From $1M to $10M Business: What Actually Changes in Branding, Hiring & Growth

1 00:00:00,239 --> 00:00:02,879 SPEAKER_01: Hey, I am Ryan Naylor, and I'm excited to be 2 00:00:02,879 --> 00:00:06,480 back with another phenomenal guest aimed at helping you grow 3 00:00:06,480 --> 00:00:07,120 your business. 4 00:00:07,360 --> 00:00:09,599 I know a lot of us are trying to build that playbook. 5 00:00:09,679 --> 00:00:12,320 We just finished Q1 2026. 6 00:00:12,480 --> 00:00:15,199 A lot of people are trying to figure out like how did I get, 7 00:00:15,439 --> 00:00:18,480 you know, that first quarter under my belt and my kind of on 8 00:00:18,480 --> 00:00:21,120 track to hit my New Year's goals, but I've got a great 9 00:00:21,120 --> 00:00:22,160 guest with us today. 10 00:00:22,320 --> 00:00:26,480 I'm super excited to introduce to our podcast Caden Muzilla. 11 00:00:26,640 --> 00:00:27,199 Thanks for being here. 12 00:00:27,280 --> 00:00:28,000 I really appreciate it. 13 00:00:28,239 --> 00:00:29,359 SPEAKER_02: Yeah, thanks for having me. 14 00:00:29,440 --> 00:00:33,119 I'm super excited to uh talk about everything and get to know 15 00:00:33,119 --> 00:00:36,640 you more and uh yeah, hopefully uh spread a good message. 16 00:00:36,880 --> 00:00:37,359 SPEAKER_01: Awesome. 17 00:00:37,520 --> 00:00:40,880 Hey, I like to dive right into kind of a hard-hitting question, 18 00:00:40,960 --> 00:00:43,439 and then I'll get to know you just a little we'll introduce 19 00:00:43,439 --> 00:00:45,679 you and get to know you just a little bit better to uh our 20 00:00:45,679 --> 00:00:46,320 audience here. 21 00:00:46,399 --> 00:00:48,719 But the question I want to lead with is this, Caden. 22 00:00:49,200 --> 00:00:53,280 What is it that a$10 million a year company does with their 23 00:00:53,280 --> 00:00:57,359 branding, advertising, design work that a million dollar a 24 00:00:57,359 --> 00:00:58,880 year business does not do? 25 00:00:59,039 --> 00:01:02,880 What is the difference that you see between a$1 million a year 26 00:01:02,880 --> 00:01:04,879 and a$10 million a year company? 27 00:01:05,200 --> 00:01:10,319 SPEAKER_02: I think delegate, I think relating to your audience 28 00:01:10,319 --> 00:01:11,840 rather than to yourself. 29 00:01:12,000 --> 00:01:15,120 There's a mixed communication a lot of times with founders and 30 00:01:15,120 --> 00:01:18,959 entrepreneurs and creative directors that they push out 31 00:01:18,959 --> 00:01:22,159 content that they think they enjoy, you know? 32 00:01:22,480 --> 00:01:27,280 But I think what will transfer from a 1 million to a 10 million 33 00:01:27,280 --> 00:01:30,239 is putting out the content, putting out the products that 34 00:01:30,239 --> 00:01:33,359 the audience and the consumer really want and relating it and 35 00:01:33,359 --> 00:01:34,640 then repeating that pattern. 36 00:01:34,959 --> 00:01:36,079 SPEAKER_01: That's such a great point. 37 00:01:36,239 --> 00:01:38,079 I think there's that point in every business. 38 00:01:38,239 --> 00:01:42,000 We're building businesses with services and products that we 39 00:01:42,000 --> 00:01:44,959 think the customers want, and then there's that transition to 40 00:01:44,959 --> 00:01:47,359 where we actually hear what they really want, right? 41 00:01:47,519 --> 00:01:50,000 We think we know what they want, and then we start to get to a 42 00:01:50,000 --> 00:01:52,640 point where like, nope, this is what they really want. 43 00:01:52,799 --> 00:01:55,920 This is the price point, this is the low-hanging fruit, this is 44 00:01:55,920 --> 00:01:59,359 the easiest way for them to say yes to us, and now we're able to 45 00:01:59,359 --> 00:02:00,159 scale into that. 46 00:02:00,319 --> 00:02:01,359 Would you agree with that? 47 00:02:01,599 --> 00:02:02,560 SPEAKER_02: Yeah, absolutely. 48 00:02:02,719 --> 00:02:06,719 I think there's there's that caught up in that big transition 49 00:02:06,719 --> 00:02:11,439 from the the one mil to the 10 mil, you know, and it's about 50 00:02:11,439 --> 00:02:13,520 listening as a founder, you know? 51 00:02:13,680 --> 00:02:16,560 It's about listening to what your audience really wants. 52 00:02:16,800 --> 00:02:20,400 And I think it's kind of almost letting go of your ego a little 53 00:02:20,400 --> 00:02:23,520 bit and saying, okay, this is what my audience wants. 54 00:02:23,680 --> 00:02:28,960 I've built this company or built this uh brand from zero to a 55 00:02:28,960 --> 00:02:29,439 million. 