Latest / Wedding Pros who are ready to grow - with Becca Pountney / Understanding the luxury wedding market - with Elizabeth Solaru

Transcript

Understanding the luxury wedding market - with Elizabeth Solaru · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Because
• 0:00
  luxury
• 0:00
  is
• 0:01
  about
• 0:01
  emotion.
• 0:01
  Do
• 0:02
  I
• 0:02
  feel
• 0:02
  something
• 0:03
  when
• 0:03
  I
• 0:04
  look
• 0:04
  at
• 0:04
  what
• 0:04
  you're
• 0:05
  doing?
• 0:05
  Does
• 0:05
  what
• 0:06
  you're
• 0:06
  doing,
• 0:06
  does
• 0:06
  it
• 0:07
  draw
• 0:07
  me
• 0:07
  in
• 0:07
  so
• 0:08
  that
• 0:08
  emotional
• 0:08
  resonance
• 0:09
  is
• 0:09
  important?
• 0:10
  So
• 0:10
  it's
• 0:11
  about
• 0:11
  having
• 0:11
  that
• 0:12
  luxury
• 0:12
  mindset.
• 0:13
  I'm
• 0:13
  Becca
• 0:13
  Poutney,
• 0:14
  wedding
• 0:14
  business
• 0:15
  marketing
• 0:15
  expert,
• 0:15
  speaker
• 0:16
  and
• 0:16
  blogger,
• 0:17
  and
• 0:17
  you're
• 0:17
  listening
• 0:17
  to
• 0:17
  the
• 0:18
  Wedding
• 0:18
  Pros
• 0:18
  who
• 0:18
  Are
• 0:18
  Ready
• 0:19
  to
• 0:19
  Grow
• 0:19
  podcast.
• 0:20
  I'm
• 0:21
  here
• 0:21
  to
• 0:21
  share
• 0:21
  with
• 0:21
  you
• 0:22
  actionable
• 0:22
  tips,
• 0:23
  strategies
• 0:23
  and
• 0:24
  real
• 0:24
  life
• 0:24
  examples
• 0:25
  to
• 0:25
  help
• 0:25
  you
• 0:25
  take
• 0:25
  your
• 0:26
  wedding
• 0:26
  business
• 0:26
  to
• 0:26
  the
• 0:27
  next
• 0:27
  level.
• 0:27
  If
• 0:28
  you
• 0:28
  are
• 0:28
  an
• 0:28
  ambitious
• 0:29
  wedding
• 0:29
  business
• 0:29
  owner
• 0:30
  that
• 0:30
  wants
• 0:30
  to
• 0:30
  take
• 0:31
  your
• 0:31
  passion
• 0:31
  and
• 0:31
  and
• 0:32
  use
• 0:32
  it
• 0:32
  to
• 0:32
  build
• 0:32
  a
• 0:32
  profitable,
• 0:33
  sustainable
• 0:34
  business
• 0:34
  doing
• 0:34
  what
• 0:35
  you
• 0:35
  love,
• 0:35
  then
• 0:35
  you're
• 0:35
  in
• 0:36
  the
• 0:36
  right
• 0:36
  place.
• 0:37
  Let's
• 0:37
  get
• 0:37
  going
• 0:37
  with
• 0:38
  today's
• 0:38
  episode.
• 0:39
  Today
• 0:39
  I'm
• 0:39
  chatting
• 0:40
  with
• 0:40
  Elizabeth
• 0:40
  Solaru,
• 0:41
  a
• 0:41
  luxury
• 0:42
  business
• 0:42
  consultant,
• 0:43
  world
• 0:43
  renowned
• 0:43
  cake
• 0:43
  artist,
• 0:44
  and
• 0:44
  recently
• 0:45
  an
• 0:45
  author
• 0:45
  with
• 0:45
  her
• 0:45
  debut
• 0:46
  book,
• 0:46
  the
• 0:46
  Luxpreneur.
• 0:47
  Since
• 0:47
  founding
• 0:48
  Elizabeth's
• 0:48
  cake
• 0:48
  Emporium
• 0:49
  in
• 0:49
  2008,
• 0:50
  she's
• 0:50
  traveled
• 0:51
  the
• 0:51
  world
• 0:51
  working
• 0:51
  at
• 0:51
  some
• 0:51
  of
• 0:52
  the
• 0:52
  most
• 0:52
  prestigious
• 0:53
  venues
• 0:53
  for
• 0:53
  some
• 0:54
  incredible
• 0:54
  clients,
• 0:55
  including
• 0:55
  royalty.
• 0:56
  Our
• 0:56
  paths
• 0:57
  have
• 0:57
  crossed
• 0:57
  many
• 0:57
  times
• 0:58
  and
• 0:58
  I
• 0:58
  always
• 0:58
  love
• 0:59
  what
• 0:59
  she
• 0:59
  has
• 0:59
  to
• 0:59
  say.
• 1:00
  Elizabeth,
• 1:01
  welcome
• 1:01
  to
• 1:01
  the
• 1:01
  podcast.
• 1:02
  Thank
• 1:02
  you
• 1:03
  so
• 1:03
  much
• 1:03
  for
• 1:03
  having
• 1:03
  me.
• 1:03
  Me,
• 1:04
  Becca,
• 1:04
  I
• 1:04
  am
• 1:05
  really
• 1:05
  looking
• 1:05
  forward
• 1:06
  to
• 1:06
  having
• 1:06
  an
• 1:07
  amazing,
• 1:07
  riveting
• 1:07
  conversation
• 1:08
  with
• 1:08
  you.
• 1:09
  It's
• 1:09
  an
• 1:09
  absolute
• 1:09
  pleasure.
• 1:10
  I
• 1:10
  always
• 1:10
  enjoy
• 1:11
  talking
• 1:11
  to
• 1:11
  you.
• 1:11
  I've
• 1:11
  got
• 1:12
  a
• 1:12
  whole
• 1:12
  list
• 1:12
  of
• 1:12
  things
• 1:13
  that
• 1:13
  I
• 1:13
  want
• 1:13
  to
• 1:13
  cover,
• 1:14
  but
• 1:14
  before
• 1:14
  we
• 1:14
  get
• 1:14
  into
• 1:15
  that,
• 1:15
  I
• 1:15
  always
• 1:15
  like
• 1:15
  to
• 1:16
  start
• 1:16
  by
• 1:16
  getting
• 1:17
  to
• 1:17
  know
• 1:17
  the
• 1:17
  person
• 1:18
  behind
• 1:18
  the
• 1:18
  business
• 1:19
  for
• 1:19
  my
• 1:19
  listeners
• 1:19
  so
• 1:20
  they
• 1:20
  can
• 1:20
  understand
• 1:20
  what's
• 1:21
  brought
• 1:21
  you
• 1:21
  to
• 1:21
  this
• 1:21
  point.
• 1:22
  So
• 1:22
  take
• 1:22
  me
• 1:23
  right
• 1:23
  back
• 1:24
  in
• 1:24
  your
• 1:24
  memory.
• 1:24
  How
• 1:25
  did
• 1:25
  you
• 1:25
  get
• 1:25
  into
• 1:26
  cakes
• 1:26
  in
• 1:26
  the
• 1:26
  first
• 1:27
  place?
• 1:27
  Oh,
• 1:28
  that's
• 1:28
  a
• 1:28
  really
• 1:28
  loaded
• 1:29
  question.
• 1:30
  I
• 1:30
  got
• 1:30
  into
• 1:31
  cakes
• 1:31
  because
• 1:32
  when
• 1:32
  I
• 1:32
  was
• 1:32
  about
• 1:32
  10
• 1:33
  or
• 1:33
  11
• 1:33
  or
• 1:34
  thereabouts,
• 1:35
  friend
• 1:36
  brought
• 1:36
  a
• 1:37
  cookbook
• 1:37
  to
• 1:37
  school.
• 1:38
  It
• 1:38
  was
• 1:38
  a
• 1:38
  baking
• 1:38
  book,
• 1:39
  very
• 1:39
  simple
• 1:39
  book.
• 1:40
  And
• 1:40
  she
• 1:41
  gave
• 1:41
  it
• 1:41
  to
• 1:41
  me
• 1:41
  for
• 1:41
  some
• 1:41
  reason,
• 1:42
  I
• 1:42
  don't
• 1:42
  know
• 1:42
  why,
• 1:42
  she
• 1:43
  just
• 1:43
  gave
• 1:43
  me
• 1:43
  as
• 1:43
  a
• 1:43
  gift.
• 1:44
  And
• 1:44
  I
• 1:44
  remember
• 1:45
  looking
• 1:45
  through
• 1:45
  and
• 1:46
  I
• 1:46
  thought,
• 1:46
  oh,
• 1:47
  this
• 1:47
  is
• 1:47
  a
• 1:47
  recipe
• 1:47
  for
• 1:48
  Victoria
• 1:48
  Sponge.
• 1:49
  And
• 1:49
  I
• 1:49
  couldn't
• 1:49
  believe
• 1:49
  such
• 1:50
  a
• 1:50
  simple
• 1:51
  ingredients
• 1:52
  could
• 1:52
  make
• 1:52
  something
• 1:52
  so
• 1:53
  delicious
• 1:53
  because
• 1:54
  again,
• 1:55
  with
• 1:55
  my
• 1:55
  background,
• 1:56
  African
• 1:56
  background,
• 1:57
  we
• 1:57
  don't
• 1:57
  really
• 1:58
  bake.
• 1:59
  So.
• 1:59
  And
• 2:00
  I
• 2:00
  often
• 2:01
  joke
• 2:01
  that
• 2:01
  the
• 2:01
  oven
• 2:02
  was
• 2:02
  used
• 2:02
  for
• 2:02
  storage
• 2:03
  and
• 2:04
  I
• 2:04
  just
• 2:04
  thought,
• 2:04
  let
• 2:04
  me
• 2:04
  try.
• 2:05
  And
• 2:06
  I
• 2:06
  got
• 2:06
  some,
• 2:07
  some
• 2:07
  of
• 2:07
  my
• 2:07
  mom's
• 2:08
  old
• 2:08
  pots
• 2:09
  and
• 2:09
  I
• 2:09
  made
• 2:10
  the
• 2:10
  ingredients
• 2:10
  according
• 2:11
  to
• 2:11
  the
• 2:11
  instructions
• 2:12
  and
• 2:12
  the
• 2:12
  cake
• 2:12
  came
• 2:12
  out
• 2:13
  perfect.
• 2:13
  It
• 2:13
  must
• 2:14
  have
• 2:14
  been
• 2:14
  beginner's
• 2:14
  luck.
• 2:15
  It
• 2:15
  just
• 2:15
  came
• 2:15
  out
• 2:16
  perfect.
• 2:16
  I
• 2:16
  thought,
• 2:16
  oh
• 2:17
  my
• 2:17
  God.
• 2:17
  So
• 2:18
  it
• 2:18
  really
• 2:18
  is
• 2:18
  true.
• 2:19
  And
• 2:19
  that
• 2:19
  started
• 2:20
  my
• 2:20
  love
• 2:20
  of
• 2:21
  baking.
• 2:21
  But
• 2:22
  after
• 2:22
  about
• 2:22
  a
• 2:22
  year
• 2:23
  or
• 2:23
  so,
• 2:24
  because
• 2:24
  my
• 2:24
  mom
• 2:25
  was
• 2:25
  always
• 2:25
  complaining
• 2:25
  about,
• 2:26
  oh
• 2:26
  my
• 2:26
  God,
• 2:26
  you're
• 2:26
  using
• 2:27
  up
• 2:27
  all
• 2:27
  my
• 2:27
  gas,
• 2:28
  blah,
• 2:28
  blah,
• 2:28
  blah,
• 2:28
  blah,
• 2:29
  blah.
• 2:29
  And
• 2:30
  then
• 2:30
  I
• 2:30
  kind
• 2:30
  of
• 2:30
  like,
• 2:31
  it
• 2:31
  fell
• 2:31
  to
• 2:31
  the,
• 2:31
  to
• 2:32
  the
• 2:32
  wayside.
• 2:32
  And
• 2:33
  I
• 2:33
  only
• 2:33
  baked
• 2:34
  occasionally
• 2:34
  for
• 2:37
  special
• 2:37
  occasions.
• 2:38
  And
• 2:39
  then
• 2:39
  I
• 2:40
  went
• 2:40
  to
• 2:40
  university.
• 2:41
  I
• 2:41
  became
• 2:41
  a
• 2:42
  microbiologist
• 2:43
  after
• 2:43
  university.
• 2:44
  And
• 2:45
  then
• 2:46
  I
• 2:46
  remember
• 2:46
  after
• 2:47
  working
• 2:47
  for
• 2:47
  the
• 2:47
  NHS
• 2:48
  for
• 2:48
  about
• 2:48
  13
• 2:48
  years,
• 2:49
  I
• 2:49
  just
• 2:49
  said,
• 2:50
  you
• 2:50
  know
• 2:50
  what,
• 2:50
  there's
• 2:50
  got
• 2:50
  to
• 2:50
  be
• 2:50
  more
• 2:51
  to
• 2:51
  life
• 2:51
  than
• 2:51
  being
• 2:51
  a
• 2:52
  lab
• 2:52
  rat.
• 2:53
  Let
• 2:53
  me
• 2:53
  try
• 2:54
  something
• 2:54
  else.
• 2:55
  And
• 2:55
  I
• 2:55
  thought,
• 2:55
  oh,
• 2:56
  I
• 2:56
  know,
• 2:56
  I'll
• 2:56
  set
• 2:57
  up
• 2:57
  my
• 2:57
  own
• 2:57
  business.
• 2:58
  But
• 2:58
  I
• 2:58
  had
• 2:58
  no
• 2:59
  idea
• 2:59
  what
• 2:59
  the
• 3:00
  business
• 3:00
  was
• 3:00
  going
• 3:00
  to
• 3:00
  be.
• 3:01
  So
• 3:02
  I
• 3:02
  went
• 3:02
  off
• 3:02
  and
• 3:02
  did
• 3:02
  an
• 3:02
  MBA
• 3:03
  as
• 3:03
  you
• 3:03
  do.
• 3:04
  I
• 3:04
  don't
• 3:04
  know
• 3:04
  why
• 3:04
  I
• 3:04
  did
• 3:05
  that.
• 3:05
  I
• 3:05
  did
• 3:06
  an
• 3:06
  MBA
• 3:07
  and
• 3:07
  then
• 3:08
  through
• 3:08
  networking,
• 3:09
  I
• 3:09
  became
• 3:09
  a
• 3:10
  headhunter
• 3:10
  in
• 3:11
  the
• 3:11
  city.
• 3:11
  So
• 3:12
  I
• 3:12
  did
• 3:12
  that
• 3:12
  for
• 3:12
  about
• 3:13
  another
• 3:13
  eight
• 3:13
  years,
• 3:14
  ten
• 3:14
  years
• 3:14
  or
• 3:14
  so.
• 3:15
  And
• 3:16
  I
• 3:16
  really,
• 3:17
  really
• 3:17
  enjoyed
• 3:17
  it
• 3:18
  because
• 3:18
  I
• 3:18
  got
• 3:18
  to
• 3:18
  meet
• 3:19
  these
• 3:20
  very
• 3:20
  high
• 3:20
  profile,
• 3:21
  high
• 3:21
  powered
• 3:22
  CEOs
• 3:23
  and
• 3:23
  finance
• 3:24
  directors
• 3:24
  and
• 3:24
  chairmen
• 3:25
  and
• 3:26
  I
• 3:26
  was
• 3:26
  placing
• 3:26
  them,
• 3:27
  having
• 3:27
  never
• 3:27
  even
• 3:28
  sold,
• 3:29
  you
• 3:29
  know,
• 3:29
  from
• 3:29
  a
• 3:29
  lemonade
• 3:30
  stand.
• 3:30
  These
• 3:31
  were
• 3:31
  people
• 3:31
  handling
• 3:32
  multimillion
• 3:32
  pound
• 3:33
  budgets
• 3:34
  and,
• 3:34
  but
• 3:35
  to
• 3:35
  relieve
• 3:35
  stress,
• 3:36
  while
• 3:36
  I
• 3:36
  was
• 3:36
  a
• 3:36
  headhunter,
• 3:37
  I
• 3:38
  started
• 3:38
  baking
• 3:39
  again.
• 3:39
  And
• 3:40
  I
• 3:40
  was,
• 3:40
  and
• 3:40
  I
• 3:41
  took
• 3:41
  it
• 3:41
  really
• 3:42
  seriously.
• 3:43
  I'll
• 3:43
  save
• 3:43
  up
• 3:43
  my
• 3:44
  money
• 3:44
  and
• 3:44
  I'll
• 3:45
  go
• 3:45
  to
• 3:45
  cake
• 3:45
  camp
• 3:46
  in
• 3:46
  America.
• 3:47
  And
• 3:47
  I
• 3:48
  hunted
• 3:48
  down
• 3:49
  some
• 3:50
  amazing
• 3:50
  cake
• 3:51
  artists
• 3:52
  and
• 3:52
  I
• 3:52
  begged
• 3:52
  them
• 3:53
  because
• 3:53
  in
• 3:54
  those
• 3:54
  days
• 3:54
  teaching
• 3:55
  wasn't
• 3:55
  really
• 3:55
  a
• 3:55
  thing.
• 3:56
  So
• 3:56
  I
• 3:56
  kind
• 3:56
  of
• 3:57
  like
• 3:57
  begged
• 3:57
  them
• 3:57
  to
• 3:57
  teach.
• 3:58
  And
• 3:58
  then
• 3:58
  they'll
• 3:58
  say,
• 3:59
  okay,
• 3:59
  guess
• 3:59
  what?
• 3:59
  We're
• 4:00
  having
• 4:00
  a
• 4:00
  class
• 4:01
  in
• 4:01
  Savannah,
• 4:02
  Georgia
• 4:02
  and
• 4:02
  I'll
• 4:02
  do
• 4:03
  a
• 4:03
  13
• 4:03
  hour
• 4:03
  flight
• 4:04
  just
• 4:04
  to
• 4:05
  go
• 4:05
  and
• 4:05
  learn.
• 4:05
  So.
• 4:07
  And
• 4:07
  then
• 4:07
  I
• 4:08
  got
• 4:08
  made
• 4:09
  redundant
• 4:10
  from
• 4:10
  my,
• 4:11
  well,
• 4:11
  actually
• 4:11
  not
• 4:12
  redundant.
• 4:12
  I
• 4:12
  took,
• 4:13
  they
• 4:13
  laid
• 4:13
  me
• 4:13
  off,
• 4:14
  to
• 4:14
  be
• 4:14
  honest,
• 4:15
  from
• 4:15
  my
• 4:15
  headhunting
• 4:16
  job.
• 4:17
  And
• 4:17
  then
• 4:17
  I
• 4:18
  thought,
• 4:18
  oh,
• 4:19
  if
• 4:19
  I
• 4:19
  never
• 4:19
  do
• 4:19
  it
• 4:20
  now,
• 4:20
  you
• 4:20
  know,
• 4:20
  if
• 4:20
  I
• 4:20
  don't
• 4:20
  do
• 4:21
  it
• 4:21
  now,
• 4:21
  I'll
• 4:21
  never
• 4:21
  do
• 4:21
  it.
• 4:22
  Milestone
• 4:22
  birthday
• 4:23
  and
• 4:23
  all
• 4:23
  that.
• 4:24
  Let
• 4:24
  me
• 4:24
  set
• 4:24
  up
• 4:24
  my
• 4:25
  own
• 4:25
  cake
• 4:25
  company.
• 4:26
  And
• 4:27
  I
• 4:27
  remember
• 4:28
  when
• 4:28
  I,
• 4:30
  when
• 4:30
  I
• 4:30
  thought
• 4:30
  of
• 4:30
  the
• 4:31
  name,
• 4:31
  I
• 4:31
  was,
• 4:32
  my
• 4:32
  sister
• 4:32
  and
• 4:32
  I
• 4:32
  were
• 4:32
  in
• 4:33
  front
• 4:33
  of
• 4:33
  the,
• 4:33
  of
• 4:33
  a,
• 4:34
  of
• 4:34
  a
• 4:34
  printing
• 4:35
  shop
• 4:35
  and
• 4:36
  I
• 4:36
  had
• 4:36
  to
• 4:36
  make
• 4:36
  some
• 4:36
  cards.
• 4:37
  I
• 4:38
  liked
• 4:38
  the
• 4:38
  idea
• 4:38
  of
• 4:38
  two
• 4:39
  E's,
• 4:39
  so
• 4:39
  I
• 4:39
  initially
• 4:40
  called
• 4:40
  it
• 4:40
  Elizabeth's
• 4:41
  Emporium.
• 4:41
  And
• 4:42
  then
• 4:42
  a
• 4:42
  friend
• 4:42
  of
• 4:42
  mine
• 4:43
  said,
• 4:43
  but
• 4:43
  nobody
• 4:44
  knows
• 4:44
  what
• 4:44
  the
• 4:44
  Emporium
• 4:45
  sells.
• 4:46
  So
• 4:47
  I
• 4:47
  thought,
• 4:47
  oh,
• 4:47
  I'll
• 4:48
  put
• 4:48
  a
• 4:48
  C
• 4:48
  in
• 4:48
  the
• 4:48
  middle,
• 4:49
  Elizabeth's
• 4:49
  Cake
• 4:49
  Emporium.
• 4:50
  And
• 4:50
  that
• 4:51
  was
• 4:51
  how
• 4:51
  I
• 4:52
  started
• 4:52
  my
• 4:52
  cake
• 4:53
  business.
• 4:53
  And
• 4:53
  that's
• 4:53
  what
• 4:53
  led
• 4:54
  me
• 4:54
  into
• 4:54
  making
• 4:55
  cakes
• 4:55
  again.
• 4:56
  Incredible.
• 4:57
  What
• 4:57
  an
• 4:58
  absolute
• 4:59
  journey
• 4:59
  from
• 5:00
  right
• 5:00
  at
• 5:00
  the
• 5:00
  start
• 5:00
  of
• 5:01
  loving
• 5:01
  baking.
• 5:01
  I
• 5:01
  always
• 5:02
  admire
• 5:02
  cake
• 5:02
  makers
• 5:03
  because
• 5:03
  you
• 5:03
  make
• 5:03
  it
• 5:03
  sound
• 5:04
  so
• 5:04
  easy.
• 5:04
  Oh,
• 5:04
  we
• 5:04
  just
• 5:04
  put
• 5:05
  these
• 5:05
  ingredients
• 5:05
  together
• 5:06
  and
• 5:06
  we
• 5:06
  make
• 5:06
  this
• 5:06
  amazing
• 5:07
  cake.
• 5:07
  I
• 5:08
  am
• 5:08
  dreadful
• 5:09
  if
• 5:09
  I
• 5:09
  ever
• 5:09
  make
• 5:09
  a
• 5:09
  cake.
• 5:10
  It
• 5:10
  does
• 5:10
  never
• 5:11
  turns
• 5:11
  out
• 5:11
  well.
• 5:11
  It's
• 5:12
  always
• 5:12
  flat,
• 5:12
  it
• 5:13
  never
• 5:13
  rises.
• 5:14
  So
• 5:14
  you
• 5:14
  are
• 5:14
  a
• 5:14
  magician
• 5:15
  to
• 5:15
  make
• 5:16
  such
• 5:16
  an
• 5:16
  incredible
• 5:17
  thing
• 5:17
  out
• 5:18
  of
• 5:18
  those
• 5:18
  simple
• 5:18
  ingredients.
• 5:19
  And
• 5:20
  I
• 5:20
  think
• 5:20
  so
• 5:20
  often
• 5:21
  that
• 5:21
  happens
• 5:21
  to
• 5:21
  us
• 5:21
  that
• 5:21
  we
• 5:22
  have
• 5:22
  these
• 5:22
  ideas
• 5:22
  of
• 5:23
  starting
• 5:23
  a
• 5:23
  business
• 5:23
  and
• 5:24
  then
• 5:24
  life
• 5:24
  kind
• 5:25
  of
• 5:25
  gets
• 5:25
  in
• 5:25
  the
• 5:25
  way
• 5:26
  and
• 5:26
  we
• 5:26
  end
• 5:26
  up
• 5:27
  going
• 5:27
  into
• 5:27
  these
• 5:27
  jobs
• 5:27
  and
• 5:28
  pushing
• 5:28
  back
• 5:29
  the
• 5:29
  dream.
• 5:29
  Pushing
• 5:29
  back
• 5:29
  the
• 5:30
  dream.
• 5:30
  Presumably,
• 5:31
  from
• 5:31
  the
• 5:31
  moment
• 5:32
  you
• 5:32
  decided
• 5:32
  to
• 5:32
  start
• 5:33
  Elizabeth's
• 5:33
  Cake
• 5:34
  Emporium,
• 5:35
  you
• 5:35
  didn't
• 5:35
  have
• 5:35
  any
• 5:35
  regrets.
• 5:36
  You
• 5:36
  didn't
• 5:36
  wish
• 5:36
  you'd
• 5:37
  gone
• 5:37
  back
• 5:37
  to
• 5:37
  that
• 5:37
  corporate
• 5:38
  world.
