconut oil, grassFed butter.Of course, I also likehealth coach or somethingin the health coach.OK this is very good.So the ideal customer here isdefinitely feminine, very fit,very image consciousinto fashion,what she puts in her bodyand all this kind of stuff.Not to overproduce like Isee the shirt and the jeansand their little torn.I mean, it's verycurated, but it's not.It's trying to look likeshe's not trying too hard.OK And then we seesome kind of cafewith some very rusticmaterials, hanging lightsand exposed brick wall.It feels urban tome in that image.So this blend ofurban and natural,that's what I'm gettingfrom this board.OK, Nicholas, who'syour ideal customer?Well, I had three.This one's a bit modeledafter my wife a little bit,so that was prettyeasy and that Ihad a male counterpart to her.And then my last like stretchpartner stretch clientwould be more of anolder male 45 to 50.OK, let me ask youa question here.This board is forone woman, right?Not for all three profiles.Oh yeah, just the one woman.Yeah Yeah.So we're just talkingabout this ideal customer.Singular that's good.Why is your wifeyour ideal customer?Well, she has her ownbusiness, and she'svery driven and passionate,and I find myself morewanting to go after individualswho are passionate and actuallyhave a drive to them andwant to better themselves.And she's all around justa pretty awesome lady.Well, you can sharethe replay after this.Yeah, definitely.I'm sure you this is great.It could be wonderful or itcould be horrible for youbecause you know, thecustomer type really well.Is this the customertypekit can afford youthat it's going to hireyou to do everythingthat you want to do?That's the idealcustomer, right?Yeah, that's whyI was doing these.I had that epiphany.I was like, well, thisparticular person probablywas not my idealfinancial personto go after because theywon't have that much money.So I had that epiphany at theend of the profile was like,well, OK, I need it.Yeah, I can tell you what,the exercise just do it.I love it.OK so for clarificationfor everybody,this is not yourideal life partner.This is your idealcustomer, the personwho can actuallyutilize everythingthat you have to offer them.And just like sky's the limitin terms of budget and scope,that's who we're tryingto profile right now.You want to build aroad towards them now.You don't want to build aroad towards actually elongatebecause you alreadyhaploid married,so just be carefulhere right now.OK, so we need to do this again.All right, let's move on here.So Andrew smith, I hopeI got this name right.Now, or is thisprofiling another personcalled Andrew smith?Who did this?I get I'm terrible, I don'teven read the who posted it,I just downloaded the PDFs.OK, so minibar, I don'ttell you about this, right?What do we knowabout this person?Andrew smith?Her ideal customer.Obviously, starting a restaurantlike a trendy restaurant.Why do you say it's trendy?It's actually that picture rightthere that says Peaky blinders,and it has all thepeople talking and kindof like the food that'sbeing offered the nice wine,the tacos is very kind ofmillennial esque to me.I feel like that's what they'retargeting is like somebody 25through 40 kindof in that range.And likes to go outlike, have a good time.But yeah, restaurant,that's not good.OK, so family style photosthrown me off, though,which is the family style photo.The bottom rightbottom or the chicken?The chicken, everybody reads,he goes to mom for Sunday lunch.And also the Falcon.I don't understand it.Oh, is that?I don't know if that's real.Or is that an actualillustration on a wall?Oh, OK.Yeah OK, maybe that'sa tattoo he wants.Well, if that'sthe case, then weshould have a tattooon somebody's arm.And we need supplies.Yeah, OK.All right.What I'm seeing here is avariety of different thingslike I see, perhaps I don'tknow what perky blender's is,but it looks like apremium coffee shop,and it has that kind ofall that ornate detailin terms of how it set up.So this is not an inexpensiveor fast place, right?So this is, itsays, premium to me.We see some kind of tacos.We see chicken and peoplesharing conversations,that kind of thing.And then there's a DJ andthen there's a camper.So those things kind ofthrow me off a little bitbecause there's this reallyrustic vibe, like wherehipster typeswould go and peoplewho really care about food.So some of the imagesare kind of strange to meand that bar imagethrows me off.But I guess it's allthe same place, right?Because perky blendersis everywhere.And I'm just curious,modiba, did