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Revolutionizing Returns: Harnessing the Power of Reverse Logistics with Amena Ali

In this engaging episode of Talk Commerce, Brent Peterson sits down with Amena Ali, CEO of Optoro, a company specializing in optimizing returns and reverse logistics for businesses. They delve deep into the world of e-commerce returns, discussing how an effective returns management process can greatly enhance customer experience and loyalty.

Amena shares insights on how retailers can manage returns to improve their bottom line, using AI to evaluate fraud risks and facilitate instant exchanges. She sheds light on the importance for businesses to adopt a customer-centric returns policy similar to Amazon’s and the role of technology in making this happen. From discussing the importance of efficient inventory restocking to the increasingly critical role of reverse logistics, Amena provides merchants with valuable advice on enhancing their e-commerce strategy.

This episode is an eye-opener for retailers seeking to upgrade their returns management system, raise customer satisfaction, and, ultimately, increase sales. Whether you’re a small-scale e-commerce business owner or an enterprise-level retailer, this candid conversation with Amena Ali offers valuable insights into transforming returns from a problem into an opportunity.

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Are You a Toxic Boss with Tiffany Uman

We often hear about toxic workplaces, but what about toxic bosses? As a boss or leader, your behavior and actions can significantly impact your team’s productivity, morale, and overall well-being. But how do you know if you’re a toxic boss? And more importantly, how can you fix it?

In this episode, we will dive deep into the signs and characteristics of a toxic boss. We will discuss the effects of toxic leadership on employees and the organization as a whole. We will also provide practical tips and strategies for improving your leadership style and creating a healthy work environment for your team.

Whether you’re a new or experienced leader, or just starting out this episode is a must-listen. So, grab a pen and paper, and let’s get started on the journey to becoming a better boss!

Workplace Essentials Workshop

Highlights

Tiffany is a career strategy coach and a former Fortune 500 senior director, and she is passionate about giving back and paying it forward so others don’t have to feel alone in their career. She spends a lot of time with her family and enjoys the quality moments they have together.

Tiffany: When it comes to people’s confidence and the way they value themselves, we wanna be really clear about which ones need to be taken very seriously and which ones probably need some adjustment in strategy and action steps that can actually make a current situation a lot better.

Tiffany: I think subjectivity versus objectivity is really important. Subjectivity leads to a lot of room for interpretation. Moving towards the objective is what’s going to get the best buy-in, especially when we are working with more challenging bosses or managers.

Brent: I know one thing, and it’s that everybody should have a number.

Tiffany: I agree, and I think that key performance indicators are really essential to help you track your own progression as well.

When you don’t have a proper baseline to go off of, it’s much easier to move the goalpost and say you didn’t achieve this, and you don’t know what you’re supposed to achieve. It’s still subjective and surface level, and so it leads to stagnation and frustration for the employee. It’s not actually quantifiable enough in the feedback or metric driven.

If your manager or boss tends to stay very surface level in their answers, try to get more specificity. If they use a condescending tone, try to explain why you don’t understand what they’re trying to say.

Tiffany: When a manager doesn’t make it clear what they want, the employee feels bad and insecure. To counter this, the manager should explain what they want and how they want it done, and the employee should be able to see the other side of the coin.

Brent: I can relate to the fact that sometimes I’m a visionary in assuming that everybody else understands what I would like out of something, and then I get frustrated in the fact that they didn’t understand what I wanted to get out of it.

Brent and Tiffany discuss how to motivate people to achieve their goals, including writing out, creating clear goals, and making sure that everybody is tracking them. They also discuss the importance of sharing the vision and why their involvement in the vision is so critical.

Tiffany: Managing expectations is about knowing what the vision means for you and your colleagues, and mobilizing your people in the right way.

Tiffany: It doesn’t always have to be you that gives those action steps, it could be a collaborative effort. It could be like, this is the vision that I want us to achieve, let’s talk about some strategy.

Brent: When something goes wrong with a client’s website, a boss can either help or hinder the situation. I was a very poor crisis boss, and I try to avoid “shoulding” on people. When in a crisis, you as the leader should be looking at the solution, let’s work together to find ways to move past this and be proactive. This means having processes in place, and different types of mechanisms that will help should things end up going sour.

In those actual moments when it happens, you want to be able to motivate your team and stay calm and level-headed. Try to look at the crisis from an objective point of view and act on the things you can control.

Tiffany: I think the most important thing is to get people’s involvement, without falling into a dictatorship of you gotta do this, or you should do this, or why don’t you do that. And then you as a leader have to take responsibility for it if it goes wrong.

When a leader says you should do this, and it didn’t work. Then the person who did it screws up, and suddenly we’ve thrown them under the bus for doing it wrong, I think as a leader you must take on that responsibility and then not shift the blame to anybody else.

Tiffany: A lot of companies and teams almost discount that importance where it’s okay, just to move on to the next thing. We don’t actually analyze enough what went wrong that led to that crisis. But taking ownership as the leader, as the boss honestly brings more respect than anything else.

Brent: We talk about having a feedback loop and having the ability for employees to talk to their boss. One lady said her boss would give her 30 minutes every other week to bitch and complain.

Tiffany: I definitely think leaders should lead by example, and encourage others to do the same. However, it’s important to be cautious when using openness to share and vent, especially with senior leaders who are often important decision-makers around internal movement.

If employees get the sense that you can speak about people in a certain way, they will feel more comfortable sharing. But I think there is a reason why a lot of companies don’t necessarily have those types of platforms available.

Brent: To fill out the surveys, right?

Tiffany: To learn more about them, to know something a little bit about them, to understand how they think things might play out in this current work setting.

I think anonymity as you said, is really important. It’s not the type of thing that changes overnight, but the baby steps that are going to help people feel more open to sharing feedback.

Tiffany: HR is normally the person that employees feel comfortable going to with any sort of complaint, but it depends on the type of organizational culture. If you have a complaint, bring it forward, but pair it with a solution. This helps them already get the ball rolling, and it becomes much more collaborative and well-received at the end of HR.

Tiffany: Maybe it’s worth considering versus seeing it just as negativity coming to their door, and I’m part of a community where often people have a complaint about the community without a solution.

Tiffany: It’s so easy for people to complain about something, but they’re the last to share a solution. I think that is a skill that needs to be developed.

Tiffany: Strength for you in the workplace especially, and as you grow and are exposed to senior leaders as well, they’re going to expect that of you. Take ownership of what can be done to be improved.

Tiffany: When people feel heard and understood, they start speaking with you at a different level of understanding than something that’s more authoritative alone in nature. This helps whatever strategies, and recommendations elements you bring forward to be so much better received.

Tiffany: Take the time to understand so that when you bring forward suggestions and solutions, you’re already integrating those pain points. This will help build up a lot of trust and a lot of rapport faster.

Tiffany: A little bit of anticipation factor as well as the realization that if we don’t actually fix this, it can lead to X, Y, Z. So it’s your responsibility to bring those points forward in those conversations, to help resolve it, to help move things in the right direction.

Employee turnover has been a big thing in the last couple of years. Is there a way through exit interviews or other ways to figure out why are people leaving?

Tiffany suggests that when you’re onboarding team members, really take the time to understand what motivates them, and what gets them excited to come to work, and then help them do work that feeds into that direction, you’ll have a lot less turnover.

Tiffany: You constantly have conversations with them. If there are tough times in the organization, check in with them regularly, help them feel supported, and let them know that you’re there with them and that they’re not alone.

Tiffany: Maybe a different opportunity came their way that they were so passionate about, and perhaps the progress they were seeing internally wasn’t what they wanted. But by having these types of conversations more actively, you can avoid this situation.

Tiffany: I think the employee review process should cover a little of that, but I don’t limit it to that. Having a more continuous dialogue with your team is another aspect that I’m a big believer in, and that might be a reflection of your boss.

If your boss doesn’t understand your job, it is your responsibility to build your own track record and bring forward the evolution that you are showcasing in your role. It could be impromptu, pre-prep for a certain eval, or something that you are prompting more in an ongoing way.

Brent: Communicate in a way that helps them to understand.

Tiffany: Show them the importance of certain elements of your work and why it plays into the bigger picture, and they understand at least the value that you play. One approach is to write things out for them, or share something more visually that they can follow along with you, and that helps them see the scope of the complexity that something takes or the level of diligence that’s required.

Tiffany is hosting a Free Workplace Essentials workshop that will help you navigate workplace dynamics fairly effectively and activate your most successful self. If you’re open to joining again, the workshop is on March 22nd at 12:00 PM EST.

Brent: I have a lot of different free resources as well, Tiffany. One of them is a LinkedIn learning course, a nano course all around answering common interview questions, and if people want a little bit of one-on-one action time with me in terms of a workshop.

Transcript

[00:03:54] Brent: Welcome to Talk Commerce. Today I have Tiffany Uman. Tiffany is a career coach. Tiffany, go ahead and introduce yourself. Tell us about your day-to-day role and maybe one of your passions in life. 

[00:04:05] Tiffany: Sure. Thanks so much for having me, Brent. Really happy to be here. So I am a career strategy coach. I focus on empowering high achievers.

[00:04:14] Tiffany: To become the top 1% in their career, really fast, track their success and start becoming very much fast tracked in their promotions, raises, job opportunities, and ultimately filling in a lot of the gaps that school never teaches us. Formerly from becoming a career strategy coach, I was a former Fortune 500 senior director in the Fortune 500 space, so a lot of firsthand learnings.

[00:04:40] Tiffany: Fuel into my coaching practice today, and I’m very passionate about giving back and paying it forward so others don’t have to feel alone in their career. And what it takes to really become that top 1% something that I am, I’m really passionate about. I’d say definitely my family when I’m not working, I’m definitely spending a lot of time with them and soaking up the quality moments that we have together brings a lot of light into my life.

[00:05:03] Tiffany: So I, I’m definitely prioritizing that more and more. 

[00:05:07] Brent: That’s awesome. So we met because one of my employees sent me a link that you had done an Instagram link and I thought it was very good. 

[00:05:16] Brent: But but we did want to talk about bad bosses and I thought I guess I was a little bit encouraged that an employee would send me something about a bad boss tell us some of the toxicity that can come with bad bosses. 

[00:05:30] Tiffany: Oh yes. Unfortunately it’s a little bit too prevalent.

[00:05:34] Tiffany: I’ve heard a lot of horror stories over the last few years alone, and I’ve definitely experienced some very challenging moments myself. I’ve had great bosses, I’ve had not so great bosses, and I really feel for people going through some of those darker moments because it can really take a toll, to your point, Brent, it can impact your confidence, your self-esteem, your self.

[00:05:56] Tiffany: How you view your capabilities and what your abilities are. And I think bad bosses, toxic bosses, that word is thrown a lot around a lot, and there is a really important distinction around, a true toxicity driven boss versus maybe just having. A clash of leadership style versus what you need as an employee to be best supported.

[00:06:17] Tiffany: So that is a really important distinction because when it’s really talking about people’s confidence and the way they value themselves, we wanna be really clear about, which ones need to be taken very seriously, especially when it comes to wellbeing and mental health, and which ones probably need some adjustment in strategy and action steps that can actually make a current situation a lot.

[00:06:39] Tiffany: Better. But we see things from, micromanagement to nepotism, to favoritism, to down, talking to, throwing under the bus, not looking out for your best interest as their employee really yelling at you or just being really mean and embarrassing in, in many work moments.

[00:06:59] Tiffany: The list goes on. There could be also very unethical behavior. I’ve certainly. Supported quite a few of my clients with those types of really unfortunate circumstances around harassment. Things that have taken a turn, for the worst in those moments. So I never want anybody to feel alone going through that because there is hope, there is light at the end of this, but often we need that kind of support in an objective way to help you get to the other.

[00:07:25] Brent: Yeah. You bring up a lot of good points about the how you interact with your subordinates and how your subordinates theoretically should interact with you as the boss. . I know that laughter in the workplaces of value and we talked about. The free joke project, which I completely forgot when we did our interest.

[00:07:44] Brent: So waiting up front. Yeah, I’m sorry. We’re gonna pause. Take 30 seconds and I’m gonna tell you a joke. And we decided if this joke should be toxic or not. So it could be the toxic joke project and I don’t have any toxic jokes. They’re all dad jokes, I apologize. We’re just gonna take 30 seconds.

[00:08:00] Brent: I’m gonna tell you the joke. All you have to do is tell me if you feel that joke should be free, or if someday we should charge for it. And it’s an easy one. Okay? We had a contest at work for the best neckwear. It was a tie. . Yeah I agree. We had to get it out of the way cause, but up bum . Yes.

[00:08:21] Brent: Yeah. I’m sorry. I like it. Delivery was a very poor on that one. Alright, so let’s, it’s okay. I like 

[00:08:26] Tiffany: it. It’s clever. I don’t see anything particularly wrong with that joke. . 

[00:08:31] Brent: Yeah. Yeah, it’s I won’t make any more. I was gonna make a bunch of puns cuz I’m also good at that, but I 

[00:08:36] Tiffany: won’t do that.

[00:08:36] Tiffany: Yeah I was saying that’s a good pun. a good play on words for sure. . 

[00:08:40] Brent: Alright let’s just talk with let’s come back to the toxic boss and talk about how. You mentioned throwing under the bus. You mentioned not supporting you playing favoritism. , a lot of those things really work against having a great team.

[00:08:57] Brent: And Oh yeah. I know that I’ve been in situations where somebody leaves and then all of a sudden that person is the worst person in the world. Or if there’s somebody that you know is in a company and you as the boss are saying bad things about that person . Talk a little bit about the differences between.

[00:09:15] Brent: say subjective things you’re saying about somebody and being objective in terms of how you would like to that person to improve. Oh 

[00:09:24] Tiffany: yeah. I think the subjectivity versus objectivity is a really important one because, subjectivity leads a lot of room for interpretation. What’s really actionable there?

[00:09:34] Tiffany: What is actually founded in something that has some weight to it? When it comes to whether it’s feedback, whether it’s improving in a certain situation, I definitely tend to recommend moving towards objective because that’s what’s gonna get the best buy-in. It doesn’t seem like it’s emotionally driven.

[00:09:53] Tiffany: It doesn’t seem like it’s just based off of feeling, but rather something that’s going to help move the situation. Forward, and I think that’s really important, especially when we are working with more challenging bosses or managers. You don’t wanna stay in that emotional subjective. Likely going to backfire.

