To start the year off, and given it’s award season right now, we decided our first episode for 2014 should be our annual Preneur Marketing Awards — celebrating the best of the best from the past 12 months.
Normally, we finish off the year with our annual marketing and entrepreneurial review show. But given the small hiatus the boys had, they have donned their best party frocks for the first episode for the year, to look back and give out ‘the Marketing Oscars‘ to the things that made the most difference in their lives, businesses and projects throughout the year.
Follow along and see if you agree that the tools, books, software and more that impacted the boys also impacted your bottom line. And if there’s something you think they missed, make sure you leave a comment below as they have some great stuff to give away to the best commenters.
Share Your ‘Best of 2013′ & Win Stuff!
In honour of the 2013 Awards, we are giving away 3 copies of SPIN Selling by Neil Rackham (one of Dom’s Awards Choices).
To enter this competition, just leave a comment below. Tell us your vote for any of the categories we listed this year, and tell us about something we missed!
The 2013 Award Winners were:
SelfControl App – http://preneurmarketing.com/prc2013selfcontrolapp
Evernote – http://preneurmarketing.com/prc2013evernote
7 Minute Workout App – http://preneurmarketing.com/prc2013johnson7minuteapp
Audible – http://preneurmarketing.com/prc2103totalrecallaudio
Amazon – http://preneurmarketing.com/prc2013totalrecallbook
Audible – http://preneurmarketing.com/prc2013spinsellingaudio
Amazon – http://preneurmarketing.com/prc2013spinsellingbook
The One Thing – Gary Keller
Audible – http://preneurmarketing.com/prc2013theonethingaudio
Amazon – http://preneurmarketing.com/prc2013theonethingbook
Start: Punch Fear in the Face, Escape Average and Do Work that Matters – Jon Acuff
Audible – http://preneurmarketing.com/prc2013startaudio
Amazon – http://preneurmarketing.com/prc2013startbook
LeadPages – http://www.preneurmarketing.com/LeadPages
Auphonic – http://auphonic.com
Asana – Project Management – http://asana.com
Satori – Coaching Sessions Booking Service – http://satoriapp.com
Xero – Business Accounting – http://Xero.com
Adam (Dom’s Nephew and Team Member)
Eli (Pete’s Son)
iVideoHero Product – http://www.preneurmarketing.com/iVideoHero
Personal MBA – http://www.nightingale.com/products/personal-mba-masterclass/
Plant Based Nutrition Course – Cornell – http://www.ecornell.com/certificates/plant-based-nutrition/
Mind Body Green Course – http://www.mindbodygreen.com/course/the-ultimate-guide-to-plant-based-nutrition-with-rich-roll
Other Links Mentioned In The Show:
No Meat Athlete
Amazon – http://preneurmarketing.com/nomeatathletebook
Fooling Houdini – Alex Stone
Audible – http://preneurmarketing.com/foolinghoudiniaudio
Amazon – http://preneurmarketing.com/foolinghoudinibook
No Meat Athlete site – http://www.nomeatathlete.com/
iVideoHero Post – http://preneurmarketing.com/online-marketing/how-i-saved-1204-yesterday-thanks-to-ivideohero/
Previous PreneurCast Episodes:
Episode 121 – No Meat Athlete – http://preneurmarketing.com/preneurcast/preneurcast121-no-meat-athlete-with-matt-frazier/
Episode 113 – Josh Kaufman – http://preneurmarketing.com/preneurcast/preneurcast113-accelerated-learning-with-josh-kaufman/
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Pete Williams: Happy New Year, everyone. Pete and Dom here, and we are back for 2014 with the marketing podcast PreneurCast. Yes, we’re about four weeks late to start this year. We thought we’d let everyone’s New Year’s resolutions come and go, and really kick it off at the start of February this year with a lot of awesomeness. So, welcome, Dom.
Dom Goucher: Thank you, Sir. Happy New Year to you and Happy New Year to everyone.
Pete: Yes. It’s been an exciting couple of weeks. We enjoyed a little bit of a break. Enjoyed getting our own foundation set for this year. Major projects are coming up for everyone, which is exciting, and back into the show now.
Dom: Absolutely. It has been a busy few weeks after a good rest across the holidays. I think we’ve both been incredibly busy last few weeks, just getting everything sorted out for 2014 for us and for other people.
Pete: As people probably know from the media online, it’s awards season right now. You’ve got the Oscars and the SAGs, and the Grammys, and all that kind of stuff. So, we thought we’d start off this year’s series of marketing podcast with our awards, our annual awards show.
Dom: Yup. Although I’m telling you now, I’m not wearing a dress.
Pete: Fair, fair enough. What’s been going on? You’ve got some really cool projects in the works. What else has been happening?
Dom: Yeah, I’ve been really busy. Kind of starting up a new thing. Building on a lot of things I’ve been doing in the past on and off. But I’m doing a lot more consulting for big businesses now in 2014. Saw an opportunity, and went after it with a guy I’m starting a new business adventure with. The thing that’s most interesting, I think, to people who listen to this is the growth in interest that we’re seeing in LinkedIn.
Now, you remember the excellent interview you did with Wayne Breitbarth earlier on in 2013, and that stuff really stuck with me. But it really seems to have struck a chord with a lot of people out there in the bigger companies. And there are a lot of things that LinkedIn are doing. They’re moving forward. They’re putting a lot of great tools together. Not just for the companies though, but for individuals.
So folks, if you haven’t listened to that episode, the Wayne Breitbarth LinkedIn episode, or read Wayne’s book [The Power Formula for LinkedIn Success], or you haven’t basically gone in and had a fiddle about with LinkedIn, strongly recommend you do that because it really is becoming a force to reckon with out there on the tinterwebs, as they say.
Pete: Absolutely. I could not agree more.
Dom: You’ve been super busy. You’ve been doing your unbelievable amounts of energy demonstrations again by cramming in a huge amount of stuff in the last few weeks, haven’t you?
Pete: Yeah. I got a couple of half-Ironman triathlons coming up. First race is this weekend, which is predicted to be about 40 degrees Celsius, which I think 110-ish, is that right? Double it and add 30 for Fahrenheit.
Dom: I don’t know because I do Celsius. All that stuff is just too many numbers for me. It’s going to be hot.
Pete: It’s going to be damn hot. I’m doing a lot of training for that. Also, if people are on our Noise Reduction Newsletter list, where we send out regular updates of cool things we found online, in terms of articles worth reading, videos worth reading and stuff, if you go to PreneurMarketing.com and just opt in to the community there, you’ll get those newsletters.
