Introducing The Growth Catalyst Show
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Welcome to The Growth Catalyst Show where we believe that growth can come in many forms, professional, personal, company, sales, you name it. I'm your host, Dan Mahoney, founder of Transcendent Sales Solutions and a guide to a world of growth possibilities. I've spent my career empowering companies and their people with strategies that accelerate growth.
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I'm here to bring you stories of these business leaders and their trusted advisors to gain insights into their journeys and learn how they fueled their own growth. Just maybe their journey could become part of your own growth story. Are you ready? Let's grow.
Meet Mark McKenzie of DocuMax
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Welcome to the next edition of the Growth Catalyst Show. I'm your host, Dan Mahoney. My next guest, Mark McKenzie, is the owner and partner of DocuMax Digital Printing. Since 1975, DocuMax Digital Printing and the McKenzie Brothers have provided experience and expertise in custom to small, mid-run printing, copying, kitting, and fulfillment to national accounts and Metro Atlanta businesses. Mr. Mayor, Mark McKenzie, welcome to the Growth Catalyst Show. Thank you, Dan. I appreciate that quality introduction, and I appreciate your vote in the next election.
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That's right. That's right. Well, we'll get into politics later. um but We probably won't. So yes, not so. ah So, you know, I've i've really enjoyed ah getting to know you over the past several months. ah And, you know, I just want I love the opportunity to learn more about you. And so tell me, where did it all start?
The Origins of the Family Business
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So ah I have a very large family. I have six brothers and three sisters. And my father was an accountant with Grant Thornton out in Colorado Springs, Colorado. And he needed a way to get his children off his payroll. So he bought a quick print franchise in Atlanta, Georgia.
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And after we would graduate high school, he would ship us to Atlanta to work in the family business. and they were out here My father, a partner, and my uncle were absentee owners. And basically, we were the worker bees for their business.
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but It allowed us to leave home, save money for college. ah And then we were allowed to go back home and live at home as long as we were going to school. If we weren't in college, we basically had to go out and fend for ourselves. And I fell in love with printing. I went back to Colorado for a couple of years to take printing at a tech school and Bikes Peak Technical College.
Transitioning and Role Dynamics in Family Business
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and Learned graphic arts and printing and then I came back in I bought into the family business ah in 1977 or 78 excuse me in 1978 I bought into the family business my two brothers and I had bought out the partner that was in the business with my uncle and And in 1990, we bought out my uncle and the brothers and I have basically owned and operated Documax digital printing since then. We were a quick print franchise for 22 years, got out of the franchise and changed our name to Documax. Well, your father was a wise man because he didn't.
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Versus ah opening up a law firm, he opened it up a print shop to get everybody in the family business. He'd probably still be paying it off, right? He would be. if He had nine a family of nine lawyers. Could you imagine that? Yeah, yeah it it' it's a challenge. so But growing up, yeah you learn how to share. you know A large family like that, you learn how to share.
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You also learn how to be responsible for each other and those you're surrounded by. So good lessons. I wouldn't change it for the world. I do work with my family. We've had struggles ah over the years, but we've hired people to come in and help us figure it out. And we we as I tell people, we work in an adult working environment. ah Family is family, but business is business. and At the end of the day, you have to do your job. If you don't do your job, the brothers will get rid of you.
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And family businesses are tough. I mean, I, uh, I worked for my brother, uh, God, 30 plus years ago. And, you know, we didn't work together very long and, uh, you know, cause the
Leadership Rotation and Success in Family Business
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dynamic was different. Again, we were all, we were younger and there was, uh, you know, we worked together very closely now on other projects and things, but at working with family and I've seen it in, in my trails is, is difficult in family business.
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It is yeah and you know but I think that have the separation of duties know what you're supposed to do as part of your job also having a respect for the other members and their jobs. I mean that's part of it is is I can't go in and tell my brother who manages production ah I need this job done now and you got to do it. His job is to make sure all our customers are taken care of.
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and One of the fascinating things I loved right before we started the show, I asked you, what is now what's your title? Because it just says owner. And what was your explanation to me, which was is amazing? Well, we we basically rotate that duty between the brothers over the years. they Just you know about every three or four years, but someone else will step up and be the CEO. Someone will be the ah secretary, treasurer.
