CEO Group Call - Content Production
Boost your visibility and credibility with a robust content production system. Learn to set goals, select the right formats, and analyze performance using AI tools for efficiency. Master content planning, distribution, and engagement strategies to elevate your brand presence.
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Content Production
Content production is the backbone of building visibility, credibility, and engagement in today’s digital-first world. During the CEO Group Call, industry experts shared invaluable insights into streamlining content workflows, utilizing AI, and creating impactful strategies. Here’s a breakdown of the main takeaways:
1. The Power of Content for Visibility and Credibility
Content is more than just words—it’s the foundation for building trust with your audience and enhancing your brand’s reputation. Without consistent, high-quality content, even the best business strategies can fall flat.
2. A Systematic Approach to Content Production
• Set Clear Goals: Align your content with business objectives. Ask yourself: what do you want to achieve—brand awareness, lead generation, or audience engagement?
• Choose the Right Format: Whether it’s blogs, videos, podcasts, or social posts, pick a format that resonates with your audience.
• Establish Content Pillars: Define 3-5 core topics that represent your brand’s expertise. These pillars help maintain focus and coherence.
3. Leveraging AI for Content Creation
• AI Tools for Efficiency: Use tools like ChatGPT for scripting, content ideation, and creating prompts. AI can also handle transcription, video editing, and podcast management.
• Personalization: Tailor your content to individual audience segments with AI for higher engagement and relevance.
• Future-Proofing with AI and SEO: Stay ahead by integrating AI into SEO strategies for smarter keyword targeting and content optimization.
4. Streamlining the Workflow
• Content Workflow Demonstration: Learn to build and fine-tune workflows, from ideation to distribution.
• Scheduling and Programming: Use a structured content calendar to ensure consistency.
• Backup and Recovery: Always maintain raw text backups to safeguard against data loss.
5. Content Distribution and Performance Analysis
• Use diverse platforms like social media, blogs, and email marketing for distribution.
• Regularly analyze content performance to refine strategies and understand audience preferences.
6. Video Coaching and Speaking Engagements
Video content is impactful—practice video coaching and recording sessions to refine your on-screen presence. Build a speaking engagement funnel to amplify your reach and credibility.
7. Time Management and Outsourcing
Maximize efficiency by outsourcing non-core tasks and leveraging AI for repetitive processes. Focus your time on strategy and creative endeavors.
Effective content production requires strategy, consistency, and innovation. By adopting the systems and tools discussed during the CEO Group Call, you can elevate your content game and achieve lasting results.
Are you ready to revolutionize your content production process? Start implementing these strategies today and watch your brand visibility soar!
Highlights:
00:00 Introduction to Content Production
00:37 The Importance of Content for Visibility and Credibility
02:26 Understanding the Content Production System
03:35 Setting Goals for Your Content
04:24 Choosing the Right Content Format
05:18 Building and Fine-Tuning Content Pillars
06:28 Generating Ideas for Content
07:29 Scripting and Production
08:31 Programming and Scheduling Content
10:17 Analyzing Content Performance
12:58 Q&A: Distribution Platforms and Time Management
16:46 Using AI Tools for Content Creation
18:52 Live Demonstration of Content Workflow
26:10 The Importance of Raw Text Backup
26:22 Utilizing AI for Podcast Management
27:44 Workflow and Production Process
28:21 ChatGPT Prompt for Content Creation
28:58 Video Editing and Transcription Tools
30:28 Content Planning and Brainstorming
32:20 Video Coaching and Recording Sessions
35:03 Leveraging AI for Personalized Content
39:17 Future of AI and SEO Strategies
41:32 Planning and Outsourcing for Efficiency
45:08 Building a Speaking Engagement Funnel
48:37 Final Q&A and Closing Remarks
Transcript:
[00:00:00] Content production is today's topic. We had already a conversation about video and video editing. Today, we are talking a little bit more broader, uh, around the whole process of content production because what I've seen is that some of you had still more detailed questions. So I thought we'll do a whole session around this and go more into details.
So we will look into why content and we look a tiny bit on the system and then the main part will be on the whole production flow and details. Of course, we can dive into details, answer questions in between. So why content? One of the whole parts when it comes to personal branding is credibility and visibility.
These are the two main drivers of, um, smaller businesses. So if we take, if, if we just purely focus on a business, if we have a good business, if we know what [00:01:00] we can deliver to our clients. Whatever business we are doing, it can be, uh, pruning trees and it can be consulting. It can be, you have a tech startup.
It doesn't matter if you have a company that delivers a service or a product, but nobody knows that you're existing. You don't, you don't have real business. Like you don't have a pipeline that is filled. You don't have, um, anyone else that is kind of reaching out to you because they don't know that you exist.
So that's a problem on the visibility side. Then the other part of that is you have a business that is extremely visible, but it's kind of not credible. So people are still not buying. And that's the same when we look into personal branding. So if you are credible, you can be the, I give you an example. I have talked to a highly profiled CEO of a very large company, [00:02:00] 350 million plus.
