Bueno, primero de todo, obviamente, hola a todos y gracias mucho a Scott y Tamar también
por invitarme aquí y a Itnik para los grandes espacios.
Entonces, esta presentación creo que va a ser un poco diferente de lo que has visto,
porque voy a decirles un poco sobre mí, porque este sujeto es bastante personal
para mí, y eso es cómo Scott decidió que deberíamos hacer una presentación sobre
esto, porque he escuchado mucho sobre esto, B2BB, para ver si estoy seguro de lo que
estás haciendo, y eso es lo que voy a preguntar, ¿es todo un mercado o no?
Marketing.
Ends up, ends up, ends up, marketing, ¿ok?
Si no es marketing, ¿qué estás haciendo?
¿Puedes preguntar?
Sales.
Sales, ok, eso es loco.
¿Alguien más?
¿No es marketing?
No es marketing.
Media.
Media, ok.
Sales.
Sales.
Perfecto, ok.
Entonces, creo que esto va a hacer sentido para las personas sales también, así que es bastante
cool, y...so, first of all, let's say it is a weird title, and I know that everybody
was like, wow, ok, why warning, and why is all this about, because I mean we are all
human, right, and I'm sure that you all know that you are human, but we do forget when
we do business, we do forget that we're dealing with humans, right, ok, we all go into these
strategies of, I don't know, things that we read and we're like, oh, we'll do this, we'll
do that, but you're dealing with a different human, right, and so it's not going to be the
same as the strategy that you read, it's about other personas, right, so we're going to
talk a bit about how I got here, and why this is such a personal subject to me, and
why I think that I want people to change their mindset about this, ok, so I've tried and
failed many things in my life, ok, but I was living in Barcelona, I was in London, sorry,
I was a hipster, you know, in East London, I thought I was one, and moving to Barcelona,
obviously you can't call yourself a hipster, I think, here, because it's just a cool life,
right, you're a hippie, you're just, it's the sun, you know, you do whatever you want,
you're cool, right, in East London, in Brick Lane, you know, it was all about being hipster
and going to these events and stuff like that, so I was in music before that, and then I was
doing marketing for music, for studios, and then I got into a media group, so we're going
to start with the media group part, because it led me to a marketing manager role in a
publishing company, it was a media group publishing luxury lifestyle magazines, and this had about
17 area focus magazines with local content, so all their areas of London had separate magazines
with their local content, and they had four specialist magazines, like Absolutely Mama,
Absolutely Weddings, Absolutely Education, so basically it was things for, how can I say,
for rich consumers, right, if you were a bit posher in London, if you could afford to go
out every day, which in London is quite expensive, then you'd be reading these magazines, so
who was buying ad space, it was restaurants, fashion brands, bars, venues, organic food,
shops, bars and more, so anything that you can think about that can be targeted to a
luxury audience, okay, so basically we were dealing with consumers, they were reading our
magazines, but then businesses were coming to us to ask for ad space, right, so I don't
know what you would call that, you know, so we were doing B2B and B2C at some point,
but from the advertiser's point, the person that, from a business that was buying ad space,
they saw it as a B2C, right, because they're trying to get to a consumer, and we're just
a channel for them to get to these consumers, so what happened here is that I think the
line between B2B and B2C start to blur a little bit, right, okay, but it was easy,
because on one side it was businesses, one side was consumers, and we were in the middle,
so things start getting a bit different, because what I did, I took on a bigger task for myself,
and I started the digital department of this company, so this company was a bit old school,
you know, printed magazines, and you know printed magazines sadly is going down, and I mean maybe
it's good because we have digital work, we don't have to kill trees, we don't have to
do paper anymore, you know, everything's on your phone, it's on your iPad, right, so
what happened is that we started this digital department offering B2B services, right, B2B
services to who, to the people who were already advertising with us, okay, so we're offering
them marketing campaigns, we're offering them different, different B2B services, very digital
