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Leading Thriving Teams in 2023

What prominent issues are hindering leaders from leading thriving, successful teams? What can we do as leaders to get past these obstacles? Guests from various episodes of season one of Drink From The Well tackle these questions in this candid conversation to celebrate the launch of the show.

Leading Thriving Teams – Episode Highlights

  • What is the number one issue that we're facing in 2023 regarding creating healthy workplace cultures? (3:22)

  • How do we go forward in creating an environment to heal, counteract, or change employees' constant workplace burnout in some way? Is that possible? (6:55)

  • How can we manage the expectations of the folks that we are in business with so that we can start creating healthy boundaries in teams, but also in the expectations that we have in working with clients and customers as well? (15:15)

  • How does having a unique business model translate into how a team runs or how the management style runs? How is being a “disruptor” helpful in creating thriving teams and organizations? (22:48)

  • How can a manager, a boss, or an organization make their organization or their environment more welcoming? (25:51)

Full Transcript

Tina Dietz 

Hey, everybody. Welcome to our Drink From The Well Launch Celebration and our conversation roundtable about creating thriving teams in 2023. This is a conversation for leaders, for aspiring leaders, for those who are leading from the bottom up, and everybody in between. I am Tina Dietz, I'm the CEO of Twin Flames Studios and your host for this conversation for today. I'm thrilled to be talking with all of you on this particular topic. It brings me nothing but great joy and interest to have so many leaders around the world talking with us about Leading Thriving Teams. We have been producing a series, after doing a great deal of research, on the most impactful topics in the workplace today, the things that are affecting teams, the things that are affecting leaders, the things that are affecting us all, particularly in this highly changing post-pandemic world. We have created a monthly series of topics in the podcasting world, because that's where my company lives and thrives, to help leaders have a place of refreshment and wisdom that they can go to and become refreshed and walk away with more knowledge and even better than they were before. Stress among workers globally is at an all-time high, and employee engagement is only 21%. Those people who consider themselves thriving are really even a third of people in the world. Only a third of people in the world consider themselves thriving. When you consider that more than a third of our lives are spent at work, almost half of our lives are spent at work, this is a major issue. That is a lot of what we're going to be talking about today. In the US and Canada alone, 71% of workers are looking to be in the market for a new job. So let's bring on our panel of guests and experts so that we can get this conversation really started. I am absolutely thrilled to be in this esteemed group of folks. We have experts from a number of our different episodes, Candy Barone and Lisa Wimberger from our episode that just dropped on the paradox for leaders of psychological safety, Katherine Torrini who joined us for our Dare to Suck episode that's coming up in a couple of months on creativity, Alicia Dattner from Live, Laugh, Lead, which is all about how humor can cause transformation in the workplace, Dr. Valerie Rene Sheppard from The Heartly Center who joined us for our episode on leading in multi-generational workplaces, and Josh Cliffords, the CEO of Free Water, who you'll be able to hear more from not only today, but in our upcoming episode in June on Leading in Uncharted Waters, which is all about whether capitalism, activism, and conservation can all work together in harmony. So happy to have you all here today. What we're going to do, just by having everybody introduce themselves a little bit more, we are going to have you each take one minute, introduce yourself, and answer this really important question very, very briefly. Let's keep it all to one minute each. And that is, from your perspective and expertise, what is the number one issue that we're facing in 2023 regarding creating healthy workplace cultures?

Lisa Wimberger 

For me, I think the biggest challenge in 2023 is perceptual safety and feeling seen and heard. That's what I'm feeling.

Dr. Valerie Sheppard

I work with entrepreneurs and executives and emerging adults, one of my favorite groups, and what I'm hearing from all of them is that the transition into predominantly working virtually is something that nobody's really teaching them how to do. They're learning it off the cuff. There have been a lot of examples of ways that their leadership hasn't really changed to deal with the changing environment in which they are applying their leadership. So that, to me, is the biggest.

Candy Barone

One of the things that I would say has been the biggest challenge is the fact that there are a lot of companies and a lot of leaders right now that think 2023 is supposed to look like 2019. What I mean by that is there is this frenetic energy of trying to go back to what was and thinking that everything that's happened in the last couple years has not shifted everything on an entirely new level. So, for me, the biggest challenge is the fact that we're not going back. We need to move forward and most leaders do not understand how to do that.

Katherine Torrini

I would say that one of the biggest challenges I see is, or I would call an opportunity, I suppose, for people to truly know how they individually operate, like how they deal with challenges, how they like to receive information, how they deal with conflict, and all of these things, to really, really know them, and then to be able to communicate with their team members, what helps, what doesn't, and to normalize that you're going to show up sometimes and need support. You're going to show up and need things. You're not always going to have the best day, if you will, and you still show up and you still do your job. You're sort of like a little instruction manual that your team members have about you and you have about them, like to just really make that normal.

Alicia Dattner

I would say the biggest challenge in my mind is that we're taking ourselves too seriously. There's that deep, deep need to be seen and felt. And rather than asking the world to do that, we see and feel ourselves and let ourselves come out and be seen. That would take a lot of pressure off of, “You guys do it differently.” And wow, what if I just be me, differently?

Josh Cliffords

I think the issue on the culture side of things, and I'll speak with a few companies I know, is that no one in the company cares in the first place. Somebody hires someone to run it, be the CEO, the CEO doesn't care, they just went on Indeed and tried to find the easiest job with the least responsibility, and then everybody else gets a job at that company, whether you're a graphic designer, software engineer, salesperson, they all went for the job with the easiest pay with the least responsibility. And then all of a sudden, you have nobody at the company who's passionate about anything. You can't push any meaningful work, and then, eventually, they just blow through whoever financed its money, and then everybody moves on to the next job they don't care about.

Tina Dietz 

So let's start, Josh, with the framework that you're talking about here and the people coming into the workplace already feeling burnt out, already feeling jaded, already predisposed to just putting in their time, punching a clock, and punching back out again. I'd love to have any of you chime in on the topic of how do we go back to or go forward to, to Candy's point, creating an environment to heal that, to counteract that, or to change that in some way? One, is that possible? And two, how do we do that?

Candy Barone 

First of all, I absolutely agree with what Josh just said. I think there are a lot of people that are way past being engaged. And from the leadership level, I think one of the things to start this conversation is that most of us leaders, as well as just individuals, need to realize that most people actually aren't okay right now. I think that we keep blowing past this topic of mental health, I think we keep blowing past the topic of burnout like it's a badge of honor. And there is notably not a person in the Western Hemisphere that has some kind of work that isn't experiencing some level of burnout. So I think we need to actually open up the conversation around that and how that is changing its form. What we used to know is not burnout. People are functioning from a level of constant burnout, and their nervous system is in constant distress. And we just keep blowing past that like it's not happening.

Lisa Wimberger

To Candy's point, I think that's exactly it. An organization is a function of all of the people in it, right? So all the people in it, if you just imagine, let's macro out and pretend it's a nervous system. The organization is a nervous system, it's an entity and all of the beings in it are organs or cells, if you will, of that nervous system. With even one small dysregulation, you are going to have systemic dysregulation at some point if you don't address it because dysregulation and a move toward chaos are the natural order of things. So you actually have to put in the work to keep the regulation. Stepping into the self-help world for a minute, I think there's this ridiculous assumption that grace and regulation are easy. Just read this book, and it's easy. It's not easy. It's the hardest work you'll do and it's daily work and it's every single day and there are things to do to regulate that are required for you to just show up and actually do them every day. So it's work to regulate and it's not in our budgets. It's not a line item on the budget list to make sure all of your employees are regulated. No, it's like, make sure they're productive, make sure that they check this box, they did their compliance training or what have you. But ultimately, a regulated individual creates and co-regulates a group, which then regulates and co-regulates an organization, which then regulates and co-regulates a community. And I feel like it needs to go back to the individual.  To just say something to Alicia, I feel like comedy is one of the most joyful ways to regulate. It should be a mainstay of everybody's self-regulation protocol. I feel like it's the highest form of alchemy. I'm a self-help person, I'm a meditation person, but really, what trumps all of that for me is comedy. So I really appreciate you being here and participating in this conversation because I think that is the secret mojo right there.

