1 00:00:00,885 --> 00:00:03,615 - It's once again time to get gutsy with Liz Hall 2 00:00:03,675 --> 00:00:06,615 and her expert guests on the Gutsy Bay podcast. 3 00:00:07,685 --> 00:00:11,575 - Today's guest is Heather Cox, a business executive seminar 4 00:00:12,255 --> 00:00:14,295 director, public speaker and marketer. 5 00:00:14,665 --> 00:00:16,135 She's president of Certify. 6 00:00:16,315 --> 00:00:17,935 My company Heather works 7 00:00:17,965 --> 00:00:20,935 with both diverse businesses and corporations. 8 00:00:21,715 --> 00:00:25,455 She assists with all aspects of certifications, helps 9 00:00:25,475 --> 00:00:27,895 to increase their visibility in supplier markets, 10 00:00:28,435 --> 00:00:31,535 and connects certified businesses with corporations eager 11 00:00:31,595 --> 00:00:32,775 to do business with them. 12 00:00:33,245 --> 00:00:35,335 Well, Heather, thank you. Thank you, thank you. 13 00:00:35,345 --> 00:00:37,095 First, I would like to personally thank you. 14 00:00:37,615 --> 00:00:41,415 I went through Certify my company to get my business ease, 15 00:00:41,415 --> 00:00:44,975 natural Health certified as a woman owned, minority owned, 16 00:00:44,995 --> 00:00:46,895 and disability owned business. 17 00:00:47,275 --> 00:00:48,775 And I would not have been able 18 00:00:48,775 --> 00:00:50,055 to do it without your company 19 00:00:50,055 --> 00:00:51,415 helping me through the process. 20 00:00:52,205 --> 00:00:53,735 - That was our pleasure. It's a lot, right? 21 00:00:53,885 --> 00:00:56,415 It's a lot when you're trying to run a business also. 22 00:00:57,035 --> 00:00:58,255 - Oh my God. So much. 23 00:00:58,575 --> 00:01:00,015 I honestly wouldn't have been able to get 24 00:01:00,015 --> 00:01:01,895 through it without your company, so thank you. 25 00:01:02,735 --> 00:01:05,285 Could you tell our listeners a bit about your backstory 26 00:01:05,305 --> 00:01:07,965 and what motivated you to start certify my company? 27 00:01:09,225 --> 00:01:11,635 - Sure. So, um, it wasn't really a, 28 00:01:11,635 --> 00:01:14,835 like a bought out plan, , it was kind of one of those things 29 00:01:14,835 --> 00:01:15,835 that just happened. 30 00:01:16,375 --> 00:01:18,475 Um, you know, my, as my kids like to say, 31 00:01:18,575 --> 00:01:20,235 I'm from the 19 hundreds 32 00:01:20,975 --> 00:01:24,515 and so, uh, there wasn't really a degree in diversity or, 33 00:01:24,775 --> 00:01:26,355 or, you know, entrepreneurship at the time. 34 00:01:26,455 --> 00:01:28,195 And I know now there is, which is very cool, 35 00:01:28,215 --> 00:01:29,915 but there wasn't back in the day Mm-Hmm. . 36 00:01:29,995 --> 00:01:32,395 And so what really what happened is I'd always done sales, 37 00:01:32,725 --> 00:01:36,555 operations, business stuff since I, you know, 38 00:01:36,555 --> 00:01:39,435 joined the adult working world, which I would be happy 39 00:01:39,435 --> 00:01:41,875 to turn in my resignation for at some point in time 40 00:01:41,975 --> 00:01:43,315 as adulting nonsense. 41 00:01:43,775 --> 00:01:45,315 But I was trying to figure out, 42 00:01:45,315 --> 00:01:46,795 and I was, you know, I'd gotten married, pregnant 43 00:01:46,795 --> 00:01:48,995 with baby number one and really trying to figure out 44 00:01:48,995 --> 00:01:50,315 what being a working mom looked like. 45 00:01:50,555 --> 00:01:52,195 I didn't know, I mean, I grew up 46 00:01:52,195 --> 00:01:53,995 with my mom working part-time, whatever, 47 00:01:54,015 --> 00:01:55,395 but I just knew, I knew I had to work. 48 00:01:55,795 --> 00:01:57,155 I didn't know what that was going to look like. 49 00:01:57,455 --> 00:02:00,555 And so I, you know, I'm so shy, Liz, as you know, 50 00:02:00,855 --> 00:02:03,395 but I was asking a lot of people, a lot of women, a lot 51 00:02:03,395 --> 00:02:05,355 of questions and just saying, what is it like 52 00:02:05,355 --> 00:02:08,555 to be a working mom full-time part-time executive business 53 00:02:08,565 --> 00:02:10,315 owner, whatever the contract 54 00:02:10,315 --> 00:02:13,075 or whatever their position was, I wanted to know about it. 55 00:02:13,775 --> 00:02:16,155 And I fell in love with the entrepreneurs. 56 00:02:16,445 --> 00:02:20,365 There was just something about them that I was just like, 57 00:02:20,365 --> 00:02:21,765 oh my goodness, they're amazing. 58 00:02:21,945 --> 00:02:23,925 And the one and the entrepreneurs that I met 59 00:02:23,925 --> 00:02:25,245 that were selling business to business, 60 00:02:25,725 --> 00:02:28,365 I just thought they had this like effervescence 61 00:02:28,385 --> 00:02:29,645 or this passion about them 62 00:02:29,715 --> 00:02:32,125 that it didn't see necessarily with other people. 63 00:02:32,345 --> 00:02:34,325 Mm-Hmm. . And so I was just like, okay, 64 00:02:34,375 --> 00:02:37,205 there is something in that that, that water, 65 00:02:37,205 --> 00:02:38,885 they're drinking there, I wanna know what it is. 66 00:02:38,885 --> 00:02:39,925 So I just kept talking to them 67 00:02:40,265 --> 00:02:43,005 and at some point a few of them were like, oh, 68 00:02:43,265 --> 00:02:44,285 my client wants me to get this 69 00:02:44,445 --> 00:02:45,685 certification and I can't get it done. 70 00:02:45,685 --> 00:02:49,535 And I'm like, uh, I'm sorry. What can't you do? 71 00:02:49,755 --> 00:02:51,775 You run a business, you run a family, 72 00:02:52,515 --> 00:02:53,975 you can't do an application. 73 00:02:54,335 --> 00:02:55,655 I was like, I just didn't understand 74 00:02:55,755 --> 00:02:57,215 the, what the issue was. 75 00:02:57,755 --> 00:03:00,685 And so I went home and my husband's an attorney, 76 00:03:00,685 --> 00:03:03,245 so I'm like googling, I'm looking online, like asking like, 77 00:03:03,305 --> 00:03:05,885 you know, trying to find this certification information. 78 00:03:06,545 --> 00:03:08,725 And I said, Hey Han, what's a, uh, 79 00:03:08,725 --> 00:03:10,325 what's the certificate of incorporation? 80 00:03:10,345 --> 00:03:12,685 And he said, well, in some states. 81 00:03:12,865 --> 00:03:15,165 And I was like, ah, in some states, well 82 00:03:15,165 --> 00:03:16,565 that means it's not in all states. 83 00:03:16,745 --> 00:03:18,965 So if you're a business owner, and this is even 84 00:03:18,965 --> 00:03:21,525 before I really could comprehend the bandwidth constraints 85 00:03:21,525 --> 00:03:23,405 of being a business owner, if you're looking for 86 00:03:23,405 --> 00:03:24,405 that certificate of incorporation 87 00:03:24,745 --> 00:03:27,045 and your state doesn't have one, well, 88 00:03:27,045 --> 00:03:28,405 now you're definitely frustrated, right? 89 00:03:28,545 --> 00:03:30,365 So when you do, you put it to the side, 90 00:03:30,365 --> 00:03:31,485 like, I'll get to it when I get to it. 91 00:03:31,545 --> 00:03:33,285 And six weeks, six months, six years later 92 00:03:33,345 --> 00:03:34,925 for some they're still not certified. 93 00:03:35,305 --> 00:03:38,565 Mm-Hmm. So, uh, I said, oh, I can do that for you. 94 00:03:39,725 --> 00:03:44,005 I had no idea what I was getting myself into. 95 00:03:44,665 --> 00:03:46,325 Um, and, but then this one told 96 00:03:46,325 --> 00:03:47,485 that one and that one told that one. 97 00:03:47,485 --> 00:03:49,445 And then someone said, oh, can you do minority also? 98 00:03:49,545 --> 00:03:51,325 And then a couple years later, can you do LGBT? 99 00:03:51,325 --> 00:03:52,765 And then a couple, and it just kind 100 00:03:52,765 --> 00:03:55,765 of organically snowballed into a lot 101 00:03:55,765 --> 00:03:57,725 of just different demographics reaching out to us. 102 00:03:57,725 --> 00:03:59,725 And they're like, oh, have, and it was just me at the time. 103 00:03:59,725 --> 00:04:00,965 Like, I mean, I had a co-founder, 104 00:04:00,965 --> 00:04:02,845 but she's not involved in the day to day, but it's just me. 105 00:04:02,845 --> 00:04:03,925 And I was like, yeah, I can do it. 106 00:04:03,925 --> 00:04:06,245 Still working another full-time job, of course, you know, 107 00:04:06,245 --> 00:04:08,765 having babies, what do we, what women do, whatever. 108 00:04:09,345 --> 00:04:10,405 And so, um, 109 00:04:11,385 --> 00:04:16,375 and then, then a few years later, um, a corporation 110 00:04:16,875 --> 00:04:18,935 or someone introduced me as the expert, 111 00:04:18,935 --> 00:04:20,135 the certification expert. 112 00:04:20,515 --> 00:04:23,295 And I happened to have just read an article about this guy 113 00:04:23,305 --> 00:04:25,135 who's an expert in whatever he was an expert in. 114 00:04:25,435 --> 00:04:27,215 And they said, how did you become an expert in that? 115 00:04:27,215 --> 00:04:29,055 And he said, I started calling myself an expert . 116 00:04:30,075 --> 00:04:31,575 So I was like, well, 117 00:04:31,595 --> 00:04:33,775 if this dude could just call himself one 118 00:04:33,795 --> 00:04:37,055 and someone else is calling me that , I'm definitely the . 119 00:04:37,515 --> 00:04:39,735 I'm definitely gonna the, the expert now. Right? 120 00:04:40,475 --> 00:04:44,535 And so, and then a few years later, um, corporations kind 121 00:04:44,535 --> 00:04:45,855 of got on board and understood 122 00:04:45,855 --> 00:04:47,215 that it was really a huge advantage 123 00:04:47,275 --> 00:04:50,775 for their supplier development programs to offer this as a, 124 00:04:50,775 --> 00:04:52,335 as a service to their suppliers. 125 00:04:52,355 --> 00:04:54,975 And 15 years later, here we are 126 00:04:56,845 --> 00:04:58,295 - Well, I can testify. 127 00:04:58,395 --> 00:04:59,495 You are an expert 128 00:05:00,595 --> 00:05:03,015 and you are kind of a unicorn as 129 00:05:03,015 --> 00:05:05,935 that you are an entrepreneur as well, . Yes. 130 00:05:06,275 --> 00:05:09,535 - Yes, exactly. - So you're not only an entrepreneur, 131 00:05:09,635 --> 00:05:11,535 but you could also do the paperwork that a lot 132 00:05:11,535 --> 00:05:15,195 of entrepreneurs, uh, at do not like at all. 133 00:05:15,195 --> 00:05:16,315 Like, I'm one of them. It's 134 00:05:16,315 --> 00:05:17,475 - Not an entrepreneurial skill. 