You’re not just the owner of a business, says Terrence Lomax, founder of Journi. Whether you like it or not, in this digital age, everybody and everything is a brand, too.
That means building community around content will lead to more and faster success rather than relying on direct selling and advertising. If you’re a professional service provider or small business owner he says you can’t avoid being in the content business these days.
We talk about what content to create, where to put it, and how to ensure it’s the most effective. Terrence says it’s definitely not just about posting to social media or shooting some cool videos.
He shows us how to cut through the online noise and reach your ideal audience, as well as…
- The one fear every entrepreneur must overcome
- Why he turned down a high-paying client – and you should, too
- How too many companies spin their wheels on social media
- Exploiting your business’s biggest asset
- And more
Mentioned in This Episode: www.journi.co
Jay Sparks: Hi. This is Jay Sparks, your host of Finding Unique Value, where I interview business leaders that have found unique value in their business or industry that others have not seen or explored.
I’m excited today to be joined by Terrence Lomax, founder of Journi, a video branding company that works with high ticket service industries to help clients become the leading brand in their niche. Terrence provides value by combining a couple of different things that are typically separated. He combines brand positioning, social video, and new client leads in his business.
So instead of hiring three separate agents to do this or three different employees, Journi is able to do this all in one shop. This provides incredible value to his clients, and I’m sure there are other benefits that we’ll learn about too.
So welcome to the podcast, Terrence. Thank you.
Terrence Lomax: You’re welcome. Thank you for having me.
Jay Sparks: Great. Could you take a minute? We were talking earlier about your background. It’s really interesting how you came to be leading Journi. Could you take a few minutes and just tell us, those of us that don’t know you well, where you came from and how you got to be the founder of this firm?
Terrence Lomax: Yeah. From the personal end or from the LinkedIn business, places I worked type of end?
Jay Sparks: Just tell me the personal piece.
Terrence Lomax: Okay, yeah, yeah, yeah. All right. So, I was born in Boston, grew up in Boston. Right here over in Talbot Ave., Codman Square. Anybody who knows Boston knows what that area was like 25 years ago, 20 years ago.
I was in a unique program education-wise that was called METCO. METCO takes kids from the inner city and gives them an opportunity to go to school in the suburbs, to diversify the type of students that are in these towns.
So my mom put me on the waiting list when I was zero, I got called when I was six … five, sorry. So, took five years to get called. So, it’s a pretty sought after program. A lot of parents looking for us to get “better” education, and those schooling’s that have more resources. So, I was in that program from the time I was in kindergarten, all the way up to I was a senior in high … I graduated out of that program. And I was in Lincoln and then I was in Lincoln-Sudbury.
So, every day, an hour and a half, in the morning and on the way back for three hours, traveling every day to get to school and then to come back to school, just to have this opportunity to get schooling elsewhere. So that’s the school.
Jay Sparks: Yeah, yeah. No, yeah, no. So, how was that… because you added three hours onto your day that most of your peers didn’t have. So, you must’ve showed up really tired.
Terrence Lomax: Yeah.
Jay Sparks: And got home really tired, right? So, how did that change when you’re looking at your classmates who were actually in that town and didn’t have to do that? How did that-
Terrence Lomax: That’s a good point. Yeah, you obviously feel a little bit of animosity, right? Because this guy’s just taken a shower and driving his Audi to school. You know what I mean? And it’s nothing against that part. It’s just, “Man, I don’t have that. I’ve been up for two hours.”
I’m always the person who tries to think no matter… Obviously things happen in life, but I try to think of things as not good or bad. I try to think of things as an experience happens, and events happen and then, how would I like to use this event to better myself or grow myself, whatever that may be. Even also death, something like that. The worst thing you can think of, I still think, “Okay, what is the takeaway here that I can use, use to keep building myself.”
So, I say that to say when I think about my class. I think about that ride, and I think about those people that were in that school with me are still to this day some of my best friends, because they have the type of loyalty that gets built when you, hey you’re standing at McDonald’s with this guy getting a sausage egg and biscuit at 5:00 in the morning too, with headphones on, you all are sharing this music together. It’s building this bond that is really hard, especially as you get older you just don’t have that type of time with people anymore. So you just never forget that, you guys are stuck together, going through this experience together. So that’s the take aways, I thought that was a good thing.
Jay Sparks: Yeah, no that’s great. So how did that get you to the next step, right? Because soon after that you started to get into more movie making, right?
Terrence Lomax: Right, yeah. So I was … Again, schools had a good amount of resources so our high school, I will say I was not the best student, I wasn’t a 4.0 going to Princeton type of guy. School just wasn’t my thing. I loved the people in school, I loved the teachers in school, teachers loved me, but as far as taking and regurgitating information, I wasn’t the best at it.
I learned, I know now, especially with the tech things. You can tell me about the Apple iPhone all day with a spreadsheet and a PowerPoint, but you put the thing in my hand, I’m going to learn a lot faster. And I saw these kids, we had an elective block, and during this elective block these kids were walking around, 3 or 4 kids, with big huge movie cameras- this was 20 years ago, almost 20 years ago. Crazy. And they’re walking around with big movie cameras. And they’re joking around. They’re doing back flips, joking, jumping off the walls, and I thought it was a joke. I said, you know, what’s going on? You’re going to get in trouble if the teacher sees. And they said, “No, we’re not going to get in trouble. This is a class right now.” I said, “This is a class?” I literally stopped and said, “You’re getting credit for whatever this is?” And they said “Yeah! It’s a video class.”
I want that. I just felt like it was fun, they get to be outside in the summertime and spring time and that’s how the thing starts. It started as I fumbled and fumbled my way into this elective, then I said “I can get credit to joke around with friends and film stuff?” Whatever. I didn’t know what I was going to do. I was going to get credit for it, so that’s how the whole thing began in that. Me and my best friend ended up taking that class, who then later became my business partner.
Jay Sparks: That’s incredible. So, it wasn’t even that you loved movie making?
Terrence Lomax: No.
Jay Sparks: You just knew that this typical structure – sit down, doing a worksheet – was just not working for you? Yeah one of my kids is exactly the same way. And that’s not, now that we know now, insight. It’s nothing to do with you, you were born that way. That’s why you can be so creative whereas for me, I’m thinking 1 2 3 4, I’m not thinking of these other purposes. That’s why you’re more likely to take these 3 disciplines and move them together, because these are not normally together. What you do, what I know as an outside, as a business person, these are very separate things. So my mind is a silo, and that’s not a good thing because they need to be integrated.