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It's important that we understand those duties and what it takes to fulfill those duties. But also, you know, I like to do other things besides having to worry about ah the management of the of the printing company. When I do have that duty, i I take it seriously, but we rotate it. And that's part of, I think that's part of our success. and Because we tend to appreciate each other in the decisions that are being made at those levels.
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so Yeah, and that and and I think that decision vacuum with families, whether it's brothers or it's ah cousins or whatever the relationship is.
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that's where things usually get murky, and what I've seen. Right. I agree. And you know, it's, ah it it's those situations I've participated in a, a mastermind group, a peer group of industry ah printers across the country. And ah we would meet and most of us were family owned businesses and we had the family dynamics that were sometimes issues that we would have to help each other solve. And like I said, separation of duties. Basically, everyone has a job, whether it's the sales, the marketing, the management, the production manager, ah customer service, whatever those may be, you know CFO,
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those duties are separated and you're responsible for the duties that you you have at hand. and But you also respect the others that are doing that job and you you don't step on their toes just because they don't always agree with what you want, the direction you want to go or how you want to service your clients and or service the your employees or your vendors or whatever.
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so it's It's all and all. it's work We're in it together. We're in it to win. But you know we also have the respect for one another at the end of the day. which is Which is key, whether you've got family or anyone in your business, is that respect factor.
Career Choices Beyond the Family Business
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ah Are there any third generation Mackenzie's in the business? You know, uh, no, uh, my, my children worked in the business. My nephews worked in the business. Uh, my nephew, uh, my youngest nephew, JP Mackenzie, my brother's son, he has a coffee shop up in Gainesville called a metal arc coffee. Uh, he has an entrepreneur spirit, but he's also a musician as well. So he likes to play music. but he's in the service industry, ah has his own coffee shop, but he and his wife also do wedding photography. My other nephew is an executive at JP Morgan. He's a financial analyst and he enjoys that. ah He works with a lot bigger companies than DocuMax digital printing. And then my daughter is a special needs teacher or
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She now works at the Marcus Center for Autism and is a caseworker there. And then my son is a farmer up in Michigan and he grows cannabis. So it works for, he's a senior director of cultivation for a cannabis company up in Michigan. and Uh, that's what he does. So maybe if my grandkids grow up fast enough, they, they might. Well, and you know, you speak of that. That's one thing when you and I talk, we can talk about it forever. is And you know, we're part of that exclusive club that is the greatest club of all, which is the grandparents club. That's right. That's right. That's, that's the, one of the biggest blessings I have and I'm grateful for it. Same, same.
Evolution of the Printing Industry
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um you know Talk about the printing industry. I remember as a young buck, one of the jobs I was interviewing was a printing company back in Chicago. in the late 80s and it was all about, you know, running to law firms and documents and printing and, you know, running around the loop trying to do that. And and the business has really changed. Talk about the evolution of just the printing business in general. Well, so i we were a quick print franchise. It was basically, but we were small format, quick quick run, quick turnaround.
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and ah mostly b to b a B2B business play. Basically, our clients were ah banks,
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ah law firms, ah accounting firms, small and middle-sized businesses, restaurants, ah private schools, and they they still are. ah But when we got rid of When we got out of our franchise, at that time, we were doing a lot of litigation copy work for several law law firms in town. and so We thought we were going into the documentation business of you know doing litigations and multiple copies. and
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and that type of work in the legal industry. And it was a good part of our business, but it became commoditized very quickly. A big player came into town and basically put in facility managements in all these law firms and commoditize the copy. He would charge for removing a staple would be very expensive or taking a paperclip off a document. But he only charged like maybe a penny for every copy where at the time we were charging about 12, 15 cents per copy. But we would
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included in that, where we we would remove the paperclip and the staple and put a staple back in. Well, he charged for all those other services. He charged only a penny per copy, but every time he put a staple in, it was a nickel. The paperclip was a dime. ah So at the end of the day, he it became more of a commodity and there wasn't a lot of value in that. Everyone was saying, well, just do it the cheapest way you possibly can.
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And so we kind of, we changed our name to doc Q max thinking that's kind of the direction we're going. And we realized that the profit in our industry was providing the value and the marketing and branding services that our clients needed. So their pocket folders, their banners, their, you know, uh, the stuff that they were presenting to their clients to promote their brand and their image. And.
