0:00

Welcome back to turning the Table. We've

0:02

got another great show, episode

0:04

1 41 this week. I

0:06

get the chance to chat with. A guy that

0:08

I've been following for a couple of years

0:10

here on multiple social channels.

0:13

His name's Sean Walsh. You've probably

0:15

heard of him. He's from Cali Barbecue

0:18

Media somewhere in California

0:20

I think, obviously. We're gonna have a

0:22

good chat today about the digitization of the restaurant. Industry,

0:26

what's coming for the next year or two things to

0:28

think about and a few things to implement

0:30

in the restaurant this weekend. So

0:33

we're gonna bring him on. And

0:35

looking forward to having some good discussion

0:37

about where we're headed. Welcome

0:41

to Turning the Table, the Most Progressive Weekly

0:43

podcast for today's food and beverage industry,

0:46

featuring staff centric operating solutions

0:48

for restaurants in the hashtag new

0:50

hospitality culture. Join Jim Taylor of

0:52

Benchmark 60 and Adam Lamb as

0:55

they turn the tables on the prevailing operating

0:57

assumptions of running a Rick's local digital marketing

0:59

push button. Easy for anyone. Empower

1:01

your franchises with programs that automatically optimize

1:04

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1:06

Google, Facebook, Instagram, and TikTok.

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All from one, easy to use collaborative marketing

1:10

platform. To find out more, go to turning

1:12

the table podcast.com/e

1:15

vocalize. Sean,

1:20

how you doing? Thank

1:22

you for joining us. Thank you for having me.

1:24

How's the morning going? It's amazing. Are

1:27

you okay, so Cali

1:30

Barbecue, you're in San Diego, right? Yes.

1:32

But right now it looks like you're in New York. My podcast studio.

1:35

I am in San Diego, but

1:37

right now it looks like you're in New York in the background. Yeah.

1:41

all over the country. And next week you're in Chicago?

1:44

Or this actually tomorrow. Tomorrow.

1:47

Tomorrow I'll be flying National Restaurant

1:49

Association Show. I've

1:52

never had the chance to attend. Obviously I'm

1:54

the guy up here in Canada, so we go to the

1:56

Toronto show, but I need to get to the NRA

1:58

next year. But tell

2:00

us about what, what's that experience gonna be like? So

2:03

there's gonna be over 51,000 people, hospitality

2:06

professionals from all over the globe, 112

2:09

countries, and I

2:11

believe 11 football fields of

2:13

vendors. So if

2:15

you sell something, if you have a product or

2:18

a service, Anywhere in the hospitality

2:20

or hospitality adjacent and you wanna get

2:22

in front of restaurant owners. This

2:24

is the Super Bowl. It's the Super Bowl of

2:26

restaurant shows and I was fortunate

2:29

to go there and speak last year and create a

2:31

bunch of content. And this year

2:33

we've got a lot of partners. We

2:35

went from two, two

2:37

partners at the show last year to, I

2:39

believe we have 14 different places we're

2:41

gonna be going and creating

2:44

some. Podcast content, blog

2:46

content, TikTok content, LinkedIn,

2:48

Instagram, you name it. A

2:51

lot of these companies spend a lot of money to go

2:53

to the show. And not everyone is able

2:56

like you said, you're not able, schedules,

2:58

conflict and yeah. The beautiful thing about content

3:00

is if you get. Great people together

3:03

in one place. If you have a

3:05

video to record it and you're able

3:07

to publish that, then someone might be able to go,

3:10

Hey, that was important. Maybe that piece of

3:12

technology can transform my restaurant. That's

3:16

a beautiful world that we live in. Yep. I

3:18

know that I'm gonna do everything I can

3:20

to consume as much of that content as

3:22

possible. There'll be plenty Yeah. I I

3:25

think me and Kyle and Sarah together we'll

3:27

be, yeah I've

3:30

gotta have a lot of cell phone charge

3:32

and make sure we've got enough memory for

3:35

all the stuff we're gonna be doing

3:37

there. and because you film most of it on your phone,

3:39

right? So I have a media team

3:42

rising Tides Creative Aaron Roberts.

