Christopher P. Willis on Using AI to Create a Better User Experience with Better Content
In this episode, Frank and Andy speak to Christopher P. Willis about Using AI to Create a Better User Experience with Better Content.
Certainly, if you have ever you read instructions or product documentation that left you annoyed and confused, then you can appreciate the work he does with Acrolinx.
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Hello and welcome to data driven.
In this episode Frank and Andy speak with Christopher Willis about how artificial intelligence can help bake brands create congruent content across cultures, languages and writers.
One quick word of correction.
Frank made the assumption that CPO was chief product Officer.
Chris is actually Chief pipeline officer.
In addition to being chief marketing Officer, Acrolinx currently does not have a chief product officer.
Frank should know by now what happens when you assume anything.
I’ll have a chat with him later.
For now, enjoy the show.
Hello and welcome to data driven, the podcast where we explore the emerging fields of data science, machine learning and artificial intelligence.
If you’d like to think of data as the new oil, then you can think of us like Car Talk because we focus on where the rubber meets the virtual road and with me on this epic road trip down the information.
Superhighway as always is Andy Leonard.
How’s it going Andy?
Good Frank, how are you doing?
I’m doing great, I’m doing great.
It’s a beautiful Tuesday morning here in the DC area.
We’re recording this on September 28th and I can’t believe it’s already October.
Almost gosh, yeah, yeah.
It’s it’s been beautiful fall weather.
Past few days here in sunny Farmville, VA.
And I’m really enjoying that.
Got a lot of outdoors work done in the past few days and that’s always a good thing.
Yeah, we just built the trampoline for the kids and that was a was a lot of fun.
Instructions were horrible.
Did you get one with that big net around it?
Keep from bouncing off and ’cause otherwise it should come with a coupon for a free cast.
Freecast and free healthcare that’d be funny.
Yes, yes, that’s right, yeah.
Yeah, so without further ado I’d like to introduce we have this.
Awesome guest today.
We’ve been really lucking out on terms of folks coming to us and and suggesting guests for us, which is quite refreshing, actually.
So so today we have with us Christopher Willis, Acrolinx Chief Marketing Officer and Chief Product Officer.
Christopher is an expert in technology, marketing and brand alignment alignment with over 20 years of experience in with some of the world biggest tech names including Perfecto.
Kmag and Cambridge technology group.
And through his work at Acrolinx, he’s become a renowned thought leader on the topics of content governance and brand alignment.
He’s also an expert on AI and how AI can help.
Big brands can great create congruent content across cultures, language and writers.
Acrolinx creates tools for developing content that feels human, relatable, and compassionate.
It’s already used by some of the biggest brands in the technology world today, so welcome to the show, Chris.
Thank you, I’m excited about your trampoline.
Well, thank you.
You should come on down I.
I think you’re on the East Coast somewhere in Boston.
I am outside of Boston, yes?
Awesome cool cool you never know ’cause sometimes people will put where they used to live on LinkedIn and not update that so.
Nope, haven’t gone anywhere in what a year?
Half if not.
A lot, not a lot of travel, yeah?
Year and a half in the two week lockdown.
Well, welcome to the show so so.
Tell me about what so, so you’re a CMO and a CPO.
That’s that’s, uh.
That’s an interesting mix I I can see how the two are related, but can you explain kind of like what it is you do for acrolinx and maybe a little bit about.
So I do a bunch of things.
I I I joined the company to run marketing and marketing has.
A lot of.
Reach in this organization because of what we do and who we sell to.
So I reach into pipeline.
I reach into the product process on product marketing in there and come from a background where this approach really resonates and makes a lot of sense and the way that we collect and build and use data is very aligned to the way that I’ve.
I’ve built content in the past.
So the the product at acrolinx it it.
It uses AI to create content.
So, so like what does that do is?
Different so we are.
It kind of NLP.
We’re improving content, so we’re we’re about being improving the quality and effectiveness of enterprise.
Content so the easiest way to think about what we do is everybody that writes everybody that owns a content organization, whether that’s in a development group with technical documentation or product manuals, or marketing content enablement content, internal education.
