Tag Archives: empathy

Nonprofit Radio for December 20, 2021: Zombie Loyalists

My Guest:

Peter Shankman: Zombie Loyalists

Peter Shankman is a 5x best selling author, entrepreneur and corporate keynote speaker. His book “Zombie Loyalists” focuses on customer service; creating rabid fans who do your social media, marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas for you to think about over the holidays. It originally aired 12/19/14.

 

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[00:00:04.14] spk_3:
Hello

[00:00:52.94] spk_2:
And welcome to Tony-Martignetti non profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d suffer the embarrassment of Brome Hydro sis if I had to walk through the idea that you missed this week’s show. Zombie Loyalists. Peter Shankman is a five time best selling author, entrepreneur and corporate keynote speaker. His book, Zombie Loyalists, focuses on customer service, creating rabid fans who do your social media marketing and PR for you. This is our annual rebroadcast of a show with very smart ideas

[00:00:57.71] spk_1:
for you to think about

[00:01:19.84] spk_2:
over the holidays. It originally aired December 19, Antonis, Take two Thank you for the year We’re sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o. Here is a zombie loyalists.

[00:02:41.54] spk_1:
Peter Shankman is a well known and often quoted social media marketing and public relations strategist. His latest book is Zombie Loyalists. He wants you to create rabid fans who do your social media marketing and PR for you. He’s got super ideas and very valuable stories. I’m very glad Peter Shankman is with me in the studio. He is the founder of Haro. Help, a reporter out connecting journalists with sources in under two years from starting it in his apartment. Horror was sending out 1500 media queries a week to more than 200,000 sources worldwide. It was acquired by Vocus in 2010. He’s the founder and CEO of the Geek Factory, a boutique social media, marketing and PR strategy firm in New York City. Peter is on NASA’s civilian Advisory Council. You’ll find him at Shanklin dot com, and he’s at Peter Shankman on Twitter. His latest book is Zombie Loyalists, using great service to create rabid fans. I’m very glad his book brings him to nonprofit radio and the studio Welcome, Peter. Good to be here, honey. Thanks Pleasure. You, um, live on the West Side of Manhattan And you and you. There’s a there’s a pretty well known five star steakhouse. I’ll get Wolfgang’s not far from you,

[00:02:44.54] spk_0:
but you pass

[00:02:45.28] spk_1:
it to go to a different steakhouse. Correct? Morton’s correct. Why is that?

[00:04:33.94] spk_0:
I am a zombie loyalist to Morton’s. What does that mean? I, uh love the service, the attention to detail, the quality, the the sort of where everyone knows my name mentality. When I walk into that Morton’s or any Morton’s around the world, they have a tremendous, uh, customer relationship management system. When I call one number, uh, in New York or anywhere in the world, it they know who I am by my cell phone. And, uh, I’m treated with just, you know, phenomenal, uh, happiness to to hear from me and my wishes are granted as it were. I we have a happy hour holiday party coming up at Morton’s next couple of days. And, you know, as always, I forgot to call and make a reservation. And, you know, I called yesterday and said, Hey, I need a, uh, she has to get a reservation for seven people. Um, you know, Thursday night at seven p.m. Which is, you know, the week of the holiday party, and, uh, they looked and they said, Oh, well, and then I guess their computer system kicked in. Of course, Mr Shank, not a problem at all. We’ll get the frame and we you know we’ll have. We’ll have a great booth for you that, um, you know, and we’ll we’ll tell us the names of people attending and, you know, you know, you know, they’re gonna have specialized menus for them and their names on they Really, they have a really high level of service that they provide, not just to me. That’s the beauty of it. You know, it’s one thing, everybody. Yeah, it’s one thing that they just provided to me, but they do that for everyone. And that is huge because, you know, being able to call when a normal person makes reservation. And not that I’m special. I’m actually rather abnormal. But when a normal person makes a reservation and says, Uh, no, Martin says. Okay, great. Are you celebrating anything? So, yeah, it’s my wife’s birthday that’s always asked to anyone who calls. I said, Oh, you know what? It’s my wife’s birthday. Great. What’s her name? And her name is Megan. Whatever. And you go in and they and you sit down on the on the on the menu. It says, Happy birthday, Make it. And then Megan, whoever she happens to be, we’ll spend the next 45 minutes, you know, taking 50 selfies with her menu and and that will go online. And when her friends, you know, want that same experience, they’re going to go Morton’s,

[00:05:04.54] spk_1:
you say, uh, in in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I wanted to start with that Morton story, which is in the middle of the book. But they do it for everybody, and then they have the V. I. P. S as well. And there’s the terrific story of you tweeting tell that story. That’s a good story. It’s

[00:07:24.54] spk_0:
a good story. I love stories. I was flying home from a day trip to Florida and was exhausted and starving, and they trip meeting you’re flying down and slow down at six a.m. At a lunch meeting, flew back the same day. You know, one of those one of those days, and I jokingly said, the tweet Hey, Morton’s, why don’t you meet me at Newark Airport when I land with a porterhouse in two hours? Ha ha ha ha ha. Um, you know, I said it the same way you’d say, Hey, winter, please stop snowing. Things like that and I landed. Uh, find my driver and sit next to my driver is a, uh is a waiter in a tuxedo with the Mortons bag. They saw my tweet. They put it together. They managed to bring me a, uh, a steak and, you know, as great of a story as it is, it’s that’s that’s it’s a great stunt and it’s a great story and it wasn’t stage, and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering states airports. They’re about making a great meal for you and treating you like world when you come in. And you know, if they just did that, if they just delivered the state of the airport, but their quality and service sucked, you know, it wouldn’t be a story because, you know, you know what they did for Peter. But, you know, my steak is cold. So what it really comes down to is the fact they do treat everyone like kings. And that’s that’s really, really important, because what ends up happening, you have a great experience importance. And then you tell the world you know Oh, yeah, Great dinner last night. that was amazing. I would totally eat there again. And as we move to this new world where you know, review sites are going away and I don’t I don’t need to go to yelp reviews from people I don’t know. You know, if they’re shills or whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and and people in their network who they trust by default, I trust. So that’s gonna be that’s already happening automatically. You know, when I when I land in L. A and I type in steakhouse, uh, you know, not me. I know, I know where the steak house in l. A. But if someone types into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the steak houses on Google map. But if any of their friends have been to any of them, they’ll see those first. And if they had a good experience, only if the sentiment is positive. Well, they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting out of photo Oh, my God. thanks so much. Martin’s love this. That’s positive sentiment. The network knows that. And so if you’re looking for a steakhouse, you know, and your friend six months ago, I had that experience. Oh, my God. Amazing state. This is a great place. There’s a the sentiment’s gonna be there. And and And the network will know that network will show you that steakhouse because you trust your friend.

