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Serious Leaders Need Serious Leisure

It's easy to get caught up in the never-ending demands of work, and let your personal life fall to the wayside. We've all done it. The pressure to keep on slogging never ends, but what if making time for yourself was actually the best thing you could do for yourself and your organization? Explore the extraordinary world of “serious leisure” and how it's transforming the lives of leaders in unique ways.

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

Serious Leaders Need Serious Leisure – Episode Highlights

  • Introduction to the concept of “serious leisure” and its significance for leaders and professionals (00:08)
  • Differentiate “serious leisure” from regular leisure and its potential benefits (01:27)
  • Hear from Charles Boinske about his childhood experience and early connection with fly fishing, his serious leisure pursuit, and its integration with his professional life (03:24)
  • Tina Dietz's personal journey with voice acting and the value it adds to her leadership skills (05:12)
  • Hear from Julie Ulstrup & Jen Coyne about each of their serious leisure pursuits (11:07)
  • Discover how our serious leisure pursuits impact our businesses and careers directly (13:33)
  • Identify the transformative potential of serious leisure on bringing authenticity to your leadership (21:13)

Full Transcript

Charles Boinske

That's it for me. It's the camaraderie part that is more important than anything else.

Tina Dietz 

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. Hello, everyone. I'm Tina Dietz, your mystic of management. Today on Drink From the Well, serious leaders need serious leisure. It's easy to get caught up in the never-ending demands of work, and let your personal life fall to the wayside. We've all done it. The pressure to keep on slogging never ends, particularly for those of us in the C-suite. But, what if making time for yourself was actually the best thing you could do for yourself and your organization? But I'm not just talking about leisure, I'm talking about serious leisure.

David White

Get ready for leisure, leisure, leisure. It's not just relaxing, it's relaxing to the extreme!

Tina Dietz  

Okay, no. That's not what I'm talking about when I say serious leisure, thankfully. While most leisure activities can provide some form of recovery, serious leisure is when you're pursuing something that you enjoy as an amateur hobbyist or a volunteer in such a way that you're developing special skills and knowledge over time. Let me offer up a couple of examples. Leisure might be going to the beach, but serious leisure might be getting certified in scuba and regularly taking and planning scuba trips. Regular leisure might be listening to audiobooks, serious leisure might be learning to become a voice actor. It's all about diving headfirst into the world of your passion, rather than simply dipping your toe in. While everyday leisure is important for a whole host of reasons, serious leisure offers leaders even more. According to a study published in the journal Frontiers in Psychology, serious leisure offers CEOs a sense of freedom and relief from the demands of leadership as well as strong personal resources needed to rise up to their own expectations of leadership. In addition to being enjoyable, serious leisure gives you additional skills, a body of knowledge, and a community as part of the package. A number of well-known CEOs have avid hobbies that take years to master. A few notable examples include former Yahoo CEO Marissa Mayer, who is an avid baker, and even keeps spreadsheets of cupcake and frosting recipes so that she can adapt them and make new ones. Goldman Sachs CEO David Solomon is a bonafide DJ going by the name DJ D-Sol. Apple co-founder Steve Wozniak is a huge proponent and player of — wait for it — Segway polo. Yep, that's polo played not on a horse but on a Segway. Look it up on YouTube, and you're welcome. As you'll find out, being unique in your field may be as simple as kicking your feet back and enjoying some leisure. Seriously.

Charles Boinske 

Well, it's a bit of a story, but my family has always been outdoorsy.

Tina Dietz 

Charles Boinske, CFA, is the Chief Visionary Officer at Modera Wealth Management. He hails from his small town of Cumberland, Pennsylvania, where he first started cultivating his serious leisure pursuit of fly fishing.

Charles Boinske  

Early on, when I was six and a half years old, my dad passed away, and that was in January. In the following spring, one of my best friends and his father came to pick me up to take me out for the first day of trout fishing to get me out of the house and provide a positive experience after what had been a pretty negative experience as you might imagine. That day, sitting on the trout stream with my buddy David and his father, watching his father fly fish, left an enormous imprint on me. It sort of lit the fuse to what became a lifelong passion of mine.

Tina Dietz  

After that first fly fishing experience, here's how his passion developed.

Charles Boinske 

Well, I grew up, as you said, in Kimberton, Pennsylvania. The nice thing about Kimberton was it was a small town, a little village, not that far from Philadelphia. But there were trout streams pretty available that I could reach on my bicycle. So early on, either my parents dropped me off at the trout stream, which you could do without criticism in the 1970s, and left me there all day to fish and then would come back and pick me up at dark or I'd ride my bicycle over. I just remember the peace and quiet of the experience, and as an introverted person, the ability to recharge on a trout stream became a really important part of my mental health, just being able to detach from the workplace and the stresses of everyday life, and running a business eventually, to focus on little bugs that trout eat in beautiful places really provided me a tremendous meditative therapy.

Tina Dietz 

Like Charles, my story of serious leisure begins really young.  

Young Tina

A, B, C, D, E, F, G, H, I, J, K.  

Tina Dietz

Like really, really young. But when we were originally producing this episode, I didn't think to include my story at all. That's when my team stepped in and decided to record me at a team meeting.  I have been making mixtapes and recordings, I have been singing on stage and taking dance lessons for as long as I was allowed to do so. But when I got to college, I got really scared by the performing arts, I got scared by the politics of it, I got scared by the enormity of it, I got scared by the lifestyle of working all the nights and weekends, and I didn't think I'd be able to do all of that and have a family. And I really didn't believe that I was good enough. So I came as a big fish in a small pond growing up in a tiny little town where I graduated fourth out of 93 people. But the real world was a very different scenario. So I pivoted pretty hard. I took some time off, and I went back to school for psychology to become someone who helps teenagers. I missed the energy that it is to be with a group of people going on a shared journey, a shared emotional journey of the story of whatever's being performed on the stage. That's the thing that always really tickles my soul. But I didn't touch anything with a microphone from the age of about 19 until I was in my 30s again. I had this big gap where I was trying to make a life and I tried to set it aside as something that was childish, all that time that I had spent. It was when my mother introduced me to a woman named Toni Silveri that things started to change again. Toni Silveri was and still is an amazing voice actor, and she's also a voice agent. She lived right where we were in Western New York, and she was my mom's yoga student. She had started teaching classes out of her basement studio, and I was really interested because I'd always been curious about voice acting, but never even really considered it as a viable career option of any particular kind. But it turned out that in building my father's business with him, I had been building information products and using my voice to voice over the instructions for all of these massage videos that we were doing for his professional massage training company. Well, I gave those to Toni and she said, “I want to represent you.” And I was just over the moon. So I dove into voice acting. I just love being in the booth and getting direction and doing commercials. Then, Toni brought in someone named Pat Fraley, who is a legend in the industry, to teach a masterclass in audiobook narration. Well, I had an amazing time in that class, and I came away with two very important insights. One was that, “Holy crap, audiobook narration is a lot of work. Oh, my God, like this is a long-form marathon.” And the other question I had, I always laugh, the other insight was, “Why are my colleagues, my clients, the people I know through my business coaching practice, which is what I was doing at the time professionally, why aren't they doing audiobooks of the books that they're writing?” The self-publishing craze was right at its zeitgeist so people were self-publishing like crazy at the time, and nobody was doing audiobooks. And like any good entrepreneur, that led me down a research rabbit hole. Nobody was offering self-published authors or hybrid-published authors audiobook services. It was all traditional publishing where you basically give up your rights and your royalties, and you don't have a lot of creative control over what's going to happen with your audiobook. I got pissed off. I hung on to this idea of, “We should be able to solve this problem, we should be able to solve this problem.” For several years, the audiobook idea wouldn't go away. And I found myself in a place years later, in about 2014-2015, where I was the sole breadwinner for my family, and I was tired of coaching. I had just gotten fatigued, not so much by my clients but by the industry itself. And I thought, “Well, maybe it's time to pull the trigger on this audiobook service.” I surveyed a bunch of colleagues at a conference, and they were really interested. I decided to start a pilot, and it took off so fast that within a year, producing audiobooks had completely eclipsed my coaching practice. That was the seeds of what is now Twin Flames Studios today. I turned my hobby into a business. But there are so many more ways that we can benefit as leaders from the pastimes that we're passionate about. When we come back from the break, we'll hear more about why busy leaders make the time for serious leisure when we've already got so much on our plates. Time is a very precious commodity, and serious leisure pursuits take a lot of it. But what I've discovered is that when I don't take the time for the things I love to do, I die a little inside. Taking the time in my evenings for an improv group or storytelling group or practicing stand-up comedy leaves me feeling far more energized and fulfilled than I would be without it. It's not a draining experience, it's an uplifting experience. These things that feed our souls give us more energy, and they give us back more of who we are so that when we go back into the pressure and busyness of work and leadership, we feel refreshed. That's what's true for me. Here's what's true for a couple of my colleagues and Charles.

Julie Ulstrup 

Hi, I'm Julie Ulstrup. I am the CEO and Founder of Leadership Accelerator for Women. My serious leisure activity is Kung Fu and Tai Chi martial arts. I have been a martial arts student for just over eight years. The reason I started my martial arts practice and my learning and love of it is because right before I got married, I was told that it was a great way to get in shape, and that's true. And when I started, I was probably the oldest person in the class by 20 years, easily. But I didn't care because what happened is there's this body, mind, and spirit connection in martial arts. I get there and it is all about me using my body in a way that is strong and controlled, and using my mind to be very intentional about what I'm doing, how I'm doing it, and why I'm doing it.

Jen Coyne 

I'm Jen Coyne, co-founder and CEO of the PEAK Fleet. My time outside of work has almost always included serious leisure. In particular, I spent a lot of time creating glass art, fiber art, and crafting in many other ways. What makes me continue to spend time on these hobbies when other aspects of life and owning my own business are so demanding is the reward and fulfillment that I get from it.

Charles Boinske 

When you're fishing — it's hard to describe — the best way I can describe it is bouncing around along some dirt road in a rented SUV looking for a trout stream that you've read about or heard about, or is maybe mythology, where there are really nice fish, with a buddy, and finding that spot and catching some fish, releasing them, and then stopping at a bar and on the way out of town or out away from the stream, having a beer and a burger. And recounting the whole thing is the whole experience. That's it for me. It's the camaraderie part that is more important than anything else.

Tina Dietz 

The personal benefits of hobbies are clear. But how can our serious leisure pursuits impact our businesses and careers in a more direct way? We'll find out more after this quick break.  We're back and talking about how serious leisure pursuits impact our businesses and careers in a very direct and material way. For myself, I've had a lot of careers. I've been a therapist, I've been the owner of multiple startup businesses, I've been a business coach, and now I'm the CEO of an audio production company specializing in folks who really want to lead with their voice. In every single one of those places in roles, my ability to communicate has always been paramount, and my ability to create relationships has been a lot of what I've learned through the performing arts, how to stand in somebody else's shoes, how to create a space of belonging, how to be able to respond and build together — this translates to building business together, building a vision together, building strategy together, and managing my team. Every single one of the skills that I've learned through the performing arts has been fundamental to every role I've ever had professionally, but especially as a leader. I don't imagine, necessarily, that what I've learned on the stage means that I'd end up at a television show or on Broadway. Maybe there's 10% of me that holds out some hope there. But every day I'm in a leadership position whether I'm at the front of the room, front of the stage, or I'm part of my team on a day-to-day basis. What I've learned through acting, singing, dancing, and creating shows together, developing that shared space, developing a shared creative endeavor, all of that has given me much more depth and appreciation of the variety of human expression. It's made me softer, more flexible, more creative, and more interested in taking somebody else's point of view. As you can imagine, that's made me a very effective salesperson. I'm excellent at marketing and developing relationships, long-term and short-term, getting to the heart of the matter, and getting to the meat. And rather than necessarily having to push my own agenda all the time, I've learned how to create a give-and-take flow, just like we would do an improv building on each other's premises. Yes, and, yes, and. That's taken a lot of work on my part because when I was a little kid, and you might not have been able to hear this in my voice from that little audio clip, man, I wanted my own way all the time. The training that I've learned in relationships from the stage has made me more judicious about how I can work through problem-solving with an individual or a team and be that flexible, transparent leader that I really want to be. That has translated directly to the bottom line of our company, to the retention of staff on the team, and for us all being able to grow together and create a healthy culture. It's not perfect, but leaning into what I've been able to glean from all of these years of being a performer has definitely made me a director in my own life and for my business who is able to hold a vision that moves us all forward. Now, turning your hobby into a business and gleaning the skills as a leader from the stage, those are what I've gotten really specifically from my serious leisure pursuits. But there is more available than that. We have endless expression for what our hobbies can provide in our businesses. And Charles's story is about another avenue of leadership and business opportunity that opened up for him in his serious leisure pursuit of fly fishing.

Charles Boinske

The genesis of fly fishing and business merging together was a desire to get to know some of the clients I had better. The people that I was attracted to happened to be interested in the outdoors. But talk would eventually turn to fishing and the question would be asked, “Well, where do you fish?” and, “Have you ever fished here?” and, “If you don't know this area, I'd be happy to take you in.” So it's just sort of started one person at a time, going with one person fishing and then maybe two. And then it built itself over the years to having, every winter, a dinner where we invite a luminary from the fly fishing world, some famous fly fisherman, man or woman, to present to the group. We would have a big dinner in King of Prussia with 125 people, and we would not mention business, not one iota. It was all about fishing. I think there was some trepidation among some of the attendees that we invited thinking this was going to be a sales pitch. And it was. It was a sales pitch for fly fishing and nothing else. And so the authenticity of that, of just wanting to further this sport for the sake of the environment, and for the sake of people's leisure, health, and all the things that you think are important, it just blossomed. So it became clear that the next step would be for us to create an association. So we created the Warriors Mark, which is the local stream, Warriors Mark Fly Fishing Association. There are no dues, and you don't have to even fly fish to be a part of it. You just have to say, “I'd like to be in.” It's the most democratic, egalitarian sort of organization there is. But people like to be part of a community, and the enthusiasm and passion around fly fishing is so contagious and infectious that it creates this force of its own. So during COVID, given that people had limited options, the local streams became very full of anglers. And that's a problem if you want to have time to yourself and be on your own. So we solved that issue by leveraging some of the relationships that I developed over the years and finding a piece of ground where we could lease the stream for a year and make it available only to people who were invited to fish there. So it would never be crowded. You would be the only person fishing on this stream. It gives you a place to recharge. It was extremely successful to the extent we've done it another year. We don't charge anybody to fish there. You don't have to be a client of the firm. You just have to need some peace and quiet, and we'll make it available to you and you can go fish. So I've always found that there are sort of two things that have to be true. You need to be able to do this, whatever “this” is because it speaks to you in some way, not because you think it's the way that you're going to grow your business. It may turn out to be a way that you grow your business, but it has to be authentic. It has to be something that you're passionate about, that you're going to do regardless, at least in my experience. And then secondarily, I think, from my perspective, having a bright line between turning it into a marketing event, quote, unquote, for your business, versus just an experience for people that you care about, you need to be careful about that. I've always drawn a very sharp line between talking about business and fishing. Fishing is fishing. It may lead to business but fishing is fishing and business is business.

Tina Dietz 

Enjoyment, sharing, community, mutually beneficial relationships, all of that sounds a lot better than the hustle and grind, doesn't it? And what a beautiful opportunity to bring more of our authentic selves into our work rather than dividing our identity between a work self and a personal self. I can tell you from personal experience and from all the companies and leaders I've worked with across 30 industries or so, trying to wear a superhero mask at work every damn day is a recipe for burnout. And if you have a team, they know you're not really being yourself, so how can they bring all of themselves to their work, either? Charles has really good advice about integrating all of who you are into your leadership.

Charles Boinske 

I have seen too many people reach the age of retirement and not have interests outside of work. Just in my line of work, I've seen that too frequently. So for your own personal self-interest, developing a broad range of interests, otherwise, your identity becomes attached to your business or your profession, and we all know that has to end at some point. So that's the first thing. Second thing is, from my selfish perspective, I believe that when I spend time with someone on a trout stream or on a fishing trip, I really get to understand who that person is and what makes them tick. So when it comes time to advise them about a certain issue, if they happen to be a client, the ability to communicate on that issue is at a different level. There's already so much trust developed through both professional and personal interaction, that it makes your ability to offer advice much more effective. And then from your team's perspective, I think as a leader, you need to set the example of being passionate. There are too many folks that go through life, unfortunately, without a real passion. Showing through example how you use your hobby or your sport or your interest to your own personal advantage when it comes to decompressing and being present when you need to be present in the office, I think, is a very valuable example to set. Being authentic, taking the risk of sharing who you are with your colleagues and your clients and professionals in your industry is an extremely hard thing to do for a lot of people. But it's extremely important to leaders. You need to wear who you are on your sleeve. That's the most important thing I would share with younger folks, early career people. Just be authentic, be who you are, don't be afraid to share your interests, and I think the rewards that come from doing so can be really significant both on the personal and professional level. No one wants to be led by someone who doesn't take the risk of sharing who they really are.

Tina Dietz 

Take the risk of sharing who you really are and bring your whole self to your leadership. How do you feel about that notion? Does it feel vulnerable or weak or strange? Being truly and fully authentic is a powerful concept, and the idea brings up questions like, who the heck are we, really? And how do we find identity and belonging in a world that often seems uncertain, at best? How can we learn to embrace all of who we are, warts and all, and not just be a leader or be a boss, but be someone who is truly worth listening to. These are the conversations and topics we'll be exploring further in season two. So make sure that you follow us on your favorite podcast platform so you know when we're back and it's time once again for us to gather around the well for more stories and wisdom. Remember, you can get the discussion guide for this episode, along with transcripts, show notes, and more resources at DrinkFromTheWellPodcast.com

Thanks for joining us. Drink From The Well is an original production of Twin Flames Studios and produced by our magical team, including Stephen George, Nadia Cox, Alayna Carley, and me, Tina Dietz. Special thanks to David White for lending his amazing voice talent to our episode today, and to my mom, Christine Zebrowski, for getting on tape my very first time holding a microphone when I was 23 months old.

