[The G.E.M. Series Episode 34] How To Captivate Gen Z Through Your Marketing (Without The Cringe) With Celine Chai


Blake: [00:00:00] Welcome to the G.E.M Series, powered by Rocket level. On this podcast, we empower entrepreneurs to succeed by setting big goals, executing like a pro, and having a fearless mindset. The G Series is all about investing in yourself. We're here to share the path to getting what you want out of life by sharing the stories of entrepreneurs who have done this themselves.
Providing thorough research from our team on what careers and habits are yielding the best results and discussing the mindset it takes to overcome the obstacles that all future entrepreneurs will face. Investing in yourself starts with putting in the work every single day, and this podcast is here to help you do exactly that.
My name is Blake Chapman. I'm the Vice president of the Ambassador Program here at Rocket Level, and I'm thrilled to be your host for the G.E.M series. All right, everybody. Welcome to another episode of the G.E.M series today. I have got Celine on the show. Celine, how are you doing? 
Celine: Doing well. Thanks for having me.
Blake: I'm excited to have you on the show. I've been, you know, checking out a [00:01:00] podcast you were on, uh, looking into 98. And you know, there's just a ton of questions I have. Would you mind just sharing with the audience a little bit about yourself and, yeah, that would be, that'd be great. That's usually how I kick these things off.
Yeah, 
Celine: for sure. Um, my name is Celine. I, um, co-founded 98 back in 2020. Um, 98 is a Gen Z marketing agency. So what that means is that one, we're a team of Gen Zs, and two, we were sick and tired of bad ads and marketing toward younger generations. And what better way to fix it than have it? People who have experience in social media as well as just lived experiences, Gen Z, just sort of, you know, navigate and help brands achieve, um, better connections.
Um, other than that, I graduated from Loyola Marymount University in la. Um, I have a dance degree and a marketing degree. Um, I really [00:02:00] wanted to become a dancer, but the pandemic really kind of changed the course of everything for me. Um, so I never expected to, one, be in marketing full-time and, two, own my marketing agency.
Um, I've lived in four countries now, and I love pugs. 
Blake: That's amazing. Thank you. Uh, what, wait, what? Four countries? 
Celine: Um, I spent a lot of time in Malaysia, China, Indonesia, and then the US when I went to college there. 
Blake: Okay, that's so cool. And right now, uh, you just told me you're over in Malaysia right now, right?
Yes. What time is it there, just out of curiosity? I don't think I asked that. Um, it's ten 10:00 PM .Alright. 10:00 PM All right. Yes. So it reminds me, do you remember the Oreo commercial back in the day where the dad was? He was traveling for business or something, and he was in Tokyo, and the sun was back in the States.
And then every night [00:03:00], the son would be like, good morning, Dad. And then, and then the son would be like a good night. I dunno why that one stuck with me for so long. Uh, I'm always like, I love that commercial. Um, But no, I'm; I'm super pumped to get to talk to you a little bit. Uh, I want to know, like growing up, was the vision always, like, were you working, your whole dancer growing?
Celine: Yeah, um, that's a great question. I had always danced my whole life. Well, I've lived in so many different places now, and it was like constant changing of schools and environments, and so dance was kind of the thing that's, like, been with me since I was a little kid. Um, I took it a little bit more seriously in high school, and, um, there weren't that many dance opportunities, um, in Asia.
And like how to pursue it professionally. So I was like, I really wanna go to school for it. Um, and yeah, that was kind of the journey, but it was a, it was a very, [00:04:00] like, I don't know, I feel like I kind of made decisions on the fly and was like, all right, here we go. Um, yeah. But yeah, 
Blake: it sounds like you've always been kind of a self-starter, wanting to, like, figure out new things and go after that.
And I see that a lot whenever I meet other, you know, entrepreneurs that. How did you? I guess what I'm getting at is it's not necessarily; it's just interesting how we end up in these places whenever you just like kinda trust what's in front of you. So going into school and getting your marketing degree, were you like, yeah, I, I know you said you had this balance, like what, what were you feeling like at that time?
Like, I'm sure it was kinda hard cause I, I play music, you know, and there's a. This is what I'm gonna do. This is my thing. And then I ended up being like, oh. It turns out I love marketing.
