Want Money Got Money with Sam Kamani

25: Helping technical founders get their message across - Dr Loralyn Mears

October 13, 2020 Sam Kamani, Loralyn Mears
Want Money Got Money with Sam Kamani
25: Helping technical founders get their message across - Dr Loralyn Mears
Chapters
Want Money Got Money with Sam Kamani
25: Helping technical founders get their message across - Dr Loralyn Mears
Oct 13, 2020
Sam Kamani, Loralyn Mears

Loralyn is a scientist, journalist, EdTech social entrepreneur and content marketer.

A lot of this episode revolves around technical storytelling. Loralyn helps technical companies from around the world tell their story. Whether it is a high tech medical startup in the USA or the largest financial services vendor in Israel.

She is a "translator" in content marketing; speaking science, tech and business producing whitepapers, journal articles, brand positioning and go-to-market strategies that lead to commercial success. 

She specialises in translating complex scientific and technical concepts into content that can be broadly understood by a lay audience.

Here are few other things that we discuss on the podcast

  • Changes in social marketing due to Covid-19
  • How to craft compelling stories and content
  • Mistakes that technical founders make in telling their stories
  • Connecting with your users 
  • How to stand in the rain

Book recommendation:-

Essentialism

https://www.amazon.com/Essentialism-Disciplined-Pursuit-Greg-McKeown/dp/0804137382

Podcast recommendation:-

https://open.spotify.com/show/62IC96PPFrNgb1ACt7OPKS 

Connect with Loralyn:-

https://www.linkedin.com/in/loralynmears/

https://steerus.io

Email Loralyn - details in audio

If you enjoyed this episode then please subscribe, I will be interviewing other successful founders and investors to provide you a shortcut to success.
Follow instagram:- https://www.instagram.com/wantmoneygotmoney/

Show Notes Transcript

Loralyn is a scientist, journalist, EdTech social entrepreneur and content marketer.

A lot of this episode revolves around technical storytelling. Loralyn helps technical companies from around the world tell their story. Whether it is a high tech medical startup in the USA or the largest financial services vendor in Israel.

She is a "translator" in content marketing; speaking science, tech and business producing whitepapers, journal articles, brand positioning and go-to-market strategies that lead to commercial success. 

She specialises in translating complex scientific and technical concepts into content that can be broadly understood by a lay audience.

Here are few other things that we discuss on the podcast

  • Changes in social marketing due to Covid-19
  • How to craft compelling stories and content
  • Mistakes that technical founders make in telling their stories
  • Connecting with your users 
  • How to stand in the rain

Book recommendation:-

Essentialism

https://www.amazon.com/Essentialism-Disciplined-Pursuit-Greg-McKeown/dp/0804137382

Podcast recommendation:-

https://open.spotify.com/show/62IC96PPFrNgb1ACt7OPKS 

Connect with Loralyn:-

https://www.linkedin.com/in/loralynmears/

https://steerus.io

Email Loralyn - details in audio

If you enjoyed this episode then please subscribe, I will be interviewing other successful founders and investors to provide you a shortcut to success.
Follow instagram:- https://www.instagram.com/wantmoneygotmoney/

This pitch is autogenerated, so it is only 95% accurate.

Loralyn: [00:00:00] It's becoming increasingly difficult because there is so much noise. I mean, if you look at, you know, how many tens of thousands of startups begin each year, know, knowing that there's a 90% failure rate by the end of the year.

[00:00:13] And you know, that's also heartbreaking too, because so many people believe in what they're doing. That's why they're putting all of their time and money and effort and everything into creating this to make a difference. And then. You know, it goes South and, and that's disheartening for sure. But as far as like, how do you connect with your users?

[00:00:32] A lot of it is just it's that sort of like magical triangle it's you have the right thing at the right time and somebody is there to shine the spotlight on it because it's very difficult to turn your own beacon on and get people to notice it. 

[00:00:48] Sam Kamani: [00:00:48] Hello, dreamers and action takers. Welcome to another episode of the one money got money podcast. I'm your host, Sam Kamani. And my today's guest is dr. Lauren mez. She has a PhD in microbiology, but these days, startups and entrepreneurs, especially Nicole founders to get their message across. She hubs them with content as well as storytelling and.

