Adam Torres and Jarrod Lipiccolo discuss entrepreneurship.
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Show Notes:
What does it take to create authentic brand stories that turn into sales? In this episode, Adam Torres interviews Jarrod Lopiccolo, CEO & Founder of Noble Studios. Explore Noble Studios and how Jarrod’s team is helping entrepreneurs thrive.
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About Jarrod Lopiccolo
Jarrod Lopiccolo is the Co-founder and CEO of Noble Studios. He has grown their creative digital performance marketing agency from a single-laptop endeavor to an international company serving brands such as Autodesk, The Islands of Tahiti, Niantic Inc., Adobe, Disney, Visa, Google and more.
A mentor, father, husband and visionary, Jarrod has held leadership roles with several non-profit and public-private initiatives in Nevada. He previously served as Co-Executive Director of the San Francisco/Silicon Valley Inc. Magazine’s Business Owners Council and was an advisory board member for NCET (Nevada Center for Entrepreneurship & Technology). He’s taken the stage around the world at Destinations International’s Annual Convention, Social Media Week Bristol, eTourism and DMA West, just to name a few.
Jarrod has also been featured on various podcasts, including the ‘Leadership Lab’ hosted by Patrick Leddin, Ph.D., ‘Business Bros’ hosted by Hernan Sias, ‘Sales talk for CEOs’ hosted by Alice Heiman and the ‘Marketer of the Day’ podcast hosted by Robert Plank.
His agency was also recognized by Inc. Magazine as the ‘Best in Business – Advertising” for 2023.
About Noble Studios
Noble Studios is a creative digital performance marketing agency that helps passionate organizations achieve inspiring results. They bring together the best of creatives and performance to help their clients achieve more traffic, more customers and more revenue.
Full Unedited Transcript
Hey, I’d like to welcome you to another episode of Mission Matters. My name is Adam Torres. And if you’d like to apply to be a guest in the show, just head on over to missionmatters. com and click on be our guest to apply. All right. So today’s guest is Jared Lopiccolo. He’s CEO and founder over at Noble Studios.
Jared, welcome to the show. Adam, thanks for having me looking forward to diving in and hopefully you’ll throw some curveball questions at me, you know Oh, okay. Jared there we go. There goes the challenge. I’m in. So today we’re going to be talking about Entrepreneurship really and the changing world so lots lots to cover there, but just to get us kicked off We’ll start this episode the way that we start them all with what we like to call our mission matters minute So Jared, a mission matters.
Our aim and our goal is to amplify stories for entrepreneurs, executives, and experts. That’s our mission. Jared, what mission matters to you? Well, first of all, I’m happy to be here to extend your vision. So I’ll be part of that that chain, but you know, we founded the company really on the premise of let’s be better every day, and it’s this concept that you’re, You’re content, but you’re not fully satisfied.
Right? So always asking, can I be better? Can we optimize that a bit further? You know, and that, that, when we bring that to the table, our team feels it, our clients feel it, our partners feel it. And so, so that’s it. We created it to, to live a better life. Well, thanks for sharing that. And I mean, that’s, and for being a part of this collection of missions that we’re getting out to, to our audience and abroad.
So great stuff here. I guess just to get us kicked off here entrepreneurship, I see you’re founder of a company. Like, was that always in your blood or is that something that like came naturally? Like, like, how did all that begin? Yeah, actually, no, it wasn’t in the blood as I would say most entrepreneurs are presented an opportunity and you either take it or you don’t.
I was actually set to be one of the youngest architects in the United States. So it’s really focused on that user centric design. And my wife at the, you know, partner at the time she was focused on copywriting. And so she was working in Las Vegas working with a company that created the, what happens in Vegas stays in Vegas, a tagline.
I was working at an architecture firm at the time. And then both of us thought, you know, There’s an opportunity here for us to move into the digital sort of space and really own that virtual architecture, if you will, as opposed to physical architecture and guiding humans through this, you know, thing that we call the internet.
So, so that was kind of what helped us kick it off. What year was that? Like just roughly like 2001. Wow. So that’s, man, that’s early on, right? Yeah. Yeah. It was, it was at the time where we had to convince people that websites are here to stay. You know that, yes, you, you know, even though you have a website, you still have to carry a business card.
