Brett Ryan

Customer churn hits hard when you’re not just a vendor but part of the team. My team and I invest in our clients’ success. So when things go wrong, it’s personal - sadness, frustration, and anger are all part of the mix. Someone asked me today why I care so much. Honestly, I can’t help it. We work hard to drive outcomes, but sometimes we get so focused on the bigger goal that we forget to celebrate the small wins along the way. And when the budget tightens, we’re often the ones cut because we’ve positioned ourselves as a tool that can do it all. But why did they trust us in the first place? What were they hoping we could solve? It’s time to focus on what our key stakeholders need in a solution - and in us. Track the progress. Celebrate the small wins. Don’t lose sight of why clients chose us in the first place.

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Searching for a job in this market reminds me of my experience growing up in rural America. When times are hard, and you’re a good person, your community bands together to take care of you. Growing up on the farm, we didn’t have a lot. But what we did have was love, kindness, good deeds, and community. We volunteered. We gave what little we had to give. We showed up for people. When someone in the community was going through any kind of loss, you showed up with a casserole. That’s just what you did. No meal train sign-ups. No questions asked. You sat with them on the porch. You absorbed their pain and did everything at your disposal to help. You never expected anything in return, so when the tables turned and you were in need, you were always surprised and overwhelmed by the way your community showed up for you. Then I became an adult. As a first-generation college student who had to work full-time to put herself through school, nothing was handed to me. My father was a maintenance man and my mother cleaned other people’s houses for a living. Nepotism was an unfamiliar concept, but love and encouragement were bountiful. I received it and learned how to give it. There were no freebies, but because of the encouragement I received, I always believed in myself, so I was able to convince a few good people to take chances on me along the way. And in return, I’ve always invested my own time and energy into giving others chances. I’ve always lifted others up before myself and have felt immense joy when watching others shine. And so once more, as I find myself needing help, I am filled with gratitude for all of the wonderful people who have shown up in my global professional community to help lift me up. Some of you are old managers, and some are old mentees and direct reports who have grown into your own product marketing careers. Many of you are folks who have worked with me in one capacity or another and wholeheartedly believe in my worth. Others are new friends who embody this same spirit of community that I do. I appreciate all of you. Like Beyonce says, “Good deeds roll in like tumbling weeds.” And I can tell y’all that I “sleep good and happy” because I know I have my community behind me and I know the immense value I bring to the table. Your connections and encouragement have been my casserole dishes throughout this difficult time. Each of you reminds me that in a world where we can be anything, it’s most important that we all be kind. 

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It drives me nuts that there isn’t more education on how to run customer interviews. Most resources are just generic interview question lists. Talking to customers isn't as simple as asking a bunch of questions and calling it a day. It’s so much more complex than everyone makes it out to be. You need to know how to: -Manage your bias -Avoid their bias -Navigate the conversation -Redirect tangents -Pick up on subtle cues like body language or tone of voice -Build rapport -Probe deeper  -Know when to back off -Incentivize people to open up and be honest Before my psychotherapy training I thought these skills were common sense. But in Month 1 of my program I learned I was doing a lot of it wrong. In fact, in the 14+ years I’ve been doing customer interviews, I still refer back to what I learned in my training. It’s not rocket science but it's not intuitive either. That's why I made a course about how I run customer interviews, so I could teach other marketers what I know. If you don’t know how to get customers to open up on a 30-minute call, you won’t get to the truth about why they buy. And without that, your marketing and sales (even your product) will fall flat. ___ I’ve trained dozens of teams on how to get the gold from customer interviews. If your team is doing interviews and you’re wondering if they’re playing it safe and missing valuable insights (which is very common), DM me “CUSTOMER.” I can train them on your next offsite.

