Right About Now - Legendary Business Advice - Why Authentic Experience is the Key to Modern Branding with Lisa Holladay

Episode Date: October 31, 2023

Welcome back to The Radcast! Today's episode is an exciting exploration of authenticity and experience in the world of branding. We are joined by a truly remarkable guest, Lisa Holladay, the Chief Experience Officer at Tiger 21, a pioneering peer-to-peer learning organization catering to ultra-high net worth individuals. Lisa's journey through the realm of luxury brands, including iconic names like The Ritz-Carlton, St. Regis, and Marriott International, as well as her collaborations with esteemed companies like Mercedes-Benz USA, has equipped her with unparalleled insights into the essence of genuine connections and meaningful experiences.In this episode, we unravel the secrets behind building authentic brand experiences and navigating the ever-evolving landscape of modern branding. Join us as Lisa shares her wealth of knowledge, offering a glimpse into the future of branding in a world craving genuine connections. We are thrilled to welcome you to this enlightening conversation. Listen and learn! Ryan and Lisa discuss the evolution of branding, emphasizing the significance of experiential marketing in cultivating brand affection. The discussion also explores the transformative impact of social media and the pandemic on brand-audience connections, emphasizing the fusion of experience and branding in the modern landscape. (02:36) Lisa discusses the strategies for building brand loyalty and fandom. The conversation also addresses the challenge of establishing a robust brand connection, emphasizing the importance of ensuring consumer loyalty even in the face of negative product experiences. (08:08) Ryan and Lisa go into the strategic mapping of consumer journeys, concentrating on touchpoints and engagement at different stages of the customer relationship. The discussion emphasizes the importance of intentionality in designing these journeys to guarantee a seamless and engaging experience for consumers throughout their interaction with the brand.(10:30) Lisa explains the Chief Experience Officer (CXO) role, highlighting the significance of curating member experiences at Tiger 21. The organization’s three pillars and the difficulty of crafting memorable experiences for ultra-high net worth individuals and stresses the importance of time in delivering exceptional value, aiming to build loyalty among its members. (10:48) Ryan delves into the essence of Tiger 21, emphasizing its diverse membership and supportive environment. Lisa elaborates on the group dynamics, highlighting the focus on continuous learning, philanthropy, family, and business growth. The discussion also covers Tiger 21's global expansion strategy. (15:03) Ryan and Lisa discuss the transition Tiger 21 made from working with large corporations to smaller organizations. They explore the impact of budget constraints and the creative freedom to innovate and take risks in smaller settings. (25:01) Lisa underscores the significance of fostering a culture of innovation that promotes experimentation and swift decision-making. She discusses her learning experience in embracing the concept of failing fast and taking risks. Additionally, outside of work, Lisa shares her personal passions. (30:34) If you want to learn more about Lisa Holliday, check out her Instagram @holladaytime, LinkedIn https://www.linkedin.com/in/lisaholladay01/, and her website https://tiger21.com/.  Learn more by visiting our website at www.theradcast.com. Subscribe to our YouTube channel  https://www.youtube.com/c/RadicalHomeofTheRadcast. If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This is the story of the one. As a maintenance supervisor at a manufacturing facility, he knows keeping the line up and running is a top priority. That's why he chooses Granger. Because when a drive belt gets damaged, Granger makes it easy to find the exact specs for the replacement product he needs. And next day delivery helps ensure he'll have everything in place and running like clockwork. Call 1-800 Granger, click granger.com or just stop by.

Granger, for the ones who get it done. You're listening to The Radcast, a top 25 worldwide business podcast. If it's radical, we cover it. Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of the Radcast. I'm Ryan Alford, your host. We say if it's radical, we're covering it.

Well, I'd like to say every day is a holiday. That's why we got Lisa Holiday here, the Chief Experience Officer of Tiger 21. one. What's up, Lisa? Hey, Ryan. You know I was going to work that in. I love it. I love you. I love you. I love it. I told you I told you. Thanks for enlightening me. Well, yeah, Lisa and I just a few, just a few million times when I was in high school and college, Ryan. I hear it every weekend a thousand times because we have this guy on our doc. He's an old guy. His name's Ed. And he is every day is a holiday. Like he's well, hey, what's up? You know, every day is a holiday. That's his saying.