3:44

He's anytime that I'm doing like

3:46

a full activation for one

3:49

of my interviews for entrepreneur.com for

3:51

restaurant influencers I'll

3:53

have my camera team with me. But

3:56

what I teach, anybody that's

3:58

watching is don't look

4:01

at that. that is

4:03

where you want to get to. But where do

4:05

you start? You start with the thing that you have in

4:07

your pocket, and that is your smartphone. So

4:10

you don't need an iPhone. It can be an Android, but

4:12

everyone has the internet on their phone and everyone has

4:14

the camera app. You don't need permission

4:17

to become your own media company. What

4:19

I learned early on is that no one was coming to

4:21

tell my story. If

4:24

you realize that when you go on

4:27

LinkedIn and you're scrolling and content

4:30

about your industry or your profession or

4:32

your career, you the

4:34

person that's watching right now on

4:36

LinkedIn or on YouTube or on Facebook, you

4:40

have a unique position and you have a unique

4:42

voice. And the only way that you get better

4:44

at sharing that voice is through publishing.

4:47

And publishing is a scary thing to do. It

4:49

is. It was scary for me. I know it was scary

4:51

for you. Any podcaster out there will tell you.

4:55

Most people stop podcasting after 10

4:57

episodes. They call it pod

4:59

fade. But someone like you

5:02

you've put the work in and you know that.

5:04

Every day is an uncomfortable day. You

5:07

have to build the habit. You have to build the habit

5:09

of publishing content on the internet,

5:12

but understanding that if you do, you

5:14

never know who's watching. You don't need to have hundreds

5:16

of views, thousands of views, hundreds of thousands

5:18

of views you need. One person takes one. takes

5:21

one. That's that one investor, that's that one

5:24

business partner. That's that one vendor that you've

5:26

been trying to get in front of. It's that one executive

5:28

you're trying to bring to your team if they

5:30

see your content, follow your content to

5:33

be game changing for your business. So what

5:35

do you the sort of, the theme of

5:37

our discussion today was gonna be based around

5:39

the digitization of the industry,

5:41

the restaurant industry. Sure. But.

5:45

I am curious what you say about, okay, I'm

5:47

a small multi-unit restaurant

5:50

operator. I own two restaurants in middle

5:52

America or in a medium

5:54

marketing in the Canadian. Market.

5:58

So telling your story, telling

6:00

what do you, what are you telling people to do specifically?

6:03

Or is it take pictures of food? Is it video

6:05

your team? Is it selfie type

6:07

stuff? Because I think a lot of people are wondering, they go, I

6:09

realize I need to do this, but I don't even know where to start.

6:12

So we're gonna start at the easiest place to

6:14

start, and that's right here. For

6:17

those of you listening on a podcast, I'm holding up my

6:19

iPhone and the reason why I'm holding up

6:21

my iPhone is because this is where the

6:24

four Cs. Converge. And

6:26

those four Cs are commerce, content,

6:30

communication, and community.

6:34

Commerce, content, communication,

6:36

and community. Every

6:38

single business, especially in the restaurant

6:41

business, we have to be focused on technology

6:43

that will help us with all of those things.

6:46

Yep. All of those things is the secret

6:48

sauce. That's the sauce that Amazon

6:50

puts out there. That's the Nike sauce,

6:52

that's the apple sauce. That is

6:54

the magic of how do you build a

6:57

business that can grow into the

6:59

future? And for us, when you think of

7:01

technology, restaurants,

7:04

if you don't have commerce, If

7:06

you don't think that you are an e-commerce company,

7:08

if you don't think about how do I sell something

7:10

online, that is immediately where

7:12

you have to start in your tech stack. So

7:14

if you don't have a point of sale

7:17

partner, that allows you to easily

7:19

sell things on your website, easily

7:22

sell things through a smartphone. Every

7:24

person that walks into any restaurant

7:26

has a point of sale in their pocket. Yeah. The

7:29

question is, if you are a restaurant and you own two

7:31

restaurants, 10 restaurants, 300 restaurants,

7:34

how easy is it for somebody to

7:36

order ahead of time? They literally

7:38

want to give you money. Who wants

7:41

to wait in line? I don't. No.

