How to Grow Your Agency Through Socially Responsible Marketing

diversity equals Revenue that's been something  I've been trying to push and and why because you're bringing a collection of of different  individuals to the table that inclusion that inclusivity and they're looking at the same  thing from all these different angles which means probability hey y'all I am so excited to be joined  by friend and Brilliant marketer Troy Sandage if you don't know Troy he is an award-winning growth  marketing strategist known as the strategy hacker who is a 5x agency

Builder a 3X startup founder a  4X CMO a 2X coo and if that's not enough he's also a board advisor with with over 15 years experience  focusing on strategic growth advisory marketing Ops growth Ops and most importantly diversity Le  experiential marketing which we're going to be talking about today Troy welcome to the show I'm  here thank you for having me let's get her energy up all the way we should have like an impromptu  dance party so backstory Troy and I have known each other for a while o

nline but I finally got  to meet you in person finally last year at inbound and you were in N MC for the inbound the whole  inbound event and you were I mean on fire you were amazing thank you thank you and then I got to  see you right after I was like oh my gosh this is like Christmas came early that's right it was like  ages of change ages of change you walked in I was like Troy what are you doing here oh my goodness  so let's get this conversation started and I want to know what made you do t

his crazy thing and  what made you do it so many times like why are you going this crazy route of agency ownership oh  my goodness I think you discover really quickly if you are built for this life or you're not and I  am a person who just channels great energy who has endless visions of ideas and to be frank with  you I like the flexibility I don't want to do one thing I like to do a multitude of things now  sometimes sometimes I may take on more than I can chew but most times when I'm in my el

ement in my  zone and in my zone of Genius it's just like a a simp I'm just able to flow and just make it all  work in Harmony and I found agency life though there are it challenges in pros and cons as we  all know um I had the right space thankfully uh my partner is just so supportive and just understands  there's that season of like deep work and Seasons where I'm chill it's kind of like you're an  athlete and so I think people who are agency owners or part of the agency you are a digital  ath

lete you know you go through these these spr of like I'm trying to get the championship and  then it's the off seon you know and so I think from that perspective when you have the right  space and environment to cultivate a positive way to lead an agency or build an agency or grow  an agency it's going to be monumented and great for you ah can I just say I I was just talking  about how I say I love that too much on this show but man do I love that analogy it is so good we're  ask athletes we're

athletes and it takes so much mental and physical um conditioning to do what we  do so good I love it I don't care I love it um so what kind of clients are you serving now tell us  a little bit about the business so the business I feel like they say three times the third times  a charm I'm on my fifth or sixth it depends on the day um that does include agencies I built on  the side I find now my stick has always been my pillar has always been marketing because I've done  that for the longest I'v

e done it in B2B space for the longest and eventually over time I elevated  to strategy specifically in growth and revenue generating activities and then on top of that it's  now like this pyramid of stacking getting very specific of how do I do this in a more Equitable  way how do I make sure it's more inclusive how do I make sure that not only the manner which  I Market the language that I use the messaging that I incorporate the imagery the perception I'm  pursuing and displaying on website a

nd inbound and outbound experiences um is it in a way that is  intentional and acceptable for who I'm trying to impact the most and it's almost like you're  taking something already great and you're adding a very specific filter for it to be received by  more people creating more opportunities and so now I've kind of uh with my partner Christina K  we're launching season 3 Media or s3m for short and we're trying to do this where deib is our  nucleus and we're looking at how do we engage with our

Tech stack how do we inte integrate our  operation systems how do we Market how do we sell it's not just about oh we're hitting our margins  for q1 we're hitting our numbers but do we do it in a way that made us feel good and that might  be a weird thing for agency owners and executive leaders to like be in a a round table and be  like we had our goals for this quarter but do you feel good do they feel great doing it that  way it's like you have a team and you have a winning season but were we

happy was it a was the  journey fun and I find where the journey is fun and your fans are happy and everyone's happy you  might not have won the championship that year but y'all we had a good time we had a good time man  why can't agencies be more fun unless you didn't hit your goals and it's stress induced and you  never have a life I I get tired of that so I'm trying to challenge the the mo on that and let's  see if we can make an agency more Equitable and receiving and the last thing I'll say

