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TRANSCRIPTION WITH SPEAKERS
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[00:00] SPEAKER_05: Welcome to Canada's podcast.
[00:05] SPEAKER_01: Hey ladies and gentlemen and welcome to Canada's podcast.
[00:09] SPEAKER_01: My name is Rivers Corp. I'm your host for the Atlantic Canada version of Canada's podcast
[00:15] SPEAKER_01: and just really, really honored to be speaking to Rockstar throughout our great region.
[00:22] SPEAKER_01: And today, well trust me, this is going to be a very, very impactful conversation
[00:30] SPEAKER_01: because my guest today is Natalie Doyle Oldfield.
[00:34] SPEAKER_01: Now Natalie has got an amazing journey that she's been on with regards to being in the IT world,
[00:43] SPEAKER_01: being in the marketing world, being in the sales world.
[00:45] SPEAKER_01: And we're going to take a bit of a journey through her trajectory and being an entrepreneur also.
[00:50] SPEAKER_01: So I'm just going to move my eyes a bit to the left because I've got a quick overview of what Natalie has been doing for her journey
[00:58] SPEAKER_01: and over the last little while.
[01:01] SPEAKER_01: First of all, she's located in Halifax and she's the author of Power of Trust,
[01:06] SPEAKER_01: how top companies build, manage and protect it and president of success through trust.
[01:13] SPEAKER_01: And as she's been recognized as Canada's most inspiring women business leaders in entrepreneurs in 2021
[01:19] SPEAKER_01: and she's really on a mission to help businesses grow.
[01:23] SPEAKER_01: Now, interesting about 2021, her career in this journey starts way before then.
[01:29] SPEAKER_01: So we were actually just laughing about getting ready about, I said,
[01:34] SPEAKER_01: you make it seem so easy, Natalie. She says, it's not easy, Reverend.
[01:37] SPEAKER_01: Thank you for reminding me of that because of course, as entrepreneurs,
[01:41] SPEAKER_01: we know that that stuff doesn't come easy.
[01:43] SPEAKER_01: It comes with a lot of tenacity and perseverance.
[01:47] SPEAKER_01: So she's been named the world's top, sorry, she's been named one of the world's top leader in trust for five consecutive years by trust across America
[01:56] SPEAKER_01: and has been recognized with a Glide Time Achievement Award.
[02:00] SPEAKER_01: So all of this to say that when what she's going to talk about today with her journey,
[02:07] SPEAKER_01: with her business, success through trust is you can trust what she's going to say.
[02:12] SPEAKER_01: So Natalie, welcome to Canada's podcast. Really appreciate your time today.
[02:17] SPEAKER_02: Thanks for having me, Ruth. It's great to meet you.
[02:20] SPEAKER_01: Well, it's going to be a great journey.
[02:22] SPEAKER_01: So let's go back to those beginning days if we could because trust as a business is not new.
[02:31] SPEAKER_01: It's not, I'm say something that you see in every corner.
[02:35] SPEAKER_01: But for some reason, you grabbed on to trust as a component of success for businesses and then decided to build a business around it.
[02:46] SPEAKER_01: So let's talk about that aha moment where you said that trust is so critically important in the successful companies.
[02:55] SPEAKER_05: Okay.
[02:56] SPEAKER_05: Well, I'm not sure there was an aha moment.
[03:00] SPEAKER_05: It truly was a journey.
[03:02] SPEAKER_05: And for me, it started while I was working full time at a software company that did business all around the world.
[03:14] SPEAKER_05: And I spent, as you mentioned, a lot of my career, but 25 years working in a number of positions, a variety of types of positions in the IT world, primarily.
[03:29] SPEAKER_05: Right. So I did, you know, marketing marketing communications, lead generation, product management, product development, program management, all these things for some really amazing regional leaders and worldwide leaders in the software industry.
[03:50] SPEAKER_05: And I was really fortunate not only to do it here in Halifax, but you know, in the US and other parts of the world. So it was really great opportunity.
[04:01] SPEAKER_05: And I always worked in what I would, you know, call the marketing arena and was always very close to customers and customer relationships.
[04:13] SPEAKER_05: I really believe in, you know, creating and providing solutions and products that, that companies and customers need and want that solve problems.
[04:25] SPEAKER_05: So with that backdrop, I was asked to lead the sales team in a company in 2008.
