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The Whuffie Factor, Five Years Later – Interview with Tara Hunt

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Last week, in my Internet travels, I stumbled across a reference to Whuffie.

No, Whuffie is not a cleaning product.

The Whuffie Factor, by Tara Hunt, was published in April 2009, when we were all talking about “Web 2.0” and Captain “Sully” Sullenberger. If you didn’t pick up this seminal book five years ago, you should go grab a copy now. Its advice is still very relevant today. Among other things, Tara predicted the rise of subscription music services, content marketing, and many of the reputation-building ideas that are now canon.

Tara Hunt hasn’t relaxed over the last few years, moving from co-founding the groundbreaking Citizen Agency to her current position as Social Digital Leader at MSLGROUP, and helping her clients build relationships along the way. As a long-time participant and builder of online communities, Tara exemplifies the principles she advocates…she walks the walk. When I randomly reached out via Twitter, she was right there and ready to share her thoughts about how things have evolved over the last five years.

The Whuffie Factor

It’s been five years since you wrote The Whuffie Factor. What do you think has been the biggest business shift during that time?

Has it already been five years?! I can’t believe how much time flies. The biggest business shift during this time has been the overall adoption of social media into the marketing mix. There are very few companies that don’t do anything at all online. The issue now is that everyone is using social media tools, but very few are actually using them truly socially. I see too many examples of companies putting the same kind of content on social networks as they would have placed in traditional media. “Here are our product benefits!” “Our product is awesome!” “You should try our product!” The medium has changed, but the strategy has not.

Do you think it’s more difficult now to build Whuffie?

The bar is definitely higher now to build Whuffie, because brands are competing with their own customers for trust and attention. In the beauty space, the amateur YouTuber has hundreds of thousands (and even millions) of subscribers who hang on their every word while the huge beauty brands with their enormous budgets are still struggling to get any engagement. They try to pay for it, but it’s fleeting. Individuals understand how to build Whuffie because every relationship is important to them – especially when they are starting out – but brands are still thinking in terms of mass market. They don’t know how to invest in one relationship at a time. They are so used to buying a large number of views. They don’t realize that those individual relationships are worth so much more in the long run than a paid view. It’s a matter of valuing the wrong metric.

That being said, the bar is still set pretty low for brands and we celebrate brands that even partially understand this. So, I guess it isn’t more difficult to build Whuffie, it’s just still a foreign concept.

Is Whuffie like Fight Club (i.e., if you have Whuffie, you don’t talk about Whuffie)?

Hah! It’s more like being cool. Cool people (and brands) don’t say they are cool. They just are. If I went around bragging that I have 50,000 followers, people would wonder how valuable that audience really is.

Online communities are a hot topic right now; are you surprised it’s taken this long for everyone to wake up to the value of community?

Yes and no. I’m surprised because it has seemed obvious to me for nearly 15 years, but I’m not surprised because I’ve worked with so many clients over the years who need to see where something is going before they are willing to invest in it. The bigger the company, the more risk-averse they are to trying ‘unproven’ techniques. They have more at stake. They have to report to shareholders and employ leagues of people who count on them to grow the company. I understand that. However, I’ve seen so many examples of companies who win time and time again because they are willing to take a leap of faith. Everyone who waits to watch the results, then jumps in are shrugged off as late adopters.

When I went back to re-read The Whuffie Factor, I expected to find a lot of material that would need to be updated or tweaked because so much has changed in five years, but it’s surprisingly evergreen advice. What would you update if you were going to publish a revised edition?

You know, that is wonderful to hear! I get tweets from people all of the time that they just finished reading TWF and got so much out of it and I usually answer, “Really?” LOL. I shouldn’t be surprised, though, because core principles are core principles and that’s why I wrote it to be more of a business philosophy/strategy book than a business tactic book. If I was to publish an updated edition, I have hundreds of new examples to underscore the basic premise that brands should be focused on building Whuffie and not likes/followers. The examples I used were tiny compared to what has happened.

Would you like to shout-out any companies or brands that are “Whuffie-rich” right now? It looks like Threadless (which you highlighted in the book) has done a great job of keeping its Whuffie going.

