Intro: What does it take to redefine your business and reach your full potential? In this episode, we sit down with Peter Georgariou, the CEO and Founder of karmadharma, a full-service marketing agency dedicated to helping organizations achieve their goals. With a background spanning national sales, marketing, and operations at top media companies, Peter has a wealth of experience guiding SMEs and non-profits through strategic planning and brand-building. But his true passion lies in being of service to others - whether that's supporting his wife and two daughters, or amplifying the impact of the organizations he works with. Join us as Peter shares his unique perspective on how businesses can evolve their value proposition, leverage their strengths, and make a lasting difference in a fast changing and digital society! Website: http://www.karmadharma.ca Stay In Touch: https://www.linkedin.com/in/petergeorgariou/ https://www.linkedin.com/company/karmadharma-agency/ https://www.instagram.com/karmadharma.agency/   Script: I am very aware and my sense of urgency is very high on how short our walk on this planet is. That's what culture is going to be changing every time something changes within the organization. People are going to read this. My friends are going to read this. Maybe they don't see me in that lens, but I think that's where the magic happens, Erin, like getting them into like being out there as themselves and letting go of the good and bad opinions of others.  Let yourself jump off a cliff once in a while and see what happens. Here's all the benefits for you. Here's how this is going to change your world. My favorite thing is to sell it, to change somebody's mind from like resistance to like, oh yeah, okay, I get it. I'm going to do it. Bring it on. --- I'm Jordan, CEO of a five-year-old consulting firm. Our journey has been rewarding, but we're now facing challenges in a rapidly evolving market. The demand for digital transformation and specialized services is growing, pushing us to adopt and stay relevant. Securing long-term contracts has become tougher in an economy filled with uncertainty, impacting our revenue and growth plans. Competition is intense, with both new and established firms fighting for the same clients. I realize I need help to navigate these turbulent waters, redefine our value proposition and get us from where we are today to our big future goal of becoming the go-to consultancy for digital transformation, guiding businesses through the complexities of technology adoption to enhance their competitiveness and innovation in the digital era. And so I'm me, Erin. I'm very happy to have Peter with me today, the CEO and co-founder of Karma Dharma, a B Corporation. And Peter, I'd love for you to just tell us a little bit about you and what you do and why you do it. Get started there. I want to change the world, Erin, while I'm here. Life is short. So yeah, CEO of Karma Dharma, we're a strategy and creative agency here in Ottawa. And we're slowly moving into a little bit of what you guys do into that people and culture as we realize people need a little escorting along their journey to help them along. So anything from strategic planning to full service, creative agency from creating brands to websites to you name it, and we take them to market. So that's us over there. And why I do it, I want to help individuals and organizations have the courage to be themselves in this life, kick some ass, you know, like it's, it's, I am very aware and my sense of urgency is very high on how short our walk on this planet is. And I'm assuming walking asleep at the wheel is not a great life. And designing a life of meaning is not easy. So we'd like to help them in that journey. So this is a fictional client of ours, we're going to pretend that we're working with this client. But, you know, what would you say, you know, when you read this story? How did you feel?  I feel like when I hear the word compete to start, Erin, I get nervous. I think that's especially working with a lot of small businesses. And in the B Corp world, there's a lot of small businesses, solopreneurs, as we've chatted about. And they're starting often from that scarcity mindset. So I think the mindset from the beginning is something I like to work through with our clients. I think there's plenty of business for everyone. There's always been competition in every industry. Sure, it can vary a little bit, but digital transformation right now, I'd say is a hot topic like sustainability consulting. I figure there's a lot of people trying to do that. So I think there's a lot of demand and he needs to figure out how he rises to the top of the supply chain. Okay. So what would make you a good person for Jordan to work with on this topic? What's special about you? Gotta call my mom for that one, Erin. I think we ask good questions. I think we really want to work with our clients to a shift that mindset, like I talked about, and help Jordan find his why, because there's one thing there's doing digital transformation, but why this is his jam, why this is his life's work, or why it's part of his life's work. And what's his zone of genius and all that like where is he really the guy for this or his organization is the place to go and figuring out you know it's not any ingredient in their recipe because there's a lot of overlap in the industry and there's a lot of commonality and digital transformation but i would say there's an ingredient set that i'm convinced that Jordan and his team