$33,000 a Year: What Ultra-Wealthy Entrepreneurs Pay to Keep Learning

Right About Now - Legendary Business Advice

Lisa Holladay, Chief Experience Officer of TIGER 21, shares insights on how ultra-wealthy entrepreneurs cultivate lasting relationships thro

Key takeaways

• Brand love transcends product quality; emotional connection and experience drive long-term loyalty.
• Customer journey mapping is essential for building meaningful relationships across time and touchpoints.

Main topics

• Customer experience design
• Experiential marketing

Notable quotes

You don't win by following the playbook. You win by rewriting it.

Conclusion

True branding today is not about ads or slogans—it's about creating lasting human

Transcript preview

Speaker 1 (0:00) Fail fast and take risks. I didn't really find that was so much lived. I think because we're an organization, our base is an entrepreneurial spirit. We've got the freedom. I can pitch on this anything. And if I get the buy-in, just the freedom and the ability to try things really quickly, to make decisions quickly, it's not going through all these layers of process. I love that part of it. Speaker 2 (0:26) You don't win by following the playbook. You win by rewriting it. 700 episodes deep with the people who actually built something real. No theory, no fluff, no shortcuts. This is Right About Now with Ryan Alford. Speaker 2 (0:47) Hey, Speaker 3 (0:47) guys. What's up? Welcome. I'm Ryan Alford, your host. We say if it's radical, we're covering it. Well, I like to say every day is a holiday. That's Speaker 2 (0:54) why we got Lisa Holliday here, the Chief Experience Officer of Tiger Speaker 3 (0:57) 21. What's up, Lisa? Speaker 1 (0:58) Hey, Ryan. So glad to be with you. Speaker 3 (1:01) Lisa, I know you served in a lot of different roles. I know we're going to talk Tiger 21, but maybe let's set the table for our audience. Let's tell everybody a little bit about Lisa. As Speaker 1 (1:10) I shared, during the pandemic, like a lot of people, I decided to go live where I like to vacation. back to beautiful South Carolina. I have a great family community, so life is good. See, I live up to that last name, Ryan. Speaker 3 (1:22) I know you do live up to it, but I think you're being a little bashful or you've done some big things. I see you on the resume, Mercedes-Benz, Marriott. I was in the big brand world at one time and then moved back to South Carolina. We still work with some big brands. It's fascinating kind of looking at your professional journey. It's kind of the who's who's of brands. It Speaker 1 (1:41) didn't start off that way, Ryan. I studied. I thought I was going to be an English teacher. And then decided pretty quickly, student teaching, that that wasn't the career path. Bounced around a good bit. went abroad and thought I'd try out being a Shakespearean actress. And clearly that didn't work out for me. Came back to the States and really approached finding my career path by trying out just about anything and everything that sounded interesting. And when I landed at Mercedes, that's when I figured out the career path for me and how much I really loved brands and understanding what motivates consumers to have brand love. How do you build brand love and really experiential marketing, bringing humans together to connect them. person. Thanks to the pandemic, figuring out how to do that virtually too. Mercedes was really probably the most pivotal career for me and stayed there for 10 years. A recruiter called me about the opportunity at Marriott and I have a bit of wanderlust. I love travel. Joining a global brand and leading five luxury brands for that iconic hospitality company was pretty amazing. After eight years there, a recruiter called me about the job at Tiger 21. Jumping over a small organization and with an entrepreneurial spirit just really, really appealed to me and obviously very, very different than being with large brands. I've been there three and a half years building out a new department. It was a new executive role in a brand new department and building it out during the pandemic was interesting and challenging, but also an incredible opportunity. I love experiences and brand building. It's one of my passions. And Speaker 3 (3:11) it's interesting because when I think now the modern definition of branding with the way social media and even the pandemic, like the interplay of all these things, It really is the pinnacle when you can blend the two things. And that's really how you do branding now. It's so hard Speaker 2 (3:27) with mass media being different. Speaker 3 (3:29) When you could reach, when everybody's attention was just on TV, you didn't have all these screens and other things. You kind of bring the brand to life. You were paying attention. You have a focused audience. But now everyone's so distracted. These worlds of experience and branding, I feel like have melded together in a lot of ways. Speaker 1 (3:44) 100%. You know, back in my early career and branding was, what's the TV spot? What's the tagline? What's the radio ad? God, I'm going to date myself, you know. I Speaker 3 (3:52) ran on newspaper ads. Lisa, I was the only one who just sent it out to 8,000 newspapers, versions of PDFs. The Speaker 1 (4:00) space I've been in most of my career has been the luxury space. And that's always been a different type of target consumer to reach with this specific target audience and a lot of target audience. I go back to, I was mentioning how much I love my Clemson Tigers. There's nothing like the experiential part of being with a group of humans who are all cheering for the same team. And that experience is going to do much more than any direct mail piece or anything else. That's why I believe so much in it. experiential part of bringing people together and community. And if, you know, not to keep going back to the pandemic, but when you're relying on that as a marketing mechanism and all of a sudden that's taken away from you, that was a pretty interesting challenge to think about how you maintain and continue to build community and connectivity among humans and your team. We haven't even gotten to how do you keep an engaged team internally to make all those things happen. Speaker 3 (4:54) Today's episode is sponsored by Vinted. I'm not somebody who spends a lot of time thinking about my closet. Honestly, I rotate through the same five shirts, a couple pairs of jeans, and maybe two jackets. But somehow my closet was still packed. So I finally went through everything and found a bunch of clothes I hadn't worn in forever. Instead of putting them back and telling myself I'd wear them someday, I listed a few on Vinted, the secondhand marketplace app. Vinted was actually really simple to use. Getting the items listed didn't take much time, and when something sold, Vinted created the prepaid shipping label for me. I just packed it up and sent it out, and Vinted has no seller fees, so I kept everything I earned. Once that first item sold, I went back through another drawer and found even more stuff to list. It changes how you look at the clothes sitting around your house. What used to feel like clutter was suddenly extra money I could put towards something I actually wanted. Now I have more closet space, a little extra money, and I'm not hanging onto clothes I know I'm never going to wear again. Ready to clean out your closet and make some extra money? Download the Vented app for free and start listing. With no seller fees, you keep every dollar you earn. Speaker 3 (6:00) I just thought of this like when you said it, when you brought up the Clemson analogy, I think it's a really good one. It's branding. If it