Central Illinois Business Leaders Podcast

Katelyn Klos joins the CIBL Podcast to talk about her business, The Strawberry Finch. Katelyn starts the podcast by sharing her story and how she started The Strawberry Finch. She explains that she started by selling clothing that she already had. After testing the waters and seeing some success, she launched her boutique. Much of Katelyn's growth has come from pop-up sales. Katelyn also shares how she built her online store and some of her other sales strategies. Make sure you check out her boutique during the holiday season to take advantage of her sales! The Strawberry Finch: https://strawberryfinchapparel.com/ 🔓Central Illinois Business Insurance: http://ciblinsurance.com/ 👕CIBL Merch Store: http://ciblmerch.com/ 🧢JEDCO Sales: https://www.jedcosales.com/ 📸Studio 21: https://www.melissamharden.com/ 🥃Zambu: https://www.zambuliquors.com/ 🎙CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast 👍CIBL Facebook: https://www.facebook.com/CIBLpodcast ♥CIBL Instagram: https://www.instagram.com/ciblpodcast/ 🎥CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv 💼CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ 😎Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ 🤠Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Harry Spaight joins the CIBL Podcast to talk about his business, Selling With Dignity. In this episode, Harry shares his unique journey into sales. Harry found that the usual "high-pressure" sales strategies did not sit will with him. He explains how he found a dignified approach to selling and shares how he teaches others to sell by putting an end to typically sleazy sales tactics. Harry teaches others his tactics through masterminds, sales coaching, bootcamps, and other speaking engagements. He also shares his sales techniques in his new book, Selling With Dignity. You can also learn about Harry's low-pressure sales tactics through his podcast, The Sales Made Easy Podcast. Selling With Dignity: https://sellingwithdignity.com/ Chat with Harry: https://harrychat.com/ Central Illinois Business Insurance: http://ciblinsurance.com/ CIBL Merch Store: http://ciblmerch.com/ JEDCO Sales: https://www.jedcosales.com/ Zambu: https://www.zambuliquors.com/ CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast CIBL Facebook: https://www.facebook.com/CIBLpodcast CIBL Instagram: https://www.instagram.com/ciblpodcast/ CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Josh Bernius of Bruder Tank joins us in this episode of the CIBL Podcast. Bruder Tank is headquartered in Sullivan, IL. In this episode, Josh talks about his entrepreneurial background and explains how Bruder Tank was created. He talks through their rapid expansion from 4 employees to 85 employees in a few short years. You'll also learn about the fabrication business that Josh and his brother started. We finish up the show discussing real estate and how Josh got his start in RE investing. 👷‍♂️Bruder Tank: https://www.brudertank.com/ 🔐Central Illinois Business Insurance: http://ciblinsurance.com/ 🧢CIBL Merch Store: http://ciblmerch.com/ 👕JEDCO Sales: https://www.jedcosales.com/ 🥃Zambu: https://www.zambuliquors.com/ 🎧CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast 👍CIBL Facebook: https://www.facebook.com/CIBLpodcast 📸CIBL Instagram: https://www.instagram.com/ciblpodcast/ 🎥CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv 💼CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ 😎Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ 🤠Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Nicholas Koch joins the CIBL Podcast to discuss TechGuard Security, a cybersecurity company serving businesses in Central IL.

In this episode, Nick talks about the issues that businesses are experiencing with cyber attacks. He also explains how TechGuard takes a proactive approach to cybersecurity. Employee awareness, vulnerability assessments, and cyber liability are all items that Nick discusses in this segment.

Nick's LinkedIn: https://www.linkedin.com/in/nicholas-koch-9944aa159/

TechGuard Security: https://www.techguard.com/

🏦Central Illinois Business Insurance: ⁠http://ciblinsurance.com/⁠ 👕CIBL Merch Store:  ⁠http://ciblmerch.com/⁠ 🖊JEDCO Sales: ⁠https://www.jedcosales.com/⁠ 🥃Zambu: ⁠https://www.zambuliquors.com/⁠ 🎤CIBL Podcast Website: ⁠https://podcasters.spotify.com/pod/show/ciblpodcast⁠ 👍CIBL Facebook: ⁠https://www.facebook.com/CIBLpodcast⁠ 📸CIBL Instagram: ⁠https://www.instagram.com/ciblpodcast/⁠ 🎥CIBL YouTube: ⁠https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv⁠ 👔CIBL LinkedIn: ⁠https://www.linkedin.com/company/central-illinois-business-leaders-podcast/⁠ 😏Garrett Ulmer’s LinkedIn: ⁠https://www.linkedin.com/in/garrett-ulmer-547b65175/⁠ 😁Derek Hayden’s LinkedIn: ⁠https://www.linkedin.com/in/derek-hayden-cic-ba0a6963⁠/

