experience growth Magazine - Issue 11 (Autumn 2020)

www.experiencegrowth.online Issue 11.

Autumn 2020. £PRICEless value.

free GIFTS inside

entrepreneurs’ thinking, tales, tools & tips.

The Good, The Bad & The Ugly

Attitudes: 3 to cultivate, 3 to cull & 3 to avoid like a cult

5 4 3

Books Blogs

5 Ways to get PR Ready

Getting in the media to get into customers’ minds

Podcasts

5 ways to Master your Message Online

on Mindset

Ensuring that your message comes across with clarity & conviction online

Eric Yuan Zooming in on the Corona Crown King

+

How to make money online

5 effective ways to make money online

My Business

& COVID-19

How this entrepreneur weathered the corona crisis

Discover Essential

7Principles

to ignite your BiG ideas

Download your 2 FREE Chapters

or

Colin Tomlin, Publisher & Managing Editor eg Magazine & Author, the GROWhow series of books

Welcome to

W

elcome to the Here at experience growth, 11th issue of eg we want to provide hope & Magazine after a help! not so brief hiatus!

This is the mindset issue and we kick off with some We’re back with more personal growth resources to passion for entrepreneurship help improve and cultivate a than ever. growth mindset and rekindle hope.

2020 has undoubtedly been a year of colossal change with We have provided a great seismic shifts in many of the team of contributors who will things that we took for invite, incite and inspire you granted less than a year ago. to think about the possibilities brought about Many people across the globe by the massive changes that are feeling hopeless & help- we are seeing around us. less in the face of this seemingly never ending We hope you will be inspired pandemic economic fallout by the story of Eric Yuan, the and racial tensions. founder and CEO of Zoom

04 | experience growth Magazine | Autumn 2020

eg

who started his business 8 years ago and was perfectly placed to live up to their corporate mission of ‘Delivering Happiness’.

2020 has undoubtedly been a year of change. We are here to help you experience growth with renewed passion on purpose.

The last quarter of the year offers you the opportunity to still make this year count.

Is it your time to make that change?

& the eg Team

Our Contributors Herman Allen, Business & Social Entrepreneur

Herman is a business & social entrepreneur operating across the education, social care & property sectors. Originally starting his career as an Architectural Engineer Herman’s entrepreneurial drive took him into property, social care & education.

Herman is a keen believer in ensuring that his businesses deliver both social & financial profit.

In this issue Herman shares his experience in My Business & COVID-19

Alex Gordon, Speaking Coach

Alex is an accountant by training with years of experience within the City of London and running an accounting solutions practice. His real passion, though, is helping people to discover or rekindle their dreams. He regularly speaks to audiences asking a poignant question, ‘What is your dream?’ He travels the UK preaching a message of redefining, refocusing and repackaging talents to bring solutions to your community, customers and clients. He lives in London with his wife Sharon and 3 children. In this issue Alex shares

5 effective Tips to Master your Message Online

Catherine Irwin, Wife, Mum & Entrepreneur

Catherine is an online entrepreneur & blogger who writes with honesty, humour and heart. She operates the Holding Arrows brand providing unique and exquisite baby products. With her Australian nationality, she appreciates the vast differences between the two countries and have formed an intense love for both which brings a sense of individualism to her character as well as her business. She has six children and live in the beautiful countryside of Norfolk, England with her husband Matthew.

In this issue she shares How to Find a Sacred Space in your Home

Colette Machado, PR & Content Specialist

Colette is a PR & Content Specialist with who worked for the BBC. She helps small business owners to become the go to expert in their field by getting featured in the media (magazines, newspapers, blogs and podcasts), securing guest blogging and speaking opportunities and through crafting compelling c ontent. She is passionate about helping her clients raise visibility, credibility and profile.

In this issue she shares 5 Ways to Get PR Ready

Cheryl Nankoo, Executive Coach

Cheryl is an experienced Sales Consultant and Executive Coach with over 17 years business experience. As a Certified NLP Master Practitioner, she has coached and mentored people from all walks of life including senior executives, board members, elite athletes and even other coaches. In 2014 she qualified as an mBIT (multiple brain integration techniques) coach which looks at how we use our three brains (head, heart and gut) to make decisions.

In this issue Cheryl shares her Creating Good Customer Relationships

Autumn 2020 | experience growth Magazine | 05

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Publishing & Advertising Director Colin Tomlin colin@experiencegrowth.online Growth Resource Director Judy Lynch-Tomlin judy@experiencegrowth.online Partnerships Director Cheryl Nankoo cheryl@experiencegrowth.online Project Management & Design eg Design design@experiencegrowth.online

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Contents

Personal & Business Personal Growth Tools Wellbeing

[on Mindset] Our Top 5 Personal Growth Books

Read them and create the right mindset to experience growth for the rest of 2020.

Our Top 4 Personal Growth Blogs

Read them to foster the right thinking to experience growth for the rest of 2020.

Our Top 3 Personal Growth Podcasts Listen to them to get the right exposure to experience growth for the rest of 2020.

How to Find a Sacred Space in your Home - Mess & All

Are you struggling with the Zoom is one of the standouts endless cycle of cleaning, tidying during the coronavirus pandemic. and trying to maintain some sense of a stylish home, whilst you raise My Business & COVID-19 children? Then this is for you.

How this entrepreneur weathered the corona crisis.

The Power of Principles Your vision, mission & principles or values are intimately linked.

Here are seven powerful benefits 5 effective Tips to Master of having them. your Message Online 5 ways to ensure that your message comes across with clarity & conviction in an online The Good, The Bad & The Environment.

Ugly 3 good attitudes to cultivate, 3 bad attitudes to cull & 3 ugly attitudes to avoid like the plague.

5 Ways to Make Money

Business Tips

Personal Mindset

Business Ideas

Business Tales

Cover Story: Eric Yuan Eric founded Zoom the online communication tool in April 2011 and took it public 8 years later.

10 | experience growth Magazine | Autumn 2020

Online

With the restrictions of face to face transactions and social distancing likely to continue for a while, we share 5 effective and low cost ways to make money online in 2020

Marketing

5 Ways to get PR Ready

Promote your business by getting in the media to raise your visibility and build your audience.

Sales

Creating Good Customer Relationships

Find out what triggers that urge for your customer to make a buying decision.

Connect with us

Let’s go on a journey to...

Discover.

Define.

Deliver.

your BiG idea

.

as...

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Creative experiential THERAPY

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Personal & Business Growth Tools

growth tools Personal & Business

Our Top 5 (4 & 3) 5 Books | 4 Blogs | 3 Podcasts on

Mindset Autumn 2020 | experience growth Magazine | 15

Books

#1

wellbeing, when it should be making us happier and healthier.

What are the most meaningful contributions we can make? This is Life’s Great Question.

Knowing who you are - and who you are not - is essential. But it is only the starting point.

All the talent, motivation, and hard work in the world will not be valued or remembered if it does not help another human being. Real growth is the product of following your contributions more than your passions. Simply asking, ‘What can I contribute?’ leads to a better path and result than starting with yourself.

Life is about what you do that improves the world around you. It is about investing in the development of other people. And it is about efforts that will continue ife is not what to grow when you are you get out of it . gone. . . it’s what you put back in.

Life’s Great Question will show you Yet our current means how to make your work for summarizing life’s and life more meaningwork, from resumes to ful, and greatly boost salaries, are devoid of your wellbeing. In this what matters most. remarkably quick read, This is why the work we author Tom Rath do is often bad for our describes how finding

L

16 | experience growth Magazine | Autumn 2020

your greatest contribution is far more effective than following talent or passion alone.

