WEBVTT

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All right.

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Happy Monday morning to you.

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Welcome to Healthcare Marketing Doesn't

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Work because you're doing it wrong.

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I'm trying to figure out what doing it

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right.

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With me is Andrea Chaney.

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Andrea, happy Monday morning to you.

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Happy Monday morning.

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All right.

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Let's get into this.

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I think honesty and AI,

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it's honesty versus AI versus

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authenticity.

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It's like a cage match.

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It's a three-way cage match.

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That's what we're looking at today.

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So the format of the show,

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we've decided to do what was done well,

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what was done poorly,

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and then what's trending.

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So it's like what well, what bad,

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what should we be looking at?

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So let's start with what's done well.

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Did you hear about Pamela Anderson?

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I have not heard about Pamela Anderson.

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Pamela Anderson is back in the news,

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and it's a good thing.

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Am I saying this right?

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Aerie?

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A clothing brand?

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Oh, I don't know how to pronounce that.

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A-E-R-I-E?

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Aerie?

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Is it related to Aeropostale?

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I think it's a junior little kid.

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I don't know.

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I think it's related.

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And that's when you know we shouldn't be

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talking about it.

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Anyway, Aerie says right here,

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clothing brand just launched a major

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campaign featuring Pamela Anderson,

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which everything you just explained to me

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sort of doesn't make sense because the

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people that the clothing brand is for

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would have no idea who Pamela Anderson is.

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But anyway, they did.

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And the crux of the campaign is no

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makeup.

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no retouching and most importantly they're

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getting all this publicity because they're

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committing to no ai generated models at

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all this is a smart move this is

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why it goes first i want you to

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feel the warm and fuzzies this is a

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great idea in my opinion you can disagree

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with me but i do not think you

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will from what i know about you um

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because when everybody zigs it costs you

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little to nothing to zag

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Knowing that eventually the world is going

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to recorrect and hate this new thing.

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So you might as well put up your

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tent because it takes a minute to unpack

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a tent and put up a tent.

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It takes a minute to get there.

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And you could be third...

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What sports do you follow, Andrea?

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Who's your team?

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Football.

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So the Red Sox.

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Okay.

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So you remember the last time the Red

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Sox won the World Series?

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I don't know what year it was,

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but you remember that.

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I do.

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Yeah.

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Who came in third?

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No idea.

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No one knows.

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It does not matter.

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Second,

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maybe because you were the first loser.

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That's not good to be.

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Aerie essentially said,

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we're going to be first.

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And we're going to do it the loudest.

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So they launch a campaign.

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Their campaign is what they're not doing.

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And that shows you.

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I've never been to Aries website.

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I've never read their brand statement or

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their values or their mission statement,

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which is all written for the CEO anyway.

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Blah, blah, blah.

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But they said we're going the other way.

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The brand is doubling down on its one

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hundred percent.

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I guess their their positioning statement

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is one hundred percent real.

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And that is good.

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Banning AI generated people in marketing,

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which is resonating, of course,

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with consumers who are questioning what

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the hell is real anymore.

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I don't think it's a campaign.

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I think it's a stance.

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I think it's values in public.

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So my question to you is not using

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AI now a competitive advantage,

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at least in some places.

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I think so.

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I love this.

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Oh, yeah.

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This is so good.

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This is so smart.

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This is like the Burger King thing that

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we talked about last week.

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So I think it's a competitive advantage

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depending on how you're not using it.

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So if you are using it internally to

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be efficient and make your customer or

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patient's experience better, great.

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But I love that they are taking this

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stance to go,

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everything you see out there is AI

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generated.

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It's super fake.

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You can tell it's fake.

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I gave the example last week.

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I saw the Skechers commercial like right

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before we got on and it would be

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these like AI generated butterflies.

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I think this is amazing.

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Yeah.

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Yeah, it's smart.

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So what does this do?

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Because who makes the decision?

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How old are Aerie customers?

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Are they like teens or are they just

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like twenties?

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I don't know.

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I don't know.

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I think either way you're going to win

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because I think twenty-year-olds or teens

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are like faster at getting fed up because

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they consume more.

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So they're the ones that are going to

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be full.

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I think... Gen Z and younger.

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You got to help me out.

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How old is a Gen Z?

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I don't really understand.

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Fifteen to thirty.

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And that's a wide gap.

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Emphasis on body inclusivity,

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values driven, comfort first.

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Values driven.

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There you go.

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This is an organization,

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whoever is in charge of sitting in a

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room and making a bold statement and doing

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this, because I bet you, Andrea,

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it's cheaper to just do the AI thing.

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Oh, a hundred percent.

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Except flying models in or doing a photo

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shoot.

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We know what that costs.

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It ain't cheap.

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And when your whole business model is

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built on selling clothes,

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you have to show them to me.

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Yes.

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So this is probably the CFO is like,

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this is going to hit our bottom line.

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And they're like, yes, yes, yes.

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Before the bottom line,

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the bottom line of consumers is,

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if you're going to stand for something,

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stand for something.

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Stand for something.

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And Aerie did it first.

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They did.

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They did.

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What's the healthcare version of this?

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Because we always want to bring it back

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to healthcare.

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Talking about Aerie is cute,

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but what's the healthcare version of this?

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Well, I mean,

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if we're just doing apples to apples,

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the healthcare version at a bare minimum

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is don't have stock photos on your website

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and your media channels.

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I mean, keep in mind, right?

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Like stock photos were AI before AI.

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Like it's artificial authenticity.

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It was AA.

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Right.

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There you go.

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That's it.

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I don't want to go to your homepage

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and see fake people.

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I don't want to see fake providers on

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your About Us page.

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That feels crazy to me.

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That's the version, right?

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I just had an idea.

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I can't remember what they call it,

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but when you go to Google,

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someone is in charge of changing the

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Google logo every day.

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And usually there's some Easter egg,

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if it's a holiday or whatever.

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Imagine you're a hospital system with ten

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thousand employees.

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You could feature one employee a day for

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ten thousand days,

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and wouldn't that be cool?

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And all it might do is just make

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your employees feel seen.

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Feel like they're heard, maybe understood,

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right?

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That's deeper.

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Seen is easy.

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Yep.

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But what if you did that?

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What if every day was someone else's day

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and it was just, but here's the thing,

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make it front and center.

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This is going to be the biggest thing,

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like the Google logo,

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but it's got to be above the fold

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and it's got to be real and keep

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it exactly there.

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Like the top right is usually reserved for

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next steps.

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That's sort of forward.

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I would do it somewhere of value above

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the fold,

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above the fold or don't do it.

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I agree.

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And all people.

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So not just.

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Oh, no.

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Yes.

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Maybe not just maybe exclude like the

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executive team.

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Right.

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People don't actually want.

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Don't do that.

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Don't do that for the first four thousand

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days.

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Right.

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Right.

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Nobody above a director for the first four

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thousand days.

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Right.

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But that requires work,

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but that shows authenticity and realness.

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Yeah, I think you say some... I mean,

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it doesn't even matter now because Aerie

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did it first.

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Whoever does it now is first loser,

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first follower, right?

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Now you're following Aerie's lead.

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But I think you have some...

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This needs to be...

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Now I will show you how real and

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human we are,

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not how slick and polished we are.

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There are some brands,

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and I won't say who,

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in healthcare technology that their brand

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is so well done.

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It's on the Marvel level quality of

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content.

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but they're trying to communicate like

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we're affordable.

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Like you can have this in your clinic.

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And I'm like, damn,

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that's a cool problem to have is you

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look so slick and so high end that

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it looks badass that you're like, yeah,

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our problem is people look and just keep

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moving because they're like, yeah,

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I can't afford that.

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But meanwhile,

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you're the accessible version of that

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thing that was too expensive.

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That is now completely accessible to every

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clinic looking at it.

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So you have to understand it from the,

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this is know your audience, right?

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Know your audience.

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And I will say one more thing on

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the health care highlighting people.

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I worked with a brand a long time

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ago and I said,

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let's put real people on your about

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section.

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Let's put your real clinicians.

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And the feedback was we can't put our

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clinicians on the website because our

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competitors will try to poach them.

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And my first thought was,

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why are we in a position that our

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people want to leave?

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I have heard that from technology

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companies as well,

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that we really want to do it sparingly

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because then the SDR or the BDR will

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just, oh, there's a target.

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Let's flip them.

00:09:49.495 --> 00:09:50.956
All this is is a game of Othello.

00:09:51.417 --> 00:09:52.057
Remember Othello?

00:09:52.076 --> 00:09:52.136
Yes.

00:09:52.157 --> 00:09:52.618
Yeah.

00:09:53.682 --> 00:09:55.283
Like if I'm black and you're white,

00:09:55.424 --> 00:09:56.905
my job is to flip your pieces to

00:09:56.946 --> 00:09:58.486
my thing and whoever has the most pieces

00:09:58.506 --> 00:09:59.769
wins or all of them.

00:09:59.869 --> 00:10:01.149
I can't remember how I played Othello,

00:10:01.169 --> 00:10:02.270
but that was the general gist.

00:10:03.912 --> 00:10:05.313
And then there's that line, which is like,

00:10:05.333 --> 00:10:07.355
if you want to leave, go.

00:10:07.434 --> 00:10:08.876
If you're willing to steal my people,

00:10:08.897 --> 00:10:10.118
it means I'm a good job at picking

00:10:10.138 --> 00:10:11.619
people or growing people or both.

00:10:11.639 --> 00:10:12.419
Right.

00:10:13.111 --> 00:10:15.232
If that's the thing we're arguing on,

00:10:15.873 --> 00:10:17.354
I'm going to say be like Aerie and

00:10:17.374 --> 00:10:19.335
go, no, everybody does this.

00:10:19.595 --> 00:10:20.395
Guess what we're going to do?

00:10:21.155 --> 00:10:21.735
The opposite.

00:10:21.895 --> 00:10:23.177
That doesn't mean do the opposite in

00:10:23.216 --> 00:10:23.616
everything.

00:10:24.357 --> 00:10:26.538
This is not universally applicable.

00:10:26.818 --> 00:10:29.399
It's universally applicable if it aligns

00:10:29.440 --> 00:10:30.201
with your values.

00:10:31.120 --> 00:10:32.261
And apparently,

00:10:32.322 --> 00:10:34.942
I am today years old when I found

00:10:35.023 --> 00:10:38.325
out Aerie's was one hundred percent real

00:10:38.384 --> 00:10:38.865
positioning.

00:10:40.902 --> 00:10:41.182
So good.

00:10:41.201 --> 00:10:41.662
Love this.

00:10:41.682 --> 00:10:43.123
But that means they did this to their

00:10:43.182 --> 00:10:43.543
audience.

00:10:43.562 --> 00:10:45.803
You said Gen Z, fifteen to thirty,

00:10:46.323 --> 00:10:50.024
authenticity, comfort, no BS.

00:10:50.245 --> 00:10:52.966
Everybody loves to rag on the generations

00:10:53.005 --> 00:10:53.485
behind them.

00:10:54.427 --> 00:10:56.427
If that's what they're into, no notes.

00:10:56.567 --> 00:10:57.528
Keep doing that.

00:10:57.768 --> 00:10:59.128
I do not rag on them.

00:10:59.229 --> 00:11:00.168
I mean, fashion wise,

00:11:00.208 --> 00:11:03.190
they've done away with skinny jeans.

00:11:03.230 --> 00:11:05.530
They know what they're doing.

00:11:05.990 --> 00:11:06.110
Yeah.

00:11:08.244 --> 00:11:10.365
I would say a question to ask yourself

00:11:10.465 --> 00:11:11.745
if you're in healthcare is,

00:11:11.924 --> 00:11:14.265
what am I doing because everybody else is

00:11:14.326 --> 00:11:14.785
doing it?

00:11:15.946 --> 00:11:17.787
And if it's a good thing,

00:11:17.807 --> 00:11:18.466
if you're like, yes,

00:11:18.527 --> 00:11:19.787
this is a good thing to do because

00:11:20.067 --> 00:11:21.288
everyone is doing it and it's a good

00:11:21.327 --> 00:11:23.807
thing, great.

00:11:23.927 --> 00:11:25.849
Am I doing it because everybody's doing

00:11:25.928 --> 00:11:26.028
it?

00:11:26.089 --> 00:11:26.769
But if they weren't,

00:11:26.808 --> 00:11:28.149
would I be doing it differently?

00:11:28.789 --> 00:11:30.070
Or as our mother said,

00:11:30.210 --> 00:11:32.750
if your friends all jumped off a bridge.

00:11:32.811 --> 00:11:33.051
Right.

00:11:33.772 --> 00:11:35.673
I, in fact, have jumped off a bridge,

00:11:35.793 --> 00:11:37.553
but that's a different time for a

00:11:37.594 --> 00:11:38.193
different story.

00:11:38.594 --> 00:11:39.453
Depends what's under it.

00:11:39.474 --> 00:11:40.894
All right.

00:11:41.054 --> 00:11:42.895
I think let's wrap this one up.

00:11:43.096 --> 00:11:44.056
We'll wrap this one up.

00:11:46.856 --> 00:11:49.317
Authenticity will be a flex now.

00:11:50.619 --> 00:11:52.379
Real and raw is now a flex.

00:11:53.039 --> 00:11:55.041
You know how like things will rant things

00:11:55.061 --> 00:11:58.062
that don't food that don't have don't

00:11:58.081 --> 00:11:58.961
normally have gluten.

00:11:59.523 --> 00:12:00.263
They're like gluten free.

00:12:01.350 --> 00:12:02.191
And you're like,

00:12:02.211 --> 00:12:03.631
but that thing doesn't have gluten.

00:12:03.792 --> 00:12:04.972
I don't think you could put gluten in

00:12:04.993 --> 00:12:05.092
it.

00:12:05.113 --> 00:12:05.873
But you're like, gluten-free,

00:12:06.072 --> 00:12:06.592
doesn't matter.

00:12:07.133 --> 00:12:08.214
When I was living in New York,

00:12:08.913 --> 00:12:09.975
big Jewish population,

00:12:10.235 --> 00:12:11.554
a lot of things had kosher,

00:12:11.595 --> 00:12:11.914
but it's like,

00:12:11.955 --> 00:12:13.416
that thing's never not kosher.

00:12:13.735 --> 00:12:15.076
Doesn't matter, say kosher.

00:12:15.517 --> 00:12:16.798
That's smart, right?

00:12:17.298 --> 00:12:18.638
I think AI, you know,

00:12:18.738 --> 00:12:19.639
a hundred percent real.

00:12:20.558 --> 00:12:23.000
um will now be a flex and your

00:12:23.041 --> 00:12:25.023
question which you will not all get all

00:12:25.043 --> 00:12:27.144
the answers from us right now will be

00:12:27.485 --> 00:12:29.166
how do you include that how do you

00:12:29.326 --> 00:12:30.927
actually do it how do you actually stand

00:12:30.986 --> 00:12:32.788
on it not just throw a label on

00:12:32.849 --> 00:12:34.429
it but how do what do you stand

00:12:34.470 --> 00:12:38.373
for if it's authentic and guys healthcare

00:12:38.472 --> 00:12:40.414
i want transparency and i want authentic

00:12:40.815 --> 00:12:42.056
it freaks me out when you're lying to

00:12:42.096 --> 00:12:43.837
me oh i got pitched this morning in

00:12:43.878 --> 00:12:46.620
my comment section about some ai app

00:12:48.311 --> 00:12:48.650
Of course,

00:12:48.691 --> 00:12:51.412
like it was on a post and the

00:12:51.511 --> 00:12:52.893
app was sort of like applicable.

00:12:53.533 --> 00:12:54.013
So I go to the,

00:12:54.052 --> 00:12:55.354
of course I go to the guy's profile.