[04:34] SPEAKER_05: And I really push back on that rivers because I'm a firm believer that, you know, I was then too, that, you know, no one really wants to be sold to.
[04:49] SPEAKER_05: And when you're in sales, it's accountable, right? Like you're only as good as your last sale. And right on.
[04:55] SPEAKER_05: Right out there. It's like every quarter, every month, you have to talk about, you know, what's happening and results results.
[05:04] SPEAKER_05: And so, like I said, I was asked multiple times to take over the sales team. And I really finally decided it was the right thing for the company and the right thing for me.
[05:19] SPEAKER_05: But I was scared. I mean, I can now admit out loud. I was scared. In fact, I was terrified because everything was gone great. Right.
[05:27] SPEAKER_05: So I took it over and, you know, unfortunately for me, it was like August, 2008. And some of your listeners may recall, and in September, 2008, we had a big financial crisis.
[05:42] SPEAKER_05: And the hospitality industry and the meeting space industry was hit really hard. As it always is when we have financial crisis.
[05:54] SPEAKER_05: So we were selling ourselves to the financial to the hospitality industry.
[06:02] SPEAKER_05: Oh, our sales, you know, I started our sales went from here and then to here, like everything just stopped.
[06:09] SPEAKER_05: And so I said a bit of a pickle, if you will, and my team was, you know, not happy.
[06:18] SPEAKER_05: And our customers weren't buying. And so I just looked around and started seeking out, you know, best practices trying to figure out how to yourself.
[06:28] SPEAKER_05: Because now I had to figure it out. And we sold, you know, on a recurring basis. So we had some software as a service. We also had some, you know, direct sales that were, you know, one of us.
[06:47] SPEAKER_05: We had distributors, we had partners. And so everyone I talked to you to figure out how to do this. And what sales courses I should take.
[06:58] SPEAKER_05: They all said, well, there's no magic formula. You actually, you know, there's no process. And like I said, I really believe that none of us want to be sold to.
[07:10] SPEAKER_05: And what I kept coming back to was it's all based on relationships. Right.
[07:15] SPEAKER_05: So my team and I focused 100% on relationships. It was, it was very different than what we did before. And I just said, look, let's just do the basics.
[07:27] SPEAKER_05: Let's get back to basics and focus on the relationships and do whatever we can do to help the customers.
[07:35] SPEAKER_05: And doesn't even if it's not our solution. And, you know, within a couple of months. And it did take a couple of months. The sale started going up.
[07:45] SPEAKER_01: And I was like, okay, this is interesting. So can I stop you there? And do you have any nuggets where you said just help the customer.
[07:56] SPEAKER_01: Was there one or two nuggets, golden nuggets that you attribute to sales going back up again?
[08:03] SPEAKER_05: Um, in that case, not really other than, um, we, we just stayed in front of the customer. I guess that it was consistently staying in front of them.
[08:18] SPEAKER_04: Right.
[08:19] SPEAKER_05: So at the same time, Rivers, um, I had decided that I'm really going to figure this out. I'm going to dig in and figure out how this works.
[08:33] SPEAKER_05: And so I went back to university and did a master's program. And I did my graduate research all going into it to figure out the science behind how we decide to buy.
[08:48] SPEAKER_05: Did, uh, did you do that? Well, still working with the company or yes, yeah, I was working full time. So I did my graduate work part time. One course of time over, you know, it's more younger to I have two children.
[09:02] SPEAKER_05: And so, you know, my youngest was 10 years old and, uh, my oldest was 10. My youngest was six. So it was busy times.
[09:14] SPEAKER_05: Um, and I was teaching part time at a local university because I love to teach.
[09:20] SPEAKER_05: Um, and so what I learned while doing my research that it actually all comes back to one thing.
[09:29] SPEAKER_02: Trust.
[09:31] SPEAKER_04: Uh-huh.
[09:33] SPEAKER_02: We decide to buy based on trust.
[09:37] SPEAKER_05: We decide to invest based on trust to hire someone on our team.
[09:44] SPEAKER_05: Everything comes down to trust. It is the number one competitive advantage.
[09:51] SPEAKER_05: Every single company has, every single business owner has, every single person has.
[09:58] SPEAKER_05: It's all based on trust.
