Angus Nelson: Brand Worth and Personal Value Strategy (EP2)

15-Minute Strategy Podcast EP28: Angus Nelson [Sprocket Talk] In this episode, we talk with Angus Nelson we continue the conversation on the worth and value of you as a person as well as your brand.

If you have not listened to the first episode on Worth & Value with Angus, please listen to that episode first. (EP 27)
In this episode, Angus digs in a little deeper and talks to us about how to take your business, your team, and you as an individual to the next level when it comes to building and understanding the importance of your worth and value.

Angus also paints a picture of how most companies engage with their customers vs how you could be doing it to achieve better and more human results with the buyer's matrix, and creating copy around the buyer's problems.

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About the Expert

Angus Nelson

Angus Nelson is an award-winning author, keynote speaker, and strategy consultant. He has given workshops and talks for some of the biggest brands on the planet and is available to create a memorable and entertaining speech or workshop for your next event.

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Full Transcript

George Thomas 0:08
Ready to spend 15 minutes with the experts you admire need strategy sessions from thought leaders brought directly to your ears. Welcome to the sprocket talk 15 minute strategy podcast where every week George B Thomas uncovers the challenges that sales, marketing and service professionals face and of course, the strategies to help them overcome their biggest hurdles. So sit back and set your sights on growth with these bite sized conversations filled with your strategy goals. Ladies and gentlemen, welcome to the 15 minute strategy podcasts rocket tears. It's your boy George V. Thomas and we are back with another episode of the 15 minute strategy podcast and you know what I'd like to say I'm excited but I think I'm already deep in thought which gets me excited. So I guess I am excited but we are back with my buddy, my pal Angus before we jump into the deep end of the pool and I mean the deep, deep end To the pool with this episode, why don't you remind the sprocket tears of who you are, what you do and where you do it?

Angus Nelson 1:06
Sure. I am the Director of Development for golden spiral marketing, which is a b2b marketing agency focused on technology marketing for FinTech healthtech and cybersecurity. That's what I do where I do it is in Nashville Tennessee it is the it city if you've never been Come on, come on, come on, you can visit but please do not stay. We've got enough people here right now.

George Thomas 1:29
I love it you can visit but you got to go home right? You can't stay here, so sprockets ears. Today, we're gonna dive into what I would say quickly spans business strategy, personal life strategy. And here's the thing it's about the brand value that your company has, that your customers desperately need and want it to have so that they can feel comfortable and trust you and add on to that Your own self worth inside of that brand as well. So Angus, so that we can jump into this conversation? What are the foundational pieces that the sprockets ears, the viewers and listeners need to understand as we kind of move forward into this conversation?

Angus Nelson 2:17
Sure, if you go back through history, from the core of our being, we have always exchange one thing for another, there's always been an exchange of value. And the question that people ask is, what is this word? So it's from the caveman days where they still like, slay some little creature and skin it and take that for and trade it for some clay pots. Like through our history, there's been this barter exchange, and then during a certain period of time, we decide well, what if we had some shells? Or what if we had these rocks, or what have we had? Ooh, what's this? This is some kind of a gold Ooh, this is some kind of a gem, and we placed a value on these items, and then that became this exchange in this bar. system. And so we've always had this element of value exchange. And so the question that we're always asking is, what's this worth. And so that's kind of the foundation element. And then as we've obviously progressed through all the millennial, we've gotten to the place where you know, now our goods and services all have an exchange, our employment has an exchange, and our brand has an exchange, because people will only invest themselves in the things they think are worth it.

George Thomas 3:32
So I love that that's where that ended, because I want to dive into the customer part of this. I think that's important, but we're going to get to the individual and I think this is actually the journey that will get us to the individual. Why is it vitally important, which by the way, my mind is going 100 miles an hour, there's, there's value and worth and there's perceived value and worth. Mm hmm. We'll probably end up unpacking that as we go forward here. But why is it vitally important for the potential customer to, in a minute, understand the value and worth from your company and from you or the employees that surround or in that company.