It’s kind of like in the early 90’s, Microsoft Office was the first group of software that learned to talk to each other. And all of a sudden the value really came out. It was those applications. Kind of like this. Branding is important but if you don’t have a video content piece of it, it’s less important. And you don’t have a way to generate leads and why are you doing it in the first place? You go, is it to check a box somewhere? And you apparently found a way to do all that in one fair swoop which is fantastic which we can get into in a minute here.
So, you started to do this movie making because it actually fit with kind of how you are naturally hard wired which is great, so of course you enjoyed it. At what point did you deicide, “I want to get good at this.” I don’t want to just do it, I want to actually be really good.
Terrence Lomax: Yeah, so. I think it’s like a fork. It’s funny the person I was with, my best friend who I was doing this work with in high school, his name is Marquis he was a start athlete. He went to go become a D1 football player, and I was a basketball player actually. And people would always joke, “What are you guys hooking up with each other?” Because we had to go in this dark room after we filmed things, and we’d go in there and it was like a sport. And I just got addicted to the ability to take these, and basically manipulate footage. That’s kind of a bad word, but to essentially make stories out of it. It’s something that we filmed together, so and the fact that we could start telling our stories through this thing.
It was way before YouTube, way before Facebook, anything like that. So I know in my heart that is was a passion because I wasn’t doing this for likes and selfies. It was just up in a dark room with editing software just magnificent. “Wow, this soundtrack is my favorite song” and I just fell in love with, and we just started falling in love with it and wanted to make it better and better. It was kind of like woodworking. And you’re thinking, “The table is done, just give me the table.” And they’re just chipping away trying to make it better and better and better. No one’s telling you to do this. You already got the A, kid. But we just got fanatical about it. And every story we would export, we would just want to do another one and another one. And you go to sleep at night I remember having ideas about “what’s the next movie going to be about? And what’s the next one, what’s the next one?” It’s short films we were making. It’s a passion.
Jay Sparks: Was there any point when that switch flipped or did it just happen over a period of time as you started learning? How was-
Terrence Lomax: Well, the switch flipped and it was that I wanted to keep continuing doing it more than the class. Oh yeah because I remember more than the class, and they would say, “Put it down and go to your next class.” And we were begging the guy, I remember begging the teacher, “Hey, can we come back after school? Can we please open this up? We want to keep editing.” It was like an addiction. Which is funny, because no one wants to do that work now. Editing is one of the most sought after disciplines right now because everyone wants the content but nobody wants to edit. So that was actually therapeutic at that time. It was tough, but it was therapeutic at that time to go through with.
Jay Sparks: Now do you think there was a connection between that and being an athlete? It seems like there’s a lot of similarities right? You’ve got to try things, you’ve got to fail, you’ve got a lot to learn. No one starts out being the best. You just start, kind of learn the basics, and go through it and once you get better if you want to be good you’ve got to be the guy that’s there early in the morning, late at night, because there’s always someone else practicing. If you’re not practicing more, you’re never going to win. So did you see a lot of similarities between your basketball career and film?
Terrence Lomax: Actually, to be honest feel like the worst ethic and the discipline of practice in basketball and sports and fundamentals, I felt like it was completely the opposite of it. I felt like I was able to get creative and start using color, and there’s a lot of creativity and sports of course, but it just felt like me being in a separate world. Which is kind of cool because we showed up to basketball practice nobody at basketball practice cared what we were doing, like they didn’t understand.
You got to remember there’s a lot of kids that are serious about film. And they were like, these athlete kids, what are they doing? What, are they joking around? And so, it almost felt like we are proving ourselves so that, you may think that we are something that you didn’t expect us to be, but we have talents too. So, I think that was the competitiveness but as far as actual creation, their creative process was actually a little bit therapeutic in that way, that it’s not actually like a coach telling you to run this play oh, you know? You’ve got to run this play right or you were going to be sitting out. There’s no play in film. There’s no play in creating videos. You create the play. So, I think I found freedom in that, you know?
Jay Sparks: So when did you first get your first film product?
Terrence Lomax: So, we made this movie, it was about Madden actually, you know, John Madden the football game. it was a really goofy movie, at the time we brought our friends into it and it was just about playing Madden, kids cheating, and it was funny. We got our friends in it, and we thought it was a joke. we created it, it took up the whole semester to create this, present it to the class, the teacher gives us an a, but not only does he give us an a oh, he says I think you guys might have just been getting your hands wet. I don’t know if that’s the actual term, but you know. Getting your hands into it. But, I think you guys have some serious Talent. He said, I want to invite you guys to come next year oh, that would have been our senior year, to go to the advanced class which was actually called the Art & storytelling and film.
The first class was intro to video. Use technology, play, learn, create. This one next was about storytelling. You know, how do you story-tell with these things? I was excited, but again I just thought, I don’t know what my friends thought, but I just thought, great another way to get credits for free without doing anything. This was fun, you know we had a lot of fun doing it, another way to get credits doing the same thing? Great, let’s do it again. That’s how we ended up getting into a much more serious class and much more serious work in creating, you know? So it’s almost like the things found me, I didn’t really find the things, you know? I didn’t go searching on this journey trying to figure out what I want to do with my life when I get older. I was just following intuition and then things started presenting themselves.
Jay Sparks: Yeah, yeah. When you like something it makes it easier. I mean, you’re good at it, which you were able to get good at it very quickly so it is really fun.
Terrence Lomax: Right.
Jay Sparks: So it’s not necessarily follow your passions, it’s probably you’re good at it. Basketball, I don’t know if it became easy for you, but you were good at it. So it was way more fun.
Terrence Lomax: yeah, exactly. The Devil’s Advocate to that situation is, there’s a few guys that are actually dropping out of the NBA right now, it’s kind of crazy. People are like, “what, are you crazy? That’s a 1%, only one in a billion or million people make it. And the guy was just saying, listen. I’m good at this thing naturally. I’ve Got God-given Talent oh, but I don’t like this industry. This is killing me mentally every day. I’ve got to wake up with of 50,000 fans and I don’t want it anymore. I want to go be an artist or work on Wall Street, I don’t know. But for me I thought it was a good balance of both. I like the thing and you are right, I had to have some sort of talent, or we had to have some type of talent that the teacher said hey, go get to the next level, you know?
Jay Sparks: Yeah, so now what did you do next? You had this experience in high school which is amazing. Not only did you have the video but now, fast forward however many years you spent, storytelling is the focus of everything. Everyone’s trying to get better at that, right? And you learned that when you were a teenager. It’s incredible, right? So what was the next step? Now that you had this experience?
