Latest / The PIMS Influence / Building Influence: Sedge Bewick on Growing a Global Agency and Balancing Life

Transcript

Building Influence: Sedge Bewick on Growing a Global Agency and Balancing Life · The PIMS Influence

• 0:00
  Hello,
• 0:00
  I'm
• 0:00
  Mike
• 0:01
  Ryan.
• 0:01
  I'm
• 0:01
  the
• 0:01
  Chief
• 0:02
  networking
• 0:02
  officer
• 0:02
  at
• 0:03
  PIMS.
• 0:03
  And
• 0:03
  welcome
• 0:04
  to
• 0:04
  our
• 0:04
  second
• 0:04
  season
• 0:05
  of
• 0:05
  Minutes
• 0:05
  with
• 0:05
  Mike.
• 0:06
  Now,
• 0:07
  in
• 0:07
  my
• 0:07
  33rd
• 0:07
  year
• 0:08
  at
• 0:08
  PIMS,
• 0:08
  I've
• 0:09
  had
• 0:09
  the
• 0:09
  privilege
• 0:09
  of
• 0:09
  partnering
• 0:10
  with
• 0:10
  companies
• 0:10
  both
• 0:11
  large
• 0:11
  and
• 0:11
  small,
• 0:12
  supporting
• 0:12
  their
• 0:12
  PR
• 0:13
  and
• 0:13
  marketing
• 0:13
  through
• 0:13
  customized
• 0:14
  fulfillment
• 0:15
  and
• 0:15
  distribution
• 0:16
  that
• 0:16
  delivers
• 0:16
  measurable
• 0:17
  impact
• 0:17
  on
• 0:18
  their
• 0:18
  brand
• 0:18
  perception,
• 0:19
  boosts
• 0:20
  positive
• 0:20
  affinity,
• 0:21
  and
• 0:21
  fuels
• 0:21
  their
• 0:21
  overall
• 0:22
  brand
• 0:22
  performance.
• 0:23
  Throughout
• 0:24
  my
• 0:24
  career,
• 0:24
  I've
• 0:25
  had
• 0:25
  the
• 0:25
  chance
• 0:25
  to
• 0:25
  work
• 0:25
  alongside
• 0:26
  many
• 0:26
  talented
• 0:27
  folks.
• 0:28
  This
• 0:28
  is
• 0:28
  their
• 0:29
  story.
• 0:30
  On
• 0:30
  this
• 0:30
  show,
• 0:30
  we'll
• 0:31
  sit
• 0:31
  down
• 0:31
  with
• 0:31
  some
• 0:31
  of
• 0:31
  the
• 0:31
  world's
• 0:32
  top
• 0:32
  marketing
• 0:32
  and
• 0:32
  business
• 0:33
  thought
• 0:33
  leaders
• 0:33
  to
• 0:34
  learn
• 0:34
  more
• 0:34
  about
• 0:34
  their
• 0:35
  success,
• 0:36
  how
• 0:36
  they
• 0:36
  got
• 0:36
  there,
• 0:36
  how
• 0:37
  marketing
• 0:37
  helped
• 0:38
  them
• 0:38
  achieve
• 0:38
  their
• 0:38
  goals,
• 0:39
  what
• 0:39
  strategies
• 0:40
  they
• 0:40
  used,
• 0:40
  and
• 0:41
  what
• 0:41
  inspires
• 0:41
  them.
• 0:42
  Please
• 0:42
  join
• 0:43
  me
• 0:43
  on
• 0:43
  this
• 0:43
  journey
• 0:43
  as
• 0:44
  we
• 0:44
  learn
• 0:44
  from
• 0:44
  those
• 0:44
  who
• 0:45
  are
• 0:45
  changing
• 0:45
  the
• 0:45
  way
• 0:45
  we
• 0:45
  think
• 0:46
  about
• 0:46
  business.
• 0:47
  So
• 0:47
  sit
• 0:47
  back,
• 0:48
  enjoy
• 0:49
  your
• 0:49
  listening
• 0:49
  to
• 0:50
  Minutes
• 0:50
  With
• 0:50
  Mike.
• 0:54
  Okay,
• 0:55
  so
• 0:55
  welcome
• 0:55
  everybody
• 0:56
  to
• 0:56
  Minutes
• 0:57
  with
• 0:57
  Mike.
• 0:57
  This
• 0:57
  is
• 0:58
  actually
• 0:58
  season
• 0:59
  number
• 0:59
  two,
• 1:00
  and
• 1:00
  this
• 1:00
  season
• 1:01
  we're
• 1:01
  going
• 1:01
  to
• 1:01
  do
• 1:01
  something
• 1:01
  a
• 1:01
  little
• 1:02
  bit
• 1:02
  different.
• 1:02
  Last
• 1:02
  year
• 1:03
  we
• 1:03
  really
• 1:04
  dove
• 1:04
  deeply
• 1:05
  into
• 1:05
  the
• 1:05
  behind
• 1:05
  the
• 1:05
  scenes
• 1:06
  of
• 1:06
  PIMS
• 1:07
  and
• 1:07
  the
• 1:07
  different
• 1:07
  departments,
• 1:08
  managers,
• 1:09
  and
• 1:09
  the
• 1:09
  folks
• 1:09
  that
• 1:09
  kind
• 1:10
  of
• 1:10
  make
• 1:10
  everything
• 1:10
  work
• 1:10
  here
• 1:11
  at
• 1:11
  pims.
• 1:11
  This
• 1:12
  year
• 1:12
  we're
• 1:13
  looking
• 1:13
  to
• 1:13
  extend
• 1:14
  that
• 1:14
  now
• 1:14
  to
• 1:14
  our
• 1:15
  clients,
• 1:15
  folks
• 1:16
  that
• 1:16
  are
• 1:16
  founders
• 1:17
  of
• 1:17
  different
• 1:18
  organizations,
• 1:18
  whether
• 1:19
  it
• 1:19
  be
• 1:19
  PR
• 1:19
  or
• 1:20
  marketing
• 1:20
  or
• 1:20
  both,
• 1:21
  that
• 1:21
  are
• 1:21
  really
• 1:22
  changing
• 1:22
  the
• 1:22
  way
• 1:23
  that
• 1:23
  influencer
• 1:24
  marketing
• 1:24
  is
• 1:24
  done.
• 1:24
  And
• 1:25
  what
• 1:25
  better
• 1:26
  way
• 1:26
  to
• 1:26
  start
• 1:26
  this
• 1:27
  year
• 1:27
  off
• 1:27
  with
• 1:27
  episode
• 1:28
  number
• 1:28
  one
• 1:28
  than
• 1:28
  with
• 1:29
  the
• 1:29
  incomparable
• 1:30
  Sej
• 1:30
  Bezwick.
• 1:30
  Sej,
• 1:31
  welcome
• 1:31
  to
• 1:31
  the
• 1:31
  show.
• 1:32
  Thank
• 1:32
  you
• 1:33
  for
• 1:33
  having
• 1:33
  me.
• 1:33
  I'm
• 1:33
  excited.
• 1:34
  I
• 1:34
  forgot
• 1:35
  exactly
• 1:35
  how
• 1:35
  we
• 1:36
  met.
• 1:36
  I
• 1:36
  was
• 1:36
  thinking
• 1:37
  about
• 1:37
  it
• 1:37
  last
• 1:37
  night,
• 1:37
  like
• 1:38
  the.
• 1:38
  I
• 1:39
  think
• 1:39
  somebody
• 1:39
  had
• 1:40
  referred
• 1:40
  me
• 1:41
  to
• 1:41
  you
• 1:41
  and
• 1:42
  used
• 1:42
  terminology
• 1:43
  like
• 1:44
  game
• 1:44
  changer.
• 1:45
  Wonderful
• 1:46
  pleasure
• 1:46
  to
• 1:47
  be
• 1:47
  around.
• 1:47
  She
• 1:48
  needs
• 1:48
  some
• 1:48
  help
• 1:48
  because
• 1:49
  she's
• 1:49
  expanding
• 1:49
  her
• 1:50
  agency.
• 1:51
  Do
• 1:51
  you
• 1:51
  remember
• 1:51
  exactly
• 1:52
  how
• 1:52
  we
• 1:52
  met?
• 1:53
  I
• 1:53
  remember
• 1:53
  where
• 1:54
  we
• 1:54
  met.
• 1:54
  We
• 1:54
  met
• 1:54
  in
• 1:54
  a
• 1:55
  diner
• 1:55
  in
• 1:55
  New
• 1:56
  York,
• 1:57
  just
• 1:57
  off
• 1:57
  310
• 1:58
  West
• 1:58
  Broadway.
• 2:00
  For
• 2:00
  some
• 2:00
  reason,
• 2:01
  with
• 2:01
  me,
• 2:01
  it
• 2:01
  always
• 2:01
  involves
• 2:02
  food.
• 2:02
  For
• 2:03
  some
• 2:03
  reason,
• 2:03
  I
• 2:03
  don't
• 2:03
  know
• 2:04
  why.
• 2:04
  It'S
• 2:05
  the
• 2:05
  best
• 2:05
  thing
• 2:05
  about
• 2:05
  you.
• 2:05
  I've
• 2:06
  eaten
• 2:06
  in
• 2:06
  some
• 2:06
  great
• 2:06
  restaurants
• 2:07
  with
• 2:07
  you
• 2:07
  and
• 2:08
  seen
• 2:08
  different
• 2:08
  parts
• 2:09
  of
• 2:09
  New
• 2:09
  York.
• 2:09
  It's
• 2:09
  been
• 2:10
  brilliant.
• 2:11
  I
• 2:11
  was
• 2:11
  also
• 2:11
  talking
• 2:12
  to
• 2:12
  my
• 2:12
  wife
• 2:12
  last
• 2:12
  night.
• 2:13
  Before
• 2:13
  we
• 2:13
  get
• 2:13
  started,
• 2:13
  I
• 2:14
  was
• 2:14
  curious
• 2:14
  about
• 2:14
  your
• 2:15
  New
• 2:15
  Year's
• 2:16
  resolutions.
• 2:16
  Right.
• 2:16
  People
• 2:17
  create
• 2:17
  these
• 2:18
  New
• 2:18
  Year's
• 2:18
  resolutions.
• 2:19
  Mine
• 2:20
  was
• 2:21
  for
• 2:21
  some
• 2:22
  reason,
• 2:23
  maybe
• 2:23
  because
• 2:23
  I'm
• 2:23
  getting
• 2:24
  old,
• 2:24
  but
• 2:24
  my
• 2:24
  eyes
• 2:24
  are
• 2:25
  getting
• 2:25
  weaker
• 2:25
  and
• 2:25
  I
• 2:26
  absolutely
• 2:27
  attain
• 2:27
  it
• 2:27
  to
• 2:27
  the
• 2:28
  fact
• 2:28
  that
• 2:28
  I'm
• 2:28
  on
• 2:28
  the
• 2:28
  phone
• 2:28
  all
• 2:29
  the
• 2:29
  time,
• 2:30
  starting
• 2:30
  at
• 2:30
  like
• 2:30
  4
• 2:30
  o'
• 2:31
  clock
• 2:31
  in
• 2:31
  the
• 2:31
  Morning
• 2:31
  when
• 2:31
  I
• 2:31
  wake
• 2:31
  up,
• 2:32
  that's
• 2:32
  how
• 2:32
  I'm
• 2:32
  getting
• 2:32
  my
• 2:32
  news.
• 2:33
  Like
• 2:33
  everybody
• 2:33
  else,
• 2:34
  it's
• 2:34
  shot
• 2:35
  already
• 2:35
  because
• 2:35
  I'm
• 2:35
  like,
• 2:35
  I'm
• 2:35
  going
• 2:35
  to
• 2:35
  only
• 2:36
  do
• 2:36
  like
• 2:36
  10
• 2:36
  hours
• 2:37
  a
• 2:37
  day
• 2:37
  instead
• 2:37
  of
• 2:38
  12
• 2:38
  hours.
• 2:38
  And
• 2:38
  I'm
• 2:39
  already
• 2:39
  got
• 2:39
  that
• 2:39
  beat.
• 2:40
  What
• 2:40
  about
• 2:40
  you?
• 2:40
  Any
• 2:40
  New
• 2:41
  Year's
• 2:41
  resolutions
• 2:41
  going
• 2:42
  on?
• 2:42
  I've
• 2:43
  actually
• 2:43
  never
• 2:43
  set
• 2:43
  a
• 2:43
  New
• 2:44
  Year's
• 2:44
  resolution
• 2:44
  in
• 2:44
  my
• 2:45
  entire
• 2:45
  life
• 2:45
  because
• 2:46
  I
• 2:46
  hate
• 2:46
  to
• 2:46
  be
• 2:46
  that
• 2:47
  person.
• 2:47
  That's
• 2:47
  like,
• 2:48
  January,
• 2:48
  I'm
• 2:49
  doing
• 2:49
  it.
• 2:49
  February,
• 2:50
  I've
• 2:50
  kind
• 2:50
  of
• 2:50
  lost
• 2:50
  interest.
• 2:51
  And
• 2:51
  then
• 2:51
  you
• 2:52
  get
• 2:52
  into,
• 2:52
  like,
• 2:52
  March,
• 2:52
  April,
• 2:53
  you're
• 2:53
  like,
• 2:53
  what
• 2:54
  was
• 2:54
  it
• 2:54
  again?
• 2:54
  But
• 2:54
  I
• 2:55
  have
• 2:55
  had
• 2:55
  the
• 2:56
  Michael
• 2:56
  taken
• 2:56
  out
• 2:57
  of
• 2:57
  me
• 2:57
  a
• 2:57
  little
• 2:57
  bit
• 2:57
  because
• 2:58
  I
• 2:58
  have
• 2:58
  a
• 2:58
  peloton
• 2:59
  bike.
• 2:59
  And
• 3:00
  when
• 3:00
  you're
• 3:00
  connected
• 3:00
  with
• 3:01
  friends,
• 3:01
  I
• 3:01
  keep
• 3:01
  getting
• 3:02
  the
• 3:02
  light.
• 3:02
  Oh,
• 3:03
  here
• 3:03
  she
• 3:03
  is.
• 3:03
  She's
• 3:04
  back
• 3:04
  on
• 3:04
  it.
• 3:04
  January,
• 3:05
  and
• 3:05
  it's
• 3:06
  like
• 3:06
  week
• 3:06
  three
• 3:06
  and
• 3:07
  it's
• 3:07
  back
• 3:07
  collecting
• 3:08
  clothes.
• 3:08
  So
• 3:08
  that
• 3:08
  might
• 3:09
  have
• 3:09
  been
• 3:09
  a
• 3:09
  subconscious.
• 3:10
  Wonderful.
• 3:11
  Yeah,
• 3:11
  wonderful.
• 3:12
  Well,
• 3:13
  you
• 3:13
  wear
• 3:13
  many
• 3:13
  hats.
• 3:14
  You
• 3:14
  are
• 3:15
  a
• 3:15
  founder,
• 3:15
  of
• 3:16
  course,
• 3:16
  you're
• 3:16
  an
• 3:16
  advisor,
• 3:17
  public
• 3:17
  speaker,
• 3:18
  author,
• 3:19
  and
• 3:20
  recently
• 3:20
  a
• 3:21
  mum.
• 3:21
  As
• 3:21
  well
• 3:21
  as
• 3:21
  you,
• 3:22
  as
• 3:22
  you
• 3:22
  folks
• 3:22
  put
• 3:22
  it
• 3:23
  across
• 3:23
  the
• 3:23
  pond,
• 3:23
  I
• 3:24
  should
• 3:24
  say
• 3:25
  that.
• 3:25
  Sedge,
• 3:25
  you're
• 3:26
  in
• 3:26
  London.
• 3:26
  Are
• 3:26
  you
• 3:26
  in
• 3:26
  London
• 3:27
  or
• 3:27
  outside
• 3:27
  of
• 3:27
  London?
• 3:28
  Yeah,
• 3:28
  I'm
• 3:29
  talking
• 3:29
  from
• 3:29
  New
• 3:29
  York,
• 3:30
  of
• 3:30
  course,
• 3:30
  but
• 3:30
  she's
• 3:31
  recently.
• 3:31
  Not
• 3:31
  so
• 3:31
  recently
• 3:32
  anymore.
• 3:32
  It's
• 3:32
  been
• 3:32
  over
• 3:33
  a
• 3:33
  year.
