Podcast: The Tony Robbins Podcast
So for those who aren't aware - Tony is kind of a big deal. Tony is an entrepreneur, best-selling author, philanthropist and business strategist. He is also a recognized authority on the psychology of leadership, negotiations and organizational turnaround, he has served as an advisor to leaders around the world for more than 38 years as well as being an author of five internationally bestselling books. His podcast is relatively new, having only been launched a few months ago. In this episode he discusses marketing.
'75% of small businesses do not have a marketing strategy'
'As a small business owner, you have to think about why they your unique. Not better'
Tony's passion is intoxicating. You have to understand why, this doesn't need to be rational, like 'Better ingredients, better pizza'. It can be in line with Mary Kate's cosmetic line which focuses on empowering women. Make media choices based on your uniqueness.
The key here is building fans. Start by asking WHAT do we stand for. Culture is king. It's the one area of business that baffles even the greatness minds. How do we get people within our organisations as well as our customers to believe in what we believe in. The culture of a company is it's DNA.
'Every decision needs to meet the company's core values'
Core values come from the heart and mind of the founder. You need to set a system. As a founder you need to set a system. You need to deeply consider what you want life is like within your organisation, why you exist and what your vision is. These factors will drive who you hire, who you partner with and what the vibe will be like in the office. When interviewing candidates, you need to clearly see the alignment between your company values and their personal value system. As a candidate, you need to look at the leaders of the organisation, not simply how they operate at work but outside of work. This may not always be easy to asses, but it will give you a deep insight into the type of organization you will be joining.
Zappos is the company Tony tends to point to as a gold standard for company culture. Their founder Tony Hsieh was fixated with customer service. When he said he would be selling womens shoes online he was told he was mad! Everyone who joined the company had to be 'obsessed' with looking after the customer. The culture remit was 'Great fun and a little weirdness'.
To listen to the full podcast click here.