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BRX Stories – Fintech South 2024

September 24, 2024 by angishields

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BRX Stories – Fintech South 2024

Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, this was just a couple of weeks ago, let’s tell them about our recent experience at Fintech South 2024.

Lee Kantor: Yeah. Being invited to be the media at Fintech South is a testament to the work that we do and we’ve been doing for almost two decades now here in the Atlanta market. But Fintech South is a global event. Financial technology is an industry Atlanta is especially kind of prominent in. This is where a lot of the credit card transactions of the entire country happen through Atlanta, and a lot of the major players have offices here.

Lee Kantor: So, when we’re invited to Fintech South, and we’ve been invited since its inception, I think, seven years ago as a media partner for them, this is something that potential studio operators and studio partners can really leverage in their local market because this is how it works for us here in Atlanta. We get invited to interview some of the people important to them. They assign an event handler to us that goes and gets all the guests for us. Not only do they invite the guests, they are physically escorting the guest to where we are so we can interview them.

Lee Kantor: And in this case, we were in the green room. The event took place at the Woodruff Arts Center, and that’s where the symphony performs and things like that. So, we were set up in a green room where the guest conductors are typically housed. So, we had a private room, there was a piano, there was a bathroom. It was our private space. And their handler was inviting and escorting the guests to us.

Lee Kantor: So, the event took place from 8:00 a.m. to 4:30, and we interviewed 19 guests during that time. And the event handler escorted each one of them down to see us. And these guests were board members. They’re CEOs. They’re founders. They’re award winners. They’re finalists. They’re people that are difficult to reach, that a lot of people in marketing would love to have time with. And we got to spend alone time with each one of these people in our studio interviewing them.

Lee Kantor: And we were given a spreadsheet with all their contact information, with all their information, and then we were able to interview them, and then we were able to build a relationship with them. And of the 19 people, I think we have follow up calls for at least with ten of the people that we met, that they were interested in learning more about the service we offer, and we were demonstrating the service we offer by interviewing them, and they saw how it went.

Lee Kantor: And then, as a bonus, the people at the event brought us coffee. They brought us lunch. They had a professional photographer take a picture of us interviewing each and every one of the guests. So, they did a lot of the legwork for us, and we executed the interviewing. And then, we produced and distributed the content. And then, it’s being released and has been released through our website and through all the third party platforms.

Lee Kantor: And then, we’ve gotten so much positive feedback through LinkedIn, where we share a lot of our work, that’s our main social channel. And these people are just so appreciative. They’re sharing it with their network. And it’s just one of these things where, because we are the media and we are seen as a force for good in the local market that we serve, we get invited to these type of events in front of these type people, where we can demonstrate our mission and purpose which is telling the stories of business in the communities we serve.

Jason Burchard with RootNote

September 20, 2024 by angishields

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JasonBurchardJason Burchard is a co-founder at RootNote where they’re using data to help digital creators build better businesses.

Prior to jumping into the complex world of creator data, he co-founded one of the first equity-based investment firms that invests directly into creators, worked at a seed stage social impact venture capital firm in London, and consulted as a senior consultant at a Texas-based consultancy.

Jason holds a BSc in Civil Engineering from the University of Texas at Austin and MSc in Management from the London School of Economics and Political Science.

Connect with Jason on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Nashville, Tennessee. It’s time for Nashville Business Radio. Now, here’s your host.

Stone Payton: Welcome to another exciting and informative edition of Nashville Business Radio. Stone Payton here with you this afternoon. You guys are in for a real treat. Please join me in welcoming back to the Business RadioX microphone with RootNote, Mr. Jason Burchard. How are you, man?

Jason Burchard: Stone, it’s great to great to talk to you. I’m doing well. Thank you. And thanks for having me back again. I know it’s been a minute since we last caught up.

Stone Payton: We have really been looking forward to this conversation. I was on the phone with my business partner earlier today, and I said, I’m going to get to visit with Jason, so I can’t wait to give him the full report on it. Jason, I got a ton of questions. I know we’re not going to get to them all, but I think a great place to start would be if you could kind of paint a picture for me in our listeners, mission, purpose. What is it that you and your team over there at RootNote are, are really out there trying to do for folks, man?

Jason Burchard: Yeah, I think at the broadest scale possible, we’re we’re aiming to make really analytics accessible to everyone. Um, we like to say that we’re building the consumer layer of analytics, really with the meaning that the world is digital now. Anyone can go out and build a global brand around, you know, content and commerce, and they’re relying on a lot of a lot of different platforms and products to do that. And they’re creating a ton of data, and they need to be able to use this information. But what we found over the years and working with a lot of creators is that this information really wasn’t made, uh, readily accessible or useful to kind of the demographic that are building these brands. So we really want to just simplify the process of business analytics. And, um, really for, for kind of, you know, the hundreds of millions of individuals that are out there building their brands online. And so, you know, that’s kind of the broad vision. And what that boils down to right now is we’ve effectively we’re building kind of what we call the future of business analytics for the sports media and entertainment space right now. And we’re going to end up kind of expanding beyond that. But, you know, right now we’re working with colleges, professional teams, talent agency brands to basically consolidate all of the data that they’re generating across all of their kind of we call it like owned and operated media or owned and operated content. And then also all of the, the, the content across the talent that they work with, whether those are athletes, collegiate or pro, um, creators, YouTubers, podcasters, and really help them use that information to go out and, you know, build better businesses and then also sell, um, as you know, the world kind of runs on data today, and a lot of people need access to that information. And it’s not always easy to get. So we’re, uh, we’re we’re working to reduce friction wherever we can when it comes to helping digital content creators and creative teams data.

Stone Payton: Well, you’re certainly singing my song, man. You know, I’m a part owner of a fairly successful media company. I gotta believe there’s a ton of data that we’re not even realizing we have available to us. We certainly are not knowing how to capitalize on it. Uh, good work if you can get it. It sounds like a very noble pursuit. What is the backstory, man? How in the world did you find yourself doing this kind of work for for these folks?

Jason Burchard: Yeah. Well, I’d say, um, by complete accident. Uh, so the first company we launched was effectively a venture fund where we were making direct investments into digital content creators. So, you know, the goal was to invest in a MrBeast before he was MrBeast and, you know, launched, uh, MrBeast burger and Feastables and this kind of whole kind of line of different chains. And, um, we just we weren’t working specifically with MrBeast to put that out there, but I like to use him as an example of what you can do once you’ve kind of built your your audience. Right, and you can start kind of building your own brand and productize and creating a lot of different lines And really, you know, we live in a world, as I mentioned, where anybody can do that. And so our initial business was effectively funding these individuals that were building these global brands around content. And what we learned very quickly was that data was just this massive hurdle to overcome. You know, we were working alongside the creators and their agents and managers and publishers and labels and kind of all of these different parties and realize just how complex this world was. Everybody needed access to the information. Nobody had that kind of full picture. And we actually realized that we couldn’t actually scale a financial product or an investment model without getting out there and kind of solving that data problem first. So that’s when we started exploring, you know, the first thing that you do when you’re you’re trying to solve a problem is you see if there’s something out there that does it for you.

Jason Burchard: You know, building a platform is certainly not the easiest solution. If there was something else out there to do it for us, we probably would have just done that. But, um, we realized that there wasn’t. And we also saw concurrently that there’s massive generation and demographic of people who are, you know, building their brands around content. They were launching podcasts as well now and radio shows and really kind of using it as a way to reach new audiences. And, you know, we saw that all kind of emerge during the pandemic. And really it hasn’t slowed down. So super excited to be in the software space now, solving what we believe to be a real and a really big problem for a lot of people out there. And we’re I think we’re ultimately really excited is that while we started specifically focused on the content space, we see this whole kind of shift in the way that people are advertising, reaching audiences by, you know, creating their own content, whether you’re a startup or an SMB. So we we see a lot of opportunity. We think that, you know, the content creators are a great place to start. But ultimately, um, you know, we want to be serving anybody, whether you’re an individual or a company that’s building a brand around your content.

Stone Payton: So what are you finding the most rewarding? What’s the most fun about the work these days for you?

Jason Burchard: I mean, so we, uh, we launched a series called I’m going to plug it, and then I’m going to plug it at the end to call hashtag trending by RootNote, where basically we just take a deep dive and look at the data across different creators and influencers. And it’s really fun for me to be able to use our product to do an analysis and learn something I didn’t know. Um, because I know that if I can do that, then our customers to and it’s just really fun. Um, we have a pretty wide demographic of, of early customers. So I’m learning a lot about different spaces field. You know, with college you’ve got nil going on, which is name, image and likeness. And, you know, helping athletes monetize now that they can do that. And on the pro side, you have this whole contingency of athletes that are becoming content creators. That’s really exciting to see. And then on the agency side, I think you’ve seen a lot of really innovative, um, you know, companies emerge and they’re looking for more data. And it’s because the brands are asking for it. And we’re seeing this trend where, um, you know, brands, they used to want to go out and partner with, you know, LeBron. And they still do. But they also want to partner with, you know, micro and nano influencers. And they’re kind of changing their strategy to work with a lot of different creators. It’s really interesting because it gives us an opportunity to help. And, you know, they’re creating new new revenue opportunities for these creators. And, um, so long answer to your question, but it’s just exciting to be building in a space that’s quickly evolving and changing. Um, and to be just to be a very, very, very small part of it right now.

Stone Payton: Well, let’s dive into the work a little bit. Maybe walk us through a use case. You don’t have to share, you know, specific names or anything if you don’t want to. But maybe I’m particularly interested actually in the early stages, but just kind of walk us through. I guess that’s the right term, a use case.

Jason Burchard: Yeah, absolutely. So, um, just got off the phone earlier today. Excuse me? A zoom call with a team. As a talent agency, they represent everyone from professional athletes to college athletes to now, even, um, some athletes that are still in high school. And, you know, the challenges that they have, these really large kind of rosters of of athletes who are, who are creating content and basically going out to land brand deals or marketing deals. And it’s really, really hard for these teams to keep track of all that data. Right. You’ve got, you know, dozens to hundreds of clients. They’re building their brands. They’re on multiple platforms across TikTok and YouTube and Instagram and email lists and Shopify stores. There are these really complex brands, and they’re managing a lot of them, and they need to have data at their fingertips. Right? So whenever you’re getting ready to go out and pitch, uh Business RadioX. To sponsor, you know, maybe your athlete or to jump in and sponsor like a content series or, you know, you’re getting your Business RadioX is ready to go out and you all are getting ready to pitch your next sponsor. You’ve got to have that data to back up kind of the narrative.

Jason Burchard: And, um, what we’re finding is that, you know, these these teams are still operating in a very manual, kind of one dimensional world of, you know, spreadsheets and then taking that and creating a deck. And then once that that data is out of date and it’s almost a I’d like to say it’s irrelevant by the time you’ve made it right, you’ve got more listeners, your audience is grown. So anyways, um, we help them roll all of that, uh, information across, you know, all of their different individual athletes into a unified place of truth. And then we’ve effectively built a sales enablement that makes it really easy. For example, Business RadioX, if you want to roll up your data and you want to go talk to your next partner or city when you launch into another city or, um, you know, to tell that story with data and to tell it in a way that was built for creators and creative teams opposed to data analysts. Because the reality is that everybody needs data now, which means everybody needs to be able to use data. And we found that’s kind of our sweet spot in helping teams at this point in time.

Stone Payton: So how does the whole speaking of sales, how does the sales and marketing thing work for a firm like yours? Is the work coming to you, or do you have to get out there and shake the trees a little bit? You know, just like we do in a lot of our listeners do.

Jason Burchard: Yeah. I mean, I think, you know, it’s for for us and I think pretty much for everyone right now, it’s finding the right balance between inbound and outbound. And, you know, we certainly have some some great partners coming in through referrals. But there’s also that that outbound effort of just hitting the pavement and, you know, sending those cold emails and telling people about what you’re doing. I think, you know, one of the challenges that everybody’s facing right now is just it’s getting harder and harder to reach the inboxes of people. And I don’t know about you, but I am completely inundated with, you know, AI generated emails from everybody. And it’s, you know, it’s hard it’s hard to reach your audience. And so I think, um, you have to be super, super, uh, focused and also just compelling in what your value proposition is and even just to get that attention. So, um, to answer your question, we’re doing a combination of inbound and outbound. And you know what we love doing. And it’s obviously what you all are doing is we create a lot of content ourselves. Um, we create content that informs, you know, our target audience whenever they’re ready to buy about different issues. So we actually have what we call a content library strategy, um, where we kind of, you know, generate the traffic to our website by creating a lot of content. And then our goal is to eventually turn, you know, some of those, um, readers when they’re ready over time into customers and advocates of what we’re building.

Stone Payton: So as you were making the transition to this world and deciding to take the deep dive in this direction. Did you have the benefit of one or more mentors to kind of help you navigate the way? Or is everything so far been built on your own, your own scar tissue and.

Jason Burchard: Yeah. Well, I’d say there’s definitely even even with some just brilliant mentors, there’s always going to be, I think, a lot of scar tissue. Um, whenever you’re building a company, because, as you know, I think no company is built the same. And it’s really hard to repeat anything. Um, so everything is, is a little bit different. But yeah, we’ve relied so much on, on just mentors and advisors to help us get through, you know, challenging and difficult times. And, um, you know, I think in friends as well, you know, I think one of the biggest challenges that I have is I’m a non-technical founder, you know, meaning that I don’t I don’t code, I don’t build the product. So, um, whenever we were initially finding our first, um, co-founders on the technical front, you know, the best resource that I had was my, you know, other founder friends who were technical, who were CTOs and CEOs who could say like, yeah, you really need to talk to this person. They would be a great co-founder and a great engineer and a great builder. And so, um, yeah, I mean, there’s I can say with 100% certainty that without friends, mentors and advisors, we certainly would not be where we are today. And, um, let alone even have, I think, a product off the ground at this point.

Stone Payton: I know in our arena, being the, uh, business talk media, that there are a lot of myths may be a strong word, but misconceptions, preconceived notions, some things that are a little off the mark. The the frame of reference people have for this platform and the methodology that can be applied. Uh, you know, sometimes it’s a little off the mark. So for us, we have to do a lot of education. Are there some common patterns or myths in your world where education or some other strategy is important early in those conversations.

Jason Burchard: Yeah, I mean, absolutely. I think whenever you’re building a product that kind of, um, like looks at data in a new or novel way, um, there’s always going to be some, some education. Um, I think one of the, the myths that I hear a lot is a myth that you have to have, you know, a massive audience to be interesting or compelling to a brand or a partner. Um, I think what’s more important now than than ever before is that you can communicate that maybe you have a niche, right? Like maybe you only have 10,000 followers, but they’re incredibly engaged and passionate. And so I think those are some of the myths that we can kind of help dispel and really help highlight the, um, kind of the uniqueness of every individual creator, uh, is, you know, it’s like like we tell people, you don’t have to have a million followers to be interesting to a brand or a partner or similar. With a radio show, it’s more about you know, who those audience, who that audience is and, you know, really like what the, um, you know, finding the right partners, obviously, to reach out and connect them with your audience.