at this  moment um when you think of agencies that are most successful you know to like the broader sense  of audience and maybe not the most micro of Niche you don't see a lot of color no to this day you  still don't see a lot of women leaders women in the boardrooms underrepresented communities taking  on clientele and here's the thing underrepresented communities uh bipo represents $3.7 trillion do in  buying power what if I told you that if you just would include more inclusion in how you M

arket  you're naturally going to increase by 26% over the next two years simply by opening the gate  for most people to consider H I can see myself in this marketing campaign I want to choose my  buying dollars about that and I kind of got to get ahead of myself and we'll talk more about  this later but just want to tease it out there but just sit and marinate on the possibility it's  not so much what you're doing wrong it's what can we do to be better and that should be the goal of  every ncy i

t's so good it's like Spider-Man when it's like you decide to use your powers what is it  with great power comes great responsibility and I feel like a lot of agency owners are focused on  maintaining and grabbing that great power and so few are focused on the responsibility that comes  along with this these platforms that we have and this is what you're saying right like let's be  powerful but then let's use that power for good to lift in my opinion everybody up like everybody  has a place righ

t yes so okay in the pre-chat we talked about your conscious growth Pathways so I  want to talk about that more here because I find it really interesting so explain to the audience  what conscious growth pathways are and how they differ from traditional marketing models sure  sure so uh it's very funny um coming up with this concept CU you know you look at all the tried  and true um Agy and everyone who they quote back in the day of like how do I incorporate sales  and I always start with the ba

sics so if you're marketing 101 you learn about the five PS and  that's that's product that's people that's Place promotion and price standard marketing procedure  right then you might elevate a little bit you might do more Community you might get into the  weeds a little bit and you come to the seven C's of marking which is uh content context customer  convenience cohesion well two more conversion and Community yeah so you have those seven all  right cool and we're building stay with me we're b

uilding this little pyramid now if you stop there  where most people do they're not they're missing the one element that those who are struggling  with G4 those who trying to do all the millions of data analytics you're missing element H is the  human element you're missing the human component in all of this and no matter how well you are your  5ps your 7 C's if you don't incorporate or account for the human element in how you grow it will not  matter so I'm looking at flywheels I'm looking at p

hases I'm looking at stages I'm looking at all  these different things that people just rat off and it's kind of like go back to when you're 5  years old and you're like why I don't know we always doing his way why oh cuz someone I saw  from a conference called it why because this person who's been in marketing for 25 years said  this is the way to go it's not saying it's not still relevant right but why it's not that it's  not still relevant but is it applicable to where you're trying to go tod

ay and as we're having  more Generations into the workforce with buying power who don't know these old heads from 30 years  ago that we all quoting worship and put them on some pedestal somewhere yeah how do we reach them  and so so conscious growth Pathways is all about meeting people really Brands your community  whatever at this intersection of experience entertainment education and empowerment to drive  posable outcomes and impact and this is built on inclusion in Equitable ways now why do I

add all  of that together it's one thing to make money it's another thing to make money that impacts more it  has a ripple effect is not contain just one thing has this ripple effect that not only sustains you  and makes you more relevant but you're actually getting credit for the additional blossoms of  things that your your product your service your offering is doing at scale and I think that is so  critical important where now more buyers more than ever 93% of buyers if you don't align with

if your  purpose and your mission does not align with me as a human I will go an hour away to choose another  brand versus you you could be a legacy brand who cares every year we find out a new Legacy brand  is becoming bankrupt or more and more irrelevant because they haven't adapted to the times and made  the themselves more relevant for human consumption and so with conscious growth Pathways again I'm  going to go through this one more time we got the 5 PS product price people place and promo

tion  we have the seven C's customer content context convenience Community cohesion and conversion  and then on top of that we have our four e engagement exclusivity experience and emotion  not sure what does that matter engaging with people making something exclusive because we're  going from We're burnt out of social media we're burnt out with zoom I want to go to an exclusive  private Community where I can be free where I can feel safe this also ties into where dib the being  belongingness I