[00:10:10] Tiffany: We need to be able to move into more of an objective lens and dialogue that’s going to help your case and at least put some cards on your side to see if this is a relationship that’s worth, that’s able to be improved and salvaged. . 

[00:10:24] Brent: Yeah, I know one thing. So I’m a big believer in EOS entrepreneurial operating system, and in that framework we have a scorecard that, and the kind of the rule is, or not the rule, but best practice is that everybody should have a number.

[00:10:37] Brent: And a lot of people look at that. Maybe employees would look at that as saying, Hey, I’m only a number. . But I think that, that gives you an objective way of measuring your perform. and it also gives your boss a way of saying, Hey, here’s some objectives that we would like to achieve. Here’s the data that helps us to determine if we’re being successful in that or not.

[00:10:56] Brent: . And it doesn’t have to necessarily be bad. It could be something that points to something else that says, I wasn’t able to achieve my number because of blah, blah, blah, or, but I think it’s a great starting point to have something concrete to look at, to measure how well you’re 

[00:11:11] Tiffany: doing. . Oh, a hundred percent.

[00:11:13] Tiffany: Yeah. Key performance indicators are really essential. Otherwise, how can you hold yourself accountable? Your boss can’t really hold you accountable otherwise and these are really critical to help you track your own progression as well. If goals, objectives are very surface level, are very qualitative only, it’s going to lead to a little bit of messy waters ahead.

[00:11:34] Tiffany: I can say it like that because you don’t really have a proper baseline to go off of. To your point, Brent, when you’ve got those numbers, when you’ve got those types of metrics, To use as a bit of a guideline. Now you know what your targets are and now you know what kind of room you have for improvement and you can use that to your advantage if you’re, really intentional and strategic about it.

[00:11:56] Brent: Yeah. And I think you as an employee are more comfortable when you know where the playing field is and the goalpost isn’t getting moved. Oh, yeah. In the subjectivity. And when it’s subjective, it’s much easier to move the goalpost and say you didn’t achieve this. . . And you don’t know what you’re supposed to achieve.

[00:12:12] Tiffany: Exactly. Exactly. I’ve seen it a lot, right? I’ve seen it happen a lot where, someone will have a conversation with their boss. They’ll say, yeah, you’re on your way to your next step. We just need to see this. They work on that and it’s such a surface level type of thing. So they think they’re doing what they need to do, and then sure enough, they have another conversation a little while later and their boss throws in something else in the mix being like, no we also still need you to do this.

[00:12:36] Tiffany: And it’s still very subjective and surface level, and so it leads you to stay in your positions a lot longer than needed. It creates a lot of stagnation and frustration for the employee because they’re trying to follow suit on what feedback they’re being given. But the issue there is that it’s not actually quantifiable enough in the feedback or metric driven that will allow them to have a better sense of accountability to drive their progression forward as well.

[00:13:03] Tiffany: So if you have a manager or a boss who just tends to stay very surface level in their answers giving you a little bit of direction, but not enough that you can really sink your teeth into, that’s likely a, a big watch out that you wanna try to get more specificity. , what 

[00:13:19] Brent: about when you consistently hear your boss say, I was very clear in what I was trying to say, and, but nobody is clear in what they’re trying to say.

[00:13:31] Brent: , how from and this is, I suppose more for the for the manager or the boss to help them understand why they’re not clear. . Yeah. Just I’m a big proponent of simply putting it in writing and saying, this is what we’re trying to do. Yeah. Rather than just stating it. , and.

[00:13:49] Brent: Look, comment on that. I’m so clear that, why don’t you understand 

[00:13:52] Tiffany: what I’m saying? Oh, yeah. And it could also depend on the tone, right? Are they using like a condescending tone on top of it when they’re telling you that of I was very clear in what I said. I don’t understand why you don’t get it.

[00:14:02] Tiffany: Like that again is really making the employee feel very bad and insecure in that moment of, okay, maybe I am missing something, maybe. Me when it could absolutely be the onus of the manager, but they’re projecting that onto their employees as if they’re doing something wrong. But the big thing here is a lot of managers, because they are so distant from the day-to-day work or the execution, let’s say that their team is handling, they might say something, thinking that it is super clear, but there’s other flares to this, other facets to it that they don’t have as.

[00:14:33] Tiffany: They don’t have as much connection to anymore. So for them it sounds very obvious what they’re asking, but the employee who’s the one that’s actually doing it is hang on a second. That’s actually not very clear, because in order to do what I think you’re asking, it actually involves X, Y, Z and you’re not mentioning X, Y, Z.

[00:14:50] Tiffany: So a good way to counter that is the employees, to help them see the other side of that coin, right? You could of course, give them feedback on maybe how they’re actually delivering. The message if that’s where the issue lies. But if it’s more around a disconnect between what they think they’re sharing with you and what actually needs to get done, you need to be able to close that gap of saying, I understand.

[00:15:13] Tiffany: That you want us to work towards, fill in the blank. In order to do that though, there is a piece that you haven’t mentioned, and I believe that’s where the confusion is coming from. And then share more around that part so they understand where you’re coming from, and you could find a middle ground to move forward more effectively than stay in this limbo state of confusion and disarray.

[00:15:34] Brent: Yeah, I can relate to the fact that so I’m in a visionary and oftentimes there’s 4 million things going in my head, and I’m assuming that everybody else understands what I would like out of something, right? Yeah. And that assumption is not met because they’re not doing it. And then I get frustrated.

[00:15:52] Brent: , I’m gonna use past tenses because I’m hoping I’m doing better. I would get frustrated in the fact that they didn’t understand what I wanted to get out of it, even though. They should have, I, put me putting some projection or whatever that on the other person is often a problem in the sense that I’m, my expectation is, you know everything I know, right?

[00:16:13] Brent: Yeah. And that you can just go ahead and do it, and I don’t have to give you much direction. All you have to do is do it. Yeah. And then if you don’t. , I’ll get a little bit frustrated in that. And yeah, it, for me it’s vis I’m very visible. When I’m frustrated. You can see it right. On Zoom even. Yeah.

[00:16:28] Brent: Again I think it probably comes down to writing it out and creating some clear goals. Yeah. And making sure that everybody’s tracking those. Yeah, that’s 

[00:16:37] Tiffany: a big part of it. And I would also add to manage, expect. There’s nothing wrong with being visionary. I think that’s what’s really gonna inspire people, especially if you’re really passionate about it and you’re sharing it in a way where they could feel your excitement.

[00:16:50] Tiffany: They can feel like this could be something amazing that they get to be a part of, but to really get their buy-in. Yes. It’s part around sharing the vision. , but also, why their involvement in that vision is so critical. And to help break down more of the action steps that’s gonna help deliver on that.

[00:17:06] Tiffany: And that’s what I mean by managing expectations, because it’s one thing to get the vision, but then, okay, what does that actually mean for me as this particular employer? What does that mean for my colleague who’s also working on this? And it will help you as that manager and the leader to know that you’re mobilizing your people in the right way.

[00:17:22] Tiffany: And it doesn’t always have to be you. Necessarily being the one giving those action steps. It could be like a collaborative effort. It could be like, Hey, this is the vision that, I want us to achieve. Let’s have a conversation around some strategy that will help us get there, or some goals that will help be be good milestone indicators.

[00:17:40] Tiffany: Towards the end outcome, as an example. So there’s ways of doing it that makes it a little bit more tangible without taking away you as a visionary, because that’s probably what makes you and what can make someone really a great boss and leader. 

[00:17:54] Brent: I want to talk a little bit about crisis and how a boss can either help or hinder in a crisis.

[00:18:02] Brent: And I’m gonna again, share my own personal experience on how. I can now look back and see. I was a very poor crisis boss. When something happens and, let’s just say in the software, in industry, something is going wrong with the client’s website and you as the boss are were disconnected from the day-to-day actions of whatever is happening in that project.

[00:18:28] Brent: You’re asked to come in to try to help and solve something. And I used to, and I’m I’m hoping I don’t do this anymore, but I used to immediately start doing the shoulds. And in EO Entrepreneurs’ organization, we have this thing called we don’t should on anybody. We try to share our own experience rather than shoulding on people.

[00:18:46] Brent: And as I look back at my, myself, my previous self, in the last 10 years, even I can remember how many times that I entered a stressful time. And instead of being a good coach or a mentor or in somebody to try to help somebody move forward, I started saying, I’m so disappointed in this team. I, you should have done this.

[00:19:10] Brent: Why didn’t we do that? When, at that time of crisis, you as the leader should be looking at, and I just used the word, should I should have been doing things. , let’s find the solution. Let’s work together to find ways to move past this or whatever. Yeah. To talk a little bit about how a leader can come in and either be a hindrance or a big asset in that type of situation.

[00:19:32] Tiffany: It’s such a great point, Brent. There’s a few things that come to mind. I’ll say, as a starting point when it comes to crisis manage. being proactive is going to help so much. What I mean by this is you almost wanna be ready for the crisis before it even happens. You don’t want to necessarily be in crisis mode to start coming up with strategy backup plans and spread the team a little bit thin when they’re already likely a little bit stressed about what’s going on.

[00:20:00] Tiffany: So that level of anticipation as a leader and a boss can be really helpful of, know. When times are good, that’s actually a good time to have things in place, have processes different types of mechanisms that will help should things, end up going sour a little bit later on.

[00:20:17] Tiffany: But in those actual moments when it happens, I the key is obviously, You wanna be able to still motivate your team during that time of challenge because that’s where a lot of their light can shine through of how they rise above in a very difficult occasion. And yes, I’m with you on the should.

[00:20:35] Tiffany: It’s sometimes tempting to say of you should just do this, or, why didn’t we think of that and get a little bit accusatory, but that’s probably very counterproductive in those moments. When the crisis is happening, obviously trying to stay calm and levelheaded and more solution focused and really putting on that problem solver hat is going to be key because that’s gonna show that you’re leading by example of saying, okay, look, let’s, bring our heads together.

[00:20:58] Tiffany: This is obviously not an ideal situation, but getting overly stressed and worked up is probably only gonna make matters worse. So let’s, try to keep calm and look at this from as an objective. Point of view as possible. What are things that are in our control that we can actually action right now?

[00:21:15] Tiffany: And then get people’s involvement so they feel okay, I have a voice in this. I am being valued in what my contributions are without it falling into a little bit of that dictatorship of you gotta do this, or you should do this, or, why don’t you do that? And that’s will probably make them feel even worse in an already very difficult situation.

[00:21:33] Brent: Yeah. And I, there is a balance there because I can think of, I maybe I’ve swayed sometimes the opposite direction where all I’m doing is sharing my experience and hoping that somebody gleans something off of that. Where sometimes in a crisis you do need a leader that says, go this way. Do these things.

[00:21:52] Brent: Let’s just, let’s head down this. and then it’s of course on me as the leader to take responsibility for it. I think that’s the second part of that is , you as a leader, say, here’s the direction we’re gonna take. We’re gonna solve it this way, and I’m taking responsibility. If it goes wrong, right?

[00:22:07] Brent: Oh, yeah. Because the other side to that is, if you as a leader say You should do this, and that should didn’t work, and then the person who did it screws up and then suddenly, like you said earlier, we’ve thrown them under the bus for doing it wrong. . I think as a leader, absolutely. Taking it taking on that responsibility and then not shifting the blame to anybody else.

[00:22:29] Brent: At the end of the day, you as the owner or the ceo, are ultimately responsible for everything that happens. . Yeah. And certainly a one off or a two off could be your team, but a three off, a four off and a 10 off is usually a management problem or a leadership problem. 

[00:22:46] Tiffany: It’s so true. It’s so true.

[00:22:48] Tiffany: Being able to take that ownership. And that’s a really great way to inspire your team as well if they can see that, hey, Brent is, not afraid to say, this was the wrong decision, or, maybe we should have taken a different direction. Often those postmortem learnings are just as important as the learnings throughout the process.

[00:23:05] Tiffany: And a lot of, companies and teams almost discount that importance where it’s okay, just onto the next thing. Or we don’t actually analyze enough what went wrong that led to that crisis. We can prevent it happening another time. So tho those elements are really important because there’s a lot of gold that can come from those types of learnings and retrospective on, what might have happened and how to serve up differently moving forward.

[00:23:30] Tiffany: But taking the ownership as the leader, as the boss honestly brings a lot more respect than anything else. If you are the type of boss that’s gonna just blame it on your team. Shame on you as the boss because you’re still their boss and you let that happen. So it’s just gonna backfire either way if you try to almost brush it onto your team members, when at the end of the day, you’re the one that made the decision.

[00:23:51] Tiffany: You’re the one that helped guided things in that way, and you have to take some level of responsibility if not a full part of that responsibility. 

[00:24:00] Brent: We talk you talk about having a feedback loop and having an ability for. The having a safe place for employees to be able to talk to their boss.

[00:24:11] Brent: I, I did an interview a couple of months ago where a lady who was a VP said that her, the owner of the company would give her 30 minutes every other week to simply bitch and complain about what’s wrong at work without any feedback. No problem solving, just listening. How would you recommend a, an owner open up that channel and make people feel comfortable doing that?

[00:24:42] Tiffany: Definitely leading by example. If they can show that, they’re open to doing it and encourage others to do it, that. It starts there because this is something that trickles down from leadership. I love that example because I don’t think we see enough companies doing that there.

[00:24:56] Tiffany: There’s always kind of two sides to that coin too, right? As much as we might feel, okay, there’s an openness to share and vent, it’s also sometimes begs the question, will this somehow backfire or will this get back to someone? You don’t wanna necessarily use that opening as a way to bash other people or throw your boss under the bus or, say really bad things about other individuals, because I think that’s just a testament to your character as well, and how you wanna present yourself in a professional setting.

[00:25:24] Tiffany: I don’t think there’s anything wrong though about fostering a feedback culture around. Weights that things can be improved, maybe around more processes, inefficiencies, things like that. But I could see a little bit of delicacy in how open people are in those settings, especially with senior leaders who are often important decision makers around internal movement.

[00:25:45] Tiffany: If they get the sense that, you can speak about people in a certain way. So the intention is good because of course, Employees are thinking this and they wanna be able to create that environment where they feel comfortable sharing. But I think there’s a reason why a lot of companies don’t necessarily have those types of platforms available because of.