youput the logo oneverything or is it justhappens to be one place?OK, so this is a clientI was in discussion with,and he owns it's anup-and-coming startup.It's a speciality coffee place.They've been picked upby a lot of the sortof well-crafted coffeeconnoisseur type magazines,and they've won an award.So they're quite up and coming.They're getting into a lotof the bigger sort of biggerplaces, bigger companies.They're sort of doingkiosks in department storesand that sort of thing.And because I thought itwas a mood board in termsof an empathy graph, sohe's kind of crossing overwith him and hislifestyle, so helikes to DJ in his spare time.He's an outgoing guy.He lives in walthamstow, whichis the same area I live in,and that's the bird on the wall.It's quite the areathat I live in.There's a lot of it's a creativehub, so there's a local counselhas commissioned all thecreatives, the artiststo do a lot of this war.So five of the area, there'sa lot of new restaurantsand eateries opening up.OK, so I'm a little confused.Does he like to eatat these places?He's this is his business.He he's sort of partners with.So if you look at his Instagram,he partners with other peoplewho make quite, youknow, great food.OK, so here's whereI'm a little confused.So this is a project thatyou're actually trying to getor working on.Is that right?Yeah OK.So this is theoreticallydone in some kindof hypothetical space.So to try and teach, everybodyhad to profile people.And so if we're trying tocreate an empathy graphfor this person, Iwould like to seehim a little bit more centeredto kind of like, what do wefocus on, right?So instead of shovinghim to the side,so I still am a little confusedas to who this person is.Is this a venture capitalist?Is he a serial entrepreneur?I don't understand him just yet.Yep.OK.Sure and then andthen we would thenmake these otherthings a lot smaller.Relatively speaking,because sizecommunicates importanceand position alsocommunicates importance.So when you guys do thislater on for yourself?I didn't mean to go this deepinto this kind of conversation.Typically, then youwould put the personon the left hand side.So we read him first, like,this is our main personand he doesn't have to be.Physically doingthat, like you couldshow a person who's dressedthe way that he is dressedand then show thathe likes musicand DJing and eatingat these places,or investing and showingus a slice of his worldand how he lives.OK And I get that, sothere's probably a.Would you actually did youactually present this to him?No, no, no, no, no.OK I've just done.I've had a strategysession done.Yes I see you buildthis out on him.Oh, I see.I see.OK I get it.OK, so he's into theoutdoors and he'sinto going to clubsand bars and DJing.So he's got a lotof interest, right?OK, so I get that.So here's what weprobably would do,too, is if I wasadvising you to dothis, what I wouldtry to do is not leantoo much on any one thing.There's a lot of images ofcoffee and perky blendershere, so I think you're tryingto tell the client as you'reprofiling this person.He goes to the coffeeshop a lot and he careswhat coffee is that right?Yeah OK.So what I would dois to not dovetail itinto what the clientswant to see already,but just give us a sense ofthe world that he lives in,like where does he live?Is it in a loft?Is it flat?What does it look like?Does he have a family?And then to build that all out,so we get a sense of his life.This is a photoalbum of his life.Right OK.All right.I'm going to move on.OK, let's.This is.Is this Smiley graphics?Whoever's work this is thatwould be me who's saying,who's that?The a beautiful baby.Yeah, beautiful.OK, so here, what do we see?Who's our her ideal customer?Looks like someone that likes.You know, they like.Organization, form,style, happiness,some sort of, you know,kind of tranquility.I was thinking, who is veryenvironmentally conscious,like they reallycare about improvingnot just like the environment,but like family lifestylebecause you've got kidsand you kind of gotthis cool location whereit could be like New homesand things like that.So it's like somebodywho wants to just improvethe environment, but kind oflike start something new startskind of like start arevolution of like howI guess you live,like, like a lifestyle,like a cleaner,healthier lifestyle.Mm-hmm Well, there'simages of rocks balancing,so there's must besomething about that.And we see thatthere's a connectionto family and the outdoors,very natural things.And then I seethis thing up heresays, don't buy this