The $100,000 Booth Problem: Why Conference Marketing Is Failing PT

WEBVTT

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You're listening to the P.T.

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Pinecast,

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where smart people in healthcare come to

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make noise.

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Here's your host, Jimmy McKay.

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Made one marketing move change, Andrea.

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Instead of calling this marketing doesn't

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work, I feel like it's too broad.

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Healthcare marketing doesn't work.

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Let's be specific.

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Let's be a little specific.

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It's more accurate.

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Marketing doesn't work is a great bumper

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sticker.

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We'll just do a little,

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what's the little editor note?

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Healthcare marketing.

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Yes, yes, exactly.

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Andrea, healthcare marketing,

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fractional VP,

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healthcare marketing person who's been in

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around on over between a lot of

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prepositional phrases in the beginning

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here.

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Before we hit live,

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you were talking about how you didn't

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start.

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You're a late bloomer with with the coffee

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beans as well.

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I started drinking coffee at twenty eight.

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I was done with graduate school.

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Usually everybody's like, oh,

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you got to get through grad school.

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I didn't.

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It was afterwards.

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I had my first latte and was like,

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this just tastes like a milkshake with

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lightning in it.

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And it is.

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I was really tired one morning.

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I was also finished with grad school.

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I was tired on the way to work

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and I was like,

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I should just try it.

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Now I mostly drink tea or decaf and

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I pretend everything.

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I just pretend that it's giving me energy.

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My everything's about ice.

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Nothing's hot.

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I can't drink hot liquids.

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I burn myself hot water, hot water,

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burn baby.

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All right.

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So are you a little hung?

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Are you a little hung over today?

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Just play along with me.

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Play along with me.

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If I were to be a drinker,

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I would be hung over today.

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From all of the advertisements, Andrea.

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Yes, I am.

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And I, yes, a lot of advertisements.

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Well, just a lot of talk.

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Some of it about the football game.

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A lot of it,

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not about the football game.

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yes it was uh yeah but people have

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always i mean i remember for years the

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statistic i don't even know if i heard

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anybody even talk about the statistic of

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what a thirty second ad costs i on

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purpose didn't take notes my thought

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process was if it's big enough for me

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to be able to remember the next day

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when i'm super bowl hungover then it's it

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moves the needle i don't remember hearing

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it once

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at all and like we're inundated with media

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constantly bang bang this this statistic

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you know do a reel about whatever i

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don't think i heard the cost of a

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super bowl ad one time did you i

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didn't no i also did not hear that

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uh i'm gonna guess it's a lot of

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money still

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I think I texted you yesterday just to

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say, Hey, let's,

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let's make this the focus since obviously

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it's advertising, but we can, you know,

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one step away from Kevin Bacon is

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healthcare marketing.

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What, if anything stood out to you,

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let's go,

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do you want to go negative positive or

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positive negative?

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Let's go negative first.

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So we can end on a positive.

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Let's do, okay, negative or neutral.

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I'm going to, I'll call this,

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I'll call this negative or neutral.

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So just generally like AI as creative,

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I thought was really interesting in a lot

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of the ads.

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I also didn't know which brands they were.

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I'll be honest.

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Yeah.

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Yeah.

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There's a lot of,

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you've been in these meetings,

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people who have,

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people who are listening in healthcare,

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who are not in the marketing meeting,

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you'd be shocked because

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No, you wouldn't be shocked.

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You've been in these meetings.

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They're just like any other meeting where

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there's an idea on the table.

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And by the time it leaves,

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we make a concession with this.

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I meet you in the middle with that.

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Chris Voss is an author I reference a

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lot.

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He's a former FBI hostage negotiator.

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He calls this black shoe, brown shoe.

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And what you see on the screen,

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I'm pointing at my TV.

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I don't know why I'm referencing that on

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the podcast.

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He calls it black shoe, brown shoe.

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If we're in a meeting and you have

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two co-CEOs and one says,

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we got to go black shoe for the

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suit and everyone says brown shoe,

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how do you compromise?

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You wear one black shoe and one brown

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shoe.

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And that is a terrible move.

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So sometimes it's,

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let's make the video crazier or bigger and

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you're you're compromising you're making

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concessions until you when you stop and

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you turn around and you have no idea

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what the video is even about because you

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made so many compromises it's like this we

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talked about last week frankenstein it's

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like you get to a home page and

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everyone is weighed in and it doesn't say

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it's it's a mess like at best it

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doesn't say anything at worst it's just a

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mess

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Yeah, it's a train wreck.

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So I was watching Super Bowl,

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half of it with some people,

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half of it by myself.

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I usually watch the first half somewhere

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else.

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And I'm a get-together fan.

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I'm a snacks fan.

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Big snacks fan.

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I'll watch a sporting event.

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I'm more of a hockey-baseball guy.

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Game was pretty boring.

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That's okay.

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I mean, the players don't care.

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They're like, I got a ring,

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I got paid, whatever.

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Did any ads stand out?

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to you do you remember an ad that

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you were like oh yep this will drive

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something

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uh so serena williams was i didn't see

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it glp one oh and like you know

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you see ads all of the time for

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for pharma uh but super bowl promoting glp

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one with serena and like the tie back

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to she was in the halftime show last

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year i thought that was an interesting

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thing and like everyone knows her and

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she's super strong um and they were

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introducing like their new pill

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um which i thought well i i have

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a lot of feelings about this but for

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the sake of this conversation i thought it

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was really interesting they put that many

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dollars um to be front and center

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Does that shock you?

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I mean, pharma is not really stingy.

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I said, interesting, not shocking.

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Okay.

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I was like,

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like pharma would pay you to name your

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baby.

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And then, and then pay for life,

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like whatever your kid's life, you know,

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got college, everything.

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They'll just write you a check tomorrow.

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So that was a healthy one that definitely

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stood out for sure.

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I don't know if there were any that

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jumped out to you.

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I'm not a note taker.

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I remember the Emma Stone one because I

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thought, oh, I get it.

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So the Emma Stone one was sort of

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like a perfume commercial.

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It was very like cinematic.

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But it was like Weebly or Wex or-

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It was Square, yeah, Squarespace or Wex.

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One of them.

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There we go.

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It was- Although, here's why I liked it.

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Here's why I liked it.

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Do you remember what the,

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just like broad strokes,

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what was she doing?

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It was like emmastone.com domain

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unavailable.

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what are people going to do?

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Go to Amazon.com.

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Then you all have to worry about,

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so there's a little bit of attribution

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because now you're the marketing person at

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whatever, Squarespace or Wix or GoDaddy.

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It wasn't GoDaddy.

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I think it was Squarespace.

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There was a different- I think it was

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Squarespace, yeah.

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Yeah.

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I'm going to go there in a second.

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But that's the thing.

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Now, what are people going to do?

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I got to see it.

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This got me thinking.

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This was the ad I hope we would

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talk about.

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When people go digital and high tech and

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AI, that's my cue to go analog.

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Because I like to skate where the puck

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isn't.

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I learned that from watching,

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being told what to do.

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It's why, like a few years ago,

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I was like, hey, let's send postcards.

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And we can actually see who took action

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on a postcard.

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Because it's so the opposite.

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And it doesn't cost you more, ironically,

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it costs you less to be different.

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Exactly.

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Because it's an arms race to out AI

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or out spend.

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But what you could do, ah, man.

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So my tweak,

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if I give a little note or like,

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ooh, yes and, let's say yes and,

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not a note, not an attraction.

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What could you have done with AI

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technology and analog?

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would have been putting a phone number

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somewhere and saying, text me.

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Cause then you got it.

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Do you know what I mean?

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Like I forget the dude's name, but eight,

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six, seven, five,

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three Oh nine was the like,

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that was legendary.

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He didn't do it on purpose,

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but imagine you own that number.

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But imagine you did the Emma Stone

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commercial, emmastone.com, which,

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of course, I have to go there.

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I didn't yet.

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Maybe I'm denouncing my own point.

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But imagine it was like you flashed a

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number, and you kept it subtle.

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It was there long enough to write down.

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And, of course, everybody can pause TV.

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Now, that's not an issue.

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And then you texted it,

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and now you were in a text conversation.

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That's some next level stuff.

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In my opinion, that could have,

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people could still be doing.

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And then you tell a friend, dude,

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text this number and see what it says

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to you.

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Cause you tell it,

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you tell the bot to change every time.

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Yeah.

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In response to your whatever,

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like user generated content because people

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are all over that.

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Yes.

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And then if you're on the other end,

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screenshot that there's your ad campaign

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for the next two weeks.

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Let's get to the plot next year, Jimmy.

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So I've got a friend who I was

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in radio with.

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I want to give him a nod.

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I'm going to give myself a nod too,

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which, hey, nod, nod.

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We worked together in radio,

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we were in the same building.

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He was on the pop station.

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I was on the rock station,

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but we were, he did afternoons and nights.

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I did afternoons.

00:09:13.277 --> 00:09:13.956
So we were in the building at the

00:09:13.976 --> 00:09:14.317
same time.

00:09:14.716 --> 00:09:16.138
I watched him run around that building

00:09:16.278 --> 00:09:16.957
doing video.

00:09:16.998 --> 00:09:18.778
Fifteen years ago and being like,

00:09:19.339 --> 00:09:20.639
he's that's the direction.

00:09:20.840 --> 00:09:21.880
And everybody's like, he's doing video,

00:09:21.900 --> 00:09:22.541
but where are we going to put it?

00:09:22.561 --> 00:09:23.421
And I'm like, uh,

00:09:23.441 --> 00:09:25.142
the internet feels like a good place to

00:09:25.182 --> 00:09:25.402
put it.

00:09:25.841 --> 00:09:27.043
But anyway, he was not,

00:09:27.322 --> 00:09:28.504
it was not really supported.

00:09:28.624 --> 00:09:29.703
He was the guy running around.

00:09:30.043 --> 00:09:31.304
And do you know what my buddy Ralphie

00:09:31.325 --> 00:09:31.725
does now?

00:09:31.745 --> 00:09:34.046
What does he do?

00:09:34.105 --> 00:09:35.506
He's the entertainment reporter for USA

00:09:35.547 --> 00:09:35.726
today.

00:09:37.284 --> 00:09:39.446
So he's the guy running around the

00:09:39.466 --> 00:09:39.926
Grammys.

00:09:40.346 --> 00:09:42.826
He's the EGOT and the Super Bowl.

00:09:43.386 --> 00:09:45.067
So I looked up, of course,

00:09:45.746 --> 00:09:47.368
still keep in touch with Ralphie because

00:09:47.548 --> 00:09:48.268
if I want to know what's up,

00:09:48.508 --> 00:09:49.548
most of the time he can't tell me

00:09:49.567 --> 00:09:51.089
what he's doing because he's like he's

00:09:51.168 --> 00:09:53.789
interviewing somebody two months ago for

00:09:53.830 --> 00:09:55.070
their commercial that's going to air

00:09:55.090 --> 00:09:55.429
yesterday.

00:09:55.649 --> 00:09:56.909
So most of the time he's like he

00:09:56.929 --> 00:09:58.250
can't tell what he's doing.

00:10:00.071 --> 00:10:01.292
He did a little ranking or I did

00:10:01.392 --> 00:10:02.131
a little AI search.

00:10:02.331 --> 00:10:05.613
His standout by Ralphie, the T-Mobile,

00:10:05.673 --> 00:10:06.273
tell me why.

00:10:09.144 --> 00:10:10.264
I'm going to bring up my graph.

00:10:11.044 --> 00:10:12.826
This is consulting companies.

00:10:12.846 --> 00:10:15.047
It is.

00:10:15.086 --> 00:10:16.326
B to C value pyramid.

00:10:16.988 --> 00:10:19.288
And real,

00:10:19.428 --> 00:10:22.009
real high in the emotional category is

00:10:22.070 --> 00:10:22.990
nostalgia,

00:10:23.049 --> 00:10:23.951
right in the middle there in the

00:10:23.971 --> 00:10:24.431
emotional.

00:10:24.910 --> 00:10:26.172
So you get backstreet.

00:10:26.211 --> 00:10:27.172
Who's your target market?

00:10:27.532 --> 00:10:29.013
I'm going to guess Andrea.

00:10:29.413 --> 00:10:30.614
I don't know if you're a backstreet or

00:10:30.653 --> 00:10:31.573
you were a team in sync.

00:10:31.614 --> 00:10:31.994
I'm not sure.

00:10:32.153 --> 00:10:33.335
But you were team one of them.

00:10:35.615 --> 00:10:36.855
This was not an opt-in.

00:10:36.956 --> 00:10:40.618
This was you were NSYNC or you were

00:10:40.758 --> 00:10:41.557
Backstreet Boys.

00:10:41.638 --> 00:10:43.278
I mean, they really needed NKOTB.

00:10:43.318 --> 00:10:47.120
That was before.

00:10:47.440 --> 00:10:48.721
That was a little before.

00:10:49.380 --> 00:10:50.201
They paved the way.

00:10:50.902 --> 00:10:53.802
They did pave the way, right.

00:10:53.863 --> 00:10:54.903
So they knew.

00:10:55.023 --> 00:10:55.222
I mean,

00:10:55.263 --> 00:10:56.403
they know their audience and they know

00:10:56.443 --> 00:10:57.203
it's Backstreet Boys.

00:10:57.224 --> 00:10:59.345
So T-Mobile wants to sell phones.

00:10:59.384 --> 00:11:01.066
Who makes the decision for the household?

00:11:01.905 --> 00:11:05.889
females of what age right now if you're

00:11:05.908 --> 00:11:07.331
gonna hit if you're gonna aim for thirty

00:11:07.350 --> 00:11:09.732
forties what did they like when they were

00:11:09.773 --> 00:11:11.693
seventeen give me a little backstreet give

00:11:11.714 --> 00:11:13.596
me like give me the left backstreet and

00:11:13.615 --> 00:11:16.158
t-mobile goes ding that's worth the spend

00:11:16.758 --> 00:11:19.019
if you're gonna double down you with the

00:11:19.039 --> 00:11:20.682
super bowl commercial buying the real

00:11:20.721 --> 00:11:21.903
estate in the time is

00:11:23.090 --> 00:11:23.671
table stakes.

00:11:23.772 --> 00:11:25.413
Now you need to put something in it.

00:11:25.774 --> 00:11:26.015
It's like,

00:11:26.056 --> 00:11:28.519
so you bought land on Rodeo drive.

00:11:28.740 --> 00:11:29.923
You still have to buy a house or

00:11:29.962 --> 00:11:32.326
it's not a thing and furnish it.

00:11:32.547 --> 00:11:32.727
Right.

00:11:32.807 --> 00:11:33.469
And furnish it.

00:11:33.509 --> 00:11:33.749
Right.

00:11:34.464 --> 00:11:34.644
Um,

00:11:34.803 --> 00:11:36.284
it's interesting because I think the

00:11:36.325 --> 00:11:41.025
T-Mobile had this element similar to the

00:11:41.086 --> 00:11:41.966
Duncan commercial.

00:11:41.986 --> 00:11:43.907
We'll get to that.

00:11:44.086 --> 00:11:45.488
And it, and it was,

00:11:45.508 --> 00:11:47.788
it was nostalgic and people were super

00:11:47.849 --> 00:11:49.889
excited, but it was transactional.

00:11:49.950 --> 00:11:51.450
And I was trying to think back of,

00:11:51.649 --> 00:11:53.451
they don't have like an ambassador that

00:11:53.490 --> 00:11:54.890
they're weaving through that they're

00:11:54.931 --> 00:11:57.812
trying to like get you to be comfortable

00:11:57.851 --> 00:11:57.971
with.

00:11:58.011 --> 00:11:59.812
You just immediately know, like, I,

00:12:00.253 --> 00:12:01.933
I know Backstreet Boys and I like them.

00:12:01.994 --> 00:12:02.254
Cool.

00:12:02.274 --> 00:12:02.433
Yeah.

00:12:03.274 --> 00:12:06.414
Do you think T-Mobile or Dunkin' should

00:12:06.455 --> 00:12:07.274
have a face?

00:12:07.455 --> 00:12:08.796
I don't think they need that anymore.

00:12:09.135 --> 00:12:11.155
I think brands used to do that,

00:12:11.176 --> 00:12:12.256
and some brands still do that,

00:12:12.317 --> 00:12:14.236
but I think it's okay to be transactional

00:12:14.277 --> 00:12:16.998
because we are filtering so much noise

00:12:17.018 --> 00:12:19.139
that are we even going to care or

00:12:19.479 --> 00:12:20.778
remember that that's who their

00:12:20.818 --> 00:12:21.679
spokesperson was?

00:12:21.720 --> 00:12:24.480
We'll get to the Dunkin' one in a

00:12:24.519 --> 00:12:24.759
minute,

00:12:24.820 --> 00:12:26.441
but I thought it was a smart play

00:12:26.461 --> 00:12:27.701
to just sort of say, yep,

00:12:27.740 --> 00:12:28.902
this is who we're targeting right now.

00:12:28.942 --> 00:12:29.942
We know they're paying attention.

