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Nonprofit Radio for February 5, 2024: Zombie Loyalists

 

Peter ShankmanZombie 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. Peter’s book isn’t new, but his strategies and tactics are timeless. This originally aired 12/19/14.

 

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And welcome to Tony Martignetti nonprofit radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite abdominal podcast. Oh, I’m glad you’re with us. I’d suffer the effects of brom hydros if I had to walk through the idea that you missed this week’s show. Here’s our associate producer, Kate to introduce this week’s show. Hey, Tony now I’m on it. It’s 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 dear social media marketing and pr for you. Peter’s book isn’t new, but his strategies and tactics are timeless. This originally aired December 19th 2014 on Tony’s Take Two. How’s your endowment were sponsored by donor box, outdated donation forms, blocking your supporters, generosity, donor box, fast, flexible and friendly fundraising forms for your nonprofit donor. Box.org here is zombie loyalists. 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’s the founder of Harrow, help a reporter out connecting journalists with sources in under two years from starting it in his apartment, Harrow 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 shankman.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 uh on the west side of Manhattan. I do. And you, there’s a, there’s a pretty well known five star steakhouse. Uh I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Morton’s correct. Why is that? 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 Mortons or any Mortons around the world, they have a tremendous uh custom relationship management system uh when I call one number uh in New York or anywhere in the world, it, it, they know who I am by my cell phone and uh I’m treated with uh just, you know, phenomenal uh uh happiness to, to hear from me and, and my wishes are granted as it were. I, we have a happy hour uh holiday party coming up at Morton’s next couple of days. And uh 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, any chance I get a reservation for seven people, um, you know, Thursday night at, uh, 7 p.m. which is, you know, the, 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 Shankman. Not a problem at all. We’ll get that for you right away. You know, we’ll have, we’ll have a great booth for you. Um, you know, and we’ll, we’ll, uh, tell us the names of the people attending, you know, you know, you know, they’re gonna have specialized menus for them and with their names on them. So they really, they have a really high level of service that, uh, that they provide. Not just to me that’s the beauty of it. I mean, you know, it’s one thing, yeah, it’s one thing if they just provide it to me, but they they do that for everyone. And, um, that is huge because, you know, being able to call when a normal person makes a reservation and, and not that I’m special, I’m actually rather abnormal. But, um, when a normal person makes a reservation and says, uh, you know, Morton says, ok, great. Are you celebrating anything? Oh, yeah, it’s my wife’s birthday. They always ask anyone who calls. I said, oh, you know what, it’s my wife’s birthday. Great. What’s her name? Her name is Megan or whatever. And you go in and they um and you sit down on the, on the, on the uh menu, it says Happy Birthday, Megan and then Megan, whoever she happens to be will spend the next 45 minutes, you know, taking 50 selfies with her menu and, and, and that’ll go online and then when her friends, you know, want that same experience, they’re gonna go Morton’s. 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 want 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 VIP S as well. And there’s the terrific story of you tweeting. Go tell that story. That’s a good story. It’s a good story. I love stories. I, I was flying home from a day trip to Florida and was exhausted and starving and, um, day trip mean you’re flying down, I flew down at 6 a.m. at a lunch meeting, flew back the same day. You know, one of those, one of those days. And, uh, I jokingly said the tweet, hey Mortons, why don’t you meet me at Newark Airport when I land with a poer house 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, a waiter in a tuxedo with a Morton’s bag. Uh, they saw my Tweet, they, they put it together, they managed to bring me a, uh, a, uh, steak and, and, you know, as great of a story as it is. That’s, that’s, it’s a great stunt and it’s a great story and it wasn’t a stage and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering steaks to airports. They’re about making a great meal for you and treating you like royalty when you come in. And, you know, I, I, if they just did that, if they just delivered the steak at the airport, but their quality and service sucked. You know, it wouldn’t be a story. He said, oh, you know, look what they did for Peter, but I, you know, my steaks cold, you know, 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 winds up happening is you have a great experience at Morton’s 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 to read reviews from people. I don’t know, you know, if they’re shills or whatever the case may be, I don’t know, or tripadvisor, same thing. I want people in my network who I trust and, and people in their network who they trust and then 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 steakhouse are in L A but if someone types into Google Maps or Facebook steakhouse in Los Angeles, you know, they’ll see all the steakhouses on a 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 was positive, will they see those first? And that’s pretty amazing because if you think about that, the simple act of tweeting out a photo. Oh, my God. Thanks so much, Mortons 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 had that experience. Oh my God, amazing steak. This is a great place there. The sentiment is gonna be there and, and, and the network will know that the network will show you that steakhouse because you trust your friend. And this is where we start to cultivate zombie loyalists through this, through this awesome customer service of the customers. You, you have, uh say more about zombies. 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, um, you know, the, the, the, the, the Facebook post, you know, we’re at 990 followers, our 10, our 1/1000 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 who 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 852 it was really nice of you to join us a couple of months ago. How, you know how are you, we, we noticed that you posted on something about a, uh, you know, your car broke down. Well, you know, we’re not in the car business but, you know, you’re, you’re two blocks from our, our closest, uh, outlet or whatever and, you know, once you, if you, if you need to come in, have a free cup of coffee, we’ll 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 are. And this all applies to nonprofits certainly as well. I mean, the, the, but even more so, I mean, if you, you know, nonprofits 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, uh, you know, you have this massive audience who, who has come to you, who’s a nonprofit and who said to you, you know, we wanna help here, we are volunteering our help and just simply treating them with the thanks that they deserve. Not just a simple, hey, thanks for joining car, but actually reaching out asking what they want, asking how they like to get their information, things like that will greatly increase, um, 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 that’s what a zombie loyalist does. And, and this is for, this could be, donors could be volunteers to the organization who aren’t able to give a lot. But giving time is enormous. And if, you know, if they have such a great time doing it, they’ll bring friends as, as zombies. Do you know, zombies have one purpose in life. 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 a chance that they lost anyway. But it doesn’t matter how, uh how anyone’s doing, you know, or what’s going on in the world economy. It doesn’t matter what matters with a zombie. Where are they gonna get their next meal? Because they feed and they have to infect more people otherwise they will die. Zombie loyalists are the same thing. All they have to do is make sure that their custom, they, they tell the world and we all have that friend who does it. You know, that one friend who eats, eats nothing but the Olive Garden because, oh my God, it’s greatest breadsticks everywhere. You know, and they will drag your ass to the Olive Garden every single time they get that chance. That’s a zombie loyalist. And you want them to do that for your nonprofit. And there’s, there’s a big advantage to being a smaller, a 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. We gotta go away for a couple of minutes. Stay with us. It’s time for a break. Open up new cashless in person donation opportunities with donor box live kiosk. The smart way to accept cashless donations anywhere, anytime picture this a cash free on site giving solution that effortlessly collects donations from credit cards, debit cards and digital wallets. No team member required. Thus, your donation data is automatically synced with your donor box account. No manual data entry or errors make giving a breeze and focus on what matters your costs. Try donor box live kiosk and revolutionize the way you collect donations in 2024 visit donor box.org to learn more. Now back to zombie loyalists, Peter, it doesn’t take much to uh stand out in the customer service world does it, 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 III I love this example. Whenever I give speeches, I ask, I ask everyone in the audience, I’m like, who here has had a great flight recently? At least one person will raise their hand. I’m like, ok, what made it great? And without fail, their answer said, well, we took off on time and, and I had the seat I was assigned and we landed on time and like, 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 with nothing more, less than 20 minutes in the post office line. And I’m ecstatic. Exactly. You know, it’s, it’s so, we really are at a point where we only have to be one level above crap. I, I’m not even asking my clients to be good. Just one level of crap. You know, if everyone else is crap and you’re one level above that, you’re gonna win. It’s my favorite, one of my favorite jokes. Um, the, uh, the two guys are out in the woods, hunting out in the woods and the, or just jogging out in the woods. The first one sees a, a bear and they see this bear and the bear is raised up and he’s about to strike. And the first one, you know, reaches down and tightens up his, his laces on his running shoes. And the second one says, dude, don’t be, don’t be, don’t be an idiot. You can’t run a bear. And he says, 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, and you’ll win the whole ball game. Now, we have to set some things up internally in order to have the, the structure in place to create these, the zombie loyalists. 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 a cell phone company, you know, they, you call them because you have a problem right AT&T or T Mobile, you call them, you have a problem. They are actually the customer service people that handle your call are 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 calls they get. I remember I worked, uh, 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, which I thought was a brilliant idea. But, you know, again, it’s this, it’s, it was a system called V I where you’d sign on and as soon as you signed on, if you weren’t in a 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 is Verizon Wireless. I, I went overseas, I was in Dubai and I landed in Dubai and I turned on my phone, I had gotten global roaming on my phone which, you know, 20 bucks for every 100 megabytes. Ok. So I land and I turn on my phone and it says, um, uh, like before I’m even off the plane, I get a text that you’ve used $200 in roaming charges. I’m like, what the hell, you know, $300 by the time I get off the plane, I’m like, something’s up here. So I call Verizon and a nice guy answered the phone and, oh, yes, I mean, you know, the first thing is it was, yes. So you do have global roaming but it, it doesn’t work in Dubai. So I’m like, ok, well, that’s not really global, that’s more hemispherical roaming I think is, is the issue. And um, so he, 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 bill me like, I don’t know. Can you bill me like 1000 bucks and just let me have the phone for like the week and you know, that, you know, or 500 bucks, I won’t go over two gigs. Well, 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, uh, $20.48 a megabyte. I’m like, I’m sorry, seriously, which equates essentially to, I would be charged $20.48 seconds, $20.48 for every, I think at the time for every four seconds of the video, Gangnam style if I decided to watch it on my phone, like this is pretty ridiculous. So I simply hung up, hung up on Verizon. I went down the street to the Dubai, 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 this mall and uh went to one of like the 86 different electronic stores in this mall. Uh bought an international unlocked version of the same exact cellphone. I have went next door to the local uh 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, ok, you know what, we’ll cut your break. Uh, they’d still make a lot of money off me and I would tell the world how great Verizon was to work with and how wonderful they, how helpful they were. Instead, they guaranteed that I will never, that 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 and I land wherever I am put in a new SIM card. So, and you’re speaking and writing and telling bad stories 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 at kittens. I read this on the internet. It 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 empower Mark customer service and it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would have gotten 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, is it comes down to, if you really wanna go, go down the road in terms of a public company like Verizon of, of, of where the issue is, you could 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. Ok. That’s what fiti responsibility means by not allowing me by not allowing mark the customer service agent to, to help me and, and take a different tack. He’s actually losing money too many CEO S think about the next quarter. Oh, we have to make our numbers next quarter. I’m fired. Companies in other countries tend to think about the next quarter century and they make a much bigger difference because they think, ok, what can we do now that will have impact in the next 5, 1015 years, you know, and really implement the revenue that we have and, and augment and companies in America. Don’t, don’t tend to think about that and that’s a big problem. Um, I, I buy a product line, uh, that has a lot of natural and recycled materials in the seventh generation. And their, um, their tagline is that in, in, in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian. 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 a story about like them, about Morton’s like the one about MS, you know, look, a lot of people listen to me and they went for a time when you googled roaming charges. 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 cell phone and done this, I would have come home to a $31,000 cell phone bill and you know, damn well, Verizon wouldn’t know anything about that. They’d be like, oh, too bad, sorry about the fine print. And plus the, the employee who sold you the international plan. I’m sure you told her where you going, I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where Dubai was. She probably thought it was near Canada. But uh long story short, I couldn’t use it. All right. So employees have to be empowered. There has to be, we have to be but changing AAA thinking too. I mean, the customer has to come first. The donor of the volunteer donor, the teer you get at the end of the day. Where’s your money coming from? I don’t care if you’re a nonprofit or fortune 100. Where’s your money coming from? You know, and if you, we see it happening over and over again. We see it. Right. You’re seeing it 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. Oh God. Yeah, people are leaving. Uh 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 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’s 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. There was a uh uh I don’t know where I read this. It might have been Business Insider as well. There was a, they created a hookup page that showed or, or, or, or a walk of shame page that showed where uh women were leaving certain apartments like on weekends and going or leaving certain place on weekends, going back to their home. Um It was obvious that they, you know, met some guy and they did that and then, of course, just their, their whole surge pricing mentality, which is, you know, two days ago there was a, uh, a couple of days ago there was a, uh, the terrorist, uh, I think it was a terrorist attack in Sydney, uh, at that, at that bakery and Sydney, uh, Uber in Sydney instituted surge pricing for people trying to get out of harm’s way. You know? And, and they, they later refunded it. Oh, it was a computer glitch. I’m like, you know, I’m sorry, you, you have a stop button and you can, when you see something happening like that, there has to be someone in the office who can say, you know what? Not cool. We’re gonna take care of that and then hit the stop button and it was, yeah, bad, tons and tons and tons of bad publicity. And, you know, I was having an argument with someone on my Facebook page at facebook.com/peter Shankman because they said, oh, you know, um, so what they don’t, they don’t turn on surge pricing. They don’t have enough cabs there and, you know, people can’t get home. I said I’m pretty sure that the only company I’m sure that no one had cab companies there. I’m sure that there wasn’t anyone who had enough cars there, private cabs, Ubers, whatever yet. The only stories I read about companies screwing up during that event were Uber, not Joe’s Sydney cab company. You know, I didn’t see him screwing it up because he didn’t turn on surge pricing. You gotta, you gotta respect your customer. You have to, as we’re uh training for that, then not only uh trying to change that mindset, well, in, in trying to change that mindset rewards for, for customer, for employees that, that do take go do go the extra mile. Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired. You’re not gonna get in trouble. I I always tell, 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 it, not doing everything that you know, Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they could fold the bed sheet but for how well they understand people because in Ritz Carlton’s 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 so sorely lacking. You know how many you’ve called customer service? Yeah. You know, I have to, I have to change my flight. My, my, my aunt just died. I really need to get home. Ok, great. That’s $300. I just wanna go an hour earlier, you know, you show up at the airport, your bag is overweight by half a pound. That’s $75. I just, I can, you can, you just cut me some slack. Nope, you know, so empathy and giving the cust, giving the employee the ability to understand that the customer that sometimes you can make exceptions and it is ok to make changes and, and this is where a smaller organization has huge advantage and it’s easier to change. That’s what kills me. You know, I go to these, I, I try to frequent small businesses when I can, I go to some of these small businesses and they won’t, they, they act like large businesses, you know, in the respect that, that they don’t have a, like, they wanna be respected almost. They don’t have like a six, a 6000 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 thing is like, guys, you, you’re acting like a big, you’re acting like mega Laar here, you know, and you’re not Mega Lamar and you’re just Joe’s House of stationery, whatever it is and, you know, not being able to help me, you’re pretty much killing yourself because you don’t have 85 billion customers that have come through the door after me, you know. But I have a pretty big network and for a small business to get killed socially as social becomes more and more what, how we communicate. You know, it’s just craziness. It’s, you know, we’re, we’re pretty much in a world, I think where something almost hasn’t happened to you. Unless, unless you share it. I joked that, uh, you know, if I can’t 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, 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 a new phone. That’s what I said, yeah, camera in my phone, right? And it was like a uh I think it was like 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 2002 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, I mean, it was the crappiest video you’ve ever seen. But I pulled it out and I said, you know, II I started recording and the, the woman behind the woman behind the counter was going, the woman behind the counter was talking to the customer saying you do not speak to me that way. You get out of this bank right now. And the customer was saying I just wanted my balance and you and the manager comes over and I get this whole thing on my little crappy three G uh Motorola phone phone. And I, I remember I posted online and gawker picks it up and II I gave him, I, I emailed it, you know, I, my, the headline I put on my blog was, you know, Chase where the right relationship is at. Go after yourself, you know, and it was, and it just got tons of play and then gawker picked it up. It went everywhere, totally viral. So it’s one of those things you’re just like, you know, this is in 2002. 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, I remember blowing, I, I sneezed a couple of weeks ago and, and, uh, uh not to get too graphic here, but it was, I, I needed a tissue big time after I was done sneezing. And I remember going through my pockets looking for desperately looking for tissue and like looking around making sure I wasn’t on camera somewhere that someone didn’t grab that and it was give me the next viral sensation, you know, I mean, I wait, 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 1989 1990. I’d be having this conversation entirely. I’d be having this conversation behind bulletproof for myself. And you’d be, yeah. So, you know, you’d be, you’d be talking to me, you’d have to get special clearance to visit me. Probably be at the, the Super Max in Colorado or something. So, you know, it’s, 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 gonna 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 thing in the world. Thank God. There wasn’t a way for me to broadcast that to the world in real time. Jeez. Thank God creating these uh zombie loyalists. And you know, we’ve got to change some, we’ve got to change culture and thinking and reward systems. Let’s go back to the, the cost of all this. Why is this a better investment than trying to just focus on new donors? I, I love, I love this analogy and I’ll give you a fun analogy. Let’s, I’m in a bar and there’s a very cute girl across the, across the bar and she catches my eye catch her, I go up to her and I 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, I’m gonna impress I’m that good chances are 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 something I was gonna do 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, you know, words with friends or something like that. And, uh, she’s over there talking to her friends and one of her friends look up said, holy crap. That’s Peter. I think that’s Peter Shankman. I’ve heard him speak. I, he’s in this fantasy world. I’m single too today. He, I think he’s single and he’s having this amazing guy. I, I know he has a cat. You have a cat. You should totally go talk to him at the very least. I’m getting this girl’s number. That’s pr ok. And what do we trust more? Me with my, you know, fancy suit collar going over there in my seventies, leisure suit. 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 gonna tell my friend when they’re looking and I will stake my personal reputation on it and there’s nothing stronger than that. And these are the people who want to breed as Zz Willis that’s stronger than advertising, stronger than marketing. And they’re gonna share, people wanna share that. Think about the, the internet runs on two things. It runs on drama, drama, and bragging or bragging and drama. And if you, if you need uh 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 it when our flights delayed for three hours and we lose our seat. Oh my God, I hate this airline, you know, 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, it’s only a great experience if we could tell the world and it’s only a bad experience if we can make everyone else miserable about it as well. Its time for Tonys take two. Thank you, Kate. How’s your endowment endowment? That savings account that your nonprofit has that you only spend the interest of each year and maybe sometimes you don’t even spend that much from year to year planned giving. Can help you either launch your endowment if you don’t have one or grow your endowment if it needs to be bigger. And I don’t know many nonprofits that think uh we have enough, our endowment is big enough. We don’t need any more and giving accelerator. I will help you in the accelerator to launch planned giving so that you can start your endowment or grow your endowment throughout the three months of the course, We go March to May done by Memorial Day. So there’s no impinging on your summer plans. We’ll spend an hour a week together on Zoom over those 12 weeks and I will guide you step by step. Had a launch Planned Giving at your nonprofit. I set those weekly meetings up as meetings in Zoom. So there’s lots of cross talk between the members. People are helping each other. There’s a lot of peer support. Uh Aside from the teaching that I’m doing uh each week, if thats of interest to you, please check out Planned Giving accelerator.com promoting the course in uh the rest of this month. And then it starts in early March. That is Tony’s take two Kate. It sounds like a very valuable course. We hope people join. Yes, we do. You’re right about that. We’ve got Buku but loads more time. Let’s go back to zombie loyalists with Peter Shankman. Peter. You have a uh golden rule of social media that a good number of customers like to share and people are gonna keep doing it. People will always share. Um, again, it goes back to the concept that if you create great stuff, people wanna share it because people like to be associated with good things. If you create bad stuff and by stuff, I can mean, I mean, anything from like a bad experience to 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. Uh, uh, after, after a random school shooting. Uh, no, it was after the, uh, the, the shooting at the, the theater in Aurora, Colorado at the Dark Knight. Um, the Nr A tweets, hey, shooters, what’s your plans for this weekend? You know, and I’m just sitting there going really, you know, but, and of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the NR A. 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 when we make everyone else miserable around us. Um, it’s funny you mentioned, uh, um, the Generosity series, uh, the, one of my favorite stories which goes to sort of a uh a bigger picture of culture and um somehow when you’re just doing your job because that’s what you’re, you’re supposed to do your job. But you don’t realize there are ways to get around that. I, I listen to your podcast among others uh 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, I get there, I’m an iron man. I have, I have that and um so I go through Central Park and it’s super early in the morning because 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 let’s give you the credit. You have done a bunch of iron man. 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. I fall better than anyone. Um But uh so I’m running through Central Park last year. It was February, uh February 13 and 14. It was of this year. And um it was probably around 445 in the morning because I had a uh I had an 8 a.m. meeting and I had to do 10 miles. So 445 in the morning, I’m running at around 90 79th 80th street on the east side in the park. And a cop pulls me over and he says, what are you doing? And I look at him, you know, I’m wearing black spandex. I have a hat. It’s five degrees and I’m like, what, what playing checkers? You know what, you know, I’m like, I’m running and he, he’s like, ok, can you stop running? I’m like, ok, he’s like the park’s closed. I’m like, no, it’s not like I’m in it. Look around, there are other people. No park doesn’t open until 6 a.m. I’m like, he’s like, uh, do you have any idea on you? I’m like, no, I’m running. He goes, what’s your name? I’m like, seriously. He said, I’m writing you a summons. I’m like, you’re writing me a summons for exercising for I for ex, I just wanna clarify this. You’re writing music and sure enough, the guy wrote me a summons for exercising in Central Park before it opened. The, the charge was breaking the violating curfew. You know, I’m like, I get the concept of the curfew. It’s to keep people out after 2 a.m. It’s not to prevent them from 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, I’m, you know, I’m, 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 iii I kinda have some followers. This is 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 ok, so I go back home, I take a picture of my ticket. I email it to a friend of mine of the New York Post, you know, front page, New York Post next day. No, running from this ticket, you know, front page, of course, that’s great. New York Times covered it. Uh Runners world covered it. I mean, I went everywhere, gawker covered it, you know, and, and my whole thing was, it’s just like, dude, you have discretion. 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, I beat it. But how much money did it 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. And again, small shops so much easier to do flat line flat organizations. I, I work with a nonprofit um animal rescue, no profit. Um A friend of mine was a skydiver and uh shout him out. What’s the, I can’t, there’s a reason I can. 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 nonprofit. So I sent him 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, you know, more money to spend on my flat screen. And um I uh I remember I call, I, I look at this coffee table, I throw, I throw it in the corner, I look at it over the next couple of days. It pisses me off about how much, how much of my donation did it cost to print mail and produce this book to me. And so I, I called them up. Well, sir, we believe most of our donors are older and probably prefer to get a print version as opposed to like digital, you know, where they’d throw it away and like, you don’t throw digital away, but ok. Um I’m like, so, so you’ve asked your, you’ve done surveys and you’ve asked all, no, we just assume that most of them are older. I’m like, ok, so I opened my mouth wound up joining their board and I spent the next year interviewing uh customers interviewing every current and past donor about how they like to get their information and shock of shock, 94% said online. And so over the following year, we launched Facebook page, Twitter page, uh um uh Flickr account, uh youtube everything PS The following year for that donations went up 37% in one year. In that economy. It was right around 0809 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, revenue is up 37% and we saved a half million dollars. Your boss is gonna buy you 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 of tools for segmentation. You gotta listen to what segment you wanna, people wanna be in. You know, someone, someone asked me the other day. So what, what’s the best? I, I knew nothing about their company. What’s the best uh social media I left for me to be on, should I be on Twitter or should I be on Facebook? I said, I’ll answer that question if you can answer this, this question, I’m gonna ask you is my favorite type of cheese Gouda or the number six. And they say, I don’t understand. That’s not a real question. I’m 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, I just love the name Kum and go, come and go and you can read more about the, their tagline is always something extra. I mean, come on the jokes, just write them for god’s sake. But, um, and they don’t take themselves too seriously. I love that and knowing the name of the company gas station. And, um, you know, I, I like, I remember they were in Iowa and I went up to visit a friend in Iowa and I was like, you gotta get a photo of me in front of the come and go sign, you know, and, um, the beauty of this is that some of their employees actually look at their customers when they’re on their phones in the stores and go, oh, you know, what do you use Twitter more? Or Facebook? And they say, oh, I use that 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 or their, their, their questions and they feel like they’re, I did it for Harrow every month. We’d have a one question. Harrow survey, you know, Harrow one question survey. And it was, we get like 1000 people respond and I’d spend the entire weekend emailing everyone who responded and thanking them personally, took my entire weekend. But it was great because what would wind up happening is that, you know, if we took their advice and launched it on Monday with the new thing? They go, oh my God. How did this for me? 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, it’s a good thing. And, and it just, it just made them so much more loyal and they’d tell hundreds and hundreds and hundreds of people we’d get, I mean, there were days my God, there were days I remember 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 was starting to hurt and I look at it, I, it’s, 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 uh 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 like reset the entire phone because we just got so many new, like 14,000 subscribers in like three hours. It’s obscene, it’s obscene. You say, excuse me, you say uh that customer service is the new advertising. Marketing. N pr 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. A lava lamp has water, oil and a heat source, right? The 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, oh, crystals. Imagine if you’re, uh, everyone you meet in your network. Ok. Is a drop of oil? The water is your network and the water is your world. Everyone you meet in your network. Uh, 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. To not 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. I went to junior high school with, he, his post would have the same weight as like my current girlfriend. Which is ridiculous. I don’t need to know about everything. My friend from junior high school is doing. I haven’t talked to the kid in 15 years. Facebook’s gotten a lot smarter as has Google. Now, I see the people I communicate with the most. Ok. And if I, if I reach out and communicate with new people, they start rising in my feet in 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. That heat source at the bottom that’s rising, raising or lowering. Those drops of oil is relevance. So if you imagine the heat source is 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 or 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 request them. You know how awkward friend requesting is when you stop and think that last time my friend requested someone in the real world was second grade. Will you be my friend? My daughter’s doing that now she goes, you know, she goes, it’s like the cat. Will you be my friend? I’m like, honey, the cat doesn’t wanna be your friend. But you know, it’s this awkward thing who the hell friend requests someone anymore. If I’m, if I’m hanging out with you at a bar and we connect again and we talk and we go out to dinner and we’re having a good time. We’re friends. I don’t need to first request that you, you know, so 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 nonprofit, if I donate, if I volunteer, whatever the network knows that the more I do that, the more I 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 uh search for you. But if you do something stupid or we’re no longer friends see you, you’re gonna fade. I don’t have to unfriend you. You just disappear. Unfriending is also awkward. I dated a woman. We broke up, but it was nine months after we broke up, either of us wanted to unfriend the other one because it was just awkward. So I, I woke up in front of me anyway. But you know, the concept of not having to, to do that of just, you know, OK, I haven’t talked to you in a while. I don’t see your posts anymore. It’s the real world. That’s how it should be, and if you’re not feeding zombie loyalists, they can start to defect. So I, I want to spend a little time on if you’re 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 with the restaurant, uh, every week for three years and then all of a sudden over time, I’m noticing less and less that restaurant’s doing less and less to uh take care of me, you know, and maybe management’s changed and I don’t feel that uh you know, I’m ripe for being infected by another company. I’m ripe for someone else to come and say, you know, Peter. Uh cause if I tweet something like, wow, I can’t believe I have to wait 40 minutes for a table. It didn’t used to be like that. If I, if someone else is a smart restaurant, they’re following me and they’re gonna be great. You know what, Peter? There’s no way, no way over here. Why don’t you come two blocks north and we’ll give you a free drink, you know. Oh, you know, and that right there, that’s the first sign of infection and I might become infected by, by another company, become a zombie loyalist for them. 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 following your customer’s understanding when they’re not happy and fixing the situation before it escalates. Um you know, you can contain a small outbreak, a small outbreak, small viral outbreak. You can contain that by getting the right people finding out what the problem is, getting them into one room, fixing their problem, healing them. You have a good uh united story right back when it was Continental, I was uh a frequent flyer and booked a trip to Paris and uh I was very angry because they charged me like $400 in, in booking fees or something like that. I don’t remember what it was. And, uh, I called the CEO, I just, just for the hell of it. I’m like, I’m gonna, I’m gonna, I wrote, I wrote an email, this was before social and I wrote an email to the CEO and I’m like, this is ridiculous. I’m a frequent da da da da and like 30 minutes later my phone rings like, hello Peter Jman, please hold for Larry Kellner CEO of cotton lines. I’m like, oh crap. You know, and the guy gets on the phone, he’s like Peter, how you doing, Mr Jman? How are you doing? Sorry, listen, these fees, they’re new. Um, we sent them a note, I’m guessing you didn’t see it. We’re gonna waive them for you. But, uh, if you have any more problems, you know, feel free to call me and I hang up the phone for the next 40 minutes just sort of staring at it like, holy crap. Larry Kellner, the CEO of United Airlines just called me and, uh, talk to me and I mean, 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, um, 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, they were getting a lot of crap over the past several years and they really are starting to improve. It’s nice to see and not only, of course, your own loyalty but you’re a loyal guy. You’re a zombie loyalist for them. And how many times how, how much it’s unquantifiable. It’s un, I, I dragged so many friends to United. I’ve, I’ve made so many friends. Uh, I mean, my father, you know, uh, he only flies United now, which means he only drag, he drags my mom only on United. I only dragged my wife on United. There’s a lot of, a lot of work that way. Yeah, we gotta go away for a couple of minutes when we come back. Of course, Peter and I are gonna keep talking about his book comes out in January, zombie loyalists. You have some examples of zombie loyalist leaving en masse like Dominoes, Netflix. They’re both, they’re both in the book. So, so one leaving, if you don’t, if you’re not starting to cure one leaving and then that’s the thing, you know, the beat will be the internet with the hashtags and 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, at the end of the day, everyone say, oh, you know, Twitter’s responsible for, for us losing money. No, they’re not. You’re responsible for you losing money. You know, and, and if your product isn’t great and you, 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, oh, social media is really hurting us because no, you’re hurting yourself. The only difference is that social media makes it easier for the world to know about. They’re just telling the story. Dominos and Netflix are, are good examples because they, they bounced back. They took responsibility and 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 may or may not even have ordered them every once in a while. And I live in New York City. That’s, that’s a, that’s a sacrilege. But, um, you know, I have the app on my phone for when I’m over, you know, traveling somewhere. I’ll be in shea, whatever. And, and you know, what are you gonna get at 1130 at night when your flight’s delayed and you land? It’s Domino. Um, which reminds me I should probably go exercise on the flip side, you know, something like Netflix. They, uh, they also were screwing up, you know, they were losing, they tried to switch between the two. They came up with a new name and it was like gross in public. And so, and again, you’re watching the same thing happen with Uber right now. So it’ll be really interesting to see if they were able to repair themselves. Listening is important. Both, both those, both, those two examples, they listen to their 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, I use the example of my wife, I could 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, you know, listening is great, but you gotta respond and uh look, I’ll take it a step further. I was like, oh, Twitter’s so great because someone was complaining on Twitter and we went online and we, we saw the complaint and then we fix their problem and yeah, how about if the problem didn’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 on you’re 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. Uh Hertz is my favorite story of 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, I go and I, my name is supposed to be on the board, you know, so I can go right to my car and it wasn’t, it was ok. That happens. I got upstairs, I wait 40 minutes on the VIP 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 if we go up to the regular line. Like, ok, you probably could have told us that a little earlier, go up to the regular line. Spend 45 minutes waiting in the regular line. It’s now been. Are you tweeting while this is happening? Well, I had, 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 my cell phone. I was enough time to have a meme. I get it to the counter. Hi, can I help you? Yeah. Um I, I was downstairs at the VIP desk and they told me that oh your VIP reservation you have to go downstairs like yeah. Ok, let’s let’s put a pin in that. Um they just sent me up here like uh right. They have to help you. Well, it’s not really, they, you guys are the same company. I mean I could see the reservation on the screen. You, you, you, you can help me. Sorry sir, I can’t help. You have to go to the VIP next. I’m like you just next to me. Ok. So if you know anything about Sky Harbor Airport in Phoenix, um all of the rental car company, they’re all in the same place. So I walked 50 feet. It’s a bus takes you to the big to the big pavilion where they’re all 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, more or a 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, ah, it’s another refugee from, uh, Hertz. And I said, so this happens a lot. They’re like, yeah, I’m like, wow, you’d think they’d have done something about that. And so on the way out in Avis. Um I, I thank them, I walk past hers. I shoot them this, you know, sort of look at the look of the beast. I get my Avis car and I drive to my hotel. Once I get to my hotel, I write a wonderful blog post about my experience called Peter and Hertz and the terrible, horrible, no good, really bad customer experience. Once you have a kid, you find up rewriting titles about your blog posts that have to do with kids books. Um I do not like Hertz Sam. I am and things like that. And um I included in this blog post, the five things I’d rather do than ever. Uh ran from Herz again, I think number three was um was uh ride a razor blade bus through a lemon juice waterfall um with just, you know, and, and so, but, but of course, the next day Hertz reaches out to me. Oh Mr Jman, this is the head of North American customer service. That’s all you’re about. I’m like, they’re like, you know, we’d love to let Nick know like you, you’re not gonna fix the problem. Number one because I’m gonna Nas Car. I’m never going back to Hertz. Number two. There were five people yesterday, five people I interacted with all of whom had the chance to save me and keep me as a customer for life. A, 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 wanna 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 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 you have a pretty touching story about uh when you worked in a yogurt shop, you were really young. Um We have a couple of minutes tell that, tell that good story. That was on the east side, which again is another reason why I live on the west side. Nothing good ever happens in Manhattan’s East side. So I was uh I was working and I can’t believe it’s yogurt, uh, which was a store that I think back in the eighties IC by. No, no. TCBY was the country’s best yoga. IC biy was a poor, I can’t believe it’s yo, I can’t believe it’s not yoga. I can’t believe it. Yogurt. It was a poor attempt to capitalize on. That was TCB. And I’m working at this store and, um, I go in every day and make the yogurt to clean the floors. I do. You know, it’s a typical high school job and, uh, it was during the summer and thousands of people walking by, I think it was like Second Avenue or something. And there were these brass poles that hung from, you know, it was the, the, the, there was an awning, right? That’s a, that there and there were the brass poles that held the awning up and they were dirty as hell. Right. I’m sure they’d never been polished ever. And I found some, I found some brass polish in the back like, oh, they buried in the back. And one afternoon I went outside and IP started polishing the poles. My logic was if the poles were shiny and people saw them, maybe they come into the store, maybe they’d wanna, you know, buy more nice clean place. And the manager came out. What the hell are you doing? I said, I told him what I thought, I don’t pay you to think, get inside. You know, I’m like, there’s no customers in there. I’m like, ok, I’ll, I’ll, I’ll make sure the yogurt’s still pumping it full blast. And I quit, I just quit that job. Like, I mean, I, I couldn’t even begin to understand why someone would invest, I mean, to own a franchise for 50 grand, to at least to buy that franchise. Why wouldn’t he invest in the two seconds? It took little elbow grease to make the poll clean That might bring in more customers. What the hell? You know, but you’re not paid to think. You’re not paid to think. My favorite line. Yeah. Um, I, I just, I, I encourage if any kids are listening to this teenagers. If you, if your boss says that to you quit, quit, I will hire, you just quit. It’s, it’s, 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 wanna hire. We gotta wrap up. Tell me what you love about the work you do. 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 Minds Business. Masterminds. It’s shank minds.com. They’re day long seminars all around the country. And, uh I had someone come to me and say, you know, I took your advice about XYZ and I, I started listening a little more and I just got, uh, the largest, um, retainer client I’ve ever had in my life by a factor of four. And she goes, and I just can’t even thank you and I send me like a gorgeous bottle of tequila. She’s 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, we’re, I, I have 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 just a little bit more? You know, there really isn’t a need to be as douche as we are as a society. We could probably all be a little nicer to each other and you’d be surprised how that will help. The book is Zombie Loyalists. It’s published by Palgrave macmillan comes out in January. You’ll find Peter at shankman.com and on Twitter at Peter Shankman, Peter. Thank you so much. Pleasure is Amanda. Oh, thank you. Next week. That’s an open question. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com were sponsored by donor box, outdated donation forms blocking the supporter generosity donor box, fast, flexible and friendly fundraising forms for your nonprofit donor box.org. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martti. The show social media is by Susan Chavez, Mark Silverman is our web guy and this music is by Scott Stein. Thank you for that affirmation. Scotty be with us next week for nonprofit radio. Big nonprofit ideas for the other 95% go out and be great.