I remember presenting when Google launched, you know, to like teach people what is Google. So yeah, it was the early days, you know, we were young and so now I got a little gray to show for it. What was that? So what was that like? Like, cause, and the reason I asked that question by the way, is because I, I do feel that in a sense, you I’ll take on this piece of it.
Number one, but number two, for the people that are like taking for granted some of the infrastructure and we’ll get into more complicated, you know, thought process around AI and brand and all these other things. But I want to stay in the old school, just a little longer. Like, what was that like? Cause I wasn’t in this space.
That’s for sure. No. Yeah. So I’m 43. So I was, you know, 23 ish, you know, when we, when we started at 20, you know, and I think that it was just, it was exciting, right? It was, it was this like opportunity where everything was possible and, and nobody really knew how to do it. Right. So every time, you know, you would say, well, have you ever done that before?
And, you know, as most entrepreneurs, we say, no, you know, we say, yes, we have, and we sell it, but, but the reality is, is that nobody did know how to do it. I mean, we were some of the first to bring HTML five, you know, to, to the world that we live in. I remember meeting Jeff Hahn. He was the one who created multi touch.
So all of us are pinching and zooming on phones and I got to meet this guy and he was all using GIS, GIS data and working with Autodesk. And so everything felt. new. It felt like there’s this like groundbreaking opportunity. And and it was, and I think part of that was hard because you just sort of chased right opportunities as well.
So those shiny objects, which most entrepreneurs or leaders do, but this was a different time where it really was new and, and opportunity was just at the tips of your fingertips. Yeah. How was that? And, and I don’t want to stereotype here, but many, you know, architects are going to be on the creative side of the brain a lot of the time, but for you to actually, you know, jump over and think of creating that and making that into a business or even going down that route, like, was that an easy, like stretch for you or a leaper?
Yeah. You know, like when in school and when you think about architecture, there’s that sort of practice of understanding, like what problem are you solving? And then you use, you know, you. You do blueprints and you build, you know, and you navigate humans through physical space. And, and there’s always a goal and a objective when you actually build.
And, and if you think a lot of those same things transfer right over into the web, right? We have to understand what, what, where are humans going? How are they navigating? What do they need right out of this experience? And instead of blueprints for buildings, we created wireframes for websites and you’d need a project manager.
So it was actually quite analogous to, to, to both sides of the, just, it was one was physical and the other was, was virtual. Hmm. When did the, the concept of like storytelling, like start to really hit home for you or like come into play? Like when did that, when did that come about in your career? Yeah.
At first we were building digital experiences for some of the biggest brands, you know, in homes and, and we were this sort of really, know, like we call used to celebrate the word boutique, right? We were a boutique agency. And that meant we were creative and we can kind of take on any challenge. But I would say about five or six years in clients started to say, Hey, listen, we really love the digital experiences that you are all creating.
How about, you know, what do you see about our brand? Like, what do you think about our message and tone and You know, do you feel like we’re targeting the right audiences and stuff? And that started to really open us up to say, okay, we no longer need to inherit brands and extend brands, but we actually are going to create brands and tone and voice and messaging.
And then ultimately started adding other services like performance marketing to where, how are we going to meet those users where they’re at, at that time and bring them into those experiences. Yeah, probably about five or six years in you know, we were being challenged by our clients to to help them with their brand messaging.
Hmm. So let’s just say just so my, my timelines right here. So if we’re starting like back in, let’s say 2001, then this would be maybe pre, you know, 2008, like collapse and everything else. Does that sound about right? When that discussion started to. Yep. Yep. And I, I actually distinctively remember I was sitting in a board meeting cause that was part of, you know, when you’re an entrepreneur, you want to put yourself out there and stuff.
I’m sitting in a board meeting and everyone’s like, Hey, what’s next Tuesday look like in terms of your schedules? And everyone pulled out their trio or PalmPilot, PalmPilot, BlackBerrys. Come on, all the buttons. And I, I had a little flip phone and I just, I remember going underneath it. The the desk and flipping it open and saying, yeah, that, that time works for me, no, I was not looking at my schedule at all.
And so, yeah, going back to, it’s just that, that moment in time was just a very exciting opportunity that anything was possible and it was, it was fun to create in that moment. Yeah. And when I see this is kind of like, even throughout your career and I just see. See, and I’ve seen some similarities just in the market overall, like this concept of brand and, and as technology has gotten better as you know, it’s become like, that used to be something that only like the big guys, I mean, if we go all the way back to the mad men days or whatever else, I mean, I know it’s going way back before, you know, digitization, obviously, but like that used to be in that concept and having those conversations about brand and storytelling was only for the big guys.