• 5:38
  What
• 5:38
  happened?
• 5:39
  Oh.
• 5:40
  Oh,
• 5:40
  my
• 5:41
  goodness.
• 5:42
  That
• 5:42
  is
• 5:42
  so
• 5:43
  far
• 5:43
  from
• 5:43
  the
• 5:43
  truth
• 5:44
  at
• 5:44
  all.
• 5:45
  I
• 5:45
  wouldn't
• 5:45
  say
• 5:46
  I
• 5:46
  did
• 5:47
  have
• 5:47
  regrets.
• 5:48
  The
• 5:48
  only
• 5:48
  regret
• 5:49
  was
• 5:49
  money,
• 5:50
  because
• 5:50
  obviously
• 5:50
  I
• 5:51
  had
• 5:51
  to
• 5:51
  eat.
• 5:51
  I
• 5:51
  love
• 5:52
  eating,
• 5:52
  so.
• 5:53
  And
• 5:53
  I
• 5:53
  had
• 5:53
  to
• 5:53
  pay
• 5:54
  my.
• 5:54
  My
• 5:54
  heating
• 5:55
  bills
• 5:55
  because
• 5:55
  I
• 5:55
  remember
• 5:56
  one
• 5:56
  particular
• 5:56
  winter,
• 5:57
  it
• 5:57
  was
• 5:57
  so
• 5:58
  cold,
• 5:58
  and
• 5:58
  I
• 5:59
  was
• 5:59
  thinking,
• 5:59
  oh,
• 5:59
  I
• 5:59
  wish
• 5:59
  I
• 5:59
  could
• 5:59
  afford
• 6:00
  to,
• 6:00
  you
• 6:00
  know,
• 6:00
  just
• 6:01
  put
• 6:01
  the
• 6:01
  heating
• 6:01
  on
• 6:01
  for.
• 6:02
  But
• 6:02
  obviously
• 6:02
  money
• 6:03
  wasn't
• 6:03
  coming
• 6:03
  in.
• 6:04
  So
• 6:04
  that
• 6:04
  made
• 6:04
  me
• 6:05
  think,
• 6:05
  okay,
• 6:05
  you
• 6:05
  need
• 6:06
  clients,
• 6:06
  you
• 6:06
  need
• 6:07
  to
• 6:07
  get
• 6:07
  clients.
• 6:08
  How
• 6:08
  do
• 6:08
  you
• 6:08
  get
• 6:08
  clients?
• 6:09
  And
• 6:10
  what
• 6:10
  I
• 6:10
  did,
• 6:10
  I
• 6:11
  remember
• 6:11
  one
• 6:11
  day,
• 6:13
  my
• 6:13
  cab
• 6:13
  driver,
• 6:15
  he
• 6:15
  was
• 6:15
  just
• 6:15
  saying,
• 6:16
  oh,
• 6:16
  you
• 6:16
  know,
• 6:16
  my
• 6:17
  cab
• 6:17
  office,
• 6:18
  we
• 6:18
  leaflet.
• 6:19
  And
• 6:19
  my.
• 6:20
  My
• 6:20
  ears
• 6:20
  just
• 6:20
  perked
• 6:21
  up.
• 6:21
  I'm
• 6:21
  like,
• 6:21
  what
• 6:21
  do
• 6:21
  you
• 6:21
  mean,
• 6:22
  you
• 6:22
  leaflet?
• 6:23
  He
• 6:23
  said,
• 6:23
  they
• 6:24
  put
• 6:24
  leaflets
• 6:25
  in
• 6:25
  people's
• 6:27
  letter
• 6:27
  boxes.
• 6:28
  And
• 6:28
  I
• 6:28
  said,
• 6:28
  do
• 6:28
  you
• 6:28
  do
• 6:29
  posh
• 6:29
  areas?
• 6:30
  And
• 6:30
  I
• 6:30
  had
• 6:31
  specific
• 6:31
  areas
• 6:31
  in
• 6:32
  mind
• 6:32
  that
• 6:32
  were
• 6:32
  very
• 6:32
  near
• 6:33
  me
• 6:33
  because
• 6:33
  obviously
• 6:34
  delivery.
• 6:35
  And
• 6:35
  he
• 6:35
  said,
• 6:35
  yeah,
• 6:36
  you
• 6:36
  know,
• 6:36
  we
• 6:36
  do
• 6:36
  blah,
• 6:37
  blah,
• 6:37
  blah.
• 6:37
  And
• 6:37
  I'm
• 6:37
  like,
• 6:37
  okay,
• 6:38
  that's
• 6:38
  it.
• 6:38
  So
• 6:38
  I
• 6:39
  made
• 6:39
  some
• 6:39
  really
• 6:39
  gorgeous
• 6:40
  leaflets,
• 6:41
  more
• 6:41
  like
• 6:42
  cards.
• 6:42
  And
• 6:42
  I
• 6:43
  gave
• 6:43
  them
• 6:43
  to
• 6:43
  him
• 6:44
  and
• 6:44
  I
• 6:44
  said,
• 6:44
  how
• 6:44
  much
• 6:44
  would
• 6:45
  you
• 6:45
  charge
• 6:45
  me
• 6:45
  for
• 6:46
  leaflets?
• 6:46
  And
• 6:46
  he
• 6:46
  said,
• 6:47
  maybe
• 6:47
  10,
• 6:47
  10,
• 6:47
  20
• 6:48
  quid.
• 6:48
  I
• 6:48
  know
• 6:48
  he
• 6:49
  wasn't
• 6:49
  more
• 6:49
  than
• 6:49
  20
• 6:50
  quid.
• 6:50
  So
• 6:50
  a
• 6:50
  couple
• 6:51
  of
• 6:51
  times
• 6:51
  a
• 6:51
  month
• 6:53
  he
• 6:53
  would
• 6:53
  leaflet.
• 6:54
  So
• 6:54
  that
• 6:54
  was
• 6:55
  strategy
• 6:55
  number
• 6:55
  one.
• 6:56
  It
• 6:56
  was
• 6:57
  simple,
• 6:57
  but
• 6:58
  I
• 6:58
  just
• 6:58
  thought,
• 6:58
  this
• 6:59
  is
• 6:59
  different,
• 6:59
  because
• 7:00
  the
• 7:00
  other
• 7:00
  option
• 7:00
  was
• 7:01
  put
• 7:01
  in
• 7:01
  a
• 7:01
  card
• 7:02
  in
• 7:02
  my
• 7:02
  local
• 7:03
  corner
• 7:03
  shop.
• 7:04
  But
• 7:04
  then
• 7:04
  I
• 7:04
  kind
• 7:05
  of
• 7:05
  had
• 7:05
  an
• 7:05
  idea
• 7:06
  that
• 7:06
  the
• 7:06
  kind
• 7:06
  of
• 7:07
  people
• 7:07
  that
• 7:07
  I
• 7:07
  wanted
• 7:08
  to
• 7:08
  attract
• 7:09
  with
• 7:09
  my
• 7:09
  cakes
• 7:09
  will
• 7:10
  not,
• 7:10
  you
• 7:10
  know,
• 7:11
  take
• 7:11
  a
• 7:11
  car
• 7:11
  from
• 7:11
  the
• 7:11
  corner
• 7:12
  shop.
• 7:12
  And
• 7:12
  then
• 7:13
  the
• 7:13
  second
• 7:13
  thing
• 7:14
  that
• 7:15
  I
• 7:15
  did,
• 7:15
  I
• 7:16
  took
• 7:16
  the
• 7:16
  Yellow
• 7:16
  Pages,
• 7:17
  so
• 7:17
  those
• 7:17
  massive
• 7:18
  phone
• 7:18
  book
• 7:18
  called
• 7:18
  The
• 7:19
  Yellow
• 7:19
  Pages.
• 7:20
  And
• 7:20
  I
• 7:21
  started
• 7:21
  calling
• 7:21
  every
• 7:22
  planner
• 7:23
  and
• 7:23
  every
• 7:24
  event
• 7:24
  company
• 7:25
  that
• 7:25
  I
• 7:25
  could
• 7:25
  think
• 7:26
  of.
• 7:26
  And
• 7:26
  I
• 7:26
  probably
• 7:27
  made
• 7:27
  about
• 7:27
  120
• 7:28
  calls
• 7:28
  or
• 7:29
  thereabouts.
• 7:30
  And
• 7:30
  then
• 7:30
  one
• 7:30
  afternoon,
• 7:31
  it
• 7:31
  was
• 7:31
  a
• 7:31
  Wednesday,
• 7:32
  never
• 7:32
  forgot,
• 7:32
  never
• 7:33
  forget.
• 7:33
  And
• 7:34
  I
• 7:34
  made
• 7:35
  this
• 7:35
  call
• 7:35
  and
• 7:35
  a
• 7:35
  very
• 7:36
  young
• 7:36
  voice
• 7:36
  at
• 7:36
  the
• 7:36
  other
• 7:37
  end
• 7:37
  said,
• 7:37
  do
• 7:38
  you
• 7:38
  make
• 7:38
  cupcakes?
• 7:39
  And
• 7:39
  I
• 7:39
  said,
• 7:39
  of
• 7:39
  course
• 7:39
  we
• 7:40
  make
• 7:40
  cupcakes.
• 7:41
  And
• 7:41
  then
• 7:41
  I
• 7:41
  did
• 7:41
  something
• 7:42
  that
• 7:42
  I've
• 7:42
  learned
• 7:43
  as
• 7:43
  a
• 7:43
  headhunter
• 7:44
  and
• 7:44
  I
• 7:44
  said,
• 7:44
  oh,
• 7:45
  I'm
• 7:45
  going
• 7:45
  to
• 7:45
  be
• 7:45
  in
• 7:45
  your
• 7:45
  area
• 7:46
  in
• 7:46
  the
• 7:46
  next
• 7:47
  three
• 7:47
  days.
• 7:48
  Do
• 7:48
  you
• 7:48
  want
• 7:48
  me
• 7:48
  to
• 7:48
  bring
• 7:49
  some
• 7:49
  samples?
• 7:50
  And
• 7:50
  she
• 7:50
  said,
• 7:50
  yes.
• 7:51
  So
• 7:51
  three
• 7:52
  days,
• 7:52
  got
• 7:53
  some
• 7:53
  money
• 7:53
  together,
• 7:54
  bought
• 7:54
  some
• 7:54
  beautiful
• 7:55
  boxes,
• 7:56
  the
• 7:56
  best
• 7:56
  I
• 7:56
  could
• 7:56
  find,
• 7:57
  did
• 7:57
  the
• 7:57
  cupcakes
• 7:58
  and
• 7:59
  took
• 7:59
  them
• 7:59
  down
• 8:00
  on
• 8:00
  the
• 8:00
  bus.
• 8:01
  And
• 8:02
  when
• 8:02
  I
• 8:02
  arrived,
• 8:03
  I
• 8:03
  remember
• 8:03
  I
• 8:03
  was
• 8:03
  so
• 8:04
  scared.
• 8:04
  It
• 8:04
  was
• 8:04
  a
• 8:05
  very
• 8:05
  nice
• 8:05
  house,
• 8:06
  you
• 8:06
  know,
• 8:07
  in
• 8:07
  very
• 8:07
  nice
• 8:08
  house
• 8:08
  in
• 8:08
  London.
• 8:08
  So
• 8:09
  I
• 8:09
  dropped
• 8:09
  the
• 8:10
  cakes
• 8:10
  off
• 8:10
  and
• 8:11
  I
• 8:11
  legged
• 8:11
  it.
• 8:11
  I
• 8:12
  literally
• 8:12
  just
• 8:12
  said,
• 8:12
  oh,
• 8:12
  delivery
• 8:12
  from
• 8:13
  Elizabeth.
• 8:14
  And
• 8:14
  while
• 8:14
  I
• 8:14
  was
• 8:14
  on
• 8:15
  the
• 8:15
  bus
• 8:15
  on
• 8:15
  the
• 8:15
  way
• 8:15
  back,
• 8:16
  I
• 8:16
  got
• 8:16
  a
• 8:16
  call
• 8:16
  saying,
• 8:17
  lady
• 8:17
  Elizabeth
• 8:18
  Anson
• 8:18
  would
• 8:19
  like
• 8:19
  to
• 8:20
  meet
• 8:20
  you.
• 8:21
  And
• 8:21
  I'm
• 8:21
  like,
• 8:22
  who
• 8:22
  is
• 8:22
  that?
• 8:22
  You
• 8:22
  know,
• 8:22
  in
• 8:23
  my
• 8:23
  head
• 8:23
  I
• 8:23
  was
• 8:23
  like,
• 8:24
  who's
• 8:24
  that?
• 8:25
  But
• 8:25
  anyway,
• 8:26
  I
• 8:26
  went
• 8:26
  back,
• 8:26
  I
• 8:26
  met
• 8:27
  Lady
• 8:27
  Elizabeth,
• 8:28
  and
• 8:28
  she
• 8:29
  happened
• 8:29
  to
• 8:30
  be
• 8:30
  the
• 8:31
  cousin
• 8:32
  to
• 8:33
  the
• 8:33
  late
• 8:34
  Queen
• 8:34
  Elizabeth.
• 8:35
  So
• 8:35
  their
• 8:35
  first
• 8:35
  cousins,
• 8:36
  the
• 8:36
  only
• 8:37
  one
• 8:37
  to
• 8:37
  call
• 8:37
  Queen
• 8:37
  Elizabeth
• 8:38
  by
• 8:38
  her
• 8:38
  name,
• 8:39
  blah,
• 8:39
  blah,
• 8:39
  blah.
• 8:40
  But
• 8:40
  I
• 8:40
  didn't
• 8:40
  know
• 8:41
  that
• 8:41
  at
• 8:41
  the
• 8:41
  time,
• 8:41
  obviously.
• 8:42
  I
• 8:42
  just
• 8:42
  knew
• 8:42
  she
• 8:43
  was
• 8:43
  fairly
• 8:44
  important.
• 8:44
  And
• 8:45
  then
• 8:45
  on
• 8:45
  the
• 8:45
  spot,
• 8:46
  she
• 8:46
  ordered
• 8:47
  about
• 8:48
  200
• 8:48
  cupcakes
• 8:49
  or
• 8:49
  thereabouts,
• 8:50
  and
• 8:50
  she
• 8:51
  gave
• 8:51
  me
• 8:51
  a
• 8:51
  check
• 8:53
  from
• 8:53
  a
• 8:54
  private
• 8:54
  bank.
• 8:55
  And
• 8:56
  I
• 8:56
  was
• 8:56
  thinking,
• 8:56
  oh
• 8:56
  my
• 8:57
  God,
• 8:57
  this
• 8:57
  is
• 8:57
  not
• 8:58
  happening
• 8:59
  right
• 8:59
  now.
• 8:59
  Obviously
• 9:00
  I
• 9:00
  made
• 9:00
  the
• 9:00
  rookie
• 9:01
  mistake.
• 9:02
  My
• 9:02
  I
• 9:02
  charge
• 9:03
  way
• 9:03
  too
• 9:04
  low,
• 9:04
  way
• 9:05
  too
• 9:05
  low.
• 9:05
  I
• 9:05
  didn't
• 9:06
  even
• 9:06
  factor
• 9:06
  in
• 9:07
  delivery.
• 9:08
  But
• 9:08
  I
• 9:08
  was
• 9:08
  just
• 9:09
  so
• 9:09
  happy
• 9:10
  to
• 9:10
  get
• 9:11
  that
• 9:11
  first
• 9:12
  order.
• 9:14
  And
• 9:14
  it
• 9:15
  wasn't
• 9:15
  now,
• 9:16
  if
• 9:16
  that
• 9:16
  had
• 9:16
  happened,
• 9:17
  that
• 9:17
  would
• 9:17
  have
• 9:17
  been
• 9:17
  amazing
• 9:18
  in
• 9:18
  itself,
• 9:18
  but
• 9:18
  it
• 9:19
  was.
• 9:19
  What
• 9:19
  happened
• 9:20
  after
• 9:20
  that
• 9:21
  was
• 9:21
  even
• 9:21
  more
• 9:22
  amazing.
• 9:22
  So
• 9:23
  after
• 9:23
  I
• 9:24
  delivered
• 9:24
  the
• 9:24
  order,
• 9:26
  she
• 9:26
  then
• 9:26
  writes
• 9:27
  me
• 9:27
  this
• 9:27
  incredible
• 9:28
  letter
• 9:28
  saying
• 9:30
  she
• 9:31
  used
• 9:31
  three
• 9:31
  cake
• 9:31
  makers
• 9:32
  for
• 9:32
  the
• 9:32
  event.
• 9:33
  My
• 9:33
  cakes
• 9:33
  tasted
• 9:34
  the
• 9:34
  best,
• 9:34
  they
• 9:34
  were
• 9:35
  the
• 9:35
  best
• 9:35
  looking,
• 9:35
  blah,
• 9:35
  blah,
• 9:36
  blah.
• 9:37
  And
• 9:38
  I
• 9:38
  can
• 9:38
  use
• 9:39
  her
• 9:39
  words
• 9:40
  on
• 9:40
  all
• 9:40
  my
• 9:41
  marketing
• 9:41
  material
• 9:42
  from
• 9:42
  then
• 9:43
  on
• 9:43
  that
• 9:43
  she
• 9:43
  gives
• 9:43
  me
• 9:44
  permission.
• 9:45
  I
• 9:45
  mean,
• 9:45
  you
• 9:46
  can't
• 9:46
  even
• 9:46
  imagine
• 9:46
  what
• 9:47
  that
• 9:47
  did.
• 9:47
  Talk
• 9:48
  about
• 9:48
  allyship,
• 9:49
  talk
• 9:49
  about
• 9:50
  someone
• 9:51
  just
• 9:52
  helping
• 9:53
  without
• 9:54
  any
• 9:54
  obligation.
• 9:55
  I
• 9:55
  was
• 9:55
  over
• 9:55
  the
• 9:56
  moon
• 9:56
  and
• 9:56
  I've
• 9:57
  never
• 9:57
  ever
• 9:57
  forgotten
• 9:58
  it.
• 9:58
  And
• 9:58
  I'm
• 9:58
  eternally
• 9:59
  grateful
• 10:00
  that
• 10:00
  she
• 10:00
  saw
• 10:01
  something
• 10:01
  in
• 10:01
  my
• 10:01
  case
• 10:02
  that
• 10:02
  I
• 10:03
  probably
• 10:03
  never,
• 10:03
  probably
• 10:04
  didn't
• 10:04
  see
• 10:05
  at
• 10:05
  the
• 10:05
  time.
• 10:06
  And
• 10:06
  yeah,
• 10:06
  that
• 10:07
  was
• 10:07
  that
• 10:07
  was
• 10:07
  it.
• 10:08
  What
• 10:08
  an
• 10:08
  amazing
• 10:09
  story.
• 10:09
  How
• 10:09
  did
• 10:09
  she
• 10:10
  find
• 10:10
  you?
• 10:10
  Do
• 10:10
  you
• 10:10
  know?
• 10:10
  Did
• 10:11
  she
• 10:11
  find,
• 10:11
  was
• 10:11
  it
• 10:11
  one
• 10:11
  of
• 10:11
  the
• 10:12
  leaflets
• 10:12
  that
• 10:12
  had
• 10:12
  gone
• 10:12
  through
• 10:12
  her
• 10:13
  door?
• 10:13
  Was
• 10:13
  it
• 10:13
  through
• 10:13
  a
• 10:13
  planner?
• 10:14
  No,
• 10:14
  I
• 10:14
  called,
• 10:14
  remember
• 10:15
  I
• 10:15
  took
• 10:15
  the
• 10:15
  Yellow
• 10:15
  Pages
• 10:16
  and
• 10:16
  I
• 10:16
  called.
• 10:16
  It
• 10:17
  was
• 10:17
  a
• 10:17
  random
• 10:17
  call
• 10:17
  that
• 10:18
  I
• 10:18
  made
• 10:19
  to
• 10:20
  her
• 10:20
  office.
• 10:22
  And
• 10:22
  I
• 10:22
  think
• 10:22
  I
• 10:23
  called
• 10:23
  up
• 10:23
  the
• 10:23
  time
• 10:24
  when,
• 10:24
  from
• 10:25
  what
• 10:25
  they
• 10:25
  tell
• 10:25
  me
• 10:26
  later,
• 10:26
  they'd
• 10:26
  already
• 10:26
  tried
• 10:27
  about
• 10:27
  10
• 10:27
  different
• 10:27
  cake
• 10:28
  makers.
• 10:29
  But
• 10:29
  Lady
• 10:30
  Elizabeth
• 10:30
  was
• 10:30
  so
• 10:31
  particular
• 10:31
  about
• 10:31
  what
• 10:31
  she
• 10:32
  wanted
• 10:32
  and
• 10:32
  she
• 10:32
  believed
• 10:33
  that
• 10:33
  it
• 10:34
  was
• 10:34
  out
• 10:34
  there.
• 10:34
  And
• 10:35
  every
• 10:35
  time
• 10:35
  I
• 10:35
  saw
• 10:35
  her,
• 10:36
  she
• 10:36
  would
• 10:36
  tell
• 10:36
  me,
• 10:37
  I
• 10:37
  always
• 10:37
  remember
• 10:38
  your
• 10:38
  cakes
• 10:38
  because
• 10:39
  I've
• 10:39
  gone
• 10:40
  through
• 10:40
  10
• 10:40
  different
• 10:41
  cake
• 10:41
  makers
• 10:42
  and
• 10:42
  none
• 10:42
  of
• 10:42
  them,
• 10:43
  and
• 10:44
  I
• 10:44
  assume
• 10:45
  that
• 10:45
  someone
• 10:45
  in
• 10:46
  her
• 10:46
  position
• 10:46
  has.
• 10:47
  She
• 10:47
  would
• 10:47
  have
• 10:48
  eaten,
• 10:48
  obviously
• 10:48
  at
• 10:49
  the
• 10:49
  best
• 10:49
  restaurants,
• 10:49
  tried
• 10:50
  the
• 10:50
  best
• 10:50
  cakes
• 10:50
  in
• 10:51
  the
• 10:51
  world,
• 10:51
  and
• 10:52
  yet
• 10:52
  she
• 10:52
  saw
• 10:52
  something
• 10:52
  in
• 10:52
  what
• 10:53
  I
• 10:53
  did.
• 10:53
  So
• 10:54
  I
• 10:54
  just
• 10:54
  happen,
• 10:54
  maybe
• 10:55
  right
• 10:55
  place,
• 10:55
  right
• 10:56
  time,
• 10:56
  who
• 10:56
  knows?
• 10:57
  Absolutely
• 10:57
  incredible.
• 10:58
  What
• 10:58
  I
• 10:58
  love,
• 10:59
  though,
• 10:59
  about
• 10:59
  you,
• 10:59
  Elizabeth,
• 11:00
  is
• 11:00
  you
• 11:01
  always
• 11:01
  make
• 11:01
  all
• 11:01
  this
• 11:01
  stuff
• 11:02
  sound
• 11:02
  easy,
• 11:02
  but
• 11:02
  you
• 11:03
  do
• 11:03
  all
• 11:03
  of
• 11:03
  the
• 11:03
  things
• 11:03
  that
• 11:04
  I
• 11:04
  tell
• 11:04
  people
• 11:04
  to
• 11:04
  do
• 11:04
  all
• 11:04
  the
• 11:05
  time,
• 11:05
  but
• 11:05
  they
• 11:05
  don't
• 11:05
  have
• 11:05
  the
• 11:06
  confidence
• 11:06
  to
• 11:06
  do.
• 11:07
  Just
• 11:07
  ask
• 11:08
  the
• 11:08
  question,
• 11:08
  reach
• 11:08
  out,
• 11:09
  drop
• 11:09
  the
• 11:09
  leaflet,
• 11:11
  have
• 11:11
  an
• 11:11
  idea,
• 11:12
  think
• 11:12
  outside
• 11:12
  of
• 11:12
  the
• 11:13
  box.
• 11:13
  Like
• 11:13
  just
• 11:13
  your
• 11:14
  example
• 11:14
  of
• 11:14
  getting
• 11:14
  the
• 11:15
  cab
• 11:15
  driver
• 11:16
  to
• 11:16
  deliver
• 11:16
  the
• 11:16
  leaflets.
• 11:17
  Most
• 11:17
  people
• 11:17
  would
• 11:18
  think,
• 11:18
  oh,
• 11:18
  I
• 11:18
  should
• 11:19
  probably
• 11:19
  deliver
• 11:19
  them
• 11:19
  myself,
• 11:20
  I
• 11:20
  don't
• 11:20
  want
• 11:20
  to
• 11:20
  spend
• 11:20
  the
• 11:21
  money.
• 11:21
  But
• 11:21
  such
• 11:22
  a
• 11:22
  good
• 11:22
  idea,
• 11:22
  I
• 11:22
  love
• 11:23
  it.
• 11:23
  This
• 11:23
  is
• 11:23
  why
• 11:23
  I
• 11:23
  love
• 11:23
  having
• 11:24
  conversations
• 11:24
  with
• 11:24
  you,
• 11:24
  because
• 11:25
  you're
• 11:25
  always
• 11:25
  full
• 11:26
  of
• 11:26
  inspiration.
