1:01

My guest today , Antiba D'Souza

1:03

. Antiba is a content

1:06

superman With decades of running

1:08

an exclusive agency , combining

1:10

with hardcore technical skills

1:13

. He's talking code , people

1:15

, real code . It made him

1:17

one of the few people with skills and insights to

1:19

marry emerging software and Google's

1:21

algorithm With an intuitive feel from the culture of every social media platform

1:24

. People with skills and insights to marry emerging software and Google's algorithm With

1:29

an intuitive feel from the culture of every social media platform . His clients

1:31

call him the SEO super sleuth , the business ninja , the

1:33

build your team guru and

1:35

the super connector . He

1:38

is killing search engine optimization

1:40

before the term was even invented

1:42

. He is killing search engine optimization before the term was even invented , ranking

1:44

regional and national brands in the US on

1:46

page one of Google for over 15

1:49

years . His content strategies

1:51

are not just bells and whistles . His

1:59

vision is inspiring and his voice is thunderous in the B2B CEO space . Kasim Asalam

2:01

, owner of the number one way to Google ad

2:03

agency in the US , was blown away

2:06

by his tech-backed , ingenious process

2:08

. No one else is doing

2:10

this . You got stuff people need to hear

2:12

. He told him we welcome him

2:14

to the podcast . Well

2:18

, so good to have you , Andy . How are you doing today , my friend

2:20

, I am great . How are you

2:22

? I can't complain about one

2:24

single thing . It is great to be on a podcast

2:26

with you and talk about video

2:28

and SEOs and all those

2:30

things that most of us have no idea what they are

2:32

. So

2:35

looking forward to having an in-depth

2:37

conversation with you .

2:39

Fantastic . Well , I'm looking forward to it too

2:41

. So let's jump in . Let's have some fun with

2:43

you , fantastic .

2:44

Well , I'm looking forward to it too . So let's jump in . Let's have some

2:46

fun . Let's have some fun , all right . Now I'd like to start

2:48

with this question . Give me the best piece of advice you've

2:50

ever received .

2:50

You know , the best piece of advice I ever received happened

2:53

when I had to

2:55

have been about 17 , 16

2:57

, 17 years old , 17 . And

3:00

I was walking on the streets

3:02

of DC with my now wife we

3:04

were not married then and

3:06

there was a homeless guy and

3:10

that homeless guy . I

3:12

don't know how we ended up in conversation , but

3:14

that homeless guy taught me that

3:16

day the value of

3:19

people around you , despite

3:21

what they look like .

3:22

Wow Okay .

3:24

Right , because he dropped some knowledge on

3:26

us that day about respecting people

3:28

. That really rocked

3:31

me at that point , because I would have just normally walked by

3:33

a random homeless guy .

3:37

You typically do that right .

3:38

Yeah , typically , but

3:42

yeah , it taught me about the value that everyone has

3:44

. It

3:47

reminds me of a story .

3:49

It reminds me of a story of there was

3:51

a guy who was going around congregate churches

3:53

as a homeless person and

3:55

he would sit in the church and see who would talk to him

3:57

and who would reject him , and the

3:59

guy actually was a millionaire . I think is what it was

4:01

reject him and the guy actually was

4:03

a millionaire I think that's what it was . And he said it was interesting to see how people treated

4:06

him when they thought he was just a homeless guy compared

4:08

to anybody that's just walking

4:10

off the street . So I thought it was interesting . Ever since

4:12

I heard this story , I've always thought about people , like you

4:14

said , a little bit differently , because you just

4:16

don't know who you're entertaining

4:18

as you're sitting there talking to people .

4:21

Absolutely , and it goes the other way too is

4:24

understanding that people have that bias right

4:26

. And

4:32

look , we can sit here and talk race , religion , all sorts of

4:34

biases right . But the fact of

4:36

the matter is we judge each other by the cover

4:38

, doesn't matter what all the other

4:41

stuff is right by

4:45

the cover , doesn't matter what all the other stuff is Right . And

4:47

so if you know you're walking into a place where you need to receive something

4:49

, you need to be taken seriously

4:51

. Sometimes it's important to

4:54

consider what is it that I look

4:56

like walking in here ? How

4:58

do I present myself Now ? At the same time

5:00

, I'm not saying that we , any of

5:02

us , should cowtail to society

5:04

and just become what

5:07

society wants us to be Right

5:09

, Like you have to still know where you are . Like for

5:11

me , I don't care where I go , I'm always

5:13

in the hat Right

5:16

, and that's not changing

5:18

. And you know like , sometimes I

5:20

go to restaurants and I'm like , sir , please take your hat off

5:22

. You

5:25

know like sometimes I go to restaurants and like sir , please take your hat

5:27

off . You know , and I want to respect your restaurant while I'm there , and

5:29

you asked me that , but I'm never coming back Right , because

5:31

you're not going to respect me for me and that's okay

5:34

.

5:34

Yeah , the thing about that part of it

5:36

, yeah , I'm

5:39

curious . As we talk , I love to get

5:42

to know a little bit about people who have served

5:44

to inspire you in your life . Is there

5:46

somebody you want to kind of give a shout out to , a thank

5:49

you , because they've meant so much to you

5:51

?

