Authenticity Beats Hospital Marketing

WEBVTT

00:00:00.949 --> 00:00:02.390
You're listening to the PG Pinecast,

00:00:02.529 --> 00:00:04.551
where smart people in healthcare come to

00:00:04.591 --> 00:00:05.351
make noise.

00:00:05.811 --> 00:00:10.192
Here's your host, Jimmy McKay.

00:00:10.212 --> 00:00:10.772
Here's the best part.

00:00:11.393 --> 00:00:11.792
Eventually,

00:00:11.813 --> 00:00:13.593
I'll just make a new and actual intro

00:00:13.614 --> 00:00:14.054
for us.

00:00:14.234 --> 00:00:15.955
So it's not just the generic podcast

00:00:16.035 --> 00:00:16.234
intro.

00:00:16.254 --> 00:00:17.035
Well, the thing is,

00:00:17.054 --> 00:00:18.094
you don't want to just run into a

00:00:18.114 --> 00:00:21.056
show and create all the elements and then

00:00:21.096 --> 00:00:21.977
three weeks later, you're like,

00:00:22.336 --> 00:00:22.876
this isn't great.

00:00:24.504 --> 00:00:25.986
wait till you do it a bunch of

00:00:26.025 --> 00:00:28.507
times before you do that so uh good

00:00:28.626 --> 00:00:30.367
rainy monday morning to you welcome to

00:00:30.408 --> 00:00:31.989
healthcare uh marketing doesn't work

00:00:32.048 --> 00:00:33.249
welcome to the show we break down real

00:00:33.289 --> 00:00:35.130
marketing stories behind uh from

00:00:35.170 --> 00:00:36.811
healthcare and beyond and we just want to

00:00:36.831 --> 00:00:39.212
steal the good elements i want not theory

00:00:39.271 --> 00:00:41.872
not buzzwords or hashtags i feel like

00:00:41.972 --> 00:00:44.975
andrea also dislikes hashtag holidays just

00:00:45.054 --> 00:00:46.915
real things companies tried people

00:00:46.996 --> 00:00:50.156
companies are spending millions upon

00:00:50.256 --> 00:00:51.137
millions of dollars

00:00:52.405 --> 00:00:54.109
testing out what works and what doesn't.

00:00:54.469 --> 00:00:55.049
Please,

00:00:55.530 --> 00:00:57.374
please recognize this for what it is.

00:00:57.774 --> 00:01:00.118
This is research that you can steal.

00:01:01.039 --> 00:01:02.741
Things from inside healthcare and outside

00:01:02.762 --> 00:01:04.183
healthcare to figure out what works and

00:01:04.224 --> 00:01:04.704
why it didn't.

00:01:05.646 --> 00:01:06.587
Because marketing doesn't work.

00:01:07.852 --> 00:01:09.855
until you understand why it does and

00:01:09.915 --> 00:01:10.195
doesn't.

00:01:10.236 --> 00:01:11.358
All right, so first story.

00:01:12.338 --> 00:01:14.382
We didn't talk about this, I don't think,

00:01:14.462 --> 00:01:16.704
but this was very difficult to miss if

00:01:16.745 --> 00:01:18.007
you were anywhere in marketing.

00:01:18.567 --> 00:01:19.549
McDonald's CEO.

00:01:19.730 --> 00:01:21.893
Two weeks ago, for a billion dollars,

00:01:22.033 --> 00:01:22.433
Andrea,

00:01:22.472 --> 00:01:24.816
could you have named the McDonald's CEO?

00:01:25.578 --> 00:01:27.640
No, I did not have.

00:01:27.900 --> 00:01:29.602
No, not have.

00:01:29.841 --> 00:01:30.123
Same.

00:01:31.203 --> 00:01:34.367
Chris Kempzinski posted the video

00:01:35.067 --> 00:01:36.328
promoting the,

00:01:36.509 --> 00:01:37.650
do you know what the sandwich is he

00:01:37.689 --> 00:01:38.210
was promoting?

00:01:38.930 --> 00:01:40.612
Like a fish sandwich or something?

00:01:40.692 --> 00:01:42.474
I don't even know what the sandwich is.

00:01:42.935 --> 00:01:43.896
It's just a new burger.

00:01:43.956 --> 00:01:45.298
It's called the Big Arch sandwich.

00:01:45.963 --> 00:01:46.944
Big Arch, yes.

00:01:47.064 --> 00:01:47.786
Okay, that's right.

00:01:48.266 --> 00:01:49.147
I was going to see like, well,

00:01:49.207 --> 00:01:50.370
all right, after all this hoopla,

00:01:50.390 --> 00:01:53.173
did we at least get some sandwich, sorry,

00:01:53.474 --> 00:01:55.495
product name recognition?

00:01:55.537 --> 00:01:56.798
Because several times during a little

00:01:56.817 --> 00:01:57.138
video,

00:01:57.659 --> 00:01:59.061
the internet noticed he kept calling it

00:01:59.221 --> 00:02:00.162
the product.

00:02:00.763 --> 00:02:03.066
And he took tiny...

00:02:04.707 --> 00:02:05.409
awkward,

00:02:06.530 --> 00:02:09.711
non-regular human being eating things

00:02:10.432 --> 00:02:11.373
sized bites.

00:02:12.655 --> 00:02:14.456
It looked like a proof of life video

00:02:14.657 --> 00:02:15.116
almost.

00:02:15.236 --> 00:02:15.997
Exactly.

00:02:16.298 --> 00:02:17.840
Like blink three times.

00:02:18.259 --> 00:02:19.061
So naturally,

00:02:19.100 --> 00:02:20.481
it must have also been a slow news

00:02:20.502 --> 00:02:22.824
day or we're just tired of politics or

00:02:22.864 --> 00:02:23.204
whatever.

00:02:23.625 --> 00:02:26.387
So the internet just grabbed it and was

00:02:26.467 --> 00:02:26.706
like,

00:02:26.867 --> 00:02:28.649
we're just going to drag you up and

00:02:28.669 --> 00:02:28.889
down.

00:02:29.009 --> 00:02:29.909
Memes exploded.

00:02:30.850 --> 00:02:33.436
of course other fast food brands jumped in

00:02:34.116 --> 00:02:35.819
and suddenly mcdonald's had a million

00:02:35.860 --> 00:02:38.585
dollars of free attention market watch

00:02:38.645 --> 00:02:40.808
estimating eighteen million dollars in

00:02:40.949 --> 00:02:41.991
earned media value

00:02:42.883 --> 00:02:44.305
So here's the question.

00:02:45.085 --> 00:02:47.186
Janet Jackson's nipple didn't accidentally

00:02:47.225 --> 00:02:47.626
pop out.

00:02:47.665 --> 00:02:48.126
I think we can,

00:02:48.145 --> 00:02:49.526
I think the statute of limitations,

00:02:50.507 --> 00:02:53.068
they had to know that this was something

00:02:53.207 --> 00:02:54.168
they had to know, right?

00:02:54.307 --> 00:02:56.449
There was this stage, like,

00:02:56.508 --> 00:02:57.650
where do you think this was?

00:02:57.669 --> 00:02:58.590
I don't think I've ever been in a

00:02:58.669 --> 00:03:01.510
large enough organization to see this

00:03:01.591 --> 00:03:03.551
happening, but like what happened here,

00:03:03.651 --> 00:03:05.151
Andrea, from your point of view?

00:03:05.211 --> 00:03:08.473
So it's the jury's still out.

00:03:08.554 --> 00:03:09.873
If they knew if it happened,

00:03:09.913 --> 00:03:11.854
if it was like, was this intentional?

00:03:13.132 --> 00:03:14.812
I think there's one camp that says yes,

00:03:14.893 --> 00:03:16.473
one camp that says no.

00:03:18.694 --> 00:03:22.676
Someone may have listened to a junior or

00:03:22.757 --> 00:03:25.979
brilliant marketer or PR person,

00:03:26.538 --> 00:03:27.778
and I don't know how it got through

00:03:27.879 --> 00:03:30.161
all of the rounds unless the person at

00:03:30.200 --> 00:03:33.421
the top making these decisions is really

00:03:33.481 --> 00:03:38.365
cool and trust their team.

00:03:38.384 --> 00:03:38.724
Yeah.

00:03:41.074 --> 00:03:42.536
Yeah, because there's so many...

00:03:43.657 --> 00:03:44.236
You know how this is.

00:03:44.317 --> 00:03:45.598
Even at smaller brands,

00:03:47.218 --> 00:03:49.061
we know how many checks and balances there

00:03:49.140 --> 00:03:49.320
are.

00:03:49.341 --> 00:03:50.942
And people be like, is this on brand?

00:03:50.981 --> 00:03:51.962
Should we do this?

00:03:51.983 --> 00:03:53.343
Does it deserve another edit?

00:03:53.704 --> 00:03:55.004
There's no way they put this guy in

00:03:55.044 --> 00:03:56.545
a live stream or something that looked

00:03:56.586 --> 00:03:58.167
like it was like, hey, everybody,

00:03:58.507 --> 00:03:59.367
this is just Chris.

00:03:59.407 --> 00:04:01.149
And I'm sitting in the McDonald's lab.

00:04:01.549 --> 00:04:03.050
Even the room he was sitting in from

00:04:03.090 --> 00:04:05.092
memory looked sterile.

00:04:06.103 --> 00:04:06.663
It did.

00:04:06.824 --> 00:04:07.163
And, you know,

00:04:07.425 --> 00:04:09.105
so I don't know their brand.

00:04:09.186 --> 00:04:11.168
Otherwise, I'm not a McDonald's consumer.

00:04:12.508 --> 00:04:15.211
If this was their brand, then cool.

00:04:15.290 --> 00:04:16.711
Let's put this guy out there and be

00:04:16.831 --> 00:04:17.213
awkward.

00:04:17.432 --> 00:04:18.994
But I don't think that's their brand.

00:04:19.855 --> 00:04:21.757
I don't think it is either.

00:04:22.197 --> 00:04:24.399
I think their brand is trying to be.

00:04:24.418 --> 00:04:24.858
I mean,

00:04:24.899 --> 00:04:26.399
if you've been in a McDonald's and I've

00:04:26.420 --> 00:04:27.620
been in less and less of them.

00:04:28.495 --> 00:04:29.516
in the last couple years,

00:04:29.576 --> 00:04:32.478
but I think their brand is good and

00:04:32.519 --> 00:04:33.040
clean.

00:04:34.740 --> 00:04:36.262
We're not trying to be the Starbucks of

00:04:36.322 --> 00:04:37.923
burgers because that would cost too much

00:04:37.963 --> 00:04:39.504
and that's not really what we are.

00:04:39.946 --> 00:04:41.007
That's what someone else can be.

00:04:41.346 --> 00:04:42.108
We're trying to be the cheaper

00:04:42.148 --> 00:04:42.567
alternative.

00:04:42.588 --> 00:04:43.569
We're going to be everywhere.

00:04:45.370 --> 00:04:48.252
He's in a room with a glass wall,

00:04:48.872 --> 00:04:50.714
very clean cabinets,

00:04:50.995 --> 00:04:52.596
just not restaurant-y.

00:04:53.276 --> 00:04:54.317
Look, carpeted floor.

00:04:54.598 --> 00:04:55.538
Would you want to eat there?

00:04:56.249 --> 00:04:56.750
No.

00:04:56.790 --> 00:04:58.451
Eat on carpeted floors, right?

00:04:58.492 --> 00:04:59.973
Like how many restaurants have you been to

00:04:59.994 --> 00:05:00.815
where there's carpeted floors?

00:05:01.096 --> 00:05:03.238
Things get spilled where human beings eat.

00:05:03.658 --> 00:05:06.403
He's holding it like it's the new iPhone

00:05:06.423 --> 00:05:07.084
in a box.

00:05:08.591 --> 00:05:09.793
The fries are positioned.

00:05:09.812 --> 00:05:11.574
There's no way this is real in my

00:05:11.713 --> 00:05:12.454
in my opinion.

00:05:12.475 --> 00:05:14.877
No, you know, maybe they took it.

00:05:15.036 --> 00:05:17.579
They took the advice of like overproduced

00:05:17.678 --> 00:05:18.358
doesn't work.

00:05:18.418 --> 00:05:20.180
Make it real and raw to the extreme

00:05:20.300 --> 00:05:22.002
without guidelines.

00:05:22.021 --> 00:05:22.642
So what this is.

00:05:22.942 --> 00:05:25.024
So why does awkward content spread faster

00:05:25.043 --> 00:05:25.944
than polished,

00:05:26.204 --> 00:05:28.326
slick Marvel quality movie stuff?

00:05:30.185 --> 00:05:30.925
Are you asking me?

00:05:32.225 --> 00:05:32.485
Yeah.

00:05:32.545 --> 00:05:37.166
So I think it's because commercials used

00:05:37.187 --> 00:05:39.187
to be polished and have to have a

00:05:39.228 --> 00:05:40.767
big budget and all of that.

00:05:40.887 --> 00:05:43.069
We're sort of in this time now where

00:05:43.509 --> 00:05:45.769
social media is not polished.

00:05:45.810 --> 00:05:47.951
It's real and it's raw, right?

00:05:47.990 --> 00:05:49.290
And that's where people are spending their

00:05:49.331 --> 00:05:50.932
time and what they're paying attention to.

00:05:52.552 --> 00:05:54.793
this i think was supposed to say

00:05:55.033 --> 00:05:57.913
authenticity like this is who we are look

00:05:57.934 --> 00:05:59.954
at us we have our ceo he's a

00:06:00.035 --> 00:06:02.836
normal guy and he's eating this burger so

00:06:02.896 --> 00:06:05.358
if he's awkward just make him present him

00:06:05.418 --> 00:06:06.838
as is you're never going to make that

00:06:06.877 --> 00:06:09.399
guy cool maybe that's not the point the

00:06:09.439 --> 00:06:10.860
point was just like here he is and

00:06:10.879 --> 00:06:12.740
then can we get again from market watch

00:06:12.821 --> 00:06:14.581
eighteen million dollars in earned media

00:06:14.622 --> 00:06:18.843
value if a hospital ceo did this would

00:06:18.882 --> 00:06:20.303
it work or be a disaster

00:06:20.757 --> 00:06:21.978
And so that's where I was going to

00:06:22.017 --> 00:06:22.197
go.

00:06:22.237 --> 00:06:23.379
And I think that's where we're going,

00:06:23.418 --> 00:06:23.619
right?

00:06:23.658 --> 00:06:25.139
Is like, what can we take for healthcare?

00:06:25.240 --> 00:06:28.101
How many organizations have you worked in

00:06:28.403 --> 00:06:31.985
or worked with or observed that have done

00:06:32.045 --> 00:06:33.406
videos because someone was like,

00:06:33.466 --> 00:06:35.807
you need to do videos and they have

00:06:35.848 --> 00:06:37.588
their executives on screen and it's like

00:06:37.629 --> 00:06:38.750
clearly scripted.

00:06:38.810 --> 00:06:39.870
They're uncomfortable.

00:06:39.951 --> 00:06:41.211
It's like a weird setting.

00:06:41.952 --> 00:06:42.112
Um,

00:06:42.213 --> 00:06:44.134
and they're not happy to be doing the

00:06:44.153 --> 00:06:44.514
thing.

00:06:44.654 --> 00:06:44.754
And,

00:06:44.814 --> 00:06:45.956
but then that's like what ends up on

00:06:45.975 --> 00:06:46.475
the website.

00:06:47.235 --> 00:06:49.637
Or I've worked in organizations where

00:06:49.658 --> 00:06:50.978
they're like, all right,

00:06:51.019 --> 00:06:51.959
the decision has been made.

00:06:51.980 --> 00:06:53.240
We're going to make some more videos.

00:06:53.862 --> 00:06:55.264
And then I'm sitting in the room.

00:06:55.384 --> 00:06:55.603
Again,

00:06:55.644 --> 00:06:57.406
I've always been like a mid-level guy.

00:06:57.446 --> 00:06:59.267
I don't want to be the honcho.

00:07:00.247 --> 00:07:01.209
And they're like, well,

00:07:01.589 --> 00:07:02.250
we're going to do videos.

00:07:02.269 --> 00:07:03.170
It's going to be the leadership.

00:07:03.291 --> 00:07:03.711
And I'm like,

00:07:04.012 --> 00:07:05.033
no one in this room should be on

00:07:05.052 --> 00:07:05.353
a video.

00:07:06.206 --> 00:07:06.726
I've said that.

00:07:06.848 --> 00:07:07.108
I'm like,

00:07:07.327 --> 00:07:08.369
none of you will pull this off.

00:07:08.408 --> 00:07:09.228
Well, yes, we will.

00:07:10.269 --> 00:07:11.790
I worked for a healthcare organization

00:07:11.810 --> 00:07:15.634
that spent millions of dollars on creating

00:07:15.673 --> 00:07:17.334
a commercial and then running commercials.

00:07:17.834 --> 00:07:20.137
And then halfway through,

00:07:20.937 --> 00:07:22.579
tell me if this was a power move

00:07:22.658 --> 00:07:24.160
or did this sign my death warrant?

00:07:24.579 --> 00:07:25.380
Halfway through, I was like,

00:07:25.560 --> 00:07:26.802
I would like to not be on this

00:07:26.841 --> 00:07:29.182
project anymore because I do not see the

00:07:29.202 --> 00:07:29.944
way we're doing it.

00:07:30.043 --> 00:07:30.704
It will succeed.

00:07:31.165 --> 00:07:32.425
So I'll go work on something else.

00:07:32.446 --> 00:07:33.065
And I did that.

00:07:33.447 --> 00:07:35.968
And then the TV commercials didn't work,

00:07:36.389 --> 00:07:37.790
using air quotes here, didn't work.

00:07:38.029 --> 00:07:39.151
And then you know what the verdict was?

00:07:39.490 --> 00:07:40.132
TV doesn't work.

00:07:40.471 --> 00:07:41.752
And I was like, no,

00:07:42.033 --> 00:07:43.074
you did ads bad.

00:07:43.593 --> 00:07:44.334
So here's what it was.

00:07:44.375 --> 00:07:45.555
It was supposed to be this human

00:07:46.235 --> 00:07:47.237
healthcare brand.

00:07:47.716 --> 00:07:49.017
And it was a guy who looked like

00:07:49.057 --> 00:07:49.617
he was selling you...

00:07:50.499 --> 00:07:50.839
something,

00:07:50.920 --> 00:07:55.505
something mutual life insurance in a room

00:07:55.526 --> 00:07:57.889
with many leather-bound books that smelled

00:07:57.930 --> 00:08:01.233
of rich mahogany telling you why you

00:08:01.254 --> 00:08:02.956
should get your grandma or your mom to

00:08:03.656 --> 00:08:04.759
be cared by their clinicians.

00:08:04.778 --> 00:08:05.279
And I was like,

00:08:06.232 --> 00:08:07.353
Are the clinicians in the room?

00:08:07.452 --> 00:08:07.552
Now,

00:08:07.572 --> 00:08:09.793
this person was a healthcare practitioner,

00:08:09.814 --> 00:08:11.274
was a licensed healthcare provider.

00:08:11.295 --> 00:08:12.815
He was an executive.

00:08:12.875 --> 00:08:14.797
He or she was an executive.

00:08:14.836 --> 00:08:16.579
He was dripping with executives.

