This week, Kevin welcomes Jonathan Elist, CEO of Penuma, an amazing solution for men that is not your traditional product. Jonathan discusses what Penuma is, and how radical transparency and trust are at the top of Penuma's core values. He talks about some of the challenges in building the community, and how they balance both in-house marketing with agency outreach. He and Kevin also discuss Google Ads, Reddit, and word of mouth as a way to grow brand awareness and attract a network of happy customers and top-notch physicians.   Takeaways: [2:38] Jonathan talks about building patient awareness around Penuma, and the two phases within the approach — FDA clearance and an actual patient awareness campaign. [5:22] Penuma's first approach was to build out a Google Ads campaign that complemented the SEO strategies and brought in organic traffic. The quality of leads wasn't that great, and that is something Jonathan and his team have always had to contend with and continue to find ways to improve. [8:43] They had to also establish legitimacy that they were not just another brand selling a crazy product or snake oil. This is where radical transparency came in and building long-term rapport with their customers. They also worked on not only building trust with consumers but with Google Ads and Facebook as well. [12:47] There's not a lot of negativity about Penuma, which is not always the case for similar products. Jonathan shares how they got men to step up and share their success stories and passion around the brand. [16:48] The quality of the leads brought in by Google Ads has not been as good as social or organic. [18:08] Kevin calls for an end to lead generation via LinkedIn. Stop the madness! Or at the very least — stop reaching out to him! [19:09] Three things that account for Penuma's success in marketing: establishing themselves correctly, distinguishing their brand from the nonsense, and catching people at the right time to make their decision. [20:35] Jonathan shares how he got on the phone with Google, and how it's a two-way conversation with Facebook and LinkedIn rather than a one-sided favor. [23:29] As of the time of recording, Penuma may be on the search for a Marketing Director. Think you are a good fit? Reach out! [25:37] Reddit can be the root of evil, or it can prop up companies. Penuma has a great Reddit Communitywhere men can communicate with each other and share their experiences. [31:55] Jonathan gets beautiful handwritten notes and testimonials from men that they can use to show in their marketing geared not only towards prospective patients, but also a network of physicians. [38:41] Penuma wants to try to position themselves as a leader in a space providing a way for men to gain more confidence and to feel their best. For years, the aesthetic space has been dominated by products geared towards women, but they are happy to be part of the forward change.   Quotes: "We've been extremely transparent around what we can and cannot offer." — Jonathan "If you are on LinkedIn trying to sell me leads… please stop." — Kevin   Mentioned in This Episode: Penuma Joe Rogan

Elizabeth Nader can tell right away whether she is coaching someone that has what it takes to succeed. Yes, talent and intelligence are important, but the ability to be coached is what takes someone that extra step further and gets them to grow past their limiting beliefs. As a coach, entrepreneur, author, and speaker, Elizabeth's mission is to help people realize that they aren't in competition with anyone else, just themselves. She joins the show this week to talk about the importance of embarrassing failure, taking a closer look at our limiting beliefs, who the enemy of our brand really is, and why we should plan to outdo our past, not other people.   Takeaways: [6:07] You are your own brand; Elizabeth believes you are created on purpose for a purpose. [8:13] Find yourself before the world tells you otherwise. There is not enough emphasis on teaching children to believe in themselves and know who they really are before the world forms an opinion and tells them who they should be. [11:14] Your greatest strengths become your greatest weakness without wisdom. Great leaders communicate through authenticity and meet people where they are. [12:17] Don't be a trainwreck! Elizabeth says the trainwrecks are the people who just refuse to be coached. Yes, we know big personalities may have big egos, but the real challenge is listening and not always having a rebuttal or limitation in place. [14:25] The best brands know what they are, they know who their enemy is, and they consistently show up in that manner. For Apple, it represents simplicity. For Starbucks, they may not have the best coffee, but they are clear on building a community. [18:40] God is the best brander in the world. Elizabeth believes that we are created with our unique brand inside of us, but it's up to do the work and show up in an authentic and open way. [22:39] The most successful people learn from their mistakes and see "failure" as a learning lesson. [24:39] Your metron is a circle of influence, and too often we expect our metron to be the whole world. Our metron expands successfully when we find our community and serve them, without trying to be everything to everyone. [33:31] Consumers are getting more and more resistant to giving all their data away because they aren't seeing the return. For example, with Facebook, we don't quite know what all this data they have has brought into our lives. [38:44] As a brand, you must know, what is the enemy? [47:29] There is no limit to what you can achieve if you are in your own lane. Figure out who you are and double down on your gifts. Prosperity comes when you are in your lane.   Quotes: "You are either succeeding or you learn. You only fail if you give up." — Elizabeth "A confused consumer doesn't buy." — Elizabeth "If you do the work and you are willing to say, 'Who am I really?', and let me match that up with what I do, that is when the world opens up to you." — Elizabeth "You don't need to be something to everyone, just serve your group as best you can." — Elizabeth   Mentioned in This Episode: Elizabeth Nader | Facebook | Master Your Mindset Radio   Rich Keller

