What Expert Authority World™ is saying about the show:

  • Love It!
    by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Great Podcast for Leaders
    by grice79 from United States

    So much great advice from great people. I especially liked the recent episode on upping your presentation game. Very helpful!!

  • Interesting and USEFUL
    by Banking On Music from United States

    I love being able to use the info provided by your interviewers to make my career more successful!

  • Love It!
    by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Memorial Day
    by Dave4syth from United States

    I really enjoyed the Memorial Day episode. It was a sincere and heart felt tribute to our veterans.

  • Flawless interview style
    by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to the this!

  • Great and insightful!
    by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    by Sergeson from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    by JohnnySwim32 from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    by Eric Oler from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    by KatieBrooksIV from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Super Mario
    by jamesnewcomb.io from United States

    Mario is the real deal and BRINGS IT to his own podcast and everywhere he interacts in the world. If honesty and vulnerability bother you, please move on to the next podcast.

  • Great Content! Great Interviews!
    by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Listen To The Episode

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Resources Mentioned

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Books Mentioned

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Wheel of Whatever™

[34:41] With all we’re talking about with AI, tech & A Lex …”Her” and all these different things, What do you think they’re doing with the data? Do you really think it’s a big brother thing that everyone thinks there is this conspiracy about, or do you really think it’s private?

What You’ll Learn In This Episode

**Click the time stamp to jump directly to that point in the episode.**

[0:48] ] We thank our sponsor, Acorns

[1:23] How John started

  • John is passionate about Amazon
  • John wanted to be doing something with Amazon when they become big
  • John was an Amazon fan boy and turned it into a business

[2:05] How John’s company works

  • Help maximize the revenue potential for a company on the Amazon platform
  • Focus on Amazon platforms
  • Help the company dependent on where the brand or company is in their lifecycle

[3:45] What John pays attention to

  • They look for asymmetric returns and opportunities
  • To do live video on the platform as a way to sell a product on the site

[5:22] When to use live video

  • Not for books
  • Something that would do well on QVC

[6:35] Why Amazon is dominant in E-commerce

  • They have no competition
  • They created a dynamic where most brands have to be there
  • They created a dynamic because there’s so much opportunity
  • U.S. and overseas based companies are direct importing products that get to the market fast and cheap

[8:10] John’s tips for Amazon users 

  • Focus on basic fundamentals such as right price, right product, innovative, good brand
  • Know how to out Amazon competition
  • Be an expert at the platform itself

[9:59] How Amazon changed

  • Amazon instituted actual data driven programmatic options from an advertising perspective
  • It turned it into a pay to play platform

[14:22] John’s success story

  • Brands that started from 20,000 or 50,000 a year are now doing 40 million
  • Companies making millions had accelerated growth in efficiency and profitability

[15:36] What John’s clients did

  • They have a commitment to Amazon and to the platform. 
  • They take it seriously. 
  • They put in the right investment. 
  • They pay attention to it. 
  • They make changes in their own business that they have to make the Amazon business work better.
  • They’re flexible from a test and learn perspective

[17:09] How John sees the future

  • Alexa platform is a game changer
  • Alexa will alter the way commerce is done
  • Alexa will alter personal computing in day-to-day lives
  • Progress in voice activation
  • Tweaks in things that are already successful for it to show up the right way
  • Functionality of the platform still needs to improve
  • Fundamental shift in consumer behavior
  • Real changes in the way people actually get things done

[34:41] Wheel of Whatever

  • What do you think they’re doing with the data? So you really think it’s private and no one’s ever heard of anything but Amazon?
  • It is private. 
  • They use datasets for ad targeting
  • They use the data to build algorithms

[38:11] ] Time out to thank sponsor, Acorns

[39:35] Imperfection Action Round

  • The fastest path to the cash is always add value
  • The biggest problem prospects are making are not taking a long term view of the platform.
  • The best way to maximize customer lifetime value is to be obsessed with adding value to your client every day, every hour, every week

[42:48] SPONSOR, Business Book Checklist

[43:04] SPONSOR, Acorns

[43:40] www.EAInterviews.com

Episode Transcript

Click Here to Enjoy Reading the Full Episode Transcript

Intro [0:00]

EA Interviews Episode 141. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview. 

Mario Fachini [0:13]

Have you heard of a little tiny company that’s not in the Congo, not in Switzerland, but it’s in the Amazon? That was clever, huh? I know you have. I just got a package from them today. And that is why I’m excited to learn more about how they work and how you can profit from them in your business. I have none other than the CEO and founder of Orca Pacific here, John Ghiorso. And he specializes in helping companies maximize sales and increase their visibility and profits with Amazon. I’m going to bring him up right after we thank our sponsor. 

SPONSOR – Acorns [0:48]

How would you like to grow your wealth easier than you think with the change you probably don’t notice anyhow automatically? That’s why I started the compounding interest snowball investing with Acorns and advise you do too. Get Started simply and easily today at EAInterviews.com/Acorns. 

Mario Fachini [1:05]

Here he is, ladies and gentlemen, Mr. John Ghiorso.  John, how are you doing today? 

John Ghiorso [1:10]

Hey, good, Mario. How are you? 