5:51

Yeah , yeah , so

5:53

my very first mentor , ed

5:55

McIntosh , who's

5:57

no longer with us , died a

6:00

couple of decades ago actually longer

6:05

with us , that a couple of decades ago actually . But I remember my first day of high school

6:07

and you know you , you do in the summertime , high school orientation

6:10

, a couple of days before school , when you're a freshman , and

6:13

they give you a schedule that you have to follow

6:16

and at the lunch

6:18

part of the schedule , I was scheduled

6:20

to meet with someone named

6:23

Ed McIntosh who was a teacher , and

6:25

I was not happy about that because lunch

6:27

is free time and

6:30

I don't need a mentor , is

6:33

what my naive 14-year-old

6:35

brain thought . But

6:40

Ed McIntosh became so

6:43

much to me in terms of a

6:46

guide , in terms of

6:48

an example , in terms

6:50

of a man , in

6:53

terms of a leader , in terms of a follower

6:55

, and I learned

6:57

an awful , awful , awful lot from him , and

7:00

it's not just me awful , awful , awful lot from him , and

7:02

it's not just me . You

7:04

know , he's left a legacy and there's a whole group of us who are now all grown

7:07

men who trace back a

7:09

lot of where what

7:11

binds us to Ed McIntosh

7:13

.

7:14

That's so neat . That's a neat story that he had

7:16

that kind of impact on your life and so many other lives

7:18

.

7:19

Mm-hmm , yeah , yeah

7:22

, I mean , it's a

7:24

long list of us .

7:27

Yeah , what made him special ?

7:31

You know , I think the thing that made Ed McIntosh special

7:33

was it was never about him . And

7:37

here's somebody who he was

7:39

a teacher in a high school teaching science

7:41

, who left a

7:43

world where he owned one

7:46

of the first black radio no art

7:48

galleries in this country . He

7:50

owned one of the first black art galleries in

7:53

this country . Okay

7:56

, and so you're talking about somebody who

7:58

has stature in a

8:00

community and left that

8:02

stature and left all of that to teach

8:05

and left it

8:07

to teach to be able to pull

8:09

guys like me aside and

8:12

set us straight . And

8:14

it was never about him . Every

8:18

interaction you knew you had with him was

8:20

even when he was hard on you , even when

8:23

, when it was stuff you didn't , you knew

8:25

it was because he wanted you and

8:27

he saw greater in you

8:29

and he was trying to help you get there and

8:32

he was focused on that . And I think that's the

8:34

thing that , when it all was

8:36

said and done , that we all really appreciated

8:38

and respected Because

8:40

we knew we had somebody in him who

8:42

truly , truly loved us , for us and

8:44

where we were going , not where he wanted

8:46

us to go , what he wanted us to do .

8:50

I love that . It kind of goes back to what we started talking about

8:52

before we actually got on . The podcast is like all of

8:54

us have in the side of us , like you

8:56

said , a kind of a superpower , and it's like he

8:59

saw that everybody had

9:01

value , Everybody had something

9:03

inside him that was unique and special and

9:06

didn't want sounds like from

9:08

just listening to you didn't want to see

9:10

people , especially like young

9:12

men , not take

9:14

advantage of that something special

9:16

inside of them .

9:18

Yes , yes , yes , yes . And

9:20

you know it's

9:24

funny looking back on it now because we

9:26

didn't realize it going through it , that that's what he was

9:28

doing , right , right .

9:43

And you know we didn't realize it going through it , that he had a different relationship

9:45

with every single one of us , because every single one of us needed something

9:47

different in order to become who we needed to be .

9:48

Yeah that's unique , that's special .

9:59

Yeah , yeah , yeah . Got CEO before CEO

10:01

was popular , so tell us how

10:04

you started on this journey ahead

10:06

of other people who had maybe tapped

10:08

into that yet .

10:10

Yeah , no , absolutely so . In 1996

10:12

, myself and two friends started

10:15

a company and we were working in computers

10:18

. So it was called a computer consulting firm because in 1996

10:20

, that's what it was called , right , that's what it was called a computer consulting

10:22

firm because in 1996 , that's what it was called , right , that's

10:24

what it was . We were doing everything from laying

10:27

cables to writing programs

10:29

to building websites . And

10:32

because we were a computer consulting firm

10:34

and we were fixing printers and all sorts of stuff and

10:37

half the time we didn't even know what we were , you

10:39

know people would call we would do work . We were like we got

10:41

to figure it out . Know

10:43

what we were ? You know people call we would do work . We're like we got to figure it out . Um

10:45

, and so we were online on the web in 1996 searching

10:47

for stuff , trying to find websites , and

10:51

it was a . It was a chore , but we had a

10:53

ton and we had a ton of bookmarks , and

10:55

bookmarks in 2024 suck

10:58

in web browsers . They were way

11:00

worse in 1996 . So

11:03

we just had this mass of stuff and

11:06

we got to a place where it was like , okay

11:08

, we can't keep up with

11:10

all of our bookmarks and

11:15

what they all do and what information was on all

11:17

of them . And so we said , well , what if we could

11:19

figure out a way that we could search

11:22

them , and

11:24

so we could just type in a search and

11:26

find an answer and

11:29

know which websites to go to . And so that

11:31

was our very first search engine and we had it online

11:33

. Actually , we were online before

11:35

Google . That's

11:39

my big claim to fame

11:42

in life . We

11:48

ended up making $2,500 off of our search

11:50

engine . I would say we missed the mark by a little bit

11:54

, by a little bit , but $2,500

11:57

in 1996 , we thought we had done

11:59

something .