[00:07:25.84] spk_1:
And this is where we start to cultivate zombie loyalists. Exactly. Through this awesome customer service of the customers, you you have to say more about

[00:08:22.64] spk_0:
zombie. I mean, you have so many companies out there who are trying to get the next greatest customer. You know, you see all the ads, you know, the Facebook post. You know, We’re at 990 followers are 10 are 1000. Follower gets a free gift. Well, that’s kind of saying screw you to the original 990 followers who you had who were there since the beginning. We don’t care about you. We want that 1000 you know, that’s not cool. Um, the the the companies who see their numbers rise and you see their fans increase and their their, um um revenues go up are the ones who are nice to the customers they have. Hey, you know, customer 8 52. It was really nice of you to join us a couple months ago. How? You know, how are you? We noticed that you posted on something about a you know, your car broke down. Well, you know, we’re not in the car business, but, you know, your your two blocks from our our closest outlet or whatever. And you know, if you if you need to come in, have a cup of coffee when I use the phone, Whatever. You know, those little things that you can do that that that really focus on the customers you have and make the customers. You have the ones who are the zombies who tell other customers how great you

[00:08:35.54] spk_1:
are. And this all applies to non profits, certainly as well in

[00:09:12.94] spk_0:
the system. But even more so, I mean, if you you know, non profits are constantly worried about how to how to make the most value out of their dollar and how to keep the dollar stretching further and further, and you know you have this massive audience who has come to you, who is a non profit? Who said to You know, we want to help here we are volunteering our help and just simply treating them with the thanks that they deserve, not just as simple. Hey, thanks for joining us, but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase your donations as well as, um, making them go out and tell everyone how awesome you are and letting them do your PR for you. And

[00:09:17.22] spk_1:
that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers organization who aren’t able to give a lot. But giving time is enormous.

[00:09:25.27] spk_0:
And if you know if they have such a great time doing it, they’ll bring friends

[00:09:29.84] spk_1:
as zombies.

[00:09:49.84] spk_0:
Do you know zombies have one purpose in life? A. Real zombies have one purpose in life that’s to feed. It doesn’t matter. How the Mets are doing it doesn’t matter, you know, because chance that they lost anyway. But it doesn’t matter how, how anyone is doing, you know, or what’s going on in the world and any kind of bad. It doesn’t matter what matters with zombies. Where are they gonna get their next meal? Because they feed and they have to infect more people. Otherwise they will die zombie loyalists to the same thing. All they have to do is make sure that their customer, they tell the world, and we all have that friend who does it. You know that one friend who eats nothing but the olive garden because oh my God’s greatest breadsticks everywhere, you know and they will drag your ask the olive garden every single time they get that chance. That’s a zombie loyalist,

[00:10:04.75] spk_1:
and you want them to do that for your nonprofit, and there’s a big advantage to being a smaller, smaller organization. You could be so much more high touch, and we’re gonna talk about all that. We got the full hour with Peter Shankman. Gotta go away for a couple of minutes, stay with us.

[00:10:35.54] spk_2:
It’s time for a break. Turn to communications. You’re 2022 writing. Do you have time to do all the projects that you need to do? Like social posts and blog posts, newsletters and annual report Web updates board reports, fundraising appeals and acknowledgment messages. What about your staff Communications? What about your process? Documentation? What about training and on boarding documents?

[00:10:51.74] spk_1:
Do you need help with writing

[00:10:53.52] spk_2:
In 2022?

[00:10:55.64] spk_1:
I mean, you can talk to them about

[00:11:24.24] spk_2:
2023, but that seems premature. But if you need help in 2022, with all your projects talk to turn to, they can create the content for you. They’ll get to know your tone and your messaging. They’ll create in your voice, turn to communications. Your story is their mission. Turn hyphen two dot c o. Now back to zombie loyalists.

[00:11:27.44] spk_1:
Peter, it doesn’t take much to stand out in the customer service world, does it?

[00:11:52.24] spk_0:
It really doesn’t, you know. And the reason for that is because we expect to be treated like crap. You know, if you think that I I I love this example. Whenever I give speeches, I asked, I asked everyone the audience I’m like who here has had a great flight recently, Like at least one person raised their hand. I’m like, Okay, what made it great and without fail. And I said, Well, we took off on time and I had the seat I was assigned and we landed on time. And so you paid for a service. They delivered that service and you’re over the freaking moon about it. Like that’s the state that we’ve become. You know, that’s how bad customer service has been that you are just beyond thrilled that they did exactly what they said they were gonna do it. Nothing more.

[00:12:05.51] spk_1:
Less than 20 minutes in the post office line.

[00:12:24.44] spk_0:
And I’m ecstatic Exactly. You know, it’s so we really are at a point where we only have to be one level above crap. I’m not even asking my client to be good. Just one level of crap. You know, if everyone else’s crap and you’re one level above that, you’re gonna win. It’s my favorite. One of my favorite jokes. Um, the two guys are out in the woods hunting in the woods and or just jogging and was the first one sees a bear and they see these bearings bears raised and he’s about to strike. And the first one reaches down and tightens up his laces on his running shoes and see what the studios don’t be. Don’t be. Don’t be an idiot. You can’t outrun a bear because I don’t need to. I just need to outrun you. You know, I love that joke because it’s it’s so true. That’s the concept. You know, all you have to do is be just a little bit better than everyone else and you’ll win the whole ballgame.

[00:12:50.14] spk_1:
Now we have to set some things up internally in order to have the structure in place to create these The zombie loyalists.