About our Guest Experts – Serious Leaders Need Serious Leisure

Charles Boinske, CFA, is a distinguished financial professional and visionary leader serving as the Chief Visionary Officer at Modera Wealth Management. With over 36 years of experience in the finance industry, Charles has earned a reputation for his dedication to empowering clients and colleagues alike. As a Certified Financial Analyst (CFA), Charles brings a wealth of financial expertise to his role, underpinned by a commitment to helping individuals and organizations achieve their financial goals.

Jennifer (Jen) Coyne is a consultant, coach, trainer, and speaker focusing on improving organizational cultures and helping people find and live their most authentic life. Jen has long had an entrepreneurial and creative energy, including a love for creating fused glass art. In business, she has applied that spirit to leading change for 25 years. Helping people thrive is her passion and her reason for creating The PEAK Fleet.

Julie Ulstrup is an award-winning leader, photographer, and transformational speaker. Ulstrup is the CEO of Leadership Accelerator for Women, helping high achieving women leverage their leadership skills to collapse the time it takes to get from where they are now to where they want to be.

Episode Featured Resources

Modera Wealth Management

The PEAK FLEET

Leadership Accelerator for Women

And check out these resources to the right from some of our Author Thought Leaders around the impact of leisure.

Leaders’ Discussion Guide – Serious Leaders Need Serious Leisure:

How to prepare to lead this discussion session with your team:
  1. Reflect on your own experience with serious leisure or passionate hobbies and how they may have influenced your professional life. Be open and honest about your personal journey.
Questions to discuss WITH your team about serious leisure pursuits:
  1. Have them listen to the episode first to create common ground and context for the conversation.
  2. Ask each team member to briefly share if they have a serious leisure pursuit or passionate hobby outside of work. If not, they can share what interests they would like to explore in their leisure time.
  3. Encourage team members to share how their own hobbies or serious leisure pursuits have affected their well-being, stress management, and overall happiness. Discuss the idea that these pursuits can provide energy rather than drain it.
  4. ADVANCED: Ask team members to share one actionable step they will take to embrace their authentic selves at work or explore a new serious leisure pursuit. Encourage accountability and support within the team.

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

Let's Talk

Good Point, Boomer – Cultivating Intergenerational Communication at Work

In a time when four different generations are all present in the workplace, how can we encourage more inclusive leadership? Host Tina Dietz (a Gen Xer) is joined by a Gen Z, a Millennial, and two Baby Boomers to explore the challenges and opportunities of leading a multigenerational workforce. These leaders share their insights on the future of workplaces, communication challenges influenced by generational differences, and the need to move beyond categorizations and biases.

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

Cultivating Intergenerational Communication at Work – Episode Highlights

  • Learn the difference between what a multigenerational workforce is versus a post-generational workforce (6:14)
  • Discover some of the most common communication challenges that companies face that are, at least in part, influenced by generational differences (8:33)
  • Find out what assumptions young people wish that older people would stop making (11:37) and what leaders who have been around for several decades want their younger counterparts to gain as they navigate the working world (14:03)
  • Learn how leaders start to become aware of their own unconscious bias and how to move forward from there (18:05)
  • Identify techniques leaders can use to lessen fear and increase their curiosity needed to thrive in a workplace environment (24:00)

Full Transcript

Tina Dietz

A Gen X, a Millennial, a Gen Z, and two Boomers walk into a podcast. So let's see what happens. 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.

Welcome to Drink From The Well, fellow leader. I'm your sorceress of strategy, Tina Dietz. For the first time in modern history, there are four distinct generations in the workplace all at the same time. Some, like the boomers, are on their way out, while Gen Z are just starting to work their way in. Millennials carry weight as the biggest generation in the workforce, overshadowing Gen X who are still there, but seemingly invisible as usual, speaking from experience. This melting pot of age makes up the roughly 157 million people who are employed in the US alone. And as we all know, when you have a group of diverse people, differences are bound to happen. So how can a multigenerational team succeed? How can you lead in the best way? And what's happening among leaders and teams as we navigate for different generations all at the same time? Today, we tackle the challenges of leading a multigenerational workforce with our multigenerational panel. Let me introduce them to you now. Gabriela Moreno is a student at the University of Florida studying political science, mass communications, and history. Currently, she is the editor-in-chief of Rowdy, the largest student-run magazine in the nation. She's also the Assistant Director of the Phi Alpha Delta pre-law fraternity. Welcome, Gabi.

Gabriela Moreno

Thank you for having me. I'm really excited.

Tina Dietz

Dr. Valerie Rene Sheppard is a self-mastery expert and the CEO of the Heartly Center for Mindfulness and Self-Mastery. Using the wisdom in her international best-selling book, Living Happy to Be Me, Dr. Sheppard provides a self-mastery curriculum that was the subject of her 2021 doctoral dissertation. She received her PhD in consciousness and human potential from Gateway University. Thanks for joining us, Valerie. 

Dr. Valerie Sheppard

Thank you for having me, Tina. This is an exciting topic. I love playing on both ends of the spectrum and I can't wait to hear what your beautiful guests have to share with me.

Tina Dietz

Isokoy (Koy) McDermott is an award-winning executive speaker and entrepreneur. He is the founder of Leaders Inspire Leaders, an employee retention company focused on creating cross-generational communication and coaching millennial managers to unleash their full potential. Koy also hosts the very excellent Leaders Inspire Leaders podcast. Koy, welcome to the show. 

Koy McDermott

Thank you so much for having me, Tina. My goodness, you've put together such an amazing panel. I'm super excited to chat with everyone today.  

Tina Dietz

It is a bomb panel. I have to agree with you on that. And of course, Bruce Mayhew is a corporate trainer, coach, and conference speaker and he specializes in new leadership development and generational differences. As the President of Bruce Mayhew Consulting, he has over 20 years of experience helping clients achieve their professional development and leadership goals. I appreciate you joining us, Bruce. 

Bruce Mayhew

It's terrific to be here. I'm really excited to hear what everybody has to say.

Tina Dietz

Yeah, me too. Well, my wonderful panel, I'd like to begin by looking into our proverbial crystal ball and talk about what is one way you predict that workplaces are going to evolve in the next 20 years? Koy, let’s start with you. 

Koy McDermott

One way, and to keep it very simple, is going to be choice. And not only choice on the employer, which we have seen, but more so choice on the employee. There's going to be a lot of power with the employees to choose not only where they work, but how they work, and what's going to make them the most productive.

Tina Dietz

Thanks, Koy. Let's go to you, Bruce. 

Bruce Mayhew

It's a terrific question. I think that from a corporate perspective, we're going to see best practices become more about how we approach tasks versus how we do a task. So I think it's going to be more of those agile work environments that people are going to be embracing, as opposed to, “This is how we did it yesterday and this is how we're going to do it today.”

Tina Dietz

Brilliant. And Gabi, what are your thoughts on this?

Gabriela Moreno

I think there's going to be a fine line that we're going to manage to distinguish between how social media can be a personal platform versus a workplace platform and how we get to integrate a bunch of different styles of communication into one platform. So it's going to be interesting to see how we can distinguish that line just because I feel like, now, we're still trying to distinguish it and it's getting a little bit confusing. And that's why there's a lot of problems with social media. 

Tina Dietz

Oh, that's probably a topic we could do an entire other episode on, I would imagine. Dr. Valerie, let's go to you on this topic of one way that workforces are going to change in the next 20 years. 

Dr. Valerie Sheppard

So I'm not so sure this is a prediction as much as a wishlist thing. This is an item that I'd like to see, more humanity in the workplace. So I would like to see a focus on how we navigate the tensions between people interacting and the advent of technology, and how we manage that. I believe in the future, we're going to get more comfortable with the separation because of technology, people not quote unquote, coming into an office or being colocated. And there are some humanistic dynamics that are at a low point because of that shift. And we're seeing it all over the world. And there are problems in individuals as a result. I'm predicting that workplaces will take more responsibility.

Tina Dietz 

I definitely would put that on my wish list as well. And now we've got, across the board, different aspects that each of you have defined as a prediction for the future. Now, Koy, I'd love to back up and talk with you about an important distinction I heard you make between what a multigenerational workforce is versus a post-generational workforce and us wanting to move into this idea of being inside of a post-generational workforce. Can you clarify the distinction there for us? 

Koy McDermott

Yeah, absolutely. I mean, I feel like with many things that we face, you've got what I like to call the iceberg effect, right? Things that are right on top, and then things that are below the surface that really is what's driving an individual. A multigenerational workforce is truly based on the tip of the iceberg, what you can see based on generations, based on age, those particular things. A post-generational workforce is really segmenting individuals and understanding that everyone is nuanced. We're now moving into a place where we're looking at different behaviors and values and characteristics, and we're looking at the total person as opposed to just looking at the tip of the iceberg. So in a nutshell, multigenerational is simply based on age, generations that have all been distinguished, post-generational is now flipping that perspective and saying, “The lens that I used to see my workforce through has not worked, and is no longer going to work.” And it's moving into this post-generational workforce where we are able to see an individual as a total individual and not just simply based on what we see on the surface.

Tina Dietz

We really do need to acknowledge that we are only at the tip of the iceberg. And that is an important thing, I think, for our audience to understand. Even though we're talking about some things that may be related to generation, there's so much more at play here. There's how you grew up, there's where you grew up, there's family influence, there's values, there's morals, there's your background culturally, there's so many things at play here. That being said, Bruce, I do want to talk with you about communication. Communication is one of the fundamental points that we talk about on this particular show. It's fundamental to everything in the workplace operating smoothly, and in fact, everything in our lives operating as smoothly as possible. So in the 20 years you've been working with companies around communication, what are some of the most common communication challenges that companies face that are, at least, in part, influenced by generational differences, acknowledging that there's other things at play as well?

Bruce Mayhew 

Yeah, and there really are so many things at play. But the generational components, for sure, impact, and a lot of it reflects on what Koy was just talking about. It used to be, years ago, that Boomers were the mass population in the workforce and everybody was kind of the same. And when millennials came into the scene, and they were a large population, they sort of disrupted things, and everybody treated every millennial like the other millennial. And we're really seeing now that people are individuals, regardless of what age group they're coming from. So when it comes to communication issues, looking at preconceived notions and biases around communication, or simply not being able to communicate effectively, is an important aspect. So I would say one of the main challenges around communication is treating everybody that you encounter or that you work with or that you lead as if they are you and that they're experiencing the same things that you used to experience as an employee and have come up through the ranks. But things have changed dramatically in the last 10-20 years. And what a 20 or 30-year-old has to deal with in a workplace environment today is very different than what a 20 or 30-year-old had to deal with in a workplace 20 or 30 years ago, right? The third challenge that I'll talk about right now is simply, like I said earlier, simply not being able to communicate well, yourself. So being challenged with difficult situations, and not knowing how to handle yourself in that situation or handle somebody else who's responding to that difficult situation. So a lot of times, people approach a difficult situation and they get into that fight or flight situation. And difficult conversations don't have to be conflict like that. They’re allowed to be uncomfortable, but they also are very allowed to be respectful. I think what we need to do is learn how to communicate in those challenging times as well.

Tina Dietz

Let's continue to build on this idea of communication and respect, assumptions, and the like. And Gabi, being the editor of Rowdy Magazine, you've certainly seen the online animosity between Gen Z and the Baby Boomers. That animosity is actually what inspired the title of today's show, Good Point, Boomer. So what assumptions about young people do you wish that older people would stop making?

Gabriela Moreno

Gosh, there's a lot. I think the main one would be the word privileged and that we should be okay with what we have because we are the first generation to have grown up in a digital age. And the digital world is a blessing and a curse because it has brought so many opportunities to communicate with so many different people from around the world. And it has brought us to have this deep understanding of other cultures, which I think is very special about Gen Z. That's what's really exciting about us taking on the next generation and kind of leading, even this country, because I think that's the biggest thing that we have that is beneficial. But it has also brought a lot of emotional stress and grief. No one is helping us navigate through it because not only are we navigating the world of being like a teenager and your early 20s and still trying to figure yourself out, we're also navigating a world digitally where we're seeing that whatever is happening in the world all at once is just being fed to us. And we sometimes feel really lonely in that world because yes, you can communicate with everyone, but there's also a sense of it's only you and a phone. So are you really communicating with people if you can't physically be with them? So we kind of have to adapt to it ourselves, or we're teaching ourselves. And it's something that's very stressful, and I'm still learning with it. But I'm not asking older generations because they're not going through the same thing that we're going through. The biggest thing is, yes, we are privileged, and you're happy that we have all of these opportunities. But there's also a mental health note that we need others to pay attention to because unfortunately, that's where a lot of devastations are happening. And it's because we're not being listened to. That was really dark at one point.

Tina Dietz

And that's okay, or as my kids would say, that's a vibe. We understand that, and mentoring young people is certainly something that we do here in my company, and I have two teenagers at home. So everything that you just said, I have heard reflected, the sense of being completely connected and yet isolated at the same time. And that creates this odd conundrum in this mental emotional space. So, Dr. Valerie, I'd like to get your insight and response on this. What do leaders who have been around for several decades, let's say, want their younger counterparts to gain as they navigate this working world, or even in life in general?

Dr. Valerie Sheppard

Thank you so much. And I just want to acknowledge you, Gabi. And I feel like it was a beautiful setup for what I do, which is focused on that transition for young people into this space of this whole world of technology and humanism and, “What is it that I need to do?” So it's the centerpiece of my work. It's what I love doing. So thank you for that. And it's a beautiful thing to acknowledge. And I didn't hear it as dark, I just heard it as humanism, the human side of your generation. What I would love, not necessarily speaking only to this generation because what I think I talked about is universal, and a couple of your guests, Koy and Bruce have mentioned this is that we have to get beyond categories and constructs of separation, as I call them. When we are dealing with a whole population of people based on a couple of nuggets that are descriptors of a category in which we've placed them, we are not at all getting to who that person, on an individual level, really is. And so the whole idea here is for the older generation, and others to get beyond categorizations, get beyond “othering,” where we make ourselves the in group. “Well, this is the way we do it. This is the way I was taught. This is the way it's always worked. Why can't they do it our way?” Hear ourselves saying “they,” hear ourselves making us the right ones and them the wrong ones. And the tool that I talk about is how can you get into curiosity? Where is your outer edge of growth? And how does the “other” actually have something to lend, something to demonstrate, something to share that actually moves the entire dynamic forward, you and them? So it's about collaboration and connection. As the older person, stop believing that my age and my tenure somehow give me the keys or the endowment. How can I believe that my tenure just means I've been on earth a little bit longer, and that it doesn't mean I still don't have opportunities for growth and expansion and evolution? And when we're in a workplace together to elevate ourselves back to the common mission and purpose can be an anchor point, can be a place where we could sit in meetings and say, “Okay, before we get talking, and everybody's isms come out, how about if we focus on what's the map? Where are we going? What have we accomplished?” If we start meetings in celebration of what people have brought to the table, regardless of their generation, like what have we accomplished thanks to what they contributed, it's a way to get people on to common ground. So for me, it's what your other guests, Bruce and Koy brought up, and I love it, is going beyond labeling, being curious about how can I benefit from what you bring? Not how do you benefit from what I bring all the time. How can I learn from you? And then can we celebrate the collective consciousness that we create when we come together as a team, as an organization?

Tina Dietz

There's a lot of meat for us to unpack there. Something I heard you start to point to, Dr. Valerie, is this idea that we have to be curious about how we operate in the world. And sometimes we don't know what we don't know. So I want to go to Koy and have you talk about unconscious bias. How do leaders start to become aware of their own unconscious bias so that we can move into this space of curiosity and move beyond how we may have done things in the past?

Koy McDermott 

Absolutely. I love the topic of bias because bias is something that is not only extremely interesting, it's something that we all have in common. And it's one of the things that we don't really like to talk about because whenever we begin to talk about it, we start to see that we have bias, even in the smallest things. For example, the cup that I'm drinking out of today, I absolutely love. When I was making my tea, I searched for this cup. It brings me to so many examples that I have with my daughter, with regard to my coffee mug or my tea cup or maybe Saturday mornings, you've got a favorite bowl that you love to eat your cereal out of. I know I did when I was a young kid. And if we can get to the truth of the matter that we have bias, even in the smallest things, that is what's going to unlock us to get into the truth of the matter, that we have biases in larger things. And once we can get to the truth, then we can begin to unpack the fact that some of these biases we were allowing to stay unconscious. I say the word allowing because it is a conscious choice to begin to tell the truth to yourself. And it is also a conscious choice that now that you understand that these biases are there, to begin to move into active awareness so that you can either surround yourself with individuals who can help you to find your blind spots, reduce possible areas and/or situations where you feel as though you have not begin to understand how you could utilize this bias or perspective to be able to benefit the whole, and last but not least, it is beginning to truly dive in. I think that this is the most important part, which is the truth of what's going on and what's happening, not only in our world, but in the world at large.

Tina Dietz 

I would love for you, Bruce, for you to continue on with this particular conversation and add your thoughts on how we can raise this new generation of leaders without necessarily insisting that we're doing it our way.

Bruce Mayhew 

Yeah, absolutely. I love what's been said here so far, and I love the idea of curiosity as being a root component to moving forward, which is really difficult for people that have been in the workplace for a fair amount of time. So I think as we move forward as leaders, that curiosity component, for sure. And when I look at that curiosity component, I frequently reflect on what is preventing that curiosity. And often that prevention is fear, right? It's fear of my job, it's fear of my status, it's fear that I'm not going to be seen as a leader, which completely means that we need to transform the way that we're rewarding people, because a leader can no longer be the wealth of knowledge in an environment. We need to be able to count on each other in any situation to be able to put our collective best foot forward. If a leader is scared of their own curiosity and is being rewarded by keeping things as they have been in the past, then that is a problem for that individual, a problem for the team, and it's a problem for the company, right? So we have to recognize that a lot of what's holding us back is fear. And we have to redefine how we accept each other moving forward. But I also want to touch base on something that hasn't really been shared so far. I work with a lot of senior leaders. Frequently, when I ask them what they want from their new hires or the younger generation coming in, they want them, actually, to be self-sufficient. They want them to be able to not have to be told how to do everything. But to be fair to that younger person, or to any new person as part of a team, I think one of the challenges that leaders don't do in order to support their team in that environment is that that leader doesn't provide the foundation from which to work. So if I want somebody to be independent, I have to give them a foundation on which to be independent, which is the values of the organization, the goals of the project, how we collectively work with each other and treat each other. And when I give you that foundation of, “These are the values that we want to express together,” now I can actually depend on the decisions that you make moving forward within a project.

