How to Build a B2B Community on LinkedIn

How to Build a B2B Community on LinkedIn – Podcast Show Notes

Episode Overview

Host Michelle J Raymond discusses with guest Pablo Gonzalez Co-Founder and CMO at Be The Stage how small businesses can harness the power of community building and reap the rewards.

  • Why build a B2B Community for your business?
  • Where to start when building a B2B Community?
  • Are Live Events the ultimate community builder format?
  • Avoid these rookie mistakes when starting out building your B2B community.
  • How to monetise your B2B community?

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Good for Business Show Podcast Episode

Good for Business Show LinkedIn Live Video

Full Transcript

Michelle J Raymond: [00:00:00] Hello everyone and welcome to the Good for Business Show, I’m Michelle J. Raymond, your host and joined by, I feel like you’re like my brother from another mother, Pablo Gonzalez. Welcome to my show this time.

Pablo Gonzalez: What’s up Michelle, my sister from another mister, happy to be on your show this time. This is awesome.

Michelle J Raymond: I know and we had so much fun last time that we spoke about this because you and I are really passionate about building B2B communities. So I am looking forward to this conversation and sharing your expertise with everybody. For people that haven’t crossed paths with you, tell us a bit about yourself. What do you guys do and how do you help businesses?

Pablo Gonzalez: Yeah. Somebody that’s been obsessed with being friends with everybody that can be my whole life, right? Like, I’ve always, I was the guy that knew a guy about something forever, way before I was a marketer and figured out how to basically reverse engineer that as a marketing motion under the fanatical belief that I’ve had for the last eight years, that community [00:01:00] creation is the future of business development and what I was experiencing in my personal life and the way that it moved my career along about 10 years ago, there was some way to create a go to market motion to do it and I think it was you that said this on my show, Michelle, right?

This idea that when you niche down, one of the, one of the powerful things about niching down is that there’s always going to be a topic du jour and if you provide a, if you get really, really into a niche, eventually your time’s going to be up, right? Your ticket’s going to get called and very recently, I feel lucky enough that this motion that we do, right, this content led community motion of an internet talk show and repurposing it and how to start building your B2B community is something that I’ve seen Chris Walker doing for a long time and now he’s talking about it. So all of a sudden it’s like coming out of the woodwork that people are talking about this stuff, and it kind of works out perfectly that we’re scheduled to talk about it today.

So that’s, that’s what we [00:02:00] do. We provide these marketing motions for companies that create community and it’s like a content led community creation motion where instead of producing content strategies, audience in, we do it relationship out and that creates a much faster feedback loop, creates a powerful connection on the front end that then makes the marketing material and the growth lever, easier to scale on the backend once it starts hitting.

Michelle J Raymond: Yeah and it’s really amazing and I feel like we’re twins. Exactly what you just raised there, I did a post just yesterday about my journey over the last 365 days generating a million impressions on my personal account. But the journey was starting back 12 months ago when no one wanted to talk about Company Pages, I was struggling in my nature.

I didn’t wholeheartedly believe it there for a while although something in my gut knew I was onto something and that I should keep going. Fast-forward you [00:03:00] talk about topics du jour, Company Pages are that.

I think B2B communities, I’m a hundred percent aligned with you on this one, is that they are shining and so we’re seeing, for me personally, it’s where companies get to have heart and soul and they get to shine, not just numbers and facts and figures. In your experience, why do we build a B2B community? The show today is about taking B2B from commodity to community, why bother?

Pablo Gonzalez: Michelle, my big Aha! Moment, I think we’ve talked about this, was at my brother’s funeral. 1200 people showed up to my brother’s funeral and at that moment, in this packed Catholic Church and everything that you know from growing up super Catholic to then becoming a teenager that questioned it forever on, everything kind of melted away when I realised this, isn’t just a Church. This isn’t my religion. This is my community and nothing can be more valuable to me than these people over the last two years and [00:04:00] in this moment and therefore I could never walk away from it.

And once that clicked in my head, I realised oh, this solves for churn. This creates LTV. This is something that companies can use to reduce their cost of client acquisition and increase their profitability per client by increasing the lifetime value of it. And once I, once my reticular activator started working, my first thing was like, oh man, this is like, what Harley Davidson does, right?