135 00:05:17,705 --> 00:05:19,275 It's not, and you know what happens, it's like, 136 00:05:19,495 --> 00:05:20,875 are good at what you're good at, right? 137 00:05:21,135 --> 00:05:23,515 Yes. And thank God, because your pro your product's amazing. 138 00:05:23,575 --> 00:05:24,955 I'm waiting for the book to come out. 139 00:05:24,955 --> 00:05:26,275 Like can have it on a daily basis, 140 00:05:27,015 --> 00:05:28,915 but like, that's what you're good at. 141 00:05:29,095 --> 00:05:30,875 You are not gonna sit down. And when you started your 142 00:05:30,875 --> 00:05:32,835 company, I'm sure you signed your documents, 143 00:05:32,835 --> 00:05:33,915 but did you read them? 144 00:05:34,055 --> 00:05:36,195 If you read them, I would think you're weird, honestly. 145 00:05:36,195 --> 00:05:38,995 Like if people are like, oh, I review my bylaws every year, 146 00:05:39,095 --> 00:05:41,035 I'm like, oh, okay. 147 00:05:41,035 --> 00:05:43,315 Serial killer . It just seems weird to me. 148 00:05:44,495 --> 00:05:46,715 So, so they're, it's just not what they do. 149 00:05:46,715 --> 00:05:48,195 They're good at what they're good at. 150 00:05:48,415 --> 00:05:50,675 So that's why I am a huge advocate of outsourcing, 151 00:05:50,675 --> 00:05:51,675 which you're not good at 152 00:05:51,675 --> 00:05:53,795 because I need to spend my very, 153 00:05:53,825 --> 00:05:55,875 very valuable time on the things that I need 154 00:05:55,875 --> 00:05:57,685 to spend my very valuable time on. 155 00:05:58,115 --> 00:05:59,565 - Yeah. Yeah. You're absolutely correct. 156 00:06:00,105 --> 00:06:03,245 So can you, speaking of, can you tell us about your services 157 00:06:03,345 --> 00:06:05,005 and your comp, what your company offers 158 00:06:05,225 --> 00:06:07,885 and the challenges they help businesses overcome? 159 00:06:08,685 --> 00:06:10,845 'cause I could personally share from my 160 00:06:10,845 --> 00:06:11,885 side, but I wanna hear from 161 00:06:11,885 --> 00:06:12,885 - You, your experience. 162 00:06:12,885 --> 00:06:16,325 Yeah. So I mean, your side is just as powerful, if not more, 163 00:06:16,325 --> 00:06:18,405 because you're actually someone who utilizes the service 164 00:06:18,465 --> 00:06:21,125 and understands those bandwidth constraints. 165 00:06:21,345 --> 00:06:24,405 So our core service offering is facilitating 166 00:06:24,405 --> 00:06:25,725 diversity certifications. 167 00:06:26,065 --> 00:06:28,125 We, I always say, you know, we're champions 168 00:06:28,125 --> 00:06:30,165 and cheerleaders, we're underestimated entrepreneurs 169 00:06:30,225 --> 00:06:31,365 and through our certification 170 00:06:31,365 --> 00:06:33,205 and educational programs, prepare them 171 00:06:33,225 --> 00:06:34,765 for bigger and better contracts. 172 00:06:35,065 --> 00:06:37,725 And so what that means is, in order to get to that ability 173 00:06:37,785 --> 00:06:40,165 to find those contracts that have that access 174 00:06:40,905 --> 00:06:43,685 to these opportunities, that's what the certification does. 175 00:06:43,785 --> 00:06:47,885 But again, if you, if it's gonna take you 25 hours to do it, 176 00:06:48,315 --> 00:06:52,045 what else could you accomplish in that 25, 28, 40 hours 177 00:06:52,075 --> 00:06:54,245 that some people have told me, depending on the complexity 178 00:06:54,245 --> 00:06:56,045 of your corporate company, of your corporate structure. 179 00:06:56,225 --> 00:06:58,885 Mm-Hmm. . And so, um, we facilitate take 180 00:06:58,885 --> 00:07:00,445 that project off our client's desk 181 00:07:00,465 --> 00:07:02,565 so they can focus on their, what they're good at. 182 00:07:02,665 --> 00:07:04,885 And we take that. So, you know, it does, I do have 183 00:07:04,885 --> 00:07:06,205 to get some information from them 184 00:07:06,205 --> 00:07:07,885 because I don't have your tax returns without you. 185 00:07:08,205 --> 00:07:09,685 I don't have your passport without you. 186 00:07:10,185 --> 00:07:12,645 But, uh, you know, if you don't have a resume, 187 00:07:12,675 --> 00:07:14,725 because a lot of entrepreneurs are like a resume, 188 00:07:15,225 --> 00:07:16,685 I'm running my own business for 20 years. 189 00:07:16,825 --> 00:07:19,365 We can write that for you, right? Things like that. 190 00:07:19,425 --> 00:07:21,365 If you haven't done meeting minutes, we have waivers, 191 00:07:21,425 --> 00:07:24,165 we have letters of explanation, we have templates galore. 192 00:07:24,165 --> 00:07:25,485 We're not attorneys. We don't pretend to be, 193 00:07:26,025 --> 00:07:27,565 but we have templates galore for people 194 00:07:27,565 --> 00:07:29,245 who just don't have that documentation. 195 00:07:29,825 --> 00:07:31,085 Um, we wanna review everything 196 00:07:31,085 --> 00:07:34,525 because there's a lot of times a lot of templated documents 197 00:07:34,555 --> 00:07:37,125 that you get from, you know, a biz filings 198 00:07:37,125 --> 00:07:38,285 or a legal zoom, which are all great 199 00:07:38,285 --> 00:07:39,685 organizations, even your attorneys. 200 00:07:39,685 --> 00:07:42,805 And I tell people all the time, I don't care if you spend $6 201 00:07:42,865 --> 00:07:46,245 or $600 an hour on your attorney, it's the same document, 202 00:07:46,315 --> 00:07:47,525 same templates that they're using. 203 00:07:48,345 --> 00:07:49,765 And more often than not, 204 00:07:49,765 --> 00:07:52,005 those templates do not render you eligible 205 00:07:52,005 --> 00:07:53,125 for diversity certification. 206 00:07:53,125 --> 00:07:54,965 Depending on, again, if you're a solo owner, 207 00:07:55,625 --> 00:07:57,125 you could probably probably be okay, 208 00:07:57,345 --> 00:07:58,805 but if you have a partner in any way, shape, 209 00:07:58,805 --> 00:08:00,605 or form, that's not the same demographic 210 00:08:00,785 --> 00:08:02,685 as you, it could cause problems. 211 00:08:02,905 --> 00:08:06,205 Mm-Hmm. . And so we, you know, so we make sure 212 00:08:06,205 --> 00:08:08,125 that all your i's and dot and t's are crossed 213 00:08:08,465 --> 00:08:10,285 and that you really are getting also the 214 00:08:10,285 --> 00:08:11,485 right certification for you. 215 00:08:11,555 --> 00:08:13,685 Because if you remember that first conversation we had, 216 00:08:13,725 --> 00:08:16,005 I said, tell me about your business, what your goals are 217 00:08:16,005 --> 00:08:17,645 for the certification and who you sell to. 218 00:08:17,675 --> 00:08:20,125 Because if you had said, oh, I sell, you know, 219 00:08:20,245 --> 00:08:23,205 I sell tech services to companies in Illinois, 220 00:08:23,345 --> 00:08:26,755 I'm not gonna tell you necessarily to get one certification, 221 00:08:26,795 --> 00:08:28,955 I might tell you to get a different certification simply 222 00:08:28,955 --> 00:08:31,195 because that's gonna give you the most bang for your buck. 223 00:08:31,455 --> 00:08:32,595 - Mm-Hmm, . Yeah. 224 00:08:33,255 --> 00:08:37,115 And these corporations make getting certified through their, 225 00:08:37,385 --> 00:08:41,155 through their system very complicated. And 226 00:08:41,215 --> 00:08:42,795 - The certified organizations. Yeah. 227 00:08:42,985 --> 00:08:44,195 - Yeah, exactly. Yes, yes. 228 00:08:44,425 --> 00:08:47,555 It's beyond, I'm like, how do you know how to navigate 229 00:08:47,555 --> 00:08:49,835 through it if you don't have an expert 230 00:08:50,065 --> 00:08:51,315 that can walk you through it? 231 00:08:51,785 --> 00:08:55,925 It's crazy. I mean, even even going through your company, 232 00:08:56,225 --> 00:08:59,125 it takes like a year to get certified, or 233 00:08:59,275 --> 00:09:02,125 - Well, it shouldn't, it, I mean, it could take not, not 234 00:09:02,125 --> 00:09:03,165 to play the blame game list, 235 00:09:03,165 --> 00:09:04,285 but it could be that you didn't give 236 00:09:04,285 --> 00:09:05,325 us what we needed in time. 237 00:09:05,505 --> 00:09:07,805 But usually what I tell people is , that's true. 238 00:09:09,345 --> 00:09:11,685 - I'm, - I'm just saying we have people get certified, 239 00:09:11,785 --> 00:09:12,785 - It takes months. 240 00:09:12,785 --> 00:09:13,805 It, it could take. Yeah. 241 00:09:13,805 --> 00:09:15,605 - Well, from the time you submit your application, 242 00:09:15,605 --> 00:09:17,285 you are looking at 90 to 120 days. 243 00:09:17,505 --> 00:09:20,205 Yes. And if you're in the state of New York, for example, 244 00:09:20,265 --> 00:09:22,725 it could be three years because they're so slow. 245 00:09:23,105 --> 00:09:24,725 But yeah, it really depends on 246 00:09:24,725 --> 00:09:25,845 what's a certified organization. 247 00:09:25,845 --> 00:09:27,725 Most of the private sector are between 90 248 00:09:27,725 --> 00:09:29,605 and 120 days to get certified. 249 00:09:29,745 --> 00:09:31,565 But that's once you get all your docs together. 250 00:09:31,705 --> 00:09:34,205 So usually what I tell people is we do the documentation 251 00:09:34,205 --> 00:09:35,845 meeting, which is our step one, right? 252 00:09:35,845 --> 00:09:38,205 And I always say, put about an hour on your calendar within 253 00:09:38,205 --> 00:09:40,685 five business days of that documentation meeting just 254 00:09:40,685 --> 00:09:42,045 to knock out the documents we need. 255 00:09:42,385 --> 00:09:44,365 Now, if you haven't done your taxes in four years, 256 00:09:44,835 --> 00:09:47,325 well you got, you got some stuff to make up for which some, 257 00:09:47,325 --> 00:09:49,205 which we've had people do that. 258 00:09:49,445 --> 00:09:51,685 I didn't say not you, you had that part done. 259 00:09:51,905 --> 00:09:53,885 But let's say for example, something comes up 260 00:09:53,885 --> 00:09:55,565 or you're changing structure, whatever it is, 261 00:09:56,065 --> 00:09:58,405 if it takes you two months to get us those 10, 262 00:09:58,405 --> 00:10:01,945 12 documents we need, then, uh, 263 00:10:01,975 --> 00:10:03,345 then it's gonna elongate the process. 