Make Your Brand Legendary with Swoz Consulting

Ep 50: The Power of a Scorecard

Fri, 23 Jan 2026 03:25:28 +0000

If you want people to put in effort to win, show them the score. But the opposite is also true - don't give people a score to look at, and watch their performance drop.

Scott in particular shares many personal and historical examples, from a Chick-Fil-A bowling experiment that had people leaving the bowling lanes early, to Andrew Carnegie's famous way of increasing team performance. Also, it's not just enough for leaders to know the score. Just like a basketball team needs to see the score during the game, the people on your team also need to know, "what's the score of the 'game'?"

Scott and Matt also discuss:

How often should leaders share the score? Is there ever a point where it's too much?
What kind of data should be on your scorecard? Simple, or detailed?
How do you connect scoreboard data to your "why," to ensure it's not just arbitrary metrics on a screen?

This episode will give you valuable insight into how transformational sharing the score can really be. Tap into that innate drive we have as humans to win, and watch your team performance reach new heights!

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P.S.: If you're ready to take your learning to the next level, beyond what we can cover in this podcast, then Legendary Brands Academy was made with you in mind. The online program will show you exactly how to transform your brand into a game-changer in your industry. No more wishing things could be different -- no more theorizing without action -- no more saying "that's for other brands, but not for me." With Legendary Brands Academy, everything is designed for you to take action and see transformation in real-time. You'll learn the step-by-step systems you can begin to implement today. So if you're ready to see real change, real results, and real Raving Fans for your brand, then you can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com

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Ep 49: What We Learned Launching Legendary Brands Academy 2.0

Thu, 08 Jan 2026 04:00:00 +0000

Scott and Matt discuss relaunching their online program - and the important lessons about Customer Insight and Personalized Service they learned and applied through this process.

High-end consulting serves one type of client, but the online program had to be tailored to people in different situations. Same core concepts, but everything from communication style to how they celebrate wins had to change.

Listen to a real example of applying the principles they teach to their own business - and how making small adjustments based on who you're actually serving can create massive impact. Similarly, you might find your own business initiatives need different approaches depending on whom you're serving: C-suite executives or frontline teams; established companies or up-and-coming startups.

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You can check out Legendary Brands Academy here: www.LegendaryBrandsAcademy.com

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Ep 48: Customer Journey Mapping (Part 2) - From Mapping to Action

Sat, 27 Dec 2025 01:15:00 +0000

You mapped out your customer journey. But now what?

Scott and Matt pick up where they left off, digging into what you actually do with all those post-it notes stuck to the wall. The goal is finding the friction points, gaps, and missed opportunities quietly killing your customer experience.

Real examples:

A luxury installer who disappeared for 8 weeks between order and delivery (customers kept calling to make sure their order was still happening).
A company that realized their retiree customers wanted to hang out and chat, while their "go-getter" customers literally asked "do I have to be here for this?" Same product, totally different needs.

Most gaps aren't about having a bad product...they're about the "curse of knowledge." Turn your insights into tangible action items with today's episode.

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Ep 47: Customer Journey Mapping (+ Introducing Co-Host Matt Sprague!)

Thu, 11 Dec 2025 03:00:00 +0000

Season 2 kicks off with a new co-host! Scott welcomes Matt Sprague (Swoz Consulting's COO) as Caitlin pursues an exciting international opportunity. In this episode, we're jumping straight into Customer Journey Mapping: what it actually is, why it matters -- and how to do it without making your team want to kill each other!

Key Topics:

Why Customer Journey Mapping matters for every department, not just sales
The post-it note workshop method for collaborative journey mapping
How to prevent finger-pointing and create psychological safety in the process
The Google Maps analogy for strategic planning
Why most team conflicts stem from different views of "current state"

Whether you're rounding out the year or kicking off Q1 planning, a Customer Journey Map will give you a clear path forward that your entire team can be aligned on.

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Ep 46: Benchmarking - Taking It To Another Level (Assessments Mini Series || Part 3)

Thu, 07 Aug 2025 02:06:46 +0000

What if your greatest opportunities are hiding in plain sight?

In this episode, Scott and Caitlin wrap up their mini-series on assessments by unpacking the power of benchmarking - not just as a way to compare, but as a tool to unlock potential.

They explore how legendary brands don’t just ask, “how are we doing?” They ask, “What’s possible?” From Chick-fil-A borrowing Ritz-Carlton’s service language to leaders swapping morning routines over dinner, benchmarking can come from unlikely places (even a Pixar storyboard or a lean manufacturing floor).

You’ll also hear why “we’re different” can be a cop-out, how excellence beats success, and why knowing your industry standard is just the beginning of building something legendary.

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Ep 45: The Power of an Outside Perspective (Assessments Mini Series || Part 2)

Thu, 24 Jul 2025 00:00:00 +0000

When a third party shows up, everyone sits up straighter. In today's episode, Scott and Caitlin dive into the psychology behind why outside perspective is so powerful in assessments.