All these folks have a whiteboard in their office and.
On that whiteboard are all the components of language, the way that they want to create their content.
It’s the tone of voice.
It’s the clarity level education level of their of their readers.
It’s the amount of compassion, emotion, inclusiveness that they want in their contents.
The words that they want to use and that they don’t want.
Use, it’s all up there on the whiteboard.
They feel good about it.
They’ve defined essentially the voice of their group or their organization.
The problem with that whiteboard is that it’s in their office and nobody can see it, and even if they could, we don’t have a writers pool in the world anymore.
We’re all writers when you go to work, a byproduct of your work is.
Content, and so.
As a marketer I get my best content from folks that don’t touch marketing.
They’re just smart people that can create so they don’t.
They don’t care about what’s on my whiteboard at all, and.
When we were, I mean, the last seven or eight years you talked about.
The potential for the digital shift, and I think everybody been using that as a marketing buzzword like digital shift is coming.
You got to get ready and I don’t know if anybody ever really thought it was coming, but it was a great way to so some fear into our prospects that if you don’t modernize, the world is going to change.
Holy crap March hit last year and the digital shift arrives and now you’re only touchpoint with your consumer is through digital content for some period of time and it became really apparent to folks that how you commute.
Gay matters and then all the things that happened last year from from a social standpoint.
Language took on a very lead role.
And how do you as an enterprise ensure that you’re communicating in the voice of your audience?
And that’s where Acrolinx comes in.
We look at terminology.
We look at.
It’s style guidelines voice guidelines to be able to create this essentially central lexecon of how to communicate his business and then.
Either your writers in real time use acrolinx in their sidebar and what in whatever authoring tool they’re using, whether they’re using something like madcap flare or Adobe products or Google Docs or Microsoft or anything in a browser.
Uhm, you’re able to use acrolinx in real time to check there your content.
Acrolinx checks for all the components that.
It’s learned from your organization to create great content and provide you with the score.
You can improve over time or through automation.
So think in terms of continuous process, continuous delivery of content.
I’m checking content in it’s being scored delivered back to me.
I’m making changes and it’s rolling out at the speed of my.
So at the base of what we’re doing, when you think about where we’re at, it’s it’s really about taking content in stream of characters, extracting that content, buying the context of that, identifying.
Uh, your tokens either at the word level at the sentence.
Level and then adding in the linguistic data underneath that around morphology and compound analysis to understand what’s.
In the content that we’re we’re looking at identifying terminology and and variant detection and then laying patterns on top of that, our proprietary secret sauce to be able to provide that.
That feedback of whether or not your content is correct on character on tone on terminology, and then that feeds back.
To users in the form of guidance.
Interesting, so it guides the people who are creating the content doesn’t necessarily generate the content for them.
We don’t override and we don’t right because customers.
If you think in terms of who our customers are.
Our our customers tend to be the largest technology companies in the world, so think top 20 global technology companies almost every single one of them uses acrolinx and.
A piece of guidance might be useful, it might be on purpose, so as an example, when I write through my system and I write the word software.
It says Are you sure you didn’t mean platform?
And why does it say that?
Because in my world, if we’re talking about our product, I don’t want my employees to call it software, it’s it’s platform.
It’s an extensible platform with integration pieces and an API.
I don’t want to sell it as software.
But I might have meant to say software.
So I don’t want to.
I don’t want to enforce that rule.
I want to provide guidance and if you agree with that guidance, you implement that guidance.
We have the technology to override that, but in almost every case that doesn’t make sense to the customer.
So is the input for the content is it?
What is this?
Is it spoken or written or all of the above?
All of the above, so we can take in.
I mean, there’s a number of ways to teach the platform to be your editor.
One is to pull mass quantities of content.
Give me all your great content.
What does it look like?
Identify what you think is good and we’re going to read through that, and the system will read through all that content and start generating guidelines.
Based on what you believe is great content today.
Uhm, there’s also the ability to just go in and into our interface and set guidelines so you can set a tone of voice you can identify how lively you want your content.
Today there are challenges to all of those methods because over time you’re going to learn more, and that’s part of what I’ve really been aiming to.