Angus Nelson 4:11
Well in that instant moment, first of all, you have to deliver a value statement, right? I always say x plus y equals z. So it's, it's I do x for y so they can see because in that instant moment, they can say, hey, that's someone I want to engage with, or, hey, that's a solution for me, or I can refer you to somebody else. So that's number one is you just have to have that instant understanding time is another thing that we value. And if we don't respect people's time, we are already losing traction. And then the third piece of that is, in the context of them understand who you are in that immediate moment has to be that your brand has some intersection of value in their life. You have to meet a need of pain. You have to have a solution for a real felt problem. If you're not articulating that, you lose, we're so busy being biased by our technology or by our our creation or by our team, that we don't actually talk about the problems oftentimes in our marketing and sales language. We talk about the benefits. We don't talk about the pain, and we can learn how to market using conversational language around that pain and that that problem, then people will take a moment and pause and say, Hmm, I want to learn more.

George Thomas 5:32
So let's dive a little bit into that value statement. When you say value statement as here's who we are. Here's what we do. Here's who we do it for. Where should people make sure that that is like upfront apparent so people can actually visualize that and understand it.

Angus Nelson 5:50
It's on the first page of your website. It is at the footer of your email. It is on your business card. It is something that becomes ingrained in the culture of your company that people can instantaneously say it at the drop of a hat. You want this to be something that people are ingrained and entrenched. And more importantly, they own it as part of your company. And the more that you can echo that, and that becomes congruent, the more that your customers will start to grow congruency in it as well. And they will become the advocates of your brand because of the clarity of your value.

George Thomas 6:30
So I love that clarity of your value. They become advocates, there's a little bit I hear affinity maybe even being built here amongst this. So you mentioned time also. How when you're focused on and you've you mentioned focused on the problems versus the benefits. How do you tie those two together where you're having a conversation about the problem, but you're leaning into the fact that you're going to save Some type of time. And is there a type of time or a way that you've seen companies talk about saving time that is more effective? one way or the other?

Angus Nelson 7:11
I don't know specifically that I have an example of that to say, hey, here you go, George, this is this is exactly what I'm talking about. But I think we all have a perceived understanding of what that means. If I have a moment of time to know that there's a solution, then I have an immediate call to action, what do I do? Where do I go? How do I get this started? like that kind of buyers journey is a critical component. And the more that you know, the value that you're bringing and what you're worth as a company, then the easier it is for your customer to say that's a value that I'm willing to exchange my time or give my email or exchange other data points, which we often freely give like, Oh, well, here's my phone number knowing dang it. Somebody's gonna call me you. But I want this thing so bad, I'm willing to get that phone call, or I'm gonna give you my budget for next year. I don't know if I want to get that budget, but I know the moment I do, you're gonna insert me into some segment. Like, these are the things that we have to understand that as the customer is exchanging these pieces of information for us, like, the better, that more clear and more value we can offer, making it worth while for our customer, the more open and candid and transparent there'll be with you. And so there's this element of trust building and all those other things that we've we've talked about before, and that's all part of the buyers journey, which starts with what are we giving here? What are we delivering here? How are we making this worth our brand, or assuming it's our brand worth for our customer?

George Thomas 8:52
Love that. So here's, here's the thing I want to I'm gonna just dive in, because yeah,

Angus Nelson 8:57
by the way, I have a whole acronym for this whole thing. It's Do you want to get into that too?

George Thomas 9:01
Okay, sounds good. We'll dive into that after this question because this one, this is what's burning in my brain right now. And that is, we're talking thus far at the beginning of this 15 minute strategy podcast on the external, the customer, and then immediately understanding the value of the company. I think there's fundamentally a problem in the digital space. Maybe it's just the business space, really. And that is that we focus so much on that. And there's this problem of, but the people inside the company don't understand what we're worth. So like, if you look at a business as a building, it's it's some servers, it's a website, it's some chairs, it's so like, you know it, that's a business. Yeah. The people inside it, if they don't understand the value of the business if they don't understand the the solution to the problems that we're solving. To be talking about versus the benefits? How do we crush that? How do we fix it? How do companies build a self worth in their employees? A value understanding of who they are as a company? And if they do that, so it's how and if what does that translate to the customer?