Threadless keeps it going because being truly social is in their DNA. There are lots of new upstarts like Dollar Shave Club, Hello Flo, Uber and AirBnB that also have social in their DNA. They aren’t afraid of it. They embrace it and gain loads of Whuffie. But there are also some bigger companies that are impressing me. Chipotle has done an amazing job of building Whuffie in a crowded fast food market. Burberry, under Angela Ahrendts took all sorts of risks as a luxury brand to become more social and digital and it paid off in winning a whole new generation of buyers. There are multiple luxury brands who are winning over new generations of buyers and seeing it pay off handsomely like Chanel, Donna Karen, and Diane von Furstenberg. On the food side, Red Bull and Oreo are killing it with their focus on engaging social content. Red Bull sees themselves as a creative content shop that happens to sell an energy drink. What the Whuffie-rich examples all have in common? They focus on the customer, not on themselves.

You predicted the rise of music subscription services (monthly fee for unlimited downloads). Are you using Rdio, Spotify, Pandora, or Beats Music yourself?

Did I? Yay me! (I know that I should remember that!) I’m using multiple services: Focus@will, Rdio, Spotify, and more. Plus, it’s moved into video. We watch everything via streamed service and haven’t had cable in eons. And for magazines, I’m using NextIssue.

I see you’re writing a report about Furry Influencers. Can pets have Whuffie?

Hahaha….yes. It seems from my research, they can have a WHOLE LOT OF WHUFFIE. It’s serious business now. These Furry Influencers are signing six-figure deals and hitting more red carpets than some of the traditional human celebrities. There is all sorts of amazing psychology behind this, but in many ways this breaks the authenticity rule. We all understand that it isn’t L’il Bub or Boo the Pomeranian who is behind the keyboard or camera phone, but we listen to them anyway. We are reeled in because we love the content (adorable animals satisfy our dopamine addiction), then we find out about pet brands from them. I subscribed to BarkBox because of Manny the Frenchie’s Instagramming his monthly box. There is actually research that cuteness can make us more indulgent. This is dangerous!

If you’d like to connect with Tara, you can find her at http://tarahunt.com or as @missrogue on Twitter.

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Reclaiming Her Voice: Liz Strauss on Overcoming Cancer and the Future of SOBCon

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By Angel Djambazov

A year ago, I had the privilege of speaking with Liz Strauss as she began her cancer treatment journey.

We wanted to update you on the challenges, triumphs, and surprises she’s encountered over the last year and to let you know how much she appreciates all the support she’s received.

Liz told me she felt like she had been through a crucible with the treatment. Unexpected health and personal complications made the journey even tougher than she imagined. But with the help of family, friends, and the SOBCon community, Liz has emerged cancer free, energized, and literally giddy with enthusiasm for SOBCon 2014. Here’s our interview.

On behalf of the SOBCon community, welcome back Liz. How are you feeling?

I’m at 95%. I expect to be at 100% very soon. The cancer is gone, I’m feeling more like my pre-cancer self, and I’m excited about the things I’m working on.

Where are you in your recovery?

Every four months, I get a PET scan and a CT scan, and they continue to show no signs of cancer. Luckily for me, the doctors at the University of Chicago have an eighty-five percent success rate with larynx cancer. Funny enough the doctors at Cedars Sinai, where the movie stars go, told me I’d have to lose my larynx completely and start with some mechanical way of talking. Thankfully we didn’t opt to go the route of surgery.

You’ve described the treatment to me, and the subsequent events that followed, as a crucible, why do you use that word?

It was way more difficult than I expected.

Beyond the issues normally associated with cancer treatment, I also suffered a fall that broke both my shoulder and my hip. My recovery from both the breaks and the cancer took longer because one exacerbated the other.

After six weeks of chemotherapy, I lost my hair in January then I broke my shoulder and my hip during the second week of radiation treatments. Radiation lasted every other week, ten times for a week, then a break week. Because of my injuries, I couldn’t come home, both because I physically couldn’t care for myself and because my husband also ended up in the hospital at the same time.

For several months during the radiation treatments, I couldn’t even talk on the phone because my voice wasn’t strong enough. My best friend came and took my phone calls for me.

Even after I completed radiation, a severe infection developed and lasted from March to November. I didn’t really feel my energy come back until the first week of December.