Dr. Valerie Sheppard 

Yeah, I wanted to chime in a little bit on what I'm hearing from both Candy and Lisa, what I consider humanizing organizational effectiveness. What happened with organizational effectiveness is the things that deal with EAP programs, employee assistance programs, they're out there like mental health is. You can tap into it when you need it but there's such a stigma associated with tapping in that even when people are absolutely positive they need it, and most people don't even recognize that they do, but even when they're absolutely positive that they need it, it's a shun kind of thing, like, I would never do that here. because somehow, whatever HR does, or EAP does, it's going to get blasted out there. And so this whole idea of turning things on their head and making the EAP program how we deliver organizational effectiveness, as what I call a forever practice, it's a daily endeavor to make you the best you can be, so that what you're contributing to the organization is at a higher vibration. So I do self-mastery work, which is mastering you in your life so that you can exquisitely manage whatever your life brings your way. And that's all about self-awareness, self-acceptance, and self-love. So in the space of noticing, “Wow, I'm really in my coping behaviors for four years. That doesn't make sense. I'm doing things just to cope, which means I'm actually in lack, limitation, struggle, and strive and not enjoy, peace, grace, and thrive.” And so organizations at the top need the people running the organizations, but I talked about the entity as an organism, need to role model the behavior of self-care, role model the behavior of, “I don't got this,” of vulnerability, and that in order to achieve the stretch goals and the bottom line numbers and the financials, the people have to be in a high vibration place where their best easily comes out and the organization can thrive.

Tina Dietz

And speaking of bosses, so to speak, one of the things in the research that is very standout is that most of the issues around burnout, around workplace dissatisfaction, around disengagement in the workplace, around productivity come around this notion of management, of bosses not being able to respond to their teams in a way that has them feel safe, that has them feel welcomed, that has them feel valued. This is what has been coming out in the research in droves and droves and droves. And coming back to our episode on the Leadership Paradox of Psychological Safety, leaders are being asked to create things for their teams that they, A) may not have ultimate control or say over, or B) may not feel for themselves. So coming back to a 30,000-foot view of what companies can do from a high level, I want to speak to this myself. So as a company, we're out interacting with other agencies and other companies on a daily basis because we're a thought leadership company and we're producing podcasts and we're producing audiobooks. Something we run into regularly are these cultures of rush, these cultures of, “It has been so ingrained in us that the customer is always right that we are tolerating the demands of customers and clients that are not reasonable,” and in some cases, I would say, are almost in the realm of abusive in terms of what the expectations are. So I would like to have a conversation about how we can manage the expectations of the folks that we are in business with so that we can start creating healthy boundaries, first of all, in teams, but also in the expectations that we have in working with clients and customers as well. Anyone have some thoughts on that?

Katherine Torrini

I wrote this to a colleague just yesterday: “Boundaries are beautiful.” I feel I've really come to realize that allowing something that's not actually okay with me and then resenting it is not a gift. That resentment is a red flag that that's not okay and that whatever the friction that would come up about discussing that or standing with the boundary was, it's not worth this rock, if you will, in the middle of the relationship. And it's really not fair to the other person if I'm allowing it, then it's on me to say, “You know what? This isn't working for me.” I also work with clients on creating graphics and various wonderful visuals for their various projects, and I've learned to just set it very clearly at the beginning, like, “This is how we work and this is why, and if you need to do differently, like, you want it faster, we can usually accommodate you and just check in with us about what the fee will be.” So my initial fear was that they were going to feel picked on or that I'm slapping their wrist. But really, when I start and I say, “This is what makes the process work best, keeps us on time, keeps us on budget,” then they actually feel really well held by that. They actually feel better cared for, because I've owned what works and what doesn't and set those beautiful boundaries. Not always easy, but I found it's just really worth it in the end.

Lisa Wimberger

I think that was a perfect segue because I agree, it's boundaries. I feel like having a nice clean conversation with your end user around, “These are the deliverables, this is what to expect,” and not be afraid to stay in our lane and stop trying to be everything to everyone. I mean, I deal with entrepreneurs who are Renaissance men and women and these people have a list of things that are so diverse that they are experts in. And it's mind-boggling to try to keep up with that and that's what's out in social media. “I'm an entrepreneur, I'm a business person. I'm a pro athlete, and I invented this supplement, and oh, yeah, by the way, I bought a cruise line. Now, I'm going into event planning.” And I'm not kidding, I interact with people who, if you lived in the Renaissance, would have been in the top .001%. You would have been Copernicus or DaVinci or Michelangelo. Now, it's everybody on Instagram. And now organizations are rushing to do that as well. “I need to provide you every kind of service possible,” and this sets us up. We're a bunch of entrepreneurs here. You know this drill. You know that when you set up your business, you're trying to do everything until you have the painful experience of, “Oh, no, I can't do that,” and, “I did it wrong and worse, and now I gave myself a lot more work.” So then you, eventually, through trial and error, learn to stay in your lane, be that thing, be it to the depth of the highest efficacy and vibration you can, and stop trying to dilute and go broad. I feel like, for me, I'm saying this as a reminder to myself as much as a statement about the industries that we're all talking about, boundaries, admission of ineptitude, and not being afraid of that, admission of genius and not being afraid of that, and then just go stay where you are gifted and bring those gifts. Everyone's too much of everything all the time. We're all also ambassadors of sports gear and fashion and jewelry on top of all the other things. I don't even understand how there's enough time in the day for all of this.

Candy Barone

Yeah, actually there are two things I'd like to say. One is the idea that we need to move out of a culture of busy. I think we've been talking a lot about that. I call busy “buried under shoulding yourself.” And so it's the layers and layers of the shoulding that keep getting piled up on top. What's interesting is, Tina, you talked about this, KPIs. Yes, most organizations are driven by metrics. The problem is they're measuring the wrong thing. They are measuring how much shit gets done versus the actual outcome of what they are focused on and the impact they're creating. So first and foremost, is to change the metric around what is the impact or what is the outcome, not how much and what did we achieve? Because the other thing that I want to address is, both Katherine and Lisa talked about this, and even Dr. Valerie talked about this, the individual approach, that if we're going to have a top-down, leaders are going to model how to manage themselves, first and foremost, they need to understand their own wiring. What I mean by that is a couple of things. I do a lot of work in human design. But whether it's that or not, we need to move beyond a DISC or Myers-Briggs assessment and think that is a gauge on how we are going to assess how people are wired. Someone like me, when I hear Lisa saying, “I'm a manifesting generator who has a very defined route,” I actually need to have multiple projects, multiple things, and I run very fast. Someone else who is wired differently should not and cannot work in that capacity. When we can understand that the majority of the population wasn't even designed to be getting stuff done, it was more around fulfillment, satisfaction, and a redefinition of success, we change the game about how we all own our own individual leadership. I talk about leadership as a choice but leadership ultimately starts with you leading yourself first. It starts with understanding that busy is the ultimate four-letter word. It is not equivalent to productive, it is not equivalent to fulfillment, it is a four-letter word. And we need to take inventory and stock of, “Do I even know my own wiring? Do I even know how my energy moves?” Because if I don't, I can't lead anybody else.

Tina Dietz

Yeah. So now that we've had a conversation about leaders and about the individuals on teams, Josh, I was wondering if you would be game to chime in because the way that you have developed Free Water has been what colloquially would be called a disrupter in the industry. Your business model is very different, you've encouraged folks to take your similar business model and run with it because you're committed to changing the world, you're committed to clean water, and saving lives. So how are you finding that translates into how your team runs, how your management style runs, or if there's even anything in the bones of how the business model works that you're finding is helpful in creating teams and organizations that live more in this world of thriving that we're talking about.

Josh Cliffords

In the earlier years, I was not successful because I wasn't able to communicate the vision as well as I can today. You need to be able to clearly communicate what you're working on, and by doing so, if you're lucky, you'll find people that want to work on it with you. The difficult thing, and again, every company is different, is it's the nature of what you're trying to do. Since we're the first in the world to do this, and we're also building really advanced technologies, it's a little bit different in that I'm personally working seven days a week from 8 am until 1 or 2 am and I've been doing that for five years to cover this much ground so quickly. I'm trying to find that really small percentage of people who are willing to do the same. It's really difficult because as you mentioned, people weren't designed to do stuff like that. But if you're really trying to do something that's never been done, that's the top 1% in difficulty, you kind of need the top 1% in people. As a startup, we have 15 people in the company so far, everybody for equity. Nobody's getting a salary so it's even that much more difficult because then it's a situational thing. They might have the skills and personality you need but not the financial bandwidth. I think that it just starts with communication and creating an environment where you don't onboard anybody unless you really believe that they're relentless because I find that a lot of people whether they're a software engineer, salesperson, or whatever, maybe they're willing to tear down and rebuild three times, but not many people I meet are willing to tear down and rebuild as many times as it takes to do it right. And so I think that that's really difficult. I often just find myself doing it myself, or finding the people that can. With that said, because it's taken me six years to do what I foolishly thought I could accomplish in two, a lot of people have come and gone like the seasons because they join your startup, the contract says four years of vesting, and they read it, but they don't really understand what four years is. And so, you've seen some people come, go, waste time, add value, some people stay, it's really hard to find people that will really do anything, I mean, ethically, anything that it takes to just get the job done. I think it gets harder and harder and harder.

