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Episode Info: Warren Cass is a speaker, author, and expert when it comes to disruptive marketing, connecting with people, and managing your influence. In fact, he has come a long way from running raves as a teenager. However, that is what led to him becoming the manager of the biggest nightclub in South West England, with 120 staff, at the age of just 17. It was his over-confidence and lack of experience at the time that then lost him the job at 18 years old. In the 90s he then built an IT business during the contract market boom, which he later left in 2003. That’s when he decided he wanted to go back to doing what made him happiest, which was bringing people together. [player] A part of the face-to-face networking boom, Warren has spent the past 15 years helping business men and women to achieve better results. Helping people gives him a great deal of satisfaction, and just one solid introduction can result in a business partnership which can improve lives and businesses. And he’s now going to help us to ensure we stand out in an increasingly noisy world to make relationships and build your influence. Combating Failure As a business owner himself, Warren knows how easy it is to make a tonne of mistakes, and some of them have been very painful. So for what he does now, it is about stopping other people from making those same mistakes. There is an astonishing number of businesses which fail in the UK within three years of starting. And they’re often failing in the same ways as the businesses which came and went before them. This points to a lack of knowledge being passed on, and this is one way in which Warren aims to help. One of the common problems is the pressure which people feel. They go on social media and only see the successes which their idol had. But that’s only because we only share the good news stories about ourselves. As a result, people don’t see that successful people actually fail. Another issue is the way in which we define ourselves. Are you self-employed, an entrepreneur, or a business owner? The role we give ourselves affects the way we operate, and what we feel we should and should not do. But one thing is certain, that as the operator of a business, you are a salesman at some level. Don’t let that put you off because 21st century selling the slimy, foot-in-the-door approach which we think it is. Selling is consultative, building relationships and rapport, and solving people’s problems. The softer approach is beyond doubt the preferred method, and that will come as a relief to people who are put off from defining themselves as a salesman. Disruptive Marketing We live in a world where we are bombarded every single day with countless marketing messages. So how do you stand out in all of that noise? With disruptive marketing, you interrupt those patterns which we creatures of habit live by. It could be as simple as changing the language, or not doing the thing which would be expected of you. It might be the way you dress, spe...
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