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welcome back to type a unhinged the podcast for the architects of order and the masters of chaos

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okay it's recording perfect you look so cute today by the way thanks i uh just for you

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i literally was moving around my office i'm like what's gonna be in the what's gonna be in the

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camera hi everyone welcome back to type a unhinged our guest today is the human equivalent of a swiss

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army knife if that knife knew how to dodge duck dip dive and dodge she has a background in the

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high stakes world of private equity but these days she's a powerhouse contractor building high-end

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she's the literal ceo and board president at usa dodgeball but if you want to know what she's really

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made of you have to look at the time she spent learning how to operate a forklift to building

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a shopify site and launching a full-scale black friday cyber monday campaign in exactly four days

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notice most people would have just panicked but she is the queen of whatever it takes to get it

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done and we are so excited to have her on the show please welcome nicole williams hello hello

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so let's start off with the

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forklift pivot i'm really excited when you mentioned that to me and i have no idea what

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the background is on this one i want to know the story walk us through that four-day black friday

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cyber monday sprint at what point during the shopify build did you realize you know what

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this launch needs my behind the wheel of heavy machinery um so i it was 2015 i want to say

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i was living in paris

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i was in my little flat and my boss i was in private equity um at the time and my boss calls

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me and he says we just invested in a in a new wine opener it's great and i said okay

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okay and this is literally 10 less than 14 days from black friday in the in november and

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he says we need

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to see if it has legs i don't know you know how to how to get it started but i want to run a black

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friday campaign and i said black friday like black friday next week black friday and he said

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yes i'll send you all of the assets so he sent me a couple of pictures of this wine opener that

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looked like a bike pump it was a you pump air into the wine bottle and it you know shoots the

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cork out that's how it was it was a cool little new

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concept thing and um i said okay how much do you want to sell it for and he he said uh we'll do a

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bundle for 50 and i'll send you all the the assets and everything and you could put a website together

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right and you know payment processing and everything i said you know that black friday is

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next week so just a few things to do no big deal next week

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do we have where is the inventory is everything you know what company is this going under so we

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split our uh responsibilities basically he and i tag team a lot so we distributed the workload he

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got all the business operations back and admin stuff done and i signed up for shopify i created

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you know a website with one product skew and i turned it into three bundles and i went to town

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on photoshop to try and make something of the images that he sent me and then i started creating

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the product listing and i reached out to some affiliate partners because that's our background

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um was affiliate and performance marketing so i tested it on email first so i could get quick

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traffic and uh and then i could launch on black friday so yeah that took about four days contracts

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end-to-end and building shopify i didn't sleep that was the secret sauce

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no sleep and lots of french espresso yes i'm still like ah like i'm still trying to determine

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how i'd react like yeah we need to stand 100 of everything up and have it be selling in a week

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no big deal sure he's like you can do it right and i said i will sure try wow challenge accepted

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yeah where does where does the forklift come into play there so that black friday cyber monday

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sale went really well i went back to the store and i was like oh my god i'm gonna do this

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so i went back to california and for the holiday season we said okay so what are we doing for

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december and so i said okay we're gonna go we're gonna push to socials we're gonna add more

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publishers we're gonna push to paid social and we're just gonna see how it goes over the holiday

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season lo and behold here i am in the warehouse because there is one person that works in the

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warehouse running around without a head pulling everything down from the shelves to package

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everything i had a kind of a part-time assistant and i was like oh my god i'm gonna do this

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to help me i had a ford edge at the time and we started packing my ford edge and i started

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office and dropping things off and coming back and packing things more and so that's like true

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startup vibes right there i love that it was we had to we i have some funny videos because

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that forklift thing was kind of insane he was scared there were there were pallets i had to

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unpack some pallets and move them around the warehouse and he was a fast he was faster at

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fulfilling the orders and they were just

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coming through so he just kept doing that and i said okay how do i how do i move all of this

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stuff how do i how do i bring it bring more to you and he said there's the forklift you know

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bring it over just load it up and bring it over and i said great how do you operate this forklift

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and what kind of an important question yeah and he said what you've never you've what do you mean

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you've never operated a forklift i said i've never been in a warehouse like

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why would i know how to do this so he put me on a little a little baby one first where you just

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kind of pull down the thing to unlock alongside it and then i pull it so um but then the pallets

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were too heavy so we needed the other bigger forklift into the it was a whole thing just

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rolled up them sleeves and got dirty with them i love that yeah it's very much relatable to where

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we're at too because we get sucked into into the forklift world and we're like oh my god i'm so

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helping when we have our 90 degree demand wall we just had an episode on that a few a few times

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ago about how we got shipped out to kentucky to help this last halloween season yeah became

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operations instead of marketing and creative yeah it's insane the things the things that you have to

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do um so kudos anybody that works in a warehouse right so real quick like that did hit home when