Celine: Yeah, I mean, I, well, for starters, I, I got my marketing degree because my parents were like, [00:05:00] oh, we're only gonna pay for school if you pick a real degree. Um, take that with a grain of salt, or however you wanna interpret that. So that was kind of what I went in with the mission of, like, Hey, my parents will pay for school if I did marketing.
Um, but I mean, I was part of a program at LMU called the M School, which was a specific track for like advertising and more like creative strategy. Um, And I, I honestly applied because everyone around me was applying for it. And that did pique my interest once I got in the program; I was like, oh, this is cool.
It's exciting. I did a couple of marketing inter of ships like I didn't wanna shut the door, but I was primarily focusing on dance and, you know, auditions, rehearsals, performances, and all that jazz. Um, no pun intended, but um, I dike, It, it all ca; down to discipline. Like, how do I do both things?
How do I, you know, try and excel at both things and have a social life? Um, and I feel like [00:06:00] I got all three. Um, I got my two degrees, which I love dearly, and I still got the college experience I wanted, so I wouldn't change anything. 
Blake: Yeah. And I, I think I, was listening to a podcast. I mean, you knew like founders, like you were friends, right?
Starting. 
Celine: Yes. So we all came from this program, um, the M School, which is what I just mentioned. Um, but Gia, who is one of the other co-founders, and I, um, are best friends. That's so good. Um, we met on the very first day of orientation, so that's like the journey that we've been through together.
We were meeting each other for the first time, being college friends and roommates and best friends, and then starting this whole thing together. So that has been a whirlwind of a journey for us. 
Blake: Yeah, I can imagine. It's. Also, I feel like it's cool too, um, be able to strike that balance between, uh, I dunno.
Sometimes [00:07:00] corporate environments or work environments can get like overly and. Look at somebody and be like, Hey, are you doing okay? Or, like, know anything about their life. So having friends in there, I feel like,e probably fosters a culture of, uh, everybody wanting to have each other's back and, and see how you're doing.
Cause I mean, wellness is, uh, is, is key for a business being able to, to thrive anyways. Um, have you seen any of that kinda trickle in from, you know, having that? Kind of friendship 
Celine: aspect. Yeah. I mean, I think everyone always says like, don't ever start a business or go into business with your friends. And to an extent, it's true.
And to an extent, like exactly to your point, like having a friend who understands and knows what you're going through is. It is a comforting experience. Um, we set strict boundaries for ourselves. So we keep like all work-related things on Slack and then personal things, you know, on [00:08:00] text.
Um, we do our very, very best never to, like, bleed conversations into either platform. Um, and I think, yeah, I think as long as you have boundaries, it won't affect your friendship. Um, And, and I think like people always ask like, oh, like, has it made you grow apart or together? And kind of neither. Like, we're bound to disagreements in the workplace.
That's, that's how decisions get made is people, you know, having opinions. Um, but like if we do disagree, it doesn't bleed into our personal lives, and we both know it's like a business—decision and not really like a personal attack or defense mechanism. 
Blake: That's cool. I mean, such a good learning.
I dunno; I feel like it's just outside of learning, like something just for your business. It's also probably just healthy for, like, relationships in general and learning [00:09:00] how to, I don't know, operate with people you care about productively and healthily, which I think is pretty cool. Um, so. What made you wanna start the company?
Like, what was kind of going through your head? Cause I know you're, you're probably fresh off of, like, you had internships, and I'm sure all kinds of different jobs, and you're doing all these different things. What was that? Yeah. What was that moment like? 
Celine: Um, an unexpected moment, to say the least. Um. I mean, I was in the May 2020 graduating class, which is like the height of covid.
Not only the height of Covid but the height of the unknown and like mm-hmm. You know. Oh, is, is the pandemic just here for a couple of months? Like are we, like what is the situation? Sure. Um, So I had plans, or what I wanted to do was move to New York and pursue dance there for at least a year.
Like give it up, give it my all. But travel was [00:10:00] halted. Um, and we had one of the professors in the program being like, Hey, if any of you wanna start your agency or start your own thing, like. I'll mentor you. Um, wow. And so this idea sort of like floated around between a couple of people in the program.
The program's small, like 25 people. Um, and I was like, cool, like I'm bored. I don't have a plan; I don't have a job. My parents are not close to me at all. Like, I don't have anything going for me. So like, let me dabble. Into this entrepreneurial activity. But I will guarantee you that if you ask any of the co-founders, we all thought this was just gonna be like a little side thing to carry us over the pandemic, thinking it was like five months at most.