• 11:27
  Now
• 11:27
  the
• 11:27
  other
• 11:27
  thing
• 11:28
  I
• 11:28
  think
• 11:28
  is
• 11:28
  really
• 11:29
  interesting
• 11:29
  is
• 11:30
  I
• 11:30
  speak
• 11:30
  to
• 11:30
  a
• 11:30
  lot
• 11:31
  of
• 11:31
  wedding
• 11:31
  clients
• 11:31
  who
• 11:31
  maybe
• 11:32
  have
• 11:32
  been
• 11:32
  in
• 11:32
  the
• 11:32
  industry
• 11:33
  five
• 11:33
  years
• 11:34
  and
• 11:34
  they
• 11:34
  say
• 11:34
  something
• 11:35
  like,
• 11:36
  now
• 11:36
  I
• 11:36
  want
• 11:36
  to
• 11:36
  go
• 11:36
  for
• 11:37
  the
• 11:37
  high
• 11:37
  end
• 11:37
  market,
• 11:38
  now
• 11:38
  I
• 11:38
  want
• 11:38
  to
• 11:38
  go
• 11:38
  into
• 11:39
  luxury.
• 11:40
  But
• 11:40
  from
• 11:40
  your
• 11:40
  story,
• 11:41
  you
• 11:41
  kind
• 11:41
  of
• 11:41
  targeted
• 11:42
  luxury
• 11:43
  from
• 11:43
  day
• 11:43
  one,
• 11:44
  is
• 11:44
  that
• 11:44
  correct?
• 11:45
  I
• 11:46
  would
• 11:46
  say
• 11:46
  I
• 11:47
  fell
• 11:47
  into
• 11:48
  luxury.
• 11:48
  But
• 11:48
  I
• 11:48
  think
• 11:49
  my
• 11:49
  natural
• 11:49
  inclination
• 11:50
  was
• 11:51
  to
• 11:51
  target.
• 11:51
  But
• 11:52
  I
• 11:52
  didn't
• 11:52
  realize
• 11:52
  that
• 11:52
  was
• 11:53
  what
• 11:53
  I
• 11:53
  was
• 11:53
  doing.
• 11:54
  I.
• 11:55
  But
• 11:55
  my
• 11:56
  natural
• 11:56
  inclination
• 11:57
  was
• 11:58
  if
• 11:58
  these
• 11:58
  cakes
• 11:59
  are
• 11:59
  as
• 11:59
  special
• 11:59
  as
• 11:59
  people
• 12:00
  keep
• 12:00
  telling
• 12:00
  me
• 12:00
  they
• 12:00
  are,
• 12:01
  then
• 12:02
  I
• 12:02
  need,
• 12:02
  I
• 12:02
  need
• 12:02
  people
• 12:03
  who
• 12:03
  can
• 12:03
  pay.
• 12:04
  But
• 12:05
  even
• 12:05
  then
• 12:06
  I
• 12:06
  was
• 12:06
  still
• 12:06
  targeting
• 12:07
  the
• 12:07
  middle
• 12:07
  market.
• 12:08
  I
• 12:08
  wasn't
• 12:08
  targeting
• 12:09
  the
• 12:09
  1%
• 12:10
  of
• 12:10
  the
• 12:10
  1%,
• 12:10
  to
• 12:11
  be
• 12:11
  honest.
• 12:11
  I
• 12:11
  was
• 12:11
  just
• 12:12
  saying,
• 12:12
  oh
• 12:12
  my
• 12:12
  God,
• 12:12
  if
• 12:13
  people
• 12:13
  can
• 12:13
  pay
• 12:14
  just
• 12:15
  more
• 12:15
  than
• 12:16
  what
• 12:16
  they,
• 12:16
  what
• 12:17
  they'll
• 12:17
  probably
• 12:17
  pay
• 12:17
  at
• 12:17
  X,
• 12:18
  Y,
• 12:18
  Z,
• 12:19
  then
• 12:19
  I'm
• 12:19
  happy
• 12:19
  with
• 12:20
  that.
• 12:20
  And
• 12:21
  again,
• 12:22
  I
• 12:22
  love
• 12:22
  what
• 12:22
  you
• 12:22
  said
• 12:23
  because
• 12:23
  it's
• 12:24
  about
• 12:24
  mindset.
• 12:25
  And
• 12:26
  that
• 12:26
  is
• 12:27
  because
• 12:27
  that's
• 12:28
  how
• 12:28
  I
• 12:28
  start
• 12:28
  my
• 12:28
  book.
• 12:29
  Because
• 12:29
  if
• 12:30
  you
• 12:30
  haven't
• 12:30
  got
• 12:31
  the
• 12:31
  luxury
• 12:32
  mindset,
• 12:33
  and
• 12:33
  people
• 12:34
  think
• 12:34
  it
• 12:34
  has
• 12:34
  to
• 12:34
  be.
• 12:35
  You
• 12:36
  live
• 12:36
  in
• 12:36
  a
• 12:36
  life
• 12:37
  of
• 12:37
  luxury
• 12:37
  or
• 12:38
  understanding
• 12:39
  designer
• 12:39
  brands?
• 12:40
  No,
• 12:40
  not
• 12:40
  really.
• 12:41
  No.
• 12:41
  It's
• 12:42
  all
• 12:42
  about
• 12:42
  having
• 12:43
  the
• 12:43
  mindset
• 12:44
  that
• 12:44
  what
• 12:45
  you
• 12:45
  are
• 12:45
  producing
• 12:46
  is
• 12:46
  special
• 12:47
  and
• 12:48
  people,
• 12:49
  it
• 12:49
  will
• 12:49
  be
• 12:49
  an
• 12:49
  honor
• 12:50
  for
• 12:50
  you
• 12:50
  to
• 12:50
  serve
• 12:51
  people
• 12:51
  in
• 12:51
  a
• 12:51
  certain
• 12:52
  market.
• 12:53
  And
• 12:53
  it's
• 12:53
  also
• 12:53
  about
• 12:54
  understanding
• 12:54
  yourself
• 12:56
  because
• 12:57
  when
• 12:57
  you
• 12:57
  meet
• 12:58
  really
• 12:58
  high
• 12:59
  end
• 12:59
  people,
• 12:59
  they
• 12:59
  want
• 13:00
  to
• 13:00
  know
• 13:00
  who
• 13:00
  you
• 13:00
  are,
• 13:01
  they
• 13:01
  want
• 13:01
  to
• 13:01
  know
• 13:02
  who
• 13:02
  are
• 13:02
  you,
• 13:03
  what
• 13:03
  makes
• 13:03
  you
• 13:03
  tick
• 13:04
  and
• 13:04
  are
• 13:05
  you
• 13:05
  just
• 13:05
  another
• 13:06
  person
• 13:06
  in
• 13:06
  line
• 13:07
  wanting
• 13:08
  our
• 13:08
  money?
• 13:09
  What
• 13:09
  are
• 13:09
  you
• 13:09
  going
• 13:09
  to
• 13:10
  give
• 13:10
  me
• 13:10
  in
• 13:11
  exchange
• 13:11
  for
• 13:12
  my
• 13:13
  money?
• 13:14
  And
• 13:14
  it's
• 13:15
  also
• 13:15
  about
• 13:15
  knowing
• 13:16
  the
• 13:16
  different
• 13:16
  types
• 13:17
  of
• 13:17
  luxury
• 13:18
  clients.
• 13:18
  Something
• 13:19
  I've
• 13:19
  always,
• 13:19
  always
• 13:20
  been
• 13:20
  speaking
• 13:20
  about.
• 13:21
  So
• 13:22
  it's
• 13:22
  about
• 13:22
  having
• 13:23
  that
• 13:23
  luxury
• 13:24
  mindset,
• 13:25
  that
• 13:25
  one
• 13:26
  you
• 13:26
  are
• 13:26
  good
• 13:26
  enough
• 13:27
  to,
• 13:27
  your
• 13:27
  products
• 13:28
  are
• 13:28
  good
• 13:28
  enough
• 13:28
  and
• 13:29
  your
• 13:29
  product
• 13:29
  doesn't
• 13:29
  have
• 13:30
  to
• 13:30
  be
• 13:30
  the
• 13:30
  best.
• 13:30
  By
• 13:30
  the
• 13:30
  way,
• 13:31
  people
• 13:31
  think,
• 13:31
  oh
• 13:32
  my
• 13:32
  God,
• 13:32
  it's
• 13:32
  going
• 13:32
  to
• 13:32
  be
• 13:32
  perfect.
• 13:33
  Because
• 13:33
  to
• 13:34
  be
• 13:34
  fair,
• 13:34
  your
• 13:34
  perfect
• 13:35
  is
• 13:35
  somebody
• 13:35
  else's
• 13:36
  starting
• 13:36
  point.
• 13:37
  So.
• 13:38
  But
• 13:38
  the
• 13:39
  one
• 13:39
  thing
• 13:39
  I
• 13:40
  always
• 13:40
  say
• 13:40
  is
• 13:40
  your
• 13:41
  product,
• 13:42
  it,
• 13:42
  you
• 13:42
  know,
• 13:43
  it
• 13:43
  shouldn't
• 13:43
  be
• 13:44
  mediocre
• 13:45
  because
• 13:45
  there's
• 13:45
  a
• 13:46
  lot
• 13:46
  of,
• 13:46
  there's
• 13:47
  a
• 13:47
  lot
• 13:47
  of
• 13:47
  mediocrity
• 13:48
  out
• 13:48
  there
• 13:48
  and
• 13:49
  there's
• 13:49
  a
• 13:49
  lot
• 13:49
  of
• 13:49
  undifferentiated
• 13:51
  brands
• 13:52
  because,
• 13:53
  because
• 13:53
  at
• 13:53
  the
• 13:53
  end
• 13:54
  of
• 13:54
  the
• 13:54
  day
• 13:54
  all
• 13:54
  of
• 13:54
  you
• 13:55
  then
• 13:55
  look
• 13:55
  the
• 13:55
  same.
• 13:56
  So
• 13:56
  someone's
• 13:56
  done
• 13:56
  this
• 13:57
  particular
• 13:57
  wedding
• 13:58
  cake
• 13:58
  style
• 13:59
  and
• 13:59
  then
• 13:59
  there's
• 13:59
  a
• 13:59
  gazillion
• 14:00
  of
• 14:00
  you
• 14:01
  rushing
• 14:01
  to
• 14:02
  do
• 14:02
  that
• 14:02
  trend.
• 14:03
  You
• 14:04
  are
• 14:04
  not
• 14:04
  differentiated
• 14:05
  enough
• 14:06
  for
• 14:07
  you
• 14:07
  to
• 14:07
  be
• 14:07
  special.
• 14:07
  In
• 14:08
  fact,
• 14:08
  I
• 14:09
  know
• 14:09
  people
• 14:09
  who
• 14:09
  keep
• 14:10
  to
• 14:10
  the
• 14:10
  same
• 14:10
  style.
• 14:11
  Even
• 14:12
  if
• 14:12
  people
• 14:12
  say,
• 14:12
  oh
• 14:12
  my
• 14:12
  God,
• 14:12
  that's
• 14:13
  old
• 14:13
  fashioned,
• 14:14
  but
• 14:14
  is
• 14:14
  their
• 14:15
  distinctive
• 14:15
  style
• 14:16
  and
• 14:16
  at
• 14:16
  least
• 14:17
  clients
• 14:17
  know
• 14:18
  what
• 14:18
  they're
• 14:18
  getting
• 14:19
  from
• 14:19
  them.
• 14:20
  So
• 14:20
  this
• 14:20
  is
• 14:21
  a
• 14:21
  subject
• 14:21
  that
• 14:22
  I
• 14:22
  think
• 14:22
  we're
• 14:22
  completely
• 14:23
  in
• 14:23
  agreement
• 14:24
  with
• 14:24
  in
• 14:25
  that
• 14:25
  people
• 14:25
  need
• 14:26
  to
• 14:26
  be
• 14:26
  able
• 14:26
  to
• 14:27
  have
• 14:27
  that
• 14:27
  mindset,
• 14:28
  it's
• 14:28
  all
• 14:28
  about
• 14:28
  mindset.
• 14:29
  And
• 14:30
  go
• 14:30
  out
• 14:30
  there
• 14:30
  and
• 14:31
  position
• 14:31
  themselves.
• 14:32
  But
• 14:32
  then
• 14:32
  like
• 14:32
  you
• 14:33
  said,
• 14:33
  it's
• 14:34
  easier
• 14:34
  said
• 14:34
  than
• 14:35
  done.
• 14:35
  100%.
• 14:36
  I
• 14:36
  totally
• 14:37
  agree
• 14:37
  with
• 14:37
  everything
• 14:38
  you've
• 14:38
  said.
• 14:38
  So
• 14:38
  let's
• 14:38
  dive
• 14:39
  into
• 14:39
  that
• 14:39
  a
• 14:39
  little
• 14:39
  bit
• 14:39
  more
• 14:39
  because
• 14:40
  I
• 14:40
  know
• 14:40
  that's
• 14:40
  what
• 14:40
  your
• 14:40
  book
• 14:41
  is
• 14:41
  about
• 14:41
  and
• 14:42
  we'll
• 14:42
  talk
• 14:42
  more
• 14:42
  about
• 14:42
  the
• 14:42
  book
• 14:43
  shortly.
• 14:43
  But
• 14:44
  what
• 14:44
  do
• 14:44
  you
• 14:44
  think
• 14:45
  makes
• 14:45
  a
• 14:45
  brand
• 14:46
  luxury?
• 14:46
  Because
• 14:47
  just
• 14:47
  sticking
• 14:47
  the
• 14:47
  word
• 14:48
  luxury
• 14:48
  on
• 14:48
  something
• 14:49
  does
• 14:49
  not
• 14:50
  make
• 14:50
  it
• 14:50
  a
• 14:50
  luxury
• 14:50
  brand.
• 14:51
  So
• 14:51
  if
• 14:51
  you've
• 14:51
  got
• 14:51
  any
• 14:51
  tips
• 14:52
  for
• 14:52
  the
• 14:52
  kind
• 14:53
  of
• 14:53
  things
• 14:53
  that
• 14:53
  you
• 14:54
  see
• 14:54
  in
• 14:54
  that
• 14:55
  luxury
• 14:55
  space
• 14:55
  that
• 14:56
  is
• 14:56
  going
• 14:56
  to
• 14:56
  elevate
• 14:56
  someone's
• 14:57
  brand,
• 14:58
  I've
• 14:58
  got
• 14:58
  plenty.
• 14:59
  And
• 15:00
  in
• 15:00
  fact,
• 15:01
  this
• 15:01
  is
• 15:01
  the
• 15:01
  second
• 15:02
  part
• 15:02
  of
• 15:03
  my
• 15:03
  book.
• 15:03
  So
• 15:03
  in
• 15:04
  My
• 15:04
  opinion,
• 15:05
  there
• 15:05
  are
• 15:05
  five
• 15:05
  things
• 15:06
  that
• 15:06
  make
• 15:06
  a
• 15:07
  brand
• 15:07
  luxury.
• 15:08
  So
• 15:09
  imagine
• 15:09
  four
• 15:10
  legs
• 15:10
  of
• 15:10
  a
• 15:10
  table,
• 15:11
  and
• 15:11
  then
• 15:12
  in
• 15:12
  the
• 15:12
  center
• 15:13
  you
• 15:14
  have
• 15:15
  a
• 15:15
  pillar
• 15:16
  or
• 15:16
  a
• 15:16
  pole.
• 15:16
  So
• 15:16
  I
• 15:17
  call
• 15:17
  it
• 15:17
  the
• 15:17
  five
• 15:17
  pillars.
• 15:18
  And
• 15:19
  from
• 15:19
  the
• 15:19
  top
• 15:19
  of
• 15:19
  my
• 15:20
  head,
• 15:20
  if
• 15:20
  I
• 15:20
  can
• 15:20
  remember
• 15:20
  correctly,
• 15:21
  the
• 15:22
  central
• 15:22
  pillar
• 15:22
  is
• 15:23
  storytelling.
• 15:24
  Then
• 15:25
  you've
• 15:25
  got
• 15:26
  business
• 15:27
  model,
• 15:28
  perception,
• 15:29
  craftsmanship.
• 15:31
  Now
• 15:32
  let
• 15:32
  me
• 15:32
  talk
• 15:33
  a
• 15:33
  bit
• 15:33
  about
• 15:33
  storytelling.
• 15:34
  The
• 15:35
  problem
• 15:35
  is,
• 15:36
  as
• 15:36
  you
• 15:36
  said,
• 15:36
  many
• 15:36
  people
• 15:37
  stick
• 15:37
  the
• 15:37
  label
• 15:38
  luxury
• 15:39
  X
• 15:39
  and
• 15:39
  you
• 15:39
  look
• 15:40
  at
• 15:40
  the
• 15:40
  website
• 15:40
  and
• 15:41
  nothing
• 15:41
  excites
• 15:41
  you.
• 15:42
  There
• 15:42
  is
• 15:42
  nothing
• 15:43
  luxury
• 15:44
  about
• 15:44
  it.
• 15:45
  And
• 15:46
  in
• 15:46
  fact,
• 15:47
  it's
• 15:47
  got
• 15:47
  to
• 15:48
  a
• 15:48
  point
• 15:48
  where
• 15:48
  I
• 15:49
  can
• 15:49
  look
• 15:49
  at
• 15:49
  a
• 15:49
  website
• 15:50
  and
• 15:50
  tell
• 15:50
  you
• 15:50
  what
• 15:50
  template
• 15:51
  they've
• 15:51
  used
• 15:52
  to
• 15:52
  build
• 15:52
  the
• 15:52
  website.
• 15:53
  So
• 15:54
  if
• 15:54
  I
• 15:54
  remember
• 15:55
  the
• 15:55
  luxury
• 15:56
  clients
• 15:56
  you're
• 15:56
  trying
• 15:56
  to
• 15:57
  sell
• 15:57
  to,
• 15:57
  if
• 15:58
  they've
• 15:58
  been
• 15:58
  surrounded
• 15:59
  by
• 15:59
  luxury.
• 16:00
  So
• 16:00
  it's
• 16:01
  like
• 16:01
  how
• 16:02
  banks
• 16:02
  train
• 16:02
  their
• 16:03
  tellers.
• 16:03
  In
• 16:04
  the
• 16:04
  old
• 16:04
  days,
• 16:05
  the
• 16:05
  banks
• 16:05
  trained
• 16:06
  their
• 16:06
  tellers
• 16:06
  by
• 16:07
  passing
• 16:07
  them
• 16:08
  real
• 16:08
  money
• 16:09
  to
• 16:09
  the
• 16:09
  point
• 16:10
  where
• 16:10
  as
• 16:10
  soon
• 16:11
  as
• 16:11
  there's
• 16:11
  fake
• 16:11
  money,
• 16:12
  they
• 16:12
  can
• 16:12
  spot
• 16:13
  it
• 16:13
  a
• 16:13
  mile
• 16:13
  away.
• 16:14
  And
• 16:14
  that
• 16:15
  is
• 16:15
  luxury
• 16:16
  in
• 16:16
  a
• 16:16
  nutshell.
• 16:17
  So
• 16:18
  if
• 16:18
  you're
• 16:18
  saying
• 16:18
  I'm
• 16:18
  luxury,
• 16:19
  but
• 16:20
  you
• 16:20
  know,
• 16:20
  the
• 16:21
  first
• 16:21
  point
• 16:21
  of
• 16:21
  contact
• 16:22
  is
• 16:22
  probably
• 16:22
  maybe
• 16:22
  a
• 16:22
  visit
• 16:23
  to
• 16:23
  your
• 16:23
  website
• 16:24
  and
• 16:24
  you're.
• 16:24
  And
• 16:25
  people
• 16:25
  are
• 16:25
  bouncing
• 16:25
  out,
• 16:26
  then
• 16:26
  there's
• 16:27
  something
• 16:27
  not,
• 16:28
  not
• 16:28
  drawing
• 16:29
  them
• 16:29
  in.
• 16:29
  Because
• 16:30
  luxury
• 16:30
  is
• 16:30
  about
• 16:31
  emotion.
• 16:31
  Do
• 16:32
  I
• 16:32
  feel
• 16:32
  something
• 16:33
  when
• 16:33
  I
• 16:34
  look
• 16:34
  at
• 16:34
  what
• 16:34
  you're
• 16:34
  doing?
• 16:35
  Does
• 16:35
  what
• 16:35
  you're
• 16:36
  doing,
• 16:36
  does
• 16:36
  it
• 16:36
  draw
• 16:37
  me
• 16:37
  in?
• 16:37
  So
• 16:37
  that
• 16:38
  emotional
• 16:38
  resonance
• 16:39
  is
• 16:39
  important,
• 16:40
  and
• 16:40
  to
• 16:40
  get
• 16:41
  that
• 16:42
  emotional
• 16:42
  resonance,
• 16:43
  you
• 16:43
  need
• 16:44
  those
• 16:44
  five
• 16:44
  qualities.
• 16:45
  So
• 16:45
  in
• 16:45
  my
• 16:46
  world,
• 16:46
  for
• 16:46
  example,
• 16:46
  Kate
• 16:47
  world,
• 16:47
  a
• 16:47
  lot
• 16:47
  of
• 16:48
  people
• 16:48
  concentrate
• 16:48
  on
• 16:49
  craftsmanship,
• 16:50
  I.e.
• 16:50
  sharp
• 16:51
  edges,
• 16:51
  pristine,
• 16:52
  blah,
• 16:52
  blah,
• 16:52
  blah.
• 16:53
  And
• 16:53
  that's
• 16:54
  important.
• 16:54
  That
• 16:55
  is
• 16:55
  absolutely
• 16:56
  crucial.
• 16:56
  However,
• 16:57
  you
• 16:58
  can
• 16:58
  have
• 16:58
  the
• 16:58
  best
• 16:58
  product,
• 16:59
  but
• 16:59
  if
• 16:59
  you
• 16:59
  don't
• 16:59
  know
• 16:59
  how
• 17:00
  to
• 17:00
  sell
• 17:00
  it
• 17:00
  or
• 17:01
  how
• 17:01
  to
• 17:02
  display
• 17:02
  it,
• 17:03
  then
• 17:03
  you've
• 17:03
  got
• 17:04
  nothing.
• 17:04
  Nobody
• 17:04
  will
• 17:04
  buy
• 17:05
  from
• 17:05
  you.
• 17:06
  So
• 17:06
  I
• 17:06
  often
• 17:06
  say
• 17:07
  to
• 17:07
  people,
• 17:07
  a
• 17:07
  great
• 17:08
  example
• 17:08
  is
• 17:08
  how.
• 17:09
  Look
• 17:09
  at
• 17:09
  how
• 17:09
  jewelry
• 17:10
  brands
• 17:10
  look
• 17:11
  at
• 17:11
  how
• 17:11
  they
• 17:11
  sell
• 17:11
  their
• 17:11
  jewelry.
• 17:12
  It's
• 17:12
  something,
• 17:13
  you
• 17:13
  know,
• 17:13
  jewelry
• 17:13
  is
• 17:13
  something
• 17:14
  small,
• 17:14
  can
• 17:14
  fit
• 17:14
  in
• 17:15
  your
• 17:15
  hand,
• 17:16
  but
• 17:16
  they
• 17:17
  use
• 17:17
  imagery,
• 17:18
  they
• 17:18
  use
• 17:19
  storytelling,
• 17:20
  and
• 17:20
  they
• 17:21
  even
• 17:21
  bring
• 17:21
  in
• 17:21
  elements
• 17:22
  of
• 17:22
  craftsmanship
• 17:23
  to
• 17:23
  let
• 17:23
  you
• 17:24
  know
• 17:24
  that
• 17:24
  what
• 17:24
  you're
• 17:25
  getting
• 17:25
  is
• 17:26
  ultra
• 17:26
  special.
• 17:27
  And
• 17:27
  I
• 17:28
  break
• 17:28
  a
• 17:28
  lot
• 17:29
  down,
• 17:29
  even
• 17:30
  things
• 17:30
  like
• 17:30
  the
• 17:31
  storytelling,
• 17:32
  how
• 17:32
  to
• 17:32
  tell
• 17:32
  your
• 17:33
  story.
• 17:33
  Because
• 17:34
  when
• 17:34
  you're
• 17:34
  telling
• 17:34
  your
• 17:35
  story,
• 17:35
  you
• 17:36
  need
• 17:36
  to
• 17:36
  break
• 17:36
  it
• 17:36
  down
• 17:36
  into
• 17:37
  the
• 17:37
  plot,
• 17:37
  the
• 17:38
  characters,
• 17:39
  the
• 17:40
  surroundings.
• 17:42
  And
• 17:42
  you
• 17:42
  need
• 17:43
  to
• 17:43
  then
• 17:44
  build
• 17:44
  your
• 17:44
  story.
• 17:45
  And
• 17:45
  it
• 17:45
  doesn't
• 17:46
  even
• 17:46
  matter
• 17:46
  whether
• 17:47
  you're
• 17:47
  selling
• 17:48
  that
• 17:48
  your
• 17:48
  cheapest
• 17:49
  product
• 17:49
  or
• 17:49
  your
• 17:50
  most
• 17:50
  expensive,
• 17:51
  expensive
• 17:51
  product.