But now. Like, I just see, like, there’s just more access, the knowledge is there. And, you know, I see even little brands that are coming up and, you know, eating some people’s lunch. So I think the evolution of brand is interesting. Yeah. When I was, and what, this is actually one of the reasons why I was attracted towards the brand and marketing space was I was working for an architecture firm.
And you can imagine it was in Vegas. So they’re working on big resorts, right. Really large resorts. But similar to like the Disney brand, which is a very user centric brand, like every touch point, right? The wallpaper has Disney paraphernalia, the carpet, the spoons, the plating, the music, air pods, everything.
I mean, I can’t get away from it. Disney radio. It’s my favorite. It makes me happy. Whatever it is. It’s true. It’s everywhere. It’s in our life. It permeates into our lives. And to your point, those big brands are the only ones that really could own all of those touch points. And And I just remember getting really excited about, you know, being assigned to not only design this resort, but also the pre and then during and post experience that, that these humans would, would have with these, with these physical places.
And a lot of it was digital, like, Hey, we had to build websites. And to think that an architect would take on building a website it just showed that they really cared about making sure that, you know, you really owned that full brand touch, full user experience kind of stuff. And so that. That drove us to getting into this space.
And now we get to extend brands into every touch point of people’s lives. And we love that. We love fulfilling for our clients, customers. Talk a little bit about your, your approach and your team’s approach really to the creative process. And like, let’s say helping define or build on brands as they come through your doors.
Like, like talk a little bit about the creative process for you. Yeah. So we have what we call our TM three. It’s an it’s a proven process and it’s think, make market and measure. Right. And what that does is we approach whether you’re coming in for a campaign that you want us to work on or fulfill, or you want us to look at your entire sort of brand ecosystem, we, we start with the think and that, you know, you can imagine what that is.
It’s qualitative, it’s quantitative research, it’s stakeholder interviews. It’s really digging in, right. Understanding their competitors and you know, what do they stand for? And then we move over into the, to the make side, which is really about producing something that we’re gonna put in the hands of our client’s customers and, and they’re gonna ultimately experience that brand.
And then the measure or think, make market, excuse me, the market part is really about getting it in at the right channels, with the right mix, with the right calls to actions the right, you know, sort of. You know messaging and imagery and whatnot, and then we optimize right in that when that final stage of measurement, we really are optimizing.
We’re doing the A B testing. If it’s on a website, we’re doing conversion rate optimization and making sure that people are able to fulfill on what they’re coming to the website for in a shorter amount of time and less friction, if you will. So we just over that approach we take to every single interaction again, whether we’re full record agency or whether we’re just coming in and fulfilling on one specific service line.
Yeah. And so one of the things that, and a lot of things to unpack in what you just said, but one of the words that I like to talk about is attribution and really being able to tie something back and see, did it work? So when I think about like the importance of brand, it was always there, but whether or not we could measure it meaningfully.
can say, you know, based on making some of these changes, this led to an outcome within a certain period of time. That’s measurable in that, you know, you can attribute to some of the changes you made to me as this increases in quality and, and it creases, it’s going to like the importance of brand is.
Only going to continue to rise and continue to go up, especially if like you’re in a, you’re in a competitive space because that’s going to be oftentimes it’s not the best product that wins. I know many of the entrepreneurs, I know that’s your baby out there and I know, okay, it’s the best and you create it and it’s your idea and nobody in the history of the world ever thought of it.
Okay, fine. But let’s just put that on the side and just say that still doesn’t mean you work, you, you win. Like that still doesn’t mean you win. The numbers are still the numbers, right? So I feel like attribution is just going to, and like being able to track these things and being able to measure is just going to get better and better.
And and based on that story is going to become that much more important. Like love to hear your insight. Cause that’s just my, you know, but you’re on the inside day in and day out doing this for brands. So tell me your thoughts on like just attribution and like tracking and all of that. Yeah, I think, well, at the highest level, there’s a lot of debate around attribution, right?
Does it work and does it not work? And, you know, and, and, and so I think the key is to measure at the conversion point and then try to, you know, sort of work backwards from that. So, yes, can you give attribution to first click like this is the first time that you’ve experienced your brand or do you give it All the credit to last click.
