Sara Connell

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.

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

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.

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.

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?

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.

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.

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 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.

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.

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.