I hope you enjoyed the podcast-as-audiobook update of Talent Chooses You. As a special bonus to celebrate/announce the launch of EmployerBrandLabs, I challenged myself to "retell" the book in just 15 minutes. And I think I succeeded. Enjoy!

I started this book as a way to champion the idea of employer branding. But along the way, I wanted to temper it with reality, the honest challenges and frustrations and employer brand professional faces. Building an employer brand, in whatever capacity you choose to do it, is intensely hard work. What we do is ART. Embrace it.

If you understand what motivates some people, you can look within your company and see which of these motivations you are rewarding. Are you rewarding people who innovate and drive change, or treat them like rabble rousers and try to silence them? Are you promoting the people who cultivate your “together” culture, or focus on the ones who do the best individual work? When you say you are trying to save the world, are you recognizing the people who work towards that goal or the people focused on developing their own career ladder?

When it's time to reveal your employer brand to leadership, what's your plan? Were you just going to take a page from that episode of Mad Men and make a big creative reveal? Wow, that would be a mistake. Here is my surprisingly nuts-and-bolts approach to presenting your new employer brand to leadership to increase your odds of buy-in, acceptance, and even use it as a means to clearing out obstacles in front of you. Show Notes: Yes, I can speak to your team! Yes! you can have my ebook! Places I'm speaking: MRA Bettendorf Transform - Boston RecFest - London SRSC - Philly MRA Minneapolis Recruitcon - Nashville

A great brand position, brand promise or even strategy that sits in a deck without being used is 100% worthless. So while thinking strategically is a great start, you need to activate the brand in order to see your employer brand's value. While we've talked about specific channels and media before, we've never thought through activation as a concept. In this episode, we'll reveal the secret to activating your employer brand across any channel in any company. Enjoy! Show Notes: Yes, I can speak to your team! Yes! you can have my ebook! Places I'm speaking: MRA Bettendorf Transform - Boston RecFest - London SRSC - Philly MRA Minneapolis Recruitcon - Nashville MidwestTechRecruit - Chicago

While I'm a big believer and proponent of opening the doors to let everyone find frustration and satisfaction at work, as a middle-ages white guy, I always feel out of my depth. Luckily, I know a guy who lives and breathes diversity. We have yet another rambling conversation on what its going to take to change minds and the world. I'm a huge fan of Torin Ellis, but I'm also his friend, so I'm tickled purple to bring him onto the podcast. And for real: if you get the chance to hear him speak, do it. The man's got the mojo. SHOW NOTES Torin Ellis: torinellis.com, @TorinEllis Places I'm speaking: MRA Bettendorf Transform - Boston RecFest - London SRSC - Philly MRA Minneapolis Recruitcon - Nashville MidwestTechRecruit - Chicago

Haven't we been doing this recruiting thing for a LONG time already? Does it feel like we're not really getting any better at it, that we're all throwing up our hands and giving up that things can be better. And if we look at recruiters and sourcers and HRBPs and hiring managers as independent actors instead of an integrated system, that might be true. But pilots and surgeons face similar problems with far higher stakes and have found ways to achieving much better outcomes. What can they teach us about improving hiring systems? SHOW NOTES Since I mentioned his book, here's all of Atul Gawande's (amazing) writing MRA Bettendorf Transform - Boston RecFest - London SRSC - Philly MRA Minneapolis Recruitcon - Nashville MidwestTechRecruit - Chicago

Today, we try a little experiment and talk to my friend and recruitment marketing genius Tracey Parsons. Topics covered along the way: why doesn't the business work well with recruiting, creating surprise and delight in candidates and just how low the bar is t0 making most candidates thrilled to apply. If you enjoyed this "experiment," let me know! I've got a few more on deck and want to make sure its delivering value to you! Show Notes: Tracey Parsons: @TParsons, Parsons Strategic Consulting Strive Conference (Chicago!) MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

