Four tips to become a DIY PR Pro

SmartCompany - Four PR Tips - Liam Fitzpatrick - Commswork - B2B tech PR agency Brisbane Sydney Melbourne.

This article was originally published on Smart Company.

The results are in. And startups across Australia have spoken. Media coverage is the number one need for founders in the next six months according to the latest Startup Muster report.

So you’ve got a great product, what do you do next?

Well at the very early stages you probably don’t need an agency. The time to think about external support is when you have a working product with a pipeline of regular news and the need for customers, staff, partners or investment I’d say as a rough guide.

These steps should help with taking what you want to say and turning it into something the media will care about.

      1. Finding your angle

As a founder you’ll be used to giving your elevator speech at networking events. Which is great. However you’re not always going to use the same pitch for securing media coverage. And only telling people what you do won’t be enough. Unfortunately you’re not the only one spruiking your wares. And sadly not everyone will care about your startup or the product you’ve just launched. So maybe hold off on the press release for the beta launch of version 4.1.

You need to give a journalist a reason to write about your story. A hook.

– Do you have a product/service which is genuinely new and different?
– Or has a tech giant like Facebook, just bought a company that operates in your space?
– Or has the government allocated more funds for R&D in your industry?

2. What makes a story?

    Tying yourself to the news agenda will give the journalist a better chance of getting a story greenlit from their editor – because not only is it topical, but it’s part of a wider trend which is in itself newsworthy. Give them what they need.

    Firsts – has your startup created a world-first or global breakthrough in research?
    A familiar product/service with a new twist – are you the Uber…for gardeners?
    An interesting backstory (profile interview) – did you meet your co-founder while dancing naked round a fire at Burning Man?
    New research or data – particularly if it backs up or disproves assumptions
    Opinions – there is space, for articles like this one, from those with advice or opinions targeted for the audience of that media outlet
    Reaction to big news – if a journalist is going to be writing a story anyway, why not send your thoughts for what it means for your industry as they’ll require sources to stand up their story – e.g. comment on what Instagram’s latest update means for retailers.

    Look at what the journalist you’re contacting has written before and suggest something similar or a well argued follow-up. Don’t add to the 100’s of irrelevant emails a journalist receives on a daily basis.

    Key Takeaway – create a ‘why now’ moment for a journo, focus on how you differ from competitors and tailor your approach by taking it to someone who will care.

    Know your audience

      You wouldn’t try to sell an industry-leading-proprietary-turnkey-SaaS-tech-stack-solution to a market greengrocer. So don’t try and convince a journalist who focuses on entertainment that your marketplace for pigeon fanciers is the hottest ticket in bird-tech right now.

      While we’re at it, keep your writing simplified. Jargon, like the paragraph above, seeks to exclude others. Buzzwords indicate a lack of understanding. And cliches demonstrate a limited diction.

      PR needs to be targeted, just as your startup needs to be appropriately positioned in market. If you’re speaking with a startup journalist, there’s a good chance they’re going to be interested in funds you’ve raised or the new way you’re targeting the market.

      If you’re speaking to a writer with a retail beat (subject they cover), why not focus on the impact or behaviour change your product is having on customers.

      Journalists are consumers too. They don’t understand your internal corporate-speak. A quick litmus test is if your parents can’t understand how you’ve explained it, you haven’t simplified it enough. And remember personality and even humour is allowed in pitching.

      Key Takeaway – research what has worked previously with a journalist and add your own unique stamp on it.

      Be available

    Journalists have deadlines which are increasingly short. By reading what they write about, you’ll get a sense for what might be coming up and when you can pre-empt with an authoritative viewpoint. Through providing value to them, you can start to become relied on and even have the journalist coming to you for comment. So make yourself available and deliver on any promises. There are enough people that don’t to make you stand-out.

    Key Takeaway – It’s all about showupability.

    Liam Fitzpatrick is founder of Commswork and host of ‘Cut the Cliches’ podcast

Cut the Cliches – Episode Six – Sarah Kelly

Apologies for the delay loyal listeners. Life, or more specifically the birth of our first baby, has delayed things slightly on the podcast front. We will be posting every other Sunday for here on, so check back soon for the next episode.

For this one though we tackle, Sports Marketing, which is never far away from the headlines – whether it’s Nike’s campaign with Colin Kaepernick or the fall-out from the sandpaper-gate scandal which rocked Aussie cricket.

