Inside Marketing with MarketSurge

Welcome to Inside Marketing
With Market Surge.

Your front row seat to the
boldest ideas and smartest

strategies in the marketing game.

Your host is Reed Hansen, chief
Growth Officer at Market Surge.

Reed: welcome back to Inside Marketing
with Market Surge, your front row

seat to the boldest ideas and smartest
strategies in the marketing game.

I'm your host, Reid Hansen, the
Chief Growth Officer at Market

Surge, and today we're unlocking
the secrets of authentic leadership

with magnetic personal branding.

Our guest is Stacy Gonzalez, super
connector and storyteller, marketing

strategist and founder of Unlock, where
Coaching meets strategy to help leaders

and coaches build businesses they love.

Human design projector and guide
TEDx Speaker two-time author and

board president in her community.

Stacey's blend of behavioral science.

Brand positioning and human design has
empowered hundreds of high performers to

step into their unique lane of influence.

Stacey, welcome to the show.

I'm really glad you're here.

Stacey Gonzales: Thank you.

I'm really glad to be
here with you today, Reid.

Reed: Well, you know, I
know this will be great.

Stacy, I, we've, we've talked before
and you have just such a great energy

and, um, so I've been looking forward
to this for, uh, several weeks now

as, um, when we got this scheduled.

Now I know you walked away from, you know,
your previous career to launch Unlock.

Now, what was the pivotal moment from
where you were that made you say now's

the time, and how did you navigate that
kind of career risk to go out on your own?

Stacey Gonzales: Wow, that's such a
great question and I really did have

this pivotal moment that you said.

So it is really apt.

Um, it was January 1st, 2020.

The pandemic had not hit yet.

Remember it was about to, I
was on vacation over Christmas

break with my husband.

We were in Mexico, our whole family.

I think there were 15 of us.

And I was like, we need to get away.

Let's go take a walk on the beach.

And I remember chitter chattering with
him about something and he was, you

know, kind of half paying attention.

And I was looking at, you know
how like midday sun on the

ocean is like glaring at you?

It felt very diamondy and
sparkly, but very bright.

And I literally heard this drop
inside live from spirit first.

Now, I didn't know what that meant.

I thought that was odd.

I was like, spirit soulfulness.

I'm not sure what that means.

I don't even know anybody who's.

Doing that?

Like, does that mean I
need to get a new job?

What?

What does that actually mean?

And so I started exploring going
within, I remember coming home

from vacation at that point.

School years, work from June 30th
to July 1st, so that's like our year

and looking to make any changes.

You are doing it.

You typically start, you know, maybe
October, November, especially like I

was a C-Suite administrator leader,
so I was like, okay, I'll give myself

18 months, I'll find a new role.

Within education.

I was an educator um, administrator,
and I thought, I'll find a new job.

That's, that's what this is about.

But whoa, it was so much more than that.

Um, pandemic hit, and I use the
example of like, kindergarten

parents were mad and angry and
people were just, beside themselves.

And I was known nationwide
as an innovator.

I'd won some awards and I just
kept feeling more and more stifled.

And the more and more stifled I was
feeling, the less able, I was able to like

innovate within this very bureaucratic,
very structured, Lots of bureaucracy.

so I was like, this isn't it.

I've, I've got to find what's next.

And I really didn't know what that
was, but I allowed myself to step away.

I thought, I don't, I'm not
gonna be a superintendent.

That's not it for me.

'cause that was all that was left in
terms of like trajectory, just being like

the superintendent of an organization.

I left and I thought,

I'll do a tech startup.

That's easy enough.

Reed: Okay.

Stacey Gonzales: So I've allowed
myself to explore from that pivotal

moment to get to where I'm at now,
and that was about five years ago now.

Reed: Awesome.

So now you have unlock and, um,
you know, you're doing a lot.

I know you're podcasting,
you're doing so many things.

If there were a fictional character
that could, uh, symbolize or, or

kind of be the allegory of what you
do today, uh, who would that be?

Stacey Gonzales: Can I pick two?

Reed: Sure, yeah.

Stacey Gonzales: have two of them.

I, there's this one part of
me that is Tasmanian Devil.

I think you can feel that, right?

Like I have, I just have
this insatiable energy.

I've always kind of been this way, right?

So

Reed: Mm-hmm.