56 00:02:29,599 --> 00:02:33,280 I got this whole cult following, whatever it may be, but how do I 57 00:02:33,280 --> 00:02:35,680 scale it to make it to that 10 mil? 58 00:02:36,080 --> 00:02:40,400 It's that transition of letting go of what your vision was and 59 00:02:40,400 --> 00:02:44,960 then putting it into what the actual consumer really wants and 60 00:02:44,960 --> 00:02:46,879 just listening to them, you know? 61 00:02:47,199 --> 00:02:47,840 SPEAKER_01: Yeah. 62 00:02:48,240 --> 00:02:52,240 Caden, you recently started your company, Muzilla Creative. 63 00:02:52,319 --> 00:02:54,639 I'd love to hear a little bit about your journey, kind of what 64 00:02:54,639 --> 00:02:55,439 brought you to that point. 65 00:02:55,520 --> 00:02:58,560 I think a lot of us can relate being founders or business 66 00:02:58,560 --> 00:03:01,759 owners, what it took to get you over the hump to actually start 67 00:03:01,759 --> 00:03:02,479 your business. 68 00:03:02,719 --> 00:03:05,360 But maybe you can give us a little backstory, kind of who 69 00:03:05,360 --> 00:03:08,080 you are and and uh kind of where you're at in your chapter. 70 00:03:08,400 --> 00:03:10,159 SPEAKER_02: All credit to God for this. 71 00:03:10,319 --> 00:03:14,479 You know, I have uh 10 years of experience in the advertising 72 00:03:14,479 --> 00:03:14,719 world. 73 00:03:14,879 --> 00:03:18,000 I started as a graphic designer and worked my way up as a 74 00:03:18,000 --> 00:03:21,280 creative director in the Hollywood LA scene. 75 00:03:21,439 --> 00:03:24,719 I was, you know, art directing, creative directing for the major 76 00:03:24,719 --> 00:03:29,439 film studios, doing theatrical and movie releases for social 77 00:03:29,680 --> 00:03:32,960 content, and then I was also launching celebrity e-com 78 00:03:33,199 --> 00:03:35,280 brands, you know, from the ground up. 79 00:03:35,520 --> 00:03:39,439 So the full branding to the execution to the advertising for 80 00:03:39,439 --> 00:03:40,719 those brands, too. 81 00:03:41,039 --> 00:03:41,919 When was this? 82 00:03:42,080 --> 00:03:46,479 About two years ago, maybe longer, there was a big strike 83 00:03:46,479 --> 00:03:49,680 happening in the film industry with all the actors and writers 84 00:03:49,759 --> 00:03:50,719 and everybody. 85 00:03:50,960 --> 00:03:54,639 And uh not only did that hurt the film industry, it hurt the 86 00:03:54,639 --> 00:03:58,400 advertising agencies that worked for the film studios. 87 00:03:58,639 --> 00:04:02,400 And um, so there was a bunch of layoffs happening there, and I 88 00:04:02,400 --> 00:04:07,520 was part of one of the layoffs, and you know, I picked up 89 00:04:07,520 --> 00:04:12,080 another creative director job at a tech firm, and it was uh tech 90 00:04:12,319 --> 00:04:16,639 education, and man, that was a huge transition for me, you 91 00:04:16,639 --> 00:04:20,079 know, working on these theatrical movies, doing some 92 00:04:20,079 --> 00:04:24,160 really cool content, and then switching it up to uh tech 93 00:04:24,480 --> 00:04:25,360 education. 94 00:04:25,680 --> 00:04:30,959 And uh, I was there for over a year, and then um I got laid off 95 00:04:30,959 --> 00:04:34,959 from that job, you know, and then I found myself stuck, you 96 00:04:34,959 --> 00:04:39,199 know, and people were just kind of asking, you know, hey, like, 97 00:04:39,360 --> 00:04:40,160 can you help me with this? 98 00:04:40,319 --> 00:04:41,120 Can you help me with that? 99 00:04:41,199 --> 00:04:44,160 And it was just little by little, and I was applying to 100 00:04:44,160 --> 00:04:47,759 jobs constantly, and then the job market was just not there 101 00:04:47,759 --> 00:04:48,800 for me, you know. 102 00:04:49,040 --> 00:04:53,839 But one day I um went to my buddy's house uh out in Norco, 103 00:04:54,160 --> 00:04:57,279 California, and he's a legit cowboy. 104 00:04:57,439 --> 00:05:00,000 Uh he's a team roper, he's a world champ. 105 00:05:00,160 --> 00:05:03,839 And I told him, Hey man, I want to bring my camera and take some 106 00:05:03,839 --> 00:05:04,720 photos of you. 107 00:05:04,959 --> 00:05:06,480 And he's like, Yeah, come on. 108 00:05:06,639 --> 00:05:11,439 And so I took some photos and I posted them on um Instagram, and 109 00:05:11,439 --> 00:05:15,120 then slowly but surely some uh Western brands started seeing 110 00:05:15,120 --> 00:05:15,279 that. 111 00:05:15,439 --> 00:05:19,360 And my cowboy buddy was like, Hey, dude, you know what you 112 00:05:19,360 --> 00:05:26,079 should do is go to NFR in Vegas in December, and uh I think this 113 00:05:26,079 --> 00:05:27,759 was in 2024. 114 00:05:28,480 --> 00:05:31,120 SPEAKER_01: Is this the national rodeo that you do? 115 00:05:31,680 --> 00:05:33,120 SPEAKER_02: National Finals rodeo. 