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"Someone's watching over you" - And We're COMFORTABLE With It (Here's Why) · Private Equity Data Guy

• 0:00
  How
• 0:00
  are
• 0:00
  you
• 0:00
  producing
• 0:01
  your
• 0:01
  content
• 0:01
  and
• 0:01
  where
• 0:02
  are
• 0:02
  you
• 0:02
  meeting
• 0:02
  them?
• 0:03
  Meet
• 0:03
  people
• 0:04
  where
• 0:04
  they
• 0:04
  are,
• 0:05
  meet
• 0:05
  them
• 0:06
  in
• 0:06
  a
• 0:06
  place.
• 0:06
  This
• 0:07
  is
• 0:07
  a
• 0:07
  tragedy
• 0:07
  of
• 0:07
  the
• 0:07
  common
• 0:08
  joy.
• 0:08
  We're
• 0:08
  all
• 0:08
  so
• 0:08
  desperate
• 0:09
  for
• 0:09
  the
• 0:10
  full
• 0:10
  picture
• 0:10
  of
• 0:10
  data
• 0:10
  on
• 0:11
  someone
• 0:11
  that
• 0:11
  we
• 0:11
  actually
• 0:12
  end
• 0:12
  up
• 0:12
  sacrificing
• 0:12
  the
• 0:13
  user
• 0:13
  experience.
• 0:13
  For
• 0:14
  in
• 0:14
  some
• 0:14
  cases,
• 0:14
  data
• 0:15
  is
• 0:15
  always
• 0:16
  directional.
• 0:16
  It
• 0:17
  gives
• 0:17
  you
• 0:17
  the
• 0:17
  guidance
• 0:18
  to
• 0:18
  go
• 0:19
  in
• 0:19
  a
• 0:19
  certain
• 0:19
  path
• 0:20
  and
• 0:20
  then
• 0:21
  you
• 0:21
  continue
• 0:21
  to
• 0:21
  test
• 0:22
  and
• 0:22
  learn
• 0:22
  and
• 0:22
  experiment
• 0:23
  to
• 0:23
  make
• 0:23
  sure
• 0:23
  whether
• 0:23
  that's
• 0:23
  working
• 0:24
  or
• 0:24
  not.
• 0:24
  This
• 0:25
  is
• 0:25
  the
• 0:25
  Scale
• 0:25
  youe
• 0:26
  Business
• 0:26
  With
• 0:26
  Data
• 0:27
  podcast
• 0:27
  with
• 0:28
  Graham
• 0:28
  Crawford
• 0:29
  of
• 0:29
  Crawford
• 0:29
  macmillan.
• 0:30
  You're
• 0:30
  now
• 0:31
  listening
• 0:31
  to
• 0:31
  the
• 0:31
  only
• 0:31
  podcast
• 0:32
  that
• 0:32
  is
• 0:32
  designed
• 0:33
  from
• 0:33
  the
• 0:33
  ground
• 0:33
  up
• 0:33
  to
• 0:34
  bring
• 0:34
  you
• 0:34
  insights
• 0:34
  and
• 0:35
  stories
• 0:35
  from
• 0:35
  real
• 0:36
  data
• 0:36
  experts.
• 0:37
  You'll
• 0:37
  learn
• 0:38
  how
• 0:38
  to
• 0:38
  use
• 0:38
  the
• 0:38
  power
• 0:38
  of
• 0:39
  data
• 0:39
  to
• 0:39
  take
• 0:39
  your
• 0:39
  business
• 0:39
  to
• 0:40
  the
• 0:40
  next
• 0:40
  level.
• 0:40
  With
• 0:41
  Graham
• 0:41
  and
• 0:41
  his
• 0:42
  guests,
• 0:42
  they're
• 0:43
  also
• 0:43
  going
• 0:43
  to
• 0:43
  show
• 0:43
  you
• 0:44
  how
• 0:44
  the
• 0:44
  data
• 0:44
  is
• 0:44
  often
• 0:45
  the
• 0:45
  gold
• 0:45
  hidden
• 0:45
  in
• 0:46
  plain
• 0:46
  sight
• 0:46
  and
• 0:46
  how
• 0:47
  it
• 0:47
  will
• 0:47
  unblock
• 0:48
  the
• 0:48
  road
• 0:48
  to
• 0:48
  growth
• 0:49
  ahead.
• 0:49
  With
• 0:50
  the
• 0:50
  clarity
• 0:50
  of
• 0:50
  vision
• 0:51
  and
• 0:51
  inspiring
• 0:51
  leadership
• 0:52
  of
• 0:52
  change,
• 0:52
  your
• 0:53
  business
• 0:53
  should
• 0:53
  be
• 0:53
  able
• 0:54
  to
• 0:54
  make
• 0:54
  multimillion
• 0:55
  dollar
• 0:55
  decisions
• 0:56
  in
• 0:56
  minutes,
• 0:57
  not
• 0:57
  months.
• 0:58
  So
• 0:58
  let's
• 0:58
  get
• 0:59
  started.
• 0:59
  Thanks
• 1:00
  for
• 1:00
  listening.
• 1:01
  Hello
• 1:01
  everyone.
• 1:01
  Welcome
• 1:02
  back
• 1:02
  to
• 1:02
  Scaly
• 1:02
  Business
• 1:03
  with
• 1:03
  Data.
• 1:03
  And
• 1:03
  today
• 1:03
  I'm
• 1:04
  joined
• 1:04
  by
• 1:04
  old
• 1:04
  friend
• 1:05
  and
• 1:05
  colleague
• 1:05
  of
• 1:05
  mine,
• 1:06
  Sukhi
• 1:06
  Sahni,
• 1:06
  who
• 1:07
  is
• 1:07
  a
• 1:07
  seasoned
• 1:07
  Morcom
• 1:08
  leader
• 1:08
  and
• 1:08
  expert.
• 1:08
  With
• 1:09
  20
• 1:09
  years
• 1:09
  of
• 1:10
  experience
• 1:10
  in
• 1:10
  shaping
• 1:11
  narratives
• 1:11
  and
• 1:11
  leading
• 1:12
  transformation
• 1:12
  for
• 1:12
  big
• 1:13
  brands,
• 1:13
  she
• 1:14
  has
• 1:14
  revolutionized
• 1:15
  her
• 1:15
  corporate
• 1:15
  America
• 1:16
  thinks
• 1:16
  about
• 1:16
  data
• 1:16
  driven
• 1:17
  storytelling.
• 1:17
  From
• 1:17
  her
• 1:17
  journey
• 1:18
  as
• 1:18
  an
• 1:18
  immigrant
• 1:18
  who
• 1:18
  pivoted
• 1:19
  her
• 1:19
  dreams
• 1:19
  of
• 1:19
  broadcast
• 1:20
  journalism
• 1:20
  to
• 1:21
  becoming
• 1:21
  one
• 1:21
  of
• 1:21
  the
• 1:22
  top
• 1:22
  innovators
• 1:22
  in
• 1:22
  communications,
• 1:23
  Suki
• 1:24
  has
• 1:24
  spent
• 1:24
  her
• 1:24
  career
• 1:25
  proving
• 1:25
  that
• 1:25
  when
• 1:26
  you
• 1:26
  combine
• 1:26
  authentic
• 1:27
  human
• 1:27
  connection
• 1:27
  with
• 1:28
  strategic
• 1:28
  data
• 1:28
  insights,
• 1:29
  you
• 1:29
  don't
• 1:29
  just
• 1:30
  communicate
• 1:30
  better,
• 1:30
  you
• 1:31
  drive
• 1:31
  real,
• 1:31
  tangible
• 1:32
  business
• 1:32
  outcomes.
• 1:33
  Suki
• 1:34
  is
• 1:35
  glittering
• 1:35
  with
• 1:36
  honors.
• 1:36
  She
• 1:36
  has
• 1:37
  been
• 1:37
  recognized
• 1:37
  as
• 1:37
  a
• 1:38
  global
• 1:38
  innovator.
• 1:38
  She
• 1:39
  teaches
• 1:39
  at
• 1:39
  Georgetown
• 1:40
  and
• 1:41
  overall
• 1:41
  offers
• 1:41
  a
• 1:41
  fascinating
• 1:42
  perspective
• 1:42
  on
• 1:43
  how
• 1:43
  data
• 1:43
  doesn't
• 1:44
  replace
• 1:44
  the
• 1:44
  human
• 1:44
  element
• 1:45
  in
• 1:45
  communication,
• 1:46
  but
• 1:46
  amplifies
• 1:46
  it.
• 1:47
  And
• 1:47
  what
• 1:47
  I
• 1:47
  love
• 1:47
  about
• 1:47
  Suki's
• 1:48
  approach,
• 1:48
  as
• 1:48
  well
• 1:48
  as
• 1:49
  the
• 1:49
  wonderful
• 1:49
  person
• 1:49
  that
• 1:49
  she
• 1:50
  is,
• 1:50
  is
• 1:51
  how
• 1:51
  she
• 1:51
  has
• 1:51
  managed
• 1:52
  to
• 1:52
  scale
• 1:52
  intimate
• 1:53
  personal
• 1:53
  storytelling
• 1:54
  across
• 1:54
  massive
• 1:54
  corporate
• 1:55
  struct.
• 1:55
  And
• 1:56
  today
• 1:56
  we're
• 1:56
  going
• 1:56
  to
• 1:56
  dive
• 1:56
  into
• 1:57
  exactly
• 1:57
  how
• 1:58
  she
• 1:58
  does
• 1:58
  that.
• 1:58
  So
• 1:59
  welcome
• 1:59
  to
• 1:59
  you,
• 1:59
  Suki.
• 2:00
  Well,
• 2:00
  thank
• 2:01
  you,
• 2:01
  Graham.
• 2:02
  It's
• 2:02
  great
• 2:02
  to
• 2:02
  be
• 2:02
  here.
• 2:02
  Thank
• 2:03
  you
• 2:03
  for
• 2:03
  the
• 2:03
  invite
• 2:04
  and
• 2:04
  for
• 2:04
  the
• 2:04
  opportunity.
• 2:05
  No,
• 2:06
  it's
• 2:06
  great
• 2:06
  to
• 2:06
  see
• 2:06
  you
• 2:06
  again.
• 2:07
  And
• 2:07
  when
• 2:07
  did
• 2:07
  we
• 2:07
  last
• 2:07
  speak?
• 2:08
  Maybe
• 2:08
  a
• 2:08
  year
• 2:08
  or
• 2:08
  so
• 2:08
  ago
• 2:09
  in
• 2:09
  the
• 2:09
  world
• 2:09
  of
• 2:10
  data.
• 2:10
  Yeah,
• 2:11
  storytelling
• 2:12
  AI
• 2:12
  has
• 2:12
  changed
• 2:12
  massively
• 2:13
  since
• 2:13
  then,
• 2:13
  so
• 2:13
  we've
• 2:14
  got
• 2:14
  a
• 2:14
  lot
• 2:14
  to
• 2:14
  catch
• 2:14
  up
• 2:14
  On
• 2:15
  Sure.
• 2:15
  And
• 2:16
  a
• 2:16
  lot
• 2:16
  to.
• 2:16
  A
• 2:16
  lot
• 2:17
  to
• 2:17
  talk
• 2:17
  about.
• 2:17
  So
• 2:18
  I
• 2:18
  want
• 2:18
  to
• 2:18
  start
• 2:19
  with
• 2:19
  like
• 2:19
  one
• 2:19
  of
• 2:20
  the
• 2:20
  most
• 2:20
  common
• 2:21
  metrics
• 2:21
  ever
• 2:22
  arises
• 2:22
  when
• 2:22
  we
• 2:23
  talk
• 2:23
  about
• 2:23
  data
• 2:23
  in
• 2:23
  the
• 2:23
  context
• 2:24
  of
• 2:24
  communication
• 2:24
  and
• 2:24
  brand
• 2:24
  and
• 2:25
  marketing,
• 2:25
  and
• 2:25
  that
• 2:25
  is
• 2:26
  Views.
• 2:27
  So
• 2:28
  how
• 2:28
  often
• 2:28
  a
• 2:28
  piece
• 2:28
  of
• 2:28
  content
• 2:29
  is
• 2:29
  viewed,
• 2:29
  how
• 2:29
  often
• 2:29
  a
• 2:29
  web
• 2:30
  page
• 2:30
  is
• 2:30
  viewed.
• 2:30
  And
• 2:31
  I
• 2:31
  think
• 2:31
  my
• 2:31
  own
• 2:32
  opinion
• 2:32
  is
• 2:32
  that
• 2:32
  5
• 2:32
  years
• 2:33
  ago
• 2:33
  views
• 2:33
  was
• 2:33
  a
• 2:33
  questionable
• 2:34
  metric
• 2:35
  to
• 2:35
  use.
• 2:35
  And
• 2:36
  I
• 2:36
  think
• 2:36
  we're
• 2:36
  talking
• 2:37
  about
• 2:37
  the
• 2:37
  battle
• 2:37
  for
• 2:37
  attention
• 2:38
  or
• 2:38
  engagement.
• 2:39
  I
• 2:40
  think
• 2:40
  now
• 2:40
  Views
• 2:40
  has
• 2:41
  become
• 2:41
  almost
• 2:42
  an
• 2:42
  obsolete
• 2:43
  metric
• 2:43
  as
• 2:43
  the
• 2:44
  algorithms
• 2:44
  have
• 2:44
  got
• 2:45
  better,
• 2:45
  as
• 2:45
  the
• 2:47
  people
• 2:47
  are
• 2:47
  getting
• 2:48
  information
• 2:48
  from
• 2:48
  AI
• 2:48
  search
• 2:49
  engines
• 2:49
  and
• 2:49
  all
• 2:49
  sorts
• 2:49
  of
• 2:49
  other
• 2:50
  stuff.
• 2:50
  So
• 2:50
  with
• 2:51
  one
• 2:51
  of
• 2:51
  our
• 2:51
  most
• 2:51
  reliable
• 2:52
  metrics
• 2:52
  disappearing
• 2:54
  in
• 2:54
  Views,
• 2:54
  like
• 2:55
  what's
• 2:55
  the
• 2:55
  right.
• 2:55
  How
• 2:55
  should
• 2:56
  we
• 2:56
  think
• 2:56
  about
• 2:56
  replacing
• 2:57
  that?
• 2:57
  And
• 2:57
  you
• 2:57
  know
• 2:58
  what,
• 2:58
  what
• 2:58
  are
• 2:58
  we
• 2:58
  really
• 2:59
  competing
• 2:59
  for
• 2:59
  in
• 2:59
  the
• 3:00
  modern
• 3:00
  Internet?
• 3:00
  I
• 3:00
  would
• 3:00
  say,
• 3:01
  I
• 3:01
  think,
• 3:01
  I
• 3:02
  think
• 3:02
  nothing
• 3:02
  gets
• 3:02
  obsolete
• 3:03
  in
• 3:03
  my
• 3:03
  mind.
• 3:03
  Right.
• 3:04
  I
• 3:04
  think
• 3:04
  it's,
• 3:04
  it's
• 3:04
  how
• 3:05
  do
• 3:05
  you
• 3:05
  continue
• 3:05
  to
• 3:06
  enhance
• 3:06
  and
• 3:07
  evaluate
• 3:08
  what's
• 3:08
  really
• 3:08
  working?
• 3:09
  So
• 3:09
  I
• 3:09
  agree
• 3:10
  with
• 3:10
  you.
• 3:10
  Right.
• 3:10
  Back
• 3:10
  in
• 3:11
  the
• 3:11
  day
• 3:12
  when
• 3:12
  we
• 3:12
  were
• 3:12
  launching
• 3:13
  new
• 3:13
  social
• 3:13
  platforms,
• 3:14
  it
• 3:14
  was
• 3:14
  all
• 3:14
  about
• 3:15
  how
• 3:15
  many
• 3:15
  people
• 3:15
  are
• 3:15
  on
• 3:16
  the
• 3:16
  platform,
• 3:16
  right.
• 3:17
  How
• 3:17
  many
• 3:17
  followers
• 3:17
  do
• 3:18
  you
• 3:18
  have?
• 3:18
  Very
• 3:19
  quickly
• 3:19
  we
• 3:19
  realized
• 3:20
  just
• 3:20
  having
• 3:20
  a
• 3:20
  couple
• 3:21
  of
• 3:21
  million
• 3:21
  followers
• 3:21
  doesn't
• 3:22
  really
• 3:22
  make
• 3:22
  sense.
• 3:23
  And
• 3:23
  then
• 3:23
  we
• 3:23
  were
• 3:24
  like,
• 3:24
  okay,
• 3:24
  what
• 3:24
  are
• 3:24
  the
• 3:24
  new
• 3:24
  metrics
• 3:25
  that
• 3:26
  we
• 3:26
  need
• 3:26
  to
• 3:26
  focus
• 3:26
  on
• 3:26
  too?
• 3:27
  So
• 3:27
  I
• 3:27
  think
• 3:27
  it's
• 3:27
  part
• 3:27
  of
• 3:27
  the
• 3:27
  evolution
• 3:28
  as
• 3:28
  we
• 3:28
  think
• 3:28
  about
• 3:29
  the
• 3:30
  changing
• 3:30
  habits
• 3:31
  of
• 3:31
  how
• 3:31
  people
• 3:31
  like
• 3:32
  you
• 3:32
  and
• 3:32
  I
• 3:32
  and
• 3:33
  average
• 3:33
  consumers
• 3:34
  are
• 3:34
  changing
• 3:34
  how
• 3:35
  they
• 3:35
  consume
• 3:36
  any
• 3:36
  kind
• 3:36
  of
• 3:37
  content
• 3:37
  on
• 3:37
  these
• 3:38
  platforms.
• 3:38
  So
• 3:39
  I
• 3:39
  think
• 3:40
  from
• 3:40
  my
• 3:40
  perspective,
• 3:41
  what
• 3:41
  I've
• 3:41
  seen
• 3:41
  and
• 3:41
  what
• 3:42
  I've
• 3:42
  heard
• 3:42
  a
• 3:42
  lot
• 3:42
  of
• 3:43
  our
• 3:43
  students
• 3:43
  and
• 3:43
  we
• 3:43
  talk
• 3:43
  about
• 3:44
  in
• 3:44
  the
• 3:44
  school
• 3:44
  as
• 3:44
  well,
• 3:45
  is
• 3:46
  a
• 3:46
  lot
• 3:46
  of
• 3:46
  focus
• 3:46
  on
• 3:47
  engagement.
• 3:47
  And
• 3:47
  I
• 3:47
  think
• 3:48
  engagement
• 3:49
  driven
• 3:50
  in
• 3:50
  different
• 3:50
  ways.
• 3:52
  An
• 3:52
  example
• 3:53
  I
• 3:53
  will
• 3:53
  share
• 3:53
  with
• 3:53
  you
• 3:54
  is
• 3:54
  when
• 3:54
  I
• 3:54
  talk
• 3:54
  to
• 3:54
  my
• 3:54
  16
• 3:55
  year
• 3:55
  old
• 3:56
  and
• 3:56
  she's
• 3:56
  like,
• 3:57
  I
• 3:57
  do
• 3:57
  not
• 3:57
  make
• 3:58
  any
• 3:58
  buying
• 3:58
  decision
• 3:59
  unless
• 3:59
  I
• 3:59
  go
• 3:59
  into
• 4:00
  the
• 4:00
  comments
• 4:00
  of
• 4:00
  the
• 4:00
  Instagram
• 4:01
  post.
• 4:01
  Right
• 4:02
  now
• 4:03
  we
• 4:03
  as
• 4:04
  professionals
• 4:05
  in
• 4:05
  communications
• 4:06
  and
• 4:06
  brand
• 4:07
  building,
• 4:07
  look
• 4:07
  at
• 4:08
  commentary
• 4:09
  to
• 4:09
  really
• 4:09
  drive
• 4:10
  sort
• 4:10
  of
• 4:10
  as
• 4:10
  you
• 4:10
  know,
• 4:11
  what
• 4:11
  are
• 4:11
  people
• 4:11
  talking
• 4:12
  about
• 4:12
  it.
