Banking on Digital Growth
Banking on Digital Growth

Episode · 4 months ago

157) #ExponentialInsights: Never Stop Learning - How Marketers Can Prove their Value

ABOUT THIS EPISODE

In today’s rapidly shifting financial landscape, there is one quality every marketer should cultivate…

Continuous learning.

Whether that’s learning the ins and outs of the business or becoming the customer expert, if you never stop learning, you never get left behind.

In today’s show, I’m speaking with a master of continuous learning, Douglas Burdett, Host of the Marketing Book Podcast, who may just be the most well-read marketer around.

Join us as we discuss:

- Why marketers need to never stop learning

- Why every marketer should become the customer expert

- How marketers can overcome negative stereotypes and demonstrate their value to the business

You can find this interview and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.

...the one thing that I don't want to hear anyone listening to this who's in financial services cop out and say, oh no, no, I can't build my brand. I'm in a highly regulated industry nonsense. That is that, is that his excuse you're listening to banking on digital growth. With James robert lay a podcast that empowers financial brand, marketing, sales and leadership teams to maximize their digital growth potential by generating 10 times more loans and deposits. Today's episode is part of the exponential insight series where James robert ley interviews the industry's top marketing sales and fintech leaders, sharing practical wisdom to exponentially elevate you and your team. Let's get into the show greetings and hello, I am James robert ley and welcome to the 157th episode of the Banking on digital growth podcast. Today's episode is part of the exponential insight series and I'm excited to welcome Douglas Burnett to the show. Douglas is the host of the marketing book podcast where he interviews authors of best selling marketing and sales books. So if marketing and sales books are your thing. Listen to the marketing book podcast to get even smarter and I promise that you will continuously increase your knowledge, which is exactly what we're going to do together for you today on the banking on digital growth podcast. Welcome to the show Douglas, Good to be here before we get into some of the the best books that you've read and you read a lot, you've had a lot of conversations over over the past year, Really Going all the way back to 2015 and the insights that you've gained, I just want to start off, what is good for you personally or professionally right now? Oh gosh, you know, it's funny today, I was participating in some sales training that I've been going to for 15 years and they were talking about goals and you look at all these different types of things and I I had, I was struck by gratitude. So a lot of good things, you know, financially healthwise, family dogs, lots, that's, that's really good. And I, and I guess the over this last year and the all the change has been brought on by the lockdown and so forth. Once again, I felt a sense of, of gratitude because there are a lot of people going through some tough times out there in in various ways, so I would say it's all good. Yo I love it, I love it. And and you talked about this idea of looking back at where you've been and and being grateful in the present moment. I'm curious about how you got to this present moment when it comes to the books. You've read the conversations that you've had, what's the story behind the marketing book podcast, which has been named by linkedin as as one of the top 10 podcasts that will make you a better marketer and by far Forbes is one of the 11 smart podcast that will keep you in the know what inspired you to start this journey going back to 2015 in the first place, it's a great question. It's a real personal reason that I'll share with you. But I can remember years ago I met, I think it was Mark Hunter at a sales conference and he's an author who's been on the show twice and he said to me, he listens to the podcast of all things. He said, are you making money with the podcast? And I said, well, gosh, I don't think that's why I started it and uh maybe. But the reason why I started it and why I continue to do it is that I came from an advertising background. I worked at these enormous ad agencies in New York starting in the 1980s, uh then ultimately started my own firm 20 years...

