EE040 – Delano Johnson – Refuse to Live Talented and Broke

Delano Jonson moved from the Bahamas to New York in 1995 aged 25 and his life changed enormously.
He’s had 25 years experience with Brand Architecture, including re-branding the Toys R Us’s online division. Under his direction Toys R Us went from $50 million a year in online sales to $750 million a year in online sales between 2009-2011.
His secret is always intuitively listening to his customers’ request and that has given him a 95% accuracy rate in his client delivery. Delano says its not always what they say but what he senses in what they need.
Most recently his business partners have sealed a deal with Walmart where he is responsible for designing their new retail spaces within the Walmart locations with a brand new restaurant and kiosk set-up. He also was flown to Algeria, African to help the government re-brand the entire country in its business ventures!
He tells a few stories including:
  • What he learned as an eight-year-old from a man who watched him as he shopped. This story carried over into adulthood on how to treat money, people and service to others allowing for increased profit and profitability.
  • At age 15, he did a part-time job that had a lot of competition and he devised a way to give a better service to his customers. That decision to offer better service and more expensive products caused him to make more money than his competitors.
  • In New York, he worked at a restaurant and learnt things about the flags that hung from the 5-star restaurant he worked at that gave him a better understanding of the patrons which resulted in increased tips and demand for his services.
Book- refuse to live talented and broke
(All transcriptions are done using through a system of artificial intelligence and so on EVERY episode there are quite a few mistakes as AI is far from perfect when it comes to transcribing the human voice. However, it is a very time-consuming process to go through each transcript and correct all the errors. For quite a while I had the transcribed docs sitting on my hard drive in the belief that one day I would eventually get around to correcting all the errors and could then upload each transcript to the show notes for each episode. The reality is that isn’t gonna happen for quite a while as I simply do not have sufficient time to be able to do that. So please accept my apologies for the number of errors but I hope that these transcripts are in some way useful to you.)

Episode 40 – Delano Johnson – 25-06-2019.mp3

[00:00:00] Exceeding expectations. Episode 40. Welcome to the podcast where we give you ideas on how you can give better experiences to your customers in order to get better testimonials more referrals more bookings. In this episode we talk with Delano Johnson who grew up in the Bahamas. He’s lived in New York for the past few decades and he’s done quite a few things in his life including taking the online division of Toys R Us from 50 million dollars a year to 750 million dollars a year in just two years when about ten years ago. He’s also worked with Wal-Mart. He works with the whole country of Algeria are raising their profile. He’s had quite an interest in life if it be great if he could leave a review for exceeding expectations on iTunes or any of the other platforms. And if you’ve got any questions if you’d like to hear a particular guest interviewed please do contact us. You can do via email on Tony Abbott’s exceeded expectations. Drop me to me or just go on Syria exceeding expectations Facebook group and post something in there. Hope you enjoy this week’s episode. He’s still on it.

[00:01:25] Exceeded expectations in the guests this week. Delano Johnson having you on it. Oh and I’m doing good and proven by the second felony I knew over in the Big Apple. Yes. Manhattan the city that never sleeps. And yet you you grew up in the Bahamas which is paradise. But it took hold really crazy.

[00:01:48] It’s totally unacceptable to me right. I came from internal so to the eternal a weakness.

[00:01:56] And so how I mean I imagine it gets pretty different to go from New York to New York from the Bahamas.

[00:02:02] Yeah I mean you know it was somewhat of a culture shock in the beginning. You know I’m used to friendliness and you know you know people on the streets who you don’t know offering you a cup of lemonade if you’re past thirsty. Right. So. And New York is everyone’s walking straight towards that goal.

[00:02:26] I got to get to this point. I got to get to that meeting and everyone’s straight and focussed and and without any competition or minimal conversation. So coming into that was a bit of a culture shock but I think it fit New York fits. My my drive and personality sometimes where you are. You can outgrow that based upon where you going. One of my mentors said to me that environment is more important and more powerful than willpower. Byron mind is more powerful and willpower so.

