By the time that you are listening to this, I should be in Florence, Italy visiting my daughter who is studying abroad. I’ve never been to Italy, and by extension of that I’ve never been to Florence, so there is going to be a lot to experience while there. Hopefully there will be some fun tales to tell afterwards!

Having stories to tell is different from being able to tell stories. It is an art to be able to tell a good story, one that not only keeps people engaged, but also transmits some knowledge or lesson as well. Stories are one of the best ways to share knowledge in a way that is relatable and impactful.

One of the things that I have learned from doing this podcast is that everyone has a story to tell. I also have learned that sometimes people need some assistance telling their story. That can be limited to just some conversational prompts on a podcast, or a longer-term mentoring about how to put those stories in writing.

I’ve long been interested in public scholarship, taking what I know as an academic and putting it into terms that a broader public can be engaged in. As an academic, I also know that my communication style has been heavily influenced by academic writing, which if you have ever tried to read that style you will know that it isn’t conducive to engagement. So you could say I needed a little help with telling my story.

That’s why I partnered with Eric Koester and his company Manuscripts. That’s also why I am having him as a guest on EXD today. Eric started Manuscripts from an experiment that he ran while teaching a college class. The assignment for all of his students was to write a book by the end of the semester. From that process came the idea of a larger effort to help people tell their stories, and that has resulted in 3500+ published authors, 350+ national and international award winners and finalists, and a 90% manuscript completion rate. I might add that Manuscripts also is a Certified B Corp!.

Eric and I cover a lot of ground in this conversation. We discuss the limits of modern-day education, and how to design more impactful learning experiences. A key is to connect with people’s interests and passions. Eric shares findings from his research on inflection points in people's careers, highlighting that substantive, collaborative projects are key to achieving such points. Eric emphasizes the need for projects that can be packaged and completed, such as a 12-episode podcast season or a 200-page book, rather than starting with smaller tasks like a blog or a single podcast episode.

Eric discusses the importance of systems in achieving goals, particularly in writing books and dissertations, and highlighted Manuscript's B Corp certification as part of its mission to empower underheard authors. We discuss the principles of creating knowledge movements and thought leadership through books. Eric explains that successful movement-driven books typically teach either a new type of person to aspire to be or a new type of action to aspire to do, emphasizing the importance of simplicity and intrigue.

And I can say for me that working with Eric and Manuscripts has been extremely helpful in getting me to tell the stories that I have been wanting to share.

Eric Koester: https://erickoester.com/

Eric Koestler on LinkedIn: https://www.linkedin.com/in/erickoester/

Manuscripts: https://manuscripts.com/

“Super Mentors: The Ordinary Person’s Guide to Asking Extraordinary People for Help”: https://www.amazon.com/Super-Mentors-Ordinary-Persons-Extraordinary/dp/B0B5Q6V6BB

I don’t know about you, but I find the cereal aisle to be a pretty wondrous place. We’re all probably pretty used to it, but just imagine the cereal aisle from the perspective of a person who has never seen it before. It’s a lot. I mean, how do you pick a cereal when you don’t know what each of them has to offer.

Of course, this is where marketing comes in.

Marketing is that thing that tries to connect us with products, services, organizations, and every other matter of thing that is trying to get our attention. In the Attention Economy, that’s a tall ask. The Attention Economy refers to how human attention is a scarce resource and can be traded for profit. The key point here is it is a ‘scarce resource,’ and one that is only getting more scarce. As an educator, I know this very well. We only have so much attention to give, and there is more and more that is competing for it.

Marketers have a much harder job, but luckily for them they have more tools at their disposal to help. The trick is how to best use them.

Today's guest on Experience by Design is Lisa Cole, Chief Marketing, Product, and AI Officer (or CMPAIO) of the company 2X. She also is the author of the just released book The Limitless CMO). She also is the author of the books “Brand Gravity” and “The Revenue Ramp.”

We talk about how growing up she was the kid that always tried to take things apart to see how they worked. That translates very well to exploring how AI can be leveraged for marketing today, digging into it and seeing how it works in order to capitalize on its abilities in the Attention Economy.