[00:16:14.14] spk_0:
Yeah. I mean, you have a you have a company where the majority of people in your company are afraid to do anything outside the norm, you know? I mean, look at look at the cell phone company. You know, they call them cause you have a problem, right? 18 T or T mobile. You call them, you have a problem. They are actually the customer service people to handle your caller, actually judged and rewarded based on how quickly they can get you off the phone. You know, not on whether or not they fix your problem, but how fast they can get you off the phone. Which means how many more? Cause I remember I worked when I worked in America Online. We all had to do a day of customer service every month just to see what it was like. That was a brilliant idea. But, you know, again, it was a system called Vantive, where you’d sign on and as soon as you signed on, if you want to call, you know, that was tacked against you. And if you were in a call and and it went over a certain amount of time, that was tacked against you, So the decks were stacked Not in the favor of the customer. There are some companies out there who allow their customer service employees to simply be smarter about what they do and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon, uh, wireless. I went overseas as in Dubai, and I landed to buy and I turned on my phone. I had gotten global roaming on my phone, Which, you know, $20 for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, like before I’m even off the plane. I get a text that you’ve used $200 in roaming charges on what the hell you know, $300 by the time I get off the plane. Like something’s up here. So I called Verizon and a nice guy answer the phone and Oh, yeah. I mean, you know, the first thing that was Yes. So you do have global roaming, but it doesn’t work in Dubai, I’m like, Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think is the issue. And so the, uh I said, Well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file build me like I don’t know. Can you give me, like, 1000 bucks and just let me have the phone for, like, the week? And you know, daddy, you know, 500 bucks, I won’t go over two gigs. Would just do something for me. Sorry, sir. I’m not authorized to do that. Um, you can. I’m like, So what do I have? He’s like, Well, you can pay $20.48 a megabyte. I’m like, I’m sorry. Seriously, which equates essentially two. I will be charged $20.48 seconds, $20 or 48 cents for every I think at the time was for every four seconds of the video Gangnam style, if I decided to watch on my phone Like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to do by the mall of the Emirates, which is the largest mall in the world, has a freaking ski slope in it. And I’m not joking. It has a ski slope in the small and, uh, went to one of the 86 different electronic stores in this mall. Uh, but an international unlocked version of the same exact cell phone I have went next door to the local SIM card store, bought a SIM card that gave me 20 gigabytes of data and 1000 minutes of talk for $40. I then put that in my phone because it’s an android phone. I simply typed in my user name and password for Google and everything imported, and Verizon did not get a penny on that trip. Um, how easy would have been for Verizon to say Okay, you know what? We’ll cut your brake uh, they still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderful, how helpful they were. Instead, They guaranteed that I will never they will never make a penny for me on any international trip. And I take, what, 15 of them a year. Because now my cell phone, um, my international cell phone that I bought all I do is pop out the SIM card in my land. Wherever I am, put in a new SIM card. So

[00:16:14.85] spk_1:
and you’re speaking and writing and telling bad

[00:17:32.54] spk_0:
stories, Of course. And and every time I tell the story about Verizon, I make it a little worse. Apparently, Verizon, uh, tests out the durability of their phone by throwing them kittens. I read this on the Internet Must be true, but, you know, not necessarily. But you know, the concept that that all they had to do, all they had to do was in power mark customers. And it wasn’t Mark’s phone. Mark was a really nice guy, but he was not allowed to do that. He would get fired if he tried to do a deal like that for me. And so it’s this concept, you know. And the funny thing is, it comes down to if you really want to go down the road. In terms of a public company like Verizon of where the issue is, you can even trace it to fiduciary responsibility because the fiduciary responsibility of any company CEO all the way down to the employee is to make money for the shareholders. Okay, that’s the future. Responsibility means by not allowing me, they’re not allowing Mark, the customer service agent to to help me and take a different tack. He’s actually losing money. Too many CEOs think about the next quarter, so we have to make our numbers. Next quarter, I’m fired. Companies in other countries tend to think of the next quarter century, And they make a much bigger difference because they think, Okay, what can we do now that will have impact in the next 5, 10, 15 years, you know, and really implement the revenue that we have and and augment and companies Americans don’t think about that, and that’s a big problem. I

[00:17:39.24] spk_1:
buy a product line, uh, has a lot of natural and recycled materials its seventh generation and their, um, their tagline is that in in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian.

[00:17:48.98] spk_0:
It’s a great it’s a great line. I mean, just think about how much money Verizon would have made for me in the past three years. Just just in my overseas, you’d be telling

[00:17:55.71] spk_1:
a story about like them about Martin’s like the one of Morton’s

[00:18:19.64] spk_0:
look, a lot of people listen to me and they for a time when you Googled roaming charges variety When you Google Verizon roaming charges. My story about how I saved all this money came up first because I did the math. And if I had not called Mark and bought my own self on and done this, I would have come home with $31,000 cell phone bill and your damn of what I’m gonna do anything about that would be like up Too bad. Sorry should read the fine print

[00:18:23.91] spk_1:
and plus the the employee who sold you the quote international

[00:18:27.56] spk_0:
plan, right?

[00:18:28.53] spk_1:
I’m sure you told her,

[00:18:29.93] spk_0:
she said, where we’re going, I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy, was she? Probably. It was near Canada, but, uh, yeah, Long story short, I couldn’t use it.

[00:18:40.14] spk_1:
All right. So employees have to be empowered. There has to be. We have to be changing a thinking too. I mean, the customer has to come first. The donor of the volunteer

[00:20:41.74] spk_0:
Don’t volunteer. You get at the end of the day, where is your money coming from? I don’t care if your nonprofit or Fortune 100, where’s the money coming from? You know, and if you we see it happening over and over again, we’re seeing what you’re seeing right now. Play out every single day with the company uber, um, and uber. It’s so funny because uber makes, uh, you know, they’re valued at $40 billion right now, but that doesn’t mean anything that doesn’t mean anything. If people are running away in droves, which people are, there’s a whole delete your uber app movement. People are God’s people are leaving. What’s the problem? Well, it’s several number one. That uber is run by a bunch of guys who honor the bro code. The company was actually started by a guy who, in on business in business insider, said he started the company to get laid. Um, his goal was to always have a black car When he was leaving a restaurant, uh, to impress the girl he was with that he came out and said that And you see that culture run rampant throughout uber, um, from their God mode, where they can see they actually created. It was, uh I don’t know where I read this business insider as well. It was They created a hookup page that showed or or or or walk of Shame Page that showed where, uh, women were leaving certain apartments like on weekends going, leaving certain place on weekends, going back to their home. Um, it was obvious that they, you know, met some guy like they did that. And then, of course, just their whole surge pricing mentality, which is, you know, two days ago there was a couple days ago. It was a the terrorists of the figures, a terrorist attack in Sydney at that at that bakery and Sydney, uh, uber and Sydney instituted surge pricing for people trying to get out of harm’s way. You know, and and they later refund it. Always a computer glitch. You know, I’m sorry. You have a stop button. And you can when you see something happening like that, this has to be someone in the office, because you know what? Not cool. We’re going to take care of that and and hit the stop button. And it was Yeah, bad tons and tons and tons of bad publicity. You know, I was having an argument with one of my facebook page facebook dot com slash peter Shankman Because they said, Oh, you know, um, so what? They don’t they don’t turn on surge pricing, don’t have enough cabs there, and, you know, people can’t get home. I said I’m pretty sure that the only I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars, their private cabs, ubers, whatever. Yet the only stories I read about companies screwing up during the event where uber not Joe’s Sydney cab company. You know, I didn’t see him screwing up because he didn’t turn on surge pricing. You gotta You gotta respect your customer. You have to,