00:12:55.653 --> 00:12:57.094
He owns the app.

00:12:57.433 --> 00:12:59.235
So immediately I go, no.

00:12:59.754 --> 00:13:02.196
And the little logo certification he has

00:13:02.235 --> 00:13:03.736
on his website with top right-hand corner

00:13:03.996 --> 00:13:04.917
was AI generated.

00:13:04.937 --> 00:13:06.898
It looks like it was AI generated months

00:13:06.937 --> 00:13:08.698
ago when AI couldn't spell words,

00:13:08.719 --> 00:13:09.578
it would like double up.

00:13:10.458 --> 00:13:11.960
And it was like something, something,

00:13:12.000 --> 00:13:13.080
something guarantee.

00:13:13.139 --> 00:13:14.520
And it had two U's in it.

00:13:15.668 --> 00:13:18.711
My man, my man, my man.

00:13:19.371 --> 00:13:19.812
Go back.

00:13:20.812 --> 00:13:23.774
Pay someone on Fiverr twenty nine dollars

00:13:23.815 --> 00:13:24.315
to do that.

00:13:24.716 --> 00:13:25.775
Well, right.

00:13:25.797 --> 00:13:26.576
That's not where to do it.

00:13:26.596 --> 00:13:26.636
No.

00:13:26.856 --> 00:13:28.038
All right.

00:13:28.077 --> 00:13:29.678
Anything else before I move on from Aerie?

00:13:29.698 --> 00:13:31.019
No, no.

00:13:31.100 --> 00:13:31.900
I'm going to go buy an Aerie.

00:13:31.941 --> 00:13:32.721
No, I'm not.

00:13:33.182 --> 00:13:33.922
I'm not going to buy it.

00:13:33.962 --> 00:13:35.624
You're not.

00:13:35.644 --> 00:13:36.825
But I'm going to speak highly of them

00:13:36.865 --> 00:13:37.745
on this show and other people.

00:13:37.784 --> 00:13:38.686
All right.

00:13:38.725 --> 00:13:39.567
That will start.

00:13:39.626 --> 00:13:41.087
That's something that was done well.

00:13:42.607 --> 00:13:43.448
Let's go to poorly.

00:13:43.528 --> 00:13:44.350
This is the more fun.

00:13:44.389 --> 00:13:46.152
We get to trash on things and poo-poo

00:13:46.192 --> 00:13:46.912
it to learn from it.

00:13:46.932 --> 00:13:47.293
All right.

00:13:47.653 --> 00:13:48.114
Flip side.

00:13:48.173 --> 00:13:50.235
Brands have been now pumping out

00:13:50.395 --> 00:13:51.657
AI-generated ads.

00:13:52.097 --> 00:13:54.821
And people are starting to notice.

00:13:55.760 --> 00:13:56.903
And there's now a term.

00:13:56.982 --> 00:13:58.283
What do you call it when you see

00:13:58.323 --> 00:14:00.105
something that... There's a big term now.

00:14:00.546 --> 00:14:01.547
AI blank.

00:14:02.307 --> 00:14:03.168
Slop.

00:14:03.188 --> 00:14:03.548
Correct.

00:14:03.568 --> 00:14:03.990
That's it.

00:14:04.009 --> 00:14:04.549
You're like...

00:14:05.714 --> 00:14:06.794
I don't even know why I don't like

00:14:06.855 --> 00:14:06.955
it.

00:14:07.054 --> 00:14:07.774
I just don't.

00:14:08.515 --> 00:14:10.657
So AI slop is now a thing.

00:14:11.177 --> 00:14:12.116
It's content that...

00:14:12.857 --> 00:14:13.738
Here's how I'll define it.

00:14:14.379 --> 00:14:16.200
It technically checks the boxes,

00:14:17.200 --> 00:14:22.722
but it's dripping of fake and just gross.

00:14:23.202 --> 00:14:24.224
You can see where it's coming.

00:14:24.903 --> 00:14:27.265
All you can see is the AI.

00:14:27.505 --> 00:14:29.606
You can't even remember what the message

00:14:29.667 --> 00:14:29.907
is.

00:14:30.567 --> 00:14:31.388
It's done so poorly.

00:14:31.447 --> 00:14:32.568
That's what AI slop is.

00:14:32.849 --> 00:14:34.229
So I think AI made it easier to

00:14:34.269 --> 00:14:35.149
create content.

00:14:36.181 --> 00:14:38.001
It did not make it easier to create

00:14:38.042 --> 00:14:38.682
connection.

00:14:39.263 --> 00:14:39.644
In fact,

00:14:39.683 --> 00:14:41.404
it might have made it harder to create

00:14:41.424 --> 00:14:41.764
connection.

00:14:41.784 --> 00:14:43.145
So you're gonna have to pick and choose

00:14:43.186 --> 00:14:44.167
where and when you use this.

00:14:44.506 --> 00:14:48.370
I think consumers are increasingly

00:14:48.409 --> 00:14:50.831
criticizing AI and they'll call it out

00:14:50.871 --> 00:14:52.432
like this is BS, right?

00:14:52.553 --> 00:14:55.355
AI generated marketing is now seen as

00:14:55.535 --> 00:14:57.736
generic, low effort, low value,

00:14:57.878 --> 00:14:59.798
low quality, lacking authenticity.

00:14:59.918 --> 00:15:01.200
Everything we just said about Aerie,

00:15:01.279 --> 00:15:01.760
the opposite.

00:15:01.780 --> 00:15:02.260
Right.

00:15:03.048 --> 00:15:07.129
forcing brands to now have to zag but

00:15:07.149 --> 00:15:08.230
it doesn't matter because now you're

00:15:08.289 --> 00:15:10.769
second so have you have you seen ai

00:15:10.809 --> 00:15:14.291
content that actually made you stop in

00:15:14.311 --> 00:15:16.971
your tracks and just like oh my god

00:15:17.032 --> 00:15:18.072
i just talked about that guy with the

00:15:18.192 --> 00:15:19.672
app i'm like well your logo is the

00:15:19.711 --> 00:15:22.613
first thing i saw and that's clearly crap

00:15:22.633 --> 00:15:24.192
so i don't trust any i how you

00:15:24.253 --> 00:15:25.852
do the logo you don't even do that

00:15:25.893 --> 00:15:27.494
right i'm not trusting you with my health

00:15:27.514 --> 00:15:29.053
care information are you insane

00:15:30.461 --> 00:15:31.682
So on the consumer side,

00:15:31.701 --> 00:15:33.985
the Skechers example I just gave you was

00:15:34.044 --> 00:15:35.927
clearly the girl is AI generated.

00:15:36.067 --> 00:15:37.469
The shoe may have been real,

00:15:37.509 --> 00:15:39.610
but embellished with like twinkles and

00:15:39.691 --> 00:15:40.972
some like fake butterflies.

00:15:41.052 --> 00:15:42.453
And it just totally turned me off.

00:15:42.774 --> 00:15:44.056
I don't know why it stuck with me.

00:15:44.176 --> 00:15:47.779
I just really disliked it so much.

00:15:47.840 --> 00:15:48.541
It's bad.

00:15:49.000 --> 00:15:49.522
Yeah.

00:15:50.796 --> 00:15:52.956
We're seeing this pretty much everywhere.

00:15:53.758 --> 00:15:56.198
And the problem is, for me,

00:15:56.340 --> 00:15:58.660
I work with a lot of smaller organizations

00:15:59.160 --> 00:16:01.283
who are like, this is a powerful tool.

00:16:01.883 --> 00:16:03.043
And I want to tell them,

00:16:03.303 --> 00:16:06.125
use it sparingly because it can degrade

00:16:06.166 --> 00:16:10.388
you faster than it can improve you.

00:16:10.568 --> 00:16:11.729
And it's hard to see that.

00:16:11.808 --> 00:16:13.090
I think maybe on the inside,

00:16:13.129 --> 00:16:14.130
it's hard to see that.

00:16:15.950 --> 00:16:16.610
Potentially,

00:16:16.750 --> 00:16:19.150
because I've seen it with smaller brands

00:16:19.191 --> 00:16:19.491
too.

00:16:20.211 --> 00:16:21.631
And I don't know if it's just the

00:16:22.452 --> 00:16:25.813
benefit of cranking things out faster.

00:16:25.953 --> 00:16:27.134
So like the efficiency of it,

00:16:27.534 --> 00:16:30.596
blinds or clouds the judgment.

00:16:30.615 --> 00:16:31.376
Right.

00:16:31.417 --> 00:16:33.136
Like this is actually really bad quality

00:16:33.177 --> 00:16:36.739
stuff and makes us look like other people.

00:16:37.164 --> 00:16:37.825
Right.

00:16:38.004 --> 00:16:39.186
When someone says,

00:16:39.265 --> 00:16:40.647
like I was listening to Gary Vee this

00:16:40.706 --> 00:16:41.067
morning,

00:16:41.086 --> 00:16:42.607
and I can take him in small doses,

00:16:43.528 --> 00:16:45.068
I think he says the same things pretty

00:16:45.109 --> 00:16:45.590
repeatedly.

00:16:45.870 --> 00:16:48.150
He spots trends outside of NFTs,

00:16:48.431 --> 00:16:50.511
which was a giant mess.

00:16:51.212 --> 00:16:52.273
We've talked about this before.

00:16:52.293 --> 00:16:52.613
I was like,

00:16:52.712 --> 00:16:53.573
I don't know what you're talking about,

00:16:53.594 --> 00:16:54.674
but I ain't going in on this with

00:16:54.695 --> 00:16:54.774
you.

00:16:55.014 --> 00:16:55.414
Sorry, dude.

00:16:56.855 --> 00:16:58.636
He's usually pretty ahead of the trend,

00:16:58.738 --> 00:16:59.798
but he just does it a lot.

00:17:00.099 --> 00:17:01.139
It's like, why is he good at it?

00:17:01.340 --> 00:17:02.120
He does it a lot.

00:17:02.681 --> 00:17:04.781
And he'll say, quantity now.

00:17:05.242 --> 00:17:07.243
You need to be doing ten a day,

00:17:07.324 --> 00:17:09.105
which to a small organization,

00:17:09.705 --> 00:17:10.547
it's paralyzing.

00:17:11.508 --> 00:17:12.167
Here's the funny part.

00:17:12.648 --> 00:17:15.029
It's paralyzing to a small organization...

00:17:15.790 --> 00:17:18.232
because of resources and it's paralyzing

00:17:18.272 --> 00:17:20.875
to a big organization because of resources

00:17:21.076 --> 00:17:23.538
here's what i mean small organization solo

00:17:23.597 --> 00:17:24.939
person in charge of marketing or

00:17:24.959 --> 00:17:26.240
communications or any of those things

00:17:26.500 --> 00:17:29.343
maybe a team of two or three it's

00:17:29.363 --> 00:17:31.025
just volume there well if you're just

00:17:31.065 --> 00:17:33.247
doing ten a day do that's seventy a

00:17:33.287 --> 00:17:36.328
week that's insane the flip side with big

00:17:36.368 --> 00:17:38.070
organizations they have the team to do it

00:17:39.280 --> 00:17:40.842
They don't have the agility to do it

00:17:41.383 --> 00:17:44.445
because everything's so watered down that

00:17:44.465 --> 00:17:44.865
they're like,

00:17:45.145 --> 00:17:46.748
it takes us two days to come up

00:17:46.768 --> 00:17:49.029
with like, happy Thanksgiving.

00:17:49.269 --> 00:17:50.692
Because what if you say it this way

00:17:50.711 --> 00:17:51.172
and that way?

00:17:51.231 --> 00:17:52.613
Now I got to do ten a day.

00:17:52.953 --> 00:17:54.414
That's insane.

00:17:54.595 --> 00:17:56.336
And everyone needs to weigh in on it,

00:17:57.637 --> 00:17:58.218
which is good.

00:17:58.278 --> 00:18:00.259
This is a time where a large organization

00:18:00.279 --> 00:18:01.461
is good that they sort of get in

00:18:01.481 --> 00:18:01.961
their own way.

00:18:02.781 --> 00:18:04.202
Yeah.

00:18:04.262 --> 00:18:05.723
Where does AI help and where does it

00:18:05.804 --> 00:18:07.325
hurt in what you've seen?

00:18:07.365 --> 00:18:08.705
Like, where is it like, Ooh,

00:18:09.006 --> 00:18:10.887
I'll give an example or you can go,

00:18:11.107 --> 00:18:12.128
I'll give you a second to think.

00:18:12.169 --> 00:18:12.769
Cause I didn't prep.

00:18:12.788 --> 00:18:15.030
I have where, where it helps.

00:18:15.070 --> 00:18:15.971
I mean, where I use it,

00:18:16.832 --> 00:18:17.332
I use it.

00:18:17.392 --> 00:18:18.933
It's not glamorous or sexy.

00:18:19.034 --> 00:18:22.036
I use it for data analysis and insight

00:18:22.076 --> 00:18:22.455
mining.

00:18:22.596 --> 00:18:23.096
I mean, I, I,

00:18:23.997 --> 00:18:25.878
live in it for that and there was

00:18:25.898 --> 00:18:27.200
a time where as a marketer i would

00:18:27.220 --> 00:18:29.461
have to do that manually and i'd be

00:18:29.501 --> 00:18:31.443
like excel and i'd be googling like what's

00:18:31.483 --> 00:18:33.045
the formula if i want to find this

00:18:33.065 --> 00:18:34.507
thing on the other tab to see how

00:18:34.547 --> 00:18:36.788
many people and now i put it in

00:18:36.848 --> 00:18:38.690
and i still spot check to make sure

00:18:38.851 --> 00:18:40.692
i'm not you know and i tell my

00:18:40.811 --> 00:18:43.054
ai like make sure you're not hallucinating

00:18:43.114 --> 00:18:44.736
make sure your analysis is one hundred

00:18:44.756 --> 00:18:46.657
percent you can't ask the crazy person if

00:18:46.678 --> 00:18:47.698
they're crazy andrea

00:18:48.692 --> 00:18:50.355
And so I spot check and it's right.

00:18:50.517 --> 00:18:53.483
But it like it has been invaluable,

00:18:53.544 --> 00:18:55.008
the insights that it's been able to pull

00:18:55.067 --> 00:18:56.971
out for me for my health care clients.

00:18:57.352 --> 00:18:57.652
Yeah.

00:18:57.872 --> 00:18:58.051
Yeah.

00:18:58.113 --> 00:18:58.932
For me,

00:18:59.973 --> 00:19:03.036
it's the big pile of words so we

00:19:03.056 --> 00:19:04.557
can find the through line.

00:19:04.596 --> 00:19:05.237
So for me,

00:19:05.637 --> 00:19:07.138
we're going to talk for forty minutes

00:19:07.179 --> 00:19:07.538
today.

00:19:08.358 --> 00:19:09.200
And when I'm done,

00:19:09.619 --> 00:19:11.401
I'm going to forget ninety six percent of

00:19:11.421 --> 00:19:12.741
what we talked about because that's just

00:19:12.761 --> 00:19:13.282
how my brain,

00:19:13.323 --> 00:19:14.423
a lot of people's brains work.

00:19:14.522 --> 00:19:14.644
Right.

00:19:14.663 --> 00:19:15.423
We'll find the nuggets.

00:19:15.703 --> 00:19:17.444
But now I need to re-explain this later

00:19:17.726 --> 00:19:18.526
if I'm going to if I'm going to

00:19:18.566 --> 00:19:20.688
cut out a segment of video or if

00:19:20.708 --> 00:19:22.929
I'm going to write the description on

00:19:22.989 --> 00:19:25.951
YouTube to make sure YouTube understands

00:19:26.090 --> 00:19:27.051
who to show this to.