One of the things that I offered at the start of January was to help people get clarity and remove that distraction and things for the start of this year. I offered 15 one-on-one consulting sessions with people, where we jump on for an hour and really dug down on what was their friction point for 2013, getting rid of the stuff does not warranted this year, and really getting clarity on what this year needs to be, what the business model needs to be, and more importantly for a lot of people, what their 7 Levers [of Business] are, and some homework almost. “These are the action points, the low-hanging fruit for each one of these 7 Levers.”
So over the next 14 weeks, they could spend two solid weeks on each lever, increase more than 10%, and effectively double the profit of their business in the first couple of months of 2014. That went really, really well. Got some amazing feedback from those, and trying to work out a way that I can do them much more regularly and fit them into my schedule because I really did enjoy those. People got a lot of value out of them as well. Trying to change the model a little bit of what Preneur Marketing and the consulting side of stuff looks like this year, so we can do that for a lot more people. I think it was hugely rewarding.
We’re actually going to do an episode on that in about two weeks’ time. We’re going to be diving to clarity and distractions, and the big takeaways that I found that was consistent among a lot of people that I spoke to, what we did on those sessions, and give a bit more of a virtual version of that consulting session on the podcast. So, stick around for about two episodes’ time and we’ll be going into that in an episode, which should be great.
Dom: Yeah. I think we’ve spoken about this offline. I think you found what I always find whenever I’m doing any kind of either training or coaching and consulting, and that is you learn almost as much as the people that you’re helping. Because you learn about what’s going on out there in the real world. And you said, you really genuinely did enjoy it. We have some fabulous feedback. We got absolutely mobbed.
As you said, we just sent out the offer to the Preneur Community, to people that are on that mailing list. They’ve gone to PreneurMarketing.com and signed up to the mailing list just to get the general information stuff, and you just made the offer and that was it. The slots went bang, gone. I know you said we want to offer this to a wider audience, and we’re looking at ways to do it.
But I know, as soon as you said you were going to do it, I knew people were going to get value. So, I think it’s a great thing and we’re really going to work towards that. But definitely look out a couple of shows’ time, folks, for the big lessons that we got, the commonalities that Pete spotted from those sessions.
Pete: Yeah. Absolutely.
Dom: Moving in to 2014 then, as you’ve been helping other people to do, as we always do on the show, I’m always interested to know what you’ve been reading. Since you got such time on your hands, what have you been reading? Did you finish that book? Did you finish the Arnold Schwarzenegger book [Total Recall]?
Pete: Not quite. It’s 23 and 1/2 hours long or something. And I listen to that book when I run. You can hack it a little bit to make it play double speed. But for whatever reason, I decided to just listen to that at one speed. That’s 23 hours with the running, and I haven’t quite hit that yet. It’s almost finished, but not quite. But I’d be out on the bike doing a whole bunch of other stuff, so I’ve had some other books happening at the same time.
One I’ve really enjoyed from Audible was Fooling Houdini by Alex Stone. It’s been a really interesting book. The way I explain it to someone recently was it’s Moonwalking with Einstein [by Joshua Foer] for magicians. So Moonwalking with Einstein was a book that we have mentioned on the show, another Audible book you can get, about memory and this guy’s journey to the World Memory Championships, and how he developed his memory. It has a bit of education there and a great story at the same time, and a bit of Science.
Fooling Houdini, this book by Alex Stone, is exactly the same thing but he’s trying to go to the World Championships of Magic and become a really good magician. It has a lot of business lessons in there, a lot of interesting stuff. I just find magic and illusion really intriguing. It’s very close to the whole perception and influence kind of world, and what magicians have to do to be successful. I find it really interesting to listen to while I was out on the bike and doing some bits and pieces around the house these last few weeks. So, that’s my Audible Book of the Week.
Dom: Cool. Folks, as PreneurCast listeners, you can get a free trial of Audible. If you’re not already a member and you can use that free trial to download this book.
Pete: Or any book.
Dom: Or any book, because there’s a huge collection. Any of the ones we’ve recommended. We do recommend that Moonwalking with Einstein, by the way. Rocking book, very interesting. Go over to AudibleTrial.com/PreneurCast, and you can get a free trial of Audible. That link and everything that we talk about in this show will be in the show notes over at PreneurMarketing.com.
Dom: So, Pete, are you ready? Have you got your bowtie on? Are we going to walk down the red carpet for our awards?
Pete: I have the tux. I am ready to go. This is going to be better than last year’s Oscars party with Elton John. This is going to be huge.
Dom: You actually went, didn’t you?
Pete: Last year I went to the Oscars, Elton John’s viewing party, which is pretty cool. I go to hang out with Heidi Klum and a whole bunch of other really cool people. That was a lot of fun. One of the other guys I went with to that party last year was at the Grammys this year, a few days ago. He’s out and about, and I think he’s got a taste for celebrities. He went there this year, which is interesting.
Dom: We should try and get that photo as show photo, I reckon.
Pete: Me and Heidi?
Pete: Okay, I’ll shoot it across. I’ll put in the show notes of this one.
Pete: Let’s get started. Should we drum roll? Eli’s sleeping next door, so I can’t be too loud.
Dom: Folks, every year we do our awards. We look back at the year, and we like to nominate things that we think have been the most significant things for us in the past year. These are the things that we’ve read, used, people we’ve worked with — whatever it might be. We have some standard categories. It’s kind of a recommendation thing, but it really is like a long-term review as well.
We’ve used these things for some time, and the things that we genuinely think that needed a bit of a special mention. Every year, about this time, we do our awards show. We have some standard categories. Those categories are things we’re going to talk about today: Software, Hardware, Books, Services or Tools, People or a Particular Person, and an Information Product or a Training Product that we’ve consumed ourselves. So, Pete, if you’re ready to go, what piece of hardware was the most significant to you this year?
Pete: For me, it was a stylus pen. I’ve been doing some more consulting the last couple of weeks, but also towards the end of last year, doing a lot more consulting and various things. I find that sharing my iPad screen on my Mac, and then allowing the person I’m talking with to actually see that was hugely beneficial for the session.
I used an application on the Mac called Reflection or Reflector, depending on which version you have. I think they’ve changed the name, I don’t know why. But basically, what it allows me to do is mirror my iPad screen onto my laptop. Then through Skype screen-sharing, the person I’m talking to can see my iPad screen, which is really handy. So when I’m walking them through the 7 Levers, or really delving down to business’s structure or their process map, or we’re talking about some website design, I can literally draw stuff, very easily on my iPad and share it with that person.
