Adventurous Marketing with Jonathan Ronzio of Trainual

Path for Growth with Alex Judd

Jonathan Ronzio is a mountain climber, adventurer and is one of the cofounders of Trainual - a company that helps business owners create digital training playbooks. We have been so impressed with how they do things and how they help business owners grow. One of the things that stands out about Trainual is their marketing. They are such creative marketers, and Jonathan is the CMO. He is the brainchild of their marketing strategy and we are in for a great conversation today.

• What is the ‘normalcy’ that we’re trying to ditch? (2:25)
• Your decision to ditch normalcy happened around college. How did that happen? (3:50)
• Are you naturally wired as an optimist and you see the opportunities? Or what gives you the courage to do some of these things? (7:39)
• You used the phrase “instigator of making things happen” and that seems like a good definition of a leader. What’s a good example of you playing that role? (9:51)
• It seems like people like the idea of adventure more on Instagram than in practice. What lessons have you learned from your outdoor adventures and how do they parallel with leadership? (11:57)
• The mindset “why not just give it a shot” could be a recipe for success or dangerous failure. How do you assess risk? (16:52)
• Someone listening may aspire to live with more adventure but they lack the confidence. What do you tell that person? (19:57)
• Jordan Peterson talks about order and chaos - you don’t want to be one or the other, you want to be the force that mediates between the two. How do you establish the order that enables you to have these adventures? (21:13)
• How do you decide which adventure is next? (25:20)
• Having margin in your life and your leadership are both so important (27:46)
• Can you tell us how you think about marketing? (30:13)
• What are some of your favorites examples of content you’ve created? (34:49)
• How do you decide whether or not you’re going to pursue some of your crazy marketing ideas? (38:15)
• Can we play a clip of the Montell Jordan song? And what’re your goals for it? (46:41)
• I came across Trainual a few years ago as a scrappy, small, growing company. You’ve been doing creative things from the beginning. What would you recommend to others who know they need to be more creative? (53:17)
• Do you have any stories of marketing flops? (56:52)
• At Path For Growth, we’re hiring a Director of Marketing right now. What are you looking for in the interview process? (59:30)
• As an owner, the tension in marketing is needing leads that result in sales now but also testing on more creative things for the future (1:02:29)
• What challenge would you give to small business owners in regard to how they think about their marketing? (1:07:25)
• Prior to your role as CMO, did you have formal leadership roles? (1:10:10)
• With high energy, adventure seeking types it can be easy to move so fast and then look behind and no one is following you. Have you experienced that? (1:14:54)
• Trainual has grown so much in the past few years. The leadership it required three years ago is not the same as today. How do you reinvent yourself? (1:18:18)
• What is the practical advice you’d give to someone who struggles with delegation? (1:23:07)
• There is a lot of pressure and expectation around raising $27M. How do you deal with that responsibility? (1:24:38)

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