Um, and little by little,e it grew and little by little the pandemic never ended. 
Blake: Yeah, no kidding. That's, that is amazing. It'. Also, I love whenever people have that moment where, You're presented with an opportunity, and you're like, [00:11:00] you know, cause it's important if you're gonna dive into anything, to just be open to saying, Hey, you know what, this is a little my comfort zone or whatever, but I'm just gonna trust That should explore a little bit, you know?
Cause Yeah. You just never know what you're. I think I saw you; you had your three years birthday over there at the company. We, we did. That's amazing. Um, you know, time flies by really fast. It's uh; it's crazy and, uh, and, you know, do all these campaigns and, I dunno, I think that's, that's neat.
Um, so as you were starting this, did you have any kind of nerves going into it, or like, were you afraid of it? I mean, I guess it almost sounds like maybe initially you weren't even feeling the pressure of it because of you. This is like a project for us that we're gonna explore. Mess around with.
Is that? I don't wanna put words in your mouth, though. 
Celine: No, it's exactly [00:12:00] that. Because, again, this program that we were in was very intense and real-life training for pitches and presentations. So like, anytime we ever got quite a piece of work at the early stages of 98, it was like project mode. We were.
So like, fixated on doing a really good job. Um, and I would say that none of us had the quote business hat. Um, none of us knew anything about pricing strategy or I d, I don't know, for incorporating a company like any of that stuff. Yeah. It was an on-the-fly. Google the crap out of it and talk to random people, and that was that.
Um, so I think, like, We were all just like eager to have something to do. Um, and something that came, I wanna say a little bit naturally to us because of, you know, the type of education we got. Um, but navigating the business realm was just [00:13:00] quite a learning experience altogether. 
Blake: Yeah, I can imagine.
Tell me, so yeah, what was your first moment where you're like, oh, this is, This is like real right now. Like do you have any of those moments? I mean, 
Celine: a couple, and I think I would say, like, the topic of Gen Z today in 2023 and probably late 2022, like Gen Z sort of just came into the media. Yeah. Um, like really, really heads head-on.
Like everyone wanted to talk about Gen Zs, um, But I would say in 2020, that was not the case. Um, we still had the very strong, like kid mentality, or this is just an entitled generation, or they're, they don't know what they're doing. Um, so I think we faced a lot of that in our early stages.
Um, and like,e obviously, I've had experience public speaking and whatnot, but I've never really had the experience of talking to a C M O or. Sure. A group [00:14:00] account director of something, I was 21. Like, I had no clue what I was doing. So it was a very big fake-it or made-it moment. Um, totally. And it wasn't like, oh, this is for a grade, like this is, uh, someone would pay me to do this situation.
So I think that was a really big moment for us. Um, and I, I, I will always remember our very first pitch, which we did in collaboration with another agency, um, myself and someone else from 90 were kind of like the spokespeople. And I remember just like, I have no idea what I ever did to deserve, or like what universe allowed me to just be here with, like, Three C-Suite title folks on the other end.
Like, I, I was so nervous. I was like, power posing, and Yeah. That, that was a very, very like, holy crap, we're doing this moment. 
Blake: Totally. No, that's, uh, it is like a daunting experience whenever you have that first time. Cause that's the thing, like, I remember, yeah, the first time I, I pitched to like [00:15:00] c-suite level people, I was like my, and then you end up talking to everybody, and you're like, Everybody's kind of on a similar Yeah.
Wavelength at the end of the day, you know, like we have different jobs we do, but, uh, but, but it's like, it's such a daunting feeling, but it's also really exciting because I'm sure that you all were like, oh my gosh, like what we're doing presents a lot of value. Um, and these, and people are starting to, starting to see that.
Um, and with Gen Z, um, advertising and marketing in particular, I'm like, I am seeing it. It's starting to take off. Yeah. Um, from what I'm, anyways, and it's some marketing and advertising because.
I've always been somebody who, like, I'm, I don't, maybe I don't wanna speak to Gen Z advertising because that's not my, my level of expertise, but what would you say, maybe from your perspective, are some of the characteristics of, [00:16:00] of what is Gen Z advertising or marketing and, and how do you kind define that?
I guess? Um, 
Celine: that's packed. 