orientated, Facebook ads, you know, the classics, right, okay, anything that you can think that
this agency could provide you, so I've been coming to Barcelona a lot in these times
that I lived in London, and it was my favorite holiday destination, and I don't know, I can
ask, I'm sure that a lot of people are not from here, and they moved here because it's
been your best destination, and you're like, yes, we're going to live in Barcelona one
day, so it took me a while, it took a few years to find a good job, you know, as you
know the economy was quite bad, and so I did finally get a chance, and I moved to Barcelona,
so after about, I think it was about 1,000 miles, 1,600 km, and that took about 22 hours
of driving in a truck, so the whole house was in the back, you know, and it was really
funny because we had a truck driver that didn't speak a word of English, so he was driving
and we were learning Romanian with him because the GPS was in Romanian, amazing, right, and
he wouldn't understand, we were like, we need to stop, you have to show everything, it was
quite funny, but finally we got to Barcelona, that was us, with the dog and the girlfriend
in the truck, so I'm making it personal so that I want you to relate to this, right,
so I got this head of marketing role here at Talaia, which somebody from Talaia just
walked in, so Johan, thank you for coming, and so I got this job in an amazing software
as a service company focusing on big data for telecommunication companies, or telcos,
and so what started happening here, that it was a great company, and I was like, okay,
I've been dealing with a lot of consumers, a bit of business, but it was advertisement,
they were calling us, because they wanted to advertise with us, so I was like, okay,
what am I going to do here, what would a marketer do first, I don't know, so a marketer,
what would he do first, I think he would understand the product, the company, the business, the
product, and you have to be nice to your colleagues, that's rule number one, and you need to start
marketing basically, to learn what you're going to do, so I've read a lot of B2B stuff, because
I was like, okay, this is a software as a service, I never worked for a software as
a service company, it's very techy, it's computer networks, I was like wow, okay, I knew luxury
magazines, it was so much easier, and I was the head of marketing, these guys, they expect
a lot from me, and as an amazing startup, they got an amazing round from Horizon 2020,
about 1.4 million euros, and Johan himself actually brought me from London, he said mate,
has that come to the company, you're going to be the head of marketing, I was like okay,
cool, yeah, it looks cool, but I didn't know what I signed up for, but somehow I had to
make it work, and you don't want to look bad, you've got a job in your dream city, and
you can't go back, so who were targeting, that's what I had to find, and what do you
do, you do personal sessions, you find your personas, you do brainstormings, you check
the data, there is already a bit, you check the customs, there is already, there was about
25-30 customers, so you check all of them, you start understanding some common ground,
and then suddenly we found out that there was network engineers, that would test the product,
and the network engineers, they would find the solution, they would be like okay, yeah,
we like this, they would go to their CTO, or to their CEO, and they would be like look,
this is the product I want to operate the network with, and the CEO or the CTO would be, okay,
I like it too, here's the budget, get it. So the C-U-S-E-T-O is things that we all know
a bit better, but I didn't know network engineers, I knew there was a Wi-Fi box before that,
oh wow, yeah, my Wi-Fi works, my Wi-Fi doesn't work, so suddenly going into network engineers
and trying to figure out who network engineers were was one of the biggest challenges, because
they don't like ads, okay, they're not as social as many of the other personas that
you deal with, right, I mean we're all geeks, okay, but they like just networks, right,
they see it in a network room and they operate this network, they're very smart people and
they don't want to talk to you, right, they don't want to talk to you, so it was very
tough, and so the thing that happened here is that I came from that background and I
was just purely B2B, let's say, right, and if I looked at it from a B2B background,
I tried all these things, and I tried these strategies, I tried the LinkedIn ads, I tried
all these, but we did it quite quick, because I was like, you know what, we're not going