• 4:12
  But
• 4:12
  it's
• 4:13
  not
• 4:13
  really
• 4:13
  the
• 4:13
  measure
• 4:14
  of
• 4:14
  success
• 4:15
  unless
• 4:15
  you've
• 4:15
  got
• 4:16
  like,
• 4:16
  you
• 4:16
  know,
• 4:16
  a
• 4:16
  lot
• 4:17
  of
• 4:17
  negative
• 4:17
  commentary
• 4:18
  down
• 4:18
  there.
• 4:19
  So
• 4:19
  I
• 4:19
  think
• 4:19
  again,
• 4:19
  I
• 4:20
  feel
• 4:20
  like
• 4:20
  in
• 4:21
  some
• 4:21
  spots
• 4:22
  I
• 4:22
  think
• 4:22
  you
• 4:22
  need
• 4:22
  to
• 4:22
  have
• 4:23
  the
• 4:23
  views
• 4:23
  because
• 4:23
  it
• 4:23
  also
• 4:24
  depends
• 4:24
  on
• 4:24
  who
• 4:24
  you're
• 4:25
  talking
• 4:25
  to.
• 4:25
  If
• 4:26
  you're
• 4:26
  talking
• 4:26
  to
• 4:26
  an
• 4:27
  organization
• 4:27
  and
• 4:27
  a
• 4:28
  leadership
• 4:28
  that
• 4:28
  is
• 4:29
  pretty
• 4:29
  nascent
• 4:29
  in
• 4:30
  terms
• 4:30
  of
• 4:30
  these
• 4:30
  metrics,
• 4:32
  then
• 4:32
  spend
• 4:32
  less
• 4:33
  time
• 4:33
  around
• 4:34
  getting
• 4:34
  them
• 4:34
  to
• 4:34
  up
• 4:35
  to
• 4:35
  speed
• 4:35
  and
• 4:35
  trying
• 4:35
  to
• 4:36
  understand
• 4:36
  what's
• 4:37
  relevant,
• 4:37
  what's
• 4:38
  not.
• 4:38
  Come
• 4:38
  on.
• 4:39
  I
• 4:39
  come
• 4:39
  from
• 4:39
  a
• 4:39
  world,
• 4:40
  Graham,
• 4:40
  where
• 4:41
  impressions
• 4:41
  are
• 4:41
  still
• 4:42
  something
• 4:42
  that
• 4:42
  we
• 4:43
  believe
• 4:43
  in,
• 4:43
  we
• 4:44
  still
• 4:44
  report
• 4:44
  on
• 4:45
  because
• 4:45
  we
• 4:45
  haven't
• 4:46
  been
• 4:46
  able
• 4:46
  to
• 4:46
  move
• 4:46
  the
• 4:47
  leadership
• 4:48
  that
• 4:48
  space
• 4:48
  as
• 4:48
  well.
• 4:49
  Right.
• 4:49
  So
• 4:49
  I
• 4:49
  think,
• 4:49
  I
• 4:49
  think
• 4:50
  that's,
• 4:50
  that's
• 4:50
  the
• 4:50
  whole
• 4:51
  thing.
• 4:51
  I
• 4:51
  think
• 4:51
  viewership
• 4:52
  is
• 4:53
  probably
• 4:53
  the
• 4:53
  views
• 4:54
  is
• 4:54
  critical,
• 4:55
  but
• 4:56
  it
• 4:56
  really
• 4:56
  depends
• 4:56
  on
• 4:57
  the
• 4:57
  audience.
• 4:57
  But
• 4:57
  where
• 4:57
  I
• 4:58
  would
• 4:58
  really
• 4:58
  like
• 4:58
  to
• 4:58
  focus
• 4:59
  in,
• 4:59
  like
• 4:59
  how
• 4:59
  can
• 4:59
  you
• 5:00
  showcase
• 5:00
  engagement
• 5:02
  overall
• 5:03
  of
• 5:03
  the
• 5:03
  content
• 5:04
  that
• 5:04
  you
• 5:04
  produce,
• 5:05
  whether
• 5:05
  it's
• 5:05
  your
• 5:05
  own
• 5:05
  content
• 5:06
  on
• 5:07
  your
• 5:07
  site,
• 5:07
  whether
• 5:07
  you're
• 5:08
  producing
• 5:08
  something
• 5:08
  as
• 5:08
  part
• 5:08
  of
• 5:09
  thought
• 5:09
  leadership
• 5:10
  or
• 5:10
  you're
• 5:11
  practically
• 5:11
  just
• 5:11
  putting
• 5:11
  a
• 5:12
  lot
• 5:12
  of
• 5:12
  content
• 5:12
  on
• 5:12
  your
• 5:12
  branded
• 5:13
  social
• 5:13
  channels.
• 5:14
  I
• 5:14
  want
• 5:14
  to
• 5:14
  pull
• 5:14
  more
• 5:14
  on
• 5:14
  the
• 5:15
  example
• 5:15
  you
• 5:15
  mentioned
• 5:15
  from
• 5:15
  your,
• 5:16
  from
• 5:16
  your,
• 5:16
  from
• 5:16
  your
• 5:17
  daughter
• 5:17
  and
• 5:17
  this
• 5:17
  generation
• 5:18
  that's
• 5:18
  coming
• 5:18
  through
• 5:20
  that
• 5:20
  seeks
• 5:21
  authentic
• 5:21
  first
• 5:21
  party
• 5:22
  experience
• 5:22
  of
• 5:22
  things
• 5:23
  before
• 5:23
  they
• 5:23
  make
• 5:24
  decisions.
• 5:24
  And
• 5:24
  this
• 5:24
  is,
• 5:25
  this
• 5:25
  is
• 5:25
  in
• 5:25
  the
• 5:25
  world
• 5:25
  of
• 5:25
  multi
• 5:26
  touch
• 5:26
  attribution
• 5:26
  now
• 5:27
  again,
• 5:27
  which
• 5:27
  didn't
• 5:28
  exist
• 5:28
  when
• 5:28
  you
• 5:28
  or
• 5:28
  I
• 5:29
  started
• 5:29
  our
• 5:29
  careers.
• 5:29
  The
• 5:30
  simple
• 5:30
  old
• 5:30
  days,
• 5:30
  right,
• 5:30
  Suki,
• 5:31
  when
• 5:31
  you
• 5:31
  got
• 5:31
  someone's
• 5:32
  attention
• 5:32
  on
• 5:32
  the
• 5:32
  Internet
• 5:33
  and
• 5:33
  then
• 5:33
  they
• 5:33
  clicked
• 5:33
  buy.
• 5:34
  Right.
• 5:34
  And
• 5:34
  like,
• 5:35
  all
• 5:35
  right,
• 5:35
  there's
• 5:36
  a
• 5:36
  return
• 5:36
  on
• 5:36
  ad
• 5:36
  spend
• 5:37
  metric,
• 5:37
  it's
• 5:37
  flying.
• 5:38
  But
• 5:38
  now
• 5:39
  I
• 5:39
  think
• 5:39
  increasingly
• 5:40
  consumers
• 5:40
  don't
• 5:40
  buy
• 5:41
  until
• 5:41
  they've
• 5:41
  had
• 5:41
  multiple
• 5:42
  touch
• 5:42
  points
• 5:42
  with
• 5:43
  a
• 5:43
  brand,
• 5:43
  five
• 5:44
  or
• 5:44
  six.
• 5:44
  And
• 5:44
  often
• 5:45
  the
• 5:45
  expectation
• 5:46
  is
• 5:46
  that
• 5:46
  a
• 5:46
  number
• 5:46
  of
• 5:46
  those
• 5:47
  touch
• 5:47
  points,
• 5:47
  like
• 5:47
  your
• 5:47
  daughter,
• 5:48
  are
• 5:48
  first
• 5:48
  party
• 5:49
  experience,
• 5:49
  first
• 5:50
  party
• 5:50
  objective
• 5:51
  experience.
• 5:51
  And
• 5:52
  you
• 5:52
  see
• 5:52
  this
• 5:52
  reflected
• 5:53
  in
• 5:53
  the
• 5:53
  recent
• 5:54
  algorithm
• 5:54
  changes
• 5:55
  that
• 5:55
  Google
• 5:55
  has
• 5:55
  made.
• 5:56
  Right.
• 5:56
  More
• 5:56
  and
• 5:56
  more
• 5:56
  you
• 5:57
  see
• 5:57
  Reddit
• 5:58
  answers
• 5:58
  coming
• 5:58
  up
• 5:59
  near
• 5:59
  the
• 5:59
  top
• 5:59
  of
• 5:59
  search
• 6:00
  results.
• 6:00
  Quora
• 6:00
  answers
• 6:01
  coming
• 6:01
  up
• 6:01
  near
• 6:01
  the
• 6:01
  top
• 6:01
  of
• 6:02
  search
• 6:02
  results.
• 6:03
  Wikipedia
• 6:03
  pages
• 6:04
  coming
• 6:04
  up
• 6:04
  near
• 6:04
  the
• 6:04
  top
• 6:04
  of
• 6:05
  top
• 6:05
  of
• 6:05
  search
• 6:05
  results.
• 6:06
  All
• 6:06
  things
• 6:07
  that
• 6:07
  as
• 6:07
  someone
• 6:08
  you
• 6:08
  know
• 6:09
  at
• 6:09
  the
• 6:09
  helm
• 6:09
  of
• 6:09
  a
• 6:10
  big
• 6:10
  corporate
• 6:10
  brand,
• 6:10
  you
• 6:11
  have
• 6:11
  no
• 6:11
  control
• 6:11
  over.
• 6:12
  So
• 6:13
  how
• 6:13
  do
• 6:13
  you
• 6:13
  balance
• 6:14
  like
• 6:14
  all
• 6:14
  those
• 6:15
  things
• 6:15
  out
• 6:15
  of
• 6:15
  your
• 6:15
  control
• 6:15
  with,
• 6:16
  with
• 6:16
  the
• 6:16
  things
• 6:17
  remain
• 6:18
  in
• 6:18
  your
• 6:18
  control
• 6:18
  on
• 6:18
  your
• 6:19
  domain?
• 6:19
  Yeah,
• 6:19
  I
• 6:20
  think
• 6:20
  you
• 6:20
  always
• 6:20
  like,
• 6:21
  right.
• 6:21
  That's
• 6:21
  a
• 6:21
  general
• 6:22
  leadership
• 6:23
  guidance
• 6:23
  that
• 6:23
  I
• 6:23
  always
• 6:24
  have
• 6:24
  is
• 6:24
  like
• 6:24
  focus
• 6:24
  on
• 6:24
  what
• 6:25
  you
• 6:25
  can
• 6:25
  control.
• 6:25
  And
• 6:25
  I
• 6:25
  think
• 6:26
  the
• 6:26
  same
• 6:26
  goes
• 6:26
  for
• 6:26
  really
• 6:27
  brands.
• 6:27
  And
• 6:28
  what
• 6:29
  you
• 6:29
  as
• 6:29
  a
• 6:29
  brand
• 6:30
  and
• 6:30
  as
• 6:30
  a
• 6:31
  storyteller
• 6:31
  can
• 6:32
  do
• 6:32
  is
• 6:32
  really
• 6:32
  own
• 6:33
  the
• 6:33
  storytelling
• 6:34
  and
• 6:34
  be
• 6:34
  as
• 6:34
  authentic
• 6:35
  as
• 6:35
  possible.
• 6:36
  But
• 6:37
  be
• 6:37
  mindful
• 6:38
  of,
• 6:38
  again,
• 6:39
  don't
• 6:39
  take
• 6:39
  one
• 6:40
  piece
• 6:40
  of
• 6:40
  content
• 6:41
  and
• 6:41
  then
• 6:41
  put
• 6:41
  the
• 6:42
  same
• 6:42
  content
• 6:42
  in
• 6:42
  five
• 6:43
  different
• 6:43
  channels.
• 6:44
  What's
• 6:44
  going
• 6:44
  to
• 6:44
  work
• 6:44
  on
• 6:45
  LinkedIn
• 6:45
  is
• 6:46
  probably
• 6:46
  not
• 6:46
  going
• 6:46
  to
• 6:46
  work
• 6:47
  on
• 6:47
  Instagram.
• 6:47
  Right?
• 6:48
  What
• 6:48
  might
• 6:48
  work
• 6:49
  on
• 6:49
  your
• 6:49
  branded
• 6:50
  journalism
• 6:50
  page
• 6:51
  is
• 6:51
  probably
• 6:52
  not
• 6:52
  going
• 6:52
  to
• 6:52
  work.
• 6:52
  When
• 6:53
  you
• 6:53
  pitch
• 6:53
  something
• 6:54
  to
• 6:54
  let's
• 6:54
  say
• 6:54
  a
• 6:55
  news
• 6:55
  outlet
• 6:55
  or
• 6:55
  a
• 6:55
  broadcast
• 6:56
  outlet.
• 6:56
  So
• 6:56
  I
• 6:57
  think
• 6:57
  really
• 6:58
  understanding
• 6:59
  sort
• 6:59
  of
• 6:59
  the
• 6:59
  content
• 6:59
  and
• 7:00
  controlling
• 7:00
  that
• 7:01
  and
• 7:02
  what
• 7:02
  are
• 7:02
  the
• 7:02
  stories?
• 7:03
  I
• 7:03
  mean
• 7:03
  even
• 7:03
  Graham,
• 7:04
  if
• 7:04
  you
• 7:04
  look
• 7:04
  at
• 7:04
  how
• 7:04
  we're
• 7:05
  using
• 7:05
  AI
• 7:06
  today,
• 7:06
  even
• 7:07
  as
• 7:07
  simple
• 7:07
  as
• 7:07
  chat
• 7:08
  GPT,
• 7:10
  there's
• 7:10
  a
• 7:10
  lot
• 7:10
  of
• 7:11
  the,
• 7:11
  the
• 7:11
  authentic
• 7:12
  voices
• 7:13
  is
• 7:13
  what
• 7:13
  it's
• 7:14
  pulling
• 7:14
  up
• 7:14
  on.
• 7:14
  It's
• 7:15
  pulling
• 7:15
  up
• 7:15
  on
• 7:16
  leader
• 7:16
  quotes,
• 7:17
  it's
• 7:17
  pulling
• 7:18
  up
• 7:18
  from
• 7:18
  resources
• 7:19
  that
• 7:19
  are
• 7:19
  tied
• 7:20
  back
• 7:20
  to
• 7:20
  someone's
• 7:21
  website
• 7:21
  in
• 7:22
  the
• 7:22
  terms
• 7:22
  of
• 7:22
  a
• 7:22
  press
• 7:22
  release.
• 7:23
  I
• 7:23
  mean,
• 7:23
  I've
• 7:24
  always
• 7:24
  said
• 7:24
  that
• 7:25
  the
• 7:25
  press
• 7:25
  release
• 7:25
  is
• 7:25
  long
• 7:26
  dead,
• 7:26
  but
• 7:27
  I
• 7:27
  think
• 7:27
  there's
• 7:27
  a
• 7:27
  resurgence
• 7:28
  of
• 7:29
  where
• 7:29
  are
• 7:29
  you
• 7:29
  pulling
• 7:30
  your
• 7:30
  information
• 7:31
  from
• 7:31
  and
• 7:32
  are
• 7:32
  they
• 7:32
  coming
• 7:32
  from
• 7:32
  credible
• 7:33
  sources?
• 7:33
  So
• 7:34
  I
• 7:34
  feel
• 7:34
  like
• 7:34
  that's
• 7:35
  the
• 7:35
  other
• 7:35
  pieces.
• 7:35
  And
• 7:36
  I
• 7:36
  think
• 7:36
  you
• 7:36
  said
• 7:36
  something
• 7:36
  really
• 7:37
  interesting
• 7:37
  earlier
• 7:37
  about
• 7:38
  the
• 7:39
  multi
• 7:39
  touch
• 7:40
  point.
• 7:40
  Yes.
• 7:41
  And
• 7:41
  I
• 7:41
  think
• 7:42
  five
• 7:43
  or
• 7:43
  six
• 7:43
  touch
• 7:43
  points
• 7:44
  before
• 7:44
  you
• 7:44
  can
• 7:44
  even
• 7:45
  start
• 7:45
  considering
• 7:46
  whether
• 7:46
  you
• 7:47
  want
• 7:47
  a
• 7:47
  relationship
• 7:47
  with
• 7:48
  the
• 7:48
  brand,
• 7:48
  like
• 7:48
  that's
• 7:49
  how
• 7:49
  broad
• 7:49
  it
• 7:50
  is.
• 7:50
  And
• 7:50
  that's
• 7:50
  what
• 7:50
  I
• 7:50
  mean
• 7:51
  by
• 7:51
  the
• 7:52
  fragmentation
• 7:52
  of
• 7:53
  the
• 7:53
  media.
• 7:53
  And
• 7:54
  many
• 7:54
  people
• 7:54
  don't
• 7:55
  realize
• 7:55
  how
• 7:56
  much
• 7:56
  time
• 7:56
  are
• 7:57
  we
• 7:57
  spending
• 7:57
  before
• 7:57
  we
• 7:58
  take
• 7:58
  our
• 7:58
  finger
• 7:58
  and
• 7:58
  swipe
• 7:59
  it
• 7:59
  off?
• 7:59
  3
• 8:00
  seconds.
• 8:01
  3
• 8:01
  seconds.
• 8:02
  So
• 8:03
  as
• 8:03
  a
• 8:03
  brand,
• 8:03
  you
• 8:03
  only
• 8:03
  have
• 8:04
  3
• 8:04
  seconds
• 8:04
  to
• 8:05
  engage
• 8:05
  them.
• 8:06
  So
• 8:06
  think
• 8:06
  about
• 8:07
  it.
• 8:07
  If
• 8:08
  you're
• 8:08
  putting
• 8:08
  a
• 8:09
  lot
• 8:09
  of
• 8:09
  content
• 8:09
  with
• 8:10
  six
• 8:10
  sentences
• 8:11
  right
• 8:11
  underneath
• 8:12
  your
• 8:12
  post,
• 8:12
  you've
• 8:13
  just
• 8:13
  lost
• 8:13
  them
• 8:13
  already.
• 8:14
  So
• 8:14
  I
• 8:14
  think
• 8:14
  it's
• 8:15
  really
• 8:15
  keeping
• 8:16
  in
• 8:16
  mind
• 8:16
  the
• 8:16
  behaviors
• 8:17
  of
• 8:18
  how
• 8:18
  people
• 8:18
  are
• 8:18
  consuming.
• 8:19
  And
• 8:20
  when
• 8:20
  I
• 8:20
  say
• 8:20
  people,
• 8:20
  it
• 8:21
  could
• 8:21
  be
• 8:21
  whoever
• 8:22
  your
• 8:22
  core
• 8:22
  audience
• 8:23
  is.
• 8:23
  Right.
• 8:23
  I'm
• 8:23
  really
• 8:24
  looking
• 8:24
  into
• 8:24
  consumers
• 8:25
  being
• 8:26
  very
• 8:26
  thoughtful
• 8:27
  about
• 8:27
  what
• 8:28
  are
• 8:28
  their
• 8:28
  consumption
• 8:29
  habits,
• 8:30
  how
• 8:30
  are
• 8:31
  you
• 8:31
  producing
• 8:31
  your
• 8:31
  content
• 8:32
  and
• 8:32
  where
• 8:32
  are
• 8:33
  you
• 8:33
  meeting
• 8:33
  them?
• 8:33
  Meet
• 8:34
  people
• 8:35
  where
• 8:35
  they
• 8:35
  are,
• 8:36
  meet
• 8:36
  them
• 8:36
  in
• 8:37
  a
• 8:37
  place.
• 8:37
  Here's
• 8:38
  another
• 8:38
  example.
• 8:38
  When
• 8:39
  I
• 8:39
  like
• 8:39
  to
• 8:40
  go
• 8:40
  to
• 8:40
  Instagram
• 8:41
  and
• 8:41
  I
• 8:42
  really
• 8:42
  like
• 8:42
  an
• 8:42
  ad
• 8:42
  because
• 8:43
  I
• 8:43
  love
• 8:43
  that
• 8:43
  dress,
• 8:44
  I
• 8:44
  click
• 8:45
  on
• 8:45
  it.