We discuss how we need to spend more time learning than just doing, finding ways to do things differently than before if we want to stand out from the noise. Lisa highlights the importance of reimagining workflows and tasks before applying AI to optimize outcomes and prevent inaccuracies. Afterall, the product produced through the use of a tool is always dependent on the skill of the person using it.

Lisa’s new book shows how marketing leaders can overcome constraints through three key levers: running marketing like a business, leveraging outsource models, and adopting AI. We also discuss the relationship between sales and marketing, and how many companies continue to make it harder to buy when they finally get your attention.

Finally, Lisa shares how she used an AI-based tool to interview her on long drives to help her generate ideas for her book.

In this new era of attention competition, there is a lot to learn to make people aware of our presence, and this conversation is a great place to start no matter what you are marketing. Even cereal.

Lisa Cole: https://www.linkedin.com/in/lisacole01/

2X Marketing: https://2x.marketing/

“The Limitless CMO”: https://www.amazon.com/Limitless-CMO-Transform-Order-Taking-Market-Making-ebook/dp/B0GSCXR8HM

I have long taken an interest in, and even done research on, this idea of “labor-saving technology.” Maybe it is because I had a front-row seat to a lot of the technological transformations that we now pretty much take for granted.

In ninth grade, I had a typing class on fully manual typewriters, the kind where the keys would jam and you had to whack the return bar. Good times. The next year, the school installed PCs for typing class. I also have lived through dot matrix printers, dial-up modems, floppy disks (the actual floppy kind), cable television arriving, cell phones becoming ubiquitous, and a whole host of other “advancements” that promised to make my life easier and better.

I don’t know about you, but I’m not feeling it.

Making things more efficient doesn’t mean the outputs are higher quality. Rather, they just become more frequent because the actual labor it takes to do an individual thing goes down. However, as nature abhors a vacuum, the reduced time it takes to do one thing is filled by doing other things. Sure it takes a shorter time to get an email than “snail mail.” But imagine if we got as much snail mail as we do email. Only pop culture stars would get that amount of mail, and they have assistants to help them answer we. We have to answer our own emails!

What does it all mean? I’m doing more and more, but does that mean I’m more and more successful? I can be in contact with more people, but am I more connected? I can produce more, but am I more productive? I can access the most advanced health care in human history, but am I healthy? These are the contradictions of our time. We were promised one thing, but we are finding ourselves in another place. The present is not as advertised.

And I’m still waiting for the flying cars I was promised growing up.

To tackle these deeper questions, I have Dr. Camille Preston on Experience by Design podcast. Dr. Preston received her PhD in Psychology at the University of Virginia, for which her work on policing domestic violence received the APA International Best Dissertation Award. That work led to a broader interest in trauma, grief, growth, and recovery.

Today as Founder and CEO of AIM Leadership, she is an executive coach to senior leaders in major companies, a well-traveled keynote speaker, faculty member, advisor, and author. Her works include three books, “Living Real: Redefining Success, Presence, and Happiness,” “Rewired: How to Work Smarter, Live Better, and Be Purposefully Productive in an Overwired World,” and “Create More Flow: Igniting Peak Performance in an Overwired World.”

We talk about how there is a tendency to avoid difficult conversation and suppress trauma, which impacts all aspects of our lives (including being effective leaders). She discusses the challenges of building authentic connections in this technological era. As a result, organizations need to create places where people can build relationships through simple conversations and shared activities.

Camille talks about moving from the “Information Age” and into the “Wisdom Age,” where individual AI will disrupt traditional sources of power and expertise. Finally we discuss her work as a “Business Doula,” helping individuals and organizations navigate transitions and giving birth to new possibilities. After all, times of uncertainty create tremendous potential for growth. All we have to do is to start embracing the “woo.”

Dr. Camille Preston: https://www.camillepreston.com/

Camille Preston LinkedIn: https://www.linkedin.com/in/camillepreston/

“Rewired: How to Work Smarter, Live Better, and Be Purposefully Productive in an Overwired World”: https://www.amazon.com/Rewired-Smarter-Purposefully-Productive-Overwired/dp/0984904107

“Living Real: Redefining Success, Presence, and Happiness”: https://www.amazon.com/dp/B0F7T38495

“Create More Flow: Igniting Peak Performance in an Overwired World”:

https://www.amazon.com/Create-More-Flow-Performance-Overwired/dp/0984904115