Creating Ripples - Ben Baker


Howdy, howdy everyone, Tad Stephens on the Micro Success Secrets podcast where we focus on business psychology and marketing, and how you can use that in your business daily and long term. 

Today, I am talking with Ben, who has been helping companies and the people within them understand, codify and communicate their unique value to others for nearly a quarter of a century. He is the president of your brand marketing and employee engagement consultancy, author of powerful personal brands, a hands on Guide to Understanding yours. And the host of I heart and Spotify syndicated your living brand dot live show with over 150 episodes. Ben believes, if companies understand live, build cultures around their purpose employees will engage stay and want to grow with the company.

But to start with, is there one business or life decision that you have made? That if you could change it? You would change it? Or would you change it? If you could? And if you would change it? What would it be? What would you change it to? 

Yeah, this is a business decision that goes back almost 25 years ago. So it was pre 911. exactly when I don't remember, but sometime in the late 90s, probably 9798 years old. Like, like most of us, I was a lot younger at the time. I had a new client and I'd spent a lot of time cultivating this new client, you know, it took me four, six months to get this customer on board. And they were they they could have been a quarter million, half million dollar a year client and, you know, had the opportunity to be a really good long term client. And they decided to give me a test job. And this was right at the time. And I was in the printing industry at the time. And we were doing a large print right for them. And they wanted to give me a test. And it was right when presses were going from having film and plates to direct depress. So it was a new technology. You know, being a kid in the digital age back then I assumed I knew everything I needed to know, you know, you know the be be aware of the things you don't know, you don't know. Let me let me preface the story that way.

Well, there was a mistake on the press proof we we created a digital proof for them. And they took a look at it. They said, Well, you know what? There's a spelling mistake on this, you know, could you can you get this fixed? Don't problem. And they said what? And could you add the sentence in there? it'll it'll flow better? Sure, no problem. So we made the changes. We sent them a new proof I circled the area that you know where the where the changes made the signed off on it.

And we printed 65,000. And I didn't notice it. The client didn't notice it. The Pressman didn't notice it. The people that converted it didn't notice it. Nobody noticed that the document refloat. So things that were supposed to be on page six ended up on page seven. And it document just didn't look right. Do the formatting was off. Everything was off because of adding it might have been five words. Yeah. But because it looked right. You know, at that particular point in time, my assumption is okay, everything else is fine. Everything else is right. Yeah, everything else should be fine. Because this is right, because this is the only thing we changed. Well, the client comes up to me and goes, Well, you know, what do we do? I said, Well, you signed off on it.

And being young and being of the attitude that No, Mr. client, the ultimate responsibility is yours because you signed off on it, though. Yeah. I dug in my head. Was it 50%? My fault? Should I have checked it? Should my pre press caught it? Should my Pressman have caught it should do. The people who did the conversion should have been caught six different ways along the way. But my attitude was the client signed off on it, it was their responsibility. Well, they prayed to have it reprinted.

They paid their bill and never returned my phone call ever again.

 And what I learned from that was, there are wars and there are battles. And you know, we all need to sit there and say, in any situation, realistically, did I have some fault in this matter? And we need to give ourselves a really good shake. Because 99 times out of 100. It's not usually one person's fault, or it's not usually one thing that causes a problem. It's usually a cascade.

10-15 years later, that customer could have easily have been giving me half a million dollars with a business a year. And I could have recouped the five or $10,000 that would have cost me over that period of time. And then some. But yeah, cuz I dug in my heels. I never had the opportunity to be able to make things right. And that's, that's probably my biggest mistake. And the biggest lesson I've ever learned. But it's a lesson. I mean, it's expensive lesson, but it's an expensive lesson. But you know what, it's something that has stayed with me the rest of my life, and I have never, ever made that mistake again.

 So it's it's looking at, how can I utilize the strengths that I have the value that I've built, so far, the experience that I've done, to be able to help that next generation move forward, because there's a lot of people out there that are, you know, just starting off in business that have never been down the deep dark holes that have never faced adversity, that are sitting there going, I have no idea where to go from here. You know, I've been through those holes, I've built the ladders and dug my way out of these things, you know, and fallen into other holes and found my way out of those.

 You know, so what the businesses that I would get into the things that we do is sit there going, how can I help other businesses, avoid those pitfalls that I've that I've created, in a way where I can help the largest number of people possible to enable them to succeed because I I'm a big believer of when I can create ripples in the water, they create ripples in the water and everything grows, you know, it's coming from an abundance viewpoint and not say they're going, I have this knowledge and I'm going to keep it close to my chest and nobody else can have it. My attitude is give it to everybody. And let those people turn around and give it to other people and the world will be better.

So people go to if repository of everything, it's how people get get in touch with me, and you know, happy to be there to help.



Twitter: @YourBrandMrktng


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