EP 697 – Establishing Relationships To Drive Business Growth With Pablo Gonzales

NCS 697 Pablo | Community Relationships

NCS 697 Pablo | Community Relationships


Establishing relationships is good for business growth because it allows you to build trust, show your commitment, and prove your credibility. In this episode of the Note Closers Show, Scott talks with Pablo Gonzalez about the power of building revenue through creating relationships with your clients and community. Pablo is the inventor of the Relationship Flywheel™️, host of the B2B Community Builder and Not Your Average Investor Shows, and Co-Founder of Be The Stage. While creating and nurturing a community can be daunting, how do you establish these relationships? Find out in this episode.

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Establishing Relationships To Drive Business Growth With Pablo Gonzales

Relationships are what drive revenue in your business, but it’s tough to not be transactional about it and lean into your relationships. Therefore, I’m going to teach you on this show how to lead with relationships that create massive revenue by building community for your business. Me and Scott have a great conversation about this. I’m Pablo Gonzalez. I want to be your friend. Stick around and connect with me after the show.

I’m excited to be here and jacked up to have the special guest on here. This guy wants to be your friend. He is in need of new friends. He is a co-host of the Not Your Average Investor Show and Cofounder of Be The Stage Live, which is a marketing agency that turns clients into community and community into your business development assets. We know you are all part of different communities. You need some help developing those. You all know that I’m a big fan of Seth Godin’s book Tribes. I wish we had Seth Godin on, but we’ve got just as good somebody who is obsessed with human connection, and he’s used his expertise every step of the way of his life. He’s here to help you grow your connections.

We are honored by the man, the myth, the legend, Mr. Pablo Gonzalez. What is up, Pablo? How are you doing?

I am great. I’m super pumped to be on your show. I love when people read my bio, insert their own things, and add a little voice inflection the way that you did it. Reader, I want to be your friend. Scott is not kidding.

Let’s talk a little about this because we’re talking free show there. First of all, I was on your podcast, Not Your Average Investor. We had a great time with your co-host Gregg talking about investing, notes, and the Jacksonville market. We’re going to have Gregg down here. The thing is, most people fail to realize that community is important these days, especially in the last few years.

I’ve been obsessed with this idea of community for a long time. Like many people, as I progressed in my career and became a Rainmaker, I realized that the way that you build relationships is by adding value to people, and relationships are the atomic unit of businesses. At a certain point, when my brother passed, I looked around this church, and it had 1,200 people in it. It blew my mind and I had this realization that in my community, these 1,200 people had made the two years of him struggling with pancreatic cancer much more bearable.

They made that moment that was horrible much more bearable. This is the greatest value that anybody could have. At a moment when I needed the most, it was the one thing that could provide me a lift, and then it hit me that ever since I was a teenager, I wasn’t that crazy about the Catholic church. I’ve had my druthers with it. The moment that I looked around, I thought, “This isn’t just my church. This is my community. I’m never going to leave this place.” For whatever reason, my brain went to, “This is how you solve churn. This is a business model.”

I looked around, and I’m like, “Organized religions of business model is like the oldest business model ever.” My reticular activator kept going until I’m like, “If I buy a Harley-Davidson, I can’t switch to a

Honda motorcycle two years later because I’m going to lose all my friends.” Other businesses are doing this stuff.

I’ve been on a mission for the last years to quantify the value of community as a business development asset. The last years have helped because when COVID hit and everybody slowed down, they started to think about what’s important. People started to miss relationships and what that brings to you. I like to say that human beings are the quintessential social animal. We didn’t come out of a cave because we developed some super fast speed or some skin that changes colors. We came out of caves because at a certain point, a caveman looked at another caveman and they’re like, “If we work together, we can take it on as Willy man. Let’s go.” Everything great that we’ve ever done has come from community and cooperation. I’ve been dedicated myself to this for years, and I feel like I cracked the code.

I think you’ve done a great job not only from what I know but when doing some research and background on that after you booked it. You hit the nail on the head. I love the church being a business model, “Give 10% of your crap.” People can learn a lot from that. You’re right. We have a tendency to attract and surround ourselves with like-minded individuals, whether it’s our age, experience, race, sex, or whatever it is. We have that community that goes along with it. One of the most important things that people talk about is that when we were shut down and couldn’t do anything, that’s what most people lack. Thank God for Zoom in a lot of cases. Being able to communicate with a lot of people helped save people. Those that weren’t really struggling with things.

