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Speaker 1: What's up on Laura Currency and I'm Alexa Kristen. The

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Speaker 1: next few episodes, we're gonna be bringing founders and CEOs

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Speaker 1: of independent agencies. Why because it's so important, especially since

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Speaker 1: this last year, that founders and CEOs of independent agencies

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Speaker 1: are found are found by the Atlantea community. These people

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Speaker 1: have in some cases bootstrapped their businesses for years, have

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Speaker 1: gone through amazing kind of links to do things like

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Speaker 1: become a b corp, to create completely new experiences for

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Speaker 1: emerging technologies that we all are experiencing, and to represent

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Speaker 1: a whole new wave of celebrity. So the next few episodes,

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Speaker 1: we're really going to be celebrating independent agency founders and

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Speaker 1: our first person up Julie Hunt, CEO and founder of

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Speaker 1: Hunt and Gather. But before we get into our interview

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Speaker 1: with Jolie, we've been thinking about a lot of things

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Speaker 1: and we just want to talk. You and I have

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Speaker 1: been having a number of conversations about what are the

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Speaker 1: bets that we'd make if we were sitting in the

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Speaker 1: conference room together, regardless of the brief, but really exploring

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Speaker 1: the formats and new opportunities that we're seeing in the market.

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Speaker 1: And one of the things that has me really thinking,

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Speaker 1: and I don't think anybody is prepared for what I'm

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Speaker 1: about to say. Um, but that's direct mail. You know,

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Speaker 1: this idea that we can use technology on analog formats

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Speaker 1: to break open a conversation. We've got smart speaker adoption,

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Speaker 1: uh increasing, you know, things streaming in the background, all

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Speaker 1: of these mediums for a piece of content to light

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Speaker 1: off of. And I am just waiting for somebody to

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Speaker 1: take a catalog, take a postcard, and turn it into

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Speaker 1: something more. It is so smart this idea and also

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Speaker 1: rebooting this idea of attribution data personalization specificity. You want

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Speaker 1: to blow the doors off brands, blow the doors off there.

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Speaker 1: I think there's been brands that have done tremendous jobs

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Speaker 1: of taking data and localizing the data to tell stories.

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Speaker 1: But if you get it down to the ZIP plus

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Speaker 1: four to my address, right, if I'm a customer who's

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Speaker 1: raising my hand and actively ordering things, and I'm ordering

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Speaker 1: things more than ever before, you know which, which kind

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Speaker 1: of leads me to to my next thought is in

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Speaker 1: home the new out of home. When you think about

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Speaker 1: all of the things that are coming be at Amazon,

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Speaker 1: packaging or otherwise, isn't it interesting to think about how

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Speaker 1: to deconstruct the box, to reverse engineer commerce, to tell

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Speaker 1: me a story, to pull me back in yes, or

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Speaker 1: to talk to other people bull. I think the boxes

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Speaker 1: that are showing up on our doorstep as as a

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Speaker 1: result of having to do more from home, the new

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Speaker 1: billboard your whole point about like in home is the

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Speaker 1: new at at home. I think in home is probably

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Speaker 1: the better at a home because you're literally physically holding

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Speaker 1: something you either purchased you may be interested in in

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Speaker 1: your hand. It's interesting to think about when a package

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Speaker 1: arrives at my door, it is not the end of

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Speaker 1: the journey. It is the beginning of the next step.

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Speaker 1: That's exactly right. That's exactly right. Okay, what's next on

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Speaker 1: your list? Well? In speaking of in home is the

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Speaker 1: new out of home? In home has also led to

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Speaker 1: many hours spent recently in the social audio space. So

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Speaker 1: I know, um, you and I have been talking quite

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Speaker 1: a bit about clubhouse. I was recently listening to Whitney

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Speaker 1: Wolf heard when when she I p o drop in

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Speaker 1: and talk about what that experience was like in what

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Speaker 1: would normally have required me to pack a bag by

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Speaker 1: a ticket, plane ticket, conference ticket and no opportunity to

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Speaker 1: actually join the conversation. That's exactly right. And I think,

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Speaker 1: you know, we talked about this early in the pandemic.

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Speaker 1: People are accessible right now in general, by the way,

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Speaker 1: they are quite literally mostly at home. And so I

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Speaker 1: think that the thing is now, this technology is allowing

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Speaker 1: people to have this actually tangibly have a sense of

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Speaker 1: that access to anyone. That's not going to go away

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Speaker 1: when we get past COVID and being at home all

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Speaker 1: the time. What I think though, is the one of

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Speaker 1: the driving forces behind this is actually the creator economy.

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Speaker 1: I mean, look at sub stack. Well, I was just

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Speaker 1: gonna say, these platforms are becoming the new discovery engine.

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Speaker 1: It's the new discovery engines for expertise, for i P

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Speaker 1: for talent, thought leadership, thought leadership, etcetera. But it's exciting

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Speaker 1: about social audio is that somebody's are sitting shoulder and

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Speaker 1: shoulder with nobody's well. And the thing I think is

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Speaker 1: interesting too write if you you start to look at

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Speaker 1: time spent just because we have attention and just because

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Speaker 1: consumers are spending time with our message, with our story,

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Speaker 1: with our product, is a time well spent. That's right.

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Speaker 1: Thing I think that's interesting a by the social audio

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Speaker 1: environment is will there be indicators that tell us that

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Speaker 1: it is time well spent and and starting to kind

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Speaker 1: of pull apart these new insights that are like, this

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Speaker 1: is what people really want to talk about. And I

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Speaker 1: think we've talked about the idea of like being an anthropologist, right,

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Speaker 1: Like you can go into these platforms and pull out

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Speaker 1: insights in real time that can be informing what you

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Speaker 1: do and how you show up as a brandom. I'm

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Speaker 1: seeing in the Twitter feed is collaboration over competition, right

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Speaker 1: A same we've we've been talking about for years. By

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Speaker 1: the way, happy for your anniversary at Landia. Happy, I

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Speaker 1: thought that was to me and to Atlantia to you

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Speaker 1: to my cost, Yeah, thank you, Happy anniversary anyway. So

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Speaker 1: I think what's really interesting is the thread that I'm

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Speaker 1: seeing under social audio. There is a ton of money

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Speaker 1: out there to be made tons at the same time,

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Speaker 1: tons of people are out of job. At the same time,

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Speaker 1: tons of people are starting to find what they love

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Speaker 1: and are good at and how to monetize it. So

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Speaker 1: there's really interesting kind of tension and all of this

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Speaker 1: access is going to be a grand accelerator. That's exciting,

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Speaker 1: you know, and talking about access. With access, there's influence

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Speaker 1: and our guest today has been a curator and convener

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Speaker 1: of influence um for quite some time in our industry,

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Speaker 1: and it is probably one of the best at it.

