Jan. 17, 2026

Ep 172: Stop Pushing PDFs, Start Hosting Panels | Expert Guest: Lisa Shaw

Ep 172: Stop Pushing PDFs, Start Hosting Panels | Expert Guest: Lisa Shaw

Send us a text We map a partner-led framework that turns original research into an event-first engine for trust, relevance, and pipeline. From picking credible partners to unveiling findings on expert panels, we show how one study can fuel a year of targeted, high-signal content. • why original research beats AI‑generated content • how to choose partners with shared ICP and credibility • using customer language to shape survey topics • assembling minimum viable assets during fielding • unvei...

Apple Podcasts podcast player icon RSS Feed podcast player icon
Apple Podcasts podcast player icon RSS Feed podcast player icon

Send us a text

We map a partner-led framework that turns original research into an event-first engine for trust, relevance, and pipeline. From picking credible partners to unveiling findings on expert panels, we show how one study can fuel a year of targeted, high-signal content.

• why original research beats AI‑generated content
• how to choose partners with shared ICP and credibility
• using customer language to shape survey topics
• assembling minimum viable assets during fielding
• unveiling insights on expert panels without your team
• small events as strong intent signals
• feedback loops via platforms and post‑event surveys
• nurturing with themes, tools, and persona content
• translating practitioner–executive language gaps
• co‑promotion across newsletters, Slack, and LinkedIn
• timing a yearly research cycle for maximum impact

It’s not if this episode made things feel a little more doable. I'd love to help you take the next step with the booked-out blueprint. It's a practical, low pressure session to clarify your offers, your marketing, and what actually moves the needle. You can book yours through the link in the show notes. You don't have to figure it out alone.

Meet Lisa Shaw

Lisa Shaw is the founder of Devon Point Group, where she partners with global technology brands on research-driven thought leadership programs. A former journalist turned content strategist, she combines deep analytical skills with storytelling to create high-impact marketing campaigns. Her team's work has earned recognition from the Web Marketing Association and HSMA. Lisa writes about B2B event marketing strategy at MarTech.org.

LinkedIn | Website


My Booked Out Blueprint starts with a private 45-minute interview where I learn your business, your goals, and what’s actually holding you back. From that, I create a custom roadmap showing your best route to booked out—no fluff, just clarity. It’s $397, and if you move forward into Booked Out in Six, that $397 is fully credited. Book Yours Here.

Are you tired of prospects ghosting you? With a Gateway Offer, that won't happen.

Over the next Ten Days, we will launch and sell our Gateway Offers with the goal of reaching booked-out status!

Join the challenge here.

Join my events community for FREE monthly events.

I offer free events each month to help you master your business's growth through marketing, sales, systems, and offer strategy.

Join the community here!

Support the show


Schedule a Booked-out Blueprint >>> Schedule.
Come tour my digital home :) >>>Website
Wanna be friends? >>> LinkedIn
Let's chat every Tuesday! >>> Newsletter
Catch the video podcast on YouTube >>>YouTube
Join my event group for live events >>>Meetup


01:06 - Setting The Show’s Mission

01:36 - Introducing Original Research + Events

02:21 - Guest Intro And Why Research Now

03:52 - The Case For Partner-Led Credibility

05:21 - What Makes A Good Partner

09:55 - Use Customer Language, Not Jargon

10:53 - Assemble Assets: Minimum Viable Content

14:18 - Plan A Year Of Themes From Data

15:01 - Unveil At Events With Expert Panels

18:50 - Small Audiences, Big Intent Signals

22:57 - Event Platforms And Instant Feedback

24:50 - Nurture Continuously And Iterate

26:43 - It Works Virtual And In Person

29:29 - Co‑Promotion With Community Partners

32:43 - Harvest Insights And Bridge Gaps

37:43 - Timing Your Annual Research Launch

40:06 - Where To Find The Framework And CTA

WEBVTT

00:00:34.409 --> 00:00:35.929
Welcome to Marketing.

00:00:36.489 --> 00:00:38.089
I'm Sarah No Block.

00:00:38.329 --> 00:00:42.489
This show is made for solo consultants who want to get booked out without burning out.

00:00:42.649 --> 00:00:46.810
If you've ever thought, I just want this to feel easier, you're not alone.

00:00:46.969 --> 00:00:54.969
Around here, we focus on simple, sustainable growth that actually fits into your life so growth feels doable instead of overwhelming.

00:00:56.090 --> 00:01:01.609
I'm gonna take my shoes off, relax a little bit, settle right in.

00:01:02.250 --> 00:01:03.450
There we go.

00:01:04.090 --> 00:01:16.569
Um, okay, I'm really excited about this topic because I so we're talking today about original research and tying it into events, an event first strategy with that.

00:01:16.650 --> 00:01:18.170
And I haven't seen that before.

00:01:18.250 --> 00:01:23.449
So when I was looking at your form, I was like, ooh, I'm gonna learn a lot today.

00:01:23.769 --> 00:01:33.769
Yes, it's just a different channel and it's just a way to make the research more of an experience, like more 3D rather than something flat.

00:01:34.090 --> 00:01:44.969
Yeah, that's a whole different way than like I work with a decent amount of original researchers, and I haven't seen anybody apply it in this way.

00:01:45.129 --> 00:01:48.569
So before we get into all of that, can you introduce yourself to the audience?

00:01:48.889 --> 00:01:49.689
Yes, absolutely.

00:01:49.770 --> 00:01:50.969
I'm Lisa Shaw.

00:01:51.050 --> 00:01:52.810
I'm the founder of Devon Point.

00:01:53.129 --> 00:01:57.050
Um, my company works it's a small content strategy practice.

00:01:57.210 --> 00:02:03.609
My company works with um B2B tech founders and B2B technology companies.

00:02:03.930 --> 00:02:07.370
We focus mostly on original content.

00:02:07.530 --> 00:02:09.370
So my background is in journalism.

00:02:09.530 --> 00:02:12.409
I still write for more tech on event marketing.

00:02:12.729 --> 00:02:20.250
And one of the most important things that companies can focus on right now is the kind of content that AI can't reproduce.

00:02:20.409 --> 00:02:30.810
So by definition, event sessions, subject matter expert interviews, and original research are areas that it literally hasn't happened yet.

00:02:30.969 --> 00:02:33.289
So no LLMs can train on it.

00:02:33.930 --> 00:02:34.090
Yeah.

00:02:34.330 --> 00:02:35.770
That's where I'm focused, right?

00:02:35.849 --> 00:02:37.449
That's that's brilliant.

00:02:38.250 --> 00:02:39.849
That is absolutely brilliant.

00:02:40.169 --> 00:03:01.289
So similar thought process where it's like anything that AI can't do or replicate is where you need to focus because then you can use AI to make like to expand on whatever it is or repurpose whatever it is that you're creating, but create something original first because then that can't be duplicated.

