Porter: 0:05

Welcome to Transacting Value, where we talk about practical applications for personal values when dealing with each other and even within ourselves. Where we foster a podcast listening experience that lets you hear the power of a value system for managing burnout, establishing boundaries and finding belonging. My name is Josh Porthouse, I'm your host and we are your people. This is why values still hold value. This is Transacting Value.

Hayley Knight: 0:32

If you bring in human stories and combine it with data and numbers, you can create the perfect balance between telling the story but making them understand that it is relevant.

Porter: 0:47

Alrighty, folks, welcome back to Transacting Value, where we're encouraging dialogue from different perspectives to unite over shared values. Our theme for season four is intrinsic values what your character is doing when you look yourself in the mirror. So if you're new to the podcast, welcome, and if you're a continuing listener, well, welcome back. Today we're talking our October core values of creativity, simplicity and giving. With the co-founder and communications director of Media Relations Company, b Yellow, we bring a fresh and ever-revolving approach to the world of media relations, digital marketing, social media strategy and brand positioning, specializing in providing integrated and flexible services that are tailored to clients seeking a seamless integration of work and life. Social and environmental sustainability are at the core of our values and shape our entire approach. We proudly champion companies that share these values, placing social responsibility and consumer sentiment at the heart of their business creations. We believe in doing business ethically and honestly. Our authenticity and credibility shine through in everything we do. We embrace a conscious mindset and are committed to delivering results that reflect our ethos. So, on behalf of B Yellow, again, communications director Haley Knight and folks, without further ado, I'm Porter, I'm your host and this is Transacting Value. Haley, how you doing, how's life.

Hayley Knight: 2:07

Good, thank you, it's good K on it. We only launched the agency last week and it's been a good week, and then we went away for the weekend, which was peaceful and chaotic in equal measure.

Porter: 2:20

I'm sure it was Equal parts. Business and pleasure is always good. B Yellow is a week old. That's huge Congratulations.

Hayley Knight: 2:28

It's crazy to think that it's a week old already. We've had so much drive up to the launch and it's been such a labor of love and so much work has gone into it. It's crazy to think that it's been and gone and it's a week already.

Porter: 2:41

Yeah, I bet, I bet, and so, before we get too far ahead of ourselves, what is B Yellow? Why the name? What do you do? What's the focus?

Hayley Knight: 2:52

B Yellow comes from the values and ethics that we may or might. This is part of both hold and what we've developed over a period of two years where we've both spent traveling the world. The name B Yellow. It represents life, freedom, joy, exploration, everything that we wish to try and embody in this entire new venture. It also comes with a term picked up by a book on personality types, called Surrounded by Idiots, and it's all about how Yellow taps into the creative, the fun, the energetic side of life. So it really feels that it represents who we are and the energy that we want to bring to PR our clients, making a difference, change. All of that embodied, really.

Porter: 3:39

But it's digital right the whole company.

Hayley Knight: 3:42

Yes, everything is online. We work remotely. We work online with our clients. We work with predominantly service or online based companies. We do work with some product companies as well, but yeah, everything's completely remotely. That. We're currently in Bosnia right now and we don't intend on not traveling anytime soon. We want the company to reflect that as well.

Porter: 4:01

Unbelievable man 2023, what a crazy century. So far, you can found an entire company, establish an entire company, gain clients and conduct business while on vacation.

Hayley Knight: 4:16

It's definitely. I think one of the good things that came out of COVID few good things was definitely the future of work and shaping the way that people work and want to work. I read an article today about how businesses that force their employees back into work are failing because it's just not something that employees want to do. It should be definitely more of a choice and work should center around life rather than the other way around.

Porter: 4:43

I like that and so do you think just based on that article, I guess, or your opinion as you've grown through life, do you think that's sort of what would you say balance or alignment in having a choice to work at home or work where you want and do what you want? Is that sort of its own form of self-care, or is it just necessity and sacrifice that comes with life and it just is what it is?