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Speaker 1: The thing that I think that is so interesting about

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Speaker 1: Jolie and Jolie's business is that Jolie is not someone

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Speaker 1: who is dealing with a bunch of reps for influencers.

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Speaker 1: She actually has the relationship ship with these people. So

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Speaker 1: whether it's from DC to publishing, to the government, to celebrity,

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Speaker 1: to chefs, to this to that, it's because she's actually

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Speaker 1: created her own universe, her own universe of relationships, and

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Speaker 1: she's connecting those people to interesting other relationships, whether that's

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Speaker 1: with brands or what that other celebrities or other people.

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Speaker 1: More brands, more marketers need to think about the relationship

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Speaker 1: not only with the consumer like this, but how what

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Speaker 1: can you do to connect your buyer, your consumer, your

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Speaker 1: customer with other relationships that are meaningful. The industry is

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Speaker 1: talking about n f t s non fungible tokens all

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Speaker 1: over the place. The industry is talking about new i

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Speaker 1: P accelerated by technology. We should be talking about new

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Speaker 1: I P created by relationships and how important it is

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Speaker 1: at this point and to Laura's point around direct mail,

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Speaker 1: we the industry has an opportunity now to take a

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Speaker 1: very broad channel and make it a personal experience, and

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Speaker 1: that includes access and relationships. Before we go into our

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Speaker 1: conversation with Jolie, we are going to check in with

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Speaker 1: our partners at yield MO for the fourth of our

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Speaker 1: four part discussion around making attention actionable. We are here

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Speaker 1: with Lisa Bradner, GM of Analytics and Teddy jot D,

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Speaker 1: head of Product. So, Lisa, we as an industry have

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Speaker 1: the opportunity to think about not just having people's attention,

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Speaker 1: but really thinking about retention and comprehension and understanding the

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Speaker 1: incremental long term impact of the work that we do.

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Speaker 1: Any thoughts on that, I would go back to why

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Speaker 1: I say you can't throw out reach and frequency. Frequency

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Speaker 1: still matters. The problem is as we've built everything in

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Speaker 1: our industry on averages. I mean I was in an

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Speaker 1: agency we say, oh, yeah, the average we could say

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Speaker 1: a seven. I mean that was just like kind of

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Speaker 1: pulled out a thin air, and then we apply it

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Speaker 1: to absolutely every brand, every campaign, every everything. Even though

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Speaker 1: that's a sixty second spot. That's a thirty second spot

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Speaker 1: that was an ad on social media. I mean, you know,

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Speaker 1: we've we've kind of, in my opinion, been lazy and

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Speaker 1: applied averages as opposed to individuating. And again, this is

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Speaker 1: where if you can process the data in real time,

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Speaker 1: I can start to see that. You know what Laura's

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Speaker 1: frequency for mac and cheese is three. She stops paying

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Speaker 1: attention after that, right, So don't serve her four or five,

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Speaker 1: six and seven because she's not paying any attention anymore. Um. Teddy,

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Speaker 1: he's more like five because he's distracted and he's doing

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Speaker 1: a lot of other things. So we'll cut Teddy off

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Speaker 1: at five. Right. Um? These are you know, are are

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Speaker 1: they perfect? No? I still go back to brand lifts

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Speaker 1: studies and brand affinity studies. We can do those in

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Speaker 1: our marketplace in real time. You don't have to wait

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Speaker 1: six months and spend a hundred thousand dollars to get

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Speaker 1: that study. Um. And I'd love to see people embrace

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Speaker 1: more of that real time learning, right. I think more

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Speaker 1: brands actually have to create hypotheses and then execute on

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Speaker 1: those hypotheses, and they have to be well formed. You know,

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Speaker 1: that's where data and gut come together, put it in

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Speaker 1: a hypothesis and run these tests and then start to

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Speaker 1: actually get back some response. Well, this is what I

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Speaker 1: think big brands can start to learn from the direct

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Speaker 1: to consumer companies, right, which is you know, very often

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Speaker 1: three people in a basement and a shoestring budget doing

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Speaker 1: exactly that. You've got a product, we've got an idea,

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Speaker 1: we've got a hypothesis about who it's for. Let's put

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Speaker 1: it out and see what that does and see what

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Speaker 1: it moves. Um, if taking more of those small risks,

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Speaker 1: right we used to talk about right sellars are tried

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Speaker 1: and true. Are you know some tests that you want

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Speaker 1: to scale and ten per cent is? I don't know? Um,

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Speaker 1: I would argue post COVID, it's probably you need to

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Speaker 1: take that ten to twenty five because the old ways

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Speaker 1: of working aren't gonna work. So take your budget and

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Speaker 1: put it behind those hypotheses. You still got seventy left

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Speaker 1: this idea that the the ecosystem of advertising, right, the

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Speaker 1: pipes that you were talking about have been so fragmented.

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Speaker 1: How do we bring it together? And I and I

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Speaker 1: think when you talk about the other sevent what we

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Speaker 1: do is we even frag meant this budget. Laura actually

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Speaker 1: has a great quote that I love. Someone asked um,

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Speaker 1: how much of my budget should go to innovation? She

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Speaker 1: was like, all of it, because if you're not innovating

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Speaker 1: and everything you do, I don't know why you're spending

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Speaker 1: money instead of putting in a bucket called TV. Say

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Speaker 1: what am I going to do differently in TV than

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Speaker 1: I did last year? That's exactly right, absolutely, because that's

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Speaker 1: when your reach and frequency, right, are actually turning into impact, right.

