Character Is the Business Plan Nobody Talks About ft. Cindy Beasley | Morally Simple Productions & Creative Cipher | Chicago

Cindy Beasley: 00:00:00

There are the big dogs and the big fish in the ecosystem and it's the small ones too. But they're all working together.

ShySpeaks: 00:00:04

And the reason why is also because it's an industry where people have been taken advantage of.

Ron "iRonic" Lee Jr.: 00:00:08

When it comes to the creative cipher, it's like you focusing on like a high level storyteller.

ShySpeaks: 00:00:13

There are some people who are watching this and they are aspiring to be in film. They do have that cool story.

Cindy Beasley: 00:00:19

Love your baby, love your idea, but build your idea out too because as you build that out naturally who you need to attach to it will come to you.

ShySpeaks: 00:00:27

Go look and research and study and know your stuff so you're not waiting on somebody to feed you you hand in mouth.

Ron "iRonic" Lee Jr.: 00:00:40

Based on you listening to this podcast, you're probably a creative entrepreneur who's ready to stop hustling for clients and start building a business that runs on purpose, profit and peace.

ShySpeaks: 00:00:51

If that's you, we want to invite you to join the Creative to CEO challenge. A five day live coaching experience designed to help you shift your mindset and develop the habits to turn your creativity into consistent cash flow.

Ron "iRonic" Lee Jr.: 00:01:04

And it's all happening live on Zoom inside a private community of ambitious creative entrepreneurs just like you. People who are done guessing, done grinding and ready to build with clarity and confidence.

ShySpeaks: 00:01:17

By the end of the challenge, you will have a crystal clear direction on your next 90 days. A profit plan that fits your lifestyle and the framework to start earning 10k plus months doing what you love without burning out or.

Cindy Beasley: 00:01:32

So.

Ron "iRonic" Lee Jr.: 00:01:32

If that sounds like what you need, then tap the link in the description or scan a QR code if you're watching this on screen. And do not forget to upgrade to VIP for bonus coaching and behind the scenes Q and A every day of the challenge with me and Shy.

ShySpeaks: 00:01:47

We can't wait to help you unlock CEO mode and the freedom you've been working for. Now let's get back to the episode. What's up and welcome to the Mind in My Creative Business podcast.

The number one podcast to gain strategy, structure and self development all in one place. I am your co host, Shy Speaks.

Ron "iRonic" Lee Jr.: 00:02:05

And I'm your co host Ron Ironically junior.

ShySpeaks: 00:02:08

And this episode is going to be one of my favorite. I said it on all of them.

Ron "iRonic" Lee Jr.: 00:02:13

Because you literally say it on every episode.

ShySpeaks: 00:02:16

I'm just saying, this is so good. But we have the distinct privilege of introducing someone special. A Chicago Southside finest, Ms. Cindy B. Y' all clap it up for us.

Cindy Beasley: 00:02:33

Thank you. Thank you.

ShySpeaks: 00:02:34

Now that's just your name. I'm gonna let Ron, give the. Give a little bit more about you. Let's kind of fluff it up a little bit. Let's make it clear what's going on.

Ron "iRonic" Lee Jr.: 00:02:42

Yeah. Media producer, business leader, culture co writer, the president of Creative Cipher. Yes. That is a creative ecosystem. Right.

And morally Sinful productions.

Cindy Beasley: 00:02:58

Yes.

Ron "iRonic" Lee Jr.: 00:02:59

So that's how we would introduce you, Ms. Cindy. How would you introduce yourself?

Cindy Beasley: 00:03:03

Oh, I'd say all those same things, and I think I'd add to it. Yes.

A native of the south side of Chicago, just passionate visionary in the entertainment space, looking to consistently create opportunities for those who are often overlooked or just don't get the voice and the time to shine that they deserve.

Ron "iRonic" Lee Jr.: 00:03:25

I love it.

ShySpeaks: 00:03:25

Come on. Looking out for others.

Ron "iRonic" Lee Jr.: 00:03:27

Yeah, Got to. So you're a business owner yourself.

Cindy Beasley: 00:03:31

I am.

Ron "iRonic" Lee Jr.: 00:03:31

But just recently, you know, you partner with another organization, become president of that organization from that. Correct. So can you tell us a little bit about that?

Cindy Beasley: 00:03:40

I can. So Creative Cypher is, as you called it, a creative ecosystem.

But to dig more deeper into that, what that means is it is a company rooted in collaboration and connection of resources, opportunities, et cetera, for creatives, especially in the film industry. But we are tapped into the entire entertainment ecosystem, music, the arts, you name it. So our staple event is XL Film Festival.

It's annual every August, every third weekend in August each year. And it's an opportunity not to just come and watch films, but literally to connect and collaborate in real time.

So we envision XL Fest as a marketplace.

So you're literally, if you're a distributor, you're shopping for films to distribute, but if you're a makeup artist, maybe you're shopping for your next opportunity to be on a film set and be a part of that crew.

And I think the piece of it that people don't always keep in mind, it was started by a brother, also from Chicago, by the name of Troy Prior about 12 years ago. Troy's been boots to the ground for years, building this thing up, making Excel what it is. But like I said, it comes from Creative Cipher.

And now we're at a place of elevation, so he's elevated into his chairman role. He's named me as successor to take this thing to the next level. And I'm just really grateful for the opportunity.

ShySpeaks: 00:05:07

Come on. I love it. I love anything. Anything that is a creative ecosystem, I' ma love it. Right. But specifically in the film industry. And so we have. If you're.

You're watching this episode and you're thinking, man, I wanted to get into film, I Want to do something in media. Not necessarily like, I don't want to be the. Like, I want to. I want to do it behind the scenes. I want to do the. I want to bring it together.

Like whatever it is, I'm sure you're gonna be able to get in this, in this episod. I want you to listen in closely. Run. You want to get. You got something you want to ask?

Ron "iRonic" Lee Jr.: 00:05:38

Yeah. So you just mentioned this, this event that takes place annually. Yes, correct.

And it's bringing together, you know, filmmakers, but not just the filmmakers. So you have the, the distributors, like all these different facets. So I didn't necessarily want to.

Was going to ask about events, but I kind of want to know about that event. Like what goes into putting on an event of that magnitude. And I'm assuming it's not just locally. You might do it here.

But people from all over are coming.