More than a book, each copy includes a code for an online program that identifies the most significant contributions you can make.

This deeply practical book will alter how you look at your work and change the way you live each day.

#2

C living.

reativity is about capturing those moments that make life worth

Legendary psychologist Mihaly Csikszentmihalyi reveals what leads to these moments; be it the excitement of the artist at the easel or the scientist in the lab, so that this knowledge can be used to enrich people's lives.

Drawing on nearly one hundred interviews with exceptional people, from biologists and physicists, to politicians and business leaders, to poets and artists, as well as his thirty years of research on the subject, Csikszentmihalyi uses his famous flow theory to explore the creative process.

He discusses such ideas as why creative individuals are often seen as selfish and arrogant, and why the tortured genius is largely a myth.

Most important, he explains why creativity needs to be cultivated and is necessary for the future of our country, if not the world.

The real story of creativity is more difficult and strange than many overly optimistic accounts have claimed. For one thing, as I will try to show, an idea or product that deserves the label ‘creative’ arises from the synergy of many sources and not only from the mind of a single person. It is easier to enhance creativity by changing conditions in the environment than by trying to make people think more creatively. And a genuinely creative accomplishment is almost never the result of a sudden insight, a lightbulb flashing on in the dark, but comes after years of hard work. .

Autumn 2020 | experience growth Magazine | 17

Books

#3

None of the white people whose actions I describe in this book would identify as racist. In fact, they would most likely identify as racially progressive and vehemently deny any complicity with racism.

Yet all their responses illustrate white fragility and how it holds racism in place.

But these reactions only serve to silence people of colour, who cannot give honest feedback to 'liberal' white people lest they provoke a dangerous emotional reaction.

Robin DiAngelo coined the term 'White Fragility' in 2011 to describe this process and is here to show us how it serves to uphold the system of white supremacy. Using knowledge and insight gained over decades of running racial nger. Fear. awareness workshops Guilt. Denial. and working on this idea Silence. as a Professor of Whiteness Studies, she shows These are the ways in us how we can start which ordinary white having more honest people react when it is conversations, listen to pointed out to them that each other better and they have done or said react to feedback with something that has grace and humility. It is unintentionally - caused not enough to simply racial offence or hurt. hold abstract progres-

sive views and condemn the obvious racists on social media - change starts with us all at a practical, granular level, and it is time for all white people to take responsibility for relinquishing their own racial supremacy.

#4

A

20 | experience growth Magazine | Autumn 2020

The goal of this boo help you discover and e your natural freakin

U

nleash your inner freak... and discover your unique potential. Think of the thing that makes you strange―the weakness that you won’t admit during a job interview or performance evaluation.

1. Greater personal happiness, fulfillment, and energy.

David Rendall believes 2. More meaningful that amplifying your relationships with family weaknesses is crucial for and friends. your success, and he 3. Increased employee encourages you to do the engagement and same. productivity.

4. Better business In The Freak Factor, strategy and marketing Well, have you ever David argues that what your greatest weakness is thought that the makes you weird also also your greatest foundation of your makes you exceptional strength. success might be found and what makes you in that weakness? weak also makes you Find out how maximizing Are you embracing your strong. Embrace your your freak factor can inner freak, or are you freak factor, and transform your life, work, hiding it in order to discover: and relationships.

ok is to enhance ness.

conform and maintain the status quo?

W

Google?

hat links the Mercedes Formula One team with

What links Team Sky and the aviation industry?

#5

just about sport, but has powerful implications for business and politics, as well as for parents and students. In other words, all of us.

Drawing on a dizzying array of case studies and What connects James real-world examples, Dyson and David together with cuttingBeckham? edge research on marginal gains, creativity They are all Black Box and grit, Matthew Syed Thinkers. tells the inside story of Black Box Thinking is a how success really new approach to high happens - and how we performance, a means of cannot grow unless we finding an edge in a are prepared to learn complex and fastfrom our mistakes. changing world. It is not

It is about creating systems and cultures that enable organizations to learn from errors, rather than being threatened by them.

Autumn 2020 | experience growth Magazine | 21

Blogs

The path to success is to take massive, determined action.

Tony Robbins

#1

The Blog

www.tonyrobbins.com/blog

Who is Tony Robbins?

business strategist. economic turbulence…

For more than 4o years, more than 50 million ou cannot have people in over 100 been in the per- countries have sonal developexperienced the ment space and transformational not heard of Tony Rob- power of his work in bins. their personal and business life through his He is a force of nature audio, video and live with a presence to match. experiences.

Y

Tony Robbins is an entrepreneur, bestselling author, philanthropist, and a sought after life and

Post to Read...

This is a good one to read. In this blog post business owners reveal their thoughts in face of

22 | experience growth Magazine | Autumn 2020

Read this blog post

#2 The Blog

www.johnmaxwell.com/blog

Who is John Maxwell?

W

hen you think about leadership experts, John Maxwell’s name is never far from your mind. He is an author, speaker, and pastor who has written a ton of books primarily focusing on leadership.

Leadership to The 17 Indisputable Laws of Teamwork to The 15 Invaluable Laws of Growth, his books have sold millions of copies, with many on best seller lists.

Post to Read...

In this post John explores the importance of having the right voices in your ears.

Read this blog post

From the popular The 21 Read ‘Smart Voices in your Ear’.

Irrefutable Laws of

You cannot achieve what you have not defined

Autumn 2020 | experience growth Magazine | 23

Blogs The world needs that special gift that only you have.

Marie Forleo

#3 The Blog

www.marieforleo.com/blog

Who is Marie Forleo?

Marie helps people to helps people to dream and back it up with uthor of the meaningful 2019 best seller action to create Everything is results.

Figureoutable, Marie is an entrepreneur Post to and philanthropist who Read... hosts MarieTV. The post that really In 2010, she started the excited us is the stohugely successful Bry of Mikaila Ulmer School, an online proa 15 year old Entregram that helps small preneur who started business owners which social has worked with over enterprise at 4 years 50,000 people in close to old.

200 countries.

Read this blog post

A

24 | experience growth Magazine | Autumn 2020

#4 The Blog

www.seths.blog

Who is Seth Godin?

Post to Read...

In fact, on November 6, 2017, he published his 7,000th post.

Read this blog post

F

or more than thirty years, Seth’s been inspiring people and teaching them how to level up.

This post on ‘A New Normal’ is classic Seth.

Short, concise and to the point.

Check it out. It will take less His blog has been than 1 minute to appearing daily for more read. Actually it than a decade. That’s a will take about lot of posts!

30 seconds...

The beauty of Seth’s blogs is distilling big ideas in a small number of words. Most of his blogs take less than a minute to read and make you think for a long time after that!

In addition to blogging he has published 19 bestsellers covering trust, respect, art and, of course, marketing.

Turning your passion into your job is easier than finding a job that matches your passion.

Seth Godin

Autumn 2020 | experience growth Magazine | 25

brand. builder.

experience

growth.

Podcasts When you want to be successful as much as you want to breathe, then you will be successful Eric Thomas

#1

P

art preacher, part hip-hop artist, part philosopher, part educator and totally authentic.

Eric's spiritual walk, tenacity, and drive are the perfect example of his quote, "When you want to succeed as bad as you want to breathe, then you'll be successful."

ET's passion is never more evident than when he's in a school, changing the lives of students forever. Whether he's meeting and greeting

students with warm hugs and a bite to eat on a bitterly cold Michigan winter mornings or helping them to recognize their superpowers.