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You should NEVER hire full-time staff for short-term gain. Nike's latest layoffs are about to hit Oregon this summer. I saw a post the other day about Nike's layoffs seeming to follow a season of success. Now I'm not claiming to know the inner workings of the shoe giant. And they definitely haven't asked me for my advice. 😅 But I'm going to give it anyway! Hiring full-time staff for short-term gain breeds: → Mistrust. → A bad reputation. → And ok output. But guys, we're looking at this ALL wrong. There is actually a huge amount of power to be harnessed when it comes to fixed-term contracts, aka, project work. If you advertise the idea that this role will only ever be temporary UPFRONT - you will get what you need for the business and they will get what they need for their career. Giving people the heads up that their employment has a start and end date breeds: → Trust. → Innovation (and pace!) → The desire to maybe work for your company again because they know you have their backs. Talent willingly coming back to your company time and time again? THAT'S the power of hiring for short-term projects with a long-term greedy mindset. You'd be surprised how much incredible talent you're missing out on by *not* hiring project-based or fixed-term contracts. What are your thoughts?

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In the past few years, I've gone from customer success to solutions architect to solutions engineer to real estate photographer to first-generation farmer and startup nursery owner. It’s a juggling act, but one common thread ties it all together. I like building things that matter. This didn’t hit me until having my quarterly performance review today at “work”. Reflecting on it all, here’s what I think I’ve learned. (I’m a work in progress, thinking about stepping out of the shadows) Simpler is smarter. Whether it's plants, code, customer problems, or business, trying to do everything guarantees you'll do most things poorly. Focus matters. Don't underestimate cross-training. Farming teaches patience. Photography sharpens attention to detail. Solution engineering pushes problem-solving. Each skill fuels the others in ways I didn’t expect. Every opportunity to learn will undoubtedly propel you forward. The payoff isn’t always immediate. In farming, you plant a seed and trust it will grow. Work is no different. Consistency and care are key. Show up, give it 100%, excel. I literally planted a seed that won’t flower for 3 years. Commit! Every role I’ve taken on is helping me grow… literally and figuratively. As I work to simplify my life, I’m focusing on impact over busyness. That will translate to ANYTHING I choose to put my mind to in this lifetime. Busy = Bullshit. Life is short, make it count. How are you pruning for growth in your work and life?

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Did ya'll see this? 😮 REI has changed their beloved and well-known return policy because a subset of members have abused it so badly, they had to give this "infinity return period" perk the ax (for reference: this group had an average return rate of 79%). ***The visual of the crunchy-granola, carbon footprint aware, "shop local" tote bearing, trail runner finishing a 50k and walking into the store to return their used HOKA shoes is palpable!*** 🤔 I thought this was interesting especially as you hear other retailers with generous return and exchange policies doing the same (think Nordstrom, Target, and in some ways Amazon). All of these companies share loyalty amongst their patrons. However, as a business, returns are expensive and have a high cost to business operations so reigning in the abuse of these "serial returners" make sense. I am interested to see 👀 how this will affect revenue or have other tangible business impact. As an REI member for close to 20 years, I understand why they had to do this... especially as they compete with online-only outdoor retailers. As they say, this is why we can't have nice things. https://lnkd.in/gqEdyHYn

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One more thing to mow around. A few years ago, we built a greenhouse for my wife, Susan. Since then, we’ve added landscaping features like trees, sidewalks, planters, birdhouses, and a birdbath - lots of stuff, really. Now, anytime she asks my thought on adding something new, I reply: “That’s just one more thing for me to mow around.” If you don’t do much grass cutting, you may say, “Pshaw. What’s the big deal?” If you do cut grass, you know the aggrevation of going around obstacles. Same goes for your business. When renaming, reorganizing, shifting, or adding new experiences, do they add true value? Or are you really just creating a mental version of “one more thing to mow around”? Consider how you feel about changes like rearranged shelves or altered hours at a place where you regularly go. Bet you don’t like it, do you? Often, these kinda changes require subtle, extra effort from loyal customers as they adapt. Be careful not to add unnecessary effort when it comes to doing business with you. Make sure any new addition is a genuine improvement… Not just one more thing for your customers to mow around.