7:43

People don't even wanna go to the store anymore. No,

7:45

it's true. and especially

7:48

as a dad that has a a five-year-old

7:50

son and a three-year-old daughter, we are always

7:52

looking for the most convenient ways to

7:54

order from the places that we love You

7:56

know what's funny about that? My wife and

7:58

daughter and I, so I have an eight month old daughter, and we went out for

8:00

dinner the other day, and we immediately

8:03

did the, we couldn't order online in advance. Yep.

8:06

And so we sat down and the server came over and

8:08

we were almost frantic. We said, we're gonna order everything

8:10

right now. yes, we wanna

8:12

get in and out as fast as possible and still try

8:14

to enjoy a glass of wine while we do

8:16

it. But you're right, order in advance

8:19

that gets to the heart of the most important

8:22

thing that we can do in hospitality is give people

8:24

time and give them the option.

8:27

We talk about for our barbecue

8:29

business here in San Diego is slow food fast.

8:32

We have the craft of barbecue. Barbecue

8:35

takes time and it takes expertise.

8:37

It's taken us 15 years every single day.

8:39

We're learning how to make better brisket, better

8:42

ribs, better pork, better tri-tip,

8:44

better mac and cheese, better peach cobbler.

8:46

We have to do that really well, but

8:49

our job is to leverage technology into

8:51

our business so that I can use

8:53

a company like toast, our primary technology

8:55

partner to sell more barbecue

8:57

to more people. The easier I make

8:59

buying barbecue if I can get to the

9:01

Amazon of barbecue, where literally

9:04

people can just go and reorder

9:06

something that they've already ordered, come down

9:08

to the restaurant. It's ready for Jim and

9:10

his family right when you come to the window. Hey,

9:12

Jim, thanks for coming in. We appreciate you. You've,

9:15

we've already seen you three times this month. We really appreciate

9:17

it. Have a great rest of your time. Here's

9:19

some extra jalapeno barbecue sauce because

9:21

we know you love that so much. Yeah That's

9:24

the Oh shit. Experience. That's the

9:27

memorable moment. So what made you realize

9:29

the value of that? I

9:32

think it's just life, right? I

9:34

don't think the, for

9:37

me it's, I. I'm

9:39

so excited to have these conversations

9:41

with somebody that is a leader and

9:43

candidate. You're publishing content

9:45

on the internet. You are, you're an industry leader

9:48

all over the globe because you're willing to

9:50

be uncomfortable and share your thoughts

9:52

and expertise and have conversations. For

9:55

me, every business

9:57

has to be digital first. Sure. And especially

10:00

the brick and mortar businesses. We

10:02

are living at a crazy time where the internet

10:04

is young. We don't realize

10:06

how young the internet is. We're talking

10:08

30 years old. Yeah. But

10:10

we act like we've had it forever. Everything has

10:13

exponentially changed, especially in the last

10:15

15 years from when this first

10:17

device came out. This going from

10:19

Web 1.0 to Web 2.0. All

10:22

of a sudden all of these things have

10:24

changed our lives. I'm a media company. a

10:26

barbecue media company. Yeah. I literally

10:28

don't ask for permission to become a media company.

10:31

I just started publishing content and establishing

10:33

relationships, making a bunch of mistakes,

10:35

and then figuring out, Hey, nobody else

10:37

is doing this. Other people are tuning in

10:39

to podcasts, to clubhouse, to TikTok

10:41

videos and going, Hey, I have this

10:43

same problem in my restaurant. Yeah.

10:46

How did you solve it? If

10:48

I'm willing to do that day in, day

10:50

out, then all of a sudden you can build these connections

10:52

and then every business has to be in the

10:55

hospitality business. That's why I talk

10:57

about digital hospitality. It's not, has nothing

10:59

to do with my show. This is just a thesis of

11:01

life. Like literally, that's

11:03

what Amazon does. That's what all

11:06

of these great companies do, is that they understand

11:08

that. what we do as restaurant

11:10

owners in real life, making a magical moment,

11:12

making somebody feel special, turning

11:15

a stranger into a friend. How

11:17

do you do that online? You

11:19

do that online through communication. You

11:22

do that online through building loyalty, through

11:24

building community. If you're able to do

11:26

those things, I want to do more

11:28

business with you. And not only that, but

11:30

I want to go and tell everyone else about you. On

11:34

Instagram, on Facebook, on Yelp,

11:36

on Google. because I'm

11:38

so impressed with Jim and his restaurant and their restaurant

11:40

group and what they do, and I have to go tell my

11:43

local my kid's school, I've

11:45

gotta go tell the local little league. I've gotta go tell

11:47

everybody because I'm so impressed.