Where ET goes, greatness is released.

Check out his blog the Secrets to Success.

28 | experience growth Magazine | Autumn 2020

#2

entrepreneur & creator of the #1 rated sales training program, The SalesMentor.

Taylor has advised & serviced nearly 50,000 individual businesses in the last 5 years while

T

aylor Welch is the CEO and cofounder of Traffic And Funnels, author of 2 best selling books, international speaker,

directing 3 in house brands that produce (collectively) nearly $40M per year.

He is one of the most electric and energetic communicators serving small business & entrepreneurs today.

Don’t just look at the people at the top, look at what they did then that created who they are now. What you’ll find is that most of them had to use risk wisely at the beginning, and most of them didn’t get what they wanted at first.

Taylor Welch

All. At. Once.

#3

‘Welcome to the Gary V Audio Experience’.

That’s the message on the podcast page. And that is what it is... an audio experience.

Gary Vee is everywhere and on every platform.

He is doing for the Vayner brand what At first you could be Branson did for the forgiven for thinking that Virgin brand, businesses he is just an attention across multiple sectors seeker using the largest with marketing acumen platforms in the world. to match.

Like Sir That’s until you realize Richard, that this brash, ‘say it he is the with no filters’ business- Vayner man is more like Sir brand’s Richard Branson than best Roger Rabbit! advert .

You just have to make the choice to actually do it. I am so tired of excuses. Why not try something new?

Be optimistic, exhibit patience, shut your mouth, and execute.

Gary Vee Autumn 2020 | experience growth Magazine | 29

Personal Wellbeing

How to find a

Sacred space in your home...

by Catherine

Irwin [Wife, Mum, Entrepreneur] CEO, Holding Arrows [www.holdingarrows.com] Autumn 2020 | experience growth Magazine | 31

Hands up who hates mess?

responsibility and daily task of maintaining it!

Errr…. that would be me!

We are very fortunate to live in an old onion barn in See, my hand is up high, Norfolk, UK. It has waving about frantically. stunning views of the Mess and children marshlands, stretching out generally, go hand in hand, towards the Broads. This which means, I forms a merry pattern, literally feel on some days, twisting and turning on the that I am fighting a losing horizon. A peaceful and battle. charming place to live.

Every day I am so Anyone else struggling grateful for our slice of with the endless cycle of Eden in the British cleaning, tidying and countryside. trying to maintain some sense of a stylish home, We are surrounded by whilst you raise horses, cows, deer, white children? owls, sheep and loads of birds. It’s wild, spacious and very beautiful.

Hands up who hates cleaning?

It’s also a dirty, messy place to live. We swim in mud during the winter, skate on horse hay during Hmm…. that would be me too. the autumn. We I love a clean and tidy home extermibut kind of nate wish I didn’t have the

32 | experience growth Magazine | Autumn 2020

flies during the spring, which leave impressive blood and guts stains on the ceiling and walls. And we walk cut grass through everything, including our beds, in the summer.

Beautiful it is but it is also a nightmare to keep our home clean.

started on the animal fur…

Life is messy, even when one cleans and tidies regularly. This I do but in no particular order, rhyme or reason. Oftentimes, in places like the laundry room or bathrooms, I wait for the swampy smell of the drains to overpower the whole house before I act.

And we are a large family with eight of us all living together. Mess is our constant companion.

I mean, I say “I”, but in fact it is “my”, as in my Added to those little husband cleans those areas niggles of life, there is a because I detest doing minor downside to living them so deeply. in a barn, all on one level.

Our rooms are cavernous A few years ago I decided and often overwhelmingly that I didn’t want to be a untidy. There are six slave to my house anychildren, a couple of more, in an attempt for rabbits, cats and some perfection. But I do need adorably fluffy guinea pigs spaces that allow my soul inside. to breathe.

Don’t even get me

A sacred space I can retreat to and satisfy my creative heart, as well as escape to when required.

Make a corner for your soul.

I am an inherently tidy person, which can be an unfortunate trait for one who has a large family!

My battle with wanting my home gorgeous has, in the past, turned me into a grumpy and irritable mum.

I wouldn’t let the children flex their creative muscles, or even move, without me trailing behind them and cleaning up.

I have simmered down a lot over the years and accepted my abode will not

But I do need spaces that allow my soul to breathe.

A sacred space I can retreat to and satisfy my creative heart,

Autumn 2020 | experience growth Magazine | 33

be flawless. And that’s ok with me. It really is, because the only person I was hurting in my quest for perfection, was myself.

That side of me, which nagged and grumbled at the children, wasn’t who I wanted to be.

I wasn’t choosing happiness, I was choosing the elusive perfect and we all know that’s a slippery slope to navigate.

sacred space. A place where I not only rest and recuperate but be still in.

It’s a special room for me, not in any particular decorative way but simply because it is mine. I can close the door and take a few moments for myself without being interrupted (if I am lucky!)

I try to keep my room as tidy as possible and as pretty as I can because it’s the one place that I feel safe in. The space I want to occupy when the day has been hectic and the world too loud.

However, I do love pretty spaces. I will always be drawn to aesthetically pleasing rooms. On those days, when I feel the walls are caving in with mess I love to use gorgeous bed and chaos. I have a plan up linen, have a vase of fresh my sleeve. flowers on my bedside table, comfy cushions and Namely, make a sacred soft throw-rugs. I also try space for my soul. my best to put my clothes away and keep my drawers tidy so when I Focus on one walk into my bedroom I spot. don’t just see an I find that focusing on one extension of a messy spot in the house is better house. than becoming overwhelmed with all of it and Besides my bedroom, I try not being able to start any- to focus on other spots in thing. the home that I can carve out peaceful corners and a For me, my bedroom is a sacred space.

Wherever your sacred spot is, on any given day, I truly believe there you will find your soul again.

34 | experience growth Magazine | Autumn 2020

A comfy reading chair with a living plant next to it, scented bath bombs sitting by the bathtub beckoning me to use them. To stop and rest and be still.

Even the mess in our boot room has a re-vamp once in a while, when the shoes and wellies begin to meet me in the kitchen when I am cooking.

There is something extremely satisfying about seeing shoes all lined up in order. Ready for little and big people to make use of them.

Giving yourself time to appreciate a small corner of the home that you have purposefully put to rights, is a gift to yourself.

Wherever your sacred spot is, on any given day, I truly believe there you will find your soul again.

Giving yourself time to appreciate a small corner of the home that you have purposefully put to rights, is a gift to yourself.

Because between you and me, your soul can rest in those spaces too. 

And the rest of the home – I try to embrace it, all of it, together in a beautiful, chaotic messy way.

Autumn 2020 | experience growth Magazine | 35

power The

of

Principles

7 Powerful Benefits of Having Principles

Autumn 2020 | experience growth Magazine | 37

I

t's been an interesting year.

a part of our lives.

However, all is not lost! All of them have been started in a recession.

A recent BBC Air BnB, Burger King, They all have an report stated that the Facebook, Instagram, incredible vision UK economy shrank by Square, Uber and (picture), mission an astonishing 19.1% in WhatsApp are all (purpose) and values the 3 months to May incredibly successful (principles).

2020. companies that are now Most entrepreneurs

...imagine you are standing at one end of a vision or picture is what you see on the othe other side and your values or principles

38 | experience growth Magazine | Autumn 2020

tend to be aware of the picture & purpose of their BiG ideas, however, many may not have assigned the same importance to principles.