[00:26:04] Tiffany: Will people truly be as transparent? Maybe yes, maybe no. A lot of organizations choose to have more of these anonymous surveys where they can actually collect information and get a better sense of where problems are and where people feel more comfortable sharing because it is anonymous. So if there is an a anonym anonymity to the type of platform and sharing that will probably help go a long way in the openness of what people are willing to share.

[00:26:29] Brent: Yeah. We used a system called Office Vibe that allow you, that allowed you to put in anonymous feedback and there was a number of questions that came out every week. Yeah. I found when I was managing it, I found it hard to often get everybody or main, make sure everybody stayed engaged in it, if we had a hundred people, you would slowly see that engagement rate drop down unless you went back and encourage people to.

[00:26:55] Brent: To fill out the surveys, right? Yeah. I can also share that six months ago I started doing the ask me anything you want and nobody took me up on it. I’ll correct myself. I think out of six months, in about 200 meetings, I probably had had three people who just had that, who wanted to use that 15 minutes to vent.

[00:27:19] Brent: Yeah. And most of the time people wanted to just tell me about their jobs and Yeah. My, I was trying, my goal was to learn more about them, and I would steer them towards how is your family, how many kids do you have? Blah, blah, blah. Cause you, at some point you can’t know everybody on the team, that and I was trying to just know something a little bit about somebody. I can see that. . Yeah, I can I see where you’re saying, I, I can definitely understand what you’re saying about it could get off the rails. 

[00:27:47] Tiffany: It can, and it might not even be anything to do with you as an example, Brent.

[00:27:51] Tiffany: It could be maybe a past experience that they had that didn’t play out very well. So now they’ve got a bit of a guard up. Of how things might play out in this current work setting, as an example. So it’s always good to come from a place. I think the anonymity, like you said, is really important.

[00:28:06] Tiffany: There’s gonna be the people who choose to take you up on it, who are really eager to fill feedback. Others that might feel like I don’t feel like if I say anything, it’s gonna change anything. So I’m just not gonna say anything at all, which is a little unfortunate, but that’s probably being trickled down by the leadership that’s making them feel that their voice doesn’t matter and that’s a bigger problem.

[00:28:25] Tiffany: So there, there’s different nuances here to play into all of this, but I am still a very big advocate of trying to foster feedback in a way that will work for a specific individual. Company’s culture because that’s where it starts. The more that this becomes second nature, the more that it becomes a habit is going to help, employees really feel a lot more comfortable sharing.

[00:28:45] Tiffany: And this is something that, I had done and been part of in my corporate work. And it, it made a big changes in a good way of allowing people to feel more open to share feedback, whereas prior, it wasn’t something that was actively welcome. So it’s not the type of thing that changes overnight, but the baby steps that.

[00:29:02] Tiffany: If it’s something that is, walking the walk and talking the talk from a leadership standpoint with time, it will move things in the right direction. 

[00:29:11] Brent: Is the HR person that person who should be open to listening to any sort of complaint? Is there somebody in the company that anybody should feel comfortable with?

[00:29:22] Brent: If they have some huge concern or gripe? 

[00:29:27] Tiffany: Technically, yes. HR is normally that entity that will do that and be that, that sounding board. Will that always be the case? Not necessarily. I’ve certainly heard and seen a lot of stories where HR wasn’t necessarily the one that helped in that situation, but I’ve seen situations where they absolutely have.

[00:29:48] Tiffany: So I, I think it really depends on the type of organizational culture. But generally, because a HR plays a pretty pivotal role in, employee development and growth and enablement internally, they normally are quite a good. Type of department to get on your side and bring these types of topics forward.

[00:30:07] Tiffany: Especially if you’re bringing it in a way where there’s opportunity for improvement. It’s not just coming to complaint. I think that’s could be a really big pet peeve for someone in HR where they’re just hearing complaint after complaint, but no solutions. So I’m a big believer of, okay, if you have a complaint, bring it forward.

[00:30:25] Tiffany: but pair it with an with a solution, help them already get the ball rolling. You’re, if you’re the one feeling this particular challenge, you probably also have a sense of what can change to make it better, and at least bring that part to the conversation as well. So it becomes much more collaborative and well received on the end of HR to say, okay, you know what?

[00:30:45] Tiffany: They actually have a good point. Maybe, that’s something that is worth considering versus seeing it just as negativity coming to 

[00:30:51] Brent: their door. . Yeah. And I’m that applies to almost every situation in life. And I’m part of a community or a bunch of, a number of communities, and oftentimes people in the Comu community have a complaint about the community without a solution.

[00:31:06] Brent: And for me, that’s, that is you’re gonna complain about this, but you don’t have anything that you would like to add to it. It’s kinda like you want to chisel it down, but you don’t want to Oh, yeah. Help 

[00:31:17] Tiffany: repair it. So easy for people to do that. You’re so right, Brendan. All, I think we could all relate in with people in our lives who are very quick to complain about something, to bring something down, that yet they’re the last person that will actually share a solution, right?

[00:31:32] Tiffany: It’s okay, what are you gonna do about it? And then their face goes blank, right? They’re not ready for that, but they’re ready to openly share what’s not working. So I think that is definitely a skill that needs to be developed. But adopting that problem solving mindset is a real.

[00:31:48] Tiffany: Strength for you in the workplace especially, and as you grow and be and are more exposed with senior leaders as well, they’re gonna expect that of you, right? They’re gonna expect that it’s not just about bringing problems forward. You have to be already taking some ownership on what can be done to be improved.

[00:32:05] Brent: How about the word empathy? As a leader, how important is that? 

[00:32:10] Tiffany: Oh my gosh, friends, huge. Huge. I can tell you I am a huge advocate of empathy. Especially in leadership styles it really moves mountains. It’s definitely not as prominent as it should be, and is something that can make mountains move like in a beautiful way in a workplace setting.

[00:32:32] Tiffany: When people feel heard and understood and really identified with you, you start speaking with them in such a different level of understanding than something that’s more authoritative alone in nature. When people feel like they are on the same page, that you are understanding where they’re coming from and really listening with them to understand them, it’s going to help whatever strategies, recommendations elements that you bring forward to be so much better received because it’s coming from a place of really tapping into those insights, right?

[00:33:05] Tiffany: I say this, as like a new boss as an example. If you’re starting on a team, Whether as a first time people manager or just a new boss on a team, take the time to really speak with your team members, understand where are the pain points, where are things that have been challenges for them?

[00:33:20] Tiffany: Really take that time to understand so that when you bring forward suggestions and solutions, you’re already integrating those pain points so that they’re gonna be like, oh my gosh, where was this strategy, a year ago or six months ago? And it’s going to help build up a lot of trust and a lot of rapport a lot faster.

[00:33:39] Tiffany: So I’m huge believer in empathy as a very effective leadership style and integrated in how you manage your teams for success. 

[00:33:49] Brent: You’ve mentioned, take the time to speak and listen. What if, so as an employee, what if you are in a meeting? and your boss is telling you the same thing that, that to solve a problem that’s been happening for a year, let’s say, or two years or something like that, and then he or she starts discounting the problem saying, it’s not really a problem, let’s just sweep it under the rug and move on.

[00:34:16] Tiffany: Oh yes. In those moments, it’s really key to. Let them know that it’s not something that should be discounted. That could be done by sharing facts or data as to maybe the gravity of keeping that unresolved. It could be showing that this has already created quite a few consequences on the business results.

[00:34:36] Tiffany: It could also be sharing, if we don’t actually fix this, it can lead to X, y, Z. So a little bit of that anticipation factor as well. But also because sometimes they might not realize, How significant of an issue it is they might be, again, at a bit more of a bird’s eye view. So I’m like, oh, it’s not really as much of a problem, or we probably don’t need to fix that.

[00:34:56] Tiffany: But by not fixing that, it’s gonna create a much. Much worse ripple effect that will then bite them afterwards. So as the employee, maybe even as the manager of that team, it really is your responsibility to bring those points forward in those conversations, to help resolve it, to help move things in the right direction.

[00:35:15] Tiffany: Help them understand that by making a change here, there’s actually a big benefit in doing that and here’s why. And help them see what that is, versus just leaving it untouched and hoping for the best, which will probably really work against them. 

[00:35:31] Brent: The employee turnover has been such a big thing now in the last couple years.

[00:35:35] Brent: Yeah. And it’s only gotten worse if you’ve consistently had ploy turnover or. You’re seeing it more and more. Is there a way through exit interviews or other ways to figure out why are people leaving? And if they’re if they’re there for a year, if you can, I know you, you pointed out to data and I’m a firm believer in data.

[00:35:57] Brent: Yeah. If you can determine they’re there for six months and then they leave or they’re there for a year, then they leave and nobody else has ever been here longer than two years, is what is the issue there? Where can we try to dig in and figure out. And try to solve that employee turnover 

[00:36:11] Tiffany: problem.

[00:36:12] Tiffany: Yeah, it’s a great point, Brent. I’m not a opposed to exit interviews, but I do believe that they’re a little bit too late in the game. That’s the point where they’ve already made their decision to leave and we’re not early enough in the process to avoid getting to that point. A much more important thing to do would be almost like, Intro interviews and I don’t treat it that way with my clients, but it’s more around, when you’re onboarding team members, when you’re welcoming new people, really take the time to understand what motivates them, what gets them excited to come to work.

[00:36:46] Tiffany: Really, again, empathy, understand, identify with your employees because if you know that very early on and you are helping them do work and have a role that feeds into that directly you’re gonna have a lot less turnover. I can tell you, I, I was case in point of this with my teams, I had hardly any turnover.

[00:37:05] Tiffany: The only turnover I had was people moving on to different teams because they were getting promoted, which was more of a reflection of their progress they were making. There’s something to be said about really taking the time to understand. What drives your team members so that you constantly have a pulse and it’s not just a one-time thing.

[00:37:21] Tiffany: You constantly have conversations. Check in with them. Be in touch with them. See if you’re recognizing changes in their behavior that might prompt something about their happiness level, their motivation level. Don’t just ignore it. And be like, ah, it’s probably just tough times right now. If there’s tough times in the organization, that’s all the more important to check in with them regularly, help them feel supported, help them know that you’re there with them, that they’re not alone.

[00:37:46] Tiffany: And that’s going to help alleviate a lot of need for exit interviews because there won’t be so many people leaving the organization. They’re gonna feel really well taken care of. Of course, there’s always gonna be circumstances that what might leave someone to leave could be personal circumstances.

[00:37:59] Tiffany: Maybe it’s, a different opportunity that came their way that. They really just were so passionate about, and perhaps the progress they were seeing internally wasn’t what they wanted. But I guarantee by having these types of conversations more actively, it’s going to get to the root of the situation before waiting till exit interviews and this entire exodus of, turnover of what’s happening, what is going on here?

[00:38:23] Tiffany: Ole didn’t realize, oh, there’s probably things we should have been doing. Earlier on in our onboarding or follow through with employee development, that would’ve avoided us being in this situation. 

[00:38:34] Brent: The employee review process should cover a little of that, do you think? 

[00:38:39] Tiffany: It definitely should. But I don’t limit it to that.

[00:38:42] Tiffany: I think, performance reviews is one aspect that I’m a big believer in. Having more continuous dialogue to really check in with your team and help guide them and make sure they’re on track with their goals and helping to be a champion. Obviously, coming to the beginning part of our conversation, if you have a really bad boss or a toxic boss, they might not be so supportive in that, and that might be a reflection of.

[00:39:05] Tiffany: Them as a leader, but also possibly for you to move to a different team or maybe find a different type of organization that will enable really effective managers versus ones that are driving talent out the door. But it’s definitely something that plays into performance reviews and evaluations that goes beyond that.

[00:39:22] Tiffany: If it’s a really good boss, they’re gonna take the time to have more conversations and make sure that their team feels really motivated at all times. , 

[00:39:32] Brent: do you recommend as an employee pressing for interim reviews and maybe some kind of pre-performance check in with your immediate supervisor to make sure you’re on track?

[00:39:45] Brent:

[00:39:45] Tiffany: do. Yes, I do. And it doesn’t even have to be anything formal. , it could be pretty informal. Just check in. And again, as the employee, this is your responsibility to build your own track record and bring forward the evolution that you’re showcasing in your role. You don’t wanna just rely on your boss to just know everything that you’re doing because they, they probably don’t, and you don’t wanna miss.

[00:40:08] Tiffany: Those golden moments to share, how much that you’ve advanced or progressed in a certain way. So having those continuity of conversations is really important. And it could definitely be impromptu, pre prep for a certain eval or something that you’re prompting more in an ongoing way that your boss and you can really discuss together.

[00:40:28] Brent: All right. One last topic cuz I know we’re going along here, but let’s just say your boss doesn’t understand your job. and you are working hard to figure out what are the key points that I need to communicate to show that I’m doing my job. And you feel as though you, maybe you’re not appreciated in what you’re doing because they don’t understand it and you can’t.

[00:40:52] Brent: Communicate in a way that helps them to understand 

[00:40:56] Tiffany: it. Yeah. Yeah, that’s an excellent point. There’s a couple things. I think obviously there’s a gap there in their understanding of the roles. So finding those opportunities of filling them in on maybe the complexity of the work that you’re managing or that.

[00:41:12] Tiffany: things wouldn’t get done without you doing X, Y, Z, and showing like really the importance of certain elements of your work and why it plays into the bigger picture, that could be one way to get their attention without even needing to understand every single detail. They understand at least the value that you play in the work that you do.

[00:41:30] Tiffany: That’s one approach that you can take. Another is to also almost lay it out for them. You said it earlier, writing things out maybe. Sharing something more visually that they can follow along with you, and you can really walk them through, a little bit of the scope of the complexity that something takes or the level of diligence that’s required, or the amount of stakeholders that might be involved on a certain project, and that this is something that you’re really leading and owning in your work to get to that end outcome.

[00:41:58] Tiffany: So sometimes visual support can help them see it a lot more clearly. and allow you to then pair that with the value that you’re bringing in those tasks and projects as well. . 

[00:42:09] Brent: And that’s great. And I have so many more questions, but I think we’re gonna have to , we’re gonna have to round it out here.

[00:42:14] Brent: Tiffany, as we close out the podcast, I give everybody an opportunity to do a shameless plug about anything you’d like to plug. What would you like to plug today? . 

[00:42:22] Tiffany: Thanks Fred. I love how you coined this the joke and the shameless pluck. If anybody is interested and it’s timely with the topic of today.