[00:01:17] Bitching. She has also become a social entrepreneur and she is working on a very exciting startup herself as a founder. So without further ado, let's get into it.

[00:01:30]First of all, thank you so much for coming on the show. It's great to have you here and can't wait to find out a bit more about you. So, um, what are you up to these days? 

[00:01:43] Loralyn: [00:01:43] Thanks so much, Sam. I always appreciate being a guest cause I'm usually on the other side of the microphone.

[00:01:48] So it's kind of nice to be on this side once in a while. So thank you for that. So aside from doing my own podcast, one of the things that I've been working on very heavily is content marketing largely around the theme of your show, which is trying to help other companies, mostly startups, but not always a lot of enterprise companies with their grants.

[00:02:09] Some of these grants are in things as. You know, obscure as consumer packaged goods and grants and opportunities for women and minorities, other grants are in and around movies. But the bulk of what I do because of my PhD science background is writing scientific grants. 

[00:02:28] Sam Kamani: [00:02:28] Oh, very interesting. And how did you get into this field?

[00:02:31] How did he get started? 

[00:02:34] Loralyn: [00:02:34] Well, I guess like, you know, that's a long story, but sort of where I am, it's, it's kind of funny I'm at that stage where things are really coming full circle. So I did my PhD in molecular biology, genetically engineering, mosquitoes. So that they could not transmit malaria. Like I went to the bench because I grew up in Northern Ontario, Canada, where I was eaten alive by mosquitoes.

[00:02:54] So I hated them and I thought, Oh, I will spend a long years at university so that I can find ways to destroy them. And cause other people must hate them too. Right. And then. As I got older, I learned that, you know, mosquitoes were not only destructive and annoying in the middle of the night, but they were killing millions of children and people with malaria.

[00:03:14] So at that time I became a social entrepreneur, but I didn't really sort of know it or understand it worked at the bench for a very long time. Dah, dah, I got my degree. And then I went enough of this. Instead of being at the bench, I much prefer communicating and I realized I can translate stories amongst groups of people like the commercial people, the software engineers, you know, and you know, the, like, not just the marketeers, but, and the scientists.

[00:03:40] So I hooked up with the incubator, Edison and incubator and joined a startup. And it was pretty much an exercise and you know how to blow through 67 million in venture capital in two and a half years. But I learned a ton. 

[00:03:53] Sam Kamani: [00:03:53] What was that startup called? Uh, 

[00:03:55] Loralyn: [00:03:55] it was called net genics and yeah. Idea was sound.

[00:04:01] It was at the first time that people were looking at trying to create interoperability amongst different sort of data formats for pharma so that it could expedite drug discovery rather than just stick everything in Excel and hope it exports because that really wasn't working by that point, they were starting to be different data types like genetic data, some protein folding data, all of these other things.

[00:04:22] And. From there. I went on actually to form a tech standards group, the , which is about interoperable, integrated informatics, the consortium, and kind of put me on the path of trying to understand bigger picture again, not really realizing it was a social entrepreneur, but then I can skip over all of the middle stuff and come back to it.

[00:04:43] But now I'm founding a company which is called steer us. Which is all about coaching students on the soft skills that they need for success at life, at school and at work. Very interesting. 

[00:04:56] Sam Kamani: [00:04:56] Yes, I did see about steers on your LinkedIn profile. Um, yeah. Would love to know a bit more about Steve. So how does it all work?

[00:05:06] Loralyn: [00:05:06] Well, we're still at the very early stage. Like everybody else COVID had some other plans in mind. We were working with some of the New Jersey colleges, NJT and Rutgers university as part of the capstone program where select students as part of their fourth year honors thesis work with different companies in the area.

[00:05:26] And you work on different projects together. Well, that was going really well. We were building our MVP. The students were really into it. We were trying to find innovative ways. Of disrupting the coaching industry. Cause the pressure can be a up, you got to disrupt the industry. So that's coaching, you know, why should.