In episode six we enlist the help of Sarah Kelly. We caught up with the Associate Professor of Law and Marketing at her University Queensland office to find out why sports sponsorship can be a good investment.

Sarah is also:
Brisbane Lions, Deputy Chair
Global Esports Institute, Director
Sports Analytics, Director
Tourism & Event QLD, Non-exec Director
Wandering Warriors, Director
National Education Advisory Committee AICD, Advisory Member
Speak Study, Director

Sarah leads a global sports innovation accelerator at UQ, and has been a judge and mentor for two of these accelerators, including pitching finals during the NBA Allstars event in LA and the Commonwealth Games.

She has multidisciplinary expertise in marketing, psychology and law and is globally known for her research and consulting in sports management, law and marketing. She is widely published in the sports field, with recent projects including, sports scandal impacts, mega sporting event legacy impacts, sponsorship metrics and esports.

We cover:
– the burgeoning esports sector
– the commercial impact of sports-stars’ indiscretions for sponsors
– the tribal behaviour of fans
– the brand opportunity within female sports
– we touch on the ‘Sandpaper-gate’ scandal
– And the buzz Nike was able to generate with its purpose-marketing Kaepernick campaign.

Research, lack of commercialisation and Australia’s $315bn opportunity

This article was first published on StartupSoda.

We must choose door A.

The advice of CSIRO’s Data61 chief exec Adrian Turner, presenting a new report during his keynote at D61Live yesterday in Brisbane.

He explained that Australia is at a crossroads. A very important choice will fork our future one way or the other. Door A involves us creating our own digital exports – the stark reality is that we currently lag at just 20% of the rate of our OECD peers in this area.

Australian industry lags behind in data competitiveness

Door B results in lagging further behind, and that’s just the start of the problems that would begin.

It’s an argument which Matt Barrie has been making for a few years. Few of the top 10 most valuable companies in Australia make their own digital products. The youngest of our big four was established in 1911! Scaling and exporting in the digital world becomes harder when this is not the case.

Dr Andrew Charlton from AlphaBeta, one of the authors of the report, added that many of the constraints which Australia previously suffered reduce in a digital economy. Challenges of smaller local market, greater distance between population densities and higher wages matter less when competing on the global stage, so “we need to think differently about comparative advantage”.

Adrian made the point that many of the algorithms we use today, have been around since the 70’s – but “we don’t have the tech talent”, we’re already behind and every day “that delta is only going to grow” added Dr Charlton.

From idea to market

The question across the whole day was how to turn the great research which Australia is responsible for, e.g. Wifi, into a product we can commercialise? How can we bridge the gap between breakthrough and branding, taking the product all the way to market? Why is R&D going down comparatively with other OECD countries?

Aussie public investment in R&D is largely indirect

Brisbane’s Chief Digital Officer, Cat Matson, was keen to emphasise that there’s no one party responsible for Australia succeeding as a country. “It’s about how do we still get everyone together” she added, focusing both on celebrating what we can do fast, while still painstakingly and rigorously testing efficiency and market-fit in the background.

However some of the timeframes imposed by academia for collaboration are too slow. AI specialist from Queensland’s Office of the Chief Entrepreneur, Dr Natalie Rens, spoke of experiences with academia, where it can take a year to form partnerships because of administration. “It’s difficult in Australia as research is tied to universities who typically demand extensive IP agreements and take a 30% equity stake in the end product…we need to be more like the States where it’s a one page agreement, maybe 5% equity and let’s go.”

One solution is to focus on specific problems, entrepreneur Bevan Slattery offered. We need more imagineering and problems with a social license which can be approached from a state and national level, life the Reef. We need to ‘reshot’ and find our solutions through science and innovation – which is what the Data 61 Challenge program is doing with its first mission Food Provenance (managing transparency in supply chain) – it’s about “grabbing great thinking, capital and solutions through partner networks” says Data61’s Ben Sorensen.

Mega Trending

When is a trend not a trend? When it’s a megatrend – typically a large cluster of smaller trends.