[00:42:30] Tiffany: Next week on March 22nd, I’m actually hosting a Free Workplace Essentials workshop. It’s a very exciting workshop, a 60 minute event that is going to help you navigate workplace dynamics fairly effectively and activate your most successful. You. There’s a lot of things that school never teaches us.

[00:42:48] Tiffany: A lot of what Brent and I talked about today fall into that camp as well. And I’d love to really be there. Fill in those gaps and set you up for so much success in the workplace, because that’s the foundation of inevitable success for you, and we wanna get those things right. So yes, if you’re open to joining again, it’s March 22nd at 12:00 PM e s t.

[00:43:09] Brent: Awesome. So you have just, I’m gonna commit, cuz my podcast comes out every Tuesday. So this will be, I’m gonna make this one come out on the 21st of March. Oh, . And so we’ll get it live by then. And I will put all the contact information in the show notes as well. Okay. And maybe I’ll write something as a blog post in advance if you wanna send it.

[00:43:30] Brent: And we can direct you some people your way. 

[00:43:32] Tiffany: Oh, I appreciate that. And I have a lot of different free resources as well, Brent. I just published a new free LinkedIn learning course as well, a nano course all around answering common interview questions. So that is readily available, but if people want a little bit one, one-on-one action time with me in terms of a workshop.

[00:43:51] Tiffany: It’d be great to see them join us there as well. And, 

[00:43:54] Brent: One last question. Are you Canadian? I am. All right, good. So I got my accent right? Yes. Still . I had a Canadian yesterday as well. So where are you calling 

[00:44:03] Tiffany: in from? I’m from Montreal. 

[00:44:05] Brent: Oh, wow. Okay. Excellent. Yes. Good. Tiffany, this has been so enjoyable.

[00:44:09] Brent: I had another topic I wanted to talk about. It was the fluffy pancake versus the crepe. Or you, either you spread somebody so thin that it’s, loose and flavor or versus the oven pancake where everything is all rich and inside and you have plenty of space to work Anyways, maybe it’ll be a new topic we can do in the future.

[00:44:27] Tiffany: I love it. Brent, thank you so much for having me. This was a lot of 

[00:44:30] Brent: fun. Thank you. 

Leading a Culture of Trust with Laura Boyd

We are at a time when organizations are changing, and leadership is changing from a command control environment. Brent and Laura discuss the changing landscape of how leaders lead and how times are changing.

In this episode, we talk about accountability and how important it relates to communication in leadership. The leader has to be accountable to their team. Leaders can learn more about how a culture of trust is one of the most important aspects of today’s work culture.

Business leaders may think that all the recent layoffs are giving them opportunities for more hires, but the truth is that we are still seeing historically low employment. Now enjoy this episode of Talk Commerce with Laura Boyd.

What you will learn from this podcast

It’s about helping people with their resolutions, and it’s about having a culture where we’re helping one another and being accountable to one another.

  • Leadership is changing from a command control environment to a culture of trust.
  • Accountability is just as important as communication.
  • Technology allows for both good and bad connectivity.
  • Leaders need to have the confidence to be vulnerable.
  • Competence, compassion, integrity, and an emotional bank account are important for building trust.
  • Have open conversations and call each other out when needed.
  • External facilitators can help create a culture of accountability. Don’t burn bridges during exit interviews.
  • Use cultural assessments to gauge buy-in.
  • Have a Fresh Start program to help people with their resolutions.

Tweet about it.

Brent and Laura discuss how leadership is changing and how accountability is just as important as communication. #Leadership #Accountability @LeadershipLaura

Laura explains that to build trust, you need to have competence, compassion, integrity, and an emotional bank account. #Trust #Compassion @LeadershipLaura

Laura suggests holding a focus group to find out what is it that we’re doing well and what is it that we’re not. #FocusGroup #Feedback @LeadershipLaura

Laura: We want this open conversation, but you don’t have to be an ass, if I can say that. #Conversation #Culture @LeadershipLaura

Laura: We have a Fresh Start program that you can sign up for at the beginning of every year. #FreshStart @LeadershipLaura

Transcript

[00:00:00] Ruth: We are at a time that organizations are changing and leadership is changing from a command control enviroment. Brent and Laura discuss the changing landscape of how leaders lead and how times are changing. Brent what else did you talk about in this episode?

[00:00:12] Brent (2): Ruth, we talked about how accountibility is just as important as communication in leadership. The leader has to be accountable to their team.

[00:00:20] Ruth: Thanks Brent, I will add that in this episode leaders can learn more about how a culture of trust is one of the most important aspects in todays work culture. Business leaders may think that all the recent layoffs are giving them opprotunities for more hires but the truth is that we are still seeing historic low employeement. Now enjoy this episode of Talk Commerce with Laura Boyd.

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And then we track the performance of this content, reassess it and make it better. Go to content basis.io to learn more. The Open Beta program is available to new users. Go to content basis.io talk. Commerce is sponsored by Haifa, or as the Europeans say. Or the right way to say it. HofA is rapidly becoming the biggest magenta front end after Luma.

For those who don’t know it, Luma is the basic theme that comes with Magenta and it is giantly slow. If you’re looking for a template based front end with the fastest loading times in the e-commerce industry, while saving costs on development time and hosting infrastructure, HofA is your best. Everybody loves a fast sight, including Google.

Improve your Google ranking and conversion rates and make your customers happy. Learn more@hyv.io. That’s H Y V a.io. My name is Brent Peterson and I’m your host. Please remember to subscribe wherever you download your podcasts and now talk commerce.

[00:02:52] Brent: Welcome to Talk Commerce. Today I have Laura Boyd. She is the CEO and founder of Leadership Delta. Laura, go ahead and give us a better introduction that I just gave and maybe one of your passions in.

[00:03:04] Laura: Excellent. Thank you Brent. I appreciate it. And I do have to say Brent is my brother’s name, so it should be easy for me to remember. So yes. My name is Laura Boyd, and I can give you a quick background. I have been in sales and marketing basically my whole career. Seven years ago, walked out and was trying to figure out what am I gonna be when I grow up?

[00:03:25] Laura: And what I realized is I have a really strong passion for growing organizations through leadership. And I am a strong believer in the fact that leaders make a difference in the organization and the culture. And so I wanted to build an organization for myself that could help other organizations thrive in a human centered culture.

[00:03:47] Laura: that would help them grow from the inside out. So that’s what we’ve been doing. Great. 

[00:03:53] Brent: Perfect. And one of you, you have a passion that you follow or, oh gosh, 

[00:03:57] Laura: When you own your own business, do you have time for passions? I don’t know. The only thing I could think of is I love working out and now I am a new empty nester.

[00:04:07] Laura: And so pickleball has become, Quite a phenomenon in, in with my husband and I. So I guess I’d say that’s my passion. I don’t know that. No, 

[00:04:16] Brent: that’s great. Yeah, pickleball. I I tried it a couple years ago and it was super fun. I haven’t en, I haven’t embraced it specifically, but I do enjoy playing pickleball.

[00:04:24] Brent: Laura, I know that we, in our green room, we had a quick talk about participating in the free joke project. So I’m just gonna tell you a joke and. And this one is it’s, we’re not going to, we’re gonna do this one as a, is this gonna help our work culture or is this going to lead into a worse work culture?

[00:04:41] Brent: And I found a specific joke just for this, so here we go. Excellent. I phoned my work this morning and said, sorry, boss, I can’t come in today. I have a we cough. He said, you have a, we cough. Really. Thanks, boss. See you next week.

[00:05:01] Laura: Oh, Brent. I’m trying to, I’m gonna see this one. It might hinder the culture. I think it might hinder it. I’m just saying 

[00:05:15] Brent: Yeah. Feel like we need we’ve Yeah, I think you’re right. And I, my, my delivery wasn’t the greatest. And and I think we could have used some kind of dramatic music around that one as well.

[00:05:24] Laura: maybe next time. Next time. The dramatic music. 

[00:05:27] Brent: I agree. All right, so let’s I know today we want to talk about a little bit about work culture and some topics around, around that. Why don’t you tell us your story, give us a little intro on your story and why this has become such a passion for you.

[00:05:41] Laura: , thank you this has become a passion for me because I think that we 

[00:05:46] Ruth: are in this transition of organizations leading from a command and control environment. 

[00:05:56] Laura: And I work with a lot of manufacturers, so I think that is how they have raised the generation of leaders that are there currently.

[00:06:04] Laura: It’s been very much a command and control type of scenario. Not negative or positive, but that’s just how it has been. But yet we have raised the next generations coming up in a different a transformational or more of a high performing type of generat. . So you’ve got leaders within organizations that have grown up in this command and control, and then you’ve got the new generation of leaders that are coming in from a high performing transformation type of background and how they’re raised and there’s a clash.

[00:06:39] Laura: And so it’s really interesting because you’ll have some people in this the current leadership who will call me and they’ll say, Hey, Laura, we have a problem with. Do you think you can come fix Bob? And I love that because we all know it’s never just usually, I shouldn’t say not never, but usually it’s not just Bob.

[00:07:03] Laura: It usually is the culture that has exuded and now there’s this clash. And so they don’t know how quite to deal with some of the consequences of bad behavior or desired behavior. . And so they build these cultures and they say, these are our values. These are the great things that we have in our organization.

[00:07:23] Laura: Oh, except for Bob. And so they don’t know how to reframe Bob and redirect him or say, this is not our desired culture anymore, and so you’re no longer the right fit. Now we can use it in a different capacity maybe, but not to lead other people. So that’s what we’re in is this transit. I got my master’s in organizational leadership in the late nineties, so I was like one of the first classes to get the organizational leadership bandwagon. And I love it because I think leadership hasn’t really changed that much to be honest. You could go back to, from my personal idea is you can go back biblically, right?

[00:08:01] Laura: I All the way. And it hasn’t really changed that much if you look at it. And so that was something that I was very passionate about, is how do you connect that human-centered leadership to move this transitional generation from here to here? That was a really long answer, but that is exactly what I love doing.

[00:08:23] Brent: So have two follow up on that. The first one is, do you think that there’s a, there’s gotta be some kind of a transformation in leading, in how we lead leaders, right? And that new leaders are going to be more in tuned with what the millennials, the people that are signing up for the great Reg resignation.

[00:08:40] Brent: The new leaders are gonna be more in tune to that. Do you think there’s a, there’s gonna be. Is there an issue with how the old guard is now bringing in the new leaders and how those new leaders are seeing what should be done and, but they’re not the original aren’t on board with that?

[00:08:57] Brent: Or do you think there’s a disparity in there? 

[00:09:01] Laura: I think this is the 

[00:09:03] Brent: question ahead. Okay. . 

[00:09:03] Laura: So here’s one thing I will say. So just because somebody has, I think you had said the old guard, but I think more of the command and control type of leaders, many of them are shifting so that transformation is happening.

[00:09:19] Laura: But there are still some that aren’t. And I think those are some of the leaders that the culture is trying to figure out, how do we change this? not possible. Or how do we get this person out? And so there are some transformational leaders within the current leader structure. And so I don’t know if that, if I answered that question the right way, is that what you’re asking me, Brent?

[00:09:46] Laura: Or is there a follow 

[00:09:47] Brent: up question on that? Yeah, I think a lot of times we look at how we’re leading and we look at the people where we are leading and that we don’t we discount the person who’s the leader because they’re, maybe they’re not in tune with the, I don’t know, the hierarchy of how the organization should happen, but I think the underlying thing that I heard in your, in what you’ve said earlier, , they’re not matching our culture and neither the culture changed or somebody hired him not to match the culture.

[00:10:16] Brent: I think that’s probably more of a root cause in that. . And how would you say to leaders that have that problem and is it a new problem or is it something recurring? 

[00:10:28] Laura: So I do think that every generation you’re gonna have a transformation or a transition technology. , as we all know, it transitions cultures and it transit transitions organizations.

[00:10:39] Laura: I do think that people forget about the culture when they are hiring, and especially today because we need people. And so sometimes wego ah, they don’t really fit, but close enough. And so then we hire ’em and they don’t fit at all. And then they end up leaving and they’re like, oh, why did they leave?

[00:10:59] Laura: I don’t understand. I do think that it is something that happens on a cyclical basis. I do think that cultures do change and the leaders have to change with it. And some of those leaders are able to do it, and some of ’em. One of the things I do want to bring up is that I’m talking more about the current leaders titled leaders, right?

[00:11:20] Laura: I think everybody can be leader, but the titled leaders, I’m talking more about them and we often say cuz they’ve always done it this way. They don’t want to change all of those kinds of things. The, I think part of the challenge is this next generation of leaders doesn’t give grace.

[00:11:38] Laura: They’re not very open to hearing, this is how we’ve done things. So there’s a little bit of a clash because we’ve raised them to push the envelope. Do this, do that. Be perfect. Focus on one thing, go after it. Whatever you want is yours. And a lot of times they don’t give enough grace, I think, to the current titled leaders.

[00:12:03] Laura: And that is a challenge too. And they have to know that too. 

[00:12:08] Brent: Yeah, no, that’s a really good point. On that. Maybe new leadership isn’t listening enough or it doesn’t have the concerns of the higher, I don’t know how to describe them, but the ones that are running the higher ups are setting the tone and there’s a shift, but maybe we need to have a more of a conciliatory view on how that shift is happening.

[00:12:28] Brent: Right, 

[00:12:29] Laura: absolutely. I agree with that 100%. I do call ’em titled leaders because I think you can be a leader wherever you’re at, doesn’t matter where you’re at in the organization, but these are the titled leaders. And so I, but I agree. Just as much as the titled leaders need to have compassion, the next generation of leaders need to have compassion.

[00:12:50] Laura: How do think help We forget about that. 

[00:12:52] Brent: Sorry. Yeah. How do you, no. How do you help people describe their culture? I think a lot of. The leader can’t even describe their culture. How do you get that into everybody? , so everybody is on the same page in terms of culture. 

[00:13:07] Laura: Yeah. So we actually, it’s interesting because when you have worked at an organization, let’s say 30 years, 20 years, 15 years, and you’re at this titled leader position, you see the culture differently than maybe somebody that comes in at more of a entry level position.

[00:13:23] Laura: And so what we do is we talk. if the more you can talk about culture and the more you can talk about desired behaviors, being part of that culture, the openness to doing it isn’t gonna make it be a taboo subject. If I continue to talk about culture and the, I’m working with an organization, we talk about the culture of accountability and leader.