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.

Nonprofit Radio for December 14, 2020: 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 December 19, 2014.

 

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[00:02:38.04] spk_1:
Hello and welcome to tony-martignetti non profit radio big non profit 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 be hit with tinny accrue if you made me itchy with the idea that you missed this week’s show. Zombie Loyalists. Peter Shankman is a five times 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 December 19th 2014 on tony Steak to my December Webinar were sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Here is Zombie loyalists. 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’s the founder of Harrow. 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 AH, 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 shankman 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 non profit radio and studio Welcome, Peter. Good to be here, tony. Thanks pleasure. You live on the West Side of Manhattan and you and you, there’s a There’s a pretty well known five star steakhouse. Uh, I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Correct? Morton’s correct. Why is

[00:04:37.04] spk_0:
that more. I am a zombie loyalist to Morton’s. What does that mean? I love the service, the attention to detail, the quality, the the sort of where everyone knows my name mentality. When I walk into that morning 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. Thio here, from me and my wishes are granted is aware I we have a happy hour holiday party coming up at Morton’s next couple of days and, uh, you know, as always, I forgot toe calling, make a reservation. And, you know, I called yesterday and said, Hey, I need a, uh, a chance to get a reservation for seven people. Um, you know, Thursday night at 7 p.m. Which is, you know, the week of holiday party. And they looked and they said, Oh, well, and then I guess their computer system kicked in it. Of course, Mr Shankar, not a problem at all. We’ll get that for you. right away. You know, we’ll have a great booth for you to do that. Um, you know, and we’ll tell us names that people attending and you know, you don’t know, you know, they’re gonna have specialized menus for them and their names on they Really? They have, ah, really high level of service that they provide, Not just to me. That’s the beauty of it. You know, it is 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 yes, my wife’s birthday. Always ask anyone who calls right. He said, Oh, you know what tze my wife’s birthday. Great. What’s her name? Her name is Megan. Whatever. And you 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 will spend the next 45 minutes. You know, taking 50 selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re gonna go.

[00:04:52.44] spk_1:
Morton’s you say in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton’s story, which is in the middle of the book. But they do it for everybody, and then they have the VIPs as well. And there’s the terrific story of you tweeting tell that story. That’s a good story. It’s a good story. I love stories.

[00:07:21.94] spk_0:
I was flying home from a day trip to Florida and was exhausted and starving, and you’re flying down down at 6 a.m. Lunch meeting flew back the same day. You know, one of those one of those days, and, uh, 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 say, Hey, winter, please stop snowing things like that on I landed, uh, find my driver. And so next my driver is a is ah, waiter in a tuxedo with Morton’s bag. They saw my tweet. They put it together. They managed to bring me a a steak and, you know, as great of a story is it Is it za great stunt and it’s a great story and it wasn’t a stage, and it was completely amazing. But, you know, that’s not what they’re about. They’re not about delivering stakes 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, you know, Look what they did for Peter. But, you know, my steaks cold, you know? 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 winds 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 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 steakhouse. But if someone types into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the steak houses on a 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, will they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting out a photo Oh, my God, thanks so much more in 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. The sentiments gonna be there and and And the network will know that network will show you that steakhouse because you trust

[00:07:29.04] spk_1:
your friend. And this is where we start to cultivate zombie loyalists. Exact this through this awesome customer service of the customers. You You have same or about zombies.

[00:07:36.88] spk_0:
Yeah. 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 where at 990 followers are 10. Our 1/1000 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 companies who see their numbers rise and you see their fans increase and their their, uh, 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, uh 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, uh, outlet or whatever. And you know, once you if you if you need to come in, have a cup of coffee will use the phone, Whatever. You know, those little things that you could do that that that really focus on the customers you have and make the customers. You have the ones where the zombies who tell other customers how great you are.

[00:08:38.98] spk_1:
And this all applies to non profit, certainly as well. The question,

[00:09:16.14] spk_0:
but even more so, I mean, if you you know, non profit, they’re constantly worried about how toe make the most value out of the 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, 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 a simple Hey, thanks for joining, 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, letting them do your PR for you.

[00:09:20.28] spk_1:
And that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers to the organization who aren’t able to give a lot. But giving time is enormous.

[00:09:47.22] spk_0:
And if you know if they have such a great time doing it, they’ll bring friends. You know, zombies have one purpose in life. Really. 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’s doing, you know, or what’s going on in the world. It doesn’t matter what matters with zombies where they get their next meal because they feed and they have to infect more people. Otherwise, they will die zombie loyalists of the same thing. All they have to do is make sure that their customers, they tell the world we all have that friend who does it. You know, that one friend who eat nothing but the olive garden because oh, my God’s greatest breadsticks everywhere, you know and they will drag your ass the olive garden every single time they get that chance. That’s a zombie

[00:11:19.84] spk_1:
loyalist, and you want them to do that for your non profit. 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’ve got the full hour with Peter Shankman. Got to go away for a couple minutes, stay with us. It’s time for a break. Turn to communications. They have relationships with journalists. This is what you’re looking for when you get a PR firm to do your public relations in your media. For you. They’ve got the relationships because of the trust that they’ve built with reporters and editors at places like The Wall Street Journal, The New York Times, CBS Market Watch, The Chronicle of Philanthropy. You get the first call When these outlets are looking for sourcing on charitable giving a non profit trends on philanthropy they’re calling Turn to turn two refers to you because you’re their client. You get first crack at first class media the right turn hyphen two dot c o it tze your life No, you check him out. Turn hyphen two dot c o Now back to zombie loyalists Peter, it doesn’t take much Thio stand out in the customer service world doesn’t

[00:11:24.59] 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 about that, I I I love this example. Whenever I give speeches, I asked I asked everyone the audience and, like who here has had a great flight recently, like at least one personal raise their hand. I’m like, Okay, what made it great and without failure. And I said, Well, we took off on time and I had the seat I was assigned and we landed on time and like 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 have 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 with nothing more.

