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30 Minutes with Gary Vaynerchuk: My Thoughts

I'€™ve never classified myself as a fan boy.

Growing up as a first-generation Italian-American, we were taught that no one is better than anyone else, and that if you want to achieve something,you work hard until you can do justthat.

Well, the message from my parents and grandparents has now come full circle when I spoke to Gary Vaynerchuk for the Brand Boost Podcast.

There was a time I really didn'€™t like what Gary had to say. Not because I thought Garywas a bad guy, or because the things he said were wrong, butbecause it was information I had heard every day, for my entire life. I would listen and think to myself, are people really listening to a man tell them what to do and who is saying what mydad had been talking about for 30 years?

As with most boys, we finally get it at some time around the age of 30. I began to realize that Gary'€™s message wasn'€™t what you should be doing, rather, what he is doing and how it works for him.

It all seems so obvious, however, at the time, I couldn't distinguish my ass from my elbow.

Making Unlikely Connections

Social media has allowed us to connect to people from all walks of life, all over the globe,at any time we want. Twitter has really allowed me to make global connections that would have been nearly impossible to cultivate any other way.

Of course, this doesn�€™tcome through osmosis. (Not sure if that even make sense, but my dadused to tell me all the time, so its become a habit. Thanks pops.)

I was fortunate enoughto connect with Gary on numerous occasions here and there on socialmedia channels. Quick tip: if you�€™re looking to get on someone'€™s radar, add value to their conversations. If they see no value inwhat you have to say, you won�€™t land on their radar anytimesoon.

Gary is no different. Gary takes note of people that interact with his posts, people that comment, people that share and people that add real value to the conversations.

This couldn'€™t have been more evident after my interview with him.

The VaynerMedia Experience

I can'€™t say enough great things about how awesome the team is at VaynerMedia. From the moment Amy Schmittauer and I walked in the door, we were treated great. We were a bit early, so we were asked to hang tight in the lounge while the smiling young lady offered us water and other beverages.

As show time got closer,D-Rock and India came out to greet us and welcome us to the office. (We got to record in the same room Gary records all his episodes of #AskGaryVee. Pretty freaking cool.)

As hard at work the employees are, they make time to say hi, flash a smile or offer you something to make you comfortable. Mad props to Gary and team for building an awesome environment for people to actually want to beat work and be happy to be there.

The Interview

I said at the outset, I'€™m not a fanboy of anyone. This helps me remain calm in situations that others are too excited to act normal in.

Here is the behind the scenes footage:

Throw that out the window. I was nervous.

Not about being in front of Gary, or the live audience on Facebook of over 1,000, or with D-Rock recording DailyVee, but nervous because of the massive amount of respect I had truly gained for a man who out-hustles everyone else. A man, so focused on his goals, that he doesn't care what others think of his drive.

You see, I finally understood what it meant to truly appreciate one's hustle. The short time we spent chatting would have meant just as much to me if we hadn't recorded it. The fact that I felt like the only person in the room (even while he ate three yogurts, see above) meant more to me than anything.

Gary is a man who keeps his word, delivers on his promises, and delivered some amazing content that everyone can learn from. How else could I describe the day other than mission: accomplished?

Head over to Twitter and say hi @vincenzolandino or let's snap on Snapchat: vincenzolandino

Who is Gary Vaynerchuk?

Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world's hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding VaynerRSE, a $25M investment fund.

About Vincenzo Landino:

Vincenzo is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the founder and CEO of Aftermarq, a digital ad agency specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Mazda, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, Homes.com, SAP, Tinder, and Zoomph.

Outside of his professional life, Vincenzo is a die-hard Steelers fan, avid golfer and wine maker.

Voice Over Artist, Rachel Creveling

Rachel owns Belle Strategies, a social media marketing company specializing in turning followers into customers. She has been providing voice over talent for 6 years and has recorded for TV, Radio, and Podcasts. Find her at www.bellestrategies.com.

Enjoy the podcast? Give us a rating or a review on iTunes!

On today's show, we talk to Ryan Sonnenberg, Digital Marketer for SAP North America, and also a millennial. 

We talk to Ryan about how he is making the unconventional happen at such a giant enterprise multi-national corporation. Some of his answers may sound incredibly simple to implement, but the bottom line is that you have to get out there and do it to get the attention of the managers and bosses above you.