Terrence Lomax: Yeah, so I had this experience. I go to college, my friend goes to college and in between that, the story we didn’t touch on, and that next class, The Art of Storytelling, we didn’t even touch equipment for 6 months or four months. It was all the nuts and bolts. I remember just big sheets of paper where we had to write boxes and cartoon and shade and go frame by frame. It was the hardcore Steven Spielberg Edition how do you do filmmaking? Which taught me a lot.
Jay Sparks: Was it fun?
Terrence Lomax: That was not fun. That was excruciating. Because we just want to get out there and shoot. And they are like, no, you’ve got to learn these things because they are very important. I was really learning at the time from a marketing angle, which I didn’t know at the time, was that I was understanding what the power of messaging. Because you tell a story this way with this message, and switch it even just hypothetically oh, it changes the outcome. So, that has nothing to do with filming. That has everything to do with crafting. That’s extremely important today. I actually think it’s more important than having beautiful cameras and talent and makeup and all that stuff. It doesn’t matter unless the messaging is right. And that messaging work at the time we were focusing on and we were figuring out, what’s the foundation of this, what’s the fundamentals?
Jay Sparks: It’s incredible you learned that so young.
Terrence Lomax: yeah I don’t even know if I answered your question but, from there we won a film festival. Without trying, at that time. We made this film and this one class, we made this whole thing in 6 months, and then you make one film. We made the film, a short minute film I think it was 15 minutes long. The teacher again he just saw something that we didn’t see in ourselves and he submitted it to a film festival and we won in the film festival. And to give you a perspective of how much we didn’t think it would the important, we missed the film festival to go to the biggest senior party of that year. So we’re like, Film Festival that we’ve been into, or big house party out in the suburbs? We are going to go do that. And we went and did that and I still have regrets for it, but it is kind of crazy.
I think that was, again you get these little signs along the way that I like, no, no, no, stay close to that. Stay closer than you might have thought to that. I went to school for communications and marketing and I completely didn’t think about film again for five years. I just thought at that time, again, no social media, no content on YouTube oh, I just thought what am I going to do? Go to Hollywood and become? I don’t have the resources for that. I can’t make a career doing that.
Jay Sparks: Did you not want to do that or would you have done it if you had the opportunity?
Terrence Lomax: of course. And someone is like hey, when you get out of here Steven Spielberg has a spot for you. Of course I’m going to focus everything towards that but it didn’t seem logical to me. I just didn’t see a path. And no one was actually trying to help me oh, you know, do it this way. So, I just kind of let it go. And I’m so young so I was thinking, I will find something else along the way. I will find another passion along the way. And I was very passionate about music and marketing at that time as well. I wanted to get into the music industry at that time. Which I did, in the story we’ll get to that. I ended up in the music industry, but a different way that I thought I would end up in the music industry.
Jay Sparks: So how did you get into the music industry?
Terrence Lomax: I’m in college, and I’m trying to become an A&R. An A&R, for people who don’t know is a person who finds Talent for record labels. I thought this was it, I thought this is what I was meant to do with my life oh, I was so passionate about music. Not making it, but curating it. Finding people and bringing them to the right people. I was fascinated by it, and I just loved it. I thought I was going to go into the music industry. When I graduated, I was going to force my way into Sony, or BMG. I was going to find a way. Some of my buddies were already into it, so I was like I’m going to let them get comfortable and then they are going to pull me right in. I didn’t know how, but I knew it was going to happen. Then, in 2008 the market crashed. The market crash didn’t mean much to me because I was in college but all those jobs were gone. Everybody in the record industry that I knew that was in there they were like don’t come here. There’s no more money in music. This thing called Napster is eating away from us. this thing called iTunes is killing us. You don’t want to come here right now. This is not a good look. And so my heart was kind of devastated.
I had a background in sales that I got right before College and then while I was in college, all commission-based jobs that got me really more into entrepreneurship. I believe that could do it because I was selling cell phones and then from the cell phone selling I was getting pretty good money, really good money for that age and I had no paycheck. I had no salary. So that was teaching me, hey wait a minute. Well everybody goes and looks for a salary, you could not only not have a salary, but you will have an opportunity to grow and create value. You know, if you can do that there’s no level to what you can make.
Jay Sparks: You’re in control. No one else can lay you off or fire you.
Terrence Lomax: Right. This place is going, they said I mean there was a schedule, but it was very lenient. I don’t care, some people were selling $400 worth of stuff per day. That’s $400 in their pocket and they’re just walking out going, I’m going to get a massage to see you. But anyway, that sales perspective and turn me into a new realm of what I would call entrepreneurship. That was the most I’ve ever made without having any steady paycheck. although when I was in high school even during this whole film thing that we were doing, I was actually my first entrepreneur real venture was, I love that Michael Jordan sneakers, I would buy them. My mom would not buy them for me, single parent single mother she can’t do it. She said, if you want these sneakers you’re going to have to work for them. So I saved my allowance money to buy a pair, wear them for a couple months, and then I clean them up and I’d resell them. Id resell them for about 80% of the value patch that with my other allowance money and go buy another pair.
I played basketball as you know. So I would see guys playing in then which meant to me, they don’t value them anymore. these are really sought-after sneakers. The sneaker industry back then wasn’t what it is today so I was buying them off their feet. I said, hey man I know we just played, and I’m at the park playing with guys. We play six games, they are ready to go home they put on their sandals, they have their sneakers, but I go hey man I know this is really weird but would you sell these? And they’re like what are you talking about? I played in these things 52 times. But I still saw value in them. And I was like, I’ll give you $40 for them. They thought it was so weird. And they were like, what? You’re just going to give me fifty bucks right now? They say, well let me think about it. And I say no, I’m probably never going to see you ever again at the park. And they do it, and they give me $50 and I go home, put it into my little system, get my toothbrush clean them up.
And at one point in time my mom walked into my room and I had seven pairs of Jordan’s sitting there. And she says they don’t fit you. I said, some of these things don’t fit me, but I don’t care. I’m going to find the buyer. At that time Jordan’s were so hot people running away in their size. They were like, I wear 11 but you got a 13 oh, oh well. I’m going to buy them because I can never get this sneaker again. This is before the internet, you know so. So that was my actual first entrepreneurship Journey even though I did it. No I didn’t make a lot of money for it, oh, yeah it’s like a stock market. You got to buy 100 fix it up.