[00:11:57.85] spk_1:
Less than 20 minutes in the post office line. Exactly. And I’m ecstatic.

[00:12:16.74] spk_0:
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 wth E. Two guys were out in the woods hunting in the woods, and we’re just jogging. It was the first one sees. Ah, bear. And they see these bearings. Bears raised up. He’s about to strike, and the first one reaches down and tightens up his laces on his running shoes And say What? The studio Don’t be. Don’t be an idiot. You cannot run a bear. And guess what? I don’t need to. You 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 ball

[00:12:38.29] spk_1:
game. Now we have to set some things up internally in orderto have the structure in place. No question about it to create these. The zombie loyalists.

[00:16:01.34] spk_0:
Yeah. I mean, you haven’t. You have, ah, 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’re actually the customer service people that handle your collar, 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 could get you off the phone. Which means how many more calls again? 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’s this. It was a system called Vantive where you’d sign on and as soon as you signed on, If you weren’t a call, you know, that was tacked against you. 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 dio and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon Wireless I went overseas was 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 bucks 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. I’m like, What the hell? You know, $300 by the time I get off the plane like something’s up here. So I called Verizon on a nice guy answer the phone and Oh, yes. I mean, the first thing that was Yes, or you do have global roaming, but it doesn’t work in Dubai, E. Okay, well, that’s not really global. That’s more hemispherical. Roaming, I think, is the issue. And so he, 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 you, like 1000 bucks and just let me have the phone for, like, the week and, you know, you know, 500 bucks I won’t go over two gigs, but it 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 to I will be charged $20.48 seconds. $20. 48 cents. For every I think the time 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 the Dubai. 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, bought an international unlocked version of the same exact cell phone. I have went next door to the local SIM card store, but 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 it 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 that they will never make a penny from any international trip and I take what, 15 of them a year. Because now my cell phone, um, by international cell phone that I bought all I do is pop out the SIM card in my land wherever I am putting a new SIM card. So

[00:16:07.18] spk_1:
you’re speaking and writing and telling bad story, of course.

[00:17:10.14] spk_0:
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 a kittens. I read this and then it must be true, you know? So not necessarily. But you know, the concept that that all they had to do, all they had to do was in power mark customer service. And it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would’ve gotten fired if he tried to do a deal like that for May. 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 could 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, thats future responsibility means by not allowing me non allowing Mark the customer service agent to to help me on and take a different tack. He’s actually losing money. Too many CEOs think about the next quarter. Oh, we have to make our numbers. Next quarter, I’m fired companies in other countries. 10, I think 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 an augment and companies Americans don’t think about them. That’s a big problem.

[00:17:24.84] spk_1:
I buy a product line, has a lot of natural and recycled materials. 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. It’s a

[00:17:41.70] spk_0:
great it’s a great line. I mean, just think about how much money would have made for me in the past three years just to my overseas,

[00:17:47.62] spk_1:
you’d be telling a story about like them about Morten like the one

[00:18:11.94] spk_0:
look, a lot of people listen to me and they went for a time when you Googled roaming charges variety when you Google, Verizon roaming charges. My story about, however, how I saved all this money because came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home with $31,000 cell phone bill and your damn authorizing wouldn’t know anything about that. There have been up to bad. Sorry. Should read the fine print

[00:18:16.22] spk_1:
and plus the employee who sold you the quote International plan, right? I’m sure you told her. She said, Where you

[00:18:23.05] spk_0:
going? I’m going to Canada and I’m going to Dubai. I’m assuming she didn’t know where to buy Waas. She probably it was near Canada, but long story short couldn’t use

[00:18:30.26] spk_1:
it. Alright, so employees have to be empowered. There has to be we have to be, but changing Ah thinking too. I mean, the customer has to come first. Donor, the volunteer

[00:18:51.94] spk_0:
don’t volunteer. You get at the end of the day, where’s your money coming from? I don’t care if you’re non profit or Fortune 100 where your 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 company uber, um, and uber. It’s so funny cause uber makes you know their value of $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 Oh God, yeah, people are leaving 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, 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 from their god mode where they can see they actually created. There was, uh, don’t read this my business insider as well. There’s a they created a hookup page that showed or or or walk of shame Page that showed where, uh, women were leaving certain apartments, like on weekends going or 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. There was, uh, 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 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 gonna 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 com slash Peter Shankman Because they said, Oh, you know, Eh? So what they don’t they don’t turn surge pricing, don’t have enough cabs there, and you know, people can’t get home. I said I’m pretty sure that the Onley come, but 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, uber’s whatever. Yet the Onley 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,

[00:20:55.14] spk_1:
as we’re training for that, then not only, uh, trying to change their mind ships. Well, in trying to change that mindset, rewards for for customer, for employees that do take, go, do go the extra

[00:22:04.04] spk_0:
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 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 it, not doing everything that you could know. Ritz Carlton is famous for that. Ritz Carlton hires people not because whether they could fold the bed sheet but for how well they understand people. Because in Ritz Carlton’s mind, it’s much more important to be a people person and be able to be empathetic and that it’s such a key word. Empathy is just so so sorely lacking. You know how much you’ve called customer service? Yeah, you know, I have to have to change my flight. My, my my aunt just died. I really need the Oh, okay, great. That’s $300 e. Just wanna go an hour earlier. You know, you show up at the airport, your bag is overweight by half a pound. That’s $75. I just can you just cut me some slack note, You know, so empathy and giving the custom, giving the employees the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:22:11.22] spk_1:
And this is where a smaller organization has huge advantage. It’s easier to change.

[00:22:21.54] spk_0:
That’s what kills me. You know, I go to these try to frequent small businesses when I can. I go to some of these small businesses and they won’t they they act like large businesses, you know, in the respect that they don’t have ah, like

[00:22:27.68] spk_1:
they wanna be respected almost. They don’t have,

[00:23:06.44] spk_0:
like, a 6 6000 page code that they have to adhere. Thio. They can simply, uh, do something on the fly. And yet for whatever reason, they won’t do it. And it’s the most frustrating thing. 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 what? How we communicate, you know, it’s just craziness.

[00:23:16.04] 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

[00:24:46.44] spk_0:
it. E joked that, you know, if I can take itself, it was I really there. Um but it’s true, You know, 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 have a phone in my camera, you know? And it was like, That’s what I said. Yeah, Camera on my phone. Right. And it was like a, I think a 0.8 megapixel. You know, it looked like I was taking a picture with a potato, but it was It was this. I remember it was 2002 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 the crappiest video you ever seen, but I pulled it out and I said, You know, I started recording and the woman behind the counter one behind the counter was going, The woman behind the counter was talking to the customer, 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 your manager comes up and I get the whole thing on my little crappy three g Motorola for phone And I remember I posted online and Gawker picks it up. I gave him E mail that, you know, my headline I put on my block was, you know, Chase where the right 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 you just like, you know, this is in 2002. 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 e remember blowing I sneezed a couple weeks ago and, uh ah, that to get too graphic here. But e needed a tissue big time after I was done seizing E remember going through my pockets looking for desperate looking for a tissue. I’m looking around making sure it wasn’t on camera somewhere that someone didn’t grab that. Give me the next viral sensation. You know, e wait. God, I went to high school with a block from here, right? If the amount of cameras that Aaron Lincoln center today were there in 1989 1990 be having this conversation entirely, I’d be having this conversation behind. Bulletproof on. Yeah, so you know, you’d be you’d be talking to. You have to get special clearance to visit me. Probably the Supermax in Colorado. So, you know, it’s it’s one of those things that you just like. My kid who’s almost two years old now is gonna 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 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. Jesus. Thank God

[00:25:45.54] 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?

[00:26:38.84] spk_0:
I love I love this analogy and I’ll give you a fun analogy. Let’s have in 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 e m 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 Chancellor. 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 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 no words with friends like that, and she’s over there talking to 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. E think he’s single and he’s having this amazing guy e No, he has a cat. You have a cat. You should totally go talk to him. 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 do. 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 gonna tell my friend when they’re looking and I will stake my personal reputation on it. There’s nothing stronger

[00:27:18.22] spk_1:
than that. And these are the people who want to breed

[00:27:21.10] spk_0:
as stronger than advertising stronger the marketing,

[00:27:23.04] spk_1:
and they’re gonna share. People want to share

[00:27:48.24] spk_0:
the think about the Internet runs on two things. It runs on drama. Drama and bragging are 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 flights delayed for three hours and we lose our seat Oh, my God. 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 on the whole, because we love to share its on Lee a great experience if we could tell the world. And it’s only a bad experience if we could make everyone else miserable about it as

[00:29:35.94] spk_1:
well. It’s time for tony Stick to I am hosting a new free webinar plan to giving five minute marketing hosting my own. As I said last week, this feels very good. No shackles, no, not being shackled and drawn by by those others who host no grateful to the others who host me and we’ll be hosting in 2021 lots more webinars coming up. I’m grateful to them, but I’m doing my own too. So no more shackled and drawn. Um, and we’re doing this in, uh, this this month, December. It’s on Thursday, December 17th, 3 p.m. Eastern. It’s a quick shot another 1 45 minutes only on planned giving marketing. How to promote the idea of planned gift to your prospects? Who are the best prospects to be promoting to? What’s the message you should be sending to them and how do you get it out? Multi channel. I’m gonna do this all in 45 minutes, plus time for questions, which is my favorite. I have fun with the questions, tells me where you’re focused. I like the question. So we’re doing all this. Thursday, December 17th you register at plan to giving accelerator dot com slash webinar. That is tony. Stick to Let’s Let’s take two of 2020. As a matter of fact, come to think of it now, back to our annual rebroadcast of zombie loyalists. Peter, you have a golden rule of social media that that a good number of customers like to share and people are gonna keep doing it.

[00:29:41.14] 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 could meet. I mean anything from, like 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 were. Um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies were tweeting, um, you know, completely unrelated things. Uh, after after a random school shooting? Uh, no, it was after the shooting at the theater in Aurora, Colorado. The dark knight, Um, the 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 a sort of shame on the A so way we’re a society. Like I said earlier, that loves to share when when great things happen West, but loves to tell the world when we’re miserable because we’re only truly miserable, we make everyone else miserable. Um, it’s funny you mentioned the generosity Siri’s, uh, the one of my favorite stories, which goes to sort of a bigger picture of culture and 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 listened to your podcast, among others, When I’m running through Central Park on Dhe, more like if you know my body type more like lumbering through Central Park. But I get there. I’m an iron man. I e have that. And so I go to 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,

[00:31:20.03] spk_1:
But let’s give you the credit that you have done a bunch of iron Man,

[00:33:04.29] spk_0:
I have e 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. 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 an 80 a meeting. I had to do 10 miles. So 45 in the morning, I’m running about but around 96 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 that only what? Playing checkers. You know what you know. And like I’m running and he’s like, Okay, can you stop running? I’m like, Okay, he’s like in the parks closed like No, it’s not like I’m in it. Look around. There are other people who know part does nobody else exam like he’s like, Do you have any idea on you? I’m like, No, I’m running. He goes, What? Your name? I’m like, seriously, like I’m writing you a summons. I’m like you’re writing me a summons for exercising for for I just want to clarify that you’re writing music. And sure enough that 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 2 a.m. It’s not to prevent them going in early toe 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, I said, you know, I’m gonna have a field day with this. I said I I kind of have some fathers. It’s gonna be a lot of fun. I’m not. You know, I know you’re just doing your job serve 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 great New York Times covered it. Runners world covered it. I mean, I went everywhere. Gawker covered it, you know, And And my whole thing was just like, Dude, you have discretion. 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 that 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.

[00:33:32.16] spk_1:
And again, small shops so much easier to dio flatline flat organizations.

[00:35:06.94] spk_0:
I work with a non profit, um, animal rescue non profit. A friend of mine was a skydiver and shot him out. No, I can’t. There’s nothing 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 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, I throw in the corner. I look at it over next couple days. It pisses me off That How much? How much of my donation did it cost to print? Melon produced this book to me, and so I called them up. Well, sir, we believe most of our donors were older and profit. Prefer to get ah, 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 our older I’m like, Okay, so I open my mouth lineup joining the board and 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 year. For that, donations went up 37% in one year in that economy is right around 0809 Donations went up 37% in one year and they saved over $500,000 in printing mammalian reproduction. Imagine going to your boss, Boss. Revenues up 37%. And we saved a half million dollars you’re talking about. You’re 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.

[00:35:13.37] spk_1:
We have tons of tools for segmentation. My God, you gotta listen to what segment? That you want. People wanna be in.

[00:35:52.24] spk_0:
You know, someone? Someone asked me today. Show what? What’s the best and knew nothing about their 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. They said 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. I just love the name K u m and G. O. And their tag tagline is always something extra e. Come on, the jokes just write themselves, for God’s sake. But

[00:35:58.40] spk_1:
they don’t take themselves to say, Really love that coming just knowing the name of the company

[00:36:12.13] spk_0:
gas station. And 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 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 stories go, you know, what do you use Twitter or Facebook? And they say, Oh, I use that 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 invest in your company. They feel like they that you took the time to listen to their non profit request. So their their their questions and they feel like they’re I did it 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’d spend the entire weekend emailing Everyone responded, thanking them personally took my entire weekend. But it was great because it would wind up happening. Is that you know, if we took their advice and launched on Monday with the new thing, they go, Oh, my God. How did this review? They took my advice. Well, yeah, I was your advice to 100 other people advice, but we took it and they’d be like, Oh, my God, this meat 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. My God, they’re days. 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 started to hurt and I look at it. It’s almost on fire. It had frozen because we were mentioned in Seth Godin’s morning blogged, 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 like, reset the entire phone because we just got so many new, like, 14,000 subscribers in, like, three hours I’ve seen.

[00:37:30.68] spk_1:
I’ve seen you say, Excuse me. You say that that customer service is the new advertising marketing NPR? Yeah, it

[00:40:01.00] spk_0:
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. A lava lamp has water Oil on the 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 crystals 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 during the radio interview with to the guy who serves you ice creams, local deli to the guy who does your dry cleaning to your girlfriend to your wife to not the same time to your kids. 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. I’m just ridiculous. I don’t need to know about everything, my friend from junior high schools doing having talked to Kidd in 15 years, Facebook’s gotten a lot smarter, as has 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 in 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. That heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So imagine the heat sources relevance. And the more I interact with someone, the more the higher they go in my network in the more I see of them, the more trust level there is. When I’m at a bar and I meet someone or 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 request, 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’s doing that because you know she goes It’s like cat Will you be my friend like tony? The cat doesn’t wanna be your 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 The 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. So 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, then 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 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 Thio search for you. But if you do something stupid or we’re no longer friends So yeah, you’re gonna fade Don’t unfriend you you just disappear. Unfriending is also awkward. I dated a woman, we

[00:40:06.44] spk_1:
broke up. It was nine months after we broke up. There was one done friend, the other one because it’s just awkward until I woke up with a

[00:40:11.28] spk_0:
friend of me. But anyway, But you know the concept of not having to do that of just, you know Okay, I haven’t talked in a while. I

[00:40:17.85] spk_1:
don’t see your post anymore. That’s the real world. That’s how it should be. And if you’re not feeding zombie loyalists, they can start to defect. No question about it. I wanna I wanna spend a little time on. If you’re

[00:40:29.29] 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 of the restaurant every week for three years and then

[00:40:39.42] spk_1:
all of a sudden, over time, I’m noticing less and less that restaurants doing less

[00:40:44.71] spk_0:
and less Thio take care of me, you know, And maybe management 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 to. You know, Peter, because if I tweet something like, wow, I can’t believe I have to wait 40 minutes for a table. This didn’t used to be like that. If someone else is smart restaurant, they’re following me, and they’re gonna great. You know, there’s no wait,

[00:41:01.49] spk_1:
no way over here. Why don’t you come to block storms will give you free

[00:41:03.54] spk_0:
drink, you know, You know, and that right there, that’s first sign of infection. And I might become infected by another by another company. Become zombie loyalist

[00:41:21.91] spk_1:
for them. And so let’s let’s take you have a lot of good examples. Let’s take ah, one on one situation. How can we start to cure that? The simple act of realizing following your

[00:41:38.21] spk_0:
customer’s understanding when they’re not happy and fixing the situation before it escalates? Um, you know, you can contain a small outbreak, a small outbreak, small viral outbreak. You could contain that by getting the right people finding out what the problem is getting into one room, fixing their problem, healing

[00:41:38.61] spk_1:
them. You have a good united story. Right back when it was Continental,

[00:42:07.20] spk_0:
I was a frequent flyer and booked a trip to Paris on Dhe was very angry because they charged me $400 in looking for you. Remember what it was And I called the CEO. I’m just just for the hell of it. I’m like, I’m gonna I wrote a letter or an email. So this is before Social wrote an email to the CEO. I’m like this Ridiculous. I’m freaking like, 30 months later, my phone rings. Hello, Peter. Please hold for Larry Kilman, CEO of airlines. I’m like, Oh, crap, you know, and get on the phone. He’s like, Peter, how you doing? Mr. Doing started letting thes fees their new We sent that note. I’m guessing you don’t 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 hung up the phone the next 40 minutes to sort of staring at it like holy crap. Larry Kellner, the CEO of United, 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 now, united ever since on, and they continue to treat me with respect and and do great things. And they’re they’re improving. They were getting a lot of crap over the past several years, and they really are starting to improve. It’s nice

[00:42:48.50] spk_1:
to see and not only, of course, your own loyalty, but

[00:42:50.41] spk_0:
you’re my God

[00:42:51.84] spk_1:
loyalist for them and how many times how much it’s

[00:42:54.83] spk_0:
unquantifiable. It’s unqualified. Dragged, dragged so many friends to united. I’ve made so many friends. Uh, I mean, my father, you know, uh, he only plays united now, which means he only drag. He dragged my mom only in the night and only drag my wife United States. There’s a lot of a lot of work that way. Yeah,

[00:44:16.39] spk_1:
we’re gonna go away for a couple of minutes when we come back. Of course, Peter, and we’re gonna keep talking about his book comes out in January. Zombie Loyalists. Time for our Last break dot drives dot drives. Engagement dot drives relationships. Dot Drives is the simplest donor pipeline fundraising tool. They’ve made it customizable, collaborative and intuitive. It moves the needle on your prospect and donor relationships. If that’s what you want. If you want to move prospects along from prospect, potential donor to donor and then beyond, of course it’s stewardship. This is what dot does for you. For listeners. As you know, there’s a free month and a free demo. You go to the listener landing page at tony-dot-M.A.-slash-Pursuant. We’ve got but loads more time. That’s the last but loads of 2020 something. But there’ll be plenty of butts in 2021 but loads more time for zombie loyalists. With Peter Shankman, 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 don’t, you’re not starting to cure one leaving?

[00:44:29.54] spk_0:
Yeah, and then that’s the thing. You know, the 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 Mhm. Everyone said, Oh, you know Twitter is responsible for for us losing another, 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. Know you’re hurting yourself. The only difference is that social media makes it easier for the world to know

[00:44:59.27] spk_1:
about. They’re just telling the story. Dominoes and Netflix are good example because they bounce back. They took responsibility and

[00:45:43.00] 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 may or may not even have ordered them every once in a while, and I live in New York City. That’s a that’s a That’s a sacrilege. But you know, I have the app on my phone from over, You know, traveling somewhere being or whatever. And you know what, Do you get it? 11. 30 at night when your flight is delayed in the land? Donna, Um, which reminds me she probably go exercise on the flip side. Looks like Netflix. They also were screwed up. You know, they were losing, trying to switch between the two. They came up with a new name and everyone just like public man. And so and again. You’re watching the same thing happen with uber right now. So we really interesting to see if they’re able to repair themselves.

[00:45:48.99] spk_1:
Listening is important. Both Both those. Both those two examples. They listen to

[00:46:49.48] spk_0:
their 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 could sit there and listen to her for hours, you know? But if I don’t actually say anything back, she’s gonna smack may 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. E 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 their problem. And, yeah, how about if the problem did 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 there 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 empower 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 thio Phoenix Sky Harbor Airport this past April, and I gave it, was giving a speech, and I go on. My name is supposed to be on the board, you know, so I could go back to my car and it wasn’t happens. I got upstairs. I wait 40 minutes on the V I P line. Um, after 40 minutes, they finally say, you know, there’s ah, on the one guy here. A lot of people might have a better chance. We go up the regular line, okay? Probably have told us that a little earlier. Go to the regular line. Spent 45 minutes waiting. The regular line that’s now been

[00:47:11.51] spk_1:
Are you tweeting? While this was happening?

[00:47:48.08] spk_0:
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 when I was quite enough. E get to the counter. Mm. How I can help you. Yeah, I was downstairs the V i. P. S and they told me Oh, you’re preservation downstairs like Yeah, OK, 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 were the same company. I mean, I could see the reservation on the screen. You you can help me. Sorry. So I can’t help. You have to go to 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, eh? So I walked 50 ft.

[00:47:51.19] spk_1:
It’s a bus, takes you to the big the big pavilion, where they’re all next week.

