Transcript

00:00:01
Tony Chapman: Shane Hewitt and the Night Shift podcast. Chatter That Matters podcast, always getting kicked out with new episodes. Tony Chapman is the host of exactly that. I met a guy on a plane.

00:00:13
Shane Hewitt: Uh, who listens to your stuff.

00:00:16
Shane Hewitt: And, um, I don’t you surprised, for God’s sakes. You sound like that was, uh, that’s a little random. The guy sitting next to me on the plane, like we were chatting about things and he’s like, Oh, well, who do you have on your show? And I was like, well, I don’t know. I, you know, the food professor, I’ve got Tony Chapman. Oh, I listen to his stuff all the time. So there you go. I thought it was great to hear. to hear. And my, my uncle said he was really enjoyed meeting you as well.

00:00:42
Shane Hewitt: I love that. Your uncle’s young. Um, the, uh, Uncle Mike then that would be because I remember his name was Mike. Hey, so, um, what’s coming up on the podcast these days? What are you working on in the background?

00:00:54
Shane Hewitt: So I’m gonna do a 3 part episode on what Canada can do to really drive their economy forward. The first one’s with hospitality, Marcel Bregstein, who’s uh an emissarial and really understands the experience economy. And then the next two weeks I’m gonna do Zita Cobb, who will, who built Fogel Island, and, uh, Ben Doer Cowan who did Cabot trails and the uh.

00:01:18
Shane Hewitt: The the idea there is obviously to let Canadians know that within us is the possibility to create magic and create an economy. We don’t have to be, uh, always relying on others to do it. And I think that’s the whole idea of the next three weeks is just to really celebrate it. I love that it aligns nicely the um.

00:01:39
Shane Hewitt: The culture of relief that we currently live in needs to end, and we need to live into a culture of creation. So, um I love that. That’s all three of them are going to do that. So if you’re a fan of chatter that matters, you haven’t listened, I think the next 3 weeks you’ll be celebrating Made in Canada superbly. All right, uh, or if you’re Uncle Mike. Very good. Uh, OK, so Tony, we talked and talk about branding and we talk about all these different things, and I have two different angles that I’d like to touch on with this.

00:02:06
Shane Hewitt: But branding, there’s this episode, a couple of episodes on Ted Lasso, where they talk about what’s your brand? When you’re on a dating app, you got to put out your brand. And then of course the episodes and, and with, well, I think the best brand you could have is you. And it’s uh, it’s a touching series of episodes.

00:02:24
Shane Hewitt: Uh, it’s a good reminder, and we often lose that as we’re consuming all of these things that come in from politics today, federal election, out of the United States, all of it. We tend to consume it and we tend to become it, and we listen to it too much, yet we’re not just

00:02:40
Shane Hewitt: Being our brand, we’re not being us. How do we take all of this noise and remember to get centered into who we are when we go to work today, when we deal with our friends today, when we try to sell our small business or a little side hustle idea? How do we do that?

00:02:57
Shane Hewitt: Well, I wish we had a couple of hours because that’s one of the most interesting topics you’ve brought and such an important one. You know, we use words like relevancy and authenticity, uh, and, but they’re, they’re not easy because of what you said. How can I be relevant, how can I be authentic when I’m just overpowered by this, this noise out there and so much of it is negative.

00:03:19
Shane Hewitt: Shane, what you do is a lesson in life for anyone listening. Instead of telling your story, you’re focused on sharing others. You’re focused on helping others gain insights and ideas to help them get to where they want to go. And to me, the, the people that really understand personal brands have found that higher purpose in saying what can I do for others?

00:03:44
Shane Hewitt: And how can I help? How can I serve their needs? And in doing it, there’s nothing wrong with making money, there’s nothing wrong with offering a product or service, but you have a higher calling that simply, what can I do tomorrow to turn that this opportunity into a transaction or contribute to this just to get validation. I, if I could just step back and really realize that my best friends, the people that I trust, the people that have mentored me in the life, have taken a deep interest in me and where I’m heading.

00:04:13
Shane Hewitt: And if you apply that same attitude and philosophy to others, that to me is where your personal brand is. There will always be circumstances, always good, bad, uh, you know, neutral. There will always be, and so, um, yeah, these are circumstances, they need to be navigated. Uh, thank you for that, and I’m happy to dig into this more because

00:04:34
Shane Hewitt: Stay centered on who we are as Canadians is incredibly important. Now, that being said, in marketing, there are a couple of tactics that people don’t understand, and this is the way that I phrase it when I share it, is the first one to the microphone wins, and it is, when you break it into the smallest little words, have the biggest impact on our lives, it is the magic of declaration.