Kathryn Guess is a Product Manager for Microsoft, who built Game Stack and Azure PlayFab brands from the ground up. She joins the show this week to talk about how gaming isn't the isolating experience one thinks it may be, and how gaming actually helps build communities and join people together — especially during the pandemic. She talks about the important and challenging issues in gaming regarding mental health and reporting domestic abuse, what the democratization of gaming means for both individuals and developers, and how gaming can contribute to a holistic lifestyle.   Takeaways: [2:41] In the past, game development has been accessible only to the wealthy. Game Stack is about making game development more available to the individual developer. Kathryn is bringing Game Development to the people and showing the world that gaming can be about connecting with your friends and family, and part of a holistic self-care routine. [5:24] Kathryn discusses the "aha" moment when she got together with game developers and listened to their unique set of struggles. [7:55] Game Stack Live can lead to preserving a culture and focusing on social justice in a way that is more about making a difference than just money. Kathryn speaks about how one game helped others connect through learning an indigenous language and cultural storytelling. [10:25] We can transfer successful technology from gaming and carry it over into business development. [18:21] Kathryn is a hard-core gamer herself. She gets up at 4:30 a.m. to play Overwatch every morning. [22:07] Gaming is a great way to get people from all walks of life together and to find common ground. In this polarized climate, gaming welcomes people from all genders, classes, and races. [24:23] Kathryn appreciates the good-natured teasing that you hear in the gaming world. [31:13] How do we deal with domestic violence in gaming? Since you are so intimately in the lives and basically at home with the people you game with, can you report a concern? There isn't a good answer yet, but Kathryn says there needs to be. [34:55] There's a whole movement for absurd games because developers are getting the tools they need. [41:21] Kathryn discusses the astronomical increase in gaming during the pandemic, and created communities, and how Discord helps people stay in touch and find their own interest groups. For example, Veterans can connect with one another even during off gaming hours and feel less alone and more understood.   Quotes: "Game Stack is about making game development more accessible to the individual developer." — Kathryn "Game Stack is all about bringing game development to the broader people." "Gaming isn't just about shooting them up. It can be about connecting with friends and family and giving yourself some self-care." — Kathryn "I think people saw over the past year how gaming can help and contribute to a holistic lifestyle." — Kathryn   Mentioned in This Episode: Kathryn Guess An Airport For Aliens Currently Run By Dogs Animal Crossing Game Stack

We've all dealt with clients that are directly problematic, or ones that mean well, but can have moments of toddler-like temper tantrums. Enter Carla Rover, an outspoken, very witty, and widely published writer, to help us navigate these waters. Carla talks about the reasons you may be getting ghosted after a job interview, content mapping and her way of doing it without emotion, and how best to show your value in a non-threatening way. She also gives her advice for writers and consultants new to the job market and how to get yourself to stand out (but not too much!) while virtual work continues to become the norm.   Takeaways: [3:14] Carla talks about navigating a job search during the pandemic and why she decided to move away from telling companies what changes she would make during the interview. [7:55] Companies can be very resistant to change, and consultants have to navigate these waters almost in the way you would help a toddler cross the street. Carla says that it's best not to indict them for their past choices, but instead, show them how you can help in a non-threatening but data-filled way. [10:54] We have to respect the world that people inhabit and keep our approach dignified. Carla discusses how there are more senior people looking for jobs than ever, and many well-established writers will take smaller jobs with fewer benefits than they previously would have. [15:21] Companies want things fixed quickly and Carla explains how we can best enact change by using data and research to cite our decisions. Make it about the numbers, and not you. It's a matter of being realistic but wrapping it in a magical school bus so everyone feels happy and in control of their choices. [23:00] Carla feels like the interviews where she got ghosted may have been the ones where she tried to add value in the interview by providing suggestions. What to do when you get ghosted? Keep your head up, and move on. Learn from it, but don't dwell on it. [26:05] The smartest thing for qualified people right now is to remain independent and develop their own approach. [29:15] The "people like us" approach calls for us to choose people we think are like us to trust and work with. This is an invisible way of blocking change, but if you can figure out how the business model works and handle it like an engineer, you will have an easier time. [35:42] Carla's road map that she is creating now means less ego and more compassion and added value. Because she is taking data and writing a report based on that data, there are fewer arguments because you can always go back to the numbers. [44:42] Often the stuff that judges us is stuff that bothers us about ourselves. It's important to find your own way to look within, whether that's therapy, a daily bike ride, or some other way to process emotions and manage stress.   Quotes: "We have to respect the clients' weirdness, their psychosis, their need to be right." — Carla "The smartest thing for qualified people right now is to remain independent and develop your own approach." — Carla   Mentioned in This Episode: @CarlaRover Yes, Minister Yes, Prime Minister  

