[Podcast] Earbud_U, Season Three, Episode #10 – Cinnie Noble

[Podcast] Earbud_U, Season Three, Episode #10 – Cinnie Noble, Mediator, Conflict Coach, Social Worker, Entrepreneur, Lawyer, and Pioneering Conflict Coach

[Podcast] Earbud_U, Season Three, Episode #10 – Cinnie Noble


Brand building is not easy, particularly in a world where peace building and brand building are not often associated with each other. But our guest today has figured out a way around that problem, by slowly and surely doing the things that matter.

I’ve been reading a lot of books about advertising, writing copy, and philosophies on how to embed a marketing message deep inside a consumer’s mind. But for the professional peace builder, brand building, advertising, and on and on seem overwhelming at best.

I even talked to a person last week who’s a corporate trainer in a different space, who when I mentioned my passion for marketing, she threw up her hands in disgust.

But one of the ways to overwhelm the advertising heebie-jeebies, is to build your peace business in the way that Cinnie did: with aplomb, intentionality, and care. She has been able to build a brand that has influenced many people: leaders, managers and clients.

But she has also managed to be industry facing and has challenged people in her industry to evolve tools and products that have helped mediators expand beyond just mediation and toward developing products that can serve as early stage interventions, instead of struggling to manage late stage interventions.

Co-creating a relationship around things that matter is part and parcel of the language of coaching. So is the CINERGY® Model that Cinnie came up with.

But for our field, co-creating a relationship with the incremental brand building practices that Cinnie has pioneered is about the future of the field.

And Cinnie, Tammy Lenski, and Pattie Porter, and Anne Sawyer, and many others are doing that co-creating right now…

Check out all the ways below to connect with Cinnie today:

Cinnie’s Websites:

Cinnie’s Twitter: https://twitter.com/cinergycoaching

Cinnie’s Facebook: https://www.facebook.com/cinnie.noble

Cinnie on LinkedIn: https://ca.linkedin.com/in/cinnienoble

Cinnie’s Books on Amazon:

[Opinion] Google for Podcasting

The rumblings have started through the podcast world, and the big players haven’t said (or written) anything about anything yet, but I’m sure there’s been all kinds of back end, off line chatter for months now. And, two days ago, Google announced that content creators of podcasts can get their shows listed in the Google Play Store.

There are several significant issues with podcasting, which have been addressed by writers here, here and here. The Google announcement (you can check out the link to the announcement page here and the interview they did with Libsyn (a podcast distribution company) here) while great in the light of Google discontinuing Google Listen in 2012, doesn’t answer how this new venture is going to significantly impact podcast content creators positively in two areas where they struggle:

Getting accurate audience analytics


Developing a strong marketing and branding process.

Let’s all be clear for those of you who consume, but don’t create, audio content:

Itunes and Apple doesn’t care about audio content (i.e. podcasters don’t get accurate download information and analytics on listeners (i.e. who’s listening when and through what device)) because Itunes and Apple don’t make any money off of downloads of podcasts.

Yet, Itunes is where most podcasts (even The Earbud_U Podcast) are located. Apple has ruled the roost for 10 years during this era of podcast creators struggling with inaccurate distribution metrics and having podcasters beg listeners to give review of podcasts in Itunes to demonstrate they are listening. And all this was happening while Google was busy developing life sciences projects and tanking Google+. This phenomenon of inaccurate analytic data also haunts how podcasters monetize what is still an expensive process for many content creators to start, while showing little traction (even less than starting a blog in some cases) early on in the production process. This combination of inaccurate analytics, the struggle to get traction and the lack of support from the larget distribution platform on the planet, leads many podcasts to be abandoned by frustrated creators.

Thus, the question: Is having a podcast in the Google Play Store going to improve the tracking and analysis of downloads and listeners for the benefit of podcast creators, in a way that Apple has caved on providing or developing?

In other words, by submitting to Google Play Store and Google Play Music, are podcast producers going to have access to the entire suite of Google products to track and monetize their downloads, i.e. have access to Analytics, Search, Google Ads (which Google promises not to put on top of creator owned content, or insert into content mid-show) and even Google My Business?

This leads to the second concern that wasn’t addressed in the interview that Google did with Libsyn: Branding for podcasting is all about getting the right audio content, at the right moment in front of the right listeners. This leads directly into the vagaries and complications of getting discovered through Google search, which to Apple’s credit, they have largely left up to the content creator to manage and struggle with. Most branding and marketing for podcast content is a shot in the dark, leaving many podcasters thinking that the best way to market is as an “always on, always downloadable” piece of content; and then, to go off and make content in other areas, bringing those audiences over to the podcast from platforms that have nothing to do with podcasting. A lot of these decisions are based on how Google manipulates its search algorithm in relation to podcast content in particular and audio content in general. There’s no “You Tube” for audio content.