I know a lot of people say it, but anyway, it's a lot worse things to be said about, right? I was going to say it sounds like Ed has a pretty good perspective on how to live life, right? That is him, for sure. And he's serving it well, let me tell you. He's making do on that. Well, if you're hanging out with him on the dock, I could imagine how he's doing that. So good for Ed. And you, and you, Ryan.

I know. Anyway, it's a treat to be with you today, so thanks again. No, it's my treat. I think I found you on the linked in-inisms, and found you there. And it's like, she seems really smart. And then I didn't even know you right down the road. We're in Greenville, and you're in Chapin, South Carolina. I'm like, that's my Chapin girl there.

South Carolina, to South Carolinians. I know. Exactly. So happy to be. So happy. happy to be back in the south and on the lake. And now I know I'm like a mile from your mama. So I better get an invite to come visit her.

I know. Next time I'm down there. I'll invite you over to the compound of a nice little place on the pond now. It's on the pond and not the lake, but we're close to the lake. So we'll see. But Lisa, I know you've served in a lot of different roles. I know we're going to talk Tiger 21, but maybe let's set the table for our audience. other than being every day as a holiday.

Let's tell everybody a little bit about Lisa. Yeah, well, as I shared, during the pandemic, like a lot of people, I decided to go live where I like to vacation. So I headed back to beautiful South Carolina. So I've been back here for about three and a half years. I feel so blessed, healthy, have my two sisters nearby, and have a fulfilling career. and hour and a half from my Clemson Tigers.

So now I can go cheer them on, although we're having a rough start to this football season, but I haven't given up hope. And, yeah, have great family, community. So life is good. See, I live up to that last name, Ryan. I know. You do live up to it.

But, you know, I think you're being, you know, a little bashful or, you know, you've done some big things. I see you on the resume, Mercedes-Benz, Marriott, you know, I was in the big brand world at one time and then moved back to South Carolina. We still work with some big brands. But I think it's fascinating kind of looking at your professional journey, you know, just it's kind of the who's-hous of brands. Well, it wasn't, it didn't start off that way, Ryan. I studied, I thought I was going to be an English teacher and then decided pretty quickly student teaching that that wasn't the career path.

So I bounced around a good bit, went abroad, and thought I'd try out being a Shakespearean actress, and clearly that didn't work out for me. So came back to the States and really approached finding my career path by trying out just about anything and everything that sounded interesting. And when I landed at Mercedes, that's when I figured out the career path for me and how much I really loved brands. and understanding what motivates consumers to have brand love. How do you build brand love? And really experiential marketing, bringing humans together to connect in person.

And now, you know, thanks to the pandemic, figuring out how to do that virtually too. But yeah, Mercedes was really probably the most pivotal career moment for me and stayed there for 10 years. And then a recruiter called me about the opportunity at Marriott. And I have a bit of one. I love travel. And so joining a global brand and leading five luxury brands for that, you know,

iconic hospitality company was was pretty amazing. And after eight years there, a recruiter called me about the job at Tiger 21 and jumping over and a small organization and with an entrepreneurial spirit just really, really appealed to me and obviously very, very different than being with large brands. So I've been there three and a half years. years building out a new a new department it was a new executive role in a brand new department and building it out you know during the pandemic was was interesting and challenging but also an incredible opportunity so yeah I love I love experiences and brand building it's one of my passions and it's interesting because when I think now like the modern definition

of branding. It really, with the way social media and even the pandemic, like the interplay of all these things, like it really is the pinnacle when you can blend the two things. And that's really how you do branding now. Like it's so hard with mass media kind of being different. I mean, you know, when you could reach, when everybody's attention was just on TV, you know, you didn't have all these screens and other things. You know, you kind of bring the brand to life.

people are paying attention, you have a focused audience. But now everyone's so distracted. Like these worlds of experience and branding, I feel like have melted together in a lot of ways, right? Yeah, yeah. 100%, you know, I think back in my early career and, you know, branding was, what's the TV spot? What's the tagline?