• 3:33
  Right?
• 3:33
  Is
• 3:34
  it?
• 3:34
  How
• 3:34
  long
• 3:34
  has
• 3:34
  it
• 3:34
  been?
• 3:34
  Yeah,
• 3:35
  my
• 3:35
  daughter
• 3:35
  is
• 3:35
  16
• 3:36
  months
• 3:36
  old.
• 3:36
  How
• 3:37
  crazy
• 3:37
  is
• 3:37
  that?
• 3:37
  Congratulations.
• 3:38
  We're
• 3:38
  going
• 3:39
  to
• 3:39
  talk
• 3:39
  a
• 3:39
  little
• 3:39
  bit
• 3:39
  about
• 3:39
  that
• 3:40
  as
• 3:40
  we
• 3:40
  go
• 3:40
  along,
• 3:41
  but
• 3:41
  what
• 3:41
  I
• 3:41
  wanted
• 3:41
  to
• 3:42
  start
• 3:42
  with
• 3:42
  is
• 3:42
  your
• 3:42
  journey.
• 3:43
  Right.
• 3:43
  Like,
• 3:43
  so
• 3:44
  how
• 3:44
  did
• 3:44
  you
• 3:44
  get
• 3:45
  to
• 3:45
  where
• 3:45
  you
• 3:46
  are
• 3:46
  today,
• 3:46
  from
• 3:47
  where
• 3:47
  you
• 3:47
  were?
• 3:47
  I've
• 3:48
  read
• 3:48
  a
• 3:48
  little
• 3:48
  bit
• 3:48
  of
• 3:48
  your
• 3:49
  bio
• 3:49
  and
• 3:49
  I've
• 3:49
  seen
• 3:49
  a
• 3:50
  little
• 3:50
  bit
• 3:50
  of
• 3:50
  your
• 3:50
  background,
• 3:50
  but
• 3:51
  maybe
• 3:51
  you
• 3:51
  can
• 3:51
  walk
• 3:51
  us
• 3:51
  through.
• 3:53
  What,
• 3:54
  what?
• 3:54
  And
• 3:54
  when
• 3:55
  did
• 3:55
  you
• 3:55
  decide
• 3:56
  to
• 3:56
  take
• 3:56
  this
• 3:56
  path?
• 3:56
  Or
• 3:57
  was
• 3:57
  it
• 3:57
  something
• 3:57
  you
• 3:57
  kind
• 3:57
  of
• 3:57
  fell
• 3:58
  into?
• 3:59
  I
• 3:59
  would
• 3:59
  absolutely
• 4:00
  say
• 4:00
  I
• 4:00
  fell
• 4:00
  into
• 4:00
  it.
• 4:00
  I
• 4:01
  always
• 4:01
  say
• 4:01
  it's
• 4:01
  always
• 4:02
  been
• 4:02
  a
• 4:02
  bit
• 4:02
  of
• 4:02
  a
• 4:02
  happy
• 4:02
  accident,
• 4:03
  but
• 4:04
  I
• 4:05
  went
• 4:05
  to
• 4:05
  university.
• 4:06
  I
• 4:07
  then
• 4:07
  started,
• 4:08
  whilst
• 4:08
  I
• 4:08
  was
• 4:09
  at
• 4:09
  university,
• 4:09
  I
• 4:09
  worked
• 4:09
  for
• 4:10
  Red
• 4:10
  Bull
• 4:11
  and
• 4:11
  then
• 4:11
  I
• 4:12
  accidentally
• 4:12
  fell
• 4:12
  into
• 4:13
  social
• 4:13
  media
• 4:13
  before
• 4:14
  social
• 4:14
  media
• 4:14
  was
• 4:14
  even
• 4:15
  really
• 4:15
  a
• 4:15
  thing.
• 4:16
  So
• 4:16
  I
• 4:17
  was
• 4:17
  having
• 4:17
  to
• 4:17
  explain
• 4:18
  to
• 4:18
  my
• 4:18
  parents,
• 4:19
  to
• 4:19
  relatives,
• 4:20
  that
• 4:20
  I
• 4:20
  sat
• 4:20
  on
• 4:20
  Facebook
• 4:20
  all
• 4:21
  day.
• 4:21
  They're
• 4:22
  like,
• 4:22
  okay,
• 4:22
  and
• 4:23
  you're
• 4:23
  actually
• 4:23
  being
• 4:23
  paid
• 4:23
  for
• 4:23
  that.
• 4:24
  But
• 4:24
  I
• 4:24
  worked
• 4:25
  for
• 4:25
  a
• 4:25
  phone
• 4:25
  network
• 4:25
  here
• 4:26
  in
• 4:26
  the
• 4:26
  uk
• 4:26
  and
• 4:27
  then
• 4:27
  I
• 4:27
  went
• 4:27
  to
• 4:27
  asos,
• 4:28
  which
• 4:28
  is
• 4:29
  a
• 4:29
  fashion
• 4:29
  retailer,
• 4:30
  and
• 4:30
  I
• 4:30
  was
• 4:30
  there
• 4:30
  for
• 4:31
  five
• 4:31
  years
• 4:31
  and
• 4:31
  I
• 4:31
  started
• 4:32
  as
• 4:32
  the
• 4:32
  first
• 4:32
  person
• 4:33
  in
• 4:33
  their
• 4:33
  social
• 4:33
  team
• 4:33
  and
• 4:34
  I
• 4:34
  left
• 4:34
  and
• 4:34
  the
• 4:34
  team
• 4:34
  was
• 4:35
  32
• 4:36
  and
• 4:36
  everything
• 4:36
  that
• 4:37
  we
• 4:37
  did
• 4:37
  was
• 4:37
  revenue
• 4:38
  driving
• 4:38
  for
• 4:38
  the
• 4:38
  business
• 4:39
  and
• 4:40
  obviously
• 4:40
  also
• 4:40
  like
• 4:41
  engaged
• 4:42
  our
• 4:42
  community
• 4:43
  and
• 4:43
  built
• 4:43
  audiences,
• 4:44
  which
• 4:44
  is
• 4:44
  obviously
• 4:45
  why
• 4:45
  they
• 4:45
  sold.
• 4:46
  So
• 4:46
  it
• 4:46
  definitely
• 4:47
  was
• 4:47
  where
• 4:47
  I
• 4:47
  really
• 4:47
  learned
• 4:48
  the
• 4:48
  importance
• 4:49
  of
• 4:49
  brand
• 4:50
  and
• 4:50
  performance
• 4:50
  marketing
• 4:51
  and
• 4:51
  how
• 4:51
  the
• 4:51
  two
• 4:51
  intertwine.
• 4:53
  And
• 4:53
  then
• 4:53
  I
• 4:53
  met
• 4:54
  a
• 4:54
  investor
• 4:55
  in
• 4:55
  one
• 4:56
  of
• 4:56
  the
• 4:56
  Soho
• 4:56
  houses
• 4:57
  here
• 4:57
  in
• 4:57
  London
• 4:57
  for
• 4:58
  honestly,
• 4:58
  about
• 4:59
  15
• 4:59
  minutes.
• 5:00
  And
• 5:01
  he
• 5:01
  was
• 5:02
  like,
• 5:02
  you
• 5:02
  really
• 5:02
  passionate
• 5:03
  about
• 5:03
  Influencer.
• 5:04
  Why
• 5:04
  don't
• 5:04
  you
• 5:04
  just
• 5:04
  set
• 5:04
  up
• 5:05
  an
• 5:05
  agency?
• 5:06
  So
• 5:07
  I
• 5:07
  did
• 5:08
  and
• 5:08
  I
• 5:09
  ran
• 5:09
  the
• 5:09
  agency
• 5:10
  for
• 5:10
  seven
• 5:10
  years
• 5:10
  and
• 5:10
  I
• 5:11
  completed
• 5:11
  my
• 5:11
  exit
• 5:12
  in
• 5:12
  December.
• 5:13
  Congratulations
• 5:13
  for
• 5:14
  that.
• 5:14
  Of
• 5:14
  course
• 5:14
  we're
• 5:14
  talking
• 5:15
  about
• 5:15
  the
• 5:15
  international
• 5:16
  marketing
• 5:17
  agency,
• 5:17
  Scene
• 5:17
  Connects,
• 5:18
  which
• 5:19
  has
• 5:19
  offices
• 5:20
  in
• 5:20
  the
• 5:20
  UK
• 5:20
  and
• 5:21
  in
• 5:21
  the
• 5:21
  us.
• 5:22
  Correct,
• 5:22
  Exactly.
• 5:23
  Yeah.
• 5:24
  One
• 5:24
  of
• 5:24
  the
• 5:25
  times
• 5:25
  Sej
• 5:25
  and
• 5:25
  I
• 5:26
  met,
• 5:26
  we
• 5:26
  met
• 5:26
  a
• 5:26
  few
• 5:26
  times.
• 5:27
  But
• 5:27
  I'm
• 5:27
  always
• 5:27
  fascinated
• 5:28
  about,
• 5:29
  along
• 5:29
  with
• 5:29
  being
• 5:30
  a
• 5:30
  mother
• 5:30
  and
• 5:30
  a
• 5:30
  wife
• 5:31
  and
• 5:31
  in
• 5:31
  leading
• 5:32
  the
• 5:32
  charge
• 5:32
  for
• 5:32
  Scene
• 5:33
  Connects,
• 5:34
  your
• 5:34
  schedule
• 5:35
  is
• 5:35
  unbelievable.
• 5:36
  The.
• 5:36
  The
• 5:36
  way
• 5:36
  that
• 5:37
  you
• 5:37
  can
• 5:37
  sort
• 5:37
  of
• 5:37
  juggle
• 5:38
  both
• 5:38
  continents
• 5:40
  simultaneously
• 5:41
  while
• 5:41
  still
• 5:41
  having
• 5:42
  a.
• 5:42
  A
• 5:42
  home,
• 5:43
  work
• 5:43
  balance.
• 5:44
  We're
• 5:44
  going
• 5:44
  to
• 5:44
  talk
• 5:44
  about
• 5:44
  that
• 5:45
  in
• 5:45
  a
• 5:45
  minute
• 5:45
  too.
• 5:45
  Is.
• 5:45
  Is
• 5:46
  always
• 5:46
  been
• 5:46
  fascinating
• 5:47
  to
• 5:47
  me.
• 5:47
  So
• 5:47
  Recent
• 5:48
  evaluations
• 5:48
  for
• 5:49
  24
• 5:49
  pound
• 5:50
  24
• 5:50
  million
• 5:51
  on
• 5:51
  seeing
• 5:51
  Connect.
• 5:52
  So
• 5:52
  congratulations
• 5:53
  with
• 5:53
  that.
• 5:53
  Thank
• 5:54
  you.
• 5:54
  Thanks.
• 5:54
  But
• 5:55
  yeah,
• 5:56
  go
• 5:56
  ahead.
• 5:56
  Sorry,
• 5:57
  no,
• 5:57
  I
• 5:57
  was
• 5:57
  just
• 5:57
  going
• 5:57
  to
• 5:58
  say
• 5:58
  I
• 5:58
  definitely
• 5:58
  haven't
• 5:59
  got
• 5:59
  the
• 5:59
  balance
• 5:59
  right
• 5:59
  since
• 5:59
  having
• 6:00
  a
• 6:00
  kid.
• 6:00
  That
• 6:00
  makes
• 6:01
  everything
• 6:01
  harder,
• 6:01
  as
• 6:01
  you
• 6:02
  know.
• 6:03
  Tell
• 6:03
  me
• 6:04
  about
• 6:04
  some
• 6:04
  of
• 6:04
  the
• 6:04
  clients
• 6:05
  you
• 6:05
  connected
• 6:06
  with
• 6:06
  while
• 6:06
  with
• 6:07
  Seen.
• 6:07
  Yeah.
• 6:08
  So
• 6:08
  Scene
• 6:08
  Connects
• 6:09
  clients
• 6:09
  as
• 6:10
  they
• 6:10
  are
• 6:10
  today
• 6:11
  are
• 6:11
  ebay,
• 6:12
  Lululemon,
• 6:13
  Panasonic,
• 6:14
  and
• 6:15
  the
• 6:15
  business
• 6:15
  exists
• 6:16
  to
• 6:16
  help
• 6:17
  brands
• 6:17
  work
• 6:18
  with
• 6:18
  influencers
• 6:18
  and
• 6:19
  celebrities.
• 6:20
  So
• 6:20
  the
• 6:20
  business
• 6:20
  would
• 6:21
  come
• 6:21
  up
• 6:21
  with
• 6:21
  the
• 6:21
  campaign,
• 6:22
  it
• 6:22
  would
• 6:22
  then
• 6:22
  match
• 6:22
  the
• 6:23
  right
• 6:23
  talent,
• 6:23
  whether
• 6:24
  that
• 6:24
  is
• 6:24
  celebrity
• 6:25
  or
• 6:25
  influencer,
• 6:25
  and
• 6:25
  they
• 6:26
  would
• 6:26
  then
• 6:26
  manage
• 6:26
  that
• 6:26
  execution
• 6:27
  from
• 6:27
  end
• 6:27
  to
• 6:27
  end.
• 6:30
  You
• 6:30
  know,
• 6:31
  people
• 6:31
  say
• 6:31
  that
• 6:31
  this
• 6:32
  is
• 6:32
  a
• 6:32
  new
• 6:32
  marketplace
• 6:33
  and
• 6:33
  a
• 6:33
  new
• 6:33
  world
• 6:34
  with
• 6:34
  the
• 6:34
  influencer.
• 6:35
  And
• 6:35
  it's
• 6:35
  true,
• 6:36
  it
• 6:36
  is.
• 6:36
  And
• 6:36
  maybe
• 6:37
  it
• 6:37
  just
• 6:37
  feels
• 6:37
  that
• 6:37
  way
• 6:38
  because
• 6:38
  it's
• 6:38
  always
• 6:38
  changing.
• 6:39
  It
• 6:39
  feels
• 6:39
  like
• 6:39
  week
• 6:40
  to
• 6:40
  week,
• 6:40
  maybe
• 6:40
  even
• 6:40
  day
• 6:41
  to
• 6:41
  day,
• 6:41
  where
• 6:41
  it
• 6:42
  changes.
• 6:43
  Tell
• 6:43
  me
• 6:43
  about
• 6:43
  how
• 6:44
  you've
• 6:44
  had
• 6:44
  to
• 6:44
  sort
• 6:44
  of
• 6:45
  reinvent
• 6:45
  who
• 6:45
  you
• 6:45
  are
• 6:46
  in
• 6:46
  the
• 6:46
  company
• 6:46
  itself
• 6:47
  as
• 6:47
  things
• 6:47
  changed
• 6:48
  when
• 6:49
  audio
• 6:49
  was
• 6:50
  the
• 6:50
  big
• 6:50
  thing
• 6:50
  and
• 6:50
  then
• 6:51
  video
• 6:51
  became
• 6:51
  the
• 6:51
  big
• 6:52
  thing.
• 6:52
  Tell
• 6:52
  me
• 6:52
  about
• 6:52
  some
• 6:53
  of
• 6:53
  the
• 6:53
  changes
• 6:53
  along
• 6:53
  the
• 6:54
  way
• 6:54
  on
• 6:54
  your
• 6:54
  path
• 6:54
  that
• 6:55
  you've
• 6:55
  had
• 6:55
  to
• 6:55
  endure.
• 6:56
  Yeah,
• 6:56
  so
• 6:57
  what
• 6:57
  I
• 6:57
  would
• 6:57
  just
• 6:57
  say
• 6:57
  is
• 6:58
  I.
• 7:00
  Everyone
• 7:00
  says
• 7:00
  Influencer
• 7:01
  marketing
• 7:01
  is
• 7:02
  this
• 7:02
  new
• 7:02
  shiny
• 7:02
  thing
• 7:03
  and
• 7:03
  actually
• 7:04
  my
• 7:04
  first
• 7:04
  ever
• 7:04
  job
• 7:05
  16
• 7:05
  years
• 7:05
  ago
• 7:06
  for
• 7:06
  Red
• 7:06
  Bull,
• 7:06
  they
• 7:06
  were
• 7:07
  called
• 7:07
  key
• 7:07
  opinion
• 7:08
  leaders.