Tina Dietz

That's very true, Bruce. Yeah, an important point because as you've been in a company for a while, there's certain assumptions, there's certain things you just take for granted, and bringing somebody on board, no matter how competent they are, no matter how much self-initiative they have, they still need that lay of the land. And as a leader, I know for myself, sometimes I want that process to go much faster than it naturally does. But when we do take the time, and gird our egos and gird our loins in terms of bringing somebody along, it makes all the difference. I want to go back to something that you were pointing at, dealing with fear in the workplace because we do talk a lot about psychological safety and belonging on the show. And I just wanted to flip over to Dr. Valerie and Koy and Gabi, starting with you, Dr. Valerie, if you could tell us a tip or a technique or something that a leader could potentially start with to help to cultivate lessening fear and increasing that sense of curiosity being allowed to thrive and grow inside of a workplace.

Dr. Valerie Sheppard 

My expertise is in self-mastery. I define it as mastering yourself in your life so that you can exquisitely manage whatever your life brings your way. For every single solitary person on the planet, fear is always a part of the equation of whatever your life brings your way. And the question is not managing fear. The question is managing yourself and the experience of fear. Fear is just going to come up but it's coming from inside you, it's not the situation. So the dynamic pieces to know what your triggers are, and so Koy brought this up a little bit, I think Gabi talked about it a little bit, success in your life, which also means success in your work, your choice of career, success is dependent on you understanding how you bring yourself, how you express yourself in any given situation. So when fear grabs a hold, one of the number one things, the first thing I tell everybody is breathe. When you feel yourself start to notice your triggers, Bruce went through a number of them, and they were mine as well in the workplace. So as soon as I start hearing that, “Blah, blah, blah,” she's out to get you, she's asking that question because she wants to make you look bad,” I start to sit back, and, “Okay, that's not necessarily what's happening in this moment.” And the thing that allows me to get control is coming into my breath. So the breath work allows you to move your focus from outside, what are they doing? What are they thinking about me? To inside, what am I doing? Who am I being? So when I focus on the breath, it turns my focus inside, I settle down, I allow the fear to move, it's just a wave of energy. The idea is, can I be settled in myself enough to allow the wave to move, and then I can get back into conscious control of how I respond? If we don't take that time, what we do is react. So instead of just going, “Oh, that was just a question. She's not trying to make me look bad.” If I stay in that energy, I might bark out my answer to kick her away, like, “Back up!” Instead, I can soften and receive the question. “Oh, okay. So let me make sure I understand your question. What is it that you really want me to provide?” And so the techniques I'm talking about are, number one, know your triggers and what they're about, so that when they happen, you can take a moment, and number two, go into your breath, quiet the fear response, and give yourself a chance to respond in the present moment.

Tina Dietz

Thank you, Dr. Valerie. We're all applauding on camera here to Dr. Valerie's response. Those of you, of course, can’t see us doing that. But Koy, would you like to add on to that? Other tips, techniques for this realm of reducing fear?

Koy McDermott 

That is the only thing that I can do is to add on because Dr. Valerie crushed it. It has so much to do with us. Within my business Leaders Inspire Leaders, we focus on the “I” a lot. And it's not from the sense of being selfish, but more from the sense of understanding that everything that is going on and that is happening has to do with what someone created. If we can focus on the “I”, and understand that our one change, our one shift is so powerful, and that “I” brings us into inclusion, adding on to what Dr. Valerie was mentioning, before bringing yourself back to the breath, bringing yourself back to the “I,” back to the self. We can also speak about fear, in regard to it being the fear of the unknown. A lot of times, if not, in fact, all of the times, dare I say, it's that fear of, “Well, I don't know what's going to happen when I actually let go and I allow myself to just simply be free.” And ultimately, inclusivity is not something that just happens in the workplace. We've brought it to the workplace. But inclusivity is something that happens all day, every day. I love this theme of curiosity, being curious of other individuals and being more inclusive. If we can come to the table speaking about the things that we have in common, the things that are similar about us, whether it's the fact that we love traveling, whether it's the fact that we love tea, because I feel like Bruce might be drinking some tea as well, whether it's the fact that we love jazz and Mozart, if they're the things that we can come to the table with and bring that are the same, then we can begin to actually honor our differences. And that's where a lot of organizations are going wrong today. They want to come in, immediately talk about diversity, immediately talk about the things that make us different, immediately talk about the things that are divergent. And what that does is it puts everybody on guard, whether they are on guard because there is a level of, “Well, I don't have that.” There's that comparison that comes about, whether they're on guard because maybe there could be some envy there, whatever it is, let's slow down on the diversity piece until we can get the inclusive piece down. Let's focus on the “I”. And after we get the “I,” then we can begin to find everything else. My book of faith says, “Before you worry about the speck in your brother's eye or sister's eye, worry about the log in your own.” So focus on self, just as Dr. Valerie said, and remember that inclusivity is something that happens all day, everyday. How can you become curious not only about different things, but about different individuals, different religions, different languages, different foods, so that you can also create additional commonalities, so that inclusivity can become a whole lot easier?

Tina Dietz

We're just going to pause there to breathe that particular piece of wisdom in as well. Gabi, I want to go to you. And as the editor-in-chief of the nation's largest student run magazine, you manage a team, you manage a staff. So is there anything else that you'd like to add on, particularly since you are Gen Z working with Gen Z that you have found really works well in managing your team?

Gabriela Moreno

Well, I just want to bring up what Koy and Valerie said about the “I.” I think it's something that I started to learn with Rowdy. I think, as a leader, which I put air quotes on that because I think the term leader has been, sometimes, not defined properly. I think people think a leader is someone, yes, who leads, obviously, but I think they think that that one opinion and that one idea is what's right. And it's not, there's a difference between being assertive and bold and there's also a difference between you're asserting only one topic or one idea. And I think that's where bad leaders come, and their idea could be great, but it also doesn't make your team be themselves and you are leading people to kind of lose themselves and lose their “I.” And that's one thing that I have with a team of 90 people that I'm trying to do, because we're all using this publication, not only for creative outlet, but for discussion and an open discussion with our audience, who we care so much for. I think the best thing that we're doing is that I value that open discussion, and I don't want them thinking that I'm a leader, that only my ideas are the one that counts. I want to open a discussion where everyone's ideas count. So now it's like, I'm not a leader, I'm a friend. But I'm a leader when it comes to maybe making a decision on what the name of that article should be. But it's not about me demeaning your idea or me thinking like, “Oh, I don't think your choice is right on that.” I should value your choice. If I have some differences, we honor those differences. And I think that's really important because despite any generation, the one thing that we have in common is wanting to be heard. And I think if you take that voice away from someone, that just makes you a bad leader and it says something about you.

Tina Dietz

Yeah, 100%. 100%. We can put that on a billboard. Yeah, if you're taking somebody's voice away, you are not really a leader. Not in any sense of the word. Well, we have covered a tremendous amount of ground here. I'd love for, as we wrap up, each of you just to leave our listeners with a little bit of wisdom. If there's one thing that they could do in the next week to forward this conversation in their own workplace, either for themselves or for their team, what's something that they could take action on? Gabi, let's start with you.

Gabriela Moreno

I think my biggest piece of advice is, at the moment, we also have to remember that we are a community, and the importance of forgiving, letting go, but then also learning from everything that just went on and trying to make the change, trying to give 100%. Just don't let go and just forget about it, give 100% and actually put change into something. So I think being active, but also having that sense of forgiveness and being able to let go and not hold a grudge, I think is my biggest advice.

Bruce Mayhew

I certainly want to reflect on the stuff that Gabi has been talking about, just the whole concept of leadership has evolved from 50 or 60 years ago. Leader used to be the boss. And we're still hung on that boss definition. We have to let that go. If somebody was going to start next week in changing the environment that they're in, I think they need to accept that we need to start training everybody to be a leader, regardless of what their position is within the organization. They have to understand what leadership is. And leadership means that I might be in charge this minute, and Gabi will be the next minute, and Val will be the minute after that. So it might be a trade off within the project that might last a minute or a day or a week but we trade leadership back and forth.

Tina Dietz 

Koy, let's go to you.

Koy McDermott

We've seen the stories of lottery winners who are now homeless. Nothing truly changes, you’re unable to sustain those things until you change. Focusing in on that mental well-being is something that we all have control over, we all have the power to do, we all have an opportunity to truly focus on self because burnout, not only is it real, it doesn't just happen from work. It can happen from anything and everything that we do. So when you're focusing on that mental well-being, begin to, as Dr. Valerie was saying, understand your triggers, and also understand what recharges you. What brings you rest, what brings you peace? How do I tap back into my joy? How do I refill my cup? Because a lot of us are giving from our cup instead of our overflow. And that is also beginning to cause resentment and shame and guilt and fear and all of these other emotions that come with it. It's not about being selfish, it is about focusing on self so that you can truly give what you have.

Tina Dietz

And Dr. Valerie, let's complete that line of thinking with you.

Dr. Valerie Sheppard

Thank you. Wow. You said at the beginning, this was a powerhouse panel, and the nuggets are just coming from everyone. It's so beautiful. I'm so grateful to be a part of this. Thank you so much. My last tip: learn to dance. And what I mean by that is to dance with the dynamics that are coming up within you. That's where it all starts. Learn to be forgiving and loving and nurturing and caring of you as the catalyst, the epicenter of what you create in the world. Learn to dance with the dynamics in the outside world where there are people who aren't going to see things the way you see them. Don't come from a perspective that maybe you even can understand, but nonetheless, are bringing their own brilliance and magnificence into the equation. Koy talked about inclusivity happens all the time, and we've gotten a very fractured world. There are some aspects of what you're bringing to this dynamic that I would love to spend some more time on and to kind of pick apart and play with and see if we can take from my point of view and your point of view and others points of view and create magic. There's something that we do in acting, it's called suspend your disbelief. Suspend the disbelief that I don't know how to dance. Maybe you just need to start. Suspend the disbelief that that person because they're older, they're going to tell me everything. Maybe not. Maybe they just want to be heard, just like you want to be heard. Suspend the disbelief that people are out to get you. Maybe they're not, maybe they just want to help you succeed, but they don't know how to do it in a way that is nurturing and caring to you. And so doing this dance of the dynamics, can I play with it? No matter where they come from, can I come from a place of, “We are going to create this together, and I am going to bring the best of me to dance and play with the best of you. And let's get on with it.”

Tina Dietz

There's been so much humanity present here today in the conversation about a post-generational workforce and moving beyond the dates we were born and into who we are truly as individual human beings, collectively, culturally, and all of the dances that we dance in the different communities that we belong to. Now is the time to maybe even listen back to this episode again or go back to the episode on psychological safety where we talk about getting out of midbrain dominance so that you can be a more high-functioning leader and be able to examine your own bias without fear and allow that to come out into your team so they, too, can reduce the amount of fear and increase the amount of curiosity that they are feeling. I hope today that you have felt more opening and more freedom to reach out to the other people in your community, in your workplace, in your family, on your team, and start having some of the challenging conversations with compassion and curiosity so that we all can have an overflowing cup from which to give. And in that case, I wish you all well. I look forward to being with you next time as we journey together and as we offer you a Drink From The Well.

Please share this episode with another leader and follow us on your favorite podcast app. Then journey over to DrinkFromTheWellPodcast.com for transcripts, show notes, and all the wisdom in today’s episode. We’re always here to refresh, inspire, 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 – Cultivating Intergenerational Communication at Work

Gabriela Moreno is a Political Science major with a Mass Communications and History minor at the University of Florida. She was born and raised in Miami, Florida and comes from Brazilian as well as Cuban descent. She is the former Editor-In-Chief of Rowdy Magazine, which speaks about politics, fashion, and culture, participates in different media positions in Student Government and is the Assistant Director of her pre-law fraternity. Outside of school, she has been a part of political campaigns and is now preparing to intern at a Media Law Firm based in Miami.

Isokoy (Koy) McDermott is a tech sales manager at a leading cloud search company. Isokoy began his stellar career in tech a decade ago and today is an award-winning executive, speaker, and entrepreneur. As part of his commitment to strengthening diversity and inclusion, Isokoy founded Leaders Inspire Leaders, an employee retention company focused on cross-generational communication and coaching Millennial Managers on their purpose and passion to unleash their full potential.

Dr. Valerie Sheppard is a self-mastery expert and the CEO of the Heartly Center for Mindfulness and Self-Mastery. She has written an international best-selling book, Living Happy to Be Me and a self-mastery curriculum that was the subject of her 2021 doctoral dissertation. She received her PhD in consciousness and human potential from Gateway University.

Bruce Mayhew is an inspiring Corporate Trainer, Conference Speaker, and Executive Coach. Whether coaching an individual or speaking to a room of a thousand delegates, Bruce has a passion for helping his clients to achieve their professional development and leadership goals. As a Corporate Trainer, Bruce delivers customized and interactive corporate training solutions that help employees be more successful and productive while improving employee satisfaction, employee loyalty and employee engagement. As an Executive Coach, Bruce empowers his clients to recognize their leadership skills and build on their natural strengths.

Episode Featured Resources

Leaders’ Discussion Guide – Cultivating Intergenerational Communication at Work:

How to prepare to lead this discussion session with your team:
  1. What’s your favorite mug? Consider where your generation has given you some biases, whatever those may be, to ensure an open, honest, and welcoming conversation with your team. You don’t need to fix yourself, just be open and honest with yourself.
Questions to discuss WITH your team about Cultivating Intergenerational Communication at Work:
  1. Have them listen to the episode first to create common ground and context for the conversation.
  2. Have your team voice what intergenerational communication issues they think exist in the workplace. Allow them to speak from their own experiences as Baby Boomers, Gen X, Millennials, and Gen Z. Remember to keep it respectful.
  3. Review the techniques (24:00) about minimizing bias from the episode. Identify which techniques would work best for your team. Can you think of any others?
  4. ADVANCED: Identify your bias(es) against those older and younger than you. What steps do you need to take to overcome those biases?

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Let's Talk

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

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 Podcasting Maximizes a Culture of Excellence and Innovation in Organizations with Tina Dietz and Jose Pires

Did you know one of the most powerful ways you can connect with your clients is through podcasting? You can learn more about the benefits of podcasting, what questions you need to answer before you begin your podcast, and how Twin Flames Studios helps get your voice into more ears on my guest interview with Bruce Eckfeldt on the Scaling Up Services podcast.(Scaling Up Services Podcast with Bruce Eckfeldt, October 2021)

Tina spoke with Bruce Eckfeldt on the Scaling Up Services podcast to discuss how podcasts hone your brand, provide evergreen marketing content, and create deeper relationships.

In this episode, you'll learn:

  • Why audio is one of the most intimate mediums for storytelling
  • The top questions to ask before you start your podcast
  • How podcasts can revitalize your marketing and expand your reach
  • And more!

Listen to their conversation here!

Bruce Eckfeldt Are you a CEO looking to scale your company faster and easier? Check out Thrive Roundtable. Thrive combines a moderated peer group mastermind expert one on one coaching access to proven growth tools and a 24/7 support community. Created by Inc. award-winning CEO and certified Scaling Up Business coach, Bruce Eckfeldt, Thrive will help you grow your business more quickly and with less drama. For details on the program, visit eckfeldt.com/thrive

Welcome, everyone. This is Scaling Up Services. I'm Bruce Eckfeldt. I'm your host. Our guest today is Tina Dietz. She is the founder at Twin Flames Studios. We're going to talk to her about the work that she does with companies helping them with creating content, with promotion. This is a really kind of interesting topic. I think so many service companies based their marketing, based their sales and lead development, based on thought leadership and getting content out in the world. And there's so many different types of content and so many different ways you can do it. I really think they–obviously I love podcasting–but you know, podcasts, audiobooks, you know, spoken word kind of content, there's so many things you can do with it. There's so many things you can use to generate awareness, generate thought leadership, generate leads. I'm excited for this and excited to hear Tina’s story and how she got into this this world of audio content production and what she's been doing with service companies. So, with that, Tina, welcome to the program.

Tina DietzHey, Bruce, thanks for having me.

It's a pleasure having you on. So before we dive into what you're doing with Twin Flames right now and stuff, why don't we talk a little bit about you and get a sense of your background? Give us the story. What was your professional journey? And how did you get into what you're doing today?

Well, like most entrepreneurs, it's fairly stupid. It's just like, “Well, how the hell did this happen?” Yeah, yeah. And that's, and that's what we hear more than everything. If you had asked me, you know, when I was growing up, if, you know, in 25 years or whatever, you're going to own a company that produces audio content in the land of thought leadership for service-based companies. I'm sorry, what? What, what? It didn't even exist, right? You know, at the time?

So my upbringing was I had a younger sibling–that was a business. My parents owned a business that they started when I was three years old. It was my younger sibling, and I hated it. It was a wood burning stove and fireplace business. So real sexy, awesome. And basically, that was my constant companion growing up. So I was steeped like a tea bag in entrepreneurship. From a very young age, I started answering phones when I was four and going to trade shows when I was six, I do a whole talk will have to do another time maybe on how I found my purpose in life through the Ginsu knife demonstration at a local fair. So that’s a whole thing, that's the whole thing. And, you know, I never really thought I'd own a business, but I became a therapist–for a number of reasons. Childhood was not a great place. But you know, lessons learned. It's one of those things. And I've spent a lot of time in the world of personal development, in leadership and all of that. So cultivating myself, of course, created in me a desire to see what else could be done for other people.

That led me to coaching and consulting, which then ended up leading me to podcasting and ultimately to audio production. Basically, through a paid hobby I had as a voice actor. You know, I'm an entrepreneur, we can't have regular hobbies, we have to have hobbies that pay us. That's the way it works. We can't have normal hobbies. So I was a voice actor on the side and taking some classes and masterclasses in audiobook narration. And I had this chocolate and peanut butter moment, this light bulb, aha, that, “Oh, my God, why aren't all my clients and colleagues who are doing best selling campaigns and producing books, why aren't they doing audiobooks?” And that was, as Michael Gerber from The E Myth says, you know, my “entrepreneurial seizure” that led me to investigate the world of audio and led me to a big gap in the market and dove into that.