Cindy Beasley: 00:06:04

Oh yeah, certainly there's people are traveling from all over. The brand itself has presence internationally. We have partners over in London.

But to the specific festival that takes place here in Chicago, takes place on the south side, culture rich neighborhood, High park, in partnership with so many amazing brands.

Speaking to some of those distributors you're talking about, we've got sponsorship and partnerships with the likes of AMC Stars Network, bringing people literally from all over. That means executives from LA are flying in, celebs from LA are falling in. We're in partnership with the table.

So Lorenz, Lamar, la, Ron, all of them. So it's super cool. And so, I mean, what, what piece of it do you want to know.

Ron "iRonic" Lee Jr.: 00:06:44

The most about the, the business of it, like. Cause it's one thing to kind of pull something together, right. Throw an event. Right. But I'm assuming this is. This, this isn't like a.

Is it a free event or is it a.

Cindy Beasley: 00:06:55

No, it's not free. It's definitely rooted in the community though. So every year there has been a free aspect.

Maybe you can come out and catch a certain event or a conversation around that, but the event itself, it. To your point, I think you asked about the systems. It takes a lot. So it starts with an idea. Right. So we're past the visionary stage.

It's been executed three times over. Every year is growing more and more. And I think what goes into scaling it like that is one, building the network. Right.

Partnering with the right people, being able to pitch the concept as a valuable thing for people to invest their money in their time, in their likeness in. Right. Like we're partnering these people. They're putting their name on it too, why we have to make it worth their while.

And I think people see the opportunity that one. It's rooted in a purpose of, of elevating the culture.

It's rooted in the purpose of putting on Front street again that talent that's often overlooked. Similar to the company Creative Cipher, XL Fest is rooted in not asking for permission. There's no need to go and ask to sit at the next table.

And you got this table right here that we built for us with what.

ShySpeaks: 00:08:02

You're saying right there, keeping it open and accessible. I want to think through how you guys are able to make it so that there's no gatekeeping. But there's also still a standard of quality that's there.

I'm sure that there's a art and science to it. So let's talk about it.

Cindy Beasley: 00:08:18

It's funny that you asked that because it's one of those things that when you're doing it, you don't really think about the how.

You just kind of do, you know, I guess maybe because this is my craft per se, but thinking a little deeper about it, I think it comes from a few different things, to be honest.

So one, the brands that you're partnering with, who you're attaching yourself to, who you're asking to come and sponsor or speak or whatever, that's a part of. Maintain that, that certain level of a top tier brand, that's a part of keeping that in mind. Right?

Like you want people who are established or you know, have the expertise to speak on these topics. And in the art of speaking on it, that's where the not gatekeeping comes in.

Like, you're having events that people can actually walk away with something from. Like if you are sitting in an audience with an executive from Starz or AMC giving Free game, the gate's gone. You know, I mean, like you're.

You're hearing directly from the horse's mouth what they're looking for. So you can take that knowledge and walk away knowing and feeling empowered that I can do this.

ShySpeaks: 00:09:20

Okay, that's really good. I like it.

All right, so I have so many more questions I want to ask about the creative ecosystem, but I also want to talk a little bit about the morally sinful productions. And the reason why is because I know that that experience there has positioned you to be able to speak to all things film.

And so really quick, give me a backdrop on how you got to the point where you said, okay, I'm gonna start a company called this.

Cindy Beasley: 00:09:53

It's funny because I didn't know I'd be telling this story twice today. I literally just left an event, and it just organically came up with somebody.

So a part of my journey, I did grad school at Northwester, and I got my master's of Science in Leadership for Creative Enterprises. And as a part, it was called MSLC M Slice Program. And so as a part of it, we took a trip into LA before the pandemic, you know, whatever.

And so we got to visit a lot of, like, the studios, the talent agencies, et cetera, et cetera. I won't say no names. We visited this one company in particular, and the interns had horror stories. Like, I'm talking. Somebody talking about.

They got staplers thrown at their head, like. And maybe it was the south side, Chicago on me, but never, because I literally. And I don't condone violence, but I did.

I raised my hand in real time, and I was like, so did you throw it back? And that was my gut instinct. It's like, why was. Why are you. Why would they attack you, like, at work? You know what I mean? So it's just like.

And I look back, all right, maybe I didn't have to ask the question, but I say that to say it was in that moment, I knew the traditional Hollywood route was not for me because I might not have ever gotten a stapler thrown in my head or had those same experiences, but I couldn't risk it. I think it also comes from being a daughter of two entrepreneurs. My parents have, to some degree, always had their own businesses my entire life.

So I think it was just kind of instilled in me. Like, I don't know if I' punch the clock, it's probably going to be my own.

And just being passionate about things that I was seeing, I was just like, you know what? When I leave this program, I'm gonna start my own company. You know?

And I. I still maintained a job for a while at first, but it was again in more of the freelance route. I didn't. I didn't go a traditional nine to five. Let me go work for one of the talent agencies and hope the agents like me. I didn't.

I didn't take that route.

ShySpeaks: 00:11:40

And what was your niche that you were focusing on? Because I know there's so much in production that you can do. What were you focused? What would you say?

Okay, I'm gonna do it, but what am I gonna focus on?

Cindy Beasley: 00:11:49

Yeah, good question. So I think for the company specifically, I kind of figured it out as I went a Lot of my jobs in freelance, in television production.

But I would take that expertise. I would see what I would learn on sets and other companies that I was working with through my company or just kind of connecting with.

I did a lot of live streams, a lot of panels, a lot of table talks that eventually grew into podcasting, especially when podcasting really took off. Like, now everybody wants a podcast. Everybody has some sort of talk series online that they want to do. I started producing a lot of those.

ShySpeaks: 00:12:21

Okay. Yeah, I love it.

Ron "iRonic" Lee Jr.: 00:12:23

That's dope. I love the fact. Yeah. I thought that you. You saw a need. It was like, wait a minute. I don't. I'm not gonna let nobody disrespect me like that.

This is multiple people's story. This is a pattern or a standard. Right? So I'm going to create my own standard. Right. And create my own lane and create my own table.

So I don't gotta come to your table asking you, can I sit here? That's. That's dope. Like I said, you had those examples in your parents to see that.

But then also just that, that resilience that you keep talking about, you being from the south side.

Cindy Beasley: 00:12:59

Yeah, that's all right.