And there's a surprising part to all of this -- while teams easily spot their weaknesses, they're often blind to their biggest strengths. Scott shares how one assessment led to 500% growth when they helped a client realize they had a massive advantage they were treating as "ordinary." Plus, Scott and Caitlin share the subtle importance of why they use letter grades instead of percentages (nobody wants to argue about 84 versus 85!)

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Ep 44: Why Add Assessments? (Assessments Mini Series || Part 1)

Thu, 10 Jul 2025 01:00:00 +0000

Get ready for this new 3-part Mini Series on what is often a crucial missing step during the consulting process: Assessments.

Ever wonder why leadership teams can devolve into brutal fights over strategy? It's usually not because they disagree on solutions - it's because they're all seeing different parts of the business. Like blind men around an elephant, one person knows about the margin buffer while another just sees risk everywhere.

Get everyone looking at the same facts first, and the "impossible" strategic disagreements can often become obvious next steps.

As we kick off this mini series, you'll realize why that 10-20% you don't know about a company might be the difference maker.

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Ep 43: Debriefing and Discussing the Howard Behar Episode

Mon, 16 Jun 2025 04:00:00 +0000

Some conversations just stick with you. A couple weeks after the interview with Howard Behar (Episode 39), Scott and Caitlin are still talking about his insights. In today's episode, they discuss more about how Howard's insights can revolutionize the way you think about building relationships and driving results.

Howard's approach to generosity works like venture capital. Invest in ten people knowing most won't return much, but one relationship will pay off massively and make everything worthwhile. You'll learn about the genius contact trick everyone's stealing, why words like "training" versus "developing" actually matter more than you think, and why most people need to be reminded more than instructed.

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Ep 42: AI & Customer Experience

Thu, 29 May 2025 09:00:00 +0000

Sure, you can make an action figure of yourself with AI. But while everyone's playing with chat prompts and generating funny images, some companies are using AI to free up millions of dollars sitting in warehouses.

The future is already here - it's just not evenly distributed. At this point, AI has stopped being "optional" for customer experience.

Scott breaks down five operational areas where AI isn't just impressive, it's profitable: from Chick-fil-A's system that predicts sandwich demand every eight minutes to smart mirrors that map your body for perfect outfit fitting.

This isn't about which prompt gets the best response. It's about forecasting demand, personalizing at scale, and detecting threats before they cost you. Because while you're deciding whether AI matters, your competitors are already using it to create raving fans. Don't hop on board when it's too late. Right now, AI can be the nitrous oxide for the customer experience engine you already have.

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Ep 41: Debriefing the Jim Huling Episode

Thu, 15 May 2025 02:00:00 +0000

Ever have a conversation that keeps replaying in your mind weeks after it happened? That's how it felt after talking with Jim Huling in Episode 37.

In this episode, Scott and Caitlin dig deeper into the "fiery nuggets" Jim dropped during their discussion. They challenge the false dichotomy between profit and purpose, unpacking why leaders who start with purpose ultimately achieve greater sustainable results than those fixated on quarterly numbers.

Most compelling is Jim's observation that "there are high trust teams who don't have high execution, but there are no high execution teams who aren't high trust." This single insight explains why the "soft stuff" isn't actually soft at all -- it's the essential foundation for operational excellence.

Whether you've heard the conversation with Jim in Episode 37 yet or not, this discussion might make you rethink what really drives legendary results.

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Ep 40: The Science of Finding Exceptional People (with Jonathan Reynolds)

Thu, 01 May 2025 03:00:00 +0000

What separates exceptional organizations from the rest? In this conversation with Jonathan Reynolds, founder of Titus Talent, Scott and Caitlin explore why finding the right people is the foundation of every legendary brand.

Jonathan reveals why traditional recruiting methods often fail and shares his counterintuitive approach to attracting A-players. Through engaging stories and tactical insights, he explains why great candidates want roles that challenge them beyond their current skill set, and why clearly defining excellence matters more than crafting the perfect job description.

Most compelling is Jonathan's "one interview question" that cuts through the noise and reveals the truth about candidates.

Get ready for a fun ride that's just as entertaining as it is informative!

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Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathanreynolds/

Check out Titus Talent : https://www.titustalent.com/

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Ep 39: Putting People Before Profits -- And Winning at Both (with Howard Behar, Former President of Starbucks International)

Thu, 17 Apr 2025 00:50:53 +0000

What if treating your people well wasn't at odds with driving high performance? In this powerful conversation with Howard Behar, former President of Starbucks International, Scott and Caitlin explore why servant leadership is fundamentally about performance, not just being nice.

Howard reveals the three primary responsibilities of servant leaders, and why the first focus should always be on helping people grow as human beings. At Starbucks, he created a culture where mistreating people had greater consequences than missing financial targets. Through candid stories from scaling the company from 28 stores to 1000s of stores, Howard demonstrates how this people-first approach drove remarkable business success.

