What Matters Most: The Hidden Power of Proving You Matter

0:00 The topics and opinions express in the following show are solely those of the hosts and their guests and not those of W FOURCY Radio. It's employees are affiliates. We make no recommendations or endorsements for radio show programs, services, or products mentioned on air or on our web. No liability explicit or implies shall be extended to W four CY Radio or it's employees are affiliates. Any questions or comments should be directed to those show hosts. Thank you for choosing W FOURCY Radio. What's working on Purpose? Anyway? Each week we ponder the answer to this question. People ache for meaning and purpose at work, to contribute their talents passionately and know their lives really matter. They crave being part of an organization that inspires them and helps them grow into realizing their highest potential. Business can be such a force for good in the world, elevating humanity. In our program, we provide guidance and inspiration to help usher in this world we all want Working on Purpose. Now, here's your host, doctor Elise Cortes.

1:05 Welcome back to the Working on Purpose program, which has been brought to you with passion and price since February of twenty fifteen. Thanks for juning again this week. Great to have you. I'm your host, doctor Earlescoretes. If we have not met before and you don't know me, I'm a workforce advisor, organizational psychologist, management consultant, local therapist, speaker and author, and my team and I at Gusto now help companies to enliven and fortify their operations by building it a dynamic, high performance culture, inspirational leadership and nurtery managers activated by meaning and purpose. Many organizations are not aware of how critical it is to invest in developing their leaders and managers not just for their own effectiveness, but also to avoid burnout to keep them fulfilled, but also so that they can measure and monitor the purpose experience of their organization to keep it working as an operational imperative. You can learn more about us and how we can work together at gustodeshnau dot com or my personal site at Leascortes dot com. Getting today's program we have with us today Wendy Lipton Dibner. She's the president, founder and CEO of profession Impact, Inc. She is the developer of organizational impact strategy, the inventor of the real world Impact Metrics and the creator of the Companion app.

2:09 She has helped thousands of enterprise, healthcare, and small businesses, as well as nonprofits, increased team effectiveness and revenue as direct result of making a measurable difference to people's lives. She's the author of What Matters Matters Most. How leaders build impassion, engagement, unrivaled loyalty, and boundless growth by measuring real world impact, which we'll be talking about today, and situating how organizations can increase profitability by maximizing and capitalizing on the real world impact they create for all stakeholders. Wendy, welcome to Working on Purpose. Thank you, Lisa. I'm so happy to finally see you. This is great, It is so great. Thanks for waiting for me. Let'sen thank forwards. We're having a little few technical troubles there for so forgive me.

2:51 I'm on my phone today, so I'm a little smaller maybe to you, but just as large an impacting message, I hope. So, Wendy, let's just first by celebrating this beautiful thing you put in the world, this gorgeous book you created. Thank you, nat, thank you, thank you never. Never tire of celebrating my guest books on air. Wendy so really really loved the read, got so much out of it. Excited to share with our listeners and viewers just what you came up with, just because we may have to go a little bit shorter on the show, just that if you could do just a little short introduction. You know you're a social scientist, as am. I been doing organizational strategy for many, many years. Why did you write this book? Aren't you busy enough?

3:35 I don't think I could ever be busy enough. I love this stuff. Okay, here's the short. So forty years ago, I was invited to present some research at the US Senate on a hospital and evaluation. It was a magnificent opportunity. We all went to the Senate, I did my presentation. I was very very young, and I was so excited, and then they asked me a bunch of questions, and then after the question they actually voted to make a difference for millions of people. And everybody was excited except me because on the plane I realized the senators didn't ask me anything about how the patients did, about what the doctors did, about what the real impact of that hospital was what they were interested in is cost, money, profitability, salaries, etc. Etc.

4:24 It so through me that I thought I needed to do something. I walked into a bank the next day asked them to give me a loan so that I could open a social laboratory to prove that businesses could make more money if we focused on impact than on money. So that was forty years ago. A lot has happened since, but I have spent my career helping all of these organizations to actually make significantly higher revenues by bringing down the priority on revenue and bringing up the priority on impact. So that's where I've been. We went through COVID. Everybody complained to me about how miserable their teams were and it was a disaster. You don't need me to describe it.