ShySpeaks: 00:13:01

I said I wanted to talk about the production company, but I'm gonna go back really quick. Okay, let's go back to the Creative Cipher. The creative. I know, because I like. So why an ecosystem?

And when we say ecosystem, is it just, like, because we wanted to pull a whole bunch of resources together, or is it an ecosystem because we want to pull a bunch of people together so we can have multiple owners, multiple relationships downline? Like, you know, what was it? When we say ecosystem, what does that mean for you guys?

Cindy Beasley: 00:13:36

I love that question, and I think it's such a question for the founder. So what I'm gonna. I'm gonna answer it, though, don't get me wrong, because that's present in my own vision.

I can tell you what it means to me, but I just want to put the disclaimer out there. If I get it wrong by technicality, it's because this was Troy's baby that he's now entrusting me with. But honestly, I think it's a mix of both.

And I think when I. When I think about this ecosystem, this network that all kind of works and flows together, that is Creative Cipher.

It's full of business owners, but it's also full of other people who. Maybe it's not their business, but they hold the power. They hold the seats, like. And it all flows and works together.

So for me, my vision of it is whether you own the space or not, just the spaces that, to your point, about resources and connections and how we're helping each other advance these individual projects.

Excuse me, into this one large, beautiful conglomerate of like, like, I look at creative cipher, like, call us the next Viacom or, you know what I mean? Like this. I want networks, you know what I mean? I want businesses. I want entities within this one major entity.

ShySpeaks: 00:14:46

Nice.

Cindy Beasley: 00:14:46

So I love it.

ShySpeaks: 00:14:48

That definitely answers it. Okay, so there's gonna be a whole way that, that's going to have to be structured to even bring that.

Cindy Beasley: 00:14:55

Absolutely, baby.

ShySpeaks: 00:14:56

To life. But let's talk about the, the behind the scenes. Like, let's go behind the scenes of, like, production company, these types of film companies.

What's something that, like, okay, if you're gonna be successful in film, right, you need to have these things in place, like structure wise, you know, I think.

Cindy Beasley: 00:15:18

I'm gonna say entertainment in general. I want to broaden it from film, if that's okay. Great. Ain't got no grit. Get out of the kitchen. You gotta have a hustle about yourself.

You have to have a determination. I think that that goes hand in hand with some discipline. You gotta have discipline.

I think discipline can look different for everybody because we all got our own vices and we all, we all got our own things that move us or, or hold us back. What I'm learning is you have to have the, the ability to be okay with it not working out. You have to like, and, and that yields resilience.

So I guess the principle there that you have to have is resilience. You have to be, you have to understand and live, eat, breathe, sleep. The art of pivot, right?

ShySpeaks: 00:16:10

So, so you gave me character that you have to have that to develop. Yeah. I want to know. I, I, I, I'm trying to have a company. How does my.

What do I need to have in order to have a company that can get these big deals so that I can attract these, you know, you know, y', all, all the people you talked about. How do I even attract these type of some. I have to, there's some kind of bones that I have to have.

Otherwise, people be like, that's not together over there. You know what it is? You would probably say, Troy knows what it is. Like, they just know.

You can tell that this, this is not, it doesn't have the right infrastructure to even hold. So. Yeah.

Cindy Beasley: 00:16:48

Well, one, I'm gonna say you'd be surprised by what out Here don't have infrastructure and is making it. Fake it till you make it is a real thing. And I'm not saying that applies here. I'm just telling you what I've seen.

But I'm gonna push back a little bit. My answer don't change. I can add to it for you, but it starts with character.

If it's not you can that fake it till you make it is only going until you make it and then it's going to be exposed. The mask is going to come off at some point. So you have to, if you want to not just sustain, but grow and elevate.

It has to be in you and you can't fake that. Adding to that though, and getting more into maybe tangible products or think systems, logistics.

Like you have to have a workflow, you have to have a team with designated roles and responsibilities and ownership. It can't be a one man show. It can't be like, you know what I mean? And everybody can't do everything.

Hone in on who's got what expertise and amplify that, you know, especially as sitting in a leadership role. My job is not to tell people what to do.

It's to bring what's already in them out of them and let them do it, let them flow into it as far as how to, you know, keep the attention and attraction of these names and get these deals. Attention to detail. You have to be, I mean, spot on to it. Like do research. You have to work. You gotta work your ass off to be honest.

And not in the sense of to the point where your hands are bleeding, literally, but to the point where I've researched all I can research and now I'm taking this information and applying it here. What is this company that I want to try? What are they looking for? You know what I mean? Have a strategy.

Like the strategy is, okay, they have this specific need. Does what I have to offer them fit it? No, but I really want them and it's for a good reason. So let me tailor now my approach.

Let me figure out how to speak to them and in the language that makes sense to them. Not just I got the golden egg. Everybody think they got a golden egg. But why is your golden egg the one that I need?

ShySpeaks: 00:18:40

And I guess what I'm, what I'm asking is like what you're saying is that those are. I'm not saying that those are not like, I guess what I'm asking is somebody's watching this. They're a creative entrepreneur.

They want to be in, you Just said logistics systems. Give what, what, what you want.

Cindy Beasley: 00:18:57

Like software names.

ShySpeaks: 00:18:58

What kind of, what kind of workflow do I need? How do I make sure they know it'? Like, how do I, I need to. Is it a. What teammates do I need? Or is it some type of software that I need?

Is it some type of. Do I need to have a llc? Like, what is it, you know, that. What are the bones of what I need to have a viable media company or a production company?

Cindy Beasley: 00:19:21

I think.

Okay, production, I was going say, because I think it goes without saying that, you know, that's going to look different, whatever the project may be for a production company. It's so funny, I was having this conversation the other day, too, because there's, there's different kinds, right?

Like, you got producers that are handling more of the administrative side of things. You know what I mean? They're getting the paperwork done. They're filing the paperwork maybe for you, for whatever the case may be.

Then you have the creative producers, you have the people. So let's take a. I'm trying to think of, like a type of project that may help me, you know, better answer.

Ron "iRonic" Lee Jr.: 00:19:54

So for support, simply for morally. Is it morally?

Cindy Beasley: 00:19:57

Morley Central? Yes.

Ron "iRonic" Lee Jr.: 00:20:00

So what style of production company is that?

