Latest / Wedding Pros who are ready to grow - with Becca Pountney / Navigating the 'experience era' with Julie Comfort

Transcript

Navigating the 'experience era' with Julie Comfort · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Yeah,
• 0:00
  again,
• 0:00
  that's
• 0:00
  like
• 0:01
  why
• 0:01
  I
• 0:01
  really
• 0:01
  prefer
• 0:01
  to
• 0:02
  work
• 0:02
  with
• 0:02
  wedding
• 0:02
  planners
• 0:03
  because
• 0:03
  they
• 0:03
  also
• 0:04
  understand
• 0:04
  all
• 0:04
  of
• 0:05
  the
• 0:05
  logistical
• 0:06
  challenges
• 0:06
  as
• 0:07
  well.
• 0:07
  And
• 0:08
  you
• 0:08
  know,
• 0:08
  this
• 0:08
  is
• 0:08
  something
• 0:09
  that
• 0:09
  always
• 0:09
  kind
• 0:09
  of
• 0:09
  comes
• 0:10
  out
• 0:10
  in
• 0:10
  the
• 0:10
  brainstorming
• 0:11
  process
• 0:11
  as
• 0:11
  well
• 0:11
  because
• 0:12
  I
• 0:12
  always
• 0:12
  want
• 0:12
  to
• 0:12
  start
• 0:12
  with
• 0:12
  like
• 0:13
  every
• 0:13
  big
• 0:13
  idea,
• 0:13
  everything
• 0:14
  you
• 0:14
  can
• 0:14
  think
• 0:14
  of
• 0:15
  and
• 0:15
  then
• 0:15
  we
• 0:15
  get
• 0:15
  into
• 0:16
  the
• 0:16
  practical
• 0:16
  side.
• 0:17
  Is
• 0:17
  this
• 0:17
  realistic?
• 0:18
  Is
• 0:19
  it
• 0:19
  going
• 0:19
  to
• 0:19
  cause
• 0:19
  you
• 0:20
  stress?
• 0:20
  Because
• 0:21
  part
• 0:21
  of
• 0:21
  the
• 0:21
  experience
• 0:22
  design
• 0:22
  is
• 0:22
  also
• 0:23
  designing
• 0:24
  the
• 0:24
  experience
• 0:24
  for
• 0:24
  the
• 0:25
  couple
• 0:25
  of
• 0:26
  planning
• 0:26
  the
• 0:26
  wedding.
• 0:27
  Like
• 0:28
  I'm
• 0:29
  Becca
• 0:29
  Pountney,
• 0:29
  wedding
• 0:30
  business
• 0:30
  marketing
• 0:30
  expert
• 0:31
  speaker
• 0:31
  and
• 0:32
  and
• 0:32
  you're
• 0:32
  listening
• 0:33
  to
• 0:33
  the
• 0:33
  Wedding
• 0:33
  Pros
• 0:34
  who
• 0:34
  Are
• 0:34
  Ready
• 0:34
  to
• 0:34
  Grow
• 0:34
  podcast.
• 0:36
  I'm
• 0:36
  here
• 0:36
  to
• 0:36
  share
• 0:37
  with
• 0:37
  you
• 0:37
  actionable
• 0:37
  tips,
• 0:38
  strategies
• 0:39
  and
• 0:39
  real
• 0:39
  life
• 0:39
  examples
• 0:40
  to
• 0:40
  help
• 0:40
  you
• 0:41
  take
• 0:41
  your
• 0:41
  wedding
• 0:41
  business
• 0:42
  to
• 0:42
  the
• 0:42
  next
• 0:42
  level.
• 0:43
  If
• 0:43
  you
• 0:43
  are
• 0:43
  an
• 0:44
  ambitious
• 0:44
  wedding
• 0:44
  business
• 0:45
  owner
• 0:45
  that
• 0:45
  wants
• 0:46
  to
• 0:46
  take
• 0:46
  your
• 0:46
  passion
• 0:47
  and
• 0:47
  use
• 0:47
  it
• 0:47
  to
• 0:47
  build
• 0:47
  a
• 0:48
  profitable,
• 0:48
  sustainable
• 0:49
  business
• 0:49
  doing
• 0:50
  what
• 0:50
  you
• 0:50
  love,
• 0:50
  then
• 0:51
  you're
• 0:51
  in
• 0:51
  the
• 0:51
  right
• 0:51
  place.
• 0:52
  Let's
• 0:52
  get
• 0:52
  going
• 0:53
  with
• 0:53
  today's
• 0:53
  episode.
• 0:55
  Today
• 0:55
  I'm
• 0:55
  chatting
• 0:56
  with
• 0:56
  Julie
• 0:56
  Comfort,
• 0:57
  award
• 0:57
  winning
• 0:57
  photographer
• 0:58
  turned
• 0:58
  visionary
• 0:59
  experience
• 0:59
  designer.
• 1:00
  As
• 1:00
  founder
• 1:01
  of
• 1:01
  the
• 1:01
  Experiential
• 1:02
  Wedding,
• 1:02
  she
• 1:02
  helps
• 1:03
  couples
• 1:03
  planners
• 1:04
  and
• 1:04
  entrepreneurs
• 1:05
  create
• 1:05
  unforgettable
• 1:06
  events
• 1:06
  that
• 1:06
  go
• 1:06
  far
• 1:07
  beyond
• 1:07
  the
• 1:07
  pretty
• 1:08
  details,
• 1:08
  with
• 1:08
  a
• 1:09
  focus
• 1:09
  on
• 1:09
  connection,
• 1:10
  inclusion
• 1:10
  and
• 1:11
  meaningful
• 1:11
  impact.
• 1:12
  When
• 1:13
  not
• 1:13
  in
• 1:13
  weddings,
• 1:13
  Julie
• 1:14
  educates
• 1:14
  on
• 1:14
  experience
• 1:15
  design
• 1:15
  at
• 1:15
  the
• 1:15
  Catalyst,
• 1:16
  the
• 1:16
  Institute
• 1:17
  for
• 1:17
  Creative
• 1:18
  Arts
• 1:18
  and
• 1:18
  Technology
• 1:18
  in
• 1:19
  Berlin,
• 1:19
  Germany,
• 1:20
  the
• 1:20
  city
• 1:20
  she
• 1:21
  also
• 1:21
  calls
• 1:21
  home.
• 1:22
  I
• 1:22
  cannot
• 1:23
  wait
• 1:23
  to
• 1:23
  find
• 1:23
  out
• 1:23
  more
• 1:23
  about
• 1:24
  Julie.
• 1:24
  So
• 1:25
  Julie,
• 1:25
  welcome
• 1:26
  to
• 1:26
  the
• 1:26
  podcast.
• 1:27
  Thank
• 1:27
  you
• 1:27
  for
• 1:27
  having
• 1:27
  me.
• 1:28
  It
• 1:28
  is
• 1:28
  an
• 1:28
  absolute
• 1:29
  pleasure.
• 1:29
  I'm
• 1:30
  thrilled
• 1:30
  to
• 1:30
  have
• 1:30
  you.
• 1:31
  Just
• 1:31
  tell
• 1:32
  me
• 1:32
  before
• 1:32
  we
• 1:32
  dive
• 1:32
  into
• 1:33
  your
• 1:33
  background,
• 1:33
  how
• 1:33
  long
• 1:34
  have
• 1:34
  you
• 1:34
  lived
• 1:34
  in
• 1:34
  Germany?
• 1:35
  Because
• 1:35
  we
• 1:35
  can
• 1:35
  tell
• 1:35
  from
• 1:35
  your
• 1:36
  accent
• 1:36
  that
• 1:36
  maybe
• 1:37
  you
• 1:37
  haven't
• 1:37
  been
• 1:37
  in
• 1:38
  Germany
• 1:38
  forever.
• 1:38
  Yes,
• 1:39
  that's
• 1:39
  correct.
• 1:39
  I
• 1:40
  have
• 1:40
  been
• 1:40
  here
• 1:41
  just
• 1:41
  over
• 1:41
  10
• 1:41
  years,
• 1:42
  about
• 1:42
  10
• 1:42
  and
• 1:42
  a
• 1:42
  half
• 1:42
  years.
• 1:43
  I'm
• 1:44
  originally
• 1:44
  from
• 1:45
  the
• 1:45
  US
• 1:46
  just
• 1:46
  outside
• 1:46
  of
• 1:46
  New
• 1:46
  York
• 1:47
  City
• 1:47
  in
• 1:47
  New
• 1:47
  Jersey,
• 1:48
  but
• 1:49
  I've
• 1:50
  kind
• 1:50
  of
• 1:50
  lived
• 1:50
  all
• 1:50
  over.
• 1:50
  I
• 1:51
  was
• 1:51
  also
• 1:51
  in
• 1:52
  Costa
• 1:52
  Rica
• 1:52
  for
• 1:53
  almost
• 1:53
  seven
• 1:54
  years
• 1:54
  and
• 1:54
  that's
• 1:54
  where
• 1:54
  I
• 1:55
  started
• 1:55
  my
• 1:55
  wedding
• 1:56
  photography
• 1:56
  business.
• 1:58
  And
• 1:58
  so
• 1:59
  I
• 1:59
  was
• 1:59
  a
• 1:59
  destination
• 2:00
  wedding
• 2:00
  photographer.
• 2:01
  Kind
• 2:01
  of
• 2:01
  traveled
• 2:01
  all
• 2:01
  over
• 2:03
  and
• 2:03
  have
• 2:04
  moved
• 2:04
  around
• 2:04
  quite
• 2:04
  a
• 2:04
  bit,
• 2:05
  but
• 2:05
  I've
• 2:05
  been
• 2:05
  pretty
• 2:05
  settled
• 2:06
  here
• 2:07
  for
• 2:07
  just
• 2:07
  over
• 2:07
  10
• 2:08
  years.
• 2:08
  Amazing.
• 2:09
  Well,
• 2:09
  I've
• 2:09
  never
• 2:09
  been
• 2:10
  to
• 2:10
  Germany.
• 2:10
  That's
• 2:10
  still
• 2:10
  on
• 2:11
  my
• 2:11
  list
• 2:11
  of
• 2:11
  places
• 2:11
  I
• 2:12
  need
• 2:12
  to
• 2:12
  go.
• 2:12
  So
• 2:12
  if
• 2:13
  you
• 2:13
  hear
• 2:13
  of
• 2:13
  any
• 2:13
  great
• 2:14
  wedding
• 2:14
  industry
• 2:14
  events
• 2:15
  happening
• 2:15
  in
• 2:15
  Germany,
• 2:16
  let
• 2:16
  me
• 2:16
  know.
• 2:16
  Maybe
• 2:17
  I
• 2:17
  can
• 2:17
  take
• 2:17
  it
• 2:18
  off
• 2:18
  my
• 2:18
  bucket
• 2:18
  list
• 2:19
  of
• 2:19
  places
• 2:19
  that
• 2:20
  I
• 2:20
  haven't
• 2:20
  yet
• 2:20
  been,
• 2:21
  which
• 2:21
  is
• 2:22
  ridiculous
• 2:22
  because
• 2:22
  it.
• 2:23
  Really
• 2:23
  isn't
• 2:23
  that
• 2:23
  Far
• 2:23
  from
• 2:23
  the
• 2:24
  uk.
• 2:25
  Exactly.
• 2:26
  So
• 2:27
  Judy,
• 2:27
  talk
• 2:27
  to
• 2:27
  me.
• 2:28
  I'm
• 2:28
  going
• 2:28
  to
• 2:28
  take
• 2:28
  you
• 2:28
  back
• 2:28
  because
• 2:29
  I
• 2:29
  always
• 2:29
  like
• 2:29
  to
• 2:30
  take
• 2:30
  my
• 2:30
  list
• 2:30
  business
• 2:31
  back
• 2:31
  to
• 2:31
  hear
• 2:32
  people's
• 2:32
  journey
• 2:33
  so
• 2:33
  they
• 2:33
  know
• 2:33
  why
• 2:33
  they
• 2:34
  should
• 2:34
  be
• 2:34
  listening
• 2:34
  to
• 2:34
  in
• 2:34
  the
• 2:35
  first
• 2:35
  place.
• 2:35
  And
• 2:35
  I
• 2:36
  mentioned
• 2:36
  in
• 2:36
  my
• 2:36
  intro
• 2:36
  that
• 2:36
  you
• 2:37
  actually
• 2:37
  started
• 2:37
  in
• 2:38
  photography.
• 2:38
  You
• 2:39
  just
• 2:39
  mentioned
• 2:39
  that
• 2:39
  you
• 2:39
  started
• 2:39
  in
• 2:40
  photography
• 2:40
  as
• 2:40
  well.
• 2:41
  So
• 2:41
  take
• 2:41
  me
• 2:41
  back
• 2:42
  to
• 2:42
  that
• 2:42
  moment.
• 2:42
  When
• 2:43
  did
• 2:43
  you
• 2:43
  actually
• 2:43
  enter
• 2:44
  the
• 2:44
  wedding
• 2:44
  industry
• 2:45
  for
• 2:45
  the
• 2:45
  first
• 2:45
  time?
• 2:46
  So,
• 2:47
  okay,
• 2:47
  it
• 2:47
  was
• 2:48
  I
• 2:48
  actually,
• 2:49
  I
• 2:49
  went
• 2:49
  to
• 2:49
  art
• 2:49
  school
• 2:50
  and
• 2:50
  I
• 2:51
  had
• 2:51
  an
• 2:51
  individualized
• 2:52
  major
• 2:52
  in
• 2:53
  graphic
• 2:53
  design
• 2:53
  and
• 2:54
  photography.
• 2:55
  So
• 2:55
  I
• 2:56
  studied
• 2:56
  photography
• 2:58
  and
• 2:58
  I
• 2:58
  was
• 2:59
  like
• 2:59
  a
• 2:59
  hobbyist
• 2:59
  photographer
• 3:00
  as
• 3:00
  far
• 3:00
  back
• 3:01
  as
• 3:01
  when
• 3:02
  I
• 3:02
  was
• 3:02
  a
• 3:03
  early
• 3:03
  teenager.
• 3:04
  I
• 3:04
  found
• 3:04
  my
• 3:04
  dad's
• 3:04
  old
• 3:05
  camera
• 3:05
  in
• 3:05
  the
• 3:05
  attic
• 3:06
  and
• 3:06
  I
• 3:06
  got
• 3:06
  really
• 3:07
  into
• 3:07
  photography
• 3:07
  when
• 3:07
  I
• 3:08
  was
• 3:08
  about
• 3:08
  13,
• 3:08
  14.
• 3:09
  So
• 3:10
  I
• 3:10
  was
• 3:10
  already.
• 3:11
  I
• 3:11
  wasn't
• 3:11
  a
• 3:12
  professional
• 3:12
  photographer,
• 3:13
  but
• 3:14
  I
• 3:14
  was
• 3:15
  a
• 3:15
  hobbyist
• 3:16
  photographer
• 3:16
  for
• 3:17
  a
• 3:17
  really
• 3:17
  long
• 3:17
  time.
• 3:18
  And
• 3:19
  when
• 3:19
  I
• 3:20
  had
• 3:20
  my
• 3:20
  first
• 3:20
  daughter
• 3:21
  in
• 3:21
  2008,
• 3:22
  I
• 3:23
  was
• 3:23
  gifted
• 3:23
  a
• 3:23
  really,
• 3:24
  really
• 3:24
  nice
• 3:24
  digital
• 3:25
  camera.
• 3:26
  And
• 3:27
  that
• 3:27
  was
• 3:27
  the
• 3:27
  first
• 3:27
  time
• 3:28
  that
• 3:28
  I
• 3:28
  sort
• 3:28
  of
• 3:29
  thought
• 3:29
  I
• 3:29
  could
• 3:29
  do
• 3:30
  photography
• 3:31
  professionally
• 3:32
  because
• 3:32
  film
• 3:32
  was
• 3:32
  always
• 3:33
  such
• 3:33
  a
• 3:33
  crapshoot.
• 3:33
  It
• 3:34
  was
• 3:34
  know
• 3:34
  you
• 3:35
  never
• 3:35
  really
• 3:35
  knew
• 3:35
  what
• 3:35
  you
• 3:35
  were
• 3:36
  going
• 3:36
  to
• 3:36
  get.
• 3:37
  Even
• 3:37
  though
• 3:37
  I
• 3:37
  was
• 3:37
  pretty
• 3:38
  technically
• 3:38
  savvy,
• 3:39
  I
• 3:39
  just,
• 3:39
  the.
• 3:40
  The
• 3:40
  idea
• 3:41
  of
• 3:41
  losing
• 3:41
  someone's
• 3:42
  wedding
• 3:42
  photos
• 3:43
  was
• 3:43
  just
• 3:44
  terrifying
• 3:44
  to
• 3:45
  me.
• 3:45
  And
• 3:45
  I
• 3:45
  think
• 3:45
  that
• 3:45
  kind
• 3:45
  of
• 3:46
  immediacy
• 3:46
  of
• 3:46
  digital
• 3:47
  made
• 3:47
  it
• 3:48
  more
• 3:48
  accessible
• 3:48
  to
• 3:49
  me.
• 3:49
  And
• 3:49
  at
• 3:50
  the
• 3:50
  time
• 3:50
  I
• 3:50
  was
• 3:50
  actually
• 3:51
  working
• 3:51
  as
• 3:51
  a
• 3:51
  web
• 3:51
  designer.
• 3:52
  And
• 3:53
  my
• 3:53
  husband
• 3:53
  and
• 3:53
  I,
• 3:54
  after
• 3:54
  our
• 3:54
  daughter
• 3:54
  was
• 3:55
  born,
• 3:55
  we
• 3:55
  decided
• 3:55
  to
• 3:55
  move
• 3:56
  to
• 3:56
  Costa
• 3:56
  Rica.
• 3:57
  And
• 3:57
  I
• 3:57
  was
• 3:58
  planning
• 3:58
  on
• 3:58
  being
• 3:58
  a
• 3:59
  web
• 3:59
  designer
• 3:59
  there
• 4:00
  and
• 4:00
  just,
• 4:01
  you
• 4:01
  know,
• 4:01
  kind
• 4:01
  of
• 4:02
  sticking
• 4:02
  with
• 4:02
  my
• 4:03
  US
• 4:03
  clients
• 4:03
  and
• 4:04
  doing
• 4:04
  it
• 4:04
  remotely.
• 4:05
  But
• 4:05
  as
• 4:06
  I
• 4:06
  was
• 4:06
  researching
• 4:06
  Costa
• 4:07
  Rica,
• 4:07
  I
• 4:07
  found
• 4:08
  that
• 4:08
  there
• 4:08
  was
• 4:08
  this
• 4:08
  sort
• 4:08
  of
• 4:09
  thriving
• 4:09
  wedding
• 4:10
  industry
• 4:10
  that
• 4:11
  was
• 4:11
  happening
• 4:11
  there
• 4:11
  and
• 4:12
  it
• 4:12
  was
• 4:12
  becoming
• 4:13
  a
• 4:13
  hotspot
• 4:14
  for
• 4:14
  destination
• 4:14
  weddings.
• 4:15
  And
• 4:16
  at
• 4:16
  the
• 4:16
  time
• 4:16
  I
• 4:16
  also
• 4:17
  did
• 4:17
  a
• 4:17
  lot
• 4:17
  of
• 4:17
  work
• 4:17
  for
• 4:18
  a
• 4:18
  wedding
• 4:19
  photographer.
• 4:19
  I
• 4:20
  was
• 4:20
  doing
• 4:20
  design
• 4:20
  work
• 4:20
  for
• 4:21
  her.
• 4:21
  But
• 4:22
  I
• 4:23
  thought,
• 4:23
  well,
• 4:23
  I
• 4:23
  have
• 4:23
  this
• 4:24
  kind
• 4:24
  of
• 4:24
  in
• 4:25
  to
• 4:25
  sort
• 4:25
  of
• 4:25
  learn
• 4:25
  how
• 4:26
  it
• 4:26
  goes.
• 4:26
  And
• 4:26
  I
• 4:26
  asked
• 4:27
  if
• 4:27
  I
• 4:27
  could
• 4:27
  start
• 4:27
  second
• 4:27
  shooting
• 4:28
  with
• 4:28
  her.
• 4:28
  This
• 4:28
  is
• 4:29
  when
• 4:29
  I
• 4:29
  was
• 4:29
  still
• 4:29
  living
• 4:29
  in
• 4:29
  the
• 4:29
  States.
• 4:30
  I
• 4:30
  was
• 4:31
  in
• 4:31
  Austin,
• 4:31
  Texas
• 4:31
  at
• 4:32
  that
• 4:32
  time
• 4:32
  and
• 4:33
  I
• 4:33
  started
• 4:33
  second
• 4:33
  shooting
• 4:34
  with
• 4:34
  some
• 4:34
  wedding
• 4:34
  people
• 4:35
  I
• 4:35
  knew
• 4:35
  and
• 4:35
  kind
• 4:36
  of
• 4:36
  learning
• 4:36
  how
• 4:36
  it
• 4:37
  worked
• 4:37
  to
• 4:37
  shoot
• 4:37
  a
• 4:37
  wedding.
• 4:38
  So
• 4:38
  that
• 4:38
  by
• 4:38
  the
• 4:38
  time
• 4:38
  I
• 4:38
  moved
• 4:39
  to
• 4:39
  Costa
• 4:39
  Rica,
• 4:40
  I
• 4:40
  had
• 4:40
  already
• 4:40
  built
• 4:41
  up
• 4:41
  a
• 4:41
  little
• 4:42
  bit
• 4:42
  of
• 4:42
  a
• 4:42
  portfolio
• 4:43
  and
• 4:43
  I
• 4:43
  was
• 4:44
  already
• 4:44
  booking
• 4:45
  weddings
• 4:45
  before
• 4:45
  I
• 4:46
  even
• 4:46
  got
• 4:46
  there.
• 4:46
  There's
• 4:47
  a
• 4:47
  ton
• 4:47
  of
• 4:47
  elopements
• 4:47
  at
• 4:48
  that
• 4:48
  time.
• 4:48
  So
• 4:48
  I
• 4:49
  kind
• 4:49
  of
• 4:49
  started
• 4:49
  small,
• 4:50
  did
• 4:51
  a
• 4:51
  lot
• 4:51
  of
• 4:51
  elopements.
• 4:51
  And
• 4:52
  then
• 4:52
  my.
• 4:53
  My
• 4:53
  career
• 4:53
  really
• 4:54
  quickly
• 4:54
  blew
• 4:54
  up
• 4:55
  there
• 4:55
  because
• 4:56
  I
• 4:56
  think
• 4:57
  the
• 4:57
  planners
• 4:58
  there,
• 4:58
  because
• 4:58
  it
• 4:58
  was
• 4:58
  such
• 4:59
  a
• 4:59
  boom
• 4:59
  at
• 4:59
  that
• 4:59
  time,
• 5:00
  they
• 5:00
  were
• 5:00
  looking
• 5:01
  for
• 5:01
  someone
• 5:01
  new
• 5:03
  creatively.
• 5:03
  I
• 5:03
  think
• 5:03
  the
• 5:04
  photographers
• 5:05
  who
• 5:05
  were
• 5:05
  there
• 5:05
  at
• 5:05
  that
• 5:06
  time,
• 5:06
  they
• 5:07
  were
• 5:07
  just.
• 5:08
  They
• 5:08
  were
• 5:08
  good.
• 5:08
  You
• 5:09
  know,
• 5:09
  they
• 5:09
  were
• 5:09
  technically
• 5:09
  really
• 5:10
  good,
• 5:10
  but
• 5:10
  they
• 5:10
  weren't
• 5:11
  really
• 5:11
  doing
• 5:11
  anything
• 5:11
  outside
• 5:11
  the
• 5:12
  box.
• 5:12
  And
• 5:12
  I
• 5:12
  think
• 5:12
  that's
• 5:13
  when
• 5:14
  wedding
• 5:14
  photography
• 5:15
  started
• 5:15
  being
• 5:16
  really
• 5:16
  creative
• 5:17
  and
• 5:17
  people
• 5:17
  were
• 5:17
  looking
• 5:17
  for
• 5:18
  something
• 5:18
  really
• 5:18
  fresh
• 5:19
  and
• 5:19
  personalized.
• 5:20
  And
• 5:20
  so
• 5:21
  it
• 5:21
  was
• 5:21
  kind
• 5:21
  of
• 5:21
  a
• 5:21
  right
• 5:21
  place,
• 5:22
  right
• 5:22
  time
• 5:22
  situation
• 5:23
  where
• 5:24
  I
• 5:24
  came
• 5:24
  in,
• 5:25
  I
• 5:25
  was
• 5:25
  something
• 5:25
  new,
• 5:26
  and
• 5:26
  the
• 5:26
  planners
• 5:27
  really
• 5:27
  liked
• 5:27
  me
• 5:27
  and
• 5:28
  wanted
• 5:28
  to
• 5:28
  work
• 5:28
  with
• 5:28
  me.
• 5:28
  And
• 5:28
  so
• 5:28
  they
• 5:29
  were
• 5:29
  really
• 5:29
  promoting
• 5:29
  me,
• 5:30
  and
• 5:30
  my
• 5:30
  career
• 5:31
  really
• 5:31
  blew
• 5:31
  up
• 5:31
  there.
• 5:32
  And
• 5:32
  so
• 5:32
  I
• 5:32
  was
• 5:33
  doing
• 5:33
  really
• 5:33
  well
• 5:33
  there
• 5:33
  for
• 5:33
  a
• 5:33
  while.
• 5:34
  I
• 5:34
  was
• 5:34
  also
• 5:34
  being
• 5:35
  booked
• 5:35
  to
• 5:35
  kind
• 5:35
  of
• 5:35
  travel
• 5:36
  around
• 5:36
  to
• 5:36
  other
• 5:36
  places,
• 5:38
  and
• 5:38
  that
• 5:38
  was
• 5:38
  great.
• 5:39
  And
• 5:39
  I
• 5:39
  loved
• 5:39
  wedding
• 5:40
  photography.
• 5:41
  But
• 5:42
  by
• 5:42
  the
• 5:42
  time
• 5:42
  that
• 5:42
  I
• 5:43
  moved
• 5:43
  to
• 5:43
  Europe
• 5:44
  about,
• 5:45
  I
• 5:46
  don't
• 5:46
  know,
• 5:46
  seven
• 5:46
  or
• 5:46
  eight
• 5:47
  years
• 5:47
  after
• 5:47
  I
• 5:47
  started
• 5:48
  my
• 5:48
  wedding
• 5:48
  photography
• 5:49
  career,
• 5:50
  and
• 5:50
  I
• 5:50
  was
• 5:50
  faced
• 5:50
  with
• 5:51
  the
• 5:51
  prospect
• 5:51
  of
• 5:52
  starting
• 5:52
  from
• 5:52
  scratch
• 5:53
  in
• 5:53
  a
• 5:53
  new
• 5:53
  market,
• 5:55
  and
• 5:55
  I
• 5:55
  was
• 5:55
  no
• 5:55
  longer
• 5:56
  kind
• 5:56
  of
• 5:56
  the
• 5:56
  big
• 5:56
  fish
• 5:56
  in
• 5:57
  a
• 5:57
  small
• 5:57
  pond.
• 5:57
  I
• 5:57
  was
• 5:57
  now
• 5:58
  a
• 5:58
  very
• 5:58
  small
• 5:58
  fish
• 5:58
  in
• 5:59
  a
• 5:59
  very
• 5:59
  big
• 5:59
  pond.
• 6:00
  I
• 6:01
  was
• 6:02
  a
• 6:02
  little
• 6:02
  bit
• 6:02
  overwhelmed
• 6:03
  by
• 6:03
  that
• 6:03
  idea,
• 6:04
  and
• 6:04
  I
• 6:04
  was
• 6:04
  also
• 6:04
  kind
• 6:05
  of
• 6:05
  burned
• 6:05
  out.
• 6:06
  Weddings
• 6:06
  started
• 6:06
  to
• 6:06
  feel
• 6:07
  all
• 6:07
  the
• 6:07
  same
• 6:07
  to
• 6:07
  me
• 6:08
  at
• 6:08
  that
• 6:08
  point.