[00:49:46.97] spk_0:
I walk 50 ft from the 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 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, Yeah, that’s another refugee from hurts. And I said, This happens a lot. They’re like, Yeah, I’m like, Wow, you think they have done something about that? And so on the way out in a vis um, I I thank them. I walk past her, I shoot them this, you know, sort of Look at the look of the beast. I get my Avis car driving my hotel once I get to my hotel. I write a wonderful block post about my experience called Peter and hurts in the terrible. Horrible. No boat could really bad customer experience. Would you have a kid? You find your writing titles about your block post that have to do with kids books? Um, I do not like hurts, Sam. I am. And things and I included in this block 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, you know, and so. But, of course, the next day hurts reaches out. To me. This is the head of North American customer service. That’s all your body I’m like, They’re like, you know, we’d love to have that, Nick. No. Like you’re not gonna fix the problem. Number 17 Avis car. I’m never going back to hurt number two. There were 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 have 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 dio 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. PS Avis reached out to thank me personally. And, uh, I am now just this ridiculously huge, loyal fan of Davis and always

[00:49:56.07] spk_1:
will be. You have a pretty touching story about when you worked in a yogurt shop. You were really young way. Have a couple of minutes.

[00:50:39.85] spk_0:
Tell that. Tell that good stuff that was in the East Side, which again is yet another reason why I live on the West Side. Nothing good ever happens in Manhattan’s East Side. So I was I was working that I can’t believe it’s yogurt, which was a store that I think back in the 80 c b. Y. No, no TCB. Why was the country’s best I c B I. Why, it was a poor I can’t believe it. I can’t believe you, Yogurt. It was a poor attempt to capitalize on. I’m working at this store, and I go in every day and make the yoga to clean the floors. Radio typical high school job. And, uh, it was during the summer and thousands of people walking by, I think, like Second Avenue or something. And there were these brass poles that hung from, you know, there was an awning, right? It’s only that there and then 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 I found some brass polishing the back, like always bear in the back. And one afternoon I went outside and I positive polishing the polls. My logic was, if the polls were shining, people saw them. Maybe they come into the store. Maybe they wanna, you know, by more screenplays. And the manager came out. What the hell are you doing? I said 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, like, I couldn’t even begin to understand why someone would invest. I mean, own a franchise 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 polls claim that might bring in more customers? What the hell? You know, you’re not paid to think you’re not paid to think my favorite line. Yeah, I just I e encourage if any kids listening this teenagers, if you if you boss says that to you, quit, quit. I will hire you. Just quit it, Z. Probably the worst thing in the world that you could possibly do because you have customers who you have customers who every day could be helped by people who are paid to think. And that’s the ones you wanna hire.

[00:51:54.16] spk_1:
We gotta wrap up. Tell me what you love about the work you do.

[00:51:59.06] spk_0:
I get paid to talk. I mean, my God, that’s 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 masterminded shank mines dot com, their day long seminar all around the country. And I had someone come to me. 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 gorgeous politics like I can’t even thank you enough. Oh, my God. Being able to help people, You know, at the end of the day where 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 just a little bit more? You know, there really isn’t a need to be, as do she is as we are as a society, we could probably will be a little nice to each other. And you’d be

[00:55:09.04] spk_1:
surprised that will help. The book is Zombie Loyalists. It’s published by PAL Grave. MacMillan comes out in January. You’ll find Peter at Shenkman dot com and on Twitter at Peter Shankman. Peter, thank you so much pleasure. Thank you Next week, as I alluded to, There is no show next week or for the week after. I hope you enjoy the hell out of your holidays. Although I know Hannah has already passed. I’m sorry. That’s sort of a set thing. I don’t have a lot of control over. If I did, I would do something about it. But there’s not a lot I can do about that. But you still have New Year’s. You got. You got that to look forward to, and I hope everyone enjoys time off time with family. In small, of course, small household size groups keep it safe. There’ll be a 2021 on Take time for yourself yourself. You need it. You deserve time for yourself. Rest recovery, recuperation, naps, Highly underrated naps. Terrible. I did a whole block post years ago on naps. Uh, I admire Nah, I’m more than admire. I thrive over naps. I exult in naps. Yes, way beyond mere admiration of naps. I exult in naps. It’s been a rough year, so However you take care of yourself, you know what’s best for yourself. Do it. Do it. Please take good care of yourself and I will see you in 2021. If you missed any part of today’s show, I beseech you, find it at tony-martignetti dot com were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot ceo and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and that free month. Our creative producer is Claire Meyerhoff shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein. You people have application. Scotty, be with me next week. No, no, no, not next week. Be with me next year for non profit radio Big non profit ideas for the other 95% Go out there and be great

Nonprofit Radio for February 7, 2020: Neurodiversity

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My Guest:

Peter Shankman: Neurodiversity
Up to 30% of the workforce will be neurodivergent in the next 10-15 years. What is it and how can you get the competitive edge today by taking advantage of these specially-talented workers’ skills? Peter Shankman returns to share his quite personal explanation.

 

 

 

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[00:00:14.44] spk_2:
Hello and welcome to tony-martignetti non

[00:00:16.49] spk_3:
profit radio big non profit ideas for the

[00:00:19.68] spk_2:
other 95%

[00:01:18.98] spk_3:
on your aptly named host. Oh, I’m glad you’re with me. You’d get slapped with a diagnosis of metastasize, a phobia if you missed our fourth show in the Innovators. Siri’s neural diversity up to 30% of the workforce will be neuro divergent in the next 10 to 15 years. What is it and how can you get the competitive edge today by taking advantage of these especially talented workers skills, Peter Shankman returns to the show to share his quite personal explanation. Tony Stake to planned giving for the decade were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com by Cougar Mountain Software Denali Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO. It’s

[00:01:19.11] spk_2:
a pleasure

[00:02:17.54] spk_3:
to welcome back to the show. Peter Shankman. The New York Times has called him a rock star who knows everything about social media and then some. He’s a five time best selling author, entrepreneur and corporate keynote speaker, focusing on customer service and the new and emerging customer and neuro atypical economy. He’s recognized worldwide for radically new ways of thinking about the customer experience, social media, PR marketing, advertising and a DHD attention deficit hyperactivity disorder. As he checks his email on his on his watch on the new neuro diverse economy, he was the founder of Haro. Help! A reporter out. He leads Shank Mines, Breakthrough Network on online mastermind of thought leaders, business experts and change makers. Peter’s got a podcast faster than normal. It’s the number one podcast on a DHD focusing on the superpowers and gif ts of having a faster than normal brain. He’s a father, a two time Ironman triathlete in a Class B licensed skydiver. He’s at shankman dot com And at Peter Shankman. Welcome back to the show.

[00:02:27.53] spk_0:
Good to be back. Thanks for having me.

[00:02:38.14] spk_3:
Thank you. Pleasure. I’m glad you’re in the neighborhood is easy because you walk over on a Not a bad winter day. Not too cold. Yeah. Yeah. Um So

[00:02:38.85] spk_2:
you’re a

[00:02:47.83] spk_3:
diversity, I guess. Obviously the place to start is to define it. You have a whole podcast about it. What are we talking about? What fits under it? No. Diversity

[00:02:58.70] spk_0:
is any kind of faster brain, any kind of different. You know, growing up a DHD didn’t exist. 80 evening, Just, uh, in the public schools in New York. It was Sit down. You dropped in the glasses, Eat. Yeah, and I have had a very large dose of that, and it

[00:03:05.17] spk_6:
caused a lot

[00:03:13.11] spk_0:
of grief. You know, I had a school was not easy for me. And it wasn’t that I didn’t want to focus. It wasn’t that I didn’t want to pay attention. It wasn’t that I enjoyed acting out in class, but I did enjoy a glass. But, you know, it was best mates. Enjoyed it very much so. And what I

[00:03:18.58] spk_6:
realized. No, I’m looking back on it. That’s exactly

[00:04:45.00] spk_0:
it was I when I could make the kids laugh. That gave me a hit of dopamine, and that gave me a hit of adrenaline that give me a hit of serotonin and all those things that the newer, diverse brain, especially the DHD brain, doesn’t make enough of. Right. Um, when you’re a DHD, you have about 25% less of these chemicals than a normal regular speed person. And so your constant looking for ways, not intentionally. Just subconsciously you’re looking for ways to replenish those. Yeah, simply the rain in to get you know what? When when a regular person says Okay, I have I have math class. I don’t like math, but I’ll get through it, you know, they sit there and they say, Okay, I gotta learn this stuff and they look at it and they focus on it. They learn it. You know, when I do something I don’t like it. It requires a commitment and a set up to get it done. You know, I don’t, um things I don’t enjoy, but I have to do is part of life. I have to, uh, uh promote myself into a different way of being to get it done. It’s why I’ll never hold a meeting. Ah, where we sit down, right? None of my one of my meetings or sit down meetings. They are either stand up or walk around meetings. I people have called me the Aaron Sorkin of meetings and that that we will do a walk and talk for 30 minutes as opposed to, you know, Let’s go. Let’s go get a coffee and we’ll clear across town and coffee. That’s something we have to walk to get our meeting them, but it’s It’s better and more conductive and more conducive than sitting there in a room. You know, if I have to meet with people who I don’t have a choice and they’re gonna force me to sit down, you know, I’ll walk beforehand. I’ll take the, you know, take the stairs. I just don’t like that, You know, I walked over here, by the way, the west on highway to go three blocks

[00:05:05.84] spk_3:
that way, west

[00:05:06.46] spk_0:
way west to come back just to get a good 20 minute hit. Okay? Don’t mean I was

[00:05:10.89] spk_3:
wondering. I was starting to feel a little nervous that I was forced to

[00:05:16.14] spk_6:
sit for an hour. Now I got Yeah, we’re scared me, you know, in hours and hours. A

[00:05:19.41] spk_0:
bit much every interview that we doing on the podcast. We’ve had over 200 of them. We’ve had a CEO’s that Tony Robbins, Seth Godin, Keith Crouch. You found a doctor sign. Dave Needleman found a JetBlue Joe dissent in front of the Spartan race. The band shined down had countless really, really smart people. And each podcast is only 20 minutes because, well, a few day and so, you know, to to to sit someone like me sitting for an hour.

[00:05:43.56] spk_6:
You know, isn’t this really the worst thing? The world?

[00:05:45.21] spk_0:
But it’s it requires a commitment requires two requires a way to make the brain work for me.

[00:05:52.02] spk_3:
And so that was the walk.

[00:05:52.95] spk_6:
That was a lot

[00:05:53.41] spk_3:
of the preparation. Exactly. Thank you for doing it.

[00:05:55.98] spk_6:
And I have No, I

[00:06:52.74] spk_0:
have I have Ah, very, you know, sort of fundamental, um, things that I have to do every day to to to simply get myself through the day to have good days. You know, every morning has to start with exercise being a single dad. I can’t get the gym every day, have a pelt on bike, and I’m on that bike. On the days that my daughter, which is a little over half the week, um, I am on that bike, usually around 4 a.m. On my bike for an hour and 1/2. It’s obviously not to lose weight, you know, if it is, I’m doing something wrong, but it’s it’s to keep the brain focus. And I’ll do, you know, 2025 miles, and I will, you know, get off the bike. And I’m just I’m I’m perfectly wired. Right. I have a phenomenal way of of sort of approaching the world, which is a lot easier and better than if I didn’t do it, you know, and I sort of went in a little muddled a little, you know, not short myself. It it’s my form of medication. And

[00:06:55.39] spk_6:
I’m not anti

[00:06:58.07] spk_0:
met. I mean, I have a prescription. I take it every once in a while. I’m not on it today. You call

[00:07:00.14] spk_3:
it your expense account.

[00:07:01.37] spk_6:
Yeah. My expense account

[00:07:18.05] spk_0:
medication. When my assistant sits me down, says if you don’t get me these receipts and find the stuff, you have to get me. You know, the next today, you know you’re not gonna get paid. Your clients are competitive. Okay? I’ll sit down and I’ll figure out, uh, you know. Okay, let’s take this pill, sit down, get the work done. In focus of Other than that, I prefer to get my my medication in more natural ways. The exercises. Skydiving, public speaking. Things

[00:07:32.39] spk_3:
like you told psychology today that to write a book? If you If you have a writing project, you book a round trip flight Asia.

[00:08:23.61] spk_0:
Three of my last five trips have three minutes. Five books have been written entirely in airplanes. The last two. I booked a flight to Asia with no real reason. Euthanasia other than to write the book. Um, I actually wrote zombie loyalists. I sat down on the plane. Um, booked. It looks like the Asia it was doing two weeks haven’t read anything. I did all the research hadn’t relating. Booked a flight to Asia road chapters one through five in the flat out landed in Tokyo. Went to lounge to the shower. Have a cup of coffee. Get back on the same plane. Same seat two hours later. You’re not stay overnight, even stay the night. Wrote chapter 6 to 10 on the flight home. And, um, you know, went, uh, they got held up by, um, homeland Security for two hours, wondering why I was nature for 90 minutes and never actually immigration something that proved interesting, but it sure was running a bucket.

[00:08:25.53] spk_2:
Now I would say that That sounds to me like incredible focus.

[00:08:45.92] spk_0:
Well, the beauty of a DHD is that you can hyper focus. You can hyper focus. If you like to do something, you can sit down. And just if the situation is right and you’ve given yourself the right of it, sit down and you know I’ll put together a 1600 piece Lego Lego set in three hours. Yeah, I love doing it, but you know, if it’s something I don’t like doing, you have to. I have to make it work and it’s It’s not easy

[00:09:00.19] spk_3:
now. Five years ago you were You were with us was roughly five years. We’re talking about zombie loyalists. Um, uh, do you I gotta just focus back. Or do you still you still in Morton’s? I’m

[00:09:05.15] spk_6:
still martignetti Angeles way just

[00:09:13.73] spk_3:
played. We just played the show like, four or five weeks ago so listeners will know that it’s a story in Newark Airport. Yeah,

[00:09:47.83] spk_0:
so fan of Morton’s, you know, still go there quite frequently. It’s it’s phenomenal steaks. They still treat me very well. Um, I It’s funny over time that people still tell that story and and it’s still you know, not so much a customer is its customer experience. Not. It’s not PR. It’s not. Social media is custom experience, right? They were a little bit out of their way, and that’s not their job. The job isn’t going to take the airport. The job is that clear right? Have a great time. And so so So they’re still very good at that. Have they gotten bad at that? You know, they were bought by a company called Landry’s, and Landers owns them now. And

[00:09:52.37] spk_3:
Texas? Yeah, let’s take Texas

[00:09:54.64] spk_0:
unfortunate. Unfortunately, Andrews is still very, very, very big on customer experience, so it’s still a good place to

[00:10:39.04] spk_3:
go. Okay, let me take our first break. Wegner-C.P.As. You know, they go beyond the numbers. They’ve got videos. Do you have immigrant employees? They’ve got I nine tips. They’ve got high impact grant proposals. Also sexual harassment, awareness, video and others. You’ll find them at wegner-C.P.As dot com. Quick resource is and recorded events. Now let’s go back to neuro diversity. Peter Shankman checks is, uh, Texas. Take it. Work email. He does, uh, taking advantage of Ah, 32nd. I didn’t tell you was only 32nd break. Each break is doing well. The next one’s about a minute and 1/2. I

[00:10:41.29] spk_0:
could write a book,

[00:10:48.14] spk_3:
book your flight. All right. You could book the flight to write the book. Um, now you mentioned single Dad. Something has happened in the past five years. I’m sorry about

[00:10:51.18] spk_6:
that. I think things happen

[00:10:52.78] spk_3:
for a reason.

[00:11:05.33] spk_0:
The universe in its one told the way it should. I’m still very good friends of my ex. We have a great relationship, but I don’t have Thio. You know, they’re just certain times that you realize that that, um, the universe unfolds like Is that the way it should? And so I love being a single bad. My daughter is six and 1/2. Um, God help you if you forget the half. Um, she’s not just six, uh, give Aquino yesterday the Lego. And so when she comes home tonight, there are 15 new Lego sets.

[00:11:23.07] spk_3:
That school was a three hour keynote where

[00:11:27.52] spk_6:
it was 45 minutes. But it was very cool to hang out there

[00:11:29.40] spk_3:
and it couldn’t be done.

[00:12:51.12] spk_0:
I have. I am now the one of the first owners of the new international Space station Lego, which doesn’t hit stores. You’re worried. You’re very excited about that. So now it’s fun. It’s, uh, you know, I I love, try to explain. It was fun to watch her. Don’t explain what Daddy does for a living. Daddy talks to people, you know, It’s pretty much what I do. Yeah. On. You know how me since it in office of Daddy talks to people I like. I like my title better, but, you know, it’s it’s fun. It’s It does provides some interesting, uh, logistical, uh, intrigue. You know, I I know all single parents record. A lot of my travel is international. Um, I you know, I give speeches over the world and, you know, a couple of scholars and Asia. I gave a talk, um, on a Friday. And so I left Wednesday morning, uh, dropped my daughter off at school Wednesday morning. Went right to work. Um, booked a flight. Uh, are you boarded? A flight Wednesday at around 11 to Tokyo landed Thursday night at 7 p.m. Um, spoke. You know, went to those health, got some sleep, woke up, went to the gym, spoke at 9 a.m. Friday morning I was taken to the airport, got on a 2 p.m. Flight are four PM flight from Tokyo on Friday afternoon and landed in New York with time change at 4 p.m. Find infinite. And when I’m picking my daughter and you know, I was a zombie, but I didn’t miss a night with her. You know, it’s tough, but it’s a lot of fun. And, um, I couldn’t imagine, you know, doing anything

[00:13:05.30] spk_3:
Excellent. What else besides a DHD falls under no

[00:13:09.50] spk_6:
diversity in any kind

[00:13:39.03] spk_0:
of brain that is different than what we consider normal. So, you know, we’re looking at a Ph. D a d d. Autism executive function spending on the spectrum Asperger’s things like that and what we’re finding, and what studies have finding is that, um when creative people who are and almost everyone with a no diversion brain is creative, when these great people are given the ability to work in a way that works for them, right? Productivity goes to the roof

[00:13:40.18] spk_6:
dyslexia, just like she is

[00:13:46.11] spk_0:
included as well. And productivity goes through the roof. And, um, but you have to understand how people work, not everyone.

[00:13:50.14] spk_4:
Um uh

[00:14:12.08] spk_0:
works the same way, you know, And and, uh, the premise of we all have to get in at 9 a.m. And punch in and do that, you know, is really a thing of the past. And what companies are finding is if they allow their employees to, um, work the way that works for them. Company productivity goes to the roof. We’ve seen that countless times, over and over and over again. You know, you look at a company that has these rigid rules, which is a company that allows people to do work the way they want to and the people who do it the way they want to tend to the company, send a much more productive and generate more revenue unless cost.

[00:14:27.58] spk_3:
Okay. And this includes the newer, diverse community

[00:16:30.51] spk_0:
don’t know much about. You know, you’re looking at a workforce 25 to 30% want provide motivation. 25 to 30% of the workforce is gonna be no divers. And these are the people who are your creative right. These the people who are coming up with new ways to work new ideas, these the ones who are creating who are discovering all these sort of things. Good friend of mine is a PhD candidate at Harvard, and, um, she is very much engaged, and she, you know, they work in a lab where she she’s a PhD in the something with skin, huh? I’m totally spacing, not dermatology. I’m spacing. Basically, she she works with skin cells, and, um, you know, so she says a lot of time on her feet in a lab, you know, mixing skin cells, whatever does they dio? And then, um, she has to go back and analyze the data and what she does when she analyzed that data, she actually goes into a conference room that no one is in, and we’ll sit with her charts and her laptop in her, grafts on that and do the same thing that she could do at her desk. But her desk is an open floor plan. And even with headphones, she sees people at the corner of her eye walking around this and that and a distraction. And so she goes into a place where she can work and she will be 10 times productive and, you know, 1/3 of the time it would take her to do it or to other people to do it. So you know. And she explained that to her. Her, um, director, You know the labs. Look, look, just trust me this I work better this way. And sure enough, she does. You know, Andi, the her output is is very, very high. Um, but she has to be in that in that zone, you know, that’s my zona focuses an airplane. You know, it’s it’s or, you know, it’s also places where, um I’m able to get the dope mean that I need and then utilize it. So the thing about don’t mean is that once you get a huge hit of it, it doesn’t just go away. All right? You have to disperse it out over several hours has dissipate. So when I go to the drop zone upstate, I’ll take my my parachute, my rig, and I’ll do a jump and I land and I’ll throw my gear in the corner. Tony, re pack up some of you in the corner. Pull up my laptop, right. 10,000 words. Really? Oh, yeah, in like an hour. Yeah,

[00:16:36.85] spk_6:
I after, right after the jump. So you

[00:16:39.50] spk_3:
somewhere and then you know,

[00:16:40.82] spk_0:
I I land at the drop zone carrying my gear into the hangar. I throw in a corner, I pull out my laptop just right of the

[00:16:47.93] spk_3:
drops. Are you already at a building? And you start writing? Yeah,

[00:16:50.30] spk_0:
and I’m sitting up on the floor of my lifetime. I was right because, you know, that’s where I’m just so full of those chemicals. It’s like it’s like it’s like I’ve just done a lot of coke, You know it and it’s great. It’s healthy, a lot healthier than doing a lot of guys suppose for sure. But you know it. You don’t just get rid of it

[00:17:06.28] spk_6:
and all those chemicals in there, because the goal is to

[00:17:08.25] spk_0:
keep you alive. When you’re in the air, right, you’re don’t means you’re turning your gentle and they all are front and center when you’re jumping. Because for someone like me, you know, totally imagine myself without those chemicals.