5:08 And one night I was lying in bed and I couldn't sleep, So, like a good red blooded entrepreneur, I took up my phone, went under the covers and started scrolling. And very long story short, at least what happened was I saw a post that just nabbed me. It was somebody who was talking about how much they hated their job, hated their boss, hated their life. Hated the work they had to do, hated the commute, but that they would do it forever if they could just figure out how it means something what they're doing matters. And I heard this for years, obviously, as you have as well. But this particular post went viral and hundreds upon hundreds of people were responding to how much they hated YadA YadA and how much they wish they could figure out how to do something that matters. And I finally had had enough of this after forty years, and I decided I know what to do, and so I walked in the next morning I had a doctor's appointment. I told my doctor and friend for years, I said, look, I have a system that I have been teaching for years. I think I have a way to turn it into something that could really make a difference. Would you be interested in knowing exactly what happens after you're done helping your patient for years after that? And he just raised his

6:40 hand and he said, can I be first? That's my kind of Galwindy. I'm so happy to meet you and know you and be connected to you, having learned from you, being inspired by you. This is what the world needs. And if you heard the introduction to the show. We do talk about and people crave knowing they matter. I'm a meeting at work researcher, I get it. So you know, let's first situate or next situate for our listeners and viewers, just the dismal situation. You know what we're dealing with here, why you're helping to address. In the United States, the engagement rate is twenty one percent or thirty one percent. Outside globally it's thirty it's twenty one percent. So, ladies and gentlemen, what that means is if you're inside the United States running a business, what that really translates to is, for every ten employees that you have, you have three of them that are really surging for trying to produce results and make things happen, and seven of them that are either holding steady or pulling you back. That's what that means. So it is critical that we address this issue. And you, of course talk about all kinds of things organizations have tried. We're not going to talk about those because we want to focus on what it is that you've done. But I just wanted to situate for our listeners and viewers just how grave This problem is I don't know how any business makes any money with those kind of numbers, right.

7:59 Right, And the thing is, that's all they care about is making money, and that's why they're not making money in my humble experience. Yes, So to your point, at least the leaders, and I've watched them, they're doing everything they knowed how to do. Frankly, they have paid me to come and help, right, So I see what they're doing, and the seminars and the trainings and the woohoo parties and all this kind of stuff that lasts for a minute. The question becomes at the end of the day, what's missing? And when we figured out what was missing, there was nothing to stappen. Yeah, And I also want to situate, you know, just think about all the things that organizations also do, the five star ratings, you talk about, the dashboards, even you know, the employee engagement surveys, even all those sort of things that really don't really get to the heart of the matter.

8:45 And I really really loved I mean, I've spent so much time Wendy now looking at various perspectives on what the pandemic has done for us, and as a social scientist too, like you. I can't help that, but I think you've situated something so critical that I want to situate. From your book that talks about really one of the major effects of the pandemic. You say the pandemic didn't substantially change what people want, but it dramatically shifted priorities regarding how long people were willing to wait for what they want and what they were willing to do to get it. If the pandemic taught us anything it showed us that life is too short to settle for less than what we truly want in business and in life.

9:27 Exactly right, exactly right. And you know one of my other books, that was the whole theme of the book about how it takes everything to make ourselves get what we want, and then we don't get it, and life is too short, and the question becomes, how are we holding ourselves back? And historically, you know social science, all right, what's all of this that has to do with why we can't get what we want? Sometimes it's not us. Sometimes just once in a blue moon, there's something else we can blank. And for once in a very long career, I can tell you for sure that if you're watching this and you watch this and you watch Elise, and you know all the great stuff she brings you. There is one thing that we all missed, and that one thing is that employees and frankly, leaders need to know that they are making an honest to goodness difference in people's lives. It's one thing to say my work matters.

10:29 It's another thing to say how it matters, what matters, when it matters, for whom it matters, what we can do to prove it. That was my diehard decision and we've done it. Oh, I can't wait to dig into more of what that really means because the listeners and viewers are probably like, Okay, now give me the meat. So let's take our first break. I'm your host, doctor Elise Cortez. We've been in the area with Wendy Lipton dim Nurse. He's the president, founder and CEO of Professional Impact, Inc. And the developer of organizational impact stress rategy, inventor of real world impact metrics, and creator of the Companion app. She has helped thousands of enterprise, healthcare, small businesses, and nonprofit leaders to increase team effectiveness and revenue, and as a direct result of making a measurable difference in people's lives. We've been talking a bit about where this book came from, why it's critical for today's standards. After we're going to dive into just what does it look like to measure this real world impact. We'll be right back.