• 17:52
  The
• 17:52
  whole.
• 17:53
  The
• 17:54
  whole.
• 17:54
  I
• 17:54
  don't
• 17:55
  want
• 17:55
  to
• 17:55
  use,
• 17:55
  say,
• 17:56
  journey,
• 17:56
  but
• 17:56
  the
• 17:56
  whole
• 17:57
  journey
• 17:57
  on
• 17:58
  your
• 17:58
  website
• 17:59
  must
• 17:59
  be
• 17:59
  seamless.
• 18:00
  So
• 18:00
  people
• 18:01
  know
• 18:01
  that
• 18:01
  even
• 18:01
  if
• 18:02
  I'm
• 18:02
  buying
• 18:02
  one
• 18:02
  cupcake,
• 18:03
  I'm
• 18:03
  guessing
• 18:04
  the
• 18:04
  same
• 18:04
  luxury
• 18:05
  experience
• 18:05
  as
• 18:06
  I
• 18:06
  am
• 18:06
  getting
• 18:07
  a
• 18:07
  six
• 18:07
  figure
• 18:08
  wedding
• 18:08
  cake.
• 18:09
  So
• 18:09
  that
• 18:10
  to
• 18:10
  me
• 18:10
  is
• 18:11
  what
• 18:11
  luxury
• 18:12
  is.
• 18:13
  And
• 18:13
  of
• 18:13
  course,
• 18:14
  to
• 18:14
  add
• 18:14
  another
• 18:14
  layer
• 18:15
  of
• 18:15
  complication,
• 18:16
  you
• 18:16
  need
• 18:17
  to
• 18:17
  consider
• 18:18
  the
• 18:18
  different
• 18:18
  types
• 18:19
  of
• 18:19
  luxury
• 18:20
  clients
• 18:20
  and
• 18:21
  the
• 18:21
  type
• 18:21
  you're
• 18:21
  trying
• 18:22
  to
• 18:22
  attract.
• 18:22
  Yes.
• 18:23
  So
• 18:23
  much
• 18:23
  good
• 18:24
  stuff
• 18:24
  in
• 18:24
  there.
• 18:24
  I
• 18:24
  could
• 18:25
  listen
• 18:25
  to
• 18:25
  you
• 18:25
  talk
• 18:25
  about
• 18:25
  this
• 18:26
  stuff
• 18:26
  for
• 18:26
  ages.
• 18:27
  I
• 18:27
  think
• 18:27
  it's
• 18:28
  so
• 18:28
  important
• 18:28
  to
• 18:29
  realize
• 18:30
  how
• 18:30
  much
• 18:30
  luxury
• 18:30
  is
• 18:31
  about
• 18:31
  the
• 18:31
  experience
• 18:32
  and
• 18:32
  how
• 18:32
  the
• 18:32
  customer
• 18:33
  feels
• 18:34
  as
• 18:34
  much
• 18:34
  as
• 18:34
  it
• 18:34
  is
• 18:34
  about
• 18:35
  the
• 18:35
  product
• 18:35
  in
• 18:35
  front
• 18:36
  of
• 18:36
  them.
• 18:36
  I'll
• 18:36
  give
• 18:36
  you
• 18:37
  an
• 18:37
  example.
• 18:37
  So
• 18:37
  I
• 18:38
  would
• 18:38
  not
• 18:38
  say
• 18:38
  that
• 18:38
  I
• 18:38
  am
• 18:39
  a
• 18:39
  particularly
• 18:40
  luxurious
• 18:41
  person
• 18:41
  or
• 18:41
  even
• 18:41
  fit
• 18:42
  into
• 18:42
  that
• 18:42
  market,
• 18:42
  but
• 18:43
  I'm
• 18:43
  probably
• 18:43
  one
• 18:43
  of
• 18:43
  your
• 18:44
  types
• 18:44
  that
• 18:44
  we'll
• 18:44
  come
• 18:44
  on
• 18:44
  to
• 18:44
  in
• 18:44
  a
• 18:45
  minute
• 18:45
  of
• 18:45
  kind
• 18:45
  of
• 18:45
  like
• 18:46
  aspiring
• 18:46
  to
• 18:46
  be
• 18:47
  luxury.
• 18:47
  Anyway,
• 18:48
  my
• 18:49
  children
• 18:49
  love
• 18:49
  football,
• 18:50
  particularly
• 18:50
  my
• 18:50
  daughter,
• 18:51
  and
• 18:51
  so
• 18:51
  I'm
• 18:51
  finding
• 18:52
  myself
• 18:52
  having
• 18:52
  to
• 18:53
  go
• 18:53
  to
• 18:53
  these
• 18:53
  football
• 18:53
  games,
• 18:54
  which
• 18:54
  is
• 18:54
  not
• 18:54
  my
• 18:54
  area
• 18:55
  of
• 18:55
  comfort
• 18:56
  at
• 18:56
  all.
• 18:57
  However,
• 18:57
  I've
• 18:57
  recently
• 18:58
  discovered
• 18:58
  something
• 18:59
  at
• 18:59
  the
• 18:59
  football
• 18:59
  game
• 19:00
  called
• 19:00
  club
• 19:01
  level.
• 19:02
  And
• 19:02
  what's
• 19:02
  ridiculous
• 19:03
  about
• 19:03
  club
• 19:03
  level
• 19:04
  is
• 19:05
  it's
• 19:05
  just
• 19:05
  the
• 19:05
  experience
• 19:06
  they
• 19:06
  give
• 19:06
  you
• 19:06
  that
• 19:06
  makes
• 19:07
  going
• 19:07
  to
• 19:07
  the
• 19:07
  football
• 19:07
  game
• 19:08
  so
• 19:08
  much
• 19:09
  better.
• 19:09
  So
• 19:09
  you
• 19:09
  get
• 19:10
  a
• 19:10
  slightly
• 19:10
  comfier
• 19:11
  seat,
• 19:11
  sometimes
• 19:11
  they
• 19:12
  give
• 19:12
  you
• 19:12
  a
• 19:12
  free
• 19:12
  glass
• 19:12
  of
• 19:12
  wine.
• 19:13
  The
• 19:13
  way
• 19:13
  they
• 19:14
  talk
• 19:14
  to
• 19:14
  my
• 19:14
  children
• 19:15
  is
• 19:15
  unbelievable.
• 19:16
  They're
• 19:16
  so
• 19:16
  polite,
• 19:17
  they
• 19:17
  talk
• 19:17
  to
• 19:17
  everyone.
• 19:18
  They
• 19:18
  ask
• 19:18
  you
• 19:18
  how
• 19:18
  your
• 19:18
  day
• 19:19
  is.
• 19:19
  You
• 19:19
  go
• 19:19
  through
• 19:20
  the
• 19:20
  entrance,
• 19:21
  through
• 19:21
  the
• 19:21
  glass
• 19:21
  door
• 19:22
  at
• 19:22
  the
• 19:22
  front
• 19:22
  rather
• 19:22
  than
• 19:23
  round
• 19:23
  the
• 19:23
  back,
• 19:24
  and
• 19:24
  it's
• 19:24
  only
• 19:24
  a
• 19:24
  little
• 19:25
  bit
• 19:25
  more
• 19:25
  expensive.
• 19:26
  But
• 19:26
  for
• 19:26
  me,
• 19:27
  the
• 19:27
  experience
• 19:28
  is
• 19:29
  well
• 19:29
  worth
• 19:29
  paying
• 19:29
  for.
• 19:30
  And
• 19:30
  I
• 19:30
  feel
• 19:30
  like
• 19:31
  that
• 19:31
  is
• 19:31
  just
• 19:31
  a
• 19:32
  little
• 19:32
  illustration
• 19:32
  of
• 19:33
  when
• 19:33
  you
• 19:33
  feel
• 19:33
  like
• 19:33
  you're
• 19:34
  part
• 19:34
  of
• 19:34
  luxury.
• 19:35
  Oh,
• 19:35
  absolutely.
• 19:36
  And
• 19:37
  I
• 19:37
  love
• 19:38
  that
• 19:39
  you're
• 19:39
  using
• 19:39
  the
• 19:39
  word
• 19:40
  experience
• 19:41
  because
• 19:42
  to
• 19:43
  some
• 19:43
  luxury,
• 19:44
  some
• 19:44
  type
• 19:44
  of
• 19:45
  luxury
• 19:45
  client,
• 19:46
  being
• 19:46
  treated
• 19:46
  as
• 19:47
  if
• 19:47
  they're
• 19:47
  special
• 19:47
  is
• 19:48
  so
• 19:48
  normal
• 19:48
  to
• 19:48
  them
• 19:49
  that
• 19:50
  a
• 19:50
  bad
• 19:50
  experience
• 19:51
  becomes
• 19:51
  10
• 19:52
  times
• 19:52
  exaggerated.
• 19:53
  It's
• 19:53
  almost
• 19:54
  an
• 19:54
  affront.
• 19:55
  It's
• 19:55
  almost
• 19:55
  like,
• 19:56
  oh
• 19:56
  my
• 19:56
  God,
• 19:56
  you
• 19:57
  know,
• 19:57
  how
• 19:57
  can,
• 19:57
  how
• 19:58
  dare
• 19:58
  this
• 19:58
  happen?
• 19:59
  And
• 19:59
  talking
• 19:59
  about
• 20:00
  football,
• 20:01
  there
• 20:01
  are
• 20:01
  even
• 20:02
  boxes,
• 20:03
  directors,
• 20:04
  boxes
• 20:05
  where
• 20:05
  they
• 20:05
  don't
• 20:05
  watch
• 20:06
  the
• 20:06
  match
• 20:06
  on
• 20:06
  the
• 20:07
  terraces,
• 20:08
  they
• 20:08
  watch
• 20:08
  it
• 20:08
  through
• 20:09
  a
• 20:10
  room,
• 20:10
  through
• 20:11
  a
• 20:11
  glass
• 20:11
  screen,
• 20:12
  some
• 20:13
  even
• 20:13
  open
• 20:14
  up.
• 20:14
  So
• 20:15
  again,
• 20:15
  even
• 20:16
  something
• 20:16
  as
• 20:17
  ordinary
• 20:17
  and
• 20:18
  sporty
• 20:18
  as
• 20:18
  football
• 20:19
  has,
• 20:20
  as
• 20:20
  you
• 20:20
  said,
• 20:20
  levels
• 20:21
  to
• 20:21
  them.
• 20:22
  And
• 20:23
  the
• 20:23
  difference
• 20:23
  between
• 20:24
  just
• 20:24
  buying
• 20:25
  your
• 20:25
  ticket,
• 20:25
  going
• 20:25
  round
• 20:25
  the
• 20:26
  back,
• 20:26
  queuing
• 20:26
  with
• 20:26
  everybody
• 20:27
  else
• 20:27
  and
• 20:27
  being
• 20:28
  ushered
• 20:28
  in
• 20:28
  through
• 20:28
  the
• 20:28
  door,
• 20:29
  because
• 20:29
  remember
• 20:30
  when
• 20:30
  we're
• 20:30
  talking
• 20:31
  about
• 20:31
  Luxury
• 20:31
  clients,
• 20:32
  they've
• 20:33
  got
• 20:33
  the
• 20:33
  money
• 20:33
  to
• 20:33
  buy
• 20:34
  anything
• 20:34
  that
• 20:35
  they
• 20:35
  want.
• 20:36
  So
• 20:37
  what
• 20:37
  can
• 20:38
  you
• 20:38
  do
• 20:38
  to
• 20:39
  make
• 20:39
  the
• 20:39
  experience
• 20:40
  ultra,
• 20:41
  ultra,
• 20:41
  ultra
• 20:42
  special?
• 20:42
  And
• 20:43
  I'm
• 20:43
  an
• 20:43
  advocate
• 20:44
  for
• 20:44
  you
• 20:44
  don't
• 20:44
  need
• 20:44
  oodles
• 20:45
  and
• 20:45
  oodles
• 20:45
  of
• 20:46
  money
• 20:46
  as
• 20:46
  a
• 20:46
  business.
• 20:48
  You
• 20:48
  just
• 20:48
  need
• 20:48
  to
• 20:48
  be
• 20:49
  cleverer
• 20:50
  and
• 20:50
  smarter
• 20:51
  about
• 20:51
  how
• 20:52
  you
• 20:52
  deliver
• 20:53
  that
• 20:53
  experience
• 20:53
  to
• 20:54
  them.
• 20:54
  Fabulous.
• 20:54
  So
• 20:54
  give
• 20:55
  us
• 20:55
  some
• 20:55
  examples
• 20:55
  then.
• 20:56
  What
• 20:56
  sort
• 20:56
  of
• 20:56
  things
• 20:56
  have
• 20:56
  you
• 20:57
  done
• 20:57
  in
• 20:57
  your
• 20:57
  business?
• 20:58
  Because
• 20:58
  you
• 20:58
  would
• 20:58
  describe
• 20:59
  yourself
• 20:59
  as
• 20:59
  luxury.
• 21:00
  I
• 21:00
  would
• 21:00
  describe
• 21:00
  you
• 21:01
  as
• 21:01
  luxury.
• 21:02
  What
• 21:02
  have
• 21:02
  you
• 21:03
  done
• 21:03
  to
• 21:03
  your
• 21:03
  clients
• 21:04
  that
• 21:04
  sets
• 21:04
  you
• 21:04
  apart,
• 21:04
  that
• 21:05
  puts
• 21:05
  you
• 21:05
  at
• 21:05
  that
• 21:05
  level
• 21:05
  and
• 21:06
  gives
• 21:06
  your
• 21:06
  customer
• 21:06
  the.
• 21:07
  The
• 21:07
  experience
• 21:07
  they're
• 21:08
  looking
• 21:08
  for?
• 21:08
  Okay,
• 21:09
  so
• 21:09
  I
• 21:09
  talk
• 21:09
  about
• 21:10
  it
• 21:10
  in
• 21:10
  the
• 21:10
  book.
• 21:10
  So
• 21:11
  I
• 21:11
  haven't
• 21:11
  got
• 21:12
  a
• 21:12
  shop
• 21:12
  front.
• 21:12
  People
• 21:13
  think
• 21:13
  I
• 21:14
  have
• 21:14
  this
• 21:14
  amazing
• 21:15
  shop
• 21:15
  in
• 21:15
  Knightsbridge
• 21:16
  where
• 21:16
  people
• 21:17
  just
• 21:17
  stroll
• 21:17
  in
• 21:18
  and
• 21:18
  they
• 21:18
  drop
• 21:18
  oodles
• 21:19
  of
• 21:19
  money
• 21:19
  in
• 21:19
  front
• 21:19
  of
• 21:19
  me.
• 21:20
  I
• 21:20
  wish
• 21:21
  I
• 21:22
  haven't
• 21:22
  got
• 21:22
  a
• 21:22
  shop.
• 21:23
  But
• 21:23
  what
• 21:23
  I've
• 21:24
  done
• 21:24
  is
• 21:24
  take
• 21:25
  the
• 21:25
  experience
• 21:26
  to
• 21:26
  my
• 21:26
  clients.
• 21:27
  So
• 21:27
  I'll
• 21:27
  give
• 21:28
  an
• 21:28
  example.
• 21:28
  Just
• 21:30
  a
• 21:30
  week
• 21:31
  before
• 21:31
  the
• 21:31
  Olympics
• 21:32
  in
• 21:32
  Paris,
• 21:33
  I
• 21:34
  was
• 21:34
  asked
• 21:34
  by
• 21:34
  a
• 21:34
  client
• 21:35
  that
• 21:36
  they're
• 21:36
  in
• 21:36
  Paris,
• 21:36
  they
• 21:37
  can't
• 21:37
  come
• 21:37
  to
• 21:37
  London.
• 21:38
  Can
• 21:38
  I
• 21:38
  do
• 21:38
  a
• 21:39
  tasting
• 21:39
  in
• 21:40
  Paris
• 21:40
  for
• 21:40
  them?
• 21:41
  And
• 21:42
  obviously,
• 21:42
  you
• 21:42
  know,
• 21:43
  I
• 21:43
  just
• 21:43
  thought
• 21:43
  to
• 21:43
  myself,
• 21:44
  this
• 21:44
  is
• 21:45
  the
• 21:45
  kind
• 21:45
  of
• 21:45
  tasting
• 21:45
  where.
• 21:46
  And
• 21:46
  I've
• 21:46
  seen
• 21:46
  people
• 21:46
  do
• 21:47
  it,
• 21:47
  and
• 21:47
  I've
• 21:47
  got
• 21:47
  nothing
• 21:48
  against
• 21:48
  it,
• 21:49
  but
• 21:49
  I
• 21:49
  personally
• 21:50
  don't
• 21:50
  do
• 21:50
  slices
• 21:50
  of
• 21:50
  cake
• 21:51
  post,
• 21:52
  you
• 21:52
  know,
• 21:52
  postage.
• 21:52
  I
• 21:53
  don't
• 21:54
  do
• 21:54
  that.
• 21:54
  And
• 21:55
  I
• 21:55
  will.
• 21:55
  It's
• 21:55
  not
• 21:56
  my
• 21:56
  thing.
• 21:57
  And
• 21:57
  my
• 21:57
  kind
• 21:58
  of
• 21:58
  clients,
• 21:58
  even
• 21:59
  if
• 21:59
  they
• 21:59
  ask,
• 21:59
  I
• 22:00
  say
• 22:00
  no.
• 22:01
  I
• 22:01
  say
• 22:01
  no,
• 22:02
  I
• 22:02
  will
• 22:02
  do
• 22:02
  it
• 22:02
  differently.
• 22:03
  So
• 22:05
  we
• 22:05
  then
• 22:06
  drove
• 22:06
  all
• 22:06
  the
• 22:06
  way
• 22:07
  to
• 22:07
  Paris
• 22:07
  with
• 22:08
  these
• 22:08
  gorgeous
• 22:09
  cakes.
• 22:09
  I
• 22:09
  mean,
• 22:09
  the
• 22:09
  cake
• 22:10
  is
• 22:10
  incredible.
• 22:11
  I
• 22:11
  even.
• 22:11
  I
• 22:12
  had
• 22:12
  a
• 22:12
  theme.
• 22:13
  I
• 22:13
  did
• 22:14
  the
• 22:14
  cakes
• 22:14
  according
• 22:15
  to
• 22:15
  that
• 22:15
  particular
• 22:15
  theme.
• 22:16
  And
• 22:17
  when
• 22:17
  we
• 22:17
  got
• 22:18
  to
• 22:18
  Paris,
• 22:19
  this
• 22:19
  particular
• 22:20
  hotel,
• 22:20
  I
• 22:21
  organized
• 22:21
  with
• 22:21
  the
• 22:21
  hotel
• 22:22
  to
• 22:22
  have
• 22:23
  a
• 22:23
  room
• 22:23
  on
• 22:23
  standby
• 22:24
  filled
• 22:24
  with
• 22:25
  fresh
• 22:25
  flowers.
• 22:27
  White
• 22:27
  glove
• 22:28
  service,
• 22:28
  of
• 22:28
  course.
• 22:30
  I
• 22:30
  even
• 22:30
  brought
• 22:31
  personalized
• 22:32
  bottle
• 22:32
  of
• 22:32
  champagne.
• 22:33
  And
• 22:34
  it
• 22:34
  was
• 22:34
  a
• 22:35
  tasting.
• 22:35
  It
• 22:35
  was
• 22:36
  because
• 22:36
  they
• 22:36
  came
• 22:37
  back,
• 22:37
  they'd
• 22:37
  been
• 22:37
  shopping
• 22:38
  all
• 22:38
  day,
• 22:38
  they
• 22:38
  were
• 22:38
  a
• 22:39
  bit
• 22:39
  tired.
• 22:40
  They'd
• 22:40
  also
• 22:40
  had
• 22:40
  a
• 22:41
  tasting
• 22:41
  at
• 22:41
  Alain
• 22:42
  de
• 22:42
  Cass
• 22:42
  for
• 22:42
  dinner.
• 22:43
  And
• 22:43
  then
• 22:43
  I
• 22:44
  kind
• 22:44
  of
• 22:44
  thought,
• 22:44
  you
• 22:44
  know
• 22:44
  what?
• 22:45
  This
• 22:45
  needs
• 22:46
  to
• 22:46
  be
• 22:46
  special.
• 22:47
  So
• 22:47
  candles
• 22:47
  everywhere,
• 22:48
  flowers
• 22:48
  everywhere,
• 22:49
  blah,
• 22:50
  blah,
• 22:50
  blah,
• 22:50
  blah,
• 22:50
  blah.
• 22:51
  And
• 22:51
  of
• 22:51
  course,
• 22:51
  it's
• 22:52
  amazing
• 22:52
  when
• 22:52
  the
• 22:52
  client's
• 22:52
  picking
• 22:53
  up
• 22:53
  the
• 22:53
  tab,
• 22:53
  of
• 22:54
  course,
• 22:54
  because
• 22:55
  I
• 22:55
  didn't
• 22:55
  just
• 22:55
  suddenly
• 22:56
  arrive
• 22:56
  at
• 22:56
  this
• 22:56
  overnight,
• 22:57
  but
• 22:57
  I
• 22:58
  could
• 22:58
  have
• 22:58
  literally
• 22:59
  sent
• 23:00
  slices
• 23:01
  of
• 23:01
  cake
• 23:02
  or
• 23:02
  I
• 23:02
  could
• 23:02
  have
• 23:02
  just
• 23:04
  delivered
• 23:05
  the
• 23:05
  cake
• 23:05
  and.
• 23:06
  But
• 23:06
  I
• 23:06
  made
• 23:06
  sure,
• 23:07
  because
• 23:07
  I
• 23:07
  was
• 23:07
  very
• 23:07
  particular
• 23:08
  with
• 23:08
  the
• 23:08
  hotel,
• 23:09
  I
• 23:09
  Want
• 23:09
  this,
• 23:09
  I
• 23:10
  want
• 23:10
  that,
• 23:10
  I
• 23:10
  want
• 23:10
  this
• 23:11
  laid
• 23:11
  out.
• 23:11
  You
• 23:11
  know,
• 23:12
  how
• 23:12
  many
• 23:12
  napkins,
• 23:13
  how
• 23:13
  many
• 23:13
  forks?
• 23:14
  And
• 23:14
  they
• 23:14
  had
• 23:14
  to
• 23:14
  be
• 23:14
  cake
• 23:15
  forks
• 23:15
  and
• 23:15
  they
• 23:15
  had
• 23:15
  to
• 23:15
  be
• 23:16
  cake
• 23:16
  plates
• 23:17
  of
• 23:18
  a
• 23:18
  particular
• 23:18
  type
• 23:18
  and
• 23:19
  blah.
• 23:19
  You
• 23:19
  know,
• 23:19
  again,
• 23:20
  it's
• 23:20
  about
• 23:20
  detail,
• 23:20
  detail,
• 23:21
  detail.
• 23:22
  Because
• 23:22
  even
• 23:22
  if
• 23:22
  the
• 23:22
  client
• 23:23
  didn't
• 23:23
  notice
• 23:23
  all
• 23:24
  the
• 23:24
  detail,
• 23:25
  they
• 23:25
  certainly,
• 23:26
  when
• 23:26
  they
• 23:26
  walked
• 23:26
  into
• 23:27
  the
• 23:27
  room
• 23:27
  they
• 23:27
  know
• 23:28
  is
• 23:28
  an
• 23:28
  experience
• 23:29
  that
• 23:29
  they'll
• 23:29
  never
• 23:29
  have
• 23:30
  elsewhere.
• 23:31
  So
• 23:31
  that
• 23:32
  is
• 23:32
  how
• 23:32
  you
• 23:33
  create.
• 23:34
  And
• 23:35
  also,
• 23:35
  don't
• 23:35
  be
• 23:35
  afraid.
• 23:36
  And
• 23:36
  I
• 23:36
  know
• 23:36
  people
• 23:37
  say
• 23:37
  don't
• 23:38
  be
• 23:38
  afraid
• 23:38
  to
• 23:38
  get
• 23:38
  the
• 23:38
  client
• 23:39
  to
• 23:39
  pay
• 23:40
  if
• 23:40
  you've
• 23:40
  got
• 23:40
  the
• 23:41
  balls
• 23:41
  or
• 23:42
  when
• 23:42
  you're
• 23:42
  starting
• 23:42
  out,
• 23:43
  sometimes
• 23:44
  you
• 23:44
  might
• 23:44
  have
• 23:45
  to
• 23:45
  pay,
• 23:45
  hoping
• 23:46
  there's
• 23:46
  a
• 23:46
  payoff.
• 23:47
  So
• 23:47
  it
• 23:48
  doesn't
• 23:48
  always
• 23:48
  have
• 23:48
  to
• 23:48
  be.
• 23:49
  No,
• 23:49
  but
• 23:49
  sometimes
• 23:50
  it's
• 23:50
  a
• 23:50
  gamble.
