725: 4 Key Principles For Human-First Growth w/ John Lim

ABOUT THIS EPISODE

In this episode we talk to John Lim, Founder and CEO of LinkNexus.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show, all right. We've got John Limb here, see of Link Nexus, a prolific entrepreneur. We could say very successful if it earning the attention of the media and getting lots of awards. You were on the ink five thousand with life and mobile. John, it's a pleasure to have you on the show. I know a lot of people are going to be looking for to this episode, so welcome right, thanks for having me manage an honor to be here well. So, John, for those who aren't familiar with the link Nextus your current company, what you're building today. You want to give us a brief introduction into what you guys are doing. Yeah, Weing next is fairly simple. So I have a personal emission that I want to make the Internet reactable to the everyday person. Definitely a digital world now and it's definitely a world run by programmers. No, anything you want to change in that world, you technically need to be a programmer. Will be able to afford that. My mission is to make that Internet reactable and let everybody create those reactions. So, in short, link Nextis is a marketing intelligence platform that gives you all the data you need to make an intelligent decision. Most importantly, it gives you the ability to react for the human visiting your website or your digital property the same where you react to them if they were standing right in front of you and your real world, not the virtual world. That you will very interesting. Okay, so this is definitely goes back to what we're talking about before we hit...

...record here. How you look at everything from a very human element, from you know the people behind the devices, you say, and you dug into these four principles that I think would be really beneficial to share with our audience. So the first one is how our society has changed thanks to mobile devices and the Internet. I would love for you to break that down for us. Yeah, so the four principles are my theory of the new consumer, the new human behavior. We don't realize it because we're actually living into it. So you throw a frog into a boiling pot of water, the frog jump tried out, but if you put the frog in the water and you slow the boil it doesn't know to jump out right time. Human Behavior Change and you're involved in evolution. You don't know it necessarily because you're living it. If you look at the past, the electricity grid that Edison built in New York, be not the light bulb, completely changed human behavior. More people can see things further longer. So what did it do? It let the animal right. We're animals on this planet. Let the animal out of the cage a little bit more to explore more. So it changed for he built a Ford Model Tea. It wasn't the car, it was that you could all afford a car and you can drive around see more things. To started to make you a little bit more aggressive as a person. If you roll right. You spent less time at the restaurant. You wanted fast food. Think a wife. Fast food was invented so you can get it and go, because you had people to see, places to go, people to see. Well, when the IPHONE came out ten years ago, we didn't know this. It wasn't the first smartphone, but it's the phone I started a garnished mass adoption. So now everybody has a so called smartphone. So I believe Google created the I want it now society, that information the mobile device and created the I need it now society. And I joke off in rex to them in New York City native that we get accused of a lot...

...of things being in New Yorker. So we get accused of being aggressive or rude. We get accused of being distrusting. Well, the truth is, yes, we might be a little distrusting because we've gotten hustled or things of that nature. However, we believe that we can't win the lottery, because New Yorkers never win the lottery. We're jaded in that it, and you want to win a lottery, has to New York and go to Ohio. I believe that we have so many things to do and so little kind of do it. That's The New York minutes. So we get a bad rep but every mobile user now is back their native New Yorker. I need it now. Come to the answer now. So we lived now and I need it now. Side. Are you seeing businesses becoming reacted to that? That are they're trying to catch up to that? That huge shift, that huge swing and momentum for the consumer? Is that something? Is that? I mean it sounds like that's what you're trying to do with link. Next this is make it easier for people and businesses to accomplish that. Or they are. People even know Abou that today, how big that shift is? Well, I think your major I think everybody is aware, right, but I think your major companies had the money in the power to build your facebook plots or have a live person on social media respond immediately. So, McDonald's, it's interestingly, if you look at a study at a Wendy's, Wendy each individual facebook. When you google, when or not Google? When you Google, when these facebook, you get to facebook and inside facebook each store has their own Wendy's logo and Wendy's facebook page. But you're responding to it as if it was Wendy's the corporation. So Wendy has employees, that monits are all their franchise accounts and respond back. So the bigger companies. Yes, but the problem, rex is that one principle by itself is like one ingredient in side a recipe. It doesn't make the entire dinner in the dish or. Yes, we live in an I need it now society with the respond quickly. But if you just stay on that one principle, then you start screwing things up, then you start depending on the machine to answer for you...