to spend time, because I don't know, and if you start spending time three months on
a campaign and you're going to learn something at the end of the three months and it fails,
you're going to be like, oh shit, three months is gone, you're possibly going to get fired,
I'll tell you that, you know, you're possibly like, it's been three months, what are we doing,
oh I'm still testing now, that's not going to work, okay, that is true, you need to be
quite quick, especially in the startups, you know, and tech world, every week marketing
changes first of all, right, the tech changes, so you have to adapt to it, so what happened
here is that the classic B2B strategies, or the B2C strategies that I knew, didn't work
at all, okay, and I was completely lost, I was like, oh shit, what are we going to do,
so I took a different approach, I was like, I'm going to forget about all this, okay,
y now I'm going to take a H2H approach, what is a H2H, it just sounds like a formula, it's
like a special formula, no, it's not, it's very basic, it's human to human, okay, it's
interaction, which you do every day, you know, you came here, I saw a couple of you, you
were talking, you had a beer, you cheers, you know, that's human to human interaction,
and exactly having this strategy and trying this strategy for myself, which is not even
a strategy because you invent your own strategy, because you find you're human, you want to
talk to, I want to speak to Fabio, I'm going to get to know Fabio, I'm going to know what
he likes, you know, what he doesn't like, and how can we benefit him, how can we give
him features, right, and this is how I think we did a good job, and then the marketing
department took over, you know, and it started to bring some leads, and sales would close
him, salespeople, right, and it was quite interesting, but so I said about H2H, but I don't want
anybody here to think that H2H is something that I invented or something like that, okay,
I'm not that cool, okay, so it was about 2013, 2014, if I'm not, yes, about 2013, 2014,
it was Brian Kramer, right, Brian Kramer wrote a book, and he said, what did he say, is
it coming, yes, he said I don't care what language you speak, who your brand is, or
what message you're trying to send, we all need to speak more human, okay, it makes sense,
no, right, so with this quote that I found back in the time as well, I was like, okay,
you know, I'm not going to think about this B2B, B2C guidelines, and I do recommend here
everyone to not spend time on these things, okay, because a lot of people, I mean, I'm
not going to be giving you examples, but I've been to many, many events, you know, it was
ah, B2B, B2C, is that made, you know, time's going, you know, you need to try, you need
to test stuff, you don't know B2B, B2C, you've read it in a blog post, because somebody had
to write a blog post, you know, and it was ah, B2B, B2B, the other one was ah, B2C, B2C,
no, actually it's the same kind of thing, so as marketing evolves as well, you know,
we really need to find one-on-one relationships, okay, because we got so much spam, okay,
we have so many channels now, I mean, on your phone, on your mobile apps, how many apps
you have for social media, you know, how many notifications do I get, do you really read
them as well, I go like that, and then close it, no, that's what happens usually.
So this took on a different level, and the customers wanted to be spoken on their level,
network engineers, CTOs in networks, in ISPs, Internet Server Providers, MSPs, so it was
very, very interesting, because I learned a lot, and this is why it became a very personal,
I don't know, how can I say, it was a personal challenge that I had, that I had to win this
challenge, I couldn't be stuck with this.
Okay, so what we did here is that I learned something, okay, and I'm not going to separate
it as B2B or B2C, but I'm going to tell you some guidelines that you should not forget
and then you can do it.
So businesses, okay, you need to focus when you're talking to a business, okay, you need
to focus on benefits, right, because you're not talking to the business itself, you're
talking to somebody in the business, and you're like, okay, this is going to benefit your
company in this way, you're going to have 20% better profit, you're going to have ROI,
blah, blah, blah, you know all these things that we say.
But then you have an app, okay, we have very cool friends here that has really cool apps,
and consumers, if you want to call it, other humans, I would call them, that uses them.