Jay Sparks: That’s what you do right? You find things in the junk keep right? You find things people have thrown away and you find the value in it. Where did you get that idea from? Because not everyone thinks that way. Everyone knows that logically, but very few people act on it especially at your age.
Terrence Lomax: Yeah. The Jordan stuff or the cell phone stuff?
Jay Sparks: I mean anything. The cell phone was more of like a job, you learned the process and did it well and given your personality I see how that went well. But the Jordan’s, any kid in that playground could have done it. So why did you look at this exact same data differently?
Terrence Lomax: I think one, I think I literally had the balls to ask somebody. imagine me right now, even like in the adult version, hey you’re going to have to walk to your car with no shoes on but I will give you $1,000 right now. You might say yes. You be like are you sure? This guy is weird. I think having the balls to do it. Because yeah I’m asking a young boy to give me his stinky sneakers. and they’re like I know this is weird, but hey. You get my dirty sneakers, and I get 50 bucks. Not knowing that I would go to another Market with these back into the suburbs, or back at you wherever.
Jay Sparks: Maybe he didn’t want to do it. Or it’s not that big a deal to his parents. Just buy him another pair.
Terrence Lomax: Yeah you’re right. My mom wasn’t going to buy me another pair. So you’re right. It was my own addiction. The one thing we did have at the time was we had magazines telling us when a shoe was coming out so I would know. I’ve got a month and 10 days when this thing comes out.
and when this thing comes out, you got to be waiting in line. Even back then. So I’m like, I’ve got to find a way to get $110, that’s how much they were. $110. Now they’re $200, it’s crazy. $110 to be in line, and if I don’t have it I’m going to miss it. And then I’ve got to go wait until that guy wears in for 3 weeks or 3 months and then I’ve got to go try and buy them off his feet at the train station which I also tried to do. so, I think it was that need of like, how am I going to get these? How can I have them? I want them for myself, but then it became like oh you know, there’s an overflow for this process. Other people would be knocking at my door oh,
I asked my mom and people would be screaming oh, it wasn’t like lines at the door or anything but they were yelling my name. And my mom was like, why are people coming to the door? And I’m like, don’t worry about it. She wouldn’t let anybody in the house because she was like I don’t know these kids oh, so I had to bring them outside. I remember I had a rug in a mat that I would put them on. hey man, this one’s 60, this one’s 80, this one’s 50, and then sell them or not sell them and bring them back.
Jay Sparks: That’s incredible. You have a lot of the stories I read about of other very successful businesses. You didn’t have the success a typical student has, you found where the success was, and you worked it. Right? And you were an athlete too so you also learned some other things about hard work too and then you tried to make something out of nothing and you did it. It didn’t exist beforehand and you basically created the market.
So, not surprised you’re doing well now, but how did you make that next jump? So now you have a lot of financial skills just from grit and your own determination, so how did you start your journey?
Terrence Lomax: Yeah, so I’ll expedite that conversation. There’s a lot that happened in between then. I had three companies before I had Journey. Fast forward back to the crash in 08 oh, the crash of the way it happened. And I’m saying the crash of 08 now and I just remember teachers very concerned. What are you going to do? I remember kids are Goof Off in class and they would stop a class and be like, Timmy Tommy whatever, did you guys understand what you’re going into? I don’t know what she’s talking about. She’s like, do you guys understand the market you’re going into? You guys are joking around, you guys are going to have a job. I just remember her going off on people.
Now as I think about it as I’m older I understand. But at that time I was like huh? What do you mean? At that time I started with the person I was making the films with we started what’s called, it was actually a DVD Magazine, and then it turned into an online music magazine. What is DVD Magazine for people who didn’t know is literally you go find artist, or you go find something such as a podcast, you go get an interview with them or some type of content that they can’t find readily on TV at the time or BBC or VH1, and you get them to talk about things that they wouldn’t normally talk about that is unique to people. You know, maybe they talk about their Jordan collection where they never really talked about that before because every time they do a press run, people just ask them about, what was your music making process? No one is asking the questions like, your car collection how did you get into that? Or how did you invest into real estate? I asked a rapper, Tell me how you were investing into real estate. I wanted other types of questions and answers and this made valuable content. And it was called progress DVD because it was about progressing forward, even as an artist or a music artist.
So, we take our film knowledge took it back into this product that we made, and Maze DVD Magazine. And from that DVD Magazine we’re going to name artist on that DVD Magazine, what happened was YouTube came. YouTube came around 2:09, and all the content that we were selling to barber shops and sneaker stores, because we would sell wholesale and we’d be like, $2 a pop for the DVD and they would sell it for 10, if they were really advantageous $12. You know, and the rest would be margin for them. We were selling them wholesale. So obviously once that content goes to YouTube people are going to start clicking it on YouTube, they are going to be like why do we have to pay for a physical DVD? And I had to make a choice. We won our second round of it. Getting ready to put it back in the stores, and by putting it back into the store as a means of driving in a Ford Explorer dropping them off at every clothing store and any sort we could find. That turned into an online magazine because we had to bring a digital.
That was great, we brought on a team of writers and photographers and we really built something special. Anybody who is involved in that who may be listening to this, they know that what we built together at that time was very special at a special time to. But the problem with that was because we didn’t have a business model. The business model before that was we were selling physical products, but this product is you’re making all this content. I mean, people are viewing all of these mainstream artists we were getting 10000-15000 views. We could have never done that with the DVD. But the problem was, we didn’t know how to monetize it. And the only way we found to monetize again, it the Bumble into it, a local Boston artist would see that we had major artists on the DVD and on the online magazine and they would say, can you add, create a music video for us. Because we were doing free music videos for the artist. Just you know sitting and walking around. We wanted to make cool content that was going to be relevant. And then they are also going, can you also distribute it the Eger on my magazine? So they know we have reached, they have no idea what that reach means, but they’re like wait, you can make mine music video and put it on your music magazine.
Can we talk about this? At first I was like no. What are they talking about? This is disrespectful. To me being the creative director of this music magazine oh, we had t-shirts everywhere we went we had lanyards that we would make up ourselves to give out a fresh conferences, it was crazy. The stuff that we were pulling off, just by creating something, anything. And I just remember one time I said yeah, I can’t do that. And they were like what do you mean? You can’t do that? And they were like what, you need us to give you more money? I thought they wanted me to do it for free. The music artist. And I was like, yeah. What kind of money are you talking about? And they were like yeah, we said two thousand but we can give you 3000. so I’m like wait, you’re going to pay me $3,000 to make a music video? Okay I can start talking about this. And then the fact that we could start leveraging this by putting it on the online magazine that we already had, distribution, they’re going it’s more valuable to work with you. Because even if I get a better video from XYZ who is a filmmaker, but then I’ve got to go back to you. Back to you guys to put on there as an ad.