11:59

Right .

12:02

You know , we were kids , we were kids

12:04

, we were on top of the world .

12:06

Right .

12:08

Right , but obviously you

12:10

know it's one of those things where it's okay

12:12

. So we kind of missed that boat . But missing

12:14

that boat put us in a place where what

12:17

we understood was

12:19

how the search engine worked from the inside out

12:21

. Okay

12:24

, within the next couple of years my two business partners left

12:26

and it was just me running the company and

12:30

I ended up taking the company into the

12:32

public sector and building systems for the government

12:35

. We built systems for

12:37

almost every government agency , every

12:39

three-letter government agency out there , and

12:42

we built search systems for all of them .

12:45

Wow .

12:47

And so , from

12:49

small to large , up to $10 million search

12:51

systems we've built , and so

12:53

that was kind of the genesis of

12:55

it all there , because we understood people

12:57

are searching , we've got the data . How

13:00

do we give them the data that they

13:02

want and make sure it's relevant ? Guess what y'all

13:04

that's called SEO . That's

13:06

what SEO is all about , right , it's

13:09

making sure your stuff shows up . I

13:12

left the public

13:15

sector around 2005 and

13:18

then came back private and

13:20

businesses were having a hard time ranking in Google

13:22

because Google was having a hard time with his algorithm

13:24

and needed to make changes . Anybody

13:27

who knows the history 2005 to 2007

13:29

, google made some major changes . I

13:31

put a stake in the ground and said , well

13:33

, I know exactly what they need to do to fix this

13:35

Now , granted , they're doing it on a much

13:38

bigger scale , but I

13:40

understood theoretically what they needed to do to

13:42

fix it internally in

13:44

order to get better results . And so I said , well

13:47

, if that's what they're going to do , then I'm going to bet that

13:49

if we create content for our clients that

13:52

told stories and took

13:54

advantage of the way the algorithm thought , we

13:57

can get them to rank on page one of

13:59

Google . And so , yeah , we created that

14:01

specification and it worked , and it worked beautifully

14:03

, and we've ranked thousands

14:05

upon thousands , upon tens of thousands

14:08

of pages on page one of Google

14:10

at this point . And then

14:12

, in 2020 , we switched from written to

14:14

video , and now we do 100%

14:16

video Wow .

14:18

So , as a content creator , seo

14:21

has always been kind of one of those things that is really

14:24

hard to wrap your mind around . So give

14:26

us some advice . If you are a content creator

14:28

, what are you ? Some key things , or

14:31

even , because I always get these things about , here

14:33

is a free SEO search

14:35

engine Get our subscription

14:37

and we'll get you ranked on Google

14:39

, and it just seems like that . Just seems like that's not

14:42

really the best use of your dollars

14:44

, or even advice , so

14:46

tell us behind the scenes , Waste it . That's what

14:49

I figured .

14:50

Absolute waste of your time . If

14:52

you want to spend money that way , I

14:54

will give you my cash app . You can send

14:57

it to me instead . Okay , no

15:01

, but seriously , it is a waste of your time , and

15:03

here's why . And so this is the fundamental truth

15:05

, and so this is what we realized back in 2005

15:07

, 2006 , and the spec that I built

15:10

way back then , and it is still

15:12

100% valid today , because

15:15

this is the fundamental

15:17

understanding of what

15:19

Google is attempting to accomplish

15:22

. Okay , so let's

15:24

not talk about SEO for a moment , because SEO

15:26

is a bit of a nebulous topic , but

15:28

instead let's talk about the fact that what you

15:30

want to do is get eyeballs on

15:33

your website , on your thing . Whatever

15:35

it is that you have out there , you want people looking

15:37

at it right . And you want

15:39

people who are looking at it , who want to buy

15:41

it . That's , ultimately , what we all

15:43

want , right , right

15:46

, and that's called traffic

15:48

. So what we're going to talk about is traffic

15:50

. How do we generate

15:52

traffic ? Okay

15:55

, the three keys . Three

15:57

keys to generating traffic . The first

15:59

one the first

16:01

one is being obsessed with

16:03

your customer . Understanding

16:06

your customer better than they understand

16:08

themselves , understanding what motivates them

16:10

, what pain points they have , what

16:13

brings them joy . Really

16:16

and truly understanding

16:18

your customer is the start , because

16:20

if you don't understand your customer , you can't get

16:23

to step two , which is a content strategy

16:25

, which then tells you how to communicate

16:27

to your customer and what to

16:30

communicate to your customer . So

16:33

many of us want to jump in and just start talking and sharing

16:35

, and you're just creating noise

16:37

. You're creating noise

16:39

that nobody wants to listen to , not even your mama

16:42

, okay

16:48

, and what you want to do is start with understanding who your customer is and what they