00:08:16.639 --> 00:08:17.079
And I was like,

00:08:17.139 --> 00:08:19.399
are you selling me a reverse mortgage on

00:08:19.439 --> 00:08:19.901
my home?

00:08:20.735 --> 00:08:22.136
Or are you trying to get me to

00:08:22.175 --> 00:08:24.357
have my mom work with your PTs?

00:08:24.396 --> 00:08:25.757
I was like, where are the PT?

00:08:25.778 --> 00:08:26.699
There's no human element.

00:08:27.579 --> 00:08:28.360
But here's what it was.

00:08:28.379 --> 00:08:29.259
If we're going to spend millions of

00:08:29.300 --> 00:08:29.579
dollars,

00:08:29.600 --> 00:08:31.100
we're going to spend it on our C-suite

00:08:31.120 --> 00:08:32.201
because those are our leaders.

00:08:32.341 --> 00:08:32.822
And I was like,

00:08:33.182 --> 00:08:34.942
those were not the people you should have

00:08:34.962 --> 00:08:35.303
put on TV.

00:08:35.323 --> 00:08:36.224
Sorry.

00:08:36.724 --> 00:08:37.705
And depending on the audience,

00:08:37.745 --> 00:08:39.846
those aren't the people that your audience

00:08:39.885 --> 00:08:40.807
wants to hear from.

00:08:41.225 --> 00:08:42.267
So that's my, so I go,

00:08:42.407 --> 00:08:43.967
I guess if we were to compare apples

00:08:44.028 --> 00:08:46.769
to pears, at least closer to oranges,

00:08:46.828 --> 00:08:47.009
right?

00:08:47.028 --> 00:08:48.090
Healthcare to McDonald's,

00:08:48.269 --> 00:08:50.772
like who is the audience at McDonald's?

00:08:50.812 --> 00:08:52.192
Is the mom making the decision on the

00:08:52.253 --> 00:08:52.712
fly?

00:08:54.293 --> 00:08:55.134
I don't, who's there?

00:08:55.374 --> 00:08:56.355
Like, so I have to tell you,

00:08:56.575 --> 00:08:59.116
I haven't had fast food in twenty five

00:08:59.157 --> 00:08:59.496
years.

00:08:59.557 --> 00:09:00.977
My children have never had fast food.

00:09:01.378 --> 00:09:02.458
I'm not like, oh, look at me.

00:09:02.979 --> 00:09:05.780
I'm so anti like it's like, you know,

00:09:05.821 --> 00:09:06.620
lifestyle medicine.

00:09:06.860 --> 00:09:08.662
I wouldn't touch that.

00:09:08.701 --> 00:09:09.042
Nothing.

00:09:09.163 --> 00:09:09.783
No other option.

00:09:10.043 --> 00:09:11.383
I think it's, I think it's,

00:09:11.503 --> 00:09:12.724
I think it's geographically

00:09:12.783 --> 00:09:14.004
socioeconomically driven.

00:09:14.043 --> 00:09:15.085
It's like, and,

00:09:15.225 --> 00:09:16.524
and then it's happenstance.

00:09:16.605 --> 00:09:17.585
It's like, you're right.

00:09:17.745 --> 00:09:18.505
And, and so it's,

00:09:18.605 --> 00:09:19.846
maybe it's the busy mom.

00:09:19.946 --> 00:09:20.666
And I think there's,

00:09:20.686 --> 00:09:22.307
there's not anything wrong with it.

00:09:22.346 --> 00:09:22.506
Right.

00:09:22.527 --> 00:09:22.706
Like,

00:09:22.787 --> 00:09:24.086
I think it's probably fine and it's

00:09:24.106 --> 00:09:25.607
probably much better than it was at some

00:09:25.648 --> 00:09:27.227
point or maybe worth some of the products,

00:09:27.268 --> 00:09:29.068
but it's young people.

00:09:29.369 --> 00:09:29.688
It's,

00:09:30.149 --> 00:09:31.309
socioeconomic,

00:09:31.971 --> 00:09:33.052
and you see this in some of their

00:09:33.091 --> 00:09:34.552
other commercials where you're clearly

00:09:34.592 --> 00:09:34.994
like, oh,

00:09:35.053 --> 00:09:36.355
I know who the audience is for this.

00:09:36.394 --> 00:09:37.395
It's like young people,

00:09:37.436 --> 00:09:39.277
they're active or they're doing whatever.

00:09:40.418 --> 00:09:41.119
Maybe it's moms.

00:09:41.359 --> 00:09:43.081
I don't know who the audience was supposed

00:09:43.100 --> 00:09:43.880
to be for this.

00:09:44.201 --> 00:09:44.601
I don't know.

00:09:44.861 --> 00:09:46.543
It's awkward, but we're talking about it.

00:09:46.583 --> 00:09:47.965
So hey, go try the big art.

00:09:48.465 --> 00:09:50.047
I thought the layup could have been

00:09:51.446 --> 00:09:53.086
Peyton Manning, Eli Manning,

00:09:53.667 --> 00:09:55.749
their nephew is now a college football

00:09:55.769 --> 00:09:56.048
player.

00:09:56.448 --> 00:09:57.690
Pretty popular.

00:09:58.150 --> 00:10:00.152
Now there's NIL deals.

00:10:00.231 --> 00:10:01.592
You can essentially be paid for being a

00:10:01.653 --> 00:10:03.073
college athlete.

00:10:03.674 --> 00:10:07.217
His name is Arch Manning.

00:10:09.158 --> 00:10:12.081
The product was called the Big Arch.

00:10:12.221 --> 00:10:14.182
It feels like it was a missed opportunity.

00:10:15.224 --> 00:10:16.544
I felt like psychologically,

00:10:17.225 --> 00:10:17.846
the drivers...

00:10:19.610 --> 00:10:22.611
um authenticity we mentioned participation

00:10:22.631 --> 00:10:24.451
the internet just didn't watch the video

00:10:24.471 --> 00:10:27.373
they joined the joke yep i feel like

00:10:27.393 --> 00:10:29.254
that's why it quote worked or did not

00:10:29.293 --> 00:10:31.734
work uh second story i'll get the image

00:10:31.754 --> 00:10:33.394
up on a screen in a second but

00:10:33.554 --> 00:10:35.634
are you familiar with magnum chocolate

00:10:35.654 --> 00:10:37.556
it's like a premiere it's like a bougie

00:10:37.615 --> 00:10:40.616
chocolate brand like brown label i think

00:10:40.657 --> 00:10:42.397
with gold letters yes yes

00:10:42.596 --> 00:10:42.876
Yes.

00:10:43.398 --> 00:10:46.519
They are launching a marketing stunt in

00:10:46.779 --> 00:10:47.360
London.

00:10:47.780 --> 00:10:48.841
And I like how they're doing it in

00:10:48.861 --> 00:10:49.282
a city.

00:10:49.381 --> 00:10:49.643
Why?

00:10:49.802 --> 00:10:50.342
More people.

00:10:50.482 --> 00:10:51.985
And let's just get some buzz about it

00:10:52.024 --> 00:10:53.225
because spending, I don't know, a couple,

00:10:53.525 --> 00:10:53.966
ten,

00:10:54.046 --> 00:10:55.447
fifteen thousand dollars in the subway,

00:10:55.466 --> 00:10:56.807
you're going to hit a lot of people.

00:10:57.168 --> 00:10:59.429
They pumped chocolate scent.

00:10:59.650 --> 00:11:00.812
They're not doing sound.

00:11:00.851 --> 00:11:02.072
They're not doing visuals.

00:11:02.552 --> 00:11:05.215
They are literally making the London tube,

00:11:05.235 --> 00:11:05.995
I guess we would call it.

00:11:07.017 --> 00:11:09.879
smell like chocolate and playing then also

00:11:09.918 --> 00:11:12.280
playing sounds of people biting into their

00:11:12.360 --> 00:11:13.883
ice cream because it's like like the hard

00:11:13.923 --> 00:11:16.043
shell with ice cream inside the goal

00:11:16.083 --> 00:11:18.346
they're a multi-sensory brand experience

00:11:18.485 --> 00:11:22.208
some commuters loved it others said it

00:11:22.249 --> 00:11:25.331
smelled like chocolate mixed with subway

00:11:25.392 --> 00:11:25.692
sweat

00:11:28.091 --> 00:11:29.131
If you've been in a subway,

00:11:29.211 --> 00:11:29.993
I haven't been to London,

00:11:30.013 --> 00:11:31.133
but I'm going to guess it smells a

00:11:31.173 --> 00:11:32.472
little like the New York City subway

00:11:32.513 --> 00:11:33.714
system, which I'm familiar with.

00:11:33.994 --> 00:11:34.793
It's so much cleaner.

00:11:34.813 --> 00:11:35.553
I don't know.

00:11:35.693 --> 00:11:37.754
It felt cleaner to me.

00:11:37.894 --> 00:11:40.076
It's still an underground tube with a

00:11:40.115 --> 00:11:42.417
bunch of people walking around in it.

00:11:42.437 --> 00:11:45.798
It's not the best air circulation.

00:11:46.138 --> 00:11:46.998
Chocolate's hit or miss.

00:11:47.057 --> 00:11:48.298
First of all, chocolate for me,

00:11:48.519 --> 00:11:49.178
one of the top

00:11:50.255 --> 00:11:52.197
two things for me to eat in my

00:11:52.236 --> 00:11:52.476
life.

00:11:52.878 --> 00:11:54.097
But there are certain moments I don't want

00:11:54.118 --> 00:11:54.458
to eat it.

00:11:54.519 --> 00:11:55.759
I don't want to eat chocolate first thing

00:11:55.778 --> 00:11:56.259
in the morning.

00:11:56.460 --> 00:11:57.500
When do people commute?

00:11:57.679 --> 00:11:58.581
First thing in the morning.

00:12:00.201 --> 00:12:01.582
While I'm running a marathon.

00:12:01.663 --> 00:12:03.124
And there were those goos,

00:12:03.144 --> 00:12:03.884
those energy things.

00:12:03.903 --> 00:12:05.164
And there was chocolate flavor.

00:12:05.184 --> 00:12:07.145
I'm going to be like, I love chocolate.

00:12:07.426 --> 00:12:08.106
I would die.

00:12:08.606 --> 00:12:09.167
Not then.

00:12:09.506 --> 00:12:10.048
Not then.

00:12:10.467 --> 00:12:10.908
So anyway.

00:12:11.087 --> 00:12:11.788
So my question is,

00:12:11.889 --> 00:12:15.051
is this sensory marketing genius gimmick?

00:12:16.554 --> 00:12:19.035
bad ads bad money marketing spend what are

00:12:19.056 --> 00:12:20.316
your thoughts i mean we're talking about

00:12:20.336 --> 00:12:22.015
it you're talking about it so i like

00:12:22.115 --> 00:12:24.557
it i also agree if it's like chocolate

00:12:24.576 --> 00:12:28.837
mixed with subway not good not good it's

00:12:28.898 --> 00:12:31.158
like abercrombie and fitch i mean i know

00:12:31.177 --> 00:12:33.619
they're maybe not in the most positive

00:12:33.658 --> 00:12:35.359
light right now but when we when i

00:12:35.399 --> 00:12:37.639
was in college like you walk in and

00:12:37.679 --> 00:12:39.259
it's like smells like

00:12:40.365 --> 00:12:41.586
Nineteen-year-old sweaty person?

00:12:42.426 --> 00:12:44.386
It was like cologne and perfume.

00:12:44.548 --> 00:12:45.248
Over cologne.

00:12:45.327 --> 00:12:46.808
It was like piped through though.

00:12:47.168 --> 00:12:48.389
That was their thing.

00:12:48.789 --> 00:12:50.150
And they had like loud music and it

00:12:50.171 --> 00:12:52.451
was sort of the environment that that age,

00:12:52.491 --> 00:12:53.952
that demographic wanted to be in.

00:12:54.013 --> 00:12:56.153
And so you sort of like felt like

00:12:56.173 --> 00:12:57.815
you belonged and you leave and you're

00:12:57.835 --> 00:12:59.015
like, yes, that's the smell.

00:13:01.017 --> 00:13:02.498
I don't know if it works for chocolate.

00:13:02.697 --> 00:13:03.438
I like chocolate,

00:13:03.479 --> 00:13:04.820
but maybe I don't want it in a

00:13:05.019 --> 00:13:05.340
Subway.

00:13:05.798 --> 00:13:07.120
I don't want it in my nose holes

00:13:07.559 --> 00:13:09.020
in the middle of my morning commute,

00:13:09.061 --> 00:13:09.421
maybe.

00:13:10.101 --> 00:13:11.381
I think this is more of just a

00:13:11.442 --> 00:13:12.783
context failure.

00:13:12.903 --> 00:13:15.085
I think they designed a great experience.

00:13:15.184 --> 00:13:15.945
I don't know what if I would have

00:13:15.965 --> 00:13:18.326
done it in underground tubes with bad

00:13:18.386 --> 00:13:18.746
airflow.

00:13:19.307 --> 00:13:19.967
I might have done this.

00:13:19.988 --> 00:13:21.207
Yeah, I was going to say,

00:13:21.227 --> 00:13:22.509
maybe it's like in a grocery store.

00:13:22.528 --> 00:13:25.331
They pay for where the product is.

00:13:26.250 --> 00:13:27.451
Well, see, where it is,

00:13:27.591 --> 00:13:28.812
I like the fact that it's not where

00:13:28.852 --> 00:13:29.072
it is.

00:13:29.352 --> 00:13:31.754
I might have done it at a street

00:13:31.794 --> 00:13:31.995
fair.

00:13:33.677 --> 00:13:34.158
Do you know what I mean?

00:13:34.197 --> 00:13:36.360
Like outdoors where it's like mixed with

00:13:36.441 --> 00:13:38.363
just like a park, right?

00:13:38.403 --> 00:13:40.605
Go to Central Park and be like,

00:13:40.625 --> 00:13:41.046
I don't know.

00:13:41.647 --> 00:13:42.769
I mean, Central Park, you know,

00:13:42.788 --> 00:13:44.831
your relaxation station or something like

00:13:44.850 --> 00:13:44.990
that.

00:13:45.030 --> 00:13:47.274
Or as you're doing loops, what is that?

00:13:47.293 --> 00:13:49.197
Like a music festival or something.

00:13:49.576 --> 00:13:50.657
A music festival.

00:13:50.817 --> 00:13:51.057
Right.

00:13:51.477 --> 00:13:52.538
So it smells like sweat.

00:13:52.658 --> 00:13:54.138
At least the sweat is outdoors.

00:13:54.999 --> 00:13:56.418
So I guess the question is chocolate mixed

00:13:56.438 --> 00:13:57.519
with Subway sweat.

00:13:57.979 --> 00:13:58.679
Is it good?

00:13:58.700 --> 00:13:59.879
Not good.

00:13:59.899 --> 00:14:02.421
I think the healthcare lesson is you can

00:14:02.461 --> 00:14:03.701
design the environment,

00:14:03.780 --> 00:14:04.921
not just the message.

00:14:05.282 --> 00:14:08.601
And when I saw this story pop up,

00:14:08.662 --> 00:14:09.743
I thought, what's the lesson?

00:14:09.783 --> 00:14:10.302
Because again,

00:14:10.383 --> 00:14:11.482
we're trying to talk to healthcare

00:14:11.523 --> 00:14:12.823
providers, healthcare practitioners,

00:14:12.864 --> 00:14:13.943
big organizations, small...

00:14:15.260 --> 00:14:16.982
I forget what country it was.

00:14:17.823 --> 00:14:20.506
Some country provides free subway rides if

00:14:20.527 --> 00:14:21.808
you stand in front of a machine and

00:14:21.828 --> 00:14:22.690
do ten squats.

00:14:24.099 --> 00:14:24.519
And I'm like,

00:14:25.080 --> 00:14:26.942
that's understanding the environment.

00:14:26.961 --> 00:14:28.123
Because then all of a sudden the

00:14:28.182 --> 00:14:29.083
juxtaposition is,

00:14:29.585 --> 00:14:31.105
why is that person standing in front of

00:14:31.125 --> 00:14:33.087
a ticket machine doing squats?

00:14:33.408 --> 00:14:34.789
And then you go look and then you're

00:14:34.809 --> 00:14:34.970
like,

00:14:35.610 --> 00:14:37.852
ten squats and saves me seven dollars.

00:14:37.893 --> 00:14:38.974
Like, yeah, it's a no brainer.

00:14:38.994 --> 00:14:39.715
Bang, bang, bang.

00:14:40.215 --> 00:14:42.157
You position a camera thirty yards off to

00:14:42.197 --> 00:14:43.317
the side in public.

00:14:43.398 --> 00:14:44.458
You don't need permission to film in

00:14:44.499 --> 00:14:44.779
public.

00:14:45.059 --> 00:14:46.961
And now you're there's your ad campaign.

00:14:47.605 --> 00:14:49.386
So good.

00:14:49.488 --> 00:14:51.028
I worked with a PT brand and I

00:14:51.048 --> 00:14:53.070
had proposed for a new location that was

00:14:53.831 --> 00:14:55.152
far away from any of their other

00:14:55.192 --> 00:14:56.653
locations, a completely new market.

00:14:58.114 --> 00:14:59.875
It was a commuter-friendly area.

00:14:59.894 --> 00:15:00.096
I said,

00:15:00.115 --> 00:15:01.897
let's get some billboards up at a train

00:15:01.937 --> 00:15:02.336
station.

00:15:03.158 --> 00:15:05.700
This takes that to the next level.

00:15:05.720 --> 00:15:07.221
This isn't just a sign.

00:15:07.640 --> 00:15:09.042
This is, let's do something.

00:15:09.062 --> 00:15:09.883
Let's get them engaged.

00:15:10.255 --> 00:15:10.696
Yeah.

00:15:10.716 --> 00:15:11.537
Going back to the chocolate,

00:15:11.576 --> 00:15:13.096
Ben thinks it makes him think of Oompa

00:15:13.116 --> 00:15:13.398
Loompa.

00:15:13.437 --> 00:15:13.937
Working hard.

00:15:14.278 --> 00:15:15.057
Working hard.

00:15:15.479 --> 00:15:16.278
Working hard, man.

00:15:16.438 --> 00:15:17.198
You're right.

00:15:17.539 --> 00:15:18.200
We're in the tunnels.

00:15:19.701 --> 00:15:21.361
I think the takeaway here, again,

00:15:21.501 --> 00:15:22.841
was the second is you can design the

00:15:22.881 --> 00:15:25.283
environment whenever you put something

00:15:26.403 --> 00:15:26.964
normal.

00:15:27.283 --> 00:15:29.384
A normal thing in an abnormal place makes

00:15:29.404 --> 00:15:29.765
the thing...

00:15:30.605 --> 00:15:32.988
remarkable there's an instagram channel

00:15:33.028 --> 00:15:36.450
that i'm dumbfounded not one pt brand that

00:15:36.529 --> 00:15:40.032
i've seen that i've seen has stolen this

00:15:40.111 --> 00:15:44.014
have you seen it's called like bunker bus

00:15:44.053 --> 00:15:45.855
or battle bunker but it's a guy

00:15:46.879 --> 00:15:48.880
Former military dude who drives around to

00:15:48.921 --> 00:15:50.542
gym parking lots or festivals.

00:15:51.062 --> 00:15:51.663
And then he's like,

00:15:51.722 --> 00:15:52.663
give you a hundred bucks if you can

00:15:52.682 --> 00:15:53.624
do ten pull-ups.