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Most of you won’t know till it’s too late The year is wrapping up and companies are going to continue to do layoffs Every org I’ve worked for in the Saas space has now done a round or more of layoffs ultimately affecting people I’m close with Each person saying they’re going to take some time before looking again They got a decent severance and they’re going to use it to rest and recover My one piece of advice to anyone thinking the same thing DON’T WAIT Listen up… Applications and resumes don’t mean shit anymore There are AI platforms people have develop to apply at mass, clogging the application well Which results in screening apps making it nearly impossible to move from a blind application to the intro call Timeline…get ready for the long haul Average time it takes for people to land there next role, 4-5 months With a single interview process taking an average 2-3 months to complete And that’s if they don’t decide to push it, which, rid the season Show up and show off Competition is crazier than ever and if you’re not willing to go the extra mile, bet your ass someone else will If you aren’t networking like a sales person at a SaaS convention, here’s your sign 💢 80% of my interviews came from referrals or intros from connections I’ve made on here 💢 19% came from previous customers or prospects that I built rapport with 💢 1% came from applications I submitted directly…and I applied like it was going out of style No one has ever said “I wish I didn’t connect with so many people” Build now and thank yourself later #hiring

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I know a lot of folks are scared about what 2025 holds for them professionally with the potential budget cuts. Three thoughts: 1. I am rarely comforted by the bureaucracy that is the government, but in this case I am. They can't just cut jobs and departments without approval, and you have access to what cuts are proposed which can help with preparation. I clearly am not an expert so those who know better, please correct me, but I have to assume there will be some warning or what's to come before it impacts you. 2. Please know there's a large community of folks out there who have experience layoffs in the last few years and are happy to offer tips for navigating the job market or even just a listening ear. This is not unfamiliar territory for much of the workforce at this point! 3. Resumes and hiring processes can be quite different from government processes so it may make sense to start familiarizing yourself or even putting out some practice applications now so you can see how your skills line up with the job market and maybe even do some practice interviews. 4. You could also use this time to begin building those networks, expanding your skills, etc. so that should you find yourself in a job search, you're a stronger candidate in 6 months than you are today. Job loss is scary and the trauma that it creates cannot be underestimated. At the same time, right now, all we're hearing is ideas and conjecture. So it's a good time to lean into development and preparation. Hopefully, there's minimal impact on the workforce, or any job loss is offset by even greater job creation. But if it does happen to you, please know that there's a community out there ready to support you!

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🔪 When Kim Kwock and I were at Slalom- waaaaay back when - she used to say: "take time to sharpen your knives." By which she meant, continue to carve out time [pun intended] to improve how you work - don't _just_ do the job; get better at doing the job. [Did I get that right, Kim?] A skill I am always working on: Communicating in a way that helps people [especially Execs] see inside my mind. just took a Slack to an Exec from: "the interest we get from this proposed email partnership could be a good gauge of how worthwhile their email audience." to: "The interest (aka attributable clicks) we receive from this proposed free Giveaway Email send would be a great gauge of how qualified their email audience is for us and could inform future investments in this partnership. I recommend we do it." Some of the feedback I have received over my career is around slowing down so that people understand the mental leaps I am making. I have always liked to talk quickly and take action quickly. But as I get better and better at receiving feedback [ie, asking follow up questions, pondering the feedback from many angles, staring it right in the face] - I understand more and more things I can do to improve how I work with others and the scale of the positive impact I can make. I find it fulfilling to improve and very fulfilling to communicate effectively! Do you have more ways I could have improved the edits I made to my Slack to the Exec re the partnership opportunity? Hit me with #feedback! 💙

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Yes! Being able to prove business value is just as important as being able to drive engagement. The first step is always to align with your company's business goals, and then build programming from there.

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Filming these videos was the very last thing I did at INBOUND - I was EXHAUSTED 😅 And let's be real...exhaustion is one of the many emotions that's relatable for a lot of folks who work in RevOps. It might seem that there's never enough time in the day to learn HubSpot, strategize on workflows, tinker with integrations, enable the team, and create visualizations of data for leadership. If you feel overwhelmed, stressed, defeated, frustrated, etc etc etc about RevOps... Maybe it's time to pitch your leadership on a fractional RevOps approach. A true RevOps department performs six separate functions - it takes a team to do it right!

