The Personal Brands of Your Entire Team: A Proven System to Implement

ABOUT THIS EPISODE

In a 2018 environment, there's no question that personal brands are leading to tangible business results.

In this episode, Logan and James talk about how companies can empower and equip their entire teams to focus on the personal brands.

Here are the notes from this episode:

1) This episode was inspired by Ryan Deiss at Hypergrowth, when he talked about the concept of the "character diamond."

2) Your company’s brand is the sum of the personal brands of it's people.

3) Expand the reach of your brand through your people — if they leave, who cares. They expanded your reach while they were with you. Story of Andrew (our Director of Operations) getting 2 leads from the content he posted last week.

Recruiting

4) Recruit people that already care about their personal brand.

5) Make it your competitive advantage from a recruiting perspective to invest in your team’s personal brands.

How do you operationalize this?

6) As a leader, you have to empower your people to focus on their personal brand. Not just with your words, but also with the resources you give them.

7) Give them resources like a copywriter, designer, etc so that they can create content even if content creation isn't their core skill.

8) Create a cadence of content that new employees can create.

9) For sales people, have them write down every question they get from a potential customer or existing customer and turn that into content.

10) Encourage the specific characteristics in your people that make them valuable contributors to your team. Have them write about those things (systems they've implemented, processes they've created, frameworks that execute within, etc)

Are you trying to establish your brand as a thought leader? Start a PODCAST, invite industry experts to be guests on your show and watch your brand become the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vanner, truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the cohosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to another behind the curtains episode of BDB growth. I'm here today with Logan Lyles from our team. Logan, how you doing today, man, I'm doing awesome. James, how are you, man? I'm fantastic. So, if you're new to the show, I want to just explain a little bit. I like to explain these episodes we get. We got some feedback frombody early on saying like Hey, these things you do in the weekend are great, but you know, the first time I heard when I was really confused as to what was happening because it wasn't our typical interview, the interview with a vpa marketing CMO and a fast growing bbtech company. What we do with these weekend episodes? We don't put an episode number in the headline for a reason, because we want you to be able to visually see. What are the solo episodes? What are the interviews? Some people like the interviews better, some people like the solo episodes better. Are these behind the curtains episodes better? But these weekend episodes it's usually myself and someone from the team, usually Logan,...

...talking about just different things that are happening in the business behind the curtains, the way the things we're learning, the ways we're growing as an organization and and so, yeah, we're a bootstrapped, you know, podcast agency. We're growing really, really fast and I think a lot of people are interested in in what we're doing to achieve that growth, how we're going about managing it. And so that is a little bit of context for this style of episode. But the actual conversation that we're going to have today Logan, is something I'm really excited about because it's something I learned from Ryan dice at hypergrowth a couple weeks ago drift conference, and he talked about Ryan dice from during his it wasn't a Keyo. There's a bunch of different like Keynoe, quality speakers, but during Ryandyce has talk, you talked about this concept of the character diamond and I thought it was fascinating because he said, you know, everybody's talking about store worry. You got to tell your story, story, story, story, and he said, you know, story is great, but what people crave are characters. And when he unpacked that I thought, oh my gosh, that's brilliant. Like you love Star Wars, but the thing you crave is luke or Leia or Chewy or you know, it's the character that you're really fall in love with. And so Ryan stock was really focusing on how do you create the character for your brand, and where I thought he was going to go with the direction of his talk is actually a little bit different than where he actually went. I don't think he had publicly talked about the character diamond before, but essentially in his talk he talked about creating it for the kind of for the logo. I thought the way he was going to go was, you know, creating characters within your brand, and actually talked about this to him, like turning your team members into the characters of your brand was where he's going to go. He didn't go there, but I talked to him about it in bound actually the next day and he said that turning like once you establish the character that is your brand...