264 00:10:03,995 --> 00:10:05,225 - Right. Right. That makes sense. 265 00:10:05,805 --> 00:10:08,885 So can you share the benefits of these certifications? 266 00:10:09,545 --> 00:10:12,845 - Oh, I would love to. Okay. 267 00:10:12,845 --> 00:10:14,925 So first of all, I wanna just re-emphasize 268 00:10:14,945 --> 00:10:16,925 or emphasize that it is a tool. 269 00:10:17,025 --> 00:10:18,245 It is not a magic wand. 270 00:10:18,595 --> 00:10:20,765 It's not, if you certify it, they will come. 271 00:10:20,945 --> 00:10:23,245 You million dollar contracts are not raining from the sky. 272 00:10:23,245 --> 00:10:24,925 You're like, oh, its not happening. Okay. 273 00:10:25,145 --> 00:10:26,725 So you really have to know how to use it. 274 00:10:27,305 --> 00:10:29,765 And so, um, so to answer your question, 275 00:10:29,765 --> 00:10:30,805 and then I'll kind of continue 276 00:10:30,805 --> 00:10:32,485 that thought, answer your question. 277 00:10:32,665 --> 00:10:36,455 The benefits are like, I could go on and on and on. 278 00:10:36,885 --> 00:10:39,935 Kind of my top my top, like my top list, right? 279 00:10:39,935 --> 00:10:42,295 So first of all, every, most people understand the business 280 00:10:42,295 --> 00:10:44,455 development benefits, meaning you have access 281 00:10:44,455 --> 00:10:46,455 to these large corporations, you have access 282 00:10:46,455 --> 00:10:47,975 to the other diverse business owners. 283 00:10:48,075 --> 00:10:49,735 So that's one of things you and I talked about, right? 284 00:10:49,835 --> 00:10:52,695 So not only are, can you sell to the CVSs, the Walmarts, 285 00:10:52,695 --> 00:10:54,095 the targets of the world to get your product 286 00:10:54,245 --> 00:10:55,415 through on their shelves. 287 00:10:55,635 --> 00:10:57,015 Mm-Hmm. But you can also sell 288 00:10:57,015 --> 00:10:58,575 to the me like I buy your product, right? 289 00:10:58,575 --> 00:10:59,855 And a lot of other people do as well, 290 00:10:59,855 --> 00:11:02,295 because you can sell to both of them, both 291 00:11:02,295 --> 00:11:04,455 of those demo both channels, the wom, 292 00:11:04,455 --> 00:11:06,935 the other business owners, as well as the corporations. 293 00:11:07,075 --> 00:11:08,775 Mm-Hmm. . So that's the business development part 294 00:11:08,775 --> 00:11:10,255 that most people kind of understand. 295 00:11:11,035 --> 00:11:13,135 Now, the other parts, the company development, 296 00:11:13,135 --> 00:11:14,695 leadership development, that's the part 297 00:11:14,695 --> 00:11:17,415 that most people don't really get and they forget about. 298 00:11:17,795 --> 00:11:20,935 And so what do I mean by that? So you can get scholarships 299 00:11:20,935 --> 00:11:24,735 to executive MBA programs like Tuck or Kellogg School 300 00:11:24,795 --> 00:11:27,655 or UCLA, which means you have a scholarship to cover 301 00:11:27,925 --> 00:11:28,975 that whole tuition. 302 00:11:29,035 --> 00:11:31,335 All you have to pay for is the trip to get yourself there. 303 00:11:32,115 --> 00:11:33,655 Mm-Hmm. . Okay. That's a company 304 00:11:33,655 --> 00:11:35,295 development, a leadership development. 305 00:11:35,295 --> 00:11:37,095 There's also mentorship programs. 306 00:11:37,435 --> 00:11:40,055 So for example, I took part in the 307 00:11:40,055 --> 00:11:41,455 Toyota mentorship program. 308 00:11:41,995 --> 00:11:45,415 My mentor was the CIO of Toyota North America. 309 00:11:45,555 --> 00:11:48,255 So for someone like me who sells to the Fortune 1000, 310 00:11:48,325 --> 00:11:50,775 that was an invaluable opportunity to say, okay, Holly. 311 00:11:50,795 --> 00:11:52,895 And I remember saying, Holly, help me out here. 312 00:11:53,585 --> 00:11:55,445 The corporations are like, wow, Heather, you're amazing. 313 00:11:55,645 --> 00:11:57,845 I mean, we're not gonna buy from you, but you're incredible. 314 00:11:58,025 --> 00:12:01,125 And I was like, okay, I, there's a gap between 315 00:12:01,125 --> 00:12:03,365 what I'm saying and what I need to be saying. 316 00:12:03,625 --> 00:12:04,725 And I didn't know what it was. 317 00:12:04,845 --> 00:12:06,925 I don't speak corporate, I don't speak c-suite. 318 00:12:07,385 --> 00:12:11,085 And so she helped me create a video that I can send 319 00:12:11,245 --> 00:12:14,765 with my proposals that speak exactly to what they need, 320 00:12:14,795 --> 00:12:17,925 what they needed to hear, to understand what we do 321 00:12:17,925 --> 00:12:19,845 and why what our services are, are so valuable 322 00:12:19,845 --> 00:12:20,925 to them in their supply chain. 323 00:12:21,425 --> 00:12:24,525 Mm. So that's, that's one of the other ones, right? 324 00:12:24,525 --> 00:12:26,165 Is like, that was free to me. 325 00:12:26,425 --> 00:12:27,765 Do you know how much a consultant like 326 00:12:27,765 --> 00:12:30,525 that would cost out in like the quote unquote real world? 327 00:12:30,535 --> 00:12:33,525 Right? There's also, um, pitch opportunities 328 00:12:33,545 --> 00:12:34,645 to get your name out, to get 329 00:12:34,645 --> 00:12:35,805 your name and your company out there. 330 00:12:36,075 --> 00:12:37,685 There's also, oh, you just won one. 331 00:12:37,685 --> 00:12:39,325 Didn't you just win one or you take part in 332 00:12:39,325 --> 00:12:40,325 - One? 333 00:12:40,325 --> 00:12:43,005 I did just participate with the, uh, business enterprise, 334 00:12:43,225 --> 00:12:45,605 the women business at the West Coast. 335 00:12:46,145 --> 00:12:48,605 Um, I made it to the second round. 336 00:12:48,965 --> 00:12:50,845 I did not make it to the third round. Uh, 337 00:12:50,865 --> 00:12:52,325 - That's all right. I did the same thing. Yeah. 338 00:12:52,745 --> 00:12:53,925 - But I was very honored 339 00:12:54,145 --> 00:12:55,605 to have made it to the second round. 340 00:12:55,665 --> 00:12:58,205 And that was my very first time pitching 341 00:12:58,225 --> 00:12:59,485 and having that experience 342 00:12:59,785 --> 00:13:02,565 and pitching to a panel of corporations, 343 00:13:03,015 --> 00:13:04,015 - Right? 344 00:13:04,015 --> 00:13:06,045 Yes. So even if you didn't get to the final round, 345 00:13:06,045 --> 00:13:07,205 because I had the same experience, 346 00:13:07,795 --> 00:13:09,205 your name is now in their ears. 347 00:13:09,355 --> 00:13:12,765 They just heard you talk about your company uninterrupted. 348 00:13:13,175 --> 00:13:15,445 Right. And they're listening to you. I had the same thing. 349 00:13:15,485 --> 00:13:18,485 I did the WeBank National Pitch Competition, like the, 350 00:13:18,625 --> 00:13:19,685 the year before covid. 351 00:13:19,745 --> 00:13:20,765 So 19, 2019. 352 00:13:21,225 --> 00:13:22,405 And I remember, I remember this 353 00:13:22,405 --> 00:13:24,245 because it was like, the first round was like 354 00:13:24,725 --> 00:13:26,245 180 people or something. 355 00:13:26,265 --> 00:13:27,405 And the next round was 20, 356 00:13:27,785 --> 00:13:29,485 and the final round was four mm-Hmm. . 357 00:13:29,565 --> 00:13:32,245 So I made it to the second round. It was like the US top 20. 358 00:13:32,305 --> 00:13:34,325 But I remember in that first round, of course, I wanted 359 00:13:34,325 --> 00:13:35,445 to see what everybody else was doing. 360 00:13:35,555 --> 00:13:37,405 Yeah. And so I'm in the audience watching, 361 00:13:37,985 --> 00:13:40,245 and there was a row behind me of corporate representatives 362 00:13:40,245 --> 00:13:41,885 and a row in front of me of other wbe. 363 00:13:42,265 --> 00:13:44,885 And I just remember hearing like as people were pitching, 364 00:13:44,905 --> 00:13:46,125 the corporations were like, oh my 365 00:13:46,245 --> 00:13:47,325 goodness, I never even knew she existed. 366 00:13:47,345 --> 00:13:48,685 We should talk to her afterwards. 367 00:13:48,855 --> 00:13:51,005 Which they wouldn't have even known about her necessarily 368 00:13:51,005 --> 00:13:52,325 because she wasn't on their radar. 369 00:13:52,865 --> 00:13:54,405 But now they've heard her pitch about it. 370 00:13:54,625 --> 00:13:56,325 And then a couple times, the women in front 371 00:13:56,325 --> 00:13:57,445 of me were like, oh, you know what? 372 00:13:57,445 --> 00:13:58,765 That RFP that we couldn't do last year, 373 00:13:58,835 --> 00:14:00,725 they would've been a perfect partner for us on that. 374 00:14:00,865 --> 00:14:02,525 So now they can connect. 375 00:14:02,905 --> 00:14:05,765 So even if you did it quote unquote win, you won 376 00:14:05,875 --> 00:14:07,245 because your name got 377 00:14:07,245 --> 00:14:08,365 out there in front of all those people. 378 00:14:08,425 --> 00:14:11,285 So for me, that second round was in front of the luncheon 379 00:14:11,545 --> 00:14:13,085 for the national conference that was what, 380 00:14:13,685 --> 00:14:16,045 1800 people now on top of it, 381 00:14:16,045 --> 00:14:17,125 that heard our service offering 382 00:14:17,225 --> 00:14:18,445 on top of the corporate panel. 383 00:14:18,825 --> 00:14:21,005 So really is an amazing opportunity 384 00:14:21,005 --> 00:14:23,245 to take part in those, in those options. 385 00:14:23,245 --> 00:14:25,245 There's awards and there's, you know, it's just a lot 386 00:14:25,245 --> 00:14:28,205 of great face-to-face opportunities, which can bring. 387 00:14:28,205 --> 00:14:30,245 So for another example is that last year 388 00:14:30,385 --> 00:14:32,685 or this year also, one of my goals is 389 00:14:32,685 --> 00:14:34,485 to be at more industry events. 390 00:14:34,715 --> 00:14:36,965 Okay. So for example, let's say that's a, 391 00:14:36,965 --> 00:14:39,405 let's say it's a food expo, the big food expo. 392 00:14:39,705 --> 00:14:41,845 And there's a lot of entrepreneurs at Food Expo, 393 00:14:41,905 --> 00:14:44,645 and a lot of times entrepreneurs just by nature are diverse. 394 00:14:44,645 --> 00:14:46,165 There's a reason that there's a lot 395 00:14:46,165 --> 00:14:47,445 of diversity within entrepreneurship. 