[00:13:46] Laura: because accountability, I swear that comes up number one right next to communication as a challenge for organizations. And so this one organization I’m working with, we talk about culture of accountability and leadership. What does that mean to you? And so what we’ve done is we’ve taken we’re at about 450 employees from the leadership team all the way through frontline Super.

[00:14:13] Laura: and we’ve had that same conversation because we’re trying to create that. It’s not a taboo subject, let’s talk about it. It’s just culture. What is it that we want it to look like? How do we want to treat each other? What are our guiding principles? And so the more we can talk about it, the less taboo it feels and seems.

[00:14:32] Laura: And sorry, Brent, one more thing is there has to be consequences for people that are outside of a desired behavior. , there has to be consequences. Doesn’t mean it’s a termination, but something otherwise it’s not gonna matter. This particular organization, somebody came in and blew a gasket to five of his team members and in an appropriate way, and he actually was terminated and so that’s no longer how they wanted to operate in their culture.

[00:15:05] Laura: Now may it have, it maybe had worked 15 years ago, maybe. But not today. 

[00:15:10] Brent: Let’s just say the leader doesn’t, is talking the talk, but they’re not walking the walk. How do you get some accountability in leadership if they’re saying to be this way, but the leaders are demonstrating something different in a culture?

[00:15:23] Brent: Is that just that, is that just straight up toxic and it’s gonna lead to ruin ? 

[00:15:28] Laura: No, I don’t think it’s gonna lead to. I do think, this is why I think outside consultants or facilitators where there really isn’t any what’s the word I’m looking for? Not fear, but where it gives me the opportunity to say, is that really what you wanted to say?

[00:15:44] Laura: And I will call people on things in an appropriate manner, but I don’t have any skin in the game, so it’s easy enough for me to do. And that’s when we work with the leadership. throughout the process as we’re going from, top down across all of that. But working with that leadership team, cuz it has to start at the top.

[00:16:03] Laura: This is where the decisions get made at the titled leadership, but you have these centers of influence within it. So you’ve gotta figure out who are those people that are influencing either toxic or positive or, so you have to figure out from a social architect standpoint, what that looks like.

[00:16:24] Laura: So yes, I think it’s having those open conversations. I think it’s about the leadership team calling each other on things, and I am seeing that is happening and I think we’ve got a great group of current titled leaders. I think we’ve got a handful that aren’t amazing, but it really takes each person individually.

[00:16:47] Brent: Yeah, I think that’s a great point. We implemented e. Oh sure. About five, six years ago and having an implementer there was key to the success because nobody could push, or nobody could. It’s easy for a leader to not be accountable to something that they don’t want to be accountable to, cuz they’re the top of the food chain.

[00:17:04] Brent: It’s easy for that. If you’re talking about the culture, how do you not, how do you focus on the culture rather. focus on control of the culture. 

[00:17:17] Laura: Tell me more what you mean by that. 

[00:17:20] Brent: So you wanna make sure that you’re watching the culture, but you also don’t want to focus too much on control of the culture because the culture should be something.

[00:17:30] Brent: Built grassroots, right? Ideally your culture would come from the bottom up and the top down. . Is it a problem if leadership is trying to exert too much control over the culture and then in turn pushes a bunch of people out? 

[00:17:44] Laura: And that’s how you’ll know that leadership is trying to control it too much if people are leaving.

[00:17:49] Laura: I do believe though, when you look at high performing organiz. . There are five areas in the middle that they have direct control over, and the leadership team and the senior managers in that group, they actually own the strategy and the culture. It doesn’t mean that nobody has input and collaboration and all of that, but they own the strategy and the culture.

[00:18:11] Laura: That is what they’re responsible for. The rest of the organiz. Focuses on the structure, the systems, and the processes. And what they do is they bring that to the leaders and they allow them to make the choices. So they say, this isn’t working, this is working. Here’s how. It’s that kind of up and down, exactly what you said, but really the ownership for the strategy and the culture belong within the leadership teams. 

[00:18:42] Brent: Just going back to eos and EOS for the people who don’t know is entrepreneur operating system. So it’s a way of running your business or a systematic way. I one of the, it’s a systematic way and it is based on hiring people for their core values. And one thing that we do every quarter is working isn’t working.

[00:18:59] Brent: And I think one thing that maybe we miss out on, and I’ve heard you say this earlier, was how does that not working? tie in with the culture of the company, and then taking that one step further, how does it tie in with the core values? How do you help companies make sure that isn’t working ties in with culture, which should tie in your, to your core values?

[00:19:21] Laura: For one thing, and I know EOS has this too, I, I’m a firm believer that the entire strategy and the values and everything should be on one. , like there’s a focus area. This is how we do things. These are our guiding principles, right? And so I think if everybody has access to that and it’s communicated and there’s alignment and what that looks like, it’s easier to call someone out on something.

[00:19:47] Laura: If there is alignment, it’s been communicated. Then if you don’t really know or, Hey, I heard this is what our strategy is, or our culture is, but if you don’t have that and you’re not actually communicating it and have that alignment, doesn’t matter. So I think a leader’s role is really to set the vision, right?

[00:20:09] Laura: This is where we’re going build the alignment and then the execution. So those are the three pieces. And again, when I say leader, it could be anybody within the organiz. . But when we’re talking about vision, alignment, and execution, those are the three core pieces of top level leaders that need to address that.

[00:20:31] Laura: And again, I think it’s mostly Brent, it’s consequential challenges that people don’t want to deal with because so many people don’t like conflict and so they don’t, they just like what if I just ignore it? It’ll just go. Or they’re gonna retire in a couple years anyway. We’ve all heard this.

[00:20:48] Laura: So it’s that, and I know EOS has the same thing too. Let’s fix it right now. And if this is not the, get it, want a capacity to have it right. If this is not the right person in the right seat, then let’s find a different seat for this person. They’re very valuable, but maybe not today.

[00:21:04] Laura: And where we need them to. Maybe they were 15 years ago in this position, but not to date. We need their expertise to help us build this technical platform or whatever, to write out what the process is or whatever the situation is. 

[00:21:17] Brent: If a leader is struggling with a culture of trust, and you’d mentioned accountability and communication.

[00:21:24] Brent: How is there some simple steps that a leader could, or leadership team could start to assess that trust factor and then start working on building that trust? 

[00:21:38] Laura: ? Yeah, the, that’s a great question and because trust is a foundation of everything, every relationship you. Is the confidence. Trust is really, that’s the definition, right?

[00:21:49] Laura: Trust is my perception. Trust is the confidence you have in your relationship with others. That’s what trust is, the confidence I have in my relationship with you to do X or to do Y, and to break it down even further, when you talk about trust, it really has to start with me. I need to give trust first. As a leader, I have to be trust.

[00:22:16] Laura: And when you talk about trustworthiness, a lot of that comes from vulnerability, right? And I think that’s part of our challenge as leaders is, I know how we grew up. It was you don’t make a mistake and you just work 70 hours a week, 80 hours a week until it gets done. That’s not what we’re dealing with today.

[00:22:39] Laura: And so we have to have that opportunity to be trusting in our virtual environ. , there’s a lot of trust that has to be given. Like I know that this person is working because I trust that person. And so I think, the trust has to be given first and you have to be trustworthy. And I look at trust as in three areas.

[00:23:02] Laura: One is competence, can they do the job? And two is compassion. Do they have compassion for themselves and others? And giving grace And that type of. Competence, compassion, and integrity, right? Do you do what you say you’re gonna do? And then you have this emotional bank account component of it too. The more you can fill someone’s cup or fill up the emotional bank account, the more likely you can make a mistake and it’s gonna roll right off.

[00:23:35] Laura: But if you are in a negative deficit and you make a mistake or you do something, . It’s hard to build that trust back up. And when you talk about emotional bank account, we work on this, it’s just saying, Brent, thank you so much for a job well done. Or Brent, I really appreciate your expertise. Or Brent, I appreciate you giving me a hand when I needed it.

[00:23:55] Laura: Whatever it is, it’s the small things. It doesn’t have to be this grandiose. Here’s your, million dollars Brent for convers. . It could just be small things that add home. 

[00:24:05] Brent: And so that communication part of it you mentioned the company with 400 employees the leadership team can’t possibly talk to every single one of those employees, or they could, I suppose it would take some time.

[00:24:17] Brent: Is there methods in which that, or maybe you start with a one-on-one and then you move into a more of a scaled version of that. Is there ways to. Leadership, communicate some of those things to get feedback from their team? 

[00:24:32] Laura: I do think that it is important for them to have access to the leadership team, people the organization, to have access to ’em. Now, this one-on-one gets a little tricky because it’s just time. Time is of the essence, right? So I think when you do the connectivity, it could just be a town hall. , it could be that opportunity where I’m gonna, there’s three of us this month or this quarter, whatever.

[00:24:54] Laura: We’re gonna do a town hall meeting. Put your, send your questions in. That’s an option. Another one is when we go throughout the organization and build out the leadership development series, we have different leaders come in and do the introduction. So when they’re talking when they’re in front of the hundreds of people that are going through the program.

[00:25:14] Laura: They’re doing the introduction, they’re connecting with everybody at that level. I think that it is a challenge and an opportunity for the leadership team to look at focusing on the business, not in the business. And so when I say that, so many of our leaders tend to be technical experts, and that’s what they enjoy doing.

[00:25:36] Laura: So they like to just stay heads down instead of, that’s not your role anymore. Your role has shift. Where you need to be thinking about the organization as a whole and not just your area. So that’s a shift for some leaders also. But that, I do think that there’s a lot of opportunity. I Technology today has allowed for really nice connectivity and really bad connectivity too, cuz you can take everything out of context and you put your own story, thought or meaning behind something and it could blow up.

[00:26:07] Laura: And that’s oh, that’s not even what I meant. Technology’s good and bad, as always. Kurt Vank talks about that in his books in the fifties. But anyway, don’t get me started on that. 

[00:26:15] Brent: You mentioned a little bit about retention and, how we need to be attentive to the cultural needs.

[00:26:22] Brent: If there’s a high turnover. How do you get the new people involved in culture? 

[00:26:30] Laura: So if there is a high turnover, that’s a data. . So that is something where I think immediately some sort of focus group pulling out different people to have that conversation and finding out what is it, if we’ve got this culture laid out on our wall yet, we’re not living by it, we need to figure out what’s the gap.

[00:26:52] Laura: So what is it that we’re doing well and what is it that we’re not? . Right? So we talk a lot about what do you want us to stop doing? What do you want us to start doing, and what do you want us to continue to do? That’s a thousand years ago people have been talking about that, but it’s that ha that’s, it’s actually having that conversation.

[00:27:10] Laura: You’ll learn so much from the team members. But again, I think you need an outside person to come in and do it, because I think if you’ve got somebody from the inside and you’ve lost all these people, there’s a little bit. Fear paradigm they might be living in. I don’t know if I wanna share that. So is it’s easier to have somebody from the outside come in.

[00:27:30] Laura: Sorry, Brent. 

[00:27:31] Brent: No, it’s okay. Is there an easy way in an extra interview to get a leaving employee to talk about some of those? What’s not working? Okay. 

[00:27:41] Laura: So here’s how I think that most people see exit interviews. Most people, some people will share. a challenge, but don’t burn bridges. How often have we heard that?

[00:27:52] Laura: Don’t burn your bridges. Okay. So if that’s sitting in the back of your head, are you going to be truthful in what you wanna share? I don’t know. And quite honestly, the exit interview is passe we need to get in front of these people before they get to an exit interview, before they terminate and get to an exit interview.

[00:28:11] Laura: We need to get to connect with them ahead of. . 

[00:28:15] Brent: Yeah. That’s, that’s a really good point. Getting it before they quit. Is there something in the great resignation that has changed so much that maybe leaders aren’t understanding that?

[00:28:28] Laura: I think the great designation from everything I’ve read, I know that there are a lot of different opinions on it. I think the great resignation was a time when people. Reevaluated their life and what they wanted to be doing. And so a lot of times it wasn’t necessarily about the culture of the organization, but perhaps more about the role or that they wanted to do something different with their lives.

[00:28:58] Laura: Or they decided, I’m done. I’m retiring, we got enough money. This is how I wanna live. I. , I don’t wanna work anymore. It’s too stressful. Whatever the scenario is, I think people got the opportunity to take a step back and look at their lives and evaluate their lives. So that’s my take on it from everything I’ve read.

[00:29:17] Brent: I think that’s a really good point. I think that some leaders have now taken the opportunity as an excuse for high turn. and they just point to that the industry standard is now whatever it is, 60% turnover, some crazy high number . But I do feel as though there’s a place that we can find common ground.

[00:29:38] Brent: A as we, as you started out with, we can find common ground with the whole team to build a culture that. Do you think that we have to start shifting? I guess we, if everybody’s leaving, there has to be, there has to be a shift in culture. And if your attrition rate is so high that it’s affecting productivity.

[00:29:55] Brent: Cause I think also that pro productivity and retention are the two highest things that can lead to profitability. . So having some focus on that is gonna, one of the most important things a leadership team should examine. How would you say that

[00:30:11] Brent: you get feedback from the team and also you mentioned the in it’s too late in the exit interview, anonymizing some of these things. So the old idea of having. Little thing next to the time clock where people can put in their anonymous feedback. Is that a good idea? 

[00:30:30] Laura: I go back and forth on that because I would hope that people are in a culture where they can have those conversations, and that’s what I would say most people would wanna get to.

[00:30:42] Laura: I think this generation of leaders that’s coming. That is gonna be something that’s important to them, and they’re gonna build cultures out like that. I just think of my own kids who are in college and I just, I think they have such a different mindset that it will get to that point where they’re just speaking truth, right?

[00:31:01] Laura: They’re just speaking, but it’s about the delivery, which goes back to the emotional intelligence. It’s about delivery. So we want this open conversation, but you don’t have to be an ass, if I can say that. The air , you just don’t have to be that way. It’s about being curious. It’s about having connection.

[00:31:21] Laura: So I think that hopefully we’ll move to that point where we’re having more conversations and more open conversations where there isn’t that fear paradigm that necessarily living. 

[00:31:34] Brent: All right, we’re running out of time, but one last question is, I know back, going back to us as a people analyzer, it would be great to have a Culture Analyzer tool.

[00:31:44] Brent: Do you know of anything like that to say, so you could, somebody could objectively this isn’t working. How can we apply each of our core values to that not working and run it through the tool and come back with a number? ? 