...or your logo, then that, he said, the next evolution of that actually is to identify people within your organization that aligned to the character of your brand and then you empower them and almost like celebritize them and because they exhibit qualities of your character, of your of your brand. Those people now become extensions of that character. So it actually is like pretty aligned. But I want to spend the bulk of this episode Logan Talking about the direction I thought he was going to go in, the importance that I think it is, or how important I think it is to really empower an equip the people on your team to focus on their personal brand. And so as we jump into that, you know I've been saying something a lot lately. I wrote about it on Linkedin, but I've been saying this a lot internally. The statement of Your Company's brand is the sum of the personal brands of its people, and I really do believe that. I think it's a bold statement. You could probably poke holes in it and say, well, you know, company like Oracle, does that really apply with that many employees? But I really do think in today's kind of social landscape that at least in be to be. I can't speak as much to be to see. I think it probably doesn't apply actually to be to see as much, but I think in be to be your company's brand is is the sum of the personal brands of its people and I just see so many companies neglecting or even even having folks that want to focus on their personal brand push them down and I just think, I just think it's too important because, like, we're seeing benefits of what you're doing, of what you know, other folks are doing on our team as they proactively put out content it, and it's just bringing too much benefit. The biggest benefit that I want to get your thoughts on Logan, because there's a recent story that's happened with somebody on our team. But the biggest benefit from a growth perspective, which is what this show is all about,...

...is that when you empower and you resource people on your team to focus on their personal brand, that is expanding the reach of your brand, of your company, of your message, of your value prop it's expanding the reach of what you do through your people exponentially. So when I was the only one posting on Linkedin from sweetish media, it was limited. You know, I was able to get, you know, a good amount of reach on my content, but I'm the only one doing it. When we brought you on Logan and you started creating content, we exponentially had more reach because there's now two people creating content, engaging on Linkedin, putting out you know, really focusing on their personal brand and as we grow moving forward, that's going to happen. But so many people like, well, what if they leave? What if you invest in your people to focus on their personal brand and then they leave, who cares? And in my opinion anyway, looking like I don't care if they leave because while obviously I care if they leave because I care about them as people, but like, they expanded our reach as a company while they were with us, apps, and so they brought us value in their personal brand while they were with us and that's awesome. Like, and if they go and do that for another company, great, but like, why not have that expanded reach while they're on your team? And so I don't know, what are your thoughts on that? Yeah, so a couple things come to mind. I mean, you touched on it there in before I came on board. I remember one of the things you and I were talking about and you asked me point blank, you know, coming into this sales roll, are you okay with continuing to work on producing content, putting yourself out there, you know, building your personal brand, and I you know you use the phrase. You know, I'm really looking forward to having too strong mouthpieces in the market, you know, aligned saying similar things but sharing a different perspective and that I was really excited about that personally and we've seen benefits from it. I was interviewing a current client of ours just...

...last week and she mentioned something to me, just kind of off the cuff, but I really, you know, it resonated with me. She mentioned, you know, James Really built the business case for us to do a podcast over time through the content I was seeing on Linkedin. It wasn't one singular event. It was him building the case through post after post, interaction after interaction and, like you said, since I've been on board and we've been doing that as a team now and growing that, then it has exponential benefits. And then the other day, you know, just a real tangible story as we've continued to grow the team. You know, Andrew has moved into this director of operations role and has been doing a great job on that part of the business. You know, not a marketing function, not a primary sales function, is his role as operations. Well, you know, the last week you woke up to a text from him. I got an email from him early in the morning saying, you know, I just got two leads coming in bound to me asking about our services and me, as you know, owning the sales function here, obviously I'm super excited. We've got another place that people are coming to us wanting to talk about our services, you know. And it came from a post that he did on linkedin about what he's doing and it probably, you know, hopefully help some folks think through some operational processes that could apply to their business. But in the end it was also getting our message, Our Name and our brand out as a company and it led directly to sales opportunities in my inbox. I love that. Andrew is not on our marketing team, he's not on our sales team, he is our director of operations and last week just I mean what a tangible business result for our business case and a result of empowering your people to focus on their personal brand. I like two weeks ago I told Andrew, I said, Hey, as a part of your job description, because...

