Afleveringen
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Are vision and purpose true assets and guiding stars?
Or are they reserved for the elite, the exuberant, the dreamer?
In this final episode of Shoot The Shift season 1, we discuss vision in business and what it can do for you and your business, no matter how big or small.
Thanks for tuning into season 1! We hope you enjoyed it!
Feel free to leave us some feedback in the comments section.
And reach out via email to let us know what youâd like us to talk about in a potential upcoming season!
Episode Outline:00:42: Did SHFT start with clarity?06:20: Some important questions you should answer10:45: How purpose drives us14:11: Removing uncertainty matters to us18:54: What drives Jason19:59: Purpose and vision: a Musky thing or not?21:40: How to work well together
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
ï»żTwitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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Content isnât always about how to be funny and entertaining.
Most times, itâs about showing up and proving that youâre the solution for their problems.
And thatâs never as true as it is for the B2B realm, where most growth seems to still be product-led.
Is there a way we can switch things up though and draw parallels from the B2C realm to make B2B content stand out just as much?
Letâs find out.
Episode Outline:01:00: Most B2B marketing sucks06:09: Can a food processing company post good content?10:23: Too much product-centric content is bad for business15:20: Itâs always about two things20:30: Make B2B more like B2C23:21: The Sassy Jason alter ego27:09: Understand your audience
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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Zijn er afleveringen die ontbreken?
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Personal branding is all the rage.
Is it anything else but hype, though?
A fabricated concept?
A fancy word that follows age-old principles but twisted to fit some narrative pushed by people desperate to sound more important than they are?
Letâs find out!
Episode Outline:01:10: What does Steph think about it 05:03: Should you focus on your personal or corporate brand?14:19: What you need to have a strong personal brand18:29: Selfies and Emojis: fair game?21:11: Jason on Personal Branding23:58: Whatâs up with crying, CEO?26:23: How to build your personal brand
Brand Game PlanAre you a solopreneur asking yourself whether you need a personal brand?
Better yet, are you looking to build a profitable freelance business without sacrificing your lifestyle?
We have just the thing for you: our Brand Game Plan workbook.
Follow along and finally understand how to stand out, get more inbound leads, and make more money. More info right here: https://shft.agency/brand-game-plan
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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In this episode, Jason and Steph are talking about how to actually monetize Linkedin.
This is a topic Jason is passionate about, because this is how SHFT was born.
We go through the main steps you need to take if you want to be successful on the platform:
Focus your content on one topicEngage a lot with peopleStay consistentAnd guess what?
At the end, youâll also discover how #SassyJason came to be.
We hope you enjoy!
Episode Outline:01:45: How do you build a strategy to make money on Linkedin05:43: How much repetition is too much repetition?11:14: People donât remember your shit!15:04: Step-by-Step to Monetize Linkedin17:50: Time to Hit The âLinkedin Organic Reachâ panic button?20:01: How Linkedin works25:03: Become a bigger creator
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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We donât dislike selfies, we just hate the no-context ones.
Todayâs episode is about content and whether you should âJust startâ or not.
We personally donât like the advice, because we donât think it can generate the kind of results youâre after fast enough.
But what do we know, weâve only turned unknown brands into major players for just a couple of decades nowâŠ
Also, get ready for a whole lot of Jason today!
Episode Outline:04:43: People disconnect their content from their goals08:54: What newbies need to hear10:00: What we teach our clients14:51: Each platform eventually becomes the product16:40: Our beef with Linkedin, selfies, and just starting20:55: The learning curve of when you just get started26:03: Where a content strategy comes into play
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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Meat science meets content, they fall in love, and their baby becomes a category leader in the food equipment industry.
On this one, we tackle content, and what its true purpose is.
Branding tactic?Marketing tactic?Or should it be on its own?We discuss this and go into detail with two very real examples:
The first goes into how content helped a client go from $3M annual recurring revenue (ARR) to $30M+.
The second tells you how only a tiny bit of the right content very quickly created a 5-figure-deal conversation for another client.
How do you see content?
Episode Outline:00:50: Content is more than promotion? 06:40: Is educational content the way to go?11:11: Where content has the most impact13:20: Should we really rebrand content?15:00: How content helped a client blow up18:44: Smokehouses, slicing meat, and content26:15: Content, very practically
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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Today we talk about Brand as a whole and what kind of work goes into it.