• 8:45
  It
• 8:45
  takes
• 8:46
  me
• 8:46
  to
• 8:46
  that
• 8:46
  site,
• 8:46
  but
• 8:47
  it
• 8:47
  tells
• 8:47
  me,
• 8:47
  oh
• 8:47
  my
• 8:48
  God,
• 8:48
  now
• 8:48
  you
• 8:48
  have
• 8:48
  to
• 8:48
  sign
• 8:49
  up.
• 8:49
  You've
• 8:49
  lost
• 8:50
  me
• 8:50
  right
• 8:50
  there.
• 8:50
  I
• 8:51
  don't
• 8:51
  want
• 8:51
  three
• 8:51
  touch
• 8:51
  points.
• 8:52
  I
• 8:52
  want
• 8:52
  to
• 8:52
  go
• 8:53
  straight
• 8:53
  to
• 8:53
  the
• 8:53
  dress.
• 8:54
  And
• 8:54
  if
• 8:54
  I
• 8:54
  like
• 8:54
  it
• 8:55
  enough,
• 8:55
  I
• 8:55
  might
• 8:56
  be
• 8:56
  really
• 8:56
  close
• 8:56
  to
• 8:57
  making
• 8:57
  that
• 8:57
  purchase.
• 8:57
  But
• 8:58
  if
• 8:58
  you
• 8:58
  added
• 8:58
  three
• 8:58
  additional
• 8:59
  touch
• 8:59
  points,
• 9:00
  you
• 9:00
  probably
• 9:00
  lost
• 9:01
  me
• 9:01
  in
• 9:01
  that
• 9:01
  process
• 9:02
  too.
• 9:02
  So
• 9:03
  it's
• 9:03
  fascinating.
• 9:04
  I
• 9:04
  mean,
• 9:04
  all
• 9:04
  the
• 9:05
  things,
• 9:05
  if
• 9:05
  you
• 9:05
  remember
• 9:05
  when
• 9:06
  we
• 9:06
  were
• 9:06
  working
• 9:06
  together,
• 9:06
  we
• 9:07
  used
• 9:07
  to
• 9:07
  talk
• 9:07
  about
• 9:08
  customer
• 9:08
  journey.
• 9:09
  I
• 9:09
  think
• 9:09
  customer
• 9:10
  journeys
• 9:10
  are
• 9:11
  more
• 9:11
  important
• 9:11
  today
• 9:12
  than
• 9:12
  ever
• 9:13
  before.
• 9:14
  And
• 9:15
  anybody
• 9:15
  who's
• 9:15
  in
• 9:16
  the
• 9:16
  marketing
• 9:16
  communications
• 9:17
  brand
• 9:18
  side,
• 9:18
  that's
• 9:19
  not
• 9:19
  really
• 9:19
  thinking
• 9:19
  about
• 9:20
  that
• 9:20
  and
• 9:21
  developing
• 9:21
  your
• 9:22
  strategies
• 9:23
  in
• 9:23
  isolation
• 9:24
  are
• 9:24
  almost
• 9:25
  missing
• 9:25
  the
• 9:25
  point.
• 9:26
  There's
• 9:26
  a
• 9:26
  couple
• 9:26
  of
• 9:26
  paradoxes
• 9:27
  that
• 9:27
  you
• 9:27
  brought
• 9:27
  up
• 9:28
  there.
• 9:28
  And
• 9:28
  I'd
• 9:29
  love
• 9:29
  to
• 9:29
  get
• 9:29
  to
• 9:29
  both
• 9:29
  of
• 9:29
  them.
• 9:30
  The
• 9:30
  first,
• 9:30
  like
• 9:30
  to
• 9:31
  go
• 9:31
  to
• 9:31
  the
• 9:31
  most
• 9:32
  recent
• 9:32
  example
• 9:33
  that
• 9:33
  you
• 9:33
  mentioned,
• 9:34
  the
• 9:34
  buying
• 9:34
  of
• 9:34
  the
• 9:34
  dress
• 9:35
  on
• 9:35
  Instagram.
• 9:36
  So
• 9:36
  this
• 9:36
  is
• 9:36
  where
• 9:37
  data
• 9:37
  meets
• 9:38
  customer
• 9:38
  journey
• 9:38
  in
• 9:38
  a
• 9:38
  very
• 9:39
  interesting
• 9:39
  way
• 9:39
  because
• 9:40
  this
• 9:40
  is
• 9:40
  what
• 9:41
  the
• 9:41
  real
• 9:42
  battle
• 9:42
  on
• 9:42
  the
• 9:42
  Internet
• 9:42
  is
• 9:43
  for
• 9:43
  the
• 9:43
  first
• 9:43
  party
• 9:44
  experience
• 9:45
  data.
• 9:45
  Right.
• 9:46
  And
• 9:46
  the
• 9:47
  other
• 9:47
  thing
• 9:47
  which
• 9:47
  I
• 9:47
  know
• 9:47
  to
• 9:47
  be
• 9:48
  true
• 9:48
  when
• 9:48
  I'm
• 9:49
  shopping
• 9:49
  for
• 9:49
  dresses
• 9:49
  on
• 9:49
  Instagram,
• 9:50
  Suki,
• 9:51
  is
• 9:52
  that
• 9:52
  when
• 9:52
  you
• 9:53
  click,
• 9:53
  if
• 9:53
  that
• 9:54
  dress
• 9:54
  is
• 9:54
  not
• 9:54
  available
• 9:54
  for
• 9:55
  purchase
• 9:55
  through
• 9:55
  Instagram,
• 9:56
  shop
• 9:56
  or
• 9:56
  through
• 9:56
  Instagram's
• 9:57
  e
• 9:57
  commerce
• 9:58
  capabilities,
• 10:00
  before
• 10:00
  you
• 10:01
  get
• 10:01
  the
• 10:01
  dress,
• 10:01
  you
• 10:01
  get
• 10:02
  a
• 10:02
  big
• 10:02
  sign
• 10:02
  saying
• 10:03
  you're
• 10:03
  about
• 10:03
  to
• 10:04
  leave
• 10:04
  our
• 10:04
  website.
• 10:04
  Are
• 10:05
  you
• 10:05
  sure
• 10:05
  you
• 10:05
  want
• 10:05
  to
• 10:05
  do
• 10:05
  this?
• 10:06
  Please
• 10:06
  don't
• 10:06
  do
• 10:07
  this.
• 10:07
  And
• 10:07
  basically,
• 10:08
  as
• 10:08
  you
• 10:08
  and
• 10:08
  I
• 10:08
  both
• 10:09
  know,
• 10:09
  the
• 10:09
  underlying
• 10:09
  premise
• 10:10
  for
• 10:10
  that
• 10:10
  is
• 10:10
  once
• 10:11
  you
• 10:11
  navigate
• 10:11
  away
• 10:11
  from
• 10:12
  my
• 10:12
  website,
• 10:12
  I
• 10:12
  can
• 10:12
  no
• 10:12
  longer
• 10:13
  track
• 10:13
  what
• 10:13
  you're
• 10:13
  doing.
• 10:14
  And
• 10:14
  I
• 10:14
  don't
• 10:15
  like
• 10:15
  that
• 10:15
  I
• 10:15
  can't
• 10:15
  track
• 10:15
  you
• 10:15
  through
• 10:16
  to
• 10:16
  purchase
• 10:16
  whatever.
• 10:16
  And
• 10:17
  it
• 10:17
  punishes
• 10:18
  e
• 10:19
  commerce
• 10:19
  brands
• 10:19
  for
• 10:20
  trying
• 10:20
  to
• 10:20
  sell
• 10:20
  off
• 10:20
  of
• 10:20
  Instagram
• 10:21
  and
• 10:21
  rewards
• 10:21
  those
• 10:22
  who
• 10:22
  choose
• 10:22
  to
• 10:22
  sell
• 10:22
  through
• 10:23
  Instagram
• 10:23
  and
• 10:23
  give
• 10:23
  meta
• 10:24
  a
• 10:24
  cut.
• 10:24
  Right.
• 10:24
  So
• 10:24
  there's
• 10:25
  a
• 10:25
  really
• 10:25
  interesting
• 10:26
  paradox
• 10:26
  there
• 10:26
  that
• 10:27
  this
• 10:27
  is
• 10:27
  the.
• 10:28
  This
• 10:28
  is
• 10:28
  a
• 10:28
  tragedy
• 10:29
  of
• 10:29
  the
• 10:29
  condrigue.
• 10:29
  We're
• 10:29
  also
• 10:30
  desperate
• 10:30
  for
• 10:31
  the
• 10:31
  full
• 10:31
  picture
• 10:31
  of
• 10:32
  data
• 10:32
  on
• 10:32
  someone
• 10:32
  that
• 10:32
  we
• 10:33
  actually
• 10:33
  end
• 10:33
  up
• 10:33
  sacrificing
• 10:34
  the
• 10:34
  user
• 10:34
  experience
• 10:34
  for
• 10:35
  it.
• 10:35
  In
• 10:35
  some
• 10:35
  cases,
• 10:36
  we
• 10:37
  collectively
• 10:38
  sacrifice
• 10:38
  that
• 10:39
  user
• 10:39
  experience.
• 10:40
  Yeah.
• 10:41
  And
• 10:42
  I
• 10:42
  think
• 10:42
  again,
• 10:43
  as
• 10:43
  marketeers.
• 10:43
  Right.
• 10:44
  That's
• 10:44
  where
• 10:44
  we
• 10:44
  have
• 10:44
  to.
• 10:45
  And
• 10:45
  I
• 10:45
  think
• 10:45
  you
• 10:45
  asked
• 10:45
  earlier,
• 10:46
  it's
• 10:46
  like,
• 10:46
  what
• 10:46
  do
• 10:46
  you
• 10:46
  want
• 10:46
  to
• 10:46
  control
• 10:47
  versus
• 10:47
  what
• 10:47
  you
• 10:47
  don't
• 10:47
  want
• 10:48
  to
• 10:48
  control.
• 10:48
  And
• 10:48
  I
• 10:48
  think
• 10:49
  most
• 10:49
  brands
• 10:49
  that
• 10:49
  have
• 10:50
  done
• 10:50
  really
• 10:50
  well
• 10:51
  is
• 10:51
  when
• 10:51
  they
• 10:52
  have
• 10:52
  the
• 10:52
  ease
• 10:52
  of
• 10:52
  use.
• 10:53
  Because
• 10:53
  again,
• 10:55
  you
• 10:55
  know,
• 10:55
  one
• 10:55
  of
• 10:55
  the
• 10:55
  largest,
• 10:56
  largest
• 10:56
  retailers
• 10:57
  online
• 10:57
  is
• 10:57
  Amazon
• 10:58
  and
• 10:58
  Amazon
• 10:58
  is
• 10:58
  not
• 10:59
  really
• 10:59
  known
• 10:59
  for
• 10:59
  their
• 10:59
  products.
• 11:00
  It's
• 11:00
  really
• 11:01
  known
• 11:01
  for
• 11:01
  the
• 11:01
  ease
• 11:01
  of
• 11:01
  use.
• 11:02
  Right.
• 11:03
  Like,
• 11:03
  for
• 11:03
  example,
• 11:03
  Disney
• 11:04
  sells
• 11:04
  you
• 11:04
  happiness.
• 11:05
  They're
• 11:05
  not
• 11:05
  selling
• 11:05
  your
• 11:06
  tickets
• 11:06
  to
• 11:06
  a
• 11:06
  park.
• 11:06
  So
• 11:07
  I
• 11:08
  think
• 11:08
  it's
• 11:08
  really
• 11:09
  focusing
• 11:09
  on
• 11:10
  what's
• 11:11
  your
• 11:11
  value
• 11:11
  prop
• 11:12
  and
• 11:12
  where
• 11:12
  does
• 11:13
  data
• 11:13
  really
• 11:14
  play
• 11:14
  a
• 11:14
  role?
• 11:14
  I've
• 11:14
  always
• 11:15
  believed,
• 11:15
  and
• 11:15
  I
• 11:15
  still
• 11:16
  maintain
• 11:17
  data
• 11:17
  is
• 11:17
  always
• 11:18
  directional.
• 11:18
  It
• 11:19
  gives
• 11:19
  you
• 11:19
  the
• 11:19
  guidance
• 11:20
  to
• 11:20
  go
• 11:21
  in
• 11:21
  a
• 11:21
  certain
• 11:22
  path
• 11:22
  and
• 11:22
  then
• 11:23
  you
• 11:23
  continue
• 11:23
  to
• 11:23
  test
• 11:24
  and
• 11:24
  learn
• 11:24
  and
• 11:24
  experiment
• 11:25
  to
• 11:25
  make
• 11:25
  sure
• 11:25
  whether
• 11:25
  that's
• 11:26
  working
• 11:26
  or
• 11:26
  not.
• 11:27
  You
• 11:27
  know,
• 11:27
  numbers
• 11:28
  are
• 11:28
  great,
• 11:28
  but
• 11:29
  numbers
• 11:29
  on
• 11:29
  its
• 11:29
  own
• 11:29
  don't
• 11:30
  tell
• 11:30
  the
• 11:30
  entire
• 11:30
  story
• 11:31
  as
• 11:31
  well.
• 11:31
  So
• 11:31
  I
• 11:31
  think
• 11:31
  that's
• 11:32
  the
• 11:32
  way
• 11:32
  I
• 11:32
  think
• 11:32
  about
• 11:32
  it
• 11:33
  is
• 11:33
  what
• 11:33
  are
• 11:33
  you
• 11:33
  going
• 11:34
  to
• 11:34
  sacrifice?
• 11:34
  Are
• 11:34
  you
• 11:34
  going
• 11:35
  to
• 11:35
  sacrifice
• 11:35
  the
• 11:35
  ux
• 11:36
  and
• 11:37
  really
• 11:37
  the
• 11:37
  fulfillment
• 11:38
  that
• 11:38
  your
• 11:38
  core
• 11:39
  customer
• 11:39
  might
• 11:39
  get
• 11:40
  out
• 11:40
  of
• 11:40
  the
• 11:40
  experience.
• 11:41
  Or
• 11:42
  you
• 11:42
  really
• 11:42
  want
• 11:43
  to
• 11:43
  make
• 11:43
  sure
• 11:43
  that
• 11:43
  you're
• 11:43
  tracking
• 11:44
  every
• 11:44
  piece
• 11:44
  of
• 11:45
  their
• 11:45
  movement
• 11:46
  so
• 11:46
  you
• 11:46
  can
• 11:46
  think
• 11:47
  about
• 11:47
  cross
• 11:47
  selling
• 11:48
  and
• 11:48
  some
• 11:48
  of
• 11:48
  these
• 11:48
  other
• 11:48
  aspects
• 11:49
  too,
• 11:49
  which
• 11:49
  can
• 11:50
  get
• 11:50
  into
• 11:51
  a
• 11:51
  lot
• 11:51
  of,
• 11:51
  you
• 11:51
  know,
• 11:52
  difficult
• 11:53
  territory.
• 11:53
  And
• 11:53
  there
• 11:53
  have
• 11:53
  been
• 11:54
  a
• 11:54
  lot
• 11:54
  of
• 11:54
  companies
• 11:54
  that
• 11:55
  have,
• 11:55
  you
• 11:55
  know,
• 11:55
  either
• 11:56
  benefited
• 11:57
  from
• 11:57
  them
• 11:57
  or
• 11:57
  actually
• 11:58
  have
• 11:58
  used
• 11:58
  it
• 11:59
  in
• 11:59
  wrong
• 11:59
  ways
• 12:00
  as
• 12:00
  well,
• 12:00
  too.
• 12:00
  So
• 12:00
  I
• 12:00
  think
• 12:01
  I'm
• 12:01
  just
• 12:01
  fascinated
• 12:02
  because
• 12:02
  like
• 12:02
  I
• 12:03
  said,
• 12:03
  data
• 12:03
  is
• 12:04
  driving.
• 12:04
  Like,
• 12:04
  some
• 12:05
  days,
• 12:05
  don't
• 12:05
  you
• 12:05
  feel
• 12:05
  like
• 12:06
  you
• 12:06
  whispered
• 12:06
  the
• 12:06
  word
• 12:08
  hamburger
• 12:09
  and
• 12:09
  suddenly
• 12:09
  you
• 12:10
  start
• 12:10
  seeing
• 12:10
  ads
• 12:10
  of
• 12:11
  hamburgers
• 12:11
  and
• 12:11
  then
• 12:12
  you're
• 12:12
  like,
• 12:12
  okay,
• 12:12
  did.
• 12:12
  Was,
• 12:13
  you
• 12:13
  know,
• 12:13
  did
• 12:13
  they
• 12:13
  get
• 12:13
  my
• 12:14
  IP
• 12:14
  address?
• 12:14
  Or
• 12:15
  were
• 12:15
  they
• 12:15
  listening
• 12:16
  to
• 12:16
  me
• 12:16
  silently?
• 12:17
  Like,
• 12:17
  how
• 12:17
  did
• 12:17
  you
• 12:17
  know
• 12:18
  I'm
• 12:18
  in
• 12:18
  the
• 12:18
  mood
• 12:19
  of
• 12:19
  a
• 12:19
  hamburger?
• 12:19
  And
• 12:19
  you
• 12:20
  start
• 12:20
  serving
• 12:20
  me
• 12:20
  all
• 12:20
  these
• 12:20
  ads
• 12:22
  around
• 12:22
  that
• 12:22
  as
• 12:22
  well,
• 12:23
  too.
• 12:23
  So
• 12:24
  I
• 12:24
  think
• 12:24
  I'm
• 12:25
  at
• 12:25
  a
• 12:25
  point
• 12:25
  where
• 12:25
  I'm
• 12:25
  very
• 12:25
  comfortable
• 12:26
  knowing
• 12:26
  that
• 12:27
  a
• 12:27
  lot
• 12:27
  of
• 12:27
  our
• 12:27
  information
• 12:27
  is
• 12:28
  out
• 12:28
  there.
• 12:29
  And
• 12:29
  we
• 12:29
  have
• 12:29
  willingly
• 12:30
  given
• 12:30
  that
• 12:31
  for
• 12:31
  the
• 12:31
  ease
• 12:32
  of
• 12:32
  use
• 12:32
  that
• 12:32
  I
• 12:32
  want
• 12:33
  as
• 12:33
  a
• 12:33
  customer.
• 12:34
  But
• 12:34
  I
• 12:34
  also
• 12:35
  have
• 12:35
  a
• 12:35
  lot
• 12:35
  of
• 12:35
  friends
• 12:35
  who
• 12:35
  are
• 12:36
  like,
• 12:36
  we're
• 12:36
  not
• 12:36
  going
• 12:36
  to
• 12:36
  give
• 12:36
  you
• 12:36
  that
• 12:37
  information.
• 12:37
  And
• 12:38
  I'm
• 12:38
  still
• 12:38
  going
• 12:38
  to
• 12:38
  go
• 12:38
  to
• 12:38
  my
• 12:39
  desktop,
• 12:39
  still
• 12:40
  try
• 12:40
  to
• 12:40
  go
• 12:40
  online,
• 12:41
  or
• 12:41
  still
• 12:41
  maybe
• 12:41
  try
• 12:41
  to
• 12:42
  go
• 12:42
  back
• 12:42
  into
• 12:42
  an
• 12:42
  actual
• 12:43
  physical
• 12:43
  store
• 12:44
  to
• 12:44
  shop,
• 12:44
  because
• 12:45
  that's,
• 12:45
  you
• 12:45
  know,
• 12:46
  what
• 12:46
  makes
• 12:46
  you
• 12:46
  more
• 12:46
  comfortable.