116 00:05:33,519 --> 00:05:37,680 And for for people that don't know what the NFR is, it's like 117 00:05:37,680 --> 00:05:40,399 the Met Gala for uh Western fashion. 118 00:05:40,480 --> 00:05:44,959 You know, every Western fashion brand is there, and everybody is 119 00:05:44,959 --> 00:05:47,839 dressed up to go to the rodeo and do all these other events 120 00:05:47,920 --> 00:05:51,439 all out in Vegas, and it's like a two-week thing where Vegas 121 00:05:51,439 --> 00:05:55,199 turns into a whole Western realm of entertainment. 122 00:05:55,439 --> 00:05:58,480 And my buddy told me about this, and I was like, Yeah, I'm I'm 123 00:05:58,480 --> 00:05:58,720 down. 124 00:05:58,959 --> 00:06:04,959 And um, so I went to NFR back in 2024, and I literally went booth 125 00:06:04,959 --> 00:06:09,279 to booth and said, Hey, this is what I shoot, this is the kind 126 00:06:09,279 --> 00:06:12,560 of content I shoot, I would love to shoot for your guys' brand, 127 00:06:12,720 --> 00:06:14,959 or this is what I can do for you guys. 128 00:06:15,199 --> 00:06:20,319 And I got a lot of clients like that, um, the old-fashioned way. 129 00:06:20,480 --> 00:06:26,800 And yeah, it started to you know, snowball effect, right? 130 00:06:27,040 --> 00:06:29,600 And I would work with one client, and then other clients 131 00:06:29,600 --> 00:06:32,319 would start seeing that work from and coming from that 132 00:06:32,319 --> 00:06:37,199 client, and this snowball effect of okay, this guy is creating 133 00:06:37,199 --> 00:06:40,720 some really cool stuff for in the Western realm, and it just 134 00:06:40,720 --> 00:06:43,839 started getting bigger and bigger with clientele, and um 135 00:06:44,160 --> 00:06:49,920 now I technically started my advertising agency in January of 136 00:06:49,920 --> 00:06:55,600 2025, and it is uh April of 2026 now. 137 00:06:56,079 --> 00:07:03,040 So uh fairly new, but it has scaled quickly, and uh I have 138 00:07:03,360 --> 00:07:09,279 about four employees under the Mozilla Creative uh agency now. 139 00:07:09,600 --> 00:07:11,120 SPEAKER_00: That's fantastic. 140 00:07:11,439 --> 00:07:14,959 SPEAKER_02: Yeah, so what we do at Mozilla Creative is I like to 141 00:07:14,959 --> 00:07:21,360 have it as a one-stop shop for uh brands, and um what we do 142 00:07:21,360 --> 00:07:25,759 really well at is obviously we create the content and then we 143 00:07:25,759 --> 00:07:30,079 also strategize for organic and paid media, right? 144 00:07:30,319 --> 00:07:34,319 So we have a really good team of guys that know what they're 145 00:07:34,319 --> 00:07:37,519 doing on the organic side and guys that know what they're 146 00:07:37,519 --> 00:07:39,279 doing on the paid media strategy. 147 00:07:39,600 --> 00:07:40,959 SPEAKER_01: Help us understand, Caden. 148 00:07:41,279 --> 00:07:45,439 I I think I think I have a lot of brands that listen to this 149 00:07:45,439 --> 00:07:48,480 show that are on the other side of the table that maybe be 150 00:07:48,480 --> 00:07:51,040 hiring someone like you to come in and actually shoot for them, 151 00:07:51,199 --> 00:07:52,800 help them build some media strategy. 152 00:07:52,959 --> 00:07:54,319 How do you price for this? 153 00:07:54,480 --> 00:07:57,519 Like, are you a time and materials company, or is it kind 154 00:07:57,519 --> 00:08:00,399 of like stick our finger up and kind of see which way the wind 155 00:08:00,399 --> 00:08:02,959 is blowing and kind of come up with a price at that point? 156 00:08:03,120 --> 00:08:06,240 Because I think that's kind of the way a lot of us feel that 157 00:08:06,240 --> 00:08:09,120 that maybe it just feels like because there's such a wide 158 00:08:09,120 --> 00:08:12,720 range of pricing out there, like we don't know who's who's legit 159 00:08:12,720 --> 00:08:15,199 and who's not, who's making it up and who's actually telling 160 00:08:15,199 --> 00:08:15,839 the right story. 161 00:08:16,000 --> 00:08:18,240 But how do you price something like this? 162 00:08:18,560 --> 00:08:21,920 SPEAKER_02: Yeah, you know, I actually understand because 163 00:08:22,000 --> 00:08:25,839 obviously, you know, I started as a small business and I'm 164 00:08:25,839 --> 00:08:29,519 scaling up, and I understand that you know, there are brands 165 00:08:29,519 --> 00:08:31,839 out there that are small businesses, there are brands 166 00:08:31,839 --> 00:08:34,320 that are medium-sized businesses, and there's brands 167 00:08:34,320 --> 00:08:38,080 that are very large corporate Fortune 500 businesses, right? 168 00:08:38,320 --> 00:08:41,759 When I'm approaching a brand or having conversations with a 169 00:08:41,759 --> 00:08:44,799 brand, I kind of want to see where they're at, right? 