have, um, that we can help Tice out, you know, and tease out, I should say, um, and then help him develop messaging to go to market with that. Like how to, how does he convey that people have difficulty distilling themselves, the essence of themselves and why people should care. Um, so we joke that we're professional distillers over here, minus the gin. But yeah, I think we are a good fit to help him figure out how he is different in the market. Because there's either you're the cheapest option or you have to differentiate. There's only a couple of ways to win. And so he's got to figure that out. And not just against the people his size i find a lot of the people we talk to compare to themselves so there's nobody doing it exactly like us but there's a lot of substitutes for them there's a lot of different ways to do it or they have this philosophy oh the big guys are eating my eating my cake um and so i think it's just navigating that conversation to figure out where they are mentally at the organization and then helping them elevate above that into their own spot. Okay. Um, so you said that, uh, well, one thing I love that you said was the zone of genius and Patrick Beck, that David, I don't know if you know that gentleman, he wrote a book called your next five moves and it's awesome. So I highly recommend that to anyone listening. But he called it the zone of fascination. And I just love this idea of like the zone of genius and zone of fashion fascination. Tell me how do you tease that out of a person?  Um, I think in all your secrets. Yeah, no no are you kidding no they're not that secret um I think it's creating early on a zone of trust here and with these people like literally having a conversation around you know why are you doing what you're doing beyond the table stakes I need to feed my kids and all of the just stuff, how we show up just to pay our bills and to bring them to a spot of meaningful contribution. You know, I believe we're all here to be of service to our communities and to allow people to dream a little bit about that and to go beyond the functional aspects of work and why this lights a fire in under Jordan's bum or, you know, like why is this his place? So I think it starting from creating a zone of trust where there's no wrong answers and not a safe space, cause there's no pure safe space, but creating a brave space where this person can, you know, speak to what their challenges are, their fears are, why they aren't showing up as their best selves or something I fought with a long time imposter syndrome. Why, oh my God, it can't be me. Why do I have the answer? Why would they believe in me? Like a lot of us are fighting this in certain different ways. So just leveling the table or the playing field that he's human, we're human. You don't have it all figured out. Neither do we, neither do your competitors. So why don't we just really hone in on your spot and your sweet spot? And in a, you know, I was born in the U S I've been up here for 40 years, been a long time, but I find in Canada, we are very conservative business wise. And we are very fearful of quote-unquote bragging, whereas, you know, you told me at the beginning of this call, there's nothing wrong with selling. So I think that getting out and saying, hey, why are you awesome? Why should they pick you? And it's okay to tell people you're awesome. You don't have to be a jerk about it, but I think you can go out and tell the market you have something that you believe no one else has. And oftentimes, if other people are doing that, perhaps it's your why that's going to differentiate you. You're doing this to rebuild your community, to save the planet, whatever that might be, right? To help people, small businesses get out of and compete with the big boys, whatever that might be for him and his business. of compete with the big boys, whatever that might be for him and his business. I think it's diving deep and getting out of talking about the senators and the weather. It's just harder than you think for some people, because even in the way you positioned your case study, it's a very transactional, I'm in a competitive land state. How do I stand out? And then, okay. So these are very versus, okay, how do you make this your life's work?  You're going to spend 40 years at eight hours a day. That's a lot of frigging time. Why don't we just make this something that at the end of your days, you look back and say, Hey, I made a difference while I was here and reposition what you're doing through that lens. Yeah, definitely. It strikes me that the kind of what I would have called sort of the BHAG of the case, the guiding businesses through the complexity, the becoming the go-to consultancy for digital transformation, guiding businesses through the complexities, blah, blah, blah. As you were talking, kind of struck me that there is no why, you know, there's nothing that has to do with a why in that statement whatsoever. Not that this is a real case, but this is again, something that I've seen over and over and over. Yeah. Well, I, yeah, I think that back to the transactional nature of, of businesses or, or jobs, right. You know, people are in this because I need to provide and it's not available to everyone. I even think at times it's of the privileged few who get to think about something beyond just putting food on the table and being up a couple rungs on Maslow's pyramid. I think it's a privilege. But I also think it's a mindset, you know, whether you find that through the work or outside