Some people attach it to marketing and see it as just a pretty design for your company.
Others think there are real tools that can help move the needle internally and externally for any company.
On this one, we take a long, hard look at 4 tools often seen as nonsense:
Brand archetypesBrand purposeBrand valuesBrand StoryDo we think theyâre fluff or not? And how could we use them using SHFT as an example?
Letâs find out.
Episode Outline:00:42: Is the branding industry just pedaling in snake oil?02:02: The brand archetypes04:07: This is where it gets interesting06:35: Can you actually use the archetypes? 08:31: The Archetypes arenât the only tool by the way20:20: How to leverage and activate some brand tools24:23: Brainstorming Shifty Two-Toes!
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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In this weekâs episode, we explore the concept of uniqueness. Thatâs all branders and marketers talk about after all, right?
Well, letâs figure out the ins and outs of uniqueness and how to stand out from the crowd.
We take you through some of our top-level processes to find that uniqueness and not only say youâre different but most importantly do and be different.
Also, whatâs up with all the European hate for American coffee? And what does the movie Elf have to do with any of it all?
Letâs find out.
Episode Outline:00:50 - How we see uniqueness03:43 - Why they probably wonât choose you06:30 - Uniqueness is more than messaging10:30 - Europeans hate American coffee12:08 - What happens after research?13:25 - Allow us to contradict ourselves19:17 - Whatâs SHFTâs Uniqueness?26:06 - Simple is so hard
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: https://www.shft.agency/
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Fight the watered-down ICP advice!
On this episode, Steph and Jason discuss the whole concept of the ideal customers.
What do they look like?How do you decide who fits the profile?Why would you pick them over anyone else?Most importantly, we give some actionable advice on how you can find them for yourself!
Episode Outline:03:22 - Be the Ideal Vendor for Your Ideal Customer05:38 - The personality mismatch09:50 - Should you keep the same ideal customer forever?12:20 - Your pricing is a love language for your ideal customer 16:06 - How do you find your ideal customer?19:44 - The key idea behind the whole concept23:45 - Final considerations to build an ICP
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: SHFT Agency
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Brand vs. Marketing is one of the hottest topics out there, regardless of industry.
Should you have a clear separation of power between Brand and Marketing? How can you think about your brand as a small business? And should you let it tower over your entire organization?
We took a crack at answering those questions on this weekâs episode.
Episode Outline:00:50 - The controversy around brand vs. marketing for B2B companies03:41 - The place of Brand in the organization07:26 - The point most people miss11:06 - The trickle-down effect of all your brand efforts on perception12:30 - âGo design a flier or something!â13:30 - The perception of every single touchpoint17:14 - What to do as a small and medium-sized business18:09 - How to activate the brand21:06 - The case for CBO over CMO22:30 - Is it worth it to specialize in Brand only?22:58 - Connect your brand back to your entire organization
About your hosts:Hosts Jason Vana and Stephane Egger are on a mission to remove uncertainty in your business so you can grow predictably and profitably. They combine and leverage their knowledge in brand and content strategy to help startups and big businesses alike reach their lofty goals!
Jason Vana spent 20 years developing brand, content, and marketing strategies that turned unknown businesses into worldwide, category-dominating brands. He founded SHFT in order to make those strategies accessible to more businesses.
Stephane Egger (or Steph) moved from Switzerland to the US in 2019 and shortly after joined forces with Jason at SHFT. With a background in Branding, Human science, and Marketing and Communications, he brings versatility in positioning international and local brands for lasting growth.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: SHFT Agency
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This is Shoot the SHFT, where two strategists come together and shoot the shit about brand, content, and business.
Our goal is to help you turn your brand into a long-term asset.
Donât worry, weâll keep the name-dropping and self-righteous boasting to a minimum. But, in true SHFT fashion, we wonât hold back on bold or candid takes.
We hope you enjoy and share with your team.
Connect with us:LinkedIn:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/in/stephaneegger/
Twitter:
https://twitter.com/jasonvana/
https://twitter.com/stephegger/
Youtube: https://www.youtube.com/@shftagency
Website: SHFT Agency