Cindy Beasley: 00:20:04

Morley Central Productions is a boutique production house that specializes in literally what she's asking for. I tell you what you need for your project. So it's so funny that I ain't answering her question.

So to that point, so if you come to me and you say, hey, I have this idea, I want to do a podcast. What do I need to do? The systems that I'm going to put in place for you, I'm going to.

First, I'm going to ask you a little bit more about what your podcast is. You know, is this something that is a passion project? It's just you talking to the mic. Is it something we want to have guests?

But now we're going to build out. Okay, well, first we need content. We need a proof of concept.

And what we're going to build out is the team that needs to make that proof of concept happen. So if it's a visual podcast, you need a video team, you need an audio guy, you need a script. Like, what are you.

Where are you going to be your talking points. Now we have this proof of concept. You got your episode finished. Cool. Now we got to market it. So now I need a marketing plan.

So I might need a digital marketing person that's a part of my team because they need to go on and do your Google Ads and do whatever else. I need a social media person that's going to take these clips that the videographer cut up and they're going to push them for you.

We're going to have the strategy behind that. You might need a photo shoot. So now I need a photographer, a videographer, a hair.

Like, the list can vary by project, but what any good producer should do is ask you exactly what your vision is and then from there, break it down into departments for you and those teams, what that team looks like. You got the part, you got your marketing, you got your. Your film crew, you got your distribution team. Like, it's. It's layered. It ain't a.

Here's the three things you. The three people you need, and you can do anything. Now some. Honestly, you can. That's how we all kind of start sometimes.

Maybe it's just you, your best friend with a camera. You know what I mean? And you can do anything for sure.

Like, I don't, I don't want to be discouraging to anybody watching, but if you're really asking about when we're getting into scaling things and building brands that last and people that. It gets layered, it gets deep.

ShySpeaks: 00:21:56

Yeah. Thank you. I. I was. Because. Because when it comes to like creative cipher, it's a ecosystem, so it's so many different things.

So I was trying to find a way to like, help somebody who's watching this, who was trying to say, I want to land this type of spot. I want to land. You know, give me the. They want, okay, I want to. I want to go into film. You. You said it.

You said to yourself you wanted to do it and you knew, okay, I'm gonna have to do. You needed some stuff. So that's, that's part of the reason why I was asking that.

And I was like, I knew you would know it from multiple different angles, schools, but yeah. So I think a lot of times people think like, I just want to do a thing, but they don't understand what needs to be done. So, for example, if I'm.

If I'm going to start a restaurant, right? If I'm gonna start a restaurant, for.

Cindy Beasley: 00:22:41

Example, there people can continue to cash register. You need. Yeah, I get what you're saying. That's what I said. Varies.

ShySpeaks: 00:22:47

Yeah.

Cindy Beasley: 00:22:47

But it's funny though. If I can add on that, I think this is a level of transparency that I also want someone watching to know is sometimes when you, when you.

That decision to start, you ain't gonna know what you need, you know, What I mean, I know that's what like, so tell them what they need. But I want them to know first. Figure out the vision. What you need before you need a team, before you need anything else, is a clear vision.

Because without that, you'll be trying to plug and play the wrong team members. You know what I mean? If, if you don't know, if you just say, hey, I want to do a film, cool.

I can give you the basics again, you need a script writer, you need that, you need whatever, cool. But what kind of film? Where do you want this film to land? And some of that you will figure out as you go. You don't know all the answers off top.

But I think more often than not, a lot of creatives, we set ourselves up to make the job harder. Cause I won't say for failure, but for a little bit more difficult overrode.

Because we don't so easily or so instinctively think through the extra details that we could up front. So just take a step back.

I love, and it's so funny because I'm a creative at heart myself, but I think where I have found my knack at what kind of has gotten me the clients I've gotten, whatever, it's the logistics side, it's the thinking through, I have to literally work through. And it's funny because I've worked with a lot of founders, so it's like the attachment that they have to their project, these are their literal kids.

So you can't really tell nobody about how to raise their kid and how to do it up. But you have to find a way to really help people see. Like, I understand your passion, I understand your attachment.

This is emotional for you, but you gotta let me bring some logic to that emotion. We have to find a balance for them.

And so for people who may not have found that person in their life or don't have that producer or whatever yet, my advice to how to get started and figure out what that team looks like is to love your baby, love your idea, but build your idea out too. Because as you build that out naturally, who you need to attach to it will come to you. You'll figure it out.

Ron "iRonic" Lee Jr.: 00:24:46

No, I love that piece where you said that you start with the vision. Because I mean, I'm a vision person, right? And that's where, that's where it starts. Like what is it that you want to do?

And based off, I mean, knowing what you want to do now we can discuss and see, okay, how can we bring this to reality? Right? And for you, it May be different. So I hear what you're saying. Like, for different people, there's different things. But starting with that.

What first? And then we can build around that.

Cindy Beasley: 00:25:11

So that wasn't that why.

Ron "iRonic" Lee Jr.: 00:25:12

Yeah.

Cindy Beasley: 00:25:13

You know what I mean? Because the how. I think a lot of us don't realize the how can vary. It's more than one. Ways to get to the same destiny, destination, exceed.

It's more than one way. Different paths. But I think if you really know you want to do something, it needs to hit these three points.

It needs to, I don't know, inspire kids or honor your mama. Like, whatever it is, don't waver on those pieces. That's the part you're clear about. That's your vision, how you get there. Be flexible to that.

Be ready to pivot. Because you may think you gonna get there by just making this really colorful picture that's gonna make kids feel.

And somebody gonna come in and tell you, baby, you're gonna need some more than that, you know?

ShySpeaks: 00:25:51

Yeah, right.

Ron "iRonic" Lee Jr.: 00:25:52

So when it comes to the creative cipher, it's like you focusing on like a high level storyteller, right?

Cindy Beasley: 00:26:02

Or.

ShySpeaks: 00:26:03

Or who? Well, who are the. Who are the clients?

Ron "iRonic" Lee Jr.: 00:26:05

Yeah.

Cindy Beasley: 00:26:07

Tell me more about this high. What. What is a high level?

Ron "iRonic" Lee Jr.: 00:26:10

You have your. Your hobbyist, right? And then you have the people that are really trying to enter into the industry and make impact.

So how do you separate your event from those who are just hobbyists to the people like. No, this is what, I don't know.