00:03:01.450 --> 00:03:03.689
There is no original thought in AI.

00:03:03.930 --> 00:03:05.370
So I love this angle.

00:03:05.610 --> 00:03:12.250
Can you walk me through how to tie original research to an event?

00:03:12.569 --> 00:03:13.210
Absolutely.

00:03:13.370 --> 00:03:14.969
So I have a whole framework for it.

00:03:15.210 --> 00:03:16.409
Oh, I love the framework.

00:03:16.730 --> 00:03:18.730
And we all do.

00:03:18.890 --> 00:03:20.969
Every, every small marketer needs them.

00:03:21.129 --> 00:03:30.810
And you know, you do such a great job of bringing those resources to our community of small marketing teams where we are always stretched for resources, right?

00:03:30.969 --> 00:03:37.129
So yes, original research is one of those things where you think, oh, I really need a big team or I really need a big budget.

00:03:37.450 --> 00:03:41.129
And that's why this framework is organized this way.

00:03:41.289 --> 00:03:44.250
Because no, I'm gonna show you that you do not.

00:03:44.490 --> 00:03:47.370
Um, what you meet are friends, partners.

00:03:47.610 --> 00:03:49.770
And the partners are the focus.

00:03:49.930 --> 00:03:55.050
The partners are people that you work with for credibility and reach.

00:03:55.210 --> 00:04:03.530
And then they also are kind of the the cornerstone of the of the event process.

00:04:03.770 --> 00:04:04.730
So I'll start.

00:04:04.890 --> 00:04:06.890
If you want me to start to talk about the framework, I can't.

00:04:07.129 --> 00:04:08.090
Yeah, I'm dying.

00:04:08.409 --> 00:04:09.370
I'm dying to know.

00:04:09.530 --> 00:04:11.849
Like I'm I love partnerships.

00:04:12.090 --> 00:04:12.650
Go on.

00:04:12.730 --> 00:04:15.770
Yeah, so awesome.

00:04:16.089 --> 00:04:24.009
So research, the the framework is is called Blanche, and it's based on um leading with partners.

00:04:24.089 --> 00:04:26.170
That's the L in the framework.

00:04:26.490 --> 00:04:28.409
Lead with your partners.

00:04:28.569 --> 00:04:36.569
You really need to get your partners on board, and they're the ones who are going to be guiding the research because they're the ones who are close to the community.

00:04:36.730 --> 00:04:45.129
They're the ones who know where the pain points are, they're the ones who know really intimately their membership because they are there to serve their membership.

00:04:45.370 --> 00:04:49.370
Um, and you're like, okay, partners, how do you find partners, right?

00:04:49.609 --> 00:04:54.409
I was literally going to say, let's pause and let's talk about like what makes a good partner.

00:04:54.810 --> 00:04:55.129
Okay.

00:04:55.289 --> 00:04:56.810
So what makes a good partner?

00:04:57.049 --> 00:04:58.889
Somebody in your space, right?

00:04:59.209 --> 00:05:10.009
So when you think about partners, credibility and reach, you want to be able to partner with some organization that is already has your ICP in it, right?

00:05:10.169 --> 00:05:21.049
People who are going to benefit from the survey that you're doing or the research that you're doing, and also be an audience for you when you want to talk to them after the survey research is published.

00:05:21.289 --> 00:05:22.969
So chances are very good.

00:05:23.129 --> 00:05:26.969
Many companies have organizations that they partner with already.

00:05:27.209 --> 00:05:30.250
Um and you may have them, your executives may have them.

00:05:30.489 --> 00:05:40.089
Um, but if you don't, you know, you there's somewhere between 60 and 80,000 professional organizations in the United States.

00:05:40.729 --> 00:05:44.089
Those organizations serve members.

00:05:44.409 --> 00:05:57.609
And if they are in your industry or in your vertical, they would be great partners because they're focused on member services and you are focused on getting research that you can then repurpose in your marketing.

00:05:57.849 --> 00:06:05.609
Um, one of the other really great ways to find a good partner is something that you talk about in your masterclass and in a podcast.

00:06:05.849 --> 00:06:07.529
In niche communities, right?

00:06:08.250 --> 00:06:09.849
You go, I know, right?

00:06:10.089 --> 00:06:12.969
So quality over quantity, every time.

00:06:13.209 --> 00:06:21.849
If you get a few hundred really qualified respondents and a few hundred really qualified people, those are a good pipeline.

00:06:22.009 --> 00:06:27.289
Even if it's not thousands, they're really qualified and they're showing intense signals.

00:06:27.529 --> 00:06:30.009
So that's where we focus.

00:06:30.250 --> 00:06:34.489
That's why this is number one leading with the partners is so important.

00:06:34.969 --> 00:06:37.529
Okay, let's pause before we move to A.

00:06:38.250 --> 00:06:38.569
Okay.

00:06:41.529 --> 00:06:53.370
Um, so with the partnerships, you're looking for someone who has the same ICP as you so they can get them to participate in the survey.

00:06:53.529 --> 00:07:01.849
So you have their data, but you can also then share that survey result with those communities.

00:07:02.009 --> 00:07:08.489
And so you kind of have a leg up on whatever content you create from that research.

00:07:08.810 --> 00:07:09.609
Exactly.

00:07:09.849 --> 00:07:15.769
And they are also making sure that your survey topics are credible, right?

00:07:15.929 --> 00:07:20.409
So you want to make sure that what you're doing research on is not just self-serving.

00:07:20.649 --> 00:07:43.529
You really need you need to go into this in the in this frame, you know, frame of mind that you're going to create a piece of research that is not going to be talking about your company, but that you have leverage to talk about your company in a way that people who are who this topic resonates with will understand, right?

00:07:43.769 --> 00:07:46.649
You are going to go in as a thought leader at that moment.

00:07:47.049 --> 00:07:54.729
So that's why partnership is so important because they have the access and they have the credibility with those communities.

00:07:55.129 --> 00:08:01.689
Yeah, it is pretty ick when you're seeing something come out and it's just about the company.

00:08:02.009 --> 00:08:03.609
Like, what am I supposed to do with this?

00:08:03.769 --> 00:08:04.969
How do I apply this?

00:08:05.289 --> 00:08:05.449
Right.

00:08:05.529 --> 00:08:11.449
And as marketers, right, we have what um Hemingway called built-in BS detectors, right?

00:08:11.689 --> 00:08:12.329
That's true.

00:08:12.729 --> 00:08:13.609
We can smell it.

00:08:13.689 --> 00:08:15.370
We know we're living that life.

00:08:15.609 --> 00:08:16.810
We totally do.

00:08:16.969 --> 00:08:19.849
And it the mint, so here's a really good example of that.

00:08:20.009 --> 00:08:27.209
So for one of the projects that I did for a client, we got 83% of our responses came from our partner communities.