Like if I buy a Harley today, I can’t buy a Honda motorcycle in two weeks because I’m gonna lose my friends. So, you know, I’m there, right? And it’s just much easier to switch products and switch service providers than it is to switch friends.

So if companies can figure out a way to add this value, this great thing that we’re all seeking that has forever been ingrained in our human nature. If you have a way to provide this value to your clientele and prospects, then you you [00:05:00] will not lose clients because it becomes really, really sticky and it’s going to really help you bring in more of the ideal clients that you want because there’s nothing more powerful.

Eddie Yoon just said this on my podcast a couple of weeks ago, there’s nothing more powerful than two super consumers talking about the thing that they’re passionate about, while another potential super consumer happens to be listening and if you were that thing that they’re talking about, it’s over, like you’ve acquired that.

Michelle J Raymond: Yeah, it makes life so much easier. I’m with you. I come from a sales background so naturally like you, I am always connecting dots. I made such a career from being the go-to person. If in doubt, come to me, if I can’t help you I’ll point you in the right direction.

And you and I are like twins on that as well. You’re the “I know a guy, I know a guy that knows the guy.” That’s how I’ve done it. So now I just do that in my LinkedIn community because for me, it’s like, how do I distinguish my business? There are lots of other people that do, maybe similar services. There’s very few [00:06:00] true monopolies out there in this world, so for most of us we’re competing against people that have similar products and services. We all like to think we’re super unique and no one’s like us, but I think the power of the community takes you from just blending in to ‘pay attention to me’ and I find as a solopreneur, having built a community originally, I’ll be honest, it was because I was struggling working from home by myself. I realised I couldn’t do it by myself and it wasn’t like I was going to hire a team of a hundred people but I built one! They actually are my supporters, they’re my community they’re out there and I get the benefits of having them energise me, them making me want to be better. For my personal business, whilst it came out of something different, over time I went, when I’m asleep, these guys are working for me. Yeah, no brainer.

Pablo Gonzalez: It’s listen, it’s huge for you as a business and it’s huge for your clients, right? Like my first business that I started, [00:07:00] I was a green building consulting in Miami when there was maybe two other games in Town and this like era of collaboration wasn’t really, hadn’t really started, right? LinkedIn wasn’t that scale and I just found myself at every juncture being like, God, I wish I had somebody to bounce this off of. I don’t know if this proposal makes sense. I don’t know if I should be, like it’s so valuable to you as a solopreneur, especially it’s valuable to be part of a community.

If you’re a solopreneur or your clients are solopreneurs, man, that is a golden opportunity.

Michelle J Raymond: Yeah, it’s hard. I share about my entrepreneur journey in that I found it hard. I’m an extrovert that went from managing a team of 30 people who were at me all day, every day to all of a sudden being a solopreneur without any other teams to pick up all the other skillsets around me that I’d relied on them.

Ah hint, hint, Graphic Design, for instance, the Marketing Department, Branding all that kind of stuff. But now I’ve got like a team of people [00:08:00] who we just trade services. It’s old school barter. It is literally, I’ve got this, you’ve got that, we actually both need to just exchange and my business just keeps going up and up and up, as I be that for someone else and they be that for me. It’s it seems like old-fashioned but it’s actually what we’re craving

Pablo Gonzalez: Listen, it’s at the, it’s at the heart of our evolution, right? Like we did not come out of caves until we figured out how to work together, right? Like anything that human beings have accomplished that’s great, has come from some level of cooperation in a tribe. We’re hard grained to do it, so it’s a business too.

Michelle J Raymond: So, okay, I listened to Michelle and Pablo and I go, okay, community is the way of the future, but what do I do next? How do I actually build it? You’ve got so much experience in this. What do I do? How can I do it?

Pablo Gonzalez: Listen, Michelle, I think there is, there’s a couple fundamental things to keep in mind.

Number one, it’s much easier [00:09:00] to do this if you are a missionary not a mercenary, right? If you really care about the problem that you’re solving, then this is available to you. If you don’t care, I don’t think it’s going to work for your pal. To that point, you’ve really got to evangelize your mission, right?

Like people want to be part of something. They don’t, your product is just, or your service is one piece of something that your clients and your prospects and the people that you wish to serve, that they need on the path to a specific type of transformation based on something they really, really care about.

If you can become the bat signal for the thing that they really care about, now you can start cooking with fire, right? And then once you figure out what they really, really care about, take inventory of the things that they need, besides you, that they need for this mission, for this transformation that they’re seeking, right?