[00:03:05] So when you decide that you will want to do something and you kind of be around people who are focussed you’ve got to be real people who are laser focussed and all about getting to that goal getting to that that define success. So I think New York presented Daddy and it pushed me beyond the limits they say if you can make it in New York you can make it anywhere.

[00:03:28] I believe that to be true and I would imagine I mean I spent quite a bit of time in different places around here quite so and I mentioned Obama’s is so pretty laid back so be very different experience business wise.

[00:03:41] Everything cool man. Yeah exactly. A mine and I have no worries. No no way but that you know. That’s how I know everything and now I go home and I’m like come on. Can we speed it up. Yeah you know let’s get off of island time and speed it up a little bit but it’s. But but it’s two different worlds but it it lends itself to different perspectives.

[00:04:06] And so I’m able to use those perspectives to make my decisions in business and in life even better. So. So they’re different but they’re both valuables.

[00:04:22] So when you when you first went to New York what was what did you first start doing business wise business wise.

[00:04:28] I tell you I was doing you know odds and in jobs just to survive in the beginning. There was a handy my aunt my ex-wife who who they knew as a member of a friend of the family. And I cleaned gutters. I shovel snow. I mean. I moved over here and by the end of ninety five moving into 96 which Rick rich recorded that year was the I think it’s the second worst blizzard in New York has had. So I mean so my introduction to New York was shovelling snow. And dealing with the blizzard now Tony. The only thing I’ve seen in white mass right on floor level was sand. So. So now come into all this snow and I got to shovel the driveway. All right guys. So so. So of course I made somebody do with that and just odds and ends job and then when the when the winter was over it was it was time to cut grass and that’s what they did. You know cleaning floors. I did whatever I could do until the opportunities of an opportunity presented itself.

[00:05:46] And so where did you go from there.

[00:05:49] So. So from there I I joined the company. There was a friend of mine talked about this company was a multi-level marketing company. And I didn’t know too much about it. We didn’t have anything that sophisticated don’t even though we have a lot of those companies that do well. And I said when I was growing up we did it we heard it we knew about Amway and all the others. But but this one was it was a buying club and I went there they did the pitch it sounded very interesting and more than anything else I had an opportune. Get out and meet people. Right. So. So that’s what I love about it. Going out and meeting people and then the game of closing the deal presenting an option and closing a deal getting a client to to either recognize that they need this and don’t have it and better get it now or this is something they may need in the future. So it was it was it was a real game so I. I did that for a few and didn’t input pretty decent in it and I moved on from there. There were other jobs that was available. One of my skill set. Well what I did back in Bahamas was graphic designs and so I went at a local church and got a family worship centre in Rahway New Jersey. And and they needed graphic designs. And this was something I did. And so I offered the service and you know I did it well enough where they offered me a job and. And so that’s where my graphic design skills just grew and flourish in in the next few years I started my own business I think within three years two years maybe I started my own business and had big clients Fortune 500 clients from there until today.

[00:07:50] And then you. So well in the 2000s you ended up in Toys R Us.

[00:07:55] Yeah. Yeah. So so so the story goes. You know part of part of what I didn’t say in terms of the history coming from the Bahamas. I was also a musician. I travelled from the Bahamas we travelled around the world. We did phenomenally well exceptionally well. And you know I moved to the US. After that we were kind of like do band disbanded a bit and so now I have one of the reasons why I decided to come over here was because I wanted to explore music I wanted to explore my other gifts and talents and see what you know what I could make of it. So. So I also had the music aspect of it that I did I travel I had an album out to my group. We were Grammy nominated for Album of the year and the compilation with Motown comes home with Smokey Robinson Stevie Wonder how would he do it. So it was it was an awesome opportunity and so so I met a lot of people and so I had some relationships here because we did a few concerts in New Jersey. So. So in doing that. I had a friend who actually worked at a staffing agency and he gave me a call. This was after I was sold my my graphic design company and he said hey listen I know you’re interested in in the merchandising and in toys I’m developing toys and ideas. He said I have a company that you may be interested in. And I said Well tell me about it. So. He said I want you to say yes first. And I’m like No come on Paul. So he said he said I promise you this would be a good one. So at that point out I saw it coming. I was really looking for something solid and running out of money. So I was looking for something solid. And I said Well yes and you say Great. So he sent me the information it was Toys R Us I got three kids so I never told him where I was going. I went went on an interview. They had me on the spot.

