Clarity Compressed with Paul J. Daly

I’ve been getting myself into a little trouble lately. I just don’t understand how the conflict of interest in the current agency model has lived on for so long. Charging clients fees which are based on a percentage of ad spend just seems crazy to me. Some of the metrics justifying that spend seem even crazier. Most of them aren’t even tied back to meaningful measurables.

All this talk about the broken agency model has some people on the defense, and that’s ok. I’ve been on the defense plenty being in business for the better part of two decades.

Guess what? Having to defend my position and beliefs made be better and that is also my hope for the marketing industry.

This is probably my nerdiest podcast to date as I get into some of the mechanics of digital marketing, but the nerdery is necessary. Next week, we get incredibly practical as I submit what I think is a step toward solving the problem.

Let’s get that CLARITY

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Would you rather spend your marketing dollars on ads, or on content that’s created to optimize lasting brand connection? There is an existing conflict in the ad world that is forcing many organizations into ad spend that is out of balance. Because the economy is good right now, I feel like no one is paying attention and I want to start the conversation.

We all know that conflicts of interest are never a good thing. This is because the conflict makes it impossible to make an objectively good decision and someone always loses when they shouldn’t have to. I see one of the most common agency models to be caught in the middle of a MAJOR conflict of interest and I think it’s time we talk about it.

Agencies who charge a “management fee” which is a percentage of the ad spend, are incentivized to spend your ad dollars where you could (and should) be spending brand development dollars.

When the economy changes, the brand-tax bill is going to come due and I’m hoping I can help more businesses avoid it.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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A lot has changed in the business world since I first ventured out to start my own business with a few thousand borrowed dollars and a rusty 1984 Chevy Astro. In the 17 years since there are so many things that 2019 Paul would have been able to teach 2003 Paul. I guess that’s why experience really matters.

Mentors also matter and I didn’t have nearly then as I do now. As I’ve racked up a little experience, I’m finding it very fulfilling whenever I have the chance to help someone else avoid the mistakes and misunderstandings I had back then.

That being said, as I recorded a recent episode of my “Clarity Compressed Podcast”, I shared three things I wish I knew when I started my business and would like to share them with you with the hopes that they can contribute to your journey.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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I recently visited Bergstrom Automotive, a dealership group out in Wisconsin, and a thought came to me. Are you doing something because it’s relevant to the culture, or are you being authentic with yourself in what you do?

A lot of different businesses wear suits and ties at the office… But is it because it looks cool? Probably not. Is there something more to it? In most cases, I hope so.

For Bergstrom Automotive, they wear suits out of respect for their customers. Now the question is, do the customers know that too? Or is your business just another stressful environment for people, especially the moment they see a suit and tie. Your brand hangs in the balance of WHAT you do and how well you communicate WHY you do what you do.

You can make a brand connection. Not every suit and tie needs to be intimidating.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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Is mental agility the new indicator of how successful a leader or organization will be? Maybe so. You may think of “mental agility” as the ability to switch tasks quickly or, to use a trendy word ‘pivot’. However, this week's guest, Dr. Nicole Lipkin, brings the focus to something I believe to be more potent.

She defines mental agility as working to adopt a mindset and approach that is as open to change as possible. I believe this to be a rational approach, mainly because the inability to be agile or flexible is what actually gets us stuck.

The hardwiring in our brains is literally designed to maintain equilibrium. It is natural to resist mental agility. So, the good news is that it’s not your fault. You can’t control nature. However, we can significantly improve our mental agility with some good, old fashioned self-awareness.

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Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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I remember a popular self-help book back in the late 90’s called “Don’t Sweat the Small Stuff”. If you’ve been in business since then, you probably remember it too. It proposed a way to position all the problems and situations in your life so they didn’t overrun your thoughts and cause you anxiety.

Even though I agree with some of that thinking, my years of experience have taught me that it all matters in business, relationships, and personal growth…even the smallest of things.