170 00:08:45,039 --> 00:08:48,720 Where they're at on the level of tier, if they're a small brand, 171 00:08:48,799 --> 00:08:51,600 if they're a medium-sized brand, or if they're a huge brand, 172 00:08:51,759 --> 00:08:52,080 right? 173 00:08:52,320 --> 00:08:55,600 After I get to know them a little bit more and see like 174 00:08:55,840 --> 00:09:00,799 what they're struggling with, then I kind of like come up with 175 00:09:00,799 --> 00:09:05,600 a package structure that matches what they kind of make 176 00:09:06,159 --> 00:09:07,200 revenue-wise. 177 00:09:07,600 --> 00:09:11,279 And because I don't want to come to a small brand with a huge 178 00:09:11,279 --> 00:09:12,399 budget, you know? 179 00:09:12,559 --> 00:09:14,080 That's not fair at all. 180 00:09:14,240 --> 00:09:18,720 I want to work with you guys, so I like to understand what kind 181 00:09:18,720 --> 00:09:22,000 of revenue is working with you guys, what kind of marketing 182 00:09:22,000 --> 00:09:25,440 budget it is, and then we kind of meet in the middle of like 183 00:09:25,440 --> 00:09:29,440 packages, like how much content you guys are wanting to be 184 00:09:29,440 --> 00:09:31,919 pushed out, how much can we afford? 185 00:09:32,240 --> 00:09:35,840 What kind of stuff are you struggling with specifically? 186 00:09:36,000 --> 00:09:40,559 And then I'll customize a package to what you guys are 187 00:09:40,559 --> 00:09:44,240 needing with the price range that fits you comfortably, you 188 00:09:44,240 --> 00:09:44,559 know. 189 00:09:44,879 --> 00:09:46,879 SPEAKER_01: Yeah, yeah, that's fantastic. 190 00:09:47,120 --> 00:09:49,919 I know you're still kind of in the ear I would consider it 191 00:09:49,919 --> 00:09:52,399 early days, and maybe you don't feel like it's the early days 192 00:09:52,480 --> 00:09:55,360 because it's been such a grind, but but maybe what's been harder 193 00:09:55,360 --> 00:09:57,919 than what you expected, kind of getting off the ground. 194 00:09:58,240 --> 00:10:01,039 SPEAKER_02: You know, I still think I have a hard time with 195 00:10:01,039 --> 00:10:05,279 this, and I'm I'm going to in the future as well, delegating a 196 00:10:05,279 --> 00:10:10,159 little bit because I am such a hands-on creative, you know. 197 00:10:10,399 --> 00:10:14,000 I love to do my editing, I love to do my photography, I love to 198 00:10:14,000 --> 00:10:18,960 do the video stuff, but I see that slowly getting less and 199 00:10:18,960 --> 00:10:19,440 less. 200 00:10:19,679 --> 00:10:22,559 You know, I'm starting to hire like editors or like 201 00:10:22,559 --> 00:10:26,399 photographers for shoots, and and it's a little sad to me 202 00:10:26,720 --> 00:10:33,279 because to make my business grow and uh scale more, I need to do 203 00:10:33,440 --> 00:10:35,759 the operations and sales of it, right? 204 00:10:35,919 --> 00:10:41,279 I can't be so focused on you know creating all the assets or 205 00:10:41,360 --> 00:10:44,320 you know, editing the photos, everything like that. 206 00:10:44,480 --> 00:10:47,840 But I've been in doing it for so long that I'm able to teach my 207 00:10:47,840 --> 00:10:51,519 team how to edit in my vision for the brand or whatever 208 00:10:51,519 --> 00:10:55,039 campaign that we're doing or whatever social media management 209 00:10:55,039 --> 00:10:56,320 we're doing too, you know. 210 00:10:56,480 --> 00:10:59,519 But that's been the harder, hardest part, I think. 211 00:10:59,919 --> 00:11:03,120 Um is kind of like what we were talking about in the beginning 212 00:11:03,200 --> 00:11:08,399 is like, okay, I gotta let go of my ego a little bit and trust my 213 00:11:08,399 --> 00:11:13,120 team, trust that they can see out my vision and teach them as 214 00:11:13,120 --> 00:11:14,080 much as I can. 215 00:11:14,320 --> 00:11:18,879 But I need to be able to scale my business, scale it up more 216 00:11:19,120 --> 00:11:21,039 because I got employees to pay for. 217 00:11:21,279 --> 00:11:23,600 SPEAKER_01: You know, Caden, I think one of the things I've 218 00:11:23,600 --> 00:11:27,679 seen a lot of small businesses really struggle with is letting 219 00:11:27,679 --> 00:11:31,759 go, is letting go of not only control of the system, the 220 00:11:31,759 --> 00:11:34,240 process, the product, the service, whatever it is that 221 00:11:34,240 --> 00:11:38,000 they're doing, but not only struggle letting it go, but but 222 00:11:38,000 --> 00:11:40,799 fully educating the team that does it. 223 00:11:41,039 --> 00:11:43,919 I see a lot of small business owners, they'll recruit in 224 00:11:43,919 --> 00:11:47,279 people that have great resumes, they promise the world of 225 00:11:47,279 --> 00:11:50,639 experience, and then they trust that, and they'll do this 226 00:11:50,720 --> 00:11:55,200 halfway let it go, halfway not let it go, and then they judge 227 00:11:55,200 --> 00:11:58,399 that employee based on the quality that they're expecting 228 00:11:58,399 --> 00:12:00,000 to deliver themselves. 