More Cheese Less Whiskers

Listen in each week as Dean Jackson helps business owners and entrepreneurs just like you apply the 8-Profit Activators to their businesses. Yellow pages roulette on steroids!

Ep262: Capabilities multiplied by Reach 04/13/2025

Ep262: Capabilities multiplied by Reach Acting skills can transform legal outcomes in ways most trial attorneys never consider. Today on the More Cheese Less Whiskers Podcast, I'm talking with Olivia and Steve from Trial Haus Consulting, who met in college theater and now help attorneys deliver more compelling courtroom performances. They've seen remarkable results helping attorneys shift from traditional impeachment approaches to more conversational techniques, contributing to over $40 million in verdicts since 2022 and even helping secure an acquittal in a potential life sentence case. We had a fascinating discussion about moving beyond hourly billing to align their interests with attorneys through contingency arrangements, plus creating systems to document and scale their unique approach. This podcast really demonstrates how bringing specialized expertise from one field into another can create breakthrough value. It's a great example of using my VCR (Vision, Capabilities, Reach) formula to expand impact. Key Takeaways: We're talking with Olivia and Steve, co-founders of Trial Haus Consulting, who have developed innovative programs blending theatrical techniques with legal practice. Their eight-week program aims to enhance advocacy and storytelling skills in the courtroom by integrating improv and scripted acting methods. Olivia and Steve explain their focus on cross-examination strategies, highlighting techniques like the "yes and no" method. They share a case study of a seasoned attorney who achieved a significant verdict using these skills, showcasing the transformative potential of their approach. We explore Trial House Consulting's business dynamics, including the benefits of remote work and balancing billable hours with business development. Olivia and Steve discuss the shift from in-person sessions to online courses, which allows for greater flexibility and client interaction. The episode delves into the challenges of operating in high-stakes environments, emphasizing the need to align service delivery with clients' financial constraints. Olivia and Steve consider strategies to demonstrate their value in the American legal system, where payments are often contingent on case outcomes. We examine the email marketing strategies employed by Trial House Consulting to manage and engage their list of trial attorneys. Olivia and Steve focus on retaining top-tier clients and leveraging marketing investments to drive repeat business, emphasizing the importance of adding value to their communications. Olivia and Steve discuss the concept of viewing excess capacity as "investable hours" and how collaborating with trial attorneys on a contingency basis can lead to strategic growth. They highlight the potential benefits of offering their services as a strategic asset to enhance client outcomes. The episode concludes with Olivia and Steve expressing gratitude for the collaborative journey and their excitement for future opportunities. They share their commitment to maintaining communication and fostering a sense of camaraderie and optimism within the legal consulting community. Show Links: /episode/index/show/morecheeselesswhiskers/id/36096640

Ep261: Finding Invisible Prospects with Megan Cannon 04/06/2025

Ep261: Finding Invisible Prospects with Megan Cannon Finding invisible prospects is often the biggest challenge for service businesses. Today on the More Cheese Less Whiskers podcast, We're talking with Megan Cannon, owner of Back to Balance Counseling and Consulting in the western suburbs of Chicago about an 'I want that' response in people. Megan specializes in helping high achievers, overwhelmed parents, and anxious teenagers find relief through empirically supported treatments. Her practice is thriving with over a thousand sessions monthly, but she's looking to grow her team and reach more daytime clients. We explored how to create a "prospect vending machine" by using targeted ways to transform invisible prospects into visible ones. Rather than just positioning to be selected through referrals or social media, we discussed proactively identifying people who need help with anxiety, OCD, and executive burnout within her five-mile radius. The conversation revealed how offering valuable content like a book can both generate new leads and enhance referrals, turning "refer a friend" into the more powerful "give a friend" approach. Key Takeaways: I introduce Megan Cannon, the owner of Back to Balance Counseling and Consulting, who discusses her practice's focus on supporting high achievers, overwhelmed parents, and anxious teenagers in the western suburbs of Chicago. Megan emphasizes the benefits of in-person therapy sessions and shares her plans to expand her team to meet growing client demand, highlighting the need for more qualified clinicians. We delve into strategies for attracting daytime therapy clients, particularly focusing on college students, stay-at-home parents, and remote workers. We also address the importance of maintaining a work-life balance for therapists. Megan discusses the role of indirect referrals in connecting therapists with potential clients and explains her approach to helping clients change their relationship with anxiety. We explore innovative clinic growth strategies, including the use of social media ads and resources like an anxiety solution book to turn invisible prospects into visible ones. The episode highlights the effectiveness of using books as lead generation tools, focusing on creating captivating titles and covers to attract potential clients. Megan shares her experiences with email engagement to nurture relationships with potential clients, demonstrating how to maintain a supportive presence for individuals seeking help now or in the future. Show Links: /episode/index/show/morecheeselesswhiskers/id/35996315