Jason Burchard: So, um, yeah. And then I mean, obviously, like, you know, as far as, like other kind of things that we have to deal with on, like the education front, like our space, as you know, is just it’s constantly changing. It’s like, um, you know, Twitter rebranded to X, and now Instagram has launched threads to compete with them. And then snap is starting to make a comeback. So there’s just a lot of questions in general about, you know, where do I have to be? What’s the platform. You know. And, you know, we’re having this conversation today and, you know, September 18th, 2024. And then the question is like, okay, well, what’s what’s the landscape going to look like in two years? Is TikTok going to even exist in the US? Um, you know, I’m not making a comment on that either way. I’m just saying there are a lot of questions because this landscape is just changing so quickly. Um, and will continue to change.

Stone Payton: What a great segue to my next question. What’s next for you guys? What are you seeing on the near and mid-term horizon?

Jason Burchard: Yeah. So for us, our priority is we’re moving from kind of our private beta phase to our public beta phase. So we’re actively out there and onboarding new customers and building our use case, and really just building product and working to make the product as good as we can. And you know, the best way to build a great product is to get great feedback. And the best way to get great feedback is to get a lot of people kind of telling you what they need. And so that’s what we’re focused on right now. And it’s been really exciting to just kind of grow. And you know, for us, you know, I keep running into to other startups kind of in like the consumer product goods space that are using influencers to get their first, you know, X dollars in sales. And so it’s just it’s really exciting to see this space continue to evolve. And as I mentioned, like to be a small part of it. So, um, yeah. And like I said, for for us, what’s next is continuing to build our, our, uh, you know, our customer base and go to market.

Stone Payton: So it sounds like you’ve got more than plenty on your plate. So I don’t know when or where or how you would find the time, but I’m going to ask anyway. Interests, passions. Pursuits. Hobbies outside the the scope of your work. Anything you have a tendency to nerd out about that’s not about this to kind of step away.

Jason Burchard: Yeah. No, it’s a great question. I’d say, um, unfortunately, I’m probably one of the, the, the more boring of, of our team members. But honestly, for, for me, you know, I like we love just getting out in nature and kind of recharging that way. Um, as I’m sure you do and can imagine, I spend most of my day, um, you know, on zoom calls or on the laptop. So, uh, for, for me, kind of, uh, the hobbies right now, I’d say are kind of getting out there and finding new, uh, new hiking trails to explore, um, with, uh, with my wife, but, um, yeah. And outside of that, you know, love traveling. Um, we try and get up and see a new place whenever we can. And the beautiful thing about having a kind of remote first company is that we do that. So.

Stone Payton: Oh, I like that phrase remote first company. Very nice. Well, I’m a little longer in the tooth than you, so I’m at a little different phase in, in my life. So I probably have a little bit more of that kind of time than, than you do. But I, I will say throughout my career, my observation was that I felt like if I gave myself I, you know, I called it white Space. Um, it stepped away periodically. One thing, a lot of times the company just did better if I’d get out of the way for a little while. But but also doing that, it really did allow me to recharge. And I feel like equipped me to serve the people I was trying to, to serve that much better. When I came back with those with those fresh batteries. I think it is important for a lot of entrepreneurs, isn’t it?

Jason Burchard: Yeah, I mean, I think it’s critical and I think everybody has their thing that kind of helps them recharge their battery. But the reality is that there are no there are no quick wins in this space. Um, you know, everything takes a while and you know what you may perceive as being a quick win that you read in the headline. There was a lot of work that went behind it. So. And it’s the same for creators, too, right? Yeah. Um, it’s you have to create a lot of content before that first post goes viral, and you really start building that audience to take off. So, uh, it’s it’s a long game. So, um, you know, you have to treat it like such. And you have I mean, it’s a lot of hard work. It doesn’t mean you can just, uh, do it for a while and hope that it’ll work. It requires the work as well. But I would certainly encourage everybody to make sure that they’re taking care of their, their mental health. Um, and they’re building a creator journey because it is a it’s a long road.

Stone Payton: Well, I really resonate with your your comments on that front. First of all, I think it’s marvelous counsel I was sharing with a young I’ll call him an aspiring entrepreneur. Just the other day and I just made it very clear to him. Yes, Business RadioX is a 20 year old overnight success story. Yeah. You know. Yeah.

Jason Burchard: Yeah.

Stone Payton: Uh, before we wrap, I’d love it if we could leave our listeners with a couple of of pro tips, whether some things to be looking about, reading, doing, not doing in, in this world that we’ve been describing or just in, in building and and scaling an organization. But let’s leave them with a little something that they can chew on and look, gang. You know, the number one pro tip, particularly if you’re at all interested and you very well should be around leveraging the data. You know, reach out to to Jason or someone on his team and start tapping into their work. But let’s give them a little something to chew on.

Jason Burchard: Okay. Um, yeah, it’s funny, and I wouldn’t say I’m a pro, but what I can definitely say is, if you’re building or creating, just keep your head down and focus on on what you’re doing. And don’t worry about the noise or the competitors. The reality is you’re going to see a lot of things that you you, you lose sleep over that really don’t matter or are inconsequential. All that matters is that you, you know, you build a great product. Talk to customers. You take their feedback and you put it back in the product and you just don’t stop. Um, that’s what I, you know, it’s like, don’t worry about the headlines or anything else that’s going on around you. Because if you do build a good product and you figure out the right distribution channels and the right partners to get it out to market. Um, you know, you’ll have something. So I’d say that’s kind of my my tip number one. Um, I’d say tip number two is, uh, don’t try and do it alone. Uh, you know, find find some great advisors or mentors if you’re trying to build a company as a solo founder. I can’t speak to that because I don’t have that experience. Everything I’ve done, I’ve always done with, with with partners. But, um, you know, it. It does take a village, and it certainly takes some co-founders, or at least some close advisors or mentors to help you get it off the ground. So I would say, um, build that network because times are going to get tough and it’s going to get hard. And the first thing that you’re going to want to do is ask somebody who has, you know, been there before you, because I guarantee you that while your situation may seem, uh unsurmountable or, uh, you know, like, maybe you may be facing it for the first time alone, um, the odds are that someone you know has probably gone through something similar, and they can probably help you out. So those would be my pro tips for anyone who’s kind of, at least in the phase of the journey that we’re in right now.

Stone Payton: Nicely said. Amen to both. All right. What’s the best way for people to learn more? Tap into your work. Let’s leave them with some coordinates.

Jason Burchard: Yeah, absolutely. Absolutely. Um, so you can find us at a ww.co.co. We’ve got a free trial going right now. So if you’re interested in what we’re building or would like to see a demo and easily schedule one online, or if you want to reach out to me directly, you can reach me at Jason at runoko. Um, if you if you mention that you heard about us on the, uh, Business RadioX podcast, we can give you an extended trial. Um, so certainly, uh, feel free to reach out. Um, also, please connect with me on LinkedIn. You’ll find me there. I’m at, uh, Jason Burchard on LinkedIn. And then lastly, if you’re interested in some of the analyzes that we’re running on, some of your favorite local sports, media and entertainment personalities, um, you can follow us at Hashtag Trending by. Net or actually go subscribe on LinkedIn to our weekly newsletter. So that was a lot, but we’re pretty easy to get Ahold of, so please don’t hesitate to reach out if you think you’d be helpful.

Stone Payton: Well, Jason, it has been an absolute delight having you on the broadcast this afternoon. Thank you for your insight, your perspective, your enthusiasm. Congratulations on the momentum. Keep up the good work. What you’re doing is having such an impact on so many and we sure appreciate you, man.

Jason Burchard: Well, we appreciate you, Stone. Thanks for giving us a platform to share more about what we’re doing.

Stone Payton: My pleasure. All right. Until next time. This is Stone Payton for our guest today, Jason Bouchard with RootNote and everyone here at the Business RadioX family saying, we’ll see you again on Nashville Business Radio.

 

Tagged With: RootNote

BRX Stories – Excited Guest

September 20, 2024 by angishields

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BRX Stories – Excited Guest

Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, tell them about the time that we went to that convention and that one guy was so excited, he, like, ran us down on the trade show carpet.

Lee Kantor: Yeah. I think it was the Hinman, a dental conference that comes every year to Atlanta. And we were walking through because I think we were doing man on the street interviews of different folks at the trade show. And, you know, periodically people recognize us because we have all the Business RadioX branding, we’re carrying all this equipment, so it’s not unusual for people to come up to us and say hey.

Lee Kantor: But this guy left his booth and started running after us. And he came up to us, and he just was so appreciative and so excited to see us, because we were the first people to ever interview him about his business. And he wanted to tell us, he wanted to update us, to let us know, “Hey, thank you so much. You probably don’t remember me, but I was on your show and I was telling you about my service. And it was the first time I’ve ever been interviewed before, and I was so nervous, but you guys made it so easy. And I got this great piece of content that helped me. And then, now, look, I have my own booth here at the Hinman.”

Lee Kantor: Which is, you know, that’s kind of a big conference in the dental industry. And that was a big feather in his cap that his business had grown to the point where he can now afford to have a booth at this show. So, it was kind of a cool moment for me to have somebody come up and just really appreciate what we do in terms of supporting and celebrating the work of somebody who was really at the beginning of his entrepreneurial journey and to see how far he progressed. It was really a cool moment for me.

Stone Payton: I got to tell you, man, the takeaway for me from that, he was probably on a 15-minute segment within a house show some Tuesday morning, and it’s just how much impact you can have on an individual, whether they ever directly do business with you or not. But that investment of time and energy and resource with our ethos, our value system, our mindset, applying our methodology, leveraging our platform, what tremendous impact we had on that one person’s life, probably within 15 minutes, and we get to do this every day.

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September 20, 2024 by angishields

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How We Can Bridge the Gap in Tech Workforce Diversity with Dr. Loretta Daniels

September 19, 2024 by angishields

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High Velocity Careers
How We Can Bridge the Gap in Tech Workforce Diversity with Dr. Loretta Daniels
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In this episode of High Velocity Careers, Stone Payton has a conversation with Dr. Loretta Daniels, a key figure at the Technology Association of Georgia (TAG) and founder of Kindle and Kendrick. Dr. Daniels shares her extensive background in communication, conflict management, and organizational leadership. The discussion highlights her career journey, the importance of diversity, equity, and inclusion (DEI) in the tech sector, and innovative workforce development initiatives. Key topics include TAG’s Bridge Builders Program, challenges for entrepreneurs, and actionable career advice, emphasizing networking, mentorship, and strategic inclusion to foster a diverse and skilled tech workforce.

Dr-Loretta-DanielsDr. Loretta Daniels, Interim Executive Director, Technology Association of Georgia’, TAG-Ed and CEO and Managing Partner at Kendall and Kendrick Consulting Group, is an expert in organizational Leadership, DEI, conflict management, and communication. As an executive leader in the corporate arena, she has served in executive leadership roles such as Chief Executive Officer, Chief Operations Officer, Vice President of Sales and Marketing, Executive Director of Sales Operations, and General Manager. In addition, she has written corporate training manuals Leading by Example and Fast Track to Excellence. As the former Executive Director of Corporate Relations of Kennesaw State University (KSU), she worked with medium and large organizations to define and deliver leadership growth certificate programs aligned with the company’s vision and objectives.

Dr. Daniels has recently created TAG Bridge Builders, a social justice and equity initiative to promote Georgia’s underrepresented tech professionals advance from mid-level positions to senior-level leadership roles, providing access to funding and customer acquisition for tech entrepreneurs.

Dr. Daniels partnered with C-level Leadership and HR to determine leadership development goals, identify training gaps, enable cultural workplace initiatives, and implement gender pay equality and equitable hiring practices. In addition, she served as the University Office of Diversity and Inclusion CoChair and Presidential Commission on Gender & Work-Life Issues. Also, she advised executive teams, including the President and Chief Diversity Officer, consulted as a subject matter expert on DEI challenges and solutions, and supported DEI’s continuous improvement efforts.

As an adjunct leadership instructor at KSU since 2002, Dr. Daniels delivered in-class and online lectures encouraging students to think strategically by applying fundamentals to real-world problems. Courses taught included Corporate Communication and Conflict Resolution, Human Communications, Public Speaking, Writing for Public Communication, and Foundations of Leadership. Additionally, she has designed a Coursera Specialty Certificate program, Advanced Leadership Skills for the 21st Century Specialization Certificate.

Dr. Daniels received a Doctor of Philosophy (Ph.D.) in Organizational Leadership from Johnson University, a Master of Science (MS) in Conflict Management, a Bachelor of Arts (BA) in Communication from Bradley University, and a Bachelor of Science (BS) in Mass Communication/Media Studies from KSU. She is a Certified Diversity Professional and the author of two books, For Women Only, Women Mean Business (J & W Publishers, 1992), and Unlock Your Success, a Comprehensive Guide for Starting a Successful Business (J & W Publishers, 2006). Dr. Daniels’ upcoming book, Organizational Leadership, published by SAGE Publications, will be available in January 2025 This textbook will offer a new and comprehensive approach to organizational leadership to address the paradigm shift in our global business community.

Connect with Dr. Daniels on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios in Atlanta, Georgia, it’s time for High Velocity Careers. Brought to you by Kennesaw State University’s Executive MBA Program, the accelerated degree program for working professionals looking to advance their career and enhance their leadership skills. For more information, go to kennesaw.edu/emba. Now, here’s your host.

Stone Payton: Welcome to another exciting and informative edition of High Velocity Careers. Stone Payton here with you this afternoon. You guys are in for a real treat, please join me in welcoming to the broadcast with Technology Association of Georgia, Dr. Loretta Daniels. How are you?

Loretta Daniels: Hi, there. Thanks for having me.

Stone Payton: Well, it is a delight to have you on the program. And we did get a chance to visit just a little bit at Fintech South 2024, so I guess I should say welcome back to the Business RadioX microphone. I got a ton of questions, Loretta, and probably won’t get to them all, but I think a good foundation for this conversation would be could you recap a little bit your general career path and how you kind of landed where you are now.

Loretta Daniels: Sure, sure. You know, I always try to start off when people ask me that question, how do you do what you do and why you decide to do it? I always say, Nike stole my motto, just do it. And so, I started off, I received a Bachelor’s in Communication, and got a Master’s in Conflict Management, and then a PhD in Organizational Leadership. While I was getting those degrees, I was working. And so, working fulltime, owning a company, and so I just kind of basically started right out of college in radio and television.

Loretta Daniels: I remember starting my first radio job as a news reporter, it was in Niles, Michigan. I was going everywhere to find a news story. And I kind of transitioned into working in the corporate environment for a while, decided to start my own business, had a pretty successful business for about ten years in the home health care industry, and then was recruited into medical device. There, I was blessed enough to move up the ladder and become a C-suite executive in the medical device industry.

Loretta Daniels: And that time I was also teaching as an adjunct professor at Kennesaw State. As soon as I finished my master’s degree, I was invited to come and teach. So, I started off teaching radio and television broadcast courses, and then I also taught public speaking and conflict management. And my last courses that I taught there were on leadership. And so, I was an adjunct professor, and then I moved on to an administrative role, where I was the Director of Strategic Initiatives at the Graduate College, University College, and then moved over to professional education.

Stone Payton: And you are within a consulting firm now. Tell us a little bit about that work. It’s Kendall and Kendrick is that right?

Loretta Daniels: Yeah, I founded Kendall and Kendrick. We have consultants that work with organizations to help them with leadership development, conflict management, issues that would affect productivity. And so, the consultants are educators as well as corporate executives.

Stone Payton: And then, since you don’t have enough on your plate, you decided to go over and help them out over at TAG, Technology Association of Georgia. Tell us about your role over there.