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we realized that's where the value was in our business. And that's kind of the direction we went back to almost a traditional print printing company. ah You know, we used to have a big four color Heidelberg ah GTO on our on our floor, several smaller Heidelbergs, a big 28 inch single color Heidelberg that we ran. And it was about producing brand, image, quality. and But with the way technology started evolving, it became apparent that static printing was not the future. The digital printing is is where the future is. so
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i can produce a ah a mailer for you and I could put your name on there, personalize it with your name, your brand, your photo, your image. And I can pretty much send that same message doing the same thing for two, 300 other people, putting their name, their brand, their image on that piece. And it's it's what we call variable ah variable data. It's basically taking a data set and being able to produce something that's personalized.
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Uh, still the same message, but it's personalized and catered directly to you and what your needs are. So, well, I mean, uh, and the service your company provide, I'll speak.
Expanding Beyond Printing: Adapting to Client Needs
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I mean, it's, it's white glove. I mean, if anybody's watching our podcast, uh, on the back on the video, there's a banner behind there that I needed done for a marketing event for myself, a branding event. And I called Mark McKenzie and.
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You know, not only were were they able to get me and you were able to get me that banner in the timeframe I needed, it and I didn't come to you the day before, I'm sure. I wouldn't have been the first one that did that, but I did, I, you know, bought probably about a little of you know week or so, a you know, week or so before, you know, not only were you able to help me get that banner and get it to me in the time I needed, but I had a logo that you were able to take for the show and you were able to vector that logo, which I'm into. So I actually looked at you as more of a, of a, of a printing company. You were almost like a kind of a marketing, you were helping me with my marketing and branding as well. So it's a lot different than I even expected.
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but Well, thank you. and and And that's really, that's the value add that we try to offer our clients. I'm not saying we're the best in graphic design and and art, and we ah but we do have a little bit of experience and a little bit of knowledge. ah we're not real we're We're a printing company. ah We work with a lot of marketing companies to help us provide those services to our clients.
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and With that being said though, we've been around long enough that we kind of know what you probably need. yeah It may not be what you want, but we know what you probably need, and we're willing to work with you to get you to that point of of what you want as like as well as what you need. Yeah. Well, it's simple things. Like, yeah, I mean, you know i I didn't need something you know too elaborate, and but you gave me more than I expected.
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and you know and That's what it's all about is, you know, getting the customer what they need. That's right. Well, and that that's it. At the end of the day, it's, it's basically meeting the customer of where they're at, not where you want to be. And, uh, you know, if you provide that value time and time again, you're going to have consistent customers over the long haul. So next year will be the 50th year for DocuMax digital printing. And that's a,
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That's a that's a big milestone. You know, as a as a business owner, give some perspective on that. And you've been involved with the business pretty much since the beginning. yeah um Give some perspective on, you know, from entrepreneurs out there is, you know, having a business and having that longevity and, you know, some thoughts on, you know, and some perspective. I'd love to hear from you.
Keys to Success: Mentorship and Learning
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Let's take a moment for a quick word from our sponsor. This episode of The Growth Catalyst Show was brought to you by Transcendent Sales Solutions. Whether your company is facing uncertainty, declining sales or resource limitations, Transcendent Sales has the solution. Their team has decades of experience helping businesses find alignment to meet their growth goals and transforming underperforming sales organizations into revenue producing market leaders.
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They take a hands on results oriented approach to solving sales challenges. Visit transcendence sales.com to learn more and subscribe to the biweekly growth catalyst newsletter for insightful growth strategies, transcendent sales solutions, empowering businesses to reach new heights. And now back to the show. Well, uh, first of all, we're lucky. We're blessed.
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And you know we've had our challenges. we've We've had a lot of ups and downs. One thing that I'm gonna just tell you something that ah was preached to us a long time ago. My dad said, if you wanna be successful, surround yourself with success. You wanna be a millionaire, surround yourself with millionaires. You wanna be a contributor to society, surround yourself with contributors to society. So find yourself a great accountant, find yourself a great banker, find yourself a great attorney, find yourself, you know,
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inspiration, people that help you inspire what you do. Continue education, always be learning. You just, you can't stop. You know, when you need help, ask for it. And the other thing is, is a dance instructor, because you have to know how to pivot and dance. When things change, you have to know what direction you need to step.