• 6:08
  I
• 6:08
  think
• 6:08
  I'd
• 6:08
  photographed
• 6:09
  around
• 6:09
  300
• 6:10
  weddings
• 6:11
  and
• 6:11
  I
• 6:11
  was
• 6:11
  like,
• 6:11
  ready
• 6:12
  for
• 6:12
  something
• 6:12
  new.
• 6:12
  And
• 6:12
  that's
• 6:13
  when
• 6:13
  I
• 6:13
  decided
• 6:13
  to
• 6:13
  go
• 6:13
  back
• 6:14
  to
• 6:14
  school
• 6:14
  and
• 6:14
  study
• 6:14
  Experience
• 6:15
  design.
• 6:15
  Well,
• 6:16
  so
• 6:16
  you've
• 6:16
  really
• 6:16
  reinvented
• 6:17
  yourself.
• 6:17
  A
• 6:18
  lot
• 6:18
  of
• 6:18
  times.
• 6:18
  You've
• 6:18
  gone
• 6:19
  from
• 6:19
  web
• 6:19
  designer
• 6:20
  to
• 6:20
  photographer.
• 6:21
  And
• 6:21
  then
• 6:21
  when
• 6:22
  you
• 6:22
  moved
• 6:22
  to
• 6:22
  Europe,
• 6:22
  you
• 6:22
  went
• 6:23
  from
• 6:23
  photographer
• 6:24
  to
• 6:24
  experiential
• 6:25
  design.
• 6:25
  But
• 6:25
  there'll
• 6:25
  be
• 6:26
  a
• 6:26
  lot
• 6:26
  of
• 6:26
  people
• 6:26
  listening
• 6:26
  think
• 6:27
  I
• 6:27
  don't
• 6:27
  even
• 6:27
  understand
• 6:27
  what
• 6:28
  that
• 6:28
  means.
• 6:28
  So
• 6:28
  how
• 6:29
  did
• 6:29
  you
• 6:29
  even
• 6:29
  discover
• 6:30
  this
• 6:30
  world
• 6:31
  of
• 6:31
  experiential
• 6:32
  design?
• 6:32
  And
• 6:32
  how
• 6:32
  did
• 6:33
  you
• 6:33
  end
• 6:33
  up
• 6:33
  studying
• 6:33
  it?
• 6:34
  Yeah,
• 6:35
  so
• 6:35
  I
• 6:35
  actually
• 6:36
  went
• 6:36
  to
• 6:36
  a
• 6:36
  talk.
• 6:38
  Of
• 6:39
  a
• 6:39
  woman
• 6:39
  named
• 6:40
  Eda
• 6:40
  Tin.
• 6:41
  She's
• 6:41
  the
• 6:41
  founder
• 6:42
  of
• 6:42
  Clue,
• 6:43
  which
• 6:43
  is
• 6:43
  a
• 6:44
  period
• 6:44
  tracking
• 6:45
  app.
• 6:45
  This
• 6:45
  is,
• 6:46
  I
• 6:46
  know,
• 6:46
  a
• 6:46
  very
• 6:46
  convoluted
• 6:47
  story,
• 6:48
  but
• 6:48
  she
• 6:48
  gave
• 6:49
  a
• 6:49
  talk
• 6:50
  in
• 6:50
  Berlin
• 6:51
  about
• 6:51
  her
• 6:51
  kind
• 6:52
  of
• 6:52
  career
• 6:53
  journey,
• 6:53
  and
• 6:54
  she
• 6:54
  went
• 6:54
  to
• 6:54
  a
• 6:54
  school
• 6:54
  called
• 6:55
  Chaos
• 6:55
  Pilot
• 6:56
  in
• 6:56
  Denmark.
• 6:57
  And
• 6:57
  I
• 6:57
  just
• 6:57
  was
• 6:58
  so
• 6:58
  intrigued
• 6:58
  by
• 6:58
  the
• 6:58
  name
• 6:59
  and
• 6:59
  I
• 6:59
  thought,
• 7:00
  what
• 7:00
  is
• 7:00
  that?
• 7:00
  I
• 7:01
  immediately
• 7:01
  looked
• 7:01
  it
• 7:01
  up
• 7:02
  when
• 7:02
  I
• 7:02
  got
• 7:02
  home.
• 7:03
  And
• 7:03
  Chaos
• 7:03
  Pilot
• 7:04
  is
• 7:04
  sort
• 7:04
  of
• 7:04
  a
• 7:05
  social
• 7:06
  design
• 7:07
  entrepreneurship
• 7:08
  school
• 7:08
  in
• 7:08
  Aarhus,
• 7:10
  Denmark.
• 7:11
  And
• 7:11
  they
• 7:12
  had
• 7:12
  all
• 7:12
  of
• 7:12
  these
• 7:13
  kind
• 7:13
  of
• 7:13
  professional
• 7:14
  programs
• 7:14
  as
• 7:15
  well.
• 7:15
  And
• 7:15
  one
• 7:15
  of
• 7:15
  them
• 7:15
  was
• 7:15
  Experience
• 7:16
  Design.
• 7:16
  And
• 7:17
  as
• 7:17
  I
• 7:17
  was
• 7:17
  Reading
• 7:17
  about
• 7:17
  it,
• 7:18
  I
• 7:18
  just
• 7:18
  thought,
• 7:18
  oh,
• 7:19
  my
• 7:19
  God,
• 7:19
  this
• 7:19
  is
• 7:19
  so
• 7:19
  cool.
• 7:21
  And
• 7:22
  it's
• 7:23
  basically
• 7:24
  designing
• 7:25
  experiences
• 7:26
  to
• 7:26
  kind
• 7:27
  of
• 7:27
  change
• 7:27
  the
• 7:27
  way
• 7:28
  people
• 7:30
  interact,
• 7:31
  relate,
• 7:32
  learn
• 7:33
  things
• 7:33
  like
• 7:33
  that.
• 7:34
  I
• 7:34
  think
• 7:36
  the
• 7:36
  kind
• 7:36
  of
• 7:36
  most
• 7:37
  visceral
• 7:38
  experience
• 7:38
  that
• 7:39
  describes
• 7:40
  what
• 7:40
  it
• 7:40
  is
• 7:40
  is
• 7:40
  like,
• 7:41
  escape
• 7:41
  rooms
• 7:42
  or
• 7:43
  immersive
• 7:43
  art
• 7:43
  exhibitions
• 7:45
  or
• 7:45
  like
• 7:45
  a
• 7:46
  haunted
• 7:46
  house
• 7:46
  or
• 7:46
  something.
• 7:47
  Those
• 7:47
  are
• 7:47
  kind
• 7:47
  of
• 7:48
  designed
• 7:49
  experiences
• 7:50
  that
• 7:50
  a
• 7:51
  lot
• 7:51
  of
• 7:51
  people
• 7:51
  know
• 7:52
  what
• 7:52
  they
• 7:52
  are.
• 7:52
  And
• 7:52
  of
• 7:53
  course
• 7:53
  it
• 7:53
  can.
• 7:53
  It's
• 7:54
  used
• 7:54
  a
• 7:54
  lot
• 7:54
  now
• 7:55
  in
• 7:55
  the
• 7:55
  corporate
• 7:55
  world
• 7:55
  for
• 7:56
  customer
• 7:56
  experience
• 7:57
  design.
• 7:59
  And
• 8:00
  marketing
• 8:00
  as
• 8:00
  well,
• 8:01
  for,
• 8:02
  like,
• 8:02
  marketing
• 8:03
  activations
• 8:04
  where,
• 8:04
  you
• 8:04
  know,
• 8:04
  if
• 8:04
  you
• 8:05
  see
• 8:05
  some
• 8:05
  kind
• 8:05
  of
• 8:05
  pop
• 8:05
  up
• 8:06
  on
• 8:06
  the
• 8:06
  street,
• 8:07
  they're
• 8:07
  stopping
• 8:07
  people
• 8:07
  and
• 8:08
  they
• 8:08
  give
• 8:08
  you
• 8:08
  some
• 8:08
  kind
• 8:08
  of
• 8:08
  experience
• 8:09
  to
• 8:10
  promote
• 8:10
  their
• 8:10
  product.
• 8:12
  And
• 8:13
  Netflix
• 8:13
  uses
• 8:14
  experience
• 8:14
  design
• 8:14
  a
• 8:15
  lot
• 8:15
  in
• 8:15
  creating
• 8:16
  these
• 8:16
  experiences
• 8:17
  around
• 8:17
  their
• 8:18
  shows.
• 8:18
  Apple
• 8:19
  TV
• 8:19
  did
• 8:19
  one
• 8:19
  with
• 8:20
  the
• 8:20
  show
• 8:20
  Severance,
• 8:21
  where
• 8:21
  they
• 8:21
  had
• 8:22
  their
• 8:22
  actors,
• 8:23
  like,
• 8:23
  in
• 8:23
  a
• 8:24
  box,
• 8:24
  like
• 8:25
  in
• 8:25
  Grand
• 8:25
  Central
• 8:25
  Station
• 8:26
  in
• 8:26
  New
• 8:26
  York.
• 8:27
  And
• 8:27
  so
• 8:27
  a
• 8:27
  lot
• 8:28
  of
• 8:28
  companies
• 8:28
  are
• 8:28
  using
• 8:29
  experience
• 8:29
  design
• 8:30
  to
• 8:31
  make
• 8:31
  their
• 8:32
  marketing,
• 8:33
  their
• 8:33
  products
• 8:33
  more
• 8:34
  immersive.
• 8:35
  And
• 8:35
  it's
• 8:36
  used
• 8:36
  a
• 8:36
  lot
• 8:36
  in
• 8:36
  learning,
• 8:37
  designing
• 8:38
  learning
• 8:38
  experiences,
• 8:38
  experiences,
• 8:39
  how
• 8:39
  people
• 8:39
  learn,
• 8:40
  creating
• 8:40
  workshops,
• 8:41
  retreats,
• 8:41
  that
• 8:42
  kind
• 8:42
  of
• 8:42
  thing.
• 8:43
  And
• 8:43
  so
• 8:44
  I
• 8:44
  took
• 8:44
  it
• 8:44
  just
• 8:45
  out
• 8:45
  of
• 8:45
  curiosity.
• 8:45
  I
• 8:46
  was
• 8:46
  like,
• 8:46
  kind
• 8:46
  of,
• 8:46
  what
• 8:46
  is
• 8:46
  this?
• 8:47
  And
• 8:47
  I.
• 8:47
  And
• 8:47
  it
• 8:48
  just
• 8:48
  changed
• 8:48
  the
• 8:49
  whole
• 8:49
  trajectory
• 8:49
  of
• 8:50
  my
• 8:50
  life
• 8:50
  because
• 8:50
  I
• 8:50
  thought
• 8:50
  it
• 8:51
  was
• 8:51
  so
• 8:51
  cool,
• 8:52
  particularly
• 8:52
  designing
• 8:53
  for
• 8:54
  emotions.
• 8:55
  And
• 8:56
  immediately
• 8:56
  I
• 8:56
  made
• 8:57
  the
• 8:57
  connection
• 8:57
  of,
• 8:57
  why
• 8:58
  aren't
• 8:58
  more
• 8:58
  people
• 8:59
  doing
• 8:59
  this
• 8:59
  in
• 8:59
  the
• 9:00
  event
• 9:00
  space?
• 9:00
  And
• 9:01
  particularly
• 9:02
  with
• 9:02
  weddings
• 9:03
  having
• 9:03
  come
• 9:03
  from
• 9:03
  the
• 9:03
  wedding
• 9:04
  world,
• 9:04
  I
• 9:04
  was
• 9:04
  like,
• 9:04
  this
• 9:05
  is
• 9:06
  what
• 9:06
  so
• 9:06
  many
• 9:06
  weddings
• 9:07
  that
• 9:07
  I've
• 9:07
  been
• 9:07
  to
• 9:08
  were
• 9:08
  kind
• 9:08
  of
• 9:09
  missing.
• 9:09
  You
• 9:09
  know,
• 9:10
  this
• 9:10
  is
• 9:10
  why
• 9:11
  weddings
• 9:11
  were
• 9:11
  starting
• 9:12
  to
• 9:12
  all
• 9:12
  feel
• 9:12
  the
• 9:12
  same
• 9:13
  to
• 9:13
  me,
• 9:13
  is
• 9:14
  they
• 9:14
  were
• 9:14
  sort
• 9:14
  of
• 9:15
  following
• 9:15
  this
• 9:16
  format,
• 9:16
  this
• 9:16
  sort
• 9:17
  of
• 9:17
  blueprint.
• 9:18
  And
• 9:18
  there
• 9:18
  wasn't
• 9:19
  enough
• 9:19
  personality,
• 9:20
  individuality,
• 9:21
  and,
• 9:21
  like,
• 9:21
  emotion
• 9:22
  kind
• 9:22
  of
• 9:22
  stamped
• 9:23
  onto
• 9:23
  this
• 9:23
  blueprint
• 9:24
  to
• 9:24
  make
• 9:24
  them
• 9:24
  unique
• 9:25
  to
• 9:25
  the
• 9:25
  couple,
• 9:25
  unique
• 9:26
  to
• 9:26
  the
• 9:26
  community.
• 9:27
  And
• 9:28
  so
• 9:28
  it
• 9:28
  just
• 9:29
  kind
• 9:29
  of
• 9:29
  became
• 9:29
  this
• 9:30
  very
• 9:31
  serendipitous
• 9:32
  marriage,
• 9:33
  so
• 9:33
  to
• 9:33
  speak,
• 9:34
  that,
• 9:34
  you
• 9:35
  know,
• 9:36
  learning
• 9:36
  this
• 9:36
  experience
• 9:36
  design
• 9:37
  and
• 9:37
  then
• 9:37
  tying
• 9:38
  it
• 9:38
  back
• 9:38
  to
• 9:38
  my
• 9:38
  roots
• 9:39
  in
• 9:39
  weddings,
• 9:40
  it
• 9:40
  just
• 9:41
  kind
• 9:41
  of
• 9:41
  really
• 9:42
  fit
• 9:42
  together
• 9:42
  for
• 9:42
  me.
• 9:43
  It
• 9:43
  sounds
• 9:43
  really
• 9:44
  interesting.
• 9:44
  It's
• 9:44
  definitely
• 9:44
  something
• 9:45
  that's
• 9:45
  right
• 9:45
  up
• 9:46
  my
• 9:46
  street.
• 9:46
  And
• 9:47
  what's
• 9:47
  interesting
• 9:48
  and
• 9:48
  why
• 9:48
  I'm
• 9:49
  excited
• 9:49
  to
• 9:49
  talk
• 9:49
  to
• 9:49
  you
• 9:50
  is
• 9:50
  that
• 9:50
  over
• 9:51
  the
• 9:51
  last
• 9:51
  probably
• 9:51
  six
• 9:52
  months,
• 9:52
  I've
• 9:52
  been
• 9:52
  talking
• 9:53
  on
• 9:53
  stages
• 9:53
  about
• 9:54
  marketing
• 9:54
  trends.
• 9:54
  And
• 9:55
  one
• 9:55
  of
• 9:55
  the
• 9:55
  things
• 9:55
  that
• 9:55
  I've
• 9:55
  been
• 9:56
  saying
• 9:56
  is
• 9:56
  that
• 9:56
  we're
• 9:56
  now
• 9:57
  living
• 9:57
  in
• 9:58
  the
• 9:58
  experience
• 9:58
  era.
• 9:59
  And
• 10:00
  so
• 10:00
  when
• 10:00
  I
• 10:00
  give
• 10:00
  examples
• 10:00
  of
• 10:01
  that
• 10:01
  on
• 10:01
  stage,
• 10:01
  I
• 10:01
  say,
• 10:02
  you
• 10:02
  know,
• 10:02
  it's
• 10:02
  no.
• 10:03
  It's
• 10:04
  no
• 10:04
  surprise
• 10:04
  to
• 10:05
  me.
• 10:05
  That
• 10:05
  when
• 10:05
  you
• 10:05
  go
• 10:05
  into
• 10:05
  London
• 10:06
  now,
• 10:06
  you
• 10:06
  can
• 10:06
  do
• 10:07
  the
• 10:07
  Traitors
• 10:07
  live
• 10:07
  experience,
• 10:08
  the
• 10:08
  Squid
• 10:08
  games
• 10:09
  experience,
• 10:09
  like
• 10:10
  everyone
• 10:10
  wants
• 10:10
  to
• 10:11
  do
• 10:11
  the
• 10:11
  Monopoly
• 10:11
  experience,
• 10:12
  the
• 10:12
  crystal
• 10:12
  maze
• 10:12
  experience.
• 10:13
  They're
• 10:13
  all
• 10:13
  experiences
• 10:14
  and
• 10:14
  that's
• 10:15
  what
• 10:15
  consumers
• 10:15
  want.
• 10:15
  And
• 10:16
  so
• 10:16
  I've
• 10:16
  been
• 10:16
  saying
• 10:16
  on
• 10:17
  stage,
• 10:17
  we
• 10:17
  are
• 10:18
  now
• 10:18
  living
• 10:18
  in
• 10:18
  the
• 10:18
  experience
• 10:19
  era.
• 10:19
  Weddings
• 10:20
  need
• 10:20
  to
• 10:20
  not
• 10:21
  just
• 10:21
  be
• 10:21
  an
• 10:21
  event,
• 10:21
  they
• 10:22
  need
• 10:22
  to
• 10:22
  be
• 10:22
  an
• 10:22
  experience.
• 10:23
  And
• 10:23
  then
• 10:23
  one
• 10:23
  of
• 10:23
  the
• 10:24
  questions
• 10:24
  I
• 10:24
  often
• 10:24
  get
• 10:24
  asked
• 10:25
  is,
• 10:25
  well,
• 10:25
  that's
• 10:25
  great,
• 10:26
  Becca,
• 10:26
  but
• 10:26
  how
• 10:27
  does
• 10:27
  that
• 10:27
  actually
• 10:27
  happen?
• 10:28
  So
• 10:28
  enter
• 10:29
  Julie.
• 10:30
  I'm
• 10:30
  hoping
• 10:31
  you're
• 10:31
  going
• 10:31
  to
• 10:31
  give
• 10:31
  me
• 10:31
  a
• 10:32
  better
• 10:32
  answer
• 10:32
  to
• 10:32
  that
• 10:33
  question
• 10:33
  because
• 10:34
  I
• 10:34
  can
• 10:34
  see
• 10:34
  it's
• 10:34
  coming.
• 10:35
  But
• 10:35
  actually
• 10:35
  in
• 10:36
  real
• 10:36
  life,
• 10:36
  what
• 10:36
  does
• 10:36
  that
• 10:37
  practically
• 10:37
  mean
• 10:37
  to
• 10:38
  a
• 10:38
  vendor
• 10:38
  who's
• 10:38
  working
• 10:39
  on
• 10:39
  the
• 10:39
  ground,
• 10:39
  who's
• 10:40
  working
• 10:40
  a
• 10:40
  venue,
• 10:40
  a
• 10:41
  photographer,
• 10:41
  a
• 10:42
  florist,
• 10:42
  When
• 10:42
  I'm
• 10:43
  telling
• 10:43
  them,
• 10:43
  yeah,
• 10:43
  we're
• 10:44
  living
• 10:44
  in
• 10:44
  an
• 10:44
  experience
• 10:44
  era
• 10:45
  and
• 10:45
  you
• 10:45
  need
• 10:45
  to
• 10:45
  embrace
• 10:46
  it,
• 10:46
  what
• 10:46
  does
• 10:46
  that
• 10:47
  actually
• 10:47
  mean
• 10:47
  practically
• 10:48
  for
• 10:48
  them?
• 10:48
  Yeah,
• 10:49
  so
• 10:50
  basically
• 10:51
  my
• 10:52
  kind
• 10:52
  of
• 10:52
  process
• 10:53
  and
• 10:53
  methodology
• 10:54
  is
• 10:54
  that
• 10:54
  we
• 10:54
  actually
• 10:55
  start
• 10:55
  with
• 10:56
  the,
• 10:56
  the
• 10:57
  meaning
• 10:57
  that
• 10:58
  we
• 10:58
  want
• 10:58
  people
• 10:58
  to
• 10:58
  take
• 10:59
  away
• 10:59
  from
• 10:59
  this
• 10:59
  event.
• 11:00
  And
• 11:00
  actually,
• 11:01
  I
• 11:01
  think,
• 11:01
  you
• 11:01
  know,
• 11:01
  you
• 11:01
  mentioned
• 11:02
  all
• 11:02
  of
• 11:02
  these
• 11:02
  different
• 11:02
  kinds
• 11:03
  of
• 11:03
  experiences
• 11:04
  that
• 11:04
  people
• 11:04
  can
• 11:04
  go
• 11:05
  to
• 11:05
  and
• 11:05
  they
• 11:05
  have
• 11:05
  become
• 11:06
  really
• 11:06
  a
• 11:06
  pop
• 11:07
  trend
• 11:07
  and
• 11:08
  something
• 11:08
  to
• 11:09
  do.
• 11:09
  But
• 11:10
  I
• 11:11
  think
• 11:11
  the
• 11:11
  bubble
• 11:11
  there
• 11:12
  is
• 11:12
  actually
• 11:12
  bursting
• 11:13
  a
• 11:13
  little
• 11:13
  bit
• 11:13
  because
• 11:13
  what
• 11:14
  a
• 11:14
  lot
• 11:14
  of
• 11:14
  those
• 11:14
  experiences
• 11:15
  lack
• 11:16
  is
• 11:16
  any
• 11:16
  kind
• 11:16
  of
• 11:16
  sort
• 11:17
  of
• 11:17
  deeper
• 11:18
  emotional
• 11:18
  engagement
• 11:19
  or
• 11:19
  meaning.
• 11:20
  So
• 11:20
  they're
• 11:21
  really
• 11:21
  beautiful.
• 11:22
  They're
• 11:22
  kind
• 11:22
  of
• 11:22
  these
• 11:22
  Instagrammable
• 11:23
  kind
• 11:24
  of
• 11:24
  cool
• 11:24
  things
• 11:24
  you
• 11:25
  can
• 11:25
  do,
• 11:25
  but
• 11:26
  when
• 11:26
  they
• 11:26
  sort
• 11:26
  of
• 11:26
  lack
• 11:27
  this
• 11:27
  deeper
• 11:27
  meaning
• 11:27
  and
• 11:28
  impact,
• 11:29
  they.
• 11:29
  They
• 11:29
  don't
• 11:30
  really
• 11:30
  stick
• 11:30
  with
• 11:30
  you.
• 11:30
  You
• 11:31
  walk
• 11:31
  away
• 11:31
  and
• 11:31
  you're
• 11:31
  kind
• 11:31
  of
• 11:32
  like,
• 11:32
  okay,
• 11:32
  that
• 11:32
  was
• 11:32
  fun.
• 11:33
  And
• 11:33
  you
• 11:33
  never
• 11:33
  really.
• 11:35
  Viscerally
• 11:36
  remember
• 11:36
  it.
• 11:36
  You
• 11:36
  don't
• 11:37
  have
• 11:37
  this
• 11:37
  kind
• 11:37
  of
• 11:37
  core
• 11:38
  memory
• 11:38
  of
• 11:38
  these
• 11:38
  types
• 11:39
  of
• 11:39
  experiences.
• 11:40
  And
• 11:41
  what
• 11:41
  I
• 11:41
  think
• 11:41
  we
• 11:41
  can
• 11:41
  do
• 11:42
  with
• 11:42
  weddings
• 11:42
  and
• 11:43
  with
• 11:43
  experience
• 11:43
  design
• 11:44
  is
• 11:44
  actually
• 11:45
  creating
• 11:45
  real
• 11:46
  meaning
• 11:46
  and
• 11:47
  emotional
• 11:47
  engagement
• 11:48
  for
• 11:48
  people
• 11:49
  so
• 11:50
  that
• 11:50
  it
• 11:50
  really
• 11:51
  does
• 11:51
  become
• 11:51
  one
• 11:51
  of
• 11:52
  those
• 11:52
  kind
• 11:52
  of
• 11:52
  core
• 11:52
  memories
• 11:53
  that
• 11:53
  they
• 11:53
  think
• 11:53
  back
• 11:54
  to
• 11:54
  often
• 11:54
  and
• 11:54
  they're
• 11:55
  like,
• 11:55
  God,
• 11:55
  I'm
• 11:55
  so
• 11:55
  glad
• 11:56
  I
• 11:56
  was
• 11:56
  there.
• 11:56
  Like,
• 11:57
  you
• 11:57
  really
• 11:57
  had
• 11:57
  to
• 11:57
  be
• 11:57
  there.
• 11:58
  Kind
• 11:58
  of
• 11:58
  moments
• 11:59
  like,
• 11:59
  I'm
• 11:59
  so
• 11:59
  glad
• 12:00
  I
• 12:00
  was
• 12:00
  in
• 12:00
  that
• 12:00
  room.
• 12:00
  Something
• 12:01
  really
• 12:01
  magical
• 12:01
  happened.
• 12:02
  And
• 12:03
  we've
• 12:03
  all
• 12:03
  had
• 12:03
  experiences
• 12:04
  like
• 12:04
  that
• 12:04
  and
• 12:04
  a
• 12:05
  lot
• 12:05
  of
• 12:05
  times
• 12:05
  we
• 12:05
  think
• 12:05
  they
• 12:06
  happen
• 12:06
  just
• 12:06
  organically,
• 12:07
  but
• 12:08
  there's
• 12:08
  a
• 12:08
  lot
• 12:08
  of
• 12:08
  things
• 12:08
  that
• 12:09
  we
• 12:09
  can
• 12:09
  do
• 12:09
  to
• 12:09
  kind
• 12:10
  of
• 12:10
  create
• 12:10
  those
• 12:10
  experiences.
• 12:11
  And
• 12:11
  I
• 12:11
  think
• 12:11
  part
• 12:12
  of
• 12:12
  the
• 12:12
  problem
• 12:12
  is
• 12:13
  people
• 12:13
  take
• 12:13
  for
• 12:13
  granted.
• 12:14
  If
• 12:14
  we
• 12:14
  just
• 12:15
  get
• 12:15
  everyone
• 12:15
  we
• 12:15
  love
• 12:15
  in
• 12:15
  one
• 12:16
  room
• 12:16
  together,
• 12:16
  it's
• 12:17
  going
• 12:17
  to
• 12:17
  be
• 12:18
  magical.
• 12:18
  And
• 12:19
  it
• 12:19
  probably
• 12:20
  is
• 12:20
  for
• 12:20
  the
• 12:21
  couple
• 12:21
  at
• 12:21
  the
• 12:21
  center
• 12:22
  of
• 12:22
  this.
• 12:23
  But
• 12:23
  in
• 12:23
  order
• 12:23
  for
• 12:24
  that
• 12:24
  to
• 12:24
  kind
• 12:24
  of
• 12:25
  resonate
• 12:25
  out
• 12:26
  to
• 12:26
  everybody
• 12:26
  else,
• 12:27
  you
• 12:27
  have
• 12:27
  to
• 12:28
  bring
• 12:29
  them
• 12:29
  into
• 12:30
  that
• 12:31
  meaning
• 12:32
  and
• 12:33
  deliver
• 12:33
  that
• 12:33
  meaning
• 12:33
  for
• 12:34
  them
• 12:34
  as
• 12:34
  well.
• 12:34
  And
• 12:35
  so
• 12:35
  the
• 12:35
  way
• 12:35
  that
• 12:35
  we
• 12:35
  do
• 12:35
  this
• 12:37
  practically
• 12:38
  is
• 12:38
  we
• 12:38
  start
• 12:38
  out,
• 12:39
  we
• 12:39
  think
• 12:39
  about,
• 12:39
  you
• 12:40
  know,
• 12:40
  there's
• 12:40
  only
• 12:40
  so
• 12:40
  many
• 12:41
  kind
• 12:41
  of
• 12:41
  human
• 12:43
  meanings
• 12:44
  that
• 12:44
  really
• 12:44
  stick
• 12:45
  with
• 12:45
  us.
• 12:45
  Things
• 12:45
  like
• 12:46
  community.
• 12:48
  Wonder,
• 12:49
  beauty.
• 12:52
  One
• 12:52
  researcher,
• 12:53
  nation.
