• Evan Ryan

Our Vivid Vision

Seconds and Cents. All right, Episode 18. Today we're going to talk about the product vision for search kind of what's, what's the vision for the company as a whole right now Yavay is broken up into two parts, we have Lede AI, right, which helps newspapers helps news publishers, it helps just publishers in general, as they cover more sporting events as they cover more content, and they cover more content at a smaller cost. And we have the search component, the search component is primarily driving traffic to our clients websites through Pinterest. It's helping our clients utilize content they already have in order to create a larger impact inside of their business. And so what's my hope for the listener? What's my hope for you? It's that you listen to our vision, you listen to the vision for Yavay for Surge, and you think about the vision for your projects, your questions, Spark, right, I think, I hope it's ultimately interesting that what you like to hear is, is our vision, but I hope that

You see the the vision is pretty vivid. It's a really easy thing to see. And in your mind's eye, and ultimately, you as an entrepreneur, you as somebody who's growing your business, as somebody who is in the throes of the business every single day, can think about, well, what is the product vision that I have for my business? What is the product vision that I have for this product line? And how do I ultimately want to serve the customers? Right? So it starts by saying, Well, what is Surge Really? So in order to understand what the vision is, you have to really understand what the product is. And the product is the education and implementation of lead generation on Pinterest. So we do two things. First, we educate our clients on what is Pinterest, how does Pinterest work? What types of content works really well on Pinterest? How should you think about Pinterest relative to Instagram and Facebook and Twitter and YouTube and LinkedIn and Google and kind of how can you build a strategy that drives a ton of traffic

to your website, it drives a ton of leads to your website. But it doesn't cost you an arm and a leg to do it. And ultimately, it doesn't take up all of your time. And so what we aim to do is we aim to help brands break through the noise, and ultimately drive website traffic at a higher conversion rate than what advertising would do. So we help brands, primarily business to consumer brands, really drive through the noise break through the noise to get all of this traffic to their site. There are 300 and 50 million people on Pinterest every month, we only need a small fraction of them to enter our clients sites and our clients cash flow increases, right? And if we can do it at a far higher rate than ads, well, now you're helping entrepreneurs go farther faster, you're helping them succeed faster, you're helping them get to the points that they would already get to but they're getting into a an easier and faster way. It's really smart money that they're bringing in. And so we educate our clients. Well, what do you need to know about Pinterest? If you were to do this on your own, what would it be?

Look like what's the playbook and then we also help them implement. We help them just do it, we take care of a lot of the Pinterest strategy for them. Ultimately, at the end of the day, all we asked our clients for is we ask our clients for the freshest content and the freshest brand voice that they have. And they update their blog, they update their website. But ultimately, what we really need is we just need them to do what they do best, which is, be themselves be their brand, be their content. And then we will take care of finding the right fit client for them, finding that right fit website traffic and getting them to go from Pinterest to their website. So what's our goal? Well, our goal in every aspect of the business in every aspect of every business that we enter our goal and just in absolutely everything that we do is my personal goal, which is we allow entrepreneurs to do only what they love to do. So our goal here is to create a solution that makes it so easy for the entrepreneur to just tell us hey, here's what

I need done and we'll be able to do it for him, we already have a solution to drive leads, we already have a solution to convert on those leads, we already have a solution to create blog posts or do whatever else they need to do, right. And so what we want to do is we want to kind of be the back office, we want to be the backstage for entrepreneurs, that way entrepreneurs can do only what they want to do. And this comes from my own personal yearning, of wanting to do only what I want to do. For my entire life. I've only ever wanted to do things that I think are fun. I have always rejected the notion that you have to do things that you don't like to do. That, to me doesn't make any sense. How could I figure out how to live a life where in my entire life in every aspect of my professional life, my personal life, my self care, and anything that I do, how can I make it so that I'm only doing things that I really want to do and things that are going to really benefit me and I don't spend any time doing things that I don't think are fun or things that I don't think will necessarily benefit me?

