The Network which Powers your Personal Brand Business, with Pablo Gonzalez


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Weekly interviews with personal brand business owners and entrepreneurs.

This week on The Personal Branding Entrepreneur Show :


If you want to receive great value then you need to be a valuable person. Spending a little time each day trying to smooth out life's path for someone else, whether through connecting or any other way will compound up over time and return value back to you tenfold.

Today's podcast guest is Pablo Gonzalez. Pablo's whole world view and business philosophy can be easily summed by the Zig Zigler quote - 'You can have everything in life that you want - if you just help enough other people get what they want.'

About Pablo

Pablo Gonzalez is the inventor of the Relationship Flywheel, host of the Hief Executive Connector podcast and Not Your Average Investor Show, and Co-Founder of a marketing clients that turns clients into community and community into record breaking profits.

He’s obsessed with human connection, and he’s used his expertise to manage a 120 person, $15M construction business at 25, build various young professional groups for charities, and be named a Latino Leader of the Future by Latino Leaders Magazine and a Top 20 Under 40 for Brickell Magazine in Miami.

Pablo's website :


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--- auto generated transcript ---

If you want to attract great value, then you need to be a valuable person, spending a little time each day trying to smooth out life's path for someone else, whether through connecting or some other way, will compound up over time and return value back to you tenfold. Today's guest is Pablo Gonzalez. Pablo's whole world view and business philosophy can easily be summed up by the Zig Ziegler quote You can have anything you want in life if you just help another people get what they want.

Before I jump into the interview, I want to share a couple of things. The first one is that the podcast has had a small name change. It was the digital marketing entrepreneurship, which never really quite sat right with me because the podcasts never really been about that. It's now the personal brand entrepreneurship. And I think that's really what's at the heart of the show. Ordinary people playing bigger. Now, it's not a big deal for anybody, but it's a big deal for me.

I'm really pleased with the name change. It really makes everything much clearer for me about what this podcast about hope you will agree that ordinary people playing bigger is a great thing. Secondly, I want to start bringing in some audience participation. I want to bring you into the show. I want your questions and your comments. So if you head over to any of the podcast pages on my website, or you can just hit the questions link in the show notes, you can go to my website and record a question for me right there on the page.

So simple. If you do, I will maybe play your question on the show and the guests and I will start discussing some of them. I love this idea and I would be thrilled if you recorded something for me, but keep it clean. Well, you don't have to keep it clean, but it makes it easy for me. It's one less click. I don't have to click the explicit box. So hi there. And welcome back to Amplify the personal brand entrepreneur show.

I'm Bob Gentle and every week I'm joined by amazing people who share what makes their business work. If you're new to the show, take a second right now to subscribe. That way you won't miss new episodes and you can grab some older ones when you're done with this one. Don't forget as well, you can join my Facebook community, just visit, amplify me forward, slash insiders, and you'll be taken right there. Now, we all know how hard it is to juggle all the things in your business accounts, meetings, a never ending inbox.

That's why, again, I've teamed up with a group Pulse to give you five hours back every week. When it comes to managing your social media marketing, there's no complicated Excel docs. Long emails or millions of open-top simply manage all your social media channels in one place. Go to social dott. I got a pulse dot com forward amplify and you will get two months free. Now all you have to do is figure out how to spend those spare five hours.

And I tell you I'm using it now and I honestly cry a little bit when I think of all the time I have been wasting.

It's such a time saver. So welcome along and let's meet people. So this week I'm really excited to welcome Pablo Gonzalez to the show. Pablo is like the alter ego of pop, which he'll be discovered quite soon. So, Pablo, for people who don't know you, why don't you tell us a little bit about who you are, where you are? I'm already jealous and what you do next, Bob.

I love this. I love that we identified that we are each other's alter ego, yet we completely are down the same vein, just opposite sides of the coin.

And I think it's wonderful. Man Bob, I'm in I'm in Florida.

Right? I know that. I know that it's your favourite place. I'm in Jacksonville, Florida. That's the northeast part. Like, right before you get to Georgia. I grew up in Miami. I'm a typical Miamian. And what is it? What do I do, Bob? I'm I'm obsessed with human relationships.

And right now, I believe that we have the ability to have more relationships than we've ever had before.