We were putting up music videos before content with big music artists. You know what I mean? Anyway, that was all long-winded but that was to say that that’s what I did after college. That was the way that I made money after college. We went from the DVD to the Music Magazine, Music Magazine to music video. And that turned the second company p.m. life.com, to think for it Productions. Think forward Productions had a long span of five, four and I have to Five Years on that. We were fully focused on the first two and a half years on just music videos. And we did 52 music videos in a year and a half. So, you break that down that’s almost the music video every other week. I mean, it was pretty crazy the amount of quality that was coming out. And why it’s not just because we are that great, but it’s because music artists were looking for an alternative to the machine that, how are you going to get exposure if you didn’t have to connect with a music label or with TV? We’re going to go through Google and YouTube. You see? So they’re going, how can I expose myself to a bigger audience using this?
Jay Sparks: How were they able to make money? Because we found that these labels create phenomenal value.
Terrence Lomax: Yep.
Jay Sparks: You get a million downloads on Spotify, what do you make? You make barely anything. Where if they were signed to Sony, artists could make a couple million dollars and that’s because the labels did a whole lot of the work. Were you able to step in and bridge that gap between-
Terrence Lomax: No, that was way too big of a machine than I knew what to do with at the time. I knew that we could create MTV level video content and they were really happy about that from a brand perspective. These guys can make it look like I’m Jay Z even if I’m not, which was very valuable. And it was also like, I have a place to put this. It’s just that basic. Even if it went to YouTube, then after that they’d have to figure out how to do something. That was the farthest I could get them. There’s an artist, rapping and singing at a coffee shop, and I’m at least getting them to YouTube. And a lot of times they would have to have a PR person to get that video to a music magazine. Pitchfork, OkPlayer, MTV.com, MTVU which is the university version of MTV, so they got to take it from there but at least I got them there.
Jay Sparks: I can see the beginnings of your journey here. You’ve got the branding
Terrence Lomax: A little bit yeah.
Jay Sparks: The leads.
Terrence Lomax: Yeah. And I mean, Twitter was getting bigger, Facebook was getting bigger, but to your point it ended because there was no repeat customers. And they didn’t have a system to get a return on investment and we didn’t have a place to get it to a music label. It’s not like they found us and said, “we see what you’re doing with these artists, forget about all that. We’ll just bring you in house and buy you out.” That didn’t happen. It happened to a lot of others but it just didn’t happen to us.
And I was getting burnt out. You know, every artist wants that next creative genius thing and it’s like all right, for what? $4,000? You want the next Thriller. And it just started burning out. I was getting older at that time and I was like if I’m going to do all my creative marketing and film energy into something, I want it to be a sustainable business. So my though process was to start pivoting to small businesses that had sustainable businesses. I wanted people that had been in businesses for 10 years. Why? Because I knew somewhere in there, they had a marketing budget. I knew they could somehow be able to pay us consistently. And we could bring all of our creative juice and technicalities around film and all that. Whatever it was going to be, at least I was doing it for someone who had a sustainable model. That was the idea.
Also, I can’t leave out that we were brought into the boston.com into their incubation lab. They wanted to be like a Cambridge innovation venture. And they were trying to become cool again. And they were trying to rebrand themselves from Boston.com to Boston Globe. And they were trying to figure out the differences between the website and the physical paper all that, collision of timing is happening and we’re there as a startup company. And we built that into 22 different startups in that space. And the funny thing is, I’m a big believer in God and that was God’s timing.
Jay Sparks: You said we, was that Journey?
Terrence Lomax: No this was Think Forward. These people, I needed office space. Somehow this thing linked me up to this person that ended up at the vice president of Boston.com. He brings me in, I’m just looking for a seat like, “Hey man, I’ll go sit in there. I don’t want to interrupt anything you’re doing sir.” And he’s like, “No. I mean yeah we’ll give you a seat, but we actually need help building this whole thing out. Would you want to be a part of this?” And I was like “Yeah. This is a cool opportunity.” Yeah we had a good run. I still don’t think they utilized all our expertise and our talents but I also understand now that that’s the behemoth of the beast of corporate America.
I took it very personal at the time. Why are you bringing me to these meeting asking for my input, and I’m giving you my input. I know these things work. And you don’t execute on anything. And then when I ask them, did that make sense? And they’re like yeah. But then 3 months down the line nothing is executed. It hurts you. Am I not valued? Why doesn’t this work? And it’s funny. The big behemoth Boston.com today, I drive by it every day, it’s being torn down now. It’s gone. And I wonder sometimes, could we have made any type of dent had they listened? Because Journey is on the up. Boston globe is on the down. That’s not just because of me, that’s because of the world. And I was just trying to help them make that shift a little better. But I’m still thankful for the opportunity that I gave them to open my whole world up to digital marketing and advertising and I learned so much from just soaking up presentations from different people. From everybody who would come-
Jay Sparks: You really did know a lot more than all the other executives.
Terrence Lomax: I don’t want to say that, but I knew something that they didn’t. They knew a lot, but I knew something they didn’t.
Jay Sparks: What were they missing that you had from your filmmaking experience?
Terrence Lomax: It’s hard to put into words. they were afraid to build real community. Around content. They were just so fixated on Advertising platforms and advertising content. I wanted them to think more like Facebook and Instagram, versus digital site value. You know? And at that time I wish they would have started the process of redefining what news is. Because news was changing. Twitter was getting big at that time and they were trying to fight it. They weren’t working with Twitter. Later at the end they were, but they were trained. It’s almost like, that doesn’t make sense. That’s not real news you know, we’ve got the general it’s been around for 20 years. There was value to that but they weren’t respecting but there was a value to people educating other people with their own platforms.
Jay Sparks: They also have a different view on branding than you have.
Terrence Lomax: Yeah that was one of the big defining light bulbs that went off in my head. I sat with, it doesn’t even matter. The name of this person doesn’t even matter. But I sat with a very high-level exec, I was reading a book I will never forget it was called Design Thinking, which was an architectural book. I was reading this architectural book called Design Thinking and the book was talking about the power of Brands and Brands going forward and how everybody is going to be a brand going forward. And I remember going to that c-level Suite meeting and I said guys, we really have to focus on brand. What is boston.com’s brand going to be in for what Niche audience? And I just remembered them going brand? What are you talking about? And they were literally asking what are you talking about? and I couldn’t believe it. This multimillion-dollar, billion-dollar place or whatever, and you don’t even know what brands.