396 00:14:48,145 --> 00:14:51,285 So I really wanted to be, wanna be these conferences 397 00:14:51,285 --> 00:14:53,045 where there's a lot of entrepreneurs who want 398 00:14:53,045 --> 00:14:55,245 to be in these big box retail, for example, 399 00:14:55,425 --> 00:14:56,445 or whatever it is. 400 00:14:56,825 --> 00:14:59,525 And this is a, a path that they can take. 401 00:14:59,545 --> 00:15:01,765 And I, so I wanna be at these conferences, either paneling 402 00:15:01,765 --> 00:15:04,085 or speaking, presenting to the educational part. 403 00:15:04,185 --> 00:15:05,765 Mm-Hmm. But I can't always get there myself. 404 00:15:05,835 --> 00:15:07,485 It's as cool as I think Heather Cox 405 00:15:07,485 --> 00:15:10,725 and Certify my company is it's not resonate quite the same 406 00:15:10,725 --> 00:15:12,565 way as like a Target or a CVS does. 407 00:15:12,825 --> 00:15:14,685 So I will reach out to those colleagues 408 00:15:14,685 --> 00:15:17,565 that I've built a relationship with over these 15 years 409 00:15:17,585 --> 00:15:19,245 and say, Hey, this is my goal. 410 00:15:19,585 --> 00:15:21,125 Can you help me? Mm-Hmm. . 411 00:15:21,205 --> 00:15:23,845 And they, they have, I got on a stage, right? 412 00:15:23,845 --> 00:15:25,045 Because recently, 413 00:15:25,045 --> 00:15:26,925 because I was like, Hey, this is what I wanna do. 414 00:15:26,925 --> 00:15:29,005 And he said, yes, this is a great solution for them, 415 00:15:29,225 --> 00:15:30,485 but if you send in your just 416 00:15:30,485 --> 00:15:31,885 speaker proposal, they're not gonna get it. 417 00:15:31,885 --> 00:15:33,445 They don't necessarily understand why 418 00:15:33,475 --> 00:15:34,565 it's gonna benefit their people. 419 00:15:34,745 --> 00:15:37,165 But if you have a conversation, which I can get you to have 420 00:15:37,165 --> 00:15:39,125 that conversation, you can't sell for me, 421 00:15:39,225 --> 00:15:40,445 but it can get me to the conversation, 422 00:15:40,445 --> 00:15:41,445 which I couldn't even get myself. 423 00:15:41,895 --> 00:15:43,085 - Right. Wow. And 424 00:15:43,085 --> 00:15:44,085 - The list just goes on and on 425 00:15:44,085 --> 00:15:47,165 and on of benefits, you know, there's no downside. 426 00:15:47,635 --> 00:15:48,925 It's only what you do with it. 427 00:15:48,945 --> 00:15:50,045 And you know, I found that 428 00:15:50,375 --> 00:15:51,725 after all these years, the one thing 429 00:15:51,725 --> 00:15:52,965 that I was hearing is people are like, Ugh, 430 00:15:53,085 --> 00:15:54,565 I didn't get anything outta my certification. 431 00:15:54,565 --> 00:15:56,085 And I was thinking, how is that possible? 432 00:15:56,155 --> 00:15:58,925 I've seen so much, even if you didn't make one sale in a 433 00:15:58,925 --> 00:16:02,565 year, all the other benefits are so worth it, in my opinion. 434 00:16:02,815 --> 00:16:03,815 Right. 435 00:16:04,395 --> 00:16:06,805 - It's all about what you put into it no matter what 436 00:16:06,995 --> 00:16:09,525 with any kind of business, any kind of service. 437 00:16:09,525 --> 00:16:10,685 Correct. Any kind of certification. 438 00:16:10,865 --> 00:16:14,645 So for example, me being a part of WeBank, being certified, 439 00:16:14,985 --> 00:16:18,125 uh, as a women business owned company through you. 440 00:16:18,175 --> 00:16:19,365 Right. That helped me through that. 441 00:16:19,745 --> 00:16:24,445 Um, I, that's the one that I put a lot of my energy in. Yes. 442 00:16:24,545 --> 00:16:26,885 And I have developed so many relationships with, 443 00:16:26,885 --> 00:16:28,805 relationships with, you know, it doesn't have to be 444 00:16:28,805 --> 00:16:30,085 with the corporations just yet, 445 00:16:30,145 --> 00:16:32,405 but with just other women business owners 446 00:16:32,795 --> 00:16:35,005 that are ordering from me that I am. 447 00:16:35,235 --> 00:16:36,605 Well, you know, now we're, you know, 448 00:16:36,655 --> 00:16:38,845 women supporting women of helping out Yes. 449 00:16:39,125 --> 00:16:42,605 Businesses grow. Right. And, and also, yes, you're right. 450 00:16:42,765 --> 00:16:45,365 I got to be, uh, to do my pitch in front of all 451 00:16:45,365 --> 00:16:46,765 of these corporations 452 00:16:46,945 --> 00:16:49,485 and now they know about travel, ease my product. 453 00:16:50,025 --> 00:16:53,925 And because of that, they're like, oh, Weston Hotel is here. 454 00:16:54,195 --> 00:16:55,205 They weren't at the panel, 455 00:16:55,305 --> 00:16:57,685 but we want to introduce you, you love. 456 00:16:57,705 --> 00:16:59,005 So I got a one-on-one meeting 457 00:16:59,435 --> 00:17:00,765 with the Weston Hotels 458 00:17:00,845 --> 00:17:02,725 because of that. And I was like, yeah, yeah. 459 00:17:02,725 --> 00:17:04,405 - Can you imagine if they were sold in lobbies 460 00:17:04,405 --> 00:17:06,085 of all the Marriotts and Weins and High? 461 00:17:06,185 --> 00:17:08,685 Oh my goodness. That'd be amazing. That's 462 00:17:08,685 --> 00:17:09,925 - The goal. That's the goal. 463 00:17:09,925 --> 00:17:11,805 - That's the goal. I love that. I love that. Yes. 464 00:17:11,965 --> 00:17:13,645 I totally can see that. That's amazing. I love it. 465 00:17:13,645 --> 00:17:14,725 - Well, because that was in my pitch. 466 00:17:14,945 --> 00:17:17,085 And so they heard that in my pitch, we're like, oh, 467 00:17:17,085 --> 00:17:18,445 well we have to make that happen for me. 468 00:17:18,545 --> 00:17:20,205 - And it registered with them. Exactly. 469 00:17:20,305 --> 00:17:22,725 So that's what I'm saying, like, there's so many benefits 470 00:17:22,785 --> 00:17:24,005 and people just dunno how to use it. 471 00:17:24,005 --> 00:17:25,445 So we actually created a program called Diversity 472 00:17:25,515 --> 00:17:27,125 Masterminds, which teaches you how 473 00:17:27,125 --> 00:17:29,925 to leverage your certification, how to use your local to get 474 00:17:29,925 --> 00:17:32,085 to your national, how to differentiate yourself. 475 00:17:32,205 --> 00:17:34,325 'cause I will say one thing that I find a lot 476 00:17:34,345 --> 00:17:35,805 of diverse business owners have a problem 477 00:17:35,805 --> 00:17:40,245 with is explaining why they are worth 5 cents more than 478 00:17:40,245 --> 00:17:42,605 anyone else who says they do what they do, right? 479 00:17:42,605 --> 00:17:44,525 Yeah. People will be like, oh, I met someone else 480 00:17:44,525 --> 00:17:46,565 who says they do, who you know, who does what you do. 481 00:17:46,745 --> 00:17:47,845 And they're like, half your price. 482 00:17:47,945 --> 00:17:49,605 I'm like, okay, well they're currently not doing 483 00:17:49,605 --> 00:17:51,885 what we're doing then If they're half our price, A that's, 484 00:17:51,885 --> 00:17:53,005 that's, that's step one, right? 485 00:17:53,005 --> 00:17:54,165 Let's compare Or apples 486 00:17:54,165 --> 00:17:55,365 and apples and not apples and oranges. 487 00:17:55,705 --> 00:17:57,005 But how, why are you, 488 00:17:57,005 --> 00:17:58,365 and sometimes it's really just 489 00:17:58,945 --> 00:18:00,805 really is a couple pennies more 490 00:18:00,805 --> 00:18:01,885 or less, or a couple dollars. 491 00:18:01,915 --> 00:18:03,685 Like why are you worth that more? 492 00:18:03,825 --> 00:18:05,845 Can you, can you enunciate that? 493 00:18:06,025 --> 00:18:08,365 Can you explain that to your potential clients, 494 00:18:08,505 --> 00:18:10,285 why you're more so, we teach them how to do 495 00:18:10,285 --> 00:18:11,485 that in Diversity Mastermind 496 00:18:11,485 --> 00:18:13,885 and talk about their capabilities, all the tools you need 497 00:18:14,185 --> 00:18:15,765 to leverage this powerful tool. 498 00:18:16,355 --> 00:18:19,635 - Yeah, no, it's so true. So, so true. 499 00:18:20,095 --> 00:18:21,715 And I also find it fascinating 500 00:18:21,715 --> 00:18:25,115 or not fast interesting that even these companies 501 00:18:25,145 --> 00:18:26,515 that get certified 502 00:18:26,615 --> 00:18:28,555 and they're like, oh, it hasn't really worked for me. 503 00:18:29,295 --> 00:18:32,555 And I'm like, well, you are not putting in the energy 504 00:18:32,655 --> 00:18:34,155 and just because you get certified, 505 00:18:34,155 --> 00:18:35,635 you're instantly thinking you're gonna go 506 00:18:35,775 --> 00:18:39,355 and get some huge, you know, contract with the corporation. 507 00:18:39,735 --> 00:18:41,355 It doesn't work that way. It's like you have 508 00:18:41,355 --> 00:18:43,915 to build these relationships long term, even 509 00:18:43,915 --> 00:18:47,155 with these corporations unless, yeah, and let's be honest, 510 00:18:47,375 --> 00:18:50,155 and this is us putting in your, you know, the hard work 511 00:18:50,295 --> 00:18:53,595 and your, your relationship building unless you get a broker 512 00:18:53,735 --> 00:18:56,315 and you're paying, you know, hundreds of thousands 513 00:18:56,315 --> 00:18:57,715 of dollars to get you in. 514 00:18:58,135 --> 00:19:00,795 So this is the way to go in with, without 515 00:19:01,535 --> 00:19:02,715 all that money upfront. 516 00:19:03,335 --> 00:19:04,435 So I just wanna, 517 00:19:04,585 --> 00:19:05,795 - It's like a gym membership, right? 518 00:19:05,795 --> 00:19:06,955 People sign up on January 1st 519 00:19:06,955 --> 00:19:08,395 and they're like, I, I'm gonna get in shape. 520 00:19:08,395 --> 00:19:09,755 And then on March 31st they quit 521 00:19:09,815 --> 00:19:11,275 and they're like, I didn't get in shape. 522 00:19:11,295 --> 00:19:12,955 I'm like, well, did you go to the gym 523 00:19:13,095 --> 00:19:14,475 or did you just sign the contract? 524 00:19:14,475 --> 00:19:16,715 Because I mean, they say abs are made in the kitchen, 525 00:19:17,135 --> 00:19:18,395 but you gotta, you know, 526 00:19:18,395 --> 00:19:19,555 you still gotta go to the gym, right? 527 00:19:19,655 --> 00:19:20,755 You still gotta do some stuff, right? 528 00:19:20,775 --> 00:19:23,235 You gotta, and also, it's not just gonna the gym, right? 