16:50

want to know . That's all that matters . In order to sell your thing

16:53

, you have to tell your customers

16:55

what they want to know . It

16:57

doesn't matter what you

16:59

care about . If

17:01

they don't care about it , it doesn't matter

17:04

, right ? So , first

17:06

key to traffic obsession with your customers

17:09

. Second key to traffic a content

17:11

strategy . The bridge

17:13

between those two is

17:16

the pain points that your customers are

17:18

in . Once

17:21

you understand who they are and you understand

17:23

their pains , their pains fuel

17:26

your content

17:28

strategy . You talk about what hurts

17:31

them Because

17:33

ultimately people

18:30

only move to get out of pain

18:32

. Ultimately

18:36

, it does

18:38

make sense . But people like to argue too and say oh

18:40

well , what about love ? People

18:42

move for love . No , you don't , because when you fall in

18:44

love , what do you do ? You sit on the couch and watch Netflix

18:46

all day . You don't get up . You don't get up until you

18:48

get real hungry . Why did you get it ? Because you got

18:50

hungry , because you had a pain in your gut .

18:53

Right .

18:55

We move on . Pain . That's

18:57

why pain links your

18:59

obsession with your content strategy

19:01

. And then the third piece

19:03

get this . The third piece

19:05

of generating traffic is SEO . But

19:09

SEO doesn't matter if

19:12

you don't do the first two . And

19:14

if you master the first two , seo

19:16

happens naturally . Get

19:20

that . That's

19:23

why those guys didn't

19:25

it , it does . Right

19:29

, but that's why those guys were telling you hey

19:31

, $2.95 and we'll do your SEO $6.95

19:34

. No , If they're not starting with

19:36

understanding an obsession of your customer

19:38

and creating content strategy , they're

19:42

wasting your time Absolutely . Just send

19:44

the cash out .

19:46

I'll send you to my cash

19:48

and just send me the money . Well

19:51

, either one of us the money , if you want to do that .

19:53

Well , the only thing I'll tell you about sending me the money versus

19:55

sending Keith the money is if you send me the money , I

19:57

guarantee I'm going to get a plane ticket , I'm going to come

19:59

to you and we're going to go to dinner . Ok

20:02

, so you don't get some of it back Now

20:04

. He might take the money and run

20:06

.

20:10

I don't know

20:12

.

20:14

Well , there's a Marvel movie somewhere around , come on

20:17

now .

20:18

But what you just said really makes a lot of sense . I

20:28

think you know as a content creator it is hard , because you do get trapped in that idea

20:30

of you want people to listen to your content , you put a lot of time and effort into it

20:32

and you fall for those traps of people saying , hey

20:35

, I can make you , I can

20:37

get you 100,000 likes . I always ask the question

20:39

like have you even heard the podcast ? Why

20:41

would you give me a hundred thousand likes if you haven't heard the podcast

20:44

? Do you know if it's any good or not , before

20:47

you start to sit there and try and tell me you

20:49

can get me a hundred thousand downloads ? I

20:51

don't know that if you don't know the content . So

20:54

I , even intuitively , you kind of

20:56

go . That just doesn't make sense . If

20:58

you don't know what you're selling , how

21:00

can you sell it ?

21:02

Yeah , yeah . And

21:04

that's the fundamental problem with

21:06

, sadly , a lot of agencies that

21:08

are out there that don't

21:10

actually understand principles . They understand tactics

21:13

, right , and they

21:15

aren't based in principles . And

21:17

the other side of that is , once you get stuck in tactics

21:20

, you also get stuck in vanity metrics . Now

21:24

, what am I talking about ? Likes

21:26

, shares , comments , those are all vanity

21:28

metrics , y'all Right , because

21:32

let me be real with you and people say , oh , but

21:34

comments aren't a vanity metric . Yeah , I'm going to tell

21:36

you why it's a vanity metric . When was the

21:38

last time the mortgage company called

21:40

and said , oh , you don't got it

21:42

this month , just send me it in

21:44

comments . You

21:47

can't pay your mortgage in comments . They

21:51

make you feel good , though , set

22:00

off all kinds of tingling inside of you . I get that , but that tingling inside of you don't mean jack

22:02

if it's not converting . That tingling inside of you

22:04

doesn't mean jack if it's the wrong people . Okay

22:08

, it's about making sure you

22:10

get the right eyeballs on your stuff . I

22:12

don't care if it's 10 people . If you

22:14

got 10 eyeballs and four sales , great

22:18

, absolutely

22:22

wonderful . It's about getting the right eyeballs

22:25

on your thing .

22:28

Right Not

22:31

the vanity . Right

22:33

, so

22:35

you've switched now to

22:37

video marketing . Tell

22:40

us some keys about making

22:42

good video , Because you know , besides those cat

22:45

videos on YouTube which are , you know , they're awesome

22:47

if you like cats . But

22:49

if you want to make something deeper

22:52

than a cat video , what

22:54

are some keys for ?