...ago and it was very much advertising. I mean it was if there were other things, clients needed, we would bolt it on and take care of them. But it was advertising and I started to notice things were changing. And even though I was still chugging along with these advertising clients, um I was having to bring website people to client meetings and they were asking me questions about fads, like social media and the internet. No, I'm kidding, Those aren't art fans, but I was starting to feel that's like the metaverse today. Right. Right, Right. Yeah, So I was starting to feel a little bit like I was growing dinosaur scales. I was starting to feel a little more irrelevant, so you think about an ad guy and that had been my whole world, you know, television advertising, all kinds of other advertising and I loved it. And so it really bothered me a lot. It bothered me more than most people, this feeling of irrelevancy, I was too young and immature to retire, I'm still immature, but I I went back to doing what I had done when I got out of the army and I went to grad school and I just started looking at all these different books and looking at different careers and I I didn't quite know where things were going and I stumbled upon an early edition of David, Mermin scott's book, the new Rules of marketing. And pr and there was sort of a cloud parting Eureka moment and I said ah that's where it's going, that's I felt like I got a second bite at the career Apple and I pivoted my business to digital and we even we buy hardly any advertising for clients now. And I I didn't stop reading the books at that point, I kept reading them because it's so frightened me, it's so bothered me that I I just was so I felt so out of touch. And so I continued, you know reading what I thought were the latest books and I realized I've got to get back to continuous learning and so I always like listening to podcasts, particularly marketing podcasts And I guess my favorite thing was listening to authors, books being interviewed. So I thought, you know, maybe I should try this podcasting thing. I've read so many of these books and I've met a lot of these authors. I looked on go Daddy and marketing book podcast dot com was available. So I took that as a sign from on high and my very first guest was David Marian scott. I started this podcast in the beginning of 2015 and every Friday Since then I published an interview with the author of a new marketing or sales book. And what happened was I had read about the 1st 10 already and then I got to about the 11th book and I realized, wait a minute, I'm actually gonna have to read every one of these books on this show. And it was kind of like that feeling when you missed the turn off on the interstate, you realize you're gonna be driving for a while before you can do anything about it. But it's, it's just one book a week and I kind of set up to do that. And it's just been enormously helpful. And I feel like if I'm continuously learning that I'm not so much a drifted at sea and then it's been able to help clients and it's helped me. But then the thing that really sustains me is almost every day from around the world I hear from listeners who have never heard from before and they say, hey, I've been listening to your show for a couple of years. Um even guys like James robert, ley, and they, they say, hey, I've been listening to your show for a while and it's really helpful, You know, it helped me get a promotion or I listened to every one of them and I'm just thinking, oh my goodness, nothing's better than knowing that you're helping somewhere. So I, that's why I do the podcast and that's why I continue to do it. And also, the other thing is, um,...

...we're both, we're both friends with David C baker who's the author of the business of expertise. And when I interviewed him a few years ago, as you know, he is a member of MENSA, which is the highest I. Q. People. At the beginning of that interview, I said, you know, when you walk into a room any room, it's very likely you're the smartest person in the room. And I said, I have never, ever felt that way. So the more that I learned, the more I realize I have more to learn, and I just never, I have felt like the smartest guy in the room and I've worked with a lot of really, really smart folks. So there's a saying that, you know, the more you learn, the more you realize you still have yet to learn. So that's, that's kind of the groove I'm in. Absolutely. And as, as you're unpacking some of that thoughts are just flooding my mind. I, I can't help but think about Jim Maruso and Jim talks about how he has undergone this continuous transformation to stay relevant. He's had multiple versions. And even coming back to David baker, I pulled up something that David recently wrote, he said, my own biggest fear is in financial ruin of any kind. Its irrelevance. So David defined success is always learning, always improving. And if I go down still learning, I'll be able to live with it. And I think that's, I saw that, that's great. Yeah, and I think that's where sometimes like, you know, we're gonna be the teacher, we're going to be the guide. Other times we're going to be the student. But in either experience, there's always something to be gained to make us and others around us even better. And I'm thinking now as you're unpacking some of this, it's almost this, this is your podcast has been a forcing function for you to continue to learn to gain knowledge in. And I can't help but think of one Ceo um, at a bank that we have coached and have advised his team um, over the last probably 12 months, 14 months more or less. And I know for him he reads a book every week like yourself and I could see the Ceo also starting a podcast as a way to communicate internally because they have about 1000 employees or Externally they've got about 80 branches and as a way just to transfer knowledge expertise, build trust relevance. All of this comes back into play. I'm a big believer that the personal brand of an individual has the potential in the digital world to be just as important as say, the corporate brand as a way to build trust people do business with people. Oh, what have been the biggest lessons that you've learned on your podcast journey and we'll move from here in a bit to get into some of the conversations that you've had, but this is just fascinating for what you just downloaded and I'm thinking about one particular banker and maybe a couple more that I've had conversations with who are big readers themselves of taking what you're doing and applying it to the banking space and their little communities would have been the biggest lessons that you've learned and how have you stayed committed to something like this over a period of time when I think that others, it's easy to kind of fall off the trail. Well it is a forcing function. It's sort of like having a workout partner where you know, you're going to meet at six a.m. At the gym or whatever, you know, or or running friends, you don't want to let them down so that there's there's that and I also have a lot of fun doing it. So you know, in lieu of a midlife crisis, I started performing stand up comedy, I'm all better now, thank you. But I'm actually, as I'm reading these books, I'm actually writing jokes in the margins that I could tell during the interviews just because that's I love I love doing that, so it's a lot of fun,...