Six interconnecting, venn-diagram-piecing trends the latest CSIRO report on the issues focuses on include:

– Intelligent machines
– Digital dividends (improving productivity)
– Data driven
– Burning platforms
– Online burnout
– Reality bites

Six digital megatrends

Discussion around Industry 4.0 and the future of automation, brings a unwarranted amount of scaremongering. The megatrend of ‘intelligent machines’ comes with the harbinger of a stat that 47% of jobs will be taken by automation within a couple of decades. In reality though, jobs redefine and augment with technology rather replace. A lot of the repetitive roles may go, but hopefully this will free up time for humans to be more human and add value through creative thinking and applying the technology in additive manner.

The benefits are clear, Dr Wen Wu explained the Case Crunch (2017) experiment which pitted 100 commercial London lawyers against AI when it came to predicting the outcomes of cases, given all of the facts. Needless to say the robots outperformed their human counterparts 87% accuracy compared with 62%. There are benefits of standardising elements of decision making.

But there are issues around bias both in the way we think about cases, but also those coding the algorithms responsible for coming to these conclusions. Ethics was a bigger issue which Day 2 panels were looking to address. What happens when all of the coders are white men?

It can’t just be in isolation

The final thought should go to Adrian Turner who warned attendees of the danger of having conversations in an echo chamber alone.

We don’t have the answers but data can certainly help and Australia must become more targeted in its approach to claw back its position on the global stage. All of our futures depend on it.

“Part of challenge is in communications, how do we get public to understand that the things that got 27 us years of economic growth aren’t going to get us through the next period.

“I’m more optimistic than ever that we’ll get through. Because we have to. But also because there’s already been a shift in the last three years” since coming back says Turner.

Cut the Cliches – Episode Five – Ben Beath

Digital.

A word which has become increasingly ambiguous. From a periphery channel, to core competency.

Within marketing the digital element of a campaign used to be considered as an after thought. Today brand planning centres around reaching consumers in a digital world.

It still means differing things, depending on who you ask. And for us here at ‘Cut the Cliches’, we turned to a man who has decades of experience in the field, leading his agency since 2009 and the era of mobile, through to the customer experience focus which his 150+ agency has today.

Ben Beath, MD at Loud & Clear helps brands transform internally to become more digitally enabled. Simply put, it’s about taking legacy infrastructure and streamlining the process for today’s increasingly time-poor workforce. This can, and often does involve automation, as we discuss the impact of Industry 4.0 on how jobs are viewed. Ben speaks about how to mesh technology decisions with customer-centred design thinking – we ask him what this means in practice for brands like AGL and FFA that he’s worked with.

Cut the cliches - Commswork - Loud & Clear - Ben Beath

We caught up with Ben, in his central Melbourne office, on one of the floors which the agency has expanded to following its acquisition by US-based global IT consulting group Avanade.

Throughout the podcast we discuss:
– what the acquisition means for Loud & Clear
– what are the most over-used phrases in the industry
– the effects of automation on the workforce
– the rise of customer experience officers in brands and how it’s affecting briefs
– how digital agencies can differentiate themselves in an increasingly crowded market
– and the effect consultancies are having on the conversations he’s having with clients

Next week we have a special on voice search, so tune back in for that.

Until then, enjoy your week.

Cut the Cliches – Episode Four – Jalaluddin Shaik

When we’re not reading about new technology, it’s fair to say that our head of communications is probably watching sport. And while the AFL/NRL seasons are heading towards their entertaining conclusions, our weekends will soon be revived with the NFL and a summer of cricket. Oh and of course the EPL, sorry, Premier League is also back.

But behind the soap opera-like twists every week, are the coaching teams developing tactics to counter their latest opponents. Studying the game footage takes hours and days of dedication, but there are machine learning technologies which are looking to identify trends across vast data sets (or game film).

Sydney-based GameFace.AI is one of those businesses. Created by sports nut Jalaluddin Shaik, the startup has pivoted from movie analytics and is pioneering a new genre of sports assistance. His background is in AV technologies, having already designed and built large-scale audio and video platforms. Shaik also led engineering teams at Fortune500 companies, such as Intel, Apple, Denon, and Spotify. Now with an entrepreneurial focus, Shaik’s interest lies in applying artificial intelligence to analyse videos.

We caught up with him, prior to the rebrand from FlixSense, at Hub William St in Sydney to hear more about:

– the difference between AI and machine learning
– how FlixSense started what the rebrand means for the direction of the business
– what types of sporting codes is he working with
– how technology is changing the sports we see on TV
– and what effect it’s having at the lower levels of sport
– what’s next for GameFace and sports analytics in general

Next week we speak with Ben Beath, MD at Loud & Clear about the role of digital agencies.