It’s been one of these things that’s a long time coming. You heard of the loneliness epidemic that’s affecting White males, and it’s affecting the world when we’ve seen its symptoms. COVID caused a lot of harm. People got sick and all this stuff happened, but COVID greatly accelerated a whole bunch of trends that were already coming. All the stuff got disrupted by COVID except for the travel and hospitality industries. Those people could have never seen that coming, but everything else, education, work from home, the emphasis on human connection, remote work culture, and the idea that we realized, “The internet is to how we communicate with people.”


NCS 697 Pablo | Community Relationships

Community Relationships: Relationships are the atomic particle of business and life.


Years ago, we did not have the same social circle that we have now because you weren’t wishing somebody that you hadn’t seen since high school a happy birthday. If you look at the amount of interactions you have with people and you get unsentimental about it, online makes up the vast majority of our interactions between emails, DMs, likes, and looking at someone’s pictures. It all came to roost at a head, and communities are another one of these macro trends that were there. Innovators and people that were looking a little bit ahead of time during COVID have done very well. I happen to be one of those success cases.

Let’s talk a bit about that. What is the thing that you’ve seen the biggest bang for the buck that has helped expand? The community is what we are talking about. What are a couple of things that you see people sloughing off on that if they spend a little time or they’re focused on it, they would see a tremendous amount of growth? What are some things that you see working nowadays?

Are you talking about as far as trends and community or the surfaced after COVID?

Either or. You can talk about trends that are going on.

I think that we are going through the greatest recontextualization of what humanity is of all time at the fastest rate that has ever happened. Most of the stuff that we believe in and care about is still important. It’s just going into a digital context, “Tomorrow we’re going to be more digital than we are now, and the day after, we’re going to be more digital in that.” When I think about the stock that’s working, I believe that relationships are the atomic particle of business and of life. To me, the people that have leaned into understanding that social media is not just something to be a whiny crap on, but it is the new context that we now use to communicate. The fact that the Great Transition that we’re going on is how do we now communicate effectively when everybody has a megaphone that people that have leaned into are doing very well.

Another thing that I think is working; education is getting disrupted. We’ve all realized we don’t need all these enormous university buildings in order to provide an education. You talk to younger generations, and they are super financially savvy because of TikTok. Education is being completely re-imagined. For people that are leaning into that, cohort-based education has gone through multiple iterations. It started off with face-to-face, and then YouTube came out. It became the asynchronous make a course, somebody watches it and does it, then it became a lot of the platforms that concentrated like Udemy and things like that so you can take a course and they would find you your clients. Now, the trend that we’re going into is this cohort online learning.

How do you create an environment where it’s not asynchronous, where people are learning together but is digital and scalable. Platforms that are doing that are another great trend. At the end of the day, it all revolves around how you can bring people together that unites about something that they care about that makes them overlap goals, which forces them to work together and figure out how to make 1 plus 1 equal 3 when you add the value of each individual.

Not having the overhead aspect of things is one of the biggest things, and we’ve seen that. As real estate investors, people are very used to going to the big workshops or seminars and taking time away and grabbing. I’ve been virtual for 5 or 6 years. I haven’t done it in person for my mastermind events. We’ve leveraged the power of Zoom with coaching calls, classes, and then our shows to make things happen. You have done a great job doing that as well. Do you want to talk a little about that and the transition or the evolution of that for you?

I’ll start with the end in mind. When Gregg Cohen came to me at JWB, he knew that he had great company. They got these core values, built this amazing culture, and have a great team. They know that the more time people spend interacting with this company, the better business gets. He knew that content was the way to scale those interactions, but he couldn’t figure out how to do it. The idea of popping up a phone, talking, and trying to give value is hard to do often, especially when you have an 80-person staff that you’re running and a $150 million business. The idea of every time somebody does something funny in the office, turning on your phone and saying, “Do this again,” sucks.

You start being the douchebag in the room and you don’t want to be that it’s the boss. He felt that tangibly. When he came to me, I said, “I think that what you need to lean into is this community thing. You have interesting clients. You’re doing an interesting thing. You have an interesting staff.” We went very deliberately into this content creation piece without trying to build an audience but trying to build a community. We can get into the nuts and bolts on it. We launched the show with this community strategy in January 2020. By December 2020, we were having a fan appreciation show where client after client was coming on the show talking about, “I can’t believe I’m part of such an amazing community. This has added so much value to my life. This is why I’m doing business with JWB.”