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and understand. and And sometimes you might take two steps in the wrong direction, but you need to know how to pivot and work your way around because, you know, there's ups and downs in businesses and we see it. I mean, COVID is a prime example. ah You know, it's something that no one has ever lived through that I know of that it changed the market and the dynamic of doing business. And, uh,
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It's a challenge. So when all your customers are on Zoom, doing Zoom meetings with you, but they don't want print because they're not interacting face to face with people, they basically are saying, well,
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you know what What service or value can you provide? Well, it just so happens that email boxes were overflowing with spam and junk and no one was having the opportunity to to actually go through it. But the mailbox outside your door was pretty much empty. So it kind of like market where your competition is not marketing. So put your message in a mailbox. You know, people go out and they still want to go pick that, see that mail moment is what we talk about it in our industry is when someone opens a mailbox and they see something that's personalized with their name, whether it be a
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a holiday card or a birthday card or just even a sales flyer. But when it's personalized with their name and their needs and their wants, it it's a pretty powerful message. And that's what you have to do is you have to learn how to pivot and go where the others aren't. And in in our basically the 49 years we've been in business,
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we did we One of the first things we did was we surrounded ourselves with successful people, whether it be ah our industry, people in our industry, we go to the industry shows, we talk with other people in the same industry as us.
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We try to learn as much as we can about our industry. And then also having know friends that are are your accountant and that are your attorney, a sales coach, a mentor, ah all those things.
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are valuable. And, you know, you look at Tiger Wood, Tiger Wood has three or four coaches. So, you know, but he's the best of the best in the golf community. ah You know, he might need a ah couple other coaches for other things. But my point is, is not to you have to have, ah yeah you have to have somebody that can give you real positive feedback and also help you with your struggles because we all, you know, we hurt our backs. So we need a chiropractor that can help with justice or a physical therapist or you need a fitness coach, you know, when, when your health is not good, find somebody that can help you. And that's really one of the messages that I, anybody says, well, how do you, how are you been around for this long?
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I found people that can help and also not being afraid to ask for help when you do, which is. import Very true. You know, and, uh, some of the greatest coaches I know, which surprised me is they have coaches as well. You know, they coach some of the best of the best and you know how they stay at the top of their game. Cause they have coaches too. yeah So that's exactly.
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You know, I remember one of the times that I had first met you and I was in a group and I heard you talking to people and I heard you say, you know, you always need a wing man and you never, and and you never want to eat a alone. And I looked and I said, I don't know this guy, but this guy sounds like a player. This guy sounds like a player here. And then I realized as I got to know you, of course, it's about your philosophy on networking, which you are one of the most, uh, you know, you're very well known in Atlanta. That's why. affectionately and I'm not the only one calls you Mr. Mayor but you have a ah way about the way you network that I think is unique and it's real and it's intentional and I know that's been a big part of how you've in your brothers have built DocuMax. It is and that and so as as hard as it is to believe I would I'm somewhat of an introvert I would rather sit at home read a book and
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you know, uh, piddle around, you know, not really do anything,
The Art of Networking
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but as part of, uh, being accountable, uh, to those I'm surrounded by. One, one way to do that is when I go to an event, I invite, and I don't usually just invite one person, I invite several people because If you invite five, you might get one that says yes. So ah you know you use those numbers. But I never network alone. I try to never go to an event without bringing a prospect, a client, or a friend to that event. And it it works both ways. I'm able to make introductions.
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to the wing person that I have, the wingmen that's present or wing wing people. I mean, ah we were at an event that i I was participating in and I think I had 18 people ah at that. I was one of them. Yeah, that's right. And and and you knew several of those people in the room. t But the thing is is that you there were people in the room you didn't know. And it's important to kind of be in a connector, connecting the dots, finding people that have the same interests, ah you know the same energy, the same passions, and connecting those people.
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and that's really ah become a passion of mine. That's something that I ah read a book, it's Never Eat Alone by Keith, I forgot Keith's last for sorry, that's over on my bookshelf somewhere over here. ah But it's the book is Never Eat Alone and it's basically go to, ah you go to an event, you go to a lunch, you go to a breakfast, have breakfast with somebody.