want to feel accepted I don't feel like I belong and if your agency if what you're  offering doesn't connect and create a pathway for me to be happier on what I want to do I don't want  to do business with you so agency owners we are in the human business and our purpose is to make sure  that our our offering our MVP belongs in our ICP and if our ICP doesn't believe we belong we ain't  getting that bread we ain't getting that money it's uhoh oh what's happening out here and so it's  focusing on

that human element just a little bit more can I say something though like this is  why some of those leg Legacy Brands roll up and look like the mummy you know because they're  not including this stuff in what they do and two things to your point I've been the chairwoman of  best buddies New Jersey for four years now and we work in um inclusion we're working with  special needs um people um which obviously is Multicultural but to the niche down part it's  like hey just because somebody has speci

al needs doesn't mean they won't be an amazing person in  your Workforce right but number two and by the way just being a part of that Association using my  power for good and this is something I do on the side has led to more business and I got into some  of the companies that I got into they already had the agency of record or whoever it was but it was  that connection that we made over the inclusion piece that got me in the door right and secondly  this is just a question that popped up in my

head as you were talking so inbound has black at  inbound which I thought was fascinating last year was my first year attending and they had a whole  uh Meetup area and it was so cool can you just can you just talk about that a little bit because  I also think you know many of us attend marketing events we put on marketing events that was such  a cool thing and I don't know how long they've been doing it again this was my first year seeing  it but it was just such a cool thing like can you just

speak on it a tiny bit for those people who  are listening or watching sure I want to give a shout out to Devin who launched it and Shauna and  the team who is slaying it um black and inbound was a concept and it grew from a community group  literally people of color attending and bound and experiencing that and why does this even matter  and and I appreciate you for asking the question the first thing is consider that when you go to  a conference do you ever think H how many people look like m

e how many people will understand my  pathway my journey to grow my agency if you're a bipac or aapi or underrepresented agency Le uh  Community or organization you know or maybe you're not of that effort but have you ever considered  hm I don't see enough of this I don't experience enough of that too much sameness yeah exactly and  this isn't to put anything down it's simply how do we do it better and again conscious when you are  made aware when you're a conscious you now can create new growth

Pathways and a pathway all is  like a node it GES you from one side to the other so black and inbound was an activation they did it  the last two years where they now have their full activation space and so this was the second year  and we're talking about 2023 for those who are dating or whatever of this activation space and  they've always had it now toward kind of the front or they've expanded it now it's more toward the  middle but still toward the front end of inbound experience and it's a

wonderful thing because when  you again when we think of the human element we don't think we come to the conference look at our  top speakers look at all things we're offering but if it doesn't resonate if it doesn't connect if it  doesn't say the same thing it doesn't matter and so black and inbound created this space where if  you just learned a lot today you need to like sit down and I'm going to be real with you and release  the code switch and just talk like a person I know black people bl

ack folk y'all know what it is I  know there's a whole women in TX when you get to that area with you with your girls your homeboys  your friends and you can just release maybe your tone goes lower maybe your tone goes higher maybe  you go flat I use the f word a lot more mhm hey you know whatever whatever's needed to get through  the day that's kind of what happened at black and inbound but also now that you have the safe space  where you feel you don't have to not feel judged or whatever let's

talk business let's talk how  to help each other yes and expand on that because we have to consider when you put stuff on your  website did you consider the the the understanding level of how they would read that it may be very  clear what you're selling to you of course it is marketing 101 it may not be clear to those who  are consum consuming it yeah yeah is that ele that elevated thinking of speaking right for sure well  and what you just said too it's like the belonging piece like once you

see that you belong and you  you like as you said with blacket inbound then you started talking business yeah the the whole idea  of creating that safe space Spurs more business which is exactly what your new agency is helping  people do like hello wake up open your eyes I can help you do better things and get more money  so let's talk about okay let's say there are people who are listening or watching right now and  they're like oh my gosh they're realizing right and and I'll be frank I had to