Blake: It, it, it's, I know cause there's, there's all kinds of levels. Cause I know I'm like a very simple level. I'm like, oh yeah. Like, I dunno, there's like quirked-up humor out here that's like, oh my gosh, that's a little like a left field or whatever. And then there's, I don't know, there's a lot to it.
But I'd love to hear, even just a little bit, of what you've brought into. 
Celine: I think like what you're saying is super true like it's just become a hot topic now. And when we started, we've had a couple of people being like; Gen Z is the theme, like that's not a good enough niche, like no one has a budget for quote Gen Z marketing, like.
We faced a lot of skepticism in the very early stages of 98, but I think as a co-founding team, it was like, what brings us together? What do we actually all care about? You know, we all have different personal interests, but I like being part of this [00:17:00] generation. It is really, really what kept us going.
And that's why we're called 98 because we were all born in the year nineteen nineteen ninety-eight. Um, so it was really important, as important, for us to represent this generation. Um, and I would say, like, what defines Gen Z marketing, especially for us as an agency? Our sort of main special bucket here is social media marketing as well as influencer marketing.
Um, the reasons are that we are on social media all the time. Yeah. Yeah, it's not like a, oh, I, I downloaded Instagram because I'm a social media manager, and I need it for work. It's like we've grown up with it; we've lived with it. Like we understand it on a mastery and expertise level that like can't be trained or taught.
Totally. Um, and then the second thing is like, I, I think a lot of, you know, how do I explain this? Marketers and textbook marketers feel like we can just categorize [00:18:00] people in generations into just like a statistical fact. And I think Gen Z especially has really, really like pushed those boundaries we have.
Like you can't just be like, I'm a Gen Z. That's into fashion. It's like I'm a Gen Z. That's into fashion, but specifically thrifting and specifically the disco era or whatever, like we are so, so niche in our audience. Um, I think that a lot of brands struggle to understand, like Gen Z, the way that we feel like we need to be loved.
Um, yeah, by brands and marketing. 
Blake: That's so cool to think about, too, because I mean, now you have the power to market right that way too, which is like something that folks need to consider a lot more. Also, I was thinking z marketing. Do you consider Gen Z marketing, marketing for Gen Zs, or marketing? Also, marketing [00:19:00] by?
Gen Z, you know what I mean? That aligns with something that, like, it's the output of Gen Z as well. 
Celine: Yeah, no, I think it's both. So what we're seeing right now is that, like, more Gen Zs are entering the workforce, and you know, with different teams that we work with, I feel like there's always a token Gen Z on everyone's team.
And it's like that person said this, And therefore all Gen Zs think this. Um, and we're always like, let's read it in. Like, it's awesome that we have Gen Z representation, but one person doesn't represent, you know, this entire generation. So we like to go in, um, being that Gen Z sounding board.
Um, we have the Koi pond, which is kind of our Gen Z collective. Um, Of like, I think we're at 500 plus Gen Zs now often, 
Blake: so is.
Like group chat somewhere, or [00:20:00] how to do you 
Celine: It's, it's an email list, um, as well as a discord server for people who wanna engage and like have more of a community feeling. But for a functional part, it is an email list where we send surveys or, you know, call out for focus groups and interviews and trying to push brands and clients to be, like, talk to more people.
Don't say you don't know any Gen Zs because that's kind of what we're here for. So yeah, to your point, it is a product of, you know, Gen Z sounding boards and input, um, to hit the right notes for their target Gen Z. 
Blake: the audience. Cool. That is, that is amazing. I mean, I know that there's, I that's exciting to hear 500 people too, that is like Getting to bounce ideas off of each other and feel supported.
And I think that's, uh, I think that's incredible. Useful.[00:21:00] 
Celine: People try to join. Really 
Blake: that's,
How do you? I'm sure that dance as a passion of yours has never left your mind. Like, have you found ways to integrate that into life right now? And, uh, so several, you have probably seen the words rocket level thrown around a little bit here and there, and I wanted to take a moment just to explain what that is.
So the G.E.M series comes from rocket level. Uh, who is somebody that I work with directly? And Rocket Level is a marketing technology company that specializes in meeting the unique needs of small and medium-sized businesses. So over the years, through strategic collaborations with national brands, franchise groups, and local [00:22:00] partners, rocket Level has become a trusted ally for SMBs operating in the market.
