511: Future Hacking (and the Marketing Conversation) w/ Joe & Bix Bickson

ABOUT THIS EPISODE

In this episode we talk to Joe and Bix Bickson, Founders of Bickson Squared and pioneers of "Future Hacking."

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the Beta B growthshow a potcast dedicated to helping beeto be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the B to B Gros Cho.Today we are joined by Joe and Dix Bixen. These two guys are experts inthe field of future. Hacking bix actually has over thirty years ofexperience, which means that between these two guys they have the depth ofexperience coupled with, of course, Joe's millennial viewpoints. So you'vekind of got this marriage of h. You...

...know the the older generation Sarrybixand the younger generation, guys Jon dish, welcome very much to the showJohnthan. Thank you appreciate the opportunity to be here with you. Thanksfor evidence, it's great tody here think we don't get to do a lot of sortof jeel interviews. I think this is particularly exciting for me. I'mexcited to hear what you guys are going to be talking about today, but beforewe kind of get into this idea of you know, you know the marketingconversation behind future hacking. Maybe you can tell us a little aboutwhat you two wer up to these days. Well, we've been up to for many many yearsand we continued to evolve, disrupt ourselves and invent because that'swhat we invite and challenge our clients Ado or what is it? That'sreally going to allow businesses to create themselves in the twenty firstcentury, and we know that there's a lot of things happening in the twenty firstcentury and future hacking really solves the problem of waiting for theworld to destruct your business by allowing you to continuously create andfulfil the future of your choosing, and...

...we really think that, given that yourfocus is so much about marketing Jonathan, that that's really the coreof a marketer's views, how can they engage the world in? In a way that isallows them to be as successful as possible, yeah y. That makes a lot ofsense, and you know so as we're kind of moving forward in this conversation Bek,you said for many years, you know Youe got the same question over and over. Asyou know, people ask you: How do you market and how would you always answerthat? Well, I think that I think that one of the misconceptions is thatmarketing is different from the work that you do and so what I'veexperienced many times as when I've tried to have a marketing conversation,the people I'm talking to it's much more difficult for them to listenbecause, as we know, we're all human beings and the people are sitting therewith this experience called. Oh here is...

...another something somebody trying to dosomething to me and when I'm able to shift that from doing something topeople to recognizing. Oh, I know we have a very powerful, literallyprofound body of ideas, and these ideas allow both individuals andorganizations to rapidly transform in the face of complex circumstances, andso when I'm remember, to engage people right away in those ideas begin toinvite executives, invite people to recognize that we're all living in theconversations we're listening to and reat and go to work at that moment withthe people, I'm speaking with, it shifts it from a conversation where I'mtrying to do something to people to a conversation were doing something withpeople, and we know that their...

...experience their intelligence, theircommitment, their dedication is way more powerful and important thananything that I'm going to bring, so they then become engaged in this inquiry in this pathway together, wherewe're looking at the problems together to be solved. Yeah, that's great. SoJoe I'd like to sort of turn to you for a minute and kind of Aske. Thisquestion you know I mean what is this idea of future hacking? What does itmean and kind of almost specifically? What does it mean in the world ofMarketing Cool Jonathan? Thank you for asking theyou know. What I want to do is take us to a one hundred and three year oldproblem, so who had a one hundred three year old problem, the Boston Red Sox,hadn't won for a hundred and three years, and why was that? And so I thinkinside of this question- lied a little bit of some information that could beuseful for this. This whole world of...

...marketing for businesses, because Ithink that what happened is the world's changed. The world has changed from oneof lineer. You know I'm on Mallenial, so of course I have to talk about howI've grown up in a different world than the guy I'm sitting next to here, andso the old world was, you know really the businesses that could survive werethose that really hardessed. When you are thinking, you know absolutelyrepetitive kind of models, consistency over time. If you could nail those youwere in the ilic sweet spot, Ye h, Tha Wayou had lonjavity you. U You stayedthe course you found what worked and and you can you did it well and Y? UYou powered through in that direction, yeah exactly yeah, and so what happenedwith this baseball team is they broke the curse after a hundred and threeyears of losing they broke the curse and how did they break it? Will theyhad the same same players as the other...

...team? Same kind of players same youknow, four bases same three strikes, t same field, same game and so whatchanged Wel w? What I'm interested in in this business of future hacking isthis whole world of a shift in people recognizing that you gotta play adifferent game and the game is understanding the business landscape.And how do you understand it is through data, and so those businesses that arereally looking towards the future that are really understanding that they haveto reinvent themselves, are looking at themselves looking at their competition,looking at the data that and they're bringing it together in a way that theycan harness it and act differently and that's the whole game, and so formarketers. If you can look at the data that that your competitors are showingyou that the customers that you've got are showing you that your internalstaff, you know their performance ther their metrics their capes, if you canbegin to look at that and understand it...