Mentioned in this episode:

• William Ury TED Talk: The walk from "no" to "yes"
• Growth Matters Network
• "Life At" collaborative project between Aftermarq & SAP

What does Ryan Sonnenberg say about Ryan Sonnenberg?

My name is Ryan. It's great to meet you! Hopefully, you can learn a bit more about me by reading below, but feel free to connect - I would love to hear your story. Ever since I grew up I have had an entrepreneurial spirit. My family and friends can recall me running around the house putting SKU's on anything and everything in sight and coercing them to play "store." As an early adopter of marketing principles, data analytics, and my 'hand-drawn signs", I quickly learned that in order to be successful I had to keep my head down, study hard and ask all the questions in the world. My entrepreneurial, people-loving spirit is what guides me to this very day. Hearing stories is my passion and just as equally, I love to share stories! SAP has over 40 years of Best Practice experience in the General Business space. So whether you are a Consumer Goods Manufacturer to a Professional Services company, I would love to hear and share stories with you. We can talk about your goals in the next few years, or even talk about your next big venture!  For me, it isn't all work and no play, though. I love spending time as a community advocate and usually spend my free-time with various charities across Arizona. I am far afraid of getting my hands dirty so I have dug out Buffelgrass, Painted Schools, Taught Kindergartners, established non-profits and even established my own 501(c)(3). From TEDxTucson to Habitat for Humanity, I know that we can change the world, even if it's one nail at a time. I love meeting new people, learning about your business and Starbucks. I am an avid urbanite and can often be found downtown, so I am sure we can find a place near to connect! If you want to chat online, I can do that too. Twitter: @ryantsonnenberg

About Vincenzo Landino:

Vincenzo Landino is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the CEO and Head of Innovation at Aftermarq, video content consultants, specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Homes.com, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, SAP, Tinder, and Zoomph.

About SAP:

SAP SE (Systeme, Anwendungen und Produkte in der Datenverarbeitung; "Systems, Applications & Products in Data Processing") is a German multinational software corporation that makes enterprise software to manage business operations and customer relations. SAP is headquartered in Walldorf, Baden-Württemberg, with regional offices in 130 countries. The company has over 335,000 customers in over 180 countries. The company is a component of the Euro Stoxx 50 stock market index.

 

On today's show, we talk to Ryan Sonnenberg, Digital Marketer for SAP North America, and also a millennial.

We talk to Ryan about how he is making the unconventional happen at such a giant enterprise multi-national corporation. Some of his answers may sound incredibly simple to implement, but the bottom line is that you have to get out there and do it to get the attention of the managers and bosses above you.

Become a supporter of this podcast:

https://anchor.fm/brandboost/support

With social media today, it's so easy to get lost in the noise. Many people ask me how to build a personal brand. It's a lot of work, it takes dedication and it requires providing value.

However, here are 7 tips for you to get yourself started down the path of a personal brand.

1. GET TO KNOW YOURSELF!

This takes reflection and understand of WHO you are and accepting that person fully.

2. KNOW HOW YOU WANT TO PRESENT YOURSELF

Decide where you're going to 'play' and how you are going to do it.

3. ADD YOUR OWN FLAIR

What are your passions or hobbies? Favorite sports team? Be sure to show that off. Don't be afraid to show that flair!

4. BE CONSISTENT WITH YOUR MESSAGING

Your words and actions, everywhere, must match. Consistency = Integrity.

5. TAKE ACTION

Take action! Go out there and get it done. It starts with YOU and ends with ACTION.

6. BE YOUR BRAND!

You are your biggest advocate.

7. Surround yourself with a good team 

Andiamo!

About Vincenzo Landino:

Vincenzo Landino is a brand correspondent, speaker, and live streaming strategist. He has worked with brands such as Applebee's, Barilla Pasta, DC United, Homes.com, SAP, Tinder and more!

         

Amazon.com Inc. will acquire Whole Foods Market Inc. for $13.7 billion, a bombshell of a deal that catapults the e-commerce giant into hundreds of physical stores and fulfills a long-held goal of selling more groceries.