[00:31:57] Laura: Yeah. What’d be great? There’s a, an analyzer, an assessment for everything, Brent, you know that to be true.

[00:32:03] Laura: So there’s one that, I think it’s university of Michigan I wanna say is working, there’s an Ohio, anyway, sorry. But they’re working on a cultural assessment. There are a lot of ’em out there. Actually, when I started the business seven years ago, I was thinking of going down this path with an organization that, that’s what they did was cultural assessments.

[00:32:24] Laura: They’ve been out there. I think the challenge that I have with that is that leadership component needs to be there if you don’t have buy-in. Cuz I’m this believer, like you have to have awareness of something like our culture’s not working or what we have on the wall is not what we’re seeing here.

[00:32:43] Laura: So you have to have that awareness and then you have to have the desire to change it. So if the leaders don’t have a desire to change, it doesn’t matter what kind of assessment comes. but you have to have the desire to change it. And then the commitment, what does that look like? So is it bringing people in, having focus groups.

[00:33:01] Laura: It’s not just the pinball machines anymore, it’s really about what’s true about the culture, and that’s the commitment and then practicing and failing. So it’s really pretty easy though. Pretty easy. I say that those four steps, awareness, desire, commitment, and practicing it. 

[00:33:16] Brent: That’s very Laura, as I close out the podcast, I give everybody a chance to do a shameless plug.

[00:33:22] Brent: What would you like to plug today? 

[00:33:24] Laura: We have at the, at the beginning of every year, but it’s our Fresh Start program and it is just a micro version of you can sign up and it’s yours. It’s videos, it’s holding you on track. That’s something to consider. And you can go to leadership delta.com and it’s right there is the opportunity to sign up for that.

[00:33:48] Brent: Great. And I will put all those in the show notes. Laura, this has been a very fun conversation. Should I say enlightening is a good word. Fun and enlightening. How’s that? I. Very enjoyable to talk to you today. Thank you so much. 

[00:34:00] Laura: Thank you, Brent. Take care.

[00:34:03] Ruth: Listen, Brent works hard on this Podcast, he would really appreciate it if you could rate it where ever you download your podcasts. Don’t forget to go to Content Basis dot eye oh and sign up for the content creator beta program. It is a great opprotunity.

How to Cope with Grief as an Entrepreneur with Sherry Walling

Sherry helps smart people solve complex problems. Sherry Walling is the one you call when you’re in burnout, feeling isolated, need to make a difficult decision, embroiled in a messy situation, out of ideas, and in need of a fresh perspective.

Her superpower is bringing calm to crisis and insight to chaos. Sherry has a Ph.D. in clinical psychology and two master’s degrees. Sherry has been an academic, researcher, psychotherapist, and best-selling author.

Traveling with Cats with Emily Miethner

Have you seen pets on planes? Are you creating connections between your customers? Today we interview Emily Miethner, who is the founder of Travel with Cats.

Emily has built a brand around traveling with cats and a community around cat travel. Emily talks about the ladder of engagement. It doesn’t stop at the sale. She cares about her customers and constantly improves her products to meet her customer’s needs. She started a Travel Cat Summit focused on cat topics, including how to grow your cat’s Instagram account.

Connect, engage, and grow your community with Rani Mani.

In the last episode of Talk Commerce for 2022, we speak with Rani Mani, the Digital Media Customer Communication Lead at Adobe. We talk about all things community and why some companies get community wrong.

Rani Mani is deeply passionate about making customers successful and harnessing the power of customer feedback to improve the overall customer experience.

Rani does this at scale over social media and is constantly looking at new and exciting ways to pinpoint areas where companies are making it especially difficult to do business with them.

Rani is skilled at working with cross-functional teams across the company to figure out ways of reducing customer effort. In addition to being keenly interested in reducing customer effort, she is equally schooled in strategies for providing exemplary support over social channels and cultivating and nurturing community engagement so the company can be a community-driven business.

Links from the Podcast

https://www.projecthired.org/

https://medium.com/@brentwpeterson/how-i-talked-my-way-into-creativity-eeb1481ebbaa

Transcript

Brent: Welcome to this special New Year’s Eve version of Talk Commerce. Today I have Rani Mani. Rani, tell us your role, what you do daily, and maybe one of your passions in life.

Rani: Yeah. Hi Brent. So my day-to-day at Ajovy is telling the story of our individual customers, so predominantly our customers using Creative Cloud. I’m incredibly passionate about doing amazing things in the world just because people are truly changing the world. Adobe happens to power that, so that’s been super satisfying to be a part of.

Brent: We met through the Adobe Insiders Program in 2019. Can you believe that? At the Adobe Summit, right? Or Yes. Yeah. So we met right around that time. And you are no longer with that group, so you’ve moved on to a group, but you’ve so graciously been involved in our little mini insider group that you’ve so kindly come on to the podcast today.

Rani: Oh yes. No, there’s no way that I could be too far away from the group with so many friends, and it’s so much more about the people than anything programmatic about the program. So yeah, I thrill to be here, Brent. 

Brent: Good. Thank you. Before we get into our content, I think one of the things we’re going to talk about is community.

Brent: You have graciously said that you would participate in the #freejokeproject, so I’m just going to tell you a joke, and all you have to do is say, should this joke be free, or can somebody charge for it at some point? All right, here we go. 

Brent:

What's a sea monster's favorite food,  Fish and ships. #FreeJokeProject @ranimani0707 Share on X

Rani: Yeah, I think that should be free, Brent.

Brent: Thanks. I was going to preface it with that. Most of my jokes are not worth saying, but free is very liberal. Thank you so much; all right. Community in our green room, you just mentioned briefly about that it’s sometimes community gets lost and how people do community is lost.

Brent: Can you expand on that? 

Rani: I think people lose sight of the fact that community is all about the individual, right? And what’s in it for them, what makes their heart sing, and how they can band together to support and share with one another. That it’s not meant to be transactional.

Rani: And a lot of companies, and even individuals, even nonprofits that I see trying to rally the community, make it about other things other than the individual. And I often wonder Brent is it not the most obvious thing that the community should be about the people that are in it? And why are we making so much of a big deal around the cause?

Rani: or the corporation or whatever the external thing is, as opposed to diving into the people. Because I feel like once you dive into the people and they are loyalists, and they’re bound to one another, no matter what the thing is, they will stay intact. Which I think is a real testament to how our insider program.

Rani: I could come in and out of it. Adobe may or may not be a part of it, but I feel like that group will forever last. Now the way we’ve set it up, I feel very confident about that because you are all so connected to one another that it’s a real thing of beauty to watch.

Brent: Yeah, I like what you said about not transactional, and I think leaders in positions that look for ROI want to figure out how can this transaction give us value.

Brent: And I think that’s the first mistake anybody would make in building community. Maybe just tell us a little bit more about how you feel and what you think about it being about the person. How focusing on that person helps build community. Cause some might think that’s backward like it should be focused on the community.

Brent: But I agree with you that it is about the people in the community and focusing on each of those. People help the community to become stronger. 

Rani: Yep. I feel like there is no community without the individual, and a community happens to be the sum of multiple individuals. And so, to me, the most basic attack.

Rani: Adam of that community is individual. So I need to not. I need to. I want to focus on who you are, Brent, and what makes you sing, right? What lights you up and what are you trying to do in the world, and how can Adobe and how can I be a part of that? And how can this community assist you in that, right? Like when you start with that premise, it’s a win-win for all.

Rani: But I feel like it’s no different, Brent, than anything in life, right? Whatever it is that you’re doing in life, if you don’t start with the individual and what does success look like to them and what gets them out of bed today, and what are their hopes and dreams like, how are you going to get to the heart of anything if you don’t start at that very basic level of the person?

Brent: The flip side would be that some company wants to create community, and they want the community to be about the company, and then everybody loses focus on the people in it because there’s no common bond between the people. It’s all just the company and the.

Brent: Whatever they’re trying to do is driving that community. Where organically community should be built because people want to participate in it, 

Rani: And the company should and can be a part of it. Like I feel like our Adobe Insiders Group has and will continue to do Somers results for Adobe, right?

Rani: I feel like this group does amazing things on behalf of Adobe and is very quick to defend and promote and all of that, for which Adobe is incredibly grateful. But in the event, Adobe was to ever step out of that community, I really firmly believe that, Because you all have established such a bond, and there are so many connective tissue threads within the group that, it’s really wonderful.

Brent: Part of the way I got into the Adobe community was through Magento, an Adobe acquisition. And I can say that the Magento community operates in a similar fashion, where the community really is the driver of everything around what the corporation would like to see, but there’s no oversight from some big brother saying you as a community have to do this.

Brent: And I like what you said about, they’ll do somersaults over it cuz they’re passionate about what they’re doing right. Like everybody in the community is passionate about some aspect of what they’re in it for, 

Rani: right? Everybody gets something slightly different, and there is no overarching you need to attend this many meetings, and you need to tweet this many times.

Rani: And I very purposely left it that way. Because I just felt like there were many, much bigger things that bound us together as people. That would have a much greater staying power than providing some arbitrary structure like that, 

Brent: Talk a little bit about the difference of how we can help to tell each of our own stories rather than a company story.

Brent: As a community, does it really help the community to tell the story about the company, or does it tell, is it help the community to tell the story about individuals who are in the community?? 

Rani: I don’t see it as a mutually exclusive thing. If you think about it, Brent, our community does both, right?

Rani: Our community gives the name and faith, and personality to the Adobe logo, as you tell different things that you’re doing using Adobe products, it’s your story, but ultimately gets wrapped up into Adobe story as. , right? So I feel like both need to happen for it to be a really compelling, memorable story.

Brent: I can remember in Magento Imagine the last one was 2019 and then the Adobe Summit followed up. But during that, we got Adobe Rush as a free gift for attending blah, blah blah. And I remember sitting there in that Adobe. I attended one of the Adobe Rush specific like there was some kind of a tutorial event or some

Brent: kickoff event and said, Hey, this is what it actually does. And I did CR I, and I remember him creating a short video during the session that said, Hey, I’ve made this while multitasking in my Adobe Rush session on Adobe Rush using Adobe Rush. And then, I published it by the end of the session.

Brent: I think it just, that kind of gives to how we can be passionate about a product and also promote a product while doing a product and sitting in listening about a product. I don’t know where I’m going with this story but was true. It was still fun. 

Rani: Very true. But not all products and services lend itself to that, right?

Rani: Adobe is in an absolutely unique position to have such an iconic brand and so many products that are within the fabric of our culture that, it lends itself to exactly what you’re talking about. 

Brent: It’s not as exciting to say, Hey, I’ve created an integration using Adobe io. While I was doing my Adobe IO session, and now I can, oh my gosh, make AEM talk to joking. 

Rani: Adobe covers, or for the people who are part of what do you call it, washing machines or dryers or, like I, I often, when I first started the group, I was like, this is criminal that I get to do this because, It’s how Adobe set up and what we offer the world, it’s, I feel like people clamor to be a part of it.

Rani: So it’s just, it’s such a natural, dare I say, easy thing to mobilize the community around. 

Brent: If you could speak a little bit to how. How you see the storytelling and if there’s anything different. Is there a magic sauce in the Adobe community, or is it something that is just inherently good because the community is building what the community’s building?

Rani: I think the magic sauce is the people, right? Like the love. If any individual within the group were to pull back or new people came in, the ethos would be different. And that isn’t to say that we don’t always welcome or look for new people, but I think there’s something very special about the existing.

Rani: People within the community and the amount of time you’ve all been together, the kind of hopes and dreams and struggles that you’ve all shared. You’ve been in some of our happy hours, Brent. And we get very up close and personal, right? We’re talking about deaths and marriages and divorces and Custody battles,

Rani: We talk about some really milestone real hearts stringing kind of things, and so that kind of vulnerability and that kind of connection with one another, it’s very much driven by the people.

Brent: The key to a good community is just what you were saying about it’s not just about some one thing that there are so many aspects around that. And we all have our own lives, right? And our own lives contribute to the community.

Brent: And whatever we do in our lives helps to build that community and make it stronger. And then, maybe you could speak a little bit about it. each of us in a community has a strong point. Each of us has one little aspect that adds to it and makes it a really strong community.

Brent: How important do you think the diversity in that community is? 

Rani: When I think about diversity, I think about it more than just ethnic and cultural diversity, right? I’m thinking about it as diversity of thought, diversity of backgrounds. Perspective, and that’s so important because we don’t. How boring would it be if we’re all like one another?

Rani: There have been things brought up and new and innovative ideas that have been offered due to the diversity. And we’ve all benefited from it. That’s why I’m so impressed with you, Brent, that in addition to being a part of the Magento community, you still took that leap of faith and became a part of this community that, at first, I’m sure, felt like a bunch of doorknobs, right?

Rani: Because there was no one. Product or one campaign, or one, anything that bounds us together. I brought a group of people together, and my ultimate question was, are these decent human beings? Oh, and of course, who happens to have a decent social footprint who are doing new and interesting things in the world of digital experiences?

Rani: But my ultimate criteria was, Are these people that I admire enough and feel comfortable enough with that I would invite into my own home and expose my four kids to, right? That was my ultimate criteria. And without exception, every single one of you that’s part of this group, it’s a resounding yes to that.

Rani: And so it’s been a great thing, right? We’ve just got a really good group of people. . Like not just the passion, but the level of goodness of the human being, right? 

Brent: Yeah, absolutely. Yeah. And for the kid’s thing, I’m worried more about the community members and my kids, like they’re exposed to my kids because, never mind.

Brent: Yeah. Gonna, I was going down the, a bad joke path there, . Yeah. And I guess when I was thinking about diversity, I wasn’t necessarily thinking. Cultural and ethnic, but that is a good part of it. It is important in a community for people to have different strong points.

Brent: And, I’m part of the commerce community, which gives me a different view on things. And now, for me personally, what I’ve learned from, going to the Adobe Summit when it was live in person, but then attending the virtual ones, was that there’s so much more to the whole experience that a customer would have using something like Adobe, you’re using any kind of platform that we can all become better people or even better in our own personal roles that we’re doing because we’re exposed to this diversity in what everybody’s doing.

Brent: So there could be one person who’s marketing, and there’s one person who’s data or commerce or whatever, like we all get together, and we talk. I think that’s as important in that community as the community itself. 