11:49

And all it is doing the little things. Yeah.

11:52

The little things that we already do really well. And

11:56

the th the thing that talking to

11:58

people, and you're right about showing up

12:00

in front of an audience every day, whether

12:02

it's like this with video, whether it's just in

12:04

text, whether it's, whatever it might be, and

12:06

your comment about the internet it's just starting

12:08

to get to a maturity point. Who knows where

12:10

it's gonna go, right? But I think whether

12:13

it's a, somebody like you or I that's trying to help

12:15

the industry move forward, whether it's a restaurant owner or operator,

12:19

whatever they might be imposter

12:21

syndrome is a big part of keeping people from

12:23

jumping in. and

12:26

that I'd never heard that term pod fade before.

12:29

I, I actually thought that it was less than 10

12:31

episodes was the average. But, so

12:33

if there's somebody who's listening right now, whether

12:35

it's on a podcast or they're live right now on

12:37

one of the channels and they're going, okay I

12:39

gotta get into this. I think the

12:41

advice would start with, your phone is really good. I think the

12:43

advice would be a media company in one

12:45

way or another. If not if,

12:48

maybe that's even gonna be what drives, do you know? How

12:50

do you know how to become a media company? You just

12:52

gotta start. it

12:54

start. It starts with you. Yeah. You have to

12:57

decide. It's the

12:59

same way you decide to be a runner. If you've never ran

13:01

before in your life, you're

13:03

not, I want to be a runner. I want to run, no,

13:06

I am a runner. I

13:08

am a media company. You don't need

13:10

to ask for permission, and most

13:12

importantly is you have to remove your ego. because

13:16

we all have subjective feelings

13:18

towards these platforms that don't

13:20

mean anything. We don't even know how

13:22

we, why we feel the way we feel about Facebook.

13:25

Why do we feel the way we feel about Twitter or

13:27

TikTok or podcasting or any

13:30

app that's on your phone? What

13:33

we do is we talk, it's just internet storytelling.

13:35

You already tell stories in real life,

13:38

phenomenal. You couldn't be where you are

13:40

in your career, in your business, in

13:43

your marriage, if you weren't great in real life.

13:46

But when it comes to talking to the internet, all

13:48

of a sudden you're worried. You're

13:50

worried that it's gonna be there forever, that you're

13:52

gonna lose your job, you're gonna lose your career, you're gonna lose

13:54

your marriage. You're gonna lose all the things that you've built.

13:57

Why? all you need to

13:59

do is publish. We're talking about documenting

14:02

what you do. Versus creating.

14:05

The problem that people have is they we

14:07

break it down to four P's. It's plan, produce,

14:11

publish, promote, recycle,

14:13

plan, produce, publish, promote.

14:16

everybody can come up with a plan of what

14:18

they want their personal brand to look like or

14:20

what they want their restaurant to look like. Producing

14:23

the content. That's hard to do. Yep.

14:26

But the real scary part is publishing.

14:29

That's shipping your work as Seth Godin

14:31

says, shipping your work. And

14:33

that's when, what if nobody cares? What

14:36

if I post this on LinkedIn and nobody likes

14:38

it? Yeah. Not even my employees.

14:42

Not even my best friend. And

14:44

I'm here to tell you, none of that matters. The

14:47

only thing that matters is the craft of

14:49

storytelling, the craft. You know what, I

14:51

think when I first started, and sorry to just chime

14:53

in on that's a an interesting point. When I first started

14:55

producing content, and I

14:58

don't produce nearly as much as you do, but

15:00

you're getting there. I'm working on it. But

15:02

when I first started producing content, the

15:04

first. The thing that

15:07

got me, not so much will

15:09

anyone like it. It was, which

15:12

I know was in my mind. The one that

15:14

got me was every time someone said, you

15:16

post a lot, you're

15:19

you, every time I go on that platform, you're

15:21

there. Yes. You post a, why do you post so

15:23

much? Yes. And at first

15:25

I tried to find a way to, to. Justify

15:29

Yes. Why I was doing that. You

15:31

know my answer now when people say that to me, cuz

15:33

I, and I'm sure you get it too, if you're talking to somebody

15:36

that doesn't really understand or know the

15:39

thing that I say to them now is that there is nothing that

15:41

I do in my daily or weekly routine that creates

15:43

more opportunity than that. It's

15:47

why we believe in what we believe. It's why we teach.