Ep260: Building a Thriving Practice with Joseph Tanti 03/30/2025

Ep260: Building a Thriving Practice with Joseph Tanti Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Dr. Joseph Tanti, a chiropractor who recently purchased a 30-year established practice in Edmonton, Alberta. We talked about increasing his Return-on-Relationships, measuring spines under management and creating systems to orchestrate referrals rather than just hoping for them by using something like the World's Most Interesting Postcard to 'program' patients to notice high-probability conversations about back pain, sciatica, or other conditions he treats. We also explored how targeting specific conditions with lead magnets can transform invisible prospects into visible ones within his five-mile radius. Books like the Plantar Fasciitis Solution, are great ways that people identify themselves as exactly the person who needs your help. These approaches work for all sorts of businesses where customers might not recognize all the ways you can help them. Key Takeaways: I explored Joseph's transition from taking over a long-established chiropractic practice and discussed Joseph's focus in Edmonton on patient retention through innovative marketing strategies, such as pay-per-click advertising, email newsletters, and community events tailored to attract new patients while maintaining the practice's 30-year history. The conversation highlighted Joseph's concept of "return on relationship," emphasizing the importance of regular communication and engagement with patients, particularly those with sedentary lifestyles, to prevent recurring issues. Joseph shared his evidence-based approach to chiropractic care, concentrating on musculoskeletal issues and the intersection with physiotherapy, moving from acute pain management to maintenance care for lasting wellness. We examined the process of orchestrating referrals through meaningful conversations, emphasizing the importance of actively connecting people with solutions rather than merely mentioning names. Joseph described the use of strategic engagement tools like text systems and embedded cues in communications to enhance patient relationships and increase referrals. The episode delved into identifying visible and invisible prospects, using social media advertising to transform them into leads, and leveraging both digital and physical materials to maintain patient engagement., Alberta, to strategizing for its sustainable growth, including his journey to becoming an orthopedic specialist. We discussed Joseph's focus on patient retention through innovative marketing strategies, such as pay-per-click advertising Show LInks: /episode/index/show/morecheeselesswhiskers/id/35809320

Ep259: Creating a New Before Unit with Paul Deloughery 03/16/2025

Ep259: Creating a New Before Unit with Paul Deloughery Family businesses need more than just legal documents to secure their legacy. Today on the More Cheese Less Whiskers podcast, we’re talking with Paul Deloughery, a probate and estate planning attorney with over 25 years of experience working with business owners and families. We explore how Paul can apply the Before Unit framework to attract his ideal clients - business owners who need more than standard estate planning. By selecting the right audience and creating a compelling offer like his "family benefits plan," he can build trust before prospects even consider hiring him. This approach transforms his service from reactive problem-solving to proactive relationship building. Paul's story about reuniting an estranged family shows the power of this approach. Rather than waiting until after death creates painful conflicts, he's creating a new category of service that addresses the underlying dynamics. This perfectly demonstrates how patiently educating and motivating people, and presenting the right offer can create breakthrough results for professional service providers. Key Takeaways: Focusing on the "who" you want to be a hero to is essential before determining your best service offering and its price point. Creating a "family benefits plan" instead of a "family constitution" demonstrates how language choice significantly impacts client perception and engagement. Building a prospect "vending machine" requires clearly articulated outcomes that prospects can visualize and would willingly pay to achieve. The concept of a "stress test" for estate plans provides a concrete, marketable service that appeals to proactive clients who already understand the importance of planning. Using carefully chosen emotional language like "avoidable surprises that derail even the most cautious estate plans" creates more engagement than technical legal terminology. Focusing on specific, tangible outcomes (like peaceful family Thanksgiving dinners) makes abstract services concrete and compelling to potential clients. Show LInks: /episode/index/show/morecheeselesswhiskers/id/35714590