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Speaker 1: And so how do advertisers start to think about actually

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Speaker 1: smoothing smoothing these kind of fragmented and disparate you know,

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Speaker 1: activity and bubbles. How are you guys helping to kind

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Speaker 1: of create these smoother ecosystems. Some of the best advertisers

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Speaker 1: I've seen out there, some of the best marketers I've seen,

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Speaker 1: they approach advertising, you know, in a way that is

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Speaker 1: about experimentation and tests. It's not just about trying to

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Speaker 1: get incremental sales. They're they're really trying to learn more

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Speaker 1: about their customers, and they're trying are always experimenting with

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Speaker 1: these strategies and and and in doing this they get

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Speaker 1: a better return, They generate more sales. But that's like,

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Speaker 1: if you look at advertising as a way to innovate

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Speaker 1: and invest and then learn more about your customers, you

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Speaker 1: tend to be a better marketer and you tend to

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Speaker 1: get more out of your advertising. I completely agree with that,

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Speaker 1: and I think that we need to both of your points,

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Speaker 1: Lisa and Teddy. I think that as marketers we have

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Speaker 1: an opportunity to not think about advertising as a finite process.

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Speaker 1: Lisa Bradner, Teddy Jwadi from yield Mo, thank you for

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Speaker 1: being our partners. Thank you for coming on at Landia.

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Speaker 1: Thank you for having us. Welcome back at Landia. Our

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Speaker 1: guest this show. Laura and I quite literally met on

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Speaker 1: top of a mountain in during CES or in a canyon.

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Speaker 1: It was a canyon, Okay, to be clear, you're right, Okay, sorry,

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Speaker 1: girls with details in a canyon on a plateau, private

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Speaker 1: dinner with guitarist Lunch. Okay, sorry, okay, let's launch on

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Speaker 1: a plateau grand canyon during CES. I'll get the year right.

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Speaker 1: Julie Hunt, Welcome to the show. Jolie is the founder

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Speaker 1: and CEO of Hunt and Gather. Jolie, Ladies, we've been

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Speaker 1: about getting you on this show since I think we

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Speaker 1: like first fell in love on that plateau. I think

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Speaker 1: it's true, um although I think you just stopped calling

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Speaker 1: it a plateau. As a PR person and as brand people,

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Speaker 1: it's the actual Grand Canyon. We just I'm not trying

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Speaker 1: to brand it. I'm not trying to brand it. I

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Speaker 1: just want people to understand like we were in helicopters

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Speaker 1: and we didn't like go to the ridge. We were

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Speaker 1: in the so we met in Hunt Gather is a

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Speaker 1: marketing communications agency. But I think what's so special about

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Speaker 1: hung Gather is you are the influencer to the influencers

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Speaker 1: that influence. That is the truth, right. Alexa and I

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Speaker 1: were talking a little bit getting ready for this interview,

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Speaker 1: saying like, when you get an invite from Julie, you're

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Speaker 1: more focused on the fact that you got an invite

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Speaker 1: from Julie than what the invite is too. And I

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Speaker 1: think that just really speaks to the level of taste

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Speaker 1: maker that you are in our industry, putting together and

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Speaker 1: convening um thought leaders, influencers, experts to create these unforgettable

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Speaker 1: not just experiences, but conversations and connections. Where did you start.

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Speaker 1: Let's talk about that, Like before we get into the

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Speaker 1: how like, where did you start? Start at the beginning,

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Speaker 1: Start at the beginning. Well, look, I mean, I think

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Speaker 1: the simplest answer is that both of my parents could

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Speaker 1: talk to anyone, and they were both in sales jobs,

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Speaker 1: and there was always a vibe, there was always energy.

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Speaker 1: It was like, let's go do the thing, whether the

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Speaker 1: thing was, you know, motorcycle riding or catching crayfish or

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Speaker 1: my mom taking me to you know, haggle for a

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Speaker 1: very very tiny gemstone on street in the city. And

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Speaker 1: so I don't know. I think I think the simple

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Speaker 1: answer is other people give me energy. Right. I want

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Speaker 1: to be around people and it doesn't even really matter

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Speaker 1: what kind of ball as long as they are kind,

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Speaker 1: engaging and kind of down for whatever. Right. I think

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Speaker 1: we're living through a moment. I'm sure we'll come to it.

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Speaker 1: But there's so much conjecture about who you are in

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Speaker 1: this digital sphere. And I've always been a little bit

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Speaker 1: more analog in my taste, and and I like people

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Speaker 1: in real life, right. And my my little adage is,

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Speaker 1: you know, know if you're an energy giver or an

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Speaker 1: energy taker. And if you're not sure of the answer,

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Speaker 1: I'll tell you. How do you know, how do you know?

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Speaker 1: You know? Right? You know if you if you walk

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Speaker 1: into a room or you call someone and you're like,

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Speaker 1: you know, your posture is a little bit taller, like

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Speaker 1: you smile, you're not like like I don't want to

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Speaker 1: talk to this person. And so I do think that, um,

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Speaker 1: you got to pay attention to that. And so my, um,

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Speaker 1: the accolades you've kindly bestowed upon me, I don't I

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Speaker 1: don't know that there that they were as purpose full

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Speaker 1: as you may think. It was like I just I

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Speaker 1: liked who I liked, right, And it could be a chef,

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Speaker 1: it could be a model, it could be a marketer.

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Speaker 1: It really didn't matter to me. Um what people did.

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Speaker 1: It was like, well why do you do that? Right?

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Speaker 1: And so I think sometimes you know, some of my

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Speaker 1: closest friends are people that I invited to something because

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Speaker 1: I just thought they would be amazing. Um. And so

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Speaker 1: I don't know, it's it's been a gas. How did

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Speaker 1: that translate into a business, well but professional before we

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Speaker 1: get to hunt and gather? How did it translate into

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Speaker 1: your life as a I mean you were a chief

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Speaker 1: marketing officer and communications How did that all translate? Look,

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Speaker 1: my big break was when I started running communications for

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Speaker 1: the ft right. So if I look at people in

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Speaker 1: my life that are now I'm like, how did they

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Speaker 1: let me do that? And you know, I traveled all

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Speaker 1: over the world with the editor Lionel Barber, who remains

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Speaker 1: a dear friend to this a I'm actually helping him

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Speaker 1: launch his book, so you know, people come back. And

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Speaker 1: I just had this amazing uh front row seat to

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Speaker 1: um Global news and politics and so. And I really

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Speaker 1: had a champion. I think that's the big secret here.

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Speaker 1: And as somebody at a very tender age who said

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Speaker 1: you do what you do, I would go in and

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Speaker 1: you know, to the head of the Asia Society and

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Speaker 1: they were, you know, fifty years older than I was,

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Speaker 1: and I just did not want to see me, and uh,

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Speaker 1: you know, and I was always very polite, and I said, um,

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Speaker 1: you can dismiss me as much as you want. I'm

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Speaker 1: the one who's going to get the thing done that

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Speaker 1: we're trying to do. And I guarantee you you're gonna

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Speaker 1: want to hug me by the end of this meeting.