Angus Nelson 10:20
I am so glad you asked this question. This is like my favorite secret sauce. So from leadership, there has to be an essence of self awareness and emotional intelligence, to understand the culture that they are creating, the people that they are surrounding themselves with, because who you are is what you attract. And as leaders, oftentimes if we're leading with insecurity, if we're leading by power and control, then we will attract people who also do the same and unfortunately, can then it plays of manipulation and plays of coercion and plays of things that aren't congruent with a culture that is effective and healthy and whole. And so if you start at the top, a company has to offer value to its employees. First, we want to push our employee engagement, we want to do employee retainment, we want to do all these elements to, you know, counter this competitive market we're in. However, we do it through ways that we think that we can just give them you know, a raise, or we can just give them you know, some more benefits again. But what we don't do is we don't give them a cause we don't give them a why we don't give them a reason. And so part of this as a leader is to create something that people are moving towards number two is giving them ownership, especially a millennial generation that they get say in the matter. And then a third piece is you go beyond just those benefits and those salaries and the income to show that you care. What does that look like? Is it moments in their life where you can intersect during times of crisis and say we care Get it we understand how can we help? Are there times when you can check people and I'm going to get really deep. Check people into rehab. You get them counseling, marriage counseling, help them with child care, like what are those components of building a culture that we care about people first, because that will translate into how we articulate ourselves and the energy that we bring to the customers that we serve. You're now your culture becomes a marketing tool, because people know that you are worth what you say you are. So the leadership of component of it is so critical. And here's the beauty of it. It becomes contagious. And when people know that they're valuing their worth, that they belong, that they have ownership, they start feeling better about themselves and their self worth rises. And how is that now especially in the marketing world, it is I say before we attract what we are, what we also do is we also articulate or we we are evoke, we we speak, the energy of, of our presence will also emanate that same sense of worth. And now if we are content, then we start to attract people who, like get it. But if we're insecure, if we're, you know, full of anxiety, we actually push and propel people away, both internally as a company. And for our customers. We don't understand the nuance that the way that we write our copy the way we write, whether it's marketing or sales, or the way we get on sales call, the energy that we bring to those conversations is palpable. Like there's a sense there's a tangibility to it. And the more that we can equip our employees with a sense of value and worth, and then equip our companies with that same sense of value and worth, the more that our customers will want to be a part of our brand and be the advocates for all that we do.

George Thomas 13:58
Huh, sprocket As viewers, listeners, I hope you rewind that section. I'll tell you my brain pulled out carrying over cash, relationships over revenue. Because the cash the revenue will come. You said equip when you equip them when you when you humans to feel great about themselves, and they start to just shine that on to the rest of the world, ie your potential customers. It just becomes an easier conversation and easier journey. Man, that is some good stuff. Please rewind that section. As you said something a little bit ago, I don't want to lose this. You said something about an acronym. So explain the acronym to the sprockets ears, viewers and listeners and kind of how they can easily remember this and start to implement this throughout their business and their employees.