So, the value they’re getting on this consulting calls is just magnified and really, really good. People seem to love it, which is great. We record the session, they get copy of the recording. They can look back over it. Later we can export the handwritten notes from the iPad, and they get a whole bunch of notes they can take away after the session.
This tool that I’m using on the iPad as a stylus is amazing. It’s an Adonit Jot Touch pen. A-D-O-N-I-T is the manufacturer, and it’s the Jot pen. It’s a stylus, but it works through Bluetooth as well. It has a pressure sensor. When I’m writing, it knows where the pen is on the screen. If my wrist is resting on the iPad, it won’t draw anything on the iPad either, so it kind of knows.
If you use a traditional stylus, anybody who has done that, they’re drawing with their stylus pen and then their pinkie scratches the page, their pinkie actually registers and draws the line. It can get very frustrating. But with this Adonit pen, because of the Wi-Fi functionality, it’s pretty cool. It’s $150, so it’s probably one of the most expensive styluses going around.
I got a little bit overexcited when I saw it online and then bought it. But realistically, it was probably the best purchase I made this year because of the application I’m using it for. If anyone’s doing drawing or writing, or taking notes in meetings or doing anything, whether writing on their iPad and then they’re going to be using that information after the fact, the precision of this pen is amazing.
Dom: It’s not really the show to go into anymore depth about how you use it, but I do think maybe you can make a quick video about that. We can pop that up, or maybe send it out to Noise Reduction guys or something to show that workflow.
Dom: Because I think what you do with that is phenomenal. You’ve had such fabulous feedback about it. But basically, folks, it’s a pen that allows you to draw on the iPad screen. It doesn’t sound that impressive, but when you see what Pete does with it, I can totally appreciate that it has made a huge difference.
Pete: it’s the Jot Touch, just to be specific. If anyone goes to the website.
Dom: Ass always, folks, we will put links to all these things in the show notes, so don’t worry if you’re out jogging or whatever, walking the dog as usual, washing the dishes. Go to PreneurMarketing.com, and the name of everything that we’ve recommended and all the links will be there for you. My piece of hardware, I’m going to be boring with my piece of hardware, Pete. I’m going to be re-recommend my MacBook Air.
Pete: Oh, okay. Interesting.
Dom: You talked a little bit about this. You’ve had times this year when you’ve decided you’re not buying anything new. No more gadgets, the expenditure and etcetera. I’ve tried a year of that. We talked about the fact that I’m changing what I do. One of the things that has happened is I am now traveling a phenomenal amount by comparison to what I used to travel.
I know we went to that crazy phase when we were doing Profit Hacks, we were in Florida quite a lot. For that trip, I invested in a MacBook air. And then after that, it didn’t get used as anything other than an average everyday laptop for a while. And I’m back to using it.
Pete: So you have an actual Mac desktop at home?
Dom: I have. My primary machine is an iMac, full-screen, big old iMac’s on my desk, That’s what I use everyday. But the truth of the matter is, this year, that MacBook Air has literally paid for itself. Because I can drop it in any bag, it doesn’t add any particularly notable weight to anything. It’s a four-pound machine. It does everything I could ever want it to do. It’s doesn’t slow down or skip a beat, and it’s just there all the time. It’s just a phenomenal piece of kit.
It’s actually, when you look at what you get for the money, not that expensive. And bear in mind, folks, across the year I could be doing anything from recording and editing this podcast, to editing videos that have been shot on all kinds of different video cameras, writing documents, playing with graphics. Now I’m having to do it out in the middle of nowhere, away from my desk, away from my main machine. I really have put part of this machine to the extreme and it’s still, as far as I’m concerned, the best piece of hardware.
Pete: The Air is the only thing I have. It’s what I use. I carry it with me everywhere. It’s my device.
Dom: You took that on board. When I came back from that trip and you said, right, I’m going to give it a go. Because you’re always a MacBook Pro guy, weren’t you?
Pete: Yeah, I was. Just because I thought I wanted the power, be manly. But I realized I’ve completely maxed out the Air. I’ve got top-of-the-line, with all the additional [features], basically pimped it out as much as I could when I bought it. So it is the high-end MacBook Air, but it’s the machine I use in the office when I’m in the telco or in the e-com business. I’ll just plug it into the network, wherever I am. At home, it’s in the Wi-Fi, laptop upstairs in the office at home when I’m around. It’s the one machine I use all the time. It takes a bit of a beating, but it powers through, which is fantastic.
Dom: Excellent. We’ve talked about hardware, now let’s talk about software or applications that we’ve got loaded on our various boxes.
Pete: To be honest, I find this a very hard one to answer. I thought Reflection or Reflector, as I mentioned before, could have been one of the tools this year because I use that a lot. And I went though basically the actual software that I use on a daily basis and it’s been the same stuff. It was nothing amazingly new this year. I was hoping OmniFocus release the updated version because I have an access to the beta and alpha versions of the new GTD software, and that would have been cool if they released that publicly. But it’s not available yet, so I can’t use that.
Evernote, Notational Velocity, Pages — same sort of stuff. I use the same stuff as I do all the time. I realized the only other tool that was new to my repertoire, so to speak, this year, was a tool which I think it’s free by memory, or at least only a couple of bucks called SelfControl. I think it’d be super helpful for a lot of people out there listening to this, particularly people off the consulting sessions recently.
Something that affects most people in terms of the habits and issues they’ve got (which affects me too) is distractions. If I’m going to sit down and have a 7 Lever session on one of the businesses, and I’m going to be working on ‘transactions per period’ for particular business, I don’t want to have distractions. Or if I’m working on a plan for a new book that I am working on with an Australian publisher (hint, hint), I don’t want to be distracted.
So SelfControl, what it does is you can set up certain website addresses in its settings functionality. When you load it, you say, “I want to have self-control, I want to be disciplined for 30 minutes, 90 minutes, four hours, whatever it might be, and then you hit Start, and there’s no way of stopping it from allowing you to go to those websites. You put in Facebook, Twitter, some news websites — whatever the site you go to regularly to get distracted; Feedly, the new Google Reader alternative. That way, you cannot get distracted from the main objections or the main sites that you come up against.
That’s been helpful for me a little bit with this year to be even more so disciplined. But really, it’s been a funny year for software. There wasn’t anything new that really jumped out of me and made me go, “This is awesome, this is different, this is in my workflow on a regular basis.” Even iPhone apps. I was looking through my iPhone, trying to figure out what stuff I’m using a lot more of this year. But from a software perspective, it really has been the same old, same old, which has been very interesting.