00:12:30.402 --> 00:12:32.143
yeah yeah yeah you're you're you're you're

00:12:32.222 --> 00:12:33.985
earning attention you're earning you're

00:12:34.865 --> 00:12:37.548
earning attention over time what's the

00:12:37.587 --> 00:12:39.188
goal in my opinion and we'll get to

00:12:39.208 --> 00:12:40.409
the article that just came out that i

00:12:40.429 --> 00:12:42.270
helped co-write and by co-write i like

00:12:42.311 --> 00:12:45.293
dropped three bars and left you you're

00:12:45.413 --> 00:12:47.514
you're you're trying to earn you're you're

00:12:47.634 --> 00:12:49.716
fighting for attention to ultimately do

00:12:49.777 --> 00:12:51.597
something and in my opinion it is trust

00:12:51.879 --> 00:12:55.140
familiarity coziness warmness and that

00:12:55.181 --> 00:12:57.202
cannot be purchased in a transaction

00:12:58.284 --> 00:12:59.686
there's if you're if you're trying to

00:12:59.706 --> 00:13:01.248
build a relationship and you're trying to

00:13:01.307 --> 00:13:04.171
purchase it that is a possibility that's

00:13:04.191 --> 00:13:07.835
just the oldest profession on the planet

00:13:07.894 --> 00:13:08.936
right do you want to be that or

00:13:08.956 --> 00:13:10.317
do you want to earn attention and that's

00:13:10.336 --> 00:13:11.498
not saying you don't have to pay for

00:13:11.538 --> 00:13:14.581
it so t-mobile was good i thought it

00:13:14.620 --> 00:13:16.702
was good i like those guys and it

00:13:16.763 --> 00:13:17.945
also comes off like

00:13:18.971 --> 00:13:19.770
they know how to read the,

00:13:19.910 --> 00:13:21.091
like everybody in the room knew how to

00:13:21.111 --> 00:13:21.912
read the room, which is like,

00:13:22.192 --> 00:13:23.052
we get what we are.

00:13:23.172 --> 00:13:23.652
We were the,

00:13:23.692 --> 00:13:24.972
we were the cool thing for eight minutes

00:13:25.013 --> 00:13:28.673
and now we're forty two and now sorry,

00:13:28.693 --> 00:13:29.673
I did my math wrong real quick.

00:13:29.693 --> 00:13:29.854
Exactly.

00:13:29.874 --> 00:13:31.634
It was great.

00:13:31.715 --> 00:13:31.995
It was good.

00:13:32.294 --> 00:13:32.914
Yeah, I liked it.

00:13:33.534 --> 00:13:34.115
It was good.

00:13:34.195 --> 00:13:35.015
It was really good.

00:13:37.937 --> 00:13:38.879
I didn't see this one,

00:13:38.899 --> 00:13:40.921
but Ralphie said the Instacart bananas

00:13:41.041 --> 00:13:42.283
directed by Spike Jones,

00:13:42.322 --> 00:13:43.825
disco powered Ben Stiller.

00:13:43.904 --> 00:13:44.485
I didn't see it.

00:13:44.586 --> 00:13:46.086
I was super confused.

00:13:46.248 --> 00:13:49.051
So it was weird.

00:13:49.171 --> 00:13:50.331
So I was also,

00:13:50.472 --> 00:13:52.394
so we also are like,

00:13:52.715 --> 00:13:54.216
we like to get together and have snacks.

00:13:54.256 --> 00:13:55.357
So we were at a friend's house.

00:13:55.918 --> 00:13:57.078
I have two small children.

00:13:57.158 --> 00:13:58.600
So I was keeping an eye on my

00:13:58.639 --> 00:13:59.919
children running around the friend's

00:13:59.960 --> 00:14:00.259
house.

00:14:00.340 --> 00:14:02.221
And I was also trying to understand what

00:14:02.240 --> 00:14:03.841
was happening on these commercials and the

00:14:03.860 --> 00:14:04.160
game.

00:14:04.301 --> 00:14:05.881
But the game was very easy to pay

00:14:05.922 --> 00:14:07.221
attention to because there wasn't much

00:14:07.261 --> 00:14:09.403
happening as a Patriots fan.

00:14:09.923 --> 00:14:11.143
Bananas was confusing.

00:14:11.363 --> 00:14:13.124
So they were dancing.

00:14:13.163 --> 00:14:14.224
There was a banana.

00:14:14.283 --> 00:14:16.365
There were like some other fruits maybe.

00:14:17.225 --> 00:14:18.884
And I was like, where is this going?

00:14:18.924 --> 00:14:20.166
Like, what brand is this?

00:14:20.206 --> 00:14:22.306
And then it was Instacart.

00:14:22.365 --> 00:14:24.726
And I forget what the message was like.

00:14:25.407 --> 00:14:27.090
i don't choose your own bananas or

00:14:27.110 --> 00:14:29.173
something i don't i don't remember what it

00:14:29.192 --> 00:14:31.616
was think about that if andrea who is

00:14:31.736 --> 00:14:33.941
not looking at it for just lols like

00:14:33.961 --> 00:14:35.121
you're looking at it for like oh what

00:14:35.142 --> 00:14:36.625
are they what's the you're like what's the

00:14:36.764 --> 00:14:38.366
angle what's the other angle how's it

00:14:38.386 --> 00:14:40.269
gonna play out if you can't figure it

00:14:40.370 --> 00:14:40.490
out

00:14:41.583 --> 00:14:42.423
And what are the commercials?

00:14:42.624 --> 00:14:44.825
Fifteen, thirty, at most sixty.

00:14:45.125 --> 00:14:45.845
It was like fifteen.

00:14:46.046 --> 00:14:46.206
Right.

00:14:46.245 --> 00:14:47.346
It was super short.

00:14:47.625 --> 00:14:50.206
And everyone's like, what's going on?

00:14:50.746 --> 00:14:53.187
And I get the let's be so weird,

00:14:53.788 --> 00:14:55.048
like Puppy Monkey Baby.

00:14:55.068 --> 00:14:56.389
Do you remember Puppy Monkey Baby?

00:14:56.469 --> 00:14:56.729
Of course.

00:14:56.749 --> 00:14:57.469
Yeah.

00:14:57.489 --> 00:14:58.210
Who can forget it?

00:14:58.269 --> 00:14:58.809
Who was it?

00:15:00.086 --> 00:15:01.485
I don't remember who it was.

00:15:01.505 --> 00:15:02.307
That's the problem.

00:15:02.366 --> 00:15:03.506
I remember puppy monkey baby.

00:15:03.547 --> 00:15:04.726
I think it was Mountain Dew.

00:15:05.027 --> 00:15:05.886
I don't even know.

00:15:06.006 --> 00:15:06.408
I don't know.

00:15:06.528 --> 00:15:08.467
I think it was, was it Mountain Dew?

00:15:08.748 --> 00:15:09.548
I don't remember.

00:15:09.567 --> 00:15:11.928
So I get where you're like, dude, this,

00:15:12.028 --> 00:15:13.828
you'll be humming puppy monkey baby for a

00:15:13.889 --> 00:15:14.229
decade.

00:15:14.269 --> 00:15:14.870
I go, great.

00:15:15.669 --> 00:15:16.909
What does that get us?

00:15:16.929 --> 00:15:18.530
So I remember the song,

00:15:18.551 --> 00:15:19.691
but I don't remember who sang it.

00:15:19.711 --> 00:15:21.071
I don't remember who sang eight, six,

00:15:21.091 --> 00:15:22.171
seven, five, three Oh nine.

00:15:22.591 --> 00:15:23.792
But I remember that damn phone number.

00:15:23.812 --> 00:15:27.273
So weird is weird is a great big

00:15:27.393 --> 00:15:27.852
spike.

00:15:28.674 --> 00:15:30.096
And then what?

00:15:30.277 --> 00:15:31.578
That's the thing I get.

00:15:32.200 --> 00:15:33.942
Let's put all the effort into one bang

00:15:33.961 --> 00:15:34.523
and video.

00:15:34.984 --> 00:15:36.245
Go to my Instagram account.

00:15:36.505 --> 00:15:38.668
I'd rather four hundred and fifty B

00:15:38.708 --> 00:15:39.529
minuses in a row.

00:15:39.690 --> 00:15:41.032
That's just me because I'm trying to build

00:15:41.052 --> 00:15:41.712
familiarity.

00:15:41.732 --> 00:15:42.494
Exactly.

00:15:43.715 --> 00:15:45.296
I didn't see this one a lot either,

00:15:46.157 --> 00:15:48.399
but Ralphie said American Icons,

00:15:49.099 --> 00:15:50.100
Anheuser-Busch,

00:15:51.301 --> 00:15:54.624
the spot featured Clydesdales and a bald

00:15:54.683 --> 00:15:57.145
eagle hatchling bonding to the soundtrack

00:15:57.186 --> 00:15:58.606
of Leonard Skinner's Freebird.

00:16:00.187 --> 00:16:02.009
If you said that that was an ad

00:16:02.029 --> 00:16:03.650
and who did it, I'd be like Budweiser.

00:16:04.038 --> 00:16:04.479
Budweiser.

00:16:05.419 --> 00:16:08.964
I didn't see any of the alcoholic beverage

00:16:09.024 --> 00:16:09.585
commercials,

00:16:09.605 --> 00:16:10.806
but I did read up on them this

00:16:10.846 --> 00:16:12.126
morning and that they were like just

00:16:12.187 --> 00:16:13.688
clinging to tradition.

00:16:13.808 --> 00:16:15.431
And that's what you think they do.

00:16:16.258 --> 00:16:17.458
I remembered Grubhub.

00:16:18.360 --> 00:16:21.802
It was called The Feast, F-E-E-S-T.

00:16:21.822 --> 00:16:22.503
Did you see this one?

00:16:22.962 --> 00:16:24.443
It was a bunch of people around a

00:16:24.504 --> 00:16:26.826
table asking who's going to eat the fees,

00:16:27.547 --> 00:16:28.768
who's going to eat the fees.

00:16:28.868 --> 00:16:29.768
And then Grubhub was like,

00:16:29.807 --> 00:16:30.708
we're going to eat the fees.

00:16:31.149 --> 00:16:32.110
And I guess they were saying something

00:16:32.129 --> 00:16:33.791
like, essentially,

00:16:34.152 --> 00:16:35.832
we're not going to do what airline

00:16:35.852 --> 00:16:36.352
companies do,

00:16:36.373 --> 00:16:37.494
which is like your ticket's a hundred

00:16:37.514 --> 00:16:37.774
dollars,

00:16:37.794 --> 00:16:38.615
but by the time you go to check

00:16:38.654 --> 00:16:38.715
out,

00:16:38.735 --> 00:16:39.836
it's a hundred and seventy eight dollars.

00:16:40.096 --> 00:16:41.977
They're like fees or something.

00:16:41.998 --> 00:16:42.677
That was my takeaway.

00:16:42.697 --> 00:16:42.837
Okay.

00:16:42.857 --> 00:16:44.879
I didn't see that one.

00:16:45.120 --> 00:16:46.004
And if you're Grubhub,

00:16:46.024 --> 00:16:48.173
you're competing with Uber Eats and you're

00:16:48.193 --> 00:16:49.096
competing with DoorDash.

00:16:51.249 --> 00:16:51.749
Maybe,

00:16:51.889 --> 00:16:53.169
but I would have liked to have seen

00:16:53.210 --> 00:16:55.851
them do something like scan this and your

00:16:55.892 --> 00:16:58.653
next hundred feasts are fee free or

00:16:58.693 --> 00:17:00.054
something, something bananas,

00:17:00.515 --> 00:17:02.917
like something that can't be true.

00:17:03.017 --> 00:17:04.818
Or like the first X amount of people

00:17:04.898 --> 00:17:07.220
get like reduced fee or whatever it is.

00:17:07.681 --> 00:17:08.181
Do you know,

00:17:08.421 --> 00:17:11.063
do you know like TurboTax and all those

00:17:11.202 --> 00:17:13.805
online tax places that they let you,

00:17:13.845 --> 00:17:15.266
they'll like let you follow your return

00:17:15.286 --> 00:17:15.686
for free?

00:17:16.106 --> 00:17:16.287
Yep.

00:17:16.727 --> 00:17:18.989
Do you legally have to?

00:17:20.898 --> 00:17:23.300
They legally have to let you file for

00:17:23.361 --> 00:17:23.661
free.

00:17:24.080 --> 00:17:25.863
They have to, legally.

00:17:26.542 --> 00:17:26.643
Well,

00:17:26.663 --> 00:17:27.984
because you have to be able to file

00:17:28.505 --> 00:17:28.984
your taxes.

00:17:29.326 --> 00:17:31.027
If you're a company that one of these

00:17:31.067 --> 00:17:34.189
companies is like H&R Block or whatever,

00:17:35.569 --> 00:17:36.290
they have to,

00:17:36.790 --> 00:17:38.472
but they advertise the crap out of it.

00:17:38.833 --> 00:17:39.272
They do.

00:17:39.532 --> 00:17:41.414
You're paying for preparation,

00:17:41.775 --> 00:17:43.455
but you're like, oh, look,

00:17:43.517 --> 00:17:44.217
I get this for free,

00:17:44.257 --> 00:17:45.097
but it's really for free.

00:17:45.563 --> 00:17:47.182
We legally have to do that.

00:17:47.202 --> 00:17:47.803
They don't say that.

00:17:47.823 --> 00:17:48.903
They say, you know what?

00:17:49.203 --> 00:17:50.523
We're nice guys and we care about you.

00:17:50.564 --> 00:17:51.324
We want to make sure you get the

00:17:51.344 --> 00:17:51.923
most money back.

00:17:51.963 --> 00:17:52.963
We'll let you file for free.

00:17:53.683 --> 00:17:54.244
You have to.

00:17:54.904 --> 00:17:55.085
Yes.

00:17:55.164 --> 00:17:56.144
I mean, smart move.

00:17:56.605 --> 00:17:57.565
But until someone pointed that out,

00:17:57.585 --> 00:17:58.944
I was like, holy crap.

00:17:59.644 --> 00:18:01.105
It'd be like a PT clinic being like,

00:18:01.566 --> 00:18:02.365
you know what?

00:18:02.425 --> 00:18:04.165
We'll submit all of your stuff to

00:18:04.205 --> 00:18:04.625
insurance.

00:18:07.267 --> 00:18:07.606
No charge.

00:18:08.086 --> 00:18:08.326
No problem.

00:18:08.346 --> 00:18:08.727
You know what?

00:18:08.946 --> 00:18:10.626
If you say it enough, right?

00:18:10.826 --> 00:18:12.367
They're like, what is the rule?

00:18:12.647 --> 00:18:13.708
Loud, loud enough.

00:18:15.382 --> 00:18:18.083
infrequent enough yeah people believe you

00:18:19.544 --> 00:18:23.224
it's free it's free uh any other ads

00:18:23.265 --> 00:18:25.945
come to mind this was really bad right

00:18:25.965 --> 00:18:27.567
i mean it was bad and i missed

00:18:27.586 --> 00:18:29.587
the end i did miss the end um

00:18:29.667 --> 00:18:31.249
i was putting the kids to sleep but

00:18:31.288 --> 00:18:33.910
there was again i don't remember the brand

00:18:33.990 --> 00:18:38.111
kevin from the office oh no that was

00:18:38.171 --> 00:18:40.031
very good i i saw that today though

00:18:40.071 --> 00:18:41.893
i saw this morning kevin from the offense

00:18:42.053 --> 00:18:44.294
was it ramp ramp

00:18:44.594 --> 00:18:45.115
That sounds really...

00:18:45.134 --> 00:18:46.376
It was yellow and black, I think,

00:18:46.537 --> 00:18:47.557
the brand colors.

00:18:47.637 --> 00:18:49.661
And it was like he was cloning himself.

00:18:49.881 --> 00:18:50.061
Right.

00:18:50.162 --> 00:18:52.664
So Ramp is like a digital online thing.

00:18:52.704 --> 00:18:53.626
If you run a business with a lot

00:18:53.646 --> 00:18:54.186
of people, they're like...

00:18:55.373 --> 00:18:57.992
Paycheck, HR, PTO, like all that.

00:18:58.032 --> 00:18:59.074
We just take care of it,

00:18:59.193 --> 00:18:59.773
lock it up.

00:18:59.933 --> 00:19:00.534
Don't worry about it.

00:19:00.594 --> 00:19:01.634
We do it offsite.

00:19:02.074 --> 00:19:02.993
That was great.

00:19:03.334 --> 00:19:04.974
They played off of his character

00:19:05.394 --> 00:19:06.214
perfectly.

00:19:06.555 --> 00:19:07.055
Perfect.

00:19:07.734 --> 00:19:09.015
Sort of a Mr. Magoo.

00:19:09.075 --> 00:19:09.915
He's in the office.

00:19:09.935 --> 00:19:13.455
He's got responsibility, but yeah.

00:19:13.476 --> 00:19:14.836
And then they cloned him fifty thousand

00:19:14.875 --> 00:19:15.135
times.

00:19:15.797 --> 00:19:18.136
And he was carrying the pan of the

00:19:18.176 --> 00:19:21.678
pot of chili, which was in the office.

00:19:22.678 --> 00:19:23.798
One that shocked me.

00:19:24.942 --> 00:19:28.346
That I, if we were in that room,

00:19:28.546 --> 00:19:29.527
Andrea, I'd be like,

00:19:30.106 --> 00:19:31.428
I am not compromising on this.

