Alicia:
Hello and welcome to Soul of a Leader Podcast, where we ignite soulful conversations with leaders. On today’s episode, Dr Alicia and Dr Eileen sit with owner and creative director of Acowsay Tyler Eichorst to discuss the power stories have to change the world.

Eileen:
Hello, I am Dr Eileen and thank you for tuning into Soul of a Leader Podcast. Today’s episode we have Tyler Eichorst, owner and creative director of Acowsay in the Twin Cities in Minnesota. Tyler is a University of Wisconsin Madison graduate who got his start in broadcasting television, but found his true passion in telling deeper stories.

Eileen:
Tyler founded Acowsay on principles that hard work and commitment to your passion can lead to great things. He believes wholeheartedly that stories are about people and the world needs more storytellers. Over the past five years, Acowsay has grown into a full-service production company that specializes in branded and original programming, telling stories that make a difference in the world.

Eileen:
Tyler has worked with some of the world’s largest brands, including Johnson & Johnson, United Way and United Airlines, having been nominated for nine Upper Midwest Emmys, receiving three, and also serving on the boards representing independent production. I want to hear more, Tyler. I hope that I’ve introduced you to your fullest. I am so impressed about the three Emmys and also how you grew this company. So please add anything that I’ve missed in your introduction.

Tyler:
Of course and thank you for having me on. It’s a privilege and I certainly love getting to talk about what I do as I’m very passionate about it. It’s something I’ve worked very hard for. The story starts a handful of years back and trying to figure out what it is that I wanted to do and spend each and every day doing. I always knew that deep down I loved working with people and finding a way to connect with them.

Tyler:
It just so happened that video, specifically broadcast video, was a part of my life, so I had access to the tools to be able to start playing and to really teach myself a skillset that allowed me to bring to screen the stories of those people that I so admired, both in working with, as well as wanting to connect with on a personal level. Over the years, we’ve grown, as mentioned, and become a full-service production company that really enjoys finding stories that need to be told and discovering what it is that makes those stories special.

Tyler:
That’s really the people behind it. The awards are fantastic and I appreciate all of them, but they’ve come because people have trusted us to share their story. Whether that’s working with a group of high school kids, that are hockey athletes, that are trying to chase a state title or working with adults, kids or whomever, we’ve really enjoyed putting people first to be able to bring that story to the screen the best we possibly can.

Tyler:
The specific awards came for two seasons of a hockey program that we created up here in partnership with the Minnesota Wild and Fox Sports North. It was an all-access show that followed two high school teams in the first season and then just a single team in the second to the state tournament or their goal of making it to the state tournament. Unfortunately, only one of our three teams that we worked with was able to make it there.

 

Tyler:
But part of the show is showing what goes into it, both good and bad. So we spent a lot of time, early morning, late nights with these kids, with their parents, with their siblings, with their coaches, teachers and that’s what makes those projects special, is becoming part of that community and getting to really let those key moments shine as a result of the relationship you’ve built with people. It ultimately afforded us a couple of great little trophies to have at our studio.

Tyler:
That and a PSA campaign that we did with Minnesota Public Radio to encourage kids to listen to classical music or parents to encourage their kids to listen to classical music. Those were the three that we currently have. I also serve on the board for Independent Production for them. So it’s been great to continue to advocate on behalf of companies like myself and others that are trying to tell some great stories.

Alicia:
Wow, that’s pretty impressive, Tyler. This is Dr Alicia here on the Soul of a Leader Podcast. We are so happy that you have joined us today. Your bio that Eileen read was pretty impressive. Then just listening to you with the passion that you have, can you give us an example of a time where you had to demonstrate that level of passion with spiritual leadership with some of the youth that you have talked about in your intro?

Tyler:
Yeah, absolutely. In general, the team that I’ve surrounded myself with, the people that I’ve surrounded myself with are folks that I want to share the same passions with, both for what we get to do and how we get to do it. So whether that’s somebody that’s my age, middle thirties here, or younger, or older, it’s really aligning through that common goal. What I’ve noted is that I tend to find a lot of up-and-coming talent, so it’s required a lot of leadership, if you will, in encouraging people to really trust their gut and believe in themselves.

