Each of these questions ties back to your brand and the purpose of your business. When a customer experiences mixed signals they will hesitate – or worse – decide to move on to a competitor, costing you far more than you realize.
I have cracked the code of making businesses more human. It is about recognizing and understanding the vulnerability of those you serve, being there when they need you, and responding with purpose-driven authenticity.
Creating a bond with those you serve is important. Each interaction represents an opportunity to make a difference in their world. You want a connection that is real and purposeful not transactional – one your client’s value as much as you do.
Amy’s expertise in, and mastery of, strategic marketing and communications is matched by few others in the healthcare business – in both theory and practice. Not only does she have a keen perception and awareness of the needs of her clients, but through systematic analysis, she is able to develop focused, results-oriented strategies and a step-by-step road map…
Amy has been a huge asset to my company. We have worked together for several months planning and executing a marketing plan and re-launch of my company. Without Amy, it simply would not have happened. She kept me on track and brought calm and expertise to the table. I highly recommend Amy and her company…
On multiple occasions, Amy Austin provided outstanding support to HPE Financial Services. First was related to the messaging development of a new virtual platform. The content required Amy to quickly learn an industry and topic in which she was not familiar. She did this quickly and with ease. The second engagement was on a 6-month…
Besides being friendly and efficient, Amy was able to help us streamline our business direction and goals to develop a focused, detail oriented business plan. She provided an excellent foundation and road map for where we are headed in the immediate and distant future. She keeps lines of communication open, which is essential to a…
Working with Amy on the marketing strategies of our large plastic and cosmetics surgery group at the University was a joy. She provided the expertise and essential insight needed to move our goals and projects forward. Professionally she did everything possible to make our goals become reality and broadened our view as to the potential…
This podcast archive includes links to The Pursuit of Purpose episodes and show notes. The Pursuit of Purpose with Amy Austin focuses on how we all are actively pursuing a purpose bigger than ourselves – in both our personal and professionals lives. Additionally keeping purpose and intent at the forefront of business decisions creates a…
My own target audience challenge was called out this week. Maybe saying it was ‘called out’ is too harsh, but the words “it is not clear who you work with” felt like a gut-punch. Then the waves of guilt, feeling like a fraud, hypocrisy flooded my mind. Classic imposter syndrome. How did I get there?…
There are many business strategies influenced by your target audience. And yet often businesses try to be all things to all people, especially when just getting started. And I admit, I’ve been there. In marketing, if you are trying to talk to everybody, you’re not reaching anybody. In the beginning, there is pressure to make…
A purposeful conversation with Suz Carpenter Do you really know your target audience? Knowing exactly who you serve has many benefits, one of which is having clarity in the conversations you have with them. In this week’s Pursuit of Purpose, Suz Carpenter and I discuss her ideal client avatar – Jessica – and how she…
August 2020 Favorites File Reviews, experiences and fitting in are the three primary topics for this month’s favorites. Each of these has a role to play in building a brand. Starting from a place of purpose and intention will make each of these aspects of business easier. Reviews (and ratings) It was not long ago…
A purposeful conversation with Bonnie L. Frank Bonnie L Frank launched her business through consistent use of live video. We frequently hear that video can lead to greater social media awareness and following, and Bonnie is proof it can lead to big results. After years of being an influencer, Bonnie decided to build a brand…
Leaning into your brand during a crisis allows you to share and showcase your brand values. Your business will prove it is more than a business. Iowa recently experienced a significant weather event called a derecho. And the path of destruction left for individuals, businesses and government to clean up will forever change the community.…
A purposeful conversation with Bonnie Gillespie Our highlight reel is a reflection of our legacy. When thought of in response to the question “what’s on your highlight reel as you’re holding a gold statue in recognition of your work?” it is the destination of the path leading to your future. This is a question Bonnie…
Unlearning. As professionals, and as humans, we have habits, thoughts, and routines that would serve us better if we’d unlearn them. What holds us back from being confident in sales conversations? Why do we hesitate when it comes to launching a new product or service? Do we compare ourselves, our skills, our success to others?…
‘What ifs’ have been popping up around me a lot more frequently this month. Normally this would be my Favorites File episode but I found my thoughts circling around questions and unknowns instead. So many ‘what ifs’ lead to more and more questions and potential changes in direction. If one thing is certain during 2020,…
Radical soul care is the phrase Krista Resnick, life coach, uses to guide women to uncover who they truly are – they are not the book they wrote, the trophy they won, or the car they drive. Those are things but not your identity. Purpose is much deeper than that. It is in your DNA…