See you then.

We headed to Melbourne for Blockchain APAC and this is what we found…

“The doers will win”.

A rallying-cry, that felt more akin to the opening of a concert than a #Blockchain event, but for local-Melbournian Steve Vallas, it was more of a promise. Just 10 weeks after deciding to go through with his idea, Australia’s largest enterprise blockchain event was here and packed out.

Blockchain technology is big business. But what happens when big business gets serious about the blockchain?

There was a lot of education throughout the sessions as Vallas had ensured there were plenty of use cases for how the technology is affecting industry today.

A need comes before the solution

Aussie champions, Katrina Donaghy and Louise Mercer from Civic Ledger and Everledger respectively, were on hand to talk about their experience with Optus’s Cindy Nicholson.

Louise Mercer explaining “yes we do want to work with corporates”

Donaghy spoke of the need to focus on the customer first. Working together with the Queensland Govt, Civic Ledger discovered a market and had the problem validated first, then “we built out our focus on registry and marketplaces”.

Mainstream success needs collaborative consortiums like ANB

One of the biggest announcements came from Data 61, IBM and law firm Herbert Smith Freehills. As iTNews reported: “The CSIRO’s Data61 research and development shop is set to pilot a new blockchain-based, internet of things (IoT)-enabled platform to streamline the way Australian businesses exchange data, cement deals and work together”.

Business Insider reported Herbert Smith Freehills stating: “The ANB will enable organisations to digitally manage the lifecycle of a contract, not just from negotiation to signing, but also continuing over the term of the agreement, with transparency and permissioned-based access among parties in the network.”

So how do you develop a Proof of Concept (POC) for Blockchain?

Gendry Morales — CEO at Flight Plan, ran attendees through the 4 key steps on how to get your POC up and running.

Flight Plan CEO Gendry Morales

Her biggest pieces of advice were to:

– Drill down into the key customer problems you’re trying to solve and create customer profiles to really ensure you understand their needs.
– Ensure you really understand the reason why you’re using blockchain. Is it for disintermediation? Maybe it might be due to authenticity, permanence or scarcity? It’s crucial you work this out during you planning phases.
– Use a Blockchain Product Canvas (see below) to help you clearly address each element of your POC.

We’re just getting started

Elsewhere a number of speakers compared the situation with blockchain with where the web was in the mid-90’s. “We’re at 1.0”, said Louise Mercer, “so look at where the tech needs to evolve”. There’s a lot of opportunity.

The Red Cross showed its latest collaboration with TypeHuman and FlexDapps for using blockchain to sign up volunteers and authenticate their credentials.

And the energy from both streams was palpable — especially from Jason Lee who spoke about NEM, the non-for-profit platform, which had a couple of startups spruiking its appeal in the shape of Rocket Shoes and Copyright Bank.

Proof of Location on the way….

We were blown away by the knowledge and expertise of Kiersten Jowett, a researcher and blockchain educator.

Talking on the panel ‘Applications and SAAS Use Cases’, Kiersten spoke passionately about a range of topics from Proof of Location and how the Blockchain is more reliable than GPS — through to ways corporates can experiment with the fast-paced tech.

Joined on the panel by Steve Dyso — Partner at Deloitte, Scott Ni — Senior Director at Alibaba and Apurva Chiranewala — Strategy & Growth Lead at Sendle, Kiersten encouraged corporates to get involved in supporting blockchain projects. Her advice: ‘invest in a startup that’s disrupting the market and send your clients to them and then once the market matures absorb them’.

But can Blockchain help humanity?

Well according to Lina Lim — Director Blockchain Philanthropy Foundation, Head of Technology NSX, Chris Zhong — Digital Industry X.0 Blockchain Lead at Accenture and Rose Thompson — Project Manager at ConsenSys APAC it already is.

According to the landscape, Blockchain for Social for Impact is growing pretty quickly:

Rosa Thompson also spoke passionately about the connection between data ownership and the current concentration of power by oligopolies and monopolies.

The ConsenSys Project Manager spoke about how the potential of blockchain could help to distribute power from these multinational corporations by way of data sovereignty.

Rosa Thompson— Project Manager ConsenSys APAC

What comes next?