What's the radio ad? God, I'm going to date myself, you know? Oh, baby, yeah. I ran on newspaper ads. Lisa, I was in 01, like, sitting out to 8,000 newspapers, you know, like versions of PDF. Yes. Oh, good old print campaigns.

Yeah. But especially, you know, the space I've been in most of my career has been the luxury space. And that's always been a different type of target consumer to reach. And so I've always found, again, with this specific target audience and a lot of target audience. You know, I go back to, I was mentioning how much I love my Clemson Tigers. You know, there's nothing like the experiential part. of being with a group of humans who are all cheering for the same team. And that experience is going to do much more than any, you know, direct mail piece or

or anything else. So that's why I believe so much in the experiential part of bringing people together and community. And again, you know, not to keep going back to the pandemic, but when you're relying on that as a marketing mechanism and all of a sudden that's taken away from you, that was a pretty interesting, you know, challenge to think about how you maintain and continue to build community and connectivity among humans. Yeah. And your team.

You know, we haven't even gotten to. How do you keep an engaged team internally to make all those things happen? I know. I just thought of this, like when you said it, when you brought up the Clemson analogy, I think it's a really good one. It's like branding, if it does its job, you do create fans. Fandom is a really interesting parallel with branding because, you know, obviously, you know, college sports and football.

football being so big in the States. You know, you have these natural tie-ins and like natural built-in stuff. But for brands, including, okay, a Mercedes especially, you know, you have, you're trying to build fandom, right? Like at the end of the day, because I think, and they are, people are passionate about cars, but how do you bring fandom around brands and other things? It's kind of an even fascinating as I think about it. Yeah, and I think that's what, you know, our roles are as how are you, I used to use

this example at Mercedes and luckily we had great products. So, but you know, if somebody has a bad product experience because so much of the car and automotive brands are about the product itself, you know, and I think our jobs as marketers and brand builders is how do you build love so that even if somebody has a bad product experience, they have such an affinity for your brand that they're going to stay loyal to you. And at end of the day, that's what you're trying to drive, is that loyalty. Absolutely. Yeah.

Well, I've been on my soapbox recently with some of my posts, especially on the business realm, about that very thing of, you know, performance marketing and building mouse traps. You know, all a mouse trip does is kill the mouse. It saves the cheese and kills the mouse if you aren't building for the long-time insurance because, you know, if someone buys one time, it's great, but you did that lifetime value.

You need customer loyalty. It works both ways. I have started a book called, you know, they have lifetime value. I have lifetime loss. And it's the lost art of customer relationship management. So that's on my list. That's a good one. You know, part of a big project I've worked on at Mercedes that I took with me.

And it was a big part of what we built out when I first joined Tiger was, you know, the journey your consumer takes. with your brand and you know at Mercedes it was our clients at Ritz Carlton or St. Regis it was our guest journey and now at Tiger 21 it's our member journeys you know what are really thinking strategically not just hoping they'll happen about what are all those touch points along that journey so just as you were saying you know hopefully a member that is coming in and just joining us in this first year 10 years from now we're going to be thinking okay you know what's their journey now that they're a 10 year member or 15 year member or a 20

your member, but really plotting those points and how do you drive that engagement along their path with you. Yep. You got to be intentional because, as I like to say, hope is not a strategy. You have the quotes today. Yes. Hey, I'm a cold guy. You know, like this comes.

I think I spend so much time on Instagram. So I want to get to Tiger 21. But before we get there, you're the chief experience. officer. We've talked about this, right? We've kind of been going dancing all around it. But, you know, I think for people listening, that's a fairly new title in the last, I don't know, five to ten years. And for many people, they may not even heard it that often. Define what that means. Sure, sure. Well, for me, at Tiger 21, it means curating everything our members will experience. And for us, it's across three different pillars. So our pillars for our members,

our value proposition to our members is we're going to bring you opportunities to learn. Because we're a peer-to-peer learning organization. So how do you learn from each other? How are we curating those learning opportunities for you? It's access. So how are we providing what we call those only at Tiger 21 moments? So the surprise and delight opportunities, we were just in Nashville with members last week,