realize this myself  a few years ago like we needed more representation on our team and I made a concerted effort to hire  uh people who weren't like me and so if if people are kind of coming to that realization right now  how would you tell them that they can effectively include Dei principles into their agency or into  their marketing strategies so if you don't know me I am a person who leads with a lot of pneumonics  and acronyms there's a reason for that I'm neurod Divergent and I'm also exp

ressing in a way where  people can remember and anchor something and I'm very conscious of that and consider of that  and so when you're consuming you're like oh I need to bring more awareness and the first thing I  always say is look at your cup Your Capacity your utility and your performance I think and and I'm  there's a reason I'm gonna say this let's go back for a quick second and I remember what happened  with George Floy and after that experience I had the most requests in my entire life

to speak now  I've always kept my private life separate from my public articulation has always been strategy  in marketing but I realized as a human I can't separate one from the other I need both and  so then I was able to express myself and get rooted and grounded so I had to assess what  is my capacity to make this change or adapt something and for those who are trying to embrace  di better sometimes you can't do everything don't set your goals too high just small incremental  changes trust m

e the communities will notice they will embrace it and they will appreciate it  not everybody can just say we're going to create a grant and 10% of all of our agency funds is  going to go to nonprofit and dib initiatives for inner city kids and uh all it not everyone can  do things like that Know Your Capacity and then understand your utility now what is the utility  the the mutual benefit of doing this this and can we sustain this utility and then lastly their  performance how are you going to

measure your efforts to make sure you're doing the right things  in the right way that's received because sometimes people can get it wrong a prime example people  who posted a lot of the black squares because it was trending but didn't take the minute to be  conscious and aware what were they actually saying yeah what's wrong I did the effort I supported  it M are you listening yeah are you listening you you did but it's the wrong performance and  didn't we're looking at the the the shares and

the followers and numbers but that's the wrong  performance because it's the wrong measurements when you dealing with di you're dealing with  humans not ones and zeros you're dealing with emotions not analytics yeah and that causes us to  not be just so data focused let's take a breath and maybe that's doing surveys having workshops  having conversations with collaboration we're not about competition we're collaborating maybe  even bring in a dib specialist to help look at it from a different an

gle or lens yeah this  is you know I'm sure for some people this might be an uncomfortable conversation so good thing  it's on this podcast because you can listen or watch in the privacy of your own home and be as  uncomfortable as you like and not have to worry about you know being embarrassed but this is why  I want to talk about it right like we're here to talk about the uncomfortable things we're not here  to stuff you full of rainbows and unicorns right so to that point you know and I want

to get your  thoughts on this we you know a few years ago after GE George Floyd we had a few clients say oh we  want to you know post um about black lives matter wonderful great totally support you what internal  initiatives are happening you know to support this community oh nothing we just want to post about  it to show that we're you know in solidarity and we advised all of these clients not to do  that right because if they didn't have actions to back up those words it would be meaningless 

and it could actually turn around on them some of them listened and some of them didn't and the  ones who didn't listen got the backlash they got in trouble people said I just went to your website  and I didn't see one black person on the team page or or I went to your website and I didn't see any  initiatives that support the black community so can you just I mean can we just have an open  conversation about posting to post and and and actually posting in solidarity but also backing  it up yes

I actually made a frame for this which was in my book uh strategies up and was called  pass and it's um you present you're not telling you're not demanding you're not declaring I am  presenting information and then I am going to ask questions and then I'm going to share and  I'm going to sway so let's let's walk through this in your social media and you're trying  to do this thing when you're presenting you're not declaring a certain game in a fight you're  presenting information for those to ma

ybe have a conversation but the better way on top of that on  the social thing ask questions that is the safest thing to do on social media and probably in most  situations when you are not equipped and you don't have the capacity utility and you don't know how  to measure performance to do something your cup is not full ask questions ask on social media what  are your thoughts how can we be better I'm just giving y'all gems the easiest breadcrumbs ever and  then even better share from an expert

who knows share sh from a brain who already got it together  you don't got to say nothing you sharing says two things I'm aware I'm conscious of this thing I'm  also aware I'm not equipped to go into the depths of this thing but this individual does and I'm  presenting you to my network to my community and now they are going to present this also protects  you because even in a community as diverse as you may see there's other things that we may not want  to accept but it's there but if you're s