• 12:47
  This
• 12:47
  concept
• 12:47
  that
• 12:47
  you're
• 12:48
  speaking
• 12:48
  about,
• 12:48
  I
• 12:49
  think
• 12:50
  10
• 12:50
  years
• 12:50
  ago,
• 12:50
  I
• 12:50
  don't
• 12:50
  know
• 12:50
  if
• 12:51
  this
• 12:51
  still
• 12:51
  exists,
• 12:51
  this
• 12:51
  concept,
• 12:52
  but
• 12:52
  the
• 12:52
  concept
• 12:52
  of
• 12:52
  the
• 12:53
  creepy
• 12:53
  line,
• 12:53
  right?
• 12:53
  So
• 12:54
  how
• 12:54
  much
• 12:55
  information
• 12:55
  can
• 12:56
  a
• 12:56
  company
• 12:56
  or
• 12:57
  a
• 12:57
  website
• 12:57
  or
• 12:57
  a
• 12:58
  brand
• 12:58
  know
• 12:58
  about
• 12:58
  me
• 12:59
  before
• 12:59
  I
• 13:00
  become
• 13:00
  creeped
• 13:00
  out
• 13:00
  by
• 13:01
  it?
• 13:01
  And
• 13:01
  that
• 13:01
  used
• 13:01
  to
• 13:01
  be
• 13:02
  pretty
• 13:02
  much
• 13:02
  anything
• 13:02
  would
• 13:03
  be
• 13:03
  across
• 13:03
  the
• 13:03
  creepy
• 13:04
  line.
• 13:04
  But
• 13:05
  then
• 13:05
  expectations
• 13:06
  have
• 13:06
  shifted,
• 13:06
  and
• 13:06
  again,
• 13:06
  the
• 13:07
  new
• 13:07
  generation
• 13:07
  of
• 13:07
  consumers,
• 13:08
  like
• 13:08
  your
• 13:08
  daughter,
• 13:09
  have
• 13:09
  very
• 13:10
  firm
• 13:10
  expectations
• 13:11
  of,
• 13:11
  why
• 13:11
  don't
• 13:11
  you
• 13:11
  understand
• 13:12
  my.
• 13:12
  Why
• 13:12
  didn't
• 13:12
  you.
• 13:12
  My
• 13:13
  preferences.
• 13:13
  I
• 13:13
  put
• 13:13
  all
• 13:13
  this
• 13:14
  out
• 13:14
  there
• 13:15
  and
• 13:15
  I
• 13:15
  click
• 13:16
  the
• 13:16
  terms
• 13:16
  and
• 13:16
  conditions
• 13:17
  boxes.
• 13:18
  And
• 13:18
  then
• 13:18
  for
• 13:18
  the
• 13:18
  hamburger
• 13:19
  example,
• 13:19
  well,
• 13:19
  like
• 13:20
  it's.
• 13:21
  Could
• 13:22
  it
• 13:22
  be
• 13:22
  confirmation
• 13:22
  biased?
• 13:23
  I
• 13:23
  mean,
• 13:23
  you
• 13:24
  hear
• 13:24
  the
• 13:24
  story
• 13:25
  of
• 13:25
  the
• 13:25
  yellow
• 13:25
  cars,
• 13:25
  right?
• 13:26
  You
• 13:26
  don't
• 13:26
  see
• 13:26
  any
• 13:26
  yellow
• 13:26
  cars
• 13:27
  until
• 13:27
  you
• 13:27
  think
• 13:27
  about
• 13:27
  yellow
• 13:27
  cars.
• 13:28
  And
• 13:28
  then
• 13:28
  you
• 13:28
  see
• 13:28
  them
• 13:28
  everywhere.
• 13:29
  Maybe
• 13:29
  that's
• 13:29
  happening
• 13:30
  with
• 13:30
  hamburgers.
• 13:31
  Or
• 13:31
  maybe
• 13:32
  like,
• 13:32
  in
• 13:32
  the
• 13:32
  depth
• 13:32
  of
• 13:33
  all
• 13:33
  the
• 13:33
  terms
• 13:33
  and
• 13:33
  conditions
• 13:34
  that
• 13:34
  we
• 13:34
  all
• 13:34
  scroll
• 13:34
  past
• 13:35
  every
• 13:35
  single
• 13:35
  day,
• 13:35
  like,
• 13:35
  who
• 13:36
  even
• 13:36
  reads
• 13:36
  those?
• 13:38
  Have
• 13:38
  we
• 13:38
  said
• 13:39
  to
• 13:39
  Amazon,
• 13:39
  Alexa
• 13:40
  or
• 13:40
  Google
• 13:40
  Pixel
• 13:41
  or
• 13:41
  Siri
• 13:42
  or
• 13:42
  whatever
• 13:42
  it
• 13:42
  might
• 13:42
  be,
• 13:42
  like,
• 13:43
  it's
• 13:43
  okay
• 13:43
  for
• 13:43
  you
• 13:43
  to
• 13:44
  listen
• 13:44
  to
• 13:44
  me
• 13:44
  if
• 13:44
  it's.
• 13:45
  If
• 13:45
  it's
• 13:45
  in
• 13:46
  my
• 13:46
  interests.
• 13:47
  And
• 13:48
  you
• 13:48
  know,
• 13:48
  maybe
• 13:48
  it
• 13:48
  isn't
• 13:49
  your
• 13:49
  interests
• 13:49
  that
• 13:49
  you
• 13:49
  want
• 13:49
  a
• 13:49
  hamburger.
• 13:50
  Like
• 13:50
  there's
• 13:50
  a
• 13:50
  whole
• 13:50
  moral,
• 13:51
  ethical
• 13:51
  angle
• 13:51
  on
• 13:51
  that.
• 13:52
  Maybe
• 13:52
  or
• 13:53
  isn't
• 13:53
  in
• 13:53
  your
• 13:53
  interest
• 13:53
  to
• 13:53
  be
• 13:54
  a
• 13:54
  hamburger?
• 13:54
  I
• 13:54
  don't
• 13:54
  know.
• 13:56
  Depends
• 13:56
  on
• 13:57
  the
• 13:57
  situation.
• 13:57
  I
• 13:58
  agree.
• 13:58
  I
• 13:58
  mean
• 13:58
  it's,
• 13:58
  it's,
• 13:59
  some
• 13:59
  days
• 13:59
  it's
• 14:00
  really
• 14:00
  scary.
• 14:00
  But
• 14:00
  then
• 14:02
  I
• 14:03
  personally
• 14:03
  feel
• 14:03
  we
• 14:03
  are
• 14:04
  way
• 14:04
  past
• 14:04
  where
• 14:04
  we
• 14:04
  have
• 14:05
  to
• 14:05
  get.
• 14:05
  Remember
• 14:06
  like
• 14:06
  the
• 14:06
  whole
• 14:06
  concept
• 14:06
  of
• 14:07
  the
• 14:07
  big
• 14:07
  brother,
• 14:08
  like
• 14:08
  someone's
• 14:08
  watching
• 14:09
  over
• 14:09
  you.
• 14:10
  I
• 14:10
  think
• 14:10
  there's
• 14:11
  a
• 14:11
  level
• 14:11
  of
• 14:11
  comfort
• 14:12
  with
• 14:12
  that
• 14:12
  and
• 14:12
  I
• 14:12
  think
• 14:13
  now
• 14:13
  the
• 14:13
  level
• 14:13
  of
• 14:13
  comfort
• 14:14
  has
• 14:14
  even
• 14:14
  gone
• 14:14
  past
• 14:15
  with
• 14:16
  more
• 14:16
  and
• 14:16
  more
• 14:17
  people,
• 14:18
  either
• 14:18
  individually
• 14:19
  using
• 14:19
  AI
• 14:19
  tools
• 14:20
  or
• 14:20
  as
• 14:21
  we
• 14:21
  start
• 14:21
  embedding
• 14:22
  artificial
• 14:22
  intelligence
• 14:23
  into
• 14:23
  how
• 14:24
  we
• 14:24
  do
• 14:24
  our
• 14:24
  day
• 14:24
  jobs
• 14:25
  as
• 14:25
  well.
• 14:27
  Some
• 14:27
  days
• 14:27
  you
• 14:28
  get
• 14:28
  past,
• 14:28
  but
• 14:29
  I
• 14:29
  don't
• 14:29
  think
• 14:29
  people
• 14:29
  are
• 14:30
  shocked
• 14:30
  anymore.
• 14:31
  We're
• 14:31
  way
• 14:31
  past
• 14:32
  that
• 14:32
  shocked
• 14:33
  behavior
• 14:34
  that.
• 14:34
  Used
• 14:34
  to
• 14:34
  come
• 14:34
  initially
• 14:35
  and
• 14:35
  especially
• 14:36
  if
• 14:36
  you're
• 14:36
  an
• 14:36
  existing
• 14:37
  customer
• 14:37
  and
• 14:38
  in
• 14:38
  service
• 14:38
  of
• 14:38
  someone.
• 14:39
  There's
• 14:40
  an
• 14:40
  example
• 14:40
  that,
• 14:41
  that
• 14:41
  I
• 14:41
  worked
• 14:41
  on
• 14:42
  just
• 14:42
  before
• 14:42
  we
• 14:43
  worked
• 14:43
  together
• 14:44
  where,
• 14:44
  you
• 14:44
  know,
• 14:44
  I
• 14:45
  was
• 14:45
  able
• 14:45
  to
• 14:45
  help
• 14:45
  solve
• 14:45
  the
• 14:46
  problem
• 14:46
  of
• 14:47
  if
• 14:48
  I'm
• 14:48
  on
• 14:48
  this
• 14:48
  brand's
• 14:50
  website
• 14:50
  or
• 14:51
  app
• 14:51
  and
• 14:51
  then
• 14:51
  I
• 14:52
  have
• 14:52
  some
• 14:52
  sort
• 14:52
  of
• 14:52
  problem
• 14:52
  or
• 14:53
  I
• 14:53
  don't
• 14:53
  understand
• 14:53
  what
• 14:53
  I'm
• 14:54
  supposed
• 14:54
  to
• 14:54
  be
• 14:54
  doing
• 14:54
  and
• 14:54
  I
• 14:54
  then
• 14:54
  call
• 14:55
  the
• 14:55
  call
• 14:55
  center,
• 14:56
  you
• 14:56
  better
• 14:56
  damn
• 14:56
  well
• 14:57
  know
• 14:57
  what
• 14:57
  I've
• 14:57
  just
• 14:57
  been
• 14:57
  doing
• 14:57
  on
• 14:57
  that
• 14:58
  mobile
• 14:58
  app.
• 14:58
  Right.
• 14:59
  And
• 14:59
  the
• 14:59
  customers
• 14:59
  expect
• 15:00
  that
• 15:00
  now.
• 15:00
  Right,
• 15:00
  Right.
• 15:01
  It's
• 15:01
  frustrating
• 15:02
  to
• 15:02
  people
• 15:02
  to
• 15:02
  have
• 15:02
  to
• 15:03
  go
• 15:03
  through
• 15:03
  all
• 15:03
  of
• 15:03
  that
• 15:03
  again.
• 15:04
  The
• 15:04
  other
• 15:04
  paradox
• 15:05
  I
• 15:05
  wanted
• 15:05
  to
• 15:05
  loop
• 15:05
  back
• 15:05
  to,
• 15:05
  it
• 15:05
  was
• 15:06
  about
• 15:06
  brand
• 15:07
  in
• 15:07
  particular.
• 15:07
  And
• 15:08
  this
• 15:08
  is
• 15:08
  a,
• 15:08
  this
• 15:09
  is
• 15:09
  a
• 15:09
  gray
• 15:09
  area.
• 15:09
  No
• 15:09
  right
• 15:10
  answer
• 15:10
  to
• 15:10
  this
• 15:10
  question.
• 15:10
  I
• 15:11
  think
• 15:11
  it,
• 15:11
  I
• 15:11
  think
• 15:11
  it
• 15:12
  var.
• 15:13
  So
• 15:13
  we
• 15:13
  spoke
• 15:13
  about
• 15:13
  all
• 15:13
  the
• 15:13
  first
• 15:14
  party
• 15:14
  content
• 15:14
  that
• 15:14
  people
• 15:15
  want.
• 15:15
  The
• 15:15
  comments,
• 15:15
  the
• 15:16
  Reddits,
• 15:16
  the
• 15:16
  quoras,
• 15:17
  the
• 15:17
  Google
• 15:18
  reviews,
• 15:18
  whatever
• 15:18
  it
• 15:18
  might
• 15:19
  be.
• 15:19
  Now
• 15:19
  you
• 15:19
  could
• 15:19
  argue
• 15:20
  that's
• 15:20
  out
• 15:20
  of
• 15:20
  company's
• 15:21
  control,
• 15:21
  but
• 15:21
  you
• 15:21
  could
• 15:21
  also
• 15:22
  argue
• 15:22
  that's
• 15:22
  within
• 15:22
  a
• 15:22
  company's
• 15:23
  control
• 15:23
  because
• 15:23
  if
• 15:24
  you
• 15:24
  provide
• 15:24
  world
• 15:25
  class
• 15:25
  products
• 15:26
  and
• 15:26
  services,
• 15:27
  then
• 15:27
  you're
• 15:27
  going
• 15:27
  to
• 15:27
  get
• 15:27
  great
• 15:28
  reviews
• 15:28
  and
• 15:28
  people
• 15:28
  are
• 15:28
  going
• 15:28
  to
• 15:29
  say
• 15:29
  good
• 15:29
  things
• 15:29
  about
• 15:29
  you.
• 15:30
  If
• 15:30
  you
• 15:30
  scam
• 15:30
  people
• 15:31
  and
• 15:31
  don't
• 15:31
  give
• 15:31
  them
• 15:31
  good
• 15:31
  value
• 15:32
  for
• 15:32
  money,
• 15:32
  they're
• 15:32
  going
• 15:32
  to
• 15:32
  write
• 15:32
  bad
• 15:33
  things
• 15:33
  about
• 15:33
  you.
• 15:33
  So
• 15:33
  to
• 15:34
  some
• 15:34
  extent
• 15:34
  that
• 15:34
  is
• 15:34
  in
• 15:34
  your
• 15:35
  control.
• 15:36
  But
• 15:36
  the
• 15:36
  flip
• 15:37
  side
• 15:37
  of
• 15:37
  it
• 15:37
  though,
• 15:37
  thinking
• 15:38
  about
• 15:38
  particularly
• 15:39
  how
• 15:39
  the
• 15:40
  AI
• 15:40
  models
• 15:41
  and
• 15:41
  Google
• 15:41
  have
• 15:42
  begun
• 15:42
  to
• 15:42
  source
• 15:42
  information
• 15:43
  from
• 15:43
  those
• 15:43
  third
• 15:44
  parties,
• 15:45
  you
• 15:46
  know,
• 15:46
  people
• 15:46
  can
• 15:46
  be
• 15:46
  a
• 15:46
  little
• 15:47
  can
• 15:47
  over
• 15:47
  index
• 15:47
  on
• 15:47
  the
• 15:48
  fear
• 15:48
  a
• 15:48
  little
• 15:48
  bit
• 15:48
  like
• 15:49
  one
• 15:50
  dissatisfied
• 15:51
  customer
• 15:51
  posting
• 15:51
  something
• 15:51
  on
• 15:52
  Reddit
• 15:52
  is
• 15:52
  not
• 15:52
  going
• 15:52
  to
• 15:53
  outweigh
• 15:53
  the
• 15:53
  domain
• 15:54
  authority
• 15:54
  of
• 15:55
  you
• 15:55
  posting
• 15:55
  something
• 15:55
  on
• 15:55
  your
• 15:56
  website.
• 15:57
  And
• 15:57
  I
• 15:57
  think
• 15:59
  usually
• 15:59
  like
• 15:59
  the,
• 16:00
  the,
• 16:00
  the
• 16:00
  AI
• 16:01
  models
• 16:01
  will,
• 16:01
  will
• 16:02
  look
• 16:02
  to
• 16:02
  sources
• 16:03
  that
• 16:03
  they
• 16:03
  know
• 16:03
  to
• 16:03
  be
• 16:03
  of
• 16:04
  good
• 16:04
  authority.
• 16:04
  But
• 16:05
  here's
• 16:05
  the
• 16:05
  interesting
• 16:05
  thing
• 16:05
  that
• 16:06
  we
• 16:06
  also
• 16:06
  both
• 16:06
  know
• 16:07
  in
• 16:07
  terms
• 16:08
  of
• 16:08
  their
• 16:08
  individual
• 16:08
  domains,
• 16:09
  not
• 16:09
  all
• 16:09
  brands
• 16:10
  are
• 16:10
  reliable
• 16:11
  as
• 16:11
  others
• 16:11
  at
• 16:11
  actually
• 16:12
  truly
• 16:12
  representing
• 16:13
  what
• 16:13
  they're
• 16:13
  about,
• 16:14
  what
• 16:14
  they
• 16:14
  do
• 16:16
  on
• 16:16
  their
• 16:16
  own
• 16:16
  domain.
• 16:16
  So
• 16:18
  I
• 16:18
  wonder
• 16:18
  how
• 16:19
  kind
• 16:19
  of
• 16:19
  AI
• 16:20
  is
• 16:20
  going
• 16:20
  to
• 16:20
  fish
• 16:20
  through.
• 16:21
  I
• 16:22
  mean
• 16:22
  Google
• 16:22
  has
• 16:22
  this
• 16:22
  concept
• 16:23
  of
• 16:23
  domain
• 16:23
  authority,
• 16:23
  right
• 16:24
  in
• 16:24
  SEO
• 16:24
  of
• 16:24
  how
• 16:25
  reliable
• 16:25
  is
• 16:25
  this
• 16:26
  domain
• 16:26
  and
• 16:26
  it's
• 16:26
  built
• 16:27
  on
• 16:27
  how
• 16:28
  fast
• 16:28
  is
• 16:28
  the
• 16:28
  website,
• 16:29
  how
• 16:29
  many
• 16:29
  people
• 16:29
  go
• 16:29
  there,
• 16:30
  how
• 16:30
  many
• 16:30
  people
• 16:30
  link
• 16:31
  to
• 16:31
  it
• 16:31
  and
• 16:32
  there's
• 16:32
  no
• 16:33
  estimator
• 16:34
  of
• 16:34
  truth.
• 16:34
  I
• 16:34
  wonder
• 16:35
  if
• 16:36
  AI
• 16:36
  models
• 16:37
  have
• 16:37
  already
• 16:37
  or
• 16:37
  indeed
• 16:38
  in
• 16:38
  the
• 16:38
  future
• 16:38
  sort
• 16:39
  of
• 16:39
  build
• 16:39
  some
• 16:39
  aspect
• 16:40
  of
• 16:40
  domain
• 16:40
  trust
• 16:41
  into
• 16:41
  whether
• 16:42
  or
• 16:42
  not
• 16:42
  they
• 16:42
  push
• 16:43
  a
• 16:43
  brand's
• 16:44
  own
• 16:44
  content
• 16:45
  as
• 16:46
  part
• 16:46
  of
• 16:46
  search
• 16:46
  results.
• 16:47
  I
• 16:47
  wouldn't
• 16:47
  be
• 16:47
  surprised
• 16:48
  if
• 16:48
  that
• 16:49
  becomes
• 16:49
  an
• 16:50
  ultimate
• 16:50
  revenue
• 16:51
  models
• 16:52
  for
• 16:52
  some
• 16:52
  of
• 16:52
  these
• 16:52
  organizations,
• 16:53
  right?
• 16:53
  As
• 16:54
  and
• 16:54
  more
• 16:54
  we
• 16:54
  start
• 16:55
  using
• 16:55
  these
• 16:56
  AI
• 16:57
  authorities,
• 16:58
  you
• 16:58
  know,
• 16:58
  we've
• 16:58
  already
• 16:59
  talked
• 16:59
  about
• 16:59
  SEO
• 16:59
  and
• 17:00
  we
• 17:00
  all
• 17:00
  know
• 17:00
  that
• 17:01
  there's
• 17:01
  been
• 17:01
  a
• 17:01
  decline
• 17:02
  in
• 17:02
  terms
• 17:02
  of
• 17:03
  search
• 17:03
  engine
• 17:04
  optimization
• 17:04
  like
• 17:05
  the
• 17:05
  keywords.