22:55

us . Well , guess

22:57

what ? The keys don't change , right , and

22:59

that's one of the beauties the things don't change . You

23:01

still have to be what ? Obsessed with the

23:03

audience . That

23:06

then leads you into understanding their pain points

23:08

. That then leads you into a content strategy

23:10

. All of that's still

23:12

place , so

23:15

it doesn't matter what the medium is , and so that's where

23:17

you have to start . And

23:22

I tell people , the easiest way to do that if you're just starting

23:24

out you've never created a video before the easiest way to do that is

23:26

to stop and think back

23:28

through your customers and

23:31

think up two or three of them that

23:33

were the absolute best , your favorite

23:35

customers . And now

23:37

, before they started working with you and that's the key

23:39

, before they started working

23:42

with you , what were some of the questions

23:44

that they asked you ? And

23:47

go back and remember those and write those down

23:49

as best

23:51

you can . Then

23:54

, when you create your video

23:56

, answer those questions

23:59

, you

24:01

see , because what does that do ? Well

24:03

, sure , you didn't go through the painstaking

24:06

exercise of being completely obsessed

24:09

with your audience , but what you've done is you've gone

24:11

and said , okay , this was my audience , this was my

24:13

best audience , and so I at

24:15

least know that I do like them . Now

24:18

they've asked certain questions . Those

24:21

questions were born out of their

24:23

pain . You don't ask what do

24:25

you want to eat if you're not hungry

24:27

? Right , right

24:30

. The question is born out

24:33

of their pain . So now , if

24:35

it's born out of their pain , remember , pain is the bridge

24:37

over to your content strategy and

24:40

in your content strategy , you need to tell

24:42

them what they want to know . Well , they

24:44

asked a silly question . Answer

24:46

that , that's

24:50

what they want to know . That's

24:54

what they want to know . So , if you're just starting

24:56

, that's where you start , right

25:00

there . Don't overcomplicate

25:02

it , yeah .

25:06

See , now you made a lifetime

25:09

and a business out of common

25:11

sense stuff . Yes

25:14

, it's funny

25:17

because I think about my own career as a pastor

25:19

and I work a lot with congregations

25:22

and they're trying to kind of do what you're

25:24

talking about . How do I reach

25:26

for lack of a better term the customer who's not

25:28

coming to my church ? And I

25:30

always say , well , why would they come

25:32

? And they get offended . Sometimes I'm

25:34

like are you offering ? Are

25:37

you putting down what they want to hear

25:39

? And I don't mean to change the message

25:41

, but are you giving ? Are you

25:44

really talking to the hurts that they have ? And

25:46

if you're not talking to the hurts that they have

25:48

, then they're not going to come and

25:50

people don't understand . I'm not being

25:53

rude , but I'm like there's hurts

25:55

out there . Do you know what they are ? Do you know what

25:57

music they like to listen to ? Do you know what

25:59

they are ? Do you know what music they like to listen

26:01

to ? Do you know what they're afraid of ? Do you know

26:03

what their family situation is ? If you're not addressing

26:05

those things and the messages you're giving

26:07

, you're not relevant to them .

26:11

Yeah , if

26:14

I could for a moment here

26:16

on this , because this is

26:19

yeah , let me just say what I'm going to say . Let me just say

26:21

what I'm going to say . How about that

26:23

? Let me be straight with

26:25

you . Especially if you're a church listening to

26:27

us right now , if you're putting out a message

26:29

and it's not offending some people , you're

26:31

not doing it right . Right , okay

26:35

, you're not doing

26:38

it right . You're trying to placate

26:40

and be nice and say , well

26:43

, you know , jesus said we

26:45

were here for the lost

26:47

and to save everybody . No , no , no , your church wasn't

26:49

here to save everybody . Your church is here to save

26:51

a specific set of

26:53

people . That

26:56

specific set of people that's your audience , and

26:58

people outside of your audience should be offended

27:00

by you , and that's okay

27:03

. And it's okay because

27:05

you're oh my gosh , they're going to hate me and

27:07

they're not . So what ? That's

27:10

okay , because they belong somewhere else

27:12

and you've got a specific thing to do

27:14

. I'm going to tell you a real story here . So one

27:17

of the things and I don't think you know this about me , but

27:19

I am I've pastored

27:21

a church myself . How did I know that ? No

27:23

, yes , I'm a former

27:25

church planner , and so

27:28

we pastored a church in

27:30

what was the first deliberately

27:33

integrated community in the

27:35

United States ? Okay , community

27:38

in the United States , okay , so

27:41

just to give you a sense of the community

27:43

that it was deliberately integrated

27:46

, okay , and

27:49

we went

27:51

in and I did church

27:53

in a movie theater and

27:56

we put out , we bought a list

27:58

and we did mailings and we fly

28:00

people's cards and we put up road signs , and

28:03

you know what it was . It was

28:05

a really depressing

28:08

looking guy in a jail

28:10

suit standing inside of

28:12

a prison and it

28:14

said church shouldn't feel like this . Wow , church shouldn't

28:16

feel like this .

28:20

Wow .

28:24

Did we piss some people off ? Yeah

28:27

, did

28:29

my phone ring a lot with a lot of hate ? Yeah

28:31

, but we also . We

28:35

also brought in people

28:37

who were Jews from the streets , who were

28:39

like you know , I'm done , I'm done , I need something

28:41

. I've heard I need more . We

28:44

also brought in people who were

28:47

strung out on drugs , who were like you

28:49

know , I felt judged in other places and

28:51

like I couldn't be myself

28:53

. We brought in these people

28:55

, we helped them and we helped them move

28:57

, yeah , and

29:00

we helped them grow . Now

29:02

, I knew that that was our role . Our

29:04

role was those people who were

29:06

so dead and lost

29:09

and scared that

29:13

they needed a place that was going to be avant-garde

29:16

enough to

29:18

accept them . And when they left

29:20

, it was great . When

29:23

they left and matured and went on to other churches

29:25

, it was great because

29:28

we did our part .