Mario Fachini [1:12]

I’m feeling great. I’m excited to learn what you know. Because I have not met many people that do what you do. So why don’t you take us to the beginning? What inspired you to even start this? 

John Ghiorso [1:23]

Yeah. So I’ve been doing this about 12 years. It was originally a small kind of spin off part of a family company that I pretty quickly turned into my own thing. You know, I was really personally passionate about Amazon. I think, I’ve certainly made a lot of mistakes. But one thing I’ve gotten right is, about a decade ago, I just saw that they were going to be one of the biggest companies on the planet. And I wanted to be doing something with them when that happens. So, you know, I’ve always been kind of an Amazon fan boy and then basically turn that into a business. 

Mario Fachini [1:58]

What is the main thing that you would say – if someone’s coming to you, what is the main thing you’d say you help them with? 

John Ghiorso [2:05]

So I guess the headline is we helped maximize the revenue potential for a company on the Amazon platform. And we do that in a number of different ways. But, ultimately, we don’t just want to grow a business, because we have a lot of clients that come to us and their business is already healthy and growing. We want to truly maximize the potential. So that’s really why we exist. 

Mario Fachini [2:28]

That’s what I was getting at is that you said you have various ways how you can do it. What are some of the ways that – what’s, like, the first thing you look for, for helping someone? Or they should be looking for if they want to be maximized? 

John Ghiorso [2:41]

Sure. So we’re a full service agency. We have an exclusive focus on Amazon. So what that means is we have capabilities in every facet of the platform. So for us, it’s going to be dependent on where that brand or company is in their lifecycle on the platform. But a lot of the most common elements that are really going to help accelerate a business are in advertising, robust advertising plan, and execution, content, and SEO. What we call being retail ready, which kind of encompasses all the things that need to happen before those other two things I just mentioned. So feedstock at the right price, available to customers, which seems straightforward, but can actually be pretty tricky to get 100 percent. So those are some of the big bucket. 

Mario Fachini [3:24]

When people are coming to you, you said a lot of them are already healthy companies and they don’t really need to grow, but you want to maximize it. Are those all the areas you’re looking at? Or is there something that someone should pay attention to that might be, let’s say, technical on one aspect but also just common sense on the other? 

John Ghiorso [3:45]

Yeah. I mean, literally, if I were to sort of put things in buckets, we’re doing hundreds of different things on a daily basis across our clients. Amazon comes out with a new program that a brand can participate in, literally, almost every day. There’s some new beta, some new, oftentimes way to spend money on this site. There’s lots of ways to spend money that don’t necessarily pan out. There’s a few that oftentimes do. But that’s also going to be different for every brand. So we tend to look for asymmetric returns and opportunities. Those that aren’t as competitive. So there’s a lot of opportunity in the new – in the things that Amazon is newly launching that are in beta that are fully rolled out to the entire platform. Because you can get kind of a first mover advantage. It’s a bit of an oddball one. But one I’m thinking about a lot right now is actually live video on the platform. That’s kind of a burgeoning new initiative. Obviously, you’re a fan of live video. But with the right product and the right presenter, it can be a great way to sell a product on the site. So it’s not going to work for every brand. But for the right brand with the right capabilities, the right message, it can work. And there’s hundreds of different marketing merchandising advertising opportunities to help sell more product on the site. 

Mario Fachini [5:04]

Now, if you’re on there, like I am. I have multiple books on there. Would you suggest live video for books? Or would you say it’s more for a product demonstration? And does everyone have access to it right now? Or is it only because you’ve done so much they roll it out to you first? 

John Ghiorso [5:22]

Not everyone has access to it. So it’s invite only right now. It’s actually going to be more about the affinity of the brand. Some of it is going to be relationship based. But a lot of it’s just, you know, do they think this is a top selling brand, a top selling product that could be represented well in this program? I would say books, no. Probably it doesn’t make sense. I mean, you really need a product that you can get. It’s something that would do well on QVC is probably going to do on Amazon video. It’s frankly not – it’s innovative in the sense that they’re doing it on the platform. But the medium itself has been done for 30 years on television. And like I said, that’s one of a million different opportunities out there. 

Mario Fachini [6:01]

Well, I think it’s cool that they’re bringing that stuff out there because everything is just going more and more online. I saw something the other day that I don’t know if it was Q3 or the shopping season or Q4 or whatever. But long story short, home goods on Amazon, like, trounce the top four competitors offline this past year with it. And I was just like, there’s no competition. As far as if you’re online, or off, or Amazon in that, I mean, there’s competition with on it now. But how have you seen that affect your clients over the years? 

John Ghiorso [6:35]

Yeah. I mean, Amazon is absolutely dominant in E-commerce. You know, you can talk about all of retail and they’re obviously a big retailer in their own right. But they still have no competition when you factor in, you know, Walmart, Target, Costco, and the other big brick and mortar retailers. But in E-commerce, I think they have, like, 60 percent share of all E-commerce. And in some categories 80 to 90 percent of E-commerce is just Amazon. What’s happened is it’s created a dynamic where most brands have to be there. And because they have to be there, Amazon can exert more pricing power. Like any big retailer would. You know, when they have all the cards, they’re going to make the most of it. So it hasn’t necessarily made it easy for brands. But I still think there’s an opportunity to really partner with Amazon in a net positive way. And, ultimately, be on the site. It’s also created a dynamic because there’s so much opportunity. There’s so much volume on the site that is more competitive than it’s ever been. I mean, I think there’s 500 million unique skews on the platform now. I mean, the numbers are just almost silly. You can never even envision that many products. But it’s created a dynamic where it’s not just even U.S. based companies. Now, you have companies based overseas that are direct importing products that get to market very fast, very cheap. So it’s more competitive than it’s ever been because there’s so much opportunity. 