11:40 Doctor Elise Court says as a management consultant specializing in meaning and purpose, an inspirational speaker and author, she helps companies visioneer for a greater purpose among stakeholders and develop purpose inspired leadership and meaning infused cultures that elevate fulfillment, performance, and commitment within the workforce. To learn more or to invite a least to speak to your organization, please visit her at elisecortes dot com. Let's talk about how to get your employees working on purpose. This is working on Purpose with doctor Elise Cortes. To reach our program today or to open a conversation with Elise, send an email to Alise A Lisee at eliscortes dot com. Now back to working on Purpose.

12:34 Thanksteresting with us, and welcome back to working on Purpose. I'm your host, doctor Elise Cortes, as I too, am dedicated to helping create a world where organizations thrive because their people thrive are led by inspirational leaders that help them find and contribute their greatness, and we do business that betters the world. I keep researching your writing my own books, so one of them came out recently. It's called The Great Revitalization. How activating meaning and purpose can radically enliven your business. And I wrote it to help leaders understand the layout today's workforce life, what do they want and need to give their best and stay with you? And then I provide twenty two best practices to equip your culture with what that what that looks like? You can find my books on Amazon or my personal side at least Cortes dot com if you are just now joining us. My guess is Wendy Lipton Dibner. She's the author of What Matters Matters Most, How leaders build impassioned engagement, unrivaled loyalty, and boundless growth by measuring real world impact, which is what we're talking about today. So let's get a little bit into your your some of your the technicalities of what you created when you which I'm just gobsmacked by it, by the way, woman just just love it.

13:36 So let's talk first about the idea of how you list five components of real world impact? What are those five five components? So first, as define the world impact if I could take it exactly at least, So, real world impact is every changed, result, difference, outcome, event, experience that occurs in people's lives. Ask it they have received the promised benefits of a product or service. So the real question here is when somebody uses your product or you know, engages in your services, they get the benefits you promise them. The question there is what happens next that you know, people say I want to change people's lives, but we don't know what that means. Yep, now we can measure it all right, So it starts with lower metrics. So the question becomes what are the five components of real world impact? The first is life areas. These are different parts of people's lives that can be impacted directly or indirectly by your product or service, and there are a bunch of them. There's dozens of different things that people call a life area, work, home, financials, right, So those are life areas. Now we look into how can life areas be affected? The first is initial impact and this sounds very science y, but it's really not. This is the first thing that happens esther, someone has received your benefits.

15:05 In other words, something happened that was supposed to happen, that you planned for, and it happened. Now, whatever the next thing happens to them, that's what we call initial impact. So it's the first time somebody gets more than what you promised. We could stop right there and billions and billions of dollars would increase just with that. But now let's talk about more because of what we really want is to make sure that we make a difference and we can measure it, and we can prove it, and we can help our employees feel good about what they do and help our clients and patients and beneficiaries really benefit from this. We need to show them how we really changed their life. So the next pieces are impact ripples.

15:51 Classic pebble in the pond metaphor, right, throw a pebble into a pond and it creates ripples. The ripples are different depending on which pebble you put into the pond. So everyone who is listening to at least's show right this second, you've got to know that you have a unique pebble, and when you throw that pebble into your customer, patients, or beneficiaries pond, unique ripples will appear. What that means is measurable changes, difference, events, experiences, outcomes, results will occur that you can measure all. Right after impact ripples, the question becomes for each impact ripple is it important to them?

16:34 Does it have any significance? And if so, how much significance. All of those years studying at Duke and everywhere else, trying to learn how to do research and not want me to do it and just wanting to go be on Broadway all led me to understand that we can really measure this stuff. It blew me away. So we measure the extent to which people find importance in the difference is that they're getting as the result of your products, and not just that, but are those differences now rippling to other people in their lives? In other words, does your impact create an impact on your customer, patient, your beneficiary and does that impact end up rippling to other people you'll never meet the next piece of it is impact causality. And as a research and neared this is my favorite. What we're really doing here is we are proving was it your product or service or wasn't it just because they think it was. Now we need to bring in all the great statistical research pieces that fall in that tell us, you know what, it's connected to you, but you didn't cause it, or you know what you did this, you did this, be proud of it, own it, measure it more so. The five components again life areas impact, impact, ripples, impact, importance.