Tyler:
A lot of our projects have been about finding out first how to work together as a team before we’re able to then go be the team that’s able to create what we’re trying to ultimately create. The original programming, the programming space, when you’re creating something that doesn’t just start and finish at… you don’t start at 9:00 and end at 5:00. There’s this ongoing process to it in-

Tyler:
… our relationship that’s building. It’s never ending and it’s twofold, both the people that you’re working with as well as the people that you’re fortunate enough to get to spend time with actually filming and capturing. Our TV show, the first one that we did, the hockey program I referenced, was certainly a test for our team. Early mornings, late nights, traveling all the time. You learn a lot about people when you spend that much time with them in those types of environments. It really requires stepping up on all parts to figure out how to get it done and how to make it enjoyable. Looking back on it, it certainly was, even the bad times.

Alicia:
Absolutely.

Eileen:
Tyler, I always believe that stories are the bridge between your head and your heart. As a creative director and owner of Acowsay, you have to gather many people together to realize your authentic vision, because you’re the artist behind creating this production, but also telling a story and hitting goals with that. Is there any attributes or skills, reoccurring, that you use when you’re gathering many types of people from many different backgrounds?

 

Eileen:
As you said, 24/7 traveling, evening, siblings. Is there are basic thought process or behavior that you use to make sure that you can still create your artist value, still hit the goal of what your expectation is of the outcome, but also bring along all these followers that have different behaviors, working long hours, different ideas? Can you tell us a little bit about that?

Tyler:
Yeah. I can take that lots of directions. The approach that we take has so many layers and levels to it because of what was mentioned before. Specific to all of the people that are involved, both in the actual storytelling process as well as the stories of those folks that you’re able to tell. I think what it comes down to me is a general approach of always listening first and trying to put myself in other people’s shoes.

Tyler:
You can’t tell somebody else what their story is. It’s my job to listen, to translate and to let my skillset help guide where a story is going to go and how it’s going to be told. Realizing that if the story is told the exact way that I started out to create it or to tell it that I probably did something wrong because there’s always a twist. There’s always a turn. You really just need to be ready for anything and build that trust so that people can share with you their story.

Tyler:
Whether it’s working, again, side-by-side with somebody or spending time out in the field with them, it’s just listening, being empathetic and trying to understand that you maybe won’t understand everything. That you just need to be a person there that is part of that moment or is somebody to hear out what has happened. Then you get to, again, add your twist to it or give it your specific touch, your voice and vision as it comes together.

Tyler:
In terms of purposing it for different platforms or where it’s going to go or how it’s going to get viewed, that’s where, again, you got to ask who’s going to be watching this? How are they going to be watching it? What do you want them to think? What do you want them to feel? As long as you can ask those questions and ask them of yourself so that you can do your best to anticipate how somebody will review this then you’re doing all that you can and you just got to trust it. You got to trust your gut.

Tyler:
I was recently meeting with another director here in town and we always come back to a quote that says, “Tell the story only you can tell.” Another, far more famous director than me said that and it’s just believing. Darren Aronofsky, a gentleman, said that. He’s one of the Hollywood types. He doesn’t spend too much time out in the Twin Cities here, but rightfully so, because he believes in what he does.

Tyler:
That statement has certainly resonated with me where it’s not about trying to compare yourself to other people. It’s about going out there and doing everything that you can, knowing that there’s always room for improvement, but be proud of what you’re doing along the way.

Alicia:
Oh, I like what you said about that trust factor. Can you give an example, Tyler, where you, at some point, had the courage to say something to perhaps someone in the process of you filming when you said you can only tell the story that you can see? Was there a time where you had to infuse more trust, or more loyalty, or honesty in a situation?

Tyler:
Yeah. I never anticipated it really happening this way, but we’ve found ourselves in a handful of positions where we’re telling a little bit more difficult stories. Whether it’s a story of loss of a family member. We’ve told stories of families that have lost children. We work with a handful of cancer patients. One of our big philanthropic movements surrounds helping the Leukemia & Lymphoma Society. So sitting down with somebody asking them to share some of these most intimate and difficult moments of their life, and for you to have a camera in their face of all things, is something that requires a very special approach.