[00:21:07.34] spk_1:
As we’re training for that then not only, uh, trying to change their mind shift. Well, in in trying to change that mindset rewards for for customers, for employees that do go, do go the

[00:22:11.74] spk_0:
extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and I understand they won’t get fired, you’re not gonna get into. I always tell every one of my employees you’re never gonna get in trouble for spending a little extra money to try and keep a customer happy. You’ll get fired for not doing it. You know, you get fired for, not for seeing an opportunity to fix someone and not taking not doing everything that you could. You know? Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they can fold a bedsheet but for how well they understand people. Because in Rich Collins mind, it’s much more important to be A people person and be able to be empathetic. And that is such a key word. Empathy is just so sorely lacking. You know how many have called customer service? Yeah, you know, I have to have to change my flight. My my my aunt just died. I really need to 100. Okay, great. That’s $300. I just want to go an hour earlier. You know, you show up at the airport, your bag is overweight by half a pound. $75. I just Can you Can you just cut me some slack? Nope. So empathy and giving the custom, giving the employee the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:22:18.91] spk_1:
And this is where a smaller organization has huge

[00:22:33.84] spk_0:
advantage. It’s easier to change. That’s what kills me. You know, I go to these. I try to frequent small businesses when I can I go to some of these small businesses and they won’t they act like large businesses, you know, in the respect that they don’t have a like they

[00:22:35.45] spk_1:
want to be respected. Almost. They

[00:23:14.14] spk_0:
Don’t have, like, a 66,000 page code that they have to adhere to. They can simply, uh, do something on the fly. And yet, for whatever reason, they won’t do it. And and it’s the most frustrating things. Like guys, you’re acting like a big you’re acting like Mega Lo Mart here, you know, And you’re not Mega Lo Mart, and you’re just Joe’s house of stationary, whatever it is and you know, Not be able to help me. You’re pretty much killing yourself because you don’t have 85 billion customers that come through the door after me, you know? But I have a pretty big network, and for small business to get killed socially, as social becomes more and more how we communicate, you know, it’s just craziness.

[00:23:23.64] spk_1:
It’s, you know, we’re pretty much in the world. I think we’re something almost hasn’t happened to you unless unless you share it.

[00:25:44.34] spk_0:
I joked that, you know, if I can take a selfie. Was I really there? Um but it’s true, you know, we we do live in a world where, you know, I remember God 10 years ago. Maybe not even not even 10 years ago. I was one of the first people to have a phone in my camera you know, and it was like drinking from that’s what I said. Yeah, I can’t find my phone right. And it was like a I think it’s a 0.8 megapixel, you know, it looked like I was taking a picture with a potato. But it was, um it was this. I remember it was 2000 and two, and I was in Chase Bank and there was a woman arguing with the teller, and I pulled out my video. You know, it was it was the crappiest video you’ve ever seen. But I pulled it out and I said, You know, uh, I started recording, and the woman behind the woman behind the counter was the woman behind the counter was talking to the customers, saying, You do not speak to me that way. You get out of this bank right now and the customers saying, I just wanted my balance, and you and the manager comes over and get this whole thing on my little crappy three g Motorola phone phone. And I remember I posted online, and Gawker picks it up. I gave my email. You know, my headline I put on my blog was, you know, chase where the relationship is that Go after yourself, you know? And it was It just got tons of play. And then Gawker picked it up. It went everywhere. Totally viral. So it’s one of those things here, just like, you know, this was in 2000 and two. It’s 12 years later. How the hell can you assume that nothing is being that you’re not being recorded? You know, I I remember blowing I sneezed a couple weeks ago and, uh ah, not to get too graphic here, but I needed a tissue big time after I was done, anything. I remember going through my pockets looking for desperate, looking for tissue and looking around making sure I wasn’t on camera somewhere that someone didn’t grab that. Give me the next viral sensation, you know? I mean, I went God, I went to high school with eight blocks from here, right? If the amount of cameras that are in Lincoln Center today Were there in 1919, 90 be having this conversation entirely, I’d be having this conversation behind bulletproof himself. And, um, yeah, so you know, you’d be you’d be talking to You have to get special clearance to visit me, probably at the Supermax in Colorado. So, you know, it’s it’s one of those things that you’re just like my kid, who’s who’s almost two years old now is going to grow up with absolutely no expectation of privacy the same way that we grew up with an expectation of privacy. And I’m thankful for that because she will make a lot less stupid moves. You know? I mean, God, the things that I thought, you know, in, in, in, in high school I thought the stupidest in the world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Jeez, thank God

[00:25:59.64] spk_1:
creating these zombie loyalists. And we’ve got to change some. We’ve got to change culture and thinking and reward systems. Let’s go back to the cost of all this. Why is this a better investment than trying to just focus on new donors?

[00:27:20.74] spk_0:
I love I love this analogy and I’ll give you a fun analogy. Let’s look at a bar and there’s a very cute girl across the across the park and she catches my eye catcher. I go up to her go. You know you don’t know me. I am amazing in bed. You should finish your drink right now. Come home. Let’s get it on. I’m gonna impress. I’m that good chance that she’s gonna throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably understand. Now let’s assume let’s assume an alternate world. I’m sitting there on my phone. I’m just playing like, you know, some words with friends like that. And, uh, she’s over there talking to her friends, one of her friends. Holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. He’s in this fantasy world. I’m single, too. He’s I think he’s single and he’s having this amazing guy. I know he has a cat you have. You should totally go talk to him. At the very least, I’m getting this girl’s number. That’s PR. Okay. And what do we trust? More me with my, you know, fancy suit collar Going over the seventies, leaders did. Hi, I’m amazing. Or the girl saying, Hey, we’ve been friends since third grade. I’m recommending that guy. You should trust me on this, You know, obviously that that’s where, uh, good customer service comes into play. And that’s where corporate culture comes into play. Because if I have a great experience with you and at your company, I’m going to tell my friend when they’re looking and I will stake my personal reputation on it. And there’s nothing stronger than that.