• 7:08
  But
• 7:08
  my
• 7:09
  job
• 7:09
  was
• 7:09
  to
• 7:09
  make
• 7:09
  sure
• 7:10
  that
• 7:10
  people
• 7:10
  had
• 7:10
  a
• 7:10
  can
• 7:10
  of
• 7:11
  Red
• 7:11
  Bull
• 7:11
  in
• 7:11
  their
• 7:11
  hand
• 7:12
  at
• 7:12
  the
• 7:12
  right
• 7:12
  time.
• 7:13
  So,
• 7:13
  you
• 7:13
  know,
• 7:14
  I
• 7:14
  was
• 7:14
  19,
• 7:14
  I
• 7:15
  was
• 7:15
  20,
• 7:15
  I
• 7:15
  was,
• 7:15
  I
• 7:16
  was
• 7:16
  young
• 7:16
  and
• 7:16
  kind
• 7:17
  of
• 7:17
  a
• 7:17
  little
• 7:17
  bit
• 7:18
  more
• 7:18
  free
• 7:19
  spirited
• 7:19
  than
• 7:19
  I
• 7:19
  probably
• 7:20
  am
• 7:20
  now
• 7:20
  that
• 7:20
  I
• 7:20
  have
• 7:21
  a
• 7:21
  mortgage
• 7:21
  and
• 7:21
  a
• 7:21
  kid.
• 7:22
  But
• 7:22
  I
• 7:22
  would
• 7:22
  literally
• 7:23
  break
• 7:23
  into
• 7:23
  venues
• 7:24
  and
• 7:24
  as
• 7:24
  an
• 7:25
  act
• 7:25
  was
• 7:25
  going
• 7:25
  on
• 7:26
  stage,
• 7:26
  I
• 7:26
  would
• 7:26
  have
• 7:27
  a
• 7:27
  can
• 7:28
  Red
• 7:28
  Bull
• 7:28
  that
• 7:28
  I
• 7:29
  was
• 7:29
  passing
• 7:29
  to
• 7:29
  them
• 7:29
  and
• 7:30
  this,
• 7:30
  you
• 7:30
  know,
• 7:30
  the
• 7:30
  musician
• 7:31
  would
• 7:31
  be
• 7:31
  on
• 7:31
  stage
• 7:32
  like,
• 7:32
  huh.
• 7:32
  And
• 7:33
  then
• 7:33
  all
• 7:33
  the
• 7:33
  press
• 7:33
  shots
• 7:34
  were
• 7:34
  then
• 7:34
  with
• 7:34
  cans
• 7:35
  of
• 7:35
  Red
• 7:35
  Bull
• 7:35
  in
• 7:35
  their
• 7:35
  hand.
• 7:36
  And
• 7:37
  it
• 7:37
  was
• 7:37
  kind
• 7:37
  of
• 7:37
  a
• 7:38
  hybrid
• 7:38
  between
• 7:38
  guerrilla
• 7:39
  marketing,
• 7:40
  what
• 7:40
  is
• 7:40
  now
• 7:40
  known
• 7:40
  as
• 7:41
  influencer
• 7:41
  marketing.
• 7:42
  You
• 7:42
  would
• 7:42
  never
• 7:42
  get
• 7:42
  away
• 7:42
  with
• 7:42
  that
• 7:43
  now.
• 7:43
  But,
• 7:44
  you
• 7:44
  know,
• 7:45
  Red
• 7:45
  Bull's
• 7:45
  motto
• 7:46
  was
• 7:46
  all
• 7:46
  about
• 7:46
  asking
• 7:46
  for
• 7:47
  forgiveness
• 7:47
  and
• 7:47
  not
• 7:47
  permission.
• 7:48
  And
• 7:48
  that
• 7:48
  kind
• 7:48
  of
• 7:49
  gets
• 7:49
  instilled
• 7:50
  in
• 7:50
  you
• 7:50
  at
• 7:50
  such
• 7:51
  a
• 7:51
  young
• 7:51
  age.
• 7:52
  And
• 7:52
  then
• 7:52
  when
• 7:52
  I
• 7:52
  launched
• 7:53
  the
• 7:53
  business,
• 7:53
  it
• 7:54
  was
• 7:54
  very
• 7:54
  much
• 7:54
  because
• 7:55
  I
• 7:55
  saw
• 7:55
  a
• 7:55
  gap
• 7:55
  in
• 7:55
  the
• 7:56
  market
• 7:56
  which
• 7:56
  was
• 7:56
  around
• 7:57
  proving
• 7:58
  that
• 7:58
  if
• 7:58
  you
• 7:58
  do
• 7:58
  influencer
• 7:59
  marketing
• 7:59
  correctly,
• 8:00
  you
• 8:00
  can
• 8:01
  generate
• 8:01
  a
• 8:01
  return
• 8:02
  for
• 8:02
  a
• 8:02
  business.
• 8:03
  And
• 8:04
  that
• 8:04
  was
• 8:04
  because
• 8:04
  when
• 8:04
  I
• 8:04
  was
• 8:04
  sitting
• 8:05
  at
• 8:05
  my
• 8:05
  desk
• 8:05
  at
• 8:05
  ASOS
• 8:06
  and
• 8:06
  people
• 8:06
  were
• 8:07
  emailing
• 8:07
  me
• 8:07
  from
• 8:07
  influencer
• 8:08
  agencies,
• 8:08
  none
• 8:09
  of
• 8:09
  which
• 8:09
  exist
• 8:09
  today,
• 8:10
  and
• 8:10
  they
• 8:11
  were
• 8:11
  saying,
• 8:11
  you
• 8:11
  know,
• 8:11
  we'll
• 8:12
  give
• 8:12
  you,
• 8:12
  you
• 8:12
  know,
• 8:13
  these
• 8:13
  influencers
• 8:14
  some
• 8:14
  vouchers
• 8:14
  and
• 8:14
  they'll
• 8:15
  create
• 8:15
  some
• 8:15
  really
• 8:15
  nice
• 8:16
  pictures
• 8:16
  of
• 8:16
  them
• 8:16
  wearing
• 8:17
  your
• 8:17
  product.
• 8:17
  And
• 8:18
  as
• 8:18
  soon
• 8:18
  as
• 8:18
  I
• 8:18
  replied
• 8:19
  saying,
• 8:19
  brilliant,
• 8:19
  so
• 8:19
  if
• 8:20
  I
• 8:20
  give
• 8:20
  you
• 8:20
  X
• 8:20
  amount
• 8:20
  of
• 8:21
  credit,
• 8:21
  what
• 8:21
  will
• 8:21
  I
• 8:21
  get
• 8:21
  in
• 8:22
  return?
• 8:22
  Sale
• 8:22
  wise?
• 8:22
  They're
• 8:23
  like,
• 8:23
  oh,
• 8:23
  that's
• 8:24
  not
• 8:24
  what
• 8:24
  it's
• 8:24
  about.
• 8:25
  But
• 8:25
  I
• 8:25
  can
• 8:26
  tell
• 8:26
  you
• 8:26
  down
• 8:26
  to
• 8:26
  the
• 8:26
  Instagram
• 8:27
  post,
• 8:27
  down
• 8:27
  to
• 8:27
  the
• 8:28
  snap,
• 8:28
  like,
• 8:29
  exactly
• 8:29
  what
• 8:30
  each
• 8:30
  individual
• 8:31
  would
• 8:31
  drive,
• 8:31
  what
• 8:31
  post
• 8:32
  would
• 8:32
  drive,
• 8:32
  which
• 8:33
  types
• 8:33
  of
• 8:34
  content
• 8:34
  would
• 8:34
  perform
• 8:34
  best
• 8:35
  based
• 8:35
  on
• 8:35
  which
• 8:35
  day
• 8:35
  of
• 8:36
  the
• 8:36
  week
• 8:36
  it
• 8:36
  is
• 8:36
  and
• 8:36
  the
• 8:36
  shopping
• 8:37
  behaviors
• 8:37
  of
• 8:37
  the
• 8:37
  ASOS
• 8:38
  customer.
• 8:39
  And
• 8:40
  so
• 8:40
  that's
• 8:40
  very
• 8:40
  much
• 8:40
  at
• 8:40
  the
• 8:41
  core
• 8:41
  and
• 8:41
  at
• 8:41
  the
• 8:41
  heart
• 8:41
  of
• 8:42
  the
• 8:42
  business
• 8:42
  that
• 8:42
  I
• 8:42
  founded.
• 8:43
  But
• 8:43
  exactly
• 8:44
  to
• 8:44
  your
• 8:44
  point,
• 8:44
  like,
• 8:44
  we
• 8:45
  are
• 8:45
  in
• 8:45
  a
• 8:45
  space
• 8:45
  that
• 8:46
  is
• 8:46
  constantly
• 8:46
  changing.
• 8:47
  And
• 8:47
  so
• 8:48
  by
• 8:48
  the
• 8:48
  time
• 8:48
  I
• 8:48
  left,
• 8:48
  we
• 8:49
  had
• 8:49
  a
• 8:49
  paid
• 8:50
  media
• 8:50
  division,
• 8:50
  we
• 8:51
  had
• 8:51
  a
• 8:51
  production
• 8:51
  team,
• 8:52
  we
• 8:52
  had
• 8:53
  audio
• 8:53
  and
• 8:54
  podcast
• 8:54
  production.
• 8:55
  And
• 8:55
  it
• 8:55
  is
• 8:55
  about
• 8:56
  our
• 8:56
  job
• 8:57
  was
• 8:57
  to
• 8:57
  make
• 8:57
  sure
• 8:57
  that
• 8:57
  our
• 8:58
  clients
• 8:58
  are
• 8:58
  kind
• 8:58
  of
• 8:59
  feeling
• 8:59
  uncomfortable
• 9:00
  and
• 9:00
  that
• 9:01
  we
• 9:01
  are
• 9:01
  pushing
• 9:01
  them
• 9:02
  out
• 9:02
  of
• 9:02
  their
• 9:03
  safety
• 9:03
  area
• 9:04
  because
• 9:04
  we're
• 9:05
  telling
• 9:05
  them
• 9:05
  what's
• 9:05
  coming
• 9:05
  next
• 9:06
  and
• 9:06
  we're
• 9:06
  telling
• 9:07
  them
• 9:07
  you
• 9:08
  need
• 9:08
  to
• 9:08
  start
• 9:08
  trying
• 9:08
  this
• 9:09
  and
• 9:09
  you
• 9:09
  need
• 9:09
  to
• 9:09
  start
• 9:09
  understanding
• 9:10
  how
• 9:10
  your
• 9:10
  audience
• 9:11
  will
• 9:11
  react
• 9:11
  and
• 9:11
  respond
• 9:12
  because
• 9:13
  that's
• 9:13
  how
• 9:13
  you're
• 9:13
  going
• 9:14
  to
• 9:14
  stay
• 9:14
  at
• 9:14
  the
• 9:14
  forefront
• 9:14
  and
• 9:15
  that's
• 9:15
  how
• 9:15
  you're
• 9:15
  going
• 9:15
  to
• 9:15
  continue
• 9:16
  to
• 9:16
  engage
• 9:16
  your
• 9:16
  customer
• 9:17
  base.
• 9:17
  That's
• 9:18
  really
• 9:18
  well
• 9:18
  said.
• 9:18
  And,
• 9:19
  you
• 9:19
  know,
• 9:19
  it
• 9:20
  hits
• 9:20
  home
• 9:20
  on
• 9:20
  my
• 9:21
  end
• 9:21
  too,
• 9:21
  because,
• 9:21
  you
• 9:22
  know,
• 9:22
  I've
• 9:22
  been
• 9:22
  doing
• 9:22
  this
• 9:22
  for
• 9:23
  30
• 9:23
  years.
• 9:24
  And,
• 9:24
  you
• 9:24
  know,
• 9:25
  back
• 9:25
  in
• 9:25
  the
• 9:25
  day,
• 9:26
  it
• 9:26
  was
• 9:26
  all
• 9:27
  media
• 9:27
  driven.
• 9:28
  It
• 9:28
  was
• 9:28
  like
• 9:28
  TV
• 9:28
  and
• 9:28
  radio
• 9:29
  and
• 9:29
  newspapers
• 9:30
  and
• 9:30
  magazines.
• 9:30
  People
• 9:31
  would
• 9:31
  want
• 9:31
  to
• 9:31
  engage
• 9:32
  reporters
• 9:33
  and
• 9:33
  writers
• 9:34
  at
• 9:34
  those
• 9:35
  sort
• 9:35
  of
• 9:35
  marketplaces,
• 9:36
  but
• 9:36
  they
• 9:37
  would
• 9:37
  send
• 9:37
  everybody
• 9:37
  en
• 9:38
  masse,
• 9:38
  Right.
• 9:39
  The
• 9:39
  same
• 9:39
  top
• 9:39
  100
• 9:40
  newspapers,
• 9:41
  the
• 9:41
  300
• 9:41
  people
• 9:42
  they
• 9:42
  wanted
• 9:42
  to
• 9:42
  reach,
• 9:42
  they
• 9:42
  would
• 9:43
  all
• 9:43
  get
• 9:43
  exactly
• 9:44
  the
• 9:44
  same
• 9:44
  thing.
• 9:45
  And
• 9:45
  then
• 9:45
  one
• 9:45
  day
• 9:45
  somebody
• 9:46
  called
• 9:46
  us
• 9:46
  and
• 9:46
  said,
• 9:47
  do
• 9:47
  you
• 9:47
  have
• 9:47
  lists
• 9:48
  of
• 9:48
  influencers?
• 9:49
  And
• 9:49
  we're
• 9:49
  like,
• 9:50
  what's
• 9:50
  an
• 9:50
  influencer?
• 9:51
  Right.
• 9:51
  And
• 9:51
  there
• 9:52
  were
• 9:52
  people
• 9:52
  in
• 9:52
  the
• 9:53
  PR
• 9:53
  community
• 9:53
  and
• 9:54
  marketing
• 9:54
  community
• 9:54
  back
• 9:55
  then,
• 9:55
  not
• 9:55
  too
• 9:56
  long
• 9:56
  ago,
• 9:56
  that
• 9:56
  were
• 9:57
  naysayers.
• 9:58
  They
• 9:58
  would
• 9:58
  say,
• 9:58
  this
• 9:58
  is
• 9:58
  never
• 9:59
  going
• 9:59
  to
• 9:59
  catch
• 9:59
  on,
• 9:59
  or
• 10:00
  it's
• 10:00
  that,
• 10:00
  you
• 10:00
  know,
• 10:00
  that's
• 10:01
  a
• 10:01
  young
• 10:01
  person's
• 10:01
  target,
• 10:02
  or
• 10:02
  that's
• 10:02
  not
• 10:02
  really
• 10:03
  what
• 10:03
  we're
• 10:03
  looking
• 10:03
  for.
• 10:03
  And
• 10:04
  then
• 10:04
  today
• 10:04
  it's
• 10:05
  really
• 10:05
  taken
• 10:06
  over
• 10:06
  the
• 10:06
  marketplace.
• 10:07
  Right.
• 10:07
  And
• 10:07
  what
• 10:08
  I'm
• 10:08
  getting
• 10:08
  to
• 10:08
  is
• 10:08
  that
• 10:08
  customization
• 10:09
  has
• 10:09
  changed
• 10:10
  so
• 10:11
  much.
• 10:11
  It
• 10:11
  used
• 10:11
  to
• 10:11
  be
• 10:12
  mass
• 10:12
  send
• 10:13
  outs,
• 10:13
  you
• 10:13
  know,
• 10:13
  throw
• 10:13
  it
• 10:14
  on
• 10:14
  the
• 10:14
  wall,
• 10:14
  hope
• 10:14
  it
• 10:14
  sticks,
• 10:15
  and
• 10:15
  maybe
• 10:15
  you
• 10:15
  get
• 10:15
  some,
• 10:16
  some
• 10:16
  pickup.
• 10:17
  Now
• 10:18
  Sedge
• 10:18
  Beswick
• 10:19
  gets
• 10:19
  a
• 10:19
  package
• 10:19
  that
• 10:19
  has
• 10:20
  items
• 10:20
  inside
• 10:20
  that
• 10:21
  are
• 10:21
  very
• 10:21
  much
• 10:21
  different
• 10:21
  than
• 10:22
  the
• 10:22
  package
• 10:22
  that
• 10:22
  Mike
• 10:22
  Ryan
• 10:23
  gets.
