Kedma Ough, Understanding DISC Profiles and Using Them to Build Better Relationships – InnovaBuzz 484

Kedma Ough

Kedma Ough, Target Funding

In this episode, I’m really excited to have as my guest, Kedma Ough, who is a nationally recognized business development and business funding expert, innovation and entrepreneurship thought leader, award-winning champion of small business, and business advisor for independent inventors. She is also a proud fifth-generation entrepreneur, whose great-great-grandfather peddled various products across Ireland.

She is also the author of Target Funding – a proven system to get the money and resources you need to start or grow your business.

In our discussion, Kedma talked to me about:

  • Unpacked my DISC profile and what that means in dealing with me
  • Shared her DISC profile and what that means in dealing with her
  • We talked about sales versus business development

Ramon Ray in episode 417 introduced us to Kedma.

Listen to the podcast to find out more.

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You should never be selling to someone who will never be your customer. @KedmaOugh on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Kedma Ough, author of Target Funding

Key points and takeaways from this episode include:

  • You could have a great idea, a great team, and services that are ready to execute, but if you don’t have enough capital, it becomes very difficult to move through business.
  • We need to be listening more to what the other person needs when we’re selling.
  • The sales cycle is not immediate. 
  • You should never be selling to someone who will never be your customer. You have to make sure that you’re aligned with your customers and that you are solving their problem.
  • All we are doing is solving customers’ problems. 
  • You don’t have to make a sale every single time you talk to someone, but you could build the relationship for them to trust you and come back to you at any time.
  • Business development is developing businesses, business owners, and relationships. The subset to that is sales.
  • It’s always the relationship that should come first.
  • ABC – Always Be Closing is the old way of doing business. Always Be Connecting is the new way of doing business.
  • The longevity of connection is priceless at any level and it also makes you stand out.
  • Every type of relationship where you are forming a bond, connection or real alliance, must have a level of friendly teasing.
  • Friendly teasing is not sarcasm. It is to play on and tease in such a way that makes people laugh and opens the door for the relationship to happen. It opens up situations where people can let their guard down, laugh, and feel comfortable in trusting you.
  • Friendly teasing takes practice. Be subtle and witty. Be careful in how you approach it so that it doesn’t feel unnatural or insulting in any way.
  • Poke at yourself or invite something that will make people see you not just in your role in business but as a human being.
  • Whatever assessment you choose, pick one that’s right for your company and learn it well.
  • The DISC Personality Profile Test is a way to assess how your personality may play out in the business world. 
  • How you show up in business is closely similar to who you are. 
  • How you’re wired is how you’re wired. You can flex in a situation but that doesn’t mean you will be comfortable.
  • S stands for Steadiness. S people are very compassionate and supportive. They work well with people. They value teamwork and culture. The most important piece for S people is having a supportive role. They want to be supportive and feel supported. They want to give back. They are loyal, diligent, and dependable. They love being in a team. They don’t necessarily need to lead the team but just be a part of it. S people want to feel appreciated. They value loyalty and gratitude. Always give them appreciation and remind them how important they are because they need reassurance. Let them know that if they’re going to do something difficult, they’re not alone in that.
  • How you respond to your environment changes based on the environment that you’re in. 
  • We’ll always revert back to who we really are. We can be flexible but it’s will only be temporary. Our mind, body, and who we are, and we’re wired will want to continue to revert back to a familiar environment because that’s where our comfort zone is.
  • The power of DISC is not to rewire you but to understand how you’re wired and match you to someone who loves being in that place that you don’t love being. 
  • Don’t hire someone like you. What you’re doing is bringing more of your strengths but then adding more to your challenges. You need someone who’s not like you so you can balance it out.
  • Never hire someone at any significant level of your organisation without fully understanding who they are.
  • 93% of languages are non-verbal. 
Never hire someone at any significant level of your organisation without fully understanding who they are. @KedmaOugh on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round 

Here are Kedma’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Get out of your head and imagine more. Innovation is all about being delightful and thinking through things that are impossible and challenging. Be more playful and silly. Think about the craziest things that are possible.
  2. Best thing for new ideas – Hanging out with younger kids and asking them for wisdom.
  3. Favourite tool for innovation – People who are experts in their space.
  4. Keep project/client on track –  Find out what motivates them and from there hold them accountable. Ask them whether they prefer pain or pleasure to hold them accountable.
  5. Differentiate – Have WOW factor. It’s not about being remembered. It’s about never being forgotten. 

To Be a Leader

Anything that you’re going through is just temporary. You can always re-shift. Look at your life as a canvas. If you don’t like what you’re seeing, get a different paint or a whole new canvas. Get someone to help you paint. We are resilient human beings but we also need help. If you feel stuck and uncertain of where to go next, just reach out. There is always a way through for you to have the best painting of the life you want.

Reach Out

You can reach out and thank Kedma through her website and on LinkedIn

Suggested Guest

Kedma suggested we have a conversation with Scott Duffy, entrepreneur and author of “Breakthrough”. So Scott, keep an eye on your inbox for an invitation from us to the InnovaBuzz Podcast, courtesy of Kedma Ough.


DISC Personality Assessment


Cool Things About Kedma

  • She always brews two cups of tea. One tea for herself and one tea for someone in the world that needs a cup of tea.
  • Her favorite animals are skunks, spiders, and sloths.
  • Her nicknames are Turtle and Tink. Turtle for her introverted side and Tink for her ability to bring magic to a space.
It's not about being remembered. It's about never being forgotten. @KedmaOugh on #InnovaBuzz podcast Click To Tweet

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Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  

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