Evolve with the product is.
Gartner, the analyst firm, has said that 50% of of marketers, people that set the company voice are. I don’t think this is the word they use, but I.
Will use guessing.
I have a good idea of what my audience wants to hear, so I define my tone of voice.
I define the words that I’m going to use I I think I know what people want to hear.
And if I use acronyms.
Go ahead and I take all that information that I’ve gathered, and I teach acrolinx to to help create content like that and the output of acrolinx is an Acura link score so you’re aiming for 100.
Most customers are aiming for 80.
You want to be 80 or better.
80 means good, 90 means done, numeric value of of good and done, so no subjectivity.
It’s just it is what it is.
This is either on my guidance or it’s not on my guidance and.
If I get 100 acrolinx score on a piece of content, well by God, that’s going to perform fantastically. It’s exactly what I think.
My audience wants to hear and how I think they want to hear it.
The important word in.
There though, is I think.
I think that.
Where I want to aim to get to is the ability to create a feedback loop from my audience.
So think in terms of support tickets.
I’m I’m using acrolinx to create support tickets.
I’m scoring very highly.
I’m putting those support tickets out.
People are using them and.
They’re failing on whatever it is they’re trying to fix.
Can you tell me why can we gather why first, is there a way to systematically take in the lie?
But if there isn’t.
I don’t know.
Happy face sad face like at the airport.
Are you happy with this or aren’t you?
And if you’re not?
Why is it a clarity issue?
Did you not understand the words where we’re using words that you’ve never seen before, but it give me some reasons and then I can start gathering data to feed back into acrolinx that takes us from being strategy aligned, I think to audience aligned they want.
And as that, as our software moves more in that cyclical process, you don’t need to know what your audience wants to hear and how they.
Want to hear it?
They’ll tell you, and that’s what I that’s the thing that.
I’m most excited.
About right now is being able to to evolve towards that world.
This product has been in a state of evolution.
It’s about 2002 I.
I joined the company in in 2017, UHM to move us into sort of a wider market space and this is I think that’s one of the most exciting things for me right now is seeing how we can bridge that gap from going.
I believe too they want.
Interesting, so it becomes kind of a virtuous feedback loop.
And it becomes, dare I say, a data driven process because.
Your documentation, my experience on software products is that.
Documentation tends to be done last, maybe even Andy after after testing and after security maybe.
If testing is done intentionally so I like the idea of kind of making this rather is from us a kind of subjective thing to this objective.
Are you meeting the customer needs?
Because I think we can all empathize with the idea that we’ve all read instructions that quite frankly, stink.
The trampoline instructions were just godawful.
I mean like and like. I like to think I’m a smart guy. I like to think I’m a smart guy, but like you know I actually it’s funny you mentioned it because I actually ended up going to YouTube to find a couple of videos where.
Somebody else built it and kind of had the same problems.
You know, and we’ve all we’ve all had that experience with, like just awful instructions.
So I, I like the idea of, you know, if they had, uh, maybe they do have a website.
I didn’t check, but.
Uh, you know.
Kind of just saying like you.
Know this is what?
Worked, this is what didn’t I like that.
Yeah, I mean think in terms of like we have a a major motorcycle manufacturer here in the US and they create a multi 100 page user manual and from a consistency standpoint.
When you are hiring people that are within your motorcycle culture that use certain words, I’ll say on the street to identify pieces of a motorcycle.
And then they come to work and create this manual.
How are you ensuring that you’re using consistent terminology through hundreds of pages and hundreds of writers?
All who say things in different ways about the same thing.
So if it’s something as simple as.
This is how you connect the battery and anytime we talk about connecting the battery.
We use this.
Language and then governing that over hundreds of pages and hundreds of writers.
That simple example is the basis of what makes this really interesting.
That consistency built into your process, so that if you’re a coffee maker and you’re doing training.
For your burrito.
Language matters like a latte latte.
It’s it’s not a flat white.
It’s not an Americano.
Don’t confuse your terminology, but at the top of the hierarchy.
What if we all spelled the name of the company, right?
