The Baby Bathwater Institute Podcast

Adventures within entrepreneurial reality…

Latest Episode

Baby Bathwater Institute
Baby Bathwater Institute
How to Maximize Sales During Holidays and Specific Events
/
Baby Bathwater Institute
Baby Bathwater Institute
How to Maximize Sales During Holidays and Specific Events
/

October 28, 2021

How to Maximize Sales During Holidys and Special Events

with Joe Kensett, Neil Bannister, and Tyler Malinky

As the holidays quickly approach, this is often a noisy time of the year where brand owners are being pulled in every which way when it comes to what to do for Black Friday/Cyber Monday.

It’s important to have a clear, actionable plan for how to approach your copy, videos, landing pages, images, and much more…but what action do you need to take?

To help break this down and cut through the B.S. & airy “strategy”, Baby Bathwater members Joe Kensett and Neil Bannister of SV Marketing hopped on The Baby Bathwater Podcast to explain the ACTIONABLE steps you should be taking… No joke, this is FILLED with golden nuggets. 

Another member, Tyler Malinky, also sat in to explain things from a brand’s perspective…

Joe & Neil look under the hood of Tyler’s company, Lowbrow Customs, to give real life examples of how to kill the ad game during the holiday season… including best-performing copy, landing pages, images, videos, and more.

Tune in to this recording for:

  • How to build assets
  • Examples of best-performing assets 
  • How to decide what types of offers to run over Black Friday/Cyber Monday
  • How to provide seamless customer experiences
  • How to create a clear and actionable holiday sales plan

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
The Facebook Algorithm, What is Both Working and NOT Working
/

August 12, 2021

The Facebook Algorithm, What is Both Working and NOT Working

with Claire Winslow

The recent iOS 14 update has had a major impact on ad strategy across the board, but possibly the most prominently with Facebook ads. Many people have been unsure of what this means for their ad strategies long term and what actions they should be taking to combat these changes.

To help navigate the uncharted waters, we sat down with Baby Bathwater member Claire Winslow who knows her shit on this and articulates it well.

Definitely give this one a listen if you want a better understanding of what exactly this update means and what strategies people can implement moving forward…

Tune in to this recording for:

  • How tracking conversions has been impacted
  • Why top funnel audiences are getting less accurate 
  • In-platform objectives for combating audience data loss
  • How to action wide net video views
  • How to optimize for adds to cart or traffic 
  • How to diversify your ad strategy

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Finance & Crypto
/

May 12, 2021

Finance & Crypto

with Trent Barnes

Whether you’re crypto-curious watching from the sidelines or you already have skin in the crypto game, one thing’s for certain: We’re all trying to find experts in the space who we can trust.

That’s why we tracked down Trent Barnes, Principal at Zerocap, a full-service digital asset investment platform. He joined Hollis and Baby Bathwater member Niraj Shah to help us break down the basics, debunk misconceptions, and weigh our options for getting involved.

(With this as a solid foundation for our crypto understanding, we’re planning follow up discussions to dive deeper into the meat and applications.)

Tune in to this recording for:

  • The building blocks you need to understand bitcoin and cryptocurrency
  • Defining money, value, and decentralization
  • The “war on cash” — and why we should be paying attention to it
  • Deconstructing DeFi & NFTs
  • Predictions for high-net-worth family offices’ continued interest in crypto
  • Is it too late to get into crypto?
  • Applications that seem crazy to us today, but that we’ll take for granted in five years

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
AI and Your Business
/

April 14, 2021

AI and Your Business

with Will Hanschell and James Chadwick

GPT3 is the largest and most advanced language-generating AI yet, and can produce unbelievably human-like text. The business applications have the potential to change the game completely, so we brought in outside experts who are on the forefront of wiring this technology to win at marketing.

James Chadwick and Will Hanschell of Pencil sat down with Lovitch and some of our AI-curious babies (Sachit Gupta, Mike Vineyard, and Todd Tzeng) to break it all down for us.