• 10:23
  Whether
• 10:23
  it's
• 10:24
  shade
• 10:24
  matching
• 10:24
  for
• 10:25
  cosmetics
• 10:25
  or
• 10:25
  size
• 10:26
  matching
• 10:26
  for
• 10:26
  app,
• 10:28
  the
• 10:28
  day
• 10:28
  of
• 10:28
  the
• 10:28
  week
• 10:28
  they're
• 10:29
  going
• 10:29
  to
• 10:29
  get
• 10:29
  it.
• 10:29
  The
• 10:29
  type
• 10:30
  of
• 10:30
  way
• 10:30
  they're
• 10:30
  going
• 10:30
  to
• 10:30
  get
• 10:30
  it,
• 10:30
  whether
• 10:31
  it's
• 10:31
  going
• 10:31
  to
• 10:31
  be
• 10:31
  in
• 10:31
  a
• 10:31
  custom
• 10:32
  box.
• 10:32
  And,
• 10:32
  you
• 10:32
  know,
• 10:33
  I
• 10:33
  know
• 10:33
  that's
• 10:33
  sort
• 10:33
  of
• 10:34
  where
• 10:34
  we
• 10:34
  connected
• 10:34
  to
• 10:35
  start
• 10:35
  with
• 10:35
  with
• 10:35
  pims
• 10:36
  was,
• 10:36
  you
• 10:36
  know,
• 10:37
  doing
• 10:37
  that
• 10:37
  special
• 10:38
  type
• 10:38
  of
• 10:38
  customization.
• 10:39
  To
• 10:39
  have
• 10:39
  an
• 10:40
  internal
• 10:40
  team
• 10:40
  work
• 10:41
  on
• 10:41
  that
• 10:41
  is
• 10:42
  almost
• 10:42
  an
• 10:42
  impossibility.
• 10:43
  And
• 10:43
  you
• 10:44
  want
• 10:44
  to
• 10:44
  be
• 10:44
  able
• 10:44
  to
• 10:45
  stay
• 10:45
  relevant
• 10:46
  by
• 10:46
  creating
• 10:46
  these
• 10:47
  really
• 10:47
  great
• 10:48
  reveals.
• 10:48
  Right.
• 10:48
  Maybe
• 10:49
  you
• 10:49
  could
• 10:49
  talk
• 10:49
  a
• 10:49
  little
• 10:49
  bit
• 10:49
  to
• 10:49
  that.
• 10:50
  Yeah.
• 10:50
  And
• 10:51
  I
• 10:51
  would
• 10:51
  also
• 10:51
  just
• 10:52
  say
• 10:52
  to
• 10:52
  that
• 10:52
  point,
• 10:52
  I
• 10:52
  think
• 10:52
  it's
• 10:53
  part
• 10:53
  of
• 10:53
  the
• 10:54
  success
• 10:54
  of
• 10:55
  a
• 10:55
  business
• 10:55
  is
• 10:55
  understanding
• 10:56
  what
• 10:56
  your
• 10:56
  core
• 10:57
  services
• 10:57
  are
• 10:57
  and
• 10:58
  what
• 10:58
  you're
• 10:58
  really
• 10:58
  good
• 10:58
  at
• 10:59
  and
• 10:59
  actually
• 10:59
  what
• 11:00
  you
• 11:00
  should
• 11:00
  outsource
• 11:01
  to
• 11:01
  experts.
• 11:02
  So
• 11:03
  we
• 11:03
  have
• 11:03
  never
• 11:03
  tried
• 11:04
  to
• 11:04
  create.
• 11:05
  We
• 11:05
  would
• 11:05
  obviously
• 11:06
  pull
• 11:06
  together
• 11:06
  the
• 11:06
  influencer
• 11:07
  list.
• 11:07
  We
• 11:07
  would
• 11:08
  work
• 11:08
  up
• 11:08
  with
• 11:09
  brands,
• 11:09
  what
• 11:09
  is
• 11:09
  going
• 11:09
  to
• 11:10
  get
• 11:10
  them
• 11:10
  excited
• 11:11
  when
• 11:11
  they
• 11:11
  receive
• 11:12
  those
• 11:12
  packages
• 11:12
  and
• 11:13
  get
• 11:13
  them
• 11:13
  talking
• 11:13
  about
• 11:14
  it
• 11:14
  across
• 11:14
  those
• 11:14
  various
• 11:15
  platforms
• 11:15
  or
• 11:15
  the
• 11:16
  point
• 11:16
  when
• 11:16
  they're
• 11:16
  opening
• 11:17
  it.
• 11:17
  But,
• 11:17
  you
• 11:18
  know,
• 11:18
  we
• 11:18
  are
• 11:18
  not
• 11:18
  a
• 11:18
  distribution
• 11:19
  center
• 11:19
  and
• 11:19
  we
• 11:20
  wanted
• 11:20
  to
• 11:20
  make
• 11:20
  that
• 11:20
  experience
• 11:21
  as
• 11:21
  rich
• 11:21
  as
• 11:21
  possible.
• 11:22
  And
• 11:22
  that's
• 11:23
  why
• 11:23
  we
• 11:23
  would
• 11:23
  always
• 11:23
  bring
• 11:24
  in
• 11:25
  the
• 11:25
  absolute
• 11:26
  best
• 11:26
  to
• 11:26
  make
• 11:26
  sure
• 11:27
  that
• 11:27
  again,
• 11:28
  from
• 11:28
  a
• 11:28
  Brand's
• 11:28
  experience,
• 11:29
  but
• 11:29
  also
• 11:29
  from
• 11:29
  an
• 11:29
  influencer
• 11:30
  experience.
• 11:30
  It
• 11:30
  was
• 11:31
  as
• 11:31
  good
• 11:31
  as
• 11:31
  it
• 11:31
  possibly
• 11:31
  could
• 11:32
  be.
• 11:34
  You
• 11:34
  never
• 11:34
  do
• 11:35
  anything
• 11:35
  slow
• 11:35
  and
• 11:36
  easy.
• 11:37
  You
• 11:37
  never
• 11:37
  avoid
• 11:38
  any
• 11:38
  obstacles.
• 11:38
  That's
• 11:39
  why
• 11:39
  you
• 11:39
  decided,
• 11:39
  along
• 11:40
  with
• 11:40
  founding
• 11:41
  this
• 11:41
  agency,
• 11:41
  you
• 11:41
  were
• 11:42
  going
• 11:42
  to
• 11:42
  get
• 11:42
  married
• 11:42
  and
• 11:43
  then
• 11:43
  have
• 11:43
  a
• 11:43
  baby
• 11:44
  all
• 11:44
  in
• 11:44
  the
• 11:44
  same
• 11:45
  sort
• 11:45
  of
• 11:45
  scope
• 11:46
  of
• 11:46
  time.
• 11:46
  So
• 11:47
  my
• 11:47
  maternity
• 11:47
  in
• 11:47
  New
• 11:48
  York.
• 11:50
  Yeah.
• 11:51
  It's
• 11:51
  a
• 11:51
  credit
• 11:51
  to
• 11:51
  who
• 11:51
  you
• 11:52
  are
• 11:52
  and
• 11:52
  what
• 11:52
  you're
• 11:52
  able
• 11:52
  to
• 11:53
  do.
• 11:53
  So
• 11:53
  congrats
• 11:54
  to
• 11:54
  that
• 11:54
  as
• 11:54
  well.
• 11:54
  Talk
• 11:54
  to
• 11:55
  us
• 11:55
  about
• 11:56
  the
• 11:56
  motherhood
• 11:56
  aspect.
• 11:57
  Right.
• 11:57
  And
• 11:57
  I
• 11:58
  see
• 11:58
  you
• 11:58
  post
• 11:58
  a
• 11:58
  lot
• 11:59
  and
• 11:59
  I'm
• 11:59
  an
• 11:59
  avid
• 12:00
  follower
• 12:00
  of
• 12:01
  your.
• 12:01
  Your
• 12:01
  post
• 12:02
  things.
• 12:02
  I
• 12:02
  know
• 12:02
  you
• 12:02
  post
• 12:02
  a
• 12:03
  lot
• 12:03
  about
• 12:04
  motherhood
• 12:04
  and
• 12:05
  how
• 12:05
  it
• 12:05
  engages
• 12:05
  with
• 12:06
  the
• 12:06
  work
• 12:06
  life
• 12:07
  balance
• 12:07
  and
• 12:08
  when
• 12:08
  it's
• 12:08
  time
• 12:08
  for
• 12:08
  this
• 12:09
  and
• 12:09
  when
• 12:09
  it's
• 12:09
  time
• 12:09
  for
• 12:09
  that
• 12:10
  and
• 12:10
  when
• 12:10
  it's
• 12:10
  time
• 12:10
  for
• 12:10
  both,
• 12:11
  sometimes
• 12:11
  it's
• 12:12
  time
• 12:12
  for
• 12:12
  neither.
• 12:12
  Talk
• 12:12
  a
• 12:13
  little
• 12:13
  bit
• 12:13
  about
• 12:13
  to
• 12:13
  that,
• 12:13
  please.
• 12:14
  Yeah.
• 12:14
  I
• 12:15
  feel
• 12:15
  like
• 12:15
  a
• 12:15
  bit
• 12:15
  of
• 12:15
  a
• 12:15
  fraud
• 12:16
  because
• 12:16
  my
• 12:16
  daughter
• 12:16
  is
• 12:17
  only
• 12:17
  six
• 12:17
  months
• 12:17
  old.
• 12:18
  So
• 12:18
  I'm
• 12:18
  still
• 12:18
  very
• 12:19
  much
• 12:19
  like
• 12:20
  learning.
• 12:21
  Yes.
• 12:22
  And
• 12:22
  what
• 12:22
  I
• 12:22
  would
• 12:22
  say
• 12:23
  is
• 12:24
  I
• 12:24
  got
• 12:24
  everything
• 12:25
  wrong
• 12:25
  to
• 12:25
  start
• 12:26
  with
• 12:26
  because
• 12:27
  I
• 12:27
  didn't
• 12:28
  ever
• 12:28
  have
• 12:28
  work
• 12:29
  life
• 12:29
  balance
• 12:30
  that
• 12:30
  I
• 12:30
  was
• 12:30
  also
• 12:30
  really
• 12:31
  fortunate
• 12:31
  that
• 12:31
  I
• 12:31
  was
• 12:32
  at
• 12:32
  a
• 12:32
  point
• 12:32
  in
• 12:32
  my
• 12:32
  life
• 12:32
  where
• 12:33
  that
• 12:33
  didn't
• 12:33
  matter
• 12:34
  to
• 12:34
  me
• 12:34
  because
• 12:34
  that
• 12:34
  wasn't
• 12:35
  important
• 12:35
  to
• 12:35
  me.
• 12:36
  What
• 12:36
  was
• 12:36
  important
• 12:37
  to
• 12:37
  me
• 12:37
  was
• 12:37
  building
• 12:38
  the
• 12:38
  business
• 12:39
  and
• 12:40
  giving
• 12:40
  myself
• 12:41
  as
• 12:41
  many
• 12:42
  opportunities
• 12:43
  later
• 12:43
  on
• 12:44
  through
• 12:44
  what
• 12:44
  the
• 12:45
  business
• 12:45
  could
• 12:45
  and
• 12:45
  couldn't
• 12:46
  do.
• 12:46
  And
• 12:46
  rightly
• 12:47
  or
• 12:47
  wrongly,
• 12:47
  I've
• 12:48
  married
• 12:48
  a
• 12:48
  guy
• 12:48
  that
• 12:49
  also
• 12:49
  has
• 12:49
  his
• 12:49
  own
• 12:50
  business.
• 12:50
  So
• 12:50
  we
• 12:50
  both
• 12:51
  have
• 12:51
  that
• 12:51
  mentality
• 12:51
  of
• 12:52
  like,
• 12:52
  are
• 12:52
  you
• 12:52
  going
• 12:52
  to
• 12:52
  work
• 12:52
  till
• 12:53
  3am?
• 12:53
  I'll
• 12:54
  work
• 12:54
  till
• 12:54
  3am
• 12:55
  should
• 12:55
  we
• 12:55
  sack
• 12:55
  off
• 12:56
  those
• 12:56
  weekend
• 12:56
  plans?
• 12:57
  And
• 12:57
  that
• 12:57
  was
• 12:57
  very
• 12:58
  much
• 12:58
  our
• 12:58
  lives.
• 12:59
  And
• 13:00
  then
• 13:00
  when
• 13:00
  I
• 13:00
  went
• 13:00
  through
• 13:01
  my
• 13:02
  pregnancy,
• 13:02
  as
• 13:02
  I
• 13:03
  said,
• 13:03
  I
• 13:03
  was
• 13:03
  based
• 13:03
  out
• 13:04
  in
• 13:04
  New
• 13:04
  York
• 13:04
  for,
• 13:05
  I
• 13:05
  think
• 13:05
  it
• 13:05
  was
• 13:05
  four
• 13:06
  and
• 13:06
  a
• 13:06
  half
• 13:06
  months
• 13:07
  whilst
• 13:07
  I
• 13:07
  was
• 13:08
  pregnant.
• 13:09
  And
• 13:09
  I
• 13:10
  was
• 13:11
  working
• 13:12
  crazy
• 13:12
  hours
• 13:13
  because
• 13:13
  I
• 13:13
  was
• 13:13
  still
• 13:13
  doing
• 13:14
  a
• 13:14
  little
• 13:14
  bit
• 13:14
  of
• 13:14
  the
• 13:15
  UK
• 13:15
  whilst
• 13:16
  obviously
• 13:16
  really
• 13:16
  aggressively
• 13:17
  trying
• 13:17
  to
• 13:17
  make
• 13:18
  a
• 13:18
  success
• 13:18
  of
• 13:18
  the
• 13:18
  us.
• 13:19
  But
• 13:19
  I
• 13:19
  was
• 13:20
  also
• 13:20
  going
• 13:20
  through
• 13:20
  a
• 13:20
  private
• 13:21
  equity
• 13:21
  deal
• 13:21
  at
• 13:22
  the
• 13:22
  same
• 13:22
  time
• 13:22
  because
• 13:23
  I'd
• 13:23
  outgrown
• 13:23
  the
• 13:23
  incubator
• 13:24
  model
• 13:24
  that
• 13:24
  my
• 13:24
  business
• 13:25
  started
• 13:25
  in.
• 13:26
  And
• 13:26
  it
• 13:26
  was
• 13:26
  only
• 13:27
  really
• 13:27
  when
• 13:27
  I
• 13:27
  came
• 13:27
  back
• 13:27
  to
• 13:28
  the
• 13:28
  UK
• 13:28
  market
• 13:28
  and
• 13:29
  I
• 13:29
  was
• 13:29
  exhausted
• 13:29
  because
• 13:30
  I
• 13:30
  was
• 13:30
  pregnant
• 13:31
  and
• 13:31
  I
• 13:31
  was
• 13:31
  exhausted
• 13:32
  because
• 13:32
  I've
• 13:32
  been
• 13:32
  working
• 13:33
  all
• 13:33
  these
• 13:33
  hours
• 13:33
  and
• 13:33
  I
• 13:34
  was
• 13:34
  trying
• 13:34
  to
• 13:34
  work
• 13:34
  out
• 13:34
  like,
• 13:35
  what
• 13:35
  was
• 13:36
  normal
• 13:36
  and
• 13:37
  what
• 13:37
  was
• 13:37
  because
• 13:37
  of
• 13:38
  the
• 13:38
  pregnancy
• 13:38
  and
• 13:38
  what
• 13:39
  was
• 13:39
  because
• 13:39
  of
• 13:39
  work.
• 13:40
  And
• 13:40
  actually
• 13:41
  one
• 13:41
  of
• 13:42
  the
• 13:42
  main
• 13:42
  reasons
• 13:42
  why
• 13:42
  I
• 13:43
  decided
• 13:43
  to
• 13:44
  step
• 13:44
  down
• 13:45
  as
• 13:45
  CEO
• 13:45
  from
• 13:45
  the
• 13:45
  Business
• 13:46
  and
• 13:46
  exit
• 13:46
  the
• 13:47
  business
• 13:47
  in
• 13:47
  December
• 13:47
  was
• 13:48
  because
• 13:48
  I
• 13:48
  couldn't
• 13:49
  work
• 13:49
  out
• 13:50
  a
• 13:50
  way
• 13:50
  to
• 13:51
  get
• 13:51
  that
• 13:51
  right
• 13:51
  balance.