Like what if everybody that wrote at this company spelled the company right or or used the right name?
If you’re American Express, or you Amex or you, American Express or UAE, and if everybody does it just slightly different.
You have no consistency and you have.
No brand voice.
So just those simple ideas.
That’s a that’s a guideline.
So then you move from there.
What else would you do if you could make sure that everybody creates a piece of content with the right name spelled correctly?
What else would you?
Do and that’s where this gets really interesting because you start thinking in terms of, well, I sell really weird meat.
Nice products that people I can’t hire people that know about it to come in and write about it.
And I had a customer that was in the insurance space and sold insurance for equine husbandry so I can’t hire people that walk in here knowing how to write about that.
OK, first you need to tell me what that means and then he told me and I was like oh cool, I get it and and then too I I see what you’re saying.
So by teaching the system to identify terminology, match that terminology and look for correct terminology, I can create content in domain without domain knowledge and that starts to change the game.
On how you hire, how you on board and, and the value of your employee base.
So as a city boy from New York City, I’m assuming equine husbandry means horse breeding.
Well, one of the things this reminds me of is a very important field or part of a field in in managing data and we call it the overarching piece as data stewardship and that has a lot of facets.
One of them is master data management.
Where when we say something or when we more importantly name a fee.
Field or column in a table somewhere that we use a name that everybody understands and that the entire enterprise agrees.
Oh, that’s what’s in that particular column, and it turns out that it sounds simple.
It really does.
It’s like, really, you know, this is how how hard can it be.
But I remember a conversation once about what does a day mean.
And it meant different things depending on which department, and in some cases you have to create these.
These dictionaries that say you know in the sales department that day means this in the software Development Department today means that and it’s very much this inter intra intra enterprise.
Communications process, and it sounds a lot like what you guys are doing except.
You’re adding some automation to it.
You’re applying AI.
You’re looking for that consistency, which is really where master data management serves well.
So I absolutely love that now.
One of the questions that I have is, is there a generic set of rules that applies kind of as a baseline everybody when they start using your product they they inherit this baseline?
Or is it completely blank and everybody has to coat it up?
So you can.
You can turn it on and use, you know standard style guideline, AP Strunk and White whatever as the basis of what you do.
But the the value of the product is making it your own, and that’s where I mean.
If in a future world, turn it on with a base.
Guidelines set and let the audience teach you, and you build up over time the the guidelines for your audience.
Today it’s about doing that capture to be able to pull all that information in and make that usable guidelines.
That so question follow up about that audience feedback.
There’s some notorious anecdotes about people creating bots in social media and having the blocks go sideways based on feedback.
It’s there yet there are.
Is that, uh, worry.
Is that a concern?
It’s it’s something that we’ve talked about for years.
Actually, it’s been a big part of the way that we’ve communicated, even even at the investor level about what we do.
There’s always that risk with AI that it goes full sideways and and because of the audience that we’re working with from a customer standpoint, because it’s an enterprise pitch and not a consumerized.
It’s it’s less likely to be, uh, a major challenge.
And most importantly, we’re not.
We’re not making those changes for our customers, we’re not forcing them.
It is just guidelines.
So if you start to see guidelines that are.
Things that you wouldn’t want, right?
You wouldn’t have to act on them.
I mean, right now what we’re seeing is.
You know things like inclusive language.
This has become a very important aspect of what the enterprise is dealing with.
Everybody has a diversity and inclusion officer within their organization.
Everybody wants to be better and it’s not just about, you know.
Using a a database on a website that tells you things that you shouldn’t, shouldn’t say.
It’s also about providing education for your your end users for your writers, for your employees, so that they understand why.
Because not all of this inclusive language process is intuitive.
There are things that we say that none of us would ever have any idea where they come from.
What the basis of those are, you know, things like peanut gallery or or even saying something isn’t up to par from an inclusion standpoint.
Not everybody golfs and might not know what you’re talking about, so being able to.
Not only say here’s a thing that maybe you would like to remove from your content, but here’s some reasons why and what we would expect is over time and what we’re starting to see with our customers is that over time people don’t.