So these consumers that we call, they like features, why, okay, how is it, what can I
do with this, you know, I'm at home, how can it make my life easier, okay, and that's
about B2B, B2C, for me this is it, okay, so forget about all the rest, put that in
your mind, and then do your own techniques with this, okay, because that's how you're
going to find your H2H message approach, okay, you're going to find your humans, and usually
you'll find something similar between them, okay, they love networks, you know, they love
their boxes, you know, you'll find that, it's interesting, they like a lot of lights going
in, you know, they love wifi, whatever, and everybody finds somehow their own thing, okay,
so it is true that business, business doesn't have emotions, you know, a lot of people were
telling me, oh yeah, but you know, businesses, yeah, businesses don't, but the people that
are making the decisions, they do, okay, so a CEO, CTO, whatever, even if you're doing
a big deal, you know, over that business, they still have emotions, these people still
like something, they still go home, they still have families, you know, so this is how you
have to think, you can't just think that, oh, it's a business, we need to approach
him very professional and this is it, no, that's not how it goes, because the person
is going to make that decision, he's going to have to relate to you somehow, you're going
to have to relate to him, and this is the way that you'll win over his business, okay,
so marketing, whether I start understanding, it should not be complicated at all, okay,
it should be very simple, it should be very simple, and it should be very authentic, okay,
and why I'm saying authentic, because it should be for who you work for, okay, it should be
the product you're selling, or the app, whatever you do, it should be for you, okay, so don't
read all these B2B, B2C, oh yeah, I'm going to try this, no, try your own thing, okay,
so we're going to come to that, so I think what we need to do as well is we need to
focus on relationship with customers, okay, with your customers, we need to learn more
about these customers, okay, so these are the basic things if you do want to have a good
H2H approach, okay, we need obviously marketing automation, so there's an amazing marketing
automation software here that you can talk to him at the end of it, if you're looking
for a cool software, I really liked it, so I'm being honest, it's not just a promo for
him, and you need to get insights using social media, even these CEOs, CEOs, they have their
own personal accounts, they like Tesla cars, they like to go to Legoland or whatever with
their kids, you can start getting some data out of social media, and don't use it just
for spamming people and stuff like that, but get data out of it, and try to find what they
like, what do they follow, what do they retweet, and this will teach you a lot about them,
and then what you can do is you can speak the language, okay, this is very, very important
because sometimes we're like, oh yeah, this is how I'm gonna do it, no, because he doesn't
understand it, when I came for network engineers, I didn't speak this language, you know, I
didn't know what, as I said, we were doing NetFlow, we were doing IP fix, I don't know
what, I didn't know any of these, so what we had to do is, I had to learn this language,
so I sat down, thanks to Johann, he gave me a little chart, he explained me the wifi, he
explained me what was behind it, why is it faster, why is it not, and I was, oh wow, okay,
now maybe I can speak to them, maybe I can do a message, and they will understand it,
and then suddenly our messages got better, our content got better because we were speaking
their language, and they were like, oh, this guy knows, this company knows, so that was
quite exciting because it was like a revelation, and it was like wow, okay, so my question
now, yeah, this is a great question, okay, and I do really want you to answer honestly,
okay, when is the last time you bought a product or service as a business, okay, can somebody,
okay, nobody, when did you buy a product or a service as a business, have a think about
it for a second, okay, okay, that's a challenge, I wasn't expecting the office space, okay,
because it's a product or a service though, so, I mean, yeah, office space could be a
service, but it's a location, it's not, yeah, is it, okay, Scott is challenging me, okay,
well I was gonna say never, okay, yeah, because you never actually bought it as a business,
for the whole team, exactly, for the whole team, this human, that human, where is he
gonna sit, you know, where's Clemens gonna sit, where's that guy gonna sit, okay, well
no, to be honest with you, when you think about it never, because you are not a business,
okay, I mean, if somebody tells me I am a business, I don't believe that you are not
a business, okay, you are a person, you are a human, inside a business, that maybe represents
a business, okay, maybe wants to benefit the business somehow, okay, and goes buy something
for the business, you try it, you buy it, okay, so, that was quite funny though, and since
we are inbound BCN, right, thank you, we are gonna talk about why inbound equals H2H,
okay, it's very basic, I'm not gonna go very into details, because as I said, I don't
wanna give you a strategy and then you go try it, I really want you to create your own,
you know, I want you to come back one day on my link, they say, oh yeah, we tried this,
this is cool, this didn't work, that's cool, you know, you've tried it, okay, so I think