[00:10:17] And woman.

[00:10:19] And it was awesome. It was awesome. It was awesome. So I was hired as the online creative manager which meant that I oversaw all of the e-commerce and e-commerce platforms as well as Toys R Us was in a very aggressive acquisition period at that time when I came in. So with my branding background.

[00:10:41] I was responsible for all of the acquisition brands at that time. We swallowed up baby universe e toys. And if your shorts at that time was a very very prestigious brand. I mean it’s deep you know it’s it’s the fifth avenue of toys right. It’s the Saks Fifth Avenue up of toys and so. So that was a very very awesome project too to work on and a brand to actually reshape for the online for.

[00:11:21] And and so you you were pretty successful day. It seems like you were telling me about even from 50 million a year to seven hundred seven hundred and fifty million a year.

[00:11:31] Yeah. So in that time it was a perfect time because there was tremendous growth happening for the Internet sales people were becoming a little bit more used to to purchasing online and haven’t been ships to ship to them without seeing it. So and then this was the this was the introduction of comparative pricing online. So this is where to go and all these other Web sites kind of was born out of that time. Mm hmm. Two thousand eight. So. So there was there was some really rapid growth and we needed to see how we can harness that. We partnered with with a few companies and my department was responsible for creating all of the creatives and managing the brands and the offers creating the language how we offer particular authors how we say how we language. And so with the acquisition my department helped facilitate to the entire dot com division to go from 50 million to 750 million. So that was pretty.

[00:12:43] That was pretty remarkable. We were a small group. I had four direct reports and also there was a division of the programmers that really worked along with us and helped to force it to technology for the office that we wanted to do and so it was fun I got a chance to work with Disney and Sony and all the big brands of Mattel of course and anytime a major movie would come out like a Transformers you know it was always represented in the store. So. So we had to convert those in-store offers into online offers and. And create an experience for customers so that you know we are able to raise our demand and generate more revenue. So that was an awesome time.

[00:13:36] Now I can imagine and until Can you see dealing with toys and you’ve told me a story about when you were you learn quite a bit as a night you know. So what was that story. Oh.

[00:13:48] Yeah. You know it seemed like. An eight year old a lot of stuff happened that you know sometimes you look back in your life and and you think it’s you know you’re you’re just here and you’re just wandering. But when you look back. At. At the major points you well you will notice that there were major points. There were also major people. And and then there was also major pain points people in pain for me at eight years old is when I really got a vision for my life. It’s like I had a dream but I felt like I was I was here to do something like I was just not here existing but I was here to create a life not just for me but for my kids and inspire people around. And I think I owe a lot of that to my mother. And my father even though he was not present in the home and very quiet very few conversations with my father. But but at 8:00 I remember I was visiting my dad. He was the food and beverage manager and executive chef of the major hotels on the island the kind librarian of kind Bay.

[00:15:05] And so when we would go to the hotel you know everyone knew that we were chef Johnson’s kids. So they treated us you know realize hey you guys want anything Go Go in the kitchen get anything or tell you know tell the sous chef would you order you will make it for you. So that was awesome because we we we got the Ritz like we got to live like you know like like all on the on the Diff’rent Strokes right. I more or Richie Rich and so so that I was that was really cool with this particular day I was going in the store and I had I had I remember my dad give me ten dollars which was a lot of money back then. And so I went into the store and I was I was buying a chicken steak and some pop rocks kicker they can pop rocks right. And I made years ago and I pulled money out of my pocket and it was all crumbled. So there was a guy one of my father.

[00:16:05] I don’t remember he was actually father my father’s friend but I knew I saw him around a couple times but obviously he knew he knew I was in and he saw me took this crumble of a bunch of dollars out of my pocket to pay. Candidate I wanted an ERP said your man. He says. He says Why is your money critical. Well I said I just pulled it out. My father said well. He said Young men don’t crumple up their money they fold it. And man he showed me how to fold a dollar and then to place it in my pocket and he says you know what. What do you want to do. And I said well I want to be you know a business man I want to be a business man. And I think I said I wanted to sing too at that time. Mm hmm.