Tina Dietz

To bring it back home to this notion of first principles and creating spaces that are welcoming, I'd like for everyone to go around and just give a piece of advice about how can a manager, a boss, or an organization make their organization or their environment just maybe 3 to 5% more welcoming. Alicia, I'd love to hear your ideas on how we could do that through storytelling, comedy, and the wheelhouse of your world.

Alicia Dattner

Well, I think the most universal aspect of that is laughter. Laughter happens in the body, and it's relational. Without even making a joke, you can laugh and get the effects of laughter. Physiologically, it reduces your stress and anxiety, it releases endorphins, and it's so good for you. And I think the most welcoming thing you can do is have a laugh with another person. So starting the day, or starting a meeting with a moment, 30 seconds, three minutes of no-joke laughter yoga, just laughing for no reason. That is a space everybody can get on board with except for like, “Oh my god, this is so dumb, I feel like a fool.” Well, you can all laugh at that. You can welcome the ridiculousness of what you're doing and get all the benefits of connection and regulation, co-regulation and self-regulation, and having a give-and-take that is apolitical and deeply related. You laugh from your belly, you laugh from your knees, and from the soles of your feet. And it not just includes all people but includes all parts of the person. So our hearts are involved, our hearts get activated, our brains get stimulated, and all the parts come in and are welcomed, not just all the people but all of who we are.

Tina Dietz

So on that note, I want to thank all of our panelists today for not just being here today and having this wonderful discussion, but also for being fantastic guests on our show Drink From The Well. I encourage this audience to go out and listen to the episodes, share them with your teams, have these roundtable discussions on your own, have a lunch and learn around the topic of psychological safety, and next month, what it means to be in a capitalist society and also want to save the planet? How can we Lead in Uncharted Waters? Then, our future episodes on creativity and laughter and leading in a multigenerational workplace, pull all of this towards you, and have it fulfill something that is not just something you're listening to on a walk, but something that you're bringing into your work as well, so that we can all rise up together to reduce burnout, to reduce stress, to have more regulation, and to learn to thrive in these deeply uncertain and wild times that we are living in today. But nonetheless, we are a very creative species. I trust and I have faith that we are figuring it out, even though it is extraordinarily messy. So thank you, everyone, for joining us here today on LinkedIn. And if you're listening to the replay, please feel free to leave comments. We will come back to this and connect with each other, connect with our experts on LinkedIn and on other platforms. You can find all of us here on LinkedIn and as well as on many, many other places on the Internet since we live in this interconnected world. So thank you all for joining us here today, and we'll see you next time.

Our Guest Experts

Lisa Wimberger, CEO & Founder of the Neurosculpting Institute

Katherine Torrini, Graphic Recorder & Creative Life Coach

Josh Cliffords, CEO & Founder of Free Water

Alicia Dattner, Standup Comedian

Candy Barone, CEO & Founder of You Empowered Strong

Dr. Valerie Sheppard, CEO & Founder of The Profit Rocket Academy™

Episode Featured Resources

Episode 1: The Leadership Paradox of Psychological Safety

Episode 2: Leading in Uncharted Waters

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Let's Talk

Leading in Uncharted Waters

Can conservation, activism, and capitalism coexist? Legendary Aquanaut Ian Koblick and Josh Cliffords, Founder of industry disruptor Free Water discussing their takes on vital questions for our future, such as how leaders today are pushing boundaries, innovating, and making inroads to change our future on this planet, and how we can make a difference in the world when our future is so uncertain.

Don't miss our Leaders' Discussion Guide for this episode below – perfect for your next team Lunch & Learn!

Leading in Uncharted Waters – Episode Highlights

  • Discover how conservation, activism, and capitalism can coexist (8:47)
  • Learn how leaders today push boundaries, innovate, and make inroads to change our future on this planet (15:43)
  • See what type of leadership style leads to success (19:24)
  • Find out how to make a difference in the world when our future is uncertain (21:26)

Full Transcript

Tina Dietz

Ah, the ocean, so calming, so relaxing. It's a wonderful reminder that the turning tides of life can calm into beautiful, soft waves — until we remember the pollution and the overfishing and the coral reefs that are dying off faster than we can speak, and according to scientists, climate change will become irreversible by 2030. Holy crap! That's in seven years and — Okay, hang on now. Deep breath with me. Freaking out isn't going to help. Right? Right. But what will help are leaders who are willing to push the boundaries of conservation and humanitarianism, create innovation and action, and lead in uncharted waters. 

Today on Drink From the Well, we're exploring some vitally important questions for our future on this planet as humans. There's a drop of inspiration, a dash of creativity, plenty of communication, and there you have it, our executive elixir. This is Drink From the Well. How can we make a difference in the world when our future is so uncertain? Can conservation, activism, and capitalism coexist? How are leaders today pushing boundaries, innovating, and making inroads to change our future on this planet? As we begin, let's go back to our ocean. Thanks, ocean. It's no secret that massive changes have happened in the ocean in the last 50 years. But don't just take my word for it.

Ian Koblick 

Seas are dying, and not enough people are out there trying to take care of it or preventing it. And as I've said, now, for almost 40 years, if the seas go, they're our last resource for food, water, energy, and medicine.

Tina Dietz 

That was Ian Koblick. You might not have heard of Ian. But anyone who has spent time in the world of ocean conservation sure has. He has been an instrumental leader in ocean exploration and conservation for over 50 years, a lifetime of creating and managing educational facilities and leading conservation efforts in order to advance public knowledge and understanding of the ocean environment and its importance.

Ian Koblick 

…Anniversary of the underwater lab facility, which is the underwater hotel.

Tina Dietz

And yes, you heard that right. He has an underwater hotel. More on that later.

Ian Koblick 

The second thing is that we're celebrating our 52nd anniversary of our nonprofit foundation, Marine Resources, which runs marine education programs for over 5000 kids a year, pandemic years not included. And then, I'm deeply involved on the board of directors and run some of the programs with a new foundation called OCEEF, OCEEF.org. OCEEF has just acquired Ray Dalio, the billionaire's research vessel, which was previously called the Alucia. Now, it's called the Odyssey, and that is off going around the world doing research and education programs and marine archaeology.

Tina Dietz 

How exactly do you get a billionaire to donate a multimillion-dollar state-of-the-art research vessel to your organization? For Ian, his success comes down to networking and creating relationships that push innovation forward.

Ian Koblick

Think of me as an orchestra conductor. I don't play an instrument. I have always been a behind-the-scenes person. I've been the President of Marine Resources now, and the Founding Director, for 52 years. My networking, my contacts, I mean, I was a special assistant to the governor of the Virgin Islands, I spent a lot of time in Washington consulting and was a consulting editor of the NOAA Diving Manual, all those things have brought personalities that are now friends. We were working with Ray Dalio's foundation to acquire their ship and that kind of stalled and stalled and stalled. In the meantime, we met a person who wanted to use a ship like that to take his family around the world so they could be educated. Well, that evolved and evolved.

Tina Dietz

Despite all of Ian's involvement, he's still only one man. It's not enough to prevent the whole world's oceans from continuing to decline. But the light at the end of the tunnel is seeing the fruits of his leadership.

Ian Koblick

We have had more than 180,000 students and teachers attend our programs here. So when they came in, they were only this big, they now come back with their kids that are that big. And they say, “This is where it all started, this is how I became a science teacher. This is how I became an engineer. This is how I became a marine geologist.” It all started by dipping your head in the water and explaining to them and showing them the excitement of the ocean. And you cannot believe how many of our students have turned into major leaders in the United States in environmental programs and in education. But that's a small number.

Tina Dietz

Conservation focuses heavily on education and revitalization. Think zoos and aquariums. But while education is vitally important, it doesn't reach as many people as, say, a viral video.

Clip from Viral Video

Hello, friends and welcome to another video. This week, we're going to be journeying to a completely underwater hotel and staying there overnight. That's right. Tonight, we're going to be sleeping with the fishes. Now, it's been a while since we've…

Ian Koblick

You will see exactly, the philosophy is not how deep can we go? Or, how many samples of water quality can we take? It's how can we develop interesting, real science programs and education programs that will attract millions and millions of individuals? So we're looking at millions, not thousands, millions, and millions.

Tina Dietz

When we come back, we'll discuss how Ian is now reaching millions and millions of people using, what else? That underwater hotel.  Welcome back. Let's dive right in. Pun completely intended. Like your average hotel, Jules' Undersea Lodge has Wi-Fi, a TV, a shower, and a bedroom. Unlike a normal hotel, visitors must enter by scuba diving five feet below the surface. You can even request the services of a mer-chef who will scuba dive into the hotel and cook you a meal. The hotel started out as a research lab, but since it was converted into a hotel, Jules' Undersea Lodge has hosted a deluge of curious clientele. The novelty of the underwater hotel brought us into conversation with Ian in the first place. We were not the first to be intrigued. YouTube influencer, Ryan Trahan, came and stayed at Jules' Underwater Lodge and shared his experience in a video that went viral to the tune of 24 million views.