The question then is: If a large podcast creator whose content already generates 10 million downloads a month (i.e. Serial, This American Life, The Adam Carolla Podcast, The Jay Mohr Podcast, The Marc Maron Podcast and on and on) is going to be ranked at the top of a Google search in Google Play Music (where they dominate without being listed in Google Play Music currently) how does that impact who gets listed highly in the Google Play Music library for listeners?

And then, what is going to happen to the searchability of the content of the mid-range folks (people like Arel Moody and The Art of the Charm Podcast–among others) who already are struggling to market themselves and rank as highly as the big players?

And then, where do smaller podcasters (like The Earbud_U Podcast, The Launch to Greatness podcast, Grammar Girls, and others) whose content doesn’t rank highly in their own niches (or who are having to partner with other podcasters to form networks (like The Rainmaker Platform, Relay.FM and others), because audio content consumption hasn’t happened yet at mass in their niches?

Google moving into the space of promoting podcasts in their store is interesting to me as a podcast creator, in the same way that IHeart Radio partnering with podcasters and Spotify also partnering is interesting to me. None of these moves take away the core responsibilities of the content creators, which is to create an engaging, interesting and motivating platform and then to create audio content on top of it.

In the future, as more and more marketers, organizations and brands discover the power of the spoken word, I predict a time when all of the branded, walled garden, distribution players (don’t be surprised if in three years Facebook announces it will launch a search service for podcasts) will seek to bend the arc of engaging content creation (and content creators) in their direction. This might be good for the field of podcasting (which is still niche at around 200,000 podcasts compared to 1.5 million blogs) but the audiences are growing, slowly, niche by niche.

And don’t worry. I already got Earbud_U approved to be in the Google Play Store, and I’ll let you know when it goes live.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Advice] Your Organization is not What it Seems

The main conflict situations in many organizations revolve around multiple, differing narratives about the value of work, the importance of compensation, the legitimacy of management and the possibility of leadership. But, outside of the organizations, many of the root causes of these conflicts used to never be seen by external candidates.


Many things get mixed in that brew of narratives, which leads to many organizations evolving to the point of the highest level of competency for individual performers, and then evolving no higher. But the strange thing is that, even in organizations where the narrative is broken, there is still hiring going on of external candidates for internal positions. This is because, the narrative that an external candidate tells themselves about the advertised role for which they are applying, doesn’t always match up with the internal organizational reality. But it takes a while for that mismatch to be discovered.

And this space—the space between getting hired and finding the mismatch—could take months, years or even decades to cross. Meanwhile, the organization benefits from the employees’ labor, time, talent and expertise, in exchange for a paycheck and providing a brief sense of security.

However, with more access to more information by more people about what is actually going on inside of an organization –it’s internal politics, it’s lack of leadership opportunities, it’s conflicting messages and methods of accomplishing goals and tasks—the chances of a candidate staying, or even initially applying for a position, grow narrower and narrower.

And this is the bind that many organizations find themselves in today. Even with economic uncertainty, political strife, cultural changes, and everything else, many individuals are finally waking up to the idea that they have options, they have choices, and they don’t have to settle for what’s available. Organizations have to realize that the quarterly numbers to the shareholders and great media coverage won’t continue to translate to hiring new productive employees and lowered internal conflict.

Particularly if the numbers continue to mismatch to lived reality, leaking out through media channels, in-person conversations, and passed on observations.

Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

Social Youtility

So, here’s a story that will seem wild, but in the context of a shared, collaborative economic system, it’s really not.

We here at HSCT are staying on the cutting edge of the marketing evolution taking place right now in the world, and a huge part of that is hanging out, listening to podcasts, attending online webinars, and reading a lot of blogs.

A LOT of blogs.

And we could always, read, write and research more than what we do, but occasionally an opportunity comes along that allows for all of our talents and skills to coalesce.

That happened this last Wednesday at around 1pm EST. We were invited (via email) to attend a webinar hosted by Ion Interactive, where guest Jay Baer was talking about his latest concept, YOUtility.

Now, YOUtility is not new. As a matter of fact, it is the basis of everything that we do here at HSCT, and one of the key concepts behind YOUtility is the idea that brands should create content  (video, blogs, podcasts, advertorials, advertisements, shows, etc.) that is so good that people can’t ignore, won’t want to and will want to pay to see more of it.

See why this appeals to us? It’s the Steve Martin concept writ large.

Anyway, we were on this webinar and were encouraged to live tweet questions into the host with the #IonWebinar. We did this almost incessantly for the entire hour as Jay was presenting the high points of YOUtility.

In the question and answer segment, we even got one of our questions answered almost directly. Something about getting the C-Suite on board.

As a result of about  45 minutes worth of work, we and five other live Tweeters were rewarded with a hardcover copy of Jay’s book, which you can find by clicking here.

Who says that social doesn’t work?

-Peace Be With You All-

Jesan Sorrells, MA

Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/
HSCT’s website: http://www.hsconsultingandtraining.com