Leadership

Leveraging AI for Business Growth and Personal Branding

This discussion explores how professionals can strategically use and communicate their AI usage to create business opportunities and enhance their personal brand. Chris Do and other participants, share insights on incorporating AI into external communications, client presentations, and personal branding strategies.

AI as a Differentiator in External Communications
Incorporating AI into Outward-Facing Communications
Using AI as a tool to stand out in the market

Chris Do emphasizes the importance of incorporating AI into external communications to create more opportunities. He notes that AI is a significant buzzword, and by mentioning it in your outward-facing communications, you can differentiate yourself from competitors. This strategy can help you stand out, even if it's just by a small margin. The key is not just using AI internally, but actively communicating about it externally.

Action Steps:
1. Identify areas in your business where you're currently using AI
2. Craft messaging that highlights your AI usage in client communications
3. Create content (blog posts, social media updates, etc.) showcasing your AI expertise

Leveraging AI for Speaking Opportunities
Using AI expertise to secure speaking engagements

Chris shares his personal experience of being invited to speak at events specifically about AI in corporate branding. He notes that he's not an AI expert, yet these opportunities arose because he publicly discussed AI. This illustrates how positioning yourself as knowledgeable about AI can lead to new opportunities, even if you're not a deep technical expert.

Action Steps:
1. Develop a presentation or workshop on how you use AI in your field
2. Reach out to industry events or conferences offering to speak on AI applications
3. Share your AI-related insights on professional networks like LinkedIn

Chris emphasized how leveraging AI can set you apart in the marketplace, helping you attract more business opportunities. He also touched on the risks and benefits of equity deals, drawing from his own experiences with acquisitions, hiring, and client work. His advice? Focus on your strengths and short-term strategies to improve your bottom line. The team also discussed challenges with non-profit clients, particularly how their causes, communication styles, and financial commitment should align with your own business criteria for success.

The discussion on equity deals for influencers and content creators provides valuable insights into an emerging trend in influencer marketing and startup partnerships. Chris Do's experience and perspective highlight both the potential rewards and risks associated with these arrangements. Key takeaways include the importance of long-term thinking, understanding the trade-offs between cash and equity, and the need for a strategic, diversified approach to these opportunities.

For influencers considering equity deals, it's crucial to:

- Thoroughly evaluate potential partner companies
- Seek professional legal and financial advice
- Align personal goals with company objectives
- Develop a portfolio approach to spread risk
- Continuously educate oneself on business valuation and startup dynamics
- By approaching equity deals with a well-informed, strategic mindset, influencers can potentially benefit from the long-term
success of innovative companies while contributing meaningfully to their growth.

Equity Deals in Content Creation and Influencer Marketing

This discussion explores the emerging trend of equity deals between software companies and content creators or influencers. Chris Do shares his experiences and insights on how these deals are structured, their potential benefits, and associated risks.

Understanding Equity Deals
The Concept of Equity Deals for Influencers

Software companies offering equity to influencers for customer acquisition

Software as a Service (SaaS) companies are increasingly offering equity to influencers in exchange for help in acquiring new customers. This approach allows companies to tap into established audiences without spending heavily on traditional marketing. The goal is typically to reach a critical mass of satisfied customers (e.g., 200-300) before focusing on scaling. This strategy, as explained by Daniel Priestly, enables companies to align with influencers who share their core values and traits.

Action Steps:
1. Research SaaS companies in your niche that might be open to equity partnerships
2. Evaluate your audience's alignment with potential partner companies' target markets
3. Develop a clear understanding of your audience's size, engagement, and conversion potential

Structure of Equity Deals

Typical equity percentages and expectations in influencer deals

Equity deals usually involve small percentages, often 1-2% or less of the company. Instead of receiving a cash payment (which might range from $30,000 to $100,000), the influencer receives this small equity stake. The potential payoff comes if the company is sold. For example, a 1% stake in a company sold for $100 million would result in a $1 million payout. This structure encourages influencers to think long-term and align their interests with the company's success.