Clip from Viral Video 

In fact, this hotel is the only underwater hotel in America. It used to be this ocean research lab in the '80s, and then they said, “Screw it. Let's make this the first-ever underwater hotel in the world.” And voila, Jules' Undersea Lodge was born. This might be the coolest thing I've ever seen, and I'm going to spend the freaking night in it. Right now. Here's my Get Ready With Me.

Tina Dietz

Whether you love it or hate it, we're living in an influencer culture. Jules' Undersea Lodge is leveraging our curiosity and using it to bring more people into the world of ocean conservation.

Ian Koblick

I didn't know what influencers were until about two months ago. However, we started with the hotel, bringing influencers, and we just did one with a following of 9 million. They weren't divers so they were introduced, they did a resort course, and it's all documented. How do you get involved in the ocean? Come and see us in The Keys. And I'm going to really work on that direction of utilizing the influencers that already have huge followings to promote the programs that we're trying to get across.

Tina Dietz

Here's a really big question. Can capitalism and conservation coexist peacefully? Josh Cliffords is proving that it works. He's the founder of Free Water, the world's first free beverage company. It might sound too good to be true, but Josh proves it's possible to have a profitable business, give your product away for free, and fund conservation efforts simultaneously. It all has to do with finding positives in the negative.

Josh Cliffords

So I started a nonprofit organization in Eastern Europe called Save the Refugees, and we found that roughly 20% of them or more had left their country because they didn't have access to water, food, or medicine. And after hearing the same story over and over again, we were compelled to do some research and figure out how many people this could affect. But we couldn't get a straight answer so we made a guesstimation that roughly 40 million people die every year around the world because of this, but meanwhile, here in the United States, we're some of the biggest wasters in the world. We throw away $60 billion of food in the trash every year. 33% of all food in the supermarket goes from the supermarket shelf and into the trash because it's too expensive. So I was thinking, “Hey, how can we kind of kill two birds with one stone? How can we cut the waste? And how could we save lives?” And so the goal was to create a system that made saving a life as simple as eating a free slice of pizza.

Tina Dietz 

And now we're here. You might be wondering why Josh created a company to combat world hunger when the obvious step was to create a charity. Why go in this particular direction, instead?

Josh Cliffords

I have founded two nonprofits in the past. One was in California to help obese children, which was a huge failure. And the second one was this nonprofit with the refugees. And from my limited experience with both of those organizations, the issue with the nonprofit is when you run out of money, you're out of operation. So I was also looking at it from a different perspective. I thought, “Well, hey, there's been a lot of nonprofits that have been around for roughly 100 years. Why hasn't the Red Cross, quote, unquote, saved the world? How come companies like Uber were able to scale across the world in a decade or less?” Because of that, I figured it had to be a for-profit solution. But if done right, it could be more philanthropic than most nonprofits. 

It didn't happen overnight. There was a series of events that happened. But mainly the inspiration came from knowing that it had to be Better Than Free, and Better Than Free is actually the parent company of our organization. I looked at it two ways. Number one, they say in capitalism, everything is a zero-sum game. So there's one winner, one loser. I didn't want to deal with that. So I decided I was going to create a new system that had a new set of attributes. When I started realizing, maybe we could go negative, because, in software, there's actually some negatively priced software such as Ecosia, which is Germany's search engine. It's not a competitor with Google, but it's free, and it donates like 70% of its revenue or profit to charity. So I looked at that, like, wow, that's negative 170% off. But what I realized is in capitalism, or just when things cost money, if two companies are competing, what are they competing at? I didn't think it was very positive. But if you go negative, the only way to make this better than zero is to pay you directly or donate to charity. There's no other way to make a physical product negative. So I thought, okay, if people or companies start competing in this negative zone, now they're competing to help the consumer, strengthen the local economy, help the environment, and donate to charity. That's the kind of competition we wanted to involve ourselves in. And I also knew that Coke, Pepsi, Nestle, Uber, Nike, any company, if you just went free, you're making it easier to copy. But if you go negative, they're not built to compete in that realm, and so it just works well.

Tina Dietz 

When I first heard about Josh and Free Water, I had a hard time wrapping my head around the idea of a negatively priced product. How is it possible to end up with a free bottle of water in my hand? I had to find out how it worked.

Josh Cliffords

Free Water is our first product and the water is free because the packaging is the ad space. We do aluminum bottles and paper cartons. It works because the price of advertising has outpaced consumables such as groceries. So the same business model works for a lot of different products: water, soda, beer, cannabis where legal, fruits, vegetables, toiletries, household cleaning items like Windex, all that sort of stuff. So let's say you were an Uber driver in this city that we're in, Austin, and that's all you did, and you wrapped your vehicle in ads and charged exactly what the taxi company would charge, that's $2,000 a month minimum. For most, that's enough to pay for your car payment, your insurance, your fuel, and maybe some of your time, it depends. Believe it or not, the junk mail in your mailbox at your house still has the highest ROI in the USA ad industry. But most importantly, our ad mediums make you happy. Other advertisers harass you and inconvenience you, they attack you. And people come to us and they get the water, they're happy that we're saving them money, they're happy that we're not using plastic bottles, and they're happy that we donate to charity to save lives. On a single box, you have a QR code that takes you to a film festival, you have one of the best rappers in Austin who's up and coming, all of his music on Spotify, a rocker in Austin, and his Instagram and all of his music on Spotify, then you have a TikTok influencer all of his videos, and then we have a full-length Warner Brothers TV show here. And since the TV show was TV-MA, we had to put TV-MA above the QR code. If you scanned all those QR codes and engaged all those videos, it might be 24 hours' worth of entertainment on a single piece of consumer packaging. Our products have a blank canvas so you could do anything. 

And so here are two nonprofit organizations from Kentucky, I believe. For both of them, they spend a lot of money on flyers, they spend a lot of money on bottled water, so it just made sense to combine them. Also, they said if they hand someone in the streets a bottle of water, food, also a flyer, they're just gonna throw those flyers in the trash, and now, you're literally putting that message right in their hand. And so I do think, to date, this was the most creative advertisement because they went beyond the means of traditional marketing. Every single Free Water donates a minimum of 10 cents to charity. It literally says 10 cents on the packaging. And so right now, at the 10 cents per beverage, every 150 we give out saves a life in Kenya.

Tina Dietz

If you're listening to the audio-only version of this podcast, we have images and video of everything Josh is showing when you go to DrinkFromTheWellPodcast.com. We want you to see these really powerful visuals and make sure that you also go to the Free Water TikTok page to become part of this movement. In fact, Josh encourages anyone with a business or leadership interest to take from his experience. Find out how and what you can learn after this quick break. Now, clearly, if you're going to start a business, you want to protect and gate keep your intellectual property at all costs, right?

Josh Cliffords

No, everything we do is open source. We didn't want people to patent any of these things, and so we went the opposite route. Social media was a very big help. A lot of founders or inventors get scared. They're like, “Oh, my God, someone's going to steal my idea so I just can't tell it to anybody.” And it never happens. We want the world's biggest companies to copy. We're actually in the process of writing a manual soon. So any company, large or small, can copy us or make anything that they feel like making for free, and they don't have to make all the same mistakes that I made along the journey, because what are they going to do? Are they going to beat us at saving the world? I think that social media was really important because I put the vision out there. I didn't hold back. So people on social media expressed their concerns and expressed why they thought it wasn't possible.

Clip from TikTok Video

What's wrong with it? 

Nothing, it's natural spring water.

Josh Cliffords

I answered their questions.

Clip from TikTok Video

Which spring?

Other companies sell the same exact water for $2 to $3 a bottle.

Which spring does it come from?

This one came from a spring in Georgia.

Josh Cliffords

We've amassed half a million social media followers in the last year. So a lot of our team came from that, a lot of our investors came from that, and now we have a decentralized team of half a million people that help us get stuff done. It's a frenzy because people believe in our why. And so we actually just calculated these numbers recently, but in the first 12 months of TikTok alone, we got 70 million views from 60 million different people, and they watched our content for 35 years. It only takes us half an hour a day to post our videos but people consumed it 35 years worth the first year. And around the world, people know what we're doing. 

People are also reaching out to copy, and we tell them, “That's great, just please don't copy and paste our photos and words off of our website. But if you want to take the business model, go run with it.” Most companies use their real estate to brand themselves. But as we're proving, it's much more important to use your real estate to brand others. I'll use Coke as another example. We've already calculated, like on those big rig trucks, if they just left the front of the truck Coca-Cola, but that whole box truck part of it, if that was advertising, they would increase their revenue by a billion dollars a year. But they're not doing it. When you're a legacy company like that, I guess the question to ask themselves or yourself is, do you need it to say Coca-Cola 100% everywhere on the cans to know what a can of Coke tastes like? Or to know what a McDonald's cheeseburger tastes like? Of course not. We all know what they taste like. And so when you reach a certain size, I believe you should kind of switch gears and use your real estate to make more money.