[00:17:18.02] spk_6:
Okay, out the plane I gotta pull my parachute to look at the sun’s all shiny,

[00:18:18.71] spk_0:
you know? So so the chemicals are there to prevent that on, but when you land, they don’t just go away. You have to dissipate them of several hours. So for me, you know, that’s when I get somebody’s work done. That’s a great man. That’s great story works. It works really well, it’s Ah, it’s Ah, you know, you know where you are. Some people, it’s a run. I’ve done 5 10 mile runs and I’ll come back and be so wired that also dental work as well. Um, I’ll take a shower first, but, you know, it is it does. You’ve got to figure out what works for you and what works for employees, you know? And if you give your employees that ability to do that to to to work in such a way where they can, um, be most beneficial to themselves. You know, that’s the biggest thing we don’t seem to realize is that you know, this whole mentality of all work, work, work. Now, you know, no sleep work is bullshit. You know, if you don’t know how to take care of yourself first, right? If you’re not putting yourself first, if you’re not putting self care first, you know, if you have some of these entrepreneurs out there, you

[00:18:20.40] spk_6:
know, if you have, you know, work for 12 hours. Then you come home. We have to feed your kid if you only have four hours of sleep. Well, sleep two of them. And what you just told someone kill themselves. What is wrong with

[00:18:28.12] spk_0:
you? You gotta focus on yourself. You take care yourself. Self care is massive. Important exercise. Eat a goddamn vegetable. Everyone’s don’t write. Not everything has to come in a burger or a bun.

[00:18:37.93] spk_3:
Yeah, take care of yourself. Then you can

[00:18:41.30] spk_6:
take the oxygen mask their

[00:18:42.14] spk_3:
caregivers for auction parents. Yeah. All right. So how are we doing? Oh, I’m not. I’m too far from my Oh, I was worried about him. I’m too far. Okay, Um,

[00:18:54.34] spk_0:
no one’s ever told me I’m too soft. Uh, the letter.

[00:19:05.43] spk_3:
Let’s Oh, yes. Oh, yeah. Beautiful segue way. So let’s talk about employers. Let’s start with the, um, the recruiting. It’s gotta be different than sitting for an interview for 30 or 40 minutes. But

[00:19:10.91] spk_0:
there’s a man who just told me I have to sit here for an hour,

[00:19:12.81] spk_6:
but I would argue that it does. It does have to be fun. Interview. Here’s the thing

[00:19:24.68] spk_0:
about what has to be different you know, you have to understand that the people you’re hiring again, they come from them. 50 years ago, any kind of disability was not talked about, right? I love that episode of Mad Men Where the guys a raging alcoholic and

[00:19:31.97] spk_6:
says, You know, you go away, we’ll tell people you’re on

[00:19:33.77] spk_0:
your own. You know, in a client leave for three months ago

[00:19:37.06] spk_6:
upstate you come back a new

[00:19:39.75] spk_0:
man, you know, telling people your client leave for three months. Three

[00:19:42.41] spk_6:
hysterical people half the shorts I own probably state

[00:19:49.75] spk_0:
that I’m a th day. My favorite shirt is a DHD in the in the font of a C D c h d. I’m on a highway to oh, squirrel, you know? And so it’s it’s it’s that waiter,

[00:19:56.45] spk_3:
huh? Wait, what?

[00:19:57.03] spk_0:
Highway to squirrel? Squirrel. And so, you know, I love that I love that premise and and the fact that we are sort of out there and talking about it and proud of how our brains work, you know? So

[00:20:08.74] spk_6:
before you can even start recruiting,

[00:20:36.83] spk_0:
you have to. As a company, you have to understand that you have to own that, you know, and make your workforce a place where the neuro diverse want to work because they have the opportunity to go anywhere now and, you know, much like it comes down. University. Essentially what back in the nineties and earlytwo thousands, diversity was was skin color, and then it became sexual orientation, you know, and and now it has to become no diversity.

[00:20:37.64] spk_3:
Is this not covered under the Americans disability? That it is now is

[00:22:07.53] spk_0:
not so you know it. Perhaps it will be, but the you know and I’m not a lawyer any like that. But the premise have, Doctor, there’s say that more often, but the premises is that you have to. I understand that if you’re hiring, you know, people need to work in a certain way, and if you are willing to give them the opportunity, they will impress you. Every single time. I had a I had a I was doing consulting gig for a company big fast food chain, didn’t know them, and, um, they were trying to figure out how to get had a cater to you, the New Rivers market and, you know, let’s go and let’s have lunch at your restaurants. We went into one of the restaurants 135 items on the menu in front over ads interspersed with commercials on a digital board. I want to blow my brains out, you know, walk into you. So I said, OK, let’s go. Someone’s on the West Coast. Let’s go somewhere else now and let’s walk down the street to in and out Burger, where the menu is hamburger cheeseburger fries shake, right? You see the Peacefulness here? The com That’s the one you know you have to understand. Sometimes the concept of choice is death sentence, right? And so how can you give your employees that which they need? I joke if I’m dating someone Are you know, said this summer my wife the time she never really understood it. But the premises, like, don’t. If we’re gonna go out for dinner and I ask you what you want, don’t

[00:22:10.92] spk_6:
say Oh, just pick something.

[00:22:22.63] spk_0:
Anything’s fine because you will wind up trying monkey brains. You know, I guarantee that you know, instead say, I’m feeling either Italian or Chinese. Great. You’ve just given me two options. I will pick one, right, But don’t Don’t tell me or whatever you want because that’s

[00:22:25.31] spk_3:
not walk up and down Ninth at

[00:22:26.63] spk_6:
45 minutes. Exactly.

[00:22:39.01] spk_0:
Zimbabwe. Exactly. So be aware of of how you’re working with these people talking to them how you were doing with them. You know, for instance, I have a lot of clients who are their famous

[00:22:41.26] spk_6:
catchphrase. I just get anyone

[00:22:58.25] spk_0:
can get it. No rush. Well, that’s that’s That’s not okay, because I will never get it, because you’ll be the most important thing on my plate until the next important thing. So I require every client to give me a deadline. I require my assistant to get me a deadline for every single thing I have to do. Actually, I need

[00:23:02.34] spk_6:
this Thursday, 3 p.m. Okay, if I know is there’s a big BM. I’m gonna get it done. If you tell me you can get it whenever, okay, I’ll get to it. And you’re

[00:23:05.32] spk_0:
never getting that thing. So you have to give me a deadline

[00:23:08.64] spk_3:
on part of this preparation is sensitizing the other employees in the in the office, in the in the organization as to what? What you expect.

[00:23:18.80] spk_6:
Yeah, you know, it’s not. It’s not like you need to widen

[00:23:44.23] spk_0:
your doors because you bring in a wheelchair, right? It’s very, very subtle. A lot of times, Um, I have a friend of mine who has a sign on on his because he’s standing there and he’s sitting in his desk and it’s an open floor plan. She has headphones on, and he has a sign that he puts on his back. Um, you may bother me. You may not bother me, right? And if it says you may not bother me, people know to email him or leave him alone. If it says you may bother me, he’s working on something he can’t be interrupted for because thing about that is that the way the brain works is that every time you get disrupted and that could be a something simple text or email or ding from your devices. Yeah, the second you get that ding, it takes roughly 24 minutes to get back into a level of what’s called deep work. Cal Cal Norris wrote a book called Deport 24 minutes, 24 minutes. So

[00:24:08.58] spk_6:
if you get two e mails a day or two miles an hour,

[00:24:16.95] spk_0:
you’re getting nothing done. E mean slack has destroyed more productivity than an atom bomb. It is amazing how many

[00:24:20.88] spk_6:
we love slack. We use a religiously well,

[00:24:22.53] spk_0:
your productivity is going down and down. You know, my ex ex

[00:24:27.15] spk_6:
wife uses that productivity tool. It’s not. I watched her productivity goto hell when she’s using it, because she she she sits there and she she gets a response. Delicate responded right away. Well, now she’s just

[00:24:37.14] spk_0:
completely lost the train of thought 40 was working on, and it’s not gonna come back. And

[00:24:40.84] spk_6:
next thing you know, it’s two hours later. It’s

[00:24:59.85] spk_0:
lunchtime, you know, again, that’s my yet. Ah, lot of times no diverse people are gonna put rules in the place that work for them. You know, I have meetings on one day a week and they’re walking meetings like I said, but I don’t have meetings every single day. You will never catch me for a random coffee, right? You’re not gonna have coffee at 2 p.m. On Wednesday because that means I have to leave. I have to get ready to leave around one. I have to leave my apartment. 1 15 I have in my office. I have to get their meat. You it to meet from 2 to 30 to 45 Walk back to my office, Sit back down, get to It’s

[00:25:18.05] spk_6:
not gonna happen, you know, instead of going to meet you, now let’s do 15

[00:25:18.83] spk_0:
miles will head home. I’ll head home. I’m not gonna be productive at home. And I would be in the office, so we’re not gonna be like that. You wanna meet

[00:25:23.42] spk_6:
with me? Let’s meet at six a.

[00:25:27.28] spk_0:
M. For coffee or spin class or run in the park or something like that. And I will

[00:25:30.07] spk_6:
do that

[00:26:07.35] spk_0:
with you on that. It’s actually wonderfully. Ah, Darwinist IQ is well in that Those rules. If you want to meet me, we will meet before 6 a.m. for coffee for a workout. I’ll even take you to cryotherapy. Um, the greatest thing about that is that it Dominus tickly eliminates 97% of the people who said they don’t have meetings with me because if they can’t get up, if it’s not worth it to them to get up it 5 a.m. For him to meet with me. Whatever chance I don’t work with him. And so it eliminates the majority of people out there, which is really coming in the day. I hate people. An

[00:26:08.82] spk_2:
enormous part of

[00:26:10.89] spk_6:
less People have to deal with them.

[00:26:17.99] spk_3:
That’s why they’re spitting them to death and offering quite exactly cryotherapy on your terms.

[00:26:20.59] spk_2:
So a lot. So I understand.

[00:26:22.04] spk_3:
A lot of it is You have to recognize for yourself what helps

[00:26:25.70] spk_6:
is the thing you ever do you understand what works for you, right? I

[00:27:05.54] spk_0:
mean, you know, I rarely drink. I’m not gonna say I never drink occasionally, everybody, it’s very rare because I don’t have one drink. You know, I have six drinks because they’re there, and it’s very easy not to have that first drink. It’s after the first drink, but it’s very hard to sing the second time. Yeah, and so I joke. I have two speeds and only to speed. They have NAMA stay and I’ll cut a bitch and there’s no middle ground there. There’s no I don’t have a middle ground, you know You’re not going to see me. Okay, I’ll have What would Leo McGarry say in the West Wing is I don’t understand people who leave wine. You have a glass and leave half a glass. One of table. What’s wrong with him, right? Why wouldn’t you want that all the time? And it’s hundreds of true. And so what I find is that it’s much easier for me to have a club soda and not have that first drink. Um, because also, I have a drink and I have five drinks. Then

[00:27:17.15] spk_6:
I go home. I’m not drunk.

[00:27:18.84] spk_0:
I’m not, you know, slurring my words. I’m not, uh, pillaging villages. Really that. But I go to bed a little later than I want to. I wake up a little later. I might not have time for the gym when I’m trying to work out. Then my day is less than you know. And that’s why I get into that system in the first place.

[00:27:34.04] spk_3:
So, uh, let’s take our like, our second break, which is, uh, about a minute and 1/2.

[00:27:39.27] spk_6:
I’m getting water. Water?

[00:29:30.84] spk_3:
Yes, absolutely. Um, quote We’ve been very happy with Cougar Mountain software. It’s rare to encounter a problem with it, but they are always there to help walk. Be through it. Well, end quote I paraphrase a couple of words, but nothing substantive, certainly from Sally Hancock in Altuna, Pennsylvania. More raves about the customer service at Cougar Mountain Accounting Software. They have a free 60 day trial for listeners. It’s on the listener landing page, which is at tony-dot-M.A.-slash-Pursuant now. Time for Tony’s Take Two. Your Decade Plan for planned giving. I put a good amount of thought into if, where you could be by 2029 if you start your plans giving fundraising program in 2020. Don’t just think of a year long plan. Think of the decade. In 10 years you’ll be You’ll have an enormous amount of people in your recognition society, which means you’ve got enormous amount of planned GIF ts. You’ll be recognizing revenue from the from the program. You’ll be offering a lot of different vehicles way beyond just charitable bequests, which is a place to start. Um, you might even by that time have either have or have the evidence that you should have a full time director of planned giving you can be. You could be very far along and planned giving fundraising by 2029 if you start in 2020 and I lay out a decade long plan in the video, which is your That’s it. You’re decade plan for planned giving, and it is at Tony’s take to know that is Tony’s take to the video. Is that tony-martignetti dot com? Now let’s go back to Nora. Diversity

[00:29:32.99] spk_0:
the pill because I have some

[00:29:34.53] spk_2:
I’m feeling. No, you said you make it sound. Not so bad I joined

[00:29:46.79] spk_3:
the club, Our fourth entry in The Innovators, Siri’s with Peter Shankman about emerging neural divergent economies on the workforce. Um,

[00:29:49.32] spk_2:
yeah, no, I mean when you have it

[00:29:50.43] spk_3:
under management and you and you have figured out what?

[00:29:53.50] spk_6:
Well, that’s it. You’re out. There was a scientist

[00:30:03.92] spk_0:
once who came out, but don’t don’t. Scientists came up with this term of somebody call type type T and there’s tape, Tea party, you know, you you take These are type B’s in the tape tee, and then he divided that in taped a pilot of type B negative type B

[00:30:11.87] spk_6:
positive. Basically type tease

[00:30:23.70] spk_0:
the ones who take risks. They like to you know, they’re a DHD. Their brains produce less mon ami inhibitors than no people motto. Motto mean mono amine ox. Today’s inhibitors Okay, I type probably totally butchered, butchered that term. But again, that’s why I’m not a doctor.

[00:30:30.06] spk_6:
So the top, that’s the stuff that makes us

[00:33:00.44] spk_0:
don’t mean right. And if you have, people like me have 25% less of them. That’s why we do things to you know, that’s what we got. That’s why we did. But there’s two into this scientist, uh, theorized that there were two types of type t type B positive and type B negative in Tempe. Positive people who get that I don’t mean and the adrenaline that search on those modeling oxidase inhibitors in positive ways. Right? So I speak publicly, you know, be on stage in front of 10,000 people. I’m high as a kite. Its greatest feeling in the world. Ah, skydiving exercise. Whatever. The guest of big, there are people who get those negative ways. Um, you know, crime, uh, drugs, whatever. And you know that how people you know, that there’s an estimation that 75% or higher number of people in prison number of males in prison are undiagnosed. 80 80 80. You know, it makes perfect sense, right? You’re You’re bored. You’re not excited. You need something So let’s, you know, get steal this car through bad bag, right? And so So it comes down to sort of what you can learn about yourself. You know, looking back on my schooling and realizing I mean, I I teach. Sometimes the teachers would talk about me and they couldn’t believed they were talking about the same kid because my English teacher would have nothing but rave reviews about how amazing I wasn’t how much how attended. I wasn’t how focused I wasn’t how much I look, how great of a writer I was. Mad teachers be like It’s not the same kid. He’s nothing but a distraction. He causes he, you know it needs to sit. Tony bugs the whole class. He doesn’t, you know. And it was like they were literally that. How are you talking about the same child? Campy. And it’s true, because in English, I was, you know, put put, uh, God, what’s the book? Black Boy by Richard Wright. You to read the freshman in high school, and I was just enthralled with that book I read, apparently every year. Now it’s such an amazing book, and you know, I remember reading, getting to Shakespeare and and pirate and just, you know, being they have to have to tap me on the shoulder to get me out of class because my next class, because I just be so enthralled. But I was sitting in math class, you know, I learned that you could sink your watch to the the Bell system. And so, you know, I’d be in math class. And then just for fun, just to mess with a teacher, I’d go 54321 and the Bellagio off right at a job, drove the teacher

[00:33:11.47] spk_6:
crazy. But I love

[00:33:34.06] spk_0:
that it comes down to understanding that some things you love, some things you don’t How do you change your brain so that the things you don’t love you can still do well. And that’s what um, uh, employers. I need to learn as well. Yeah, that not everything their employees do their employees and love. So how can you give them an environment that benefits them with stuff that they don’t love? They could still get through and do well

[00:33:49.62] spk_3:
first. Thank you for talking directly to the listeners who are neural diverse. More importantly, you’re motivating the individuals to listen. You want to talk about the organization,

[00:34:11.07] spk_0:
listeners. Kids are important as well, because right now they’re our listeners. Your show Who’s Children have just been diagnosed, like today or last week or whatever with a d d or a D h d. And they’re freaking out. The parents are freaking out more than the kids. And so to the parents, I tell you right now that your kid is not broken, pardon my French kids fucking awesome and and And your kid is gonna change the world. And you know, you don’t sit there and say, Oh my God, he’s not like everyone else. Be thankful he’s not like everyone else. Because if I was like everyone else, we wouldn’t be sitting here. I wouldn’t be on this on your show. I’d be working in an office somewhere and pretty miserable,

[00:34:25.86] spk_3:
Miserable. There wouldn’t be. Would not have been a hard right.

[00:34:27.73] spk_0:
No, that wouldn’t be Harold or anything like that. So, you know, I am so thankful every day on it again, growing up, a lot of it sucks because we didn’t know what it was. You know? I remember my dad.

[00:34:37.16] spk_6:
Why can’t you just listen in. Glad who knew? You know, I couldn’t. And and fortunately,

[00:34:49.03] spk_0:
we have much more knowledge now of you know what goes on with this button? Yeah. Thio To be able to have a different brand. I’m thankful for that every single day.

[00:35:06.74] spk_3:
So let’s talk organizationally. What can we do? Two way talk some about the preparation but the interviewing getting encouraging, people Thio come on. And proving to the individual that this is a place where you want to work

[00:35:47.34] spk_0:
Explain that you’re you’re company. Everyone says their companies different. Show that your company is different. You know, they’re some companies have completely outlawed meetings, right? Completely banned sitting in the conference room there cos a band power point. And I think that’s pretty the best thing you could possibly do, right? Who the hell wants to sit in the meeting for two hours looking at slide after slide and listen to a person explain those slides. You know, I’d rather jump out the window. So what can you do for your, um, for your employees to show not just tell, but to show that it’s a positive place to work. Right. Um, are you gonna let your

[00:35:48.57] spk_6:
and Santos about Oh, you’re going from home. Well, that’s great,

[00:35:51.27] spk_0:
But are you gonna give them the tools to do that right? It’s one

[00:35:54.95] spk_6:
thing to say Sure work from home. But home might not be the best

[00:36:15.13] spk_0:
place for people, either. I have a friend of mine who loves working. He lives in California and he loves working from parks, right? He’ll go like a national park and he’ll bring. He’ll have a wireless connection satellite, whatever Internet and, uh, you know, climb a mountain. And I said, the top of mountains work for, like, eight hours. Expect other people to go upto. You know, what’s

[00:36:17.16] spk_6:
the meaning of life? Nothing. But he said,

[00:36:18.60] spk_0:
their legs crossed with his laptop, getting work done, breathing fresh air. And he

[00:36:26.44] spk_6:
loves it. He’s so ridiculously productive, right? Enormously productive. Unbelievable. Yeah, he’s he’s returning. And he’s creative creative director Chris China, and he’s returning art

[00:36:31.45] spk_0:
artwork to the client that you know would blow you away. And he’s doing it because he’s in his his happy place.

[00:36:46.89] spk_3:
Yeah, um, and then and keeping people too, You know, you’ve shown them at the at the outset that this is a place that they want to be, um,

[00:36:47.45] spk_6:
keeping people in them. It’s important you have to be able to think about

[00:37:01.21] spk_0:
no diversity is that it’s fluid, right? It’s not If you try to grab on to it, you know, like a newtonian fluid that if you put your hand on very slowly, you can movie, handle the bottom. If you hit it really hard, you can’t even get 1/4 inch down, right? Basically, take some water and corn starch and mix them up, and you can create non Newtonian fluids. And the A

[00:37:11.78] spk_6:
D. H. D.

[00:37:12.19] spk_0:
And new diversity is similar in that if you

[00:37:14.08] spk_6:
try to hold on

[00:37:42.29] spk_0:
to it, you try to position them in one path where they’re not allowed to move. You’re gonna find resistance, right? But if you let it flow through you and and you understand, that’s a fluid system that does have to move, and that change has to happen and you have to be able to adapt to that, you’ll be a lot better. Offices, organization, you know, they’re gonna They’re gonna be times where, um, there are days when I wake up and no amount of exercise is going to get my focus on track for whatever reason, right, mate, And sleep well, whatever. But I’m not. I’m just not gonna be productive. And I know that. And I will tell Megan I’m like, Okay, you know what? I’m having a day Cancel my meetings. I’m going off the drop zone or I’m going swimming on workout.

