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Creatives Meet Business

Listen in on what industry experts had to say at the latest Creatives Meet Business event. Host Ashland Viscosi curates and shares the best content and tips from the live events to help creatives and artists transition into creative entrepreneurs.
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Now displaying: December, 2017
Dec 27, 2017

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector).

This episode features Rachel Clemens, Chief Marketing Officer at TradeMark Media, who joined us in June during our roundtable event on Branding. As you'll soon find out, she has so much to share about the principles behind every engaging story and does it in just over 10 minutes! Because there's so much magic in this episode - let's hop in and hear what Rachel has to say!

  • 0:00 to 1:40 - Ashland Opening Remarks and Intro of Rachel Clemens
  • 1:42 to 2:13 - Introduction of Self and Topic (Behind Every Engaging Story...is a Set of Principles)
  • 2:14 to 2:50 - Why Storytelling is Important
    • Humans are predisposed to tell stories
    • Wired for conclusion, want closure on story
    • Stories allow audiences to move from passive to active
  • 2:51 to 5:18 - Unearthing Stories & Rules of Storytelling 
    • Underlying foundations for your storytelling
      • Know thyself
      • Point of view / perspective - rallying cry either for or against something.
        • You should turn on 50% of your audience and turn off the other 50%
        • Example from previous agency
    • (For founders) Dive into your history to find your stories
    • Allow yourself to be vulnerable
      • People want to hear stories about real humans
  • 5:19 to 7:06 - Story Spine
    • Beginning, middle, and end of a story
    • Need all three parts to be engaging
      • Beginning - starts with one day
        • Set the status quo, the lay of the land
      • Middle - until one day
        • What starts the journey, signals that something is changing
        • Because of that, because of that - as many or as few as you need to tell the story
      • End - until finally - the conclusion
    • Example with squirrel
    • Case studies are good examples for story spine
  • 7:07 to 10:58 - Uncovering story through common plots
    • Overcoming insurmountable odds
      • Erin Brockovich example
      • Underdog story, what's an underdog story for your organization (you or your client)
    • Unlikely pairs
    • Using creativity to solve a big problem
      • MacGyver 
        • How you're using the tools in your business to solve big problems
    • Good versus Evil
      • Hero and a villain 
        • Client is the hero
        • Villain can be a person or a concept
    • Experience
    • Status Quo
  • 11:03 to 12:22 - Ashland Closing Remarks

If you like what you hear, share the podcast with your friends, and rate and review. To stay in the loop - follow us on InstagramTwitterFacebook or subscribe to the newsletter.

Get ready for more on Branding, stay tuned!

Thanks!

Ashland, Creatives Meet Business

Dec 11, 2017

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector).

This episode features Trenzio Turner, Parter at Sanders\Wingo, who joined us in June during our roundtable event on Branding. As you'll soon find out, he has so much to share about empathy - how it differs from sympathy, how you can develop it, and how you can leverage it for your brand; and does it in just under 15 minutes! Because there's so much magic in this episode - let's hop in and hear what Trenzio has to say!

  • 0:00 to 2:14 - Ashland Opening Remarks and Intro of Trenzio Turner
  • 2:14 to 2:37 - Introduction of Self and Topic (What is Empathy, How Do I Use It and How Can I Leverage it For My Brand?)
    • Empathy is a strength, not a weakness
  • 2:38 to 4:19 - Difference Between Sympathy and Empathy
    • Empathy - putting yourself in someone else's shoes, understanding or relating to their beliefs, concerns, experiences or their emotions.
    • Sympathy - having concern or showing welfare or sorrow for someone's misfortune or loss
    • Empathy is ascending over time, sympathy is fleeting
      • Example with passing of friend's loved one
  • 4:20 to 6:53 - How Do You Use It
    • Active listening - seeking to understand (about meaning, about purpose)
    • 7 Key Components
      1. Be attentive
      2. Ask open-ended questions
      3. Ask probing questions
      4. Requesting clarification
      5. Paraphrasing
      6. Reflect on feelings (be mindful of nonverbal cues)
      7. Summarize (create next steps)
    • Paul Lyons (writes about empathy in the workplace)- "people want to be heard and have their view acknowledged." It's not necessarily about agreeing, but about acknowledgment. 
  • 6:54 to 11:31 - How Can I Leverage Empathy For My Brand
    1. Create a culture where empathy is nurtured and expected
      • Make questioning to understand a part of your DNA, part of the ethos of your brand
      • Prioritize progress over wins and losses
        • Example with $2 bills at agency to recognize progress over wins / losses
    2. Hire people with empathy, have soft skills
      • It's sticky, people want to stay
      • Millennials perform better in an environment with empathy-based managers
      • If managers don't have that, create a training program that includes empathy
      • Unconscious bias training
    3. Create solutions (products, services, offerings) through an empathetic lens
      • Silicon valley has mastered this
      • New disciplines developed - design thinking, chief sustainability officers, UX, UI - all based on empathy
  • 11:32 to 11:47 - Theodore Roosevelt quote
    • "Nobody cares about how much you know until they know how much you care."
  • 11:51 to 12:52 - Ashland Closing Remarks

If you like what you hear, share the podcast with your friends, rate and review. To stay in the loop - follow us on InstagramTwitterFacebook or subscribe to the newsletter.

Get ready for more on Branding, stay tuned!

Thanks!

Ashland, Creatives Meet Business

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