[00:05:42] You know, why should it take three months, every other week and thousands of dollars to get coached, right? That model doesn't for students. And of course you need to democratize access students. You know, they're not part of the 0.01% executive group of fortune 500. They get tens of thousands of dollars of excellent top tier coaching.

[00:06:00] So we need to democratize it. So we figured out, okay, great. Let's do this better on getting started for our pilot, built the MVP. We were ready to go, and then COVID just blew up. The team blew up everything. Thankfully, no one was physically impaired by the pandemic, but it certainly impacted our, our financing and where we are.

[00:06:21] So now we've kind of come through the other side. We've got our MVP, we're gearing up for a couple of pilots here at the end of the year. Excellent. 

[00:06:30] Sam Kamani: [00:06:30] How did you find it that MVP? Did everyone just put in sweat equity or did you have a backing or from an, I dunno, accelerator incubator, angel investors. How did it all work?

[00:06:41] Loralyn: [00:06:41] So, so far it's self funded. Yeah by me. And that's how, you know, I use my, my day job, right. My main line, which is like I said, content marketing and that's been funding it. And of course the sweat equity of my team, they're putting in, you know, enormous efforts, you know, I'll be at not dollars, but that's how we're moving things forward.

[00:07:00] And that means it's going. Slower than we had liked, but now we've developed enough momentum. Some things have changed really in our favor. The last couple of weeks it's been this tremendous. I don't know what happened, but I don't know the stars aligned harmonic, convergence, something, but it's starting to really go like in a very good direction and starting to accelerate.

[00:07:21] Yeah. 

[00:07:21]Sam Kamani: [00:07:21] That's great to hear. So Steris village walk, like a mile get placed where students who want coaching and then our coaches, or how would it work? How would it disrupt that coaching industry? 

[00:07:31] Loralyn: [00:07:31] So, yeah, so that's one piece. That it's a marketplace. So you can go and get everything from assessment since to find coaches.

[00:07:38] And that in itself is not wholly unusual, but people haven't really combined both of those pieces. But what is unusual is the way that we're presenting the content. So we're trying to meet students where they are. Which is engaging them with multimedia interactive, multimedia and short burst. Microburst learning so that on demand, because today's really generation, I'm going to sound old and, and date myself, but there you go.

[00:08:04] Everybody wants what they want when they want it. And they're not going to spend three months being coached. I'm going to Google it. When we go on YouTube, show me a video. I've got a minute and a half. That's it. Okay. I want the answer I'm in. I'm out. Yep. So this is the model and this is how we're disrupting coaching is by bringing quality, curated content.

[00:08:23] Like I said, sure. You can go on YouTube and it may have a million views, but does it mean it's good? Advice who knows, right? Yeah. Yeah. Certified coaches putting together a very strong learning and development curriculum that meets learning and objective guidelines and really brings quality content to the students.

[00:08:42] And then if the contents, not enough, of course, they can interact and engage with the coaches in either a social or private way. 

[00:08:49] Sam Kamani: [00:08:49] Yes. So I get it's eventually become like a full platform for people to interact, learn everything, get feedback, all that. 

[00:08:58] Loralyn: [00:08:58] Correct? Correct. We are building a platform. It's not a coaching service.

[00:09:02] It is a technology platform and tech. Yup. 

[00:09:06] Sam Kamani: [00:09:06] Yup. Excellent. Um, tell me a bit about, um, dusted marshmallow. 

[00:09:13] Loralyn: [00:09:13] So toasted marshmallow makes Steris possible because it, uh, it pays for things. So as a content marketer here, I stepped aside, uh, several years ago and people won't be able to see the audience, but, you know, sort of inherited two stepchildren at an early teens.

[00:09:31] Age, and they needed a lot of attention and support. So I couldn't maintain, you know, big corporate, uh, working, you know, 70 plus 80 hours a week, traveling worldwide, being gone all the time, the family just wasn't going to be able to sustain that so that, well, I know how to write things. I am a storyteller, so.

[00:09:49] That's what started toasted marshmallow. And for those people in your audience that are interested why the name came about. So of course, if you think about it, storytelling, where's the best place in the world to tell stories. Internet. Well, there's that, but around the campfire, like we've been so coveted for so long, right?

