Author: Kim Goodhart


Posted on /by Kim Goodhart/in Kim, Video Marketing

The 3 Worst Limiting Beliefs Holding You Back

 

Video storytelling is arguably the most powerful tool in the art of communication.

If you have an idea, product or service that your audience will benefit from you need to use video to communicate what it does to those that count.

It’s takes a lot of hard work to build an idea that works, it takes a lot of hard work to get people interested. It’s a complete and utter waste of time, energy and money to let all that effort go to waste and drop the ball at the finishing line.

The challenge, and I understand this because it’s real. Is that video is an expensive medium and it’s not always easy to find the budget.

The good news is that you already have everything you need stored away in the pocket of your jacket or tucked away in your bag. Your smart phone is so powerful, it has everything you need to make amazing video stories that will give you the power to make sure that your ideas, product and services get the attention they deserve.

The only thing holding you back are 3 limited beliefs.

Limiting Belief #1 - ‘I’m a technophobe I can’t make videos!’

The most common thing we hear people say is, ‘I’m a technophobe. I can’t make videos!’ And I can understand that. Technology can be confusing at first, but it doesn’t have to be. Filming is obviously easy. All you need to do is press record. Editing is a little more complicated, but picture this. If I gave you some glue, a pair of scissors and the transcript of your last pitch and I asked you to cut up your conversation into little bits, throw out the parts you didn't like and keep the parts that you did. And then I asked you to stick all the bits where you said it right back together in an order that makes sense would you be able to do it? If your answer is, ‘Yes!’ Then you can master editing, because that’s exactly what you do when you edit, albeit on a computer screen. 

Limiting Belief #2 - ‘I don’t have the time.’

I can’t count the amount of times I’ve heard someone say, ‘I don’t have the time.’ We all say we don’t have time but we do. We have plenty of time. What we mean, is that we haven’t made it a priority. 3 years ago, someone told me I should be using Facebook ads. I didn't believe them. I’m not a huge fan of Facebook advertising and then this year someone convinced me that it was the best way to reach a wider audience. I dedicated a few weeks to learning about the different types of ads and how to set them up and you know what? It was easy. And I reached a whole new group of people and they’re amazing. So, the real question is this, ‘can you afford NOT to dedicate a bit of time to learning a new skill that will give you the power to get your ideas, products and services the attention they deserve?’

‘NO!’

‘Right, I didn't think so!’ 

Limiting Belief #3 ‘No one will want to watch my videos.’

And finally, ‘No one’s going to want to watch my videos!’ Are you sure about that? You have an idea, product or service that is of genuine benefit to a group of people. If they knew about it and they acted on it then their lives would actually be better for the experience. The only problem you have between where you are now and where you want to be is that they have no idea that what you’re offering is useful to them.

I wish someone had persuaded me 3-years ago that I needed to master Facebook advertising. I wish someone could have shown me a case study video of someone that I would relate to, to prove to me the impact it would have on my life. Because if they had convinced me to make it a priority, I might be much further ahead on my journey and your audience are no different.

So, yes, they do want to watch your videos, you do have the time and you have all the skills and technology you need to be able to make amazing marketing videos. So, go out there and make sure your ideas, products and services get the attention they deserve, so that we’ll all be better off.

Posted on /by Kim Goodhart/in Kim, Video Marketing

How to Ask for a Testimonial

Amazing testimonials are the icing on the cake when it comes to selling what you do.

It takes a lot of hard work and effort to create a product or service that’s of real benefit to your customers. It takes a lot of hard work and effort to get their attention and get them interested in what you do. And now that you’ve got them this far, you don't want to waste all that hard work and effort by losing them. Instead you want to sweep them up off their feet on a wave of positive emotion and carry them over the finishing line, so that they buy your product or service and reap the rewards of all that you have to offer,

Research shows that 88% of people trust online reviews as much as they trust a personal recommendation. But unlike personal recommendations, testimonials give you the opportunity to craft the message in a manner that your ideal customers will both connect with and be inspired by, which to me, makes testimonials the most powerful way to get people over the line and buy what you do.

But how do you get someone to agree to give you an amazing testimonial? How do you get you get your favorite customers to give you just the right information, that you need in order to inspire your audience to buy?

Build a relationship with your customers.

