#417: How To See The Future like Nostradamus w/ Brett Schklar of GROW Powerful
SUMMARY KEYWORDS
ai, call, companies, thinking, chief marketing officer, marketing, people, cmo, fractional, years, talk, world, good, grow, sales, love, ufos, big, started, product
SPEAKERS
Brett (47%), Speaker 1 (28%), Law (17%), Eric (6%)
1
Speaker 1
0:01
sweat equity podcast, the number one comedy meets entrepreneurship. I love money podcast in the world. They were the number one comedy business podcast in the world. You
Eric Readinger
0:12
know that? Yeah. That pay attention real good.
1
Speaker 1
0:15
We're all about that girthy ROI. Hey, why don't you share this share this show with a friend that needs that side hustle that needs to get out of that corporate job? Why don't you do that for us before we get into the sponsors, which are Squarespace website builder look,
Eric Readinger
0:29
have a chance. Okay, go ahead.
1
Speaker 1
0:31
Do you take a posit? This is on demand radio baby. This episode is sponsored by Squarespace on one website builder for your E commerce or brand. For you want to have a more personal blog, link to a discount, hook up, holler if you hear me in this episode's description, along with our other three sponsors. Call rail. Do you want call tracking? Yes, on your website. You want to record all the calls from click to call on your website? You want to have some analytics about a call swap numbers foo sexy. The link in this episode description vaguely sales? It's a yeah, you're gonna Bigley sales.com or you can hit the promo code. You get the hook up it says via law in the URL you can use it see it's for me personally. It's a CRM plus marketing outreach, email, SMS, phone pay as you go I don't know anybody else cheaper per sin than daily sales.
Eric Readinger
1:29
You're spending a lot like I've never seen so much spit? I don't you
1
Speaker 1
1:34
kidding? Oh, man, look at my old man Sam Rothstein succotash from from casino only pick the winners. And lastly LinkedIn premium get two months free. From your boys at sweat equity podcasts. We'll put a link in this episode description. Let's get it going. It's called sweat equity.
1
Speaker 1
2:18
Listening to the sweat equity podcast. Right? Why don't you remind our audience who you are, what you're about. You can get rid of our otter AI integration in our transcript. If you want to do your own plugs, because I've can't read out loud, that's
BS
Brett Schklar, CEO of Grow ...
2:43
it, no worries. My name is Brett Sklar and I do a lot of things. But over the last few years, I've really embraced the world of the fractional chief marketing officer and have devoted my time and energy to help other fractional chief marketing officers in a myriad of ways. I've built a community of a couple of 100 which is awesome. I've also built a company that has amazing people that are a part of a company called grow. And last Smith, you're your hostess with the mostess is actually one of them people
3:24
then soon to be Eric, hopefully we can get him in the air.
Eric Readinger
3:28
Yeah, absolutely down. Well, he
LS
Law Smith, Fractional CMO, ...
3:29
does the same as I do. We've we've worked together for what, seven years, something like that. And so I was really upset when you surpass things I taught you.
BS
Brett Schklar, CEO of Grow ...
3:43
Because you guys remember you remember that? The movie Pacific Rim where two people have to work in parallel.
1
Speaker 1
3:49
I watched that the other night randomly. I would never put that I was in a hotel and I couldn't find
Eric Readinger
3:53
anything. I never understood why they made the Why would you build the robot that way that you need two people? Why would you make it that way?
BS
Brett Schklar, CEO of Grow ...
4:01
It's been a while but as I joined your podcast yet again and enjoy myself by being enjoyed by the two of you. I am thinking about Pacific Rim and that there's some kind of mind meld that has to take place to control a robot to become like
1
Speaker 1
4:18
yeah, that Yep, that on we just wrestling match it. We're just Greco Roman wrestler
Eric Readinger
4:23
oil up and he just get after it. And that you're in Colorado, the
1
Speaker 1
4:27
hairs looking very granola these days. I feel like you're taking a little bit of a hint for me. You know? Kinda we do a lot of zooms, group zooms. You're probably looking at my screen like, like I use this conditioner. I should actually grow it out.
4:44
As what happens in
BS
Brett Schklar, CEO of Grow ...