[10:01] SPEAKER_05: First we decide to trust, then we decide on everything else. Then we decide if we're going to listen to someone, then we get decided if we're going to watch a demo where they're going to go in a podcast.
[10:12] SPEAKER_05: And so I learned this in my academic research. And then with my sort of business hat on.
[10:21] SPEAKER_05: Working with lots of amazing business leaders over the years from, you know, to multinational companies to small companies.
[10:32] SPEAKER_05: I always had in the back of my mind what can be managed should be measured.
[10:39] SPEAKER_05: So I built a proprietary framework and a measurement tool to actually measure the customer's trust in our stakeholders trust in a company.
[10:53] SPEAKER_01: Do you have that through your school or your schooling or it's that was that party or your research study if I could call it that to read your your your thesis and I know I don't think you did a thesis, but yeah, I did.
[11:07] SPEAKER_01: Yeah, okay, you did do that. Okay, cool.
[11:08] SPEAKER_05: So yes, that was the thesis and so I created this framework and then I graduated and then continued on for approximately four more years to actually build out the measurement tool because when you create scientifically valid research tool that's academic peer reviewed.
[11:35] SPEAKER_05: Yes, it takes several years and multiple types of study. So and so the final the final product.
[11:47] SPEAKER_05: And the framework and my tool has been tested with an audience size sample size of 90,000 people. So it's, you know, it's each time the validity goes up and so I went through that big long process is about seven years.
[12:08] SPEAKER_04: Yeah, right.
[12:09] SPEAKER_05: And you know, I got so excited about it that I started well working full time teaching clients teaching everybody how to follow this step by step process and showing them the science and the evidence behind how we decide to trust.
[12:26] SPEAKER_05: And you know, then I started creating assessment tools and you know you ask about the journey, you know, first I created this workbook that has, you know, the framework in it and some assessment tools and then I started then I eventually started my own company success or trust.
[12:48] SPEAKER_05: Yes, I started working with companies and doing these workshops full time to teach people and then as you mentioned, I wrote a book about it before anyone was really talking about trust.
[13:02] SPEAKER_05: I, you know, wrote this book, the power of trust, how top companies build management protected.
[13:08] SPEAKER_05: And, you know, coin the term trust equity in 2013 when, you know, people were like, oh, that's kind of interesting.
[13:21] SPEAKER_05: And, you know, I mean, we're in a totally different environment right now we can.
[13:25] SPEAKER_05: Yeah, newspaper or turn the TV on and we hear the word and it's it's been it's been interesting and.
[13:38] SPEAKER_01: So true on you and you were a true pioneer in the space, you know, the word's been around for a gazillion years to actually take it and apply it into a business setting and a framework that has got structure behind it, that's that's really.
[13:51] SPEAKER_01: The, I test them to do your vision now there's there's a couple of things that I wanted to do to one is an observation for our guests, you notice she had her books and her guide workbook right there so she could show us so that's a really great technique.
[14:09] SPEAKER_01: That, that it comes in the ability and with that at the end we're going to we're going to talk about how people get in touch with you, but I want to talk about those first two first couple of customers because they they were being tested, you were testing the.
[14:25] SPEAKER_01: That's right what are some of the sales techniques that you used for those first I'm going to say five to 10 clients who came to you or you came to them, what can you talk about those first days of bringing this model.
[14:39] SPEAKER_01: To a point that people were buying yeah sure well.
[14:44] SPEAKER_05: I it really started with me sharing the framework and sharing I create a principles of trust rivers and and the the model of how to build trust and when I say sharing I mean sharing so talking about it and and.
[15:08] SPEAKER_05: And showing people that and explaining to people how we bought how we decide to buy and I would say that my clients who were the early adopters right and I say you know many that I still work with i'm very grateful and very lucky because I still work with a lot of these companies today.
[15:34] SPEAKER_05: They really understood because they are some of the most successful companies quite honestly not only in the region, but in the world.
[15:44] SPEAKER_05: They know trust is a competitive advantage.
[15:47] SPEAKER_05: People often ask me what kind of companies do you work with like.
[15:50] SPEAKER_05: Who of course is it people that have a problem well sometimes it's people that know they have a trust problem or trust issue but most of the time it's it's you know companies that are very successful you know their best managed companies they're very successful and they know that.
[16:19] SPEAKER_05: Keeping or have earning the customers trust or the employees trust or the stakeholders trust is a competitive advantage and those that focus on it really know that it's the right thing to do and.