Tyler:
I think it goes back to being empathetic in that moment, listening and understanding. Not trying to coerce somebody into saying something, but simply inspiring them to say what’s needed to say. Our process is really set up from start to finish to encourage that everything from the people that you would communicate on the front end to the people that are there in the room when we’re filming, however, we are filming, the types of cameras, the lights. All of those things play a factor in how you can build that trust and gain that trust from somebody.

Tyler:
I remember vividly telling the story of a woman who had lost her husband to AML, acute myeloid leukemia. We’re sitting in her living room at two o’clock on a Tuesday afternoon. We talked for three hours as she just shared with me things that I could feel were difficult for her to share, but-

Alicia:
Wow.

Tyler:
… words that she was comfortable sharing and wanted to share. A really powerful film came from it. To this day, we still talk about that and she’s gone on to do some great advocacy work on behalf of the organization that it was for, both for herself, in memory of her husband and for her kids that she has. There really is this process and this system that gets put in place to allow people to be the best version of themselves in that moment. I never run away from tough stories because-

Alicia:
Great.

Tyler:
… there’s an honesty to sharing those. If you do it the right way, it can be rewarding on lots of levels and therapeutic to a sense.

Alicia:
Absolutely. It does take a lot of courage to talk about some of these very personal stories, these individuals that you’re interviewing too. It’s very difficult and that’s when that honesty comes in and the trust. They’re trusting you at that time and you exemplifying that leadership power of your organization to be honest with them and hold that integrity part of what your brand is all about-

Eileen:
Oh, absolutely.

Alicia:
… because this is something special to them. If they lost a loved one or dealing with a sickness.

 

Tyler:
For sure. Especially, in today’s time where we yield a lot of power in the tools that we have literally in our hand via cell phones or anything else that can capture sound, video and all of those things. To ask somebody to share those things with you knowing how accessible that is to the rest of the world, it’s a whole new level of trust that needs to be earned. Asking that of somebody is no small ask, but then when they give it to you it’s a responsibility that you have to do right by it.

Eileen:
Tyler, as you’re saying, you’re building trust with the people who you’re creating a film documentary or film for. How do you build trust and challenge others to do their best on your team? Because, obviously, you’re going into very difficult time, situations. You’re doing very sensitive, emotional-

Alicia:
Yeah.

Eileen:
It can be from the support. It could be to talking to the patients who have experienced cancer. It could be all different types of things. How do you, as a leader, make sure you’re following the team members are there and understand what they’re going through? Do you screen them? How do you do that? I just would like to pick your mind on that.

Tyler:
Yeah, absolutely. Twofold with that one, both with the team that I’ve surrounded myself with. It starts with finding those people that share my same value and the company’s value for wanting to tell great stories. There’s plenty of very talented creatives out there that have cameras and can go out and run around and do all these things, but there’s only a handful of people that truly understand what, again, is being asked of others when you’re capturing these stories.

Tyler:
So I look for people that, whether it’s a tough story, or a happy story or whatever the type of story, understand the privilege that it is to be able to be in those situations in those moments and to get to do what you love. I’ve always tried to find other creatives that align first and foremost with that vision so that when we do go into those situations we’re able to have those candid conversations as we plan.

Tyler:
The pre-production process is something that can not be stressed enough. The importance and role that it plays in understanding what it is that you’re doing or about to be doing as well as the people that are involved. In finding stories, that’s where there is standard screening processes and all of these things that you’re going through, depending on the project and, again, what you’re doing. I’m not even describing that right.

Tyler:
The process that we have in place to be able to talk through what we’re going to be doing, who we’re doing it with, the circumstances of which we’re both filming, the questions that we’re asking, the end product, where it’s going, what we’re doing, all of these things, we’re able to have an open and honest dialogue surrounding those things so that any questions that are needed to be asked by any of our team or things that we should be thinking about. Maybe perspectives that I haven’t thought of.

Tyler:
I don’t claim to understand everything in this world. So being able to have other people that feel confident enough to say, “So-and-so that I know had this happened. Or what about this? Or what about that? Or maybe we shouldn’t ask this. What if we pivoted on the approach?” I really try to encourage everybody to have an opinion and to share their voice surrounding all things that we create just so that it’s not the Tyler show, because it shouldn’t be.