Stacey Gonzales: quickly or doing lots
of things or processing like that,

you can probably feel that for me.

Reed: Yes.

Stacey Gonzales: then I've kind
of got this new spot, a part of me

that's a little like, what's up doc?

What?

So what are you thinking now?

Right.

Tell me more about that.

So I think a little Bugs
Bunny, a little Tasmania Devil.

If I could come like find the
sweet spot between those two,

I, I'd like to put myself there.

Reed: I love it.

And you know, the fact that they
have appeared on screen together

and, you know, that's, fantastic.

Well, now I know you're a great
networker and a super connector.

What would you say has been your
process or anything we could learn from

you about building genuine high value
relationships and, you know, how could

people apply it, whether it's using
LinkedIn or, networking organizations?

what do you think we could all
be doing to do the same as you?

Stacey Gonzales: Hmm.

You know, it's such a great question.

I remember one of the ways that I
was able to kind of get to the spot

I'm at now is through networking.

When I was in education, always kind
of wondered like, what do the cool

people in the for-profit space do?

How are people innovating
and making money?

What does that look like?

And I actually sourced 80 strangers.

I was still in my role from LinkedIn,
uh, voluntary to come and do a virtual

career day during the pandemic, and

Reed: cool.

Stacey Gonzales: so
generous with their time.

People were so willing to, you
know, spend an hour in front of kids

that they don't know to share that.

you leave high school,
it's not a linear path.

Right.

Especially nowadays.

And it really opened my eyes to
just asking, reaching out the

power of being very genuine.

Right.

At that point I was like, hi, I am Stacy
and I'm doing this thing and I'm curious.

Would you be open to a conversation?

I think that's really a part of it.

I was, um.

Meeting with a client last night and
I was reviewing her LinkedIn outreach

'cause she has something that she has
been building and she has an offer and all

the things and she's very well respected.

She's already sold two companies,
but this is her first digital company

and so she's working with me to
help her build her digital coaching

business and consulting business.

And so I was reviewing her messaging and
she's, she's using voice messaging, which

I love using a little voice message.

But it felt still pitchy.

It felt still like, um, and then she
was attaching, so she was doing like a

voice memo, and then she was attaching
like five steps to better conversations

or something, some sort of like document
and not getting any traction and

Reed: Mm-hmm.

Stacey Gonzales: I said, here's
what I would like you to do instead.

I'd like you to look at their profile.

Take 30, 60 seconds, see
what naturally comes up.

That's interesting to you, then
send them a message that says like,

Hey Reid, I saw this on your page.

Wow, that's pretty cool.

Piqued my curiosity.

I'm building my third business.

It's in the digital space.

I'm learning lots of stuff out here.

I'd love to connect.

Learn a little about, bit
about you and see where I can

open my network up with yours.

Would that be something
you'd be interested in?

And that's it.

It can be really easy, but if we go
into any sort of cold conversation

with like, I want something from you.

I hope you're my customer.

I hope you buy from me.

That's like the wrong energy, and
that's a mix match, and nobody's

gonna wanna get on that call, right?

Reed: Yeah.

Makes a lot of sense.

And you know, I've found too, in
my own networking efforts, um,

you'll notice there might be a
little contrast in our two energies.

I'm a little bit more of a, you know,
low, relaxing, calm, and I do love.

being around people like you, but clearly
I'm different but when I network, I do

try to offer value in terms of, finding,
our commonalities and potential ways that

maybe I could share some experience or
share some tools that I've enjoyed using,

Stacey Gonzales: Wait,

Reed: makes a difference.

Stacey Gonzales: what is your character
like I said, Manian Devil and Flexibility.

Who's yours?

Where would you put yourself?

Reed: Well, so I would say I, I might fit
the, the one I go to is, uh, Willy Wonka.

'cause I'm a little bit introverted.

You know, I, but I do love to play with
all the toys and I do all sorts of like,

laboratory experiments in the background.

And, um, you know, I love to show them
off occasionally in moments I choose so.

Stacey Gonzales: that.

And do you like candy?

Reed: No, I don't like candy.

Yeah.

But I do love like playing with toys
and so to speak, like, you know.

Stacey Gonzales: at heart.

Reed: I am.

Yes.