• 13:52
  And
• 13:52
  I
• 13:52
  think
• 13:52
  I
• 13:52
  actually
• 13:54
  haven't
• 13:54
  always
• 13:54
  communicated
• 13:55
  it
• 13:55
  correctly
• 13:56
  because
• 13:56
  I
• 13:56
  am
• 13:56
  a
• 13:56
  person
• 13:57
  that
• 13:57
  wants
• 13:57
  to
• 13:57
  work
• 13:57
  and
• 13:58
  I
• 13:58
  am
• 13:58
  a
• 13:58
  person
• 13:58
  that
• 13:58
  needs
• 13:59
  to
• 13:59
  work
• 14:00
  both
• 14:00
  mentally
• 14:00
  and
• 14:01
  financially.
• 14:01
  Like,
• 14:02
  I
• 14:02
  haven't
• 14:02
  had
• 14:02
  my
• 14:02
  big
• 14:03
  paycheck
• 14:03
  in
• 14:03
  the,
• 14:03
  you
• 14:04
  know,
• 14:04
  that
• 14:04
  means
• 14:04
  I
• 14:04
  can
• 14:04
  take
• 14:05
  my
• 14:05
  daughter
• 14:05
  to
• 14:06
  Barbados
• 14:06
  and
• 14:07
  sit
• 14:07
  on
• 14:07
  a
• 14:07
  beach
• 14:07
  for
• 14:08
  the
• 14:08
  rest
• 14:08
  of
• 14:08
  our
• 14:08
  lives.
• 14:08
  Like,
• 14:09
  that's
• 14:09
  not
• 14:09
  the
• 14:09
  position
• 14:10
  that
• 14:10
  we're
• 14:10
  in.
• 14:11
  But
• 14:11
  I
• 14:11
  think
• 14:12
  by
• 14:12
  saying
• 14:12
  that
• 14:13
  I
• 14:13
  was
• 14:13
  stepping
• 14:13
  down
• 14:13
  as
• 14:14
  CEO,
• 14:14
  I
• 14:14
  think
• 14:14
  I
• 14:14
  also
• 14:15
  created
• 14:16
  a
• 14:16
  bit
• 14:16
  of
• 14:16
  noise
• 14:17
  from.
• 14:17
  And
• 14:17
  I
• 14:17
  definitely
• 14:18
  got
• 14:18
  some
• 14:18
  DMs
• 14:18
  saying
• 14:19
  that
• 14:19
  I'm
• 14:19
  not
• 14:19
  encouraging
• 14:20
  women
• 14:20
  to
• 14:20
  work.
• 14:20
  And
• 14:21
  I
• 14:21
  was
• 14:21
  like,
• 14:21
  that's
• 14:21
  the
• 14:21
  complete
• 14:22
  opposite.
• 14:22
  But
• 14:22
  what
• 14:23
  I'm
• 14:23
  trying
• 14:23
  to
• 14:24
  articulate
• 14:25
  is
• 14:25
  that
• 14:25
  it's
• 14:26
  really,
• 14:26
  really
• 14:26
  hard
• 14:27
  and
• 14:27
  it's,
• 14:28
  it's
• 14:28
  hard
• 14:28
  to
• 14:28
  have
• 14:29
  a
• 14:29
  family
• 14:29
  full
• 14:29
  stop.
• 14:30
  It's
• 14:30
  really
• 14:30
  hard
• 14:30
  to
• 14:31
  run
• 14:31
  a
• 14:31
  business
• 14:31
  full
• 14:31
  stop.
• 14:32
  Trying
• 14:32
  to
• 14:33
  work
• 14:33
  out
• 14:33
  how
• 14:33
  to
• 14:33
  do
• 14:34
  both
• 14:34
  of
• 14:34
  those
• 14:34
  in
• 14:34
  parallel
• 14:36
  was
• 14:36
  really,
• 14:36
  really
• 14:37
  brutal.
• 14:37
  And
• 14:38
  it
• 14:38
  was
• 14:38
  the
• 14:38
  hardest
• 14:38
  part
• 14:39
  of
• 14:39
  my
• 14:39
  career
• 14:40
  as
• 14:40
  well
• 14:40
  as
• 14:41
  also
• 14:41
  just
• 14:41
  being
• 14:41
  knackered.
• 14:43
  And
• 14:43
  so
• 14:43
  I
• 14:43
  did,
• 14:43
  I
• 14:44
  took
• 14:44
  a
• 14:44
  really
• 14:44
  short
• 14:44
  maternity.
• 14:46
  And
• 14:46
  actually
• 14:47
  the
• 14:47
  mindset
• 14:47
  where
• 14:47
  I
• 14:48
  came
• 14:48
  into
• 14:48
  was
• 14:48
  I
• 14:49
  have
• 14:49
  to
• 14:49
  prove
• 14:49
  that
• 14:50
  this
• 14:50
  business
• 14:50
  works
• 14:51
  without
• 14:51
  me
• 14:51
  in
• 14:51
  it
• 14:52
  day
• 14:52
  to
• 14:52
  day.
• 14:52
  And
• 14:53
  if
• 14:53
  I
• 14:53
  can
• 14:53
  step
• 14:54
  out
• 14:54
  of
• 14:54
  the
• 14:54
  day
• 14:54
  to
• 14:55
  day
• 14:55
  as
• 14:55
  a
• 14:55
  shareholder
• 14:56
  of
• 14:56
  the
• 14:56
  business,
• 14:56
  but
• 14:56
  not
• 14:57
  being
• 14:57
  CE
• 14:57
  CEO
• 14:58
  and
• 14:58
  I
• 14:58
  can,
• 14:59
  you
• 14:59
  know,
• 14:59
  bring
• 14:59
  in
• 15:00
  the
• 15:00
  senior
• 15:00
  personnel
• 15:01
  as
• 15:01
  and
• 15:01
  when
• 15:01
  I'm
• 15:02
  ready
• 15:02
  to
• 15:02
  grow
• 15:02
  my
• 15:03
  family
• 15:03
  further
• 15:03
  or
• 15:04
  being.
• 15:04
  Well,
• 15:04
  you
• 15:05
  know,
• 15:05
  all
• 15:05
  of
• 15:05
  those
• 15:05
  situations
• 15:06
  will
• 15:06
  become
• 15:07
  a
• 15:07
  little
• 15:07
  bit
• 15:07
  easier.
• 15:08
  And
• 15:08
  I've
• 15:08
  also
• 15:08
  done
• 15:09
  it
• 15:09
  for
• 15:09
  seven
• 15:09
  years
• 15:09
  running
• 15:10
  the
• 15:10
  business,
• 15:10
  working
• 15:10
  in
• 15:10
  Influencer
• 15:11
  for
• 15:11
  15,
• 15:12
  16
• 15:12
  years.
• 15:12
  Like,
• 15:13
  it
• 15:13
  also
• 15:13
  gave
• 15:13
  me
• 15:14
  the
• 15:14
  opportunity
• 15:14
  to
• 15:14
  kind
• 15:15
  of
• 15:15
  take
• 15:15
  a
• 15:15
  step
• 15:16
  back
• 15:16
  and
• 15:16
  look
• 15:16
  at
• 15:16
  what
• 15:17
  else
• 15:17
  I
• 15:17
  want
• 15:17
  to
• 15:17
  do
• 15:17
  and
• 15:18
  what
• 15:18
  additional
• 15:18
  strings
• 15:18
  I
• 15:19
  add
• 15:19
  to
• 15:19
  my
• 15:19
  bow
• 15:19
  as
• 15:19
  well
• 15:20
  as
• 15:20
  the
• 15:20
  most
• 15:20
  important
• 15:20
  one
• 15:21
  being
• 15:21
  being
• 15:22
  mom
• 15:22
  first
• 15:22
  and
• 15:23
  foremost.
• 15:24
  You
• 15:24
  know,
• 15:24
  you,
• 15:25
  you.
• 15:26
  The
• 15:26
  point
• 15:26
  you
• 15:26
  touched
• 15:27
  upon
• 15:27
  is
• 15:27
  such
• 15:27
  a
• 15:28
  great
• 15:28
  point
• 15:28
  that
• 15:28
  I
• 15:29
  talk
• 15:29
  about
• 15:29
  a
• 15:29
  little
• 15:29
  bit
• 15:30
  on
• 15:30
  my
• 15:30
  end.
• 15:31
  I
• 15:31
  know
• 15:31
  we
• 15:31
  both
• 15:32
  are
• 15:32
  involved
• 15:32
  in
• 15:32
  mentoring
• 15:33
  programs
• 15:34
  and
• 15:34
  you
• 15:34
  know,
• 15:35
  from
• 15:35
  a
• 15:35
  dad
• 15:36
  perspective,
• 15:36
  I
• 15:36
  have
• 15:37
  four
• 15:37
  children
• 15:37
  of
• 15:37
  my
• 15:38
  own.
• 15:38
  It
• 15:39
  was
• 15:39
  difficult
• 15:40
  not
• 15:41
  to
• 15:41
  anybody
• 15:41
  else,
• 15:41
  really,
• 15:42
  just
• 15:42
  to
• 15:42
  myself
• 15:43
  to,
• 15:43
  you
• 15:43
  know,
• 15:43
  if
• 15:43
  you're
• 15:44
  spending
• 15:44
  too
• 15:44
  much
• 15:44
  time
• 15:45
  on
• 15:45
  one
• 15:45
  thing,
• 15:46
  you
• 15:46
  feel
• 15:46
  like
• 15:46
  you're
• 15:47
  making
• 15:47
  a
• 15:47
  mistake
• 15:47
  and
• 15:48
  missing
• 15:48
  out
• 15:48
  on
• 15:48
  something
• 15:49
  over
• 15:49
  here.
• 15:49
  And
• 15:50
  then
• 15:50
  you
• 15:50
  shuttle
• 15:50
  over
• 15:50
  here
• 15:51
  and
• 15:51
  you're
• 15:51
  like,
• 15:51
  I'm
• 15:51
  missing
• 15:52
  out
• 15:52
  on
• 15:52
  something
• 15:52
  on
• 15:52
  this
• 15:53
  end.
• 15:53
  So
• 15:53
  it's
• 15:53
  very.
• 15:54
  I
• 15:54
  don't
• 15:54
  know
• 15:55
  if
• 15:55
  there's
• 15:55
  any
• 15:55
  right
• 15:55
  answer,
• 15:56
  but
• 15:56
  what
• 15:56
  you
• 15:56
  said
• 15:57
  is
• 15:57
  100%
• 15:57
  accurate.
• 15:58
  You
• 15:58
  can't
• 15:58
  be
• 15:59
  afraid
• 15:59
  to,
• 16:00
  while
• 16:00
  you're
• 16:00
  reinventing
• 16:01
  yourself,
• 16:01
  make
• 16:02
  these
• 16:02
  mistakes
• 16:02
  right.
• 16:03
  You
• 16:03
  have
• 16:03
  the
• 16:04
  baby
• 16:04
  now,
• 16:04
  maybe
• 16:05
  you'll
• 16:05
  have
• 16:05
  other
• 16:05
  children
• 16:06
  along
• 16:06
  the
• 16:06
  way.
• 16:06
  Who
• 16:07
  knows
• 16:07
  where
• 16:07
  life's
• 16:07
  going
• 16:08
  to
• 16:08
  take
• 16:08
  you.
• 16:08
  I'm
• 16:08
  sure
• 16:08
  it's
• 16:09
  going
• 16:09
  to
• 16:09
  be
• 16:09
  somewhere
• 16:09
  wonderful.
• 16:10
  But
• 16:10
  you're
• 16:11
  going
• 16:11
  to
• 16:11
  have
• 16:11
  to
• 16:11
  make
• 16:12
  decisions
• 16:13
  for
• 16:13
  your,
• 16:13
  your
• 16:14
  family,
• 16:14
  for
• 16:14
  your
• 16:15
  children,
• 16:15
  for
• 16:15
  yourself,
• 16:16
  as
• 16:16
  you
• 16:16
  go
• 16:16
  along
• 16:17
  with,
• 16:17
  of
• 16:17
  course,
• 16:18
  knowing
• 16:18
  those
• 16:18
  mistakes
• 16:19
  are
• 16:19
  going
• 16:19
  to
• 16:19
  happen.
• 16:20
  Exactly.
• 16:20
  And
• 16:21
  it's
• 16:21
  part
• 16:21
  of
• 16:21
  it.
• 16:21
  Right.
• 16:21
  When
• 16:22
  you
• 16:22
  run
• 16:22
  a
• 16:22
  business,
• 16:22
  you
• 16:22
  make
• 16:23
  mistakes.
• 16:23
  When
• 16:23
  you're
• 16:23
  a
• 16:24
  parent,
• 16:24
  and
• 16:24
  again,
• 16:25
  you're
• 16:25
  a
• 16:25
  seasoned
• 16:25
  pro,
• 16:26
  your
• 16:26
  kids
• 16:26
  are
• 16:26
  all
• 16:26
  grown
• 16:27
  up
• 16:27
  and
• 16:27
  you
• 16:27
  got
• 16:27
  four
• 16:28
  of
• 16:28
  them.
• 16:28
  You
• 16:28
  know,
• 16:29
  there's
• 16:29
  things
• 16:29
  that
• 16:29
  if
• 16:29
  you
• 16:29
  would,
• 16:30
  those
• 16:30
  situations
• 16:30
  were
• 16:31
  to
• 16:31
  arise
• 16:31
  now,
• 16:31
  you
• 16:31
  would
• 16:32
  do
• 16:32
  them
• 16:32
  differently.
• 16:32
  But
• 16:33
  it's,
• 16:33
  it's
• 16:34
  in
• 16:34
  that
• 16:34
  moment,
• 16:34
  it's
• 16:34
  the
• 16:35
  emotion
• 16:35
  at
• 16:35
  that
• 16:35
  time,
• 16:36
  it
• 16:36
  is
• 16:36
  your
• 16:37
  gut
• 16:37
  instinct
• 16:37
  telling
• 16:38
  you
• 16:38
  what
• 16:38
  intuitively
• 16:39
  feels
• 16:39
  like
• 16:39
  the
• 16:39
  right
• 16:39
  thing
• 16:39
  to
• 16:40
  do.
• 16:40
  And
• 16:40
  I'm
• 16:40
  a
• 16:41
  big
• 16:41
  believer
• 16:41
  in
• 16:42
  following
• 16:42
  your
• 16:42
  gut
• 16:43
  and
• 16:43
  just
• 16:43
  doing
• 16:44
  what
• 16:44
  intuitively
• 16:45
  does
• 16:45
  feel
• 16:45
  right.
• 16:46
  And
• 16:46
  as
• 16:47
  you
• 16:47
  say,
• 16:47
  that
• 16:47
  can
• 16:47
  take
• 16:47
  you
• 16:48
  down
• 16:48
  various
• 16:48
  different
• 16:48
  paths.
• 16:49
  But
• 16:49
  that's
• 16:49
  part
• 16:49
  of
• 16:49
  the
• 16:50
  fun
• 16:50
  of
• 16:50
  it.
• 16:51
  I
• 16:51
  will
• 16:51
  tell
• 16:51
  you
• 16:51
  this
• 16:52
  as
• 16:52
  I'm
• 16:52
  in
• 16:52
  the
• 16:53
  heart
• 16:53
  of
• 16:53
  it
• 16:53
  right
• 16:53
  now.
• 16:53
  Start
• 16:54
  saving
• 16:54
  for
• 16:54
  university
• 16:55
  now.
• 16:55
  You'll
• 16:56
  thank
• 16:56
  yourself
• 16:56
  down
• 16:56
  the
• 16:57
  road.
• 16:57
  That's
• 16:57
  a
• 16:57
  whole.
• 16:58
  We'll
• 16:58
  have
• 16:58
  a
• 16:58
  discussion
• 16:59
  in
• 16:59
  a
• 16:59
  couple
• 16:59
  years
• 16:59
  about
• 17:00
  that.
• 17:00
  But
• 17:00
  I
• 17:01
  wanted
• 17:01
  to
• 17:01
  talk
• 17:01
  about.
• 17:04
  I
• 17:04
  wanted
• 17:04
  to
• 17:04
  talk
• 17:05
  about
• 17:05
  the
• 17:05
  mentoring.
• 17:06
  I
• 17:06
  know
• 17:06
  that
• 17:06
  you
• 17:07
  are
• 17:07
  asked
• 17:07
  quite
• 17:08
  frequently
• 17:08
  to
• 17:08
  be
• 17:09
  on
• 17:09
  the
• 17:09
  likes
• 17:09
  of
• 17:10
  the
• 17:10
  BBC
• 17:10
  and
• 17:10
  Sky.