And once you figure that out, we call that our content lanes. If you can bucket a couple of different things that is going to add value to the people you’re trying to serve, then take inventory in your [00:10:00] clientele, or in your clientele and your network, in your company itself and your market, wherever, wherever you have access to.

Right now, we have, we’re really close to having access to just about anybody with a DM and take inventory of those people that you can provide that value to the problems that you’re trying to solve via an introduction to this person and a conversation about their expertise and then set up a regular cadence of this live internet talk show experiences, where the folks that you were trying to serve will get an invite and be like, I’ve been meaning to find out about this.

I’d love to get to know this person this, they didn’t just show up as a pain in the butt invite in my inbox. This is something that checks something off of my to-do list. I’m putting this on my calendar and I’m going to show up because I know that Michelle is going to make me feel connected to this person. I’m going to have access to that person after and I’m going to walk away with some actionable things of the things that I’ve been seeking. If you can take those three steps, take inventory of what they need, take inventory of who can serve that and [00:11:00] create a schedule of doing this and the feedback loop is going to start for you, right?

Like the feedback loop starts with, did people show up? Meaning was it interesting to them? Did people open that email? Was it interesting to them? Did they show up and who showed up? Was it the type of person that you want to build a community around? Are they showing up and what kind of questions, what kind of engagement are they asking? And once you start getting that data, that’s everything that you need in order to start guiding that ship towards getting more folks.

Michelle J Raymond: I am just yes, yes, yes and yes, that’s why I set up the Good for Business Show because I was having amazing conversations with experts around the World that were just setting me on fire.

Like when you and I talk, I get so excited. I’ve got to try and control myself today. I’m like just keep it relaxed because I’m just wow, my mind is blown. I want more people to know about that, so if I look at it, a community can start with just one or two [00:12:00] other people. Like it builds slowly.

It’s not like you have to go out and find a hundred people, a thousand people, whatever. It’s just that build it, connect two people, connect another person and it’s just this natural progression. So for me, Company Pages, I feel are going to fit in as a tool for this. I believe that we’ll see more and more groups coming to Company Pages.

We’ve seen it already, our Product Pages, so that’s normally software and things like that, like Canva, a prime example, has a Community Group on LinkedIn. So exactly what you said, they want people talking about their products. They want super consumers talking to each other about their products and it’s such an amazing group, where I get to be part of something I get to feel included. I get to feel valued. I get to share my expertise.

For me personally, I’m loving the way that LinkedIn is leading Company Pages to actually be a tool and it’s just one of many that I’m sure that there’s so much tech out there these days,[00:13:00] to set up communities, but I don’t want people to get lost in the tech because quite often I find people will stop doing something or not start building because they’re like, I don’t have the right product, I don’t have the right tech and it’s not about the tech, it’s about the spirit that you said and it’s the generosity.

I think you can’t build a community if you don’t lead from your heart and I just mean that because you’ve got to care, because you’re going to do a whole bunch of things that you don’t get paid for but you wholeheartedly believe in, is my personal opinion and I know you share something very, very similar around that. I do LinkedIn Live shows, you do live events, live TV style is what you set up like a regular show. Are they like the ultimate for you in building these things or are they just one part of, I guess, an arsenal of tools?

Pablo Gonzalez: We were recently at the Community Leaders Institute Expo in Memphis, my partner went, and the state of community [00:14:00] is such that what’s happening is it’s a big tailwinds, right? Like people are looking for community, companies are trying to tap into it.

The thing that they most struggle with is how do you engage the community? Like how do you get them to engage? How do you measure it? And what are the resources that we need to provide to this thing? For me, this internet talk show thing is the engagement tool, right? If we’re talking baseball, this is just like getting on base every time you come up to, to come up to bat, because it is the way that you open the door, right?

All communities that, I talked about it, from a Church perspective, right? But like all communities have some kind of ritual. They have some kind of common language. They have some type of stage that serves as the pinnacle of the moment when you’re in the cool club of the community.

You’re on that stage. And this live talk show format is just a very, very powerful, very doable way. With low costs and low barriers of [00:15:00] entry and the rapid rate of learning and return and scalability that I have found to do this. I don’t think it’s the ultimate thing. I think the ultimate thing is you’re like 10,000 person conference, right?