00:15:54.884 --> 00:15:56.686
And he's got like three people filming it

00:15:56.725 --> 00:15:56.846
all.

00:15:56.985 --> 00:15:58.746
He started with just one camera and he's

00:15:58.767 --> 00:15:59.726
just like, do some pull-ups.

00:16:00.248 --> 00:16:00.927
But then of course he's like,

00:16:00.947 --> 00:16:01.467
who are you?

00:16:01.508 --> 00:16:02.168
I'm a mom.

00:16:02.188 --> 00:16:02.828
What are you doing here?

00:16:02.908 --> 00:16:03.229
It's like,

00:16:03.629 --> 00:16:08.251
it's a sixty second doc in every video.

00:16:08.371 --> 00:16:09.293
But it's about, so like,

00:16:10.953 --> 00:16:12.835
I tried to do this, by the way,

00:16:13.014 --> 00:16:14.596
at a brand we are very familiar with.

00:16:14.995 --> 00:16:16.096
And we bought the pull-up bar.

00:16:18.000 --> 00:16:18.542
We never brought,

00:16:19.022 --> 00:16:20.143
I wasn't there by the time we even

00:16:20.182 --> 00:16:20.423
brought it.

00:16:20.503 --> 00:16:20.823
I was like,

00:16:21.144 --> 00:16:23.166
so you're going to go recruit PT students.

00:16:23.186 --> 00:16:24.067
They're like, yes.

00:16:24.267 --> 00:16:25.508
And I'm like, what's your setup look like?

00:16:25.607 --> 00:16:26.349
Like, it's a great,

00:16:26.369 --> 00:16:29.432
it's a table with a tablecloth.

00:16:29.711 --> 00:16:30.633
I'm like, keep going.

00:16:30.653 --> 00:16:32.274
And they're like,

00:16:32.333 --> 00:16:34.917
we're going to have like a laptop screen

00:16:35.576 --> 00:16:37.219
with a sizzle reel looping.

00:16:37.239 --> 00:16:38.159
I'm like, got it.

00:16:39.106 --> 00:16:40.807
We're going to give away some candy.

00:16:41.167 --> 00:16:41.668
Okay.

00:16:41.707 --> 00:16:43.207
Maybe pump in some chocolate smell.

00:16:43.248 --> 00:16:43.788
Keep going.

00:16:44.908 --> 00:16:45.988
And I'm like, now zoom out.

00:16:46.008 --> 00:16:47.129
Just walk around.

00:16:47.249 --> 00:16:48.649
You and I do this innately.

00:16:48.708 --> 00:16:49.769
Maybe average people don't.

00:16:49.808 --> 00:16:51.629
I'm like, what is everybody else doing?

00:16:51.809 --> 00:16:52.990
Not to copy, just to be like,

00:16:53.149 --> 00:16:55.750
do we stand out or blend in?

00:16:56.230 --> 00:16:56.890
What's the answer?

00:16:57.530 --> 00:16:57.870
Right.

00:16:58.010 --> 00:17:01.552
And this goes back to the article Larry

00:17:01.591 --> 00:17:01.831
wrote.

00:17:01.932 --> 00:17:04.251
You're spending a hundred thousand dollars

00:17:04.291 --> 00:17:07.012
to show up and blend in at CSM.

00:17:07.368 --> 00:17:08.588
Well, that's not a good idea.

00:17:08.888 --> 00:17:10.670
Neither is spending a thousand dollars at

00:17:10.690 --> 00:17:11.390
a hundred events.

00:17:11.930 --> 00:17:12.789
Right.

00:17:12.970 --> 00:17:14.950
What are you spending your money on?

00:17:15.569 --> 00:17:18.631
So to have an organization do something

00:17:18.651 --> 00:17:20.330
like changing the environment,

00:17:20.371 --> 00:17:22.832
let's throw chocolates out.

00:17:22.912 --> 00:17:24.192
So I would challenge healthcare

00:17:24.211 --> 00:17:24.892
organizations,

00:17:25.152 --> 00:17:26.692
what's your waiting room experience?

00:17:27.112 --> 00:17:29.192
Does it look like a lawyer's office,

00:17:29.232 --> 00:17:30.232
an accounting office,

00:17:30.333 --> 00:17:31.792
a pediatrician's office?

00:17:31.813 --> 00:17:33.333
For some reason, pediatricians are like,

00:17:33.373 --> 00:17:33.813
we got it.

00:17:33.853 --> 00:17:34.673
We understand the assignment.

00:17:34.693 --> 00:17:35.213
Make it fun.

00:17:35.413 --> 00:17:36.034
Who's the audience?

00:17:36.953 --> 00:17:39.775
parents but make the kids just occupied

00:17:40.055 --> 00:17:42.375
parents are happy um parents are happy

00:17:42.695 --> 00:17:44.896
done easy well they get it there's like

00:17:44.916 --> 00:17:47.157
a fish tank and there's you know stuff

00:17:47.198 --> 00:17:49.519
like my kids go to a pediatric dentist

00:17:49.558 --> 00:17:51.599
and there's literally like a climbing

00:17:51.700 --> 00:17:54.760
jungle gym rock wall it's amazing i'm like

00:17:54.780 --> 00:17:56.740
this is this is what that thing called

00:17:56.800 --> 00:17:58.201
what that thing cost right

00:17:59.090 --> 00:18:00.231
One time, one time fee.

00:18:00.311 --> 00:18:01.232
And now the kids are like, Hey,

00:18:01.272 --> 00:18:02.013
you gotta go to the dentist.

00:18:02.034 --> 00:18:02.693
Like, Oh,

00:18:02.713 --> 00:18:03.835
and you're like rock climbing wall.

00:18:03.976 --> 00:18:05.396
And they're like,

00:18:05.457 --> 00:18:07.057
every time give them a balloon,

00:18:07.218 --> 00:18:09.420
they can like guess how many marbles or

00:18:09.500 --> 00:18:10.662
like things are in the jar.

00:18:10.682 --> 00:18:10.942
They get,

00:18:11.102 --> 00:18:13.284
why are we not doing this everywhere?

00:18:13.403 --> 00:18:14.204
The version of that.

00:18:15.618 --> 00:18:18.622
There's an age somewhere in human society.

00:18:18.682 --> 00:18:20.163
As soon as someone hits like, fifteen,

00:18:20.183 --> 00:18:21.144
we're like, yeah,

00:18:21.464 --> 00:18:23.587
just be boring like the rest of us.

00:18:24.449 --> 00:18:24.868
Who cares?

00:18:25.529 --> 00:18:25.911
All right.

00:18:25.931 --> 00:18:26.530
Story.

00:18:26.691 --> 00:18:28.653
I think hospitals and clinics could learn

00:18:28.673 --> 00:18:29.674
from, I think,

00:18:29.714 --> 00:18:31.836
hotels and restaurants and ad agencies in

00:18:31.856 --> 00:18:32.317
this space,

00:18:32.357 --> 00:18:33.378
which is how do we make it...

00:18:33.439 --> 00:18:35.278
I will say, so hospitals,

00:18:35.338 --> 00:18:36.079
one more point on that.

00:18:36.220 --> 00:18:38.279
My little guy was in the hospital for

00:18:38.299 --> 00:18:40.760
a little while when he was eighteen months

00:18:41.040 --> 00:18:43.662
and they had one room that was donated,

00:18:44.801 --> 00:18:45.882
the Izzy Foundation,

00:18:46.001 --> 00:18:48.002
and they made it like super interactive

00:18:48.083 --> 00:18:49.343
and it was like a fairy tale.

00:18:49.442 --> 00:18:51.023
Like you literally open the door and it

00:18:51.044 --> 00:18:52.604
was in the PICU unit.

00:18:53.464 --> 00:18:54.726
one floor down and you open the door

00:18:54.746 --> 00:18:55.606
and you go in and you're like,

00:18:55.688 --> 00:18:56.188
oh my goodness,

00:18:56.208 --> 00:18:57.410
this is so fun and so cool.

00:18:57.470 --> 00:18:58.371
I'm not in a hospital.

00:18:58.530 --> 00:18:59.612
And it's amazing.

00:18:59.813 --> 00:19:00.733
And it's a case study.

00:19:00.973 --> 00:19:01.714
When you're in the hospital,

00:19:01.734 --> 00:19:03.017
where do you not want to be in

00:19:03.057 --> 00:19:03.596
the hospital?

00:19:03.676 --> 00:19:05.199
So make it not like, I mean,

00:19:05.599 --> 00:19:06.601
it sounds simple when you say it.

00:19:06.641 --> 00:19:07.761
The problem is, of course,

00:19:07.903 --> 00:19:08.903
you and I have been in meetings where

00:19:08.923 --> 00:19:09.144
you're like,

00:19:09.183 --> 00:19:10.746
you want to spend what on a rock

00:19:10.786 --> 00:19:11.006
wall?

00:19:12.133 --> 00:19:13.272
How does that make us money?

00:19:13.333 --> 00:19:14.874
And you're like, so it doesn't.

00:19:15.794 --> 00:19:16.815
Except it does.

00:19:18.194 --> 00:19:19.335
It does, right?

00:19:19.355 --> 00:19:19.556
It doesn't.

00:19:19.576 --> 00:19:20.536
The ROI on the rock wall.

00:19:20.576 --> 00:19:22.195
Can we bill for the rock wall?

00:19:22.256 --> 00:19:23.977
Like short answer, no.

00:19:24.237 --> 00:19:26.678
Long answer, no.

00:19:26.897 --> 00:19:29.179
But it does differentiate us.

00:19:29.219 --> 00:19:30.919
So I'm not saying everybody needs a rock

00:19:30.959 --> 00:19:31.159
wall.

00:19:31.219 --> 00:19:33.559
I'm asking what's your chocolate smell in

00:19:33.599 --> 00:19:37.761
your lobby or what's your rock wall?

00:19:37.882 --> 00:19:38.122
Okay.

00:19:42.743 --> 00:19:43.785
We have more stories.

00:19:44.365 --> 00:19:44.726
Oh, yeah.

00:19:44.885 --> 00:19:46.227
Okay.

00:19:46.307 --> 00:19:46.666
NFL.

00:19:46.707 --> 00:19:49.769
We talked about my friend Chris's prostate

00:19:49.788 --> 00:19:50.669
cancer charity.

00:19:51.009 --> 00:19:51.210
Really,

00:19:51.250 --> 00:19:53.391
it's an awareness that's Man Cave Health.

00:19:53.730 --> 00:19:56.532
And then I saw this in the NFL.

00:19:56.553 --> 00:19:56.972
You saw this?

00:19:57.113 --> 00:19:57.834
The NFL was doing it?

00:19:58.487 --> 00:20:00.409
no no i didn't see that prostate cancer

00:20:00.429 --> 00:20:02.191
awareness campaign partnered with the nfl

00:20:02.451 --> 00:20:04.953
and nfl players they use humor and sports

00:20:04.973 --> 00:20:07.957
culture to encourage screening instead of

00:20:08.156 --> 00:20:11.141
medical messaging nobody at any point is

00:20:11.240 --> 00:20:13.182
making fun of prostate cancer what they're

00:20:13.202 --> 00:20:15.164
doing is they're poking fun at the reasons

00:20:15.184 --> 00:20:17.446
you might not get tested i said this

00:20:17.487 --> 00:20:17.807
before

00:20:19.111 --> 00:20:20.332
I sort of got looked at like cute

00:20:20.372 --> 00:20:21.673
Jimmy, but that's a little too much.

00:20:22.333 --> 00:20:22.913
The current,

00:20:24.013 --> 00:20:25.994
the old school check of prostate cancer

00:20:26.015 --> 00:20:27.596
was like the funny image, right?

00:20:27.695 --> 00:20:28.635
How would they do it on SNL?

00:20:28.997 --> 00:20:30.798
Rubber glove, jar of Vaseline.

00:20:31.178 --> 00:20:32.979
Why don't you just drop your drawers and

00:20:33.098 --> 00:20:33.538
this, you know,

00:20:33.558 --> 00:20:34.940
you might feel a little pressure, right?

00:20:35.039 --> 00:20:36.221
Like none of that is fun.

00:20:37.733 --> 00:20:39.174
That's not how you test anymore.

00:20:39.515 --> 00:20:41.215
It's now roll up your sleeve,

00:20:41.537 --> 00:20:42.557
get a blood test,

00:20:42.576 --> 00:20:43.939
which takes as long as it does to

00:20:44.239 --> 00:20:45.380
draw one vial of blood.

00:20:45.900 --> 00:20:47.141
And then you're going to see if you

00:20:47.161 --> 00:20:49.063
have markers that might require you to go

00:20:49.083 --> 00:20:49.863
for further testing.

00:20:50.144 --> 00:20:51.964
So my spin was, hey guys,

00:20:52.085 --> 00:20:53.526
getting tested for prostate cancer,

00:20:53.546 --> 00:20:54.666
it's not drop your pants,

00:20:54.727 --> 00:20:55.387
it's roll up your sleeve.

00:20:55.807 --> 00:20:57.308
So it's like, remove the objection,

00:20:57.449 --> 00:20:58.250
remove the objection.

00:20:58.670 --> 00:21:00.071
The other is, can you use humor?

00:21:00.711 --> 00:21:02.472
the answer is yes never make fun of

00:21:02.492 --> 00:21:04.433
the patient never make fun of the person

00:21:04.755 --> 00:21:07.135
make fun of the emotional driver of that

00:21:07.236 --> 00:21:10.637
which is it sounded more like a locker

00:21:10.657 --> 00:21:13.000
room conversation which is a lot of the

00:21:13.039 --> 00:21:15.121
times where people make decisions about

00:21:15.181 --> 00:21:16.682
what they do and what they value like

00:21:16.721 --> 00:21:18.804
people i mean as smart as we know

00:21:18.864 --> 00:21:21.325
the research says yeah but my three bros

00:21:21.384 --> 00:21:24.007
on my beer league forty plus hockey team

00:21:24.527 --> 00:21:26.208
said that that's lame therefore i will

00:21:26.248 --> 00:21:27.209
never do that so

00:21:27.704 --> 00:21:29.786
I think the NFL doing this is a

00:21:29.826 --> 00:21:30.405
great idea.

00:21:30.685 --> 00:21:33.665
The NHL had a program last year,

00:21:33.846 --> 00:21:34.846
and I loved the name.

00:21:34.866 --> 00:21:36.406
Are you a hockey fan even remotely?

00:21:36.426 --> 00:21:37.987
Remotely, yes.

00:21:38.228 --> 00:21:39.528
It was called Get Body Checked,

00:21:39.647 --> 00:21:42.067
because that's a phrase we use,

00:21:42.127 --> 00:21:42.608
body check.

00:21:44.128 --> 00:21:45.929
And they partnered with a few players to

00:21:46.189 --> 00:21:46.650
sort of do it.

00:21:46.690 --> 00:21:49.029
So I like the levers that they pull.

00:21:49.130 --> 00:21:50.590
I always like to look into what's the

00:21:50.651 --> 00:21:51.191
psychology.

00:21:51.510 --> 00:21:52.030
Authority.

00:21:53.228 --> 00:21:55.849
Athletes carry trust, cultural relevance.

00:21:55.869 --> 00:21:57.570
The message showed up when people were

00:21:57.611 --> 00:21:58.151
paying attention.

00:21:58.191 --> 00:21:59.451
They weren't asking them to tune in at

00:21:59.491 --> 00:22:00.592
Saturday morning at seven a.m.

00:22:00.632 --> 00:22:02.794
to listen to health hour brought to you

00:22:02.814 --> 00:22:04.234
by insert hospital system.

00:22:04.275 --> 00:22:04.634
They were like,

00:22:04.855 --> 00:22:06.615
this is going on during football games.

00:22:07.457 --> 00:22:09.018
And then emotional reframing instead of

00:22:09.137 --> 00:22:10.959
feel fear, it was using camaraderie.

00:22:11.419 --> 00:22:13.240
And we are big, dumb social animals.

00:22:13.599 --> 00:22:14.361
Brilliant idea.

00:22:14.461 --> 00:22:17.281
So kudos to the NFL for sort of

00:22:17.321 --> 00:22:18.063
doing something like that.

00:22:18.584 --> 00:22:19.085
Great idea.

00:22:19.484 --> 00:22:21.428
I mean, again, like how do we get,

00:22:21.489 --> 00:22:23.451
how do we do this smaller scale?

00:22:23.891 --> 00:22:24.191
Okay.

00:22:24.530 --> 00:22:25.971
So my thoughts were...

00:22:26.011 --> 00:22:27.313
So I feel like our format of our

00:22:27.333 --> 00:22:29.094
show going forward should be very,

00:22:29.114 --> 00:22:29.634
very simple.

00:22:29.734 --> 00:22:30.674
What?

00:22:30.694 --> 00:22:31.576
Where I give you an idea.

00:22:32.175 --> 00:22:32.997
Andrea gives you an idea,

00:22:33.017 --> 00:22:34.837
a story that actually happened in or out

00:22:34.857 --> 00:22:35.258
of healthcare.

00:22:35.678 --> 00:22:36.179
We say what?

00:22:36.499 --> 00:22:36.898
What happened?

00:22:36.919 --> 00:22:37.259
What happened?

00:22:37.398 --> 00:22:37.740
Details.

00:22:37.799 --> 00:22:38.380
Facts, facts, facts.

00:22:38.839 --> 00:22:40.080
Then so what?

00:22:40.560 --> 00:22:41.461
And then now what?

00:22:41.561 --> 00:22:42.082
Now what?

00:22:43.042 --> 00:22:46.224
So the so what was like sort of

00:22:46.244 --> 00:22:46.704
the drivers.

00:22:46.724 --> 00:22:47.526
Like why does that matter?

00:22:47.546 --> 00:22:48.266
The now what?

00:22:49.606 --> 00:22:50.867
Healthcare marketing should...

00:22:52.065 --> 00:22:54.686
partner with existing culture more often?

00:22:55.027 --> 00:22:55.988
Why wouldn't you?

00:22:56.087 --> 00:22:57.950
Sports partnerships, community events,

00:22:57.990 --> 00:22:59.171
cultural storytelling.

00:22:59.230 --> 00:23:00.372
I'm going to need someone to explain to

00:23:00.392 --> 00:23:01.992
me why these are bad ideas and why

00:23:02.012 --> 00:23:03.054
we don't do them more often.

00:23:03.773 --> 00:23:04.275
Instead of,

00:23:05.075 --> 00:23:06.856
I have a doctoral degree and I went

00:23:06.876 --> 00:23:09.719
to certifications and we do insert

00:23:09.778 --> 00:23:11.259
modality, modality, modality.

00:23:12.000 --> 00:23:14.102
So go fish where the fish are already

00:23:14.142 --> 00:23:14.782
in barrels.

00:23:14.883 --> 00:23:15.784
Am I wrong here?

00:23:16.795 --> 00:23:17.015
No.

00:23:17.115 --> 00:23:17.934
And I think, you know,

00:23:18.075 --> 00:23:20.435
it's no one else is doing it.

00:23:20.655 --> 00:23:21.717
We can't do that.

00:23:21.777 --> 00:23:23.217
We've always done it this way.

00:23:23.297 --> 00:23:25.298
And it probably feels scary, risky,

00:23:25.397 --> 00:23:26.298
expensive.

00:23:26.679 --> 00:23:27.358
Yeah.