Cindy Beasley: 00:26:24

That we do separate. I think it's room for everyone. So even if we focus specifically on the films, we have a portal. You submit your film.

Of course, we have criteria that we're using to judge it. Is the story compelling? Is it well written? How is it shot? And it doesn't mean it has to be perfect.

There may be room for improvement, but can we see that room for improvement? You know what I mean? And so from a filmmaker perspective, that takes care of people who are.

Who are really passionate about the art and trying to enter into the industry in that way. But the hobbyists, they can still come out. You can come, just watch it. You know what I mean? Like, we have screenings.

You can come and maybe meet the filmmaker, the act like there's something for everybody. So I don't know that we discriminate between the two, because I think it's all a part of the culture.

ShySpeaks: 00:27:08

Right. Well, especially for that specific event. What about just the creative cipher in general? I guess. Who would you say is.

Do you have, like, A particular client or particular target audience that you guys are trying to attract into that ecosystem.

Cindy Beasley: 00:27:28

Love the question. So the three pillars of creative cypher, we have film and content. So that kind of speaks to a lot of what we've been talking about.

We have events and we have news, and the news is kind of the arc over our podcast, the radio show, different NC's, that we have to just kind of keep conversation about the entertainment industry relevant, about the happenings, et cetera, et cetera. I think within those three pillars, the audiences overlap, and I think that they are inclusive still of the high level and of the hobbyist. It's.

What do you want to know? What are you looking for?

Now when you say clients, our client per se is the person that needs the connections, that needs the resources, the local filmmaker who has a film that is worthy of an Oscar, that is worthy of all these awards, sports. But they don't have the visibility.

ShySpeaks: 00:28:21

The visibility to.

Cindy Beasley: 00:28:23

To the world, the larger distributors, to these connections that, you know, like I said, we can. We can just start with a consistent partner, Tate Brothers, you know what I mean? Like, me and Troy got Laurent on speed dial or whatever.

And I'm not promising nobody no deals or no films for all disclaimer purposes.

But the point in me saying that is now you're one step closer because you've been able to enter your work into a space with eyes of people who aren't trying to hold it or steal the idea or. You know what I mean? Like, that may end up on Hollywood's table.

Hollywood's ready to go and run and take it and never even give you the credit for it. We're not looking to do that. It's an organic, authentic. Hey, we know what it's like to be creatives and keep getting these no's and no's and no's.

I think I heard something today was like, you get 10 no's before you finally get that one. Yes. I think our client is the person that is ready for their one. Yes. But they've been taking the crafts here. Like they're putting the work.

They got a story to tell.

ShySpeaks: 00:29:19

They have a story to tell.

They come and submit it through you all in hopes to have a connection to a larger connection, a larger network than what they have so that they can distribute it in a way that maybe they could have just maybe they could have put it out on their website, but they want to get it, distributed it.

Cindy Beasley: 00:29:37

And for clarification, it's not even just distribution. You may have that on Lock. But maybe you need some.

Maybe you haven't even made the film yet, but you got a script that's so damn powerful and you ain't been able to get the resources you talked about. Team. Maybe you need to. I need to find a, a DP or I need to find like, you know, cool. What resources does Creative Cipher have?

Or I got all of this but I can't find nobody to do my actor's makeup today. Again, it all, it comes down to that, like where, what can we pull from?

Because I don't even want to discredit the right here at home reach that we have. Like I keep speaking to the networks in Hollywood. I mean we got some of the coldest producers in the city on our day to day team.

What can they pull for you? What sets are they on? And maybe they can.

So it's a very much like, I think the word ecosystem describes it perfectly because there are the big dogs and the big fish in the ecosystem and it's the small ones too, but they're all working together.

ShySpeaks: 00:30:34

You're not just an entrepreneur, you are a creative entrepreneur. Which means that your world of business works differently, especially when it comes to funding.

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Ron "iRonic" Lee Jr.: 00:31:31

My question is about ip, right?

You mentioned about, you know, somebody might have a script or somebody may have something and you know, they're bringing it to you all for your assistance. But if it was to go to Hollywood, they, you know, they may, you know, take it or whatever.

So how are you or within that ecosystem, how are you training and developing them to where they can protect that ip?

Cindy Beasley: 00:31:50

I love that question.

Ron "iRonic" Lee Jr.: 00:31:50

Being creative, that's Kind of, yeah, that's the.

Cindy Beasley: 00:31:53

You get the right dollar amount, you might want to give it away or something. Is that where you going with it? Yeah, no, for sure. The current, the encouragement, the understanding is this is yours, right?

So we, we are genuinely entering this. Whether you look at it, if it ends up becoming a partnership, if it's just, you know, us helping whatever the case may be, as this is yours.

Now, in any business deal, whatever, maybe there's some sort of official attachment, ep, whatever gets credits, da da da ya, whatever. You know, every, every deal looks different, but it's.

It's kind of serving as that defense block or that support system when we are making these connections to the larger fish. Here is the filmmaker with their project. Now I can't tell nobody what to do. I'm no lawyer, I ain't giving no legal advice. You know what I mean?

But again, it's that encouragement, it's that understanding of we're here to help you with your product, maintain your rights, maintain your ip, you know what I mean? Like, there are different types of deals out here in the world.

If what you're seeking is simply a distribution deal, let's be clear with that, let's make sure. Da da da da.

ShySpeaks: 00:32:51

Cool.

Cindy Beasley: 00:32:52

But I think it's as simple as the awareness. It's the knowledge providing the tools of, hey, this isn't a to come sell your idea if that's not what you're looking to do. Now some people may be.

Some you can have all the rights. I just want to check, you know, it varies by, by person for sure.

But thank you for bringing that up because I do think people should know the difference.

ShySpeaks: 00:33:11

Okay. Earlier I was asking about the event side of how do you ensure quality but yet keep it open in the gatekeeper. But how do you ensure there.

Cindy Beasley: 00:33:22

I don't.

ShySpeaks: 00:33:23

I'm sure there's deadlines that still need to be in place. So what systems do we have in place to kind of keep projects on, on time, on track?

Cindy Beasley: 00:33:34

Definitely consistent meetings, I think. I think people hate meetings. It's like this could have been an email. I'm queen of no, we need to talk.