15:49

What we teach is there's never been a greater gift

15:51

given to business owners and business

15:53

leaders than the internet and the ability to

15:56

publish content, the ability

15:58

to share your unique perspective, and

16:00

the only way you get better. at

16:02

sharing your unique perspective is

16:05

by doing it, by failing, by

16:07

stuttering in a video, by making a video with

16:09

bad lighting, by making a bad podcast with

16:12

bad audio, by asking bad questions, stupid

16:14

questions, it will never be

16:16

perfect. We

16:18

talk about the equation for the

16:21

internet for content creation. How

16:23

do you make a quality video? How do you make a quality

16:25

podcast? How do you make a quality blog post?

16:28

The answer is quantity. Plus

16:32

speed plus consistency

16:34

equals quality, quantity,

16:38

speed, consistency. But

16:40

the problem is we all want quality first, right?

16:43

We want to come out the gates. We

16:45

want a commercial for our business. We want a

16:47

commercial for our brand. We say

16:49

be the show, not the commercial.

16:52

Nobody wants a commercial. No, you

16:54

have an eight. You have an eight month old. Wait till they

16:56

get old enough to watch content on the internet.

16:59

My, my daughter at three knew what

17:01

the skip button was on YouTube. Skip,

17:04

skip. She doesn't want her content interrupted.

17:06

She's watching her story. She doesn't

17:09

wanna watch commercials. She doesn't wanna watch commercials.

17:11

But she'll watch an integrated sponsorship

17:14

of a creator talking about a Barbie doll.

17:16

Yeah. Or a princess that she loves. And guess

17:19

what? She's gonna come and tell dad and mom, I

17:21

really want this princess dress for

17:23

my birthday. Or I want to go to Disneyland because

17:25

this creator was in Disney. Be

17:28

the show, not the commercial document. If

17:30

you think about commercials when someone's

17:32

watching a show, if they still have cable tv. Correct.

17:35

When someone's watching a show on cable, when the

17:37

commercial comes on, they pick up their phone. Exactly.

17:40

Yeah, you're right. We've

17:42

we're so well trained to know when

17:45

we're getting advertised too. and

17:47

it's not that we don't want to be advertised to, and it's not

17:49

that we don't want to be educated on new products and

17:51

services. We just need people to

17:53

do better work and that's what we honestly,

17:55

that's what we do to help other hospitality brands. Is

17:58

we help them understand that all

18:00

the answers to the things that they want to do in marketing

18:02

and sales. Restaurant

18:05

owners are on the internet. Shh. They're

18:08

on Facebook. They're on Instagram.

18:10

Yeah, they're on LinkedIn. They

18:12

listen to podcasts. There's a

18:14

reason why these apps are the most downloaded apps

18:17

on the internet. It's true. Which

18:20

one do you, if I'm a restaurant owner and going

18:22

back to that, thinking about what can I do this weekend? Which platform

18:24

do you suggest people start on? So

18:26

for me, I would say which

18:28

platform? So the most important app that

18:31

anyone has on their phone is the camera app, and

18:33

video right now is the most important thing you

18:36

can do. Understanding how do

18:38

I tell a story in less than 60

18:40

seconds would be where I would start. So

18:42

how do I tell a story? How do I

18:45

speak? How does a person from my

18:47

restaurant, a bartender, a server, a

18:49

general manager, how do I talk to

18:51

a vendor? How do I get them to share

18:53

a story within 60 seconds? And

18:55

if I do that, I can publish that on Instagram

18:58

reels. I can publish that on Facebook reels.