• 17:06
  And
• 17:07
  you
• 17:07
  know,
• 17:07
  again,
• 17:08
  if
• 17:09
  you're
• 17:09
  searching
• 17:09
  for
• 17:11
  anything
• 17:11
  right
• 17:11
  now,
• 17:12
  let's
• 17:12
  say
• 17:12
  you're
• 17:12
  searching
• 17:13
  for
• 17:13
  a
• 17:13
  specific
• 17:13
  brand
• 17:13
  or
• 17:14
  a
• 17:14
  specific
• 17:14
  product.
• 17:15
  And
• 17:16
  I
• 17:16
  think
• 17:16
  most
• 17:16
  people,
• 17:17
  instead
• 17:17
  of
• 17:18
  even
• 17:18
  going
• 17:18
  to
• 17:18
  Google,
• 17:19
  are
• 17:19
  actually
• 17:19
  going
• 17:20
  into
• 17:20
  these
• 17:21
  AI
• 17:21
  tools
• 17:21
  to
• 17:21
  understand
• 17:23
  and
• 17:23
  it's
• 17:23
  human
• 17:24
  nature,
• 17:24
  right?
• 17:24
  Like
• 17:24
  the
• 17:25
  one
• 17:25
  thing
• 17:25
  we
• 17:25
  I
• 17:25
  tell
• 17:26
  my
• 17:26
  students
• 17:26
  is
• 17:26
  always
• 17:27
  fact
• 17:27
  check.
• 17:28
  And
• 17:28
  that's
• 17:28
  not
• 17:28
  something
• 17:29
  that
• 17:29
  just
• 17:29
  started
• 17:30
  because
• 17:30
  we
• 17:30
  are
• 17:30
  using
• 17:31
  AI
• 17:31
  tools.
• 17:32
  That
• 17:32
  is
• 17:32
  something
• 17:32
  that
• 17:33
  fundamentally
• 17:34
  every
• 17:35
  person
• 17:35
  should
• 17:35
  always
• 17:35
  be
• 17:35
  doing
• 17:36
  is
• 17:36
  like
• 17:36
  fact
• 17:36
  checking
• 17:37
  your
• 17:37
  resources.
• 17:37
  You
• 17:37
  and
• 17:38
  I
• 17:38
  both
• 17:38
  learned
• 17:38
  that
• 17:38
  at
• 17:38
  school
• 17:39
  20
• 17:39
  years
• 17:39
  ago,
• 17:40
  right?
• 17:40
  So
• 17:41
  I
• 17:41
  think
• 17:41
  it's
• 17:41
  the
• 17:41
  same
• 17:42
  fundamental
• 17:44
  thought
• 17:44
  processes
• 17:45
  here
• 17:45
  is
• 17:45
  check
• 17:45
  that.
• 17:46
  But,
• 17:46
  but
• 17:46
  again,
• 17:47
  I
• 17:47
  think
• 17:47
  as
• 17:47
  and
• 17:48
  when
• 17:49
  more
• 17:49
  mainstream
• 17:50
  people
• 17:50
  start
• 17:51
  using
• 17:51
  these
• 17:51
  tools,
• 17:52
  I
• 17:52
  can
• 17:53
  see
• 17:53
  a
• 17:53
  reason
• 17:53
  where
• 17:54
  somebody's
• 17:54
  trying
• 17:54
  to
• 17:54
  monetize
• 17:55
  that
• 17:55
  and
• 17:55
  say,
• 17:56
  well
• 17:56
  now
• 17:57
  we're
• 17:57
  going
• 17:57
  to
• 17:57
  start
• 17:57
  monetizing
• 17:58
  owned
• 17:59
  content
• 17:59
  that
• 17:59
  has
• 18:00
  more
• 18:00
  authority
• 18:00
  and
• 18:01
  we're
• 18:01
  going
• 18:01
  to
• 18:01
  make
• 18:01
  sure
• 18:01
  that
• 18:01
  showing
• 18:02
  up
• 18:02
  through
• 18:02
  these
• 18:03
  AI
• 18:03
  models
• 18:04
  and
• 18:04
  that
• 18:05
  allows
• 18:05
  brands
• 18:05
  to
• 18:05
  work
• 18:06
  with
• 18:06
  them
• 18:06
  a
• 18:06
  little
• 18:06
  bit
• 18:06
  more
• 18:06
  closely
• 18:07
  as
• 18:07
  well
• 18:07
  too.
• 18:07
  So
• 18:08
  again,
• 18:09
  I
• 18:09
  just
• 18:09
  feel
• 18:09
  like
• 18:09
  again,
• 18:10
  I'm
• 18:10
  not
• 18:10
  an
• 18:10
  expert.
• 18:11
  I
• 18:11
  think
• 18:11
  I'm
• 18:11
  learning
• 18:12
  by
• 18:13
  experimenting,
• 18:14
  by
• 18:14
  using,
• 18:14
  by
• 18:15
  seeing
• 18:15
  what's
• 18:15
  happening
• 18:15
  around
• 18:16
  me.
• 18:16
  But
• 18:17
  it's
• 18:17
  scary
• 18:17
  on
• 18:18
  certain
• 18:18
  days.
• 18:18
  But
• 18:19
  I
• 18:19
  think
• 18:19
  it
• 18:19
  also
• 18:19
  then
• 18:20
  brings
• 18:21
  home
• 18:21
  the
• 18:21
  fact
• 18:21
  is
• 18:22
  that
• 18:22
  we
• 18:22
  are
• 18:22
  all
• 18:23
  in
• 18:23
  the
• 18:23
  business
• 18:23
  of
• 18:23
  creating
• 18:24
  trust.
• 18:25
  And
• 18:25
  I
• 18:25
  think
• 18:25
  that's
• 18:26
  what
• 18:26
  it
• 18:26
  fundamentally
• 18:26
  comes
• 18:27
  down
• 18:27
  to
• 18:27
  how
• 18:28
  do
• 18:28
  you
• 18:28
  create
• 18:28
  the
• 18:28
  trust?
• 18:29
  Who's
• 18:29
  got
• 18:29
  the
• 18:29
  relevance,
• 18:30
  who
• 18:31
  owns
• 18:32
  the
• 18:32
  trust
• 18:32
  currency?
• 18:33
  And
• 18:34
  you
• 18:34
  have
• 18:34
  to
• 18:34
  look
• 18:34
  at
• 18:35
  all
• 18:35
  these
• 18:35
  spectrums,
• 18:36
  right?
• 18:36
  Like,
• 18:36
  you
• 18:36
  have
• 18:37
  to
• 18:37
  look
• 18:37
  at
• 18:37
  what
• 18:37
  you're
• 18:38
  posting
• 18:38
  on
• 18:38
  your
• 18:39
  own
• 18:39
  channels.
• 18:40
  What
• 18:40
  are
• 18:40
  you
• 18:40
  posting
• 18:41
  in
• 18:42
  third
• 18:42
  parties?
• 18:42
  Like,
• 18:43
  you
• 18:43
  know,
• 18:43
  let's
• 18:43
  say,
• 18:43
  what
• 18:44
  is
• 18:44
  the
• 18:44
  media
• 18:44
  talking
• 18:45
  about
• 18:45
  and
• 18:45
  how
• 18:45
  they're
• 18:46
  talking
• 18:46
  about
• 18:46
  you?
• 18:47
  How
• 18:47
  are
• 18:47
  you
• 18:47
  showing
• 18:47
  up
• 18:48
  in
• 18:48
  generative
• 18:48
  AI
• 18:49
  search?
• 18:50
  I
• 18:50
  think
• 18:50
  Reddit
• 18:51
  is
• 18:51
  very
• 18:51
  critical
• 18:52
  for
• 18:52
  B2C
• 18:52
  companies.
• 18:54
  You
• 18:54
  know,
• 18:54
  that's
• 18:54
  where
• 18:54
  if
• 18:55
  you're
• 18:55
  not
• 18:55
  engaging
• 18:56
  as
• 18:56
  a
• 18:56
  brand
• 18:56
  in
• 18:57
  forums
• 18:57
  like
• 18:57
  Quora
• 18:58
  and
• 18:58
  Reddit,
• 18:59
  there's
• 18:59
  a
• 19:00
  huge
• 19:00
  conversation
• 19:01
  that
• 19:01
  you're
• 19:01
  leaving
• 19:02
  out
• 19:02
  the
• 19:02
  door
• 19:02
  because
• 19:03
  those
• 19:03
  are
• 19:03
  early
• 19:04
  predictors.
• 19:05
  They're
• 19:05
  early
• 19:05
  indicators
• 19:06
  of
• 19:06
  are
• 19:07
  there
• 19:07
  certain
• 19:07
  elements
• 19:08
  of
• 19:08
  your
• 19:08
  products
• 19:08
  that
• 19:09
  are
• 19:09
  not
• 19:09
  working?
• 19:09
  You
• 19:10
  know,
• 19:10
  Apple
• 19:10
  does
• 19:10
  it
• 19:11
  really
• 19:11
  well.
• 19:11
  They
• 19:12
  are
• 19:12
  as
• 19:12
  much
• 19:13
  inclined
• 19:13
  into
• 19:14
  creating
• 19:14
  new
• 19:14
  products
• 19:15
  as
• 19:16
  much
• 19:16
  as
• 19:16
  they're
• 19:16
  trying
• 19:16
  to
• 19:17
  evaluate
• 19:17
  how
• 19:17
  their
• 19:18
  current
• 19:18
  products
• 19:18
  work.
• 19:19
  And
• 19:19
  that's
• 19:19
  why
• 19:20
  they've
• 19:20
  invested
• 19:20
  so
• 19:21
  much
• 19:22
  into
• 19:22
  making
• 19:22
  sure
• 19:22
  that
• 19:23
  the
• 19:23
  relevant
• 19:23
  information
• 19:24
  is
• 19:24
  available.
• 19:25
  And
• 19:25
  they're
• 19:25
  silently
• 19:26
  engaging
• 19:26
  on
• 19:26
  those
• 19:26
  forums
• 19:27
  as
• 19:27
  well,
• 19:27
  too.
• 19:27
  So
• 19:28
  again,
• 19:29
  I
• 19:29
  feel
• 19:29
  like
• 19:30
  it
• 19:30
  is
• 19:30
  so
• 19:30
  core
• 19:31
  to
• 19:31
  know
• 19:31
  what's
• 19:32
  working,
• 19:32
  what's
• 19:32
  not.
• 19:33
  Remember,
• 19:33
  like
• 19:33
  the
• 19:34
  thing
• 19:34
  we
• 19:34
  used
• 19:34
  to
• 19:34
  always
• 19:34
  talk
• 19:34
  about
• 19:35
  measurement
• 19:35
  is
• 19:35
  it's
• 19:36
  more
• 19:36
  about
• 19:36
  calibrating
• 19:37
  versus
• 19:37
  celebrating.
• 19:38
  Measurement
• 19:39
  should
• 19:39
  always
• 19:39
  be
• 19:40
  about,
• 19:40
  not
• 19:40
  about
• 19:40
  so
• 19:41
  much
• 19:41
  about,
• 19:41
  oh,
• 19:41
  look,
• 19:42
  my
• 19:42
  campaign
• 19:42
  was
• 19:42
  successful.
• 19:43
  It
• 19:44
  was
• 19:44
  always
• 19:44
  about,
• 19:44
  this
• 19:44
  is
• 19:45
  what
• 19:45
  it
• 19:45
  taught
• 19:45
  me
• 19:46
  and
• 19:46
  this
• 19:46
  is
• 19:46
  how
• 19:46
  I
• 19:47
  can
• 19:47
  get
• 19:47
  better.
• 19:47
  And
• 19:48
  where
• 19:48
  you
• 19:48
  and
• 19:49
  I
• 19:49
  come
• 19:49
  from,
• 19:49
  with
• 19:49
  very
• 19:50
  deeply
• 19:50
  rooted
• 19:51
  into
• 19:51
  research
• 19:52
  and
• 19:52
  data
• 19:52
  as
• 19:53
  a
• 19:53
  foundation
• 19:53
  of
• 19:53
  how
• 19:53
  we
• 19:53
  did
• 19:54
  our
• 19:54
  day
• 19:54
  jobs,
• 19:55
  I
• 19:55
  think
• 19:55
  that's
• 19:55
  just
• 19:56
  a
• 19:56
  critical
• 19:56
  place
• 19:56
  to
• 19:56
  be
• 19:57
  in.
• 19:57
  Especially
• 19:58
  in
• 19:58
  this
• 19:58
  world
• 19:58
  now.
• 19:59
  And
• 19:59
  this
• 19:59
  is
• 20:00
  an
• 20:00
  example
• 20:00
  of
• 20:00
  a
• 20:00
  great
• 20:01
  use
• 20:01
  case
• 20:01
  of
• 20:01
  AI.
• 20:02
  So
• 20:02
  if
• 20:02
  you
• 20:02
  want
• 20:02
  some
• 20:03
  ad
• 20:03
  creative,
• 20:04
  right,
• 20:04
  you
• 20:05
  have
• 20:05
  your
• 20:05
  best
• 20:05
  minds
• 20:05
  come
• 20:05
  up
• 20:06
  with
• 20:06
  the
• 20:06
  best
• 20:06
  copy.
• 20:06
  But
• 20:07
  what
• 20:07
  is
• 20:07
  the
• 20:07
  best
• 20:07
  picture
• 20:08
  or
• 20:08
  what
• 20:08
  is
• 20:08
  the
• 20:09
  best
• 20:09
  call
• 20:09
  to
• 20:09
  action?
• 20:10
  Or
• 20:10
  as
• 20:10
  we
• 20:10
  talked
• 20:10
  about
• 20:10
  with
• 20:11
  the
• 20:11
  three
• 20:11
  seconds
• 20:11
  you
• 20:11
  have
• 20:12
  to
• 20:12
  get
• 20:12
  someone's
• 20:12
  attention,
• 20:13
  what
• 20:13
  is
• 20:13
  the
• 20:13
  best
• 20:13
  hook?
• 20:13
  Right?
• 20:14
  How
• 20:14
  do
• 20:14
  I
• 20:14
  even
• 20:14
  get
• 20:14
  people
• 20:15
  to
• 20:15
  read
• 20:15
  my
• 20:15
  marketing
• 20:15
  copy
• 20:17
  in
• 20:17
  the
• 20:17
  first
• 20:17
  place?
• 20:18
  And
• 20:18
  it
• 20:18
  used
• 20:18
  to
• 20:19
  be
• 20:19
  maybe
• 20:19
  you
• 20:19
  could
• 20:19
  test
• 20:19
  one
• 20:20
  or
• 20:20
  two.
• 20:20
  You
• 20:20
  do
• 20:20
  an
• 20:20
  A
• 20:21
  B
• 20:21
  test.
• 20:21
  That's
• 20:21
  why
• 20:21
  they're
• 20:21
  called
• 20:21
  a
• 20:22
  B
• 20:22
  test.
• 20:22
  Because
• 20:22
  we
• 20:22
  could,
• 20:22
  we
• 20:23
  could
• 20:23
  do
• 20:23
  two.
• 20:24
  But
• 20:24
  now
• 20:24
  you
• 20:24
  could,
• 20:24
  you
• 20:25
  could
• 20:25
  use
• 20:25
  AI
• 20:25
  to
• 20:26
  be
• 20:26
  a
• 20:26
  great
• 20:26
  assistant
• 20:27
  to
• 20:27
  that
• 20:27
  process
• 20:27
  and
• 20:28
  you
• 20:28
  could
• 20:28
  spin
• 20:28
  up
• 20:28
  a
• 20:28
  hundred
• 20:28
  different
• 20:29
  pieces
• 20:29
  of
• 20:29
  ad
• 20:29
  marketing
• 20:30
  copy
• 20:30
  or
• 20:30
  100
• 20:31
  different
• 20:31
  pictures
• 20:31
  and
• 20:32
  you
• 20:32
  could
• 20:32
  test
• 20:32
  all
• 20:32
  of
• 20:32
  them.
• 20:33
  And
• 20:35
  it
• 20:35
  gets
• 20:35
  to
• 20:35
  the
• 20:36
  fact
• 20:36
  that
• 20:36
  the
• 20:37
  very
• 20:37
  fact
• 20:37
  that
• 20:37
  you
• 20:37
  were
• 20:37
  talking
• 20:38
  about
• 20:38
  the
• 20:38
  Goal
• 20:38
  is
• 20:39
  not
• 20:39
  how
• 20:39
  can
• 20:39
  I
• 20:39
  one
• 20:40
  shot
• 20:40
  a
• 20:40
  winning
• 20:40
  advertising.
• 20:41
  The
• 20:41
  goal
• 20:41
  is
• 20:41
  how
• 20:41
  can
• 20:42
  I
• 20:42
  collect
• 20:42
  data
• 20:42
  in
• 20:43
  a
• 20:43
  deep
• 20:43
  and
• 20:44
  statistically
• 20:45
  significant
• 20:45
  enough
• 20:45
  way
• 20:46
  that
• 20:46
  I
• 20:46
  can
• 20:46
  work
• 20:47
  my
• 20:47
  way
• 20:47
  to
• 20:47
  the
• 20:47
  winning
• 20:47
  advert?
• 20:48
  Because,
• 20:48
  yeah,
• 20:49
  there's,
• 20:50
  there's
• 20:50
  a
• 20:51
  lot
• 20:51
  of,
• 20:51
  a
• 20:51
  lot
• 20:51
  more
• 20:52
  art
• 20:52
  than
• 20:52
  science
• 20:53
  in
• 20:53
  marketing
• 20:53
  than
• 20:53
  I
• 20:53
  think
• 20:54
  people
• 20:54
  realize.
• 20:54
  Yeah.
• 20:55
  I
• 20:55
  mean,
• 20:55
  I've
• 20:55
  always
• 20:56
  said
• 20:56
  that
• 20:56
  PR
• 20:56
  is
• 20:57
  both
• 20:57
  an
• 20:57
  art
• 20:57
  and
• 20:57
  a
• 20:57
  science.
• 20:58
  Right.
• 20:58
  I
• 20:58
  think
• 20:58
  we've,
• 20:58
  we've
• 20:59
  got
• 20:59
  the
• 20:59
  art
• 20:59
  part,
• 20:59
  but
• 21:00
  the
• 21:00
  science
• 21:00
  part
• 21:00
  is
• 21:00
  where
• 21:00
  the
• 21:01
  experimentation
• 21:01
  comes
• 21:02
  in.
• 21:02
  And
• 21:02
  I
• 21:02
  think
• 21:02
  that's
• 21:03
  the
• 21:03
  part
• 21:03
  that's
• 21:03
  not
• 21:03
  in
• 21:03
  our
• 21:04
  control
• 21:04
  because
• 21:04
  everything
• 21:05
  around
• 21:05
  us
• 21:05
  is
• 21:05
  changing.
• 21:06
  So
• 21:07
  if
• 21:07
  you're
• 21:07
  going
• 21:07
  to
• 21:07
  sit
• 21:07
  back
• 21:08
  and
• 21:08
  just
• 21:08
  like
• 21:09
  stay
• 21:09
  in
• 21:09
  your
• 21:09
  lanes
• 21:10
  and
• 21:10
  not
• 21:10
  really
• 21:10
  touch
• 21:11
  what's
• 21:11
  happening
• 21:11
  around
• 21:11
  you,
• 21:12
  I
• 21:12
  think
• 21:12
  you're
• 21:12
  going
• 21:12
  to
• 21:12
  be
• 21:12
  fairly
• 21:13
  obsolete
• 21:13
  at
• 21:13
  some
• 21:13
  point
• 21:14
  or
• 21:14
  you
• 21:14
  will
• 21:14
  have
• 21:15
  data
• 21:15
  that's
• 21:15
  not
• 21:15
  really
• 21:16
  informing
• 21:17
  anything
• 21:17
  as
• 21:17
  well.