529 00:19:23,235 --> 00:19:24,315 It's did you change your food? 530 00:19:24,495 --> 00:19:26,355 Did you get, like, so you have to know how 531 00:19:26,355 --> 00:19:27,835 to strategically use your certification. 532 00:19:27,835 --> 00:19:29,955 Yeah. Because it's not really, it's one size fits all, 533 00:19:29,955 --> 00:19:31,995 but what you do with, it's not, it's like a hammer, right? 534 00:19:32,235 --> 00:19:33,915 A hammer has a lot of uses, so it's not, 535 00:19:33,915 --> 00:19:36,315 you're not never gonna say like, is a hammer a useful tool? 536 00:19:36,415 --> 00:19:37,755 We know it is. Mm-Hmm . 537 00:19:37,835 --> 00:19:40,195 But am I using it to crack a walnut open? 538 00:19:40,495 --> 00:19:42,675 Am I using it to nail in a hammer or take 539 00:19:42,775 --> 00:19:43,795 or a nail in the wall? 540 00:19:43,795 --> 00:19:45,035 Or take out a nail on a wall? 541 00:19:45,175 --> 00:19:46,635 The use of it's gonna be slightly different. 542 00:19:47,025 --> 00:19:49,515 - Yeah. I think that's where one of my, 543 00:19:49,545 --> 00:19:54,315 from my past careers, um, I understood the 544 00:19:54,835 --> 00:19:56,675 benefits of being certified early on 545 00:19:56,815 --> 00:19:59,395 and getting my certifications from the very beginning. 546 00:19:59,975 --> 00:20:02,955 So, uh, not a lot of entrepreneurs know that upfront. 547 00:20:03,135 --> 00:20:04,555 And that was something that I knew 548 00:20:04,695 --> 00:20:06,675 - Not a lot know about the certification, 549 00:20:06,675 --> 00:20:08,715 which is always shocking to me. . Yes, 550 00:20:09,585 --> 00:20:10,585 - Exactly. 551 00:20:10,585 --> 00:20:13,835 It's so true. So, uh, I'm sure you have a ton 552 00:20:13,835 --> 00:20:15,555 of success stories, but can you share 553 00:20:16,295 --> 00:20:18,315 common client success story with us 554 00:20:18,315 --> 00:20:19,315 please, - ? 555 00:20:19,315 --> 00:20:20,395 Sure. I would love to. I mean, 556 00:20:20,455 --> 00:20:22,115 we talked about your successes as well. 557 00:20:22,135 --> 00:20:24,355 You just told us some great pitch stories, success stories, 558 00:20:24,355 --> 00:20:25,355 which I love that. 559 00:20:25,435 --> 00:20:26,475 I love that story. And, 560 00:20:26,615 --> 00:20:28,755 and how West it was like, wait a minute, 561 00:20:28,975 --> 00:20:30,275 we can see the value already. 562 00:20:30,275 --> 00:20:31,755 Right? That's just, that's just phenomenal. 563 00:20:31,755 --> 00:20:34,755 I love that story. So one of my favorites was actually, um, 564 00:20:34,775 --> 00:20:36,235 her name is Jackie Ferrari 565 00:20:36,335 --> 00:20:38,155 and she owned a company called American Fashion Network. 566 00:20:38,575 --> 00:20:40,835 And she, for decades, she's, you know, 567 00:20:40,835 --> 00:20:42,235 when you go into like a big box retail 568 00:20:42,235 --> 00:20:43,795 and they have their own brand Mm-Hmm. 569 00:20:43,875 --> 00:20:46,075 that they make, that she would make that those clothes for 570 00:20:46,075 --> 00:20:49,205 that like the big box retail, the brand, and then Covid hit. 571 00:20:49,985 --> 00:20:52,565 And so she lost a ton of contracts 572 00:20:52,565 --> 00:20:54,485 because they just weren't buying clothes anymore. 573 00:20:54,485 --> 00:20:55,645 Right. People weren't going out 574 00:20:55,645 --> 00:20:57,085 because people weren't gonna retail stores. 575 00:20:57,625 --> 00:21:01,205 And so she pivoted as we did Covid, 576 00:21:01,235 --> 00:21:02,485 that Magical Covid work. 577 00:21:02,825 --> 00:21:05,165 And she started doing PPE products, right. 578 00:21:05,165 --> 00:21:06,245 Which a lot of people did as well. 579 00:21:07,125 --> 00:21:07,845 Personal Protection 580 00:21:07,845 --> 00:21:09,445 Equipment, I think is what it stands for. 581 00:21:09,555 --> 00:21:11,845 Yeah. And so she, um, got a contract 582 00:21:11,845 --> 00:21:12,845 with Charter Communications 583 00:21:14,295 --> 00:21:15,595 and they said, oh, 584 00:21:15,595 --> 00:21:17,595 you're a woman owned business, you should get certified. 585 00:21:17,595 --> 00:21:18,835 And she's like, nobody cares. 586 00:21:18,935 --> 00:21:20,115 And they're like, well we do 587 00:21:20,255 --> 00:21:22,395 and we actually care so much we're gonna give you this 588 00:21:22,635 --> 00:21:24,715 resource to help you get this, the certification. 589 00:21:25,335 --> 00:21:27,795 So we, um, worked on her certification 590 00:21:28,015 --> 00:21:30,955 and we got her WeBank disability and, and WOSB. 591 00:21:31,255 --> 00:21:32,875 So, you know, it was that 90 day waiting period, 592 00:21:32,955 --> 00:21:33,995 120 day waiting period. 593 00:21:33,995 --> 00:21:36,555 So during that time, she's home, she'd just gotten married, 594 00:21:36,615 --> 00:21:38,595 not too, not too much sooner than that. 595 00:21:38,815 --> 00:21:40,835 And she's watching War Dogs, I, 596 00:21:40,835 --> 00:21:43,235 if youve ever seen the movie, but it's about these two kind 597 00:21:43,395 --> 00:21:45,595 of young guys who ended up selling arms to the government. 598 00:21:45,845 --> 00:21:48,275 Right. Um, I actually saw a follow up to them, 599 00:21:48,275 --> 00:21:49,715 like one's still doing great business 600 00:21:49,715 --> 00:21:51,235 and one's like been in jail here, like 601 00:21:52,225 --> 00:21:54,075 like went off, like went a bad way. 602 00:21:54,075 --> 00:21:55,275 Like they went totally different path. 603 00:21:55,295 --> 00:21:58,875 But anyways, so she's saying she like looks at her husband 604 00:21:58,895 --> 00:22:01,635 and you know, she's like gonna take my WOSB, 605 00:22:01,755 --> 00:22:03,795 which is the federal government government's women owned 606 00:22:03,795 --> 00:22:04,955 small business certification. 607 00:22:05,375 --> 00:22:06,715 I'm gonna take that certification, I'm gonna 608 00:22:06,715 --> 00:22:07,835 sell arms to the government. 609 00:22:07,835 --> 00:22:09,355 And she's cracking herself up, right? 610 00:22:09,355 --> 00:22:10,875 She thinks she's somebody and her husband's like, 611 00:22:11,735 --> 00:22:12,945 okay honey, whatever. 612 00:22:13,525 --> 00:22:15,785 And then so she goes to work the next day 613 00:22:15,785 --> 00:22:19,555 and she mentions it to um, her COO 614 00:22:20,295 --> 00:22:22,875 and like, wait a minute, maybe not arms, 615 00:22:23,055 --> 00:22:25,475 but we sell textiles, we can make uni, 616 00:22:25,475 --> 00:22:28,075 maybe there's like a federal contract for uniforms 617 00:22:28,075 --> 00:22:29,855 or whatever, like go online. 618 00:22:30,445 --> 00:22:34,055 Sure enough, $5 million contracts for practice, uniforms 619 00:22:34,055 --> 00:22:36,575 for thes, for a certification sheet. 620 00:22:36,595 --> 00:22:37,595 Didn't even wanna get . 621 00:22:39,675 --> 00:22:42,655 - Wow. - Yeah. That's like one of my favorites. 622 00:22:42,655 --> 00:22:45,375 So to this day I'm like, martinis are on you forever , 623 00:22:46,445 --> 00:22:48,655 because she didn't want that certification. 624 00:22:48,835 --> 00:22:50,615 You know, another really great one that actually happened 625 00:22:50,615 --> 00:22:52,375 during Covid as well was there's a vodka 626 00:22:52,375 --> 00:22:53,575 company that's a woman-owned company. 627 00:22:53,755 --> 00:22:55,655 And she went into one of her local big retailers 628 00:22:55,655 --> 00:22:59,105 and she said, uh, the vodka shelves are empty. 629 00:22:59,105 --> 00:23:01,185 And I don't know if you remember if you had kids home 630 00:23:01,185 --> 00:23:03,665 during Covid, but I had was homeschooling five children 631 00:23:04,255 --> 00:23:06,745 from like three to 10 or whatever 632 00:23:06,925 --> 00:23:08,545 and working from time and everything else. 633 00:23:08,605 --> 00:23:13,225 So vodka was a staple in our house at that time. 634 00:23:13,605 --> 00:23:16,025 So she was like, you cannot be without vodka 635 00:23:16,025 --> 00:23:17,105 during this time right now. 636 00:23:17,105 --> 00:23:20,185 People need this. So she called this diversity manager 637 00:23:20,245 --> 00:23:21,425 who she had met at a conference 638 00:23:21,425 --> 00:23:22,665 and built a relationship with them 639 00:23:23,245 --> 00:23:25,425 and she said, I can get you on yourself by tomorrow. 640 00:23:26,245 --> 00:23:28,665 She did. And they got a contract because she saved his butt. 641 00:23:28,665 --> 00:23:30,905 Right. She saved him from not, they were, 642 00:23:30,935 --> 00:23:32,225 they were not able to do it. 643 00:23:32,225 --> 00:23:34,785 And so she was able to get her product out the shelves . 644 00:23:35,735 --> 00:23:37,745 - That is amazing. I have to say though, 645 00:23:37,765 --> 00:23:39,225 did she have a relationship with them? 646 00:23:39,685 --> 00:23:40,865 - Yes. I'm saying she'd already made 647 00:23:40,865 --> 00:23:42,145 that relationship ahead of time. 648 00:23:42,245 --> 00:23:44,185 But that's what I'm saying. Yeah. You always want your 649 00:23:44,385 --> 00:23:45,405 certification before you, you need it. 650 00:23:45,565 --> 00:23:46,685 'cause once you need it, it might be too late. 651 00:23:46,705 --> 00:23:49,005 If she had been like pushing off that certification 652 00:23:49,065 --> 00:23:51,685 for years when she called me, it would've been like, oh, 653 00:23:51,965 --> 00:23:53,445 remember how I've been asking you for three years 654 00:23:53,465 --> 00:23:54,645 to do this one little thing? 655 00:23:54,775 --> 00:23:56,125 Right. And you haven't done it yet. 656 00:23:56,265 --> 00:23:57,485 Are we really in a relationship 657 00:23:57,545 --> 00:23:59,045 or are we just a transaction to you? 658 00:23:59,435 --> 00:24:02,485 - Yeah. Yeah. Wow. - 'cause she made the relationship. 659 00:24:02,955 --> 00:24:06,485 - Yeah, exactly. Those are a huge su success stories. 660 00:24:06,925 --> 00:24:07,965 I know. wild. 661 00:24:08,155 --> 00:24:10,325 - It's just funny. Like the Jackie one just cracks me up 662 00:24:10,325 --> 00:24:12,245 every time because she was like, nobody cares, 663 00:24:12,425 --> 00:24:13,445 I'm not gonna get anything out of it. 664 00:24:13,465 --> 00:24:14,805 I'm only doing it to this one customer. 