This week, Kevin welcomes cellist Elham Al Marzooqi to the show. Elham is the first female cellist in the Emirates, along with being a Senior Legal Counsel for Flash Entertainment. Elham speaks about how she adjusted as a musician during the pandemic to connect with her audience online, and ways that she feels our society could better recognize and help musicians. Elham uses her platform to educate others on the cello and loves connecting and inspiring young women on her YouTube channel. She talks about the importance of lifelong learning, why it's crucial to go for your dreams no matter what anyone on the sidelines is saying, and how she is constantly pushing outside of her comfort zone.   Takeaways: [4:41] Elham talks about adjusting to a remote schedule during the pandemic at Flash Entertainment, where she is a Senior Legal Counsel. Like many new remote workers, there are good things about it (no commute) but then situations that call for self-management, such as knowing when to shut work off so you don't work 24/7. [11:58] Many people that made their livelihood from playing music were affected during the shutdowns, and these musicians still need help and support. [17:02] Elham practices the cello at least two hours every day and reminds us that being a musician is such a big commitment of time, energy, and money. Musicians are professionals and have associated costs, and should not be offered just "exposure" to play somewhere anymore. [22:19] Through Elham's channels, she likes to connect with women that are in the arts and interested in performing. [25:29] Musicianship is a lifelong process, and even the greatest ones could always practice to get a little bit better. Elham speaks about it like a sculpture, where you are always chipping away at it and fine-tuning the details. [25:47] Elham talks about submitting herself for the Amit Peled Online Cello Academy, something that took her out of her comfort zone but made her grow. [28:50] For Elham, the magic is in just playing, and not in self-promotion. She never set out to be the first of any kind, but focuses on doing what she loves and consistently working at it. [35:44] You don't need to wait until conditions are perfect to go for what you want. Your showmanship is going to show while you are building up your craft.   Quotes: "When these things shut down, there is a psychological impact that you see play out on every form of social media." — Kevin "The journey is about art and less about self-promotion." — Elham "I am always there to try and perfect my craft." — Elham "You have to have a thick skin." — Elham "I don't want to look back on my life and regret not doing anything." — Elham "Your showmanship is going to show while you are building up your craft." — Elham   Mentioned in This Episode: Elham Al Marzooqi | LinkedIn Flash Entertainment Musivv "HomeGROWn Artist of the Year" Online Cello Academy Band of Horses Flash Entertainment  

Joey Dumont returns to the show to share the inspiration behind his poignant, touching, and raw new book, Joey Somebody: The Life and Times of a Recovering Douchebag. Out now and available in stores, Joey's book is relatable and all too typical for those who have struggled with addiction, abuse, and any type of loss or trauma. Joey talks about getting through the "heavy" chapters in the writing process, and on to lighter and more self-deprecating stories, as well as how he shed a lot of his douchebaggery in the process. Joey also catches us up on how he has been coping throughout the pandemic, what we can expect from him next, and why you may never hear him yelling from a hotel basement again.   Takeaways: [4:18] Inspiration struck for Joey when his best childhood friend was tragically killed, and he saw how humor helped heal a fraction of the pain. In writing the book, he took the same approach to focus Chapters 1 to 4 on his tumultuous relationship with his father and step-father's abuse, so he could get to the lighter matters towards the end. [8:04] It was like therapy for Joey to write about his father, and he found the process therapeutic and cathartic. Yes, it was dark, but it became easier, the more he wrote. [11:36] His writing process was really the first time Joey relived his brother's death as well, and he knew he had to feel the emotions and cycle them through rather than push them down or try to distract himself away from the pain. [17:37] Men, especially in our society, are taught to not show their emotions or grief when really being vulnerable actually takes courage. [18:09] The persona we often carry around is heavy. If you can laugh at yourself, it helps you grow and even gives others around you the permission to be themselves. [24:02] Joey shares his top douchebag moments that even to this day he still mildly cringes about! Gold watches and custom suits, we sure have come a long way. [35:20] Confidence is great, but arrogance and puffing up due to insecurity typically have a different outcome. We need confidence to excel in the external world, but Joey talks about how he was able to connect more as a human with others when he realized how he was puffing up due to insecurity. [50:31] Although Joey sprinkles in a lot of humor in his work, he knows mental health and addiction are two serious topics. What makes this book so powerful is how relatable and typical it is.   Quotes: "I wanted my kids to know that their heroes are vulnerable." — Joey "You either cry it out or figure it out. You just can't let it sit." — Joey "If I can laugh at myself, it allows people to laugh with me in the process, and it takes away a lot of the anxiety." — Joey   Mentioned in This Episode: Joey Somebody Joey Dumont | Instagram Kitchen Confidential The Art of Memoir Marc Maron Patrick James Brand Storytelling Vanity Fair Interview with Brad Pitt  