[16:36] SPEAKER_05: Yeah you mentioned something in the PDF I received increasing customer retention rates by 5% can increase profits by 25 to 95% can you talk about that well that's not my statistic that actually came from McKinsey okay and yeah absolutely I mean what so there so there many benefits as we know to having our customers trust.
[17:04] SPEAKER_05: Right and one benefit is customer stay with us right right another benefit is they recommend our products and services to people they know another benefit is they pay more money for the products and service right example might be Starbucks coffee right it's it's five dollars by or you know four dollars or three wherever you live it's in around five dollars let's say.
[17:35] SPEAKER_05: To buy a cup of coffee well you can go down the street and buy a cup of coffee in some places for a dollar or a year but they have they have the trust in their customers so customers pay more so when we talk about retention for a number of businesses it's it's.
[18:02] SPEAKER_05: They want to keep it's a growth strategy to keep your customers and sell more and offer more products and services or do more projects with a customer so for example if you're a construction company or you are an engineering firm and you do a great job on a project with client say you're.
[18:27] SPEAKER_05: Renovating a building for a company and you're an engineering firm well as most of us know renovations are more complicated than a new build well if you do a great job with that renovation there's a higher likelihood that that company that's done a renovation with you the next time they do a project they're going to recommend you or the next time.
[18:57] SPEAKER_05: They want to build on to your factory or build on to your building they're going to come back to you.
[19:05] SPEAKER_05: It trust is also at the foundation of customer experience it's it's foundational to customer experience so a lot of times I work with companies to help improve.
[19:20] SPEAKER_02: The customer experience.
[19:23] SPEAKER_01: It starts with the relationship so when you're working with salespeople now as an example.
[19:33] SPEAKER_01: Is there usually pushback when you work with them because they're saying wait a minute now I've got integrity here I've got a nice good reputation and trust over and wise I do they feel threatened by you coming into their their workplace to talk more about trust.
[19:56] SPEAKER_05: Sometimes but mostly not so what I share with with people is reputation and you have to remember I have.
[20:05] SPEAKER_05: So reputation is about past performance.
[20:11] SPEAKER_05: Trust is is belief that someone is going to do the right thing and act in our best interests and having a faith in their future state.
[20:27] SPEAKER_05: So when I share the science and the evidence behind how we decide to trust and share that the research that I've done and the models that I've proven out is that when you have high trust equity rivers you actually have it actually positively significantly and I don't want to get too academic here but it affects buying behavior people buy.
[20:57] SPEAKER_05: They do a digital projects which is you know if you're in sales or account management you want to know about this.
[21:11] SPEAKER_05: Sure and most of the sales people that I work with they know that the environment is different right there is a competitive market and not that it hasn't always been but it's now people are more skeptical and more critical now rivers than they've ever been.
[21:33] SPEAKER_05: Ever in in in my opinion in the history of time and with this skepticism you can have the best mouse trap but you have to have the customers trust.
[21:45] SPEAKER_05: Yeah 100% and I as I mentioned I pride you know I work with some companies that sell you customers but I primarily work on the business to business side.
[21:56] SPEAKER_05: And on the business to business side it's all about relationships that's all we have left.
[22:04] SPEAKER_05: So when I work with sales teams and sales engineers and people that support sales teams they all want a competitive advantage.
[22:13] SPEAKER_01: Right right right right so they're raising it your company and they all yeah like they all want to be come which is the ultimate goal a trusted advisor right right right right is there a sector that you've discovered has really gravitated towards.
[22:30] SPEAKER_01: What your programs bring the offers they bring.
[22:37] SPEAKER_01: Finance before.
[22:39] SPEAKER_01: Great question.
[22:42] SPEAKER_05: Not really and I say that because you know right now I'm working with as an example I'm working with you know people in manufacturing engineering firms professional services firms financial services.
[23:03] SPEAKER_05: Healthcare cyber security IT hardware companies if you think about it Rivers every single industry every single sector.
[23:15] SPEAKER_00: From unsolved mysteries unexplained phenomena from comedy goal to relationship fails Amazon music got the most ad free top podcasts included with prime download the Amazon music app today.
[23:33] SPEAKER_02: Can only grow with the trust of their customers.