...and you start forgetting that we used to grow up in a human machine, machine to machine and machines to human world. Right now we're into a machine to machine to humans. Were missing that last that first touch, which is starting to really hurt people's be to be growth. Well, so keep going with these principles. Then, if the the whole formulas required, we know that. I need it now, society. What's the next principle we need to know? The next principle is two levers of platinum rule. So doctor came out in s with a rule that says feet others the way they want to be treated. Well, in this case I say levers that. So communicate with your customers the way they want to be communicated with. Yes, we all know that. When you're talking from a B Tob side or be to sea side, you want to make this sup so if I walk into your office recks, I'm going to say I want to sell that to today. I want to get paid more money. I want the happiness of knowing that I saw something. That's a lot of I write what a self business in those those languages. Meanwhile, what did REX care about? Rex Cares about his business, himself, his stuff. So what you have to do is realize that the speed of people are moving quicker. Then you have to realize that don't care about yourself. Don't treat them the way you want to be treated. Treat them the way they want to be treated. So they get back to via snapchat, instagram, social media, use that medium that they text, you text them back. If they call you, even a text message is easier for you. Someone takes a time to call, you called them back. Well, that's number two. Number three is, in this data driven market world, it's a very, very simple human rule. Number three is just because you can doesn't mean you should. So we have all this access to data. I can learn all about you and what you post on social media. And what you post on you know, your articles and podcast and the rest. It's because I have that there doesn't mean I should use that. You forget that if you walk up to somebody who up...

...the street, you don't know who they are. And I woke up to you, rex I say hey, rext, how you doing? Man, I just saw you came back from Muhammas. You stood at Atlantis. I love that resort. I was there like a week ago of my kids. By the way, man, it's insane how much we have in common. Like you have a friend bulldog, I have a French bulldog. About thirty seconds to this conversation, you're going to look at me and say, okay, this guy's off his men. Where can I run? What am I doing? Am I trap? You're going to protect your natural instinction, protect yourself. So again, just because you can doesn't mean you should. Don't talk to people as if you know them when you don't. Don't send that e mail as if it's intimate and it's a man, why didn't you get back to me? I didn't know who you are. Why would I get back to those tactics don't work. They make humans angry or defensive. If you will sure. I was just going to mention what. You see this in marketing time and time and time again. It's blood into sales as well. Like direct you know outpound selling a hundred percent. Understand where you're coming from there. Just because you can doesn't mean you should. I love it all right, keep going. So last one is the mobile device, which I grew up on. It's how I started my first company. If you will, the mobile device is your sixth sense. It's not a phone, it's not a computer, it's actually part of your humanity. So if you take any of your five senses that you're born with and you would limitate one of those senses for about twenty seven minutes, if you shut your eyes in the middle of the daytime and you forced your eyes to be shot by a blindfold, in about twenty five twenty seven minutes, the other senses in your body start to get heightened. Your brain knows you're awake and those you should see, but it can't see, so it's trying to compute what's going on. Well, if I take away your phone and it's right in front of you and it's unlocked and you know, you know you can get to it, but you just can't physically touch it because you're tied to the chair. All of your other senses are going to get tightened, the chemicals in your body actually change. So the mobile device is your sixth sense. You have...

...to keep that in mind when you're communicating individuals on their mobile phone, when they pull out their mobile phone, and when you're marketing to them on their mobile device. Recognize that that's part of their humanity. It's an extension of their humanity. It's not a computer or phone. That's interesting. Do you see that changing if you go internationally? Because I've talked to companies who are asking the question, you wreck, should we send text messages to perspective customers? And you know, in Europe they say that they do it all the time and they expect to get, you know, these kind of cold messages to them together their cell phone, and to me I thought no, this is I mean you, you wouldn't dare approach me on my cell phone. I have, you know, friends and colleagues who don't believe the same thing, but it's interesting. This is your sixth sense, is part of your humanity. Where do you stand on kind of that divide, whether you should you should actually, you know you should. You be cold calling someone's cell phone. Should be cold text messaging someone's cell phone. When you think about that. It's funny to talk about the international side. So we have an office that I built nine years ago in Poland Wall Place. It handles a lot of my debt but also handle some Biz deb out there and as they're hit from the Bronx who does not code and can't speak Polish. I have a development company in Poland. The only way I can do that is I had to understand the culture, the language. have. My partner in Poland is Polish and lives there. So that your point, would I send a text message to a customer or that have to ask a bunch of questions. Where is that customer? ARE WE IN EUROPE? To your point, where they've been using text messaging for banking purposes. So think about intimate things you have as a human right. You have the foo, Ju eat, the air you breathe, you know the things you enjoy. Your money is very intimate. Banking is very scary. So they grew up right now on text messaging as a way to access their banking and America we we even started that. We just started that in the last two years. So we invent text...