And then that’s the most important channel, but then you’re missing all these touch points in between. And what you really find is that you need to follow intent based signals. That’s at the bottom line. And, and not everyone has this similar buyer’s journey, right? Some people will start in social or they’ll end in social, or some people will start at a conference or they’ll start with a white paper and they’ll end.
A website down, you know, you know, scheduling a demo. I think at the end though, the goal is to really monitor those intense signals and then make sure that you’re meeting those users at that moment in time, you know, when they need that, that piece of content or that, or that information. And then the last thing I would say is, you know, whether it’s for B2B or whatever else, the goal really is to, I used to speak.
To them in the, in the words that they need to hear, right? So you need to be talking about what problems that, that they’re having and how your solution service or experience solves that problem. And, and I think that at the end of the day, though, it’s all about intent based signals. Yeah, I agree with that.
And one of the interesting things is as much as I’m like obsessed with this concept of attribution, of course, who wouldn’t be right? Cause you’re spending money and you’re spending dollars, right? You spend, you have these ideas and that’s ultimately validation, but funny story. So I’m at a mixer that we did in orange County.
Maybe it was a couple of weeks ago and we, we pick up a new client out of that. We’re just, You know, in the community, we, we host a mixer. There’s no like real like theme or any sales pitch there. And we’re trying to figure out like, where did this person come from? I come to find out they were on like one of our original shows, like eight years ago, that doesn’t even exist anymore.
Like track that one through the old CRM attribution guy. Of course you can, but like. Yeah, I mean, at some point I feel like story turns into sales and that and that ultimately like prevails like that. That’s ultimately like how I feel about it. Like talk to me about like story and like even just that concept for some out there that don’t quite No, that like story does turn into sales.
Like, talk to me about that. Yeah. Well, and I, just to comment on that piece, I think eight years is a long time to see that ROI pay off, you know, and to your point, it lived out in the wild for eight years and then listening to the show for eight years. I don’t know. Right. How am I supposed to know? I love it.
No, but I think at the end of the day, I think people want to align with brands that they care about. Right. That, that you, that it elicits an emotional response. And so, so when you storytell, right. And, and even when you just did just now, you were talking about, you know, you visually brought me into Southern California.
And I think that that’s really critical is to. Humans buy from other humans. And at the end of the day, they’re often an emotional purchase, right? When, so when, when a company, when you’re looking at buying something and you say, okay, let’s use Amazon for instance, and I’m buying a widget. Well, this widget and this widget, they’re identical.
They’re the same price. Shipping is the exact same number of reviews or the exact same. And the next part becomes an emotional purchase. Like, do I like the color of it? Or do, does a friend of mine have that? And so. I think the goal is, is to, to really help, to story tell is to find what your sort of end, you know, user, your end customer, how are you gonna emotionally connect with that person?
And a lot of times it is storytelling, right? Yeah. And so you see some of the greatest brands doing this. You’ve got Airbnb and they’re not just saying, you know, here, come in, rent this, you know, house. They’re talking about all the assets that that community has and they’re showcasing all the experiences and things to do.
And in their storytelling, they’re effectively getting someone hooked into that emotional story. And then, oh, by the way, we have this product that’s called, you know, a home you could rent, you know, so, so I think it’s critical that you, you do move more into that storytelling, but the goal is you got to understand your audience, right?
So that’s where you really got to know, like, what values, you know do we need to be speaking to what pains do they currently have? What does, what does the end state look like, right? Is it this celebratory state of, you know, Of this purchase. And so so that was, I’d leave everybody with, yeah, you have to use storytelling to connect with brands because also we got a million things hitting us on a, on an average, on a, on a daily basis that if you don’t connect with me emotionally, you’re already in my rear view mirror.
Yeah. And that’s, I think for some, that’s a huge, like. Opportunity and benefit the fact that we’re all being so inundated, because if you are an authentic brand or what I, and when I mean by authenticity, if you, you know, whatever your particular mission is or whatever your particular story is, if you recognize how much that matters and understand that for the person that like, even, even our brand, like, I don’t.
I don’t think that my voice or my podcast has to be the one that everybody in the world listens to sure. Would that be amazing? Would that be nice? Okay, great. But I’m not really worried about that. I’m worried about, and I’m just want to connect with one person. Like hopefully they find that this is valuable, that I’m bringing an entrepreneur or an interview to them.