00:08:27.370 --> 00:08:33.929
Like we probably should have gotten this, but people weren't interested because it was a it was a we're a vendor, right?

00:08:34.009 --> 00:08:36.490
This client was a vendor and they they weren't trusting it.

00:08:36.570 --> 00:08:41.850
But when it came from their community, people were really interested in the topic because it was more credible.

00:08:42.169 --> 00:08:50.970
And one of the things that we did during planning of that research, we were using a term that the community did not use to describe themselves.

00:08:51.129 --> 00:08:59.129
And if we didn't have the partner to give us that insight, we would have gone out there with that like clunky term that would have turned people off immediately.

00:08:59.370 --> 00:09:01.769
Yeah, that's such a good point.

00:09:02.009 --> 00:09:06.090
And you can pull that tip into absolutely everything.

00:09:06.250 --> 00:09:21.129
If you're using jargon or phrase that you specifically use because you don't know what they use in their life or their job, it's gonna ring that spell for them because they're like, you're not one of us.

00:09:21.529 --> 00:09:22.329
Exactly.

00:09:22.569 --> 00:09:23.209
Exactly.

00:09:23.370 --> 00:09:24.730
And they know, right?

00:09:25.049 --> 00:09:26.409
Yeah, they know.

00:09:28.809 --> 00:09:48.490
Um, real quick before we move to the A, one thing that you can do, so not you, but you as the listener can do to make sure that you're using the right phrasing that your clients use is to pull the transcripts from your sales calls and the meetings that you have with them.

00:09:48.730 --> 00:09:59.610
And you can throw those transcripts into ChatGPT and ask, like, how does my ideal customer talk about X, whatever it is you're doing the research on?

00:09:59.850 --> 00:10:06.730
And you can find the specific words because you're using their transcript that they use, and then just mirror that description.

00:10:06.970 --> 00:10:09.769
That is a great use of Chat GPT.

00:10:10.329 --> 00:10:14.090
Um, yeah, transcripts plus chat GPT makes me very happy.

00:10:14.250 --> 00:10:16.490
And then this is okay.

00:10:16.649 --> 00:10:18.409
Now we can move to now we're ready.

00:10:19.129 --> 00:10:19.929
Now we're ready.

00:10:20.169 --> 00:10:21.049
Now we're ready.

00:10:21.289 --> 00:10:24.649
So A is for assemble assets, right?

00:10:24.809 --> 00:10:26.409
So the assets are everything.

00:10:26.569 --> 00:10:29.769
It's what your company is gonna use to build on this research.

00:10:30.009 --> 00:10:37.929
And while the research is in the field, you have to be making a plan, especially if you're a really small team, which most of your listeners are.

00:10:38.250 --> 00:10:39.769
Um, you need a plan.

00:10:39.929 --> 00:10:42.649
So you're gonna be putting together your assets.

00:10:42.809 --> 00:10:48.009
You you have to figure out, okay, what's my minimum viable content plan?

00:10:48.250 --> 00:10:48.569
Right.

00:10:48.889 --> 00:10:53.529
The minimum viable content plan is number one, the re the research report.

00:10:53.689 --> 00:10:55.209
I where is it gonna live?

00:10:55.289 --> 00:10:56.889
Is it gonna live on your website?

00:10:57.129 --> 00:10:58.490
Is it gonna be a PDF?

00:10:58.649 --> 00:11:00.329
Is it gonna be on a Notion page?

00:11:00.490 --> 00:11:01.689
Are you gonna gate it?

00:11:01.850 --> 00:11:02.970
How are you gonna gate it?

00:11:03.129 --> 00:11:05.370
Like all of those things you have to figure that out.

00:11:05.529 --> 00:11:08.169
Do you have the resources for design, right?

00:11:08.329 --> 00:11:09.769
So that's another expense.

00:11:09.929 --> 00:11:12.250
If you have the resources to do that, great.

00:11:12.490 --> 00:11:24.329
If not, you can create, maybe you can work with um a graphic artist just to create some of the data visualizations that are gonna be the foundation of your marketing, right?

00:11:25.049 --> 00:11:26.889
So that'll be a great investment.

00:11:27.129 --> 00:11:32.649
Um, once you've figured out where your report is going to live and whether or not it's going to be gated.

00:11:32.809 --> 00:11:34.009
So do you need a landing page?

00:11:34.090 --> 00:11:35.449
Do you need an inertian page?

00:11:35.689 --> 00:11:38.490
The next thing you need are a couple of blogs.

00:11:38.809 --> 00:11:44.649
Number one is the blog that's gonna basically encapsulate all of the research bindings.

00:11:44.809 --> 00:11:50.569
This is gonna be the number one piece that will have all of the charts and all of the analysis.

00:11:50.730 --> 00:11:53.850
It's gonna be your long form piece and you're gonna pull from.

00:11:54.490 --> 00:11:57.129
Um, make sure you have another blog on deck.

00:11:57.289 --> 00:12:01.449
And there are so many different ways to repurpose um research.

00:12:01.610 --> 00:12:07.129
And you can figure out is it gonna be something that you're gonna target to a particular member of your audience?

00:12:07.370 --> 00:12:10.490
So, you know, so that you have that to lead with.

00:12:10.809 --> 00:12:17.049
The next thing that you need to have is a webinar deck because remember, we're leading with the event.

00:12:17.289 --> 00:12:29.769
So you're gonna pull all of that together into a deck, and you're gonna be using those charts and those graphs from the research project, and they're gonna put those in a deck so that you're ready to go.

00:12:30.090 --> 00:12:37.610
Those graphics and those infographics, they're gonna be a key part of the next one, which is a social carousel, right?

00:12:37.689 --> 00:12:40.490
So all of the key findings will go in the social carousel.

00:12:40.730 --> 00:12:45.049
And then finally, the best thing that I recommend is having a lead magnet.

00:12:45.129 --> 00:12:50.409
When you go to an event, everybody likes to have it downloadable, like a little something extra, right?

00:12:50.649 --> 00:12:56.970
So you feel like, okay, I was heard and this is awesome, and I'm gonna get this nice little gift.

00:12:57.370 --> 00:13:00.490
Um, so all of that has to be done in advance, right?

00:13:00.730 --> 00:13:06.250
So that when you have your event, you're you're gonna launch, you're gonna be ready to go.

00:13:06.490 --> 00:13:11.449
So during this couple of months, so the surveys in the field, maybe six weeks, right?

00:13:11.529 --> 00:13:36.970
So you've got a couple of months of planning time that you need to put in and you're gonna put together a plan, a plan of assets and a timeline and your minimum viable content, you know, put it all, pull all of those things together so that once the research does start coming in, you can you can pull it all together and say, okay, did what we expect from the beginning actually happen, right?

00:13:37.129 --> 00:13:40.569
Where are our hypotheses validated?

