Building Your Business on Meaning and Purpose - 3 Steps to Building an Authentic Community.

@MACKFOGELSON
http://www.saatchiart.com/art/Painting-How-to-Bake-A-Cake/208506/212097/view
Building your
Business
on Meaning and Purpose
3 Steps to Growing an Authentic Community
Traveling Vineyard Harvest 2014

@MACKFOGELSON
Life looked a whole lot different before I had two of these.
These are my kids: Ryan and Easton.

Ryan
Sabrina
6
@MACKFOGELSON
Ryan is 6. She’s about to start ﬁrst grade. She can swim in the deep end and read
chapter books. She’s a little CEO in the making.

Easton
James
3.95
@MACKFOGELSON
And this is Eason. He’s almost 4. As of this spring, he can ride a big boy bike without
training wheels. Just this week he’s decided that Spider Man is in fact an actual
profession and that’s what he’s gonna be when he grows up.

@MACKFOGELSON
http://www.publicdomainpictures.net/view-image.php?large=1&image=21750
My husband Jon and I were married 8 years before we decided to have kids. So,
before Ryan and Easton. There was bliss and freedom. No kids. It was paradise.

@MACKFOGELSON
There were no Cheerios to vacuum out of my car. (I don’t care who you are. If you’re
a mom, you have Cheerios in your car).

@MACKFOGELSON
There was no pressure getting dinner on the table because Easton’s hungry and
cranky and a severe meltdown is brewing.

@MACKFOGELSON
No sleepless nights because Ryan’s in the bathroom puking every 45 minutes. No
cleaning poop stains out of underwear because their arms aren’t long enough to
wipe properly. No packing lunches at the end of a 14 hour day where I just want to
sit on the couch and have a glass of wine.

@MACKFOGELSON
There was no having to ask 300 times if Easton would please just put his pants on so
that I could possibly make it to work before this time tomorrow.

@MACKFOGELSON
But over the last 6 years, and in the midst of going through all of these glamorous
and wonderful things that they never tell you about before you actually become a
parent, something happened. I just started to feel like life was accelerating at an
incredible pace and I wanted to make the most of it.

@MACKFOGELSON
And so, two and a half years ago, we made a change. Instead of building websites, we
wanted to help businesses put meaning ahead of money. We wanted to help these
companies focus ﬁrst on their higher purpose. What they really stood for at their
very core of their company- beyond sales and revenue.

Companies
need to
possess these
3 things.
@MACKFOGELSON
That meant that these companies would have to be willing to use marketing very
differently. Not just as a tactic or a hack, but as a lifestyle. And that takes a very
special company. So we identiﬁed 3 characteristics that we knew they needed to
possess in order for this approach to work.

@MACKFOGELSON
1The aspiration required to
build a better business.
Desire
These companies must have the desire to build a better business. It isn’t always
about the money. It’s about making someone’s life better. The lives of your
employees as much as it is about your customers.

@MACKFOGELSON
2The compassion necessary to
put others ﬁrst.
Heart
These companies had to have heart. This approach isn’t about self-promotion and
hard core selling. Certainly this approach would help them make money. It’s just that
these companies would want to create something that people really wanted to be a
part of (and tell their friends about). They were willing to put others ﬁrst.

@MACKFOGELSON
3The driving force essential to
enduring the tough stuff.
Passion
And lastly, and most importantly, these companies had to have passion and also be
willing to do the work. This approach is not easy. This building a better business stuff
takes a lot of time and hard work. They needed to have the passion so that they
would drive forward when the work was hard and they wanted to quit.

We were
meaning & purpose.
@MACKFOGELSON
seeking
We realized that if we found companies like this, who had Desire, and Heart, and
Passion, it meant that our team would have purpose in their work beyond money.

@MACKFOGELSON
And it also meant that we got to spend our days with passionate people and
companies who we really cared about. And when you work with companies and
people like that, success is inevitable.

We want
better businesses.
@MACKFOGELSON
to build
And so that was it. That was what we wanted to do. We knew we wanted to help
companies build better businesses.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
And so we developed a process that would help companies build their brands and
the communities in a very meaningful way. It didn’t put the focus on the tools like
social media, or content, or email marketing, etc. (even though we do in fact use
those tools). It put the focus on accomplishing goals for their WHOLE business.