If you don’t already know your customers, start building a conversation with them. This might be in person or on-line. It doesn't matter whether you meet them face-to-face or in a social media group or you send them regular newsletters or updates. Start asking them questions. Find out who they are, what they want, what they’re afraid of and what they want their future to look like. The key is to build a connection with them, so that above and beyond what you’re selling them, they like and trust you as a person.

Share your vision for the future.

What is it that you want to achieve with your business? Do your customers know about your hopes and aspirations? Do they know what you care about? If not, then start to share your vision for the future with them. Let them into who you are and what your values are. The more you share, the more your ideal customers will become loyal fans. That’s because your ideal customers are likely to share the same values and vision as you. They were attracted to your business for a reason and by opening up to them you will not only strengthen your bond you will create loyal fans for life.

Ask them to help you.

You don't need to ask your customers for an outright testimonial. You can simply ask them for their support. Now, that they know, like and trust you, you can share with them what you're hoping to achieve and ask for their help. Connect them to your higher purpose and ask them if they could spare some time to have a conversation with you about that. Ask them if you can record the conversation so that you can refer back to it and then talk to them about who they are, what challenges they faced, why they chose to buy from you, how you’ve solved their problems and what their future now looks like.

From this conversation you can get an Amazing Testimonial and testimonials truly are money in the bank. Taking the time to get to know your customers and build a library of amazing testimonials, so that you can sweep people off their feet and carry them over the line is quite simply smart business.  So, work hard to create amazing success stories for your customers and then share them with the world. Good Luck!

Posted on /by Kim Goodhart/in Kim, Video Marketing

How To Get Amazing Testimonials

Everybody loves a great testimonial. There’s nothing quite like social proof to validate what you offer but how do you get one?

The standard business advice is to ask your customers for a testimonial and perhaps offer them an incentive for their time. If you offer real value to your customers and you have raving fans that shouldn’t be too hard right?!

Wrong! If you’ve ever been asked to give a testimonial for someone, you’ll know immediately why this isn't a good idea. 

It’s a horrible feeling wondering what to say to help someone market their product or service. Most people want to help. They just don't know how. So, unless your customer is a seasoned marketer they’re either going to politely ignore your request or write something awkward and stilted that they think people want to hear rather than what they actually think. They deserve your gratitude, but this approach is unlikely to give you the right messaging and it’s a wasted opportunity because it doesn’t have to be that way.

Your customers are people. They love what you sell, and you’ve helped them solve some problem in their life. So, they’re more than likely happy to share their thoughts with you. Use that.

Arrange a time to have a relaxed conversation with them.

Let them know that you want to put together some testimonials to market your product or service. Explain to them that you understand that it can be really hard to give a testimonial, so instead all you want to do is have a very relaxed conversation with them about your product or service and how it helped them. Let them know that you want to record the conversation, so that you can play back what they said and use some of the conversation to create a testimonial. Make sure that they know that you will run anything you use past them before you use it. 

If you can see them in person then do it in person. If you can’t then set up a meeting on Zoom.

Talk to them but more importantly listen to them.

If your product or service has helped someone with something in their life, then they’re going to be more than happy to chat to you about what that was. Ask them how they heard about you. Ask them about what challenges they were facing. Ask them about why they purchased from you. Ask them how your product or service helped them?

But more importantly listen to them. The more you actively listen to them the more they will talk to you. People like to feel heard. If you really listen and ask probing questions to go deeper, they will tell you everything you need to know. You’ll end up with far more than just testimonials. The conversation will become a gold mine of information that you can later use to make your product or service even better.

Transcribe the Interview.

After your chat, get your conversation transcribed and then listen to the conversation again. You’ll be amazed by the quality of the content that you have. They will have said things you could never have dreamed possible and would certainly never have written. Highlight all the useful pieces and then copy and paste them into a document. Structure them in the order that you want. You can even reword things to make it flow more easily. Once you have everything that you want to use, send it to your customer and ask them for their feedback. If there's anything that they want to change then let them. 

And there you have it. The perfect written testimonial to market your product or service. 

So, go out there and start getting them. Testimonials from raving fans are an amazing way to sell what you do. If you don't already have them then you should.

Posted on /by Kim Goodhart/in Kim, Video Marketing

Why Video Storytelling is the Most Important Communication Skill to Master in 2020

It’s been argued that video storytelling is the most powerful tool in the art of persuasion.

