In episode 13 of the 2P1J Podcast, we welcome a special guest, Beau Ushay from Virtual Marketing Management. The discussion centers around a powerful concept: "Do Less Marketing Better." Beau shares his expertise on effective marketing strategies, emphasizing the importance of refining your marketing efforts to achieve meaningful results.

We dive deep into the world of marketing with Beau Ushay, exploring the idea that businesses should focus on doing less marketing but doing it better. The episode sheds light on the common mistakes made by businesses in their marketing approaches and how to create a more impactful strategy.

Beau highlights the value of quality over quantity when it comes to marketing. Drawing examples from renowned brands like Lululemon, we delve into the idea that a more targeted and refined marketing approach can yield greater results than spreading resources thin across numerous channels.

The conversation expands to understanding where your customers are on their journey and tailoring marketing efforts accordingly. Beau emphasizes the importance of meeting customers at various touchpoints and aligning marketing messages with their needs, desires, and pain points.

Beau touches upon the underutilization of marketing technology and tools available to businesses. He underscores the significance of leveraging technology to gain insights into customer behavior, preferences, and interactions to inform strategic marketing decisions.

The allure of various marketing platforms can lead to FOMO (Fear Of Missing Out) for business owners. Beau provides actionable advice on prioritizing customer connection and engagement. He advocates for a customer-centric approach, urging entrepreneurs to think from their customers' perspective and invest marketing efforts where they truly matter.

Connect with Beau Ushay:

Throughout the episode, Beau shares his valuable insights and experiences in the marketing realm. You can connect with Beau on LinkedIn at linkedin.com/in/beauushay and explore his expertise at virtualmarketing.management.

As the episode concludes, the key takeaways underscore the significance of focused, impactful marketing efforts that resonate with customers. The concept of "Do Less Marketing Better" serves as a guiding principle for businesses looking to enhance their marketing strategies and achieve meaningful results.

Join the Conversation:

Tune in to this episode of the 2P1J Podcast to gain valuable insights from Beau Ushay and Connel on the power of doing less marketing but doing it better. Be sure to follow us on [social media platforms] to stay updated on future episodes and join the conversation on effective marketing strategies.

If you found this episode inspiring and informative, we'd appreciate your support. Please consider leaving a review and sharing the podcast with fellow business owners who are seeking to refine their marketing approaches and drive impactful results. Your support helps us continue delivering valuable content to our audience.

Thank you for joining us on this insightful journey of marketing wisdom with Beau Ushay on the 2P1J Podcast. Stay tuned for more episodes that empower and educate business owners on their path to success.

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Welcome to Episode 12 of the 2P1J Podcast, where we take a reflective journey to explore how we arrived at this point and where we envision our future. In this special episode, aptly titled 'The Journey So Far,' we delve into the highs, the learnings, and the plans for the future.

Part 1: Bad's Box Questions We kick off the episode with some lighthearted banter as we dive into Bad's Box, a segment where we ask each other intriguing questions. From reflecting on our initial decisions to discussing the impact of podcast content on our own businesses, we explore a range of topics that have shaped our podcasting journey. We even touch on the infamous all blacks analogy and ponder whether sporting analogies can be overused.

Part 2: Learnings In this segment, we reflect on the valuable lessons we've learned throughout the podcasting process. We discuss the dedication and effort required to create a good podcast, emphasizing the importance of both of us being fully engaged in episode preparation. We acknowledge the significance of storytelling and the need to present content in a way that resonates with our audience. We also recognize the importance of maintaining a personable approach and injecting some humor, even if Hugh admits that his joke-telling skills might need improvement.

We humbly acknowledge that there are still areas we are working on. We discuss the art of performing a show, asking better questions, and providing thoughtful answers. We also address the challenge of building and engaging our audience, considering different show structures and the number of segments to provide the best listening experience.

Part 3: Outcome 2P1J 2.0 Looking towards the future, we share our vision for 2P1J 2.0. We highlight our focus on exploring the overlap between our professional and personal interests, which will help define our audience. We introduce the concept of 'taking our show on the road,' collaborating with real people to address the genuine challenges our audience faces daily.

Finally, we outline our plan for Season 2, which will build upon the success of Season 1 while incorporating exciting new elements. We express our enthusiasm for the upcoming episodes, promising engaging content and valuable insights.