00:19:31.748 --> 00:19:34.530
Did you see the Ritz Cracker series?

00:19:34.590 --> 00:19:35.651
It was several ads.

00:19:35.671 --> 00:19:39.615
It was Jon Hamm, Scarlett Johansson,

00:19:40.075 --> 00:19:41.536
and Bowen Yang, who just left SNL.

00:19:41.615 --> 00:19:44.117
No, I did not see these.

00:19:44.137 --> 00:19:49.501
Their whole thing was an ad or a

00:19:49.662 --> 00:19:54.046
series where they were on Ritz Island.

00:19:57.144 --> 00:19:59.425
Which you have got in twenty twenty six.

00:19:59.986 --> 00:20:01.626
Are you going anywhere near?

00:20:02.186 --> 00:20:04.248
Come on to our exclusive snack.

00:20:04.268 --> 00:20:05.667
Oh, no.

00:20:06.048 --> 00:20:07.288
I was totally thinking of something.

00:20:07.548 --> 00:20:08.489
No, no.

00:20:08.568 --> 00:20:09.349
It took me a minute.

00:20:09.670 --> 00:20:11.089
Absolutely not.

00:20:11.651 --> 00:20:14.392
Hey, Ritz, read the room.

00:20:14.432 --> 00:20:17.093
A bunch of super exclusive celebrities

00:20:17.492 --> 00:20:18.653
alone on an island.

00:20:20.213 --> 00:20:20.673
What?

00:20:21.755 --> 00:20:22.515
Sorry, guys.

00:20:22.755 --> 00:20:23.454
Even if you.

00:20:24.415 --> 00:20:25.036
Well, first of all.

00:20:26.501 --> 00:20:26.982
First of all,

00:20:27.022 --> 00:20:28.304
the whole talk of an island has been

00:20:28.324 --> 00:20:31.188
going on for, checks, notes, a long time.

00:20:31.468 --> 00:20:33.170
So it's not like this just popped up.

00:20:33.411 --> 00:20:34.192
Even if it did,

00:20:34.612 --> 00:20:35.993
even if it popped up yesterday,

00:20:36.314 --> 00:20:36.934
you pull the ad.

00:20:37.095 --> 00:20:37.635
You pull it.

00:20:37.675 --> 00:20:38.457
So this is like,

00:20:38.757 --> 00:20:41.019
this is the decision you have to make.

00:20:41.059 --> 00:20:42.260
You pull the ad.

00:20:42.342 --> 00:20:42.501
Right.

00:20:42.946 --> 00:20:44.627
There's a psychological concept called the

00:20:44.667 --> 00:20:45.909
sunk cost fallacy.

00:20:46.269 --> 00:20:46.469
Well,

00:20:46.509 --> 00:20:48.170
I've put this much money into my degree.

00:20:48.390 --> 00:20:48.849
Therefore,

00:20:49.009 --> 00:20:51.092
I'm going to be the whatever until I

00:20:51.132 --> 00:20:52.731
die because I got that money out.

00:20:52.852 --> 00:20:53.192
No, you don't.

00:20:53.573 --> 00:20:55.153
You're going to die one time,

00:20:55.634 --> 00:20:56.634
maybe twice if you're lucky,

00:20:56.815 --> 00:20:58.015
but definitely one time.

00:20:58.355 --> 00:20:59.875
And whatever you do from now until death

00:20:59.895 --> 00:21:01.477
day, is that what you want to do?

00:21:01.497 --> 00:21:02.417
If the answer is no, no.

00:21:02.998 --> 00:21:04.259
You put all this money into an ad.

00:21:05.990 --> 00:21:06.871
I don't think people are going to,

00:21:06.891 --> 00:21:07.411
I mean, believe me,

00:21:07.451 --> 00:21:08.551
like in this day and age,

00:21:08.571 --> 00:21:10.012
like you really have to do something

00:21:10.053 --> 00:21:11.374
bananas to even move the needle to a

00:21:11.534 --> 00:21:11.854
one now.

00:21:12.233 --> 00:21:12.775
But what,

00:21:12.914 --> 00:21:14.415
I don't think you won with this.

00:21:14.915 --> 00:21:16.757
I don't think it was a good,

00:21:16.817 --> 00:21:17.698
it's not like I'm going to be like,

00:21:17.817 --> 00:21:18.178
oh my God,

00:21:18.198 --> 00:21:18.858
I can't believe they did it.

00:21:18.878 --> 00:21:19.940
I just thought it was a dumb spend

00:21:19.960 --> 00:21:20.299
of money.

00:21:20.900 --> 00:21:21.621
Yeah.

00:21:21.641 --> 00:21:23.162
They could have pulled it and done

00:21:23.201 --> 00:21:25.083
something that would have been impactful.

00:21:25.603 --> 00:21:26.243
Yeah.

00:21:26.284 --> 00:21:26.963
So that was one.

00:21:27.244 --> 00:21:28.585
I can't remember other ones.

00:21:28.645 --> 00:21:28.945
Do you?

00:21:30.454 --> 00:21:31.875
I remember Duncan.

00:21:32.135 --> 00:21:32.576
Oh, no, no.

00:21:32.635 --> 00:21:33.736
Let's talk about Duncan.

00:21:33.756 --> 00:21:34.935
I thought that was well done.

00:21:35.056 --> 00:21:38.797
I saw one with Keegan-Michael Key and

00:21:38.856 --> 00:21:39.537
Danny McBride.

00:21:39.656 --> 00:21:41.057
Danny McBride from Eastbound and Down.

00:21:42.597 --> 00:21:44.719
I think I was doing something at the

00:21:44.798 --> 00:21:47.638
sink and I was like, oh, Danny McBride.

00:21:48.019 --> 00:21:50.059
Key and Peele are not funny.

00:21:50.359 --> 00:21:51.839
They're insanely funny.

00:21:52.019 --> 00:21:53.240
So anything they're in, I'm like,

00:21:53.280 --> 00:21:56.442
if they said yes, it's probably good.

00:21:56.561 --> 00:21:57.862
And Danny McBride is like...

00:21:58.907 --> 00:22:00.969
He just plays the same kind of character.

00:22:00.989 --> 00:22:01.909
Do you know Eastbound and Down?

00:22:01.929 --> 00:22:03.269
I know Eastbound and Down, yeah.

00:22:04.470 --> 00:22:05.711
Yeah, he played that guy.

00:22:05.790 --> 00:22:07.010
And it was something with music or

00:22:07.030 --> 00:22:07.891
whatever, but honestly,

00:22:07.911 --> 00:22:08.592
I was doing something,

00:22:08.852 --> 00:22:10.372
which you also run a risk of.

00:22:10.491 --> 00:22:12.932
I know they say there's a bajillion people

00:22:12.972 --> 00:22:15.213
watching, but like a billion for how long?

00:22:15.253 --> 00:22:16.114
Like they're doing stuff.

00:22:16.453 --> 00:22:17.315
So I didn't get it.

00:22:17.394 --> 00:22:17.934
Right.

00:22:18.115 --> 00:22:19.576
So I don't even know what it was,

00:22:20.777 --> 00:22:24.138
but I remember seeing it and being like,

00:22:24.239 --> 00:22:25.078
oh, I love those guys.

00:22:25.159 --> 00:22:25.719
What are they doing?

00:22:25.859 --> 00:22:26.240
I don't know.

00:22:26.579 --> 00:22:27.240
It was Bud Light.

00:22:27.701 --> 00:22:28.181
No, no, no.

00:22:28.381 --> 00:22:29.682
It was I'll Find It.

00:22:30.962 --> 00:22:33.044
But I was surprised.

00:22:33.084 --> 00:22:34.163
And it's interesting, too,

00:22:34.203 --> 00:22:36.065
because I think a lot of people do

00:22:36.105 --> 00:22:37.226
miss the commercials during,

00:22:37.506 --> 00:22:39.287
but then what does it look like after?

00:22:40.008 --> 00:22:41.228
Are we measuring that?

00:22:41.248 --> 00:22:42.189
People are talking about it.

00:22:42.209 --> 00:22:44.509
They're going to YouTube to find the

00:22:44.529 --> 00:22:44.951
video.

00:22:45.351 --> 00:22:46.771
So here's the interesting part.

00:22:47.711 --> 00:22:51.374
That I think that, here's a lesson here.

00:22:51.394 --> 00:22:53.715
Brands will release their Super Bowl

00:22:53.736 --> 00:22:55.778
commercial a week ago.

00:22:55.798 --> 00:22:56.357
Yep.

00:22:57.479 --> 00:22:58.640
What?

00:22:58.660 --> 00:23:00.162
If we understand.

00:23:01.682 --> 00:23:03.104
This is them showing you, everybody,

00:23:03.124 --> 00:23:04.305
the industry, showing you their cards.

00:23:06.007 --> 00:23:08.128
It is about putting it on the world

00:23:08.169 --> 00:23:08.548
stage.

00:23:08.929 --> 00:23:10.130
Here's what I think it is.

00:23:10.150 --> 00:23:13.432
Did you ever watch a video on Instagram

00:23:13.452 --> 00:23:14.453
or Facebook or whatever?

00:23:14.933 --> 00:23:15.535
And then you're like, ha!

00:23:16.885 --> 00:23:18.146
And then you've got two or three people

00:23:18.166 --> 00:23:19.628
and you're like, boop, send.

00:23:19.709 --> 00:23:20.088
And you're like,

00:23:21.269 --> 00:23:21.971
and then you send it to them.

00:23:22.191 --> 00:23:23.392
It's not about you watching it in

00:23:23.471 --> 00:23:24.032
isolation.

00:23:24.353 --> 00:23:25.354
It's about you being part of it.

00:23:25.614 --> 00:23:27.075
So now, even if I've seen the ad,

00:23:27.435 --> 00:23:27.875
in fact,

00:23:27.935 --> 00:23:30.479
I think it's a good strategy because the

00:23:30.538 --> 00:23:32.019
first three seconds the ad comes on and

00:23:32.039 --> 00:23:33.461
you're like, oh, oh, everybody shut up.

00:23:33.500 --> 00:23:34.041
This one's funny.

00:23:34.162 --> 00:23:34.721
This one's funny.

00:23:35.363 --> 00:23:36.624
And now you get to be the person

00:23:36.644 --> 00:23:37.644
who's like, I've seen this.

00:23:38.025 --> 00:23:38.826
You're on the inside.

00:23:39.186 --> 00:23:40.027
I'm on the inside.

00:23:40.047 --> 00:23:41.268
Now I'm like, everybody shut up.

00:23:41.288 --> 00:23:41.689
Watch this.

00:23:41.709 --> 00:23:42.108
This is funny.

00:23:42.128 --> 00:23:42.690
Watch what happens.

00:23:44.211 --> 00:23:46.173
That is a good move because that is

00:23:46.333 --> 00:23:48.554
actually how people consume ads by

00:23:48.594 --> 00:23:51.816
themselves, but they want to be that part.

00:23:51.836 --> 00:23:53.257
They want to be that insider or like,

00:23:53.317 --> 00:23:54.998
Oh my God, I send this.

00:23:55.218 --> 00:23:56.618
It's why gifts are so funny.

00:23:57.318 --> 00:23:59.099
Let me use someone else's earned

00:24:02.602 --> 00:24:03.542
emotional, whatever.

00:24:03.643 --> 00:24:05.284
And this is perfect for this moment.

00:24:05.364 --> 00:24:06.284
And then I get to,

00:24:06.304 --> 00:24:08.625
but I get the credit because I dropped

00:24:08.746 --> 00:24:10.747
the gift or I said this ad was

00:24:10.787 --> 00:24:11.067
funny.

00:24:11.547 --> 00:24:13.008
And that is a power move.

00:24:13.499 --> 00:24:14.179
It's a power move.

00:24:14.199 --> 00:24:15.980
From a brand perspective, they get to say,

00:24:16.019 --> 00:24:18.361
look at us, we're on the Super Bowl.

00:24:18.401 --> 00:24:19.642
Whether people watched it at the Super

00:24:19.682 --> 00:24:21.083
Bowl or they watched it a week ago

00:24:21.182 --> 00:24:22.623
or they watch it two weeks from now,

00:24:22.804 --> 00:24:24.203
or it won't be relevant two weeks from

00:24:24.243 --> 00:24:24.403
now,

00:24:24.463 --> 00:24:25.625
but if they watch it two days from

00:24:25.664 --> 00:24:25.845
now.

00:24:26.285 --> 00:24:27.685
There was a Catherine O'Hara nod.

00:24:27.826 --> 00:24:28.306
I missed it,

00:24:28.425 --> 00:24:30.846
but I heard that there was a Michelob

00:24:30.906 --> 00:24:31.248
Ultra.

00:24:31.268 --> 00:24:33.269
It was Kurt Russell who plays an

00:24:33.328 --> 00:24:34.848
over-the-top ski instructor teaching

00:24:34.888 --> 00:24:36.670
students how to win a race to avoid

00:24:36.710 --> 00:24:37.830
paying for a round of beers.

00:24:39.565 --> 00:24:40.125
I caught it,

00:24:40.164 --> 00:24:41.645
but I was doing something else,

00:24:41.986 --> 00:24:42.987
so I didn't see the whole thing,

00:24:43.027 --> 00:24:45.528
and I missed any Catherine O'Hara.

00:24:45.948 --> 00:24:46.949
And then there was Willem Dafoe and

00:24:46.989 --> 00:24:48.609
Catherine O'Hara hustling people in

00:24:48.650 --> 00:24:50.330
Pickleball.

00:24:50.891 --> 00:24:51.511
But here's the thing.

00:24:51.531 --> 00:24:53.673
You're lining up people like Kurt Russell,

00:24:53.792 --> 00:24:55.854
Willem Dafoe, Catherine O'Hara,

00:24:56.273 --> 00:24:57.454
so you're tipping your hand to who I

00:24:57.515 --> 00:24:58.955
want to like me.

00:24:59.256 --> 00:25:00.656
This is not a twenty-one-year-old.

00:25:00.717 --> 00:25:02.518
This is probably thirty-five-year-olds,

00:25:02.597 --> 00:25:03.337
forty-five-year-olds.

00:25:03.739 --> 00:25:05.319
And we're saying, again, still,

00:25:05.960 --> 00:25:07.141
we're the beer you drink

00:25:07.932 --> 00:25:09.972
when you still want to be active and

00:25:09.992 --> 00:25:11.313
you're going to rock some pickleball or

00:25:11.333 --> 00:25:13.114
you're going to like learn to ski with

00:25:13.173 --> 00:25:13.693
Kurt Russell.

00:25:13.713 --> 00:25:14.134
Yes.

00:25:14.173 --> 00:25:16.295
All right.

00:25:16.335 --> 00:25:17.555
So now let's talk about the one,

00:25:17.615 --> 00:25:19.215
I guess, I guess, I don't know.

00:25:19.316 --> 00:25:21.717
I guess we'll crown since we both didn't

00:25:21.777 --> 00:25:22.037
know.

00:25:22.076 --> 00:25:23.196
We both liked this one,

00:25:23.696 --> 00:25:26.298
the Dunkin' Donuts one felt good and they

00:25:26.337 --> 00:25:28.138
combined a lot of nostalgia.

00:25:29.166 --> 00:25:30.688
It was a lot of nostalgia.

00:25:31.087 --> 00:25:31.327
Um,

00:25:31.848 --> 00:25:33.169
it was at first I was sort of

00:25:33.209 --> 00:25:34.549
like, what are they doing?

00:25:34.569 --> 00:25:35.691
Like what's going on?

00:25:36.230 --> 00:25:36.490
Uh,

00:25:36.671 --> 00:25:39.432
but it was the nostalgia piece is exactly

00:25:39.452 --> 00:25:41.074
what it was, you know?

00:25:41.114 --> 00:25:41.713
And it's interesting.

00:25:41.834 --> 00:25:43.776
Duncan doesn't need like a lot of these

00:25:43.816 --> 00:25:44.155
advertisers.

00:25:44.175 --> 00:25:45.276
They don't need to advertise.

00:25:45.296 --> 00:25:46.436
People go there.

00:25:46.517 --> 00:25:47.657
And this is like, look at me.

00:25:47.718 --> 00:25:49.019
I'm culturally relevant.

00:25:49.138 --> 00:25:50.278
I understand you.

00:25:50.459 --> 00:25:51.720
I know what you like and makes you

00:25:51.740 --> 00:25:52.240
feel good.

00:25:52.480 --> 00:25:53.681
Like that's what they were doing.

00:25:54.362 --> 00:25:57.063
Do you remember the Duncan, uh,

00:25:57.202 --> 00:25:58.304
track suits, uh,

00:25:59.112 --> 00:26:02.334
of course the dunkings so they're staying

00:26:02.354 --> 00:26:05.255
with this whole like we're from boston and

00:26:05.275 --> 00:26:07.296
that's fine like people in new york like

00:26:07.336 --> 00:26:08.856
we should hate that but we don't we're

00:26:08.896 --> 00:26:09.978
sort of like we get it we like

00:26:10.038 --> 00:26:12.278
it it's good it's better than stat better

00:26:12.298 --> 00:26:15.259
than stabux we're not going to drink those

00:26:15.299 --> 00:26:17.181
guys we're real they're just positioned

00:26:17.201 --> 00:26:19.142
they're like we're toyota and starbucks

00:26:19.162 --> 00:26:20.643
can go over there and be lexus and

00:26:20.663 --> 00:26:21.883
that's cool because we're with the people

00:26:22.242 --> 00:26:24.505
so they so the whole thing was uh

00:26:24.664 --> 00:26:27.046
good will dunking

00:26:27.566 --> 00:26:28.686
Goodwill dunking.