In this BIZ TIPS episode, Derek talks about a tool he uses called Fiverr.com. Fiverr is the world's largest marketplace for digital services where individuals or companies can go to find freelancers with a skill that suits their needs, and it is considered a "micro-task" site, where you can do relatively quick, small one-off tasks which they call "gigs." Listen in to learn how Fiverr can help you succeed in business today. 🏦Central Illinois Business Insurance: ⁠http://ciblinsurance.com/⁠ 👕CIBL Merch Store: ⁠http://ciblmerch.com/⁠ 🖊JEDCO Sales: ⁠https://www.jedcosales.com/⁠ 🥃Zambu: ⁠https://www.zambuliquors.com/⁠ 🎤CIBL Podcast Website: ⁠https://podcasters.spotify.com/pod/show/ciblpodcast⁠ 👍CIBL Facebook: ⁠https://www.facebook.com/CIBLpodcast⁠ 📸CIBL Instagram: ⁠https://www.instagram.com/ciblpodcast/⁠ 🎥CIBL YouTube: ⁠https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv⁠ 👔CIBL LinkedIn: ⁠https://www.linkedin.com/company/central-illinois-business-leaders-podcast/⁠ 😏Garrett Ulmer’s LinkedIn: ⁠https://www.linkedin.com/in/garrett-ulmer-547b65175/⁠ 😁Derek Hayden’s LinkedIn: ⁠https://www.linkedin.com/in/derek-hayden-cic-ba0a6963⁠

Trying to find inexpensive ways to attract and retain talented people? Hoping to avoid fraudulent work comp claims? Check out this CIBL BIZ TIPS segment with Michael Reich, a Regional Sales Manager for Mutual of Omaha. Michael explains why and how employers should use voluntary benefits to attract talented people to their organization. He also explains how these benefits can help you avoid unnecessary work comp claims. Central Illinois Business Insurance: http://ciblinsurance.com/ CIBL Merch Store: http://ciblmerch.com/ JEDCO Sales: https://www.jedcosales.com/ Zambu: https://www.zambuliquors.com/ CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast CIBL Facebook: https://www.facebook.com/CIBLpodcast CIBL Instagram: https://www.instagram.com/ciblpodcast/ CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Tune in as Aaliyah Kissick joins us on the CIBL Podcast. Aaliyah is the owner of AK Boutique, a Member of the Illinois Army National Guard, a Financial Literacy Advocate, and Miss Illinois United States 2023! Aaliyah is a super impressive young entrepreneur and an incredible representative of Central Illinois. You'll hear all about her business experience, as well as her journey to become Miss Illinois Unites States. We have a great convo about financial literacy and her push to grow awareness around the subject. Follow Aaliyah on Facebook: https://www.facebook.com/profile.php?id=100095359173857 Central Illinois Business Insurance: http://ciblinsurance.com/ CIBL Merch Store: http://ciblmerch.com/ JEDCO Sales: https://www.jedcosales.com/ Zambu: https://www.zambuliquors.com/ CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast CIBL Facebook: https://www.facebook.com/CIBLpodcast CIBL Instagram: https://www.instagram.com/ciblpodcast/ CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Check out this CIBL Throwback where Patrick Hoban joins the CIBL Podcast. Patrick shares his experience as the CEO of the Bloomington-Normal Economic Development Council. Hoban talks about personal branding, social media, and LinkedIn hacks in this episode. You'll also hear about his unique journey from being a bartender to becoming a CEO. Patrick is a stud business leader and if you don't learn something from this podcast, it's your own fault! Central Illinois Business Insurance: http://ciblinsurance.com/ CIBL Merch Store: http://ciblmerch.com/ JEDCO Sales: https://www.jedcosales.com/ Zambu: https://www.zambuliquors.com/ CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast CIBL Facebook: https://www.facebook.com/CIBLpodcast CIBL Instagram: https://www.instagram.com/ciblpodcast/ CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Sit down with Garrett and Derek during this recording of their WTIM Morning Show segment. In their radio spot, D&G discuss why insurance consumers should expect to see an increase in costs and how you can combat those increases. Central Illinois Business Insurance: http://ciblinsurance.com/ CIBL Merch Store: http://ciblmerch.com/ JEDCO Sales: https://www.jedcosales.com/ Zambu: https://www.zambuliquors.com/ CIBL Podcast Website: https://podcasters.spotify.com/pod/show/ciblpodcast CIBL Facebook: https://www.facebook.com/CIBLpodcast CIBL Instagram: https://www.instagram.com/ciblpodcast/ CIBL YouTube: https://youtube.com/playlist?list=PLk6uelLHR3qgCsZQ25PeJbnYNYs-hb1nv CIBL LinkedIn: https://www.linkedin.com/company/central-illinois-business-leaders-podcast/ Garrett Ulmer’s LinkedIn: https://www.linkedin.com/in/garrett-ulmer-547b65175/ Derek Hayden’s LinkedIn: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Check out this throwback to one of our most popular episodes from 2022.