Need the guidance for specific terminology as much because they’ve learned that, oh, I had no idea that was insensitive.
Cool, I’m just not going to do that, so it’s it’s it’s a I actually teaching real intelligence to be more sensitive.
It’s a bit like guardrails then as opposed to like new.
So you know what you’re saying.
And I like the fact that you know it’s still up to a human judgment to make that decision.
Yeah, I mean it, this is still it’s still an art.
’cause I think it also.
’cause think it also?
There’s still arguments.
We need to leave that in.
No, that makes a lot of sense.
That makes a lot of sense.
So at this point, this is where we do the pre canned questions which should have been attached to the.
Invite. Yep, awesome.
And given that we’re having issues with our.
Her audible sponsorship because I think for some reason it got the URL changed so I don’t know.
If we’re gonna ask that one.
Yeah, we could talk about that, like, uh?
Yes, it changed.
So they changed the URL on us and the whole program on us.
Maybe there was an email sent, maybe we missed it, who knows?
They could, they could use Acrolinx anyway, yes, uh, how did you find your way into this kind of data in AI or data driven marketing like?
Or did you find it?
Or did it find?
You I I got confused way back in 2003. Actually when I found myself in my first.
AI company, uh and interestingly it wasn’t one mentioned because nobody would mention it, it was model.
Golf model Golf was a uh golf training software company and the basis of this technology was a composite. The gathering of of 2000.
Segments of an individual.
Two second golf swing across hundreds of top golfers to create a single individual composite that eliminated each one of their individual weaknesses to create the perfect golf swing.
And then we would overlay that golf swing over a golfer to improve their golf game.
The technology was amazingly complex.
And there’s just this huge system that had been built up over years.
I know any of that until I just happened across that business.
Joining with a VC that had purchased that business.
Uhm, coming here to acrolinx.
I knew exactly where I was going so I didn’t really trip into it here.
This is a huge need in in my world coming from international software companies where your greatest content creation minds are not necessarily the best writers, the.
Editorial process is super painful, and identifying acrolinx as an answer to that.
It’s kind of like that hair club for men thing.
I’m not just the President, I’m a customer.
I mean I.
I use this product every day and my team couldn’t live without the product we we build.
Eating your own dog food, I think is a is a powerful metaphor.
Which may which may or may not be understandable to your audiences, so maybe that would be flagged.
That may be something yeah problem.
That may something yeah problem.
I don’t know what a dog is.
Right, right or you know.
Or just like who would he dog?
Food like Dana there there’s.
I mean, I mean, there’s.
A lot of art in language, you know.
Oh yeah, and there’s a lot of kind of what’s the fancy word for illusions?
And kind of subtle references that not everybody would get.
And then as you kind.
Of deal with.
You know different cultures?
I mean, you know you can’t right just because it’s in English doesn’t mean it will be intelligible by someone in Japan.
Or you know, Indonesia, like it’s just.
You know so.
So, and that’s one of the things that we do as well as be able to take all of this content, strip it down to source.
Translation have it translated somewhere and then take it back through acrolinx and put back in some sense of of voicing guidelines in that foreign language so that you’re creating something that’s cool here.
And I want it to be cool someplace.
So it’s their definition of cool is probably fairly different than ours, so being able to translate that base thing, take it from flowery language down to source content and then bring it back to localized flowery content is is another thing that we do.
I remember when I when I worked for a large German bank there was an English translation for like a recruiting website.
And I read it, and while it was mechanically correct, I mean they used phrases that no American would know.
Like you know, in in Germany, cell phone would be handy.
So like they wrote like.
Keep your handy.
Like what does that even mean?
Like you know, it’s just like it is adorable, but like it’s just kind of like what do you mean you don’t call it a handy only call the cell phone?
It’s adorable though.
Well, can we call it a mobile phone?
Again, no one really uses it and you don’t understand it but that.
I mean that sounds.
Awkward like that it.
Yeah, there’s this old anecdote.
I mean old like back from when, when the years began with the one where the early early attempts at automating translation.
And, uhm, there’s an anecdote.
That said, they fed into the machine.