Hayley Knight: 5:06

I think it's a mix of both. I think that it's definitely necessity that comes with life and considering things like childcare and maternity leave, health issues, accessibility, inclusion it definitely centers more around those factors. That benefits those factors. I think from a self-care point of view it can be, but it depends how you manage it. So I've worked from home predominantly most of my career and sort of flexible work-ins, switching between offices and before we went traveling, and one of the main reasons why we decided to go traveling was I was incredibly burnt out. I was working every hour, I was not selling healthy boundaries, I wasn't saying no to what I should be saying no to professionally. I should have been saying yes to the wrong things and doing things for the wrong reasons, making the wrong decisions, and I was just exhausted, absolutely exhausted. I think that you can still have those issues working from home and you do need to put more effort into setting boundaries, but I think that you can definitely have a better work-life balance if you have flexible working options.

Porter: 6:12

Okay, so in terms of flexibility, I think a large part of that is your physical atmospherics or surroundings, right, but there's some other aspects more specifically to this show, in my opinion, especially trying to align more with your values and your perspective and priorities, even, and so, in your case, let's go there for a second. This is a segment of the show called. Developing Character. And so, for anybody new, the point of this segment is to sort of establish our conversation in the commonality that Hayley and I both have a value system to make our decisions off of right. So two questions, Hayley, as vulnerable as you want to be, as open as you want to, be totally cool. But the first question so then, as you were growing up, what were some of your values?

Hayley Knight: 6:58

I come from quite a traumatic upbringing. I am quite a traumatic childhood, so good mental health and independence as well. I was very independent from a very young age and that's always stuck with me and pulling myself up from where I came from has always been a huge driving force for me. So I've always been quite ambitious and motivated and determined to do better and do better than where I came from. So that's always been really, really important to me and so that, compared to independence and doing things for myself, has always been deep rooted values, real deep rooted values.

Porter: 7:39

Sure, but now you're on a team, you co-founded a company, so it's not all about you, right? So let me ask you this Now then, if anything's changed, what are some of your values now?

Hayley Knight: 7:52

I think, definitely to share those values and create a positive, balanced workforce partnership with clients, relationships that are focused on well-being, good mental health. As an agency, we offer our employees four-day work weeks, for the one day to be spent on personal and professional development. We're all about growth and again going back to that work-life balance and we don't want everything to all be about work all of the time. I used to be in a position where I lived to work and now I want myself and my team to be in a work-to-live situation. So those values have sort of like very much turned on their head and I've worked hard for a very long time. I've run an agency before this. I've been in PR for 10 plus years. I've built my career and I always have there has been an element of being on my own, but now I do have a team and I have a solid partnership and it feels really good. It feels really natural and really easy flowing and I want to sort of put that energy back into the business, back into the team, and I think that's where my priorities are now All right, folks stay tight, we'll be right back on Transacting Value.

Porter: 9:12

Okay, you're right, public relations is a simple concept for your business growth, development and impact. But then why is designing an answer to the questions what is your PR campaign for, or how are you measuring the effectiveness of your PR campaign so difficult? Did you know that any effective PR campaign should increase brand awareness, media coverage and reputation? Did you know that your public relations strategy should also generate leads, boost sales, improve employee morale or, even better, build relationships with key stakeholders? I certainly didn't for my media production company. What if there were a way for you to align your business mission, vision and values with life, passion and freedom, while still crafting your relationship with your consumer audience? Well, there is. Welcome to Be Yellow. Be Yellow is a remote, decentralized PR advertising agency that has helped businesses, events and causes create reliable and mindful communication strategies for diverse client needs. See Be Yellow's co-founders, haley and Marcus, believe in doing business ethically and honestly. Plus, in a digital age where social, value-led businesses thrive, they're here to make a genuine difference. As every creator and business owner will agree, to be successful in business, you have to be insightful and in tune with your audience when it comes to PR and marketing impact for your business, though, you have to Be Yellow. Check out their website, beyellowlife today.

Hayley Knight: 10:38

Put that energy back into the business, back into the team, and I think that's where my values are now. Good for you, sort of like the constant flow of positive energy.

Porter: 10:48

Yeah, man, from everything growing up that you went through, dealt with and experienced to where you're at now, what a crazy journey you've had.

Hayley Knight: 10:58

Yeah, I have a lot of people say to me once I share my story with them that they can't believe how normal whatever normal means- yeah Well, normalcy aside, I think you said the two of you, I think last time we spoke just after COVID or during COVID, I think.