We grew into a 3,000-person Facebook group in a year. We created a $40 million sales channel. We went from 65% of their new clients coming in through one referral partner that they did not control to 60%-plus coming in through this channel, and the cost of acquisition went from $6,500 for the referral fee that they were paying to about $500 per client. We completely revolutionized their business model and being able to own their own clientele by reducing the cost of client acquisition and increasing the lifetime value of clients because clients were coming out of the woodwork that had done business with them before, and we’re reinvesting in them because they realized, “I love spending time with Gregg. I love these guys. I forgot how good they were. by the way, this is a great asset class too.”

That’s the path we took. At the center of the strategy is internet talk. I firmly believe in what we’re doing. As a fanatical friend maker, podcasting has been the greatest tool for a network that I have ever found. Trust me I’ve gone for all the tools and networking to find. The key to creating this community is that if you do this live show and you do a little bit of extra effort and planning, so you get people to show up, you’re able to build a relationship one-to-one with strategic people that you want to grow closer to. For example, Scott Carson, who Gregg and JWB want to have a relationship with, you also, by having that conversation in front of people that you invite live, whether 6, 16, or 60 people show up, you’re building a relationship with those people.

You went from building a relationship one-to-one to building a relationship once a few as well. When we host these shows, we very deliberately drive the conversation of the relationship between you and Gregg. It was there. The relationship between Gregg and the audience, Scott and the audience and audience-to-audience is deliberately driven. We take that content, repurpose it and put it in all the pipes. That 1-hour seed goes in 25 different pots across 6 different ecosystems in the form of podcasts, YouTube, YouTube short, and micro-content for the different social media channels made to fit blog and email blasts. We call that a Relationship Flywheel. You keep doing that. You keep showing up with somebody you want to be guilty by association with in front of people you want to get closer to, then repurpose the concept and make it go wider and good things happen.

It’s like you are casting that net. You’re adding every little bit you’re doing out there. It’s making that net wider. You catch more fish, clients, and fans because they show up on a regular basis to see delivering content and energy. You’re entertaining. It’s not just you guys talking about stuff. It’s also bringing on interesting characters who can add value to your audience. It’s not all, “Buy.” It’s all, “Teach us something good.” It’s what’s going on in the market. You were getting close to 200 episodes.


NCS 697 Pablo | Community Relationships

Community Relationships: Social media is the new context that we now use to communicate.


I don’t see it as like, “I’m not just teaching you something. I’m introducing you to something.” It’s a very deliberate introduction strategy of calm, look, feel, learn from, touch and ask questions to Scott Carson while you’re also asking questions and getting to know Gregg. You saw the chat. We get 40 to 60 people to show up twice a week. That chat is going. Those people are talking with each other and that’s its own show. That is all deliberately driven. To me, the attractive thing about this is that we’ve created a $40 million channel. Year 1, it doubled. Year 2, it continues to grow.

We’ve been able to trace back the majority of this stuff to about 25 people. The 25 people that show up all the time are responsible for 70% of that revenue in one way or another. That’s a concept called Superfans that this guy Edie Sedgwick wrote about. It’s solid. His numbers are exact. It’s like, 40% to 70% of your revenue is going to come from your superfans that make 10% or less of your clientele. If you can turn people into superfans, you don’t have to do it to a lot of them. Those 25 people, when somebody shows up like you were there, there’s probably about 60 people on our call, but 30 or 35 of them are regulars. The others are new, and they’re kicking the tires on JWB.

They show up and they’re like, “These dudes are real. That social validation is all right.” They show up tuned in, they’re like, “They’re talking to somebody smart they’re keeping up with, then these guys are smart too.” Social Validation is the name of the game. On top of that, what’s happening is we’ve created these ambassadors. They’ve taken it upon themselves to start meeting in different cities in the US. We had a meetup in Los Altos, California that could not be further from Jacksonville. Twenty-six people showed up at somebody’s house.

They had a grand old time talking about real estate investing as Not Your Average Investor. We have videos of people dancing in the living room and being asked on camera, “When are you going to buy a property?” “As soon as I can. I’m going to invest with these guys for sure.” We didn’t have anything to do with it. It’s just a pipeline that shows up magically ready to do business with you because you’ve done the effort of joining them to a group of people. Once you become the connection point between two people, they can’t leave you without leaving that friendship. It’s incredible.