• 12:54
  Nathan
• 12:55
  Schedroff
• 12:56
  has
• 12:56
  kind
• 12:56
  of
• 12:56
  broken
• 12:56
  it
• 12:57
  down
• 12:57
  to
• 12:57
  15
• 12:57
  core
• 12:58
  meanings
• 12:58
  that
• 12:58
  he's
• 12:59
  found
• 12:59
  universal
• 13:00
  across
• 13:00
  all
• 13:00
  cultures.
• 13:01
  So
• 13:01
  we
• 13:01
  start
• 13:02
  with
• 13:02
  that.
• 13:02
  We
• 13:02
  kind
• 13:02
  of
• 13:02
  find,
• 13:02
  like,
• 13:03
  what
• 13:03
  is
• 13:03
  the
• 13:03
  meaning
• 13:03
  that
• 13:04
  you
• 13:04
  really
• 13:04
  want
• 13:04
  to
• 13:05
  deliver
• 13:05
  with
• 13:05
  this
• 13:06
  wedding?
• 13:06
  And
• 13:07
  then
• 13:07
  what
• 13:07
  is
• 13:07
  the
• 13:08
  core
• 13:08
  intention?
• 13:08
  What
• 13:08
  is
• 13:09
  the
• 13:09
  guiding
• 13:09
  intention?
• 13:10
  What
• 13:10
  do
• 13:10
  you
• 13:10
  want
• 13:10
  the
• 13:10
  story
• 13:11
  to
• 13:11
  be
• 13:12
  that
• 13:12
  people
• 13:12
  tell
• 13:12
  about
• 13:13
  this
• 13:13
  event?
• 13:14
  Because
• 13:14
  a
• 13:14
  lot
• 13:14
  of
• 13:15
  times
• 13:15
  when
• 13:15
  we're
• 13:15
  just
• 13:15
  focusing
• 13:16
  on
• 13:16
  the
• 13:16
  aesthetic
• 13:17
  details,
• 13:17
  you
• 13:18
  know,
• 13:18
  you
• 13:18
  can
• 13:18
  walk
• 13:18
  in
• 13:18
  and
• 13:18
  be
• 13:19
  like,
• 13:19
  it
• 13:19
  was
• 13:19
  stunning.
• 13:20
  It
• 13:20
  was
• 13:20
  beautiful.
• 13:21
  I
• 13:21
  mean,
• 13:21
  they
• 13:21
  really
• 13:21
  went
• 13:22
  over
• 13:22
  the
• 13:22
  top,
• 13:22
  and
• 13:23
  it
• 13:23
  was
• 13:23
  a
• 13:23
  lot
• 13:23
  of
• 13:23
  fun.
• 13:24
  But
• 13:25
  they
• 13:25
  might
• 13:25
  not
• 13:25
  take
• 13:26
  away
• 13:26
  anything
• 13:26
  deeper
• 13:27
  than
• 13:27
  that,
• 13:27
  you
• 13:28
  know.
• 13:28
  And
• 13:28
  there's
• 13:29
  this
• 13:29
  kind
• 13:29
  of
• 13:29
  very
• 13:30
  cliche
• 13:31
  quote,
• 13:31
  I
• 13:32
  think
• 13:32
  it's
• 13:32
  from
• 13:32
  Maya
• 13:32
  Angelou,
• 13:33
  that
• 13:33
  says
• 13:33
  people
• 13:33
  won't
• 13:34
  remember
• 13:34
  what
• 13:35
  you
• 13:35
  said
• 13:35
  or
• 13:35
  what
• 13:35
  you
• 13:35
  did.
• 13:36
  They'll
• 13:36
  remember
• 13:36
  how
• 13:36
  you
• 13:37
  made
• 13:37
  them
• 13:37
  feel.
• 13:38
  And
• 13:38
  I
• 13:38
  think
• 13:39
  the
• 13:39
  sort
• 13:39
  of
• 13:40
  missing
• 13:40
  element
• 13:40
  in
• 13:40
  weddings
• 13:41
  is
• 13:41
  that
• 13:41
  we're
• 13:41
  not
• 13:42
  focusing
• 13:42
  enough
• 13:42
  on
• 13:43
  the
• 13:43
  feelings
• 13:43
  that
• 13:43
  we're
• 13:44
  delivering.
• 13:45
  We're
• 13:45
  just
• 13:45
  focusing
• 13:46
  on
• 13:46
  the
• 13:46
  aesthetics.
• 13:47
  And
• 13:47
  so
• 13:48
  experience
• 13:48
  sign
• 13:48
  really
• 13:49
  then
• 13:49
  starts
• 13:49
  with
• 13:50
  kind
• 13:50
  of
• 13:50
  breaking
• 13:50
  the
• 13:50
  day.
• 13:51
  Once
• 13:51
  you
• 13:51
  have
• 13:51
  this
• 13:52
  kind
• 13:52
  of
• 13:52
  overall
• 13:52
  vision
• 13:53
  of
• 13:53
  like,
• 13:53
  okay,
• 13:53
  what
• 13:54
  is
• 13:54
  it
• 13:54
  that
• 13:54
  we
• 13:54
  really
• 13:54
  want
• 13:55
  people
• 13:55
  to
• 13:55
  take
• 13:55
  away
• 13:55
  from
• 13:56
  this?
• 13:56
  Then
• 13:56
  you
• 13:56
  can
• 13:57
  get
• 13:57
  into
• 13:57
  a
• 13:57
  more
• 13:57
  detailed
• 13:58
  breakdown
• 13:59
  of
• 13:59
  each
• 13:59
  sort
• 14:00
  of
• 14:00
  stage.
• 14:00
  How
• 14:00
  do
• 14:01
  we
• 14:01
  want
• 14:01
  people
• 14:01
  to
• 14:01
  feel
• 14:02
  the
• 14:02
  moment
• 14:03
  they
• 14:03
  walk
• 14:03
  through
• 14:03
  the
• 14:03
  door?
• 14:04
  How
• 14:04
  do
• 14:04
  we
• 14:04
  want
• 14:04
  them
• 14:04
  to
• 14:04
  feel
• 14:04
  even
• 14:05
  going
• 14:05
  back
• 14:05
  when
• 14:05
  they.
• 14:06
  When
• 14:06
  they
• 14:06
  first
• 14:06
  hear
• 14:07
  about
• 14:07
  this
• 14:07
  event?
• 14:08
  You
• 14:08
  know,
• 14:09
  how
• 14:09
  are
• 14:09
  we
• 14:09
  going
• 14:10
  to
• 14:10
  make
• 14:10
  them
• 14:10
  feel?
• 14:11
  Excited,
• 14:11
  excitement,
• 14:12
  this
• 14:12
  whole,
• 14:13
  you
• 14:13
  know,
• 14:14
  six
• 14:14
  months
• 14:14
  to
• 14:14
  a
• 14:14
  year
• 14:15
  building
• 14:15
  up
• 14:16
  to
• 14:16
  the
• 14:16
  wedding,
• 14:16
  like,
• 14:17
  they're
• 14:17
  going
• 14:17
  to
• 14:17
  get
• 14:17
  the
• 14:17
  invitation,
• 14:18
  and
• 14:18
  they
• 14:18
  might
• 14:19
  feel
• 14:19
  excited
• 14:20
  for
• 14:20
  it,
• 14:20
  and
• 14:20
  then
• 14:20
  they
• 14:20
  don't
• 14:21
  think
• 14:21
  about
• 14:21
  it
• 14:21
  again
• 14:21
  until
• 14:22
  it's
• 14:22
  time
• 14:22
  to
• 14:22
  plan
• 14:22
  for
• 14:23
  it.
• 14:23
  You
• 14:23
  know,
• 14:23
  how
• 14:24
  do
• 14:24
  we
• 14:24
  kind
• 14:24
  of
• 14:24
  keep
• 14:24
  that
• 14:25
  excitement
• 14:25
  going?
• 14:25
  How
• 14:26
  do
• 14:26
  we
• 14:26
  design
• 14:26
  for
• 14:27
  that
• 14:27
  part
• 14:27
  of
• 14:27
  the
• 14:27
  journey?
• 14:28
  Then?
• 14:28
  How
• 14:28
  do
• 14:28
  we
• 14:29
  want
• 14:29
  them
• 14:29
  to
• 14:29
  feel
• 14:29
  when
• 14:29
  they
• 14:29
  walk
• 14:30
  through
• 14:30
  the
• 14:30
  door?
• 14:30
  How
• 14:30
  do
• 14:30
  we
• 14:31
  want
• 14:31
  them
• 14:31
  to
• 14:31
  feel?
• 14:33
  And
• 14:33
  when
• 14:34
  they
• 14:34
  come
• 14:35
  to
• 14:35
  the
• 14:35
  ceremony
• 14:35
  and
• 14:36
  they
• 14:36
  walk
• 14:36
  away
• 14:36
  from
• 14:36
  the
• 14:36
  ceremony,
• 14:37
  and
• 14:37
  how
• 14:37
  do
• 14:37
  we
• 14:37
  want
• 14:37
  them
• 14:38
  to
• 14:38
  feel
• 14:38
  when
• 14:38
  they.
• 14:38
  When
• 14:38
  they
• 14:39
  leave
• 14:39
  at
• 14:39
  the
• 14:39
  end
• 14:39
  of
• 14:40
  the
• 14:40
  night,
• 14:40
  what
• 14:40
  feeling
• 14:41
  are
• 14:41
  we
• 14:41
  creating
• 14:41
  for
• 14:41
  them
• 14:42
  then.
• 14:42
  And
• 14:42
  then
• 14:43
  once
• 14:43
  we
• 14:43
  have
• 14:43
  the
• 14:43
  feelings
• 14:44
  that
• 14:44
  we
• 14:45
  want
• 14:46
  to
• 14:46
  design
• 14:46
  for,
• 14:47
  then
• 14:47
  it
• 14:47
  becomes
• 14:48
  easier
• 14:48
  to
• 14:49
  then
• 14:49
  think
• 14:49
  about
• 14:50
  touch
• 14:50
  points
• 14:50
  where
• 14:50
  we
• 14:51
  can
• 14:51
  create
• 14:51
  those
• 14:51
  feelings.
• 14:52
  And
• 14:52
  I
• 14:53
  really
• 14:53
  encourage
• 14:53
  people,
• 14:54
  both
• 14:54
  planners
• 14:54
  and
• 14:55
  couples,
• 14:55
  to
• 14:55
  get
• 14:56
  really
• 14:56
  detailed
• 14:56
  about
• 14:57
  how
• 14:57
  you
• 14:57
  want
• 14:57
  people
• 14:57
  to
• 14:58
  feel.
• 14:58
  Like,
• 14:59
  you
• 14:59
  know,
• 14:59
  for
• 15:00
  my
• 15:00
  own
• 15:00
  wedding,
• 15:00
  like
• 15:00
  we
• 15:01
  really
• 15:01
  wanted
• 15:01
  people
• 15:01
  to
• 15:02
  feel
• 15:02
  like
• 15:03
  we
• 15:03
  had,
• 15:04
  we
• 15:04
  bought
• 15:04
  a
• 15:04
  farm
• 15:05
  last
• 15:05
  year
• 15:05
  and
• 15:05
  we
• 15:05
  wanted
• 15:06
  to
• 15:06
  share
• 15:06
  this
• 15:06
  place
• 15:06
  with
• 15:07
  people
• 15:07
  and
• 15:08
  we
• 15:08
  wanted
• 15:08
  them
• 15:08
  to
• 15:09
  feel
• 15:09
  like,
• 15:09
  like
• 15:10
  this
• 15:10
  is
• 15:10
  a
• 15:11
  really
• 15:11
  special
• 15:11
  place
• 15:11
  that
• 15:12
  they
• 15:12
  want
• 15:12
  to
• 15:12
  return
• 15:12
  to
• 15:12
  all
• 15:13
  of
• 15:13
  the
• 15:13
  time.
• 15:13
  So
• 15:13
  how
• 15:14
  can
• 15:14
  we
• 15:14
  kind
• 15:14
  of
• 15:15
  make
• 15:16
  them
• 15:16
  feel
• 15:16
  that
• 15:16
  way?
• 15:16
  And
• 15:17
  so
• 15:17
  what
• 15:17
  we
• 15:17
  did
• 15:17
  as
• 15:18
  part
• 15:18
  of
• 15:18
  our
• 15:18
  wedding,
• 15:18
  we
• 15:18
  actually
• 15:19
  gifted
• 15:20
  each
• 15:20
  guest
• 15:21
  a
• 15:21
  tree
• 15:21
  on
• 15:22
  the
• 15:22
  property.
• 15:22
  It's
• 15:22
  an
• 15:22
  olive
• 15:23
  farm.
• 15:23
  So
• 15:23
  they
• 15:23
  each
• 15:23
  got
• 15:23
  their
• 15:24
  own
• 15:24
  olive
• 15:24
  tree.
• 15:25
  They
• 15:25
  got
• 15:25
  to
• 15:25
  name
• 15:25
  it.
• 15:26
  We
• 15:26
  put
• 15:26
  them
• 15:26
  all,
• 15:27
  they
• 15:27
  were
• 15:27
  as
• 15:27
  a
• 15:27
  big
• 15:27
  map
• 15:28
  of
• 15:28
  all
• 15:28
  the
• 15:28
  trees
• 15:28
  and
• 15:28
  they,
• 15:29
  you
• 15:29
  know,
• 15:29
  that
• 15:29
  was
• 15:29
  labeled
• 15:30
  with
• 15:30
  their
• 15:30
  tree
• 15:30
  and
• 15:31
  their
• 15:31
  name.
• 15:31
  And
• 15:31
  like
• 15:31
  this,
• 15:32
  you
• 15:32
  know,
• 15:32
  you're
• 15:32
  kind
• 15:33
  of
• 15:33
  the
• 15:34
  steward
• 15:34
  of
• 15:35
  this
• 15:35
  tree.
• 15:35
  Like,
• 15:36
  you
• 15:36
  know,
• 15:36
  you
• 15:36
  get
• 15:36
  olives
• 15:37
  from
• 15:37
  it,
• 15:37
  but
• 15:37
  you
• 15:38
  also
• 15:38
  like
• 15:38
  can
• 15:38
  come
• 15:39
  and
• 15:39
  you
• 15:39
  know,
• 15:40
  take
• 15:40
  part
• 15:40
  in
• 15:40
  taking
• 15:41
  care
• 15:41
  of
• 15:41
  it.
• 15:41
  And
• 15:42
  it
• 15:42
  really
• 15:42
  gave
• 15:42
  them
• 15:42
  a
• 15:43
  sense
• 15:43
  of
• 15:43
  ownership
• 15:43
  over,
• 15:45
  over
• 15:45
  the
• 15:45
  land,
• 15:46
  over
• 15:46
  this
• 15:46
  place.
• 15:47
  And
• 15:47
  like
• 15:47
  they
• 15:48
  have
• 15:48
  something
• 15:48
  to
• 15:48
  return
• 15:49
  to.
• 15:49
  And
• 15:50
  that
• 15:50
  was
• 15:50
  something
• 15:50
  that
• 15:50
  we
• 15:51
  started
• 15:51
  with.
• 15:51
  We
• 15:51
  wanted
• 15:52
  them
• 15:52
  to
• 15:52
  feel
• 15:52
  a
• 15:53
  connection
• 15:53
  to
• 15:53
  this
• 15:54
  place.
• 15:54
  And
• 15:54
  then
• 15:54
  we
• 15:55
  thought,
• 15:55
  okay,
• 15:55
  how
• 15:55
  can
• 15:55
  we
• 15:56
  design
• 15:56
  a
• 15:56
  moment
• 15:57
  that
• 15:57
  solidifies
• 15:58
  that
• 15:58
  connection?
• 15:59
  So
• 16:00
  that's
• 16:00
  kind
• 16:00
  of
• 16:00
  one
• 16:00
  example
• 16:01
  of
• 16:01
  starting
• 16:01
  with
• 16:01
  the
• 16:01
  feelings
• 16:02
  and
• 16:03
  then
• 16:03
  creating
• 16:03
  a
• 16:04
  touch
• 16:04
  point
• 16:04
  that
• 16:05
  delivers
• 16:05
  that
• 16:06
  feeling.
• 16:06
  So
• 16:07
  in
• 16:07
  a
• 16:07
  way
• 16:07
  it's
• 16:07
  a
• 16:08
  mindset
• 16:08
  shift,
• 16:09
  really.
• 16:10
  Yeah.
• 16:10
  And
• 16:10
  you
• 16:11
  just
• 16:11
  unlocked
• 16:11
  a
• 16:11
  very
• 16:12
  core
• 16:12
  memory
• 16:12
  for
• 16:13
  me
• 16:13
  in
• 16:13
  that
• 16:13
  conversation.
• 16:14
  So
• 16:14
  this
• 16:15
  stuff
• 16:15
  works
• 16:15
  because
• 16:16
  as
• 16:16
  you
• 16:16
  were
• 16:16
  talking
• 16:16
  about
• 16:17
  how
• 16:17
  you
• 16:18
  gave
• 16:18
  everyone
• 16:18
  a
• 16:18
  tree,
• 16:19
  you
• 16:19
  unlock
• 16:20
  this
• 16:20
  memory
• 16:20
  in
• 16:20
  my
• 16:20
  mind.
• 16:20
  So
• 16:20
  when
• 16:21
  I
• 16:21
  was
• 16:21
  at
• 16:21
  primary
• 16:21
  school
• 16:22
  that
• 16:22
  happened.
• 16:23
  They
• 16:23
  gave
• 16:23
  every
• 16:23
  single
• 16:24
  pupil
• 16:24
  a
• 16:24
  tree.
• 16:25
  We
• 16:25
  helped
• 16:25
  plant
• 16:25
  it,
• 16:26
  we
• 16:26
  had
• 16:26
  our
• 16:26
  little
• 16:26
  name
• 16:27
  tag
• 16:27
  over
• 16:27
  it.
• 16:28
  And
• 16:28
  all
• 16:28
  these
• 16:28
  years
• 16:29
  later,
• 16:29
  whenever
• 16:29
  I
• 16:29
  go
• 16:29
  back
• 16:30
  to
• 16:30
  visit
• 16:30
  my
• 16:30
  parents
• 16:31
  and
• 16:31
  I
• 16:31
  drive
• 16:31
  past
• 16:32
  that
• 16:32
  school,
• 16:32
  I'm
• 16:33
  always
• 16:33
  like,
• 16:33
  I
• 16:33
  have
• 16:34
  a
• 16:34
  tree,
• 16:35
  I'd
• 16:35
  like
• 16:35
  to
• 16:35
  go
• 16:35
  see
• 16:35
  my
• 16:36
  tree.
• 16:36
  And
• 16:36
  I
• 16:36
  remember
• 16:36
  I
• 16:37
  had
• 16:37
  this
• 16:37
  like
• 16:37
  hand
• 16:37
  drawn
• 16:38
  matt
• 16:38
  map
• 16:38
  that
• 16:39
  I'd
• 16:39
  drawn
• 16:39
  as
• 16:39
  an
• 16:39
  8
• 16:39
  year
• 16:40
  old
• 16:40
  child
• 16:40
  how
• 16:41
  to
• 16:41
  find
• 16:41
  my
• 16:41
  tree.
• 16:42
  And
• 16:42
  actually
• 16:43
  more
• 16:43
  recently
• 16:43
  I've
• 16:44
  been
• 16:44
  at
• 16:44
  my
• 16:44
  parents
• 16:44
  house
• 16:44
  looking
• 16:45
  for
• 16:45
  that
• 16:45
  map.
• 16:46
  And
• 16:46
  so
• 16:46
  it's
• 16:47
  incredible
• 16:48
  how
• 16:48
  even
• 16:48
  you
• 16:48
  just
• 16:49
  talking
• 16:49
  about
• 16:49
  it
• 16:50
  has
• 16:50
  unlocked
• 16:50
  that
• 16:50
  in
• 16:51
  my
• 16:51
  mind.
• 16:51
  And
• 16:52
  it
• 16:52
  shows
• 16:52
  the
• 16:52
  power
• 16:53
  of
• 16:53
  creating
• 16:54
  that
• 16:54
  experience
• 16:55
  in
• 16:55
  a
• 16:55
  very
• 16:55
  real
• 16:55
  way.
• 16:56
  Because
• 16:57
  you're
• 16:57
  right,
• 16:57
  it's
• 16:57
  not
• 16:57
  just
• 16:58
  that,
• 16:58
  oh
• 16:58
  that
• 16:58
  was
• 16:58
  a
• 16:58
  nice
• 16:59
  thing
• 16:59
  that
• 16:59
  I
• 16:59
  did.
• 17:00
  That's
• 17:00
  a
• 17:00
  core
• 17:00
  memory.
• 17:00
  And
• 17:01
  I'm
• 17:01
  sure
• 17:01
  for
• 17:01
  many
• 17:01
  of
• 17:01
  the
• 17:02
  people
• 17:02
  that
• 17:02
  attended
• 17:02
  your
• 17:02
  wedding,
• 17:03
  that
• 17:03
  will
• 17:03
  now
• 17:04
  be
• 17:04
  a
• 17:04
  core
• 17:04
  memory
• 17:04
  for
• 17:04
  them
• 17:05
  to.
• 17:05
  Yeah,
• 17:06
  and
• 17:06
  we
• 17:06
  use
• 17:06
  sensory
• 17:07
  anchors
• 17:07
  as
• 17:07
  well
• 17:07
  as
• 17:08
  like
• 17:08
  a
• 17:08
  way
• 17:08
  to
• 17:08
  kind
• 17:08
  of
• 17:08
  trigger
• 17:09
  memories.
• 17:09
  Right.
• 17:10
  So
• 17:10
  I
• 17:10
  always
• 17:10
  kind
• 17:10
  of
• 17:10
  encourage
• 17:11
  couples
• 17:11
  to
• 17:11
  have
• 17:11
  like
• 17:12
  a
• 17:12
  signature
• 17:12
  scent
• 17:12
  or
• 17:13
  something
• 17:13
  so
• 17:14
  that
• 17:14
  if
• 17:14
  they
• 17:14
  smell
• 17:15
  that
• 17:15
  scent,
• 17:15
  you
• 17:16
  know,
• 17:16
  years
• 17:16
  down
• 17:16
  the
• 17:16
  line,
• 17:17
  it
• 17:17
  will
• 17:17
  remind
• 17:17
  them
• 17:18
  of
• 17:18
  your
• 17:18
  wedding
• 17:19
  and
• 17:19
  being
• 17:19
  a
• 17:19
  part
• 17:19
  of
• 17:19
  this
• 17:20
  experience
• 17:20
  with
• 17:20
  you.
• 17:21
  And,
• 17:21
  you
• 17:21
  know,
• 17:22
  it
• 17:22
  can
• 17:22
  be
• 17:22
  different
• 17:23
  things
• 17:23
  too,
• 17:23
  like
• 17:24
  imagery
• 17:25
  or
• 17:26
  textures
• 17:26
  and
• 17:27
  things
• 17:27
  that
• 17:27
  will
• 17:27
  kind
• 17:28
  of
• 17:28
  anchor
• 17:28
  them
• 17:28
  back
• 17:28
  to
• 17:29
  the
• 17:29
  experience.
• 17:29
  Because,
• 17:30
  you
• 17:30
  know,
• 17:30
  I
• 17:31
  tell
• 17:31
  people
• 17:32
  the
• 17:32
  experience
• 17:32
  is
• 17:32
  not
• 17:33
  just
• 17:33
  the
• 17:33
  wedding
• 17:33
  itself.
• 17:34
  It's
• 17:34
  from
• 17:34
  the
• 17:35
  moment
• 17:35
  they
• 17:35
  first
• 17:35
  hear
• 17:36
  about
• 17:36
  it
• 17:36
  to
• 17:37
  all
• 17:37
  the
• 17:37
  times
• 17:37
  they
• 17:38
  remember
• 17:38
  it.
• 17:38
  And
• 17:38
  there
• 17:39
  are
• 17:39
  also
• 17:39
  ways
• 17:39
  to
• 17:39
  design
• 17:40
  for
• 17:41
  prolonging
• 17:41
  the
• 17:41
  experience
• 17:42
  through
• 17:42
  memory
• 17:42
  and
• 17:43
  reflection
• 17:44
  and
• 17:44
  things
• 17:44
  like
• 17:44
  that.
• 17:45
  Amazing.
• 17:45
  So
• 17:46
  you
• 17:46
  then
• 17:46
  personally
• 17:47
  your
• 17:47
  business
• 17:48
  now
• 17:49
  as
• 17:49
  part
• 17:49
  of
• 17:49
  the
• 17:49
  experiential
• 17:50
  wedding,
• 17:51
  couples
• 17:51
  can
• 17:51
  actually
• 17:51
  hire
• 17:52
  you
• 17:52
  to
• 17:53
  help
• 17:53
  them
• 17:53
  with
• 17:54
  this.
• 17:54
  What
• 17:55
  makes
• 17:56
  that
• 17:56
  different
• 17:56
  to
• 17:56
  planning
• 17:57
  their
• 17:57
  wedding?
• 17:57
  Are
• 17:58
  you
• 17:58
  as
• 17:58
  well
• 17:58
  as
• 17:58
  the
• 17:58
  planner?
• 17:59
  Are
• 17:59
  you
• 17:59
  instead
• 17:59
  of
• 18:00
  the
• 18:00
  planner?
• 18:00
  Is
• 18:00
  the
• 18:00
  planner
• 18:01
  working
• 18:01
  directly
• 18:02
  with
• 18:02
  you?
• 18:02
  How
• 18:02
  does
• 18:02
  that
• 18:02
  it
• 18:03
  work
• 18:03
  for
• 18:03
  people
• 18:03
  who
• 18:04
  are
• 18:04
  thinking
• 18:04
  this
• 18:04
  is
• 18:04
  a
• 18:04
  completely
• 18:05
  alien
• 18:05
  concept
• 18:06
  to
• 18:06
  me?
• 18:06
  How
• 18:06
  does
• 18:06
  it
• 18:07
  fit
• 18:07
  into
• 18:07
  the
• 18:07
  wedding
• 18:07
  day?
• 18:08
  Yeah,
• 18:08
  so
• 18:08
  it's
• 18:08
  definitely
• 18:09
  with
• 18:09
  the
• 18:09
  planner.
• 18:10
  And
• 18:10
  I
• 18:10
  really
• 18:11
  encourage
• 18:13
  couples
• 18:13
  to
• 18:13
  have
• 18:14
  a
• 18:14
  planner
• 18:14
  at
• 18:14
  least
• 18:15
  day
• 18:15
  of
• 18:15
  coordination
• 18:16
  to
• 18:16
  kind
• 18:16
  of
• 18:16
  put
• 18:17
  all
• 18:17
  of
• 18:17
  the
• 18:17
  details
• 18:17
  in
• 18:18
  place.
• 18:19
  And
• 18:19
  I
• 18:19
  am
• 18:19
  shifting
• 18:19
  to
• 18:20
  actually
• 18:21
  the
• 18:21
  full
• 18:21
  experience
• 18:21
  design
• 18:22
  I
• 18:22
  only
• 18:22
  do
• 18:23
  in
• 18:23
  collaboration
• 18:24
  with
• 18:24
  the
• 18:24
  planner.
• 18:26
  I
• 18:26
  do
• 18:27
  have
• 18:27
  kind
• 18:27
  of
• 18:27
  like
• 18:27
  a.
• 18:28
  A
• 18:28
  mini
• 18:28
  experience
• 18:29
  design
• 18:29
  that
• 18:29
  I
• 18:29
  do
• 18:29
  with
• 18:30
  couples
• 18:30
  directly,
• 18:30
  but
• 18:31
  I
• 18:31
  really
• 18:32
  prefer
• 18:32
  to
• 18:32
  work
• 18:32
  with
• 18:33
  planners
• 18:33
  because
• 18:33
  they
• 18:33
  are
• 18:34
  the
• 18:34
  people
• 18:34
  that
• 18:34
  going
• 18:34
  to
• 18:35
  actually
• 18:35
  implement
• 18:36
  everything
• 18:36
  and
• 18:36
  make
• 18:37
  sure
• 18:37
  everything
• 18:37
  fits
• 18:38
  together.
• 18:38
  But
• 18:39
  basically
• 18:39
  what
• 18:39
  differentiates
• 18:40
  me
• 18:40
  from
• 18:40
  a
• 18:41
  typical
• 18:41
  wedding
• 18:41
  planner
• 18:42
  is
• 18:42
  that
• 18:43
  there
• 18:44
  are
• 18:44
  actually
• 18:44
  three
• 18:44
  types
• 18:45
  of
• 18:45
  pleasure
• 18:46
  pleasurable
• 18:46
  experiences.