The best way to explain principles is this;

imagine you are standing at one end of a bridge facing the other side of the bridge; your vision or picture is what you see on the other side, your mission or purpose is getting to the other side and your values or

principles are the handrails or boundaries on the bridge preventing you from falling off the edge.

Here are 7 thoughts depicting the power of principles.

bridge facing the other side of the bridge; your er side, your mission or purpose is getting to the s are the handrails or boundaries on the bridge preventing you from falling off the edge.

Autumn 2020 | experience growth Magazine | 39

1. Your Principles Protect your Picture

Your principles and your vision or picture of the future are intimately linked.

Life has a habit of throwing us curve balls. And when that happens it can throw our picture out of focus. In those instances, it's your principles that keep you on track.

2020 has undoubtedly thrown us a curve ball.

And it has certainly thrown many of our pictures out of focus. In those instances, it's your principles that keep you on track.

It's a bit like holding onto the hand rails of the bridge when the picture on the other side goes out of focus.

2. Your Principles Preach your Proposition

about air travel, they decided they could do better and Virgin Atlantic was born with one of the best customer travel experiences out there.

One of Sir Richard Branson's key values in looking after the customer. That flows through to the to values of the Virgin brand.

It's been reported that it was not unusual to see Sir Richard on a Virgin flight to see what could be improved. His principle of putting the customer first was not just a gimmick it Virgin's key brand was part of the DNA of the values are all about being customer centric. In Virgin brand. their own words, "...we Your principles don't just leverage Virgin’s brand expertise to develop new define what you do, it guides how you do it too. businesses, or turn around existing businesses, creating successful customer-focused 4. Your operations that put the experience at the heart." Principles In fact, one of Virgin's key deciders on whether to enter a market or not is, "Can we do a better job with the customer experience?"

Produce your Promises

Nelson Mandela is easily one of the most principled politicians of the last Idowu Koyenikan, century. Here is a man author of Wealth for All: who was put in jail for his Living a Life of Success at ideas and his ideals. the Edge of Your AbilHis BiG idea was a free ity puts it this way “A South Africa where all 3. Your highly races, colours and creeds developed values Principles Prod could live together as one system is like a South Africa. He had your compass. It serves as a ample opportunities to guide to point you in the Processes compromise on his ideals right direction when you ...And that question but he chose to be true to are lost.” his principles even though guides the whole customer process. When it resulted in 27 years Virgin asked the question behind bars. The result 40 | experience growth Magazine | Autumn 2020

was that he lived to see his promise and become the President of the Rainbow Nation.

Here's what Justin Chadwick, English director of the film Mandela said about the great man, "Mandela was true to himself, to his people and his principles.

He sacrificed everything because he was prepared to be true to his ideals.

You can relate to him whether you come from Manchester or Soweto."

5. Your Principles Predict your Path

In our analogy using the bridge, we talked about the relationship between your picture, your purpose & your principles. ...the other side of the bridge is the picture of what you see. Your purpose is getting to the other side. Your principles are the handrails or boundaries on the bridge preventing you from falling off the edge.

Principles stop you from going off track and keep you headed towards the other side of the bridge.

You can still see what's not on the bridge and may well be drawn to it but the rails prevent you from being distracted by them.

And focused on what's in front of you.

from the company, rightly disgusted by Ratner's words and the value of The Ratner Group plummeted by £500 million leaving it on the brink of collapse. By September 1993, Gerald In essence, your principles Ratner was fired as provides you with a clear Chairman & Chief boundary that effectively Executive and the corrals you or confines company changed it's you towards your picture name to the Signet Group. of the future.

The Ratner Group experience has become an example of image over 6. Your identity and brand quality over bling quantity. Their Principles lack of principles Promote your promoted distrust in their products and ultimately Products Do you remember Gerald their company.

Ratner from the Ratner If, like The Virgin Group, Group?

The Ratner Group had valued it's customers, it is In a speech to the Institute of Directors in April unlikely that this whole 1991, he said this about a episode would have happened. set of decanters sold by the company, "People say, 'How can you sell this for such a low 7. Your price?' , I say, '...because Principles it's total crap.'"

He even made matters worse by asserting that a set of earrings sold by the company was "cheaper than an M&S prawn sandwich but probably wouldn't last as long."

The result was that customers stayed away

Promote your Progress

In 2006, while travelling through Argentina, Blake Mycoskie befriended children in one of the villages he visited and found they had no shoes to protect their feet.

Wanting to help, he

Autumn 2020 | experience growth Magazine | 41

created TOMS®, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One™.

To date they've given 86 million pairs of shoes to children in need in over 70 countries in the world often working through humanitarian organizaIt was a bold and tions who incorporate compelling vision born out shoes into their one of Blake's values, a community development responsibility to make a programs. difference.

What started as a company "I was so overwhelmed by has become a movement, a the spirit of the South cause and a mission!

American people, especially those who had Realizing that this so little, and I was movement could serve instantly struck with the other basic needs, TOMS® desire — the responsibility Eyewear was launched.

— to do more."

With every pair purchased,

42 | experience growth Magazine | Autumn 2020

TOMS® will help give sight to a person in need.

One for One™. 600,000 have had their sight restored through purchases of TOMS® Eyewear since 2011.

In his book, Start Something That Matters, Blake chronicles his belief that you can achieve financial success and make the world a better place at the same time, by employing principles that may seem counterintuitive.

So, what is your BiG idea? 

Personal Mindset

Z

ig Ziglar famously observed, "Your attitude, not your aptitude, will determine your altitude."

racial tensions, there is The good attitudes are never a time where our at- ones to cultivate, the bad titude matters so much. attitudes are the ones to cull and the ugly attitudes I want to explore 3 types are the ones that will of attitudes which I'll call result in people avoiding In the current situation the good, the bad and the you like a cult. with the global pandemic, ugly. economic downturn & So here they are...

3 GOOD Attitudes to Cultivate

Good Attitude #1 and overall well-being. we will find plenty of

them. On the other Good Attitude #2 hand, if we look for things to be grateful Being for, we will find things Being mindful is all to be grateful for GRATEFUL about focusing your springing up from 4attention in and on Doris Day, actor and every corner of our the moment. animal rights activist lives. who lived to a ripe age We love to espouse the of 97 until she passed benefits of multitaskaway in May 2019, said Good Attitude #3 ing. However, we are this, "Gratitude is Being increasingly realizing riches. Complaint is that is not the best way poverty."

THANKFUL to deploy our mental resources and are At any given moment, "Thankfulness is the beginning of gratitude. converting from the there is always somescatter gun approach, thing to be grateful for. Gratitude is the doing many things at At the same time, there completion of thankfulness. Thankfulness the same time to the is always something laser approach, that we could complain may consist merely of words. Gratitude is focusing on one thing about. shown in acts." Those at a time. are the words of Henri The trick is realizing Frederic Amiel, 19th Increased mindfulness that what we look for is associated with is what we see more of. century Swiss improved mental If we look for things to philosopher. health, physical health complain about then It makes sense. There is

Being MINDFUL

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no thankfulness without gratitude and there is no gratitude without thankfulness.

American author, William "Feeling gratitude and Arthur Ward, seems to not expressing it is like agree when he says, wrapping a present and not giving it."

3 BAD Attitudes to Cull

Bad Attitude #1

Being BASHFUL

One of my favourite athletes is Usain St Leo Bolt. Of course, the fact that we share the same Jamaican heritage means that I am slightly biased :)

records that remain for some time. He is bold, confident and approachable, which contributes to an attractive personality!

heavy weights around your dreams, weighing them down & hold them back!