Like Dreamforce is the ultimate show of it, right? But like when you were getting started and when you have an audience and you want to form it into a community, this is the tool to congeal it. I think the other tool that is really underrated and it’s what I’m hottest on right now, which is to kickstart this thing, right?

You said something, people are so focused on having these large audiences and these large things but the power is in, if you have six or 16 or 60 people that all talk about you when you’re not around and they’re telling their friends about you, that’s the centre point of it, right?

So like in, in the most successful community we’ve launched thus far, that is a 3,700 person Facebook group. We’ve traced most of the profitability, which has been $40 million a year in this channel to about 25 to 30 people, [00:16:00] right? Like that’s, they are all touching, most of them are touching, they’re touching most of that $40 million in profit.

I found that the ramp up, the quick thing that you need is how do you get that 15 to 25 core group, right? How do you go from being the Superman or Superwoman of the Wonder Woman of the community to building out the Avengers of the community, right? The people that are going to be core engaged and are going to be bringing people in and you can scale.

What I have found is that a cohort online course does that very nicely, right? Like if that mission that you have and that thing that you can serve, you can provide a low cost opportunity for 25 people to opt into it and you can then get them on this cadence of going through this mission together to build out this thing but you indoctrinate them, that you always show up at this one time in this way, this place and they’re going to get advice during this time out of those 25. Eight to 12, are going to stick around, do it again. Now you’ve got 16 to 20, right? And then do it again. And it keeps adding up while the organic [00:17:00] community piece keeps growing.

I don’t know if you asked me for that piece, it’s just what, I’m what I’m hottest on right now of like the shortcut to making the show feel much more valuable, very quickly.

Michelle J Raymond: I had a really interesting conversation which flows on from this. So I do lots of LinkedIn lives, it’s one of my favourite tools that LinkedIn gives and what I’ve discovered is it actually, and someone said it in a discovery call this week, Michelle, it’s so amazing that I have access to you.

Now, they had me up on a pedestal, which I was not comfortable with, but at the same time, she’s like, you’re an Author, you’re an expert in your field. You’re that but I can come and join you, for free, because I make myself accessible and I can ask questions and you’ll answer them live. I’m, a part of your community and it was something that just blew my mind because I don’t see myself like that but I, when I think about it, it’s who I am for people. If I’m honest with myself, it’s just that. [00:18:00]

I forget that this adds another dimension. I come off the paper, I spring to life. I have personality. I love words. I love writing. I have words, I love writing, but there’s just some things I cannot put into words. This is why I love LinkedIn Lives and I see it in the stats, the engagement.

LinkedIn gives us analytics where we can go in and have a look at our competitors and see how they’re tracking along with things like followers, growth and also engagements and I’ve seen my engagements are like 10 times more for mine, comparable to the number of followers. It’s all from LinkedIn Lives.

It’s all from having that engagement where people are like, Oh, I can be a part of something. So I just love what you’re saying here. It’s not the be-all and end-all, it’s part of a strategy but at the same time, I’m only just starting to open my eyes to how really powerful it is, from that consistency over time.

I think that’s what you would say, [00:19:00] a regular consistency over a period of time builds that momentum. It’s yeah, I don’t know, it’s just blowing my mind away on these kinds of things.

Pablo Gonzalez: I love it. Michelle, can I just say something? Yes, there is no, there is no substitute for your like beaming wonderful smile and your awesome energy, right? But you and your time are a limited resource, right?

The idea that you don’t have to take one-on-one calls with 30 people that each take 15 to 30 minutes, you can do one 30 minute or one hour LinkedIn Live and twenty-five people can show up and ask you a question. You just scaled your time, right? Like, I just think this is, this is so valuable to your audience who also would love to if they can’t pay an hourly rate to see you every single week, but they do have a question for you every week. They can just show up and ask. It’s so valuable to them and it’s super valuable to you in order to scale your own time. I think it’s just, uh, uh, very much a win win.

Michelle J Raymond: But imagine as well, like we’re sitting here, I’m [00:20:00] in Sydney, you’re on the other side of the World and I’m doing it for the cost of the internet?

I not only scale my time, I scale my reach to the corners of the Globe. I have people that are in Latvia. I have got Florida I’ve got literally every corner of this Globe can show up to the live on my side for next to nothing. Just some time that I invest to make sure it’s a good show.