229 00:12:00,240 --> 00:12:03,039 And this is where the big disconnect is, especially in 230 00:12:03,039 --> 00:12:07,600 service-based businesses, is fully taking the time to onboard 231 00:12:07,600 --> 00:12:11,279 and train in a very, very diligent way to that new 232 00:12:11,279 --> 00:12:16,080 employee of my way of doing business, my way of doing the 233 00:12:16,080 --> 00:12:17,360 service, my way of doing it. 234 00:12:17,519 --> 00:12:19,360 This is how our brand standard is. 235 00:12:19,519 --> 00:12:21,200 And I think it makes a lot of sense, right? 236 00:12:21,279 --> 00:12:24,000 If you go into a big corporation, you're sitting down 237 00:12:24,000 --> 00:12:28,080 for a two-week, a 30-day program, a 60-day training 238 00:12:28,080 --> 00:12:31,679 program, whatever it is, you know, when you go to Disney and 239 00:12:31,679 --> 00:12:35,039 you go into the creative team at Disney, there's no way they're 240 00:12:35,039 --> 00:12:38,559 gonna say, Well, you've been here a week, go ahead, get after 241 00:12:38,559 --> 00:12:40,080 it, let's see what you can do. 242 00:12:40,320 --> 00:12:42,240 Not a chance in the world, right? 243 00:12:42,720 --> 00:12:44,879 But I know that time is crucial. 244 00:12:44,960 --> 00:12:47,919 And so as a small business owner, it's hard to devote that 245 00:12:47,919 --> 00:12:49,200 time into training. 246 00:12:49,360 --> 00:12:52,799 But that is where the world of AI can actually benefit us a 247 00:12:52,799 --> 00:12:56,399 lot, is by putting all of this knowledge base systems and 248 00:12:56,399 --> 00:13:00,960 processes into documents and building up a robust training 249 00:13:00,960 --> 00:13:01,279 program. 250 00:13:02,399 --> 00:13:08,240 So when we onboard our reps, they can fully be integrated my 251 00:13:08,240 --> 00:13:10,720 way, my brand's way, and consistently. 252 00:13:10,879 --> 00:13:15,120 And I think at that point it's a lot easier to let go of those 253 00:13:15,120 --> 00:13:16,399 systems and processes. 254 00:13:16,559 --> 00:13:19,840 Do you do you see that as kind of a true factor? 255 00:13:20,240 --> 00:13:21,279 SPEAKER_02: Yeah, definitely. 256 00:13:21,440 --> 00:13:26,159 I think the biggest um thing for me is like trust, right? 257 00:13:26,320 --> 00:13:29,360 Because like what you're mentioning is like they're not 258 00:13:29,360 --> 00:13:33,200 gonna get it, uh maybe a new employee is not gonna get get it 259 00:13:33,200 --> 00:13:37,120 down in a week, you know, not been in two weeks because you 260 00:13:37,120 --> 00:13:41,440 don't have the same amount of time as like a Disney to fully 261 00:13:41,440 --> 00:13:45,519 convert this person into the exact worker you want, you know. 262 00:13:45,759 --> 00:13:49,840 So I think it's more on a on a trust level, like when I'm 263 00:13:49,840 --> 00:13:53,279 hiring somebody, and I've always done this, even when I was in 264 00:13:53,279 --> 00:13:54,559 the agencies. 265 00:13:54,960 --> 00:14:00,879 I always ask myself, is this person willing to listen and to 266 00:14:00,879 --> 00:14:02,159 work on new skills? 267 00:14:02,399 --> 00:14:03,039 Right. 268 00:14:03,600 --> 00:14:06,639 And can I hang out with this person eight hours a day? 269 00:14:06,799 --> 00:14:10,559 You know, that was my vision when I would hire somebody, 270 00:14:10,720 --> 00:14:11,039 right? 271 00:14:11,279 --> 00:14:16,240 I wasn't really crazy about oh, this person's so talented, like 272 00:14:16,320 --> 00:14:22,000 this person's skills are so sick, because I found it as when 273 00:14:22,240 --> 00:14:28,000 their skill sets are crazy and like um totally perfect skills, 274 00:14:28,159 --> 00:14:28,480 right? 275 00:14:28,799 --> 00:14:32,879 I find it harder to work with that type of person because they 276 00:14:32,879 --> 00:14:35,759 are not able to listen, right? 277 00:14:35,919 --> 00:14:37,440 And to take direction. 278 00:14:37,679 --> 00:14:43,039 And that's been uh part of my hiring process is like, is this 279 00:14:43,039 --> 00:14:43,919 person teachable? 280 00:14:44,240 --> 00:14:44,480 Right? 