[23:39] SPEAKER_05: Actually it transcends every industry and every sector there are some companies though that you know it's like I was saying the companies that that gravitate to this and that I would say you know we're more.
[23:59] SPEAKER_05: And the most aligned with are those that are very successful and those that really do want to offer an extraordinary fantastic customer experience and really do want to have close relationships with their customers.
[24:16] SPEAKER_01: Yes so you're your and these is those customers who are doing very well and just want to become even more powerful more credible with their existing customers versus hey I'm in trouble I need some help here can you come in and help us and start from scratch your customer base seems to be those that say yeah I'm doing well I want to do better than well.
[24:41] SPEAKER_01: Yes and this looks like it's an avenue we need to explore.
[24:45] SPEAKER_05: Yes now I will say you know there's a caveat to that I have worked in the last two years with a lot of companies from various sectors that have been in trouble.
[25:01] SPEAKER_05: So a lot of companies that I've worked with in the last few years have had you know supply chain issues have had disengaged employees have had teams where the productivity is not as high have had customer retention issues have had labor issues and they they were.
[25:31] SPEAKER_05: So I want to maintain the trust equity they have and have realized that the trust equity has decreased so yeah I primarily work with companies as you said that know it's competitive vendors are already successful but less they said I mean the last few years have been pretty tough for business owners.
[25:55] SPEAKER_04: Pretty tough and pretty tough.
[25:58] SPEAKER_05: You know a lot of my clients have had a really rough time and I have using one of my products that I mentioned to you the client trust index so that's a diagnostic tool.
[26:15] SPEAKER_05: We have measured the trust equity of a number of clients customers over the last few years and have seen significant dips in trust equity you know the wrong wording processes have have changed right yeah i'm been able to see face to face.
[26:33] SPEAKER_05: And then the other thing that's happened in the last few years is that people are realizing that the most critical trust risk point for every company it doesn't matter if you are company to people or company of a hundred thousand.
[26:55] SPEAKER_05: If you're in Halifax, if you're in Vancouver, you're in Edmonton, you're in San Diego.
[27:03] SPEAKER_05: Israel, Germany doesn't matter the number one critical trust risk point for every single company every single organization is people.
[27:18] SPEAKER_05: How they communicate how they behave and how they serve customers with the customers and internal customer in another department or external and so because of that.
[27:34] SPEAKER_05: That they you know companies that I may have not attracted in the past know that we have to train our people so that everybody can play their part if you will in building relationships of trust with with customers and you know it's you know it always starts with the business owner right or the.
[28:01] SPEAKER_01: Totally or the leader or the founder but it's it's it's a it's a cultural thing and building and keeping a culture of trust is really the most important thing a company can do to how do you do it well tell you tell you do it with your company is you've got you've got players you were talking about agency other day that you have you know how do you.
[28:25] SPEAKER_05: How does your company success through trust bill its trucks factor indices to be really high and you just take a couple of them but then how do you actually do it well I I practice what I would share with my clients right and so I'm you know one big thing is you know i'm always communicating and i'm always listening and trying to figure out what's most important.
[28:54] SPEAKER_05: And there's a mutual understanding always right building relationship of trust number one step is is to listen.
[29:09] SPEAKER_05: We with empathy and compassion and all other people in conversations and in decisions that affect that.
[29:21] SPEAKER_05: The first step and you know that that is also principle number one to building trust and you know so that I work hard to listen not only to my team but to my clients to figure out what's important to them what's not important what the challenges and really understand their situation is a lot of times.
[29:47] SPEAKER_05: You know what we see is not really what it's right right reality it's not reality like it's like you said before when we were you know talking before we got all the audio and everything working right like it all might look easy but it's it's difficult right it's challenging.
[30:09] SPEAKER_01: So what's one of the things that what's been one of your biggest challenges that you faced over your career and how did you overcome it.
[30:17] SPEAKER_05: Now over my career well.
[30:20] SPEAKER_01: It's not it's not skill testing so if it's not the first the right answer that's okay and I know it'll be a great answer.
[30:28] SPEAKER_02: What are the biggest challenges um you know what.
[30:34] SPEAKER_05: I'm not sure was the challenge with my career but I think and one of the biggest challenges I had when I started success through trust.
[30:43] SPEAKER_05: Um was really figuring out how to talk about what I did and what's really interesting.
