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A little about me, Edward Kado
So if you’re here, you’re probably curious who I am, what I’m about, and most importantly, what makes me qualified to help your business grow. Here you’ll find all three. Let’s get into it.
The Origin Story
Born to Sue and Walt Kado in 88′, I joined the party just in time to see the Berlin Wall come down.
Didn’t talk until I was 4 and even after that, I had a severe mumble. Now, many years later, I’m a professional salesman. Makes me realize, you can do anything if you put enough work into it.
Graduated with a Bachelor’s degree in Business Communication from Arizona State University. 3 weeks out of school, my first job was hardcore cold calling at CDW. For $12/hour + commission, I called anyone who would talk to me within IT departments at medium to large companies. It was a grind but in 2011, I was just happy to have a job and I went into it with an unstoppable positive attitude.
Despite how little money I made and how hard the job was, I loved it. I knew from then on that I loved the revenue-generating side of business. There’s a saying, “Nothing happens until somebody sells something.” That saying to me describes how necessary the sales profession is to the global economy despite being told no by prospects 98% of the time.
At 27 years old, I got exposed to marketing when someone asked if I could build them a website. I bought a HTML/CSS course on Udemy for $26 and pretty quickly, I was getting paid to be creative.
My Professional Achievements
I’m a total nerd for sales, marketing, and process optimization. I absolutely live and breathe this stuff. I love thinking about the macro-level effects of things, and I’d like to think that by helping companies grow their sales, hire more people, I’m helping the American economy by some microscopic fraction.
If you’re wondering if I’m legit, I myself still wrestle with that one daily but here’s a few of my professional achievements.
- At 22, I was the #1 new salesperson (by revenue) in 2011 out of 600 new hires at a Fortune 250 company called CDW (Computer Discount Warehouse).
- At 24, I was in the top 10 of 1300 salespeople at a little internet company called GoDaddy.
- At 26, I was the first American hire at a San Diego live chat service and grew it to $120K MRR.
- At 27, I taught myself HTML and CSS and began building websites.
- At 30, I started offering lead generation consulting. Within 6 months, I was booking 6-7 sales appointments for the in-house salesperson each day. The deals I generated for my client equated to $57k one-time revenue AND $9k recurring revenue each month.
- At 31, I joined an event tech startup based in NYC as their first sales hire with the title of Chief Evangelist. I started in November 2019 and the pandemic completely crushed our primary market but we pivoted and landed some huge clients like Harvard, the US Department of Defense, and Nike.
- At 32, I took on the struggling Santa Barbara Symphony as a consulting client in April 2020 as coronavirus ravaged the arts industry. With the regular season cancelled and a massive $1.4MM budget deficit looming, the CEO and I got to work and created a new website and innovative virtual concert experience. The patrons and financial backers loved it so much, we ended up raising $1.86M in the fiscal year to end with a $486k budget surplus.
My Core Values
- Trust – The world runs on trust and in the belief that people will do what they say they will do. If we can’t trust one another to stick to our word, then civilization completely collapses. Tell the truth, always. Omitting the truth is the same as lying.
- Truth – Facts matter. Truth matters. The entire world runs on trusting that something is true or not. If people can’t agree on something because some people won’t acknowledge the truth, civilization crumbles.
- How to treat everyone – Just treat EVERYONE the way you want to be treated. It’s not hard. Put yourself in the other person’s shoes and think if you would like how you’re treating them. If we were collectively better at empathizing with one another, I believe most violent conflict could be avoided.
- How to treat business associates – Succeed at the expense of nobody.
- Trust in the experts – Respect expert opinions over your own. Just because you saw a YouTube video doesn’t mean you should form your own medical opinion counter to those of the vast majority of medical professionals. Science is not facts, it is the ongoing process of factual discovery through constant scrutiny of data by trained professionals. Trust the process and trust the real experts.
- Practicing Empathy – Our social issues come from a lack of empathy for our fellow man. The more we empathize with one another’s struggles, with one another’s pain, with one another’s hopes and dreams, the more we realize we’re all the same. We’re all just humans trying to make it another day. We have far more in common with one another than we do differences. We should treat everyone accordingly.
- Money – Money is just a means to an end, not the end itself. Money itself shouldn’t be the goal, a life full of rich and rewarding experiences should be.
- Planet – We have ONE planet, it is your duty to leave the world better than you found it. Don’t litter, drive low emission vehicles, reduce/reuse where you can and buy carbon neutral or buy carbon credits to offset your own impact on the planet.
- Elect politicians that aren’t complete f****** idiots – As of August 25th, 2021, 26 people in New Zealand have died from COVID-19. In the United States, over 632,000. Elections matter. It’s literally a matter of life and death.
My favorite lesson on business philosophy
Most people know that the Japanese make the most reliable cars on the planet. 4 of the top 5 most reliable car companies in the world are all Japanese (according to Consumer Reports 2021 Auto Reliability Report).
That’s not by accident. It’s not because the Japanese have better materials or better technology available to them. It’s about CULTURE.
Toyota employs a concept known as Kaizen (the philosophy of continuous improvement) and respect and empowerment for people, particularly line workers. What this translates to is a sharp contrast in comparison to the reliability of American vehicles. Lincoln was dead last for reliability and Tesla was second to last. This too is not by coincidence.
Reason being is American car manufacturers will completely redesign a vehicle model every 5-7 years. That means every single component has to be reengineered even if the previous generation was working flawlessly.
Which design philosophy do you think yields the most reliable vehicles? The one where everything is completely and routinely redesigned or the one where small incremental changes are made? It’s the latter of course, and that’s why the Japanese win.
Isn’t it amazing that how something as intangible as culture can have far reaching effects in the physical products a company creates. It’s because of Kaizen, that I personally only buy Japanese vehicles.
I believe this example demonstrates why a company’s culture and philosophy tells you everything you need to know about them. With all that said, here’s mine.
Act as your client's fiduciary
Call me radical but aren’t service providers literally being paid to put their client’s interests before their own. If we are, shouldn’t we be held to the same standards as fiduciary service providers?
What I mean by this is maybe agencies shouldn’t sell their clients services for $5k/mo that they know likely won’t deliver a ROI.
It is your duty to your client to strive to be the smartest one in the room
“If you haven’t read hundreds of books, you are functionally illiterate, and you will be incompetent, because your personal experiences alone aren’t broad enough to sustain you.”
-Retired Marine Corps General James Norman Mattis
Marketing is a constantly evolving profession, we’re not growing potatoes here. Our clients are paying us to consistently educate ourselves, frequently bring innovative ideas to the table, and then execute them. We’re failing our clients if we’re not constantly evolving.
Your number one priority should be maximizing your client's profits
Isn’t the best way to serve our clients is to strive to make them as much money as possible as affordably as possible? If that happens, everything else sorts itself out, everything.
This is why I love performance-based marketing, it completely aligns the client and the marketer’s financial interests.
👋 Hey there! 👋
I’m Edward Kado.
I’m obsessed with helping businesses scale and thrive through better sales, marketing, and productivity systems. I want to help you too!
Say hello and let’s form a plan to make your business fly🚀