John Jantsch is a renowned marketing consultant, author of seven books, and founder of Duct Tape Marketing, known for his expertise in small business marketing strategies.

He discusses the concept of treating customers as members, rather than mere buyers, to foster deeper relationships and long-term loyalty. John explains how a customer success track, which guides clients through different stages of growth, can transform marketing into a strategic journey.

And he highlights the significance of the Pareto principle in business, suggesting that focusing on the top 20% of customers, who are both profitable and likely to refer others, can dramatically enhance profitability.

Takeaways
Businesses should focus on creating a membership experience to foster customer loyalty.
Guide customers through a success journey, identifying key milestones for relationship growth.
Build trust by aligning with customers who share your business’s core values.
Prioritise the top 20% of customers to enhance profitability and referrals.
Foster a culture of mentorship and empowerment to align personal and business growth.
Implement a strategic marketing approach focused on trust-building and long-term relationships.

Follow John Jantsch 
https://ducttapemarketing.com/
https://www.linkedin.com/in/ducttapemarketing/http://www.facebook.com/ducttapemarketing
https://www.instagram.com/ducttapemarketing/
https://twitter.com/ducttape
https://www.youtube.com/user/ducttapemarketing

Books on this episode

The Ultimate Marketing Engine by John Jantsch https://amzn.to/3IEcFV9
Duct Tape Marketing by John Jantsch https://amzn.to/3veBK5T
How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often by Ray Edwards https://amzn.to/43rUCuU

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/
Made to Thrive: The practical, prescriptive guide on how to be a great CEO
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

Follow me: 
on https://au.linkedin.com/in/bradleygiles
on https://twitter.com/Evolution_Perth

Enjoying the show? Leave a review 

John Jantsch is a renowned marketing consultant, author of seven books, and founder of Duct Tape Marketing, known for his expertise in small business marketing strategies.
He discusses the concept of treating customers as members, rather than mere buyers, to foster deeper relationships and long-term loyalty. John explains how a customer success track, which guides clients through different stages of growth, can transform marketing into a strategic journey.
And he highlights the significance of the Pareto principle in business, suggesting that focusing on the top 20% of customers, who are both profitable and likely to refer others, can dramatically enhance profitability.
Takeaways 
<ul>
<li>Businesses should focus on creating a membership experience to foster customer loyalty.</li>
<li>Guide customers through a success journey, identifying key milestones for relationship growth.</li>
<li>Build trust by aligning with customers who share your business’s core values.</li>
<li>Prioritise the top 20% of customers to enhance profitability and referrals.</li>
<li>Foster a culture of mentorship and empowerment to align personal and business growth.</li>
<li>Implement a strategic marketing approach focused on trust-building and long-term relationships.</li>
</ul>
Follow John Jantsch  <a href="https://ducttapemarketing.com/">https://ducttapemarketing.com/</a>   <a href="https://www.linkedin.com/in/ducttapemarketing/">https://www.linkedin.com/in/ducttapemarketing/</a> <a href="http://www.facebook.com/ducttapemarketing">http://www.facebook.com/ducttapemarketing</a> <a href="https://www.instagram.com/ducttapemarketing/">https://www.instagram.com/ducttapemarketing/</a>   <a href="https://twitter.com/ducttape">https://twitter.com/ducttape</a>   <a href="https://www.youtube.com/user/ducttapemarketing">https://www.youtube.com/user/ducttapemarketing</a>  
Books on this episode
The Ultimate Marketing Engine by John Jantsch <a href="https://amzn.to/3IEcFV9">https://amzn.to/3IEcFV9</a>   Duct Tape Marketing by John Jantsch <a href="https://amzn.to/3veBK5T">https://amzn.to/3veBK5T</a>   How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often by Ray Edwards <a href="https://amzn.to/43rUCuU">https://amzn.to/43rUCuU</a>  
Watch the episode on YouTube: <a href="https://www.youtube.com/@TheEvolutionPartners">https://www.youtube.com/@TheEvolutionPartners</a>
Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter <a href="https://evolutionpartners.com.au/subscribe/">https://evolutionpartners.com.au/subscribe/</a>
Books – Learn more about our books <a href="https://evolutionpartners.com.au/books/">https://evolutionpartners.com.au/books/</a>   Made to Thrive: The practical, prescriptive guide on how to be a great CEO Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process.  Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.
Follow me:  on <a href="https://au.linkedin.com/in/bradleygiles">https://au.linkedin.com/in/bradleygiles</a>  on <a href="https://twitter.com/Evolution_Perth">https://twitter.com/Evolution_Perth</a>
Enjoying the show? Leave a review

A place for the world’s leading thinkers, planners and doers.