I took over my business within a year of starting to offer services in this big market gap of done-for-you audiobooks, and also the corporate side of podcasting. And that is kind of was the best decision that I ever made. And so I went from basically being a solopreneur, consultant who'd worked with more than 20 industries in eight countries to being the CEO of a company that now produces content in the land of audio that changes lives and hearts and minds for service-based companies and making sure that they're having this beautiful, human, authentic voice of their company that comes through this medium of audio.

Yeah, I'm curious. You've had a couple of different kind of pivots in your commercial world and career what are some of the things that you had to learn or had to kind of change about your thinking, your leadership, your approach during those pivots?

Bruce, I thought you said this was only a half hour podcast.

The top two. Just the top two.

The top two. One: choose who gets in your ear very carefully, very carefully. I'm very much of a happy puppy kind of person. I'm just like, “Yeah, let's do it. Let's change the world. Let's make it happen.” I have a lot of enthusiasm and energy and kind of that visionary habit–you see something and you want to make it happen. And it took me a long time to really learn how to vet the people that I was working with, or who I was throwing in with, because I assumed for a long time, in a very naive way, that everyone had the same values that I did around integrity and communication, and, you know, working together and making sure everybody wins. And it doesn't always work that day. Most people, most people, 99% of people on the planet are doing their best. But you know, problems and challenges that come up, don't always bring out the best in people. Sometimes it brings out the worst in people. And so learning how to create relationships over time and cultivate those relationships carefully has been a huge game changer in my world to keep things consistent and growing in the right direction.

And the other piece of the puzzle has been, you know, doing my own inner work. I'd say all the time that we were born with two voices: the voice you speak with and the voice that speaks to you. And working on the voice that speaks to me has made the biggest difference in anything that I've done as a leader, as a business owner, as a partner, a wife, a mom, you know, on any of that, to cultivate that inner world–and I could do many, many, many hours, and all the things that have happened there. But suffice to say it's been a journey.

That's a really great, that's a great realization. And yeah, I think it's, you know, time is your most precious commodity and where you spend it, you know, how you spend it, who you spend it with, are all kinds of things that are really going to influence your success and what you end up doing. Tell me a little bit about kind of why audio content? I mean, what's your kind of take on the world? You know, that we're in today? Why is audio content so powerful, so important? Why have you chosen to focus on it?

Well, going back to what I said a moment ago about our internet, our voices, it's something every human being on the planet is born with. And it's something that cannot be taken away. And speaking, as someone who has felt in the past that my voice was taken away and was suppressed, having that voice and having a place at the table to have that voice heard, is incredibly valuable. And so, everything that I have done, and what we do as a company with Twin Flames, is designed to give people a place at the table so that their voices are heard. And then it creates this incredible ripple effect that you know, podcasts and audiobooks are some of the lowest hanging fruit on the planet for people to start changing their lives.

If we can be a part of more leadership voices and more positive voices and more great information, reaching people all over the world, so that they can start to change their lives. That is a really powerful place to be. It is really about making the world a better place one kind of drip of audio at a time. And audio is very, very, very intimate compared to most other forms of media. It's single focus. Most people listen to audio right into their ear. So there is a neurological connection that's very powerful between, you know, the earbud I have in my ear, and the center of my brain, the amygdala, the hippocampus, all of those things. It's not just higher brain functions being impacted by the voice. And so there's an intimacy created in an impact that's really important. And storytelling, of course, is incredibly powerful worldwide. It's something that connects all of humanity. So when we bring all these factors together, neurological, you know, storytelling, how we're wired, the universal power of the human voice to create relationship–it's a very, very powerful medium. And it can be used in so many different ways and sliced and diced, and at the pace we're living at, you know, audio is the most portable form of media. You can listen when you can't read you can listen when you can't watch. So you know, it's never gone away. It's never going to go away. And all of those things together make it what I consider the perfect storm for perfect content.

Yeah, I was like that idea that audio content literally gets you in your prospect’s head.

Mm-hmm. Yeah, you got it.

So what are all the kinds of formats these days? I mean, we kind of went from you know, I date myself accidentally when I say I'm listening to a book on tape or something. 

I know, right? Me too.

It's morphed so many times, like what is your kind of how do you kind of lay out the scope or the types of audio content that that you have at your disposal these days?

Well, we usually start with a primary form of content, which is generally a podcast. Podcasting, of course, is something that is hot right now. I’m on one as we speak, and it provides a nice bulk of content to start with, and a framework to start with. So unlike a video, the average video watcher will watch two minutes, but the average podcast listener will listen for 40 minutes.

And it's actually much harder to create short form content than it is slightly longer form content. We have thoughts, you know, curating what we say, you know, the brevity or like cutting things down to its core is much more challenging than this kind of a conversational format. And so, it allows people to be very natural, and very expansive in what they're talking about to dig into nitty gritty and to know that the listener is still going to be interested more than two minutes in, so you're not trying to pack things in. So we start with a longer form 20-30 minute podcast, usually sometimes longer, sometimes shorter, but that's on average what it is. And that gives us a lovely bulk of content to work with.

From there, there's all different ways to slice and dice that type of content, repurpose it, reuse it. And the authenticity that comes through when you're using audio and using this type of format is really important to reach people on a deeper basis, rather than just an informational basis.

Yeah. And when you look at companies, what are I guess, what are some of the companies or situations that are best served with audio content? Like who can really benefit from this form of content?

Well, we love working with relationship-focused, service-based companies. People who, when they're working with their clients, they have long-term relationships with their clients. For example, companies, which seem very dry, but there's a lot of content available in the financial world, in insurance, for example, education of varying kinds, and even things like retail, retail conglomerates, and things like that, that are creating more experiences. Travel can be served in this way, as well, although it does, definitely does need to be paired with the visual aspect as well. But it can be really, really, really beautiful. You will see a lot of influencer podcasting, that's generally not our super cup of tea.

We do a lot of work in the leadership space, though, helping to humanize brands that are large, and give the brand an avatar because we don't really do business with faceless, nameless corporations. We want to do business with people. So being able to communicate brand values and culture and leadership and innovation through the avatar of a podcast host is extremely powerful. Another industry that benefits a lot from podcasting is healthcare. And all of these have constraints with compliance and communication and legal and all of that. But we're able to navigate all of those waters, as well.

Yeah, yeah. So what are some of the other challenges? If you are interested in developing audio content? Like what do you need to kind of consider or think about setup?

The lift is largely at the beginning when you're–well with any type of content, right, so you have to decide that has enough value that you're going to spend the brain capacity and the bandwidth and the time to work with a company like ours, so that we can help you shape that voice and shape the type of content that's really going to benefit you. So choosing that it's going to be a priority.

And then having deep, intimate communication and regular awesome content are things that you really want to do, you also need to decide in terms of you know–and we work with our companies on this–like who's going to be hosting, who's your avatar, who's your people or person that you're going to be featuring. And there's a lot of creative ways to work with that scenario, as well. Everything from solo hosts to two hosts to a panel discussion and everything in between. There's, there's a lot of different ways to manage those kinds of questions, particularly if there's multiple people inside of a company who want to be at the forefront being that avatar for the company, that's all completely manageable. 

Another thing the company really needs to decide is if their marketing department, and their team, how we're going to dovetail this with their other strategic initiatives. Podcasting should be one piece and audio should be a piece of a larger strategic picture for a company. It should never be a band-aid or just an outlier. It needs to be integrated because it is something that has high strategic value, and can augment or replace creating content in other areas like blog posts, social media post images, articles for industry publications, and even events and getting used in events in different ways. So, there's a lot of applications and being willing to dive into the strategy is super important.

And what goes into that strategy? What questions are you asking or what do companies need to think about, you know, in terms of understanding kind of the bigger picture strategy before they really get into, you know, executing a particular kind of audio content strategy?

Yeah, we like to get into working with their marketing team. and finding out what are their core values that they're looking to communicate. What is that mission? What is their vision for their company, and then building out kind of an avatar of their host, not of their audience, but of their host. You know, if you had to personify your company, who is kind of that person and that spokesperson to do that? That's certainly an area that we start with, we also need to look at, as I mentioned, their current strategic initiatives. What's already working for them in terms of their marketing? How can podcasting build upon that and make it even more robust? And what are their pain points that we can address that are challenging?

So one of the pain points we run into a lot with companies is just the generation of content to begin with, particularly from a very busy team. A larger company, you know, when you ask somebody to go and say, “Hey, would you write a blog post on this?” somebody who's a technician or a salesperson or whatever, they may not be a writer to do that. Using interview techniques, we can extract and pull really wonderful, real conversational information from team members that can be pulled into podcasting content, or then even turned into articles or ebooks or, you know, other types of content, as well. And the creation process becomes 100 times easier. And this is, of course, scalable for any size company to do that, whether we're working with a sales team, or we're working with, you know, a CPA firm.

Yeah. You mentioned a couple times the idea of leveraging the content, what are some ways that you can kind of use the, the initial content, leverage it in different ways? You know, repurpose it. What are some things that companies should be thinking about when they develop a kind of a content strategy, starting with audio content?

Sure, I'll kind of walk you through a whole process, potential process flow on that. So let's say your podcast gets made, and the audio content is going out to 20-30 different audio distribution platforms, everything from Spotify to Apple podcasts and whatnot. So it lives all out in the world of public podcasting. Well, then the full edited transcript of that podcast, along with an embedded player, which has a number of features on it that are really helpful for the listener, click to tweets, and custom captioned images are all embedded on the website, usually in the form of a blog post. So we have, first, fresh content that goes into your blog.

And secondly, this is all gorgeous for your search engine optimization. Google loves fresh, long form conversational content, because Google is moving towards AI for their search engine optimization. This longer form conversational podcast content is so helpful for SEO, particularly with all the bells and whistles to kind of go along with it. So, from there, you can take the we have always have a little summary at the top and we have our quotes that are pulled out. Those are repurposed into social media posts, usually either on say a company page on LinkedIn that are then shared with the employees, shared with the team so that then they all can share those posts as well.

We also pull out short clips, little highlights from the podcast and turn them into what are called audiograms, which are little shareable, closed-caption dynamic videos. Those are also shared on social media. And one of my other favorite places to use audiograms is to embed them in related blog posts on the site that aren't necessarily the podcast episode, but maybe related content. So then you are cross-pollinating your website content and also creating a more dynamic experience for somebody visiting your website, because now you've got this lovely little 30-second to one minute long video that's breaking up the content on a related post and maybe getting people interested in staying on your website longer. Yeah, so those are just a few of the things that you can do.

We even recommend that whoever is the guest on the podcast, or even the host, depending on the situation, repurpose the link to their podcast on the publication section of their LinkedIn profile. A lot of people only use articles or blog posts, but you can use your podcast interviews as part of your publications list. And that helps build out, of course, your LinkedIn presence. For those folks of us who are in the B2B world or in the, you know, the business world. It's really nice to have that additional fresh content on your LinkedIn profile to kind of keep you top of mind for people.

So those are just a couple. Those are just a couple elements. And the other big one we see a lot of is turning podcast content into industry publication articles. So basically having writers–either folks we've introduced you to, or folks on their team. One of our companies that we work with primary tax solutions, they're a specialty tax company, and they've now had six articles based on their podcasts–content produced and published in publications like Accounting Today.

Yeah, I love that idea is like you create one piece and then you can find lots of different ways. Oh, my goodness repurposing it makes it so much easier or just create so much more leverage in terms of the work you do. What are some of the challenges? Certainly, when I started podcasting, you know, it wasn't, there was some hesitation and trepidation about kind of really getting into this and putting myself out there like that. What do you do to help folks who, you know, are considering this, but they're not quite sure they have maybe some, you know, maybe a little bit of fear around some of this stuff. You know, creating this content, really putting it out there–what are ways in which you help them kind of evaluate and create an opportunity for them to really get into this space?

It really just, it lives in the world of conversation. So, Bruce, would it be accurate to say that, you know, one of your big considerations was time?

Oh, absolutely.

Yeah, yeah. And that's really the biggest thing we have to talk about is, where are your priorities, and where is your time going to be, because even if we're handling 90% of what has to go into the podcast production, we're still going to need, you know, some time for the marketing team and of course, the host and things like that to spend some time in that arena. So it just really has to be a priority, and they need to be well suited. So there's a lot of evaluation that goes on at the beginning, everything from talking about, like I said, the creation of kind of this avatar. We even use thought leadership archetypes that we have developed based on the 12 Jungian archetypes to help kind of shape the brand of the podcast in conjunction with the company's brand to make sure that there's this consistent voice.

So everything that we do really lives in relationship and inquiry and curiosity. And and then from there, the strategy, but we come at it–I would say that, you know, a lot of times I'm practicing my “Business Buddha” and that means I come from a place of non-attachment. It really has to be all about the clients and not about us and seeing what's going to be best. And sometimes it's not the best solution for that company, or it's not the right time. Sometimes it's the absolute perfect time, and the company is absolutely 100% ready to go. Sometimes there's a little bit of a delay until a few ducks get in a row and we say, “Hey, you know, you really should have X, Y, and Z handled before we start this process.” So it always has to be in the best interest of the company, so that we can get the best product, because, as you know, Bruce, podcasting isn't a one and done deal. It's a long tail game. Yeah, you know, so we got to have time.

Yeah, no, let's dig into that just a little bit. ‘Cause I find I see a lot of podcasts out there that get to like episode eight.

Yeah.

You know, big plans, big ideas, and then, you know, just, you know, a big initial push, but, they just kind of fade quickly. What are some things that can help you to prevent that or will help you, you know, kind of be in it for the long game?

Well, most of our companies, we recommend starting with a bi-weekly schedule, instead of a weekly schedule. You can always add episodes. You can always add frequency as you go. But bi-weekly gives enough frequency for folks to really get content out on a regular basis without it necessarily being an overwhelming time commitment. We also work to develop out the content calendar, and make sure that we've actually got, you know, 12 or 24 potential episodes kind of planned out. And then many times we're helping with, you know, getting the guests on. You know, let's look at your networking list. Who do you want to have on and how can we help you facilitate that communication, the guest preparation and making the actual recording process as easy as possible for folks? You know, you and I both use an interface that's very easy to get on. You're using was it Tricast here. Is that what we're both on?

Yeah.

So Tricast, Squadcast, Riverside FM–there's a bunch of them that really helped make the recording process very high quality and very easy, no matter who you are, where you are, as long as you've got a relatively decent internet connection. Yeah, and we help facilitate those with live direction, sometimes, helping people actually kind of feel comfortable, relax them. We do episode preparation sometimes and actually create the outlines for episodes for companies and working with their marketing team to make it easier for them to just have a nice flow of every episode. And of course, any kind of host or guest training when it comes down to the actual vocal or interview side of things. It's really a matter of finding out what are the needs, what are the desires, and creating the right solutions to fill it. There's no cookie cutter solution.

Yeah. And are most of your clients looking to develop leads for like a lead funnel or what are the outcomes that sort of the tangible business outcomes that you're typically focused on with clients?

The tangible outcomes that clients are usually looking to focus on are multifold. Podcasting of this particular kind is a beautiful combination of relationship marketing, influence marketing, and content marketing. So we're looking to have guests chosen strategically that are not necessarily leads for their company–there's a whole philosophy of podcasting that you interview people you want to have as clients. That's not really where we live. The companies that we work with are well-established. They're doing very, very well in their fields. And this is really a move from having a brand to becoming thought leaders in an industry. So it has more to do with influence and high quality content than it does with directly getting leads.

But that being said, it usually–well, actually, it always–it always ends up in developing leads, because collaborations come out of the guests that you have on the show, out of the visibility that you have, out of the elevation in the industry of now becoming a media presence, all of those things happen, and it is largely because podcasting opens doors when it comes to relationships. You know, our clients are always looking to have high quality guests on their show, and then following up with those guests afterwards to help deepen that relationship and develop collaboration inevitably adds leads to additional opportunities and more leads 100% of the time.

Yeah. And what recommendations do you have for folks in terms of kind of picking subjects, things that you're going to weave into your conversations, finding guests? I mean, how do you go from, “Hey, I want to start a podcast, I want to, you know, have these sort of business outcomes,” to actually getting things scheduled and figuring out what you're going to talk about?

Oh, okay, that's a big world. So let's break it down just into a couple of first steps. One is to look at your values. What do you want to be known for? You know, who are you in in the world? What does your company want to be known for? And what are your brand values, the pillars that you operate by that you want to make sure it get communicated out to an audience?

Then there's a little bit of a Venn diagram. You've got your brand values and your culture, and then you have what you're really good at, you know, what's your areas of focus, and you're going to overlap those two areas on each other. And then the third area that you're going to your trifecta, a little three circle Venn diagram is going to be how do you want to communicate it?

So when you're talking about podcasting, you have to have somebody on your team who's got a proclivity towards a microphone. In some way, shape or form, they have to have a desire for it. Because otherwise you're going to end up you know, like, like Ben Stein in Ferris Bueller's Day Off. “Bueller, Bueller? Bueller?” It's got to be dynamic, right? You somebody who is inclined. So that you know, so then you got your format of your show. So you've got those three pieces that you want overlap to find kind of your sweet spot in podcasting. And I will say, that's where you start. Podcasting is one of those things, just like I hate to say it, a website. That is, you're always evolving over time, and you're going to have seasons. You're going to have segments, you're going to evolve it over time. So you got to start with where you're most comfortable and most seasoned in your expertise, and then you're going to evolve and grow it from there.

Tina, this has been a pleasure if people want to find out more about you about the work that you do, what's the best way to get that information?

You can just hop over to twinflamesstudios.com and we are there. There's samples of our work. You can reach us there and we're happy to connect with you and explore, no matter where you're at in the process.

That's great. I will make sure that all the links are in the show notes here. Tina, this has been a pleasure. Thank you so much for taking the time today.

Thank you, Bruce.