Tina Dietz 

Now that you've gotten the OK to copy Josh's business model, let's take a look into his leadership style.

Josh Cliffords

I mean, some people say they're going to do stuff and other people try to do it or do it. We just do stuff. I think there are two types of leaders in the world. There's the one that's going to tell everyone what to do, like, “Do this or else,” or there are the other ones who empower people to make their own decisions. I try to fall into that latter category because if I'm involved in every company situation, we're not going to move very quickly. So I just try to give everybody either resources and tools they need to make a quality decision. 

For me, it's mainly guilt, to be honest, and why guilt? Because when I realized that we can make all of these things negatively priced, free plus charity equals profit, my wife and I were actually pretty much retired, living on the beach in Montenegro. Our rent was $300 a month, so we didn't have to work very hard to retire there, and I didn't want to mess that up. We were really comfortable. And I was also scared. At the time, I couldn't type or use a computer. And I'm really bad at reading because now I know I have dyslexia. I was diagnosed this year. So how was I going to be a tech founder or CEO if I couldn't even type? I was like, “No way. This isn't possible. I'm not going to work on this.” 100 days later, I felt so guilty. I started teaching myself how to use a computer, I started working on the project 70 to 100 hours a week, and little by little, here we are. And that's pretty much, I'd say, the only secret I have to success. If you care about something so much that you just can't stop thinking about it, of course, you're going to make it happen. We're going to save 100,000 lives a day. I don't want that on my conscience that I knew that I could do it and quit. It's basically the ultimate tool to make it happen, I guess.

Tina Dietz

While Ian's light at the end of the tunnel involves educating future generations, Josh has found a different motive. He's harnessed his anxiety to push the world towards positivity. It's a solid reminder that motivation doesn't always need to be warm, happy, and fuzzy. It's only human to be concerned for our future, and our planet needs more help. But as leaders like Josh and Ian show us, giving up hope and quitting is not the way. It's possible to do well and do good in this world. If we've got the vision to make a difference, willingness to throw out old ways of doing things, creativity to push innovation, vulnerability to create relationships and make connections, resilience to get you through the hard times, and faith in yourself that you're the one, that you will find a way, that's today's leadership elixir for leading in uncharted waters. 

I'm Tina Dietz, your enchantress of enterprise. And thank you for joining us today. We want to hear about what you're creating and how you're leading in ways that are making a difference in the world, no matter how large or small. Come and join the conversation at DrinkFromTheWellPodcast.com. Follow us on your favorite podcast platform and share this episode with a colleague. We'll be back with another episode, and we're always here to refresh and entertain you anytime you need a Drink From the Well. 

Drink From the Well is an original production of Twin Flames Studios and our magical team, including Alayna Carley, Darek Blackburn, Nadia Cox, Stephen George, and me, Tina Dietz.

About our Guest Experts

Ian Koblick has pioneered ocean exploration since the 1960's, and for the past five decades has developed built and operated ocean and environmental education facilities in the Caribbean and Florida As an alternate aquanaut in Tektite I and manager and aquanaut in Tektite II, he was one of the nation's first aquanauts. In 1972 he designed and operated “La Chalupa”, the most advanced undersea lab in the world. He and a partner converted it to Jules’ Undersea Lodge, the world’s only undersea hotel, which has been in operation since 1986 at the Marine Resources Development Foundation environmental education facility in Key Largo Florida. The Foundation houses and educates more than 4,000 students a year for the past 35 years (www.MRDF.org). Ian created the foundation and has served as president for 50 years. 

Josh Cliffords is the founder & CEO of Free Water, a company that gives out free bottled water covered in advertisements that pay for its cost. His entrepreneurial spirit started at a young age when he ran a successful lemonade stand. Cliffords started a gym in Los Angeles in 2007 and sold the business, enlisted in the army where he got hurt during training right before his 30th birthday, and he met Nigerian refugees in Rome by happenstance, and was so moved by their stories that he founded a nonprofit called Save the Refugees. After these ventures, he started Free Water, which he operates now to distribute water for free all while also saving up to 35 million lives every year.

Episode Featured Resources

Marine Resources Development Foundation

OCEEF

Jules' Undersea Lodge Website

Free Water Website

I Spent 24 Hours In An Underwater Hotel YouTube Video

Overnight in the World’s Oldest Underwater Hotel Youtube Video

Free Water TikTok Video

Leaders’ Discussion Guide – Leading in Uncharted Waters:

Today’s Leadership Elixir – Which of these resonate with you and your team? Should any additional ones be added?
  • Vision to make a difference
  • Willingness to throw out old ways of doing things
  • Creativity to push innovation
  • Vulnerability to create relationships and make connections
  • Resilience to get you through the hard times
  • Faith in yourself that you're the one, that you will find a way
How to prepare to lead this discussion session with your team:
  • Take Josh’s advice (19:30) and notice where your feelings motivate you as a leader. Take some time to journal about this and notice whether you’re judging yourself.
  • Read this article and use the techniques to clear yourself of “Emotional Velcro” before heading into discussion with your team.
Questions to discuss WITH your team about Leading in Uncharted Waters in the workplace:
  1. Have them listen to the episode first to create common ground and context for the conversation.
  2. What ways are we currently fostering innovation in the workplace, or are we at all? Is there a willingness to throw out the old and create space for new ideas?
  3. Let's think about the times where we felt like we were making a difference as individuals and as a company. What stands out?
  4. ADVANCED: Where could we be using our business model, products/services, or platform to do more good in the world?

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

Let's Talk

How to Grow an Aligned Audience as a Thought Leader

By M. Shannon Hernandez, CEO/Founder of Joyful Business Revolution

Colorful hands raised on a pink background

If you're like most thought leaders, you've spent time developing a course or program that you were beyond excited to share with the world. It checked all the boxes:

  • It answered every question your ideal client might have. 
  • It solved a frustration or pain point your ideal client shared with you.
  • It aligned with your brand's core mission and values.

And you were SURE it would sell out in minutes.

…but when you announced your shiny new program or product…instead of sales, you heard the sound of crickets. OUCH. We have ALL been there.

Now, part of owning a business is taking risks. And while you can't eliminate every chance of disappointment that comes with running your business, you can lessen the risk of selling a whopping zero programs or products with a very simple (yet often ignored) tactic: testing your messaging. 

Instead of spending too much time thinking about creating a new offer or program…

Or spending months (or years) developing an entire suite of programs and offers…

…today, we are excited to share our tried-and-true method that will allow you to assess whether your idea is perceived as genuinely transformative to your audience – instead of just assuming that it will be.

Growing an aligned audience excited to learn from you requires cultivating a community eager to receive your wisdom, support, and guidance.

If you want to cultivate an aligned audience of humans who are excited about you and your business, you need to take a hard look at three key things:

  1. Your niche
  2. Your voice
  3. The Invitation

Once you master those three things, you'll find that selling your programs and products becomes more straightforward and practically effortless.

Know Your Niche

It's not enough to assume that you're “niched down” – you've got to go deep here because surface-level “knowing” is no longer enough.

While you can narrow your niche in many ways, you want to focus on the ways that will result in them being able to say, “OH, THAT IS ME,” followed by, “I BELONG HERE.”

And, no, targeting people based on their Netflix obsession or their passion for crocheting isn't going to work. You'll waste precious time focusing on these things.

Instead, please focus on the actions they would be taking before working with you.

Use Your Voice

Please note that this does not refer to your volume–and this is where using your Content Personality® makes a massive difference in the energy of how your message is received.

Person on stage in front of a large crowd with colorful lights

The internet is a loud place – and that's before we even take a peek at social media.

When we talk about using your voice, we're talking about communicating your mission-driven message using your Content Personality® so that your narrowed niche can hear you, get excited, and get on board with your solutions, values, and more.

That is how aligned community growth happens!

Invite Them to Join Your Community

You may have already discovered this, but it's not enough to “post and pray,” hoping your aligned audience will find you as if by magic.

Instead of just hoping, be tactical with your messaging – invite your audience to share your vision for a changed world. This type of “leaning in” allows others to see you as human and amplifies the need to spread your message.

Suppose you're determined to create a lasting impact on your business and spread your mission. In that case, you'll need to become highly committed to being visible (using your Content Personality®), so your aligned audience can get to know you and cultivate a relationship with you.

Growing an aligned audience is possible, but it takes time, dedication, and courage!

When you share your mission and services with your audience in a way that is genuinely aligned with all the parts that make you UNIQUE, you'll earn their trust and create invaluable relationships (which will make offering your fantastic, ground-breaking, life-changing programs and products much easier).