00:23:27.378 --> 00:23:28.578
But there's always a way to do it.

00:23:29.419 --> 00:23:30.859
I am working with a brand now.

00:23:31.119 --> 00:23:32.059
Will not say who it was.

00:23:32.701 --> 00:23:34.480
And I get and here's I want to

00:23:34.520 --> 00:23:36.442
respect why.

00:23:37.102 --> 00:23:39.262
Ultimately, the plan was I gave a plan.

00:23:40.583 --> 00:23:41.663
One person agreed to the plan.

00:23:42.144 --> 00:23:43.544
The person all of a sudden were eight

00:23:43.564 --> 00:23:44.644
yards down the field was like, whoa.

00:23:45.838 --> 00:23:46.559
Stop that plan.

00:23:46.599 --> 00:23:47.361
What are we doing?

00:23:47.661 --> 00:23:48.663
Explain this to me again.

00:23:48.883 --> 00:23:50.365
And I was like, OK.

00:23:51.726 --> 00:23:55.550
And then the response in the email was.

00:23:55.570 --> 00:23:57.032
Nobody else on our team is doing anything

00:23:57.073 --> 00:23:58.976
like this.

00:23:59.096 --> 00:23:59.876
And I was like.

00:23:59.896 --> 00:24:04.122
You're welcome.

00:24:04.162 --> 00:24:04.603
You're welcome.

00:24:05.939 --> 00:24:07.219
Did you want me to just run the

00:24:07.259 --> 00:24:08.420
same play as everybody else?

00:24:08.440 --> 00:24:09.619
You could have just gave me the playbook.

00:24:09.859 --> 00:24:10.519
I could run a play.

00:24:10.779 --> 00:24:12.280
My man, I can run a marketing play.

00:24:12.760 --> 00:24:13.221
Eyes closed.

00:24:13.240 --> 00:24:13.861
We done by noon.

00:24:14.402 --> 00:24:15.741
I'll be on the beach by five thirty.

00:24:15.961 --> 00:24:16.622
Don't worry about it.

00:24:16.642 --> 00:24:18.442
Still getting paid the same thing.

00:24:18.462 --> 00:24:19.323
Still getting paid the same thing.

00:24:19.403 --> 00:24:20.383
Do you want me to run the plan

00:24:20.403 --> 00:24:21.044
or do you want me to come up

00:24:21.064 --> 00:24:22.844
with a better plan because the other

00:24:22.884 --> 00:24:23.983
marketers aren't doing that?

00:24:25.585 --> 00:24:26.244
How's that going for you?

00:24:27.365 --> 00:24:28.205
Why am I here then?

00:24:28.346 --> 00:24:29.645
If they are already running the play,

00:24:29.846 --> 00:24:30.665
why am I here?

00:24:31.126 --> 00:24:33.326
So hearing you say that at least validates

00:24:33.346 --> 00:24:33.727
what I'm saying.

00:24:33.747 --> 00:24:35.508
Well, no one else is doing it.

00:24:36.973 --> 00:24:38.314
But if I can back it up with

00:24:38.354 --> 00:24:39.795
a clear logical story,

00:24:40.994 --> 00:24:43.075
like beware of the person who rushes you

00:24:43.095 --> 00:24:46.016
through the example.

00:24:46.096 --> 00:24:46.635
Who does that?

00:24:46.796 --> 00:24:47.476
Use car salesman.

00:24:48.156 --> 00:24:48.576
Don't worry about it.

00:24:48.596 --> 00:24:49.537
This is the new model.

00:24:51.856 --> 00:24:52.798
I am from New York.

00:24:53.397 --> 00:24:54.317
I am from the Bronx.

00:24:55.018 --> 00:24:57.578
I can talk louder than you and faster

00:24:57.618 --> 00:24:57.878
than you.

00:24:58.803 --> 00:25:00.444
beware when I start doing that,

00:25:00.605 --> 00:25:01.486
unless I'm just excited.

00:25:01.945 --> 00:25:02.926
But if I'm trying to convince you of

00:25:02.967 --> 00:25:04.268
something and I'm talking real fast and

00:25:04.288 --> 00:25:05.068
I'm like, don't worry about it,

00:25:05.710 --> 00:25:07.371
we'll talk about that later, red flags,

00:25:07.651 --> 00:25:08.192
red flags.

00:25:08.751 --> 00:25:09.894
And I literally sat down and I was

00:25:09.933 --> 00:25:10.114
like,

00:25:10.233 --> 00:25:12.375
I will walk you through every step and

00:25:12.435 --> 00:25:14.837
why I'm doing this and not ten other

00:25:14.857 --> 00:25:15.138
things.

00:25:15.838 --> 00:25:17.079
And when we were done, it was,

00:25:18.181 --> 00:25:19.883
can you guarantee the success of this

00:25:19.923 --> 00:25:20.202
plan?

00:25:20.383 --> 00:25:21.403
And I looked deep in their eyes and

00:25:21.443 --> 00:25:21.664
I said,

00:25:22.228 --> 00:25:22.867
Nope.

00:25:23.608 --> 00:25:25.490
I can guarantee you I will execute exactly

00:25:25.509 --> 00:25:27.431
what I just said and that the reasons

00:25:27.490 --> 00:25:29.451
I made that plan are in my mind.

00:25:29.511 --> 00:25:30.573
And if we come to an agreement,

00:25:31.192 --> 00:25:32.273
which is where I got

00:25:33.011 --> 00:25:34.413
I get a lot more sleep at night

00:25:34.432 --> 00:25:36.414
because I moved my own goalposts.

00:25:37.134 --> 00:25:38.215
My job is not to get you to

00:25:39.096 --> 00:25:40.096
do or believe anything.

00:25:40.577 --> 00:25:41.878
My job is to get you to understand

00:25:41.898 --> 00:25:42.479
what I just said.

00:25:42.719 --> 00:25:43.779
And as soon as that is achieved,

00:25:44.201 --> 00:25:44.961
I shut up.

00:25:45.622 --> 00:25:47.262
And if you want to do that, great.

00:25:47.482 --> 00:25:48.523
And if you don't want to do that,

00:25:49.124 --> 00:25:49.785
also great.

00:25:50.865 --> 00:25:51.806
I make suggestions.

00:25:52.207 --> 00:25:53.067
You make decisions.

00:25:53.347 --> 00:25:55.148
So ultimately, we went in that direction.

00:25:55.189 --> 00:25:55.729
But I did.

00:25:55.868 --> 00:25:58.391
I stopped and I recognized no one else

00:25:58.411 --> 00:25:59.031
is doing that.

00:25:59.172 --> 00:26:01.433
That's why this feels icky and scary.

00:26:02.836 --> 00:26:04.498
What are some good community...

00:26:05.178 --> 00:26:08.280
Community to me is still wildly

00:26:08.381 --> 00:26:09.182
underleveraged.

00:26:09.942 --> 00:26:11.483
Like community events.

00:26:12.585 --> 00:26:13.586
Well, they're not about us.

00:26:14.166 --> 00:26:15.288
Ding, ding, ding, ding, ding, ding, ding,

00:26:15.307 --> 00:26:15.587
ding.

00:26:16.048 --> 00:26:16.848
A five K,

00:26:16.868 --> 00:26:17.950
but we're not putting it on.

00:26:17.970 --> 00:26:19.991
Oh, yeah.

00:26:20.011 --> 00:26:20.512
Great.

00:26:20.732 --> 00:26:21.834
Ding, ding, ding, ding, ding, ding, ding.

00:26:22.314 --> 00:26:22.755
Be there.

00:26:24.076 --> 00:26:24.935
What are some things that you've

00:26:24.976 --> 00:26:27.077
tactically done and seen community-wise,

00:26:27.198 --> 00:26:27.837
grassroots?

00:26:27.877 --> 00:26:28.698
I don't care what it is.

00:26:28.718 --> 00:26:30.699
There's no wrong answer in my brain.

00:26:30.859 --> 00:26:31.519
So much.

00:26:32.240 --> 00:26:34.240
So here's what's hard about community.

00:26:34.300 --> 00:26:37.182
So I'm a huge fan and I continue

00:26:37.222 --> 00:26:38.584
to push this.

00:26:40.064 --> 00:26:43.046
The people who are in charge of the

00:26:43.086 --> 00:26:45.227
budget always want the ROI, right?

00:26:45.866 --> 00:26:48.189
I cannot give you the ROI on us

00:26:48.229 --> 00:26:50.890
going to this community event, right?

00:26:51.606 --> 00:26:53.327
outside of PT, but still in healthcare,

00:26:53.788 --> 00:26:55.729
I had put together,

00:26:55.828 --> 00:26:58.009
I built a marketing organization from the

00:26:58.029 --> 00:26:59.931
ground up and I ended up with a

00:27:00.050 --> 00:27:01.852
large community relations organization

00:27:01.872 --> 00:27:03.653
because ultimately that's what I realized

00:27:03.673 --> 00:27:04.292
needed to happen.

00:27:04.313 --> 00:27:05.673
We're growing,

00:27:05.733 --> 00:27:08.576
we're acquiring new clinics.

00:27:09.655 --> 00:27:10.636
So we're growing through acquisition,

00:27:10.656 --> 00:27:11.936
we're growing through DeNova.

00:27:11.977 --> 00:27:13.278
We wanted to enter really competitive

00:27:13.317 --> 00:27:13.597
markets.

00:27:13.617 --> 00:27:14.739
I'm like, we need to be there.

00:27:14.818 --> 00:27:16.038
We can't just like put an ad out.

00:27:16.619 --> 00:27:18.580
And so we had boots on the ground.

00:27:19.361 --> 00:27:21.301
And it was amazing because there were so

00:27:21.321 --> 00:27:22.762
many good, it was brand awareness,

00:27:22.782 --> 00:27:23.864
so many good connections.

00:27:23.983 --> 00:27:26.765
We like rented an ice cream truck and

00:27:26.785 --> 00:27:28.605
gave away ice cream and had like our

00:27:28.666 --> 00:27:31.347
label, like, you know, easy stuff, right?

00:27:31.387 --> 00:27:34.849
Like it takes people and it takes trust

00:27:34.910 --> 00:27:36.451
and buy-in from the people who are giving

00:27:36.471 --> 00:27:37.372
you the money to do it.

00:27:37.811 --> 00:27:39.012
And ultimately a lot of,

00:27:40.042 --> 00:27:42.025
moms came in and they were like oh

00:27:42.085 --> 00:27:43.766
yeah i saw you at the xyz you

00:27:43.786 --> 00:27:46.508
paid attention like we were at five k's

00:27:46.728 --> 00:27:48.450
oh yeah oh i saw your booth you

00:27:48.470 --> 00:27:50.832
were you were doing whatever it was um

00:27:51.092 --> 00:27:52.732
so yeah like we can't necessarily and we

00:27:52.833 --> 00:27:54.674
added that to our how did you hear

00:27:54.714 --> 00:27:56.336
about us so we at least directionally

00:27:56.375 --> 00:27:57.938
would know like people have heard about us

00:27:57.978 --> 00:27:58.218
or not

00:27:59.501 --> 00:28:00.742
it's worth the investment,

00:28:00.762 --> 00:28:01.442
but you can't be.

00:28:01.742 --> 00:28:03.263
So I will say like,

00:28:03.664 --> 00:28:05.226
how do you make this successful is you

00:28:05.246 --> 00:28:06.586
have to have pillars of like what you're

00:28:06.605 --> 00:28:07.446
willing to support.

00:28:07.807 --> 00:28:10.328
Your audience is going to be there, right?

00:28:10.348 --> 00:28:11.490
And then you have a budget and then

00:28:11.509 --> 00:28:13.070
you have a playbook to sort of execute.

00:28:13.111 --> 00:28:13.330
But like,

00:28:13.351 --> 00:28:14.652
you have to try different things.

00:28:14.692 --> 00:28:16.051
Like the ice cream, I was like,

00:28:16.112 --> 00:28:17.553
we are going to rent an ice cream

00:28:17.593 --> 00:28:17.834
truck.

00:28:18.034 --> 00:28:20.275
We're going to rent an ice cream company.

00:28:20.295 --> 00:28:21.736
Okay.

00:28:21.776 --> 00:28:23.836
Like we're trying to get moms with their

00:28:23.876 --> 00:28:26.778
young children at this community event and

00:28:26.898 --> 00:28:27.720
kids like ice cream.

00:28:28.288 --> 00:28:29.689
But see, in my mind,

00:28:29.808 --> 00:28:31.250
what you did there was actually a step

00:28:31.269 --> 00:28:32.330
before marketing.

00:28:32.431 --> 00:28:33.932
You were like, before we market,

00:28:34.271 --> 00:28:36.452
which is now this like dirty term, right?

00:28:36.472 --> 00:28:38.314
Which is like now it's like sales went

00:28:38.334 --> 00:28:39.474
from being sales is dirty.

00:28:39.515 --> 00:28:40.516
Now marketing is dirty.

00:28:41.215 --> 00:28:42.156
You went a step before that,

00:28:42.176 --> 00:28:42.596
which is like,

00:28:43.037 --> 00:28:46.739
how do I very plainly get the attention

00:28:46.779 --> 00:28:48.039
of the people first?

00:28:48.441 --> 00:28:49.601
And if I need to buy them an

00:28:49.721 --> 00:28:50.362
ice cream cone,

00:28:50.622 --> 00:28:52.163
I will buy them an ice cream cone.

00:28:52.643 --> 00:28:53.303
I'll just do it.

00:28:53.903 --> 00:28:54.703
And then what?

00:28:55.344 --> 00:28:57.445
Well, then what's the next step?

00:28:58.286 --> 00:29:00.287
It's not while I'm handing you the ice

00:29:00.307 --> 00:29:01.607
cream cone, I go, Hey,

00:29:01.627 --> 00:29:02.728
would you like to buy this plan?

00:29:02.768 --> 00:29:03.808
Would you like to buy this packet?

00:29:03.888 --> 00:29:05.529
No, no, no, no, no, no, no, no.

00:29:06.009 --> 00:29:06.930
Step one.

00:29:07.009 --> 00:29:07.069
Hey,

00:29:07.089 --> 00:29:08.090
I hope you enjoy that ice cream cone.

00:29:08.111 --> 00:29:10.592
That's it.

00:29:10.652 --> 00:29:11.893
And you wait and you do that fifty

00:29:11.932 --> 00:29:12.272
times.

00:29:12.353 --> 00:29:13.794
But yes, otherwise...

00:29:14.826 --> 00:29:15.887
The other important part of that,

00:29:15.907 --> 00:29:16.327
which is,

00:29:16.647 --> 00:29:18.348
is this a thing we're going to do?

00:29:18.888 --> 00:29:19.650
Is this a pillar?

00:29:19.910 --> 00:29:21.131
Are we going to plant our flag in

00:29:21.171 --> 00:29:22.372
this?

00:29:22.612 --> 00:29:23.251
I would even say,

00:29:23.632 --> 00:29:25.053
if it's a big enough brand, I'd say,

00:29:25.153 --> 00:29:26.733
screw renting an ice cream truck.

00:29:26.854 --> 00:29:27.233
Buy one.

00:29:27.414 --> 00:29:28.015
Buy one.

00:29:28.035 --> 00:29:28.694
Hit the road.

00:29:28.714 --> 00:29:29.556
At the end of the run,

00:29:29.836 --> 00:29:30.756
you can sell an ice cream truck.

00:29:30.957 --> 00:29:31.916
Trust me, my man.

00:29:32.257 --> 00:29:32.617
You can sell.

00:29:32.778 --> 00:29:35.338
It's a truck with refrigerators on it.

00:29:36.099 --> 00:29:37.200
You paid for a wrap.

00:29:37.380 --> 00:29:38.520
Someone's got to operate it.

00:29:39.060 --> 00:29:42.323
And then your hard cost is buckets of

00:29:42.403 --> 00:29:42.804
ice cream.

00:29:43.483 --> 00:29:44.904
don't see and i don't think andrew's out

00:29:44.924 --> 00:29:46.787
back churning ice cream like you're

00:29:46.807 --> 00:29:48.768
probably just gonna buy it right yes good

00:29:49.608 --> 00:29:51.810
and and then i think that's right which

00:29:51.851 --> 00:29:53.791
is what is the roi i think it's

00:29:53.832 --> 00:29:59.457
the ro a return on attention maybe we

00:29:59.477 --> 00:30:01.657
just invented a new kpi thank god there

00:30:01.718 --> 00:30:04.259
aren't enough kpis enough add it to this

00:30:04.401 --> 00:30:06.142
return on attention which is like well not

00:30:06.182 --> 00:30:07.002
even return attention

00:30:07.894 --> 00:30:09.375
What is the earned attention of this?

00:30:09.537 --> 00:30:11.939
McDonald's put their creepy CEO in front

00:30:11.959 --> 00:30:12.519
of a camera.

00:30:13.119 --> 00:30:14.201
They're not dumb guys.

00:30:14.221 --> 00:30:15.642
They don't accident them way to this.

00:30:15.823 --> 00:30:16.723
There's had to be some.

00:30:16.903 --> 00:30:18.025
Okay.

00:30:18.204 --> 00:30:20.928
Oh, I wanted to talk about Staples Batty.

00:30:21.147 --> 00:30:22.348
Do you know who Staples Batty is?

00:30:22.669 --> 00:30:23.710
Oh, the girl on TikTok.

00:30:23.730 --> 00:30:23.809
Yeah.

00:30:25.011 --> 00:30:25.432
Yes.

00:30:26.952 --> 00:30:28.013
I want to bring it up just for

00:30:28.034 --> 00:30:28.595
the visual.

00:30:28.775 --> 00:30:30.596
Stacey's, we know who she is.

00:30:30.656 --> 00:30:31.498
Staples Batty.

00:30:31.518 --> 00:30:31.597
Yeah.

00:30:34.284 --> 00:30:34.964
Staples Batty.

00:30:35.005 --> 00:30:36.125
And now the story,

00:30:36.204 --> 00:30:37.625
now you and I still have to look

00:30:37.646 --> 00:30:39.508
at this and go, wait, is this real?

00:30:40.969 --> 00:30:42.750
Or is this made up?

00:30:43.111 --> 00:30:44.131
So where did that go?

00:30:44.191 --> 00:30:44.612
There we go.

00:30:44.632 --> 00:30:45.551
That's Staples Batty.

00:30:45.833 --> 00:30:46.452
She has a real name.

00:30:47.273 --> 00:30:51.656
Kadeen Rowland, aka at BlivXX on TikTok.

00:30:51.977 --> 00:30:53.917
Not at Staples Batty because that wouldn't

00:30:53.938 --> 00:30:54.798
make any sense.

00:30:55.259 --> 00:30:57.080
She's a twenty-two-year-old employee at

00:30:57.121 --> 00:30:57.500
Staples.

00:30:57.520 --> 00:30:59.102
She works like the print Photoshop

00:30:59.362 --> 00:31:01.084
counter.

00:31:01.183 --> 00:31:03.705
And she's like super deadpan on TikTok.

00:31:04.971 --> 00:31:07.053
And she's just like talking about pens and

00:31:07.093 --> 00:31:07.772
post-it notes.

00:31:07.813 --> 00:31:09.034
And like, here's the thing.

00:31:09.094 --> 00:31:10.934
Here's what I hope happened.

00:31:12.076 --> 00:31:13.036
She's doing her job.