[00:16:52] And he said Well greed. And he gave me some advice that that really change my life. I didn’t totally understand it. To this day I really don’t understand why someone would give an eight year old this type of advice.

[00:17:06] But one of the things he said to me was one he said was if you’re going to be a boss you’re going to be an owner. Always remember treat the people that work for you fairly treat them well. I looked at him. I’m like OK I got it figured out. Three people good right.

[00:17:28] Some of them I know I’ve had to practice that my mother always taught me that.

[00:17:31] So we said treat people fairly treat them well. And then he said this principle here he said. And then remember this rule says one up one down. He said whenever people expect something from you give them something better or whatever charge they expect from you. You give them something lower you say if you do this. He say did you will have great customers and you’ll always be in business.

[00:18:04] Now I’m saying I’m gonna say How did you react as a night you know to that.

[00:18:09] Here’s a here’s the interesting thing Tony. I didn’t even remember that Intel eight years later. When I really you know sometimes people say things to us or give us something and it’s not for now it’s for later and it’s like a time release capsule when it’s needed. The revelation of what it means becomes clearer so you can apply the principle and see promises from it. Right. So for me eight years later removing that from that conversation. Well not much conversation as we can be listening to this. This man was towering over me and I’m eight years old. He’s just given me his principal for some reason he felt it necessary to say that but here I am eight years old. I mean I’m now 16 years old. I’m working at a restaurant.

[00:19:02] And I’ve figured out Tony my job as a waiter was to give the customers who died. A great experience.

[00:19:15] Now. I worked at a five star restaurant. It was a blue plate for me.

[00:19:23] Very high end. So we had a lot of fluid tourists that would come to the island and they would always currently would always be there was about three or four islands.

[00:19:35] That was very exclusive. So in high school I was a waiter there and I realized that if I did a little bit involve with the maitre d in the owner’s expected. I was always rewarded.

[00:19:55] I was always rewarded. So the one up one down principle I used to out.

[00:20:03] After 16 are really getting it I just use that principle. If someone expected let me start so the one up. Here’s an example. So the one up is I was expected to come in. No the No. The menu. Understand some of the dish that the main dishes and particularly the specials and give the customer a good service which really we set it around friendly smile and food are delivered to the table on time. That’s what’s expected. Right. So here is my one. I realized that I could use some of my talents to create a better experience like I would teach to the if there were kids at the table I would teach them Bahamian words right things from that that we would say when they asks for advice on where to go. I would I would give them more and most of the time I would send them to where my mother worked so that they can get a discount. They love that no discounts right. And then also I learned magic tricks. So at the table I would make a coin disappear. I make the salt disappear so all these little things and so I enhance the the expectation of service. And I always always always got rewarded for it more than the other waiters to the point with where was a problem and all the busboys like to work with me because I made more money so that was the one up. Always go above and beyond. It’s like that Mick Jagger statement whatever is whatever is worth doing is worth overdue.

[00:21:49] Yeah. And it wasn’t. There’s another story on the same so a time when you were 15. Was an ad about you something about some expensive products that you were you were doing.

[00:22:00] Yeah. My. I have a younger brother and when I was 14 I started working and my mother was making a lot of money. She was actually making 80 bucks a week and and so I helped out you know as I was the I was the oldest boy in the house at the time and so I basically washed cars in the summers and so there were spots around the island where people would park in a park and watch. That was like yes I was. That was to those the hotspots where wherever there was a parking lot but you had to get it really good with the person overseeing the parking lot to use the local water there and so so we would have our buckets and so the guys up with there would use for example to get a tyre shine. Today we have thousands of products that we would use. To get a real nice black tyre showing. And during that time we used dishwashing liquid specifically Joy. Because that’s all we could really afford. And so there was one day when my brother was washing his car and I saw him put this stuff on his tyres and his dashboard and I asked what it was and it was armour all so the guys who were washing cars. I didn’t know either they didn’t know or it was too expensive. And so I basically sacrifice a few lunches saved up. Actually by the way. Got it from went to the store. It was a a.I.D.S. name with the star remember it just like yesterday I went there purchased a bottle and I took it home and put it in a unmarked bottle. And so what would happen is that the customers a normal wash was between five and six dollars right. Yeah. So I would charge them for them. And I would use honourable. For the tyre side and the dashboard so the customers started noticing like this I wasn’t using this joy stuff right on on their on their car. It was something else. Basically you know Joy you roll through a puddle of water it all just washes off. But but you know overall it has like the silicone seal on it so. So they noticed that. That something was different.