After all that, I now have the pleasure of talking to people on the phone or in person they tell me, “I don’t think I’ve ever heard your voice this strong,” or “Gosh, it’s so nice I don’t have to lean forward to hear what you’re saying.””

What impact did the treatment have on you emotionally?

Emotionally, it was rough. I’m great if people manage my expectations but I had no point of reference for this experience. There are things the doctors couldn’t cure. When my mouth was covered with sores inside it from the therapy, I expected them to fix it, because that’s what doctors do, but there wasn’t a fix.

I was naive enough to think that on the day that radiation was done I would start getting better. I didn’t realize that radiation is a lot like a microwave; it keeps cooking you for another month after the treatment. Even though it was awesome to attend SOBCon last May, I was embarrassed by how weak I felt and sounded.

I never really expected or thought I’d die from this. I find it curious now, but it never crossed my mind that I might die. I did experience extreme fear. At one point, I’d spent so many days in the hospital, I cried and begged when I had to go back in. I suppose that was because I had to give up so much of my freedom.

I also found out some things about myself. I know a lot of people who think I’m really, really kind but under that pressure, I found out what a bitch I can be. I worked to my own detriment. I don’t ever want to live that again. I’m nicer now, let’s put it that way.

It’s hard to give up your independence. How did you handle going from being so independent to being dependent on others?

I have an inherent personality trait, no matter how unrealistic it is, that I somehow believe when I get up tomorrow I can fix a problem. Giving up that independence to others was part of the process. Just say, “Hey, I can’t do this.” Terry, Carol, Britt, Eric, so many people worked to put together last year’s SOBCon so I could focus on recovery.

Of course, I felt that all I was doing was sitting and being miserable. But if I had to try to take care of all the business and life that needed to be managed, it wouldn’t have been possible. Thankfully, there were a lot of people around me who wouldn’t let me fail.

My lifelong friend, Nancy, was amazing. She lives about 100 miles away, but she drove in to take me to every appointment. She would argue for the hospital when I felt so bad that I was fiercely angry at about what I’d lost. And at those times, I was deeply worried that I’d harm our relationship, but she hung there and kept telling me not to give it a thought. Nancy even moved in with my son and me for several months because it was easier than driving back and forth from her home. She pushed me around in a wheelchair just as much as anybody in that hospital. She was a godsend.

My stylist, J-D, was the best too. He’s one of the top stylist in Chicago. He’d only cut my hair once before I got sick. We knew each other online but not in person. But as soon as he found out about the cancer, he just sort of adopted me. First he made sure I had more wigs than I needed. He cut and styled the wigs so expertly that they looked natural hair; taking care so they looked good on me. He was a master at checking in once every week or two to see if I felt like going to a movie or to lunch just so I’d get aired out. You can’t pay for friendships like that.

In what ways did handing over your independence to others impact your outlook?

It was an amazing experience to have to hand things over to others and realize how unimportant I was to the bigger scheme of things. It’s redefined my sense of what quality is. It has gotten me out of my head and more into the heads and hearts of the people that I do all this for.

As a result, I’m listening more to that core community, [who are like] the fans who would drive fifty miles to see your rock band play, because they are the ones who will always be with you. It was that core SOBCon family that challenged me after the treatment. Asking the hard questions and holding my feet to the fire. People like Becky McCray to Mark Carter to Jane Boyd, all asking questions like, “Are you well enough to even do the event in 2014?” Then, when I insisted I was, saying,  “You’re going to have to prove it to us that this is the smartest thing for you to be doing right now, after what you’ve just been through physically, psychologically, emotionally, and economically that a SOBCon event is the right thing for you to do.” Of course, I just told them all just to be quiet (laughs). But those questions were worth their weight in gold.

I’m having more fun now. I’m back to where every day is a good day in my mind and I’m enjoying the creative part of things. I think there has been an attitude shift. It’ll probably take me a year to figure out what it is. I am certainly more focused on tasks than I’ve ever been in the past, and decidedly so. For me, it’s back to where it was in the days of the early event, you know the, “Get out of my way because this is going to be happening whatever it takes.”

As you started to get stronger how did it feel to step back into the swing of things?