...messaging technically, but two years ago is when we started. Yes, I got a text about banking. I'm getting text from my receipt in my coffee shop. So text messaging is starting to become more the norm. My advice to anybody is to go back to, you know, principle number two, leverages. So yes, if in New York, where text messaging is rapid fire and you're sending more text messages, yeah, communicate with your customers via text message. Understand it's intimate. So if you send a one message, for example, of you use a company like Lub spot for email, you can build a whole email, a tree, and send messages based on your responses. My third message to you, REX, if you don't answer back, is like hey, if you're not interested, just tell me. Stop ignoring me the email. That's the way to get the trigger and maybe I can catch you. Maybe I can't. That work part of the time. What if I send you one text and you don't get back to me, I send you to I'm super annoying. You're never going to get a deal that way. So take a shot, but don't don't annoy the person because it's a different device, the different medium. Very interesting. I love it. I think this is a good way to apply those principles to current practices. Now, John, you've obviously I mean this is a story you've told Time and time again. You've been on other shows talking about this. I know that you are working on something where you can kind of share this more broadly with the world. You want to talk a little bit about your book? Yeah, I'm happy to right now. Create for the Humancom. I put the principles up there right as a young entrepreneur who had a fight for every single thing I got. I'm super blessed to be where I am. I shouldn't be if you took my pedigree on paper. This kids should have been nothing for his entire life. So I like to give back as much. My saying is very simple. If you want to get something in life, you want to get ahead, you want to make more money, want to do something, you have to give more to get more, and give ten times more than you think you're going to get, and the universe will pay you back in that case. So prey for the Humancom has the principles up. They should. They're free to the world. I want everybody to...

...have them, understand them, help market better and the book create for the human. Forget the device will be coming out at the end of the year and it'll be in all the typical places, your Amazon, Barnes and nobles, online or on the site. So absolutely, creaty the Humancom is the best way to follow the stuff that we're doing and starting to put together. Let's create. I love that you're sharing the principles just out. They're broadly that anybody can have access to him. I'll be interested to read the book and dive a little more deeply into kind of your philosophy, maybe some practical applications. Just excited to see that come to fruition and get into the public's hands here John, it's been a pleasure. I think that these principles are things that we need to draw on repeatedly as marketing, sales professionals and leaders. We need to continue to think, especially in the world of increased automation and technology between US and the other humans on the other side of the phone or the text or the email. These are great reminders, so I appreciate you sharing them with us today. Any last thoughts? You you want to share with the audience here this use common sense. You know, we grew up on the Internet days and what people don't realize the Internet lacks common sense and never had to have those human moments that you and I grew up with that taughtest common sense, like Hey, don't pick on the big gay because she's going to hit you and hurt like these are things that you learn in life before you touch the machine, now that my kids and other kids younger are touching machines earlier. All the marketers out there just remember how to have a regular conversation and then use the machine to have millions of those conversations, but start off remembering that marketing sells. It's one hundred and one. You've got to pull that emotional cord and that's a humans, a human thing. The machine is just a tool. It's not the end all deal. Perfect reminder. Well, John, thanks again for being on the show. Love that final reminder there. And if people want to follow you other than create for the Humancom it looks like they can find you on Linkedin, anywhere else...

...that you share content regularly? Yeah, Linkedin, instagram, twitter, so you can find it all place in the crape of the human has all aspects of how to follow me, tract being I'm a very open individual, not hard to track down, very good. All right, John. Thanks so much, freck. I really appreciate it. Thanks having me. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with like minded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BOB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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