and we took them to a recording studio where they were able to experience what it would be like if you were up and coming country musician recording your songs, which was really, really special. And then we followed that up where each member that participated received a copy of the recording. So unfortunately, it wasn't the original recording. So the up-and-coming artist did an original song of hers. And then she covered a Chris Stapleton song, Parachute. So everyone got her cover of that song. So, you know, you're not only having the access to that special. opportunity, but then we're doing something to help trigger that memory again, and hopefully that leads to loyalty. And then the third pillar is connect. And I don't want to say that's the

easiest one, but I think it's in many ways the most important one, because that's what's getting to the community opportunities. You know, how are we providing opportunities? And I'm talking a lot about the in-person, because that's the sexier part, but, you know, it's the app. So how are we providing opportunities that it's super easy for you to connect with a member that's, you know, maybe right now in Dubai and you're in California and you have a reason to try to connect. So, yeah, it's across those three pillars that I focus on. And really, it's about driving retention. So once a member joins the organization, what are we doing to make sure they find value in the experience and they'll stay with us?

Yes. I'm like sitting here, like nodding mentally. Like, all the things you're doing going like this is how you this is how you market in uh this day and age and how you keep clients and i'm also going damn i'm supposed to be on in Nashville to hang out i've got some country music artist friends and uh i'm actually going to see them in a few weeks so uh i'm like hang i want to go record a song you know not me but them and like a special song just for me i'd want that experience that's cool yeah yeah uh you know and those are hard to create you know those money can't buy experience, especially when my target audience are, you know, ultra high net worth individuals. But I love the challenge of that, the challenge of that,

you know, striving for excellence. And no matter who you are or how much money you have, you know, one thing none of us can buy more of is time. And so how did you really create value with people who are giving their time to you and not just giving, but paying you? So, yeah, I think it's a super important obligation to deliver, but it's also such a privilege. All right. Let's talk tigers. And as much I'd love to talk our Clemson Tigers. Let's talk to our Tiger 21.

I know you're defining, you talked about a little bit in your position, but let's get a real clear definition for our audience about what Tiger 21 is, what you, you know, you guys do. and, you know, just the overall organization. Yeah, yeah. So we're a peer-to-peer learning organization or community for ultra-high net worth individuals. Most of our members are entrepreneurs or executives, leaders. Most of them have built a business and had a liquidity moment, and they are looking for other members to help them navigate the challenges and opportunities that come with that.

So it's a really, the core part of the experience is members are placed in groups of 12 to 15 individuals, so a group. And a professional facilitator, what we call chairs, facilitates a monthly group meeting. So that's the core part of the experience. What I work on curating are all the opportunities in addition to that core group meeting. So whether it's events, I mentioned, whether it's trips, whether it's learning opportunities, whether it's their digital experience, both online and in the app, and then the recognition opportunities.

So, you know, what are we doing when a member first joins? What are we doing? And when it's their five-year anniversary, their 10-year anniversary, really, how are we making sure they love Tiger 21 and their experience with us? It's super cool. Yeah, it sounds like it. So, I mean, other than a bunch of rich people getting together, No, I'm kidding.

In all seriousness, like, define for me, okay, the group, the types of things and types of values, value that the group, you know, the high tide raises all ships, which is one of my, and we talk about all the quotes, but that's like one of my firm beliefs. And so if you want to learn, grow, get better, be better, it's who you surround yourself with. And so all the Tiger 21, we like this already. I get it. So, but like talk to me about, you know, for the audience listening, okay, that might not be like connecting the dots of what the group adds to one another, how that tide raises everyone. Yeah.