[00:27:26.19] spk_1:
And these are the people who want to breed

[00:27:27.55] spk_0:
as it’s stronger than advertising stronger the marketing

[00:27:30.74] spk_1:
and they’re gonna share. People

[00:27:55.94] spk_0:
want to share that. I think about the Internet runs on two things. It runs on drama, drama and bragging or bragging and drama. And if you if you need any proof of that, you know, go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad, whatever. But then look at all the good Hashtags. You know, when our flight’s delayed for three hours and we lose our seat. Oh my God, I hate this airline. Worst airline ever. But when we get upgraded right hashtag first class bitches or whatever it is, you know something stupid like that and the whole because we love to share. It’s only a great experience if we can tell the world, and it’s only a bad experience if we can make everyone else miserable about it as well.

[00:28:54.94] spk_2:
It’s time for Tony’s take two Thank you for the year. It’s been another the second in a row up and down years. But you can count on nonprofit radio, and I know I can count on you are consistent, loyal podcast listeners year after year or some of you. Some of you knew this year. Welcome. Whether you knew this year whether you’ve been with us for a long time. I mean, this is show # 570. So, have you been with us 570 shows? Um, that’s a long time that I’ve been here. I’ve been here 570, however long. Thank you. Thanks for being with us. Yeah. And up and down year yet again. But, you know, you can count on nonprofit radio,

[00:29:00.74] spk_1:
and I know I can count on you.

[00:29:31.84] spk_2:
That’s the That’s the bargain. So thank you. Thanks for the year. We’re gonna be off next week and then and then back in early January. Thanks very much. So glad to have you with me. That is, tony. Stick to We’ve got Boo Koo, but loads more time for the classic zombie loyalists.

[00:29:41.34] spk_1:
Peter, you have a golden rule of social media that that a good number of customers like to share and people are going to keep doing it.

[00:31:15.14] spk_0:
People will always share again. It goes back to the concept that if you create great stuff, people want to share it because people like to be associated with good things. If you create bad stuff and buy stuff, I can meet, I mean anything from a bad experience. Too bad content. People not only won’t share that, but we go out of their way to tell people how terrible you are. Um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies are tweeting, um, you know, completely unrelated things after after a random school shooting? Uh, no. It was after the shooting at the theater in Aurora, Colorado at the Dark Knight. Um, the NRA tweets. Hey, shooters, what’s your plans for this weekend? You know, and I’m just going, really, you know, but And of course, the thing was, the thing was retweeted millions of times, you know, with the sort of shame on the NRA. So we we’re a society. Like I said earlier, that loves to share when when great things happen to us, but loves to tell the world when we’re miserable, because we’re only truly miserable. We make everyone else miserable right now, Um, it’s funny you mentioned, uh, generosity series, Uh, the one of my favorite stories, which goes to sort of a bigger picture of culture. And, um, somehow when you’re just doing your job because that’s what you’re supposed to do your job. But you don’t realize there are ways to get around that. I I listened to your podcast, among others, when I’m running through Central Park, Um, and more like, if you know, my body type more like lumbering through Central Park. But I get there. I’m an iron man. I have, I have that. And so I go through Central Park and it’s super early in the morning cause I usually have meetings and I don’t run fast. Um, I run like I really don’t run fast, but But as I’m running, But

[00:31:24.23] spk_1:
let’s give you the credit. You have done a bunch of iron man. I have try.

[00:33:28.64] spk_0:
I do. I do it, you know, my mother tells me that I just have very poor judgment in terms of what sports I should do. But, um, on the flip side. I’m also a skydiver, which is with my weight is awesome. Yeah, I fall better than anyone. Um but so I’m running through central park. Last year it was February, February of of 13 and 14 of this year and it was probably about 4. 45 in the morning because I had a an eight. AM meeting. I had to do 10 miles. So 45 in the morning, I’m running about but around 19, 79th, 80th Street on the east side, in the park and a cop pulls me over and I said, What are you doing? I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees. I don’t like what I’m playing checkers, you know? But, you know, I’m like, I’m running and he’s like, Okay, can you stop running? I’m like, Okay, because they give the park’s closed like, No, it’s not like I’m in it. Look around. There are other people who know part does nobody else exam. I’m like, he’s like, Do you have any idea on you? I’m like, No, I’m running. He goes, What’s your name? I’m like, seriously, like I’m writing you a summons. I’m like you’re writing me a summons for exercising. I just want to clarify that you’re writing music, and sure enough, I wrote me a summons for exercising in Central Park before it opened. The charge was breaking the violating curfew. You know, I’m like I get the concept of the curfew is to keep people out after two a.m. It’s not to prevent them going in early to exercise, to be healthy. I’m like, I’m not carrying, you know, a six pack. I’m not drinking a big gulp. I’m not smoking. I’m you know, I’m doing something healthy, and you’re writing me a summons for it. Um, and I said, you know, I’m gonna have a field day with this. I said I I kind of have some fathers. There’s gonna be a lot of fun. I’m not, You know, I know you’re just doing your job, sir, even though you have the discretion not to, but Okay, so I go back home, take a picture of my ticket, I email it to a friend of mine in New York Post. You know, front page, New York Post. Next day. No running from this ticket. You know for that. Great New York Times covered it. Runner’s world covered. I mean, I went everywhere. Gawker covered it, you know? And And my whole thing was just like, Dude, you have to scratch. Look at me. You know, I’m not I’m not even going super fast, for God’s sake. I’m just I’m just trying to exercise here, you know? And of course, I went to court, and I beat it. But how much money they cost the city for me to go to court, fight this thing? You know, every employee you have to give your employees the power of discretion. The power of empathy to make their own decisions. If you go by the book, bad things will happen.

[00:33:36.14] spk_1:
And again, small shops. So much easier to do. Flat line, flat organizations.

