The Idea Climbing Podcast

By: Mark J. Carter
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  • Summary

  • If you’re passionate about bringing your big ideas to life and want actionable strategies for marketing, branding, sales, mentoring, networking and more this show is for you! You’ll learn from interviews with successful B2B thought leaders and entrepreneurs.
    © 2019 Mark J. Carter & ONE80
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Leadership Marketing Economics
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Episodes
  • How to Create Successful Entrepreneur Peer Group Experiences with Craig James

    How to Create Successful Entrepreneur Peer Group Experiences with Craig James
    Sep 25 2024
    Entrepreneurs have unique challenges to address. They need peer groups more than most people. We discuss how to create successful peer group experiences for entrepreneurs in this episode with my guest, Craig James. Craig has been running entrepreneurial peer groups for Vistage for many years (Vistage has over 45,000 members in 35 different countries.). He views it as a calling to help fellow entrepreneurs. When you think about the typical entrepreneur, oftentimes they’re operating in isolation and they’re wearing many different hats. When it comes to making big decisions, they oftentimes don’t have many people to tap into to get purely objective advice. Craig addresses those challenges and more! The Entrepreneurial Support Challenge When it comes to searching for support they might talk to a friend, they might talk to their attorney or maybe their accountant and so on. The problem with that is those people are being paid a fee and the entrepreneur isn’t necessarily going to get straight answers and certainly won’t be challenged in terms of their thinking. You get a lot of “yes men”, and that doesn’t do anybody any good. The benefit of a peer group as Craig has experienced is you can bring any issue you have, challenge, decision, an idea you want to run by people. You can run those things through a group of unbiased peers from noncompeting businesses in complete confidence and they have no skin in the game. They will tell you your baby is ugly (if that’s the case) but also how to make that baby pretty. In this episode we also cover topics such as: The importance of objective advice and the difference between objective and subjective Two ways to start your own peer group. Characteristics of successful peer groups and their membership. How to create a “safe space” to share personal and professional issues. How to develop a growth-oriented mindset as an entrepreneur. The creation of a successful culture for entrepreneur peer groups. How to grow your peer group faster and get on the fast track to getting your first new members How to maintain a successful peer group culture over time. …and other golden nuggets of advice! You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea” Click here for more outstanding interviews with entrepreneurs and thought leaders! About the Guest I’ve been a Chair with Vistage Worldwide, the world’s foremost CEO development organization, since 2016. My passion is leading high-performing peer groups whose members outperform their competition, and who develop themselves as better leaders. I’m grateful to be in a field which affords me the opportunity to continually improve my life and the lives of those I am fortunate enough to be working with. Prior to Vistage, I spent a decade in what is today known as the Fintech industry with organizations such as Thomson Financial, Wolters Kluwer, and Zacks Investment Research. I’ve held senior positions in both established enterprises and entrepreneurial ventures, and founded a sales performance improvement business. I was a Contributing Editor to The New York Enterprise Report, which was the leading publication for small business owners in the New York City metropolitan area until its acquisition by SmartCEO in 2014, and subsequent dissolution. From 2003 – 2005, I was an Adjunct Instructor at New York University’s School of Continuing and Professional Studies, and for several years was part of the organizing committee for the annual NYU Conference for Small Business and Entrepreneurship, as well as a breakout session presenter in each of those years. I was also a 5-year member and President of a local Toastmasters club. Connect with me on LinkedIn! https://www.linkedin.com/in/craigrjames/
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    23 mins
  • Brand Strategies to Have Your Clients at “Hello” with Kevin Perlmutter