...but you know um it's funny you mentioned that about banking and obviously your audience is really keen on that and financial services but I ran into a, I went to a christmas party recently with a client and I ran into some banker friends and I was reminded how they have all probably worked for At least 15 different banking brands because I'll say now where are you? And I said are you at such and such a bank? And he goes no that was that was three banks ago and it's not because they were jumping ship all the time is the banks kick getting acquired correct? And then at the same time I have this other friend who he and two other bankers, they all seem to kind of move together and they had a growing commercial lenders, growing book of business and I think the some of the banks they worked for aren't even around anymore, but they are and that's why I think that in this particular line of work, your personal brand is even more important because you don't, you really can't rely on your bank to still be around, even it might be acquired or you might have, I ran into another guy, another christmas party, I guess you get the impression I party a lot, but I was at another party and I ran into this former banker of mine and he I said are you with that you know financial service that he and some other guys went off and started this advisory company and with Wells Fargo and then they left them and started throwing all by themselves. And I was just thinking of course you have, you know, you just keep, you just keep moving around and I think that the personal brand is really important and there have been a few books on the show uh about building your personal brand and uh one of them is by Dorie Clark, she's I've interviewed her four times and her book is called Stand Out, she wrote a book, her first one, she's written a trilogy, but now she's written for but the first one was called Reinventing You, which is a great book about somebody that kind of needs to reinvent themselves. She was a journalist and was fired on monday september 10th 2000 and one the next day was 9 11 and she has ultimately become a paragon of of reinvention, becoming this author and an expert and then she wrote a book called Stand Out, which is very much about, we're talking about like building your brand, becoming known for something And then the third one was called entrepreneurial You, where she writes about how to monetize that I think stand out as a great, when there's another great book by Mark Schaefer who I've interviewed seven times on the marketing podcast and he wrote a book called Known and it was just brilliant. So those are those are two books um that I think would be very helpful. And the one thing that I don't want to hear anyone listening to this who's in financial services cop out and say, and I kind of have a feeling if they're listening to this podcast, they wouldn't say this, but they say, oh no, no, I can't build my brand. I'm in a highly regulated industry nonsense. That is that is an excuse. I mean you tell me, but I there are there are people in uh pharma, there are people in financial services, there are people and other highly regulated industries who are able to build their own brands and become known as an expert and ultimately you become the kind of employee that every ceo wants and can't afford to lose digital growth is a journey from good to great. But sometimes this journey...