The Evolution Partners is a weekly podcast hosted by Brad Giles. Join Brad as he engages in conversations with some of the world’s sharpest minds, learning a bit more about them and delving into what makes them tick.

A place for the world’s leading thinkers, planners and doers.
The Evolution Partners is a weekly podcast hosted by Brad Giles. Join Brad as he engages in conversations with some of the world’s sharpest minds, learning a bit more about them and delving into what makes them tick.

The Evolution Partners

Each week Brad Giles talks with the world’s leading thinkers, planners and doers who are helping to build great companies in their own way.

We learn how the work they’re doing is creating an impact and get to know a little bit more about them, and what makes them tick.

Each week Brad Giles talks with the world’s leading thinkers, planners and doers who are helping to build great companies in their own way.
We learn how the work they’re doing is creating an impact and get to know a little bit more about them, and what makes them tick.

E17 | The Ultimate Marketing Machine with John Jantsch

Mo Fathelbab is a seasoned entrepreneur, leadership coach, and founder of Forum Resources Network, renowned for fostering authentic connections and impactful growth. An author and speaker, he explores the power of peer support and relationships in achieving meaningful success across organisations.

Mo highlights how fostering non-judgmental, confidential environments builds deep connections within organisations, contributing to high retention rates. He advocates for shared stories rather than direct advice to strengthen trust. Mo also introduces the concept of “forking up” or “forking down” in conversations – responding with vulnerability or invulnerability, respectively – to sustain meaningful connections.

Takeaways
Showing vulnerability helps leaders build trust and fosters a culture where authentic connections thrive.
Confidentiality is crucial for creating spaces where people feel safe to communicate openly and honestly.
Sharing personal experiences rather than advice promotes supportive, non-judgmental environments that strengthen relationships.
“Forking down” in conversations by responding vulnerably builds connection, while “forking up” can disrupt it.
Workplace friendships create real business value by improving engagement and contributing to a positive environment.
Empathetic leaders prioritise understanding each team member, creating an inclusive space where everyone feels valued.
Gratitude and meditation practices enhance leaders’ resilience, improving their ability to balance work and relationships.
Effective facilitation fosters trust, enhancing collaboration, open communication, and collective problem-solving within teams.

Follow Mo Fathelbab 
https://www.mofathelbab.com/
https://www.facebook.com/mo.fathelbab/
https://x.com/fathelbab
https://www.linkedin.com/in/mofathelbab/

Books on this episode

Forum: The Secret Advantage of Successful Leaders, by Mo Fathelbab https://a.co/d/9wxT6xb
The Friendship Advantage: Seven Keys to Building Relationships That Transform Culture and Drive Productivity, by Mo Fathelbab https://a.co/d/1J7TltG
Positive Intelligence: Why Only 20% of Teams and Individuals Achieve Their True Potential AND HOW YOU CAN ACHIEVE YOURS by Shirzad Chamine https://amzn.to/3WPI9Q6
Mans search for meaning by Viktor E Frankl https://amzn.to/3WT1Iaj

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

Follow me: 
on https://au.linkedin.com/in/bradleygiles
on https://twitter.com/Evolution_Perth