00:26:29.468 --> 00:26:30.729
Goodwill dunking.

00:26:30.828 --> 00:26:32.269
And it was played out, I mean,

00:26:32.789 --> 00:26:33.691
all the way to the end,

00:26:33.830 --> 00:26:36.512
like with Jennifer Aniston at the end.

00:26:36.972 --> 00:26:38.994
And she's like, how do you like whatever?

00:26:39.055 --> 00:26:40.556
I mean, whatever, you know, it's the line.

00:26:40.576 --> 00:26:41.676
But it wasn't them apples.

00:26:41.717 --> 00:26:42.196
It was like...

00:26:43.086 --> 00:26:43.705
Whatever she said.

00:26:44.467 --> 00:26:44.866
So good.

00:26:45.307 --> 00:26:46.028
So smart.

00:26:46.167 --> 00:26:47.429
Can you... I have the notes.

00:26:47.828 --> 00:26:50.569
Can you name all of the characters in

00:26:50.609 --> 00:26:52.111
that ad?

00:26:52.191 --> 00:26:52.510
I cannot.

00:26:52.531 --> 00:26:54.272
Two off the bat, right?

00:26:54.532 --> 00:26:55.853
We have Jennifer Aniston.

00:26:56.233 --> 00:26:56.513
Yes.

00:26:57.213 --> 00:27:01.557
And we had the other people from France.

00:27:02.057 --> 00:27:02.836
So who was from France?

00:27:02.876 --> 00:27:03.298
Do you remember?

00:27:03.857 --> 00:27:05.618
I don't remember the names exactly.

00:27:06.318 --> 00:27:07.299
Of course, Joey was.

00:27:07.319 --> 00:27:07.680
Joey.

00:27:07.700 --> 00:27:11.182
Somebody from Seinfeld.

00:27:11.803 --> 00:27:12.022
Um...

00:27:16.503 --> 00:27:17.045
I don't remember.

00:27:17.325 --> 00:27:18.145
Jason Alexander.

00:27:18.925 --> 00:27:21.387
Yes, of course.

00:27:21.428 --> 00:27:25.549
You had Alfonso Ribeiro from Fresh Prince.

00:27:26.351 --> 00:27:29.153
You had Jasmine Guy from Different Worlds.

00:27:30.513 --> 00:27:33.715
You had Jalila White from Family Matters.

00:27:35.076 --> 00:27:37.337
So you had Carlton.

00:27:37.518 --> 00:27:38.739
Last night I was like, oh my goodness,

00:27:38.759 --> 00:27:39.599
these guys are great.

00:27:39.680 --> 00:27:41.101
And I just already blanked on who was

00:27:41.121 --> 00:27:41.340
in it.

00:27:41.854 --> 00:27:42.854
Then you had Sam Malone,

00:27:43.493 --> 00:27:44.734
Ted Danson from Cheers.

00:27:45.234 --> 00:27:45.835
Ted Danson was...

00:27:46.375 --> 00:27:48.214
Then when Jennifer Aniston popped in,

00:27:48.454 --> 00:27:49.976
you had Tom Brady.

00:27:50.375 --> 00:27:51.476
Tom Brady was in that commercial.

00:27:51.516 --> 00:27:53.576
Tom Brady was the least...

00:27:54.836 --> 00:27:56.396
Tom Brady was the least...

00:27:57.356 --> 00:27:58.696
Because by then you're like, just bang,

00:27:58.737 --> 00:27:59.678
bang, bang, bang, bang.

00:27:59.758 --> 00:28:00.837
I don't even remember that.

00:28:01.178 --> 00:28:02.678
If you would have asked me if Tom

00:28:02.698 --> 00:28:04.438
Brady was in a commercial last night,

00:28:04.577 --> 00:28:05.219
I would have said no.

00:28:05.259 --> 00:28:06.919
He was the biggest one.

00:28:08.086 --> 00:28:10.449
I remember her dragging someone into the

00:28:10.469 --> 00:28:10.608
window.

00:28:10.628 --> 00:28:11.009
That was Tom Brady.

00:28:11.029 --> 00:28:12.510
And I forget that it was Tom Brady.

00:28:12.691 --> 00:28:15.733
And here's who they all played themselves.

00:28:16.233 --> 00:28:16.374
Yep.

00:28:16.815 --> 00:28:18.276
They were just caricatures of themselves.

00:28:18.635 --> 00:28:22.660
So all Duncan did is they brewed up

00:28:22.700 --> 00:28:25.541
a pot of nice piping hot Duncan coffee.

00:28:26.423 --> 00:28:27.522
They let it cool a little bit so

00:28:27.563 --> 00:28:28.243
it wouldn't burn you.

00:28:28.604 --> 00:28:29.983
And then they just poured it all over

00:28:30.003 --> 00:28:31.284
you, made you nice and warm.

00:28:31.805 --> 00:28:32.384
And that's what they did.

00:28:32.444 --> 00:28:33.224
They're like, remember us?

00:28:33.625 --> 00:28:34.204
We're relevant.

00:28:34.744 --> 00:28:35.546
We're known.

00:28:36.046 --> 00:28:37.185
We've been here all along.

00:28:38.705 --> 00:28:39.686
Who do we buy from?

00:28:40.067 --> 00:28:40.846
The loudest?

00:28:41.247 --> 00:28:42.007
Sometimes, maybe.

00:28:43.428 --> 00:28:45.188
I think we prefer familiar.

00:28:45.748 --> 00:28:46.209
Exactly.

00:28:46.249 --> 00:28:47.229
We know you.

00:28:47.269 --> 00:28:47.788
We get you.

00:28:49.729 --> 00:28:51.089
I might get better over there.

00:28:52.184 --> 00:28:53.045
I don't know if I want to risk

00:28:53.065 --> 00:28:54.465
it because I know that this is a

00:28:54.546 --> 00:28:55.227
B plus.

00:28:55.727 --> 00:28:56.346
I know it is.

00:28:57.047 --> 00:28:59.469
And once that's locked in, look,

00:28:59.749 --> 00:29:01.829
when I took over a radio station when

00:29:01.849 --> 00:29:03.471
I was twenty five years old,

00:29:03.851 --> 00:29:05.971
which probably not a great idea to hand

00:29:05.991 --> 00:29:07.853
a radio station that's doing seven million

00:29:07.873 --> 00:29:08.873
a year to a twenty five year old.

00:29:08.992 --> 00:29:09.554
Not a great idea.

00:29:09.834 --> 00:29:10.394
It turned out OK.

00:29:11.233 --> 00:29:12.835
I remember all the guys that I worked

00:29:12.875 --> 00:29:14.375
with, all the dudes who would like,

00:29:14.556 --> 00:29:15.215
you know, the engine,

00:29:15.236 --> 00:29:16.376
the blue collar dudes were like,

00:29:16.436 --> 00:29:17.517
now that you're in charge, man,

00:29:17.817 --> 00:29:19.238
you can start playing whatever you want.

00:29:19.698 --> 00:29:20.038
And I'm like.

00:29:21.128 --> 00:29:23.390
You do realize we play this stuff because

00:29:23.430 --> 00:29:24.410
people know it.

00:29:24.829 --> 00:29:26.671
I know if we started playing obscure rock

00:29:26.711 --> 00:29:27.050
music,

00:29:27.310 --> 00:29:30.211
that would be cool for a spike hot

00:29:30.271 --> 00:29:30.592
minute.

00:29:30.852 --> 00:29:33.753
But then most people would go,

00:29:34.253 --> 00:29:34.834
the hell is this?

00:29:36.157 --> 00:29:37.558
Are you playing towards the middle of the

00:29:37.578 --> 00:29:39.140
bell curve or the edge?

00:29:39.420 --> 00:29:41.121
And there are times and places to do

00:29:41.161 --> 00:29:41.480
both.

00:29:42.021 --> 00:29:42.281
Right.

00:29:42.622 --> 00:29:44.603
But you listen to it because you,

00:29:45.263 --> 00:29:45.884
studies show.

00:29:46.284 --> 00:29:47.345
Well, actually studies show,

00:29:47.545 --> 00:29:49.346
saying studies show turns people off to

00:29:49.365 --> 00:29:50.047
whatever you're about to say,

00:29:50.067 --> 00:29:50.547
but I'll say it.

00:29:51.326 --> 00:29:52.387
We did research on this.

00:29:52.448 --> 00:29:53.429
This was my livelihood.

00:29:54.288 --> 00:29:56.210
People will listen to music that they

00:29:56.309 --> 00:29:57.070
don't like,

00:29:57.371 --> 00:30:00.833
but know longer and more consistently than

00:30:00.853 --> 00:30:03.095
they would to new music that they might

00:30:03.115 --> 00:30:03.315
like.

00:30:04.189 --> 00:30:04.808
Interesting.

00:30:05.169 --> 00:30:06.269
So that's why you get it.

00:30:06.789 --> 00:30:07.430
That makes sense.

00:30:07.930 --> 00:30:09.931
So when Spotify and Apple Music came

00:30:09.951 --> 00:30:10.991
around, everybody was like,

00:30:11.231 --> 00:30:12.692
we don't need radio anymore.

00:30:12.991 --> 00:30:14.393
We're going to go stream our own things.

00:30:14.553 --> 00:30:16.433
And Andrea, the data has shown...

00:30:17.826 --> 00:30:20.048
People listen to the same stuff.

00:30:20.328 --> 00:30:21.971
Even when you're now the program director

00:30:22.010 --> 00:30:23.751
of your own radio station on Spotify,

00:30:24.071 --> 00:30:25.634
you are, yes, you do.

00:30:25.874 --> 00:30:27.474
You do a little taste.

00:30:27.595 --> 00:30:28.395
Let's go a little edgy.

00:30:28.435 --> 00:30:30.037
Let's try, who's bad bunny bro?

00:30:30.076 --> 00:30:30.758
Who's this dude?

00:30:30.877 --> 00:30:31.558
Let's check it out.

00:30:31.919 --> 00:30:32.680
All right, I don't like it.

00:30:32.859 --> 00:30:33.661
Or, oh, I do.

00:30:34.181 --> 00:30:34.760
That's the thing.

00:30:35.001 --> 00:30:36.962
It's sort of this rolling conveyor belt.

00:30:37.564 --> 00:30:41.527
I have my middle of the bell curve.

00:30:41.747 --> 00:30:43.048
I have the stuff that's never going away.

00:30:43.669 --> 00:30:44.630
But every once in a while,

00:30:44.910 --> 00:30:46.550
I'll drop something off and pick something

00:30:46.631 --> 00:30:46.770
up.

00:30:47.192 --> 00:30:48.152
And then every once in a while,

00:30:48.172 --> 00:30:49.073
something that fell off,

00:30:50.114 --> 00:30:51.535
you dingle it in front of someone and

00:30:51.654 --> 00:30:53.455
bam, there's nostalgia.

00:30:53.476 --> 00:30:55.196
Oh, I love this song.

00:30:55.217 --> 00:30:57.358
So keep in mind,

00:30:57.398 --> 00:30:58.799
everything we're talking about today,

00:30:58.940 --> 00:30:59.980
it's not about Super Bowl.

00:31:00.320 --> 00:31:01.182
It's not about radio.

00:31:01.922 --> 00:31:03.022
We're talking about the relationship of

00:31:03.083 --> 00:31:05.585
you with whoever the hell you're trying to

00:31:05.605 --> 00:31:06.425
get to pay attention to you.

00:31:06.766 --> 00:31:10.448
All this stuff is easily transferable in

00:31:10.509 --> 00:31:10.909
my opinion.

00:31:11.844 --> 00:31:12.724
I mean, it is like this.

00:31:12.805 --> 00:31:14.746
We're talking about being familiar.

00:31:14.865 --> 00:31:16.906
And so we're saying like, know me, right?

00:31:16.946 --> 00:31:20.127
Duncan knew us and T-Mobile knew us.

00:31:20.248 --> 00:31:21.868
And so we're saying whether you are

00:31:21.929 --> 00:31:23.829
spending millions of dollars at the Super

00:31:23.869 --> 00:31:25.290
Bowl or your PT clinic,

00:31:26.010 --> 00:31:27.471
if you are marketing to me, like,

00:31:27.511 --> 00:31:28.813
please know me and speak to me.

00:31:28.833 --> 00:31:30.032
Yeah.

00:31:30.053 --> 00:31:31.193
So the funny part is,

00:31:31.334 --> 00:31:32.595
so now we'll start to transfer away from

00:31:32.634 --> 00:31:33.194
the Super Bowl.

00:31:33.454 --> 00:31:33.734
Again,

00:31:34.295 --> 00:31:35.855
I would have thought is deserved an hour.

00:31:35.955 --> 00:31:37.136
I think it's a half hour at best.

00:31:37.217 --> 00:31:38.257
So I'm good at the thirty one.

00:31:38.436 --> 00:31:38.958
I agree.

00:31:39.077 --> 00:31:40.939
It was it was the last one.

00:31:42.866 --> 00:31:44.288
So lackluster,

00:31:44.468 --> 00:31:45.409
as they would say in the dunking.

00:31:46.711 --> 00:31:50.733
So let's the funny part is.

00:31:51.815 --> 00:31:52.576
In two thousand and eight,

00:31:52.596 --> 00:31:54.096
when I saw this thing, smartphone,

00:31:54.617 --> 00:31:56.259
I went as a guy running a radio

00:31:56.298 --> 00:31:56.578
station.

00:31:56.880 --> 00:31:57.660
Oh, expletive.

00:31:57.720 --> 00:31:58.480
Let's get out of here.

00:31:59.001 --> 00:31:59.741
This ain't going to be.

00:31:59.882 --> 00:32:00.643
And I didn't need anybody.

00:32:00.663 --> 00:32:02.384
I didn't need anybody to put together a

00:32:02.444 --> 00:32:03.945
listicle for me to be like,

00:32:04.066 --> 00:32:04.727
maybe I should.

00:32:04.826 --> 00:32:06.268
I was like, nope, no.

00:32:06.387 --> 00:32:08.210
I made that decision on the side of

00:32:08.230 --> 00:32:08.931
Interstate eighty one.

00:32:08.951 --> 00:32:09.310
Like I'm out.

00:32:10.509 --> 00:32:12.232
We handed people these abilities,

00:32:12.492 --> 00:32:13.635
average everyday people.

00:32:13.655 --> 00:32:14.898
You don't need to be a radio station

00:32:14.939 --> 00:32:19.387
or a TV station owner to reach people.

00:32:19.468 --> 00:32:19.949
And then...

00:32:21.351 --> 00:32:23.393
everybody decides they need to become a tv

00:32:23.432 --> 00:32:26.516
station everything needs to be super well

00:32:26.615 --> 00:32:29.478
planned i'll do it tomorrow i'm seeing

00:32:29.518 --> 00:32:32.060
everybody else do it i'll get ready i'll

00:32:32.101 --> 00:32:34.363
do it tomorrow i've gotta it's gotta be

00:32:34.442 --> 00:32:36.585
perfect for me to publish produced and

00:32:36.625 --> 00:32:38.826
right we just handed you quite literally a

00:32:38.886 --> 00:32:40.807
portal to every eyeball in your local

00:32:40.847 --> 00:32:42.609
market your national market the world

00:32:42.650 --> 00:32:45.712
market and that's hard

00:32:46.714 --> 00:32:48.015
That's hard to compete with because now

00:32:48.035 --> 00:32:49.855
you're competing with everybody.

00:32:50.496 --> 00:32:53.096
I needed to be the third coolest guy

00:32:53.416 --> 00:32:53.877
in Scranton,

00:32:53.897 --> 00:32:56.219
Pennsylvania in the afternoons and I could

00:32:56.239 --> 00:32:56.679
earn a living.

00:32:56.999 --> 00:32:58.940
And now I got to compete against

00:32:59.180 --> 00:32:59.759
everybody.

00:32:59.779 --> 00:33:00.119
Exactly.

00:33:00.160 --> 00:33:01.580
In the country.

00:33:01.601 --> 00:33:02.381
Here's my problem.

00:33:02.461 --> 00:33:05.261
It's like we handed people keys to the

00:33:05.301 --> 00:33:07.803
kingdom and they were like, okay.

00:33:09.505 --> 00:33:11.726
And most people don't do it at all.

00:33:12.826 --> 00:33:15.188
Or they feel like they have to overspend

00:33:15.328 --> 00:33:15.989
on doing it.

00:33:16.269 --> 00:33:16.709
You don't.

00:33:16.808 --> 00:33:17.630
You do have to ship.

00:33:17.710 --> 00:33:19.351
You have to show up, test stuff.

00:33:19.451 --> 00:33:20.551
I'm always testing stuff.

00:33:21.471 --> 00:33:23.733
And somebody gave me this great example.