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you were talking about uh especially like going from black friday to friday to friday to friday to

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friday all the way through the rest of q4 um i'm curious like it sounds like you were really

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hopping around quite a bit right like at one moment you're coding shopify and setting up an

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entire store at the next you're full-blown in the warehouse learning how to operate a forklift

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so like what was your system of triage that's that's quite a few hats to wear probably a lot of

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tasks that you maybe won't even get to so just curious like how did you survive i don't know

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no i'm just kidding i do i'm blocking that's how

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obviously these these tasks need their own dedicated brain power that's all i focused on

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was that website for you know three days four days and then set up the marketing side of the house

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and go live go in the warehouse all of those things had to happen completely separately

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um but i literally live off of my pomodoro timer my calendar and just you know faith

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you know you have to when working

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in private equity and working in startups you're launching a new brand you just have to embrace

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the discomfort and the chaos so you know it's just if you're gonna if you're gonna be in the

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warehouse i knew i was gonna be in the warehouse for a few hours and i was gonna get as much done

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as i possibly could in that three hours because i had to go back and check on the campaigns

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and make sure that the site was still you know up and live and running and nothing in the in the

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marketing side of the house was broken and then a couple hours later i was like oh my god i'm gonna

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go back to the warehouse later and maybe eat something and go back to the warehouse after

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that because it was just a revolving door of tasks we i just had to pivot and say what is the one

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thing i can do right now what is it ask right now everything else has to wait so yeah for sure so

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you mentioned the pomodoro timer for those uh folks that are listening that don't know what

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that is yes can you explain it and how it helps

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actually don't even know what this is you don't know what oh i'm ready i have multiple i have i

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have them on every device on my desk and i have this little doohickey and i have one on my apple

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watch so okay it's literally just a timer that's all it is it's just a timer you set it this one

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that i'm holding has 5 10 25 30 60 minutes and this is just you turn it on you set it to the 60

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minutes or the however long you want to

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run the task and then you you do only that for that much time and then it okay the timer goes

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off when when you're supposed to be done with your task and whatever you're doing just stop it

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and you have to move on to the next thing and it helps with the time blocking but you know it also

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okay it's it's it took me a long time to actually semi-master it i'm still i'm still learning so

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you're like just i'm so close let me just i'm gonna

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and i have um a task manager as well that has a built-in pomodoro timer so that that's cool

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because whenever i i mark a task to be completed when the timer goes off it celebrates me oh love

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that love the action like die and i still talk about how we like intentionally add things to

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our to-do list so we can check it off on some days like when you just need the gratification

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of like ding yeah yeah 100 percent

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that's so funny all right shifting gears a little bit um let's talk like private equity to dodgeball

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how much experience and private equity do you feel translates to being the ceo board president of usa

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dodgeball a hundred percent of it really dodgeball is is a sport but it has to be a business at the

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same time so i joined i joined the board after being a player for almost 15 years i i transferred

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my business experience into how to actually make dodgeball a serious sport that can be recognized

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by the olympics because there are so many sports in the olympic games that it's like well how did

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they how did they get into the olympics and dodgeball is not yet in the olympics what's going

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on break dancing australia comes to mind you said it

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it was it was just one of those things 2024 came around and i said you know what that's it like

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i have the experience to make this happen it hasn't been run like a business so now in the

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last year and a half we've really kind of restructured the organization and it everything

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from my private equity days everything that my my first boss my mentor taught me translated right

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into it and it's like okay well i'm going to do it i'm going to do it i'm going to do it i'm going to

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what paperwork do we need? Is everything on the legal side on the up and up? Like, are we even

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compliant with all of the things? What do we need to do in order to be recognized by the Olympics?

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And let's just start doing that. How do we make money? And the e-commerce component as well

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translates because now we're selling merch. So all of the decisions that have to happen

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in order for those things to work comes from the private equity side of my brain.

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Yeah, that makes perfect sense. Is there somebody on the board or that you work with

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that's a character like a pirate Steve, like thinking of the dodgeball movie,

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you brought it up? Is there people like that? I would say if you had asked me that question

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a year and a half ago, absolutely, 100%. So when do you think we'll see dodgeball

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in the Olympics? How close are you guys? Great question.

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Yeah.

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I mean, a year and a half ago, I was hoping for 2032. But in reality, those sports have already

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been decided. So we're a little late. So hopefully 2036. It depends, summer or winter,

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where are we going to fall? And will you be playing? Most importantly?

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No. I retired fully.

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I no longer can run circles around these people.

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Just bring the joy to others now.

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Yes, exactly. All of this is for everybody else and the future. The future, the kids.

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For the children.

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For the children. Do it for the children. I mean, one of the things we still have to

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figure out is how to get dodgeball back in schools. And that is a very, very hard thing to do.

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Hmm.

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Interesting.

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Yeah.

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Yeah.