[00:35:10.94] spk_0:
I work with a non profit um, animal rescue nonprofit. Um, a friend of mine was a skydiver and shot him out. No, I can’t, but but there’s a friend of mine was a skydiver, and she was killed in a base jump several years ago. And her husband asked to donate in her memory to this non profit. So I said, I’m a check and about three months later, I get a coffee table book in the mail. And I was living by myself at the time. I didn’t own a coffee table. It was more money to spend on my flat screen. And I remember I call I look at this coffee table book. I throw it, I throw in the corner. I look at it over the next couple of days and pisces me off. And how much How much of my donation did it cost to print? Well, and produce this book to me, And so I called them up. Well, sir, we believe most of our donors are older and probably refer to get a print version as opposed to, like digital. You know where they throw it away and like, you don’t throw digitally, but okay, um, I’m like So So you’ve asked your you’ve done surveys and you’ve asked, you know, we just assume that most of them are older. I’m like, Okay, So I opened my mouth, wound up joining the board, and I spent the next year interviewing customers, interviewing every current and past donor about how they like to get their information and shock of shocks, 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh, Flickr account, YouTube, everything. Ps the following. After that, donations went up 37% in one year In that economy is right around 809. Donations went up 37% in one year, and they saved over $500,000 in printing, mailing and reproduction. Imagine going to your boss. Hey, boss. Revenues up 37%. And we saved a half million dollars. You’re gonna buy a really good beer. You know, all they had to do was listen to their audience, be relevant to the audience you have, and they will tell you what they want. We have tons

[00:35:17.89] spk_1:
of tools for segmentation. My God, you’ve got to listen to what segment that you want to. People want to

[00:37:33.83] spk_0:
be in. You know, someone? Someone asked me that they show what? What’s the best? I knew nothing about the company. What’s the best, uh, social media outlet for me to be on? Should be on Twitter should be on Facebook. I said, I’ll answer that question. If you can answer this this this question to ask you is my favorite type of cheese Gouda or the number six? Yeah, they say, I understand that’s not a real question like neither is yours. Like I can’t tell you where the best place to be your audience can. I said, Go ask your audience. Believe me, they will tell you there’s a gas station in the Midwest. Come and go. Um, I just love the name K U M and G O come and go and they’re tackling the book you can read more about. Their tagline is always something extra. I mean, come on, the jokes just write themselves, for God’s sake. But they don’t take themselves too safe. Really love that Come And just knowing the name of the company gas station. And, um, you know, I remember there in Iowa and I went to visit a friend in Iowa and I was like, You got to get a photo of me in front of come and go inside. And the beauty of this is that some of their employees actually look at their customers when they’re on their phones and the stories go. You know what do use Twitter or Facebook? And they say Oh, yeah, And they record that information and they know it. God, customers will give you so much info if you just ask them, because then they feel invested. They feel invested in your company. They feel like they that you took the time to listen to their nonprofit request for their their their questions. And they feel like they did for Harrow. Every month we have a one question Harrow survey, you know, harrowing question survey. And it was like 1000 people respond, and I spent the entire weekend emailing Everyone responded, thanking them personally took my entire weekend. But it was great, because what wound up happening is that, you know, if we took their advice and launched on Monday with the new thing, they go, Oh, my God. Howard did this. They took my advice. Well, yeah, it was your advice to 800 other people’s advice, but we took it and they’d be like, Oh, my God, this is it. And it just it just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get I mean, there were days like there are days where I was in Temple one morning, the Garment Center synagogue and my phone. I feel my phone getting really hot in my pocket, which is not normal, and I’m starting to hurt and I look at it. It’s almost on fire. It had frozen because we were mentioned in Seth Godin’s morning blog, and at that time I was getting emails. Every time we get a new subscriber and the phone is actually frozen and was locked and and was like overheating, I take out the battery and reset the entire phone because we just got so many new like 14,000 subscribers in, like, three hours. It’s obscene. Obscene,

[00:37:35.25] spk_1:
you say. Excuse me? You say, uh, that customer service is the new advertising marketing NPR?

[00:40:23.41] spk_0:
Yeah, it really is well again. You know, if we’re moving into that world where so imagine a lava lamp and I love that. I can use this analogy. Imagine a lava lamp. Lava lamp has water, oil and heat source. Right heat source heats the oil. The oil flows through the water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard now imagine if Crystal’s imagine if you are, uh, everyone you meet in your network, okay, is a drop of oil. The water is your network. And what is your world? Everyone you meet in your network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice cream with local deli to the guy who does your dry cleaning to your girlfriend to your wife, too, at the same time to your kid’s second grade teacher to your second grade teacher years ago. Everyone you meet is in your network, you know, right now, when Facebook first started, I would see the same weight from a kid with junior high school with his posted at the same weight as like my current girlfriend, Which is ridiculous. I don’t need to know about everything my friend from junior high schools do. We have to talk to the kid. In 15 years, Facebook’s gotten a lot smarter as Google. Now I see the people I communicate with the most, okay, and if I if I reach out and communicate with new people, they start rising in my feet and my stream. If I don’t they fall. It’s just like a lava lamp. Every person you connect with is a drop of oil. The heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So if you imagine the heat sources relevance and the more I interact with someone, the more the higher they go in my network. And the more I see of them, the more trust level there is. When I’m at a bar and I meet someone at a restaurant or conference, I meet someone. I don’t need to, um, connect them. I don’t need to go on Facebook and friend requested, you know, awkward friend. Requesting is when you stop and think. The last time I friend requested some of the real world was second grade. Will you be my friend? My daughter is doing that because, you know, she goes into like, the cat. Will you be my friend like honey? The cat doesn’t wanna be here, but you know it’s this awkward thing. Who the hell friend request someone anymore? If I’m if I’m hanging out with you to bar and we connect again and we talk and we go out to dinner and we’re having a good time with friends. I don’t need to first request that you, you know, that’s going away Friending following liking and fanning is all going away. What will interact is the actual connection. So if I meet with you and I have a good time with you and we talk again if I use your business, if I go to your non profit, if I donate if I volunteer or whatever the network knows that the more I do that, the more interact with you. The more you have the right to market to me and the more you will be at the top of my stream and the more I will see information about you, the less I will have to, uh, search for you. But if you do something stupid or were no longer friends, yeah, you’re going to fade and unfriend, you just disappear. Unfriending is also awkward. I dated a woman we broke up. It was nine months after we broke up. There was one other friend, the other one, because it’s just awkward. So I woke up in front of me anyway. But you know the concept of not having to do that, just, you know? Okay, I haven’t talked to in a while. I don’t see your posts anymore. It’s the real world. That’s how it should be.