00:13:40.889 --> 00:13:42.809
What does the research actually show?

00:13:42.970 --> 00:13:48.490
Are we going to be able to tell the stories that we thought we were going to be able to tell in our planning meetings?

00:13:48.649 --> 00:13:50.649
So that's gonna give you a good framework.

00:13:50.730 --> 00:14:03.529
So you're going out, you have some assets ready, you have a calendar so that you have a monthly kind of an idea of what you're gonna be talking about month to month because you want to make this stretch out for a year.

00:14:03.689 --> 00:14:05.689
You want a full year of content from this.

00:14:05.929 --> 00:14:07.769
So you have your themes, right?

00:14:07.929 --> 00:14:09.610
Every month is gonna be a theme.

00:14:09.850 --> 00:14:11.769
And now you've got this whole plan.

00:14:11.929 --> 00:14:13.610
It's already laid out.

00:14:13.850 --> 00:14:18.809
You don't have everything filled in yet because you're gonna let the data do the talking.

00:14:19.049 --> 00:14:20.569
So now you're ready.

00:14:20.649 --> 00:14:24.490
You're ready, you've got everything in place, and you're ready for your you.

00:14:24.809 --> 00:14:26.329
Are we ready to move on?

00:14:26.649 --> 00:14:27.289
I am.

00:14:29.850 --> 00:14:39.929
Okay, so you is for unveil, and we're unveiling the research at our events, and the research becomes a shared experience.

00:14:40.169 --> 00:14:43.049
And here's where we go back to our partners again.

00:14:43.289 --> 00:14:47.689
Your partners have relationships with the people who have taken your survey.

00:14:47.929 --> 00:14:55.370
They are influencers in their field or they're experts in their field, and they are going to be on your panel.

00:14:55.610 --> 00:15:02.250
This webinar is going to be them talking about the research in ways that only they can.

00:15:02.889 --> 00:15:09.209
The most importantly interesting to remember is who is not on the panel is you.

00:15:09.769 --> 00:15:16.409
Nobody from your company is on that panel because that's an instant drop in credibility, right?

00:15:16.569 --> 00:15:18.009
You don't want to be there.

00:15:18.889 --> 00:15:21.209
You are the thought leader behind it.

00:15:21.370 --> 00:15:22.569
You funded it, right?

00:15:22.730 --> 00:15:27.529
You are just as interested in the results from this research as anybody else.

00:15:27.850 --> 00:15:34.250
But if you put yourself on that panel, you automatically taint the credibility of the research.

00:15:34.569 --> 00:15:36.730
So that's the hardest thing.

00:15:37.049 --> 00:15:37.769
It's the hardest thing.

00:15:38.169 --> 00:15:39.689
Yeah, companies, right?

00:15:39.929 --> 00:16:40.920
That is the hardest thing.

00:16:41.000 --> 00:16:55.879
And I think that getting buy-in from an executive, I think that the the companies that I have worked with show a lot of faith because the executives are like, yeah, I can see that, but they have to understand why that's important.

00:16:56.279 --> 00:17:00.120
Because the research by itself is not going to promote your company.

00:17:00.200 --> 00:17:02.200
It's what you do with it afterwards.

00:17:02.440 --> 00:17:12.599
And the more credible it is and the more it resonates with the communities that you're trying to reach, the better able you'll be able to use that and repurpose that content afterwards, right?

00:17:13.639 --> 00:17:16.359
Yeah, that makes complete sense.

00:17:16.759 --> 00:17:34.119
I so now that you're walking me through it, I'm picturing this as probably more of like a mid-sized company that's doing this if they are funding the research and then having the um the influencers on the panel.

00:17:34.440 --> 00:17:41.799
It would be less someone who's like a tiny business, like a solo business.

00:17:41.960 --> 00:17:44.119
They're not going to be funding something like this.

00:17:44.200 --> 00:17:46.920
They'll probably be participating.

00:17:47.399 --> 00:17:47.720
Right.

00:17:48.119 --> 00:17:50.119
One of the survey participants, maybe.

00:17:50.440 --> 00:17:57.159
Or they could team up with others in the industry and do a survey that benefits all of them, right?

00:17:57.240 --> 00:17:57.879
By definition.

00:17:58.200 --> 00:17:59.319
Yeah, like a group.

00:17:59.480 --> 00:18:00.119
Yeah.

00:18:00.759 --> 00:18:01.399
Exactly.

00:18:01.559 --> 00:18:04.920
Because by definition, the survey is agnostic.

00:18:05.160 --> 00:18:09.480
The topics are topics that people in the community are interested in.

00:18:09.640 --> 00:18:16.440
And then each one of the participants and each one of the funders can then use that research to their own benefit.

00:18:16.680 --> 00:18:19.160
It doesn't have to be a big company, right?

00:18:19.240 --> 00:18:26.360
It can be a smaller company because remember, the partners that you're that you're working with, you're not paying, right?

00:18:26.600 --> 00:18:26.840
Yeah.

00:18:27.240 --> 00:18:28.200
They're getting the research.

00:18:28.360 --> 00:18:29.400
They're getting the end.

00:18:29.880 --> 00:18:30.360
Exactly.

00:18:30.519 --> 00:18:30.840
Exactly.

00:18:31.000 --> 00:18:33.480
You're organizing it and they're getting the research.

00:18:33.560 --> 00:18:36.440
So that's a value add for their membership, right?

00:18:36.519 --> 00:18:38.600
It's the very definition of a win-win.

00:18:38.760 --> 00:18:40.760
And who doesn't like a good win-win?

00:18:41.080 --> 00:18:41.880
Um, I do.

00:18:41.960 --> 00:18:42.920
I love that.

00:18:43.240 --> 00:18:45.480
And I think that makes so much sense though.

00:18:45.720 --> 00:19:05.640
Like for maybe people who are listening who are solo consultants, if you team up with other solo consultants that are going after the same ICP as you or dream client, um, that way you can get research that you can leverage for your own business, but you're also sharing the workload.

00:19:06.360 --> 00:19:07.320
Exactly.

00:19:07.640 --> 00:19:13.880
So one of my clients, they had they had a couple of partners that worked with them on research.

00:19:14.040 --> 00:19:19.160
So they did a couple of webinars because each one of their communities wanted to have their own, right?

00:19:19.320 --> 00:19:22.760
They wanted to have their own experts and their own people on the panel.

00:19:23.000 --> 00:19:28.200
So we did a couple of launches with that particular research project.

00:19:28.440 --> 00:19:36.520
And each one of those webinars only had 200 people register and maybe 40 to 50 people show.

00:19:36.760 --> 00:19:42.920
So it was really small, but those audiences were, those were intent signals, right?

00:19:43.080 --> 00:19:45.800
Those audiences were locked into that research.

00:19:46.120 --> 00:19:49.240
They were, they were, they were ready for it, right?