In revenue, and this person is super credible in what he has done over the last 30, 40 years in his career, but zero visibility. So if this CEO wants to get into the next step of his career, it's very difficult for him in the new environment because he is not visible. So credibility and visibility. One of the things when we look into a digital omnipresent ecosystem, it only goes through content.
Like being visible in the internet is the way for us to be more seen and be more visible and highlighting the credibility that we bring with what we are doing. And that's part of the whole system. So when we look into the system, I've talked about this a couple of times already. We start from the brand, bring this into the hub, create content that we integrate into the hub, and then distribute it into the world.
And [00:03:00] then. Get the business from that. And this is more from a flow perspective. Um, we start with video that's at least in this example can be any content, but video is the key part we, because we are creating something that, where we have like pillar content that goes into the hub and then goes into social media.
And then we drag the social media, the attention. and the people back into our hub, which is the website. And then we are, we're getting the leads from that. So that's just from a flow perspective. If we look into production, so production, it all starts with the goal. What do we want to achieve with the content that we are producing?
I have seen this a lot that people struggle with that because they have Started to create content, but without any goal. So it's all starts with what do you want to achieve with your content? Is it [00:04:00] building your brand or is it generating lead or is it a combination or is it something completely different?
Like you can, um, focus on entertaining and you can do other things in the internet and have different goals with that. So it's, it's just the starting point is understanding clearly what is our content and the goal with the content. The next part is the format, and I'm focusing here only on short form and long form.
Short form can be a text post on, um, let's say LinkedIn, or a photo post on Instagram, or a story on Instagram, or whatever on Twitter. Long form can be you are writing a long form article, um, you're sharing your doctor's thesis in an article format, you're writing a media article, you're writing a blog post, you're writing longer form content, or you do longer form podcasts, you do longer [00:05:00] form videos.
So that's more of the focus on the consumer. How much time do they spend to consume your content? So two different extremes and a lot of things in the middle, but it's, it really starts with goal, then format. And then you look into what you're producing. And now always go back to what are your content pillars?
What are the different things that you want to expose yourself, your business into the world? And that's this, I think for today, all of the things are business and personal brand, but I, of course, focus mainly on the personal aspects of this. So if we talk about the pillar contents, what are the different things and values you want to expose yourself?
With And that can be business topics, but can be as well completely other topics. And I, I always think in pillars because then you have a variety of topics, because if you only talk about one topic, it's very difficult, [00:06:00] um, for showing yourself to others. From different perspectives, what you can always do is building this brand pillars in a way, that's what we have started with most of you, at least to build this brand pillars in the way that they're under the, your total brand umbrella, and then still feed into the totality.
So that's, that's a key starting point, understanding your key content pillars. And then fine tuning them over time, but keeping them consistent. And then from that is starting ideating, like gathering ideas for all the different content pillar topics. So if the content pillar topic is, Let's say leadership.
What can you talk about leadership? What do you want to share about leadership? How can you educate about leadership? How can you inspire about leadership? If you want to talk about your business, what can you bring in from a business perspective that you can talk about that creates value? Brand recognition, brand value, but also shows you as, as an [00:07:00] expert in the industry about the topic that you talk about.
It can be case studies from previous work. It can be projects that you have delivered that you have done over the last 20 years, 10 years, five years, last 12 months, last four months, last weeks. Um, it can be always something that you can, um, ideate around and then bring the ideas back into a digestible format, long form or short form.
into, into content. And then from that, when we have the ideas, then we go into scripting and scripting can be for videos, but can be as well for other content forms. So when you're writing a blog post, then it's again, it's again, how do you use the hook story offer? And that's just one of the simplest frameworks when, when it comes to, um, social media content preparation.
How do you build that content and write this blog post so that you have a hook that drags people in, that you tell stories, and then you offer [00:08:00] advice and offer thought provoking topics inside of what you're sharing. From this, then we go into production. That's, we have already done two calls when we looked into videos.
Um, I think I don't need to go deeper into how to, how to, to write a blog post. Um, I think there are other people way better. Then I, in worst case, you can always use chat, GDP, or any other AI to help you with writing. At least that's what I do. Then the next part, when you have created the, the, the content, then it's about programming.
I always program things in advance because then you are off the pressure of creating something that needs to be posted today. I recommend at least posting one single piece on every platform per day, at least work days. more is often better. Um, like I do normally two posts per, [00:09:00] per platform every day. Um, and I've seen this working super well over the last years.
And sometimes I'm even doing three or four pieces of content. And of course all of the content is different. So it's not always the same and every day is something different. And that's what I have fine tuned for myself with this This pillar content strategy that I've described in the video call, where I go from creating videos, putting them into my podcast, and then from the podcast, I'm putting them into my website.
And then from the website, I'm building videos that I'm sharing on social media. But in the end, always go goes back to. to the hub, which is inside of the website. So this is just a content plan that you can create for yourself. What are the different platforms you use? What are the different things you want to post?
And then when you have this plan, either you do it straight away inside of a platform, like a technical, uh, platform where you can program the things and [00:10:00] they go out, or you log into every single. platform like LinkedIn, Instagram, TikTok, wherever you want to post, and then you program it in this tools. I think all of them have already programming functionality inside.