But at the same time, it’s just like mindblowing. I don’t think people are like, I don’t think people understand the power of the internet, just exactly what we’ve got at our fingertips. Like how crazy is it?

Pablo Gonzalez: It’s amazing. It’s amazing. Like we live in the future, like it’s insane.

Michelle J Raymond: Yeah.

So if I’m going to set it up, like any rookie mistake, can you like, is there any way that you go wrong or is it just get started and, organically build it or would you put some bumper rails in? So we stay on track?

Pablo Gonzalez: Yeah, I would, for sure. Bias towards action, right?

I started my podcast just cause I wanted to release this rapping and [00:21:00] ranting like storytelling thing that I did. I started and I released like six episodes and I released this thing and then I did two more episodes and I stopped and then I started and then somewhere along the lines of building out these communities for people, I’m just like, I can’t be the carpenter with crappy cabinets anymore.

I started my online show and started trying to do one and then one a month and then two a month. Now I’m doing it every single week. There’s no substitute for getting started.

A couple of things that I would really recommend that I see people do is don’t make it about yourself. Make it about people that you’re trying to solve, right? The Good for Business Show means a lot more to folks showing up then, the Michelle Raymond show, right? Like it’s whether it’s you, that people are coming for or not, they know that it’s not just a self-serving thing. I see, I see that as a mistake often.

The more that you can make, like the name of the content stream, something that your tip, your audience member that you want, identifies with whom they want to be and the person that you ask as a guest sees it as a compliment, because you just said I’m good for [00:22:00] business. Like I think that intersection of like that mentality is really good.

And the last thing I would recommend getting started is really just be in the head space of what does my client, what are they thinking about right now? That when I invite them, they’re not going to feel like it’s not going to feel like a nuisance, right? Like as soon as I started doing that and I would think of like two to three clients, I’m like, what is this person thinking about?

Ah, yeah, LinkedIn Pages. I’m going to hit up Michelle Raymond and I’m going to see if that person shows up, right? So, and, that’s what I’m seeing right now. When you’re just getting started, those signals of like, is that person that you’ve been trying to nurture a relationship with because it’s going to take them a little while to become your client, but you want to still kind of stay in front of them. Are they showing up? That’s the signal, right? Like, focus on that and focus on writing invites that showcase that that’s what they’re here for.

Michelle J Raymond: Yeah, and this is the thing, it’s just those little actions that over time will add up. For me personally, it’s literally been [00:23:00] in the last couple of weeks it’s not even been a long time where I’ve actually stopped, had a quick look around me.

I’m surrounded by some pretty amazing people and you said it earlier at the, I guess the tool is just a direct message. Just send one quick message to experts all over the World and mostly you get a response.

Like this is what, how I fell in love with LinkedIn back way back when I was in sales. I worked in the beauty space so I used to sell ingredients that would go into skincare and haircare and products like that. So Unilever, Global Company was my local client here in Sydney. Do you think that it was easy to get onto the local Unilever site, which was about a half an hour drive from where I lived? Absolutely not.

On LinkedIn, I could reach almost the top of the food chain within Unilever in my space in Europe, North America, everywhere in the world on LinkedIn, just by creating content [00:24:00] that had value and just being respectful of them and saying, Hey, here’s what I can give to you. I’d love to be connected.

And so as soon as I realised those gatekeepers, they were gone. All those traditional barriers, distance, time, travel costs, all those kinds of things, gone, just gone melted away. As a salesperson, I’m looking for an edge and I just found that LinkedIn was that and continues almost eight years later for me to be that same thing.

So it’s just, I don’t know, I say mind blowing, but I’m just getting present to this right now. It’s just crazy.

Pablo Gonzalez: Have you gotten present to, it’s one thing to be like reaching out to people on LinkedIn. It’s another thing reaching out, hosting of a show. Would you like to come on my show?

Have you gotten present to the response rate you get now that you’re Good for Business Show Michelle?

Michelle J Raymond: It’s really a hundred percent. I have not had anyone say no as yet. I tell you what the lesson is that I learned along the way? And one of [00:25:00] my dear friends, Brenda Meller, who’s another LinkedIn expert over in the U.S.