Action Steps:
1. Calculate potential outcomes of equity deals vs. cash payments for your typical collaborations
2. Consult with a financial advisor to understand the tax implications of equity deals
3. Develop criteria for evaluating potential equity partnerships based on company potential and your risk tolerance

Key Considerations for Equity Deals

Risk vs. Reward
Balancing the high risk and potential high reward of equity deals

Chris Do emphasizes that equity deals in startups are inherently high-risk. The potential for a significant payout exists, but many startups fail or struggle to achieve profitability. He shares his personal experience with four equity deals, highlighting that most have not resulted in successful outcomes. This underscores the importance of not relying on equity deals for immediate income needs and viewing them as potential long-term investments.

Action Steps:
1. Assess your financial stability and ability to take on high-risk investments
2. Create a diverse portfolio of collaborations, balancing cash payments with selective equity deals
3. Develop a system for tracking and evaluating the progress of companies you have equity in

Performance Metrics and Expectations
Focusing on specific customer acquisition goals rather than content deliverables

Unlike traditional influencer partnerships that focus on content deliverables (e.g., number of posts), equity deals typically center around helping the company achieve specific customer acquisition goals. The influencer has the flexibility to achieve these goals through whatever means they find most effective. This approach requires a mindset shift from being a service provider to thinking like a business partner with a vested interest in the company's success.

Action Steps:
1. Develop strategies for driving customer acquisition that go beyond your usual content creation
2. Create a system for tracking the impact of your efforts on a partner company's customer growth
3. Regularly communicate with the partner company to stay aligned on goals and progress

Mindset and Approach to Equity Partnerships

Shifting from Service Provider to Business Partner

Adopting a partnership mentality in equity deals

Chris Do emphasizes the importance of truly thinking like a business partner when entering into equity deals. This means going beyond simply fulfilling content requirements and actively engaging with the company's growth and success. It involves regularly checking in on the company's progress, offering strategic input, and being invested in the long-term outcomes. This shift in mindset is crucial for maximizing the potential of equity partnerships.

Action Steps:
1. Develop a habit of regularly reviewing and analyzing the business metrics of companies you have equity in
2. Proactively offer strategic suggestions and support to your partner companies beyond content creation
3. Network with other influencers involved in equity deals to share best practices and insights

Evaluating Potential Equity Partnerships
Criteria for selecting equity deals and assessing company potential

When considering equity deals, it's crucial to evaluate the company's potential for growth and eventual sale or profitability. Chris advises against entering equity deals out of immediate financial need. Instead, focus on companies with strong leadership, innovative products or services, and clear paths to scalability. Consider factors such as the company's current revenue, growth rate, and potential market size.

Action Steps:
1. Develop a checklist of criteria for evaluating potential equity partnerships
2. Research successful exits in the relevant industry to understand what makes a company attractive for acquisition
3. Build relationships with entrepreneurs and investors to improve your ability to assess startup potential

Financial Aspects of Equity Deals
Understanding the Trade-offs
Balancing cash payments with equity stakes

Chris Do explains the inverse relationship between cash payments and equity stakes. The more cash an influencer takes upfront, the less equity they typically receive. This presents a strategic decision for influencers: prioritize immediate income or potential long-term gains. Chris provides an example where choosing full equity (1%) over a $100,000 cash payment could result in a $1 million payout if the company sells for $100 million. However, he emphasizes that this is a high-risk scenario and should not be relied upon for immediate financial needs.

Action Steps:
1. Create a personal financial model to determine your optimal balance between cash and equity compensation
2. Set clear financial goals and timelines to guide your decision-making on equity deals
3. Develop a strategy for reinvesting cash payments to diversify your income streams

Valuation and Exit Strategies

Understanding company valuations and potential exit scenarios

Chris touches on how software companies, particularly those with subscription models, are often valued. He mentions a common "10x multiplier" on annual recurring revenue for company valuations. For instance, a company with $10 million in annual recurring revenue might be valued at $100 million. This knowledge is crucial for influencers to understand the potential value of their equity stakes and the goals the company needs to achieve for a successful exit.