Jay Sparks: It’s because they want to just get comfortable.
So I think that’s also a problem that all of us business owners have if we’re not already thinking about it. So how do you help people bridge that gap? How do you help the dentist or he business owner that thinks a brand is some kind of squishy thing where it’s blue vs dark blue. This is me, I have to communicate who I am. I’m not going to have a business in 5 years. Which is where we are kind of heading.
Terrence Lomax: right. Well I think we, I would say that number one it’s important for them to understand, and I remember doing this at boston.com I was like you guys are too big. You guys keep getting in Audible trying to make them do. It was just like a big versus big. It was like big dog big dog, and I remember saying, what if you guys made boston.com and we sit down having a site for each individual niche of York? So I’m just making up one right now. Boston.com, women’s volleyball. Boston.com… Hip hop bars that. Boston.com, a site specifically dedicated to each individual Niche Under the Umbrella because I know they couldn’t stop being big. Because you’re getting eaten alive by these little niches that are just nibbling at your seats, and eventually they’re going to nibble all the way through. And I look at that and I never really made that connection. Until today, just now.
Yeah, it’s really about, no matter what industry you’re in from a marketing standpoint, a lot of those guys are still focusing on reach. How much reach can I get? Reach is not the game anymore. Yes, reaches important but reach to what audience? Because over the last 20 years everybody was, from 1950 to the late 1990s it was just about Candace business get the most reach? Can he Outreach his competitor? But it’s going the exact opposite direction. Because the customer has all the, they have a lot of the power because they’re looking for the information. You have to reverse-engineer the idea of reach. the most simplest terms it’s just focus on one Niche audience, and position yourself to be the best for that Niche audience. The problem is a lot of those businesses are very scared to speak to just one persona.
Jay Sparks: Yeah. You don’t to give up any leads if you’re a realtor, a lawyer, or an accountant or the dentist. It is hard so what they’ve been doing the last 20 years is what they’ve been taught. But now is very different because of the phone in our pockets.
Terrence Lomax: And Seth Godin, I love Seth Godin as a thought leader. As a marketing leader. Ans he says you’re already giving up the led because if you were Oprah you wouldn’t need the lead. Right? You’re better off saying I’m a financial wealth consultant for, I’m making something up right now, for I’m positioning myself through the financial wealth expert for retiring professional athletes. So, yeah. You’ve got to give of leads from Terrence, you’ve got to give it up for now. But then you get Kyrie Irving and maybe you get Gordon Haywood and that leads to his brother who’s an MLB player and next thing you know, in 5 years you’re seen as not just a guy with expertise as a financial wealth consultant, but specifically that understand our pain and problems as guys who are trying to re-identify ourselves. And we didn’t even finish college. We need people like you that we can trust, but we need to know that you understand our story. That’s what it’s coming down to. It’s not just about your expertise, its “can you connect the dots between your expertise and my story? Whatever my niche is?” And that’s the marketing communication that actually connects.
Everybody thinks they have these channels. I have YouTube, I have Facebook, I have Instagram. Man this is great we have all these channels. But they are diluted because the content is not connecting with people because everybody else has the opportunity to market as well.
Jay Sparks: Speaking of all those different forms, how do you look at Facebook, LinkedIn, Twitter, Instagram, do you look at those as people need to use all of them or does it depend on the industry or what they’re trying to talk to?
Terrence Lomax: Well first off it starts with the business goal for me. Do you need to be a 5 million dollar company? Are you trying to be Uber? Or can you be just uber for your town? If you have a big hairy goal that I want to fight uber and I want to get Lyft conversation then we’re going to need a lot of these, and we’re going to have to be very strategic over time and the resources about how to do them. But then if you’re just like “I want to have 100 customers paying me on a monthly basis” then we can probably just focus on one podcast or one blog and really max it out and really focus in on it. It’s great that these platforms are all available but it’s just like tools in a toolbox for me.
There’s plumbers that can probably get it done with the same wrench they used 30 years ago, they’re that good with that one thing. Then there’s others that have this state-of-the-art tool tech box, they are selling them, and at the end of the day, they don’t even need all those tool boxes. Though they don’t know how to use them, they just like looking at a cool box. Does that help?
Jay Sparks: Yeah it does. So how about people I see some people that are constantly on social media whether it’s Twitter, Instagram, Facebook and wondering really if that’s a good use of their time. If you’re running a media industry, then that certainly makes sense. But a lot of these other professionals almost as a distraction at that point. Are you able to help limit that and just focus on some areas or do you just pick one channel if you will and focus on that?
Terrence Lomax: Yeah absolutely that’s a great question and the truth of the matter is that those worlds are combining. The business operations and the people that run the business and to keep awareness, to keep connections to their audience. You look at examples like Red Bull. They don’t sell cans of whatever anymore. They’ve got a whole media empire. And they were the first ones to say, we’re actually in the business of creating content, and on the back end of that we’re going to sell products. I’m not suggesting family dentists do that, go that far. If there is a tug and pull, that’s like, are we a media production company? Seriously thinking of that? With podcasts, blogs, Twitter, Instagram stories? How deep are we going to go vs. running the actual business? How many people are going to go into that?
I think the answer is what do I suggest for it? It’s back to the business itself. Do they have the personality? If you’re running my business obviously I want you talking. But if you’re not, somebody’s grandma maybe you’re not that suited for-
Jay Sparks: Yeah. You need to have the right skills. So, can you give an example? I saw something on your website with a high school, which is really fascinating because you wouldn’t really think that that would really move the dial. I also saw a code company. It’s very different. I didn’t think that these things were necessarily they either have it in place or it doesn’t work. I think when you put it all together, I think it would help people see the benefit of working with you.
Terrence Lomax: Yeah. So you’re right. We’re not in an industry problem anymore. And that’s for anybody with a company. SO if you’re looking like, Jay says Journey does something with Real Estate agents, well I’m not a real estate agent. Can’t work with me. No. We’re in a bigger problem here. The bigger problem is approach. Journeys biggest proposition is that we’re pushing the idea that no matter what business you’re in, if you are a service provider that means that people have to deal with you and your service team. There’s no way you’re going to a massage parlor and not getting a massage. You’re going to have to talk to a human. You are now in the content business if you want to market correctly. And if you’re in the content business, the approach there should be becoming a go-to resource. That’s very different than what most people do when they get the tools in their hands for film work, for even a podcast. What’s the intent? The intent should be to become a go-to resource. When that is the intent and that is executed properly on a consistent basic, then you’re getting the ability to cut through all that noise and drive in the leads that you want.