Thank you for tuning in to today's episode. Be sure to subscribe using your favorite podcast app, so you don't miss our future episodes. See you next time.

About Scaling Up ServicesScaling Up Services is a podcast devoted to helping founders, partners, CEOs, key executives, and managers of service-based businesses scale their companies faster and with less drama. For more information and a list of recent episodes, please visit www.scalingupservices.com.

About Eckfeldt & AssociatesEckfeldt & Associates is a strategic coaching and advisory firm based in New York City and servicing growth companies around the world. Founded and led by Inc. 500 CEO Bruce Eckfeldt, E&A helps founders, CEOs, and leadership teams develop highly differentiated business strategies and create high-performance leadership teams who can execute with focus and rigor. Leveraging the Scaling Up, 3HAG, and Predictive Index toolsets, the firm has worked with a wide range of dynamic industries including technology, professional services, real estate, healthcare, pharmaceutical, and cannabis/hemp. For more information, please visit www.eckfeldt.com or email at info@eckfeldt.com.

Tina Dietz, Founder and CEO, Twin Flames Studios with Bruce Eckfeldt on Scaling Up Services [Podcast]

Did you know one of the most powerful ways you can connect with your clients is through podcasting? You can learn more about the benefits of podcasting, what questions you need to answer before you begin your podcast, and how Twin Flames Studios helps get your voice into more ears on my guest interview with Bruce Eckfeldt on the Scaling Up Services podcast.(Scaling Up Services Podcast with Bruce Eckfeldt, October 2021)

Tina spoke with Bruce Eckfeldt on the Scaling Up Services podcast to discuss how podcasts hone your brand, provide evergreen marketing content, and create deeper relationships.

In this episode, you'll learn:

  • Why audio is one of the most intimate mediums for storytelling
  • The top questions to ask before you start your podcast
  • How podcasts can revitalize your marketing and expand your reach
  • And more!

Listen to their conversation here!

Bruce Eckfeldt Are you a CEO looking to scale your company faster and easier? Check out Thrive Roundtable. Thrive combines a moderated peer group mastermind expert one on one coaching access to proven growth tools and a 24/7 support community. Created by Inc. award-winning CEO and certified Scaling Up Business coach, Bruce Eckfeldt, Thrive will help you grow your business more quickly and with less drama. For details on the program, visit eckfeldt.com/thrive

Welcome, everyone. This is Scaling Up Services. I'm Bruce Eckfeldt. I'm your host. Our guest today is Tina Dietz. She is the founder at Twin Flames Studios. We're going to talk to her about the work that she does with companies helping them with creating content, with promotion. This is a really kind of interesting topic. I think so many service companies based their marketing, based their sales and lead development, based on thought leadership and getting content out in the world. And there's so many different types of content and so many different ways you can do it. I really think they–obviously I love podcasting–but you know, podcasts, audiobooks, you know, spoken word kind of content, there's so many things you can do with it. There's so many things you can use to generate awareness, generate thought leadership, generate leads. I'm excited for this and excited to hear Tina’s story and how she got into this this world of audio content production and what she's been doing with service companies. So, with that, Tina, welcome to the program.

Tina DietzHey, Bruce, thanks for having me.

It's a pleasure having you on. So before we dive into what you're doing with Twin Flames right now and stuff, why don't we talk a little bit about you and get a sense of your background? Give us the story. What was your professional journey? And how did you get into what you're doing today?

Well, like most entrepreneurs, it's fairly stupid. It's just like, “Well, how the hell did this happen?” Yeah, yeah. And that's, and that's what we hear more than everything. If you had asked me, you know, when I was growing up, if, you know, in 25 years or whatever, you're going to own a company that produces audio content in the land of thought leadership for service-based companies. I'm sorry, what? What, what? It didn't even exist, right? You know, at the time?

So my upbringing was I had a younger sibling–that was a business. My parents owned a business that they started when I was three years old. It was my younger sibling, and I hated it. It was a wood burning stove and fireplace business. So real sexy, awesome. And basically, that was my constant companion growing up. So I was steeped like a tea bag in entrepreneurship. From a very young age, I started answering phones when I was four and going to trade shows when I was six, I do a whole talk will have to do another time maybe on how I found my purpose in life through the Ginsu knife demonstration at a local fair. So that’s a whole thing, that's the whole thing. And, you know, I never really thought I'd own a business, but I became a therapist–for a number of reasons. Childhood was not a great place. But you know, lessons learned. It's one of those things. And I've spent a lot of time in the world of personal development, in leadership and all of that. So cultivating myself, of course, created in me a desire to see what else could be done for other people.

That led me to coaching and consulting, which then ended up leading me to podcasting and ultimately to audio production. Basically, through a paid hobby I had as a voice actor. You know, I'm an entrepreneur, we can't have regular hobbies, we have to have hobbies that pay us. That's the way it works. We can't have normal hobbies. So I was a voice actor on the side and taking some classes and masterclasses in audiobook narration. And I had this chocolate and peanut butter moment, this light bulb, aha, that, “Oh, my God, why aren't all my clients and colleagues who are doing best selling campaigns and producing books, why aren't they doing audiobooks?” And that was, as Michael Gerber from The E Myth says, you know, my “entrepreneurial seizure” that led me to investigate the world of audio and led me to a big gap in the market and dove into that.

I took over my business within a year of starting to offer services in this big market gap of done-for-you audiobooks, and also the corporate side of podcasting. And that is kind of was the best decision that I ever made. And so I went from basically being a solopreneur, consultant who'd worked with more than 20 industries in eight countries to being the CEO of a company that now produces content in the land of audio that changes lives and hearts and minds for service-based companies and making sure that they're having this beautiful, human, authentic voice of their company that comes through this medium of audio.

Yeah, I'm curious. You've had a couple of different kind of pivots in your commercial world and career what are some of the things that you had to learn or had to kind of change about your thinking, your leadership, your approach during those pivots?

Bruce, I thought you said this was only a half hour podcast.

The top two. Just the top two.

The top two. One: choose who gets in your ear very carefully, very carefully. I'm very much of a happy puppy kind of person. I'm just like, “Yeah, let's do it. Let's change the world. Let's make it happen.” I have a lot of enthusiasm and energy and kind of that visionary habit–you see something and you want to make it happen. And it took me a long time to really learn how to vet the people that I was working with, or who I was throwing in with, because I assumed for a long time, in a very naive way, that everyone had the same values that I did around integrity and communication, and, you know, working together and making sure everybody wins. And it doesn't always work that day. Most people, most people, 99% of people on the planet are doing their best. But you know, problems and challenges that come up, don't always bring out the best in people. Sometimes it brings out the worst in people. And so learning how to create relationships over time and cultivate those relationships carefully has been a huge game changer in my world to keep things consistent and growing in the right direction.

And the other piece of the puzzle has been, you know, doing my own inner work. I'd say all the time that we were born with two voices: the voice you speak with and the voice that speaks to you. And working on the voice that speaks to me has made the biggest difference in anything that I've done as a leader, as a business owner, as a partner, a wife, a mom, you know, on any of that, to cultivate that inner world–and I could do many, many, many hours, and all the things that have happened there. But suffice to say it's been a journey.

That's a really great, that's a great realization. And yeah, I think it's, you know, time is your most precious commodity and where you spend it, you know, how you spend it, who you spend it with, are all kinds of things that are really going to influence your success and what you end up doing. Tell me a little bit about kind of why audio content? I mean, what's your kind of take on the world? You know, that we're in today? Why is audio content so powerful, so important? Why have you chosen to focus on it?

Well, going back to what I said a moment ago about our internet, our voices, it's something every human being on the planet is born with. And it's something that cannot be taken away. And speaking, as someone who has felt in the past that my voice was taken away and was suppressed, having that voice and having a place at the table to have that voice heard, is incredibly valuable. And so, everything that I have done, and what we do as a company with Twin Flames, is designed to give people a place at the table so that their voices are heard. And then it creates this incredible ripple effect that you know, podcasts and audiobooks are some of the lowest hanging fruit on the planet for people to start changing their lives.

If we can be a part of more leadership voices and more positive voices and more great information, reaching people all over the world, so that they can start to change their lives. That is a really powerful place to be. It is really about making the world a better place one kind of drip of audio at a time. And audio is very, very, very intimate compared to most other forms of media. It's single focus. Most people listen to audio right into their ear. So there is a neurological connection that's very powerful between, you know, the earbud I have in my ear, and the center of my brain, the amygdala, the hippocampus, all of those things. It's not just higher brain functions being impacted by the voice. And so there's an intimacy created in an impact that's really important. And storytelling, of course, is incredibly powerful worldwide. It's something that connects all of humanity. So when we bring all these factors together, neurological, you know, storytelling, how we're wired, the universal power of the human voice to create relationship–it's a very, very powerful medium. And it can be used in so many different ways and sliced and diced, and at the pace we're living at, you know, audio is the most portable form of media. You can listen when you can't read you can listen when you can't watch. So you know, it's never gone away. It's never going to go away. And all of those things together make it what I consider the perfect storm for perfect content.

Yeah, I was like that idea that audio content literally gets you in your prospect’s head.

Mm-hmm. Yeah, you got it.

So what are all the kinds of formats these days? I mean, we kind of went from you know, I date myself accidentally when I say I'm listening to a book on tape or something. 

I know, right? Me too.

It's morphed so many times, like what is your kind of how do you kind of lay out the scope or the types of audio content that that you have at your disposal these days?

Well, we usually start with a primary form of content, which is generally a podcast. Podcasting, of course, is something that is hot right now. I’m on one as we speak, and it provides a nice bulk of content to start with, and a framework to start with. So unlike a video, the average video watcher will watch two minutes, but the average podcast listener will listen for 40 minutes.

And it's actually much harder to create short form content than it is slightly longer form content. We have thoughts, you know, curating what we say, you know, the brevity or like cutting things down to its core is much more challenging than this kind of a conversational format. And so, it allows people to be very natural, and very expansive in what they're talking about to dig into nitty gritty and to know that the listener is still going to be interested more than two minutes in, so you're not trying to pack things in. So we start with a longer form 20-30 minute podcast, usually sometimes longer, sometimes shorter, but that's on average what it is. And that gives us a lovely bulk of content to work with.

From there, there's all different ways to slice and dice that type of content, repurpose it, reuse it. And the authenticity that comes through when you're using audio and using this type of format is really important to reach people on a deeper basis, rather than just an informational basis.

Yeah. And when you look at companies, what are I guess, what are some of the companies or situations that are best served with audio content? Like who can really benefit from this form of content?

Well, we love working with relationship-focused, service-based companies. People who, when they're working with their clients, they have long-term relationships with their clients. For example, companies, which seem very dry, but there's a lot of content available in the financial world, in insurance, for example, education of varying kinds, and even things like retail, retail conglomerates, and things like that, that are creating more experiences. Travel can be served in this way, as well, although it does, definitely does need to be paired with the visual aspect as well. But it can be really, really, really beautiful. You will see a lot of influencer podcasting, that's generally not our super cup of tea.

We do a lot of work in the leadership space, though, helping to humanize brands that are large, and give the brand an avatar because we don't really do business with faceless, nameless corporations. We want to do business with people. So being able to communicate brand values and culture and leadership and innovation through the avatar of a podcast host is extremely powerful. Another industry that benefits a lot from podcasting is healthcare. And all of these have constraints with compliance and communication and legal and all of that. But we're able to navigate all of those waters, as well.

Yeah, yeah. So what are some of the other challenges? If you are interested in developing audio content? Like what do you need to kind of consider or think about setup?

The lift is largely at the beginning when you're–well with any type of content, right, so you have to decide that has enough value that you're going to spend the brain capacity and the bandwidth and the time to work with a company like ours, so that we can help you shape that voice and shape the type of content that's really going to benefit you. So choosing that it's going to be a priority.

And then having deep, intimate communication and regular awesome content are things that you really want to do, you also need to decide in terms of you know–and we work with our companies on this–like who's going to be hosting, who's your avatar, who's your people or person that you're going to be featuring. And there's a lot of creative ways to work with that scenario, as well. Everything from solo hosts to two hosts to a panel discussion and everything in between. There's, there's a lot of different ways to manage those kinds of questions, particularly if there's multiple people inside of a company who want to be at the forefront being that avatar for the company, that's all completely manageable. 

Another thing the company really needs to decide is if their marketing department, and their team, how we're going to dovetail this with their other strategic initiatives. Podcasting should be one piece and audio should be a piece of a larger strategic picture for a company. It should never be a band-aid or just an outlier. It needs to be integrated because it is something that has high strategic value, and can augment or replace creating content in other areas like blog posts, social media post images, articles for industry publications, and even events and getting used in events in different ways. So, there's a lot of applications and being willing to dive into the strategy is super important.

And what goes into that strategy? What questions are you asking or what do companies need to think about, you know, in terms of understanding kind of the bigger picture strategy before they really get into, you know, executing a particular kind of audio content strategy?

Yeah, we like to get into working with their marketing team. and finding out what are their core values that they're looking to communicate. What is that mission? What is their vision for their company, and then building out kind of an avatar of their host, not of their audience, but of their host. You know, if you had to personify your company, who is kind of that person and that spokesperson to do that? That's certainly an area that we start with, we also need to look at, as I mentioned, their current strategic initiatives. What's already working for them in terms of their marketing? How can podcasting build upon that and make it even more robust? And what are their pain points that we can address that are challenging?

So one of the pain points we run into a lot with companies is just the generation of content to begin with, particularly from a very busy team. A larger company, you know, when you ask somebody to go and say, “Hey, would you write a blog post on this?” somebody who's a technician or a salesperson or whatever, they may not be a writer to do that. Using interview techniques, we can extract and pull really wonderful, real conversational information from team members that can be pulled into podcasting content, or then even turned into articles or ebooks or, you know, other types of content, as well. And the creation process becomes 100 times easier. And this is, of course, scalable for any size company to do that, whether we're working with a sales team, or we're working with, you know, a CPA firm.

Yeah. You mentioned a couple times the idea of leveraging the content, what are some ways that you can kind of use the, the initial content, leverage it in different ways? You know, repurpose it. What are some things that companies should be thinking about when they develop a kind of a content strategy, starting with audio content?

Sure, I'll kind of walk you through a whole process, potential process flow on that. So let's say your podcast gets made, and the audio content is going out to 20-30 different audio distribution platforms, everything from Spotify to Apple podcasts and whatnot. So it lives all out in the world of public podcasting. Well, then the full edited transcript of that podcast, along with an embedded player, which has a number of features on it that are really helpful for the listener, click to tweets, and custom captioned images are all embedded on the website, usually in the form of a blog post. So we have, first, fresh content that goes into your blog.

And secondly, this is all gorgeous for your search engine optimization. Google loves fresh, long form conversational content, because Google is moving towards AI for their search engine optimization. This longer form conversational podcast content is so helpful for SEO, particularly with all the bells and whistles to kind of go along with it. So, from there, you can take the we have always have a little summary at the top and we have our quotes that are pulled out. Those are repurposed into social media posts, usually either on say a company page on LinkedIn that are then shared with the employees, shared with the team so that then they all can share those posts as well.

We also pull out short clips, little highlights from the podcast and turn them into what are called audiograms, which are little shareable, closed-caption dynamic videos. Those are also shared on social media. And one of my other favorite places to use audiograms is to embed them in related blog posts on the site that aren't necessarily the podcast episode, but maybe related content. So then you are cross-pollinating your website content and also creating a more dynamic experience for somebody visiting your website, because now you've got this lovely little 30-second to one minute long video that's breaking up the content on a related post and maybe getting people interested in staying on your website longer. Yeah, so those are just a few of the things that you can do.

We even recommend that whoever is the guest on the podcast, or even the host, depending on the situation, repurpose the link to their podcast on the publication section of their LinkedIn profile. A lot of people only use articles or blog posts, but you can use your podcast interviews as part of your publications list. And that helps build out, of course, your LinkedIn presence. For those folks of us who are in the B2B world or in the, you know, the business world. It's really nice to have that additional fresh content on your LinkedIn profile to kind of keep you top of mind for people.

So those are just a couple. Those are just a couple elements. And the other big one we see a lot of is turning podcast content into industry publication articles. So basically having writers–either folks we've introduced you to, or folks on their team. One of our companies that we work with primary tax solutions, they're a specialty tax company, and they've now had six articles based on their podcasts–content produced and published in publications like Accounting Today.

Yeah, I love that idea is like you create one piece and then you can find lots of different ways. Oh, my goodness repurposing it makes it so much easier or just create so much more leverage in terms of the work you do. What are some of the challenges? Certainly, when I started podcasting, you know, it wasn't, there was some hesitation and trepidation about kind of really getting into this and putting myself out there like that. What do you do to help folks who, you know, are considering this, but they're not quite sure they have maybe some, you know, maybe a little bit of fear around some of this stuff. You know, creating this content, really putting it out there–what are ways in which you help them kind of evaluate and create an opportunity for them to really get into this space?

It really just, it lives in the world of conversation. So, Bruce, would it be accurate to say that, you know, one of your big considerations was time?

Oh, absolutely.

Yeah, yeah. And that's really the biggest thing we have to talk about is, where are your priorities, and where is your time going to be, because even if we're handling 90% of what has to go into the podcast production, we're still going to need, you know, some time for the marketing team and of course, the host and things like that to spend some time in that arena. So it just really has to be a priority, and they need to be well suited. So there's a lot of evaluation that goes on at the beginning, everything from talking about, like I said, the creation of kind of this avatar. We even use thought leadership archetypes that we have developed based on the 12 Jungian archetypes to help kind of shape the brand of the podcast in conjunction with the company's brand to make sure that there's this consistent voice.

So everything that we do really lives in relationship and inquiry and curiosity. And and then from there, the strategy, but we come at it–I would say that, you know, a lot of times I'm practicing my “Business Buddha” and that means I come from a place of non-attachment. It really has to be all about the clients and not about us and seeing what's going to be best. And sometimes it's not the best solution for that company, or it's not the right time. Sometimes it's the absolute perfect time, and the company is absolutely 100% ready to go. Sometimes there's a little bit of a delay until a few ducks get in a row and we say, “Hey, you know, you really should have X, Y, and Z handled before we start this process.” So it always has to be in the best interest of the company, so that we can get the best product, because, as you know, Bruce, podcasting isn't a one and done deal. It's a long tail game. Yeah, you know, so we got to have time.