And, um, you know, I am kind of
restless, um, you know, I like to learn

a lot of different things and, um,

Stacey Gonzales: to be in

Reed: yeah.

Stacey Gonzales: bit, don't you think?

Reed: I think so.

Yeah, I do.

Yeah.

And, um, I mean, you do have to be
like a little bit of everything.

Like you can't, you can go deep, but
you can't just be a zero in certain

aspects of the marketing, you know?

Um, you have to at least be able to, um.

Network a little bit or write a little
bit or, um, speak a little bit, you

know, like those, uh, essentials,
you have to cover those bases.

Um, well, okay, so Stacey, you
know, another thing I'd note is

you, human design, into what you
share online in your coaching.

Um.

So for those maybe new to that concept,
how would you say that understanding

oneself, one's energy type or persona,
how does that transform the way you

position your own brand or craft
marketing messages, networking messages?

how would you say, you do that?

Stacey Gonzales: That's a great question.

So human design, for anyone who hasn't
heard of it yet, is, I like to use

the word like esoteric system, right?

Sounds a little less woo, but at the
end of the day, it's, um, a system

that is intended to show a person
where and how their energy flows

best and in relationship with others.

And for me, one of the.

Biggest hurdles that I have faced is
understanding the interpersonal, pretty

unconscious dynamics in relationship,
and I've had to really understand like.

At one point in my business, through
this journey, especially leaving

a profession where I had a lot of
power position, I was at the top.

People had to do what I said right At
the end of the day, and coming into

entrepreneurship, building my own
company, that's just simply not the case.

And so I had a lot of unlearning
and I couldn't understand why

relational relationships and
business for me were not working out.

And when I sat back, there was
only one common denominator that

I could look at, and it was me.

I was like, what am I?

pattern, pattern, pattern, this, and so.

somebody, I've got a report or
something on human design and I

found out I'm a projector and only
20% of the population are this type.

And we truly are here to guide our,
our energy is very deeply penetrating,

like we see deeply into who people are.

I'm also an empath, so add like that
complexity of being a highly sensitive.

Person, um, feeling all emotions in my
body, what other people are feeling.

I'm sensing them.

And sometimes I didn't
know, like, that mine?

Is that theirs?

And taking things very personal.

So it's really helped me be able
to, um, get on a call with you and

just kind of sit back and notice
and start to take account of how

that other person is responding.

Most people are generators or what's
called manifesting generators,

Reed: Mm-hmm.

Stacey Gonzales: like they
have a yes no response.

Asking yes no questions, um,
is a good indicator, right?

I have no expectations that other
people are gonna use human design, but

me using it to understand relationship
dynamics has helped me be very present.

In calls and sense a little better
instead of taking things maybe outta

context or taking things personally.

Reed: Awesome.

And that's really, um,
you know, interesting.

You know, I think it's almost
like, um, you know, the phrase

physician heal thyself, you know,
like, know yourself, uh, really

helps you relate better to others.

I, that's been my experience as well, and
I think that's a great way to describe it.

Like you said, um, now.

So I, you know, I, I've observed, you
know, you're, a prolific poster on

LinkedIn and, uh, you know, you, you
have some great posts and you get great

engagement, which I really admire.

Um.

Now you are very authentic and, uh, you
know, you've talked, on this podcast

today about your own personal journey.

where do you strike a line between
authenticity and, and things that

you might wall off from the public?

Like, you know, is there something you
feel too vulnerable about to share or

do you think that you could weave it in
a way, you know, I mean, I guess where

I'm getting at is like, is there, um.

Do you find value in sharing vulnerable
things and do you recommend that

for everybody to, to do on, on,
social media to, to build a brand?

Stacey Gonzales: It is
such a good question.

Um, content writing an audience that's.

Quote unquote professional on LinkedIn is

Reed: Mm-hmm.

Stacey Gonzales: important
balance to strike.

'cause I'm all for vulnerability, but
it can quickly feel like victimhood

or victimization if it's not executed
well and If there's not a perspective

of like, here's the, the kind of
readers that I'm kind of appealing

to, and here's why I wanna share that
vulnerability because I've earned

maybe some hard learned lessons or
I have some reasons to share it.

Um, I always know.

There's this sense I have inside of like,
this feels a little scary to share, but

I think it could really help some people
who might be where I was six months

ago, or four years ago or, or whatever.

