How One Introduction Created a Multi-Million Dollar Partnership with Theresa Bassett

What if a single introduction from a stranger you never saw again could change your entire life?

In this episode, Theresa Bassett, CEO of The Diamond Group and sales and marketing expert with over $550M in transactions, shares the remarkable story of how a mystery connector named Isabelle introduced her to Kelly Bassett at a running training group and then vanished forever. That one serendipitous moment transformed not only Theresa's personal life but her entire professional trajectory, leading her from Fortune 500 corporate sales to building a thriving 28-year-old family business that now employs a team of 20 and serves small businesses across the nation.

Theresa reveals how she "went in kicking and screaming" to entrepreneurship, initially unable to envision herself as a CEO, but discovered her true calling: equipping and empowering small business owners to triple their revenue, build legacy wealth, and create ripple effects that impact entire families and communities. From tripling a home builder's revenue in 18 months to helping a solo orthodontist open five offices and build generational wealth, Theresa's story is a masterclass in the power of partnership, resilience, and saying "yes" even when you can't see the full picture.

 

[00:05:29] What Theresa Does: Serving Small Business America

CEO of The Diamond Group: A sales and marketing growth revenue agency for small businesses

Why Small Business?

• Small businesses provide 86% of jobs in America

• Theresa counts it as one of her greatest privileges to employ a team of 20 people

• Every time a team member buys a car, house, or takes a vacation, it feels like a personal victory

[00:07:43] The Backstory: From Corporate to Coaching to CEO

• Trained as a sales professional working for major home builders

• Merchandised new home neighborhoods for the biggest builders in the world

• Coached business owners on sales and marketing one-on-one

• Believed in the power of personalized consulting to elevate brands

[00:08:55] The Life-Changing Introduction

• Both showed up at a running training group

• Neither could run "a lick"—couldn't even run to the corner

• A woman named Isabelle was at the front gate

• Isabelle: "Oh, you're new. There's this other new guy here too. His name's Kelly. I should have you meet."

[00:11:40] The Partnership Begins: Joining The Diamond Group

• Started an agency in San Francisco, California

• Left the radio industry as a producer to produce radio ads independently

• Known as "Crash Bassett" in the radio world (crashed his truck into a brick wall on the way to work)

• When radio consolidated, he pivoted to more video production

[00:13:13] Going "In Kicking and Screaming"

• A marketing agency had never been on her radar

• "Okay God, what are you up to? Seriously, whatcha up to?"

• Admits: "I had some selfish motives"

[00:16:34] Kelly's Remarkable Pivot

• Not easy to welcome a new partner into your business

• Not easy to move yourself from chief/presidency to welcome a CEO alongside you

• Kelly allowed Theresa's vision to come up alongside his

• Eventually, her vision became the vision they were calibrating to

[00:17:47] Results That Create Ripple Effects

• Rebranded a couple times along the journey

• Name reflects the resiliency and strength they build in strong businesses

• Goal: Build strong, sustainable sales and marketing systems so businesses don't run owners into the ground

[00:18:58] Marketing Is About More Than New Customers

The Recruiting Connection: "People think of marketing as new clients, customers, and patients, but marketing is also about new team members. Recruiting is a marketing and sales activity. If you want to attract great talent to your team, you gotta have a magnetic brand."

[00:21:10] The Power Team Approach

• Theresa couldn't do this work alone

• When a client comes in, they get a "power team": essentially a sales and marketing department down the hall

• Experts rally around the business, create a strategic plan, and execute

• It's a co-creative collaborative process

[00:22:58] Synergy: 1 + 1 = 3 (or 500!)

• One plus one equals three

• The ripple effect of exponential partnering impact

• Her relationship with Kelly is a prime example: "That was a one plus one equals 500 synergistic relationship"

[00:24:21] Impact on Employees: Opening Doors

• Diamond Group hires and recruits a lot of young professionals

• Marketing is an industry of youth and talent (especially with AI changing everything)

• Watching employees soar is "a little bit like watching your kids move up and out of the nest"

[00:28:10] Racehorses Run Faster Together

• Put the blinders on so all they can see is forward

• But they're getting momentum from running right alongside others

• "I love running with other racehorses"

• Iron sharpens iron

• We're all here to help each other— none of us can do it alone

 

KEY QUOTES

"My mission on the planet is to equip and encourage and embolden leaders and their teams." - Theresa Bassett

"Sometimes it's just your door that you open to them is the door that unlocks another door. None of that would've been possible if it weren't for Kelly. Him opening his door to me allowed me to open my door to so many others." - Theresa Bassett 

"If you want to attract great talent to your team, you gotta have a magnetic brand." - Theresa Bassett

"Racehorses are likely to run at least 10% faster when they're next to other racehorses." - Theresa Bassett

CONNECT WITH THERESA BASSETT

🌐 Website: https://www.diamond-group.co
💼 LinkedIn: https://www.linkedin.com/in/theresalbassett

Want to grow your business? Visit Diamond-Group.co to request a Clarity Call with a growth specialist. They'll help you assess the state of the union in your business and identify your next best steps forward.

 

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