Yeah, no, let's dig into that just a little bit. ‘Cause I find I see a lot of podcasts out there that get to like episode eight.

Yeah.

You know, big plans, big ideas, and then, you know, just, you know, a big initial push, but, they just kind of fade quickly. What are some things that can help you to prevent that or will help you, you know, kind of be in it for the long game?

Well, most of our companies, we recommend starting with a bi-weekly schedule, instead of a weekly schedule. You can always add episodes. You can always add frequency as you go. But bi-weekly gives enough frequency for folks to really get content out on a regular basis without it necessarily being an overwhelming time commitment. We also work to develop out the content calendar, and make sure that we've actually got, you know, 12 or 24 potential episodes kind of planned out. And then many times we're helping with, you know, getting the guests on. You know, let's look at your networking list. Who do you want to have on and how can we help you facilitate that communication, the guest preparation and making the actual recording process as easy as possible for folks? You know, you and I both use an interface that's very easy to get on. You're using was it Tricast here. Is that what we're both on?

Yeah.

So Tricast, Squadcast, Riverside FM–there's a bunch of them that really helped make the recording process very high quality and very easy, no matter who you are, where you are, as long as you've got a relatively decent internet connection. Yeah, and we help facilitate those with live direction, sometimes, helping people actually kind of feel comfortable, relax them. We do episode preparation sometimes and actually create the outlines for episodes for companies and working with their marketing team to make it easier for them to just have a nice flow of every episode. And of course, any kind of host or guest training when it comes down to the actual vocal or interview side of things. It's really a matter of finding out what are the needs, what are the desires, and creating the right solutions to fill it. There's no cookie cutter solution.

Yeah. And are most of your clients looking to develop leads for like a lead funnel or what are the outcomes that sort of the tangible business outcomes that you're typically focused on with clients?

The tangible outcomes that clients are usually looking to focus on are multifold. Podcasting of this particular kind is a beautiful combination of relationship marketing, influence marketing, and content marketing. So we're looking to have guests chosen strategically that are not necessarily leads for their company–there's a whole philosophy of podcasting that you interview people you want to have as clients. That's not really where we live. The companies that we work with are well-established. They're doing very, very well in their fields. And this is really a move from having a brand to becoming thought leaders in an industry. So it has more to do with influence and high quality content than it does with directly getting leads.

But that being said, it usually–well, actually, it always–it always ends up in developing leads, because collaborations come out of the guests that you have on the show, out of the visibility that you have, out of the elevation in the industry of now becoming a media presence, all of those things happen, and it is largely because podcasting opens doors when it comes to relationships. You know, our clients are always looking to have high quality guests on their show, and then following up with those guests afterwards to help deepen that relationship and develop collaboration inevitably adds leads to additional opportunities and more leads 100% of the time.

Yeah. And what recommendations do you have for folks in terms of kind of picking subjects, things that you're going to weave into your conversations, finding guests? I mean, how do you go from, “Hey, I want to start a podcast, I want to, you know, have these sort of business outcomes,” to actually getting things scheduled and figuring out what you're going to talk about?

Oh, okay, that's a big world. So let's break it down just into a couple of first steps. One is to look at your values. What do you want to be known for? You know, who are you in in the world? What does your company want to be known for? And what are your brand values, the pillars that you operate by that you want to make sure it get communicated out to an audience?

Then there's a little bit of a Venn diagram. You've got your brand values and your culture, and then you have what you're really good at, you know, what's your areas of focus, and you're going to overlap those two areas on each other. And then the third area that you're going to your trifecta, a little three circle Venn diagram is going to be how do you want to communicate it?

So when you're talking about podcasting, you have to have somebody on your team who's got a proclivity towards a microphone. In some way, shape or form, they have to have a desire for it. Because otherwise you're going to end up you know, like, like Ben Stein in Ferris Bueller's Day Off. “Bueller, Bueller? Bueller?” It's got to be dynamic, right? You somebody who is inclined. So that you know, so then you got your format of your show. So you've got those three pieces that you want overlap to find kind of your sweet spot in podcasting. And I will say, that's where you start. Podcasting is one of those things, just like I hate to say it, a website. That is, you're always evolving over time, and you're going to have seasons. You're going to have segments, you're going to evolve it over time. So you got to start with where you're most comfortable and most seasoned in your expertise, and then you're going to evolve and grow it from there.

Tina, this has been a pleasure if people want to find out more about you about the work that you do, what's the best way to get that information?

You can just hop over to twinflamesstudios.com and we are there. There's samples of our work. You can reach us there and we're happy to connect with you and explore, no matter where you're at in the process.

That's great. I will make sure that all the links are in the show notes here. Tina, this has been a pleasure. Thank you so much for taking the time today.

Thank you, Bruce.

Thank you for tuning in to today's episode. Be sure to subscribe using your favorite podcast app, so you don't miss our future episodes. See you next time.

About Scaling Up ServicesScaling Up Services is a podcast devoted to helping founders, partners, CEOs, key executives, and managers of service-based businesses scale their companies faster and with less drama. For more information and a list of recent episodes, please visit www.scalingupservices.com.

About Eckfeldt & AssociatesEckfeldt & Associates is a strategic coaching and advisory firm based in New York City and servicing growth companies around the world. Founded and led by Inc. 500 CEO Bruce Eckfeldt, E&A helps founders, CEOs, and leadership teams develop highly differentiated business strategies and create high-performance leadership teams who can execute with focus and rigor. Leveraging the Scaling Up, 3HAG, and Predictive Index toolsets, the firm has worked with a wide range of dynamic industries including technology, professional services, real estate, healthcare, pharmaceutical, and cannabis/hemp. For more information, please visit www.eckfeldt.com or email at info@eckfeldt.com.

Audiobook Publishing: How It’s Done And Why You Need It With Tina Dietz [Podcast]

Have you ever considered that your voice is an instrument and your thoughts and beliefs are the music you’re playing? If you want to learn how to “tune” your voice, take a listen to my guest appearance on the new episode of the More than a Few Words podcast, hosted by Lorraine Ball.(More Than a Few Words Podcast with Lorraine Ball, September 2021)

Recently, Tina joined Lorraine Ball on the More than a Few Words podcast to talk about how to use your voice to deepen your connection with others, enhance your credibility, and strengthen your leadership.

In this episode:

  • You'll discover the 5-7 different vocal qualities that are highly associated with credibility, trustworthiness, and perceptions of leadership
  • How these elements impact your career and income
  • Techniques to sound more professional, confident, and knowledgable 

Listen to the podcast here

Lorraine BallHave you ever thought about what an amazing instrument your voice is? How the tone, the pitch and the tempo of your speaking voice can change how people view you? Well, that's what we're going to talk about today. Okay, here's the show. Welcome to More Than a Few Words – a marketing conversation for business owners. MTFW is part of your digital toolbox and this is your host, Lorraine Ball. I grew up in New York. I have a slightly nasal New York accent. That's part of my voice. But over the years, I've certainly worked to try to moderate that. And it is important that you do, because you can create an impression with your voice. That's what we're going to talk about today. And I couldn't think of a better person to have this conversation with than Tina Dietz. Tina's an award-winning and internationally-acclaimed speaker, audiobook publisher, corporate podcast producer, and vocal leadership expert. She has been featured on media outlets, including ABC, INC.com, Huffington Post, and Forbes.Tina's first podcast, The StartSomething Show, was named by INC Magazine as one of the top 35 podcasts for entrepreneurs. Her company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. Tina, welcome to the show!

Tina DietzThanks, Lorraine. I really appreciate you having me on.

I am so excited to have you here, because this is something I've worked on a lot over the years and I think it's really important. But why don't we start with the question: What are the important qualities of someone's voice that makes them an effective leadership voice?

There’s about seven different qualities that are highly associated with someone's credibility, trustworthiness, and perception of leadership when it comes to vocal qualities. And the research around this is a little bit astounding. For example, Duke University did a study of almost 1000 CEOs, and found that on the topic of pitch alone, CEOs who had a lower pitch to their voice, had more tenure, commanded larger companies, had more perception of credibility and leadership, and made more money to the tune on average of an additional $180,000 per year. 

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

So that's really reassuring to someone like me, because as soon as you started talking about it, I heard the deeper bass tone, having come out of a corporate environment, lots of men, I'm like, “Of course that sounds better to their ears.” And that's something that's really hard for me to change. But I can work on the flow, the pacing, some of those other qualities that make me sound more confident.

Exactly. But you know, and the good news is, is that everybody's voice is like a fingerprint. It's unique to us. So if you have an unusual voice, it doesn't mean that you have to fit into a cookie-cutter situation to be unique. You just need to be more of yourself. And the more that you work your voice out like a muscle, like you would take care of your body—it's a very complex musculature in there and your lungs and your throat and your neck and your shoulders, your face, everything combined—you know this, this beautiful orchestra happening inside of your body to get your voice out into the world. If you pay attention to it and work it out, it'll do wonderful things for you.

As a business owner, I'm thinking, “Okay, I'm not going to be doing big presentations, I'm not going to be standing in front of a room of 100 people. Does my voice really matter?”

Yes, yes, it does. It absolutely does. Because business is all about relationships. And every relationship you form, whether it's with a prospective client, it's with colleagues, it's at a networking group, it's on a phone call, it doesn't matter, you bring your voice with you everywhere you go. And you owe it to yourself, and you owe it to the growth of your business, your company, to bring your voice with you and to have it be a representation of who you are as a leader, and who you are as a brand.

Do you think that you have a different voice when you're at home or at work? Is it one voice? Or does it change based on the situation? And those are obviously the two extremes, but does your voice change in different situations?

Yeah, yeah, I think it does. Because we have a range, right? Just like you have a vocal range low to high, we also have a range of expression. And sometimes the expression that you use in business is not necessarily going to be the same expression you use with your kids. 

That being said, I think most people draw two strong boundaries between what's in business, and what's really in your heart. And the more integrated we become from the inside and the outside, the more effective we become as leaders. So vocal leadership isn't really all about the external voice, it's about the dance between your internal voice and your external voice. It's analogous to a virtuoso musician. So, if you imagine your external voice is the instrument you're playing, and your internal voice—your thoughts, your beliefs, your message, all the things that make you who you are—that's the music that you're playing. So if you can learn how to create the arrangement of the music that you're playing, and pay attention to the external instrument, that's when you become a virtuoso.

Wow, I love the comparison between your voice and an instrument, because it really, to me, it makes a lot of sense. I can see that whole tuning and being pleasant to the ear. And even jazz sometimes is appealing to a certain audience. So I like that analogy, because it can be… your voice needs to fit the situation, it also needs to be kind of true to who you are. Are there things that we do with our voice that really work against us? That send the wrong message? 

We could do it pretty easily. There's two in particular that in a business setting, and we're talking specifically about leadership and credibility, that are credibility killers. One is vocal fry. Now, if you don't know what vocal fry is, you can think about the Kardashians. So it basically makes you sound uninterested. And you actually will hear a lot of this in advertising when they're advertising to millennials and younger. Generally, when they're advertising to Gen X and older, you won't hear near as much vocal fry as you would, because it's more typical to hear in the younger generations, and they don't react to it as much as older generations do. So I do think we'll see this changing, but it's at the end of the sentences and it gets dropped down really low. And in the research that's been done—Gonzaga University did a huge study on this—regardless of who was evaluating the interviewees, anyone who was being interviewed that used vocal fry in their voice across the board categorically—age, race, gender didn't matter—they were rated as less credible and less desirable, less trustworthy to take a job. So it's a huge thing in career development: don't have vocal fry in your voice. That's a really big one. 

And the other one that is similar—same thing, but different—is up talking the end of your sentences. And up talking the end of your sentences kind of makes you sound not credible, and then people think you don't know what you're doing, because your sentences sound like a question. A lot of times you can't hear it when you're doing it yourself, so you have to have other people listen to you. This happens a lot in networking situations when somebody is introducing themselves and they feel uncertain on the inside and that gets reflected to the outside. So a good thing to take note of.

Awesome. So as we're wrapping this up, I really want to encourage people to check out Twin Flames Studios—lots of S's in there for me to practice. But I really want to encourage people to check out all the wonderful information you've got to learn more about this subject, because I think being able to communicate and communicate with confidence is such an important first step for everyone and especially for business owners.

It sure is. We actually have a vocal leadership workout. If anyone is interested. And we don't have a landing page for it, but if you connect with me on LinkedIn, or through our website. We're happy to send you a copy.

Awesome. Well, we will make sure that we include all those links. Thank you so much for being a part of the show.

Thank you, Lorraine. This is wonderful. I appreciate you.

If you've enjoyed today's conversation and you'd like to find more resources for your business, be sure to check out the Digital Toolbox at DigitalToolbox.Club. Look for MTFW wherever you listen to podcasts. This is another episode of More Than a Few Words. Thanks for listening.

The Growing Appeal of Audiobooks with Tina Dietz [Podcast]

Did you know that the first audiobook was created in 1929? Today, audiobooks are a billion dollar per year industry in the US alone! If you want to discover more about the power of audiobooks, check out my guest appearance on the new episode of the VIP Access Podcast, hosted by Michelle Herschorn.(VIP Access Podcast with Michelle Herschorn, November 2021)

Tina had a fantastic conversation with Michelle Herschorn on the VIP Access podcast to talk about the power of audiobooks.

In this episode:

  • How the audiobooks’ industry has grown exponentially
  • Tips for authors who want to supercharge their book marketing
  • The ways audiobooks uniquely meet our intrinsic need for intimate connections through audio storytelling

Listen to their discussion here!

Melanie HerschornHi again. I'm Melanie Herschorn, the digital content creator and marketing strategist and coach for women business owners, and welcome back to another episode of VIP Access. VIP stands for Visibility, Impact, Profit, and this podcast will get you inspired and fired up about content creation and marketing yourself and your brand. Each week you'll get marketing and mindset strategies, actionable tips, and the motivation you need to land more clients, nurture your leads, and position yourself as an expert in your industry. We also go behind the scenes with powerful women in business to discuss strategies, messaging and more. My mission is to empower you to stop spinning your wheels and to make your mark with your marketing. Ready to wow your ideal client and create a community of raving fans? Let's dive into today's episode!

Hi, and welcome back to VIP Access. I'm Melanie Herschorn. Today, my guest is an award-winning and internationally-acclaimed speaker and audiobook publisher and corporate podcast producer and vocal leadership expert. Her name is Tina Dietz, and she has been featured on media outlets from ABC to Huffington Post to Forbes and more. Her first podcast The StartSomething Show was named by Inc. Magazine as one of the top 35 podcasts for entrepreneurs and Tina's company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. And you will hear from her mic how great she is with sound. So welcome, Tina. Thanks so much for being here.

Tina DietzThanks, Melody, I appreciate that.

I just, I have a background in radio, so when I hear a good mic, I get really excited. Totally geeking out on that.

We end up being like radio voice nerds and all of that. It's like, “Oh, listen to the sound quality.”

Love it. So okay, I don't even know where to start, because I'm just so excited to have you on today. Because not only are you a podcasting expert, but really audiobooks are so important. And I think that that's something that people who have written a book don't even necessarily think about, you know, in terms of a way to get more ears or eyes on their book, and to amplify their mission and their influence in the world. And so, I would love to know some statistics about audiobooks.

Oh, statistics about audiobooks? Well, it's a funny world. When I first started working with audiobooks, they'd been around since about 1930. This is not a new format.

You mean like book on tape, okay.

Book on tape. Before that, it was book on album, you know. Or I'll date myself and talk about, you know, when I was a little kid, we had those book and album combinations where it was, “When Tinker Bell rings her little bell, it's time to turn the page.” Or we used to get books on tape out of the library, which you can still do. Mostly they're CDs sometimes have these all in one little players, which are really interesting and cool. 

A lot of people don't know that the military uses a lot of those books. A lot of audiobooks are consumed by our servicemen and women overseas. It's one of the ways that they stay in touch and they don't have to use the internet. So audiobooks reach into some really remote places in the world. 

But what really happened, oh, let's go back about 10 years ago, audiobooks became truly digital. Audible, which is the largest audiobook distributor in the world–they handle about 60% of the market share worldwide–combined themselves with Amazon. For whatever you think about Amazon or your opinions about Amazon as a global company, one way or another, what they have done is made things more accessible for everyday people. And when everything went digital, audiobooks went digital, the cost of production for audiobooks dropped about 50%. That has continued to be the case. 

So when, back in 2009 or so and earlier, to get an audiobook produced you were talking about at least $10,000 minimum. Now an audiobook can still cost that much, if you get a lot of bells and whistles: you've got a full cast, you're recording in a New York studio, you got Tinkerbell in there full costume makeup, ringing bells. But that is generally not the case. Now you can get your audiobook fully produced by a company like ours, or another high quality studio, generally for $3,000-$5,000. And that's full production, author-narration, professional-narration, really high quality work. 

It can be done remotely without our having to go into a studio. And audiobooks, you mentioned statistics, audiobooks outsell eBooks about three to one. And they're a $1 billion plus industry just in the US alone. And there are new markets opening up overseas every single day with audiobooks, so it is a growing market. It's been double digit growth year on year for the last eight years. So it is crazy pants what is happening with audiobooks and it's just a really reliable, familiar way too to get books into more ears and reach more hearts with your message. And that's what we're out to do.

I love all of that. So I want to just break it down a little bit more. Let's say somebody wrote a book a couple years ago, they launched it, it didn't do great, because they didn't have the marketing in place. And now they're starting to work on the marketing, because I always say you wrote the book, it's still published, so let's keep going and try to get some excitement about it. 

Totally with you on that.

Can you also couple that with an audiobook and make that an exciting launch?

Why yes, Melanie, you can. I'll go into my commercial voice there. Yeah, no, it's a great application for an audiobook. We call it a “Second Chance Launch,” and it is something that happens frequently. As you know, in the book world, particularly with first books and authors, you get very excited. It's almost like having a child. You do all this stuff to get the book ready and to get it out there, and then by the time you get it out, you're exhausted. 