Whether you're leading a team of two or two thousand, this conversation offers practical wisdom on creating human-centered leadership that drives both personal and organizational excellence.

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Connect with Howard on LinkedIn: https://www.linkedin.com/in/howard-behar-24ba274/

Check out Howard's Starbucks legacy: https://archive.starbucks.com/record/howard-behar

Learn more about Howard: http://howardbehar.com/

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Ep 38: Digital Transformation for Legendary Brands (with Ben Elmore)

Thu, 03 Apr 2025 00:30:00 +0000

What can we learn from someone who's generated over $21 billion in enterprise value through digital transformation? In this conversation with Ben Elmore, Scott and Caitlin explore the often-misunderstood world of bringing technology and people together.

Ben shares why 70% of digital transformation efforts fail, and how his team achieves an 85% success rate instead. Through stories from his work with Under Armor and faith-based organizations, he reveals that technology is only 1/3 of the transformation equation (and why starting with tech often leads to disaster).

Whether you're leading a digital initiative or simply trying to navigate a changing marketplace, this conversation offers practical wisdom on balancing technology with the human elements that make change stick.

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Connect with Ben on LinkedIn: https://www.linkedin.com/in/benjaminelmore/

Check out Servant: https://www.servant.io/

Check out Intevity: https://www.intevity.com/

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Ep 37: Building High-Trust Leadership Teams (With Jim Huling, Co-Author of The 4 Disciplines of Execution)

Thu, 20 Mar 2025 00:00:00 +0000

After decades coaching thousands of executives across 21 countries, Jim Huling has experienced first-hand what separates thriving teams from those that merely survive. What if the most crucial element of team success -- in the real world -- isn't always what we expect it to be on paper?

In this eye-opening conversation, Jim reveals to Scott and Caitlin the missing component he's consistently found to be the downfall of even the most operationally excellent teams. Through compelling stories and hard-won insights, Jim explains why "trust" isn't just a buzzword. It's the bedrock upon which excellence is built and sustained.

For leaders tired of constantly fighting the same battles, this conversation offers a refreshing perspective on what truly matters. Are you ready to transform your leadership approach from one that merely hopes for excellence, to one that naturally inspires excellence? Buckle up, as Jim's wisdom could be a game-changer for you.

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Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimhuling/

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Ep 36: The Crumbl Story -- A Recipe for Rapid Growth (with Grace Chadwick, COO of Crumbl Cookies)

Thu, 06 Mar 2025 02:00:00 +0000

What happens when you combine lightning-fast growth with unwavering quality standards? In this conversation with Grace Chadwick, COO of Crumbl Cookies, Scott and Caitlin explore how one of the fastest-growing food brands manages to maintain excellence while changing their entire menu weekly.

Grace reveals the unexpected foundation of Crumbl's success: a tech-first approach that enables real-time communication, training, and customer feedback across thousands of locations. From their customized rating system to their innovative recruiting strategies, discover how Crumbl has turned the traditional food industry model upside down.

Most importantly, learn why finding the right cultural fit has been key to Crumbl's extraordinary journey -- creating an environment where innovation thrives, and rapid change becomes a competitive advantage.

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Connect with Grace on LinkedIn: https://www.linkedin.com/in/gracielachadwick/

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Ep 35: Learning from Legends: Chuck Coonradt

Thu, 20 Feb 2025 04:00:00 +0000

What happens when you get direct advice from an industry pioneer? In this episode, Scott and Caitlin explore how valuable conversations with industry pioneers can transform your business approach.

Caitlin shares insights from her recent meeting with Chuck Coonradt, the original "Godfather of Gamification," revealing his counterintuitive advice about explaining what you do to potential clients. Rather than leading with methodology, learn why focusing on the problems you solve creates deeper connections.

Through this conversation, Scott and Caitlin demonstrate how meeting with legends isn't as intimidating as it seems -- it just requires the right approach. Discover practical strategies for making these connections, preparing effective questions, and extracting insights that can create significant shifts in your business strategy.

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Ep 34: Three C's of Hiring -- Mini Series Conclusion || FROM THEORY TO PRACTICE

Thu, 06 Feb 2025 01:00:00 +0000

We've spent the past few weeks getting specific about The Three C's of Hiring -- and now it's time to put it all together. It's one thing to have all the knowledge and strategies, but what do you do when you encounter questions along the way? Scott and Caitlin wrap up this Mini-Series by detailing specific guardrails, pitfalls, and common questions you might encounter as you apply the Three C's to your hiring process.

You'll learn:

How to prevent hiring people that think and behave exactly like you (and why that's such a common pitfall!)
How to use the Three-Legged Stool approach to evaluate what qualities can be wobbly versus rock solid
When to say "no" to potential candidates (even when your optimistic side wants to say yes)
Understanding realistic expectations for the hiring process, and how to troubleshoot challenges that arise

With the Three C's of Hiring under your belt, and practical guardrails to keep your hiring process running smoothly, you're ready to go out there and hire your rockstar team!