[00:37:55.88] spk_3:
It’s that last minute.

[00:37:57.02] spk_6:
Yeah, and And I’ll feel it. I wake up thinking about

[00:37:59.93] spk_0:
some things off today, and

[00:38:02.16] spk_6:
that’s an end. It doesn’t happen. Rarely happens. But it does happen. Right? Um, it happened

[00:38:06.33] spk_0:
like, I think less and I was like, October. Um, and

[00:38:09.01] spk_6:
I felt that I just woke up like you know what? I

[00:38:17.46] spk_0:
got nothing. I got nothing here. Megan, I have a meeting. 11. Do me a favor and cancel it. I’m going to the gym. Like what? It was like I don’t need a day. So I went to the gym. I did like

[00:38:20.47] spk_3:
she knows you by now.

[00:38:21.22] spk_6:
Yeah, I did like 10,000

[00:38:36.45] spk_0:
meter swim. Ah, I did like half an hour on the rower. You know, I did the bike, and I just That was what I could do right. And so, as an employer, you need to understand that there are gonna be times when you’re, you know, you call the mental health days in a mental health day. Well, that’s real, you know, and a Zen employer, you have to be flexible enough to allow for that. And the

[00:38:43.91] spk_6:
nice thing is, is

[00:38:52.07] spk_0:
that when you do allow for it, you’ll find that your employees not, um they don’t take advantage of you. They might take advantage of the health day every once in a while and

[00:38:55.30] spk_6:
say no, any today I’ll take a day.

[00:39:05.97] spk_0:
But when you give that more studies and more studies have shown that when you give them the ability to make their own choices right, they’re not gonna screw you more often than not, the non chemistry

[00:39:08.44] spk_3:
something you alluded to is, you know, like the typical career path they your neuro diverse, may not necessarily want to be promoted,

[00:39:21.62] spk_0:
right. There are people who are in positions that they’re really great and they want to stay there. Um, you

[00:39:22.06] spk_6:
know, it’s something else

[00:39:32.00] spk_0:
to consider for millions of years of evolution. Millions years, we hunted, and that’s how we got our food and we would run after a saber toothed tiger. And if we killed it, we’d eat. And if we didn’t kill it, we wouldn’t eat. We’d starve. And so we became very adept at short bursts of energy and short bursts of focus Right where we kill this tiger. And then

[00:39:47.20] spk_6:
we have, like, three or four days just,

[00:39:48.13] spk_0:
you know, eat. And she’ll whenever and there’s the food started to disappear Go battle. It would hunt

[00:39:53.42] spk_6:
again. Then we discovered

[00:39:57.29] spk_0:
agriculture. But 1100 years ago, and we just get the hell

[00:39:58.12] spk_6:
out 100

[00:40:11.87] spk_0:
years in the history of our existence is, you know, less than the width of a period on a full novel. And so, if you have to imagine, if you’re thinking about, um why why are we just gonna go?

[00:40:13.48] spk_6:
Why are we discovering it now? Are we seeing so

[00:41:10.30] spk_0:
much more of it now? Because you know what to look for. It’s always been there looking Einstein. Divinci Minutes, people, classic eighties. You no question about it. Um what? We understand what to look for now, you know, And in the course of human history were so far, are so so just at the nano pubescent era. We haven’t even started. You know, if you go down the line of of human growth, we’re just now barely beginning to crack the surfaces to what’s out there. And so, you know, if you well, we’ve had a 100 years of farming that’s nothing. In the in the history of the grand scheme of time, there’s nothing. And so you’re taking millions of people who grew their entire lineage, You know, that the entire human race was based on going out hunting, farming, you know, hunting. Then all of

[00:41:11.11] spk_6:
a sudden, the last second you change. Okay, Don’t hunt. Now sit down and farm.

[00:41:39.01] spk_0:
Well, you know, we’re gonna get fat, and we have a lot of energy that we need to dispel some other way, and we’re not going to able to do that. Lookit, lookit, history. Look. Att. The Romans look at the Europe in the 12th century, the only people who are fat with the kings because everyone else was working and they were out there. No hunting and gathering of it, you know, And then over time, what we’re seeing now is, you know, it’s so much the

[00:41:42.59] spk_6:
other thing was also Is

[00:42:00.28] spk_0:
that the rise of of bad for us? Food flat. But a word is playoff proliferating. Um, you don’t see that in ah, in countries that have less fast food options.

[00:42:01.44] spk_3:
Although we’ve us has done a good

[00:42:25.06] spk_0:
job, We explored everywhere. Yeah, bad food. You see all the stomachs growing in other countries as well. But, you know, we didn’t have that 1000 years ago. Either we had healthy. You know, I joked that I tried to eat food that if my grandmother back when she was, like, six years old in 1980 whatever. If she wouldn’t have recognized his food, I’ll try not to eat it right. You know, she look a cheating with, you know, but she understands the potato is she understands what? You know Broccoli. Is

[00:42:34.15] spk_3:
that it? Michael Pollan. Did you steal that from? You have only eat foods that your grandmother would recognize.

[00:42:42.50] spk_6:
I know where I got it. Had at first been saying that for years that the two things I say is that and then shop the edges of the supermarket because the outside of the supermarkets world healthy food is the crab is on the inside, right?

[00:42:48.41] spk_2:
What? We still have. All

[00:42:49.25] spk_3:
right. Let me take our last break.

[00:42:50.64] spk_6:
Well, I’m faster than normal. That’s why. That’s why. Good. That’s what happened.

[00:42:57.96] spk_3:
Um, I’m worried. About what? I should let you go. I mean, I

[00:42:59.60] spk_6:
know I’m just one of them entering tax. I

[00:43:57.80] spk_3:
don’t want you to leave. All right. Time last break turned to communications. Did you ever wonder how some nonprofits always get mentioned in the news and it pisses you off? It’s because they well, you could You could use Harrow. You could actually lose Harrow. Help a reporter out. You could also, uh, try to build long term relationships with the journalists that matter to you and turn to can help you do that as well. Their former journalists, including from the Chronicle of Philanthropy, our community. So to build a long term sort of sustaining relationships so that you get great coverage when it matters. When the news breaks and you want to be quoted, you’re the expert. That’s the kind of relationship you want there, a turn hyphen to dot CEO, and we do have butt loads. More time for new road diversity. And Peter Shankman, uh, I’m gonna throw it to you for, you know what else? What else would you like? Nonprofit organizations to know about neural diversity. We certainly talked About what? What the community brings

[00:44:06.90] spk_6:
one of the cool things look

[00:44:15.87] spk_0:
spring about. No diversity, I think, is that we tend to come up with ridiculously brilliant ideas that when you

[00:44:17.37] spk_2:
hear them

[00:44:27.09] spk_0:
for the first time, you might not think of as brilliant. You might think that, you know, we just told you that we’re a spotted owl. Um, but that’s the fun of it is our brains work a little differently and we think, sort of not outside the box. You think outside the park really were in an entirely different world? And one of things that I’ve seen happen many a time is You know, I remember this used to happen all the time with my ex

[00:44:41.48] spk_6:
wife. I I had this great idea, and

[00:44:45.49] spk_0:
you get Okay, here we go, you know, and

[00:44:46.28] spk_6:
she wasn’t angry. Just like Okay, where is this

[00:44:49.66] spk_0:
gonna wind us up? You know, we’re gonna be in Thailand by tomorrow. How do you know what’s gonna happen? Ideas before?

[00:44:53.92] spk_6:
Yeah, and and but the thing is Is

[00:45:21.78] spk_0:
that you know, that concept of great ideas led me to start Harrow, right? It it led me to start a podcast. Everything I’ve done has come from that, because when you’re when you’re near a diverse, you’re so used to getting t getting those weird looking people that you don’t give a shit anymore. And so you have 99.9% of brilliant ideas in this world have never actually been implemented because people are afraid of whether it was gonna pay. It

[00:45:23.19] spk_6:
kills me, right? Like the highway is littered

[00:45:38.16] spk_0:
with brilliant ideas that never saw the light of day because someone was afraid of what people might think When you’re a DHD or no divers, you spent your life with people looking at you and mocking you and talking. So you

[00:45:40.04] spk_6:
just don’t give a shit anymore, so I’ll get out there. Hey, here’s a crazy It may work. It may not have had just many failures have had successes,

[00:45:45.28] spk_0:
but when I’ve had the successes, they’ve really blown up.

[00:46:07.36] spk_3:
Okay, great creativity. And, uh, there’s there’s a very good article that I read preparing from Harvard Business Review it Zo listeners, you might be interested. It’s a May June 2017 issue of Harvard Business Review on I Think It’s called Neuro Diversity. And then there’s you also find Peter Shankman and interviewed by a psychology today. You were profiled,

[00:46:12.75] spk_6:
you know. But that’s the funny thing. Is some problem Mexico today and then I’m also

[00:46:18.98] spk_0:
profiled by, um, by traffic magazine. Right.

[00:46:21.01] spk_6:
And if you look at me, you know damn well that I’m not profit by Travel magazine for like winning traffic runs right? I’m profile, but Athlete magazine is

[00:46:32.88] spk_0:
one of the funniest people in traffic. Because I wrote it, I created a video that was based on the conversations I had with an ex girlfriend who could never understand why I could never go out and have brunch or stay out late on a Saturday night is always had an early ride or late, you know, long run or whatever, and I made

[00:46:44.49] spk_6:
this video and every single traffic related to it and everything. Oh my God, I always think that stuff well, I create

[00:46:50.55] spk_0:
the video because I just Why not? When you’re near a diverse, that’s why not is your favorite word, you know,

[00:46:55.73] spk_6:
why not Let’s try it. Let’s see what happens. You got me in trouble a lot. Growing up,

[00:47:09.60] spk_0:
I, um Yeah, I will never forget. Um, my parents coming home and finding that I had shaved. They’re 11 year old tabby cats. And

[00:47:22.23] spk_6:
what the hell Why would you do I want to see what happened. Nothing good happens when you shave the cat. I want to see what happened. Head to toe ball. That cat was not because I used a trimmer into the cat was drugs because, you know, the feels good. He feels he felt hated

[00:47:35.18] spk_0:
my mom, and that was not very happy. But, you know, growing up once I got what I grew up, everything became the concept of trying something to see what happens is actually very, very beneficial.

[00:47:39.38] spk_3:
Why not? I mean, definitely not profit. I mean, any organization we’re talking about profit could certainly benefit from some thinking around the

[00:47:46.34] spk_0:
question about it. You know

[00:47:47.05] spk_6:
what’s the worst could happen. It fails. Try something else.

[00:47:48.87] spk_2:
Yeah, way. We’ve talked about that on the show.

[00:47:50.60] spk_3:
We’ve had people talk about testing, testing for giving Tuesday, testing your fundraising messages, testing your email, testing other communication channels. That’s that’s what we’re talking about. Just that the

[00:48:03.45] spk_2:
ideas may be a little further out.

[00:48:33.25] spk_0:
The worst fear for me is not failure. It’s it’s not having not having tried something. I When I first got my first Alexa, I had this great idea. My kid was like, I think three years old, I had this great idea about, um I wanted to build an app that would wouldn’t allow election work unless it heard the word, please. So I didn’t want my daughter thinking that she could just talk to machines without in loser manner and and so

[00:48:34.59] spk_6:
I I should do this one day. I did. Really? Yeah. Uh, someone did it, and it exists now it’s a damn apples. Piss me off. You know, it’s like, Why do you Why

[00:48:49.62] spk_0:
d the a The only, um, the biggest risk it’s been said is not taking one, you know, And that’s it. So

[00:48:50.72] spk_2:
sure, of course. You know, you see that

[00:48:52.16] spk_3:
on social media all the time. I spent most of my time when I’m in social on Twitter, and, uh, you know,

[00:48:57.51] spk_6:
there’s over died years ago. There’s always, uh oh, yeah,

[00:48:59.90] spk_0:
way. We all know why it’s still alive. It’s only there’s only one reason why it’s alive in his orange and it should be dead. Twitter should have died about four years ago. There’s literally sze I find such a little value in and I’m still on it and you have to be. But I find such little value in it now. Such a bummer. It was It was it was phenomenal. I loved Twitter back in Lego eight and I

[00:49:20.10] spk_3:
were on the show. You might have said you don’t know if Twitter will survive, but But the

[00:49:23.75] spk_6:
concept, the concept, right? Momo? Well, not not constant tweeting the continent mobile messaging the concept of short, short burst communication. And I was right. And that is everything. That every single text,

[00:49:34.74] spk_0:
every single email, every single thing that we get is short bursts, right? And and for the

[00:49:39.68] spk_6:
HD, that’s perfect. It’s quick, little Oh, let’s look Okay. So

[00:49:42.58] spk_0:
let’s move on, you know, But the premise of tradition I’m starting to have your say something.

[00:49:51.32] spk_3:
Okay? That’s all these all these, uh, advice is, you know, the trite little Yeah. Never don’t be afraid to fail that the biggest failure is never trying, you know, But but But, I

[00:49:59.50] spk_2:
mean, there’s truth in

[00:50:00.15] spk_3:
it, but it seems trite.

[00:50:06.16] spk_6:
Well, everything seems t social media fucked everything up because nobody but nobody.

[00:50:06.66] spk_2:
You know, people are

[00:50:07.21] spk_6:
the last thing on. That’s right. I’m still see things. Yes. Thank you for sending 10,000 person conferences and telling them Be transparent. Be relevant.

[00:50:14.14] spk_0:
Be be, be brief. Being really

[00:50:17.05] spk_6:
Well, it’s so obvious. Then why aren’t you doing it? Test it. Try it.

[00:50:24.73] spk_3:
All right. Very true. We wrapped up. Sam, is that, uh we

[00:50:28.71] spk_2:
got five minutes off. Never gonna add. Oh, my gosh. Five minutes left. Oh,

[00:50:29.84] spk_3:
we started five minutes late. Yes, that’s what I’m looking at. The clock on Sam’s. All right, Um,

[00:50:36.43] spk_2:
tell me. Tell me more.

[00:50:55.71] spk_0:
Um, I could tell you that I One of the things that I find is is very, uh, everyone in whose no divers tends to have in common. We’re either incredibly productive or we do nothing at all again. No middle ground.

[00:50:56.87] spk_3:
This was the nomis day. All

[00:51:44.41] spk_0:
right? So I will I will. So, for instance, I have wanted I have done to Iron Man in my life to Ironman triathlons, and I want to do 1/3 1 and I for years I would say, OK, this is a year, and I haven’t had the impetus kick in the pants to sign up and and and pay the money. Paid almost $1000 to register for that. And something fell in my lap this year where it looks like I’ll be doing my 3rd 1 in in October. If you wait for the right moment, you’re never gonna have it. Yeah, right. And so again, that’s why I tend to say yes to almost everything in the world. Um, figure how to do it later, right? So I know that if I do my third eye, man, I’m gonna have to Basically from, like, mid February to October. I am going to be in that zone where I’m gonna be doubling my workouts. I’m gonna be, You know, my sleep will

[00:51:50.55] spk_6:
suffer. Not

[00:52:08.85] spk_0:
tremendously. I’ll still get enough sleep. But, you know, after putting my kid down eight o’clock, I might not go right to bed. I might have to do another two hours on bike. Isn’t like that. And, um but you I guess the point. Grantmakers What I find is that you make time for what’s important, right?

[00:52:12.33] spk_6:
Because of the end of the day, I’m still I’m still having the same 24 hours. That’s not gonna change. I’m not gonna find the time. Right. So you have to make it and you make it expensive. Something else.

[00:52:19.96] spk_0:
So you figure out what? What’s not important? A good friend of mine

[00:52:23.48] spk_6:
I understand so early. It’s amazing. You’re I wish I could do that like you can. No, I don’t know. I don’t know. You can. How do I do that? Well, okay, so I see that

[00:52:31.98] spk_0:
you’re liking, um shit on Facebook at 2 a.m. Maybe. You know, don’t do

[00:52:37.87] spk_6:
that. You know, it’s like we all have the same amount of time, and and how we utilize it is what

[00:52:43.43] spk_3:
matters. All right, out of respect for you, because the hour is really it’s an artificial. It’s an artificial

[00:52:47.90] spk_6:
country. Exactly. That exists

[00:52:50.94] spk_3:
to an hour, so we’re gonna leave it there. I really wanna thank you

[00:52:52.90] spk_6:
for your time. Thank you. Come back another five years.

[00:52:57.18] spk_3:
Thanks a lot for sure. You’ll find him at Peter Shankman. Peter

[00:53:03.38] spk_0:
Shankman. Peter Shankman. another Socials and peter shankman dot com and apparition shankman dot com.

[00:53:07.84] spk_3:
And at Peter Shankman, you also see he’s now a futurist in residence. We get just talk about

[00:53:11.53] spk_0:
epic epic marketing consultants, a great company in a Delaware. They hired me as their futurists futurist in residence. Yeah, so I come up with ideas. I I write white papers on what I think is gonna happen. Then we see if I’m

[00:53:24.41] spk_3:
right. Thank you very much. Next week, it’s our Valentine’s Day show relationship. Fundraising naturally with Adrian Sergeant. If you missed any part of today’s show, I beseech you, find it on tony-martignetti dot com were sponsored by wegner-C.P.As guiding you beyond the numbers. Wegner-C.P.As dot com by

[00:53:40.40] spk_2:
cooking meth in Software Denali Fund

[00:53:58.13] spk_3:
Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO. A

[00:54:38.88] spk_2:
creative producer is clear. Meyerhoff. Sam Liebowitz is the line producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York We’re a pre recorded today, so there wasn’t live. Listen, love podcast pleasantries. But of course, you know the sentiment goes out. Those sentiments always go out. You with me next week for non profit radio big non profit ideas for the other 95% Go out and be great talking alternative radio 24 hours a day.

Nonprofit Radio for December 13, 2019: Zombie Loyalists

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Peter Shankman

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. (Originally aired 12/19/14)

 

 

 

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[00:00:14.44] spk_2:
Hello and welcome to tony-martignetti non

[00:00:36.83] spk_3:
profit radio big non profit ideas for the other 95%. I’m your aptly named host. Oh, I’m glad you’re with me. I’d turn ex ophthalmic if I saw that you missed today’s show. Zombie Loyalists. Peter Shankman is a five times 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 originally aired December 19th 2014. I like to play it once a year. It’s it’s really valuable. Great lessons in here on tony Stake to Thank You for 2019 were sponsored by wegner-C.P.As guiding you beyond the numbers wegner-C.P.As dot com by Cougar Mountain Software, The Nolly Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant. Martin for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO. Here’s Zombie Loyalists

[00:02:46.75] spk_4:
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’s 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 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 Shenkman 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 non profit radio and the studio Welcome, Peter. Good to be here, tony. Thanks Pleasure. U, um, live on the West side of Manhattan and you and you, there’s ah, there’s a pretty well known five star steakhouse. I’ll get Wolfgang’s not far from you, but you pass it to go to a different steakhouse. Direct Morton’s correct. Why is that

[00:03:42.22] spk_0:
more. I am a zombie loyalist to Morton’s. What does that mean? I love the service, the attention to detail, the quality, the sort of where everyone knows my name mentality. When I walk into that Morton’s or any Mortons around the world, they have a tremendous custom relationship management system. When I call one number 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 uh. Happiness toe here for me and my wishes were granted is aware. I know we have it, eh? Happy hour, Holiday party coming up at Morton’s next couple days. And, uh, you know, as always, I forgot to call and make a reservation. You know, I called and yesterday and said, Hey, I need a chance to get a reservation for seven people. Um, you know, there’s a night at, uh, 7 p.m. Which is, you know, the week of the holiday party. And they looked and they said, Oh, well, and then I guess their computer system kicked in. Of

[00:03:50.26] spk_6:
course, Mr

[00:04:34.44] spk_0:
Shankar, not a problem. I’ll get the Florida, you know, have it. We’ll have a great booth for you. That about, um, you know, and well, uh, tell us names. The people attending, you know, you know, you know, they’re gonna have specialized menus for them and their names on it. They really they have, ah, really high level of service that they provide, Not just to me. That’s the beauty of it. You know, it’s one thing for everybody. Yeah, it’s one thing if they just provided to me, but they do that for everyone. And, um, 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 No, Martin says, Okay, greater you celebrating anything? So, yeah, it’s my wife’s birthday. That’s always after anyone. So you know what? It’s my wife’s birthday. Great. What’s her name? And her name’s Megan. Whatever. And you you go in and they and you sit down on the on the menu. It is Happy birthday. Make it. And then Megan, whoever she happens to be well, in the next 45 minutes, you know, taking 50 selfies with her menu and that’ll go online. And when her friends, you know, want that same experience, they’re gonna go. Morton’s

[00:04:49.82] spk_4:
you say in the book, you get the customers you want by being beyond awesome to the customers you have. And that’s why I want to start with that Morton’s 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.