Ep258: Crafting a Business Masterpiece with Chris Wysokowski 03/07/2025

Ep258: Crafting a Business Masterpiece with Chris Wysokowski In this episode of More Cheese, Less Whiskers, Chris Wysokowski shares his journey from working in his family’s painting business to helping others grow theirs. He discusses transitioning from hands-on projects to strategy and business development, emphasizing the importance of maintaining relationships with past clients. Chris explains how to treat completed projects as "homes under management" and stay top of mind through regular communication. He also introduces methods to create more opportunities from each job, using tools like an annual touchpoint calendar and circle radius prospecting. Chris's approach focuses on building long-term success through smart planning and relationship management, shifting from chasing new leads to creating a steady stream of work from satisfied clients. Summary: In the episode, I introduce Chris Weissakowski, who shares his journey from a hands-on painter to a business growth mentor, highlighting the importance of transitioning from operational tasks to strategic business development. Chris emphasizes the significance of maintaining strong relationships with past clients, viewing completed projects as "homes under management," to enhance business revenue through repeat and referral opportunities. We discuss systematic approaches to maximize a painting business's potential, including the use of an annual touchpoint calendar and innovative metrics like "gallons under management" for project scope assessment. Chris provides insights into effective customer engagement and project management, introducing strategies such as circle radius prospecting to expand business opportunities from a single job. The episode delves into the development of a structured and repeatable business growth system, emphasizing the documentation of processes and the use of CRM systems for better client management. We explore how Chris's strategic insights, influenced by industry leaders like Jay Abraham and Dan Kennedy, can empower entrepreneurs to enhance their businesses, particularly in local markets like Eastern North Carolina. The conversation highlights the potential for impactful change through clarity and continuous improvement, setting the stage for a transformative year in business development for painting contractors. Show LInks: /episode/index/show/morecheeselesswhiskers/id/35578360

Ep257: Creativity Unleashed with Steve Light 01/03/2025

Ep257: Creativity Unleashed with Steve Light Today, on the More Cheese Less Whiskers podcast, We are talking with Steve Light. Hearing his journey from web designer to Swindon's prominent mural artist demonstrates the transformative impact of rediscovered creativity. After a twenty-year hiatus, his return to art during lockdown has resulted in over 25 exhibitions and Swindon's largest mural, bringing vibrancy to the community. His figurative expressionist style, influenced by Jean Dubuffet and Jean-Michel Basquiat, now adorns a converted post office studio where he creates works that challenge traditional artistic boundaries. Light's practice spans from street murals to gallery exhibitions, proving art's versatility in modern spaces. Through initiatives like the Red Cliff Collective and collaborations with local musicians, Light exemplifies how artists can engage communities while maintaining creative integrity. His work continues to reshape Swindon's visual landscape, making art accessible to all residents. Summary: 1. I introduce Steve Light, a mural artist from Swindon, who shares his journey from being a shy child with a love for art to becoming a significant figure in the street art scene of his hometown. 2. Steve discusses a discouraging experience with an art tutor that led him to abandon art for 20 years and how he humorously hints at a connection to the mysterious artist Banksy. 3. We explore how Steve reignited his passion for art during the lockdowns, transitioning from web design to a full-time art career, and how he secured a studio in a repurposed post office. 4. Steve describes his artistic style as figurative expressionist, drawing inspiration from artists like Jean Dubuffet, Keith Haring, and Jean-Michel Basquiat, and his aspirations for larger-scale works. 5. We delve into the intersection of art and commerce, discussing how artists can balance creative pursuits with commercial opportunities, and the role of art in branding and environments. 6. The episode explores the concept of street art collectives and creative collaborations, highlighting the impact of such initiatives on local communities and how they can elevate artists' reach. 7. We discuss the potential for forming a self-appointed art collective, drawing parallels between the art and music industries, and the opportunities for multidisciplinary collaboration within a collective. 8. Steve shares personal inspirations, including his love for 90s hip-hop and 80s bands, and discusses the potential for local initiatives, such as mural projects and designing for restaurants, to engage communities. 9. The conversation touches on previous collaborations, like painting a suit for a musician performing at Glastonbury, showcasing the value of leveraging local talent and creative synergies. 10. The episode concludes with ideas on creating innovative art projects, like permanent outdoor exhibitions, and the transformative potential of art in both individual careers and community development. Show Links: /episode/index/show/morecheeselesswhiskers/id/34711750