00:19:28.250 --> 00:19:28.911
I use it there,

00:19:29.332 --> 00:19:30.491
which is I'm giving it a lot of

00:19:30.551 --> 00:19:32.053
information going just like,

00:19:32.212 --> 00:19:33.874
what should the title be?

00:19:34.173 --> 00:19:34.775
Because before,

00:19:35.214 --> 00:19:37.996
if you're watching this live, you see it.

00:19:38.036 --> 00:19:39.436
It says healthcare marketing is broken.

00:19:39.717 --> 00:19:40.857
Here's what's actually working.

00:19:41.238 --> 00:19:42.959
I'm sure that's the through line.

00:19:43.179 --> 00:19:44.019
But if you and I go on a

00:19:44.078 --> 00:19:44.640
tangent,

00:19:46.421 --> 00:19:48.821
or if the big picture is AI is

00:19:48.862 --> 00:19:51.502
great where it's great and crappy where

00:19:51.522 --> 00:19:54.164
it's crappy, use appropriately.

00:19:55.952 --> 00:19:57.334
then that should be the title.

00:19:57.354 --> 00:19:58.515
That should be the thumbnail because

00:19:58.535 --> 00:19:59.816
that's the actual takeaway.

00:20:00.336 --> 00:20:01.196
As humans,

00:20:01.738 --> 00:20:04.179
I think we have blinders on data or

00:20:04.239 --> 00:20:05.621
things like that sometimes.

00:20:06.421 --> 00:20:07.862
I don't want it writing your,

00:20:09.063 --> 00:20:10.163
I don't want it to, I mean,

00:20:10.263 --> 00:20:12.806
remember Google LM or Notebook LM?

00:20:12.826 --> 00:20:14.027
Yeah.

00:20:14.047 --> 00:20:15.607
You could like drop in a PDF of

00:20:15.627 --> 00:20:17.549
a big document and create a podcast.

00:20:17.569 --> 00:20:18.911
And everyone's like, podcasters are dead.

00:20:19.050 --> 00:20:20.432
And I'm like, I've listened to it.

00:20:21.272 --> 00:20:22.453
I think I'm pretty okay for now,

00:20:22.513 --> 00:20:23.453
for now.

00:20:23.515 --> 00:20:24.035
I think I'm all right.

00:20:25.701 --> 00:20:26.280
But who knows?

00:20:26.381 --> 00:20:27.221
Maybe down the line,

00:20:27.442 --> 00:20:28.801
it'll just be AI listening to AI.

00:20:28.862 --> 00:20:29.281
I don't know.

00:20:29.642 --> 00:20:30.902
So for me, it's the same thing.

00:20:30.942 --> 00:20:33.022
It's when there's a lot of things to

00:20:33.063 --> 00:20:35.923
get through, top of the funnel,

00:20:36.044 --> 00:20:38.163
can you sort it down to give me

00:20:38.183 --> 00:20:40.005
three choices and then I'll read it.

00:20:40.365 --> 00:20:43.286
And then if my job goes from reading

00:20:43.306 --> 00:20:44.405
through a transcript,

00:20:44.425 --> 00:20:47.326
which is nauseating and insane as a human,

00:20:47.386 --> 00:20:48.146
don't do that.

00:20:48.507 --> 00:20:49.748
But I used to sort of sit down

00:20:49.768 --> 00:20:50.208
and be like,

00:20:50.248 --> 00:20:53.449
what did I talk about there yesterday and

00:20:53.568 --> 00:20:54.788
never got a great handle on it.

00:20:56.015 --> 00:20:57.796
to give you three choices.

00:20:57.895 --> 00:20:59.076
Let me read to them to make sure

00:20:59.096 --> 00:21:00.536
there's nothing batshit insane in there.

00:21:01.537 --> 00:21:03.837
Make sure you do that.

00:21:03.877 --> 00:21:06.157
Well, AI did it is not an excuse.

00:21:06.258 --> 00:21:07.378
You can't get away with that.

00:21:07.398 --> 00:21:10.660
You definitely can't get away with that.

00:21:10.720 --> 00:21:11.660
Yeah.

00:21:11.680 --> 00:21:13.000
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00:21:13.141 --> 00:21:14.240
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00:21:24.015 --> 00:21:25.336
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00:21:28.977 --> 00:21:30.577
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00:21:30.877 --> 00:21:31.738
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00:21:31.758 --> 00:21:35.640
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00:21:35.799 --> 00:21:36.380
All right.

00:21:36.400 --> 00:21:39.521
So ask yourself, does this feel creepy?

00:21:40.261 --> 00:21:42.182
Use the words of the thirteen-year-olds.

00:21:43.336 --> 00:21:43.576
I was,

00:21:43.817 --> 00:21:46.018
I was editing a short form video and

00:21:46.038 --> 00:21:46.758
a while there.

00:21:46.778 --> 00:21:47.259
Remember, you know how,

00:21:47.278 --> 00:21:48.179
like when you're watching a video every

00:21:48.239 --> 00:21:48.598
once in a while,

00:21:48.618 --> 00:21:51.339
like zooms in and zooms out, zooms in.

00:21:51.941 --> 00:21:53.601
And I was a, a, a, a, a,

00:21:53.800 --> 00:21:56.301
a, a, a, a, a, a, a, a,

00:21:56.781 --> 00:21:59.002
a, a, a, a, a, a, a, a,

00:21:59.103 --> 00:21:59.844
a, a, a, a, a, a, a, a,

00:21:59.864 --> 00:22:00.304
a, a, a, a, a, a, a, a,

00:22:00.324 --> 00:22:01.124
a, a, a, a, a, a, a, a,

00:22:01.183 --> 00:22:03.005
a, a, a, a, a, a, a, a,

00:22:03.065 --> 00:22:04.766
a, a, a, a, a, a, a, a,

00:22:05.205 --> 00:22:06.705
a, a, a, a, a, a, a, a,

00:22:06.746 --> 00:22:08.926
a, a, a, a, a, a, a, a,

00:22:09.126 --> 00:22:09.887
a, a, a, a, a, a, a, a,

00:22:09.907 --> 00:22:09.988
a, a,

00:22:13.601 --> 00:22:14.701
Nope.

00:22:14.801 --> 00:22:15.202
I don't.

00:22:15.542 --> 00:22:16.503
I use different features.

00:22:17.044 --> 00:22:18.085
And I use them less.

00:22:19.606 --> 00:22:20.887
There are a lot of buttons that I

00:22:20.907 --> 00:22:22.048
can push in some of these apps.

00:22:22.588 --> 00:22:25.051
I find myself pushing them less now.

00:22:25.771 --> 00:22:26.633
And this is the thing.

00:22:26.673 --> 00:22:27.473
Who's your audience?

00:22:28.426 --> 00:22:29.666
It's not a fourteen-year-old,

00:22:29.926 --> 00:22:31.147
but if she's saying it...

00:22:31.167 --> 00:22:33.387
Then you know it's... Yeah,

00:22:33.448 --> 00:22:34.388
like it was too much.

00:22:34.429 --> 00:22:35.028
She was right.

00:22:35.249 --> 00:22:35.828
I was like, she's right.

00:22:35.888 --> 00:22:36.308
It's too much.

00:22:36.588 --> 00:22:37.009
Stop doing it.

00:22:37.128 --> 00:22:37.548
It was cute.

00:22:37.949 --> 00:22:38.450
Look at that button.

00:22:38.710 --> 00:22:40.069
Ooh, I don't have to... Ooh,

00:22:40.210 --> 00:22:40.690
it zooms in.

00:22:40.829 --> 00:22:41.250
It zooms out.

00:22:41.349 --> 00:22:42.730
It makes me look like someone's filming

00:22:42.770 --> 00:22:42.851
me.

00:22:42.891 --> 00:22:43.750
It made me look like I was on

00:22:43.770 --> 00:22:44.211
The Office.

00:22:44.711 --> 00:22:44.911
Right.

00:22:44.990 --> 00:22:46.070
Like someone was doing it,

00:22:46.491 --> 00:22:48.231
but it was just me talking to myself.

00:22:51.032 --> 00:22:51.972
Now what's trending?

00:22:53.580 --> 00:22:55.041
So I think this one is the shift.

00:22:55.102 --> 00:22:57.482
Consumers are now pushing back on

00:22:57.603 --> 00:22:59.744
polished, notice I didn't say just AI,

00:23:00.144 --> 00:23:02.346
polished, too much, too high end,

00:23:02.885 --> 00:23:03.826
overproduced.

00:23:04.446 --> 00:23:06.208
Yes, not just AI,

00:23:06.248 --> 00:23:08.410
but also AI tends to do that.

00:23:09.390 --> 00:23:11.651
um and moving towards something way

00:23:11.691 --> 00:23:15.794
simpler real so not better produced not

00:23:15.854 --> 00:23:18.255
higher quality just more believable this

00:23:18.295 --> 00:23:19.895
is why everybody talking into their phones

00:23:19.935 --> 00:23:21.957
is believable this is why thirty two

00:23:21.997 --> 00:23:24.678
percent of people on instagram are in

00:23:24.718 --> 00:23:26.519
their car for some reason like well it's

00:23:26.558 --> 00:23:29.240
good sound dampening but hey just happen

00:23:29.260 --> 00:23:31.761
to just jumping on here if i have

00:23:31.801 --> 00:23:33.563
to ever hear someone say that phrase just

00:23:33.603 --> 00:23:34.983
jumping on here to

00:23:35.503 --> 00:23:36.786
Stop being crazy.

00:23:37.185 --> 00:23:38.468
Record it, but delete that.

00:23:38.567 --> 00:23:40.069
If you have to say it, good.

00:23:40.451 --> 00:23:41.352
Say it, get it out.

00:23:41.412 --> 00:23:41.592
Right.

00:23:41.633 --> 00:23:42.292
Just get it out.

00:23:42.453 --> 00:23:43.034
Delete it.

00:23:45.196 --> 00:23:45.857
Now, how do we,

00:23:45.938 --> 00:23:48.201
so brands are now emphasizing human really

00:23:48.281 --> 00:23:49.083
imperfections.

00:23:50.691 --> 00:23:51.672
craftsmanship,

00:23:52.132 --> 00:23:55.194
real world experiences as a response to

00:23:55.454 --> 00:23:58.336
like sort of the zag to AI generated

00:23:58.396 --> 00:24:00.239
slops zig in that direction.

00:24:00.739 --> 00:24:02.520
Are patients choosing the best provider or

00:24:02.540 --> 00:24:05.083
the one they feel like they already know?

00:24:05.522 --> 00:24:08.286
Is it the polished or is it that

00:24:08.326 --> 00:24:11.808
person seems real?

00:24:11.909 --> 00:24:13.170
It's the authenticity, right?

00:24:13.309 --> 00:24:14.050
I mean, and this,

00:24:14.070 --> 00:24:15.332
so this younger generation,

00:24:15.352 --> 00:24:16.051
younger than us,

00:24:16.172 --> 00:24:19.015
they grew up with unpolished,

00:24:20.489 --> 00:24:23.892
Thirty second, fifteen second raw.

00:24:24.211 --> 00:24:25.032
Here's my phone.

00:24:25.113 --> 00:24:25.814
I thought of a thing.

00:24:25.834 --> 00:24:26.914
I'm going to say it into my phone

00:24:26.934 --> 00:24:28.155
and hit publish and the world can see

00:24:28.215 --> 00:24:28.316
it.

00:24:28.855 --> 00:24:30.837
That's what they're used to.

00:24:30.877 --> 00:24:31.939
And I think at the same time,

00:24:32.239 --> 00:24:33.921
they are body positivity, right?

00:24:33.961 --> 00:24:34.761
Like when we grew up,

00:24:34.821 --> 00:24:35.883
everyone was airbrushed.

00:24:37.221 --> 00:24:37.561
And it's like,

00:24:37.602 --> 00:24:38.782
how does this person look like this?

00:24:38.942 --> 00:24:39.983
Oh, it's not real.

00:24:40.003 --> 00:24:40.884
They don't look like that.

00:24:42.365 --> 00:24:44.507
And it would have been helpful to have,

00:24:44.748 --> 00:24:45.028
you know,

00:24:45.048 --> 00:24:46.169
a little bit of this when we were

00:24:46.189 --> 00:24:47.930
younger to understand they weren't really

00:24:47.990 --> 00:24:48.289
real.

00:24:49.230 --> 00:24:49.631
But no,

00:24:49.711 --> 00:24:51.532
I think kids are I don't even I

00:24:51.553 --> 00:24:52.553
don't want to say kids.

00:24:52.733 --> 00:24:53.814
People who are younger than me aren't

00:24:53.834 --> 00:24:54.075
kids.

00:24:54.095 --> 00:24:54.835
They're still adults.

00:24:55.776 --> 00:24:56.836
That's how they grew up and that's what

00:24:56.856 --> 00:24:57.317
they're seeing.

00:24:57.396 --> 00:24:59.699
So I think people are more comfortable

00:24:59.739 --> 00:25:02.320
with unpolished, real, authentic,

00:25:03.512 --> 00:25:04.575
not overproduce.

00:25:04.654 --> 00:25:05.435
That being said,

00:25:05.635 --> 00:25:08.381
if you're like a large health system and

00:25:09.561 --> 00:25:09.823
you know,

00:25:11.327 --> 00:25:13.469
doing brain surgery or something like I

00:25:13.509 --> 00:25:15.150
don't want the doctor being like, hey,

00:25:15.170 --> 00:25:16.470
just checking in from my car here.

00:25:17.711 --> 00:25:20.311
Although I did see a neurosurgeon on

00:25:20.432 --> 00:25:22.732
Instagram getting out of an Uber on the

00:25:22.772 --> 00:25:24.134
way to do surgery.

00:25:24.413 --> 00:25:25.875
And I was like, oh,

00:25:25.894 --> 00:25:26.894
this guy's kind of interesting.

00:25:26.934 --> 00:25:27.775
And I started following him.

00:25:27.894 --> 00:25:29.076
But that being said,

00:25:30.036 --> 00:25:31.717
I do still think at a brand level,

00:25:31.876 --> 00:25:35.739
there needs to be guidelines around how do

00:25:35.778 --> 00:25:37.920
we how are we professional but authentic?

00:25:39.951 --> 00:25:41.476
I think you go back to that second

00:25:41.536 --> 00:25:44.403
rule of seven habits of highly successful

00:25:44.443 --> 00:25:44.684
people,

00:25:44.704 --> 00:25:47.030
which is start with the end in mind.

00:25:47.271 --> 00:25:47.551
And...

00:25:49.651 --> 00:25:51.731
You can't have this.

00:25:51.892 --> 00:25:52.971
There's another phrase for it,

00:25:53.011 --> 00:25:53.751
but I'll use this one,

00:25:53.791 --> 00:25:56.673
which is you can't have the emperor's new

00:25:56.712 --> 00:25:57.853
clothes thing.

00:25:58.452 --> 00:26:00.253
I've been in situations before where I've

00:26:00.273 --> 00:26:02.755
worked with C-suite people and people

00:26:02.775 --> 00:26:03.474
around me are like,

00:26:04.454 --> 00:26:05.895
this person likes this.

00:26:06.115 --> 00:26:08.556
So when they say this, that's the answer.

00:26:08.875 --> 00:26:09.856
And I'm like, then why am I here?

00:26:09.876 --> 00:26:11.676
Right.

00:26:11.696 --> 00:26:13.518
Because it's going to come out, not work.

00:26:13.557 --> 00:26:14.557
And then I'm going to get blamed for

00:26:14.597 --> 00:26:14.678
it.