00:33:23.874 --> 00:33:25.153
You know what TheraBand is, right?

00:33:25.615 --> 00:33:27.276
Yep.

00:33:27.296 --> 00:33:31.298
It's like we handed you TheraBand that you

00:33:31.337 --> 00:33:33.019
can use to strengthen yourself, right?

00:33:33.098 --> 00:33:33.940
Love it or hate it, whatever.

00:33:34.864 --> 00:33:37.145
And you decided to use it as a

00:33:37.185 --> 00:33:37.705
slingshot.

00:33:38.027 --> 00:33:38.987
It's like, dude,

00:33:39.126 --> 00:33:40.608
you had this perfect tool to do this

00:33:40.648 --> 00:33:40.909
thing,

00:33:40.929 --> 00:33:42.150
but why are you using it that way?

00:33:42.329 --> 00:33:43.049
Well, you gave it to me.

00:33:43.069 --> 00:33:44.131
You didn't tell me what to do with

00:33:44.191 --> 00:33:44.310
it.

00:33:44.571 --> 00:33:44.852
That's right.

00:33:44.872 --> 00:33:46.032
I don't know what to do with it.

00:33:46.373 --> 00:33:47.834
So we gave people this.

00:33:47.854 --> 00:33:48.875
Oh, I turned my flashlight on.

00:33:48.994 --> 00:33:49.875
Oh, that's a sign.

00:33:49.915 --> 00:33:50.375
Flashlight.

00:33:50.395 --> 00:33:51.676
I'll be enlightening.

00:33:51.696 --> 00:33:52.978
We gave people a smartphone.

00:33:53.057 --> 00:33:54.578
And you know what they do?

00:33:54.618 --> 00:33:56.060
They bitch about stuff in the comment

00:33:56.101 --> 00:33:59.002
section on someone else's content.

00:33:59.083 --> 00:33:59.784
I'm like, guys...

00:34:00.652 --> 00:34:01.172
I need you.

00:34:01.573 --> 00:34:03.854
I had this and still have this diatribe.

00:34:04.173 --> 00:34:04.814
When we first met,

00:34:04.874 --> 00:34:05.755
I think one of the first things I

00:34:05.775 --> 00:34:07.296
said was, we need to start acting.

00:34:07.316 --> 00:34:09.936
We need to be a media company first

00:34:10.456 --> 00:34:13.059
that happens to sell physical therapy.

00:34:14.559 --> 00:34:16.460
Red Bull is a media company.

00:34:16.780 --> 00:34:17.001
Actually,

00:34:17.041 --> 00:34:18.481
I'd say they're an attention company

00:34:18.762 --> 00:34:21.202
powered by media that happens to sell

00:34:21.362 --> 00:34:21.963
energy drink.

00:34:22.164 --> 00:34:23.704
They sell attitude.

00:34:23.925 --> 00:34:25.005
They sell belonging.

00:34:25.266 --> 00:34:26.266
They sell identity.

00:34:26.505 --> 00:34:27.547
And I know it sounds like we're getting

00:34:27.606 --> 00:34:29.387
real spacey, but we're not.

00:34:29.847 --> 00:34:32.369
It's real, right.

00:34:32.409 --> 00:34:33.809
How do you explain that to someone?

00:34:33.929 --> 00:34:35.911
And how is that often received by a

00:34:35.990 --> 00:34:38.753
CEO who might be a traditional CEO who

00:34:39.032 --> 00:34:40.094
maybe they don't understand the world

00:34:40.114 --> 00:34:42.675
changed?

00:34:43.755 --> 00:34:45.896
I think they understand the world changed.

00:34:45.996 --> 00:34:46.898
I think it's scary.

00:34:47.117 --> 00:34:49.219
So I think the way that I've explained

00:34:49.280 --> 00:34:53.121
it is similar to how you just explained

00:34:53.161 --> 00:34:54.503
you had to be the third coolest in

00:34:54.802 --> 00:34:56.063
PA, right?

00:34:57.045 --> 00:34:58.806
We are competing against...

00:34:59.889 --> 00:35:01.550
you know in healthcare we're retail

00:35:01.590 --> 00:35:03.072
healthcare essentially right like we're

00:35:03.112 --> 00:35:04.853
not competing against just the other pt

00:35:04.873 --> 00:35:06.614
down the road we are competing against

00:35:07.215 --> 00:35:09.036
people going on instagram going like oh

00:35:09.077 --> 00:35:11.097
here's a stretch i can do right like

00:35:11.237 --> 00:35:12.759
we are competing against companies who

00:35:12.818 --> 00:35:14.280
have digital health programs we're

00:35:14.300 --> 00:35:16.141
competing against all of it and we are

00:35:16.181 --> 00:35:19.324
competing against the noise outside of pt

00:35:19.623 --> 00:35:22.166
and um everything else that people are

00:35:22.206 --> 00:35:23.646
exposed to like on their phone because

00:35:23.666 --> 00:35:24.708
they're on their phone all the time

00:35:25.387 --> 00:35:27.568
So I think it's if we are not

00:35:27.608 --> 00:35:28.829
figuring out how to break through the

00:35:28.889 --> 00:35:30.150
noise where people are,

00:35:30.190 --> 00:35:31.992
like we're just going to be left behind.

00:35:32.612 --> 00:35:33.753
Like it's as simple as that.

00:35:33.793 --> 00:35:34.032
Right.

00:35:34.052 --> 00:35:35.673
And so the way to explain it is

00:35:35.873 --> 00:35:37.394
to a CEO is like, hey, CEO,

00:35:37.434 --> 00:35:39.056
think about how you consume things.

00:35:39.255 --> 00:35:41.177
Think about how you are a consumer.

00:35:42.998 --> 00:35:44.338
And let's go from there.

00:35:44.579 --> 00:35:44.798
Right.

00:35:44.838 --> 00:35:47.159
Like like the world has changed.

00:35:47.219 --> 00:35:48.601
It's no longer my doctor said I need

00:35:48.621 --> 00:35:49.380
to see a PT.

00:35:49.420 --> 00:35:50.762
So I'm going to go see this PT

00:35:50.782 --> 00:35:51.802
that they told me that I need to

00:35:51.842 --> 00:35:53.143
see or that I found in the yellow

00:35:53.182 --> 00:35:53.463
pages.

00:35:53.483 --> 00:35:53.643
Right.

00:35:54.530 --> 00:35:56.851
Uh, I'm, I'm getting a lot of information.

00:35:56.913 --> 00:35:58.994
Like I'm going to go on my neighborhood

00:35:59.134 --> 00:36:00.534
app and see if anyone knows of a

00:36:00.574 --> 00:36:01.775
PT in the area or something.

00:36:01.815 --> 00:36:01.936
Right.

00:36:01.976 --> 00:36:02.956
Like, um,

00:36:02.976 --> 00:36:04.197
so that's the way to explain it.

00:36:04.297 --> 00:36:04.476
Right.

00:36:04.536 --> 00:36:06.278
These people are consumers and just like

00:36:06.759 --> 00:36:07.840
the CEO is a consumer.

00:36:08.820 --> 00:36:10.001
I have an exercise.

00:36:10.041 --> 00:36:11.021
I don't know if we did this when

00:36:11.061 --> 00:36:12.422
we worked together formally.

00:36:12.762 --> 00:36:14.643
Uh, I have a screenshot party.

00:36:15.483 --> 00:36:17.005
So I say exactly what you just said

00:36:17.045 --> 00:36:18.525
to the CEO and the C-suite.

00:36:18.867 --> 00:36:21.208
I, I, I read rooms pretty okay.

00:36:21.268 --> 00:36:22.309
Not great, but pretty okay.

00:36:22.449 --> 00:36:23.429
I'm not Dr. O's.

00:36:24.170 --> 00:36:25.429
who is insane, by the way,

00:36:25.550 --> 00:36:26.490
who's disturbing.

00:36:26.650 --> 00:36:27.851
If you've seen The Mentalist,

00:36:27.871 --> 00:36:29.231
you can't not in this.

00:36:29.251 --> 00:36:29.911
He's disturbing.

00:36:29.931 --> 00:36:30.771
I don't know how he does it.

00:36:31.172 --> 00:36:32.253
He's dudes from the future.

00:36:34.373 --> 00:36:35.614
So I have a screenshot party.

00:36:36.173 --> 00:36:38.474
I go into a C-suite and the director

00:36:38.494 --> 00:36:39.815
level, so mid-level and upper,

00:36:40.074 --> 00:36:41.056
whoever I'm working with.

00:36:41.255 --> 00:36:41.695
And I go,

00:36:42.315 --> 00:36:43.697
I figure out who do I have to

00:36:43.737 --> 00:36:45.936
convince and who has already drank the

00:36:46.077 --> 00:36:46.498
Kool-Aid.

00:36:46.637 --> 00:36:47.398
Not my Kool-Aid.

00:36:49.148 --> 00:36:49.349
Just be.

00:36:49.369 --> 00:36:49.789
Be Kool-Aid.

00:36:49.849 --> 00:36:51.050
Like, who's like, got it.

00:36:51.210 --> 00:36:51.990
We have to, like,

00:36:52.411 --> 00:36:53.552
I am not the marketing guy.

00:36:53.771 --> 00:36:55.393
I am your attention guy.

00:36:55.474 --> 00:36:56.414
Andrea's a marketing person.

00:36:56.835 --> 00:36:58.356
She's who puts, she's the how.

00:36:58.775 --> 00:36:59.217
I'm the wow.

00:36:59.257 --> 00:37:00.056
Wow is attention.

00:37:00.277 --> 00:37:01.117
How is execution.

00:37:01.438 --> 00:37:02.478
Now we can cross over.

00:37:02.599 --> 00:37:03.260
She's got some how.

00:37:03.320 --> 00:37:03.780
I've got some what.

00:37:03.840 --> 00:37:04.400
But yeah, yeah, yeah.

00:37:04.521 --> 00:37:05.181
So there's the stage.

00:37:05.501 --> 00:37:06.481
I go into a room and I figure

00:37:06.501 --> 00:37:07.202
out who I got to win over.

00:37:08.476 --> 00:37:09.918
And then before I say anything,

00:37:10.739 --> 00:37:11.820
I ask a bunch of questions,

00:37:12.059 --> 00:37:13.302
which is like, what's our goal?

00:37:13.501 --> 00:37:14.463
You know, who are we talking to?

00:37:14.603 --> 00:37:16.324
All those formal traditional marketing

00:37:16.364 --> 00:37:16.746
questions.

00:37:17.507 --> 00:37:18.007
And then I go,

00:37:18.327 --> 00:37:19.869
and then I usually like body language

00:37:19.889 --> 00:37:21.251
wise, I'll get like real sloppy.

00:37:21.291 --> 00:37:22.452
Like I'll slouch and I'll be like,

00:37:22.632 --> 00:37:23.474
Hey man, what are you into?

00:37:23.574 --> 00:37:24.335
Like super,

00:37:24.375 --> 00:37:26.416
like I'll wait for a lull in the

00:37:26.456 --> 00:37:26.657
room.

00:37:27.559 --> 00:37:28.320
Hey man, what are you into?

00:37:28.480 --> 00:37:29.179
Like you got kids?

00:37:29.199 --> 00:37:29.860
What do you like?

00:37:30.141 --> 00:37:30.601
Baseball?

00:37:31.360 --> 00:37:32.501
And they're like taken aback because like

00:37:32.521 --> 00:37:33.420
this is a formal meeting.

00:37:33.541 --> 00:37:35.041
This is like when everybody's like taking

00:37:35.061 --> 00:37:35.541
a break though.

00:37:36.121 --> 00:37:37.402
And I get them to break down the

00:37:37.422 --> 00:37:37.802
defense.

00:37:37.922 --> 00:37:38.762
And they're like, oh, I'm into,

00:37:38.802 --> 00:37:39.782
my kids are into this.

00:37:39.802 --> 00:37:40.742
So of course I watch this.

00:37:40.782 --> 00:37:41.023
And I'm like,

00:37:41.242 --> 00:37:42.583
what's on your For You page?

00:37:43.523 --> 00:37:44.043
And some of them are like,

00:37:44.063 --> 00:37:44.983
I don't know what a For You page

00:37:45.003 --> 00:37:45.063
is.

00:37:45.083 --> 00:37:45.945
I'm like, oh my man,

00:37:46.184 --> 00:37:48.045
that's your DNA in Instagram.

00:37:48.085 --> 00:37:48.925
Let me show you.

00:37:49.485 --> 00:37:49.865
And then I'm like,

00:37:50.025 --> 00:37:51.085
you might want to look at this first

00:37:51.126 --> 00:37:51.925
before you show me though,

00:37:51.945 --> 00:37:52.726
because I don't know what kind of stuff

00:37:52.746 --> 00:37:53.206
you're looking at.

00:37:53.525 --> 00:37:54.067
Just so you know,

00:37:54.106 --> 00:37:55.126
everything you're looking at is being

00:37:55.186 --> 00:37:55.686
tracked.

00:37:56.842 --> 00:37:58.923
And those things are being re-shown to you

00:37:59.003 --> 00:38:01.286
because the app company understands how

00:38:01.346 --> 00:38:02.025
brains work.

00:38:02.047 --> 00:38:02.847
Exactly.

00:38:02.867 --> 00:38:03.827
They understand you.

00:38:04.467 --> 00:38:06.389
And then I start to say like, that's,

00:38:06.550 --> 00:38:07.969
and I explain the algorithm or the

00:38:07.989 --> 00:38:08.811
person's like, I get it.

00:38:08.831 --> 00:38:09.871
And then I'm like, hey,

00:38:09.911 --> 00:38:11.512
here's a crazy exercise I just thought of.

00:38:11.632 --> 00:38:12.353
I didn't just think of it.

00:38:12.512 --> 00:38:13.193
It's totally planned.

00:38:14.054 --> 00:38:15.155
In the next seven days,

00:38:15.275 --> 00:38:16.456
I don't want anybody to write me a

00:38:16.516 --> 00:38:18.317
report or put together a spreadsheet

00:38:18.336 --> 00:38:19.338
because none of you are going to do

00:38:19.398 --> 00:38:19.478
it.

00:38:19.538 --> 00:38:20.358
It's going to be shitty and you're going

00:38:20.378 --> 00:38:21.139
to do it in an hour before the

00:38:21.159 --> 00:38:21.880
things do anyway.

00:38:22.500 --> 00:38:24.420
Every time you watch something for more

00:38:24.440 --> 00:38:25.981
than seven seconds,

00:38:26.902 --> 00:38:29.045
Take a screenshot of it in your phone.

00:38:29.085 --> 00:38:29.644
Don't organize it.

00:38:29.684 --> 00:38:30.204
Don't put it in file.

00:38:30.505 --> 00:38:31.306
Screenshot it.

00:38:31.385 --> 00:38:32.047
Just screenshot it.

00:38:34.088 --> 00:38:35.768
And then an hour before our next meeting,

00:38:35.949 --> 00:38:37.610
send me all the screenshots of everybody.

00:38:37.751 --> 00:38:38.652
And you don't even have to say who

00:38:38.672 --> 00:38:39.532
it was or why.

00:38:39.831 --> 00:38:40.492
No thinking.

00:38:40.652 --> 00:38:42.775
Just my big, dumb lizard brain,

00:38:42.835 --> 00:38:43.715
as Seth Godin would say.

00:38:43.775 --> 00:38:44.876
Lizard brains say good.

00:38:45.056 --> 00:38:45.396
Click.

00:38:45.737 --> 00:38:46.836
Lizard brains say good.

00:38:46.896 --> 00:38:47.177
Click.

00:38:47.557 --> 00:38:48.338
Don't explain why.

00:38:49.039 --> 00:38:49.798
Don't even think about it.

00:38:50.079 --> 00:38:52.161
Then just select all and send them to

00:38:52.201 --> 00:38:52.440
me.

00:38:52.721 --> 00:38:54.681
And then I sit with everybody or anybody

00:38:54.822 --> 00:38:55.943
who wants to be in that meeting.

00:38:56.242 --> 00:38:57.143
And I put them on a big screen

00:38:57.182 --> 00:38:58.503
TV and I go, huh, this is weird.

00:38:58.744 --> 00:38:59.123
What's this?

00:38:59.403 --> 00:39:00.005
Whose is this?

00:39:00.465 --> 00:39:01.164
And a lot of times people are like,

00:39:01.264 --> 00:39:02.726
I don't, oh shoot, I think that's me.

00:39:02.965 --> 00:39:03.626
You don't remember.

00:39:03.806 --> 00:39:05.146
You don't even remember.

00:39:07.027 --> 00:39:09.228
And we get more insight out of a

00:39:09.268 --> 00:39:09.690
snapshot,

00:39:09.750 --> 00:39:13.130
a screenshot party than some deep dives.

00:39:13.512 --> 00:39:15.231
Because I'm like, here's the best part.

00:39:15.572 --> 00:39:16.612
I do not need it to be all

00:39:16.652 --> 00:39:16.913
health.

00:39:16.932 --> 00:39:17.853
I don't want it to be healthcare.

00:39:18.978 --> 00:39:21.119
I want to steal the elements of attention

00:39:21.539 --> 00:39:22.440
of what you think.

00:39:22.780 --> 00:39:23.699
And then what I want to do is

00:39:23.739 --> 00:39:26.420
show you how broad that attention is.