[00:10:08] We all got corroded. We forget that we can sit around a campfire and toast marshmallows. 

[00:10:12] Sam Kamani: [00:10:12] Oh yes, yes. 

[00:10:15] Loralyn: [00:10:15] And tell stories. Right? Largely ghost stories. But, so that's what started it. And it's not toasted. Marshmallow it's toasted Marsh, mellow. Cause that reflects me and where I am in my journey that I'm mellow, but it also says that I'm old enough to be a little burnt and singed on the outside, but I'm still warm and gooey on the inside.

[00:10:36] Sam Kamani: [00:10:36] Excellent, excellent name and yeah, it all makes sense. When you, when you talk about it, it's, um, dusting virtual marshmallows now that's right. Yes, because of the time we live in and, um, and it is the time of virtual storytelling. Um, so, um, since you do have startups and entrepreneurs, founders, people like that, um, 

[00:11:01] Loralyn: [00:11:01] get 

[00:11:01] Sam Kamani: [00:11:01] their story across to help them get funding or get them help funded, whether it is through public funding or private or, or, or whatever it is, um, would love to know a bit about, you know, what makes a good story.

[00:11:17] Loralyn: [00:11:17] It's really all about that emotional connection. Right? You can talk all day long that this happened to you and then that happened to you and that happened to you. And if you're a monotone, you know, and like yeah. And it happened. And then it happened again. I mean, people aren't going to connect with it, no matter how awesome the story was.

[00:11:36] So it's like, yeah, I remember the first time I won the lotto. I want 18 million. And then a year later I played again and I won 4 million. Like, no, one's going to connect. Right. They're going to go like, Oh my God, what's wrong with you? Like, I'd be jumping up and down, right. If I want a hundred thousand in the know in some way.

[00:11:54] And so you've got to have that emotion. That's not only behind it, like in the story. But it has to be the emotion that when you convey it and the different ways that you can play with that around the style and tone of voice that you use when you write your story. So as a content market here with multiple clients and everything from SAS tech, too, companion diagnostics to pharmaceuticals, to FinTech, you know, lots of regulated stuff where the legal beagles, you know, pretty much want you to be compliant and you don't get to have fun with your language, you know, Yes, but I have to change my style and tone all the time.

[00:12:33] And the how you, what sort of sets your sentence, you know, the cadence, um, how many syllables you want in your words, how many words you want in a sentence, you know, do you want to do sharp punctuation? So every once in a while you really like make it yes. So I said it and then, so, and more. And so you can make it really punchy and a little irreverent, and that works for the brands and reflects that voice.

[00:12:58] And that helps put that emotion into the story. So that readers then who have the personal traits and characteristics that you're targeting, cause they speak like that. They hear you through the story, speaking to them and they connect with the story. That's how you do it. 

[00:13:17] Sam Kamani: [00:13:17] That is, um, yeah, really good, really good, useful advice.

[00:13:22] Loralyn: [00:13:22] Do you have an 

[00:13:23] Sam Kamani: [00:13:23] example of, um, very, you have one of your clients, but good, steady, good storytelling, help them get what they wanted or, or what you. Something that you've tweaked or something that you help them with? 

[00:13:37] Loralyn: [00:13:37] I, yes, I'm, I'm very fortunate. I have a number of different examples, so, and like I said, they range.

[00:13:44] So with the pharmaceutical and companion diagnostics companies that I've worked for, you really have to toe the line. And you don't have a lot of flexibility. That's all about scientific credibility. So everything that I do, even if it's a story is heavily substantiated with fact and science, terrific articles, like not opinion pieces.

[00:14:04] Yeah. Another client I work for is Israel's largest financial services vendor, where they're monitoring for compliance, like market abuse, market frauds, insider trading, that kind of thing. And all of that language again at hosta, meet enough of the regulations and the audience because it's targeting bankers and investment firms, but it's gotta be played up enough where it's a bit provocative.

[00:14:31] Yeah. And so you've got to get people thinking, well, what if right now that there's not compliance workers walking on the trade floor anymore? Cause no, one's on the trade floor. What's happening. Who's in their kitchen playing with their phones, doing nefarious things that they shouldn't be. How do you go get those guys?