Bad Attitude #2

One of his favourite sayings is, "I don't think lim- Being its." That is a mindset that DOUBTFUL we can all certainly Maya Angelou, legendary embrace. poet, author and civil From the day he burst on rights activist, who The opposite of Bolt's the scene by shattering received dozens of awards personality is being the 100m world record, and more than 50 bashful, self conscious, inwhich remains the current honorary degrees once secure, hesitant, reluctant record, he also found a admitted; "I have written and faint-hearted. These eleven books, but each place in many of our hearts. One of the things are all mindsets, attitudes time I think, “Uh-oh, we like about him is how and personalities that they’re going to find out don't contribute to your at ease he is with himself. now. I’ve run a game on He never takes himself or greatness or allow you to everybody, and they’re shine. In fact, more often going to find me out.” anything too seriously; than not they are like except smashing world

Autumn 2020 | experience growth Magazine | 47

Even the best of us experience doubt from time to time. However, there is a difference between moments of doubt and doubting moments. Moments of doubt are similar to what Maya had when she made the statement. However, doubting moments are a little more troubling as they erode your conviction and try to replace it with consensus from others.

For me, when I have moments of doubt, I

remind myself of my identity, intent and impact. Of who I am, what I'm about and where I can make a difference.

Evidence Appearing Real.

Let's break that down…

False Evidence. That's facts or information that are not true.

Bad Attitude #3

Appearing Real. It's like a mirage; it's not Being real. It's an appearance.

FEARFUL Fear at it's core is a lie concocted by negative Fear is an emotion experiences and expecbrought about by a perceived threat which tations. AND can be changed. causes changes in behaviour. One characterization of fear that I really like is F.E.A.R. = False

3 UGLY Attitudes to Avoid like a Cult

Ugly Attitudes #1 President Donald

Being BOASTFUL

things, one of the Trump. Like him or reasons many people loathe him, he is some- dislike him is his one that evokes strong penchant for boasting. emotions. Among other It is not an attractive

48 | experience growth Magazine | Autumn 2020

quality. People who are boastful are all about promoting their wellbeing and encouraging themselves. People who are humble, on the other hand, are all about promoting the well being of others and encouraging others.

other person will die!

Avoid this emotion at all costs.

Bad Attitude #3

Being DECEITFUL

conditions of the impure heart.

One of the things that help me is to reflect on the fruit of the Spirit that Paul makes reference to, in his letter to the early Christians in Galatians in the bible. (Galatians 5:2223)

The Wise King Solomon said this, "Guard your In fact, wherever you find heart above all else, for it boastfulness, you will find determines the course of They are love, joy, peace, selfishness and arrogance your life." patience, kindness, goodin plentiful supply. ness, faithfulness, gentleness, and selfThe poet TS Elliot must The result? control. Focusing on these have read this when he will help to cultivate good remarked, "O Lord, People will avoid you like deliver me from the man attitudes, cull bad the plague. of excellent intention and attitudes and avoid the ugly attitudes like a cult. impure heart: for the

Bad Attitude #2

Being SPITEFUL

heart is deceitful above all things, and desperate- So, where are you with your attitudes? ly wicked."

The reality is that A spiteful person is some- deceitfulness, spitefulness one who is malicious, and boastfulness are all mean, nasty, hurtful and vengeful. They are blinded by their desire to inflict pain, usually in response to a perceived slight or harm.

Judy and I have seen, on a number of occasions, what lengths these type of people will go to to 'get back' at others to satisfy their spiteful desires.

The irony is that being spiteful is a bit like drinking poison and hoping the

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Autumn 2020 | experience growth Magazine | 49

Business Tales

Eric Yuan Let’s

in on the

Corona Crown King

by Colin

Tomlin | Author & Publisher

[www.experiencegrowth.online] Autumn 2020 | experience growth Magazine | 51

I

f the calendar for 2020 was to be reimagined, it would start like this…

January, February, March, Covid, May, Zoom, July, August, September… and I guess the rest is still being written.

In much the same way that the corona virus has forced us to reverse the way we do life, a video conferencing tool called Zoom has helped us to redefine the way that we do connections.

& Google and other com- global relevance and panies whose brands be- reach? came the go to product or application of their cate- An unhappy gory.

There is no doubt that Zoom has benefited from the colossal shifts in the way we do live, love and loads more as a result of Covid 19.

Our family uses Zoom as a connection tool to meet virtually, as we have been doing since the end of March. Every Sunday at 5pm, as part of a modern family ritual, we meet Virtually.

We go to work on Zoom.

We learn using Zoom.

And we chose Zoom.

We go to church on Zoom.

We celebrate on Zoom.

So, how did they just happen to be in the right Zoom has now graduated place to take advantage to that rarified position of of the Corona Crisis and becoming a verb along add £billions to their net with the likes of Hoover worth and cement their

52 | experience growth Magazine | Autumn 2020

Start

Prior to founding Zoom, Eric was Vice President of Engineering at Cisco, the networking hardware company.

Between 1997 and 2011, as one of the founding engineers and vice president of engineering at WebEx, he grew a team of engineers from 10 to more than 800 and contributed to revenue growth of more than $800 million.

During this time, in 2007, Cisco acquired the company for $3.2 billion.

After the acquisition, Eric grew unhappy and despite a lucrative job at WebEx,

the seeds of building something with happiness as a key value started to emerge.

In 2010, he spent a year trying to convince his bosses at Cisco to let him rebuild WebEx to no avail.

Emerging Happiness

In 2011, he left Cisco to and founded Zoom with the aim to deliver happiness and bring teams together in a frictionless video environment.

dramatically transform the way people, communities and corporations connect with each other.

Almost 9 years later, Zoom was one of the highest-performing tech IPOs of 2019 and Eric became a billionaire.

A string of accolades followed.

category).

In 2019, he was added to the Bloomberg 50 as a leader who changed the game in global business with Zoom being voted the No. 1! The Happiest Employees 2019.

If that wasn't enough, he is a named inventor on 11 issued and 20 pending patents in real-time collaboration.

Eric was named one of the Most Powerful People in I don’t know if he is Enterprise Tech by happy, but he has Business Insider. certainly made a lot of people happy from his In 2018, he was named customers to his staff to the #1 CEO of a large US his investors in his Zoom’s communications company by Glassdoor as pursuit of delivering platform with video at the well as EY Entrepreneur happiness. of the Year in Northern heart continues to California (software

Autumn 2020 | experience growth Magazine | 53

Lessons for

Eric’s

Entrepreneurs

(in his own words)

Lesson 1

Prioritize The Customer Experience

...when I see a customer who needs help or is unhappy, I take that personally

To underscore the point around customer happiness, Yuan built it into the corporate mission; ‘Delivering Happiness’.

His thinking is that happy customers are Zoom’s best marketing department. According to a recent article, it is not unusual to see him responding to tweets.

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Lesson 2

Express Clarity & Consistency

I wanted to join a company where I woke up every day & felt happy...

One of Eric’s key values is being happy in and with what he is doing. At Cisco he simply was not happy and by his assessment, the customers weren't happy either.

He made it his mission to change that. It wasn't going top happy at Cisco, hence he made it happen at Zoom.

Lesson 3

Leverage your Experience & Expertise

I couldn't join a Marketing or Sales Team, I had to go back to writing code

Yuan is a computer engineer. He is happiest when he is taking customers’ feedback and turning it into code that makes them happy. He is totally sold on the idea that the customers know best what they need are only too happy to tell you if only you will listen.

