b'KNOWLEDGE ECONOMYIt all comes back to those three buckets of people, those three personas that need help in their own way, and they all need each other. I just want to help peoplethats what makes my heart feel aliveMallory Rose, Tribal TradeThesecondgroupisdisconnectedreachingimpact.Forinstance,in IndigenouspeoplewhodontfeelNovember 2022, an employee of the Indigenousenough,saysRose.hugeU.S.-baseddataresearchfirm ThethirdispeoplewhoareIndig- Nielsen asked Rose to deliver a virtual enous,whomaybeknowalittleofkeynote presentation. She discovered the teaching and feel connected, butthat her YouTube channel had inspired theyre not happy and they want tothecompanytostartabusiness use the teachings to find happiness.resource group for employees called NativeAmerican,TribalandIndig-BuildingtheYouTubechannelhasenousVoices(NATIV),committedto beenaslowclimbthathascostincreasingIndigenousvisibilityand moneyandtimetomaster.Therepresentation at Nielsen and across valuablelessonistopayattentionthe entire media industry.to what is performing well, and your audiencewilltellyouwhattheyI absolutely love what I do, says Rose. want to see, says Rose. Once youIm a really passionate content creator have an audience that connects withand marketer. Id love to be able to youpersonally,thenyoucanstartsupport Indigenous entrepreneurs in creating content that you want themtappingintothisandgrowingtheir to know. business. I do entrepreneurship work-TribalTradeproducesfull-lengthshops based on leaning into your own videosweeklyandpostsshortersweet spot and leveraging that in your featuresthreetofourtimeseachbusiness,findingyouruniquevalue week. Rose is also active on Instagram,that no one else can replicate.TikTok, Facebook and LinkedIn, whileAstheCOVID-19barrierstosocial theYouTubechanneldriveseyesinteractiondropfurtherthrough to her website. It generates 80 per2023, Rose plans to take her YouTube cent of the online sales, which in turn triggers a series of automated emailproductionontheroadliterally communicationsandincreasesherproducing a series of videos shot at mailing list, which currently stands ata variety of events and locations with around 100,000 contacts. (About 60Indigenousculturalconnectionsand per cent of these signed up to receivemeetingswithinspiringIndigenous resultsfromanonlinespiritanimalcreators and entrepreneurs.quiz.) Its about providing value and then building relationships and trust,AsRosesays,Itallcomesbackto Rose says.those three buckets of people, those three personas that need help in their POSITIVE OUTCOMES own way, and they all need each other. RosesonlinecoursesandYoutubeI just want to help peoplethats what channelhavemadequiteafar- makes my heart feel alive.40A CCAB PUBLICATION2023'