• 17:11
  Everybody
• 17:12
  loves
• 17:12
  to
• 17:12
  hear
• 17:13
  your
• 17:13
  history
• 17:13
  and
• 17:14
  how
• 17:14
  you've
• 17:14
  gone
• 17:15
  about
• 17:15
  your
• 17:15
  success
• 17:15
  story.
• 17:16
  And
• 17:16
  I'm
• 17:17
  sure
• 17:17
  that
• 17:17
  attracts
• 17:18
  the
• 17:18
  new
• 17:18
  graduates,
• 17:19
  it
• 17:19
  attracts
• 17:20
  people
• 17:20
  that
• 17:20
  are
• 17:20
  looking
• 17:20
  to
• 17:21
  switch
• 17:21
  jobs,
• 17:21
  maybe
• 17:22
  into
• 17:22
  your
• 17:23
  marketplace
• 17:24
  that
• 17:24
  something
• 17:24
  you're
• 17:25
  saying
• 17:25
  is
• 17:25
  really
• 17:25
  triggering
• 17:26
  on
• 17:26
  their
• 17:26
  end
• 17:26
  or
• 17:27
  that's
• 17:27
  really
• 17:27
  resonating
• 17:28
  for
• 17:28
  them.
• 17:29
  Talk
• 17:29
  a
• 17:29
  little
• 17:29
  bit
• 17:29
  about
• 17:30
  to
• 17:30
  that
• 17:30
  about.
• 17:30
  I
• 17:30
  know
• 17:31
  you've
• 17:31
  helped
• 17:31
  place
• 17:32
  numerous
• 17:32
  people
• 17:33
  along
• 17:33
  the
• 17:34
  way
• 17:34
  too,
• 17:34
  in
• 17:35
  our
• 17:35
  world.
• 17:35
  Maybe
• 17:35
  talk
• 17:36
  a
• 17:36
  little
• 17:36
  bit
• 17:36
  about
• 17:36
  to
• 17:36
  that
• 17:37
  as
• 17:37
  to
• 17:37
  how
• 17:37
  the
• 17:37
  folks
• 17:38
  reach
• 17:38
  out
• 17:39
  to
• 17:39
  you
• 17:39
  to
• 17:40
  connect
• 17:40
  about
• 17:42
  next
• 17:42
  steps
• 17:42
  or
• 17:43
  how
• 17:43
  to
• 17:43
  get
• 17:43
  started
• 17:43
  or.
• 17:44
  I
• 17:44
  made
• 17:44
  a
• 17:44
  mistake.
• 17:45
  Can
• 17:45
  you
• 17:45
  help
• 17:45
  me
• 17:46
  with
• 17:46
  this?
• 17:47
  Yeah.
• 17:47
  It's
• 17:47
  actually
• 17:48
  one
• 17:48
  of
• 17:48
  the
• 17:48
  things
• 17:48
  I
• 17:48
  enjoy
• 17:49
  most
• 17:50
  because
• 17:51
  I
• 17:52
  can
• 17:52
  share
• 17:52
  those
• 17:52
  war
• 17:53
  wounds,
• 17:53
  those
• 17:53
  experiences
• 17:54
  and
• 17:54
  help
• 17:54
  people
• 17:54
  to
• 17:55
  make
• 17:55
  different
• 17:55
  decisions.
• 17:56
  But
• 17:56
  I
• 17:57
  think
• 17:57
  the
• 17:57
  main
• 17:57
  reason
• 17:57
  and
• 17:58
  why
• 17:58
  I
• 17:58
  get
• 17:58
  so
• 17:58
  much
• 17:59
  joy
• 17:59
  from
• 17:59
  it
• 17:59
  is
• 17:59
  when
• 17:59
  I
• 18:00
  start,
• 18:00
  as
• 18:00
  I
• 18:00
  said,
• 18:00
  as
• 18:00
  I
• 18:00
  started
• 18:01
  working
• 18:01
  in
• 18:01
  social
• 18:01
  media,
• 18:02
  no
• 18:02
  one
• 18:03
  knew
• 18:03
  what
• 18:03
  it
• 18:03
  was
• 18:03
  and
• 18:03
  that
• 18:03
  wasn't
• 18:04
  what
• 18:04
  anyone
• 18:04
  else
• 18:04
  was
• 18:04
  doing.
• 18:05
  Which
• 18:05
  also
• 18:06
  meant
• 18:06
  when
• 18:06
  I
• 18:06
  wanted
• 18:06
  to
• 18:06
  turn
• 18:07
  to
• 18:07
  somewhere
• 18:07
  for
• 18:07
  advice
• 18:08
  or
• 18:08
  to
• 18:08
  ask
• 18:08
  a
• 18:08
  question,
• 18:08
  there
• 18:09
  wasn't
• 18:09
  someone
• 18:09
  that
• 18:09
  had
• 18:10
  been
• 18:10
  there.
• 18:11
  But
• 18:11
  when
• 18:11
  I
• 18:11
  started
• 18:11
  my
• 18:12
  first,
• 18:12
  like
• 18:12
  corporate
• 18:13
  job,
• 18:13
  I
• 18:14
  was
• 18:14
  the
• 18:14
  youngest
• 18:14
  person
• 18:15
  in
• 18:15
  that
• 18:15
  head
• 18:15
  office
• 18:15
  by
• 18:16
  seven
• 18:16
  years
• 18:16
  and
• 18:16
  it
• 18:16
  was
• 18:17
  a
• 18:17
  predominantly
• 18:17
  male
• 18:17
  environment.
• 18:18
  And
• 18:19
  what
• 18:19
  I
• 18:19
  actually
• 18:19
  did
• 18:19
  learn
• 18:20
  was
• 18:20
  a
• 18:20
  lot
• 18:20
  of
• 18:20
  people
• 18:21
  like,
• 18:21
  oh,
• 18:21
  you
• 18:21
  just
• 18:21
  presented,
• 18:22
  let
• 18:22
  me
• 18:22
  just
• 18:22
  tell
• 18:23
  you
• 18:23
  a
• 18:23
  few
• 18:23
  tips
• 18:23
  and
• 18:23
  tricks
• 18:24
  here
• 18:24
  or
• 18:25
  right,
• 18:25
  you're
• 18:25
  going
• 18:25
  to
• 18:25
  this,
• 18:26
  you
• 18:26
  know,
• 18:26
  Apple
• 18:27
  event.
• 18:27
  Let
• 18:27
  me
• 18:27
  tell
• 18:27
  you
• 18:28
  how
• 18:28
  to
• 18:28
  network,
• 18:28
  how
• 18:28
  to
• 18:29
  work
• 18:29
  the
• 18:29
  room.
• 18:29
  And
• 18:30
  I
• 18:30
  was
• 18:30
  in
• 18:30
  such
• 18:30
  a
• 18:30
  fortunate
• 18:31
  position
• 18:31
  where
• 18:31
  I
• 18:32
  they
• 18:32
  weren't
• 18:32
  official
• 18:33
  mentors,
• 18:33
  but
• 18:33
  because
• 18:34
  I
• 18:34
  was
• 18:34
  this
• 18:34
  anomaly
• 18:35
  in
• 18:35
  the
• 18:35
  office,
• 18:35
  I
• 18:35
  got
• 18:36
  a
• 18:36
  lot
• 18:36
  of
• 18:36
  grounding
• 18:37
  and
• 18:37
  support
• 18:37
  that
• 18:37
  obviously
• 18:38
  helped
• 18:38
  me
• 18:38
  in
• 18:38
  my
• 18:38
  career
• 18:39
  and
• 18:40
  I
• 18:40
  wanted
• 18:40
  to
• 18:40
  make
• 18:40
  sure
• 18:41
  that
• 18:41
  there
• 18:41
  was
• 18:41
  a
• 18:42
  place
• 18:42
  and
• 18:42
  a
• 18:42
  support
• 18:43
  system
• 18:43
  that
• 18:43
  if
• 18:43
  people
• 18:44
  were
• 18:44
  trying
• 18:44
  to
• 18:44
  work
• 18:44
  out,
• 18:45
  like,
• 18:45
  what
• 18:45
  is
• 18:45
  next.
• 18:46
  So
• 18:46
  like
• 18:47
  social
• 18:47
  media
• 18:47
  is
• 18:48
  now
• 18:48
  not,
• 18:48
  not
• 18:48
  new.
• 18:49
  I
• 18:49
  would
• 18:49
  love
• 18:49
  to
• 18:49
  see
• 18:49
  the
• 18:50
  figures
• 18:50
  on
• 18:50
  the
• 18:50
  amount
• 18:50
  of
• 18:51
  people
• 18:51
  that
• 18:51
  now
• 18:51
  say
• 18:51
  they
• 18:52
  want
• 18:52
  to
• 18:52
  work
• 18:52
  in
• 18:52
  social
• 18:52
  media
• 18:53
  or
• 18:53
  actually
• 18:54
  apply
• 18:54
  to
• 18:54
  jobs
• 18:54
  that
• 18:55
  have
• 18:55
  nothing
• 18:55
  to
• 18:55
  do
• 18:55
  with
• 18:56
  social
• 18:56
  but
• 18:56
  actually
• 18:57
  end
• 18:57
  up
• 18:57
  doing
• 18:57
  some
• 18:57
  sort
• 18:58
  of
• 18:58
  social.
• 18:59
  And
• 19:00
  so,
• 19:00
  but
• 19:00
  it's
• 19:00
  like
• 19:01
  helping
• 19:01
  people
• 19:01
  to
• 19:01
  understand
• 19:02
  like
• 19:02
  what
• 19:02
  is
• 19:02
  next
• 19:03
  and
• 19:04
  how
• 19:04
  can
• 19:04
  they
• 19:05
  make
• 19:05
  sure
• 19:05
  that
• 19:05
  they
• 19:05
  are
• 19:05
  leveling
• 19:06
  up
• 19:06
  their
• 19:06
  career
• 19:06
  and
• 19:06
  that
• 19:07
  they're
• 19:07
  one
• 19:07
  step
• 19:07
  ahead
• 19:08
  and,
• 19:09
  and
• 19:09
  so
• 19:09
  there's
• 19:10
  that
• 19:10
  sense
• 19:10
  in
• 19:10
  the
• 19:11
  help
• 19:11
  of
• 19:11
  helping
• 19:12
  others
• 19:12
  to
• 19:12
  build
• 19:12
  their
• 19:12
  career.
• 19:13
  To
• 19:14
  your
• 19:14
  point,
• 19:14
  I've
• 19:14
  also
• 19:14
  met
• 19:15
  really
• 19:15
  amazing,
• 19:16
  interesting
• 19:16
  people
• 19:16
  that
• 19:16
  I've
• 19:17
  then
• 19:17
  been
• 19:17
  able
• 19:17
  to
• 19:17
  hire
• 19:18
  because
• 19:18
  I
• 19:18
  had
• 19:18
  the
• 19:18
  business
• 19:19
  and
• 19:19
  we
• 19:19
  used
• 19:20
  to
• 19:20
  do
• 19:20
  something
• 19:20
  at
• 19:20
  the
• 19:20
  business
• 19:21
  called
• 19:21
  Career
• 19:21
  Kickstarter,
• 19:22
  which
• 19:22
  was
• 19:22
  a
• 19:23
  day
• 19:23
  we
• 19:23
  gave
• 19:23
  away
• 19:23
  everyone
• 19:24
  in
• 19:24
  the
• 19:24
  team
• 19:25
  would
• 19:25
  give
• 19:25
  away
• 19:26
  and
• 19:26
  anyone
• 19:26
  could
• 19:27
  book
• 19:27
  in
• 19:27
  time.
• 19:27
  Predominantly
• 19:28
  targeted
• 19:28
  at
• 19:29
  people
• 19:29
  from
• 19:29
  underprivileged
• 19:30
  backgrounds
• 19:31
  so
• 19:31
  that
• 19:31
  we
• 19:31
  could
• 19:31
  give
• 19:31
  them
• 19:32
  that
• 19:32
  support
• 19:32
  and
• 19:32
  try
• 19:32
  and
• 19:33
  get
• 19:33
  that
• 19:33
  kind
• 19:33
  of
• 19:33
  first
• 19:34
  step
• 19:34
  on
• 19:34
  the
• 19:34
  career
• 19:34
  ladder.
• 19:35
  And
• 19:35
  every
• 19:36
  year
• 19:36
  without
• 19:36
  fail,
• 19:36
  we
• 19:36
  hired
• 19:37
  two
• 19:37
  or
• 19:37
  three
• 19:37
  people
• 19:38
  because
• 19:39
  I
• 19:39
  actually
• 19:39
  just
• 19:40
  posted
• 19:40
  about
• 19:40
  this
• 19:40
  today
• 19:41
  on
• 19:41
  LinkedIn.
• 19:41
  But
• 19:41
  like,
• 19:41
  I'm
• 19:42
  all
• 19:42
  about
• 19:42
  the
• 19:42
  underdog.
• 19:43
  I
• 19:43
  don't
• 19:43
  care
• 19:44
  how
• 19:44
  much
• 19:44
  experience
• 19:45
  you've
• 19:45
  got,
• 19:45
  I
• 19:45
  don't
• 19:46
  care
• 19:46
  how
• 19:46
  big
• 19:46
  of
• 19:46
  an
• 19:46
  organization
• 19:47
  you've
• 19:47
  worked.
• 19:48
  If
• 19:48
  you
• 19:48
  are
• 19:49
  someone
• 19:49
  that
• 19:49
  has
• 19:49
  got
• 19:50
  a
• 19:50
  bit
• 19:50
  of
• 19:50
  grit,
• 19:50
  who
• 19:50
  will
• 19:51
  just
• 19:52
  roll
• 19:52
  their
• 19:52
  sleeves
• 19:52
  up
• 19:52
  and
• 19:53
  work
• 19:53
  it
• 19:53
  out,
• 19:53
  that
• 19:53
  is
• 19:53
  always
• 19:54
  going
• 19:54
  to
• 19:54
  be
• 19:54
  a
• 19:54
  better
• 19:54
  hire
• 19:55
  for
• 19:55
  me
• 19:55
  and
• 19:55
  my
• 19:55
  working
• 19:56
  style
• 19:57
  and
• 19:58
  so
• 19:58
  always
• 19:58
  kind
• 19:58
  of
• 19:58
  like
• 19:59
  love
• 19:59
  doing
• 19:59
  that.
• 19:59
  And
• 20:00
  actually
• 20:00
  again,
• 20:01
  the
• 20:01
  joy
• 20:01
  of
• 20:01
  not
• 20:02
  being
• 20:02
  in
• 20:02
  the
• 20:02
  business
• 20:03
  day
• 20:03
  to
• 20:03
  day
• 20:04
  is
• 20:04
  that
• 20:04
  I've
• 20:04
  been
• 20:05
  able
• 20:05
  to
• 20:05
  spend
• 20:05
  a
• 20:05
  lot
• 20:05
  more
• 20:06
  Time
• 20:06
  mentoring,
• 20:07
  like
• 20:08
  my
• 20:08
  favorite
• 20:08
  stat
• 20:08
  at
• 20:09
  the
• 20:09
  moment.
• 20:09
  So
• 20:09
  like
• 20:09
  Gen
• 20:10
  Alpha
• 20:10
  who
• 20:10
  are
• 20:11
  still
• 20:11
  being
• 20:11
  born
• 20:12
  to
• 20:12
  13,
• 20:13
  65%
• 20:14
  of
• 20:14
  the
• 20:14
  jobs
• 20:14
  that
• 20:15
  they
• 20:15
  will
• 20:15
  have
• 20:15
  when
• 20:15
  they
• 20:15
  are
• 20:16
  my
• 20:16
  age
• 20:16
  don't
• 20:16
  even
• 20:16
  exist
• 20:17
  today.
• 20:18
  So
• 20:19
  I
• 20:19
  keep
• 20:19
  getting
• 20:19
  asked
• 20:19
  to
• 20:19
  go
• 20:19
  into
• 20:20
  schools.
• 20:20
  Yeah.
• 20:21
  And
• 20:21
  do
• 20:21
  like
• 20:21
  career
• 20:22
  counseling.