And, and don't get me wrong, if it could be email, it's gonna be an email. But nine times out of 10, most things that you say could be an email, I are not always the case.

So that those consistent touch points, deadlines like you mentioned in the question, but that is how you stay on track. You have to set them and you have to honor them.

If there is A space where they have to bend, it has to make sense, it has to bend because something was completely out of our control or something changed. But if not in that report, to make sure that this conversation at the festival happens, it's got to be on time.

So it goes back to all those general principles of discipline and all of that. Let's see, meetings, deadlines. It's just like any other relationship, to be honest. Communication. Communication is key. Staying on top of it.

I think having also doing things in phases, I think is really important. I think when you set out to do this project, we always just jump to the end or what it needs to look like, whatever.

And I'm a fan more times than not. Starting with the end in mind, and then we work backwards from there. But as we're working backwards from there, let's do it in phases.

So maybe today is just about writing out the list for who needs to be a part of what project. So now the next phase is assigning tasks to those people in those lists with. If you're in this role, here's what you're responsible for.

You go and do this. Like, it really comes down to organization. And it's gonna sound. I don't know if cliche is the word I'm looking for, but kind of basic. Like.

Like you'd be surprised by how many people don't have those skills. Like, are not organized in that way. Do not think about. Let me plug this on a calendar. Let me actually, like.

And I think again, it comes to that creative passion. Right? Like we're talking, talking, talking. We're so excited about the idea. Sounds like go.

But I've been in so many meetings where we're talking and nothing got done. I maybe learned what day we're supposed to do this, but nothing. Oh, it drives me insane.

ShySpeaks: 00:35:38

Right.

Cindy Beasley: 00:35:39

That's what I was asking.

ShySpeaks: 00:35:40

How did we keep it on, keep it on track? Because you like, listen, you like, we gonna do the basics of. You stay literally do the meetings. We have set meetings and all that.

And I was talking about the systems. I also want to talk about maybe even the systems or the strategy for how you all generate revenue.

Like, because that's important as well when you're trying to go into the realm of arts, entertainment, media production. What is the strategy so that we can generate revenue Now? I would say unless it's a non profit, but that's not true.

Even non profits have to bring in a certain.

Cindy Beasley: 00:36:12

I mean we have a nonprofit sector and you still have to. Yeah.

ShySpeaks: 00:36:14

So that we can Kind of COVID the bases of all the programming and staff. And so I'm sure with this, they're still. What is the strategy about how we generate revenue? Or there's a system how we can generate revenue?

Whichever one you want to speak to.

Cindy Beasley: 00:36:29

I think any. Anytime you're trying to generate revenue, you need a product, right?

But I think what people don't necessarily think about is that product doesn't always have to be something physical. It can be an experience. It can be. If you and I are doing a partnership and I'm helping you get distribution for your film, your film's the product.

You know what I mean? But I've generated revenue because maybe I got a finder's fee or a connector's fee, whatever. So when it comes to strategy, something worthwhile.

So I think events is probably the most tangible one for us to, like, start with ticket sales. You know what I mean? But how are we actually gonna sell tickets?

That's a whole nother strategy, is when we get into a conversation about marketing, about why this event is worthwhile for someone to come to. Do we have star power behind it? Because those typically sell easier than, oh, come out and support your local artists.

But we're in a space where, I mean, we. Maybe in some cases we could get the star power, but we here for the local people. So it's like, how do we make this worthwhile? And it's.

It's getting back to grassroots marketing, and then I think kind of combining that with marketing today in the digital space, like, ads are such a thing. Like, the strategy behind how to do all of that, it comes from the quality of the product too. You know what I mean? Like, you.

You want to make sure what you're selling is worthwhile, but it comes from attacking it from different angles. Don't get so caught up on, oh, it's an event. Everybody. Like, let's say I was doing a screening. Oh, everybody gonna want to see this movie.

No, they're not. You think they are? People could probably care less.

Because what's funny about it, too, I mean, when you get somebody to pay their money, they have the investment to show up. But I think people always think, like, free events.

I know this isn't about revenue, but it's just kind of if I could share, if I could share organically. I think what a lot of people don't even know about free events is you might get 500 signups, but you're lucky if half that number shows up, you know?

And I mean, the. The We. We don't factor in attrition a lot into the things that we're doing, but going back to actual money and just different things.

The strategy behind revenue comes from what are you selling? Again, going back to the. The foundational principle of being clear about it. What's the vision here? What's the goal?

So now that you have that, and I think what I'm. What I'm hearing in all of my answers, I'm talking to you, it goes back to systems is phases.

None of this is like this one pathway to making it happen. It's levels to this. Like you. And when you hear and you trying to get here, you can't skip if that makes sense.

So the strategy is understanding what are those in between pieces that either I need to make, make the consumer aware of, like my purchaser. What do they need to know, what do they need to feel, what do I need to tell them? I need to be thinking like the client now.

Like that's a part of the strategy. Think about if you were the purchaser, not the seller. Because as a seller, you think what you got.

Like I said, you ever think they got the golden egg? But you know, when somebody was trying to sell you they egg, you'd be all right, you know, get it on my face. You know what I mean?

So I think when you're trying to sit down and organize, what that strategy is, is think through it piece by piece. Does it have at minimum the basic information? Who, what, when, where, why, how.

ShySpeaks: 00:39:35

Right, Cool.

Cindy Beasley: 00:39:37

Then you build on that. All right, what's my sparkle on top? What's gonna give it possess? Because if I got a light, everybody and their mama got a light.

But why is my light different? And you highlight that in your sales pitch or in your ticketing part. Like, you know what I mean? You have to make it make sense.

You think through the details of it. Okay, cool. I'm clear about why my light is special. That's what I'm going to tell my. My.

The person I want to buy the ticket to the screening, or that's what I'm going to tell the person at the table that I want to buy this film. You sell a story.

Ron "iRonic" Lee Jr.: 00:40:06

Yeah.

You said something as far as it reminded me of a quote that we heard yesterday at the Creative Con event where it was like, get out of your head and get it to the customer's head or to the client's head because you want to provide what it is that they want. Right? It's like, yes, I have a product and service that highlights Hiding my skill set.

But I gotta know what it is that you want in order for you to purchase or, you know, buy from. So. And I. Yeah, that's kind of what I heard you say just now.

Cindy Beasley: 00:40:35

Yeah, well, look at me saying stuff they were saying on stage.