It's just that you need to duplicate them, the things. And then when you have posted, then the next thing is analyzing. Analyzing for me goes back to the goal. So I always focus mainly on the top part here. I focus on business leads. That's my number one priority. So I'm doing social media because. I, in the end, I want to generate business leads for me and my businesses.
That's why I'm doing this. And that doesn't mean that I'm only posting things that go towards business. But for example, when I want to get a speaking engagement, um, I'm showing myself from different facets inside of the internet and in social media. And I often [00:11:00] get speaking engagement requests on different topics.
Um, then I'm talking about every day, like personal branding. I talk quite a bit about in social media, but I'm not always getting speaking engagements from that side. I have had social media, not social media, sustainability speaking engagements because I did the 24 hour walk and I was talking about the 24 hour walk inside of social media.
And that came from, from LinkedIn as an example. So I'm always looking into and tracking. business leads. So when I get a lead from, let's say a call or I get an outreach from the internet, I'm always asking them and qualifying where do they come from so that I can look back to that I've attracted them from social media or from my website.
And of course, when you have a website, then you can look into all details of the statistics. You can see where they come from. Um, which different geographies, how old they are, depending on, on the [00:12:00] setup you have. And then the obvious one is more of the engagement likes comments, um, on the different platforms.
Obviously you can see that, but I often don't focus too much on that because for me, the upper part is way more important and that's a bit the difference between an influencer and a thought leader. A thought leader is more interested in driving the impact, which is business leads, websites, Um, speaking engagements, helping other people and engagement or the, the, the other direction from, uh, blanking from, from like an, um, a person that is just dancing on TikTok.
If we take that extreme, they're more into the engagement and gaining, gaining from that.
That's it. From my side questions. I have two [00:13:00] questions. Um, how much time you invest daily in uploading and do you upload them on every single platform or do you use distribution apps? I have a distribution platform. That's the, that, that was the biggest game changer for me in the beginning. When I did everything myself, I, I, I looked into 20, 000 different platforms and looked into.
Where can you do this most efficiently and post all the different things? And that was one of the biggest game changers because you can program it once and then you can change it even for the, for the different platforms. Like you, you do a picture post and you want the picture post to have different texts and all the different platforms.
You upload it only once. And then do you distribute it to all the different platforms? Is if you're interested, I can, I can share more details on the platform that I'm using now, um, because I have a possibility to give [00:14:00] like agency rights to, to you with the platform that I've purchased. It's ridiculous, expensive, on my side, , but they have like somehow a weird setup that I can give you like a super cheap price.
Affordable, not super cheap, but yeah, happy to share more on a one on one reach out to me if you're interested. Um, yeah, so I, I definitely do this in having a distribution platform where we work as a team. So I can see it, um, when someone else is like creating the post, then I get the approval rights. So they send it to me and then I approve and only then it will be published.
Because for me, at least, I want to have the last saying when things, especially when it comes to LinkedIn, like I don't want to, things that go on LinkedIn where it's like not, not where, something I don't like, let's say it like this. So I want to have the last set. I don't care too much on TikTok, but LinkedIn is very important to me.[00:15:00]
Um, then second question time for me in total, it's, I mean, I'm not uploading myself, but if you, if you take the approval into, into it, it's maybe three hours per month. And that's like two hours creation of content. And then it's one hour approval over the, over the weeks, but I always do this in bulk. So when I'm creating short form videos, I do the setup, I prepare everything, and then I'm recording for the whole month.
So it's like, in my case, it's 20 to 30 videos. And then it's one, one, one set, go done, finish. And then they go into production. So that's just for, for me, the most efficient version. In the beginning, I did it every day, but it's like you will, you will spend too much time. If you do it every day, it means you, you spend just one day per month for the whole day and then you, for you produce the with or the whole [00:16:00] Uh, yeah.
The videos and the. The text just once for a whole month. Yeah. It's okay. Yeah. It's even not a day in my case. In my case, it's like two hours, but the others do the work. So if I do everything myself, you deliver to this platform and they make for you. Yeah. No, it's my team. But if, if you, if you do everything yourself, you can, let's say if you including video editing, I would say you could do half an hour per day, you could manage.
Utilizing AI.
Which AI tools you use for editing? So for video editing, you mean? Yeah, I use Descript. [00:17:00] So that's an AI based tool. Which, which one? Could you write it down? Descript. Descript. Yeah.
I can't say, I tried using Descript compared to using, um, um, uh, Apple Live Video and it's so much better, right? I think the, the fact you can, um, use the, you've actually got control of the text. It's, um, it's, it's still, there's a bit of a learning curve, but it's so much, it's so much easier to use than, um, something that you don't have access to the, uh, text on.
Yeah. Especially if you're not like a professional video editor, of course they, they, they will tell you it's like, that's the worst thing you can do, but they are, that's their job for me. It's like, I create content that's good enough. Yeah. Descript was another big game changer when they came out, when it comes to videos, the benefit maybe, maybe to, [00:18:00] to give you as well, a little bit more perspective.
So what, what we do is we create the videos, we transcribe the videos and then use AI and so on to produce, um, summaries of the videos, blog posts of the videos and social media posts of the videos. So that's, that's why it's like all of this small steps, if you're really in the details interest, I can show you a rundown of that exact process.