Really my unique ability here, the thing that I love to do the most is I love to simplify and codify patterns in the world. So I like to take patterns that exist in the world and figure out well, how can you codify that? How can you kind of take these several patterns that all of humanity seems to seems to follow? How can you simplify that and make that something that's really easy to understand? I hope that comes through in the podcast, really, in the podcast, what I want to do is just kind of take the experiences that I've had, the things that I see the things that I understand, and help simplify them down so that entrepreneurs as they're trying to manage all that complexity, they can kind of see clarity in the noise, right? But really, if I could spend my entire day simplifying and codifying patterns The best example of this being when we were doing lead AI when we originally started lead AI. The task that I was given was I need you to figure out how to teach a computer how to write an article about high school sports. It was actually how can you write an article about high school football, it was only

By the way, you not only need to teach a computer to do it, but it has to be ready to go in six weeks. And I had, it was just such a wonderful six weeks, it felt like I went to work every day. And I was just, it was just so much fun. It was like Christmas morning every single day figuring out well, how does a football game work? And how does an article work? And how could you combine an article in a football game to make something that a computer could do? And then once a computer could do it? Well, what are the ways that you can make variants on it? So you can maybe write more than one article. And so maybe instead of only writing one type of an article, you could write 20 types of an article. And then what if you could write each of the 20 types of an article 1000 different ways? Well, now all of a sudden, we had something that was really interesting. And so that's what I absolutely love to do. And my goal inside of my personal business for myself is I only want to do that. I only want to find solutions that are like that, that help a lot of people that help a lot of entrepreneurs

all the time ultimately free themselves up to do what they love to do. So one of the things that I don't like

I like to do, right. I don't like to do human resources. I don't like to do sales. I don't like to do finance, I don't like to do strategizing, I don't like to do project management, there are tons of things I don't really like to do. Right? Ultimately, what I really like to do is figure out well, how could you take the world and make a pattern out of it, right? And then how could you take that pattern and teach computer how to do that pattern. I mean, I just, I just love it. And so our overarching goal of Serge our overarching goal of the entire business is to free entrepreneurs up to free business owners up to do only what they love to do. And then we'll take care of the rest or only what they're best at, right? We're working with agencies and some components of our business, right? And so we really only want to do allow the agency to do what they do best. The agency doesn't need to be fantastic at Pinterest, we can just take Pinterest from them. The agency just needs to be the best representation of the brands that they're helping. Right or they just need to do whatever they love to do the best

And we'll just take care of the things that we can take care of that way. It's out of sight, out of mind. And ultimately, all we're doing is delivering results on a consistent basis. So our goal here with Serge with every component of our business is allow entrepreneurs or allow the client to be freed up to do only what they want to do, only what they love to do. And then we'll take care of the rest. And so let's look at the search product for a second the search product, which is the education, the implementation of lead generation on Pinterest, right. So we help we found Pinterest as this kind of untapped platform that we thought could really help a lot of businesses. And so we teach our clients here's what Pinterest is, here's how it works. And then we help we implement that. So we actually take care of it for them. We just do basically everything except for create content except for mimic brand voice. We don't want to be in the mimicking brands, voices business, it's just not what we're great at. Right? But we're really great at driving

Traffic driving website traffic driving leads driving clicks from Pinterest. So that's what we do our goal here again. So we want to take the leads from Pinterest, and we want to just allow the entrepreneurs to do only what they love to do.

And five years, where do we want to be? So what is the true vision for the search product? What is our goal with search as a whole? It's to be beyond Pinterest. So in five years, what do we see happening? Well, organic traffic and this is from several sources. So we we kind of want to be people's just overarching organic traffic source. I don't love Facebook and Instagram and Twitter for organic traffic. I know people can do it. I think it's a crowded market. I think there are better ways for people to get organic, organic traffic. Other people have been ultra successful on Facebook, on Instagram and on Twitter, building that organic traffic source and it's fantastic In my opinion, in our opinion for brand recognition. It's fantastic for brand growth, but we don't

Don't see it being fantastic to actually take somebody from site to your website. So from brand impression to your website, Facebook ads, Instagram ads are fantastic for it. But the actual organic component, not necessarily so convinced. So where do we want to be in five years, the organic traffic from several sources we want to be predictably, predictably being the operative word here, growing our clients email lists and growing their cash flow, right, your email list at the end of the day becomes the crown jewel to your cash flow. And we want to allow our clients we want to be just taking so much of this on for them that ultimately the client is just focusing on doing what they love to do best, whether that's creating the biggest brand or the best brand, or that's creating the best product, or it's doing whatever they love to do that's impacting the world as best as they can. If I personally could only focus on simplifying and codifying patterns in the world.