4:46
the hair is definitely getting longer. It's so it's about 96 degrees in Colorado today. And why so I know that in Florida that's like Christmas, but here We're not quite used to those temperatures this early on, after just following a serious monsoon season in Colorado, which by the way, we're a high desert. We don't have monsoon season. Right,
1
Speaker 1
5:13
right. Oh, is that because of snow melt? Like, like seasonal snow melting kind of thing?
BS
Brett Schklar, CEO of Grow ...
5:18
Well, not just that we're getting rain, we're getting as much rain as Seattle gets. So you call it climate change, I call it Welcome to the new economy. Yeah,
1
Speaker 1
5:29
I was thinking about Al Gore in that documentary, Waiting for Superman, and just how just all it did was get a lot of people upset. And he was wrong about a lot of things really. Back I remember seeing it, I'm gonna hate rewatch it,
Eric Readinger
5:45
just to go scorecard it? Well, because the thing about
LS
Law Smith, Fractional CMO, ...
5:49
broadcasting is you can forecast a lot of things. But if you don't get called out on it, at the time, whatever you forecasted to in the future, doesn't matter. You're just, you know, Nostradamus didn't get like anything, right. But somehow he's the soothsayer go to kind of reference. Usually, for jokes. I don't know, I think a lot of people think Nostradamus, like, actually could see the future, because he was built up that much of unrest,
Eric Readinger
6:19
all you gotta do is predict, like, hundreds of years in the future, and you'll be dead. Right? Right. Right, you just, you know, you got your thing going your
BS
Brett Schklar, CEO of Grow ...
6:26
Dominus invested on us, for our chief marketing officer, he too, would have the average lifespan of about 18 months, I noticed
LS
Law Smith, Fractional CMO, ...
6:34
that you didn't say cmo and you said chief marketing officer, I'm finding when I make a lot of people ask him what I do. And I say, you know, fractional CMO, you know, for hire on contract kind of thing. Trying to explain it to people outside of, you know, executive speak world, you know, industry, or just office a lot. I'm friends with a lot of people are just kind of feral human beings. Yeah,
Eric Readinger
7:00
I was gonna say thank.
1
Speaker 1
7:02
But I mean, like, it's one of those things. We're, um, how are you finding the term is becoming more accepted more of a thing? I know. We feel it. But I feel like, we're all close to that world. And so
BS
Brett Schklar, CEO of Grow ...
7:16
right. We know, it's like when you it's like when you buy a car, and all sudden you see that car? Everywhere.
7:22
It's called the reticular activation theory.
BS
Brett Schklar, CEO of Grow ...
7:25
Oh, look at that. Look at that, again, sa t word going on here. I love it.
7:30
I learned it from our detective, my BNI group.
BS
Brett Schklar, CEO of Grow ...
7:33
I think that there is a. So there's two things. One is, yes, we are all in our own echo chamber. And so we hear that term all the time. But to is, if you look at the number of titles, number of people with a title fractional CMO, it has tripled since January. Yeah. So it is growing quickly. Now. We're talking about, you know, a couple of 1000 people versus, you know, 10s, or hundreds of 1000s of people, which would be a chief marketing officer versus a fractional, but it's it's tripling, as far as the people that I see on LinkedIn. When I search for fractional CMOS using zoominfo, and apollo.io, and several other tools, there's three times as many that are out there. I also track fractional cmo as a Google alert. And I went from seeing maybe one or two things a week to probably seen about four or five things a day.
1
Speaker 1
8:37
So I think you got you started developing Grow, grow powerful, that if anybody wants to go check it out, or on LinkedIn, grow powerful. It see. It's, I think you've caught the wave at the right time. It sounds like you saw this coming. And you're good from, you know, the year or so. I've been kind of involved. I can tell you're good plate spinner. There's a lot going on. There's a lot and I can tell you, you've done the work. Can you throw down a quick like cliffnotes resume to where you got to hear kind of thing?
BS
Brett Schklar, CEO of Grow ...
9:13
Yeah, so really quickly, I I started out as a baby grew up. So I've always been in sales or marketing for the b2b world started out at&t, right big, huge, gigantic company, and then quickly went into the startup world in a variety of product management, Product Marketing, Marketing, Director, marketing, VP of marketing within about a six year period, I sort of escalated quickly across a couple of different companies. Two of those companies have really successful exits. So it's focused on the InfoSec right cybersecurity and stopping the digital bad guys and gals and stuff like that
9:52
sex ransomware
BS
Brett Schklar, CEO of Grow ...