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I loved the Oregon trail computer game at school. There is a comedic movie being written as we speak, which will be epic! In its honor, I’ve prepared some business lessons from the OG game: 🎮 1. Resource management is everything. Just like choosing between bullets and bacon at the general store, sometimes you have to make tough budget calls. (Though thankfully, modern Q4 planning rarely involves fording rivers) 2. Your pace matters. Push too hard and your team burns out. Too slow and you miss market opportunities. The sweet spot is somewhere between "grueling pace" and "taking it easy" - just ask my digital oxen. 3. Always have a backup plan. Lost a wagon wheel? Better have a spare. Key team member leaving? Cross-training saves lives (literally, in 1848). 4. Data-driven decision making isn't new. Our pioneer ancestors were checking weather patterns, asking locals about trail conditions, and optimizing their route. They just didn't call it "analytics." 5. Sometimes you have to take calculated risks. That river looks pretty deep, but there's opportunity on the other side. Sound familiar, startup folks? 6. Those mini hunting games were like early zoom meetings, everyone shooting wildly and hoping something productive happens. 7. Never trust a stranger offering to help you cross a river. Some things never change. 🐎 What other (albeit traumatic) lessons did you learn from Oregon trail? #BusinessLessons #OregonTrail #Leadership

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Raising Up Rural 4/29/24 Publication It was a toss up which article to post in our 4/29/24 RUR edition because there were multiple stories that gripped my attention this week. Quick synopsis, don't forget to vote! Early voting ends tomorrow, 4/30 and two intriguing articles this month were, "Forever Chemicals" which are found in so many rural and urban cities & counties (to read this article and see the full list click the link below to RUR) and "Vulnerability of Rural Public Utilities". "Vulnerability of Rural Public Utilities" 4/29/204 Raising Up Rural In January, a cyberattack, orchestrated by a shadowy Russian hacktivist group, targeted the water system of a small Texas town, causing it to overflow—an alarming episode that highlights the vulnerability of rural public utilities to foreign cyber threats.   This incident was one of three separate attacks on rural communities in Texas. Despite the attempts, local officials assured the public there was no imminent danger, and all incidents were promptly reported to federal authorities.   Mike Cypert, city manager of Hale Center—a town with around 2,000 residents—revealed that their firewall encountered a staggering 37,000 login attempts in just four days. Fortunately, their proactive measures, including disconnecting the system and resorting to manual operation, thwarted the attempted breach.   In Muleshoe, situated approximately 60 miles away with a population of about 5,000, hackers managed to trigger the water system to overflow before it was shut down, and taken control of manually by officials.   Cybersecurity firm Mandiant recently linked at least one of these attacks to a clandestine Russian hacktivist group dubbed CyberArmyofRussia_Reborn. This group has claimed responsibility for similar assaults on water facilities in both the United States and Poland earlier this year, garnering little attention until now.  Notably, CyberArmyofRussia_Reborn is suspected to have ties to the Russian military hacking unit, underscoring the seriousness of these cyber threats.   Although Lockney, a town roughly 25 miles east of Hale Center, with a population of around 1,500, managed to fend off cyber attackers before they breached their water system, the incidents serve as stark reminders of the vulnerabilities faced by rural communities. Last year, the Cybersecurity and Infrastructure Security Agency (CISA) issued an advisory following hacks on U.S. water facilities in November, attributed to Iranian state groups targeting facilities using Israeli equipment. To read the full story, visit www.raisinguprural.com To be part of the Rural Trend, subscribe to Raising Up Rural and don't ever miss an issue. Interested in advertising, please email us to learn more about sizing and costs.