00:31:13.476 --> 00:31:15.517
And after her seventh day, she's like,

00:31:15.977 --> 00:31:17.198
I think I got this.

00:31:17.278 --> 00:31:17.798
Yep.

00:31:17.857 --> 00:31:19.578
I think I can handle this.

00:31:20.420 --> 00:31:21.180
And now she's just like,

00:31:21.400 --> 00:31:23.000
I'm walking around the store and I don't

00:31:23.060 --> 00:31:26.142
know, like at eleven forty seven a.m.

00:31:26.363 --> 00:31:27.323
Is Staples open?

00:31:28.307 --> 00:31:30.309
busy so she's probably got some time on

00:31:30.329 --> 00:31:33.313
her hands and she's bored and she just

00:31:33.333 --> 00:31:36.955
started making deadpan humor about staples

00:31:36.996 --> 00:31:40.259
stuff and people ate it up why because

00:31:40.298 --> 00:31:41.119
it was authentic

00:31:42.328 --> 00:31:43.930
And is she wearing a Staples shirt?

00:31:44.009 --> 00:31:44.210
Yeah,

00:31:44.230 --> 00:31:45.210
but people are okay with that because

00:31:45.230 --> 00:31:46.050
they're like, she's at work.

00:31:46.151 --> 00:31:46.651
We get it.

00:31:46.750 --> 00:31:48.471
I understand who the character is and what

00:31:48.491 --> 00:31:49.152
their setting is.

00:31:50.353 --> 00:31:52.794
And they have said there has been a

00:31:53.054 --> 00:31:57.195
noticeable increase in sales from Staples

00:31:57.215 --> 00:31:58.916
baddie recording videos.

00:31:58.997 --> 00:31:59.436
Good.

00:32:00.748 --> 00:32:01.788
Here's my question to you.

00:32:02.108 --> 00:32:03.868
Would there have been a noticeable

00:32:03.969 --> 00:32:06.009
increase in sales if they had brought her

00:32:06.210 --> 00:32:08.810
in, put her through media training,

00:32:09.171 --> 00:32:10.731
vetted every one of her ideas,

00:32:11.071 --> 00:32:12.771
given her a better camera crew?

00:32:13.472 --> 00:32:15.473
Any of those improved it?

00:32:16.153 --> 00:32:17.493
No, because we've seen this.

00:32:17.534 --> 00:32:19.454
You and I have seen this, right?

00:32:20.174 --> 00:32:21.596
This is real raw...

00:32:23.174 --> 00:32:26.076
Non-branded content.

00:32:26.175 --> 00:32:26.916
Authentic.

00:32:27.057 --> 00:32:28.037
It's authentic.

00:32:28.096 --> 00:32:28.977
And we've seen this.

00:32:29.076 --> 00:32:30.478
So and Staples supports it.

00:32:30.817 --> 00:32:32.398
Like they are like, do your thing,

00:32:32.419 --> 00:32:33.118
Staples baddie.

00:32:33.878 --> 00:32:34.839
It was, what was it?

00:32:34.900 --> 00:32:36.839
Chick-fil-A or someone.

00:32:37.601 --> 00:32:37.740
Chili's.

00:32:37.760 --> 00:32:38.381
Chili's.

00:32:38.441 --> 00:32:38.861
Someone.

00:32:39.161 --> 00:32:39.500
Cheese.

00:32:40.682 --> 00:32:42.402
There was someone like TikToking and they

00:32:42.422 --> 00:32:43.583
were like, no, you can't do this.

00:32:44.874 --> 00:32:45.555
Oh, yes, yes.

00:32:46.095 --> 00:32:46.516
Oh, yes.

00:32:46.615 --> 00:32:47.415
I forget who that was.

00:32:47.455 --> 00:32:48.497
But then the other flip side of it

00:32:48.517 --> 00:32:49.097
was Chili's.

00:32:49.137 --> 00:32:51.240
Some girls just in Chili's with a phone

00:32:51.599 --> 00:32:52.661
and she like takes a bite of a

00:32:52.701 --> 00:32:54.221
mozzarella stick and the cheese is like

00:32:54.261 --> 00:32:55.482
eleven feet long and she's like, oh,

00:32:55.522 --> 00:32:56.864
my God, this is so cheesy.

00:32:57.223 --> 00:32:58.125
And next thing you know, people like,

00:32:58.164 --> 00:32:59.125
well, give me that cheese.

00:32:59.145 --> 00:32:59.205
Huh?

00:32:59.226 --> 00:33:00.826
I didn't see that.

00:33:00.846 --> 00:33:02.028
That was a that was like a big

00:33:02.107 --> 00:33:03.088
that was like from like six,

00:33:03.128 --> 00:33:03.650
eight months ago.

00:33:04.602 --> 00:33:05.923
But I could have made that video with

00:33:05.962 --> 00:33:07.344
AI in twelve minutes.

00:33:07.723 --> 00:33:10.926
But people, they can smell it, man.

00:33:11.086 --> 00:33:12.347
People know when you're selling them.

00:33:12.548 --> 00:33:13.548
I say this all the time.

00:33:13.588 --> 00:33:14.148
My phrase,

00:33:14.189 --> 00:33:15.369
I don't even know if I coined this.

00:33:16.089 --> 00:33:17.570
I call it don't break the spell.

00:33:18.892 --> 00:33:21.013
Where if Andrea is on LinkedIn and you

00:33:21.034 --> 00:33:22.414
write well on LinkedIn and you're like

00:33:22.454 --> 00:33:23.675
this and this and this.

00:33:23.996 --> 00:33:24.876
Don't you hate when?

00:33:25.277 --> 00:33:25.896
I hate when.

00:33:25.936 --> 00:33:27.278
People, why do you always do this?

00:33:28.179 --> 00:33:29.539
And if somewhere three quarters of the way

00:33:29.559 --> 00:33:30.621
through the post, you'd be like,

00:33:30.921 --> 00:33:31.381
and book a,

00:33:31.602 --> 00:33:33.222
why don't you book a discovery call with

00:33:33.262 --> 00:33:33.383
me?

00:33:34.909 --> 00:33:36.650
You are not back to zero in your

00:33:36.690 --> 00:33:37.029
points.

00:33:37.069 --> 00:33:38.871
You are now negative fourteen thousand

00:33:38.911 --> 00:33:39.191
points.

00:33:39.330 --> 00:33:40.371
Oh, man, you were perfect.

00:33:40.471 --> 00:33:41.412
I was like educating,

00:33:41.912 --> 00:33:43.432
providing some information here.

00:33:43.472 --> 00:33:44.373
And now you're selling to me.

00:33:44.512 --> 00:33:46.614
Oh, God, this whole thing was fake.

00:33:47.653 --> 00:33:48.855
That's why I don't like gentlemen's clubs.

00:33:48.875 --> 00:33:49.515
I get it.

00:33:49.875 --> 00:33:50.755
Like, you don't like me.

00:33:50.915 --> 00:33:52.096
You like me because I have forty six

00:33:52.115 --> 00:33:52.976
dollars in my pocket.

00:33:53.317 --> 00:33:53.616
Got it.

00:33:53.977 --> 00:33:55.116
As soon as I walk in, I'm like,

00:33:55.217 --> 00:33:55.537
I'm good.

00:33:56.317 --> 00:33:57.018
I'm good.

00:33:57.038 --> 00:33:57.557
Don't want to.

00:33:57.577 --> 00:33:57.897
It's fake.

00:33:58.259 --> 00:33:59.019
It's too fake for me.

00:33:59.318 --> 00:34:00.538
People want authenticity.

00:34:01.380 --> 00:34:01.519
Um.

00:34:03.064 --> 00:34:04.625
I worked at a healthcare organization.

00:34:05.505 --> 00:34:06.244
I won't say which one,

00:34:06.384 --> 00:34:07.165
but if you go to my LinkedIn,

00:34:07.385 --> 00:34:09.387
you'll figure it out.

00:34:09.547 --> 00:34:12.228
And there were two women who were just

00:34:12.367 --> 00:34:15.449
really good at giving away documentation

00:34:15.489 --> 00:34:18.791
tips on the Instagrams.

00:34:18.951 --> 00:34:21.010
And then they were selling guides for

00:34:21.032 --> 00:34:22.452
like, twenty-two dollars.

00:34:23.351 --> 00:34:24.413
They weren't buying a yacht.

00:34:25.748 --> 00:34:28.730
with their PDFs that they were giving

00:34:28.750 --> 00:34:29.010
away.

00:34:29.050 --> 00:34:29.911
But people loved it.

00:34:29.951 --> 00:34:31.273
And they do a couple live streams.

00:34:31.313 --> 00:34:32.452
And I got brought into a meeting where

00:34:32.474 --> 00:34:32.713
they're like,

00:34:32.773 --> 00:34:33.715
how do we shut these people down?

00:34:33.755 --> 00:34:34.155
And I was like,

00:34:36.036 --> 00:34:36.956
what are you talking about?

00:34:37.056 --> 00:34:39.159
They have more Instagram followers than

00:34:39.219 --> 00:34:40.159
this company.

00:34:41.621 --> 00:34:43.061
They have more Instagram followers than

00:34:43.101 --> 00:34:43.623
this company.

00:34:43.922 --> 00:34:46.204
This company has fewer Instagram followers

00:34:46.425 --> 00:34:48.306
than the number of employees we have.

00:34:48.686 --> 00:34:50.507
Our own people don't follow us.

00:34:51.469 --> 00:34:51.889
And they were like,

00:34:51.909 --> 00:34:53.289
but they're taking our information.

00:34:53.329 --> 00:34:53.610
And I go...

00:34:54.701 --> 00:34:55.581
Are they?

00:34:55.601 --> 00:34:58.423
These are just normal documentation tips.

00:34:59.364 --> 00:35:02.086
Well, we talk about it in our meetings.

00:35:02.186 --> 00:35:03.208
And then next thing you know, three,

00:35:03.268 --> 00:35:04.608
seven, nine weeks later,

00:35:04.628 --> 00:35:05.608
it shows up on Instagram.

00:35:05.648 --> 00:35:05.929
And I go,

00:35:05.969 --> 00:35:07.550
why aren't you putting them on Instagram?

00:35:09.032 --> 00:35:11.253
And I got looked at like I was

00:35:11.273 --> 00:35:12.275
the dumbest guy in the room.

00:35:13.335 --> 00:35:14.655
Fast forward a couple years later,

00:35:15.097 --> 00:35:16.398
those women don't work there anymore.

00:35:16.717 --> 00:35:18.719
And now most of their full-time job is

00:35:19.539 --> 00:35:20.320
the Instagrams.

00:35:20.420 --> 00:35:21.742
And I'm like, wow, that was a dumb...

00:35:21.782 --> 00:35:22.463
I mean, I worked there.

00:35:23.170 --> 00:35:23.530
And I was like,

00:35:24.032 --> 00:35:25.052
I could be doing things,

00:35:25.092 --> 00:35:26.233
but it had to go through so many

00:35:26.273 --> 00:35:26.673
filters.

00:35:26.793 --> 00:35:27.474
I never got on there.

00:35:27.494 --> 00:35:27.775
I'm like,

00:35:27.815 --> 00:35:29.856
why'd you hire me to not put me

00:35:29.936 --> 00:35:31.438
on your own social media content?

00:35:31.697 --> 00:35:32.619
Walk me through that.

00:35:32.639 --> 00:35:36.702
And that's what happens with these branded

00:35:36.742 --> 00:35:37.322
accounts, right?

00:35:37.342 --> 00:35:39.065
It just gets super watered down or

00:35:39.125 --> 00:35:41.186
Frankensteined or safe.

00:35:41.206 --> 00:35:44.009
And that's what the output is.

00:35:44.909 --> 00:35:46.010
I mean, here's the reason, right?

00:35:46.530 --> 00:35:47.692
And I learned this in radio.

00:35:47.972 --> 00:35:48.753
You don't get beat.

00:35:49.253 --> 00:35:50.293
You don't fail...

00:35:51.382 --> 00:35:53.123
from the song you don't play.

00:35:53.983 --> 00:35:54.824
And I'll give you a pitch.

00:35:54.965 --> 00:35:56.266
Let's say, Andrea, as a record,

00:35:56.326 --> 00:35:57.405
you work for a record company.

00:35:57.465 --> 00:35:58.467
You work for Sony Records.

00:35:58.987 --> 00:35:59.748
And you're like, Jimmy,

00:36:00.248 --> 00:36:01.708
I'm going to come in on my monthly

00:36:01.748 --> 00:36:02.628
visit to Scranton,

00:36:02.668 --> 00:36:03.690
where I used to run a radio station.

00:36:03.710 --> 00:36:03.949
You're like,

00:36:03.969 --> 00:36:04.809
I'm going to take you out to dinner.

00:36:04.849 --> 00:36:05.130
Great.

00:36:05.731 --> 00:36:06.590
That's building rapport.

00:36:06.911 --> 00:36:08.552
You're like, I got this great new record.

00:36:08.572 --> 00:36:09.492
I don't know why they still call them

00:36:09.552 --> 00:36:11.293
records, but essentially,

00:36:11.313 --> 00:36:12.014
I got a great new song.

00:36:12.054 --> 00:36:12.755
I want you to play it.

00:36:13.735 --> 00:36:15.275
And I'd be like, can I hear it?

00:36:15.315 --> 00:36:16.215
And they're like,

00:36:16.235 --> 00:36:17.215
don't you want to support this band?

00:36:17.235 --> 00:36:17.876
This band's great.

00:36:17.896 --> 00:36:20.757
I'm like, can I hear the song first?

00:36:20.817 --> 00:36:21.878
If it's great, I'll play it.

00:36:21.918 --> 00:36:23.197
If it's a great song from a nowhere

00:36:23.237 --> 00:36:24.418
band, I'll play it.

00:36:24.838 --> 00:36:25.958
If it's a crap song from a known

00:36:25.978 --> 00:36:27.780
band, I'll put it out there.

00:36:28.139 --> 00:36:29.320
But I'm going to ask the audience, hey,

00:36:29.340 --> 00:36:29.840
great band.

00:36:29.900 --> 00:36:30.601
What do you think of this song?

00:36:32.300 --> 00:36:33.141
And a boss taught me,

00:36:33.380 --> 00:36:34.521
you don't get beat by the songs you

00:36:34.541 --> 00:36:35.001
don't play.

00:36:35.561 --> 00:36:37.001
Because for three and a half minutes,

00:36:37.161 --> 00:36:38.481
all you are is that song.

00:36:39.023 --> 00:36:40.262
All you are is that song.

00:36:40.483 --> 00:36:40.922
That's it.

00:36:41.762 --> 00:36:42.483
Even if you're like, well,

00:36:42.583 --> 00:36:44.143
ninety nine point nine nine nine percent

00:36:44.164 --> 00:36:44.864
of time, we're awesome.

00:36:45.284 --> 00:36:46.364
For three and a half minutes,

00:36:46.384 --> 00:36:47.324
if you're playing a turd,

00:36:47.565 --> 00:36:49.704
you are a turd.

00:36:50.525 --> 00:36:52.385
So this is why people be like,

00:36:52.425 --> 00:36:54.346
why don't you guys play more risky stuff?

00:36:54.385 --> 00:36:56.427
It's like as people leave, they leave.

00:36:56.686 --> 00:36:57.586
That's all it takes.

00:36:57.626 --> 00:36:58.806
It's just I don't like this.

00:36:59.086 --> 00:37:00.427
So but now, Andrew,

00:37:00.467 --> 00:37:01.728
it sounds like I'm arguing.

00:37:03.088 --> 00:37:03.989
against myself.

00:37:04.130 --> 00:37:06.451
Well, then don't do anything different.

00:37:06.471 --> 00:37:07.550
That's not what I'm saying.

00:37:07.590 --> 00:37:10.693
I'm saying take some calculated risk.

00:37:11.353 --> 00:37:13.614
No risk is a risk.

00:37:14.094 --> 00:37:16.076
Lots and lots of risk is risk.

00:37:16.956 --> 00:37:17.135
Right.

00:37:17.255 --> 00:37:18.597
And it's also knowing your audience,

00:37:18.817 --> 00:37:19.097
right?

00:37:19.137 --> 00:37:19.878
Like, that's it.

00:37:20.077 --> 00:37:20.157
Yeah.

00:37:21.155 --> 00:37:22.416
I had to sit there and we did

00:37:22.436 --> 00:37:23.456
that whole stupid thing.

00:37:23.556 --> 00:37:24.896
I thought it was the dumbest exercise

00:37:24.936 --> 00:37:25.036
ever.

00:37:25.056 --> 00:37:26.036
I'm twenty three,

00:37:26.077 --> 00:37:27.737
twenty four years old and we're building

00:37:27.858 --> 00:37:28.538
an avatar.

00:37:28.617 --> 00:37:28.938
And I'm like,

00:37:28.978 --> 00:37:30.219
we're never going to use this.

00:37:30.659 --> 00:37:32.300
I still use it to this day.

00:37:32.619 --> 00:37:33.920
If you listen to this podcast,

00:37:34.380 --> 00:37:36.501
my outro talks about, oh,

00:37:36.521 --> 00:37:37.501
we have to read the disclaimer.

00:37:37.742 --> 00:37:39.322
And then like the voice guy talks to

00:37:39.342 --> 00:37:40.603
the lawyer like, see, Keith, we did it.

00:37:40.663 --> 00:37:42.483
Keith, Keith was the name of the avatar.

00:37:42.784 --> 00:37:45.264
I'm still thinking of Keith.

00:37:45.284 --> 00:37:46.264
We built a whole universe.

00:37:46.304 --> 00:37:47.865
Keith married Karen,

00:37:47.905 --> 00:37:49.005
their high school sweethearts.

00:37:49.025 --> 00:37:50.246
They had Carl and Carrie.

00:37:52.735 --> 00:37:54.076
You're saying we need avatars.

00:37:54.115 --> 00:37:55.996
I'm saying for every product,

00:37:56.036 --> 00:37:56.896
you should at least be like,

00:37:56.956 --> 00:37:57.976
who the hell would buy this?

00:37:58.237 --> 00:38:00.657
How are you supposed to make any good

00:38:00.697 --> 00:38:01.518
decision if you're like,

00:38:02.577 --> 00:38:03.338
would they like this?

00:38:03.358 --> 00:38:04.358
Like, hey, we're going to do this.

00:38:04.378 --> 00:38:05.559
We're going to make this video and we're

00:38:05.579 --> 00:38:07.159
going to run a Fleetwood Mac song behind

00:38:07.219 --> 00:38:07.338
it.

00:38:07.358 --> 00:38:09.398
It's like our audience is nineteen.

00:38:09.458 --> 00:38:10.940
They're going to go, what's this old crap?

00:38:11.260 --> 00:38:12.400
Although nowadays, I don't know,

00:38:12.420 --> 00:38:13.159
like Stevie Nicks.

00:38:13.599 --> 00:38:16.820
I went to festivals a couple of years

00:38:16.880 --> 00:38:18.320
ago and Stevie Nicks was like the big...

00:38:18.876 --> 00:38:19.117
Right.

00:38:19.336 --> 00:38:21.498
Or actually, we've been so far away.

00:38:21.619 --> 00:38:22.079
Now the loop.

00:38:22.920 --> 00:38:23.981
Then that makes sense.

00:38:24.001 --> 00:38:25.422
But you have to have a decision making

00:38:25.463 --> 00:38:25.922
process.