Angus Nelson 14:50
Sure. So thanks for asking. Thanks for bringing us back to that. So worth I actually have created into an acronym. And I'll go for real quick and then I'll unpack it for you. Worth is who is the Who? Who are you serving? And being very clear on your avatar or your persona and will impact that second, oh, is the opportunity? What is the opportunity you're presenting? You're not just giving a product, you're not just giving us a service, you're giving them an opportunity? How are you articulating the opportunity? Are is your relationship? What is the relationship you're creating internally and externally? And then t? What is the thinking that you're putting in? What's that strategy? What's the way that you're perceiving and approaching? And then Ah, what's the heart behind what you do? What's that cause? And so to unpack that a little bit more that who, you know, building a persona, again, is not about necessarily a demographic, it's not necessarily about you know, that location and all those other elements as much as it's more of a psychographic, like how are you impacting and intersecting with your brand, or with your product or service in a way that people can connect? With the feelings, the fears and the pains, that's that emotional context. So you have to find a specific person in a specific role. If you're a b2b, you want to say, hey, what is the CEO faced with their q2 earnings. they're faced with, you know, their hiring, they're faced with their leadership, their face with their messaging, like they have a different need than someone who might be a VP of Marketing, where they're very acute on something very different and at the same time, have more complexity, like, what are you articulating to the very person who has a very felt need for your solution? And then number two, the opportunity, that is what you are presenting to your customer like, not phrasing, like I have a widget I have a service I have no no How do you frame that? How do you position that? How do you differentiate that to be bigger, better and more, to be more special, to be more unique to be more powerful, the opportunity is what you want to present is like If you work with us, this is what you get. If you work with us, this is what you can expect. The opportunity is what you're talking about not the benefits. It's like, what is this going to do for you? relationship? The more you develop relationship with your team, and with your company and with your customers, the more that you can see that that is a priority, that you're not just getting through a sales cycle just to make the sale. But what happens after that sale? How are you investing, and cultivating and nurturing and building community and building advocacy and building the evangelistic team of people have had an incredible experience with your company? T, it's your thinking in that thinking. It's like, wow, are we approaching this in a way that's logical in a way that that makes sense? Your thinking is a big component because in that thinking, it's about the mindset. It's about your belief, your energy and your impact and owning your space. It's the philosophy that you bring in seeing a paradox about how you interact with your brand, because it's not about you. And yet it's all about you. It's about, you know, one of these things where you have to die to your aspirations as a company and more so like, like live to give to your customer. Like, these are different kinds of thinking that you bring to the table where innovation is about breaking and learning and growing. Innovation isn't something that's necessarily in the cost factor as much as as an investment factor. You have to think about these very different. And then what about execution? Like how are you approaching like getting things out into the market and testing? Like, we want to build everything and then ship it? No, no, no. What if you can bring some of your customers in and give them ownership and help them with your beta, to help them with your creation and your innovations and your concepts and actually listening to the needs of your customer. And then the last piece is your heart Oh man, this is the biggest piece, you see, because at the end of the day, the hero of this story is not your company. It's not your solution. It's not even your team. The real hero is your customer. And your challenge is not to be the Luke Skywalker of this story. Your goal is to be Yoda. How can you guide them? How can you bring out the best in them? How can you bring your solution in such a way that makes impact in our lives? And furthermore, like, is your customer service, a marketing tool? Are you constantly seeking to help because the heart behind that is what people are looking for? Because you have to be human.

Be a brand worth loving, be a brand worth caring, be a brand that knows its worth, so it's worth engaging. And what I always say is that when you're worth create your work That's the point it's not the other way around. You've got to let your worth come first. And when you put the worth into your work, you make the work worth doing.

George Thomas 20:14
And sprockets here. So I feel like we just went to church. I don't know about you, but that was absolutely amazing. I wish this was the 35 minute strategy podcasts. We're gonna have to take this to a second episode because I have a ton more questions on this topic of worth and value. But Angus just so we can close out this episode. If people want to connect with you, where do you want to send them?

Angus Nelson 20:39
Hey, come and check me out anything on social is at Angus Nelson. And if you want to find out about our strategies and what we do in our company, you can go to golden spiral marketing calm

George Thomas 20:49
and sprockets here's here's the thing with this episode, I want to leave you with this and that is worth and value. It's something that you should focus in on it's something that you should pay attention. internally and externally and of course, you're gonna wait for the next episode or binge the next episode where we're going to talk about this more, but we'll be here waiting for you in the next episode. Did you enjoy this episode of the 15 minute strategy podcast, we'd love to know. leave a rating and written review wherever you listen to your favorite shows and keep that learning going by visiting sprocket talk comm sign up for your free membership. And in that membership area, you can find bundled episodes where we combine like strategies to help you grow better make the world better and share this episode with your friends and co workers who may be battling this same obstacle. You can always reach out to George B. Thomas on Twitter with questions or guest suggestions or just to talk about your favorite Marvel superhero and go out into the world and leverage this strategy for your success. And we'll see you on the next episode of the 15 minute strategy podcast.