Catch the recording for:

  • What the hell GPT-3 is and how that magic works in real life
  • The implications and future of this ‘idiot savant” intelligence
  • Applications & use cases, from writing college papers to creating ads that learn
  • How Pencil trains its AI model, and the trends they’re seeing
  • The other AI games in town, how GPT-3 compares, and what to look for

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Marketing to Gen Z
/

April 7, 2021

Marketing to Gen Z

with Maxine Marcus

If you know that Gen Z is an important demographic you should be marketing to, but don’t understand their unique habits and fast-moving trends…well, you’re not alone.

Maxine Marcus, CEO of The Ambassadors Company, helps brands bridge that gap by harnessing her network of high schoolers and college students to give you the consumer insights you need.

Even though she’s still months away from being old enough to attend our events (21+, babies!), Maxine sat down with Lovitch and member Jenny Thompson to teach us old dogs some new tricks.

Tune in for:

  • What the hell a Consumer Insights team is and what they do
  • Patterns in Gen Z media consumption, and what they mean for you
  • Ultimate “do’s” and “don’ts” of catering to Gen Z
  • Examples of brands that are killing it with Gen Z right now
  • The true power of no bullshit, user generated content

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Harnessing the Soul of Your Brand to Create Press, Attract Real Fans, and Actually Make a Difference
/
March 25, 2021

Harnessing the Soul of Your Brand to Create Press, Attract Real Fans, and Actually Make a Difference

with Howard Bloom

If you haven’t been introduced to the fascinating creature of Howard Bloom yet — well, it’s time to get acquainted.

Howard evolved from a child science prodigy into the king of music industry PR, working with the likes of Michael Jackson, Bob Marley, Cyndi Lauper, AC/DC, Billy Joel, Joan Jett, and Prince (to name a few).

He’s a master in highlighting the soul of your “brand” — and he sat down with Lovitch to lay down some wisdom, interlaced with stories of his PR glory days.

Catch the recording for:

  • How to engage in “secular shamanism” to find the soul of your company
  • Why everyday irritations are the best commercial opportunities in disguise
  • What methods Howard trained his PR staff on that set them apart
  • What the hell “tennis time” is, and why you need to live there if you want to get shit done
  • How to kindle the fire of your brand’s soul, and how to get that fire to spread

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
A Conversation with a World-Renowned Adventurer, Speaker, Author, and Teacher… Who Happens to be Blind
/
March 24, 2021

A Conversation with a World-Renowned Adventurer, Speaker, Author, and Teacher… Who Happens to be Blind

with Erik Weihenmayer

Erik Weihenmayer is one of the most celebrated and accomplished athletes in the world. In 2001, he became the only blind person in history to climb Mount Everest…and he has climbed the tallest peak on each of the seven continents.

Erik sat down with Hollis to discuss how we move forward in our lives towards growth and purpose – despite the barriers that get in our way…

Tune in for:

  • How the hell Erik tackled athletic feats that most sighted people would never even dream of doing
  • The case for “realistic optimism”
  • The true meaning of leadership
  • How to mentally prepare for taking big risks
  • How to turn adversity into opportunity and growth
  • And most importantly: How to make sure your greatest accomplishment isn’t just a line on your resume

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
How To Take Your Email Marketing To The Next Level
/
February 11, 2021

How to Take Your Email Marketing to the Next Level

with Melanie Balke & Jess Chan

Jess and Melanie are two babies that know their sh*t when it comes to email marketing (they each own their own agency dedicated to the topic).

We picked their brains on best practices, funnel ideas, campaign ideas, creative segmentation, and more.

Catch the recording for:

  • Why Klaviyo is primed to become the most relevant email marketing software (as long as they get their data analysis/reporting shit together)
  • The 7 core email flows that will give you the most bang for your buck
  • Clever email capture testing
  • The worst and best ways to hit your customers on SMS
  • Clever email capture testing (and the psychology behind them)
  • And a bonus tasteful disagreement on affiliate marketing in e-commerce

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Black Friday Breakdown: What Worked and How to Utilize It In "Q5"
/
December 15, 2020

Black Friday Breakdown: What Worked and How to Utilize It In “Q5”

with Joe Kensett & Neil Bannister

Going into what they’ve aptly named “Q5”, Joe and Neil of SV Marketing recap their record-shattering Black Friday haul.

Want to know how they made over $6.2 million dollars for their clients at a 6-to-1 margin?

Yeah, we did too.