haring it you're articulating this indiv I'm not saying  there not anything there but then the last thing this is where the last thing comes in handy you  gotta sway sometimes when you get too aggressive and you try to make change too quickly as many  Brands as we know have done with logo changes and new directions and it don't it's a miss it ain't a  hit well I better sway I better do a little thing over there yeah so that's something to consider  when you're applying to social media and just i

n general business um present ask share and sway  can I tell you something the the share nugget that you just dropped God that just changed my whole  internally you know we we're figuring out ways to support some of the things that we want to support  at black Liv is matter our pride um there's a lot of things I want to support um intellectuals  with ID right um so I had never thought about the share part I'm like how do we post something  you know to say like this is what we support but we don'

t necessarily have a program or whatever  God that's life-changing share from someone who does so that you can show hey we support Pride  we support this group whatever it may be um but it's not necessarily coming from us right but  we're still able to say hey people look this is important to me too ah so good um let's switch  gears for a minute and I want to talk about sales right because this is what leadership is always  stuck on the pipeline sales growth which you're an expert at so how does

all of what we've been  talking about transition to the sales pipeline right like how does opening your mind and heart  and soul and everything else into Dei translate to Dollars and cents well I always think from just  to get the ball rolling diversity equals Revenue that's been something I've been trying to push  and and why because you're bringing a collection of of different individuals to the table that  inclusion that inclusivity and they're looking at the same thing from all these differ

ent angles  which means probability you have a higher chance of succeeding simply because they can look at  it from all different angles the second thing is I always say now when I have cents and we get  started and they want to get I want to go from 5 Mr to like 3550 Mr and like this really crazy  time window and I'm like oh okay oh okay that's cool the first thing I always say um how is your  infrastructure if you were to get what you want today like boom Thanos snap positive way and the  mone

y just Rains Down could you handle that no I never thought about that yeah and I always  remember a good friend of mine always used to say you have to think about where you want to be  now to move in that direction because if you think about where you are you'll never get to where  you want to go and so I always say sustainability first scale second yes sustainability first  scale second now what does that mean a lot of these agencies a lot of these startups these we  I'm going I want to go in t

he hyperdrive growth mode I want to go 40% ARR I want to go go go go  go and their operations is stress the customer success team is like Jesus Take the Wheel the  sales team is overworked underpaid the commissions ain't adding up the everything is being stretched  to a point where chewing gum and dug tape can no longer suffice but we're still obsessively chasing  this abstract number because the manner in which you're doing it isn't sustainable so you achieve  it and then the whole thing breaks

like a whole bunch of Stack cards so when we're looking at it  now you have to be sustainable first and almost create the organization structure to scale with  you now that's hard to do especially if obviously agency life this is not for the faint of heart  those in sales for a high scale agency those in marketing who are like the Army doing 50 things  for one person ratio we G to talk about that we need to still talking about it crazy it is a lot  and it's very stressful and strenuous but when

you look at your numbers and you set your goal let's  say your 2024 is that net growth off of the same budget from 2023 is that net growth off of half  the budget we're trying to do for 20 24 what is our sustainability now where are we at how are we  operating yeah that's not the sexiest conversation to have when you're trying to grow a business but  if your house literally isn't in order you will not have the capacity to take the numbers and the  clients and the joyous Revenue that you will be

able to do come the end of the year and so I take  them on that Journey first to make sure that's in play and then let's talk about how we're going  to scale incrementally and intentionally over a timea that makes sense to the entire team and  not just one person who ain't checked on the person at the bottom in 10 weeks right I say that  I say a similar thing which is optimized before you scale but I love I love your approach um so  as far as like the the the culture of marketing and accepting

this whole de deib conversation  I feel like and again this is from my point of view so I want to get your point of view I feel  like I have seen slow but study growth that a lot more people are starting to look at their Cup  right and understand that there are ways in which they can fill it which will help them use their  power for good but also to help them grow to help them bring new audiences in the door so you know  with a real world lens from your side what are you seeing about the marketi