Dom: Interesting. You mentioned in your flood of what it could have been, you mentioned Evernote. In the previous years, I’ve talked about using Evernote as my task manager and all kinds of things, I have an elaborate way of using it as a task manager. I’ve gone away from that (and I’ll talk about that later on in another section). I no longer bother with Evernote for that.
But I have to say, Evernote continues to be probably the thing I use the most for pretty much everything else, for capturing information, because it’s connected to my phones, it’s connected to my iPad, it’s connected to my desktop as the apps, there’s a all that little plug-ins for the browsers and the ability to send things from my newsreaders to it for filing and things like that. So, I do use it literally hundreds of times everyday. It’s pretty much the thing I use the most other than e-mail.
But I will give an honorable mention. It’s something that I picked up one week ago, and I have to mention this. You’ve done it, you’ve finally done it — I’m on a fitness kick. Where we live, if you’re not an outdoorsy person and whatever else, then you got no excuse really. I don’t know how you could live where we live and not be an outdoorsy person. It’s a fabulous place. But I managed not to go out very much other than to walk the dog, and I wanted to be a bit more all-round fit.
Across one of my many news feeds came The Johnson & Johnson (what it’s got to with them, I don’t know) Official 7 Minute Workout app. Now, the 7 Minute Workout is one of those fatty things that’s happening at the moment. Everbody’s got a seven-minute this, that, and the other.
Pete: Six-Minute Abs.
Dom: Blah, blah, blah. Six minutes?
Pete: Or seven minutes. It’s clearly more than Six-Minute Abs.
Dom: 7 Minute Workout is this idea of you doing seven minutes of exercise everyday, but it has to be an all-around kind of thing. But the quality of this app is phenomenal. It really does demonstrate what you can do. They clearly spent a lot of time and thought doing it, but necessarily a lot of money. It’s a great example of a really good single-purpose iPhone-iPad app done really well. Really easy to use, really obvious, really logical, etcetera.
A little bit like your SelfControl, where you say, “I’m going to focus and I’m going to do this. So I’m going to turn this thing on to make sure I do it.” The 7 Minute app is great because you turn it on and go, “I’m going to do seven minutes.” So I do it first thing in the morning. Before anything else happens, before I read my e-mail or anything, I turn this thing on and press Go.
And it mixes up a huge repertoire of exercises. Literally, it’s got little video demonstrations of what you should be doing. You watch this little guy do this thing and for how long, so you just do it. You don’t even have to think. You can literally roll out of bed with your pajamas on, and turn this thing on and off you go. Do this, do your leg lift, do a behind-y lift, do a side plank (whatever one of those is), for seven minutes and then you’re done. You’ve done your exercise.
Pete: Very cool.
Dom: And I’m actually exercising.
Pete: This is exciting. I want to see before and after photos. Could we have it on the blog? Could we have a before and after photo?
Dom: No. That gets filed in there with me wearing a dress. No, I’m not taking it that seriously. But it’s great. We talked about this. With any kind of Getting Things Done motivational stuff, we talked about it before; the easier you make it for yourself to do something, the more likely you are to do it. And exercising is one of those things that even if I got this stuff out, got my running gear out, when it came down to doing an exercise routine which included have my whole body, just thing of the exercises or working out what I was going to do, that was the thing stuck me. This thing just does it. It’s in a box, done.
Pete: Love it. Very cool, man. Very cool.
Dom: There you go. That’s my Best Software, even though it’s only been with me for about a week.
Pete: I like it.
Dom: Alright. Moving on. I hesitate to ask this because we’ve already covered your Book of the Week. But what’s your Book of the Year?
Pete: This is a hard one because we talk about books, the one I’m reading on a weekly basis on the show, and that doesn’t cover every book that I get sent. I’m looking through a pile of…
Dom: You read a phenomenal amount.
Pete: I’m looking at a pile on my desk right now, there’s like four books I’ve been sent in the last week from various authors. I don’t read every single one, but at least browse most. It’s a big selection to choose from. Two that stood out for me, which is not the winner but two Honorable Mentions, as you say, is The ONE Thing by Gary Keller (and we’ll try and get Gary on the show sometime this year), because I think it’s really important. It’s about the simple truth behind extraordinary results.
It’s fundamentally about doing one thing. Not trying to have too many plates spinning in the air at once. It’s a big theme of the consulting sessions I had recently (which I’m sure people would have probably read between the lines of what I alluded to earlier). That was a really good book for a lot of people, so I recommend that to a lot of people that I work with throughout the last year.
The other Honorable Mention, which was a very close winner was Start: Punch Fear in the Face, Escape Average and Do Work that Matters by Jon Acuff, who we’re trying to organize schedules right now so he’ll be in the show in a few weeks’ time, which is super exciting. To me, that would almost be Audiobook of the Year if we could break it up a little bit. Jon read the book, or narrated the book is probably the perfect term to use, and did an amazing job. It was a fun ride, if you will. I think I mentioned that when I first spoke a bout the book on the show a few months ago.
Dom: You did, actually. I remember distinctly you commenting on the narration that Jon did of his own book.
Pete: Yeah. The book is funny. It’s great. It’s engaging. But the way he read as well is just phenomenal. So that had to be Audiobook of the Year for me. In terms of actual Book of the Year, it’s a book you mentioned earlier, Total Recall by Arnold Schwarzenegger. One thing that I knew about Arnold is he was Mr. Olympia, Mr. Universe, blah, blah, blah. He was the biggest actor in Hollywood, and then he was ‘The Governator’ of California. He was successful in three different fields. I went, “Cool. He was successful in three different fields.”
But going through this book, it was really amazing about how focused, how dedicated, how hardworking, how determined, how smart he actually was. While he was doing his movies and starting his movie career in Hollywood, he was doing night school and learning business. His first big success was a direct-mail business. Doing exactly what he talked about here, doing direct-response marketing. Then he was investing in real estate, and one of the primary developers of the whole Santa Monica area.
He has been successful in a vast array of areas that I wasn’t aware of. Just hearing his story and words about what drove him and how he worked, and what he did was really inspirational and educational. So that book to me was probably the book that stood out the most last year.
Dom: And the one that took the most of your time.
Pete: Well, absolutely, 23 hours’ worth.
Dom: But you’re absolutely right. His story is phenomenal, and it’s one of those things that I think very few people really know the detail. I agree with you. Definitely, definitely worth the read.
My book is an old book. I’ve talked to you about this recently. I rediscovered this. When I first read this book, it had very little relevance to me. And I find that sometimes I read things and I go, “That’s interesting. Can’t use it.” I’ll file that away. We do that with a lot of things and later on, it’s relevant. It’s what makes us good at what we do.