Tune in for:

  • Getting down and dirty with your Black Friday marketing
  • Tactics and strategies for transitioning from Black Friday to Christmas
  • How to use your data to hit the ground running for your next sale
  • Mistakes clients make when starting to work with an agency
  • And how they got all their duckies in a row to make this their most successful (and least stressful) Black Friday in company history

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Expensive Lessons Learned on Business Partnerships
/

November 13, 2020

Expensive Lessons Learned on Business Partnerships

with Cathryn Lavery

Fresh from her jaunt in the hellscape of divorcing her toxic business partnership, Cathryn Lavery has learned some seriously expensive lessons that she’s been gracious enough to offer us for free.

Big thanks and props to Cathryn for turning her misfortune into a learning opportunity for the rest of us, and finding some baby in the bathwater.

Catch the recording for:

  • Why 50/50 equal partnerships can be dangerous
  • Little things to watch for BEFORE adding on a business partner
  • Creating an operating agreement at the beginning without crushing momentum
  • Why lawyers actually aren’t so bad after all
  • Moving on AFTER divorcing your business partner
  • Bonus: An unconventional but probably effective way to hash out an operating agreement, à la Hollis & Lovitch

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
An Update on the Economy & Financial Markets
/
October 20, 2020

An Update on the Economy & Financial Markets

with Patrick Brewer

Patrick Brewer is the Founder of SurePath Wealth Management an RIA headquartered in Austin, TX with offices around the country.

Patrick first joined us way back at the end of March to discuss finances during the pandemic, and he’s returned 7 months later to give us a little update.

Patrick gives us his predictions for the evolving state of pandemic-era finances and beyond.

And more importantly, he puts his recommendations in the context of entrepreneurship so they’re relevant to you.

Catch the recording for:

  • Why the S&P is predicting that Trump will win the election
  • Why return per unit of risk is evolving, and how to be realistic about your expected rate of return
  • The best way to reduce your taxes when you have excess capital (and why you shouldn’t let tax strategy drive your long term financial future)
  • When the wealth gap comes back to bite society in the ass, and what that means for your future plans as an entrepreneur
  • And a bonus: how to protect yourself when negotiating your role during a merger / acquisition

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Optimize Your Company For Exit (Whether You Want to Sell or Not)
/
October 6, 2020

Optimize Your Company For Exit (Whether You Want to Sell or Not)

with Mac Lackey

Mac started, scaled and sold six of his own companies before launching ExitDNA (to help founders optimize their company to have the OPTION to exit – and at maximum value).

Back by popular demand, Mac Lackey returns to a screen near you to dive deeper into optimizing your company for exit.

We’ve said it once and we’ll say it again: this is important stuff that will change the way you see and run your business — regardless of if you’re planning on selling.

*Everyone* can benefit from Mac’s framework… don’t let this one pass you by.

Tune in for:

  • Why traditional valuation isn’t the best way to determine your company’s worth.
  • The four critical things that most founders don’t do that will dramatically change the trajectory of your business.
  • Expanding your options for exiting.
  • And a live Q&A that covers everything from knowing when to sell to decreasing your company’s dependency on you as the founder.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Knowledge Bombs From the *Official* #2 Google Guy in the World
/
August 26, 2020

Knowledge Bombs From the *Official* #2 Google Guy in the World

There’s a good reason Kevin Milani is the leader of his own BBW tribe and dedicated fan club… He’s just full of so much damn value.

What started as an interview about his life turned into a highly valuable discussion on the ins and outs of marketing on Google, how to feed Google the right data tracking and analytics, how to make custom affinity audiences work for you, and even developing a Google strategy for an up and coming supplement starting from zero.

Whew! When is the last time you got to drink from a knowledge fire hose for 73 minutes straight? And from the *official* #2 Google guy in the world no less!

Baby Bathwater Institute
Baby Bathwater Institute
How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime
/
August 11, 2020

How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime

with Patrick Renvoise

Turns out we’re all just 500 million year old lizards walking on two feet — and so are your customers.

Don’t believe us? Patrick Renvoise, co-author of The Persuasion Code, proves it with just a few simple experiments that will blow your mind.