281 00:14:44,639 --> 00:14:50,399 Can I trust this person to be teachable by me and and be led 282 00:14:51,039 --> 00:14:55,200 so that we can make all of our clients' brands thrive, you 283 00:14:55,200 --> 00:14:55,440 know? 284 00:14:55,679 --> 00:14:57,600 SPEAKER_01: You know, I think this is one of the things that's 285 00:14:57,600 --> 00:15:00,960 missing a lot in job descriptions is that ability to 286 00:15:00,960 --> 00:15:03,440 actually outline that in the job posting. 287 00:15:03,679 --> 00:15:06,320 I mean, we see tens of thousands of job postings going through 288 00:15:06,320 --> 00:15:12,080 Ava HR right now, and almost no one is including anything about 289 00:15:12,080 --> 00:15:16,000 onboarding and identifying what does your onboarding process 290 00:15:16,080 --> 00:15:16,639 look like. 291 00:15:16,799 --> 00:15:20,879 Now, to an A player, to someone that's really, really wanting to 292 00:15:20,879 --> 00:15:24,720 step in and be an impact in your brand and your business, that is 293 00:15:24,720 --> 00:15:28,879 going to just get all the feels that's gonna hit hard is knowing 294 00:15:28,879 --> 00:15:32,799 that you've thought through that and you're building a playbook 295 00:15:32,799 --> 00:15:34,399 for success within the company. 296 00:15:34,559 --> 00:15:37,440 A C player, they look past that and like, I don't really care. 297 00:15:37,519 --> 00:15:39,919 I'm just focused on the compensation section and how 298 00:15:39,919 --> 00:15:44,320 many PTO days I'm getting, and you know, can I hit these skills 299 00:15:44,320 --> 00:15:45,679 and requirement minimums? 300 00:15:45,840 --> 00:15:50,000 But really, the A players love structure, and I think that that 301 00:15:50,000 --> 00:15:53,279 could be a really great place to set those expectations at the 302 00:15:53,279 --> 00:15:56,480 beginning of a relationship is starting at the job posting 303 00:15:56,480 --> 00:15:59,840 level of here's the expectation, here's our onboarding and 304 00:15:59,840 --> 00:16:03,919 training, and here's our how we continually do our KPIs and 305 00:16:03,919 --> 00:16:05,759 personal improvement with our company. 306 00:16:06,080 --> 00:16:08,879 SPEAKER_02: Yeah, and I think you know, just taking it as a 307 00:16:08,879 --> 00:16:10,080 personal level, right? 308 00:16:10,159 --> 00:16:14,799 It's like, what can I do for the company rather than what will 309 00:16:14,799 --> 00:16:16,000 the company do for me? 310 00:16:16,159 --> 00:16:19,919 And that's just a simple question of life, right? 311 00:16:20,159 --> 00:16:24,399 You know, with relationships, spouses, what can I do for this 312 00:16:24,399 --> 00:16:26,879 person rather than what can this person do for me? 313 00:16:27,120 --> 00:16:31,919 And I think, you know, as society, we are so caught up in 314 00:16:31,919 --> 00:16:36,320 ourselves that we become a little bit selfish, always want, 315 00:16:36,480 --> 00:16:37,279 what can I get? 316 00:16:37,440 --> 00:16:38,320 What can I get? 317 00:16:38,480 --> 00:16:40,960 Rather than um, what can I give? 318 00:16:41,200 --> 00:16:44,159 You know, and uh that's kind of how I see it, you know, even 319 00:16:44,159 --> 00:16:48,639 with my employees, like, you know, when they come on board, I 320 00:16:48,639 --> 00:16:53,279 usually ask them, like, what do you see yourself learning in the 321 00:16:53,279 --> 00:16:54,320 next year or two? 322 00:16:54,559 --> 00:16:54,879 Right. 323 00:16:55,679 --> 00:16:59,440 And they tell me what they want, and I make sure that like I have 324 00:16:59,440 --> 00:17:01,919 time with them and like I teach them exactly what they're 325 00:17:02,000 --> 00:17:04,319 wanting and if they've if they want to get more into 326 00:17:04,319 --> 00:17:07,200 photography, like I'll have some sessions with them. 327 00:17:07,359 --> 00:17:13,920 Like, I want to be able to you know grow that employee into 328 00:17:13,920 --> 00:17:17,599 what they want to be rather than right, this is my employee, they 329 00:17:17,599 --> 00:17:20,559 need to do what I want, you know, because they're they they 330 00:17:20,559 --> 00:17:24,319 have a life of their own and and I want them to thrive as much as 331 00:17:24,319 --> 00:17:24,799 I do. 332 00:17:25,039 --> 00:17:26,559 SPEAKER_01: Yeah, absolutely. 333 00:17:26,799 --> 00:17:31,119 Well, Caden, your your experience in social media is 334 00:17:31,119 --> 00:17:31,759 phenomenal. 335 00:17:31,920 --> 00:17:36,079 And I think it would be I'd be remiss if I didn't ask you to 336 00:17:36,079 --> 00:17:39,039 give us some tips, some advice, some content direction. 