Autumn 2020 | experience growth Magazine | 55

Lesson 4

Expect hiccups & feedback

If things get worse we do have a plan

Zoom has a very customer centric culture. And they are only too happy to listen to the end user to get real insights. During the pandemic customers let them know about security issues which Yuan & his team then used to create solutions that address customers’ concerns

Lesson 5

Exhibit Humility

We recognize that we have fallen short of the community’s privacy and security expectations, for that, I am truly sorry

The corona virus undoubtedly turned around the fortunes of Zoom. However it also exposed it’s product security flaws.

However, Yuan didn't shirk or blame his team. He took personal responsibility and led from the front in identifying, influencing and implementing a fix.

Autumn 2020 | experience growth Magazine | 57

In 10 to 20 years, when Lesson 6 people write the history of Execute with Covid-19, I want them to Corporate Social write that Zoom did the Responsibility right thing for the world Zoom was built primarily as a business tool. However, the pandemic changed the dynamics of their user base and meant that political representatives, pupils and real people were now Zoom users. To serve this new user base, Zoom gave access to more than 100,000 schools in 25 countries for free.

58 | experience growth Magazine | Autumn 2020

.

Boxing

Clever

.

(In a totally different way)

experience

growth.

‘ ’

My

Business &

COVID-19

How this entrepreneur weathered the Corona virus storm

Interview with

Herman Allen [Social & Business Entrepreneur] CEO, Holibrook House & Hopewell School Autumn 2020 | experience growth Magazine | 61

H

erman Allen is a business & social entrepreneur who’s been in business for over 30 years in three areas, Social Care, Education & Property.

homes and other is Hopewell School, an independent special school for children with challenging behaviour and also maybe issues like autism among other things.

Herman qualified as an Architectural E ngineer working with large supermarket clients like Tescos.

eg: How did you get

We spoke with him about how COVID 19 has impacted his businesses.

eg: First of all, please tell us about your business and how you got into entrepreneurship?

HA: I have two main

businesses and one is called Holibrook House, which operates a number of children's

into entrepreneurship?

Tupperware, she made cakes for weddings, she sold clothes, she did everything to make ends meet and a bit more.

So, we were never without, as children growing up in a large household and I think I caught that spirit.

That kind of enterprise off on me, so from HA: That’s a long story, rubbed a very early age, I thought but I'm an entrepreneur about doing other stuff, and that's something that other than what I did, as is embedded within me, mentioned and I tried a lot engraved in me. I believe I of things before I got to the was born into point of being what you entrepreneurship. call a social entrepreneur.

So, I’ve been an entrepreneur in the making from seeing my parents in action. We came from a large family and they had to feed and look after everybody and how they did that was by their regular jobs and by doing other stuff.

I believe I was born into Entrepreneurship 62 | experience growth Magazine | Autumn 2020

So my mum was an Avon lady, she sold

eg: ...And why those areas?

HA: I drifted into Social

Care because my sister was a social worker and she talked about and taught me what was going on in that area.

En-

gineering is not such an easy field to be an entrepreneur in and you really have to have all of your ducks in a row, have the kind of relationships that it's very difficult to really have.

For me, it

was looking at something that was much more of an easy start up and I thought that a business in social care was better and easier to start up.

The link with my sister, seeing an easier opportunity, something that didn’t require as much money and maybe as much technical know-how and I found that was an easier way to get onto the entrepreneurial ladder without too much difficulty.

eg: The corona virus has

had a massive impact on your existing processes? millions of businesses across the UK and indeed across the globe. How has HA: I would say it was it impacted you? easy to incorporate, so for instance in the school, some of the parents took HA: If I’m honest, it matters into their own hasn't had a massive hands so a number of the impact on our business. As children didn't attend I said, we run homes and school. the school. Both sectors are essential services like So we had a smaller cohort where you live and are that we had to cater for educated so those things and as a result social had to continue. distancing became something that was easier In fact, when the to manage. government said that schools had to close, we During lockdown, most of were given an exemption, the teachers stayed at because of the vulnera- home and some came ble children that we into the building to cater work with. So we for pupils that came into continued all school. The others stayed through Easter, at home and engaged with maintaining contact. the students using Zoom.

We've got a number of There was a high level of psychotherapists that work flexibility and creativity in with the children as well as the teachers that allowed the teachers, so they had to them to engage with the continue working with the young people. And there children and young were no set school times. people.

I heard of teachers zoom calling pupils on a eg: Presumably, you had Saturday afternoon, for instance, which was really to put certain things in place, in terms of infection pleasing because everycontrol and social distanc- body realised ‘okay it's not ing. Did that have a mas- gonna be 9 till whenever, it’s whenever you can get sive impact or was that hold of the easy to incorporate pupil’… into So because we recognise that this is nothing that we could have ever planned for here, everybody had to

Autumn 2020 | experience growth Magazine | 63

maintain a kind of flexibility and an openness to change and that worked really well.

So like I said, the what couldn't change so the how changed and pupils, teachers, care staff all accommodated the kind of slightly different way of working and it worked really well.

eg: Alright so that

What we learned is that the staff had to be creative and they had to be flexible. Those were two lessons.

Also, everything changed in terms of health and safety requirements, we needed a lot of competent management staff to organize those changes and to implement the changes and that’s the key thing that happened.

sounds like there has been some kind of impact, in terms of, at least, the flexibility of your staff and the receptiveness of the students to work in a different way. What are some of the key lessons you've learned, particularly in terms of staffing and operations, impact on finances,?

Me personally, I learned that it's good to have a business that is required, more than desirable. So there are businesses out there that had to stop because they’re desirable but they’re not essential and I’m pleased that we were in a sector that was essential rather than the desirable sector.

HA: It’s just been very

eg: Essentially, both

interesting.

For instance, the pupils that would normally not want to come to school are breaking down the door to come to school.

It's completely different for them, the ones that would want to come to school are the ones that probably are not able to come to school, like a role reversal.

your businesses are in the essential sector, education and social care.

HA: Definitely, so we

didn't feel the impact financially, we didn’t have to furlough anybody, everybody was still required. Obviously, we had to cater for some of our workers that were vulnerable and had to shield, we had to pay

64 | experience growth Magazine | Autumn 2020

I learned that it's g business that is re than desirable.

good to have a equired, more

them to stay in isolation because they were additionally vulnerable.

But the size of our staff didn't make that much of an impact.

I thought we managed it fairly well.

eg: What's your outlook for the next few years based on the last few months?

period of lockdown.

For instance, our HR consultant works from home we have a number of financial managers and staff who work from their homes as there's no need for them to be in a centralized location.

Our other managers work from home as well and visit the various sites.

The interesting thing was that we didn't need the of size of office space HA: Like I said the work kind that we previously had that we do hasn't changed where everybody used to but how we do it might congregate in the office. change.

Although that was very In lockdown, there were a good socially, it didn't lot of additional remote really add any value. meetings using Zoom so So the outlook is that this we had already gone remote working is likely to through a kind of continue. restructure, we shrunk our office space considerably and it just so happened to work really well during the

Autumn 2020 | experience growth Magazine | 65

Success.

Stories.

experience

growth.

Business Tips

effective tips t0

master your

MESSAGE online

by Alex

Gordon | Author , Speaker & Coach [www.masteryourmessage.co.uk] Autumn 2020 | experience growth Magazine | 67

I

t is said that people rather die than speak in public but there are no stats that prove people have died as a result of speaking in public. If you find any please let me know.

and the delegates are on their phones instead of listening?