18:02 It's an impact causality. I love it when you talk like that, Wendy. It's exciting all of this good sciencey stuff that really makes this stuff, that takes it from something abstract and sounds woo woo whatever and really brings it home. So to that in let's talk about how you You mentioned at least three ways that I could think of in your book about how to actually capture this, and one of courses is the analog way of doing it, which is what your case study in the book did, which we'll talk about later, the digital and of course your app. So let's talk about however you want to address that because we were like, how do I get this data? Where does it go? You know that right now, this is like my most most favorite Crestlin. I just just to be clear, all right, I will try not to nerd out too much. So so first of all, I am excited that since you've read this, this is now a patent pending system and patent pending engine and a patent pending interface.

19:00 So cool. Bottom line, it's awesome. So I call it real World Impact Metrics, and it's comprised with more than one hundred mathematical formulas that measure and analyze all of the five world real world impact pieces, but also a lot of other variables come into play, depending on what kind of product you have, what you're using, what you're doing, your demographics, all of the things that you're already measuring in your marketing research. One of my dear clients said to me, when you just created the sexiest marketing marketing research piece ever. So that's that's really how you need to think about this. So it's it's the math, but it's also the system.

19:42 So everything that you read what matters matter's most tells you exactly what to measure. The question is how do you measure it, how do you put it together, and how can you do it? And this was the biggest piece of lease This is This is where digital, analog and app all come together. How do we make you were that we can make this happen for organizations without any work, for their leaders or their employees, so that they can get the information they need and apply it without any work at all and only five minutes a week. And that's where the APP comes in. It's brilliant. You take away all the objections. So this is going to be too unwildy, I don't have enough people, not enough time. Right, it's brilliant. So then we go on.

20:25 We have to talk about the journey of impact. I just think that is such a beautiful thing here, So let's bring that to life for our listeners and viewers. You bet so. I have always spoken about the journey of impact, that we are all born to make an impact in people's lives, and that life's greatest journey is discovering what our unique impact is going to be and making it happen before it's too late. And that's what we're seeing in employees day after day after day with disengagement. What is my impact? How can I make it happen? And I still want to have a life. The journey of impact APP is now the measuring tool that allows you to capture, measure, analyze, and report these impact ripples that come from your market, customers, beneficiaries, patients. So now my lovely, wonderful Journey of Impact that I've loved for forty years is now a simple game that your customers play and they get rewarded and they have fun, and in the middle of playing the game, you're getting all the real world impact metrics in the back dashboard, which is really magical.

21:32 Oh my gosh, woman, you are a genius. I mean, it's obviously you're patent pending. It's just genius. Okay. So what I want to do next is as much as we can because I think there's so much goodness here. This is going to be so exciting for our listeners and viewers here, Wendy, I want to just talk about some of the steps that you talk about here for using real world impact metrics to increase revenue. And because it's otherwise it might sound just overwhelming to people, you do you do list five steps for that part of things. So can we start with those? If I can remember when I wrote I thought I'm. Here with me as well, don't worry. The first is educate your team right exactly.

22:13 So there's an easy way in a hard way. The easy way with you know, a shameless plug is get what matters matters most and give a copy to everybody in your company. And there's little little things that you can do, little impact challenges you can do, like for five minutes every week to get them on board with this, and then you don't have to do anything. That's the easy way. The other piece is to just excite people about being able to prove once and for all the difference they're making in people's lives, to be able to actually prove it, to actually have a piece of paper that you can take home to your family, that you can send out to your friends on social so it says, look what I did, and that's what this is all about.

22:57 That's what educating them is about. Step two is about providing the real world impact metrics tool. Whether it's you know, a long way out right which is doing it yourself kind of thing, it works. It just takes time and effort, which nobody has anymore, or you just you know, hop on the website and get the subscription to the app and you're done. But either way you're getting proof to your employees and to your customer's patients or beneficiaries, and that is so crucial in today's issues, which we can discuss if you want to. The next step is to share weekly reports. Make sure that everyone has what I call an impact fest, which is five minutes where everybody stops what they're doing, goes online, looks up at their screens, and sees every single thing that happened that week in your customer's lives that they did, that they're saying they never would have done it if it hadn't been for your product and service, and watch how their life change is week after week after week. Celebrate it all, make your choices, let us know it's true, and then go back to look. So that's your five minute impact fest.