The book is a book called SPIN Selling by Neil Rackham. And we have mentioned this on previous book recommendations. It’s something that you mentioned in the past, Pete. A long, long time ago. It’s a book about selling, not a cunning title for a book about selling, SPIN Selling. But it’s about a very specific type of selling, very specific technique that is explained in this book, and it comes from a bunch of research, and that’s why it’s interesting. There is a huge bit of scientific research these guys did about what the most successful salespeople for high-value sales do differently to regular sales.
Pete: And I think that’s one thing. I totally cut you off there — but when I first heard of this book, I remember when I was recommended this book, I was at university and I don’t know why I remembered this, but I remember being at university, in part of the quad, and someone saying to me, go read SPIN Selling. I initially went, “No.” SPIN Selling — spin, hype-y, wonky. My first reaction was like, “SPIN Selling? I don’t want to spin people in that manner.” I avoided for a while.
Dom: I was totally the same. I was totally the same.
Pete: That’s the thing. It’s research-based. It’s not about hype. It’s not about the art of persuasion and influence or anything mystical or even dodgy, for want of a better word. It is a really good book that is definitely worth reading.
Dom: Yeah. Just very briefly. SPIN Selling comes from this acronym that they came up with. It’s S-P-I-N. It’s an acronym, it means something. It’s not the word ‘spin,’ it means something. This was a mistake both Pete and I made. The core of the book, really and the thing that made a huge difference, the reason why this stands out and made a massive difference to me this year is because this is changing what I am doing.
The book is basically researched to prove the point that the best thing you can do, if you want to sell something to somebody is find out what it is that they want, get it and sell it to them. It’s based around that concept. Now, it’s something that a lot of people say in various sales marketing arenas, but this book is about how you go about doing it. It’s about asking questions.
It’s incredibly structured, incredibly well-researched, a lot of evidence behind it. But having read it twice, and now started to use the techniques because they’re relevant to me in this larger arena that I’m working. I’ve also realized that it’s applicable to small businesses as well. It’s one of those things that if you look at it in the context of the 7 Levers, for example, there’s a lot of the different levers that it’s applicable to, these techniques are applicable to a lot of the 7 Levers. Maybe we’ll come back to that in another show.
But definitely, folks, SPIN Selling by Neil Rackham. If you got anything to do with selling, certainly if you’re in things like consulting or selling high-ticket items, I cannot recommend this strongly enough. I have a backup, an alternate, another thing. You said you got your kind of…
Pete: Honorable Mentions?
Dom: Honorable Mentions, that’s the word I was looking for, thank you. It’s another book that, again, you’ve mentioned in the past and I’ve finally got around to because we had the guy on the show. The guy was Josh Kaufman. He was originally famous writing a book called The Personal MBA. Again, it was on your list of things you recommended, and I eventually got around to it. Again, phenomenal book. Literally does what he says on the tin.
It is a book that is the equivalent of (obviously, with caveats) doing an MBA. It is the basic grounding in the business, in the principles of everyday business in this book. I was blown away. It’s an amazing concept. You can find out a huge amount by going to the website, actually, The Personal MBA website.
Pete: Sorry, I was going to say Josh and I are chatting again via e-mail this week. I might get him back on the show to talk about that. We had him on the show to talk about his book on learning, which is a very interesting book in its own right. The Personal MBA would be hugely beneficial for our whole community, so we should try and tee up Josh back on the show.
Dom: I think so too because Josh turns up later on in the awards. Okay, excellent. So that was books. The next thing we’ll talk about is we call is, we call it Service or Tool. This is something like an online service, or an online system or tool, that we’ve been using. You said that no particular software has leapt out of you, but what about online services or tools?
Pete: Yeah. There have been two that left a very strong mark on me this year. One, which I had dig out recently in a blog post, funnily enough, and we’re going to have a makeup on next week’s show with that (which we’ll talk about later), but this is Xero. Xero with an X, Xero.com. It’s an online accounting software package. Boring as hell. I know, woo-hoo, accounting software. “Pete, you are awesome.”
Dom: Everybody, wake up. Wake up!
Pete: But seriously, it has made bookkeeping fun. I know it sounds really weird, but it’s important to manage the numbers in the bottom line of your business and your personal finances as well. A lot of people that I speak to, the reason they’re wanting to start this entrepreneurial journey is not necessarily because they have this passion for an idea to take to market. It’s because they need to earn more money than they are in their job. They want to supplement their income, or they just want to at least replace their job with something they can control.
And it’s not about trying to build the next Facebook and be really passionate about it or anything like that. They just want to make an income. I think the first step to getting towards that goal is not to start a business, it’s to get control of your finances. To have those foundations of wealth in place, which is some stuff I’m writing on the Blog.
There’s a couple of essays I’ve written recently about this on the Blog, so make sure you check it out. But also it’s the prototype, I hinted that early with the publisher, so you can read between those lines a little bit. But Xero has been fantastic. We control a lot of our different business units and businesses that I’m involved in via Xero. Also, I mentioned about my personal finances through the Xero offering. So I think it’s a really cool package, very easy. It’s all web-based. That’s been a really cool service I’ve used a lot more this year.
I’ve been using it for a while, but really got my teeth into it in a number of different projects this year. So I think that was a fantastic service and tool, even though I did bag out some of their marketing tactics recently in a blog post. But Penny from their marketing team is going to be on next week to chat about what they’re doing, and why they’re doing what they’re doing. It was a really interesting conversation to see how software for service, success is marketing their business. Stick around for next week to listen to that.
The other tool that I used a lot this year and fell in love with was LeadPages. Clay Collins, the guy behind that, has done exceptionally well with this software. It’s only about or two-three years old. They raised, I think, $5 million in venture capital this year. LeadPages is just pumping out a whole bunch of amazing, amazing features.
So fundamentally, it’s a very quick and easy way to build opt-in pages, webinar registrations, download pages, some of the key marketing pages that most online-based businesses or businesses who are marketing online need. It’s a very cool tool. It got some great templates, very easy to use. And they’re continually adding new features and functions that help marketers increase their opt-ins and conversions, a few things from the 7 Levers.
A good friend of mine, I was able to help her get a job there in the marketing department. She’s loving that. We’re trying to work out a way and an angle that we can get on and talk about what we’re doing with LeadPages on the podcast in the next couple of months, which is exciting. But we’ve done some blog posts about how we’re using it, how it increased our opt-ins and stuff like that. We’ll link up to that past blog posts in today’s show notes.