Loretta Daniels: Yeah, that’s my real gig there. So, with TAG, it’s awesome, I’m with the nonprofit side of TAG, the 501(c)(3). It’s called TAG Education Collaborative. And what we do there, we are really focused on helping Georgia to increase its economy by making sure that the workforce, the tech workforce is in full bloom. And what we do is, you know, when we take a look at our workforce industry, especially in technology, we look at the trends. And right now the trends are great for jobs. Over the next eight years, there’s going to be three million new tech jobs. And if you break that down, Stone, that’s about almost 400,000 jobs a year that’s going to be open. And this is between now and 2032.

Loretta Daniels: And so, there’s challenges there. So, what we do is we try to recognize those challenges and help organizations recognize it as well. There’s not going to be enough IT graduates to fill those positions. There’s just not enough people graduating from college with IT degrees to fill those positions at that pace. And so, what we encourage employers to do is to take a nontraditional approach. They’ve got to be more innovative in how they hire for tech talent pipeline.

Loretta Daniels: And so, one of the solutions that we have is a Registered Apprenticeship Program. And so, that Registered Apprenticeship Program is really geared towards let’s take people who would not typically be in a tech job, like veterans or minorities or women. They don’t have to have a degree. They don’t have to have tech experience. Some will have a degree, like some may have a marketing degree or history or English, but they’re wanting to transition into a tech career. This particular program will allow them to be hired by an employer.

Loretta Daniels: And it’s very different, Stone, from an internship program. An internship program is when someone’s in college and they go through the program, and then they’re back, going back to college, and they may or may not get hired once they graduate.

Loretta Daniels: But a Registered Tech Apprenticeship Program is you are an employee. And so, a company will hire you, allow you to go through training, like for cybersecurity software developer, those kind of tech positions. And the minute that they hire you, you go through your 13 weeks training and you are receiving full benefits. You are paid an apprenticeship wage. After one year of the on-the-job training, as soon as you’re finished with the technical training, they may or may not offer you a permanent position. If they do, you get full market rate for that position.

Loretta Daniels: And this has proven to be so successful. To give you an example, 92 percent of all representatives that are considered apprentices, they come from those categories that I just talked about, you know, the veterans, the women, the minorities. And an employer will retain these apprentices, like, at 88 percent, where you don’t see that retention rate in the industry. And 93 percent of everyone that goes through the program graduates, so we do a great job of selecting the right candidates.

Stone Payton: That is such an impressive stat. I had no idea. And I got to believe there must be so many tremendous advantages for the organization, I mean, you get to custom build your own people, don’t you?

Loretta Daniels: Yeah, yeah. They do. They get to do that because not only do they go through the tech training, but when they start the on-the-job- training, they absorb their culture, right? I mean, they get to mentor them, to coach them, so they’re bringing them in and this is why the retention rate is so high.

Stone Payton: Yeah. And you’re bringing in people with diverse perspectives and different experience bases, which we are now learning that aside from just being good mojo for the planet, that has some genuine bottom line impact on the success of the company, doesn’t it?

Loretta Daniels: It does. You know, we have to have that strategic thought. I have a certification as a diversity professional, and what I’ve learned in my experience is we have to have different people around the table. That’s what helps us to be good at what we do. That helps us to reach out to areas that we may not have reached out to before, because we need different thought. We need different thought in leadership, different thought in perspectives. That’s how it works.

Stone Payton: So, at this point in your career, what are you finding the most rewarding? What’s the most fun about it for you these days?

Loretta Daniels: You know, I love seeing people succeed. That’s just been what I’ve loved all my life. I’ve written a couple of books about how to start a business. And as you know, I’m writing the textbook now about organizational leadership. It just does my heart good to see people who work hard, who are very strategic, and have a clear pathway to meet their goals.

Stone Payton: Yeah, I did know that you had a book that you’re going to be releasing within a few months, I think. Tell us a little bit more about that one, if you would.

Loretta Daniels: Fingers crossed, it’s a college textbook. It’s for undergraduate, graduate students as well. And it focuses on organizational leadership, taking an approach of how leaders lead in different areas, exploring how leaders led in the past and how they lead today, because there’s been a paradigm shift in leadership, and how to incorporate organizational leadership throughout the entire organization, not just at the head. And so, that’s what it’s about and, hopefully, we’ll be able to get it out on time in January.

Stone Payton: Oh, fantastic. Well, some of our listeners are aspiring authors. You’re now on book number three. Tell us a little bit about that experience. Did some of the chapters come together easier than others or did it fall into place pretty easily for you? What was it like?

Loretta Daniels: You know, writing a book is never easy, especially when you work fulltime and do everything else. My first book I wrote while I was living in France. I was thinking about writing a book, and I had the time because I didn’t really speak the language and couldn’t work there. And so, I spent my time thinking, as a woman having a small business, how do I help other women? So, I created a step by step kind of process book and included those challenges that women have when they’re starting businesses back then, and I’m dating myself.

Loretta Daniels: Women, when they started their business, they thought they had to kind of mimic men. They wore suits and ties even. They didn’t exercise that natural thing that women have, like empathy. And so, the book really does talk about here’s what you need to start a business, operate a business, but here’s what makes you unique. So, that process wasn’t that difficult for me. I enjoyed it.

Stone Payton: So, I want to go back to this diversity, equity, inclusion, if I’m using the the right words. Tell me more, I mean, I’m operating under the impression here’s my uneducated observation from the outside looking in a little bit. It seems to me like we’re making some great strides in that direction, but it’s not like we’ve totally cracked the code and got everybody on board just yet, do we?

Loretta Daniels: Right, yeah. You’re right. And it should be a given. It should be the fact that diversity should be welcomed. That D is that diversity, right? It should be welcomed. Because as I said, diversity will help you as a business to increase your profits. It gives you different strategies. That equity part is just simply wanting to make sure the pie is there for everyone who needs to be a part of that. And you need to be inclusive because the work environment is not the way it used to be. Individuals are graduating now and they want to work next to someone who doesn’t look like them. They want to integrate.

Loretta Daniels: And so, it’s really important that we don’t politicize DEI, but we see it as a strategy. Because I call it in my organizational leadership textbook as strategic inclusion, because that’s what it is. It should be just very strategic that you understand you need to have diversity with your employees and you need to be inclusive.

Stone Payton: And I agree, and of course, I would follow your counsel anyway to not politicize it. I wonder if one of the challenges is – well, you know what? Let’s talk about me. It’s my show. I’m a reasonably comfortable, reasonably successful middle-aged white guy, and so I would not intentionally not do a good job. And I recognize, and I’m seeing the data, too, from sources, just how powerful it is for the business.

Stone Payton: But I know one of my shortcomings or where I’m a little short on the skills, I mean, I’ll just admit it, I have had a tendency over the years to kind of hire in my own image. And I don’t think it was like blatant prejudice against a certain constituency. It’s just, I don’t know, I guess we just kind of like people that talk and think and look like us. Is that part of the challenge, like this unintentional bias or not having – I don’t know.

Loretta Daniels: You’re exactly right, it’s an unconscious bias, unintentional bias, and it’s social bias. We all face that. And so, it’s really important that companies recognize that with their hiring process. To give you an example, with TAG, we’ve created a succession planning. Only 25 percent of companies in the United States have a succession plan, which means that we’re ready to promote individuals into senior level roles.

Loretta Daniels: And so, what most succession plans have is it is just full of bias. And so, that bias is when you’re looking to hire and promote someone in a leadership role, you typically promote someone that looks like you. And so, you see a lot of companies, they’ll have a lot of diverse individuals on the entry level, they’ll have some diversity on mid level. But when you get to the senior level, if you look on most websites, you see a lot of white men and some white women in sprinkled minorities here and there. And so, that means that they don’t have a very unbiased strategic kind of succession plan.

Loretta Daniels: And so, our plan removes that social bias capital. It removes that bias so that companies now really are putting the right people in that succession plan. Because stats will show you that individuals will stay with the company if they know they can be advanced. And so, we created this plan. A couple of companies have already started implementing it. And that means that now you have more candidates in the pipeline, more diverse thought, and it’s truly removing the social capital and bias.

Stone Payton: So, in your work there’s the messaging, there’s the communication, there’s the speaking, the writing, but I’m getting the idea that you have some some discipline, some rigor, some structure, some methodology around this to bring to companies large and small.

Loretta Daniels: Yes, you have to. You have to use the data. You have to be able to understand. My experience has given me a unique perspective. As an entrepreneur, I know that we have to struggle and wear all these hats. But as a C-suite executive, I know how important it is to look at that profit margin and to see who’s coming up next, and to make sure those goals are there.

Loretta Daniels: And, again, education. I taught the student to be able to go in and to look for a job and how to get promoted. So, I take that comprehensive approach when I work with TAG to build out these professional development and leadership development programs, and help to manage them to make sure that the workforce is truly meeting their goals.

Stone Payton: So, as you were describing your career path earlier in the conversation, you definitely have what the kids call street cred, Loretta. You’ve been there. I don’t know when or where or how you would find the time, but interests, hobbies, pursuits outside the scope of your work, anything you have a tendency to nerd out about or like to do outside this? A lot of our listeners know that I like to hunt, fish, and travel. Anything you do to kind of recharge the batteries and step away periodically.

Loretta Daniels: Yeah. You know what? I love just spending time with family. I have a deck that I’ve kind of built that my husband and I love going out to. We got a little television out there, sofa. I just love chilling out there sometimes. And I like to travel. You know, I’ve lived internationally. I’ve lived abroad. I like to travel. I love to just spend some time chilling on the deck.

Stone Payton: My late father-in-law, he said it before I got a chance to live it. But he always said that travel really broadened you and you gain those additional perspectives. And getting to know you a little bit, I’m sure the travel that you’ve done has influenced your work as well and that appreciation for different perspectives and capitalizing on the value of people who can see things through a different lens.

Loretta Daniels: It really has. When I was writing the book, that first book in France, I realized in doing my research, in America, it doesn’t take very much for us to start a business, but it’s not the same in other countries. Other countries, you have to go through so many licenses and you have to have so much money to get started. I mean, I started my first one with $500. So, it’s just not the same. We don’t realize until we travel or do research about how good we have it when it comes to being able to start businesses here in America.

Stone Payton: I mentioned earlier in the conversation, I shared with our listeners that we saw each other at Fintech South 2024. How did that event go for you? Did you feel like it was worth your time and effort to be there and hang out with folks?

Loretta Daniels: It was so successful. You know, TAG does a great job connecting people, bringing in industry together to learn and to connect. So, yes, it was a great opportunity.

Stone Payton: Before we wrap, I’m going to ask you maybe to share a couple of ideas on just general career advice and all that, but I want to get a little more tactical and specific with regard to TAG. I mean, we have this jewel right here in our backyard in the Metro Atlanta area. What should people know and what can and should we be doing? Small business, mid-sized business, large corporations, and the aspiring entrepreneur, what are some some of the best ways to tap into TAG, contribute, and receive the benefits?

Loretta Daniels: I’m so glad you asked. All of the above. From the corporations to get corporate memberships, when they have corporate memberships, their employees have the ability to attend the events, connect, whether you’re in sales, whether you’re in other areas, marketing, you have the ability to connect with other industry leaders. Also, as an entrepreneur, you get a chance to speak with others.

Loretta Daniels: To give you an example, our Bridge Builders Program, we have two programs that are really designed for the underserved community, those tech leaders. TAG Connect helps employers – I mean, I’m sorry – helps founders to have this Shark Tank environment and present their businesses to industry leaders, like Honeywell and UPS. They would never get this opportunity. And they have an opportunity to say, “Here, listen to my business, what I can offer you.” And to get a contract, because as a business owner, I know there’s two major challenges. There’s customer acquisition and there’s getting capital. And so, TAG Connect helps those entrepreneurs to have an access to customer acquisition.

Loretta Daniels: And our Invest Connect is a pitch competition. It gives these entrepreneurs a chance to go in and pitch to win $10,000 first prize or $5,000 second prize. But more importantly, it’s designed, Stone, where half of the audience are investors who are interested in minority and underserved tech businesses, and they have access to those individuals.

Stone Payton: What a marvelous opportunity. I know there was some type of pitch competition during Fintech South 2024. And we interviewed the leader, and the winner, and the second place. But, you know, everyone who participated in that found tremendous benefit. So, even if you don’t win first prize in something like that, you learn so much and make so many valuable connections that will serve you for a lifetime, don’t you?

Loretta Daniels: Exactly. Exactly. And we have one coming up, Invest Connect, on October 24th.

Stone Payton: Okay. And, again, just start tapping into the TAG world and there’s all kind of little paths to follow and enrich yourself and help the next person, too, while you’re there.

Loretta Daniels: Exactly. It’s that connection that we make. That pathway and connection through our societies. It’s just a great way to connect. I would encourage anyone, whether you’re a large corporation or business owner, or even just someone in the tech space and you want to connect to advance your career, getting a membership at TAG is extremely beneficial.

Stone Payton: All right. Before we wrap, let’s leave our listeners with a couple of actionable items. I call them pro tips. Just something they could begin to chew on, maybe something to read, maybe a do or a don’t. And look, guys, it sounds to me like your best pro tip out of today is join TAG if you’re not a part of it. And if you are a part of it, get more involved.

Loretta Daniels: Exactly. That’s number one. And since Kennesaw State is sponsoring this, I would say for those students who are juniors and seniors, make sure that you, in your career path, get at least three internships if you can. Look for a mentor and try to make that mentorship turn into sponsorship, that’s what you need to be able to get the best jobs out there.

Stone Payton: Fantastic. Well, Loretta, it has been an absolute delight having you on the show this afternoon. Thank you for your insight, your perspective, your enthusiasm, your wisdom. I can’t wait for this next book to come out. We’re going to continue to follow your story and TAG, you guys are doing such important work and we sure appreciate you.

Loretta Daniels: Thank you so much. Thanks so much for having me on. Appreciate you allowing me to share this opportunity with everybody else.

Stone Payton: My pleasure. All right. Until next time. This is Stone Payton for our guest today, Dr. Loretta Daniels with Technology Association of Georgia, and the entire Business RadioX family, saying we’ll see you again on High Velocity Careers.

 

Tagged With: TAG

From Passion to Purpose: Inspiring a New Generation of Animal Advocates

September 19, 2024 by angishields

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Women in Motion
From Passion to Purpose: Inspiring a New Generation of Animal Advocates
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In this episode of Women in Motion, host Lee Kantor is joined by Jenny Curtis, an advocate for animal welfare and conservation. Jenny shares her journey from a childhood fascination with animals to creating educational subscription boxes for children. These boxes, filled with stuffed animals, books, and activity kits, aim to teach kids about zoology and conservation. Jenny discusses the challenges of running a small business, especially supply chain issues, and emphasizes the importance of community engagement. Her company donates 50% of profits to wildlife conservation, highlighting her commitment to fostering a love for animals and environmental stewardship among children.

edZOOcation-logo

Jenny-CurtisJenny Curtis is a dedicated conservationist and entrepreneur, leading edZOOcation with a passion for wildlife and education.

With extensive experience in exotic animal care and education, Jenny founded edZOOcation to inspire the next generation of conservationists. She holds a B.S. in Organismal Biology and multiple associate degrees in exotic animal care, wildlife education, and animal behavior management.

Under her leadership, edZOOcation has donated over $44,000 to wildlife conservation, making a significant impact on protecting endangered species and supporting educational initiatives.

Connect wtih Jenny on LinkedIn and Facebook.