Mario Fachini [8:01]

For someone who’s not on Amazon yet or is but is just kind of kicking it with a stick, what are a couple of things you’d recommend to them? 

John Ghiorso [8:10]

Yeah. So I’d say there’s two kind of big buckets that you need to focus on. The first is the same stuff you’d have to focus on if you were selling a product anywhere. Those are the fundamentals of right price, right product, innovative, good brand, all of those things that you have to have for direct consumer or Target or anyone else. But then in addition to that, you have to know how to out Amazon competition. Because you have to just assume everyone has a good quality product. Everyone has a good brand. That’s not enough. You also have to be expert at the platform itself, in terms of the way it functions, how SEO works, how content works, how the advertising functionality should play into your overall strategy. So you have to be good at all the things you already had to be good at to be successful in this business. Plus, you have to layer on top on Amazon expertise. And you know what we see -obviously, the agency guys are saying, “Hey, everyone. We should hire an agency that’s self-serving.” But I wouldn’t even say that. I’d say everyone needs an expert, whether that’s someone in-house or you hire an agency, and there’s lots of ways to approach that. But having Amazon be part of somebody’s job or kind of an afterthought, you’re just not going to get the maximum benefit out of it. You may get some sales. Your product may be there. It may not be a disaster. But you’re never going to squeeze all the juice from it if you’re not really focused on it as a working station. 

Mario Fachini [9:36]

Some great Expert Authority insights. Because I’ve learned a lot from others I’ve had on the show that don’t do what you do. But they do a lot more with Amazon than I ever thought was even possible. And you had mentioned something and I saw it on your website, too, with the ads. A lot of people don’t even know you can advertise on Amazon. They think you just drop something on there one time and that’s it. 

John Ghiorso [9:59]

Yeah. So this is the single biggest change on the platform in the last three years. Amazon used to be a much more organic democratized platform. It was really about showing up being in stock, having good content, putting your best foot forward. But maybe doing some marketing, which was always sort of vague in terms of the results or what you actually got out of it. Once Amazon instituted actual data driven programmatic options from an advertising perspective, and then took over a huge amount of real estate on the platform with paid placements, it really turned it into a pay to play platform. So today, if you type in any keyword on Amazon, probably five out of the first ten results are going to be paid. So as a brand, if you’re not taking that seriously, and your competitors are, there’s really nothing you can do it over. Like, if you don’t have the advertising piece handled and figure it out on the platform, even if your product is better or, frankly, even if it’s lower priced, that’s not going to be enough. Your competitors are going to eat your lunch. Now the flip side to that is there’s a huge amount of upside opportunity. Because you now have this giant lever to pull to grow your business that didn’t exist before. So it’s incentivizing – more aggressive brands are doing even better than they used to. And the ones that are asleep at the wheel are not — let me say, have more loads. 

Mario Fachini [11:24]

That’s hilarious. But it’s also true. And it’s just – even in the last ten years, I mean, it’s just amazing to see what the companies are doing. And if you really pay attention, they’re all being very similar. And people could argue, “Well, now I have to pay blah, blah, blah, you know, Facebook, LinkedIn, YouTube, all these. Well, I used to be able -” it doesn’t matter. I get excited because it’s like, “All you have to do is pay them and you get access to the whole thing and the data.” I’d rather have to pay and get all the insights in the data and the SEO benefits than just have a large reach and 80 percent isn’t the right people. 

John Ghiorso [12:06]

Well, and keep in mind, it’s an open platform. So if you’re a new brand selling whatever product, you’d have to bang your head against the wall for four years to get into a Walmart or Target or Costco. You can go set your stuff up by the end of the day on Amazon. So, yeah, you have to pay to play to a degree. But they’re also just handing you the keys and saying, “This is your business. You can make it or break it or accelerate it. It’s all up to you.” So compared to the old school, brick and mortar retailers who all have multiple layers of gatekeepers and planning and all these things. It’s liberating. And my advice would be to take full advantage of that if you’re a consumer product brand. 

Mario Fachini [12:51]

Yeah. I’m a big fan of them from the publishing side. Ever since I did my first book, I’ve helped people publish lead generating and profit generating business books and help them market them. And before, like you’re saying, how long would it take you to get into all the brick and mortar stores and all of this traditional publishing this and that? I do everything in eight weeks with people. And there’s no way you’re going to do that 15 years ago or 12? 