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Thanks to Jennifer George who wrote this in such detail and by using such apt examples. Observing Leadership in Action: Boeing and Starbucks It's fascinating to see how Kelly Ortberg at Boeing and Brian Niccol at Starbucks are navigating their respective turnarounds. Both are leveraging their company's heritage and engaging directly with front-line teams, which is a powerful approach. Key Takeaways: 1. Heritage as a Guiding Light: Embracing the company's roots to drive future success. 2. Engagement with Front-Line Teams: Real insights come from those on the ground. 3. Clear Problem Statements: Identifying and naming the core issues is crucial. 4. Structured Change Frameworks: Simplifying complex changes into actionable steps. 5. Managing Expectations: Acknowledging that meaningful change takes time. As rightly brought out by Jennifer George, it's inspiring to see how clear communication and respect for the company's legacy can pave the way for successful transformations. #changecommunications #leadership #ceotransition

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🔍 Seattle Job Seekers! Fresh hybrid and remote opportunities have just been posted at Chewy and Qualtrics! 🚀 Whether you're looking to work from home or prefer a flexible setup, now is the time to take action. 👉 Check out these roles on Built In and jump on the chance to land your next great gig. What do you have to lose? 📝✨ If you need instant help revamping your LI profile or Resume before you apply, send me a DM, I have room right now to help two people. #JobSearch #SeattleJobs #RemoteWork #HybridRoles #CareerOpportunities #BuiltIn #NowHiring #ChewyJobs #QualtricsJobs #ApplyToday

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It's almost been a week since I was laid off. Last night, I took my kids to see Inside Out 2, and it reminded me that sometimes you need to reassure yourself that everything will be okay, even if it's just through self-affirmation. When you get laid off, your anxiety hits an all-time high, much like the new emotion introduced in Inside Out 2. There's a scene where anxiety is spinning in circles, mirroring how I feel every day, with a sprinkle of dread. Usually, I am happy and choose to smile because I know things could always be worse. However, when things are out of your control, you force a smile on your kids, family, and those who reach out. Self-doubt is natural, and watching Inside Out 2 explain these emotions in a way kids can understand was terrific. Today, like in the movie, I am telling myself, "I am a good person." I am a fantastic coworker and hard worker. I always try my best to uplift others, but I still see anxiety creeping in. This is my third layoff in two years. The last one took me eight months to land a job, and I hope it takes less time this time. I see what I'm up against again, along with all the amazing people like me who want to work. I write this because I know what many of us are going through. Our anxiety is through the roof, and we all want to support ourselves and our families. Thousands of people are out of work right now, feeling the same anxiety. Please check on your friends, former coworkers, and family. If you know of any open roles, post about them, tag them, like their posts, or send a message. Today might be the day you help someone's anxiety turn into Joy! #Pixar #HireMe #RIF #Laidoff #OpentoWork #anxiety

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Happy 🌍 Day! 🎉 Life update: we are moving back to Colorado this summer and I cannot wait to be back in a place where there is so much climate progress happening 🌱 AND, moving is wasteful. Especially with a family of four. Especially when two of the four people are tiny humans who outgrow all the things, all the time. I've been dreading the amount of waste that this move will create. BUT, I've been pleasantly surprised by how many circular options exist. Here are a few ways I've tried to reduce our moving footprint: 👟 recycled old sneakers at the local running store 🛍 donated clothing to a local charity that is committed to distributing it within the community 🧥 took advantage of Patagonia's 'Worn Wear' program and exchanged worn-out jackets and fleeces for store credit 🕴 Donated old suits and workwear to Dress for Success Worldwide 👖 recycled old jeans at Madewell for store credit 🧘‍♀️ recycled lululemon workout wear for store credit (you see a pattern here) 💰 filled six For Days take-back-bags with clothing that couldn't be donated 🛋 consigned furniture that won't work in our new home 📚donated books to the local library and our school It's not perfect, and I know there will still be unnecessary waste throughout the process, but finding the places where we can reduce our impact is my goal. What am I missing, what other tips can we share to reduce the impact of summer moves? Happy Earth Day - 💖 our mother 🌎!

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PMs, don’t be a hipster. 🙄 Or at least, be cool about it. 😉 Odds are, you’ve been thinking about the features on your roadmap longer than anyone. But no one cares that you had an idea before it was cool. What’s cool is your team and stakeholders telling you *they* like your roadmap and want to help you achieve it. So be cool. Don’t make being the ideas guy a personality trait — have the ideas, and focus on getting your people excited about what to build next. How do you like to share out on new ideas for your problem space?

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