Murray Galbraith hosted Stephen Alexander from ConsenSys to wrap up proceedings with advice on how to implement what people had learned during the course of the day:

– Jason Potts, professor at RMIT Blockchain Innovation Hub opened the event with a keynote, and Stephen Alexander noted that his offerings contributed to making this one of the most comprehensive, intelligent and insightful blockchain events for applied business blockchain he had experienced. It included observations like “the fulfilment of trust accounts for 35% of the cost and effort across all supply chains today”. Alexander added that when the value of this is captured and tokenised then the tradable market value of trust within that sector alone will amount to billions of new value-based tokens.

– Cindy Nicholson of Optus raised the key question — what is the business value of adopting blockchain? Alexander, said that if you cannot predict, create, capture, validate, tokenise and then trade meaningful value — then it isn’t value, it’s just a vague benefit masquerading as value.

– The future trends of DApp development has been articulated by Joseph Lubin and the future can be summed up in one word…Coexistence.

– He noted that we are just at the beginning of deconstructing legal instruments and embedding them into the DNA of the next generation Internet such as the ethereum. He also explained that we would only need three of these instruments to be in use to aggregate the entire demand chain and for the first time in human history, match that with the existing supply chain via blockchain based exchanges. The era of search would be over. We couldn’t agree more!

– Embrace blockchain yourselves, become sovereign individuals and you can aggregate your collective tribal power says Alexander — in that way we can avoid next year’s event becoming a Groundhog Day.

This article was first published on the Beam Medium page.

Cut the Cliches – Episode Three – Steve Sinha

Data. It’s the new battleground.

We’re producing more than ever – 90% of all data in existence was created in the last two years, according to an IBM Marketing Cloud report. And that was at the end of 2016!

So how can we make the most of it? And what do marketers need to know about those harnessing it?

Cut the Cliches turned to a man who has spent most of his professional life answering those questions. For episode three, our host Liam Fitzpatrick was in Sydney to get the thoughts of Steve Sinha, COO (and acting-CEO) of the Australian Alliance for Data Leadership. Under that umbrella is a host of other organisational acronyms including ADMA, DGA, IAPA, DTC and IQ. His experience spans three decades in the industry across the UK and Australia.

We chatted with him back in the middle of winter, when we both had colds and England were still in the World Cup. (We’ve since witnessed that football did in fact not return home.)

Topics discussed ranged from:

– Steve’s background in media across UK and Australian agencies
– the future role of agencies
– a return to the full service model?
– how marketers can get the best out of their agencies,
– why brands are taking services in-house,
– the rise of customer experience
– the educational offering of AADL
– what’s next for the organisation in the next 12 months.

Next week we speak with Shaik from GameFaceAI about sports analytics.

Tune in then.

Commswork head of comms featured on Mumbrella

This article was first published on Mumbrella.

Head to Head: Does a client have the right to see its agency’s media pitch?

In this series, Mumbrella invites the industry’s senior PR professionals to share their opposing views on the industry’s biggest issues. This week, Liam Fitzpatrick, head of communications at Commswork, goes head to head with Opr’s Graham White and M+C Partners’ CEO Justin Kelly on whether clients should be able to see their agency’s media pitch.

Should clients be able to see what their agency is going to pitch to the media? Commswork’s head of communications and founder Liam Fitzpatrick says they absolutely should be able to in order to ensure both the client and the agency are aligned and projecting the same message.

Graham White, group managing director of technology and business at Opr, argues it’s not necessary, since a good client relationship should be built on trust.

Meanwhile, M+C Partners’ CEO Justin Kelly says clients don’t always understand what journalists want to see in a pitch and if the pitch contains too much “waffle and gibberish” from the brand, it will get rejected.

Yes, argues Liam Fitzpatrick, head of communications at Commswork:

“The simple answer, is yes. And to be clear, I’m not saying this should happen for every pitch. Sign off would undoubtedly become glacial. Perhaps just when starting out, to ensure everyone is aligned on messaging.

“But if ever asked, an agency should comply and share the pitch. Let’s take an analogy from agency life – expense claims. When everything is justifiable, things are good. You’re unlikely to be questioned on it. But if there’s a deviation, a $1,000 claim for ‘entertainment’ which looks suspect and unsubstantiated, then expect to be digging out those crumpled receipts.