That’s the thing about building a tribe. People want to see consistency. People want to show up and be entertained but educated in a lot of things. You do that on a consistent basis. You build Superfans. It’s like, “I can go and get no crap and no smoke blown up my tail, only real information.” For those that don’t know, they do a live show and then you also do the Property Of The Week show.

We do the live show with a guest that’s an expert in something else or a success story. We would do the Property Of The Week on Thursdays and we would break down these properties. We’d have great questions. Now, what we started doing is bringing on a guest investor. It’s like somebody that’s a client from theirs comes on and they break down the property because, at the end of the day, people care who else is doing this. They can relate to someone that’s gone through it and that person can provide the context. Everybody’s all the better for it. You don’t have to take it from me. Take it from my friend. It’s easy. That’s what we’re doing at 12:30 on Tuesdays and Thursdays.

For those that don’t know, when you talk about revenue, $40 million in the first year, how are you guys kicking on? Is that top of purchases? What’s the primary asset class that you guys are buying in Jacksonville?

The only asset class they’re working in is turnkey rental income properties. These were inbound leads that came organically. The increase in what they were getting through their website traffic from lead to close is $40 million. In January 2020, they had a front-page article in the Wall Street Journal. They had 1,600 leads come in and they closed 12 properties. That’s Q1. They close 20 properties off of 1,600 inbound organic leads. In Q1 of 2021, they closed 81 properties off of 600 inbound organic leads.

Going from a percentage, that’s 15%. That’s a huge increase in closing.

In marketing, we call that flipping your funnel when, all of a sudden, one person leads to many things as opposed to many things filtering down to one. That’s operational efficiency. That’s way less people that your sales team has to be talking to that are buying more properties. That’s good for everybody.

It’s a good business model because if you’re closing multiple deals with the same people, their risk is getting spread out. They also understand things. You also have reduced costs on turnkey stuff because you get the same people who work in the same market and expenses and buying in bulk versus buying onesy or twosy here. I would love to know, out of those 80, how many of them were outside of the Jacksonville market?

Most of them. You’re talking about some of these benefits. What ended up happening is that they went from people coming in like, “I know about turnkey rental properties. Let me look at a property,” to, “I understand this as an asset class, and you guys are my preferred bank in this asset class. I have $200,000 that I want to allocate to this risk-return profile. How many properties can I buy?” Whereas before, people were showing up like, “I don’t know. Is this house what I want?” We completely positioned it as an asset class and all that stuff came from the idea that you can show up and interact. By the end of Q1, hosting this live show, we realized that their website that had some old dude on a boat with an old lady sucked. It looks like a prudential website.

People showing up to the calls look like us. We completely repositioned the website to not the old guy or real estate investors. We positioned it to invest in real estate without the headache. At the end of the day, their clientele is these W-2 investors who don’t want to punch the toilet but have one old rental income property. They figured out how to do that. That happens. The idea that we reactivated old clients happened by the end of Q1 and the beginning of Q2. It’s like, “I remember how great these guys are.” By Q3, the waterfall started rolling in. We also had the good fortune to have an already set press conference when the world took a dump.

We started in January of 2020. Everybody knows what happened in March 2020. Being able to stand up there are two things that bond with people. One is adding value to someone’s life. We are hardwired to reciprocate. If you read Robert Cialdini’s Influence, he talks about this reciprocation thing that we’re hardwired. Harry Christian has used to give you a flower and you’d give them a donation to that. A flower meant nothing to you, but because you got a flower, you’d get a donation. We see the value in education. The other thing that bonds people is vulnerability. I know anybody that was reading lost a brother immediately feels closer to me. If you share a vulnerability with somebody, you feel closer.


NCS 697 Pablo | Community Relationships

Community Relationships: Podcasting has been the best tool that I have ever found for networking.


Going through COVID experience where you got to show up to this thing and they were all crapping their pants about the same thing. We all went through it authentically without blowing smoke and telling them, “This is what we think is going to happen. We’re all worried about home prices going down, but what we’re seeing as this month of inventory is still way below the actual equilibrium. We don’t think it’s going to happen short-term. Hear us out. People got to breathe and figure it out.” The rental collection took a little bit of a deep, but not huge deep. People got to breathe through it. When we came out the other side, it was like, “We were there.” When stuff was tough, people were able to show up for up. When you show up for somebody in tough times, that’s when you build true bonds.