Clarity, consistency, and confidence are three words you’ve heard a lot from me and will continue to hear. As I kick off the second year of podcasting, I spend some time in episode 51 reflecting on how the last year of podcasting has reinforced the value of these three words in the work I do…
Empathy in marketing may seem like the new buzzword, the new shiny object to grab our attention. But for me, it has been foundational throughout my career. In fact, I cannot imagine a successful marketing strategy that doesn’t, in some way, tap into empathy. Empathy is the action of understanding, being aware of, being sensitive…
How are you doing with diversity in marketing? Have you made an effort? And if so, are you acknowledging diversity in a way that shows you know and understand your audience. The last two weeks has shown a bright(er) light on the many layers of racial inequality in our society. It took me a long…
23 leadership lessons in 25 minutes is my summary of 90 ideas in 90 minutes hosted by the Corridor Business Journal on May 28, 2020. This annual event brings together nine business leaders of the Eastern Iowa Corridor to share their 10 best lessons or words of wisdom in 90 minutes. I’ve never attended the…
Empowerment is created by building confidence in your ability to respond. It is your call to action. This is what we want our marketing tactics to do. Whether it is messaging for a specific tactic or building the overarching image of your brand, you want your audience to be confident in their decision to build…
Engagement is more than likes and shares, downloads, comments or other forms of actions taken as a result of a marketing message. That definition is typically top of mind for most marketing efforts. I am going to challenge you to think of engagement as more. Over the last two episodes, I’ve talked about using educate,…
Bring education to your marketing tactics will ensure you are covering all the bases of what your audience needs to know about you, your services, and why they need you. Have you considered that your marketing efforts are a form of education? We need our audience to learn about us, what we stand for, how…
The goal of marketing is to educate, engage, and empower the people you want to reach. I encourage you to use those three words as a checkpoint for the effectiveness of your efforts. Each is a layer needed to achieve a goal. Educate is the backbone. Engage is the mind. And empower is the movement…
The last six weeks have been anything but predictable and certainly not the normal as we’ve come to enjoy. But is it a change for the better? I think there are several things that have changed that will continue going forward as we move past the pandemic and into the “new normal” we’ll live in…
Content marketing strategy is important, now more than ever. Your customers and clients still need you – but maybe in a different way or a different timeframe than before the pandemic. Creating a content marketing strategy that works can be achieved by asking good questions, getting comfortable with a platform to deliver the content and…
There comes a time when video documentation of your stories and business important. But how do you do that? And when do you do it? During my conversation with Jillian and Matt Love of Love Creative, we talk about the importance – especially in times of crisis or transition- of capturing the events happening in…
How does a business know when to pivot? Typically a pivot occurs when a company makes a fundamental change after determining their product isn’t meeting the needs of their intended market. And this pandemic may be the reason your product or service isn’t meeting those needs. If you are considering a pivot, it is important…
March has not gone as planned. The Covid 19 virus made sure of that. And as such productivity and first times for a lot of things have been top of mind for most people. This episode should be dedicated to favorites – and while I am very fond of both of the things I feature…
During times of uncertainty, it is always a good idea to be intentional. This may seem challenging when so much feels out of our control. Over the last couple of weeks, as the pandemic pushes all our will, there have been so many posts offering encouragement on how to navigate this time. I don’t have…
This past week our collective lives went from routine to frantic almost overnight as the country shifted from an observer to an active participant in the Covid-19 pandemic. And those of us in the small business space, whether owner, employee, or solopreneur, are left wondering what the coming weeks will look like for our business.…
Are you setting boundaries for your brand? Boundaries are just as important for your brand as they are for business/client relationships or your personal work/life balance. Established boundaries help clearly communicate expectations, roles, responsibilities and rules – all which lead to respect. Respect for your time, talents, resources, and you individually. Why set boundaries? Your…
Again very different topics in my favorites for the month of February – but all very interesting. Statistics?!?! Seriously, if you know me at all, you are in shock that I’m talking about statistics. I’m the one who studied for the college math placement test to get out of taking any math in college. But…
“I’m too busy.” “My to-do list has a mind of its own.” As busyness has become more and more accepted as the “norm,” have you thought about how busyness impacts culture and brand? In this episode of The Pursuit of Purpose, James Mayhew and I talk about how busyness reaches beyond the individual and creates…