And by that, I mean, you've probably wished somebody a happy birthday that you haven't seen in twenty years in the last couple of weeks. And that has never been an option. And it's because of these digital mediums that we have to create relationships, and I think the world has really gotten used to that idea from a personal standpoint, but business hasn't caught up. I think our culture on a personal level is digital and our business culture is still lagging behind.

And it's old school. And I fundamentally believe that most businesses are relationship businesses.

So if you're not thinking about this as a way to growth, how you scale your relationships based on these new digital mediums, then you're simply being inefficient or ineffective in the vision that you were painting for your business's future. So if you were to ask me what I do, I'm in marketing, right?

Like I design and execute content creation plans that allow businesses to scale their relationships and lead to business growth.

But I really am obsessed with this idea of scaling relationships and and moving towards this future where we are rapidly automating.

Right. Like we are rapidly becoming this like society where I can tell you how much I love your glasses. And in 45 minutes, there's going to be a Facebook ad that is selling me glasses that look like what you're wearing. That's only going to get that's only going to get bigger. Right. Like that's only going to get better or worse.

However, you however you want to see that. And the only way that you were going to solve for Chern that you're going to keep clients engaged with you, keep your employees inside of your company, that you're going to keep people in your circle when they're going to have unlimited options for whatever they want and they're going to be offered to them immediately. The moment that they care about it is by leaning into relationships and creating a community around you, because you can switch products, you can switch service providers, but, you know, you don't switch friends as easily.

I think what's really interesting, listening to you and there's a couple of places I could go with that is different businesses discover opportunity in different ways. And a lot of the people I speak to, in fact, I'll rewind a little bit opportunity can come to us through one of four main paths. It comes as a result of our advertising activities. No matter how you do it, people see your ads, they go. That looks kind of cool. He looks kind of cool.

She looks kind of cool. I'm going to I'm going to connect there. Or they can come because they've discovered some of your content somewhere. Or they can come because you jumped out in front of them, said, this is who I am. This is what I do, outbound sales activity. Or they can come through referrals from your network. And what's often surprised me, because this is the digital marketing entrepreneurs who I speak to, a lot of people who run their businesses predominantly online.

So consultants, coaches, people like that, people that you would think the majority of their business comes through ads or content creation when actually a lot of their real opportunity comes through relationships. And I guess where I'm going with this is what I found across the board is most businesses, they have a mix of those four, but a lot of those, they have systems for their systems, for their active systems, for content creation, their systems for outbound sales activity.

But they don't have systems for relationships. And what you said about most businesses are still looking at this in a very old school way is a lot of the time because the systems available still look at it in an old school way. And what I mean by that is CRM systems. Most CRM systems look at people as data points and opportunities rather than relationships. And I remember looking back and this is a very long winded bit of content from me, I don't talk that much on the podcast, but most of my business used to come through referrals.

Still does, kind of. And you take the average person we know, people like you and I, business acquaintances, we probably have a couple of thousand. The average person in the average business, probably 800. How do you keep track of 800 relationships in a meaningful way if you don't have a system? So I'm keen on your reflection on that. From a systems perspective, how do you maintain and nurture relationships across that diverse I contact base?

Yeah, Bob, I think you're I think you're dead on, man. So everything that I've learnt, you know what I said, marketing and marketer last. Right? Because I've just recently started just accepting the fact that I'm in marketing these days. Everything that I've learnt and everything that I'm executing on comes from lessons learnt in creating volunteer groups for non-profit organisations and the lessons that I learnt in doing that. Is the fact that the most influential people in society, the most connected people in society are the people that serve on these non-profit boards, and they got there by being of service to other people, right?

By by being that person that takes a meeting understands what you're about, what your superpowers, they ask great questions. They listen, and then they go and say, who can I introduce you to that can enable you in your mission, in your journey? How can I add value to your life?

And that, Bob, you know, we talked about it right before the podcast, right, like I am an extreme extrovert, but you notice that I'm an extrovert that listens. That was a completely learnt behaviour for me. Right? I learnt that in my early 30s when I started getting into these groups of people and started realising that the way that you build relationships is isn't my up until I turned 30, my Ace Ventura shtick and being the funny guy in the room, it's how I can be the most valuable person in the room.