You have no problems speaking or sharing your life stories with your mates.

1. Breathe

So, you know what can happen.

See these as building blocks that will help you enrich your So, what makes some- presentation and build one dread standing up your presence on stage: to speak to people they don’t know?

I think it all starts in the mind, your own assumptions, what you tell yourself people are thinking and saying about you. The same thoughts are there on line, speaking into a camera, because people are watching, eyeballing you.

So, let’s work on you.

Here are my 5 keys to every presentation I have given, not because my content was rich but it was how I felt that affected the way I spoke.

Have you ever sat through a presentation and found yourself sleeping?

Or you look around

You have been waiting for this moment, you have prepared diligently for this, your turn to speak, and as the moment arives: your throat is dry, your knees are buckling, your head is swimming , all because of what you’re thinking. Well you will not die, its just nerves, so find a way to get hold of yourself.

Take a deep breath, inhale through your nostrils and exhale through your mouth, feel your toes

68 | experience growth Magazine | Autumn 2020

pressing against the ground. Repeat until you calm your nerves and lower your heart beat.

While you're breathing visualize yourself approaching the stage, looking into the crowd and accepting this moment as yours. Inhale the excitement, the anticipation and exhale with confidence.

nerves but being able to be yourself on the platform and step into your own style, pace and delivery, your uniqueness. It’s not about how well you speak it’s about your own originality and being the best version of you.

3. Big Picture Thinking

Whenever you stand to speak the audience is 2. Be Bold I am not talking about not expecting something from the presentation. You being scared because of have to be able to take them where they have not been, paint a picture of the possibilities that can be achieved with your expertise. You are the expert for the next 45 − 60 minutes allotted to you.

4. Belief

To speak with conviction and purpose you must believe what you are saying. The audience will connect with the truth you present. Even if you’re nervous in front of the camera but if you’re genuine about what you’re saying, your audience will know.

Autumn 2020 | experience growth Magazine | 69

5. Benefit focused

How will your presentation benefit your audience?

Have you clearly identified the benefits and indicated how the benefits will enhance the lives of your audience members?

A story, a case study can help to get your point across, so they can visualize the impact in their minds.

Will there be a benefit to their finances?

Will it help their business or career?

Will it help their families?

What is in it for them personally?

on your audience not yourself.

You must always remember when you stand to speak your aim must be to deliver your message while engaging with your audience.

Always think of one or two ways you can create engagement when working through your points. 

In the minds of every individual the one question that always needs answering before it’s said, “What’s in it for me?”

It has to be "You" focused,

Have you clearly identified the benefits and indicated how the benefits will enhance the lives of your audience members?

70 | experience growth Magazine | Autumn 2020

Work.

(In a totally different way)

experience

growth.

Business Ideas

ways to

5 things you can act on right now...

?

Autumn 2020 | experience growth Magazine | 73

T

his year has been a game changer in many ways.

or impacted due to social distancing, selling online offers an opportunity to market your products to a One of the ways the growing online marketgame has been changed place. With many jobs is that being online is disappearing, it offers no longer an option. an opportunity to make money and supplement These days, it’s an your income by selling absolute necessity, products online. whatever your area or field of operations Here are 5 effective and low cost ways to do just With face 2 face inter- that: actions being curtailed

With face 2 face interactions being curtailed or impacted due to social distancing, selling online offers an opportunity...

74 | experience growth Magazine | Autumn 2020

1. Write & Publish a book on

an e-book, a paperback or both.

Amazon has not just revolutionized the process of book selling, it has also democratized the process of publishing.

Then I help my daughter write and publish her book which paid for the first trip that she went on.

The only costs that you are likely to incur are You may not see your design costs for a cover, story as having any value editing of the book and and might have concluded marketing costs. And that that no one will want to is very much dependent of read a book from you. your creative, editing and marketing ability.

However, for others who share your interests, your To date I have personally hobbies, your expertise or published 4 books on are going through Amazon. The first book experiences you have took me almost a year to gone through, it may well conceptualize, structure, be a gift. write, edit an publish.

In fact, during lockdown both Judy & I decided to each release a book, With Kindle Direct making use of the down Publishing you can time. We both started in write and publish a April and our books were book and release as out in July and August

Our books that we WROTE & PUBLISHED during lockdown.

Autumn 2020 | experience growth Magazine | 75

respectively.

there is still room for learning experiences that are unique especially if it includes an element of interaction and community rather than just a one way conversation.

We wrote and formatted the books using Microsoft Word and our son Reuben designed the covers, which meant that the start up costs was less than £100. Don’t judge us! :) You can structure your course as a one time Amazon does take a cut event or over a period of from each sale as you time if you want to would expect any include a challenge like platform to do. However, ‘7 Weeks to [fill in the the benefit is that you do blanks]’. not have to layout printing and distribution The cost of a costs upfront which monthly license is makes this a viable start currently just up option or an option. under £10 monthly if bought So, what interest, hobby annually. or experience can you share with your world? Here’s a great tip…

Record the course as you 2. Develop & deliver it on zoom and then you can Deliver a package it and sell it on Course on other training sites like Thinkific, Udemy or For the same reason why Teachable. you’re able to write a book on your interest, hobby, expertise or experience, you can develop and deliver a course online.

I know that the whole world might well be undergoing Zoom fatigue right now, but 76 | experience growth Magazine | Autumn 2020

3. Build an Online Community & Sell Membership on

I would argue that social media is simply an online community of tribes.

people might be interested.

You might be surprised about the value you have hidden in your idea.

4. Register Domain Names with & Sell them on

As Seth Godin says, there are 2 components of a tribe; a shared interest and a way to Have you ever had a web communicate. domain expire and then tried to buy it back?

That is pretty much

what a membership site Many years ago when I provides. was had little clue what I was doing , I allowed the And there is a potential membership site for your main domain that I was using to expire. When I interest, hobby, expertise or experience. went to renew it a few months later. I was shocked to find that my There are a number of £9.99 domain had tools out there but the one that we really like is jumped in price to over $600.

Membervault with a starting price of £FREE for up to 100 members which offers a great opportunity to try it before you buy it.

Start thinking you might be surprised and please at what you can come up with and how many other

I quickly decided to be creative and use another domain name.

That practice of domain flipping is frowned on by some and I can understand why…

However, the kind of

Autumn 2020 | experience growth Magazine | 77

domain flipping I mean are the ones where you anticipate the future value of a domain name and choose it.

Imagine if you had anticipated and registered the domain name covid19.com or coronavirus.com or the various extensions.

A quick search on domain name valuation tool from the GoDaddy valuation tool @ https:// uk.godaddy.com/domainvalue-appraisal will provide an estimate of the value of the domain name that you want to invest in or flip.

5. Join an Affiliate Marketing Programe & Market their Product with

The affiliate simply promotes a product on their blog or website and earns a percentage from each sale.

One of the largest affiliate programs is Amazon Associates.

It works by you sharing products listed on Amazon with your audience Affiliate marketing is the through customized links process in which an and earn up to 12% on affiliate receives a qualifying purchases and commission for marketing customer actions like an individual’s or signing up for a free trial. company's products or  services.

78 | experience growth Magazine | Autumn 2020

Marketing

PR Ready Ways to get

by Colette

Machado

PR & Content Specialist [www.colettemachado.co.uk] Autumn 2020 | experience growth Magazine | 81

1.Social Media

to engage and connect with them and let them Social media is undoubtedly a fantastic know more about you and what you do. On way of getting your their own they are great brand in front of marketing strategies, potential customers.