• 18:47
  There's
• 18:47
  aesthetic
• 18:48
  experiences,
• 18:49
  which
• 18:49
  most
• 18:50
  weddings
• 18:50
  fall
• 18:51
  under.
• 18:51
  There's
• 18:52
  emotional
• 18:53
  experiences,
• 18:54
  and
• 18:54
  there's
• 18:54
  meaningful
• 18:55
  experiences.
• 18:55
  And
• 18:56
  I
• 18:56
  think
• 18:57
  most
• 18:57
  wedding
• 18:58
  planners
• 18:58
  are
• 18:58
  really
• 18:59
  focused
• 18:59
  on
• 18:59
  the
• 18:59
  aesthetic
• 19:00
  side
• 19:00
  of
• 19:00
  things,
• 19:00
  the
• 19:01
  logistics
• 19:01
  and
• 19:01
  making
• 19:02
  sure
• 19:02
  everything
• 19:02
  runs
• 19:03
  smoothly,
• 19:03
  everything
• 19:03
  flows
• 19:04
  well,
• 19:04
  and
• 19:04
  of
• 19:04
  course
• 19:05
  looks
• 19:05
  beautiful.
• 19:06
  And
• 19:07
  what
• 19:07
  I
• 19:07
  do
• 19:07
  is
• 19:07
  I
• 19:08
  design
• 19:08
  more
• 19:08
  kind
• 19:09
  of
• 19:09
  emotional
• 19:09
  and
• 19:10
  meaningful
• 19:10
  touch
• 19:11
  points
• 19:11
  that
• 19:12
  should
• 19:12
  holistically
• 19:13
  fit
• 19:13
  in
• 19:14
  with
• 19:14
  the
• 19:14
  aesthetic
• 19:15
  design
• 19:16
  and
• 19:16
  the
• 19:17
  flow
• 19:17
  of
• 19:17
  the
• 19:17
  event.
• 19:18
  But
• 19:18
  that's
• 19:18
  why
• 19:19
  it's
• 19:19
  important
• 19:19
  to
• 19:19
  work
• 19:19
  with
• 19:20
  the
• 19:20
  planner
• 19:20
  so
• 19:21
  that
• 19:21
  everything
• 19:22
  kind
• 19:22
  of
• 19:22
  works
• 19:22
  together.
• 19:25
  And
• 19:25
  then
• 19:25
  the
• 19:25
  planners
• 19:26
  can
• 19:26
  kind
• 19:26
  of
• 19:26
  implement
• 19:27
  these
• 19:27
  things
• 19:27
  as
• 19:27
  well.
• 19:27
  I
• 19:28
  mean,
• 19:28
  a
• 19:28
  lot
• 19:28
  of
• 19:28
  what
• 19:28
  I
• 19:28
  do,
• 19:29
  it
• 19:29
  doesn't
• 19:29
  require
• 19:29
  a
• 19:30
  lot
• 19:30
  of
• 19:30
  implementation
• 19:30
  or
• 19:31
  Facilitation.
• 19:33
  Sometimes
• 19:33
  it
• 19:33
  might
• 19:33
  require
• 19:34
  printing
• 19:35
  something
• 19:35
  like
• 19:36
  printing
• 19:36
  a
• 19:36
  little
• 19:36
  card
• 19:37
  that
• 19:37
  everyone
• 19:37
  gets
• 19:37
  that
• 19:38
  maybe
• 19:38
  connects
• 19:38
  them
• 19:39
  to
• 19:39
  another
• 19:39
  guest.
• 19:39
  I
• 19:39
  had
• 19:40
  one
• 19:40
  couple
• 19:40
  that
• 19:40
  met
• 19:41
  on
• 19:41
  Tinder,
• 19:42
  and
• 19:42
  during
• 19:42
  their
• 19:42
  cocktail
• 19:43
  hour,
• 19:43
  they
• 19:44
  gave
• 19:44
  everyone
• 19:45
  it's
• 19:45
  a
• 19:45
  match
• 19:46
  cards,
• 19:46
  and
• 19:46
  they
• 19:46
  looked
• 19:47
  like
• 19:47
  the
• 19:47
  Tinder
• 19:47
  screen,
• 19:48
  and
• 19:48
  there
• 19:48
  was
• 19:48
  a
• 19:48
  picture
• 19:48
  of
• 19:48
  them
• 19:49
  with
• 19:49
  another
• 19:49
  guest
• 19:50
  that
• 19:50
  they
• 19:50
  had
• 19:50
  never
• 19:50
  met
• 19:50
  before.
• 19:51
  And
• 19:51
  they
• 19:51
  had
• 19:52
  to,
• 19:52
  during
• 19:52
  the
• 19:52
  cocktail
• 19:53
  hour,
• 19:53
  go
• 19:53
  and
• 19:53
  find
• 19:53
  this
• 19:53
  person
• 19:54
  and
• 19:55
  kind
• 19:55
  of
• 19:55
  figure
• 19:55
  out
• 19:55
  what
• 19:56
  the
• 19:56
  couple
• 19:56
  thought
• 19:57
  that
• 19:57
  they
• 19:57
  might
• 19:57
  have
• 19:57
  in
• 19:57
  common,
• 19:58
  why
• 19:58
  they
• 19:58
  should
• 19:58
  meet.
• 19:59
  And
• 19:59
  so,
• 19:59
  of
• 19:59
  course,
• 20:00
  that
• 20:00
  requires
• 20:00
  some
• 20:00
  additional
• 20:01
  printing
• 20:01
  and
• 20:02
  like,
• 20:02
  those
• 20:02
  kind
• 20:02
  of
• 20:02
  logistical
• 20:03
  things
• 20:04
  like
• 20:04
  to
• 20:04
  do
• 20:05
  in
• 20:05
  collaboration
• 20:05
  with
• 20:05
  the
• 20:06
  planner.
• 20:06
  It
• 20:06
  certainly
• 20:07
  makes
• 20:07
  it
• 20:07
  a
• 20:07
  lot
• 20:07
  easier.
• 20:09
  And
• 20:09
  I
• 20:09
  also
• 20:09
  teach
• 20:10
  experience
• 20:10
  design
• 20:11
  to
• 20:12
  wedding
• 20:12
  planners
• 20:13
  because
• 20:13
  I
• 20:13
  think
• 20:13
  that
• 20:13
  this
• 20:13
  is
• 20:14
  something
• 20:14
  that
• 20:15
  a
• 20:15
  lot
• 20:15
  of
• 20:15
  wedding
• 20:16
  planners
• 20:17
  want
• 20:17
  to
• 20:18
  do.
• 20:18
  They
• 20:19
  want
• 20:19
  to,
• 20:19
  like,
• 20:20
  go
• 20:20
  deeper
• 20:20
  into
• 20:21
  the
• 20:21
  experience
• 20:21
  side
• 20:22
  of
• 20:22
  things,
• 20:22
  but
• 20:22
  like
• 20:22
  you
• 20:22
  said,
• 20:23
  don't
• 20:23
  necessarily
• 20:23
  know
• 20:24
  what
• 20:24
  that
• 20:24
  looks
• 20:24
  like
• 20:24
  or
• 20:24
  how
• 20:25
  to
• 20:25
  do
• 20:25
  it.
• 20:25
  And
• 20:26
  I
• 20:26
  have
• 20:26
  this
• 20:26
  kind
• 20:26
  of
• 20:26
  very
• 20:27
  simple
• 20:27
  to
• 20:27
  implement
• 20:29
  methodology
• 20:30
  that
• 20:30
  I
• 20:30
  teach
• 20:30
  as
• 20:31
  well
• 20:31
  to
• 20:31
  planners.
• 20:32
  I
• 20:32
  have
• 20:32
  a
• 20:32
  retreat
• 20:33
  coming
• 20:33
  up
• 20:33
  in,
• 20:34
  in
• 20:34
  the
• 20:35
  spring
• 20:35
  in
• 20:35
  Barcelon,
• 20:37
  and
• 20:38
  that's
• 20:38
  what
• 20:38
  I
• 20:39
  prefer
• 20:39
  to
• 20:40
  do,
• 20:40
  is
• 20:40
  to
• 20:40
  work
• 20:40
  with
• 20:40
  planners.
• 20:42
  And,
• 20:42
  you
• 20:42
  know,
• 20:42
  having.
• 20:43
  Having
• 20:43
  them
• 20:43
  do
• 20:44
  this
• 20:44
  work
• 20:44
  for
• 20:44
  their
• 20:44
  own
• 20:45
  weddings
• 20:45
  as
• 20:45
  well
• 20:46
  as
• 20:46
  working
• 20:46
  directly.
• 20:47
  With
• 20:47
  couples,
• 20:47
  well,
• 20:48
  I
• 20:48
  guess
• 20:48
  it
• 20:48
  adds
• 20:49
  another
• 20:49
  string
• 20:49
  to
• 20:49
  their
• 20:49
  bow
• 20:50
  as
• 20:50
  well
• 20:50
  and
• 20:50
  helps
• 20:51
  them
• 20:51
  set
• 20:52
  themselves
• 20:52
  apart.
• 20:52
  As
• 20:53
  a
• 20:53
  planner,
• 20:53
  if
• 20:53
  they're
• 20:53
  starting
• 20:54
  to
• 20:54
  talk
• 20:54
  about
• 20:54
  this
• 20:54
  and
• 20:55
  bringing
• 20:55
  it
• 20:55
  in,
• 20:56
  and
• 20:56
  as
• 20:56
  I've
• 20:56
  just
• 20:56
  said,
• 20:56
  I've
• 20:57
  been
• 20:57
  talking
• 20:57
  about
• 20:57
  it
• 20:57
  on
• 20:57
  stage.
• 20:58
  We
• 20:58
  are
• 20:58
  going
• 20:58
  into
• 20:59
  an
• 20:59
  experience
• 20:59
  era.
• 21:00
  Couples
• 21:00
  are
• 21:01
  expecting
• 21:01
  that
• 21:01
  next
• 21:01
  level.
• 21:02
  So
• 21:03
  if
• 21:03
  you
• 21:03
  are
• 21:03
  a
• 21:03
  planner
• 21:03
  listening
• 21:04
  to
• 21:04
  this,
• 21:04
  this,
• 21:04
  it's
• 21:05
  worth
• 21:05
  considering
• 21:06
  how
• 21:06
  much
• 21:06
  time
• 21:06
  and
• 21:06
  energy
• 21:07
  you
• 21:07
  do
• 21:08
  put
• 21:08
  on
• 21:08
  the
• 21:09
  experience
• 21:09
  setting
• 21:10
  as
• 21:10
  well
• 21:10
  as
• 21:10
  just
• 21:11
  the
• 21:11
  aesthetic
• 21:12
  setting
• 21:13
  as
• 21:13
  well.
• 21:13
  So
• 21:14
  when
• 21:14
  it
• 21:14
  comes
• 21:14
  to
• 21:14
  creating
• 21:15
  a
• 21:15
  great
• 21:15
  experience,
• 21:16
  then
• 21:16
  for
• 21:16
  our
• 21:17
  couples,
• 21:17
  what
• 21:18
  are
• 21:18
  some
• 21:18
  of
• 21:18
  the
• 21:18
  key
• 21:18
  elements
• 21:19
  you
• 21:19
  mentioned?
• 21:20
  You
• 21:20
  know,
• 21:21
  feeling,
• 21:21
  emotion.
• 21:22
  You
• 21:22
  mentioned
• 21:22
  smells.
• 21:23
  Are
• 21:23
  there
• 21:24
  certain
• 21:24
  key
• 21:24
  areas
• 21:25
  that
• 21:25
  are
• 21:25
  gonna
• 21:26
  make
• 21:26
  the
• 21:27
  experience
• 21:27
  better?
• 21:28
  Yeah,
• 21:28
  well,
• 21:28
  if
• 21:28
  you
• 21:29
  wanna
• 21:29
  talk
• 21:29
  about,
• 21:29
  like,
• 21:29
  actually
• 21:30
  moments
• 21:30
  in
• 21:31
  the
• 21:31
  timeline,
• 21:31
  I
• 21:32
  think
• 21:32
  it's.
• 21:32
  There
• 21:32
  are
• 21:33
  two
• 21:33
  kind
• 21:33
  of
• 21:33
  key
• 21:33
  moments
• 21:34
  that
• 21:34
  will
• 21:34
  make
• 21:34
  the
• 21:34
  biggest
• 21:35
  impact.
• 21:35
  One
• 21:35
  is
• 21:36
  ending
• 21:36
  having,
• 21:37
  like
• 21:37
  a
• 21:37
  really
• 21:37
  strong
• 21:38
  ending,
• 21:39
  like
• 21:39
  really
• 21:39
  ending
• 21:40
  on
• 21:40
  a
• 21:40
  high
• 21:40
  point.
• 21:41
  I
• 21:41
  think
• 21:41
  it's
• 21:41
  a
• 21:41
  little
• 21:41
  dangerous
• 21:42
  to
• 21:42
  sort
• 21:42
  of
• 21:42
  let
• 21:42
  events
• 21:43
  just
• 21:43
  kind
• 21:43
  of
• 21:43
  peter
• 21:44
  out
• 21:44
  on
• 21:44
  their
• 21:44
  own.
• 21:45
  I
• 21:45
  know
• 21:45
  couples
• 21:46
  are
• 21:46
  always
• 21:46
  afraid
• 21:46
  to
• 21:47
  sort
• 21:47
  of
• 21:47
  cut
• 21:47
  it
• 21:47
  short
• 21:47
  if
• 21:48
  people
• 21:48
  are
• 21:48
  having
• 21:48
  fun.
• 21:50
  Of
• 21:50
  course
• 21:50
  there's
• 21:50
  always
• 21:50
  a
• 21:51
  possibility
• 21:51
  of
• 21:51
  transitioning
• 21:52
  to
• 21:52
  another
• 21:52
  event,
• 21:53
  like
• 21:53
  an
• 21:53
  after
• 21:53
  party
• 21:53
  or
• 21:54
  something.
• 21:54
  But
• 21:54
  I.
• 21:54
  I
• 21:55
  do
• 21:55
  think
• 21:55
  that
• 21:55
  that's
• 21:56
  Actually
• 21:56
  a
• 21:56
  missed
• 21:56
  opportunity
• 21:57
  to
• 21:57
  end
• 21:58
  on
• 21:58
  a
• 21:58
  really
• 21:58
  powerful
• 21:59
  high
• 22:00
  note.
• 22:01
  Because
• 22:01
  that
• 22:01
  is
• 22:01
  actually
• 22:02
  what
• 22:02
  people
• 22:03
  most
• 22:03
  remember
• 22:04
  from
• 22:04
  an
• 22:04
  event.
• 22:05
  They
• 22:05
  don't
• 22:05
  remember
• 22:05
  the
• 22:06
  entire
• 22:06
  event
• 22:06
  collectively.
• 22:07
  Every
• 22:08
  moment
• 22:08
  put
• 22:08
  together,
• 22:09
  they
• 22:09
  tend
• 22:09
  to
• 22:10
  remember
• 22:10
  the,
• 22:10
  the
• 22:11
  peak
• 22:11
  moment
• 22:12
  and
• 22:12
  the
• 22:12
  end.
• 22:13
  And
• 22:13
  so
• 22:13
  those
• 22:13
  are
• 22:14
  the
• 22:14
  two
• 22:14
  moments
• 22:14
  that
• 22:14
  I
• 22:14
  tell
• 22:15
  people
• 22:15
  to
• 22:15
  focus
• 22:15
  on.
• 22:15
  If
• 22:16
  you
• 22:16
  only
• 22:16
  want
• 22:16
  to
• 22:16
  focus
• 22:16
  on
• 22:17
  two
• 22:17
  moments
• 22:17
  is
• 22:17
  really
• 22:18
  think
• 22:18
  about
• 22:18
  how
• 22:18
  are
• 22:18
  you
• 22:19
  ending
• 22:19
  this
• 22:19
  event?
• 22:20
  And,
• 22:20
  and
• 22:21
  again,
• 22:21
  like
• 22:21
  you
• 22:21
  want
• 22:21
  to
• 22:22
  start
• 22:22
  with
• 22:22
  how
• 22:22
  do
• 22:22
  I
• 22:22
  want
• 22:22
  people
• 22:23
  to
• 22:23
  feel
• 22:23
  at
• 22:23
  the
• 22:23
  end?
• 22:24
  Do
• 22:24
  I
• 22:24
  want
• 22:24
  them
• 22:24
  to
• 22:24
  feel
• 22:25
  connected?
• 22:25
  Then
• 22:25
  I
• 22:26
  have
• 22:26
  to
• 22:26
  kind
• 22:26
  of
• 22:26
  create
• 22:26
  some
• 22:27
  moment
• 22:27
  where
• 22:27
  everybody
• 22:28
  comes
• 22:28
  together.
• 22:28
  Like,
• 22:29
  you
• 22:29
  know,
• 22:29
  I
• 22:30
  don't
• 22:30
  know,
• 22:30
  singing
• 22:30
  a
• 22:30
  song
• 22:31
  together
• 22:31
  or
• 22:31
  something.
• 22:31
  Really,
• 22:32
  you
• 22:32
  know,
• 22:32
  that's
• 22:32
  something
• 22:33
  that
• 22:33
  makes
• 22:33
  people
• 22:33
  feel
• 22:33
  really
• 22:34
  bonded
• 22:34
  or,
• 22:35
  you
• 22:35
  know,
• 22:35
  even
• 22:35
  if
• 22:35
  it's
• 22:36
  just
• 22:36
  doing
• 22:36
  like
• 22:36
  the,
• 22:36
  the,
• 22:37
  the
• 22:37
  sparkler
• 22:37
  exit
• 22:38
  or
• 22:38
  something,
• 22:39
  but
• 22:39
  in
• 22:39
  a
• 22:39
  way
• 22:39
  that
• 22:40
  it's
• 22:40
  like
• 22:40
  a
• 22:40
  distinct
• 22:41
  kind
• 22:41
  of
• 22:41
  end
• 22:41
  point
• 22:42
  and
• 22:42
  then
• 22:42
  also
• 22:43
  having
• 22:43
  some
• 22:43
  kind
• 22:43
  of
• 22:44
  peak
• 22:44
  moment.
• 22:45
  So
• 22:45
  people
• 22:45
  will
• 22:45
  remember
• 22:46
  kind
• 22:46
  of
• 22:46
  the,
• 22:47
  the
• 22:47
  most
• 22:47
  distinctive
• 22:48
  moment,
• 22:48
  the
• 22:49
  thing
• 22:49
  that
• 22:49
  sort
• 22:49
  of
• 22:49
  stands
• 22:50
  out
• 22:50
  from
• 22:51
  what
• 22:51
  they
• 22:51
  expect.
• 22:52
  And
• 22:52
  if
• 22:52
  your
• 22:53
  wedding,
• 22:54
  even
• 22:54
  if
• 22:54
  it's
• 22:54
  beautiful
• 22:55
  and
• 22:55
  wonderful,
• 22:56
  if
• 22:56
  it's
• 22:57
  pretty
• 22:57
  much
• 22:57
  aligned
• 22:58
  with
• 22:58
  what
• 22:58
  people
• 22:58
  are
• 22:59
  expecting
• 22:59
  from
• 23:00
  the
• 23:00
  wedding,
• 23:01
  then
• 23:01
  it
• 23:01
  really
• 23:01
  won't
• 23:02
  stick
• 23:02
  to
• 23:02
  their
• 23:03
  memory
• 23:03
  as
• 23:03
  well.
• 23:04
  In
• 23:04
  order
• 23:04
  for
• 23:04
  things
• 23:04
  to
• 23:05
  kind
• 23:05
  of
• 23:05
  stick
• 23:05
  with
• 23:05
  us,
• 23:06
  they
• 23:06
  have
• 23:06
  to
• 23:07
  deviate
• 23:07
  from
• 23:08
  our
• 23:08
  expectations
• 23:08
  in
• 23:09
  some
• 23:09
  way.
• 23:10
  And
• 23:10
  what
• 23:11
  I
• 23:11
  try
• 23:11
  to
• 23:11
  remind
• 23:12
  people
• 23:12
  is
• 23:12
  this
• 23:12
  can
• 23:12
  be
• 23:12
  really
• 23:13
  negative.
• 23:13
  Like
• 23:13
  if
• 23:14
  something
• 23:14
  really
• 23:14
  bad
• 23:14
  happens,
• 23:15
  if
• 23:15
  something
• 23:15
  goes
• 23:16
  wrong,
• 23:16
  that's
• 23:17
  what
• 23:17
  people
• 23:17
  tend
• 23:17
  to
• 23:17
  remember.
• 23:19
  So
• 23:20
  you
• 23:20
  want
• 23:20
  it
• 23:20
  to
• 23:21
  be
• 23:21
  memorable
• 23:21
  by
• 23:21
  design,
• 23:22
  not
• 23:22
  disaster.
• 23:23
  You
• 23:23
  want
• 23:23
  to
• 23:23
  create
• 23:24
  a
• 23:24
  memorable
• 23:24
  moment
• 23:25
  that's
• 23:25
  something
• 23:25
  that
• 23:26
  no
• 23:26
  one
• 23:26
  is
• 23:26
  expecting.
• 23:27
  And
• 23:27
  that's
• 23:28
  the
• 23:28
  thing
• 23:28
  that
• 23:28
  they
• 23:28
  will,
• 23:29
  they
• 23:29
  will
• 23:29
  remember.
• 23:30
  And
• 23:30
  that
• 23:30
  can
• 23:30
  be
• 23:31
  anything.
• 23:31
  It
• 23:31
  can
• 23:31
  be
• 23:32
  something
• 23:32
  fun
• 23:33
  you
• 23:33
  do
• 23:33
  at
• 23:33
  the
• 23:33
  reception.
• 23:34
  It
• 23:34
  can
• 23:34
  be
• 23:34
  something
• 23:35
  really
• 23:35
  meaningful
• 23:35
  and
• 23:36
  special
• 23:36
  at
• 23:36
  the
• 23:37
  ceremony,
• 23:38
  but
• 23:39
  it
• 23:39
  should
• 23:39
  be
• 23:39
  something
• 23:39
  no
• 23:40
  one's
• 23:40
  expecting.
• 23:40
  And
• 23:41
  it
• 23:41
  should
• 23:41
  be
• 23:41
  something
• 23:41
  that's
• 23:42
  tied
• 23:42
  to
• 23:42
  the
• 23:42
  kind
• 23:43
  of
• 23:43
  emotions
• 23:44
  and
• 23:44
  meaning
• 23:44
  that
• 23:44
  you
• 23:44
  want
• 23:45
  to
• 23:45
  create.
• 23:46
  It
• 23:46
  should
• 23:46
  be
• 23:47
  personal.
• 23:47
  It
• 23:47
  shouldn't
• 23:48
  necessarily
• 23:48
  be
• 23:49
  something
• 23:49
  trendy
• 23:50
  or
• 23:50
  novel.
• 23:50
  It
• 23:50
  should
• 23:51
  be.
• 23:52
  If,
• 23:53
  like,
• 23:53
  for
• 23:53
  example,
• 23:53
  if,
• 23:54
  if
• 23:54
  the
• 23:54
  meaning
• 23:55
  that
• 23:55
  or
• 23:55
  the
• 23:55
  thing
• 23:56
  you
• 23:56
  want
• 23:56
  to
• 23:56
  create
• 23:56
  is
• 23:57
  a
• 23:57
  feeling
• 23:57
  of
• 23:57
  community,
• 23:58
  then
• 23:58
  it
• 23:58
  has
• 23:59
  to
• 23:59
  be
• 23:59
  a
• 23:59
  moment
• 23:59
  where
• 23:59
  you're,
• 24:00
  you're
• 24:00
  engaging
• 24:01
  every
• 24:01
  single
• 24:02
  person
• 24:02
  there
• 24:02
  in
• 24:02
  some
• 24:02
  way,
• 24:03
  bringing
• 24:03
  everyone
• 24:03
  together
• 24:05
  and
• 24:05
  there's
• 24:05
  something
• 24:05
  for
• 24:05
  them
• 24:06
  to
• 24:06
  do
• 24:06
  together.
• 24:07
  And
• 24:07
  that's
• 24:08
  another
• 24:08
  important
• 24:08
  thing
• 24:09
  is
• 24:09
  engagement
• 24:10
  creat
• 24:10
  things
• 24:11
  for
• 24:11
  people
• 24:11
  to
• 24:11
  do.
• 24:12
  So
• 24:12
  they're
• 24:12
  not
• 24:12
  just
• 24:13
  passive
• 24:13
  observers
• 24:14
  at
• 24:14
  this
• 24:15
  event.
• 24:15
  They're
• 24:16
  actually
• 24:16
  engaged
• 24:16
  in
• 24:17
  some
• 24:17
  way.
• 24:17
  They're
• 24:17
  actually
• 24:18
  a
• 24:18
  part
• 24:18
  of
• 24:18
  it
• 24:18
  in
• 24:19
  some
• 24:19
  way.
• 24:19
  Can
• 24:19
  you
• 24:19
  give
• 24:20
  me
• 24:20
  any
• 24:20
  examples
• 24:21
  of
• 24:21
  things
• 24:21
  that
• 24:21
  you've
• 24:22
  either
• 24:22
  done
• 24:22
  or
• 24:22
  you've
• 24:23
  seen
• 24:23
  other
• 24:23
  people
• 24:23
  do
• 24:24
  for
• 24:24
  both
• 24:24
  the
• 24:25
  ending
• 24:25
  and
• 24:26
  the
• 24:26
  peak?
• 24:27
  So
• 24:28
  like
• 24:28
  one,
• 24:29
  I
• 24:29
  mean,
• 24:29
  a
• 24:29
  lot
• 24:30
  of
• 24:30
  times
• 24:30
  I
• 24:31
  would
• 24:31
  say
• 24:31
  like
• 24:31
  one
• 24:31
  ending
• 24:32
  that
• 24:32
  is
• 24:32
  actually
• 24:33
  always
• 24:33
  kind
• 24:33
  of
• 24:33
  a
• 24:33
  crowd
• 24:34
  pleaser
• 24:34
  is
• 24:34
  of
• 24:34
  course
• 24:35
  fireworks.
• 24:37
  Fireworks
• 24:37
  is
• 24:37
  always
• 24:39
  kind
• 24:39
  of
• 24:39
  a
• 24:39
  nice
• 24:39
  surprise,
• 24:40
  but
• 24:40
  obviously
• 24:41
  not
• 24:41
  always
• 24:41
  practical.
• 24:44
  But
• 24:44
  like
• 24:44
  I
• 24:45
  said,
• 24:45
  even
• 24:45
  the
• 24:45
  sparkler
• 24:46
  exit
• 24:46
  can
• 24:46
  be
• 24:46
  a
• 24:47
  really
• 24:47
  special
• 24:47
  ending
• 24:48
  if
• 24:48
  you
• 24:48
  do
• 24:49
  it
• 24:49
  in
• 24:49
  a
• 24:49
  fun
• 24:49
  way
• 24:49
  and
• 24:49
  everybody
• 24:50
  gets
• 24:50
  to
• 24:50
  gather,
• 24:51
  there's
• 24:51
  really
• 24:51
  some
• 24:51
  special
• 24:52
  song.
• 24:52
  There
• 24:52
  was
• 24:53
  one
• 24:53
  couple
• 24:53
  that
• 24:53
  did
• 24:54
  a
• 24:54
  sing
• 24:55
  along
• 24:55
  to
• 24:56
  what
• 24:56
  was
• 24:56
  the
• 24:57
  song?
• 24:57
  Living
• 24:57
  on
• 24:58
  a
• 24:58
  Prayer.
• 24:58
  Bon
• 24:59
  Jovi
• 24:59
  Living
• 24:59
  on
• 24:59
  a
• 24:59
  Prayer.
• 25:00
  And
• 25:00
  everybody.