But LeadPages is one those tools that I’ve found really cool and highly recommended this year for a lot of start up entrepreneurs who don’t have a lot of tech skills or don’t have a team around them, or even some high-level marketers like us (or who think they’re high level at least) are using it as well, just for efficiencies and effectiveness and it’s been fantastic.
Dom: Cool. I agree with you about LeadPages. It’s a phenomenal thing because so many people let things like the technology of things get in the way, the design or whatever. People get hung up on it and they don’t get the job done because they don’t know how or they’re too busy in analysis-paralysis. LeadPages is great because you just fire up, go, “I want one of those,” “I want it to say this, go.” Fabulous piece of kit. Love it.
For me, a very similar situation in that it’s a tool that helps me produce something that I do an awful lot of, and this tool is called Auphonic. Now, I’ve talked about this in the past. I’ve talked about it a lot more inside of the Platinum group because Auphonic is an audio-processing tool, which means pretty much nothing to pretty much nobody.
Pete: Nothing to me.
Dom: Nothing at all. What it does is it takes raw audio files and does all kinds of clever stuff to them, like remove hum, and rustles, and wind noise, and hiss and things like that. If you’ve got an, oh, I don’t know, recording of two handsome chaps chatting over Skype about business and marketing issues, and you want it to be a high-quality podcast production, you can pop the files up to Auphonic and tick a few boxes, and it will give it to you back in whatever format you want it to be in but in a much higher quality.
For example, sometimes one of us is a bit louder than the other for various reasons. It can sort all that out and make it all one level. So, you can really put that final polish on your production without you going through them manually, fiddling about with it. Now, when I found that out, I thought, okay, I’m going to have me some of that. But when I started using it, and this is the reason why it gets the award, when I started using it, it’s so much more. It’s a workflow tool and it now a fundamental part of the PreneurCast podcast workflow.
This is something I probably will do, again, a video about. Because what I do now, is I give it basically the recording of our call, and throw it up. And Auphonic, you ready for this — adds the intro and outro. It adds all the data for all the iTunes information. It adds the logo. And after it has processed the file, it uploads it to SoundCloud, which is where we now put our podcast, as well as uploading it to the file storage, the Amazon S3 file storage where we store our files to go to the iTunes thing. All those different files to be created in all it’s different format, all that data to be added, all these things to be done, all those steps have now been replaced by me sending a file somewhere and clicking a button.
Pete: So basically, you’re redundant.
Dom: No, I am not redundant, Sir, because I am an integral member of this show.
Pete: Fair enough.
Dom: But literally, it reduced my workload or the workload of team immensely just by sticking this thing into the flow. It’s just phenomenal. Wait for it, folks, it’s free. It’s totally free. It’s just quite amazing. I don’t know how they do it and I’m not going to ask because I’m happy that they do it and it’s wonderful.
Pete: And they clearly don’t attach their own little advertising at the end or anything like that, which a lot of free software-editing tools do.
Dom: Absolutely, no. No, no, no. Your file is pristine-perfect. As you listen to this show, folks, it’s been through Auphonic.
Pete: There you go.
Dom: There you go.
Pete: Very cool.
Dom: And Honorable Mention — Asana.
Pete: Yes. I had some notes I forgot. Yes, I was going to mention Asana and I was going to mention Satori too. So, you tell Asana and I’ll tell the Satori story, and we’ll move on.
Dom: This shows you, folks, that we’re moving away from the desktop stuff and moving into these online software as a service things. Pete’s already talked about two. I’m going to talk about two, and then there’s one more. Asana is an online project management tool for teams. You may already been using something like Basecamp. You may be using other tools. If it’s just you, you might be using all manner of things to manage your projects.
But if you’re a member of the Preneur Community, you follow along, you may have noticed a flurry of notes between me and Pete on Twitter a while ago, and between a lot of people as well, about us dropping out of using things like Basecamp and moving into using Asana because it just works.
The guys over at Asana have been developing this tool for a while, and they really have cracked it. It’s a great way of planning project, managing projects, communicating with the team about projects, and just generally getting things done and keeping an eye on them. Again, within parameters, it is free to give it a go and work on small projects with small teams. Can’t go wrong really there.
Pete: One term of how you want to define small projects and small teams is, we run the entire Preneur Group on Asana. There are team members and stuff like that, and we’re using a free account. You can define small how you want, where you’ve got a lot of balls in the air strategically and do a lot of different stuff, and it still works fine on the free account, so it’s pretty sweet.
Dom: Yup. Definitely check that one out.
Pete: The other thing I want to mention too, you can always argue it was at this year’s awards, or it may turn into a winner in next year’s award, but we started playing with it at the end of last year, it’s a tool called Satori, S-A-T-O-R-I. It’s a really cool tool that basically allows you to book and manage consulting sessions. It’s one of the things that made these last 15 consulting sessions that I did in January, the Strategy Sessions, really easy to manage and maintain, and it’s also one of the reasons I’m thinking about doing more of them this year. It was such a breeze to make it happen.
From my perspective, it links up with my Google Calendar. I can say, “These are the times in a week I’m willing to do consulting sessions. Then if I happen to schedule something else in one of those times in my Google Calendar, it automatically blocks it out for availability, which is really cool for the end user. Then what happens from a user’s perspective or a client’s perspective, they come along to a particular page, they can select a time that works for them. It synchs with global calendars in different time zones very easily.
They then enter their details and they can make the payment for the session, but then get asked the questionnaire (which is all customizable, of course). That way what they’re thinking and what I’m thinking are on the same page before we go into the session so don’t spend 20 minutes rambling about crap to get a bit of a back story. I can have that all beforehand. It makes it get to the nitty-gritty of the issue and the strategy in our session, which is phenomenal.
It makes that all very streamlined and easy. All automated. No one has to be involved — Flo or Joy, or any of the team that have to start scheduling stuff. It’s all done automatically that synchs beautifully with calendar, times and all the details. You can do contract-based stuff, if you have a client you want to work with on a regular basis, and want them to be billed every month and have a new session scheduled every month.
It’s a really cool piece of software that if you are in that consultancy space, is definitely worth checking out. It’s been a big help for me at the end of last year and for the month of January, and will be a prime piece of what’s going to help me if we can make that work, doing three or four of these Strategy Sessions a week, which I’ve been really enjoying. That’s the plan. So, yeah, that’s been another piece of software or tool that’s been a huge benefit to me of recent time.
Dom: Yeah. That again is an online service that you can sign out for. And the great thing is it’s another thing like LeadPages where they manage everything for you. You’re just putting this at it. So with Satori, you just go, “Oh, yeah, you want to book a session, go here,” and everything is there. It’s all in one little world booking-paying if that’s the nature of it, booking-paying, all that all done. It’s so easy to set up. And it looks great. If you want to, you can bypass the entire website situation and just use that thing. It really is great.