00:19:49.320 --> 00:19:56.360
They were ready for the follow-up that came afterwards because they had already expressed this is this is a serious pain point.

00:19:56.600 --> 00:20:00.200
And they heard that reflected back at them in the webinar.

00:20:00.360 --> 00:20:03.320
They heard it from experts they already trusted.

00:20:03.560 --> 00:20:11.240
So when we followed up, when the client followed up afterwards with, hey, we noticed this was an issue for you, they were ready.

00:20:11.320 --> 00:20:14.600
They were primed because we already heard their voices.

00:20:14.920 --> 00:20:24.040
So the webinar itself doesn't have to be hundreds and hundreds of people if those people are really um targeted in your ICP.

00:20:24.440 --> 00:20:24.840
Yeah.

00:20:25.000 --> 00:20:30.760
And I personally do not care about the size of how many people are at an event.

00:20:30.920 --> 00:20:33.240
It's who is at the event.

00:20:33.480 --> 00:20:35.240
Is it the right people in the room?

00:20:35.560 --> 00:20:36.360
Exactly.

00:20:36.600 --> 00:20:37.400
Exactly.

00:20:37.640 --> 00:20:44.600
So one of the other things that came from most of the um webinars, you do the satisfaction studies afterwards, right?

00:20:44.680 --> 00:20:46.440
The survey, how did you like this?

00:20:46.680 --> 00:20:54.840
And some of this, some of the some of these events become so popular that people are so gratified, right?

00:20:54.920 --> 00:20:59.880
That they're that they, oh wow, my pain point was reflected back and these people get me.

00:20:59.960 --> 00:21:01.720
I it's so exciting to hear this.

00:21:01.800 --> 00:21:04.280
Like these people are in the trenches every day.

00:21:04.440 --> 00:21:13.400
Um, we get great feedback, quality feedback, and we can use those quotes in social campaigns, which is another smart, right?

00:21:13.480 --> 00:21:17.640
It's just another source of just another source of great content.

00:21:18.200 --> 00:21:23.720
Quick question What event platform do you use for this where you get feedback right away?

00:21:24.120 --> 00:21:32.200
So um my partners that work on the platforms.

00:21:32.920 --> 00:21:34.760
Some of them are using Goldcast.

00:21:34.840 --> 00:21:36.600
Some of them are using Rev.

00:21:38.920 --> 00:21:44.200
I don't I don't know the tech stacks of all the different partners because we don't using different ones.

00:21:44.600 --> 00:21:45.880
They're all using different ones.

00:21:45.960 --> 00:21:46.200
Yes.

00:21:46.280 --> 00:21:50.040
I'm trying to remember some of the ones, but those are the two that popped out.

00:21:50.440 --> 00:21:52.520
I had someone from Goldcast on the show before.

00:21:53.000 --> 00:21:54.440
I see they're great.

00:21:54.760 --> 00:21:55.400
Yeah.

00:21:56.680 --> 00:22:07.000
Um, so for the little guys who are watching this, you can get automatic feedback using platforms like Demio or Butter.

00:22:07.480 --> 00:22:18.120
So those are two that I know that are interactive event platforms that also automatically request feedback from attendees.

00:22:18.760 --> 00:22:23.320
I have actually been on an event with a on the Butter platform, and it's really good.

00:22:23.480 --> 00:22:25.160
It's it's easy.

00:22:25.560 --> 00:22:28.360
Yes, I used Butter for a long time.

00:22:28.760 --> 00:22:37.400
It got a little glitchy to the point where I was like, I can't use this until the glitches are fixed because it would like bounce me out as the host.

00:22:38.200 --> 00:22:39.880
I have like 50 problems a lot.

00:22:40.200 --> 00:22:46.280
I'm like fix this and I'll come back because everything else I loved.

00:22:48.040 --> 00:22:49.640
Oh, that sounds so cringe.

00:22:49.800 --> 00:22:50.680
Oh my god.

00:22:51.160 --> 00:22:51.880
Oh my god.

00:22:52.040 --> 00:23:01.480
I got so lucky though, because I had some attendees there that are friends of mine and just stepped up and like talked until I was able to get back in.

00:23:03.400 --> 00:23:04.040
Yeah.

00:23:05.240 --> 00:23:05.560
Okay.

00:23:06.120 --> 00:23:06.760
Go on.

00:23:07.240 --> 00:23:07.400
Okay.

00:23:07.720 --> 00:23:08.200
We're on.

00:23:08.840 --> 00:23:09.240
We're ready.

00:23:11.080 --> 00:23:14.760
So the end is for nurture and nurture continuously, right?

00:23:14.920 --> 00:23:17.800
So remember, we we blocked out our plan.

00:23:17.960 --> 00:23:22.200
We have our month-to-month um themes, right?

00:23:22.280 --> 00:23:26.600
So we we've already launched with our minimum viable content plan.

00:23:27.160 --> 00:23:30.920
And now we're going, we're not doing any random publishing.

00:23:31.000 --> 00:23:37.160
We we have a plan, but we're going to use engagement metrics to figure out what are we going to publish next?

00:23:37.320 --> 00:23:41.400
Because this research now is an endless source of great content.

00:23:41.560 --> 00:23:42.920
How are we going to produce it?

00:23:43.000 --> 00:23:45.000
What channels are people responding in?

00:23:45.080 --> 00:23:47.080
And where do we need to go next?

00:23:47.400 --> 00:23:50.600
So infographics, right?

00:23:50.840 --> 00:23:54.760
Checklists, so many different ways that you can repurpose that.

00:23:55.000 --> 00:23:58.360
For one of my clients, I did an interactive tool.

00:23:58.520 --> 00:24:04.520
And this was really cool because it was a really low lift for their little team.

00:24:04.760 --> 00:24:07.320
It had we just everybody is such a small team.

00:24:07.480 --> 00:24:09.160
We have so many things that we have to do.

00:24:09.400 --> 00:24:20.440
But we were able to pull together this interacted tool using type form that drilled down on a pain point that people were coming back and saying, oh my gosh, this is so huge.

00:24:20.600 --> 00:24:23.400
We could see it in the engagement with some of the blogs.

00:24:23.560 --> 00:24:25.480
We could see it in some of the comments.

00:24:25.800 --> 00:24:27.240
And that's what we did.

00:24:27.400 --> 00:24:30.360
So this tool was a self-assessment.

00:24:30.440 --> 00:24:32.040
Like, where do you really land?

00:24:32.200 --> 00:24:34.760
How is this affecting you and your work?

00:24:35.000 --> 00:24:42.680
And it was a simple, I think maybe seven or eight question self-assessment, but it was such a huge, huge thing.

00:24:42.920 --> 00:24:49.240
It became the number one driver for this client's amazing demo request.

00:24:49.560 --> 00:24:50.760
That was awesome.

00:24:51.240 --> 00:24:52.760
I know it was smooth.