[30:55] SPEAKER_05: So you know what so no one's asked me this question um but that really was was um and still is to some extent the biggest challenge.
[31:08] SPEAKER_05: Um the good news for me is everyone's talking about it now.
[31:13] SPEAKER_05: Um but in the beginning like I knew because I always people would tell me they have this problem like you know how do you partner more how do we get the customer to buy more how do we get them to stay with us how do we get them to recommend us how do I get my people to be able to talk to customers.
[31:30] Speaker UNKNOWN: I'm not sure if I can get customers without me being in the room.
[31:34] SPEAKER_05: How do I you know I have clients that say that to me all the time or I have also you know another client that says oh god we just got to figure it out about it really is like how do we measure this.
[31:46] SPEAKER_05: Or I hear you know I lay awake at night I have one client that said I lay awake at night because I just wish everybody cared as much about the customer as I do.
[31:59] SPEAKER_05: And so I know all that now but in the beginning the biggest challenge was educating people so that they would see the business case and they would see the power of trust.
[32:22] SPEAKER_01: Yeah it's so what do you do with a company is there a point that you say to the lady leader of the company look I've done some initial assessments.
[32:34] SPEAKER_01: You've got a team of 50 people say and and you know half of them aren't really buying into what it is that we're bringing to them right now with incorporating trust as a key strategic initiative.
[32:47] SPEAKER_01: Do you run into that situation or do you run into a situation that you say I can't help you because you're not ready to do what I need you to do.
[32:56] SPEAKER_01: And that's because there's an investment and you know it only takes one egg to spoil it all right so what are you doing that case.
[33:06] SPEAKER_05: So I have run into both of those situations and really it comes back around to people realizing and appreciating and really wanting to provide an extraordinary experience and really wanting to and valuing the trust of.
[33:36] SPEAKER_05: There are relationships whether it's employees you know stakeholders customers and.
[33:46] SPEAKER_05: And.
[33:48] SPEAKER_05: Val in and recognizing that it is a skill so that's a thing rivers it is a skill learning how to build trust is a skill that you can learn you can cultivate it and you can develop it.
[34:03] SPEAKER_05: And I can say at the end of the day it's actually the most important skill we can all learn and you know we hear a lot about you know learning to be vulnerable learning to be authentic learning to be empathetic.
[34:23] SPEAKER_05: You know learning to be a good listener learning to do do all these what I would call human skills.
[34:32] SPEAKER_05: Well now you know actually a very recent study came out like within the last few weeks by McKinsey that that talked about the 52 I think it's 52 or 53 I can send it to you.
[34:48] SPEAKER_05: Most important skills we need to have employees need to have in this new business environment and one of course is firing trust right of course it is.
[35:01] SPEAKER_05: Yeah, it's so important and so.
[35:07] SPEAKER_05: People you know I still work with people that that you know join programs so I have a six week program as an example that is a group program and we have co order leaders we limited to a certain number to 10 so that can be interactive because it's live virtual.
[35:26] SPEAKER_05: And sometimes we have you know we have everyone from project managers to engineers to sales people to sales engineers to quality control people to plant managers warehouse managers general managers.
[35:42] SPEAKER_05: I had a controller VP of finance we have lots of different people in these groups and sometimes in the beginning there is a little skepticism to like what is this right.
[35:55] SPEAKER_05: I'm.
[35:56] SPEAKER_05: But it usually doesn't take long once we start talking about it right and once once we start talking about the science behind how we decide to trust and how we make decisions.
[36:09] SPEAKER_05: It doesn't take long right so yeah you know people are skeptical however what's really exciting is that there are lots of companies out there and there's so many people now that recognize that it is a skill that can be learned and they want to learn it they want it for their career because they want their company to flourish because they want to be a good corporate citizen because they want to be socially responsible like all these resources.
[36:40] SPEAKER_01: Yeah it's what's interesting is that is been around forever trust in relationships that's solidifies it but we can become better at it we can become stronger we can become more into to key elements that ultimately strengthen that that that trust factor.
[37:01] SPEAKER_01: In a way that's going to turn the volume up a bit more so it's yeah I think it's kind of interesting people now we're able to say okay I can structure this I know I have to do it but now I can structure it with the right structure behind it through proven systems I can now really really benefit not only myself but of course our clients so so how can people get a hold of your book.