The Founder and Owner of Billy Bob Products, Jonah White, joins the CIBL Podcast to share his incredible story. This one is a must-listen! Here's a quick summary of Jonah's resume: ✔Grew up in a log cabin with no running water ✔Led the nation in rushing his Senior year of HS football ✔Leading rusher and Player of the Year at Missouri State University ✔Lived in a cave ✔Founded Billy Bob Teeth with Rich Bailey investing his entire net worth of $400 ✔Starred in Discovery Channel's "Billy Bob's Gags to Riches" ✔Expanded his product line and founded William Robert Teeth Co. ✔Gifted a pig to Miley Cyrus You're not going to hear a more unique story than Jonah's. Tune in to hear about his products and listen to his unique business experiences.

Are employee benefits a pain point in your business?

Check out this radio interview from 2021 where Garrett & Derek share information about employee health insurance on the WTIM Morning Show. This may give you some ideas on how to control your cost and increase your employee retention and attraction.

Learn more at CIBLinsurance.com

Join us as Michael Thomas shares his story on the CIBL Podcast. Mike is the Business Relationship Manager at Express Employment Professionals in Springfield, IL. Mike starts off the podcast by explaining his incredibly unique personal story. He had to overcome a lot of personal adversity to become the professional he is today. Mike details his personal struggles and triumphs and highlights the people and organizations that helped him along the way. We also hear about the many community and volunteer projects that Mike is involved in. Springfield is lucky to have such a motivated community leader making a difference for all those involved. You won't want to miss this motivating and inspiring story with Mike Thomas! Mike's LinkedIn: https://www.linkedin.com/in/salesmichaelthomas/ Express Springfield: https://www.expresspros.com/SpringfieldIL/

Do you beat yourself up mentally, or are you powered by positivity? This week's CIBL BIZ TIPS segment comes from a LIVE speech that Derek gave to the SHS Class of 2021. In this discussion, Derek tells a story of how the power of positive thinking helped a high school student exceed expectations and become successful. This is a very cool segment that will leave you with a positive mindset.

Gabi Thompson joins the CIBL Podcast to tell us about her business, Bloom Hospitality & Catering in Springfield, IL.

Gabi starts the show by telling us how she grew up in the restaurant business at her parent's restaurant, Scampy's. She loved being at the restaurant and helping her parents when she was younger. Her father passed away when Gabi was young and the family decided to get out of the business, but Gabi stayed around the hospitality industry for most of her life.

Gabi decided to carry on her father's legacy and recently launched Bloom Hospitality & Catering. Bloom is a high-quality yet affordable catering service offering impeccable customer service and delicious food to events across Central Illinois. Gabi and her team offer a flexible menu and will "cater" to any occasion and appetite.

Bloom Hospitality & Catering: https://bloomcaters.com/

Bloom Facebook: https://www.facebook.com/BloomCaters

Ever wondered how your insurance company comes up with your business insurance premiums?

In this BIZ TIPS episode, Derek explains how your business insurance premiums are calculated. He explains different rating factors for general liability, property, work comp, and auto insurance. Check out this episode to get an inside look at how your policy premiums are generated.