Oddly, I was sort of afraid to get back in the swing of things again, which is an unfamiliar experience. If I could describe the best vacation ever, I would go sit on a beach and watch the ocean until I got bored and then I’d be ready to go back to work. I don’t think it would take very long. But by going back to work you are giving up the luxury of time. It has been my experience in the past that once you decide to step back into this there was nothing to be afraid of or worried about.

The fundraiser the community put together helped so much because it was something to hold onto. It meant I didn’t have to worry about the complete loss of income. For a few short months, I could just focus on getting better. I also didn’t want to worry about my son having to take care of us.

As nice as it was to have Eric there, it’s not nice to think about the interruption this is in his life. At his age, I was doing a lot of the same things for my mother so I was kind of reliving it from both points of view, except he had it more complicated because there was only one week that my dad was in the hospital while my mom was sick.

Now that I am back everyone is saying, “Hey, it’s great to see you!” so that doesn’t hurt either. It is affirming, especially online where I don’t have to get self-conscious about it.

What are you looking forward to most in 2014?

Wow, I have high expectations for 2014 because it has to be good enough to cover two years! I am actually looking forward to putting on my high heel shoes again, once my physical therapist says my hip is fixed. I’m looking forward to spring. I’m looking forward to watching and taking pictures of the sunrise every morning again; it’s a most wonderful way to start the day. I’m looking forward to going out to eat and enjoy what I’m eating and to be hungry again.

What direction is SOBCon heading?

For a conference to survive, it must evolve. With every evolution of SOBCon, we’ve tried to distill our message. When we held the first event, it was because 125 people who knew each other very well online decided that they wanted to meet in person, and you can’t replicate that. We called that first event the “Relationship Bloggers Conferencing Network Event.” A bit wordy, but pretty clear who it was for and what you’d get out of it.

For our next evolution, we decided to take a more business focus because there were so many people building up blogs and then saying, “I want to make money,” which was kind of backwards. As a result, the idea came that we should link all the content to an actionable plan to build a revenue stream, except for the financials, because you couldn’t fit those into a day and a half, and so we called it “BizSchool for Bloggers.””

When I think our focus got murky was when we decided to take the word “blogger”out of our tagline, to keep the online to offline relationship, so we called it, “Where the Virtual Meets the Concrete.” But I think looking back it wasn’t easy to define and I don’t think that anybody actually got the message we were intending to deliver with a tag line. So as a result of our history as a “Blogger conference” the event got named a social media event when in fact it’s always been a business event that is meant to serve the people who were from the blogging and social media communities.

While planning for this year, I was caught saying it was an event for online businesses. It was pointed out to me that so many who attend run face-to-face businesses. Carol Roth runs a face-to-face business. Les McKeown runs a face-to-face business. Tim Sanders, Steve Farber, and all of these people who are part of the SOBCon community are all in a face-to-face business. It made me pause and, with the help of my friends, rethink what we are trying to do, what our focus is. For me that process was truly reinvigorating!

It’s why I’m excited to introduce you to the SOBCon Leverage. Why leverage? Because you need two things to be successful in business: 1) Strong and deep connective relationships, and 2) actionable plans and ideas. That is what SOBCon provides for anyone who attends. Leverage to build your business or brand. Leverage to help keep your business or brand growing towards its goals. Because you need leverage to succeed whether you’re in a corporation or on a team of one.

There are dozens of folks who will testify, myself included, to what a transcending experience SOBCon can be. Will focusing on Leverage change SOBCon?

Well, no, that part of SOBCon is not going to change. We’ve got that right. During our process of selecting presenters, I’m always focused on being sure they understand the ethic of the event. The SOBCon rule about presenters is, somebody has to present the content, and certainly that person should be someone that people want to see, but just because you present the content doesn’t mean that you’re smarter than anyone else in the room. SOBCon is not the kind of event where your ego can enter the room before you do. Those egos are not welcome.

I love how Lisa Horner describes it. “You immediately walk into a room and you feel this sense of community. It’s a good feeling that you belong to. But then they put on these brilliant speakers with brilliant ideas and, because you’ve been opened up to this sense of trust, you experience learning in a whole new way.””