We can even do it today in the call, we still have time. This will be great. Yeah, I would say as well. Yeah, just do it. Yeah.
Let me, I'll, I'll show you the, my
daughter is crying in the background. I hope you, she needs to go into the shower and don't want [00:19:00] to let me, I will show you my whole screen. That's the easiest. Can you see,
can you see my folder structure? Yes. Yeah. So this, this are my podcast folders. So. And, uh, like my short form videos. So it all starts with the short form video. If we just look at the short form video.
So this is the short form video. I'm not playing it now. And this was edited by, by a team member. So I didn't edit this, but in the end it's, it's always the same process. If we go into Descript,
I will show you, let's use. Let's use this as, no, let's use me as an example.[00:20:00]
You my daughter, or not too loud. No, no. Good. Then we, she's not canceling. What, so what we do, this is the example of, of, of one of the videos. So we have this. inside of Descript, which means we have the text here. Then we are exporting, um, the, the video version and the transcript, and that goes into this folder.
So the video you have seen already, then we do the transcript as a, as a pure text version. And what we are editing is, or adding is the, the, the time codes is not much helpful in a short form video, but we still do it. So, and then We're using this to, in a text document. So one of the things that I have built over the years is a, is a structure that I can copy paste.
So it's the, the [00:21:00] title it's, um, this doesn't matter right now. It's Twitter. It's this doesn't matter as well, but it's done. So that's the content. So that's the social media post with the hashtags. This is the SEO content for the website, and then this is the blog post article. So this, we can look at this live, three, five, nine is the episode.
If we go into my website
and go into the podcast, What was it? Three, five, nine. Right? Yeah. So this, this is the, this is the podcast episode. So that's the headline. That's the thumbnail to it. That's the SEO description. This [00:22:00] is the links to all the different podcast platforms. That's the video. This is then again, the headline. This is the, um, summary of it, like blog post.
Then what we have the highlights and then links to different things and then transcript, which is, I mean, it's 60 second video is not much. So that's how this thing ends, ends up. And then what we do, we, we go into, let me change here. We go into this platform where we are then posting this. So when, when we go into this platform, we say, create post, and then we can select all the different social media accounts from myself.
And then let's say select this, this, and then we just upload the, the picture, upload the text. So you see here when I'm writing something, then it's coming up here and you can see how [00:23:00] this looks on LinkedIn, how this looks on Instagram, um, Facebook and, or like TikTok. I have my business profiles here as well, like my company profiles in this as well.
And then I'm, I can say, okay, post this. But schedule it for whenever or send it for post approval. So when I, I want to send it for post approval, then I select a team member in this case, who can then approve it. In my case, I'm the approver most of the times. So that's from a very, very simple throw in the end.
Well, what we have found out for us is, is building this folder structure and then really using the same process for all of them. So if we just go into any of the others, it's always the same. So we have the video, that's the MP4, we have the, the text file, and then we have the thumbnails, which is just the picture in two [00:24:00] different formats,
and then it's the, the base, base transcript.
So with, with this, we are producing then two different, Posts. If we just go to my LinkedIn, I can show it.
If we go to my LinkedIn, this is how it looks.
So we have two posts per day that go out automatically. One is the video post. That's this one. So where you see here, the text, um, this is a little bit longer version in the moment because we're testing something. And then we have the text here and then we have the photo text, obviously different timing, and this is a different content.
So this is [00:25:00] not the photo version of the text. of this video that came out today. So it's, it's two different. So it's not the same episode in the same day. We have like a system built out where we say we post this a week later. Does it make sense?
How is, is your, or how is, do you have a Slack channel or how do the people know that it's done everything in the right order? When, how can you approve them? How you can check what's the state? That's all here. In this, in this tool. Okay.
So that's, that's all here.
Okay. And second thing, what I don't really get is like, why do you make first like a Google Docs or [00:26:00] something with all the different contents and not just uploading them or this, is this platform, um, normal for this platform? No, this, this works. It, it would work. But I want to have the raw text. So this is, this is my, my folder structure that I have in Dropbox.
So now think about it in, in five years. I can, I can have an AI and tell, tell the ai, Hey, these are all my, my podcast episodes. Learn from it. It's, I'm just nerd when it comes to these things. 'cause I have all of this, the same for my long form from podcast for all the videos as well for my clients. Like, we have the same here.
It's, it's, it is just, I want to have always the source material of everything inside of a cloud that I can use. 'cause if I'm just posting it, then it's gone. Let's say I don't [00:27:00] want to have the subscription of this tool anymore, then it's gone, even if I have it in my website. But I just want to have the double version so that I, if something happens, then I want to have the backup and the backup is in my, let's say Dropbox and that's hopefully backed up.
I have the same here with all my other podcast episodes, which is like an interview podcast. And you have now like five terabyte or how much more, but I mean, this is, this are like one hour podcast episodes here. You see, it's like, it's quite a lot.