29:31

Yeah , it is interesting because what you're

29:33

saying applies broadly

29:36

across so many different spectrums

29:38

, because we missed

29:40

the pain points . Because we

29:42

miss the pain points , we miss it in politics , we miss it

29:44

in church , we miss it in business , we miss

29:46

it in relationships . You

29:48

know why are people attracted to you ? Because you

29:50

meet their pain points , you stop the

29:52

hurt . And we miss all that

29:54

sometimes because we're looking for the flashy

29:57

answer as opposed to

29:59

just keep it simple . What's

30:02

the hurt ?

30:05

How do you address the pain ? Well , there

30:07

are a few things that happen . One is the flashy answer

30:09

. The other one , which is very , very true because

30:11

we want to look cool , we want to be the superhero

30:14

You're right , you're right . We

30:16

want to be that person , we want to be the influencer

30:18

who gets the thousands and thousands and millions

30:20

of likes yeah

30:29

, yeah , yeah , yeah , sure , whatever . But then there's the other side that I deal with a lot with

30:31

my clients , which is the curse of knowledge that you know so

30:33

much that you over-communicate to the level

30:35

where nobody understands what you're talking about . But

30:39

you look deep . But

30:42

they are . But it's not that . It's because

30:44

they've learned so much and they're so

30:46

far inside that they forget what it's like to communicate

30:49

to someone on the outside .

30:50

Right .

30:52

Right , I give you

30:54

a perfect example . Before the show I was telling

30:56

you that I just got a new camera in . Okay

30:59

, and I'm reading through the instructions

31:01

on this new camera that I just bought

31:03

. Okay , and I'm reading through

31:06

the instructions on this new camera that I just bought , and it's talking

31:08

about setting the date and time . So the first instruction

31:10

is set a date and time and

31:14

I'm like I can't find the power button

31:16

. But

31:18

instruction number one is set date and time .

31:20

I'm like how , where's the power button

31:22

?

31:22

first , and

31:25

that's sometimes how we communicate . We

31:27

communicate and tell people go set the date and

31:30

time . They don't know how to turn a silly thing on .

31:32

Right .

31:33

Right , and it's because we're so far

31:36

in and inside

31:39

and we have so much knowledge that it's

31:42

hard for us to break that back

31:44

down into simple things . That's

31:46

a major problem with communication .

31:51

So I love our conversation and I'm curious

31:53

for you in

31:56

this season of your life , what

31:58

are you most excited about ?

32:02

Yeah , that's a great question and thanks

32:04

for asking that , and

32:06

it may surprise the audience a little bit because it has

32:08

nothing to do with video . It

32:11

has nothing to do with SEO . No

32:17

, right now , what I'm most excited about is

32:19

and it's funny

32:22

because you asked me the question and I answered

32:24

you about Ed McIntosh earlier and I never

32:26

realized I shared that quality with him that

32:28

ability to see the best in people , to

32:30

see where they're going and help them get there . And

32:33

so right now , I'm actually building

32:36

a network of

32:39

people who are ready to

32:41

explore their inner superpower , People

32:44

who are at that place where they know that they were called

32:46

for more , that they've been

32:48

stuck in neutral and

32:53

they need something to help them get unstuck because there's so much greatness that

32:56

they need to do for this world . It ain't about them

32:58

making tons of money or anything like that , but it's about the

33:00

legacy and the impact that

33:02

they can have on their part of the world with and

33:05

the impact that they can have on their part of the world with whatever

33:07

it is that they do . So I'm

33:09

super excited about that

33:11

. I'm super excited about the opportunity and

33:13

the people around me that I get to help with

33:15

that and watch them grow and

33:18

become , because that that

33:20

is beauty .

33:22

That is awesome . I love that . I was going

33:24

to ask you actually when you told me a story about Ed who

33:28

are you doing that for now ? So that was a good question

33:30

. I was thinking in the back of my mind because it's like if he did that

33:32

for you , I'm sure you are

33:34

passing that down to somebody else

33:36

. So I'm glad to hear that you did that . Yes

33:40

, thinking along

33:42

those same lines , here's

33:45

your chance . You got five minutes . If

33:47

you wanted to pour into someone for five minutes

33:49

, what would you say ?

33:53

So if I had to pour into someone for five minutes

33:56

, I would start by helping

33:58

them understand that their

34:01

individuality is their strength

34:03

, that

34:07

their individuality is their strength . So many of us run for

34:09

my individuality and want to conform , and what I mean

34:11

by that is I've got a good friend who has a voice that makes

34:14

Barry White sound like

34:16

a teenager Okay

34:19

, like a teenage boy , crackling Right

34:21

, and I'm like

34:23

dude , when you speak , you command

34:25

the room and you're super intelligent

34:28

and he hates his

34:30

voice . Oh , my word . And

34:36

in a room he doesn't even like to ask a question

34:38

out loud . Okay

34:41

, and my point there is that's

34:44

that thing that makes him super unique

34:46

, that's that thing that

34:48

will draw people unto him

34:50

so that , so that his message can

34:53

get out and he's got a great message to

34:55

get out . And the thing about it is we all

34:57

I mean , you know , like I

34:59

do it the bible says it right the stone that the builder

35:01

refuses shall always be the head corner stone

35:03

. And that's the thing . If I

35:05

had five minutes with you , I would help

35:07

you understand . What is that stone that you

35:09

are refusing ? What is that pain from your

35:12

past that you think happened and you bury

35:14

it down because you're ashamed of it , because , guess what

35:16

? That is the thing , that is

35:18

the catalyst , that is the beauty

35:20

that

35:23

everything you're supposed to be is going

35:25

to be built on .