jacket.What is all about?There's a newspaper saying,don't buy this jacket.So maybe there's thisthing about sustainabilityor consumerism,something like that.And then the imagelooks like a communityof all different shapes,sizes, races coming together.So I don't know if there'slike some kind of potluckor is this aftera disaster happensproviding food for communities?There's something thereand it's centered.I thought it couldhave been a craft fair,but it does look more likesharing of a meal, right?Something like that.then you see this really trippy.I don't know, justre-imagining of Portlike this harborthat's happening here.There's something veryfuturistic about that,so this person is notjust some earthy person,I also thinkingabout the future.OK, so who are we talking about?Who's the ideal customer here?They shop.You want me to go.Yeah Yeah.Yes.You guys are allhitting it on the nail.We got it.Yep, perfect.OK beautiful.So you've done a good job.So then you guys can read this.Of course, everybody postedtheir PDF via Dropbox link,so you guys can checkthat out, right?All right, let's go on.This is where I go.So here's just move forward.Based on the imagesthat he selected,who's this ideal customer?Kid Minecraft boys, Minecraft.Where's the Minecraft image?I'm just saying it looks likea kid who likes to build stuff.Oh, I see, OK.OK most of everything ismade out of wood almost,but there's not ahovering vintage car or.Right, right in the middlethere, middle, right?Anybody else minimalistic?Mm-hmm Future orientedscience stuff.Mm-hmm Right educational toys.Mm-hmm I would have saideducational toys for kidswouldn't focused.So my read on thisis that I don'tthink he's targeting the child.Maybe I don't know.I think he's targetingthe company thatmakes toys for kids' educationaltoys that are sustainable,that are natural.They're probably alittle bit more premium.And maybe there's a biggermission about educationand the belief in play.I know that's a big,important thing.And there's this weirdglass out in the forest,which is super cool.So, so maybe about mixingmodern and old together.And then I see that same ideaechoed in the wooden laptop.And there's something that'sreally cool about thatand about exploration withthis kind of futuristic lunarlooking vehicle on the farright and the floating car.OK so what do we got here?I go.Who's your ideal customer?What are you guys?Basically nailed itis everything youdescribed is basically that.OK, so it's ourcompany, it's a CEOof a company that isbuilding these toys thatwould be had to be morecreative and to developthese new skills thatare not only targetedfor like smaller children,but everyone in any agecan use those.But yeah, everythingyou described kind ofmeant that just to add for that,the reason why I picked this,I think it was more abouthow I relate to that to most.And that would bemy ideal clientin the sense of where Ican learn myself as well.These topics in this industry?You know what?What would beinteresting for me?I'm going to give you some,some design advice on howto do these things, especiallyif you're going to present themto a client.OK like I saidbefore, ideally I'dlike to see the personwho you're targeting inhere somewhere like this iswhat he looks like or sheand maybe that they wear somekind of really casual suit,but really funky sneakers.So you know thatthere's businessand there's playall in one thing,and curating and findingthese images takes timeand it's like you haveto be very intentionaland the child is importantin this person's lifeand looking at them,but they're notthe person you're targeting.So that's where I thinkwe need an image there.The other thing Iwas going to sayis, you have all this space.I would love foryou to just makeyour images a little bit biggerand to capitalize on this.And not to make them.Also, even so thatwe help to directthe eye towards somethinglike this is really important.Guys look at this firstand then from that,look at these things.So we want to control how theAI flows through these moodboards.OK and you don't have tohave so much white spacebecause you're only per thelimitation of the assignment.Exercise is just use one page.So you have to be verycareful about how youdesign a lay these things out.But OK, so it lookslike who this person is,and we're trying to look atthe world through their eyes.So tell me whatthey're doing at home.What are they doing at workor what do they do for fun?I want to see, like Isaid, it's a snapshotof photo album of their life.Not just the thingsthat they want to make.OK