ShySpeaks: 00:40:40

All right, so is there a financial metric that you guys use to determine if how you are on track as a company or that you would use? And that could either be with Creative Cipher or that can be more simple.

Is there a specific financial metric that you're tracking to know that we're on track?

Cindy Beasley: 00:41:03

Yeah.

ShySpeaks: 00:41:04

Aside from profit?

Cindy Beasley: 00:41:05

Yeah. Oh, okay. I like that. I like that distinction because I was. I mean, you always want to know if you're making a profit, how far in the hole you are.

Yes. And I think it's looks different by what we're tracking. So let's say, you know, it's an event we're selling tickets to or something.

Your metric for that is going to look different than maybe if we set a goal this year to get X amount of dollars off of commission fees or partners fee, like whatever that may be. I think when it comes to.

To finances, one of the things that I'm learning as I consistently work through both sides of the business, you know, as someone who is putting myself and my company out there more, but also working for this, you know, established company and all of these things, is the mark always kind of. It's going to move as you grow and it's going to move as like literally like as you grow in name and in presence sense, but in numbers too, in team.

And I think one of the things that, for me personally, and I feel like when I'm. I feel like all my answers are so rooted in like, I don't know the word. I'm looking forward to, you know. Yeah.

In character, you know what I'm trying to say? But I can't get away from it. I'm sorry. Shy because for me that metric is taking care of your team, taking care of people. Like, you gotta.

If this is gonna grow, if this is gonna go somewhere. And this is really, if I'll be honest, honest, this is me speaking as Cindy, not as president of Creative Cipher, not as like, as Cindy, as.

As someone who has worked for people, worked above people, hired people, fire people. Oh my God. I can get horror stories firing people. But you got to do. It's part of business. Right. But like take care of your people.

And I think so many business leaders don't understand the art of man. I wish I could Tell y' all what I was just watching. Somebody literally just said it.

You find somebody really good at what they do, and you make them rich. That's. That's the metric for how. How am I being successful? How am I taking care of these people?

Because if these people are eat, breathing, sleeping shit and. Can I cuss on you? Sorry. Okay. You know, pooping, you know, my. My business, my vision, my brand.

I'm not gonna say they shouldn't want for nothing in life. I'm not. I'm no he. I can't cure everything. But, like, it shouldn't be five, six years and they ain't had a raise. It shouldn't be this, that, and that.

You know what I mean? Like, it take care of people. That for that. That is how you get to financial wealth. Don't. Don't abuse favors. Don't abuse.

I mean, we all have to work together. Everybody starts somewhere. I'm a huge fan of working across for certain, you know, and then we scale up together.

But even as we working across somebody, I get a check from somewhere and we breaking bread. Feed me. I feed you. You know, so it's. I'm a very spiritual person. I really. I know for a fact I would not be here without God.

And, like, I think a huge derivative of that is God takes care of people. And if he's in all of us. And that's why Dog keeps coming back to character.

I know the business, and you is like, girl, if you don't give me this, this, that, and the third. And it's not that I can't. It's just that if you're asking me about my journey, my best opportunities, I never interviewed for.

ShySpeaks: 00:44:27

Right. They found me, you know, but you know what's important? I, like, what you're saying is like.

And I am asking about that because we do want to go behind the right. That's just the whole aspect of our podcast.

Because if I go behind your brand and I know what you're doing, I can kind of figure out what I may be doing.

But because of your industry, it's interesting that it's important for you to realize you have to have the grit and the tenacity you've driven home that more than probably any other. Any other person we've ever had. Because. And I think that that is.

As I'm sitting here listening, I'm like, this is probably because this is art and entertainment specific. Specific. And this is media in production and film specific stuff that you have to have all the other stuff. Well, It'll be great.

But it's like, if you don't have that, then you don't have anything. And so you want to make sure that you're driving home. That. And I. So I understand that. And, and I, I wanna. I just want to actually thank you.

I want to thank you for being on sharing that with the audience. Because there are some people that. People who are watching this and they are aspiring to be in film.

They do have that cool story for a short film or they have a show that they want to produce and they're like, okay, a dp. What does that mean? I'm gonna go look up that. What that is. Because she didn't tell you all the answers.

She told you to go look and research and study and know your stuff. So you're not waiting on somebody to feed you hand in mouth. That's what you said.

Cindy Beasley: 00:45:51

I was about to tell them, but I ain't gonna tell them that now. They gotta go Google it.

ShySpeaks: 00:45:55

I mean, you want to give you.

Cindy Beasley: 00:45:56

No, no, I love that.

ShySpeaks: 00:45:57

Yeah.

Cindy Beasley: 00:45:58

So listen. Shut up.

ShySpeaks: 00:46:00

So I love that you're telling that because that's an industry where you really need to know. And the reason why, it's also because it's an industry where people have been taken advantage of.

Cindy Beasley: 00:46:08

Yeah. Every day.

ShySpeaks: 00:46:09

And so it's harder to be taken advantage of when you first of all have the grit, the vision, clarity and all that. But you also have, you know, your stuff because you've done the research on what it takes, so you're not getting blindsided.

So when I do finally go sit down with the creative cipher. And I know, okay, hey, I'm going to submit a film. I'm hoping that you guys can help me get my production together.

Give me the, the team that I need or maybe help me get this submitted for a higher distribution. And I know that she mentioned she didn't go into detail about it.

Something about a commission, something about a partnership, something about an executive producer. I have to listen. This is an industry where I'm not going to hand and feed you mouth to mouth. You got to go do your research.

Cindy Beasley: 00:46:49

Absolutely.

ShySpeaks: 00:46:50

Ultimately, what she said, I'm gonna tell you, the business is. The business is you're going to be exchanging a percentage of your. Of your income with. With a partner who is helping you broker that deal.

That's ultimately what we're talking about. That's a revenue strategy for their company, which is we be. We come in. We partner with you through our.

We partner with you through our resources and through our Resources, we're going to give you access to all these things. Now, when you go get this $200,000 contract for your short film, just know we helped you do all that. Where she said a finder's fee and all that.

And if you don't know what any of those mean, you have to go look those things up.

I still happen to know a little bit about film and so I didn't want to, I didn't want to have this whole conversation talking through people who know about it. I wanted to try to help them have it. But I understand what you're saying and it is very important.