• 21:18
  And
• 21:18
  I
• 21:19
  really
• 21:19
  like
• 21:19
  the,
• 21:19
  you
• 21:20
  know,
• 21:20
  what
• 21:20
  you
• 21:20
  just
• 21:21
  touched
• 21:21
  upon
• 21:21
  in
• 21:21
  general
• 21:22
  is
• 21:22
  again,
• 21:23
  directional
• 21:24
  data
• 21:25
  that
• 21:25
  informs
• 21:26
  what
• 21:26
  you
• 21:26
  want
• 21:26
  to
• 21:27
  do
• 21:27
  and
• 21:27
  then
• 21:27
  the
• 21:28
  ongoing
• 21:28
  testing.
• 21:28
  And
• 21:29
  I
• 21:29
  do
• 21:29
  think,
• 21:30
  I
• 21:30
  think
• 21:30
  there's
• 21:31
  a
• 21:31
  lot
• 21:31
  of
• 21:31
  conversation
• 21:32
  right
• 21:32
  now
• 21:32
  about
• 21:32
  AI,
• 21:32
  right.
• 21:33
  Is
• 21:34
  it
• 21:34
  going
• 21:34
  to
• 21:34
  impact
• 21:34
  our
• 21:34
  jobs?
• 21:35
  Is
• 21:35
  it
• 21:36
  going
• 21:36
  to
• 21:38
  impact
• 21:39
  young
• 21:39
  students
• 21:39
  who
• 21:39
  are
• 21:40
  going
• 21:40
  to
• 21:40
  be
• 21:40
  graduating
• 21:40
  in
• 21:40
  a
• 21:41
  couple
• 21:41
  of
• 21:41
  years?
• 21:42
  I
• 21:42
  think
• 21:42
  what
• 21:42
  is
• 21:42
  going
• 21:42
  to
• 21:43
  help
• 21:43
  us
• 21:43
  is
• 21:43
  scale.
• 21:44
  You
• 21:44
  just
• 21:44
  talked
• 21:44
  about
• 21:45
  that.
• 21:45
  It's
• 21:45
  going
• 21:45
  to
• 21:45
  be
• 21:45
  more
• 21:46
  efficient
• 21:47
  in
• 21:47
  terms
• 21:47
  of
• 21:48
  we're
• 21:48
  going
• 21:48
  to
• 21:48
  spend
• 21:49
  less
• 21:49
  time
• 21:49
  on
• 21:50
  things
• 21:50
  like
• 21:50
  research.
• 21:51
  I
• 21:51
  remember
• 21:52
  days
• 21:52
  when
• 21:52
  if
• 21:53
  you're
• 21:53
  trying
• 21:53
  to
• 21:53
  do
• 21:53
  a
• 21:53
  competitive
• 21:54
  analysis,
• 21:55
  there
• 21:55
  is
• 21:55
  so
• 21:56
  much
• 21:56
  data
• 21:56
  out
• 21:57
  there,
• 21:57
  it
• 21:58
  allows
• 21:58
  you
• 21:58
  to
• 21:59
  do
• 21:59
  that
• 21:59
  same
• 21:59
  amount
• 22:00
  of
• 22:00
  work
• 22:01
  in
• 22:01
  a
• 22:01
  much
• 22:01
  lesser
• 22:02
  time.
• 22:02
  You
• 22:02
  still
• 22:03
  have
• 22:03
  to
• 22:03
  go
• 22:03
  back
• 22:03
  and
• 22:04
  add
• 22:04
  your
• 22:05
  own
• 22:05
  perspective
• 22:06
  and
• 22:06
  what
• 22:07
  is
• 22:07
  the
• 22:07
  point
• 22:07
  of
• 22:07
  view.
• 22:08
  Right.
• 22:08
  It
• 22:09
  might
• 22:09
  give
• 22:09
  you
• 22:09
  that
• 22:09
  directional
• 22:10
  guidance,
• 22:10
  but
• 22:10
  then
• 22:11
  you
• 22:11
  have
• 22:11
  to
• 22:11
  sit
• 22:11
  down
• 22:12
  and
• 22:12
  analyze
• 22:12
  that
• 22:13
  yourself.
• 22:13
  So
• 22:14
  I
• 22:14
  do
• 22:14
  think,
• 22:14
  I
• 22:14
  think
• 22:14
  where
• 22:15
  it's
• 22:15
  speed
• 22:15
  to
• 22:15
  market
• 22:16
  is
• 22:16
  going
• 22:16
  to
• 22:16
  be
• 22:16
  great
• 22:17
  because
• 22:17
  you'll
• 22:17
  be
• 22:17
  able
• 22:18
  to
• 22:18
  do
• 22:18
  a
• 22:18
  lot
• 22:18
  of
• 22:18
  things
• 22:18
  faster.
• 22:19
  You
• 22:19
  could
• 22:20
  scale
• 22:20
  testing
• 22:21
  in
• 22:21
  new
• 22:21
  and
• 22:21
  different
• 22:21
  ways
• 22:22
  so
• 22:22
  you
• 22:22
  have
• 22:22
  more
• 22:22
  data
• 22:23
  that
• 22:23
  you
• 22:23
  can
• 22:24
  look
• 22:24
  into.
• 22:24
  But
• 22:25
  I
• 22:25
  personally
• 22:25
  feel,
• 22:26
  Graham,
• 22:26
  especially
• 22:26
  in
• 22:26
  the
• 22:27
  world
• 22:27
  that
• 22:27
  I
• 22:27
  live
• 22:27
  in,
• 22:27
  where
• 22:28
  it's
• 22:28
  communications,
• 22:29
  reputation,
• 22:30
  building
• 22:30
  trust
• 22:31
  that
• 22:31
  the
• 22:31
  human
• 22:32
  interaction
• 22:33
  is
• 22:33
  going
• 22:33
  to
• 22:33
  be
• 22:34
  almost
• 22:34
  as
• 22:34
  critical.
• 22:35
  But
• 22:36
  it
• 22:36
  can
• 22:36
  be
• 22:37
  either
• 22:37
  or
• 22:38
  it
• 22:38
  almost
• 22:39
  has
• 22:39
  to
• 22:39
  be
• 22:39
  together.
• 22:40
  And
• 22:40
  the
• 22:41
  ones
• 22:41
  who
• 22:41
  find
• 22:43
  this
• 22:43
  beautiful
• 22:44
  relationship
• 22:44
  and
• 22:45
  how
• 22:45
  to
• 22:45
  coexist
• 22:46
  with
• 22:46
  each
• 22:46
  other
• 22:46
  are
• 22:46
  going
• 22:46
  to
• 22:47
  be
• 22:47
  the
• 22:47
  most
• 22:47
  successful
• 22:48
  versus
• 22:48
  the
• 22:49
  ones
• 22:49
  who
• 22:49
  continue
• 22:49
  to
• 22:50
  stay
• 22:50
  in
• 22:50
  their
• 22:50
  individual
• 22:50
  lanes.
• 22:51
  We
• 22:51
  talked
• 22:51
  about
• 22:51
  this,
• 22:52
  right?
• 22:52
  The
• 22:52
  CEO
• 22:52
  of
• 22:52
  Anthropic
• 22:53
  come
• 22:53
  out
• 22:53
  and
• 22:54
  predict
• 22:54
  the
• 22:54
  decline
• 22:55
  of
• 22:55
  white
• 22:55
  Collar
• 22:55
  jobs,
• 22:55
  and
• 22:56
  particularly
• 22:56
  entry
• 22:56
  level
• 22:57
  white
• 22:57
  collar
• 22:57
  jobs.
• 22:58
  And
• 22:58
  I
• 22:58
  think
• 22:58
  that's
• 22:59
  maybe
• 22:59
  a
• 23:00
  little
• 23:00
  narrower
• 23:01
  viewpoint
• 23:01
  because
• 23:02
  if
• 23:02
  you
• 23:02
  talk
• 23:02
  about
• 23:03
  white
• 23:03
  collar
• 23:03
  jobs,
• 23:03
  entry
• 23:04
  level,
• 23:04
  white
• 23:04
  collar
• 23:04
  jobs
• 23:04
  as
• 23:04
  they
• 23:05
  exist
• 23:05
  today,
• 23:05
  then
• 23:06
  maybe
• 23:07
  that's
• 23:07
  the
• 23:07
  case.
• 23:08
  But
• 23:08
  humans
• 23:09
  adapt
• 23:09
  and
• 23:09
  people
• 23:09
  can
• 23:10
  adapt.
• 23:10
  So
• 23:10
  if
• 23:11
  you
• 23:11
  were
• 23:11
  just
• 23:12
  like
• 23:12
  five
• 23:12
  years
• 23:12
  ago,
• 23:12
  Suki,
• 23:13
  if
• 23:13
  you
• 23:13
  were
• 23:13
  21
• 23:14
  again,
• 23:15
  always
• 23:15
  21.
• 23:16
  Yeah.
• 23:17
  And
• 23:17
  entering,
• 23:18
  you
• 23:18
  know,
• 23:18
  looking
• 23:18
  to
• 23:19
  enter
• 23:19
  this
• 23:19
  job
• 23:19
  market
• 23:19
  coming
• 23:20
  out
• 23:20
  of
• 23:20
  college,
• 23:20
  maybe
• 23:20
  it
• 23:20
  was
• 23:21
  your
• 23:21
  last
• 23:21
  year
• 23:21
  in
• 23:21
  college,
• 23:21
  like
• 23:22
  speaking
• 23:22
  to
• 23:22
  somebody
• 23:23
  like
• 23:23
  that
• 23:23
  in
• 23:23
  the
• 23:24
  audience,
• 23:24
  like,
• 23:24
  how
• 23:24
  would
• 23:25
  you
• 23:25
  advise
• 23:26
  them
• 23:26
  to
• 23:26
  scale
• 23:26
  themselves
• 23:27
  up
• 23:27
  or
• 23:27
  approach
• 23:27
  the
• 23:28
  job
• 23:28
  market
• 23:28
  that
• 23:28
  they're
• 23:29
  coming
• 23:29
  into?
• 23:30
  I
• 23:30
  was
• 23:30
  sharing
• 23:30
  this
• 23:30
  when
• 23:30
  I
• 23:31
  started
• 23:31
  teaching
• 23:31
  about
• 23:31
  six
• 23:32
  years
• 23:32
  back
• 23:32
  and
• 23:32
  I
• 23:33
  told
• 23:33
  my
• 23:33
  students,
• 23:33
  I
• 23:34
  said,
• 23:34
  stay.
• 23:35
  You
• 23:35
  have
• 23:35
  to
• 23:35
  have
• 23:35
  a
• 23:36
  minor
• 23:36
  in
• 23:36
  data,
• 23:36
  some
• 23:37
  sort
• 23:37
  of
• 23:37
  minor
• 23:38
  where
• 23:38
  allows
• 23:38
  you
• 23:38
  to
• 23:39
  really
• 23:39
  interpret
• 23:39
  data.
• 23:40
  I
• 23:40
  think
• 23:40
  what
• 23:40
  you
• 23:41
  need
• 23:41
  to
• 23:41
  do
• 23:41
  is
• 23:41
  have
• 23:41
  fungible
• 23:42
  skills.
• 23:42
  You
• 23:43
  can't
• 23:43
  just
• 23:43
  have
• 23:43
  a
• 23:43
  project
• 23:44
  management
• 23:44
  degree
• 23:45
  and
• 23:45
  just
• 23:45
  become
• 23:46
  a
• 23:46
  pm.
• 23:46
  There's
• 23:46
  some
• 23:47
  core
• 23:47
  fundamentals
• 23:49
  that
• 23:49
  you
• 23:49
  require.
• 23:49
  You
• 23:50
  need
• 23:50
  to
• 23:50
  know
• 23:50
  how
• 23:50
  to
• 23:50
  do
• 23:51
  budgeting,
• 23:51
  you
• 23:52
  need
• 23:52
  to
• 23:52
  know
• 23:52
  how
• 23:53
  to
• 23:53
  build
• 23:53
  Excel
• 23:53
  sheets.
• 23:54
  Remember
• 23:54
  the
• 23:54
  days
• 23:54
  when
• 23:55
  I
• 23:55
  remember
• 23:56
  we
• 23:56
  were
• 23:56
  like,
• 23:56
  oh,
• 23:56
  we
• 23:56
  don't
• 23:57
  do
• 23:57
  Excel
• 23:57
  because
• 23:57
  we
• 23:58
  are
• 23:58
  writers.
• 23:59
  We
• 23:59
  are
• 23:59
  the
• 23:59
  ones
• 24:00
  who
• 24:00
  own
• 24:00
  the
• 24:00
  written
• 24:00
  word.
• 24:01
  Well,
• 24:01
  it
• 24:01
  doesn't
• 24:01
  work
• 24:02
  that
• 24:02
  way.
• 24:02
  As
• 24:02
  you
• 24:02
  continue
• 24:03
  to
• 24:03
  lead
• 24:04
  large
• 24:04
  teams,
• 24:04
  you
• 24:04
  need
• 24:05
  to
• 24:05
  know
• 24:05
  how
• 24:05
  to
• 24:05
  build
• 24:06
  an
• 24:06
  operating
• 24:07
  model.
• 24:08
  And
• 24:08
  that
• 24:08
  is
• 24:08
  going
• 24:08
  to
• 24:09
  require
• 24:09
  you
• 24:09
  to
• 24:09
  think
• 24:09
  about
• 24:10
  risk
• 24:10
  and
• 24:10
  compliance
• 24:11
  and
• 24:12
  frameworks.
• 24:13
  You
• 24:13
  have
• 24:13
  to
• 24:14
  understand
• 24:14
  technology.
• 24:15
  That's
• 24:15
  not
• 24:16
  just
• 24:16
  the
• 24:16
  job
• 24:16
  of
• 24:16
  people
• 24:17
  sitting
• 24:17
  in
• 24:17
  the
• 24:17
  technology
• 24:18
  team.
• 24:18
  You
• 24:19
  have
• 24:19
  to
• 24:19
  know
• 24:19
  what
• 24:20
  platforms
• 24:20
  work
• 24:20
  for
• 24:21
  you.
• 24:21
  How
• 24:21
  are
• 24:22
  you
• 24:22
  going
• 24:22
  to
• 24:22
  implement
• 24:23
  social
• 24:23
  media
• 24:24
  if
• 24:24
  you
• 24:24
  don't
• 24:25
  have
• 24:25
  any
• 24:25
  familiarity
• 24:26
  with
• 24:26
  what's
• 24:27
  happening
• 24:27
  with
• 24:27
  the
• 24:27
  algorithms?
• 24:28
  Right.
• 24:28
  So
• 24:29
  I
• 24:29
  think
• 24:29
  AI,
• 24:29
  I
• 24:30
  put
• 24:30
  it
• 24:30
  in
• 24:30
  the
• 24:30
  same
• 24:30
  space,
• 24:31
  is
• 24:31
  how
• 24:32
  do
• 24:32
  we
• 24:32
  think
• 24:32
  about
• 24:32
  that
• 24:33
  completely
• 24:33
  and
• 24:34
  making
• 24:34
  sure
• 24:34
  that
• 24:35
  that's
• 24:35
  the
• 24:36
  approach
• 24:36
  that
• 24:36
  you're
• 24:36
  taking
• 24:36
  overall
• 24:37
  is
• 24:37
  across
• 24:38
  the
• 24:38
  board.
• 24:38
  So
• 24:38
  my
• 24:39
  advice
• 24:39
  to
• 24:40
  my
• 24:40
  current
• 24:40
  students
• 24:41
  is
• 24:42
  become
• 24:43
  a
• 24:43
  good
• 24:43
  use
• 24:43
  case
• 24:44
  and
• 24:44
  use
• 24:45
  AI.
• 24:45
  And
• 24:46
  there's
• 24:46
  a
• 24:46
  lot
• 24:46
  of
• 24:46
  debate
• 24:47
  in
• 24:47
  academia
• 24:48
  where
• 24:48
  some
• 24:48
  professors
• 24:49
  are
• 24:50
  completely
• 24:50
  against
• 24:51
  it,
• 24:51
  some
• 24:52
  are
• 24:52
  much
• 24:52
  more
• 24:52
  open
• 24:52
  to
• 24:53
  it.
• 24:53
  I
• 24:53
  think
• 24:53
  where
• 24:53
  I
• 24:54
  draw
• 24:54
  the
• 24:54
  line
• 24:54
  is
• 24:55
  use
• 24:55
  it
• 24:55
  for
• 24:56
  research.
• 24:56
  But
• 24:57
  you
• 24:57
  have
• 24:57
  to
• 24:57
  make
• 24:57
  sure
• 24:58
  that
• 24:58
  you're
• 24:58
  referencing
• 24:59
  that
• 24:59
  and
• 24:59
  be
• 24:59
  open
• 25:00
  about
• 25:00
  it
• 25:00
  and
• 25:00
  say,
• 25:00
  this
• 25:00
  is
• 25:01
  where
• 25:01
  I
• 25:01
  used
• 25:01
  it,
• 25:01
  this
• 25:01
  is
• 25:02
  where
• 25:02
  it
• 25:02
  allowed
• 25:02
  me
• 25:02
  to
• 25:02
  help.
• 25:03
  But
• 25:03
  this
• 25:03
  is
• 25:04
  really
• 25:04
  where
• 25:04
  my
• 25:04
  own
• 25:05
  perspectives
• 25:05
  are
• 25:05
  coming
• 25:06
  in
• 25:06
  as
• 25:06
  well
• 25:06
  too.
• 25:06
  So
• 25:07
  I
• 25:07
  think
• 25:07
  you
• 25:07
  have
• 25:08
  to
• 25:08
  just
• 25:08
  be
• 25:08
  open,
• 25:08
  just
• 25:09
  be
• 25:09
  thoughtful.
• 25:09
  My
• 25:09
  own
• 25:10
  daughter
• 25:10
  graduates
• 25:10
  in
• 25:11
  two
• 25:11
  years
• 25:11
  from
• 25:12
  high
• 25:12
  school
• 25:12
  and
• 25:13
  I
• 25:13
  told
• 25:13
  her,
• 25:13
  if
• 25:14
  you're
• 25:14
  not
• 25:14
  building
• 25:14
  Something
• 25:15
  with
• 25:15
  these
• 25:15
  tools
• 25:16
  today,
• 25:17
  you're
• 25:17
  going
• 25:17
  to
• 25:17
  be
• 25:17
  way
• 25:18
  behind
• 25:18
  the
• 25:18
  curve
• 25:19
  when
• 25:19
  you
• 25:19
  do
• 25:19
  graduate
• 25:20
  and
• 25:20
  even
• 25:20
  try
• 25:20
  to
• 25:21
  go
• 25:21
  into
• 25:21
  college,
• 25:21
  because
• 25:22
  your,
• 25:22
  your
• 25:22
  lectures
• 25:23
  are
• 25:23
  going
• 25:23
  to
• 25:23
  change.
• 25:23
  What
• 25:24
  they're
• 25:24
  going
• 25:24
  to
• 25:24
  teach
• 25:24
  is
• 25:24
  going
• 25:25
  to
• 25:25
  change,
• 25:25
  how
• 25:25
  they're
• 25:25
  going
• 25:26
  to
• 25:26
  teach
• 25:26
  you
• 25:26
  is
• 25:27
  going
• 25:27
  to
• 25:27
  change.
• 25:27
  And
• 25:27
  guess
• 25:28
  what,
• 25:28
  Graham,
• 25:28
  how
• 25:29
  they're
• 25:29
  going
• 25:29
  to
• 25:29
  learn
• 25:29
  is
• 25:30
  going
• 25:30
  to
• 25:30
  change
• 25:30
  too.
• 25:30
  So.
• 25:31
  And
• 25:31
  I'd
• 25:31
  say
• 25:32
  on
• 25:32
  top
• 25:32
  of
• 25:32
  that,
• 25:32
  how
• 25:32
  they're
• 25:33
  going
• 25:33
  to
• 25:33
  examine
• 25:33
  you
• 25:33
  and
• 25:33
  assess
• 25:34
  you
• 25:34
  is
• 25:34
  going
• 25:34
  to
• 25:34
  change
• 25:35
  also.
• 25:35
  Right?