Action Steps:
1. Educate yourself on basic business valuation methods, particularly for SaaS companies
2. When considering an equity deal, request information on the company's current revenue and growth projections
3. Discuss potential exit scenarios and timelines with the company before agreeing to an equity deal

Legal and Contractual Considerations
Importance of Legal Counsel

Seeking professional legal advice for equity deals

Chris emphasizes the complexity of equity deals and the importance of consulting with an attorney. He prefaces his advice by stating he's not a lawyer and that his insights are based on personal experience. This underscores the need for professional legal guidance when entering into equity agreements, as they can have significant long-term financial implications and involve complex contractual terms.

Action Steps:
1. Identify and consult with a lawyer experienced in equity compensation and startup law
2. Create a list of key questions and concerns to discuss with legal counsel before entering any equity deal
3. Establish a relationship with a legal advisor for ongoing consultation as your equity portfolio grows

Vesting and Performance Criteria
Understanding how equity is earned and vested

Chris explains that equity in these deals is typically tied to performance metrics, such as helping the company onboard a specific number of new customers. Once the influencer meets these criteria, their shares are fully vested. It's crucial to understand the specific performance expectations and vesting schedule associated with each equity deal.

Action Steps:
1. Clearly define and document the performance criteria and vesting schedule for each equity deal
2. Develop a system for tracking your progress towards meeting the agreed-upon metrics
3. Regularly communicate with the company to ensure alignment on progress and any potential adjustments to goals

Strategic Approach to Influencer Equity Deals
Long-term Thinking and Portfolio Approach

Viewing equity deals as part of a broader investment strategy

Chris advocates for a long-term, portfolio approach to equity deals. Rather than relying on a single deal, influencers should consider building a diverse portfolio of equity stakes in different companies. This approach spreads risk and increases the chances of benefiting from a successful exit. It also requires patience and the ability to withstand the potential failure of some investments.

Action Steps:
1. Set a goal for the number of equity deals you aim to participate in over a specific timeframe
2. Develop criteria for diversifying your equity portfolio across different industries or company stages
3. Create a system for regularly reviewing and rebalancing your equity portfolio

Leveraging Your Unique Value as an Influencer

Understanding and maximizing your value in equity partnerships

Chris highlights that an influencer's value in these deals goes beyond just their audience size. It's about the ability to effectively onboard new customers and contribute to the company's growth. This requires understanding your audience's behaviors, preferences, and potential alignment with the partner company's offerings. It also involves being creative and strategic in how you leverage your influence to drive customer acquisition.

Action Steps:
1. Conduct an in-depth analysis of your audience demographics, interests, and purchasing behaviors
2. Develop case studies of your most successful brand partnerships to showcase your value to potential equity partners
3. Create a unique value proposition that highlights how your influence can drive customer acquisition beyond just content creation

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You deserve a team you LOVE and a business that doesn't depend on you! Discover how to create more SCALABILITY in your business and FREEDOM in your life … WITHOUT sacrificing the quality of your customer experience. This program is dynamic, funny, moving, and filled with actionable value. (This is call 2 or 3).

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Catch Part 1 here.

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About Joey Vitale:

Joey Vitale is an internationally renowned speaker, award-winning attorney, and business growth consultant. He has spoken to tens of thousands of people across the world. Joey has worked with influential brands like Cultivate Advisors, Honeybook, Maximum Lawyer, and The Futur.As a trusted business growth consultant, Joey helps impact-driven business owners who want to achieve exponential growth and realize their full potential.His forthcoming book is entitled: The Business Growth Advantage: How to Run Your Business in One Hour a Week, Crack the Social Media Code, and Make Limitless Income & Impact.

In this workshop, "Designing for Social Change: Unlock Opportunities for Income and Impact," we'll explore how creative fields, from marketing to video production, can power societal transformation. We'll unpack the importance of human-centered design, inclusivity, and accessibility, and shed light on the increasing demand for such socially responsible work. Time permitting, we'll end the session with a hands-on activity where participants brainstorm a creative project aimed at addressing a chosen social issue, effectively putting theory into practice.