• 25:01
  It
• 25:01
  was
• 25:01
  like
• 25:01
  the
• 25:02
  last
• 25:02
  song
• 25:02
  of
• 25:02
  the
• 25:02
  night
• 25:03
  and
• 25:03
  they
• 25:03
  asked
• 25:03
  everybody
• 25:04
  to
• 25:04
  come
• 25:04
  on
• 25:04
  the
• 25:05
  dance
• 25:05
  floor
• 25:05
  and
• 25:05
  sing
• 25:05
  along.
• 25:06
  And
• 25:07
  singing
• 25:08
  together
• 25:08
  is
• 25:09
  really
• 25:09
  a
• 25:09
  very
• 25:10
  powerful
• 25:11
  kind
• 25:11
  of
• 25:11
  moving
• 25:11
  thing.
• 25:12
  That's
• 25:13
  why
• 25:13
  people
• 25:14
  get
• 25:14
  such
• 25:14
  a
• 25:14
  spiritual
• 25:15
  experience
• 25:15
  at
• 25:15
  church,
• 25:15
  because
• 25:16
  it's
• 25:16
  singing
• 25:17
  together
• 25:17
  and
• 25:17
  it
• 25:18
  really
• 25:18
  like
• 25:18
  the
• 25:18
  kind
• 25:19
  of
• 25:19
  collective
• 25:20
  voices
• 25:20
  is
• 25:20
  really
• 25:21
  a
• 25:21
  powerful
• 25:21
  thing.
• 25:23
  And
• 25:23
  some
• 25:23
  peak
• 25:24
  moments
• 25:24
  that
• 25:24
  I've
• 25:24
  seen.
• 25:26
  Design
• 25:27
  one
• 25:27
  for
• 25:27
  a
• 25:27
  couple
• 25:29
  where
• 25:30
  at
• 25:30
  sunset
• 25:31
  everyone
• 25:31
  gathers
• 25:32
  around.
• 25:32
  It's.
• 25:32
  It's
• 25:33
  on
• 25:33
  a
• 25:33
  mountain.
• 25:34
  Standing
• 25:35
  at
• 25:35
  the
• 25:35
  top
• 25:35
  of
• 25:35
  this
• 25:35
  mountain,
• 25:36
  watching
• 25:36
  the
• 25:36
  sun
• 25:37
  go
• 25:37
  down
• 25:37
  together.
• 25:38
  And
• 25:39
  then
• 25:39
  there
• 25:39
  are
• 25:40
  some
• 25:40
  hidden
• 25:41
  waiter.
• 25:42
  The
• 25:42
  waiters,
• 25:44
  they're
• 25:44
  disguised
• 25:44
  as
• 25:44
  waiters,
• 25:45
  but
• 25:45
  they're
• 25:45
  singers
• 25:46
  and
• 25:46
  they
• 25:46
  are.
• 25:47
  Then
• 25:47
  they
• 25:48
  at
• 25:48
  sunset
• 25:49
  are
• 25:49
  going
• 25:49
  to
• 25:50
  kind
• 25:50
  of
• 25:50
  all
• 25:50
  start
• 25:51
  singing
• 25:51
  this
• 25:52
  kind
• 25:52
  of
• 25:52
  collective
• 25:53
  song
• 25:53
  and
• 25:53
  that
• 25:54
  will
• 25:54
  kind
• 25:54
  of
• 25:54
  create
• 25:54
  the
• 25:55
  sort
• 25:55
  of
• 25:55
  wow
• 25:55
  moment.
• 25:57
  So
• 25:58
  things
• 25:58
  like
• 25:58
  that,
• 25:58
  things
• 25:59
  that
• 25:59
  are
• 25:59
  just
• 25:59
  kind
• 25:59
  of
• 25:59
  a
• 25:59
  little
• 26:00
  bit
• 26:00
  out
• 26:00
  of
• 26:00
  the
• 26:00
  ordinary.
• 26:01
  I
• 26:01
  don't
• 26:01
  think
• 26:01
  you
• 26:01
  have
• 26:01
  to
• 26:01
  reinvent
• 26:02
  the
• 26:02
  wheel
• 26:02
  here.
• 26:03
  It
• 26:03
  can
• 26:03
  just
• 26:03
  be
• 26:03
  a
• 26:03
  small
• 26:04
  moment,
• 26:05
  but
• 26:05
  it
• 26:06
  should
• 26:06
  feel
• 26:07
  really
• 26:08
  surprising
• 26:09
  and
• 26:09
  special
• 26:10
  and
• 26:11
  kind
• 26:12
  of
• 26:12
  like.
• 26:13
  Like
• 26:13
  you
• 26:14
  had
• 26:14
  to
• 26:14
  be
• 26:14
  there
• 26:14
  to
• 26:14
  experience
• 26:15
  it.
• 26:15
  Like
• 26:15
  it's.
• 26:16
  It's
• 26:16
  something
• 26:16
  you
• 26:16
  haven't
• 26:17
  seen
• 26:17
  before.
• 26:18
  And
• 26:18
  how
• 26:18
  are
• 26:18
  you
• 26:18
  going
• 26:19
  deep
• 26:19
  with
• 26:20
  the
• 26:20
  couple
• 26:20
  from
• 26:21
  the
• 26:21
  outset
• 26:21
  to
• 26:21
  ensure
• 26:22
  that
• 26:22
  this
• 26:22
  stuff
• 26:23
  is
• 26:23
  stuff
• 26:23
  that
• 26:24
  resonates
• 26:24
  with
• 26:24
  them?
• 26:25
  Is
• 26:25
  it
• 26:25
  about
• 26:26
  meeting
• 26:26
  with
• 26:26
  them?
• 26:27
  Is
• 26:27
  there
• 26:27
  certain
• 26:27
  questions
• 26:28
  you're
• 26:28
  asking?
• 26:29
  Because
• 26:29
  obviously
• 26:29
  you
• 26:29
  want
• 26:30
  to
• 26:30
  make
• 26:30
  sure
• 26:31
  that
• 26:31
  it's
• 26:31
  what
• 26:31
  they
• 26:32
  want.
• 26:32
  Yes.
• 26:32
  You
• 26:32
  want
• 26:32
  it
• 26:33
  to
• 26:33
  be
• 26:33
  an
• 26:33
  experience
• 26:34
  for
• 26:34
  their
• 26:34
  guests,
• 26:35
  but
• 26:35
  obviously
• 26:35
  they're
• 26:35
  at
• 26:36
  the
• 26:36
  heart
• 26:36
  of
• 26:36
  it.
• 26:36
  So
• 26:36
  how
• 26:36
  are
• 26:37
  you
• 26:37
  doing
• 26:37
  that
• 26:37
  work?
• 26:37
  Yeah,
• 26:38
  so
• 26:38
  there's
• 26:38
  a
• 26:38
  pretty
• 26:38
  detailed
• 26:39
  questionnaire
• 26:40
  that
• 26:40
  they
• 26:40
  fill
• 26:40
  out
• 26:41
  on
• 26:41
  their
• 26:41
  own.
• 26:42
  And
• 26:42
  it's.
• 26:43
  I.
• 26:43
  I
• 26:43
  try
• 26:44
  to
• 26:44
  that
• 26:44
  as
• 26:45
  its
• 26:45
  own
• 26:45
  experience.
• 26:46
  Like
• 26:46
  make
• 26:46
  a
• 26:46
  date
• 26:47
  night
• 26:47
  out
• 26:47
  of
• 26:47
  it.
• 26:48
  Listen
• 26:48
  to
• 26:48
  your
• 26:48
  favorite
• 26:49
  music,
• 26:49
  kind
• 26:49
  of
• 26:49
  get
• 26:50
  cozy.
• 26:51
  Like
• 26:51
  filling
• 26:51
  out
• 26:52
  the
• 26:52
  questionnaire
• 26:52
  as
• 26:52
  its
• 26:52
  own
• 26:53
  experience,
• 26:53
  because
• 26:54
  they're
• 26:54
  conversation
• 26:55
  questions
• 26:55
  that
• 26:55
  really
• 26:56
  get
• 26:56
  at
• 26:56
  the
• 26:56
  heart
• 26:56
  of
• 26:56
  things
• 26:56
  that
• 26:57
  I
• 26:57
  don't
• 26:57
  think
• 26:57
  enough
• 26:57
  couples
• 26:58
  are
• 26:58
  talking
• 26:58
  about
• 26:58
  when
• 26:59
  they're
• 26:59
  planning
• 26:59
  their
• 26:59
  weddings.
• 27:00
  Like,
• 27:00
  what
• 27:01
  does
• 27:01
  this
• 27:01
  really
• 27:01
  mean
• 27:02
  to
• 27:02
  us?
• 27:02
  Like,
• 27:02
  why
• 27:02
  do
• 27:03
  we
• 27:03
  need
• 27:03
  to
• 27:03
  have
• 27:03
  a
• 27:03
  wedding?
• 27:04
  Like,
• 27:04
  why
• 27:05
  is
• 27:05
  it
• 27:05
  so
• 27:05
  important
• 27:05
  for
• 27:06
  us
• 27:06
  to
• 27:06
  have
• 27:06
  these
• 27:06
  people
• 27:07
  there
• 27:07
  and
• 27:07
  witness
• 27:08
  this
• 27:08
  kind
• 27:08
  of
• 27:08
  moment
• 27:08
  in
• 27:09
  our
• 27:09
  lives?
• 27:09
  And,
• 27:09
  like,
• 27:10
  what
• 27:10
  will
• 27:10
  make
• 27:10
  it
• 27:10
  feel
• 27:11
  like
• 27:12
  it
• 27:12
  was
• 27:12
  successful
• 27:13
  and
• 27:13
  what
• 27:13
  would
• 27:13
  make
• 27:13
  it
• 27:13
  feel
• 27:14
  like
• 27:14
  it
• 27:14
  was
• 27:14
  a
• 27:14
  failure?
• 27:15
  And,
• 27:15
  you
• 27:15
  know,
• 27:15
  who
• 27:16
  are
• 27:16
  the
• 27:16
  people.
• 27:16
  People
• 27:16
  that
• 27:16
  really
• 27:16
  need
• 27:17
  to
• 27:17
  be
• 27:17
  there,
• 27:17
  who
• 27:17
  are
• 27:17
  the
• 27:18
  people
• 27:18
  that
• 27:18
  we
• 27:18
  feel
• 27:18
  obligated
• 27:19
  to
• 27:19
  invite
• 27:20
  but,
• 27:20
  you
• 27:21
  know,
• 27:21
  wouldn't
• 27:21
  be
• 27:21
  missed?
• 27:22
  And
• 27:22
  really
• 27:22
  kind
• 27:23
  of
• 27:23
  dive
• 27:23
  into
• 27:23
  these
• 27:23
  questions,
• 27:24
  and
• 27:25
  then
• 27:25
  it
• 27:25
  does
• 27:25
  get
• 27:25
  a
• 27:25
  little
• 27:26
  bit
• 27:26
  more
• 27:26
  specific
• 27:26
  into
• 27:27
  the
• 27:27
  feelings
• 27:27
  at
• 27:28
  each
• 27:28
  stage
• 27:28
  as
• 27:28
  well.
• 27:29
  And
• 27:29
  then,
• 27:29
  yeah,
• 27:29
  we
• 27:30
  have
• 27:30
  a
• 27:30
  call,
• 27:30
  we
• 27:31
  talk
• 27:31
  about
• 27:31
  these
• 27:31
  things.
• 27:32
  We.
• 27:32
  We
• 27:33
  talk
• 27:33
  through
• 27:33
  them
• 27:33
  and
• 27:33
  really
• 27:34
  dig
• 27:34
  into
• 27:34
  the
• 27:34
  why.
• 27:35
  Like,
• 27:35
  why
• 27:35
  are
• 27:35
  you
• 27:35
  having
• 27:36
  a
• 27:36
  wedding
• 27:36
  and
• 27:36
  why
• 27:36
  is
• 27:37
  it
• 27:37
  important
• 27:37
  to
• 27:38
  you?
• 27:38
  Because
• 27:38
  weddings
• 27:39
  are
• 27:39
  a
• 27:40
  huge
• 27:40
  investment.
• 27:41
  And
• 27:41
  I
• 27:42
  think
• 27:42
  that
• 27:42
  if
• 27:42
  we're
• 27:43
  going
• 27:43
  to
• 27:43
  kind
• 27:43
  of
• 27:43
  spend
• 27:44
  a
• 27:44
  year
• 27:44
  planning
• 27:45
  an
• 27:45
  event
• 27:45
  and.
• 27:46
  And
• 27:46
  a
• 27:46
  ton
• 27:46
  of.
• 27:47
  Putting
• 27:47
  a
• 27:47
  ton
• 27:47
  of
• 27:48
  money
• 27:48
  into
• 27:48
  it,
• 27:49
  that
• 27:49
  really,
• 27:49
  it
• 27:50
  should
• 27:50
  have
• 27:50
  this
• 27:50
  very
• 27:51
  resonating
• 27:52
  impact
• 27:52
  on
• 27:52
  our
• 27:52
  lives.
• 27:53
  You
• 27:53
  know,
• 27:53
  it
• 27:53
  shouldn't
• 27:53
  feel
• 27:54
  like
• 27:54
  just
• 27:55
  a
• 27:55
  party
• 27:55
  or
• 27:55
  just
• 27:56
  one
• 27:56
  day.
• 27:56
  And
• 27:57
  there
• 27:57
  is
• 27:57
  this
• 27:57
  kind
• 27:58
  of
• 27:58
  conflict
• 27:58
  between,
• 27:59
  okay,
• 28:00
  it's
• 28:00
  a
• 28:00
  huge
• 28:00
  investment,
• 28:00
  and
• 28:01
  it's
• 28:01
  a
• 28:01
  big
• 28:01
  deal,
• 28:01
  and
• 28:02
  it's
• 28:02
  something
• 28:02
  I've
• 28:02
  been
• 28:02
  thinking
• 28:03
  about
• 28:03
  my
• 28:03
  whole
• 28:03
  life.
• 28:03
  And
• 28:04
  it's
• 28:04
  also
• 28:04
  just
• 28:04
  a
• 28:04
  party.
• 28:04
  And
• 28:05
  you
• 28:05
  have
• 28:05
  to
• 28:05
  find
• 28:05
  that
• 28:05
  balance
• 28:06
  of,
• 28:06
  like,
• 28:07
  okay,
• 28:07
  what
• 28:08
  will
• 28:08
  make
• 28:08
  it
• 28:09
  really
• 28:09
  meaningful
• 28:10
  to
• 28:10
  us
• 28:11
  and
• 28:11
  what
• 28:11
  will
• 28:11
  make
• 28:11
  it
• 28:12
  really
• 28:12
  meaningful
• 28:12
  to
• 28:12
  the
• 28:13
  people
• 28:13
  who
• 28:13
  are
• 28:13
  there?
• 28:14
  Because
• 28:14
  you
• 28:14
  want
• 28:14
  to
• 28:14
  make
• 28:14
  it
• 28:15
  meaningful
• 28:15
  for
• 28:15
  them
• 28:15
  as
• 28:16
  well.
• 28:16
  It's
• 28:16
  an
• 28:16
  investment
• 28:16
  for
• 28:17
  people
• 28:17
  to
• 28:17
  come
• 28:18
  to
• 28:18
  a
• 28:18
  wedding
• 28:18
  now
• 28:18
  as
• 28:18
  well.
• 28:19
  And
• 28:20
  there
• 28:20
  are
• 28:20
  community,
• 28:21
  and
• 28:21
  there's
• 28:21
  a
• 28:22
  reason
• 28:22
  that
• 28:22
  we
• 28:22
  get
• 28:22
  married
• 28:23
  in
• 28:23
  community.
• 28:23
  And
• 28:24
  we
• 28:24
  don't
• 28:25
  have
• 28:25
  as
• 28:25
  many
• 28:25
  of
• 28:26
  these
• 28:26
  kind
• 28:26
  of
• 28:26
  big
• 28:27
  ritual
• 28:28
  ceremonial
• 28:28
  events
• 28:29
  in
• 28:29
  our
• 28:29
  lives
• 28:30
  anymore,
• 28:30
  especially
• 28:31
  as
• 28:31
  society
• 28:32
  gets
• 28:32
  more
• 28:32
  secular.
• 28:33
  We
• 28:33
  don't
• 28:33
  have
• 28:33
  that
• 28:33
  many.
• 28:34
  There's,
• 28:34
  you
• 28:35
  know,
• 28:35
  birthday
• 28:35
  parties,
• 28:36
  there's
• 28:36
  weddings,
• 28:37
  there's
• 28:37
  funerals.
• 28:38
  But
• 28:38
  we
• 28:38
  used
• 28:38
  to
• 28:39
  have
• 28:39
  a
• 28:39
  lot
• 28:39
  more
• 28:39
  of
• 28:39
  them
• 28:40
  because
• 28:40
  ritual
• 28:40
  and
• 28:41
  ceremony
• 28:41
  is
• 28:41
  a
• 28:41
  really
• 28:42
  important
• 28:42
  part
• 28:42
  of
• 28:42
  community.
• 28:43
  And
• 28:44
  so
• 28:44
  this
• 28:44
  is
• 28:44
  also
• 28:44
  an
• 28:44
  opportunity
• 28:45
  to
• 28:45
  really
• 28:46
  dig
• 28:46
  into,
• 28:46
  like,
• 28:47
  what
• 28:47
  it
• 28:47
  is
• 28:47
  about
• 28:47
  your
• 28:48
  particular
• 28:49
  community
• 28:50
  of
• 28:50
  friends
• 28:50
  and
• 28:50
  family
• 28:51
  that
• 28:51
  is
• 28:52
  meaningful
• 28:52
  to
• 28:52
  you,
• 28:52
  and
• 28:53
  how
• 28:53
  can
• 28:53
  we
• 28:53
  celebrate
• 28:53
  that,
• 28:54
  and
• 28:54
  how
• 28:54
  can
• 28:54
  we
• 28:55
  create
• 28:56
  something,
• 28:56
  you
• 28:57
  know,
• 28:57
  meaningful
• 28:57
  for
• 28:58
  everybody
• 28:58
  who's
• 28:58
  there,
• 28:59
  and
• 28:59
  how.
• 28:59
  Do
• 28:59
  we
• 29:00
  ensure
• 29:00
  that
• 29:00
  these
• 29:01
  experiences
• 29:01
  on
• 29:01
  a
• 29:02
  wedding
• 29:02
  day
• 29:03
  are
• 29:03
  what
• 29:03
  they're
• 29:03
  intended
• 29:04
  to
• 29:04
  be.
• 29:04
  And
• 29:04
  don't
• 29:05
  become
• 29:05
  this
• 29:06
  massive
• 29:06
  pressure
• 29:06
  point
• 29:07
  for
• 29:07
  the
• 29:07
  couple.
• 29:07
  Because
• 29:08
  we've
• 29:08
  all
• 29:08
  seen
• 29:08
  those
• 29:08
  couples
• 29:09
  that
• 29:09
  have
• 29:09
  seen
• 29:09
  something
• 29:09
  on
• 29:10
  TikTok
• 29:10
  and
• 29:10
  they
• 29:11
  want
• 29:11
  to
• 29:11
  recreate
• 29:11
  it,
• 29:12
  and
• 29:12
  actually
• 29:12
  they
• 29:13
  end
• 29:13
  up
• 29:13
  just
• 29:13
  becoming
• 29:14
  like,
• 29:14
  really
• 29:14
  anxious
• 29:15
  about
• 29:15
  making
• 29:15
  this
• 29:16
  perfect
• 29:16
  moment,
• 29:16
  which
• 29:16
  then
• 29:17
  ends
• 29:17
  up
• 29:17
  being
• 29:17
  less
• 29:17
  perfect
• 29:18
  because
• 29:18
  they're
• 29:18
  just
• 29:19
  stressed.
• 29:19
  So
• 29:19
  how
• 29:20
  are
• 29:20
  we
• 29:20
  ensuring
• 29:20
  this
• 29:21
  kind
• 29:21
  of
• 29:21
  flows
• 29:22
  without
• 29:23
  having
• 29:23
  that
• 29:23
  added
• 29:23
  pressure?
• 29:24
  Yeah,
• 29:24
  again,
• 29:25
  that's
• 29:25
  like,
• 29:25
  why
• 29:25
  I
• 29:25
  really
• 29:26
  prefer
• 29:26
  to
• 29:26
  work
• 29:26
  with
• 29:26
  wedding
• 29:27
  planners,
• 29:27
  because
• 29:28
  they
• 29:28
  also
• 29:28
  understand
• 29:29
  all
• 29:29
  of
• 29:29
  the
• 29:29
  logistical
• 29:30
  challenges
• 29:31
  as
• 29:31
  well.
• 29:32
  And,
• 29:32
  you
• 29:32
  know,
• 29:33
  this
• 29:33
  is
• 29:33
  something
• 29:33
  that
• 29:33
  always
• 29:33
  kind
• 29:34
  of
• 29:34
  comes
• 29:34
  out
• 29:34
  in
• 29:34
  the
• 29:34
  brainstorming
• 29:35
  process
• 29:35
  as
• 29:36
  well,
• 29:36
  because
• 29:36
  I
• 29:36
  always
• 29:36
  want
• 29:36
  to
• 29:36
  start
• 29:37
  with,
• 29:37
  like,
• 29:37
  every
• 29:37
  big
• 29:37
  idea,
• 29:38
  everything
• 29:38
  you
• 29:38
  can
• 29:39
  think
• 29:39
  of.
• 29:39
  And
• 29:39
  then
• 29:40
  we
• 29:40
  get
• 29:40
  into
• 29:40
  the
• 29:40
  practical
• 29:41
  side.
• 29:41
  Is
• 29:41
  this
• 29:42
  realistic?
• 29:43
  Is
• 29:43
  it
• 29:43
  going
• 29:43
  to
• 29:44
  cause
• 29:44
  you
• 29:44
  stress?
• 29:45
  Because
• 29:45
  part
• 29:45
  of
• 29:46
  the
• 29:46
  experience
• 29:46
  design
• 29:46
  is
• 29:47
  also
• 29:47
  designing
• 29:48
  the
• 29:48
  experience
• 29:49
  for
• 29:49
  the
• 29:49
  couple
• 29:50
  of
• 29:50
  planning
• 29:50
  the
• 29:51
  wedding.
• 29:51
  Wedding.
• 29:51
  Like,
• 29:51
  at
• 29:52
  some
• 29:52
  point,
• 29:53
  if
• 29:53
  it's
• 29:53
  more
• 29:53
  stressful
• 29:54
  than
• 29:54
  enjoyable,
• 29:56
  what's
• 29:57
  the
• 29:57
  point?
• 29:57
  You
• 29:57
  want
• 29:58
  the
• 29:58
  experience
• 29:58
  of
• 29:59
  planning
• 29:59
  the
• 29:59
  wedding
• 29:59
  to
• 30:00
  also
• 30:00
  be
• 30:01
  fulfilling
• 30:01
  in
• 30:01
  some
• 30:02
  way.
• 30:02
  And
• 30:03
  so,
• 30:03
  yeah,
• 30:03
  we
• 30:04
  really
• 30:04
  talk
• 30:04
  about
• 30:04
  those
• 30:04
  things,
• 30:05
  like,
• 30:05
  if
• 30:05
  this
• 30:05
  is
• 30:05
  going
• 30:06
  to
• 30:06
  be
• 30:06
  too
• 30:07
  stressful
• 30:07
  to
• 30:08
  actually
• 30:09
  happen,
• 30:09
  then
• 30:10
  let's
• 30:10
  absolutely
• 30:11
  skip
• 30:11
  it
• 30:12
  or
• 30:12
  let's
• 30:12
  figure
• 30:13
  out
• 30:13
  a
• 30:13
  way
• 30:13
  to
• 30:13
  do
• 30:13
  it
• 30:13
  that
• 30:14
  it
• 30:14
  isn't
• 30:14
  a
• 30:14
  source
• 30:14
  of
• 30:15
  stress,
• 30:15
  because
• 30:15
  that
• 30:16
  is
• 30:16
  all
• 30:16
  part
• 30:16
  of
• 30:16
  the
• 30:17
  experience
• 30:17
  design
• 30:17
  is
• 30:18
  figuring
• 30:18
  out
• 30:18
  how
• 30:19
  it's
• 30:19
  going
• 30:19
  to
• 30:19
  work,
• 30:20
  who's
• 30:20
  responsible
• 30:21
  for
• 30:21
  it,
• 30:23
  and
• 30:23
  then,
• 30:23
  you
• 30:23
  know,
• 30:23
  also
• 30:24
  making
• 30:24
  sure
• 30:24
  that
• 30:25
  somebody
• 30:25
  else
• 30:26
  is
• 30:27
  really
• 30:28
  handling
• 30:28
  the
• 30:28
  logistics
• 30:29
  on
• 30:29
  the
• 30:29
  day
• 30:30
  so
• 30:30
  that
• 30:30
  the
• 30:30
  couple
• 30:30
  also
• 30:31
  gets
• 30:31
  to
• 30:31
  be
• 30:31
  present
• 30:32
  to
• 30:32
  the
• 30:32
  experience.
• 30:33
  And
• 30:34
  that
• 30:34
  also
• 30:34
  kind
• 30:35
  of
• 30:35
  pinpoints
• 30:36
  another
• 30:36
  one
• 30:37
  of
• 30:37
  the
• 30:37
  sort
• 30:38
  of
• 30:38
  conflicts
• 30:38
  of
• 30:39
  a
• 30:39
  wedding,
• 30:39
  which
• 30:39
  is
• 30:40
  that
• 30:40
  the
• 30:40
  couple
• 30:40
  getting
• 30:41
  married,
• 30:41
  they
• 30:41
  are
• 30:41
  the
• 30:42
  hosts,
• 30:43
  but
• 30:43
  they
• 30:43
  are
• 30:43
  also
• 30:44
  the
• 30:44
  guests
• 30:44
  of
• 30:44
  honor.
• 30:45
  And
• 30:45
  so,
• 30:46
  you
• 30:46
  know,
• 30:46
  it's
• 30:46
  much
• 30:47
  different
• 30:47
  than
• 30:47
  if
• 30:47
  you're
• 30:47
  having
• 30:47
  a
• 30:48
  dinner
• 30:48
  party
• 30:48
  at
• 30:48
  your
• 30:49
  house.
• 30:49
  You're
• 30:49
  the
• 30:49
  hosts.
• 30:50
  You
• 30:51
  get
• 30:51
  to
• 30:51
  introduce
• 30:51
  everybody
• 30:52
  who's
• 30:52
  there
• 30:52
  to
• 30:53
  everybody
• 30:53
  else.
• 30:53
  You
• 30:53
  get
• 30:53
  to
• 30:54
  sing,
• 30:54
  oh,
• 30:54
  you
• 30:54
  need
• 30:54
  to
• 30:54
  meet
• 30:55
  this
• 30:55
  person,
• 30:55
  because
• 30:55
  you
• 30:56
  have
• 30:56
  this
• 30:56
  in
• 30:56
  common.
• 30:57
  And
• 30:57
  you
• 30:57
  can't
• 30:58
  really
• 30:58
  play
• 30:58
  the
• 30:59
  host
• 30:59
  role
• 31:01
  at
• 31:01
  your
• 31:01
  own
• 31:01
  wedding.
• 31:03
  And
• 31:04
  so
• 31:05
  there
• 31:05
  has
• 31:05
  to
• 31:05
  be
• 31:06
  someone
• 31:07
  else
• 31:07
  who's
• 31:07
  actually
• 31:08
  handling
• 31:08
  the
• 31:09
  hosting.
• 31:10
  And
• 31:10
  that's
• 31:10
  another
• 31:10
  part
• 31:11
  of
• 31:11
  the
• 31:11
  experience
• 31:11
  design
• 31:12
  as
• 31:12
  well,
• 31:12
  is
• 31:12
  who's
• 31:12
  going
• 31:12
  to
• 31:13
  be
• 31:13
  handling
• 31:13
  these
• 31:13
  things.
• 31:14
  And
• 31:14
  I
• 31:14
  usually
• 31:14
  encourage.
• 31:15
  I
• 31:15
  do
• 31:16
  think
• 31:17
  hosts
• 31:17
  are
• 31:17
  really
• 31:17
  important.
• 31:19
  And
• 31:20
  so
• 31:20
  I
• 31:20
  usually
• 31:20
  encourage
• 31:21
  couples.