He covers the differences between primal brain vs rational brain, and how to deliver your message so that your customers’ primal brains respond.

Bonus: How not to answer a question in 3000 words or less…

In this very same interview, at minute 25…you can also observe Michael Lovitch attempt to ask the same question at least 10 times. Observe Patrick’s technique of not answering the question (brilliant)… and see how it turns out…

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
How To Do Free Plus Shipping Offers...And Some Fuckups to Avoid
/
May 5, 2020

How To Do Free Plus Shipping Offers…And Some Fuckups to Avoid

with Jake Carney

Want to stop paying for lead generation, and actually start making money off your leads?

Find out how you can free plus ship (almost) anything, and how to make the upsells and downsells work for you.

This session covers the nitty gritty of crafting your offer, making the numbers work, and delivering a great product.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Discover the Low Hanging Fruit When Selling Online
/
May 1, 2020

Discover the Low Hanging Fruit When Selling Online

with Joe Kensett & Neil Bannister

Don’t want to leave money on the table when selling online?

Joe & Neil are specialists within paid media, websites and sales psychology. They primarily help brands/companies take a larger percentage of their audience to sale than anyone else through their “ecosystem” approach.

This session covers how to identify where your biggest opportunities are and how to plug the leaky holes in your ad campaigns.

With an airtight system, you can start testing messaging and audiences, and ultimately flood it with traffic and scale to infinity and beyond.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Creating a Cult Movement: Part II
/
June 9, 2020

Creating a Cult Movement: Part II

with Dave Lakhani

After watching Part 1 of Dave’s virtual content on persuasion, a lot of you wanted more tangible steps on how to grow your cult brand.

Using Harley Davidson, Patagonia, and our own Christopher Walker of UMZU as examples, Dave breaks down the key elements of a cult brand and how you can apply the heroic journey to your marketing funnel.

This part 2 is a must-watch if you want the exact steps you need to establish a manifesto, implement cult tactics in your brand, gain a devoted following, and crush the competition.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
How to Use Propaganda, Bias, and the Hero’s Journey to Create a Movement
/

April 29, 2020

How to Use Propaganda, Bias, and the Hero’s Journey to Create a Movement

with Dave Lakhani

Dave Lakhani is a former DEA agent and one of the nation’s most recognizable experts on the topics of applied persuasion, human influence, and cults.

Dave covers:

  • Applying Story Selling, The Hero’s Journey and The True Believer Model to Create a Heroic Customer Who is Primed to Become a Brand Evangelist
  • Reframing your Personal, Company or Brand Story to Make it Stronger and More Persuasive
  • Creating Your Unique Brand Language, Key Phrases and Memes that Drive Your Messaging Deep into the Minds of Your Customers (yes, like a cult leader).
  • Using Your Story and Unique Language to Create Effective Funnels, Advertising, and Customer Experiences
  • Pre-framing and Building Consumption Models and Strategies into Your Messaging so that Your Customers Know Exactly What to do and When – This is critical in creating repeat buyers.
  • Using the Power of Exclusion to Create an “In” Group and an “Out” Group – Remember, only polarized people buy things.
  • Layering Persuasion, Behavior Change and Influence into Your Online and Offline Marketing Efforts.

 

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Using Psychographics to Model Your Direct to Consumer Business
/
May 21, 2020

Using Psychographics to Model Your Direct to Consumer Business

with Maegan Scarlett

Maegan has built several self-funded businesses, including her current main gig, oVertone. oVertone is an exclusively DTC e-commerce business with a 9 figure EV built on $7,000 at a rickety kitchen table by a couple of 24-year-olds with no investors, no network connections, no industry experience, and absolutely no right to be taken seriously.

Maegan gives us her not-so-secret model for building a scalable, money making machine.

She covers why increasing your price could increase your conversions, how getting a therapist will make you a better marketer, and why “brand awareness” is the number one name for wasted money.

Do you want to be profitable on every sale, period? Watch this and let Maegan’s formula make you money.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
Hiring Badass Marketers at an Executive Level
/
May 12, 2020

Hiring Badass Marketers at an Executive Level

with Sujan Patel

You may have met Sujan on Baby Bathwater Island last summer…he’s hired 50+ marketers (and interviewed 1000s) in his career and he’s going to walk you through the steps of identifying and hiring process of a badass marketer at your organization. Sujan’s process has been refined over the last 10 years and is faster, cheaper and brings in better candidates than hiring a recruiter.