Join us as we reflect on our journey, share our learnings, and unveil our vision for the future of the 2P1J Podcast. Together, we'll continue to inspire and educate as we embark on Season 2.

Thank you for being a part of our journey! Don't forget to subscribe, leave a review, and stay tuned for more insightful episodes.
Thank you for listening.

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In this special bonus episode, Connel and Hugh take a lighthearted approach as they review the first 10 episodes of the season. They engage in a playful Q&A session, throwing in some Uno cards to add to the fun. 

The duo kicks off the session by discussing the most impactful business learning from the previous episodes. They reflect on the valuable insights gained and the lessons that left a lasting impression. 

Continuing the conversation, Connel and Hugh explore what they should do more of in their own business lives based on the discussions they've had so far. They delve into the significance of certain actions and strategies and why they should be emphasized.

In a moment of audience feedback, it is revealed that some listeners found Connel cute. This leads to a humorous exchange as they ponder whether Connel resembles a young Macaulay Culkin or has a Chris Pratt-type of cuteness.

The duo also considers the opportunity for a do-over on a specific part of the first season. They take the chance to re-explain and provide additional clarity on a topic that may have needed more attention.

The conversation takes a playful turn as they discuss the potential appearance of Connel Elon Faulkner in future episodes, adding an element of curiosity and excitement.

They explore their evolving dynamics as hosts and reflect on how their impressions of each other may have changed after working together for 10 episodes. The question of who is the favorite between Gil and Hugh sparks a playful rivalry and friendly banter.

The discussion takes a thought-provoking turn as they explore aspects they disagreed with or didn't fully understand from the first 10 shows. They share their perspectives, highlighting the complexities and challenges of applying certain concepts in real-life business scenarios.

As they reflect on their favorite episode, they delve into the reasons behind their choices, discussing the valuable insights and experiences gained from those particular episodes.

Drawing on the theme of paradox, Connel and Hugh share any paradoxical learning they've encountered throughout the season. They explore the synergistic nature of ideas that may initially seem contradictory but ultimately complement each other.

The duo engages in a lively discussion about specific strategies from the first 10 episodes that they have applied in their businesses. They share their experiences, outcomes, and the positive impact of implementing those strategies.

They consider the most underrated business tool or strategy discussed in the previous episodes, shedding light on the importance of certain aspects that may not have received as much attention but hold significant value.

Looking ahead, they discuss which topic from the first 10 episodes they would like to revisit for a deeper dive. They explain the reasons behind their choices, emphasizing the potential for further exploration and gaining deeper insights.

Connel and Hugh reflect on how their perceptions and misconceptions about business have changed throughout the first 10 episodes. They discuss the transformative nature of the discussions and the evolving understanding they have gained.

They explore the episode that they feel they learned the most from, sharing the valuable takeaways and the reasons behind their choices.

In a final segment, they each amplify a piece of advice for the listeners, explaining the significance and impact of those particular insights.

As the episode concludes, Connel and Hugh invite the audience to share any business concepts they still find confusing, encouraging an ongoing dialogue and learning process. They express gratitude for the journey so far and the support from their listeners, promising more exciting episodes to come."

Thank you for listening.

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In this episode of the 2P1J Podcast, we delve into the fascinating topic of business culture and challenge your current perspective. Discover why your view of your business culture may be incorrect and explore the subtle changes and dynamics that often go unnoticed.

Business culture is like the personality of your company, encompassing shared beliefs, values, and practices that guide its operations. But understanding and accurately assessing your business culture can be challenging. It's a feeling as much as a tangible thing, and the compounding of thousands of actions over time shapes this intangible entity.

We explore the slow and subtle changes that can occur in your business culture over time. These changes may go unnoticed, yet they have the potential to significantly impact your organization's dynamics and effectiveness. By bringing awareness to these unseen shifts, you can proactively address them and align your culture with your mission and vision.

Perspective plays a crucial role in understanding your business culture. We discuss the influence of different viewpoints, including `those of leaders, managers, employees, and suppliers. Relying solely on your own perspective can create blind spots and prevent you from uncovering valuable insights. By considering multiple perspectives, you gain a more comprehensive understanding of your culture.

Auditing your culture is essential to ensure alignment with your desired or perceived culture. Without proper measurement tools, accurately assessing cultural alignment becomes challenging. We encourage you to evaluate whether your current culture aligns with your intended culture, enabling you to make informed decisions and take corrective actions.