So if you're gonna do vulnerable
content, which I do think we need,

AI isn't great at that, right?

These are our

Reed: Yeah.

Stacey Gonzales: lived experiences
with how it feels inside of.

Our bodies inside of our, our lives.

Um, but that took me a long time to
get to a place where I could do that.

And if, if you are working inside
of a company, that's even harder.

Like when I work with executives
who are still employed in their

companies, you know, that's really
hard to be able to find the things.

it's really little baby steps.

But one of the reasons why I use
LinkedIn content writing with my

clients is because it's a mirror.

So these are the things we talked about.

Now let's co-write, let's create together.

How do you feel about
saying this about yourself?

Oh, I don't know if I can say that.

Why not?

this is a true part of you.

What if that could help somebody?

Right.

So it, it can stretch us if
done well, but it is a balance.

You have to really find that.

Um, and it goes the other way when it
comes to finding ways that feel like.

you're sharing something about yourself
that you're really proud of, that

you, you have, you have pride within
you for what you've faced without

Reed: Mm-hmm.

Stacey Gonzales: shameless self-promotion.

Right?

So there's also

Reed: Yeah.

Stacey Gonzales: side of like, I'm
freaking good at this and I'm gonna

like put it out there for others
to see, like they can be there too.

you gotta find that right.

Energy match because it's not just about
the words, it's about what in totality

they're carrying for the audience.

Reed: Yeah, that is interesting.

You know, and I think that's a
good way to delineate the limit.

Like, you don't want it to be a pity
party or, you know, delve into pessimism

or, you know, victimhood, like you said
it, um, you know, does it add value?

Does it, do you have
real learnings from this?

And, um, that's really helpful.

Stacey Gonzales: and you know, I'll

Reed: yeah.

Stacey Gonzales: you know, this from
marketing, whether it's a piece of

content, whether it's copywriting for
a website, whatever, the writing is,

it is about encapsulating that concept.

And so if you don't know what your, you
know, you hear the, if you don't know

what your why is, but if you really
don't know why you're writing it, then

maybe you should pause a minute and
get that framed out first so that.

you look at, 'cause it's, you
know, there's that whole like,

well, what's not being said?

Because that's also a part of
your, you know, your writing.

So, um, I think writing is
the best way for us to explore

who we are professionally.

LinkedIn's a great way to do it.

So if you're

Reed: Yeah.

Stacey Gonzales: this is your cue.

Send that post.

Reed: Awesome.

You know, I have often
wondered about the best ways.

So, um, maybe I can illustrate this.

pull from today's.

headlines.

last week.

as American culture witnessed,
a clip of A CEO embracing the

head of HR at same company.

They were married to different
people, and, they were clearly

caught and they, they flinched, andd
ducked and, and it was clear they

did not want to be seen on camera.

news comes out and they indeed
were, having some degree of

an affair the CEO is fired.

And, you know, it just kind of, you know,

Stacey Gonzales: fired him.

Reed: they fired right Uhhuh?

Stacey Gonzales: know that.

Reed: Yeah.

Yeah.

And I, I, you know, it's probably one
of those things where he, you know,

he resigned, you know, whatever.

But, um, it, it is definitely tough
to justify, um, you know, staying

in a, in a role after, after that.

But these are both, youngish people,
they have years of career ahead of them.

Um, I think we've all had some degree of
making a mistake and a black mark on our.

Resume.

How would you advise, people in this
kind of situation to bounce back, retool?

I know you work with executives and I'm
sure you've come across situations where

they, maybe were terminated for cause,
which is always tough to justify, or, you

know, they just had a run of bad success.

how do you.

Advise people to retool and move forward,

Stacey Gonzales: Yeah, it's such an
important question It kind of goes back

to the part we talked about earlier
when I said there was nowhere else for

me to point a finger except for here.

Right.

Reed: right.

Stacey Gonzales: case, they
actually set that there was some.

At least from what I had read early

Reed: Mm-hmm.

Stacey Gonzales: some people saying like
they know this is happening potentially.

Reed: Oh,

Stacey Gonzales: con,

Reed: oh, I did.

I did not realize that.

Okay.

Stacey Gonzales: Somebody
that knew the camera guy.

Reed: Oh,

Stacey Gonzales: Who

Reed: okay.