9:54
young Yep. And in grew that for a while and then due to personal and health reasons. I decided to step away from the corporate world, and just start doing some consulting. And that consulting picked up very quickly. And I went from my goal of having, you know, working about 2530 hours a week to working about 60 to 70 hours a week. So I hired somebody. And then they got busy, and I hired somebody else. About 10 years later, we had about 25 people that were a part of a b2b tech focused marketing firm. Agency,
10:30
I thought this is going Cutco. People.
BS
Brett Schklar, CEO of Grow ...
10:38
And so we worked with over 230 different clients in the b2b technology world. And our measurement of success was that 35 of those companies had successful exits either IPO or whether we were acquired, they accomplish their goals. And then when I was done with and I did that for about 13 years, and I sold it to a private equity firm back in 2019. And then I decided, You know what, I don't want to go and start another thing. I don't want to go and have the responsibilities of payroll and, and accounts receivable, and collections and sales, and yada, yada, yada. So I decided to go be a chief marketing officer for a health tech company because I wanted to get into healthcare, the other CMO, right chief medical officer, and I joined a company and after nine months, you know, I was reminded, I reminded myself and was reminded that I make a really shitty employee. And unfortunately, I also didn't pick the company well that I joined. And so that company, later folded or it got it got bought, but for pennies or pesos on the dollar. And then me and a couple of people decided to get together and start grow, because we liked the idea of being a fractional CMO, fractional chief marketing officer or an interim CMO. And as I read the tea leaves, and I looked at the market, there is a lot of opportunity. Now, it was growing like gangbusters until, you know, up through the end of 2020 to 2023. Technology companies and budgets have had a very tumultuous relationship. And, you know, one of the things that we're seeing now is in June, and July, June, we've seen a huge uptick. And we're already seeing the biggest pipeline we've ever seen for July. So things are picking up again.
1
Speaker 1
12:36
I want to walk on, we're gonna come back to that in a second. Okay, I'd be remiss if we didn't promote what's going on Thursday, they you've, you've coordinated because this will get this will be out hopefully, tonight as we record this Tuesday or or Monday or Wednesday. So if anybody listens, and you're going to be doing a lot of these, you want to go ahead and explain the show.
BS
Brett Schklar, CEO of Grow ...
12:59
Yeah, absolutely. So let me just get up my steps. So on.
1
Speaker 1
13:03
Now I pitched this that it should be more of a game show, like around the horn. That resulted in zero reply back, but hey, man,
Eric Readinger
13:12
I like the idea. You throw like getting points for stuff, right? You gotta give me points for stuff. The scoreboard about it.
LS
Law Smith, Fractional CMO, ...
13:19
I was really just thinking of people scrolling through it if you had those loud backgrounds, just a Tampa Tampa Tampa tip, you know, behind in a loud green or something like that. It might stop. What is this? Because there's a business game show if you really think about it.
1
Speaker 1
13:37
And it's arbitrary points for them. Or the Nerdist show it was called at night. That was points of matter. So it was like,
Eric Readinger
13:45
right, yeah. And amount arbitrarily, you could just do it like that. One would
1
Speaker 1
13:49
say they even let the sports reporter that needs the minute at the end. When the game no matter what. Yeah, yeah, exactly. I don't know.
Eric Readinger
13:58
They. First of all, they
1
Speaker 1
14:00
want a good TV. Yeah. Well, why would you have Bob Ryan on there who can't pronounce his R's that always destroyed me anyway? Or anybody from Boston? Just in general? I don't want an end to represent each big city. No, but they never they just got Miami on there. And I was like, really? It took you that long anyway. You're more of a woody page guy because your Denver Post man. Yeah. Man, I really pulled this lethal bro. I had no friends with that show started I think and once more. Why don't you go ahead and promote what's coming on Thursday. And this will be fun. This is like a pilot.
BS
Brett Schklar, CEO of Grow ...