[00:40:24.73] spk_1:
And if you’re not feeding zombie loyalists, they can start to defect questions. So I want to I want to spend a little time on. If you’re

[00:41:11.71] spk_0:
not talking to them, giving them what they want talking about their information, helping them out, they will gladly go somewhere else to someone who is. You know, if I have a great experience in the restaurant every week for three years and then all of a sudden over time, I’m noticing less and less that restaurants doing less and less to take care of me, you know, and maybe management to change. And I don’t feel that, you know, I’m ripe for being infected by another company. I’m right for someone else to come see. You know, Peter, Because if I tweet something like, Wow, I can’t believe I have to wait 40 minutes for a table that didn’t used to be like that. If someone else is smart restaurant, they’re following me. And they’re gonna get you know there’s no way. No way over here. Why don’t you come to black storms will give you a free drink you know, you know, and that right there, that’s the first sign of infection, and I might become infected by another by another. Company becomes a lot less for them.

[00:41:22.81] spk_1:
And so let’s let’s take. You have a lot of good examples. Let’s take a one on one situation. How can we start to cure that? The simple act of realizing

[00:41:42.21] spk_0:
following your customer’s understanding when they’re not happy and fixing the situation before it escalates. You know you can contain a small out Brett. A small outbreak small viral outbreak. You can contain that by getting the right people finding out what the problem is getting into one room, fixing their problems, healing them.

[00:41:42.84] spk_1:
You have a good united story. Back when it was Continental,

[00:42:40.50] spk_0:
I was a frequent flyer and booked a trip to Paris, and it was very angry because they charged me $400 and looking for you. Remember what it was and I called the CEO just just for the hell of it. I’m like, I’m gonna I’m gonna write a letter or an email. This was before Social wrote an email to the CEO and like this is ridiculous. I’m freaking tired, huh? And, like, 30 minutes on my phone rings. Hello? Peter, can you please hold for Larry Kellner, CEO of Cotton Airlines? I’m like crap, you know, and the guy gets on the phone. He’s like, Peter, How you doing? How you doing? Sorry, Clinton. These fees, their new, um, we send them a note, I’m guessing it and see it. We’re gonna waive them for you. But if you have any more problems, you know, feel free to call me and I end up the phone for the next 40 minutes, sort of staring at it like Holy crab Larry killed or the CEO of United. Everyone just called me and talk to me, and it was like it was like, God coming down and say you now have the power to levitate your cat. It was just ridiculous. And so, you know, I have been faithful to Continental and now united ever since, and and they continue to treat me with respect and and do great things, and they’re they’re improving. They’re getting a lot of crap over the past several years, and they really are starting to improve. It’s nice to see

[00:42:52.50] spk_1:
And not only, of course, your own loyalty. But

[00:42:54.41] spk_0:
you’re my God.

[00:42:55.11] spk_1:
How zombie loyalist for them And how many times how much it’s

[00:42:58.83] spk_0:
unquantifiable qualified. Dr. Drag, So many friends to united. I’ve made so many friends. Uh, my father, you know, uh, he only flies united now, which means he only drag drag my mom Only in United only drag my wife in United States. There’s a lot of a lot of work that way. Yeah.

[00:43:22.80] spk_1:
Are we gonna go away for a couple of minutes when we come back? Of course, Peter. And I’m gonna keep talking about his book Comes out in January. Zombie loyalists. You have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both They’re both in the book. So it’s so one leaving. If you know, if you’re not starting to cure one leaving,

[00:43:59.20] spk_0:
and then that’s the thing. You know that it will expand the internet with the hashtag everything like that. You know, it doesn’t take a long time. Um, for those things to sort of blow up in your face and, uh, you know, the end of the day, everyone say, Oh, you know Twitter is responsible for for us losing. No, they’re not. You’re responsible for you losing, you know, And And if your product isn’t great and you’re your actions, don’t speak well of who you are. Then there’s no reason your customers should stay with you, you know? And it was so social Media is really hurting us. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know about.

[00:44:06.14] spk_1:
They’re just telling the story. Yeah, dominoes and Netflix are good examples because they got back, they took responsibility and

[00:44:38.89] spk_0:
they both owned the dominoes, came out and said, You know what? You’re right. Our pizza. We do have a problem. We’re gonna fix this. And they spent millions fixing it. And sure enough, they’re back with a vengeance. Now I’m I’m maybe not even ordered them every once in a while and I live in New York City. That’s that’s a That’s a sacrilege. But, you know, I have the app on my phone from overseas, traveling somewhere I’ll be showing or whatever. And you know what? You’re gonna get it 11. 30 at night when your flight is delayed. You land down. Um, which reminds me I’d probably go exercise. On the flip side, you look at something like Netflix. They they also were screwing up, you know, They were losing their trying to switch between the two. They came up with a new name and everyone’s like, gross public man. And so and again you’re watching the same thing happened with uber right now would be really interesting to see if they’re able to repair themselves.

[00:44:55.39] spk_1:
Listening is important. Both both those. Both those two examples. They listen to their

[00:46:54.48] spk_0:
customers. I think there’s a problem with listening because everyone’s been saying, Listen, listen, listen for months and years and years and years now, But, you know, no one ever says that you have to do more than just listen. You have to listen actually follow up. It’s one thing to listen, you know, I use example, my wife I can sit there and listen to her for hours, you know? But if I don’t actually say anything back, she’s gonna smack me, you know, and go to the other room. And so you really have to. It’s a two way street. Listening is great, but you gotta respond and look, I’ll take it a step further. I was like, Oh, Twitter is so great because someone was complaining on Twitter and we went online, and we we saw the complaint that we fixed the problem and, yeah, how about if the problem don’t exist in the first place? You know, because the great thing about Twitter is that yeah, people complain on Twitter, the bad thing about it is they’re complaining about you on Twitter. So it’s like, What if the problem didn’t exist in the first place? What if What if you empowered your front desk clerk to fix the problem so that I didn’t have to tweet? Hurts is my favorite story about all this? Uh, I used to rent from Hertz religiously. Um, and then I went to, uh, Phoenix Sky Harbor Airport this past April, And I gave it. I was giving a speech, and I go and I my name is supposed to be on the board, you know? So I can go out to my car and it wasn’t it’s okay. It happens. I got upstairs. I wait 40 minutes on the v. line. um, after 40 minutes, they finally say? You know, there’s a, uh, only one guy here. A lot of people might have a better chance to go up to the regular line, like Okay. You probably have told us that a little earlier. Go to the regular line. Spent 45 minutes waiting. The regular line, it’s now been. Are you tweeting while this is happening? Well, I had enough. I was actually not only tweeting I had enough time to create a meme that should give you some idea of how long I was online with myself. And I was okay. Enough time. I mean, I get to the counter how I can help you. Yeah, I was downstairs the V i. P does, and they told me Oh, you’re very preservationist downstairs like, Yeah. Okay. Let’s let’s put a pin in that, um They just sent me up here, like right? They have to help you. Well, it’s not really they You guys are the same company. I mean, I can see the reservation on the screen. You you can help me. Sorry, sir, I can’t help. You have to get the V i p. Next. Like you just next to me. Okay, so if you know anything about Sky Harbor Airport in Phoenix. Um, all of the rental car company in the same place. So I walked 50 ft. It’s a