Or as Mark Carter said the other day,  “After you reach a certain point in your industry you don’t go to events to go to the sessions. You go to the event to network with people. But when there’s thousands of people at a show, you have to negotiate through them to even find that one influencer/that one person you want to meet.” My response to that is, why not just go to the room with 144 people you want to meet? At SOBcon we bring them to you.

It’s that high-trust environment that makes the magic in the room happen. It’s something that I guard, protect, and work very hard to cultivate at the very beginning of every event to insure that all the right pieces are in place so that the magic happens again. After 10 events, I’ve become a pretty good magician.

Hearing you talk about SOBCon you sound vibrant and giddy. It is good to hear you that way.

I’m just looking forward to putting SOBCon together this year that I can’t get over it! When I say it’s the best year, I’m sure of it! You know the chemo-brain thing has gone away, and the fog from the treatment has lifted. I’m beginning to take my brain out and play. For me SOBCon is the ultimate expression of that. Both because of what I get to do to build it, but because of what everybody gets to experience it when they come. Few things are more powerful then when 144 people take out their brains to play and to actually get work done.

_____________________________

You can find your own SOBCon Leverage by purchasing tickets here: SOBCon Leverage, Chicago 2014 takes place June 27-29, 2014 at the Summit Executive Center. Will you be in the room?

Author’s Bio:Born in Bulgaria, Angel Djambazov has spent his professional career in the fields of journalism and online marketing. His career path led to online marketing where while working at OnlineShoes he earned the Affiliate Manager of the Year (2006) award at the Affiliate Summit, and In-house Manager of the Year (2006) award by ABestWeb.In 2007 Angel started Custom Tailored Marketing and became the OPM for Jones Soda for which he won his second Affiliate Manger of the Year (2009) award at Affiliate Summit. Angel also was the lead evanglist for PopShops.com which was awarded Best Affiliate Tool (2007 & 2008) award by ABestWeb. In 2010 he won his third Pinnacle Award from Affiliate Summit for Affiliate Marketing Advocate of the Year.

Do You Know How to Hire Talent?

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While many small businesses have found themselves having to freeze new-hires or even let people go given the turbulent economy, others have been fortunate enough to bring on new employees.

Stop, however, and look at your hiring processes. Are they really where they need to be?

For too many companies, there are cracks in the armor when it comes to hiring the right employees.

As a small business owner, do you follow a formal process when it comes to bringing on new talent or have you been winging it for some time now?

In the event it is the latter, here are some tips to help smooth out the process:

  • What is the proposed duration of this employee? – Businesses need to decide if they will be seeking a long-term employee or just need a temporary fix. If hiring for the long-term, factor in things like higher salaries and benefits. If you just need workers for a few weeks or months, working through a temp agency is oftentimes the best solution. Temp agencies allow you to avoid the interview and hiring process, but keep in mind that that can sometimes be a bad thing;
  • How many interviews should I do with the same individual? – For many companies, the interview process is one and done, while others who like a candidate will bring them in for two or more interviews. Determine how important the position being advertised for is and go from there. That is not to say that you should not care about the quality work of an administrative assistant as opposed to a CEO, but obviously the CEO is going to be coming in with more credentials and expectations;
  • How much emphasis should I put towards gaps on a resume? – For some businesses looking to hire, seeing non-working gaps on someone’s resume signal red flags. While some of these breaks between jobs can be easily explained away, do not hesitate to ask candidates why they have a year or more between jobs. Whether it was a layoff, a break to go back to school, taking care of a loved one or raising a family, most employers will understand. Still, don’t leave this to fate if you’re wondering why someone has not worked for several years;
  • Can you spot a red flag? – Oftentimes an interview will come and go so quickly that you or your HR person or whoever was conducting the process misses something. Be sure to check out if the candidate appears confident, has good communication skills and seems energetic about the position. Body language can go a long way in determining if you may be hiring the right or wrong individual;
  • Quiz the individual about your company – While a candidate is not likely to know every intricate detail about your small business, they should know some of the basics by having done some research. Do you really want someone potentially working for your company that doesn’t know anything about you other than your company name and address? Job candidates should take the time prior to the interview to research the company’s Web site and see how they can best assist you in the proposed position;
  • Be prepared just like the candidate hopefully is – There is nothing more embarrassing for the company and the employee conducting the job interview than not being prepared. Just as you want the candidate to bring their ‘A’ game; you too need to be ready. Have a list of questions compiled regarding the candidate, how they see themselves helping the company, where they see themselves in a few years etc. Just as an ill-prepared candidate can lose out on a job possibility, you being unprepared for the interview can lead to a well-qualified prospective candidate taking a pass on your job offer.