...it's a new role that we've created for him. I said, as a part of your operations role, I want you writing content on Linkedin it least once a week and by making that a part of his job function, you know, I didn't say he had to write about podcasting and he didn't write about podcasting. He didn't write about our service at all. He wrote about the things that he's implementing in our business from an operations perspective, workflow, like how we get projects across the finish line quicker, efficiency, things like things that operations people would be interested in, and he's writing about that, which is genuinely engaging content, based on encouragement that I'd been giving him and and resources, which we'll talk about later, resources that I've been giving him and as a result, very quickly after he started writing content. I think he's written two or three posts so far since he's been on the team. He gets these two leads in and I just think, and one of them was from a very large account that I hadn't even considered, you know, being able to crack, but they came in bound because we now have a third person in Andrew. Really Ryan has started doing it now too, so we went from one person, me, being the primary mouthpiece for sweet fish, to now having four mouthpieces in the market. Imagine, if you're listening to this right now and you have a team of a hundred or a hundred and fifty and you know not everybody is going to be comfortable doing this and and there's some nuance there to like twisting people's arms to do things that they don't necessarily want to do. But I would actually air on the side of making it a part of the job description to have not just encourage with your words and say like Oh, you should focus on your personal brand, but actually make it a part of people's jobs, because there are tangible business results. We're experiencing it firsthand. So to the recruiting point, to what you talked about earlier, Logan like as we were kind of on boarding you and the kind of the month leading up to you coming on board, and I said, you really want you to own you like go all in with your personal brand, even more than what you've already been doing at your other job.

But I think that was huge in recruiting people that care about their personal brand. One of the things that stood out to me about you, and we hired you, was you were already putting out content. Now, I knew you were an environment where that was pretty tough to do, but you were still doing it. You figured out like angles and different content topics to talk about even though it wasn't necessarily encouraged at your old company, you were still doing it and I thought, man, this guy gets the power of personal brand. I don't want to have to convince somebody that they need to focus on their personal brand if I can hire for it based on a track record of them already focusing on it. So from a recruiting standpoint, I think that is huge. And then the second point to recruiting that I want to make is I think it actually gives you a competitive advantage from a recruiting perspective to invest in your team's personal brands. I think about us. We hire a lot of writers, we hire a lot of account managers, and those are, you know, folks typically, you know, mid S, relatively early in their career. I actually think by US taking a stance of we invest in our people's personal brands, we give them resources, we give them encouragement, we actually we make it a part of their job description to focus on their personal brand, which is going to help their career long term. I think that separates you from other people that are fighting, from other companies that are fighting for the same talent that you're fighting for. It just creates a really strong differentiator if you are the company that's like man, I'm going to go to these guys and they're actually going to resource and equit me to focus on my personal brand and that's something that is going to help me for the rest of my career, whether I stay with this company two years or ten years. So I think from a recruiting perspective it's huge. What are your thoughts to their Loogan? I mean, I have to speak from the sales perspective. I was just listening to an interview last night on John Barrows make it happen Monday's podcast, and he was talking about about what do sales reps do when they're in an organization where they're not allowed to put stuff...

...on social it has to go through three, you know, spot checks, or marketing is the only one who can put content out in the market. And and how did they adjust to the social land sape and social selling when they're not empowered to invest in their personal brand, to leverage their personal brand? So I think if you are growing a team and you are recruiting sales people that get it, and that's what you want. You want sale people that get it, that understand modern selling, that you know can tell stories, that can leverage their strengths. If you're telling them that they're coming on board to not only, you know, a great team and great culture and we've got great product for you to sell and Yada, Yada, Yada, but you're also telling them and showing them how you're going to empower them to work on their personal brand, which, you know, if they move on from you, that's okay. I mean it's like, you know the old quote. You know the CFO says, you know, what if we invest in people and they leave, and the CEO, that I think is more forward thinking, says what if we don't and they stay? You know they're there's risks either way, but I think the benefit of bringing on great people where they feel invested in, especially in a sales roll where there is a lot of churn, gives you the ability to recruit great people and, you know, potentially keep them for longer. There's always risks on either side, but I think the benefits far outweigh those risks, especially within the sales function. I love it. You know, one thing that I was talking about with miles death. He runs the death group, big on Linkedin. If you're not following miles, you absolutely should be. But I got to spend the weekend with him. He flew down from Connecticut, hung out with this in Orlando and he was saying, you know, he's kind of known as the cold calling king on Linkedin because he's documented a couple days where he's done like, you know, four hundred or seven hundred cold calls in a single day. And he said, you know, because of those videos going viral, had a lot of people ask me to come into their organization and like...