35:28

I love that . I've often shared with people kind

35:30

of along the same lines . The one

35:32

thing that we are most gifted is is

35:35

the one thing that we struggle with the most

35:37

, and Satan

35:39

will tell us that that is not your gift

35:41

. So for years

35:44

I struggled with public speaking and

35:47

I would talk too fast and it

35:50

was like I could not get out

35:52

of my own head , got in my own way and

35:54

I realized that preaching is one of the things I love

35:56

to do , but it takes so

35:58

much effort to do and no

36:00

one understands it . Who's watching on Sunday

36:03

morning how much work it takes

36:05

for me to get up in there and do that ? I have to go

36:07

through all the nerves . I have to fight and

36:09

battle my own sense of incompetency

36:12

and and every single time I do it , they're

36:14

like you seem so natural up there . It's like , yeah , but

36:16

if you could see the behind the scenes work

36:18

it takes to get there , you'd

36:21

understand how , how difficult that

36:23

is . So I get what you're saying . It's like if

36:26

he understood just how

36:28

that gift that he

36:30

struggles with the most is his superpower

36:32

and he needs to find the tools

36:34

to work through that

36:36

superpower and use that

36:39

and wrestle with it . It's okay

36:41

to wrestle with it and question it and doubt

36:43

it .

36:43

Yes , that's

36:50

why it's there . It's there . Satan doesn't want you to use it . Yes , you got

36:52

to wrestle with it . And guess what , after you wrestle

36:54

with it , probably your name will get changed . Huh

36:56

, how about that ? Exactly

37:00

? Right , but that's

37:02

yeah . If I had the five minutes , that's

37:04

where I'd spend , because that's where I spend time with people

37:06

now is really trying to create

37:08

environments to help them recognize

37:11

that that thing

37:13

that is your pain is

37:16

your greatest strength . That

37:18

thing that is your weakness is your greatest strength

37:21

, that thing that you're ashamed of , right

37:23

, and the thing that you have to create

37:25

is born out of it . So I'm creating this network

37:28

, and

37:37

one of the things that is a cornerstone of this network is the

37:39

concept of rest . And it

37:41

hit me like a ton

37:44

of bricks because I suck at rest . And it

37:46

hit me , and

37:50

he said that I had to create this and make rest the center of it , because all the other

37:52

people , like me , are also afraid

37:55

of rest and suck at it , and

37:58

that's been the thing that we've refused

38:00

. And

38:04

so , in order for your superpower to really come out , you

38:06

have to be able to embrace rest . And

38:08

I'm like are you freaking , kidding

38:10

me ? I've been running from rest

38:12

for 40-odd years . Why are we

38:14

all starting now ?

38:16

Right , oh

38:19

, my word . I'd love to

38:21

ask my guest this question what

38:23

do you want your legacy to be ?

38:26

Yeah . So

38:30

there are two sides of it for me

38:32

. So number one

38:34

I wake up every single day with my company

38:37

, the agency , and one

38:39

of the things that we've had the pleasure of doing is taking

38:41

our staff international over

38:43

the last four and a half years or so , and

38:47

I've completely fallen

38:49

in love with the culture and the people of the Philippines

38:51

and recognizing

38:54

that there are some amazingly

38:57

talented people there who have no

38:59

opportunity . Opportunity

39:09

Worse or worse , if you will , is the reality that

39:11

because people have started looking at it as a virtual assistant place , that

39:13

they also think that these people are less than they

39:15

get treated like it

39:18

, but some of them are some of the brightest

39:21

people around , but some of them are some of the brightest people around . And

39:23

so I'm on a mission , company-wise , I'm

39:25

on a mission to change

39:27

the financial destiny

39:29

of 100 Filipino families

39:32

, wow

39:34

, okay , now

39:37

I'm not just talking about this generation

39:39

, I'm talking generations to come . So we're working on

39:41

generational wealth stuff , but we're dealing

39:43

with little things . We had

39:45

a lady on the staff realize

39:48

she didn't have a fridge that closed

39:50

.

39:51

Oh my .

39:51

God , her fridge door couldn't close . Okay

39:56

, had

39:59

someone else didn't even have a stove . And

40:03

you're talking about incredibly , incredibly

40:05

bright people who just have

40:07

no access to actually make money to afford

40:09

the things to live comfortably . Okay

40:15

, we just helped one

40:17

of our staff members buy her very

40:19

first car .

40:21

Wow , that's cool .