Anybody can do it in good time. It’s when things hit the fan. We all go through ups and downs. You can’t say, “Life is always sitting pretty,” because we’ve seen it. Things go up and down. Real estate is one of those things that has more than happened in a lot of other things. Tell me about Be The Stage and what you’re doing with that. I know it falls in line with what you’re doing with Gregg.

JWB is my flagship client. Greg took this shot. I had that moment when my brother passed and I realized the community was the future of business development. At that point, looking for me, I had created all these different young professional groups in Miami, and I had this audience. At one point, I got invited to speak on a stage in front of the economic development agency of Miami about smart cities because, at that time, I was the director of sustainability for hospital development. Last-minute, I showed up because my CEO didn’t want to go. I shared the stage with the head of Latin America for Cisco Systems, the head of the smart cities initiative of the World Bank, and me. At that time, I felt like a loser because after my green building company got acquired by this developer and they got acquired, I was pigeonholed in a dead-end zone my career.

I was like, “Go talk. I don’t care about what you’re doing. Your cash is $100,000 a year and nothing is going to happen.” When I showed up to that event and did what I do, I came off the stage, and there were seven people deep waiting to talk to me. That had never happened to me. Four of them were vendors trying to do business with the company thinking I was important when I was not. Two of them were other developers that I was like, “How much is it for a guy like you?” Another was a young guy, Will Beckham, which whom I’m still friends.

He was like, “I want some mentorship in this area. I care about it.” What hit me at that moment was that the stage is the ultimate social validator. When you are in an audience and you see someone on a stage, you automatically assume that they’re more important than they seem. It gets exaggerated when you’re guilty by association with people of a certain hook on that stage. Once I realized that happened, I was like, “I can do this trick.” I reached out to this developer in South Miami that I wanted to get the business up. I was like, “What you’re doing is transit-oriented development. I’m the director of sustainability. Let me put you on the stage where this politician is on the board of one of my charities that is super big on transit. Let’s talk about the importance of transit-oriented development to the young professionals of Miami.”

A week later, we’re backdooring a $60 million project. I uncovered this as a relationship builder of this trick that I don’t have to be super transactional if I can figure out how to add value to people, and the stage thing is the key. I iterated through that. I didn’t shut up. I got the opportunity to join this startup that was a total dumpster fire. When I got there, my business development plan was not feasible because they didn’t understand their cashflow situation. I started doing the same thing on Zoom in 2018, hosting these regular calls and figuring that out. A year later, it had saved the company. In 2019, I decided to start my own company.

I took this 90-day purposeful pause to figure out where I wanted to be when I grew up and reverse engineer. What I realized was that I want to prove that community creation is the most viable tool for business development. It took me a couple of months. I landed my first client selling community. It was this guy, Brendan Kane, who’s one of the world’s foremost content strategists, who wrote this book One Million Followers because he built a million people following him in 30 days. As I built this community forum on the back end of this free book plus shipping funnel, I’ve become an expert on rental property investing. I got knowledgeable on content, and I realized that nobody buys community on a Monday morning.

They’re like, “I want to a community. That’d be great to have. What I want are good marketing materials, opportunities to talk to my prospects, and a way to get clients on day one.” That’s when I met Gregg and I repositioned. The whole thing is like, “This is content creation and content marketing play.” That was the birth of Be The Stage. To me, it’s less valuable to be the star of the stage than to be the stage itself. If you are the stage, then instead of trying to be king, you’re the kingmaker. Everybody that wants to be a king comes through you. What we do is we figure out these creative ways of creating content that highlights the relationships that you have in a way that puts your clients and your network on a pedestal and creates these organic tools for growth.

This Relationship Flywheel internet talk show is one product. If you’re going to get a trade show booth at a conference, we run a similar play where we do these thought leaders of a conference play and that’s done. Also, if you are a smaller business and you’re looking for great sales enablement tools and client testimonials, we have a process of doing that that then turns into revenue-producing content.