And that by 2021 it’s set to become the most important method of business communication with video ultimately replacing email and texting.

If that’s true then it will no longer be, ‘a nice to have’ skill. It will be an essential tool in the art of communication and if you want to captivate, engage and influence your audience, be it your customers, your people, your executive team or your board then you need to master it.

So, is it just a passing fad or is there a real reason for why video storytelling is on such a powerful trajectory?

From the dawn of time humans have told stories, to not only keep each other entertained by the fireside but to unite the way that they think, feel and act.

Stories have bonded communities, educated people on the right values to live by and taught them how to survive.

Our brains are hardwired to not only pay attention to story but to retain the information within one.

But how?

Stories make us focus on what we’re being told.

Stories are structured, so that they grab our attention with a hook that speaks to us personally.

This hook often strikes at our inner most fears and anxieties.

Little Red Riding Hood ignored her mother’s warning and struck up a conversation with the wolf in the forest. Frodo in, 'The Lord of the Rings' is given a powerful treasure, the ring, to take on a long journey through dangerous lands. If he fails, their entire world will collapse and everything he holds dear will be destroyed forever.

We’re drawn into these stories because we’re first introduced to a main character that we like and then we’re shown the problem or challenges that they face. The moment we recognise the enormity of the challenge that they’re up against we’re hooked. People are fascinated by how other people will overcome adversity and so this powerful combination grabs our attention and forces us to focus on what we’re about to be told.

Stories make us feel empathy.

Once we connect with the main character in a story, it’s a bit like falling in love, whether you like it or not, if the story connects with you then you’re now invested in the outcome. You’re behind them every step of the way. That means that when they’re happy you’re happy. When they’re scared your scared. You don’t just sympathise with them. It’s real. You feel it. Stories trigger the release of dopamine, oxytocin, cortisol and serotonin, making you fully empathise with the person you’re following.

Whether you like it or not – in a good story you’re in for the ride and you can't get off. They sweep you up on a journey of emotion through tears and laughter, sadness and joy, ultimately influencing the way you think, feel and act.

Stories make us act.

We’re not just passive listeners when we hear a story. We’re actively involved. Who has jumped when they got a fright watching a horror movie? Whose foot has twitched when they’re watching a sports game?

That’s not random. Stories activate neuro-coupling and mirroring. When you watch or listen to a good story you experience similar brain activity to the main character - meaning that you experience the story as your own, it actually motivates you to act.

Which means that a well-told story not only grabs our attention and takes us on a journey it actually influences the way we act. Which after all is what all good communication is about. We communicate with others in order to get them to see things our way and act on what we think. Which puts storytelling at the heart of all great communication.

But that’s not all. We’re visual creatures and it’s not just story that we pay attention to.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Insivia)

Which makes VIDEO storytelling the most powerful tool in the art of communication.

So, if you want to stand out from the crowd, make sure that your message is heard and inspire others to act on what you say then you need to get ahead of the curve and master how to create your own video stories because video storytelling is the most important communication skill to master in 2020.

Posted on /by Kim Goodhart/in Kim, Video Marketing

The Number One Secret To Overcoming Objections

It’s so frustrating when you hear your clients say, ‘I don’t have the budget.’ ‘I don’t have the time.’ Or, ‘I just have too much on my plate right now.’

I know because I’ve been there.

You know exactly what challenges they’re facing. You can see all the work that they’re putting in. And you know you have the answer that will solve their problems.

But they just keep coming up with excuses.

People that are trying to sell an idea, product or service, more often than not focus on selling the desired outcome. In doing so, they actually lose their audience’s attention.

Why?

We like to think we spend our time dreaming about how we want our life to look and that if someone presented us with the exact plan to achieve it, we’d jump at the chance.

The truth is that we’re often more focused on the voice of our inner critic that has a rolling replay of our deepest insecurities to jump at the opportunity.

While the road to achieving the life of our dreams might be lying directly in front of us – our inner voice prevents us from seeing it because it's saying, ‘you’re not good enough.’ ‘You don’t have what it takes.’ Or, ‘you’ve got too much on your plate right now.’

And it's no different for your audience.

If you really want to help them overcome their objections, so that you can help them move forwards in their life, then you need to address their inner critic.