• 20:22
  And
• 20:23
  I'm
• 20:23
  like,
• 20:23
  I
• 20:23
  can
• 20:24
  coach
• 20:24
  you
• 20:24
  on
• 20:24
  like
• 20:25
  what
• 20:25
  I
• 20:25
  do,
• 20:25
  but
• 20:26
  this
• 20:26
  isn't
• 20:26
  what
• 20:26
  they're
• 20:26
  going
• 20:27
  to
• 20:27
  be
• 20:27
  doing.
• 20:27
  Right.
• 20:27
  Right.
• 20:28
  So
• 20:28
  like
• 20:28
  let
• 20:28
  me
• 20:29
  help
• 20:29
  you
• 20:29
  to
• 20:30
  navigate
• 20:30
  more
• 20:30
  about
• 20:31
  where
• 20:31
  the
• 20:31
  position
• 20:32
  I
• 20:32
  was
• 20:32
  in
• 20:32
  when
• 20:32
  I
• 20:32
  was
• 20:33
  doing
• 20:33
  something
• 20:33
  that
• 20:34
  no
• 20:34
  one
• 20:34
  else
• 20:34
  had
• 20:35
  done
• 20:35
  before,
• 20:35
  that
• 20:35
  there
• 20:35
  wasn't
• 20:36
  an
• 20:36
  expert
• 20:36
  to
• 20:36
  learn
• 20:37
  from,
• 20:37
  that
• 20:37
  there
• 20:37
  wasn't
• 20:38
  a
• 20:39
  masterclass
• 20:39
  or
• 20:40
  a
• 20:40
  course
• 20:40
  here
• 20:40
  of
• 20:41
  like
• 20:41
  an
• 20:41
  idiot's
• 20:41
  guide
• 20:42
  to
• 20:42
  growing
• 20:43
  your
• 20:43
  Instagram
• 20:43
  or
• 20:44
  driving
• 20:44
  commercial
• 20:45
  commerce
• 20:45
  through
• 20:46
  TikTok
• 20:47
  it.
• 20:47
  You
• 20:47
  just
• 20:48
  had
• 20:48
  to
• 20:48
  learn
• 20:48
  on
• 20:49
  the
• 20:49
  go.
• 20:49
  And
• 20:49
  I
• 20:49
  think
• 20:49
  that's
• 20:50
  the
• 20:50
  joy
• 20:50
  of
• 20:50
  kind
• 20:50
  of
• 20:51
  the
• 20:51
  next
• 20:51
  kind
• 20:52
  of
• 20:52
  digital
• 20:53
  revolution
• 20:54
  evolution
• 20:54
  kind
• 20:55
  of
• 20:55
  that
• 20:55
  we're
• 20:55
  in
• 20:56
  is
• 20:56
  just
• 20:56
  like
• 20:57
  understand
• 20:58
  that
• 20:58
  what
• 20:58
  is
• 20:58
  happening
• 20:59
  is
• 21:00
  not
• 21:00
  what
• 21:00
  you
• 21:00
  can
• 21:01
  plan
• 21:01
  for
• 21:01
  just
• 21:01
  yet.
• 21:03
  When
• 21:03
  you
• 21:04
  said
• 21:04
  that
• 21:04
  those
• 21:05
  jobs
• 21:05
  haven't
• 21:06
  even
• 21:06
  been
• 21:06
  created
• 21:07
  yet.
• 21:07
  I
• 21:08
  had
• 21:08
  read
• 21:08
  that
• 21:08
  once
• 21:08
  before
• 21:09
  and
• 21:09
  it's
• 21:09
  so
• 21:09
  true.
• 21:10
  And
• 21:10
  it
• 21:10
  goes
• 21:11
  back
• 21:11
  to
• 21:11
  a
• 21:11
  conversation
• 21:12
  that
• 21:12
  I
• 21:12
  had
• 21:12
  with
• 21:13
  my
• 21:13
  17
• 21:13
  year
• 21:13
  old
• 21:14
  who's
• 21:14
  graduating
• 21:15
  high
• 21:15
  school
• 21:15
  this
• 21:15
  year,
• 21:16
  picking
• 21:16
  between
• 21:17
  the
• 21:17
  colleges
• 21:17
  he
• 21:18
  wants
• 21:18
  to
• 21:18
  go
• 21:18
  to.
• 21:18
  He's
• 21:19
  not
• 21:19
  really
• 21:19
  sure.
• 21:20
  But
• 21:20
  most
• 21:20
  of
• 21:20
  all
• 21:20
  he
• 21:20
  doesn't
• 21:20
  know
• 21:21
  what
• 21:21
  he
• 21:21
  wants
• 21:21
  to
• 21:21
  do,
• 21:21
  which
• 21:21
  I'm
• 21:22
  sure
• 21:22
  most
• 21:22
  kids
• 21:23
  that
• 21:23
  are
• 21:23
  just
• 21:24
  coming
• 21:24
  up
• 21:24
  through
• 21:24
  the
• 21:24
  system,
• 21:25
  regardless
• 21:26
  of
• 21:26
  which
• 21:26
  continent
• 21:27
  you
• 21:27
  live
• 21:27
  on,
• 21:27
  are
• 21:27
  the
• 21:28
  same
• 21:28
  way.
• 21:28
  They
• 21:28
  don't,
• 21:28
  they
• 21:28
  don't
• 21:29
  know,
• 21:29
  you
• 21:29
  know,
• 21:29
  they
• 21:29
  want
• 21:30
  to
• 21:30
  make
• 21:30
  a
• 21:30
  lot
• 21:30
  of
• 21:30
  money.
• 21:30
  They
• 21:30
  don't
• 21:31
  want
• 21:31
  to
• 21:31
  do
• 21:31
  this,
• 21:31
  they
• 21:31
  want
• 21:31
  to
• 21:31
  do
• 21:31
  that.
• 21:32
  So
• 21:32
  I
• 21:32
  was
• 21:32
  talking
• 21:33
  to
• 21:33
  him
• 21:33
  and
• 21:33
  I
• 21:33
  was
• 21:33
  saying
• 21:33
  maybe
• 21:34
  data
• 21:34
  and
• 21:35
  analytics,
• 21:35
  you
• 21:35
  know,
• 21:36
  used
• 21:36
  to
• 21:36
  be
• 21:36
  called
• 21:36
  statistics,
• 21:37
  now
• 21:37
  it's
• 21:38
  very
• 21:38
  fashionable
• 21:38
  to
• 21:38
  call
• 21:38
  it
• 21:39
  data
• 21:39
  and
• 21:39
  analytics
• 21:40
  because
• 21:40
  at
• 21:40
  least
• 21:40
  on
• 21:41
  my
• 21:41
  end,
• 21:41
  I
• 21:41
  know
• 21:41
  a
• 21:42
  lot
• 21:42
  of
• 21:42
  companies
• 21:43
  scurry
• 21:43
  to
• 21:43
  pull
• 21:44
  in
• 21:44
  people
• 21:44
  that,
• 21:45
  that
• 21:45
  can
• 21:46
  evaluate
• 21:46
  that
• 21:47
  sort
• 21:47
  of
• 21:47
  stuff.
• 21:47
  Because
• 21:48
  the
• 21:48
  roi,
• 21:49
  that
• 21:49
  return
• 21:49
  on
• 21:49
  investment
• 21:51
  for
• 21:51
  using
• 21:52
  an
• 21:52
  agency
• 21:53
  or
• 21:53
  using
• 21:53
  a
• 21:53
  service
• 21:54
  like
• 21:54
  pims
• 21:55
  is
• 21:55
  always
• 21:55
  paramount
• 21:56
  when
• 21:56
  we
• 21:56
  talk
• 21:56
  to
• 21:56
  new
• 21:56
  clients.
• 21:57
  Right.
• 21:57
  Like
• 21:58
  this
• 21:58
  is
• 21:58
  great.
• 21:59
  We
• 21:59
  just
• 21:59
  want
• 21:59
  to
• 21:59
  make
• 22:00
  sure
• 22:00
  that
• 22:00
  the
• 22:00
  ROI
• 22:01
  is
• 22:01
  there
• 22:01
  for
• 22:01
  the
• 22:01
  amount
• 22:01
  of
• 22:02
  spend.
• 22:02
  Right.
• 22:02
  So
• 22:03
  maybe
• 22:03
  you
• 22:03
  can
• 22:03
  talk
• 22:04
  since
• 22:04
  you
• 22:04
  were
• 22:04
  on
• 22:05
  that
• 22:05
  end
• 22:05
  of
• 22:05
  things,
• 22:06
  tell
• 22:06
  me
• 22:06
  a
• 22:06
  little
• 22:06
  bit
• 22:06
  about
• 22:07
  how
• 22:07
  you
• 22:08
  navigated
• 22:08
  that
• 22:09
  when
• 22:09
  you're
• 22:09
  talking
• 22:09
  because
• 22:10
  we're
• 22:10
  selling
• 22:11
  you
• 22:11
  or
• 22:12
  talking
• 22:12
  to
• 22:12
  you
• 22:12
  as
• 22:12
  our
• 22:13
  client,
• 22:13
  but
• 22:13
  you're
• 22:13
  then
• 22:14
  spinning
• 22:14
  around
• 22:14
  and
• 22:14
  doing
• 22:15
  likewise
• 22:15
  to
• 22:16
  your
• 22:16
  clients.
• 22:16
  How
• 22:17
  do
• 22:17
  you
• 22:17
  produce
• 22:17
  that
• 22:18
  roi,
• 22:18
  how
• 22:19
  do
• 22:19
  you
• 22:19
  show
• 22:20
  them
• 22:20
  that
• 22:21
  this
• 22:21
  send
• 22:21
  out
• 22:21
  is
• 22:22
  going
• 22:22
  to
• 22:22
  be
• 22:22
  worth
• 22:22
  this
• 22:22
  much
• 22:23
  in
• 22:23
  total
• 22:23
  capture?
• 22:25
  Yeah.
• 22:25
  So
• 22:25
  I
• 22:25
  would
• 22:26
  say
• 22:26
  to
• 22:26
  any
• 22:26
  client
• 22:27
  that
• 22:27
  you
• 22:28
  don't
• 22:28
  know
• 22:28
  what
• 22:28
  success
• 22:29
  looks
• 22:29
  like
• 22:30
  unless
• 22:30
  you
• 22:30
  set
• 22:31
  out
• 22:31
  what
• 22:31
  good
• 22:31
  looks
• 22:32
  like
• 22:32
  upfront.
• 22:33
  And
• 22:33
  often
• 22:33
  we
• 22:34
  would
• 22:34
  get
• 22:34
  a
• 22:34
  brief
• 22:35
  that
• 22:35
  says,
• 22:35
  you
• 22:35
  know,
• 22:35
  we've
• 22:35
  got
• 22:36
  100
• 22:36
  grand,
• 22:37
  we
• 22:37
  just
• 22:37
  want
• 22:37
  to
• 22:37
  work
• 22:38
  an
• 22:38
  influencer.
• 22:39
  And
• 22:39
  I
• 22:39
  think
• 22:39
  that
• 22:39
  was
• 22:39
  one
• 22:39
  of
• 22:39
  the
• 22:40
  negative
• 22:40
  parts
• 22:41
  of
• 22:41
  my
• 22:41
  industry
• 22:41
  was
• 22:42
  that
• 22:42
  because
• 22:42
  people
• 22:43
  felt
• 22:43
  it
• 22:43
  was
• 22:43
  new,
• 22:44
  it
• 22:44
  wasn't
• 22:44
  part
• 22:44
  of
• 22:44
  the
• 22:44
  marketing
• 22:45
  mix,
• 22:45
  it
• 22:46
  was
• 22:46
  this
• 22:46
  trial
• 22:46
  and
• 22:46
  test
• 22:47
  budget
• 22:47
  and
• 22:47
  let's
• 22:47
  see
• 22:48
  what
• 22:48
  happens.
• 22:49
  And
• 22:49
  I
• 22:49
  would
• 22:49
  force
• 22:50
  all
• 22:50
  of
• 22:50
  our
• 22:50
  clients
• 22:51
  to
• 22:51
  have
• 22:51
  an
• 22:51
  expectation
• 22:53
  and
• 22:53
  that
• 22:53
  could
• 22:53
  be
• 22:53
  we
• 22:54
  want
• 22:54
  to
• 22:54
  generate
• 22:54
  eyeballs,
• 22:55
  we
• 22:55
  want
• 22:55
  to
• 22:55
  generate
• 22:55
  awareness
• 22:56
  and
• 22:56
  we
• 22:56
  just
• 22:57
  want
• 22:57
  to
• 22:57
  get
• 22:57
  the
• 22:57
  message
• 22:58
  out
• 22:58
  there.
• 22:59
  So
• 22:59
  then
• 22:59
  the
• 22:59
  way
• 22:59
  that
• 22:59
  we
• 23:00
  would
• 23:00
  measure
• 23:00
  success
• 23:00
  would
• 23:01
  be
• 23:01
  on
• 23:01
  what
• 23:01
  I
• 23:01
  would
• 23:01
  call
• 23:02
  more
• 23:02
  vanity
• 23:02
  metrics.
• 23:03
  But
• 23:03
  it
• 23:03
  would
• 23:04
  also
• 23:04
  be
• 23:04
  like
• 23:04
  did
• 23:04
  it
• 23:04
  get
• 23:05
  column
• 23:05
  inches?
• 23:06
  Was
• 23:06
  it
• 23:06
  in
• 23:06
  the,
• 23:06
  you
• 23:06
  know,
• 23:07
  was
• 23:07
  it
• 23:07
  covered
• 23:07
  in
• 23:07
  the
• 23:07
  press?
• 23:08
  And
• 23:08
  how,
• 23:09
  what
• 23:09
  does
• 23:09
  that
• 23:10
  mean
• 23:10
  and
• 23:10
  equate
• 23:10
  to
• 23:11
  from
• 23:11
  an
• 23:11
  earned
• 23:11
  media
• 23:12
  value
• 23:12
  and
• 23:12
  how
• 23:13
  does
• 23:13
  that
• 23:13
  then
• 23:13
  challenge
• 23:14
  other
• 23:15
  streams?
• 23:16
  But
• 23:16
  the
• 23:16
  bit
• 23:16
  for
• 23:17
  me
• 23:17
  where
• 23:17
  it
• 23:17
  gets
• 23:17
  really
• 23:17
  fun
• 23:18
  is
• 23:18
  when
• 23:18
  you're
• 23:18
  working
• 23:18
  with
• 23:19
  like
• 23:19
  a
• 23:19
  retailer
• 23:20
  or
• 23:20
  an
• 23:20
  E
• 23:20
  comm
• 23:20
  platform
• 23:21
  that
• 23:21
  we're
• 23:21
  like,
• 23:21
  no,
• 23:21
  we
• 23:22
  want
• 23:22
  to
• 23:22
  drive
• 23:22
  sales,
• 23:22
  if
• 23:22
  we're
• 23:23
  spending
• 23:23
  X,
• 23:23
  we
• 23:23
  want
• 23:23
  to
• 23:24
  deliver
• 23:24
  Y.
• 23:25
  And
• 23:25
  so
• 23:25
  everything
• 23:26
  we
• 23:26
  do
• 23:26
  would
• 23:26
  have
• 23:27
  a
• 23:27
  tracked
• 23:27
  UTM
• 23:28
  alongside
• 23:29
  it.
• 23:30
  The
• 23:30
  more
• 23:30
  access
• 23:31
  that
• 23:31
  a
• 23:31
  client
• 23:31
  would
• 23:32
  give
• 23:32
  us
• 23:32
  to
• 23:32
  their
• 23:32
  back
• 23:32
  end,
• 23:33
  obviously
• 23:33
  the
• 23:33
  better
• 23:33
  that
• 23:34
  our
• 23:34
  reporting
• 23:34
  could
• 23:34
  be
• 23:35
  and
• 23:35
  our
• 23:35
  education
• 23:36
  around
• 23:36
  what's
• 23:37
  working
• 23:37
  and
• 23:37
  what
• 23:37
  wouldn't.
• 23:38
  But
• 23:38
  we
• 23:38
  were
• 23:38
  looking
• 23:38
  at
• 23:39
  obviously
• 23:40
  like
• 23:40
  growth
• 23:40
  across
• 23:41
  social
• 23:41
  brand
• 23:42
  uplift
• 23:42
  studies.