[37:25] SPEAKER_05: You can go to my website which is successorotrust.com or you can go to Amazon and it's called the Power of Trust how top companies build management protected and or you can reach out to me directly through LinkedIn or through my website or you know send me a direct message.
[37:51] SPEAKER_01: Yeah I think I think it's a I think it's a thing that people should do like again I one of my favorite things is it's it's so obvious you didn't even didn't even realize it was obvious so that's that's all I think you're going to get off of this journey with Natalie is understanding some obvious things around trust that you didn't realize even though you know the trust is important part of your journey if that all makes sense which is game I don't mind.
[38:17] SPEAKER_05: Well it's not triggers and you know so that is that is it in a nutshell that it's so important and it truly is the most important asset a company has it's a competitive advantage and when you when you pay attention and actually work on it just like if you worked on safety in the workplace you have a safer workplace just like if you worked on your fitness level.
[38:47] SPEAKER_05: Just like if you if you saved you know a dollar a week it's all these commute cumulative actions behaviors and the way you serve that builds your trust equity and it's about deliberate consciously making conscious deliberate actions behaviors and communication that build trust right it's like deposits.
[39:14] SPEAKER_05: It's like a crime. You practice you practice this at home. I try every day. I strive to and see that's the great thing about that's the great thing about this is that you know none of us are perfect rivers I try I strive to however every day is a different day and you know there's probably lots of days that you know I'm probably not the best list nearest.
[39:44] SPEAKER_05: Sometimes it's quite regular that sometimes you know my husband might say I told you this Natalie didn't you remember and I mean I strive to but you know the reality is it's it's still a work in progress I work every day to be a trusted advisor not only you know to my clients and my friends and my colleagues but it's not a good thing to do it.
[40:14] SPEAKER_01: It's an ongoing right you can never never stop. I love it. I love it. Well you're you're playing it would I love about what your journey is about you actually you actually are driven by passion you're driven by a component of you didn't really know what where was going to go so that's true entrepreneurship.
[40:38] SPEAKER_01: You found a golden nugget of value to be able to serve customers around the world which is fantastic in this day and age and and you know you're not just about being a facilitator you're also about being a woman business owner that really is driving entrepreneurship to the next level with your business now do you have any team members that work with you in helping you to facilitate the programs.
[41:05] SPEAKER_05: Oh yeah of course I have an operations manager I have a great phenomenal editor I work with a marketing agency I have a bookkeeper an account I work with a couple of speakers bureaus right on and I assume you alluded to I have a business development agent in the US
[41:31] SPEAKER_05: my online course is on different platforms I work with association different associations that have accredited my online course and I really love to them as partners because you're all your members who are taking my online course becoming a trusted advisor to you know have their ongoing certified professional.
[41:53] SPEAKER_01: Yeah it's fantastic yeah it's fantastic how long has that been in existence.
[41:58] SPEAKER_05: I'm in meditation well with different organizations various amount of time yeah so good for you.
[42:06] SPEAKER_01: For the last few years yeah that's like getting tenured.
[42:10] SPEAKER_05: It's like getting tenured okay well there you go yeah yeah I mean actually that is one thing this kind of kind of fun actually is that you know I'll meet project managers that say okay well you know I'm going to get a job.
[42:23] SPEAKER_05: I'm doing this for my for my PMP certification or I have professional engineers like even had a you know a group of lawyers accountants that do it you know technical designations insurance financial services so that's beautiful yeah it's great.
[42:44] SPEAKER_01: It's beautiful well Natalie look look this has been an amazing conversation I promised you I would take 30 minutes it's taken 50.
[42:52] SPEAKER_01: Oh wow that's all right well that's the other thing I talk a lot that's good I mean when the conversation is great and captivating you don't mind keeping it going and that's the point I make that reference point so yeah people now know how to get a hold of you they know now how to get your book and so on so it's really great.
[43:14] SPEAKER_01: So much for Indian and Atlantic Indian entrepreneur with the with the golden nugget or nugget around trust and and I'm equally happy to hear that you're being successful with it so keep up the magic and thanks so much for being part of Canada's podcast.
[43:31] SPEAKER_05: Thanks for having me Rivers.
[43:32] SPEAKER_00: From unsolved mysteries unexplained phenomena from comedy goal to relationship fails Amazon music's got the most ad free top podcasts included with prime download the Amazon music app today.