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Ep 33: Three C's of Hiring -- Mini Series || COMPETENCE (Part 2)

Thu, 23 Jan 2025 01:00:00 +0000

Last episode, Scott and Caitlin addressed the fundamentals of hiring for Competence. Now, it's time to enter troubleshooting mode. You might know the secrets of how to assess for Competence, but what do you do when real-world complications blur the lines?

Through candid conversations and surprising revelations, they address critical questions like:

Is it possible for someone to be too competent for a job?
How do you not just hire competent employees, but also retain them?
What if you work in a stereotypically "difficult" industry to find competent employees, like fast food?
How do you create a "win" for everybody, while staying true to your company's core values?

Scott and Caitlin close with a powerful perspective from Truett Cathy that perfectly frames the balance between valuing people and maintaining standards.

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Ep 32: Three C's of Hiring -- Mini Series || COMPETENCE (Part 1)

Thu, 09 Jan 2025 01:00:00 +0000

After exploring Character and Chemistry, we've reached the final 'C' of hiring: Competence. While it might seem like the most straightforward of the three to evaluate, Scott and Caitlin reveal why traditional interview approaches often lead to costly hiring mistakes.

Rather than relying on standard behavioral questions or "going with your gut," they demonstrate how to turn interviews into genuine conversations that uncover true capabilities. And if you think reference checks are just a formality, their insights about maximizing these conversations might surprise you.

From entry-level positions to executive roles, Scott and Caitlin provide a practical framework for evaluating competence that can be adapted to any organization's size and budget. These strategies will transform your approach to assessing candidates' real abilities.

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Ep 31: Three C's of Hiring -- Mini Series || CHEMISTRY (Part 2)

Fri, 27 Dec 2024 01:00:00 +0000

In the previous episode, Scott and Caitlin explored how to define Chemistry; now we're diving into the practical side of assessing it. Scott and Caitlin break down why initial interviews can be deceptively polished, and share tactics for uncovering authentic Chemistry during the hiring process.

Through real stories of their own interviews, including Scott's own 17-interview journey, you'll learn how leading brands evaluate Chemistry at every level. You'll go beyond basic interview advice, and be given specific things to look for (like "conversational pickleball," as Scott and Caitlin coined it).

With these practical insights, strategies, and metrics, you will be equipped with the tools necessary to make sure you new hires aren't just talented, but also a long-term great fit for your entire team.

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Ep 30: Three C's of Hiring -- Mini Series || CHEMISTRY (Part 1)

Thu, 12 Dec 2024 01:00:00 +0000

Think Chemistry in hiring just means finding outgoing people who are "good with others?" Think again! In this continuation of the Mini Series, Scott and Caitlin break down what Chemistry really means in the Three C's of Hiring.

As an often misunderstood concept, a lack of Chemistry is often the hidden factor that can derail your Operational Excellence -- even when Character and Competence are strong. You'll learn why the most successful salespeople aren't who you'd expect, why studies show having a true friend at work drastically affects performance, and how to differentiate between a good hire in general versus a good hire for your brand.

Most importantly, Scott and Caitlin give a taste on why Chemistry is often hard to assess during the interview process (which will be addressed thoroughly in Part 2!). Get ready to transform how you think about Chemistry in your hiring process.

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Ep 29: Three C's of Hiring -- Mini Series || CHARACTER (Part 2)

Thu, 28 Nov 2024 01:00:00 +0000

In Part 2 of this Character exploration, Scott and Caitlin dive into the practical side: How do you actually test for Character during interviews?

Learn why "going with your gut" when hiring only works about 1/3 of the time, and discover specific interview techniques that help you identify genuine character traits. And it's not just about the questions. There are even real-world tests you can include in your interview process. Scott outlines a key test that Chick-Fil-A used during his interview process years ago that revolutionized his thinking about conducting effective interviews. Not only that, this episode reveals a key member of your team that could be integral in identifying great candidates -- and it's probably not who you think!

From specific questions to practical tests, you'll gain effective strategies for uncovering a candidate's true values. Get ready to revolutionize your interview process and build teams that truly align with your organization's values.

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Ep 28: Three C's of Hiring -- Mini Series || CHARACTER (Part 1)

Thu, 14 Nov 2024 01:00:00 +0000

With only 34% of American workers feeling engaged at work, it's time to revolutionize your hiring process. This episode kicks off the Three C's of Hiring Mini Series by laying the foundation of the non-negotiables in hiring.

The sequence matters -- you can't hire for Competence if you don't focus on Character first. Go beyond the generic character traits like "integrity" that all companies look for.

In this first deep dive into Character, Scott and Caitlin share specific examples across multiple industries about which key values your organization should (and shouldn't) focus on when hiring for Character.