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About Dana:

Dana Middleton is an integrative impact designer, social epidemiologist, and “empathetic alchemist” with an interdisciplinary background that includes public health, human-centered design, marketing and strategic branding, health communications, and instructional design. She is driven to help corporate leaders navigate the complexities of social change and turn challenges into opportunities for impact, blending artistic creativity with scientific, data-driven methodologies in her approach to impact design.Dana is the founder of Compositions, an integrative impact strategy and design firm that helps HR professionals leverage their corporate brand strategy to transform existing responsibility efforts into authentic and sustainable impact experiences.A Public Health doctoral candidate, with a Master of Liberal Arts in Social Sciences & Instructional Design/Education, and a Bachelor of Science in Public Health Education, Dana's academic background enriches her understanding of social change dynamics. With an AHA Credential in Diversity Management, certifications in Brand Strategy, Social Justice Leadership, BEAM Administration & Management for Public Health, Strategic Healthcare Marketing, and Professional Certified Marketer/Marketing Management (PCM), Dana stays ahead of industry trends and enhances her ability to support equitable impact advancement.Beyond her client work, Dana actively engages in the social impact community. She serves on the Board of Directors for the Social Marketing Association of North America and collaborates with influential organizations like the American Hospital Association's Health Equity Influencers Roundtable, the Black Directors Health Equity Agenda, the American Public Health Association, and Social Value International.

You deserve a team you LOVE and a business that doesn't depend on you! Discover how to create more SCALABILITY in your business and FREEDOM in your life … WITHOUT sacrificing the quality of your customer experience. This program is dynamic, funny, moving, and filled with actionable value. (This is call 1 of 3).

‍
About Joey Vitale:

Joey Vitale is an internationally renowned speaker, award-winning attorney, and business growth consultant. He has spoken to tens of thousands of people across the world. Joey has worked with influential brands like Cultivate Advisors, Honeybook, Maximum Lawyer, and The Futur.As a trusted business growth consultant, Joey helps impact-driven business owners who want to achieve exponential growth and realize their full potential.His forthcoming book is entitled: The Business Growth Advantage: How to Run Your Business in One Hour a Week, Crack the Social Media Code, and Make Limitless Income & Impact.

Join Chris Do for a coaching session with Pro members. Topics of discussion include how to develop better podcasting and interviewing skills, how to build a community and who to hire first in order for the community to be successful, how to select the ideal clients and maintain healthy work-life balance, and how to go about hiring and outsourcing a team of freelancers.

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Podcasting Resources:

Dick Gordon The Story

Story Corp

Riverside FM

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There's this weird thing that happens when you become a leader: you stop doing hands-on work. You wake up one day to see that your team or agency has grown and you've been asked to step up and lead. You may find that you are interacting with clients more and managing their expectations. But what does being a good leader look like on both sides of these scenarios? That's exactly what this office hour will explore. Join Eric Moore as he shares what he has learned from over 10 years leading different design and product teams and what that transition from individual contributor to leader looks like. • You will learn ways to effectively communicate at a team and client level. • Learn techniques for managing up among other leaders and stakeholders • How to manage conflict resolution

I love the story of Chris Do's Real Estate Broker, Robert. Calls him up once a year and occasionally takes Chris Do out on lunch. He is the only broker to maintain a relationship with him (16+ years). Robert even sent over a tailor to get a custom-made shirt for Chris Do.

Chris Do leads a keynote on effective leadership is and how it differs from management.

Mo Ismail leads a keynote on becoming a better problem solver during a strategy session.

Chris Do talks with the group about being a better facilitator during a strategy session.

In this video, Greg Gunn shares insights on developing and mentoring individuals within a business to bring out their best work. He highlights the significance of personal connections and understanding the skills, personalities, and goals of team members, including interns. Greg suggests conducting entrance and exit conversations with interns to gauge their aspirations and ensure a mutually beneficial experience. By aligning goals and providing meaningful mentorship, he aims to offer valuable opportunities, even beyond assigned roles. Greg emphasizes the importance of recognizing individuals as people and considering their interests while balancing team needs. He acknowledges that not every interest may have corresponding opportunities but emphasizes the value of mentoring and supporting individuals.

Chris Do talks with the Pro Group about how we are all in the same business. The customer service and marketing business.

Like everything in life, you have to do your due diligence, ask good questions when vetting another person in the group.

Chris Do makes the vision and mission as clear as possible, and he reminds people of this all the time. After that, they are free to choose and self-select.

When you're buried in work and your team is dying, you need to be a good leader and say, "You know what, we need to turn down some work or just hire more people."