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Speaker 1: When I think, growing up in a newsroom, you just

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Speaker 1: get a nose for hey, that that is the kernel

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Speaker 1: in that whole story that is interesting, and I feel

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Speaker 1: like that has has had some transference in my life

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Speaker 1: for events or people or brands or partnerships were like

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Speaker 1: who woa woa waa, Like hold on that that thing

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Speaker 1: in line six that you has rolled over, that's actually

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Speaker 1: the money shot, right and so um from the FT,

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Speaker 1: I went to Reuters and so Reuter's and Thomson Reuters

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Speaker 1: became really the grown up version of the f T

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Speaker 1: job that I had, Right, I ran Global PR and

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Speaker 1: then I took on Brand. I moved to London for

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Speaker 1: a couple of years, and and that was the job.

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Speaker 1: I got that job at thirty, and that was the

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Speaker 1: job that really gave me a platform to bring people along, right,

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Speaker 1: And and I just never had an issue playing nice

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Speaker 1: with others. It was like, hey, there's there's enough, but

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Speaker 1: I just want to do the work. And I feel

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Speaker 1: like it was like the golden era of work being

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Speaker 1: about the results you can produce in about the politics.

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Speaker 1: And I was recruited to a O L. You know,

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Speaker 1: it was the first time I was a CMO at

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Speaker 1: a publicly traded company, and from like week three, it

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Speaker 1: was really not a fit. And look, it took me.

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Speaker 1: It took me the better part of a year to

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Speaker 1: get over that experience, and like, had I not had

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Speaker 1: such a support of husband and like home life to

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Speaker 1: kind of weather that moment um, and like a beautiful

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Speaker 1: thing happened. I know, you just had Malcolm on um

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Speaker 1: a few months ago, but I got I got a

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Speaker 1: call from Jacob Weisberg, who was running Slate, and I

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Speaker 1: got a call from Tina Brown, who was running The

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Speaker 1: Daily Beast, and and they said a version of the

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Speaker 1: same thing. Tina said, I love your fabulous I don't

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Speaker 1: know what the funk is going on over there, but

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Speaker 1: but I need you to come with me to Davos

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Speaker 1: and plan a dinner for Melinda Gates. Pack your bags.

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Speaker 1: And I was like, all right, um, great, I'm free.

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Speaker 1: And Jacob said, hey, we're doing this thing with Ge

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Speaker 1: and we're doing this road show around Middle America and

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Speaker 1: we need someone to like wrangle the mayor's and some

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Speaker 1: press and like a whole bunch of town halls. I

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Speaker 1: was like, oh, you know, you need a cruise director,

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Speaker 1: like perfect I can be your cruise director. And so

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Speaker 1: this this beautiful thing started happening where friends, mostly friends

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Speaker 1: from media, started calling and saying, hey, I've always wanted

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Speaker 1: to work with you. I could never really afford you

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Speaker 1: as a you know, full time all singing, all dancing,

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Speaker 1: So could we do this project? So, by the way,

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Speaker 1: full circle moment, I worked on the road show for Growth.

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Speaker 1: It's heard here that's amazing. So that just as I

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Speaker 1: was listening to you talk about it, I'm like, how

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Speaker 1: has it taken until this point to realize we were

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Speaker 1: always destined to be on the road show to something together? Jolie.

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Speaker 1: But I want to go back to something you said,

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Speaker 1: right You said you just know how to get in

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Speaker 1: an execute. And Alex and I talk a lot about

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Speaker 1: the conceptual side of the business, and there are so

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Speaker 1: many great ideas that exist in the world. But being

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Speaker 1: able to to land the plane, that's magic. And we've

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Speaker 1: just seen you consistently do that in all sorts of

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Speaker 1: capacities and clearly some of the the names and company

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Speaker 1: you were just talking about. I have to imagine the

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Speaker 1: pressure that comes of putting on some of those events,

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Speaker 1: but yet it seems like it just comes so natural.

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Speaker 1: So how do you know how to execute? What's the thing? Can?

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Speaker 1: Is there a secret formula that maybe is not so secret?

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Speaker 1: I mean, I am a bull um. I mean, I

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Speaker 1: just do not take no for an answer like ever.

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Speaker 1: And I don't mean that is am uh, I have

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Speaker 1: rough elbows. I actually feel like I am quite um

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Speaker 1: kind in the process, you know, Like I feel like

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Speaker 1: I'm I'm not I'm not a win at all costs

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Speaker 1: type of person, but I am a get it done

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Speaker 1: at all costs type of person. And I think it's

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Speaker 1: also and again it sounds cheesy, it's just like the

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Speaker 1: output is so important to me. It always has been

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Speaker 1: so like people that can write decks all day and

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Speaker 1: think big thoughts and strategize that like with literally like

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Speaker 1: it's like watching pain drive for me, I started a

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Speaker 1: business so I would never have to write a deck again.

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Speaker 1: Ps I failed, Um, But I think that, I mean,

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Speaker 1: I will, I will taunt you like a house until

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Speaker 1: I can get it done right. So I'm trying to

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Speaker 1: hire right now. And I have asked no less than

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Speaker 1: fifty people for recommendations, and I follow up with their recommendations.

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Speaker 1: I find them on LinkedIn, I find their emails, I

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Speaker 1: write to them. So I mean, I think it's a

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Speaker 1: I think it's like a pride thing. But I also

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Speaker 1: I'm like that in my real life anyway too. It's

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Speaker 1: like I sometimes don't even realize it, but I'm just

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Speaker 1: I always feel like if I'm not moving forward, I'm

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Speaker 1: moving backward. I love the fruits of people's labor standing

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Speaker 1: for something and um and look, I don't get it twisted.

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Speaker 1: I mean I've never I've never really thought there's like

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Speaker 1: this epic nobility to this work, right, Like it should

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Speaker 1: be fun, it should be light, it should be an experience.