Porter: 11:17

The tail end of it. You guys decided to travel more once regulations lifted and things, so I've got to assume being able to travel around the world, or to whichever countries you prefer to travel, more frequently. Your perspective is only going to help clients and only going to help yourself. You guys aren't just going to sit by a pool and drink pina coladas, I assume, right?

Hayley Knight: 11:38

No, the past few years have definitely been an incredible, insane, crazy adventure it's probably the best three words I can put to it. We have learned so much, we've learned people's perspectives, we've changed our perspectives on so much and we've learned so much. We've met so many incredible people, amazing contacts, we've developed multitudes of business ideas and we've seen what we can do, or what needs to be done, in order to change certain aspects of the world, globally, socially. And it's ideas and the energy and those contacts that we can bring to our clients. And it's more than just creating a PR campaign for us now. It's creating a PR campaign that isn't just going to get tons of press and be done with it. It's campaigns that we know that we can partner with charities and partner with individuals and activists and events, that we can genuinely make a difference, and that's the pure heart of BLO.

Porter: 12:42

That's huge. That's huge, and so some of your inspirations from traveling, I think I saw was it you sandboarded in Peru.

Hayley Knight: 12:49

What does that even?

Porter: 12:49

like. What does that even mean?

Hayley Knight: 12:51

That was incredible. So we're in Huacatina, which is an oasis in the desert, and it's one of the only oasis in the world and we went buggy and sandboarding in the desert, which is just an experience in itself. But there was one moment where we all just stopped and we watched the sunset and this big ball of orange energy just going down over the sand dunes. It was just phenomenal. It's just very humbling and it's allowed just to be present and be very grateful for the experiences.

Porter: 13:25

I bet, yeah, there's nothing like a sunset in the desert. I don't know why, I don't know what it is about the atmosphere, but the colors, the vibrancy, the clarity, yeah, the awe that comes with moments like that is unreal, unreal. And then so some of your other experiences, though what other countries have you actually traveled to?

Hayley Knight: 13:44

Oh gosh. So I think we have been to probably around 20 countries in two years. We've done most of South America Costa Rica in central Ecuador, Colombia, Peru, Brazil, Chile and Bolivia. We've been in the Amazon rainforest. We went to Antarctica, the Patagonia side of Chile, walked with penguins pumped back well, watching the cloud forests in Ecuador. Often experiences such as being we were in Peru in January and we were there during the protests and there's a lot that we couldn't do we were planning on doing the Inca trial to match your picture, but they closed it because of the protests, so we couldn't do that but even being amongst that energy of the local people and speaking to people about it and seeing their perspectives and I think that's one thing that I really have enjoyed. One of the biggest things I've enjoyed about traveling is just hearing local people's stories and perspectives on things, because it really does change everything and bringing those elements of storytelling into PR. For me has always been really important to be able to bring real life perspectives and stories into new stories, especially with extra predominant on those in PR. It takes everything to another level.

Porter: 15:00

I bet it does.

Hayley Knight: 15:01

And then when we're in Peru and there is seeing generous requests like oh, what's going on in Peru? We're looking for it, and I was like I'm on the ground here, talk to me, I can put you in touch with people. This is what you need, these are the people you need to be speaking to, and it's just that energy is vitalizing.

Porter: 15:17

Well, I assume, even just for your perspective, to be able to travel around and now, in building your company, to make more of a social impact, the input that you've been able to pull from it's not so one track. You've got crazy influences.

Hayley Knight: 15:32

I think the biggest thing for me has been climate change. I think that I've always been an activist around climate change, but it's made me see it from different countries perspectives and how it's affecting different countries and different people, and that the amount of conversations around climate change are incredibly westernized. There's a huge campaign in the UK called Extinction Rebellion and they're all climate activists, but they all specifically talk around bringing down planes, stopping commercial flights, shutting down the airports, because it's the main cause of climate change. And you begin to look at it from such a privileged perspective and you begin to see that. So, for example, in South America, is that during rainy season, when we were there, we were told that in Peru, oh, it's going to flood. You can't do much to get you. Your drown landslides, everything's a mess. And we I think we were there for a month and we didn't get. We had one afternoon of rain and it's the same in the desert. We were in the Atacama Desert and they said, oh, the desert gets about 10 days of rain a year. I think why we were there, ranged from stock for about two weeks. Oh, wow, it's just. You can see, physically see the changes and physically understand and emotionally understand the impact that is having on indigenous communities, people living in poverty. It makes you realize that we have very much attacked things from a westernized point of view and we're not the ones being the most affected. Obviously, there's like a lot of talk around the moment the heat waves in Europe is that Bosnia, for example, has been boiling, but it's all these people on holiday are being affected. Flights like airlines are canceling their flights and it's actually there's people out there actually dying because they have no choice but to work in the seat. They can't harvest certain foods or grow certain foods because it's too hot, there's not enough rain. So it really does allow you to understand the grave impact of these issues and bring that into communications.