Well, and what you said is absolutely true is that, you know, helping support others. And, you know, for me, personally, I'll tell you my wife for joining. Tiger 21 when I interviewed was if I can come in and lend my talent and my resources to help individuals who have the financial resources to really make the world and their communities a better place, then that seems like a pretty great thing to contribute to. And so, you know, people often think, oh, are they coming in to learn how to make more money or invests more wisely. And yeah, that's a hundred percent part of it. But it's also about family. It's also about philanthropy. It's also figuring out what's next in this world and how can

you continue to contribute. And what happens in those group meetings is is really connection and being able to talk about anything and everything and having a level of trust and support from other individuals that's really beyond comparison. You know, I think also you have to really think about the type of individual that would have achieved the level of success they've achieved, but still believe that they have so much to learn. And not only do they want to learn, they're willing to pay $33,000 a year to be part of a community that is supporting that. So it's a different type of person, I think, that's going to make the decision to join

Tiger 21. Well, I think I know the answer. I don't know why my head went here, but like, it's different because YPO is like young professionals, and this is kind of more established. But there is some connective tissue in the type of what we're talking about here, isn't there? 100%. And that's the organization most people usually would compare us to. We don't consider YPO competitor. We do have some members who are, you know, belong to YPO and belong to Tiger 21, but it is a different value proposition. YPO is much, much larger than we are. We sometimes say, you know, we're more the graduate school after YPO.

And, you know, being in these really small, intense groups, I think just lends itself. And it doesn't mean, obviously, YPO forms great connections for those members. And, you know, there's room for both. You know, the peer-to-peer learning space has really grown a lot. And I think it grew a lot, especially during the pandemic. because people were wanting and looking for even more connections when they felt so disconnected. Yeah. Is other than sharing stock tips.

So I'd hope if I joined, I'd really want, I do need a few of those. But is, are they getting advice maybe on like, are they completely out of their business, like you said, maybe a liquid moment, like liquidity moment. Like they've, but are they coming in? maybe still active in a business and looking for like, you know, I use that term pre-episode, like virtual board of directors, or real board of directors, but not literally, you know, but you've got obviously confidentiality, so you don't have to worry about that. You've got all those things which I've really liked reading about Tiger 21 that you could just feel safe and you're around like individuals.

But are some of these people like active in their, maybe another venture or business and getting insight and recommendations in that? 100%, 100. So our member age range, just give you an idea, because I think that's the other thing really special is just the diversity of our membership. So, you know, our youngest members in their early 20s, our oldest members is in his late 80s.

So it's a range of perspectives. And you can imagine when you think of that age range, not everyone has sold their business and thinking, okay, not what snack. You know, they're active executives. There are individuals who have. sold their business and are thinking about, you know, which opportunity is next. And, you know, what do I want to do next with my life? But yes, there's plenty of our members who are still

super active in their business and running their businesses and, you know, creating opportunities in their community and opportunities for their family. Yeah. What's, where did the name come from, Tiger 21? Yeah. Yeah. So luckily, our founder, Michael Sonnenfeld, is still, is still involved. He's the chairman of our board. He's very involved in the organization. Coming from legacy brands, I feel very, we're just really blessed that we still have his influence. So he had a liquidity and moment.

Next year will be our 25th anniversary, so 25 years ago. And he wanted to create a group where he could have discussions about things that were happening in his life. And so he started it. So Tiger is an acronym. is an acronym.

We don't use the acronym, we use obviously the acronym, but the meaning behind Tiger is the investment group for enhanced results in the 21st century. And what started really is probably mostly an investment group has definitely evolved into something much more than that. But we do have plenty of opportunities for our members to learn about investment opportunities. There is a platform for that.

We just launched called T21 Invest. It's password protected. it's for our members only. But there's definitely that component. But there's also the components around, you know, your life, your health, travel, your family. Family dynamics is huge. Really, really important piece of it. That's great.

You said there was an app. So you do have an app. Yeah. Yeah. It's members only. So once you're a member, Ryan, you'd have access to the cool app and be able to engage. We're at right over 1,300 members in 45 cities and with 100 groups. So and growing internationally, which is super exciting to really have more of a global footprint

and that global community for our members to network and learn from. Yeah, I love that. I was going to ask the, you know, if we're U.S.-based or, you know, how global we're getting with the platform. Yeah, yeah. So growing globally, there's tons of opportunity there, big focus on Singapore, the UK, Dubai. We're in London and Switzerland now, but there's obviously a lot of opportunities. to grow globally. Yeah.

And then the majority of our members are in the U.S. and then we have members in Mexico, at Canada. Is there a home base for Tiger 21 or is it like, I mean, is it, yeah, I mean, with 45 cities, I mean, is it just wherever you want to throw a party and get together?