...cold call with their team, to just prove to their team that it is actually possible to do more than sixty dials in a day. But he said the reason I don't like that that's kind of the brand that is starting to shape around me is because I actually don't think cold calling works most of the time. I think most millennials think it never works. And he said I absolutely think that it can work. I don't, but I but he's like, the way I've grown my own business is not through cold calling. It's actually been through social it's been through putting out relevant content, it's been through engaging with people. That's that's where all of me my leads for my own business are coming from. It's not because I'm making three hundred dials a day or seven hundred dials a day. I'm actually getting business from the stuff that you and I are talking about right now. Loogan investing in is, you know, he's investing in his personal brand. And so I think if you're looking for folks that these young, sharp sales folks that understand what miles understands, that like the actual deals that they're winning are not coming from the traditional activity that is being forced on them by leadership. It's coming by stuff that they're doing on their own time on Linkedin or, you know, other like social channels, that that's the actually working anyway. So by just empowering your people to do something and being lowed about that. From a recruiting perspective, the savvy sales people that are going man, my company's like killing me every time m I write something on Linkedin. But I know that every time I write something on linked in I end up getting three or four leads out of it. This company over here saying Hey, we actually empower that, we want you to do that. I'M gonna go work for these guys. So I think it's huge. I want to spend the last part of this interview really giving some tangible like how do you operationalize this? It's one thing to say empower and resource your people to focus on the personal brand, but how do you actually do it? I think Logan, the first thing that was really smart that we did that we created a standard linkedin headline that everyone on our team puts and I've seen other people do this, I think. I...

...think drift actually does this. I think lucid maybe in Salt Lake City. I think they might do this too. But creating a consistent headline across all of your folks, especially the folks that are going to be putting out content. Our tagline is we produced podcasts for B Tob Brands. That is very tight, it's very punchy, it is direct to the point. Like you have to be very careful about what you make that statement be. It can't be too vague, it can't be too broad. But the reason why it's so important is because if you're creating these mouthpieces for Your Business, that headline shows up pretty much everywhere. Their name shows up. So whether it's whether it's a comment, whether it's content, whether it's mobile, whether it's desktop like that headline follows their name pretty much every where they go on Linkedin. So if you're creating mouthpieces and your let's say Logan, if your headline on Linkedin was director of partnerships of sweet fish media, that would not actually be as beneficial. You having all that visibility on linkedin because of all your activity there would not be as helpful, because what is sweetish media like? What's that even mean people? Some people know Logan but they don't actually know what we do as a business. But because right next to your name it says we produce podcast for BDB brands, and then we have a little time every single time. So it's constantly reinforcing. And that's the same thing with Andrew. Andrews our director of operations, but it says, Andrew Hurley, we produce podcast for BB brands. That's what shows. That's what it shows every time he comments, every time he creates content, people are seeing that and and you can put other things on there. You know you we have a little line after that that says, you know, director operations and other things, you know, cohost, to be growth whatever. But the headline gets truncated so that's why you want to make sure that your your value statement that you come up with it you're going to put in all your headlines, is short enough to where it doesn't get cut off. I think Josh Stemley on...

Linkedin has a great one. He says iye coach executives to become influential. That is extremely tight. It's extremely focused. In his case, I think he might be the only kind of mouthpiece for that part of his business. He owns a couple different businesses. You got an agency and then he's got his is coaching business. But think be very thoughtful about what that value statement is, what that linkedin headline is going to be for everybody that you empower to create content on your team, because is incredibly important because it follows name around everywhere. So that's the first thing I wanted to talk about. The other piece and it kind of transitioning. Now that you've done that, you've got your framework set up, you've got that value statement, you've asked everyone on your team to make that their linkedin headline. Now you can't just empower your people to focus on their personal brand with your words. I do that. I talk to you, I talk to Ryan, I'd talk to Andrew about about writing content, but I'm not just encouraging you with my words, I'm also giving you resources to do it. And so I remember you and I had a conversation a few weeks ago because we're getting an enormous amount of inbound and you're on. You're on, you more and more sales goes every week, which is awesome, but you're like James, like I want to keep up the momentum we're getting on Linkedin. I'm just like running out of time in the week to do it. And we are not a culture where we're like expecting people to work sixty hour weeks by any means. So it's like, okay, I don't want you working fifty five sixty hour weeks, and which is what's going to have to happen if you want to continue creating content and closing all these deals that you're closing. So you have carte blanche access to our entire writing team. If you want a partner with someone from our writing team, have a quick, ten, fifteen minute call about a topic that you're thinking about, have that write or create the post for you, and that saves you then thirty, forty five suits of writing the post yourself. You know, we've also got a team of designers that we give everybody access to it in case they want to focus their personal brand on instagram. I'm very bullish on Linkedin. I think that's actually the the most business case in terms for the results we're looking to get. That's Linkedin is a...