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Yeah.

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So you said back into schools. Why was it removed?

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People have an impression of dodgeball as a violent sport, because you're throwing an

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inanimate object at a person. Not to a person, at a person. So the concept of the game,

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we have to do some work on the perception side of things, because it really, you know,

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that...

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It's like the Cameron Diaz movie, when she was... What was it called? Bad Teacher?

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Oh, yeah.

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That is the reason.

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I've got to talk to Hollywood. They're giving you guys a bad rap.

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Yeah. So that's what I'm battling right now.

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I wanted to ask, as you're building sites and stuff, have you ever just had a totally unhinged,

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or a client with an unhinged expectation? And like, how do you handle that?

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Very delicately.

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Very delicately.

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Yeah.

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That's kind of my normal day-to-day, because I work with a lot of startups, I work with

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a lot of solopreneurs, and they don't really know what to ask for. They know what they

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want. They know what they need. They don't know how to put it together in a package that

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makes sense for them. So, you know, that's where I come in, and with the experience that

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I have, I can tell them, I've done this before, and these were my challenges. Do you want

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to go through those challenges? Because I know how to... I know how to work through

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them and work past them. But, you know, I'm just... I need to set expectations properly

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with you. And a lot of them, it's because of budget constraints. And you have to work

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with a lean team. They're, you know, they don't have anyone they're paying to help them.

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So everything is going to pour into whatever it is that I built them. So it's, you know,

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involved.

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Do you think, like, your experience in PE helps you at all, though? Like, with managing

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some of those expectations? Or...

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Yes.

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At least unhinged requests?

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Yes. Well, I mean, the most important thing is, when I have these conversations,

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when I have these requests, the biggest thing, the number one thing that's going to stop

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their idea dead, full stop, is cost. So every single time... I have clients right now, like,

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can you do this? Can you do that? Sure. Yeah, we could do that. We could build that for

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you. Yes. It's going to cost you this much. And this is why. And they're like, oh, okay.

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Yeah.

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Maybe phase two.

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Phase two.

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I'm going to backpedal a little bit here.

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Not a must have.

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So you're balanced a lot. You've got finance, sports leadership, technical development.

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What's other than the Pomodoro timer, one type A system or tool that you use to, like,

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keep your life from becoming just a bunch of dodgeballs flying at you?

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Um...

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Well, I have this thing called a pocket. It's the cutest little thing right here. And for

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every call, every single call that I have, I turn this thing on and it records my call

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and it generates my meeting notes for me. So, but it's... And there's so many things

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that do that now. Like, I have Notion. I have everything. I have Notion. I have Notion Calendar.

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I have Notion Mail. I have 15 different calendars, 20 different Pomodoro timers to keep me on

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schedule.

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I have Post-it notes everywhere. And my ADHD brain is kind of screaming right now because

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I'm very analog and digital at the same time. But it's like a good... It's a fallback system

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for me.

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Yeah.

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Just in case. Just technology.

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We also talked about that on a different episode. Me and my Post-it notes. I've got my digital

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and I've got...

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Yours is more like stress. Like, the stress levels determines which system you go to,

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though, right? Like, the more stressed you are, the more you default to Post-it.

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Yeah. I'm like, oh, my God, this needs to happen right now today.

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Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah.

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Yeah.

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That is a Post-it.

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I have this clear desk mat and everything that I have to remember, like, right has to

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be in front of me.

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Love that.

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I put it...

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Nate has a whiteboard desk.

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Yeah. Yeah.

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At my office, at work, it's all whiteboard. So I just pull out the Expo markers and it's

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like right there. Love it.

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That's my next step because I'm looking for wall space right now. I'm like, I need something

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to write on.

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I think just touching on kind of the beginning when you walked us through

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the forklift story, I was just curious if you, you know, for all the entrepreneurs listening

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currently staring at like a deadline in the near future, like what's your number one piece

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of advice for keeping like your peace of mind during a potentially chaotic time?

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Don't forget to breathe. Everything is figureoutable and customer service is your best friend.

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Everything is figureoutable. That's the quote of the episode.

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That's the quote of the episode.

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Yeah.

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That's literally, you know, every time I get stressed out and I have one of those,

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how am I going to get all this done? You just, I just have to, and it's something that

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I still have to tell myself and I'm still, it's a learning process, you know, no matter

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what stage of the company is in. So it's just kind of a, there's only so many hours in a

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day. I have been one of those people that work 22 of those 24 hours, take a nap and

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get right back to it.

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You know, just to get through all of the tasks. But at the end of the day, it's, you

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know, you're going to burn yourself out so quickly and you're going to make a lot of

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big mistakes. So, you know, just embrace the chaos. And as long as you're setting the right

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expectations, the customers are very understanding.

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Give us three fun facts about yourself.

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Including if you could be one superhero, which one would it be and why?