@MACKFOGELSON
Marketing shouldn’t  
be about tactics.
Marketing should be about  
building a better business  
from the inside out.
When you start from goals, marketing isn't about tactics. It becomes integrated
strategy that helps you build a better business from the inside out.

Put the
on the people.
@MACKFOGELSON
focus
And in order to do that, you have to put the focus on your customers (That’s you.
That’s everyone who works at Traveling Vineyard. That’s your guests, that’s the
friends of your guests). You have to care about them. You have to listen to them.

Put the
on the passion.
@MACKFOGELSON
focus
You need to ignite a passion that people are attracted to and really want to be a part
of.

@MACKFOGELSON
Communities are not  
built by businesses.
Communities are built by people.
Communities are built from a passion that people feel about something. You’re part
of this community because you’ve found other people who share the same passion.
The passion to contribute to your own well-being and happiness and of your family.
And be around other people who also care about those same things.

@MACKFOGELSON
Traveling Vineyard isn’t
about selling wine.
This company is about changing
lives.
Although there is a passion for wine inside of this community, the passion that has
been ignited with Traveling Vineyard is not about wine, it’s about changing people’s
lives. The lives of women (and men) that you’ve been hearing over the last few days.

@MACKFOGELSON
what are we
working on with
Traveling Vineyard?
So I want to switch gears for a little bit and talk about what Mack Web is helping
Traveling Vineyard to do.

@MACKFOGELSON
So the ﬁrst time I met Rick and Huib, I knew they had Desire, Heart, and Passion. I
remember sitting in the Traveling Vineyard ofﬁce with them as Rick told me story
after story, and showed me pictures, of just a few of the more than 1,400 (mostly)
women who were all part of this wine selling thing.

@MACKFOGELSON
And as I listened to these stories, It was clear that Traveling Vineyard was about a
whole lot more than selling wine. It was about these incredible people who had
found meaning and purpose in their lives by starting businesses of their own
through the Traveling Vineyard.

@MACKFOGELSON
Are you sure
she works for
Traveling
Vineyard?
So when I went to their website and I saw this:

@MACKFOGELSON
What about  
these guys?
And this….

@MACKFOGELSON
Who the heck  
is this?
And of course, this, I thought, who the heck are these people? These are not the
people from Rick and Huib’s stories. From what I was seeing on the outside, there
was no way to experience the difference that Traveling Vineyard was making in all of
these people’s lives.

@MACKFOGELSON
And so the transformation began to bring Traveling Vineyard’s insides to the
outside. As I explained to Rick and Huib when we ﬁrst met, our work with the
Traveling Vineyard isn’t really about marketing. It’s about telling their story. Your
stories. And fostering this incredible community of people that already exists.

@MACKFOGELSON
So that instead of seeing this….

We see
behind the passion.
@MACKFOGELSON
the people
We see the real people who are behind all of this passion that’s at the root of this
company. If we can communicate that passion, we will ignite that same passion in
other people and attract them to this community and build Traveling Vineyard’s
business.

@MACKFOGELSON
So instead of that stock footage, we see Kirby. We hear her story about the
difference that Traveling Vineyard has made in her life. How her life has changed.

@MACKFOGELSON
We see Kristy and we hear her story (which is different than Kirby’s). These stories
build a connection with other people who also share that passion and want to be
part of this community.

@MACKFOGELSON
So over the next several months, and over the next several years, we’ll be working on
a whole lot more than that. We’re going to be building some content on the blog and
on the website and doing all kinds of things ofﬂine to provide you with the resources
you need that will help you build your businesses. So that we can show what success
looks like in real life.

We’re
on goals.
@MACKFOGELSON
focusing
And so we’re focusing on two very important goals for our work with Traveling
Vineyard.

Increase
leads.
@MACKFOGELSON
quality
1) We’re working to attract more quality leads. More people like all of you who have
that passion and want to have meaning and purpose in their lives as well.

Move
forward.
@MACKFOGELSON
leadership
2) We’re also working on moving Traveling Vineyard’s industry leadership forward.
What that means is really being the example. They’re a company with Desire, Heart,
and Passion and they will show other companies what it means to build a better
business.

This is a
commitment.
@MACKFOGELSON
long-term
And this stuff doesn’t happen over night. This is more than a new logo and beautiful
website. It’s more than telling these stories. There’s a lot of work to be done to bring
the inside to the outside. So just like I tell Rick and Huib, this a minimum 2-3 year
process to START this transformation both on and ofﬂine.