00:26:16.330 --> 00:26:17.551
When it was a shitty idea to begin

00:26:17.592 --> 00:26:17.791
with.

00:26:17.811 --> 00:26:18.311
I was like,

00:26:18.332 --> 00:26:19.852
there's no polishing this turd.

00:26:20.873 --> 00:26:22.413
So why don't we call it a turd

00:26:22.453 --> 00:26:23.294
in the first meeting?

00:26:23.594 --> 00:26:25.934
You don't do that because how hard can

00:26:25.974 --> 00:26:26.634
marketing be?

00:26:26.894 --> 00:26:28.115
How hard can messaging be?

00:26:28.955 --> 00:26:30.096
This person is doing it.

00:26:30.797 --> 00:26:32.038
And maybe ten years ago,

00:26:32.077 --> 00:26:33.337
that person was doing it.

00:26:34.097 --> 00:26:35.378
But now the world has changed.

00:26:35.578 --> 00:26:36.839
Their viewpoint has changed.

00:26:37.119 --> 00:26:38.339
Their bank account has changed.

00:26:38.619 --> 00:26:40.000
The people they hang out with have

00:26:40.040 --> 00:26:40.461
changed.

00:26:41.101 --> 00:26:41.701
They've changed.

00:26:42.422 --> 00:26:43.642
They're not the audience anymore.

00:26:43.662 --> 00:26:43.762
Right.

00:26:45.770 --> 00:26:49.074
So that is a big problem, which is,

00:26:49.213 --> 00:26:51.395
again, I always dumb it down.

00:26:52.277 --> 00:26:54.739
The CEO's nephew says our Instagram sucks.

00:26:54.898 --> 00:26:55.359
And I'm like, well,

00:26:55.400 --> 00:26:57.301
the CEO's nephew is twenty eight years

00:26:57.342 --> 00:26:59.564
younger than our target.

00:26:59.604 --> 00:27:00.183
So good.

00:27:00.924 --> 00:27:04.647
I'm glad it repels them.

00:27:04.667 --> 00:27:06.069
So I've said this before.

00:27:06.130 --> 00:27:07.191
People have said this before.

00:27:08.567 --> 00:27:10.288
I only know of very few healthcare

00:27:10.327 --> 00:27:12.809
organizations who actually do this,

00:27:13.490 --> 00:27:14.711
actually do this.

00:27:15.391 --> 00:27:19.313
What would happen if a clinic or an

00:27:19.393 --> 00:27:22.134
urgent care or something truly,

00:27:22.515 --> 00:27:24.856
honestly acted like a media company for

00:27:24.916 --> 00:27:25.517
ninety days?

00:27:26.237 --> 00:27:27.917
What if you sat down and said,

00:27:28.638 --> 00:27:29.920
we become in thirty days,

00:27:29.960 --> 00:27:31.380
we don't just not tomorrow.

00:27:31.701 --> 00:27:32.901
Let's give it some lead because we've got

00:27:32.921 --> 00:27:33.721
to figure out the structure.

00:27:35.076 --> 00:27:36.218
In thirty days,

00:27:36.538 --> 00:27:37.839
you have a budget of three thousand

00:27:37.880 --> 00:27:38.259
dollars.

00:27:38.819 --> 00:27:40.842
It can go towards people, editors,

00:27:41.041 --> 00:27:42.242
cameras, microphones.

00:27:42.262 --> 00:27:42.564
I don't care.

00:27:42.584 --> 00:27:43.423
Three thousand dollars.

00:27:44.704 --> 00:27:45.846
In thirty days,

00:27:46.487 --> 00:27:48.308
you will then begin a ninety day sprint

00:27:48.449 --> 00:27:50.329
and you will need to produce ten pieces

00:27:50.369 --> 00:27:52.893
of content per day for ninety days.

00:27:53.173 --> 00:27:58.718
That is nine hundred lottery tickets.

00:27:58.738 --> 00:27:59.939
That's how I look at it.

00:27:59.959 --> 00:28:00.900
It's nine hundred

00:28:02.267 --> 00:28:03.808
notes in a bottle that we're going to

00:28:03.848 --> 00:28:06.613
throw into the ocean.

00:28:06.633 --> 00:28:10.557
I'm okay now with playing a major league

00:28:10.577 --> 00:28:13.922
baseball manager going hit three out of

00:28:13.961 --> 00:28:15.284
ten and we'll put you in the Hall

00:28:15.304 --> 00:28:15.604
of Fame.

00:28:16.444 --> 00:28:17.846
I now think we are at that level

00:28:17.866 --> 00:28:19.269
where if you think doing it twice a

00:28:19.308 --> 00:28:19.548
day

00:28:20.778 --> 00:28:20.939
I mean,

00:28:20.959 --> 00:28:21.919
you know how many times I'm like,

00:28:21.959 --> 00:28:23.980
this is going to take off.

00:28:24.440 --> 00:28:24.980
I got it.

00:28:25.519 --> 00:28:27.000
And I get thirty-two whatevers.

00:28:27.040 --> 00:28:27.901
Right.

00:28:27.941 --> 00:28:29.862
Or the one I got a hundred and

00:28:29.902 --> 00:28:30.922
fifty thousand views,

00:28:31.021 --> 00:28:32.501
I recorded over there in the corner.

00:28:32.521 --> 00:28:33.702
I didn't even have the gunk out of

00:28:33.742 --> 00:28:34.282
my eyes yet.

00:28:34.303 --> 00:28:35.522
I was like, this is a cute idea.

00:28:35.722 --> 00:28:36.943
Let's just beta test this.

00:28:36.963 --> 00:28:39.223
And now I have all my friends going,

00:28:39.443 --> 00:28:40.505
your most viewed video,

00:28:40.724 --> 00:28:41.865
you didn't even comb your hair.

00:28:42.005 --> 00:28:43.125
And I hate combing my hair.

00:28:43.405 --> 00:28:44.526
That's why I used to shave my head.

00:28:45.474 --> 00:28:47.599
But what would actually happen if someone

00:28:47.720 --> 00:28:48.682
embraced that?

00:28:49.002 --> 00:28:50.586
And by media company,

00:28:50.705 --> 00:28:51.868
I need you to think.

00:28:52.750 --> 00:28:54.113
I don't need you to be CNN.

00:28:56.053 --> 00:28:59.354
or iHeartRadio or VaynerMedia,

00:28:59.973 --> 00:29:03.994
I need you to say, we tell people,

00:29:04.075 --> 00:29:07.915
we are the authority on our domains that

00:29:08.016 --> 00:29:09.655
happen to also sell the thing.

00:29:09.875 --> 00:29:11.836
What if none of it involved sales,

00:29:12.416 --> 00:29:13.777
just involved connection?

00:29:14.657 --> 00:29:15.337
Honestly, what would happen?

00:29:15.417 --> 00:29:15.778
I don't know.

00:29:17.348 --> 00:29:18.390
Well, it's worth trying, right?

00:29:18.470 --> 00:29:22.272
Because we used to pay PR agencies a

00:29:22.432 --> 00:29:24.494
lot of money to try to get our

00:29:24.555 --> 00:29:26.296
names, our brands out there.

00:29:27.277 --> 00:29:29.278
And they controlled the narrative.

00:29:29.317 --> 00:29:30.980
The media controlled the narrative.

00:29:32.201 --> 00:29:37.404
And we're now in a time where we

00:29:37.444 --> 00:29:38.384
can control the narrative.

00:29:38.444 --> 00:29:39.226
We just have to do it.

00:29:40.166 --> 00:29:42.407
Oh, oh, oh.

00:29:42.448 --> 00:29:44.009
We would have, we would have, in,

00:29:44.049 --> 00:29:45.090
twenty-five years ago,

00:29:46.231 --> 00:29:48.694
you would have crawled over broken glass

00:29:48.734 --> 00:29:49.596
to control the narrative.

00:29:50.356 --> 00:29:52.740
And now that you can, people are like,

00:29:53.421 --> 00:29:55.423
let's drop two things a day.

00:29:55.482 --> 00:29:55.742
Right.

00:29:56.503 --> 00:29:59.166
And let's half-ass two things a day.

00:29:59.528 --> 00:30:00.388
And maybe they'll be okay.

00:30:03.103 --> 00:30:06.287
PR is, I mean, I was in communications,

00:30:06.307 --> 00:30:07.468
but I was never in PR.

00:30:07.647 --> 00:30:08.869
And I respect PR people.

00:30:09.631 --> 00:30:11.653
But do you know who reads press releases?

00:30:13.615 --> 00:30:14.916
I was in the press.

00:30:15.678 --> 00:30:16.638
It wasn't me.

00:30:17.760 --> 00:30:18.741
I don't know who read them.

00:30:19.511 --> 00:30:19.832
I don't.

00:30:19.872 --> 00:30:21.432
So I worked at PR.

00:30:21.452 --> 00:30:23.554
That was my first job out of college.

00:30:24.755 --> 00:30:25.674
I was at an agency.

00:30:25.775 --> 00:30:26.414
Great question.

00:30:26.494 --> 00:30:26.875
Don't know.

00:30:27.036 --> 00:30:27.576
Still don't know.

00:30:28.536 --> 00:30:29.916
Sometimes we ended up in the news,

00:30:30.057 --> 00:30:32.018
but it wasn't what the press release that

00:30:32.057 --> 00:30:32.438
I wrote.

00:30:32.738 --> 00:30:34.259
It was what they wanted to say with

00:30:34.278 --> 00:30:36.619
like one sentence from the person.

00:30:36.660 --> 00:30:37.881
It was political consulting.

00:30:37.921 --> 00:30:39.101
It wasn't health care.

00:30:40.201 --> 00:30:43.063
And it was a wild time.

00:30:44.548 --> 00:30:46.490
It's we used to call it and like

00:30:46.769 --> 00:30:48.050
they were saying it when I was like,

00:30:48.111 --> 00:30:49.632
you know, new at the radio station.

00:30:50.593 --> 00:30:51.374
And I would be like,

00:30:51.413 --> 00:30:52.555
there'd be like the press release.

00:30:52.575 --> 00:30:55.336
And I'm like, oh, hey, everybody.

00:30:56.498 --> 00:30:58.078
I was like Steve Martin in the movie

00:30:58.118 --> 00:30:59.780
The Jerk when the phone book came out.

00:30:59.800 --> 00:31:01.422
I was like, the phone book is here.

00:31:01.622 --> 00:31:02.423
The phone book is here.

00:31:02.462 --> 00:31:03.284
My name's in there.

00:31:03.443 --> 00:31:04.704
Do you know how many people read this?

00:31:04.984 --> 00:31:06.286
And I was like, the phone book.

00:31:06.726 --> 00:31:08.708
It's so much that it doesn't matter.

00:31:08.728 --> 00:31:09.808
It doesn't matter.

00:31:10.230 --> 00:31:11.690
But a press release would come out.

00:31:11.931 --> 00:31:13.750
There was a printer in the corner of

00:31:13.790 --> 00:31:16.011
the newsroom that was just for press

00:31:16.051 --> 00:31:16.332
releases.

00:31:16.852 --> 00:31:17.832
And I forget how they had it set

00:31:17.912 --> 00:31:18.071
up.

00:31:18.792 --> 00:31:20.313
It was like a telex.

00:31:20.432 --> 00:31:21.413
When a press release came out,

00:31:21.432 --> 00:31:21.932
it just printed.

00:31:21.952 --> 00:31:22.713
You didn't need to hit print.

00:31:23.513 --> 00:31:25.515
And I'd be like, Johnny,

00:31:26.055 --> 00:31:28.454
what if it's something good?

00:31:28.474 --> 00:31:29.836
That was our news feed.

00:31:30.016 --> 00:31:30.855
Just kept coming through.

00:31:31.476 --> 00:31:32.856
And I remember they started using this

00:31:32.936 --> 00:31:33.436
term.

00:31:33.957 --> 00:31:35.076
And I was like, when you're new,

00:31:35.096 --> 00:31:35.958
you're like, I know that.

00:31:36.597 --> 00:31:37.038
Yep, yep, yep.

00:31:37.866 --> 00:31:40.828
And the news director, Brian, was like,

00:31:42.230 --> 00:31:42.810
let me see that one.

00:31:42.911 --> 00:31:43.731
And he'd take it out of my hand.

00:31:43.791 --> 00:31:45.212
I'm going to go put this in.

00:31:45.232 --> 00:31:46.574
I'm going to go file this in the

00:31:46.673 --> 00:31:47.275
circular file.

00:31:47.474 --> 00:31:48.615
And I was like, good idea.

00:31:49.696 --> 00:31:49.856
Yeah.

00:31:50.396 --> 00:31:51.397
Got to make sure we file it because

00:31:51.417 --> 00:31:52.358
we got to refer to it later.

00:31:53.338 --> 00:31:55.902
And it was two weeks before I realized

00:31:55.942 --> 00:31:57.542
Brian was throwing it in the garbage can.

00:31:58.143 --> 00:32:00.285
And the circular file was the garbage can.

00:32:00.305 --> 00:32:01.405
Garbage can.

00:32:01.445 --> 00:32:01.786
And I was like,

00:32:02.046 --> 00:32:05.729
we went through a package of paper a

00:32:05.788 --> 00:32:07.009
week just on press releases.

00:32:07.864 --> 00:32:08.984
Because, and this proves it,

00:32:09.265 --> 00:32:10.845
when everyone is shouting,

00:32:12.046 --> 00:32:13.006
it's just noise.

00:32:14.626 --> 00:32:15.227
It's just noise.

00:32:15.326 --> 00:32:17.107
I worked with a founder a few years

00:32:17.147 --> 00:32:17.367
ago.

00:32:17.387 --> 00:32:18.449
It was in the B to B space.

00:32:18.868 --> 00:32:20.670
It was a health tech company.

00:32:21.589 --> 00:32:22.830
And he's like,

00:32:22.851 --> 00:32:24.090
we need to do a press release on

00:32:24.131 --> 00:32:24.432
this.

00:32:24.451 --> 00:32:26.251
And I'm like, I don't think we do.

00:32:26.692 --> 00:32:27.232
And he's like, well,

00:32:27.252 --> 00:32:28.212
how are we going to end up in

00:32:28.272 --> 00:32:28.913
tech crunch?

00:32:28.973 --> 00:32:30.433
Because that's where every founder wants

00:32:30.473 --> 00:32:30.875
to end up.

00:32:30.934 --> 00:32:32.115
And I'm like,

00:32:32.214 --> 00:32:33.596
you need to have a good story and

00:32:33.615 --> 00:32:34.355
a good product,

00:32:34.816 --> 00:32:35.977
and then you'll be discovered.

00:32:37.434 --> 00:32:37.756
I mean,

00:32:37.776 --> 00:32:40.801
wouldn't a better strategy have been to

00:32:40.882 --> 00:32:45.310
get a large banner and paint a headline

00:32:45.351 --> 00:32:47.736
and stand outside of TechCrunch and...

00:32:49.280 --> 00:32:50.861
You probably have a better chance of

00:32:50.921 --> 00:32:53.142
getting into TechCrunch by doing that than

00:32:53.162 --> 00:32:54.882
you do by sending them a press release.

00:32:54.902 --> 00:32:56.843
That ends up in the digital circular file.

00:32:57.143 --> 00:32:58.103
Circular file, right.

00:32:58.682 --> 00:33:01.443
And now the circular file is when someone

00:33:01.544 --> 00:33:03.124
flicks, like you got flicked,

00:33:03.523 --> 00:33:05.964
like just skim past your boring bowl.

00:33:06.865 --> 00:33:07.384
Here's why.

00:33:07.605 --> 00:33:09.305
You didn't make it relevant to me.

00:33:09.765 --> 00:33:10.164
Right.