Pete: Absolutely. They do an amazing job.
Dom: Yeah. Alright. One more of our categories that we do every year is our significant Person of the Year.
Pete: This one, I wasn’t sure which way to go with this. There have been a lot of people doing a lot of great things this year. To me, the person that stood out and seem to have their finger in a lot of different pies that crossed my desk was Ryan Holiday, the author who we had on the show before behind the books Trust Me, I’m Lying and also Growth Hacker Marketing, which he released this year.
He’s done some amazing writing on his blog and on Thought Catalog this year. He continues to be the strategist behind numerous bestselling books and marketing campaigns, American Apparel and some movies, and a whole bunch of stuff. He’s a very, very smart guy. Even from a distance, he has done some pretty special stuff this year. He, to me, was probably the person who stood out and came to mind the most in terms of doing amazing stuff this year and having clear directions. Got a new book coming out this year as well, which is exciting. He’s probably the person who stood out the most for me this year, I would say.
Dom: Cool. The person who stood out for me is a member of my team. And this is a weird one because my nephew, Adam, joined my team sometime ago. It was a temporary thing at that time. He was between things, and he’s a pretty sharp cookie. He knows his way around stuff as most young kids do. I just brought him as a general hand just to do some stuff. He showed an interest in certain areas about what we were doing, so I gave him a bit of training and a bit of support. He showed me that he can do things and get them done, and he would motivated. It’s gone on from there. He is now an integral part of my team.
He is basically like mini-me. He’s not mini-me because he’s taller than me, but he’s like my mini-me. A huge amount of the things I used to get involved in, I used to do, that I used to think, “Oh no, only I can do that,” or “I have to do that to make sure it gets done the right way,” I no longer have to do. I can trust and rely on Adam to get them done. I can also trust and rely in him to research and find out about new things, new technologies, and he is motivated to train himself and develop new skills to benefit the business.
It’s been a huge weight off my shoulders this year to have somebody like that as part of my team. The other reason why he is my Person of the Year is because of much I have learned by working with him. You see, we talk about these people and we look up to people like Ryan, and we say Ryan’s doing some great stuff, and reading his blog and his books. I have learned a phenomenal amount about managing people, managing myself, communication, things like that, by working closely with Adam.
By developing Adam, I’ve been developing myself. We talked about this topic a lot in the past, about outsourcing, about working with people, about the communication and the way that you do, the way that you put the information across and the support you give your team. But until you do it, you really can’t understand it. So working with Adam this year has been a huge learning experience for me. But it’s just been fabulous having him on the team and able to take on this job, to take responsibility, run with these things and get them done. He is my Person of the Year.
Pete: That’s very, very cool. I love it. Another person I thought of that I want to give a bit of a mention to, as well, he’s been around for a while but only heard of this year for whatever strange reason. We had him on the show as well — James Altucher, who’s written a number of books. His book this year, Choose Yourself, was a great seller. Partly thanks to Ryan. He said some really good stuff. I’m reading back his previous blog posts, I always find something interesting in his approach to business and life, and that has been really interesting this year as well.
The other person I was thinking of mentioning but I wasn’t going to because I thought it was going to be a bit weird, but the thing is you mentioned your nephew. Probably the person who taught me the most this year was Eli. He just turned one about a week ago. The last four months, he definitely has taught me more than anybody, ever really, in terms of just patience about focus, about what I want him to look up to, and make sure I’m that person. It’s been a crazy year and he’s definitely made my year more than anybody else, there’s no question about that. So I should give it quite to my son, shouldn’t I? Is that okay?
Dom: Of course it’s okay.
Dom: It’s our show, mate. We can do whatever we want.
Pete: Very true. Very, very true.
Dom: So let’s wrap these awards up with a little bit more back in the real world. And that is Info Product or Training Course.
Pete: This one was interesting to me. A bunch of stuff came out this year. We didn’t promote a whole lot. We promoted a few key things that we thought was worthy of our time, attention and support. MagCast, which we believed in wholeheartedly. I know a number of our community members are doing a great things with their magazines online these days, which is fantastic. There was Video Genesis, which is a great video course at a very good price point, which we supported as well.
But the product that stood out for me personally, was the most influential for me, was iVideoHero. A very cost-effective little training course that. We came across it at the start of last year. I purchased and fell in love with it very quickly, and then turned around and supported that, and told the community about it. I was looking at buying a DSLR video camera at $1500, $2000-type Canon or Panasonic, or something like that. Literally, that same day, whether it was serendipity or not, I saw a tweet from a friend about a course that he bought. I thought, “Look, I’ll go and check it out.” It’s about shooting video on the iPhone.
I know you’ve also spoken about before, and a few who said the iPhone is pretty quality for doing good video. I was like, “I want to get that depth of field kind of look with a blurry background of me being shot,” and take the production to the next level. I thought I’ll go check out this course. It was like $97, very cost-effective. So, I bought it. It was really amazing in terms of showing me some apps to use on the iPhone that let me shoot this with depth of field, tight videos and some really key things and some tools around using the iPhone to create high-quality video.
I went and bought an iPod touch, the latest version at that time to make sure I’ve got the highest-quality camera (because I’m still using the previous version of iPhone, I haven’t upgraded, there’s no need in my scenario), and a couple of other bits and pieces, and decided not to go and spend that $1200 or $1300 on DSLR and just use the iPod touch and my iPhone to shoot the videos that you guys are going to see me shoot on the Blog and in various places this year.
To me, that info product had the greatest impact for me. It allowed me to save $200. It’s always nice when you save money from an info course. It allowed me to shoot a lot more video a lot quicker because of what I learned. It allowed me to not get so stuck up on the tech and know that I don’t need the high-quality stuff. All in all, the value of that course which is $97 (I think from memory or around that), quite cost-effective. We’ll put a link to it in the show notes as well so you can check it out. To me, that was the course that influenced me the most in the last 12 months. It was really interesting and really cool.
Dom: Cool. That’s an odd little one, really, because a lot of these topics might be something that somebody might say, “Well, that’s things that you could’ve asked Dom.”
Pete: True. Sometimes, you learn better from someone else’s, not your parents. I know that in the next few years, there will be stuff I’ll try and teach Eli that he won’t believe me. But once a third-party said it to him, he’s going to believe it. Maybe this is one of those cases, Dom, where I had to hear it from someone else.