ng industry and how it is  or is not kind of moving in the direction I think it might be I hope it is I think you know right  now marketing has a very hard challenge I mean let's not um acknowledge that right now during  time of this recording there's plenty of layoffs happening and unfortunately comms and marketing  are typically the first people to go yeah when ironically comms and marketing are the bloodline  for people to even come aware that your business even exists but I digress conversat

ion for another  day but when we think of marketing and where it needs to go you know marketing and sales and the  dichotomy of we need to stop thinking like that there's a Harmony to marketing and sales that we  can find a United performance measure to scale and do what we need to do but even now with marketing  and how we're navigating um where you're now I'm I'm challenging who agency owners to consider Deb  integration um I like to think of it this when you want to add more to your cup anoth

er acronym  for those who can't see the visual component audience dictates Direction audience will always  dictate Direction at it so you trying to add a new service you're trying to add a new product  you're trying to add new people to a different departments at bonus to your website whatever  you're trying to add on the audience will dictate it the audience will tell you they have a demand  for it so if you're constantly actively listening you'll know what to add to your cup which always  guar

antees you have the capacity and utility and the proper performance measurements to do it and  so with marketing now we're adding I'm saying this future sense but we're present here we're adding  this di component this additional layer on top of what you're doing now it may not seem like  it's working well I'm breathing it's working I know it's there I know it's there I know it sounds  silly Troy you're being funny about I'm being real all you know all jokes aside I'm being real when  you're add

ing the dib component this ensures that your brand that your offering that your pathway  to the heart of the customer and deliverability of your clientele and everything in between cement  in their mind a deeper meaning as to why I choose your brand versus somebody else why I stay with  you during covid why I stay with you even though you just went up on your price again life is  hard out here in operations but I'm chewing seem to do that because you're connecting to me  deeper than just the P's

and L's yeah and I think when marketing can do that in a way now I'll  get to this point in two seconds but when Mark can do that in a certain way that means you're  operating way that I'm going to sustain this business regardless of what's happening in the  market because I'm able to navigate and connect to the human element of it if we're down and we need  more referrals because of how I've sewed these seeds from a DB perspective people will now help  me in my time of need to get more fs and

quicker to sustain my business because of the seeds I've  sewn in a way that is rooted in my heart now this sounds like mushy Wishy and I'm not trying to make  it like that but then the question I get from lot of Executives here okay Troy that sounds great  I've heard everything you said okay Bet um I got one question how in the universe do I measure that  yeah how do I measure that I love this question I absolutely love this question they think I'm G to  fluke and get scared and not know what t

o say next okay when was the last time you talked to your  best clients last beyond performance or measures every quarter that you have scheduled out to read  something whenever you ask them how they're doing how their business is doing how their clients  or how their product is selling beyond the numbers what do they feel when is the last time  you've had group conversations or conversations with people who did not Choose You O yeah I  always like to think and people who've known me from way ba

ck when my first thing was uh the  relationship status of babe buyers Advocates and elevators just because they didn't buy don't mean  they can't be an advocate and maybe they're not ready to be an advocate doesn't mean they can't  be an elevator so with these agencies and y'all want to cut people off because they ain't buying  right now right now right now off with you if I focus on element H just a little bit more and the  marketing is including in that sense of belonging I'm going to take eve

ryone I have a conversation  with as an agency owner and marketing and sales and put them in their appropriate buckets buyer  advocator elevator and how do I serve them it's not just a buyer's market it's not you're playing  too much of a risk in your portfolio at any moment is going to crash what if I diversify literally  my portfolio diversify how I engage with these people who are humans who ain't just if they not  paying I ain't playing no yeah yeah I want to know you I want to see how I can

still serve and help  you because those additional Pathways as we know stackup makes you stronger and more sustainable  and that helps you grow and so that's where I'm challenging that's where marketing needs to go  but marketing needs support from the Top If the top doesn't Embrace this and dis steal it down  marking will never have the empowerment or the capacity or the utility to do it therefore the  performance will lack therefore you'll be in a spiral come Q3 come Q4 and you'll be like why