I got taught a powerful lesson from her. When I first started doing my show, I was keeping myself reserved, I didn’t want to trouble people, didn’t want to reach out and I really wanted her on my show. We were friends on Clubhouse and had been doing shows, but I wanted her on my Live and I sent her this invite.

Pablo, I cringe now, I cringe because what I did is I sent, if you’re not too busy, if you wouldn’t mind, if you haven’t got anything better on, would you mind coming on my show? And she wrote back to me, she says, Michelle, here’s the thing, are you coachable? And I said, a hundred percent, Brenda, cause I just, think she’s amazing. Absolutely.

She writes back, I’m the friend that will tell you, you’ve got something in your teeth at the restaurant. And I was like, oh, here it comes and what she says after that, when you sent me that invite, you made me feel small, and that you didn’t want me on your show, and she said, this is how it felt for me.

You’re better than that.[00:26:00] How about you try again, you send me another invite and recognise your own power and who you are and step into that. Then I’ll respond to that invite. It was a lesson that I needed to learn but now I realise having these conversations, I do get that authority, it’s like a big tick that goes beside you. So it was a lesson. I’m not going to say I got it straight away, but thanks to having a community of support, bang I grow! And the rest, as they say, is history. That’s how I can powerfully invite you to be here.

Is the goal always to monetise a B2B community? or can it, exist for other reasons? If it is to monetise, how would you recommend people go around that?

Pablo Gonzalez: I think there is no there’s no business without monetisation, right? The profit and the revenue allows you to do the cool stuff that you want to bring into the world. I don’t think that the community itself needs to be monetised but you need to have a strategy that leads [00:27:00] to revenue in some ways from this community, right?

Like, be it, it can be a customer success community, where you’re helping customers get better at and feel better using your product or your service and succeed more with your service. That’s an LTV function. It can be a client acquisition channel where, like we said, you are orchestrating conversations of people that really like you, you know, mixing with people that are interested in who you are and wondering if you are for them, right? That to me is the best way to monetise the community.

Can you provide a community that is so valuable that people actually pay just to be a member of it? A hundred percent, right? I’m of the mind that you make that really affordable but you charge for it a little bit, right? So that people do have some kind of incentive. It weeds out people that are, shouldn’t be there. Like they show some kind of commitment and from there you have a path to success and you over-delivering. No, I don’t know. I don’t, when you say, should you [00:28:00] monetise a community, it depends what you’re trying to achieve.

Like I have a friend that he just gave me a call the other day, he’s got this like community around category design and he’s asking me, man, what tech do I use? What platform, like, how do I monetise it? And I’m like, John, what’s your favourite? What’s your favourite thing you’re doing? And he’s like, well, you know, my favourite thing is that the people that show up to my regular zoom call about category design, are actually becoming friends in real life and they’re having like, experiences that don’t have anything to do with me. And I’m like, that’s awesome, so what are you worried about? He’s like, I don’t know, it feels like if I don’t have like a certain amount of number or it’s not spouting off certain amount of revenue is not really worth it. And I’m like, do you really believe that? He’s like, no, I don’t. I don’t really believe that, thank you for, thank you for clarifying it, right?

You need to figure out a way to fall into your activities, right? If you’re going to call your own shot and you’re an entrepreneur, like stuff has to make sense for you. Your community needs to be intricately tied to revenue in some way, if it’s gonna, if it’s going to keep you there and not making you sacrifice, for the sake of [00:29:00] your team in order to like, have your buddies on the side. So like that strategy is absolutely crucial. Does it have to be something that you pay for? It can be, but it doesn’t necessarily have to be.

Michelle J Raymond: I think, as you say, it’s all about the strategy up front, there is no one size fits all.

No two businesses are the same and this has brilliantly showed us how you take a B2B business that’s a commodity, ultimately it’s all, we’re all the same and this community and building that around your products.

I love the idea of just having all of these, secret army. No one knows who they are, where they are, what they’re doing, what they look like, but I’ve got them literally all over the World and so you will never know who my community is or who those supporters are but I am getting more and more present to just how amazing these people are for my business. I know that didn’t come by accident.

I have worked my butt off to build that and I’ve built it by [00:30:00] supporting what’s important to them, which isn’t always necessarily something that’s important to me. Like it was really funny just this week on connect with two people I met, who are both on the other side of the world, in the U.S. And they’re both in the same space and I introduced them and they’re like, oh wow, they thought it was the most amazing thing in the World because someone in Sydney introduced two people, over on the other side of the U.S. and this is what you do. The more you help other people achieve their goals, they are going to line up and help you achieve yours and that’s community for me, it’s how do we all work together? It’s that simple, isn’t it? It’s not complicated.

