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Managing the Blind Spots – a conversation with author, Brady Dahmer
17 Plays19 days ago
How to prepare for what you don’t see coming - Marketing Edition
Like most entrepreneurs there came a time in Brady Dahmer career as a business owner when he looked back and relived the trauma of the mistakes he had made in building his business Tropoly a brand studio.
Brady lamented that there had not been a way for him to learn how to avoid the mistakes he knew he had made. So, Brady decided to create the Blind Spots Handbook: How to prepare for what you don’t see coming - Marketing Edition.
In this episode of the Abeceder podcast The Independent Minds, Brady discusses his book with host Michael Millward.
Sharing their experience prompts frank exchanges that make for an informative and entertaining conversation about the marketing blind spots that can stop a business from scaling.
They discuss
- What a blind spot really is, and how they can impact a business
- Accepting that the problems blind spots cause, do not just happen to other people
- Real case studies that highlight how easily mistakes can be made, when you assume
- Accepting that you cannot learn everything and identifying what you really need to learn.
- The value that an expert can provide
- How to deal with someone who says that they know
This episode of The Independent Minds delivers implemental communication solutions for new and experienced leaders.
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Transcript
Introduction to Zencastr and Podcast Purpose
00:00:05
Speaker
Made on Zencaster. The all-in-one podcasting platform that really does make every stage of the podcast production process, including publishing and distribution, so easy.
00:00:17
Speaker
All the details are in the description. Hello and welcome to the Independent Minds, a series of conversations between Abbasida and people who think outside the box about how work works, with the aim of creating better workplace experiences for everyone.
00:00:35
Speaker
I am your host, Michael Middleward, the Managing Director of Abbasida.
Meet Brady Dahmer: Designer to Freelancer
00:00:40
Speaker
Today i am going to be learning about how to prepare for what you don't see coming from Brady Dahmer, who is the author of a book called Blind Spots, How to Prepare for What You Don't See Coming, so we have the right person in the room.
00:00:54
Speaker
Brady is based in Vancouver, Canada, a place I have enjoyed visiting. I would visit again. When I do, i will make my travel arrangements at the Ultimate Travel Club, because at the Ultimate Travel Club, I can access trade prices on flights, hotels, trains, holidays, and so many other travel related purchases.
00:01:15
Speaker
You can also access trade prices on travel by joining the Ultimate Travel Club. There is a link and a discount code in the description. Now that I have paid some bills, it is time to make an episode of The Independent Minds that will be well worth listening to, liking, downloading and subscribing to.
00:01:35
Speaker
As with every episode of the Independent Minds, we won't be telling you what to think, but we are hoping to make you think.
Transitioning to Freelancing: Challenges and Insights
00:01:44
Speaker
Hello Brady. Michael, how are you doing today?
00:01:46
Speaker
I am extremely well. Thank you very much. How about yourself? Amazing. Thank you very much for inviting me on this podcast. It's tell me this book, how did you come to write a book called blind spots, how to prepare for what you don't see coming?
00:02:02
Speaker
What's the backstory to, to Brady Dahmer and this book? My background is that I always kind of knew I wanted to get into something art related. For me, design and advertising was was one of those fields that kind of immediately called out to me.
00:02:17
Speaker
So right from college, i I jumped into the arts and I worked in large agencies in Canada, worked in the largest city, Toronto, worked in the agency world, learned a lot there, but also I also knew that I was ah you know a very small cog and ah in ah on a big wheel. So I kept on almost paring down um my work experiences, sort of the size of a of companies and how close I could get to the clients over time. So what started out as you know working for a really large agency, I kept on finding smaller agencies so I could be more in touch with the work.
00:02:52
Speaker
And then about 20 years ago, actually closer to 25 now, I took the leap and went out on my own. you know I became a freelancer. i thought about this the other day. i wrote the book that I wish was available when jumped ship and when i decided to go freelance and become an entrepreneur because any kind of consultant is is their own entrepreneur and it's it's your own business.
00:03:13
Speaker
Literally within within a week, I had gotten two calls from an old client and a friend of mine in sort of in situations that they could have easily kind of maneuvered around if they if they just had some insight, if they just had a little bit of knowledge. the The first one was they called me and said, our designer, who wasn't me at the time, because i I know better, but their designer at the time, their computer had crashed.