And right now, rocket Level's primary focus is to provide a comprehensive range of marketing solutions for SMBs. Including website development, SEO, paid ads, email marketing, social media management, and just about anything you can think of by offering a done-for-you approach. Rocket level takes care of all aspects of digital marketing.
They are allowing SMBs to focus on their core business operations. I know that everybody talks about this all the time. It's so hard to focus on the fulfillment side of things, and been an absolute honor. Getting to partner with rocket level throughout the years and be able to see them provide a solution for people that maybe don't, don't have the talent right now, maybe don't have the time, and maybe don't have the playbook or the tools available.
It truly is buttoned up in such a way that. You can give somebody your high-level objectives and get this stuff knocked out. So if you're curious, you should give us a shout. I'm [00:23:00] sure that dance as a passion of yours has never left your mind. Like, have you found ways to integrate that into life right now?
And, uh, Like, how do you, do you strike that balance? 
Celine: Um, so I am a dance teacher, a part-time dance teacher. And Cool. Um, I still produce work, um, work at a studio and my old high school. Um, so kind of still doing freelance on that side. Um, I definitely wanna get back into it full-time at some point, perhaps with different goals and visions.
Perhaps probably leaning more on the education side because that was such a big part of, like, What made me who I am today. Yeah. Um, but I have my daily dose of, you know, teaching and stuff almost every day, so I love it. 
Blake: That's amazing. And I, you kinda touched on, it sounds like a lot of members of your team are, is multifaceted in that way too.
Like, do you notice that um, members of your team are also on their [00:24:00] own like they have other, other items, other, you know, passions that they get to pursue as well? 
Celine: Yeah, I mean, I think everyone has their niche of some capacity. Um, people always, I mean, like, I love to dance and be involved in the dance world, um, you know, regardless of 98 or not.
I'd like very lucky to still be able to monetize my passion right now. Yeah. And yeah, like monetize or not, like, it's something I would, wouldn't give up, and it would be something that's always gonna be part of like my, you know, daily or weekly regimen. 
Blake: Totally. Totally. Um, and you know, is it something that you feel like, uh, cause I don't know, I just, I feel like sometimes people need to have.
That balance of something else, Yeah. That they care about, is that something that you've been able to, like, emphasize in your, your team, like, hey, let's, uh, you know, [00:25:00] find space to like to grow yourself Because the more that you grow in what you care about, I mean, in my experience, the more that you grow and what you care about, the more it impacts everything positively?
Instead of being like, alright, all that I'm focused on is this one singular mission. You know, it's,
Celine: Yeah. Um, not like a personal story was my senior year of college. I kind of like my schedule throughout college was always ridiculous trying to do these two majors in four years, but I was like, okay. I think like I finally have some free time. I, I was like making choices of whether I wanted to, you know, take on more dance classes, just do nothing, because I've never done anything my whole life.
Um, but then I ended up taking a ceramics class, and there were times when I was just like, Oh my gosh. Like, my dance friends are getting better because they're adding, like, you know, doubling up on dance classes. Like, should I have done that? Do I regret [00:26:00] it? What, whatnot. But the ceramics class is arguably the best class of my life.
Um, and I think it'll be the class that I remember from college, like 50 years down the line. So I have no, like now, sitting where I am today; I have no regrets doing that. Um, yeah. So like, I guess I always try to encourage, especially interns who work with us, like, you know, I'm selfish, and if you're a great intern, like, I want you to stay.
But, like, if there's something else calling you to just like try like, I'm not gonna be mad, go do it. Like, you know, sometimes you just won't get the time back to try things. 
Blake: No, you're right. You're right. And I, you know, I feel like it's important you just, I. You did, you know, multiple years ago, and now you're, yeah.
You're, you're a CEO of a company. Um, not that it's as simple as that. It doesn't take so much hard work, but it does take trying something. [00:27:00] Mm-hmm. Um, so I wanted to bring this up just because I love Paul Frank. I thought it was such a campaign. Yeah. How was how was?
I was getting going. Remember back in the day; I had like a little Paul and me, I eye saw. 
Celine: half, half the team is currently in Vegas with the Paul team right now, um, for, like very big licensing expo. But our journey with Paul Frank started, oh my gosh. I wanna say like March of 2022. Um, and until today, we don't know how they got in touch with us.