is  that when we've done everything right but missed out on the human element I I couldn't agree with  everything you said more and I W to I want to end on kind of a last thought there with the last  question which is okay people are listening they're watching what actionable steps can someone  take can you know these agency owners take take to adopt the conscious growth Pathways that you've  been talking about and how can they use it for you know those action steps for sustainable growth the 

first step I would say to do and I lean I always end with my my six eyes is to do an introspection  I don't think we do as agency owners as executive leadership teams just as a Comm organization  overall do enough introspection and that's an examining of ones self of how we feel how we look  at how we're operating and we internally ask what can we what can we do better what can you see that  I can't see what are they saying that I I can't say which leads into genuine true investigation  and then

you want to initiate I'm not saying just Do right away you want to initiate let me  test let me just initiate the act of making this change I I want to ease into that I can't stress  that enough especially when we're talking about something so sensitive and something that actually  is broader than what I've even presented in this moment there's a lot of more layers to this um  that I'm not equipped to express currently but that's something to consider when you're trying to  adopt this and know

that this is something that is in constant learning experience this isn't I read  one book I put a new chart on the W and we're done unfortunately humans are more complicated than  that and humans need more things than that and so this is an Ever evolving thing so give yourself  Grace but do push yourself to choose to learn and evolve now I've used a lot of words that maybe a  lot of sales and teams don't want to like because it sounds like give me concrete things to do well  what works for you

to adapt this ability and adapt this new conscious growth pathways is different  than someone else and sure what do you mean if you're in an industry that's predominantly one  type of group or that's what your clientele has been I would advise you maybe go a little maybe  more baby steps because you don't want to make a sudden change that impacts your bottom line I  want you to be more um inclusive and Equitable with your decisions of how you market and how you  sell but not at the the detriment

of your actual business so that' be anchor number one just see  how the the versatility of how the volatility of how your audience and how your clients would  receive this is an attack on clients it is an attack on yourself just to receive this this  betterment it's kind of like you're your test launching a new a new uh it's a flavor or recipe  focus group yeah yes 100% yeah and so as you're expanding on that this is the point that's very  critical do not leave to to your own devices bring in t

hird-party help or collaborate with people  who already have established themselves with where you're trying to go and share notes yeah and  number one bring in people like Troy who can help you actually do the thing you're G to help them  do the doing oh man listen I can't tell you how much I've appreciated this conversation I love  that you're open first and foremost I love that you're willing secondly to share your experience  and to encourage people and to educate people right because I thin

k the education piece is so  important especially in our industry right we know just by looking at the numbers it's this is  factual data it's not you know gossip or hearsay that most of the people in our industry are older  white men so the fact that you're willing to have the open mind have the willingness and help  educate all of the people in our industry who may not have had that that introspective look yet  is just sorely needed and I'm so glad we had this conversation and I hope we get to

have you back  but before we bid a do can you tell everybody what you're working on how they can find you how  they can connect with you all the great things about Troy well thank you so if you're trying to  find Troy find Troy everywhere on the internet I'm done I'm just kidding um I've partnered with  Christina K my co-partner management partner here uh co-founder to launch season 3 media which  takes what we've talked about today in many ways and help agency owners help b2bs help event  orga

n organizers expand this Horizon and on top of that we are doubling down on event L growth  and so we love to do hosting mcing we love to do ugc um and so if there's any brands that  want to partner with us on that we are more than happy to have conversations and go on tours  and just make an impact where that needs to be um and the last thing that I would say um I've been  trying my best to take what we talked this is an exclusive it's the first time I've ever gone this  depth of conscious grow

th Pathways with anyone so this exclusive first on the show um and I'm  developing kind of like how a comedic does um my skit because I'm doing I'm doing a keynote at Mar  Tech Conference uh next month on this very topic and so if anyone who's listening and watching  wants to give me feedback or ask me more questions I welcome it with open arms at F everywhere thank  you yes so good just thank you for being my friend and being in my life and having this amazing  conversation please go find Troy

ask him the hard questions because I've done it and he's so  willing to answer and also make sure you hire Troy and Christina I didn't mention Christina but they  both co-hosted inbound and y'all were fantastic so I love the event angle too thank you so much  and everybody we'll see you on the next show