That’s going to be of, of meaning and a value in their lives. That’s all I’m worried about. And I’m authentic about that. And it, and that’s, that, that is our mission to amplify the stories of entrepreneurs and executives. Like that’s what we do. So I’m going to one day, you know, next week, start doing something different.
No, like that’s just, it’s just not us. That’s not our brand. And the moment we start doing things like that, like I think you get yourself in trouble. People don’t know what to expect from you. And I feel like that’s when a lot of. Whether it’s in the scaling process or I don’t know what, what different part that is when people lose their North Star of what they’re trying to accomplish and start trying to be everything to everybody, then they lose, like they lose traction and then the story becomes diluted and then it’s just, it’s just a mess and now they got to figure out how to, what, what’s next, right?
Yep. I think I ended lead on that. I think some of the best brands, if you look at them, they specialize, right? They really focus on just the one, right? It’s not, you know, the Amazons and the Walmarts and things like that. They are the one to many model because they have every product, but that’s the brands that are percolating.
And, and are successful today are the ones that do, you know, one or a few things, but do them really, really, really well. And they don’t try to be, you know, for every single person. And I think that’s smart because as soon as you start to spread yourself thin, as soon as you start to serve, you know, the, the, the, the dollars, if you will, instead of serving the mission, I think you lose your north star, as you said.
And so that’s one thing that I would recommend to every entrepreneur, every leader is to really hold that, that mission and vision close to the, to the chest and, and use it as your sort of, you know, filter your way points, right? As you start to fall off the trail because you start chasing the shiny object or a net new service line or whatever it is.
You know, and then you bring yourself back on and you just see it all the time. People chase technology. And if it’s not, if it doesn’t fit within, you know, your core offering, right, of what you do and what you could be known for, then it’s probably a distraction. So based on your experience you, you know, I got to bring up AI.
You’ve seen, you’ve seen from the beginning, like the beginning of digitization, you’ve seen all of the things that have taken place from like now to with brand from the beginning of digitization to now, now everybody’s talking about AI A lot of mixed feelings, a lot of mixed opinions there. Where, where do you sit on this issue?
Like, how does AI fit into brand? Yeah, no, I I’m glad you asked. I, I, we’ve always been an early adopting company, right? We like to say that we’re on the leading edge, not the bleeding edge. So we’re watching people in front of us fall and kind of break their nose a little, and we step back just a hair.
But I, I think, you know, that doesn’t mean we didn’t run at AI. In fact, I don’t know of another agency that’s running at it as fast as we are. So We were embracing it, but we’re embracing it more from an angle of like it’s assisted a I not full generative a I write the stuff we put in clients in front of them.
Never is it just come right off of a platform and into the client’s hands. It’s got to be, you know, pretty dangerous. Yeah. Oh, my gosh. But I think you see it, right. And you see it a lot of times on the client team side where they’ve got marketeers internal and they, they love it. They love the empowerment.
They’re like, I can do what the agencies used to do and it comes off polished and it feels right. But those that are veterans, right. That have like a volume of experience that have come through our agency. We look at it and we say, wait a second, you’re, you know, that message is misleading or it’s competing with your competitor or it doesn’t attract your audience or it’s isolating another audience and there’s, it’s so complex.
And so, You know, for us, I, I’m, I’m a big fan. I love it. I, I literally am like doing mid journey at night at 10 o’clock at night in my bed, prompting and coming up with stuff and sending it. I, I couldn’t see the eclipse just yesterday. And I was like, Oh, I was, you know, and so I prompted up an amazing eclipse and totality, the path of totality.
I was going to throw it online. And I thought, no, don’t do that. Let’s let the purist in me didn’t want to do that. But the point is, is yeah. You really want to use this as a tool, you know, and, but you also want to be cautious about it. So we brought our legal counsel in, we’ve got a matrix. We look at every single AI platform that we’re using.
What are their terms in use? We communicate to that our clients about how we use it. We have an AI task force every month we do a show and tell with our team and what they’re actually creating and how we’ve communicated that to the client. So it’s pretty exciting. I mean, I, I love it. And I subscribe.
To the fact that there are more humans on this planet than there ever was. And there are more employed humans on this planet than there ever was. And I have no reason to think that there won’t be more humans and more people employed just because we have a new machine tool learning tool that, that we can leverage.