• 31:21
  Couples
• 31:21
  to
• 31:22
  kind
• 31:22
  of
• 31:22
  assign
• 31:23
  hosts
• 31:24
  of
• 31:24
  different
• 31:24
  parts
• 31:24
  of
• 31:25
  the
• 31:25
  day
• 31:25
  or
• 31:25
  have
• 31:25
  a
• 31:25
  table
• 31:26
  host.
• 31:26
  I
• 31:27
  saw
• 31:27
  there's
• 31:27
  a
• 31:27
  trend
• 31:27
  now
• 31:28
  of
• 31:29
  table
• 31:29
  captains,
• 31:30
  which
• 31:30
  is
• 31:30
  the
• 31:30
  same
• 31:30
  thing.
• 31:30
  It's
• 31:31
  it's
• 31:31
  somebody
• 31:31
  who's
• 31:32
  responsible
• 31:32
  for
• 31:32
  that
• 31:32
  table.
• 31:33
  They're
• 31:33
  hosting
• 31:33
  that
• 31:34
  table.
• 31:34
  They're
• 31:35
  gonna
• 31:35
  keep
• 31:35
  the
• 31:35
  energy
• 31:36
  up.
• 31:36
  They're
• 31:36
  gonna
• 31:36
  make
• 31:36
  sure
• 31:37
  the
• 31:37
  conversation
• 31:37
  flows.
• 31:38
  They're
• 31:38
  gonna
• 31:38
  keep
• 31:38
  the
• 31:38
  wine
• 31:38
  being
• 31:39
  poured
• 31:40
  and
• 31:40
  take
• 31:40
  on
• 31:40
  a
• 31:41
  little
• 31:41
  bit
• 31:41
  of
• 31:41
  that
• 31:41
  responsibility.
• 31:42
  And
• 31:42
  sometimes
• 31:43
  people
• 31:43
  are
• 31:43
  afraid
• 31:44
  to
• 31:44
  assign
• 31:45
  roles
• 31:45
  to
• 31:45
  people.
• 31:46
  They
• 31:46
  don't
• 31:46
  want
• 31:46
  to
• 31:46
  make
• 31:46
  people
• 31:47
  work
• 31:47
  at
• 31:47
  their
• 31:47
  wedding.
• 31:47
  But
• 31:48
  actually,
• 31:49
  people
• 31:49
  really
• 31:49
  like
• 31:50
  being
• 31:50
  useful.
• 31:50
  They
• 31:50
  like
• 31:51
  having
• 31:51
  something
• 31:51
  to
• 31:51
  do.
• 31:52
  And
• 31:52
  you
• 31:53
  reels
• 31:53
  of.
• 31:54
  Of
• 31:54
  table
• 31:54
  captains.
• 31:55
  They're
• 31:55
  really
• 31:55
  proud
• 31:55
  of
• 31:56
  themselves.
• 31:56
  They're
• 31:56
  proud
• 31:56
  for
• 31:57
  being
• 31:57
  chosen.
• 31:57
  They.
• 31:58
  They
• 31:58
  obviously
• 31:58
  get
• 31:58
  a
• 31:59
  lot
• 31:59
  of
• 31:59
  pleasure
• 31:59
  in
• 31:59
  being
• 31:59
  in
• 32:00
  this
• 32:00
  role.
• 32:00
  And
• 32:01
  I
• 32:01
  think
• 32:01
  that's
• 32:01
  a
• 32:01
  good
• 32:01
  reminder
• 32:02
  that
• 32:02
  it's
• 32:03
  okay
• 32:03
  to
• 32:03
  give
• 32:04
  people
• 32:04
  something
• 32:04
  to
• 32:04
  do.
• 32:05
  It's
• 32:05
  okay
• 32:05
  to
• 32:05
  give
• 32:05
  them
• 32:06
  a
• 32:06
  job.
• 32:06
  People
• 32:07
  take
• 32:07
  a
• 32:07
  lot
• 32:07
  of
• 32:07
  pride.
• 32:08
  As
• 32:08
  long
• 32:09
  as
• 32:09
  the
• 32:09
  job
• 32:09
  is
• 32:09
  aligned
• 32:10
  with
• 32:10
  what
• 32:10
  their
• 32:10
  skill
• 32:10
  set
• 32:11
  is
• 32:11
  and
• 32:12
  it's
• 32:12
  something
• 32:12
  that
• 32:12
  they
• 32:12
  feel
• 32:13
  capable
• 32:14
  of,
• 32:14
  then
• 32:15
  and
• 32:15
  they
• 32:16
  can
• 32:16
  bring
• 32:16
  their
• 32:16
  kind
• 32:16
  of
• 32:17
  skills
• 32:17
  to
• 32:17
  the
• 32:17
  table,
• 32:18
  then
• 32:18
  people
• 32:18
  will
• 32:18
  take
• 32:18
  a
• 32:18
  lot
• 32:19
  of
• 32:19
  pride
• 32:19
  in
• 32:19
  that.
• 32:19
  It
• 32:19
  actually
• 32:20
  will
• 32:20
  give
• 32:20
  them
• 32:20
  meaning
• 32:21
  to
• 32:21
  have
• 32:22
  a
• 32:22
  job.
• 32:22
  I
• 32:22
  love
• 32:22
  that.
• 32:23
  And
• 32:23
  I
• 32:23
  actually
• 32:23
  went
• 32:23
  to
• 32:24
  a
• 32:24
  wedding
• 32:25
  where
• 32:25
  someone
• 32:25
  on
• 32:26
  the
• 32:26
  table
• 32:26
  was
• 32:26
  assigned
• 32:27
  a
• 32:27
  job.
• 32:27
  So
• 32:27
  when
• 32:27
  the
• 32:28
  food
• 32:28
  came
• 32:28
  out,
• 32:28
  the
• 32:28
  meat,
• 32:29
  the
• 32:29
  guy
• 32:29
  was
• 32:30
  getting
• 32:30
  married
• 32:30
  as
• 32:30
  a
• 32:30
  chef,
• 32:30
  and
• 32:31
  the
• 32:31
  meat
• 32:31
  came
• 32:31
  out
• 32:32
  not
• 32:32
  carved.
• 32:33
  And
• 32:33
  so
• 32:33
  someone
• 32:34
  on
• 32:34
  every
• 32:34
  table
• 32:34
  had
• 32:35
  to
• 32:35
  be
• 32:35
  assigned
• 32:36
  or
• 32:36
  was
• 32:36
  pre
• 32:36
  assigned
• 32:37
  to
• 32:37
  be
• 32:37
  the
• 32:38
  person
• 32:38
  that
• 32:38
  carved
• 32:38
  the
• 32:39
  meat
• 32:39
  for
• 32:39
  the
• 32:39
  table.
• 32:39
  And
• 32:40
  they'd
• 32:40
  bought
• 32:40
  them
• 32:40
  these
• 32:40
  big
• 32:41
  chef
• 32:41
  hats
• 32:41
  and
• 32:41
  a
• 32:41
  big
• 32:41
  apron,
• 32:42
  and
• 32:42
  it
• 32:42
  was
• 32:43
  this
• 32:43
  big
• 32:43
  surprise,
• 32:44
  and
• 32:44
  it
• 32:44
  was
• 32:44
  a
• 32:45
  great
• 32:45
  talking
• 32:45
  point
• 32:45
  because
• 32:46
  the
• 32:46
  person
• 32:46
  who'd
• 32:46
  been
• 32:47
  chosen
• 32:47
  is
• 32:47
  like,
• 32:47
  yeah,
• 32:48
  I've
• 32:48
  been
• 32:48
  chosen.
• 32:49
  And
• 32:49
  everyone
• 32:49
  else
• 32:49
  is
• 32:50
  like,
• 32:50
  why
• 32:50
  didn't
• 32:50
  I
• 32:50
  get
• 32:50
  chosen?
• 32:51
  Or,
• 32:51
  oh,
• 32:51
  I'm
• 32:52
  glad
• 32:52
  I
• 32:52
  didn't
• 32:52
  get
• 32:52
  chosen.
• 32:53
  And
• 32:53
  it
• 32:53
  was
• 32:53
  a
• 32:53
  really,
• 32:54
  again,
• 32:54
  a
• 32:54
  really
• 32:55
  memorable
• 32:55
  experience.
• 32:55
  So
• 32:56
  simple.
• 32:56
  Yeah.
• 32:57
  And
• 32:57
  they
• 32:57
  hadn't
• 32:57
  been
• 32:58
  told
• 32:58
  ahead
• 32:58
  of
• 32:58
  time.
• 32:59
  They
• 32:59
  just
• 32:59
  found
• 32:59
  out
• 32:59
  in
• 33:00
  the
• 33:00
  moment.
• 33:00
  But
• 33:00
  they
• 33:00
  knew
• 33:01
  their
• 33:01
  friends
• 33:01
  and
• 33:01
  family,
• 33:01
  so
• 33:02
  they
• 33:02
  knew
• 33:02
  the
• 33:02
  right
• 33:02
  people
• 33:02
  to.
• 33:03
  To
• 33:03
  pick.
• 33:03
  They
• 33:04
  had
• 33:04
  their
• 33:04
  reasons.
• 33:05
  And.
• 33:05
  And
• 33:05
  then
• 33:06
  they
• 33:06
  had,
• 33:06
  like,
• 33:06
  this
• 33:06
  big
• 33:06
  chef
• 33:07
  photo.
• 33:07
  So
• 33:08
  all
• 33:08
  the
• 33:08
  people
• 33:08
  had
• 33:08
  been
• 33:08
  assigned
• 33:09
  from
• 33:09
  each
• 33:09
  table
• 33:10
  when
• 33:10
  they
• 33:10
  had
• 33:10
  a
• 33:10
  photo
• 33:11
  together
• 33:11
  with
• 33:11
  the
• 33:11
  chef,
• 33:12
  who
• 33:12
  was
• 33:12
  also
• 33:12
  the
• 33:12
  groom.
• 33:13
  And
• 33:13
  yeah,
• 33:14
  it
• 33:14
  was
• 33:14
  a.
• 33:14
  It
• 33:14
  was
• 33:14
  a
• 33:14
  fabulous
• 33:15
  experience.
• 33:15
  So
• 33:15
  again,
• 33:16
  you
• 33:16
  can.
• 33:16
  You
• 33:16
  can
• 33:17
  see
• 33:17
  that
• 33:17
  coming
• 33:17
  into
• 33:18
  practice.
• 33:18
  Simple
• 33:19
  ideas
• 33:19
  that
• 33:20
  make
• 33:20
  big
• 33:20
  experiences.
• 33:21
  Exactly.
• 33:21
  You
• 33:22
  don't
• 33:22
  have
• 33:22
  to
• 33:22
  reinvent
• 33:23
  the
• 33:23
  wheel.
• 33:23
  Like,
• 33:23
  it's
• 33:24
  really
• 33:24
  a
• 33:25
  mindset
• 33:25
  shift
• 33:26
  where,
• 33:26
  where
• 33:26
  if
• 33:26
  you're
• 33:27
  really
• 33:27
  intentional
• 33:28
  about
• 33:28
  the
• 33:28
  feelings
• 33:29
  you
• 33:29
  want
• 33:29
  to
• 33:29
  create,
• 33:29
  you
• 33:30
  can
• 33:30
  find
• 33:30
  these
• 33:30
  little
• 33:31
  ways
• 33:31
  to
• 33:31
  create
• 33:31
  them.
• 33:32
  But
• 33:32
  I
• 33:32
  think
• 33:32
  the
• 33:32
  problem
• 33:32
  is
• 33:33
  sometimes
• 33:33
  yeah.
• 33:33
  People
• 33:33
  see
• 33:34
  trends
• 33:34
  and
• 33:34
  they
• 33:35
  just
• 33:35
  kind
• 33:35
  of
• 33:36
  go
• 33:36
  for
• 33:36
  it.
• 33:36
  It's
• 33:37
  not
• 33:37
  necessarily
• 33:38
  personally
• 33:38
  relevant
• 33:39
  to
• 33:39
  them
• 33:39
  or
• 33:39
  particularly
• 33:40
  meaningful
• 33:41
  to
• 33:41
  them.
• 33:41
  And
• 33:42
  that's
• 33:42
  why
• 33:42
  I
• 33:42
  think
• 33:42
  it's
• 33:42
  when
• 33:42
  you're
• 33:43
  choosing
• 33:43
  these
• 33:43
  kind
• 33:44
  of
• 33:44
  things
• 33:44
  to
• 33:44
  do
• 33:45
  that
• 33:45
  you're
• 33:46
  coming
• 33:46
  at
• 33:46
  it
• 33:46
  from
• 33:46
  the
• 33:46
  perspective
• 33:47
  of
• 33:47
  like,
• 33:47
  this
• 33:47
  is
• 33:47
  so
• 33:48
  us.
• 33:48
  Like
• 33:48
  what
• 33:49
  you
• 33:49
  just
• 33:49
  described
• 33:49
  with
• 33:49
  the
• 33:49
  chefs.
• 33:50
  This
• 33:50
  is
• 33:50
  so
• 33:50
  them.
• 33:51
  I'm
• 33:51
  sure,
• 33:51
  like,
• 33:51
  the
• 33:52
  guy's
• 33:52
  a
• 33:52
  chef.
• 33:52
  Like,
• 33:52
  this
• 33:53
  is
• 33:53
  so
• 33:53
  them.
• 33:54
  And
• 33:54
  that's
• 33:54
  what
• 33:54
  it
• 33:54
  should
• 33:54
  feel
• 33:55
  like.
• 33:55
  It
• 33:55
  should
• 33:55
  feel
• 33:55
  really
• 33:56
  personally
• 33:56
  relevant.
• 33:56
  Relevant.
• 33:57
  Okay,
• 33:57
  so
• 33:58
  a
• 33:58
  lot
• 33:58
  of
• 33:58
  what
• 33:58
  we've
• 33:58
  talked
• 33:58
  about
• 33:59
  is
• 33:59
  really
• 33:59
  relevant
• 34:00
  to
• 34:00
  people,
• 34:00
  particularly
• 34:00
  if
• 34:00
  they're
• 34:01
  planners,
• 34:01
  maybe
• 34:01
  if
• 34:02
  they're
• 34:02
  venues.
• 34:02
  But
• 34:03
  there'll
• 34:03
  be
• 34:03
  a
• 34:03
  lot
• 34:03
  of
• 34:03
  other
• 34:03
  people
• 34:04
  listening
• 34:04
  who
• 34:05
  are
• 34:05
  involved
• 34:05
  in
• 34:05
  the
• 34:05
  wedding
• 34:06
  day,
• 34:06
  but
• 34:06
  not
• 34:07
  in
• 34:07
  those
• 34:07
  roles.
• 34:07
  So
• 34:08
  florists
• 34:08
  and
• 34:08
  cake
• 34:09
  makers,
• 34:09
  and
• 34:10
  I
• 34:10
  know
• 34:10
  that
• 34:10
  a
• 34:10
  lot
• 34:10
  of
• 34:11
  them
• 34:11
  want
• 34:11
  to
• 34:11
  up
• 34:11
  level
• 34:12
  the
• 34:12
  experience
• 34:13
  that
• 34:13
  they
• 34:13
  are
• 34:13
  personally
• 34:14
  giving
• 34:14
  to
• 34:14
  their
• 34:15
  clients.
• 34:15
  So
• 34:16
  are
• 34:16
  there
• 34:16
  ways
• 34:16
  we
• 34:16
  can
• 34:17
  bring
• 34:17
  this
• 34:17
  idea
• 34:17
  of
• 34:18
  experience
• 34:19
  into
• 34:19
  those
• 34:19
  other
• 34:20
  roles,
• 34:20
  even
• 34:20
  if
• 34:21
  they're
• 34:21
  not,
• 34:21
  you
• 34:21
  know,
• 34:21
  overall
• 34:22
  in
• 34:22
  charge
• 34:22
  of
• 34:22
  the
• 34:22
  whole
• 34:23
  day?
• 34:23
  Yeah,
• 34:23
  absolutely.
• 34:24
  I
• 34:24
  mean,
• 34:24
  I
• 34:24
  think
• 34:25
  kind
• 34:25
  of
• 34:25
  experience
• 34:26
  design.
• 34:26
  I
• 34:27
  mean,
• 34:27
  when
• 34:27
  I
• 34:27
  took
• 34:27
  the
• 34:28
  course,
• 34:28
  I
• 34:29
  was
• 34:29
  coming
• 34:29
  at
• 34:29
  it
• 34:29
  from
• 34:30
  the
• 34:30
  perspective
• 34:30
  of
• 34:30
  customer
• 34:31
  experience,
• 34:32
  of
• 34:32
  designing
• 34:33
  an
• 34:33
  experience
• 34:34
  for
• 34:34
  customers.
• 34:35
  And
• 34:36
  again,
• 34:36
  it's
• 34:36
  really
• 34:36
  just
• 34:37
  kind
• 34:37
  of
• 34:37
  going
• 34:37
  through
• 34:38
  the
• 34:38
  whole
• 34:38
  journey
• 34:39
  from
• 34:40
  the
• 34:40
  moment
• 34:40
  people
• 34:41
  first
• 34:41
  hear
• 34:41
  about
• 34:41
  you
• 34:42
  to
• 34:42
  when
• 34:43
  you're,
• 34:43
  when
• 34:43
  they're
• 34:44
  connecting
• 34:44
  with
• 34:44
  you,
• 34:45
  when
• 34:45
  you're
• 34:45
  delivering
• 34:45
  your
• 34:46
  services,
• 34:46
  and
• 34:47
  then
• 34:47
  also,
• 34:48
  really
• 34:48
  intentionally
• 34:49
  how
• 34:49
  you're
• 34:49
  following
• 34:50
  up
• 34:50
  with
• 34:50
  them
• 34:51
  and
• 34:51
  what
• 34:51
  their
• 34:52
  takeaway
• 34:52
  is
• 34:53
  at
• 34:53
  the
• 34:53
  end
• 34:54
  and
• 34:54
  looking
• 34:54
  at
• 34:55
  each
• 34:55
  of
• 34:55
  those
• 34:55
  kind
• 34:55
  of
• 34:56
  points
• 34:56
  along,
• 34:56
  along
• 34:56
  the
• 34:57
  journey
• 34:57
  and
• 34:58
  thinking
• 34:58
  about,
• 34:58
  okay,
• 34:59
  how
• 34:59
  do
• 34:59
  I
• 34:59
  want
• 34:59
  people
• 34:59
  to
• 35:00
  feel
• 35:00
  at
• 35:00
  this
• 35:00
  point
• 35:01
  of
• 35:01
  the
• 35:01
  journey?
• 35:01
  How
• 35:01
  do
• 35:02
  I
• 35:02
  want
• 35:02
  them
• 35:02
  to
• 35:02
  feel
• 35:02
  when
• 35:02
  they
• 35:03
  first
• 35:03
  see
• 35:03
  my
• 35:03
  website
• 35:03
  or
• 35:04
  first
• 35:04
  hear
• 35:04
  about
• 35:05
  me?
• 35:06
  How
• 35:06
  do,
• 35:06
  how
• 35:06
  do
• 35:07
  I
• 35:07
  want
• 35:07
  them
• 35:07
  to
• 35:07
  feel
• 35:07
  when
• 35:08
  they
• 35:08
  walk
• 35:08
  into
• 35:08
  the
• 35:09
  room
• 35:09
  and
• 35:09
  see
• 35:09
  their
• 35:09
  flowers
• 35:10
  on
• 35:10
  the
• 35:10
  table?
• 35:10
  And
• 35:11
  then
• 35:11
  making
• 35:11
  sure
• 35:12
  that,
• 35:12
  you
• 35:12
  know,
• 35:12
  you're.
• 35:13
  You're
• 35:13
  kind
• 35:13
  of
• 35:13
  starting
• 35:14
  from
• 35:14
  there.
• 35:14
  And
• 35:14
  then,
• 35:15
  okay,
• 35:15
  how
• 35:15
  can
• 35:15
  I
• 35:15
  create
• 35:16
  little
• 35:16
  details
• 35:16
  of
• 35:17
  how,
• 35:17
  how
• 35:18
  to
• 35:18
  make
• 35:18
  people
• 35:19
  feel
• 35:19
  that
• 35:19
  way
• 35:20
  again?
• 35:21
  It's
• 35:21
  not
• 35:21
  really
• 35:21
  complicated.
• 35:22
  It's
• 35:22
  just
• 35:22
  a
• 35:23
  matter
• 35:23
  of
• 35:23
  shifting
• 35:24
  to
• 35:24
  thinking
• 35:25
  about
• 35:25
  the
• 35:25
  feelings
• 35:25
  first
• 35:26
  and
• 35:26
  then
• 35:26
  coming.
• 35:26
  Coming
• 35:27
  up
• 35:27
  with
• 35:27
  unique
• 35:28
  ways
• 35:28
  to
• 35:28
  sort
• 35:28
  of
• 35:28
  deliver
• 35:29
  these
• 35:29
  feelings.
• 35:30
  And
• 35:30
  that,
• 35:30
  that
• 35:31
  can
• 35:31
  be
• 35:31
  done
• 35:31
  at
• 35:32
  any
• 35:32
  point
• 35:32
  along
• 35:33
  the
• 35:33
  customer
• 35:33
  journey.
• 35:34
  It
• 35:34
  can
• 35:34
  be
• 35:35
  done
• 35:36
  for
• 35:36
  events
• 35:37
  and,
• 35:37
  and
• 35:38
  all
• 35:38
  of
• 35:38
  those
• 35:38
  kind
• 35:38
  of
• 35:38
  things.
• 35:39
  I
• 35:39
  mean,
• 35:39
  I
• 35:39
  do
• 35:39
  this
• 35:39
  with
• 35:40
  my
• 35:40
  kids.
• 35:40
  Birthday
• 35:40
  parties,
• 35:41
  you
• 35:41
  know,
• 35:41
  dinner
• 35:42
  parties.
• 35:42
  They're
• 35:43
  all,
• 35:43
  you
• 35:43
  know,
• 35:44
  experience
• 35:44
  designed
• 35:45
  in
• 35:45
  the
• 35:45
  same
• 35:45
  way.
• 35:46
  So
• 35:46
  let's
• 35:46
  talk
• 35:46
  about
• 35:46
  then
• 35:47
  the
• 35:47
  experience
• 35:47
  design
• 35:48
  of
• 35:48
  something
• 35:48
  away
• 35:48
  from
• 35:49
  the
• 35:49
  wedding,
• 35:49
  which
• 35:49
  would
• 35:50
  be
• 35:50
  maybe
• 35:50
  a
• 35:50
  consultation.
• 35:51
  So
• 35:51
  a
• 35:51
  lot
• 35:51
  of
• 35:52
  people
• 35:52
  will
• 35:53
  have
• 35:53
  couples
• 35:54
  come
• 35:54
  into
• 35:54
  a
• 35:54
  bridal
• 35:55
  shop
• 35:55
  or
• 35:55
  meet
• 35:55
  them
• 35:55
  on
• 35:56
  Zoom
• 35:56
  for
• 35:56
  a
• 35:56
  consultation
• 35:57
  or
• 35:57
  meet
• 35:58
  them
• 35:58
  in
• 35:58
  person
• 35:58
  for
• 35:59
  a
• 35:59
  coffee
• 35:59
  for
• 35:59
  a
• 35:59
  consultation.
• 36:00
  Is
• 36:01
  there
• 36:01
  ways
• 36:02
  that
• 36:02
  the.
• 36:02
  That
• 36:03
  vendor
• 36:03
  can
• 36:03
  up
• 36:04
  level
• 36:04
  that
• 36:05
  part
• 36:05
  of
• 36:05
  their
• 36:05
  own
• 36:06
  event?
• 36:06
  Absolutely.
• 36:08
  Like,
• 36:09
  this
• 36:09
  is
• 36:09
  a
• 36:09
  little
• 36:09
  bit
• 36:10
  off
• 36:10
  topic,
• 36:10
  but
• 36:11
  I
• 36:11
  remember
• 36:11
  a
• 36:11
  friend
• 36:11
  of
• 36:12
  mine
• 36:12
  is
• 36:12
  a
• 36:13
  coach,
• 36:13
  and
• 36:13
  we
• 36:14
  were,
• 36:14
  you
• 36:14
  know,
• 36:14
  talking
• 36:15
  about
• 36:15
  little
• 36:15
  ways
• 36:15
  that
• 36:15
  she
• 36:16
  could
• 36:16
  amplify
• 36:17
  her
• 36:17
  meetings
• 36:18
  with
• 36:18
  people
• 36:18
  and
• 36:19
  kind
• 36:19
  of
• 36:19
  give
• 36:19
  them
• 36:19
  something
• 36:20
  to
• 36:20
  take
• 36:20
  away.
• 36:21
  And
• 36:21
  so
• 36:21
  she
• 36:21
  would
• 36:22
  have
• 36:22
  the
• 36:22
  meet
• 36:22
  at
• 36:22
  her
• 36:22
  house
• 36:22
  and
• 36:23
  she
• 36:23
  would
• 36:23
  make
• 36:23
  them
• 36:23
  this
• 36:23
  custom
• 36:24
  blend
• 36:24
  of
• 36:25
  tea,
• 36:25
  and
• 36:25
  then
• 36:26
  she
• 36:26
  would
• 36:26
  give
• 36:26
  them
• 36:26
  this
• 36:27
  little
• 36:27
  gift
• 36:27
  as
• 36:27
  they
• 36:28
  left
• 36:28
  that
• 36:28
  was
• 36:29
  this
• 36:29
  custom
• 36:29
  blend
• 36:30
  of
• 36:30
  herbal
• 36:31
  tea
• 36:31
  that
• 36:31
  she
• 36:32
  made
• 36:32
  just
• 36:32
  for
• 36:32
  them.
• 36:33
  And
• 36:33
  it,
• 36:33
  you
• 36:34
  know,
• 36:34
  based
• 36:34
  on
• 36:34
  something
• 36:35
  that
• 36:35
  maybe
• 36:35
  she
• 36:36
  asked
• 36:36
  them
• 36:36
  during
• 36:36
  the
• 36:37
  intake
• 36:37
  questionnaire,
• 36:38
  like,
• 36:38
  what's,
• 36:39
  what's
• 36:39
  your
• 36:40
  personal
• 36:40
  strength
• 36:40
  or
• 36:41
  something.
• 36:41
  I.
• 36:41
  I
• 36:41
  don't
• 36:42
  remember
• 36:42
  exactly
• 36:42
  what
• 36:43
  the
• 36:43
  initial
• 36:43
  question
• 36:43
  was,
• 36:44
  but
• 36:44
  I
• 36:44
  know
• 36:44
  that
• 36:44
  the,
• 36:45
  the
• 36:45
  tea
• 36:45
  that
• 36:45
  she
• 36:46
  created
• 36:46
  in
• 36:46
  some
• 36:47
  way
• 36:47
  tied
• 36:47
  back
• 36:48
  to
• 36:48
  something
• 36:49
  that
• 36:49
  she
• 36:49
  knew
• 36:49
  about
• 36:50
  them
• 36:50
  personally.
• 36:51
  And
• 36:51
  then
• 36:51
  they,
• 36:51
  they
• 36:51
  got
• 36:51
  this.
• 36:52
  So
• 36:52
  there
• 36:52
  was
• 36:52
  this
• 36:53
  little
• 36:53
  kind
• 36:53
  of
• 36:53
  tea
• 36:53
  ritual
• 36:54
  during
• 36:54
  the
• 36:54
  meeting,
• 36:55
  and
• 36:55
  then
• 36:55
  there
• 36:56
  was
• 36:56
  the
• 36:56
  takeaway,
• 36:56
  which
• 36:57
  was
• 36:58
  this
• 36:58
  gift
• 36:59
  of
• 36:59
  having
• 36:59
  this
• 37:00
  tea
• 37:00
  that
• 37:00
  they
• 37:00
  can,
• 37:01
  they
• 37:01
  can
• 37:01
  bring
• 37:01
  home.
• 37:02
  And
• 37:02
  so
• 37:02
  these
• 37:03
  little
• 37:03
  details
• 37:03
  that
• 37:03
  you
• 37:04
  can
• 37:04
  kind
• 37:04
  of
• 37:04
  work
• 37:04
  into
• 37:05
  your
• 37:05
  process.