• 23:51
  I've
• 23:51
  gambled
• 23:52
  wrongly
• 23:52
  sometimes
• 23:53
  where
• 23:53
  people
• 23:53
  have
• 23:53
  come
• 23:54
  eating
• 23:54
  my
• 23:54
  cake
• 23:55
  and
• 23:55
  taking
• 23:55
  my
• 23:55
  design
• 23:56
  elsewhere,
• 23:56
  but
• 23:57
  that's
• 23:57
  not
• 23:57
  happened
• 23:58
  since
• 23:59
  because
• 23:59
  you
• 24:00
  live
• 24:00
  and
• 24:00
  learn,
• 24:01
  but
• 24:01
  there
• 24:01
  are
• 24:02
  things
• 24:02
  that
• 24:02
  you
• 24:02
  can
• 24:03
  do
• 24:03
  to
• 24:04
  elevate
• 24:04
  the
• 24:05
  experience.
• 24:05
  So
• 24:06
  they
• 24:06
  feel
• 24:07
  like,
• 24:07
  oh
• 24:07
  my
• 24:07
  God,
• 24:08
  if
• 24:08
  we're
• 24:08
  getting
• 24:08
  a
• 24:08
  seven
• 24:09
  star
• 24:09
  experience
• 24:10
  now,
• 24:11
  the
• 24:11
  cake's
• 24:11
  going
• 24:12
  to
• 24:12
  be
• 24:12
  amazing.
• 24:12
  And
• 24:13
  it
• 24:13
  all
• 24:13
  goes
• 24:14
  to
• 24:14
  the
• 24:14
  bit
• 24:14
  I
• 24:15
  call
• 24:15
  perception.
• 24:16
  So
• 24:16
  if
• 24:16
  you
• 24:16
  want
• 24:16
  people
• 24:17
  to
• 24:17
  perceive
• 24:17
  you
• 24:17
  as
• 24:18
  luxury,
• 24:18
  you've
• 24:19
  got
• 24:19
  to
• 24:19
  give
• 24:20
  them
• 24:20
  a
• 24:20
  luxury
• 24:20
  experience.
• 24:21
  Fantastic.
• 24:22
  And
• 24:22
  again,
• 24:23
  so
• 24:23
  much
• 24:23
  that
• 24:23
  comes
• 24:23
  back
• 24:23
  to
• 24:24
  mindset,
• 24:24
  because
• 24:25
  many
• 24:25
  people
• 24:25
  would
• 24:25
  have
• 24:26
  got
• 24:26
  that
• 24:26
  initial
• 24:26
  email
• 24:27
  and
• 24:27
  thought,
• 24:27
  well,
• 24:27
  they
• 24:28
  won't
• 24:28
  pay
• 24:28
  me
• 24:28
  to
• 24:28
  go
• 24:28
  to
• 24:29
  Paris,
• 24:29
  I'll
• 24:29
  just
• 24:29
  put
• 24:29
  it
• 24:29
  in
• 24:29
  the
• 24:30
  post.
• 24:30
  But
• 24:30
  actually
• 24:31
  having
• 24:31
  that
• 24:31
  bigger
• 24:31
  mindset
• 24:32
  of
• 24:32
  going,
• 24:32
  well,
• 24:33
  no,
• 24:33
  if
• 24:33
  they
• 24:33
  want
• 24:33
  an
• 24:33
  experience,
• 24:33
  I'll
• 24:34
  give
• 24:34
  them
• 24:34
  an
• 24:34
  experience
• 24:35
  and
• 24:35
  I
• 24:35
  will
• 24:35
  charge
• 24:35
  them
• 24:35
  accordingly
• 24:36
  and
• 24:36
  I
• 24:36
  will
• 24:36
  create
• 24:37
  the
• 24:37
  most
• 24:37
  magnificent
• 24:38
  experience.
• 24:39
  Because
• 24:39
  when
• 24:39
  you're
• 24:39
  at
• 24:40
  that
• 24:40
  part
• 24:40
  of
• 24:40
  the
• 24:40
  market,
• 24:41
  as
• 24:41
  you
• 24:41
  said
• 24:41
  earlier,
• 24:42
  they've
• 24:42
  got
• 24:42
  the
• 24:42
  money,
• 24:42
  it's
• 24:43
  what
• 24:43
  they
• 24:43
  choose
• 24:43
  to
• 24:44
  spend
• 24:44
  it
• 24:44
  on.
• 24:44
  Absolutely,
• 24:45
  absolutely.
• 24:47
  And
• 24:48
  again,
• 24:48
  it
• 24:49
  also
• 24:49
  goes
• 24:49
  to
• 24:50
  the
• 24:51
  type
• 24:51
  of
• 24:51
  luxury
• 24:52
  client
• 24:52
  because
• 24:53
  there
• 24:53
  are
• 24:53
  some
• 24:54
  types
• 24:54
  that
• 24:55
  no
• 24:55
  matter
• 24:55
  what,
• 24:56
  they're
• 24:56
  not
• 24:56
  going
• 24:56
  to
• 24:56
  spend
• 24:56
  the
• 24:57
  money
• 24:57
  with
• 24:57
  you,
• 24:58
  but
• 24:58
  they'll
• 24:58
  spend
• 24:59
  three
• 24:59
  times
• 25:00
  elsewhere.
• 25:00
  So
• 25:01
  it
• 25:01
  really
• 25:01
  depends
• 25:02
  on,
• 25:02
  and
• 25:03
  this
• 25:03
  is
• 25:03
  why
• 25:03
  I
• 25:03
  keep
• 25:03
  saying
• 25:04
  this,
• 25:04
  going
• 25:04
  back
• 25:04
  to
• 25:05
  the
• 25:05
  luxury
• 25:06
  mindset
• 25:06
  and
• 25:07
  what
• 25:07
  I've
• 25:07
  done,
• 25:07
  because
• 25:08
  again,
• 25:08
  I,
• 25:09
  as
• 25:09
  an
• 25:10
  ex
• 25:10
  scientist,
• 25:10
  I
• 25:10
  like
• 25:11
  proving
• 25:11
  my
• 25:11
  theories.
• 25:12
  What
• 25:13
  I've
• 25:13
  done
• 25:14
  is
• 25:14
  I
• 25:14
  created
• 25:15
  archetypes
• 25:15
  for
• 25:16
  different
• 25:16
  luxury
• 25:17
  brand
• 25:17
  founders.
• 25:19
  So
• 25:19
  I
• 25:20
  came
• 25:20
  up,
• 25:20
  for
• 25:20
  example,
• 25:21
  as
• 25:22
  an
• 25:22
  artisan
• 25:23
  visionary,
• 25:24
  which
• 25:25
  I
• 25:25
  was
• 25:25
  kind
• 25:25
  of,
• 25:26
  that's
• 25:26
  interesting.
• 25:27
  Now
• 25:28
  the
• 25:28
  artisan,
• 25:29
  that's
• 25:29
  great
• 25:29
  because
• 25:30
  that
• 25:30
  means
• 25:30
  I
• 25:30
  pay
• 25:30
  attention
• 25:31
  to
• 25:31
  detail.
• 25:32
  I'm
• 25:32
  always
• 25:33
  thinking
• 25:33
  of
• 25:33
  what
• 25:34
  else
• 25:34
  can
• 25:34
  I
• 25:34
  create?
• 25:35
  And
• 25:35
  a
• 25:35
  visionary,
• 25:36
  because
• 25:36
  I'm
• 25:36
  thinking
• 25:37
  of
• 25:37
  the
• 25:37
  future.
• 25:37
  You
• 25:37
  know,
• 25:38
  what
• 25:38
  can
• 25:38
  I
• 25:38
  blah,
• 25:38
  blah,
• 25:38
  blah,
• 25:39
  blah,
• 25:39
  blah.
• 25:39
  But
• 25:40
  the
• 25:40
  downside,
• 25:41
  and
• 25:42
  I
• 25:42
  put
• 25:42
  everything
• 25:42
  in
• 25:42
  the
• 25:43
  book,
• 25:43
  so
• 25:43
  you
• 25:43
  know
• 25:44
  your
• 25:44
  type.
• 25:44
  You
• 25:44
  also
• 25:44
  know
• 25:45
  your
• 25:45
  downside.
• 25:46
  The
• 25:46
  downside
• 25:47
  is
• 25:47
  that
• 25:47
  I
• 25:47
  pay
• 25:48
  no
• 25:48
  attention
• 25:48
  to
• 25:48
  cost.
• 25:49
  Again,
• 25:50
  there's
• 25:50
  me
• 25:51
  going
• 25:51
  off
• 25:51
  to
• 25:51
  Paris,
• 25:51
  not
• 25:52
  thinking
• 25:52
  of
• 25:52
  cost,
• 25:52
  but
• 25:53
  thankfully
• 25:53
  I
• 25:53
  got
• 25:54
  the
• 25:54
  client
• 25:54
  to
• 25:54
  pay.
• 25:55
  So
• 25:56
  you
• 25:56
  need
• 25:56
  to
• 25:56
  think,
• 25:57
  I
• 25:57
  won't
• 25:57
  think
• 25:57
  of
• 25:57
  the
• 25:58
  cost.
• 25:58
  I'll
• 25:59
  keep
• 26:00
  creating
• 26:01
  until
• 26:02
  I
• 26:02
  get
• 26:02
  what
• 26:03
  I
• 26:03
  want,
• 26:03
  as
• 26:03
  opposed
• 26:04
  to
• 26:04
  saying
• 26:04
  in
• 26:04
  my
• 26:05
  head,
• 26:05
  elizabeth,
• 26:06
  stop.
• 26:07
  This
• 26:07
  is
• 26:07
  what
• 26:07
  they
• 26:08
  paid
• 26:08
  for.
• 26:08
  This
• 26:08
  is
• 26:08
  what
• 26:08
  you
• 26:09
  give
• 26:09
  them.
• 26:09
  Because
• 26:09
  you
• 26:10
  can't
• 26:10
  go
• 26:10
  into
• 26:10
  Chanel
• 26:11
  and
• 26:11
  say,
• 26:11
  I
• 26:11
  want
• 26:12
  a
• 26:12
  handbag
• 26:12
  and
• 26:12
  they
• 26:13
  give
• 26:13
  you
• 26:13
  a
• 26:13
  suitcase
• 26:13
  or
• 26:14
  whatever.
• 26:14
  So
• 26:14
  you
• 26:15
  need
• 26:15
  to
• 26:15
  learn
• 26:15
  when
• 26:16
  to
• 26:16
  stop.
• 26:16
  And
• 26:16
  then
• 26:17
  as
• 26:17
  visionary,
• 26:18
  I
• 26:18
  needed
• 26:19
  to
• 26:19
  be
• 26:19
  grounded
• 26:20
  in
• 26:20
  the
• 26:20
  present
• 26:21
  because
• 26:21
  the
• 26:22
  here
• 26:22
  and
• 26:22
  now,
• 26:23
  you
• 26:23
  know
• 26:23
  who's
• 26:23
  going
• 26:23
  to
• 26:24
  pay
• 26:24
  this
• 26:24
  bill
• 26:24
  and
• 26:25
  that
• 26:25
  bill
• 26:25
  and
• 26:25
  that
• 26:25
  bill.
• 26:26
  So
• 26:27
  for
• 26:27
  every
• 26:27
  archetype,
• 26:28
  there
• 26:29
  are
• 26:29
  downsides
• 26:30
  and
• 26:30
  there
• 26:30
  are
• 26:31
  the
• 26:31
  upsides.
• 26:32
  I
• 26:32
  also
• 26:33
  did
• 26:33
  the
• 26:33
  same
• 26:33
  for
• 26:34
  luxury
• 26:34
  clients,
• 26:35
  because
• 26:36
  not
• 26:36
  all
• 26:36
  luxury
• 26:37
  clients
• 26:37
  are
• 26:38
  the
• 26:38
  same.
• 26:38
  And
• 26:38
  trust
• 26:39
  me,
• 26:39
  there
• 26:39
  are
• 26:39
  some
• 26:40
  you
• 26:40
  don't
• 26:40
  want
• 26:40
  to
• 26:40
  deal
• 26:40
  with
• 26:41
  because
• 26:42
  naturally
• 26:43
  you
• 26:43
  are
• 26:43
  not
• 26:43
  a
• 26:43
  fit.
• 26:44
  So
• 26:44
  if
• 26:44
  you
• 26:45
  know
• 26:45
  your
• 26:45
  archetype
• 26:46
  and
• 26:46
  you
• 26:46
  know
• 26:46
  your
• 26:47
  perfect
• 26:49
  client
• 26:49
  archetype,
• 26:50
  that
• 26:50
  means
• 26:51
  that
• 26:51
  you
• 26:51
  can
• 26:51
  go
• 26:52
  after
• 26:52
  that
• 26:53
  particular
• 26:53
  market.
• 26:54
  And
• 26:54
  I
• 26:54
  show
• 26:54
  you
• 26:55
  how.
• 26:55
  I
• 26:55
  show
• 26:55
  you
• 26:56
  where
• 26:56
  these
• 26:56
  clients
• 26:56
  are,
• 26:57
  how
• 26:57
  to
• 26:57
  find
• 26:57
  them,
• 26:58
  and
• 26:58
  how
• 26:59
  to
• 27:00
  interact
• 27:00
  with
• 27:00
  them.
• 27:01
  Fantastic.
• 27:02
  One
• 27:02
  of
• 27:02
  the
• 27:02
  things
• 27:03
  that
• 27:03
  you
• 27:03
  spoke
• 27:04
  about
• 27:04
  before
• 27:04
  was
• 27:05
  this
• 27:05
  exact
• 27:05
  topic.
• 27:06
  So
• 27:06
  you
• 27:06
  came
• 27:06
  and
• 27:07
  spoke
• 27:07
  at
• 27:07
  one
• 27:07
  of
• 27:07
  my
• 27:07
  summits.
• 27:08
  The
• 27:08
  training
• 27:08
  is
• 27:09
  still
• 27:09
  actually
• 27:09
  inside
• 27:09
  my
• 27:09
  wedding
• 27:10
  pro
• 27:10
  member
• 27:10
  zone.
• 27:11
  And
• 27:11
  I
• 27:11
  always
• 27:12
  remember
• 27:12
  it
• 27:12
  because
• 27:13
  you
• 27:13
  did
• 27:13
  talk
• 27:13
  about
• 27:13
  these
• 27:14
  different
• 27:14
  types
• 27:14
  of
• 27:14
  luxury.
• 27:15
  And
• 27:15
  I've
• 27:15
  never
• 27:16
  heard
• 27:16
  anyone
• 27:17
  talk
• 27:17
  about
• 27:17
  it
• 27:17
  in
• 27:17
  that
• 27:18
  way.
• 27:18
  They
• 27:18
  just
• 27:18
  brand
• 27:19
  everything,
• 27:19
  high
• 27:19
  end
• 27:20
  luxury,
• 27:20
  elevated
• 27:21
  clients.
• 27:21
  But
• 27:21
  I
• 27:22
  remember
• 27:22
  you
• 27:22
  specifically
• 27:23
  talking
• 27:23
  about
• 27:23
  it
• 27:23
  in
• 27:23
  a
• 27:23
  lot
• 27:23
  of
• 27:24
  detail
• 27:24
  and
• 27:24
  I
• 27:24
  know
• 27:24
  some
• 27:24
  of
• 27:24
  it's
• 27:25
  in
• 27:25
  your
• 27:25
  book,
• 27:25
  but
• 27:25
  I'd
• 27:25
  love
• 27:25
  you
• 27:26
  to
• 27:26
  just
• 27:26
  give
• 27:26
  us
• 27:27
  a
• 27:27
  couple
• 27:27
  of
• 27:27
  examples,
• 27:28
  like
• 27:29
  you
• 27:29
  did
• 27:29
  then,
• 27:29
  of
• 27:29
  these
• 27:30
  different
• 27:30
  types
• 27:31
  of
• 27:31
  luxury,
• 27:31
  just
• 27:32
  so
• 27:32
  people
• 27:32
  understand
• 27:33
  what
• 27:33
  you
• 27:33
  mean.
• 27:34
  Okay,
• 27:34
  Perfect
• 27:35
  example.
• 27:36
  King
• 27:36
  Charles,
• 27:37
  God
• 27:38
  save
• 27:38
  the
• 27:38
  King
• 27:39
  and
• 27:39
  Ozzy
• 27:40
  Osbourne.
• 27:40
  Okay.
• 27:41
  And
• 27:41
  people
• 27:41
  tend
• 27:42
  to.
• 27:42
  There's
• 27:42
  a
• 27:42
  famous
• 27:43
  meme
• 27:43
  going
• 27:43
  around
• 27:44
  saying,
• 27:44
  king
• 27:45
  Charles,
• 27:45
  Ozzy
• 27:45
  Osbourne,
• 27:46
  both
• 27:47
  are
• 27:47
  white
• 27:47
  male,
• 27:48
  both
• 27:49
  are
• 27:49
  the
• 27:49
  same
• 27:49
  age,
• 27:50
  and
• 27:50
  I
• 27:50
  believe
• 27:51
  people
• 27:51
  even
• 27:51
  say
• 27:52
  born
• 27:52
  within
• 27:53
  a
• 27:53
  month
• 27:53
  of
• 27:53
  each
• 27:53
  other.
• 27:54
  Both
• 27:54
  have
• 27:55
  been
• 27:55
  divorced
• 27:56
  twice
• 27:57
  and
• 27:57
  both
• 27:57
  live
• 27:58
  in
• 27:58
  a
• 27:58
  castle.
• 27:59
  Would
• 27:59
  you
• 27:59
  sell
• 28:00
  to
• 28:00
  them
• 28:00
  the
• 28:00
  same.
• 28:01
  No,
• 28:01
  you
• 28:01
  wouldn't.
• 28:02
  King
• 28:03
  Charles
• 28:03
  is
• 28:03
  what
• 28:04
  I
• 28:04
  call
• 28:04
  comfort
• 28:05
  first.
• 28:05
  So
• 28:06
  people
• 28:07
  would.
• 28:07
  They're
• 28:08
  all
• 28:08
  about
• 28:08
  security.
• 28:09
  So
• 28:09
  to
• 28:09
  Them,
• 28:10
  it's
• 28:10
  not
• 28:10
  the
• 28:10
  money,
• 28:10
  it's
• 28:11
  finding
• 28:11
  the
• 28:11
  right
• 28:11
  person
• 28:12
  and
• 28:13
  proving
• 28:13
  that
• 28:13
  you
• 28:13
  are
• 28:14
  high
• 28:14
  Trustworth.
• 28:15
  They
• 28:15
  don't
• 28:15
  want
• 28:15
  somebody
• 28:16
  running
• 28:16
  off
• 28:16
  to
• 28:16
  the
• 28:17
  press,
• 28:17
  they
• 28:17
  don't
• 28:17
  want
• 28:17
  you
• 28:18
  taking
• 28:18
  selfies
• 28:18
  in
• 28:18
  their
• 28:19
  house.
• 28:19
  They
• 28:19
  don't
• 28:20
  want
• 28:20
  you
• 28:21
  blabbing
• 28:21
  on
• 28:22
  social
• 28:22
  media
• 28:23
  about,
• 28:23
  oh
• 28:23
  my
• 28:23
  God,
• 28:24
  I've
• 28:24
  got
• 28:24
  something
• 28:24
  coming.
• 28:25
  They
• 28:25
  don't
• 28:25
  want
• 28:25
  any
• 28:25
  of
• 28:25
  that.
• 28:26
  So
• 28:26
  you
• 28:26
  got
• 28:26
  to
• 28:26
  be
• 28:26
  discreet.
• 28:27
  With
• 28:27
  somebody
• 28:28
  like
• 28:28
  King
• 28:28
  Charles,
• 28:29
  you
• 28:29
  probably
• 28:29
  will
• 28:30
  not
• 28:30
  deal
• 28:30
  with
• 28:30
  him
• 28:31
  directly.
• 28:31
  You
• 28:32
  will
• 28:32
  deal
• 28:32
  with
• 28:32
  a
• 28:32
  lot
• 28:33
  of
• 28:33
  gatekeepers
• 28:34
  and
• 28:35
  the
• 28:35
  gatekeepers,
• 28:36
  they
• 28:36
  need
• 28:37
  special
• 28:37
  handling.
• 28:38
  So
• 28:38
  that's
• 28:38
  King
• 28:38
  Charles,
• 28:39
  Ozzy
• 28:39
  Osbourne.
• 28:40
  Psychographic
• 28:41
  wise,
• 28:41
  he
• 28:42
  is
• 28:42
  what
• 28:42
  I
• 28:42
  would
• 28:42
  probably
• 28:43
  call
• 28:43
  an
• 28:44
  innovator,
• 28:44
  trendsetter.
• 28:45
  This
• 28:45
  is
• 28:46
  somebody
• 28:46
  who
• 28:46
  did
• 28:46
  something
• 28:47
  to
• 28:47
  a
• 28:47
  bat
• 28:47
  on
• 28:47
  stage,
• 28:48
  I
• 28:48
  believe,
• 28:49
  according
• 28:49
  to
• 28:49
  the
• 28:49
  folklore,
• 28:50
  true
• 28:50
  or
• 28:51
  not
• 28:51
  true.
• 28:51
  But
• 28:52
  he
• 28:52
  would
• 28:53
  be
• 28:53
  looking
• 28:53
  for
• 28:53
  something
• 28:53
  different
• 28:54
  with
• 28:54
  you.
• 28:54
  He
• 28:55
  would
• 28:55
  also
• 28:55
  want
• 28:55
  to
• 28:56
  maybe
• 28:56
  co
• 28:56
  create
• 28:57
  with
• 28:57
  you.
• 28:57
  So
• 28:58
  if
• 28:58
  I
• 28:58
  was
• 28:58
  created
• 28:58
  a
• 28:59
  cake
• 28:59
  for
• 28:59
  him,
• 28:59
  he
• 28:59
  would
• 29:00
  probably
• 29:00
  say,
• 29:00
  can
• 29:00
  it
• 29:01
  have
• 29:01
  a
• 29:01
  bat
• 29:01
  and
• 29:01
  can
• 29:01
  it
• 29:02
  have
• 29:02
  this
• 29:02
  and
• 29:02
  can
• 29:02
  have
• 29:02
  a
• 29:02
  guitar
• 29:03
  and
• 29:03
  can
• 29:03
  it
• 29:03
  be
• 29:04
  black
• 29:04
  and
• 29:04
  blah,
• 29:04
  blah,
• 29:04
  blah,
• 29:05
  blah,
• 29:05
  blah.
• 29:05
  He
• 29:06
  would
• 29:06
  probably
• 29:06
  co
• 29:06
  create.
• 29:06
  But
• 29:07
  the
• 29:07
  problem
• 29:07
  is,
• 29:08
  while
• 29:08
  he
• 29:09
  will
• 29:09
  be
• 29:09
  great
• 29:10
  as
• 29:10
  a
• 29:10
  source
• 29:10
  of
• 29:10
  innovation
• 29:11
  for
• 29:11
  me
• 29:12
  because
• 29:12
  he
• 29:12
  will
• 29:12
  make
• 29:13
  me
• 29:13
  go
• 29:13
  out
• 29:14
  of
• 29:14
  my
• 29:14
  comfort
• 29:14
  zone
• 29:14
  and
• 29:15
  create
• 29:15
  something
• 29:16
  different,
• 29:16
  the
• 29:17
  problem
• 29:17
  is
• 29:17
  I
• 29:17
  need
• 29:18
  to
• 29:18
  set
• 29:18
  the
• 29:18
  boundaries.
• 29:19
  So
• 29:19
  I
• 29:19
  need
• 29:19
  to
• 29:20
  tell
• 29:20
  him
• 29:20
  where
• 29:21
  to
• 29:21
  stop.
• 29:22
  Because
• 29:22
  an
• 29:22
  innovator,
• 29:23
  trendsetter,
• 29:23
  they're
• 29:23
  always
• 29:24
  wanting
• 29:24
  bigger,
• 29:25
  better,
• 29:25
  newer,
• 29:25
  fresher,
• 29:26
  whatever's
• 29:27
  out
• 29:27
  there
• 29:27
  in
• 29:27
  the
• 29:27
  market,
• 29:28
  that's.
• 29:28
  That
• 29:28
  nobody
• 29:29
  has,
• 29:29
  that
• 29:30
  is
• 29:30
  what
• 29:30
  they
• 29:30
  want.
• 29:31
  And
• 29:32
  the
• 29:32
  problem
• 29:32
  with
• 29:32
  them
• 29:32
  is
• 29:33
  that
• 29:33
  they
• 29:33
  get
• 29:33
  bored
• 29:33
  easily.
• 29:34
  So
• 29:34
  if
• 29:34
  you're
• 29:35
  no
• 29:35
  longer
• 29:35
  the
• 29:35
  IT
• 29:36
  person
• 29:36
  in
• 29:36
  the
• 29:36
  luxury
• 29:37
  market,
• 29:38
  they're
• 29:38
  going
• 29:38
  off
• 29:38
  to
• 29:38
  another
• 29:39
  brand.
• 29:39
  But
• 29:40
  they're
• 29:40
  fantastic
• 29:41
  as
• 29:41
  a
• 29:41
  source
• 29:42
  of
• 29:42
  innovation,
• 29:43
  creativity.