The thing about growing an engaged, aligned audience is that everyone you're connected to absorbs and processes your messaging at their own pace. 

This naturally means that some of your audience isn't ready to buy…yet. As a business owner, it's important to realize (and accept) that if someone doesn't invest with you today, that does not mean they won't be ready to invest with you later (maybe tomorrow or next week!).

Don't assume that someone not clicking the “buy” button means they don't want to work with you – they may need to grow your relationship first.

But wouldn't it be nice to know if, next time, introducing your brilliant idea makes sense for where the majority of your audience is right now?

(Yes, yes, it would.)

Take Action

If you're ready to make an impact and share your vision for change, take some time to review those three key things that can make or break your next offer.

Ask yourself:

  1. Your Niche: Am I niched down enough? Is the audience I'm speaking to engaging and interacting with me?
  2. Your Voice: Am I communicating effectively so that the people who read or listen to or watch my messaging understand my point of view, values, and mission? 
  3. The Invitation: Have you given the humans who follow your content time to get to know you and grow into a trusting relationship that will naturally lead to them investing in your program or product?

If you don't score perfectly across the board, that's normal (and expected). Review some of your more popular posts, videos, or emails and note how you highlighted your niche, used your voice, and invited your audience to take action.

If you don't have any posts that seem popular, take a broad overview of your messaging and identify areas where you need to improve for clarity and understanding. A great place to start is by learning your natural Content Personality®, and lucky for you, we've created a simple, 3-minute (seriously) quiz to help you understand precisely what your Content Personality® is and how to best utilize your natural talents in your messaging.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About M. Shannon Hernandez

M. Shannon Hernandez is ALL ABOUT THAT JOY in life and biz. She is specifically known around the globe for The Content Personality® Wheel and is the Founder of Joyful Business Revolution™, a business growth strategy and consultancy company that works with coaches, consultants, and service-based business owners. Shannon and her team specialize in organic mission-driven marketing and creative campaigns that help their clients grow aligned audiences and deepen community relationships, so they grow their business for GOOD, resulting in more joy, more time-off, and more profits with purpose.

Headshot of M. Shannon Hernandez

How Thought Leadership Archetypes Bring Magic to Your Message

We are all born with two voices: the one we speak with and the one that speaks to us inside. Our inner voice provides navigation through life, while our outer voice is the tool we use to guide, teach, influence, and help others. When our inner voice is aligned with our outer voice, true, authentic thought leadership comes forth.

While we can certainly argue the notion that we have many voices inside of us, (I’m the first person to admit that I have inner ‘board meetings’ sometimes with myself) the central premise here is that our communication becomes clear once we become more congruent and aligned with ourselves. We become more grounded and centered, and when we speak or write, that alignment comes through in all forms of our communication – vocal, physical, energetic, and in the words we choose.

You might have heard of Carl Jung’s 12 Archetypes, and how brands utilize them in marketing. According to Jung, the human psyche is predisposed to these archetypes and they are patterned into us inherently. Versions of these archetypes are found in storytelling across world cultures and through millenia.

We are always evolving our identity as thought leaders. By identifying our current primary and influencing archetypes, we give ourselves a space to check in with our inner and outer voices and ask ourselves: 

  • Is my voice and message consistent?
  • Do my words and thoughts reflect what is authentic for me at this time?
  • Does my message feel forced or awkward, or fluid and easy?
  • Am I enjoying and excited about my own thought leadership, and the messages I’m putting out into the world?

Utilizing archetypes as a guide enriches our content development by giving a natural and psychologically congruent place to develop and express one’s communication style. In essence, when you communicate using your thought leadership archetypes as a guide, you are perceived as credible, trustworthy, and authentic.

Read on with a curious mind and discover the magic of thought leadership archetypes.

The Seekers: Innocent, Explorer, Sage

While there are 12 archetypes, each fall into a quadrant of similarity. The Seekers are a quadrant defined by a need for knowledge, freedom, and safety.

The Innocent is well known for their optimism. They have the ability to comfort others through their “glass half full” mentality. Innocents can simplify complex topics easily, recognize opportunities others may not see, and bring forth an inspirational perspective that carries a team through tough times. While they may be perceived as naive or in denial, the Innocent’s deep faith and trust in life keep them going. 

The Explorer is the Indiana Jones of the workplace. Always looking to embark on the next adventure, the Explorer centers their thought leadership around the potential of unexplored avenues of inquiry, divergent thinking, and asking great questions that can lead to innovation. Explorers value autonomy and freedom over all else, which may lead them to feel trapped and easily bored.

The Sage is your quintessential thought leader. Sages are perceived as experts in a wide range of topics due to their love for learning, and therefore make excellent mentors, educators, and coaches. While they may not be the most charismatic, their ability to think critically and analyze data allows Sages to enjoy a high level of credibility amongst their colleagues and followers.

The Disruptors: Hero, Rebel, Magician

The Disruptors are those who leave a mark. They are courageous, provocative, and dynamic people who value liberation, power, and mastery.

The Hero inspires others with their stories of overcoming the odds and rising to challenges. They thrive in a competitive environment with a clear set of goals, and take pride in their dedication to their cause. However, this need to succeed may cause Heroes to disregard their personal wellbeing, as their strength comes not from themselves but who they are in the world. 

The Rebel has the courage to challenge the status quo. A positive advocate for change, Rebels are admired for their ability to speak out against inefficient systems and comfortably live in the uncomfortable. Their high tolerance for risk allows them to throw out the old in favor of the new, even if their recklessness comes at a high price.

The Magician is a charismatic miracle-worker. They use their charm and creative intuition to bring the seemingly impossible into fruition, because Magicians love to make dreams come true. Their spot-on hunches and ability to influence their adversaries may cause others to doubt the credibility of Magicians. In the face of disbelief, Magicians return to themselves and spiritual guidance to carry on. 

The Builders: Creator, Ruler, Caregiver

The Builders provide structure in an increasingly noisy world. They are creative, compassionate, and confident.

The Creator is powered by imagination. Their ability to see the final product in the raw material is what allows them to foster innovation and self-expression. Creators take an artful and individual approach to creative thinking and problem solving that motivates others to stretch themselves and see the creative solution. Like most artists and entrepreneurs, Creators have a flair for the dramatics and are prone to perfectionism in everything they do.

The Ruler is a natural-born leader who knows how to use power. They prefer to lead from within, utilizing their social organization prowess and networking skills to improve the world. They may be seen as domineering and tyrannical, but Rulers know when they should intervene with structure, rules, and decisions.

The Caregivers’ superpower is their empathy. Caregivers notice when others need help and support. They naturally foster peaceful and harmonious environments where all feel welcome and safe. While they tend to have poor boundaries, the Caregivers use their keen social intelligence to be the “glue” holding everything together.

The Connectors: Everyperson, Lover, Jester

The last quadrant of archetypes is the Connector. These are people who excel at connecting meaningfully with others in a fair, passionate, and funny way.

The Everyperson is a leader that’s hard to spot. They prefer to fit in with the crowd and be relatable, yet still inspire, advocate, and foster others like any other archetype does. This unique take on leadership comes from their steadfast belief in the equality of every person. They are loyal to humanity to a fault, and their realist approach to life may be mistaken as pessimism. 

The Lover seeks real connection in their life. With their charismatic, engaging, and beautiful personalities, Lovers excel at creating lasting relationships that are meaningful and abundant. They know how to incorporate the romantic, the cherished, and the intimate into their personal branding from wearing their heart on their sleeves their whole lives.

And finally, The Jester is proof that life is but a stage. Jesters know how to effectively use humor and performance to promote change. They encourage others to laugh rather than cry and foster high morale amongst their team, effortlessly creating an environment where people want to work. Jesters put the fun back into boring presentations, meetings or brainstorming sessions, as long as they stay away from mean-spirited or self-indulgent jokes.

We are each a blend of archetypes to varying degrees. Sometimes connecting to a different archetype than our primary is just what you need to spice up your thought leadership. Which archetype, or blend of archetypes, do you resonate with the most? 

At Twin Flames Studios, we’re developing a more powerful assessment (releasing later this year) to support you, your voice, and messaging of your thought leadership archetypes.

If you don’t want to wait to discover more about using your Thought Leadership Archetypes, meet with us to discuss how we can deepen your presence and grow your business and message with your voice. 

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

Let's Talk

What Authors Should Know Before Hiring a PR Firm

By Jennifer Tucker, Marketing Manager at Smith Publicity

Reporters holding cameras and microphones in every direction

You’ve worked incredibly hard on your book, and you’re finally ready to get it out into the world for others to learn from, appreciate, and enjoy. One of the first decisions you’ll have to make is about how to do that. If you choose to work with a book marketing firm (which, of course, we highly suggest), there are several things you should consider before hiring one.