Is that silence being…
Dom: No, not really. I think it was just a case of — it was just a great opportunity. It was an impulse thing, really. You just saw it and then got it. Because it was inexpensive, but the value you got from that was phenomenal. Your return on investment for that cost was huge and I’ll probably agree with you.
Pete: I think that’s what made it stand out for me the most, was because I’ve got a very quick, very high ROI that was very tangible. There was a high correlation and causation between the two, which was great.
Dom: Excellent. I said that Josh Kaufman was going to pop up again in the awards, and the info product, pretty much the only one really. I’m not a great consumer of training courses, of the ones a lot of people come across. But I am a great consumer of personal developments stuff and things like that. You’re probably a lifelong student of stuff from people like Nightingale-Conant, aren’t you?
Pete: Absolutely. I think one of the very first audio tapes that I bought was from their collection.
Dom: Yeah. They are a phenomenal resource. Well, Josh has published The Personal MBA home study course on Nightingale-Conant. It’s all the content from the book, plus more, in this really engaging kind of format. Again, I added the honorable mention to the book because I thought the book was great. But I think the course is even better. I really do.
Pete: Very cool.
Dom: It’s a great thing. He did it himself. He recorded it himself. It’s just a great coverage of the material, a great way to consume it. The Nightingale-Conant stuff is not expensive. It’s a couple of hundred dollars for the cost. But the return on investment on that, again, is phenomenal. From that, you said this when you were talking about the consulting that you did — people are looking at entrepreneurship for various reasons. And some of those people are coming into running their own business, maybe from being inside of the business, being inside of a company.
If you’re in that situation, I really do strongly recommend either this course or Josh’s book, to just get your head straight before you start about the whole concept of being in business. It really just touches everything in a sufficient amount of detail to give you a grounding. So definitely, if you’re in that context, I really do recommend this.
Pete: Very cool. Two other things I want to mention when it comes to courses. I was a little bit skeptical about mentioning because it’s not a core focus of the show, but the two courses I took this year which I found the most influential as well was Plant-Based Nutrition course from MindBodyGreen.com with Rich Roll. He’s been on the show before and a good friend of mine. Also, I did a certificate in Plant-Based Nutrition through Cornell University this year, which is really interesting.
So Matt Frazier, who we had on the show in late last year, No Meat Athlete, make sure you go back and check that episode out because we touched on plant-based nutrition, but more importantly from his perspective about how he grew a blog with thousand and thousands of subscribers, and thousands and thousands of readers. It’s a great business lesson of how he built that whole community he’s got there, but also we touched on the plant-based nutrition in that conversation. But that was a big shift for me in the last 12 months. So I think Matt’s book No Meat Athlete and his blog are worth mentioning, [Matt is among] people worth mentioning.
It’s important to me, in 2013, Rich, Matt, Osher [Gunsberg] — three good friends who are all plant-based people which has been inspiring for me and helpful. Matt’s book and also those two plant-based nutrition courses. One from MindBodyGreen which is hosted by Rich and his wife Julie, and the plant-based nutrition course through Cornell, which was a bit more expensive and a bit more in-depth.
But there’s some other stuff that was really influential to me in the past 12 months that I didn’t want to take a lot of time to talk about in this particular episode, but they were important to me. And people who are interested in their health and well being, I think those things are worth checking out as well. So I thought of just touching them and cramming in the end of the award. I know we’re getting long in time this week, so I thought of just touching on that but not going too much depth.
Dom: Cool. You’re right. It’s a little bit longer show than usual, but not bad for start to the year, covering quite a lot of stuff. That’s the end of our awards, folks, for last year. As we go through the year, if we spot anything that’s of interest and news to you, we’ll certainly be dropping it in Pete’s Noise Reduction Newsletter, which you get if you are a member of the Preneur Community.
If you signed up on PreneurMarketing.com, we’ll send you that on a regular basis with the latest and greatest. And if it’s really significant, we’ll do what we always do, which is we’ll talk about it on the show, and ideally we will get somebody in to talk about it. Maybe it’s an author, maybe it’s somebody from the company. Like we’ll get Penny [Elmslie] in next week to talk about the Xero software.
With that said, one of the other things we do regularly on the show is we run competitions. Normally, it’s something that we get from the authors on the show. We get them to give us free copies of their books and things. But this week, the competition, we’re going to run it slightly differently. We’ve got three copies of SPIN Selling for you. We got three copies of SPIN Selling to give away. And instead of a normal competition, what we would like you to do is leave a comment on the blog post for this episode.
So go over to PreneurMarketing.com, and look under the Marketing Podcast section. If you can’t see it, days after the release of the show, the post is on the front page of the blog anyway. Pop over, find this episode, and leave a comment about your top thing of the year. Anyone of our topics.
Pete: That’s a book, a person, some hardware, some software. Let us know, link it up, and tell us exactly what it is that made the biggest influence for you in the last 12 months, how it’s helped. Give us a little bit of details about what it is and why it is. The three that we think are the best we pick, whatever it might be, are going to get a copy of SPIN Selling, and be able to put that into action and help their business in 2014. Super exciting.
Dom: Also, if you tell us about something we don’t know about, then maybe we’ll feature it on the show or in Noise Reduction. We’d love to hear from you, as we always do on PreneurCast. We’d love to hear from the community. With that said, Pete, this leaves us to talk about what we’re going to do on next week’s show.
Pete: As we’ve hinted a couple of times, or mentioned throughout this particular episode, we’ve got Penny, who’s the Head of Marketing for Xero, coming on. We’re not going to be talking accounting. We’re not going to be talking debits and credits. One of the very first things you mentioned to me when we started talking before hitting record was, “Please don’t ask me about accounting. I know nothing about it and cannot talk about the software in that aspect.” Everyone can breathe a sigh of relief, we’re not getting into the reds and blacks of accounting.
We’ll talk about marketing and we’ll talk about how Xero as a software for service markets their business. They explain why they did something that I bagged them about recently. They did some billboard advertising here around Australia with some street art. And in a blog post I referenced recently, I was like, “Why are they doing this? It’s not direct response. What the heck?”
She gave an extremely detailed and justified reason of why they did it, and also covered a whole bunch of other things in terms of how they market their business, how they take it to market, how they see their community, how they built their community, and how they have their partners. It’s a really cool conversation about all things marketing and growing a very successful business. So, stick around for next week’s episode where we go into that in-depth conversation with Penny and share a whole bunch more.
Dom: Excellent. That sounds like a really interesting conversation. Well, folks, that was the 2013 Awards show. Great start to the year. Looking forward to everything that’s coming down the line in 2014. We will see you all next week.
Pete: See you guys.