Stacey Gonzales: You know, once something
goes viral like that, it doesn't

Reed: Yeah.

Stacey Gonzales: At the
end of the day, people.

Reed: Mm-hmm.

Yeah.

Stacey Gonzales: whether you think
it's behind closed doors or you think

it's publicly, you're the same person.

Reed: Mm-hmm.

Stacey Gonzales: I think I've
really come into this space.

I said something today, um, in a call
and yesterday, two things about one

of my clients that I was sharing with
somebody else, one to his COO yesterday.

And when I thought, and it's all recorded,
and I share my fathoms with everybody.

But it's been bothering me because
I'm like, was that really the thing

that I felt was in the best light?

Where did that come from?

So I've been exploring like,
well, what am I really feeling

that I said that about him?

Why would I say that, so again,
everything comes back to us, and if

you find yourself in a situation.

That you've created, even if you've not
created, but in this case, he's created.

This is a time for deep
introspection, soul searching.

You know, you've probably heard
of the book, dark of the Soul.

we go through our own hero's journey

Reed: Mm-hmm.

Stacey Gonzales: this can be a catalyst
for the next version of himself.

I'm using him in particular, he
had the position power, right.

Reed: Yeah.

Stacey Gonzales: him as the example here.

Same for her though.

But I think this can be,
but it's gonna be some work.

He's got some inner work to do
and you know, there's a lot of,

there's a lot around this and so he
needs to go find his way back home.

Inwardly, I, I'd say, let's start there.

Reed: Yeah.

No, that's great.

You know, and, uh, I'm sure this
all was, uh, like, everything really

spiraled because it went viral.

You know?

it was on video, but like you say it deep
down this was very problematic behavior.

Yeah,

Stacey Gonzales: If you don't

Reed: yeah.

Stacey Gonzales: saw, then there's

Reed: Right.

Stacey Gonzales: to look at but yourself.

If you didn't like

Reed: Right, right.

Yeah, it was, and it was probably
just a ticking time bomb, you know, it

would've come out sooner or later and,
caused, some serious problems for, him

and that organization and her as well.

Um, so, you know, but, and maybe,
um, to twist on that just slightly,

um, what about for things.

Well, you know, and I, I think we've
covered this so I'm not gonna delve

too deep, but, um, I think about my own
career and I, I had a situation where,

not really my fault, I worked at two
consecutive companies in a very short

period that were acquired, and then I was
laid off as a part of the acquisition, and

it happened so in such close succession
that it, uh, felt like I was somewhat.

Cursed or, you know, untouchable and, you
know, I was just like really feeling like,

oh, is there something wrong with me?

You know, like I was picked, you
know, there our other people stayed

and I was picked to be laid off.

And, um, I did have kind of a challenge
and, um, uh, you know, like, like

kind of, uh, picking myself back up.

Um, have you helped people like that,
like, you know, through just bad

circumstances, bad luck that they,
um, had to pick themselves back up.

Stacey Gonzales: Yeah, and
we all find our own way with

Reed: Yeah.

Stacey Gonzales: need.

But I am

Reed: Mm-hmm.

Stacey Gonzales: I really, when I left
education, I wasn't in a great spot.

Um, my daughter had faced some things.

Personally that were really
challenging and litigious.

We had never gone through
anything like that before.

That again was not her fault, was
in a wrong place at a wrong time.

And so emotionally was very hurt
on that and then just couldn't

figure out how to navigate an exit.

That felt really good, um,
from the company I was at.

And I allowed myself to explore
a variety of, I don't know if you

call it like alternative therapies.

I had done talk therapy.

You know, talk therapy is great.

It's very past minded and digging up
your past and sometimes we need that.

Sometimes we need to be able to see
like, yeah, my parents did the best

they could, but this like pattern kind
of comes from my family of origin.

Great.

Now you know it.

Now what?

And so for me, I found,
um, sound baths, right?

Like I found this app called
the insight Timer that just

Reed: Okay.

Stacey Gonzales: a, all these really
different resources and meditations

and things I could like, kind
of put on and reprogram in ways.

Felt good and were less, um, dense of
like me reading psychological manuals

to figure out like how to work through

Reed: Okay.

Stacey Gonzales: So, um, I have, I
have a, my chief of staff, she is a

soma, also a somatic breath work coach.

she does during the day, she does.