[00:24:27] And I started to get more customers so the other guys around who was blocking cars like what are you doing. And what is in that bottle right. No one figured it out for a long time and if if someone if I felt threatened I would use moved my location I removed my operations to another spot but my clients would follow me.

[00:24:47] So so so. So it’s just the investment in improving the quality of your product or service where you’re able to drop your price right. Just below. So you make a profit but you put just enough so that you’re able to Lauren and I didn’t know what I was doing then. But here’s what I did. I develop a loyal customer base so that wherever I was on the island wherever my location was customers would drive to me. Now here’s the deal. Normally when we do a good job you get a two dollar or three dollar and maybe you know it every once in a blue moon you’ll get a five dollar tip. That’s like double your charge. So but what was happening is that even though my cost was four dollars above the law everybody else I was getting tips of four dollars and even ten dollars. I remember this guy had this big it was a Nissan Patrol. Brown these are patrol. The first one on the island. I watched it. I did such a great job. Guy gave me ten dollars along with five bucks so so. So I think the lesson out of that is is don’t be greedy to make a quick profit because steady customers loyal customers. We call it you know brand loyalty. Where does it matter what product you come at. Once that image is on that product or is all that service people trust the quality of what’s being delivered. And so I was able to incrementally. The next year I raised it up to six dollars.

[00:26:43] And no one said a word. None of my clients complained at all.

[00:26:50] So matter of fact one of my one of my customers was the cars he actually was one of the five guys who when I graduated high school had committed to a scholarship for me to go to Georgia Tech.

[00:27:10] The lessons you learned that put you in good stead and that’s how you ended up doing stuff such as Toys R Us and Wal-Mart and so on.

[00:27:19] Yeah it I think it it. It allowed me to understand the basics of exchange value service profit.

[00:27:32] Customer service.

[00:27:35] Price strategy. Customer retention. All of these things is what I was learning. I just didn’t have names for it. I didn’t have the business terminology for it but they were all what I was learning and I owe it all to two people who who would always when I gave extra and they always gave extra to me with some information or or in the form of a tip. No I owe it to those individuals.

[00:28:00] How long ago was it you were doing some stuff for Beaumont.

[00:28:03] So yeah. So currently I have a partner. It’s a it’s a restaurant company friend of mine and owns this part owner managing owner of a friend two friends and chef. And we did some work together. Some animation stuff. And so she had a project that came across a table and went out and had a had a meeting with Wal-Mart. And then you know in a short order she had the opportunity to have poor restaurants in all Wal-Mart Stores for North America. So that’s you know over 4000 locations. And so this happened really quickly and so she needed someone that understood branding at that level. And so. You know the call to me and she told me about it like and it sounds really good. So you know I mean so. So basically the two friends and the chef is a is a parent company that has about four or five different types of restaurants coffee cafe Asian pizza Italian cage so. So they have those things and so I was responsible for creating the local to feel and to build out of the customer experience for each of these locations and brand. So we rented the first one in Humble Texas last year. So that’s up it’s a kiosk right now in Texas. That’s a kiosk to two friends in the shop. It’s doing pretty well. So. And so as I spaces become available we have the opportunity to fill those slots in the Wal-Mart retail spaces with us with our restaurants whether it’s a kiosk which seats out on the floor makes the registers or it’s one of the cube spaces. So. So yeah there’s a total now of four since we started that. So that’s up. And so that’s been a it’s been an awesome opportunity to be able to two from conception. I mean they had logos but they they weren’t really you know ready for that type of exposure. So there was other things that I needed to redesign and repurpose and so that was a great project that that’s an ongoing project. So that’s that’s that’s awesome awesome awesome opportunity.