Is your ideal target audience in your stories? Are you recognizing your ideal target audience when you see them? If you answered no to those questions, you are not alone. It is not all that uncommon for businesses to believe they do all things for all people or have a much broader target audience then…
“Customer experience is proactive. Customer service is reactive.” This quote from Joey Coleman has helped provide me with much-needed clarity regarding the difference between experience and service. Having the context of experience being proactive, meaning anticipating and creating the experience we want our clients to have, is impactful to our businesses. Why wouldn’t we want…
Branding. Motivation. And a Legend. These are the three topics for the January Favorites File. And the thread connecting them all together is purpose. Branding. Yes, I talk about branding almost every week. Earlier this month, Nick Westergaard interviewed Kerri Finch on his podcast – On Brand. The episode was titled “The Secret Sauce of…
When was the last time a brand experience with a brand excited you? Do you think your brand is exciting your customers? To help you do that, here are three tips to improve the customer experience. 90% of customers believe when it comes to delivering a good customer experience, most brands fail to meet their…
Your strengths are your stories. And how you tell your stories makes a big difference in how the story is received. In this episode of The Pursuit of Purpose, I talk with Sarah Elkins about how bringing context and understanding to your storytelling creates shifts for both you, as the storyteller, and the audience. My…
It is not uncommon to see businesses jump into implementing tactics they THINK are going to solve their problems, however, tactics before strategy rarely work. Maybe the problem is visibility. Maybe it is not enough sales or clients. But they think the road to solving that is building a website, shooting a video or placing…
December 2019 Favorites File How often do you think about what is possible? Do you consider yourself a cynic or an optimist? The majority of people spend most of their time filled with anxiety and concern over making a mistake. Imagine if you reacted to a mistake by throwing your arms in the air…
Aligning purpose and work can have a tremendous impact on your job satisfaction, performance and overall well-being. And these three results are good for business. As a business owner, it is important to have satisfied and high-performing team members. Employee satisfaction and performance can be enhanced through professional development opportunities, which include helping the person…
Color matters in branding because it prompts feelings. And those feelings become associated with our brands. So the strategic selection of colors helps solidify our brands in the minds of our customers. Do your homework when planning your brand colors and make sure the feelings associated with the color you select aligns with the feelings…
Becoming epic will mean different things to different people but to Wil.i.am of the Black Eyed Peas, epic means compounding the impact of opportunities when possible. “You’ve Got Mail” offers a reminder that business always has a personal element to it – no matter how big or small the business may be. Becoming Epic Each…
Big Win or Big Joke? South Dakota’s meth campaign drew a lot of attention recently. But was it good attention? Or is it a big joke? It depends on who you ask. As a native South Dakotan, the majority of the comments I’ve seen about this campaign are from friends and family who still live…
Burnout and purpose may not seem logical connection but there is a connection. We hear about burnout regularly – whether it is the signs, symptoms, the prevalence in one profession or another. As our society continues to value 24/7 availability, instant gratification and short-term gains, burnout will exist. These three expectations push us into productivity…
Being a caregiver and running a business is not easy. It isn’t impossible but it most certainly isn’t easy. And as I found out while putting together this episode, there isn’t a lot of information out there to offer guidance when facing this situation. Or if there is, it is hidden under a different string…
October Favorites File Selecting names, productivity, and reviews (online or otherwise) might not seem related but there is a common thread of purpose interwoven among these three. What’s in a name? Names are one of the most repeated parts of your brand – whether it is your brand name, or the name of a product…
Do you know your strengths? Have you heard people talking about their top five and wondered what they were talking about? In this episode of The Pursuit of Purpose, we’ll uncover the importance of your top five – your Strength Finder’s top five. What’s the top five? If you’ve taken the CliftonStrength’s profile, the top…
Do you need competition or a worthy rival? It depends on which game you are playing – a finite game or an infinite game. You guessed it, I’m talking about The Infinite Game by Simon Sinek… again. Finite vs Infinite In a finite game, there are established opponents, established rules and a clear winner and…
Do you achieve an ROI for sponsorships and memberships that you engage in for your business? Is the money you put toward these activities an investment or an expense? If you are questioning whether that membership or sponsorship – or even a conference – is worth the money, think about how the opportunity aligns with…
What is appreciative inquiry? At its heart, AI is about the search for the best in people, their organizations, and the strengths-filled, opportunity-rich world around them. AI is not so much a shift in the methods and models of organizational change, but AI is a fundamental shift in the overall perspective taken throughout the entire…