00:38:26.543 --> 00:38:27.164
You're exactly right.

00:38:27.204 --> 00:38:29.385
And I say, so the persona avatar thing,

00:38:29.786 --> 00:38:32.168
I do not work with anyone without creating

00:38:32.248 --> 00:38:34.751
a persona because you need to know who

00:38:34.771 --> 00:38:35.530
you're talking to.

00:38:35.610 --> 00:38:35.952
Otherwise,

00:38:35.972 --> 00:38:37.132
you don't know what you're saying or

00:38:37.152 --> 00:38:37.853
what's going to work.

00:38:38.152 --> 00:38:39.735
How do I make a decision between left

00:38:39.815 --> 00:38:41.456
or right if I don't know who the

00:38:41.496 --> 00:38:43.117
hell I'm giving directions to?

00:38:43.177 --> 00:38:43.338
Right.

00:38:44.228 --> 00:38:45.208
What?

00:38:45.530 --> 00:38:47.150
I know it feels a lot of times

00:38:47.170 --> 00:38:48.490
when you sit down to do this with

00:38:48.510 --> 00:38:49.570
someone, maybe you've felt this.

00:38:50.211 --> 00:38:50.871
They're sort of like,

00:38:51.992 --> 00:38:52.672
why are we doing this?

00:38:52.693 --> 00:38:54.353
This is like a stupid exercise.

00:38:55.233 --> 00:38:57.474
Maybe this exercise is only for me because

00:38:57.934 --> 00:38:59.795
I can't help you unless I know who

00:38:59.835 --> 00:39:00.456
it is you help.

00:39:01.016 --> 00:39:02.456
And just because you feel it in your

00:39:02.496 --> 00:39:04.717
bones doesn't mean you've talked it out.

00:39:04.958 --> 00:39:06.918
The best feeling, what's that feeling?

00:39:07.278 --> 00:39:07.980
Schadenfreude,

00:39:08.039 --> 00:39:10.221
where you sort of like someone else's

00:39:10.260 --> 00:39:10.521
pain.

00:39:11.101 --> 00:39:13.222
yeah like you like i sort of like

00:39:13.242 --> 00:39:14.364
i have a little schadenfreude when i'm in

00:39:14.384 --> 00:39:16.106
a meeting and everyone's like i don't know

00:39:16.126 --> 00:39:17.686
why we're doing this exercise everyone

00:39:17.706 --> 00:39:19.429
here is already in agreement with who we

00:39:19.449 --> 00:39:21.490
do and i ask like four questions and

00:39:21.530 --> 00:39:23.952
half the room is like i no i

00:39:23.992 --> 00:39:25.114
don't think that's right now they're like

00:39:25.693 --> 00:39:28.297
oh this this this room of leaders of

00:39:28.336 --> 00:39:30.219
this organization don't know the answer to

00:39:30.259 --> 00:39:32.521
these questions but this is a waste of

00:39:32.581 --> 00:39:33.581
time i'm just like hmm

00:39:37.170 --> 00:39:37.530
It's like,

00:39:37.891 --> 00:39:39.692
because the conversation that I have and

00:39:39.891 --> 00:39:42.172
you have as well is who are,

00:39:42.193 --> 00:39:42.873
who's your audience?

00:39:42.893 --> 00:39:43.813
Like, who's your persona?

00:39:44.434 --> 00:39:45.335
That's who you think it is.

00:39:45.414 --> 00:39:45.876
Okay, cool.

00:39:45.936 --> 00:39:47.556
Let's figure out who your persona actually

00:39:47.597 --> 00:39:47.737
is.

00:39:49.418 --> 00:39:50.398
Your customer journey.

00:39:50.539 --> 00:39:51.498
Like I always,

00:39:51.559 --> 00:39:53.581
it's literally in my checklist of starting

00:39:53.621 --> 00:39:54.061
to work with,

00:39:54.460 --> 00:39:56.461
give me your customer journey that you

00:39:56.481 --> 00:39:57.282
think it is cool.

00:39:57.382 --> 00:39:57.563
Okay.

00:39:57.603 --> 00:39:58.603
Now we're going to document what it

00:39:58.643 --> 00:39:59.164
actually is.

00:39:59.764 --> 00:40:01.565
I also like the added one a little

00:40:01.585 --> 00:40:01.846
bit of,

00:40:02.166 --> 00:40:03.106
cause I like to poke the bear.

00:40:04.827 --> 00:40:06.047
Do you talk to that person in this

00:40:06.068 --> 00:40:06.248
way?

00:40:06.447 --> 00:40:06.947
All the time.

00:40:07.108 --> 00:40:07.588
Awesome.

00:40:07.648 --> 00:40:08.389
Hey, on the big screen,

00:40:08.409 --> 00:40:09.829
can we bring up... Let's do it.

00:40:09.849 --> 00:40:10.291
Hey, everybody.

00:40:10.411 --> 00:40:11.891
Let's bring up your website,

00:40:11.911 --> 00:40:13.672
your Instagram, your YouTube,

00:40:13.733 --> 00:40:14.733
your LinkedIn.

00:40:15.454 --> 00:40:15.813
Excellent.

00:40:15.855 --> 00:40:17.175
Now, take as much time as you want.

00:40:17.396 --> 00:40:19.456
Can you show me three examples from the

00:40:19.496 --> 00:40:20.617
last twelve months?

00:40:20.657 --> 00:40:21.117
Or one.

00:40:21.398 --> 00:40:21.759
Or one.

00:40:22.199 --> 00:40:23.920
And they're just, well, it's implied.

00:40:24.099 --> 00:40:26.681
And I was like, oh, I'm so sorry.

00:40:26.782 --> 00:40:28.163
It's implied.

00:40:29.083 --> 00:40:29.764
Thanks for coming out.

00:40:31.811 --> 00:40:33.753
Now it's like, huh.

00:40:33.793 --> 00:40:34.532
And that's usually like,

00:40:34.652 --> 00:40:36.954
I can tell how they react to that

00:40:36.994 --> 00:40:37.713
sort of stage,

00:40:38.014 --> 00:40:39.635
how the rest of this engagement is going

00:40:39.655 --> 00:40:41.295
to go, which is also why I'm like,

00:40:41.356 --> 00:40:42.936
you pay me up front.

00:40:43.175 --> 00:40:44.597
Because I'm not walking you all the way

00:40:44.617 --> 00:40:45.036
to this.

00:40:45.056 --> 00:40:46.297
And you'd be like, well,

00:40:46.317 --> 00:40:47.057
we want to put the brakes on.

00:40:47.077 --> 00:40:48.018
This looks like too much work.

00:40:48.038 --> 00:40:49.599
I'm like, uh-uh.

00:40:49.619 --> 00:40:50.798
I just cleared my schedule for you,

00:40:50.838 --> 00:40:51.179
my man.

00:40:51.938 --> 00:40:52.760
We're in for a penny,

00:40:52.800 --> 00:40:53.440
in for a pound.

00:40:57.780 --> 00:41:01.222
Research is showing patients trust short

00:41:01.262 --> 00:41:04.623
form video from real doctors more than

00:41:04.684 --> 00:41:07.246
traditional hospital advertising.

00:41:07.925 --> 00:41:09.367
Doctors explaining things on camera

00:41:09.507 --> 00:41:13.449
outperform polished commercials.

00:41:13.809 --> 00:41:16.230
I've worked with brands before and I've

00:41:16.490 --> 00:41:17.411
said the phrase,

00:41:17.871 --> 00:41:19.112
your camera looks too good.

00:41:20.519 --> 00:41:22.501
And they're like, but it's a great camera.

00:41:22.521 --> 00:41:23.481
And I'm like, yes.

00:41:23.981 --> 00:41:24.922
But if you want me to trust me,

00:41:24.983 --> 00:41:26.864
I cannot look like you're talking to me

00:41:26.923 --> 00:41:29.905
from the top of Marvel Tower and Tony

00:41:29.945 --> 00:41:30.686
Stark's lab.

00:41:30.885 --> 00:41:31.626
I'm like, I need you to,

00:41:31.686 --> 00:41:33.146
if you're like ER, blah, blah, blah,

00:41:33.668 --> 00:41:34.188
show me.

00:41:34.467 --> 00:41:36.128
I mean, phones are right there.

00:41:36.228 --> 00:41:37.949
Phones are right there.

00:41:38.090 --> 00:41:39.510
They're dead on exact.

00:41:39.791 --> 00:41:41.231
Because everybody has one,

00:41:41.492 --> 00:41:42.773
we trust that quality.

00:41:43.052 --> 00:41:44.514
But if you go for a thirty thousand

00:41:44.554 --> 00:41:46.675
dollar cinematography, blah, blah, blah,

00:41:46.695 --> 00:41:47.034
camera.

00:41:47.355 --> 00:41:47.576
Sorry.

00:41:48.456 --> 00:41:49.556
So this is research.

00:41:49.737 --> 00:41:51.376
And I know healthcare people love

00:41:51.436 --> 00:41:51.836
research.

00:41:51.936 --> 00:41:52.418
But ironically,

00:41:52.458 --> 00:41:53.577
there is research that says,

00:41:53.677 --> 00:41:55.199
if you start a phrase with research says,

00:41:55.458 --> 00:41:57.079
people believe what follows you less.

00:41:58.320 --> 00:41:58.780
I'm just showing...

00:41:58.860 --> 00:41:59.860
I won't say research says.

00:42:00.820 --> 00:42:03.081
What I will say is actual data from

00:42:03.302 --> 00:42:06.103
social platforms confirms that

00:42:08.260 --> 00:42:10.001
Patients trust short form videos from real

00:42:10.021 --> 00:42:10.422
doctors.

00:42:10.621 --> 00:42:13.123
So why do people trust phone more than

00:42:13.143 --> 00:42:14.005
million dollar commercial?

00:42:14.085 --> 00:42:14.786
We understand that.

00:42:15.346 --> 00:42:17.288
Should clinicians become creators?

00:42:17.367 --> 00:42:18.409
Are we even past this?

00:42:18.449 --> 00:42:19.849
We know the answer to this question.

00:42:21.150 --> 00:42:21.692
They should.

00:42:21.851 --> 00:42:23.853
But just like the McDonald's CEO,

00:42:25.914 --> 00:42:26.956
it's not every clinician.

00:42:27.356 --> 00:42:27.556
Yeah.

00:42:28.597 --> 00:42:30.340
But they absolutely I mean,

00:42:30.739 --> 00:42:32.121
the number of health care professionals

00:42:32.141 --> 00:42:34.804
that I follow on Instagram is crazy,

00:42:35.503 --> 00:42:36.184
but they're real.

00:42:36.244 --> 00:42:37.166
And I make sure like that.

00:42:37.186 --> 00:42:38.126
But that's the thing, right,

00:42:38.166 --> 00:42:39.688
is like they need to actually be real

00:42:39.748 --> 00:42:40.389
clinicians.

00:42:40.568 --> 00:42:43.952
And and that's I think what big and

00:42:44.311 --> 00:42:45.572
I think we've talked about this is like

00:42:45.672 --> 00:42:50.197
large health care organizations are afraid

00:42:50.257 --> 00:42:51.978
to like take the risk and put their

00:42:52.018 --> 00:42:53.000
clinicians out there.

00:42:53.420 --> 00:42:54.501
And they're doing it independently,

00:42:54.521 --> 00:42:55.141
like we just said.

00:42:55.302 --> 00:42:55.681
Correct.

00:42:55.862 --> 00:42:56.963
I can do it from my phone,

00:42:57.023 --> 00:42:58.182
but it's not the official account.

00:42:58.202 --> 00:42:59.463
You know how many times I worked at

00:42:59.824 --> 00:43:01.425
large hospital systems?

00:43:01.485 --> 00:43:02.226
I won't say which one,

00:43:02.545 --> 00:43:03.365
but if you go to my LinkedIn,

00:43:03.385 --> 00:43:04.045
you can figure it out.

00:43:05.407 --> 00:43:07.527
And there were physicians just in their

00:43:07.608 --> 00:43:08.108
offices.

00:43:08.228 --> 00:43:10.449
And then I was sent to interview them

00:43:10.469 --> 00:43:11.289
or do something online.

00:43:11.630 --> 00:43:12.030
And of course,

00:43:12.090 --> 00:43:12.951
I'm going to look at who they are.

00:43:13.610 --> 00:43:14.971
And I would know how this day was

00:43:14.990 --> 00:43:15.532
going to go.

00:43:16.233 --> 00:43:17.673
I worked with one dermatologist,

00:43:17.713 --> 00:43:20.175
looked him up, and I was like, oh,

00:43:20.536 --> 00:43:22.398
I can skip the first nine pages of

00:43:22.438 --> 00:43:23.179
why we're doing this.

00:43:23.579 --> 00:43:25.400
Dude came with his own camera and ring

00:43:25.460 --> 00:43:25.702
light.

00:43:25.782 --> 00:43:26.141
I was like,

00:43:26.161 --> 00:43:27.182
we're going to have a good day.

00:43:27.543 --> 00:43:29.105
Don't worry about it.

00:43:29.144 --> 00:43:30.045
I got out and I was like,

00:43:30.166 --> 00:43:31.706
I'm going to take lessons from you today.

00:43:32.768 --> 00:43:34.409
And went swimmingly.

00:43:35.271 --> 00:43:36.532
And content came out.

00:43:37.657 --> 00:43:39.418
Great quality, great content.

00:43:39.478 --> 00:43:41.219
Could not have asked for a better peanut

00:43:41.239 --> 00:43:42.800
butter and jelly mashup.

00:43:44.081 --> 00:43:45.143
Short, sweet to the point,

00:43:45.242 --> 00:43:46.023
but informative,

00:43:46.043 --> 00:43:48.806
but not too nose in the air.

00:43:48.885 --> 00:43:49.286
And I was like,

00:43:49.365 --> 00:43:50.447
my man knows what's up.

00:43:51.047 --> 00:43:51.648
Love that.

00:43:52.248 --> 00:43:55.791
I also love the physicians who have never

00:43:55.831 --> 00:43:56.152
done it.

00:43:57.199 --> 00:43:59.639
but they see me, or not just me,

00:43:59.679 --> 00:44:00.500
but someone who's like,

00:44:00.539 --> 00:44:01.579
I'm going to put some effort into this.

00:44:01.639 --> 00:44:02.019
And they're like,

00:44:02.719 --> 00:44:03.480
just tell me what to do.

00:44:03.659 --> 00:44:05.181
They're like, I get it,

00:44:05.201 --> 00:44:05.780
but I don't know how.

00:44:05.820 --> 00:44:06.300
They're like,

00:44:06.400 --> 00:44:07.981
I know I'm smart because I talk to

00:44:08.001 --> 00:44:08.121
people.

00:44:08.141 --> 00:44:08.422
And I'm like,

00:44:08.621 --> 00:44:10.802
then I also love working with that person

00:44:10.822 --> 00:44:11.101
who's like,

00:44:11.141 --> 00:44:11.942
I need you to trust me a little

00:44:11.961 --> 00:44:12.101
bit.

00:44:12.541 --> 00:44:14.503
And then talking to a smart clinician,

00:44:15.023 --> 00:44:15.163
hey,

00:44:15.202 --> 00:44:16.762
here's why we're also going to have this.

00:44:16.802 --> 00:44:18.284
And they're like, got it.

00:44:18.344 --> 00:44:19.164
I love those.

00:44:19.824 --> 00:44:21.105
The ones that get online, they're like,

00:44:21.164 --> 00:44:24.068
I have nine minutes and let's knock this

00:44:24.168 --> 00:44:24.288
out.

00:44:24.347 --> 00:44:24.987
I'm like, okay,

00:44:25.208 --> 00:44:26.068
this is going to be a turd,

00:44:26.108 --> 00:44:27.269
but I'm going to check the box.

00:44:28.271 --> 00:44:29.833
So here's where I think the missing link

00:44:29.913 --> 00:44:30.052
is.

00:44:30.333 --> 00:44:31.833
If people are actually still listening to

00:44:31.873 --> 00:44:33.916
this,

00:44:33.956 --> 00:44:37.079
you have to give people the three T's

00:44:37.099 --> 00:44:38.139
and three P's.

00:44:38.300 --> 00:44:39.380
Have I ever talked about these?

00:44:39.440 --> 00:44:39.981
I made these up.

00:44:40.862 --> 00:44:40.942
No.

00:44:40.961 --> 00:44:41.682
Three T's, three P's.

00:44:42.342 --> 00:44:44.385
Three T's, tools, training, and time.

00:44:46.675 --> 00:44:48.056
If you don't give me the right tools,

00:44:48.117 --> 00:44:50.057
and it could just be like a ninety

00:44:50.077 --> 00:44:50.818
dollar microphone.

00:44:50.838 --> 00:44:51.780
If you're going to spend money on a

00:44:51.800 --> 00:44:52.699
microphone or a camera,

00:44:52.739 --> 00:44:53.340
spend it on a microphone.

00:44:53.740 --> 00:44:54.380
And I might be biased.

00:44:54.802 --> 00:44:55.121
Little ones.

00:44:55.481 --> 00:44:56.063
So tools,

00:44:56.543 --> 00:44:57.643
they have to know how to use it.

00:44:58.143 --> 00:44:59.324
Not only use the tools,

00:44:59.684 --> 00:45:02.047
but like the tool is also Instagram.

00:45:02.987 --> 00:45:03.768
How do I use that?

00:45:04.128 --> 00:45:04.407
Okay.

00:45:04.447 --> 00:45:04.829
Structure.

00:45:04.909 --> 00:45:05.068
Got it.

00:45:05.088 --> 00:45:05.489
Got it.

00:45:05.509 --> 00:45:06.210
Tools training.

00:45:06.949 --> 00:45:08.150
And it can't be do it whenever.

00:45:08.411 --> 00:45:09.512
I'm very sorry.

00:45:09.592 --> 00:45:10.251
Do it whenever.

00:45:11.012 --> 00:45:12.153
Like you're even pissed off when the

00:45:12.193 --> 00:45:13.614
cleaning company says they're going to

00:45:13.635 --> 00:45:14.695
come twice a week and they don't.

00:45:15.528 --> 00:45:18.610
If it's not scheduled, and I'm very sorry,

00:45:18.690 --> 00:45:22.032
I know margins are thin, this is work.

00:45:22.253 --> 00:45:23.653
That's right.

00:45:23.773 --> 00:45:25.494
And if we're not designing it to get

00:45:25.554 --> 00:45:26.315
desired outcomes,

00:45:26.355 --> 00:45:27.416
and there could be different outcomes,

00:45:28.295 --> 00:45:28.896
this is work.

00:45:29.396 --> 00:45:30.697
And if it's not aimed at an outcome,

00:45:30.938 --> 00:45:31.458
then you're right.

00:45:31.898 --> 00:45:32.978
Then do whatever you want in your own

00:45:32.998 --> 00:45:33.159
time.

00:45:34.291 --> 00:45:34.492
Okay.

00:45:34.552 --> 00:45:35.331
So those are the three T's.

00:45:35.371 --> 00:45:36.273
Tools, training, and time.

00:45:36.612 --> 00:45:38.152
And then for Marcus Limonis,

00:45:38.273 --> 00:45:39.032
I stole the three P's.

00:45:39.333 --> 00:45:40.713
People, process, product.

00:45:41.353 --> 00:45:42.715
You have to have the right person.

00:45:42.914 --> 00:45:44.775
I can make a six and eight.