Music Provided by M PATH MUSIC

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios, it’s time for Women In Motion. Brought to you by WBEC-West. Join forces. Succeed together. Now, here’s your host.

Lee Kantor: Lee Kantor here, another episode of Women In Motion and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, WBEC-West. Without them, we couldn’t be sharing these important stories. Today on Women In Motion, we have Jenny Curtis with edZOOcation. Welcome.

Jenny Curtis: Thank you so much. I’m very excited to be here. Thank you.

Lee Kantor: I am so excited to learn what you’re up to. Tell us about edZOOcation. How are you serving folks?

Jenny Curtis: Oh, my goodness. Yeah. So, edZOOcation kind of came about just through different avenues. But my background is all exotic animals and animal welfare and animal education, in that space, and so we wanted to do like a physical product for kids where they could shift gears and learn at home. You know, kind of throwbacks to when I was younger, we had zoo books and things like that, but a little bit more, a little bit more than just a book. We wanted a whole experience, a whole 360 degree experience for the kids.

Jenny Curtis: So, we have our edZOOcation subscription boxes and they teach kids all about animals, zoology. We go into different biology, touch points, anatomy, all sorts of fun stuff. We always include some kind of STEM in there. And we have it geared for three different age groups, so we have 3 to 5, 6 to 8, and 9 to 12, so we’re really touching on their developmental point in their life and, obviously, their love for animals, that’s why they find us and that’s who we serve.

Lee Kantor: Now, can you talk about your personal journey? I would imagine most kids love animals when they’re little. You know, what kind of compelled you to stay connected with animals throughout your whole career?

Jenny Curtis: Yeah. Well, it’s not a choice, I’ll say that.

Lee Kantor: It’s not a choice.

Jenny Curtis: I had no control over it. I’ve just been obsessed since I was little. I mean, I was the one out there with caterpillars and baby birds, and anything I could find. And it just continued into my adulthood. I just didn’t lose interest in it. As kids go through tons of interests while they’re young, that was the one that, for me, just stuck. And it was evident all through even middle school, high school. I wanted to be a zookeeper. College, I went for zoology and ended up going to a vocational, you know, animal training and education college. And so, I mean, it really has been my entire life. I just never grew out of it.

Lee Kantor: But as you were going through it, you were obsessed and you were kind of nerding out on this whole kind of zoology path, were your friends, solely dropping off? They were like, “Jenny, okay, we get it. You like caterpillars.”

Jenny Curtis: Yes and no. I mean, I had a couple close friends that were definitely like, you know, we shared toads and stuff. But for the most part, yeah, I definitely got a little more sparse as I got through high school and whatnot, because definitely people do not have that same very niche interest as I did. But, you know, it’s still a positive thing. People were never mean about it or anything like that for me.

Jenny Curtis: But it definitely was really nice going to college and just seeing another group of people who were as dedicated as I was to this interest and to preserving these animals, because that was not my day-to-day experience. So, finding a group of people and learning that people really do care about this in larger groups outside of myself was huge for me.

Jenny Curtis: And that’s what I want kids to know. I want them to know that they’re not alone in this interest. They can take their love of animals and go into any field. They don’t have to go into zoology or conservation or be a zookeeper or a veterinarian. They could be conserving animals doing IT work. They can be conserving animals doing medical field work, doing public relations. I mean, the possibilities are endless with making an impact in conservation.

Lee Kantor: So, when you have the idea of we’re going to make this learning kind of three dimensional. We want to build a box where there are stuff in it that they can touch and play with and educate them. How did that kind of come about? Were you kind of modeling it after other things you’ve seen? Or was this kind of something that you were thinking about kind of from a blank slate?

Jenny Curtis: Well, so part of my college vocational training was doing wildlife education, live presentations with animals, you know, teaching kids about animals in person, holding a snake or cockroaches or whatnot. And so, after college, I actually started my own rescue and outreach, and we successfully placed and took in over 250 animals during just four years doing this. This was in Florida and, obviously, they have a much larger exotic animal problem and there are a ton of pets, so it’s, you know, improper housing and all that.

Jenny Curtis: So, we were able to take them in, either place them with appropriate zoo or facility homes or use them in our educational programs where we did the same thing. We went to schools and birthday parties and Girl Scouts and community events, and just taught kids and the public about animals in general. So, for me, turning this from a live presentation with animals into a physical presentation with toys and reading materials and curriculum that they can learn at home, it was kind of just the next step.

Jenny Curtis: And obviously for my family, it worked out a lot better than having a ton of animals around all the time. At the time we had two small kids, so it was a lot to manage, and that’s kind of one of the reasons we switched gears, my husband and I, and kind of closed the live animal portion of it down. There’s people who are doing it fantastically, and you can go to zoos and aquariums and see these animals and get that live presentation. But what we didn’t see was the at-home learning and that’s where we wanted to connect the dots.

Lee Kantor: So, walk me through, like I get the box, what is inside of the box? You mentioned stuffed animals and there’s learning. Is there ways for me to kind of explore my environment where I can look for certain things that might be around my geography?

Jenny Curtis: Yes and no. So, ours is kind of like animal of the month style. So, each month is a brand new endangered animal. Our core items are the stuffed animal, full size stuffed animal, super snuggly, a great reading buddy for kids who are struggling to learn to read. It really helps make that emotional connection for them. We do have an age appropriate book based on, again, the ages and their reading levels. We have an activity magazine, kind of going back to highlights from a couple decades back where it’s like fun games and activities. It could be scavenger hunts. It could be crafts. There’s always a recipe either from the region that the animal natively lives or something kind of fun and featuring the animal.

Jenny Curtis: We have an ecosystem poster where it’s interactive. The kids get to fill in the ecosystem with the stickers to see kind of how everything works together. The web of life that the animal lives in. We do dive into anatomy. We have a paper dissection kit where they get to do kind of crafty cuts and make a layered paper dissection kit so they can kind of see what the internal anatomy looks like. And, again, over the many months, they’re getting these comparisons and they’re getting to see the differences between some of these very different animals. And then, we also have some kind of game or craft activity for each box as well.

Jenny Curtis: So, it’s really fully hands on. People do the video side of it. We didn’t need to redo that. There’s so many great videos out there, so many great educational channels and content producers that, for us, we needed the physical, in-person products. That was kind of, again, the missing piece for they can see the animals live at a zoo. They can watch the animals on Netflix. And then, now, they can read about them, they can cuddle them, and they can learn more about every other aspect of their life.

Lee Kantor: So then, there isn’t a component where there is community building where you’re trying to, you know, tune in to this live stream of Jenny doing something with an animal where all the members —

Jenny Curtis: Right. We don’t have a live animal component anymore. We’d love to bring that back. Just right now with where we’re at, we call ourselves the startup within a startup. We only started the subscription model a couple years back. And before that, we were mainly stuffed animals and just general animal products. So, we’re still gearing all of that up. We do have digital books and things like that. And we’d love to introduce a live animal component again, probably like a zookeeper Q&A type of thing or just a live animal program in that sense, but we don’t have that quite yet.

Lee Kantor: So, you’re physically building these boxes, like, is that part of the challenge of a business like this that you have to take all the components? Or is that something you’ve outsourced to another group that is handling kind of the building and the distribution of the boxes?

Jenny Curtis: No. We’re really small. We do all of it in-house. I mean, we don’t manufacture the products directly. But everything else, we do in-house. We source the products. We work with the manufacturers. We have them shipped in. We build the physical boxes here at our warehouse in Southern California. We ideate the entire curation of the box from start to finish. Everything is completely handmade and curated, again, for these different ages and, basically, different learning methods for each of the ages.

Lee Kantor: Yeah. I mean, this sounds like a pretty big challenge just from a supply chain standpoint because all those disparate objects have to get to you at the right time.

Jenny Curtis: That has been such a learning curve. As we’ve moved from single item orders to, I mean, our boxes, you know, they contain 12 to 15 components each and at three different ages, and then we change them out every month, so it is a lot to manage and coordinate. We have delays just like every other small company. And we just had an entire shipment go missing due to the Microsoft outages, so it’s somewhere in the U.S. We don’t know where it is. So, all of our boxes this month are going out in plain craft boxes. So, we have our challenges for sure.

Jenny Curtis: And just coming into business with a passion compared to coming into business with a business background, there has been the largest learning curve. I’m so grateful that we are still here, still standing and making a positive influence because it has just been a whirlwind of mistakes. And looking at it again, how can we improve this? Who can we bring on to help us make this better so we don’t make this mistake again? It’s just been an amazing experience learning how to work with so many different, amazing people, and bringing the right people on to help us out, because I don’t come from a business background. I come from a zoology background.

Lee Kantor: Right. That’s why when you were telling me that and then you were listing how many items were in there, in my head, I’m like, that is not for the faint of heart there, because that is a lot of disparate things that have their own timeline to arrive in a box that’s supposed to go out the first of the month.

Jenny Curtis: It’s definitely been a challenge. Supply chain has been interesting ever since COVID. I mean, COVID shut things down for a bit and then it was so expensive to get things back on track. And, now, it’s just getting everything on time and hopefully not losing things along the way.

Lee Kantor: And then, this business, there’s a cause behind it, right? You’re donating a lot of the proceeds.

Jenny Curtis: We do. We donate 50 percent of profits back to wildlife conservation. So, each month, we either partner with or donate to a wildlife conservation that’s related to the animal of the month. So, for instance, this month it was sea otter. We already sold out. So, those boxes are completely sold out. And our paired conservation partner is the Marine Conservation Institute, working to protect sea otter habitat. And what we found is that’s, first of all, a great impact we can make in donating financially to them. Every company needs money. Every nonprofit needs money. But not just that, we are sharing their story. We’re creating more awareness for them.

Jenny Curtis: And what I’ve found when I was working at Moorpark College as a professor teaching the conservation course, one of the big problems that conservations are having is they are having financial troubles, but there’s also a lot of awareness troubles. They’re not set up for, you know, social media and public relations in that way necessarily. So, anything we can do to get eyeballs on them is going to help them in the long run.

Jenny Curtis: Not to mention that our shoppers are also like micro donors to them as well. So, it’s a wonderful win-win. We’re helping the conservation out, we’re saving animals, and we’re teaching kids about empathy and animals at an early age and, hopefully, into their hopeful career desire of working with animals.

Lee Kantor: Now, you mentioned some partners that are obviously conservation partners, are you also partnering with schools and elementary schools and folks that are kind of dealing with young children?

Jenny Curtis: Yeah. So, that’s an area that we definitely have opportunity for growth in. Right now, what we’ve done so far is we’ve done a lot of charter schools and homeschool organizations, that type of thing. But we haven’t really broken into the public school zone yet, and that’s just, again, due to our small team. We’re working on getting there every day, but at this point we’re only about four or five employees. And we just brought on a new operations manager, an integrator, actually, and we’re very excited because she’s going to be able to help us scale the way that we know we need to go. And schools and PTAs, and organizations like that are just definitely the next step for us.

Lee Kantor: So, when you take this leap into this world and then you start building the boxes and you start sending them out, when did you kind of have that moment where you’re like, “You know what? I think we’re on to something. I think this is something that’s going to eventually turn into the thing we want it to.”

Jenny Curtis: It’s funny because it’s always been the thing. It was just figuring out how to get it out, how to produce it and get it to the masses. I knew this is what I wanted to do and where I wanted to go with it. It was just logistically a nightmare to try to switch gears. I mean, we started out selling on Amazon, and then getting some bundle ideas from what people were buying together on Amazon. And then from there, making our own website. And then, it was just so many steps to get to where we’re at now.

Jenny Curtis: But I always knew I wanted to continue the wildlife education journey. I want to help kids who were like me, and maybe a little lost with what they love about animals, or why they love them, or what they can do with that, and take it into something that they understand they can go into a successful career with. There’s no shortage of jobs in conservation. There’s no shortage of jobs in science. And getting kids on that path is really the whole goal behind this.

Lee Kantor: So, what was the reason you decided to become part of the WBEC-West community? What were you looking to get from that relationship?

Jenny Curtis: Yeah. So, we wanted to get women-owned and certified just because there’s a lot of people who say they are, but maybe they aren’t really. And we just wanted the certification to really show like, “Hey, we’ve gone through the wringer on this. We really are women-owned and women certified and completely legit.” It was important for me, especially as an advocate for conservation, because in the world of wildlife conservation, oftentimes the greatest impact that they can have on protecting the species is working with the local communities and working with the women in those communities to make that impact.

Jenny Curtis: So, I wanted to be here in solidarity and be like I’m here working as a woman-owned business to help create jobs and improve communities for all of these countries that are facing difficulties. And, obviously, it transfers into the animals having troubles and becoming endangered in one way from habitat loss or even poaching. So, to me, being women-owned certified was just really important to kind of have it come full circle and really show that we’re here doing what we say we’re doing.

Lee Kantor: So, what do you need more of? How can we be helping you?

Jenny Curtis: Subscribers are always lovely. We do have a subscription service. You can prepay, you can subscribe monthly. But another thing I just like to talk about is encourage kids to go into a science career. Encourage kids to just follow whatever interests they have. I mean, if they’re not interested in science, don’t push them in that direction. But if they are, there’s resources out there.

Jenny Curtis: When I was in high school, I remember going to the career center, you know, the career room and being like, I want to be a zookeeper. And they had nothing for me. Absolutely nothing. So, I mean, just the more information that’s out there now, help your kids find resources for things that they’re interested in, things they might want to do continued education for, help them get involved. It’s so vital at an early age to support their path and to have them be confident and kind of ahead of the game when able in these careers.

Lee Kantor: So, if somebody wants to learn more and connect with you, what’s a website or what’s the best way to connect on socials?

Jenny Curtis: Yeah, absolutely. So, it’s just edzoocation.com and most of our socials are @edzoocation_boxes and you can find us there. We kind of are a little bit of everywhere right now. We’re on Facebook and TikTok and Instagram. You can find us on YouTube with some of our videos. And obviously our website has all of our current product offerings. But we do have a new animal every month and it’s a really fun deep dive into that animal.

Lee Kantor: And that’s E-D-Z-O-O-C-A-T-I-O-N -.com?

Jenny Curtis: That’s right.

Lee Kantor: Well, Jenny, thank you so much for sharing your story today. You’re doing such important work and we appreciate you.

Jenny Curtis: Thank you so much. We really appreciate being here. Thank you again.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Women In Motion.

 

Tagged With: edZOOcation

Robert Wilson with Culture Shift Team

September 19, 2024 by angishields

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Nashville Business Radio
Robert Wilson with Culture Shift Team
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Robert-WilsonCulture Shift Team founding partner, Robert Lawrence Wilson, leads CST’s Diversity, Inclusion and Equity division. With more than 15 years of experience in diversity management, multicultural marketing, customer experience strategy, and leadership development, Robert develops comprehensive strategy and training for corporations, non-profit organizations, higher education, and government agencies. In addition to overall inclusion strategy,

Robert served in executive roles at Nissan North America, including Nissan’s director of Customer Experience and Nissan’s first director of Diversity and Inclusion where he developed and led Nissan’s diversity practice, spanning Nissan’s operations in North and South America, as well as a multicultural marketing strategy.

Robert has served on the leadership boards of non-profit organizations promoting greater access to quality education for our nation’s most at-risk student populations. Robert is the co-founder and executive director of the Tennessee Diversity Consortium and serves as an adjunct professor in Vanderbilt University’s graduate program. Robert holds a bachelor’s degree in mechanical engineering from the University of Michigan and a master’s degree in business administration from Duke University.