They're accomp, they're based in Australia, or the team we work with is based in Australia, so not even our territory. Um, we were sort of just tasked with reviving Paul Frank in North America. Like the story you just told of, oh my gosh, I had a hoodie. That's [00:28:00] everyone's. You know, the reaction of Paul Frank, oh my gosh, I had this pajama set or t-shirt or whatever, and we wanna change the narrative of like, oh my gosh, I have it now.
Or I am cool again because I have Paul Frank. So that was kind of the mission. Um, we focused on organic TikTok, so really building their TikTok from scratch. Um, And the strategies there were all related to what I was explaining to you earlier, which was diving down into the niches of different Paul Frank audiences.
Um, it's not enough to just be like the collectors, like it's finding those niche communities who. Would appreciate a brand seeing them for who they are. Um, we've done a couple of influencer campaigns and yeah, just over time, like really gained trust with the clients, and we renewed a, a full yearlong contract, which is always really nice for, oh, right, that's one [00:29:00] revenue sake, but two, also just knowing that our clients trust us and trust us to push 
Blake: boundaries.
That's. I just, yeah, I'm also just excited to see Paul Frank get back in, you know, really back in the limelight, cause Yeah, I feel like it, I dunno, I, I, I just think it would, people would love it right now, you know, I, I think it, it fits like the aesthetics of what people would be looking for.
Uh, I, I had a friend who, Some, um, bootleg, I probably shouldn't say this cuz you're at Paul Frank, uh, you're working with them, but made bootleg Paul Frank shirts and like they're selling like crazy, you know, just as like ho them and, uh, you know, I, I, I just got hyped on that. What have been some of the other interesting campaigns that you've worked on, and like, is there anything that maybe is like a dream campaign that you're like, oh, I would love partner with these people?
Celine: We talk about this all the time with the co-founding team, like, who is your dream client situation? Yeah, [00:30:00] we have a couple of Spotify folks on our team who are, like, Spotify is the IT client. Um, Mine bounces for sure. I love Lululemon. I'm a diehard Lululemon. If, someday, I lost everything I owned. Like if I sold all my Lululemons, I think I'd be good for a year.
Um, so you know, it, I think it just depends on, on like, what we're interested in. Um, oh. At least, probably another one that we definitely look up to and just how they're marketing right now. And you know, if we could ever partner on a campaign like that, that would be awesome. Um, but, and a project that we've worked on that I think has been high profiling Cool.
It is actually—Starry from PepsiCo. Um, we were brought on in a very, very early stage when it was like super hush-hush. Um, and so just being able to see the evolution of that product and that launch and where it is today, um, is rewarding. 
Blake: No, that's, that is, uh, I would [00:31:00] imagine extremely rewarding. And the thing with doing this, like running a company, is that, like, You kind of can't stop.
Right. Sometimes it might feel like that; I don't know. Not that you can't take a breather or anything. So what, how do you find keeps you motivated? Do what you do the next day. 
Celine: That is a great question. Um, if I had to put my team mom hat on, it's that people's livelihoods depend on us. Um, yeah. You know, like we have a staff or three full-time staff on our team, and that's a.
I, I don't like to call it overhead because it's just supporting talent, but at the same time, like, you know, as a co-founding team, like we have to focus on sales, we have to make sure we're getting clients, you know, meeting our KPIs because, you know, we have people that we're responsible for paying and all that stuff.
Mm-hmm. So from a very [00:32:00] practical capacity, like that's definitely what keeps me going. Um, and then I would just say, like, The team itself and nods to Gen Z that we do, I think like the corporate or corporate culture we have is just really chill and fun and laid back, but everyone is like intent on doing good work.
Um, so, like, I think that's one of the best feelings that is going to work. You know, I can be all dressed casual, I can feel casual, but know that I have a team that I can rely on, and everyone wants to produce something good. 
Blake: That's, yeah, no, that's, that would be motivating. It's, uh, it's probably the number one motivator whenever you're like, oh my goodness.
Like people are relying on what they're doing right now, and uh, I know, I think it's pretty enriching—thing to mm-hmm. Do. Cause I dunno, it's, it's just exciting to be like, all right, we're all moving [00:33:00] forward together as a, as a unit and like figuring out what we, what we believe in. And uh, and also, you know, we live in a world where we have to use the money to cover our rent, so, yep.