Learn more at CIBLinsurance.com

In this episode of the CIBL Podcast we welcome special guest, Shawn Shewchuk. In this captivating podcast, Shawn Shewchuk takes you on an inspiring journey of personal development and unleashing your true potential. With his charismatic personality and wealth of knowledge, Shawn shares the secrets to achieving greatness in all aspects of life. Shawn is the Number 1 Results Coach, 2x Bestselling Author, Publisher at Results Press, 1 of the Top 25 Speakers of 2022, a movie star and is known for his exceptional ability to empower individuals to break through their limitations and create extraordinary lives. Through thought-provoking conversations, Shawn delves into the realms of mindset, success principles, and self-discovery, providing practical tools and strategies to help listeners overcome challenges and reach new heights. This episode is packed with engaging stories, actionable insights, and powerful techniques to transform your mindset and achieve your goals. Shawn's expertise spans various areas, including leadership, entrepreneurship, relationships, and personal growth. Whether you're seeking to boost your career, enhance your relationships, or find fulfillment in life, this podcast offers invaluable guidance and inspiration. Join Shawn on this episode of the CIBL Podcast and unlock the hidden potential within you. Get ready to embark on a transformative journey and embrace the greatness that awaits. It's time to unleash your true potential and create a life beyond your wildest dreams! Learn more about Shawn here: https://changeyourresults.com/

Erin Barnard joins the CIBL Podcast to tell us about her business, Photography by Erin B. In this episode we learn how Erin got started with photography. She explains her journey through school and how she had a passion for art and creativity. She also mentions that she recently won a Women of Distinction award through YWCA! We also learn about Erin's new ICAN initiative. ICAN stand for Independence, Community, Ambition, and Networking. Erin created this program to support other entrepreneurs on their journey to business success. She takes $50 from each photo session and awards a small business with the funds to help them grow their business. She recently announced the first recipient of the ICAN initiative, EtchaSteph Designs. Erin also talks about her experience as a movie start! She was involved as a featured extra in the production of Fred Claus with Vince Vaugh. Check out this cool story of a Central IL business owner who is supporting other businesses! Learn more about Photography By Erin B. here: https://photographybyerinb.com/

Mike Thomas joins the CIBL Podcast to talk about a leadership event that area business leaders CAN'T MISS. The Central Illinois Customer Service Association and Springfield Clinic have partnered together to host an event on Wednesday, June 7 in Springfield at the President Abraham Lincoln Hotel. Austin Hatch is the keynote speaker for the event. Austin is a two-time plane crash survivor, former college athlete and inspirational speaker. The lessons that Austin Hatch learned on his journey from a coma to a wheelchair, to playing basketball for Michigan can apply to overcoming any form of adversity. His talks leave audiences inspired to overcome challenges and achieve their goals. We each face challenges every day; Austin believes part of his purpose in life is to inspire others to find ways to thrive in the midst of them. You can register for the event here: https://myemail.constantcontact.com/Grit-and-Thriving---Austin-Hatch-Educational-Event.html?soid=1132383124178&aid=aWp5EFDiwbQ

Faith Valenti joins the CIBL Podcast to share the story of Smart Owl Coffee. Smart Owl is a Springfield-based company that offers supplement-infused, ethically sourced organic coffee blends.

Faith starts the podcast by explaining how Smart Owl Coffee got their start. The Valenti brothers, Justin and Sean, put their medical minds together and started discussing the idea in 2010. After researching and identifying natural and effective ways to enhance coffee to maximize the benefits and minimize the undesirable effects, Smart Owl Coffee was officially launched in 2020.

Smart Owl Coffee offers several different doctor-developed blends that their customers can choose from. Each blend is specifically designed with supplements that are peer-reviewed and backed by science so they can generate desirable tastes and benefits for coffee drinkers. These blends include their Immune Blend, ReCharge Blend, Cognition Blend, Digest Blend, Balance Blend, and several others. The company now sells their coffee blends across the nation.

In this conversation, Faith talks about how she and the team had to learn how to market and sell their products. You'll get to hear what tools and resources they use to run their website and create marketing campaigns. Faith shares how they had to find a trustworthy partner to manufacture and blend their coffee. She also talks about the learning process involved in distributing their coffee and partnering with locations to sell their products.

Faith shares a ton of info in the podcast that other business owners can use in their operation. She also has some pretty tasty coffee that you should try!

You can learn more and order Smart Owl Coffee here: https://smartowlcoffee.com/

***FYI- our office shared a sample pack of Smart Owl Coffee. We all gave it 5 stars!

Listen in to learn how you can win free tickets AND throw out the ceremonial first pitch at a Springfield Lucky Horseshoes baseball game!

Message us here: https://www.linkedin.com/in/derek-hayden-cic-ba0a6963/

Is your content missing the mark? You may be focusing on YOU instead of YOUR CUSTOMER...