• 29:44
  They'll
• 29:45
  get
• 29:45
  you
• 29:45
  thinking
• 29:45
  different,
• 29:45
  they'll
• 29:46
  even
• 29:46
  get
• 29:46
  you
• 29:46
  excited.
• 29:47
  The
• 29:47
  energy
• 29:48
  around
• 29:48
  them
• 29:48
  is
• 29:48
  even
• 29:49
  amazing.
• 29:49
  But
• 29:50
  the
• 29:50
  next
• 29:50
  thing
• 29:50
  you
• 29:51
  know,
• 29:51
  they've
• 29:51
  dropped
• 29:51
  you.
• 29:52
  You
• 29:52
  are
• 29:52
  no
• 29:53
  longer.
• 29:54
  You
• 29:55
  are
• 29:55
  no
• 29:55
  longer
• 29:56
  the
• 29:56
  in
• 29:57
  thing.
• 29:57
  And
• 29:58
  then
• 29:58
  what
• 29:58
  I
• 29:59
  do
• 29:59
  is
• 29:59
  I
• 29:59
  talk
• 30:00
  about
• 30:00
  how
• 30:00
  you
• 30:01
  can
• 30:01
  market
• 30:02
  to
• 30:02
  each
• 30:03
  archetype.
• 30:03
  So
• 30:04
  there
• 30:04
  are
• 30:04
  about
• 30:04
  eight.
• 30:05
  I
• 30:06
  even
• 30:06
  look
• 30:06
  at
• 30:06
  the
• 30:06
  generational
• 30:07
  gap
• 30:07
  as
• 30:07
  well,
• 30:08
  because
• 30:08
  you've
• 30:09
  got
• 30:09
  your
• 30:09
  millennials
• 30:09
  and
• 30:10
  Gen
• 30:10
  Zs
• 30:10
  and
• 30:10
  people
• 30:11
  try
• 30:11
  to
• 30:11
  put
• 30:11
  them
• 30:11
  all
• 30:11
  in
• 30:12
  one
• 30:12
  box,
• 30:12
  but
• 30:13
  that
• 30:13
  is
• 30:13
  not
• 30:13
  so.
• 30:14
  So.
• 30:14
  Yeah,
• 30:15
  so
• 30:15
  those
• 30:15
  are
• 30:16
  a
• 30:16
  couple
• 30:16
  of
• 30:16
  examples
• 30:16
  that
• 30:16
  I
• 30:17
  could
• 30:17
  think
• 30:17
  of.
• 30:17
  Yeah,
• 30:18
  fantastic.
• 30:19
  It's
• 30:20
  so
• 30:20
  interesting
• 30:20
  because
• 30:21
  you
• 30:21
  just
• 30:21
  don't
• 30:21
  think
• 30:22
  about
• 30:22
  these
• 30:22
  things,
• 30:22
  but
• 30:23
  actually
• 30:23
  they're
• 30:24
  so,
• 30:24
  so
• 30:24
  important.
• 30:25
  I
• 30:25
  think
• 30:25
  one
• 30:25
  of
• 30:25
  the
• 30:26
  questions
• 30:26
  I
• 30:26
  get
• 30:26
  asked
• 30:27
  a
• 30:27
  lot
• 30:27
  and
• 30:28
  I'm
• 30:28
  sure.
• 30:28
  You
• 30:28
  can
• 30:29
  definitely
• 30:30
  put
• 30:30
  some
• 30:30
  thought
• 30:30
  into
• 30:31
  this
• 30:31
  Is
• 30:31
  Becca,
• 30:32
  where
• 30:32
  do
• 30:32
  these
• 30:32
  luxury
• 30:33
  people
• 30:33
  hang
• 30:34
  out?
• 30:34
  Because
• 30:35
  the
• 30:35
  traditional
• 30:35
  forms
• 30:36
  of
• 30:36
  going
• 30:36
  on
• 30:36
  a
• 30:36
  wedding
• 30:37
  directory
• 30:37
  or
• 30:37
  going
• 30:37
  on
• 30:38
  an
• 30:38
  Instagram
• 30:39
  page
• 30:39
  or
• 30:39
  going
• 30:40
  on
• 30:40
  your
• 30:40
  website,
• 30:41
  they
• 30:41
  say,
• 30:41
  but
• 30:41
  I
• 30:41
  don't
• 30:42
  think
• 30:42
  my
• 30:42
  clients
• 30:42
  are
• 30:42
  there.
• 30:43
  So
• 30:43
  from
• 30:43
  your
• 30:44
  experience
• 30:44
  in
• 30:44
  the
• 30:45
  wedding
• 30:45
  industry,
• 30:45
  like
• 30:46
  if
• 30:46
  they
• 30:46
  want
• 30:46
  to
• 30:46
  reach
• 30:46
  these
• 30:47
  people,
• 30:47
  where
• 30:47
  are
• 30:47
  they
• 30:48
  hanging
• 30:48
  out?
• 30:48
  Okay,
• 30:49
  that's
• 30:49
  a
• 30:49
  fantastic
• 30:50
  question.
• 30:51
  And
• 30:51
  it
• 30:51
  was
• 30:51
  something
• 30:51
  I
• 30:52
  had
• 30:52
  to
• 30:52
  ask
• 30:52
  myself
• 30:52
  because
• 30:53
  you
• 30:53
  know,
• 30:53
  in
• 30:54
  our
• 30:54
  industry
• 30:55
  you
• 30:55
  may
• 30:55
  not
• 30:56
  be
• 30:56
  flavor
• 30:56
  of
• 30:56
  the
• 30:57
  month
• 30:57
  for
• 30:58
  very
• 30:58
  long.
• 30:59
  Your
• 30:59
  wedding
• 30:59
  planners
• 31:00
  might
• 31:00
  decide,
• 31:01
  you
• 31:01
  know,
• 31:01
  they
• 31:01
  don't
• 31:01
  want
• 31:01
  to
• 31:02
  work
• 31:02
  with
• 31:02
  you,
• 31:02
  they
• 31:02
  want
• 31:02
  to
• 31:02
  work
• 31:03
  with
• 31:03
  somebody
• 31:03
  else.
• 31:03
  And
• 31:04
  there's
• 31:04
  only
• 31:04
  so
• 31:04
  much
• 31:05
  work
• 31:05
  that
• 31:05
  wedding
• 31:06
  planners
• 31:06
  get
• 31:06
  anyway.
• 31:07
  They
• 31:07
  can't
• 31:07
  give
• 31:08
  work
• 31:08
  to
• 31:08
  100
• 31:08
  photographers.
• 31:09
  They
• 31:10
  just
• 31:10
  have
• 31:10
  to
• 31:10
  work
• 31:10
  with
• 31:10
  one
• 31:10
  or
• 31:11
  two
• 31:11
  that
• 31:11
  they're
• 31:11
  comfortable
• 31:12
  with.
• 31:12
  So
• 31:12
  I
• 31:12
  then
• 31:13
  said
• 31:13
  to
• 31:13
  myself,
• 31:13
  okay,
• 31:14
  I
• 31:14
  need
• 31:14
  to
• 31:14
  find
• 31:15
  these
• 31:15
  people
• 31:15
  myself.
• 31:16
  So
• 31:17
  again,
• 31:18
  similar
• 31:18
  to
• 31:18
  the
• 31:18
  leaflet
• 31:19
  in
• 31:19
  situation,
• 31:20
  I
• 31:20
  just
• 31:21
  kind
• 31:21
  of
• 31:21
  felt
• 31:21
  I'm
• 31:22
  sure
• 31:22
  I
• 31:22
  can
• 31:22
  find
• 31:22
  them
• 31:23
  online.
• 31:23
  And
• 31:24
  then
• 31:24
  I
• 31:24
  fell
• 31:24
  back
• 31:25
  to
• 31:25
  my
• 31:25
  head
• 31:25
  hunting
• 31:26
  days.
• 31:27
  And
• 31:27
  some
• 31:27
  of
• 31:28
  the
• 31:28
  things
• 31:28
  I
• 31:28
  talk
• 31:28
  about
• 31:29
  even
• 31:29
  using
• 31:29
  Google.
• 31:30
  So
• 31:30
  let
• 31:30
  me
• 31:30
  give
• 31:31
  an
• 31:31
  example.
• 31:32
  We
• 31:32
  all
• 31:32
  Google,
• 31:32
  you
• 31:32
  know,
• 31:33
  so
• 31:33
  you
• 31:33
  get
• 31:33
  a
• 31:33
  name,
• 31:34
  you
• 31:34
  Google
• 31:34
  the
• 31:34
  name,
• 31:35
  right?
• 31:35
  And
• 31:36
  for
• 31:36
  many
• 31:36
  people
• 31:36
  that's
• 31:36
  where
• 31:37
  it
• 31:37
  ends.
• 31:37
  But
• 31:38
  I
• 31:38
  use
• 31:38
  things
• 31:39
  like
• 31:39
  Google
• 31:39
  images.
• 31:40
  So
• 31:41
  if
• 31:41
  somebody's
• 31:41
  been
• 31:42
  photographed
• 31:42
  with
• 31:42
  somebody,
• 31:43
  it
• 31:43
  could
• 31:44
  be
• 31:44
  via
• 31:45
  the
• 31:45
  Getty
• 31:45
  Press
• 31:46
  and
• 31:47
  they
• 31:47
  would
• 31:47
  say
• 31:48
  X
• 31:48
  being
• 31:48
  photographed
• 31:49
  with
• 31:49
  Y.
• 31:50
  Then
• 31:50
  you
• 31:50
  go
• 31:50
  aha
• 31:51
  there,
• 31:52
  you
• 31:52
  know.
• 31:52
  So
• 31:53
  that
• 31:53
  is
• 31:53
  the
• 31:53
  kind
• 31:53
  of
• 31:53
  thing
• 31:54
  I
• 31:54
  do.
• 31:54
  Also
• 31:55
  Google
• 31:55
  again,
• 31:56
  I
• 31:56
  use
• 31:56
  Google
• 31:57
  Books
• 31:57
  if
• 31:58
  somebody's
• 31:58
  been
• 31:58
  mentioned
• 31:59
  in
• 31:59
  a
• 31:59
  book
• 32:00
  or
• 32:00
  in
• 32:00
  a
• 32:00
  journal
• 32:01
  or
• 32:01
  in
• 32:01
  a
• 32:01
  magazine.
• 32:02
  And
• 32:02
  then
• 32:03
  I
• 32:03
  use
• 32:03
  Google
• 32:04
  again
• 32:04
  using
• 32:05
  journalists.
• 32:05
  So
• 32:06
  journalists
• 32:06
  that
• 32:07
  write
• 32:07
  about
• 32:07
  luxury
• 32:08
  or
• 32:08
  that
• 32:08
  write
• 32:08
  about
• 32:09
  rich
• 32:09
  people,
• 32:10
  etc.
• 32:10
  Etc.
• 32:11
  If
• 32:11
  you
• 32:12
  that
• 32:12
  amazing
• 32:13
  gatekeepers.
• 32:14
  So
• 32:14
  if
• 32:14
  you
• 32:14
  follow
• 32:14
  them,
• 32:15
  it
• 32:15
  would
• 32:15
  lead
• 32:16
  you
• 32:16
  to
• 32:16
  those
• 32:16
  sorts
• 32:17
  of
• 32:17
  clients.
• 32:17
  And
• 32:18
  this
• 32:18
  is
• 32:18
  just
• 32:18
  online.
• 32:19
  And
• 32:19
  then
• 32:20
  I've
• 32:20
  got
• 32:20
  my
• 32:20
  offline
• 32:21
  strategies
• 32:21
  as
• 32:21
  well.
• 32:22
  Again
• 32:22
  I
• 32:22
  document
• 32:23
  some
• 32:23
  of
• 32:23
  them
• 32:23
  in
• 32:23
  the
• 32:24
  book.
• 32:24
  Even
• 32:25
  joining.
• 32:25
  And
• 32:25
  a
• 32:26
  lot
• 32:26
  of
• 32:26
  people
• 32:26
  what
• 32:26
  we
• 32:26
  tend
• 32:27
  to
• 32:27
  do
• 32:27
  is
• 32:27
  we
• 32:27
  join.
• 32:28
  So
• 32:28
  obviously
• 32:29
  with
• 32:29
  cakes
• 32:30
  I
• 32:30
  did
• 32:30
  a
• 32:30
  lot
• 32:30
  of
• 32:31
  cake
• 32:31
  associations
• 32:32
  and
• 32:32
  all
• 32:33
  the
• 32:33
  people
• 32:33
  that
• 32:33
  are.
• 32:34
  There
• 32:34
  are
• 32:34
  other
• 32:34
  cake
• 32:34
  makers,
• 32:35
  right.
• 32:37
  But
• 32:37
  I
• 32:37
  would
• 32:37
  actually
• 32:38
  join
• 32:38
  like
• 32:38
  random.
• 32:39
  And
• 32:39
  I
• 32:39
  did
• 32:40
  that
• 32:40
  when
• 32:40
  I
• 32:40
  was
• 32:40
  networking
• 32:41
  my
• 32:42
  way
• 32:42
  into
• 32:42
  my
• 32:42
  headhunting
• 32:43
  job.
• 32:43
  I
• 32:43
  would
• 32:44
  join
• 32:44
  the
• 32:44
  most
• 32:44
  random
• 32:45
  organizations
• 32:46
  because
• 32:46
  in
• 32:46
  my
• 32:46
  head
• 32:47
  there's
• 32:47
  a
• 32:47
  link
• 32:48
  so
• 32:49
  you
• 32:49
  can
• 32:49
  join.
• 32:50
  So
• 32:50
  for
• 32:50
  example
• 32:51
  some
• 32:51
  chambers
• 32:51
  of
• 32:52
  commerce,
• 32:52
  for
• 32:52
  example,
• 32:53
  even
• 32:54
  as
• 32:54
  cause
• 32:54
  you're
• 32:54
  a
• 32:55
  business
• 32:55
  person,
• 32:56
  join
• 32:56
  the
• 32:56
  chamber
• 32:56
  of
• 32:57
  commerce,
• 32:57
  join
• 32:59
  if
• 32:59
  there's
• 32:59
  a
• 32:59
  Network.
• 33:00
  So
• 33:00
  there
• 33:00
  could
• 33:00
  be
• 33:00
  like
• 33:01
  luxury
• 33:01
  networks
• 33:02
  around
• 33:02
  you,
• 33:03
  around
• 33:03
  where
• 33:03
  you
• 33:03
  live.
• 33:04
  There
• 33:04
  are
• 33:04
  always
• 33:05
  local
• 33:05
  ones,
• 33:05
  trust
• 33:06
  me,
• 33:07
  if
• 33:07
  there
• 33:07
  isn't,
• 33:07
  go
• 33:07
  to
• 33:08
  the
• 33:08
  next
• 33:08
  county.
• 33:09
  So
• 33:09
  find
• 33:09
  luxury
• 33:10
  networks.
• 33:11
  Join
• 33:11
  them.
• 33:12
  Some
• 33:12
  private
• 33:13
  members
• 33:13
  clubs,
• 33:14
  there
• 33:14
  are
• 33:14
  so
• 33:15
  many
• 33:15
  in
• 33:15
  London
• 33:15
  now.
• 33:16
  Join
• 33:17
  them.
• 33:18
  If
• 33:18
  there
• 33:18
  are
• 33:18
  particular
• 33:19
  speakers
• 33:19
  that
• 33:19
  you
• 33:20
  think,
• 33:20
  okay,
• 33:21
  this
• 33:21
  speaker
• 33:21
  will
• 33:21
  attract
• 33:22
  high
• 33:22
  net
• 33:22
  worth
• 33:23
  individuals,
• 33:24
  go
• 33:24
  to
• 33:24
  that
• 33:24
  event.
• 33:25
  Try
• 33:26
  to
• 33:26
  network
• 33:27
  outside
• 33:28
  of
• 33:28
  the
• 33:29
  wedding
• 33:29
  industry.
• 33:30
  Because
• 33:30
  at
• 33:30
  the
• 33:30
  end
• 33:30
  of
• 33:30
  the
• 33:30
  day,
• 33:31
  I'm
• 33:31
  not
• 33:31
  saying
• 33:32
  networking
• 33:32
  within
• 33:33
  the
• 33:33
  wedding
• 33:33
  industry
• 33:33
  is
• 33:34
  a
• 33:34
  good
• 33:34
  thing,
• 33:34
  it's
• 33:34
  a
• 33:35
  great
• 33:35
  thing.
• 33:36
  It's
• 33:37
  really,
• 33:37
  really
• 33:37
  worked
• 33:38
  for
• 33:38
  me.
• 33:38
  But
• 33:39
  I
• 33:39
  also
• 33:39
  network
• 33:40
  outside
• 33:41
  of
• 33:42
  that
• 33:42
  industry
• 33:43
  and
• 33:43
  it's
• 33:43
  about
• 33:43
  even
• 33:44
  things
• 33:44
  like
• 33:44
  I've
• 33:45
  done
• 33:45
  things
• 33:45
  like
• 33:45
  for
• 33:45
  example,
• 33:47
  my
• 33:47
  accountant,
• 33:48
  I,
• 33:49
  it
• 33:49
  just
• 33:49
  occurred
• 33:50
  to
• 33:50
  me
• 33:50
  that,
• 33:50
  hang
• 33:50
  on,
• 33:51
  he
• 33:51
  knows
• 33:52
  a
• 33:52
  bunch
• 33:52
  of
• 33:52
  other
• 33:52
  people
• 33:53
  that
• 33:53
  I
• 33:53
  don't
• 33:53
  know.
• 33:54
  So
• 33:55
  he,
• 33:55
  for
• 33:55
  example,
• 33:56
  he
• 33:56
  would
• 33:56
  do
• 33:57
  blog
• 33:57
  posts
• 33:58
  about
• 33:58
  his
• 33:58
  clients
• 33:59
  and
• 33:59
  then
• 34:00
  send
• 34:00
  newsletters
• 34:01
  out
• 34:01
  to
• 34:02
  other
• 34:02
  clients.
• 34:03
  It's
• 34:03
  good
• 34:03
  for
• 34:03
  me,
• 34:03
  it's
• 34:04
  good
• 34:04
  for
• 34:04
  him.
• 34:05
  So
• 34:05
  those
• 34:05
  are
• 34:06
  some.
• 34:06
  And
• 34:07
  these
• 34:07
  things
• 34:08
  are
• 34:08
  not
• 34:08
  going
• 34:08
  to
• 34:08
  cost
• 34:08
  you
• 34:08
  an
• 34:09
  arm
• 34:09
  and
• 34:09
  a
• 34:09
  leg.
• 34:10
  Maybe
• 34:10
  in
• 34:10
  person
• 34:11
  events
• 34:11
  might,
• 34:12
  but
• 34:12
  not
• 34:12
  online.
• 34:13
  Things
• 34:13
  and
• 34:13
  strategies
• 34:14
  and
• 34:14
  stuff
• 34:14
  like
• 34:14
  that
• 34:15
  doesn't
• 34:15
  cost
• 34:15
  you
• 34:16
  a
• 34:16
  thing.
• 34:17
  It's
• 34:17
  just
• 34:17
  about
• 34:17
  thinking
• 34:18
  differently
• 34:18
  to
• 34:19
  get
• 34:19
  your
• 34:19
  client.
• 34:20
  So
• 34:20
  true.
• 34:21
  And
• 34:21
  having
• 34:21
  the
• 34:21
  confidence
• 34:22
  to
• 34:22
  put
• 34:22
  yourself
• 34:23
  in
• 34:23
  those
• 34:23
  rooms.
• 34:23
  Because
• 34:24
  I
• 34:24
  think
• 34:24
  a
• 34:24
  lot
• 34:24
  of
• 34:24
  people,
• 34:25
  and
• 34:25
  I
• 34:25
  don't
• 34:25
  know
• 34:25
  if
• 34:25
  you
• 34:25
  struggled
• 34:26
  this
• 34:26
  with
• 34:26
  this
• 34:27
  yourself
• 34:27
  in
• 34:27
  the
• 34:27
  past,
• 34:28
  think,
• 34:28
  well,
• 34:28
  I
• 34:29
  can't
• 34:29
  join
• 34:29
  that
• 34:29
  private
• 34:29
  members
• 34:30
  club
• 34:30
  or
• 34:30
  I
• 34:30
  can't
• 34:31
  be
• 34:31
  at
• 34:31
  that
• 34:31
  event,
• 34:31
  I'm
• 34:32
  not
• 34:32
  worthy,
• 34:32
  I'm
• 34:33
  not
• 34:33
  good
• 34:33
  enough.
• 34:33
  What
• 34:33
  if
• 34:33
  they
• 34:33
  catch
• 34:34
  me
• 34:34
  out?
• 34:34
  It's
• 34:34
  that
• 34:34
  old
• 34:35
  imposter
• 34:35
  syndrome.
• 34:35
  Do
• 34:36
  you
• 34:36
  have
• 34:36
  any
• 34:36
  advice
• 34:36
  around
• 34:37
  that?
• 34:37
  Yeah,
• 34:38
  I
• 34:38
  mean,
• 34:38
  I
• 34:38
  think
• 34:39
  it's
• 34:39
  not,
• 34:39
  yes,
• 34:40
  there's
• 34:40
  that
• 34:40
  imposter
• 34:41
  syndrome
• 34:41
  and
• 34:41
  there's
• 34:41
  confidence,
• 34:42
  confidence
• 34:43
  thing.
• 34:43
  But
• 34:43
  I
• 34:43
  think
• 34:44
  there's
• 34:44
  a
• 34:44
  bigger
• 34:44
  piece
• 34:45
  around
• 34:45
  rejection.
• 34:46
  Right.
• 34:47
  Because
• 34:47
  nobody
• 34:48
  wants
• 34:48
  to
• 34:48
  be
• 34:48
  rejected.
• 34:49
  I
• 34:49
  can't
• 34:50
  even
• 34:50
  tell
• 34:50
  you
• 34:51
  how
• 34:51
  many
• 34:51
  times
• 34:52
  say
• 34:52
  I
• 34:52
  want
• 34:52
  to
• 34:52
  try
• 34:52
  to
• 34:53
  talk
• 34:53
  to
• 34:53
  someone
• 34:53
  at
• 34:53
  an
• 34:54
  event
• 34:54
  and
• 34:54
  they
• 34:55
  literally
• 34:55
  walk
• 34:55
  away.
• 34:56
  It's
• 34:56
  happened
• 34:57
  a
• 34:57
  couple
• 34:57
  of
• 34:57
  times.
• 34:58
  And
• 34:58
  I
• 34:58
  then
• 34:58
  realized,
• 34:59
  hang
• 34:59
  on,
• 35:00
  ridicule
• 35:01
  and
• 35:01
  rejection
• 35:02
  are
• 35:02
  the
• 35:02
  currencies
• 35:03
  of
• 35:04
  success.
• 35:05
  So
• 35:05
  I
• 35:06
  just
• 35:06
  have
• 35:06
  to
• 35:06
  keep
• 35:06
  going.
• 35:07
  You
• 35:07
  don't
• 35:07
  need
• 35:07
  to
• 35:08
  network
• 35:08
  with
• 35:08
  10
• 35:09
  people.
• 35:10
  You
• 35:10
  just
• 35:10
  need
• 35:11
  one
• 35:11
  person
• 35:11
  in
• 35:11
  the
• 35:11
  room
• 35:12
  that
• 35:12
  is
• 35:13
  a
• 35:13
  real
• 35:13
  connection.
• 35:14
  That
• 35:14
  would.
• 35:15
  Because
• 35:15
  many
• 35:15
  people
• 35:15
  you
• 35:16
  can
• 35:16
  network
• 35:17
  and
• 35:17
  you
• 35:17
  think
• 35:17
  you've
• 35:17
  had
• 35:18
  an
• 35:18
  amazing
• 35:18
  time,
• 35:19
  great
• 35:19
  conversation,
• 35:20
  and
• 35:21
  you
• 35:21
  email
• 35:21
  them
• 35:21
  the
• 35:22
  following
• 35:22
  day
• 35:22
  and
• 35:23
  they
• 35:23
  act
• 35:23
  as
• 35:23
  if
• 35:24
  who
• 35:24
  are
• 35:24
  you,
• 35:25
  you
• 35:25
  know,
• 35:25
  don't
• 35:25
  know
• 35:25
  you,
• 35:26
  blah
• 35:26
  blah,
• 35:26
  blah.
• 35:27
  So
• 35:27
  you
• 35:28
  need
• 35:28
  to
• 35:28
  be
• 35:28
  prepared
• 35:28
  for
• 35:29
  that.
• 35:29
  And
• 35:29
  you
• 35:29
  need
• 35:29
  to
• 35:30
  say
• 35:30
  to
• 35:30
  yourself,
• 35:31
  you
• 35:31
  need
• 35:31
  to
• 35:32
  get
• 35:32
  through
• 35:32
  the
• 35:32
  no's
• 35:33
  very
• 35:33
  quickly
• 35:34
  so
• 35:34
  you
• 35:34
  can
• 35:35
  get
• 35:35
  to
• 35:35
  your
• 35:35
  yes.