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Speaker 1: You should you should leave happier than when you came, right,

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Speaker 1: And so I think for me, it's always been around like,

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Speaker 1: how can how can this work that I do be

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Speaker 1: a bright spot in someone's day? Right? And can they

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Speaker 1: make a new friend? Can that friend ten years from

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Speaker 1: now remind them of this this moment of generosity they

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Speaker 1: shared or a stupid little joke. And so I have

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Speaker 1: a lot of help, is the answer. Right. I have

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Speaker 1: people around me who pride themselves on like getting that

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Speaker 1: boulder up the hill, and they do it because they

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Speaker 1: care about the same thing. I think, if you can

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Speaker 1: have people on your side, they want to work hard

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Speaker 1: for you. And that's always been my mentality. It's like

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Speaker 1: the old you know, more bees with honey and and

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Speaker 1: I've never understood why people don't just put a dollar

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Speaker 1: of of something good in it. For others, You're thoughtful

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Speaker 1: in how you think about getting those connections made um

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Speaker 1: and where they're made. So how do you think about that?

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Speaker 1: Like is there any method to your madness? Right or

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Speaker 1: is it just a kind of natural inclination because you're not.

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Speaker 1: I just want the audience to know this put and

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Speaker 1: gather works for huge fashion houses to industrial companies like

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Speaker 1: GE and IBM two, massive publishers, vice media companies, etcetera.

430
00:25:22,119 --> 00:25:26,160
Speaker 1: It's not just brand and fluffy thought leadership. This is launching,

431
00:25:26,359 --> 00:25:31,600
Speaker 1: this is launching products technologies. The thing that the differentiates

432
00:25:31,720 --> 00:25:33,760
Speaker 1: people is like some people are just like that would

433
00:25:33,760 --> 00:25:36,200
Speaker 1: be fun, and I'm like, I'm gonna make six calls

434
00:25:36,280 --> 00:25:38,160
Speaker 1: right now and see if I could pull this off,

435
00:25:38,440 --> 00:25:40,919
Speaker 1: and like we're just gonna do it. So talk about

436
00:25:41,000 --> 00:25:44,080
Speaker 1: that that curation element of like do you go into

437
00:25:44,160 --> 00:25:49,280
Speaker 1: planning these um experiences looking for a particular outcome or

438
00:25:49,320 --> 00:25:52,480
Speaker 1: is there a general sense of feeling you try to

439
00:25:52,560 --> 00:25:56,760
Speaker 1: create or conversation you're trying to, you know, make happen.

440
00:25:57,359 --> 00:26:00,320
Speaker 1: I'd say fifty of the time I have a I

441
00:26:00,400 --> 00:26:03,080
Speaker 1: have a rough sense of the palette, right, So I

442
00:26:03,520 --> 00:26:06,600
Speaker 1: never have like this is what needs to happen. Um,

443
00:26:07,000 --> 00:26:09,399
Speaker 1: I feel like there's it's a lot more art and

444
00:26:09,480 --> 00:26:12,239
Speaker 1: science in that respect. I think I have, you know,

445
00:26:12,400 --> 00:26:16,960
Speaker 1: eight thousand people in my my phone contacts, and um,

446
00:26:17,000 --> 00:26:20,800
Speaker 1: I just have a weird brain for details and memories.

447
00:26:21,040 --> 00:26:24,879
Speaker 1: Um I remember what someone was wearing, I remember the

448
00:26:24,960 --> 00:26:28,680
Speaker 1: detail about their daughter, or you know what gave them

449
00:26:28,680 --> 00:26:31,920
Speaker 1: heartburn when they were pregnant. And it's it's not put

450
00:26:32,000 --> 00:26:35,160
Speaker 1: on rights, it's just sort of human nature for me now,

451
00:26:35,320 --> 00:26:38,000
Speaker 1: I think I had to learn that early on a

452
00:26:38,040 --> 00:26:41,119
Speaker 1: sidebars that I sold cars when I was in high school.

453
00:26:41,240 --> 00:26:44,560
Speaker 1: It's like the hardest job I was. I was fifteen,

454
00:26:44,640 --> 00:26:46,720
Speaker 1: I couldn't drive, I did not have a license, and

455
00:26:46,760 --> 00:26:48,960
Speaker 1: I worked for a car dealership in a state, New York.

456
00:26:49,040 --> 00:26:51,480
Speaker 1: And I swear this is what gave me this skill.

457
00:26:52,040 --> 00:26:54,280
Speaker 1: And you would need these people on the lot that

458
00:26:54,320 --> 00:26:57,359
Speaker 1: were coming to you know by a by a ner

459
00:26:57,560 --> 00:27:02,040
Speaker 1: used Dodge car truck, right, And so they would come

460
00:27:02,200 --> 00:27:04,960
Speaker 1: and they'd say their name and then three minutes later

461
00:27:05,320 --> 00:27:07,439
Speaker 1: you would forget their name and I would think, like,

462
00:27:07,640 --> 00:27:11,400
Speaker 1: how am I going to sell this person a car?

463
00:27:11,680 --> 00:27:14,400
Speaker 1: If I just literally am not addressing them by name,

464
00:27:14,680 --> 00:27:17,920
Speaker 1: and so I would I would ask for their license,

465
00:27:18,000 --> 00:27:20,040
Speaker 1: and I didn't even need their license, by the way,

466
00:27:20,080 --> 00:27:23,320
Speaker 1: and I would go and I would make a copy

467
00:27:23,320 --> 00:27:25,000
Speaker 1: of the license, and I would literally just sit there

468
00:27:25,000 --> 00:27:28,879
Speaker 1: and be liked red Red, Red, Red Fred, like I

469
00:27:28,880 --> 00:27:31,480
Speaker 1: would sing the names. And I think as a result,

470
00:27:32,119 --> 00:27:35,119
Speaker 1: I just got so good at remembering people's names and

471
00:27:35,200 --> 00:27:37,520
Speaker 1: faces and what they said. By the way, how many

472
00:27:37,560 --> 00:27:40,359
Speaker 1: cars yourself? How many cars as youself? Guys? I sold

473
00:27:40,560 --> 00:27:43,399
Speaker 1: three cars the first day I sold cars. Ye, I

474
00:27:43,480 --> 00:27:45,880
Speaker 1: knew it. I believe it. I got really good at

475
00:27:45,920 --> 00:27:49,199
Speaker 1: like learning people's Like people will tell you anything you

476
00:27:49,240 --> 00:27:51,119
Speaker 1: need to know about them, you just have to listen,

477
00:27:51,440 --> 00:27:55,880
Speaker 1: right and um and my right. But people that want