@MACKFOGELSON
Communities are built
from the inside out.
This is a lifestyle, not a tactic.
Traveling Vineyard already has what it takes to be a great company, but for a long,
long time, their outsides have not matched their insides. So we’re helping Traveling
Vineyard improve what is already there. We’re guiding Rick, Huib, and the Traveling
Vineyard team as they build a community of life-long customers and a brand that
you can all be proud to be a part of and build a business with.

Our
begins today.
@MACKFOGELSON
journey
This is going to be a long, hard-working, and extremely rewarding journey. It’s a new
approach that’s truly about building a better business and better lives for everyone
who is part of this organization and community. We are all a team and we need to
work together to make it great. And it starts here, today.

@MACKFOGELSON
how can you
build your business
and your community?
So that all sounds pretty great. Hopefully this makes you really excited about what
we’re working on with Traveling Vineyard because the more their brand grows, the
better it is for your business. But let’s talk more about you. How you can use these
same things to grow your business and your community.

Build your
community
by doing
3 things.
@MACKFOGELSON
There are 3 really important things to do when you’re working on building your
community.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Set Goals
1
Be Human
2
Listen
3
There are lots of things I could teach you today about building community and your
business, but here are three really important ones: Set goals, be human, and listen.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Set Goals
1
Be Human
2
Listen
3
We’ll start with setting goals.

@MACKFOGELSON
1Be intentional about what
you want to accomplish.
Set goals
Funny thing about goals is that when you dream them up and write them down, you
actually get them accomplished. When you’re working on growing your business and
building a community, you’ve got to start from goals.

@MACKFOGELSON
Set Goals
What do you want to
accomplish in 3-5 years, 
1 year, this week, today?
And when you’re setting goals, you want to think both long term and short term.
What do you want to accomplish: In 3-5 years? In 1 year? This week? Today?

@MACKFOGELSON
What do you want for your
business, your family, yourself?
Don’t just think about goals your business. Break it down to what you want for
your family. What do you want for yourself? Maybe you want to hit a ﬁnancial
goal. Maybe you want to become a better leader. Maybe you want to spend more
time with your family.

@MACKFOGELSON
When I’m setting goals for the business, I involve the team. Every quarter we
gather at my house to identify goals for the company and what we really want to
achieve. It keeps us focused on what we want to accomplish long term, but we
also break it down into actionable steps that we can take so that we’re actually
working toward those goals we’ve set.

@MACKFOGELSON
For my family, one my my goals is to spend more quality time with Jon, my
husband. It seems silly that I would set this as a goal, but because the business will
always require so much work, I really have to make an effort to carve out this time
for us.

@MACKFOGELSON
And I also want to have the means to take my family on more vacations. Also
working on that goal of spending more quality time with my husband and also my
kids.

@MACKFOGELSON
I do have a shoe problem. And in addition to going on vacations and enjoying my
family, I’d also like to enjoy some more shoes. May be silly, but it’s a personal goal
for me to have the means to have some fun and support my shoe habit.

@MACKFOGELSON
Most importantly my goal for me long-term is balance. And taking care of myself.
Working out. Eating great. Not letting work take over every inch of my life (even
though I love it). I really want to focus on taking care of me. Set a good example for
my team and may family. And that’s certainly a goal I’ll continue to work on long
term.

@MACKFOGELSON
Where would you like to be  
in just 1 year?
Sometimes setting visionary goals for that 3-5 year period is too far away. So in
addition to that visionary goal, think about the shorter term. Where would you
like to be in just 12 months? At the end of this year, what do you want to have
accomplished? Once you’ve identiﬁed that, you can even break this down into 9
months, 6 months, 3 months even so that you have a bit of a road map.

@MACKFOGELSON
What will you do this week
that will get you closer?
So that when you get ready to face the week, you know what you’re working
toward based on these longer term goals you’ve set. What is it that you are going
to accomplish that helps get you one step closer to that 1 year goal? Your 3-5 year
goal? It helps to bring the vision down to reality.

@MACKFOGELSON
What will you do today that
will make a difference?
How about today? Be intentional about your time. When you’re on Facebook,
have a mission or you’ll be on there all day. Time yourself. Spend your time
engaging and building relationships and then move on to the other important
things that you have to accomplish in your day so that you’re working toward
those goals you’ve set.