We launched a cohort online bootcamp where we teach the methodology of the Relationship Flywheel. I was the host of two podcasts in 2020, my own podcast and the Not Your Average Investor Show. My podcast made $65,000. It’s good for a podcast. It pays for itself. The Not Your Average Investor Show made $40 million. It was because we pursued this strategy. We’re teaching the strategy and how to execute it at a low price of $4.97 for a $ 100,000-a-year product. I want to evangelize this whole process of valuing relationships over transactions, and the way that you’re able to do it is by scaling your relationship building through content.

Can you explain the Relationship Flywheel?

It has three pieces, value, connections, and contents. At the center is the community. If you can take inventory of what your clients and the people you want to serve care about, then you can figure out a way to serve it to them via people that you know. For example, JWB, their clients cared about real estate education, other asset class education, Jacksonville market, “Who’s handling my money and who else is doing this?” Once we figured that out, we’re like, “Who can we introduce them to that can allow them that access?” That’s the value piece. The connections piece is when you’re hosting this live show, you’re driving those four layers of connection, host-to-audience, guest-to-audience, host-to-guests, and audience-to-audience.

If you’re doing that stuff correctly, you’re taking that content and repurposing it efficiently, then you are taking that one seed, planting it in all these different pots, across all these ecosystems that can be flowered anywhere. The more you do that and the more that you curate community via those values, the more that it creates this windfall of positive effects. That’s the basic of it. At the end of the day, what we’re teaching is, how do you strategize it for you? How do you get people to show up to a live show? How do you execute it on a live show? How do you repurpose the content? How do you distribute it? That’s what everybody’s like. What do you talk about? Who do you bring on? How do you get them there? How does it make you money? Those are what we’re teaching at that bootcamp.

It’s a beautiful thing and I see it because we do a lot of that stuff with ourselves with our regular calls and then the community on Facebook. It’s always great to speak the same languages because not everybody understands the importance of that. It’s just not recorded and they will come, especially in the podcast, “What’s the least amount I have to do.” That’s the incorrect question. It’s what else extra can you do to add to people’s importance and value?


NCS 697 Pablo | Community Relationships

Community Relationships: Community creation is the most viable tool for business development.


When you sent me some automated LinkedIn requests, I was like, “I like this guy.” I knew it was an automated request, but the moment I tapped into you, I was like, “This dude gets it,” because you’re executing very similar strategies by having your Facebook group. Understanding the value to the people you want to connect with is providing this place where podcasters meet guests. Every podcast wants to do that. You understand that everybody with a podcast has a stage and anybody with a stage is a very valuable person. I see you executing on that stuff. You do it brilliantly, which is why I’m attracted to you as a person.

Same here, Pablo. It’s easy at third. Some people figure, “This doesn’t cost a huge amount of funds to do.” Honestly, it’s time to hone your craft a little bit each day and showing up on a regular basis. I know when we started doing the Note Closer Show podcast years ago, we were doing just a Facebook Live daily, 8 to 15 minutes. That changed. It’s like, “Let’s do it via Zoom and share it a few more places. Let’s do it regularly. Let’s turn it into a podcast.”

We saw some traction. Algorithms change, but what I love is when people beat the Facebook algorithm through their own groups and deliver. People continue to show up as you guys do. Kudos for what you’re doing. We all know that Facebook and things limit the amount of people that will see your posts. Still, when you build value, you’ll get people to show up on a daily basis like what we do with Note Night in America and what you guys are doing with Not Your Average Investor Podcast, which is awesome.

Once you get into it, you start finding all these other slivers of value that adds to it. A couple of tips for people that have podcasts and are doing the bare minimum and how to think through it a little bit. Anytime before I take a meeting with somebody, I say, “I can’t wait to meet you. Do you have a podcast that you’ve been on because I want to get to know you? Here’s mine.” I served them the episode of about me that I want them to understand why I’m so freaking cool. If they spent 40 minutes listening to that, they show up to meetings and they’re ready to go.

They’re ready to do business with me or have a relationship and acquiesce to whatever. The idea is that once you start doing that, you start realizing that, “I have these speaking points. I have a way to cook someone when I’m not around and get them to like me when I’m not around you can start deploying that.” Another thing that I do is if there’s somebody that I want to meet like I saw the marketing leaders and sales leaders. I’m part of these like communities that have CMOs and emergency MOS in them. This dude came out with this book about storytelling that is phenomenal. It’s called The Narrative Gym For Business by Park Howell. Check it out.