665 00:24:14,905 --> 00:24:16,805 And now like her whole business is like exploded. 666 00:24:16,835 --> 00:24:17,925 It's so funny. Oh, 667 00:24:17,925 --> 00:24:20,125 - And I'm sure she has leaned in so hard. 668 00:24:20,425 --> 00:24:22,125 Oh, her certifications now . 669 00:24:22,845 --> 00:24:27,805 - Absolutely. She's leaning all the way in , right? 670 00:24:28,195 --> 00:24:31,245 - Yeah. So do - You think that the people, your friends 671 00:24:31,475 --> 00:24:33,405 that listen to your podcast know the different 672 00:24:33,405 --> 00:24:34,765 demographics of certification? 673 00:24:35,705 --> 00:24:37,845 - That's a great question. No, please share. 674 00:24:38,645 --> 00:24:40,045 - I was just thinking have you've been throwing out all 675 00:24:40,045 --> 00:24:41,045 these terms and demographics? 676 00:24:41,045 --> 00:24:44,005 Yeah. Yeah. So there's five main demographics that, 677 00:24:44,195 --> 00:24:45,685 that are, that get certified. 678 00:24:45,825 --> 00:24:47,565 So there's women which we've been talking a lot about. 679 00:24:47,715 --> 00:24:49,965 There's ethnic minorities, which we kind of touched on 680 00:24:49,965 --> 00:24:52,165 because you were, you're certified the National Minority 681 00:24:52,165 --> 00:24:54,245 Supply Development Council as a minority owned business. 682 00:24:54,265 --> 00:24:55,925 Mm-Hmm. . Then there is the disability owned, 683 00:24:55,925 --> 00:24:56,925 but I'm gonna come back to that one 684 00:24:57,125 --> 00:24:58,325 'cause I want use the most explanation. 685 00:24:58,985 --> 00:25:01,405 Um, then there's LGBT owned businesses. 686 00:25:01,745 --> 00:25:04,245 Um, there's veteran and services able veteran owned 687 00:25:04,445 --> 00:25:05,885 businesses, um, which we both, 688 00:25:05,925 --> 00:25:07,125 I know do a lot of support of. 689 00:25:07,385 --> 00:25:09,405 And then the last one is that disability owned business 690 00:25:09,405 --> 00:25:11,965 enterprise, which most people think it means you can't see 691 00:25:11,965 --> 00:25:14,525 here or walk when in actuality it's anything 692 00:25:14,525 --> 00:25:16,925 that the a DA defines as a disability, 693 00:25:16,925 --> 00:25:19,365 which is everything from thyroid conditions, sleep apnea, 694 00:25:19,405 --> 00:25:21,325 a DH, adhd, anxiety, depression, autoimmune disorder, 695 00:25:21,325 --> 00:25:24,005 blood disorder, skin disorders, addiction recovery, 696 00:25:24,005 --> 00:25:25,005 cancer recovery, 697 00:25:25,345 --> 00:25:27,445 severe allergies, anything you have to manage. 698 00:25:27,625 --> 00:25:30,445 So if you have such a severe allergy to let's say like 699 00:25:30,965 --> 00:25:32,125 mushrooms, because I knew someone who did this, 700 00:25:32,585 --> 00:25:34,405 and you have to carry an EpiPen 701 00:25:34,405 --> 00:25:36,885 because if god forbid there's a mushroom in the 702 00:25:37,005 --> 00:25:38,245 vicinity that is a disability. 703 00:25:38,305 --> 00:25:40,085 Mm-Hmm. . Because if you don't have that EpiPen 704 00:25:40,085 --> 00:25:42,365 and you're at a conference, that is not good 705 00:25:42,365 --> 00:25:44,885 for business development if you are being rushed off in an 706 00:25:44,885 --> 00:25:46,325 ambulance to go to the hospital . 707 00:25:46,765 --> 00:25:49,485 Right. And so anything you, or if you have sleep apnea 708 00:25:49,485 --> 00:25:51,485 and you don't sleep with your CPAP machine for a day 709 00:25:51,485 --> 00:25:54,405 or two, you are not functioning properly enough 710 00:25:54,505 --> 00:25:55,685 to run your business run 711 00:25:55,785 --> 00:25:57,325 and you can actually spiral very easily. 712 00:25:57,625 --> 00:25:59,805 And so that is what the disability owned business is. 713 00:26:00,315 --> 00:26:01,845 - Yeah. I'm actually certified 714 00:26:01,845 --> 00:26:04,845 as a disability owned business because I have severe asthma 715 00:26:04,865 --> 00:26:06,085 and I have to have my inhaler 716 00:26:06,145 --> 00:26:09,085 and I also have an EpiPen, uh, as well. So, yeah. 717 00:26:09,085 --> 00:26:11,125 - Right. And so imagine if you like went somewhere 718 00:26:11,125 --> 00:26:12,725 and you didn't have your asthma, your inhaler with you, 719 00:26:12,835 --> 00:26:14,205 that could be very problematic 720 00:26:14,225 --> 00:26:15,965 to you running your business Right. 721 00:26:15,965 --> 00:26:17,445 To you doing all things you have to do. 722 00:26:17,825 --> 00:26:19,445 And so it's not just owned by the way, 723 00:26:19,485 --> 00:26:20,885 I also wanna make that one clarification. 724 00:26:21,035 --> 00:26:24,285 It's owned operation operated and controlled, right? 725 00:26:24,285 --> 00:26:26,005 Mm-Hmm. . So it has to be 51% 726 00:26:26,005 --> 00:26:28,485 or more owned by whatever demographic you're certifying. 727 00:26:28,835 --> 00:26:31,045 Next is operation. Does that demographic 728 00:26:31,585 --> 00:26:33,165 run the company on a day-to-Day basis? 729 00:26:33,305 --> 00:26:35,045 And do they have the highest ranking title? 730 00:26:35,305 --> 00:26:36,845 Now people are always like, yeah, I do. 731 00:26:37,145 --> 00:26:39,005 And then I look at their documents and they don't, 732 00:26:39,005 --> 00:26:40,405 because again, back to that $6 733 00:26:40,425 --> 00:26:42,365 or $600 an hour attorney, right? 734 00:26:42,365 --> 00:26:44,165 Mm-Hmm. , same Template. Template. 735 00:26:44,225 --> 00:26:45,525 I'm gonna, we'll do a little quiz here. 736 00:26:45,735 --> 00:26:47,525 Maybe you know this because you're an LC 737 00:26:47,525 --> 00:26:48,685 so it's not in your whatever, 738 00:26:48,685 --> 00:26:49,845 but you know, in a corporation, 739 00:26:51,135 --> 00:26:53,305 what is the highest ranking title in the majority 740 00:26:53,305 --> 00:26:54,465 of templated bylaws? 741 00:26:54,915 --> 00:26:57,265 - 51%. - No, the, the title, 742 00:26:57,965 --> 00:27:00,185 the highest ranking title in a company. 743 00:27:01,105 --> 00:27:03,405 - Is it not CEO or founder? It 744 00:27:03,405 --> 00:27:04,405 - Is not . 745 00:27:05,025 --> 00:27:06,125 See, it's president. 746 00:27:06,425 --> 00:27:09,485 So let's say like I, let's say like I have a company 747 00:27:09,865 --> 00:27:12,245 and I own 60% and my husband owns 40%. 748 00:27:12,245 --> 00:27:14,885 Right? And we turn in these template 749 00:27:14,885 --> 00:27:16,205 and I'm CEO and he's president. 750 00:27:16,625 --> 00:27:17,765 And our bylaws are the 751 00:27:17,765 --> 00:27:18,845 president's the highest ranking title. 752 00:27:18,845 --> 00:27:20,405 We're getting denied, certification 753 00:27:20,705 --> 00:27:21,705 - Denied. 754 00:27:21,705 --> 00:27:22,645 Oh my god. I never knew that. 755 00:27:23,685 --> 00:27:25,775 - Yeah. So those are the type of things that we check for. 756 00:27:25,915 --> 00:27:27,295 So, so that's the operation 757 00:27:27,295 --> 00:27:29,695 and control is for those same governing documents, you know, 758 00:27:29,715 --> 00:27:32,695 bylaws if you're a corporation and, um, operating agreement 759 00:27:32,755 --> 00:27:35,095 or membership agreement if you're an LLC, um, 760 00:27:35,155 --> 00:27:36,255 who has ultimate control 761 00:27:36,275 --> 00:27:39,135 of the company voting and whatnot. Okay. So 762 00:27:39,175 --> 00:27:41,175 - I need to change everything to President now. 763 00:27:41,765 --> 00:27:43,815 - Well, well no, because you're an LLC, so it's different. 764 00:27:43,815 --> 00:27:45,135 Yeah. Oh, okay. We would've told you about it. 765 00:27:45,135 --> 00:27:46,335 We would've told you if you were not title. 766 00:27:46,515 --> 00:27:47,935 And I took, I'm like, if you wanna be 767 00:27:47,935 --> 00:27:49,175 Queen, who did I just talk to? 768 00:27:49,215 --> 00:27:50,335 I talked to a Cuban guy yesterday. 769 00:27:50,335 --> 00:27:51,975 I said, if you wanna be King Cuban in charge, 770 00:27:52,195 --> 00:27:53,495 you can be King Cuban in charge. 771 00:27:53,605 --> 00:27:56,215 Just make sure your documents call you King Cuban in charge 772 00:27:56,315 --> 00:27:57,415 the highest ranking title . 773 00:27:59,875 --> 00:28:04,485 - Got it. Got it. Okay. That makes sense. Wow. 774 00:28:05,035 --> 00:28:09,895 Okay. So what, uh, what's in, uh, 775 00:28:09,965 --> 00:28:14,095 your short term long term goals for, for your company? 776 00:28:15,155 --> 00:28:16,175 - So short term goals are 777 00:28:16,175 --> 00:28:18,135 where you're adding some service offerings such 778 00:28:18,135 --> 00:28:21,015 as the ESG certifications, like EcoVadis 779 00:28:21,015 --> 00:28:22,175 and, and um, B Corp. 780 00:28:22,175 --> 00:28:23,095 We're adding that to our service 781 00:28:23,415 --> 00:28:24,535 offerings, which is very exciting. 782 00:28:24,905 --> 00:28:26,215 We're the pro getting ours as well 783 00:28:26,445 --> 00:28:27,975 because, you know, it's the shoemakers children. 784 00:28:28,715 --> 00:28:29,815 And then more long term. 785 00:28:29,815 --> 00:28:31,975 And also I guess kind of midterm would be, again, more 786 00:28:31,975 --> 00:28:33,695 of those in-person industry events. 787 00:28:33,715 --> 00:28:34,775 So if anybody out there knows 788 00:28:35,015 --> 00:28:38,255 of an in person entrepreneur heavy, uh, industry event 789 00:28:38,255 --> 00:28:40,655 that you think would be benefit from this 790 00:28:40,685 --> 00:28:42,215 expertise, please let me know. . 791 00:28:42,995 --> 00:28:44,455 Um, and then long term also, you know, 792 00:28:44,455 --> 00:28:48,855 we're looking at becoming more of a outsourced clearinghouse 793 00:28:48,955 --> 00:28:50,055 for these organizations 794 00:28:50,055 --> 00:28:52,615 because, you know, some of these organizations 795 00:28:52,615 --> 00:28:56,235 that facilitate certification take a really long time 796 00:28:56,545 --> 00:28:58,595 unnecessarily, and they don't always know 797 00:28:58,595 --> 00:28:59,715 how to read the documents. 