How do you define "strategy?" Go ahead. I'll wait. It's a lot harder than you might expect. Now take the definition and see how it fits as your employer brand strategy. A little awkward? Here's the deal: it's very rare that any of us are taught "strategy" as a concept, and yet our jobs depend on our ability to develop and execute one. In this episode we go hard into what a strategy is and how you should go about developing one. Show Notes: ERE San Diego Strive Conference (Chicago!) MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

It's so much easier to work on and with the things we control. But... that's pretty limiting, isn't it? Especially in our jobs where we control almost nothing at all. If you want to succeed as an employer brand or recruitment marketing pro, the smart move is to ignore the things we control and focus on what we don't. Show notes: ERE San Diego Strive Conference (Chicago!) MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

If your employer brand is the perception someone has about what it must be like to work there. where does that perception come from? More to the point, what can we do to influence and shape that perception? The answer isn't a campaign or a project, tool or seminar. The answer is in building great habits. Show Notes: Katrina Kibben of Three Ears Media ERE San Diego SHRM Talent Strive Conference (Chicago!) MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

Freshly back from Talent Brand Summit an 100+ employer brand pros, I was struck by how much we talk of tactics, strategies, optimizations, tools and metrics, but very very very little about emotions. But people won't do anything until they feel something. So let's start talking about eliciting and sparking emotions in candidates. Show Notes: Katrina Kibben of Three Ears Media MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

How much time do you think you spend on the tools you and your team use to source and recruit? Add in vendor demos and evaluation trials and internal conversations (not to mention budget conversations) and it adds up. But how often have those tools worked out? How often have they delivered the promised results? When it's all over, was spending that time and money worth it? What if there was a way to ensure that your new tools work out? In this podcast, you'll get ten questions to ask before you buy anything to eliminate buying regrets. Show notes: MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

What’s the difference between an EVP and an employer brand?  It’s not a riddle, but for something so fundamental to our understanding of helping attract and retain talent, it seems like EVP, employer brand, brand position, and brand promise are almost never well-defined. I’ve been guilty of using them interchangeably, or just mirroring the terminology used by my customer in order to get to the work of crafting and communicating the brand.   Every experienced and smart employer brand practitioners don’t (or can’t) properly explain the difference. They just use phrases like “the way I like to think about it is…” and go off on some flowery bit of poetry.  So let’s nail things down right here once and for all. What is the difference between an employer brand and an EVP?

Your custom-designed and unique-to-you recruiting process that you developed is 99.995% the same as everyone else's. When you do everything the same, you attract people who know how to pretend to be the same. Not only does that make it near impossible to understand what makes a candidate different, it also tells the world that you're not different. And if no one can tell the difference between recruiting and companies, you make yourself interchangeable, which might explain why you are losing so much talent so fast. Show notes: Webinar: How Recruiters Can Use Employer Branding (March 21) Talent Brand Summit MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

I've been interviewing people and a theme is emerging: even when the company has something unique to offer, even if it has a lot of positives to talk about, candidates simply don't believe it until they are hired and see it for themselves. There are a couple of reasons for this, but a core one has to do with understanding content marketing strategy. Webinar: How Recruiters Can Use Employer Branding (March 21) Talent Brand Summit MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

In your haste and zeal to find and hire that amazing candidate, how many people are you burning in the process? In a world where talent isn't a never-ending resource, recruiters need to be very aware of how many negative brand impressions they are making, and how many people they are ensuring will never apply for another job while they find that perfect candidate. They need to stop being so short-sighted and see the long game. Show notes Webinar: How Recruiters Can Use Employer Branding (March 21) Talent Brand Summit MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

Maybe it's easy to talk about making an amazing employer brand when your consumer brand is famous, is infamous, is touched and known by its millions of customers. So how can you build an effective, differentiated employer brand when there's nothing obviously different about you? In this episode, we talk trucking, regulated and commoditized trucking. Can you make one brand stand above the rest when they are all all-but-makes-no-difference the same? Yes. Yes, you can. Let's talk about how. Show Notes: Webinar: How Recruiters Can Use Employer Branding (March 21) Talent Brand Summit MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis

If you think your jobs is to put butts in seats, your job ends the second that your hire shows up for work. But that's old world thinking. We live in a world in which we are perpetually recruiting, not to join a company, but to be engaged at work, to join a project, to not dig ones heels in to slow progress and change. So maybe your abilities are recruiters have impacts far outside the limitations of "putting butts in seats." Because if recruiting never stops, a recruiter may be the new power in any company. Show notes: Chicago Employer Brand Mini-Conference Talent Brand Summit MRA Waukesha ERE San Diego SHRM Talent Strive Conference MRA Bettendorf Transform RecFest SRSC Philly MRA Minneapolis Oh! Don't forget to grab my free ebook

You'd think offering candidates lots of choices would attract and close more offers. But that's not how it works. People think they want choice, but what they really want is certainty. Which means a recruiter should be focused on lowering uncertainty, not adding more choices. Show notes: Go get my free ebook! Talent Brand Summit in Austin (Mar) :: ERE (April) :: SHRM Talent (April) :: Yello User Conference (May) :: Transform (June) :: RecFest (July) :: Employer Brand Manifesto :: I can help your solve your messiest recruiting problems with employer brand thinking :: Book me for speaking engagements on employer brand and recruitment marketing :: Ask Me Anything!

In the spirit of the patron saint of filling resale shops, we ask what Marie Kondo can tell us about approaching our recruitment marketing and employer brand tactics. Show notes: Talent Brand Summit in Austin (Mar) :: ERE (April) :: SHRM Talent (April) :: Yello User Conference (May) :: Transform (June) :: RecFest (July) :: Employer Brand Manifesto :: I can help your solve your messiest recruiting problems with employer brand thinking :: Book me for speaking engagements on employer brand and recruitment marketing :: Ask Me Anything!

For all the work you put into your employer brand, the most important part isn't leadership buy-in, creative tagline or campaigns. It has nothing to do with what you say, but everything with what you do. And that's the hardest lesson to learn. Show notes: Talent Brand Summit in Austin (Mar) :: Employer Brand Manifesto :: Comprehensive Employer Brand Architecture :: I can help your solve your messiest recruiting problems with employer brand thinking :: Book me for speaking engagements on employer brand and recruitment marketing :: Ask Me Anything!

I'm certain that when I say the word "woke" I sound like an ass, but the new Gillette commercial has really forced us all to ask ourselves, "how woke should and can my employer brand be?" And that's what we'll talk about today. Show notes: Talent Brand Summit in Austin (Mar) :: Employer Brand Manifesto :: Comprehensive Employer Brand Architecture :: I can help your solve your messiest recruiting problems with employer brand thinking :: Book me for speaking engagements on employer brand and recruitment marketing :: Ask Me Anything!

When it comes to employer branding, the last holdouts who refuse who play along with you are the ones who most benefit from it. Aren't we a crazy species? So how do you get recruiter's to embrace these new ways of thinking? How do you get them to change their habits and do things differently? How do you get them to see the benefits of employer brand? We get into the nitty gritty today! Show notes: Talent Brand Summit in Austin (Mar) Social Recruiting Summit in Atlanta (Jan) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

Let me start here: is there a job you would consider taking even if it meant a 5% salary cut? Is there a great-paying job you’d reject because the company mission didn’t align to your worldview? I’m willing to bet you said yes to both those questions, destroying the idea that the only thing people weigh when considering a new company or offer is salary. The fact that you would take a job that doesn’t pay the most means that there are other underlying reasons that are not as directly connected to salary (for most people, anyway). You might choose a job because it gives your better work/life balance. You might choose it because it has a substantially better commute. You might choose it because it rewards your intrinsic desire to build something new. You might choose it because it will give you less interference as you pave a path forward. You might choose it because the brand’s status in the industry feeds your ego.  We are all motivated by different things.