Rani: Yep. No, I agree. I agree. And the ethnic diversity has been a real treat as well because, Adobe really stands for,

Rani: amplifying and elevating the diverse voices that we represent in the community, right? In terms of our customer base. And so that was important to me as well, that we had that right mix of cultural and ethnic diversity within our group because, ultimately, perspective is made up of who you are and where you come from, right?

Rani: And so we, we have a real nice mix of that within our group as well. 

Brent: Yeah, absolutely. And just want to applaud you for helping us to tell our stories in the community. You helped me quite a bit. To be able to tell my story to the community.

Brent: And I think I have a blog post out there somewhere. Anyways, it doesn’t matter. That’s hard to hear. Yes. No, there 

Rani: is. And it was a beautifully done story as well, Brent. In fact, we should link to that from Oh yeah. This podcast so that people can see it because I, and this. The premise of who Adobe is, we believe that everyone has a story to tell.

Rani: And whatever we can as a company, given our products and services, whatever we can do to empower and enable you to tell your story, then we’ve done our job. 

Brent: That’s awesome. Rani, we’re quickly running out of time. I know we wanted to target 10 to 15 minutes. A as we close out the podcast, I give a guest the opportunity to do a shameless plug about anything.

Brent: What would you like to plug today? 

Rani: Yes, I would love to plug a nonprofit organization in the Bay Area by the name of Project Hired. I’m a very proud board member of the organization, and the organization is, Focused on providing advocacy and providing employment services for the disabled community.

Rani: Disabled people makeup one in four people in the world are disabled, and unfortunately, disabled people are woefully underemployed. And so this organization. Provides counseling and guidance and all sorts of services to help individuals with disabilities get employment. I would love for the audience to take a look into Project Hired and participate with them in any which way that you feel inclined.

Rani: Obviously, during the holidays and going into the new year, we’re always looking for donations. And donations don’t always have to be in the form of money. It can be volunteering. It can be if you’re a part of a company that has open jobs that you would like to do some matchmaking with our clients, that would be incredible.

Rani: So many different ways to participate and to give. 

Brent: Yeah. Thank you for that. And incidentally, I just did an interview with a company that does sim something similar. It’s called John’s Crazy Sox, and they hired a disabled individual in there, and I don’t know what the percentage is, but it’s large, that’s one of their missions, and they talked a lot about the mission of whatever the company is, has to reflect what their customers are wanting.

Brent: And I feel as though Adobe does reflect. In itself and with the employees and people like you that help to promote causes like this and help to amplify their voices. Yes. 

Rani: Yes. No, most 

Brent: Definitely. Rani Mani, thank you so much for being here today. It’s been such a pleasure talking to you, and I wish you a very happy New Year.

Rani: Oh, a very happy New Year to you as well, Brent. Thanks for having me.

Brent: You’re welcome.

Live streaming your CPG with Lynn Power

Is the future of consumer packaged goods live streaming? Lynn Power talks about her brand Masami and how she has gone from start-up to success. Make sure your idea is scalable, and you can see your vision through. Lynn helps us see how CPG is changing and what new brands can and should do in our post-pandemic economy. Think through your brand, your content strategy, and your budget.

https://www.lovemasami.com/

https://www.linkedin.com/in/lynn-power-02b8904/

Reef Safe Sunscreen

Changing the Face of the Marketing Industry with Kelli Williams

Are you a fearless leader? Do you shy away from hard conversations or dive headlong into them? We interview Kelli Williams, who recently took on the Interim CEO role at The BrandLab in Minneapolis. She is changing the face of marketing one person at a time.

Some of the work they do at Brand Labs is what they call fearless work, and it’s all about having fearless conversations. It’s about having conversations that you just started by saying,

“You know what, I have some blind spots. I have some areas of opportunity to learn more to bring additional diverse thinking and to understand areas of bias or areas that I may not be comfortable with so that I can, as a business leader, create opportunities to have conversations and to create safe environments for all people on my team.”

The Secret Sauce for Improving Customer Experience – Back Office Operations with Allie Kern

Good customer experience is a top priority for any business. It’s the key to driving customer loyalty, acquiring new customers, and, ultimately, improving bottom-line results.

But many businesses overlook that the secret to excellent customer experience lies in back-office operations. By investing in back-office operations and ensuring they are running smoothly, businesses can ensure that customers have a seamless, enjoyable experience – and reap the rewards that come with it.

With the right back-office operations strategy, businesses can create a more connected customer experience, drive customer loyalty, and increase sales. Let’s explore how back-office operations can be used to improve customer experience.

We interview Allie Kern with BrightPearl who helps us understand how an ERP solution like BrightPearl can improve your customer experience.

Learn more about ERP here: What is ERP (Enterprise Resource Planning): What It Is and How It Works

What is an ERP

2022 Holiday Season Insights and Shopping Trends with Megan Blissick

It’s Black Friday, and we interviewed Megan Blissick with Signifyd. We talk about BFCM and the Pulse Tracker. Will the predictions be right?

You can listen to some of the numbers Megan gives us and compare them to what is happening! Signifyd’s Holiday Season Pulse Tracker compiles a live look at online sales with real-time adjusted season projections to bring you the fastest, most immediate insights into season performance.

Powered by Signifyd’s Commerce Network, the Holiday Season Pulse Tracker leverages data from thousands of retailers from a variety of verticals around the world.

Transcript

Brent: Welcome to this episode of Talk Commerce Today, have Megan Blissick. Megan is the head of Global Agency Partnership with Signifyd. Megan, go ahead, introduce yourself. Maybe tell us what you do on a day to day basis and one of your passions in life.

Megan: Ooh, one of my passions was fun. Yeah. Thanks for having mere.

Megan: I’m Megan. I had global agency partnerships at Signifyd e-commerce, fraud prevention and revenue optimization organization. So I’ve been with signify for I think, God, like two and a half years at this point. A lot of experience in the greater e-commerce. E brand management, digital marketing management, and the e-commerce ecosystem up until running partnerships that Signifyd for the past couple of years.

Megan: It’s been a great time. Love it there. And a passion of mine is rock climbing as a lot of folks I believe know at this point. When I’m not at conferences and events, I’m hanging off the side of a cliff .

Brent: And do they call that bouldering?

Megan: Bouldering is when there’s no ropes, but

Brent: Oh, so you don’t do that part?

Megan: No I get all the way up the top yeah, I get to get some really cool views up there.

Brent: I’m assuming you’ve seen the movie where the guy climbs El Capita, Is it called Free?

Megan: Yes I’ve seen a couple of those

Brent: movies. Any aspirations to do free solo for that one?

Megan: No.

Brent: I got super creeped out just watching that movie.

Megan: I definitely enjoy the rope element of rope climbing. I do that part where you fall and you don’t die. . Yeah.

Brent: That’s always a plus, right? Yeah. Cause in that movie, somebody did one of his friends died, I think.

Megan: It’s it can get really intense in the climbing world, but but me and my buddies we like to play it safe.

Brent: Yeah. Good. Before we get into content and after, now we’ve talked about rock climbing. Yes. I do have a project that’s called The Free Joke Project. Okay. And what I’d like to do is just tell you a joke and you can tell me if you think it should continue to be free. Or if we could charge for the joke.

Brent: Okay, here we go. Here we go.

Brent: I was trying to figure out why the ball kept getting bigger and bigger. Then it hit me,

Megan: Is this how this whole podcast is gonna go ?

Brent: Yes. All right. Since you were so good at that one, I’m gonna tell you one more and then we’ll move on

Megan: since, give me one more. Let’s go for it.

Brent: I entered 10 puns into a contest to see which one would win, no pun in 10 did.

Brent: Oh God.

Megan: How long are we doing this ?

Brent: We got another half an hour.

Brent: Okay, let’s go for it. Let’s go to, let’s go to real things now. Yeah. Commerce protection platform. Tell us about that. Yeah. In our green room, we talked about Signifyd being this fraud thing and we fraud protection, at least in my mind. And that’s what I thought about it, but it’s so much more.

Brent: So tell us, give us a little background.

Megan: Yeah. Okay, Brent, you and I have been working together the whole time I’ve been at Signifyd and you’ve actually been working with us longer than I’ve been around. So when Signifyd started, we were actually a fraud scoring tool. So what that really means is when a customer goes to a website they hit the checkout button and

Megan: we gather a lot of information about that customer based on not only the website they’re checking out on, but any other website within Signifyd network. That way if it’s the first time they’re at, REI buying a climbing rope but they’ve already gone to Moose Jaw and they’ve already bought some Caravaners we already understand a little bit about that customer more than the merchant on hand.

Megan: So that lets us make a better decision about whether or not that’s a legitimate customer. What we started realizing was, as we’re doing this scoring we are getting really strong scores getting better information than our merchants so that we could really provide them that value, but, They weren’t always taking us up on it.

Megan: So we started actually guaranteeing on our orders. So saying, Yes, we think this is a really good purchase. We think this person is correct. There may be, a couple things that look weird. They may be shipping it out of state, or the recipient doesn’t have the same last name. But ultimately we have enough data to stand behind this.

Megan: So we started adding a financial guarantee, and that’s where g. Fraud protection came from. So we said if we’re wrong and if it is fraud signify will pay the merchant back in full cost of product shipping, taxes, fees. And that really took us into another world of e-commerce fraud prevention, because what that did was not only prevent fraud, but we started actually increasing revenue and increasing order approval rate for our customers.

Megan: So we saw that. Getting rid of the fear of fraud, we are actually able to enable more transactions to go through. That really opened a door for our customers to see five to 7% revenue lift just by taking in more orders that they were at first afraid were fraud. So that really changed the conversation for us.

Megan: We are preventing fraud, but we’re really driving most of our value by driving more revenue. So we started looking. Further down in the conversation, what happens once that product gets there? Does the product arrive or does the merchants still have to pay for an item not received claim where they delivered the product got there, but the customer never got it.

Megan: So sometimes, that’s true. We’ve seen porch pirates especially talking to the holiday season. This is something that. It’s unfortunate, but it’s true. People steal things off of porches. I’m sure you’ve seen some of those Ring doorbell videos. But sometimes a customer does get their product and they say they didn’t.

Megan: A merchant busy during the holiday season doesn’t really have time to look into all those claims. They don’t want to insult their customers that are legitimate and are good and are missing their products. So they’re taking a hit there. Signify said, continue down the funnel. Let’s cover item not received claims significantly, not subscribed, subscription cancellations like cancellation errors, order shipping fees.

Megan: So we started really enhancing our commerce protection from just that point of sale, continuing down the funnel. Now Signifyd hosts a variety of different products through our three main modules through our agent console, where you can really tailor your different policies and your orders through insights reporting where you can really understand your customers better.

Megan: And through our decision center, which is, our core product of yes or no, are these orders being approved or not? That allows us to hit into a couple different categories past the traditional fraud prevention chargeback recovery, account takeover protection, author off rate optimization pre off acceptance.

Megan: You’re not paying those credit card fees anymore. Along with that that core of products. So at this point, yeah, signify covers our merchants end to.

Brent: And we talked earlier that right now it’s before Black Friday, but this episode’s not gonna come until after Black Friday. . So you do have something new called a, or maybe it’s not super new, but a sales prediction tool or sales tracking tool.

Brent: Tell us a little bit about that and how that’s gonna play into the holidays. .

Megan: Yes. So this is actually a continuous project that I’ve absolutely loved. It’s been part of Signifyd since I started right at the beginning of the pandemic. When we, we sit right in that payment gateway. We get to see real time transaction data across over 6,000 different merchants in hundreds of different products categories.

Megan: So what that really gives us is a chance. Look at real time e-commerce data. So actually just today we launched our 2022 holiday season insights and shopping trends. So as things happen in real time, we’ll be able to track. Our holiday season projections against what’s actually happening this holiday season.

Brent: All right. Then I’ll make sure, I’ll put all that on the show notes that they can get the link to the report and they can look at it. You had mentioned some things that, that we’re looking at in. The holidays. Can you give us any insights that we might see for Black Friday? And I guess we’re gonna know if you’re right or wrong for Black Friday after this, but we still have Christmas, Hanukkah coming up in Yes.

Brent: As we go forward.

Megan: Absolutely. So we have. Three categories right now of holiday season predictions. We have one on total holiday spend. We have one on product volume, how much is actually going to be purchased, and then we have some cyber week predictions. So I think we touched on this in the green room.

Megan: The the holiday season is not Black Friday anymore. Between pandemic, e-commerce penetration and everything in between. Shoppers are buy. Gifts whenever they want, and and merchants are really catering to that. I think Amazon has two prime days now, or a special exclusive event coming up.

Megan: There’s already holiday sales at some of the major big box retailers. The the holiday shipping window and the holiday returns window has already started where there’s usually extended return windows so that people can buy gifts and then return them once they’ve been gifted and and not received kindly.

Megan: So there’s really a huge window of holiday shopping now. It’s not. Like that small peak that happens in that one week of Black Friday and Cyber Monday, and then again in that like Christmas and Hanukkah weeks. It’s really starting now and it’s going to continue until the shipping cutoffs occur in the end of December.

Megan: So we’ve got a long holiday season coming

Brent: up. Yeah, And it’d probably go all the way to July if Amazon takes us there. And then it’ll start again right after July. That’s when the pre-Christmas sales will start. Soon. You had mentioned in the greenroom as well about how you’ve extended, so traditionally Signifyd was that sort of right before the payment happens.

Brent: But now you’re extending it down the funnel even past into the delivery cycle. Tell. Where you see the biggest value for a merchant as you get through that. Let’s just say they, they, that is, it’s a client that, that makes it through or isn’t, It’s a valid client, but , it’s somebody that is trying to gain the system by saying something, I didn’t get something.

Brent: How does Signifyd help there?

Megan: Yeah. Item not received is a really interesting category. As Brent, I live in Brooklyn. I’ve had a couple packages stolen off my doorstep. It happens, there’s a, a couple of my friends happens to it too. But there’s also those merchants or those customers that, they say that they didn’t receive a product when they did.

Megan: So that becomes an item not received claim. There’s a couple ways that merchants, if they’re handling this on their own, they can deal with. You might have seen some of the backlash of some of these come up before. For example, on Amazon, if you claim too many items, so it’s not received in a six month window then you’ll start getting a flag of you must provide proof or, like you can’t return any items for the next like couple months.

Megan: Things like that. You can’t make this claim anymore. So there’s that volume approach, right? If it’s the, if then approach of binary rules, if someone returns X amount of items and y months reject. We all know that any binary system is just right for fraud. It’s very simple. If someone can figure out, Oh, I can return four items but not five, or I can return.