of work, you know, becoming that best version of yourself in service of the world is low key or the goal of every human in whatever form that takes for them. really helps them stand out. And it helps them stand out even in their language and how they communicate that once they found that resonance in their inner self, not to get too woo woo. But, you know, once they've done that, all of a sudden, it even infuses meaning for them into what they're doing and the impact they could be making. And hey, all of a sudden, I'm going to walk you through a digital transformation that's going to, if you get this right, cut your costs, allow you to compete with bigger players, allow you to provide for your family or those trips or whatever that means. Digital transformation could change the lives or will change the lives of entrepreneurs and businesses and their employees and all these things. There's a massive ripple effect of Jordan getting this right. So now we're talking, we're not just talking about switching, you know, to your project management system.  We're talking about helping people live a great life, you know? So I think there's something underpinning any product or service that can, if you are passionate about it and it's not just transactional, I think there's an opportunity there to have people dream bigger a little bit. Totally. And like you say, like, I think, you know, your why doesn't have to be changing the world over that many hour why. No. It could be, you know, I had this idea in my head. This is me talking. I literally had this idea in my head since I was a child that I wanted to be an employer. And that was because I wanted to be able to give people somewhere to work, you know, somewhere I wanted to help them have a life, right?  Right. So that could just be the goal. It could just be, you know, I want to give my employees the most people possible, a great life and somewhere stable to work, you know, because there's a lot of unstable work in the world. There's nothing wrong with the why being, you know, just your internal community. That is your why. I don't know. A hundred percent. I think changing the world is intimidating. I mean, I put it out there, but I think everybody's could just be, I need to provide for my elderly parents. I could like, it could be that gamut is huge, but it is usually beyond the business itself, right? It is, you're generating this money and this income to use it as currency or as energy to go fulfill what you want out of this life, right? So I'm with you on that a hundred percent. So if Jordan's your client, you know, and he's coming in, he's saying we need to stand apart. Yep. You obviously, you mentioned you start with why the self-awareness, the understanding of, you know, who, who, who they are and what kind of impact they want to make, whether it's the community or the world, where do you go from there? Then we start working on, you know, this is the branding side of the house for us is really how they want the world to perceive them. Right. So there's, there's the branding side of the house for us is really how they want the world to perceive them, right? So there's the what they do that a lot of people get lost in. And it's very, you know, just, hey, I do A, B, and C. And this is, you know, usually you go to a lot of websites, they say, I do A, B, and C, it's gonna be great versus, hey, here's what's in it for you, Mr. and Mrs. Business. Here's all the benefits for you. Here's how this is going to change your world. Here's all of that. But we also work on what we call brand tone and personality. So personality-wise, how do you want to be showing up? For us, you come to our site, people might be like, oh, I love these guys, the people who tell us that. And then the other people who never show up because they thought we're dope smoking yoga teaching god knows what and so they just leave so i think there's having that courage to stand up for yourself and not just what you say but how you say it and being okay like yo this is me this is us this is the way we roll this is how it's the beginning of that engagement with people and if they feel energetically like, these are my people, or Oh, my God, these guys are scaring the crap out of me. It's pretty good. They know it up front, because you'll start to find your people a lot sooner. Because so many websites or comms pieces are just so tofu, they don't smell like anything, they don't taste like anything. They're bland as hell. I'm not saying Ottawa's worse, but I don't know. I see a lot of that. And I would say, you know what? There's something about standing out is hard for people. Being different is really hard. Like I decided not to call Karma Dharma, Peter G's media media company right i said ah this is this is what I believe in and if they don't like it they can kiss it um but the ones that do love it and i would say to jordan like as we move towards it how do you want to be perceived or there's a great question out of a conference a month ago and i can't remember the lady who said it, but she says her question was, who are you uninterrupted? Like if you would just go tell the world everything about you, your org, and you didn't have to worry about how you thought they were going to receive that information and you could just speak like that, A, it takes courage, but B, we like to work with them on that first draft. And I will tell you, we've done a lot of this where like, they're quite nervous to put that out in public. You know, the website piece or whatever, it's like, okay, people are going to read this.  