478
00:27:55,920 --> 00:27:59,560
Speaker 1: to network, right, which is I find such a weird

479
00:27:59,640 --> 00:28:02,600
Speaker 1: kind of crass word you're going in to learn? Right,

480
00:28:02,640 --> 00:28:05,159
Speaker 1: And it's like you could be in a room of

481
00:28:05,160 --> 00:28:08,080
Speaker 1: a hundred and there could be one interesting person and

482
00:28:08,160 --> 00:28:10,720
Speaker 1: like that to me is successful, Like that's a great

483
00:28:10,800 --> 00:28:13,760
Speaker 1: night if you walk out of a place with one

484
00:28:14,000 --> 00:28:17,399
Speaker 1: resonant relationship that didn't exist before you went there, Like,

485
00:28:18,200 --> 00:28:21,680
Speaker 1: how great is that? I want to know how all

486
00:28:21,760 --> 00:28:24,800
Speaker 1: of this it's a mindset. It's a mindset. It's a

487
00:28:24,840 --> 00:28:27,880
Speaker 1: mindset and his behavior. How does it relate to your business?

488
00:28:27,920 --> 00:28:32,880
Speaker 1: Do you think about taking on or not taking on clients? Yes, right,

489
00:28:33,440 --> 00:28:35,720
Speaker 1: with the same kind of criteria. I mean, we have

490
00:28:35,760 --> 00:28:40,360
Speaker 1: a really great range of clients and friends from birch

491
00:28:40,480 --> 00:28:43,240
Speaker 1: Box to dal Jones to A T and T to

492
00:28:43,800 --> 00:28:48,080
Speaker 1: Athleta to Universal Standard to Barry's boot Camp, UM to Amazon,

493
00:28:48,320 --> 00:28:51,800
Speaker 1: and there's some really cool emergent tech brands UM. So

494
00:28:51,960 --> 00:28:55,160
Speaker 1: I for me, it's never about the company. It's about

495
00:28:55,200 --> 00:28:58,080
Speaker 1: the people. And if I also then happen to love

496
00:28:58,320 --> 00:29:02,320
Speaker 1: the company, then I will consider it UM. And sometimes

497
00:29:02,960 --> 00:29:05,840
Speaker 1: I make myself like the company because I'm just so

498
00:29:05,920 --> 00:29:11,200
Speaker 1: obsessed with the person um. But you know, like like

499
00:29:11,240 --> 00:29:13,760
Speaker 1: I'm going to do something with the fertility business. I

500
00:29:14,240 --> 00:29:16,800
Speaker 1: literally know the like go to zero and then just

501
00:29:16,920 --> 00:29:20,000
Speaker 1: keep going down about fertility Like I don't know anything

502
00:29:20,000 --> 00:29:22,360
Speaker 1: about it, but I'm obsessed with the people behind it.

503
00:29:22,480 --> 00:29:26,160
Speaker 1: And I'm like, you know what, it's it's right for revolution,

504
00:29:26,440 --> 00:29:28,840
Speaker 1: and it's so important to women in our you know,

505
00:29:29,000 --> 00:29:32,719
Speaker 1: age group and peer groups. So okay, I can learn that.

506
00:29:32,880 --> 00:29:35,360
Speaker 1: And I think that the coolest thing about having your

507
00:29:35,360 --> 00:29:37,640
Speaker 1: own company, which I can't believe I learned in my

508
00:29:37,760 --> 00:29:42,280
Speaker 1: like mid late thirties, is like choice, right, I can

509
00:29:42,320 --> 00:29:45,240
Speaker 1: work on like a juice brand, a fashion company, a

510
00:29:45,280 --> 00:29:49,560
Speaker 1: big telco, like work with Kanye West. Like there's there's

511
00:29:49,640 --> 00:29:52,280
Speaker 1: no two plans that you're like, oh, just dust off

512
00:29:52,280 --> 00:29:54,040
Speaker 1: the plan for so and so and give it to

513
00:29:54,240 --> 00:29:58,760
Speaker 1: like it's all custom and and it's really hard to recruit.

514
00:29:59,000 --> 00:30:02,720
Speaker 1: And I'm recruiting. If anybody listening, what are you hiring for? Yeah,

515
00:30:02,880 --> 00:30:07,640
Speaker 1: I'm hiring for people for ACE. People who are grounded

516
00:30:07,640 --> 00:30:12,520
Speaker 1: in communications, who can instill confidence in clients and their teammates,

517
00:30:12,640 --> 00:30:16,400
Speaker 1: and who either are pillar project managers or have amazing

518
00:30:16,440 --> 00:30:20,040
Speaker 1: relationships in the world, just like ACE. Humans who are

519
00:30:20,040 --> 00:30:22,080
Speaker 1: hot shit of the work, right, and that can be

520
00:30:22,200 --> 00:30:24,720
Speaker 1: ten years experience, that can be twenty years experience, that

521
00:30:24,760 --> 00:30:27,160
Speaker 1: can be two years experience. Right. I just hired three

522
00:30:27,200 --> 00:30:30,440
Speaker 1: people last month, and so I'm really hiring sort of

523
00:30:30,520 --> 00:30:34,640
Speaker 1: account director, senior account director VP levels. I want to

524
00:30:34,680 --> 00:30:36,600
Speaker 1: talk about some of the things that you've said that

525
00:30:36,720 --> 00:30:39,479
Speaker 1: really resonated with me, and I want to turn them

526
00:30:39,480 --> 00:30:41,880
Speaker 1: into for brands how brand should think. So you were

527
00:30:41,920 --> 00:30:46,760
Speaker 1: talking about selling amazing but I mean such a simple lesson,

528
00:30:47,320 --> 00:30:51,480
Speaker 1: but selling and knowing something about them, caring and listening.