    Brand Strategies to Have Your Clients at “Hello” with Kevin Perlmutter
    Sep 18 2024
    Have you ever had someone at “Hello”? Someone that understood your branding and service offering and wanted to work with you? I discuss how to do that with my guest, Kevin Perlmutter. Kevin is the Chief Strategist and Founder of Limbic Brand Evolution - a brand strategy and neuromarketing consultancy, and creator of Limbic Sparks Brand Strategy, which taps into emotional insight to strengthen connections between brands and people. Kevin has been working in brand strategy for many years. When he started his career, he was in advertising but quickly realized that he wanted to be in the customer experience part of the business. He learned different ways to bring brand strategy together. The Gap with Traditional Brand Strategy It wasn’t until he was at his next job working in a studio that creates sound and music for brands and entertainment companies that he got introduced to emotional insight and neuroscience-based thinking. Kevin created a research capability rooted in neuroscience where he learned about the limbic part of our brain and how people make instinctive emotional decisions that guide how they act, feel, and consume products and services as they relate to brands. He was on his way. Traditional brand strategy doesn’t address how to put emotional insight at the center of branding endeavors. Emotional insight is what guides us; it guides what we think and how we behave. Yet it’s often overlooked with most brand strategy campaigns. Kevin decided to create an approach to brand strategy that puts emotional insight at the center of campaigns. How and Why People Make Decisions Based on Emotion There’s a behavioral science truism which is “We buy on emotion and justify with logic”. Our brains are operating all the time at the subconscious level. We are deciding what we choose to think about and what we choose let go, moving on to the next thing that grabs our attention. We are emotional beings at heart and our brains are trained to guide us based on emotional instincts. If you’re interacting with a brand and it has a negative impact on you, that experience is going to be encoded in your memory longer than another generic, unemotional experience. We’re highly attuned to something positive, highly attuned to something negative, or we’re indifferent to the situation. You want your brand to create positive experiences and emotions with your target audience. We discuss how to do that. In this episode we also dive into: How to create instinctive positive responses that Kevin calls “Limbic Sparks” to have your customers at hello and keep them coming back for more. How to tap into peoples’ positive emotions instead of turning them off. The problems and pitfalls with traditional brand strategy and how to avoid them. How to have conversations that allow your brand to be relevant to your target audience. How to create shared emotional motivation. How to create a brand benefit and invitation rooted in what your potential clients are looking for. How to create “Limbic Sparks” and emotional attachment with a new service. How to create a meaningful benefit for potential clients and then a well-crafted invitation to bring them into your world. What type of people to reach out to and what research questions to ask them when you’re launching a new service offering. The fastest way for a brand to fail. How to build and maintain a successful reputation. How to keep people’s attention when you get it and how to stay top of mind. …and more golden nuggets of advice! You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea” About the Guest Kevin Perlmutter, Chief Strategist and Founder of Limbic Brand Evolution - a brand strategy and neuromarketing consultancy, and creator of Limbic Sparks® Brand Strategy, which taps into emotional insight to strengthen conn...
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    23 mins
  • How to Start and Market Your Business Podcast with John Golden

    How to Start and Market Your Business Podcast with John Golden
    Sep 4 2024
    Starting a podcast is no simple task. If you have the right strategies, it can be a fun, fruitful endeavor. I discuss how to do that in this episode with my guest, John Golden. John is a globally acknowledged Sales & Marketing thought leader, speaker, and strategist, has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Notes. Around 2020 John and his team were migrating their blog. The question “Does the world need more product blogs?” popped into their heads. They decided to do something different. John suggested they start an online magazine. They wanted to create meaningful and valuable content to educate people about niche business topics. They reached out to people to get them to contribute, but with a twist. John started interviewing them. He thought “Why would we create content from only our point of view when there’s global experts out there with genius to share. So, they started doing that. Their podcast was born. They wanted to bring experts’ expertise to the world and give those people a platform to share their genius with John’s audience. What’s the starting point? The place you need to start is with your “Why?”. Think about things like why are you starting the podcast? If you’re starting a business podcast and you think “I’m going to start this business podcast to generate leads for my business” That’s one way you can go about it. If that’s what you’re going to do, then you need to be very specific about who your target audience is and what will be of value to them. That decides what your interview topics will be. You must do your research and get intelligently targeted with your efforts. Otherwise, you’re going to start your podcast and you’re going to be frustrated because you’re never going to build an audience if your podcast topics aren’t focused on your audience’s needs. One key point? It’s better to have a small audience of the right people than a large audience of the wrong people. That’s when you must sit down at the beginning and answer “Why am I starting this podcast and what is the purpose of it?” Will you be happy with your podcast being very targeted and very niche or do you want to go broader? If you’re going to go broader why and how are you going to get there? Unfortunately, a lot of people just jump in before they’ve answered their “Why?”. That’s the first problem to avoid. We get into more things to avoid and strategies for business podcasting success during our conversation. In this episode we also discuss: How to discover and decide on a target audience. Great advice for new hosts. The importance of getting honest feedback and constructive criticism when you get started. The case for not using “canned questions” that you send to your guests ahead of time. How to embrace and be your authentic self as a host. When a new podcaster can expect to get traction with listeners and viewers. The qualities of successful podcasts needed for faster growth. Guerrilla marketing techniques and strategies to grow your audience base. The power of guesting on other peoples’ podcasts. How to approach podcasters to be a guest on their shows. How to sell yourself as a host. Once you get traction, how to maintain it and grow it for the long haul. …and more golden nuggets of advice! You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea” About the Guest John Golden, a globally acknowledged Sales & Marketing thought leader, speaker, and strategist, has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP!
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    23 mins

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