19:01

I can start a TikTok account. One

19:03

video per day, one 62nd video

19:06

per day will teach you the art

19:08

of smartphone storytelling. Then

19:10

you can have data. after

19:12

you post 100 videos in 100

19:14

days and you can look back, but

19:16

don't look while you're doing it. Don't go,

19:19

oh, I only got five views on this video, or

19:21

a hundred views and I've done 10 videos

19:23

and I've only gotten 75 people

19:25

to, to look at the video. Two comments. What's

19:28

the roi? What's the

19:30

ROI of not doing it? What's the return

19:32

on investment do you think in two years

19:34

from now, we're gonna be talking less about the

19:36

internet or more. Yeah. Yeah.

19:40

I tell people that all the time too. The vanity

19:42

side of social

19:44

media is

19:47

not where to spend your time and

19:49

energy in terms of looking at

19:51

there's so much data in terms of growth, opportunity

19:54

and audience and like

19:56

you're saying all of those things. So it's interesting that

19:58

you say a hundred days, we usually encourage people to

20:01

generate content every day for 90 days, and then let's have a conversation

20:04

with what's happening. Yeah, exactly. 90 days

20:06

every day. Every day minimum

20:08

lunch you, but you have to build the skillset

20:11

of doing that because you have

20:13

to be, it's uncomfortable. I

20:15

was uncomfortable. I'm still uncomfortable.

20:17

Yeah, me too. Like I literally,

20:20

last night went and spoke to 50 small

20:22

business owners in my local community. They

20:24

asked me to come speak the mayor of our

20:26

city, 300,000 people in our city.

20:29

He spoke before me. So

20:31

I had to go and make my own video. I'm

20:33

literally getting asked to go speak about

20:35

smartphone storytelling, about all the things I believe in,

20:38

and they're asking me to come and present, but

20:40

yet I still have to do what

20:43

I do, which is document, not

20:45

create document. The fact that I was there, that

20:47

this was an opportunity and this opportunity

20:49

can lead to other opportunities. You

20:52

and I wouldn't be talking if you didn't have the courage

20:54

and I didn't have the courage to look stupid and sound stupid.

20:57

Yeah, it's true. whoever's

21:00

listening to this, you have to know your first posts

21:02

are gonna suck. Yeah. But

21:04

that can't discourage you from posting more.

21:08

All it is learning how to tell

21:10

your story on the internet and doing it

21:12

on a consistent basis. And back to what you

21:14

said about posting too much, I

21:17

have people still to this day that

21:19

see all the brands that are now paying us

21:21

money to do content for 'em. to

21:24

help them with content. That still goes shun.

21:26

I can't believe you have so many shows. Why are

21:28

you posting so much? I'm like posting so

21:30

much now. Wait till you see me in two years. Yeah,

21:34

Yeah. And you know the six

21:36

shows that we do, the interesting byproduct

21:38

too. A lot of people tell me this when.

21:41

Because I I try to give a lot of people

21:43

the nudge start just sharing content. Oh,

21:45

I don't nudge, I shove We

21:49

work with a lot of restaurant operations

21:51

teams, but we also work with a lot of other. I'll

21:55

use the term consultant loosely because our industry

21:57

is afraid of that word, but service providers,

22:00

right? And helping them, underst service providers understand Yeah. What's,

22:02

how to generate content in order to help

22:04

the industry, right? Whether that's generate business

22:06

or make new connections or whatever.

22:09

And quite often we, we try to make sure

22:11

that they understand the b the positive byproduct

22:13

of generate content, of talk about your

22:16

niche every day, of all of those things. And

22:18

every single person tells me the same thing. They

22:20

go, I'm more confident talking about

22:22

it in person now because I generate content

22:24

every day, right? Because in their head they're

22:27

practicing it every day. What are we

22:29

good at? What am I good at? What am I the best at? What's my

22:31

niche? All of these things, right? So the

22:33

same, I think the same applies whether you're a service

22:35

provider or you're a restaurant operator.