The alignment between personal identity and business identity is key to shaping your culture effectively. By recruiting individuals who believe in and align with your culture, you foster a cohesive and authentic environment. We emphasize the importance of personal values in shaping overall culture and offer guidance on building teams that share similar values.

In conclusion, we recap the main points discussed in this episode. We encourage you to actively choose and shape your business culture based on your desired values. Recognize that culture takes time and is constantly evolving, requiring ongoing evaluation and consideration from multiple perspectives. Your daily actions matter, as they contribute to building your culture over time.

As we wrap up, we kindly ask you to support our show by leaving a written review. Your feedback helps us reach more business owners and inspire and educate others on their own two-paths, one journey. We appreciate your continued support and invite you to reassess your view of business culture and make intentional choices to shape it effectively.

Join us in this insightful episode as we challenge conventional thinking about business culture and provide practical insights to enhance your organizational culture.

Thank you for listening.

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In this episode of the 2P1J Podcast, we delve into the extraordinary life and leadership style of Bill Campbell. While many may not recognize his name, Campbell was a football coach turned mentor to some of the biggest names in the tech industry, including Steve Jobs, Larry Page, Sergey Brin, and Mark Zuckerberg. Today, we uncover the playbook for leadership that made Campbell so influential and respected.

We start by exploring Campbell's journey, from his humble beginnings as a college football coach to his transition into the business world. Despite initial setbacks and a lack of tech background, Campbell's unique leadership style propelled him to become a trusted advisor to industry giants.

One of the key aspects of Campbell's leadership was his ability to build trust. We discuss the importance of trust in a team and how Campbell fostered trust through practices like starting meetings with personal trip reports and embracing the full identity of team members.

We also explore Campbell's approach to healthy conflict. Rather than avoiding it, he encouraged open and constructive debate as a means of improvement and innovation. We share his strategies for promoting healthy conflict within teams and making decisions based on the best ideas, rather than consensus.

Commitment was another crucial element of Campbell's leadership philosophy. We discuss the significance of commitment, clarity, and buy-in within a team setting. Campbell believed in sticking to decisions made collectively, even if they didn't align with individual preferences, fostering unity and trust.

Accountability and delivering team results were also essential to Campbell's leadership playbook. We highlight his principles of accountability, such as confronting difficult issues and striving to win with integrity and teamwork. Campbell's emphasis on defining first principles and leading based on them provides valuable insights into effective leadership.

Throughout the episode, we share "Bill's Plays," which encapsulate Campbell's wisdom and teachings. These plays serve as practical guidance for becoming a great leader and building high-performing teams.

Join us as we explore the playbook for leadership inspired by the remarkable life of Bill Campbell. Learn from his experiences, practices, and unique leadership style to enhance your own leadership journey.

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In this episode of the 2P1J podcast, Connel and Hugh delve into the fascinating world of process management and its crucial role in achieving success. Drawing inspiration from Atul Gawande's book, "The Checklist Manifesto," to provide insights into effective process management.

In the rapid-fire review, Connel discusses the concept of "melting the ice" and the importance of persistence and breakthrough moments. Hugh shares his personal experience of implementing a pocket money allocation system in his family budget. They explore the benefits of this process and how following it helps avoid impulsive buying. 

From there, Connel and Hugh transition into a discussion about the challenges businesses face when transitioning from solopreneurship to team management. They emphasize the impact of simple mistakes on profitability and stress the significance of getting the basics right.

The core theme of the episode revolves around the power of process in business. Connel and Hugh explore various methods for managing processes, including SOPs, checklists, visual aids, and daily huddles. They touch upon the differentiation between these methods and reference 

Hugh takes the opportunity to explain the elements of a good everyday process, emphasizing the need for focus, ease of use, and delegation of responsibilities. They discuss empowering staff through delegation, using examples like Ritz-Carlton's customer service approach to highlight the importance of teamwork, accountability, and decision-making authority within processes.

Connel raises an intriguing question about why some people keep process checklists while others don't. Hugh clarifies the difference between record-keeping procedures and everyday processes, shedding light on common mistakes in process implementation and the detrimental effects of micro-management. They share an interesting story about Van Halen's brown M&M's clause, demonstrating how processes can be checked without resorting to excessive control.

The episode concludes with a focus on discipline in following processes. Connel and Hugh emphasize the leader's role in ensuring process adherence and creating a culture of discipline within the organization. They recap key takeaways, highlighting the importance of processes for consistent results and scaling a business. Business owners are encouraged to embrace and optimize their processes for long-term success.