...better business case for personal brand than Instagram, of my opinion. But I don't want to cap people, so I give people one of our copywriters. I let them have access to designers, like with Ryan, and last week I gave Ryan the platform to talk about something he's passionate about, which is ending human trafficking. We talked about it to this audience to be we growth. We did a solo episode with them. So giving him access to our audio channel. So whatever it is you have, maybe you know we're an agency, so we have access to some that talent. If you don't have those resources in house, go hire a designer, hire a copywriter. It is going to make sense because you're going to have that one resource help everyone on your sales team. Until you have a seven or eight person sales team. It then makes a lot of sense to scale the influence that your sales team has in the marketplace by hiring one copywriter fifty grand, sixty grand a year. I don't know what copywriters going for that are full time copywriters or fine, find a contractor like find somebody and give them as a resource to your sales team and I promise you will be a worthwhile investment. What are your what are your thoughts on that Logan or around kind of being equipped with resources to actually focus on your personal brand? Yeah, I mean it's very empowering for me as the salesperson, but I think it also, you know, allows the company to scale that much faster, as opposed to, like you said, if you have eight or ten people on your sales team, they obviously if they've been around for a while and their successful sales people, they're good in front of customers, they can communicate well. They might not be the best riders or they might be a good writer, but they just don't have time. So how do you take what's in their head and from the things from their conversations that could be great content for their personal brand and the company's brand story and get them out in front of eyeballs? And this strategy of breaking up the work, not just like harping on your sales team. If you're, you know, not the people that are kind of quelching...

...your sales people's personal brand, but you're trying to get it out of them, but it feels like pulling teeth. Then equip them with the resource to make it easy. And you know, with US sometimes we turn podcast interviews and we just turn that audio over to the writer. If you don't have a podcast set your like you said, set your sales people up or other people up to have a conversation with a writer or just record something and throw it into soundcloud or something and then give that link to the rider so that they can take those thoughts, massage them and turn them into written content. It's going to scale so much faster. Yeah, I mean your sales people are getting asked questions every single day and I guarantee you that if they turned the questions that they're being asked into content, whether that's, you know, creating a voice memo on their phone and then, e see, emailing that over to the copywriter. Say I'd love to have one thousane hundred character linkedin status update talking about this. Maybe even a blog post that we put on the company's blog, that that is such valuable content and you're scaling your content creation through the lens of someone that actually, like your sales people, might not all be great writers. I lucked out with you, Logan, because you actually are journalism background, so you are a good writer for you. It's just a time thing, like you don't have the time to do it anymore. So that's when we started saying, okay, we'll use one of our writers to write for you. But by doing that you've got quality control because you're having and you know, a copywriter who knows the voice of the brand overall. You know that you know your where your sales reps isn't going to make the brand look foolish because you know they can't spell or they don't know sent in structure whatever, but it's their thoughts that are being communicated and that is going to be such valuable content, both on social and, you know, on your website for Seo. So giving them the resources to create content is hugely, hugely important, and we touched on kind of content ideas. What do people actually talk about? If you've got somebody on your team,...