[00:30:46] Yeah well and another project it sounds pretty exciting isn’t. You were flown to Algeria to help the government. So tell me more about it. Oh.

[00:30:56] Yeah so. So ironically a friend of mine was doing some work with because of his who works with the US Algerian Business Council and so. They they were looking for some opportunities. Wanted to see if a representative for Wal-Mart come over and visit some of Algeria’s planned state are very first of all Nigeria is the largest country in Africa by landmass they are 400 billion in reserves there. Their economy is driven by gas and oil but they’ve been in recent years very interested in diversifying that the economy so that they they are very much keen on and focussed on education. So to the millennials are all educated with master’s degrees. But the challenge that they’re having is there’s there’s no opportunities in less business for you know for blue collar workers for the blue collar sector. So so they invested and partnered with entrepreneurs there to. To get manufacturing for every different division from car tyres to foods to a rubber to cell phones and electronics televisions. So they’re. They’re really going at it and they have the reserves to do that. So so one of the things is that of course they you know they have to make products they want to be able to export those products. So with my involvement with proposal my cup the company that I’m partnered with the two friends and a chef that gives me the opportunity to to make available some of the deals that we have on the table. So so it was exploratory we wanted to see what we had. How we can help and be a part of this initiative. If there was anything there Walmart is not doing any business in that region at all. So it’s just near you know difficult for Wal-Mart to go there or to to make an appeal for Wal-Mart to be in the region. So that’s just not something that they’re on their radar at this time. So I basically look to see Hey what are the opportunities here. As a country they’ve had we have a presence there the U.S. has a presence there. We have a U.S. ambassador that lives in the country. Relationships are getting better.

[00:33:49] With that region. And there they are very much interested in and in participating.

[00:33:58] So. So I looked at the opportunities then and went over there they paid and so there’s some branding challenges that I made mention of. They don’t have a core product yet. You know they’re there. They’re focussing on just a wide range of just getting manufacturers up and so. But how other countries were able to export something either through tourism you know like Egypt can you think of Egypt you think of what pyramid. Right. Think of Hawaii. You think of what mountains. Right. Volcanoes and beaches. Right. And dancing cool girls so that there is all these imagery synonymous with why I shouldn’t be involved or create a relationship with a region a country or people. And so you know Algeria has been this this country that you know that’s mistaking most people when I say I handled Algeria you say you mean Nigeria. You know and that’s kind of it. It’s just on the top of the continent of Africa. A lot of people don’t know about it. They’re not a bad rap because there were people in allocated that that hid out in the country. So so they’re trying to clean that up and to and very much interested in playing in the whole scheme of. Global economics. So I saw some opportunities and and made some some projections and and said hey you know if you guys are going to do something you have to start with you know trying to rebrand the country. I have ideas on how that could be done. You have a wonderful country of people was just so nice. I mean it it’s amazing. It was like when you go into plat it’s all high tech. They have all of the technology. I mean they’re making cell phones for goodness sake. Right there. And the quality of these of these items. Are. I mean it’s excellent. It’s exceptional. So. So I think they have all of the you know all the components that it’s going to take you know another few years of really just getting into it and finding out how to position them and what portal or brand or product that can start to to put the country on the map. And then from their leverage that exposure so that the products and services could be exported and they can participate as a state as they desire to do so. So that was the nature of my trip. It was supported by the book by the Ministry of Commerce. So. So it was a it was a well attended meeting opportunity to speak to the officials and more importantly meant to meet the people and and experience the culture. It was awesome awesome.

[00:37:02] And there’s not many people can say they’ve helped to rebrand a country.

[00:37:07] Yeah. Yes yes. You know. And I’m walking away from it. I think Tony that the reality of it really didn’t hit me until later opportunity to actually not I’m not branding a product. This is a culture that people you know this is this is awesome so that would in that lies the opportunity to work with you know their tourism. That the industrial. Community the entrepreneurial community. So the medical community to see all the things that they have to offer. And so so that’s awesome. You was great. Great project to be involved with.

[00:37:54] Well you must begin with thoughts about over and over and an expectations.