529
00:30:51,720 --> 00:30:54,400
Speaker 1: How do brand start connecting at a time where connection

530
00:30:54,440 --> 00:31:02,720
Speaker 1: has been completely right, bifurcated, demolished, It's confusing and now

531
00:31:02,760 --> 00:31:05,160
Speaker 1: it also feels in some In some cases, I think

532
00:31:05,200 --> 00:31:07,080
Speaker 1: a lot of brands feel like if they're trying to

533
00:31:07,080 --> 00:31:09,680
Speaker 1: connect with their audiences or trying to connect with their buyer,

534
00:31:10,040 --> 00:31:13,719
Speaker 1: did they can overstep but it can feel inauthentic and

535
00:31:13,800 --> 00:31:18,760
Speaker 1: finding that that that kind of not only unique place

536
00:31:19,160 --> 00:31:22,040
Speaker 1: where they can fill a role, but also real place

537
00:31:22,160 --> 00:31:24,120
Speaker 1: I'm not gonna say authentic, but real place they can

538
00:31:24,160 --> 00:31:25,640
Speaker 1: fill a role. How do you How do you think

539
00:31:25,640 --> 00:31:28,440
Speaker 1: about that? How should brands think about that? I think

540
00:31:28,680 --> 00:31:31,160
Speaker 1: I think we're in the in a moment where people

541
00:31:31,200 --> 00:31:35,080
Speaker 1: want to feel spoken to and seen right. So I

542
00:31:35,160 --> 00:31:38,760
Speaker 1: look at a project we just had the great pleasure

543
00:31:38,800 --> 00:31:41,080
Speaker 1: of working on with Athletic, which is part of Gapping

544
00:31:41,360 --> 00:31:45,440
Speaker 1: and an amazing b corps. You know, nineties percent women

545
00:31:45,760 --> 00:31:49,280
Speaker 1: UM employed and female run and it's a business that

546
00:31:49,320 --> 00:31:53,479
Speaker 1: really stands for something and they just expanded into truly

547
00:31:53,760 --> 00:31:58,880
Speaker 1: inclusive sizing and UM they're certainly not the first and

548
00:31:59,120 --> 00:32:01,800
Speaker 1: thinking about how they show up in that way. It

549
00:32:01,840 --> 00:32:05,320
Speaker 1: was it was so simple yet so powerful, and that

550
00:32:06,200 --> 00:32:09,520
Speaker 1: they decided to be truly inclusive and equal, so that

551
00:32:09,720 --> 00:32:13,000
Speaker 1: the mannequins are inclusive. Right, that you're not going to

552
00:32:13,040 --> 00:32:15,640
Speaker 1: Iraq in the back of the store on the you know,

553
00:32:15,680 --> 00:32:19,040
Speaker 1: the back right if you're a size to X right,

554
00:32:19,120 --> 00:32:23,040
Speaker 1: that is mixed in with the size xcess and um,

555
00:32:23,080 --> 00:32:26,440
Speaker 1: all employees are getting training on how to make sure

556
00:32:26,440 --> 00:32:30,360
Speaker 1: people feel welcome and seen and that it's a place

557
00:32:30,440 --> 00:32:33,600
Speaker 1: for them. And so I think, look, I'm no expert

558
00:32:33,640 --> 00:32:36,520
Speaker 1: at this, but I I think if you can just

559
00:32:37,520 --> 00:32:40,560
Speaker 1: really think about and be in the shoes of the

560
00:32:40,600 --> 00:32:45,000
Speaker 1: people that you are marketing to, selling to, understanding like

561
00:32:45,040 --> 00:32:47,520
Speaker 1: how does this fit into their life? Is this a necessity?

562
00:32:47,560 --> 00:32:50,800
Speaker 1: Is this a luxury? Like could you not buy clothes

563
00:32:50,880 --> 00:32:53,680
Speaker 1: before unless you bought them online? Like that's a that's

564
00:32:53,720 --> 00:32:57,400
Speaker 1: a major major breakthrough, right. It seems to also be

565
00:32:57,440 --> 00:33:02,680
Speaker 1: the moment of collaborations and also just where where um,

566
00:33:02,720 --> 00:33:05,680
Speaker 1: you know, two plus two equals five. I think about

567
00:33:05,680 --> 00:33:09,800
Speaker 1: everything in terms of customization and how can you It's like,

568
00:33:09,880 --> 00:33:12,960
Speaker 1: what's happening in the zeitgeist? What's the gut? What's like

569
00:33:13,000 --> 00:33:16,240
Speaker 1: what are people talking about and how do you immediately

570
00:33:16,680 --> 00:33:21,400
Speaker 1: catch that flame? And and how do you think about that? Right? Well,

571
00:33:21,400 --> 00:33:23,840
Speaker 1: we have a lot of collaborations coming out of this.

572
00:33:24,920 --> 00:33:28,840
Speaker 1: But before you go, we're gonna go to our game, Jolie.

573
00:33:28,920 --> 00:33:31,240
Speaker 1: What would you kill? What would you get rid of?

574
00:33:31,520 --> 00:33:35,120
Speaker 1: What would you buy? What would you do yourself? I

575
00:33:35,160 --> 00:33:39,920
Speaker 1: would kill reply all and about a third to a

576
00:33:39,920 --> 00:33:42,960
Speaker 1: half of all technologies right now that can reach me.

577
00:33:43,840 --> 00:33:48,320
Speaker 1: I feel like in any given day, I have LinkedIn

578
00:33:48,520 --> 00:33:51,240
Speaker 1: pings and people are texting me, people are slacking me.

579
00:33:51,240 --> 00:33:54,000
Speaker 1: I'm on the zoom calls, I'm getting email like I

580
00:33:54,080 --> 00:33:58,480
Speaker 1: just if anyone please don't invite me to clubhouse, Like

581
00:33:58,920 --> 00:34:02,120
Speaker 1: just just don't. I'm never gonna go there, like I

582
00:34:02,160 --> 00:34:05,960
Speaker 1: didn't go to Second Life, Like I just I feel

583
00:34:06,000 --> 00:34:09,120
Speaker 1: like it's just it's like too much, you know, it's

584
00:34:09,120 --> 00:34:12,920
Speaker 1: so so The thing that I would kill is like people,

585
00:34:13,600 --> 00:34:16,840
Speaker 1: people repeatedly but in different mediums, trying to reach you.

586
00:34:17,040 --> 00:34:19,520
Speaker 1: It's like, hey, I just slapped you on the text.

587
00:34:19,560 --> 00:34:22,680
Speaker 1: It's like, okay, well give me four minutes and maybe

588
00:34:22,680 --> 00:34:25,080
Speaker 1: I'll get back to It's so I don't know. For me,

589
00:34:25,120 --> 00:34:27,960
Speaker 1: it's like it's like too much. I can't have a

590
00:34:28,000 --> 00:34:31,719
Speaker 1: creative thought because I'm just like like batting away all

591
00:34:31,760 --> 00:34:36,960
Speaker 1: of these ridiculous messages. I love the delete reply all.