24:10 Yes, okay, so before you go on, I want to make sure that listeners and viewers don't understand this. And that's and that third step you really make a point to make sure that you're pointing out that to ensure that all stakeholders have that front row seat and can see those metrics and those reports. And I think that's critical. Whether those are customers, investors, maybe they're partners, maybe they're even suppliers, you know, because part of what I do too, Wendy, is to be able to help bring stakeholders together around an organization's purpose. You know, we do it around the impact that's even deeper. So you've got to make sure and emphasize. That, thank you for that. That's great. Yeah yeah yeah, So okay, so then of course you're talking. Okay, so you went through each of them, I believe.

24:50 So step forward is to empower them to encourage customers or patients or or stakeholders to go ahead and follow up, keep doing their real world impact metrics, keep sending it out there, keep making sure that everybody is capturing the impact that's happening, which is easy to do with simple emails. Then step five is the snapshots. At least, we're not seeing you visually at the moment, so I'm going to just keep talking. So the in the app itself, there is something we call journey of Impact snapshots, which get taken by the users, by the customers and the patients and the beneficiaries every single day they make these snapshots.

25:35 It's not of them, it's of their journey of impact. And of course it's branded to the organization. So we really want to make sure that your organization gets seen and so that we know all of the changes that are happening and the people you serve are real and we have proof of it. And that's a very important piece. And I think at this point this is when at least would normally take a break. Should I keep talking or are you going to take a break? Now? I have no idea. Okay, we don't want any black air, So I will keep talking for you guys until the least can come back. So the next piece in the puzzle is a really important piece, and that is understanding how much you can serve your stakeholders by getting this information.

26:26 And it's laid out with a bunch of formulas that are different than real world impact metrics. These are the proven formulas that I use with my clients, and now I'm making that accessible. There she is, she's okay, good. Well, it's amazing what you have to do to kind of convince this to work somehow. Okay, okay, good, all right, you can see me, but I can't see you. Here we go. Okay, you need to turn your phone just a bit because you're like that. That's where it was. Okay, I'm glad you can hear me. I can't see you guys anymore, but that's that doesn't matter. Thank you, I've heard I heard you soldiering on Wendy. We are going to deliver this great information because it's just too good, not too thank you so much. Okay, so you got through step five. Yeah, yeah, okay, you are the past. This is so exciting. Okay, So I think what I want to do really quick here, so I want to make sure that those those steps are good and solid. But before we do anything else, I would love it if you could just say a little bit more about how this app works. So I presume that everybody in an organization, the customers, the employees, other stakeholders, leaders, have the capacity to log in, yes.

27:35 To log in on their side. Yes. So to be clear, there's two different sides of this app. One is the game side. Those are for your customer's patients, beneficiaries. They get to play the game every day. They just play the game, that's it. The slip side is what we call the dynamic dashboard. This dashboard is for you to seek out on so it's every single possible analytic that you can think of. If you went anywhere near a sociologist or social scientists in your career, you know what I'm talking about. But basically, it's just a bunch of little boxes. It's very colorful that tell you what's happening on the game side, and you can push buttons to create your own analysis. And it's so easy. You don't have to understand the analyzes. You just push a button.

28:27 I want to know if this is a cause or an effect. I want to know if this is a cause or a connection. I want to know if this is connected in any way to that, show me a picture and then you get a gorgeous picture that tells you what it does. So that's the back end and the front end, and the two shall never meet. The employees get to see the game, but they don't get to play it. Okay, this is brilliant woman. You are just genius. I'll definitely want to separately play more with that with you. But let's go ahead and take our last break here. Okay, I'm Alice Cortez, your host. We've been on the air with When de Lipton. Dib Nurse's the president, founder and CEO of Professional Impact, Inc. And the developer of organizational impact strategy and the inventor of real world impact metrics and the creator of the Companion app. She has helped thousands of enterprise, healthcare, small business and nonprofit leaders increase team effectiveness and revenue as the direct result of making a measurable difference in people's lives. We've been talking a bit about just how important it is to be able to demonstrate real world impact and proof, but also now we're getting into how can we actually measure that and showcase that and play with it. After the break, I really want to get nitty gritty to help you, as leaders and organizations, help you understand how you can start to enroll your employees in their first unique impact shortcut for themselves. We'll be right back.