• 35:36
  And
• 35:36
  it's
• 35:36
  nothing
• 35:37
  personal
• 35:38
  because
• 35:38
  sometimes
• 35:39
  you
• 35:39
  don't
• 35:39
  know
• 35:39
  what
• 35:39
  people
• 35:39
  are
• 35:40
  going
• 35:40
  through
• 35:40
  in
• 35:40
  their
• 35:40
  personal
• 35:41
  life.
• 35:41
  Maybe
• 35:42
  they
• 35:42
  are
• 35:42
  at
• 35:42
  the
• 35:43
  event.
• 35:43
  I
• 35:43
  mean,
• 35:43
  I've
• 35:44
  met
• 35:44
  people,
• 35:45
  certainly
• 35:45
  very
• 35:46
  high
• 35:46
  net
• 35:46
  worth
• 35:46
  people.
• 35:47
  The
• 35:48
  net
• 35:48
  worth
• 35:48
  is
• 35:48
  on
• 35:48
  paper.
• 35:49
  It's
• 35:49
  not
• 35:50
  in
• 35:50
  their
• 35:50
  bank
• 35:50
  account
• 35:51
  because
• 35:51
  they
• 35:52
  might
• 35:52
  be
• 35:52
  worth
• 35:52
  100
• 35:52
  million,
• 35:53
  but
• 35:53
  they've
• 35:53
  got
• 35:54
  debts
• 35:54
  of
• 35:54
  200
• 35:54
  million.
• 35:55
  So
• 35:55
  you
• 35:56
  as
• 35:56
  a
• 35:56
  person,
• 35:56
  you're
• 35:56
  actually
• 35:56
  better
• 35:57
  off
• 35:57
  than
• 35:57
  them.
• 35:58
  So
• 35:59
  until
• 35:59
  they
• 35:59
  get
• 35:59
  it
• 36:00
  back,
• 36:00
  you
• 36:00
  know,
• 36:01
  you
• 36:01
  don't
• 36:01
  know
• 36:01
  what
• 36:01
  they're
• 36:02
  thinking
• 36:02
  about.
• 36:02
  They
• 36:03
  might
• 36:03
  be
• 36:03
  looking
• 36:03
  at
• 36:03
  you
• 36:03
  thinking,
• 36:04
  you
• 36:04
  don't
• 36:04
  even
• 36:04
  know
• 36:04
  how
• 36:05
  lucky
• 36:05
  you
• 36:05
  are.
• 36:05
  I
• 36:05
  remember
• 36:06
  one
• 36:06
  of
• 36:06
  them
• 36:06
  saying
• 36:06
  to
• 36:07
  me,
• 36:07
  you
• 36:07
  don't
• 36:07
  know
• 36:07
  how
• 36:07
  lucky
• 36:08
  you
• 36:08
  are.
• 36:08
  Your
• 36:08
  debts
• 36:09
  are
• 36:09
  nothing
• 36:09
  compared
• 36:10
  to
• 36:10
  my
• 36:10
  debts.
• 36:11
  I
• 36:11
  don't
• 36:11
  know
• 36:11
  how
• 36:11
  I'm
• 36:12
  going
• 36:12
  to
• 36:12
  make
• 36:12
  payroll
• 36:13
  tomorrow
• 36:13
  and
• 36:13
  I've
• 36:14
  got
• 36:14
  300
• 36:14
  employees.
• 36:15
  So
• 36:16
  these
• 36:16
  are
• 36:16
  issues.
• 36:17
  And
• 36:17
  so
• 36:17
  when
• 36:17
  you
• 36:17
  put
• 36:18
  all
• 36:18
  that
• 36:18
  in
• 36:18
  perspective,
• 36:19
  the
• 36:19
  rejection,
• 36:20
  the
• 36:20
  ridicule
• 36:20
  or
• 36:21
  whatever
• 36:21
  it
• 36:21
  is,
• 36:22
  it's
• 36:22
  not
• 36:22
  personal,
• 36:23
  it's
• 36:23
  nothing
• 36:24
  to
• 36:24
  do
• 36:24
  with
• 36:24
  you.
• 36:25
  And
• 36:25
  as
• 36:25
  for
• 36:25
  imposter
• 36:26
  syndrome,
• 36:26
  hello,
• 36:27
  join
• 36:27
  the
• 36:27
  club.
• 36:28
  Nobody
• 36:28
  thinks,
• 36:29
  oh
• 36:29
  my
• 36:29
  God.
• 36:29
  Well,
• 36:30
  actually
• 36:30
  some
• 36:30
  people
• 36:30
  do
• 36:31
  and
• 36:31
  they
• 36:31
  tend
• 36:31
  to
• 36:32
  be
• 36:32
  mentioned,
• 36:32
  oh
• 36:33
  my
• 36:33
  God,
• 36:33
  I'm
• 36:33
  worthy,
• 36:34
  I'm
• 36:34
  deserving.
• 36:35
  You
• 36:35
  need
• 36:35
  to
• 36:36
  have
• 36:36
  the
• 36:36
  audacity
• 36:37
  of
• 36:37
  a
• 36:37
  very
• 36:37
  mediocre
• 36:38
  man
• 36:39
  and
• 36:39
  go
• 36:39
  in
• 36:40
  and
• 36:41
  know
• 36:41
  that
• 36:41
  you
• 36:41
  are
• 36:42
  worthy
• 36:42
  of
• 36:42
  being
• 36:42
  in
• 36:43
  that
• 36:43
  room,
• 36:44
  know
• 36:44
  that
• 36:44
  you
• 36:44
  are
• 36:44
  worthy
• 36:45
  of
• 36:45
  talking
• 36:45
  to
• 36:45
  anybody
• 36:46
  and
• 36:47
  but
• 36:47
  if
• 36:47
  they
• 36:47
  don't
• 36:47
  want
• 36:47
  to
• 36:47
  talk
• 36:48
  to
• 36:48
  you,
• 36:48
  that's
• 36:48
  their
• 36:48
  prerogative
• 36:49
  and
• 36:49
  you
• 36:50
  just
• 36:50
  move
• 36:50
  on.
• 36:50
  It's
• 36:51
  not
• 36:51
  the
• 36:51
  end
• 36:52
  of
• 36:52
  the
• 36:52
  world,
• 36:52
  I
• 36:52
  promise
• 36:53
  you.
• 36:53
  And
• 36:54
  I
• 36:54
  think
• 36:54
  once
• 36:54
  you
• 36:54
  grow
• 36:55
  a
• 36:55
  bit
• 36:55
  of
• 36:55
  a
• 36:55
  thick
• 36:55
  skin,
• 36:56
  you
• 36:56
  just
• 36:56
  get
• 36:57
  through
• 36:57
  things,
• 36:57
  you
• 36:57
  know,
• 36:58
  okay,
• 36:58
  that
• 36:58
  didn't
• 36:59
  work
• 36:59
  out,
• 36:59
  fine,
• 37:00
  let's
• 37:00
  move
• 37:00
  on.
• 37:01
  And
• 37:01
  the
• 37:01
  funny
• 37:02
  thing
• 37:02
  is,
• 37:02
  I
• 37:02
  tell
• 37:02
  people
• 37:03
  that
• 37:03
  for
• 37:03
  every
• 37:04
  project
• 37:04
  that
• 37:04
  you
• 37:05
  see,
• 37:05
  that
• 37:06
  is
• 37:06
  that
• 37:06
  I
• 37:06
  do
• 37:06
  that
• 37:07
  is
• 37:07
  successful,
• 37:08
  there
• 37:08
  are
• 37:08
  10
• 37:08
  that
• 37:09
  I'm
• 37:09
  not
• 37:09
  going
• 37:09
  to
• 37:09
  tell
• 37:09
  you
• 37:10
  on
• 37:10
  social
• 37:10
  media.
• 37:10
  I'm
• 37:10
  not
• 37:11
  going
• 37:11
  to
• 37:11
  come
• 37:11
  on
• 37:11
  social
• 37:11
  media
• 37:12
  and
• 37:12
  go,
• 37:12
  oh,
• 37:12
  by
• 37:12
  the
• 37:12
  way,
• 37:13
  this
• 37:13
  person
• 37:13
  let
• 37:13
  me
• 37:14
  down,
• 37:14
  or
• 37:14
  I
• 37:14
  was
• 37:15
  crying
• 37:15
  last
• 37:15
  night
• 37:16
  or
• 37:16
  I
• 37:16
  was
• 37:16
  very
• 37:17
  upset,
• 37:17
  the
• 37:17
  job
• 37:18
  I
• 37:18
  was
• 37:18
  promised,
• 37:18
  I
• 37:18
  didn't
• 37:19
  get
• 37:19
  it.
• 37:19
  You
• 37:20
  know,
• 37:20
  I'm
• 37:20
  not
• 37:20
  going
• 37:20
  to
• 37:20
  come
• 37:20
  on
• 37:21
  social
• 37:21
  media
• 37:21
  to
• 37:21
  say
• 37:22
  that.
• 37:22
  I'm
• 37:23
  going
• 37:23
  to
• 37:23
  tell
• 37:23
  you,
• 37:23
  look
• 37:24
  at
• 37:24
  me,
• 37:24
  I'm
• 37:24
  in
• 37:25
  Paris,
• 37:25
  I'm
• 37:25
  in
• 37:26
  New
• 37:26
  York,
• 37:26
  I'm
• 37:26
  in
• 37:26
  Australia,
• 37:27
  I'm
• 37:27
  in
• 37:27
  the
• 37:27
  Middle
• 37:27
  East.
• 37:28
  You're
• 37:28
  Going
• 37:29
  to
• 37:29
  see
• 37:29
  the
• 37:29
  lovely
• 37:29
  parts.
• 37:30
  My
• 37:31
  highlight
• 37:31
  reel.
• 37:32
  You're
• 37:32
  not
• 37:32
  going
• 37:32
  to
• 37:33
  see
• 37:33
  the
• 37:33
  pain.
• 37:34
  Yeah.
• 37:35
  And
• 37:35
  every
• 37:35
  single
• 37:36
  person
• 37:36
  has
• 37:36
  pain,
• 37:36
  whether
• 37:37
  they've
• 37:37
  got
• 37:37
  money
• 37:38
  or
• 37:38
  whether
• 37:38
  they
• 37:39
  don't.
• 37:39
  Like
• 37:39
  we're
• 37:40
  all
• 37:40
  equal.
• 37:41
  We're
• 37:41
  all
• 37:41
  human.
• 37:41
  Absolutely.
• 37:42
  Now,
• 37:42
  one
• 37:43
  of
• 37:43
  the
• 37:43
  things
• 37:43
  I
• 37:43
  wanted
• 37:43
  to
• 37:44
  talk
• 37:44
  about
• 37:44
  briefly
• 37:45
  is
• 37:45
  the
• 37:45
  downsides
• 37:46
  of
• 37:46
  luxury.
• 37:46
  Because
• 37:47
  I
• 37:47
  think
• 37:47
  sometimes
• 37:47
  people
• 37:48
  are
• 37:48
  like,
• 37:48
  I
• 37:48
  want
• 37:48
  to
• 37:48
  be
• 37:48
  in
• 37:48
  luxury,
• 37:49
  I
• 37:49
  want
• 37:49
  to
• 37:49
  be
• 37:49
  in
• 37:50
  high
• 37:50
  end.
• 37:50
  But
• 37:50
  actually,
• 37:51
  I
• 37:51
  don't
• 37:51
  think
• 37:51
  it's
• 37:51
  for
• 37:52
  everyone.
• 37:52
  So
• 37:52
  tell
• 37:53
  us
• 37:53
  some
• 37:53
  of
• 37:53
  the
• 37:53
  downsides,
• 37:54
  some
• 37:54
  of
• 37:54
  the
• 37:54
  reasons
• 37:54
  why
• 37:55
  maybe
• 37:55
  people
• 37:55
  don't
• 37:56
  actually
• 37:56
  want
• 37:56
  to
• 37:56
  be
• 37:56
  in
• 37:56
  this
• 37:56
  part
• 37:57
  of
• 37:57
  the
• 37:57
  market.
• 37:58
  Oh,
• 37:59
  I
• 37:59
  think
• 37:59
  it
• 37:59
  reminds
• 37:59
  me
• 38:00
  of
• 38:00
  this
• 38:00
  program.
• 38:01
  Fame,
• 38:01
  you
• 38:01
  know,
• 38:02
  fame
• 38:02
  costs.
• 38:03
  And
• 38:03
  here
• 38:03
  is
• 38:03
  where
• 38:04
  you
• 38:04
  begin
• 38:04
  to
• 38:04
  pay
• 38:04
  in
• 38:05
  sweat.
• 38:07
  You,
• 38:07
  you
• 38:07
  know,
• 38:07
  you
• 38:08
  will,
• 38:08
  you
• 38:08
  will
• 38:08
  have
• 38:08
  to
• 38:08
  jump
• 38:09
  through
• 38:09
  hoops.
• 38:10
  There
• 38:10
  are
• 38:11
  people,
• 38:12
  whatever
• 38:12
  you
• 38:12
  do,
• 38:13
  might
• 38:13
  not
• 38:13
  be
• 38:13
  good
• 38:13
  enough
• 38:14
  or
• 38:16
  they
• 38:16
  might
• 38:16
  complain
• 38:17
  about
• 38:17
  random
• 38:17
  things.
• 38:18
  I've
• 38:18
  had
• 38:19
  a
• 38:19
  couple
• 38:19
  of
• 38:19
  random
• 38:20
  complaints.
• 38:21
  I've
• 38:21
  had
• 38:22
  a
• 38:22
  couple
• 38:22
  of
• 38:22
  near
• 38:23
  disasters.
• 38:24
  I've
• 38:24
  had
• 38:24
  people
• 38:25
  that
• 38:25
  try
• 38:25
  to
• 38:25
  stiff
• 38:26
  me
• 38:26
  and
• 38:26
  not
• 38:27
  pay
• 38:27
  me
• 38:27
  my
• 38:27
  money.
• 38:28
  And
• 38:29
  I
• 38:29
  learned
• 38:29
  my
• 38:30
  lesson.
• 38:30
  I
• 38:30
  was
• 38:30
  always,
• 38:31
  take
• 38:31
  a
• 38:31
  good
• 38:31
  book
• 38:31
  with
• 38:31
  me
• 38:32
  and
• 38:32
  I'll
• 38:32
  go
• 38:32
  and
• 38:32
  sit
• 38:33
  on,
• 38:33
  sit
• 38:33
  at
• 38:33
  the
• 38:34
  top
• 38:34
  table
• 38:34
  until
• 38:35
  I
• 38:35
  get
• 38:35
  paid.
• 38:36
  Because
• 38:36
  if
• 38:36
  you're
• 38:36
  shameless
• 38:37
  enough
• 38:37
  not
• 38:37
  to
• 38:37
  pay
• 38:38
  me,
• 38:38
  I
• 38:38
  will
• 38:39
  be
• 38:39
  shameless
• 38:39
  enough
• 38:39
  to
• 38:39
  ask,
• 38:40
  you
• 38:40
  know,
• 38:40
  to
• 38:40
  get
• 38:40
  my
• 38:40
  money
• 38:40
  before
• 38:41
  I
• 38:41
  leave
• 38:41
  that
• 38:41
  venue.
• 38:42
  So
• 38:43
  there
• 38:43
  are
• 38:43
  downsides
• 38:44
  depending
• 38:45
  on
• 38:45
  who
• 38:46
  the
• 38:46
  client
• 38:46
  is.
• 38:47
  For
• 38:47
  the
• 38:47
  most
• 38:47
  part,
• 38:48
  I've
• 38:48
  been
• 38:48
  so,
• 38:49
  so
• 38:49
  blessed.
• 38:50
  Most
• 38:50
  of
• 38:50
  my
• 38:51
  clients
• 38:51
  have
• 38:51
  been
• 38:52
  absolutely
• 38:53
  incredible
• 38:54
  and
• 38:54
  amazing.
• 38:55
  There
• 38:55
  are
• 38:56
  Also
• 38:56
  things
• 38:56
  around
• 38:57
  NDAs
• 38:57
  and
• 38:58
  confidentiality
• 38:59
  agreements
• 39:00
  where
• 39:00
  you
• 39:00
  cannot,
• 39:01
  you
• 39:01
  can
• 39:01
  never
• 39:01
  ever
• 39:02
  show
• 39:02
  or
• 39:03
  talk
• 39:03
  about
• 39:04
  some
• 39:04
  of
• 39:04
  the
• 39:05
  events
• 39:05
  that
• 39:05
  you've
• 39:06
  done.
• 39:06
  And
• 39:07
  I
• 39:07
  agree
• 39:07
  with
• 39:07
  that.
• 39:08
  That's
• 39:08
  for
• 39:08
  security
• 39:08
  reasons.
• 39:09
  However,
• 39:10
  if
• 39:10
  you're
• 39:10
  the
• 39:10
  kind
• 39:10
  of
• 39:10
  person
• 39:11
  that
• 39:11
  you
• 39:11
  want
• 39:11
  to
• 39:11
  show
• 39:11
  what
• 39:11
  you've
• 39:12
  done
• 39:12
  or
• 39:13
  you're,
• 39:13
  you
• 39:13
  haven't
• 39:13
  got
• 39:13
  a
• 39:14
  massive
• 39:14
  portfolio,
• 39:15
  this
• 39:15
  might
• 39:16
  not
• 39:16
  be
• 39:16
  for
• 39:16
  you.
• 39:17
  And
• 39:17
  then
• 39:18
  dealing
• 39:18
  with
• 39:18
  the
• 39:18
  different
• 39:19
  complexities
• 39:20
  in
• 39:20
  terms
• 39:20
  of
• 39:21
  the
• 39:21
  gatekeepers,
• 39:22
  in
• 39:22
  terms
• 39:22
  of
• 39:23
  extended
• 39:24
  family
• 39:24
  members,
• 39:25
  in
• 39:25
  terms
• 39:25
  of
• 39:25
  even
• 39:26
  being
• 39:26
  tested,
• 39:28
  you
• 39:28
  know,
• 39:28
  there
• 39:28
  are
• 39:28
  clients
• 39:29
  that
• 39:29
  you
• 39:30
  know
• 39:30
  from
• 39:30
  certain
• 39:31
  cultures,
• 39:31
  they
• 39:31
  will
• 39:32
  test
• 39:32
  you
• 39:32
  to
• 39:32
  see
• 39:33
  if
• 39:33
  you're
• 39:33
  going
• 39:33
  to
• 39:34
  fall
• 39:34
  for,
• 39:35
  say,
• 39:35
  somebody
• 39:35
  else
• 39:36
  coming
• 39:36
  in
• 39:36
  and
• 39:36
  saying,
• 39:37
  I
• 39:37
  will
• 39:37
  pay
• 39:37
  you
• 39:38
  double
• 39:38
  for
• 39:38
  that
• 39:38
  date.
• 39:39
  So
• 39:40
  you
• 39:40
  might
• 39:40
  be.
• 39:40
  So
• 39:41
  there's
• 39:41
  a
• 39:41
  lot
• 39:41
  that
• 39:42
  goes
• 39:42
  on
• 39:42
  and
• 39:43
  there's
• 39:43
  a
• 39:43
  lot
• 39:43
  that
• 39:43
  you
• 39:44
  see,
• 39:44
  see
• 39:44
  in
• 39:45
  terms
• 39:45
  of
• 39:45
  family
• 39:46
  dynamics
• 39:47
  that
• 39:47
  you
• 39:47
  need
• 39:47
  to
• 39:47
  keep
• 39:48
  your
• 39:48
  mouth
• 39:48
  shut.
• 39:50
  You
• 39:50
  do
• 39:51
  not
• 39:51
  say
• 39:51
  a
• 39:51
  word.
• 39:52
  You
• 39:52
  didn't
• 39:52
  even
• 39:52
  act
• 39:53
  as
• 39:53
  you,
• 39:54
  as
• 39:54
  if
• 39:54
  you've
• 39:54
  seen
• 39:55
  Anything.
• 39:55
  And
• 39:56
  you
• 39:56
  need
• 39:56
  to,
• 39:56
  again
• 39:57
  I
• 39:57
  keep
• 39:57
  saying
• 39:57
  this,
• 39:58
  you
• 39:58
  need
• 39:58
  to
• 39:58
  preserve
• 39:58
  confidentiality
• 40:00
  and
• 40:00
  prove
• 40:00
  yourself
• 40:01
  to
• 40:01
  be
• 40:01
  a
• 40:01
  high
• 40:02
  trust
• 40:02
  worth
• 40:03
  person.
• 40:04
  Very
• 40:05
  important.
• 40:06
  Trust
• 40:06
  is
• 40:06
  so,
• 40:07
  so
• 40:07
  important
• 40:07
  in
• 40:07
  all
• 40:08
  areas.
• 40:08
  But
• 40:08
  yeah,
• 40:08
  I
• 40:09
  can
• 40:09
  see
• 40:09
  particularly
• 40:10
  in
• 40:10
  that
• 40:10
  area
• 40:11
  of
• 40:11
  the
• 40:11
  market
• 40:11
  when
• 40:11
  they're
• 40:12
  parting
• 40:12
  with
• 40:12
  money
• 40:12
  or
• 40:13
  sharing
• 40:13
  things
• 40:13
  or
• 40:13
  you're
• 40:14
  letting
• 40:14
  them
• 40:14
  into
• 40:14
  your
• 40:14
  life
• 40:15
  where
• 40:15
  they
• 40:15
  have
• 40:16
  security
• 40:16
  risks.
• 40:16
  So
• 40:17
  many
• 40:17
  different
• 40:17
  factors
• 40:17
  that
• 40:18
  come
• 40:18
  into
• 40:18
  it.
• 40:19
  Now,
• 40:19
  before
• 40:20
  we
• 40:20
  finish
• 40:20
  our
• 40:20
  conversation,
• 40:21
  we
• 40:21
  need
• 40:21
  to
• 40:21
  talk
• 40:22
  a
• 40:22
  little
• 40:22
  bit
• 40:22
  more
• 40:22
  about
• 40:22
  your
• 40:23
  book.
• 40:23
  I
• 40:23
  know
• 40:23
  you've
• 40:23
  mentioned
• 40:24
  it
• 40:24
  a
• 40:24
  couple
• 40:24
  of
• 40:24
  times
• 40:24
  already
• 40:25
  in
• 40:25
  the
• 40:25
  conversation,
• 40:26
  but
• 40:26
  as
• 40:26
  a
• 40:27
  fellow
• 40:27
  recently
• 40:28
  published
• 40:28
  author
• 40:28
  myself,
• 40:29
  I
• 40:29
  know
• 40:30
  how
• 40:30
  hard
• 40:30
  it
• 40:30
  is
• 40:31
  to
• 40:31
  write
• 40:31
  a
• 40:31
  book.
• 40:32
  It's
• 40:32
  hard
• 40:32
  work.
• 40:32
  It's
• 40:33
  not
• 40:33
  for
• 40:33
  the
• 40:33
  faint
• 40:34
  hearted
• 40:34
  at
• 40:35
  all.
• 40:35
  It
• 40:36
  feels
• 40:36
  so
• 40:36
  exciting
• 40:37
  when
• 40:37
  you're
• 40:37
  holding
• 40:37
  it
• 40:37
  in
• 40:37
  your
• 40:38
  hand.
• 40:38
  But
• 40:38
  at
• 40:38
  times
• 40:39
  it
• 40:39
  feels
• 40:39
  like
• 40:39
  it's
• 40:39
  never
• 40:40
  going
• 40:40
  to
• 40:40
  happen.
• 40:40
  So
• 40:40
  just
• 40:41
  briefly,
• 40:41
  tell
• 40:42
  me
• 40:42
  about
• 40:42
  your
• 40:42
  book
• 40:42
  journey.
• 40:43
  Why
• 40:43
  did
• 40:43
  you
• 40:43
  decide
• 40:44
  to
• 40:44
  write
• 40:44
  the
• 40:44
  book?
• 40:45
  What
• 40:45
  happened?
• 40:45
  How
• 40:46
  long
• 40:46
  did
• 40:46
  it
• 40:46
  take
• 40:46
  you
• 40:46
  Give
• 40:46
  us
• 40:47
  the
• 40:47
  juicy
• 40:48
  information.
• 40:49
  I've
• 40:49
  been,
• 40:50
  as
• 40:50
  you
• 40:50
  know,
• 40:50
  I've
• 40:51
  been
• 40:51
  a
• 40:51
  speaker
• 40:51
  for
• 40:52
  quite
• 40:52
  a
• 40:52
  number
• 40:52
  of
• 40:53
  years
• 40:53
  and
• 40:53
  I'm
• 40:54
  always
• 40:54
  talking
• 40:54
  about
• 40:54
  things
• 40:55
  that
• 40:55
  people
• 40:55
  are
• 40:56
  going
• 40:56
  like
• 40:56
  wow,
• 40:56
  you
• 40:56
  know,
• 40:57
  didn't
• 40:57
  realize
• 40:57
  that,
• 40:57
  didn't
• 40:58
  know
• 40:58
  that
• 40:58
  this
• 40:58
  is
• 40:58
  new
• 40:59
  to
• 40:59
  me.
