Sara Connell
speaker
86 appearances
1 recordings
1 series
first heard Feb 2025
last heard Feb 2025
Sara Connell’s voice in public audio — every appearance, attributed to the second.
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Yeah, I think, you know, it's very easy to be reactive, right? It's very easy to sort of say, Oh, you know, what's going on in the world and what's happening in the economy. And there's, you know, we're at a certain as, as of the recording of this episode, there's just a lot of churn, a lot of uncertainty.
And so I think that while people can feel like, Oh, what a drag, you know, you hear things like buyers, you know, clients are hesitant. They're scared to make investments. They're the trust recession has happened, right? Like there's this break in trust that people feel in themselves and in leadership and, at all kinds of things, right?
And when I listen to people who've been around a lot longer than I have, and I'm not like a newbie to the world by any means, I've been, you know, coaching and being an entrepreneur for, you know, over 15, almost 20 years. And there's people who have, you know, decades more than I do. And when I listen to them, what I love is they say,
every single situation we're in is an opportunity right we all hear that it's like find the gift and everything like really what if we believe that what if we practice that and so what i'm really excited about for 2025 is saying like what does this particular moment call us forth to become masterful in
If we've got to dig deep, if people are taking longer to buy, then how do we become masterful at building trust and playing the long game? Maybe as before, we've gotten really good at the mid game or the short game. And if people are feeling a trust break and a trust recession, how do we create a trust ascension?
And so I think that the people who are going to, you know, win as in, you know, be fulfilling and make an impact and make profitable, you know, big numbers this year and things like that are going to be leaders who are willing to get really resourceful, get excited, even if we have to fake it, because sometimes I do, but like actually say, cool, like,
What what am I going to learn here and get to become really masterful? Because one thing is for sure that creativity and innovation do not come out of the comfort zone. They don't come out of like the in general. They don't really come out of the thriving economy either. It's usually when it's hard and or challenging. And I don't think this is only hard and challenging of a time.
I'm having a great year and it's and it's wonderful. And there is a lot of people are just really in it, like they're just in a lot of feelings and overwhelm. So I think this is an exciting time.
Yes. OK, well, I love it because this has been luckily, again, in our business, we've seen it less. And but a lot of people are either trying something new or in certain, I think, people who are running courses, things that have a less like relational aspect. So I think the first thing, is there a trust recession? Yes. In some industries. And it's again, it's not just, oh, Inc.
magazine came out and said 94 percent of consumers right now don't trust ads. Like just don't trust like Facebook ads, television ads, you know, whatever it might be. There are trust breaks with people. They either feel like even influencers like that was such a movement for a long time. And I'll share something in a minute that I think is going to be really big for this year.
That's sort of a cousin of the influencer and a way to overcome some of these. So whether you're experiencing it or you're not there, we can all agree. People do feel uncertain and it's harder to make decisions when they feel nervous about whether it's political, economic, whatever it is. So what I think we want to recognize is like leaning into that.
Like I said, instead of being afraid and going kind of bunker mentality, like I'll ride this out till people want to invest more. It's like, what's really the opportunity? And I think a couple of things to create from a recession to an ascension. One is looking at how to be relational versus transactional. I think a big thing that happened last year, if 2024 had been sponsored by something like
It would have been like sponsored by AI, right? Like it was like the year, you know, and, and AI is awesome. There's so many cool things and ways to play with it. But what I personally, just a choice don't have it replace is real human contact. Like even in our marketing, even in, I write all my own books. I write, you know, it's like, I write my own emails because people can feel the difference.
They really can. You can, you can make perplexity and Claude and chat GPT. You could do a lot of stuff. But like people know when it's a robot and when it's a real person.
And so I think that people are willing to say, I know it's going to take longer and cost more, but there is like, so I think focusing on relationship versus transactional, but then using AI for automation, you know, using AI for systems and many different things. So I think like, but where does it make sense to be relational?
It's going to go a really, really long way when there was this, you know, like sense of, of, I don't want to be with a computer. I don't want to be at the robot. Right. I think another, another opportunity is going to be how we can show people, people are investing, not just in the product or result anymore, but they want to trust the person behind it.
So what you're going to see, I believe, is a lot of leaders, CEOs, entrepreneurs doing like what we're doing, having real long form unscripted conversations instead of just being behind a logo. So, right. You're going to see the seven Senate gave a famous viral TED talk a few years ago called many of you know it. It was about people don't buy what you do. They buy why you do it.
And I think in 2025, people aren't going to buy why we do it. They're going to buy who they're buying from.
And so really the importance of personal brand, the importance of being seen from behind, like people having a relationship and inside glance to things like our values and things we care about, even beyond the actual service that we provide or the niche that we're in is going to be a really powerful way to create that trust ascension. And then there's something called the ZMOT.
Like I love nerdy stuff. So... You might know this, Ryan, a lot of you listening might know it's like the zero moment of truth. It basically says, right, you know, how people make a purchasing decision. So the way to build trust is to give people the 7-11-4, which are the coordinates of the ZMOT, zero moment of truth.
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