30:03 Doctor Elise Cortes is a management consultant specializing in meaning and purpose. An inspirational speaker and author, she helps companies visioneer for greater purpose among stakeholders and develop purpose inspired leadership and meaning infused cultures that elevate fulfillment, performance, and commitment within the workforce. To learn more or to invite a lease to speak to your organization, please visit her at Elisecortes dot com. Let's Talk about how to get your employees working on purpose. This is working on Purpose with doctor Elise Cortes. To reach our program today or to open a conversation with Elise, send an email to Alise A. L Se at Elisecortes dot com. Now back to working on purpose, she is, she's back.

31:07 Oh, we are persistent. If nothing else, my dear, nothing else, we are persistent. Okay, at least Cortez back here, joining here with Wendy Lipton Dibner. Thanks for your patients, ladies, and Jen says We've worked through technology, but we are determined to bring this to you. So for this last segment here, Wendy, I wanted to go into as much detail as we could here. You have several steps looks like ten different steps that you can give to leaders to be able to start to use this stuff first in their teams. And so now we've given that high level impact of just how beautiful and how radically different their their organizations can be. Now let's take it to the team level here, and you have a steps and I've got them out here for you as well, but I'd love to call them out here. So this, ladies and gentlemen, imagine that you. This is a brand new concept.

31:52 Your team knows nothing about this the idea of how to measure impact. So now what Wendy has done here is she's created a process for you to be able to bring your team together. So step one is to call a meeting with your smaller large group of employees personally or virtually, so you're introducing the concept that's. True for one second before yeah for sure, Yeah, thanks, Because this is actually a separate formula that I've actually been using for about three decades, and I brought it into the book because one of the things that people want to know is what is my unique impact? What was I born to do in the world. And so while while all of these real world impact metric systems stuff help you to figure out the impact you make through your work, the question is what impact can you make in the world all the time, even not at work.

32:47 And so I call that unique impact. And your unique impact is a combination of a bajillion ologies right every right, Biology, sociology, psychology, neurology is all these ologies put together to measure, oh, your brain works and who you are and what kind of and in fact you were born to make. And we add in all the experiences you've ever had, and all the jobs you've ever had, and all that kind of stuff. Now, I used to do that in charge like a bajillion dollars to do it in order to help individual people, usually leaders who really wanted to know. And I thought, this is a waste of life. Everybody should know how to do this. So there is a simple twelve ten step piece that you can use. It's in the book. But let me tell you what it does.

33:35 It shows you the one question that you need to ask people. And if you make a list of one hundred people that you've met, you don't even have to know them well, and just ask them this one question and then write it all down and then look at it and then quick back to the book and say, okay, how do I interpret this stuff? And you will discover exactly what makes you special and unique and what magnificently natural impact is that you do every single day without even knowing you're doing it.

34:16 So just read the book. Well, I love that. And what I loved about this, Wendy, is that to me, it seems like a really good starting point to help people understand what we mean by impact. So what you then go on to say that after you get each of your timmverers to do that, then bring them back and have them share something that they got so and then oftentimes it's probably going to touch their heart. So there's usually going to be some tears with that as people get present to that and they get to celebrate each other. I love this for helping people understand what they're bringing to the party. So I think that it's really really powerful. And whatever you charge before, I can see why people bought it. I think it's really really powerful. And if you to me, if you anchored this whole initiative, starting with that individual unique impact to me, I think this would be so so powerful.

35:00 You know, one of the things it does that is so important, Lias, and you're bringing this up for a really important reason. One of the biggest complaints that Gallup shows is that, you know, employees feel like their leaders don't recognize them, don't see them, don't know that they matter or care as long as they get their work done. And one of the things that we've seen a lot in our work is the same thing. I'm sure you've seen it when you've gone into you know, they do they do their job but they don't really believe their boss knows them or cares about them or knows them. And that may or may not be true, but it's the perception. And one of the most magical things about doing the Unique Impact exercise is that all of a sudden, the employees realize, oh my gosh, this person really cares about me, like is interested in me and really thinks I'm unique And what a concept? And how am I ever going to live up to it?