Yeah, so that's, that's, that's how we do it is production and then putting it into the workflow and then really taking it one step by step forward. But then the base version is you record, you added the video, you transcribe [00:28:00] the video, then you use the transcript. I haven't shown that one. I can maybe just show, show this just for fun.
Um,
let me just give you a detailed example again. So what, what we have here, I haven't shown this. That's my secret. So this is the chat GTP prompt.
So I, I happy to share it with you in detail. So what, what, what we have, what I have programmed is the chat GTP prompt, and then I only need to add this. That's the episode name and that's the transcript. And then it's producing this, this whole thing in once this,
so that's, that's how you can then utilize AI to, to help you with this stuff. Which tool do you [00:29:00] use to, to, um, you have a video to extract the text? It's in the video editing. It's in the video editing platform. DS script. Can you send the link? Yeah, I can send you my affiliate link. , no, just Google Ds script.
Uh uh So could you also show us the, your start point, your search video? You mean the, the big, the, the first one? How, how, what do you mean? How do you start? I mean, you mean the table or yeah. Yeah. How, how you, how you program yourself? I mean, your content, do you have a program program for one mount or how you program your, your, your, you know, your, yeah, the content of your, your, uh, videos, do you program it or do you plan it for one mount or for one year and you're going [00:30:00] then monthly?
How is it?
So we have, uh, where is it
on one?
So this is my content machine. This is the thing I wanted to show. So I have my pillars here, and then I, this is, this is the, the script. So this is like one week. This is another week. This is another week. If you, if we scroll down, this is like my brainstorming.
So the brainstorming is not that I'm sitting down and brainstorm. [00:31:00] I just live my life and drop in things here. And I have another one in my phone and another one here. So whenever I have a good idea, I just write it down in the place and then I compile everything into this. You're writing this, this table every day.
Yeah, I filmed the other day. Yeah, so whenever I have an idea, it can be two days nothing and then one day five, whatever it is. Because then I can go back when I'm starting recording and then I say, okay, I will do like four weeks. So this is one, two, three, four, five, six, seven, eight, nine, ten. 9, 10, 10 weeks already, 11 weeks, 12 of ideas, of course, and then you just need to bring it into this.
And I don't do this anymore because I have done it a couple of thousand times now. So I don't write the script anymore. I just take this. [00:32:00] I take this and then I know what I want to talk.
What we can do, I have, I'm doing this with Felix, I think next Saturday. Which I do with a lot of my clients now as well, the video recording with me, like we set up a room in your space that, and then kind of like a zoom call where I see you and you talk to me while we, while you record the videos, we, we use a platform for that so that you, you get the highest quality videos, but it's literally, I can tell you like move the camera like this because I see exactly the camera.
And then it's like, it's like video coaching life, but it's like, no, do the hook again. It is not clear. Okay. You have rambled too long. Take this out. That let's, let's [00:33:00] start all over again. Because if like I have a session like this tonight with my client in San Francisco, so we do one and a half hours, first half hours video prep and then video recording.
So I'm just sitting here and talking to him and he's, he's then, uh, speaking the text into the videos. Happy to do that. If anyone is interested as well. That helps sometimes. And of course we can do it next weekend as well. We can do a couple of videos. We should anyhow. But it's more from a setup perspective.
That sometimes helps. Especially when you start out and brings more confident because what the feedback I always get when I do this with someone They they say it's like not talking to me because you're always critical with yourself when you do videos Uh, except you're already [00:34:00] like I am I don't care anymore But especially like the first like couple of months you're very very critical No, I can't use that but you don't know how how easy you can cut things out as well so As, as more you keep on talking, as easier it is, just keep on talking and then cut out what doesn't fit.
But you're in the flow. And that's something you, it's easier when you see me doing like this, then you just keep on talking. And if not, if you would be alone and you would stop, so it's just to get this feedback from me or, or it's like go a little back or move your arms more or whatever it is. We can easily do something, um, in Switzerland when I'm coming, but if any one of you wants to do a session on that.
We can do that takes an hour, especially if you're prepared with the content.
Any more questions?[00:35:00]
The, so the chat GPT prompt that you were mentioning, so that, so you basically take one, one input and then that gives you the, the text, the, basically the text that you want to speak as well as the summary and the, and the SEO prompts. Okay, cool. Yeah. Can you, uh, are you going to share that? Cause that'd be, that'd be, that'd be really useful, please.
Thanks. I need to do some, I'm going to do some recordings tomorrow. So, um, yeah, it's first I did all of them separately, but now ChetGDP is so well, well, fine tuned already, because I'm doing this since like, I don't know, two years and ChetGDP was not that good at that time. We still check, of course, the text is not that we take it straight away from ChetGDP and post, but it does 90 percent of the work.
That's the good thing.
Yeah. And then you make it yourself and it's, you get a good feel for your, um, your, your, your experience in it as well as [00:36:00] the, um, the AI stuff. Yeah. The, the good thing is when you, when you, when you use the same chat inside of chat GTP, you can train it to, to speak like you, like, Yeah, it works. So even you can do this now because I have trained it so much.
You can ask, can you write in the tone of voice of Jens? Yeah, try it. It works. It's nuts, but it really works. So if you use the same chat with memory function inside of chat TTP, then you can really do that. And then it's re remembering all of all of the things. So it's, it's quite easy. Yeah. No, happy to share that.