Follow Culture Shift Team on LinkedIn, Facebook and Instagram.

What You’ll Learn in This Episode

  • The story behind Culture Shift Team
  • The role Culture Shift Team is playing within the Nashville community
  • How the recent attacks on diversity and inclusion work impacted Culture Shift Team’s work

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Nashville, Tennessee. It’s time for Nashville Business Radio. Now, here’s your host.

Stone Payton: Welcome to another exciting and informative edition of Nashville Business Radio. Stone Payton here with you this afternoon. This is going to be a good one. Guys, please join me in welcoming to the broadcast with Culture Shift Team. Mr. Robert Wilson. How are you, man?

Robert Wilson: I’m doing well, Stone, and thank you so much for having me and thinking about us and, uh, looking forward to a conversation.

Stone Payton: Well, it is a delight to have you on the broadcast. I got a ton of questions, Robert. I’m sure we won’t get to them all, but I do think a great place to start would be if you could paint a little bit of a picture for me and our listeners, mission, purpose. What is it that you and your team are, are really out there trying to do for folks, man?

Robert Wilson: Yeah. So Culture Shift Team. Um, we’ve kind of got a two pronged approach to how we support organizations, both large and small. Um, the way we like to look at it is we like to talk about our work in terms of demographic shifts. So we help organizations navigate and leverage demographic shifts that are happening, happening in the market. Um, and so that might be, um, if you are trying to reach, uh, customers, uh, consumers, maybe that you have not been able to effectively reach in the past. Um, we can help you do that across a multitude of different demographics. Um, but then we also support organizations internally, um, with, uh, demographic shifts that are happening within our workplaces. So, you know, we have a real emphasis on people and culture, um, and helping organizations build really, really productive workplaces. Given that the reality is that, um, in our workplaces today are a lot of people who have not worked together before. Um, there’s multi-generations working in the workplace as well as, um, you know, different, um, cultures and genders in some cases. And so we help organizations navigate that and produce productive workspaces. Well, I.

Stone Payton: Got to tell you, it sounds like really rewarding work. Good work, if you can get it. I got to know the backstory. How in the world did you land here? How did you find yourself doing this kind of work for these people?

Robert Wilson: You know, it’s actually a really good question. My background, actually, I’m a mechanical engineer, believe it or not, which probably really throws you off from what I just said as far as our introduction. Um, but I was. I’m a mechanical engineer. I’m from Detroit, Michigan, actually. Um, and I spent many years in corporate environments working in engineering. Um, in 2010, I was asked to lead Nissan, North America’s first diversity and inclusion initiative, and help set that up for North and South America. Um, and so that’s really was really my serious entry into the work. Um, so we were doing some fantastic work, uh, in reaching some markets, uh, and going deeper with some communities and building some trust and maybe selling, selling a few cars along the way. Um, that was really important to the, to the company. And I needed some help. And so I identified and found two local consultants, and Gillespie and Marcella Gomez, both of them leaders in the Nashville market. Um, and they ended up doing some work with us, very similar to the work we do as Culture Shift team. Now in reaching hearts and connecting with and building trust with hard to reach audiences. We had so much success doing this work at Nissan that when I departed Nissan. The three of us decided to take our work to the next level. Um, and to form Culture shift team. So they like to joke that the irony there is that, you know, that they recruited one of their clients from the from the client into the company. So I was in some ways, I kind of consider myself employee number one for that reason.

Stone Payton: What a marvelous origin story. So now that you’ve been at it a little bit, uh, for a little while, what are you finding most rewarding about the work? What’s the most fun about it for you these days?

Robert Wilson: You know what we’re about building trust, right? We’re about building trust. Um, both with, again, externally and internally. So externally, building trust is, you know, how do you get these communities that have been that haven’t felt a part, um, that maybe have been, um, not invited or maybe in some cases intentionally excluded, right? How do you build trust between that community and a brand or an organization? Um, because we work with small nonprofits, uh, in much the same way we work with large corporations now. So how do you build that trust and what does that process look like, and how do you create something that’s a sustainable relationship? Um, so that over a period of time people begin to, uh, kind of see themselves with that particular in that particular brand and really develop a connection with that brand. And then internally again, same thing. What are the triggers and what are the levers to building trust internally with your workforce? The workforce now is just so different than it was, um, when I was first starting out, um, in corporate America, for instance. And, you know, when I was starting out, um, Stone, um, you know, as an employee, you just kind of you came in there and whatever was going on on the outside, you just kept that to yourself.

Robert Wilson: And, you know, you kind of suffered in silence and, um, you know, that relationship with your employer, it was really very surface level. Well, now there’s a recognition that people need connection, um, and that both connection with the with the brand connection with their employers, connection with their bosses and coworkers. And there’s an expectation amongst particular millennials and Gen Zs that that’s part of the work experience. And, you know, I think that’s a good thing. I think that, you know, in the old days, we used to have our bowling teams, if you remember, you know, I was on a bowling team or, you know, if you were in the military, you’re part of a veterans organization that you’re really active in, and people were involved in their church. We’ve seen less connection, you know, in this in the last generation. And so there’s an expectation that work provide that connection for people. And the best part is we’re seeing really good statistical evidence that that also leads to more productivity in the workplace and that, you know, organizations are better able to fulfill their missions. When people really feel connected to the work and to the people that they work with.

Stone Payton: So I have an observation and I don’t have a conclusion, and I’m glad I’m getting a chance to have this conversation with you. One part of the observation is I see a great deal more activity and some really positive outcomes from individuals and associations and corporations and small and medium sized businesses, like leaning into this whole idea of diversity, equity and inclusion. And then but parallel to that, and maybe it’s because, you know, I’m a reasonably well-off, middle aged white guy. Maybe people are willing to say this, but I’ll occasionally hear what I would characterize as a little bit of backlash or like, you know, the whole idea gets a little bit under attack. Are you seeing that and what impact, if any, is that having on on your work?

Robert Wilson: It’s a great question. Great question. I’ll start by saying that all of us contribute to creating a diverse workplace. Um, all of us have some part of ourselves, um, that, you know, maybe is not part of the norm or maybe not part of the majority. You might have you might be neurodiverse, right? You might have your own mental health struggles. Um, you might be from a generation that is not highly represented in your workplace. Um, you might have come from a background where you didn’t have a lot, grew up with a lot of wealth, um, and a lot of opportunities. So from a socioeconomic level, you might be different, um, or have had some challenges that other people that you work with haven’t had. And so when we talk about diversity, specifically in the workplace, we really are inclusive of everyone. Um, because all of us have a story and we want to recognize those stories and understand that you collect all those stories, they give you a lot of insight to the customers that you’re trying to reach. Yeah. So I always like to start there with respect to the backlash. Yeah. You know, I think that those of us who do this work maybe haven’t done a good enough job in explaining what the work is, um, and that really we’re trying to create connection within the workplace so that people have what we call psychological safety to be themselves. Um, and as a result of being yourself to share insights that you bring to the table, because as we know, our employees represent the people we’re going to sell to the people that we’re doing business with.

Robert Wilson: Right. And so how do we get employees to feel better about that and to do that? And how do we create these psychologically safe environments that allow us to connect with customers and grow our mission or grow our our market, our market penetration? Um, and so we haven’t done a good enough job in explaining that. And yes, there’s been some backlash, I think, as a result. But, you know, the, the the interesting thing is there are some there have been some maybe some big name brands that have come out and said that they are retreating or they’re stepping back from their work in this space. But overall, when you actually look at the data, what we see is that a lot of companies are going deeper, um, in the work, um, that a lot of companies, um, understand how their work in the inclusion space is driving the business and preparing them for the demographics of tomorrow. Um, and perhaps those companies, some of these companies are not as visible or vocal as maybe they were in 2020 when, for instance, when when the horrible tragedy with George Floyd occurred. Um, but we do see when you look at the data and you kind of peel back a little bit, the reality is that the companies are going deeper, not less. Um, even though there have been some high profile companies that, for whatever reasons, have decided to to step back a little bit.

Stone Payton: So speaking of data, I mean, to me, your work strikes me as something that would be personally fulfilling your your you’re making a dent in the universe. You’re you’re serving your fellow person. You’re involving people. So all that good, you know, fuzzy warm stuff. But there is quite a bit of data, as I understand it, that suggests that a diverse, um, working environment and having people with different perspectives and backgrounds, there’s some real bottom line benefit to that. I mean, it’s it’s good business, isn’t it? Yeah.

Robert Wilson: I, you know, it’s it’s almost to the point now where, you know, that isn’t even contested amongst corporations. Now, um, there’s been studies done by big organizations like McKinsey. Um, has studied this for, I think, well over a decade. And there have been some other really high profile studies that have shown that, you know, organizations that have diversity, that are leveraging their diversity are more profitable, um, organizations that have diverse board of directors are. They see a significant impact to their positive impact to their shareholder price over and over again. We see data points that suggest that that this has a significant impact to business, which is why so many organizations are not backtracking from the work, even though there’s some external pressure, um, to rethink how the work is done and what it means. Um, and that’s okay. It’s okay to say, you know, how are we how are we executing our work in this inclusion space, both internally and externally? That’s that’s a good conversation to have. But I think we’ve reached the point, at least from a business perspective, where questions around, you know, should we be even doing this work? Well, I think we’re past that at this point. Um, and I think it’s just a matter of I think, you know, as we talk more about what this means outside of the, of the office, um, that, you know, making sure that we articulate to everybody else the huge benefit that we see from from doing this work?

Stone Payton: Well, I’m glad to hear you say that. And as I think through it, it just makes all the sense in the world what my daddy would call walking around sense, you know, and you know, if everybody at the table is looking through the exact same lens, you just don’t get the richness of experience and depth and access to markets and all those things that that you do with a truly diverse workforce. I know personally and I have several, Robert, but one of my failings, particularly early in my career in building this organization, the Business RadioX network, I had a tendency to hire in my own image, and not so much along racial or gender lines, that that really never was much of a hill for me, but someone who who saw the world a lot like I did, or kind of had my language patterned or had my sales style. And man, we have been so much more productive since we’ve intentionally tried to get different types of folks to the table.

Robert Wilson: Yeah. You know, it’s interesting because, uh, humans are attracted to people most like ourselves. Yeah. Um, when I, you know, do different education sessions on this topic, one of the things I talk about is that a lot of our challenges around inclusion are head related and that heart related, which simply means that as humans, again, we’re attracted to people most like ourselves. We have these, um, uh, self protection mechanisms, right, that create opportunities for things like bias, which you were just describing. Um, and so the hope is that awareness of these things and some presentation of tools to be able to overcome them, um, will lead us, you know, advance us as organizations, as people, and really create more inclusive leaders, which is, I think, what we want. I can tell you I can tell you two Stone as an engineer, the worst thing you can have is a bunch of engineers who went to the same school, got studied, studied under the same professors. We’re all trying to solve problems the same way. Right. Because you know, when you’re going to come up against a problem that maybe you didn’t see. And if everybody’s looking at the same way, you can cause yourself a lot of trouble. I mean, that can become very dangerous as an engineer. So I get what you’re saying, and I’ve lived it and know that, you know, this is really a basic tenet of problem solving.

Stone Payton: So let’s dive into the work a little bit. I don’t know, maybe even walk through a use case. You don’t have to name any names if you don’t want to, but I’d love to get a picture of what the work looks like. I’m particularly interested in the in the early stages. I guess you’d call it like an engagement cycle, like what happens early on, but walk us through a use case or an example of the interaction you have. You mentioned education, but yeah, talk that through a little bit.

Robert Wilson: You know what I’ll. The example I’ll give you is something that some really great hard work that our organization has been doing now and with a lot of depth since 2020. Um, and so we, uh, have been working with a number of major hospital research organizations around the country. Um, after Covid, a lot of people started to understand that, you know, maybe our research samples, um, within the within the research industry, were not very diverse. So, in other words, when we were doing research and we were doing, um, you know, looking at the, the efficacy of different drugs and different research methods, um, to treat different types of illnesses. Um, the population that we’re pulling from was not representative of US population. In some cases, it was a representative of the population that would tend to get sick or tend to have this particular illness. Um, and so what we’ve been doing, um, for a number of different groups over the last five years is helping to recruit people to participate in different research studies. And we’ve got a method, a methodology of doing that where we build trust between that, organization and the community. We rely on trusted people that have some influence within that community. Um, preparing them and giving them information that they can use to share the information about different clinical trials that we’re participating in. Um, and we do it with an understanding that there are communities out there, um, across racial lines, across socio economic lines, that are really hesitant and don’t have trust with some of these institutions. And so how do you build that relationship so that these folks can participate in some of these trials? Um, and, and do so in a way that allows these research institutions to make better decisions about drugs, about treatments, um, that save lives. And so that’s something that we’re really, really proud of coming out of Covid that we’re a part of. And, um, looking to grow and expand, um, because it’s making a big difference out there in the world with respect to health care.

Stone Payton: So how does the whole sales and marketing thing work for a firm like yours? Like, how do you get the the new businesses? Is it mostly referral, or do you find yourself out there shaking the trees a little bit and having to meet the market?

Robert Wilson: We meet the market. You know, we go out, we, you know, go. We try to get ourselves in rooms, um, where there are people, um, who are decision makers, um, who can, who we can tell our story to and who we can hear more about what they’re challenged with. Um, and so we, we try to kind of kind of marry those two things up. What are some of your challenges that you’re facing, and how could some of our tools and some of our solutions help you solve those issues? Um, we’re very data focused, which I will I’m happy to say. I’m very proud to say even though I’m an engineer and my, my, our other two founders are not. They really, really drive the data emphasis, believe it or not, like sometimes for me, I’m like, oh, you know, maybe this one. I think I can kind of use my a little bit of intuition for like nope, nope nope nope. We got to get to collect the data. Um, and so we like to do that so that we are making informed decisions, um, and helping that client make informed decisions about policy, um, about strategy. Uh, and so we go out and we, we ask those questions of stakeholders so that, um, we’re able to make really good decisions, come up with really good solutions.

Stone Payton: You mentioned a little earlier in the conversation that you are serving people nationally. I don’t know, maybe even internationally. And you’re there in Nashville. Have you have you gotten, um, really close to the Nashville community? What can you tell us about about Nashville?

Robert Wilson: Yeah, absolutely. Nashville is just a fascinating place with a great story. Um, of course, people know Nashville from, um, music and country music in particular. Um, but also Nashville is also one of the health care capitals, um, within the United States. I did not realize that. Yeah, yeah. So that’s a big industry here as well. And there’s a lot of it has become a lot of automotive and manufacturing, which actually brought me to Nashville some years ago. Um, but it’s a growing city. It’s a diverse city. Um, and it’s a city I’m proud to say is is really putting in the work to figure out how you take people in Nashville’s case, because I think the last I checked, it’s like 105 new people moved to Nashville per day. So some astronomical number like that. And so you’re taking people who come from very different places, um, both immigrants from outside of the United States, but also people who are making a decision to settle in Nashville, um, who come from different cities and communities across the country. And so how do you take all those people and try to create a sense of belonging, um, for all these folks. And so as a result of that, it’s work that I’m happy to say Nashville is doing the work and putting in the work to to try to get better at as it relates to diversity and inclusion.