14:39
Yeah, and law. I'm excited that you're going to be a part of this as well. But I was taking a look just making sure we have the time right but it's this Thursday at 1pm East 11am Mountain and then whatever it is for the other two in the US. We're doing something we get a lot of questions from CEOs invest Jers, CROs about go to market go to market is the term of how do you put all your ship together to combine marketing, and sales and revenue. And investors are asking CEOs for better go to market plan, especially in a tough economy. So, this Thursday, is what we hope to be the first of many of what we call the go to market office hours. And it's designed for investors, CEOs, car CMOS, and anybody who wants to join in the fun, but it's going to be an open and live event. It's gonna simultaneously take place on LinkedIn, YouTube, Facebook, Twitter, I think Twitch as well, as we're gonna be on all those places at the same time, but it's gonna be a live q&a, come in and ask questions about go to market. And it's going to be people who really people who are helping me hosted such as yourself law, as well as two other people who have been chief marketing officers, and you really run go to market, you know, motions for companies. We're gonna get together, and we're just going to answer questions as they come in. And hopefully, we'll have some fun. Hopefully, there'll be some good questions. Probably a few bad questions. But you know, we'll have some fun anyway.
1
Speaker 1
16:17
Well, that's what FAQs kind of are. I mean, were you really just kind of creating an FAQ live in a sense that you can repurpose in a lot of different ways. It's like, Oh, we've already had this question. Are you taking any beforehand?
BS
Brett Schklar, CEO of Grow ...
16:31
With that actually gotten a couple of questions that have come in, through Twitter, as well as through just a couple of emails that I got responses on. And people are just sort of asking questions. You know, things like, what is the rest of 2020? No, please
Eric Readinger
16:45
don't tell him what they are. I want them to think on his feet. No,
LS
Law Smith, Fractional CMO, ...
16:50
I'll be on and I'll tell you, I'll be on my good behavior, good boy behavior. Out of the affirms, well, it's not this show. No, I have to remind myself as I was writing to do list today, I was like, I should probably read up on some of this GTM stuff. But also, like, that's not it's not my show to your so.
BS
Brett Schklar, CEO of Grow ...
17:10
But it's the bring your authentic self. Right. I mean, one of the, I mean, there is, is that there's, you know, there needs to be a power a balance of informing. But also entertainment
1
Speaker 1
17:23
over salary, my dating self, that's, you know, I'm not gonna give you all the crazy. First Date energy on the first
BS
Brett Schklar, CEO of Grow ...
17:30
date, stop. Bring that first date self not like that. That creepy, you know, third, fourth date where you're really trying
17:39
to go because I'm messing up
Eric Readinger
17:42
will be a creep on this one, I guess. Yeah, that's right. Another podcast.
1
Speaker 1
17:44
Well, yeah. No, I think it's fun. It's something different. I think I like this show. I think it's unique. We're, it could catch waves, especially the live aspect to it, especially
Eric Readinger
17:57
if you keep score with points. Yeah.
17:59
Yeah. Well, we've done no good. We'll keep
Eric Readinger
18:03
I'll keep score from home.
LS
Law Smith, Fractional CMO, ...
18:05
But But yeah, I almost was about to go get the I've been talking about on the show lately, because I watch Wall Street. I want to get like the Gordon Gekko or Robert Kraft white button down with the Army blue button down with the white cuffs and collar. Guy move the easy handle.
Eric Readinger
18:24
suspenders.
18:25
Yeah, right. And just and be like a very southern
Eric Readinger
18:30
your airway back. Oh, yeah. Alright, so
BS
Brett Schklar, CEO of Grow ...
18:34
going back to the Wall Street thing. Now I gotta pause there for a second because I rewatched the Wolf of Wall street the other day, and I know it's different. It's not Wall Street. It's
18:42
Wolf of Wall Street's entourage.
BS
Brett Schklar, CEO of Grow ...
18:45
I didn't realize how much I've watched it. Probably five to six times. I watched it again. It maybe it's because I was watching the dream. But I I didn't realize how much of a comedy. Oh, yeah, yeah,
19:00
I thought it's mostly a comedy. If it
BS
Brett Schklar, CEO of Grow ...
19:02
is, but I didn't look at it from that lens. But not when. Yeah,
1
Speaker 1
19:07
it was an odd choice for Scorsese. I'd say kind of in a way because it's like there's not a lot of meat to the plot right? Don't really want the guy to when he's in it, but he's not an antihero based on a real guy. You know? Yeah, yeah. But that guy has gone on to say like,
Eric Readinger
19:23
I saw an ad for with his face on it the other day. Didn't goaltender spell for though for the other day
1
Speaker 1
19:31
that the Sell me this pen thing was fully fabrication I think. But you know, it is what it is. I enjoyed it. It's it's a good if it's, it's rewatch ability. It's through the roof. If it's on I'll put it on, you know. Plus, Margot Robbie. At her peak problem probably
BS
Brett Schklar, CEO of Grow ...