It's easy to get confused when we don' take the time to define our terms, but you can't swap out your employer brand for your culture. Why? Aside from the fact that they are different things, come from different places and are changed in different ways? Well, you'll have to just listen to find out. Show notes: Talent Brand Summit in Austin (Mar) Social Recruiting Summit in Atlanta (Jan) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

Welcome to the new year! Resolutions suck, but that doesn't mean this isn't a great time to make change happen. The trick isn't focus on a big hairy audacious goal, but to build better habits that lead you to doing amazing things! Show notes: Thank you (in no order) to Elena Valentine and Abby Cheeseman, Lindsay Parks, Katrina Kibben, Ben Gledhill, Iain Hamilton, Charu Malhotra, Audra Knight, Andrea Hurtado, Angie Verros, Hing Lee, Tiffany Lee, Will Staney and Bryan Chaney, Torin Ellis, Tracey Parsons, Shane Grey, Chad Sowash and Joel Cheeseman, Alison Krause, Jeff Hyman, the Talent Brand Alliance Board, Brad Farris and Jill Salzman. Talent Brand Summit in Austin (Mar) Social Recruiting Summit in Atlanta (Jan) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

If you're focused on being seen as a great place to work, as being an attractive employer, as having a string employer brand, you are asking yourself the wrong question to win the fight for talent. What's the right question? Tune in and find out. Show notes: Talent Brand Summit in Austin (Mar) Social Recruiting Summit in Atlanta (Jan) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

What does the future hold? In this episode I pretend I know! Also, if you want that $200 discount code to the Talent Brand Summit in Austin in March (and the TTC sticker and the donation), just let me know (twitter, email, whatever works for you)! Show notes: Talent Brand Summit in Austin (Mar) Social Recruiting Summit in Atlanta (Jan) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

On this, our one hundredth episode, I try to explain the entirety of employer branding in sixty seconds. No special effects or auditory/podcast tricks. No visual aids or speed talking. I just get to the never-stated core of employer branding. Oh, and I swear a lot. This is not the podcast to play at your next holiday party while you're tucking into that meal. Well, none of these are probably good for that. Unless you're into that. You do you. I got your back. (no one ever reads these, so... there you go.) Show notes: Webinar: Hiring Is Holistic. Recruiting Isn't Social Recruiting Summit in Atlanta (Jan) Talent Brand Summit in Austin (Mar) Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

It's been a rough week for Facebook, and all of the advertising market. This wouldn't be so much of an issue if so many recruitment and talent leaders weren't confusing advertising and marketing. They aren't the same. So here's my chance to scare you away from over-indexing and over-investing on ads and focus more on the bigger picture. Show notes: Webinar: Hiring Is Holistic. Recruiting Isn't Social Recruiting Summit in Atlanta Talent Brand Summit in Austin Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

This is an epic opportunity! Between Thanksgiving and New Years, things get much slower. The pace of new requisitions dries up and it's time to think about the holiday party or next year's planning and budgeting. This is when you need to identify and launch that one program you never have time to get to, even though you know it will make your life easier in 2019. So get to it! Show notes: Webinar: Employer Brand Is For Business (Event Yours) Webinar: Hiring Is Holistic. Recruiting Isn't Future Work in Chicago, Nov 29 Social Recruiting Summit in Atlanta Talent Brand Summit in Austin Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything!