00:03:35
Speaker
They had lost all day the years of design files and all the image assets and everything that they'd done for that client up to that point. You know, my everyone called me and said, hey, what what can we do? I'm like, well, the first question I ask is, is where's your copy of of all the assets, of all the stuff you've worked on with this with this contractor, with this designer over the years? where's Where's your versions
Creative Project Assumptions and Oversight
00:03:54
Speaker
of it? And, you know, You get that blank stare and that kind of like the the moment that they realized that, you know, they had messed up. And again, this is going to come up a couple times in their conversation, but they assumed it was always going to be safe. And, you know, they they put the assumption on on the other person that that was going to be it. It's a very uncomfortable story to listen to. yeah it makes you think like, what is what's happening with my storage? What's happening with my computer storage when you hear this sort of story? yeah And it's like, yeah, you do assume yeah that the computer is perfect and will never fail you.
00:04:27
Speaker
And then it happens to people. It hasn't happened to you yet, but it might happen. A hundred percent. ah Right now, it's all all the kids are graduating. And I went to a um graduation class for a design school and I was chatting with the teacher. I had forwarded him the book before and um he said, one of the things he said, he's like, but one of the last things in your book is about storage. And he says, as much as many times as I can tell the students to you know get ah get a hard drive or or use Dropbox or or Google Drive or one of the sort of services that are out there to save their files, He said, inevitably, there's always one student whose hard drive will crash every year and they'll lose all their work.
00:05:06
Speaker
it's it's ah It's such a big thing. And if you, I was thinking about maybe how to teach this because we we were talking about me coming in talking about it But if you, you know, for anybody that's out there, just think about how many hours ah go into that creation of all the content of all the documents. Michael, for your recording, you know, every time that you you do all of this stuff, just think about the hours of not just recording it um and doing it. But, you know, if you have editors doing certain things or everything that was involved in just from an hourly standpoint, not even cost standpoint, from an hourly standpoint of recreating all of that, what that would cost. And then, you know, you can kind of work out a a nominal value of that.
00:05:41
Speaker
Oh, it's ah it's a substantial cost. Yeah. And so for something like Dropbox or Google Drive, you know, a couple hundred dollars a year, you know, it's it's just it saves it somewhere. Yes. I like the online services because it's just sort of it's it's in the cloud and, you know, it's it's very well saved that way.
00:05:58
Speaker
That's one of the biggest things to just look at these small things. Again, those assumptions, those blind spots that you don't kind of think about that you assume everybody else has. ah So also to within within the same week, I'd also received a call from a past client of ours. um We had done this beautiful meditation book together. She wrote it. She is a world renowned kind of hypnotherapist and meditation expert.
00:06:20
Speaker
And we just did this gorgeous book. She hired an illustrator to do these illustrations. And about a year later, she noticed that the illustrator was selling some of the designs from the book on his Etsy page. She's Indian background, so he created these beautiful kind of mendy patterns and everything to kind of you know flourish the book with. Gorgeous to the point where he now could put these on pillows and and make some money off of it. So she was very upset and called me firstly on on what to do because he was using the designs from the book, for the illustrations from the book for his own use. And she asked me, it's like, what do I do? and I'm like,
00:06:53
Speaker
What was the basis of your relationship and contract with him? And what were the rights of usage for those illustrations? Just like the conversation before, there was that, you know, very uncomfortable pause. And, you know, it's like, what do you mean licensing and usage and, you know, all of that stuff? I said, well, anytime you hire a a contractor, ah like an illustrator, a photographer or videographer, you're essentially hiring them to to use their skills and services for the work. But unless you have and any kind of agreement, any kind of contract on how how long it you should last or who owns it, um it's still their content. And so that's one of those blind spots that, you know, for anybody that's hiring any external sort of person to do any kind of artwork or you know um sound licensing of of any kind of music or anything else like that. I think we hear it a little bit more in in in music because it's you know' there's a large ah union and group behind them to make sure that you know usage is right. But you know you can't, just like music, you got to license it for specific amount of time. We don't think about licensing when it comes to photography or illustrations.
00:08:03
Speaker
I tried to go to bed that night and all of a sudden in the back of my mind, reliving the PTSD of all of these small things that all the all small assumptions or mistakes that I had made when I went from working in a corporation and working for an agency into my own world of being, you know, and an independent person. small business and entrepreneur and all those mistakes I had made over the 25 years.