337 00:17:39,119 --> 00:17:41,839 If if there's someone out there that's saying, hey, I want to 338 00:17:41,839 --> 00:17:46,000 drive a a couple more leads or some eyeballs to my brand via 339 00:17:46,000 --> 00:17:49,759 social media, what what are some of your tips and advice that uh 340 00:17:49,759 --> 00:17:50,559 you could share? 341 00:17:50,960 --> 00:17:54,240 SPEAKER_02: Authenticity would be a one-word explainer for 342 00:17:54,240 --> 00:17:54,480 that. 343 00:17:54,640 --> 00:17:59,599 I think a lot of brands get caught up in creating content 344 00:17:59,920 --> 00:18:05,839 for that's just trendy or viral or whatever, and they really 345 00:18:05,839 --> 00:18:08,640 lose the brand messaging, right? 346 00:18:08,799 --> 00:18:14,160 They either become a like a spam page or a meme page, and that's 347 00:18:14,160 --> 00:18:18,000 not the route you want to go because you won't get any leads 348 00:18:18,000 --> 00:18:21,519 or conversions organically if you just become a meme page, 349 00:18:21,759 --> 00:18:22,079 right? 350 00:18:22,640 --> 00:18:28,319 Um so it's all about testing and all about content buckets and 351 00:18:28,319 --> 00:18:33,839 pillars, and pushing out all the pillars that are your core 352 00:18:33,839 --> 00:18:35,759 messaging for your brand, right? 353 00:18:36,160 --> 00:18:40,559 Sometimes we we push out content that we know isn't gonna do the 354 00:18:40,559 --> 00:18:44,559 best engagement-wise, but it is part of our core messaging, 355 00:18:44,720 --> 00:18:48,880 whether it's like explaining about a product, showing details 356 00:18:48,880 --> 00:18:51,599 of a product, we know engagement-wise, it's not gonna 357 00:18:51,599 --> 00:18:55,519 do the best, but we know that to build trust and authentic 358 00:18:55,680 --> 00:19:00,480 authenticity with the consumers, we need to still push out that 359 00:19:00,480 --> 00:19:02,400 that core messaging, you know? 360 00:19:02,720 --> 00:19:05,920 SPEAKER_01: So if you're a roofer listening to this, give 361 00:19:05,920 --> 00:19:06,880 us some advice, Kate. 362 00:19:07,039 --> 00:19:11,279 And what type of content would be authentic, bringing out that 363 00:19:11,279 --> 00:19:12,000 authenticity? 364 00:19:12,079 --> 00:19:15,519 Is it you standing on a roof, giving roof advice and roof 365 00:19:15,519 --> 00:19:15,839 tips? 366 00:19:15,920 --> 00:19:18,240 Would it be in satin next to your truck? 367 00:19:18,319 --> 00:19:21,200 Like, help help me us walk through what it's gonna take to 368 00:19:21,200 --> 00:19:22,559 get those extra eyeballs. 369 00:19:22,799 --> 00:19:25,039 SPEAKER_02: Well, I would love the roofer guy to come talk to 370 00:19:25,039 --> 00:19:26,480 me and maybe I could help them out. 371 00:19:26,640 --> 00:19:31,119 But uh, if I could explain it at a very high level, you know, 372 00:19:31,359 --> 00:19:36,000 what we would do is understand what his audience is already 373 00:19:36,000 --> 00:19:36,960 there for, right? 374 00:19:37,279 --> 00:19:41,759 We would also research, see what other roofers are doing out 375 00:19:41,759 --> 00:19:45,440 there that are doing really well, and then we would break it 376 00:19:45,440 --> 00:19:50,079 down into a four-content bucket um strategy, right? 377 00:19:50,319 --> 00:19:55,200 It'd be A through D testing, is another way to establish this. 378 00:19:55,680 --> 00:19:59,119 With these four types of buckets, we would have, I'm 379 00:19:59,119 --> 00:20:03,680 spitballing this, but it may be an entertainment bucket, an 380 00:20:03,680 --> 00:20:07,759 educational bucket, a personal bucket, and a shareability 381 00:20:07,759 --> 00:20:09,200 bucket, right? 382 00:20:09,920 --> 00:20:13,359 And what we would do, we would push out all four of these 383 00:20:13,359 --> 00:20:19,359 testers and see what the audience is uh enjoying, what is 384 00:20:19,359 --> 00:20:22,960 getting more engagement, what are the followers liking, what's 385 00:20:22,960 --> 00:20:28,160 getting more comments, and then we'll say, Oh, if uh option B is 386 00:20:28,160 --> 00:20:32,240 doing best, let's push out option B a little bit more uh 387 00:20:32,240 --> 00:20:33,920 ratio-wise, right? 388 00:20:34,400 --> 00:20:39,279 And then we would still push out A, C, and D because we want the 389 00:20:39,279 --> 00:20:43,839 audience to know that this is a full brand rather than just a 390 00:20:43,839 --> 00:20:45,039 meme page, right? 391 00:20:45,200 --> 00:20:49,839 Um so we would push out all four types of pillars when a follower 392 00:20:49,839 --> 00:20:54,400 sees it on the algorithm, they see one type of video, and then 393 00:20:54,400 --> 00:20:58,720 they go to the profile, and then they say, Oh, I got cool 394 00:20:58,720 --> 00:21:00,319 personal content about this guy. 395 00:21:00,480 --> 00:21:04,480 Maybe he's a family man, he's showing uh pictures of his 396 00:21:04,480 --> 00:21:05,039 family. 