00:33:10.204 --> 00:33:10.766
It's about, it's,

00:33:10.925 --> 00:33:13.665
it's one hundred percent of the time about

00:33:13.766 --> 00:33:16.606
the brand sharing their company news that

00:33:16.686 --> 00:33:17.606
nobody cares about.

00:33:18.566 --> 00:33:19.287
So that is,

00:33:19.307 --> 00:33:21.067
we had a discussion the other day where

00:33:21.127 --> 00:33:22.588
the first time I heard these two phrases,

00:33:22.608 --> 00:33:23.788
I was like, they're the same thing.

00:33:23.828 --> 00:33:24.829
But then of course you look deeper.

00:33:25.109 --> 00:33:27.411
So the difference between storytelling and

00:33:27.471 --> 00:33:28.872
telling stories.

00:33:28.951 --> 00:33:29.211
And like,

00:33:29.373 --> 00:33:31.074
I even have to pause and remember which

00:33:31.153 --> 00:33:31.594
one's which.

00:33:32.801 --> 00:33:35.483
So storytelling would be like someone

00:33:35.703 --> 00:33:38.346
really saying something compelling that is

00:33:38.406 --> 00:33:38.987
authentic,

00:33:39.146 --> 00:33:40.788
or at least you feel like it's authentic

00:33:40.808 --> 00:33:42.690
and real and provides them value.

00:33:42.950 --> 00:33:44.391
And they trade you their time for,

00:33:45.471 --> 00:33:47.854
they give you time and attention and you

00:33:47.894 --> 00:33:50.876
get connection or whatever.

00:33:50.957 --> 00:33:52.198
And then there's telling stories.

00:33:52.738 --> 00:33:54.078
And if you ever want to figure out

00:33:54.098 --> 00:33:54.859
the difference between

00:33:55.807 --> 00:33:57.910
Storytelling is what coworkers do with

00:33:57.950 --> 00:33:59.871
gossip at the water cooler.

00:34:00.491 --> 00:34:02.794
But telling stories is everything that

00:34:02.814 --> 00:34:03.713
comes off a press release.

00:34:03.894 --> 00:34:05.596
It's just you talking about you.

00:34:05.635 --> 00:34:05.996
Right.

00:34:06.036 --> 00:34:07.356
Storytelling makes you feel something.

00:34:08.077 --> 00:34:08.637
Correct.

00:34:09.338 --> 00:34:11.400
And you've been handed devices,

00:34:11.440 --> 00:34:14.141
digital devices and distribution.

00:34:15.063 --> 00:34:18.266
And what do most organizations do?

00:34:20.248 --> 00:34:21.969
They do storytelling.

00:34:22.510 --> 00:34:23.230
No, they tell stories.

00:34:23.329 --> 00:34:24.190
See, I screwed up.

00:34:24.431 --> 00:34:25.210
They tell stories.

00:34:25.751 --> 00:34:26.291
We did this.

00:34:26.331 --> 00:34:27.251
This feature is out.

00:34:28.253 --> 00:34:29.172
Look, it looks slick.

00:34:29.333 --> 00:34:30.574
The CEO likes it.

00:34:31.751 --> 00:34:32.853
That video is dope.

00:34:33.092 --> 00:34:33.413
Good.

00:34:33.574 --> 00:34:35.135
Play it at your Christmas party.

00:34:35.454 --> 00:34:38.077
That is the rah-rah thing to do with

00:34:38.117 --> 00:34:38.197
it.

00:34:38.637 --> 00:34:41.179
No one else cares.

00:34:42.101 --> 00:34:43.862
Even the people at your organization

00:34:43.902 --> 00:34:44.563
probably don't care.

00:34:44.802 --> 00:34:45.483
They are there for...

00:34:45.623 --> 00:34:47.125
Most of them are there for a paycheck.

00:34:47.425 --> 00:34:48.806
And I commend them for that.

00:34:49.146 --> 00:34:49.387
Right.

00:34:50.106 --> 00:34:52.088
So when you make hype videos about your

00:34:52.148 --> 00:34:54.971
stuff, God, the CEO loves it.

00:34:56.452 --> 00:34:57.152
That's about it.

00:34:58.273 --> 00:34:59.215
It's such a mess.

00:34:59.914 --> 00:35:00.014
Um...

00:35:01.157 --> 00:35:07.902
Let me ask this, is authenticity scalable?

00:35:07.981 --> 00:35:08.402
It is.

00:35:08.481 --> 00:35:09.943
I mean, if you do it right, right?

00:35:10.742 --> 00:35:13.103
It's just who you are and it's woven

00:35:13.143 --> 00:35:15.746
into everything you do and then you scale

00:35:15.766 --> 00:35:15.965
that.

00:35:17.005 --> 00:35:18.847
I applied for a job a week ago.

00:35:19.088 --> 00:35:19.748
I won't say where.

00:35:20.487 --> 00:35:21.329
But it's in healthcare.

00:35:22.090 --> 00:35:24.070
And I talked with my little AI that

00:35:24.110 --> 00:35:25.532
knows everything about me, my experience.

00:35:25.572 --> 00:35:27.273
And it knows me a little scary well.

00:35:27.693 --> 00:35:29.014
Where it's like, no.

00:35:29.134 --> 00:35:30.074
I'll give it a job and be like...

00:35:30.614 --> 00:35:31.155
And I have it like,

00:35:31.516 --> 00:35:33.237
rank me from zero to a hundred on

00:35:33.257 --> 00:35:34.918
the five main characters that you think

00:35:34.938 --> 00:35:35.759
I'll get judged with.

00:35:36.119 --> 00:35:36.920
And it's like...

00:35:37.900 --> 00:35:39.702
And it's literally said things to me like,

00:35:39.961 --> 00:35:40.802
Jimmy, you're pushing this.

00:35:41.003 --> 00:35:41.963
You're forcing this one.

00:35:42.123 --> 00:35:44.125
And I'm like... And I knew I was...

00:35:44.664 --> 00:35:46.485
But I wanted it to prove me wrong

00:35:46.626 --> 00:35:47.347
and it didn't.

00:35:47.547 --> 00:35:48.487
And all I did was say,

00:35:48.788 --> 00:35:50.128
rank me on this, copy paste.

00:35:50.509 --> 00:35:51.088
And it's been like,

00:35:51.349 --> 00:35:52.449
you'd be forcing this one.

00:35:53.010 --> 00:35:55.351
And I'm like, damn.

00:35:55.411 --> 00:35:56.811
Anyway, the one I applied for was like,

00:35:57.132 --> 00:35:58.052
this is good.

00:35:59.213 --> 00:36:00.614
But if you apply as a normal person,

00:36:00.934 --> 00:36:01.235
no.

00:36:01.914 --> 00:36:04.217
But if you apply as this, then yes.

00:36:05.778 --> 00:36:07.940
Because there's always a list of things

00:36:07.960 --> 00:36:08.641
you need to do.

00:36:08.802 --> 00:36:11.003
And it's like, you've never done that,

00:36:11.023 --> 00:36:13.286
but you could figure that out or you're

00:36:13.306 --> 00:36:13.726
in charge.

00:36:13.766 --> 00:36:14.788
Now you can give that to someone else

00:36:14.807 --> 00:36:15.507
and you oversee them.

00:36:15.608 --> 00:36:16.768
Yada, yada, yada, yada, yada.

00:36:17.389 --> 00:36:18.170
So here's the thing.

00:36:19.472 --> 00:36:22.074
I saw the job and applied for it.

00:36:22.574 --> 00:36:24.195
Then I saw someone else within the

00:36:24.235 --> 00:36:26.197
organization talking about it.

00:36:26.297 --> 00:36:27.338
And like, hey, just so you know,

00:36:27.438 --> 00:36:28.079
this is open.

00:36:28.820 --> 00:36:29.902
And I wrote a post...

00:36:32.099 --> 00:36:33.521
That essentially says like, hey,

00:36:34.300 --> 00:36:37.485
I spent some time with that job

00:36:37.505 --> 00:36:37.925
description.

00:36:39.266 --> 00:36:42.349
I put together a three-pronged playbook of

00:36:42.369 --> 00:36:43.690
the first three things I do because I

00:36:43.710 --> 00:36:44.672
did a series like that.

00:36:45.152 --> 00:36:49.096
And then I just said something along the

00:36:49.115 --> 00:36:49.577
lines of like,

00:36:50.757 --> 00:36:51.978
is that something worth getting on a call

00:36:52.018 --> 00:36:53.320
or should I just put the playbook here?

00:36:55.230 --> 00:36:55.730
Because essentially,

00:36:55.750 --> 00:36:57.150
your competition could steal it.

00:36:57.990 --> 00:36:58.251
It's like,

00:36:58.311 --> 00:37:00.313
I'm not working for you or against you.

00:37:00.472 --> 00:37:01.213
I'm just me.

00:37:01.273 --> 00:37:02.034
And I could be working.

00:37:02.373 --> 00:37:04.594
This might be a killer idea that I

00:37:04.614 --> 00:37:05.594
give away to everybody.

00:37:06.115 --> 00:37:07.356
And I've gotten no response yet.

00:37:08.376 --> 00:37:08.416
Oh.

00:37:08.436 --> 00:37:09.376
But it was over the weekend.

00:37:09.396 --> 00:37:10.018
And it was LinkedIn.

00:37:10.038 --> 00:37:12.079
It was LinkedIn.

00:37:12.099 --> 00:37:14.960
So I will wait until halfway through

00:37:14.980 --> 00:37:15.981
Monday or whatever.

00:37:16.141 --> 00:37:17.782
I'm curious to hear what happens with

00:37:17.822 --> 00:37:17.902
that.

00:37:18.567 --> 00:37:18.827
Yeah.

00:37:19.208 --> 00:37:20.329
Because I'm sitting there going,

00:37:20.369 --> 00:37:21.289
do you shoot your shot?

00:37:21.309 --> 00:37:22.672
Everybody's like, shoot your shot, man.

00:37:22.692 --> 00:37:23.592
But don't be unprofessional.

00:37:23.713 --> 00:37:24.333
But shoot your shot.

00:37:24.614 --> 00:37:25.494
But don't be unprofessional.

00:37:25.755 --> 00:37:26.396
But shoot your shot.

00:37:26.576 --> 00:37:27.277
But don't be too pushy.

00:37:27.536 --> 00:37:28.018
But push.

00:37:28.237 --> 00:37:28.838
But not too hard.

00:37:29.699 --> 00:37:30.360
But not too early.

00:37:30.420 --> 00:37:30.981
But not too late.

00:37:31.541 --> 00:37:32.262
And don't miss your shot.

00:37:32.382 --> 00:37:33.583
But don't take your shot if it's...

00:37:34.244 --> 00:37:36.027
And I'm like...

00:37:36.987 --> 00:37:38.349
That's literally the advice.

00:37:40.304 --> 00:37:41.784
So then I just listened to Kurt Cobain

00:37:42.105 --> 00:37:42.686
and just thought,

00:37:43.045 --> 00:37:44.246
I'd rather be hated for who I am.

00:37:44.686 --> 00:37:45.666
If you hate this,

00:37:45.865 --> 00:37:47.106
you're going to hate my next thirteen

00:37:47.126 --> 00:37:47.947
things that come out of my mouth.

00:37:48.027 --> 00:37:48.746
So I'm like, you know what?

00:37:49.086 --> 00:37:50.146
Let's get to the know as quick as

00:37:50.188 --> 00:37:50.608
possible.

00:37:50.907 --> 00:37:52.288
If you hate me being like that,

00:37:52.648 --> 00:37:54.047
you will hate working with me.

00:37:54.409 --> 00:37:55.528
That's authenticity right there.

00:37:55.628 --> 00:37:57.309
And I can fake it for a month

00:37:57.349 --> 00:37:57.648
or two.

00:37:58.068 --> 00:37:58.670
Everybody can.

00:37:59.190 --> 00:37:59.829
But you'll hate me.

00:38:00.070 --> 00:38:00.409
You'll be like,

00:38:00.429 --> 00:38:03.190
this guy has so many questions.

00:38:04.371 --> 00:38:06.851
I'm like, yes.

00:38:06.871 --> 00:38:07.711
That's how we get answers.

00:38:08.748 --> 00:38:08.889
Like,

00:38:09.168 --> 00:38:10.751
do you dislike the questions or do you

00:38:10.851 --> 00:38:14.275
like, I like the answers.

00:38:14.295 --> 00:38:16.777
I think they dislike the fact that it

00:38:16.836 --> 00:38:17.818
makes them think,

00:38:18.318 --> 00:38:19.981
have to think about things they don't want

00:38:20.021 --> 00:38:20.561
to think about.

00:38:20.902 --> 00:38:21.222
Yes,

00:38:21.282 --> 00:38:22.503
but we're going to have to think about

00:38:22.523 --> 00:38:23.503
them anyway when they come.

00:38:24.045 --> 00:38:24.284
Right.

00:38:24.706 --> 00:38:25.907
So let's think about them now.

00:38:27.782 --> 00:38:29.903
Maybe that's... So my dad was a fireman.

00:38:30.523 --> 00:38:31.925
And he'd always be giving me these...

00:38:31.945 --> 00:38:33.327
I don't know if all dads did this

00:38:33.347 --> 00:38:35.929
because I only had one dad, right?

00:38:36.248 --> 00:38:36.909
My end is one.

00:38:37.449 --> 00:38:38.990
He would always give me these weird

00:38:39.050 --> 00:38:40.632
situations where he's like,

00:38:40.733 --> 00:38:42.134
you're in a room and it's on fire.

00:38:42.253 --> 00:38:42.813
And what do you do?

00:38:42.914 --> 00:38:43.514
And I'm like, nine.

00:38:43.534 --> 00:38:45.195
And I'm like, go out, yell.

00:38:45.215 --> 00:38:45.996
And he's like, no one's home.

00:38:46.257 --> 00:38:47.818
He'd always just rug me.

00:38:48.018 --> 00:38:48.858
He's like, no one's home.

00:38:49.019 --> 00:38:50.380
And I'm like, climb out the window.

00:38:50.400 --> 00:38:51.041
He's like, you're on the

00:38:53.023 --> 00:38:54.324
not go in those buildings anymore.

00:38:54.344 --> 00:38:55.485
He's like, no buildings on fire.

00:38:55.505 --> 00:38:55.965
What do you do?

00:38:56.045 --> 00:38:58.126
And I'm like, I don't call for help.

00:38:58.166 --> 00:38:58.847
And he's like, no phone.

00:38:58.987 --> 00:39:00.728
And I'm like, but what he was doing,

00:39:00.768 --> 00:39:03.510
he's like forcing me,

00:39:03.530 --> 00:39:04.831
the box was getting smaller.

00:39:05.793 --> 00:39:05.932
Right.

00:39:05.972 --> 00:39:06.393
Right.

00:39:06.413 --> 00:39:07.333
So he's like, step one,

00:39:07.373 --> 00:39:07.974
get on the floor.

00:39:07.994 --> 00:39:08.454
I'm like, why?

00:39:08.494 --> 00:39:08.735
He's like,

00:39:08.994 --> 00:39:10.376
you're the buildings on fire top.

00:39:11.206 --> 00:39:12.088
And smoke rises.

00:39:12.208 --> 00:39:13.048
And I'm like, oh.

00:39:13.469 --> 00:39:15.050
But that sort of stuff sticks with you.

00:39:15.411 --> 00:39:15.690
I don't know.

00:39:15.731 --> 00:39:17.753
When I look at projects, I'm like, okay,

00:39:17.773 --> 00:39:19.853
so before we go down this road and

00:39:19.893 --> 00:39:21.014
spend time, effort, and money,

00:39:21.695 --> 00:39:22.817
what if that happens?