...can feel confusing, frustrating and overwhelming the good news is you don't have to take this journey alone because now you can join a community of growth minded marketing and sales leaders from financial brands and Fin techs who are all learning, collaborating and growing together, visit digital growth dot com slash insider to learn more about how you can join the digital growth insider community to maximize your future digital growth potential. Now back to the show, you know, as you're going through that Marcus Sheraton, who we were talking about before before we hit record, he came over and addressed that same exact concern In episode # 83. This idea of don't let regulation be what stops you from building a personal brand. I literally had this conversation with Paul long who is a commercial lender and he is doing some of this stuff and he just doesn't talk about the banking side, but he talks about the expertise which back to David baker, the business of expertise is a great book for the dear listener to really look at how to build around this expertise. And back to your point on on Mark Schaefer, Mark Schaefer had a conversation with him in episode number 98 about the most human company wins. And so I'm I'm I'm right there with you, there's so much potential to learn uh from just these conversations that we're having you and I and don't let fear hold you back from achieving your full potential because I think as a banker, whether you're in the marketing side, the sell side, The leadership side, you have knowledge, you have expertise that can truly transform someone's life to help them achieve their full potential to move them beyond financial stress towards a bigger, better, brighter future. And you're almost doing the world a disservice by letting your own fear stand in the way. And as a natural result, growth will come from that. Speaking of of key trends and patterns that you're seeing here from conversations and you've already referenced a couple of good books around this idea of the personal brand. Maybe let's move up to a macro level Because I think as today's, as of today's recording, you've had 361 conversations of your own with with authors and the books that you've read, what might be some of the the top three most powerful ideas, insights that you've been able to package up for a marketer for someone in cells to help them to help them grow. The things that you know, you ever heard the expression um history doesn't repeat itself, but it rhymes, there are trends that I I see over and over. So I start to do this thing that David baker, David baker on the brain pattern pattern pattern matching. Yes, damn. You know, it's like you and I are brothers from another mother. We were separated at birth here. But so one of the, before I get to those three, let me mention there is something that will possibly hurt a lot of feelings of your audience and I hope you don't lose them because I'm about, I'm about to say, let me, let me let me put your mind at ease with this. Because one of the things I always talk about the I call them the three teas for transformation and there's so much hype around digital transformation. And I believe personally human transformation must precede digital transformation. In fact, because we lack human transformation. That's one of the reasons that digital transformation fails Historically, of the time. Because it's not the technology that that fails. It's the people, it's not that people are failures. It's just our...

...our ability to deal with change at the pace that is that it's been occurring and will continue to occur. It's it's where some of the challenges are. So the very first t of of of transformation is just telling the truth, telling the truth about where you've been, where you're at and where you could go next. And it's not that we're here to hurt people's feelings. We just we have if we don't tell the truth, we will not transform. We will not become even better. We cannot grow from good to great if we don't tell the truth. So that's me, that's me putting your mind at ease, Douglas. So what you're saying is your audience can handle the truth. They can't handle the truth. And if they can't handle the truth well then we might lose, we might lose, you know 1000 here or there, but we'll make them up somewhere else. Yeah. Oh I'm full of book recommendations. Uh a great book and digital transformation is. Howard tear skis winning digital customers really really well done. Um So let me talk about the problem though and that is marketers have an image problem and and and it may not even be accurate or true but there is a widespread perception of marketers as being arts and crafts party planners who work in to make it pretty department and that is you know born of ignorance. But it doesn't really matter because perception is reality and there's just so much misunderstanding and uh you know not really understanding what marketing could do particularly all the aspects of modern marketing and how it's gone from. It used to be very much about the promotion of of something now it's much more about those first three PS. Product price and in position or distribution. But there's been a number of books that talk about how you know there's a very small number of people on boards of directors with marketing backgrounds. A lot of C. E. O. S. Don't come up through marketing and they just they're not really very familiar. And there was a study by foreign aid groups several years ago about perceptions of Ceos, perceptions of marketers by C. E. O. S. And 80% of Ceos do not trust their marketers. They're CMos and what that meant was it didn't mean that C. E. O. S. Wouldn't have the cmos watch their Children or you know house sit for them meant that they did not trust that marketers understood the financial realities of the business they were working for. And that's just a real indictment and I've seen it over and over again, sales people are often thinking the same the same thing. So there are a number of books again on the show that talk about you know, all this this sort of thing. And I think too, so so we we set the stage the conflict of the story there. We are. You know, just it's like if you are a fan of a particular sports team and you meet someone from the their rival, you just have this perception of people and it's not necessarily accurate. But that's just the way, you know the way you might feel so Well there we we definitely are brothers from a different mother because we're thinking the same exact thing. And even in banking on digital growth, I wrote about the problem for marketers is they're viewed as either a glorified in house Kinko's or worse kids that just play with paint and crayons. So I love how you're articulating this because it is so true. You talk about the board of directors problem. Not many marketers, there are C. E. O. S. They typically come up in the banking space or credit union. They come up through uh like the CFO route um or the finance route or the lending route. They don't have the marketing perspective. So we're we're in 100% agreement with with the problem here. Yeah. So the reason I say that is not to upset people and I'm sure that your audience isn't upset, but it's just always be mindful of that. Always be mindful of that. It's like um you...