inbound NH2H is really pain focused, okay, so what is the pain of this person, this human
in this business, or this person with his app store, you know, what app does he wanna get,
what does he wanna fix in his house, okay, or what this person in this business wants
to do, what does he wanna benefit from, does he wanna make money, you know, does he wanna
save money, or does he want a time management tool, you know, but it's again another human,
okay, I think this should be very persona based, okay, this is one of the things, I mean,
you all heard about this, this is, you know, this is one of the craziest things, HubSpot,
inbound, everybody keeps talking about personas, personas, you need to build your persona,
which is very true, you do need to build them, even if it's, you know, it's not real personas
at first, but you will slowly edit them and define them and then suddenly you'll meet somebody
at a conference and you've done a persona, you'll be like, oh fuck, that's him, I've written
about him, oh shit, he walks like the guy I imagine, you know, he talks like him,
that's him, he's got that, you know, it's funny, this happened to us, you know, so we built
these network engineers and so on, and we went to Mobile World Congress, you know, I met
a guy and he's like, I'm a network engineer, I was like, fuck it, I know you are, I know
you are, I dreamed about you, you know, for a few months, because it was a challenge for
me, so it was, it's like a nightmare dream, you know, it was quite funny, and when I saw
that guy, I explained him, he laughed, I was like, yeah, I know you don't like ads,
he's like, yeah, no, I have ghostry, I have ad blockers, I don't like this, you know,
I know that, you know, and finding these kind of things really saves you a lot of time,
okay, it will save you a lot of time and a lot of money, okay, and I think also the search
is quite important, why we say search, okay, when I say search, it's not searching for
people, but it's inbound marketing optimizes your website, right, okay, but what does it
optimize it for, people are like, oh, yeah, it optimizes for Google search and stuff like
that, no, actually no, because that's second, okay, secondary is Google search, first, you
optimize it for the human to like this website, to like the content, you know, to adapt to
this content and to relate to this content, so Google comes second, trust me, I mean,
in this way we worked, and it does work, because if you think about the human, how they're
searching is better than Google algorithm, because you know them, okay, you don't have
to know the Google algorithm, which basically you do a little bit, but if you know them
and how they search and who they are, you can get to them, much easier.
And another thing obviously that we always talk about is user experience, and your company's
website, it should definitely first focus on providing a remarkable user experience,
okay, and why a remarkable user experience, because you don't want them to, sorry, I'm
just going to turn this a bit, you don't want your visitors like a single human, you know,
to be like, oh, yeah, I didn't like it, I left, single humans that come to your website,
they want a complete experience, okay, they want to get to know your product, they want
to know why they would benefit them, they want to know the pricing if necessary, right,
and they want to buy it possibly, and if they buy it, it's amazing for you.
So if you can build that whole experience, you can just do self-service, okay, and it
does serve itself self-service, we did it, and we had trials, they would go into the trial
themselves, it's amazing, when you build something that is self-service, you don't have to worry
about building it, you just have to worry about doing little tweaks, right, and obviously
everybody always talks about analytics, and why analytics is important, because everybody
gets lost about analytics as well, there's too much data now, you know, I have, I don't
know, five, six tools, even at work now, that gives me data all the time, and I go, oh,
wow, numbers, numbers, great, but if you can't get something out of these numbers that really
benefit you, you just have numbers, you just have numbers to show, oh, yeah, yeah, we have
many numbers, amazing, well done guys, you know, you got numbers, what do you do with
these numbers, okay, and what I care about these numbers, that inbound marketing actually
focuses on a few numbers, okay, not many, the website traffic, the page conversion,
the social reach, okay, and this data does exist to better connect with your humans,
okay, for the humans that you are targeting, so this data, you should use it for that reason,
okay, and sales guiding, okay, so we've spoken a lot about marketing, about personas, and
why am I speaking about sales guiding now, because humans, they don't want to be sold
to, okay, you don't, when in a street, somebody came to you and tried something, no, sorry,
I don't have time, you know, oh, sorry, I can't speak to you, they're trying to sell
you something, you don't like to be sold to, okay, you like, what do you like, you like
when somebody finds your pain, and they want to give you a solution, they want to solve
this pain, okay, this is the most valuable business, okay, it's when you find a pain,
you want to solve this pain, okay, and your sales process should definitely reflect this,
okay, the user behavior, your sales behavior, your salesman's behavior should reflect this
as well, I know a lot of salesmen, you know, they do their own thing, it doesn't work,