We're making sure, whatever, you know, so we're making sure that that's taken care of, which is, uh, which is great stress from people's lives. So, you know, diving as you were building the team and everything, what did you have to learn about leadership and figuring out, like what's your, you know, like your philosophy to it and, cause I've, I've heard you mention, I even heard that in another podcast about being like, you're kinda like the team mom over there, and you keep everybody happy and.
Like, are you guys good over here? Um, so how'd you figure that stuff out? What was that journey like for you? Do you think? 
Celine: We joke about this team mom thing all the time. Um, but I always tell people like, what's the number one most important thing about my job? And it's been keeping people happy. Um, yeah. And I [00:34:00] think there's like, Again, the negative sentiments around Gen Z is like, oh, we're entitled.
We want too many things. Like we require too many work perks and stuff like that. And, to an extent, yeah, we do want a better, you know, work environment, but at the same time, like, I am blessed to have a team who is so eager to work hard and put in the time and, like, you know, be able to. Give it their all in their task and be willing to try and wear multiple hats.
Um, so I always like to tell people, like, don't couch out. Like, you know, if it's the right work or the right, you know, environment, like we will put in our best foot forward. Um, so I think that's kind of like one of the key things I think about and leadership in general, like. We're a fully remote company.
People always ask, where's your hq? And I'm like, zoom.com. Um, and so, you know, you have to learn how to command a screen like both with your clients as well as like your team. How do you [00:35:00] brainstorm? How do you keep organized? Add layer two for us with time zones, like we have clients everywhere, and you know, people are free to travel.
So I think it just comes down to structure. Um, yeah. We are making sure that we're all communicating well. Um, and then we do fun, silly things with our team to make it feel more like a closed community. We have kudos Wednesdays, so we, you know, drop in a kudos of some capacity. Um, and then we do high-low buffaloes every day.
So drop in your high; you're low. And then Buffalo is the fun fact. Um, it sounds really silly, but like, I think. That's a great way to get to know people on a personal level because some people will write real long buffaloes about something random and weird, um, and just like feel like, yes, you're my coworker, but you're also potentially a friend.
Blake: Yeah, no, for sure. Um, [00:36:00] I love also, I love the high-low buffalo idea. I think that's; I think that's great. You know, um, we, uh, where I work over here, we use the standup, you know, method and, you know, for a while, it was cool. I saw the team; they had a long-standing handshake where they wanted to add one move every single day.
So it gotta the point where it was like, I think they got 87 moves off like the handshake took 87. It was like an 87-sequence handshake. It's chores-like. It was amazing. Yeah, it was. It was. It was pretty incredible. But yeah, it's funny how little stuff like that just like totally changes the energy of your day and like makes your team feel like, all right, I can like be myself, you know?
Totally. I know you've already kind of touched on some of this, but why do you think people generalize Gen Z so much? [00:37:00] Like I feel like there is, like, over the year,s I've just, you, this perspective, think people done that. Is it just yet z newer workforce,e and they haven't gotten to experience it or, um, I dunno.
I just like your take on it. I 
Celine: I think it's for a multitude of reasons. I think like whenever a new generation emerges, you know, there's like, everyone's gotta gossip. Everyone has to have chatter about something. So I think, you know, we tend to do that when new things happen, or change happens, but I think it's been particularly increased with Gen Zs because there are so many things that we do.
So incredibly different from the previous generation. Um, and like, I'm very, not to say that other generations can't be tech savvy, but the reason we operate so well on Zom is beca, use you know, we don't face technological issues or deficiencies with [00:38:00] teammate like it is so second nature to us. It's swift, it is easy, and perhaps it's jealousy from other generations, or it's just like, I don't understand, you know?
Even today, my mom's always like, how do you go to work in your pajamas? I'm like, because I can't, like, who is gonna judge me? Yeah. Um, I think it's just the value shifting. Um, and I also think that you know, with social media and the rise of technology, we're able to share and voice opinions at a much faster and more collective rate.
Yeah. And, and I think that makes people, you know, feel like. We're on something or, you know, we, we just have an amplified voice, and I think in a very good way. But obviously, that can cause controversies with other generations and form stereotypes against Gen Zs. But you know, like,e I think we're gonna be a generation that actualizes change at a much [00:39:00] faster rate than anyone else.
Um, so that's exciting to be a part of. I.