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Oh man. Okay.

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Okay.

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Yeah.

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I wasn't prepared for that.

245
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Okay.

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So fun, fun facts. I was one of the first international women to play dodgeball internationally.

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So I started the first Team USA women's and I've been part of them, part of that since

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2011.

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Wow. Okay.

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Almost every country that I've ever been in, I've been part of that since 2011.

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Wow. Okay.

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The only country that I've ever been to in the last 15 years has been because of a dodgeball

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tournament.

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Wow.

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That's awesome.

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Dodgeball really took over my life. And I know seven programming languages.

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Seven. Wow.

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Wow.

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How many non-programming languages do you know?

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Three and a half.

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Half? What does the half mean?

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Wow.

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So I was born in the Philippines and I sort of still know it. I can work my way through,

264
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but I can't really respond that well. And then there's English, French, and Spanish.

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Nice.

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These are fun facts.

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Yeah. Yeah. And I don't sleep with that.

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I don't sleep. I think we've learned that now.

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Yes.

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Okay. Which superhero would you be and why?

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Oh my God.

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Which is the one that teleports. I forgot what it is. And I've watched all the Marvel.

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It's not a Marvel character. I don't know. I want to teleport. I would love to teleport.

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That's all I want in my life is to be able to go from point A to point B in less than

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a second because I'm always late.

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That reminds me of that old movie, Jumper. Did you guys ever see that?

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Yes.

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Yes. Oh my God.

279
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Yeah. I loved that movie.

280
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Isn't that Hayden Christensen or something?

281
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Yeah.

282
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Yes. I love that movie.

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The only catch was they had to have seen it in the past, but they could see a postcard and jump there, right?

284
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So kind of cheating. Either way, I'd take it. That's a sick superpower.

285
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It works. Yeah. It works.

286
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Classic type A response too, I think. I can save time.

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How do I get there in the quickest amount of time?

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It's one thing that I personally can't up because I need the power to do it.

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That's two more to-do list items I can get done in a day.

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Yes.

291
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All right. Well, if anybody wants to follow you or check in with you, we should drop your handle.

292
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I think you're at Chasen Nicole. Is that on all socials?

293
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It is. I like to be consistent.

294
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And how did you come up with Chasen Nicole?

295
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Chasen is my maiden name, so Nicole Chasen.

296
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And it's also my...

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A lot of people, when I was playing dodgeball, they would just call me Chasen because Nicole is such a common name.

298
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So it became just part of my identity.

299
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It was really hard to switch when I got married.

300
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But yeah, so Chasen Nicole is everywhere.

301
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I thought it was because people are always Chasen to try to keep up with you.

302
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Yeah.

303
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Or around the world, given all the countries.

304
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Yeah. My first dodgeball team's name was Chasen Tail.

305
00:23:38,220 --> 00:23:40,220
Yes.

306
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Love that.

307
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That's awesome.

308
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Yeah. So great.

309
00:23:44,220 --> 00:23:45,220
Well, thank you so much.

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Well, thanks so much for meeting with us.

311
00:23:47,220 --> 00:23:48,220
Yeah. It's been fun.

312
00:23:48,220 --> 00:23:52,220
Thank you guys for having me. This is great. I love podcasts.

313
00:23:52,220 --> 00:23:55,220
We'll have to do more and check in later.

314
00:23:55,220 --> 00:23:56,220
Yeah, absolutely.

315
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All right.

316
00:23:57,220 --> 00:23:58,220
Cool.

317
00:23:58,220 --> 00:24:03,220
Well, I guess until next time, Nate, what should we say? Stay type A.

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And a little unhinged.

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Thanks for listening to Type A Unhinged.

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Now it's time to get to work.

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Make sure to hit subscribe so you never miss a system update.

322
00:24:27,220 --> 00:24:31,220
I think we're all around the same age, maybe.

323
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I don't think so.

324
00:24:34,220 --> 00:24:37,220
Nate and I have about a decade between us.

325
00:24:37,220 --> 00:24:38,220
Really?

326
00:24:38,220 --> 00:24:39,220
Yeah.

327
00:24:39,220 --> 00:24:40,220
You don't look it.

328
00:24:40,220 --> 00:24:41,220
Which one of us?

329
00:24:41,220 --> 00:24:42,220
Neither of you.

330
00:24:42,220 --> 00:24:43,220
Okay.

331
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Very diplomatic.

332
00:24:44,220 --> 00:24:45,220
Yeah, no, I get the same thing too.

333
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Bye.

334
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Bye.

335
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Bye.

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Bye.

337
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Bye.

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Bye.

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Bye.

340
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Bye.

341
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Bye.

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Bye.

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Bye.

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Bye.

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Bye.

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Bye.

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Bye.

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Bye.

349
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Bye.

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Bye.

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Bye.

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Bye.

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Bye.

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Bye.