Amazon agreed to pay $42 a share in cash for the organic-food chain, including debt, a roughly 27 percent premium to the stock price at Thursday's close. John Mackey, Whole Foods' outspoken co-founder, will continue to run the business -- a victory after a fight with activist investor Jana Partners that threatened to drive him from power.

The deal sends shockwaves across both the online and brick-and-mortar industries. Grocery chains plunged on Friday -- Wal-Mart Stores Inc. fell as much as 7.1 percent, while Kroger Co. tumbled 17 percent -- as investors worried that woes will mount in the increasingly cutthroat industry. Amazon and Whole Foods weren't always seen as obvious partners, but Mackey has been under pressure to find an acquirer after Jana disclosed a more than 8 percent stake and began pushing for a buyout. That prodding irked Mackey, who has referred to Whole Foods as his "baby" and to Jana as "greedy bastards."

By enlisting Amazon, he gets to keep his job as chief executive officer of the grocery chain while giving the stock price a jolt. It jumped 27 percent to $41.98 as of 11 a.m. in New York, bringing it close to the transaction price. Amazon shares gained 2.9 percent to $992.11. 

Amazon gets a network of stores where it can implement decades' worth of experiments in how people pick, pay for and get groceries delivered. The Whole Foods deal is an acknowledgment that it can't build its own physical footprint quickly enough alone. CEO Jeff Bezos will try to recast Whole Foods' ailing business, likely starting with upgraded technology, in much the same he has upended book selling, retailing, newspapers and other industries.

Amazon to buy Whole Foods Walmart to buy Bonobos About Vincenzo Landino Vincenzo Landino is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the co-founder and CEO of Aftermarq, video content consultants, specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Homes.com, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, SAP, Tinder, and Zoomph.

Are brands allowed an opinion in the modern media landscape? In the news recently, Under Armour CEO has been in the crosshairs over his comments that alluded to President Trump being "good for business."

However, did the media tell the entire story? And more to the point, are brands allowed to have an opinion, or must they be responsible to their shareholders in a way that creates no waves?

Joining hosts Robert Hix and Vincenzo Landino are Savannah Peterson with Savvy Millennial and Antigone Peyton at Cloudigy Law.

About Savannah Peterson

Savannah Peterson is the Founder and Chief Unicorn of Savvy Millennial where she helps the people, products and brands she loves grow. Savannah was named to the 2016 Forbes 30 Under 30 list in Consumer Technology, and is a respected voice in innovation and community engagement.

Savannah works with authors, startups and companies, developing go-to-market strategies and building communities. She thrives on product development and launch journey and is a super-connector of people, resources and audiences. Prior to Savvy Millennial, Savannah was the Director of Innovation Strategy at Massive Labs & Speck Design where she helped create new consumer electronics. In her New York City life, Savannah was the Director of Global Community at Shapeways, the world's largest 3D Printing community, where she empowered and enabled over 25,000 3D Printing businesses.

A true hardware nerd, Savannah has helped friends, clients, and fellow creatives raise over $4.5M through crowdfunding. Before diving head first into design, Savannah worked at Fox Sports Northwest, the Center for Communication and Civic Engagement at the University of Washington, and founded her own Social Media Marketing Agency, Savvy Marketing Seattle. She travels the world as a public speaker, most recently featured at the Air New Zealand Inspiring Voices series, Kiwi Landing Pad Sales and Marketing Jam, South by Southwest, the Silicon Beached Festival, the Ford Research and Innovation Lab, Gasparilla Interactive, Social Fresh and more. An avid mentor for women and men in tech, she mentors and teaches at Stanford, NYU, and PACE University.

She has been featured in/on Forbes, the BBC, NBC, The Wall Street Journal, Gizmodo, CNET, The Verge, and others. When not geeking out, she's tasting wine and romping through the wild blue yonder with her rescue mutt, Martini. Savannah thrives on empowering innovative minds. This takes shape in many forms; keynote speaking, panel moderating, teaching, mentoring, livestreaming, vlogging, podcasting, hosting and any other excuse to have fun in front of a creative audience.