I know that the consumer marketing team gets all the money and attention. But should they? Can a case be made to say that your employer brand is more important than consumer marketing? Or at least that the employer brand is the beating heart of all other marketing efforts? I think so. So take a listen and see if you agree that your employer brand really is your company's brand. Show notes: Employer Brand Manifesto I can help your solve your messiest recruiting problems with employer brand thinking Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything! Talent Brand Alliance

Getting better is great. Sometimes, as we explore and experiment with recruiting and employer branding ideas, focusing on getting a little better might be all we can shoot for. But an over-reliance on optimization, the 2%, 3%, 5% increases year of year of our channels and tactics, leads to stagnation. The best way to ensure you eventually become irrelevant is to focus exclusively on optimization. Want to really get better? Ignore optimization and seek revolution every single day. Show notes: Fairygodboss EmployerBrand.Consulting Book me for speaking engagements on employer brand and recruitment marketing Read the Employer Brand Manifesto on LinkedIn Ask Me Anything! Talent Brand Alliance

How many people think you are competing with Google/Facebook for dev talent? You're nuts, but you're not alone. So many companies consider Google/Facebook/Amazon/et al as competition for talent, but miss their real competition. In this episode, we think through the question of who your real competition is so you can evaluate your own employer brand better. Show notes: EmployerBrand.Consulting Book me for speaking engagements on employer brand and recruitment marketing Read the Employer Brand Manifesto on LinkedIn Ask Me Anything! Talent Brand Alliance

We’ve spent a lot of talking about what makes up the brand, but when it’s time to make choices that will influence and change the brand, where do you start? The process of building the materials to attract and validate someone to your hiring process requires answering questions like these dozens of times a day, the answers to which will determine the success of your recruiting initiatives. So, you know, no pressure or anything. The answer to the question of “what video do I make” begins by understanding the complete architecture of your employer brand. Once you see that, the answers become far more obvious. And come quickly. Invest in this process and you’ll be equipped to make decisions easier for years.

If Maya Angelou was right, and people don't remember what you say as much as how you made them feel, why aren't we striving to make truly emotional employer brand messages? Why aren't we trying to make candidates feel something? Show notes: Read the Employer Brand Manifesto on LinkedIn Proactive Talent Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything! Talent Brand Alliance My latest article at Proactive Talent: Employer Brand Is About the Business (Not Just Recruiting)

There's a reason employer brand people feel like a person without a country, not quite fitting into recruiting or marketing, but needing to influence both. In this episode, I try to plant a flag, defining the EB pro's value (to ourselves and our employers), and start to see how employer brand might just be the way we re-invent this whole recruiting thing from the ground up. Show Notes: The Employer Brand Manifesto The Cluetrain Manifesto Proactive Talent Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything! Talent Brand Alliance My latest article at Proactive Talent: Employer Brand Is About the Business (Not Just Recruiting)

Managing an employer brand usually means feeling more like a plumber than an architect. But here's the twist: plumbers are more important and have a bigger impact than architects. Show notes: Proactive Talent Book me for speaking engagements on employer brand and recruitment marketing Ask Me Anything! Talent Brand Alliance My latest article at Proactive Talent: Employer Brand Is About the Business (Not Just Recruiting)

99% of all employer brand conversations are about recruiters, candidates and hiring managers. Um... how did we forget employees!? Not only are they the backbone and living embodiment of the brand, they are directly impacted by it. James Ellis: http://jamesellis.us Ask me Anything! https://proactivetalent.com/advisory/ Show notes: http://wp.me/p806sS-c5

Every day, you are collecting resumes from hundreds or thousands of people thinking this is their dream job, even though most won't get so much as a phone call. If I ran a business where I annoyed and disappointed so many potential customers, I'd find that concerning.

How often should you email or reach out to your talent pool? I don't know, how often do you call your best friend? Its such a crazy question, but we hear it more and more. In this episode, I try and flip over the apple-cart of content cadences and communication planning.

The root of most recruiting problems is that we forget that candidates are riddled with uncertainty. Want more people to apply? Want more people to accept your offers? Remove uncertainty throughout the entire process!

How do you measure something that only exists in other people's minds? And how do you set your metrics up so that your boss actually understands what you do and what your value is? Show Notes: http://wp.me/p806sS-bJ

The hardest and most satisfying games to play are those without a clear way of keeping score, without start and stop times. You play to get better, not to win. This sure sounds like an employer brand to me.