[00:38:01] I have no thoughts on it. It’s just something we should do. It makes the most sense out of all your business activities.

[00:38:10] The reason why is this when we over deliver an under promise.

[00:38:18] We allow people to build a relationship with US based on extra value right. Everyone pays for extra. You drive up to the window you asks for a Coke at McDonald’s.

[00:38:35] And what do they say. Would you like to regular or the supersize.

[00:38:43] There’s a reason why they did that. So they’re selling two and a half regular cups for every super sized just by making that available. We like bigger cars we like bigger homes. We want more money. You’re making seventy five thousand this year. Next year I want to make eighty five. So we’re always always in search for full potential. Okay I want a mile. Can I go a mile and a half. So that’s something that’s neat. And when we over deliver there is a congruence congruency that happens with that notion of going beyond. So no better place to do that than to give someone a service or a product that goes beyond it’s an instant rapport with the customer. If if you’ve gone way above over the quality level for what they’ve paid for. Now you have a customer. Now you have to now you know there there’s pros and cons with that as it is with everything because you have some people that would just take advantage of those opportunities as opposed to people who were interested in creating a long term relationship. And. And as we get deeper and deeper into the short attention span you know fuelled by social media and this dopamine feedback it’s more difficult for marketers and brands like myself to establish know that fifth level of branding which is brand loyalty. It becomes a little bit more difficult with that because people now just want to get the quick hit the quick service and quick this quick that.

[00:40:28] But but but but the upside of that is there’s so many people that’s just creating you know no frills products. Right. And and you know cookie cutter products that I think we’re entering now into that time where it’s OK I want to look like everybody else. Can you give me something unique. Can you give me something customize. Right. Even the cookie cutter Web sites. That’s a know get a logo in two seconds. Think that now they’re adding modules so that people can figure out and do it themselves.

[00:40:59] I had a customer come to me said you know you would charge you mean four thousand dollars for an identical package. And that was just a logo and a different version of it. Said so I went online and I made a logo and I paid a hundred bucks for it. And then he says I saw a logo that you did for a competitor. And he understood why because when we design and we go over and above with an identity it’s under the consideration that this identity has to be used in multiple environments. When he designed the logo my.

[00:41:38] No frills version. He only got something for what he needed it was. It didn’t have the agility to move into many different environments and still maintain the integrity of the visual narrative of what that brand was so.

[00:41:55] So he came back to me and he says I get it. OK. So how many it going to cost me. I say it’s going to be will be six thousand.

[00:42:05] So so at the end of the day and they paid it by the way. So beside the end of the day.

[00:42:12] Over overachieving.

[00:42:16] Is should be everyone’s daily motivation to see how far you can go to deliver that to a customer so that they see your commitment to not just excellence today but striving to be excellent for tomorrow.

[00:42:39] Well that was superb Delano safe. If people want to find out more about you and your services and what you do where’s the best places for them to let.

[00:42:48] You know. First of all it IRG Instagram you can check me out on my Instagram page.

[00:42:56] There’s information there on my Facebook page. It’s all at the Delano a chance and L.A. at the hotel lotto eight jobs and all one word.

[00:43:05] Yeah. As well as you know you can go in a lot of my principles are in my book. You know to slick talented and broken you can go to talented and broadcast and I lay out a lot of principles that helps entrepreneurs and creative people with multitalented. So those two places all my social handle and asked a lot of jobs on Instagram LinkedIn Facebook and Twitter.

[00:43:37] Well thank you very much for your time. And awesome. And best of luck with your business. Thank you. Appreciate it.

[00:43:46] All right.

[00:43:50] Next week’s episode Episode 41 is with Billy Skyler and she’s an international sales and marketing leader a coach and a keynote speaker. And if you’d like to discover how to attract more business clients then this could be the episode for you. She’s done quite a few things in her life. She’s got a profit boosting strategy sessions you going to talk about and also 21 sure fire ways to find your ideal client. And she talks about it as a regular mastermind in Paris and she’s a lifelong learn and we’re going to find out much more about Phyllis in next week’s episode. Hope you have a fantastic weekend. See you then.

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