19:51
it was an early on. I mean, we'll see how I think Barbies coming out in the next few
LS
Law Smith, Fractional CMO, ...
19:55
well Not to disparage white women, but they usually start cracking they As they get older, Eric, why don't you pick one we're going to have, since we don't have your returning guests, we started making good questions just like what advice would you give your 13 year old self? You can edit your answer if you have one. But why don't you pick for one of these top ones here?
Eric Readinger
20:17
What is something silly? You dream about doing?
1
Speaker 1
20:22
Like a daydream like something absurd. That yeah, you think you can do but no one, or your wife would be like
BS
Brett Schklar, CEO of Grow ...
20:32
flying in supersonic jets.
1
Speaker 1
20:35
Okay, what do you think you want to do? Why do you want to do that or think you could do it?
BS
Brett Schklar, CEO of Grow ...
20:41
I love things that go fast. I love when I'm riding a bike and going down a hill. I like to get as fast as I possibly can. When I am. I fly model airplanes. And I go for the ones that go for, you know, 140 150 miles an hour. When I've been in planes, I've been in some planes and some people who are, you know, aerobatic pilots, and they do a lot of funky stuff when they go really fast. It's a lot of fun. You know, I love to go on guard. My son and I were in another country. And we got our car up to about I forgot the kilometers was up to 157 miles an hour. Whoo. autobahn. That was Dubai. No, actually it was in Mexico. Oh, yeah. That much. Wow. The roads in the prisons? Like I don't think you're supposed to trust them. But we did it anyway.
1
Speaker 1
21:34
Yeah, I got hit by a car and in sonata, Mexico, and I'm good. on anything over there. Infrastructure wise. So wait. So have you Are you a pilot now? Have you gotten
BS
Brett Schklar, CEO of Grow ...
21:43
no point I, at some point, I will be my good buddy of mine. And he and I are probably planning to enter pilot's license together. But it's probably 510 years down the road.
LS
Law Smith, Fractional CMO, ...
21:55
Yeah, I'd like I have. People will say like, I'll throw it out there like this. And I've, I like to I like that. I almost didn't put this question on there. Because I was like, I don't know if anybody's gonna have something you guys
Eric Readinger
22:08
would like? I'd like to think about that one. Well, I've got I got plenty. I have 30 of them are real. So like,
1
Speaker 1
22:17
pick a couple of your children in there. What do you mean of the 30? Children in this Mormon? Example giving? Well,
Eric Readinger
22:24
I mean, I'm very vocal about thinking how good of an actor I am.
22:27
I think, Yeah, you're good at that. So like,
Eric Readinger
22:31
I mean, that's just one off top man. But what do you think about all the UFO stuff?
BS
Brett Schklar, CEO of Grow ...
22:36
So I am excited for the day when we as a society have figured out that we're not alone in the universe? And I'm very curious to find out if we're going to discover them. Or they're going to discover us. Is it going to be as friendly as a Star Trek episode? Or is it going to be something like, you know, Will Smith in, you know, Independence Day? But it's not? If but when? And so, the UFOs? I'd say probably 95% of it is probably doctored, or some rando thing that takes place, but I do. I do feel quite certain that we are not alone in the universe. And at some point in time, there's going to be a meet and greet. Yeah, yeah, I
Eric Readinger
23:25
think it's pretty soon everybody seems like it. I was
LS
Law Smith, Fractional CMO, ...
23:28
thinking about this yesterday. Everybody seems to think that if aliens come to earth, and interact with us, presumably as a physical entity, you know, not like that one movie we're doing like, gas or whatever, you know, because they could be able to touch them. Well, they could be like a fourth fifth dimension thing that we don't even comprehend. You know, the other interface doesn't
Eric Readinger
23:52
say like the end of vendors or
23:55
dimensions love you didn't get that.
BS
Brett Schklar, CEO of Grow ...
24:00
Actually, interstellar wasn't Interstellar. What that was an interesting one, because it says about like, our future selves. Yeah,
1
Speaker 1
24:08
that was more about so we're in the Dust Bowl of Earth. Earth is Yeah, okay. Yeah, rapidly, so can't keep up. Yeah.
BS
Brett Schklar, CEO of Grow ...