Ep256: Convert More Leads with Stuart Bell 11/10/2024

Ep255: The Power of Selling with Carlos Garrido 11/05/2023

Ep255: The Power of Selling with Carlos Garrido Today, on the More Cheese Less Whiskers podcast, we're talking with Carlos Garrido, a former investment banker turned sales trainer, about his unique career journey and the power of selling. He shares his experiences navigating cultural accents in business, outlining how a northern English accent benefited his role in American sales environments while American accents in the UK gained new prestige over time. Carlos runs a high-performing sales training program, and we talked about separating 'lead getting' from 'lead convering' and the sometimes lengthy process that can frustrate some sales teams. Carlos shares his experience working with business owners without robust sales skills and the challenge of natural salespeople, and we talk about finding the right mix of high-value, high-volume opportunities. This is a really fun conversation with lots of takeaways. Summary: 1. Carlos, shares his journey from an investment banker to a successful sales trainer, discussing the advantages of a northern English accent in the American sales environment. 2. He explains his process of settling in Miami, learning Spanish, and the role of language in sales. 3. He delves into the significance of lead conversion in any successful sales strategy. 4. We discuss how some business owners and leaders generate revenue without strong sales skills, indicating the challenge of managing natural salespeople. 5. They explore the 'before' and 'during' units of the sales process, providing insights into lead management and conversion. 6. The conversation shifts to business scaling and selecting a target market, emphasizing the economic relationship between business owners and customers. 7. Carlos shares his views on the differences between a self-serve environment and a membership program, and the complexities of pricing services at different points. 8. They discuss the power of market targeting, highlighting the potential it holds in high volume and low ticket strategies. 9. The podcast examines the impact of accent on sales success, especially the benefits of a pleasing northern English accent in the American market. 10. Carlos reflects on the challenges and rewards of his sales training journey, emphasizing the impact of sales skills on an individual's financial independence. Show Links: /episode/index/show/morecheeselesswhiskers/id/28506866

Ep254: Becoming a Trusted Partner with Chris McAllister 10/29/2023

Ep254: Becoming a Trusted Partner with Chris McAllister Today, on the More Cheese Less Whiskers podcast, I want to share an episode of the Listing Agent Lifestyle show I just recorded with my good friend Chris McAllister. This is a great episode discussing the evolving role of real estate brokers, and I want to share it here because although we're talking about real estate, the real message is how to adapt and provide value in a changing world. We explore how the rise of technology, particularly sites like Zillow, has transformed how clients access information and the value brokers provide. Chris traces the evolution of brokerage models from Remax to Keller Williams, and we debate the sustainability of the hundred percent commission shop model. So, whether you're an industry professional, interested in real estate trends, or in any other business impacted by tech, this discussion offers some really interesting insights. Summary: This episode highlights the transformation of the real estate industry, particularly the evolving role of brokers, the impact of technology, and the value proposition of brokers in the age of digital platforms like Zillow. We discuss the evolution of brokerage models, from Remax to Keller Williams, emphasizing the current shift towards hundred percent shop models and its sustainability. Dean emphasizes the increasing importance of the shelter business and how brokers must adapt and reinvent themselves to remain relevant in this changing landscape. We speak about the bifurcated real estate market landscape, highlighting transactions that are either very simple or require significant expertise. Chris emphasizes the continuing importance of strong client relationships in real estate, even in an era of increasing digital automation. We discuss strategies for creating a market-making culture, leveraging social media for Immediate Open Houses, and maintaining consistent communication with buyers. Emphasis is placed on the importance of setting clear expectations for agents and the benefits of having an experienced partner to navigate the market. We touch on the transformative power of technology in the real estate industry, including how platforms like Zillow have democratized information. Dean and Chris argue that while technology has streamlined certain aspects of real estate transactions, the need for skilled professionals to guide and negotiate complex deals remains essential. We end the episode with a discussion on the importance of building the right team in real estate and the value of having experienced partners to help navigate the market. Show Links: /episode/index/show/morecheeselesswhiskers/id/28441115