...know, people who've gone to certain schools, uh like for instance, I was an army officer at one time and I didn't go to West Point, but I had a lot of friends that went to West Point and those, most of them were really careful about not talking about that, right? You know, because not everyone had that opportunity and it was misunderstood and they just, they just were sensitive to that. So I'm saying the same thing with, with marketers, so there are three things out of, gosh, 100 that we could talk about. But the three that I wanted to mention were focusing on your company goals and your customer and continuous learning can dramatically increase the marketers impact and influence. Um So let me, let me let me go, let me unpack those three things, as the kids say. So a company goals, I speak to a lot of uh marketers and they are not able to tell me what their company goals are and I I think they've got their heads down there working hard, But they're really almost 100% focused on activity, the doing, Yeah, the execution of it. Um And there was a book on the show a while back called marketing flex ology by Angelina Jaspers. And it was a beautifully written book only 100 50 pages. And I'm the only guy that keeps track of how long each book is because I read each one But it was really beautifully done and she looked back over Gosh probably a 40 plus year marketing career. And she identified the things that the most successful marketers always seem to have. And she also looked at what the the failures all had. So I would recommend that to your to your audience. And one of the things is what she called a company First mindset just over and over and over again. She saw that the most successful marketers understood what the company was trying to accomplish and she joked that you can't build a marketing career working for an insolvent company. So if you're only worried about your department, your head count your budget without understanding how that's connected to what the company is doing you will fail. So when we talk about um You know a company 1st mindset, what Most specifically that means is something that was talked about in another book called the 12 powers of a market leader by Barda and Bar Wise which is a massive study of marketers and the people who work for them and the people who hired them and so forth. And back to the thing I said earlier about 20 only 20% of C. E. O. S. Trusted that their marketers understood the financial realities is in their book. They said the # one way to solve this problem. Of course it's not easy. But you get in the revenue camp get in the revenue that 20% of marketers they are in the revenue camp and it means that they are ideally able to link what they're doing to revenue which is hard to do. But if you even if you can't do that initially there are certain things you can do to better anchor your activity with what the company is trying to accomplish. And one of them is to this is another one where I know you have a very well behaved very professional audience. But one is, I don't want to hear you say you can't build your brand in a highly regulated industry. And the other one is if a marketer says well I was never told this information you get out you're in the wrong line of work. So you may not be told this information but you need to go find out okay what are our company financial goals? If you're a marketer and you don't know that we'll start start a journey of finding that out. You will immediately separate yourself from the rest of your organization. Now I think people in your audience probably have a better idea of that because their financial organizations but still you...