24:14
What if the UFOs are actually the future us trying to send us some truth bombs?
Eric Readinger
24:20
Yeah, yeah. And then think about what we would evolve into.
1
Speaker 1
24:23
And then you cry at the end when he's talking to his daughter that's actually older than him. You guys bawl your eyes out to you? Yes,
Eric Readinger
24:31
I do. For sure. It's
1
Speaker 1
24:33
like the end of big fish. If you don't cry at the end of that they can about your dad.
Eric Readinger
24:37
Reboot. Computer.
1
Speaker 1
24:39
So with the UFO thing, I was thinking about this. They're not everybody seems to think of UFOs come here. Aliens. Come here, excuse me. That it's gonna be super advanced smart people. Smart aliens. I'm like, wouldn't they send the dumbest? Right? Expendables Right? Exactly what They send, like, hey there, the prison version of our people will take them out there. And then I can I gotta send in the junior varsity team, right? Like you're not gonna send your a squad
Eric Readinger
25:15
to crash a lot. What is there just like like, Why is everything so a bit? How do you guys do crashing?
LS
Law Smith, Fractional CMO, ...
25:20
What if they have a wider range of ability intelligence where they have way dumber and way smarter the way smarter can kick out these dumber ones to our planet? You know, and we're smarter than the dumber ones. I got really a did none of this. That and we
Eric Readinger
25:39
were dealing even there done ones are probably
1
Speaker 1
25:41
we spend a lot on. But we don't spend a lot on deep ocean visa vie the
Eric Readinger
25:48
under the water apparently.
LS
Law Smith, Fractional CMO, ...
25:50
We can't figure out that, that that pressure. As far as you get that far down. I mean, use something other than a PlayStation controller for your, your navigation. I mean, not to speak ill of the dead, but
Eric Readinger
26:03
like a news show now. I don't look at current events.
1
Speaker 1
26:07
Well, it's all I talked about with anybody all weekend. I'm like, Why is everybody bringing this up in small talk? I don't want to people that don't know or bring it on? Yeah, yeah. Yeah. It's very morbid. And then like, Did you know there's an 18 year old that didn't want to go? But he went for his dad. And you're like, why is
Eric Readinger
26:23
he died? No, I didn't know that. Well, I heard it. And then now I have to know it. I don't
1
Speaker 1
26:27
know, every woman told me that every guy just goes to man, that's terrible. You know, what's
BS
Brett Schklar, CEO of Grow ...
26:31
interesting is her way to go is you know, it's sad that it happened. It's you know, I'm sure these people signed all kinds of liability, you know, waiver things. But there's more about, for some reason, this, this, this, this thing that happened with the underwater whatever, has caused more anxiety through social media than any other phenomenon taking place. And so what you hear in the news is not just what happened, but you're hearing a time about how this is affecting people's emotional health that aren't even, you know, closely connected to it. So for some reason, thing, and it's horrible that a couple of people died. But there's more people die in other ways. But for some reason, it's hit the psychology of us as a society so hard that people are actually talking about the psychology of it. People reacting to it that had nothing to do with it, because they
1
Speaker 1
27:28
feel like they can see themselves in that situation or something
Eric Readinger
27:31
wherever afford to take a submarine to the Titanic. Yeah, like,
1
Speaker 1
27:35
it's gonna be you in Qatar to make the soccer stadium for the World Cup, like a bunch of slaves died building it. Right. And same with buildings in Dubai. A lot of slaves. Servants die all the time. Yep. So I, you know, I'll always try to minimize it by thinking about that kind of stuff. Because it's like these guys volunteering. You know, I feel bad for a kid trying to impress his dad, but you know,
Eric Readinger
28:00
Oh, give me the willies. Anyone else again, do it like good afford it,
LS
Law Smith, Fractional CMO, ...
28:04
we are a news show. So the second half of 2023 My predictions, you know, this isn't going to be a hot day by any means. But we've had such an impacted Asheville of AI. I've never had one, we used to think brand was the fuck out word of like 2020 or pivot. Remember, you're gonna pivot everybody's gonna pivot, or new normal, or your brand. Those were like, the previous years fucked up. I've had more AI stuff. And Eric and I started making like, almost a, we're gonna we're working on a searchable database, just for our repository. Yeah, our internal use, because there's so many coming out every day. But at the same time, I feel like I'm dumb if I'm not a little bit on top of it, because if there's things that can actually do, because here's the other thing that makes me mad AI is such a marketing term. Right? If Elon Musk I heard him on Rogan talked about he's like, it should be called synthetic intelligence. It's not AI is such it's Aikido. Remember when you were like, yeah, not everything's keto that has keto on it, like years ago, and I was like, really? You're like, No, there's no regulating thing. Right? You have, you can
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Brett Schklar, CEO of Grow ...