My friends are going to read this. Maybe they don't see me in that lens. But I think that's where the magic happens, Erin. Getting them into being out there as themselves and letting go of the good and bad opinions of others. You know, and there's that, you know, that book, The Five Regrets of the Dying. I can't remember the name of that lady. She worked with palliative care and I would definitely. And so anyway, she goes through the top five regrets. And the number one is, I wish I had had the courage to live a life in line with my values and who I was and not to have compromised. So I find when I come full circle to doing like brand work or the teams doing the brand work for these companies is so many of them are fearful to be truly themselves in this world. And ultimately, it's so sad. You're like, wait a minute, you're paying us to help you go tell them. And then you're still like, what if they think I'm silly or stupid or not good enough, or Johnny and Mary over there are saying it different than me. And they seem to be kicking ass. And I'm like, well, you're not Johnny and Mary. And I think you standing up as yourself is the ultimate gift to yourself. That's not easy work, Erin. I don't think for a lot of people, right? To just like show up because you are going to have the haters and you got to, we really want to print these t-shirts. We need some courage ourselves. I want to have these t-shirts that says F the haters. You got to let go of these people who are just not your people. Yeah, absolutely. I will say something though, that you said right at the beginning there, I want to, I want to touch on this because you said something like, you know, they might come to the website, they might see karma Dharma, they might freak out and run away, but that's okay. Cause we're not their people or whatever. Yeah. I want to say like, if, if anyone's listening and they go to karma Dharma's website and they're like, Whoa, if if anyone's listening and they go to karma dharma's website and they're like whoa freaky like they're not I would I would hold on to that feeling for a minute because that might be exactly what you need you know you might need to be a little bit scared if you're getting a little comfortable um I know I feel like the best moments that I've had, the best learning, the best mentors, the best teachers are the ones who challenged me. You know what I mean? The ones who were like, I was like, I don't know, man, like, I feel terrified to go there. It sounds like a lot of work, you know, maybe it's not like do it anyways, because to me, that's where all the growth happens, right? But then everything else you talked about through that entire, you know, that last couple of minutes was all about fear. A lot of it was about fear, right? So- Amen, yeah, for sure. So facing your fears, if you can support people in facing their fears, I think that that's the most valuable thing that you can do for other people. What a gift. And it just happens to be, we do branding and marketing, but I would argue that back to my intro saying, helping people have the courage to be themselves in this lifetime. And I'm still client number one for me. I went to a conference six weeks ago and this lady gave a workshop on imposter syndrome and took my breath away, Erin. I was, I can't believe I'm still battling this at three months from 50, you know, and, but it was just an extreme motivation for me as well to take that leap of faith into, okay, I still have some letting go. I'm not, everything I've said is very far from preaching from a place of mastery. It's really from a place of practice that I'm still working on, talk to our team about all the time. And letting go perfection is not possible. It's actually a, it's a plague, this perfectionism thing. So anyways, I think full circle is this journey of stepping forward into courage or back into fear is a constant decision at every moment in your life. And you have these opportunities and sometimes you just need some people on your side to help pull you forward a little bit. Absolutely. Yep. Or drag you kicking and screaming sometimes. Maybe. Maybe. It's funny you say that because we talk a lot about, you know, we can't do your pushups for you or we can't want it more than our clients. So sometimes as we can open up the coaching mindset and approaches, we can present it to you and help you find that solution for yourself. But the dragging rarely works, right? We joke about it and I get it. And sometimes you get dragged along and you're like, thank God I did. I mean, I have teenage daughters and most of the time I lose, but occasionally I drag them along and win. But helping them find that intrinsic motivation within, right. To help pull them out of their shell or that conditioning that's been like, you know, protecting them from judgment or whatever that might be and letting them like, you know, just peek open a little bit and looking out. or whatever that might be and letting them like, you know, just peek open a little bit and looking out. Maybe it's not the dragon kicking and screaming. Maybe it's let yourself jump off a cliff once in a while and see what happens. Yeah. Mama birds are doing it all the time to their baby birds and there are lots of birds around, but yes. You got it. You got it. So what is the relevance is the relevance to, you know, the market research, competitive research, you know, all that jazz, like, what is, is that important to your process? Or is