...know, like what are our company sales schools, who is our most profitable customer? There was an entire book on the show about anchoring your marketing to finding out where your most profitable customers because way too many companies are hemorrhaging money going after customers. They're not profitable. You'd be surprised. And I've done some episodes around this some solo shows just with my own personal thinking of, For example, lifetime value. What's the lifetime value of a retail consumer account? What's the lifetime value of a commercial account? What's the lifetime value of an auto or a mortgage? That was actually chapter 12? And banking on digital growth. Because if we can connect those dots now we're back to your point, we are getting into the revenue camp and that's how we transform marketing from being viewed as a cost center to a growth center because we're able to connect the doing with the actual results that are informed by the thinking back to your point on company strategy, right? And you are, you're a moving target when you're a marketer and people are always saying, why are you doing this? Why are you doing that activity well? But you don't want to have to say is, well, that's what we were told to do or you know that, I can understand why you would say that. But if you can say, well we were told to take that Hill to use a military term. So that's this is how what we're doing here is going to help you take that hill. Uh, that's, that's very helpful and it helps you to um, advocate for more budget. But it also lends clarity to what you're trying to do because otherwise if you don't have that kind of direction, you are, you're committing random acts of marketing and those are, those are deadly. And back to the military thing that the, the joke I like to tell sometimes when I'm giving talks is you know, I was an artillery officer for a few years after college as overseas. And I'll say, you know what, what are the most important things for artillery, You know the big guns, the cannons, the howitzers and people will say things well, you know, ammo, ah gunpowder, water, fuel, food training and all those things are really important. But the most important thing to the artillery is a target without a target. You are completely worthless. And so maybe that background I had is what makes me want to find out. What are you, what are we trying to accomplish here? What hill are we trying to take? So the first one is to understand more about what your company is doing. And I, I think a lot of, I can almost guarantee that if you as a marketer are going off and asking your organization and trying to maybe it hasn't been told to you, but you're trying to infer what the financial goals are. They will start to see you as a different kind of person. You'll you'll be considered more as a more as a business. So that's the first one is understanding what the company's trying to accomplish. Um and I think that baked into that is this thing called marketing leadership. And what I mean by that is not charging up a hill with a platoon, but it's you are sort of quietly walking the halls, you're constantly teaching, you're listening for problems and then you're helping people achieve them. They don't necessarily uh no what you do. Um And I think like we were talking about the expertise that a lot of your audience has, a lot of people will say, oh but everybody knows that. No, no, they don't do not assume that they know what, you know, but more importantly, people appreciate that and you will start to get more of a place at the table. So let me go to the the other too quickly because I know we're pressed for time here. Um The the...

...second thing I talked about was the customer b B the customer expert. Okay. And just a real quick story. There was a, there's a listener I have in new Zealand who contacted me some years back and he said, you know, I used to work in marketing and he went off and did something else and I can't recall what it was because I I think I want to get back into a marketing role. And I've been listening to a lot of your podcast and I'm actually interviewing at this company and I've been able to talk about some of the things you've talked about on your podcast and I really appreciate that. And I said, wow, you know, he's a pretty sharp guy, like a lot of our listeners. And but but he later came back to me and said, hey, I got that job, that's great. You know, and you're always telling your listeners, are there any books you can recommend to contact you? And he said, he's working for some uh, engineering company related to water filtration, some sort of B two B technical thing. Because they're a book I could read about that that you know of. And I said, well, I'm afraid I'm stumped there. I don't know about that particular area. And I'm sure there are, there is quite a bit you can learn about and you should learn about your products, but you've got a lot of engineers working for your company, a lot of experts and they're probably going to forget more about your product and your technology. Then you're going to be able to learn there. Um why don't you become the expert on your customers? Mm hmm. And I gave him, I recommended a book that he read called buyer personas by Adele ravel a and uh and we can talk about that. But he and I think I pointed him to a couple other resources and he said thanks. And then again, I don't know, four or six months later he contacts me again and he said, I did. What was in that book? My goodness. I can't believe it. When I'm talking about the customer, everyone's quiet, they're all listening to me. Even the sales people and the engineers. I have a seat at the table. Now I'm I'm mr customer expert. And so he said, you know, it worked. It worked. So my point is that uh the more that the marketer can be the expert on the customer, it's a major source of leverage and strength and and expertise. And when I say that doesn't mean go ask your salespeople or your commercial lenders or whatever. There have been book after book and I can recommend lots of them to your audience. Uh basically uh you've got to go talk to your customers. You know, it doesn't mean sit down and ask them what kind of barbecue sauce they like. Uh you're in Houston. So I had to I had to say that it's, you know, there's the certain insights you want to get, but it doesn't take that many to start to understand where the friction is in their life. What irritates them what they like with their expectations are. And there's been a number of studies over the years that I've read about in these books, like there was one by bein where they looked at 362 companies and they asked the executives at the company what Percentage thought that they were providing a good customer experience. And I think it was like 80 2% said, yeah we think we're having a good customer experience. Well then what bain did was they went and interviewed customers of those companies. Only 8% of customers said they were getting a good customer experience. So there's a big gap there. And you know, if you can understand and I don't mean like let's say you're working for a bank or credit union, you say what does our customer want? I don't want to hear people say, oh they want um mobile banking or that. No, they don't. They want to lower credit card rate. No, no, no, no, no. I mean go past that. Go way past that, understand what they're latent. Anxieties and desires are. What are they worried about? Uh And there's a there's a lot of great resources out there. But if you can become the customer expert, you will have a lot of power. You will be doing your uh company well. And there's just been book after book on the show that talks...