00:04:55
Shane Hewitt: The person who declares it to be first is often believed the most. Now, that’s what we’re hearing, right? We’re hearing all of these comments that come out of other countries. We don’t even listen to the our own leaders because other countries say at first, we take it to be the truth. It’s a marketing tactic to tell you that this is the best toothpaste. It’s everywhere in our life, but somehow we don’t connect those dots when it’s our real life.

00:05:20
Shane Hewitt: I mean, it’s, it’s an interesting observation that, and I would say especially 15 years ago, he shouts loudest wins. If you could write the biggest media check, and you could convince people that when you open Coke, you’re opening happiness. Because you just bombarded people with that message and yet all every time you watch the ad, God, everybody’s happy in that ad, drinking Coca-Cola.

00:05:43
Shane Hewitt: I think now it, it’s, we’re moving to a world of whispers that become roars and whisperers become roars, you’re still the first to declare it as important, but what really becomes important is to other people believe it and share it and amplify it because there’s so much currency held within someone’s network nowadays. If people I trust say so, it must be true.

00:06:09
Shane Hewitt: And that’s where you talk about how important it is for these people to not only grab the mic, but to make sure that their entourage is amplifying and endorsing and sharing it. So all of a sudden it looks like this entire herd is moving that way. We’re certainly seeing that with polling. Oh my God, the polling, this is where the herd is moving. And that has a profound impact on people because more often than not, humans want to follow versus lead.

00:06:36
Shane Hewitt: And so your point of being the first the microphone matters, but I think today it’s not just the first the microphone matters, it’s the first and the first having many is really what creates this, uh, this tidal wave of belief, even when

00:06:53
Shane Hewitt: the most simplest of math might prove it to be untrue. Your confirmation bias is because they believe it, and because those people believe it, it must be true. Fascinating because when you take that.

00:07:05
Shane Hewitt: Uh, people, you said people I trust.

00:07:08
Shane Hewitt: Therefore, it must be true, right? That also would mean, because the polarity of being human.

00:07:14
Shane Hewitt: If I don’t trust you.

00:07:16
Shane Hewitt: It must be a lie.

00:07:18
Shane Hewitt: And you, you can see that today. You can literally see that part. Doesn’t matter what they say, people take it as a lie.

00:07:25
Shane Hewitt: Yeah, I mean this is, this is the, you know, the way I described it to somebody recently is we’ve been herded into these castles, and we talked about this metaphor before. We don’t even know we’ve been herded in, but social media herds the same. We start scratching at the surface, and next thing you know, we’re swept into this tidal wave.

00:07:41
Shane Hewitt: Then we look around, it’s all like-minded people, like-minded content validating each other, and then we have to define who we are by hating the other person because they’re not in our castle. And our moat becomes what used to be the middle ground. And so this confirmation bias, which is a psychological term, but it really says, I.

00:07:59
Shane Hewitt: I am a diehard liberal. I am a diehard conservative. We are right, you are wrong, and this increasing divide in society fueled by social media, fostered by our political leaders, and I would argue foreign interference because it’s, it’s disrupting the psychology of our country.

00:08:18
Shane Hewitt: It’s one of the biggest problems facing Canada because nobody wants to stand in the middle ground because it’s, it’s a moat and you’re just disappearing inside it where all the actions in these opposing castles and that’s why we’re seeing political parties being pushed to the fringe. Liberals jumped over the NDP to claim that sort of left wing. Popo and the Conservatives have got to be over on the other side because they’ve got to be.

00:08:42
Shane Hewitt: The opposite. And I think where Canada was greatest, where we built the Saint Lawrence Seaway in 5 years and the TransCanada Highway in 10 years, is when we were pretty well all in the middle, liberal or conservative, it didn’t matter. We kind of were just always focused on what what mattered most for Canadians versus what matters most for that herd in that castle versus that herd in that castle. The irony of all of it, Tony Chapman, very well said, by the way.

00:09:06
Shane Hewitt: I do believe, I still believe that most people are actually still in the middle when it comes down to brass tacks, and yet, um, people are declaring that we’re not, and we’ve got to figure this out. It’s crazy. Anyway, I hope that helps. I hope that helps everybody to be able to look at the the things they hear as being true or not true, as Tony said. The declaration is just the declaration. It doesn’t mean it’s for you, and um by the way, be you in this.

00:09:36
Shane Hewitt: I’m not trying to convince you to vote this way or that way. I need you to vote, and I need you to be clear on how you vote, and I need you to be clear on how you buy. And that’s the kind of thing that starts to change the world around us. Tony Chapman, thank you. Always a pleasure. Shane Hewitt,

00:09:50
Tony Chapman: Shane Hewitt and the Night Shift on the iHeartRadio Tat network.