Fitzpatrick says it is important to make sure everyone is on the same page

“It’s not just because the client is paying the wages of an agency either. Although in my mind, if the client owns the IP to the work being created, which in most cases they do, it follows that they should be able to view the manner in which it’s being discussed. After all, it’s their brand and reputation that you’re potentially affecting.

“More importantly there’s the issue of trust. If a client is asking to see a pitch, that bond has been fractured. So, a little insight may be needed to alleviate any concerns. When entering into an agreement with an agency, the client trusts that everything will be done to act in their best interests. They also assume that there’s a level of competence that comes as standard. The only reason that a client should ask to see a pitch, after the first stages, is if they suspect something is wrong.

“Yes, I believe a PR’s relationship with media is a priority, but one glimpse into your approach shouldn’t reveal anything more than you’ve already shared through your personal client interactions. It’s not going to convince the client that they could do your job. An agency is employed because of its ability to take what a business wants to say and translate this into a story its audience/the media wants to hear. That’s our job.

“I’ve previously hired an agency that continued to make basic grammatical errors and sent over copy which demonstrated a lack of understanding. When quizzed on simple concepts they couldn’t answer basic questions about the brand. Unsurprisingly when speaking with journalists about this agency, their emails were often discarded without ever being opened. That trust between client – agency – media had been broken beyond repair at every stage.

“In my experience, a good story sells itself. A less-initially-newsworthy story is where we can display our value. As skilled practitioners, this is where our craft is required, our counsel needed, together with our network of trusted relationships.”

Cut the Cliches – Episode Two – Elaine Pofeldt

We’re coming right back with another episode. Weekly now every Sunday.

Something for the morning commute.

And for this edition we speak with award winning journalist and author of The Million-Dollar One-Person Business, Elaine Pofeldt.

During the episode we cover:

– patterns of successful one person businesses
– achieving global reach through digital marketing
– how to find your niche
– maintaining balance in work/life
– importance of multiple revenue streams
– trends in freelancing

A massive thanks for Elaine’s patience in getting this one together.

Elaine Pofeldt, author of ‘The Million-Dollar One-Person Business’
Elaine Pofeldt is an independent journalist who specialises in small business, entrepreneurship and careers. She is the author of The Million-Dollar, One-Person Business, a look at how entrepreneurs are hitting seven-figure revenue in businesses where they are the only employees (Random House, Jan. 2, 2018).

Her work has appeared in FORTUNE, Money, CNBC, Inc., Forbes, Crain’s New York Business and many other business publications and she is a contributor to the Economist Intelligence Unit. She is also a ghostwriter.

As a senior editor at FORTUNE Small Business, where she worked for eight years, Elaine was twice nominated for the National Magazine Award for her features and ran the magazine’s annual business plan completion. Elaine graduated from Yale University with a BA in English. She lives in New Jersey with her husband and their four children and in her free time enjoys taekwondo, yoga and running.

Keep an eye out for next week’s edition with AADL’s Steve Sinha.

Commswork presents – Cut the Cliches Podcast – Episode One

It’s all happening.

That’s right, Commswork is launching a new podcast.

We look to get behind the jargon and buzzwords of an industry and every week we invite a guest to guide us through their field.

Kicking us off is Mark Gustowski. We headed to the Brisbane offices of QUT’s Creative Enterprise Australia CEO for episode one. We discuss Mark’s two decades of startup experience, including his time in the Melbourne scene during the Dot Com boom and London after the 2012 Olympics announcement.

Startup expert Mark Gustowski

In his own words, Mark is the CEO at QUT Creative Enterprise Australia, a startup factory based in Brisbane supporting startup founders in the creative tech verticals. With experience in building and supporting startups and growth companies across Australia, the US, Asia and Europe Mark has designed and run accelerator, incubator and investment programs nationally and internationally.

Having worked extensively across the public and private sectors, Mark has led the development of government policy and programs that support industry development and has also co-founded a number of startups in the tech, investment and FMCG sectors. Mark has invested in a number of Australian tech startups and sits on the board of organisations in the startup, renewable and investment sectors.

Having built national and international relationship that support Australian industry development Mark is passionate supporter of the Australian industry and tech space.

And we can confirm, he’s a thoroughly nice chap!

Enjoy.

Oh and look out for our next episode with author of The Million Dollar One Person Business and experienced journalist Elaine Pofeldt.