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you know, that that is meaningful. You have a meaningful conversation and connection with those people. Go to lunch, have eat lunch with other others, you know, go to dinner with others. It's usually my wife or my children, but, you know, it's still meaningful and it's impactful. But when I network, I never network alone. I always invite people to come. And it's it that's where the value of relationships start to build and last is because if I can introduce you to somebody and the two of you actually do business with one each one another, at the end of the day, every time you two see each other, who do you think of? You think of Mark McKenzie because I introduced the two of them. So that helps me stay top of mind, which is... well
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Which is key. It's top of mind. I agree. So I went and looked it up. what It's Keith Ferrazi. Ferrazi. Yeah, that's right. Yes. So I hadn't read that book, but I'm going to actually get it. Um, you, so you mentioned something you said about being a connector. And the one thing I love what you do is I've seen the super connectors. Anytime I see a, the word super connector, I get worried because sometimes I've seen that words that though those folks are just trying to, connect somebody to somebody just to check the box, but you're so intentional yeah about you're about your networking and how you do it. And where did you learn? I mean, because we're all trying to, how did you learn to do it as an introvert? By the way, I'm an introvert as well. It's how we recharge ourselves. it's it's it's It's how we recharge ourselves is what defines us. It's not what profession we're in, which I know you know that. Yeah, that's right. So, you know,
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ah Like I said, it's always, always learning. You know, ah basically, you know, Dale Carnegie, ah you know, there's a book that David ah Alexander is a longtime friend of mine and Brian Hart.
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I can't think of. Brian Hilliard, excuse me. They wrote a book with Ivan Meisner, who Ivan is the founder of BNI. And the book was a bestseller and it's called never or Networking Like a Pro. And I read that book and it made me realize that there's value in networking, but there's more value in helping others connect ah with each other. And you know it part of it is the upbringing. you know My friends were my brothers and sisters, even though I went out and found other friends in the community, you know, whenever it'd be raining outside and we were able to lay monopoly or cards or whatever, I didn't have to go to someone else's house. I had an instant friend right there at our table. So you learn through our upbringing, I think we've we learned that, you know, be kind to one another.
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And the other the other value is is I like to talk and ah and I have to catch myself because I will talk about myself forever. But the real value in connecting others is listening, is finding out what they're passionate about you know and what they do. and then finding that, and when you run across somebody else that has those same passions, it's like, oh, yeah, the two of you should meet. Not not because there's business dollars at the end of the day, it's because the two of you have the same passion for the same things and and making our world a better place. And eventually the dollars will come around. And you know i we we have a ah mutual friend, I think, that
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you know, how, uh, Selinger is, he's, uh, he basically fosters dogs, golden retrievers, and he's fostered a hundred of them or more. I think it's a hundred plus now. And, you know, for me, somebody that cares enough about animals that's willing to sacrifice their time to try to make a better place in this world for those animals, as well as the people that those animals touch. and you know that's you know I can't sing enough praises about that individual. now
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I don't use Hal's services, but I do praise Hal on the things that he does. so you know he has ah He has a sailboat and he takes his clients selling. Instead of going out and playing golf, he takes his prospects in class so and That's where you you basically have to find what others want, where they want to be sold. and you know Some people want to be sold on a golf course and some people want to be sold on a sailboat. Others want to be sold at the ballet that your grandchildren are, the performance your grandchildren are putting on because you have that same interest of grandchildren or dogs or cats or whatever. How do I learn it? ah Trial and error. I think that's a big part of it, but it's like anything else, you know, you gotta practice. So I go out and I practice.
00:30:13
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And some days I do a lot better than others. I'm just saying, I'm not, I'm not the best at all of it, but some days I'm pretty good. Yeah. Well, we all have our good and bad days, you know, and a couple points that you made is you don't know how to meet people unless you listen and listening is so key because you, you don't, because a lot of times as you, you know, people are thinking about what they're going to say next versus listen, what somebody says. and Finding their passions and one thing I wanted to ask you is I know you have a lot of passions and one of them is golf for kid golf for the kids Right and you've been a co-chair of that organization. I think you're coming up on your 15th year event coming up So talk ah just just talk a little bit about
Giving Back: Golf for Kids Charity Event
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that. So I've been active in this event For 16 years. We're on we're coming up on our 18th year. Okay, and it's basically
00:31:08
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Angie Raycup is the founder and she basically, she and I met at a networking event, actually at a horse farm. We knew each other previously, but we really didn't know each other until we were at a horse farm up in Dalton and they were selling million dollar horses, Egyptian ravian horses. And I didn't have that kind of money in my pocket. So I was looking for people to talk to that might have that money. And Angie was one of them and we hit it off.