Corporate learning and design and
development inside of organizations.

And then at night she does retreats
where she's on the weekends sitting

with people who are all by the way,
in these high level professional.

Positions, which is fascinating, right?

Reed: Very cool.

Stacey Gonzales: I think we're at
a really unique inflection point in

society where as we see the increase
in ai, I think we're also gonna

see more of a return to ourselves.

What do I actually have that I
can control, that I understand,

and how can I go within?

So don't be afraid to find
the things that work for you.

Reed: Yeah.

You know, I'm glad you touched on ai.

You know, I do feel like
that's, um, affecting a lot

of people in a lot of ways.

And, you know, for one, um.

You know, I'm reading research
about how overuse can affect

our critical thinking skills.

You know, uh, in addition to, there's
a lot of large organizations that

are cutting back staff and replacing
certain jobs with ai, either softwares

or automated, bots of some sort.

And so, you know, there's
just, there's a lot of anxiety.

Um, I mean, I think there is
some great potential for it

to do a lot of good for us.

And so maybe let me ask, what
do you see as the future?

You know, in light of all these things
we've discussed, what do you see as

the future for unlock and, you know,
where do you want to take the business?

Where do you see, things in the next
three, five years changing and, you

know, Where will your services fit in?

Stacey Gonzales: Such a great question.

A couple things came up as I was listening
to you ask that the first thing you

said was, there's a lot of anxiety
and I, my sense is people's anxiety

will just continue to increase, right?

And, um, the answer lies within a
very calm, regulated nervous system.

So, one of the things I think
that, you know, the whole comment

earlier, the Bugs Bunny chill.

I think just modeling for people
that it's okay to take a beat.

It's okay not to respond tomorrow.

I do a lot of discovery
calls and then I wait.

I'm like, how did it feel on that call?

What's gonna come through
in the next couple days?

Instead of like, I gotta, you
know, hurry up and finish this and

Get it off my plate.

No, it's okay.

you can pause, you can find
a different ebb and flow.

People actually appreciate it.

So I think as, um, I don't know where I'll
be in three to five years of what I can

tell you about the last five years is.

Having

Reed: Yeah.

Stacey Gonzales: marketing agency and
working with coaches and consultants

and helping them with build their brand
and doing lead gen and being a connector

and running a community group, I never
would've necessarily saw it, but it

also makes sense now that I see it.

So, I don't know.

I'm very open.

I think you reach a certain point in life
where you're like, I'll know what's next.

It'll show me, and then you kind
of, entrepreneurship is about

pulling the right threads that.

At least for me, that feel really good.

Um, and it's easy to say yes people
like you, come on my po Yeah.

Easy check.

Yes.

and the easier it becomes to say no
to things that are out of alignment.

So I hope to continue to doing that.

Reed: No, I think that's great.

And you know, you strike me as somebody
that is, uh, you know, a real innovator.

you know, a true entrepreneur.

Like, I think you, have shown that
you really adapt well and you bring

your, skillset wherever you're needed.

So I really admire that.

And you're a great, video presence.

So, you know, I think, that is gonna be,
continue to be more and more valuable.

Stacey Gonzales: Wow.

Reed: you know, the way
I see content, going, so,

Stacey Gonzales: and, um, really
good to my projectors like to be

recognized when we're recognized.

We know who our people are.

So to hear

Reed: sure.

Stacey Gonzales: a lot.

So thank you.

Reed: Yeah, well, Absolutely.

You know, and I'm always trying
to get better and so I do like to

follow people that are doing great
at this and, see what I can learn.

So, um, well, Stacy, this has been really
fun and I, enjoy your insight quite a bit.

You have, um, a lot of,
great things, to share.

Now, if people wanna work with you or
network with you, how can they find you?

Stacey Gonzales: Yeah, so our
website is unlock my coach.com,

so you can go to the website and then
LinkedIn is really my only platform,

so connect with me on LinkedIn, tell
me you heard this, and I'll accept

your request and we'll go from there.

Reed: Fantastic.

Well, um, I definitely.

you know, if you want to boost
your coaching business, you

want to, boost your career.

You know, Stacy's got
a lot of, great wisdom.

Well, thanks again and, we hope
to be able to talk again soon.

Stacey Gonzales: Thank you for having me.

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