Ep253: Being the Voice with Tobin Jarrett Poppenberg 10/01/2023

Ep253: Being the Voice with Tobin Jarrett Poppenberg Today on the More Cheese Less Whiskers Podcast, we're talking with Tobin Jarrett Poppenberg about becoming the voice of his niche in the audiobook space. Tobin's come from a very successful career, and he shares how developing a bond with his nephew by reading Harry Potter stories inspired his new venture. The challenge now is profiting in this competitive space. So we had a great conversation about the options in becoming the voice of children’s audiobooks, and how a podcast, sponsor opportunities, and using recordings to launch additional products can help him become the go to person in this space. Summary: 1. Tobin Jarrett Poppenberg discusses his journey in the audiobook industry, revealing the intricacies of audiobook performances, the difficulties in making a profit in the industry, and how he discovered his passion for audiobooks. 2. Tobin shares a personal story about his bond with his nephew, fostered through reading Harry Potter together, showing the powerful impact of storytelling. 3. The idea of creating a podcast dedicated to reading public domain stories and introducing new books to listeners is explored. 4. The potential of children's content on platforms like YouTube is discussed, as well as the possibility of Tobin becoming a curator for children's books. 5. He presents his vision for the podcast, discussing details such as the publishing calendar, potential sponsors, and how to keep the audience engaged. 6. The potential use of podcast recordings as a basis for books and other ventures is considered. 7. He shares his plans for exciting giveaways and how much he values listener feedback. 8. We explore Tobin's background, including his past in marketing automation and his discovery of audiobooks during his time at college. 9. We look into the difficulties of competing in the audiobook industry and the copyright constraints for performers. 10. The possibility of Tobin's podcast serving as a platform for discovering new children's books and authors and the potential size and scope of the podcast's audience is explored. /episode/index/show/morecheeselesswhiskers/id/28177088

Ep252: The Magic Behind the Motivation with Eric Anderson 08/06/2023

Ep252: The Magic Behind the Motivation with Eric Anderson Today on the More Cheese Less Whiskers podcast, we're talking with Eric Anderson, professional magician turned speaker who shares his journey from foster care to speaking in front of large audiences. We talk about how focusing on connecting with your audience can yield big returns. How he's used joint venture partnerships and book giveaways helps expand his audience and attract people interested in public speaking, and how he created a flagship email to stay in touch with people by featuring clients' business victories. We also discuss why documenting your journey is so compelling and creates a blueprint others can follow. This is a fascinating episode with lots of ideas to take away. Summary 1. Eric Anderson's journey took him from foster care to professional magic to motivational speaking. His unique experiences allow him to help others unlock their potential and effectively share their stories for paid engagements. 2. Eric emphasizes that the size of an email list is not as important as who you're reaching and how you connect with them. 3. He discusses a case study of a client who broke the six-figure mark with a small email list, demonstrating that it's about reaching the right people, not just having a large audience. 4. Anderson explains why some people may not achieve their desired results and highlights the importance of documenting success stories to create a roadmap for others. 5. He shares strategies that have driven his success, including joint venture partnerships and book giveaways. 6. Eric’s book giveaway has helped expand his outreach, attracting those interested in public speaking. 7. ‘Eric’s Escapades Reality Show’, his weekly email series, play a crucial role in enticing people to attend his workshops. 8. Eric believes that every email sent out can open doors for growth and expansion. 9. He holds free seminars twice a year and is currently testing a paid version of that and private coaching. 10. Anderson guarantees to help people make three times their investment back with his program and has had clients who have seen many multiples of their investment with him. Show Links: /episode/index/show/morecheeselesswhiskers/id/27592065