00:45:45.175 --> 00:45:46.315
I can't make a four and eight.

00:45:47.655 --> 00:45:48.076
Not now.

00:45:48.576 --> 00:45:49.637
Maybe in months, I can.

00:45:50.097 --> 00:45:50.336
Right?

00:45:50.757 --> 00:45:51.336
Right.

00:45:51.416 --> 00:45:53.358
People, process.

00:45:53.597 --> 00:45:55.217
There needs to be a repeatable process.

00:45:55.398 --> 00:45:57.798
You can't film a new Scorsese movie every

00:45:57.838 --> 00:45:58.539
day in the clinic.

00:45:58.579 --> 00:45:59.880
That's just not possible.

00:46:01.184 --> 00:46:03.286
People, process, and then product.

00:46:03.686 --> 00:46:06.068
You actually have to have the clinic that

00:46:06.108 --> 00:46:07.449
delivers on what you just said.

00:46:07.710 --> 00:46:09.771
And if you don't, not.

00:46:10.371 --> 00:46:12.293
The product also has to be like, oh,

00:46:12.333 --> 00:46:13.175
this is acceptable.

00:46:13.255 --> 00:46:14.235
This is what the goal is.

00:46:15.115 --> 00:46:16.416
Number of... Fifty of these.

00:46:16.476 --> 00:46:18.137
Frequency, intensity, time, type, volume,

00:46:18.157 --> 00:46:18.458
progression.

00:46:18.699 --> 00:46:20.239
So the three Ts and the three Ps.

00:46:20.440 --> 00:46:20.639
That's it.

00:46:20.699 --> 00:46:22.282
And that's your clinician thought

00:46:22.302 --> 00:46:23.702
leadership program right there.

00:46:24.242 --> 00:46:25.003
Take that and...

00:46:25.713 --> 00:46:26.856
So my goal is, hey,

00:46:27.416 --> 00:46:28.878
how could I sell this?

00:46:29.139 --> 00:46:30.201
Because I don't want to be creating

00:46:30.221 --> 00:46:31.001
content for people

00:46:31.983 --> 00:46:32.802
Every week,

00:46:32.842 --> 00:46:33.643
I don't want to be logging on.

00:46:33.664 --> 00:46:33.884
I'm like,

00:46:33.903 --> 00:46:35.804
here's the new Facebook for a client.

00:46:35.945 --> 00:46:36.684
I want to come in,

00:46:36.905 --> 00:46:38.005
show your team how to do this,

00:46:38.425 --> 00:46:39.686
make them do it in front.

00:46:40.166 --> 00:46:42.288
I'll fail in front of your team because

00:46:42.307 --> 00:46:43.349
it's all about getting over fear.

00:46:43.969 --> 00:46:44.869
So it's like a hackathon.

00:46:44.989 --> 00:46:46.389
I'll come in, dry erase board.

00:46:46.449 --> 00:46:47.710
We did something similar like this.

00:46:48.431 --> 00:46:49.871
Then the second half of the day is

00:46:49.972 --> 00:46:52.233
doing, doing, doing, doing, doing, doing,

00:46:52.313 --> 00:46:53.474
doing, failing.

00:46:53.954 --> 00:46:54.773
Why'd that one fail?

00:46:55.014 --> 00:46:55.134
Oh,

00:46:55.213 --> 00:46:56.094
it took too long to get to the...

00:46:56.235 --> 00:46:56.554
Got it.

00:46:56.695 --> 00:46:58.195
Rewrite the hook right now in front of

00:46:58.235 --> 00:46:58.315
me.

00:47:00.103 --> 00:47:01.463
And then walk out with thirty pieces of

00:47:01.503 --> 00:47:03.623
content made for the next ten weeks and

00:47:03.643 --> 00:47:03.943
then go,

00:47:04.744 --> 00:47:05.864
now how many are you going to make

00:47:05.945 --> 00:47:07.304
per week going forward?

00:47:08.025 --> 00:47:09.585
And then let's check in in a month.

00:47:10.045 --> 00:47:10.485
Is it working?

00:47:10.706 --> 00:47:11.626
Did Jimmy just sell me a bunch of

00:47:11.646 --> 00:47:12.007
crap?

00:47:12.427 --> 00:47:13.387
Is this not actually doing?

00:47:13.666 --> 00:47:14.268
Let's tweak it.

00:47:14.807 --> 00:47:16.188
How funny it is,

00:47:16.788 --> 00:47:18.228
especially my profession of physical

00:47:18.248 --> 00:47:18.909
therapy says,

00:47:19.188 --> 00:47:20.929
it's all about repetition and you have to

00:47:20.989 --> 00:47:21.329
do it.

00:47:21.885 --> 00:47:23.027
It's just where I was going with it,

00:47:23.226 --> 00:47:23.467
right?

00:47:23.507 --> 00:47:25.449
It's like PTs should get this.

00:47:25.889 --> 00:47:28.251
You can't just go home and not do

00:47:28.271 --> 00:47:29.532
what they're telling you to do or do

00:47:29.552 --> 00:47:29.931
it whenever.

00:47:30.271 --> 00:47:30.813
You're paid.

00:47:30.853 --> 00:47:31.512
They didn't do it.

00:47:31.652 --> 00:47:33.735
I mean, how often do PTs mock?

00:47:35.036 --> 00:47:37.257
Client was noncompliant.

00:47:37.577 --> 00:47:38.197
Oh, yeah?

00:47:38.297 --> 00:47:39.559
I did an article today on LinkedIn.

00:47:40.239 --> 00:47:42.300
Here's how a video game designer,

00:47:42.780 --> 00:47:45.463
here's how a psychologist would structure

00:47:45.503 --> 00:47:46.523
home exercise programs.

00:47:46.623 --> 00:47:48.286
And we steal none of it.

00:47:48.746 --> 00:47:49.626
Here's how Apple does it.

00:47:49.827 --> 00:47:50.067
Rings.

00:47:53.237 --> 00:47:54.298
Rings on my wrist?

00:47:55.059 --> 00:47:55.298
Yeah.

00:47:56.000 --> 00:47:56.219
Why?

00:47:56.539 --> 00:47:57.139
Big dumb animal.

00:47:58.021 --> 00:47:58.101
Oh,

00:47:58.121 --> 00:47:59.521
but I don't know how to code rings

00:47:59.561 --> 00:48:00.001
on your wrist.

00:48:00.041 --> 00:48:00.262
Great.

00:48:00.382 --> 00:48:00.641
Don't.

00:48:01.322 --> 00:48:02.503
Ask everybody who comes in.

00:48:02.782 --> 00:48:04.123
On your formal intake,

00:48:04.284 --> 00:48:06.885
do you have an Apple Watch?

00:48:07.585 --> 00:48:07.885
Yes.

00:48:08.146 --> 00:48:08.565
Or whatever.

00:48:08.666 --> 00:48:09.365
Any list.

00:48:09.445 --> 00:48:10.347
Do you wear a wearable?

00:48:10.367 --> 00:48:10.606
Yes.

00:48:11.226 --> 00:48:12.128
We're going to incorporate that.

00:48:13.148 --> 00:48:14.208
Oh, okay.

00:48:14.228 --> 00:48:15.389
I have met you where you are.

00:48:15.429 --> 00:48:16.570
We love that phrase.

00:48:16.630 --> 00:48:17.730
I will meet you where you are.

00:48:18.271 --> 00:48:20.572
Meet me at my Apple Watch, bro.

00:48:21.277 --> 00:48:21.737
So, Jimmy,

00:48:21.777 --> 00:48:24.418
you're asking the very organizations that

00:48:24.538 --> 00:48:27.259
can't even understand or honor, like,

00:48:27.619 --> 00:48:29.320
do you want to be communicated with via

00:48:29.440 --> 00:48:30.039
email or text?

00:48:30.059 --> 00:48:33.460
You're right.

00:48:33.501 --> 00:48:35.021
But there's a solution, right?

00:48:35.041 --> 00:48:36.121
Like, there's a way to fix this.

00:48:36.862 --> 00:48:38.643
If the ship sank,

00:48:40.143 --> 00:48:41.443
what do you think the number one and

00:48:41.483 --> 00:48:42.403
two reasons would be?

00:48:42.563 --> 00:48:44.485
If your business went out of business in

00:48:44.585 --> 00:48:46.284
a year, if it's trending that way,

00:48:47.106 --> 00:48:48.706
and you looked back and did a postmortem

00:48:48.766 --> 00:48:49.606
and you did an autopsy,

00:48:49.907 --> 00:48:50.626
what are the reasons?

00:48:51.706 --> 00:48:52.927
Oh, we kept getting new patients,

00:48:52.947 --> 00:48:53.907
but then they kept leaving.

00:48:54.467 --> 00:48:54.869
Stop.

00:48:55.329 --> 00:48:55.648
Good.

00:48:57.369 --> 00:48:58.769
What should you have done?

00:48:58.949 --> 00:48:59.150
Right?

00:48:59.231 --> 00:49:00.610
Everybody knows how to improve their

00:49:00.630 --> 00:49:02.452
relationship after they've broken up.

00:49:02.911 --> 00:49:03.873
All of a sudden, it's clear.

00:49:03.893 --> 00:49:06.634
You have that post clarity,

00:49:06.693 --> 00:49:07.434
breakup clarity.

00:49:07.775 --> 00:49:08.934
A month later, you call the girl.

00:49:08.994 --> 00:49:10.255
Maybe you text her and you're just like,

00:49:10.275 --> 00:49:10.456
I'm sorry.

00:49:10.476 --> 00:49:10.976
She doesn't answer.

00:49:10.996 --> 00:49:12.876
She doesn't answer,

00:49:12.896 --> 00:49:14.117
but you're going to talk into her.

00:49:14.978 --> 00:49:16.838
I've never done this.

00:49:16.858 --> 00:49:17.878
She's like block.

00:49:18.159 --> 00:49:18.440
Block.

00:49:18.500 --> 00:49:18.920
But you're like...

00:49:19.878 --> 00:49:21.039
Everything you said was right.

00:49:21.059 --> 00:49:22.039
So you just didn't listen?

00:49:22.219 --> 00:49:22.639
Got it.

00:49:22.659 --> 00:49:23.780
So the answers were already in the room.

00:49:23.820 --> 00:49:25.282
The answers weren't mysteries.

00:49:25.963 --> 00:49:27.844
You didn't do any of them.

00:49:27.905 --> 00:49:29.606
Right.

00:49:29.846 --> 00:49:33.568
And it's exactly why most of the time

00:49:33.588 --> 00:49:34.769
when I'm working with a provider

00:49:34.869 --> 00:49:35.570
organization,

00:49:35.610 --> 00:49:37.132
whether it's in PT or outside of PT,

00:49:37.172 --> 00:49:38.132
I'm doing it right now.

00:49:39.206 --> 00:49:40.688
Your marketing problem might not be a

00:49:40.728 --> 00:49:41.288
marketing problem.

00:49:41.307 --> 00:49:42.608
It might be an operational problem.

00:49:42.768 --> 00:49:45.170
Because if you keep getting new patients

00:49:45.210 --> 00:49:45.690
or new clients,

00:49:45.731 --> 00:49:47.030
and then they're not coming back,

00:49:47.110 --> 00:49:48.092
what's broken?

00:49:49.893 --> 00:49:50.753
Let's go through the reasons.

00:49:51.233 --> 00:49:51.954
And we'll just shout them out.

00:49:52.313 --> 00:49:53.394
They're the wrong people.

00:49:53.494 --> 00:49:55.135
So you found people and they came for

00:49:55.175 --> 00:49:55.976
the first... All right.

00:49:55.996 --> 00:49:56.777
So they're the wrong people.

00:49:56.936 --> 00:49:57.177
Good.

00:49:57.777 --> 00:49:59.518
Marketing problem, also operation.

00:49:59.557 --> 00:50:02.920
Tell me better why that person isn't the

00:50:02.980 --> 00:50:03.500
right person.

00:50:03.539 --> 00:50:05.722
So you've got lots of the wrong people.

00:50:05.802 --> 00:50:06.181
What else?

00:50:06.971 --> 00:50:12.637
Uh, they, I mean, expectations.

00:50:12.956 --> 00:50:13.217
Good.

00:50:13.438 --> 00:50:14.177
That was where I was going to go

00:50:14.219 --> 00:50:16.400
next, which is you sold me this.

00:50:17.442 --> 00:50:19.344
And when I showed up, it was this.

00:50:19.744 --> 00:50:20.824
And then I don't come back because you

00:50:20.885 --> 00:50:22.327
promised me something and you didn't

00:50:22.827 --> 00:50:24.289
deliver on the promise.

00:50:24.349 --> 00:50:25.070
Why would I come back?

00:50:25.525 --> 00:50:25.985
Right.

00:50:26.045 --> 00:50:27.527
Part of that's the experience too, right?

00:50:27.567 --> 00:50:29.266
Like their expectations are better.

00:50:29.706 --> 00:50:31.367
Part of it's like your experience was

00:50:31.447 --> 00:50:31.728
awful.

00:50:32.188 --> 00:50:32.427
Yes.

00:50:32.688 --> 00:50:33.688
Just not awesome.

00:50:34.148 --> 00:50:34.369
Yes.

00:50:35.208 --> 00:50:38.369
I would say bad, bad operations.

00:50:39.090 --> 00:50:39.710
No follow up.

00:50:41.072 --> 00:50:41.753
No fault.

00:50:42.514 --> 00:50:44.175
Is this going to be forever?

00:50:44.255 --> 00:50:45.355
Do I just come forever?

00:50:45.474 --> 00:50:46.936
Or is this a ten visit thing?

00:50:47.755 --> 00:50:48.496
Ask your clinicians.

00:50:49.297 --> 00:50:50.597
Treat them like BDRs.

00:50:50.978 --> 00:50:51.617
SDRs, sorry.

00:50:51.918 --> 00:50:52.498
What's BDR?

00:50:52.739 --> 00:50:53.559
Yeah, it's business.

00:50:53.579 --> 00:50:54.079
Yeah, SDR, BDR.

00:50:54.219 --> 00:50:54.778
Yeah.

00:50:54.798 --> 00:50:56.139
Treat them like SDRs or BDRs,

00:50:56.260 --> 00:50:59.541
which is like before you hang up or

00:50:59.581 --> 00:51:00.621
in like a clinician's case,

00:51:00.882 --> 00:51:02.842
before they leave and don't make it as

00:51:02.862 --> 00:51:03.864
they're putting their coat on,

00:51:04.103 --> 00:51:05.643
they are psychologically already not

00:51:05.684 --> 00:51:06.144
listening to you.

00:51:06.164 --> 00:51:06.905
They're done.

00:51:07.324 --> 00:51:09.085
What is the next step should be clear

00:51:09.286 --> 00:51:10.327
halfway through the session.

00:51:10.467 --> 00:51:11.266
I'm going to go out on a limb

00:51:11.286 --> 00:51:11.887
there and say,

00:51:12.166 --> 00:51:13.788
fifty percent of the way through whatever

00:51:13.807 --> 00:51:14.407
you're delivering,

00:51:15.028 --> 00:51:17.349
you sort of already have an idea of

00:51:17.389 --> 00:51:20.391
how often or how frequent or what the

00:51:20.610 --> 00:51:22.311
plan kind of looks like.

00:51:22.672 --> 00:51:22.831
Right.

00:51:22.851 --> 00:51:23.793
You should halfway through.

00:51:23.833 --> 00:51:24.572
I'll be bold.

00:51:24.592 --> 00:51:26.813
If that person does not know,

00:51:27.094 --> 00:51:27.914
then your fault.

00:51:28.175 --> 00:51:29.615
That's an operations problem.

00:51:29.675 --> 00:51:29.916
Sorry.

00:51:30.324 --> 00:51:32.467
And it's an operations problem if they're

00:51:32.507 --> 00:51:34.047
not getting a call after,

00:51:34.108 --> 00:51:35.409
if they're not getting text messages

00:51:35.528 --> 00:51:37.391
after, or if they want email,

00:51:37.411 --> 00:51:38.431
whatever that may be.

00:51:38.472 --> 00:51:39.472
Oh, I had a Facebook post.

00:51:39.492 --> 00:51:40.213
I was going to say,

00:51:40.233 --> 00:51:41.474
you posted about this the other day.

00:51:41.494 --> 00:51:43.556
So many people were like, oh,

00:51:43.576 --> 00:51:44.197
they don't come back?

00:51:45.851 --> 00:51:46.251
Who cares?

00:51:46.351 --> 00:51:47.873
And I'm like, all right.

00:51:47.914 --> 00:51:49.016
So much money on getting,

00:51:49.036 --> 00:51:50.818
this is why marketing doesn't work, right?

00:51:50.858 --> 00:51:53.663
We spend so much money getting that person

00:51:53.742 --> 00:51:54.585
to the door.

00:51:54.605 --> 00:51:56.067
No, no, they don't spend any money.

00:51:56.206 --> 00:51:57.228
Everything's word of mouth to these

00:51:57.268 --> 00:51:57.469
people.

00:51:57.528 --> 00:51:57.748
I'm like,

00:51:57.789 --> 00:51:59.612
you understand earning word of mouth is

00:51:59.692 --> 00:52:00.414
marketing, my friends.

00:52:00.842 --> 00:52:01.581
Right, right.

00:52:01.762 --> 00:52:02.061
So yeah,

00:52:02.101 --> 00:52:04.902
marketing doesn't work if you just let

00:52:04.923 --> 00:52:05.483
them leave.

00:52:06.623 --> 00:52:07.063
When I'm like,

00:52:07.103 --> 00:52:08.284
let's look at cancellation rates,

00:52:08.465 --> 00:52:11.146
let's look at no-shows.

00:52:11.246 --> 00:52:13.427
Let's look at people who haven't finished

00:52:13.666 --> 00:52:14.427
their plan.

00:52:15.086 --> 00:52:15.766
Let's look at it.

00:52:16.007 --> 00:52:18.628
Those are the lowest hanging.

00:52:18.668 --> 00:52:20.748
But Andrea,

00:52:20.969 --> 00:52:23.210
look at all the letters after my name.

00:52:23.389 --> 00:52:24.670
They don't want this?

00:52:24.690 --> 00:52:24.751
Yes.

00:52:27.724 --> 00:52:29.806
They can suffer like whatever.

00:52:30.286 --> 00:52:30.867
They don't want me.

00:52:30.887 --> 00:52:31.706
I don't chase them.

00:52:31.746 --> 00:52:32.708
I don't chase people.

00:52:33.288 --> 00:52:34.449
I'm not asking you to chase people.

00:52:35.590 --> 00:52:37.090
I don't chase my grandma.

00:52:38.190 --> 00:52:39.751
But when I call and she doesn't answer

00:52:39.771 --> 00:52:41.793
and I call it like, screw grandma.

00:52:41.992 --> 00:52:42.574
Don't worry about it.

00:52:42.693 --> 00:52:43.074
I called.

00:52:43.614 --> 00:52:43.914
Check.

00:52:43.934 --> 00:52:45.375
I don't owe her anything anymore.

00:52:46.255 --> 00:52:48.376
Grandma left a voicemail in twenty twenty

00:52:48.436 --> 00:52:49.498
six and she didn't call me back.

00:52:49.818 --> 00:52:50.557
Now I might call and check in.

00:52:50.577 --> 00:52:50.679
Right.

