6 STEPPS to Gaining Word Of Mouth Influence Over Your Competition Featuring Jonah Berger!

All entrepreneurs are in the business of influencing people. They work hard day in and day out to get you, the consumer, to be influenced enough by their product or service to use it over other similar products. How do you as an entrepreneur gain an advantage over your competition and how do you get to the point of being a true influencer in your industry? “It all comes down to word of mouth” states our guest Jonah Berger. Jonah is a Marketing Professor at the Wharton School at the University of Pennsylvania and a world-renowned expert on word of mouth, social influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published dozens of articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review.

In this discussion, Jonah shares with us the 6 points you as an entrepreneur need to focus on to be an effective influencer of others – that is to get word of mouth to carry about your product. These include social currency, triggers, emotion, public, practical values and stories. He outlines these in great detail in his book Contagious which can be found here and they can easily be remembered by the acronym STEPPS. Jonah shares with us an example of social currency in which he explains that the better something looks, the more likely they are to share it. Citing an example of a bar that does no advertising in New York City but receives tremendous business, we learn that they are even hidden inside a Hot Dog restaurant and is named Please Don’t Tell. This “secret” aspect of the bar gives it an appeal that others do not have and results in more business to the establishment. Jonah shares with us another example of a blender that destroys / blends a cell phone in it to demonstrate the power of the blender but to which leaves us with the question, can other blenders do that too? It’s irrelevant because no other company showed us their power so we assume it is the best.

Social influence is all around us and impacts us whether we are leaders or followers. Jonah talks about how lawyers climb the ranks of law and then all buy BMWs, sub-consciously being affected by the influence of their peers that all drive BMWs. We are impacted by social influence but are mostly unaware of it on us directly because it is all acting on us sub-consciously. Jonah states that the only place we do not see social influence is in ourselves.

In the closing segment, Jonah talks about an interesting experiment that showed how cockroaches are influenced by social factors. A scientist devised a cockroach stadium and tasked the roaches with running different routes, some straight and others curved. The scientist also had others watching and not watching the roach at times and that factor was also key in the outcome of how well the roach performed on the task. What it showed was that the roach performs well on tasks that are easy and normal when being watched by others but if you add something unexpected or harder to the equation, the impact of others watching greatly impacted the roach’s ability to perform the task well. It all boils down to we are influenced by others if we know are being watched. Jonah then relates this to how a workplace functions and how we as entrepreneurs can use this lesson to heighten the impact of our staff.

This is a great discussion of entrepreneurism from an academic standpoint by a leader in this field. In addition to his best-selling book, Contagious: Why Things Catch On (hundreds of thousands of copies are in print in over 30 languages), he also recently wrote, Invisible Influence: The Hidden Forces that Shape Behavior. Berger is a popular speaker at major conferences and events and often consults for companies like Apple, Google, GE, Coca‐Cola, Vanguard, 3M, Kaiser Permanente, Unilever, and The Gates Foundation. You can catch this full interview at www.thatyoutubechannel.com and on iTunes found here and please subscribe to That Business Show to hear many more great entrepreneurial discussions daily from Tampa Bay and across the Nation!


Unique Developments in Tampa Featuring Cory Ellison!

Tampa Bay is a true gem amongst many city environments. It has a small town feel to it but is large, spacious and today BOOMING! Developments are popping up all over, the College Football National Championship was held here this year and home prices are 5% higher on average than other cities and leaped 10% year over year. Add in the excitement around the Channelside re-development and you know why so many so #TampaHasSwagger! Our guest today is helping to add that swagger to Tampa Bay too, he is Cory Ellison. Cory is the Director of Operations with EWI Construction, who along with his brother Casey, are working on some notable developments in the Tampa Bay area. A graduate of Florida State University’s Real Estate program, Ellison has more than 15 years in the construction and development industry. Prior to EWI Construction, Ellison worked as a field & project engineer for the Beck Group. Here, he was first introduced to construction at age 15, working under his father, Sam Ellison.

Known for their involvement in building the Oxford Exchange and the unique product they produced, their brand is now sought after by many clients across Tampa Bay. Starting in 2007 with a custom home job, they have grown into one of the premier developers in Tampa Bay and are today involved with the Tampa Armature Works building which will open in this spring and the Pearl Housing Development. The Tampa Armature Works building will be home to 16 different shops and restaurants and will feature a roof top bar, market hall and shared workspace too. Situated on 43 acres along the River, this is a historic Tampa gem whose revitalization will greatly add value to the Tampa Heights area. Find out more about this development at www.armatureworks.com!

For people not familiar with their work at the Oxford Exchange, you are missing out on one of Tampa’s finest restaurants and storefronts. This development has one of the best breakfast offerings in the downtown Tampa area and is frequented by many University of Tampa students as a place to meet and study. The floors and many of the decorations are imported and they spared no attention to detail at the Oxford Exchange. Located at 420 W Kennedy Blvd, check out more about this development at www.oxfordexchange.com!

EWI Construction is a master of creativity in both their developments and their website. Check out their website for more about their company, developments and direction at www.ewiconstruction.com and see why they say that creativity can defy gravity! Catch this show and many more entrepreneurial discussions on iTunes here or on YouTube at www.thatyoutubechannel.com and all shows available On Demand too at http://www.thatbusinessshow.com!


Build Your Dream or Another’s Dream, the Choice is Yours Featuring Luz Rivas!

The entrepreneurial spirit knows no boundaries or limitations. It can strike anywhere at any time and once it takes hold of you, it’s hard to go back to working for someone else. As many entrepreneurs will say, if you are not working to build your dreams, you are working to help someone else build their dreams. Our guest today was Luz Rivas, Medical Esthetician and Owner of Skin by Luz and some of the many takeaways from her discussion was that when life calls you to action, you will know it. In this discussion, it pertained to her call to build her own business.

Growing up in Medellin, Colombia, Luz was inspired by her mother to lead and be independent of others in the professional world. At the age of 25, she came to the United States without knowing English and quickly married and fell into the traditional family lifestyle role as wife and mother. As the years past, she learned English by watching soap operas on television and then began studying the field of skin care. Her passion of always looking and feeling your best is core to her inner self and she was drawn into the business of skin care to help herself and other retain their youthful look. She opened Skin by Luz in the fall of 2016 and today is a proud and happy business owner that took the entrepreneurial journey which began in Colombia and ended in Tampa, Florida.

Luz spends the hour with Jamie and Kelly on That Business Show and discuss some of the basics of skin care in addition to her entrepreneurial journey. She advises against the use of all tanning products, not just the beds and traditional methods, but also against self-tanners and lotions to enhance your skin tone. “You must drink plenty of water” is key to having and keeping youthful and radiant skin and she explains how when we age, we lose collagen and elastin in our skin which results in the traditional aged look. From hydrafacials and dermaplanning to hydradermabrasion and anti-aging facials Luz offers a wide range of products in her store which is located at 8412 N Habana Ave in Tampa. Stop by for a service, both men and women, and learn from her why skin care is so important and enjoy a lively conversation too! Learn more at www.skinbyluz.com or call at 813-421-3205.