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Ep 27: Personalized Service In Action -- Small Touches, Big Impact

Thu, 17 Oct 2024 01:30:00 +0000

In this episode, Scott and Caitlin reveal how personalized service can be the secret ingredient in your customer experience recipe.

Learn why operational excellence isn't enough and discover practical strategies to make your customers feel truly valued. From mapping customer journeys to creating tailored touchpoints, you'll gain insights into the tactics used by legendary brands.

In a dynamic brainstorming session, Scott and Caitlin demonstrate how to develop personalized touches for real-world scenarios, giving you a behind-the-scenes look at what your own creative process could look like. Whether you're in construction, tech, or services, you'll walk away with actionable ideas to elevate your customer experience and create the kind of personalized moments that get people raving about your brand.

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Ep 26: Pulse Surveys

Thu, 03 Oct 2024 02:00:00 +0000

Are you still relying on annual customer satisfaction surveys with dismal response rates? It's time to revolutionize your approach to customer feedback. In this episode, Scott and Caitlin reveal the power of Pulse Surveys -- a game-changing tool for getting your customers to *actually* answer your questions.

You'll learn innovative strategies used by industry leaders like Chick-fil-A and Delta Airlines that make feedback effortless for customers and invaluable for brands. (In contrast, Caitlin shares a real customer survey she received, showing an example of what not to do with your surveys. The subtle trickery might surprise you!)

Discover the proven techniques the world's best brands use to craft surveys that customers actually answer. By applying these strategies, you'll unlock transformative customer insights that can take your brand to the next level.

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Ep 25: Elevated Language

Thu, 19 Sep 2024 00:00:00 +0000

Words matter more than we think. In this episode, Scott and Caitlin explore the power of Elevated Language in creating legendary brand experiences. From Disney's "cast members" to nursing homes reframing patients as "family members," learn how carefully chosen words can transform customer perceptions and employee engagement. Discover why the Ritz-Carlton's "ladies and gentlemen serving ladies and gentlemen" philosophy resonates so deeply, and how even B2B tech companies can use playful language to attract the right talent. Uncover the free yet powerful tool of language that can set your brand apart and create immersive, meaningful experiences for your customers and employees.

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Ep 24: The Three C's of Hiring -- Character, Competence, and Chemistry

Thu, 05 Sep 2024 00:00:00 +0000

Hiring for excellence is crucial in today's competitive talent market, but what exactly should you look for? In this episode, Scott and Caitlin dive deep into The Three C's of Hiring: Character, Competence, and Chemistry.

Learn what it really means to hire for "Character," beyond general favorable qualities. Everyone wants to hire "good people" -- but what does that look like specifically for your brand? Discover how Competence drives these values into action, while Chemistry keeps the engine running smoothly. Through personal anecdotes and real-world examples, Scott and Caitlin illustrate how The Three C's lead to better team dynamics and increased retention, creating the backbone of legendary brands. Ultimately, Competence can be trained, and Chemistry can be cultivated, but Character is the foundation for building high-performing teams that embody your brand's essence.

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Ep 23: Beyond the Data -- The Power of Live Customer Observation

Thu, 22 Aug 2024 00:00:00 +0000

Getting out of the office and into the field is a crucial, yet often overlooked, strategy for gaining genuine Customer Insight. In today's episode, Scott and Caitlin dive into the power of Live Observation and why it's essential for leaders at all levels. From Procter & Gamble's game-changing discovery with Tide, to Chick-fil-A's executives modeling humble leadership through simple actions, you'll hear how hands-on engagement can reveal customer needs that data alone might miss!

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Ep 22: Creating Hero Moments -- The Secrets to Unforgettable Customer Experiences

Thu, 08 Aug 2024 00:00:00 +0000

Hero-making experiences are the secret ingredients that turn satisfied customers into Raving Fans. From dog-friendly menus to oversized slices of peanut butter pie, Scott and Caitlin discuss their own personal experiences with brands that made them feel like heroes. You'll hear how the strategies of competing brands like Super Chix & Chick-fil-A, Red Robin & Five Guys, either create or miss hero-making moments. Even the smallest acts of generosity or thoughtful touches can transform ordinary interactions into legendary brand experiences. Discover how your own brand can add the smallest touches for the biggest returns.

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Ep 21: "Firing" Customers -- When "No" Is The Answer

Thu, 25 Jul 2024 00:31:17 +0000

It's not a typo! Today, Scott and Caitlin aren't talking about firing employees; they discuss the concept of "firing" your customers.

We all want everyone to love us. In an ideal world, everyone could be a Raving Fan of our brand. But if we try to appeal to everyone, then nobody can truly become a Raving Fan of our brand.

Join Scott and Caitlin in this insightful discussion about how to navigate when to say "no" to customers, and how to cultivate a brand attitude that can truly create Raving Fans.