[00:14:46] Right. Or gals, gals are bad too often, but they are, and this, sorry, I'm really like proud to be associated with right now. Uh, there's a young group of filmmakers in Chicago. Uh, one of them hails from Ghana. And he's telling the story and I don't want to give away cause he hasn't got public with all of this, but he's telling the story that will become the Anthem of every black boy in America.

[00:15:14] Who's raised in the projects or in, you know, parts of the neighborhood that maybe aren't as savory and are a little. Little terrifying to live in and to survive in. And that's his story that he's bringing forward. So I'm helping, I've identified number of grants and we're working together on grant applications and the team there.

[00:15:30] They're just, they're amazing. So I want their story out everywhere. They've got so much to say. 

[00:15:36] Sam Kamani: [00:15:36] Yeah. some marketers or some content writers, or when they're doing things that they want the end result is that they won't say it. So use it as a station. So use that acquisition. And a lot of them, they have like a.

[00:15:52] I don't know, they have some sort of a structure such as like, um, get that tension developed interests, make it into a desire and get them to take action or, um, aid or something like that. Or, um, they have a structured, is that a structure you follow 

[00:16:07] Loralyn: [00:16:07] for, 

[00:16:08] Sam Kamani: [00:16:08] um, for certain types of clients or, or is it just on a per case 

[00:16:13] Loralyn: [00:16:13] basis?

[00:16:14] Well, things have really shifted like in the last, I guess, six months plus now, you know, in this era of COVID chaos, social marketing has started to change. People have started to tune out. If you look at the big companies, ad revenues are way down for them because people aren't connecting, people are scrolling past that.

[00:16:33] I'm sick of it. Yeah, I just want it to be attached. I'll look at a couple of pictures for my friends. I don't want to look at anything reality based. I don't want to look at your company and what you're selling. So when I'm saying Sam is all bets, so the one thing that you can adhere to and you have to be consistent.

[00:16:51] Well, I guess there's two things. One, you have to be consistent in your posting. Yeah. And I don't just mean your style or your brand or your look, but you know, if you're going to show up and your audience expects you to be there every Wednesday or every day, then you need to be. That's one and I'm guilty of that too.

[00:17:06] I've, I've wavered here over this, you know, COVID stuff, but, but that is one thing that you've got to do. The other thing that I find my clients do is that they. Kind of like when people are reading their story, things get muddled because they'll have four or five calls to action and it's really confusing.

[00:17:25] So the reader becomes conflated. Should I sign up for your newsletter? Or should I read to the bottom of this and then preorder your book? Or should I write a review for you? Or like, what should I do? And they just tune out, right? They're already hard to get eyeballs and ears right now with so much noise out there in the space.

[00:17:43] So you want to be very clear one. Call to action. Test that, work on that, and then expand and sort of like the next part of your campaign. All right. You want to move from generating leads and subscribers to your newsletter. You want to move them to promoting and buying what it is you're selling. Then you change up the content and you have a different call to action.

[00:18:05] Sam Kamani: [00:18:05] Excellent. So I got two things out of that. Number one, be consistent with your content, with your story, with your writing. However you're engaging. And number two. How fun call to action, do not confuse your reader, your user. 

[00:18:20] Loralyn: [00:18:20] So that's right. 

[00:18:22] Sam Kamani: [00:18:22] Very, very practical. 

[00:18:25] Loralyn: [00:18:25] Um, 

[00:18:26] Sam Kamani: [00:18:26] you have worked with a lot of founders and entrepreneurs, startups, and, and so on.

[00:18:32] What is the number one thing that you see them making mistakes in their storytelling, content writing, and so on. 

[00:18:42] Loralyn: [00:18:42] Well, I'm going to be yes. Focused here in my answer on scientists, because I can say I am one or at least I was one, right. Once upon a time before I joined the dark side of commercial land, but scientists here, here's the thing that I see all the time with my scientific founders that I support.

[00:19:00] They don't know when to step aside. They want to convey their story and it's everything that they do, you know, sort of, this is a bless their hearts moment, right? Is 99.99999999% perfection. Because of course in science, you're trained to be absolutely accurate. You can't fudge your results to never do that.

