We'll spend thousands of dollars a month on ads yet routinely underinvest in the quality of the creative. Even the biggest agencies do it. They cheapen out on the quality of the audio track. But great music can make or break a movie or TV series. It can also be the difference between advertising and promotions that your audience either remembers or doesn't remember.

Raj has recently taken this to the next level. Investing his own money into the production of an entire rap album. I haven't met too many companies who have done that before.

Even more interesting is that this album talks about a sector which most would find very boring indeed - B2B SaaS!

I this hair-brained creativity gone wild or is there method to the madness. This is something we just had to get the scoop on.

It doesn't' matter if you like music, rap or Raj's tracks or not. You'll learn about a few mediums all rolled into one. It starts with audio aka sonic branding, then goes onto how to craft better webinars, then a sales pitch in the context of startups seeking funding, and finishes with events.

But don't worry, there's strategy throughout as we discuss how he inserts audio into branded content for maximum gain. And by listening to the full episode, you'll start to understand how all of these things link together - after all - this is one of the hallmarks of good strategy - a coherent set of actions.

And yes, you'll also learn how to pitch your startup to investors using his trademarked Que Pasa method. You'll learn how to take your events to the next level. And some of the secrets behind creative production if you wish.

But, the more important learning here is exactly how Raj uses this music he's produced to drive value and achieve business goals. And that story is a very interesting one. One that no one else has discussed with him - until now.

Want to be GOAT to Market?

Yes

I do

I do

I do

E20: The Journey to Becoming One of Forbes' Richest Self-Made Women - Liz Elting