[00:05:09.16] spk_6:
It’s a good

[00:05:09.54] spk_0:
story. Stories. I was flying home from a day trip to Florida and was exhausted and starving and

[00:05:15.98] spk_4:
they trip meeting. You’re flying down

[00:05:48.08] spk_0:
down to 6 a.m. Lunch meeting flew back same day 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 winter, Please stop snowing things like that. And I landed, uh, find my driver and said, Next, my driver is a is ah, waiter in a tuxedo with the Mortons bag. They saw my tweet. They put it together. They managed to bring me a ah, a steak and and, you know, as

[00:05:48.25] spk_6:
great of a

[00:07:24.94] spk_0:
story, is it is it that’s that’s It’s a great stunt and it’s a great story and it wasn’t staged. It was completely amazing. But you know, that’s not what they’re about. They’re not about delivering stakes to 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 deliver the state of the airport but their quality and service sucked, you know, it wouldn’t be a story, you know, like they did for Peter. But, you know, my steak’s cold, you know? 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 winds up happening, you have a great experience of borns, and then you tell the world, you know Oh, yeah, great dinner last night. That was amazing. I would totally there again. And as we moved to this new world, where review sites are going away, and I don’t I don’t I need to go to yelp reviews and people I don’t know. You know, if they’re shills, whatever the case may be, I don’t know. Or trip Advisor. Same thing. I want people in my network quite trust and people in their network who they trust by default, I trust. So that’s gonna be that’s already happening automatically when I when I land in l. A and I type in steakhouse, Not me. I know I know where the steakhouse Donnelly, but if someone typed into Google Maps or Facebook Steak House in Los Angeles, you know they’ll see all the State Council’s 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, will they see those first. And that’s pretty amazing, because if you think about that, the simple act of tweeting at a photo Oh my God, thanks so much more to love this. That’s positive sentiment. That network knows that, And so if you’re looking for a steak house, you know, and your friend six months ago had that experience. Oh, my God. Amazing state. This is a great place. The sentiments will be there. And and And the network will know that network will show you that steakhouse because you trust

[00:07:26.34] spk_4:
your friend. And this is where we start to cultivate zombie loyalists. Exactly. Is through this awesome customer service of the customers you have. Say more about something.

[00:07:34.15] spk_0:
Yeah. 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, the Facebook post. You know where 990 followers are? 10 are 1000. Follower gets a free gift. Well, that’s

[00:07:48.17] spk_6:
current

[00:07:55.66] spk_0:
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 companies who see their numbers rise and you see their fans increase in there. They’re, 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, uh you know, your car broke down. Well, you know, we’re not in the car business, but, you know, you’re you’re two blocks from our our closest ah, outlet or whatever. And you know, once you if you need to come in, have a cup of coffee, will it use the phone? Whatever. You know, those little things that you could do that that really focusing the customers. You haven’t make the customers. You have the ones where the zombies who tell other customers have great your

[00:08:36.38] spk_4:
And this all applies to non profit, certainly as well.

[00:09:13.47] spk_0:
But even more south. Yeah. I mean, if you know, non profit, constant worry about howto make the most value of the dollar and how to keep the dollar stretching further and further. And ah, you know, you have this massive audience who has come to you who’s a non profit. Who said to you, 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 a simple Hey, thanks for doing it. but actually reaching out, asking what they want, asking how they like to get their information. Things like that will greatly increase in donations as well as, um, making them go out and tell everyone how awesome you are, letting them to your PR for you.

[00:09:17.54] spk_4:
And that’s what a zombie loyalist does. And this is for this. Could be donors could be volunteers in the organization who aren’t able to give a lot. But giving time is enormous,

[00:09:30.38] spk_0:
and, you know, if they have such a great time doing it, he’ll bring friends. As as zombies. Do you know zombies have one purpose in life? Really? Zombies have one purpose in life that’s defeat. It doesn’t matter how the Mets are doing. It doesn’t matter, you know, chance that they lost anyway. But it doesn’t matter how how anyone’s doing. You know what’s going on in the world economy. It doesn’t matter. What matters with Zombie is where they get their next meal because they feed and they have to infect more people. Otherwise they will die Zombie loyalists of the same thing. All they have to do is make sure that their custom they tell the world we all have that friend who does it. You know that one friend eats nothing but the olive garden because Oh, my God, Is greatest breadsticks everywhere, you know? And they will drag your ass the olive garden every single time they get that chance. That’s a zombie,

[00:10:04.54] spk_4:
loyalist. And you want them to do that for your non profit. And there’s a big advantage to being a smaller, smaller organization. You could be so much more high touching. 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.

[00:10:54.79] spk_3:
It’s time for a break. We have used the service’s of wegner-C.P.As for many years. Their service is excellent. The auditors provide clear directions and timetables. They’re professional and thorough, but also easy to work with. The answer questions promptly End quote. And that is from an HR professional in Hillsborough, North Carolina. Heavenly Hillsboro. That’s from a movie who can Ah, who can name that movie? Heavenly Hillsboro. Not to get off topic, though, but I just did. Do you need that kind of c p A support with clear directions and timetables. Easy to work with answer questions promptly. Professional and thorough. Wegner-C.P.As dot com Now back to Zombie loyalists

[00:10:59.87] spk_4:
Peter, it doesn’t take much Thio stand out in the customer service world does it

[00:11:09.02] spk_0:
really doesn’t, you know. And the reason for that is because we expect to be treated like crap. You know, I love this example. Whenever I gave speeches, I asked, I asked you in the audience, Who here has had a great flight recently, like at least one personal raise their hand. Okay, what made it great and without fail there. And, well, we took off on time and and I had the seat I was assigned, and we landed on time and like so you paid for a service. They delivered that service and you are 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.

[00:11:37.94] spk_4:
Less than 20 minutes in the post office line exam, and I’m ecstatic

[00:12:12.47] spk_0:
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 is crapping your one level above that, you’re gonna win. It’s my favorite. My favorite joke. Some the two guys were out in the woods hunting in the woods in the or just jog. It was the 1st 1 sees Ah, bear. And they see this barren bears raised up is about to strike, and the 1st 1 reaches down and tightens up his laces on his running shoes and the studio. Don’t be community. You can’t outrun a bear and just kind of need to understand how wrong. 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 ball game.

[00:12:24.54] spk_4:
Now we have to set some things up internally in orderto have the structure in place to create the zombie loyalists.

[00:15:46.52] spk_0:
Yeah. I mean, you have a You have a ah 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 a cell phone company. You know, you call them. Could you have a problem, right? 18 T or T mobile? You call them that? Your problem? They’re actually the customer service will handle your caller. Actually judged and rewarded based on how quickly they can get you off the phone, Not on whether or not they fix your problem. How fast that how fast they can get you off the phone. Which means how many more calls again? 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 says it was a system called Vantive for you to sign on and assumes you signed on. If you weren’t in a call, you know, that was tacked against you. If you’re in a call and it went over a certain amount of time, that was tacked against you. So the decks were stacked. Not in the favor. The customer. There are some companies out there who allow their customer service employees to simply be smarter about what they dio and do whatever it is they need to do to fix the problem. Um, you know, my favorite story about this Verizon Wireless I went overseas was in Dubai, and I landed to buy, and I turned my phone had gotten global roaming on my phone. Which 20 bucks for every 100 megabytes. Okay, so I land and I turn on my phone and it says, um, before I’m even off the plane, I get a text that you’ve used $200 in roaming charges. What the hell? You know, $300 by talking about the plan, wegner, Something’s up here. So I called Arise and a nice guy answer the phone. Oh, yeah. I mean, the first thing that was Yes, sir. You do have global roaming, but it doesn’t work in Dubai. Okay, well, that’s not really global. That’s more hemispherical Roaming, I think is the issue. And so he said, Well, look, I’m gonna be here for a week. I said, you know what? You have my credit card on file, Bill me like, I don’t even like 1000 bucks and let me have the phone for, like, a week and, you know, that, you know, 500 bucks and I’ll go over to gigs would just do something for me. Sorry, sir. I’m not authorized to do that. You can look. So what do I have? Well, you can pay $20.48 a megabyte. I’m like, I’m sorry. Seriously. Which equates essentially to be charged 2048 seconds. 3048 cents. For every I think the times for every four seconds of the video Gangnam style if I decided to watch my phone like this is pretty ridiculous. So I simply hung up, hung up on your eyes, and I went down the street to the Dubai. The Mall of the Emirates, which is the largest mall in the world, has a freakin ski slope in it. And I’m not joking. And as a ski slope in this mall and went to one of the 86 different electronic stores in this mall bought 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 at 1000 minutes of talk for $40 I then put that in my phone because I 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 from Horizon to say, Okay, you know what? We’ll cut your brake. They still make a lot of money off me. And I would tell the world how great Verizon was to work with and how wonderfully how helpful they were. Instead, they guaranteed that I will never They will never make a penny from any international trip. And I take, what, 15 of them a year. Because now my cell phone, um, by international cell phone that I bought all I do is pop out the SIM card in my land wherever I am putting a new SIM card. So

[00:15:47.22] spk_4:
and you’re speaking and writing and telling bad

[00:16:15.23] spk_0:
jokes and your eyes. And every time I tell the story about variety, I make it a little worse. Apparently, Verizon tests out the durability of their phone by throwing them kittens. Read this or not, but you know, the concept that all they had to do all the energy was in power Mark, and it wasn’t Mark’s fault. Mark was a really nice guy, but he was not allowed to do that. He would get fired if you try to do a deal like that for me. And so it’s this concept, you know. The

[00:16:15.36] spk_6:
funny

[00:16:15.56] spk_0:
thing is, it comes down If you

[00:16:16.82] spk_6:
really

[00:16:50.24] spk_0:
want to go go down the road in terms of a public company like Verizon of where the issue is, you could 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. Future responsibility means by not allowing me, they don’t allow in. Mark the customer service agent to to help me on and take a different tack is actually losing money. Too many CEOs think about the next quarter. Oh, we have to make our numbers this quarter. I’m fired companies in other countries to nothing with next quarter century, and they make a much bigger difference because the thing 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 an augment and companies Americans don’t know nothing about them. That’s a big problem.

[00:17:15.80] spk_4:
I’d buy a product line that has a lot of natural and recycled materials. Seventh generation and their, um, their tagline is that in our every decision, we must consider the impact on the next seven generations. It comes from an American Indian.

[00:17:21.38] spk_0:
It’s great. It’s a great line. I mean, just thinking about how much money would have made for me in the past three years over just just in my

[00:17:27.31] spk_4:
overseas, you’d be telling a story about like them about Morten like the one

[00:17:54.51] spk_0:
about a lot of people listen to me and they wegner for a time when you Googled roaming charges variety, wegner, Google Horizon, Roaming charges. My story about how I saved all this money really came up first because I did the math. And if I had not called Mark and bought my own cell phone and done this, I would have come home to a $31,000 cell phone bill and you damn over rising one damn thing about that up to bad. Sorry about the fine print

[00:17:56.40] spk_4:
and plus the employee who sold you the quote. International plan, right? I’m sure you told her. No way. I’m

[00:18:03.56] spk_0:
going to Canada and they’re going to buy. I’m assuming she didn’t know where to buy was she thought it was near Canada, but yeah,

[00:18:09.37] spk_4:
long story short. I couldn’t use it. All right, So employees have to be empowered. There’s to be. We have to be changing a thinking to the customer has to come first. The donor of the volunteer

[00:19:40.75] spk_0:
don’t volunteer, you get at the end of the day, where’s your money coming from? Look, if you’re not profit our 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 company uber uber. It’s so funny cause uber makes you know the value of $40 billion right now. But that doesn’t mean anything. It doesn’t mean anything. If people are running away in droves, which people are, there’s a whole delete your uber app movement hard. Oh God. Yet people are living. 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, get laid. His goal was to always a black car when he was leaving a restaurant to impress the girl he was with that he came out and said that And you see that culture run rampant throughout uber from their God mode, where they can see they actually create. There was, Ah, read this amendment visited center as well that they created a hookup page that showed or, ah, walk of shame Page that showed where women were leaving certain apartments like on weekends. And we’re leaving certain place on weekends, going back to their home. It was obvious that they, you know, some guy and I think they did that. And of course, just there their whole surge pricing mentality, which is, you know, two days ago there was, ah, a couple of the terrorists of the biggest Harris attacking in Sydney at that at that bakery, and Sydney Uber and Sydney instituted surge pricing for people trying to get out of harm’s way, you know, and and they later refund it.

[00:19:48.41] spk_6:
Oh, it was a computer

[00:20:07.46] spk_0:
glitch. You know, I’m sorry. You have a stop button. And you can when you see something happening like that, there has to be someone in the office. You know what? Not cool. We’re gonna take care of that and hit the stop button. And it was yet 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, So what they don’t They don’t turn surge pricing don’t have enough cabs. They’re, you know, people can’t get home. I said, I’m pretty sure that the on Lee come, but I’m sure that no one had cab companies that I’m sure that there wasn’t anyone who had enough cars. They’re private cabs, uber’s whatever. Yet the Onley stories I read about cos 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 after,

[00:20:40.16] spk_4:
as we’re ah training for that, then not only trying to change that mind ships well in in trying to change that mindset, rewards for custom for employees that do take, go to go the extra

[00:21:01.89] spk_0:
mile Well, first of all, if you give the employees the ability to do it to go the extra mile and understand they won’t get fired, you’re not gonna get in. Try always to tell every one of my employees you never 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’re fired for, not for seeing an opportunity to fix someone and not taking

[00:21:06.61] spk_4:
not doing everything that you could

[00:21:44.36] spk_0:
know. Ritz Carlton is famous for its current hires people not because whether they could fool the bed sheet but for how well they understand people. Because in Ritz Carlton’s mind, it’s much more important to be a people person and be able to be empathetic, and that it’s such a key word. Empathy is just so so sorely lacking. You know how many have called customer service? Yeah, you know, I have to have to change my flight. Might my My aunt just died. I really D’oh! Okay, great. That’s $200. I just want to go now. Earlier, You know, you show up at the airport, your bag is overweight by half a pound. That’s $25. I just can you just cut me some slack note. So empathy and giving the custard, giving the employees the ability to understand that the customer that sometimes you can make exceptions and it is okay to make changes.

[00:21:51.27] spk_4:
And this is where a smaller organization

[00:21:53.57] spk_6:
has huge advantage. It’s easier to change.

[00:22:01.54] spk_0:
That’s what kills me. You know, I go to these try to frequent small businesses when I can. I get you something small businesses and they won’t they act like large businesses, you know, in the respect that they

[00:22:06.46] spk_6:
don’t have.

[00:22:06.91] spk_4:
Ah, they want to be respected almost

[00:22:46.53] spk_0:
don’t have, like, a 6 6000 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 it’s the most frustrating things. And look, guys, you’re acting like a big your act 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 to the door after me, you know? But I have a pretty big network. And for a small business, two get killed socially, as social becomes more and more what? How we communicate, You know, it’s just craziness.

[00:22:56.18] spk_4:
You know, we’re pretty much in a world, I think, where something almost hasn’t happened to you. Unless unless you share

[00:23:41.18] spk_0:
it e joke that, you know, if I can take a selfie. Was I really there? Um but it’s true, You know, 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 have a phone in my camera, you know, And it was like, 24. That’s why you can ring my phone. Right? And it was like a I think a 0.8 megapixels. You know, it looked like I was taking a picture with a potato, but it was It was this. I remember it was 2002 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 the crappiest video you ever seen. I pulled it out and I said, You know, I started recording and the woman behind the cat woman, the kind I was doing The woman behind the counter was talking to the customs, saying, You do not speak to me that way. You get out of this bank right now and the country was saying, I just wanted my balance, and you and your manager comes over. I

[00:23:54.71] spk_6:
get this whole thing

[00:23:55.15] spk_0:
on my little crappy three g Motorola folk phone, and I remember I posted online and Gawker picks it up. I gave him E mail. The headline I put on my block was, you know, chase where the right relationship is at. Go out yourself, you know? And it was It just got tons of play and the Gawker picked it up. It went everywhere, totally viral. So

[00:24:11.97] spk_6:
it’s one of those things here, just like, you know, this is in

[00:25:02.50] spk_0:
2002. 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 ever 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 season. I remember going through my pockets looking for desperate, looking for tissue, looking around, making sure it wasn’t on camera somewhere that someone didn’t grab that for the next viral sensation. You know, I got I went to high school with a block from here, right? If the amount of cameras that are in Lincoln Center today were there in 1989 90 90 be having this conversation entirely, I’d be having a conversation behind bulletproof for myself. Yeah, so you know, you’d be you’d be talking to. You have to get special clearance to visit me probie at the Super Max in Colorado. It’s one of those things that you just like. My kid, who’s who’s almost two years old now is gonna 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 high school I thought

[00:25:18.88] spk_6:
the stupid isn’t the

[00:25:24.18] spk_0:
world. Thank God there wasn’t a way for me to broadcast that to the world in real time. Thank God

[00:25:32.01] spk_4:
creating these zombie loyalists. And we’ve got to change some. We gotta 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?

[00:25:39.30] spk_0:
I I love this analogy and give your fun analogy lets

[00:25:42.56] spk_6:
him

[00:26:18.95] spk_0:
in a bar. And there’s a very cute girl across the across the park and catch my eye catcher. I go up to a go. You know, you don’t know me. I’m 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 Chancellor should get throw a drink in my face. Go back talking to her friends. I’ve done a lot of research on this. That’s probably 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 no boards are frantically and she’s over there talking to friends, one of her friends. Holy crap, That’s

[00:26:19.53] spk_6:
Peter Peter Shankman. I’ve heard him speak. He’s in this

[00:26:22.95] spk_0:
fantasy world. I’m single, too.

[00:26:27.13] spk_6:
He I think he’s single and he’s having the amazing guy I know. He has a cat you ever get. You should totally go talk to

[00:26:48.71] spk_0:
him the very least. I’m getting this girl’s number. That’s PR, Okay. And what do we trust? More me with my fancy suit collar going over the seventies. Leaders in Hi, I’m amazing. Or the girl saying, Hey, we’ve been friends since their grade. I’m recommending that guy. You should trust me on this. Obviously, that that’s where 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 gonna tell my friend when they’re looking and I will stake my personal reputation. And there’s nothing stronger

[00:26:58.24] spk_4:
than that. And these are the people who want to breed as his eyes

[00:27:00.65] spk_0:
are stronger than advertising stronger the marketing

[00:27:03.15] spk_4:
and they’re gonna share. People want to share

[00:27:10.38] spk_0:
that. Think about the Internet runs on two things. It runs on drama, drama and bragging bragging and drama. And if you if you need any proof of that, you go and look at all the hashtags with crap that’s happened, you know, bad customer service, bad, whatever. But

[00:27:19.84] spk_6:
then look at all

[00:27:28.34] spk_0:
the good hash tags. You know, when our flight’s delayed for three hours and we lose our seat Oh, my God. I hate this airline. The worst A line ever. But when we get upgraded right hashtag

[00:27:29.24] spk_6:
first class bitches or

[00:27:30.13] spk_0:
whatever it is, you know, like that

[00:27:31.80] spk_6:
on the whole, because we love to

[00:27:33.27] spk_0:
share its on Lee a great experience if we could tell the world. And it’s only a bad experience if we could make everyone else miserable about it as well.

[00:29:23.57] spk_3:
We need to take a break. Cougar Mountain software designed from the bottom up for nonprofits, that means for you that it has what nonprofits need, what you’re looking for. Like fund accounting. Critical. Um, no more spreadsheets for your restricted funds. Fraud prevention, outstanding customer service. You will get a free 60 day trial on a listener landing page at now. It’s time for tony steak too. And I thank you for all your support in 2019 as we wind the year down. Um, lots of listeners. Grateful. Grateful for all the 13,000 plus listeners week after week. Um, those podcast listeners. Thank you so much. If you listen live. I’m grateful to you. You know, I’m always sending the live love as well as the podcast. Pleasantries, Of course. Thank you. Uh, even when there’s just six or eight or 10 people listening live, it gives me energy. I love knowing that there are a couple of people scattered throughout the world. Doesn’t matter, really? Doesn’t matter. Listening live. I’m grateful for that. Thank you. Tuning in life. Um, and maybe there are other ways that we’re connected. If it’s ah, through the Facebook page. Twitter, um, linked in. Nah, there’s not too much unlinked in too much activity on linked in some. But however it is you’re connected. Oh, the inbox. If you’re getting the insider alerts, thank you for that. Every Thursday. Getting those. Thank you. However, it is your with non profit radio supporting non profit radio. I thank you very much. And that is Tony’s Take two. Let’s continue with Peter Shankman and Zombie loyalists.

[00:29:33.82] spk_4:
Peter, you have a golden rule of social media that that a good number of customers like to share and people are gonna keep doing

[00:30:18.21] spk_0:
it. People will always share. Um, 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 my stuff, I could meet. I mean anything from, like, a bad experience, too, that content people not only won’t share that, but we go out of their way to tell people how terrible you are. Yeah, um, you know, how many times have you seen companies fail horribly? Uh, you know, after major disasters when companies were tweeting, um, you know, completely unrelated things after after random school shooting? No, it was after the shooting at the theater in Aurora, Colorado. The Dark knight, the tweets.