So it’s not an industry thing. It’s whatever industry you’re in, are you going into marketing?, content marketing if you want to be specific, with the intent do become a go-to resource? If you are and you’re dedicated towards that, we are the company that can help you use all those tools to get you there. Tools as far as the technical aspect of film, tools as far as creating content strategy, tools as far as distributing. But if your intent is, “I want to talk all about me. Give me all that you guys have.” It won’t work because it’s just all about you. You know?
Jay Sparks: Could you talk a little bit about, again you don’t have to but the more I’m thinking about this, I like the high school example. Because high school is a commodity in some places. We’ve got great teachers, good students, this school looks on the outside like a school. I want to send my kids there. How does having you come in, doing a couple of video, how does that change their enrollments go up you know, 100%? It was an independent school right? So it could have been a private school so they have to get people to want to pay money to send their children there. But I think it’s hard for them to be a bad one, with the tuition they’re charging right? But still it’s typical to get people to come it. But what was your process in breaking down what their problem is and how you’re going to help use your services to help them solve it?
Terrence Lomax: This is a great case example and I’m glad you’re bringing this up. They were introduced to me by a marketing agency whom I built a relationship with over the past couple years that made a church gathering. This woman is very important. The marketing director said this school and she’s the assistant director as well. She said, I want to use film work to do a couple explainer videos. And they had a decent budget. A 5 figure budget. And I said, well let’s back up here. Can we do this? And I said yes. They wanted to compete with another private school in the area. They were losing a lot of market share to this other private school that had a longer tradition.
They saw that company’s website and saw that this explainer video is a show. And kids eating lunch and stuff. And they said, “we want to do this for us.” And that approach shifted. I said, you know, do you think it’s more valuable because you have to have a unique vision around what your school is about.
I asked her a lot about her brand and the funny thing is she had a document. Somebody had thought about this. She said, yeah I have it and she sent it over to me. I said, ah man you’ve done a lot of work here. But that wasn’t playing out through the content. And a lot this I said, man we have an opportunity here because you’ve already done a lot of the brand positioning work meaning the identity, values, experience, these are what I’m talking about. Not logo, not signage. That’s a part of it, but that’s the cosmetics of a brand. I’m talking about the heart. And she had this work there. I said, you know what? And she wanted already high end video. I said what if, for the same budget where we were going to do 2 videos, three, why don’t we do a whole series. Let’s do 24. And let’s put out a video every single week for the next 6 months. Because she was also doing something called inbound marketing, putting out blogs every, she was trying to do them every week, every month but it was so hard and she’s by herself.
I said not only can I get you the content where you can put it out every week, where you’re getting a ton more volume and a ton more value for the person on the other end. The kids. The students. The parents, that are getting this in their email. Because you get to show up. This is the whole idea of Journey. The whole idea of Journey, we didn’t really talk about this, that you’re building a journey of education for your client on the other side. It’s not just about telling your story. That was cool in 1996. That was cool in the beginning of the 2000’s. Your story is still important, but before that, before they get to that story, are you positioning yourself as a go-to resource, and are you providing a journey of education that they don’t have to stop seeing you? Because the appetite in the social spaces is that, “I want content every day.”
So, me and you do a $10,000 video. Even if you put it out the first day, and then what? They forgot about you. Are you going to keep reposing that video every single day? The appetite for the space is, “I want something new.”
Jay Sparks: Yeah. This is so amazing for me because she asked you to do something, and you didn’t do it. She was going to give you a lot of money and you didn’t take it.
Terrence Lomax: No. As a matter of fact.
Jay Sparks: Even if she pushed you, I bet you probably wouldn’t have done it. You said she was going to do the wrong thing.
Terrence Lomax: Yep. I know this is a new concept. She loved it. She said this makes a lot of sense and it’s a no-brainer. The key thing is she has the budget for it. So I just redirected the budget with a different intent and approach.
Jay Sparks: So you journeyed her.
Terrence Lomax: I journeyed her. Yeah.
Jay Sparks: A little education, right?
Terrence Lomax: Yeah. Yeah!
Jay Sparks: You listened to what she needed, right? And that’s what I liked about you when I initially met you is you were able to very quickly see things through my point of view. None of us are special snowflakes but we do have to ask a couple of questions. I guarantee you your peers in the industry would have taken the money, did what she wanted, and she would have been upset that she didn’t get anywhere. She’s asking the wrong thing because she doesn’t have your experience.
Terrence Lomax: I know the journey she would have went on. She would have got the thing that she wanted, it would look amazing. I’m not doubting, there’s amazing filmmakers that are 10 times better than me. But that has nothing to do with, are they able to connect from a branding, messaging standpoint with that film work? They are making really nice looking film work. So, you’re right. After the call, and I was checking in with her during the call and was like, “does this make sense to you? I don’t want to feel like I’m pushing you in a direction that you don’t want to go.” She said, “No, it’s getting me to the goal faster.” Which is admission. Getting the trust of parents from the school and mission. That’s what she wants. To be completely candid, they just spent a lot of money building out the school. They got investment money and they built up and said, “we’re prepared to take on x amount of new kids at x amount dollars per year and we don’t have a vehicle for that, besides what we’re doing, and I don’t feel like what we’re doing is actually working that well. I’m willing to try something different.”
That means our competitors aren’t doing it. And she was open and I give her a lot of credit for that. It paid off.
Jay Sparks: Well I mean she’s lucky that she met you. So your focus on her was what she needed, and you didn’t just do what you were told which is rare, because most people turn themselves into order takers.
Terrence Lomax: I remember telling her. I will push the money back. I’ve done this a few times. I’m talking about times where I’ve been struggling because I know that they’re not going to get what they want from it, whether they know it or not. I don’t want to be the person they come back to and be like, “I’m mad at you for x, y, z.” And for reputation wise. I can’t keep talking this way that this is our brand and doing extra other random stuff on the side. It doesn’t work. So I push money back saying, take it and you can do it. I’ll even point you in a direction. Local film places. I told her. You should check out local film places. I wanted her to have context.
I wasn’t going to say, “You like this right now? Sign up right now with multiple due.” This sounds good on the phone right? So if she put down a deposit right now and said the goal called them, she said I talked to them I get it. I get it. This is different.