Robert Wilson: I serve as executive director and one of the founders of an organization called the Tennessee Diversity Consortium. Um, and we are a consortium of people who are in leadership positions, whether they be within the corporate space, the higher ed space K through 12 nonprofit. But people who are in leadership positions doing work, some in some capacity, around diversity, equity and inclusion. Um, and the idea there is that bring these folks together because you probably never thought about this stone, but there’s no such thing as a degree in diversity, equity, inclusion. There still isn’t. One day I hope there will be, but right now there’s not. And so we bring these folks together to help us skill up and help us be better stewards of the work. Um, for the organizations and communities that we serve. And so I’m really proud of that work, because it’s really work that hopefully is impacting that sense of belonging, that these folks coming into Nashville for the first time and trying to blend yet maintain Nashville’s culture, um, doing the work. This helps us do the work to to be able to pull that off more effectively.

Stone Payton: So I don’t know when or where you would find the time. It sounds to me like you got a lot of irons in the fire and a lot going on, but I’m going to ask anyway interests, hobbies, pursuits, passions outside the scope of your of your work. But my listeners know that I like to hunt, fish and travel. Anything you nerd out about when you’re not doing the work.

Robert Wilson: Hey look, this is my time of the year because people that know me know I’m a huge college football fan. Um, and so I’m a Michigan alumni and a Michigan fan. We’re having a tough year, but you can’t win them all, I guess. Um, but I am a bit of a college football historian, so I’m going to guess I probably know more about your team, uh, than you know about your team. Uh, you know, so it really, you know, it’s exciting time of the year. It’s really fun, um, to engage around engage around that.

Stone Payton: So what’s next for Culture Shift Team? Are you going to continue to try to scale serve more, bigger? What are you seeing on the horizon? I don’t know, maybe even as much as 3 to 5 years out.

Robert Wilson: Yeah, absolutely. So, you know, we want to um, the reality is that the US demographics are continuing to evolve, um, in particular, over the next 15 years, we’ll see even faster demographic change across generation and ethnicity, buying power, um, many different dimensions of identity. We’ll see even faster change in what we’ve seen over the last 15 years. Um, and so in that respect, we have a lot of tailwinds for our work. Uh, we’ve got some headwinds that which you’ve called out, some of the lack of understanding of what the work is, um, and some folks, you know, even in some cases trying to prevent the work from happening. Um, and so we’re leaning in. Um, we want to reach more companies, More organizations. Again, we work with nonprofits for profits. Um, and so we want to grow and continue to do the work. Um, because what we see is that there’s a big impact to the experiences that people have at work and the experiences and the relationships that people build with brands. And so, you know, we want to continue to expand. We do work, as you describe, all over the United States. Um, and so we have our tentacles in many markets outside of Nashville, even though we were started here. Um, and we want to continue to make that kind of difference. It’s great to be able to to start and grow a business where you see the impact it’s having to society. Um, I think that’s something that all of us aspire to. And within Cultureshift team, we’ve got a plan and we’ve got a business model that allows us to do that.

Stone Payton: Well, congratulations on the momentum, man. I think it’s absolutely terrific. Before we wrap, I’d love to leave our listeners with a couple of actionable items. I call them Pro Tips and look, guys. The number one pro tip if you really want to start getting your arms around Dei diversity, equity and inclusion, reach out and have a conversation with Robert or somebody on the on his team. But let’s leave them with something to chew on, something to read or do or don’t. I don’t know. Just something to give them to, something for them to start noodling on.

Robert Wilson: You know, here’s one tip. You know, when it comes to inclusive leadership, because I know a lot of our listeners are business leaders and business people. Um, the tip I’ll leave you is what I always tell folks that all of us have the same capacity to commit a harm as we do to be the recipient of a harm. And so that little piece of humility, if you remember that piece of humility, it really allows you, um, to be humble, um, in this process of becoming an inclusive leader. Um, and so remember that I, I’m just as capable of committing a harm as I am of being a recipient of one. And if you want to reach out to us, you can do so by going to Cultureshift team.com. Um, and you can look at our offerings and our tools and services there. Um, we offer microlearning, uh, individual microlearning courses for people who just want to go out and, um, learn a little bit more about this topic on their own. Um, and obviously, we have the ability to scale that to organizations that are, that are large organizations as well. Um, and if you want to, um, see more and hear more about what I’m doing in this space, um, and also get access to other resources that I make available through Cultureshift team. You can follow me on LinkedIn. Um, it’s just Robert Lawrence Wilson is how you find me, um, on LinkedIn. Um, and I’m happy to engage with people and continue to have these conversations because this is where we’re going in the future. Um, and so it can be it can be a fun journey. And I want to I want to be part of helping it be helping to it become that.

Stone Payton: Well, Robert, it has been an absolute delight having you on the show this afternoon, man. Thank you for your insight, your perspective, your enthusiasm. You and your team are doing such important work and we sure appreciate you, man.

Robert Wilson: Awesome. Thanks for having us and look forward to the work that you all are doing as well.

Stone Payton: My pleasure. Alright, until next time. This is Stone Payton for our guest today, Robert Wilson with Culture Shift Team and everyone here at the Business RadioX family saying we’ll see you again on Nashville Business Radio.

 

Tagged With: Culture Shift Team

Jackson Griffeth with Cherokee Family Orthodontics and Josh Nelson with Nelson Elder Care Law

September 19, 2024 by angishields

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Cherokee Business Radio
Jackson Griffeth with Cherokee Family Orthodontics and Josh Nelson with Nelson Elder Care Law
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Brought to you by Diesel David and Main Street Warriors

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Jackson-Griffeth-bwDr. Jackson Griffeth, aka “Dr. Jackson”, with Cherokee Family Orthodontics, believes orthodontic treatment can be a life-changing experience and is intentional about keeping it fun, exciting and always positive. He recognizes the trust his patients put in him and that motivates him to provide the best possible care.

Originally from Gainesville, Georgia, Dr. Jackson was a walk-on football player at UGA, finished co-valedictorian at the Dental College of Georgia, and attended Virginia Commonwealth University for Orthodontic residency. After graduating residency in 2021, he achieved board-certification while working in private practice. Cherokee-Family-Orthodontics-logo

Dr. Jackson competed on American Ninja Warrior in 2017 and hopes to make it back for another shot. In the meantime, he’s competing for Best Dad of his three kiddos Rebecca, Bear and Maggie. He and his wife Katherine love outdoor adventures and you can often find them at Olde Rope and Blankets Creek mountain biking and running.

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Josh-Nelson-bwJosh Nelson is passionate about helping families protect their assets through effective legal, tax, and financial strategies.

In addition to his Juris Doctorate, Josh has a Master of Accounting Degree in Taxation. This education empowers him to navigate the complex integration of laws surrounding taxation, asset protection, and securing the future for the people you love.

Josh is active in the community, building relationships with people, organizations, and key businesses. He has developed strong alliances in the senior industry to provide holistic solutions to his clients. Since 2014, Nelson Elder Care Law has helped more than 5,000 families protect their loved ones.

Josh is a sought-after speaker for professionals like Certified Public Accountants, Certified Senior Advisors, real estate agents, social workers, and financial planners, in addition to civic organizations like Kiwanis and Rotary Clubs, and churches.

Follow Nelson Elder Care Law on LinkedIn and Facebook.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Stone Payton: Welcome to another exciting and informative edition of Cherokee Business Radio. Stone Payton here with you this morning. And today’s episode is brought to you in part by our Community Partner program, the Business RadioX Main Street Warriors Defending Capitalism, promoting small business, and supporting our local community. For more information, go to. Main Street warriors.org and a special note of thanks to our title sponsor for the Cherokee chapter of Main Street Warriors Diesel David, Inc. please go check them out at diesel. David. Dot com you guys are in for a real treat this morning. First up on Cherokee Business Radio, please join me in welcoming to the broadcast with Cherokee Family Orthodontics. Mr. Jackson Griffeth. How are you, man?

Jackson Griffeth: Stone I am good. I’m thrilled to be here. Thanks for having me.

Stone Payton: Well, we’re excited to have you in studio. You and I have come across each other at a couple of these networking gatherings. Anywhere. There’s free food and beer, you know, color me there. Right? That’s it. But it’s good to have you in studio. What brings you to to Cherokee? Why? Open office here, man?

Jackson Griffeth: Man, we were living a beautiful life in Asheville, North Carolina before this up in the mountains, and we thought we were going to be there forever, you know? Um, and then my wife and I really started having some, um, some direction from the Lord last year. We were knowing that we were going to start a practice somewhere. So I finished residency. I’m an orthodontist, finished residency three years ago now, and we went to Asheville, North Carolina, worked there, and I was an associate in a great practice there and really wanted to start my own practice, had a vision for how I wanted to run a practice and wanted to do that. And we really started looking around for where is that going to be? And we were paralyzed. I mean, I have a tendency for analysis paralysis. I’ll maybe get into that later. But we were paralyzed not knowing where we would do it. And then when we really started taking the pressure off of figuring out, all right, where are we going to do this startup for the rest of and B for the rest of our lives? And thought, you know, where is this next season? Where does God have us in this next season? Woodstock really started coming to come into light in so many ways.

Jackson Griffeth: There are a couple of things that really drove that one is that it was an area that we felt like, hey, this this place needs a new orthodontic practice where we’re posting up. There’s really not one, right, really close to it. And there’s all kinds of kiddos and adults around who could use help and use some treatment. It had a vibe that we really liked. We loved the connectivity of Woodstock and the just promotion of togetherness and how physically it’s connected very well. We live just down the street from our practice and from downtown, and we just love the connectivity of that. And then thirdly, my wife’s from Marietta and I’m from Gainesville, and it’s a great central spot in between where our parents still are. And we have a five, four and a two year old. Oh, my. And um, and so we wanted them to be around their grandparents. And so this is a great spot for us to be able to share them with each of them.

Stone Payton: So are we living up to our advanced press? Are you finding the business community and the community in general is embracing you guys.

Jackson Griffeth: Absolutely. It’s been robust. The networking events, as we have we have met at have been awesome. Haven’t even touched the surface there, I would say. And as we meet more and more people, everybody’s just been really supportive. So it’s been good. It’s been a wilderness year for year for us, uh, in the sense that we left and we bought this building last year and had just ever so slowly made our way to opening next month. And we’ve had so much support along the way.

Stone Payton: So where are you going to be?

Jackson Griffeth: So it is on Main Street in about a mile and a half north of downtown Woodstock. It’s on the corner of JJ blow, which is technically Brooke Boulevard, but the road that J.J. Biello Park is on and on Main Street. So just as you pass the Ace Hardware heading north from downtown, it’s the next building on the right.

Stone Payton: Oh, fantastic. I mean, my hat is off to to you, for it’s my impression that there’s a tremendous amount of forget about the heartache and the mental and all that, but just the capital investment to go into an orthodontic practice. I mean, if the bottom falls out of my business, guys, everything you see in this room, I can have in the cab of my truck and be at the house in a half hour, you know. But that must. I mean, surely these were you and your wife had to have a lot of really heart to heart conversations before investing that kind of capital and time and energy and resource. What was that like? Because you you mentioned you were already in a practice at that time, right?

Jackson Griffeth: That’s right. Wow. So it’s a it’s a very true statement. I mean, we are in we are heavily invested in Woodstock, Georgia right now. I mean, heavily and and that feels good. It feels like that’s the way it should be. Um, I’m a big believer in having skin in the game and whatever you’re doing, and we, we have even more than skin. We got. We got the whole body in the game here. Um, but it was a big move. It was a big move. We were living in Asheville when we bought this building. We we knew we wanted to be right around this pocket of Woodstock that we’re going to be located in and looked at some, some different lease options. And then this building was for sale and we thought, gosh, what a what a fun spot that would be to be able to practice out of. And so we, um, you know, we don’t we have no experience at real estate. We have no experience in anything. We bought this building in the last year. We have learned a lot about real estate and and development and and yes, we are we are investing a ton into it. And so yeah, you’re right. It’s it’s not something that we plan to just close up shop in a couple days.

Stone Payton: Well, we’re all pulling for you. We’re going to continue to follow your story. You mentioned early in the conversation running an orthodontic practice your way, the way you want to say more about that? What is your way or your vision of how you want this to be done?

Jackson Griffeth: Yeah, well, first thing I’ll touch on is just is just that ownership piece. And so being an owner of a practice, there’s so many, um, so many practices now are corporate owned and some corporations do things really well. Some don’t. And so I won’t say that’s a negative thing, but I do believe the right move for me right now was to own a practice and to build a culture in a practice. Culture is a big piece of what drew me to orthodontics. I think you can have an environment and an atmosphere that is fun and encouraging, and that starts with the team that you build. And so, um, owning that practice we were going to people often ask us, oh, who’s your partners? Who’s your are you, what company are you with? And it’s it is literally just us. And we just hired our first couple of assistants and they are going to be just an awesome beginning to the the business family. So so that’s one piece of it, that vision of creating a great employee and ownership culture. And then two, I really believe that we as orthodontists have a great opportunity to be a part of someone’s transformation. So if they come to us, sometimes it’s parents bringing their kids, and the kids don’t know what what’s going on. But a lot of times it’s adults and they’re saying, you know, I’ve always wanted to have a nice smile and and now is my chance. Or even for kids, there’s this there’s this total transformation that people go through when they are changing from a seven, eight, nine, ten, 12 year old to a 14 year old.

Jackson Griffeth: And to be a part of that is a real opportunity. And so my vision is to have a practice that uniquely encourages the the heart, not just taking care of the teeth and giving a nice smile. Our practice tagline is let your soul shine. And and I think that in orthodontics or excuse me, the smile is a is in my mind the window for the for someone’s personality or for their soul to shine through. And when you have a confident smile, it just it just shines through brighter and easier and someone feels more willing to let that shine through. And so directly speaking, we’re going to we’re going to treat them well and encourage them and just treat people like people and not just another mouth in the in the chair. And then indirectly, one thing that’s going to be unique about our practice is that we have a library of resources, an actual physical little library bookshelf in the reception room, but also a collection of resources, summer camps, um counselors, various various businesses and individuals that we’re just going to put before our patients and their families and say, hey, if you’re interested in any of these, these are just some awesome people that we believe can help change your life while you’re going through treatment. And and some of those are giving us discounts on their products things like that. But but yeah, that’s that’s I would say I’ve never heard of anybody else doing that. And that’s something that I’m really excited to, to provide.

Stone Payton: I think it’s great. Now when it comes to hiring, you have to take into account this different climate culture that you want to build. What was the hiring like? Did you I mean.

Jackson Griffeth: Yeah, we I mean, I leaned heavily into Patrick Lencioni, who’s a management consultant for learning how to to build a good culture. He’s got some great books and, and some other resources. But but here’s the thing. I, I, from the get go, established some core values in the practice and really spent an inordinate amount of time on developing these core values and, um, And what they are right now. And I know that may change as our team grows, but what they are is it’s the it’s the acronym is Shaka Little. The little Hawaiian Shaka hand symbol. But what it stands for is serve like a ninja. So we’re looking on the prowl for ways to make people’s day. It’s to have fun. So enthusiasm is a big is a big maker of a good culture. It’s to act like you own the place. And so it’s, hey, if you got an if you got a challenge or an opportunity to to make the place around you better to make somebody’s day better, that’s what we’re going to do is to keep it simple. Because I believe whenever business is done simply and techniques and procedures are done simply, it gives us more margin to look that person in the eye and treat them like a human being, instead of just being stressed about whatever procedure we’re doing. And then it’s to always improve. So just enjoy work and just always get better. So anyways, so we, my wife and I sent out a video of ourselves to various candidates who we found through various means, asking them to send us a video back.