• 37:07
  Like,
• 37:07
  again,
• 37:07
  it
• 37:07
  doesn't
• 37:08
  really
• 37:08
  cost
• 37:08
  a
• 37:08
  lot
• 37:08
  of
• 37:09
  money
• 37:09
  to
• 37:09
  make
• 37:09
  a
• 37:09
  custom
• 37:10
  tea
• 37:10
  blend
• 37:10
  if
• 37:10
  you
• 37:10
  have
• 37:11
  all
• 37:11
  of
• 37:11
  the
• 37:11
  things.
• 37:11
  Like
• 37:12
  it's,
• 37:12
  you
• 37:12
  know,
• 37:12
  it's
• 37:13
  really
• 37:13
  a
• 37:13
  very
• 37:14
  easy
• 37:15
  thing
• 37:15
  to
• 37:15
  create,
• 37:16
  but
• 37:16
  it
• 37:16
  has
• 37:16
  a
• 37:16
  really
• 37:17
  big
• 37:17
  impact.
• 37:19
  Actually
• 37:19
  had
• 37:19
  a
• 37:19
  meeting
• 37:20
  with
• 37:20
  another
• 37:20
  experienced
• 37:21
  designer
• 37:21
  recently
• 37:22
  that
• 37:22
  we're
• 37:22
  collaborating,
• 37:23
  and
• 37:23
  she
• 37:23
  gifted
• 37:23
  me
• 37:24
  a
• 37:24
  bar
• 37:25
  of
• 37:25
  chocolate.
• 37:25
  And
• 37:25
  it
• 37:25
  had
• 37:26
  this
• 37:27
  like
• 37:27
  a
• 37:27
  conversation
• 37:28
  question
• 37:28
  or
• 37:28
  reflection
• 37:29
  question?
• 37:29
  A
• 37:30
  little
• 37:30
  card
• 37:30
  with
• 37:30
  a
• 37:30
  reflection
• 37:31
  question.
• 37:32
  And
• 37:32
  she's
• 37:32
  like,
• 37:32
  this
• 37:32
  is
• 37:33
  what
• 37:33
  we
• 37:33
  can
• 37:33
  talk
• 37:33
  about
• 37:33
  the
• 37:34
  next
• 37:34
  time
• 37:34
  we
• 37:34
  meet.
• 37:34
  And
• 37:35
  I
• 37:35
  thought
• 37:35
  that
• 37:35
  was
• 37:35
  really
• 37:35
  beautiful.
• 37:37
  So,
• 37:37
  of
• 37:37
  course,
• 37:37
  there
• 37:37
  are
• 37:38
  just
• 37:38
  little
• 37:38
  details
• 37:38
  that
• 37:38
  you
• 37:39
  can
• 37:39
  work
• 37:39
  in.
• 37:39
  And
• 37:39
  I
• 37:39
  think
• 37:40
  it's.
• 37:40
  It's
• 37:40
  really
• 37:40
  especially
• 37:42
  impactful
• 37:42
  when
• 37:43
  it,
• 37:43
  it
• 37:43
  all
• 37:44
  kind
• 37:44
  of
• 37:44
  ties
• 37:44
  together
• 37:45
  in
• 37:45
  some
• 37:45
  way.
• 37:46
  So
• 37:46
  you
• 37:46
  have
• 37:46
  the
• 37:46
  initial
• 37:47
  email
• 37:47
  and
• 37:47
  you
• 37:48
  take
• 37:48
  something
• 37:48
  from
• 37:48
  there
• 37:49
  there
• 37:49
  that
• 37:50
  you
• 37:50
  create
• 37:52
  an
• 37:52
  object.
• 37:52
  Or
• 37:54
  another
• 37:55
  thing
• 37:56
  that's
• 37:56
  very
• 37:56
  similar
• 37:56
  is
• 37:57
  I
• 37:58
  once
• 37:58
  was
• 37:58
  at
• 37:58
  a
• 37:59
  design
• 37:59
  experience
• 37:59
  where
• 38:00
  they
• 38:00
  asked
• 38:00
  us
• 38:00
  what
• 38:00
  our
• 38:00
  superpower
• 38:01
  was.
• 38:02
  And
• 38:02
  I
• 38:02
  think
• 38:02
  I
• 38:02
  said
• 38:03
  mine
• 38:03
  was
• 38:03
  empathy.
• 38:04
  And
• 38:04
  then
• 38:04
  later
• 38:04
  I
• 38:05
  got
• 38:05
  this
• 38:05
  candle
• 38:06
  that
• 38:07
  said,
• 38:08
  when
• 38:08
  you
• 38:08
  need
• 38:08
  a
• 38:09
  moment
• 38:09
  of
• 38:09
  empathy,
• 38:10
  light
• 38:10
  this
• 38:10
  candle.
• 38:11
  And
• 38:11
  so
• 38:11
  it
• 38:11
  tied
• 38:12
  back
• 38:12
  to
• 38:12
  something
• 38:12
  personal
• 38:13
  about
• 38:13
  me.
• 38:13
  So
• 38:14
  that
• 38:14
  felt
• 38:14
  very
• 38:14
  bespoke
• 38:15
  in
• 38:15
  a
• 38:15
  way.
• 38:16
  And
• 38:16
  so
• 38:16
  you
• 38:16
  can
• 38:16
  create
• 38:17
  these
• 38:17
  really
• 38:17
  bespoke
• 38:18
  moments
• 38:18
  that
• 38:18
  are,
• 38:19
  it's
• 38:19
  more
• 38:19
  meaningful
• 38:20
  to
• 38:20
  someone
• 38:21
  if
• 38:21
  it
• 38:21
  feels
• 38:21
  really
• 38:21
  personalized.
• 38:22
  So,
• 38:22
  and
• 38:23
  that
• 38:23
  can
• 38:23
  start
• 38:23
  at
• 38:23
  like
• 38:23
  the
• 38:23
  intake
• 38:24
  questionnaire.
• 38:25
  Like
• 38:25
  what
• 38:25
  are
• 38:25
  you
• 38:25
  actually
• 38:25
  asking
• 38:26
  people?
• 38:27
  Are
• 38:27
  you
• 38:27
  just
• 38:27
  asking
• 38:27
  them
• 38:27
  practical
• 38:28
  questions
• 38:28
  or
• 38:28
  are
• 38:29
  you
• 38:29
  actually
• 38:29
  trying
• 38:29
  to
• 38:29
  get
• 38:30
  to
• 38:30
  know
• 38:30
  them
• 38:30
  a
• 38:30
  little
• 38:30
  bit?
• 38:31
  And
• 38:31
  then
• 38:31
  what
• 38:31
  are
• 38:31
  you
• 38:31
  doing
• 38:32
  with
• 38:32
  that
• 38:32
  information
• 38:32
  once
• 38:33
  you
• 38:33
  have
• 38:33
  it?
• 38:33
  You
• 38:33
  know,
• 38:34
  are
• 38:34
  you
• 38:34
  tailoring
• 38:34
  things
• 38:35
  to
• 38:35
  be
• 38:35
  very
• 38:35
  personal?
• 38:37
  You
• 38:37
  know,
• 38:37
  so
• 38:37
  details
• 38:38
  like
• 38:38
  that
• 38:38
  can
• 38:39
  really
• 38:39
  amplify
• 38:39
  the
• 38:39
  customer
• 38:40
  experience.
• 38:41
  I
• 38:41
  think
• 38:41
  a
• 38:42
  lot
• 38:42
  of
• 38:42
  these
• 38:42
  details
• 38:43
  typically
• 38:44
  sit
• 38:45
  at
• 38:45
  the
• 38:45
  more
• 38:45
  luxury
• 38:46
  end
• 38:46
  of
• 38:46
  the
• 38:46
  market.
• 38:47
  And
• 38:47
  I
• 38:47
  think
• 38:47
  when
• 38:47
  people
• 38:48
  obviously
• 38:48
  getting
• 38:48
  paid
• 38:48
  more,
• 38:49
  they're
• 38:49
  giving
• 38:50
  more
• 38:50
  luxury
• 38:51
  details.
• 38:51
  Do
• 38:51
  you
• 38:51
  think
• 38:51
  there's
• 38:52
  a
• 38:52
  place
• 38:52
  though
• 38:52
  for
• 38:53
  this
• 38:53
  experiential
• 38:54
  design
• 38:55
  in
• 38:55
  all
• 38:55
  areas
• 38:56
  of
• 38:56
  the
• 38:56
  market
• 38:56
  or
• 38:56
  do
• 38:57
  you
• 38:57
  think
• 38:57
  it
• 38:57
  really
• 38:57
  is
• 38:57
  just
• 38:57
  for
• 38:57
  luxury?
• 38:58
  I
• 38:58
  absolutely
• 38:59
  think
• 38:59
  that
• 38:59
  there's
• 38:59
  room
• 39:00
  for
• 39:00
  it
• 39:00
  in
• 39:00
  every
• 39:01
  area.
• 39:01
  I
• 39:01
  mean,
• 39:01
  I
• 39:02
  do
• 39:02
  think
• 39:02
  that
• 39:02
  it
• 39:02
  is
• 39:02
  an
• 39:03
  important
• 39:03
  aspect
• 39:03
  of
• 39:04
  the
• 39:04
  luxury
• 39:04
  market
• 39:04
  and
• 39:05
  I
• 39:05
  call
• 39:05
  it
• 39:05
  invisible
• 39:06
  luxury.
• 39:06
  It's
• 39:06
  all
• 39:07
  the
• 39:07
  things
• 39:07
  that
• 39:08
  you
• 39:08
  can't
• 39:08
  see
• 39:09
  and
• 39:09
  touch,
• 39:09
  but
• 39:09
  that
• 39:09
  leave
• 39:10
  that
• 39:10
  kind
• 39:10
  of
• 39:10
  impression.
• 39:11
  And
• 39:11
  of
• 39:11
  course
• 39:11
  it's
• 39:12
  an
• 39:12
  important
• 39:12
  part
• 39:12
  of
• 39:13
  delivering
• 39:13
  on
• 39:13
  luxury.
• 39:14
  But
• 39:15
  like
• 39:15
  the
• 39:15
  detail,
• 39:16
  you
• 39:16
  know,
• 39:16
  the
• 39:16
  examples
• 39:17
  that
• 39:17
  I
• 39:17
  just
• 39:17
  gave,
• 39:17
  they
• 39:18
  really
• 39:18
  don't
• 39:18
  cost
• 39:19
  very
• 39:19
  much
• 39:19
  to
• 39:20
  implement,
• 39:20
  if
• 39:20
  anything.
• 39:21
  And
• 39:21
  so
• 39:21
  of
• 39:22
  course
• 39:22
  anybody
• 39:22
  can
• 39:23
  use
• 39:23
  these
• 39:23
  things
• 39:24
  to
• 39:24
  deliver
• 39:25
  a
• 39:25
  more
• 39:25
  luxury
• 39:26
  version
• 39:26
  of
• 39:26
  what
• 39:26
  they're
• 39:27
  already
• 39:27
  delivering.
• 39:28
  It
• 39:28
  doesn't
• 39:28
  cost
• 39:28
  anything
• 39:29
  to
• 39:29
  get
• 39:29
  to
• 39:30
  know
• 39:30
  someone,
• 39:30
  to
• 39:31
  ask
• 39:31
  more
• 39:31
  questions
• 39:33
  and,
• 39:33
  and
• 39:34
  then
• 39:34
  to
• 39:34
  use
• 39:34
  that
• 39:35
  information
• 39:35
  to
• 39:35
  kind
• 39:35
  of
• 39:36
  tailor
• 39:36
  the
• 39:36
  way
• 39:36
  that
• 39:36
  you
• 39:36
  talk
• 39:37
  to
• 39:37
  that
• 39:37
  person.
• 39:38
  And
• 39:38
  so
• 39:38
  you
• 39:38
  can
• 39:39
  do
• 39:39
  a
• 39:39
  lot
• 39:39
  of
• 39:39
  these
• 39:39
  things
• 39:39
  without
• 39:40
  a
• 39:41
  big
• 39:41
  budget.
• 39:42
  And
• 39:42
  in
• 39:43
  fact,
• 39:43
  like,
• 39:43
  I
• 39:43
  think
• 39:43
  experience
• 39:44
  design
• 39:44
  can
• 39:45
  be
• 39:45
  applied
• 39:45
  to
• 39:45
  weddings
• 39:46
  at
• 39:46
  any
• 39:46
  budget.
• 39:46
  A
• 39:47
  lot
• 39:47
  of
• 39:47
  the
• 39:47
  ideas
• 39:47
  that
• 39:48
  I
• 39:48
  come
• 39:48
  with,
• 39:48
  come
• 39:49
  up
• 39:49
  with
• 39:49
  don't
• 39:49
  cost
• 39:50
  anything
• 39:50
  to
• 39:51
  implement.
• 39:51
  It
• 39:52
  doesn't
• 39:52
  cost
• 39:52
  anything
• 39:52
  to
• 39:52
  have
• 39:53
  a
• 39:53
  sing
• 39:53
  along
• 39:53
  to,
• 39:54
  you
• 39:54
  know,
• 39:54
  Bon
• 39:54
  Jovi
• 39:55
  and,
• 39:55
  or
• 39:56
  any
• 39:56
  than
• 39:56
  more
• 39:57
  than
• 39:57
  you're
• 39:57
  already
• 39:57
  spending.
• 39:58
  And
• 39:58
  so
• 39:58
  there
• 39:58
  are
• 39:58
  a
• 39:59
  lot
• 39:59
  of
• 39:59
  ways
• 40:00
  to
• 40:00
  work
• 40:01
  in
• 40:01
  experience
• 40:01
  design
• 40:02
  that
• 40:02
  leaves
• 40:02
  a
• 40:02
  really
• 40:02
  lasting
• 40:03
  impact
• 40:03
  and
• 40:03
  does
• 40:04
  feel
• 40:04
  very
• 40:04
  luxury
• 40:05
  without
• 40:05
  it
• 40:06
  actually
• 40:06
  adding
• 40:07
  to
• 40:07
  the
• 40:07
  budget.
• 40:07
  Is
• 40:08
  there
• 40:08
  people
• 40:08
  listening
• 40:08
  and
• 40:09
  they're
• 40:09
  thinking,
• 40:09
  right,
• 40:09
  I
• 40:09
  really
• 40:10
  get
• 40:10
  this,
• 40:10
  Julie.
• 40:10
  I
• 40:10
  really
• 40:11
  like
• 40:11
  the
• 40:11
  idea
• 40:12
  of
• 40:12
  this.
• 40:12
  I
• 40:13
  want
• 40:13
  to
• 40:13
  bring
• 40:13
  something
• 40:13
  into
• 40:13
  my
• 40:14
  own
• 40:14
  business.
• 40:15
  Where
• 40:15
  should
• 40:16
  they
• 40:16
  start?
• 40:16
  Like
• 40:17
  what
• 40:17
  could
• 40:17
  they
• 40:17
  go
• 40:17
  and
• 40:17
  do
• 40:18
  now
• 40:18
  to
• 40:19
  start
• 40:19
  thinking
• 40:19
  or
• 40:20
  doing
• 40:20
  more
• 40:20
  of
• 40:21
  this?
• 40:21
  Yeah,
• 40:21
  I
• 40:21
  mean,
• 40:22
  there's
• 40:22
  a
• 40:22
  lot
• 40:22
  of
• 40:22
  information
• 40:23
  out
• 40:23
  there,
• 40:23
  I
• 40:24
  mean
• 40:24
  a
• 40:25
  ton
• 40:25
  of
• 40:25
  books
• 40:25
  about
• 40:26
  experience
• 40:26
  design.
• 40:28
  I
• 40:28
  mean,
• 40:29
  I'm
• 40:29
  sure
• 40:29
  You
• 40:29
  know,
• 40:29
  the
• 40:29
  book
• 40:30
  the
• 40:30
  Art
• 40:30
  of
• 40:30
  Gathering
• 40:30
  that
• 40:31
  also
• 40:31
  has
• 40:31
  a
• 40:31
  lot
• 40:31
  of
• 40:31
  details
• 40:32
  about
• 40:32
  experience
• 40:33
  design
• 40:33
  in
• 40:33
  there.
• 40:35
  And
• 40:35
  I
• 40:36
  also
• 40:36
  have
• 40:37
  a
• 40:37
  substack
• 40:38
  called
• 40:38
  Design
• 40:38
  for
• 40:38
  Connection
• 40:39
  where
• 40:39
  I
• 40:39
  share
• 40:39
  like
• 40:40
  a
• 40:40
  lot
• 40:40
  of
• 40:40
  my
• 40:40
  insights
• 40:41
  about
• 40:41
  experience
• 40:42
  design
• 40:42
  and
• 40:44
  different
• 40:44
  ways
• 40:44
  to,
• 40:45
  you
• 40:45
  know,
• 40:45
  just
• 40:46
  sort
• 40:46
  of
• 40:46
  shift
• 40:46
  the
• 40:46
  mindset
• 40:47
  a
• 40:47
  little
• 40:47
  bit
• 40:48
  from,
• 40:48
  you
• 40:48
  know,
• 40:49
  thinking
• 40:49
  about
• 40:49
  purely
• 40:50
  the
• 40:50
  details
• 40:50
  and
• 40:50
  the
• 40:51
  logistics
• 40:51
  to
• 40:51
  thinking
• 40:51
  about
• 40:52
  the
• 40:52
  feelings
• 40:52
  and
• 40:52
  emotions
• 40:53
  and
• 40:53
  making
• 40:53
  sure
• 40:54
  that
• 40:54
  that's
• 40:54
  part
• 40:54
  of
• 40:54
  the
• 40:54
  process
• 40:55
  as.
• 40:57
  So
• 40:57
  I
• 40:57
  would
• 40:57
  just
• 40:57
  recommend
• 40:58
  kind
• 40:58
  of
• 40:58
  reading
• 40:58
  up
• 40:58
  on
• 40:59
  the
• 40:59
  topic
• 40:59
  and
• 41:00
  I
• 41:01
  think
• 41:01
  it's
• 41:01
  really
• 41:01
  interesting
• 41:02
  and
• 41:02
  there's,
• 41:02
  there's
• 41:02
  definitely
• 41:03
  a
• 41:03
  lot
• 41:03
  out
• 41:03
  there
• 41:04
  and
• 41:05
  it's
• 41:05
  like
• 41:06
  you
• 41:06
  said,
• 41:06
  it's
• 41:06
  kind
• 41:06
  of
• 41:06
  an
• 41:07
  experience
• 41:07
  economy
• 41:08
  right
• 41:08
  now
• 41:08
  and
• 41:08
  there's
• 41:09
  a
• 41:09
  lot
• 41:09
  of
• 41:09
  this
• 41:09
  experience
• 41:10
  stuff
• 41:10
  happening.
• 41:10
  And
• 41:11
  it's
• 41:11
  really
• 41:11
  surprising
• 41:12
  to
• 41:12
  me
• 41:12
  that
• 41:13
  it's
• 41:13
  not
• 41:13
  happening
• 41:14
  more
• 41:14
  in
• 41:15
  the
• 41:15
  event
• 41:15
  industry.
• 41:16
  It,
• 41:16
  of
• 41:17
  course
• 41:17
  it
• 41:17
  is
• 41:17
  happening
• 41:18
  some,
• 41:19
  but
• 41:19
  there's
• 41:20
  not
• 41:20
  a
• 41:20
  lot
• 41:20
  of
• 41:20
  wedding
• 41:21
  experience
• 41:22
  designers
• 41:22
  like
• 41:22
  myself
• 41:23
  right
• 41:23
  now
• 41:23
  in
• 41:23
  the
• 41:23
  industry.
• 41:23
  And
• 41:24
  I
• 41:24
  think
• 41:24
  that
• 41:25
  that's
• 41:25
  going
• 41:25
  to
• 41:25
  be
• 41:25
  kind
• 41:25
  of
• 41:25
  the
• 41:26
  next,
• 41:26
  next
• 41:27
  field
• 41:27
  in
• 41:27
  weddings.
• 41:28
  Like,
• 41:28
  you
• 41:28
  know,
• 41:28
  a
• 41:28
  couple
• 41:28
  years
• 41:28
  ago
• 41:29
  no
• 41:29
  one
• 41:29
  knew
• 41:29
  what
• 41:29
  a
• 41:29
  content
• 41:30
  creator
• 41:30
  was
• 41:30
  and
• 41:31
  now,
• 41:31
  you
• 41:31
  know,
• 41:31
  you
• 41:32
  see
• 41:32
  them
• 41:32
  in
• 41:32
  every
• 41:32
  directory.
• 41:33
  And
• 41:34
  I
• 41:34
  think,
• 41:34
  I
• 41:34
  think
• 41:35
  experience
• 41:35
  design
• 41:35
  is
• 41:36
  kind
• 41:36
  of
• 41:36
  the
• 41:36
  next
• 41:37
  frontier
• 41:37
  of
• 41:37
  where
• 41:38
  weddings
• 41:38
  are
• 41:38
  going.
• 41:39
  I
• 41:39
  think
• 41:39
  it's
• 41:39
  really
• 41:39
  important
• 41:40
  and
• 41:40
  not
• 41:40
  just
• 41:41
  in
• 41:41
  the
• 41:42
  wedding
• 41:42
  and
• 41:42
  event
• 41:42
  space,
• 41:43
  I
• 41:43
  think
• 41:43
  in
• 41:43
  all
• 41:44
  spaces.
• 41:45
  So
• 41:45
  for
• 41:45
  example,
• 41:45
  next
• 41:46
  year
• 41:46
  I'm
• 41:46
  hosting
• 41:47
  my
• 41:47
  first
• 41:47
  in
• 41:47
  person
• 41:48
  conference.
• 41:49
  And
• 41:49
  one
• 41:50
  of
• 41:50
  the
• 41:50
  things
• 41:50
  that's
• 41:50
  really
• 41:51
  heavy
• 41:51
  on
• 41:51
  my
• 41:51
  mind
• 41:52
  and
• 41:52
  I've
• 41:52
  been
• 41:52
  saying
• 41:52
  in
• 41:53
  my
• 41:53
  marketing
• 41:53
  is
• 41:53
  I
• 41:54
  don't
• 41:54
  want
• 41:54
  this
• 41:54
  to
• 41:54
  be
• 41:54
  a
• 41:54
  dry,
• 41:55
  boring
• 41:55
  conference.
• 41:56
  I
• 41:56
  want
• 41:56
  this
• 41:56
  to
• 41:56
  be,
• 41:57
  to
• 41:57
  be
• 41:57
  an
• 41:57
  experience.
• 41:58
  Now
• 41:59
  practically
• 42:00
  in
• 42:00
  that
• 42:01
  setting,
• 42:01
  in
• 42:01
  a
• 42:01
  corporate
• 42:02
  setting,
• 42:02
  do
• 42:03
  the
• 42:03
  same
• 42:03
  things
• 42:03
  apply
• 42:04
  what
• 42:04
  makes
• 42:04
  a
• 42:05
  good
• 42:05
  experience
• 42:05
  in
• 42:06
  that
• 42:06
  kind
• 42:06
  of
• 42:06
  place?
• 42:07
  Yeah,
• 42:07
  that's
• 42:07
  a
• 42:07
  good
• 42:07
  question.
• 42:08
  Actually
• 42:08
  started
• 42:08
  out
• 42:09
  before
• 42:09
  I
• 42:09
  got
• 42:09
  back
• 42:09
  into
• 42:10
  weddings.
• 42:10
  I
• 42:10
  was
• 42:10
  doing
• 42:11
  corporate
• 42:11
  events
• 42:11
  and
• 42:12
  culinary
• 42:12
  events
• 42:13
  and
• 42:14
  the,
• 42:15
  my
• 42:15
  niche
• 42:16
  in
• 42:16
  the
• 42:16
  corporate
• 42:16
  event
• 42:17
  world
• 42:17
  was
• 42:17
  actually
• 42:18
  designing
• 42:19
  big
• 42:20
  conferences
• 42:21
  for
• 42:22
  introverts
• 42:22
  because
• 42:23
  I
• 42:23
  myself
• 42:24
  am
• 42:24
  an
• 42:24
  introvert.
• 42:24
  And
• 42:25
  I
• 42:25
  would
• 42:25
  always
• 42:25
  feel
• 42:25
  really
• 42:26
  overwhelmed
• 42:26
  going
• 42:27
  to
• 42:27
  these
• 42:27
  conferences
• 42:27
  because,
• 42:28
  because
• 42:28
  the
• 42:29
  number
• 42:29
  one
• 42:29
  reason
• 42:29
  people
• 42:30
  say
• 42:30
  that
• 42:30
  they
• 42:30
  go
• 42:30
  to
• 42:31
  conferences
• 42:31
  is
• 42:32
  to
• 42:32
  meet
• 42:32
  people
• 42:32
  and
• 42:32
  to
• 42:33
  make
• 42:33
  connections
• 42:33
  and
• 42:33
  to
• 42:34
  network.
• 42:34
  But
• 42:35
  conferences
• 42:36
  aren't
• 42:36
  really
• 42:36
  designed
• 42:36
  for
• 42:37
  that.
• 42:37
  They're
• 42:37
  designed
• 42:37
  for
• 42:37
  the
• 42:38
  speakers.
• 42:38
  And
• 42:39
  I
• 42:39
  noticed
• 42:40
  when
• 42:40
  I
• 42:40
  would
• 42:40
  go
• 42:40
  to
• 42:40
  conferences
• 42:41
  I
• 42:41
  would
• 42:41
  feel
• 42:41
  really
• 42:42
  overwhelmed
• 42:43
  and
• 42:43
  intimidated
• 42:44
  to
• 42:44
  make
• 42:44
  the
• 42:45
  connections.
• 42:46
  And
• 42:46
  so
• 42:46
  I
• 42:47
  started
• 42:47
  working
• 42:47
  on
• 42:47
  ways
• 42:48
  to
• 42:48
  design
• 42:49
  for,
• 42:50
  I
• 42:51
  would
• 42:51
  say,
• 42:51
  removing
• 42:51
  the
• 42:51
  friction,
• 42:52
  the
• 42:52
  social
• 42:53
  friction.
• 42:53
  And
• 42:54
  so
• 42:55
  there's
• 42:55
  a
• 42:55
  lot
• 42:55
  of
• 42:55
  ways
• 42:55
  to
• 42:56
  do
• 42:56
  this,
• 42:56
  creating
• 42:57
  Kind
• 42:57
  of
• 42:57
  quiet
• 42:57
  spaces
• 42:58
  and
• 42:58
  different
• 42:58
  places
• 42:59
  where
• 42:59
  people
• 42:59
  can
• 42:59
  kind
• 42:59
  of
• 43:00
  come
• 43:00
  away.
• 43:01
  I
• 43:01
  went
• 43:01
  to
• 43:01
  a
• 43:01
  conference
• 43:02
  last
• 43:03
  year
• 43:03
  in
• 43:03
  Morocco
• 43:04
  for
• 43:04
  the
• 43:04
  House
• 43:04
  of
• 43:04
  Beautiful
• 43:05
  Business.
• 43:05
  And
• 43:05
  they
• 43:05
  had
• 43:05
  this
• 43:06
  little
• 43:06
  side
• 43:06
  room
• 43:06
  where
• 43:07
  they
• 43:07
  had
• 43:07
  this
• 43:07
  table,
• 43:08
  and
• 43:09
  you
• 43:09
  could
• 43:09
  sit
• 43:09
  across.
• 43:10
  You
• 43:10
  could
• 43:10
  sit
• 43:10
  at
• 43:11
  the
• 43:11
  table,
• 43:11
  and
• 43:11
  then
• 43:11
  someone
• 43:12
  could
• 43:12
  come
• 43:12
  and
• 43:12
  sit
• 43:12
  across
• 43:13
  from
• 43:13
  you
• 43:13
  and
• 43:13
  sit
• 43:14
  in
• 43:14
  the
• 43:14
  other
• 43:14
  chair,
• 43:15
  and
• 43:15
  you
• 43:15
  would
• 43:15
  pick
• 43:16
  a
• 43:16
  conversation
• 43:17
  question
• 43:17
  out
• 43:17
  of
• 43:17
  this
• 43:17
  little
• 43:18
  cup.
• 43:18
  And
• 43:19
  it
• 43:19
  was
• 43:19
  really
• 43:19
  magical.