35:53 Well? I need to live up to this now. And it's a whole different level of engagement to that point when somebody looks right at you and seeds that you're special something else. Well, I also think what I love about what you created there, Wendy, And I know that you've you know, you've been doing this for a long time. But but it also it allows you to be able to embrace that a lot of people don't get the opportunity to embrace what makes them really special and unique. So that is a beautiful starting point. And then to have somebody else see that so so so powerful. So I know the power that I know you too, So I had to I had to situate that. Okay, So I did a couple. More things we have to cover before I let you go.

36:34 I want to talk about this is even more lovely and geeky. Right when you talk about those five steps to custom customize and calculate impact rewards. Man, there's all kinds of levels there that really are Anybody that's in marketing, who's in you know, who's in the financial suite, is going to love this stuff. Can you touch on those? Suret? So to be clear, so everybody knows the one of the things that you know very well at least is that bonuses. You know, employees want their bonuses and their rewards and their prizes, except that those things last for you know, a hot minute, and then they're back to the way they were. It just doesn't last. And so what this does is it creates a system that is easily calculated where we show the bonuses that people get financial bonuses as well as prizes for the impact that they were a part of bringing. And so in other words, we call it impact rewards. And it's based entirely not on how many hours you showed up or how many absentees record, you know, none of that stuff.

37:41 I'm not saying you shouldn't do that but I am saying this is an extra bonus that CFOs first say oh no, no, no, no, and then they look at how it works and they say we should do this. Basically, you take your real world impact metrics, which, after all, a metric is a number, right, So you have a lot of numbers that proved your real world impact, and then you spread that out in a formula that says, how will we weight each of the five components of real world impact? How will we weight the number of customers that did this? How will we calculate the quantity and quality of every single impact we made over the last sixty to ninety days and turn that into a cash reward that we call impact awards. And so now the employees know, every month, every two months, no more than every quarter, in my recommendation, that we are now going to reward you for every single piece of impact that you infused into your unique position in this organization.

38:48 And you will be paid because of the unique impact that you put into that and we can prove it metrically. Oh that's so cool, woman, I'm telling you I know each other at least, how have we never met? I don't know, But now you can never get away from me. Okay, you're stuck with me, girl. That's it, just saying publicly admitted. Let's go. Yeah, it's on air, it's on record. Okay, so this is just stunning. Anything else you want to say about the impact rewards more you could say, but anything else that's important to say for now. I think the most important piece of the bottom line of impact awards is that when CFOs get it, when they start to see the amount of money that gets saved because the disengagement is now down or eliminated, because people are working harder, because they're excited to see what they can do with their impact. When when they look at the numbers and they start to see how the costs are going down and the revenue is going up, it's a no brainer to install impact awards in every organization.

39:57 Beautiful, Okay. Now the next thing we have to do is we have to. Let in, uh to the listeners viewers, just a little bit of a fun surprise about your book that makes it even more delightful they weren't already, And that is that you nestle the whole darn thing Wendy into an actual story. And who doesn't love story? And of course that story includes pets. Who doesn't love pets. So let's just share with our listeners and viewers how it is that you I can't do justice to, you know, to Furry Hope and in its in its cast of characters and the board members, et cetera. So introduce that story compelling. Okay, but I won't tell all the details because no, please don't. Yeah. So, yes, this is this is a story. It's actually real people, real clients. Their names have been protected to protect the innocent kind of thing. But these are real people and in this but the story itself is not true.

40:51 So these real people serve on the board of directors of a nonprofit in this story. Each of them come from a different industry, a different manufacturing, science, all of these different places, medicine, and they all serve on one board of an organization, a nonprofit organization that we've called Furry Hope. And Furry Hope is basically a shelter and rescue center where dogs and cats and anything furry that have been lost or wounded or have nowhere to go get to live in Furry Hope. And these people who serve on the board start the story by talking about how really really stressed they are because in each of their organizations, their employees are making them crazy. And of course it's all the employees fault, right. And the woman who is the director and founder of Furry Hope, her name is Amy, and Amy is just wonderful and I just love her to dat And she is the one who introduces the board of directors to so one that they need to know. And this someone walks them step by step to understand how to recognize and make and measure and capture and report real world impact so that their employees will become more engaged, more loyal and have boundless growth. So the people in the story learn it