...in a way that allows you to actdifferently, you're going to be able to break the curse, you're going to beable to do what what these incredible baseball teams did, that they looked atthe data and they shifted the whole thing, and so the guy you know, TheoBstein was the guy that that managed to change. Understand that the worldaschange- and I think businesses can understand that too, and if they, ifthey do, they have some very powerful ways to approach the future. With thiswhole business of future hacking got it so I mean you know it kind of soundslike there is definitely an element of of adaptability. You know you have tobe able to be m more nimble than you know in your business than you werebefore. Is there still a time in a place to stay the course to you know,stick to your guns, I mean. Are You you know? How often are you constantlylooking at these matteres? I mean we're all we're constantly flooded withinformation right. You know we have all this information interferencips, but using it and and using it wisely t topower. Your Business Decisions, I think,...

...is infinitely more difficult than justcollecting information. I mean we've got, we've got programs, we've gotsoftware, we've got computers to just collect information, but what do you dowith it? How do you turn that into this idea of future hacking? Well, I think Hif you sit down with any executive- and in this case a marketer sees the world andunderstands the world and is committed to having the people theywork with, be able to take on marketinginitiatives, programs, ways of translating that companies thatproducts marketing commitment into the world and if you sit down with mostexecutives, what they'll tell you about is the difficulties with their team andif you ask them about the future, mostly what they'll tell you is aboutthe past.

So there you are attempting to create a powerfulmarketing campaign for a company. Well, it's only goingto be as powerful as the people in that company are ableto engage in it, a line on it and commit to it and most of the time when people arespeaking with one another, somebody says something and they don'tsee and they see a different world. Then the person, that's speaking, isattempting to create so the marketer, the people that are atempting to createthese initiatives. Their job is to engage the people with whom they'reworking and the world in this new conversation, and so our work is really about teaching people engaging peoplechallenging people. So the first thing...

...they can see is years ago. Magellan went around theworld and he came to a place on the southerncoast of South America and he had to restock his ships, and so the guys got off. The boat wentinto the jungl in the forest begin to restock their ships, Magellan standingon the beach somebody from South America came down to the beach, so there'sMagellan, there's the guy from southae standing on the beach and the guy fromSouth America and, however, they could communicate says to Magellan. How didyou get here? Te John Standing on the beach looks outinto the harbor and says on those ships. The guy from South America standing onthe beach, looks out into the harbor...

...and says what ships. So when we'reengaged in future hacking, we asked people where were the ships for the people inSouth America, and eventually somebody will say they didn't exist and we say yes, Magelan had the wherewithal tounderstand underto experience that the person standing next to him had the same type of eyes, the samekind of eyes that he has but wasn't seeing what he's seeing, andso he knew at that time. Oh, I have to create the idea of ships and when he created the idea of ships,the person from South America could say: Oh chips, that's our job, so we thinkthat people see what we see and women.

They don't see it. We get more and more frustrated or weget more and more skeptical and eventually cynical. Oh, I can't get ofthese people to see what I see. Oh, how come this campaign isnit working? Whyisn't this happening? No, what we have to get good at is creating the world that were committed, that other peoplecan see that's possible and building pathways for other people to see that world withUS Yehyeah. I see exactly what you're saying Mbx Haid shared something with mebefore today's episode that you know at all times and in all circumstances wecan create and fulfil the future of our choosing. So you know, I think thatthat story, and that lesson is is- is...

...right on point with sort of that beinga huge takeaway Um from today's interview, so Joe Inbix Um, you guysare definitely up to some very cool things um at at bixon squared, ifanyone in our audience, if anyone listening, is interested in finding outa little bit more about today's episode, finding out more about what you andyour team are up to Wanta learn more about. You know thisidea of future hacking. What's the best way for them to go about doing that,thanks for asking Johnthan, we've got a website called Bixon two dotcom and youcan spell Bixon as Bas and boy ick son, two number two DOTCOM and you can go onthere and download we've gotta guide. If, if you are a person inside of acompany, how do how do you future hack? And so you can go and download theguide from our website if you're more interested in more information,fantastic, Joe and bex, thanks again so much for for taking some time out ofyour day today to join us on the show Itas a pleasure having here, JoThatit's so great. I appreciate you're...

...listening and engaging with you and wejust appreciate the invitation. So thank you very, very much thanksforather Asonjonoth to ensure that you never miss an episode of the B to Bgrosth show subscribe to the show in Itunes er your favorite podcast player.This guarantees that every episode will get delivered directly to your device.If you'd like to connect with be to be executives from all over the world makesure to join our private facebook community. There are some incredibleconversations happening inside this group to join visit B. TA B growth showdtcom, slash FB. Thank you so much for listening until next time.

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