So, yeah. I’m a fan of it. I mean, I think, I think it’s going to just create more opportunity. It’s going to be a bigger market. There’s going to be more time for people to spend on things that they like higher level thinking and things that they want to be doing versus kind of some of the rote routines and tasks.
Not comparing this phone when I say my next statement, but I’m looking forward to the AI Adam that my team tells me they’re building. So there’ll be a version of this interview. I mean, I’ve done over 6, 000 interviews. So, you know, there’s, I probably asked a certain amount of questions at some point.
So, so we’ll see what happens when the AI Adam comes out, because I’m in, I was like, let’s see. See what you guys make. I’m, I’m all for it. I’ve got to comment on this because literally this last quarter, our team generated the GPT Jared version. And so they ingested all of my interviews, all the content writing.
And then they, they fed in our core values from our company and everything. And it’s. It’s amazing. Like it literally can spit out stuff that I would normally say. And I, and it’s, and it’s, and, and, and one of the things they did, they did an analysis and I haven’t dropped an F bomb yet on the show, but that might happen.
They did an analysis of like how often I swear. And it was basically, I swear to you, I swear. So I swear every team is great. I love this. Shout out to all the Jared’s fans. Team, this is amazing. So it’s, it’s comical, but yeah, they, they so I, I guess I swear every 500 words, which is, you know, then we asked it, well, is that, is that above average?
And it was like by four X it’s above average. So, so clearly I’ve got a potty mouth, you know, is what, what we needed AI to tell me that though, apparently, you know, no, this is progress. See anybody that says the AI is not progress. Hey, we can all use. Now I’m like, I’m self conscious. I’m starting to cut back on swearing.
I’m like. Oh, fricking this and fricking that as opposed to something else, you know, cause I’m just like, yeah. So, but no, I think it’s such an amazing moment in time. I’ve always embraced innovation again, back to mentioning like multi touch and what, what did that do? Think about what that did for all of us, you know, and.
And, you know, tablets and bed and phones and this, that, the other, and now cars and driverless cars, you know, it’s just, this is only going to add to it. And and I just say embrace it. If you’re nervous about it, like grab a glass of wine and, you know, just try to make something with it. And the tools are free, you know?
Yeah, I get it. I I’m not. I’m just not concerned about the data, privacy and all that stuff. And I will say this, a lot of the young generation aren’t either. They, they want a frictionless consumer experience. And if it means giving their data away for that, great. If it means, you know, they have to be early adopters of technology, but they get to fulfill on what their needs are, then then great.
But but yeah, I’m a big, big believer that it’s it’s an exciting moment in time. Let’s jump around a little bit here and get into some of the niches that you’re, you’re active in. So travel, tourism, I mean, talk to me a little bit more about some of the niches you cover. Yeah. So so B2B of course is a big thing.
We’ve always been in the tech, you know, sort of FinTech and tech stage SAS and all that. I would say over the last 12 years, we really leaned deep into the travel and tourism space, partly because they’re not selling a widget or a gadget or a product. They’re selling human experiences, selling memories, right.
And those things last forever. And, and so I love their core value and mission of that, but I will say, And we can thank Instagram for this, for making travel sexy, right? The, the influencers taking a shot in the park and narrow waterfall or at a cliff or whatever, we won’t go into that, but, but but they made it popular.
And so, so we market destinations, right? What San Francisco was a big client of ours. We do a lot of Southern California, beach towns, Yosemite is a big client of ours. And, and what am I bringing those up is that these are places that are now experiencing what they call over tourism. And, and that’s a, that’s a challenge because while we want to share these destinations and build these experiences and build these memories, we have to do it in a responsible way.
And so, so we already know how to attract visitors. We know how to meet them at the channels that they’re at. Now it’s about attracting the sort of right visitors. And, and so for that, you know, we were creating what we call sustainability audiences. So we’re looking at people and saying, okay, with, with this audience, they value Things like outdoor sports or stand up, you know paddle boards or kayaking or hiking or biking.
And you know, they happen to have an EV car and, you know, so, you know, name off all the different attributes and create this audience. And then we’d market to them the assets of say Lake Tahoe. And then they come into town and they actually stay longer in market. They, they engage with locals in a more positive way.
They, you know, You know, visit non over tourist, you know, areas not, you know, so they, so they reduce that sort of impact, you know, that impact on the environment. And then they walk, then they come back, they’re repeat visitors as well. And so what, what client doesn’t want a repeat visitor. And so, so we’re really trying to lead.