Not exactly. I wish it was that easy to grow a group. Key is to have, you know, a concentration of members in a market. So we're in markets where you would, we would assume we are. And then there's a really interesting markets that popped up again during the pandemic with with so much movement among individuals who could pick up and move.

But the key is we really need a strong chair. So that individual I mentioned that facilitates the group meetings, we really need a strong chair in a market. And then that chair works closely with us to grow that group. Headquarter-wise, corporate, we do have a base still in New York. We have a home office there and we have a base in Santa Barbara. but we went completely remote during the pandemic, and we're planning to stay that way.

So our team is, my team is spread out all over the U.S. Oh, wow. That's great. I mean, and it sort of makes sense, I mean, for what this is. I mean, to have, I don't know that it necessarily matters, you know, where your team is, and especially just having, if you're in 45 states, you know,

you got representation a little bit everywhere, right? Well, yeah, and that 45 cities. Or cities, sorry. Yeah, no, well, I was bringing up because it includes, you know, Zurich, London, Geneva, and as I'm, you know, Vancouver, Montreal, Toronto, and then every U.S. market that you would think of, we have a presence in. Yeah, which is great, because again, it brings that diversity of thought to our members and to their group meetings and to us more broadly as an organization. What's it been like, you know, Mercedes-Benz, Marriott, you know, gigantic corporate brands, you know, and then Tiger 21. It's fascinating because I'll draw all this parallel. I mean, I worked on the largest brands in the world of Manhattan and some of the largest campaigns on TV.

and then started my own agency. We work with, you know, multi-million dollars, I mean, 100 million dollars, but we're not working with Verizon or Google or Apple. And it's a fascinating parallel likely for you, like, and not just from a budget perspective, but just team and dynamics. I mean, right? What's that been like? It's been a wild ride.

It was one of the reasons, as I shared, that I accepted the position. I loved the idea to. come in and help support and, first of all, I believed in the purpose and the why of the organization. So that was first and foremost for me. I love the idea of challenging myself. You know, it's interesting because I've kind of come full circle. I thought I was originally going to be an English teacher, and now I'm part of a learning organization. So it's different, but, you know, there's been a common thread through my journey, my personal journey that I love to learn. And so coming in and challenging myself to come in and, you know, not inherit somebody else's job.

that had already been doing it and their files and their team, but come in and build something from scratch really, really appealed to me. But it's hard. It's hard, you know. Yeah, if Mercedes-Benz, there's not a check you really couldn't write, you know, like, and not that money makes it. But right? I mean, it doesn't solve everything, but it helps.

Oh, it helps. I mean, while I was there, I negotiated the Fashion Week title sponsorship, the U.S. Open, you know, the masters, the naming rights for, at the time, the Superdome. I mean, and those were, as you know, those are big sponsorship checks. I mean, we were doing product placement and huge movies and, you know, Iron Man product placement level. Yeah. And then, you know, Marriott is, wasn't the same kind of sponsorship budget, but, you know, still. So, no, I would say my budgets are quite, quite smaller.

You know, what is a big number to me now in my forecasting? is quite different than it when I was at those big brands but no I love it it's I haven't regretted it for a moment and there's still so so much opportunity but my favorite part I mean I'm I get to be around these human beings who have come up with these incredible ideas and are I mean it's just a fascinating group of people and the members the members are amazing and my team I mean talk about a privilege to come in and build out a team and, you know, hire the individuals and create that culture. That's the other part we really leaned into is, you know, what kind of culture do we want to create? And so much of that is starting with who you hire. And so I'm just, I've just

an awesome team. I'm so lucky to work with them every day. Yeah, I was good. Yeah, I was going to say like, and I was going to ask across the span of your entire career but maybe you mean you retired 21 is there something like what's been like the biggest learning curve or like not even curve but just like learning lesson

or that you've kind of had or epiphany like working going from large to small or you know and having different opportunities you've got challenges we've got different opportunities because you can kind of impact more right that was that was all always my thing a little bit when you work to large brands. It's great. And like we do these things and