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Ep 20: Hiring With Excellence

Fri, 12 Jul 2024 09:00:00 +0000

Scott and Caitlin get practical in this episode to discuss one of the most important aspects of legendary brands: hiring an excellent team. You can have the best systems and values, but if your employees don't uphold these systems or values, it can quickly fall apart. Operational Excellence starts with getting the right people on board.

In particular, Scott and Caitlin discuss:

The Three C's to look for in new candidates
Why most companies focus solely on competence and miss out on crucial aspects of a great hire
How to identify and articulate your organization's unique character values
Practical strategies for testing character and chemistry during the hiring process
The surprising truth about which of The Three C's you can compromise on (hint: it's not what you think!)
Real-world examples from industry leaders like Chick-fil-A and insights from their consulting work

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Ep 19: Bridging the Gap -- Military Wisdom in Corporate Leadership (with Scott Reese)

Thu, 27 Jun 2024 03:24:31 +0000

Scott and Caitlin sit down with Scott Reese, a former Marine Corps officer turned business leader, to explore the universal principles of effective leadership that transcend sectors and industries.

Scott Reese shares powerful insights from his diverse career spanning sales, engineering, and operations. His current role has helped a fast-growing construction company scale from $20 million to $200 million.

You won't want to miss this captivating conversation that covers:

The invaluable leadership lessons learned from both exceptional and challenging leaders
How to protect and empower your team while navigating complex decision-making processes
The game-changing "Working Genius" framework and its application in both professional and personal settings
The critical importance of leaders "going first" and leading by example
Practical strategies for building healthier, more effective leadership teams

Whether you're a seasoned executive or an aspiring leader, this episode offers a wealth of actionable wisdom to help you become a more impactful leader in any environment. Prepare to be challenged, motivated, and equipped with tools to take your leadership to the next level!

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Ep 18: How Deadlines Encourage Operational Excellence

Thu, 13 Jun 2024 00:25:29 +0000

After many months of hard work, Legendary Brands Academy has finally been released! (LegendaryBrandsAcademy.com) This online program contains all of the proven strategies the Swoz Consulting team has used to revolutionize multiple industry-leading brands, from household names, to local mom-and-pops. It's over 20 years of wisdom from being on the front lines of legendary brands, all at the click of a mouse.

Sometimes, our greatest goals and passions get pushed to the side. We tell ourselves, "I'll get to it later." During the creation of Legendary Brands Academy, Scott realized this more than ever. In today's episode, Scott and Caitlin discuss how to combat the I'll-get-to-it-later attitude, and how to actually achieve the goals you've set for yourself. In particular, Scott and Caitlin discuss how strategically using deadlines can encourage you or your team's best performance. Just like sports teams, we need to "see the score" during the game, or else we won't give our best effort.

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Ep 17: Bite-Sized Chunks & Just-In-Time Learning

Wed, 29 May 2024 23:57:26 +0000

In today's episode, Scott and Caitlin discuss two more lessons they learned in the creation of Legendary Brands Academy that you can apply to your brand strategy: Bite-Sized Chunks and Just-In-Time Learning. Sometimes, you can have the best information or resources, but if you don't make it easily accessible to your customers, it is of much less value to them. For Legendary Brands Academy, that meant going from 30-minute video segments to 5-10-minute video segments. That also meant carefully categorizing each video module so that the specific issues a brand faced can be easily accessed and learned when they need it the most. Don't put barriers in the way of your customers. This episode considers the ways in which you can apply these same principles to your own brand.

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Ep 16: Introducing Legendary Brands Academy! (And Lessons in Customer Insight)

Thu, 16 May 2024 03:40:00 +0000

In today's episode, Scott and Caitlin discuss how the principles taught in Legendary Brands Academy also applied during the creation of this online program. In particular, they talk about how receiving feedback on the program provided incredible Customer Insight. Even though Legendary Brands Academy *teaches* about Customer Insight, it was also needed to *create* the program as well! (For even more in-depth info on Customer Insight, you can visit Episode 4 of the podcast.)

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Ep 15: Healthy Leadership Team -- The Part of the Engine That Almost Didn't Get Included

Fri, 03 May 2024 00:45:00 +0000

With all this talk about creating Raving Fans and legendary brands, there may still be one key component that is missing from your Customer Experience Engine. In today's episode, Scott and Caitlin discuss what they often have found is the elephant in the room: a leadership team that is not healthy. You can have all the gears in your Customer Experience Engine running -- but if you don't have a Healthy Leadership Team, everything could fall apart.

Listen in as Scott and Caitlin recap the gears in the Customer Experience Engine, and discuss what a Healthy Leadership Team might look like for your brand. (Hint: It's not just about your leadership team being smart and competent! There is a big difference between leaders who are "smart" and leaders who are "healthy.")

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Ep 14: How to Create Raving Fans by Mapping Out Your Customer Journey (with Daniel Steere)

Thu, 18 Apr 2024 03:30:00 +0000

Organizations have an opportunity to turn future potential clients into Raving Fans before they even buy. Creating Raving Fans starts with your sales processes.