798 00:28:59,715 --> 00:29:02,075 Like, I can't say how many, especially the government ones. 799 00:29:02,305 --> 00:29:04,595 Yeah. States not to name anybody in particular, 800 00:29:04,615 --> 00:29:05,915 but some need more help than others. 801 00:29:06,175 --> 00:29:07,915 And so that's a real, that's a good, we are our, 802 00:29:07,915 --> 00:29:10,235 there's no one better situated than us to 803 00:29:11,055 --> 00:29:12,155 be that clearing house. 804 00:29:12,745 --> 00:29:15,075 - Yeah. Well you, you travel a lot. 805 00:29:15,255 --> 00:29:16,875 You attend a lot of conferences. 806 00:29:17,115 --> 00:29:20,275 - I do. , I don't, I know I'm not, 807 00:29:20,455 --> 00:29:22,355 I'm a-List Preferred again this year. . 808 00:29:22,895 --> 00:29:23,895 So . 809 00:29:25,655 --> 00:29:29,395 - So, because you go to, well share a few of 'em, you go 810 00:29:29,395 --> 00:29:31,475 to the We Rebate conferences, you go 811 00:29:31,555 --> 00:29:33,275 to the veteran conferences. Veteran 812 00:29:33,295 --> 00:29:34,295 - In business, right? 813 00:29:34,295 --> 00:29:35,275 - Veteran in business, yeah. 814 00:29:36,155 --> 00:29:38,475 - I go to, I sometimes go to nmsdc this year. 815 00:29:38,475 --> 00:29:41,565 The scheduling didn't work out, fell my chair, um, . 816 00:29:42,225 --> 00:29:43,325 But, um, I went to, I went 817 00:29:43,325 --> 00:29:45,205 to U-S-H-C-C for the first time this year. 818 00:29:45,205 --> 00:29:46,925 United States Hispanic Chamber of Commerce. 819 00:29:47,345 --> 00:29:49,725 And then I do kind of like, I just, one, I just, um, 820 00:29:49,745 --> 00:29:52,365 was at last week, well the U-S-H-C-C, the beginning 821 00:29:52,365 --> 00:29:54,085 of the week and then the middle of the week was, um, 822 00:29:54,625 --> 00:29:57,845 the California Public Utilities Clearing House has some, uh, 823 00:29:57,905 --> 00:29:59,285 events for the suppliers. 824 00:29:59,625 --> 00:30:01,125 And so I went to that event. 825 00:30:01,425 --> 00:30:04,085 So I do try to stay West Coast as much as possible just 826 00:30:04,085 --> 00:30:05,285 because, you know, you lose so much time. 827 00:30:05,505 --> 00:30:07,245 But I do try to go to the national conferences. 828 00:30:07,245 --> 00:30:09,165 And that's also something that we work with our clients on, 829 00:30:09,165 --> 00:30:10,245 is how to strategize. 830 00:30:10,405 --> 00:30:11,685 'cause not everybody wants to be traveling. 831 00:30:12,165 --> 00:30:14,085 I think the reason I've been married 17 years 832 00:30:14,305 --> 00:30:16,405 and don't kill my children is because 833 00:30:17,025 --> 00:30:18,765 or yell at them quite as much as I would is 834 00:30:18,765 --> 00:30:21,005 because I travel so much and I miss them when I'm away. 835 00:30:21,185 --> 00:30:23,765 But , if I was home more, 836 00:30:23,915 --> 00:30:25,685 that husband may not still be around. So 837 00:30:26,275 --> 00:30:27,275 - Hilarious. 838 00:30:27,945 --> 00:30:29,765 - So, uh, so you have to know what you wanna go to, 839 00:30:29,785 --> 00:30:31,205 but I also am kind of in this new 840 00:30:31,205 --> 00:30:32,405 phase of New Faces, new places. 841 00:30:32,545 --> 00:30:35,005 Mm-Hmm. , Ron Vincent, who's always kind of, 842 00:30:35,005 --> 00:30:36,565 I've always kind of looked up to him, said that to me. 843 00:30:36,585 --> 00:30:38,925 And I'm like, I'm using that New Faces new places. 844 00:30:39,145 --> 00:30:41,965 So U-S-H-C-C was a new face, new place for me this year. 845 00:30:42,085 --> 00:30:44,485 I went to, um, utopia this year, which is a new face, 846 00:30:44,545 --> 00:30:46,605 new place, uh, just to kind of, you know, 847 00:30:46,605 --> 00:30:48,365 because there's, we Banks 848 00:30:48,365 --> 00:30:50,245 and the Disability Inns are my two big 849 00:30:50,245 --> 00:30:51,365 conferences that I attend. 850 00:30:51,695 --> 00:30:55,205 Those conferences are both exceptionally well run. 851 00:30:56,135 --> 00:30:57,195 Um, the We Bank, I'm, 852 00:30:57,215 --> 00:30:58,755 I'm very involved in both organizations. 853 00:30:58,875 --> 00:31:00,395 I was one of the stars last year, 854 00:31:00,415 --> 00:31:03,435 so I had like a full-size lifetime banner there, which was 855 00:31:04,175 --> 00:31:06,435 so fun that you have full-size life-sized banner 856 00:31:06,435 --> 00:31:08,395 of yourself in the hallway. 857 00:31:09,035 --> 00:31:12,235 - I mean, that was, that was amazing. I saw that banner. 858 00:31:12,515 --> 00:31:15,715 I took a photo of that banner and sent it to you. And 859 00:31:15,915 --> 00:31:16,795 - I know I liked the, of Rebecca 860 00:31:16,795 --> 00:31:17,795 kissing it too, like, by the 861 00:31:17,795 --> 00:31:18,795 way, - . 862 00:31:18,795 --> 00:31:19,835 It was so cute. So cute. 863 00:31:19,885 --> 00:31:24,755 Shout out to Rebecca Aguigui Gardner, who is the president 864 00:31:25,415 --> 00:31:26,915 of Veterans in Business. 865 00:31:27,255 --> 00:31:29,355 She is amazing. She's the one that Yes. And she 866 00:31:29,355 --> 00:31:30,355 - Connected us. 867 00:31:30,355 --> 00:31:31,475 - Yeah. She was the one who introduced us. 868 00:31:31,855 --> 00:31:33,835 And uh, she's actually one of my, um, 869 00:31:33,835 --> 00:31:35,435 closest and dearest friends. And 870 00:31:35,435 --> 00:31:37,515 - She, and it's a fantastic veterans organization. 871 00:31:37,515 --> 00:31:40,115 Like I, I see so much success from those veterans as well. 872 00:31:40,135 --> 00:31:41,235 And so just being, and 873 00:31:41,235 --> 00:31:42,635 that's one of the ones I go to as well. 874 00:31:42,855 --> 00:31:44,155 Mm-Hmm. . Um, so like, 875 00:31:44,215 --> 00:31:45,835 but like for example, um, I used to go 876 00:31:45,835 --> 00:31:47,395 to the Diversity Alliance for Science for years. 877 00:31:47,555 --> 00:31:49,795 I took a year off of that one. I might go back. 878 00:31:49,955 --> 00:31:52,035 , I kind of have to evaluate every year. 879 00:31:52,495 --> 00:31:55,035 It really is our marketing budget is those conferences. 880 00:31:55,275 --> 00:31:57,355 'cause that's my bus best business development. 881 00:31:57,875 --> 00:32:00,795 I I really, uh, you know, being in front of the corporations 882 00:32:00,815 --> 00:32:02,755 who hire us is really the best way 883 00:32:02,755 --> 00:32:04,555 to continually show them and add value. 884 00:32:05,095 --> 00:32:07,435 And like, there's people who were not working with us 885 00:32:07,535 --> 00:32:09,035 and now this year they're like, oh, hey, 886 00:32:09,035 --> 00:32:11,235 my leadership really wants to be billion dollar round table. 887 00:32:11,735 --> 00:32:13,275 And we heard this is one of your specialties. 888 00:32:13,375 --> 00:32:14,955 I'm like, you are right. Let's do it. 889 00:32:14,975 --> 00:32:16,875 And so just showing up year after year, 890 00:32:16,945 --> 00:32:18,755 because they have to like know and trust you. 891 00:32:18,755 --> 00:32:19,955 They have to know you're gonna be 892 00:32:19,955 --> 00:32:22,035 around next year if they're gonna invest in you . 893 00:32:22,665 --> 00:32:25,155 - Yeah, no, it's so true. It's so important. 894 00:32:26,015 --> 00:32:28,115 So a personal question. 895 00:32:28,495 --> 00:32:30,555 So, because you know of my, all my certifications, 896 00:32:31,135 --> 00:32:34,155 how would you, how should I strategically 897 00:32:34,625 --> 00:32:36,355 work my business? 898 00:32:36,535 --> 00:32:39,525 Or for example, I want to make the connections with the, 899 00:32:40,035 --> 00:32:41,165 with the airports. 900 00:32:41,565 --> 00:32:45,165 I see es at the airports at Hudson News. 901 00:32:45,905 --> 00:32:47,605 How would I angle that? 902 00:32:47,715 --> 00:32:48,765 - Well, first we probably have 903 00:32:48,765 --> 00:32:52,125 to get you airports like A-C-D-D-B-E certified. 904 00:32:52,385 --> 00:32:55,925 Um, which is, I know, I know it's another, I know, 905 00:32:56,245 --> 00:32:58,605 I know there's an airport concessions, 906 00:32:58,605 --> 00:33:01,165 disadvantaged business enterprise certification 907 00:33:01,195 --> 00:33:02,725 that we would want probably wanna get for you. 908 00:33:02,785 --> 00:33:04,485 And then you have to, there's, 909 00:33:04,485 --> 00:33:06,725 there is actually airport conferences 910 00:33:07,035 --> 00:33:08,445 that you would go to, right? 911 00:33:08,645 --> 00:33:10,445 I mean we, Vegas, we have a connection to 912 00:33:10,445 --> 00:33:12,085 how we make introductions for you over there. 913 00:33:12,185 --> 00:33:13,485 Um, you just have to kind of know. And then 914 00:33:13,715 --> 00:33:15,005 they all talk to each other. 915 00:33:15,505 --> 00:33:16,885 And that's really what it comes down 916 00:33:16,885 --> 00:33:18,685 to is they all talk to each other. 917 00:33:19,105 --> 00:33:21,405 And so, you know, sometimes people will say, oh, 918 00:33:21,485 --> 00:33:23,285 I don't wanna talk to that supplier diversity manager. 919 00:33:23,365 --> 00:33:24,485 I wanna talk to the decision maker. 920 00:33:24,745 --> 00:33:28,485 And I'm like, I'm, I'm gonna give you a pro tip here. Okay. 921 00:33:28,825 --> 00:33:30,645 So they may not be your decision maker, 922 00:33:30,645 --> 00:33:34,045 but you know what decision they can make to get you into 923 00:33:34,045 --> 00:33:35,925 that person or to keep you out. 924 00:33:36,265 --> 00:33:38,205 So yeah. Yeah. You might wanna remember 925 00:33:39,435 --> 00:33:40,485 your place here, right? 926 00:33:40,485 --> 00:33:42,005 Because they wanna see you succeed, 927 00:33:42,005 --> 00:33:43,805 but they also know, they know their 928 00:33:44,085 --> 00:33:45,205 companies better than you do. 929 00:33:45,415 --> 00:33:47,645 Right? Of course. So let them work the system for you. 930 00:33:47,665 --> 00:33:48,725 So, and they all talk to each other. 