Enjoying the show? Leave a review 

Mo Fathelbab is a seasoned entrepreneur, leadership coach, and founder of Forum Resources Network, renowned for fostering authentic connections and impactful growth. An author and speaker, he explores the power of peer support and relationships in achieving meaningful success across organisations.
Mo highlights how fostering non-judgmental, confidential environments builds deep connections within organisations, contributing to high retention rates. He advocates for shared stories rather than direct advice to strengthen trust. Mo also introduces the concept of “forking up” or “forking down” in conversations – responding with vulnerability or invulnerability, respectively – to sustain meaningful connections.
Takeaways
<ul>
<li>Showing vulnerability helps leaders build trust and fosters a culture where authentic connections thrive.</li>
<li>Confidentiality is crucial for creating spaces where people feel safe to communicate openly and honestly.</li>
<li>Sharing personal experiences rather than advice promotes supportive, non-judgmental environments that strengthen relationships.</li>
<li>“Forking down” in conversations by responding vulnerably builds connection, while “forking up” can disrupt it.</li>
<li>Workplace friendships create real business value by improving engagement and contributing to a positive environment.</li>
<li>Empathetic leaders prioritise understanding each team member, creating an inclusive space where everyone feels valued.</li>
<li>Gratitude and meditation practices enhance leaders’ resilience, improving their ability to balance work and relationships.</li>
<li>Effective facilitation fosters trust, enhancing collaboration, open communication, and collective problem-solving within teams.</li>
</ul>
Follow Mo Fathelbab  <a href="https://www.mofathelbab.com/">https://www.mofathelbab.com/</a> <a href="https://www.facebook.com/mo.fathelbab/">https://www.facebook.com/mo.fathelbab/</a> <a href="https://x.com/fathelbab">https://x.com/fathelbab</a> <a href="https://www.linkedin.com/in/mofathelbab/">https://www.linkedin.com/in/mofathelbab/</a>
Books on this episode
Forum: The Secret Advantage of Successful Leaders, by Mo Fathelbab <a href="https://a.co/d/9wxT6xb">https://a.co/d/9wxT6xb</a> The Friendship Advantage: Seven Keys to Building Relationships That Transform Culture and Drive Productivity, by Mo Fathelbab <a href="https://a.co/d/1J7TltG">https://a.co/d/1J7TltG</a> Positive Intelligence: Why Only 20% of Teams and Individuals Achieve Their True Potential AND HOW YOU CAN ACHIEVE YOURS by Shirzad Chamine <a href="https://amzn.to/3WPI9Q6">https://amzn.to/3WPI9Q6</a> Mans search for meaning by Viktor E Frankl <a href="https://amzn.to/3WT1Iaj">https://amzn.to/3WT1Iaj</a> 
Watch the episode on YouTube: <a href="https://www.youtube.com/@TheEvolutionPartners">https://www.youtube.com/@TheEvolutionPartners</a>
Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter <a href="https://evolutionpartners.com.au/subscribe/">https://evolutionpartners.com.au/subscribe/</a>
Books – Learn more about our books <a href="https://evolutionpartners.com.au/books/">https://evolutionpartners.com.au/books/</a>  Made to Thrive: The practical, prescriptive guide on how to be a great CEO  Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process.  Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.
Follow me:  on <a href="https://au.linkedin.com/in/bradleygiles">https://au.linkedin.com/in/bradleygiles</a>  on <a href="https://twitter.com/Evolution_Perth">https://twitter.com/Evolution_Perth</a>
Enjoying the show? Leave a review

E24 | The human side of leadership with Mo Fathelbab

Barb de Corti is a passionate entrepreneur who has grown her business, ENJO Australia and Santé Skincare, from selling microfibre cloths at expos to achieving over a billion dollars in sales. As an avid learner and advocate for sustainability, she has built a carbon-neutral, ethical business committed to fair practices and reducing environmental impact. It has resulted in a cult following for her products over the years.

Initially, she aimed to educate consumers on effective, chemical-free cleaning through demonstrations, a novel approach at the time. Although the business experienced rapid growth, scaling from 150 to over 2,500 consultants and reaching $80 million in turnover, the success brought challenges, including overwhelming demands, financial missteps, and personal tolls.

Now, post-COVID, she focuses on cultivating a loyal customer base and adapting to shifts in consumer habits, including digital sales. Her current goal is to build a more sustainable, customer-focused business that emphasises affordability, safety, and environmental impact.

Takeaways
Educating customers on the mental health benefits of sustainable cleaning practices builds trust.
Starting with a direct-selling model, in-person demos foster engagement and boosted growth.
Rapid growth can create operational strain and temporarily impact passion and purpose.
Effective cash flow management is essential for maintaining financial stability.
Balancing online sales with in-person demos aligns with evolving consumer preferences.
Cult status builds loyalty through shared purpose and giving customers a voice.
Eco-friendly products resonate with values around reducing chemical use, water waste, and plastic.
A “better business” focuses on sustainable practices over high turnover.