592
00:34:37,160 --> 00:34:40,080
Speaker 1: I love that. Okay, what would you what would you buy?

593
00:34:40,400 --> 00:34:43,680
Speaker 1: I buy a lot of stuff for my kids. Um

594
00:34:43,800 --> 00:34:47,360
Speaker 1: and my eBay habits like I am less lemon, like

595
00:34:47,400 --> 00:34:53,160
Speaker 1: I buy braws on eBay um so, like I genuinely do. Oh,

596
00:34:53,640 --> 00:34:55,920
Speaker 1: I love a good eBay purchase, like, by the way,

597
00:34:55,920 --> 00:34:57,719
Speaker 1: the thing to know about me? What was your like

598
00:34:58,040 --> 00:35:02,400
Speaker 1: eBay purchase? Um uh ug slippers for my husband and

599
00:35:02,480 --> 00:35:06,000
Speaker 1: a snowsuit for my son. And I think I'm Mandolin.

600
00:35:08,480 --> 00:35:11,520
Speaker 1: What would you do yourself that you're not already doing?

601
00:35:12,480 --> 00:35:15,440
Speaker 1: And I'm not already doing. I hate doing things myself.

602
00:35:15,719 --> 00:35:21,279
Speaker 1: Um my, my, I am a champion outsourcer um so

603
00:35:22,239 --> 00:35:24,600
Speaker 1: I don't want to do anything that I'm not already doing.

604
00:35:25,120 --> 00:35:27,560
Speaker 1: In fact, I want to do fewer things. If people

605
00:35:27,600 --> 00:35:29,160
Speaker 1: want to get in touch with you to talk all

606
00:35:29,239 --> 00:35:32,960
Speaker 1: things hunt and gather uh and or apply for these

607
00:35:33,000 --> 00:35:35,680
Speaker 1: open positions you have, or just to hear about your

608
00:35:35,760 --> 00:35:39,600
Speaker 1: latest purchases on eBay, how can they get in touch

609
00:35:39,640 --> 00:35:44,200
Speaker 1: with you? They can email me July at Hunt Gather

610
00:35:44,360 --> 00:35:53,840
Speaker 1: dot com we'll see you soon. Thanks jolly big, Thanks Julie.

611
00:35:54,000 --> 00:35:55,520
Speaker 1: I hope the next time we see you, we don't

612
00:35:55,520 --> 00:35:57,680
Speaker 1: have to wait to be in the middle of the

613
00:35:57,719 --> 00:36:02,160
Speaker 1: Grand Canyon during see I go back to the conversation

614
00:36:02,200 --> 00:36:05,200
Speaker 1: we had with Bob Pittman, what's the need you're filling?

615
00:36:05,560 --> 00:36:10,160
Speaker 1: When you look at how Jolie approaches putting people together

616
00:36:10,360 --> 00:36:16,200
Speaker 1: to inspire, encourage, there's a deliberate intent and how she

617
00:36:16,280 --> 00:36:19,000
Speaker 1: approaches it, and it's filling the need, that's right, not

618
00:36:19,120 --> 00:36:22,440
Speaker 1: just I think of what she's hired to do, but

619
00:36:22,560 --> 00:36:25,080
Speaker 1: also to ensure that the people who are participating are

620
00:36:25,160 --> 00:36:30,120
Speaker 1: also walking away with an experience, which, by the way,

621
00:36:30,280 --> 00:36:33,839
Speaker 1: I would imagine creates more business, you know. And so

622
00:36:33,880 --> 00:36:37,160
Speaker 1: it's interesting to think about not just the need of

623
00:36:37,200 --> 00:36:40,640
Speaker 1: what you are convening people for, but the need of

624
00:36:40,640 --> 00:36:44,279
Speaker 1: the people participating on the other side of that engagement. Yeah,

625
00:36:44,320 --> 00:36:47,440
Speaker 1: I agree, And I think going back to the very

626
00:36:47,480 --> 00:36:50,600
Speaker 1: top of the conversation with what we're talking about around

627
00:36:50,719 --> 00:36:56,279
Speaker 1: the greater economy, the passionate economy, this idea of individualism

628
00:36:56,280 --> 00:37:00,640
Speaker 1: that is starting to become really loud we lee loud.

629
00:37:02,160 --> 00:37:04,480
Speaker 1: I think it's so exciting and I think when you

630
00:37:04,520 --> 00:37:11,000
Speaker 1: put different voices together, collaborating on influence and point of

631
00:37:11,080 --> 00:37:16,360
Speaker 1: view that has completely diverse perspectives, it starts to become

632
00:37:16,440 --> 00:37:20,400
Speaker 1: really exciting. Around how do you start to cater to

633
00:37:20,440 --> 00:37:24,000
Speaker 1: your audience and how do you start again? Laura like

634
00:37:24,520 --> 00:37:29,120
Speaker 1: use a simple format like direct mail, right, And I

635
00:37:29,160 --> 00:37:31,319
Speaker 1: believe at one point at the top of the show,

636
00:37:31,360 --> 00:37:33,560
Speaker 1: there used to be a line that said, if you

637
00:37:33,640 --> 00:37:39,120
Speaker 1: program for everyone, you program for no one. Laura. You know,

638
00:37:39,160 --> 00:37:41,319
Speaker 1: people think that the show has been only around for

639
00:37:41,360 --> 00:37:43,760
Speaker 1: four years, but I gotta tell them it's been around

640
00:37:43,800 --> 00:37:47,920
Speaker 1: eight we just weren't on air. There are people, a

641
00:37:47,920 --> 00:37:50,759
Speaker 1: few in particular that I I am thinking about, who

642
00:37:50,840 --> 00:37:53,400
Speaker 1: say I don't need to listen to the podcast. I

643
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Speaker 1: get it every day, But Alexa, there's nobody I'd rather

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Speaker 1: be doing this with. So thank you for showing up

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Speaker 1: and challenging me all day in every way. Um, I

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Speaker 1: love doing this, I love talking with you and all

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Speaker 1: of our guests, and four years feels like a graduation,

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Speaker 1: but I have a feeling we're just getting started. So

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Speaker 1: thank you at Landia. Big thank you to Bob Donald, Carter, Andy,

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Speaker 1: Eric Gayle Val, Michael Jen. We appreciate you thank you

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Speaker 1: so much for this opportunity. We'll see you in two weeks, Okay,