Porter: 17:33

I mean that's sort of the I don't want to call it natural progression, but it has been the natural progression over time of consumerism, materialism, just commerce in general, especially when you're talking about more economically developed countries, because that's what's guiding what convenience and profit. You mentioned, for example, shutting down airports, and not to dive into the politics, because I don't know that, even what that process would look like, but the impact of that global logistics would essentially crumble. Whatever conveniences or necessities, I mean, there's medicines that get flown places, there's people that get flown places, and so to move everything on, I don't know, a hoverboard or a helicopter instead of a plane, for example, isn't feasible. All right, if folks sit tight, we'll be right back on Transacting Value. Thomas Jefferson wrote in a letter to George Washington in 1787 that agriculture is our wisest pursuit because it will, in the end, contribute most to wealth, good morals and happiness. Did you know that, even at a nearly $1 billion valuation, farmers markets nationwide still authentically serve their local markets as direct to consumer farm fresh models of freedom, health, reliance and teamwork? At the Keystone Farmers Market in Odessa, florida, those same ideals also cultivate an agritourism experience preserving the old ways of wholesome, family-oriented, sustainable growth of produce and people For premium quality produce at affordable prices, opportunities for the kiddos to feed the baby cows or to simply wander the garden and watch your future meals grow. Visit Keystone Farmers Market on Facebook or come by in person to 12615 Tarbon Springs Road, keystone Farmers Market, the place with the boiled peanuts, whatever conveniences or necessities I mean. There's medicines that get flown places, there's people that get flown places, right and so to move everything on, I don't know, a hoverboard or a helicopter instead of a plane, for example, isn't feasible. So some of those claims may be founded in good intention, but what's the substitute, what's the complementary service that has less impact, in this case, to the environment or climate, but still a complementary benefit to whatever that respective society needs? That's a big ask.

Hayley Knight: 19:55

I think that's why there's a lot of pushback too, because there's no substitute and it's not a one-solution-fitzel, right, and I think that the issue is what we try to address, these things that it's a one-solution-fitzel and it isn't. And one solution can bring up 10 different problems, and the more you delve into something, the bigger issues that you find. It's not always solutions. You find more problems, and so it's about going deeper than surface level, and for me, it's all about education, and this is a lot of what we're bringing through with BELO and RPR campaigns is that it's education, and trying to educate the masses as such on such intricate subjects and making people think.

Porter: 20:39

I like your angle educating and raising awareness but how do you do that? I try to focus more on social sciences. That's more my angle and preference. It sounds more like you're focusing on earth or life science, which is cool too, but how do you encourage education? I mean, these are some of the classes that most kids sleep through in school, so how do you get adults to pay attention after they, you know?

Hayley Knight: 21:02

Yeah, we do climate and life sciences. We do a lot of other interesting topics as well, but also just the challenges such as LGBT sex education, dating apps and safety. So we work with a dating app called Sizzle and we've been working on a campaign with them at the moment around women's safety and even sort of going as far as apps being used for human trafficking and grooming. So it's these topics that are so important but so difficult to get people to listen without there being unproductive debate. It's again. It goes back to what was being in different perspectives, using case studies, real voices, real situations, and it's for me, it's the heart. Storytelling is that storytelling is so important. Data is amazing. Data numbers. It works. People respond naturally to data, but you bring in that emotional connection when you bring in the storytelling and the humanized storytelling, and that's what is at the heart of all of our campaigns, everything that we do, and I think that's how you really reach people when you try to educate them.