40:24

And so , yes , so with her . Yes

40:26

, she's now in a different place . She's

40:28

got a car that's working . Her children see

40:30

that . It changes the standard of living

40:32

that her children are expecting

40:35

. Right

40:38

, and we keep working from there to

40:40

change generational wealth

40:42

. So , 100 families , that's my

40:44

goal with the company . That's why I keep pushing

40:46

with the company . The company makes great money . We

40:52

don't need to make more , but we're making more so I can pay more people

40:55

. Okay , so that's the goal there . On the

40:57

other side , it's really and

41:00

I don't have a quantification of it , but when we talk about

41:02

legacy it's he

41:04

saw the best in me and helped me bring

41:07

it out .

41:08

That's good , I love that .

41:13

That's me .

41:15

And I can tell you have a sincere heart to

41:18

really want to see people

41:21

find that superpower

41:23

. I mean , I keep going back to that , that idea

41:25

that someone sees

41:28

in you something you don't see in yourself . And

41:30

it's so powerful to know that someone

41:32

else believes in you and oftentimes that

41:34

may be the first person who's ever

41:36

believed in you and gives you the confidence

41:39

to go farther than you ever thought you could

41:41

possibly go .

41:42

Yeah , yeah , yeah , and we all need

41:45

that , we

41:47

do , we all need that . And

41:49

the reality of so

41:51

? People look at superpowers , people look at superheroes

41:53

, people look at movies and you always see

41:55

the hero . But understand

41:58

that and I'm not saying this to toot my horn , because

42:00

that's not the point but understand that every hero

42:02

needs a guide .

42:04

Right . Every hero in every hero needs a guide .

42:05

Right . Every hero in every movie

42:07

has a guide .

42:10

Right .

42:13

I'm just here to be your guide .

42:15

Love it . Anything

42:18

, I haven't asked you that I should have asked you

42:23

.

42:24

Yes , actually . Why video

42:26

? Because so many people are listening to us

42:29

right now and we started talking about

42:31

video a little bit earlier and we got off of video , so I'm going to

42:33

go back to it in SEO , and most

42:36

of you are probably like whoo , I'm glad he got off of that

42:38

crap , because I ain't doing no video , I'm not getting on

42:40

camera . You out your mind thinking I'm going

42:42

to get on camera . You stupid . Yeah , that's probably

42:44

what you thought . But listen , I'm glad

42:46

that you're still here with us , I'm glad that you're still listening

42:48

, and so I'm hoping that you hear me now on

42:50

this . Okay , the future

42:53

of marketing as a whole

42:55

and in your industry is on video

42:57

. Why

42:59

? Because there is no

43:02

medium that exists

43:04

where you can connect one-on-one

43:06

with someone and actually have them

43:08

feel and understand you like

43:11

video . That's number one , and people are craving

43:13

that . Coming out of the last five , six

43:15

years of fake news

43:17

, election stuff , coronavirus

43:20

, wherever you land politically

43:23

, everyone

43:26

is sick and tired . That's

43:28

the fact , no matter

43:30

what side of the fence you're on , and

43:32

everyone wants to connect with real people right

43:34

now , and video

43:37

allows you to do that . So that's number one . Number two

43:39

the war the war of

43:41

video has been going on for a while

43:44

between Google , tiktok and

43:46

Instagram

43:48

, and that

43:50

war is only going to intensify , and Google

43:53

is doing more and more and more for it

43:55

to intensify . It's almost

43:57

impossible for you any of you listening

43:59

to me right now , I guarantee it to

44:01

go write a blog , put it on your website and

44:03

have it rank in the next three weeks

44:05

on page one . It's almost impossible for

44:08

any of you to do that . However , you

44:11

can do that with video . You can

44:13

create a video and end up on page one

44:15

, which is something that you can't do

44:18

any other way

44:20

. The future

44:22

is video . The time is now . Believe

44:25

me , it's only going to get more and more and

44:27

more expensive and harder and harder and harder

44:29

to get in . Your competition isn't

44:32

there yet . It's your

44:34

time to actually grab

44:36

the spotlight . So go grab it . I

44:38

love that .

44:41

Where can people find you on social media and follow

44:43

along with what you're doing ?

44:45

Absolutely so . I probably opened

44:47

up more questions than I answered today

44:49

. When we're talking about video and SEO

44:52

, I already told you . I know

44:54

you're a little pissed with me and I probably didn't make it any better

44:56

than just now , but that probably leaves you with

44:58

some questions , and I get it . I totally

45:01

get it Right . So here's what I want

45:03

you to do Go to meetatibacom

45:06

. That's meet A-T-I

45:09

B as in boy A dot

45:11

com . That's my first name meetatibacom

45:13

. Once you do that , it's going to take you directly

45:16

to my LinkedIn

45:18

. Do not hit the follow

45:21

button . Hit the connect button

45:23

Right . Go to more and

45:25

come down to connect , and I want to let you

45:27

send me a message . Tell me . You saw me here on

45:29

Keith's show . Ask me your question . I

45:31

want to talk to you one

45:33

on one , me

45:35

and you Send me a message . Let's talk .

45:38

I love it . Ativa , thanks so much for what you do

45:40

and provide some

45:42

inspiring content , and this was a great conversation

45:44

. I'd love to have you back on again so we could talk some

45:46

more , because we only only scratched the

45:48

surface , it would be my

45:50

pleasure .