John Ghiorso [13:19]

No. I mean, because – well, and not to mention the big publishers. If you could even get a book deal and then get, you know, they have – you have to go through them to get distribution. So, yeah, I mean, it’s absolutely – Amazon is one of those companies that is making – creating more opportunity for entrepreneurs in this country that I think there’s ever been. It’s not just Amazon. It’s a lot of the tech companies and other things. But the opportunities now to start and grow a business are so much more open and democratized than they used to be where you just had to know the right person or you had to already have capital or already have a brand. I think that’s why, frankly, one of the reasons you’re seeing economy do so well because there’s so much opportunity to come in and make something quickly. 

Mario Fachini [14:03]

That’s exciting to me. And I’m glad you’re on the cutting edge of it. And I appreciate you for sharing this with Expert Authority World. I want to ask you about your clients. Who are a couple of the biggest success stories? You have a lot of big names on your site. If you can’t talk about who they are specifically, I get it. But I’m sure there’s some. Who are some of your biggest success stories? 

John Ghiorso [14:22]

Yeah. I mean, it’s interesting. I guess it depends on how you define success. I mean, if you look at it purely from a monetary standpoint, we have brands that we started with that were doing 20, 00, 30,000, 50,000 a year on the site six years ago that are now doing 40 million. So you know, that’s basically exponential people. And misused the term exponential growth, but it’s literally exponential, you know, doubling every year for six, seven years. We have a lot of businesses that we’ve come into more recently who are already decently large 5 million, 10 million, 20 million. And we’ve really been able to accelerate the growth and to, in some cases, just create more efficiency and more profitability. You know, Amazon, if it’s not approached the right way, it’s very easy to just throw a ton of money at the platform and not necessarily get the results that you’re looking for. So there are some brands that actually can be over investing, overspending, or just investing maybe in a sub-optimal way. And so there’s oftentimes big opportunities there as well. 

Mario Fachini [15:25]

Have you noticed any similarities with the ones that started smaller versus they were already underway? Do they both have the same type of problems or are they completely different? 

John Ghiorso [15:36]

Yes. Well, you know, what’s interesting is we do solve problems. I mean, we come in and fix things. Sometimes things are on fire and we have to out the fire. But a lot of the time, it’s not necessarily there’s a problem. It’s just that the opportunity hasn’t been fully leveraged. So it’s not that anything’s broken. It just hasn’t been fully maximized. You know, I would say that the common thread for the brands that we worked with who done disproportionately well, is that, one, they have a commitment to Amazon and to the platform. They take it seriously. They put in the right investment. They pay attention to it. They make changes in their own business that they have to make the Amazon business work better. And then, two, they’re flexible from a test and learn perspective. Amazon, like I said, comes out with different beta program every week. So the brands that have been willing to invest – not make huge bets off at the farm but makes small bets, a lot of small bets and a lot of these new things with no guaranteed pay off, some don’t work, some work really well. And then you can double down on those. Those brands that are willing to be nimble – which by the way is a lot easier for entrepreneurial small privately run companies versus big CPG companies – a lot tougher. We have a big bureaucracy you’re dealing with. But regardless, that flexibility willing to kind of test has been really helpful over the long run for the brands to take it seriously. 

Mario Fachini [17:04]

What do you see on the horizon for the next five to ten years with Amazon? 

John Ghiorso [17:09]

It’s going to be wild. So the one thing that I always – I think people are maybe thinking I’m wearing a tinfoil hat a little bit. But I think the Alexa platform is going to be absolutely game changing. Right now, it’s kind of a gimmicky voice activated speaker that people have. But what we’re looking at is essentially a preview into the future. So I think that Alexa will fundamentally alter the way that we do commerce and a lot of our personal computing in our day-to-day lives. I think a good percentage of people’s purchases on Amazon ten years out or five years out, especially ten years out, will not involve any actual effort. They will be essentially reordered, automatically ordered, or maybe at worst, from an effort perspective ordered with a very quick voice command. And that’s really going to change the entire dynamic of the platform. It’s not going to happen overnight. But I do think we’ll continue to see iterative progress towards that. 

Mario Fachini [18:15]

I think you’re we’re kind of right on target. Because there’s videos I’ve watched on YouTube where they’re talking about – I don’t want to say it because she can hear me right now – and that’s why I’m glad I had my in-ear monitors. And when you kept saying it, I was like, “She can’t hear you.” But while I was watching those, stuff was actually getting ordered. And I was like, “Oh my gosh.” Whatever the key words that were spoken, it wasn’t just like, “Look this up.” It was like add to cart and purchase. I don’t even know what it was. But when I looked, I got the emails that were, like, it was already through. And I was like, I was watching the YouTube video and it was still picking it up. 

John Ghiorso [18:55]

Yeah. I ordered a toaster the other day. Which is – you know, it’s one thing if you reorder the same coffee that you’ve ordered for two years. That’s pretty straightforward. But, you know, a toaster, you need to see it, you need to consider is it four slice, two slice, is it a chrome, is black. And part of the reason I was able to do that is I was using the device with the screen on it. The new, I think, it’s the show. So again, it’s, I think, a look into where this is all going. But you can buy a toaster, you can buy most products through the platform. 

Mario Fachini [19:27]

What do you think about the Amazon auto? 