Joseph Jaffe has written five best-selling books and thousands of columns, along with launching the CoronaTV show during the pandemic. He and Kevin talk about reconciling our current state to look at the opportunities with wonder and awe, how a social contract would help the way we talk to each other online, and the deep need to reclaim social media and make it less political. Joseph also talks about conscious capitalism and how we can make money but still help each other, and why he believes we all need political couples therapy.   Takeaways: [4:25] CoronaTV is a thoughtful and insightful show, not a call! [6:18] The global pandemic has many downsides and it is a life-changing event, but there is some good in it. For Joseph, it was developing CoronaTV where he has deep conversations with thought leaders and entertaining friends, and he is finding that he wouldn't have time to dig in as deep if we weren't home in quarantine. [9:12] It's not that Joseph and Kevin feel bad for people still getting that corporate paycheck, but for those that have been laid off, it is almost like they have been given the gift of a reset. Joseph hopes that after all we have been through over the past couple of months, we won't go back to our old bad ways and habits. [10:48] We can still be a capitalist society and make money, but we can be conscious about it and not at the expense of human beings. This is what Joseph calls "Conscious Capitalism." [13:38] The biggest challenge we have now in marketing is apathy. [21:19] Kevin and Joseph discuss how social media and Twitter has become more of a broadcasting platform than a space for people to thoughtfully share balanced and nuanced information. Our algorithms are keeping us isolated and taking away the ability to think critically or see the other side of the argument. [33:22] For the "blue checks" on social media, there must be accountability in what you say and how you say it. Being verified on a social media site doesn't necessarily mean you are worthy of having a platform to spread your message out into the world without any questioning or counterbalance of thought. [40:20] Joseph discusses the idea of a "Supreme Court of Truth" social contract where we are open to hearing the perspective of others, believe there is truth in their statement, and open to compromise. [47"07] We need to reclaim social media and not have everything so politicized.   Quotes: "Sometimes you gotta be pushed. We might not have the fortitude or the stomach to see the change in our lives, if not for these life-changing moments." "They say hindsight is 2020, except in 2020 when you don't need hindsight to realize it sucks."   Mentioned in This Episode:   The Social Dilemma Corona TV Joseph Jaffe Books Kevin's appearance on Corona TV Tucker Carlson  