...about how companies that have the deepest insights into their customers always win and you don't have to be an expert. You just have to understand your customers a little bit more than your competition. And and when you demonstrate that in the sales process and in the content you're providing and the questions you ask of your customers, it doesn't take much for them to think I like these people, they get me, they understand me. So when I say you know you focus on your company goals, understand what they are um and then understand your your customer and I mean that on an emotional on an emotional level. And then the third thing I want to talk about was continuous learning which kind of takes us back to the beginning of this conversation where you and I were talking about continuous learning and in that same book I mentioned by Angelina Jasper's one of the things that she saw the most successful marketers, the trait they had is that they were continuous learners. And she, I believe it was a study she quoted in the book about um something korn Ferry had done like 40 or 50 years ago where they analyzed all these executives And it might have been only 15 or 20% that were focused on continuous learning but a but they over indexed dramatically in terms of C. E. O. S. So when you talk about that Ceo who was reading a book each week, do you see that a lot of people who are continuous learners tend to go to the highest levels of of their businesses. I can't help but think of, I literally just facilitated a coaching session for a credit union who has been in our banking on digital growth program for six years now. And they started by coming to a workshop that we hosted in Houston now, all of that's gone digital. But I made the comment, I said you're in the positioning that you're in because you're committed to continuous learning, you're committed to continuous education, you're not getting stuck in the cave of complacency and it's that new knowledge, that new insight that keeps pushing you forward and you might be in some uncomfortable situations every now and then. But but but just like, you know, being the customer expert, I can't help but think of a conversation that I had with john jane clays and Renee Newman and they were talking about going on a listening tour to literally go out and and ask questions I teach. Um uh what I call the go all in on people because that's part of human centered growth. All being an acronym, we like Blair ends, talks about Blair Topia, I talk about digital growth, Topia. Um and in digital growth Topia, we have acronyms galore because it's the only way that this A. D. D. My can actually remember things that I say. So I have to create like little rules for myself, but going all in is a great way for continuous learning tying it back to being the customer expert where you ask really good at asking good questions you listen to what people are saying and then you can also just learn through observation, not by just what they say, But also by what they do in the context of financial services and you're 100% correct. It's more than just, I want to lower rate on the auto, it's like, what are the pains? What are the questions, what are the concerns and then on the opposite in the spectrum, what are people's biggest hopes? What are their dreams and then figuring out a way to communicate a bridge, a path forward to guide them beyond that present state of conflict, confusion, frustration to a bigger, better, brighter future. And I think that's also what we're talking about to begin with this conversation. It's and it's really neat how it's come full circle. It's almost like a J J Abrams production where we, we've literally gone uh in, in in a 3 60 loop, but it is continuous learning if if, if...