Follow Barb de Corti 
https://www.enjo.com.au/
https://www.linkedin.com/in/barbdecorti/

Books on this episode

Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dr Dan Ariely https://amzn.to/46ddBe8

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

Follow me: 
on https://au.linkedin.com/in/bradleygiles
on https://twitter.com/Evolution_Perth

Enjoying the show? Leave a review 

Barb de Corti is a passionate entrepreneur who has grown her business, ENJO Australia and Santé Skincare, from selling microfibre cloths at expos to achieving over a billion dollars in sales. As an avid learner and advocate for sustainability, she has built a carbon-neutral, ethical business committed to fair practices and reducing environmental impact. It has resulted in a cult following for her products over the years.
Initially, she aimed to educate consumers on effective, chemical-free cleaning through demonstrations, a novel approach at the time. Although the business experienced rapid growth, scaling from 150 to over 2,500 consultants and reaching $80 million in turnover, the success brought challenges, including overwhelming demands, financial missteps, and personal tolls.
Now, post-COVID, she focuses on cultivating a loyal customer base and adapting to shifts in consumer habits, including digital sales. Her current goal is to build a more sustainable, customer-focused business that emphasises affordability, safety, and environmental impact.
Takeaways
<ul>
<li>Educating customers on the mental health benefits of sustainable cleaning practices builds trust.</li>
<li>Starting with a direct-selling model, in-person demos foster engagement and boosted growth.</li>
<li>Rapid growth can create operational strain and temporarily impact passion and purpose.</li>
<li>Effective cash flow management is essential for maintaining financial stability.</li>
<li>Balancing online sales with in-person demos aligns with evolving consumer preferences.</li>
<li>Cult status builds loyalty through shared purpose and giving customers a voice.</li>
<li>Eco-friendly products resonate with values around reducing chemical use, water waste, and plastic.</li>
<li>A “better business” focuses on sustainable practices over high turnover.</li>
</ul>
Follow Barb de Corti <a href="https://www.enjo.com.au/">https://www.enjo.com.au/</a>   <a href="https://www.linkedin.com/in/barbdecorti/">https://www.linkedin.com/in/barbdecorti/</a>
Books on this episode
Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dr Dan Ariely <a href="https://amzn.to/46ddBe8">https://amzn.to/46ddBe8</a>
Watch the episode on YouTube: <a href="https://www.youtube.com/@TheEvolutionPartners">https://www.youtube.com/@TheEvolutionPartners</a>
Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter <a href="https://evolutionpartners.com.au/subscribe/">https://evolutionpartners.com.au/subscribe/</a>
Books – Learn more about our books <a href="https://evolutionpartners.com.au/books/">https://evolutionpartners.com.au/books/</a>  Made to Thrive: The practical, prescriptive guide on how to be a great CEO  Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process.  Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.
Follow me:  on <a href="https://au.linkedin.com/in/bradleygiles">https://au.linkedin.com/in/bradleygiles</a>  on <a href="https://twitter.com/Evolution_Perth">https://twitter.com/Evolution_Perth</a>
Enjoying the show? Leave a review

E23 | Building a Billion Dollar Cult Brand with Barb De Corti

Shannon Susco is an entrepreneur and author who founded a successful coaching practice and developing the influential Metronomics Strategic Execution Framework. She's received multiple accolades, including recognition as one of Canada’s Top 100 Most Powerful Women and the Universal Women’s Network Game Changer Award.

Shannon emphasises the need for business owners to develop a clear strategy and system, noting how this can significantly enhance both profit and company value. She recounts her transition from CEO to coach, underlining the value of reflection, personal goals, and team dynamics in maintaining passion for one’s business.

Takeaways
Strategic execution requires aligning teams with clear goals and priorities.
The Metronomics framework focuses on consistent execution and measurable results.
Effective planning involves anticipating obstacles and preparing solutions in advance.
Building a strong company culture drives engagement and productivity.
Collaboration fosters innovation and enhances overall team performance.
Regular feedback loops are essential for continuous improvement and adaptation.
Prioritising tasks helps manage resources and focus efforts effectively.
Personal resilience is key to overcoming challenges and achieving success.