00:24:53.160 --> 00:25:01.960
So just this one thing that we produced from a survey became this interactive tool that they now use for their other campaigns.

00:25:02.200 --> 00:25:07.720
People are really excited because they answer these questions, they get some instant answers.

00:25:07.880 --> 00:25:17.960
And then when the company decided to use it for other campaigns, they had additional downloads from the company's own white papers and, you know, other resources.

00:25:18.200 --> 00:25:18.840
Brilliant.

00:25:19.080 --> 00:25:19.880
It was awesome.

00:25:19.960 --> 00:25:21.160
It was a really great thing.

00:25:21.320 --> 00:25:31.960
So nurturing continuously is the way to go and letting the um letting the data inform your next plan for what you're going to do for your next piece of content.

00:25:33.560 --> 00:25:35.560
This is so intriguing.

00:25:35.800 --> 00:25:46.120
So when I saw events and research, I was like, how do you do an in-person event based around research?

00:25:46.360 --> 00:25:50.760
But your panel idea, like it would work in-person, virtual, anything.

00:25:50.840 --> 00:25:54.040
I don't know why my mind automatically went to in-person.

00:25:54.600 --> 00:25:58.520
Do not know because the vast majority of the events I attend are online.

00:25:59.480 --> 00:26:12.440
But your panel idea is so smart because then people are giving feedback and their observations around the research that was pulled out from that and what they learned.

00:26:12.760 --> 00:26:13.400
For sure.

00:26:13.560 --> 00:26:14.360
But you know what?

00:26:14.440 --> 00:26:15.960
It also works in person.

00:26:16.440 --> 00:26:25.240
So for one of the events that were one of the research projects that I did, one of the events that this research was used in was an in-person event.

00:26:25.400 --> 00:26:37.400
One of the partners decided this research was so resonant with their community that they they stood up a whole session at their in-person event around the research.

00:26:37.720 --> 00:26:40.200
So we weren't necessarily there.

00:26:40.360 --> 00:26:44.680
We weren't on that panel either, but it just expanded the reach.

00:26:44.920 --> 00:26:50.760
And of course, the client's name was all over the research because, you know, they funded it.

00:26:51.160 --> 00:26:52.920
So okay, hold on.

00:26:53.080 --> 00:26:54.280
I got an idea too.

00:26:55.160 --> 00:27:00.200
Um the in-person conferences that are related to what your research is.

00:27:00.840 --> 00:27:09.960
Like, couldn't someone come in as like who is a panelist on one of your webinars as a keynote speaker and talk through those data points.

00:27:10.120 --> 00:27:10.280
Yeah.

00:27:10.440 --> 00:27:16.120
Like there's so much you can do to expand the reach using leveraging other people's events too.

00:27:16.360 --> 00:27:17.000
Absolutely.

00:27:17.160 --> 00:27:18.920
And that's where the partners come in, right?

00:27:19.080 --> 00:27:21.080
You know, you just need that reach.

00:27:21.400 --> 00:27:32.680
And again, if the survey was done properly and designed well and it's good quality data, people want good information, right?

00:27:32.840 --> 00:27:36.360
It's it it resonates with a whole bunch of different audiences.

00:27:37.240 --> 00:27:37.800
Yeah.

00:27:38.040 --> 00:27:39.720
Yeah, makes complete sense.

00:27:41.640 --> 00:27:43.400
Did that rebuff launch?

00:27:43.640 --> 00:27:46.840
Like, was was are we on our H?

00:27:47.720 --> 00:27:49.560
No, we have one more letter of a.

00:27:50.040 --> 00:27:51.720
Okay, that's what I thought.

00:27:53.160 --> 00:27:55.000
We are co-promoting now.

00:27:55.160 --> 00:27:57.400
We are co-promoting with our partners.

00:27:57.560 --> 00:27:59.560
And what we were just talking about, right?

00:27:59.640 --> 00:28:05.320
The events where you could use this research and in person, it kind of goes along with this.

00:28:05.480 --> 00:28:09.320
So your partners have access to channels that you don't right.

00:28:09.640 --> 00:28:10.840
They have subscribers.

00:28:11.000 --> 00:28:12.440
Maybe they have a newsletter.

00:28:12.520 --> 00:28:15.640
So their subscribers get the newsletter every month or every week.

00:28:15.880 --> 00:28:17.640
You can talk about the research in there.

00:28:17.800 --> 00:28:19.000
The partners can.

00:28:19.160 --> 00:28:25.240
Um, they have LinkedIn DMs and they have their own um, their own contacts on LinkedIn.

00:28:25.560 --> 00:28:30.120
They also have private Slack communities where they are always talking about different things.

00:28:30.280 --> 00:28:31.960
And they can research.

00:28:32.200 --> 00:28:33.240
I know, me too.

00:28:33.400 --> 00:28:36.200
And they can bring the research to the private Slack communities.

00:28:36.360 --> 00:28:42.520
And everywhere they go, they are bringing good quality research that people have already expressed interest in.

00:28:42.760 --> 00:28:45.880
And the client's name is attached to that research, right?

00:28:46.120 --> 00:28:53.560
So, what is the statistic that 95% of your customers are not actually going to buy from you right now?

00:28:53.720 --> 00:28:57.880
That you need to be, you need to be thinking about thought leadership.

00:28:57.960 --> 00:28:59.720
You need to be thinking about brand.

00:28:59.880 --> 00:29:10.760
And this is the way to do that by working with people who are credible in your industry and putting your name behind good quality research that just can't be reproduced anywhere else.

00:29:11.080 --> 00:29:14.280
So you give the partners what you're doing, right?

00:29:14.360 --> 00:29:19.480
You've you've now you've already got your months planned out and you're giving them everything that you produce.

00:29:19.560 --> 00:29:28.680
Okay, if you're doing if you're looking at the research differently, or maybe you're running the cross tabs differently, or maybe you have new um data visualizations.

00:29:28.840 --> 00:29:31.560
You're sharing all of that with your partners, right?

00:29:31.800 --> 00:29:42.440
They they may or may not use it, but at least they know what your month's theme is and where you're going and what part of the market you're gonna be, what you're gonna be talking about with your part of the market.

00:29:43.080 --> 00:29:48.680
Um for one project that I did, the partner hosted the research on their website.

00:29:48.840 --> 00:29:59.320
We got a fair number of downloads from ours, but there were two and a half times the number of downloads of that research from the partner site just because they're they're more credible.

00:29:59.400 --> 00:30:03.080
They're their community's already there and already comfortable with them.

00:30:03.320 --> 00:30:11.480
So we saw a huge number of leads come from that because the partners, their partners are part of the research.

00:30:11.560 --> 00:30:12.600
They're they're really credible.

00:30:12.920 --> 00:30:15.000
Yeah, you're probably like, yes, please, continue.

00:30:15.400 --> 00:30:15.640
Exactly.

