Saul Colt (@SaulColt) is one of the world’s leaders in word-of-mouth marketing. Over the years, he’s bolstered the reputations of his companies and clients by connecting audiences with brands, and by making people think, laugh, and cry. A well-known and well-liked figure across North America, Saul has built a network of creative pros and in turn those relationships have helped build his own reputation.
In this discussion, we hear how Saul became a connector, how he spent his character-building years as a comic book writer, and how he still struggles (surprisingly) with his own shyness and fear of rejection.
Get The Episode
- Download The Busy Creator Podcast, episode 24 (MP3, 51:39, 74.5 MB)
- Download The Busy Creator Podcast, episode 24 (OGG, 51:39, 47.3 MB)
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Show Notes & Links
- “Do you know Saul?” is the question; not a Breaking Bad reference.
- Saul describes himself as “North America’s best word-of-mouth marketer”
- Creative Mornings
- Tina Roth Eisenberg, aka Swiss Miss
- “I do more listening than talking.”
- Debbie Millman’s appearance on The Busy Creator Podcast
- The Crying Indian in those “Do Not Pollute” ads
- Design Matters, Debbie’s long-running podcast
- Saul grew up in a family business; came up writing comic books
- Malcolm Gladwell talks about The Connectors in The Tipping Point
- The Cult of Saul
- “I want to be known for my accomplishments, not just for being the life of the party.”
- America’s Funniest Home Videos
- Saul spoke at 38 conferences in one year
- “People shouldn’t try to fail. They should try to be as awesome as possible.”
- Jen Mussari is also not a fan of failure on purpose.
- “There’s a fine line between boldness and foolishness.”
- Microsoft’s $900 million flop
- Saul coordinated a skywriting stunt for Xero
- “If you get those ideas that are worth being fired over, you have to do those ideas.”
- Saul did an Evel Knievel stunt (mainly just to wear the jumpsuit)
- “Everything has been done already. To think you have any original ideas is ridiculous.”
- Laugh-Think-Cry: Saul’s formula to include humour, insight, and emotion in any event or stunt.
- Be “crazy with a purpose”
- “Not everything measurable is great and not everything great is measurable.”
- Snapple’s giant popsicle stunt … that failed.
- Likemind or Meetup to connect with people
- Prescott has a very personal workflow for podcasts and audiobooks involving the now-retired iPod Classic and several iTunes plugins
- Every Which Way But Loose
- LinkedIn and Facebook, for planning lunches and events in different cities
- Notebooks (and presumably pens/pencils)
- Do more listening than talking
- Fearless execution. Don’t be frightened by crazy ideas or blow-back.
- Let others get credit, but also list your own accomplishments
- Tell first-hand stories, it has a greater impact
- Pick an end-goal first and work backwards
- Pick a unifying icon or reference that can resonate with everyone
- Vet an idea against “Laugh-Think-Cry”
- Use your network to meet cool, interesting people
- Always try to be home on weekends, and don’t ask people to hang (because they might say no?)
- Carry a notebook; allow yourself to be inspired by anything
- Email your people to get together in different cities
- Look for odd street art and museums; treat each visit to a city as if it’s the last time you’ll be there
- Arrive in town early and ask people if they want to hang out. Use passive aggression if necessary.
- Exercise every day.
- Watch a movie every day. (perhaps while exercising)
- Wake up before 7; don’t check email in bed.
- Scan RSS feeds, read about 1/3 of articles
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