Porter: 22:12

For sure, for sure. Yeah, I mean, it comes down to the impact, right. So humanity needs humanities, and that's the point. But how do you convey it? More than the superficial interpretation? You look at stories like I don't know Oliver Twist, for example. Well, okay, cool, it's a good story and in my opinion, it's basically Aladdin. But then he grows up, he takes his second chance, does something with it, drive, ambition, intuition, so on, and all of these other skill sets and values and how he turned his life around. But what is that? To most people, it's a story that maybe they read, maybe they heard, maybe they're just familiar with the title. But to what end? Right To use it as a platform, for example, to encourage introspection and a positive direction of skills, or, like in your case, like I said earlier, everything that you experienced, and then now you're taking all of those things and turning it into a positive direction. It's a moral that I think a lot of stories can be held to as a standard, but they're not, because the impact isn't there, the relationship isn't there anymore. This is in 1825 London, this 2023 global world. Finding ways, I think, to reach people or to communicate in ways people are willing to learn is tricky for any science.

Hayley Knight: 23:30

I agree. I think social media plays a really important role in being able to share video stories, video content, as much as TikTok gets a bad rap. I do believe that it is changing the way that people interact and engage and create conversation around certain topics. It's obviously not a perfect platform, but it's certainly shaping the way, especially connecting with the younger generation and how they engage, which is really exciting, and I think that it's, should I say, reach, not teach, and it is about how you find that connection with people. Again, it goes back to it's not being a one-fifth-all solution, is that certain things are engaged with others that others won't connect with and others will disagree and agree, and it's constantly happening to deal with those dynamics. But I do believe that if you bring in human stories and combine it with data and numbers, you can create the perfect balance between telling the story but making them understand that it is relevant, and data, for me, brings in social relevance.

Porter: 24:35

And another thing that's cool about social media. Now, for example, you mentioned TikTok, but it could be any platform, right, because it is well, not all the time, but it is, to a certain degree, forcing people to be more critical about how they come across and to be more intentional with how they communicate. Maybe totally ineffective, maybe totally inappropriate, but in construct, even if it's as simple as okay, well, you got to play the algorithm game, whatever that means, on whatever platform, you still have to be intentional with how you're crafting or editing or whatever. And so I think there's a certain element of self-awareness that may, in time, come out of some of these fads and some of these platforms, and I don't think everything's a total loss when it comes to, for example, this younger generation now spending a lot of time on social media or involved with tech and video games or whatever applies. I think it sort of comes down. I like what you said reach, not teach. It sort of comes down to that, I think, where it gives you an opportunity to meet people where they are. So what are the benefits to the way people are communicating? And then how can we amplify that? And then how can we increase awareness about the deficiencies and what it can degrade, and try to avoid those things. Man, I think you found yourself in a pretty interesting position, especially with the PR company, to be able to balance all of that on top of eight billion different perspectives on how that could be applied and done correctly.

Hayley Knight: 25:56

No, I know so it's a challenge, but no, it's exactly. That is that young people get criticized so much for being on screen time usage and being constantly attached to technology, and I think that we have seen a generation grow up on technology, that they have multi skills. They are leading the way in things like gaming, fintech, consumer technology, gadgets. Companies are basically creating products based on what this entire generation are using and developing and looking for.

Porter: 26:29

That's a great point.

Hayley Knight: 26:30

And then you have the huge I'm doing a lot of work at the moment in terms of shaping the workplace and there's so many opportunities at the moment of mentorship but Jen said, mentoring the older generation, not the other way around and teaching them about these skills. And you have recruitment, for example, recruitment for you. You have one person now that can step into a job and do have 10 different skills and they can video edit, photo edit, animation, graphic design, social media management. It's changing everything.

Porter: 27:05

Alrighty folks, sit tight and we'll be right back on Transacting Value. Alrighty folks, here at Transacting Value, we write and produce all the material for our podcast in-house the game perspective alongside you, our listeners, and exchange vulnerability and dialogue with our contributors every Monday morning. But for distribution, buzz brought the platform to use. You want to know how popular you are in Europe or how Apple is a preferred platform to stream your interviews? Buzz brought can do that. You want to stream on multiple players through an RSS or custom feed, or even have references and resources to take your podcast's professionalism, authenticity and presence to a wider audience. Buzz brought can do that too. Here's how Start with some gear that you already have in a quiet space. If you want to upgrade, buzz brought us tons of guides to help you find the right equipment at the right price. Buzz brought gets your show listed in every major podcast platform. You'll get a great looking podcast website, audio players that you can drop into other websites, detailed analytics to see how people are listening, tools to promote your episodes and more. Podcasting isn't hard when you have the right partners. The team at Buzz brought is passionate about helping you succeed. Join over a hundred thousand podcasters already using Buzz brought to get their message out to the world Plus. Following the link in the show notes let's Buzz brought know we sent you Gets you a $20 credit if you sign up for a paid plan and help support our show. You want more value for your values. Buzz brought can do that too.