Book marketing campaigns often move at a fast and furious pace, so preparing your platform, materials, schedule, and expectations prior to kicking off your campaign will ensure that you are ready to hit the ground running from day one. While finding the right team can feel like an overwhelming process, taking the time to do so will set you up for maximum book marketing success. Here are some things to know before hiring your PR firm:

Prep your platform

Before bringing a book marketing agency on board, you’ll want to make sure you have a solid foundation for your author platform. What exactly is an author platform and why is it important? Your author platform consists of the various places you “house” your author information and get yourself out there, and having an active and cohesive platform ultimately helps to build your brand. Now, you can make the most of your time once your campaign begins.

Though your publicist can help guide you on how to grow the various pieces of your author platform as part of your book marketing campaign, having most of the pieces in place in advance will benefit you greatly. You’ll want to be sure you have a professional website with information about your book that includes clear instructions on where and how to purchase, an “about” page for you as the author, a page for media coverage, and a page for contacting you.  If you’re working with a publicist, you can put their contact information for the duration of your campaign. Make sure your social media pages are linked, as well.

Speaking of social media pages, they certainly constitute an important part of your author platform. Though it’s not necessary to be active on every social media platform, having at least one or two pages that are updated frequently and consistently adds legitimacy to your brand, facilitates connection with potential readers on a more personal level, and simply helps you get the word out about your book. Having these pages up and running before your book marketing campaign begins will give you an advantage for two major reasons. Once pitching begins, the media may search you to see what kind of online presence you already have established. Also, you will be able to share any media coverage you receive on your social media pages which will amplify the number of eyes on your project.

Communicate your schedule and availability

Clipart-style calendar with clock next to it

Simply put, the most collaborative book marketing campaigns are the most successful. Your PR team knows you have a life outside your book; however, if you’re committing to marketing your book, you will get the best results if you can dedicate proper time to media opportunities as they arise. For instance, you may receive a request to write a guest article, an invitation to appear on a podcast, or be tapped (often last minute, due to the nature of the media) to offer expert commentary. If you’ve anticipated the possibility of these extra projects and made room in your schedule for them, you’ll be able to get the very most out of your campaign.

Before your book publicity campaign begins, make sure you’ve assessed your schedule for the time the campaign will be taking place and have communicated any “black out dates,”  or dates you absolutely won’t be available for interviews and/or other opportunities to your publicist. It’s also helpful to communicate openly with your team, family, and friends so they are aware that, during the time of your campaign, your schedule may look different as you are in the midst of a publicity push for your book.

Get clear on your goals

People standing next to life-size cartoon-style trophy, bullseye, and notebook of goals

A good book marketing firm will ask you what your goals for your campaign are before you sign on. This may seem like an obvious question and an even more obvious answer; however, there are many different goals an author can have for their campaign. Whether your goal is to sell books, to grow your brand, to bring in new business, to raise awareness for an important issue or cause, or to become established as an author… it’s important that you and your publicist are on the same page. Your book publicity campaign will be designed to achieve—and build a strong foundation to continue to achieve—the agreed-upon goals of you and your team.

Having a strong sense of what your goals are and why before hiring your PR firm will help you go into your book marketing campaign with a sense of clarity, and will help your PR team design a campaign that is customized to go after the types of opportunities that will ultimately help you achieve your goals.

Keep in mind that the more realistic your goals are, the more likely you are to achieve them. Creating your goals based on what will really move the needle for your particular project, instead of what you think looks or sounds most impressive, can fast-track the success you see. Which brings us to…

Set your expectations

Before hiring your book marketing team, it’s helpful to know that coverage is very rarely guaranteed—especially in the timeframe of your campaign. This doesn’t mean you won’t get any coverage or even see fantastic results during your campaign and afterward, but sometimes authors go into the process expecting to become a New York Times best-seller within weeks of kicking off. The truth is, with nearly 2 million books published globally each year, there’s fierce competition. Though your publicist will work their absolute hardest to make sure you stand apart, setting your expectations from the get-go will ensure that you’re going after the right opportunities.

It's also important to note that before you’re in the thick of your campaign, not all coverage will occur within the timeframe of your book marketing campaign. Your PR team is working to set you up for continued success, meaning you may likely see coverage come through days, weeks, months, and even years after your active campaign has concluded.

Rally your network

Woman staring up at a mountainous pile of papers

Finally, before hiring professionals to get the word out about your book, don’t forget to make announcements to your own personal and professional networks. In moving down the checklist of who to contact once their book is ready to be publicized, many authors forget to add their nearest and dearest to the list when, of course, they are your built-in and biggest fans. 

Rallying your team, clients, LinkedIn connections, friends, family, and community in support of your book will give you a head start in terms of building your following.

Each individual who spreads the word to their own network offers endless possibilities for organically growing your readership. After all, the power of word of mouth recommendations and support should never be underestimated.

The time period after finishing your book but before officially launching is a sacred one. How you use this time to prepare you for what’s to come can make all the difference.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About Jennifer Tucker

Jennifer Tucker is the Marketing Manager at Smith Publicity, and before that worked as a book publicist at the firm for nearly a decade. While there, she secured top national media placements for her authors including Good Morning America, People Magazine, Nightline, Fox & Friends, Family Circle, NPR, and The Los Angeles Times. For questions about services, please reach out to info@smithpublicity.com.

Headshot of Jennifer Tucker smiling

How Do You Create Quality Content That Stands Out from the Crap?

Here’s some facts that might shock you. 500 million tweets are sent out daily, and the weight of that sheer amount of content can be felt. On top of that, 11% of these tweets come from bots, whose sole purpose is to generate content.

In a world of AI-generated content and increasingly cluttered digital noise, it’s more important than ever to have our authenticity and humanity be heard. But aren’t you as exhausted as I am with the notion that you must be EVERYWHERE in order to stay relevant and ‘top of mind?’

So, we can use technology to help us, right? Our tech tools are wonderful, but they can also go completely off the rails. Here’s a few entertaining but cringe-worthy examples of #MARKETINGFAILS. 

KFC had to apologize after sending a promotional message to customers in Germany urging them to commemorate Kristallnacht with cheesy chicken. Kristallnacht was a Nazi-era attack resulting in the death of 90+ Jewish people, marking the beginning of the Holocaust. Yikes. This PR meltdown started because KFC programmed a bot to send automated push notifications based on calendar events, including national observance days. 

In another notable campaign, Coca-Cola encouraged people to reply to negative tweets with #MakeItHappy, so a bot could transform the negative words of the tweet into a cute image. As things on the internet so often do, Coke’s innocent attempt at positivity went south as quotes from Hitler’s Mein Kampf were tagged with #MakeItHappy. The bot made positive images, one of them being a cat playing the drums, out of Hitler’s words. When technology tools go unregulated, we see these types of consequences occurring.

Inflation nowadays…

And yet, we must ABC! (Always Be Creating…right?)

The Thought Leaders, like you, that we work with every day have brilliant bodies of work through your audiobooks and podcasts that we produce with you.

BUT, what I hear most often from our clients is the experience of ‘content fatigue.’ This is the state of listening to their own message over and over again in their minds, on paper, in their emails, and in their courses and classes. Content fatigue is something that thought leaders battle every day.

Did you know, however, that our audiences don’t get tired of entertaining, interesting content? Particularly when that content is surrounding a focused topic. 

I never get bored of the antics of the Pearls Before Swine comics, or of JauncyDev, the content creator who famously creates videos giving human personalities to different dog breeds. Millions of people eagerly await every single derivative that these content creators bring to the table, month on month and year upon year.

We, as thought leaders, are no different. When we allow ourselves to go deeper into our content to find derivatives and angles on the topics we’re already in love with, our audiences come along with us.

3 Ways to Get Re-Energized From Your Own Message

The ‘Book Oracle’

Open your book to any page and read a couple of paragraphs out loud while running a voice recording app on your phone in the background. Then stop looking at the book but keep talking, stream of consciousness style, riffing on your own content. Transcribe what you say and see what new nuggets arise.

The ‘Indignant Response’

Set Google Alerts for keywords or topics in your book, and allow yourself to get catalyzed by what pops up. I used this method in the creation of this message- it’s a response to the article on AI generated content issues where I learned about the KFC fail.

The ‘Dear Abby’

Collaborate with a colleague, fan, or team member who is familiar with your work to send you a question each week for you to answer. These questions can be created for each chapter of your book, or episode of your podcast. Freely allow yourself to answer and ask questions as you capture this exchange in a document, in emails, or even in video or audio exchanges.

The last thing any of us need right now as humans, much less as leaders, is more noise. Focusing on content ‘craft’ vs. ‘crap’ is the gift we can give ourselves as a good use of our time, and the gift we can give the people we serve to make their time and attention worthwhile.

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

Let's Talk

Does AI Mean Doom for the Future of Audiobooks and Podcasting?