00:39:23.257 --> 00:39:23.978
What would we do then?

00:39:24.659 --> 00:39:26.880
And we can just have this exercise and

00:39:26.900 --> 00:39:27.581
then be like, you know what?

00:39:27.681 --> 00:39:29.342
That first option is, in fact,

00:39:29.362 --> 00:39:30.043
the best decision.

00:39:30.242 --> 00:39:31.143
I'm okay with that.

00:39:31.184 --> 00:39:34.646
But never questioning it bothers me.

00:39:35.961 --> 00:39:36.583
And it should.

00:39:37.643 --> 00:39:39.184
I get into conversations with potential

00:39:39.204 --> 00:39:40.385
clients and clients sometimes,

00:39:40.425 --> 00:39:41.967
and they think their problem is a thing.

00:39:42.427 --> 00:39:43.628
And then I start asking questions,

00:39:43.648 --> 00:39:44.949
and it turns out to be another thing.

00:39:44.969 --> 00:39:46.550
And that's scary because you're like,

00:39:46.610 --> 00:39:46.971
well, no,

00:39:47.072 --> 00:39:48.592
I called you to solve this thing.

00:39:49.112 --> 00:39:49.773
It's not a problem.

00:39:50.373 --> 00:39:51.074
Right.

00:39:51.175 --> 00:39:52.315
It looks like that problem.

00:39:52.396 --> 00:39:53.737
It walks like it, talks like it.

00:39:53.876 --> 00:39:54.998
I'm a symptom of that problem,

00:39:55.018 --> 00:39:55.699
but it's not a problem.

00:39:55.719 --> 00:39:55.858
Correct.

00:39:56.936 --> 00:39:57.496
Yeah.

00:39:57.757 --> 00:39:58.818
So a lot of this has to do

00:39:58.838 --> 00:40:00.179
with like psychology.

00:40:00.679 --> 00:40:02.280
So did we decide what would actually

00:40:02.320 --> 00:40:04.001
happen if a healthcare company truly,

00:40:04.201 --> 00:40:06.702
madly, deeply, Savage Garden reference,

00:40:07.443 --> 00:40:09.204
acted like a media company for ninety

00:40:09.224 --> 00:40:09.545
days?

00:40:09.784 --> 00:40:11.226
I don't think that there could be a

00:40:11.306 --> 00:40:12.405
net loss, right?

00:40:12.465 --> 00:40:13.067
If you did it.

00:40:14.527 --> 00:40:15.847
Here's where I think people get lost.

00:40:16.708 --> 00:40:18.289
I have to act like a media company

00:40:18.849 --> 00:40:19.871
for ninety days.

00:40:20.010 --> 00:40:21.992
Let's say the number and Tony's been doing

00:40:22.032 --> 00:40:22.271
this.

00:40:22.893 --> 00:40:23.512
I have to produce.

00:40:24.072 --> 00:40:24.494
Tony.

00:40:25.478 --> 00:40:26.538
Not Tony's company.

00:40:27.378 --> 00:40:30.380
Tony has been making ten pieces of content

00:40:30.460 --> 00:40:30.860
a day.

00:40:31.460 --> 00:40:33.360
I don't think I've ever seen Tony use

00:40:33.420 --> 00:40:35.141
Canva.

00:40:35.222 --> 00:40:36.802
Nothing is generic.

00:40:37.742 --> 00:40:37.983
Also,

00:40:38.043 --> 00:40:39.643
nothing is a hundred percent polished.

00:40:40.184 --> 00:40:42.764
His stuff's good.

00:40:43.326 --> 00:40:45.005
But if you looked at it... Yeah, Tony.

00:40:45.126 --> 00:40:46.367
Yeah, you.

00:40:47.409 --> 00:40:48.869
If you looked at it and you had

00:40:48.909 --> 00:40:49.990
to show the CEO,

00:40:50.170 --> 00:40:51.632
you'd stand outside the CEO's office and

00:40:51.672 --> 00:40:52.293
be like, oh,

00:40:52.373 --> 00:40:53.373
the CEO's not going to like this.

00:40:53.393 --> 00:40:54.054
It doesn't look great.

00:40:54.074 --> 00:40:54.994
It doesn't look polished.

00:40:55.655 --> 00:40:57.335
And then Tony's like, I don't know, man.

00:40:57.376 --> 00:40:59.297
I got a million views on my this.

00:41:00.338 --> 00:41:01.980
And Tony is not a team.

00:41:02.519 --> 00:41:03.601
And if Tony can do it,

00:41:04.461 --> 00:41:07.003
why can't a team of three?

00:41:07.143 --> 00:41:08.043
Here's the thing I would do.

00:41:08.083 --> 00:41:08.824
If I ran into the room,

00:41:08.864 --> 00:41:09.744
I was like, okay, team,

00:41:10.126 --> 00:41:10.786
we're going to act like it.

00:41:11.085 --> 00:41:12.166
And the people in the room are probably

00:41:12.186 --> 00:41:12.266
like,

00:41:12.547 --> 00:41:14.429
I'm used to doing two a day or

00:41:14.869 --> 00:41:15.570
four a week.

00:41:17.144 --> 00:41:17.385
Why?

00:41:17.465 --> 00:41:17.985
Yes, Tony,

00:41:18.085 --> 00:41:19.306
I would only show the CEO the view

00:41:19.346 --> 00:41:20.686
counts.

00:41:20.746 --> 00:41:21.945
That's what I used to do.

00:41:22.527 --> 00:41:23.567
I used to tell in radio,

00:41:23.586 --> 00:41:24.806
I would tell my staff, hey,

00:41:25.106 --> 00:41:25.907
we're doing this.

00:41:26.907 --> 00:41:27.907
And I do this move where I look

00:41:27.947 --> 00:41:28.208
around.

00:41:29.228 --> 00:41:30.349
We're going to do it this way.

00:41:30.429 --> 00:41:31.889
And we're just not going to tell anybody.

00:41:31.989 --> 00:41:33.670
And we're all going to show them the

00:41:33.730 --> 00:41:34.150
results.

00:41:34.989 --> 00:41:35.809
And you have to like,

00:41:36.090 --> 00:41:37.351
you're putting yourself out there.

00:41:38.777 --> 00:41:40.838
Except if you do it the other way,

00:41:40.858 --> 00:41:42.077
you're still putting yourself out there,

00:41:42.097 --> 00:41:43.677
but you don't have any of your actual

00:41:43.717 --> 00:41:44.057
control.

00:41:44.077 --> 00:41:45.378
Exactly.

00:41:45.398 --> 00:41:46.759
Like your name's on the door.

00:41:47.039 --> 00:41:48.480
If you do it the bullshit way and

00:41:48.500 --> 00:41:49.000
get fired,

00:41:49.099 --> 00:41:51.460
wouldn't you be infinitely pissed and be

00:41:51.500 --> 00:41:54.081
like, why don't you do it your way?

00:41:54.121 --> 00:41:55.981
Safe's dangerous.

00:41:56.001 --> 00:41:56.581
Safe's dangerous.

00:41:56.942 --> 00:41:59.021
So here's what I would say.

00:41:59.182 --> 00:42:00.902
If you actually walked into your team and

00:42:00.922 --> 00:42:01.083
said,

00:42:01.123 --> 00:42:02.362
we need to act like a media company.

00:42:02.463 --> 00:42:03.864
We need to produce ten pieces of content

00:42:03.884 --> 00:42:04.184
today.

00:42:04.364 --> 00:42:04.864
Breathe.

00:42:08.005 --> 00:42:08.244
Breathe.

00:42:10.059 --> 00:42:11.300
I would do it in thirds.

00:42:11.820 --> 00:42:13.402
So I would break it down so it's

00:42:13.481 --> 00:42:14.121
not overwhelming.

00:42:14.262 --> 00:42:15.003
I get overwhelmed.

00:42:15.222 --> 00:42:16.463
I know I talk like I'm nuts.

00:42:17.224 --> 00:42:18.023
That overwhelms me.

00:42:18.143 --> 00:42:20.166
I know you listening to me overwhelms you.

00:42:20.346 --> 00:42:21.005
It overwhelms me.

00:42:21.786 --> 00:42:22.507
But I would break it down.

00:42:23.313 --> 00:42:23.534
Okay.

00:42:24.074 --> 00:42:24.574
Number one,

00:42:24.775 --> 00:42:27.056
we're not going to start for a week.

00:42:27.715 --> 00:42:29.956
We're going to think for a week.

00:42:30.077 --> 00:42:30.797
Okay.

00:42:30.918 --> 00:42:32.599
And then it's not going to be ninety

00:42:32.619 --> 00:42:32.918
days.

00:42:33.179 --> 00:42:35.000
We're going to do three thirty day

00:42:35.099 --> 00:42:35.659
increments.

00:42:36.320 --> 00:42:39.041
The first thirty days we're allowed to do

00:42:39.362 --> 00:42:39.961
anything we want.

00:42:41.262 --> 00:42:42.483
We're going to whiteboard in the next

00:42:42.523 --> 00:42:43.704
seven days of.

00:42:45.184 --> 00:42:46.644
We're just going to all separately go on

00:42:46.684 --> 00:42:47.806
social media, not in the same room.

00:42:49.335 --> 00:42:51.036
And just show me what you like or

00:42:51.056 --> 00:42:51.657
what's interesting.

00:42:51.797 --> 00:42:53.179
And then we're going to go thing you

00:42:53.219 --> 00:42:54.500
like, what we are.

00:42:55.161 --> 00:42:56.101
Is there a good straight line?

00:42:56.402 --> 00:42:58.043
If there's not, that's cool, but it's out.

00:42:58.724 --> 00:43:01.387
And we're going to come down to ten.

00:43:01.827 --> 00:43:02.487
Just picking a number.

00:43:02.788 --> 00:43:03.628
Ten formats.

00:43:05.271 --> 00:43:07.152
So now I need you to run the

00:43:07.172 --> 00:43:08.853
playbook for the first thirty days.

00:43:10.175 --> 00:43:13.119
One piece of content in ten formats.

00:43:14.123 --> 00:43:14.923
We have our ten.

00:43:15.083 --> 00:43:16.224
We know what it looks like.

00:43:16.804 --> 00:43:18.224
Your job every day is to just go

00:43:18.244 --> 00:43:20.746
to that board with the ten formats and

00:43:20.786 --> 00:43:23.047
draw a line to us today that was

00:43:23.106 --> 00:43:24.146
different than yesterday.

00:43:24.427 --> 00:43:24.927
That's it.

00:43:26.128 --> 00:43:27.447
We do that for thirty days.

00:43:28.009 --> 00:43:28.688
Then we pause.

00:43:29.469 --> 00:43:30.590
Then we look.

00:43:30.650 --> 00:43:31.570
What worked.

00:43:31.610 --> 00:43:32.170
What worked.

00:43:32.429 --> 00:43:32.989
Bell curve it.

00:43:33.230 --> 00:43:33.389
Hey,

00:43:33.550 --> 00:43:34.791
some of it's going to be dog shit.

00:43:35.914 --> 00:43:37.014
some of it's going to pop and the

00:43:37.034 --> 00:43:38.735
best part is you're in the beginning

00:43:39.096 --> 00:43:41.777
you're not going to know which ones so

00:43:41.838 --> 00:43:43.719
have fun with it and like place bets

00:43:44.280 --> 00:43:46.141
right like place bets which ones do you

00:43:46.161 --> 00:43:50.003
think are going to pop and then let's

00:43:50.023 --> 00:43:51.324
truly say it's a bell curve and i'm

00:43:51.344 --> 00:43:53.427
not good with math but let's say three

00:43:53.507 --> 00:43:58.831
suck three are great three are mediocre i

00:43:58.851 --> 00:44:00.891
know that's nine let's say four are great

00:44:00.972 --> 00:44:01.552
four right

00:44:02.472 --> 00:44:06.094
You throw out six, replace it with six.

00:44:06.353 --> 00:44:10.737
Now you have four solid things.

00:44:11.797 --> 00:44:13.478
So, forty percent is sort of like,

00:44:13.679 --> 00:44:14.599
these are really good.

00:44:14.659 --> 00:44:15.960
These are three hundred hitters.

00:44:17.280 --> 00:44:18.121
Out of these six,

00:44:18.541 --> 00:44:22.423
if we get two more, we now got.

00:44:22.923 --> 00:44:23.085
So,

00:44:23.324 --> 00:44:24.746
I would do it in thirds and I

00:44:24.766 --> 00:44:25.606
would do it again.

00:44:25.766 --> 00:44:27.766
And then I'd pause and do exactly what

00:44:27.806 --> 00:44:28.268
Tony said,

00:44:28.288 --> 00:44:29.989
which is I just look at the view

00:44:30.028 --> 00:44:30.309
counts.

00:44:31.791 --> 00:44:32.472
We did a thing.

00:44:32.791 --> 00:44:33.652
Here's what it produced.

00:44:34.952 --> 00:44:37.273
As long as you say, like, just pause.

00:44:37.594 --> 00:44:38.693
I don't need you to think of the

00:44:38.713 --> 00:44:41.514
entire campaign.

00:44:41.554 --> 00:44:42.496
Just pause and be like,

00:44:42.536 --> 00:44:44.016
we're going to do these ten things.

00:44:44.175 --> 00:44:45.036
We looked at a hundred.

00:44:45.757 --> 00:44:46.777
These are the best ten.

00:44:47.077 --> 00:44:49.237
Guys, we don't make great decisions.

00:44:49.538 --> 00:44:51.619
We make the best decision with what is

00:44:51.659 --> 00:44:52.079
available.

00:44:52.418 --> 00:44:53.699
That's why my dad was saying,

00:44:54.000 --> 00:44:54.780
you're in a car.

00:44:55.019 --> 00:44:56.041
It goes off the road.

00:44:56.081 --> 00:44:56.780
It's in a lake.

00:44:57.673 --> 00:44:58.355
what do you do?

00:44:58.715 --> 00:44:59.675
And I'm like, get out.

00:44:59.715 --> 00:45:00.896
He's like,

00:45:00.916 --> 00:45:02.657
the door is stuck because the water

00:45:02.699 --> 00:45:03.018
pressure.

00:45:03.039 --> 00:45:04.019
And I'm like, roll the window down.

00:45:04.239 --> 00:45:04.539
He's like,

00:45:04.639 --> 00:45:06.161
it's an electric window and the battery's

00:45:06.181 --> 00:45:06.342
dead.

00:45:06.382 --> 00:45:07.222
I'm like, I don't.

00:45:07.242 --> 00:45:08.063
And he's like,

00:45:08.083 --> 00:45:10.425
you wait till the car fills up when

00:45:10.445 --> 00:45:12.186
the pressure is equal on both sides and

00:45:12.226 --> 00:45:12.867
then you get out.

00:45:12.887 --> 00:45:14.309
And then you get out.

00:45:14.409 --> 00:45:14.608
Oh yeah.

00:45:14.628 --> 00:45:14.849
Okay.

00:45:14.929 --> 00:45:17.130
Or you get one of those tools,

00:45:17.170 --> 00:45:18.052
but you would have had to thought of

00:45:18.072 --> 00:45:18.693
that in advance.

00:45:19.530 --> 00:45:20.050
Correct.

00:45:20.431 --> 00:45:23.672
And you can only plan for so much,

00:45:24.032 --> 00:45:24.351
guys.

00:45:24.751 --> 00:45:26.432
So when someone says, act like a media,

00:45:26.472 --> 00:45:27.572
when me, when I say this,

00:45:27.612 --> 00:45:28.273
I've said this before.

00:45:28.333 --> 00:45:29.012
Tony said this before.