Education vs. Experience in Creative Industries
00:08:25
Speaker
And what did it had cost me, you know, with a relationship with a, with a contractor or with a, with a designer or a time that I'd spent in assuming or things I'd missed. And also to the budgetary things, by maybe just not getting ah a sign off on a final proof of a, of a brochure that, you know, in the end there, there was ah a spelling mistake, or there was a, um, there was a phone number incorrectly, you know, listed only to not have final sign off from the client.
00:08:52
Speaker
And hence the the responsibility that landed on my shoulders and, and in doing so, you know, when I have that responsibility, it's also your responsibility to reprint it. So it's correct. So the nominatory costs of those small little things that, you know, we kind of go through quickly, or we don't realize the implications of some of these mistakes that we had made and,
00:09:11
Speaker
In trying to sleep after that, I realized I should start a a list in a book to help maybe start putting these in order and and sharing it. Yeah, I totally get what you mean. And I totally agree with you that we all sort of assume everybody's so friendly and nice and you know There were stories when the internet started of agencies, web design companies saying, yep, we've designed a great website for you. And the people saying that, great, fantastic, but we're now wanting to move to another person to manage our website and say, oh, fine, thanks very much. And then going, but our website needs to move. I said, no, no, no, we own your website.
00:09:51
Speaker
We own the actual, it's our work. We own it. We only leased it to you, so to speak. yeah um And you've got to start all over again if you go somewhere else. So people were feeling imprisoned as much by the contracts that they had signed because we we are trusting in other people.
00:10:10
Speaker
And the sorts of things that we assume that everybody's on our side, that everybody is nice, but there are contracts. And if you've paid for something, what have you actually purchased, especially when it comes to something creative? So a blind spot It can be, it seems, from what you've just said, one of those things that happens because actually we didn't get ourselves educated before we started making decisions.
Entrepreneurial Complexities and Broad Knowledge
00:10:39
Speaker
We didn't look into the thing that we didn't see coming. We haven't briefed ourselves on all the things that we need to know about. 100%. Is that fair? 100%. that's sort of whether or not be... That's where your list came from then, isn't it?
00:10:56
Speaker
That's exactly 100%. And I have a great analogy of of sort of the comment you made before of what we own and understanding what we own. And there's um I broke it down in the book because like, how simply can I explain this? So it's really easy to understand is, you know, when we even talk about creative ownership and everything else, it's think about when, you know, the analogy that I kind of gave in the story gave is like when you go to that, when you go to a restaurant, a really nice restaurant,
00:11:21
Speaker
And there's a, you know, there's a head chef and you're essentially eating his, you know, when, when you're in the restaurant and you eat his food, you're experiencing his creation.
00:11:31
Speaker
So, you know, that being like ah yeah his food. I guess the difference between this and I'm trying to maybe rephrase this is that the difference between, you know, design and logos, identities and, and creative work, it also can be seen as, you know, whatever that, that chef has put on that plate for you, the the hours that he's taken, the the time he went to school, what he's put on that plate is, is his creation. Just like a ah photographer will, will shoot something and an illustrator will shoot, like draw something or designer will, will create a logo. But in the end,
00:12:04
Speaker
You have the meal in the restaurant and you enjoy it for that time, but you, you don't own the, you don't own the recipe. You don't own the, you know all those other things. We, we don't even think about, you know, asking the chef how we, how we made it and you know, the recipe and. It's the end result that we exactly and are paying for, yeah not the processes or the creativity that went into creating the end result, which is what we actually consume. yeah And it's this the same in so, so many different ways.