Dan Granger is the CEO of Oxford Road, a Los Angeles-based ad agency that provides innovative and groundbreaking marketing campaigns for some of the best-known brands out there now including Hulu and DollarShaveClub. Dan joins the show to talk about creating real change in the way we communicate, how brands can navigate a divided marketplace, and how we can start to reward content creators and supporters for a more even and factual discourse. Dan also speaks about The Media Roundtable, and how people can get involved.   Takeaways: [1:55] Dan discusses how LA traffic ended up being the inspiration for him to work in both FM and AM radio, and then eventually land in podcasting. In the podcasting sphere, he saw the potential to unlock a greater opportunity for different content and advertising possibilities than ever before. [3:43] Dan talks about launching an ad agency that specialized in podcasts, and soon he was placing ads in heavy-hitting shows such as The Adam Carolla Show and The Joe Rogan Experience. [5:19] Dan worked with companies that were early advertisers in the podcast space. He saw how they were able to be innovative and disruptive with their approach and dig even deeper into helping listeners get to know their brand story. [7:30] As the world becomes more and more divided with our political beliefs and us-vs.-them mentality, it is tougher for marketers and brands to navigate how and where to reach their audience. [14:28] Dan's mission is to create opportunities for media and marketers to be rewarded for bringing people together, rather than only benefitting when we are engaged in canceling and arguing with one another. With how strong the Twitter lynch mob mentality is now along with media bias and corporate influence, we have a long way to go. [19:27] Outrage industrial complex is a strategy that wants to keep us divided with the belief that you can make more money when people are outraged and pitted against each other. [20:00] The purpose of the Media Roundtable is to put a higher premium on words that advance ideas and bring people together to solve those programs. They have members of the media, creators, and brands that are interested, sign a pledge to use their talent and platform to unite rather than divide. [30:45] The Media Roundtable provides a place for thought leaders and marketers to broaden the discussion of how we can have a civil discourse and less a polarizing, monosyllabic, biased one. [48:18] It may be a challenge, but we first could have to make it in Facebook and other corporations' interest to create a financial model where people are rewarded for balanced, fair, and nuanced conversations.   Quotes: "The very nature of the podcast listener is looking for different things. They are not afraid to be at the tip of the spear of a new way of doing something." "News is better served when it's even-handed." "We gotta deal with each other, and we gotta keep dealing with each other." "There is a market for the longer, nuanced conversation, we just have to do work and be patient that it will work out and pay off over time."   Mentioned in This Episode: Media Roundtable The Divided States of Media Ad Fontes Media Bias Chart National Institute of Civil Discourse Oxford Road The Reverent Blue Line

Rick Parkhill joins the show to talk about his time as the founder and prior CEO of iMedia Communications, which launched in 2001. Rick talks about how iMedia helped build community and produced an event where everyone was encouraged to drop their agendas and just connect for the greater good of the industry. Rick was a founding executive at Interactive Marketing, Inc. and founded Digitrends, along with InfoText and Brand Storytelling.   Takeaways: ● iMedia emerged in the midst of the internet explosion in 1999 when many of the internet companies washed away. ● Their first day of business was September 11, 2001, and after that major tragedy, they moved forward with building jobs for people and creating commerce for the community. ● Although he will never take all the credit, Rick definitely helped build the digital marketing industry, along with the help of many other iMedia longtime moguls. ● Rick discusses doing a roadshow for clients to explain what search was, and how it would impact them. ● The iMedia events were a space where people were invited to leave their agendas behind and connect in a nonpolitical realm. ● Rick handles big egos like none other, and he has some pretty good stories about them at iMedia events! ● Rick sold iMedia, and it did change in the way of personality and feel, but that is to be expected anytime a sale takes place. ● There are still a plethora of opportunities out there for content creators to get hired by brands. They are constantly looking for professionals to create entertaining and informative material for their product or service.   Quotes: ● "There are massive egos at play, like entitled obnoxious jerks, like me!" — Kevin  ● "We were true to our mission, to help the industry grow in a healthy way." ● "You serve the community, and as an event producer your industry will do fine."   Mentioned in This Episode: iMedia  Rick Parkhill LinkedIn Brand Storytelling

Sir John Durham is a living legend in the digital business and one of the true godfathers of digital marketing as we know it today. He is the Chief Executive Officer and Managing General Partner of San Francisco-based marketing firm, Catalyst. He has also held many roles in marketing and advertising at companies such as Jumpstart Automotive Media, Carat Fusion, Winstar Interactive Media, and MapQuest.   Takeaways: ● John is an industry leader and sought after speaker. He is also the CEO of Catalyst SF, a brand strategy firm that provides marketing services for startups and brands. ● A 'Durhamism' is a snippet of knowledge that reflects John's values, beliefs, and wisdom. They are special because they are his personal opinion and thought, and all are welcome to agree or disagree, and to use it at a time where it syncs up with their thoughts and feelings. ● John posts his Durhamisms Monday–Friday and loves getting messages from his followers and friends telling him how they impact their particular life and situation.  ● It's okay to be curious and childlike. Remember that we don't save lives in marketing, and there is nothing worth losing your mind about. ● John endured a severe illness but he stayed focused on joy and gratitude. ● Great marketing professionals put themselves in the place of the customer. What they want, what's in it for them, and how it relates to the messaging about whatever it is they are trying to sell. ● To someone with great values like John, it doesn't matter how much money you have, it matters how you treat people. ● Approach day one at a time, with joy. ● Travel is good for perspective. We should have pride in our country but also curiosity and respect for others.   Quotes: ● "Always put your mind in the customer['s place]." ● "When I travel, I appreciate where I've been." ● "Smart people make us smarter." ● "The most important trip you may take is meeting people halfway."   Mentioned in This Episode: CatalystSF @catalystsf Medium