@MACKFOGELSON
I have made a promise to myself to be very speciﬁc about the time I spend during
my day. There’s always so many meetings. so I block out time to get work done so I
don’t have to work at night and I can work toward accomplishing my goals.

@MACKFOGELSON
Set Goals
What’s the first step?  
Break it down. Start
somewhere. Start small.
!
So when I’m setting goals, I like to break them down so that I actually know how I’m
going to accomplish them. And sometimes, all that takes is determining that very
first step. Break it down into that first phone call or even just searching something
on Google.

@MACKFOGELSON
Set Goals
Who can you ask for help?  
There’s always someone who is
willing to open a door.
Probably the most important thing about setting and accomplishing goals is thinking
about who can help you. Think through your network of friends and supporters. Do
you know someone who may know someone who can help?

@MACKFOGELSON
Don’t be afraid to ask.
Even if it seems like a long shot.
“
“- Sheryl Sandberg, COO Facebook
Don’t go it alone and don’t be afraid to ask for help. When I started Mack Web, I
knew nothing about business. In fact, I have two English degrees. I’ve learned
everything about growing this team by reading blog posts, books, going to
conferences, and asking friends for help.

@MACKFOGELSON
Set your goals and identify
what success means to you.
Make sure that when you’re setting goals you’re also identifying what success looks
like. What package does your success come in? Sometimes your reward is contrast.
Clarity that something isn't right for you. Is it more time with your kids? Breaking a
ﬁnancial ceiling you never thought you'd hit?Just remember that success comes in
different packages. Keep your expectations in check.

Always
to your goals.
@MACKFOGELSON
go back
Always stay rooted in goals. When you’re feeling stuck or like things are not going
the way you’d like them to, go back to goals. Go back to those indicators of success.
Reevaluate, deﬁne your steps, and continue moving forward.

@MACKFOGELSON
Setting obtainable goals
is key to happiness.
Instead of perfection, we should aim
for sustainable and fulﬁlling.
“
And always bring it back to purpose and meaning.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Set Goals
1
Be Human
2
Listen
3
OK so goals are really important to building your business and your community. And
so is being human.

@MACKFOGELSON
2People like people who are
authentic and genuine.
Be human
Social media is about people. It’s about being a real, actual human that other people
can relate to and trust. Along with that passion, that’s what really builds a
community.

@MACKFOGELSON
Be Human
The people who are winning  
on social media are those  
who have earned trust.
The people who win on social media, and the people and companies who are able to
build a community around their passion, are those who have earned trust by being
authentic and genuine and are living up to the promises their brand has made.

@MACKFOGELSON
It’s not about the numbers.
It’s about the connection.
And the thing to remember about social media is that it’s not about the numbers. It’s
not about building this huge group of people just so that you can sell them
something. What you want are people who listen, participate, and engage.

@MACKFOGELSON
Be Human
Make an effort to  
actually care about the  
people around you.
Your ultimate goal is to build a network of people who think highly of you. People
who respect you. People who view you as a knowledge source. People who know
they can came to or call when they need help. You want people to feel connected to
you.

@MACKFOGELSON
Don’t make it about the sale.
What’s important to them?
How do you do that? Don’t always make it about the sale. Don’t shove your business
card into someones hand. Ask about them. Talk about their lives and what’s
important to them. If you can focus on being authentic and genuine, you will attract
sales. Just be human and make an effort to actually care about people.

@MACKFOGELSON
Be Human
Have a balance 
between your professional 
and personal side.
That starts with being a human yourself and showing your personality both on and
ofﬂine. When you’re with people in person, it’s easier to earn their trust and
understand that you’re authentic and genuine. But that’s not always the case online.
You want to make sure your human-ness is being communicated effectively online.

@MACKFOGELSON
Let’s take a look at Kirby’s proﬁle on Pinterest. She has a great photo and her bio
says: Wine Consultant - The Traveling Vineyard she then has a link to her website
and her bio page. Nothing wrong with any of that, but what if Kirby revised her bio a
bit to include her personality, to show her authenticity, her passions, and things that
actually make her human.

@MACKFOGELSON
Before
After
Here we see Kirby’s loves: wine, food, and life….but especially being a mom. This
shows who she is and makes her approachable and friendly. Someone who’s easy to
connect and reach out to. This makes her human.
Good wine, good food, good life. As a Traveling Vineyard Wine Guide  
& Wine Tasting Mommy, I get to enjoy them all.
(I love talking about them, too. Hint, hint.)