Shall I share it now here in the chat? Then you have it. Okay. Yeah, that'd be really useful. Thanks. This, I mean, this is of course the example from me now for the short form podcast. Move it in here. Too big. [00:37:00] Let me create quicker text document and I can share that with everyone.
Sure. Any other questions?
One a little bit off topic, just about this next call that is on tonight. Yes. So quickly, what it's about is get booked for keynotes. Yeah. So I have two, um, communities, this community and the big community with 640 something people. So with the, with, and that's the free community. So I do a call in, in that one as well.
Monday. So I [00:38:00] was just thinking that maybe if any one of you is interested to join, like Felix was joining a couple of times already, Frank is joining all the time. So it's just an additional value that if you want, you can join, but it's no must.
Jens, I asked chat GPT if it could make a text like in your way. And I put it in the chat. Is this accurate? I don't know.
That's cool.
Brilliant. It fits.
Well done. You influenced ChatGTP. And ChatGTP is just one of the examples. In the end, they're, they're working all the same. So it's [00:39:00] all large language models. So they're just using the internet as training data. And if you are in the internet, and use these tools, then it's automatically getting to know you.
My prediction is just that it's going to be the future. Like Google most probably will be also giving you the answers in the future, not just links. Maybe slightly different than ChatGDP, but in the end, it's It's all AI based in the future. That's what I'm guessing. Search.
There was a cool article the other day. I need to find it and share it with you. So they looked into, um, company recommendation on different topics. So they, they used ChatGTP and all the other AIs. To, to see which companies they're on a local level recommending to certain things. And what they have found out is that in the end it goes back to SEO [00:40:00] strategy.
So if you have a proper SEO strategy for your company or your websites, then ChatGTP is more likely or the other AIs as well, because they're all trained on, on the internet.
The cool thing for those of you that have a YouTube channel, YouTube has now implemented as well, that you can give the content that you're producing on, on YouTube free to to train AI engines. You can even select which AI they can use to train it. How can we do this inside of the settings of your YouTube channel so you can allow it to, to be trained for ai?
I have, I've selected all my channels to, to allow it because it's more there's anyhow public like YouTube videos, everyone can see it. So why not utilizing the power? I made a [00:41:00] test, uh, chat GPT knows even me already from the couple hundred videos. Yeah. It's amazing. Good. Any more questions?
Next, next week. I have no topic yet. Any, anything you're super interested. One topic I will definitely go into. Is planning for the year so that we have a bit more understanding and planning more meetups so that we can plan that. But what for me was that you, uh, you and the friend brought me up to hire a executional assistant.
And for me, it was a life changing. No, it is, it is still is. I'm still learning. I'm, I'm still doing too, too much by myself, but it's still a beginning. I think maybe it would make sense. Like how do you outsource or how do you leverage your time? [00:42:00] This topic, maybe it's interesting. And also how you plan for this year.
You know, plan. Yeah. But it's the same time. I mean, the time plan one. Yeah. Topic. Maybe it fits better when we meet in person, but what be would be interesting. How do you make your day or, um, yeah, like what is your structure? What is important for you? Like first hours just calming down or planning the day, or how do you, how does your perfect week look like?
I think we can learn a lot from you, but I don't know if the others are also interested as me.
Yeah, I can, we, we can weave that in. I, this don't need to be the, the, the center because the key part is we need to get you now [00:43:00] all towards website published content is going to be produced. And, and then we need to look into how do we build your, which we are going to do next weekend as well, the, the speaking keynote funnel, which is same to business funnel is for me.
It's, it's almost the same process of how do you get business leads? Um, it's just different focus.
And then we need to, like, like Sarah and you said, we need to reach out to startup nights for getting us on stage this year. Of course. You're supposed to be there. Maybe we should invite them for next weekend. That's a good idea. Maybe a little bit short, but try it. Next time we can prepare it. Good. When is next time?
I [00:44:00] mean, next, I don't know, April, May. I need to plan. I'm busy as well. I'm doing a marathon or a triple marathon, 100 kilometers. I'm sorry for that. Yeah, not everyone needs to be that crazy now, but I will, I will put the plan together for next week so that we can align so that we have long term planning as well with families and so on.
Not everyone is that flexible. I get that. Good. So you book strategy calls with me if, if you need more help website, SNA and I have worked a lot on her website the last weeks. Um, happy to help on other topics as well. So if you need one-on-one support, let me know. We, we can look. Goal, goal is really position you and your business with that of course, so that you can increase.[00:45:00]
lead generation, but as well as speaking engagements. The speaking engagement is an easy one for all of you to get. How, how much time you would expect for our stage to get the first speaking engagement? Three months, six months? Can be next week. Really depends. I mean, right now you haven't done anything that goes into that direction.
So it's more, we, maybe if you're interested, we can use Hosna as a, because I have, we have talked so much the last couple of days. Maybe we can use you as the guinea pig to show your website and show how we can build the speaking funnel for you. Yeah. Yes. We have spent a lot of fine tuning and you have, you have done already some keynotes lectures and so on.