[00:19:22] That's going to discredit you. Your reputation is everything, all that good stuff. But what happens is that they become so myopically fixated. On getting it to that level of accuracy and purity that a, the story never gets out B the story becomes so weighted by all of the stuff that has to go in there to substantiate it.

[00:19:44] That it's the proverbial. Like you lose the forest through the trees or see it's so high brow. And beyond what anybody's sort of like, you know, a mere, mortal reading, it would want to read and absorb that they get turned off from the moment that they start reading it. So you never capture your audience.

[00:20:05] And those are the three things that I see that scientists do wrong with respect to storytelling and. And if I get add Sam, I mean, look at the news. Look at, so my whole thesis is that scientists have sucked at marketing. Like since time began, they just have, if you look at the case, scientists, our value less than almost every other profession on the planet.

[00:20:31] Now things shifted at the beginning of COVID everybody got, Oh, pretty excited. Right. And that's even what, what my book is about. Like, you know, the battle for humanity and how science saved us. Cause I wanted to expose the value of scientists and they were in the news 24 seven, and it was fantastic. And everybody's like, ah, yeah, I'm sick of science.

[00:20:49] What do you mean? It's going to take years to produce a vaccine, forget it. I'm out. And scientists missed the moment. They should have come back, hitting hard with every scientist on the planet and every organization supporting research, contributing to a global marketing campaign to talk about the value of science.

[00:21:11] Sam Kamani: [00:21:11] That is so cool. So true. Um, I would like to put my 2 cents since then as well. And, and I think the time is just need to make science sexy again, you know, it's, it is just like, um, It's like, if someone went and talked about battery technology, it won't be that fun, but Elon Musk can, you know, build the most valuable car company in the world based on battery technology, because he has made it fun.

[00:21:38] He has made it exciting. And, and that's just what you need to do. It's like, I'm just like, You know, sports and things like that are fun. Um, and, and glamorous. So they, they just need to work on the PR side of things if they want to move humanity 

[00:21:56] Loralyn: [00:21:56] forward. That's right. And, and there's also sort of like the dark side, I mean, but it's an interesting story.

[00:22:02] Like Elon has spent days sleeping on the floor of the factory. Like he's got his hands right in there and he's doing it. And so people connect with that level of authenticity and that work ethic, well, scientists have the same. Scientists sleep in their office, you know, offices and cops and everything.

[00:22:19] Yeah. Numerous times, especially with all this COVID research. I mean, people don't realize that the pace is absolutely exponential eventually faster than it's ever been. So people are not sleeping. They're not going home working at the bench 24 seven. I may need to have a PR campaign around that and say, dammit, they're trying hard, like really hard so that you save the rest of us.

[00:22:42] Sam Kamani: [00:22:42] Yeah. Yeah. Um, and, and I think that's pretty much what's needed, as you said, it is the, it is the knowledge of what the sacrifices they're making and yeah. Maybe a reality TV show. That's what it is because pretty much to me, Elon Musk is a living reality TV show unfold across the whole planet have spreading it through his 40 million plus Twitter followers and whatnot, other social media followers.

[00:23:11] So yeah, that's what science needs more, more champions to, to promote it. Um, so, so yeah, no, that, that is, um, great. 

[00:23:21] Loralyn: [00:23:21] Um, 

[00:23:22] Sam Kamani: [00:23:22] I have got just a few more questions. And one of that is that, you know, if you are starting now, what advice would you give to yourself? So say if, you know, if you could go back and give your youngest stuff 20 years ago, Some advice on your career trajectory and all that, what would you have?

[00:23:42] What advice would you have? 

[00:23:44] Loralyn: [00:23:44] Follow my own instincts. So this is the, you know, I don't want to blame my parents, but you know, part of the podcast, I want to go to journalism school and my parents said, no, you need to get a real degree. So I thought, well, I guess a master's in science and a PhD in molecular biology constitutes a real degrees.

[00:24:01] So that's what I'll do, but I really should have stopped off at the master's level and done an MBA. Cause I was always more attracted to that whole commercial side of trying to convey the message and connect with users and, you know, drive readership, drive revenues. Drive engagement, drive customer satisfaction, build the brand.