Ep251: Wrestling Success with Blake Steele 07/23/2023

Ep251: Wrestling Success with Blake Steele Today on the More Cheese Less Whiskers podcast, we have a first for the show; we're talking with upcoming wrestling talent Blake Steele, who's turning his wrestling dreams into reality. Blake and I pull back the curtain on the pro wrestling industry and talk about how it's as much about storytelling and character creation as it is about athleticism. We dive into the art of fighting and its famous personalities like Logan Paul and Mike Tyson and how they have masterfully used their styles to captivate audiences. We talk about what goes into the making of a wrestling superstar, tracing Blake's journey as he navigates the wrestling universe, and we talk about the marketing opportunities that are just as true for a wrestler as they are for any business owner. Whether you're a hardcore wrestling fan or just curious about the similarities in building a brand for your business, this episode is a great listen. Summary 1. The episode features a deep-dive conversation with upcoming wrestling talent, Blake Steele, providing an insider's perspective on the pro wrestling industry. 2. Steele emphasizes that wrestling is as much about storytelling and character creation as it is about athleticism. 3. Famous personalities like Logan Paul and Mike Tyson are analyzed for their distinctive styles and their ability to captivate audiences. 4. Quick thinking and improvisation are crucial skills in wrestling, contributing to the creation of compelling narratives and characters. 5. Personal branding plays a significant role in wrestling, with Steele sharing insights on crafting a perfect catchphrase and the journey to being signed by major wrestling organizations. 6. Steele explains the importance of audience engagement in shaping his personal brand and discusses the making of a wrestling superstar. 7. The episode explores the journey of becoming a professional wrestler, including the process of attending wrestling school and working independently until being picked up by a recruiter. 8. The importance of body language, tone of voice, and physicality in character creation is discussed, as well as the significance of improvisation. 9. The discussion covers the intricacies of navigating the path to WWE success, including the importance of earning respect from the audience and standing out in the wrestling world. 10. Steele and the host discuss the need for wrestlers to create an atmosphere with music, colors, and logos that best defines them as performers, along with the importance of allowing audience participation in their growth journey. Show Links: /episode/index/show/morecheeselesswhiskers/id/27458400

Ep250: Solar Success with Brent Attaway 07/09/2023

Ep250: Solar Success with Brent Attaway Today on the More Cheese Less Whiskers podcast, we're talking with Brett Attaway, a solar sales entrepreneur from Utah who's now based in north Florida. Brett's taken his years of marketing experience to the solar industry in a company he started a little over 3 years ago, and we had a great conversation about the opportunities he has to use this experience in this new sector. We talked about the three key success factors: finding the right install company, understanding the value of a client, and creating a referral program, and how bringing these together can be a game changer for clients and the company. There are some great insights and ideas in this episode that apply to many industries, including creating transferable opportunities for customers by offering a price break for a certain volume of panels and incentivizing referrals is unique, making customers the hero and not the company. Summary The solar industry presents a wealth of opportunities for entrepreneurs, particularly in the residential solar business. Success in the solar industry hinges on three key factors: finding the right install company, understanding the value of a client, and creating a referral program. Selling solar can be a lucrative business despite the challenges, provided it is done correctly. The value of a customer over time is crucial to ensure the success of a solar business. Creative marketing strategies, such as using postcards, can be a valuable asset for a solar company. Offering a price break for a certain volume of panels can create transferable opportunities for customers. Incentivizing referrals by making customers the hero and not the company can boost sales. The journey from marketing to solar offers valuable insights for budding entrepreneurs. Building a team that keeps everyone informed can contribute to the success of a solar business. The Solar Academy provides a non-biased approach to helping solar companies succeed, offering services such as marketing, sales, and business systems and processes. Show Links: /episode/index/show/morecheeselesswhiskers/id/27410220