John Ghiorso [19:30]

Yeah. I think it’s cool. So I think it’s a piece of where this is all going, which is for this to truly function the way that they want it to function. It has to be with you, essentially, 24 hours a day. So it’s already in your house. For people that have a device, maybe it’s one part of your house, maybe it’s just the kitchen or just your living room. But they want it to be throughout your entire house. They want it to be in your car. A lot of people spend a lot of time in their cars. And then it needs to be on your person. So when you look at the new round of devices they launched, there were a lot of wearables that are very, I would say – I’ll say, gimmicky right now. I think they’re pretty gimmicky. I don’t know how much really functionality you’re going to get out of it. But again, it’s kind of version one. Ultimately, I think Amazon has realized they’re never going to own the smartphone because there’s massive entrenched competitors that don’t want them to. But they can own the rest of the wearable environment as well as the car, and the home, and the workplace. And if you do that, you have a personal assistant that lives with you 24 hours a day. And if you have that, it means that all of your commerce now. Just like when people started switching from, “Okay. I need something. I have to figure out what store to go to.” Versus their default behaviors, “I’m just going to go on Amazon first.” I think we’re ultimately going to get to a place where the first thing I think of is I’m going to ask and I’ll just say the voice assistant. So I don’t trigger it. But I’m going to ask the voice assistant. First, I’m not going to jump on my phone or my computer first. And once we get to that point, they change the way that people fundamentally shop and purchase products. And I think they work with that. 

Mario Fachini [21:11]

It’s interesting you’re saying that. And it’s also funny because I would – the other thought I had was, I wonder how many people are getting triggered watching this episode or listening to it? Like it happened to me when I was watching another one. That’s funny. But when you said they won’t own the smartphone space, I was thinking they don’t need to because there’s a lot of people pushing to get rid of the physical device but still have the functionality I’ve seen, you know, the foldable phones, the hologram phones where it’s projected on your arm, this and that. And it’s like, I remember when someone proposed that a couple years ago. And it’s like, “Oh, it’s going to be a thing of the past.” And I’m like, “What do you look at then?” 

John Ghiorso [21:53]

Yeah. That’s still a big question mark when you think about future say technology stuff. Google tried to do Google Glass. They were probably way too early. You know, right now, you have the Apple Watch. Amazon just came out with a ring with, literally, a ring like you were on your finger with a speaker and microphone in it, which is pretty wild, glasses and then earbuds that all have, you know, the assistant integrated. I don’t know – and there’s no way that could replace a smartphone right now. But, potentially, in this kind of conversational AI. The AI knows everything about you and your calendar and all these other things. Could you get away with not carrying around a phone? I think essentially, which is, I mean, pretty wild actually if we get to that place. 

Mario Fachini [22:43]

Yeah. And for me, I like to do a fair amount of research and look stuff up and just be educated and learn. But there’s – also, I know a fair amount of people who are just listening to stuff, watching stuff. It’s more of an entertainment, check an email, check a text. And if you look at the basic operations, most people aren’t sitting at computers anymore [9:00] to [5:00] using them just to check email. Because even four years ago, some of my own students, they were just struggling with something. I was like, “Are you on your desktop or laptop?” They’re like, “I haven’t used one in two years.” And I’m like, “Well, no wonder everything’s more difficult. You’re trying to pull office work off on a screen 24/7.” And it’s like, at some point, you need a bigger screen. But if you don’t do that type of work. Do you? 

John Ghiorso [23:31]

Yeah. That’s why I think for personal computing, it makes the biggest impact. For work, I mean, I still need – you know, as advanced as we are, I still need a big screen and a keyboard and mouse. 

Mario Fachini [23:44]

At least one screen? 

John Ghiorso [23:46]

Yes. At least. 

Mario Fachini [23:47]

At least one big – one screen. So how are you wrapping this in with your clients? And are any of them asking you, “Well, can you get me on her? Can you do this? Can you do that?” Or is it pretty straightforward with the process that you’re taking them through as far as it’s a similar process for everyone. You don’t need to change that. But you might change what you’re doing within it for different client? 

John Ghiorso [24:11]

Yeah. So you know what’s interesting is, like, this stuff’s super fun to talk about because it’s the future. And it’s going to be really interesting to see where it goes. From an actual practical brand perspective, I want to sell more products on Amazon next month. There are some things that you can do to integrate better with the platform – with the voice platform. For CPG brands, so for consumable brands, there’s more to do right now. Because there’s more purchases of consumable product happening through a voice only environment. Because obviously, if you have voice only, which most people still don’t have a screen yet associated with it, it’s really hard to order a toaster or a jacket or a pair of shoes. You can say reorder coffee or reorder laundry detergent. So there are some things to do getting customers to engage with the platform, encouraging them to engage with the platform offline, so off Amazon, to say – you know, and I won’t say it. But the weight it word add to my cart, those types of things are very simple. But that type of messaging can get customers into the habit of using it to replenish product and that can help. There are some things that can be done to optimize product detail pages for the current sort of voice experience. But think of it right now, similar to the shift from desktop to mobile, you weren’t going to fundamentally throw out your strategy and say, “Well, people are going to mobile. We need to do things entirely different.” You’re probably going to take everything you’ve been doing that was successful and just tweak it so that it shows up the right way. You know, people interact with it the right way on mobile. By the way, we’re still going through that today. Now you just have to layer on kind of this next evolution of desktop to mobile, mobile voice, which I do think will be really impactful long term. But right now, these are more about being educated on where this is all going. And then being prepared to act quickly, when it does eventually start to make a serious impact on actual purchasing behavior and commerce. There are some custom opportunities with that team. But frankly, like, you need to be a big high affinity brand. So this is kind of big global partnership stuff. But I assume over time, Amazon will open up more and more opportunities to proactively play in the voice platform from a brand perspective. 