We could create a

Dozens of absolutely killer products, right, we could create just absolutely amazing products that are totally groundbreaking. But right now with the state of my business, right, like I have to run the business, I have to be doing marketing activities, I have to be doing sales activities, I have to be hiring and firing, I have to be doing finance and budget and strategizing project management. I mean, we have a small business, I have a team of five, I have to wear many hats, right. But ultimately, if for our clients, we can take a serious number of those hats, and we can just do it for our clients. Our clients can just focus on what they love to do and what they do best. And what any entrepreneur loves to do. And what they do best is probably the reason why they started their business. It's probably the thing that they really wanted to impact the world on. And so really what we want to be doing is we wouldn't be handling all of the organic traffic. We want to be doing all of the organic lead generation predictably growing clients email lists, growing their cash flow and allowing our clients to

to focus on just doing what they love to do and what they do best and three years, what's our What's our kind of our vivid vision here? What's the thing that I hope our listeners can see in their mind's eye? What I certainly see in our mind's eye is expanding beyond Pinterest. So right now we're pretty focused on Pinterest, we see Pinterest as a real market niche that needs to be capitalized on. I think, if I had to bet on any platform in particular, to really stand the test of time, I would really bet on Pinterest. I think Pinterest has done a great job with content. They've done a great job with content, moderation, and they've done a great job with brand positioning, in that Pinterest only looks to do two things. They want to take inspirers and mash them with people who want to be inspired. Right. And so any business owner any entrepreneur aims to be inspired. They aim to be somebody who has a product or has a service that makes other people's lives better those other people then they

Hold become clients. And Pinterest is just the perfect source to say, Well, what is your source of inspiration? How can you inspire somebody, and let's match you with the people who want to be inspired that way. So we love Pinterest. But in three years, we want to be on Pinterest and doing other things, whether that's LinkedIn or whether that's Google SEO, or Facebook or Instagram, or Tiktok, or a new platform, whatever that might be, right? We want to be expanded beyond Pinterest, but still in the organic capacity. So we're driving traffic from several sources and we're helping really just tie everything together will help helping tie in the full stack right? So how are we helping you get traffic from Pinterest to your email funnel to your follow up funnel? How are we helping you drive traffic from whatever organic source we might be working in and we don't know when it's gonna be right. So whatever organic source that could be, and how are we helping you model your sales funnel? How are we helping you really determine what your market niches how

are we helping you really work through how you can create a 10 times value for your clients? How you can create such an amazing experience for your clients that you really are indispensable to their lives? Right? How are we helping you do all the things that you don't want to do that way, you can just ultimately, focus on making the best experience for your clients that you can or impacting the world the best way that you can. And so you can feel like you can spend more time on product right or you can spend more time on your service or impacting the world, right, and you have clarity about how your cash flow will grow. So it's coming from multiple sources, you're not necessarily only choosing one source like one Facebook or one Instagram or one Twitter or one Pinterest or whatever that might be right. It's coming from multiple sources. You've spread your risk, you spread your asset allocation, but ultimately you know that your cash flow is going to grow, predict, predict

doubly, over time. And in year three, really, we're starting to become more of a full stack solution. We're starting to just wear multiple hats for our clients. And we're doing it in a way that's really predictable. It's really steady. And ultimately the quality is still at a an ultra, ultra high level. And so where do we want to be next year? Where do we want to be in one year? We're building a resource kit for our clients. So how can we help our clients, overcome their dangers, expand their opportunities, utilize their strengths, things that Dan Sullivan Strategic Coach always talks about is how can we help kind of mitigate the dangers help our clients mitigate? What's on the outside world? What are the threats that they're thinking about? How can we help them expand their opportunities and use their strengths? And really, the key here is using their strengths. I think every entrepreneur has a strength that they know to be true when they start their business. And as their business grows as they take on more business functions, more kind of activities.

That they think they need to do in order to keep the doors open, right? How can we help them focus on just what they're amazing? Just their capabilities. And we'll wear a lot of the hats for a lot of other businesses, and how can we help build a 10 times return on our investment for our clients, right? But ultimately, how can we help our clients see that their strengths and capitalizing on their opportunities will help them overcome the dangers that exist in the world? The Dan Sullivan question with with the DOS conversation from Strategic Coach and

and so I'm really excited about the long term prospects for surge, I think search started as just a product to help people on Pinterest and what we've discovered is that really organic traffic, organic website traffic is a huge fundamental to businesses that needs to be capitalized on. And there are so many kind of disassociated components to organic traffic that if there's a way that we can help

Entrepreneurs just tie off the traffic sources and together, tie their email list. And with that, begin strategizing on funnels and begin strategizing on follow up funnels and begin allowing our clients to just focus on really optimizing what they do best optimizing their strengths. I think we'll have a lot of really a lot more really successful entrepreneurs. And it will be entrepreneurs who are getting more successful faster, right? They're going farther faster is kind of the way that we put it. And so I'm really excited about search. I hope our vision is really clear. I hope for you as the listener, I hope you're thinking about, well, what is our product vision? How is it going to be really vivid, how is it going to be something that we can convey to our clients so that our clients know exactly where they're going over time?

The above is an AI transcription of Evan’s Seconds and Cents podcast.

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