29:22
be back in the day, you know, back in the day, everything that was a database, called itself Big Data. Remember that 10 100 years ago wasn't like that. It was like, Oh, you ever get to this application? No, I got a big, huge data.
1
Speaker 1
29:37
So big my data is saying first dates Yeah. Third, third date.
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Brett Schklar, CEO of Grow ...
29:45
And there's there's a good good reason for it. There's there's going to be two types of companies, those who leverage AI and the ones who are going out of business, right, that that is going to be how it is, you know, within like now My analogy I give is Moneyball right? My one of my favorite movies. You know, Moneyball, it's all about Billy Beane, and the Oakland A's. Back in the early 2000s. I think it was, yeah. You know, they completely rewired how the game was played, right. It was no longer about how good looking, you know, a player's girlfriend was or you know, how much confidence they walked around with the big swinging, you know, big data, or whatever it was kind of
30:27
find the eye test. I
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Brett Schklar, CEO of Grow ...
30:29
believe they said, yep, yep. But but it was getting on first base. Speaking of first dates, getting on first base
30:36
with gross as Kevin Youkilis. So
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Brett Schklar, CEO of Grow ...
30:41
I you know, and AI has fundamentally changed the, the sport of marketing, and has fundamentally changed the sport of tech products, any SaaS product that isn't utilizing AI inherently. And by the way, it's easy to call bullshit on the companies that are saying ai ai, and the companies that are doing AI are given. I currently love a tool called apollo.io. It does a lot of like, outbound sales stuff. It replaces zoominfo, whose contracts have gotten insanely, insanely ridiculous. And it's a great tool. Within weeks of, you know, the chat, even AI craze, this happened in 2023. They embedded Chad GBT into their technology. So where it's actually writing some of the sales email scripts for you, it writes some of the call scripts for you. That is what, you know, product companies, SAS companies either need to do, or they need to step aside, go ahead and go out of business. Let the ones who know how to do that, you know, get in front of them on the highway.
1
Speaker 1
31:55
Yeah, I mean, Eric sent a cheat sheet to me the other day, and I was like, I've never I've seen a bunch of these for chat GPT prompts. I was like, oh, and it made me think to like, I don't think I've heard this and slack. But it was like, you know, I need to carve out some time to start really learning this memorizing some of the stuff that the language like, like we did to learn, you know, branding skills, or web development skills, or any of that marketing skills. So it's like, I need to almost create, like, couple hours a week to like, kind of study a lot of this stuff. So it's back in the hand, you know, because it ain't going away.
Eric Readinger
32:34
There'll be a chat GPT certification.
1
Speaker 1
32:37
I mean, I bet there's already something I mean, you can get plugins now. It has plugins ability. So it's like, now everybody's integrated their AI stuff with that, or, or formerly AI products, and they can they can kind of have that transition. And it's, you know, learning like It's like learning how to search for something Boolean search on Google. Like, if you don't know that, and like, look it up and kind of memorize it. It's, it's a tough slog for the next couple of years. Because you're like, wait, I have to look up the what are what are the brackets do? What did they do? Right?
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Brett Schklar, CEO of Grow ...
33:11
Yeah, right. Right. Any marketer who has not? dove deep, didn't dive dove? Do they did it into a GI Joe, that Jasper whether it's Chad GBT, whether it's others has already failed. Any software developer that's not looking at AI to help them develop their software and do the grunt work of a software development has already failed. Any product that uses a cloud application, or uses data or uses some kind of aggregation. If it's not already using AI, it is failed, or it's on its way to failure. Now we're gonna get back we're gonna get we're gonna get a, a huge backlash. And that backlash is going to be certification, that backlash last is going to be IP ownership, that backlash is going to be bad AI, or you really do the wrong thing. And so there's going to be, you know, a holy war of AI, not the humans against the computers. But there's gonna be a holy war against. It's, it's advancing too fast. And we as a society can't keep up with it. We can't find the truth from that. Not truth. We can't find the consistency of data. You know, it's AI tools, no matter how good they are, if it's garbage in, its garbage out, just like everything else. And that's going to be a big problem. It's gonna give us a lot of red flags and a lot of stop signs on our way.