September 2019 Favorites File What do the infinite game, context and being indispensable have in common? These are all part of my favorite learnings in September. Podcasts, books and quotes Simon Sinek’s new book, The Infinite Game, will be released in mid-October. As part of the book promotion, Sinek is on the interview circuit talking…
Three steps to a killer message. Zach Messler has fine-tuned this methodology. What is it? What does it do? And why does it matter? Define those three steps and you have the start of a killer message for your business. We all know what we do but when don’t understand why it matters, can we…
Building What Works, both the podcast and the online network, represents the culmination of 10 years of entrepreneurship for Tara McMullin. While the path has not been a direct route to where she is now, it is not far from what she had envisioned at the start of the journey. In this episode of The…
Brand strategy is important but is often considered an unnecessary task or busy-work. This couldn’t be further from the truth. A brand strategy, especially when it is interlocked with your business strategy, can make your day-to-day life as a leader, owner, or entrepreneur so much easier. Why is a brand strategy important? I believe when…
August 2019 Favorites File What does friction, a purposeful life, and audio branding have in common? Probably nothing more than making my list of favorites for August. This month flew by but not without some great educational or thought-provoking ideas catching my attention. Purpose and intention is the connection. Here is what you’ll hear about…
Aligning finance and purpose can be beneficial to the health of your business. Does the purpose of your business influence your financial decisions? If scaling your business is in your future, do you have a plan to achieve those goals? Christina Sjahli, Cash Flow Consultant and host of Her CEO Journey podcast, and I chat…
Storytelling, especially when done intentionally, is both strategic and tactical. A narrative which grabs our attention and involves us emotionally are the stories that move us to action. We remember stories easier than we do a list of facts or features. The time for facts and features is after we’ve been drawn into a story.…
Business lessons from Kinky Boots? Why not? It is based on a true story of a shoe factory in England so of course, there are valuable lessons included about running a business. Trust me, I get some pretty strange looks from people when I start a conversation with this idea. But the lessons are there…
Target audiences are challenging to define but absolutely necessary to know. And not surprisingly, many business leaders and employees find it difficult to pin down the answer. It is human nature to believe we can help EVERYONE. But it is NOT realistic. And in the process, it puts an extra burden of stress on ourselves.…
How do you characterize your brand? Do you think of it as a critical player in the story OF your brand? Maybe you should. Storytelling is a buzzword in marketing these days but in all honesty, telling the story of your brand is NOT new. The success (or failure) of any story comes from the…
I keep a Favorites File with episode numbers, books and quotes I find especially beneficial – to my clients, my business and my personal life. Each month I’ll share some of these with you. Podcasts are my go-to for professional and personal development, which as an entrepreneur is important. Here are the core podcasts I…
Understanding why is challenging and knowing what to do with that understanding is even more demanding. This episode is inspired by two podcasts I’ve listened to recently. Both had strong opinions about the idea of Start with Why and the intention behind it. And both offered different solutions to what they perceived as a problem.…
You must take action to build your brand. It is those actions, done consistently over a period of time that results in your brand. Without action, the brand does not have meaning and doesn’t exist. It is your responsibility to define the actions you’ll take to achieve the brand you want. Your audience needs guidance…
I’m excited to start this journey with all of you. For the past four or five years, I’ve listened to podcasts nearly every day – on a range of topics from marketing to leadership to mediation to entrepreneurship. It is not uncommon for me to send messages to my friends and colleagues with links to…
Your brand is developed around how and what you offer to your patients and conveyed to them through the messages and interactions they have with you and your staff. What they think of your brand and how they choose to share it with others is their perception of the brand. And they own that powerful tool, not you.…
Launching a podcast is a lot of work. But it has been a fun learning experience. If you’ve seen my social media posts, you know I’m getting ready to share a podcast with the world. The Pursuit of Purpose has been on my mind for quite some time but I was hesitant. Excuses, Excuses…. First…
Branding is a verb. It is an action you take, either on your behalf or that of a company, to create and reinforce the place you hold in your customer’s mind. Brand is a noun. A brand is what people say about you when you aren’t around. It is the impression a person has…
After six years in business, what lessons have I learned? Wow. Six years?!? Some days it feels like yesterday and other days it feels like a lifetime ago. A former colleague told me I am a very different person now than I was when I worked with her in Marketing and Communications at UI Hospitals…