This one BLEW Lovitch’s mind and actually made him angry at how many hiring mistakes he’s made over the years.

Sujan schools us in how to hack marketing influencers’ LinkedIn connections, what questions to ask to weed out the bullshitters from the real marketers, and why you shouldn’t hire marketers from good brands.

Resources:

Baby Bathwater Institute
Baby Bathwater Institute
How to Transition Your Business During The Pandemic
/

March 18, 2020

How to Transition Your Business During The Pandemic

with Joe Mechlinski

Joe is the founder of SHIFT, a collective of businesses spanning consulting, executive membership, and venture capitalism.

His firm helps big companies like New Balance, Microsoft, Kaiser Permanent, and more create high performing organizations, and they specialize in helping these companies transition when the environment changes.

Joe has already been a HUGE help to us during this time of uncertainty and he has been ahead of the curve since well before the pandemic broke – making him the perfect person to kick off this new content for us in these new times.

During this call Joe discusses how you can effectively transition right now, and he delves into how he has transitioned his large organization to become virtual, and SHIFTed during this pandemic.

Resources:

About the show

This show is an audible adventure within entrepreneurial reality. Join us as we get actionable insights and stories from REAL entrepreneurs who have been shaped by ecstatic highs, gut-wrenching lows, a million blind alleys, strained relationships, and uncertainty.

This podcast gives you a wide range of topics in an exceptionally unscripted and underproduced format, all featuring remarkable guests and the musings of our hosts Michael Lovitch & Hollis Carter.

Meet the Hosts

Hollis Carter and Michael Lovitch: Two kooky serial entrepreneurs currently living in Boulder, Colorado who love that they don’t have to split their bar tabs anymore.

Hollis Carter

Hollis Carter is a serial entrepreneur and avid skier.

He started his entrepreneurial journey in the early 2000’s, founding multiple companies, including a SAAS company he built into a 7-figure virtual business in less than a year.

In 2013, he became a founding investor in Utah’s Powder Mountain Ski Resort.

His experiences (and observations) led him toward co-founding the Baby Bathwater Institute, a unique membership-based community comprised of some of the world’s leading minds and entrepreneurs, with a focus on cultivating natural, mutually beneficial relationships.

Michael Lovitch

Michael Lovitch, MA is a former special education professional, over-educated grad student, and floundering tech sales guy who decided at the age of 34 to take the entrepreneurial path because nothing else was working. He started a publishing company in the psychology space that ended up being a 7-figure endeavor, then parlayed that into a physician-based nutritional supplement company (RealDose Nutrition) that ended up with annual revenues of $50 million dollars before he sold out his stake.

Now, he is the co-founder of the Baby Bathwater Institute, a community that helps bootstrapped entrepreneurs navigate the crazy world of business ownership while having good times and making lifelong friendships.

Meet the Hosts

Hollis Carter

Hollis Carter is a serial entrepreneur and avid skier.

He started his entrepreneurial journey in the early 2000’s, founding multiple companies, including a SAAS company he built into a 7-figure virtual business in less than a year.

In 2013, he became a founding investor in Utah’s Powder Mountain Ski Resort, where he now develops real estate and hosts events.

His experiences (and observations) led him toward co-founding the Baby Bathwater Institute, a unique membership-based community comprised of some of the world’s leading minds and entrepreneurs, with a focus on cultivating natural, mutually beneficial relationships.

Michael Lovitch

Michael Lovitch, MA is a former special education professional, over-educated grad student, and floundering tech sales guy who decided at the age of 34 to take the entrepreneurial path because nothing else was working. He started a publishing company in the psychology space that ended up being a 7-figure endeavor, then parlayed that into a physician-based nutritional supplement company (RealDose Nutrition) that ended up with annual revenues of $50 million dollars before he sold out his stake.

Now, he is the co-founder of the Baby Bathwater Institute, a community that helps bootstrapped entrepreneurs navigate the crazy world of business ownership while having good times and making lifelong friendships.

Follow us down the rabbit hole...