In early January of this year, the tech giant Apple launched a catalog of over 25 audiobooks completely narrated by artificial intelligence. If you’ve written a book or have a podcast, this is some industry shaking news. AI is predicted to play huge roles in audio industries this year, and it shows no signs of slowing down. What does this mean for thought leaders? Is a robot coming to replace you? 

Well, no. If anything, this is an opportunity to further use your authentic voice as an essential part of your brand. 

First, let’s get one thing straight: the need for a human voice is not going away. AI audio is a great cheap option, but humans crave more depth than what it has to offer. AI cannot accurately add breathing into audio at this time, which is key for how humans listen and interpret the credibility of a narrator, as well as the emotional content. Inflection, modulation, sarcasm, and much more are all beyond the current technology’s capability.

Even more, AI audio runs the risk of dipping into the “uncanny valley,” a psychological phenomenon where people feel uneasy around things that appear similar to, but not quite human.

Our voices are invaluable resources, and the data shows this. Podcasts and audiobooks continue to grow at unprecedented rates. Take a look at the growth:

The podcasts and audiobooks that an ever growing audience are seeking out feature authentic human voices. Our unique speaking styles as thought leaders are something that AI can never replace. In fact, doubling down on our uniqueness by utilizing our voices as an essential part of our brands is a smart growth and marketing strategy that we can explore further in conversation together.

However, this isn’t to say that all AI is bad, or that it has no place in the audio industry. In fact, the judicious use of AI saves us on our precious resources of focus and time. Thought leaders and content creators can use up and coming technology to further their message. Take a look at some software you should keep your eye on this year: 

As mentioned above, there’s no stopping artificial intelligence. And while the world is safe from a robot audiobook narrator apocalypse (for now), you can rest easy knowing that your authentic voice is your biggest asset. AI can only help you save time and broaden your reach this year.

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

Let's Talk

Don’t Write Your Book Until You Know These Five Things!

By Kim Eley, CEO/Founder of KWE Publishing

Stack of colorful books

So many writers dream of publishing their books, but if you don’t know where to start, the process of actually publishing a book can seem daunting! The process of publishing a book can seem like it’s shrouded in secrecy.

In particular, writers who have never published a book before often are filled with questions about how to publish, what their publishing options are, when to contact a publisher, what marketing will look like, and much more.

Here’s some good news: even though you might be overwhelmed, you can publish a book—even if you’ve never published anything before! There are so many amazing first-time authors whose stories have changed readers’ lives, and your story deserves to be told, too!

To make the concept of publishing a little more approachable, we’re going to share five things writers who want to publish their first book should know about the world of publishing!

1. There are a variety of ways you can publish your book.

When writers think about publishing their books, they often think about one of two things: working with big-name publishers (also known as traditional publishing) or self-publishing. And while these are both options, there’s a third option as well—working with a hybrid publisher.

Let’s break down the three most common ways books are published:

  • Traditional publishing: you typically submit your manuscript or pitch your manuscript to a publisher, often through an agent; the publisher in these cases often has more control of your manuscript, the layout of the book, etc., and the royalties you receive can vary from publisher to publisher.
  • Hybrid publishing: this is sometimes considered an option that’s in between traditional publishing and self-publishing. You still maintain a good amount of control over your book, but you’ll also work with editors and publishers who can do much of the technical work that’s involved in publishing a book (such as ensuring your book makes it to wholesalers, formatting your book, etc.).
  • Self-publishing: you have ultimate control over your book, and while you have the potential to keep more of the money you make, you also have to pay for editors, illustrators, marketing, etc., directly, and you will need to research the ins and outs of what’s needed to publish your book on particular platforms (obtaining your ISBN, creating and formatting your documents, etc.).

So, what’s the best option for you? It depends on your timeline, budget, patience, and goals. If you want to publish and retain total control over the process, want to keep the bulk of what you make off your book, are okay with doing some research, and you’re willing to independently hire editors and/or illustrators, self-publishing might be a good option. Hybrid publishing is a great option for writers who want to maintain control over their books but need some help with formatting, editing, and other behind-the-scenes things involved in publishing. Traditional publishing can be time-consuming, especially for first-time authors who don’t have an agent, but pitching your manuscript to a traditional publisher can lead to your book being picked up in some cases (though it’s not always guaranteed, of course).

Ultimately, none of these options are “better” or “worse” than the others—it all depends on what you want!

2. You can contact a publisher before your book is complete.

If you want to work with a traditional or hybrid publisher, you don’t have to wait until your book is complete to reach out. In fact, it can be useful to start working with a publisher well before you plan to publish your book!

Though every book will vary (and some publishers will have a preference as to when you submit your manuscript), manuscripts often go through several iterations. After a first draft is written, editors who work with your publisher (if you choose to work with a hybrid publisher or traditional publisher) will review your manuscript to look for any grammatical, technical, or developmental issues that may need to be corrected.

Woman looking at a laptop

For authors who want to self-publish, it’s often a good idea to contact an editor (or several editors, depending on the length of your manuscript and the genre you’re writing in) soon after you’ve finished your first draft. Being open to revisions and suggestions from experts can help you create a more polished book, which translates to giving readers a better reading experience.

3. You don't worry too much about formatting if you're using a hybrid publisher or a traditional publisher.

Often, people worry about making their manuscript look a particular way before sending it off to a publisher, and while you do want your work to be legible, the format you send your book in is likely not the way your book will ultimately look if you work with a traditional or hybrid publisher!

That doesn't mean you want your formatting to be a total mess, of course—after all, being organized as you write will make the process of publishing less time-consuming!—but you don't necessarily have to spend hours or lots of money on trying to format your book yourself.

open and closed books scattered and stacked haphazardly on a table

Most publishers are familiar with taking manuscripts written in Google Docs or Microsoft Word and formatting them as needed. Formatting is a part of the publishing process that publishers often take care of, so you don't need to buy pricey software that may not be needed on your end, to begin with.

If you're self-publishing, depending on the platform(s) you're using, you still likely won't have to spend too much on formatting; many platforms, such as Kindle Direct Publishing (KDP), offer templates that can be used for formatting.

Of course, if you're self-publishing and are struggling to get your format to look just right, don't hesitate to reach out to an expert who can help! You can find experienced individuals willing to help you format your book on sites like Upwork or Fiverr, for example.

4. It’s never too soon to start marketing.

Regardless of what method you choose to use when publishing your book, it’s never too early to begin your marketing efforts.

When working with a hybrid or traditional publisher, some (if not most, in some cases) of the marketing efforts will be done for you. With a hybrid publisher, you may be offered marketing packages that you can use when marketing your book, or you can choose to go solo if you’re a marketing whiz.

And when you self-publish, you’ll be the one who’s responsible for your marketing; in some cases, you might want to hire a professional, but some authors prefer to do the marketing on their own.

There are several great ways to market yourself and your book well before it’s published, including by creating a mailing list, talking about the publishing and writing processes on a blog or social media platform, creating a website for your book, paying for ads, appearing on podcasts…the list goes on!

By marketing your book before it’s published, you can build up an audience. An audience that knows you (aka a warm market) is generally more likely to purchase something of yours than an audience that doesn’t know you (aka a cold market). Plus, building an audience early ensures you can continue to share about future projects beyond your first book!

Of course, you can also market your book well after it’s been published, too, especially if your book is coming out in new formats, such as an audiobook, after the first printed edition of your book has been published.

5. You define what success looks like when it comes to your book!

People gathered around stacks of books for a signing

Every writer has a different reason for publishing their book. Some writers want to entertain readers, some want to educate and advocate for a particular group of individuals, and others just want to share a story that’s important to them.

If you’re working with a hybrid or traditional publisher, spend some time talking to them about what your expectations are for your book. They can help you figure out what’s realistic and manageable, and what steps you need to take to meet your goals.

And if you choose to go the self-publishing route, it’s still important to clearly define your goals for your book—and do a bit of research to learn the best ways to meet them. You don’t have to wait until you’ve finished your book to start this process!

Just because you’ve never published a book before doesn’t mean the process has to be overly complex or difficult!

Whether you choose to self-publish, work with a hybrid publisher, or work with a traditional publisher, you can create and share your story with the world—it just takes some time, patience, and a willingness to learn and accept some outside help when needed.

What most surprised you, or what do you still want to know? Let us know your thoughts below!

More About Kim Eley

Specializing in personal development books and thoughtful children's books is the mission of Kim Wells Eley’s company, KWE Publishing; the common thread of both is to help people see what's possible and shift to a more enjoyable, fulfilled life. she says. As a writing coach and publishing consultant, Kim gives clients six steps to make their books a reality.

Kim is happily married to her BFF and has been for over 20 years. She’s a speaker; an author; a resident of Prince George, Virginia; a cat lover; a collector of orchids; and she gets all of her news from comedy shows.

Headshot of Kim Eley holding a stack of books on her head.
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