What is your brand? If you are asked that question, how do you respond? Do you describe your logo and designated colors? Maybe you talk about it in terms of descriptive adjectives, similar to how you’d describe a friend or trusted colleague? Or maybe you reply with the purpose of your business? To understand your…
I recently spent two days at the Iowa Cancer Summit, which included the release of the updated Iowa Cancer Plan. The Cancer Plan’s goal is to reduce the burden of cancer in Iowa. It was a full two days of talking about cancer – new treatments, prevention, causes, access to care and other necessary resources,…
October is Breast Cancer Awareness month. Over the last several years, this month has become synonymous with the color pink and building awareness for the disease. Each year you see more and more pink – endorsing the campaign on products, announcing a fundraising, promoting awareness and prevention of the disease that affects so many women,…
Do you struggle to prove the ROI of memberships and sponsorships? As a business leader, being approached about memberships or sponsoring a charitable event or non-profit organization likely leads to your own questions of value. Will your business see a return on investment (ROI)? Professional organizations, non-profit events, sports teams – opportunities cross your desk…
Education is a core component of a marketing strategy. As I mentioned in “Educate. Engage. Empower: Keys to Marketing Strategy,” paying attention to how your strategy educates your prospective client, patient, or referral source is a solid starting point in message and strategy development. Let’s talk about how to use education to improve your marketing…
How do you know if the marketing strategy you’ve developed for the launch of a new service or initiative will work? You don’t – not until you try it. However, keeping three words top-of-mind as you develop your strategy can help. Educate. Engage. Empower. Why these three words? Marketing strategy should educate the audience, engage…
As I think about healthcare marketing in 2017, my curiosity leads me to wonder what new challenges or trends we need to anticipate. Whether you are a marketing director in a healthcare organization or a clinic manager with marketing responsibilities in your job description, understanding future trends is important to the success of your marketing…
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I often share the leadership lesson hidden in Broadway musical Kinky Boots. It seems crazy but as I explain the connection, great conversation follows. About Kinky Boots In the story, Charlie – the straight-laced, reluctant shoe factory owner – discovers his recently deceased father kept the factory going despite not having any shoe contracts. His…
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As a leader in your clinic or business, you are faced with marketing challenges every day. Having a marketing director can bring clarity and opportunity to your marketing strategy. What should we do to introduce the new (insert any new product, service or feature) to the market? What can we do with the mailing list…
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Are you being nice to the people who email you? If you aren’t treating them the way you want to be treated yourself, you may be damaging your reputation and your brand. Remember email etiquette is also a critical part of your communication strategies. Here are five key steps to improve your email communications: Think…
Real empathy is sometimes not insisting that it will be okay but acknowledging that it is not.Showing empathy in healthcare and other sensitive situations can make a significant difference in our relationships. Many of you have read the powerful statement Sheryl Sandberg released regarding the support she received in the 30 days after her husband’s unexpected…
Did you read this headline and think “Crazy. My patients complain about the time spent in the waiting room. There is no way it helps my patient satisfaction. What is Amy talking about?!?!” Let me explain. Recently a friend of mine posted a word of thanks to the otolaryngology clinic for leaving them in the…
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Each patient experience is your brand. Is it consistent? Is it positive? How do know? You ASK and then LISTEN – Scott Stratten, @unbranding This tweet, or a variation of it, was shared by several attendees at the 2015 Greystone Health Care Internet Conference where Stratten was a keynote speaker. The message resonated with me…
When you spend five days a week in a clinic or hospital, you learn where the amenities are and where they aren’t. Some are conveniently located. Some are not. My years of working in this hospital helped Mom and I a lot … and it helped some others, as well. Food One afternoon while waiting in…
You only get one chance to make a first impression. This is such a true statement. During the first weeks of a cancer diagnosis and treatment, first impressions are frequent. You meet so many people and see so many different aspects of the clinic or hospital. A first impression can be with a person or…
As a cancer patient or the family of a cancer patient, you hear “one day at a time” A LOT, and you learn pretty quickly the phrase has a deeper meaning. When starting treatment, one day at a time means you know what you are going to do that day, and the next day will…
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So three years after my Dad was diagnosed with lung cancer, my Mom gets the same diagnosis. The benefit for her is overall she is in better health. If you didn’t know she had cancer, you would never guess she was sick. As you might imagine, being on the patient side of healthcare makes this…
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