...we could leave the dear listener with something very practical from the role as a marketer, as a sales leader at a bank and a credit unit of Fintech to continuously learn to continue to elevate themselves. What would that one thing be and I'm gonna go ahead and and and throw it out myself and I'd love to get your take on it. My recommendation would be to to listen to the uh listen, listen to the marketing book podcasts because I feel there's a lot of knowledge that they can gain from you very practically, but what would be a recommendation you would have on your end, over there, on your, on your side well and on the marketing book podcast, the host is not the brightest bulb in the chandelier, but his guests are phenomenal and he has enough sense to just let the guests talk. Um, kidding aside, I do read the book and so I try to pull out questions that I think would be of interest to uh, that are interesting to me, but also to uh listeners and also what there's so many myths around this line of work where and I try to help people understand what the myths are. So, uh, in terms of a continuous learning, there are, you know, we talked about a workout buddy, a running buddy. Uh, there are various certifications you can be taking to um even put on your linkedin profile from outfits like google if it's relevant to what your role is or even hubspot. I mean we use their software and They have this hubspot academy and it's got, gosh, maybe 20 or 30 different certifications and they're not about their product. There's, I think only a small number you have, you have to be a customer have any value there, but they teach all about all these different things and you can there really, really well done. I know the folks that work at hubspot academy and they analyze as good marketers do all those types of things and you can start to um build this culture in your organization or it's like, let's say you're a supervisor and you want folks to start learning on a continuous basis, assign them a certification every quarter and take it. You could do a lunch and learn, you know, the marketing book podcast does come out every friday. Um, there are things like that. Like I said, google that type of thing. Um, you could set up book clubs at your organization but finally, you know the the hubspot, one of the co founders, brian Halligan, I saw him on this one video on one of the certifications I think it was a couple of years ago and they were asking him they are a multi billion dollar company now and they've been very successful and their culture is very celebrated. He said what is the number one thing you look for when you hire people at your marketing and sales software company And he called them learn it alls. He said we look for learn it alls. I just thought that was so interesting where he said we want people who are continuous learners who are able to teach themselves, figure out what needs to be done to help us or our clients and go do it. Yes, I love that be don't be a know it all because we'll never know it all be a learn at all so that we can at least just be 1% better. And I think about James clear and atomic habits now with, with being 1% better than we were the day before for someone to continue the conversation and Douglas, thank you for the knowledge and the insight, the wisdom that you have imparted on on the deer listener today from all the conversations that you've had um over the last uh was it seven years now you're going on, going back to 2015. Um what's the best way for someone just to connect with you? Once again you have your podcast. But is there another way that they connect and just say hello? Yeah, let's connect on linkedin. Um and I say that I say...

...that in every episode of my show, I say, you know, if there is a specific book recommendation, I can make, yeah, I don't want you or any of your listeners to have to read 350 to 400 books to find that one or two books that are gonna help you right now, please let me help you. Um so I can send you, I can tell you or any other resource that I know of. Not all aspects of marketing are in books these days, for instance, the latest on a particular social media platform. Um unless it's about strategy, you need, there's some other places you should go and I'm happy to direct folks. They're the one thing I would add some Douglas Burdette on, on linkedin. The one thing I would ask that was please include a message when you connect, when you send me an invite and do that for anyone because unfortunately I get a lot of these uh spammy messages and I just had to stop connecting with everyone that was connecting with me and I'm not even sure, I think it's a lot of bots, I'm not even sure how many carbon based life forms are actually doing that. So do that on twitter and marketing book, but otherwise if you go to marketing book podcast dot com. That redirects you to the section of our agency website about the podcast. Well, thank you, Thank you Douglas connect with Douglas learn from Douglas and we will all continue to grow together. Douglas, this has been a lot of fun, thank you so much for joining me on another episode of banking on digital growth. My pleasure as always. And until next time be well. Do good and make your bed. Thank you for listening to another episode of banking on digital growth with James robert ley to get even more practical and proven insights along with coaching and guidance, visit digital growth dot com slash insider to join a community of growth minded marketing and sales leaders from financial brands and Fin techs until next time be well and do good. Okay. Mhm.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (198)