The fastest and easiest way to do that is to ask your favourite customers or the person with the most direct experience of your idea, product or service to share how they overcame the exact same fears and insecurities.

More than that – you want them to share what they would have missed out on had they not taken that step because this is a  more powerful motivator than selling the desired outcome.  

When your favourite customer shows real, tangible proof that they experienced the same fears and insecurities as your audience, that they too risked losing out on what they wanted but instead chose to take action and move forwards to achieve amazing results then you have the power to inspire your audience to act.

Now I know that this sounds manipulative and in one sense it is.

But you have an idea, product or service that’s actually going to benefit them. Something that will make their life better. Who doesn't like the idea of someone coming into our life and giving us that little nudge that we need that will inspire us to eat more healthily, do more exercise and step up in their careers, so that we can earn more money and have more time and freedom to live our life the way we want?

If you want it, then so do they? 🙂

So, the most important thing you can do for them and you is to create video stories of your favourite customers sharing what fears held them back, what they would potentially lose out on had they not taken the next step and the positive impact that this has had on their life. 

This is the number one secret to helping your customers overcome their objections and getting them on the path to achieving their desired outcome.

Posted on /by Kim Goodhart/in Kim, Video Marketing

Three Reasons Not To Hire A Videographer

It’s a great feeling when a client says something like, “Wow, wow, wow!!! Amazing. Jeepers Guys, just loving the work here.” It’s like a rush of happiness sweeps through your body and it makes everything feel worthwhile.

 It would be nice if you could bottle up that emotion and share it with everyone.

 It would be even nicer if you could share it with potential clients to show them just how amazing you are.

 Wishful thinking aside, the secret to scaling your business is to create success story videos of your favourite clients talking from the heart, about how they truly think and feel about how you solved their problems and transformed their lives.

These video stories should be the power source behind every sales campaign you start as they provide unequivocal, social proof that what you do works.

However, every day we meet people who wish that other people knew how amazing they were.

They know they achieve amazing results.

They’re just waiting until they have the budget to be able to hire a videographer to bring their success stories to life.

If this is you, then listen to me, because you’re missing a massive opportunity – you don’t need to hire a videographer – you can do it yourself.

In fact, let me tell you a secret.

You may actually be the best person to create your video stories.

Why?

Many videographers are far more into their cameras and lights than the heart of your story.

Many of them don’t care about what you do. Many of them don’t know what you do. And many of them have no idea how you transform your customer’s life. But you, you know your customers. You care about them. You know what challenges they face. You know how you helped them. And you know how you transformed their life. You know their story, so you know what questions to ask.

The best interviews happen when the person in front of the camera feels completely relaxed but your videographer is a stranger to your customer.

Your favourite customer has never met your videographer. How will your videographer get them to open up in front of the camera? How will they encourage them to tell them what they really think and feel? It takes amazing skill to get a stranger to go deep and talk from the heart. But you’re not a stranger. They trust you and so, they’ll talk to you about it. This is what creates the magic of an amazing, success story video.

Your potential customers don't care about the quality of the video they care about the transformation you created.

Your potential customers aren’t grading you on the quality of your video. That would be like choosing you because you drive an Aston Martin – or put the other way not choosing you because you drive a Mazda. The camera on your smart phone is now so amazing that you have everything you need to create a good quality video. They’re not picking you because you created a video that could win a film award – they’re choosing you because you’re the best at what you do and what better way to prove that than showing them someone talking from the heart about how you transformed their life.

 So, if you want to bottle up that amazing feeling that you get when you hear someone talking about how amazing you are and how you transformed their life – then you need to forget about hiring a videographer and get out your phone and start filming your favourite customers talking from the heart about how you transformed their life. That’s the easiest and fastest route to building your business.

Posted on /by Kim Goodhart/in Article - Vision, Strategy - Vision, Transformation

Be What You Mean

A Spoonful of HR, Helps the Marketing Go Down

by Kim Goodhart

 

If there was ever a time to have a message and mean it – it’s now. Why? Because what’s really driving us to be our best, and perform our best in business, isn’t as simple as a pay check or work-at-home option. What we’re really craving is a sense of purpose – a place to feel a part of, something worth sticking around for. And, this mindset is making its way into our brand loyalty too – we’re sidling with companies who don’t just sell, but speak to us. 