It gives you a platform together PR and social

82 | experience growth Magazine | Autumn 2020

media are a powerful mix! If you have decided that PR is a marketing strategy that you are going to adopt within your business to help create awareness

and buzz about what you do, it would be wise to start working on your social media platforms as early as possible.

Share your PR on social media

Whether you use Facebook, Twitter, LinkedIn, Instagram or Pinterest – many of your customers and ideal clients use many of these platforms too, so why not use them to your advantage – they are free! When you get PR and you get a link that you can share with a wider audience, posting the link on your Facebook page, in your Facebook group and within other platforms will widen your exposure

exponentially, getting more than 10,000? you in front of thousands of your ideal If it’s the latter, I can clients. bet you that this will hugely increase your However there are also chances of getting a several other reasons to ‘yes’! make sure that your social media accounts are taken care of too.

Ramp up your social media profiles

2.Photographs

Having great photographs can make the difference between Nowadays your social whether you get featured in the media media profiles and or not, however the what you say in them importance of having are highly important.

This is one of the first great quality photos (and having them in the ways in which your ideal client is getting to first place in one’s know more about you. toolkit!) is often underestimated.

Journalists are For most people watching you When you start reaching out to journalists, one of the first places that they look is at your social media accounts in order for them to see how many followers you have as well as how active (or not) you are on social media, and also what you are saying. If you get featured in their media outlet they are keen to know how many people can YOU share the article with.

Is it less than 100 or

taking pictures is not something they love and this is even when the pictures will hardly be seen by anyone. If your pictures of yourself are going to be seen by all members of the public, I can bet you will want to make sure they are not just good – but great!

Invest in headshots

If you have got a iPhone you can get away with taking a great quality photo of

Autumn 2020 | experience growth Magazine | 83

yourself that can be used in the media.

However, why not invest in some nice quality headshots!

blog on own site – even though this is recommended so that you get seen as the expert at what you do.

This will make you feel so much better knowing that you are happy with how you are going to look in the media!

Guest blogging

Product-based pictures

If you run a productbased business, you definitely want to be investing in some good photos. These will help to promote your products in a professional manner and allow journalists to see exactly what it is you have to offer their audience.

Guest blogging allows you to leverage someone else’s audience that they have built up. I personally believe it is one of the best ways of becoming visible in front of a large audience. Make sure that you can get a link to your website at the end of your blog so that any readers of it can easily get in touch with you.

4. Guest Expert

experts in the community on a certain day of the week to share useful tips and insights in the area of their expertise to their audience.

Guest expert on membership sites Many business owners also have membership sites within their communities and sometimes are looking for guest experts to feature within it for their paid members.

And – if you want to get on TV at some stage, one of the best ways to get visible – and confident is to do Facebook Lives.

Journalists will be able to see how credible you are, confident you are and the value that you will bring to their audience!

Building up your credibility and confidence are one of the most important 3. Blogging things you can do if you For some business plan to do your PR in owners who want to get the near or far future – PR or are thinking about and one of the things getting PR, one of the that does both of these 5. Media Pack best places to start is is being a Guest Expert Do you need a media blogging! Blogging on pack or don’t you? in a community. your own site and then Having a media pack is moving to guest There are now hundreds not 100% essential blogging. However, if of Facebook groups for when you approach the blogging is not one of business owners where media but is certainly your current loves or beneficial to have, you may find that the chosen strategies, you owner of it invites guest especially if you have a don’t actually have to product-based business!

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In the media pack you can and should include a personal bio, company bio, product descriptions, high-res images, and a contact sheet, at the minimum.

Your media pack should be professionally designed and in PDF format, if you want to be taken seriously.

Media packs on websites

Some business owners house their media packs on their websites. Others only send it on to journalists if it is asked for. If you have one, I would recommend putting it

on your website.

The less work you give a journalist to do and the quicker they can access your information and find what they need, the closer you are to getting a ‘yes’. 

Autumn 2020 | experience growth Magazine | 85

P

eople love to talk, about coaching: people who themselves. wanted to change their life, small groups of boys who I learned this some were not being fathered and years ago while businesses who were stuck. managing a team. It You could see the light in their became a secret eyes once they weapon. connected. If you doubt me, test it with the next person you meet.

No matter what state of mind Ask it. my staff were in, there was one question when asked or slipped So, what do you think the quesinto the conversation triggers tion is? the imagination.

In 1963 Martin Luther King Jnr. declared to the world while I applied this while championing the civil rights

movement, to over two hundred thousand people, “I Have A Dream”.

Even though he said and did many other things we remember him for this one speech.

The conscious mind distils our reality and regulates our interpretation of what we see, hear and feel. The unconscious mind does not know the difference between what is real and what is not. If you doubt what I am say-

Sales

Creating

good

Customer Relationships Find out what triggers that urge for your customer to make a buying decision.

by Cheryl Nankoo

[NLP Trainer & Executive Coach] [www.thenankoo.com] Autumn 2020 | experience growth Magazine | 87

The cu 88 | experience growth Magazine | Autumn 2020

W

hat are the triggers that urge for your customer to make a buying decision?

Where does that electrical impulse come from that allows a customer to commit to a proposal or purchase a product?

I decided to spend some time analyzing what has triggered my customers to make buying decisions. As an mBIT (multiple brain integration techniques) coach, which looks at how we use our head, heart and gut brains to make important decisions, my main interest was in how my customers use their three brains.

As sales people we know the importance of marketing, branding, features and benefits etc of our products/ services. Analytically, logically and rationally there maybe no reason

why anyone wouldn’t choose to go with our offerings, but all of this just appeals to the customer’s head (i.e their mind).

These needs must be met in our products or services because our customer’s will be looking for these features and benefits – this is their logical head My research shows that brain working. buying decisions initially involves a lot However, my research of head based processes and experiences show but just before the that what turns a decision is made the prospect into a lifelong customer’s gut felt it relationship as a was the right thing to customer, is a heartfelt do. The customer’s connection. heart also plays a very important role because It’s pretty old school customers buy from thinking in sales to people they have a believe that it’s all to do connection with; a sales with the number of person they built calls, frequency of visits good rapport with that or the amount of time they can trust. our target market has seen our message.

As a sales person it’s relatively easy to wrap We may need to our brain around a overcome old school situation, an issue, a thinking and go back to client’s perceived need the reason why we got and tailor our product into the work that we or service to meet those do. needs. Marketing people spend a lot of Knowing our sense time on promotions, of purpose and why we ads and processes that believe that the service will identify, promote or product we are and solve issues and offering will make a meet client’s needs. real difference for our

ustomer’s heart also plays a very important role because customers buy from people they have a rapport with; Autumn 2020 | experience growth Magazine | 89

customers is key.

Sales people can have the best processes, scripts, Caring about what we are marketing and persuasion selling and caring for the skills but if they don’t care customer has to permeate and have a clear sense of and be real throughout an purpose about their role, organization. they will struggle to build

...when a sales person feels genuine to them and demonstrates compassion that they then build a stronger connection.

90 | experience growth Magazine | Autumn 2020

true rapport and have that heartfelt connection with their customers.

My customers have told me that when a sales person feels genuine to them and demon-

strates compassion that customer when I am sellthey then build a stronger ing a service that I truly connection. believe in that I know will make a real difference.

From my own experience I know how it When I walk away from a feels to connect with a client meeting that really

moved the ball forward and I feel that the client really got it, it feels like everyone involved has a bond towards a common goal. 

Autumn 2020 | experience growth Magazine | 91

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