Ron "iRonic" Lee Jr.: 00:47:36

No, and when you think about it, that was part of her journey, right? Her, she started doing this based on character. Character, right.

It was like, I'm, I want to do this, but the character of the people that are in this environment, I don't rock with that. So I'm going to create my own and I'm going to bait, I'm going to build a character based business.

So it's, to me, it's not surprising that you keep going back to that because that's been your foundation from the conversation that we've been having.

Cindy Beasley: 00:48:04

I appreciate that. If we have time, if you all make me think about, I think we were talking off camera about like coming into the industry and stuff. And so.

So my first television job, I started traditionally as a pa. Like I said, I went freelance. I never did the whole, let me go build my network in la, et cetera, et cetera. And still to this day, you would think PAs get treated like crap.

It's not cute. And I made a promise to myself that when I got into position, I would never treat PAs like that.

But there is an art, there is a balance to everything. Because to your point, point, you still gotta, you know, train up a child.

They say you still gotta teach them how to have that grit, how to do whatever. And I'll never forget one of my first times being like a production manager. It was something that a PA would typically do.

Set was light, things were fine. It was a real small crew, real easy day. I'm doing it. And I think for anybody out there listening, the PA noticed and was like, oh, I can do that.

And I will say keep that approach, you know, if you know that it's something that you should be doing, show that. Don't sit in comfort letting someone else do your job.

Because him saying that to me honestly was what made me comfortable enough to be like, it's okay, I got it. You know what I mean, but I think about what could have been the adverse of that.

And somebody, had I noticed you kind of kicked up, I probably would have been like, all right, you know, get up, come on, let's do this. You know, but it's really about out core values. Too early is on time. On time is late.

Especially when you're in a position where you're trying to grow and establish yourself. And so I just, I share all that to say, like the experiences that I've had have shaped what type of leader I want to be.

But that, that pushing this character and pushing this discipline and all of that, it's all, it all intertwines because I think the, the key to anything is being balance, right?

ShySpeaks: 00:50:00

Speaking of balance, I'm going to end with this last question that's about balance because you now still have your company, which you can take on a take on some clients. And then also you're president of this company. And so there has to be some balance there.

What rituals or rhythms do you have as a CEO to keep yourself grounded so you can do this sustainably? So you can sustain a, a big a company that's getting production deals, meanwhile growing the next Viacom that birthed out of south side of Chicago.

How, what do you, what do you do as a person to make sure you have that sustainability?

Cindy Beasley: 00:50:42

Well, I can definitely give you a software on that one Google Calendar. If it ain't on that calendar, it ain't real.

And I, I, I keep trying to tell people that, but outside of that being intentional with, with anything I do, I have this rule. Sometimes I fail at it because I'm a human. But most days I do pretty good.

I don't touch my phone in the morning until I've prayed, until I've talked to God. Because for me, it's a resetting energy.

It's so funny how the higher you climb and the deeper you get into these businesses and whatever numerology, energy, it's something to all of it, you know what I mean?

And everybody's got their own pick and their own shoes, but kind of finding how to intertwine all of these different practices of the world and make them make sense and fit them into who I am also helps me because that keeps me grounded. And without being grounded, I wouldn't be able to run multiple entities because I'd be all over the place. And that's the one.

Everybody within these entities, somebody always gonna be all over the place. So what you gotta know as a leader, you gonna always have to ground somebody else's energy.

So in order to do that, you gotta do your best to have yours grounded. And so I pray I put it on my calendar. I do my best to let you know this time block be for that thing.

But unless it's a meeting or like an active, you know, I don't know if it's adhd, I don't know if I'm undiagnosed, I don't know what it is. Sometimes I'm working on two or three things at one time.

But I, I would, I would take it all back to prayer, just being grounded, scheduling things out and sticking to deadlines.

ShySpeaks: 00:52:16

Okay, listen again, thank you so much for coming on here to share your insights about everything that you've learned from going from the college to the PA to the, to the freelance owner to the production owner, to the president of ecosystem. Right. Thank you so much for sharing that. So thank you. We appreciate you for coming on. And also I want to thank you, the listener, the watcher.

If you're checking this out on YouTube, you watch and if you're checking this out on your favorite podcast medium audio, you're listening. So we just want to thank you for, for being here.

If you're here at the end of the episode, you really are really real one, you know, shout out to you.

And while I'm giving you and I'm clapping it up for you, I want you to tap the, like, I want you to go ahead and tap the subscribe button while I'm clapping it up for you. Right. No, seriously, thank you so much. Actually comment on here if there was something that was said that really resonated with you on a deep level.

Ron "iRonic" Lee Jr.: 00:53:12

Yes. And on that note, we want to also invite you to participate in our Creative to CEO challenge.

It is a five day challenge where we take you, the creator creative and transfer you into a CEO. You're going to walk away with a 90 day CEO plan on the page.

You're going to have your signature offer and we're going to give you systems and structure that's going to help you to sell and monetize that said signature offer. So join us. There'll be a link in the, in our comment section or you know, wherever.

If you're listening to it in the show notes, if you're watching it in, in the description, click on that link link and be a part of that five day crypto CEO channel for me and sh.

ShySpeaks: 00:53:53

Only five days. Okay. So yes, only five days is really fire. And I also want to do something that I do on every episode.

And I think it's very important because we've had an opportunity to invite a guest on and they've spoken to you. You've heard run, and I speak. We want you to hear. We want you to hear you speak to yourself.

We want you to do an affirmation, and we have a MMCB mantra that we want you to say out loud. Everybody in here ready? We're gonna all say it out loud. Everybody ready? Okay. All it takes.

Ron "iRonic" Lee Jr.: 00:54:21

All it takes.

Cindy Beasley: 00:54:22

All it takes.

ShySpeaks: 00:54:23

We not together. And I heard you kind of was staggering at home, too. I wanted let's get it together. Okay. All it takes. All it takes is intention.

Cindy Beasley: 00:54:32

Is intention.

ShySpeaks: 00:54:33

Consistency.

Cindy Beasley: 00:54:34

Consistency.

ShySpeaks: 00:54:35

And laser focus. And laser focus to mind my creative business.

Cindy Beasley: 00:54:40

My creative business.

ShySpeaks: 00:54:41

And on that note.

Cindy Beasley: 00:54:42

And on that note, that.