So so then I started looking around and thinking, what are the systems that these people, first of all, very, very easy to notice that the tangible benefit is the idea that when people are coming to you based on these warm referrals, based on these like really qualified recommendations, they are much easier to do business with.

Right. Like, at the end of the day, if we're looking at this from a business perspective, the reason why so much business comes from referrals is because that's the easiest clothes.

If somebody that you really trust is telling me that I need to go do business with Bob, then when I take a call with Bob, you know, I'm not I'm not in there with all these guards up and thinking about and do I really trust this guy to I like this guy.

Is it for me it's more like I get there and it's is it for me. Right. You're able to get over the the like and no part of it. Right. And and and that's what I started delineating.

So when you have a system for relationships, you know, it's one thing, it's one thing to keep track of what's going on. But it's another thing you got to think about how you can be adding value at scale.

And you and I have essentially come to the same conclusion that it's content. Right. Like, if you can if you can figure out a content strategy that allows you to be adding value to people, that's going to put you ahead of the pack right now if you take another step up. And it's not just what value you have to offer to people and you treat it as how can I be introducing people to each other at scale so that you're not just adding your own value, but you're adding the value of everybody in your network around you to everybody else in your network around you.

Then you're hitting this scaling tipping point of that value exchange.

And what I realised at one point is that it all has to do with the stage and how you use a stage. Right. Like the way that you take it from one to one to one to many comes from the leverage of using a stage because you need somewhere to go, one to many. And on top of that, the stage has this psychological effect on your brain, where if you're seeing somebody on stage and you're in the audience, you're automatically attributing extra value to it.

Right. And when I say a stage, I mean the physical stage in front of you at a conference, just like I mean a television, just like I mean, hey, if I've seen you show up enough times in my Instagram feed and it's your face talking to me, that screen also serves as a stage the same way that if I read your book for eight hours, that's a stage I'm consuming you as a stage. Right.

So it's just like understanding of the the value and the practical use of applying the psychology of the stage across as much as you can. And then it's really just about how do you figure out a way to understand the value of the people around you so that you can then communicate it at scale on these stages?

I love the answer. And it really leads me very neatly to my next question, which for a lot of people I think is quite difficult, that you do a thing, you do a thing for money that a lot of other people kind of do as well. And one of the barriers, when you come to write a book or people invite you to speak or you think, OK, I'm going to go in deep on Instagram or YouTube or any of these platforms or stages, who are you showing up as?

One of the things that I've sort of heard you speak about before and we spoke a little bit about before we were recording, was this concept of category design. Who are you showing up and how would you advise anybody who is at this point where they want to be clearly known as the guy who does the thing and the thing that they love most? Not one of the ten things they could do. How would you advise them to work through that?

I know for a lot of people, it's maybe easy. For a lot of people, it's really not. I think if you're going to write a book, for example, it's a big investment of time. If you going to be promoting this book, you're going to be known for this thing. So how do you decide what that's going to be?

I don't think it's easy for a lot of people. Right.

Like, I think this is a very human question. And, you know, we talked about this a little bit before the show. You're going to find that out through iteration. Like, you're going to find that out through feedback, you're going to find it out by showing up, communicating it, understanding how it lands.

Now, to me, the tactic of how you deliver it is just as important, right? Like like at some point, you know, you're going to have to spend some time trying to figure out what am I really, really good at that I love to do.

Then you're going to once you figure that out, you need to figure out how can I use this for service?

Like, how can I how can I use this super power for the benefit of other people? When it comes to my story?

I've always been good at making friends.

I've always been good at walking into a room and gathering people around me and being able to command attention.

It wasn't until I was in those rooms in the you know, in the non-profit boards that I got involved with that I started realising this isn't about me showing up into a room and showcasing my value. It's how can I start using this to serve other people? How can I how can I use this thing to make other people feel like a ball and that they can command attention? Right. So so that is the mindset shift that you have to go into is going into service.

And then from the category design standpoint, I would recommend somebody to focus on what is the problem that they're solving and not market themselves as a solution, but market themselves as the person that most cares about this problem and the better you get. So once you're going into that iteration mode of like, all right, this is what I love doing, this is how I want to go serve people with it, start don't start talking about like, hey, man, I want to be a speaker about this.

Be Hey man, I want to figure out how people can get over this...

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