Hayley Knight: 28:37

Equipment, for example, recruitment for you. You have one person now that can step into a job and do have 10 different skills, and they can video edit, photo edit, animation, graphic design, social media management. It's changing everything.

Porter: 28:51

Yeah, yeah, it's kind of ironic you brought that point up about Gen Z and then older generations and sort of the teaching lifecycle working in reverse now, because a lot of the lessons for example, the 60, 70 year olds now life was hard. You have to sacrifice, you have to understand what it means to not quit, right, these types of principles. But now this younger generation, for example, saying hey, by the way, here's new opportunities, call it tech, like you said, call it fintech, consumer tech, call it whatever you want. But here's new opportunities. You just got to learn how to work through them. And the defense is I don't need any of that, that's too complicated, okay, well, hang on now. Right, you got to talk and walk. So I think there's interesting lessons and dichotomies that are coming out of this too, where it's easy to say you don't like baseball or you don't like whatever sport, and you want to end the season early. But you're going to finish the season, it doesn't matter if it's hard, You're not going to quit. Okay, well, now your livelihoods in jeopardy and potentially you're out living your retirement, at least in the US. So what does that look like? Then? You've got to relearn a new skill set, but it's hard. True, I'm sure it is and it's going to take a while to learn and figure out. But, like you brought up, there's plenty of jobs that, once you get a feel for them, it's really not too complicated. It's an assembly line of data, so you just sort of plug and play now with a lot of things and there's plenty of freelance profiles and opportunities that will afford that to any age group, to anybody, and value users shift in constantly shift in.

Hayley Knight: 30:21

So it's like you said you have the older generation that are in work and their values are hard work, assistance, as I said, live to work and working towards a pension and a good pension, where you now have the other generation. One of the tick-tock trends at the moment is called lazy girl jobs, where these people are asking for good money but flexible working, remote working, work-life balance, four-day weeks, mid-management positions, and they're calling on businesses to meet these needs. And it's fascinating to see how this and I think all of this has come out of COVID and people realizing that things can be done differently. And I have these conversations all the time about the way that we haven't seen the impact of COVID yet, the positive impacts. I think in five, ten years down the line, we will really see how it has shaped the future of work, technology and things like childcare, even right down to menopause support for women in the workplace. I think that everything is changing and moving towards that. We've just had the flexible working bill passed in the UK, which means that employers can't deny flexible working requests. This is huge, and so it's really interesting to see how things are changing. It really is.

Porter: 31:40

Well, and then the reception of those changes, whatever the changes are like. You brought up flexible work and menopause and motherhood and kids and these other issues that are important. But somebody who's been establishing the institution, or some group or organization, whatever entity, who's been establishing the institution for the legislation? The dinosaurs of the society, the 70, 80 year olds, the late 60 year olds that have been, like you said, cultivating a lifestyle around what's more appropriate and what's more effective in back in my day type stories. But then when these changes happen or these bills, like the one you just brought up, actually pass, well, what's the reception? Is it throw your hands up and accept it and just move on and gruff and be all curmudgeonly about it? Or to what degree can you look at it and say, well, it's just a new way of doing things, but does it really degrade the important 80% impact of what we're trying to accomplish? Probably not. And if you need people to work five days instead of four, well then you probably need them to work six instead of five or seven instead of six, right, but if there's no way, absolutely zero way, for efficiency to increase or at least maintain by decreasing the amount of people or the amount of productive work hours within eight hour, or let's say six to eight hour time difference, then maybe the process is flawed, but the quality doesn't have to change. No, but the standards, the demands, maybe on the product, on the amount of the product, do you really need and I'm making up numbers? But do you really need three billion iPhones produced a year? Probably not. So. Do you really need two billion? Probably not. But over the course of what? Eight, four, 32 hours in a work week instead of 40, could you make an iPhone that lasts two years and then cut back on the quantity per year? Probably not. That any of that's true. It's all apathetical. But I think there's a lot of options that we could compromise, and then it's just a matter of maybe humility or acceptance, or a willingness to compromise in the first place, a willingness to give up power. I mean, look, I can only speak to US politics, but even in the Senate now we've got individuals that are in their 80s and in some cases, late 80s, I get. There's a wealth of experience and there's a wealth of knowledge, but there's plenty of people, and if your job is that important that you're there, well then, what happens in a few years when you're not, the whole thing crumbles. I doubt it. The system will continue Right, life will move on and it will be fine. So, like, go sit down, put your feet up and just watch it for a minute, and I think that sort of analogy happens with a lot of industries and a lot of companies, and you're bringing up a lot of social issues that will have a huge impact with, really, I think, minor changes which may just come down to acceptance and humility in your travel and around the world. How have you seen some of these changes be accepted and then be maintained and be implemented?