It talks about this ABT framework for storytelling that’s super valuable. It’s like the end, but there was a big buzz in the marketing group about, “This is good. Who’s this Park Howell guy. He’s come out on these episodes.” Telling the organizer of the community, “We should have him on.” Guess what I did? I reached out to Park. I’m like, “I’m part of this community. Why don’t you come on my podcast? I do these live shows. I invited everybody in my community.”

I made a huge splash inside of this group of people that are my ideal clients because I have a stage. I can leverage it however I want. Now Park knows who I am. If I ever want to have my own event, I’m going to reach out to him. It also connected me to all these CMOs of tech companies that I was in there and they’re commenting. Now they know exactly who I am. That got me a speaking opportunity in front of that community, which has greatly helped my business. Once you get into the content game and you realize the value of a stage, you can start to leverage it strategically however you want.

You’ve got to think with the end of the mind and reverse engineer it. You say that you did that earlier on. What’s the end in mind? What’s the end game for Pablo?

I want to be the person that champions this relationship over the transaction thing. As I grow in my company and evolve my messaging, I get so many chances to speak to people and spit facts, see how it sounds, and hear it back again. I’m starting to realize that building great companies is one of the most enduring sustainable ways to affect change and change the world because most people are so affected by their workplace that they come home empty. If I can champion these companies that are winning growth awards, 85,000 while winning best places to work awards and delineate what those common strands are.

What I’m finding is that’s this core value stuff. It’s like mission-driven stuff and this relationship over transaction philosophy. If I can affect the business world in that way, then I can make people’s lives much better. At the end of the day, for whatever reason you believe it’s happening, we are going to densify as a species. The world is getting more humans born than are dying and there’s less land than before because of sea-level rise and whatever. You can blame it on whatever you want, but there’s less land happening. The oceans are rising. We’re headed to this future where we already see these mass migrations happening. The Syrian crisis was one. You saw this mass migration, and you see all this conflict. You see what’s happening in Ukraine, and you see this conflict. We’re inevitably going to get closer quarters.

If we can understand that the person in front of us is a value, an asset, instead of a threat, that is the key to human existence. The more different you are from me, the more I have to learn from you. My overall goal is to affect change in a way that people start to value people different than them as an asset, and that allows us to continue. I do believe in the densification of cities. With more people together, more good things happen. The problem is that we’ve been trained to fear the other. You should be curious about the other. I plan to prove that stuff in scale.

I agree with it as well. That’s why like minds think alike in a lot of cases, but they have different backgrounds, stories, and experiences to bring to the table. We can all do a lot more by learning from others that are different than us in a lot of ways. Pablo, this has been awesome. What’s the best way for our audience and our tribe to reach out to you, connect with you, find out more about what you’re doing and keep up with you?

I would love to see you on the Not Your Average Investor Show. If you’re reading this show, you like real estate. We’re talking about all different asset classes of real estate. It’s a fun time. It’s a great asset class to get educated in. I don’t work for JWB. I’m just the biggest freaking fa. Got to NYAIS.com. That’s Not Your Average Investor Show. Show up for the fun time that Scott had and/or register for it, get reminders, and check out the podcast and the YouTube. Leave a rating. Share it to a friend. I want to be your friend. Show up to the show. Say hi to me. Tell me you came with Scott and please, go and share Scott’s show with your friends. Leave him a review. Scott works real hard at this stuff. He’s awesome and entertaining. He’s changing the world too. If you’ve read the show more once, go on your app and hit five stars.

Little publicists, start learning and looking at ways that you have your stage, where you can expand your stage or provide a stage and share knowledge and your lessons. Use your stage as a great way to pick the brains of the folks that you want to learn from the most . Go out and make some extra. We’ll see you at the top. 


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About Pablo Gonzales

NCS 697 Pablo | Community RelationshipsPablo Gonzalez is the inventor of the Relationship Flywheel™️, host of the B2B Community Builder and Not Your Average Investor Shows, and Co-Founder of BeTheStage.live- a marketing agency that turns clients into community and community into your greatest business development asset.
He’s obsessed with human connection, and he’s used his expertise to grow non-profits, sell $60M+ construction projects, rescue fledgling start-ups, set record-breaking quarters for $100M+ companies, and be named a Latino Leader of the Future and a Top 20 Under 40 various publications.
More than anything, he’s dying to be your friend.





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