• 25:35
  It's,
• 25:36
  you
• 25:36
  know,
• 25:37
  a
• 25:37
  friend
• 25:37
  of
• 25:37
  mine
• 25:37
  is
• 25:38
  a,
• 25:38
  is
• 25:39
  a
• 25:39
  professor
• 25:40
  at
• 25:40
  a
• 25:40
  local,
• 25:41
  at
• 25:41
  gmu
• 25:41
  and
• 25:43
  he
• 25:43
  was
• 25:43
  pilot
• 25:44
  testing
• 25:44
  with
• 25:44
  me
• 25:44
  some
• 25:44
  AI
• 25:45
  stuff.
• 25:45
  He
• 25:45
  was
• 25:45
  sending
• 25:45
  me
• 25:46
  assignments
• 25:46
  and
• 25:46
  asking
• 25:46
  me
• 25:47
  to
• 25:47
  complete
• 25:47
  them
• 25:47
  with
• 25:47
  AI
• 25:48
  alongside
• 25:48
  his
• 25:49
  students.
• 25:49
  And
• 25:50
  he
• 25:51
  had
• 25:51
  come
• 25:51
  up
• 25:51
  with
• 25:51
  smart
• 25:51
  enough
• 25:52
  ways
• 25:52
  to
• 25:53
  detect
• 25:53
  that.
• 25:54
  I
• 25:54
  didn't
• 25:54
  really
• 25:54
  know
• 25:55
  about
• 25:55
  the
• 25:56
  origins
• 25:56
  of
• 25:56
  Buddhism
• 25:56
  or
• 25:57
  whether
• 25:57
  it
• 25:57
  was
• 25:58
  whatever
• 25:59
  it
• 25:59
  was
• 25:59
  that
• 25:59
  the
• 25:59
  essay
• 25:59
  was
• 25:59
  about.
• 26:00
  But
• 26:00
  I
• 26:01
  think
• 26:01
  learning
• 26:01
  how
• 26:01
  to
• 26:01
  integrate
• 26:02
  it
• 26:03
  is
• 26:03
  critical.
• 26:04
  As
• 26:05
  a
• 26:05
  writer,
• 26:05
  someone
• 26:05
  who
• 26:06
  studied
• 26:06
  journalism
• 26:07
  and
• 26:07
  has
• 26:07
  no
• 26:07
  doubt
• 26:08
  written
• 26:08
  many,
• 26:09
  many
• 26:09
  pages
• 26:09
  of
• 26:10
  wonderful
• 26:10
  words,
• 26:11
  and
• 26:11
  then
• 26:12
  likely
• 26:12
  as
• 26:12
  someone
• 26:13
  who,
• 26:13
  like
• 26:13
  many
• 26:13
  of
• 26:13
  us,
• 26:13
  has
• 26:14
  seen
• 26:14
  raw
• 26:14
  writing
• 26:15
  that's
• 26:16
  created
• 26:16
  by
• 26:17
  an
• 26:17
  AI,
• 26:18
  it's
• 26:19
  very
• 26:20
  obvious,
• 26:20
  right?
• 26:20
  And
• 26:21
  you
• 26:21
  see
• 26:21
  it
• 26:21
  like,
• 26:22
  just
• 26:22
  go
• 26:22
  on
• 26:22
  LinkedIn,
• 26:22
  look
• 26:23
  at
• 26:23
  the
• 26:23
  comments,
• 26:23
  right?
• 26:24
  Oh,
• 26:24
  what
• 26:24
  a
• 26:24
  wonderful
• 26:25
  perception
• 26:25
  on
• 26:25
  there.
• 26:26
  Like,
• 26:26
  it's,
• 26:26
  it's,
• 26:27
  it's
• 26:27
  very
• 26:27
  obvious.
• 26:28
  And
• 26:28
  actually,
• 26:29
  like,
• 26:29
  side
• 26:29
  note,
• 26:29
  on
• 26:30
  LinkedIn,
• 26:30
  it's,
• 26:30
  it's.
• 26:30
  I've
• 26:31
  made
• 26:31
  this
• 26:31
  comment
• 26:31
  a
• 26:31
  couple
• 26:31
  of
• 26:31
  times.
• 26:32
  Typos
• 26:32
  are
• 26:33
  now
• 26:33
  a
• 26:33
  differentiator.
• 26:34
  The
• 26:34
  typos
• 26:35
  and
• 26:35
  grammar,
• 26:36
  my,
• 26:36
  my
• 26:36
  bad
• 26:37
  grammar
• 26:38
  structure
• 26:38
  is
• 26:39
  now,
• 26:39
  is
• 26:40
  now
• 26:40
  a
• 26:40
  bit
• 26:40
  of
• 26:40
  a
• 26:40
  differentiator
• 26:41
  because
• 26:41
  people
• 26:41
  can
• 26:41
  tell
• 26:42
  that
• 26:42
  I'm
• 26:42
  actually,
• 26:43
  I'm
• 26:43
  actually
• 26:43
  writing
• 26:43
  to
• 26:43
  them.
• 26:44
  So
• 26:45
  I
• 26:45
  wouldn't
• 26:45
  be
• 26:45
  surprised
• 26:46
  if
• 26:46
  there's
• 26:46
  people
• 26:46
  out
• 26:46
  there
• 26:46
  deliberately
• 26:47
  putting
• 26:47
  typos
• 26:47
  in,
• 26:48
  in,
• 26:48
  in
• 26:49
  LinkedIn
• 26:49
  posts
• 26:49
  these
• 26:50
  days.
• 26:50
  But
• 26:50
  like,
• 26:51
  what's
• 26:51
  the
• 26:52
  scale?
• 26:52
  Like
• 26:52
  there's
• 26:53
  a
• 26:53
  middle
• 26:53
  ground
• 26:53
  somewhere,
• 26:54
  right?
• 26:54
  I
• 26:54
  agree
• 26:54
  and
• 26:54
  I
• 26:55
  think
• 26:55
  rem.
• 26:55
  I
• 26:55
  mean,
• 26:55
  I,
• 26:56
  this
• 26:56
  is,
• 26:56
  this
• 26:56
  is
• 26:56
  fundamental
• 26:57
  to
• 26:57
  who
• 26:57
  I
• 26:57
  am.
• 26:58
  But
• 26:58
  I've
• 26:58
  always
• 26:58
  said
• 26:58
  you
• 26:59
  never
• 26:59
  need
• 26:59
  to
• 26:59
  be
• 26:59
  the
• 27:00
  person
• 27:00
  in
• 27:00
  the
• 27:00
  room
• 27:00
  who
• 27:00
  has
• 27:01
  all
• 27:01
  the
• 27:01
  answers.
• 27:01
  So
• 27:01
  I
• 27:02
  think
• 27:02
  there's
• 27:02
  a
• 27:02
  beauty
• 27:02
  in
• 27:03
  actually
• 27:03
  making
• 27:03
  mistakes.
• 27:04
  And
• 27:05
  it's
• 27:05
  okay
• 27:05
  to
• 27:06
  have
• 27:06
  a
• 27:06
  typo
• 27:06
  because
• 27:07
  that's
• 27:07
  what
• 27:07
  makes
• 27:07
  you
• 27:07
  human.
• 27:08
  If
• 27:09
  everything
• 27:09
  was
• 27:10
  perfect,
• 27:10
  if
• 27:10
  every
• 27:11
  word
• 27:11
  was
• 27:11
  well
• 27:11
  chosen,
• 27:13
  you
• 27:13
  can,
• 27:13
  you
• 27:14
  know,
• 27:14
  like
• 27:14
  one
• 27:14
  of
• 27:14
  the
• 27:14
  prompts
• 27:15
  that
• 27:15
  I
• 27:15
  do
• 27:15
  when
• 27:15
  I
• 27:15
  do
• 27:16
  research,
• 27:16
  if
• 27:16
  I'm
• 27:16
  trying
• 27:16
  to
• 27:17
  pull
• 27:17
  a
• 27:17
  first
• 27:17
  draft
• 27:17
  together
• 27:18
  is
• 27:18
  I
• 27:18
  always
• 27:19
  say
• 27:20
  use
• 27:20
  conversational
• 27:21
  speech.
• 27:23
  And
• 27:23
  you
• 27:24
  should
• 27:24
  look
• 27:24
  at,
• 27:25
  you
• 27:25
  know,
• 27:25
  do
• 27:25
  or
• 27:26
  do
• 27:26
  A
• 27:26
  test.
• 27:26
  And
• 27:26
  I
• 27:27
  would
• 27:27
  advise
• 27:27
  everybody
• 27:28
  do
• 27:28
  it.
• 27:29
  Put
• 27:29
  a
• 27:29
  prompt
• 27:29
  on
• 27:30
  any
• 27:30
  topic
• 27:31
  and
• 27:31
  then
• 27:31
  tell
• 27:32
  them
• 27:32
  and
• 27:32
  say,
• 27:33
  use
• 27:33
  conversational
• 27:33
  speech.
• 27:34
  You
• 27:34
  will
• 27:34
  see
• 27:34
  clearly
• 27:35
  the
• 27:35
  difference.
• 27:36
  So
• 27:36
  I
• 27:36
  think
• 27:36
  part
• 27:36
  of
• 27:37
  it,
• 27:37
  this
• 27:37
  is
• 27:37
  going
• 27:37
  to
• 27:37
  be,
• 27:38
  it's
• 27:39
  the
• 27:39
  prompt
• 27:39
  engineering.
• 27:40
  How
• 27:40
  are
• 27:41
  you
• 27:41
  teaching
• 27:41
  the
• 27:42
  algorithm
• 27:42
  to
• 27:42
  actually
• 27:43
  work
• 27:43
  in
• 27:43
  your
• 27:43
  favor?
• 27:44
  I
• 27:44
  think
• 27:44
  that's
• 27:45
  going
• 27:45
  to
• 27:45
  be
• 27:45
  the
• 27:45
  critical
• 27:45
  thing.
• 27:46
  An
• 27:46
  example
• 27:47
  that
• 27:47
  comes
• 27:47
  to
• 27:47
  mind,
• 27:47
  and
• 27:48
  this
• 27:48
  is
• 27:48
  not
• 27:48
  my
• 27:48
  own,
• 27:49
  I
• 27:49
  heard
• 27:49
  this,
• 27:49
  but
• 27:50
  somebody
• 27:50
  compared
• 27:51
  the
• 27:51
  use
• 27:52
  of
• 27:53
  AI
• 27:53
  right
• 27:53
  now
• 27:54
  to
• 27:54
  when
• 27:54
  calculators
• 27:55
  came
• 27:55
  in,
• 27:55
  right?
• 27:56
  And
• 27:56
  every
• 27:57
  parent
• 27:57
  was
• 27:57
  like,
• 27:58
  oh
• 27:58
  my
• 27:58
  God,
• 27:58
  my
• 27:59
  kids
• 27:59
  are
• 27:59
  never
• 27:59
  going
• 27:59
  to
• 27:59
  learn
• 28:00
  math,
• 28:00
  you
• 28:00
  know,
• 28:00
  because
• 28:00
  now
• 28:01
  they
• 28:01
  have
• 28:01
  calculators.
• 28:02
  Did
• 28:02
  that
• 28:03
  change?
• 28:03
  No.
• 28:04
  There's
• 28:04
  a
• 28:04
  place
• 28:05
  and
• 28:05
  there's
• 28:05
  a
• 28:05
  time
• 28:06
  for
• 28:06
  a
• 28:06
  calculator
• 28:07
  and
• 28:07
  it's
• 28:07
  very
• 28:07
  cultural.
• 28:08
  You
• 28:08
  know,
• 28:09
  back
• 28:09
  in
• 28:10
  India
• 28:10
  when
• 28:10
  I
• 28:10
  grew
• 28:10
  up,
• 28:11
  we
• 28:11
  could
• 28:11
  not
• 28:11
  have
• 28:11
  calculators
• 28:12
  here.
• 28:13
  When
• 28:13
  my
• 28:13
  daughter
• 28:13
  went
• 28:14
  to
• 28:14
  eighth
• 28:14
  grade,
• 28:15
  we
• 28:15
  bought
• 28:16
  her
• 28:16
  a
• 28:16
  calculator
• 28:16
  because
• 28:17
  it's
• 28:17
  additive.
• 28:18
  It
• 28:18
  is
• 28:18
  speed
• 28:19
  to
• 28:19
  market.
• 28:19
  It
• 28:20
  allows
• 28:20
  them
• 28:20
  to
• 28:20
  do
• 28:21
  large
• 28:21
  fractions.
• 28:22
  And
• 28:22
  I'm
• 28:22
  like,
• 28:23
  where's
• 28:23
  your
• 28:23
  pencil?
• 28:23
  Where's
• 28:24
  your
• 28:24
  paper?
• 28:24
  Like,
• 28:24
  you
• 28:24
  need
• 28:25
  that?
• 28:25
  She's
• 28:25
  like,
• 28:25
  I
• 28:25
  don't
• 28:25
  need
• 28:25
  it
• 28:26
  because
• 28:26
  I
• 28:26
  need
• 28:26
  to
• 28:26
  get
• 28:27
  to
• 28:27
  the
• 28:27
  answer
• 28:27
  really
• 28:27
  quickly.
• 28:28
  As
• 28:28
  long
• 28:28
  as
• 28:28
  I
• 28:28
  know
• 28:28
  the
• 28:28
  steps,
• 28:29
  it's
• 28:29
  just
• 28:30
  helping
• 28:30
  me
• 28:30
  do
• 28:31
  right.
• 28:31
  So
• 28:31
  I
• 28:31
  think
• 28:32
  that
• 28:32
  is
• 28:32
  such.
• 28:33
  It
• 28:33
  stuck
• 28:33
  with
• 28:33
  me
• 28:33
  because
• 28:34
  I
• 28:34
  think
• 28:34
  it's
• 28:34
  such
• 28:34
  a
• 28:34
  great
• 28:35
  example
• 28:35
  of
• 28:36
  accept
• 28:36
  what's
• 28:37
  in
• 28:37
  front
• 28:37
  of
• 28:37
  you,
• 28:38
  find
• 28:38
  a
• 28:38
  way
• 28:38
  to
• 28:39
  integrate
• 28:39
  it,
• 28:40
  but
• 28:40
  think
• 28:40
  of
• 28:40
  it
• 28:41
  as
• 28:41
  making
• 28:41
  you
• 28:41
  better.
• 28:42
  Of
• 28:43
  course,
• 28:43
  with
• 28:43
  any
• 28:43
  new
• 28:44
  changes,
• 28:45
  we
• 28:45
  have
• 28:45
  to
• 28:45
  look
• 28:46
  into,
• 28:46
  as
• 28:47
  I
• 28:47
  mentioned,
• 28:47
  the
• 28:48
  ethics
• 28:48
  around
• 28:48
  AI,
• 28:49
  the
• 28:49
  fact
• 28:49
  checking
• 28:50
  around
• 28:50
  data.
• 28:50
  But
• 28:51
  data
• 28:51
  has
• 28:52
  always
• 28:52
  been
• 28:52
  about
• 28:53
  its
• 28:53
  source.
• 28:53
  If
• 28:53
  you
• 28:54
  remember,
• 28:55
  we
• 28:55
  always
• 28:55
  have
• 28:56
  to
• 28:56
  look
• 28:56
  at
• 28:56
  the
• 28:56
  data
• 28:56
  sources.
• 28:57
  The
• 28:57
  data
• 28:57
  source
• 28:58
  is
• 28:58
  almost
• 28:58
  as
• 28:58
  important
• 28:59
  as
• 28:59
  the
• 29:00
  data
• 29:00
  itself.
• 29:01
  Again,
• 29:01
  it's
• 29:02
  not
• 29:02
  changing
• 29:02
  the
• 29:02
  fundamentals.
• 29:03
  It's
• 29:03
  really
• 29:05
  taking
• 29:05
  what
• 29:05
  we
• 29:06
  know.
• 29:06
  And
• 29:06
  I
• 29:06
  think
• 29:07
  it's
• 29:07
  just
• 29:07
  using
• 29:08
  new
• 29:08
  tools
• 29:08
  that
• 29:08
  helps
• 29:09
  us
• 29:09
  get
• 29:09
  better.
• 29:09
  I
• 29:10
  feel
• 29:10
  like
• 29:10
  this
• 29:11
  is
• 29:11
  just
• 29:11
  the
• 29:11
  beginning.
• 29:12
  There's
• 29:12
  so
• 29:12
  much
• 29:12
  in
• 29:13
  front
• 29:13
  of
• 29:13
  us.
• 29:14
  Let's
• 29:15
  have
• 29:15
  this
• 29:15
  conversation
• 29:15
  five
• 29:16
  years
• 29:16
  from
• 29:16
  now
• 29:16
  and
• 29:16
  see
• 29:16
  where
• 29:17
  we
• 29:17
  are.
• 29:17
  And
• 29:17
  I
• 29:17
  can
• 29:18
  bet
• 29:18
  you
• 29:18
  we'll
• 29:18
  be
• 29:18
  living
• 29:19
  in
• 29:19
  a
• 29:19
  different
• 29:19
  universe.
• 29:19
  Oh,
• 29:20
  I'll
• 29:20
  book
• 29:20
  it
• 29:20
  in
• 29:20
  the
• 29:20
  calendar
• 29:21
  now.
• 29:22
  I'll
• 29:22
  send
• 29:23
  the
• 29:23
  invitation.
• 29:24
  But
• 29:25
  I
• 29:25
  have
• 29:25
  a
• 29:25
  good
• 29:25
  example
• 29:26
  of
• 29:26
  what
• 29:26
  I
• 29:26
  think
• 29:26
  a
• 29:26
  good
• 29:27
  use
• 29:27
  would
• 29:27
  be.
• 29:27
  And
• 29:29
  just
• 29:29
  from
• 29:29
  this
• 29:29
  conversation
• 29:30
  just
• 29:30
  now,
• 29:30
  for
• 29:30
  example.
• 29:31
  So
• 29:31
  in
• 29:31
  fact,
• 29:31
  let's
• 29:31
  do
• 29:31
  that.
• 29:32
  Let's
• 29:32
  actually
• 29:32
  do
• 29:32
  this.
• 29:32
  Suki,
• 29:33
  I'll
• 29:33
  send
• 29:33
  you
• 29:33
  the
• 29:33
  copy.
• 29:34
  So
• 29:34
  here
• 29:34
  we
• 29:34
  are,
• 29:34
  we're
• 29:35
  having
• 29:35
  a
• 29:35
  conversation.
• 29:35
  It's
• 29:36
  super
• 29:36
  easy
• 29:36
  to
• 29:36
  get
• 29:36
  a
• 29:36
  transcript
• 29:37
  of
• 29:37
  this
• 29:37
  conversation.
• 29:37
  AI
• 29:38
  makes
• 29:38
  it
• 29:38
  super
• 29:38
  easy.
• 29:38
  We
• 29:39
  can
• 29:39
  transcribe
• 29:39
  the
• 29:39
  conversation
• 29:40
  so
• 29:40
  we
• 29:41
  could
• 29:41
  feed
• 29:42
  this
• 29:42
  into
• 29:42
  a
• 29:43
  model
• 29:43
  and
• 29:44
  say,
• 29:44
  hey,
• 29:44
  Suki
• 29:45
  spoke
• 29:45
  for
• 29:45
  two
• 29:45
  minutes
• 29:46
  about
• 29:46
  how
• 29:47
  college
• 29:47
  students
• 29:47
  should
• 29:48
  prepare
• 29:48
  for
• 29:48
  the
• 29:48
  workforce
• 29:49
  in
• 29:49
  light
• 29:49
  of
• 29:50
  AI.
• 29:50
  And
• 29:50
  it
• 29:51
  would
• 29:51
  take
• 29:52
  almost
• 29:52
  exclusively
• 29:53
  your
• 29:53
  words
• 29:54
  and
• 29:54
  your
• 29:54
  phrasing
• 29:55
  and
• 29:55
  your
• 29:55
  conversational
• 29:56
  style
• 29:56
  and
• 29:56
  structure
• 29:57
  into
• 29:57
  something
• 29:57
  that
• 29:57
  would
• 29:57
  work
• 29:58
  online.