Right when you need to be at your best is when you want to be taking a break. The marketing falls down or the budget isn't there, or just the persistence and the will isn't there to keep going with that particular book, because it's taken everything you've got as an author just to get the book out on the market. Launching an audiobook six months, a year longer, two years, three years down the road, is a way to revitalize that title and get it back out there again. Some folks also do a second edition with their audiobook, but more than likely, if the material really is evergreen, like many of our authors it is, then just getting the audiobook out there is enough to revitalize and get things going again.

What if you hate the sound of your own voice? 

Ah, yeah, I hear that a lot. Even in a room full of speakers, if I'm on a stage and I survey a room, and I say, “Who here doesn't like the sound of their own voice?” about half the room, even in a room full of speakers and podcasters will still raise their hand. And if it's a roomful of executives or entrepreneurs, more in the general space, about 80% of people will raise their hand to say they don't like their voice. A very common thing. It's a very human thing. You have to get used to it. 

There's two pathways through that. One is to basically suck it up and get used to it. Seriously, that, that's kind of the way it works. And to rely on professionals like myself, like my team, who are going to be honest with you and say, “Really, your voice is going to be fine for this book. And this is how we're going to work with you on it.” Or we'll be honest with you and say, “You know what, your voice is great for a podcast. It's great for a keynote. But it's going to be challenging to listen to you for four or five, six hours straight. And here's why.” That really just depends on the voice. But a lot of times, it's for reasons you don't expect. People have unique voices. I have this wonderful colleague who is totally Jersey–totally New Jersey–she has the most amazing, gorgeous New Jersey accent. I've been trying to talk her into doing her audiobook. She's got a great podcast, and she's like, “No, no, no, I have to have a professional do it.” I said, “Don't you dare,” because her voice is part of her brand.

Exactly what I was gonna say. It's part of her brand. And so she's taking people away from her brand, if she doesn't own that. That's part of who she is.

That's part of her voice. And her articulation is great. She's fun to listen to. Her voice is musical. All the things that are engaging about a voice. She has her accent, which she worries about, is not going to be a problem. She's very engaging to listen to.

Now, this is something even though I've worked in radio, I've been trained how to have a radio voice so to speak. I worked in classical music, which is like, “And now we are going to play Bach” and like, you really have to be like “The Sonata in B Minor played by…

The Philharmonic Orchestra. We hope you enjoy it.

Yes, exactly! Exactly. And then the people are dozing off while listening, which is fine. And news, which is also a different way to talk. But when people are gonna stand there and talk for four hours, five hours, how do they keep up momentum?

Well, you don't talk for four or five hours. That's really the key. Even professional narrators don't tend to record for longer than two hours at a shot. It is vocal fatigue across the board. Even for our really, really experienced speakers, our speakers always come in and say, “Oh, no, I do 20, you know, gigs a week.” And you know, we work with great people who do amazing things out in the world, and then they get into the audiobook process, and afterwards are like, “Oh, that was different.” Not that it was bad, it gave them a whole new skill set, because we record our authors remotely from wherever they are in the world and we fully direct them through the entire process. 

Just as if you were to go into a New York studio and you were to have a director right there live in your ear, we are live in the ears of our authors, usually from their home office. So we're catching their mistakes, we're making sure that their energy is good, making sure that they're getting across the message and the intention that they want to get. 

When you're reading and delivering material at the same time, it's different than a rehearsed keynote, or even in the format where we are now, which is really casual. I'm not as worried about my articulation. I'm not delivering a particular set script. You know, when you're going through an audiobook, it's a certain type of breathing. It's much slower than most people are used to speaking at and it's usually a little bit more articulated. There's a couple of things that come into play and that's what we help with. But we work with authors, you know, if their energy level can't support speaking for two hours and getting a great performance, then we do it for one hour. We have another author, we're working on her second audiobook, Jennifer Brown, she's an amazing DEI consultant. She has opera training, and tons of vocal training, and she has vocal stamina like crazy, so she can go for three or four hours. But she is an outlier, so it works across the board.

I mean, I can only imagine how exhausting that would be. You're not just talking, you're “on.” I'm one of those people that after a full day of work, I need to just shut down and have complete silence. Because when you're “on,” it just takes so much out of you. Do you find that people falter in the middle? And you're just like, “Okay, we'll come back to this tomorrow.”

It depends on the day that they're having. We do a lot of prep work with folks. We have a whole document we deliver to help people understand the mindset, to prepare to do their audiobook, and that can move into the rest of their lives as well. You know, when any of us who have been in business for a while, as you're developing your leadership, you know, you have to maintain your energy management and your energy hygiene, I'll even call it. And that has to do with you know, introversion/extroversion. Do you need to be around people? Do you need to shut down, as you mentioned? I need to go out tonight and go to an open mic comedy night to recharge myself. I'm an extrovert. That's going to charge me up. That would be a nightmare for you, probably at the end of a long workday, if you needed to recharge your energy after so many things coming at you.

Not necessarily. I'm one of those people, I could just have like five minutes, put on more makeup, and go out and feel totally returned.

We'll have to keep that in mind when we meet in person.

Oh, I can't wait for that!

But the point is that, you know, you have to manage your energy. And that's a big part of what our directors and what we listen for, watch for, and talk with our authors about because it's a very personal journey.

For me, I, even though I've worked in radio, as I said, I am a visual learner. I think it's two-thirds of the population are visual learners. But audiobooks, they don't really go against that, I find. Like I can listen to a book on a long drive and take it in, take all of it in. And so do you find that there's ever any pushback about people who are like, “Well, I'm a visual learner, so I don't need an audiobook?”

It's an interesting world, because we're so wired for storytelling. It comes into a different part of the brain entirely, so the best thing about an audiobook is the intimacy that it creates between the narrator and the listener. And there's a neurological connection, even when you're in the car. Actually, 80% of audiobooks are listened to through earbuds. That's what the research says. 

You know, we're not in our cars quite as much as we used to be on long commutes, especially in the last two years. But at the same time, even if you are listening through, you know, your car speakers, or your earbuds, which are going to be the two most common areas, there's a relationship that forms you know? You almost find yourself or maybe you do find yourself, responding in the case of fiction, a character, just like you're watching TV, and you want to say, “Don't open the door!” Or if you're listening to a book on personal development or leadership development, you may find yourself pausing just to have a conversation with yourself about, “Do I really believe that? I think they are full of crap. I don't know about that.” Or, “Oh, I never thought of that!” And you kind of have to process through it. Because it is, to one extent or another, a conversation, just based on the way that we're wired neurologically. So it is an intimate experience. And that's why the quality of narration is so very important. That is what sells audiobooks. It's the quality of narration.

Okay, I love that we got to that point because it is true. It's like, if you have grainy video or pretty terrible photos that's not going to excite your audience and grow your audience, but you need to have quality sound. And what people might not realize is you can hear lights. You can hear a dog barking in the distance, and that ambient sound can throw off so much other than just the sound of your own voice reading your book. So how do you account for that in somebody's house, if they don't have their own studio?

Well, I’ll tell you a little secret: about 85% of our authors record from a walk-in closet. And this is a very common thing, even in the professional narration world. It's very cozy. The atmosphere of a walk-in closet with the clothing around you very specifically buffers the sound. And usually there's a spot where you can set up a little portable desk, or a table and a chair and your microphone and record your audiobook with a director in your ear taking care of the recording for you. And that's where a lot of voice acting happens is in those small spaces. You absolutely can create things on your desk, as well. The other thing we recommend a lot that's a really easy setup for people is to take a plastic storage box, the kind that you would put a bunch of, you know, Christmas decorations and things like that. The Rubbermaid, Sterilite kind of containers, you'd get.

A giant Tupperware 

A giant Tupperware container and then you take a piece of foam that you would put on top of a bed. Bed topper. Get it at Walmart or Target for $20, put it on the inside, stand it on end, and toss your microphone in it, and then you've basically got a little portable sound booth. I actually had one of those when I was living in Costa Rica that I did some professional voice acting from and the sound quality–it was great.

That's amazing. Yeah, and you got to live in Costa Rica, which is even more amazing.

It's a whole other story.

That's great. Okay, so I love how you're bringing this to more people. You know, where I sit as somebody who's currently working on writing a book and I work with authors, sometimes we feel like audiobooks are a little bit out of reach. You figure out whether you're going to be self-publishing, working with a hybrid publisher, or going the traditional publishing route, and then you're so focused on the launch, and “Am I going to be an Amazon bestseller? I don't know” and all that stuff. And then you're like, “Okay, well, now nobody knows about it. So I need to do the marketing. But wouldn't it be great if people could listen in their AirPods to me?” It almost feels like it's, it's just high up on this pedestal that we can't reach. So I love that you're bringing it to more people. So what you're saying is, pretty much everybody should do this.

I think if it's something that you can carve out, the budget for and the time for in the great scheme of things and also survey your audience. Do they listen to audiobooks? A lot of our authors come to us because they launched their book and the number one question they got was, “When are you doing the audiobook?” I hear this over and over again. We have lots of conversations with authors every single week, and it's either, “My publisher said I needed one,” “I have to have one because I love audiobooks,” or “I've launched my book and everyone's asking me for the audiobook. How quickly can we get it done?” So those are the things that we hear on a daily basis from authors, which is good news for everybody.

That's great. So how long does it take from start to finish? Because I've heard there are delays and it can be like a really long time before Audible says, “Okay, here you go.”

Audible, particularly on the self-publishing side of Audible, there can be glitches. There can be some issues. We produce a very pristine level. We do not get rejected by Audible. We [have] t's crossed, i's dotted. But there's very, very specific technical specs that your audio files have to meet for Audible. It is not like podcasting. It is not like doing any other kind of audio. The audio that I'm recording right now for this podcast would definitely not meet Audible standards. There would be background noise, there would be a noise floor issue, all kinds of stuff. And even the, the amount of space at the beginning and the end of the file and what's included–so many technical details. But we do this every day. We meet all those technical standards, so our books go through in generally about 10-15 business days through their system, which is average. It can take up to 30 business days to make it through Audible's system, if there's no mistakes in your files. So what happens is if there are mistakes in your files it gets bounced back to you. They'll tell you what the issues are, you have to fix it, and then you got to start back at the beginning of the queue again. And that's usually where the problems come into play because somebody has worked with someone that tried to do it themselves, or they worked with someone who isn't highly experienced. The author can't tell. They can't test it. They don't have the, the technical skills to do that, and then it becomes a problem. That's where people run into the most issues. And they come to us and say, “Can you fix these files?”

“Help us!” I get that. Now, is there ever a book that doesn't make sense to become an audiobook?

There's some that do better than others. Books that tend to be at least 35,000 words tend to do better in audio. Most audio platforms like Audible, our audiobooks are sold on a membership basis. So longer books have a higher perceived value, because you get a credit every month and you can buy any audiobook. Are you going to look for an audio book that's eight hours long, or two hours long? So there becomes a perceived value issue.

Okay.

Also, audiobook pricing is different than other book pricing. Audiobooks are priced on length, which irritates a lot of authors, and I completely understand that it is an issue in the industry. Having a book that's a little bit longer–30-35,000 words, at least–gets your pricing up into a range that you're going to be much happier with. That's one issue. Another one is books that are highly technical, highly visual. They're going to need an audio edit to make an audio version of and when we evaluate books, we go over that if there tends to be more of a technical guide. 

Cookbooks and poetry–it really just depends on the market that you're in. We don't work with fiction. We are a nonfiction house, but we do often get people asking us for poetry. And we don't tend to work with those because you're better off working and getting that done kind of on your own in terms of price points, and things like that, because those poetry books are shorter books. And I almost think that you're better off releasing those as an album, like almost as music, so that you can control the pricing more, rather than as an audiobook. And that's not something a lot of people think of. Go get it audio designed and really make that book juicy and worth your while to do if you're working with poetry. But technical guides, cookbooks are another one that require some changes if you're going to do an audio version. And that's more from an accessibility standpoint. Most cookbooks are not going to be listened to as a traditional audiobook, but if you're looking to reach an audience of say, folks who have visual impairment, then that's another animal. So accessibility is a whole other part of the audio industry.

There is so much that we have unpacked today. And I feel like we just scratched the surface, truly.

It’s true.

But I love that when I asked you about statistics, you rattled off a number of them. So I really appreciate that. Because so often we hear about things and it's like, “Oh, is this the next shiny object that I need to go after?” And, you know, as entrepreneurs, as authors, it's often like, “Well, what if I don't get it? If I don't do this, as I going to miss out?” And so this really sounds like something that is worth investing in because of just the sheer number of people that you can reach in a way that is going to help them better because maybe they really want to read your book, but they just don't have time to sit and read their Kindle app, or they just don't have time to sit and leaf through the pages.

Now well, and the one beautiful thing I'll tell you is that a lot of times what happens with audiobooks, particularly in nonfiction, people get a nice case of “mightas-well-itis.” They'll get the audiobook to listen to so they can make it through the material and then they'll buy the paperback, so that they can go back and make notes and the salient points. We've had it happen all the time. So, many times if you are selling your audiobook and then giving away a Kindle version that can be annotated for free, it's nice to bundle those together. Or you'll see an uptick in your paperback or hardcover sales when you release your audiobook because people are buying both versions. There's all kinds of things on the marketing side of things we don't have time to get into today. But maybe another time. There's there's lots of cool stuff.

I love it. Alright, so how can people find out more about you and Twin Flames Studios? 

Oh, you can check out our audiobook library, our kind of gallery of information. Find out more and reach out to us at TwinFlamesStudios.com.

I love how you articulated that.  

I gotta have all the S's in that url.

TwinFlamesStudios.com.

That's a tongue twister in and of itself.

But a worthwhile one. Well, Tina, thank you so much for being here today. 

No, thank you, Melanie. This is great. I really appreciate it!

You've written a book. Now what? If you're ready to implement a simple content marketing strategy to create buzz around your book and your brand, schedule your free Sparkles and Strategy Call with me, Melanie Herschorn. Thank you so much for listening to this episode of VIP Access. We can't let the fun end here. To find out how engaging your content is, take the content quiz at MyContentQuiz.com. Plus, you're invited to join our private Facebook group at VIPDigital.live/community where you'll get live trainings and other great tips all about digital marketing. And if you've enjoyed listening to this podcast, head over to iTunes and leave me a rating and review. This tells iTunes that you found the show helpful and they'll share it with more women business owners just like you. Thank you so much for listening.

Your Voice is Your Instrument with Tina Dietz [Podcast]

Have you ever considered that your voice is an instrument and your thoughts and beliefs are the music you’re playing? If you want to learn how to “tune” your voice, take a listen to my guest appearance on the new episode of the More than a Few Words podcast, hosted by Lorraine Ball.(More Than a Few Words Podcast with Lorraine Ball, September 2021)

Recently, Tina joined Lorraine Ball on the More than a Few Words podcast to talk about how to use your voice to deepen your connection with others, enhance your credibility, and strengthen your leadership.

In this episode:

  • You'll discover the 5-7 different vocal qualities that are highly associated with credibility, trustworthiness, and perceptions of leadership
  • How these elements impact your career and income
  • Techniques to sound more professional, confident, and knowledgable 

Listen to the podcast here

Lorraine BallHave you ever thought about what an amazing instrument your voice is? How the tone, the pitch and the tempo of your speaking voice can change how people view you? Well, that's what we're going to talk about today. Okay, here's the show. Welcome to More Than a Few Words – a marketing conversation for business owners. MTFW is part of your digital toolbox and this is your host, Lorraine Ball. I grew up in New York. I have a slightly nasal New York accent. That's part of my voice. But over the years, I've certainly worked to try to moderate that. And it is important that you do, because you can create an impression with your voice. That's what we're going to talk about today. And I couldn't think of a better person to have this conversation with than Tina Dietz. Tina's an award-winning and internationally-acclaimed speaker, audiobook publisher, corporate podcast producer, and vocal leadership expert. She has been featured on media outlets, including ABC, INC.com, Huffington Post, and Forbes.Tina's first podcast, The StartSomething Show, was named by INC Magazine as one of the top 35 podcasts for entrepreneurs. Her company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. Tina, welcome to the show!

Tina DietzThanks, Lorraine. I really appreciate you having me on.

I am so excited to have you here, because this is something I've worked on a lot over the years and I think it's really important. But why don't we start with the question: What are the important qualities of someone's voice that makes them an effective leadership voice?

There’s about seven different qualities that are highly associated with someone's credibility, trustworthiness, and perception of leadership when it comes to vocal qualities. And the research around this is a little bit astounding. For example, Duke University did a study of almost 1000 CEOs, and found that on the topic of pitch alone, CEOs who had a lower pitch to their voice, had more tenure, commanded larger companies, had more perception of credibility and leadership, and made more money to the tune on average of an additional $180,000 per year. 

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

So that's really reassuring to someone like me, because as soon as you started talking about it, I heard the deeper bass tone, having come out of a corporate environment, lots of men, I'm like, “Of course that sounds better to their ears.” And that's something that's really hard for me to change. But I can work on the flow, the pacing, some of those other qualities that make me sound more confident.

Exactly. But you know, and the good news is, is that everybody's voice is like a fingerprint. It's unique to us. So if you have an unusual voice, it doesn't mean that you have to fit into a cookie-cutter situation to be unique. You just need to be more of yourself. And the more that you work your voice out like a muscle, like you would take care of your body—it's a very complex musculature in there and your lungs and your throat and your neck and your shoulders, your face, everything combined—you know this, this beautiful orchestra happening inside of your body to get your voice out into the world. If you pay attention to it and work it out, it'll do wonderful things for you.

As a business owner, I'm thinking, “Okay, I'm not going to be doing big presentations, I'm not going to be standing in front of a room of 100 people. Does my voice really matter?”

Yes, yes, it does. It absolutely does. Because business is all about relationships. And every relationship you form, whether it's with a prospective client, it's with colleagues, it's at a networking group, it's on a phone call, it doesn't matter, you bring your voice with you everywhere you go. And you owe it to yourself, and you owe it to the growth of your business, your company, to bring your voice with you and to have it be a representation of who you are as a leader, and who you are as a brand.

Do you think that you have a different voice when you're at home or at work? Is it one voice? Or does it change based on the situation? And those are obviously the two extremes, but does your voice change in different situations?