Blake: Having that level of literacy, not only obviously in technology, you know, specifically, is something.
Training and figuring out all of these different aspects of how to effectively, you know, do your job. But then also what it does, what I've, what I've seen, and I, I might be, I'm, I'm a millennial, so I might outta my, my ass a little bit, but, um, I, uh, I, I've just noticed that it seems like, um, gen Z does a really good job of identifying what the drain is, unproductive and being like about,
Driving impact, and I'm just gonna put my energy into something that is like, like actually is impactful or like, Yeah. Healthy for [00:40:00] me or my team or whatever, you know? Yeah. Which I was like, I dunno, I'm like taking notes always. I'm like, this is, uh, this is great, you. 
Celine: know? I love how I'm talking about we're good at technology, and I couldn't figure out how to log onto this podcast for, like, 
Blake: five minutes.
No, that was, Hey, I, I'm dealing with, it's, I use this platform all the time, and I'm like, I'm like, there's always little, there are little things here and there, you know, so, yeah. 
Celine: But I am I, I think, just in general too, like we have a no-bullshit radar. Um, yeah. So I think perhaps in the past, you know if a superior's telling you like, here's my idea, blah, blah, blah, blah, blah.
As a subordinate, you're just, like, cool. Like, I'm gonna follow along with it. But I think we have a little bit more of a challenger mentality. If, like, someone brings up an idea and it's like, Know, so far off the mark like we're just gonna call it out. Um, yeah's great. So I feel like it makes [00:41:00] people uncomfortable, but will we achieve, you know, as you said, things more efficiently and in the manner we want to say and like cut out the fluff?
Lik,e I think we can do that. 
Blake: 100%. Dang. That's, uh, I'm, so this conversation, Celine, I uh, I'm pumped to get, uh, go through all of this. Is there anything that you would like to say to folks that are considering becoming an entrepreneur and, uh, fit in, they're like in Gen Z and, uh, they want to find, cuz I know you, you mentioned The Pond, like is there any advice or things that recommend for them?
Yeah, 
Celine: I mean, my whole thing, given my many interests in life, is to try things. Um, like, I hate using the personal word brand, but something that likes is important to my brand is interdisciplinary learning. Um, I [00:42:00] seriously attribute a lot of my work ethic organization and just like the ability to think quickly from dance and then, you know, Even though I don't dance full-time today like it is so impactful in my current life.
Um, so yeah, I guess, like, don't shy away from new things. Um, not knowing something is not a good enough reason not to try. Um, yeah. You'll learn as you go. Um, and if anyone's looking for, you know, Gen Z marketing help and just trying to. Make better ads for Gen Z and, you know, run a more organic and authentic profile and make Gen Zs not cringe, reach out to 98.
We really, really wanna help. It is our passion, it is our expertise, and we make good partners. 
Blake: All right. Awesome. Um, and where can everybody kind [00:43:00] of keep up with you and anything about your mission you wanna share? 
Celine: Yeah, so our website, 98 la.com, spells out 98, um, kind of is the house for everything, um, for shits and gigs.
98 LA on TikTok. Awesome. Um, real fun corporate Gen Z content. And then, for them, you can search us at Gen Z Pond on Instagram as well as just find us on the website directly. 
Blake: All right. Well, Celine, thank you so much for hopping on the show. I, uh, enjoyed our conversation. 
Celine: Thanks so much for your time.
Blake: Yeah. Everybody be on the lookout. Um, this was an episode of the series. I hope you have a really good day. Thank you for listening to today's episode of the G.E.M series, where we're always here to share the goals, execution, and mindset of thought leaders around the world. If you're listening to this, I'm sure that you have some pretty big goals for [00:44:00] yourself, and I would love to hear them.
Here at Rocket Level, we just launched our newest partnership program where the goal is to, uh, well, build a relationship with you guys. I want to talk with all of you, coaches, consultants, and entrepreneurs. This program is gonna be providing free sales and marketing training, giving you access to a massive network of small businesses, and even paying you to allow us to handle the fulfillment side of things.
Over the last 20 years, uh, we've been able to learn a lot about how to handle digital marketing for a, you know, small business. And frankly, we wanna pass that along. After working with business coaches and consultants all over the world, we decided, let's make it formal. Let's make this thing happen. So if you're at all curious, check out the links attached, and please reach out directly.
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