Marketing Differentiation: Doing Well By Doing Good with Scott Cantrell

Welcome to another episode of The Authentic Change Podcast, I am Mike Horne, your host and I am joined today by Scott Cantrell who is the founder of Smart Solutions Media. He founded Smart Solutions Media to help coaches, consultants, and other business experts bring clarity, confidence, and control to their marketing efforts. Using proven strategies, we help our clients to establish authority in their marketplaces so they can fill their pipelines with quality leads. In today’s episode, Scott shares his way of thinking about how people build credibility and authority in the marketplace, and how this intersects with integrity and authenticity.

• [1:50] Scott introduces himself and his work at Smart Solutions Media addressing market, message, and media.
• [6:21] What drives an individual to move to market and to bring value to the world?
• [10:02] Successful people are driven by a bigger purpose than just benefiting themselves.
• [13:30] How do you choose a bigger mission over self-benefit?
• [15:08] Identify which group is going to benefit the most from the work that you do.
• [15:41] A lot of entrepreneurs start by asking what is needed in order to create a successful business that addresses a demand in the community.
• [19:30] Scott shares what his experience in many industries has shown him about a common challenge that people struggle with: The question of differentiation.
• [22:29] In order to be authentic you have to be willing to be vulnerable.
• [23:55] Credentials are important but someone who brings a little more of who they are to what they do creates a bigger impact.
• [27:03] Scott shares an example of displaying empathy in a crowded marketplace.
• [30:45] Scott talks about how trust is built.
• [32:11] Why are people so attracted to “the shiny new object”?
• [34:55] Scott shares about the outcomes of a successful engagement.
• [37:04] Clarity, confidence, and control.
• [39:33] If you have meaningful value in the marketplace, that is not just a business opportunity, it is an obligation to share that value with the world.