As the episode wraps up, Connel and Hugh extend their gratitude to the listeners for tuning in. They offer a teaser for the next episode, which will delve into business leadership and culture, and invite the audience to engage with the podcast through their website or social media platforms.

Tune in to this episode of the 2P1J podcast to gain valuable insights into the power of process and how it can inspire and educate you to achieve your goals in business and beyond.

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Welcome back to the 2P1J Podcast, where we inspire and educate the business owner. In this episode, we tackle the question of how to avoid becoming the next Kodak and instead create a sustainable competitive advantage. 

We start with a Rapid Fire Review, where our hosts reflect on how the show has impacted them personally. Hugh reveals that he's better when he's exercising, and Connel shares his thoughts on not being too firm on one strategy. They discuss their recent episode, which ran long despite having a focus on getting clear, and the importance of the fail-forward mentality. 

Moving on to the main topic, we explore the concept of the Hedgehog Strategy and its role in defining a business's core focus. The Hedgehog Strategy is named after the simple and unassuming creature that relies on one strategy to protect itself from predators: rolling up into a spiky ball. Similarly, the Hedgehog Strategy emphasizes a single-minded focus on doing one thing exceptionally well, which can lead to sustained success. 

Our hosts share their experiences with defining their business's core focus, with Hugh recounting his previous experience and the importance of niche and economic drivers. They discuss the benefits of getting this right, including increased efficiency, adaptability, and sustainable competitive advantage. 

Throughout the episode, the hosts encourage audience engagement and reflection, asking listeners to consider if a Hedgehog Strategy could be important for their own business and if it could prevent them from becoming the next Kodak. 

In closing, they offer a call to action for listeners to engage with them on social media and their website. They remind listeners that by combining passion, the ability to be world-class at something, and an understanding of what makes money in their industry, they can create a formidable and successful business. 

So, if you're an entrepreneur looking to stay ahead of the game and avoid the mistakes of Kodak, tune in to this episode and learn how to define your business's core focus using the Hedgehog Strategy.

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Welcome to the latest episode of our podcast, where we're discussing the fascinating world of psychometric testing. Psychometric testing is a type of assessment that measures an individual's cognitive abilities and personality traits, providing valuable insights into values, motivations, preferences, behaviours, and interactions with others.

We began the show by sharing our personal experiences with psychometric testing, with Connel using it for recruitment to remove the gut feeling, and Hugh utilizing it as a personal development tool. We discussed how data-driven and repeatable the results can be, providing non-biased data points that help in the decision-making process.

The core theme of the show was the OCEAN model, evaluating the 'Big 5' personality traits, which include openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. We discussed how the test measures candidate scores on what are perceived to be the five main dimensions of personality, and how results show that candidates fall on a spectrum for each trait based on their responses. We also delved into the science behind the BIG 5, with smart people that score high in conscientiousness consistently proving to be the best performers, and how high scores in emotional stability (neuroticism) can also be a good indication, but not as reliable as conscientiousness.

We then discussed the Harrison Assessment, which is a more reliable test that focuses on intention and job satisfaction, linking traits to job effectiveness. We talked about how the test measures both positive and negative traits and how a reliability score of 80% or more indicates a trustworthy result. We discussed the science behind Harrison Assessments, which is based on the Enjoyment Performance theory, which has two parts - the Success Cycle and the Undeveloped Cycle, and how they're related to enjoying at least 75% of their work and how it relates to success.

Next, we had a brief discussion on task preferences and interest, with insights from both Connel and Hugh. We also talked about the Paradox Methodology, a unique aspect of the Harrison Assessment, which combines traits into 12 paradoxes that may appear contradictory but are actually synergistic. We discussed some examples of these paradoxes, such as the accountant who didn't like numbers and the leader who didn't want to lead, and how they relate to a coaching mindset and respectful candour. We also discussed paradox patterns and how they relate to performance management.

In conclusion, we explored the fascinating world of psychometric testing, discussing the benefits of using tests such as the OCEAN model and the Harrison Assessment. We hope that this episode has provided you with valuable insights into the world of psychometric testing and how it can help you make better decisions in recruitment, personal development, and overall job effectiveness.

er systems to differentiate between scenarios where the candidate has completed the task or witnessed the task. We can use the STAR Method to measure competency and skill in work-specific situations.