22:38

Getting better at explaining your

22:41

profession, your niche, your specialization,

22:44

your product, whatever it might be, right? If

22:47

you think that you're being too

22:49

repetitive, the chances are 100%

22:52

you're not. You need to

22:54

get better at whatever your story

22:56

is. Whatever your why

22:58

is, why you get up in the morning, why you care

23:00

about what you do, you need to better articulate

23:03

that every single day in

23:05

audio, video, words, and images,

23:07

because that's what the internet is. And

23:09

what I always think back to is comedians,

23:13

Jerry Seinfeld, Kevin Hart,

23:15

Chris Rock. How many

23:17

times do you think they have told

23:19

the same joke before they

23:22

get in front of a stadium? Before they get

23:24

in front of 50,000 people, 80,000

23:26

people for their Netflix special? How

23:28

many times have they told that same joke and

23:30

iterated on that joke and figured

23:33

out, this is where I need to pause. This is where

23:35

I need to lean in, or I need a better

23:37

detail. That's gonna bring the audience to a certain

23:39

place, right? Business

23:41

owners. Who do you think raises the most

23:44

money? People that pitch. Why?

23:47

Because they're good at getting rejected. Yeah.

23:49

And they're good at refining the pitch. Yeah.

23:51

They have no problem raising money. They have no

23:53

problem saying, telling someone, tell 'em no,

23:56

because they have the, they are

23:59

very skillful at putting themselves

24:01

in an awkward position, but also learning

24:03

how to better articulate the value of what they're

24:05

providing. so

24:09

there's so much good stuff here. Coup.

24:11

Two things that I want you to touch on

24:13

still and respectful of time. We've

24:15

got maybe another five minutes or so here. We can maybe try

24:17

and get a couple really good ones from you. Can

24:19

you repeat again the, I think it

24:21

was four Cs and maybe it

24:24

was four Ps? Yeah. Can you re repeat

24:26

those? Yeah. So the four Cs

24:28

for your smartphone, where everybody

24:31

is content commerce, communication.

24:36

and community, right? That's the

24:38

intersection of all the beautiful things

24:40

that makes up life in the digital

24:42

space. Content, commerce,

24:45

community and communication, and

24:47

the better that you get at putting your business

24:50

where people are through those

24:52

things. For me, I want to figure out

24:54

how do I go live on TikTok and have

24:56

toast, sell a brisket to

24:58

somebody that's watching locally in my area? and

25:02

I'll continue to do that, and I'll continue

25:04

to work with TikTok and Toast and

25:06

Instagram and whoever, so that the

25:09

path of least resistance is there. I wanna make it as easy

25:11

as possible to buy barbecue. The four Ps

25:14

are plan, produce, publish,

25:18

and then promote. So if you publish

25:20

content onto the internet, it's

25:22

not done. you can't post and

25:25

ghost if you post on LinkedIn

25:27

and somebody comments on LinkedIn. That's

25:29

your opportunity to build a friendship

25:32

like Jim and I have now. Engage.

25:36

Ask a question, ask a follow up, learn

25:38

about their business. This is the

25:40

chance to promote who you are and what you

25:42

do. And if you're not understanding

25:45

how to promote, you start to

25:47

get better at telling the story. The best people,

25:50

the best business owners, the best restaurant owners,

25:52

tech founders are publishing,

25:56

building in public literally

25:58

every single day. Vlogging, blogging,

26:00

whatever you want to call it, but they're tagging

26:02

the companies that they work with. Most

26:05

people think I

26:08

need a commercial. Back to the commercial for my restaurant.

26:11

If you go to my page, you're not gonna

26:13

see me saying, Hey, Jim, buy barbecue.

26:16

Buy barbecue. Oh, did you want, guess what? You

26:18

want brisket today? Do you want ribs today? No. I'm

26:20

publishing content B to

26:22

be content, business to business content.

26:26

about the technology that we use in our restaurant.

26:28

Why we use something like Ovation for guest

26:30

feedback. Why we use something like Marquee

26:33

to help us with 82 different platforms

26:35

and search engine optimization so that we can

26:37

publish one time about our

26:39

business information and that goes to Google Maps

26:41

and it goes to Facebook and I can respond to Yelp.

26:44

I'd published content about that because

26:46

I know other restaurant owners are watching and

26:49

I know because they engage with me. And that's

26:51

how you build community. So

26:54

good. And so we

26:56

talked a little bit about for the weekend. Yes.