Yeah, yeah, I think it does. Because we have a range, right? Just like you have a vocal range low to high, we also have a range of expression. And sometimes the expression that you use in business is not necessarily going to be the same expression you use with your kids. 

That being said, I think most people draw two strong boundaries between what's in business, and what's really in your heart. And the more integrated we become from the inside and the outside, the more effective we become as leaders. So vocal leadership isn't really all about the external voice, it's about the dance between your internal voice and your external voice. It's analogous to a virtuoso musician. So, if you imagine your external voice is the instrument you're playing, and your internal voice—your thoughts, your beliefs, your message, all the things that make you who you are—that's the music that you're playing. So if you can learn how to create the arrangement of the music that you're playing, and pay attention to the external instrument, that's when you become a virtuoso.

Wow, I love the comparison between your voice and an instrument, because it really, to me, it makes a lot of sense. I can see that whole tuning and being pleasant to the ear. And even jazz sometimes is appealing to a certain audience. So I like that analogy, because it can be… your voice needs to fit the situation, it also needs to be kind of true to who you are. Are there things that we do with our voice that really work against us? That send the wrong message? 

We could do it pretty easily. There's two in particular that in a business setting, and we're talking specifically about leadership and credibility, that are credibility killers. One is vocal fry. Now, if you don't know what vocal fry is, you can think about the Kardashians. So it basically makes you sound uninterested. And you actually will hear a lot of this in advertising when they're advertising to millennials and younger. Generally, when they're advertising to Gen X and older, you won't hear near as much vocal fry as you would, because it's more typical to hear in the younger generations, and they don't react to it as much as older generations do. So I do think we'll see this changing, but it's at the end of the sentences and it gets dropped down really low. And in the research that's been done—Gonzaga University did a huge study on this—regardless of who was evaluating the interviewees, anyone who was being interviewed that used vocal fry in their voice across the board categorically—age, race, gender didn't matter—they were rated as less credible and less desirable, less trustworthy to take a job. So it's a huge thing in career development: don't have vocal fry in your voice. That's a really big one. 

And the other one that is similar—same thing, but different—is up talking the end of your sentences. And up talking the end of your sentences kind of makes you sound not credible, and then people think you don't know what you're doing, because your sentences sound like a question. A lot of times you can't hear it when you're doing it yourself, so you have to have other people listen to you. This happens a lot in networking situations when somebody is introducing themselves and they feel uncertain on the inside and that gets reflected to the outside. So a good thing to take note of.

Awesome. So as we're wrapping this up, I really want to encourage people to check out Twin Flames Studios—lots of S's in there for me to practice. But I really want to encourage people to check out all the wonderful information you've got to learn more about this subject, because I think being able to communicate and communicate with confidence is such an important first step for everyone and especially for business owners.

It sure is. We actually have a vocal leadership workout. If anyone is interested. And we don't have a landing page for it, but if you connect with me on LinkedIn, or through our website. We're happy to send you a copy.

Awesome. Well, we will make sure that we include all those links. Thank you so much for being a part of the show.

Thank you, Lorraine. This is wonderful. I appreciate you.

If you've enjoyed today's conversation and you'd like to find more resources for your business, be sure to check out the Digital Toolbox at DigitalToolbox.Club. Look for MTFW wherever you listen to podcasts. This is another episode of More Than a Few Words. Thanks for listening.

Everything You Need to Know Before Investing in an Audiobook [Podcast]

​Not sure if ​an audiobook is the right investment for you and your brand? Listen to my ​guest appearance on The Book Marketing Action Podcast with Becky Robinson and learn more!

Tina talks to Becky Robinson about the benefits and process of investing in an audiobook.

In this episode:

  • If Tina’s noticed a trend of people buying audiobooks vs. other formats
  • Reasons an author would consider investing in an audiobook
  • Why an author might choose to narrate their own book (author narrated vs. professionally narrated)
  • The best time for an author to release their audiobook
  • What the process looks like and the average length of an audiobook
  • The range of investment that an author should expect if they want to create an audiobook

Listen to the podcast here:

Welcome to Season 2 of The Book Marketing Action Podcast with Becky Robinson, where we give you information that you can immediately implement to increase your influence and market your books more successfully. In this episode, we are joined by Tina Dietz—CEO and co-founder of Twin Flames Studios, award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and influence marketing expert.

ABOUT TINA

Becky: I am so thrilled today to be interviewing Tina Dietz. Tina is a friend I made, actually, as a result of this podcast. A previous guest, Jenn T. Grace, introduced us, and I’m so glad she did, because I’ve already learned so much from you, Tina. So before we dive in, I hope you’ll take a moment and tell our listeners about your work in the world.

Tina: Well, my company Twin Flames Studios focuses on getting more great voices out to the world. So really the mission behind the company is that audiobooks and podcasts are some of the lowest hanging fruit for people to start to change their lives. So particularly with audiobooks, and certainly with podcasts, they tend to be low cost or free. They’re available in multiple countries, a lot of them can be in multiple languages, and their stories are what keep us all connected as human beings. So the more that we can help leaders, subject matter experts, and people who have lived extraordinary lives in the nonfiction space, which is our specialty, tell their stories and get it out to the world, the more we can make a difference and leave our own legacy, as well as help with the legacies of all these authors that we work with. So what we’re talking about today is mostly our audiobook division, which is strictly nonfiction audiobooks. And we do full, done-for-you production, publishing, and distribution, both for professional narration as well as author narration, which is something we’re known for.

HAVE YOU NOTICED A TREND OF PEOPLE BUYING AUDIOBOOKS VS. OTHER FORMATS?

Becky: Tina, that’s really intriguing and I look forward to hearing more about that author voice narration. But let’s talk for a moment, first, about audiobooks as a genre. I’m curious to see what you’ve noticed about the trend of people buying audiobooks rather than other formats.

Tina: It’s been an interesting art because audiobooks are certainly not new. The first audiobook was produced during the Great Depression, and I believe it was a Christmas story. They’ve always been around. Those of us who are a little bit older will remember books on tape and getting them out at the library, things like that. But up until the shift in the market about six, eight years ago, where audiobooks became digital, the production of audiobooks was generally relegated to traditional publishing. It was very expensive to do and very expensive to distribute, because everything was in a hardcopy, and first on tape, well, first an album, then on tape, and God forbid, on 8-track, and then ultimately on CDs. So when everything went digital, and Amazon and Audible became the same company, when voice acting and narrators became available more online, we had the rise of the gig economy, all of these things kind of created a perfect storm for the rise and the renaissance of the audiobook. So audiobooks have risen in sales year upon year, in double digits for the last eight years. And some of those years, it’s been a 20% to even 25% rise in the sales of audiobooks. So it’s a billion dollar industry in the US alone, and the accessibility of it is largely what makes them so so so popular.

WHAT ARE SOME REASONS AN AUTHOR WOULD CONSIDER INVESTING IN AN AUDIOBOOK?

Becky: Well, as the wife of a man who only consumes books via audio, I know that there are many people who really are drawn in a big way to that ease of being able to listen while you drive, or listen while you get something else done. And I think in a way, you already answered this question, Tina, but I’m gonna ask it anyway. What are some reasons an author would consider investing in an audiobook?

Tina: Well, you definitely have to look at what your purpose is, and I’m really glad you asked this question. So on the nonfiction side of the equation—fiction is going to have a different answer, and I can touch on it if you’d like—but on the nonfiction side of things, an author wants to look at doing an audiobook to access a wider audience, first of all. A lot of executives, C-suite folks, people who are decision makers or at high levels in their career, often listen to audio, or listen to audio and buy a copy of the book so that they can switch formats because they can multitask, and also because audiobooks you can listen to at faster speeds. So I know lots of people, including myself, who might put an audiobook up to one and a half time speed, in order to be able to consume the information and get what they need, and then maybe have a hard copy of the book to reference back or make notes in as they go, using it as a learning tool. And they use it to keep your brain juicy as you go. So having an audiobook does open up those markets. An audiobook is also a marketing tool and it is an evergreen marketing tool, just like your book is. So using snippets of your book, in audiograms, in book trailers, in different parts of your material, or even potentially as material to create a course or modules in the backend membership site that you might have, you can use your audiobook in all of these different ways as an asset, not just distributed on Audible.

WHY MIGHT AN AUTHOR CHOOSE TO NARRATE THEIR OWN BOOK?

Becky: So Tina, this might be a good time to talk about this idea of an author narrated audiobook. Why might an author choose to narrate their own book?

Tina: Well, speaking as an entrepreneur myself, I would say that we all have egos, so that’s really the first truth. You have to know that it feels, if you’ve gone through all of the process of writing a book that is part of your soul on paper, and it is in your voice and of course, you want to have the experience. And I hear this all the time, “I’m the only person that could narrate this book.” Now, that’s not actually true, but an author may actually feel very strongly about that. We should probably also, if we have time, talk about why an author wouldn’t narrate their own book, because most of our authors come to us assuming that they are going to narrate their own book. But for those who do want to have that, if you are going after speaking gigs, if you want to have your voice known in a particular industry, or if your voice is already highly associated with your work, you have a popular podcast, you’re a TED speaker, so on and so forth, there may be some congruency to having your voice on the book. At least in part, not every author narrates their entire audio book, sometimes we do what I lovingly call a Tony Robbins sandwich, which is a hybrid version of the book where the author introduces the material, does the introduction or the first chapter, and then kind of hands it off to a professional narrator who shares similar vocal qualities as the author, and certainly has similar energy as the author, and then the author comes back at the end of the book to wrap things up. Sometimes there’s a happy middle ground between the two, given how busy most of our authors are.

WHAT ARE OTHER REASONS AN AUTHOR MAY NOT CHOOSE TO NARRATE THEIR OWN AUDIOBOOK?

Becky: Well, that’s an amazing idea. And so in addition to being maybe too busy to narrate your own audiobook, Tina, what are some other reasons an author may not choose to narrate their own audiobook?

Tina: Well, not every expert has, first of all, a great voice. Not every expert has the desire to do it. That has a lot to do with it, because it feels like a slog behind the microphone. Because narrating an audiobook is no joke. It takes time. It takes discipline. We fully produce and direct our authors through the process. We remote into their home offices, make sure that we get great sound quality, all kinds of great stuff to support them. But ultimately, if you aren’t feeling it, you’re not going to have a good audiobook. And so not everybody is a verbal communicator. They might be really strong in writing, but not really enjoy a lot of speaking, particularly in long form narration like an audiobook requires. So there’s a really important cocktail of desire, skill, experience, and time that go into whether we determine it’s a best path forward for an author to have their own voice on the book, versus a professional narrator on the book. And not for nothing, but some authors may actually have either physical or other issues happening, that it’s not a good fit for them, depending on what they have going on in their lives or their abilities.

WHEN IS THE BEST TIME FOR AN AUTHOR TO RELEASE THEIR AUDIOBOOK?

Becky: That’s really helpful. So when do you find is the best time for an author to release their audiobook?

Tina: We tend to have authors come to us in one of two areas, or one or two timeframes, I should say. One is that they’re getting ready to launch a new book. And if it’s an author narrated book and they’re planning on doing preorders for their book, there are some technical caveats to when you can actually get your audiobook launched, particularly on Audible. Audible is the 500 pound gorilla in the room when it comes to audiobook distribution. They do own about 60% of the market share in audiobook sales. So not being on Audible is going to be a problem for you if you’re not there. So they have some rules about when you can get your audiobook out. But generally we can get pretty close, with an author narrated audiobook, to your launch date. And that’s kind of one scenario, you’re launching a new book and you end up putting the audiobook out, either at the same time as the other versions of it, or it’s a staggered launch anytime generally, within the first six months of the launch, there’s a lot of advantages to doing it that way, because it extends the life of the launch and you can get the same audience excited about a new format, or reach people that you haven’t reached before. So it’s a nice marketing technique to stagger your audiobook launch after the hardcover or ebook versions of the book that might come out first. 

The other version of audiobook launches comes into play when we have a book that could use a second life. Many authors come to us and they say, “I wish I could relaunch my book, knowing what I know now.” They may have had a difficult relationship with their original publisher, or they didn’t have the chops that they have now in marketing. So an audiobook is a way to give your book a second chance, and basically have a second launch, and that’s really valuable as well. Some folks even want to do a second edition of their book or add new material to it, so that comes into play as well.

Becky: That’s all really great advice and aligns to what I’ve coached authors to do. So I’m glad that we’re on the same page. It’s encouraging to hear. 

WHAT DOES THE PROCESS LOOK LIKE?

Becky: Tina, I’d love for you to explain to our listeners about the steps that you take, as you coach authors through this process. Obviously, you mentioned that it’s done for you. So you’re creating the audiobook for and with them. Tell me about those steps and about the timelines, so that if our listeners are considering investing in an audiobook, they know what to expect.

Tina: Yeah, let me talk about timelines first. So generally, we’re looking at about 90 days in either case, whether it’s author narrated, or professionally narrated. Some of this highly depends on the availability of the author, certainly in the case of the author narrated, but also in the case of professionally narrated, because there are key times that the author is needed to make choices. So for example, in the professionally narrated case, we have an audition process that is very robust, and we get about 150 auditions, per book, on average. We curate all of those auditions, first for sound and goodness of fit, and also the energy. Can we actually believe that this narrator is delivering this material? All of that gets done on the first round.

The second round is professional vetting. Can they meet the timeline? Can they meet the budget? How are they to work with? So we do all of that, before we present our authors with a list. Generally, we have about eight to twelve choices of our top picks, with their auditions in our notes on why we think they’re great. But we need the author to have a little time to listen through those things, and make a choice. So depending on how busy the author is, we can throw timelines off based on how much time they take, or God forbid, if they decide to make decisions by committee, which could happen. But the author is one of the couple of key things that we do that are important, because the author has creative choices, we’re not taking over the process like a traditional publisher would. We also don’t take any rights or royalties. So we keep our authors involved in the creative process, one way or another. 

So in the case of professional narration, once we have a narrator selected, and we’ve produced kind of the first 15 minutes or so with the book, and everybody’s on board with the tone and the pacing, the characterization that the narrator is using, the process goes quite quickly. And we, of course, handle all of this, not just the narration and the direction, but the proofing, the editing, the mastering, and after the author has had a chance to sign off on everything and it’s all good to go, it goes into a quality control process. Quality control on Audible can take up to 30 business days, so that’s all part of that 90 day period that I’m talking about. 

Similarly, on the author narrated side of things, I mentioned before we do sound checks, we do all of that. And then it’s a matter of scheduling the recording times, and you cannot bang out an audio book in a day. Most professional narrators don’t record for longer than two to three hours a day. So a non professional—like even a professional speaker—very, very rarely do we run into authors who can narrate for longer than two hours at a time. More likely it’s 90 minutes without losing gas, without their energy dropping into their feet, and that’s okay. But you do have to account for that in the schedule.

WHAT IS THE AVERAGE LENGTH OF AN AUDIOBOOK?

Becky: What would be the average length of an audiobook, in this nonfiction kind of thought leadership experts space?

Tina: A lot of our books are right around the 30,000 to 50,000 word mark. When you get into really short books, 20,000 words or less, they don’t tend to do as well in sales for audiobooks. There are some exceptions, of course, simply because audiobooks are generally sold on a membership basis. So when you are an audiobook member of Audible, and you have a credit that you can use on an audiobook that is an hour and a half or two hours long, versus eight or 10 hours long, the perceived value is higher on the longer book. Now, that’s not to say that you shouldn’t do an audiobook version of a shorter book, but we might tweak the distribution strategy, and talk with you further about how that audio is going to be used to the best advantage.

Becky: Wow, I am learning so much today! I am sure our listeners are as well. 

WHAT’S THE RANGE OF INVESTMENT THAT AN AUTHOR SHOULD EXPECT IF THEY WANT TO CREATE AN AUDIOBOOK? 

Becky: So my final question as it relates to audiobooks, Tina, is what’s the range of investment that an author should expect if they want to create an audiobook with the type of support that your organization provides?

Tina: Sure, absolutely. I think that for most books, on average, we look at somewhere in the $3,000 to $5,000 range. Sometimes less for shorter books. Sometimes more if somebody wants multiple narrators and they want music added. We’ve had a few specialty books that we’ve done that have even incorporated the audio from video clips and things like that, that have happened from major events, and whatnot. The average kind of cost of an audiobook with everything included, including the distribution, is definitely going to be in that three to five range.

Becky: I appreciate that transparency, because I think it really sets people up to consider whether this is an investment that they’re prepared to make. 

ACTION STEPS

Becky: So, Tina, our listeners are used to us always giving them action steps at the end of every podcast, because this is the book marketing action podcast. I know you have a couple of action steps that you’d like people to take today. 

Tina: Oh, yeah, for sure.

  1. Read your book out loud. The first thing is, have you ever read your book out loud? Take a couple of chapters of your book and just try reading it out loud. See how it feels. See how you like the material. Most of our authors, when they read their book out loud, which we have them do before they step into any kind of recording situation, they have a series of reactions to their own work. We all do. You also have a series of reactions to the sound of your own voice, and that’s okay too. But try it on, try it out and see what that’s like for you. If you’re in the process of writing a book, definitely read the book out loud before you finalize your editing, you will find all kinds of things there to make the book more narrative, maybe to shorten up sentences a little bit. And you’ll even catch errors that you didn’t catch when you were just doing it visually. So that’s really the first thing go read your book out loud. 
  2. Download the step-by-step guide. The second thing is, is that a lot of the things that I talked about today, we’ve put into a guide. And we also have frequently asked questions and all kinds of good information, best practices, and a full kind of step-by-step guide on how to get your audiobook done. And you can find that at Launchyouraudiobook.com.

RESOURCES

  • Learn more about Tina Dietz’s company, Twin Flames Studios, here
  • If you want to learn more about how successful authors leverage their books, download Tina’s free guide here
  • Connect with Tina on TwitterLinkedIn, and Instagram
  • Connect with Twin Flames Studios on LinkedIn and YouTube

If you found value in today’s episode, we hope you’ll take a moment to share it with someone else who might benefit from it. If you have any questions or topics you’d like us to cover, please email Becky Robinson here.

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