Megan: $200, but not 201. Then they’re going to push right up to the boundaries, create another account, anything like that. So there’s always a way to get around those binary rules. You’re also, if you’re managing things on your own, you’re risking an insult rate. And I will tell you there are. Vengeful customers that will let you know if you’ve wronged them.

Megan: We’ve seen them all online, if it, And it’s a terrible customer experience, right? So if I ordered something I was really excited about I get the notification while I’m out at work that, a package arrived at my door and then I go home and that package isn’t there.

Megan: You, you first have that sinking feeling and then, Text your neighbors. You ask if anyone else picked it up or saw it. You wait another day and see if the the shipping thing was just wrong and they hadn’t gotten there yet. And then you ultimately contact the company and say, Hey, I never received my product.

Megan: If they come back to you and say, Hi, we think you’re lying and you’re not getting your product or your money going to raise hell and high water. All over anywhere you can post a review or rating online. There’s a lot of places to do that. So you risk really insulting those good customers because that might also be a really high value customer.

Megan: It can be someone that’s shopping with you guys once a month that is going to go to your competitor and never go back again and actively discourage people from shopping on that site. So what signify does is, first and foremost, if you have our INR coverage, we reimburse our merchants. We say, We got it.

Megan: Don’t worry about it. That’s ours now. So our customers are taken care of immediately. We now also have an internal chargeback recovery team. So they will go and they will investigate that claim. They’ll investigate all claims that they think that there is a reason to look into and will go all the way through the entire process and order flow to figure out if that product actually did get to the intended recipient.

Megan: We’ve had some very funny ways that we found people and we actually now have made that into another series called Crime and Cocktails where every couple months we sit down in a webinar setting and we talk about some of the some of the fraud that we’ve seen in the industry where we actually catch some people that are claiming that they never receive their.

Megan: $5,000 Rolex, but they’re wearing it in their picture, on their Facebook profile. Or where someone says that they never got their above ground pool, but we find it on Google Maps. So we actually get to cover what really goes into some of these fraud attempts and how our teams are able to, trace back the entire supply chain to really find if these are legitimate customers.

Brent: Yeah. That takes a lot of tpa to claim a lost pool, but then set up the pool in your yard. My, I still love that one. . Yeah. My experience recently has been, I received a package from Amazon that was empty and it was also. Point zero one ounces, . So it clearly got through everything. And then Anne got the weight onto shipping and they shipped it.

Brent: It was just a, it was an envelope, but it was supposed to have some clothes in it, huh? And zero weight as well. I didn’t even have to argue with Amazon. They just sent me the new item. But I suppose as a consumer, if you get an, and it was a, one of those envelopes from Amazon that had the, and it wasn’t even sealed yet, so somehow nobody put the thing in it.

Brent: They just sent it to shipping, ran through their UPS thing, and then off to ship. But it’s not, I suppose too, as a consumer, you, if for whatever reason you get the couple of those in a row, you want to make sure. Back yourself up with your ring and all this other fun stuff. You. So I think you mentioned returns.

Brent: How do you go farther besides just the lost packages? Do you go into returns as well?

Megan: Yeah, and that’s actually, I’m glad you brought that up. That’s probably what I consider the most exciting opportunity space is especially going into the holiday season this year. We all know that e-commerce returns happen, but we all pretend like they don’t

Megan: And the really, the biggest bummer of it all is that it’s a much higher rate than in-store returns. Take fashion as a category in-store returns average around 10% of retail sales. eCommerce averages around 30%. And that’s really hard. Especially right now, we’re not in the best spot in the there’s an economic downturn.

Megan: We’re all aware of it. People are still buying, people are still shopping. When you’re really counting on sales and business and 30% of that is coming back in the door. That’s a big hit because that’s merchandise that was off the floor that couldn’t be sold. That’s also merchandise that gets damaged.

Megan: In return, about 25% of returned merchandise goes straight to a landfill. And, that’s just devastating both for the environment and for a retailer’s bottom line. And then seasonal items get marked down. Okay, return that fake Christmas tree, but you can’t sell that again until next year.

Megan: So now you’re sitting. Dead inventory and there’s a lot of companies that are popping up to really start solving returns. It’s making me really happy. Signifyd is partnering with a couple of those to be displayed soon. But what we’re also doing, and the reason that we’re really showing up in that space is actually in terms of, the consumer experience.

Megan: Returns is a one size fit all approach right now, and it’s probably the last thing in the customer journey that applies that. We have loyalty programs that incentivize good customers. We have tailored experiences so that if you have a certain IP address, then you land on a different website version on a homepage than someone else.

Megan: But why are we all doing the same thing when it comes to returns? It’s this blanket return policy of. 30 days or free shipping or something like that. When in reality our good customers should have the benefits of good returns and our abusive customers shouldn’t be able to return things at all.

Megan: Because you know that’s not a customer that you really want shopping on your site. It doesn’t matter if they spend a thousand dollars. If they return that a thousand dollars and end up costing you $300 along the way, that’s not a good customer. So what signify does now is we have a returns abuse api.

Megan: So what that allows us to do is actually take control. That customer return journey if they go on that. So say you put us in place right now. Holiday season has started. We’re getting all these orders in. Again the benefit of signify that’s. That powers everything is our commerce network. We work with so many brands around the world that we’re able to see 98% of online consumers.

Megan: So if you’ve shopped online you’ve probably shopped at a Signifyd store, which means that we know you. And that can be really good because if you’re a good customer and we’re using a merchant that’s going to say, Okay, we’re gonna prioritize our VIPs. Has a rewards account with us.

Megan: Anyone that’s been a customer for more than three years, you can set all of these rules yourself and say, Megan’s a good customer. She spends over a thousand dollars a year with us. If she initiates a return, immediately refund the money to her account before she even returns the product. Send a prepaid shipping label so that make it really easy on her to send that out.

Megan: Ask if she needs a box or. A mailer or an envelope and send that as well and, make that friction point that’s happening. Cuz no one wants a re I don’t wanna return a product. I didn’t buy it to give it back. But make that friction point something that’s really exciting for your customer.

Megan: Wow, that was incredibly easy. I’m going to buy from here because if something goes wrong, I know they have. So treat your good customers really well. And then, over here, Brent, you’re just returning everything you buy. You’re just, buying it to use it once and then put it back in the box and who cares if it’s broken?

Megan: You’ll just say it arrived that way and then shipping it right back. For customers that are doing, abusive behavior with your products, you can limit them. You can make their order final sale. You can, make it that they have to pay for return shipping. And they don’t get their refund until the item has been inspected back in the warehouse.

Megan: And then everyone else somewhere in between. So what we can really do with actually taking control of returns and looking at different customers, setting these different policies can ultimately create a really strong customer experience for your best customers and can shut out those serial abusers and just get them off of your site.

Brent: Yeah, and to be fair, it’s only because people keep buying me hair care products, but I keep returning them for gifts. It’s not that I’m trying to do it, it’s just that I can’t use it for anything. I guess I could re-gift it. That’s a good idea. You could re-gift it. . We have a couple, we have a little bit of time left and I got thinking that that, let’s put this episode live on Black Friday.

Brent: So let’s just say somebody is sitting there on Black the day after Thanksgiving still sort of stuff, Turkey, and they’re like, Oh, I’m gonna listen to a podcast. Oh, there’s a new episode out. What do you think that, And they’re gonna be shopping as a, as a. It’s too late to do something then. But as a as a shopper, is there ways to figure out, I don’t know how to say with that.

Brent: Is there is there trusted brands that you know that are gonna be a good brand to go to? Or is it is it just the typical trust that you have from a merchant or for the merchant and then as a merchant, this is a better question. As the merchant, before we get to Christmas, is it too late to add Signifyd?

Brent: I.

Megan: Not at all. If you’re a merchant that’s already using Signifyd you can effectively turn on something like our returns of use API or add in any of these additional layers of protection. If you’re not already using Signifyd any major e-commerce platform we’re already pre-built into.

Megan: Adobe Commerce, Shopify Plus Salesforce Big Commerce. Neva, NetSuite, V tags all the good guys. And then, if we don’t have something built, we have we have APIs that connect in to everybody. If you’re working with an amazing agency like Magento they can get you set up and running and really quickly and, just start protecting your orders.

Megan: Start, especially when it comes to these big swings and volume. You don’t have the manpower to be manually reviewing all these fringe cases, especially when it’s 100, 200% the regular daily volume. Having a product like this in place, it’s quick to put in. And it’s quite effective, I would say, especially for the holidays.

Brent: Yeah. I always like to tell the story that we started in Mexico selling e-commerce in 2014 and one of our first clients had a call center that they literally called every client that put an order in cuz they were worried it could be a fraud client. . So they had, 20 or 30 people in a big room that would just make phone calls all day to confirm.

Brent: So that’s a lot of manpower. Yeah. From a volume standpoint, how much that, let’s think how much you can help something like Signifyd and help. And it’s almost at this point, it’s a necessity, isn’t it? Because if you think about the cost to the cost of returns and the cost of fraud and all those things that are around that this is something that is not just an insurance and doing that, but it’s also, I think you had mentioned a couple times just improving the customer journey.

Brent: Yeah. And improving the experience of the customer. And then for, from the merchant side, knowing that the customers are good is always a better way to do

Megan: business. Yeah. There’s a lot more trust in the entire transaction. And you’re right, it is essential because especially right now oh, a lot of companies are having a hard time and have big numbers to hit.

Megan: There’s, you can’t afford to turn down your best customers, so if someone’s hitting the buy button, that’s the highest intent they can really show you. And we can’t afford to turn away four or 5% of those customers because of the fear of fraud. So that’s ultimately how I always see it, is, let those good customers through and, Let them through that first time and they’ll come back, especially if they have a good experience end to end.

Brent: All right. A couple minutes left here. Megan’s prediction on the holidays what do you think we’re gonna be

Megan: doing? All right, so we’ve. Thing. So going back to those three categories, this is what what the amazing team had Signifyd. I had nothing to do with these numbers, but we have an incredible data team.

Megan: So they were really able to pull some of these insights based on what we’ve been seeing over the past, oh gosh, 24 months of eCommerce trends. Our first prediction is that cyber week growth is going to increase by 5% year over year. So we think there’s still gonna be a lot of volume, but we don’t think it’s all going to come from cyber week.

Megan: We’re predicting an 8% increase in November and December is total rise in terms of that product volume. We’ve been seeing people buying more recently, which is, it’s still haven’t figured things out in terms of the economy. I’m not even going to pretend to try, but we’re predicting an 8% change in volume of products sold in cyber week and a 5% overall volume in November and December.

Megan: We think people are still just buying more, but ultimately that cyber week, we think it’s gonna be down from last year. We think there’ll. 19% of holiday sales versus 21% of holiday sales last year. So people are spreading out their purchases, they’re starting earlier, they’re shopping later.

Megan: As more companies adopt better transition, better solutions they’re able to extend their shipping windows because, they’re not doing that manual review in house anymore, they’re able to actually approve and process orders faster. So they’re able to accept orders longer into the holiday season.

Megan: Yeah, we think it’s a wider range. People are buying earlier, they’re planning ahead. But there’s still going to be a lot of consolidation in Black Friday, Cyber Monday.

Brent: Yeah. And I think overall I was at the econ forum here in Minneapolis a couple weeks ago, and they gave out some numbers that said, E even though it seems like we’re going into a downturn, We’re coming off of such a hot cycle through the pandemic.

Brent: Everybody had to order online. Yeah, that online is still gonna grow even next year. It’s gonna grow 20% over the year before. It won’t grow 50 or whatever that number was. Maybe it was 10%. Anyways, it’s gonna be a good healthy growth in online no matter what over the year. And so people are still shifting from retail to.

Brent: Online, maybe not even, Or even buying more in the future. Yeah. And that as a merchant, you need to always pay attention to where your customers are buying from and where they’re gonna buy more from. Yes. So that cycle and reducing some of that friction in the. And the checkout and making sure that it’s a quality customer is such a important part of things.

Megan: Yeah. It’s really important. And those customers show up everywhere. They’re showing up online and then they’re returning in store, or they’re window shopping online, and then they’re making a final decision. It’s really important to meet that customer where they are, treat them the same.

Megan: Everywhere that you find them and make sure that they have the best experience with your brand.

Brent: Megan, as they close out the podcast, I get everybody a chance to do a shameless plug. , what would you like to plug today?

Megan: Oh gosh. Am I not plugged enough? I feel like it’s been most of us .

Brent: You can plug anything you want.

Brent: You could plug your climbing. Should I plug rock climbing?

Megan: Oh my, yes. Yeah. Anything you want. No, I would absolutely love to plug the incredible marketing team here because all these insights, all these analytics, all this data it’s, all of my partners know this. It’s something I talk about far too much, but, we have a incredible team of really talented and really thoughtful marketing folks that have really enabled Signifyd partnerships continuously.

Megan: We’re able to create really incredible content. It’s actually thought provoking. I hate how many times I even said pandemic in this presentation. They’re really able to bring this information to the table in a way that’s digestible, easy to use and easy to explain. That’s that’s my plug is when you have a great marketing team, let the entire world know

Brent: As, so we’re gonna close out now, but since it is Black Friday today, and we don’t know if I’m actually gonna get it done by it, but it’s gonna, we’re gonna assume that I have it done already and it is Black Friday. What should I go out or What are you gonna go by on Friday? Black Friday and I’m gonna be in the air, so I won’t be able to buy anything.

Brent: What are you gonna buy on Black Friday?

Megan: What am I gonna buy on Black Friday? You’re gonna laugh at me, but I really want a nice two person tent because I only have a one person tent right now and it’s very tiny.

Brent: Is your two person tent, the kind that sits on the side of a rock face?

Megan: No, but I hang, give you a little education that is called a portal ledge.

Megan: Oh, Portal ledge. Like a portable ledge. Yeah. Very cool. So now you’ve got a cool little lingo term for next time you’re out rock climbing or summiting, lcap .

Brent: Absolutely. Okay. If you don’t get your 2% in, then for the holidays, you’ll want one for a gift.

Megan: Yes. Any, anyone that’s listening that wants to send me a tent, I’m sure you can just provide my information in the comments, . All right,

Brent: perfect. Megan Bick is the head of Global Agency Partnerships With Signifyd. Thank you so much for being here today.

Megan: Thanks for your time, Fred. Always great to see you.

Brent: All right.

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