Follow Shannon Susko 
https://www.metronomics.com/
https://www.linkedin.com/in/shannonbyrnesusko/
https://www.youtube.com/@metronomicssystem

Books on this episode 
10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan https://amzn.to/3SkfVu4
The M Game: The Metronomics Monograph by Shannon Susko https://amzn.asia/d/hSVKC9i
3hag Way: The Strategic Execution System that ensures your strategy is not a Wild-Ass-Guess! By Shannon Susko https://a.co/d/h4FRkqr
The Metronome Effect: The Journey To Predictable Profit by Shannon Susko https://a.co/d/dOrSYBe
Metronomics: One United System to Grow Up Your Team, Company, and Life by Shannon Susko https://amzn.asia/d/a60Xu5u

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

Follow me: 
on https://au.linkedin.com/in/bradleygiles
on https://twitter.com/Evolution_Perth

Enjoying the show? Leave a review 

Shannon Susco is an entrepreneur and author who founded a successful coaching practice and developing the influential Metronomics Strategic Execution Framework. She's received multiple accolades, including recognition as one of Canada’s Top 100 Most Powerful Women and the Universal Women’s Network Game Changer Award.
Shannon emphasises the need for business owners to develop a clear strategy and system, noting how this can significantly enhance both profit and company value. She recounts her transition from CEO to coach, underlining the value of reflection, personal goals, and team dynamics in maintaining passion for one’s business.
Takeaways
<ul>
<li>Strategic execution requires aligning teams with clear goals and priorities.</li>
<li>The Metronomics framework focuses on consistent execution and measurable results.</li>
<li>Effective planning involves anticipating obstacles and preparing solutions in advance.</li>
<li>Building a strong company culture drives engagement and productivity.</li>
<li>Collaboration fosters innovation and enhances overall team performance.</li>
<li>Regular feedback loops are essential for continuous improvement and adaptation.</li>
<li>Prioritising tasks helps manage resources and focus efforts effectively.</li>
<li>Personal resilience is key to overcoming challenges and achieving success.</li>
</ul>
Follow Shannon Susko  <a href="https://www.metronomics.com/">https://www.metronomics.com/</a>  <a href="https://www.linkedin.com/in/shannonbyrnesusko/">https://www.linkedin.com/in/shannonbyrnesusko/</a>  <a href="https://www.youtube.com/@metronomicssystem">https://www.youtube.com/@metronomicssystem</a>
Books on this episode  10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan <a href="https://amzn.to/3SkfVu4">https://amzn.to/3SkfVu4</a>  The M Game: The Metronomics Monograph by Shannon Susko <a href="https://amzn.asia/d/hSVKC9i">https://amzn.asia/d/hSVKC9i</a>  3hag Way: The Strategic Execution System that ensures your strategy is not a Wild-Ass-Guess! By Shannon Susko <a href="https://a.co/d/h4FRkqr">https://a.co/d/h4FRkqr</a>  The Metronome Effect: The Journey To Predictable Profit by Shannon Susko <a href="https://a.co/d/dOrSYBe">https://a.co/d/dOrSYBe</a>  Metronomics: One United System to Grow Up Your Team, Company, and Life by Shannon Susko <a href="https://amzn.asia/d/a60Xu5u">https://amzn.asia/d/a60Xu5u</a>
Watch the episode on YouTube: <a href="https://www.youtube.com/@TheEvolutionPartners">https://www.youtube.com/@TheEvolutionPartners</a>
Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter <a href="https://evolutionpartners.com.au/subscribe/">https://evolutionpartners.com.au/subscribe/</a>
Books – Learn more about our books <a href="https://evolutionpartners.com.au/books/">https://evolutionpartners.com.au/books/</a>  Made to Thrive: The practical, prescriptive guide on how to be a great CEO  Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process.  Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.
Follow me:  on <a href="https://au.linkedin.com/in/bradleygiles">https://au.linkedin.com/in/bradleygiles</a>  on <a href="https://twitter.com/Evolution_Perth">https://twitter.com/Evolution_Perth</a>
Enjoying the show? Leave a review

E17 | The Ultimate Marketing Machine with John Jantsch

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