00:45:29.052 --> 00:45:29.474
Dave said this.

00:45:29.534 --> 00:45:30.233
Everybody said this before.

00:45:30.813 --> 00:45:31.974
Gary Vee said this until he's blue in

00:45:31.994 --> 00:45:32.273
the face.

00:45:32.373 --> 00:45:33.213
Act like a media company.

00:45:34.474 --> 00:45:36.974
Make it a sprint for thirty days because

00:45:37.436 --> 00:45:37.856
companies,

00:45:38.056 --> 00:45:39.976
if you're a marketing person or you are

00:45:39.996 --> 00:45:42.237
the CEO, it's digestible.

00:45:43.016 --> 00:45:44.416
It's controllable.

00:45:44.456 --> 00:45:45.538
I know ninety days feels like a long

00:45:45.597 --> 00:45:45.777
time,

00:45:45.797 --> 00:45:46.757
but like ninety days is going to come

00:45:46.777 --> 00:45:47.018
and go.

00:45:48.896 --> 00:45:51.378
And if hope and prayer is how you

00:45:51.518 --> 00:45:53.280
reach your goal in ninety days,

00:45:53.440 --> 00:45:54.179
I got to be honest with you,

00:45:54.280 --> 00:45:55.840
that way feels more controllable,

00:45:55.981 --> 00:45:57.581
even if it's under even if it's out

00:45:57.601 --> 00:45:57.981
of control.

00:45:58.222 --> 00:45:59.443
So that's what I would do in ninety

00:45:59.463 --> 00:45:59.742
days.

00:46:00.023 --> 00:46:01.603
I break it into thirds and I would

00:46:01.623 --> 00:46:02.885
say the number is ten.

00:46:03.045 --> 00:46:04.505
We're producing ten pieces a day,

00:46:05.045 --> 00:46:06.686
one piece, one format.

00:46:07.266 --> 00:46:07.547
Right.

00:46:07.728 --> 00:46:08.668
We do it for a third.

00:46:08.768 --> 00:46:09.309
We review.

00:46:09.568 --> 00:46:10.789
We throw out everything that sucks.

00:46:10.969 --> 00:46:11.730
We keep what's great.

00:46:11.769 --> 00:46:12.389
We do it again.

00:46:12.590 --> 00:46:13.170
We do it again.

00:46:13.590 --> 00:46:15.711
Hey, guys, that's what I did in media,

00:46:15.791 --> 00:46:16.893
in radio for fifteen years.

00:46:18.851 --> 00:46:20.010
Did I ever tell you about low ride

00:46:20.110 --> 00:46:20.271
out?

00:46:21.431 --> 00:46:21.831
No.

00:46:21.851 --> 00:46:24.413
This is a brilliant idea that I stole.

00:46:25.152 --> 00:46:26.112
I'm going to look deep into your eyes

00:46:26.132 --> 00:46:26.353
right now.

00:46:27.494 --> 00:46:28.893
All of my good ideas are stolen.

00:46:28.914 --> 00:46:32.235
Actually, no,

00:46:32.315 --> 00:46:35.777
I've had a few of good ideas.

00:46:36.177 --> 00:46:36.936
Borrow ideas,

00:46:36.996 --> 00:46:38.617
but I feel like you've had some ideas

00:46:38.637 --> 00:46:39.597
that were not borrowed.

00:46:40.134 --> 00:46:42.175
So Disney's low ride out is brilliant.

00:46:42.474 --> 00:46:43.695
Have you been to a Disney park,

00:46:43.715 --> 00:46:44.815
Disney world, Disneyland?

00:46:45.054 --> 00:46:45.976
We went a few months ago.

00:46:46.436 --> 00:46:46.695
Okay.

00:46:47.615 --> 00:46:49.297
What is a Disney ticket ballparking for

00:46:49.336 --> 00:46:50.556
me?

00:46:50.637 --> 00:46:51.077
Jesus.

00:46:51.277 --> 00:46:53.777
It was a lot of money for four

00:46:53.797 --> 00:46:55.097
of us to go.

00:46:56.338 --> 00:46:57.818
It was like fifteen hundred dollars for

00:46:57.838 --> 00:46:58.818
the four of us to go for three

00:46:58.858 --> 00:46:59.079
days.

00:46:59.539 --> 00:46:59.619
Woo.

00:46:59.639 --> 00:47:00.420
Okay.

00:47:01.840 --> 00:47:02.079
Got it.

00:47:02.360 --> 00:47:02.719
For one.

00:47:02.800 --> 00:47:03.860
But that wasn't like the hopper.

00:47:03.920 --> 00:47:04.621
Those are even more.

00:47:04.681 --> 00:47:04.920
We didn't.

00:47:04.940 --> 00:47:05.221
Yeah.

00:47:05.240 --> 00:47:06.601
Then you got to buy the fast pass.

00:47:06.621 --> 00:47:06.701
Yeah.

00:47:07.521 --> 00:47:08.121
Yeah.

00:47:09.192 --> 00:47:13.195
But here's the thing, we've all seen this.

00:47:13.215 --> 00:47:15.199
You go into Disney and it's just,

00:47:15.239 --> 00:47:16.260
you can go wherever you want, right?

00:47:16.280 --> 00:47:17.561
Your only thing is time.

00:47:17.601 --> 00:47:18.461
Like that's why everybody gets there at

00:47:18.481 --> 00:47:19.543
the buck crack of dawn because you're

00:47:19.563 --> 00:47:21.144
like, it's time.

00:47:21.304 --> 00:47:21.985
Yeah, rope drop.

00:47:22.246 --> 00:47:23.086
So now you can go.

00:47:23.547 --> 00:47:24.889
You can go on any ride you want.

00:47:25.190 --> 00:47:26.331
You just got to wait in line.

00:47:27.391 --> 00:47:29.494
Popular line, popular ride, longer line.

00:47:30.389 --> 00:47:32.150
Less popular ride, shorter line.

00:47:32.630 --> 00:47:33.311
Doesn't matter.

00:47:33.490 --> 00:47:35.811
But did you notice hiding in plain sight

00:47:36.592 --> 00:47:39.574
was a customer survey and you took it

00:47:39.954 --> 00:47:41.014
every time you went on a ride?

00:47:41.034 --> 00:47:44.856
Did you notice it?

00:47:45.096 --> 00:47:45.655
Let's see.

00:47:45.715 --> 00:47:46.637
You're stumping me.

00:47:46.717 --> 00:47:50.338
It looks like this.

00:47:50.938 --> 00:47:52.398
Every time we...

00:47:52.498 --> 00:47:53.978
Or when we swiped our fast lane.

00:47:54.500 --> 00:47:55.440
It's the turnstile.

00:47:55.739 --> 00:47:55.980
Right.

00:47:57.320 --> 00:47:58.440
There's a turnstile.

00:47:58.840 --> 00:47:59.541
Why?

00:47:59.661 --> 00:47:59.981
Why?

00:48:01.188 --> 00:48:01.829
They're counting.

00:48:02.889 --> 00:48:06.570
If your only limitation on what you can

00:48:06.610 --> 00:48:07.731
do is time,

00:48:08.052 --> 00:48:10.273
now time becomes the precious resource.

00:48:10.293 --> 00:48:10.612
I don't know.

00:48:10.632 --> 00:48:11.494
It opens at seven a.m.

00:48:11.514 --> 00:48:12.273
It closes at midnight.

00:48:12.313 --> 00:48:12.793
I'm making that up.

00:48:12.833 --> 00:48:13.594
I don't know, but whatever.

00:48:15.103 --> 00:48:17.242
So Disney is also looking at finite

00:48:17.262 --> 00:48:17.523
things.

00:48:17.623 --> 00:48:19.684
Let's say Disney owns thirty thousand

00:48:19.744 --> 00:48:20.804
acres in Florida.

00:48:20.923 --> 00:48:21.884
I don't know, but whatever.

00:48:22.284 --> 00:48:23.644
And they just can't build anymore.

00:48:24.065 --> 00:48:24.324
Also,

00:48:24.344 --> 00:48:25.605
like you can't build a park that's so

00:48:25.644 --> 00:48:26.465
big that you can't traverse.

00:48:26.644 --> 00:48:27.666
That's why they start building different

00:48:27.706 --> 00:48:28.666
parks that you hop to.

00:48:28.965 --> 00:48:31.485
But in Magic Kingdom or whatever,

00:48:31.525 --> 00:48:33.166
that Epcot Center or wherever that is like

00:48:33.427 --> 00:48:34.146
in that park,

00:48:34.206 --> 00:48:35.407
it could only sort of be so big

00:48:35.447 --> 00:48:36.967
before it's like just too big.

00:48:37.027 --> 00:48:37.228
Right.

00:48:38.668 --> 00:48:40.148
Then how do you make room for a

00:48:40.208 --> 00:48:40.847
new ride?

00:48:42.028 --> 00:48:43.548
Like physically, where do you put it?

00:48:44.541 --> 00:48:46.503
So their concept was low ride out.

00:48:47.324 --> 00:48:49.867
So I could stand at rope drop or

00:48:49.947 --> 00:48:52.731
I could stand at the exit line after

00:48:53.032 --> 00:48:54.434
the fireworks thing and say,

00:48:54.873 --> 00:48:56.376
what's your favorite ride and what's your

00:48:56.456 --> 00:48:57.376
least favorite ride?

00:48:58.378 --> 00:49:03.443
And you will get bad data because even

00:49:03.503 --> 00:49:03.804
though

00:49:05.612 --> 00:49:07.693
The teacups is the least ridden ride.

00:49:07.713 --> 00:49:09.074
I'm just knocking on teacups.

00:49:09.713 --> 00:49:11.936
People nostalgically would never say that

00:49:11.976 --> 00:49:13.657
because I don't want to be the reason

00:49:13.697 --> 00:49:14.817
the teacups goes away.

00:49:15.077 --> 00:49:15.717
Small world.

00:49:16.177 --> 00:49:17.918
The small world after all, everybody.

00:49:18.199 --> 00:49:19.019
Been there forever.

00:49:19.360 --> 00:49:20.099
Been there forever.

00:49:20.581 --> 00:49:22.262
But at some point,

00:49:22.342 --> 00:49:26.043
something has to go or else they can't.

00:49:26.543 --> 00:49:29.385
iterate this is the argonaut theory too

00:49:29.425 --> 00:49:31.045
like the whole if i have a boat

00:49:31.105 --> 00:49:32.826
and i replace one board on it every

00:49:32.865 --> 00:49:35.206
day after ten thousand days is it a

00:49:35.286 --> 00:49:37.887
new boat because it's all new wood but

00:49:38.027 --> 00:49:40.507
it's been changed over time so low ride

00:49:40.648 --> 00:49:43.409
out is brilliant right i've got a format

00:49:43.429 --> 00:49:44.068
that's working

00:49:46.440 --> 00:49:48.481
If I'm testing ten formats,

00:49:49.161 --> 00:49:50.541
I can now see it was my best

00:49:50.581 --> 00:49:51.123
performing,

00:49:51.463 --> 00:49:53.224
and now it's my fifth best performing,

00:49:53.523 --> 00:49:55.264
and now it's my eighth best performing.

00:49:55.864 --> 00:49:56.666
It needs to go.

00:49:56.945 --> 00:49:58.407
So I would say after your first ninety

00:49:58.447 --> 00:49:58.867
days,

00:49:59.768 --> 00:50:01.989
you don't have to overhaul and drop four

00:50:02.048 --> 00:50:03.068
or six or ten.

00:50:03.670 --> 00:50:03.829
One.

00:50:05.170 --> 00:50:07.632
The lowest performing format goes away,

00:50:07.952 --> 00:50:08.873
put it on the shelf.

00:50:09.753 --> 00:50:10.594
It was good once.

00:50:11.498 --> 00:50:12.340
I don't know if you know a little

00:50:12.360 --> 00:50:13.179
thing about fashion.

00:50:13.199 --> 00:50:15.081
I'm sort of a fashionista, Andrea.

00:50:15.661 --> 00:50:18.425
But bell bottoms were once the shit.

00:50:19.144 --> 00:50:20.967
And then they became shitty.

00:50:21.547 --> 00:50:22.728
And then they became the shit again.

00:50:22.748 --> 00:50:23.668
And then they became shitty.

00:50:24.128 --> 00:50:25.550
And I got a prediction for you, Andrea.

00:50:26.710 --> 00:50:28.092
Bell bottoms will make a return.

00:50:28.411 --> 00:50:28.632
Why?

00:50:28.873 --> 00:50:29.974
Because there's only so many things you

00:50:29.994 --> 00:50:30.534
can do with pants.

00:50:30.554 --> 00:50:31.315
Have they even gone?

00:50:32.155 --> 00:50:32.715
I don't know.

00:50:32.876 --> 00:50:34.978
I wear the same pants as I did

00:50:35.018 --> 00:50:35.557
five years ago.

00:50:36.518 --> 00:50:38.820
But I think people are overcomplicating

00:50:38.880 --> 00:50:38.940
it.

00:50:39.920 --> 00:50:41.621
I think they're measuring themselves

00:50:41.661 --> 00:50:43.882
against the Kardashians or whoever.

00:50:44.463 --> 00:50:46.742
And that's the same.

00:50:46.782 --> 00:50:48.164
I'll use rehab terms.

00:50:48.623 --> 00:50:53.226
If you trained like Patrick Mahomes as a

00:50:53.286 --> 00:50:54.166
thirteen-year-old,

00:50:54.786 --> 00:50:57.726
you have to ask what Patrick Mahomes was

00:50:57.766 --> 00:50:58.768
doing at thirteen,

00:50:59.088 --> 00:51:02.528
not what he's doing at twenty-nine.

00:51:02.548 --> 00:51:05.030
So that's what I would do.

00:51:05.269 --> 00:51:06.389
That's my job interview.

00:51:06.951 --> 00:51:07.710
I should just clip that.

00:51:08.556 --> 00:51:09.637
If I worked for your company,

00:51:09.818 --> 00:51:10.639
here's what I would do.

00:51:11.018 --> 00:51:12.099
That, what I just said.

00:51:12.561 --> 00:51:13.422
I don't even care where you are.

00:51:13.442 --> 00:51:17.585
I don't want to give generic advice,

00:51:17.606 --> 00:51:19.027
but that's what you should be doing.

00:51:19.688 --> 00:51:20.250
I got news for you.

00:51:20.409 --> 00:51:22.431
That's kind of all you can do.

00:51:22.492 --> 00:51:23.452
Right.

00:51:23.472 --> 00:51:24.735
Or you just take loon shots,

00:51:24.795 --> 00:51:25.496
which I don't know.

00:51:26.135 --> 00:51:28.059
I'm a crazy loon shot kind of guy,

00:51:29.000 --> 00:51:29.199
but...

00:51:30.606 --> 00:51:31.346
I don't know.

00:51:31.365 --> 00:51:32.327
Who was selling insurance?

00:51:32.407 --> 00:51:33.248
Am I selling insurance?

00:51:33.708 --> 00:51:34.307
I'm not sure, Tony.

00:51:34.407 --> 00:51:34.869
What does that mean?

00:51:34.889 --> 00:51:35.608
Am I selling insurance?

00:51:35.668 --> 00:51:36.630
I don't think I can sell insurance.

00:51:36.670 --> 00:51:37.550
I don't think I can sell anything,

00:51:37.570 --> 00:51:38.170
to be honest with you.

00:51:38.951 --> 00:51:40.092
I've done a little bit of sales.

00:51:40.692 --> 00:51:43.393
I hated it.

00:51:43.474 --> 00:51:44.675
Because I don't want to sell anything.

00:51:44.795 --> 00:51:46.295
I want to connect with people,

00:51:46.516 --> 00:51:48.157
which is ironically how you sell things.