About Antigone Peyton

Antigone focuses on intellectual property litigation and IP portfolio management and growth strategies involving patents, trademarks, trade secrets, and copyrights. Her litigation and counseling experiences also include unfair competition, DMCA violations, computer fraud, and social media issues. Antigone has acted as lead trial counsel and appellate counsel in federal civil lawsuits across the United States and has a significant litigation practice in the Eastern District of Virginia (the "Rocket Docket"). Additionally, Antigone has represented clients before the Patent Trial and Appeal Board (PTAB), in the U.S. Patent and Trademark Office (USPTO), and before the Trademark Trial and Appeal Board (TTAB).

Antigone has been recognized among Virginia Super Lawyers and Virginia Legal Elite for her work involving intellectual property law. She has also been honored with an Influential Women of Virginia award for outstanding efforts in law and her community contributions, which includes a STEM mentorship program for students interested in careers involving scientific research and innovation.

Antigone's clients range from technology start-ups to international corporations. She has represented companies involved in high stakes intellectual property litigation over technologies that range from pharmaceuticals and medical devices to Internet, software, cyber security, telecommunication, and aerospace technologies. Antigone has significant experience involving e-discovery related technologies and practices. She has also helped consumer products companies manage and grow brand-related assets, including companies focused on fitness, food, cosmetics, and apparel products.

Having worked for both a trial judge at the U.S. International Trade Commission (ITC) and an appellate judge at the Court of Appeals for the Federal Circuit (Federal Circuit), Antigone brings a practical perspective to her litigation and client counseling practice.

Before she founded Cloudigy Law, Antigone was a litigator at Finnegan, Henderson, Farabow, Garrett & Dunner LLP, in Washington, DC and managed the firm's electronic litigation working group on e-discovery. Before law school, Antigone conducted scientific research involving clinical and pre-clinical biophysics and magnetic resonance studies at a large university medical center. This experience sharpened her focus on business needs and the practical aspects of innovation efforts when crafting legal solutions—a perspective often missing in the legal field.

She does much more than legal work, though. Antigone is an avid fruit and vegetable gardener and enjoys growing heirloom tomatoes in the summer.

About Rob Hix

Lifetime small business owner with a passion for live video production, commercial audiovisual systems, and broadcasting. I'm an employer, employee, executive and janitor all wrapped into one amazing career. Innovation and outside-of-the-box solutions are my "sweet spot". I live my life in my own self-interest, to the benefit of my employees and clients. I work best with those who place a premium on their lives and exchange value-for-value to achieve their goals.

Enlightened Audiovisual is a comprehensive A/V design, installation and live video production firm serving the commercial and federal markets. We are a partner-based company that provides embedded expertise in the field of video conferencing, collaboration and livestreaming systems. We specialize in enterprise-level deployments throughout North America that are centrally-managed and maintained, with expertise in Cisco TelePresence, Polycom, Crestron, Skype for Business and many online livestreaming platforms.

About Vincenzo Landino Vincenzo Landino is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the co-founder and Creative Director of Aftermarq, video content consultants, specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Mazda, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, Tinder, and Zoomph.

PewDiePie has been in the news as of late for insensitive videos he created off the backs of a partnership with Disney and as part of the Google Preferred Advertiser Program. 

With both brands dropping him, many have asked: "how can brands be safe from influencers?" 

In this riveting discussion Rob Hix and Vincenzo Landino are joined by Roberto Blake and Chris Brogan as they discuss this with a live audience.

Articles of reference:

Washington Post

Forbes

Chris Brogan

About Chris Brogan

Chris Brogan is CEO of Owner Media Group , providing strategy and skills for the modern business. He is also a highly sought after professional speaker and the New York Times bestselling author of nine books and counting. His latest is called Find Your Writing Voice.

Chris has spoken for or consulted with the biggest brands you know, including Disney, Coke, Google, GM, Microsoft, Coldwell Banker, Titleist, Scotts, Humana Health, Cisco, Sony USA, and many more. He's appeared on the Dr. Phil Show, interviewed Richard Branson for a cover story for Success magazine, and once even presented to a Princess. People like Paulo Coelho, Harvey Mackay, and Steven Pressfield enjoy sharing their projects and best ideas with Chris, because they know he'll share them with you. Tony Robbins had Chris on his Internet Money Masters series. Forbes listed Chris as one of the Must Follow Marketing Minds of 2014, plus listed his website as one of the 100 best websites for entrepreneurs. Statsocial rated Chris the #3 power influencer online.