[00:46:57.76] spk_1:
bus, takes you to the big the Big pavilion, where they’re all

[00:48:53.37] spk_0:
next to each. I walked 50 ft from the cesspool of filth and depravity that was hurt to the the wonderful Zen Garden of Tranquility that was Avis. And in four minutes, I had a nicer, cheaper or nicer, less expensive car given to me a woman named Phyllis, who was 66 and moved to Phoenix from Detroit with her husband for his asthma. I knew this because she told me, um, she smiled at me. She brought her manager out and said, that’s another refugee from Hertz and I said, This happens a lot. They’re like, Yep, I’m like, Wow, you think they have done something about that? And so on the way out in Avis, um, I I thank them. I walked past her as I shoot them. This, you know, sort of look at the look of the beast. I get my Avis car to drive in my hotel. Once I get my hotel, I write a wonderful blog post about my experience called Peter and Hurts and the terrible, Horrible No book. Good, really bad customer experience. Once you have a kid, you find rewriting titles about your blog post that has to do with kids books. Um, I do not like hurt Sam. I am. And and, uh, I included in this blog post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was was ride a razor blade bus through a lemon juice waterfall. Um, with just, you know, and so. But, of course, the next day hurts reaches out to me. I’m Shannon. Well, this is the head of North American customer service. So your bike I’m like, they’re like, you know, we’d love to have Nick No. Like, you’re not going to fix the problem. Number one of the Navy’s car. I’m never going back to Hertz number two. There are five people. Yesterday five people interacted with all of whom had the chance to save me and keep me as a customer for life. A customer who had been so happy and I would have loved you. five people blew it so don’t waste your time trying to convert me back. You’re not going to. What you want to do is spend some of that energy retraining your staff to have empathy and to give them the ability and the empowerment to fix my problem when it happens. Because five people it takes every single employee to keep your company running. It takes one to kill it. Yeah, PS Avis reached out, um, to thank me personally. And, uh, I am now just this ridiculously huge, loyal fan of Avis and always will be.

[00:49:02.47] spk_1:
You have a pretty touching story about when you worked at a yogurt shop. Really? You’re really young? Um, we have a couple of minutes to

[00:50:39.26] spk_0:
tell that. Tell that story that was on the East Side, which again is yet another reason why I live on the West Side. Nothing good ever happens on Manhattan’s east Side. So I was I was working, and I can’t believe it’s yogurt, which was a store that I think back in the I c b y. No, no TCB. Why was the country’s best yoga The countries I c b i y was a poor? I can’t believe it’s yogurt I can’t believe it’s not. You can’t live yogurt. It was a poor attempt to capitalize on that. And I’m working at this store, and I go in every day and make the yoga to clean the floors. I do. You know, the typical high school job. And, uh, it was during the summer and thousands of people walking by, I think, like 2nd Avenue or something. And there were these brass poles that hung from, you know, there was an awning, right? That’s something that they’re never the brass poles that held the awning up and they were dirty as hell, right? I’m sure they’ve never been polished ever. And I found some. I found some brass polish in the back all the way back in the back. And one afternoon I went outside and I started polishing the polls. My logic was, if the polls were shining and people saw them, maybe they come into the store. Maybe they want to, you know, buy more screenplays. And the manager came out. What the hell are you doing? I told them what I thought. I don’t pay you to think. Get inside. You know, I’m like there’s no customers in there, like, Okay, I’ll make sure the yogurt still pumping it full blast. And I quit. I just quit that job. I mean, I couldn’t even begin to understand why someone would invest. I mean, do you own a franchise by 50 grand to at least to buy that franchise? Why wouldn’t he invest in the two seconds it took a little elbow grease to make the poles clean? That might bring in more customers. What the hell? You know, But

[00:50:40.04] spk_1:
you’re not paid to think

[00:50:49.76] spk_0:
you’re not paid to think my favorite line. Yeah, um, I I just I encourage if any kids are listening to teenagers. If you if you boss says that to you, quit, quit. I will hire you. Just quit. It’s probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day can be helped by people who are paid to think. And that’s the ones you want to hire.

[00:51:00.56] spk_1:
We gotta wrap up. Tell me what you love about the work you do.

[00:51:44.76] spk_0:
I get paid to talk. I mean, my God, this is the same stuff I used to get in trouble for in high school, but on a bigger picture. What I really love about it is being able to open someone’s eyes and have them come back to me. Um, I run a series of masterminds called shank mines Business masterminds shank mines dot com their day long seminars all around the country. And I had someone come to me and, you know, I took your advice about X y Z and I started listening a little more. And I just got the largest retainer client I’ve ever had in my life by a factor of four. She goes, and I just can’t even thank you never sent me a gorgeous bottle of tequila like I can’t even thank you enough. Oh, my God. Being able to help people, you know, at the end of the day, we’re I’ve yet to find another planet suitable for life. I’m looking So we’re all in this together. And if that’s the case, you know, why wouldn’t we want to help people get a little bit more? You know, there really isn’t a need to be, as do she. As as we are as a society, we could probably be a little nicer to each other, and you’d be surprised that will help.

[00:51:54.56] spk_1:
The book is Zombie Loyalists. It’s published by Pal Grave. MacMillan comes out in January. You’ll find Peter at shankman dot com and on Twitter at Peter Shankman. Peter, thank you so much pleasure as Amanda. Oh, thank you

[00:53:05.15] spk_2:
Next week, As I said, No show you’ll have an extra hour. Have fun, have fun with your extra our next week, and we’ll be back on January 3rd. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o. A creative producer is Claire Meyerhoff. The shows Social Media is by Susan Chavez Marc Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty. Be with me next week for nonprofit radio. Big nonprofit ideas for the other 95 Go out and be great.