00:12:36
Speaker
though these These blind spots that you've identified seem to fit into these two categories that I've probably invented for myself a little bit here. But the ones that are we should have known about it. When I started Abusida, one of the things that someone said to me like is you you're an ah HR ah professional. You're a good HR ah professional, but now you've got to become a marketeer. Now you've got to become a solicitor. Now you've got to become an accountant. Now you've got to become the VAT person, the sales tax, the the income tax, the whole sort of everything that is involved in running a business. You have to know enough about yeah in order to run a business. And some of the scenarios that you've talked about there are where people haven't done the research to
Managing Blind Spots in Marketing Projects
00:13:19
Speaker
educate themselves about how to make the business successful. So they've left themselves exposed to because of themselves. yeah
00:13:28
Speaker
What sort of things happen that even with the best education, you know, you've gone into everything, what What sort of things happen that are blind spots that we couldn't as individuals have predicted at all and no amount of education would probably have prepared us for us unless we spent 12 years doing a PhD? I might even sort of not not so much correct you, but there's there's schools is very theoretical, you know, and just just like in our industries, we we don't really rely on theoretical things. We can we can use those. But every situation is slightly different. And there's no amount of schooling that can school like teach us for every different situation and and the complexity of every kind of situation. And that's that makes it very, very difficult. But
00:14:18
Speaker
This is kind of what I've learned where kind of the rubber hits the road is that sometimes, you sometimes just like you were mentioning before, like we can learn a specific craft, whether for you few would it would be HR, you can learn a lot of that in school, but there are these all these different hats and all these different sort of jobs that we need to learn once we become that entrepreneur. And it's sort of that are our own little company with all these positions that we need to fill. and Also too, it also makes it very complex because we don't have a lot of time to learn the depths of all of that as well. And i think that's sometimes too, where a lot of entrepreneurs feel maybe a little bit overwhelmed. They don't know what decisions to make. It takes a lot to learn because you you kind of have to
00:14:58
Speaker
be in it to learn it. And um I was really, ah part of this, that the goal of this book is trying to maybe fast track some of those scenarios a little bit or sort of take my 25 years and also to my, all my sort of clients and friends. And I kind of asked them like, what are the things that, what are those blind spots in business that you've made those mistakes in business that you've made that kind of had the most amount of impact to your time or relationships or the money or what you earn. And so that was, this is kind of that collection of, you know, things I kind of wish I knew when I started so that I can kind of look it up and be like, if I'm in this situation, this kind of happens to be specific. it's It's very much targeted for a marketing project. So for me,
00:15:39
Speaker
It is, um ah it's focused on on one sort of one sort of channel, one sort of industry, one sort of thing. And that's that's that's really kind of key. And it's it's once you exp expand that out, it kind of gets, you know, the more complex it gets. But this is really helping people walk through that plan of a marketing project. It's almost like a marketing project manual.
00:15:58
Speaker
You know, from beginning to end, how are you going to create the most success, All of the things, the scenarios that you've talked about are very much about design, marketing, and the book itself is very much focused in in lots of ways on that process of making sure that someone with no marketing experience can equip themselves with the the questions that they need to ask themselves and a marketing, an external marketer, or if you're running a business and you're looking to recruit a marketeer to actually work inside the organization, there's some lots of information there that would help you with with that sort of process as well.
00:16:41
Speaker
I suppose once you're equipped with actually understanding the concept of what a blind spot is, and it's the sort of things that you don't expect, how would you go about identifying and navigating navigating some of the hidden project risks that lead to costly delays or failures? those Because that's what we're talking about. A blind spot is the sort of thing that could, I didn't think about that, but I'm really grateful that it happened.
00:17:09
Speaker
You know, there could be that type of thing. you You didn't see something coming, but actually what could be a failure was actually opened up a new opportunity or invariably it's going to be something that sort of like hits you between the eyes and now I'm looking at a big bill.
00:17:26
Speaker
ah know, and I should have seen it coming. I should have known about it. I didn't. yeah And then you start blaming yourself and um no matter how many times or how many, you know, you may feel as if the blame and the guilt is justifiable, that's not going to get you back into the right situation. So, you know, what are the practical issues around identifying and dealing with some of these blind spots?
00:17:52
Speaker
a great Great question. And I guess, you know, as ah as a designer and and also trying to communicate in the best possible way, the way the way I kind of approached it was that once I gathered all these blind spots, I was like, how do I organize these in the most kind of thoughtful or insightful manner? And what I landed on was I'm going to group them or sort of pile them into into a timeline of a project.
00:18:17
Speaker
So the book is broken down into four chapters, four main chapters. Like the first one is before you start a project, here's everything you should have organized and here's everything you should know.
00:18:28
Speaker
And then there's sort of like the next next chapter is about, okay, now you have all of that, okay, hiring a team and how do you, um what do you do when hiring a team? What are the... You know, what's what are red flags when all these things here are the questions to ask when you're when you need to, you know, um hire kind of any contractor, any designer.