Hayley Knight: 34:37

I think it depends on the country. I think that with the more Westernized countries in Europe, there is definitely a huge focus now on work-life balance, also seeing huge changes in the way people think about their health and their wellbeing. There's huge shifts towards plant-based nutrition and veganism as a whole. Some countries are pushing back, so, for example, like France and Turkey have, I think, banned the sale and advertisements of vegan cheese and milk, but you are seeing definite changes. There's a lot of focus on the blue zone groups and life longevity. South America again, there's a focus on health. Obviously, it's a lot more difficult in those countries. The class divides, the world divides. The work-life balance is a little bit more impossible to gauge. There's a lot more support coming through into those countries, though there's a lot more so. Chile, for example perfect example. They are really pushing towards green energy. They want to be the leaders in green energy and tackling climate change around the world. They have minds of Lithium that they're refusing to sell to other countries because they want it to be sustainably. They have developed a solar-powered technology. That means that in solar panels, your natural window panes and glass and doors and windows on vehicles and transport will be solar-powered. The universities have developed this. They're investing lots of money into these areas, which is really exciting. And then countries such as Peru, brazil and Colombia, I think it is and maybe Ecuador. They are so far advanced in women's health research than Europe that Europe are coming to them now to support an investment.

Porter: 36:30

Alright, folks stay tight and we'll be right back on Transacting Value.

Hayley Knight: 37:26

And then countries such as Pervoo Brazil and Colombia, I think it is and maybe Ecuador. They are so far advanced in women's health research than Europe that Europe are coming to them now to support an investment. So there's huge, huge changes and in some countries that you wouldn't expect these changes to be. I think that Brazil was just made or declared that they're going to make things like smear test-free for all women Across the country. They want to push towards free healthcare around women's health Priorities are changing on a real social level, but it really does depend on the country and what their priorities are. But surely for me is the perfect example of a country that has said right, this is what we want to achieve and this is how we're going to do it, and we're implementing their plan effectively.

Porter: 38:15

Wow, and maybe it's me. I'm like a news starfish, like I hear all these headlines and I'm like, oh my gosh, if I just lifted up my rock once a week, I'd hear some of this. But I feel like I'm not the only person either and I mean like a lot of these initiatives aren't making headlines. I think pessimism sells news. Optimism doesn't carry much, but socially, I guess. My last question before we get out of here how do you recommend we shift that? Maybe not accepting optimistic news more regularly, but more positive news that things are working, that changes are happening, that compromise does exist, that, like this podcast, civil conversations around different perspectives can happen? How do you recommend we shift that perception?