00:31:36
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she basically started showing up our event prior to her event, prior to the golf outing that she was doing. And she was looking for golfers and sponsors and people to donate. And I just said, well, look,
00:31:51
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I'll play, up I'll get a foursome, I'll play in the tournament and let me sponsor the signage, you know, the T-signs. ah ah We can print the T-signs in the banner for you and whatever other collateral you might need. And that was your that was year three is when we actually started doing that.
00:32:12
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and And I just told Angie, I said, well, you can grow this dramatically. I said, it's for a great cause. We we basically, ah our tournament benefits children's healthcare of Atlanta and the Aflac Cancer Center.
00:32:27
Speaker
The first $15,000 we raise is earmarked specifically for the K-9 for Kids program, which is putting golden retrievers and whatever other dogs, therapy dogs and service dogs into the hospitals. I think currently they have about 16 or 17 service dogs roaming the halls at Scottish Rite, Eggleston, and at Children's. And they help with the healing process.
00:32:53
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and We basically, I just said, you could grow this tournament. And she says, that's good. And I said, well, who who's helping you? And she was the only one doing it. She got a little support from the from the financial firm that she worked for.
00:33:12
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And I just said, well, in you need to think about you know getting a you know some advisors or helpers. And she said, good, I need an advisory board and you're the first person to join. And but she basically told me I was part of it. And that's Angie. Yeah, that is Angie. And and God bless her. We love her very, very much. And but she
00:33:39
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she allows me to contribute, ah you know, and that's part of ah running successful operations in organizations is let the people shine where they shine and let them take the handle and and run with it. And she's very good at that. And so she made me the co-chair after like year three or four or five, I don't know exactly when, but I was on her advisory board where you we have about 15 or 16 members on the advisory board, all wonderful people.
00:34:12
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We had several friends of the board which are past advisory board members that still contribute and participate in our tournament. And this year I think we have completely sold out of sponsorships and forces. We're still looking for ah the the donations and the dollars and ah because it's going to a great cause. It's battling childhood cancer and you know when you go through the you do a tour of the hospital and you see some of these kids that are you know just had chemo two three days prior they're feeling terrible and in that you see infants and incubators you know it it's a challenge and then when you
00:34:57
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get ready to leave the hospital, you realize that you know you just may have viewed a child that may not survive. their battle with cancer. And, you know, but they're still in, they're still in there struggling, you know, and fighting, you know, kicking tooth andnell and nail and fight or whatever. And it's a challenge. And there's, you know, it's not only the children, but it's the families that are involved in that. So it's for a great cause. It's to help
00:35:28
Speaker
us. It's my way of helping with the war on cancer and I'm passionate about it. i I enjoy it. I think ah that part of being blessed as a business owner in this community, Atlanta, Georgia, ah you know yeah have to give back. you know you yeah yeah It'd be nice to keep all that money in your pocket, but it just wears a hole in it. You might as well share those blessings. so Amen. Well, Mark, yeah i am I am blessed to have gotten to know you over the last year and you know you are
00:36:08
Speaker
you know You are more than Mr. Mayor, you are a community leader, you're a servant leader, and you lead with your heart, and that's why I'm glad to call you my friend. ah Last question is if anyone listening wants to learn more about documents, digital printing, or golf for the kids, what's the best way to find out and reach out to you? Well, but golfforthekids dot.com is is where you find out about our tournament.
00:36:34
Speaker
um www.documax.com is our website to our family business. We would love to help anybody that has a need and we can help them. We'd love the opportunity. That's what it's all about.
00:36:55
Speaker
Mark, thank you for taking some time on the Growth Catalyst show today. You gave us some valuable insights that I can't wait for everyone to listen to. Dan, thank you very much. I appreciate the opportunity, and I do appreciate our friendship. And I look forward to many, many, many years of friendship. Thank you. Thank you.
00:37:26
Speaker
forward to our next journey together. If you've enjoyed the show, please subscribe and leave a review. Until next time, keep growing.