00:51:48.697 --> 00:51:50.137
But I'm typically measured about how many

00:51:50.257 --> 00:51:51.619
units I move and how many connections I

00:51:51.659 --> 00:51:54.161
made.

00:51:54.800 --> 00:51:55.702
The pipeline.

00:51:55.722 --> 00:51:55.802
Yeah.

00:51:56.202 --> 00:51:56.581
All right.

00:51:56.842 --> 00:51:58.983
So to review, who's doing it real well?

00:51:59.244 --> 00:51:59.503
Aerie?

00:52:00.271 --> 00:52:04.351
outlawing all ai everything you see models

00:52:04.391 --> 00:52:06.512
clothing everything you see one hundred

00:52:06.532 --> 00:52:08.713
percent real we don't use ai what was

00:52:08.733 --> 00:52:14.675
done poorly everybody else and then what's

00:52:14.735 --> 00:52:18.117
trending airy but doesn't matter now

00:52:18.137 --> 00:52:20.317
because ari went first now at best you

00:52:20.356 --> 00:52:22.577
are thirteenth place or sixty eighth place

00:52:22.697 --> 00:52:24.057
or one hundred and ninety second place and

00:52:24.077 --> 00:52:25.619
we don't know um

00:52:27.713 --> 00:52:29.195
So what is your parting shot for today?

00:52:29.215 --> 00:52:30.394
I feel like I talked a lot and

00:52:30.414 --> 00:52:31.295
I let Andrea talk a lot.

00:52:31.416 --> 00:52:31.715
It's okay.

00:52:31.755 --> 00:52:32.456
It's Monday morning.

00:52:32.735 --> 00:52:33.657
I haven't finished my coffee yet.

00:52:34.597 --> 00:52:37.938
My parting shot is use AI responsibly.

00:52:38.018 --> 00:52:42.739
So there is a place and a need

00:52:42.900 --> 00:52:45.882
and a benefit to use AI and it's

00:52:45.942 --> 00:52:50.043
not in your advertising.

00:52:50.123 --> 00:52:51.003
I think that's important.

00:52:53.295 --> 00:52:55.396
I think it's the shiny new toy.

00:52:55.958 --> 00:52:58.159
And people think this is the infinity

00:52:58.219 --> 00:53:00.802
gauntlet with all the stones from the

00:53:00.822 --> 00:53:01.304
Avengers.

00:53:02.445 --> 00:53:04.527
And it is tremendously powerful.

00:53:05.148 --> 00:53:07.190
And it could be tremendously bad, too.

00:53:07.530 --> 00:53:09.393
So yeah, I think, not to quote,

00:53:09.413 --> 00:53:10.213
but I feel like there's a lot of

00:53:10.273 --> 00:53:11.675
comic book references today.

00:53:11.735 --> 00:53:12.936
With great power comes great

00:53:12.976 --> 00:53:13.717
responsibility.

00:53:14.458 --> 00:53:16.119
And if you walk around with a hammer,

00:53:16.978 --> 00:53:18.099
everything you see is nails.

00:53:18.239 --> 00:53:19.539
And if you walk around with AI in

00:53:19.559 --> 00:53:20.021
your pocket,

00:53:20.101 --> 00:53:21.061
everything you see is whatever.

00:53:21.541 --> 00:53:26.523
I'm saying use it responsibly and ask

00:53:26.543 --> 00:53:28.023
yourself if it aligns to your values.

00:53:28.603 --> 00:53:30.204
Andrea, what's coming up with you?

00:53:30.224 --> 00:53:31.364
What are you writing about this week?

00:53:31.385 --> 00:53:32.646
Do you have any topics in mind or

00:53:32.666 --> 00:53:33.525
what are you working on this week?

00:53:33.545 --> 00:53:34.547
You don't have to be specific,

00:53:34.586 --> 00:53:35.106
just general.

00:53:35.588 --> 00:53:36.088
Well,

00:53:36.309 --> 00:53:37.690
I've gotten into this little trend of

00:53:37.750 --> 00:53:40.532
writing about AI in healthcare because

00:53:40.572 --> 00:53:43.492
it's so hot and so relevant to what

00:53:43.532 --> 00:53:46.454
I'm doing because I, surprisingly,

00:53:46.954 --> 00:53:47.556
based on what we're saying,

00:53:47.655 --> 00:53:49.295
I've been using AI a lot in my

00:53:49.376 --> 00:53:49.677
work,

00:53:50.117 --> 00:53:51.458
but I've been using it behind the scenes.

00:53:51.538 --> 00:53:55.079
I've been using it for data.

00:53:55.239 --> 00:53:56.639
I've been using it for workflows.

00:53:57.300 --> 00:53:59.782
I've been using it as a sparring partner

00:54:00.382 --> 00:54:02.603
for messaging and asking it to challenge

00:54:02.643 --> 00:54:03.704
me.

00:54:03.764 --> 00:54:05.005
That's what's on my...

00:54:05.525 --> 00:54:06.947
That feels responsibly.

00:54:06.987 --> 00:54:08.447
It feels like there's a human filter in

00:54:08.467 --> 00:54:09.009
the beginning.

00:54:09.449 --> 00:54:10.789
Have you ever heard of Ten Eighty Ten?

00:54:11.751 --> 00:54:12.990
No, I don't think I have.

00:54:13.010 --> 00:54:13.711
I'll do it real quick.

00:54:13.831 --> 00:54:15.974
Whenever I work on a project with an

00:54:16.014 --> 00:54:18.735
organization that's not internal,

00:54:18.755 --> 00:54:20.036
that I'm not internal to, actually,

00:54:20.056 --> 00:54:20.856
I still use it internally.

00:54:21.438 --> 00:54:22.097
We sit down.

00:54:22.637 --> 00:54:24.059
I'll use that example of becoming a media

00:54:24.079 --> 00:54:24.380
company.

00:54:24.659 --> 00:54:25.460
Okay, let's sit down.

00:54:26.351 --> 00:54:28.072
everybody blank dry erase board but i put

00:54:28.112 --> 00:54:30.072
in the middle here's the thing ten pieces

00:54:30.132 --> 00:54:33.195
per day ready and then we fill the

00:54:33.215 --> 00:54:35.255
board with everything good bad ugly no

00:54:35.275 --> 00:54:37.157
wrong no right answers no wrong answers

00:54:38.998 --> 00:54:40.458
then we wipe away everything that we're

00:54:40.478 --> 00:54:42.960
like absolutely not definitely include

00:54:43.019 --> 00:54:44.800
definitely don't include when we're done

00:54:44.820 --> 00:54:46.461
with that we're done with ten percent of

00:54:46.481 --> 00:54:46.942
the project

00:54:47.918 --> 00:54:48.759
Now you tell me,

00:54:48.978 --> 00:54:49.800
I just gave you the plan.

00:54:50.061 --> 00:54:51.762
Ten pieces a day, ten formats,

00:54:51.802 --> 00:54:53.885
which is one piece per format per day

00:54:53.905 --> 00:54:54.766
for the first thirty days.

00:54:54.786 --> 00:54:56.086
Then we're going to wipe out the crappy

00:54:56.188 --> 00:54:57.969
ones, keep everything, change,

00:54:58.170 --> 00:54:58.951
do it again, do it again.

00:54:59.811 --> 00:55:00.572
If I do that,

00:55:00.952 --> 00:55:02.614
do I need to knock on the CEO's

00:55:02.635 --> 00:55:04.516
door one time in the next ninety days?

00:55:04.536 --> 00:55:04.577
No.

00:55:08.054 --> 00:55:09.916
So that's that's eighty percent.

00:55:09.936 --> 00:55:11.137
So ten, eighty percent.

00:55:11.177 --> 00:55:12.378
We're at ninety percent.

00:55:12.880 --> 00:55:13.840
When that's done,

00:55:14.141 --> 00:55:15.461
the sitting down and going,

00:55:15.561 --> 00:55:16.262
here's what happens.

00:55:16.503 --> 00:55:17.885
That's the last ten percent because I

00:55:17.905 --> 00:55:18.865
don't know what what do we do on

00:55:18.905 --> 00:55:20.507
day ninety one.

00:55:20.567 --> 00:55:21.628
Right.

00:55:21.668 --> 00:55:23.250
My mind is we keep doing this because

00:55:23.269 --> 00:55:24.050
that's what we iterate.

00:55:24.992 --> 00:55:25.152
Right.

00:55:25.291 --> 00:55:26.112
What worked, what didn't.

00:55:26.193 --> 00:55:27.733
But that's ten, eighty, ten,

00:55:27.753 --> 00:55:29.255
because nobody wants me to go away.

00:55:30.518 --> 00:55:31.518
after our first meeting,

00:55:32.018 --> 00:55:33.398
what I'm doing is I'm letting them put

00:55:33.418 --> 00:55:36.081
their fingerprints on the first, last,

00:55:36.101 --> 00:55:37.460
but you can't walk in the middle of

00:55:37.501 --> 00:55:38.641
me shooting a scene and be like,

00:55:38.842 --> 00:55:40.003
let's make the thing blue.

00:55:40.043 --> 00:55:42.143
It's like, dude, you didn't see act one.

00:55:42.443 --> 00:55:44.425
Act one, it's called the red balloon.

00:55:44.485 --> 00:55:45.045
It can't be blue.

00:55:47.161 --> 00:55:49.682
But people love to pee on things or

00:55:49.722 --> 00:55:51.202
put their fingerprints on things.

00:55:51.262 --> 00:55:53.983
I like saying, I love the Frankenstein.

00:55:54.023 --> 00:55:55.824
Like, what if we, and I'm like,

00:55:56.005 --> 00:55:56.784
like Frankenstein.

00:55:56.804 --> 00:55:57.965
And they're like, what?

00:55:58.025 --> 00:55:58.865
This is Frankenstein.

00:55:58.885 --> 00:55:59.405
You're like, well,

00:55:59.465 --> 00:56:00.905
that's because we Frankensteined it.

00:56:01.146 --> 00:56:02.686
So nobody touches anything.

00:56:02.827 --> 00:56:04.327
You put the machine in motion in the

00:56:04.387 --> 00:56:05.367
middle, eighty percent.

00:56:05.827 --> 00:56:06.427
That's mine.

00:56:06.768 --> 00:56:07.389
I can change it.

00:56:07.668 --> 00:56:08.188
You can't.

00:56:09.244 --> 00:56:12.144
The last ten percent is usually it's

00:56:12.184 --> 00:56:13.206
before we release it.

00:56:13.425 --> 00:56:14.445
It's like, but you agreed.

00:56:15.186 --> 00:56:16.606
And this is good for when I work

00:56:16.708 --> 00:56:18.807
as a freelancer because it puts like

00:56:18.849 --> 00:56:19.409
phases.

00:56:19.708 --> 00:56:20.228
So everybody's like,

00:56:20.268 --> 00:56:21.710
I'm going to give you ten thousand dollars

00:56:21.730 --> 00:56:22.449
and you're just going to go do a

00:56:22.469 --> 00:56:22.630
thing.

00:56:22.650 --> 00:56:23.431
And I don't get to see it until

00:56:23.451 --> 00:56:23.871
it comes out.

00:56:24.130 --> 00:56:24.851
It's like, no,

00:56:24.971 --> 00:56:27.112
you I like to use food analogies for

00:56:27.152 --> 00:56:27.432
this one,

00:56:27.492 --> 00:56:28.873
which is like we went to the supermarket

00:56:28.893 --> 00:56:30.153
together and I told you everything.

00:56:30.173 --> 00:56:31.114
What does it need to feel like,

00:56:31.193 --> 00:56:31.735
smell like?

00:56:32.635 --> 00:56:33.554
And I go, if I can,

00:56:33.574 --> 00:56:34.795
you put all the ingredients in the cart,

00:56:34.876 --> 00:56:36.396
I will only cook from what's in the

00:56:36.436 --> 00:56:36.697
cart.

00:56:37.983 --> 00:56:38.923
I'm going to go cook though.

00:56:38.943 --> 00:56:40.425
You can't tell me what to cook.

00:56:40.445 --> 00:56:41.204
Can't tell me what to cook.

00:56:42.606 --> 00:56:43.585
And then at the end, I'm like,

00:56:43.646 --> 00:56:44.545
here's ten dishes.

00:56:44.626 --> 00:56:47.226
And you're like, I don't like these three.

00:56:47.286 --> 00:56:48.307
I'm like, three is okay.

00:56:48.427 --> 00:56:49.208
We'll toss those three.

00:56:49.228 --> 00:56:49.947
We still have seven.

00:56:50.108 --> 00:56:51.648
I'm okay because my goal was five.

00:56:52.088 --> 00:56:53.949
But I got seven across the finish line.

00:56:53.969 --> 00:56:54.690
That's a menu.

00:56:55.489 --> 00:56:57.331
But you can't touch it every step of

00:56:57.351 --> 00:56:57.710
the way.

00:56:58.811 --> 00:56:59.751
For my brain,

00:56:59.851 --> 00:57:01.791
but I think any projects don't work that

00:57:01.831 --> 00:57:02.032
way.

00:57:03.413 --> 00:57:04.172
Contractors are...

00:57:04.492 --> 00:57:06.032
Good contractors are very good at this,

00:57:06.074 --> 00:57:07.134
which is they show you the end.

00:57:08.637 --> 00:57:09.878
And then there's going to be, listen,

00:57:09.898 --> 00:57:10.639
I'm going to tear your wall down.

00:57:10.659 --> 00:57:11.581
There's going to be some shit in there

00:57:11.601 --> 00:57:12.902
that we're not going to be able to

00:57:12.922 --> 00:57:13.222
predict.

00:57:13.242 --> 00:57:14.923
Your house is nineteen thirty seven.

00:57:14.943 --> 00:57:17.085
We're going to have to pivot,

00:57:18.126 --> 00:57:20.409
but it's only ten percent at the end.

00:57:20.548 --> 00:57:22.070
It's like your house is still going to

00:57:22.090 --> 00:57:22.990
blah, blah, blah, blah, blah, blah.

00:57:23.030 --> 00:57:23.331
Got it.

00:57:23.572 --> 00:57:24.152
All right.

00:57:24.172 --> 00:57:26.554
So parting shot is use it appropriately

00:57:26.574 --> 00:57:27.295
with great power.

00:57:27.976 --> 00:57:30.057
AI comes great responsibility.

00:57:30.398 --> 00:57:32.159
Andrea, you can find her on LinkedIn.

00:57:32.909 --> 00:57:34.650
uh, writing about AI and healthcare.

00:57:34.851 --> 00:57:36.632
And she might be, uh,

00:57:36.652 --> 00:57:38.893
the person you hire next week to tell

00:57:38.934 --> 00:57:42.257
you that you are doing it wrong.

00:57:42.277 --> 00:57:43.378
That's it for this one.

00:57:43.657 --> 00:57:45.298
We're just getting warmed up.

00:57:45.798 --> 00:57:46.659
Smash follow,

00:57:46.719 --> 00:57:48.561
send it to a friend or crank up

00:57:48.581 --> 00:57:49.561
the next episode.

00:57:50.103 --> 00:57:51.083
Want to go deeper?

00:57:51.302 --> 00:57:55.346
It is at PG podcast.com or find us

00:57:55.427 --> 00:57:58.068
on YouTube and socials at PG podcast.

00:57:58.528 --> 00:58:00.789
And legally, none of this was advice.

00:58:00.871 --> 00:58:02.472
It's for entertainment purposes only.

00:58:04.269 --> 00:58:04.891
See, Keith?

00:58:05.050 --> 00:58:06.152
We read the script.

00:58:06.393 --> 00:58:07.054
Happy now?