00:30:16.600 --> 00:30:17.240
Exactly.

00:30:17.400 --> 00:30:18.280
Right, Coke.

00:30:18.520 --> 00:30:25.000
Yeah, I I get your point about how this may not be feasible for a really, really small like solopreneur.

00:30:25.400 --> 00:30:29.480
Um, but there are possibilities, right?

00:30:29.960 --> 00:30:32.200
It just stretches so far.

00:30:32.520 --> 00:30:38.920
Yes, doing this one project feeds your content and your lead generation for an entire year.

00:30:39.160 --> 00:30:39.560
Yes.

00:30:39.800 --> 00:30:46.760
So while I think it's possible, like your idea if you partner with other solo consultants.

00:30:47.160 --> 00:30:55.160
Um, I think that this would work really well, though, for a small team if they have an outside partner running the research.

00:30:55.560 --> 00:30:56.680
Yeah, for sure.

00:30:57.720 --> 00:30:59.320
Okay, now we're at H.

00:31:04.680 --> 00:31:06.840
H is for harvest insights, right?

00:31:07.000 --> 00:31:08.600
So the numbers are great.

00:31:08.760 --> 00:31:13.640
We all are looking for data, and the numbers are great, but only if they make us smarter.

00:31:13.960 --> 00:31:19.960
So what we're gonna be tracking, we're gonna be tracking the same thing that we do for any content or any content campaign.

00:31:20.040 --> 00:31:37.800
We're gonna track opens, we're gonna track downloads, we're gonna look at our qualitative replies to the webinars, and then we're gonna think about what is it that has resonated the most with people and what can we now produce to scratch that itch.

00:31:38.680 --> 00:31:41.320
Um, what are we uh what are we looking at?

00:31:41.400 --> 00:31:54.680
So we've got a plan, but the actual tactic um uh uh implementation of that plan is gonna happen in this phase where we're thinking about, okay, uh one of the examples that happened.

00:31:54.920 --> 00:32:03.240
So uh in one of the webinars that we ran, uh it turned out that this there was this pain point in in the industry.

00:32:03.720 --> 00:32:10.280
However, uh the two different stakeholders within the community were talking about it very differently.

00:32:10.360 --> 00:32:13.320
Uh one of them was was the practitioner level, right?

00:32:13.400 --> 00:32:17.080
They were thinking of it as, you know, from a technology perspective.

00:32:17.320 --> 00:32:25.800
And the other stakeholders were the C level, and they were reporting back to their boards and they were thinking about big picture stuff.

00:32:26.280 --> 00:32:32.360
They could not, they did not have the language to talk to their teams about what their concerns were.

00:32:32.600 --> 00:32:43.160
And the teams were so frustrated because they would bring their concerns to the executives and they weren't heard because they weren't using language that the executives understood.

00:32:43.400 --> 00:32:53.000
So we saw that mismatch in communication, and we developed a blog series, how to talk to your executives about pain point.

00:32:53.560 --> 00:32:59.880
And the executives, we had how to talk to your team or how to get more from your team around pain point.

00:33:00.200 --> 00:33:02.360
And we watched pain point AI.

00:33:02.840 --> 00:33:08.040
It was not the thing is right.

00:33:09.160 --> 00:33:13.160
I have so many clients where that is what they're talking about.

00:33:13.480 --> 00:33:15.080
It's well, everyone is talking about it now.

00:33:15.160 --> 00:33:18.120
But this would no, this was about data quality, right?

00:33:18.360 --> 00:33:23.240
And it does actually inform in AI because it's garbage in, garbage out.

00:33:23.320 --> 00:33:28.840
When you're working in technology, you know that anything you feed a system is just gonna chuck it right back at you.

00:33:29.240 --> 00:33:32.040
And if it's garbage data, you're gonna get garbage back.

00:33:32.200 --> 00:33:35.160
So this was a concern for everybody, right?

00:33:35.320 --> 00:33:42.760
Everybody was concerned about the poor quality data, but the tech, the tech teams were dealing with the actual data.

00:33:42.920 --> 00:33:47.480
And the executives were like, what is it telling us and what how can we fix it?

00:33:47.720 --> 00:33:50.600
And they don't they don't want to talk about the technology.

00:33:50.840 --> 00:33:57.960
So we were we were giving the the um the practitioner teams the actual language to use.

00:33:58.200 --> 00:34:02.840
If you have this problem, here's how you want to talk about it with your executive.

00:34:03.000 --> 00:34:08.119
Or if you have this problem, this is the language that your executive will respond to.

00:34:08.440 --> 00:34:14.360
And it was, it still is the number one most viewed blog on the client site.

00:34:14.519 --> 00:34:20.280
And the executive, I mean, even though the blog didn't reach as many executives, that's the number seven.

00:34:20.519 --> 00:34:22.519
I mean, it's just to this day, it's number seven.

00:34:22.840 --> 00:34:25.320
Yeah, and it wasn't even intended for the executives.

00:34:25.480 --> 00:34:27.800
It was supporting people who are working with them.

00:34:28.360 --> 00:34:28.920
Exactly.

00:34:29.079 --> 00:34:29.480
Exactly.

00:34:29.639 --> 00:34:40.039
So that's just one example of how to repurpose and and how to how to use the insights from the data to inform your plan for content.

00:34:40.440 --> 00:34:41.079
Yeah.

00:34:41.320 --> 00:34:45.800
Yeah, and that really does like take it in a whole other direction.

00:34:45.960 --> 00:34:53.559
You're they used it to rethink how to talk internally too.

00:34:53.880 --> 00:34:54.679
Exactly.

00:34:55.000 --> 00:34:59.639
And it gets them, you know, it get it gets them on a little bit closer, right?

00:34:59.800 --> 00:35:02.760
Where they're all working toward the same goal.

00:35:03.000 --> 00:35:08.919
And sometimes those communication gaps really prevent people from moving things forward.

00:35:09.319 --> 00:35:09.799
Yeah.

00:35:09.959 --> 00:35:12.919
And often there's just a different perspective.

00:35:13.239 --> 00:35:23.319
So while you may agree, it's just not your top priority because an executive is going to have a different, bigger problem than the tech people.

00:35:23.639 --> 00:35:24.199
Exactly.

00:35:24.359 --> 00:35:25.480
They usually do.

00:35:25.799 --> 00:35:26.599
So that's it.

00:35:26.759 --> 00:35:28.119
That is the launch framework.

00:35:28.199 --> 00:35:31.000
It basically the H part is what makes it repeatable.

00:35:31.079 --> 00:35:33.159
It which it's what makes it a system.

00:35:33.480 --> 00:35:40.119
Um, and then, you know, if if it resonated and the partners were happy, then you can do it all again the following year.

00:35:40.439 --> 00:35:41.079
Yes.

00:35:41.799 --> 00:35:45.319
So quick question before we wrap up.