397 00:21:05,279 --> 00:21:10,319 He also is super educational about roofing, like what type of 398 00:21:10,480 --> 00:21:14,400 oh, anything about roofing, but what type of roof roof stuff you 399 00:21:14,400 --> 00:21:15,279 need, you know. 400 00:21:15,440 --> 00:21:18,799 He's also creating some some shareable content, you know, 401 00:21:18,880 --> 00:21:20,640 that I can share in the future. 402 00:21:20,799 --> 00:21:25,200 You know, it's creating that value, understanding the full 403 00:21:25,200 --> 00:21:26,079 picture, right? 404 00:21:26,400 --> 00:21:28,000 SPEAKER_01: That's really great advice. 405 00:21:28,559 --> 00:21:32,559 A lot of these service-based businesses are such locally 406 00:21:32,640 --> 00:21:35,279 focused, you know, service providers. 407 00:21:35,359 --> 00:21:39,119 So they're gonna be serving a specific area, San Diego, uh 408 00:21:39,200 --> 00:21:41,920 Phoenix, uh, you know, Oklahoma City. 409 00:21:42,000 --> 00:21:44,640 They're not necessarily nationwide brands with 410 00:21:44,640 --> 00:21:47,759 e-commerce play where they get sell and ship to anyone. 411 00:21:48,079 --> 00:21:51,279 What's one of the ways that you can help be more relevant in a 412 00:21:51,279 --> 00:21:53,039 local community on social media? 413 00:21:53,519 --> 00:21:56,480 SPEAKER_02: For the local businesses, I would honestly, if 414 00:21:56,480 --> 00:21:59,759 I wanted conversions, I would do some page strategy behind it. 415 00:22:00,319 --> 00:22:00,559 Right. 416 00:22:00,960 --> 00:22:05,519 And then for the organic side, I would, you know, develop this 417 00:22:05,519 --> 00:22:10,480 authentic brand that's super related to the location that I'm 418 00:22:10,480 --> 00:22:10,640 in. 419 00:22:10,799 --> 00:22:14,319 Say we're in San Diego, maybe one of the content buckets, or 420 00:22:14,400 --> 00:22:19,680 like, you know, after roofing, you know, we go to lunch at a 421 00:22:19,839 --> 00:22:21,599 local San Diego spot. 422 00:22:21,759 --> 00:22:25,440 So we're building this community around the location through 423 00:22:25,440 --> 00:22:26,640 organic content. 424 00:22:26,799 --> 00:22:31,119 That creates a personal message, a personal value to the local 425 00:22:31,119 --> 00:22:33,599 niche of um that city. 426 00:22:33,920 --> 00:22:34,559 SPEAKER_01: Fantastic. 427 00:22:34,720 --> 00:22:37,200 Well, Caden, you've been a tremendous guest. 428 00:22:37,279 --> 00:22:38,319 I really appreciate it. 429 00:22:38,480 --> 00:22:41,359 Help everyone understand a little bit more about kind of 430 00:22:41,359 --> 00:22:44,480 how they can get in touch with you, follow you, you know, see 431 00:22:44,480 --> 00:22:45,680 your story and your journey. 432 00:22:46,000 --> 00:22:46,960 SPEAKER_02: Yeah, absolutely. 433 00:22:47,200 --> 00:22:52,640 So most of my content and most of my you know active uh online 434 00:22:52,960 --> 00:22:57,599 and uh social stuff is through my personal Instagram, which is 435 00:22:57,599 --> 00:22:58,160 chaos. 436 00:22:58,319 --> 00:23:01,359 It's spelled K-A-Y-H-A-O-S. 437 00:23:02,160 --> 00:23:08,079 My advertising agency is Muzilla Creative, M-U-Z-I-L-A creative. 438 00:23:08,480 --> 00:23:12,480 Uh, you guys can reach out on my personal, send me a DM. 439 00:23:12,640 --> 00:23:15,359 Uh, would love to work with you guys or would love to hear what 440 00:23:15,359 --> 00:23:18,480 you're struggling with if you're a brand or have an online 441 00:23:18,640 --> 00:23:19,599 digital product. 442 00:23:19,759 --> 00:23:23,279 We scale small brands, medium-sized brands, and large 443 00:23:23,279 --> 00:23:24,480 brands constantly. 444 00:23:24,559 --> 00:23:27,599 And um, you know, really looking forward to hearing from you 445 00:23:27,599 --> 00:23:27,920 guys. 446 00:23:28,160 --> 00:23:28,559 SPEAKER_01: Awesome. 447 00:23:28,640 --> 00:23:30,240 Caden, I'm following you right now. 448 00:23:30,400 --> 00:23:34,319 So I'm super excited to watch your journey and see all your 449 00:23:34,319 --> 00:23:34,640 content. 450 00:23:34,799 --> 00:23:36,240 Thank you so much for being on. 451 00:23:36,400 --> 00:23:39,599 And until next time, we'll make sure we link up to all of your 452 00:23:39,599 --> 00:23:41,039 content in our show notes. 453 00:23:41,200 --> 00:23:44,240 Um, but really appreciate you joining the playbook show. 454 00:23:44,400 --> 00:23:44,880 SPEAKER_02: Thanks, man. 455 00:23:44,960 --> 00:23:46,400 Thanks for having me so much.