We can also improve reference quantity and variety so we're not receiving cookie-cutter feedback that lacks value. We can use reverse reference checks and Net Promoter Score (NPS) reference checks. Finally, we need to put it all together to give a candidate score based on our non-negotiable criteria.

Finally in step six, The decision-making process suffers when hiring decisions are made based on instinct over data, increasing the risk of wasted time and resources. Break the recruiting process into measurable sections so we can apply a measurable "score" at all stages. Understand the non-negotiables of a role to rule out candidates unable to help our organization excel. Mirror our top performers to avoid inconsistent hiring results and maximize organizational productivity.

Thank you for listening.

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We unpack the six steps to find the right candidate for your business. Connel and Hugh Share their mistakes and discussion the reasons behind this recruitment process.

First, we need to define the environment. People tend to succeed in the environment they are used to, and this is rarely analyzed during the recruitment process. We need to identify the structure of our business to ensure that candidates are suitable for our unique environment. Screen people against key business features, including size, industry, and ownership. Different cultures and norms vary based on the business size and ownership structure, which makes the environment familiar to someone acclimated within these waters.

Consider the following analogy and how your lifestyle would be affected in each scenario. The further away you move from your familiar environment towards the unknown, the less likely you can predict the outcome. Size is measured by the number of employees, not revenue, and different ownership structures drive different norms and cultures. Industry-related expertise may overlap with specifics in the job description, though a specific job may exist outside that industry.

The second step is to write killer advertising. We need to get on our favourite job board and copy what we like. We can use proven sales copy techniques to get attention, form connections, and drive candidate action.

The third step is effective pre-screening. We need to use a survey tool to set expectations and find good cultural fits. Implement a simple traffic light system to quickly and accurately filter candidates with confidence.

The fourth step is psychometric testing. It is a type of assessment that measures an individual's mental abilities and personality traits. It applies non-biased data points to measure a candidate's fit through fast, low-cost testing.

The fifth step is to implement effective systems for interviews and reference checks. We need to ask better questions and have better systems to differentiate between scenarios where the candidate has completed the task or witnessed the task. We can use the STAR Method to measure competency and skill in work-specific situations.

We can also improve reference quantity and variety so we're not receiving cookie-cutter feedback that lacks value. We can use reverse reference checks and Net Promoter Score (NPS) reference checks. Finally, we need to put it all together to give a candidate score based on our non-negotiable criteria.

Finally, in step six, The decision-making process suffers when hiring decisions are made based on instinct over data, increasing the risk of wasted time and resources. Break the recruiting process into measurable sections so we can apply a measurable "score" at all stages. Understand the non-negotiables of a role to rule out candidates unable to help our organization excel. Mirror our top performers to avoid inconsistent hiring results and maximize organizational productivity.

Thank you for listening.

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How to Set better goals using these tools.

Welcome to the 2P1J podcast, where we inspire and educate business owners. In this episode, we discuss goal setting with OKRs and getting everyone rowing in the same direction.

In the Rapid Fire Review, we summarize the first three shows and clarify the show's premise, values, and audience.

The show theme is goal setting pitfalls, why and how to set goals, and understanding goal setting. We begin by defining BHAGs and reminding ourselves that they should align with a company's purpose and values. We explain how to get from BHAGs to everyday goals and discuss the characteristics of good goal setting, such as being clear, specific, and visible.

We introduce the OKR framework, explain its meaning, and the advantages of using it to cascade goals through an organization. We break down the difference between objectives and key results and illustrate how OKRs work with an example from Measure What Matters. We also explore how to write a good objective using the SMART framework, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

We then apply the framework to our 2P1J BHAG and compare it to Connel's first BHAG. We set our quarterly objectives and key results and map them against the SMART framework. We also ask for the audience's engagement in helping us achieve our quarterly objective of getting 300 show downloads.

We discuss how to deliver the learning through action and encourage our listeners to put the frameworks into action.

In our Call to Action/Audience Engagement, we invite our listeners to share their goals, BHAGs, and ideas on how to help us hit our quarterly objective. We also thank our customers, the listeners, for their feedback and encourage them to tell their friends about the show.

In Closing the Loop, we summarize the key takeaways of the episode and ask ourselves if we lived our values for the show and delivered on our purpose. We also give a preview of the next week's show, which is about people.

Thank you for listening to 2P1J, where we inspire and educate business owners.

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