00:39:26.740 --> 00:39:27.942
Oh, we're all in the same C-suite.

00:39:27.961 --> 00:39:29.961
We're all of similar age and similar

00:39:30.342 --> 00:39:31.943
geography in the similar industry.

00:39:32.302 --> 00:39:36.143
And look at how batshit crazy our spread

00:39:36.264 --> 00:39:37.423
of weird is.

00:39:37.623 --> 00:39:38.684
And it's all your weird.

00:39:39.724 --> 00:39:40.425
And then I say,

00:39:41.025 --> 00:39:43.425
bring up this company's Instagram page.

00:39:44.864 --> 00:39:45.864
And what's that look like?

00:39:47.244 --> 00:39:48.085
And then I like to point out,

00:39:48.284 --> 00:39:49.625
none of you pointed out your own stuff.

00:39:50.206 --> 00:39:51.706
Are you either not watching it or did

00:39:51.746 --> 00:39:52.846
it not earn your attention?

00:39:53.666 --> 00:39:55.867
I just ask questions, you give answers.

00:39:55.887 --> 00:39:57.387
Because it's like a photo of them at

00:39:57.407 --> 00:39:59.889
their booth at a trade show.

00:39:59.909 --> 00:40:00.128
Right.

00:40:00.528 --> 00:40:02.108
Someone had this really great explanation

00:40:02.148 --> 00:40:02.748
and I'll steal it,

00:40:02.789 --> 00:40:04.150
which is there's a difference between

00:40:04.409 --> 00:40:06.010
storytelling and telling stories.

00:40:07.391 --> 00:40:08.670
How many people on LinkedIn now have

00:40:08.831 --> 00:40:10.771
storyteller in their bio?

00:40:11.896 --> 00:40:13.157
everybody's a storyteller.

00:40:13.197 --> 00:40:14.998
And I go, I, and I say,

00:40:15.478 --> 00:40:18.561
show me the last story you told.

00:40:19.501 --> 00:40:20.262
And they're like, there's,

00:40:20.483 --> 00:40:23.043
there's four pictures from our booth at

00:40:23.063 --> 00:40:23.704
that conference.

00:40:23.744 --> 00:40:25.126
And I go, that's telling me a story.

00:40:25.465 --> 00:40:26.626
I want you to storytell.

00:40:27.367 --> 00:40:28.108
And they're like,

00:40:28.148 --> 00:40:28.907
I don't know what that means.

00:40:28.927 --> 00:40:29.268
And I go,

00:40:29.288 --> 00:40:30.268
then I need you to delete that from

00:40:30.289 --> 00:40:30.688
your bio.

00:40:32.150 --> 00:40:33.570
Cause you're not,

00:40:33.590 --> 00:40:35.112
cause you're not anybody.

00:40:36.552 --> 00:40:38.273
This is the year you have to be

00:40:38.293 --> 00:40:39.494
a storyteller.

00:40:39.775 --> 00:40:40.695
And tell me a story.

00:40:42.539 --> 00:40:43.260
And then I go, all right,

00:40:43.320 --> 00:40:44.300
if you're not the storyteller,

00:40:44.320 --> 00:40:44.980
you're the conductor.

00:40:45.320 --> 00:40:47.380
Show me, show me, don't tell me,

00:40:47.661 --> 00:40:51.081
show me the story this organization told

00:40:51.902 --> 00:40:52.382
yesterday.

00:40:53.041 --> 00:40:54.061
And when you can't, I go,

00:40:54.382 --> 00:40:57.202
then you were silent for twenty four hours

00:40:57.802 --> 00:41:00.143
and that don't play.

00:41:00.282 --> 00:41:00.882
I was live.

00:41:01.083 --> 00:41:02.382
My radio station was live twenty four

00:41:02.422 --> 00:41:03.563
hours a day, seven days a week.

00:41:03.664 --> 00:41:05.483
That's one hundred and sixty eight hours a

00:41:05.523 --> 00:41:05.724
week.

00:41:05.864 --> 00:41:06.043
Andrew,

00:41:06.063 --> 00:41:09.025
in case you're mapping that one extra hour

00:41:09.085 --> 00:41:10.364
on when the clocks change.

00:41:13.226 --> 00:41:16.909
And that's why we'll now radio segue to

00:41:16.929 --> 00:41:18.670
the article that just came out that I

00:41:18.690 --> 00:41:20.371
helped co-write and by co-write.

00:41:20.711 --> 00:41:22.873
So Larry Benz, I mean,

00:41:22.914 --> 00:41:23.594
he's a big deal.

00:41:24.541 --> 00:41:26.322
A lot of people in PT know him,

00:41:26.461 --> 00:41:28.563
like him, respect him, trust him,

00:41:29.182 --> 00:41:32.704
but don't like him because he says stuff

00:41:33.083 --> 00:41:35.963
that pisses the norm and the status quo

00:41:36.224 --> 00:41:36.503
off.

00:41:36.963 --> 00:41:39.005
And I don't like that.

00:41:39.125 --> 00:41:41.804
I love that because that tells me he's

00:41:41.905 --> 00:41:42.485
on to something.

00:41:42.565 --> 00:41:43.425
It might not be right.

00:41:43.646 --> 00:41:45.746
Like everything he's saying might not be

00:41:45.885 --> 00:41:46.885
exactly on the money,

00:41:47.666 --> 00:41:49.586
but he's pressing on the right thing.

00:41:50.460 --> 00:41:52.422
problems or he's hot here's what we're

00:41:52.461 --> 00:41:53.742
doing in the article that came out today

00:41:53.822 --> 00:41:55.222
and he's been big and now he's like

00:41:55.262 --> 00:41:56.603
one of those guys who like well because

00:41:56.623 --> 00:41:58.043
everybody got a sub stack as soon as

00:41:58.083 --> 00:42:00.463
sub stack became a thing yep he actually

00:42:00.503 --> 00:42:02.804
puts good he's not he doesn't care dude

00:42:02.943 --> 00:42:04.405
i mean i'll say dude doesn't need money

00:42:04.485 --> 00:42:06.585
i'm gonna guess i'm gonna guess he founded

00:42:06.644 --> 00:42:08.405
confluent health he's done a gajillion

00:42:08.425 --> 00:42:10.927
things he doesn't need to do this my

00:42:11.007 --> 00:42:11.806
vibe on larry

00:42:12.969 --> 00:42:14.190
He doesn't want the profession that he

00:42:14.210 --> 00:42:16.391
helped build to sink as soon as he

00:42:16.452 --> 00:42:16.693
leaves.

00:42:16.733 --> 00:42:18.393
And he's like he's trying to like be

00:42:18.434 --> 00:42:20.755
on the deck of the Titanic with flares

00:42:20.795 --> 00:42:22.536
being like there is an iceberg or we

00:42:22.576 --> 00:42:23.237
already hit it.

00:42:23.976 --> 00:42:25.958
Purge the bilge tanks or whatever someone

00:42:25.978 --> 00:42:26.858
who owns a boat would say.

00:42:26.918 --> 00:42:27.599
I don't understand.

00:42:28.199 --> 00:42:28.320
Yeah.

00:42:28.519 --> 00:42:29.501
And I've read some of his stuff.

00:42:30.181 --> 00:42:32.322
And that's exactly the sentiment.

00:42:32.362 --> 00:42:34.003
So he put out this article that

00:42:34.043 --> 00:42:35.545
essentially says the hundred thousand

00:42:35.585 --> 00:42:37.226
dollar booth that won't hire a single

00:42:37.266 --> 00:42:38.126
physical therapist.

00:42:39.860 --> 00:42:40.943
at CSM,

00:42:40.963 --> 00:42:43.106
the insanity of CSM quote talent

00:42:43.146 --> 00:42:43.648
acquisition.

00:42:44.228 --> 00:42:47.916
And Larry to his credit was like, hey,

00:42:47.996 --> 00:42:49.038
I feel like you'd have a good take

00:42:49.077 --> 00:42:49.338
on this.

00:42:49.398 --> 00:42:50.981
He's never asked me to co-write an article

00:42:51.001 --> 00:42:51.523
with him before.

00:42:52.389 --> 00:42:52.889
So I was like,

00:42:53.170 --> 00:42:54.490
Larry Benz is asking me to co-write an

00:42:54.530 --> 00:42:54.871
article?

00:42:54.931 --> 00:42:56.532
Like, holy, like, yes.

00:42:56.891 --> 00:42:57.231
And he's like,

00:42:57.572 --> 00:43:00.974
but you have sponsors who do this.

00:43:01.094 --> 00:43:02.016
And I go, yes.

00:43:02.255 --> 00:43:03.976
I also think the sponsors know that this

00:43:04.016 --> 00:43:05.018
is an insane math thing.

00:43:05.038 --> 00:43:05.637
They know it.

00:43:06.659 --> 00:43:07.679
I don't want, I'm not,

00:43:07.920 --> 00:43:09.260
Larry's not crapping on people.

00:43:09.521 --> 00:43:11.021
Larry does not call out one company.

00:43:11.282 --> 00:43:11.943
Neither am I.

00:43:13.304 --> 00:43:15.465
We're trying to point out that we are

00:43:15.485 --> 00:43:16.626
not the canaries in the coal mine,

00:43:16.786 --> 00:43:18.608
but there are canaries in this coal mine,

00:43:18.788 --> 00:43:20.289
and those canaries are dead.

00:43:20.329 --> 00:43:20.429
Yep.

00:43:21.324 --> 00:43:23.527
So he does not speak on fields.

00:43:23.606 --> 00:43:24.306
He brings math.

00:43:24.547 --> 00:43:26.728
What were your takes on this?

00:43:26.748 --> 00:43:28.831
So one thing stood out, you know,

00:43:28.971 --> 00:43:30.311
I looked at it this morning and I

00:43:30.371 --> 00:43:31.152
think it's, you know,

00:43:31.193 --> 00:43:33.393
around this episodic visibility rather

00:43:33.434 --> 00:43:34.514
than sustained presence.

00:43:35.936 --> 00:43:36.036
I,

00:43:36.197 --> 00:43:37.757
having gone back and been in health care

00:43:37.818 --> 00:43:39.518
for many health care marketing for many

00:43:39.559 --> 00:43:39.840
years,

00:43:39.860 --> 00:43:41.740
have a lot of feelings about conferences

00:43:41.760 --> 00:43:42.260
in general.

00:43:42.402 --> 00:43:44.123
And I think everyone has sort of the

00:43:44.143 --> 00:43:45.364
same sentiment that's like, well,

00:43:45.384 --> 00:43:46.465
we have to be there.

00:43:46.704 --> 00:43:47.425
Yeah, cool.

00:43:48.266 --> 00:43:48.606
fine,

00:43:48.887 --> 00:43:51.088
have a presence or don't because people

00:43:51.148 --> 00:43:52.228
might not even know you're not there

00:43:52.268 --> 00:43:53.590
anyway if it's a big enough conference,

00:43:53.630 --> 00:43:53.789
right?

00:43:55.231 --> 00:43:56.092
I think, you know,

00:43:56.251 --> 00:43:57.773
I thought this was really smart when I

00:43:57.932 --> 00:44:00.454
saw this this morning because PT

00:44:00.675 --> 00:44:01.215
especially,

00:44:01.275 --> 00:44:02.896
and I know every like sub-industry of

00:44:02.936 --> 00:44:04.137
healthcare has their own thing,

00:44:04.838 --> 00:44:07.139
but I think the point of PTs are

00:44:07.159 --> 00:44:08.661
coming in with significant debt.

00:44:09.302 --> 00:44:13.264
PTs for a doctorate level profession are

00:44:13.764 --> 00:44:16.447
entering, like their wages are just...

00:44:17.367 --> 00:44:18.869
not where they should be for a number

00:44:18.889 --> 00:44:19.349
of reasons.

00:44:20.469 --> 00:44:22.451
And so the thought of a company spending

00:44:22.471 --> 00:44:24.672
one hundred thousand dollars to go like,

00:44:24.711 --> 00:44:26.213
hey, pay attention, like whatever,

00:44:26.733 --> 00:44:28.994
it's not going to get them what they

00:44:29.014 --> 00:44:30.195
think it's going to get them.

00:44:30.355 --> 00:44:31.896
And I think that's like that's why the

00:44:31.936 --> 00:44:33.697
piece around this sustained presence and

00:44:33.717 --> 00:44:35.518
we've talked about it in other contexts

00:44:36.117 --> 00:44:38.219
And it's so important, right?

00:44:38.278 --> 00:44:40.159
Like it's not just like be flashy,

00:44:40.239 --> 00:44:42.202
get in their face one time and then

00:44:42.242 --> 00:44:44.963
like never hear from them again or never

00:44:45.023 --> 00:44:45.784
talk to them again.

00:44:45.903 --> 00:44:47.864
I think it's about it's it's showing up

00:44:47.945 --> 00:44:50.045
authentically and it's being it's being

00:44:50.266 --> 00:44:52.007
present three hundred and sixty five days

00:44:52.047 --> 00:44:53.969
a year and giving people a real reason

00:44:54.108 --> 00:44:55.269
to want to work with you.

00:44:56.409 --> 00:44:57.972
And I think a lot of PT and

00:44:58.072 --> 00:45:00.134
other healthcare organizations don't do a

00:45:00.193 --> 00:45:02.396
good job at all of giving people a

00:45:02.436 --> 00:45:04.597
good reason to work with them.

00:45:04.617 --> 00:45:06.860
And my initial reaction when I looked

00:45:06.880 --> 00:45:07.661
through this was like,

00:45:08.925 --> 00:45:10.224
you know, turn this into a campaign,

00:45:10.284 --> 00:45:13.166
spend a hundred K on a campaign that

00:45:13.186 --> 00:45:14.586
goes like, Hey, yeah,

00:45:14.626 --> 00:45:18.467
we're not going to show up with this

00:45:18.487 --> 00:45:19.268
big flashy booth.

00:45:19.288 --> 00:45:21.168
Like we actually want to give you

00:45:21.949 --> 00:45:23.989
financial incentive to come work with us.

00:45:24.050 --> 00:45:25.369
Here's how we're investing.

00:45:25.590 --> 00:45:25.809
You know,

00:45:25.829 --> 00:45:27.351
maybe we're not giving you an extra X

00:45:27.371 --> 00:45:28.710
amount of dollars, or maybe we are,

00:45:28.751 --> 00:45:30.092
but like, here's how we're investing.

00:45:30.692 --> 00:45:34.074
in culture in real training in like your

00:45:34.253 --> 00:45:35.735
you know you as an employee so that

00:45:35.775 --> 00:45:38.436
was my take um i really i really

00:45:38.456 --> 00:45:40.418
appreciated the article yeah i'll just

00:45:40.577 --> 00:45:42.380
i'll i'll throw some quotes my my goal

00:45:42.400 --> 00:45:43.699
is not to give away i'm sure i'll

00:45:43.739 --> 00:45:46.101
do a live stream with larry uh some

00:45:46.382 --> 00:45:48.563
mic drop quotes from this piece from larry

00:45:48.603 --> 00:45:50.545
ben's recruiting isn't an event it's the

00:45:50.565 --> 00:45:53.487
downstream effect of trust you

00:45:54.369 --> 00:45:54.989
Think about that.

00:45:55.150 --> 00:45:55.871
Hey, do you want to work for me?

00:45:56.030 --> 00:45:56.833
Who are you?

00:45:57.653 --> 00:45:57.914
Right.

00:45:58.594 --> 00:46:00.077
I hear from recruiters on LinkedIn.

00:46:00.418 --> 00:46:04.923
They showed up to the interview and they

00:46:04.943 --> 00:46:06.365
didn't know a lot about the company.

00:46:06.545 --> 00:46:06.887
And I go...

00:46:08.094 --> 00:46:09.414
Show me your company's website.

00:46:09.534 --> 00:46:10.976
And like, here's what I want to do.

00:46:10.996 --> 00:46:11.896
It's like some recruiters.

00:46:11.936 --> 00:46:13.115
There are some great recruiters out there

00:46:13.155 --> 00:46:13.577
who get it.

00:46:14.077 --> 00:46:15.416
And there are some assholes out there too.

00:46:15.817 --> 00:46:17.097
They didn't know the company's mission

00:46:17.137 --> 00:46:17.478
statement.

00:46:18.117 --> 00:46:21.298
Hey, Steve, put your hands up right now.

00:46:21.418 --> 00:46:22.219
Put your hands up right now.

00:46:22.259 --> 00:46:23.358
No keyboard, Steve.

00:46:23.759 --> 00:46:25.139
Tell me your company's mission statement

00:46:25.179 --> 00:46:26.780
verbatim because you get paid by them.

00:46:27.099 --> 00:46:28.800
And if you mess up ten percent of

00:46:28.820 --> 00:46:29.081
the work,

00:46:29.320 --> 00:46:31.181
they can't give you the first five words.

00:46:31.601 --> 00:46:32.081
Right.

00:46:32.121 --> 00:46:33.382
But that's our litmus test.