Ep248: 25 years with Jesse Desjardins - Part 2 06/18/2023

Ep248: 25 years with Jesse Desjardins - Part 2 Today on the More Cheese Less Whiskers podcast, we're finishing our conversation with Jesse Desjardins. He's worked in some great locations, and we talk about the challenge of marketing a complex destination like Neom in Saudi Arabia, a place no one has ever seen before. We also talk about the skill of discernment and invention, the importance of working with someone with the tenacity to drive projects to completion, and how to effectively select and work with the right people to execute our vision. Jesse & I have a long history together, and it's great to share these insights with you, and, if you missed part 1, you can check that out at https://morecheeselesswhiskers.com/247 Summary 1. The challenge of marketing an unknown and complex destination like Neom in Saudi Arabia required a unique approach and collaboration with the online photography platform Unsplash. 2. Unsplash, with its large community of free photography and more distribution than Getty, iStock, and Adobe Stock combined, provided the perfect platform to find the best photographers to showcase Neom. 3. The project involved bringing 14 of Unsplash's top photographers to Neom and creating a brief based on the thousand most downloaded photos in travel. 4. The brief focused on four distinct photography styles that convey the scale of the destination, safety, and human connection, deviating from traditional destination marketing strategies. 5. By working directly with photographers with the vision and capability to execute the project, the team created a more authentic and engaging story. 6. The photographers brought their unique skills and interpretations to the brief, resulting in a diverse and captivating image portfolio showcasing Neom's beauty. 7. The Entrepreneur Team Genius Test helps identify the strengths and weaknesses of individuals in a team, ensuring that all aspects of a project are covered and executed effectively. 8. Combining vision, assets, and reach creates a powerful multiplier effect that can help achieve success in marketing complex destinations. 9. The goal is to make Neom the most downloaded destination in travel even before it opens, leveraging the reach and distribution of Unsplash. 10. Collaborating with the right people and focusing on the vision and capability aspects of a project can lead to better outcomes and more creative solutions, even with a smaller team. /episode/index/show/morecheeselesswhiskers/id/27168648

Ep247: 25 years with Jesse Desjardins - Part 1 06/11/2023

Ep247: 25 years with Jesse Desjardins - Part 1 Today on the More Cheese Less Whiskers Podcast, we have a special episode because I had the pleasure of catching up with my longtime friend and collaborator, Jesse Desjardins, in person as we celebrate our 25-year friendship and professional journey together. We talk about how asking, 'What would I do if I only got paid if I delivered results?' helped us focus on achieving tangible results and navigating technological shifts and how we uncover the power of minimalism and the minimum effective dose in marketing success. In part 1 here, we discuss his 12 favorite problems and how he leverages the VCR (Vision, Capabilities, Reach) formula to create unique experiences and stories in the work he now does. This is a great conversation as we share some insights and reminisce about our 25-year journey. Summary 1. Jesse Desjardins and Dean Jackson celebrate their 25-year friendship and professional journey, discussing how their shared insights led to significant leaps in Jesse's career. 2. They emphasize the importance of focusing on results and navigating technological shifts by asking, "What would I do if I only got paid if I delivered results?" 3. The power of minimalism and the minimum effective dose in marketing success is discussed, highlighting the effectiveness of a short, 50-page book in capturing email addresses. 4. They explore user-first marketing, allowing for real-time testing of ideas and receiving feedback, and the importance of separating compelling from convincing in advertising. 5. Jesse's innovative approach to marketing combines education and user-generated content, positioning Tourism Australia as the "mayor of Australia" and creating the World's Biggest Social Media Team, outperforming other national tourism boards. 6. They discuss the importance of storytelling in marketing and how Jesse's 'You Suck at PowerPoint' Slideshare and other strategies have stood the test of time. 7. Jesse shares his approach to unlocking collective intelligence in his work, such as his speaking gig in Toronto and his work on the Neon project in Saudi Arabia. 8. The duo discusses the VCR formula (Vision, Capabilities, and Reach) in marketing, focusing on telling the story of a place like Wadi Ram and thinking differently to overcome skepticism. 9. They emphasize the importance of recognizing and utilizing available capabilities and assets to bring a vision to life, using examples of Kylie Jenner and local businesses taking advantage of their 15-mile radius. 10. Jesse and Dean explore the potential of collaboration between two parties to create something new, using the VCR formula to create unique market-maker opportunities. /episode/index/show/morecheeselesswhiskers/id/27095454