In this BIZ TIPS segment, Josh Hester explains how to make your prospect or client the hero of your story. He'll show you how to stop making videos about you and instead make videos that speak directly to your clients.

Learn more about Josh and The Storyteller Studios here: https://thestorytellerstudios.com/

Marci Goodwin and Katie Kelly join the CIBL Podcast to discuss their business building platform, SmartStart. Marci and Katie talk about how and why they created the SmartStart platform. Many business owner have great ideas, but they don't know how to build and grow their business. This is where SmartStart comes into play. SmartStart gives businesses a proven step-by-step business building roadmap that helps owners develop their operation. SmartStart also helps connect business owners with local industry experts to give them the network needed to conduct a strong, profitable business. In this episode we discuss some of the steps in the SmartStart process and give some examples of how it works. This is a super cool opportunity to learn how small businesses can tap into a proven resource like SmartStart!! Learn More About SmartStart Here: https://www.welcome.smartstartdashboard.com/

Check out this value bomb with Kelly Gust, the President and Chief Encourager at HR Full Circle. Kelly had a unique opportunity to work at Hot Topic and learned some interesting HR culture techniques during her time there. Take a listen to learn more...

Are you creating duds for your marketing videos? Maybe your messaging isn't compelling enough... In this CIBL BIZ TIPS episode, Josh Hester explains how to create eye-catching messaging in your marketing videos. Using Josh's tips will help you build brand awareness and attention within your target market. You can learn more about Josh and The Storyteller Studios here: https://thestorytellerstudios.com/

Monica Bullington joins the CIBL Podcast to share her story. Monica is the team leader of The Monica Bullington Team at Re/Max Rising in Bloomington, IL. She is also the Owner and Founder of The Resilient Real Estate Agent training program.

In this interview, Monica talk about how she got started in the real estate business. She tells us about her incredible team, how she uses video and marketing to gain business, and explains the awards she has earned in the real estate industry. Monica explains that she specializes in residential real estate and loves working in the Bloomington-Normal area.

Monica also explains her personal journey and how she found her niche as a speaker and trainer for other agents. Through her personal struggles and triumphs, she created a unique keynote speaking career and training platform for real estate agents called The Resilient Real Estate Agent. Through this training she helps agents build a lucrative real estate career one step at a time.

You can learn more about Monica and her businesses here: https://www.monicabullington.com/

Check out this CIBL Value Bomb with Karen Shorey, Coach and Owner of Impact Leadership Group. Karen explains that we can't actually "manage" time, but we can prioritize our time to make the best of every minute we have.

Do you want to be more effective with video marketing but don't know where to start?

Check out this BIZ TIPS episode with Josh Hester, the owner of The Storyteller Studios in Springfield, IL. In this episode Josh explains the three ingredients for an effective marketing video.

This episode will help you take your video marketing game to the next level. Don't get left behind by your competition, check out this episode now!

The Storyteller Studios: https://thestorytellerstudios.com/

In today's CIBL Podcast episode, we are thrilled to have Kelly Gust, a dynamic and accomplished HR professional, as our guest.

Kelly Gust is a true trailblazer in the field of human resources, with a wealth of knowledge and experience. As the President and Chief Encourager at HR Full Circle, Kelly has built a thriving consultancy business that helps organizations transform their HR practices and elevate their workforce to new heights.

Throughout this episode, we have the privilege of delving into Kelly's remarkable journey. We'll uncover her passion for leadership and gain insights into the pivotal moments that have shaped her career. Kelly will share her expertise on a wide range of HR topics, including culture building, employee engagement, performance management, and leadership development.

Join us as we explore Kelly's innovative strategies, learn from her experiences, and discover practical tips and tricks that you can implement in your own HR endeavors. This is an episode you won't want to miss if you're looking to enhance your understanding of HR and drive positive cultural change within your organization.

Tune in now to gain valuable insights from the brilliant mind of Kelly Gust and her business, HR Full Circle!

https://hrfullcircle.com/

In this CIBL Value Bomb, Jamie Toole talks about how the Lucky Horseshoes allow their employees to come up with their own titles. The only rule they have is DON'T BE BORING!

Are you different, or are you mundane?

"Playing it safe. Following the rules. They seem like the best ways to avoid failure. Alas, that pattern is awfully dangerous. The current marketing “rules” will ultimately lead to failure. In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible."

-Seth Godin, Purple Cow