• 43:20
  I
• 43:20
  had
• 43:20
  this
• 43:20
  really
• 43:21
  magical
• 43:21
  connection
• 43:22
  with
• 43:22
  this
• 43:22
  woman
• 43:23
  sitting
• 43:23
  across
• 43:23
  from
• 43:23
  me,
• 43:24
  and
• 43:24
  she
• 43:24
  was
• 43:24
  a
• 43:24
  total
• 43:24
  stranger.
• 43:25
  I
• 43:25
  never
• 43:25
  saw
• 43:25
  her
• 43:26
  again,
• 43:26
  but
• 43:26
  it
• 43:26
  was
• 43:26
  a
• 43:26
  really
• 43:27
  magical
• 43:27
  moment
• 43:28
  of
• 43:28
  connection,
• 43:29
  and
• 43:29
  it
• 43:29
  was
• 43:29
  away
• 43:29
  from
• 43:29
  the
• 43:30
  crowd.
• 43:30
  And
• 43:31
  so
• 43:31
  little
• 43:32
  things
• 43:32
  like
• 43:32
  that
• 43:32
  are
• 43:32
  really
• 43:33
  wonderful.
• 43:33
  I
• 43:34
  also
• 43:34
  think
• 43:35
  my
• 43:35
  favorite
• 43:35
  thing
• 43:36
  to
• 43:36
  do
• 43:36
  at
• 43:36
  conferences
• 43:36
  is
• 43:37
  putting
• 43:37
  something
• 43:38
  on
• 43:38
  the
• 43:39
  name
• 43:39
  tag
• 43:40
  that
• 43:40
  gives
• 43:40
  people
• 43:41
  an
• 43:41
  icebreaker,
• 43:42
  like
• 43:42
  a
• 43:42
  natural
• 43:42
  icebreaker.
• 43:43
  So
• 43:44
  I
• 43:45
  did
• 43:45
  an
• 43:45
  event
• 43:45
  once
• 43:45
  where
• 43:46
  we
• 43:46
  did
• 43:46
  visual
• 43:46
  name
• 43:47
  tags
• 43:47
  where
• 43:47
  they
• 43:47
  had
• 43:47
  little
• 43:48
  symbols
• 43:48
  on
• 43:48
  them.
• 43:49
  There
• 43:49
  were
• 43:49
  three
• 43:49
  questions
• 43:50
  people
• 43:50
  had
• 43:50
  to
• 43:50
  answer
• 43:51
  before
• 43:51
  they
• 43:51
  got
• 43:51
  their
• 43:52
  name
• 43:52
  tag.
• 43:52
  And
• 43:53
  the
• 43:53
  way
• 43:53
  that
• 43:53
  they
• 43:53
  answered
• 43:54
  each
• 43:54
  question
• 43:54
  gave
• 43:55
  them
• 43:55
  a
• 43:55
  different
• 43:55
  symbol
• 43:56
  for
• 43:56
  these
• 43:56
  three
• 43:56
  different
• 43:57
  areas.
• 43:58
  And
• 43:58
  then
• 43:58
  you
• 43:59
  could
• 43:59
  look
• 43:59
  at
• 43:59
  the
• 43:59
  other
• 43:59
  person's
• 44:00
  name
• 44:00
  tag,
• 44:00
  and
• 44:00
  you
• 44:00
  could
• 44:00
  immediately
• 44:01
  see
• 44:01
  what
• 44:01
  you
• 44:02
  had
• 44:02
  in
• 44:02
  common
• 44:02
  with
• 44:02
  them.
• 44:03
  And
• 44:03
  it
• 44:03
  also
• 44:03
  had
• 44:03
  a
• 44:04
  number
• 44:04
  of
• 44:04
  how
• 44:04
  many
• 44:04
  people
• 44:05
  they
• 44:05
  felt
• 44:05
  comfortable
• 44:06
  talking
• 44:06
  to
• 44:06
  in
• 44:06
  a
• 44:07
  group.
• 44:07
  So
• 44:07
  some
• 44:07
  people
• 44:08
  had
• 44:08
  a
• 44:08
  lot
• 44:08
  of
• 44:08
  dots,
• 44:08
  so
• 44:09
  you
• 44:09
  could
• 44:09
  approach
• 44:09
  them
• 44:09
  and
• 44:10
  if
• 44:10
  they
• 44:10
  were
• 44:10
  already
• 44:10
  talking
• 44:11
  to
• 44:11
  other
• 44:11
  people
• 44:11
  and
• 44:11
  not
• 44:11
  feel
• 44:12
  like
• 44:12
  you
• 44:12
  were
• 44:12
  intruding.
• 44:13
  If,
• 44:13
  you
• 44:13
  know,
• 44:13
  you
• 44:13
  saw
• 44:14
  two
• 44:14
  people
• 44:14
  and
• 44:14
  each
• 44:14
  of
• 44:14
  them
• 44:15
  only
• 44:15
  had
• 44:15
  two
• 44:15
  dots,
• 44:16
  maybe
• 44:16
  you
• 44:16
  would,
• 44:16
  you
• 44:16
  know,
• 44:17
  not
• 44:17
  butt
• 44:17
  into
• 44:18
  that
• 44:18
  group.
• 44:19
  But
• 44:19
  it
• 44:20
  created
• 44:20
  a
• 44:20
  natural
• 44:20
  icebreaker
• 44:21
  of
• 44:21
  like,
• 44:21
  oh,
• 44:22
  here's
• 44:22
  something
• 44:22
  we
• 44:23
  have
• 44:23
  in
• 44:23
  common.
• 44:23
  Oh,
• 44:23
  you
• 44:23
  have
• 44:24
  this.
• 44:24
  I
• 44:24
  have
• 44:24
  this,
• 44:24
  too.
• 44:24
  And.
• 44:25
  And
• 44:25
  then.
• 44:26
  And
• 44:26
  start
• 44:26
  talking
• 44:27
  about
• 44:27
  that.
• 44:27
  Or
• 44:28
  you
• 44:28
  could
• 44:28
  have
• 44:28
  a
• 44:28
  name
• 44:28
  tag
• 44:28
  that
• 44:29
  says
• 44:29
  something
• 44:29
  like,
• 44:29
  tuck
• 44:30
  to
• 44:30
  me
• 44:30
  about
• 44:30
  cats,
• 44:31
  or
• 44:31
  whatever
• 44:31
  your
• 44:32
  passion
• 44:32
  is
• 44:32
  that,
• 44:32
  you
• 44:33
  know,
• 44:33
  you
• 44:33
  can
• 44:33
  talk
• 44:33
  a
• 44:34
  lot
• 44:34
  about.
• 44:34
  And
• 44:35
  it.
• 44:35
  It
• 44:35
  just
• 44:35
  removes
• 44:36
  some
• 44:36
  of
• 44:36
  that
• 44:36
  social
• 44:36
  friction
• 44:37
  of
• 44:37
  walking
• 44:37
  up
• 44:37
  to
• 44:37
  a
• 44:37
  complete
• 44:38
  stranger
• 44:38
  and
• 44:38
  having
• 44:39
  no
• 44:39
  idea,
• 44:39
  like,
• 44:40
  what
• 44:40
  to
• 44:40
  say.
• 44:41
  And,
• 44:41
  you
• 44:41
  know,
• 44:41
  then
• 44:41
  in
• 44:42
  those
• 44:42
  situations,
• 44:42
  you
• 44:42
  end
• 44:43
  up
• 44:43
  just
• 44:43
  asking
• 44:43
  the
• 44:43
  same
• 44:44
  things,
• 44:44
  like,
• 44:44
  oh,
• 44:44
  where
• 44:44
  are
• 44:44
  you
• 44:45
  from?
• 44:45
  Like,
• 44:45
  you
• 44:45
  know,
• 44:45
  what
• 44:46
  do
• 44:46
  you
• 44:46
  do?
• 44:46
  And,
• 44:47
  you
• 44:47
  know,
• 44:47
  at
• 44:47
  some
• 44:48
  point,
• 44:48
  those
• 44:48
  questions
• 44:48
  are
• 44:49
  just
• 44:49
  really
• 44:49
  boring,
• 44:50
  and,
• 44:50
  you
• 44:50
  know,
• 44:50
  we're
• 44:51
  tired
• 44:51
  of
• 44:51
  answering
• 44:52
  them,
• 44:52
  and
• 44:52
  we
• 44:52
  have
• 44:52
  this
• 44:53
  kind
• 44:53
  of
• 44:53
  canned
• 44:53
  response,
• 44:54
  and
• 44:54
  it
• 44:54
  doesn't
• 44:55
  really
• 44:55
  tell
• 44:55
  you
• 44:55
  anything
• 44:56
  about
• 44:56
  the
• 44:56
  person.
• 44:56
  And
• 44:57
  so
• 44:57
  anyways,
• 44:58
  that
• 44:58
  you
• 44:58
  can
• 44:58
  kind
• 44:58
  of
• 44:59
  get
• 44:59
  past
• 44:59
  that
• 45:00
  sort
• 45:00
  of
• 45:00
  initial
• 45:01
  awkwardness
• 45:02
  and
• 45:02
  sort
• 45:02
  of
• 45:02
  get
• 45:02
  a
• 45:02
  little
• 45:03
  bit
• 45:03
  deeper
• 45:03
  and
• 45:03
  create
• 45:05
  deeper
• 45:05
  conversations
• 45:06
  or,
• 45:06
  you
• 45:06
  know,
• 45:06
  really
• 45:07
  nice
• 45:07
  things
• 45:07
  to
• 45:07
  do
• 45:08
  at
• 45:08
  a
• 45:08
  conference.
• 45:08
  But
• 45:09
  you
• 45:09
  know,
• 45:09
  you
• 45:09
  can
• 45:09
  use
• 45:09
  these
• 45:10
  at
• 45:10
  weddings
• 45:10
  as
• 45:10
  well.
• 45:10
  I
• 45:11
  think
• 45:11
  these
• 45:11
  are
• 45:11
  sort
• 45:11
  of
• 45:11
  universal,
• 45:13
  just
• 45:13
  ways
• 45:13
  to
• 45:14
  remove
• 45:15
  social
• 45:15
  friction.
• 45:16
  And
• 45:16
  I
• 45:16
  think
• 45:16
  it's
• 45:17
  interesting
• 45:17
  because
• 45:17
  I
• 45:17
  think
• 45:18
  people
• 45:18
  listening
• 45:18
  as
• 45:19
  business
• 45:19
  owners
• 45:19
  will
• 45:19
  resonate
• 45:20
  with
• 45:20
  what
• 45:20
  you're
• 45:21
  saying
• 45:21
  about
• 45:21
  going
• 45:21
  to
• 45:22
  a
• 45:22
  conference.
• 45:22
  And
• 45:22
  they'll
• 45:22
  see
• 45:23
  themselves
• 45:23
  in
• 45:23
  that
• 45:23
  situation
• 45:24
  and
• 45:24
  be
• 45:24
  thinking,
• 45:24
  thinking,
• 45:25
  oh,
• 45:25
  I
• 45:25
  wish
• 45:25
  everyone
• 45:26
  designed
• 45:26
  an
• 45:27
  experience
• 45:27
  that
• 45:27
  was
• 45:28
  helpful
• 45:28
  to
• 45:28
  me.
• 45:29
  And
• 45:29
  if
• 45:29
  you
• 45:29
  are
• 45:30
  listening
• 45:30
  and
• 45:30
  resonating
• 45:30
  with
• 45:31
  that,
• 45:31
  realize
• 45:31
  that's
• 45:32
  also
• 45:32
  how
• 45:33
  guests
• 45:33
  may
• 45:34
  be
• 45:34
  feeling
• 45:34
  at
• 45:34
  a
• 45:34
  wedding.
• 45:35
  And
• 45:35
  therefore
• 45:35
  that's
• 45:36
  why
• 45:36
  this
• 45:36
  experience
• 45:37
  stuff
• 45:37
  is
• 45:37
  so
• 45:38
  important.
• 45:38
  It's
• 45:38
  not
• 45:38
  just
• 45:39
  about
• 45:39
  how
• 45:39
  it
• 45:39
  looks.
• 45:40
  So
• 45:40
  much
• 45:40
  of
• 45:40
  it
• 45:40
  is,
• 45:41
  and
• 45:41
  we
• 45:41
  said
• 45:41
  it's
• 45:41
  cliche,
• 45:42
  but
• 45:42
  so
• 45:42
  much
• 45:42
  of
• 45:42
  it
• 45:42
  is
• 45:43
  about
• 45:43
  how
• 45:43
  you
• 45:43
  feel,
• 45:43
  how
• 45:44
  you
• 45:44
  feel
• 45:44
  in
• 45:44
  a
• 45:44
  space,
• 45:45
  how
• 45:45
  you
• 45:45
  feel
• 45:45
  when
• 45:46
  you
• 45:46
  enter
• 45:46
  a
• 45:46
  space,
• 45:47
  how
• 45:47
  you
• 45:47
  feel
• 45:47
  when
• 45:47
  you
• 45:48
  leave
• 45:48
  a
• 45:48
  space.
• 45:48
  And
• 45:49
  I
• 45:49
  think
• 45:49
  all
• 45:49
  of
• 45:49
  us
• 45:50
  need
• 45:50
  to
• 45:50
  be
• 45:50
  paying
• 45:51
  way
• 45:51
  more
• 45:51
  attention
• 45:52
  to
• 45:52
  how
• 45:52
  we
• 45:53
  bring
• 45:53
  that
• 45:53
  in,
• 45:53
  whether
• 45:54
  it's
• 45:54
  in
• 45:54
  the
• 45:54
  customer
• 45:55
  journey
• 45:55
  part,
• 45:55
  whether
• 45:56
  it's
• 45:56
  on
• 45:56
  the
• 45:56
  wedding
• 45:57
  day
• 45:57
  itself.
• 45:57
  And
• 45:58
  I
• 45:58
  think
• 45:58
  you're
• 45:58
  right.
• 45:58
  I
• 45:58
  think
• 45:59
  experiential
• 46:00
  design
• 46:01
  is
• 46:01
  definitely,
• 46:01
  like
• 46:02
  I
• 46:02
  said,
• 46:02
  I'm
• 46:02
  talking
• 46:02
  about
• 46:02
  it
• 46:03
  as
• 46:03
  a
• 46:03
  hot
• 46:03
  trend
• 46:04
  marketing
• 46:04
  wise
• 46:04
  at
• 46:05
  the
• 46:05
  moment.
• 46:06
  I
• 46:06
  see
• 46:06
  it
• 46:06
  coming
• 46:06
  and
• 46:07
  I
• 46:07
  think
• 46:07
  the
• 46:07
  people
• 46:07
  who
• 46:07
  embrace
• 46:08
  it
• 46:08
  early
• 46:08
  and
• 46:09
  bring
• 46:09
  it
• 46:09
  into
• 46:09
  their
• 46:09
  businesses
• 46:10
  absolutely
• 46:11
  will
• 46:11
  stand
• 46:11
  out
• 46:11
  from
• 46:12
  their
• 46:12
  competition
• 46:12
  as
• 46:13
  well.
• 46:13
  So
• 46:14
  where
• 46:14
  do
• 46:14
  you
• 46:14
  think
• 46:14
  the
• 46:14
  industry
• 46:15
  is
• 46:15
  going
• 46:15
  next
• 46:15
  then?
• 46:16
  Julie,
• 46:16
  We've
• 46:16
  said
• 46:16
  that
• 46:17
  we
• 46:17
  think
• 46:17
  experiential
• 46:18
  design
• 46:18
  is
• 46:19
  coming.
• 46:19
  What
• 46:19
  are
• 46:20
  your
• 46:20
  predictions
• 46:20
  for
• 46:20
  the
• 46:20
  future?
• 46:21
  Yeah,
• 46:21
  I
• 46:21
  mean,
• 46:22
  like,
• 46:22
  because
• 46:23
  I
• 46:23
  teach
• 46:23
  more
• 46:23
  in
• 46:24
  the
• 46:24
  sort
• 46:24
  of
• 46:24
  corporate
• 46:24
  end
• 46:25
  of
• 46:25
  things
• 46:25
  and
• 46:25
  I
• 46:25
  do
• 46:25
  see
• 46:25
  a
• 46:26
  lot
• 46:26
  of
• 46:26
  trends
• 46:26
  there
• 46:26
  as
• 46:26
  well.
• 46:27
  I
• 46:27
  think
• 46:27
  it's
• 46:28
  kind
• 46:28
  of
• 46:28
  now
• 46:28
  already
• 46:29
  moving
• 46:29
  from
• 46:29
  an
• 46:29
  experience
• 46:31
  market
• 46:31
  to
• 46:31
  a
• 46:31
  transformation
• 46:32
  market.
• 46:33
  People
• 46:33
  are
• 46:33
  looking
• 46:33
  for
• 46:34
  transformation,
• 46:35
  they
• 46:35
  want
• 46:35
  to
• 46:35
  be
• 46:35
  transformed.
• 46:36
  And
• 46:36
  I
• 46:37
  think
• 46:37
  experience
• 46:37
  design
• 46:38
  can
• 46:38
  deliver
• 46:38
  that
• 46:38
  well,
• 46:39
  like,
• 46:39
  as
• 46:39
  well.
• 46:39
  Like,
• 46:40
  I
• 46:40
  think
• 46:40
  you
• 46:40
  can
• 46:40
  go
• 46:40
  to
• 46:41
  a
• 46:41
  wedding
• 46:41
  and
• 46:41
  it
• 46:41
  can
• 46:41
  be
• 46:41
  a
• 46:42
  transformational
• 46:42
  experience,
• 46:43
  or
• 46:43
  you
• 46:43
  can
• 46:43
  go
• 46:43
  to
• 46:44
  a
• 46:44
  conference
• 46:44
  and
• 46:44
  it
• 46:44
  can
• 46:44
  be
• 46:45
  a
• 46:45
  transformational
• 46:45
  experience.
• 46:46
  But
• 46:47
  I
• 46:47
  think
• 46:47
  it
• 46:47
  really
• 46:48
  takes
• 46:48
  a
• 46:48
  lot
• 46:48
  of
• 46:48
  intention
• 46:49
  and
• 46:49
  really
• 46:50
  thoughtful
• 46:50
  planning
• 46:50
  to
• 46:51
  make
• 46:51
  that
• 46:51
  happen.
• 46:51
  And
• 46:51
  I
• 46:52
  think
• 46:52
  people
• 46:52
  take
• 46:52
  for
• 46:52
  granted
• 46:53
  that
• 46:53
  it
• 46:53
  doesn't
• 46:54
  happen
• 46:54
  automatically
• 46:55
  if
• 46:55
  you
• 46:56
  just
• 46:56
  get
• 46:56
  the
• 46:56
  right
• 46:56
  people
• 46:56
  into
• 46:57
  the
• 46:57
  room
• 46:57
  together.
• 46:58
  Like,
• 46:58
  we
• 46:58
  want
• 46:59
  to
• 46:59
  believe
• 46:59
  that
• 46:59
  that's
• 46:59
  how
• 46:59
  it
• 47:00
  work.
• 47:00
  It
• 47:01
  doesn't.
• 47:01
  You
• 47:01
  really
• 47:01
  have
• 47:01
  to
• 47:02
  remove
• 47:02
  the
• 47:03
  friction,
• 47:03
  help
• 47:03
  people
• 47:04
  connect
• 47:04
  and
• 47:05
  design
• 47:05
  these
• 47:05
  moments
• 47:06
  that
• 47:06
  will
• 47:06
  stick
• 47:06
  with
• 47:06
  them.
• 47:07
  And
• 47:07
  a
• 47:07
  lot
• 47:07
  of
• 47:07
  this
• 47:07
  stuff,
• 47:08
  you're
• 47:08
  right,
• 47:08
  goes
• 47:08
  on
• 47:09
  behind
• 47:09
  the
• 47:09
  scenes.
• 47:09
  And
• 47:10
  I
• 47:10
  think
• 47:10
  people
• 47:10
  don't
• 47:11
  realize
• 47:11
  how
• 47:11
  much
• 47:11
  thought
• 47:12
  and
• 47:12
  energy
• 47:13
  goes
• 47:13
  into
• 47:13
  creating
• 47:14
  a
• 47:15
  good
• 47:15
  experience
• 47:16
  and
• 47:16
  people
• 47:16
  try
• 47:16
  and
• 47:16
  replicate
• 47:17
  things
• 47:17
  without
• 47:18
  that
• 47:18
  thought
• 47:18
  and
• 47:19
  energy
• 47:19
  behind
• 47:19
  them
• 47:19
  and
• 47:20
  realize
• 47:20
  this
• 47:21
  isn't
• 47:21
  as
• 47:21
  easy
• 47:21
  as
• 47:21
  it
• 47:22
  looks.
• 47:22
  So
• 47:22
  I
• 47:22
  encourage
• 47:23
  everyone
• 47:23
  listening
• 47:24
  to
• 47:24
  dig
• 47:24
  a
• 47:24
  bit
• 47:24
  deeper,
• 47:25
  look
• 47:25
  at
• 47:25
  what
• 47:25
  you
• 47:25
  do
• 47:26
  yourself,
• 47:26
  and
• 47:26
  to
• 47:27
  really
• 47:27
  think
• 47:27
  about
• 47:28
  bringing
• 47:28
  in
• 47:28
  this
• 47:29
  experience.
• 47:30
  And
• 47:30
  then
• 47:30
  maybe
• 47:30
  one
• 47:31
  day
• 47:31
  is
• 47:31
  going
• 47:31
  to
• 47:31
  be
• 47:31
  a
• 47:31
  transformative
• 47:32
  experience
• 47:32
  that
• 47:33
  we're
• 47:33
  looking
• 47:33
  at
• 47:33
  as
• 47:34
  well.
• 47:34
  Julie,
• 47:34
  it's
• 47:34
  been
• 47:35
  such
• 47:35
  a
• 47:35
  pleasure
• 47:35
  hearing
• 47:36
  more
• 47:36
  about
• 47:36
  what
• 47:36
  you
• 47:37
  do,
• 47:37
  getting
• 47:37
  to
• 47:38
  know
• 47:38
  you
• 47:38
  a
• 47:38
  bit
• 47:38
  more.
• 47:38
  If
• 47:39
  people
• 47:39
  want
• 47:39
  to
• 47:39
  find
• 47:39
  out
• 47:39
  more
• 47:40
  about
• 47:40
  you,
• 47:40
  find
• 47:41
  out
• 47:41
  more
• 47:41
  about
• 47:41
  your
• 47:41
  work.
• 47:42
  Where
• 47:42
  are
• 47:42
  the
• 47:42
  best
• 47:42
  places
• 47:43
  for
• 47:43
  them
• 47:43
  to
• 47:43
  find
• 47:44
  you?
• 47:44
  Yeah,
• 47:44
  my
• 47:45
  website
• 47:45
  is
• 47:45
  the
• 47:46
  experiential
• 47:47
  wedding.com
• 47:48
  and
• 47:49
  my
• 47:50
  Instagram
• 47:50
  as
• 47:50
  well
• 47:50
  as
• 47:51
  the
• 47:51
  Experiential
• 47:51
  wedding.
• 47:52
  And
• 47:53
  I
• 47:53
  have
• 47:53
  a
• 47:53
  substack
• 47:54
  called
• 47:54
  Designed
• 47:55
  for
• 47:56
  Incredible.
• 47:56
  I
• 47:56
  will
• 47:56
  make
• 47:56
  sure
• 47:57
  I
• 47:57
  put
• 47:57
  all
• 47:57
  of
• 47:57
  those
• 47:57
  links
• 47:58
  in
• 47:59
  the
• 47:59
  show
• 47:59
  notes
• 47:59
  so
• 47:59
  people
• 48:00
  can
• 48:00
  go
• 48:00
  and
• 48:00
  find
• 48:00
  out
• 48:01
  more.
• 48:01
  But
• 48:02
  yeah,
• 48:02
  it's
• 48:03
  been
• 48:03
  fascinating.
• 48:03
  It'll
• 48:04
  be
• 48:04
  interesting
• 48:04
  to
• 48:04
  see
• 48:05
  where
• 48:05
  this
• 48:05
  goes
• 48:06
  and
• 48:06
  maybe
• 48:06
  we'll
• 48:06
  have
• 48:06
  to
• 48:06
  have
• 48:07
  you
• 48:07
  back
• 48:07
  on
• 48:07
  again
• 48:08
  in
• 48:08
  the
• 48:08
  future
• 48:09
  when
• 48:09
  things
• 48:09
  change
• 48:10
  for
• 48:10
  a
• 48:10
  second
• 48:11
  time
• 48:11
  into
• 48:11
  this
• 48:11
  transformative
• 48:12
  experience
• 48:13
  so
• 48:13
  we
• 48:13
  can
• 48:13
  talk
• 48:13
  about
• 48:14
  where
• 48:14
  the
• 48:14
  industry's
• 48:15
  going
• 48:16
  in
• 48:16
  2026,
• 48:17
  2027
• 48:18
  and
• 48:18
  beyond.
• 48:19
  It's
• 48:19
  been
• 48:19
  such
• 48:19
  a
• 48:19
  pleasure.
• 48:20
  Thank
• 48:20
  you
• 48:20
  so
• 48:20
  much
• 48:20
  for
• 48:21
  your
• 48:21
  time
• 48:21
  and
• 48:21
  I
• 48:21
  hope
• 48:21
  that
• 48:22
  we
• 48:22
  get
• 48:22
  to
• 48:22
  see
• 48:22
  each
• 48:22
  other
• 48:22
  somewhere
• 48:23
  very
• 48:23
  soon.
• 48:23
  Yeah,
• 48:24
  me
• 48:24
  too.
• 48:24
  Thanks
• 48:25
  for
• 48:25
  having
• 48:25
  me.
• 48:25
  What
• 48:26
  a
• 48:26
  fascinating
• 48:26
  conversation.
• 48:27
  I
• 48:27
  know
• 48:28
  that
• 48:28
  I'm
• 48:28
  really
• 48:29
  interested
• 48:30
  in
• 48:30
  this
• 48:30
  experiential
• 48:31
  design
• 48:31
  and
• 48:31
  I
• 48:31
  know
• 48:31
  that
• 48:32
  you
• 48:32
  guys
• 48:32
  should
• 48:32
  be
• 48:32
  too.
• 48:33
  So
• 48:33
  if
• 48:33
  you've
• 48:33
  listened
• 48:33
  to
• 48:34
  this
• 48:34
  and
• 48:34
  this
• 48:34
  is
• 48:34
  totally
• 48:35
  new
• 48:35
  to
• 48:35
  you,
• 48:36
  do
• 48:36
  something
• 48:36
  simple.
• 48:37
  Just
• 48:37
  sit
• 48:37
  back,
• 48:37
  map
• 48:38
  out
• 48:38
  your
• 48:38
  own
• 48:39
  journey
• 48:39
  that
• 48:39
  you
• 48:39
  work
• 48:40
  through
• 48:40
  with
• 48:40
  customers
• 48:41
  at
• 48:41
  the
• 48:41
  moment
• 48:41
  and
• 48:41
  look
• 48:41
  at
• 48:42
  how
• 48:42
  you
• 48:42
  could
• 48:42
  just
• 48:42
  bring
• 48:42
  elements
• 48:43
  into
• 48:44
  it
• 48:44
  to
• 48:44
  give
• 48:45
  your
• 48:45
  customers
• 48:45
  a
• 48:46
  better
• 48:46
  experience.
• 48:46
  Go
• 48:47
  and
• 48:47
  check
• 48:47
  out
• 48:47
  that
• 48:47
  substack,
• 48:48
  look
• 48:48
  up
• 48:48
  all
• 48:49
  of
• 48:49
  Julie's
• 48:49
  resources,
• 48:50
  and
• 48:50
  I
• 48:50
  hope
• 48:51
  that
• 48:51
  you
• 48:51
  can
• 48:51
  come
• 48:51
  back
• 48:52
  to
• 48:52
  me
• 48:52
  and
• 48:52
  show
• 48:52
  me
• 48:53
  what
• 48:53
  you've
• 48:53
  done
• 48:53
  to
• 48:54
  make
• 48:54
  people
• 48:54
  people's
• 48:54
  experiences
• 48:55
  better.
• 48:55
  I'll
• 48:56
  see
• 48:56
  you
• 48:56
  all
• 48:56
  next
• 48:56
  time.