00:18:45
Speaker
And then the next chapter is really about the process of the project, how to run the project, what you need to do when you're in it, when you do what you need kind of need to look out for. And of course, at the end is kind of like on project wrap, what happens at the end, what you what you should get. what you should ah So it's it's kind of written with ah with an overarching kind of beginning to end, you know, how to how to run the most kind of profitable and organized project for yourself, but also for the team and things like that. So.
00:19:12
Speaker
Yeah. Yeah. Yeah. so it's takes you on a journey yeah from so saying, I think I need to start some marketing, all the things that are involved in that.
00:19:24
Speaker
And then you try and find yourself an expert who can help you deliver the things that you need because you haven't got the right type of experience yourself, or you haven't got the right time to be able to do it all. You may know how to do it, but you haven't got the time. There's all sorts of different scenarios.
00:19:41
Speaker
Yes. And what I did is like each um the way the book is kind of in each chapter, each of the big kind of blind spots, what I've done is not put them negatively, but it's sort of almost like a ah very in-depth kind of checklist. And with each one of the insights I give also comes with here's here's what you should know. Here's what you should have. but also a little bit of background of what it is. And then um i share industry insights like what what what would I do in this situation? What tools would I have used? You know, other sort of tools and and tricks of the industry, you know, that I've kind of I've gathered I use for, you know, optimization or things like that to to make it work the best. But also each one of the insights comes with a blind spot. And um the blind spot is or, you know, my um
00:20:29
Speaker
my writer friend when i was sort of my My editor, when I was writing this, he said every great story has to have you know a positive and negative. like What consequence of of that? Every one of the insights that I give has a consequence, which I'm calling the blind spot. So if you don't do something, this this is here's here's kind of what might come out of this, so which is kind of different than the most things. that It's kind of like the repercussions of of the blind spot of if you don't understand you know, if if you don't do this and you don't kind of were able to do this, this these this might be the implications of this. So what is, um hence hence the person can can weigh the risk factors of like, oh, i can I can, you know, quote unquote kind of risk that or that's important or that's not important. So it's okay to kind of skim over that or not. So that's kind of, that's that's really one of those key things that um each one
Communication and Clarity in Project Management
00:21:17
Speaker
of the insights has. I think it's really valuable because you can weigh the the the weight of the consequences
00:21:22
Speaker
if you want to take a take that, if you want if you if you don't mind the the blind spot or not. Okay. One of the things, and this may be a bit contentious, take it didn't like in the spirit that it's intended, is that as we've been talking, I've been making those little dashes with and then it's like the four dashes and then the line across them.
00:21:42
Speaker
I'm doing a counting exercise of that of what I think, one of the things I think might create a blind spot for people, because I've been counting the number of times that you say, you know,
00:21:55
Speaker
ah and and I was sort of thinking that the, um,
00:22:04
Speaker
The number of times I think when you can be in a situation where you're talking to someone and they say to you, you know, and your natural reaction is to, yes, I know, i must know.
00:22:18
Speaker
Right. Raya is If you don't know, that is your opportunity to say, actually, I don't know. Explain it. And the explanation will take away the blind spot because it's like being an expert in something.
00:22:34
Speaker
It is very, very easy to assume or conclude or... believe that the person that you're talking to either knows as much as you or understands as much as you or understands what you are saying. Yeah.
00:22:51
Speaker
and And is able to make that decision, which will eliminate the blind spots. And I think that in some ways, when you're using that expression, you know you're actually asking your client or prospective client to demonstrate that they do understand, they do know what it is that you're talking about, but it's their opportunity to say, actually, I don't.
00:23:16
Speaker
You know what? the um the The key to that is the the pause or the length of, or the the waiting for that response. and how how it's how it's um how it's prefaced, as in, you know, versus, you know. And that's kind of, I think a lot of us use that um to keep the conversation or keep the the idea rolling without that amazing insight, because a lot of we definitely do that um just to get the verbal affirmation that they're listening.
00:23:46
Speaker
But there's, as we know, there's there's a difference between listening and understanding. And it is just ah that that's the key difference between that is like, yes, yes, I can see that you're listening. But are you really understanding what I'm saying? And that also too opens up that entire wonderful door of like, if you don't know, ask And that's that's one of the key things that I kind of bring up in the book is like, just just just don't, there's never a stupid question. Like just just ask because you know everybody, especially I love when clients ask me things and that's kind of opening that door. I agree with you.