it, you know, mostly like really getting to know yourself at a fundamental level? I feel there's like the right answer and my answer and I don't know if their mind's the right one, Erin. We do a lot of competitive research just to see how the other brands are positioning themselves, how they're presenting themselves both visually and in their messaging. So it's really good to see that. The counterweight to that is sometimes that can get you away from what you're trying to accomplish because you're like, Ooh, yeah, we should do that. Or we should say it like that. Or I love that you start going to see these websites or documents and you're like, you know, they've got it nailed down or they got a big marketing team. I don't know what, but so, so yes. And still hold space for, despite all, when I launched Karma Dharma, or I would say this for crap, any restaurant out there, if you did your market research, you'd say, oh, well, this market's saturated. There are tons of players in this market. You know, there's a million marketing firms or there's a million even the strategy side of both of our businesses there are lots of people who can help you do this um same for restaurants so why the hell would you ever go open up if you see because the market research could tell you oh there's no space there right or it comes full circle to the intro of your question of your case is i'm competing big and small and all of this. And you're just like, I got to go. And then immediately you're in this scarcity mindset. I've got to go eke out my little bit of this. And I'm not so sure that's the healthiest place to be launching from. So I think back to the people thing. I think anybody's business, your people are out there. They are waiting for you. You need to find ways to go help them find you, obviously. But so I say yes to doing your homework. Don't ever not do your homework. But I'm a bad example because I started the business. I had no business plan. I said, hey, I know a bunch of people after a long media career, and I'm going to go call them and see if I can start a business and go. So I feel there's that, there's that agility, you know, you guys do agile work at your shop. So, you know, there's that ability to make some quick decisions on some initial hypotheses and have your MVP, your minimum viable product and go test it out and let the market tell you versus you kind of stewing over it endlessly on these fake website pages or your endless business plan. So yes, homework and get out, ship your goods, get out, let the market tell you if it sucks or not. And that's a hard place to be, I think, for a lot of people, because once again, there are going to be people tell you it sucks and that hurts, but there's going to be a lot of people who love you too. Yeah. What's the, what's the saying? It's like strong opinions loosely held, right? You want to go out into the market with, you know, confidence. But if, you know, based on the feedback that you're getting and feedback as quickly as possible, talking to as many people, delivering to as many people as quickly as possible, regardless of whether you think it's perfect or not, because guess what? It never will be. And that's tough for people. Yeah. I have a preamble, Erin, if Lynn Lyons was your thing, is I reserve the right to change what I'm telling you today, tomorrow, if I learn new stuff, right? Because strong opinions loosely held. I get new information. If I were to look back on our last seven years, my batting average on the correct hypotheses is for sure under 500.  There's just so many been wrong, but there's been a lot of good. And in business, you're making decisions every moment of every day almost you know so there's a high volume of decision making and kind of got to let go of those other pieces because i thought this would be great oh six months later that was stupid uh you know but but you learned something right you learned i think that i was drawn to the agile like the agile space and agile frameworks because of the fact that I'm so often wrong that's funny well what do you think about Jordan absolutely suck your instincts suck I think my instincts suck my instinct about people are great my instincts about like the broader market suck um but I what I'm really good at is helping people not be perfectionists and just get something out there. And then let's see what people think. Let's actually ask them. Because when I make I learned like my assumptions are are just terrible. Like I can't make assumptions. This is probably one of the reasons why I try not to make any assumption. So what would have your what was your answer to the market research question? assumption.  So what would have your, what was your answer to the market research question? I think it's a yes. And because I think people want to feel like we've done our due diligence. So from a business perspective, you, I think we have to do some market research for sure. But the market changes, especially right now, the market's changing very quickly. So I think going out and, and talking to people and being and being okay, even like with your business, like holding your business somewhat loosely as well, so that you can have the space and the mindset to shift if this are or aren't working. If they are working, you do more of that. If they're not working, you do less of that, right? So, but I do think, I think that the research is important to help you understand what the variables involved are, right? I agree. And I really, you said holding your