[00:24:23] Yeah, but I wanted to do within the science field cause I've always been fascinated. And as I tell people, I am a STEM and want to be a model, you know, for young girls and say, yeah, yeah, you know, you can, you can have it all. You can have painted fingernails and cool clothes and still work in 

[00:24:39] Sam Kamani: [00:24:39] tech. Oh, absolutely.

[00:24:41] Absolutely. That's great. Um, any, any secrets to do connecting with your users? Because every founder needs to connect with the user. Doesn't matter, you are a completely tech heavy or a business heavy industry doesn't matter. 

[00:25:01] How do you find that someone does shine that light on it?

[00:25:07] Loralyn: [00:25:07] So one of the philosophies I follow is stand in the rain, right? And if you, the whole mindset around that is if you stand in the rain of other people, you're bound to get wet. Yeah. So that was one of the things and my, this is my hope take it, but like, it's not sort of a secret to share with other founders, but it is my secret two years from now.

[00:25:30] I want to be giving my Ted talk that talks about the pre-marketing marketing strategy. I've spent a career doing anti-marketing marketing in science because no one wants to be pitched. So it's all gotta be data and credibility and stuff. So it's like, anti-marketing. To get in credibility and thought leadership, but you're not really marketing and saying, Oh, look at this glossy fabulous thing.

[00:25:50] It's the same thing for founders. And to drive engagement is start connecting with other people on LinkedIn, who are your influencers, that if you had your choice and you could stand in their rain and catch one Wayne drop. Who would those people be interact with them? Reach out. Don't be afraid, but don't go in cold.

[00:26:10] So there's some superstar like Elon Musk, Hey, Yuan, you know, cool battery. I mean, you know, come on, right? Yeah. So you've got to work your way. Yep. Build like karma points, credibility points. It's the same kind of thing. But you got to start from day one. 

[00:26:29] Sam Kamani: [00:26:29] Excellent. I am going to make coats of this and put it on Instagram, your name underneath stand in the rain, such valuable advice.

[00:26:38] I have seen that diamond time, again, like even with my friends who are podcasters, who inspired me to get started, 

[00:26:45] Loralyn: [00:26:45] they had their podcast 

[00:26:47] Sam Kamani: [00:26:47] and someone who had like, you know, 350,000 or a million followers and all that. And she commented on their thing and. Put his podcast link out to 

[00:26:58] Loralyn: [00:26:58] her followers, just 

[00:26:59] Sam Kamani: [00:26:59] that she enjoyed it this episode or something, and immediately, um, they vent to like, you know, in the top 10 in multiple countries and all that.

[00:27:08] So, um, it can happen. Um, and I have seen it happen multiple times. So many people have got their brain just like that by standing in the rain or standing on the shoulders of the giants. 

[00:27:24] Loralyn: [00:27:24] Yeah for sir, like we all stand on everybody else's shoulders, right? Like we build on where we're not that original and we're not that special.

[00:27:31] There's a large body of work and effort that's come before you, each of us. And you know, we stand on those shoulders, but it is about that. Like, we're, you know what one person away, maybe two people away from who we need to meet and you never know. 

[00:27:47] Sam Kamani: [00:27:47] Exactly is especially with LinkedIn. It's magic, LinkedIn.

[00:27:51] It's great. 

[00:27:52] Loralyn: [00:27:52] Um, 

[00:27:55] Sam Kamani: [00:27:55] I have this last three quick fire questions. And first one is, is there any book that you are reading right now? 

[00:28:02] Loralyn: [00:28:02] Yes, I'm reading essentialism, which is kind of ironic because I'm somebody who has 8,000 things on my to do list. And it's also part of the reason why I need the book, but it's like really about like, what can you cut out?

[00:28:14] Cut out anything that's not serving you. Be it on a personal or professional side. And that's the bottom line. You didn't need a whole thick book to read now I've saved at the time, but it is really important to keep that top of mind 

[00:28:26] Sam Kamani: [00:28:26] sounds a bit like Marie Kondo for your task list. 