but when they start thinking about the human they're interacting with, and they speak their
language, and they ask about their things first, what are they, pains, you know, what's going
wrong with you, like, how can I help you, how can I help you, it's an amazing thing,
and as Scott said, I run online geniuses, and online geniuses we have one question when
everybody comes in, if you came to the event, and my partner of online geniuses is here,
he will know himself as well, how can we support you, okay, so we ask this question because
karma, karma is a bitch, okay, so if you support each other, I know you support me one day
in something, so we do that with online geniuses, but what do you do that with customers or
with potential customers, you support them with something, you fix their issue, they'll
pay, they'll pay, okay, they won't even ask you the price, oh that's too expensive, no,
you fixed a pain that they have, okay, if it was in a business they're paying, okay,
you fixed something and you've benefited them, if they're just a person in the street and
they're not representing the business, or they're not inside the business, you've given
them a feature that saves time, okay, that saves their lives, and they're like, oh fuck,
I'll give you money, maybe I should not use F words with getting recorded, but happens,
all right, and so Seth Godin, everybody knows Seth Godin, and he said something, like he
says a lot of things, not always I like, he just talks a lot, he's got many books,
right, but he said something that is very true, so he said, so the challenge your face is
now clear, you must have a consistent, authentic story that is framed in the terms of worldview
of the person you're telling the story to, okay, your story must be robust and honest
and transparent and you have to be prepared to live it out loud, okay, so I hope that
everybody's really understanding this, okay, so you find this pain, okay, you make a story
about it, okay, you frame it in the terms of this person, okay, so they understand that's
the language part, okay, and you should definitely not be shy about this story, okay, you should
shout it out loud, and this is how content go viral and stuff like that, okay, if you
shout it out loud, people will attach to this message, and they will, oh yeah, these guys
fix something for me, and your business will go like that, man, it will grow, so at this
point, ah, okay, we go back again, all right, good, so at this point what happened, we talk
about B2B, B2C, that doesn't exist, okay, it doesn't exist because we said businesses,
benefits, okay, consumers, features, so what happened here, it's B2B plus B2C, what happened,
obviously it's equal to H2H, right, okay, so this is basically what happened, but there's
no H2H, okay, so it's just H, okay, so it's just humans, okay, so not human to human,
it's just humans, it equals a human, there is H2H, there is no coming, okay, so some
of you now are wondering, you're like, okay, this guy just talk shit and stuff like that,
and maybe I'm not giving you a really valuable information, but I think I did because you
are gonna go back, hopefully, that's my goal, is that you guys go back, tomorrow is Friday
so everybody's not gonna work very hard, okay, and it's very hot, so Monday hopefully, you
know, with the hangover of the weekend and stuff like that, you're gonna be like, you know
what, okay, I'm gonna forget these guidelines that I had and stuff, I'm gonna get to know
these guys, and I'm gonna create my own strategy, okay, and I'm gonna speak their language,
and I do want people to do this, why do I want that, because, as I mentioned before,
the leads that you get, they're very different than other people's leads, okay, your hottest
lead is different than his hottest lead, very different, they're not, they don't think the
same way, they're not gonna interact the same way, one is a grandmother, I don't know where,
and one is a network engineer geek, you cannot try the same things guys, you know, we read
these things, oh yeah, there's a new B2B strategy, there's a new B2C strategy, no, there isn't,
okay, you should go invent a strategy, please do it, okay, and upload it up and be proud
of it, and shout it out loud, okay, and so there is a thing that I keep saying to some
people that would know me, and it's about fail, okay, but fail quickly, what does this mean,
and nobody likes to fail, we don't like to be failures, do you like to fail, not really,
because then you're like, oh shit, I'm a failure, you know, your mama told you when you were
a kid, you're a failure, I didn't do you right, you know, but failure is great, when we do
our marketing, it's great, why, as mentioned before, don't fail in three months, because
you'll definitely fail, if you fail in one week, you will learn something, okay, you will,
oh, that didn't work, what didn't work, if you get that, you're not gonna do that mistake
again, the second week, your messaging, your marketing strategy is already gonna lose one
failure that you did, so you're never gonna make that mistake again, okay, this is very
important, I think, and if you do learn it quickly, you'll test things very, very quickly,
and this will get you results very quickly from your test, and with this result, with
this result, you can start making decisions for the future, and in a month's time you'll
have four or five failures, suddenly you are much, much, not smarter, but you are smarter
in your persona's relationship, so you'll get to know them suddenly.