Hiring the right people for your small business is in a way like finding the right seats on the bus for all the students.

In this case, you are looking to hire the best fit for the open position, something that too many companies are not very talented at.

Dave Thomas, who covers among other items starting a small business and business proposals, writes extensively for Business.com, an online resource destination for businesses of all sizes to research, find, and compare the products and services they need to run their businesses.

GenConnect’s Laurel House and Liz Strauss Talk Owning It

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Who Gets You Where You’re Going

cooltext443809437_relationships

In a lovely conversation with GenConnect’s Laurel House at BlogHer in August, we explored the questions:

  • How do you choose the people to be your team?
  • How do you move from behind the screen to behind the microphone?
  • What does it mean to “own it”?

Take a look …

How do you recognize the people who won’t let you fail?

Check out GenConnect – the place to connect with life’s experts.
You’ll find Laurel on Twitter as @QuickieChick

Be irresistible.
–ME “Liz” Strauss
Work with Liz on your business!!

Social Media Grill by the Stroutmeister

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Where Were You on July 24, 2005?

The Living Web

If you want to get to the intent and motives of the suspect, Aaron Strout, CMO of Powered, Inc, is the guy. CITIZEN MARTKETER 2.1’s 45 in 45 –45 Expert Interviews in the 45 days leading up to SxSW — is grilling 2 score and 5 more social media practitioners on the art of the social web.

It was my turn in the hot seat today. Click through to read what happened.

Perhaps the lights in my eyes were brighter?

–ME “Liz” Strauss
Work with Liz!!

Like the Blog? Buy my eBook!

A Weekend Retreat with a Social Media Dream Team!

Register for SOBCon09 Now!!

Connecting with Customers: The Mack Collier Second Encore

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A SERIES in the quest to know more about the offline world

Part 4 in (what is now) a 4-Part Interview with Mack Collier

Monday, Mack Collier was back by popular demand to continued the our conversation with about connecting with new customers. This is the second part of that encore.

What’s in the beginner’s tool kit?

In line with the above, I think companies need to start with basic search tools, Google Blog Search, Technorati, Twitter Search. Add in a feed reader like Bloglines so they can subscribe to what we call the ‘vanity searches’. Then they can also monitor what’s happening in their industry, and what their competitors are up to as far as using social media.

What’s a realistic timeline for a client to expect results that they can feel good about?

I tell clients that if they start blogging, that they need to approach it as having no expiration date. Meaning that once you start, you do it from now on. But for most businesses that start blogging, it will be several months before they can see solid results that they can be excited about. Readership will slowly grow, and there’s a lot of time that needs to be spent interacting with current and potential customers on other sites. At first, it may seem like ‘ok is all this leading anywhere?’, but as interactions and communication with customers increases, companies can usually begin to realize that there’s ‘something’ here.


What form would those results take?

I think when companies start to see people being more active on their blog, starting to leave comments, email them. When they see that more communication is taking place, then the value starts to become apparent. When they see that other bloggers are linking to their blog, or when they see bloggers starting to post about them on their blog.

When traditional marketing has been so focused on a polished message presented systematically in a controlled campaign, how can communicators start to talk naturally but still present a clear message?

See I don’t think it’s about presenting a ‘clear’ message as much as it is a ‘human’ one. And don’t think of it as ‘presenting a message’, that sounds like broadcasting. Think of how you can participate in existing conversations around your business, and help shape future ones. A ‘polished message’ comes across to most of us as ‘advertising’, and we tend to tune that out. A ‘human’ message spoken in a voice like our own, is what resonates.

Wow, Mack! Thanks for doing double duty. You’ve moved the quest of connecting with offline customers forward. AND it’s been a pleasure having you around!

–ME “Liz” Strauss
Work with Liz!!