Hayley Knight: 39:00

So I think it's just looking at different ways that we tell the news and different platforms that we tell the news on, and this is where things like podcasts come in. Social media platforms come in. We met so many people traveling who are actively filming people, sharing their stories and posting them to social media and having access, like that and building these profiles. There's a charity called Merse Life, who operates mainly in Ecuador, but mostly South America, that basically comes in, gains their notions from the public and changes people's lives and is basically pulling people out of poverty on a daily basis. It's amazing to watch and it's that type of news and those type of stories that we should be telling. And this is why I do PR. I want the good news stories, I want the good news campaigns, I want to showcase this. I work for Dominique with Small Businesses, but there are so many small businesses out there that are trying to make a difference and trying to change their industry, trying to change the game, trying to change the way people engage with their industry and their products and services, and they don't necessarily get the opportunities because of lack of investment, lack of interest, lack of PR, and so it's so important that these organisations, these charities, these individuals are provided with a platform and will be able to share this. It's exactly what you said pessimists themselves and bad news selves and it's not many people want the good news stories and they're not often engaged with. As humans, we engage with doom and gloom, and so it's about changing those perspectives and showing off right. These countries aren't shouting about what they're doing, and if they are, it's not making international news. It's like the lack of coverage from the protests in Peru and the positive changes that they were making. It's just not being spread far and wide enough. So this is where social media comes in. This is where storytelling comes in. This is where good PR comes in.

Porter: 40:55

Yeah, asking the right questions, just asking questions, right, what does? And we're about out of time, so not to reopen this but, for example, what does a protest in Peru have to do with the price of gas in New York City? Probably nothing, and I don't know. Maybe something now who knows? But probably nothing. And so I'm sure there's plenty of people that say, okay, a protest in Peru, great, especially if they're regularly occurring. You go through and this isn't Peru, but you go through six presidents in four years, for example, like some South American countries, and eventually people desensitize to okay, there's a new one, it's just another conflict, and these types of washovers happen. To put it more practically, the specific incident may not impact somebody's life, but in the Marine Corps we have these ethical decision games. They're not really games and they're not necessarily fun, but that's what they're called and it's just. Here's a situation in a war zone that involves an ethical dilemma. Let's talk through it, socratically, I suppose, more often than not, but let's talk through it and figure out possible solutions. And if we were there, if we deployed there, how would we respond? And I think situations like that in schools, situations like that in corporate environments, situations like that in small businesses, even, or in family businesses, even just in families. If we were there, if that happened here, how could we respond? What could we do? Maybe enough to change the conversation, but I'm a big fan of stories myself, so I hope you keep finding ways to tell some cool ones, and I'm going to stay in line with your website. So, Haley, first off, I really appreciate this opportunity. We dove in to a lot of topics that, for the sake of time, we couldn't hit too heavily right now. But if people want to jump in, to be yellow or follow you in any of the information you're putting out online and social media, follow your travels and watch some videos and learn some cool stuff, how do people reach out to you? How do you want them to follow along?

Hayley Knight: 42:49

You can sign up to our mailing list, which is on our website. We are on Instagram at beyellowlife. We're also on LinkedIn. Should be on Facebook as well, at Be Yellow. We set that up today, but mainly Instagram is probably the best way to contact us, or directly through our mailing list, or you can email us directly as well. All of our contact details on our website.

Porter: 43:10

Perfect and for everybody listening if you're new to the podcast. As is tradition, all of Haley's links in this case for Be Yellow, will be listed If you click see more. If you click show more, you'll get a description of the show In. There will be the links taking you to all of Haley's social and website as well, so you can find her there, if it's easier for you, via our website. But, haley, I appreciate the opportunity. This was super cool and I think we've got quite a few opportunities where we could talk more in the future, maybe even just off there as well, and so, for the time being, I appreciate your time. I know it's a little bit later in the evening, so I'm guessing enjoy your dinner and we'll talk again soon, but thank you for your time.

Hayley Knight: 43:48

Thank you for having me. Thank you so much.

Porter: 43:50

Yeah, of course, and everybody else. Thank you for listening into our conversation and our core values for October of creativity, simplicity and giving. I've also got to thank because they got brought up extension rebellion, obviously surrounded by idiots I didn't catch the author, but thanks for writing that and all of the other people that you've been able to meet throughout South America, europe, central America, your travels if you're ever in the East Coast of the US, let me know. But well, indeed, man, super cool and without their input, obviously an inspiration to this conversation we know where Nir would have gotten to the perspective and depth we did. Thank you to our show partners and folks. Thank you for tuning in and appreciating our value as we all grow through life together, to check out our other conversations, merchandise or even to contribute through feedback, follows, time, money or talent, and let us know what you think of the show. Please reach out on our website, transactingvaluepodcastcom. We stream new episodes every Monday at 9 am Eastern Standard Time through all of your favorite podcasting platforms and we'll meet you there. Until next time, that was Transacting Value.