Tyler:
As a team where we’re putting something together and we want to celebrate each and everybody’s abilities. That in and of itself is a little unique in the production world. You’re seeing it more and more these Jack and Jill of all trades that aren’t just stuck in a single lane of, “I’m only this,” or “I only do that.” It’s the goal to create something collectively, so it doesn’t have to be so laser-focused on one single task. It’s amazing what you can do when other people understand the roles that others are playing and how that collaborative nature can really lead to some great work.

Alicia:
As a leader, what would you describe as your most challenging moment?

Tyler:
In terms of myself, in particular, it’s not easy both being a creative and owning a company.

Alicia:
We agree with that, don’t we Dr Eileen?

Eileen:
We definitely agree with that.

Tyler:
It’s tough having to wear dual hats, so it’s when those things mix a little too much. I’ve got a producer that always says that the creative should not be dictated by the budget. I say I wish that was the case because oftentimes we’re still limited by the resources that we have available. On the opposite end of that, I think it does encourage us to be far more creative with how we approach a project and tends to lead to better work, which then in and of itself should warrant a higher price tag. But that’s a whole other conversation.

Alicia:
Exactly.

Tyler:
It’s having to wear both those hats and be realistic about what we’re able to do when we know sometimes that okay this approach might be better or whatnot. So it’s justifying how you put value to somebody else’s story and how you are able to bring that to screen, because it’s been tricky at times where it’s like, “Okay, we can only tell three stories, but there’s four there.”

Tyler:
You’re like, “How do I say that this story isn’t worth telling when I’m making the decision on the commercialization of that story or how it’s going to be put in part of something that’s going to be packaged this way or that way?” People don’t always see that side of it. It’s, again, just part of the industry.

Tyler:
But as somebody who wants to tell every and all story that I can, and especially when there’s a good one there that’s left on the table, it can be a little bit of a creative burden that weighs on your heart, saying, “I wish I could have done this or done that or had a chance to go better tell that.” The should’ve, would’ve, could’ve.

 

Eileen:
Tyler, there’s another story I’d like you to tell. I know you’re a Wisconsin Badger and Wisconsin is where there are many cows and it is America’s dairyland. How did you come up with the name of your company? It says Acowsay. I’m very, what should I say, curious about that because obviously I’ve spent a lot of time in Wisconsin and would love to know how you came up with that name.

Tyler:
Absolutely. It’s a very common question and we certainly don’t make it easy for people with how it’s spelled and all things. I’ll start by saying that if you look at the end credits of almost any television show or movie, the production company names, they’re always goofy. They’re always unique and different. So a handful of years ago when I was debating going all in on this whole video idea of mine, I wanted to come up with a name that fit my creative passions, my desire and also hadn’t been used before. A lot of people just use their names, so-and-so productions or all of these things. I was like, “Nah, I want to be different.” There was a company out in Los Angeles that still exists, and if by chance they hear it, they do great work. So keep it up. That’s called Shark Pig Productions.

Alicia:
Oh, wow.

Tyler:
Shark Pig and-

Eileen:
Like Shark and Pig?

Tyler:
Yeah.

Eileen:
Like shark in the water and pig in like Wisconsin?

Tyler:
Yeah. So their logo is a pig that has shark teeth.

Eileen:
Oh.

Alicia:
Oh, wow.

Tyler:
So I was like, “That’s awesome.” It’s unique. It’s different. They’re doing cool work. They just had a style that I really vibed with. I was like, “I need something.” So I was trying to think of some of the stories that I could tell about college and ones that were appropriate to put into the name of a company of all things.

Tyler:
I grew up in Madison as well. One of my good high school friends, his family owned a handful of restaurants around town. I would always spend time with him. Maybe a little bit more than I should after hours. We both worked at restaurants, well, they were bars, in town. I would go over to his place and he’d come over to mine.

Tyler:
One of his family jokes that they would always do is they would take a bar napkin and they would go over to the tap beers. Spotted Cow was a beer from New Glarus Brewing. A Wisconsin-only beer that’s fantastic. He would take that bar napkin and he would write Kowsay on it. His family would spell it K-O-W-S-A-Y. Then he would cover up the tap so that you would see some of the branding, but you wouldn’t be able to see the name.