LS
Law Smith, Fractional CMO, ...
34:44
Yeah, it's Moore's law, right? That technology exponentially increased increases in performance or whatever, whatever the benchmark is, while humans can marginally get better, and, you know, it's one of those things where I've been thinking about this for 15 years marketing's more operations than it is. It's more it's way more math operating process, you know, integrations automations, then then people realize that people think it's madmen doing a cigarette pitch. And it's like creative all day, those creative things are over like that. And creative. I was I was explaining to a client today creative in an ad campaign is like, unless it's a big brand in a big b2c, your Pepsi or something like that. You're trying to get brand legacy. So you get them under 18. You got them forever kind of thing. Like, but for the most part, most ad campaigns, the creative is one step out of probably 12 to 20, depending on what what you're you're advertising for. Yeah. And even even like the copy and creative in the ad are very logic math based, because all we're doing is looking at, okay, competition does this. Yeah, we're gonna make a better iteration of what we're going to prove that talk
Eric Readinger
36:01
about AI. happening before you know it spitting out as just ready to go.
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Brett Schklar, CEO of Grow ...
36:07
You know, one of the things you mentioned law was talked about 2023. And I think that we need to talk about the first half of 2023, we need to talk about the second half of 2023. And then I know we probably need to wrap up. Yeah, we
1
Speaker 1
36:19
got we got to wrap up because we got we got another episode right behind you. He's here. He's here to talk to you, man. We can chew the cud with you all day, man.
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Brett Schklar, CEO of Grow ...
36:28
I'm not sorry. And you're welcome. That's what I'll say about the second half of 2023. And hopefully, this is a good parting thought. We in the b2b tech world, we basically laid off half the marketing departments have the HR departments have the developers and said, and companies said we need to hunker down because we're not going to be able to get new rounds of investment very easily, our revenue slowing down. So we've got to dial back our employees. They also said, we're gonna let AI replace a lot of things that people were doing before. That was the first half of 2023. Yeah, guess what, second half of 2023, we're already seeing it. People are saying Holy crap, we cut too deep AI is not here to solve all the problems for us. AI is only good if we have leaders and people that can leverage the AI. So we're starting to see a huge uptick in hiring in marketing, and marketing leadership, and chief marketing officers. And, you know, luckily for us, fractional chief marketing officers,
1
Speaker 1
37:28
you know, that gives me peace of mind. Because that definitely, I never really thought about it in the seasonality of this year. But I do feel like there's been a dip in a lot of marketing conversations as far as hiring, the contract, bid, subcontract, whatever. So that's, that I can unpacker my asshole. So that's good.
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Brett Schklar, CEO of Grow ...
37:49
The other quick thing I'll say is that the other thing going on for the second half of 2023, as companies are missing them numbers by a motherfucking mile. Like, seriously, they are missing their numbers. hugely, hugely a word. I don't know. I don't care. They're missing the numbers, big time big league. And so they are having to the July, August, September, vacations are going to be shorter and people are gonna be scrambling because they've got to get those 2023 numbers up before the end of the year. You hear
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Law Smith, Fractional CMO, ...
38:16
that audience? The day is nine. Think I mean, listen to me now or hear me later. No, that's a real pragmatic advice. That's honestly what we try to get on the show when we're talking to everybody. Obviously, we'll have you back on. I'll see you later this week. And thanks for coming back on.
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Brett Schklar, CEO of Grow ...
38:35
Gentlemen. Thank you. Thank you.
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Otter Chat
Summary
Expand All
Sponsor: Squarespace. (0:01)
Brett’s background. (2:43)
We’re all in our own echo chamber. (7:11)
What’s going on on Thursday. (12:36)
Are you really creating an faq? (16:09)
Why he wants to fly supersonic jets. (20:32)
The end of the end of big fish. (24:23)
The second half of 2023 is going to be a hot day for AI. (28:04)
How AI has fundamentally changed the sport of tech products and how it’s going to change the game. (29:22)
Chat GPT certification is going to be a thing. (31:55)
What is Moore’s Law and how does it apply to marketing? (34:44)