business loosely. I've figured actually it was someone from Invest Ottawa actually who told me the worst tech companies are these guys who are married to the technology they've created and not the problem they're trying and not the problem they're trying to solve. So they're like, look at my widget or my features in this. And then they're, well, nobody's going to pay for that or wants that. And then I realized for us, I guess, us Karma Dharma back to the full circle on the why is we know why we exist. We want to be a movement for individual and organizational fulfillment. We want to help these people live their best life. So the products and services we offer today may or may not be with us in five years or 10 years, because I'm not married going to have a creative agency or we're going to really focus on this section of the business where more really all of our energy is towards the impact that we want to have. And we'll figure out how we layer in business services to create that underneath. And that is loosely held big time, like, you know, and I'm saying this to my team, Hey, I'm not sure. We'll have all these products and services in time probably, but maybe not. But that just allows us this space for that growth mindset to find different ways outside of ourselves or find partners who do things we don't do and bring them in.  And like, it just allows for a much less rigid structure around how we want to solve these problems. And I don't know, I would like, clearly I'm biased, but I'd like to gift that to people to more loosely held vision of their business, right? And what they're trying to accomplish will allow for a lot more inputs to come in when they're ready to receive them. Yeah. I mean, it does. I mean, similar to your work, the work that I do is often considered an investment for clients, you know? And so it's tempting to want to go in, and this probably goes for any business, digital transformation included, Jordan, where there is an investment to be made. You want to, you know, your clients want to believe that it's, this is the last time they'll ever have to do it. Right. But the, yeah, but I mean, chances are that this is maybe the first time they're ever going to have to do it. Right. When we go in and we support with um culture shift shifting a culture guess what culture is going to be changing every time something changes within the organization someone goes on mat leave someone especially small business you know what i mean um so you need to be continuously improving that and i think same with your marketing materials too. You can't just, it's not just a one time deal, right? I don't think. this November.  Thank you. And my wife and I are not the same people we were when we got married. And so we've had the ability to grow together and stay together and learn together. But the same for your organization. When Jordan started his business, we look back on stuff we did three months, six months, 12 months ago, and we don't recognize ourselves, right? Because we've changed the way we're approaching problems has changed like our, from proposals to content to you name it. Everything's changing all the time because we have individuals have changed. And people want so much certainty. I feel there's like this fallacy of certainty. No, no, no. This is the right thing. And we've got it nailed. And then, okay, tomorrow the market's going to shift a hair imperceptibly and sometimes you have mega shifts like chat gpd gets launched 18 months ago and then every service business in the world is you know uh having to pivot but i think often change is so small and minute until you see it like six months later and you're like hell a lot a lot's changed in this little while and so I would say back to back to Jordan or to any small business owner is what we're doing today is a stake in the sand for who you are today um you know and a lot of our work funny enough if I come back to Jordan and the case study is you you know, we're finding in, we do the strategic planning work like you guys do. And so there's part of it there, you know, okay, here's where we are today. We're at point A, we want to essentially a strat plans. Here's point B, we want to get to point B and here's what it looks like to get there. And we're realizing back to the culture work you guys do, Erin, is the bigger issue is not identifying point B. the bigger issue is not identifying point B. The bigger issue is that gap and who do you have to become to achieve point B as individuals, right? Because there's no org change without the people changing it. You are where you are because of who you are today. And then helping them becoming mindful and change that thing. And to your point, culture changes every time there's a mat leave or whatever that might be. But holding a little grace around the fluidity that is life and business, right? And that's not always easy.  Yeah. Okay. So this has been an awesome conversation. And I just want to say thank you for coming on the show. And I have one final question for you. And that is, if you were Jordan, what's the one question he should be asking? I think it comes back to, if I only get one, Erin, I think it comes back to initially like, why you and why is this your life's work? Awesome. That's really good. All right. Thank you for joining me, sir. Thank you. It was a pleasure. It was awesome.  Thank you so much for inviting me. Don't forget to stay weird, stay wonderful, and don't stay out of trouble. 

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