In this really long episode, I clear out my notes and cover more than a dozen employer brand topics before we head out for summer break. Everything from social recruiting, deep branding, the invisible employer brand, and recruitment marketing's race to the bottom, this episode is chock full of big ideas. - Is employee advocacy a social strategy or EB strategy? - The slow EB: a big launch invites criticism and rejection. A slow play allows people to feel like the EB has always been there - Assessment solutions are about hiring in bulk, in finding a hire based on specs rather than finding weirdos and artists. The assessment is a decision to optimize around what is today rather than building something that is more future-proof - Follow the leader: "what every career site needs" thinking will ensure no one knows the difference between you and other companies (a sure sign that you don't have confidence in your company/brand). Its driven by what's "supposed to work" without understanding your particular context. Its a way to play safe and not really think about your needs and situation. - Race to the bottom - What would happen if you asked every employee if they would choose to work here if they knew then what they know now? - Branding yields a premium, allowing you to "punch above your weight" in the hiring world. It allows you to contend for talent you might wouldn't have been able to before - A great EB directs the prospect to consider something more. To think about opportunities outside the obvious. It can direct the prospect to re-evaluate how they are evaluating companies. - The invisible employer brand. Does your eB need to be stated? Obvious? - How long does your EB live? - The smaller the company, the more important your EB is - Your job is to make people care first. The sales comes second - What happens when everyone is an exception? Too much of hr is about applying a solution to everyone as if everyone is the same. This isn’t about cultural fit. This is about embracing the mess instead of trying to kill your junk drawer - Who is your competition on Instagram/Twitter? Who are you taking followers from? Its a game of attention: getting it and holding it - Employer branding is "deep branding" - Talent is a moving target: How quickly do things change? The job description you got approved last month is already out of date by the time you hire. So imagine what things look like a year from now? Or three? So stop hiring for skill sets. Stop running the job description checklists. - Employee experience is a lie, except when it isn't. Why do people work? to get a paycheck? Ugh. If that's true, employee experience is crucial. It becomes the differentiator. If the purpose is to succeed, to grow, to make an impact (see: every study on millennial motivations), employee experience is worthless. What matters is your purpose, your why. Defining and communicating that becomes the experience. People are willing to give up perks and comfort for the possibility of success if they see a clear path to it. - Employees want to love their jobs. Why doesn't that happen? Show notes: http://wp.me/p806sS-ba

If you looked at all those sources of employer brand touch points and thought to yourself: How can anyone actually manage the employer brand when nothing is in their control? All these touch points that feed the perception come from every level and department of the company. But these touch points, regardless of what channel delivers them, come from a single core source. Every product decision, every customer support interaction, every news story, every recruiter interaction stems from or is a reflection of your company culture.

Everything about our industry is geared towards the middle: don't do anything too different or clever with your job descriptions because you'll alienate someone, maximize audience and reach (even if you'll never hire that person), focus on the widest possible net, etc. Which is why you you can't compete. Turns out that a strong employer brand is a function of being different. And your goal in managing that brand is about cultivating that difference in the face of a million factors driving you to the middle. Show notes: http://wp.me/p806sS-b2

Your employer brand isn't just about attracting people at the top of the funnel, or getting them to accept your InMail request. It permeates every level of the talent funnel. So if you don't know how to engage with your employer brand properly, it doesn't matter how hot your brand is, you will be wondering why so many people are rejecting your offers. Show notes: http://wp.me/p806sS-aQ

We are awash in recruiting metrics being spewed out from out ATS, our media tools, our social tools, our magic metrics tools, etc. But that are almost all worthless. There is only one single metric that you need to care about because its the only metric the business cares about. If you understand it, there's nothing you can't do. But without it, you'll be forever on the outside looking in. Show notes: http://wp.me/p806sS-aL