So how did I start failing, everybody asked that, I am very, very proud of my failures,
I'll be honest with you, and as I mentioned before, I tried different channels of advertising,
I tried them quickly, if they were scalable, if we could get more leads, if we could, this
lead would convert, I failed, if I failed, I ditched them right away, and I learned something
from it, okay, and I took that learning from it, with me, I ditched the rest, and then
I applied it to another channel, to another thing, and that channel started working even
better, and I was like, oh wow, it's getting better, it's getting better, you know, the
company liked me more and more, okay, because we were doing proper marketing now, you know,
even if I didn't know network engineers, suddenly I was speaking their language.
So also, I've said a lot about quotes and stuff, I like quotes that make sense and
that you can relate to, so I think he's quite famous, right, he said I have not failed,
I've just found 10,000 ways that won't work, so if you found 10,000 ways that don't work,
hopefully you found one way that works, right, okay, so go and do that, okay, I really,
I really want everybody to go and fail, okay, and then don't say oh, this guy told me to
fail, so I'm a failure, no, go, fail in one week, come back on Monday, be like yes, that's
it, I found it, you know, I'm a winner now, and you will all be, it'll take maybe a month,
two months, three months, maybe some of you are already winners, and I'm sure you are,
right, now I'm in a new company, I'm failing again, I'll be honest with you, I'm failing
again, and I like it, it's my second week, I'm failing again, and I'm like oh wow, okay,
because now I'm dealing with real estate, I'm dealing with marketeers in real estate,
in America, okay, they're not that techy, okay, they're a very, very different mentality,
they're lazy, okay, they wanna be in their car, show flats, villas, sell it, make a lot
of money, and that's it, so suddenly I'm failing, I still don't know, you know, first week
I failed, second week I'm kind of failing, but from the first week I already learned,
I'm like okay, these guys don't like this, hmm, okay, you know, even over the weekend
I was thinking about these guys, and I was like okay, I put myself in their shoes, you
know, I was like okay, I got a lot of money, I'm selling big villas, you know, I got a
nice Ferrari or whatever, I'm gonna show this 5 to 10 million dollar house to someone, okay,
and suddenly when you put yourself there, yeah, of course I don't wanna be on the computer
and this and that, you know, tag images, because that's what we do now, I'm at recipe.ai with
tag images for real estate, so with artificial intelligence and deep learning, and suddenly
I'm starting to get them, it's only second week, and the second week is not even over,
I'm starting to understand them, and if you do this quickly, you've got a lot of places
to go guys, you know, you're not gonna fail in the long term, fail in the short term,
don't fail in the long term, okay, because nobody likes failures, right, so everybody
always uses this word, okay, I love it as well, you optimize, you optimize, you optimize,
everything has to be optimized, optimizing what we do, optimizing the company's growth,
optimizing the messaging, optimizing ourselves, okay, this is important, and why am I saying
optimize right after failure, why, because we fail so many things, we've learned from
it, suddenly we're optimizing our next campaign, with the failures that we learned, and that's
it, so please go, fail quickly, and when you have time, find your LinkedIn or something,
tell me about your failures, be like oh yeah, I failed in this, and tell me about your non-failers,
your winning messaging, you know, your winner campaign, and be like wow, Tim, yeah, that
correct, please do, because I get a lot of people, you know, they're like, when you meet
people, they're like oh Tim, what's your best marketing tip, I don't have, because I don't
know your business, I don't know you, I don't know who you're talking to, I don't have any
tip, go learn, go fail, and then come back to me and tell me about it, so that I can
know about it, so that's about it, so seriously do, and go do this, fail, okay.