...it's like, okay, this is great, I I want to focus on a personal brand. I understand the long term benefits of it. But what a I say? I think you, as the leader, can help them come up with like how are they adding value to your team? And one that's a great way for you to encourage your team and to tell them the strengths that you see in them. But I think to it says hey. With Andrew I said Hey, man, I love the system that you've implemented that we you know, our workflow process now is a leadership team for how we're getting individual projects done. Man, talk about that on Linkedin, like that's a brilliant system, and so he did and it ended up being great content. So you, as the leader, identifying strengths and your people and then encouraging them to write about that. But then I think you can even get more more systematic about it. You could come out, I mean we came up with the list of sixty different linkedin topic ideas that I've seen work really well on Linkedin and we could give our team access to that list of sixty ideas and say hey, like, start here if you don't have anything to say, if we've already run through like the eight, you know, rock star qualities of you. We've already talked about that. Here's a list of, you know, sick ideas. Tell a story from your childhood that impacts how you do business today. You know, start answering questions from that. You commonly ask questions. I mean, there is no shortage of content ideas, but I think it's worth saying here that you might run into people that don't necessarily know what to talk about. Have a plan for how to address that. Have a cadence of content that new new employees can create because you have a stable of sixty ideas. Be Able to tell them, hey, like jot down every question you get from a customer is a potential content idea. And then the third one being call out their strengths, see what they're doing. That's, you know, incredibly helpful for the team and encourage them to write about that, because if it's helpful for you, it's probably going to be helpful for other leaders as well, and it tells them that you see them and that you're seeing them, you're seeing greatness in them, and it's actually going to make them operate in that in that behavior,...

...even more so when you call out the positive, that positive is going to rise to the surface more and more because the people know that it seems so that's a great way, a Combo of like encouragement plus getting content out of folks. So those are three tangible ways to resource them with ideas. And then we've obviously hiring a designer, hiring copywriter, hiring someone that can actually help scale your team's content creation is the other element of that resourcing part Logan. Is there anything? I know we'd this has been a long, longer episode. Is there anything around this idea? I just think this is so important. I really hope people grasp onto this. There anything that you think that we didn't touch that folks should know? I mean just a couple granular things that came out of, you know, conversations internally here this week. You know, create a list on Trello of those ideas, and I mean your salespeople should be talking about. Hey, this question and came up. I never I never heard it before, and those sorts of things kind of in your sales meetings. You're probably bringing those together, but systematizes that in a way that can lead to content creation. You know, I think a Trello list or, you know, a pend list or stard list in slack if your team is big on using slack as a communication channel. So those are just just to get Super Granular for folks in next steps. A couple of ideas, if either of those tools are in your tool bag right now, to make it easy for your salespeople to add to the fire or add to the stockpile. There of things for the writers to draw on or for them to go back to and work with the writer on after the facts. So yeah, I really hope that a lot of sales teams and a lot of teams in general, you know, take some value from this because because we've seen in just a short amount of time in the things that we've implemented here a lot of benefits for the company overall and definitely from a sales perspective. I totally agree. Man Logan, that's been fantastic. Thank you so much to you, the listener, for tune and in and for giving us your attention. It is greatly appreciated. We do not want to take your...

...attention for granted. If you're active on Linkedin, even if you're not, we'd love to connect with you there, Logan, and I if you couldn't tell from this episode. We hang out there a lot. James Carberry, carbary Logan, lyles L Y L es, would love to connect with you on Linkedin. Tell us that you listen to the show that makes our hearts and souls smile. Thank you so much much. You. Love you a ton. Have a fantastic weekend. Thanksat becoming a thought leader doesn't just happen. If you want to build a strong personal brand and extend your reach online and offline, you need a plan. Want help developing yours. Check out impacts it. This one day event is bringing together best selling authors, professional athletes, influential CEOS and emerging entrepreneurs, all for one purpose to equip you to lead, influence and inspire, whether you're looking to build a lasting legacy with your business or extend the reach of your brand. Impact Summit speakers will share inspiring stories and practical lessons to help you on your way. Did we mention a session on launching and growing a podcast? You guessed it. You'll hear from sweet fish media's own James carberry during that session. We won't want to miss all of these influencers and leaders coming together in Salt Lake City on October thirteen ready to learn more, check out influencer ink dot CEO. Impact Summit. Be Tob growth listeners can get fifteen percent off the price of their tickets for this event by using the Promo Code Sweet Fish. Sweet Fish, so use that code, get your tickets today and get ready to grow your brand and your influence at Impact Summit two thousand and Eighteen.

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