931 00:33:48,745 --> 00:33:50,405 You know, I'm, I, they will guarantee you, 932 00:33:50,405 --> 00:33:53,645 like if David from the airport in Vegas goes to a, 933 00:33:53,745 --> 00:33:56,125 the airport conference and he's like, like, oh my God, 934 00:33:56,125 --> 00:33:57,965 this is such a cool product, blah, blah, blah. 935 00:33:58,265 --> 00:34:00,645 And once Hudson gets it, et cetera, et cetera, you know, 936 00:34:00,645 --> 00:34:03,205 the inner workers of the airports I am not an expert at, 937 00:34:03,265 --> 00:34:04,565 but there are people who are. 938 00:34:04,585 --> 00:34:06,685 But you know, that airport concession is disadvantaged 939 00:34:06,805 --> 00:34:08,405 business enterprise certification would be very helpful 940 00:34:08,465 --> 00:34:11,285 for you to do, to start those conversations. 941 00:34:11,585 --> 00:34:13,525 - That's amazing. 'cause I had no clue. 942 00:34:13,825 --> 00:34:15,925 So now I have to add that to my list 943 00:34:16,065 --> 00:34:17,065 - And yeah. 944 00:34:17,065 --> 00:34:18,045 So who's your, if like, if Kristen, your, I, 945 00:34:18,165 --> 00:34:19,285 I think it's Kristen was your person. 946 00:34:19,635 --> 00:34:23,445 Just reach out to Kristen and Oh, it's Maria. Oh, Maria. 947 00:34:23,505 --> 00:34:25,965 So we let Maria know. I just, I need my A CDB. 948 00:34:26,595 --> 00:34:30,205 - Okay. - Four concessions and I'll, I'll teams her also 949 00:34:31,645 --> 00:34:35,525 - E So what's the abbreviation for again? 950 00:34:36,195 --> 00:34:37,965 - Airport concession. Mm-Hmm. 951 00:34:37,965 --> 00:34:39,645 Disadvantaged Business Enterprise. 952 00:34:40,435 --> 00:34:43,525 - Amazing. I mean all of these, uh, abbreviations 953 00:34:43,565 --> 00:34:44,565 - Acronyms. 954 00:34:44,565 --> 00:34:45,285 Oh my goodness, I know acronym. 955 00:34:45,595 --> 00:34:47,285 - It's, it's a whole other woman nutty. 956 00:34:47,285 --> 00:34:48,485 - You could literal just throw out letters. 957 00:34:48,905 --> 00:34:49,925 It probably would mean 958 00:34:49,925 --> 00:34:50,925 something. - . 959 00:34:52,905 --> 00:34:54,005 So many acronyms. 960 00:34:54,275 --> 00:34:56,515 - Yeah, it's true. 961 00:34:56,865 --> 00:34:59,195 - Well, Heather, it's been such an honor having you 962 00:34:59,255 --> 00:35:00,275 on the Gutsy Babe. 963 00:35:00,615 --> 00:35:03,555 How can people find out more about Certify My Company 964 00:35:03,815 --> 00:35:08,755 to see if their services are right for your company and how 965 00:35:09,215 --> 00:35:10,215 - So? 966 00:35:10,215 --> 00:35:11,955 Um, so I would go to certify my company.com. 967 00:35:12,095 --> 00:35:14,595 Now keep in mind the website is currently being updated 968 00:35:14,595 --> 00:35:16,435 currently, so keep checking back 969 00:35:16,435 --> 00:35:19,115 because by Q1 we should have a beautiful new website 970 00:35:19,115 --> 00:35:21,795 and a little updated logo as well, a little brand refresh. 971 00:35:22,255 --> 00:35:25,275 Um, so it's certify my company.com all spelled out. 972 00:35:25,735 --> 00:35:27,435 Um, we are on all the socials. 973 00:35:27,735 --> 00:35:31,435 Um, I mean we we're on X, but, but no, the Facebooks 974 00:35:31,435 --> 00:35:33,115 and the Instagrams and the LinkedIns, 975 00:35:33,265 --> 00:35:35,635 it's at Certify Myco is our handle. 976 00:35:36,255 --> 00:35:38,445 And, uh, yeah, I would say follow us 977 00:35:38,445 --> 00:35:41,285 because we do post opportunities, we post, we love to tag 978 00:35:41,305 --> 00:35:44,725 as it's gonna dust tag as businesses that we, that, and, 979 00:35:44,785 --> 00:35:46,845 and you know, I I will even often say like, 980 00:35:46,845 --> 00:35:48,125 this is not a sponsored post. 981 00:35:48,305 --> 00:35:50,285 I'm just giving a shout out to another woman owned business. 982 00:35:50,285 --> 00:35:53,205 Because quite frankly, when I see sponsored posts, I'm like, 983 00:35:53,565 --> 00:35:55,805 Hmm, I don't believe it , I just don't believe it. 984 00:35:55,805 --> 00:35:58,405 Like, I wanna see like real life people 985 00:35:58,405 --> 00:35:59,925 who are saying like, I just love this product. 986 00:35:59,995 --> 00:36:01,365 Like, I'm not getting anything out of it. 987 00:36:01,445 --> 00:36:03,285 I just want you to know that this, I'm not gatekeeping. 988 00:36:03,355 --> 00:36:04,485 This is a great product, right? 989 00:36:04,665 --> 00:36:05,845 And you know, I love your product. 990 00:36:05,945 --> 00:36:09,085 So I'm waiting for the bulk. I'm waiting for the bulk . 991 00:36:11,065 --> 00:36:14,645 Um, so yeah, so at sort of at my co I'm at all the socials 992 00:36:14,645 --> 00:36:16,645 and there's opportunities that are on there, et cetera, 993 00:36:16,705 --> 00:36:18,645 et cetera, conferences that are coming up 994 00:36:18,715 --> 00:36:19,845 that we post them as well. 995 00:36:20,345 --> 00:36:21,845 Um, and that's the best way to find this. 996 00:36:22,535 --> 00:36:26,065 - Well, and I also recommend your company to every 997 00:36:26,745 --> 00:36:28,025 business I come across. 998 00:36:28,485 --> 00:36:29,665 So, and I share that that's 999 00:36:29,665 --> 00:36:31,905 - The best, that's the best way for us to get it, you know, 1000 00:36:31,925 --> 00:36:34,305 is to is the our happy customers. Yeah. 1001 00:36:34,405 --> 00:36:35,905 - And I was literally just by speaking 1002 00:36:35,905 --> 00:36:38,625 with my girlfriend this morning, who's coming up with a, um, 1003 00:36:38,695 --> 00:36:40,305 alternative pancake mix. 1004 00:36:40,445 --> 00:36:43,865 And I told her when she's ready, uh, she has 1005 00:36:43,865 --> 00:36:45,145 to go to certify my company. 1006 00:36:45,625 --> 00:36:47,105 - Absolutely. Thank you. Absolutely. 1007 00:36:48,365 --> 00:36:52,865 - So I do share your company, um, contacts constantly 1008 00:36:52,865 --> 00:36:54,585 because it does make a difference. 1009 00:36:55,105 --> 00:36:57,785 I am a firm believer and testament to that. 1010 00:36:57,925 --> 00:37:00,145 And I have experienced the opportunities 1011 00:37:00,325 --> 00:37:03,065 and I know there are so many more opportunities to come 1012 00:37:03,565 --> 00:37:05,345 as I've recently attended this. 1013 00:37:05,445 --> 00:37:08,265 Um, it's called Speakers in Institute 1014 00:37:08,605 --> 00:37:11,585 and their famous quote is The best is yet to come. 1015 00:37:12,425 --> 00:37:13,425 - I love that. Actually, 1016 00:37:13,425 --> 00:37:14,425 you know what, it's really interesting. 1017 00:37:14,425 --> 00:37:16,385 You know how, who Sally Hogshead is, she's very big, 1018 00:37:16,385 --> 00:37:17,385 I think, in that organization. 1019 00:37:17,525 --> 00:37:20,105 And she always says different is better than better. 1020 00:37:20,845 --> 00:37:22,745 And it's, you know, it's kind of a similar concept 1021 00:37:22,745 --> 00:37:25,505 because this is one of the, one of the differentiators 1022 00:37:25,615 --> 00:37:27,345 that you can make of yourself is 1023 00:37:27,345 --> 00:37:29,105 that you're not only amazing at what you do. 1024 00:37:29,425 --> 00:37:30,985 I always tell, I say people, when you go to your, 1025 00:37:31,085 --> 00:37:32,425 the corporations that you wanna do business with, 1026 00:37:32,485 --> 00:37:34,825 or even another di other business owner Mm-Hmm. , 1027 00:37:34,905 --> 00:37:36,705 you have to tell them, you know, who you are, what you do, 1028 00:37:37,005 --> 00:37:38,385 how you're gonna rock their world. 1029 00:37:38,485 --> 00:37:39,865 So you should know what's going on with it. 1030 00:37:39,885 --> 00:37:42,105 And then, oh, by the way, I'm also diversity certified. 1031 00:37:42,295 --> 00:37:43,585 It's an immediate differentiator. 1032 00:37:44,365 --> 00:37:46,305 - 100%. 100%. 1033 00:37:46,725 --> 00:37:49,665 So I always like to tell people it's like, yes, you have 1034 00:37:49,665 --> 00:37:54,265 to produce and, you know, top a quality, top a quality. 1035 00:37:54,725 --> 00:37:57,185 But let's say they're exactly the two 1036 00:37:58,065 --> 00:38:00,585 businesses operating the exact same thing, being able 1037 00:38:00,585 --> 00:38:02,225 to produce the top a quality, 1038 00:38:02,685 --> 00:38:04,985 but yours is certified and the other one isn't. 1039 00:38:05,185 --> 00:38:07,225 They're gonna choose you. That's certified. 1040 00:38:07,225 --> 00:38:08,825 - What is tip the scales in your favor? 1041 00:38:08,965 --> 00:38:10,185 Is that all else being equal? 1042 00:38:10,205 --> 00:38:11,545 It tips the scales in your favor. 1043 00:38:11,965 --> 00:38:14,105 - Yes. That's, that's how I share it with people, right? 1044 00:38:14,105 --> 00:38:15,585 So they get it and understand. 1045 00:38:15,845 --> 00:38:18,105 So hopefully, if any, everyone, 1046 00:38:18,245 --> 00:38:19,745 all the gutsy babes out there listening, 1047 00:38:20,115 --> 00:38:21,505 let's hope this was helpful 1048 00:38:22,045 --> 00:38:25,865 and contact Heather Cox with Certify My Company. 1049 00:38:26,975 --> 00:38:29,385 Well, that's it for this episode of The Gutsy Babe. 1050 00:38:30,035 --> 00:38:32,905 Don't forget to hit the subscribe button until next time 1051 00:38:33,175 --> 00:38:34,745 with Love and Ease. 1052 00:38:36,675 --> 00:38:38,655 - Is it hard to go when you are on the go? 1053 00:38:38,965 --> 00:38:40,695 Well, you're not alone Travelers. 1054 00:38:40,695 --> 00:38:42,455 Constipation affects millions daily. 1055 00:38:42,865 --> 00:38:45,095 Don't let irregularity ruin your next trip. 1056 00:38:45,515 --> 00:38:47,895 Try Travel Ease, especially formulated 1057 00:38:47,895 --> 00:38:50,775 to keep you going on your next vacation or business trip. 1058 00:38:50,915 --> 00:38:53,575 Unlike Common over the counter therapies for constipation, 1059 00:38:53,875 --> 00:38:55,455 travel ease is all natural, 1060 00:38:55,685 --> 00:38:58,055 doesn't produce cramping and won't dehydrate. 1061 00:38:58,235 --> 00:39:02,255 You wanna find out more? Go to easy natural health.com. 1062 00:39:02,435 --> 00:39:06,375 That's ee z natural health.com. 1063 00:39:07,035 --> 00:39:09,375 Now also available@walmart.com.