As inc.com writer John Hall says in his article, “Why Organisations are Turning to Chief Heart Officers and Leading with Purpose.”

it’s those businesses who are blending the pathways between the ‘internal’ human resources side of the desk and those sitting on the ‘external’ marketing chair, that are leading the front line. They are the organisations intent on creating the best-place work culture for their employees and build long-term brand affinity with customers. 

On purpose

Nowadays, internal communications within many an organisation is no longer about ‘delivering information’ it is about capturing hearts and minds of its people, and leading with purpose at the fore. To quote John:

Organisations are also realizing that purpose can be one of those driving factors for employees. What an organisation does, what it stands for and how it treats its employees can make the difference in getting people to stay – or even getting them attracted to a role in the first place.

It’s a win-win situation. When you know who you are and what you stand for then you can lead with purpose, and when you steer with purpose you simultaneously lead the way in creating effective long-form marketing content.

 

The key word here is purpose – and this is something that needs to be stamped out loud and clear. Because you can’t create long-form marketing content until your organisation is aligned with its ‘true’ purpose – otherwise you’re setting yourself up for an angry back lash.

 

Thus, to ensure everyone is on-board with the ‘real’, marketing to your people becomes paramount – strengthen the ties between human resources and marketing, and you strengthen the ties between employee and customer. 

As John says,

The brands that do more within and think more about their community create more affinity. It’s a basic extension of human psychology,” and, “the same things that attract long-term customers are often the same things that draw in high-quality job candidates.

When you know who you are and what you stand for, then you’ll proudly to share it with your customers. And where there’s truth, there’s loyalty . . . 

Can you feel it

So, what many organisations are realising is those ‘deeper connections’ carved with customers aren’t being forged on a typical marketing blueprint – we’re talking long-term brand building that speaks to the heart not the purse strings.

As John says,

the days of someone speaking to a camera for 30 seconds, telling you to buy something, aren’t dead – but the method is much less efficient.

Brand building that fosters emotional intelligence – channels the human – invests in personal development measures, versus traditional marketing techniques, is the motivation drawcard for many customers. We want to align ourselves with companies that are honest, true to themselves and their culture – not following the masses.

John says it well,

In a crowded landscape with too many channels to count, the breakthrough is the thing that doesn’t make sense, not the thing that does.

And this is where confidence comes into play. Why? Because openly building real relationships and conversations with customers (and employees) – those that are purposeful, and maintaining a long-term brand position – one that is revered for its unique identity, happens when you have the confidence to let people in. 

As John attests to, neither marketing to your customers or addressing your company culture are textbook operations – lines have been blurred, and we’ve got to embrace the ripples to communicate the ‘real’.

Posted on /by Kim Goodhart/in Article - Vision, Strategy - Vision, Transformation

Patagonia’s Grounded Vision

No Cliff Hangers

by Kim Goodhart

Why Patagonia’s Grounded Vision Has Won Them Long-Term Love – Not Recognition

When Patagonia – globally renowned outdoor equipment and clothing outfitter – sought to realign its brand values and culture amidst America’s 1990 recession, no meetings were called, no graphics are drawn, no market comparisons or competitor insights were brought forward. Instead, its founder, Yvon Chouinard, and its 12 key managers took a road trip to Argentina. Here they walked, talked, sat and mused about what was actually important to them as a company – why they did what they did –– not a word was said about profit.

Fast forward almost two decades, and staying true to their brand ethos and vision hasn’t just won the company awards and a loyal customer base, it’s reaffirmed to the world that marketing success isn’t driven by just moving goods, it’s about moving minds and hearts. And, that purpose lead engagement – eliciting people’s emotions through active storytelling – benefits all – employees, customers and the environment – long-term.  

Stay Out-of-the-box

You don’t have to dig deep to uncover Patagonia’s litany of achievements and initiatives, dating all the way from the 70s to the present day – including the most recent UN 2019 Champions of the Earth Award for entrepreneurial vision.

Despite the fact that each of their measures has carried its own toolset across the decades, what hasn’t changed is their bind to the same purpose and goal set. In fact, every product, solution, plight – even recently updating their mission statement,

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

– has been engaged to drive active good for their customers, their people and the world. These include, but are not limited to:

  • Ensuring that 70% of its products are made from recycled materials. By 2025, their goal is to use 100% renewable or recycled materials. Donating 1% of sales to the preservation and restoration of natural environments – awarding more than of $89m to causes – formally establishing a non-profit corporation ‘1% for the Planet’ in 2002.
  • Through an environmental internship program, it offers employees – from all parts of the company – the opportunity to leave their roles and work for an environmental group of their choice for up to two months.
  • Establishing Worn Wear an online/instore initiative aimed at extending the life of Patagonia gear and reducing landfill.