May all the small things add up to BIG things.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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Check out the More Than Cars Movement here. 

There is a dark side to visionary leaders that often gets lost in the midst of the allure and appeal of progress. It’s like many relationships in life where we overlook the downside because the upside is good. In reality, BOTH sides of behaviors are effecting your ability to move forward and grow. So, who showed up for work today? The visionary or the arsonist?

On my recent vacation I read a book named DO/SCALE by Les McKeown which increased by awareness of this dichotomy. Generally speaking, the book is a practical guide to scaling an organization. For me, it quickly became a practical guide in self-awareness as it introduced some common traits of visionary leaders.

In this weeks episode, I talk about the blessing and curse of visionary leadership and how you can best keep moving forward.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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I’m dating myself when I tell you that, as a kid, I played a game called “Mike Tyson’s Punch Out” on the original NES (Nintendo Entertainment System). In real life, Mike Tyson was an insane boxer to watch. Full of power and antics. A real entertainer out of the ring and straight-up vicious inside the ring, often knocking out opponents in seconds.

“Everyone has a plan until they get punched in the face…” was a (paraphrased) quote that Tyson made during an interview. Basically meaning, you can plan all you want, but when that first blow lands, you find out what you are really made of. You find out the TRUTH.

These days I hear people talking about the concept of “your truth” and I feel like it is being misused in many ways. I understand that it is good to not live under the judgment of others, however, it is dangerous to think that “your truth” IS reality in every area. It isn’t.

THE truth is what you find out about your level of preparedness and competency ONLY after that first punch lands.

Today I talk through this as it applies to a variety of areas. Relationships, your brand, your health and even athletics.

My hope is that this community is able to courageously ask the question, “What am I lying to myself about.” My hope is that we are ready to consider and accept what THE truth really is. My hope is that we pursue clarity together.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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Check out the More Than Cars Movement here. 

Have you ever chopped down a tree with an axe? I have! Swing after swing, I became tired, exhausted and almost had to stop. One of the worst moments was when I stood there breathing heavily with two thirds of the trees diameter cut out and the tree seems just as solid as it did when I took the first swing. It was crazy!

I kept swinging and finally heard a “crack”. That was encouraging. One or two more swings and then I pushed that tree right over.

That memory reminds me of what life is like for someone on a mission. Swinging away, day after day, seeing very little evidence of change. Then…”crack”!

In the midst of all the swinging, don’t forget to take the time to keep the axe share and the person swinging it fresh or you WILL burn out.

As I’m heading on vacation to Ocean City, New Jersey with my family productivity skyrocketing and my energy increasing. Maybe more vacations are a good thing ?!?!

It’s a short podcast this week but I wanted to emphasize how important it is to unplug from work every once in a while. You may think you’re slacking, but you’ll be shocked to see the progress made when you get back into the swing of things.

Take a break, and sharpen up then SWING AWAY!

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

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Check out the More Than Cars Movement here. 

It’s not easy to walk through an airport backwards, recording a podcast … ESPECIALLY when everyone else’s eyes are glued to their phones! But then I thought to myself: there’s a daily opportunity that your brand DOESN’T want to miss.

Think about it. There are 1,000s of people in an airport staring at their phones, consuming news, entertainment, or sending messages. What else is there to do in an airport anyways?! Now think about how many of those people could be a perfect customer for your brand. But are you even reaching them??

Just ask yourself how your brand connects with its current target audience. Are you staying within that bubble, or are you looking to expand for potential customers. It’s EASY to get a few impressions on social media; a retweet, like, or favorite, and go home thinking your business ‘grew.” Did it really though?

Playing the short-game is convenient, I can’t argue that. But tactics only go so far. The moment you stop taking that pill, the illness can come back. Think macro. Build a long-term strategy.

. . .

Get your copy of my first book at TheAutomotiveManifesto.com

. . .

pauljdaly.com
Connect with Paul J Daly on LinkedIn
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Check out the More Than Cars Movement here.