00:35:45.480 --> 00:35:50.039
I know we're at time, at least on the podcast time of things.

00:35:50.360 --> 00:35:55.480
Um, when is the best time to launch research?

00:35:55.639 --> 00:36:01.880
Like, is the is there a seasonality to it where people are looking for it more often than uh than others?

00:36:02.279 --> 00:36:05.719
I think a lot of this stuff starts at the beginning of the year, right?

00:36:05.880 --> 00:36:09.880
That's when we see the 2026 survey of X, Y, and Z, right?

00:36:10.119 --> 00:36:13.159
That was my gut, but I'm not in the research game.

00:36:13.239 --> 00:36:14.519
So I wasn't sure.

00:36:14.839 --> 00:36:17.639
No, that's pretty much where most of my clients land.

00:36:17.799 --> 00:36:35.799
They want to kick off the new year with, you know, a look at this or that or the other thing or insights and something to inform their content plan and their marketing, their go-to-market plan for the rest of the year and having that research to kick them off is a really good, a really good way to start.

00:36:36.119 --> 00:36:47.880
So based off of the timeline that you were giving me earlier, they should probably be ready to start the research in like September minimum.

00:36:48.279 --> 00:36:48.920
Exactly.

00:36:49.159 --> 00:37:05.319
September, where you're talking about your partner, talking to your partners and making sure that you're aligned with them and everybody's happy about the the plan and then fielding it in October or November, maybe, maybe even, you know, you're going to market in February.

00:37:05.480 --> 00:37:10.519
Maybe you're launching and you're gonna bypass that whole beginning first month of January we're we're talking about.

00:37:11.319 --> 00:37:12.599
Not quite working yet.

00:37:12.839 --> 00:37:13.400
Exactly.

00:37:13.559 --> 00:37:17.000
Where we're too busy being bombarded with come back to the gym message.

00:37:18.360 --> 00:37:21.880
Yeah, my kids don't go back to school until mid-January.

00:37:22.119 --> 00:37:25.480
So I'm useless until mid-January.

00:37:25.719 --> 00:37:26.119
Exactly.

00:37:26.199 --> 00:37:27.960
I think a lot of people are the same.

00:37:28.119 --> 00:37:31.559
So, you know, there's nothing wrong with kicking off, you know, February 1st.

00:37:31.719 --> 00:37:32.279
And here we go.

00:37:33.159 --> 00:37:34.279
That's the true new year.

00:37:34.759 --> 00:37:35.480
Really is.

00:37:35.639 --> 00:37:36.599
It really is.

00:37:37.719 --> 00:37:40.199
Thank you so much for joining me today.

00:37:40.519 --> 00:37:45.960
Can you tell the audience how they can find you, work with you, where you hang out online?

00:37:46.440 --> 00:37:47.480
Absolutely.

00:37:47.719 --> 00:37:50.920
So I am at devonpoint.com.

00:37:51.079 --> 00:38:03.559
And once we're finished here, I am going to put a copy of the launch framework on my website for your listeners at devonpoint.com forward slash tiny marketing so that they can access that.

00:38:03.960 --> 00:38:10.119
Um, I am I'm actually planning right now with my research partner for 2026.

00:38:10.360 --> 00:38:16.279
So we're hoping to have more resources for people to download for you know for next year.

00:38:16.519 --> 00:38:20.039
Um, a lot of people are interested in original research now.

00:38:20.119 --> 00:38:26.039
The more, what is it, work slop, I think is the new word that I produce.

00:38:26.679 --> 00:38:29.880
Um, the more people are looking for ways to differentiate.

00:38:30.039 --> 00:38:32.679
And I think original research is going to be one of those ways.

00:38:32.759 --> 00:38:41.000
So we're trying to get ahead of that and produce resources for people to really understand what is involved in doing a project and and how they can get started.

00:38:41.319 --> 00:38:41.960
I love that.

00:38:42.039 --> 00:38:43.239
And I think it's brilliant.

00:38:43.400 --> 00:38:57.000
We all have to think about one, like what tech is happening right now, and two, what the economy looks like and adjust our offers accordingly, like what makes sense today and always be ready to adapt.

00:38:57.159 --> 00:39:02.360
The quick changers, the people who adapt fast, they're the ones that stick around.

00:39:02.759 --> 00:39:03.480
Absolutely.

00:39:03.719 --> 00:39:11.159
And I think to your point earlier, I think that's one of the reasons why smaller teams are actually making faster headway with AI.

00:39:11.400 --> 00:39:15.639
Um, just because they they're already accustomed to adapting very, very quickly to change.

00:39:16.039 --> 00:39:16.279
True.

00:39:16.440 --> 00:39:17.880
And less red tape too.

00:39:18.199 --> 00:39:20.920
The less people have to sign off on everything that you're doing.

00:39:21.159 --> 00:39:21.639
100%.

00:39:22.440 --> 00:39:24.440
That's why I always liked small teams.

00:39:24.759 --> 00:39:25.159
I know.

00:39:25.319 --> 00:39:26.360
So much more agile.

00:39:26.440 --> 00:39:29.400
And if you see something is not working, you can pivot right away.

00:39:29.559 --> 00:39:29.719
Yes.

00:39:29.960 --> 00:39:31.639
Or double down on the stuff that is.

00:39:32.279 --> 00:39:33.719
Lesson learned, goodbye.

00:39:33.799 --> 00:39:35.159
That's exactly.

00:39:35.400 --> 00:39:36.119
Exactly.

00:39:36.360 --> 00:39:39.239
Yeah, that's why I always say marketing is an experiment.

00:39:39.319 --> 00:39:40.679
It doesn't matter if it fails.

00:39:40.759 --> 00:39:41.960
That was a learning lesson.

00:39:42.039 --> 00:39:45.079
So you know how to make that like what didn't work.

00:39:45.319 --> 00:39:47.000
Cut that, try something else.

00:39:47.239 --> 00:39:47.799
Absolutely.

00:39:47.960 --> 00:39:51.000
In technology, what we say is to fail faster, right?

00:39:52.119 --> 00:39:54.119
Yeah, they say the same thing in startups.

00:39:54.279 --> 00:39:55.799
Fail fast, make a pivot.

00:39:56.599 --> 00:39:57.480
Not a big deal.

00:39:57.880 --> 00:39:58.599
Laugh for me.

00:39:59.079 --> 00:40:02.279
It's not if this episode made things feel a little more doable.

00:40:02.440 --> 00:40:05.799
I'd love to help you take the next step with the booked out blueprint.

00:40:05.880 --> 00:40:12.039
It's a practical, low pressure session to clarify your offers, your marketing, and what actually moves the needle.

00:40:12.279 --> 00:40:14.360
You can book yours through the link in the show notes.

00:40:14.440 --> 00:40:16.519
You don't have to figure it out alone.