Transformation Over Transaction with Ben Rabner

Our host Katie Richardson explains today’s guest on the What’s Working Now Podcast to be “unlike anyone you’ve ever met.” This opposite of run-of-the-mill marketer is a customer experience and innovation LEADER. Join her incredibly poignant and inspiring conversation with Ben Rabner, marketing CMO of Costa Vida,  as they discuss how to be true “agents of change ” from the perspective of someone who not only doesn’t fear big changes, but gets excited about total rebranding. Learn the benefits of maintaining a place for transformation, both inwardly and in the workspace, and see some of the incredible decisions Ben has made to keep his work genuine while his passion stays fired up.

3 Key Takeaways

• Why it’s important to be willing to be uncomfortable
• Why you should focus on transformation over transaction
• The three main focuses of Ben’s team that always result in success

Listen to the Full Episode

Show Notes

[1:13] Katie explains how she met Ben in woodshop in college

• Ben’s journey as centered around the theme that ignorance is sometimes bliss
• Being thrown into the deep end
  • “It started as wild curiosity. You see everything as possible” -Ben Rabner

[4:14] The several businesses Ben has worked in that made him redefine himself

• Going back and getting his MBA 
• Working in Adobe
• Curiosity and wonder as motivator to keep coming to work
• Being the chief marketing officer at Costa Vida

[6:57] Ben explains his “midlife crisis” and Puberty at the same time

• “What do I want the next 25 years to look like? What do I want them to be?” -Ben Rabner
• The opportunities to really build something without losing touch
• “I like to focus on transformation. And that’s because I love business heart and soul.” -Ben Rabner
• Burning the brush in front of his coworkers path; being the spark
• “You have permission to come up with a wild and crazy idea. And if it blows up, let’s talk about how we evolve from that.” -Ben Rabner

[11:50] Something Ben experienced that informed his perspective on life

• Graduating college and taking a twist
  • Going to work for family of a family where it required no thinking
  • After two weeks, falling in love with design furniture
    • Building a portfolio after work and in between lunch marketing himself
• “It’s a crazy idea to start out of your living room. But why can’t we? That’s true grit.” -Ben Rabner
• The “True Grit” of that really reflective moment

[16:55] Pushing the humility aside: What Ben is exceptional at

• The difficulty identifying what you are magic at as a creator and grinder
• The Ben VanDiagram
  • Photography, design
• Ben’s story of the brutality of presenting his art in a creative art class
  • Wanting to quit every week, and staying persistent
  • The Mac computer and the new drawing program
  • Where he finally found his passion!

[24:10] What drives Ben forward

• Curiosity and when someone says you can’t do something
• Making room for curiosity inside of his corporate leadership role
  • “You have to set aside time to be creative. I try to share what I’ve built with my coworkers.” -Ben Rabner

[29:40] What Ben did really differently from the get-go in his new high role

• Spending the first four weeks working in the stores
• Getting inside and understanding on how things function
• “We need to focus first on ‘How do we help our own team?’ and discover who we are and why we do what we do.” -Ben Rabner
• Why it’s important to be willing to be uncomfortable
• “If you focus on transformation over transaction, the dollars always follow.” -Ben Rabner
• Start inside of the walls before fixing the marketing outside of them

[36:07] Three focuses in Ben’s team that result in progress

• Are you acquiring customers?
• Are you increasing the customer visits?
• Can you increase the average check size?
• Totally Rebranding

[41:00] Something Ben does consistently every day

• Reading! Lots and lots of genres
• Exposing himself to new things like music
  • His British rock and roll taste
• What Do You Do with an Idea? by Cody Amada
• Maybe by Cody Amada
• Elevating the Human Experience By Amelia Dunlop
• The Heart of Business by Hubert Joly

[47:00] Advice Ben has carried with him

• I’d rather burn out of flames than rust away
• Our life should be about driving and creating
• Katie’s invitation to take Ben’s insight and apply it to ACTION

[51:23] Ben’s advice for those who feel like they’re also in mid-life crisis and puberty:

• People will forget what you did and said but will never forget how you made them feel

Resources

What Do You Do with an Idea? by Kobi Yamada

Maybe by Kobi Yamada

Elevating the Human Experience by Amelia Dunlop

The Heart of Business by Hubert Joly

Connect with Ben on LinkedIn