@MACKFOGELSON
Same thing here on Twitter for Kiersten. Her bio talks about her job at Traveling
Vineyard. Which is ﬁne, but it doesn’t help us understand anything about Kiersten as
an authentic and genuine human.

@MACKFOGELSON
Trying new wines, learning wine things,
making wine money. As a Traveling
Vineyard Wine Guide, I get to do it all -
on my own schedule. Jealous?
AfterBefore
!
This keeps Kiersten’s personality in the mix but changes the focus just slightly to be
more authentic and less sales-y which will provide a better chance of a connection
with Kiersten.

Be who
both on and ofﬂine.
@MACKFOGELSON
you are
So the big takeaway here is that you really have to work to help people trust you
online. Show them that you’re human just like you would ofﬂine.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Set Goals
1
Be Human
2
Listen
3
So we’ve talked about setting goals and being human. When you’re working on
building your community (and your business) the most important thing you can do is
listen.

@MACKFOGELSON
3Always remember that  
this is not about you.
Listen
This is the hardest step. You’re the one who’s responsible for making things happen
in your business. You’re setting goals. You’re taking the action steps. You have an
agenda that you want to accomplish. You want to be in control of how things are
going to go.

@MACKFOGELSON
Listen
You’re not the most  
important part of  
the customer equation.
But remember the importance of being human. And when it comes to building
relationships with people, (especially online) the most important thing to remember
is that you’re NOT the most important person in the relationship. You’ve got to put
the focus on them.

@MACKFOGELSON
Listen
Is there anything  
you can do to  
make their life better?
Talk to your customers. Ask them what they think. Is there anything that would help
make their lives easier? Is there something they want to learn more about? You
actually need to ask them what they need.

@MACKFOGELSON
What is your biggest
problem?
How can I solve it?
“
When you put your customer’s needs ﬁrst, when you serve others, you will build
your community and your business.

@MACKFOGELSON
Listen
Show them you’ve listened  
with action. Provide the  
value they’re seeking.
After you’ve received that feedback, show them that you’ve listened through action.
Don’t make this about you. Make it about the value you can provide your customers.
Here’s how…

@MACKFOGELSON
Try the 4-1-1 rule:
4 pieces of curated content
1 re-share of another’s content
1 self-promotional item
There’s a ratio here that you really want to balance. So the majority of the stuff
you’re doing is not all about you. You’re focusing on the conversation and providing
value.

4 pieces
content.
@MACKFOGELSON
of curated
So let’s look at an example of each of these. In terms of curated content….

@MACKFOGELSON
You’ll want to make sure you’re listening to your customers and understanding what
they’re really passionate about. Wine? Probably. You can then read blogs like Vine
Pair or Wine Folly who provide a lot of value that your customers would probably
love. If you’re a team leader, you can share blog posts on leadership and taking care
of your customers.

@MACKFOGELSON
And then share that value on social media and give credit to the source. This does
two things: 1) it provides your audience with valuable content (that you didn’t have
to create because someone else wrote it). They feel good about you. You’re smart.
This helps them to feel more connected. 2) It helps to forge a connection between
you and the person who wrote the content. People like to feel special. When people
know you ﬁnd them valuable, they are more likely to feel connected to you (and this
is one of the ways to grow friendships and relationships online).

1 re-share
another’s content.
@MACKFOGELSON
of

@MACKFOGELSON
So here’s an example of a re-share or RT from Traveling Vineyard. We RT something
that Deanna shared that had @homegoods tagged in there. This is going to be really
relevant and valuable for Traveling Vineyard’s audience and because Home Goods is
in the tweet, their social media team will see that Traveling Vineyard shared it. Now
it may take some time to turn their head, but it wouldn't be such a bad idea if Home
Goods then decided to follow Traveling Vineyard and share their content and the
great things they’re doing.

1 self-
item.
@MACKFOGELSON
promotional

@MACKFOGELSON
So here’s an example of amore self-promotional tweet. Traveling Vineyard was
sharing something about Harvest. And there was still value in this tweet because
they’re trying to get others to be able to participate in the fun (whether they can
come to Harvest or not) so they’re providing the hashtag.