When interacting with future potential clients, are you speaking their language? Do you consider if the person you are speaking with is the Buyer, Payer, or a User? And do you know how to navigate this complex field? Scott and Caitlin explore this topic with Daniel Steere, President of Steering Ventures. Daniel takes the conversation to deeper level by discussing how you can build Customer Journey Maps by creating compelling sales experiences based on personality types.

Remember: YOUR brand can be legendary too!

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Connect with Daniel at:

https://www.steeringventures.com/

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Ep 13: Caitlin and Scott Debrief Jack Hollis' Episode

Thu, 04 Apr 2024 00:00:00 +0000

Join us for a dynamic debrief session as we unpack the transformative insights shared by our recent guest speaker, Jack Hollis, Senior Vice President of Toyota America. In this episode, we go deep into the realm of high-trust cultures and operational excellence, exploring the powerful intersection where organizational dynamics meet human behavior. Tune in as we share our reactions, thoughts, and insights, navigating the complexities of building and sustaining high-trust cultures while striving for operational excellence.

Remember: YOUR brand can be legendary too!

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Ep 12: From Trust to Triumph -- Creating a Culture of Excellence (with Jack Hollis, Senior Vice President of Toyota America)

Thu, 21 Mar 2024 01:06:43 +0000

Toyota has a reputation for operational excellence, Kaizen (continuous learning and improvement), and respect for their people. In this episode, Scott and Caitlin engage in a profound conversation with Jack Hollis, Senior Vice President of Automotive Operations at Toyota, America. After learning these paradigm-shifting insights from Jack, your organization is sure to be stronger than ever.

In particular, Scott and Caitlin discuss with Jack about:

The game-changing philosophy of putting People before Profits and Performance
Why trust is the ultimate success factor of an organization
The inspiring strategy Jack uses to connect with his team (which he calls "family members") to create a high-trust culture
...and much more

Remember: YOUR brand can be legendary too!

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Ep 11: You Don't Have to Just Hope It Happens -- The 5 Levels of Trust

Thu, 07 Mar 2024 02:00:00 +0000

Many experts in the field of team-building say that the key factor in having an excellent team is "trust"... But what does that actually look like in real life? How does a team actually build "trust," rather than just talking about it and hoping it happens?

In this episode, join Scott and Caitlin as they outline the specific process about how trust is built within a team.

In particular they discuss:

Why most attempts at building trust fail
The 5 Levels of Trust, and how to establish each level of trust
The two different kinds of trust, and why they matter
...and more

Remember: YOUR brand can be legendary too!

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Ep 10: How to Build a Legendary Brand in a Really Difficult Industry: Featuring Hugh Henderson, CEO of Capstone Hospice

Thu, 22 Feb 2024 04:58:57 +0000

In this episode, Scott and Caitlin are joined by Hugh Henderson, CEO of Capstone Hospice. Hospice may not be the first organization that comes to mind when it comes to setting a high bar for creating raving fans. After all, as Hugh shares, he doesn't exactly get repeat business from his customers. Imagine the challenges that exist in running hospice care, and the challenges that may come with retaining top talent. Yet Hugh has employees that are surpassing 5-7 years with him, and he started Capstone 8 years ago.

You are not going to want to miss this inspiring conversation in which Hugh shares innovative ideas on how he creates raving fans internally and retains his employees in such an emotional, and mentally challenging environment. Hugh infuses passion and care for his people, and in turn his employees stay with him and build lasting relationships with clients they care for and their families.

Remember: YOUR brand can be legendary too!

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Ep 9: Unlocking the Intrinsic Drive of Your People Through Gamification

Thu, 08 Feb 2024 04:00:00 +0000

If you want to build a legendary brand, you're going to need to get your people to bring their A-game. You can crack the whip and squeeze tighter... Or you can tap into the intrinsic drives that are already in your people.

In this episode, Scott and Caitlin explore the four different drives that create four different game types--and how you can tap into each in your business.

In particular, they discuss:

How video games provide an incredible framework for understanding your team
What the Four Game Types are -- and what they might look like in your organization
The best ways to communicate with your team to increase performance and morale
...and more

Remember: YOUR brand can be legendary too!

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Ep 8: Overview - Memorable Moments

Thu, 25 Jan 2024 02:30:00 +0000

The last of the gears in the Customer Experience Engine is Memorable Moments. If you implement all the rest of the gears in engine, but not this one, your customers love you -- but they aren't telling anyone to buy from you. This gear is what turns loving fans into raving fans. And it might be easier than you think.

This episode welcomes Caitlin Johnson, a Swoz Consultant, as Scott's co-host for the podcast!

Scott and Caitlin discuss how the legendary brands actually did it (and how you can, too). In this episode, they discuss:

Why Star Wars can teach us a valuable lesson about our relationship to our customers
Tangible examples of how famous brands have cultivated Memorable Moments
Strategies to determine what makes your brand unique (and how to use this to create Memorable Moments)
Time-tested proof that showcases why any brand -- no matter the industry -- can create moments that customers will never forget
...and more

Remember: YOUR brand can be legendary too!