Jay Sparks: And then when you went and did the work, you didn’t do what she was expecting. You did way more. You gave her content, it sounded like maybe for years.
Terrence Lomax: Yep this is stuff that can be repackaged. I like to call our content, our blog content, the blue jean fairy. Like the blue jeans, you can dress it up for going to church on Easter, or you can dress all the way down and go get a beer with your buddies and fall in the back yard. Blue jeans means that they can be repurposed, recycled and reused for many different intentions. To me, that’s value. That’s access.
I don’t think about our episodes for these clients, I don’t think about them as videos. I think about them as assets. And the problem is, most people don’t know how to use an asset, similar to your world. Is this place an asset? I don’t know I have to understand more about, how do you buy it? How do you sell it? What do you need to fix up to make it more of an asset? How do you use this place as an asset? And probably in the wealth management world, but in my world you have a beautiful thing that of each episode, there’s 24 of them, right? Now that they’re down, what can we do with these to move the bottom line? I can connect the dots. I help them connect the dots with that.
Jay Sparks: So you did filming like what over a day or two?
Terrence Lomax: Yeah. Two days. And that’s more value because we’re not doing this, and we’re not sitting there for weeks and weeks and weeks on end where line items are generated. The invoice is just going crazy You know? No. I actually stick to one number. Give me the number, and we’ll take on anything under that.
She didn’t pay a penny more. I said under that, I’m going to take all of that and get what you need now. In between that I have to fight some things to make sure that we can fit it between that goal, but you’re not going to get an invoice for extra hours that you didn’t plan on.
Jay Sparks: That’s incredible. She got exactly what she needed but not what she wanted. They got the results, they sent them to your website, they got the students they needed to fill the seats.
Terrence Lomax: Yeah. Their admission rate, to my knowledge, has never been that high. Now that’s a construct of a few things that happened at that time, not just us, but you know, everything worked together. And their social is a lot more fruitful than it was before, they’re getting to the point where- they haven’t even used these as ads yet. That’s the beautiful thing. They are going to repackage them this year with us as ads to directly generate.
That was happening all of January, which is even more special. Through their email newsletters, and sending it to moms and parents and parents sending it to other people, they were digging this content because the content was educational and resource driven. Not, come on down and walk through the school, and you need to be here, and talking bad about this other school, you know?
Jay Sparks: That’s great.
Terrence Lomax: I think the number one thing they were able to do is look at themselves as a value connector with the parents. But what I’m telling you is we are standing on these values at school. Your kid will come here, and maybe the basketball court- it’s a beautiful basketball court by the way- but maybe the basketball court isn’t as nice as the other school and maybe we don’t have a track record of winning or the football team winning the super bowl 6 times in a row but what we do have is teachers that are dedicated to making sure your student, your daughter or your son get these values instilled within their time learning here. And we got that through without saying it. We were showing it through the vlog content.
Jay Sparks: That’s why you need the video. That’s why only print is not effective. You don’t get that tone, the transference of feelings, all that that comes through. When you see those teachers, I saw that video on your website and you could tell these people really care. You could have written 10 pages and it wouldn’t have come across.
Terrence Lomax: It wouldn’t have come across.
Jay Sparks: But 10 seconds, wow great, that’s what I want to know. I can see my children being taught by this person and getting the right lessons.
Terrence Lomax: And what’s funny to add onto that, is some people see what we’re doing now. It’s funny. You probably thought you were going to get an explainer video. You probably had your budget set up, I’m meeting with a non-profit next week same thing, but I said you’re going to end up with a Netflix series, and I’m going to show you how to distribute the Netflix series, because at the end of the day you don’t have a Netflix distribution platform. So when you have the content, what are you going to do with it? You know? And how are you going to generate something like that?
And unless you’re Nike or some of these big consumer brands, you often don’t have the brand specialists you need, the content creation specialists you need, and the distribution leads specialists that you need, especially coming from social media. They don’t have all those assets. IF they do have a marketing team, it’s 2 people. 3 people. So I feel that Journey comes in and provides so much value because that expertise is all within what we do as a specialized service, and make it so they have it all in one place.
Jay Sparks: Well this interview has been an incredible journey.
Terrence Lomax: Yeah.
Jay Sparks: I love getting up at 4:30 in the morning to do your first movie, to winning your first award, to doing music videos, it’s incredible. And now you’re helping children get educated and all sorts of other things. It’s amazing, all the lives you’re changing.
Terrence Lomax: Yeah. And I challenge, this is bigger than me, this is bigger than Journey, I challenge two people. I challenge creators- if you’re an SEO guy, a filmmaker guy, a web designer, graphic designer on the services side, I challenge them to say what is on the other side or working for you? Because if the only thing on the other side of working with you is a webpage that got built, or a logo that got built, then that’s not enough value. I mean it just isn’t. We’re going into a space where why are you doing that? What is that doing for them? Not to say that appeal to them isn’t important, but challenging. Really push them. What does this mean anymore? Why are we doing this anymore? Just bring attention to it. Why are we doing this?
And then the service businesses, stop looking at your favorite brands and say branding doesn’t matter when you only buy Nike for a reason. You don’t go buy other sneakers and here’s why. Even if they were built better I bet you wouldn’t but them and here’s why. Nike, brand. You buy brands. In anything you do, even this mic. Whatever. And why do you do that? Challenge yourself to say, I’m in that game now too. I need help. It’s okay if you need help. If you don’t make that help now, that dentist office down the street is going to get it because they’re a little bit younger, a little bit more hip, they’re on these platforms and they will find someone like us. And if they do that consistently, they’re going to start taking that market share.
I truly believe you will serve better. You feel better when you know who you’re serving as a business. You’ve nailed down your most valuable client. You can speak better to them, and deliver a better dentist experience, and you can pattern the dentist experience around their niche.
I just think where we’re going it’s almost like, yeah I just think that’s where we’re going. Focusing down and building deeper than everybody.
Jay Sparks: Yeah, no it makes sense. Well, if someone is listening to this saying, I really need to talk to you, so you can help me build a better brand for myself, what’s the best way they can reach you?
Terrence Lomax: They can reach me on Instagram @Journi.co. They can reach through our site, journi.co, and then I’m just Terrence Lomax on social platforms. Or just my email. Terrence@journi.co.
Jay Sparks: At journi.co. Thank you so much Terrence for your time, and thank all you for listening to Finding Unique Value, we look forward to sharing our next guest with you next week. Thank you.