The charge when it comes to architecting sustainable travel. And I was just speaking last week at a conference in Vegas about this exact topic. And, and it’s, it’s pretty exciting moment in time for, for the travel and tourism industry. Man, that is exciting to think about the natural resources side of it.
And that, okay, you figured out the, like it’s, it’s an evolution. You figured out the. What I’ll call the basics, which is, can we get people there profitably, right? Like, and, and make sure there’s an ROI on that check. And now we’re finally developing to the point where it’s like yeah, we can do that, but let’s make sure we bring the right people that are, that are going to, that are going to use the facilities the way that we want and are not going to, you know, you know, whatever that is for the particular situation.
And they’re going to be better clients for, in this case of the parks, of the environment, the cars going through the forest or whatever, versus, you know, the, you know, whatever the opposite is right for that area. It is. And for each one of these environments, we’re creating what they call stewardship tenants, which really is about connecting the visitor with the local, right.
There’s always been tension between visitors because they’re like, Hey, We live here because we love it. And now we’re going to have to share it with everyone, but that’s really part of the economy, right? It keeps the, it keeps the learning. So we build, we build these sort of messaging and stewardship tenants where it connects the local, what they believe in, and it educates the visitor when they come into market.
And then it supports the local businesses that keep the, again, it keeps that economic wheel, that flywheel turning. So that’s a really exciting time because now we have this chance of bringing to your point, the right visitors in the market. Man, that’s huge. I mean, that that’s progress for humanity. I love it.
It’s great. It’s a great story. Yeah, thank you. Well, Jared. I have to say it has been great having you on the show. I learned a lot. I feel like we went through a whole lot of content in terms of really the, the, the evolution of not just digital, but the marketplace in general. I just have to ask, I mean, what’s next, what’s next for you, what’s next for noble studio?
So Yeah. So, you know, thank you for asking. It’s been, you know, it’s been a good journey, right? We’re 20 years in, in, in the making. And I think we kind of came out of the pandemic and I think a lot of companies are feeling this pressure of coming out of the pandemic and like, what is next? And, and we just thought we have such a healthy brand.
We’ve, we’ve affected people positively, all of our stakeholders, right. Whether that’s. Board members to clients, to team members, to partners. And so our, our, we’re, we’re in a growth mode. You know, my, we have a big 25 percent growth goal that’s set on the company this year. We’re in, we’re in international markets right now.
I’d love to wake up one day and we’re a 24 hour agency and that we’re serving the globe and our brand is positively impacting and we’re spreading the message of let’s be better every day. Amazing. And if somebody, if somebody is listening to this or watching this and they want to connect and follow up with your team, how do they do that?
Well, first we have our website. Like everyone go to go to our website. It’s noble studios. That’s N O B L E S T U D I O S. com. Take a look at case studies, read some of the thought leadership. If you follow. feel like we’re the right company, reach out to us. Or you could even go to my LinkedIn which is Jared Lopiccolo.
It’s J A R R O D L O P I C C O L O. And just send me a direct message. I love to connect with other humans, learn about their stories. It’s the best way to make a friend, right? Is to listen. So I’d love to listen and hear, but I would say don’t sell me shit. The, you know, the first time, maybe the third or fourth time we’re interacting, then you can, but.
But otherwise just let’s reach out and talk. Yeah. It’s about time you dropped at least one halfway curse word. I was like, man, you don’t love us over here at mission matters. Did AI, I mean, what did I do to you? Jared? No, I it’s literally, I’m building a, yeah, I’m so I’m really sensitive. I had to just for good measure.
I was like, man, it’s just like, what the hell? I know you made me put a jacket on that, you know, amazing. For everybody watching this. So, you know, we’ll put, we’ll put the links in the show notes, of course, so that you can just click on the links, head right on over. And if you’re, you’re new to mission matters or to the platform, we’re all about bringing on business owners entrepreneurs, executives, and experts and having them share their mission, their vision as entrepreneurs.
And we all grow together here. That’s the goal. That sounds interesting. This is a daily show each and every day. We’re bringing you new episodes, so definitely hit that subscribe button because we’d sure love to have you back here so you can hear some more great stories from entrepreneurs and Jared, again, thank you so much for making some time for us and and look forward to continuing to watch the, the noble studios journey.
So appreciate it. Thank you. Appreciate you.