Mario Fachini [26:36]

So whether it’s three, five, eight years, ten down the road, how long do you think it will take? I’m thinking of S curves and economics, critical mass. How long do you think it will take to just completely go from where it’s at to everyone’s got that consumption rate, everyone’s adopted it, and it’s the new way of doing things? 

John Ghiorso [26:57]

Yeah. So what’s interesting is I don’t have the stat in front of me. But if you look at the adoption of the devices, Echo devices have been adopted faster than any other big technological shift. Much faster than smartphones. Way even faster than PCs were adopted, you know, 20, however many, 20 or 25 years ago. So they basically went from nothing to, like, I think their penetration is like 40 or 50 percent U.S. households have one now in, like, three years. So the adoption of the technology itself is pretty much there to hit scale. It’s actually the functionality of the platform still needs to improve. The devices are used frequently but not for very long. So you know, maybe someone uses it to listen to the news in the morning, set a few timers in the evening when they’re cooking, maybe look up a recipe. But total, like, ten minutes of usage per day. A lot of people use it even less. So their needs – there’s really a lot of improvement, frankly, in the technology itself. Amazon has, I think thousands of people, just engineers on the team. So it’s a huge investment for them improving this. But there are some real improvements that need to happen. You need to get to a point where the AI is much more conversational versus this kind of clunky back and forth conversation. You need to feel like you’re talking [unintelligible] [00:28:23]. There needs to be a lot more integration with things like calendars and other parts of your life that ultimately impacts different behavior. You need to get a lot more connectivity. Like, again, it can’t just be the one device in the kitchen because that’s limited. You need to have it in the car and on the person. But they’re working on all these things. I would say we start to see a fundamental shift in consumer behavior in two to three years. That would be my guess. 

Mario Fachini [28:54]

So two to three years once it’s adopted? 

John Ghiorso [28:57]

Well, I would say it is adopted. I mean, I think there needs to be more penetration. 

Mario Fachini [29:03]

So you’re saying all this in the next two to three years? 

John Ghiorso [29:06]

Yeah. I would say in two to three years, you start to see the way people go about their lives from a computing perspective starts to fundamentally change. It doesn’t radically overnight shift. But you start to see real changes now and then in terms of the way people actually get things done. Schedule appointments, book dinner reservations, buy stuff, communicate with people. Yeah, I think that happens as soon as two to three years from now. 

Mario Fachini [29:33]

Well, that’s pretty exciting. What do you see it doing for travel and international? 

John Ghiorso [29:39]

So I mean, I think for travel, I always think about it in this paradigm of personal assistant. So if I have a personal assistant, one of the first things I’m going to do is book my travel, book dinner reservations, book movie tickets, that kind of stuff. So I actually think that’s where it all – there’s already a lot of functionality built out. It’s still a little bit nerdy in the sense of you have to like set it up and activate it. You still have to be kind of a fan boy of it to really use it. It’s not going to be used by your average consumer who just wants the thing to work. But yeah, I think it’s hugely applicable for travel companies. The Expedias of the world. So you have skills that plug in to the platform. And then you just look through that versus having to actually go on screen and book things. Oregon or maybe both depending on the device. But yeah, I think very applicable. And then in terms of international penetration, I think the platform is trained on, like, 15 languages now. I mean, their goal is going to be to have every language where there’s an Amazon operation. It seems like an Alexa. 

Mario Fachini [30:46]

Well, I appreciate everything you’re sharing. You have given a lot of great insights. I am curious. I know there’s someone that’s listening to this that’s maybe not utilizing Amazon. They’re not selling a whole lot. But like, we’re talking about with the Alexa skills, just the different stuff we’re mentioning, it’s no longer just a place too. And I’m thinking for myself, it’s no longer a place to only sell books. What are a couple ways they can take advantage of it regardless of what business they’re in? Do you think it’s worth setting up a skill or a news briefing in the morning? 

John Ghiorso [31:18]

I would say the juice is not worth the squeeze for most companies right now. If you’re a large consumer service or consumer product company, it’s worth looking at. Especially consumer service company, to be honest. I mean, I actually think a company selling movie tickets is going to get more out of it than a company selling toasters right now, even though you don’t sell movie tickets on Amazon. But I think that’s worth looking at. Skills are – you know, you need an engineering team or someone that’s very tech savvy to do. So it’s going to be a six figure investment, most likely. So I don’t think that’s the place to start. I think if you’re a brand that is on Amazon and you want to really maximize the potential, this is going to be the total opposite direction of the conversation so far. But honestly, I think you need to focus on the fundamentals. You need to make sure you have great content. It’s SEO optimized. You need to make sure that your advertising budget is appropriate and being efficiently spent or maximize the opportunity of those dollars. You need to make sure your products in stock. That it has good reviews. Once you’ve done all those things, that should lead to a significant uptick in growth. Now after that, then you should get into things like voice and live video and some of the other opportunities on the platform. But I do get worried as interesting and exciting as some of these things are to talk about. You know, you risk kind of the the shiny ball syndrome where you’re always going, “Oh, this cool new thing. This cool new thing.” You’re kind of chasing these things around while the fundamentals of the business are maximized. So it’s not nearly as exciting to talk about. But some of those fundamental elements are still going to be the day-to-day drivers. 