You know, something in English.
Had it translated to another language, I believe it was actually Russian, and then they had that output translated back into English to test and see.
And I think they skipped the step where they took it from.
Flowery, or, you know, metaphorical down to the basics, the both ways, and they put in the flesh, as the spirit is willing, but the flesh is weak.
And it went to Russian.
And then it came back as.
Let’s see, the vodka is good, but the meat is raw.
That’s what I believe in.
Yeah, and you can see.
Kind of how that went, but it’s it’s like Frank mechanical translation, you know, but it’s fascinating adding that step I I can’t imagine number one how difficult that is.
I get it.
And #2 just the amount of metadata you’ve got swirling around about expressions in other languages that you can then substitute to add the flowerree back.
Yeah, I mean it’s it’s.
It’s a big process to be able to do that.
I mean, all of these things, words, language English is difficult enough.
Now go and do it in German.
Go and do it in Japanese Scandinavian languages it’s it’s a fun challenge to be a part of.
Sounds like it.
Speaking of fun, there’s actually a subgenre of videos on YouTube I’ve seen where they’ll take a song.
And translate it back and forth on Google Translate between different languages.
Until it kind of stops changing.
And then they’ll sing that one of the ones, and maybe we’ll put in the show notes if I could find it.
Is The Fresh Prince of Bel Air.
Translated like 50 times from English to Mandarin, then to Spanish, then back to English.
Something like that and it just sounds like so bizarre.
It’s kind of like there’s like a sentence or two, like, oh, I.
Can see where that kind of makes.
Sense, but it.
Was just it’s just funny and I think.
It shows kind of an.
Extreme example, but a funny example.
Hello Bailey here.
I just wanted to make sure that our loyal listeners knew about Frank and Andy’s new podcast about quantum computing.
It’s called impact quantum and it helps data and software engineers prepare for the coming quantum computing revolution by bringing in the best minds in the field and having them explain the watts and the whys of this new technology.
Sure, Frank and Andy are the hosts there too, but I am also part of the show, so if you can’t get enough of me, rest assured that I do the voiceovers there as well.
Now back to Christopher Willis.
Our second question is, what’s your favorite part of your current gig, Chris?
I mean, I think it’s the company that I worked for.
I mean, this is an interesting place because we are NLP and there is a lot of language and art within this.
Like your average software company, we hire a very diverse employee base of of skills that most companies don’t have, and one of the things that we did during the the the COVID period was create this weekly coffee match up and you get matched with somebody in the.
Company most likely that you don’t know.
And having conversations with with the scope of people that we have in the organization has been really interesting and fun because.
I wouldn’t run into that.
In my past experiences.
Uhm, you kind of know what you’re going to get at a mobile cloud testing company or a mobile app development firm.
But here just the diversity level and the people that I work with is really awesome.
Cool, so we have three fill in the blank.
Questions complete this sentence when I’m not working, I enjoy blank.
Uh, coaching CrossFit?
I’m a CrossFit coach.
Oh interesting cool.
Very cool, our next one is I think the coolest thing in technology today is blank.
The rise of content intelligence, so being able to make all of this more valuable from a use standpoint, it’s another area that we’re leaning into.
But there’s a lot of companies in that space that are making content ensuring the content is valuable in its use.
So you’re spending a lot of time and energy creating it, it’s.
Our final completed sentence is I look forward to the day when I can use technology to blank.
Wait any number of things.
Right now it’s probably an and and I bet there are solutions out there that do some of this, but be able to foresee my my analytics needs and actually build reports for me.
The way that I need them to be built.
I’m having a huge problem hiring an analytics.
Leader for my operations team.
It’s very difficult, so we could just have something that knew exactly what I wanted and built my reports on it that.
Would be really cool.
Very cool, yeah.
So our next, not a fill in the blank, is share something different about yourself.
But we remind people we’re trying to keep our friendly family friendly rating here so.
So I have a tail, no don’t I.
I think the difference.
Is and this is the question that comes up the most when I talk to the media is how are we even talking to you?
I have a theater degree from a liberal arts college.
