CarlGould-#70secondCEO-Intangibles Drive Value: What Today’s Customers Really Pay For
Release Date: 06/27/2025
Carl-Gould-#70secondCEO-We Create a World Around us that Matches How we Define Ourselves
Carl Gould #70secondCEO
We create a world around us that matches how we define ourselves Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. People are the people we surround ourselves with the most. And here's what I mean, okay? I don't wanna scare you with that photo. We, as people, the way we're wired, we're kind of like that projector right there. Whatever we put on the inside of that projector shows up on the screen. We define ourselves a certain way, okay? We define ourselves a certain way, and based on that definition,...
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Carl-Gould-#70secondCEO-Someone Else Believed in me
Carl Gould #70secondCEO
Someone else believed in me Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. We've coached about 150,000 people now. And we ask everybody, how did you ever get started in your business, if they're a business owner? Or how did you choose this career path if you work for an organization? The number one answer that we get as the reason why somebody chose a career path is someone else believed in me. Someone else said, hey, you know, you're really good at this, or you have a, I went into accounting and finance....
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Carl-Gould-#70secondCEO-People Follow Certainty
Carl Gould #70secondCEO
People Follow Certainty Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. Your language means this is where knowledge, credentials comes into play. You need to be the smartest person in whatever room you walk in. Or if you're on a project and you're doing a build-out or you're doing a budget, you want to be among, if not the smartest person in that room because you can then direct the room because people follow certainty. They follow leaders, okay? So you want to be the lead dog. So most people say, oh...
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Carl-Gould-#70secondCEO-Communicate Trust Respect through body language
Carl Gould #70secondCEO
Communicate Trust & Respect through body language Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. Communicate trust and respect through your body language. And this is a universal communication strategy, and we will practice that. So there are three elements that influence another person to your point of view. One of them is words. One of them is your voice qualities, and the other is your physiology, meaning how you stand and how you move. So words of the three, all three make up 100%, words, would...
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Carl-Gould-#70secondCEO-Trust Respect
Carl Gould #70secondCEO
Trust & Respect Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. When it comes to trust and respect, trust is a back-to-back exercise. In other words, we have common goals and interests, we establish that, okay? Then, when I turn my back and go into another room, do I trust you'll keep your commitments? Do I trust you're going to do what you said when we're standing face-to-face, you made a commitment? Now I turn my back and I go, you turn your back, you go, are you going to follow through? Can I...
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Carl-Gould-#70secondCEO-Do you hold the credentials for the job you perform
Carl Gould #70secondCEO
Do you hold the credentials for the job you perform? Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. Questions that we ask is, we ask this of our clients and we'll say, does everybody in the company hold the credential for the job that they perform? You know what the majority of the answer is for most people in most companies? No. So if you are the bookkeeper, you use QuickBooks Online or some other NetSuite or some other financial software. Have you taken all the certifications that that software offers? The...
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Carl-Gould-#70secondCEO-Can you handle the task at hand
Carl Gould #70secondCEO
Can you handle the task at hand? Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. Not as important, but it is very important, especially in a commercial setting, respect. Can you handle the task at hand, right? So whatever your title is, can you handle the job that you say you can do? Here's why that's important. Because if I don't respect you, I won't bother telling you the truth. I won't bother bringing things to you because you can't handle it. Why would I bring a problem to you if you can't handle it, okay?...
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Carl-Gould-#70secondCEO-Remove the Barriers
Carl Gould #70secondCEO
Remove the Barriers Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. And you can't find something in common, it's painful. You meet somebody. Hey, how are you? Nice to meet you. Oh, yeah, I'm Carl. How are you doing? Oh, good to meet you. Oh, yeah, it's your first time at this? Yeah, great, cool. So you into sports? Nah, not much of a sports person. Oh, oh, OK. So what are some of your hobbies? You know, I don't have a lot of hobbies, so I'm just more of a stay-at-home kind of person. Now, that's just...
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Carl-Gould-#70secondCEO-Unlocking Opportunities with Yes Pt. 2
Carl Gould #70secondCEO
Unlocking Opportunities with Yes Pt. 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. If somebody asks you, do you golf? Do they actually care if you golf? No. What is it they want to talk about? Golf! And what do you think they were about to tell you after you say yes? Some story that you don't want to hear about their golf weekend. Right?: Okay. I get it. You don't want to listen to it. But if you say no, they cannot find something in with you. So your answer is yes. Every time. As long as you...
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Carl-Gould-#70secondCEO-Unlocking Opportunities with Yes
Carl Gould #70secondCEO
Unlocking Opportunities with Yes Hi everyone, Carl Gould here with your #70secondCEO. Just a little over one minute investment every day for a lifetime of results. You have to use this word first. And here's the word. The word is yes. So what's the word? OK, everyone this time, what's the word? OK, so we're going to try it out. Hey, do you golf? Some of you are like, well, I don't I don't know if it's called golf. Like, I went to the miniature. All right, we're going to try it again. Ready? We'll review the training. I'm going to ask you a question. You have only one answer. OK, here it...
info_outlineSummary:
In this episode of #70secondCEO, Carl Gould shares insights from a decades-long study showing a major shift in what drives business value. Back in 1974, 95% of value came from tangible assets. Today, it’s the opposite—72% of value now comes from intangibles like brand equity, intellectual property, and mission. Carl highlights how companies like TOMS thrive not just on product quality but on brand promise and purpose. The takeaway? Don’t just polish your product—build a brand people believe in. That’s what makes your business truly valuable.
Read the full transcript:
Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of investment per day for a lifetime of results.
There was a study done in 1974 by the Sloan school of business and they said, “What drives value in a business? And 95% of what drove value 40 and 50 years ago, was the TANGIBLES of the business, its physical assets. Well let's fast forward to today. A follow up on those 10,000 companies and the second part of the study showed that 72% of what drives value in business is its INTANGIBLES. Its intellectual property, its brand equity, its brand promise. Toms shoes- is it the shoes? Or is it the fact that that company goes out and for every pair of shoe you buy, they buy a second pair and they give it to an underprivileged child somewhere else in the world. Which one do you think it is? So stop falling in love with your product or service. Yes, you want your product to be impeccable. You want your service delivery to be outstanding. No question about it. Logistically, we want those things to run well. Understand though, people will pay more, they will pay more for the other aspects of working with you.
Like and follow this podcast so you can learn more, my name is Carl Gould and this has been your #70secondCEO.