Mario Fachini [32:59]

Well, having a healthy business is healthy, profitable, long term business. That’s exciting to talk about. 

John Ghiorso [33:04]

That is true. For sure. 

Mario Fachini [33:06]

And I know, like you’re saying, the SEO, the reviews. I’ve told people about reviews for forever. Because no matter if it’s just a testimonial or a book review or whatever, if you don’t have those, that’s the social proof that everyone’s looking at. 

John Ghiorso [33:22]

Yeah. Reviews are critical. High quality content is critical. High quality images. Amazon offers a lot more opportunity for brands than they used to, to put rich media on the platform. So you still have to go do it all or have an agency do it all. They’re not going to do it for you. But at least the structure is there to be able to tell your story as a brand. Before, you know, four or five years ago, it was much, much more limited. But you have things like a brand store now which is kind of like a little website. Then the site is just as about your brand. You have an opportunity to do 360 imagery, a lot more video capabilities, embedded video in the actual detail page. So while you’re scrolling through content, you see a video. There’s advertising capabilities, video, and search. So as you’re scrolling on a mobile device through search results, you can have a little 15 second video pop up to showcase your product that converts really, really well. So there’s a lot of, like, cool stuff that you can do now to really put your best foot forward as a brand. 

Mario Fachini [34:25]

And I’m excited to tell you – I know you said it might not be applicable to everyone. But since you have your show, there’s a fair amount you can do with the podcast and Her to get people to just change something around where you can just – it’s already programmed and you don’t need to do a lot of engineers in that. They’re rolling out more and more specifically because it’s all audio and voice. 

John Ghiorso [34:49]

Yeah. Yeah. Absolutely. 

Mario Fachini [34:51]

Well, I have one other question for you and I call this – I just released it on the last episode – it’s going to be eventually be yellow and blue – no yellow and – whatever that is – black. It’s called the Wheel of Whatever. We spin it and we’re going to pretend the questions are on there right now. But you gave me – I have some standard ones. But the one I have for you is with everything we’re talking about with AI and tech and Alexa and Her, and all these different things. What do you think they’re doing with the data? Do you really think it’s a Big Brother thing that everyone thinks there’s this big conspiracy about it? Or do you really think it’s private and no one’s ever heard of anything but Amazon? 

John Ghiorso [35:29]

I mean, it’s private. They’re not going to – like any company, they will use datasets to do ad targeting, like Facebook or Instagram, or Google.  Everyone’s doing that, right? Walmart is doing it now. Everyone is using their kind of core data set about how old you are and where you live and what you like to purchase to serve relevant ads. I think that’s pretty kind of – to me, I see that as very noncontroversial. I don’t care someone says, “Oh, you like this soap. We’re going to show you a picture of a similar soap.” Okay. Fine. In here, the other stuff is really kind of conspiracy theory stuff. I mean, Amazon has been actually very transparent about what they do when they record you with the devices. When they do record you, they use that to improve the algorithm. But they’re not doing anything else with that information. So yeah, most of it is kind of conspiracy theory stuff. I’m not, frankly, really worried about it. 

Mario Fachini [36:32]

Okay. That’s fair. I was just curious because we’re talking about all the things and I go, I know there’s someone that’s thinking of the picture of, “Well, I walked into my home and I said this. And the machine laughed, the toaster laughed, the refrigerator laughed. We all had a good time.” 

John Ghiorso [36:48]

Yeah. Yeah. Sure. Yeah. I mean, I think it’s important to be cognizant enough to understand what is and isn’t happening just from a consumer standpoint. But you know, Amazon is not going to risk violating trust with their customers. That really is – and that’s $100 billion mistake for them if they did that. So they’re going to put the customer first. They’re going to act ethically. I mean, maybe people say, “Oh god, you’re like an Amazon spokesperson.” But I’ve been working with the company for a decade. And honestly, I’ve never seen them do anything that they don’t think is worth a million [unintelligible] [00:37:21]. 

Mario Fachini [37:23]

And that’s why I asked you and saved the other ones for the next interviews. Because I was like, “He’s going to know. If anyone’s going to know, it’s going to be you.” And I didn’t think so. But you know, you hear people say stuff and everything. And I’ve told people for years, too, even when Facebook came out. They’re like, “Oh, they’re going to blah, blah, blah, whatever.” I go, “You have to remember you’re the one volunteering the information. If you don’t want someone to know, stop posting it so much.” 

John Ghiorso [37:46]

Yeah. That’s true. 

Mario Fachini [37:48]

“How do they know where I’m at?” Stop checking in. It’s not rocket science. 

John Ghiorso [37:52]

Yeah, for sure. And on Facebook, you know, you’re not the customer. You’re the product. 