As Rose Marcario, CEO of Patagonia, said at the National Retail Federation 2019 conference,

We don’t just seek now to do less harm, we need to do more good.

However, ‘sustainable’ expectations are something they’ve never leveraged themselves off – in fact as Patagonia founder, Yvon Chouinard attests to, the idea of a fully sustainable business or product is impossible:

There is no such thing as sustainability. The best we can do is cause the least amount of harm.

Instead, the word ‘responsible’ is what the company have kept at the fore, as Chouinard argues in his article – ‘Patagonia In The Making: My Founder’s Story’

Responsibility starts with companies treating nature not as a resource to be exploited but as a unique, life-giving entity on which we all – not least business – depend.

Simultaneously, this ‘responsibility’ has kept their teams aligned and working together – giving voice to matters that matter, and strengthening connections between internal marketers and those employees in the external fields, ensuring all beat to the tune of the Patagonia drum:

  • Consider the environmental impact of everything we do.
  • Engage and support our communities.
  • Contribute a portion of our sales to philanthropy.

Igniting the Internal and External

Patagonia’s success Manship pivots from every facet of its organisation. As a company they continue to prove that in order to be truly successful you don’t just have to have a clear mission and brand values, you have to align everyone in your organisation around your vision and purpose statements. And you have to create tangibility – maintain a ‘one out-of-the-box’ stance.

So, to ensure their internal and external teams operate well and truly in sync. Their business model isn’t geared towards a typified rewards system for their employees – whereby people come to work, do their job well, they get rewarded. Instead, they inhabit the space beyond the conventional ideologies of old.

Because they’ve always operated on their own system, they know exactly what they’re there to do as a business, and can, therefore, make a meaningful change because they don’t have to hide behind glossy branding and dodge bullets from unhappy employees. Patagonia continues to be led by chief Visionary Officers – people who will keep everyone excited and inspired by where they’re heading. It has nothing to do with creating an environment where people are excited to come to work for self-reward and satisfaction. Employees and customers remain loyal because they believe in Patagonia and its tangible vision for what it looks and feels like to be a part of something purposeful.

Purpose forward

Like their purposeful vision, Patagonia continues to embrace means and measures to ensure their speak has greater outreach to help drive those visions. Which is why emotive video storytelling is fast becoming a Patagonia’s preferred platform – their film Artifishal, a documentary focused on the financial, environmental, and cultural costs of fish hatcheries and farms, and the fight for wild salmon is just one recent film example.

As Yvon Chouinard says in his founder’s article,

People don’t read any more and they make decisions based on emotions, so I think film is the best way to elicit people’s emotions.

It’s through moving imagery and genuine, emotive storytelling that we change behaviour. If the modern business world is to really transform then we all need to connect our people with a central purpose beyond self-reward and motivate our customers and followers through video storytelling.

Posted on /by Kim Goodhart/in ceo

Kevin Bowler, CEO, My Food Bag

How important is it to feel deeply connected to what you are trying to do? Kevin recognises that the new generation are more attracted to businesses with more purpose. After experiencing a role where he felt he could make a really big difference to NZ he understands it. Purpose brings people together. You see it in employee engagement. You see it in the way people act and behave. You see it even in the micro-decisions people make in every moment of every day. Once people have purpose they’re aligned, heading in the right direction. It’s not to say you can’t be successful without it but you will perform a lot better with it.

Posted on /by Kim Goodhart/in ceo

Glen Sowry, CEO, MetLifecare

What is the secret to success? Glen believes that success comes when you merge talent with ambition and a willingness to take risks. His vision is to create retirement villages where people want to live and not come to die. Where the walls between the home and the community are permeable, so that kids want to come and visit their grandparents. To succeed Glen will need to empower and enable his people to be creative, to stretch themselves and to be their best selves. To achieve this he makes sure he takes the time to stop and chat with them for as long as they need. Because for Glen being a great leader is about being a better listener than a talker.