Stone Payton: Oh, that’s an interesting idea. Yeah.

Jackson Griffeth: And so they sent us a video back answering certain questions that we asked them. And in that way, we really just found some gems. And I think some people were even interested in working for us. That wouldn’t have been otherwise if we hadn’t approached them with that creative method. And, and then from interviewed from there and, and honestly, just God’s provision in bringing some good people and good timing into our lives that we couldn’t have orchestrated. So we’re really excited about our first two team members.

Stone Payton: So how do you get new patients? Is there a sales and marketing aspect to an orthodontic practice, or is it all referral, or do you have to get out there and shake the trees like me and Josh?

Jackson Griffeth: Yeah, there’s a lot of that. Orthodontics is unique because you it’s not like a dental office where you go a patient goes to a dentist, and that may be the dentist for the rest of their life. Inherently an orthodontic process is finite. And so people want it to be as finite as it can be, you know. So you start treatment and then you’re done with treatment. And so it’s an always, um, it’s an always going, uh, need to find new patients. And so yes, traditionally that’s it used to be only by referrals. And so dentists would send patients to the orthodontist and say, hey, yeah, we, we respect Doctor Griffith down the street. You should go see him. And that’s how patients would find us. It used to be only that way. And you weren’t even allowed. It was illegal to advertise. Yeah. And so that has flipped quite a bit. Now, there are the majority of our patients find us through just direct promotion, advertising, getting our name out there. And then it depends on the community for sure. And we’ll we’ll discover what Woodstock is like in terms of dentists. A lot of dentists choose to do their own treatment in-house, like Invisalign or something like that. And, and, and don’t refer as much. And then some say, hey, you know what? We’re going to leave that to the professionals. We’re going to send everybody. And so it depends. But yes, the biggest thing I would say that we’re focusing on is relationships and being a part of community events, getting to know our dental neighbors and and then investing in our patients and asking them to bring people, more people like them to us.

Stone Payton: Sure. So I guess I didn’t think about that when I asked the questions. But dentist, those are very important relationships that you need and want to cultivate. I hadn’t thought about that. I was I was thinking in my mind, like reaching the, you know, the end user consumer with kids that are that are that age. But you do you need and want to cultivate those relationships. That’s right. With other practitioners.

Jackson Griffeth: And so that’s what we’ve started with from a, from a marketing perspective, is we’ve been going to go visit the dental offices.

Stone Payton: Yeah. And now I’ve hooked you up with Josh. So you’re you’re awareness marketing credibility authority. We’ve checked that box, baby. Boom. We’re going to. We got Josh Nelson in the studio as well, and he’s coming back to the Business RadioX microphone to share some ideas with us and get us caught up on on his work. But I’ll, uh, I’ll send you a bill.

Jackson Griffeth: Yeah. Yeah. Thanks.

Jackson Griffeth: Uh, right now, it just would be on a big pile so I wouldn’t even notice.

Jackson Griffeth: That’s right.

Stone Payton: Oh my goodness. I don’t know when you’d find the time trying to get this thing off the ground, but, uh, interests, passions, hobbies, pursuits outside the scope of your of your work. My listeners know that I like to hunt, fish and travel. Yeah. Anything you nerd out about other than other than orthodontics.

Jackson Griffeth: That’s right. Well, it’ll sound boring, but the biggest thing right now is just trying to be a good dad and a good husband. I got my little ones and. Oh, yeah, and my wife, we just had our ten year anniversary on Friday. And so investing in those relationships is, um, is very time consuming. But there’s I mean, there’s things I love doing. I love being outside. Um, it’s been seven years ago now, but I was on American Ninja Warrior in 2017. And those that style of just getting out and and, you know, finding fun things to play on it is still my jam. Um, here in Woodstock, I love to mountain bike, so I’m thankful for our blankets and rope systems. Uh, and so those are the those are the big things.

Stone Payton: You just never know, do you? American ninja warrior. How cool is that?

Jackson Griffeth: It was awesome.

Stone Payton: That is fantastic. All right, man, let’s make sure that our listeners have the coordinates where the where the shop is going to be and and when and how they can reach out to you. Whatever is appropriate and helpful for you.

Jackson Griffeth: Yeah. Thanks for giving me the opportunity to. Yeah. Spread the word. And the details are again, our location is and our name actually I’ll start with that is Cherokee Family Orthodontics. There’s a lot of Cherokee around. There’s Cherokee Dental, there’s Cherokee Orthodontics, various things. Sorry for the confusion. We go by CFO for short. So our building is located on Main Street in between Ace Hardware and Pampered Beauty Bar and Spa. It’s right across the street from the Bell Industrial Park on Main Street. You know, a lot of people have been noticing it’s been under renovation. We just painted it a dark blackish grayish color. And so that’s where it is. Our website is Cherokee Family orthodontics.com. We have Instagram CFO smile. We’re doing fun stuff on there. And we are currently scheduling patients. And so whether that be coming to me in that office over in Acworth, that in Kennesaw that I’m able to see people at now or in our building. Late October appointments can be scheduled by calling, texting and going online. And and then again, just unique factors. What we got going on right now is that we have we’re a family owned practice. We are. Absolutely, like I said, heavily invested in. You’re all in in your success as a patient. Uh, our results are going to the dentists, and the dentists are going to say, yeah, I like that work or no, I don’t like that work. I’m not going to send any more. So we’re very invested in great results and a great experience. And um, and we do a lifetime guarantee on our treatment also. Oh, wow. And so that’s something that I saw happen. People would have a kid would not recognize the value of their treatment. They’d come back six months later, never wore their retainer. Boom. And moms, faced with a mom and dad are faced with $3,000 to fix it. Um, we’ll retreat that kid for free. So, um, that’s those are our. Those are kind of our our two big things that we want everybody to to know. And the space is going to be beautiful. So excited to invite people into it.

Stone Payton: Well, they are two big things and really looking forward to seeing the space. Congratulations on the momentum man. We’re going to keep following your story.

Jackson Griffeth: Thank you. Thanks so much for for letting me spread the word. We’re very excited about it and confident it’s going to be a good, good, good service for folks.

Stone Payton: My pleasure man. Hey, how about hanging out with us while we visit with our next guest?

Jackson Griffeth: I would love to learn more about Josh.

Stone Payton: All right, next up on Cherokee Business Radio this morning, please join me in welcoming back to the Business RadioX microphone with Nelson Elder Care Law, the man himself. Josh Nelson, how have you been, man?

Josh Nelson: Absolutely amazing stuff. I appreciate you having me on. So excited to be with Jackson here. You know, we just celebrated ten years here on Town Lake. And so to see somebody that’s just getting off to a good start and sounds like he has such a good foundation. You know, funny enough, we use core values in our hiring. We use the entrepreneurial operating system. And it’s a real big impact to make sure you have the right team. So I’m really excited to see what Jackson does over here at, you know, Cherokee Family Orthodontics. But even more importantly, I got a 12 year old that just got that referral. So we’re definitely going to have to connect after this.

Stone Payton: That’s great. I’ll be there. See you there. I’m the mega connector. I’m that guy in Cherokee. No, I’m glad you guys are going to going to get together. So I’ve got new questions around trust and estate planning and all that stuff. But let’s just for, you know, anybody that the two people in Cherokee County that don’t know about you guys, just give them a little bit of an overview, mission, purpose, that kind of thing.

Josh Nelson: Yeah. The biggest thing we do at Nelson Elder Care Law is help people plan for their senior years. You know, elder law is a little bit of a misnomer. I have plenty of clients, over 97, clients over 100, and they still tell me they aren’t old. So I get that. Nobody’s ever going to be like, I’m elder. But really, where our focus is, is people traditionally 45 to 55 and up that are trying to make sure that as they go into retirement, they have all their ducks in a row. A lot of times our kids look to us as the ones that should just have everything taken care of, because we taught them so much. We want to make sure that you can kind of live out that responsibility for your children. And then unfortunately, a big part of our practice is people that haven’t prepared. You go talk to your parents or your grandparents, and you think that they got all the ducks in a row and all of a sudden they get hit by a diagnosis like Parkinson’s or Alzheimer’s or a stroke. That’s what we call crisis cases. And unfortunately, that does make up a significant part of our business. But we got ten years experience handling those things. We treat it sort of like Jackson is talking about from that holistic, expert like experience. It’s not just about coming in and getting legal paperwork. We want to make sure you have the right tools, and a lot of times the right tools is a budget, a plan, a referral to a placement agency, working with what your options are for care, knowing how the state government can help support caregivers coming into your home. Because we acknowledge that most people want to stay at home. But if you get so sick that you can’t. We’re happy to help you transition to.

Stone Payton: So this is a very right in my field of vision right now. My folks I grew up in Pensacola, Florida. Mom and dad moved up about nine months ago. They lived two minutes away, right down here off of Dupree, 82 and 84. Um, and I, you know, my brother’s coming up this weekend to hunt, but we also are going to have some conversations about things that we should be mentioning to mom and dad. You know, do we need to have that family meeting? You know. You know, is there a three ring binder in dad’s office desk drawer? Do we need to talk to somebody? And I gotta believe we’re not the only ones that have probably already put it off longer than we should have. So any counsel advice you have about how to approach the conversation? Misconceptions that because rusty and I may have some preconceived notions about what? Yeah. Lay it on us.

Josh Nelson: Yeah, absolutely. Um, that’s kind of the normal avatar, or kind of what our clients are going through. What a lot of people don’t realize is that often we’ll meet with, like you and your brother or just you, and then you kind of relay to your brother. That’s why we offer free visits with our legal team, because we understand getting mom and dad on the ball might be a very serious conversation. I would argue that instead of you just barging into that, you get some help from us to be able to say, how do we phrase that conversation? How do we structure that conversation? Because your parents are going to be somewhat a little blown away whenever, you know, we don’t want them feeling ambushed whenever all of a sudden you and your brother sit down after hunting and they’re like, hey, Mom and Dad, we need to do this, or I want to. I want to handle your bills. No dad and no mom are really going to love that kind of conversation. So how do we ease into it? How do we make sure that they know that we’re not taking any power away from them? We’re just helping them get everything structured.

Josh Nelson: So in case something does, you know, kind of come their way, you guys know where it is, you know how to step in. And so a good portion of our clients actually come from their kids stepping up whenever somebody has it. And like I said, the problem is you’ve seen somebody at work, you’ve talked to somebody at church who they thought their parents had this stuff in a row. They thought they had that three ring binder buried somewhere. And then unfortunately, something happened and we couldn’t find it. So, like, even with us, whenever we do a plan for somebody, we give everybody PDFs they can keep on their phone that are actually just as legally valid as like the formal paperwork in that binder. So say that even though your parents live two miles away, you get that call that dad was in a car accident, or he went up to North Side for some reason, rather than you having to drive over to his office and find that paperwork, you can go straight to the hospital, have it on your phone, have full authority just from that PDF.

Stone Payton: So I got to believe that there are more than a few misconceptions, preconceived notions that are just off track, that just people walk in and they don’t quite have the right frame for this. Do you run into that?

Josh Nelson: I think there’s a lot of misconceptions out there, and part of it is because the rules change state by state. So especially if you moved from like North Carolina, like Jackson did. Asheville is beautiful. I love it over there. But their rules are a lot different than they are here in Georgia. And so you get somebody that moves from a different state and they assume those rules moved with them. And Georgia can be very different. A lot of our rules are super beneficial. You just got to play by what our guidelines are. And so like just as recently as July here in Georgia, we changed a really cool thing for homeowners that allows them to be able to skip probate, which is the legal process of transferring stuff from somebody who passed away to their loved ones without a trust, without doing any kind of like, weird stuff. The big advantage of that is it lowers the cost of estate planning significantly. So a lot of people are scared to even talk about a trust because they know it’s expensive. It is. But now our legislature has this really cool thing called a transfer on death deed that allows for you to be 100% owner of your property.

Josh Nelson: And if something happens where you pass, you can designate who it goes to. So think of it sort of like a beneficiary on your IRA or a beneficiary on your bank account. Those people don’t own anything while you’re alive. But then whenever you pass now all of a sudden they own it without having to go through a court. This is really cool because what we see a lot of people do that’s really uncool. Really silly, if you think about it, is add their kids to their deed. And that’s a big mistake. Not only do you have to get them to sign off if you ever want to move or refi, but if they ever get divorced, they ever get creditors because of hospital bills. Now all of a sudden they’re a part owner in your house. And so this allows our legislature to say, hey, if something happens to you, let’s give it to your kids without having to have those complications during their life.

Stone Payton: So you’ve been at this a minute? You’ve what are you at this point in your career? What are you finding the most rewarding? What’s the most fun about the work for you these days?

Josh Nelson: Um, I think growing the team. So I think Jackson’s off to an amazing start by making sure that he’s cultivating that right away. You know, last time I was on here, we kind of spoke about, you know, I’ve been doing this for ten years now. And whenever I first started, I probably didn’t have the team right. I came from more of a logistics background. So it was kind of like, get the systems, get the processes down, and then just get people to work the systems. And what I found was we get a lot better results if we get really, really qualified people in the way that we say qualified is that they meet our core values and that they really, really care about the individual across from them. So making sure that the schedule is open enough that we don’t need to charge billable hours. Whenever you come in, you don’t get charged for the time you play a flat rate that you know up front before you even get started. And then if it takes more time, it takes more time. And we want to make sure that you’re really comfortable. We expect that this is the kind of thing that’s really only done once in your lifetime. This isn’t the kind of thing you need to come in every three years, five years, something like that. Once you get into your 50s, this stuff’s pretty much sorted. Your decisions aren’t going to change drastically. We can always adjust things and make changes, but for the majority of our families that we help, they’re going to come in, do this once. We want to make sure that it’s a relationship and not just a transaction.

Josh Nelson: And so I think just like Houston, the part I love most about my job is meeting people, learning about them, being able to solve their problems. You know, for so many attorneys, whenever somebody comes in, they kind of have this curse of knowledge. They’re saying, you know, oh, you have a problem with a nail, let me hit it with a hammer. And what we like to say is like, what are you really trying to fasten together? What are you building with that nail? How do we make sure that if something goes right in your life, you’re prepared? But also if something goes wrong, if life throws you a curve ball, how do we make sure that that’s not impacting your relationships? You know, thinking about an adult caregiver for their dad or their mom. How do we make sure that that caregiver has a reprieve or relief so that they’re still seen as a wife, a husband, a son, a daughter, and not just a caregiver? The most depressing parts of my role are whenever you get somebody that comes in and they’ve been a caregiver for their parent because we feel like we have that duty, but it becomes a burden and all of a sudden our parent or our spouse starts looking at us like the help rather than as a kid or a spouse. And really, over the years, we’ve been able to fine tune how we make sure that the money’s there, that the resources are there, and that the caregivers setting the right boundaries before it gets to that point.

Stone Payton: And you’re part of a group of professionals in this whole arena, acap adult children of aging parents, parents. And I’ve talked to some other folks like in the in the leadership of that effort, but speak to that the mission. What compelled you guys to to get involved?