Pablo Gonzalez: It’s not endless and those things may not be immediately transactionally profitable, but they have compounding interest, right? Like the more of those connections that you facilitate, the more people that when they think of you or they see something they’d like, they think of you, the better [00:31:00] you’re going to end up doing and that stuff doesn’t go away, right?

That’s why I believe that relationships are more profitable than transactions, right? If you are always looking for the transactional edge to whatever you’re doing, you’re not going to build that compounding interest that passive income of that a business can actually create. There’s no better way to do that then what you said, right? Have this like Worldwide like group of people I always think of, did you watch game of Thrones?

Michelle J Raymond: No, I haven’t as yet. I was one of those people that wanted to wait until all of it was done because I love to binge-watch and there’s multiple seasons and I just never got back around to it. I felt like I missed the boat.

Pablo Gonzalez: Everybody’s like upset of the finale. So now you don’t want to do,

Michelle J Raymond: Let’s be clear, I know I’m in the minority here as the biggest show in the world for however long. So tell our listeners, tell them about it and I’ll learn.

Pablo Gonzalez: No, listen, I got in late too, right? Like my wife and I watched it like during the break, before the final season. We binge watched it like everybody else but there’s a character called Lord Varys, who is [00:32:00] clearly the guy that understands social capital the most, right? In a show full of characters that are out there very much with the power over mentality, this guy, Lord Varys, , is very much trading on social capital and he talks about his little birds, right? Like he’s got little birds that tell him things all over the kingdom and that is where he will just power, it’s this ability to have feedback and information and ways to help people based on having somebody in every room that will be activated, the moment that something that has to do with you is going to come up and either recommend you or bring you back that data for you to implement whatever you need.

Michelle J Raymond: I love it. Now as we wrap today up, because we’re slightly over time, but as we wrap it up, what is your best tip that you want people, if they take away nothing else from this conversation today, let’s just say they’re a little crazy and don’t, because I’ve taken away so much, but if there’s one tip you’re like Michelle, I want your, the people that are [00:33:00] listening in, I want them to walk away with this.

What is that thing for you?

Pablo Gonzalez: It’s just understanding that relationships are more profitable than transactions, right? It’s the thing that we hit on last. There is no, you can be building a cashflow business or you can be building something that has compounding value, right?

And like there’s arbitrage business and then there’s like businesses that are creating a data flywheel that ended up becoming a moat, that ended up becoming the category Kings and Queens of their industry. In order to do that stuff, relationships are what scales. It is the atomic unit of business, right? Whether it is how you treat your team and how they feel about you or how your clients treat you and how you treat your clients and how they feel about you and how your clients interact with each other, right?

So lean into the fact that we’re playing an infinite game and lean into this idea that relationships are more important than transactions and try to find ways to add value to the people that you are [00:34:00] trying to serve and if you can serve the people that hold the keys to the doors that you’re trying to access, then you’re going to figure out a way to build a great business.

Michelle J Raymond: Boom! Mic drop. Let’s just leave it there. I can’t add anything better to what you’ve just shared. Relationships, relationships, relationships. Pablo, thank you for joining me on my show this time. , I hope that you and I still get to keep continuing this conversation about B2B communities because you’re right, it is their time to shine. And for anyone that is listening in, please do go and connect with Pablo. Contact details will be in the show notes so that you can get the ton of value that I always get from his expertise. So I appreciate you joining us today.

Pablo Gonzalez: You’re the best, Michelle. I thank you for giving me the honour of being on your stage, speaking to your community.

If you are listening to this and there’s anything that I’m dying to be your friend, right? Please connect with me and let’s go. And Michelle, you’re the best. Like really, since you’ve been on my show, you’ve stayed present in my life and you really live [00:35:00] this relationships over transactions thing.

And, I love hanging out with you, so let’s keep it rolling. I love it. Thank you.

Michelle J Raymond: Because we just, like I said, it was. Oh, this person really gets me and that’s the power of relationships. When you find the one, you’re going to cling onto them. So you’re stuck with me. So on that note, I’m going to end before I sound creepy or something.

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