@MACKFOGELSON
When I share curated content, I like to write something clever to explain the value in
it that shows my personalty. I also like to include images wherever possible (people
like images).

@MACKFOGELSON
And I also try to share something personal. But again, follow that 4-1-1 rule so that
you have a balance between making it about you and making it about them. It’s that
ratio that I’m not talking about myself all day long, I’m providing value, that overall,
I’m doing things that really beneﬁt my audience and make it about them.

Make
are really listening.
@MACKFOGELSON
sure you
You just want to make sure you’re really listening to what they want rather than
what you want for them. For example…

@MACKFOGELSON
When you’re posting your stuff on social media, you’re hearing what your audience
really wants. Look at what people are liking, sharing, or commenting. We’ve found
that the Traveling Vineyard community on Facebook likes recipes. This recipe had
18 shares and 20 likes.

@MACKFOGELSON
And they REALLY like when we share quotes. On this one alone there were 48
shares and 78 likes.

@MACKFOGELSON
They also really like graphics like these. 169 shares and 104 likes and a ton of
conversation. You just need to listen to what they respond to and adjust accordingly.
Make it about them. Keep testing out your balance for your 4-1-1 ratio.

Your goal
a conversation.
@MACKFOGELSON
is to spark
It’s easy for people to like things. It’s harder to get them to have a conversation with
you. To be engaged. To participate.

@MACKFOGELSON
Try different things. And try things that get them talking. For this post, we shared a
quote from the article we were sharing. Fewer people liked and shared this, but it
sparked a little conversation and connection. Makes them feel like you’re listening.

@MACKFOGELSON
Try asking questions to spark conversation like this on Twitter.

@MACKFOGELSON
Or like this on Facebook. Start a sentence and let your community ﬁnish it. So try
lots of different things, but really make sure you’re listening.

@MACKFOGELSON
Show them you listened through action. Take the online offline. I’d make some
sangria for her. Or find another recipe in another week or two and share that with
her online. Bring some recipes to your next party. Or find a recipe that’s similar to
what they said they liked and seek them out to share it with them on social media.
You just have to listen and paying attention to what they’re saying.

@MACKFOGELSON
Listening is a dynamic process. 
Make the effort to adapt.
And don’t do the same thing day in day out. Experiment with different things not
only on social media but at your tastings and listen. Then apply what you learn.

Listen
they’re really saying.
@MACKFOGELSON
to what
Just remember to listen. Don’t just do what you want for them. Put the focus on
what they actually need.

@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Set Goals
1
Be Human
2
Listen
3
And so I’m going to challenge you to do all of these things. Set your goals. Work on
being authentic and genuine both on and ofﬂine. Really listen and provide value and
don’t make it about you. That’s what it’s going to take to build your community. And
that’s just the start. We’re going to be helping you and Rick and Huib along the way
so that we can continue to teach you these things and really help you grow your
business. It’s going to be a lot of work, but it’s going to be worth it.

http://bit.ly/community-building-guide
@MACKFOGELSON
Your guide
If you want some more guidance on building your community and your business, we
have a guide that will help you. Always feel free to reach out to us. We’re happy to
help.

@MACKFOGELSON
So this is a photo wall that we built at Mack Web. We put this up to remind us why
we’re here. The people and the things on this wall are what really matters to us. This
is why we work so hard. This is what gives us meaning and purpose in our lives.
And doing all of the things that I have talked about today, those are the things that
have helped to build our company over the last few years. And doing these things
have made us successful. It’s taken a few years, but it’s really working. Which makes
me feel really good because…

@MACKFOGELSON
I really want to continue taking care of this team.

@MACKFOGELSON
And I really want to make sure I’m always focused on taking care of this team.

@MACKFOGELSON
The secret is,  
there is no secret.
Just do the best you can with  
what you’ve got.
“
Owning a business and being a mom is hard, hard work. It’s a continuous journey of
self-discovery. You learn what you can handle, how much you can endure. You learn
that you possess courage and the ability to take risk and that you do in fact have the
courage to sustain it. Remember to stay rooted in the goals you’ve set. Don’t
compare yourself to anyone but you. Start small. Don’t give up. Provide value. And
most importantly, have a purpose for doing this besides money. Remember that
you’re not just selling wine, you’re changing your lives.

Building Your Business on Meaning and Purpose - 3 Steps to Building an Authentic Community.

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