00:46:34.081 --> 00:46:35.983
of who's who's who's going to be a

00:46:36.023 --> 00:46:38.423
good employee uh you can't buy familiar in

00:46:38.443 --> 00:46:41.365
a convention center you how many cities

00:46:41.425 --> 00:46:42.726
i've this is my tenth this is my

00:46:42.865 --> 00:46:46.847
ninth csm ninth ninth or tenth um i've

00:46:46.867 --> 00:46:48.389
been to san antonio i've been to san

00:46:48.429 --> 00:46:51.331
diego i've been to i've never been to

00:46:51.371 --> 00:46:52.690
those cities all i've been into is a

00:46:52.731 --> 00:46:55.313
ramada a hilton and a convention center

00:46:55.992 --> 00:46:58.213
It all, I'm just breathing sterile air.

00:46:58.474 --> 00:46:59.954
So that's why the quote hit me real

00:46:59.994 --> 00:47:01.255
hard when it says,

00:47:01.534 --> 00:47:03.675
you can't buy familiar in an attention.

00:47:03.695 --> 00:47:04.835
You can't buy familiar.

00:47:05.577 --> 00:47:06.436
Oh, but Jimmy, a minute ago,

00:47:06.456 --> 00:47:07.376
you said Dunkin' Donuts.

00:47:07.436 --> 00:47:07.876
I said, no,

00:47:08.338 --> 00:47:10.077
Dunkin' Donuts brought back up the thing

00:47:10.097 --> 00:47:12.278
they've been paying for for decades.

00:47:13.179 --> 00:47:16.661
They showed me that they are familiar.

00:47:16.860 --> 00:47:19.362
They showed me that they know me, right?

00:47:19.382 --> 00:47:20.641
They didn't show me their coffee.

00:47:21.021 --> 00:47:22.862
Do you know the singer Ben Rector?

00:47:25.467 --> 00:47:26.911
He's like a Ben Folds, Dave Madden.

00:47:26.931 --> 00:47:27.112
Anyway,

00:47:28.153 --> 00:47:29.155
he's got a line in the song that

00:47:29.175 --> 00:47:29.396
says,

00:47:29.737 --> 00:47:32.242
here's one thing you can't make is old

00:47:32.282 --> 00:47:32.682
friends.

00:47:34.217 --> 00:47:36.599
I can't make oh, I'm forty six.

00:47:36.920 --> 00:47:38.460
I've got my friends from high school.

00:47:39.021 --> 00:47:41.101
I can't have new old friends.

00:47:41.521 --> 00:47:41.681
Right.

00:47:41.782 --> 00:47:42.503
You can have new friends.

00:47:42.902 --> 00:47:43.764
I can make new friends.

00:47:43.784 --> 00:47:45.184
And then thirty years from now,

00:47:45.224 --> 00:47:46.085
but you can't man,

00:47:46.224 --> 00:47:49.766
you cannot buy nostalgia.

00:47:49.786 --> 00:47:49.907
Right.

00:47:51.168 --> 00:47:52.088
Oh, that one landed.

00:47:52.148 --> 00:47:53.829
Ben Rector songs called Old Friend,

00:47:54.449 --> 00:47:54.769
Old Friends.

00:47:54.809 --> 00:47:55.030
Good one.

00:47:55.610 --> 00:47:56.170
Here's another quote.

00:47:56.431 --> 00:47:57.612
Attention is a three hundred and sixty

00:47:57.652 --> 00:47:58.452
five day game.

00:47:59.632 --> 00:48:00.994
CSM is a three day event.

00:48:01.824 --> 00:48:03.045
I liked that as well.

00:48:03.804 --> 00:48:04.826
Which would you rather?

00:48:05.365 --> 00:48:06.085
So true.

00:48:06.485 --> 00:48:06.967
Andrea,

00:48:07.007 --> 00:48:08.487
do you have a puppy or a cat?

00:48:09.108 --> 00:48:10.168
You're an animal person.

00:48:10.487 --> 00:48:11.548
We have a dog.

00:48:11.829 --> 00:48:12.088
Great.

00:48:12.228 --> 00:48:12.949
What's the dog's name?

00:48:13.570 --> 00:48:14.550
Penny.

00:48:14.570 --> 00:48:14.851
Great.

00:48:15.271 --> 00:48:16.650
I just came into your house last night

00:48:16.670 --> 00:48:19.733
and stole Penny.

00:48:19.813 --> 00:48:21.634
My children would be very upset, Jimmy.

00:48:21.893 --> 00:48:22.153
Great.

00:48:22.474 --> 00:48:24.494
Now I have your attention.

00:48:25.016 --> 00:48:27.456
Penny is in a cage in an undisclosed

00:48:27.496 --> 00:48:28.016
location.

00:48:28.036 --> 00:48:29.117
Oh my gosh.

00:48:29.137 --> 00:48:29.757
Penny is...

00:48:31.222 --> 00:48:34.465
Penny will be killed in three hundred and

00:48:34.505 --> 00:48:35.425
sixty five days.

00:48:36.967 --> 00:48:37.206
Right.

00:48:38.407 --> 00:48:39.849
You have one hundred thousand dollars to

00:48:39.889 --> 00:48:40.489
save penny.

00:48:40.610 --> 00:48:41.570
All you need to do is get ten

00:48:41.610 --> 00:48:41.931
hires.

00:48:42.818 --> 00:48:44.860
Are you spending the hundred K at a

00:48:44.900 --> 00:48:46.460
conference to save Penny?

00:48:46.481 --> 00:48:48.001
I'm not.

00:48:48.061 --> 00:48:49.342
I mean, Penny would eat.

00:48:49.362 --> 00:48:50.282
She would eat through the cage.

00:48:51.322 --> 00:48:52.143
But you get it, right?

00:48:52.184 --> 00:48:53.603
Like you get it, right?

00:48:54.844 --> 00:48:55.844
Exactly.

00:48:56.186 --> 00:48:56.925
Why do we do it?

00:48:57.266 --> 00:48:58.507
And one of the quotes that I actually

00:48:58.527 --> 00:49:00.407
brought is a cliche from the eighties.

00:49:00.427 --> 00:49:01.907
You really got to know like business from

00:49:01.927 --> 00:49:02.409
the eighties.

00:49:03.349 --> 00:49:05.110
Nobody gets fired from picking IBM.

00:49:05.922 --> 00:49:06.222
Yes.

00:49:06.302 --> 00:49:07.023
I saw that line.

00:49:07.282 --> 00:49:08.344
That's yes.

00:49:08.724 --> 00:49:10.184
So I'll explain why and what it means

00:49:10.224 --> 00:49:11.146
and why I included it.

00:49:11.626 --> 00:49:14.126
If you're in the decision making seat,

00:49:14.728 --> 00:49:15.307
listen, man,

00:49:15.447 --> 00:49:17.389
your job is to keep your job first

00:49:17.409 --> 00:49:17.929
and foremost.

00:49:18.230 --> 00:49:18.951
I get it.

00:49:19.030 --> 00:49:19.251
Right.

00:49:20.440 --> 00:49:22.621
but your job should be to like do

00:49:22.641 --> 00:49:23.963
the job better, make the company win.

00:49:24.563 --> 00:49:25.742
So if you're in the eighties,

00:49:25.824 --> 00:49:27.463
it was like IBM was a computer company

00:49:27.503 --> 00:49:29.445
and there were others, but IBM was it,

00:49:29.485 --> 00:49:29.724
man.

00:49:29.945 --> 00:49:31.326
IBM was Hellman's mayonnaise.

00:49:32.126 --> 00:49:33.527
So imagine you're sitting there and it's

00:49:33.547 --> 00:49:35.648
your job to pick what computer thing to

00:49:35.688 --> 00:49:37.289
roll out to make sure this next big

00:49:37.329 --> 00:49:38.909
thing that has to hit to keep the

00:49:38.929 --> 00:49:39.610
company relevant.

00:49:40.230 --> 00:49:41.690
And you're like IBM or something else.

00:49:42.050 --> 00:49:42.731
You pick IBM.

00:49:43.110 --> 00:49:43.351
Why?

00:49:43.711 --> 00:49:45.331
Because if you go with the variable and

00:49:45.371 --> 00:49:47.092
it tanks, you're on the hook.

00:49:47.313 --> 00:49:48.873
If you go with IBM and it tanks,

00:49:48.913 --> 00:49:49.413
it was like, well,

00:49:49.432 --> 00:49:50.594
we did make the IBM.

00:49:51.434 --> 00:49:55.255
So do we have to exhibit at CSM?

00:49:55.295 --> 00:49:56.396
It's IBM.

00:49:56.976 --> 00:49:58.735
Not being there and it not working,

00:49:59.197 --> 00:50:00.036
everybody can blame you.

00:50:00.237 --> 00:50:01.936
And that is an emotion that I need

00:50:01.976 --> 00:50:04.038
you to objectively prove to me why we

00:50:04.057 --> 00:50:07.079
need to be there.

00:50:07.119 --> 00:50:08.239
I'll throw a few more quotes.

00:50:08.259 --> 00:50:09.679
People don't work for companies they saw.

00:50:10.913 --> 00:50:15.021
They work for companies they trust.

00:50:15.322 --> 00:50:16.264
Think about this,

00:50:16.746 --> 00:50:18.248
the exhibit hall at a conference

00:50:19.628 --> 00:50:24.489
is a human zoo where every exhibit is

00:50:24.510 --> 00:50:26.909
a little cage with people with polo shirts

00:50:27.030 --> 00:50:27.130
on.

00:50:27.469 --> 00:50:28.811
And they're just all trying, hey,

00:50:29.150 --> 00:50:29.971
feed me kibble,

00:50:30.170 --> 00:50:31.751
put the quarter and throw me some

00:50:31.771 --> 00:50:32.331
attention.

00:50:32.672 --> 00:50:34.373
Can I give you like a stress ball

00:50:34.413 --> 00:50:34.853
or something?

00:50:34.873 --> 00:50:37.853
The funny part is the people paying the

00:50:37.914 --> 00:50:40.193
hundred K to be there are the ones

00:50:40.675 --> 00:50:42.954
still begging for attention as the

00:50:43.014 --> 00:50:45.195
important people walk by.

00:50:45.335 --> 00:50:46.335
Yep.

00:50:46.356 --> 00:50:47.757
They're just paying more to beg for

00:50:47.797 --> 00:50:48.137
attention.

00:50:49.577 --> 00:50:52.443
and getting less, getting less.

00:50:53.447 --> 00:50:54.909
And then you go to these companies,

00:50:55.572 --> 00:50:57.657
Instagram accounts, which by the way,

00:50:58.985 --> 00:51:02.646
Like it or not is where attention is

00:51:02.786 --> 00:51:06.347
earned or ignored and where familiarity is

00:51:06.407 --> 00:51:10.447
grown or not, and you are not there.

00:51:11.708 --> 00:51:13.047
I'll say one thing.

00:51:13.547 --> 00:51:14.608
I'm seeing more of this,

00:51:14.628 --> 00:51:15.349
and I don't know if it's because I'm

00:51:15.389 --> 00:51:16.128
clicking on more of it,

00:51:16.409 --> 00:51:17.909
but I'm seeing more big, medium,

00:51:17.929 --> 00:51:20.150
and small-sized clinics showing up.

00:51:22.449 --> 00:51:24.331
What they're doing is recycled garbage

00:51:24.391 --> 00:51:25.371
though, most of the time.

00:51:25.411 --> 00:51:26.112
And I know I'm being harsh.

00:51:26.393 --> 00:51:28.494
They're doing the latest like craze, like,

00:51:28.735 --> 00:51:28.856
oh,

00:51:28.936 --> 00:51:31.458
here's a trend we can easily replicate.

00:51:31.498 --> 00:51:32.418
Let's replicate it.

00:51:32.760 --> 00:51:34.061
And I'm going, it's too late.

00:51:34.541 --> 00:51:35.041
It's too late.

00:51:35.061 --> 00:51:36.023
It's too late.

00:51:36.422 --> 00:51:38.405
And does your audience like care about

00:51:38.425 --> 00:51:39.326
that trend?

00:51:39.445 --> 00:51:39.505
Oh,

00:51:39.525 --> 00:51:41.108
there's one more person doing that thing

00:51:41.168 --> 00:51:42.849
that I'm already over.

00:51:43.030 --> 00:51:44.251
I'm never going to double click.

00:51:45.204 --> 00:51:46.346
So I think you need to understand,

00:51:46.925 --> 00:51:48.907
what do you have problem-wise?

00:51:49.527 --> 00:51:50.827
It's not exercise videos.

00:51:52.208 --> 00:51:53.289
That's over, guys.

00:51:53.329 --> 00:51:54.670
That's a trend that's over.

00:51:55.751 --> 00:51:56.110
Sorry.

00:51:56.891 --> 00:51:58.211
Then you're going to be like, well, Jimmy,

00:51:58.251 --> 00:51:58.992
what should we be doing then?

00:51:59.864 --> 00:52:00.364
Your thing.

00:52:00.963 --> 00:52:02.824
Why are you different than in everything

00:52:02.885 --> 00:52:03.125
else?

00:52:03.485 --> 00:52:06.346
And if you're not, that's your problem.

00:52:06.365 --> 00:52:07.146
Further upstream,

00:52:07.186 --> 00:52:08.367
that's a strategy problem.

00:52:08.427 --> 00:52:10.228
What is your target audience consuming and

00:52:10.268 --> 00:52:10.927
want to consume?

00:52:10.947 --> 00:52:11.768
Like what will land with them?

00:52:11.788 --> 00:52:12.688
They have no idea because they never

00:52:12.728 --> 00:52:13.489
bothered to ask that.

00:52:13.608 --> 00:52:15.590
We tell them what to consume because we

00:52:15.630 --> 00:52:17.429
handed people phones and we said,

00:52:17.471 --> 00:52:18.871
now you run a TV station.

00:52:19.050 --> 00:52:20.251
Whatever you put on there is what people

00:52:20.291 --> 00:52:22.192
watch, except there's a billion,

00:52:22.552 --> 00:52:23.733
seventy billion phones.

00:52:24.112 --> 00:52:26.313
So that math, attention is divided.

00:52:27.034 --> 00:52:29.494
then how are some people capturing so much

00:52:29.554 --> 00:52:30.574
of it?

00:52:30.614 --> 00:52:31.536
They're putting effort into it.

00:52:32.235 --> 00:52:33.496
Yep.

00:52:33.536 --> 00:52:34.496
Luck favors the bold.

00:52:34.777 --> 00:52:35.677
Luck favors the prepared.

00:52:35.817 --> 00:52:38.677
Luck favors the... I want pecs, Andrea,

00:52:38.898 --> 00:52:40.217
but I'm not doing any pushups and I'm

00:52:40.257 --> 00:52:41.958
confused why I have no pecs.

00:52:43.039 --> 00:52:43.880
I have no audience.

00:52:43.960 --> 00:52:44.579
What'd you do on it?

00:52:45.280 --> 00:52:46.561
We recycled what someone else did,

00:52:46.601 --> 00:52:47.740
what they had success with.

00:52:47.880 --> 00:52:48.541
How'd that work?

00:52:48.800 --> 00:52:49.201
It didn't.

00:52:49.581 --> 00:52:49.981
What'd you do?

00:52:50.101 --> 00:52:50.561
We did it again.

00:52:51.431 --> 00:52:52.552
What?

00:52:52.572 --> 00:52:52.831
What?

00:52:53.211 --> 00:52:53.472
What?

00:52:54.072 --> 00:52:54.152
What?

00:52:54.273 --> 00:52:55.393
Maybe if we just do it more.

00:52:55.793 --> 00:52:57.235
What if we did the crappy thing more?

00:52:58.556 --> 00:53:00.657
Listen, if you do an okay thing more,

00:53:00.838 --> 00:53:01.318
good idea.

00:53:01.398 --> 00:53:03.719
A crappy thing more, not a good idea.

00:53:04.701 --> 00:53:06.842
The word of my twenty twenty-six word of

00:53:06.862 --> 00:53:08.864
the year for Jimmy is frequency.

00:53:10.063 --> 00:53:10.903
So I've said this before,

00:53:11.304 --> 00:53:12.847
there's exercise principles, frequency,

00:53:12.887 --> 00:53:14.088
intensity, time, type, volume,

00:53:14.108 --> 00:53:14.489
progression.

00:53:15.009 --> 00:53:17.713
I looked at my analytics with AI and

00:53:17.773 --> 00:53:18.052
I was like,

00:53:18.112 --> 00:53:19.815
if I can pull one lever in twenty

00:53:19.835 --> 00:53:21.697
twenty six to improve my bottom line and

00:53:21.717 --> 00:53:23.820
my top line, my floor and my ceiling,

00:53:24.141 --> 00:53:24.561
what is it?

00:53:24.661 --> 00:53:26.664
And I said, frequency, you're good.

00:53:26.925 --> 00:53:27.425
Show up more.

00:53:27.545 --> 00:53:28.266
And I went, got it.

00:53:29.400 --> 00:53:32.603
And I didn't keep asking AI questions that

00:53:33.164 --> 00:53:34.364
made it want to give me the answer

00:53:34.403 --> 00:53:34.784
I wanted.

00:53:34.965 --> 00:53:36.065
I wanted it to give me the shitty

00:53:36.105 --> 00:53:36.364
answer.

00:53:36.826 --> 00:53:41.289
The results you're looking for are hiding

00:53:41.309 --> 00:53:42.429
in the work you're not doing.