Most importantly, Chris provides education and tools to help you make your life and your business thrive, by teaching you which actions will get you what you want. Through books, speeches, courses, and workshops, Chris is dedicated to helping you grow your capabilities and connections and to getting you to that next level of success, no matter where you are in the process right now.

About Roberto Blake

Roberto Blake is the CEO and Creative Director of Create Awesome Media, LLC., where he develops and produces digital content and online media properties. Currently he is the host of a popular Creative Education Channel on YouTube, "Always Be Creating". Roberto also host and co-produces the "Create Something Awesome Today Podcast", in partnership with Liebsmedia.

As a practictioner in video marketing, Roberto has a background in advertising, marketing and brand development based in a long career in the creative services industry. Leveraging skills in Graphic Design, Photogaphy and Video Editing, Roberto uses his versatility as and advantage in social media platforms and content that rely on these advanced skills.

As a Public Speaker he covers a variety of topics that fall within his wheel house such as: video marketing, personal branding, entrepreneurship, career development, and social media. He has attended various events as a speaker including PePCon, AdobeMax, Vloggerfair, and HOW Desigm LIVE.

About Rob Hix

Lifetime small business owner with a passion for live video production, commercial audiovisual systems, and broadcasting. I'm an employer, employee, executive and janitor all wrapped into one amazing career. Innovation and outside-of-the-box solutions are my "sweet spot". I live my life in my own self-interest, to the benefit of my employees and clients. I work best with those who place a premium on their lives and exchange value-for-value to achieve their goals.

Enlightened Audiovisual is a comprehensive A/V design, installation and live video production firm serving the commercial and federal markets. We are a partner-based company that provides embedded expertise in the field of video conferencing, collaboration and livestreaming systems. We specialize in enterprise-level deployments throughout North America that are centrally-managed and maintained, with expertise in Cisco TelePresence, Polycom, Crestron, Skype for Business and many online livestreaming platforms.

About Vincenzo Landino Vincenzo Landino is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the co-founder and Creative Director of Aftermarq, video content consultants, specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Mazda, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, Tinder, and Zoomph.

Brian Fanzo joins Vincenzo Landino on the Brand Boost Podcast to talk about LinkedIn's new changes, Facebook's LIVE updates and the future of live video.

About Brian Fanzo Brian is a leading voice of the millennial generation in digital media. He has 10+ years experience managing, deploying and training enterprises and small businesses on cyber security, community management, collaboration, digital marketing, video conferencing and social business. As a technology and social media strategist, Brian's presented at numerous technology conferences, as well as quarterly presentations for the Federal Government Joint Chiefs of Staff and on-site in Iraq and Afghanistan for the United States Army.   His passion for change and people is evident as he delivers keynotes on topics ranging from employee advocacy and social selling to personal branding. He was recently awarded the Top 25 Social Business Leaders of 2014 by IBM & The Economist Intelligence Unit.   Currently he's the Chief Change Officer at iSocialFanz while also hosting two weekly twitter hangouts #SbizHour & #Cloudtalk and also is the cohost of the SMACtalk podcast. (Social, Mobile, Analytics, Cloud)  

About Vincenzo Landino:

Vincenzo is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the founder and Creative Director of Aftermarq, a video consultancy specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Mazda, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, Tinder, and Zoomph.

Outside of his professional life, Vincenzo is a die-hard Steelers fan, avid golfer and wine maker.

 

When Kathy Klotz-Guest approached me about doing a co-created piece of content, I wasn't sure what to think. A co-written piece of content, like a blog? I know it's been done before, but wasn't sure what we'd have in common enough to get two trains of thought down into one post.

Of course, you must try everything at least once in life, so I decided to roll with this. Besides, how painful could it be? Kathy is a rockstar, hilarious and super smart. Plus, she just wrote a book, so I knew she could help with the whole writing thing. Oh yea, go get her book here.

The Setup

Kathy Klotz-Guest and I chatted a few weeks back on the Brand Boost Podcast. In fact, that episode is so good, here it is for you to listen to:

We chatted about improv and marketing, Happy Days, how "human" – yes, still an important word – has also ironically jumped the marketing shark in many ways, and why all marketers should think like improvisers whose central tenet is "yes and." That is how improvisers build scenes together. This means you accept a statement made to you and add onto that idea so you are co-creating in a purposeful way.