[00:28:31] Loralyn: [00:28:31] Yes. Do you find joy in this?

[00:28:33] Cause it does not spark joy do not do it right. 

[00:28:35] Sam Kamani: [00:28:35] Exactly. Like you say that, um, second one is, is that any podcast recommendation and what's your podcast called? 

[00:28:44] Loralyn: [00:28:44] So my podcast that I run is called women in tech, like a boss. 

[00:28:48] Sam Kamani: [00:28:48] Yup. 

[00:28:49] Loralyn: [00:28:49] Yup. And of course I highly recommend that your listeners jump over and tune in because we feature a large number of women, guests, female founders, but also some interesting male guests as well.

[00:29:00] So kind of equal opportunity. And we had a tremendous guest last week, Sheila North, she is the one and only female that has ever served in the role of grand chief of a tribe, the first nations Cree nation. And she had some phenomenal insights there on indigenous peoples and their needs and where that's going.

[00:29:19] So you can find all kinds of interesting people. So I do recommend that podcast. 

[00:29:25] Sam Kamani: [00:29:25] Yes. That's great. Yup. I've introduced after this. I will introduce you to someone who is building an app to promote languages that are being lost because every, I dunno, something like every week or two weeks, a language is lost from the, from the world, which are just spoken languages.

[00:29:44] So it's an app to tell stories. In indigenous languages that other people can follow and all that. So, um, amazing, amazing founders. So yeah, I'll introduce you to her after this. 

[00:29:56] Loralyn: [00:29:56] Yep. Fantastic. 

[00:29:59] Sam Kamani: [00:29:59] And, um, last I'll put all these links by the way, for anyone listening, I'll put all these links in the description and everywhere that goes out to find the other question is if you had unlimited.

[00:30:12] Time, money, resources. Um, yeah. What would you build? Um, what would you work on? 

[00:30:20] Loralyn: [00:30:20] I would put everything into what I'm doing now, because I really believe in the power of coaching. If I had had coaching, I wouldn't have been in some of the pickles that I found myself in when I left Silicon Valley and rode that way from.com to dot bomb.

[00:30:35] And then it was like, you know what, next? And went spiraling. And I would just love to be in a position where I worked with. Different people and had, you know, unlimited amounts of money and access where we can bring all this tremendous knowledge to the eighties, 800 million high school and college students worldwide and say, Hey, life's really tough right now with COVID need adaptability and you gotta be successful and be prepared to change and evolve, and let's build those soft skills into you.

[00:31:06] Make them power skills. So I go all in Sam, all in. Oh, 

[00:31:11] Sam Kamani: [00:31:11] that's great. Does that mean even looking for funding for your, um, for this platform that you are building? 

[00:31:19] Loralyn: [00:31:19] Yes. Cause my money's running out.

[00:31:24] Sam Kamani: [00:31:24] Okay. That's good. I'll have a look. I've got all your links. I will put them out the, in the description, but for anyone that wants to connect with you, reach out. Do you, um, what's the best way. 

[00:31:37] Loralyn: [00:31:37] So lorilyn@steerus.io, and nobody can spell my name. So it's L O R a L. Y n@steersterus.io. 

[00:31:51] Sam Kamani: [00:31:51] Fantastic. And I'll put your link to your LinkedIn and other platforms that you are active on, so, yep.

[00:31:57] All good, but thank you so much for being a guest here. And it was an absolute pleasure and I got to learn so many things about storytelling and how technical founders can get their message across. So thank you once 

[00:32:11] Loralyn: [00:32:11] again. Thank you for the opportunity, Sam. I really appreciate it. And we'll be tuning into your podcasts regularly.

[00:32:17] Great stuff in there. Lots of insights. All your guests. 

[00:32:20] Sam Kamani: [00:32:20] Thank you. Thank you

[00:32:21] so much for listening to this episode of one money, got money with Sam Kamani, hope you enjoyed the show and got some valuable insights that would help you in your startup or your business. Yes. If you haven't already please subscribe and rate the show on your favorite platform, it would be excellent, extremely helpful.

[00:32:42] And I just cannot tell you how much I would appreciate that.