Mario Fachini [37:56]

That’s true too. 

John Ghiorso [37:57]

You’re not paying anything. They’re customers. They’re advertisers. You’re the product. On Amazon, you’re actually the customer. 

Mario Fachini [38:04]

Well, I think we have a whole other talk there. But we’re going to thank our sponsor and come back for the Imperfect Action Round. 

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Mario Fachini [39:24]

All right. We are back with the imperfect Action Round. John, are you ready to take imperfect action? 

John Ghiorso [39:29]

Sure. 

Mario Fachini [39:30]

First question, what is the fastest path to the cash? 

John Ghiorso [39:35]

Always add value. 

Mario Fachini [39:37]

Excellent. Number two, what is the biggest problem you see your prospects making and the fastest way they can fix it? 

John Ghiorso [39:44]

I see them not taking a long term view of the platform. So they’re too short term transactional focus. They need to be thinking two, three, five years out. 

Mario Fachini [39:56]

Number three, what’s the best way to maximize customer lifetime value? 

John Ghiorso [40:02]

Honestly, saying the — to answer both a little bit from the first question, I think, especially from an agency perspective, you have to be obsessed with adding value to your client every day, every hour, every week. If you’re not, they have plenty of options. They have plenty of other ways to go about doing this. You need to add maximum value to the point where you’re completely indispensable for their business. 

Mario Fachini [40:26]

Very good. What are some books that have made a big difference in your life? 

John Ghiorso [40:32]

Yeah. A couple. Well, I mean I read a lot. But a couple top ones, honestly, at this point it’s like retro. But the Four Hour Work Week was one of the first books I ever read on — well, not first but it was one of the most impactful books I ever read on business. Cheesy title, a really good book though about time management. And when you’re an entrepreneur, it’s much more about choosing what not to do than it is about what you can do or should be doing. So that’s a really interesting book. It kind of makes you rethink your entire way of approaching your day and what you can spend time on, what’s important, and what’s not. 

Mario Fachini [41:09]

That’s a great recommendation. Any others? 

John Ghiorso [41:11]

I just read a book called Team of Teams. I re-read it. I think I read it a few years when it came out. I think it’s Stanley McCrystal. He was a four-star general who run the special operations command. And basically, when we were losing really badly in, like, 2004 in Iraq, he came and he kind of reworked the whole structure of special operations. And a lot of those lessons are highly applicable to the business, especially with [unintelligible] [00:41:42] was very fast-moving, very nimble enemy in Al Qaeda. And they were, basically, losing against them. And so there’s a lot of parallels between how to compete in a very fast moving environment from a business perspective, from a structure perspective. It’s a really interesting book. 

Mario Fachini [41:59]

And what’s the name of that one again?  

John Ghiorso [42:01]

Team of Teams. 

Mario Fachini [42:02]

Team of Teams. 

John Ghiorso [42:03]

Yeah. 

Mario Fachini [42:04]

Excellent. Well, I appreciate the recommendations. I want to thank you for everything you have shared. It’s been an absolute pleasure. I’ve got a lot out of it myself. Where can people learn more about you? 

John Ghiorso [42:16]

Yes. We put out a lot of thought leadership and different content on our website. So that’s orcapac, ORCAPAC, .com. And then I’m pretty active on LinkedIn. I post a lot of different stuff and ideas and try to be pretty engaged there. So you can just find me, I’m happy to connect on that platform as well. 

Mario Fachini [42:34]

Very good. Well, it’s been an absolute pleasure. And I want to thank you again. 

John Ghiorso [42:38]

All right. Thanks so much. 

Mario Fachini [42:39]

All right. Expert Authority World, we have another episode. I look forward to seeing you on tomorrow’s. Have a great day and God bless. 

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www.EAInterviews.com [43:40]

Hey, thanks for listening to today’s episode. I hope you got a lot out of it. I know I sure did. If you haven’t done so already, I invite you to subscribe to the show. And also be sure to check out EAInterviews.com for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I’ll see you tomorrow. 

Learn More About John

John Ghiorso is the CEO of Orca Pacific, a full-service agency that develops and implements cutting-edge strategies for 100+ industry-leading brands to grow their sales on Amazon. Orca Pacific represents top manufacturers across all major categories at Amazon, and their office is located within walking distance from Amazon’s campus in Seattle, WA.

With over a decade of experience working hand-in-hand with Amazon, John has built a tight-knit team at Orca Pacific that values integrity, professionalism, and developing win-win solutions for their clients. John’s team, comprised of former Amazonians, retail industry veterans, and digital marketing gurus, brings an unprecedented level of expertise in the Amazon platform.

Orca Pacific’s sole mission is helping manufacturers maximize top-line volume on Amazon by improving operations, increasing visibility, and optimizing conversion rates. John and his team work with clients on both Vendor Central and Seller Central, as well as Amazon advertising through Sponsored Ads and Amazon DSP. John and his team capitalize on every opportunity available to grow their clients’ businesses through high-touch solutions customized for each client’s unique needs, from targeted Amazon advertising services to full-service turnkey account management.

Connect with John

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3) Business Book Checklist: The 5 Reasons Every Business Needs a Book Including Yours

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