26:59

Just start actually

27:02

documenting, publishing, whatever

27:04

that might be. The,

27:06

yeah I'll leave you the

27:09

takeaways. Always stay curious, get involved,

27:11

ask for help. If you're watching this,

27:13

you're a curious person. If you're listening

27:15

on podcasts, if you're watching live, however,

27:18

you're consuming it. You are a, you're a person

27:20

that wants to level up. You're playing the game within the game.

27:22

Hundred percent. But then you actually have to get involved. You

27:25

have to make you. the

27:27

person listening has to make a hundred videos.

27:29

I don't care if you have a social media team. I

27:31

don't care if you have a social media person, an agency,

27:34

they will appreciate you,

27:36

ma. There's not enough content for any social

27:38

media agency, but the answer

27:40

is you. You have to get uncomfortable.

27:43

You have to ask for help. You have

27:45

to ask your team, is anybody good at TikTok?

27:48

Is anybody good at short form video? Does

27:51

anyone, can anyone show me how to use this app? I

27:54

want to uncomfortably publish, but you have to

27:56

have a conversation with your leadership team and

27:58

prioritize. If you don't care about it, how

28:00

do you think the rest of your team's gonna care about it? So

28:02

true. So

28:05

get involved is the advice, and then finally

28:08

ask for help. Jim is a

28:10

master of his craft. Jim is weirdly

28:12

available just as I am. You can reach

28:14

out to me on any social platform at

28:17

Sean p Welche, S H A W N

28:19

P W A L C H E F. But

28:22

there's so many. There is an

28:24

abundance. of hospitality

28:27

professionals that are all trying to figure this thing

28:29

out. Yeah. And anybody that tells you they have

28:31

it figured out, I would be, I'd be very weird

28:33

weary of them because everything changes

28:35

so quickly. Yeah. Tomorrow the algorithm

28:37

will change and so weirdly available.

28:39

That's what you said, right? Yeah. I stole that from

28:41

Ryan. I stole that from Ryan Reynolds. You

28:44

said it in a, you said it in an interview for entrepreneur,

28:48

yeah, weirdly available for anyone who's listening

28:50

and hopefully this maybe, hopefully it does

28:52

f flood your inbox or mine, but

28:55

I think I need to just, you

28:58

and I were talking about this a little bit before we jumped on. So

29:00

when I first started producing content three

29:03

years ago, I sent you

29:05

a message randomly. I had seen

29:07

your content and I just sent you a message. I

29:09

think it was on LinkedIn and Yeah. I

29:11

have, for anyone who's listening, weirdly available.

29:13

I gotta give Sean credit cuz his response was, here's

29:16

my number, call me. And that I

29:18

think that right there, I knew right

29:20

away that you were somebody who cared, wanted

29:22

to help, wants to move things forward, right?

29:25

So my version of weirdly available

29:27

is just never say no to a conversation.

29:29

Yep. With anyone. For

29:32

anyone who's listening let's get that conversation

29:35

going. And Sean, I can't thank

29:37

you enough for joining. I know you're headed to NRA tomorrow

29:39

and you've probably got a million things going on oh,

29:41

it's all good. If any, if anybody's been, if

29:43

anyone's in Chicago that's listening like

29:46

I said, weirdly available, so let me know. And if

29:48

you follow, I'm sure we'll be posting where we'll

29:51

be when we'll be, where we love to meet

29:53

up. Enjoy

29:55

the show. Tell Kyle and Jensen I said hi.

29:57

I will. And thanks for your time and

30:00

the four C's and the four P's. I think

30:02

those are gonna go a long way for people. If I don't see you in, if

30:05

I don't see you in Canada, I'll see you in Chicago or

30:07

San Diego sometime soon. We're

30:09

gonna make that sounds good. Sean. Thanks

30:11

again, Richard. Yep. Thanks

30:16

for joining us on this episode of

30:18

Turning the Table with me, Adam Lamb

30:20

and Jim Taylor. We're on a mission to change

30:22

the food and beverage industry for the better by

30:24

focusing on staff mental health, physical

30:26

and emotional wellbeing, by proactively

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31:18

the new Cool y'all. This podcast was

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31:22

Adam Lamb and Jim Taylor. Turning

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