So that's an easy way to show it. Yeah. We can make it.[00:46:00]
Good. I will, I will put that in as well, but like speaking for free, you can do in the next couple of weeks, just reaching out to different events. For free is easy. The paid one is not that easy. You, you always start free. When the people realize you're good, they will hire you. Exactly. That's a good point.
Yeah, that'd be, that'd be great in the next couple of weeks if we can do something on how to identify those types of, how to identify what's out there, where, where to, um, Yes. In the end, it's a, it's a funnel and I can show you the exact structure of how we do it as well. Like, how do you find the right events?
How do you reach out and then go from there? What, what is the goal? Or I mean, you go to events when you know they bring you closer to your goal. What is your goal when you reach out to events? It really [00:47:00] depends. So for me, it's either getting closer to the people that are in the room. Or getting videos, which is me being on stage, getting clients, building my brand, building connections.
It really, really depends on the event as well. And sometimes it's doing a favor for a friend who is the organizer. But still, I always try to get at least social media content out of it. So the best is always, and Hosna has done that in the past as well, like just the photos you had and a couple of videos.
This is a game changer. If you can show yourself on stage speaking, people will see that. Yeah, but with the choice, with the choice of, uh, gems, I mean, with the taste of gems. You mean the photos? Yeah, the photos and also, you know, yeah, because, you know, when you, when you have, I have a lot of photos and I didn't know [00:48:00] if, if, if, uh, they are, they are good or not.
Osna is You just give me You just, you just just give me some feedback. No, it's, it's just, because I look at it from a, from a, from an outside perspective. I see it's like, how do people see that are booking people for speakers? How do, how do people see that? Exactly. I mean that, this, this viewpoint, we need this viewpoint.
We can explain it based on, on your case. Sure. Yeah. Good. I need to get ready for the next call in five minutes. See you next, next Monday. If there's anything in between, reach out. Super. Thanks. Have a nice week. Cheers. Bye bye.
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Transcript:
Personal development masterclass. One of the topics that's dear to my heart, because of what I have seen over the last 15 years is that personal development is quite seldom in organizations. It's not really taken, uh, in a proper way, at least in my eyes. So that's why I'm really keen on sharing this today.
So we have two. main perspectives. One or two topics for today. One is personal development talk versus performance evaluation. And then we do a deep dive into how I'm doing personal development talks. And then we do questions in the end. Personal development. So we have one part, which is the personal development talk, and then we have the performance evaluation.
And a lot of organizations, focus on performance evaluation. And the difference between those two is that the performance evaluation, the main part they are focusing on, or the main source of that is the company. So the company is on the top. And from there, it goes into, the individuals and the different tasks that need to be done to accomplish what's happening in the company, what is required to do to be done in the company.
And the individual that is doing the task is the last point. And then inside of the performance evaluation, you're looking backward. So you look, how did this person perform in the past? The development talk is the opposite. So the most important part of the. Development talk is the future. Where does the person want to be in the future?
And it has nothing to do with the outcome of the company or where the company wants to be. The goal of this is, and why, why do this personal development talk? I believe that if we are developing people in organizations beyond what the organization needs, they will contribute more to the company. They will contribute better.
So the goal of what I'm doing with development talks is finding out what the people desire and going deeper into that. And we will have a look at that in the next couple of slides. And then look, what are the different tasks of the organizations that fit the person and what the person wants to be. And then you marry these two things.
And then it works as well from a performance evaluation perspective. So that's my perspective on development talk and performance evaluation. Let's go into personal development talk a couple of, I think it's almost two years ago or something. I've developed this in as, as a worksheet. So if anyone is interested in getting this worksheet as a PDF.
Happy to share that. So, the starting point of a development talk is really a setup of the atmosphere and the place. So you are going to do a development talk with another person. So you are the manager and the, the other person is like reporting to you and then you're meeting up. So what you need to make sure of is that you have, an appropriate place.
The best case is always doing this outside of the office environment in a. In a place where people feel well, the atmosphere is super important. The time of the day is important, not doing it on Friday afternoon, for example, when people want to go on the weekend, of course, you need to be aware of your relationship with the other person, depending on how deep your relationship is.
You of course have then a perspective on how deep you can go. And how much that is. And then what is important as well is that you put the note-taking responsibility to the person that is inside the room or is working with you. So me as a leader, I always give the note taking responsibility for the other person because then you see what they understand and what they get out of that.
And then I always do as well. A version in front of us so that people understand this. So printing out this worksheet as an example, if you do that in a physical space, then you print it out and then you go into the development talk. And the starting point of the development talk goes really wide.
Looking into what's the personal vision like. I always ask these as open questions without showing them the worksheet in the beginning. Who do you want to be? And that's very, very, very wide. Like, who do you want to be? What does it mean? Some people who have never had a conversation like this, struggle with this.
So they start with, yeah, I want to be a manager. I want to be something specific. So they go very, very, very specific and they don't really look into the future. So the first round of this, I just, Help them to find out who they want to be and they write down, they write down a manager. I want to be a good father.