00:53:43.349 --> 00:53:45.110
I have been flirting with going seven days

00:53:45.130 --> 00:53:47.512
a week for two years.

00:53:48.992 --> 00:53:49.514
How do you grow?

00:53:49.994 --> 00:53:51.034
Go live seven days a week.

00:53:51.255 --> 00:53:51.855
So I'm doing that.

00:53:52.034 --> 00:53:53.416
Three hundred sixty five episodes in three

00:53:53.436 --> 00:53:54.237
hundred sixty five days.

00:53:54.657 --> 00:53:55.978
Frequency.

00:53:56.018 --> 00:53:56.478
Frequency.

00:54:00.128 --> 00:54:00.351
frequency.

00:54:01.664 --> 00:54:03.284
What else should we talk about?

00:54:03.304 --> 00:54:05.244
We have seven minutes.

00:54:05.324 --> 00:54:05.525
No,

00:54:05.625 --> 00:54:06.806
one quick thing I was thinking of as

00:54:06.826 --> 00:54:09.367
you were talking about this hundred K

00:54:09.527 --> 00:54:13.929
presence, it's the same CEOs are going,

00:54:14.188 --> 00:54:15.829
what's the ROI, right?

00:54:15.849 --> 00:54:17.309
So they're going like this side of the

00:54:17.329 --> 00:54:18.610
mouth, like we have to be there.

00:54:18.889 --> 00:54:19.510
Everybody's there.

00:54:20.050 --> 00:54:21.471
And then the other side, they're going,

00:54:21.630 --> 00:54:24.612
what's the ROI on this?

00:54:25.713 --> 00:54:28.213
There isn't one in the ROI on having

00:54:28.233 --> 00:54:29.153
a hundred K booth,

00:54:29.393 --> 00:54:30.554
but not showing up

00:54:31.295 --> 00:54:34.958
ever outside of those three days?

00:54:35.699 --> 00:54:37.119
That's an impossible question.

00:54:37.760 --> 00:54:40.442
So let's think of batshit crazy things you

00:54:40.461 --> 00:54:44.204
would do that don't inquire a normal

00:54:44.244 --> 00:54:44.565
spend.

00:54:45.085 --> 00:54:45.306
One,

00:54:45.545 --> 00:54:47.106
I thought of an example when you were

00:54:47.126 --> 00:54:48.327
talking ten minutes ago.

00:54:48.969 --> 00:54:49.809
I would buy a booth

00:54:50.951 --> 00:54:54.273
I would put nothing in it, blank table,

00:54:54.793 --> 00:54:55.934
black backdrop,

00:54:55.954 --> 00:54:57.375
just a regular hanging drape.

00:54:57.894 --> 00:54:59.576
And I would put a box on it,

00:55:00.135 --> 00:55:00.715
like a money,

00:55:00.755 --> 00:55:02.637
like a Ronald McDonald house clear box.

00:55:03.077 --> 00:55:03.657
And I would say,

00:55:03.918 --> 00:55:05.559
we spent ten thousand dollars on this

00:55:05.719 --> 00:55:06.079
booth.

00:55:07.239 --> 00:55:08.581
If you put a dollar in this,

00:55:09.061 --> 00:55:11.041
we'll match it and give it as a

00:55:11.081 --> 00:55:12.123
PT school scholarship.

00:55:12.963 --> 00:55:13.342
By the way,

00:55:13.824 --> 00:55:15.704
we're we're we're we're this company.

00:55:16.621 --> 00:55:17.661
For every dollar you put in,

00:55:17.981 --> 00:55:19.222
we will put in a dollar as well.

00:55:19.463 --> 00:55:20.844
And it's going to go to five PTs.

00:55:20.963 --> 00:55:22.344
Whatever was done at the end of this

00:55:22.364 --> 00:55:24.306
conference, put a nickel in it.

00:55:24.867 --> 00:55:25.306
That's a dime.

00:55:25.768 --> 00:55:26.367
Put a dollar in it.

00:55:26.387 --> 00:55:26.867
That's two.

00:55:27.608 --> 00:55:27.869
Why?

00:55:28.168 --> 00:55:29.050
Because we're too big.

00:55:29.090 --> 00:55:30.590
And then a little thing, that's it.

00:55:30.650 --> 00:55:32.492
Or a QR code maybe to see because

00:55:32.512 --> 00:55:33.213
you want ROI.

00:55:34.293 --> 00:55:35.835
See what this is and why we're doing

00:55:35.875 --> 00:55:35.994
it.

00:55:37.456 --> 00:55:40.838
Because we're out being PTs and we're

00:55:40.858 --> 00:55:41.719
finding good PTs.

00:55:41.878 --> 00:55:42.699
And we know there are some here,

00:55:42.719 --> 00:55:43.641
but we're too busy doing it.

00:55:44.318 --> 00:55:44.777
And we're trying to,

00:55:44.838 --> 00:55:46.438
we understand your biggest problem as a

00:55:46.478 --> 00:55:47.298
new grad, money.

00:55:47.318 --> 00:55:48.278
So we're going to give away five

00:55:48.318 --> 00:55:48.818
scholarships.

00:55:49.079 --> 00:55:50.960
Put a dollar in, we'll match it.

00:55:52.679 --> 00:55:54.179
That's why you're the wow to the house.

00:55:54.199 --> 00:55:55.179
Do you think anybody would ever,

00:55:55.320 --> 00:55:58.101
do you think, honest answer, could I ever,

00:55:58.320 --> 00:56:00.362
I'm forty-six, before I die,

00:56:00.641 --> 00:56:03.262
could I ever convince a PT company to

00:56:03.282 --> 00:56:04.362
do something that absurd?

00:56:04.643 --> 00:56:05.802
Honest answer, I don't.

00:56:06.713 --> 00:56:09.677
I don't think you could because it feels

00:56:09.757 --> 00:56:12.440
so unsafe and it's, uh,

00:56:13.320 --> 00:56:15.202
but we have to like have our,

00:56:15.423 --> 00:56:18.807
like a one pager and we,

00:56:18.867 --> 00:56:20.289
we walk in boardroom guys.

00:56:20.349 --> 00:56:20.829
I've guys,

00:56:20.869 --> 00:56:22.192
guys talking to you in the audience.

00:56:22.311 --> 00:56:23.213
I've been in this meetings.

00:56:24.365 --> 00:56:26.668
People in big positions have a lot to

00:56:26.708 --> 00:56:27.047
lose.

00:56:27.327 --> 00:56:27.847
They do.

00:56:28.548 --> 00:56:29.148
That's their job.

00:56:29.168 --> 00:56:29.869
It's their livelihood.

00:56:29.909 --> 00:56:31.371
They screw one thing up and they don't

00:56:31.391 --> 00:56:31.851
have a job.

00:56:32.010 --> 00:56:33.972
It's hard to get jobs at that level

00:56:33.992 --> 00:56:35.273
again, right?

00:56:35.614 --> 00:56:36.353
But they talk,

00:56:36.713 --> 00:56:38.635
people talk such a good game about how

00:56:38.675 --> 00:56:40.097
we're going to change the profession.

00:56:40.817 --> 00:56:41.858
And then when they get in the batter's

00:56:41.878 --> 00:56:43.619
box, they draw, they try to,

00:56:43.679 --> 00:56:44.519
all they try to do is draw a

00:56:44.539 --> 00:56:44.719
walk.

00:56:46.157 --> 00:56:47.639
Show me one company that's not trying to

00:56:47.659 --> 00:56:48.139
draw a walk.

00:56:48.418 --> 00:56:49.559
One, I'd love to be proved wrong.

00:56:49.878 --> 00:56:50.880
I'm not saying that they don't do it

00:56:50.940 --> 00:56:52.300
in bips and bops and bleeps,

00:56:52.320 --> 00:56:53.320
like little itty bitty.

00:56:53.721 --> 00:56:54.240
That's not,

00:56:54.300 --> 00:56:55.400
you don't get a little bit wet.

00:56:55.521 --> 00:56:56.541
You jump in the deep end,

00:56:57.202 --> 00:56:59.483
you don't get a little bit wet.

00:57:02.103 --> 00:57:03.364
You're in, right.

00:57:03.384 --> 00:57:04.164
It's in Anaheim.

00:57:05.485 --> 00:57:06.625
Okay, here's what I would do.

00:57:06.985 --> 00:57:09.686
I would not buy a booth.

00:57:09.726 --> 00:57:11.746
I would not do a flash mob because

00:57:11.766 --> 00:57:12.527
that's been done,

00:57:13.106 --> 00:57:14.867
but I would do a flash parade.

00:57:16.177 --> 00:57:17.498
We are down the street from Disney.

00:57:17.938 --> 00:57:21.559
I would go hire seventy eight Disney

00:57:21.579 --> 00:57:23.199
characters and a marching band,

00:57:23.460 --> 00:57:25.021
and I would march them through the

00:57:25.061 --> 00:57:26.780
convention center when it was the busiest.

00:57:27.260 --> 00:57:29.362
And then I would do something like this

00:57:29.521 --> 00:57:31.583
moment of motivate, like something like.

00:57:32.842 --> 00:57:34.103
We have none of our PTs are here.

00:57:34.364 --> 00:57:36.164
They're all doing PT things where they

00:57:36.224 --> 00:57:36.405
are.

00:57:36.625 --> 00:57:37.945
If you want someone who knows how to

00:57:37.965 --> 00:57:39.806
gain attention and do things big,

00:57:40.186 --> 00:57:40.987
this is what we thought was...

00:57:41.067 --> 00:57:41.427
We brought you...

00:57:41.527 --> 00:57:42.547
This is our moment of joy.

00:57:43.047 --> 00:57:43.668
Here's a moment of joy.

00:57:43.708 --> 00:57:45.188
Here's Mickey and Daffy.

00:57:45.289 --> 00:57:45.889
No, not Daffy.

00:57:46.769 --> 00:57:49.472
Mickey, Donald, Goofy,

00:57:49.811 --> 00:57:50.672
and a marching band.

00:57:51.291 --> 00:57:51.793
And by the way,

00:57:51.813 --> 00:57:53.534
we're having a party tonight and...

00:57:54.753 --> 00:57:56.135
for every dollar we spend at the party

00:57:56.195 --> 00:57:57.536
we're gonna we're gonna put two into a

00:57:57.576 --> 00:58:00.797
scholarship you cannot listen man if

00:58:00.818 --> 00:58:01.858
you're a student and you're listening to

00:58:01.878 --> 00:58:04.360
this episode look for the recruiters and

00:58:04.400 --> 00:58:08.402
go drink all of their money go drink

00:58:09.322 --> 00:58:10.623
all of their money and when they're like

00:58:10.704 --> 00:58:12.744
are you thinking of working for me just

00:58:12.784 --> 00:58:15.146
be like you know two more vodka sodas

00:58:15.166 --> 00:58:17.947
and i might say yes drink

00:58:19.257 --> 00:58:21.719
all of their money because if you're dumb

00:58:21.759 --> 00:58:23.900
enough to play stupid games you're dumb

00:58:23.920 --> 00:58:26.581
enough to win stupid prizes do not work

00:58:26.601 --> 00:58:28.762
for someone because they bought you a

00:58:28.822 --> 00:58:31.643
drink not i'm not saying someone who buys

00:58:31.664 --> 00:58:33.105
you a drink isn't good to work for

00:58:33.545 --> 00:58:35.045
i'm saying that should not be listen

00:58:35.065 --> 00:58:36.947
graduate students who have intelligence

00:58:37.186 --> 00:58:38.487
that shouldn't be the deciding factor

00:58:38.907 --> 00:58:40.188
that's not that's not that's not an

00:58:40.268 --> 00:58:42.009
acquisition strategy right like that

00:58:42.028 --> 00:58:45.150
that's not right but by all means drink

00:58:46.228 --> 00:58:48.510
all of their drinks and then bring and

00:58:48.570 --> 00:58:50.289
text every one of your friends to drink

00:58:50.829 --> 00:58:53.351
all of their drinks and just be coy

00:58:53.391 --> 00:58:55.112
and be like i don't know maybe i

00:58:55.132 --> 00:58:56.711
want to work for you maybe i'll give

00:58:56.731 --> 00:58:58.672
you my email address right because if you

00:58:58.693 --> 00:59:00.233
want to play stupid games you win stupid

00:59:00.293 --> 00:59:03.293
prizes um only decide where you want to

00:59:03.313 --> 00:59:03.474
go

00:59:05.137 --> 00:59:06.858
when you've done ten times as much

00:59:06.898 --> 00:59:08.860
research that you did when you wanted to

00:59:08.880 --> 00:59:09.581
go to PT school,

00:59:10.202 --> 00:59:11.523
you're going to do more research for your

00:59:11.563 --> 00:59:13.206
car or your first apartment than some

00:59:13.226 --> 00:59:14.246
people do for their first job.

00:59:14.666 --> 00:59:15.487
Don't fucking do that.

00:59:15.869 --> 00:59:16.610
I'm dropping F-bombs.

00:59:16.989 --> 00:59:19.251
Don't fucking do that.

00:59:19.793 --> 00:59:20.534
And this is from me.

00:59:20.813 --> 00:59:22.215
But Jimmy, I'll wrap up by saying,

00:59:22.255 --> 00:59:23.217
but Jimmy, you're a hypocrite.

00:59:23.237 --> 00:59:24.237
You're going to CSM.

00:59:24.297 --> 00:59:24.998
That's where the people are.

00:59:26.041 --> 00:59:27.282
I want to talk to people and hear

00:59:27.322 --> 00:59:27.822
from people.

00:59:27.963 --> 00:59:29.143
That's a good ROI for me.

00:59:29.324 --> 00:59:30.083
I didn't buy a booth.

00:59:30.324 --> 00:59:31.364
I found someone who let me stand at

00:59:31.385 --> 00:59:31.744
their booth.

00:59:32.005 --> 00:59:33.226
And they're trying to do good things.

00:59:33.686 --> 00:59:34.967
Shout out to US Physical Therapy,

00:59:35.148 --> 00:59:36.449
who's doing good things.

00:59:37.670 --> 00:59:38.690
But I'm in their ear saying,

00:59:39.630 --> 00:59:43.835
don't only be at CSM.

00:59:43.855 --> 00:59:45.876
Don't only do that.

00:59:46.556 --> 00:59:47.336
That's not the answer.

00:59:47.818 --> 00:59:48.478
All right, we're at an hour.

00:59:48.538 --> 00:59:48.958
Parting shot.

00:59:48.978 --> 00:59:49.559
What's your parting shot?

00:59:49.579 --> 00:59:50.599
Parting shot.

00:59:50.659 --> 00:59:52.101
Show up three hundred and sixty five days

00:59:52.121 --> 00:59:52.300
a year.

00:59:54.905 --> 00:59:56.246
I would say companies are investing in

00:59:56.286 --> 00:59:57.608
moments when they should be investing in

00:59:57.628 --> 00:59:58.309
relationships.

00:59:58.630 --> 01:00:00.012
A booth creates visibility.

01:00:00.373 --> 01:00:02.235
Familiarity creates decisions.

01:00:02.556 --> 01:00:04.139
These are all pull quotes from the article

01:00:04.159 --> 01:00:05.181
that Larry Benz just dropped.

01:00:05.581 --> 01:00:06.402
Find the article.

01:00:06.422 --> 01:00:07.364
I just shared it on LinkedIn.

01:00:08.965 --> 01:00:10.965
and fight me if i'm wrong if you're

01:00:11.005 --> 01:00:12.907
like we spend seventy eight thousand

01:00:12.947 --> 01:00:14.987
dollars and we hired forty six people and

01:00:15.027 --> 01:00:17.309
that is a good roi prove me wrong

01:00:17.409 --> 01:00:20.291
i'm i'm not i think i'm right if

01:00:20.331 --> 01:00:22.871
you show me i'm wrong i will say

01:00:22.972 --> 01:00:25.074
i will bring you on this podcast i

01:00:25.094 --> 01:00:26.815
will let you have your roses and i

01:00:26.835 --> 01:00:29.715
will say the following words jimmy was

01:00:29.956 --> 01:00:34.338
wrong i was wrong once andrea turned out

01:00:34.358 --> 01:00:34.918
to be a mistake

01:00:36.416 --> 01:00:37.518
That's it for this one,

01:00:37.737 --> 01:00:39.440
but we're just getting warmed up.

01:00:39.900 --> 01:00:41.802
Smash follow, send it to a friend,

01:00:42.021 --> 01:00:43.682
or crank up the next episode.

01:00:44.204 --> 01:00:45.123
Want to go deeper?

01:00:45.405 --> 01:00:47.726
Hit us at pgpiecast.com.

01:00:48.967 --> 01:00:50.969
Or find us on YouTube and socials at

01:00:51.188 --> 01:00:52.210
pgpiecast.

01:00:52.630 --> 01:00:54.911
And legally, none of this was advice.

01:00:54.992 --> 01:00:56.753
It's for entertainment purposes only.

01:00:57.373 --> 01:00:58.375
Bullshit!

01:00:58.394 --> 01:00:58.976
See, Keith?

01:00:59.175 --> 01:01:00.257
We read the script.

01:01:00.556 --> 01:01:01.197
Happy now?