I'm a great improviser. Kathy is the improv queen. This was a match made in content heaven.

Of course, we also talked about all of this in the context of Kathy's new book: "Stop Boring Me! How to Create Kick-Ass Marketing Content, Products and Ideas Through the Power of Improv."

Kathy believes this, and I couldn't agree more: every marketer and businessperson, for that matter, should take an improv class.

So, we chatted, it was a great conversation and when we were almost done chatting, we talked excitedly about how improv is fundamentally about being collaborative. The recording stopped, and there we were, talking for another 30 minutes about this stuff. Naturally, we were both uber-excited about this new-found friendship and realized that this is how content creation can be better.

What's ironic is that this flies in the face of a very specific barrier to being more open and more collaborative with other parts of the organization and with customers for creating great content – control. In short, companies that think they control the brand are not only misguided (there is no such thing); they are getting in their own way when it comes to creating better content with others.

Here we were, Kathy and I, 'yes-and-ing' each other on an idea that needed to be written. And that conversation inspired the list below. And, in true "improv" fashion, we wanted this article to be a collaborative effort as well. Kathy started some of the ideas, I added and we polished it up for our audiences.

Without further adieu…

The Ten Brand and Content Commandments 

 

The customer always has the final word on the brand. It doesn't matter what you say about your brand or products, if your customers aren't happy or advocating for you, you have nothing.

Great content comes from saying "yes and" to customers. Great content starts and never ends. It just evolves. For example, a great piece of content that is created around customers' passions can be the beginning of powerful serial storytelling. "Yes, and-ing" is an ongoing process. It's a mentality and the way marketing should operate.

Great content comes from saying "yes and" to great employee and partner ideas – to ideas that come outside of marketing and the organization. Employees closest to the customer and working on day-to-day brand details have the best story ideas. They are the ones interfacing with the customers consistently. Empowering those employees to tell their stories is saying 'yes' (and!) to more sales. It's a no brainer.

All employees are storytellers, and they are the best brand champions. You don't think that only the CEO of a big company has a great 'rags-to-riches' type story, do you? I am yes, and-ing that, Vincenzo. That means not empowering your best employee advocates is a big mistake. These people are the human face and lifeblood of your company. And customers trust people that appear to be like themselves (the "they're like me" effect).

Marketing must always make others look good. (The improv corollary is "Make Your Partner Look Good"). This mentality has disappeared in the selfie era. Good marketing must listen to what customers (and employees) want and deliver on those things, putting 'marketing' egos aside.

Marketing's job is to bring the best stories to light wherever they come from. Allowing the best content to come to light creates value rather than trying to control it. By doing this, marketing creates brand value, rather than being a bottleneck and "cost center."

A strong brand trusts the best employees to represent it because without them there is no "brand." Great brands trust people because that's what engages people – other people.

A strong brand lets go of total content control because creating content with others makes it better. The reason Kathy and I are writing this together is because it's better with more viewpoints and ideas being tossed around. In turn, that content is better for you, the reader, because you've opened up your world to two different perspectives rather than one. It's a win-win-win!

A brand must evolve to be better by showing how it helps people. Kathy, I'm going to "yes, and" you here by adding that, not only showing that they help people, but sincerely care about people. In my professional opinion, this is something that brands are really missing. It's time to go beyond saying you care about your customers, and prove it by actually giving a crap. How does a brand give a crap? Employees need to be empowered. Culture needs to shift. Change is imminent. To many, this sounds like the millennial mindset, yet it's time we consider this to be the only mindset. Can we get an Amen?!

A great brand isn't afraid to embrace its imperfection. A brand must own its mistakes and stop trying to be perfect. Customers already know you are not perfect, and the good news is they don't expect you to be. Perfect doesn't exist. Real brand content that talks about mistakes, missteps and is human is way better than content that never shows any vulnerability, humor or human personality. If a brand wants to be human, then be it consistently. Stop saying it and do it. Be it.

There you go: our Co-created Brand and Content Commandments. Kathy and I hope we've started a trend that brands, marketers, publishers and thought leaders can follow. It's really an important mindset that can shift the way you do business and be more human without having to announce that you are.

What can you do better by co-creating with employees, customers, and partners?