00:24:21
Speaker
i agree with you as well, because actually those questions, which you may think I'm supposed to know the answer to this. I'm going to look stupid if I ask this question. You're going to look even more stupid when the project doesn't work because you didn't ask that question.
00:24:36
Speaker
Or at least you won't look stupid, but you'll feel stupid because you you had the opportunity to ask before you press the green button to get people moving. And it's like, so sort of totally agree with you about the whole, you can look back over the decisions that you made, which if you knew now, well, if you had known then what you know now, Yeah.
00:25:00
Speaker
You would not have made the same decision, but you didn't know. And you didn't know who to ask to understand the situation. A hundred a hundred percent. And, you know, there was um ah when I when I gave the first round of the book out, I got a I got a big sticky note from, you know, one of my another very close friend. And on the sticky note, she said, and this is like verbatim, she says, with any project, your blind spot isn't what you don't know.
00:25:29
Speaker
but it's what everybody else thinks that you already know. That's very profound. And it is like the that, that assumption of that, I guess, you know, it comes down to that, you know, that question of, of that sort of, in that, that space for understanding and learning. And it's, that's the, like you said, it's, it's the decisions, the, what you, what you, the decisions that you make based on what you know, or what your understanding is and how we, how the depth of what do we actually know? Or are we just sort of rolling with the project and bringing it? So um yeah, that's, that's the, sorry, that's the thing with this, with this book is that helping maybe to slow down the process a little bit. And here's, here's another thing, Michael, says I think a lot of people just maybe kind of rush things through.
00:26:11
Speaker
And we don't kind of take the time to spend on doing things. And it reminds me of a quote from my very first, you know, my very first job in a studio.
00:26:21
Speaker
And the quote is there's never enough time to do it right. There's always enough time to do it again. True. Whether there is enough money to do it again, though, is another question, isn't it? yeah It is.
00:26:34
Speaker
But it is true that yeah asking the question, you know, or saying, you know, is the opportunity for someone to say, well, actually, I don't know. Please explain it to me so that I can make a better decision and understand the potential blind spots and work our way through it.
00:26:51
Speaker
It is such a, i suppose, a straightforward um situation that people can find themselves in. But it always seems to be that these situations are, we look back at those situations where we realize we had the blind spot.
Conclusion and Listener Engagement
00:27:07
Speaker
So having something that actually says these are the potential blind spots that you could be encountering and now is your opportunity to prevent them arising is a great idea and it's a great book. And i really do appreciate you spending this time to discuss it with me and explain it in more detail. um I'm looking forward to the next one. Thank you very much. Thanks, Michael.
00:27:31
Speaker
been ah such a delight chatting with you. so insightful. And, you know, you're definitely one of these people I could talk to for hours because just sharing things back and forth, our our work experience and how we how we see the work environment and working with people and working with projects, you know, we're very much aligned. And it also too comes from, i think that the the book comes from a little bit of that.
00:27:53
Speaker
Likewise. Thank you. I am Michael Millward, Managing Director of Abusida, and I have been having a conversation with the independent mind, Brady Dahmer, marketing expert and the author of Blind Spots, How to Prepare for What You Don't See Coming.
00:28:10
Speaker
You can find out more information about both of us at abusida.co.uk. But Brady, what's your website address? um My website, the best place to find me blindspotshandbook.com.
00:28:22
Speaker
And LinkedIn, of course, are probably the two easiest places to track me down. Okay. We will put links in the description. I must thank the team at matchmaker.fm for introducing me to Brady. If you're a podcaster looking for interesting guests, or if like Brady, you have something interesting to say, Matchmaker.fm is where matches of great hosts and great guests are made.
00:28:44
Speaker
I am sure that you have enjoyed this episode of The Independent Minds as much as Brady and I have enjoyed making it. Please give it a like and download it so that you can listen anytime, anywhere.
00:28:56
Speaker
To make sure you don't miss out on future episodes, please subscribe. Remember, the aim of all the podcasts produced by Abbasida is not to tell you what to think, but we do hope to have made you think.
00:29:08
Speaker
Until the next episode of The Independent Minds, thank you for listening, and goodbye.