it's like hundreds of millions of dollars. And it's like, did we really move the needle? Like I think we did. And I feel proud. But and then what you're doing now, the smallest things can have a big impact. Yeah. So agree. I mean, we were just comparing our events. I'll go back to the events because you can probably tell that's like my real love and passion. You know, we were just looking at what was being done before. we built out this team and now what's happening. And it's both in person and virtual. By the way, you know, I know people talk about, oh, Zoom, Zoom fatigue. We haven't found that at all. So the virtual events didn't go away because the pandemic did or, you know, the pandemic, COVID became just, you know, like getting the flu shot now. It's and for us. It's doing all the virtual stuff

and adding all the in person back in. But probably my biggest aha moment and learning moment. And you'll know this, like big companies talk about fail fast and take risk and I didn't really find that was so much lived. And I think because again, we're an organization that comes from, you know, our base as an entrepreneurial spirit, we've got the freedom. I can pitch almost anything. And if I get the buy end, just the freedom and the ability to try things really quickly, to make decisions quickly, you know, it's not going through all these layers of profit. I love that part of it. So that's probably been the biggest, like being able to embrace that and know that we actually mean it and can do it and we're not just saying it. Yeah. Hey, that's fun. You know, I mean, being an idea guy, I would love that. Like, just throw it against the board. If anything, if anything, we have to say, okay, everyone, that's a lot of ideas. Let's prioritize and focus. Yeah, like narrow it down. Narrow it down. Talking to Lisa Holiday. This, DXO, Chief Experience Officer, Tiger 21.

Lisa, what do you like to do when you're not working? Well, it depends on whether it was college football season. But part of why I moved back to South Carolina, I love being on the water. So stand-up paddleboarding. I love to cook. That's probably my creative outlet outside of work. I'm a big nerd when it comes to reading. I'm like, you probably even know the little library I go to.

I got really into libraries again. So now I have a library card. It's so cool. It's really cool. That is a little library. I know exactly where that library is. It's a cool library. It is a great library.

So yeah, just and all my, I need to get more involved in, I'm so involved with my family and my friends, but I want to get more involved in the broader community now that we can get out and about and now that I'm back here and putting down roots. So, yeah. Yeah. Oh, and travel. God, I can't forget. travel. Love travel. What's your favorite dish? She said you like to cook or a favorite dish.

I mean, are we talking like all over the border specific cuisines? I do love Mexican. That's probably my guilty pleasure, nachos and a margarita. But I like just about everything. You know, I'm a Southern girl. Give me some fried chicken and collard greens and I'm good to go, Ryan. Yeah, there's some good fried chicken around there too. Like all of those gas stations that you think that wouldn't be good. had some pretty good fried chicken. It's called Palmetto Cafe, and it's about a mile from here, Ryan. If you haven't had that gas station fried chicken, you're missing out. Oh, I've had it.

I've had it. I love it. I love it. Well, Lisa, it's been great talking with you. I know we could talk more and more and more. I know we can have some brand discussions, but where can everybody learn more about Tiger 21 and anything else you've got going on some of your social profile? Paul's. Yeah, yeah, yeah. Well, definitely learn about Tiger 21 because I know you've got a great audience

of entrepreneurs and just great following. So yeah, Tiger21.com is the public-facing website. Our members have their own special website and app, but you can learn more about it. It looks great. We just did a revamp. And then, yeah, for me, I'm on LinkedIn is probably the best one, business-wise. So Lisa Holiday, yeah, would love to connect with your audience. It's been such a pleasure, Ryan. That's great. And that's Holiday. with an A. H-O-L-A. There you go.

Give Lisa a follow or a mention on LinkedIn and tell her that you heard her on the Radcast and you enjoyed it. Hey guys, you know where to find me, the radcast.com, for all of the highlight clips and today's episode with Lisa. You can find me on Instagram at Ryan Offord. On TikTok at Ryan Offord,

on Twitter at Ryan Offord. We had that blue check before you can buy it. We'll see you next time. We'll see you next time. To listen and watch full episodes, visit us on the web at the radcast.com or follow us on social media at our Instagram account, the dot rad. Or at Ryan Alford. Stay radical.