• 40:59
  And
• 41:00
  I
• 41:00
  just
• 41:00
  thought,
• 41:00
  you
• 41:00
  know
• 41:00
  what,
• 41:01
  what
• 41:01
  if
• 41:02
  I
• 41:02
  put
• 41:02
  everything
• 41:03
  in
• 41:03
  a
• 41:03
  book?
• 41:03
  The
• 41:03
  kind
• 41:04
  of
• 41:04
  book
• 41:04
  I
• 41:04
  wish
• 41:04
  I
• 41:05
  had
• 41:05
  read
• 41:05
  20
• 41:06
  years
• 41:06
  ago
• 41:07
  when
• 41:07
  I
• 41:07
  started
• 41:07
  my
• 41:08
  business
• 41:08
  and
• 41:09
  that's
• 41:09
  how
• 41:09
  the
• 41:09
  idea
• 41:10
  came
• 41:10
  about
• 41:11
  and
• 41:12
  I
• 41:12
  just
• 41:12
  thought
• 41:12
  let
• 41:13
  me
• 41:13
  do
• 41:13
  the
• 41:13
  book.
• 41:14
  In
• 41:14
  terms
• 41:14
  of
• 41:15
  the
• 41:15
  journey,
• 41:16
  it
• 41:16
  wasn't
• 41:16
  an
• 41:17
  easy
• 41:17
  journey
• 41:17
  as
• 41:18
  you
• 41:18
  can
• 41:18
  imagine.
• 41:19
  And
• 41:20
  I
• 41:20
  pitched
• 41:21
  to
• 41:21
  a
• 41:21
  couple
• 41:22
  of
• 41:22
  publishers
• 41:22
  actually
• 41:23
  and
• 41:24
  for
• 41:24
  what
• 41:24
  they
• 41:25
  were
• 41:25
  offering
• 41:25
  for
• 41:26
  the
• 41:26
  rights
• 41:26
  to
• 41:26
  the
• 41:27
  book,
• 41:27
  I
• 41:28
  just
• 41:28
  thought,
• 41:28
  no,
• 41:28
  not
• 41:29
  worth
• 41:29
  it.
• 41:29
  I
• 41:30
  will
• 41:30
  independently
• 41:31
  publish
• 41:32
  it.
• 41:32
  And
• 41:33
  also
• 41:33
  when
• 41:33
  you
• 41:34
  read
• 41:34
  the
• 41:34
  stats
• 41:35
  of
• 41:35
  only
• 41:36
  17%
• 41:37
  of
• 41:37
  business
• 41:38
  books
• 41:38
  are
• 41:38
  written
• 41:38
  by
• 41:39
  women.
• 41:41
  That
• 41:41
  is
• 41:42
  especially
• 41:42
  the
• 41:42
  on
• 41:42
  the
• 41:43
  bestseller
• 41:43
  list.
• 41:43
  That
• 41:44
  is
• 41:44
  really,
• 41:44
  really
• 41:44
  awful.
• 41:45
  So
• 41:45
  I
• 41:45
  just
• 41:46
  thought
• 41:46
  to
• 41:46
  myself,
• 41:46
  okay,
• 41:47
  I'm
• 41:47
  just
• 41:48
  going
• 41:48
  to
• 41:48
  do
• 41:49
  my
• 41:49
  book
• 41:50
  my
• 41:50
  way.
• 41:51
  And
• 41:52
  it
• 41:52
  was,
• 41:53
  it
• 41:53
  was
• 41:53
  a
• 41:53
  journey
• 41:54
  and
• 41:54
  a
• 41:54
  half.
• 41:55
  I
• 41:56
  lost
• 41:56
  money.
• 41:57
  I
• 41:58
  initially
• 41:59
  had
• 42:00
  a
• 42:00
  couple
• 42:00
  of
• 42:01
  people
• 42:01
  who
• 42:01
  didn't
• 42:02
  understand
• 42:02
  where
• 42:03
  I
• 42:03
  was
• 42:03
  going
• 42:03
  with
• 42:03
  it.
• 42:03
  But
• 42:04
  eventually
• 42:04
  I
• 42:05
  found
• 42:05
  the
• 42:06
  two
• 42:06
  amazing
• 42:07
  editors
• 42:08
  that
• 42:08
  made
• 42:08
  this
• 42:09
  happen.
• 42:10
  And
• 42:10
  then
• 42:10
  the
• 42:11
  company
• 42:11
  that
• 42:11
  I
• 42:11
  use
• 42:12
  for
• 42:12
  the
• 42:12
  design
• 42:12
  of
• 42:13
  because
• 42:13
  I,
• 42:13
  I
• 42:13
  wanted
• 42:14
  something
• 42:14
  simple
• 42:15
  that
• 42:16
  does
• 42:16
  what
• 42:16
  it
• 42:16
  says
• 42:16
  on
• 42:16
  the
• 42:16
  tin.
• 42:17
  I
• 42:17
  don't
• 42:17
  want
• 42:17
  fancy
• 42:18
  graphics
• 42:18
  or
• 42:19
  anything
• 42:19
  like
• 42:20
  that.
• 42:20
  I
• 42:21
  again,
• 42:21
  the
• 42:21
  company
• 42:21
  that
• 42:22
  I
• 42:22
  use
• 42:22
  for
• 42:22
  my
• 42:23
  first
• 42:23
  book,
• 42:23
  Opalencia,
• 42:24
  I
• 42:24
  used
• 42:25
  them
• 42:25
  for
• 42:25
  this
• 42:26
  because
• 42:26
  I
• 42:26
  knew
• 42:27
  as
• 42:27
  a
• 42:27
  business
• 42:27
  book
• 42:28
  I
• 42:28
  wanted
• 42:28
  it
• 42:28
  to
• 42:28
  look
• 42:29
  serious.
• 42:30
  And
• 42:30
  to
• 42:30
  look,
• 42:31
  you
• 42:31
  know,
• 42:31
  professional
• 42:32
  etc
• 42:33
  and
• 42:33
  yeah,
• 42:34
  that
• 42:34
  this
• 42:34
  is
• 42:35
  what
• 42:35
  we
• 42:35
  came
• 42:35
  up
• 42:36
  with.
• 42:36
  And
• 42:37
  as
• 42:37
  I
• 42:37
  said
• 42:37
  earlier
• 42:37
  on,
• 42:38
  I
• 42:39
  also
• 42:39
  want
• 42:39
  a
• 42:39
  simplicity
• 42:41
  in
• 42:41
  terms
• 42:41
  of
• 42:41
  the
• 42:41
  inside.
• 42:42
  I
• 42:43
  want
• 42:43
  to
• 42:43
  take
• 42:43
  people
• 42:43
  on
• 42:43
  a
• 42:44
  journey.
• 42:44
  So
• 42:45
  it
• 42:45
  starts
• 42:45
  with
• 42:46
  them
• 42:46
  and
• 42:47
  then
• 42:47
  it
• 42:47
  starts
• 42:47
  with
• 42:48
  what
• 42:48
  you
• 42:48
  need
• 42:48
  to
• 42:48
  put
• 42:48
  in
• 42:49
  place
• 42:49
  to
• 42:49
  have
• 42:49
  a
• 42:49
  luxury
• 42:50
  brand
• 42:50
  and
• 42:50
  then
• 42:51
  it
• 42:51
  ends
• 42:51
  with
• 42:51
  a
• 42:51
  client.
• 42:52
  So
• 42:52
  three
• 42:52
  parts
• 42:53
  and
• 42:53
  it's
• 42:53
  only
• 42:54
  five
• 42:54
  chapters,
• 42:55
  but
• 42:56
  it's,
• 42:56
  it's,
• 42:57
  you
• 42:57
  know,
• 42:57
  it's
• 42:57
  a
• 42:57
  fairly
• 42:58
  substantial
• 42:58
  book.
• 42:59
  And
• 43:00
  I
• 43:00
  just
• 43:00
  thought
• 43:00
  to
• 43:00
  myself,
• 43:01
  these
• 43:01
  are
• 43:02
  things
• 43:02
  that
• 43:02
  I
• 43:02
  know
• 43:03
  would
• 43:03
  benefit
• 43:04
  people
• 43:05
  because
• 43:05
  in
• 43:06
  the
• 43:06
  luxury
• 43:06
  sector,
• 43:07
  a
• 43:07
  lot
• 43:07
  of
• 43:08
  the
• 43:08
  books
• 43:08
  are
• 43:08
  written
• 43:09
  by
• 43:09
  professors
• 43:09
  of
• 43:09
  luxury
• 43:10
  or
• 43:11
  people
• 43:11
  who
• 43:11
  have
• 43:11
  worked
• 43:12
  with
• 43:12
  very
• 43:13
  big
• 43:13
  luxury
• 43:14
  brands
• 43:15
  and
• 43:15
  they're
• 43:15
  writing
• 43:16
  from
• 43:16
  the
• 43:16
  perspective
• 43:17
  of
• 43:17
  having
• 43:17
  a
• 43:18
  multimillion
• 43:18
  pound
• 43:19
  backing
• 43:20
  when
• 43:20
  they.
• 43:21
  And
• 43:21
  I'm
• 43:21
  like,
• 43:22
  what
• 43:22
  if
• 43:22
  you've
• 43:23
  only
• 43:23
  got
• 43:23
  £40
• 43:24
  and
• 43:24
  a
• 43:24
  secondhand
• 43:24
  mixer?
• 43:26
  Is
• 43:26
  there
• 43:27
  a
• 43:27
  book
• 43:27
  for
• 43:27
  something?
• 43:27
  So
• 43:28
  that's
• 43:28
  why.
• 43:28
  And
• 43:29
  I'm
• 43:29
  reading
• 43:29
  happy
• 43:30
  because
• 43:30
  I'm
• 43:31
  now
• 43:31
  working
• 43:31
  with
• 43:31
  a
• 43:32
  couple
• 43:32
  of
• 43:32
  business
• 43:32
  schools
• 43:34
  who
• 43:35
  felt
• 43:35
  that,
• 43:35
  oh
• 43:36
  my
• 43:36
  God,
• 43:36
  this
• 43:36
  is
• 43:37
  an
• 43:37
  exciting
• 43:38
  area,
• 43:38
  that
• 43:39
  luxury
• 43:39
  entrepreneurship
• 43:41
  for
• 43:41
  small
• 43:42
  businesses
• 43:42
  that
• 43:42
  many
• 43:43
  people
• 43:44
  are
• 43:44
  not
• 43:44
  talking
• 43:44
  about
• 43:45
  and
• 43:45
  that
• 43:45
  books
• 43:46
  in
• 43:46
  that
• 43:46
  area
• 43:47
  are
• 43:48
  extremely
• 43:49
  rare.
• 43:49
  So
• 43:50
  yeah,
• 43:51
  I'm
• 43:51
  just
• 43:51
  really
• 43:52
  happy
• 43:52
  that
• 43:52
  I
• 43:53
  did
• 43:53
  it.
• 43:54
  Well,
• 43:54
  you
• 43:54
  should
• 43:54
  be
• 43:55
  because
• 43:55
  as
• 43:55
  I
• 43:55
  said,
• 43:56
  is
• 43:56
  not
• 43:56
  an
• 43:56
  easy
• 43:57
  thing
• 43:57
  to
• 43:57
  do.
• 43:57
  It's
• 43:57
  hard
• 43:58
  work,
• 43:58
  it
• 43:58
  costs
• 43:58
  money,
• 43:59
  it
• 43:59
  takes
• 43:59
  time,
• 44:00
  but
• 44:00
  it's
• 44:01
  out
• 44:01
  there
• 44:01
  now
• 44:01
  and
• 44:02
  I
• 44:02
  know
• 44:02
  people
• 44:02
  will
• 44:02
  benefit
• 44:03
  from
• 44:03
  it.
• 44:04
  If
• 44:04
  people
• 44:04
  want
• 44:04
  to
• 44:05
  buy
• 44:05
  a
• 44:05
  copy
• 44:05
  of
• 44:05
  your
• 44:05
  book,
• 44:06
  Elizabeth,
• 44:06
  where's
• 44:06
  the
• 44:06
  best
• 44:07
  place
• 44:07
  for
• 44:07
  them
• 44:07
  to
• 44:07
  do
• 44:07
  it?
• 44:07
  Is
• 44:07
  it
• 44:07
  your
• 44:08
  website?
• 44:08
  Is
• 44:08
  it
• 44:08
  on
• 44:08
  Amazon?
• 44:09
  Tell
• 44:09
  us
• 44:09
  more
• 44:09
  Amazon.
• 44:10
  If
• 44:11
  people
• 44:11
  can
• 44:11
  go
• 44:11
  to
• 44:11
  Amazon,
• 44:12
  sold
• 44:13
  in
• 44:13
  the
• 44:13
  uk,
• 44:13
  sold
• 44:14
  in
• 44:14
  the
• 44:14
  US
• 44:14
  and
• 44:15
  other
• 44:15
  English
• 44:15
  speaking
• 44:16
  countries,
• 44:16
  I'll
• 44:17
  be
• 44:17
  very
• 44:17
  grateful.
• 44:18
  And
• 44:18
  when
• 44:18
  you
• 44:18
  read
• 44:19
  it,
• 44:19
  if
• 44:19
  you,
• 44:19
  if
• 44:19
  you've
• 44:19
  learned
• 44:20
  something
• 44:20
  amazing
• 44:20
  from
• 44:20
  it,
• 44:21
  please
• 44:21
  leave
• 44:21
  me
• 44:21
  a
• 44:21
  five
• 44:21
  star
• 44:22
  review.
• 44:22
  You
• 44:22
  so
• 44:23
  Amazon,
• 44:23
  Amazon,
• 44:24
  Amazon.
• 44:25
  And
• 44:25
  I'm
• 44:25
  so
• 44:25
  grateful
• 44:26
  that
• 44:26
  Amazon
• 44:27
  is
• 44:27
  there
• 44:28
  for
• 44:28
  people
• 44:28
  like
• 44:29
  me
• 44:30
  because,
• 44:31
  you
• 44:31
  know,
• 44:31
  if
• 44:31
  you
• 44:31
  had
• 44:32
  to
• 44:32
  go
• 44:32
  through
• 44:32
  a
• 44:32
  big
• 44:32
  publisher,
• 44:33
  it's
• 44:33
  a
• 44:33
  completely
• 44:34
  different
• 44:34
  story.
• 44:35
  But
• 44:35
  I'm
• 44:35
  just
• 44:36
  grateful.
• 44:37
  Yeah.
• 44:37
  So
• 44:37
  Amazon
• 44:38
  is
• 44:38
  the
• 44:38
  best
• 44:38
  place.
• 44:39
  Amazing.
• 44:39
  And
• 44:39
  I
• 44:39
  will
• 44:40
  make
• 44:40
  sure
• 44:40
  I
• 44:40
  put
• 44:40
  a
• 44:40
  link
• 44:41
  to
• 44:41
  it
• 44:41
  in
• 44:41
  the
• 44:41
  show
• 44:41
  notes.
• 44:42
  So
• 44:42
  do
• 44:42
  go
• 44:42
  and
• 44:42
  check
• 44:42
  that
• 44:43
  out
• 44:43
  and
• 44:43
  do
• 44:43
  leave
• 44:44
  a
• 44:44
  review.
• 44:44
  I
• 44:44
  feel
• 44:44
  like
• 44:44
  I'm
• 44:45
  saying
• 44:45
  the
• 44:45
  same
• 44:45
  thing
• 44:45
  about
• 44:46
  my
• 44:46
  book
• 44:46
  all
• 44:46
  the
• 44:46
  time
• 44:46
  at
• 44:46
  the
• 44:47
  moment.
• 44:47
  If
• 44:47
  you've
• 44:47
  read
• 44:48
  a
• 44:48
  couple
• 44:48
  of
• 44:48
  chapters
• 44:49
  and
• 44:49
  you
• 44:49
  like
• 44:49
  it,
• 44:50
  please
• 44:50
  leave
• 44:50
  an
• 44:50
  Amazon
• 44:51
  review
• 44:51
  because
• 44:51
  it
• 44:51
  really
• 44:51
  does
• 44:52
  help
• 44:52
  us
• 44:53
  entrepreneurs.
• 44:54
  Oh,
• 44:55
  Elizabeth,
• 44:55
  as
• 44:55
  I
• 44:56
  said,
• 44:56
  I
• 44:56
  could
• 44:56
  talk
• 44:56
  to
• 44:56
  you
• 44:56
  for
• 44:57
  hours,
• 44:57
  but
• 44:57
  we
• 44:57
  do
• 44:57
  need
• 44:57
  to
• 44:58
  bring
• 44:58
  our
• 44:58
  conversation
• 44:59
  to
• 44:59
  a
• 44:59
  close.
• 45:00
  And
• 45:00
  I
• 45:00
  always
• 45:00
  end
• 45:01
  the
• 45:01
  podcast
• 45:01
  with
• 45:01
  the
• 45:02
  same
• 45:02
  question.
• 45:02
  And
• 45:02
  it's
• 45:02
  this.
• 45:03
  What's
• 45:03
  the
• 45:04
  one
• 45:04
  thing
• 45:04
  you
• 45:04
  wish
• 45:04
  you'd
• 45:05
  known
• 45:05
  sooner
• 45:06
  in
• 45:06
  your
• 45:06
  business?
• 45:07
  The
• 45:08
  power
• 45:08
  of
• 45:08
  personal
• 45:09
  branding
• 45:09
  in
• 45:10
  a
• 45:10
  business.
• 45:10
  Because
• 45:11
  I
• 45:11
  used
• 45:11
  to
• 45:11
  hide
• 45:12
  behind
• 45:12
  my
• 45:12
  capes,
• 45:13
  never
• 45:13
  came
• 45:13
  out
• 45:14
  except
• 45:14
  when
• 45:15
  I
• 45:15
  was
• 45:15
  invited
• 45:15
  to
• 45:15
  speak.
• 45:16
  It
• 45:16
  didn't
• 45:16
  put
• 45:16
  myself
• 45:17
  out
• 45:17
  there.
• 45:17
  It
• 45:17
  was
• 45:17
  all
• 45:18
  images
• 45:18
  of
• 45:18
  cake,
• 45:18
  cake,
• 45:19
  cake.
• 45:19
  Whereas
• 45:20
  people
• 45:20
  wanted
• 45:20
  to
• 45:20
  know
• 45:21
  a
• 45:21
  bit
• 45:21
  about
• 45:21
  the
• 45:21
  person
• 45:22
  behind
• 45:22
  the
• 45:22
  cakes.
• 45:22
  So
• 45:23
  the
• 45:23
  personal
• 45:23
  branding.
• 45:24
  So
• 45:24
  building
• 45:24
  your
• 45:25
  personal
• 45:25
  brand
• 45:26
  alongside
• 45:26
  your
• 45:27
  business
• 45:28
  brand,
• 45:28
  especially
• 45:29
  nowadays,
• 45:29
  absolutely
• 45:30
  key.
• 45:31
  So
• 45:31
  that's
• 45:31
  one
• 45:31
  thing
• 45:31
  I
• 45:32
  wish.
• 45:32
  And
• 45:32
  if
• 45:33
  I
• 45:33
  can
• 45:33
  add
• 45:33
  one
• 45:33
  more
• 45:34
  thing,
• 45:34
  I'd
• 45:34
  have
• 45:34
  got
• 45:34
  a
• 45:34
  mentor
• 45:35
  and
• 45:35
  a
• 45:35
  coach
• 45:36
  sooner,
• 45:37
  much
• 45:37
  sooner,
• 45:38
  I'd
• 45:38
  have
• 45:38
  got
• 45:38
  a
• 45:38
  coach
• 45:39
  with.
• 45:39
  I
• 45:39
  mean,
• 45:39
  hands
• 45:40
  down,
• 45:40
  got
• 45:40
  a
• 45:41
  coach
• 45:41
  and
• 45:41
  a
• 45:41
  mentor
• 45:42
  much
• 45:42
  earlier.
• 45:43
  Love
• 45:43
  it.
• 45:44
  So,
• 45:44
  so
• 45:44
  good,
• 45:44
  Elizabeth,
• 45:45
  if
• 45:45
  people
• 45:45
  want
• 45:45
  to
• 45:45
  connect
• 45:46
  with
• 45:46
  you,
• 45:46
  find
• 45:46
  out
• 45:46
  more
• 45:47
  about
• 45:47
  you,
• 45:47
  where's
• 45:48
  the
• 45:48
  best
• 45:48
  places
• 45:48
  for
• 45:48
  them
• 45:48
  to
• 45:49
  go?
• 45:49
  I'm
• 45:49
  on
• 45:50
  LinkedIn,
• 45:50
  so
• 45:51
  LinkedIn
• 45:51
  is
• 45:51
  my
• 45:52
  new
• 45:52
  playground.
• 45:53
  Every
• 45:54
  day
• 45:54
  I
• 45:54
  talk
• 45:54
  about
• 45:55
  luxury
• 45:55
  subject
• 45:56
  and
• 45:56
  how
• 45:56
  you
• 45:56
  can
• 45:57
  apply
• 45:57
  it
• 45:57
  to
• 45:57
  your
• 45:57
  personal
• 45:58
  business.
• 45:58
  And
• 45:59
  I'm
• 45:59
  so
• 45:59
  Elizabeth
• 46:00
  Solaru
• 46:01
  on
• 46:01
  LinkedIn
• 46:02
  and
• 46:02
  on
• 46:03
  Instagram
• 46:04
  at
• 46:04
  Elizabeth's
• 46:05
  Cake
• 46:05
  Emporium.
• 46:05
  And
• 46:06
  that's
• 46:06
  it.
• 46:06
  Yeah,
• 46:07
  Amazing.
• 46:08
  Thank
• 46:08
  you
• 46:08
  so
• 46:09
  much.
• 46:09
  I'm
• 46:09
  sure
• 46:09
  we're
• 46:10
  going
• 46:10
  to
• 46:10
  connect
• 46:10
  again
• 46:11
  soon.
• 46:11
  We
• 46:11
  talked
• 46:12
  before
• 46:12
  we
• 46:12
  started
• 46:12
  recording
• 46:13
  about
• 46:13
  maybe
• 46:13
  getting
• 46:13
  together
• 46:14
  and
• 46:14
  doing
• 46:14
  something.
• 46:14
  So
• 46:15
  watch
• 46:15
  this
• 46:15
  space
• 46:16
  for
• 46:16
  that
• 46:16
  and
• 46:16
  thank
• 46:17
  you
• 46:17
  so
• 46:17
  much
• 46:17
  for
• 46:17
  your
• 46:18
  time.
• 46:18
  As
• 46:18
  always,
• 46:18
  good
• 46:18
  luck
• 46:19
  with
• 46:19
  the
• 46:19
  rest
• 46:19
  of
• 46:19
  your
• 46:19
  book
• 46:20
  sales.
• 46:20
  Thank
• 46:21
  you
• 46:21
  so
• 46:21
  much,
• 46:21
  Becca.
• 46:22
  This
• 46:22
  has
• 46:22
  been
• 46:22
  an
• 46:22
  amazing,
• 46:23
  amazing
• 46:23
  chat
• 46:24
  and
• 46:24
  I
• 46:24
  can't
• 46:24
  believe
• 46:24
  time's
• 46:25
  flown
• 46:26
  so
• 46:26
  quickly.
• 46:26
  So
• 46:27
  thank
• 46:27
  you
• 46:27
  very
• 46:27
  much.
• 46:28
  What
• 46:28
  a
• 46:28
  fabulous
• 46:29
  conversation.
• 46:29
  I
• 46:30
  always
• 46:30
  enjoy
• 46:30
  chatting
• 46:31
  with
• 46:31
  Elizabeth.
• 46:31
  She's
• 46:32
  so
• 46:32
  lovely.
• 46:32
  She's
• 46:33
  so
• 46:33
  down
• 46:33
  to
• 46:33
  earth,
• 46:34
  yet
• 46:34
  she.
• 46:34
  She's
• 46:34
  working
• 46:34
  with
• 46:35
  such
• 46:35
  incredible
• 46:35
  clients
• 46:36
  and
• 46:36
  there's
• 46:36
  so
• 46:36
  many
• 46:37
  things
• 46:37
  that
• 46:37
  we
• 46:37
  can
• 46:37
  learn
• 46:38
  from
• 46:38
  her.
• 46:38
  Do
• 46:38
  go
• 46:39
  and
• 46:39
  buy
• 46:39
  a
• 46:39
  copy
• 46:39
  of
• 46:39
  her
• 46:40
  book,
• 46:40
  the
• 46:40
  Luxpreneur
• 46:41
  on
• 46:41
  Amazon,
• 46:42
  and
• 46:42
  I
• 46:42
  think
• 46:42
  I
• 46:43
  might
• 46:43
  just
• 46:43
  go
• 46:43
  grab
• 46:43
  myself
• 46:44
  a
• 46:44
  copy
• 46:44
  too.
• 46:44
  I'll
• 46:45
  see
• 46:45
  you
• 46:45
  next
• 46:45
  time.