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Ep 7: An Honest Examination - Is it Realistic to Build a Legendary Brand?

Thu, 11 Jan 2024 02:00:00 +0000

In this episode, Scott takes a moment to respond to concerns about whether it's realistic to reach for legendary status.

Spoiler alert: There are some situations when it's not possible

Challenge alert: Maybe you should have a different motivation

Jump in and hear what Scott learned from 20 years of behind-the-scenes collaboration with some of the best in the world. It may not be what you think.

Remember: YOUR brand can be legendary too!

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Ep 6: Overview - Personalized Service

Thu, 21 Dec 2023 00:00:00 +0000

Your customers and clients don't want to feel like just another cog in the machine. But how can your brand implement strategies to genuinely make your customers feel seen and valued?

Join Jack and Scott as they explore the transformative power of Personalized Service, and how it can elevate your customer's experience to the next level.

In particular, Scott and Jack discuss:

What Personalized Service does not look like (hint: you don't have to be their best friend)
Tangible examples of brands that excel at Personal Service, and how they achieve it
Personal stories from Scott and Jack as customers at brands that prioritize Personalized Service
The single best thing you can do to facilitate incredible Personalized Service as a brand
....and more

Remember: YOUR brand can be legendary too!

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Ep 5: Overview - Operational Excellence

Thu, 07 Dec 2023 02:00:00 +0000

Even if your brand is a household name, it can quickly fall apart if it stumbles in one crucial area: Operational Excellence. This goes beyond catchy jingles and recognizable logos. The key lies in delivering a consistent customer experience built on trust.

Join Jack and Scott as they explore tangible examples of what Operational Excellence looks like, and the reasons why even the world's biggest brands can seem mediocre without this vital element.

In particular, Scott and Jack discuss:

The #1 way to destroy your brand that many overlook
Why two brands can go through the same hardships -- yet customers love the one brand, and hate the other
How brand relationships mirror interpersonal relationships, where inconsistency destroys trust
....and more

Remember: YOUR brand can be legendary too!

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Ep 4: Overview - Customer Insight

Thu, 23 Nov 2023 04:59:00 +0000

Legendary brands know their customers. And this isn't just merely about data -- it's about something much more than mere numbers.

Join Scott and Jack as they discuss the key concepts in understanding Customer Insight.

In particular, Scott and Jack discuss:

Why average brands run on customer data, whereas legendary businesses run on customer insight (and the difference between the two)
Why defining your brand around your personal perspective and insight halts your progress in creating raving fans
How to easily apply a very tangible strategy to gain customer insight
....and more

Remember: YOUR brand can be legendary too!

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Ep 3: Overview of the Customer Experience Engine

Thu, 09 Nov 2023 04:00:00 +0000

Delivering a powerful customer experience often works like an engine. Just like a car engine, each component is integral in making sure your brand is firing on all cylinders.

Join Scott and Jack as they discuss the Customer Experience Engine that Swoz Consulting has used to transform countless brands.

In particular, Scott and Jack discuss:

The one missing piece that even world-class advertising and marketing can't make up for
What is the true currency of business (it's not just money)
The difference between customers that love your brand vs. customers that rave about your brand
Why each part of this Customer Experience Engine must work in tandem to deliver powerful results

Remember: YOUR brand can be legendary too!

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Ep 2: How Do You Know If You Have Raving Fans?

Thu, 26 Oct 2023 00:00:00 +0000

The best brands don't just have mere customers -- they have raving fans. However, how can you know for sure that your customers are as invested into your brand as you are?

Join Scott and Jack as they discuss the THREE SIGNS that will help you determine how fanatic your customers are about your brand.

Additionally, Scott and Jack discuss:

Why raving fans are the best marketers
The reason why rah-rah speeches about "caring more" or "trying harder" fall short
The one deciding factor that determines if customers will buy your products at full price
The powerful philosophy that should always come first before you think about expanding your brand (growth will be a natural consequence, rather than forced)

Remember: YOUR brand can be legendary too!

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Ep 1: Who Is This Podcast For?

Wed, 11 Oct 2023 21:30:27 +0000

Your brand has the potential to become legendary. Greatness isn’t just reserved for the Apples and Disneys of the world – it’s for your brand too! With over 15 years of taking brands from ordinary to extraordinary, Scott Wozniak and Jack Fussell of Swoz Consulting are here to give you the strategies you need to unlock your brand's legendary potential.

In this introductory episode, join Scott and Jack as they discuss:

What inspired the creation of this podcast
A remarkable brand from an unexpected industry that's miles ahead of the competition
Why seemingly unlikely brands and industries hold a hidden edge over popular brands and saturated markets
How this podcast can help YOUR brand achieve legendary results

Welcome aboard this journey of making your brand legendary!

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