00:52:51.719 --> 00:52:51.898
Why?

00:52:52.139 --> 00:52:52.440
I don't know.

00:52:52.539 --> 00:52:53.019
Not a douchebag.

00:52:53.682 --> 00:52:54.182
Right.

00:52:54.322 --> 00:52:54.663
I don't know.

00:52:55.003 --> 00:52:55.322
But yes,

00:52:55.362 --> 00:52:56.724
so many people look at this and the

00:52:56.744 --> 00:53:00.304
comments were very telling about...

00:53:00.324 --> 00:53:01.585
Some people were in neuro and they're

00:53:01.605 --> 00:53:02.364
like, if I have to chase them,

00:53:02.385 --> 00:53:03.085
they're not my person.

00:53:03.144 --> 00:53:03.744
And I would just go,

00:53:04.146 --> 00:53:05.226
why are they leaving then?

00:53:05.606 --> 00:53:06.545
Are you not clear?

00:53:07.505 --> 00:53:08.567
Are they the wrong person?

00:53:08.586 --> 00:53:10.967
It's going to be one of those.

00:53:11.067 --> 00:53:12.608
Right.

00:53:12.648 --> 00:53:15.728
Yeah.

00:53:15.827 --> 00:53:16.068
Yes.

00:53:16.307 --> 00:53:16.507
All right.

00:53:16.568 --> 00:53:18.028
So that was very,

00:53:18.048 --> 00:53:19.389
very telling in terms of...

00:53:19.409 --> 00:53:22.250
We started on authenticity and staples...

00:53:23.153 --> 00:53:23.755
What was her name again?

00:53:23.775 --> 00:53:24.175
Staples Bay?

00:53:24.215 --> 00:53:25.695
Staples Batty.

00:53:25.936 --> 00:53:26.657
Staples Batty.

00:53:26.697 --> 00:53:28.057
She just looks goth.

00:53:28.077 --> 00:53:29.438
She does.

00:53:29.478 --> 00:53:31.260
She's wearing a lot of eye makeup.

00:53:32.121 --> 00:53:33.461
She's very fair-skinned,

00:53:33.481 --> 00:53:35.664
but wearing a lot of metal.

00:53:36.224 --> 00:53:36.724
Yes.

00:53:36.744 --> 00:53:38.106
Some would call her goth if we were

00:53:38.126 --> 00:53:38.445
in the nineties.

00:53:38.465 --> 00:53:38.646
I love it.

00:53:40.125 --> 00:53:41.405
And it doesn't make any sense.

00:53:41.525 --> 00:53:43.186
If you went into a focus group and

00:53:43.206 --> 00:53:44.846
you were like, okay, we need,

00:53:45.086 --> 00:53:46.407
and I know this is a bad example,

00:53:46.467 --> 00:53:49.088
but like we need a Jared from subway

00:53:49.108 --> 00:53:49.847
for staples.

00:53:50.288 --> 00:53:50.608
Yep.

00:53:50.628 --> 00:53:53.168
You would have designed a geek with

00:53:53.188 --> 00:53:55.048
glasses, pocket protector,

00:53:55.088 --> 00:53:57.190
maybe like get a little like cartoonish or

00:53:57.250 --> 00:53:58.150
caricature ish.

00:53:58.170 --> 00:53:58.250
Yeah.

00:53:58.269 --> 00:54:00.771
Probably like a squad, right?

00:54:00.831 --> 00:54:01.650
Person from like, right.

00:54:03.291 --> 00:54:05.452
And that makes sense.

00:54:05.532 --> 00:54:07.193
And the reason I think this works and

00:54:07.293 --> 00:54:08.213
is working is, um,

00:54:09.793 --> 00:54:10.592
Nobody told her to do it.

00:54:11.014 --> 00:54:11.753
She did it her own way.

00:54:12.193 --> 00:54:12.974
That's why it's real.

00:54:13.295 --> 00:54:14.215
That's why it's resonating.

00:54:14.934 --> 00:54:17.576
And do you think Staples in six months

00:54:17.596 --> 00:54:19.797
will have screwed this up?

00:54:20.097 --> 00:54:20.217
Well,

00:54:20.237 --> 00:54:21.518
it depends who's in charge and what

00:54:21.538 --> 00:54:22.938
they're like, right?

00:54:23.018 --> 00:54:24.900
Like if they let her keep going,

00:54:25.559 --> 00:54:26.219
they're good.

00:54:26.460 --> 00:54:27.001
Keep going.

00:54:27.280 --> 00:54:27.501
All right.

00:54:28.221 --> 00:54:29.041
So you're in the seat.

00:54:29.402 --> 00:54:31.061
You are the person who could screw this

00:54:31.161 --> 00:54:32.163
up or not screw this up.

00:54:32.342 --> 00:54:34.324
What are the three things you would do

00:54:34.364 --> 00:54:35.364
or two things you would do?

00:54:35.403 --> 00:54:36.625
And what are the two things you wouldn't

00:54:36.664 --> 00:54:36.764
do?

00:54:38.375 --> 00:54:38.516
Well,

00:54:38.556 --> 00:54:40.117
I think the things I would do goes

00:54:40.157 --> 00:54:41.778
back to what you just said with your

00:54:41.858 --> 00:54:43.039
T's and your P's, right?

00:54:43.099 --> 00:54:43.501
It's like,

00:54:43.581 --> 00:54:46.103
let's try to make sure we have some,

00:54:46.684 --> 00:54:47.925
now that it's on our radar,

00:54:49.206 --> 00:54:53.090
let's at least be engaging with her.

00:54:54.132 --> 00:54:56.474
What I wouldn't try to do,

00:54:56.653 --> 00:54:59.157
I wouldn't put a firm structure in place

00:55:03.307 --> 00:55:04.268
I would monitor her.

00:55:04.429 --> 00:55:07.030
I would monitor to see what she's doing

00:55:07.090 --> 00:55:09.192
because now she is a representative of our

00:55:09.211 --> 00:55:09.552
brand.

00:55:09.711 --> 00:55:12.733
Before she was like this rogue people's

00:55:12.773 --> 00:55:13.134
baddie,

00:55:13.454 --> 00:55:14.675
but now she's our representative and

00:55:14.695 --> 00:55:15.476
there's visibility.

00:55:16.275 --> 00:55:17.297
I would pay her to do what she's

00:55:17.336 --> 00:55:18.117
doing, right?

00:55:18.137 --> 00:55:19.458
Like not the minimum wage that she's

00:55:19.498 --> 00:55:21.380
making, but I would not go,

00:55:21.420 --> 00:55:22.400
this is what you need to do.

00:55:22.860 --> 00:55:24.402
I would go full Marilyn Manson.

00:55:26.262 --> 00:55:27.304
No, not what you think.

00:55:27.324 --> 00:55:27.903
Okay.

00:55:28.503 --> 00:55:31.106
Marilyn Manson was blamed for school

00:55:31.126 --> 00:55:34.168
shootings in Columbine in Colorado.

00:55:34.228 --> 00:55:35.728
Someone interviewed Marilyn because of his

00:55:35.789 --> 00:55:36.590
music and his lyrics.

00:55:36.610 --> 00:55:37.670
Okay.

00:55:37.730 --> 00:55:39.992
Marilyn Manson was interviewed months or

00:55:40.132 --> 00:55:41.333
years later and said,

00:55:41.672 --> 00:55:43.213
what would you have said to those two

00:55:43.253 --> 00:55:45.114
kids who went into that school and

00:55:45.135 --> 00:55:46.016
committed a school shooting?

00:55:46.135 --> 00:55:46.596
And he said,

00:55:47.076 --> 00:55:48.137
I would have listened to them.

00:55:50.378 --> 00:55:50.938
Nobody listened.

00:55:51.079 --> 00:55:52.360
Everybody kept pointing their fingers at

00:55:52.820 --> 00:55:53.822
Marilyn Manson's The Blame.

00:55:53.882 --> 00:55:55.302
And Marilyn Manson, of all people,

00:55:55.583 --> 00:55:55.943
was like,

00:55:56.282 --> 00:55:58.664
I would have shut up and listened to

00:55:58.704 --> 00:55:58.885
them.

00:55:59.065 --> 00:56:00.365
So they were essentially saying,

00:56:00.947 --> 00:56:01.786
a month before that happened,

00:56:01.806 --> 00:56:03.869
what would you have said to them?

00:56:04.068 --> 00:56:06.090
Don't control all their life what to do,

00:56:06.130 --> 00:56:06.510
how to do it,

00:56:06.530 --> 00:56:07.190
how not to do it.

00:56:07.452 --> 00:56:07.931
Didn't work.

00:56:09.032 --> 00:56:11.974
So I would fly her and three of

00:56:11.994 --> 00:56:15.336
her best friends to wherever corporate is.

00:56:15.717 --> 00:56:18.219
And I would assemble not a boardroom.

00:56:19.081 --> 00:56:20.663
I would assemble... Be like, hey,

00:56:20.722 --> 00:56:21.784
we want to bring you out here.

00:56:22.043 --> 00:56:22.804
I want to learn all about...

00:56:22.884 --> 00:56:23.425
Who are you?

00:56:23.664 --> 00:56:24.144
Who are you?

00:56:24.505 --> 00:56:25.206
Why do you work here?

00:56:25.425 --> 00:56:26.186
Tell us about you.

00:56:26.385 --> 00:56:26.887
Why here?

00:56:27.847 --> 00:56:29.068
You could work at twenty other places.

00:56:29.208 --> 00:56:30.628
Why are you in the copy department at

00:56:30.648 --> 00:56:31.088
Staples?

00:56:31.588 --> 00:56:33.369
And then... Would you shut up and listen?

00:56:34.231 --> 00:56:34.831
Then what?

00:56:34.891 --> 00:56:35.751
Tell me about this.

00:56:35.811 --> 00:56:37.512
You started shooting TikToks about

00:56:37.652 --> 00:56:38.172
Staples?

00:56:39.173 --> 00:56:40.793
Turns out she's passionate about pens.

00:56:40.914 --> 00:56:41.775
Or I don't know.

00:56:42.034 --> 00:56:42.835
But there's a reason...

00:56:43.686 --> 00:56:44.987
And then I wouldn't turn it into an

00:56:45.106 --> 00:56:46.487
overproduced anything.

00:56:46.807 --> 00:56:48.389
I would look for breadcrumbs in all of

00:56:48.409 --> 00:56:48.889
her answers.

00:56:50.050 --> 00:56:51.090
She's the teacher here.

00:56:51.510 --> 00:56:53.010
She's teaching corporate people who have

00:56:53.090 --> 00:56:55.853
six, seven-figure jobs how TikTok works.

00:56:56.672 --> 00:56:57.594
And they're still being like, well,

00:56:57.614 --> 00:56:58.954
how do we get the ROI?

00:56:58.994 --> 00:57:01.635
And that would be the worst question to

00:57:01.775 --> 00:57:02.797
ask Staples Patty.

00:57:03.476 --> 00:57:04.398
I would just bring her out.

00:57:05.217 --> 00:57:06.818
I would bring her friends just so she's

00:57:06.858 --> 00:57:07.659
not coming to a meeting.

00:57:07.699 --> 00:57:07.920
I'd be like,

00:57:08.288 --> 00:57:09.612
Have your friends go to the resort.

00:57:09.811 --> 00:57:11.315
Why don't you come to Staples HQ?

00:57:11.456 --> 00:57:12.518
You're paid, by the way,

00:57:12.960 --> 00:57:13.721
if you want this.

00:57:13.740 --> 00:57:13.842
Like,

00:57:13.902 --> 00:57:15.085
is this something you want to keep doing?

00:57:15.304 --> 00:57:16.527
Ask if she wants to keep doing it.

00:57:17.748 --> 00:57:19.228
Maybe it was just a thing she did.

00:57:19.248 --> 00:57:19.949
She's like, I'm done.

00:57:19.969 --> 00:57:20.829
I don't like the attention.

00:57:21.170 --> 00:57:22.090
I want it to be fun.

00:57:22.130 --> 00:57:23.833
Some people, when things pop off, like,

00:57:23.913 --> 00:57:24.733
oh, this wasn't what I wanted.

00:57:24.753 --> 00:57:27.536
I was just doing this stupid thing.

00:57:27.596 --> 00:57:28.896
I wanted my friends to see it.

00:57:29.016 --> 00:57:30.077
It was silly.

00:57:30.458 --> 00:57:32.018
Or you share it for shares.

00:57:32.099 --> 00:57:34.221
People don't always learn guitar to play

00:57:34.240 --> 00:57:36.001
at the Grammys.

00:57:36.021 --> 00:57:37.202
Sometimes they learn it to just do it

00:57:37.222 --> 00:57:37.784
themselves.

00:57:38.384 --> 00:57:41.266
So putting her in front of a Super

00:57:41.286 --> 00:57:43.909
Bowl commercial a year from now could be

00:57:43.949 --> 00:57:45.670
the worst thing to do.

00:57:45.710 --> 00:57:46.710
So do I.

00:57:47.798 --> 00:57:48.338
Anyway, all right.

00:57:48.398 --> 00:57:48.858
We're at time.

00:57:49.300 --> 00:57:49.900
Parting shot.

00:57:49.960 --> 00:57:50.920
What's the thing that stuck out?

00:57:50.960 --> 00:57:51.639
Without thinking,

00:57:51.820 --> 00:57:53.001
what's the lesson that stuck out?

00:57:54.240 --> 00:57:56.081
Get yourself a Staples baddie and then let

00:57:56.101 --> 00:57:57.443
her do her thing.

00:57:57.463 --> 00:57:59.382
They're already in your organization.

00:58:00.063 --> 00:58:00.643
How about this?

00:58:00.764 --> 00:58:02.023
Here's how to find that person.

00:58:02.364 --> 00:58:03.525
Email everybody in your company.

00:58:03.664 --> 00:58:05.686
Hey, who makes PT content?

00:58:05.826 --> 00:58:07.445
Who makes healthcare content on any

00:58:07.485 --> 00:58:08.987
platform?

00:58:09.146 --> 00:58:09.987
We're just interested.

00:58:10.686 --> 00:58:11.927
Reply back with...

00:58:12.693 --> 00:58:13.474
your handle,

00:58:13.894 --> 00:58:16.719
and then spend the entire day learning who

00:58:16.759 --> 00:58:18.740
your employees are when they're not at

00:58:18.780 --> 00:58:21.463
work.

00:58:21.483 --> 00:58:22.164
That's authentic.

00:58:22.585 --> 00:58:23.726
So I think my parting shot would be

00:58:23.826 --> 00:58:24.407
authenticity.

00:58:25.387 --> 00:58:26.248
I'm very sorry.

00:58:26.730 --> 00:58:29.672
You cannot manufacture authenticity.

00:58:30.514 --> 00:58:31.894
Do you know how I create it during

00:58:31.936 --> 00:58:33.717
podcast interviews or live streams like

00:58:33.757 --> 00:58:33.938
this?

00:58:35.501 --> 00:58:38.463
Frequency, intensity, time, type, volume,

00:58:38.543 --> 00:58:38.902
progression.

00:58:38.922 --> 00:58:39.943
Those are exercise principles.

00:58:40.563 --> 00:58:41.565
I understand,

00:58:41.905 --> 00:58:44.005
unless the person has been doing this a

00:58:44.045 --> 00:58:44.226
lot,

00:58:44.246 --> 00:58:45.686
that the first five minutes are going to

00:58:45.706 --> 00:58:46.128
be weird.

00:58:47.088 --> 00:58:48.688
So if I run into someone at CSM

00:58:48.969 --> 00:58:50.110
or on a Zoom call that I'm going

00:58:50.130 --> 00:58:50.809
to record with them,

00:58:50.951 --> 00:58:53.092
and if I'm reading them and they're stiff,

00:58:54.012 --> 00:58:55.273
I'll pretend that my equipment...

00:58:55.353 --> 00:58:57.614
I have to restart my microphone thing.

00:58:57.635 --> 00:58:58.355
But hey, how are you?

00:58:58.414 --> 00:58:59.195
Where are you from, man?

00:58:59.456 --> 00:59:02.338
I'm going to ask them bullshit questions.

00:59:02.358 --> 00:59:02.478
Why?

00:59:02.518 --> 00:59:02.777
Why?

00:59:03.541 --> 00:59:05.463
I need them to blow out to three

00:59:05.483 --> 00:59:06.023
hundred words.

00:59:06.643 --> 00:59:07.563
And the words don't matter.

00:59:08.184 --> 00:59:10.025
I need you to be the most you

00:59:10.065 --> 00:59:12.106
you can be in an awkward situation when

00:59:12.126 --> 00:59:13.286
you know you're being interviewed or

00:59:13.346 --> 00:59:13.706
recorded.

00:59:13.967 --> 00:59:15.867
The most.

00:59:15.887 --> 00:59:17.887
Staples Patty doesn't have that.

00:59:17.907 --> 00:59:18.768
She has her phone.

00:59:18.869 --> 00:59:20.228
She records about what she wants,

00:59:20.309 --> 00:59:21.929
when she wants it, how she wants it.

00:59:22.190 --> 00:59:23.811
And then I'm sure she records a bunch

00:59:23.831 --> 00:59:24.871
or makes a bunch and is like, eh,

00:59:24.931 --> 00:59:25.391
and then deletes it.

00:59:25.411 --> 00:59:25.871
That's okay.

00:59:25.891 --> 00:59:26.532
That's good.

00:59:26.552 --> 00:59:28.313
Great.

00:59:28.755 --> 00:59:31.117
You can screw up authenticity and it will

00:59:31.157 --> 00:59:32.278
not bring you back to zero.

00:59:32.318 --> 00:59:33.400
It won't just be a waste of time,

00:59:33.440 --> 00:59:33.961
effort, and money.

00:59:34.081 --> 00:59:34.963
You will lose points.

00:59:35.342 --> 00:59:36.704
It will be negative seven hundred points

00:59:36.724 --> 00:59:37.246
for Gryffindor.

00:59:37.425 --> 00:59:38.086
That's how it works.

00:59:38.507 --> 00:59:39.188
That's how it works.

00:59:39.849 --> 00:59:40.630
I don't make the rules,

00:59:40.650 --> 00:59:41.331
but that's how it works.

00:59:41.610 --> 00:59:42.472
We're back next week.

00:59:42.612 --> 00:59:43.132
More stuff.

00:59:43.592 --> 00:59:43.853
Remember,

00:59:43.914 --> 00:59:47.157
healthcare marketing does not work unless

00:59:48.567 --> 00:59:49.626
That's it for this one,

00:59:49.907 --> 00:59:51.568
but we're just getting warmed up.

00:59:52.047 --> 00:59:53.949
Smash follow, send it to a friend,

00:59:54.168 --> 00:59:55.829
or crank up the next episode.

00:59:56.349 --> 00:59:57.269
Want to go deeper?

00:59:57.731 --> 01:00:01.751
Hit us at pgpinecast.com or find us on

01:00:01.791 --> 01:00:04.353
YouTube and socials at pgpinecast.

01:00:04.773 --> 01:00:07.054
And legally, none of this was advice.

01:00:07.114 --> 01:00:08.795
It's for entertainment purposes only.

01:00:08.835 --> 01:00:09.034
Bulls**t!

01:00:10.536 --> 01:00:11.115
See, Keith?

01:00:11.335 --> 01:00:12.396
We read the script.

01:00:12.697 --> 01:00:13.336
Happy now?