Alicia:
Interesting.

Tyler:
So most folks from Wisconsin see that tab and they would say, “That’s Spotted Cow.” But they now saw this napkin that said Cowsay. So they would walk up and they’d look at it and they say, “Hey, what’s a cow say?” Then he would say, “A cow says moo, dummy.” Or usually he’d have some sort of a witty response. depending on the person the language would shift. But the first time he did it, I got a big chuckle out of it and was like, “That’s ridiculous.” It was a dad joke before dad jokes were all the rage.

Tyler:
His name is Tim and I was like, “Tim, you’re stupid, but that’s pretty funny.” It became this running joke and he would do it a handful of times. There’s an actual napkin hanging out back at one of the restaurants just behind the bar and all these things. So I started thinking, “What if I name my company Acowsay?” I set up the domain. I registered. We’re technically doing business or were legally registered as Acowsay Designs, because I wasn’t quite sure what we were going to do just yet at that time and have since just evolved into Acowsay to keep it simple, if you will.

Tyler:
I wanted to have a story. I wanted to have something to tell the people and then I have a go to beer to keep in our studio so that anytime somebody asked they could enjoy a Spotted Cow after. We’ve smuggled those over the border into Minnesota, so hopefully they don’t come after me for that one. But it’s been fun running with a name that means something beyond just a name that too many people sometimes set up. It gives me something to get excited about every time I talk about the company and what we’re doing.

Eileen:
That sounds great. It’s funny because cows are in Wisconsin and you live in Minneapolis or the Twin Cities and there’s a love-hate relationship between the Badgers and the Gophers. So thank you for sharing that story with us.

Tyler:
Oh, of course.

Alicia:
Yes. A beautiful story on how you got the name of your company. Tyler, any words of wisdom would you like to leave with us today?

Tyler:
Everybody that I work with, everybody here at the company says I tend to talk a lot. So I don’t know if you want to ask that question. We could be here for quite a while. But I think general words of wisdom is just lead with your values and good things are going to happen.

Alicia:
Ooh, I like that.

Eileen:
Yes.

Tyler:
Be true to yourself and-

Alicia:
Yes.

Tyler:
… those things will follow, to the folks that work hard and continue to fight for the things that they believe in. You can’t go wrong with that. It may take time, it may not manifest itself the exact way that you anticipated. Life’s going to have some twists and turns, but just keep holding on to those values and to those things that you truly believe. Just know others are out there doing the same and you’ll hopefully cross paths or good things will happen to you.

Alicia:
Absolutely love it.

Eileen:
This is great, Tyler. I can’t thank you enough for being a guest on our show. I’m so glad I learned more about your business and where the name came from. I neglected to mention that I’ve known Tyler for a long time.

Alicia:
Oh, wow. She’s hiding information, Tyler.

Eileen:
I’ve known Tyler since he was a toddler. I know his mom and dad. They’re just great people. Tyler, I’m so proud of you and I’m so glad and honored to have you part of this podcast, so thank you so much.

Tyler:
Oh, of course. I really appreciate you inviting me. You guys have been such wonderful people in our lives, to me and to our family. So the feeling is certainly mutual and couldn’t be happier to be here.

Alicia:
Oh, wow. Tell us a little secret about Eileen. I’ve been known her for probably 25 years. Give us one, quick secret.

Tyler:
She’s got a great laugh if you didn’t know that.

Alicia:
Yes, she does.

Eileen:
They call it the cackle. That’s what they do. We have a lot of fun. Tyler’s one of four siblings. I think we’re their nominated aunt and uncle at times, so it’s great. Thank you.

Alicia:
Thank you so much.

Eileen:
Thank you so much, Tyler, for your comments, words of wisdom and your time today.

Tyler:
Absolutely. Any time.

Alicia:
Thank you so much, Tyler. Thank you.

Eileen:
Thank you for joining us on Soul of a Leader Podcast. We are igniting a new way of leading with your soul and interviewing ordinary people with extraordinary impact. Thank you for listening to the stories of our leaders who will help and guide you on your leadership journey. For more information on our podcast, please visit our website at http://www.soulofaleader.com. Thank you for listening.