42:24 while serving on the board a Furry Hope, and all of these little things happen along the way that makes me laugh, makes me cry. I was crying while I wrote it. I cried it every time I edited it. I love these people and I love them in real life, and I love them in the book, and I hope you do too. It's a great story. It's exactly yeah, it is a great story. Just I love, of course Bob and Ripples. I mean, gosh, it's just so amazing. So listeners and viewers. I mean, this is such a great story about that, really, and what is beautiful about it is she's nestled in as like the backbone of the book to hold all these concepts together and illustrate them for you, and you do really get into the story. It's so so beautiful. I just was amazed that you could also write that story the way that you did. And I love the fact that you are the impact lady on the other end of the conference mic that nobody sees and you just hang up when you're done saying whatever is you need to say.

43:32 I'm much nicer like that in the real world. It was just delightful. So I want to give you the chance. I know you said this is a compilation of various clients, etc. And such, But we have about say, three minutes left on the whole entire show. Is there another sort of real world example or something like a case study element that you want to illustrate or share that also shows just how this stuff works in real life story So, before it. Was digital, it was analogue, and in analog, which was the vast majority of my career, right, it was me helping people measure things the old fashioned way. Surveys, interviews, doing all of these things to get to know their patients.

44:15 But it was always about making the employees know the impact that they're having with people. At the same time, it was teaching languaging. So in my early days I would sell sales and leadership training because if I said I was going to teach them about impact, they would laugh at me. Don't forget a woman in business, right, So it needed to be hard stuff. So they would hire me for sales and leadership and under the table without them knowing it was happening, I was teaching them how to make a bigger impact, how to make a bigger difference. And to be clear, you guys, we use impact so much. Let's just quickly define it. It's the measurable difference we make in people's lives as the direct result of con with you, your team, your products, and your services and your marketing. If you're using the word impact and you're not measuring it, then you can't really say it's impact.

45:10 I love that when you completely agree, Okay, well we've done it. We've managed even with all these technical difficulties, your patients, my persistence to be able to go through almost a whole hour here. You know, the shows listening by people around the world that either are trying to become better versus of themselves as individuals, as leaders, They're trying to learn something about creating a better culture, They're trying to improve the experience of work for themselves or their team. What would you like to leave them with? All right, so first understand this, Everything you do and everything you don't do has an impact on someone else. Pebble in the pond, You are the pebble in the pond of every life you touch. Never underestimate the power of your impact, and always remember, always remember what matters matters most.

46:00 Wendy, you're such a jump Okay, listeners and viewers, you are going to want to follow this woman's day in touch at this one woman learn more about her, so I highly highly recommend that you go check her out. You can find her on LinkedIn. You can also find information about her organization, Professional Impact, Inc. Or book What Matters Matters Most. A couple of websites that you could use to go to. One is called professional Impact dot com. You could also go to her book website, which is what Matters Matters Most dot Com. Either one of those will get you there. Highly recommend you check that out. Can they find you're out there as well? Wendy, Actually, we have its own little website. Yes, prove your impact dot com, whovirimpact dot com. Okay, greatness. Last week, if you missed the live show, you can always catch if you recorded podcast or if you get your podcast. We were on area with a beautiful African women women duel of Funki, Michaels and abs Ning. We talked about their book Modern Leadership, Inspired by Mother Nature. The book is one part a call for women meant to help and support and champion one another across life, and one part of delightful deep dive into how ten different animals can give us insight into being better leaders, starting with the humble bee, the and the owl, the octopus, just to name a few. It was a very first take on how we humans can be enlarged and more effective by immersing ourselves in the wisdom of nature. Next week, we'll be on the air with Forbes Council a fellow Forbes Council member Carlos Hoyas from Brazil, talking about the work he does around the world coaching executives and helping companies

47:33 build better teams. So then remember work as one of the best adventures and means of realizing our potential and making the impact we crave. That can give us the opportunity to do business in a way that betters the world. So let's work on Purpose. We hope you've enjoyed this week's program. Be sure to tune into Working on Purpose featuring your host, doctor Elise Cortes, each week on W four C. Why Together We'll create a world where business operates con tchentiously. Leadership inspires and passion performance and employees are fulfilled in work that provides the meaning and purpose they crave. See you there, Let's work on Purpose.