Josh Nelson: Yeah. Like I said, we’re always out here trying to build relationships. And so that is definitely a non-profitable venture for us, but it feels like it fills our heart. Right? So like Jackson was saying, you know, let your soul shine. How do we make sure that at the end of the day, we’re sleeping? Amazing. We go home and we can tell our families, like true families, we did great work today. And part of that is making sure that people are equipped with the tools. Most people that are an adult caregiver, they don’t have time. And like the reason that it’s as late as it is, is because we know you got to get off work, you got to get the kids fed. You got to make sure that your parents are taken care of, and then you can run over and spend some time for us. And the coolest thing about Acap right now is it is just 100% actionable tools. So a lot of times you go to like a seminar or a speaking event and you get kind of riled up and you’re like, oh, this is going to be awesome. And then you like on your way home or thinking like, well, what did what? What am I actually going to do different? What’s what can I take from this? Um, and acap right now is just tool after tool after tool that you can go execute on. So really cool.

Stone Payton: And you guys don’t have like Margarita Mondays or Taco Tuesdays I don’t guess. But but you do have a regular gathering and it’s for people like me and Russ. Is that accurate to go and learn stuff?

Josh Nelson: Absolutely. So it’s on Thursday evenings. Um, it’s not every Thursday. It’s about every other Thursday. Sometimes it’s only once a month, depending on who’s coming in. It’s over the church kind of on where Barrett and Canton Road run into each other. And the biggest part about it is that it helps people come in, get the information and get out. We do have, you know, little food and drinks and stuff like that, but that’s not why you’re spending your time with us. You know, we don’t have the Jimmy Buffett margarita margarita machine in the back. Um, we’re just trying to make sure that you’re comfortable enough to focus, that you aren’t coming in hungry, that you’re not drowning, you know, coming dehydrated while you’re out there. Um, during the summer, that church is warm, so definitely water. But the biggest thing is making sure that people have the tools they need and that they can go execute, even with a lot of like support giver groups or caregiver groups, or especially with like cognitive impairment support groups, it turns into a good way to counsel each other. Sometimes it turns into like a complaining session if it’s not moderated, well, yeah, but even the best ones, unfortunately don’t really walk out with like, here’s the thing you can do today to get yourself four hours of caregiving for free. Here’s the thing you can do today to make sure that you’re prepared for getting the hospital bed in. If your spouse is immobile. Here’s how you actually get practical training on how to lift somebody heavier than you off the floor. Here’s how you have the conversation about you falling 11 times this week. And the fire department said they’re calling Adult Protective services if you do it again. Like, these are the things that we’re going to cover and make sure that you’re super equipped with. Nobody’s allowed to sell you anything whenever you go to these meetings. And so it’s just like a Q&A kind of being able to say, how do we get the information? You bring your problems. And we got to 12 people in there in the industry. They’ll give you solutions. It’s really cool.

Stone Payton: It seems like a marvelous resource. It really it really does. All right. Let’s talk about me for a minute. It’s my show. No, no, I’m thinking because we sort of are there. And I’m trying to get, you know, if you want to get some free coaching and consulting guys, get yourself a radio show, because that’s what I’m about to do right here. Uh, but but no, all kidding aside, just kind of walk us through, like Russ and I. One of the early steps might be to go to 1 or 2 of these meetings. Uh, have a conversation with you, just walk us through, like, if you could paint the ideal journey for me and Russ to get mom and dad and us set for the next few years, walk us through that.

Josh Nelson: Yeah. I think the biggest thing is because they’re not under care right now, because they’re not sick or diagnosed with something right now. It’s information gathering at this stage. And that’s where most people should start, because then it’s a lot easier to do any legwork you need to. It’s a lot easier to get the facts straight. And so anybody can come in. And Nelson Auto Care law, we have an office right here over off Town Lake, as well as one over off Dallas Highway in Cobb Tom. And what we’ll do is sit down with you for an hour with a member of our legal team, and make sure that you at least have the facts. We’re not trying to make any decisions for you. We’re trying to educate you well enough that you can make your own decisions. And especially for you and Russ, it probably starts with how do we talk to Mom and Dad about this? Yeah. How do I approach dad and say, you’re doing great, man, but let’s just go ahead and get something in place that it’s not a burden on. Mom, if something happened to you. That’s usually a resounding conversation for dad.

Stone Payton: What a great friend. That’s the right frame for my dad. I guarantee you it is.

Josh Nelson: Compared to going and saying, dad, I want to be able to pay your bills. Put me on your bank account. Something like that. Like he’s going to be like, heck no. Right. And so that’s really where it starts. There’s so much misinformation, especially like in Georgia. A will doesn’t even skip probate, which is very mind blowing to people, you know. Whoa. Tonight I’ll speak to over 150 people for a senior center seminar. And at that seminar, one of the questions I always love to ask is who has a will? Raise your hand. And then what does a will do. And you’ll just see hands drop so fast. You know we’re we spend our whole lives being told we need this thing. None of us really know what it’s doing. And then you don’t find out that now you got to go through this crazy court process. Probate. Just as a general ballpark, guys, costs about 3% of your stuff. So, like, if you have a $300,000 house, probate costs nine grand. That’s kind of crazy, man.

Stone Payton: And a bunch of time, too, right?

Josh Nelson: It takes at least six months in Georgia, usually 9 to 12. The biggest thing is the information. And so I would say for you and your brother making sure that you get educated. A lot of this stuff is very inexpensive to do. So like our legislature does some really cool things with powers of attorney and medical power of attorney that we call advanced health care directive that you can get for very, very inexpensive. And that makes a world of difference so that even if your parents aren’t on board for doing like a full plan right now, they at least have the things in place that if they get hit by a curveball of life, you have the legal authority to come in and help, and that makes a world of difference. Can you imagine if something happened to like, you know, your mom and your dad is just devastated after being with her for so many years? Maybe he’s not the right one to be the decision maker because it just hits us emotionally, right? I mean, if she’s going through something nuts, is he under so much stress that being the caregiver, being the spouse, and being the decision maker is too much? It’s worth having a conversation. Or maybe it’s something where, you know, one of your parents is starting to get a little soft cognitively. Like, we’re not saying that they have to move somewhere. Like we’re not saying they can’t drive anymore, but maybe it’s that their, you know, decision making isn’t quite what it was whenever they were in their 50s.

Josh Nelson: Maybe it’s starting to get a little soft. How do we step in and say, you know, dad, you’re going to be 100% the decision maker for mom, but let me be Co with you. Let me let me just say that the two of us together are going to help. I want to do this as a way to allow you to be the great husband that you committed to being, rather than saying, let’s go in. And I want to be the decision maker for mom. Like, those conversations are so nuanced, and a lot of people, I would argue, need help before they do it well. And the problem is, if you jump in and try and do it on your own before you have some guidance, you can really burn bridges. You know, there’s so many fears as we get older of they’re going to put me in a home, they’re going to try and steal money. They want their inheritance early. It’s all about the money. And it’s really not for most kids, but just the way they phrase it comes off as that. And so we want to make sure that everybody is really well equipped to have those conversations in a way that has a positive outcome, because once the parents kind of shriek back, once, they’re like, no, we ain’t doing this. Reviving that conversation can be pretty hard, I’ll bet.

Stone Payton: Man, I’m so glad that I asked. Thank you. And Russ and I are going to try to follow your counsel. I’d love to. Yeah. Uh, so.

Josh Nelson: We’ll do the whole thing on the radio show.

Stone Payton: Yeah, we’ll just do a live. That’s actually a cool idea if you’re up for it, I love it.

Josh Nelson: It’s awesome.

Stone Payton: Uh, I asked Jackson a little earlier, and I’ll ask you. And you’re at a little different point in your life. Probably. So maybe you don’t have a house full of kids. You’re having to tend to, uh, outside the scope of your work, man. Anything you nerd out about, what do you like to do?

Josh Nelson: Um, so funny enough, I’ve been trying to lose some weight, so I’m down over 60 pounds for the year.

Stone Payton: Wow. Congratulations.

Josh Nelson: The big thing has been so not Ninja Warrior for sure, but I met John Cena, the guy that runs Spartan Races, which are like these like five 10-K or 21 K events that have like rope climbs and wall climbs and stuff like that. And he was nice enough to allow me to go run as many events as I want. And so he said, I want to support your weight loss journey. Uh, really, really cool guy. I mean, his business does over $50 million a year to run those races. And he was like, if you’re willing to put in the time. At the time I was 350 pounds and he was like, you and any of your buddies want to come? So last November, the firm actually got over 100 people to sign up and go run the one down in Conyers. Amazing. I love it. On October 5th I’m going to go run in one in Nashville, which is really cool. And so that’s been taken up a decent bit of my time. It needs to take up more. But then the other thing for me is I love restoring old cars. So like pre-World War two cars, I love going on the weekends or the nights and getting my hands dirty. I got a little shop that I work on. I got a 1937 Cadillac that I’m putting back together right now. That was just a rust bucket. And those things are actually really out of style right now in cars, because most of the people from that generation are kind of aging out of driving. And so I love being able to do that kind of stuff. And I will give 100% credit to my daughter’s mom. She does all the hard parenting. I just get to helicopter in and do the fun stuff. So like it’s Saturdays, go to the jumpy place or doing fun things like that. That’s, uh, her mom is an angel, so I appreciate her covering most of that for me, where I just get to come do the fun stuff.

Stone Payton: So, uh, restoring the cars. Is this something you’ve been doing for years and years? Is it a new passion?

Josh Nelson: Yeah, I’ve done it for over 20 years now. Oh, wow. And, uh.

Stone Payton: Isn’t that isn’t that what is it? A car that’s 20 years old is a classic.

Josh Nelson: Oh, let’s not go into that. That means things like the 2000 are like classics. I want to feel really old.

Stone Payton: I was going to say now you’re a classic.

Josh Nelson: What’s funny, though, is a lot of the, you know, car prices kind of follow the cycle of whenever the car gets to be, like, old enough where the guys that wanted it at 16 are in their 40s now, right? They go to ridiculous prices. So a lot of those like Japanese little sports cars, like, um, there was like a 99 Honda Civic that just sold on bring a trailer for like $60,000. And that was probably a $15,000 car, brand new. So like some of that’s just wild. I’m in luck because I like the pre-World War Two stuff and those cars are getting cheap. You know, a couple of years ago, all those muscle cars that were super expensive, like an old Camaro or an old GTO. And just because those guys are now getting to where they’re not driving cars without AC anymore. Those things are starting to get cheap. But those old World War two like pre cars, you know, they don’t have AC. They’re small. So I’m a big guy. Don’t fit in them well. Like, even my daughter can’t ride in the 37 because it doesn’t have safety glass. So like, you don’t think about it, but if you’re ever in an accident, that glass just turns into knives. Like it’s. Wow. So we don’t let her ride in some of the old stuff, but I got, like a 46 Jeep Willys that’s, you know, and you go.

Stone Payton: Show them off after you get them all dolled up. Do you go show them what.

Josh Nelson: A big car show guy. But I love to go use them. So we’ll actually go up um, like over in Asheville, there’s an amazing hotel called the Grand Something. It’s the Grove Park inn. Grove park inn. Yeah. Close enough.

Stone Payton: It’s a grand place.

Jackson Griffeth: That’s a good one. That’s a grand place for sure.

Josh Nelson: So I love driving up there through the mountains and stuff. There’s a bunch of groups that you can find through different, like online things where you’ll get together on a Saturday, wake up at like 536, and then just go roll these cool old cars through the mountains. Um, you know, especially this time of year. Man, it’s so crisp and beautiful in the mornings. North Georgia has so much to offer us. Um, that if you just get out there and enjoy it, man, it’s just an amazing way to spend a weekend.

Stone Payton: Yeah, I’m so glad I asked.

Stone Payton: And you’ve covered a ton of information, but just to kind of wrap it up, maybe a couple of like the really important pro tips for the stones and Rusty’s out there. Just things to be thinking about. Do don’t do the first couple of steps. And look guys, the number one pro tip is reach out and have a conversation with Josh or somebody on his team. But let’s leave a little something to chew on.

Josh Nelson: I think, especially for your listeners on Business RadioX. The biggest thing I would say is a little different than our primary practice area, but it plays right in make sure that if you’re a small business owner, if you have something going on where you’re the sole person, or especially if you have a team that relies on you, that you’re operating agreement, your articles of incorporation, something has a succession plan in it. It doesn’t need to be some like crazy thing. It can just be a paragraph that you add into those membership articles that says, if I get hit by a bus, my wife, my partner, somebody can step in and still have access to the bank account. What we’re seeing a lot is a lot of people will register their LLC or their company with the secretary of state, and that’s all they do. There’s no actual like articles or membership agreement or anything anywhere. And the problem then is if you pass suddenly or you get sick, suddenly your whole business stops because somebody has to be able to access the checking account. Somebody has to be able to access cash flow. Somebody has to be able to run things. Just making sure that you have that paragraph in your LLC or your articles of incorporation to make sure that somebody can do it, whether that be your spouse, your brother, whoever.

Josh Nelson: That’s where we’re seeing people even with, you know, good sized small businesses come up short right now. And whenever that gets stuff gets stuck in probate, it’s really expensive because trying to cash flow that thing while it’s going through the court system is nearly impossible for most companies. You know, you think about like the run rate even on like Jackson’s business for, you know, the mortgage payment on the building, keeping the staff going, who’s going to be his coverage orthodontist. I’m sure that somebody has to be licensed to come in. Like, who is that person? Right? Like just sitting down for an hour and making that plan on the back of a sheet of paper is going to change your family’s life if something ever happens to you. And that’s really where on the probate side of my business, we’ve been seeing people just get hit with a hammer. You know, we just had a lady who had a small Airbnb business, but it grew to over $1.3 million and stuff, and then nobody could find the paperwork. Oh, geez. It’s like, uh oh, you know, for one little paragraph, one little, like, five page membership agreement would have cost her less than 500 bucks. Box. She could have saved a bunch of money because again, whenever that goes through probate, you’re looking at like 3%. Wow.

Stone Payton: There’s a blue three ring binder in my office closet at the house. As soon as we go off the air, I’m headed. I got to go take a look at that thing. Oh my goodness.

Josh Nelson: So, like I said, for the normal stuff that we do, if you’re thinking about your spouse, your parents, stuff like that definitely reach out. But just as a nugget there, guys, especially for small business owners, we are just seeing a lot more people with everything planned for because they usually have like a financial advisor and estate planning attorney, stuff like that. That part’s golden and they forget about the business.

Stone Payton: All right. What’s the best way for our listeners to tap in whatever coordinates makes sense? I just want to be able to connect with you guys.

Josh Nelson: Absolutely. Nelson Autocare. Com is always a good one for us. You can Google us. We’ll pop up (678) 250-9355. However you want to reach out. We’re here to help.

Stone Payton: Well Josh thanks for coming back, man, and thank you for all the terrific information. Gentlemen. It has been an absolute pleasure having you both in the studio. Don’t be a stranger. I’m quite sincere. Josh will tell you when I say Jackson. You’re welcome to come back. And we want to continue to follow your story. But what a marvelous way to to invest a Tuesday morning. You guys are doing important work, and we we sure appreciate you.

Speaker4:

Josh Nelson: Thank you, Stone. Thanks so much. Really excited to see where Jackson grows. I remember ten years ago kind of being in that spot. And it’s scary as all get out now on the other side of it. It just feels so cool. Whenever you look back at all the families you’ve been able to help.

Stone Payton: That’s awesome. Alright,until next time. This is Stone Payton for our guests today and everyone here at the Business RadioX family saying, we’ll see you again on Cherokee Business Radio.

 

Tagged With: Cherokee Family Orthodontics, Nelson Elder Care Law

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