I want to be whatever they come up with. And then I go to the next question and I show them the next question, not before. So why do you want to be that person? So then they're reflecting on the answers they have given and then they go back and refine who they want to go to be. And that's an interesting process because what.
You as the manager that is holding this development talk are doing, you're literally shutting up and just asking open questions to tell me more. How, how does that feel? What does that look like? What would that look like in the future? So you only ask open ended question when that gets the person talking and reflecting.
So if you're saying this, what does it mean? So, and then they're explaining, explaining, and they go in a loop between who am I going to be? And why do I want to be that person? So until they have clarity, and the first loop is always. The starting point where they don't know what's going to come, then who am I going to be?
They come up with high-level topics and then they go, Why do I want to be that person? Then they go back to Who am I going to be? And then they go deeper. And I always then give them a perspective. Okay, think about five years, 10 years from now, who do you want to be? And then they go more particular in all of these things.
And then we go, we don't close this, we keep it, we put it aside. And then we go to the next sheet, which is a personal development map. So I want them again to reflect on certain questions. And it doesn't matter in the order, I just take them clockwise right now. But it's really going and answering the specific questions.
What do I want to learn? So you're asking this, the person that is in front of you. So what do you want to learn to be that person? So linking it back to that person of the future. And then you're asking, what do you want to improve? And then they come up with things. So it's, it's like writing down the, all the different topics and then what do I want to leave behind?
And then they come back with topics that they want to leave behind. Another question is what excites you? Yeah. And then going deeper into this, who is important to them? And then what is important to them? And when you have done this circle, you go around it and they were deeper in this topic.
What quite often happens then if you ask them, so how, if we go back to the other one, is that still the same thing you want to be? Because they have now clarified what they want to be. and answer the question, they go back to this one and then clarify, no, no, no, I want to be this, I want to be this. What I always ask them, in this part is to paint a picture.
So when, when we have finished with this one, I go back to this one. And say, from a personal vision perspective, imagine a picture and describe the picture that you see on the wall. And then they describe to me who they want to be and who they are going to strive to be inside of a picture and explain everything that is around them.
I've had, for example, a person that told me where they are going to live, what, how it feels, um, in this picture, where the kids in this picture, where the wife or husband and, and going really into details and then linking this to. A job perspective as well, because in the end, we are at least this part is in a job environment.
So they are linking that to the job environment of who they're going to be working with as well. So these two are super powerful. And then you go into the next step, which is a goal perspective. So it starts with the staircase. So in the top right corner, we have what is the goal. And the starting point is really, um, defining that goal.
So if you want to be this person in five years, what is the goal for the next year for you to be very specific? And of course, you can do smart goal setting and all of that, but it's in the end, What does feel right for that person? What is the development goal they want to reach in one year from now?
And then they formulate that goal. And then you go to the bottom of this page where you look into where do you stand today on a scale from one to 10. So they're rating themselves on how close are they to that goal. If they're close, then they're at 10 or 9. If they're far away, then they're at 1. And what always happens is they're somewhere in between, obviously.
So when they have rated that, then you look into what are the things that get you closer to that goal, meaning moving your scale from 5 to 10. And that's what they are writing down above the stairs. So, above the stairs are the things that are getting them closer to their goal. And then they're defining this in bullet points and formulating that out.
And [you do that obviously all in a conversation. You ask the person who is doing the development talk, you are asking them questions to get them moving. You're asking them clarifying questions about the topics that are put, into the sheet. And then the next part is, what are the things that getting you further away from that goal?
So downstairs, if you think at it from a staircase perspective, and then they're writing these things down and then they have a clear picture of a goal staircase where they, they know they want, where they want to be linking that to the vision that's five years from now and the goal picture, and then they rate themselves.
And have then clear understanding of that are the things I need to do to get to my goal and that are the things I should not be doing. And then the last step of the development talk is getting specific. So now we zoom into one year and actionable goals that help them or tasks that get them towards the one-year perspective.
So what are the things they're going to do? When are they going to do this? What do they need to make happen to be able to do this? What are the things they need help with and how I'm, how they going to measure them? So it's a very, very simple setup where they write down literally the different steps that help them to get there.
And they're putting measurable goals towards the goal. And this is roughly. I would say one and a half hours, even if we go through this right now in a theoretical setting in, let's say 15 minutes in a real conversation, in a coaching style, where you ask the manager or coach the other person to find out what they are desiring and where they want to be.
It takes roughly one and a half hours if you do that well, sometimes it's faster depending on the relationship as well. The fascinating thing with this is it has zero to do with the company you work in and one hundred percent to do with who they want to be. And as well as zero to do with you as their manager, if you're their manager, like your perspective, your opinion on anything of that.
Um, just to give you a couple of examples, I've had people that told me that they want to be. building their own company in the next five years and they worked in the company and I was their manager they told me because they trusted me that they wanted to build their own company and we built a plan for how they were going to build their own company and I've had situations where people told me that they want to get married in the next five years and then we built a plan to get them towards marriage getting married and looked into how that does that work with the career perspective same with kids and all the other things so this is a development tool you That I use with everyone that is working with me over time because I believe that as further we as managers and organizations help people to develop as better it is.