Uhm, I went off to college to be premed biology was at 8:00 AM my freshman year.
That didn’t really match.
With my new lifestyle in college and dumb and and I, I had done some theater in high school and.
Thought I should.
Devote the rest of my life to the stage.
And I realized waking up, you know, software junior year.
What have I done?
But I corrected it.
Right, so the second half a junior year and a senior year, I backed it up with a minor that would at least help me get a real job.
You know, philosophy, uh?
I’m so so helpless, helpless as I was.
A very noble pursuit though.
That was coming out and being able to use the skills that I acquired in college to actually a get a job and then these be successful in that job I, I think, makes me a bit different than a lot of my peers who come out of degree programs around engineering their coders.
That become marketers in in my peer group here in Massachusetts. Almost all of the CMO’s in equivalent companies have technical backgrounds. I owned a Commodore 64 in 1983.
But that’s that was as technical as I got.
I had to learn a lot I.
Yep, sorry, I didn’t mean to cut you off.
But I can see.
Those both of those aspects playing into it.
Theater being, you know all about communication.
I mean, that’s that’s huge in marketing and then philosophy.
Well, I, I think it’s a good bedrock to base anything.
You know anything that requires understanding.
And then couple those two together.
I I remember a Scott Adams book where he talks about aligning different skills and how when you get like two different skills together they create this.
This really nice.
I don’t know the right word, but a very nice combination at least, and I can see both of those fitting well.
Into marketing, especially which you you’re doing now with AI and communication.
The the theater aspect of it, so I didn’t act.
I’m not a great actor.
I don’t know what to do with my hands so so I directed for four years and what I took away from that that I now it defines me in my role is you have castle right people.
That’s first thing you’re not on stage.
They’re on stage.
You need to provide them with the right context, blocking prioritization to be able to do their job.
And then you need.
To get out of the way.
And your only job is to help to keep them on script or on on on the on the words in the right places, breaking down barriers.
To make them more successful and then you just got to believe that they’re going to do what they they they said they were going to do, and that’s very much how I managed today.
I can’t micromanage.
I don’t want to.
I don’t have the time to.
I’m doing other things.
Things so I need to put the right people on the stage.
I need to give them priorities.
I need to make sure that they have everything they need to be successful and then I need to let them do their job and that’s gotten me the ability to hire people that I never should have been able to hire at the companies that I’ve worked at, from much larger companies because they know that they’re going to come to this.
Company and be able to do all the things they’ve always wanted to do.
And it’s it’s helped me get really great teams in place.
Very interesting, interesting.
And where can folks learn more about you and your?
Uhm, so I’m on. I’m on LinkedIn at CP Willis, UM and then Acrolinx is www.acrolinxarrowlnx.com all of our information is there or you can find me through any number of socials I’m sure.
OK, but make sure you use Christopher P.
The singer is not me anymore.
Fingers not you, nor is the vineyard person.
No, but God willing things work out.
Uh, and do.
You do audiobooks.
Or can you recommend a good book for audience?
I well so so I do, but the last one that I listened.
To God, what was?
It you know the guy that wrote the Martian, yes.
Is it Andy Weir?
Yep it is Andy Weir.
Andy Weir just released a new book.
Uhm called Hail Mary.
A guy wakes up in a spaceship.
I he thinks he’s on a spaceship in the middle of space along with two dead bodies, and he has no idea how he got there.
That’s all you need to know.
I I didn’t read the Martian.
Uhm, I was on a road trip with my dad last year during the pandemic.
Uhm, and he popped that into the.
I’ll echo Andy sentiment and all that nice British lady and the show.
Alright cool, definitely put that on my list and well audible is kind of sort of a sponsor, but we don’t have a link right now ’cause they changed the platform on us that is in progress right now, so hopefully by the time this show gets published that’ll be fixed.
And if that is the case, we’ll have Bailey kind of explain that.
So with that anything else you’d like to add, Chris.
I’d just like to thank you Chris for being on the show, taking time out of your day.
I won’t speak for Frank, but I had a great time.
I learned stuff.
I always love it when I learn new stuff.
So thank you so much.
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