[00:30:19.13] spk_6:
Hey, shooter’s, what’s your plans for this

[00:31:12.47] spk_0:
weekend? You know, and I’m just going, really, you know, But of course, the thing was, the thing was retweeted millions of times, you know, with a sort of shame on the way. So wait, We’re 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 when you make everyone else miserable. Um, it’s funny, you mentioned, Ah, generosity. Siri’s the one of my favorite stories, which goes to sort of a bigger picture of culture and 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 on Dhe, 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 that. And, ah, so I go to Central Park and it’s super early in the morning cause I usually have meetings and I don’t run fast. I run like I really don’t run fast, but But as I’m running,

[00:31:16.56] spk_4:
but let’s give you the credit that you have done a bunch of iron Man,

[00:33:02.26] spk_0:
I have try. 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. I fall better than anyone, but so I’m running through Central Park. Last year it was February, February of 13 and 14 of this year. And, um, it was around 4 45 in the morning because I had a Canadian meeting and have you 10 miles. So four foot of the morning running about, but hopping around 1979 88th Street on the east side in the park and a cop pulls me over. And what you doing? Look at him. You know, I’m wearing black spandex. I have had it’s five degrees. I don’t want you playing checkers, you know, like I’m running and it’s like, Okay, can you stop running? I’m like, OK, does that give the park’s closed? No, it’s not. Look, I’m in it. Look around. There are other people who know part doesn’t open this exam like he’s ago. Would you have any idea? And you’re like, No, I’m running because what you name, I’m like, seriously, I’m writing you a summit. I’m like you ready? Made some. It’s for exercising. I just want to clarify that you’re writing. And sure enough, the guy 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. The curfew is to keep people out after 2 a.m. It’s not to prevent them going in early to exercise, to be healthy. I’m like, I’m not carrying a six pack. I’m not drinking a big gulp. I’m not smoking. I mean, I’m doing something healthy, and you’re writing me a summons for it. Um, I said I’m gonna have a field day with this. I said I have some fathers. This will be a lot of fun. I’m not. You know, you’re just doing your job Serve even though you have the discretion not to. But Okay, so I go back home, take a picture of me, take it, e mail it to a friend of mine in New York Post front page New York Post next day. No running from this ticket. York Times covered it. Runner’s world covered. I mean, I went everywhere. Gawker covered it, you know? And my

[00:33:06.66] spk_6:
whole thing was

[00:33:10.15] spk_0:
just like, Dude, you have discretion. Look, at me. You know, I’m not.

[00:33:10.85] spk_6:
I’m not even going super fast, for God’s sake.

[00:33:13.39] spk_0:
I’m just just trying to exercise here, you know? And

[00:33:16.08] spk_6:
of course, I went

[00:33:16.47] spk_0:
to court, and I beat it. But how

[00:33:18.25] spk_6:
much money

[00:33:21.19] spk_0:
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.

[00:33:28.71] spk_4:
And again, small shops. So much easier to do. Yep. Flatline flat organizations.

[00:33:58.10] spk_0:
I worked with a nonprofit animal rescue non profit. A friend of mine was a skydiver and shut him out. I can’t, but But there’s a friend of mine, Scott, ever. And she was killed in a base jump several years ago, and her husband asked to donate her memory to this non profit. So I set him a check, and about three months later, I get a coffee table book of mail and I was living by myself. The time I didn’t own a coffee table. It was, you know, more money to spend on my flat screen. And I remember I call I look at this coffee table guy throw I throw in the corner. I look at it over next couple days. It pisses me off on how much How much of my donation did it cost to print? Melon produced this book to me, and so I called them up. Well, sure. We believe most of our donors are older, and I prefer to get a print version as opposed to, like digital. You know where they throw it away, Like you don’t traditionally, but Okay, um, I’m like, So So you’ve asked your you’ve done surveys in. You’ve asked, You

[00:34:23.15] spk_6:
know, we just assume the

[00:35:03.43] spk_0:
most number older. I’m like, Okay, I open my mouth lineup joining the board and 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. Um uh flicker account, YouTube, everything. PS the following year for that, donations went up 37% in one year in that economies, right ran away tonight. Donations went up 37% in one year, and they saved over $500,000 in printing mammalian reproduction. Imagine going to your boss, boss. Revenues up 37%. And we saved 1/2 $1,000,000 in Boston about your 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

[00:35:09.51] spk_4:
want. We have tons of tools for segment.

[00:35:11.34] spk_0:
Oh, my God.

[00:35:11.93] spk_4:
You gotta listen to what segment you want. People want to be.

[00:35:31.37] spk_0:
You know, someone someone asked me today. You know what? What’s the best way? I knew nothing about their company. What’s the best social media outlet for me to be on? Should be on Twitter ship 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. I understand that’s not a real question. Look, 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. The Midwest come and go. I love the name K u M and G O. And there, Tad,

[00:35:47.60] spk_4:
you can read more about

[00:35:48.35] spk_0:
the tagline is always something extra. I

[00:35:51.22] spk_6:
mean, come on, the jokes just

[00:35:52.39] spk_0:
right sells for God’s sake. But

[00:35:54.88] spk_6:
then I’ll take themselves too seriously, that ghost knowing the name of

[00:36:06.27] spk_0:
the company gas station. And I remember there in Iowa and I went to visit a friend and I went I was like, You’ve got to get a photo of you in front of coming goes And the

[00:36:08.77] spk_6:
beauty of this is that some of their employees

[00:36:09.59] spk_0:
actually look at their customers when they’re on their phones. In the stores

[00:36:13.27] spk_6:
go. You know what you use Twitter or Facebook?

[00:36:15.25] spk_0:
And they say,

[00:36:19.93] spk_6:
Oh, you and the record that information and they know it. Customers will give you so much info if you just ask them, because then they feel

[00:36:42.42] spk_0:
invested. They feel invest in your company. They feel like they that you took the time to listen to their non profit requests or their their their questions. And they feel like they’re radio for Harrow. Every month we have a one question Harrow survey, you know, heroin question survey, and it would get like 1000 people respond. I’d spend the entire weekend emailing Everyone responded, thanking them personally and took my entire weekend. But it was great because I would wind up happening. Is that you know, if we took their advice and launch it on Monday with the new thing?

[00:36:45.69] spk_6:
Oh, my God. How did this They took my advice?

[00:36:48.15] spk_0:
Yeah, was your advice to 800 other people Advice. But we

[00:36:51.82] spk_6:
took it and it just

[00:36:52.67] spk_0:
It just made them so much more loyal. And they tell hundreds and hundreds and hundreds of people we get in. There were days. I got three days where I was in Temple one morning, the Garment Center synagogue and my phone. I feel like phone getting really hot in my pocket, which is not normal. And I start hurting. I look at it. It almost fired. It had frozen because we were mentioned in Seth Gordon’s morning blogged, and at that time, I was getting emails. Every time we get a new subscriber and the phone actually frozen and was locked and and was like overheating, I t at the battery and reset the entire phone because we’ve got so many new 14,000 subscribers in, like, three hours.

[00:37:26.40] spk_4:
I’ve seen some scene you say. Excuse me? You say that customer service is the new advertising, marketing and PR. Yeah, it

[00:37:59.32] spk_0:
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 now. Imagine a lava lamp. A lava lamp has water, oil and a heat source. Right. Heat source heats the oil. The oil flows with water. It makes pretty colors. I’ve heard it looks really good when you’re high. Now I’ve heard. Now imagine if crystals imagine if you’re, uh, everyone you meet in your network, okay? Is a drop of oil. The water is your network. And

[00:38:00.84] spk_6:
what is your world? Everyone you meet in your

[00:38:19.92] spk_0:
network from from the guy you’re sitting doing the radio interview with to the guy who serves you ice creams, local deli to the guy who does your dry cleaning to your girlfriend to your wife to not same time to your kids. 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

[00:38:26.85] spk_4:
from a kid. I was in high school, his post with the same weight as like my current girlfriend, which is ridiculous. I don’t need to know about everything.

[00:38:55.92] spk_0:
My friend from junior high school’s doing even talking kid In 15 years, Facebook’s getting a lot smarter as Google. Now I see the people I communicate with the most okay, and if I if I reach out and connect 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. That heat source at the bottom that’s rising. Raising or lowering those drops of oil is relevance. So imagine the heat sources relevance. And the more I interact with someone, the more the higher they go

[00:38:56.87] spk_4:
in my network in the more I see of them, the more trust level

[00:38:58.84] spk_0:
there is. When I’m at a bar and I meet someone in a restaurant or conference, I meet someone. I don’t need

[00:39:05.32] spk_4:
to connect them. I don’t need to go on Facebook. Friend request

[00:39:08.37] spk_6:
that, you know, awkward

[00:39:09.04] spk_0:
friend requesting is when you stop to think that last

[00:39:10.41] spk_6:
time my

[00:39:10.56] spk_0:
friend requested some of the real world was second grade. Will you be my friend? My daughter’s doing that because, you know, it’s like

[00:39:15.91] spk_6:
cat Will you be my

[00:39:16.85] spk_0:
friend? Kind of. The captain will be here,

[00:39:20.10] spk_6:
but you know, it’s this awkward thing. Who the hell friend Request someone. If I hang out with

[00:40:09.71] spk_0:
you the bar and we connect again and we talk and we go out of dinner and we’re having a good time. We’re 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, whatever 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 in the more I will see information about you, the less I will have Thio search for you. But if you do something stupid or we’re no longer friends Yeah, you’re gonna fade. I don’t unfriend. You just disappear. Unfriending is also awkward. I dated a woman. We broke up. It was nine months after we broke up. Neither of us want friend, the other one, because it’s just awkward. I woke up in front of me, but you know the concept of not having to do that of just, you know? Okay, I haven’t talked in a while. I don’t see

[00:40:25.45] spk_4:
your post anymore. It’s the real world. And if you’re not feeding zombie loyalists, they can start to defect. No question about it. I want to spend a little time on. If you’re not talking to them, giving them what they want,

[00:40:27.55] spk_0:
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 of the restaurant every week for three years and then

[00:40:37.25] spk_6:
all of a sudden overtime,

[00:40:37.67] spk_4:
I’m noticing less unless that restaurant’s doing less and less

[00:40:49.65] spk_0:
to ah, take care of me, you know, and maybe management’s 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. You know, Peter, because if I tweet something Wow, I can’t believe I have to wait 40 minutes for a table that didn’t used to be like that. If if someone else is smart restaurant, they’re following me, and they’re gonna great. You

[00:40:57.17] spk_6:
know, if there’s no Wait, no, wait over here. Why don’t you come to black storms

[00:40:59.58] spk_4:
will give you a free

[00:41:04.21] spk_0:
drink, you know, you know, and that right there, that’s first sign of infection. And I might become infected by another by another company becomes on the little us

[00:41:34.71] spk_4:
for them. And so 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 following your customer’s understanding when they’re not happy on fixing the situation before it escalates, you can contain a small outbreak, a small outbreaks, well, viral outbreak. You can contain that by getting the right people finding out what the problem is getting into one room, fixing their problem, healing them. You have a good united story right back When was Continental?

[00:41:51.51] spk_0:
I was, Ah, frequent flier and booked a trip to Paris on Dhe was very angry because they charged me $400 looking for you. I remember what it was. And, uh, I call the CEO. I just just for the hell of it. I’m like, I’m

[00:41:54.09] spk_6:
gonna I wrote a letter and email before Social, right? Ryan e mailed the CEO like this. Ridiculous. I’m free,

[00:42:33.06] spk_0:
like, 30 minutes on my phone rings. Hello, Peter, Please hold for Larry Kellman, CEO of Coming little. And I’m like, Oh, crap, you know, and get on the phone. He’s like, Peter, I did. Miss Jackman radio started these fees of their new um, we sent that note. I’m getting it and see it. We’re gonna wave them for you, But you have any more problems, you know, feel free to call me and I end up the phones the next 40 minutes, sort of staring at it like holy crab Larry killed on the CEO of United Airlines just called me and, uh, 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. On Dhe. They continue to treat me with respect and do great things, and they’re

[00:42:40.40] spk_6:
they’re improving. They were

[00:42:41.25] spk_0:
getting a lot of crap over the past several years, and there really are starting to approve. It’s nice to see

[00:42:45.01] spk_4:
and not only, of course, your own loyalty, but you’re

[00:42:47.19] spk_0:
my God. I

[00:42:47.98] spk_4:
was only loyalist for them and how many times how much it’s unquantifiable

[00:42:52.59] spk_0:
attract so many friends to united. I’ve made so many friends. I mean, my father, you know, he only flashing at it now, which means he only drag. He dragged my mom on the Internet and I only drink my wife. You know, there’s a lot of lot of work that way.

[00:43:10.40] spk_4:
We gotta go away for a couple of minutes when we come back. Of course, Peter and I are gonna keep talking about his book comes out in January. Zombie Loyalists,

[00:43:37.94] spk_3:
Time for our last break. Ever wonder why some nonprofits are always mentioned in the news? It’s because they work to build relationships with journalists who matter to them, turn to Communications can help do that for you. They are former journalists. They specialize in helping nonprofits build meaningful media relationships that lead to great coverage. They’re a turn hyphen to dot CEO. We’ve got butt loads. More time for zombie loyalists.

[00:43:44.04] spk_4:
You have some examples of zombie loyalist leaving and mass like dominoes. Netflix. They’re both They’re both in the book. So if so one leaving if you know you’re gonna start the cure One leaving?

[00:44:13.48] spk_0:
Yeah. And that’s the thing. You know, the little expand beauty, the Internet with the hashtag, everything like that. It doesn’t take a long time for those things. Just blow up in your face. And you know, the other day everyone’s a Twitter is responsible for us losing another non you’re responsible for using, you know, 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 l Social media is really hurting. I know you’re hurting yourself. The only difference is that social media makes it easier for the world to know.

[00:44:29.12] spk_4:
Yeah, they’re just telling the story. Dominoes and Netflix are good example because they they bounce back. They took responsibility and

[00:45:01.77] spk_0:
they both owned the dominoes, came out and said, You know what? You’re right. Our pizza and 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 may or may not even have ordered them around 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 oversea. No traveling somewhere. I’ll be in Sheboygan or whatever. And you know what? Do you get it 11. 30 at night when you’re flights, Lady land Dhamma? Um, which reminds me I should probably flip side. Look at someone like Netflix. They also were screwed up. You know, they were losing that. Tried to switch between the two. They came up with a new name and it was so gross and public. Oh, man. Again, you’re watching the same thing happen with uber right now. Seems to be really interesting to see if they’re able to repair themselves.

[00:45:16.67] spk_4:
Listening is important, but both those both those two examples, they listen to their customers.

[00:45:21.49] spk_6:
Think there’s a

[00:45:46.06] spk_0:
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. Listen, actually follow up. Yeah, it’s one thing to listen. You know, I used to having my wife. I could sit there and listen to her for hours, you know? But I don’t actually say anything back. She’s just 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 respond. And look, I think it’s that further Twitter so great, because someone was complaining on Twitter and we went online. We we saw

[00:45:49.60] spk_6:
the complaint that we fixed their problem and gazes. How about if the

[00:46:17.14] spk_0:
problem don’t exist in the first place? You know, because the great thing about Twitter is that you have people complain on Twitter. The bad thing about it is there, 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, huh? I used to rent from Hertz religiously. Um, and then I went to Ah, Phoenix Sky Harbor Airport has passed April. And I gave it, was giving a speech and go, Oh, my name is supposed be on the board, you know, second car, and it

[00:46:21.72] spk_6:
wasn’t Okay.

[00:46:22.52] spk_0:
What happened? I got upstairs. I wait 40 minutes on the VP line. Um, after 40 minutes, they finally said, you know, there’s Ah, uh, only one guy here. A lot of people might have. Better chance we go to the regular line, okay. Probably told us that a little earlier. The regular and spend 45 minutes wait in the regular line. It’s now been.

[00:46:39.15] spk_4:
Are you tweeting while this is happening?

[00:47:15.85] spk_0:
Well, I didn’t know I was actually not only tweeting I had enough time to create a mean that should give you some idea of how long I was online with myself. I mean, I get it to the counter, how I can help you. Yeah, I was downstairs. The VP doesn’t tony. Oh, you’ll be a preservation room upstairs. Yeah. Okay. Let’s let’s put a pin in that. They just sent me up here, like right? They have to help you. Well, it’s not really They you guys for the same company. I mean, I could see the reservation on the screen. You you can help me. Sorry, sir. I can’t help. You have to be happy 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 coming through in the same place. Yeah. So I walked 50 feet.

[00:47:18.81] spk_4:
It’s a bus. Takes you to the big the big A civilian. Where? The role. Next week

[00:49:14.67] spk_0:
I walked 50 feet from the cesspool of filth in depravity That was hurts to the wonderful Zen Garden of Tranquility that was Avis. And in four minutes, I had a nicer, cheaper, more nicer, less expensive car given to a woman named Phyllis, who was 66 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, adds another refugee from Hertz and I said This happens a lot. They’re like, Yeah, I’m like, Wow, you think they have done something about it? And so on the way out in Avis, I thank them. I walked past hers. I shoot the casino, sort of. Look at the look of the beast. I get my Avis carnage at my hotel. I want to go to a hotel. I write a wonderful block post about my experience called Peter and hurts. And terrible. Horrible. No book could really bad customer experience. Do you have a kid? You find rewriting titles about your blood Post that you have to do with kids books. I do not like hurts, Sam. I am. And and, uh, I included in this block post the five things I’d rather do than ever, uh, rent from Hertz again. I think number three was It was Ah, ride a razor blade bust through a lemon juice waterfall. Um, with just, you know, and it’s a But of course, the next day hurts reaches out to me. J. Manuel is the head of North American customer service. That’s all you’re But I’m like, you know, we’d love to have up Nick. No, Like you’re not gonna fix the problem. Number 17 Avis car. I’m never going back to her. Number two through 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 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 ah, I am now just this ridiculously huge, loyal fan of Davis and always will be.

[00:49:23.79] spk_6:
You have a pretty

[00:49:28.14] spk_4:
touching story. But when you worked in a yogurt shop, you’re really young way. Have a couple minutes, tell it, tell it could stay.

[00:49:38.48] spk_0:
That was in the east side. Which again is yet another reason why I live in 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 yogurt the country’s I C B I. Why was a poor I

[00:49:49.81] spk_6:
can’t believe that you can Blame is

[00:49:58.44] spk_0:
not your yogurt with a poor attempt to capitalize on his TV. But I’m working at this store and I go every day and make the offer to clean the floors. I do.

[00:50:00.19] spk_6:
You know, a

[00:50:19.94] spk_0:
typical high school job. And, uh, it was during this summer and houses of people walking by It was like Second Avenue or something. And there were these brass poles that hung from, you know, there was awning, right? It’s only that there were 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

[00:50:20.09] spk_6:
I found I found some brass

[00:50:21.29] spk_0:
polish in the back, all right, but in the back and went after anyone outside, and I’m positive polishing the polls. My logic was, if the polls are shiny and people saw them. Maybe they come into the store. Maybe they’d wanna, you know, buy more screenplays and the manager came out.

[00:50:33.99] spk_6:
What the hell are you

[00:50:35.48] spk_0:
doing? I told him what I thought.

[00:50:36.78] spk_6:
I’d hate to think. Get inside.

[00:50:38.56] spk_0:
You know, there’s no customers in there. 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, t own a franchise, bring 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 posting That might bring in more customers. What the hell And you know,

[00:51:01.06] spk_4:
But you’re not paid to think

[00:51:11.06] spk_0:
you’re not paid to think my favorite line. Yeah, um, 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. Here.

[00:51:22.03] spk_4:
We got to wrap up. Tell me what you love about the work you do.

[00:51:57.46] spk_0:
I get paid to talk. I mean, my God, that’s 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 haven’t come back to me. Um, I run a series of masterminds called shank Mines Business masterminds shank minds dot com their daylong seminars around the country. And I had someone come to meet, 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 said gorgeous bottle of tequila can’t even thank you enough. Oh, my God. Being able to help people, you know, at the end of the day where I have 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 just little bit more. You know, there really isn’t a need to be, as do she is, as we are as a society, we could probably all be a little nicer to each other, and you’d be surprised. A little help.

[00:52:15.83] spk_4:
The book is Zombie Loyalists, published by Pal Grave. McMillan comes out in January. You’ll find Peter at Shenkman dot com and on Twitter at Peter Shankman. Peter, Thank you so much. Pleasure

[00:52:27.05] spk_0:
was mine. Thank you.

[00:52:30.74] spk_3:
Next week I’m working on it. Trust me. If you missed any part of today’s show, I beseech you, find it on tony-martignetti dot com were sponsored by wegner-C.P.As guiding you beyond the numbers. Wegner-C.P.As dot com by Cougar Math and software The Nolly Fund Is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant. Montaigne for a free 60 day trial and by turned to communications, PR and content for nonprofits, your story is their mission. Turn hyphen to dot CEO

[00:53:13.54] spk_2:
creative producers Claire Meyerhoff. Sam Liebowitz is the line producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein be with me next week for non profit radio Big non profit ideas for the other 95% go out and be great