Happy 2019! We’re kicking off the New Year here at Shareable with a real gem of an episode. We’re talking with Jeffrey Shaw about empathy, understanding ourselves and each other, and how we can reflect that understanding within our business. Jeffrey wrote an amazing book (I read it in less than a day) called Lingo: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible. He is a massively successful photographer, and has now taken that success to provide people with strategies based in empathy to help their businesses grow. In today’s world, we are all facing a growing need, both individually and collectively, to be understood. We want to be surrounded by people who motivate us, understand us, and who we can be ourselves around, while feeling like our most authentic self. The same is true in business. Jeffrey is sharing some major insights on how we can reflect on our values and apply it to every avenue of our lives. You really don’t want to miss this one. Take a listen below and don’t forget to subscribe!
Let’s make this a great year, folks.
Running time: 47:25
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How does the idea of love drive you? (10:50)
The 5 Love Languages by Gary Coleman really allowed me to understand my family, to reflect on their needs based on their love language.
The whole reason I wrote my book is the idea of love is really what allowed my business to come about in the way that it did; I was speaking the right love language to the right people, and was able to succeed because of that. I think most businesses do fail to speak the love language needed.
So, what is Lingo really about? Why should we read it? (14:21)
Speaking someone’s lingo means speaking to THEM; taking into account their values, worldviews, and most meaningful and unspoken emotions. Diving into the other person and really seeing them for who they are is totally essential so that they feel understood.
Speaking to someone’s needs means speaking to their deepest unspoken emotions.
There are two types of needs that a customer has when engaging with you. First, the acknowledged need. This is the main conscious force driving the interaction between a customer and a business. For example, people go to Jeffrey because they want a nice photograph of their family, for example.
However, the deeper need can explain the subconsci0us motive that drives people to want something. In this case, the deeper need is to capture a moment in time through the photograph. The person often does not even recognize their deeper needs. Understanding this within each customer allows you to interact with them in the ways that they need.
Question to keep in mind: How can I allow this person to feel completely seen, heard, and understood?
On a business level, this is so essential. Especially going into the future, it is going to be harder for organizations to ignore the deeper need of their clients. People come to businesses with an acknowledged need. But often, that acknowledged need comes from a deeper need that the individual may not even recognize.
What was your experience in building your career and finding yourself? (20:58)
My childhood foundation directly impacted the rest of my journey; it allowed me to view the world with a certain lens and have certain characteristics that I could learn from. For me and my business, it allowed me to see who I could serve best based on my skills, values, and wants.
My lower to middle class background paved the way to serve affluent individuals; this is because I needed to target a group who had the ability to think long-term because I was putting forth the message of having photographs to hand down generation to generation.
After figuring out my audience, I was distanced from my audience’s lives just based on my own life. So, I had to step into their world. This was necessary to really understand who they are, where they come from, and what they value and to allow me to best embody their experiences.
I began learning their Lingo, their lifestyle, perspectives, and worldview. This allowed me to relaunch my business based on the experiences I had within my audience’s experiences.
How do you discover who you are meant to serve? (24:20)
The people you serve love you for who you are and what you can offer, with full acceptance. This can only come from knowing yourself before anything or anyone else. Who are you? Align with the people who have similar responses to you.
When you discover who you want to serve, you place yourself within the community of which you want to be a part. And these people will be able to see you more clearly than you may see yourself. These people will become your tribe, and can act as a reflection of you, allowing you to deeper your understanding of yourself, others, and ultimately your business.
How can people connect deeply with their customers? (27:36)
First, be aware and conscious of your views of other people. There is no room for assumptions and judgments of others, yet many businesses are built upon them. This is learnable at the very least; all humans are empathetic beings.
Questions to consider include: Who are your customers interacting with? What is their experience with them?
How can we incorporate technology into this process? (31:27)
Technology has made it easier than ever before to peer into the lives of our target audience. For example, now you can look into blogs they would read, online stores they would shop, etc. However, it is important to note that in-person experience is usually the most valuable.
How has connecting deeply with your customers affected you and your business? (35:41)
It’s totally career-changing. The bar has been raised on authenticity, integrity, and vulnerability. Customers are taking note like never before on who they are doing business with. We all want to be totally understood and respected, and this necessity is only going to increase to be reflected in business into the future.
One book every person should read? (37:56)
Louder than Words– Todd Henry
Favorite Podcast? (38:16)
One movie every person should watch? (39:20)
One app everyone should download?(40:20)
Most important skill of the future? (41:35)
One thing that everybody listening should go and do today? (42:54)
- Take a walk. It helps you sort through your mind. Learn to make the most of the pauses in life.
- Write in a “What’s Going Right” journal; what is going right in your life? Reflect on it.
CONNECT WITH JEFFREY
CONNECT WITH JEFF
- Email Jeff
- @JGibbard on Twitter
- Jeff on Facebook
- Jeff on Linkedin (make sure to introduce yourself)
- Jeff on Instagram
- Jeff on Snapchat
SPECIAL THANKS TO
Ray, our Audio Engineer.
Thanks for cleaning up our voices and adding all that sexy production value.
Maria, our Intern.
Thanks for providing the show notes for today’s episode.