• 23:43
  What
• 23:43
  was
• 23:43
  your
• 23:43
  perception
• 23:43
  pre
• 23:44
  and
• 23:44
  posting
• 23:44
  the
• 23:44
  brand?
• 23:45
  But
• 23:45
  what's
• 23:45
  the
• 23:46
  click
• 23:46
  through
• 23:46
  rate,
• 23:46
  what's
• 23:46
  the
• 23:47
  bounce
• 23:47
  rate,
• 23:47
  what's
• 23:47
  the
• 23:48
  average
• 23:48
  basket
• 23:48
  value,
• 23:49
  what
• 23:49
  is
• 23:50
  the
• 23:50
  cost
• 23:50
  per
• 23:50
  new
• 23:51
  customer?
• 23:51
  And
• 23:52
  all
• 23:52
  of
• 23:52
  those
• 23:52
  metrics
• 23:53
  would
• 23:53
  vary
• 23:53
  and
• 23:54
  change
• 23:54
  based
• 23:54
  on
• 23:55
  the
• 23:55
  client
• 23:55
  and
• 23:55
  what
• 23:56
  those
• 23:56
  results
• 23:57
  and
• 23:57
  what
• 23:57
  look
• 23:58
  good
• 23:58
  look
• 23:58
  like
• 23:58
  for
• 23:58
  them.
• 23:59
  Well
• 24:00
  said.
• 24:00
  That's
• 24:00
  always
• 24:00
  a
• 24:01
  bit
• 24:01
  of
• 24:01
  a
• 24:01
  struggle
• 24:01
  on
• 24:02
  my
• 24:02
  end
• 24:02
  because
• 24:02
  we
• 24:02
  want
• 24:02
  to
• 24:03
  produce
• 24:03
  that
• 24:04
  for
• 24:04
  the
• 24:04
  client
• 24:04
  and
• 24:04
  be
• 24:05
  able
• 24:05
  to
• 24:05
  share
• 24:05
  that
• 24:05
  with
• 24:05
  them.
• 24:06
  But
• 24:06
  a
• 24:06
  lot
• 24:06
  of
• 24:07
  times
• 24:07
  it's,
• 24:07
  it's
• 24:08
  hard
• 24:08
  hearing
• 24:08
  from
• 24:08
  them
• 24:08
  exactly
• 24:09
  what
• 24:09
  it
• 24:09
  is
• 24:09
  they
• 24:09
  need
• 24:10
  to
• 24:10
  information
• 24:11
  to
• 24:11
  give
• 24:11
  back.
• 24:11
  So
• 24:12
  it's
• 24:12
  nice
• 24:12
  to
• 24:12
  put
• 24:12
  it
• 24:12
  in
• 24:12
  perspective.
• 24:16
  What
• 24:17
  comes
• 24:17
  to
• 24:18
  mind
• 24:18
  when
• 24:18
  you
• 24:18
  think
• 24:18
  of
• 24:19
  really
• 24:20
  great
• 24:20
  outreach
• 24:20
  that
• 24:20
  you've
• 24:21
  seen?
• 24:21
  You
• 24:21
  gave
• 24:22
  us
• 24:22
  your,
• 24:22
  your
• 24:22
  example
• 24:23
  with
• 24:23
  Red
• 24:23
  Bull,
• 24:23
  but
• 24:24
  along
• 24:24
  the
• 24:24
  way,
• 24:24
  what
• 24:24
  types
• 24:25
  of
• 24:25
  send
• 24:26
  outs
• 24:26
  or
• 24:26
  distribution
• 24:27
  or
• 24:27
  even
• 24:27
  if
• 24:27
  it's
• 24:28
  ones
• 24:28
  that
• 24:28
  you
• 24:28
  weren't
• 24:28
  involved
• 24:29
  with
• 24:29
  that
• 24:29
  you
• 24:29
  saw
• 24:29
  online
• 24:30
  that
• 24:30
  are
• 24:30
  memorable
• 24:31
  to
• 24:31
  you,
• 24:32
  the
• 24:32
  one
• 24:33
  that.
• 24:33
  Immediately
• 24:33
  comes
• 24:34
  to
• 24:34
  line
• 24:34
  to
• 24:35
  mind.
• 24:35
  And
• 24:35
  this
• 24:35
  is
• 24:36
  so,
• 24:37
  so
• 24:37
  many
• 24:38
  years
• 24:38
  ago,
• 24:38
  but
• 24:38
  it
• 24:39
  really
• 24:39
  was
• 24:39
  at
• 24:39
  the
• 24:39
  time
• 24:40
  the
• 24:40
  first
• 24:40
  time
• 24:40
  I'd
• 24:40
  ever
• 24:40
  really
• 24:41
  seen
• 24:41
  it.
• 24:41
  And
• 24:42
  it
• 24:42
  was
• 24:42
  net
• 24:42
  a
• 24:42
  porte
• 24:43
  and
• 24:43
  it
• 24:44
  was
• 24:44
  an
• 24:44
  invite
• 24:45
  to
• 24:45
  that
• 24:45
  digital
• 24:46
  fashion
• 24:46
  show,
• 24:47
  which
• 24:47
  again,
• 24:47
  at
• 24:47
  the
• 24:48
  time
• 24:48
  you're
• 24:48
  like,
• 24:49
  it's
• 24:49
  Fashion
• 24:49
  Week
• 24:50
  and
• 24:50
  it's
• 24:50
  digital
• 24:51
  mad.
• 24:52
  But
• 24:52
  obviously
• 24:53
  Net
• 24:53
  a
• 24:53
  Porter
• 24:54
  is
• 24:54
  an
• 24:55
  online
• 24:55
  business,
• 24:55
  of
• 24:56
  course,
• 24:56
  the
• 24:56
  way
• 24:56
  that
• 24:56
  they
• 24:57
  should
• 24:57
  kind
• 24:57
  of
• 24:57
  bring
• 24:57
  to
• 24:57
  life
• 24:58
  their
• 24:58
  activation,
• 24:59
  their
• 24:59
  campaign
• 25:00
  should
• 25:01
  be
• 25:01
  digital.
• 25:02
  And
• 25:02
  the
• 25:03
  invite
• 25:03
  looked
• 25:04
  like
• 25:04
  an
• 25:04
  envelope.
• 25:04
  And
• 25:04
  as
• 25:05
  you
• 25:05
  opened
• 25:05
  it,
• 25:05
  there
• 25:06
  was
• 25:06
  actually
• 25:06
  a
• 25:06
  screen
• 25:07
  and
• 25:07
  then
• 25:07
  you
• 25:07
  could
• 25:08
  tune
• 25:08
  in
• 25:08
  to
• 25:08
  watch
• 25:09
  the
• 25:09
  pre
• 25:09
  recorded
• 25:10
  show
• 25:11
  there.
• 25:11
  And
• 25:11
  I
• 25:11
  just
• 25:12
  remember
• 25:12
  getting
• 25:12
  at
• 25:12
  my
• 25:12
  desk
• 25:13
  and
• 25:13
  thinking
• 25:14
  at
• 25:14
  the
• 25:14
  time,
• 25:15
  amazing.
• 25:17
  That's
• 25:17
  incredible.
• 25:17
  Yeah,
• 25:17
  I've
• 25:18
  seen
• 25:18
  a
• 25:18
  lot
• 25:18
  of
• 25:19
  those
• 25:19
  over
• 25:19
  the
• 25:19
  years.
• 25:20
  But
• 25:20
  much
• 25:21
  like
• 25:21
  your
• 25:21
  end
• 25:21
  of
• 25:21
  the
• 25:21
  world,
• 25:22
  ours
• 25:22
  keeps
• 25:22
  changing
• 25:23
  too.
• 25:23
  And
• 25:23
  our
• 25:23
  clients
• 25:23
  come
• 25:24
  to
• 25:24
  us
• 25:24
  often
• 25:24
  and
• 25:24
  say,
• 25:25
  you
• 25:25
  know,
• 25:25
  I
• 25:25
  have
• 25:26
  a
• 25:26
  budget,
• 25:26
  I
• 25:26
  have
• 25:26
  a
• 25:27
  time
• 25:27
  frame.
• 25:28
  Help
• 25:28
  us
• 25:28
  strategize
• 25:29
  and
• 25:29
  come
• 25:29
  up
• 25:29
  with
• 25:29
  something
• 25:29
  great.
• 25:30
  So
• 25:30
  that's,
• 25:30
  that's
• 25:31
  where
• 25:31
  we're
• 25:31
  the
• 25:31
  best
• 25:31
  clients.
• 25:32
  Yeah.
• 25:33
  Again,
• 25:33
  you're
• 25:33
  the
• 25:34
  experts.
• 25:34
  You've
• 25:34
  done
• 25:34
  this.
• 25:35
  You
• 25:35
  tell
• 25:35
  me
• 25:35
  what
• 25:36
  is
• 25:36
  going
• 25:36
  to
• 25:36
  tick
• 25:36
  this.
• 25:36
  That's
• 25:37
  exactly
• 25:37
  right.
• 25:38
  Okay,
• 25:38
  Sedge
• 25:39
  Beswick,
• 25:39
  I
• 25:39
  have
• 25:39
  a
• 25:39
  lightning
• 25:40
  round
• 25:40
  for
• 25:40
  you.
• 25:40
  As
• 25:40
  we
• 25:40
  close
• 25:41
  out
• 25:41
  this
• 25:41
  session,
• 25:42
  I'm
• 25:42
  going
• 25:43
  to
• 25:43
  read
• 25:43
  you
• 25:43
  10
• 25:44
  phrases
• 25:45
  or
• 25:45
  10
• 25:46
  questions
• 25:47
  I'd
• 25:47
  like
• 25:47
  you
• 25:47
  to
• 25:47
  answer
• 25:48
  with
• 25:48
  just
• 25:48
  one
• 25:48
  word.
• 25:49
  We.
• 25:49
  We
• 25:49
  may
• 25:49
  laugh
• 25:50
  after
• 25:50
  you
• 25:50
  say
• 25:50
  it,
• 25:50
  but
• 25:51
  no
• 25:51
  explanation
• 25:52
  needed.
• 25:52
  Are
• 25:52
  you
• 25:52
  ready?
• 25:53
  Yes.
• 25:54
  Favorite
• 25:55
  type
• 25:55
  of
• 25:55
  music?
• 25:57
  Rock.
• 25:58
  Favorite
• 25:59
  movie
• 25:59
  of
• 25:59
  all
• 25:59
  time?
• 26:01
  Ferris
• 26:01
  Bueller's
• 26:02
  Day
• 26:02
  Off.
• 26:02
  Not
• 26:02
  one
• 26:03
  word
• 26:03
  was
• 26:03
  on
• 26:04
  yesterday.
• 26:04
  Favorite
• 26:05
  television
• 26:05
  show?
• 26:06
  Current
• 26:06
  or
• 26:06
  in
• 26:07
  the
• 26:07
  past.
• 26:08
  Oh,
• 26:09
  Breaking
• 26:09
  Bad.
• 26:10
  Favorite
• 26:11
  food?
• 26:13
  Asian.
• 26:14
  Texting
• 26:15
  or
• 26:15
  talking?
• 26:17
  Texting.
• 26:18
  Favorite
• 26:19
  day
• 26:19
  of
• 26:19
  the
• 26:19
  week?
• 26:23
  Friday.
• 26:24
  Favorite
• 26:25
  city
• 26:25
  in
• 26:25
  the
• 26:25
  U.S.
• 26:25
  not
• 26:26
  New
• 26:26
  York.
• 26:28
  Oh.
• 26:28
  Oh.
• 26:30
  I
• 26:31
  want
• 26:31
  to
• 26:31
  give
• 26:31
  you
• 26:31
  my
• 26:31
  explanation,
• 26:32
  but
• 26:32
  I
• 26:32
  can't
• 26:32
  because
• 26:32
  it's
• 26:33
  one
• 26:33
  word
• 26:34
  I
• 26:34
  am
• 26:35
  going
• 26:36
  to
• 26:37
  say.
• 26:39
  Oh.
• 26:40
  I
• 26:40
  don't
• 26:40
  really
• 26:40
  like
• 26:40
  la.
• 26:43
  But
• 26:43
  I
• 26:43
  like
• 26:43
  the
• 26:44
  weather.
• 26:44
  Oh,
• 26:44
  my
• 26:44
  God.
• 26:45
  Sorry,
• 26:45
  this
• 26:45
  is
• 26:45
  a
• 26:46
  terrible
• 26:46
  one.
• 26:47
  Oh,
• 26:47
  my
• 26:47
  God.
• 26:49
  Why
• 26:50
  can't
• 26:50
  I
• 26:50
  remember
• 26:50
  anywhere
• 26:51
  that
• 26:51
  I've
• 26:51
  even
• 26:51
  been?
• 26:52
  Now
• 26:53
  can
• 26:54
  I
• 26:54
  say
• 26:54
  Hamptons?
• 26:55
  I'll
• 26:56
  give
• 26:56
  you
• 26:56
  that.
• 26:56
  Hamptons.
• 26:59
  Speak
• 26:59
  every
• 26:59
  language
• 27:01
  available
• 27:01
  in
• 27:02
  the
• 27:02
  world.
• 27:02
  Or
• 27:02
  be
• 27:02
  able
• 27:03
  to
• 27:03
  talk
• 27:03
  to
• 27:03
  animals.
• 27:04
  Speak
• 27:05
  every
• 27:05
  language.
• 27:06
  Lucky
• 27:06
  number
• 27:08
  eight.
• 27:09
  Favorite
• 27:09
  one
• 27:09
  of
• 27:10
  the
• 27:10
  seven
• 27:10
  dwarfs.
• 27:13
  Dopey.
• 27:14
  Last
• 27:15
  question.
• 27:16
  What's
• 27:16
  the
• 27:17
  key
• 27:17
  to
• 27:17
  making
• 27:17
  happiness
• 27:19
  in
• 27:19
  one
• 27:19
  word?
• 27:20
  No,
• 27:20
  no,
• 27:21
  I'll
• 27:21
  give
• 27:21
  you,
• 27:22
  give
• 27:22
  you
• 27:22
  a
• 27:22
  minute
• 27:22
  to
• 27:23
  give
• 27:23
  me
• 27:24
  five
• 27:24
  words.
• 27:24
  What's
• 27:25
  the
• 27:25
  key
• 27:25
  for?
• 27:25
  For
• 27:26
  sedge.
• 27:26
  Beswick
• 27:27
  and
• 27:27
  being
• 27:27
  happy.
• 27:30
  The
• 27:31
  key
• 27:32
  to
• 27:32
  being
• 27:33
  happy,
• 27:34
  genuinely,
• 27:35
  is
• 27:35
  navigating
• 27:36
  a
• 27:36
  world
• 27:36
  where
• 27:37
  I
• 27:37
  could
• 27:37
  give
• 27:37
  my
• 27:37
  daughter
• 27:38
  everything,
• 27:39
  but
• 27:39
  also
• 27:39
  spend
• 27:40
  the
• 27:40
  most
• 27:40
  possible
• 27:41
  time
• 27:42
  with
• 27:42
  her.
• 27:43
  Well
• 27:44
  said.
• 27:45
  This
• 27:45
  has
• 27:45
  been
• 27:45
  wonderful.
• 27:46
  Of
• 27:47
  course,
• 27:47
  I
• 27:47
  picked
• 27:47
  you
• 27:48
  first
• 27:48
  to
• 27:48
  kick
• 27:49
  off
• 27:49
  this.
• 27:49
  This
• 27:49
  campaign
• 27:50
  for
• 27:50
  us.
• 27:50
  For
• 27:51
  good
• 27:51
  reason.
• 27:52
  Thank
• 27:52
  you
• 27:52
  very
• 27:52
  much.
• 27:53
  I
• 27:53
  can't
• 27:53
  wait
• 27:54
  to
• 27:54
  see
• 27:54
  you
• 27:54
  again
• 27:54
  when
• 27:54
  I'm
• 27:55
  either
• 27:55
  over
• 27:55
  there
• 27:56
  or
• 27:56
  you're
• 27:56
  back
• 27:56
  over
• 27:56
  here.
• 27:57
  And
• 27:57
  we'll
• 27:58
  talk
• 27:58
  soon.
• 27:58
  Thanks
• 27:58
  again.
• 27:59
  All
• 27:59
  right.
• 28:00
  Thank
• 28:00
  you.
• 28:00
  Take
• 28:00
  care.
• 28:00
  Bye.
• 28:01
  Bye.