• 29:58
  Now,
• 29:58
  previously,
• 29:59
  go
• 29:59
  back
• 30:00
  five
• 30:00
  years,
• 30:00
  we
• 30:01
  could
• 30:01
  have
• 30:01
  had
• 30:01
  this
• 30:01
  conversation
• 30:02
  and
• 30:02
  you
• 30:02
  could
• 30:02
  have
• 30:02
  thought,
• 30:02
  oh,
• 30:02
  I
• 30:03
  should,
• 30:03
  I
• 30:03
  should
• 30:03
  write
• 30:03
  a
• 30:04
  LinkedIn
• 30:04
  post
• 30:04
  about
• 30:04
  that
• 30:04
  maybe,
• 30:05
  or
• 30:05
  something
• 30:06
  like
• 30:06
  that.
• 30:06
  And
• 30:07
  it
• 30:07
  might
• 30:07
  have
• 30:07
  taken
• 30:07
  you
• 30:07
  30
• 30:08
  minutes
• 30:08
  to
• 30:08
  go
• 30:08
  over
• 30:08
  it
• 30:09
  and
• 30:09
  structure
• 30:09
  and
• 30:09
  reformat
• 30:10
  it
• 30:10
  again.
• 30:11
  Right
• 30:11
  now
• 30:11
  you
• 30:11
  have
• 30:11
  a
• 30:11
  speak
• 30:12
  to
• 30:12
  market
• 30:12
  tool
• 30:12
  like
• 30:12
  you
• 30:13
  talked
• 30:13
  about
• 30:13
  that
• 30:14
  doesn't
• 30:14
  sacrifice
• 30:14
  your
• 30:14
  authenticity.
• 30:15
  It's
• 30:16
  not
• 30:16
  built
• 30:16
  on
• 30:16
  any
• 30:17
  assumption
• 30:17
  of
• 30:17
  knowledge.
• 30:18
  It's
• 30:18
  not
• 30:18
  relying
• 30:18
  on
• 30:18
  any
• 30:19
  AI
• 30:19
  model
• 30:19
  to
• 30:19
  know
• 30:20
  about
• 30:20
  the
• 30:20
  things
• 30:20
  that
• 30:20
  you,
• 30:21
  as
• 30:21
  someone
• 30:21
  who
• 30:21
  teaches
• 30:21
  at
• 30:22
  Georgetown
• 30:22
  and
• 30:23
  has
• 30:23
  first
• 30:23
  party
• 30:23
  experience
• 30:24
  of.
• 30:24
  But
• 30:25
  yet
• 30:25
  it
• 30:25
  gives
• 30:25
  you
• 30:25
  that
• 30:25
  speed
• 30:26
  to
• 30:26
  market
• 30:26
  without
• 30:26
  sacrificing
• 30:27
  any
• 30:27
  of
• 30:27
  that
• 30:27
  authenticity.
• 30:28
  Yeah,
• 30:28
  I
• 30:28
  mean,
• 30:28
  talking
• 30:29
  about
• 30:29
  teaching
• 30:29
  Grammarly,
• 30:30
  remember,
• 30:30
  like,
• 30:31
  the
• 30:31
  first
• 30:31
  use
• 30:31
  case
• 30:31
  of
• 30:32
  Grammarly
• 30:32
  was
• 30:32
  to
• 30:32
  really
• 30:33
  make
• 30:33
  sure
• 30:33
  that
• 30:34
  your
• 30:34
  grammar
• 30:34
  is
• 30:35
  correct.
• 30:35
  And
• 30:35
  now
• 30:35
  they've
• 30:35
  incorporated
• 30:36
  AI
• 30:36
  into
• 30:37
  that
• 30:37
  too.
• 30:37
  So
• 30:38
  I
• 30:38
  think
• 30:38
  when
• 30:38
  we
• 30:39
  sit
• 30:39
  with
• 30:39
  our
• 30:39
  children,
• 30:39
  I'm
• 30:40
  like,
• 30:40
  okay,
• 30:40
  you
• 30:40
  know,
• 30:40
  my
• 30:41
  daughter,
• 30:42
  again,
• 30:43
  I
• 30:43
  think
• 30:43
  this
• 30:43
  is
• 30:43
  a
• 30:44
  professor
• 30:44
  in
• 30:44
  me
• 30:44
  is
• 30:44
  like,
• 30:45
  she
• 30:45
  wrote
• 30:45
  this
• 30:45
  beautiful
• 30:46
  poem
• 30:46
  and
• 30:46
  I'm
• 30:47
  like,
• 30:47
  okay,
• 30:47
  how
• 30:47
  much
• 30:47
  of
• 30:47
  this
• 30:48
  really
• 30:48
  comes
• 30:48
  from
• 30:49
  what
• 30:49
  you
• 30:50
  research
• 30:50
  and
• 30:50
  how
• 30:50
  much
• 30:50
  of
• 30:50
  this
• 30:51
  is
• 30:51
  you
• 30:51
  putting
• 30:51
  pen
• 30:51
  to
• 30:52
  paper?
• 30:52
  And
• 30:53
  I
• 30:53
  think
• 30:53
  instead
• 30:54
  of
• 30:54
  just
• 30:54
  like
• 30:55
  directly
• 30:55
  going
• 30:55
  to
• 30:56
  a
• 30:56
  place
• 30:56
  and
• 30:56
  say,
• 30:56
  well,
• 30:56
  you
• 30:56
  just
• 30:57
  used
• 30:57
  a
• 30:58
  tool.
• 30:58
  And
• 30:58
  as
• 30:58
  an
• 30:59
  output
• 30:59
  of
• 30:59
  that,
• 31:00
  I
• 31:00
  think
• 31:00
  it's
• 31:01
  finding
• 31:01
  a
• 31:01
  way
• 31:01
  to
• 31:02
  make
• 31:02
  these
• 31:02
  conversations
• 31:03
  more
• 31:03
  commonplace.
• 31:04
  You
• 31:05
  know,
• 31:05
  talking
• 31:05
  to
• 31:06
  the
• 31:06
  next
• 31:06
  generation
• 31:07
  about
• 31:07
  the
• 31:07
  use
• 31:07
  case
• 31:08
  because
• 31:08
  they
• 31:08
  will
• 31:08
  be
• 31:08
  using.
• 31:09
  It's
• 31:09
  like
• 31:09
  telling
• 31:10
  young
• 31:11
  adults
• 31:11
  not
• 31:11
  to
• 31:11
  use
• 31:11
  their
• 31:12
  phones.
• 31:12
  We
• 31:12
  all
• 31:13
  know
• 31:13
  the
• 31:13
  good
• 31:13
  and
• 31:14
  the
• 31:14
  bad
• 31:14
  of
• 31:14
  that.
• 31:15
  It's
• 31:15
  finding
• 31:15
  that
• 31:16
  middle
• 31:16
  ground
• 31:16
  and
• 31:16
  the
• 31:16
  balance.
• 31:17
  And
• 31:17
  I
• 31:18
  think
• 31:18
  that's
• 31:18
  what
• 31:18
  the
• 31:18
  critical
• 31:19
  aspect
• 31:19
  of
• 31:19
  this
• 31:20
  is.
• 31:20
  And
• 31:20
  that's
• 31:20
  why
• 31:20
  I
• 31:20
  keep
• 31:21
  saying
• 31:21
  is
• 31:22
  whenever
• 31:22
  there's
• 31:23
  technology,
• 31:24
  whenever
• 31:24
  there
• 31:25
  is
• 31:25
  changes,
• 31:25
  there's
• 31:26
  always
• 31:26
  two
• 31:26
  sides
• 31:26
  of
• 31:27
  it,
• 31:27
  right?
• 31:27
  There's
• 31:27
  some
• 31:27
  people
• 31:27
  who
• 31:28
  are
• 31:28
  going
• 31:28
  to
• 31:28
  be
• 31:28
  very
• 31:28
  early
• 31:28
  adopters,
• 31:29
  testing
• 31:30
  and
• 31:30
  learning
• 31:31
  and
• 31:31
  really
• 31:31
  paving
• 31:31
  the
• 31:32
  way.
• 31:32
  There
• 31:33
  always
• 31:33
  can
• 31:33
  be
• 31:34
  a
• 31:34
  group
• 31:34
  of
• 31:34
  naysayers
• 31:35
  who
• 31:35
  are
• 31:35
  either
• 31:35
  going
• 31:35
  to
• 31:35
  sit
• 31:36
  still
• 31:36
  and
• 31:37
  not
• 31:37
  change
• 31:37
  everything.
• 31:38
  I
• 31:39
  think
• 31:39
  you
• 31:39
  always
• 31:39
  want
• 31:39
  to
• 31:39
  be
• 31:40
  in
• 31:40
  the
• 31:40
  middle
• 31:40
  place,
• 31:41
  you
• 31:41
  know,
• 31:41
  take
• 31:41
  calculated
• 31:42
  risks,
• 31:43
  understand
• 31:43
  what
• 31:43
  the
• 31:44
  needs
• 31:44
  are,
• 31:45
  pick
• 31:45
  one
• 31:45
  thing,
• 31:45
  test
• 31:46
  it
• 31:46
  out,
• 31:46
  and
• 31:47
  then
• 31:47
  see
• 31:47
  how
• 31:47
  you
• 31:47
  can
• 31:48
  leverage
• 31:48
  it.
• 31:48
  Same
• 31:48
  goes
• 31:49
  for
• 31:49
  data.
• 31:50
  Again,
• 31:50
  use
• 31:51
  the
• 31:51
  data.
• 31:52
  The
• 31:52
  data
• 31:52
  only
• 31:52
  works
• 31:53
  really
• 31:53
  well,
• 31:53
  but
• 31:53
  it
• 31:54
  actually
• 31:54
  gets
• 31:54
  you
• 31:54
  from
• 31:55
  point
• 31:55
  A
• 31:55
  to
• 31:55
  point
• 31:55
  B
• 31:56
  and
• 31:56
  it
• 31:57
  has
• 31:57
  less
• 31:57
  got
• 31:57
  to
• 31:57
  do
• 31:58
  with,
• 31:59
  well,
• 31:59
  I'm
• 31:59
  going
• 31:59
  to
• 31:59
  use
• 31:59
  data
• 32:00
  to
• 32:00
  prove
• 32:00
  X
• 32:00
  versus
• 32:01
  Y.
• 32:01
  I
• 32:01
  mean,
• 32:02
  it's
• 32:02
  used
• 32:02
  to
• 32:02
  build
• 32:03
  business
• 32:03
  models.
• 32:04
  That's
• 32:04
  why
• 32:04
  you
• 32:04
  experiment,
• 32:05
  that's
• 32:05
  why
• 32:05
  you
• 32:05
  test.
• 32:05
  That's
• 32:06
  why
• 32:06
  you
• 32:06
  do
• 32:06
  AB
• 32:06
  testing.
• 32:07
  Again,
• 32:08
  I
• 32:08
  think
• 32:09
  I'm
• 32:09
  most
• 32:09
  excited
• 32:09
  about
• 32:10
  the
• 32:10
  speed
• 32:10
  to
• 32:10
  market.
• 32:12
  And
• 32:12
  If
• 32:12
  I
• 32:12
  had
• 32:12
  20
• 32:13
  minutes
• 32:13
  in
• 32:13
  a
• 32:13
  day
• 32:14
  and
• 32:14
  I
• 32:14
  could
• 32:14
  use
• 32:15
  only
• 32:15
  five
• 32:16
  for
• 32:16
  certain
• 32:16
  aspects
• 32:17
  of
• 32:17
  my
• 32:17
  work
• 32:17
  and
• 32:17
  say
• 32:18
  15
• 32:18
  in
• 32:18
  other
• 32:18
  places
• 32:19
  that
• 32:19
  I
• 32:19
  didn't
• 32:19
  have
• 32:19
  time
• 32:20
  to,
• 32:20
  I
• 32:21
  think
• 32:21
  it's
• 32:21
  just
• 32:21
  better
• 32:22
  quality
• 32:22
  of
• 32:22
  life
• 32:23
  and
• 32:23
  maybe
• 32:23
  that's
• 32:23
  another
• 32:24
  way
• 32:24
  to
• 32:24
  look
• 32:24
  at
• 32:24
  it.
• 32:24
  Yeah,
• 32:25
  no,
• 32:25
  I
• 32:25
  love
• 32:25
  that.
• 32:25
  That's
• 32:26
  a
• 32:26
  really
• 32:26
  nice
• 32:27
  angle
• 32:27
  in
• 32:27
  it.
• 32:27
  You
• 32:28
  spoke
• 32:28
  about
• 32:28
  heart
• 32:28
  and
• 32:28
  authenticity
• 32:29
  and
• 32:29
  intimacy
• 32:30
  there.
• 32:30
  And
• 32:30
  that's
• 32:30
  one
• 32:31
  of
• 32:31
  the
• 32:31
  questions
• 32:31
  I
• 32:31
  had
• 32:31
  for
• 32:31
  you
• 32:31
  as
• 32:32
  someone
• 32:32
  who's
• 32:32
  been
• 32:32
  responsible
• 32:33
  for
• 32:34
  the
• 32:34
  brand
• 32:34
  voice
• 32:35
  of
• 32:35
  like
• 32:35
  massive
• 32:36
  brands,
• 32:36
  real
• 32:36
  massive
• 32:37
  brands
• 32:37
  here.
• 32:38
  One
• 32:38
  of
• 32:38
  the
• 32:38
  things
• 32:38
  that
• 32:39
  the
• 32:39
  really
• 32:39
  effective
• 32:39
  brands
• 32:40
  do
• 32:40
  is
• 32:40
  speak
• 32:40
  to
• 32:40
  the
• 32:40
  heart,
• 32:41
  speak
• 32:41
  to
• 32:41
  the
• 32:41
  emotions
• 32:43
  of
• 32:44
  their
• 32:44
  customers
• 32:44
  or
• 32:45
  their
• 32:45
  potential
• 32:45
  customers.
• 32:46
  And
• 32:48
  not
• 32:48
  any
• 32:49
  AI
• 32:49
  that
• 32:49
  I've
• 32:49
  seen
• 32:49
  is
• 32:49
  very
• 32:50
  good
• 32:50
  at
• 32:50
  that.
• 32:51
  But
• 32:51
  how
• 32:52
  do
• 32:52
  you
• 32:52
  take
• 32:53
  a
• 32:53
  message
• 32:54
  that
• 32:54
  feels
• 32:55
  intimate
• 32:55
  and
• 32:55
  then
• 32:56
  scale
• 32:56
  it
• 32:56
  across
• 32:56
  millions
• 32:57
  of
• 32:57
  customers?
• 32:57
  How
• 32:57
  have
• 32:58
  you
• 32:58
  done
• 32:58
  that
• 32:58
  historically
• 32:59
  and
• 33:00
  the
• 33:00
  methods
• 33:00
  you've
• 33:01
  used
• 33:01
  to
• 33:01
  do
• 33:01
  that
• 33:01
  changed
• 33:02
  over
• 33:02
  time?
• 33:02
  I
• 33:03
  think.
• 33:04
  Well,
• 33:04
  the
• 33:04
  traditional
• 33:05
  way,
• 33:05
  I
• 33:05
  think
• 33:05
  a
• 33:05
  very
• 33:06
  true
• 33:06
  way
• 33:06
  from
• 33:07
  a
• 33:07
  marketing
• 33:07
  perspective
• 33:08
  would
• 33:08
  be
• 33:08
  to
• 33:08
  continue
• 33:08
  to
• 33:09
  do
• 33:09
  the
• 33:09
  message
• 33:09
  testing.
• 33:09
  Right.
• 33:10
  Like
• 33:10
  putting
• 33:10
  the
• 33:10
  messaging
• 33:11
  out
• 33:11
  there,
• 33:12
  looking
• 33:12
  at
• 33:12
  who
• 33:12
  the
• 33:13
  audience
• 33:13
  is.
• 33:14
  A
• 33:14
  message
• 33:15
  that
• 33:15
  might
• 33:15
  resonate,
• 33:15
  Graham,
• 33:16
  with
• 33:16
  you
• 33:16
  in
• 33:16
  a
• 33:16
  certain
• 33:17
  format
• 33:17
  might
• 33:18
  not
• 33:18
  resonate
• 33:18
  with
• 33:18
  me
• 33:18
  at
• 33:19
  all.
• 33:19
  So
• 33:19
  I
• 33:19
  think
• 33:20
  personalization,
• 33:21
  that's
• 33:21
  why
• 33:21
  it's
• 33:22
  become
• 33:22
  so
• 33:22
  critical,
• 33:23
  especially
• 33:23
  in
• 33:23
  things
• 33:23
  like
• 33:24
  E
• 33:24
  commerce.
• 33:24
  If
• 33:24
  you're
• 33:25
  an
• 33:25
  E
• 33:25
  commerce
• 33:25
  company,
• 33:26
  that
• 33:26
  is
• 33:27
  your
• 33:27
  bread
• 33:27
  and
• 33:27
  butter
• 33:27
  and
• 33:27
  that's
• 33:28
  how
• 33:28
  you
• 33:28
  have
• 33:28
  to
• 33:28
  think
• 33:28
  about
• 33:28
  it.
• 33:29
  Personalizing
• 33:29
  each
• 33:30
  and
• 33:30
  every
• 33:30
  experience.
• 33:31
  If
• 33:32
  you're
• 33:32
  in
• 33:32
  personal
• 33:33
  finance,
• 33:33
  it's
• 33:33
  I
• 33:34
  think,
• 33:34
  really
• 33:34
  understanding
• 33:35
  that
• 33:35
  customer
• 33:35
  journey
• 33:36
  and
• 33:36
  making
• 33:37
  sure
• 33:37
  you
• 33:38
  are
• 33:38
  meeting
• 33:38
  your
• 33:38
  customers
• 33:39
  where
• 33:39
  they
• 33:39
  are.
• 33:39
  Don't
• 33:40
  serve
• 33:40
  them
• 33:41
  a
• 33:41
  credit
• 33:42
  card
• 33:42
  when
• 33:42
  you
• 33:42
  know
• 33:43
  from
• 33:43
  their
• 33:43
  interactions
• 33:44
  and
• 33:44
  touch
• 33:44
  points
• 33:44
  that
• 33:45
  they're
• 33:45
  actually
• 33:45
  looking
• 33:45
  to
• 33:46
  open
• 33:46
  a
• 33:46
  bank
• 33:46
  account
• 33:47
  with
• 33:47
  you.
• 33:47
  Yeah,
• 33:48
  that
• 33:48
  moment
• 33:48
  will
• 33:48
  come
• 33:49
  when
• 33:49
  you
• 33:49
  can
• 33:49
  bring
• 33:49
  the
• 33:50
  others
• 33:50
  as
• 33:50
  well.
• 33:51
  And
• 33:51
  it's
• 33:51
  where
• 33:52
  you're
• 33:52
  meeting.
• 33:53
  What
• 33:53
  are
• 33:53
  you
• 33:53
  offering
• 33:54
  them.
• 33:55
  I
• 33:55
  think
• 33:55
  the
• 33:55
  thing
• 33:56
  that's
• 33:56
  going
• 33:56
  to
• 33:56
  stay
• 33:56
  really
• 33:57
  critical
• 33:57
  in
• 33:57
  terms
• 33:58
  of
• 33:58
  humanizing
• 33:59
  this
• 33:59
  is
• 34:00
  going
• 34:00
  to
• 34:00
  be
• 34:00
  the
• 34:00
  human
• 34:00
  voice.
• 34:01
  Who
• 34:01
  are
• 34:01
  the
• 34:02
  people?
• 34:02
  Do
• 34:02
  you
• 34:03
  have
• 34:03
  people
• 34:04
  with
• 34:04
  authority
• 34:04
  who
• 34:05
  are
• 34:05
  giving
• 34:05
  you
• 34:05
  the
• 34:05
  Information,
• 34:06
  you
• 34:06
  know,
• 34:07
  who
• 34:07
  are
• 34:08
  the
• 34:08
  voices
• 34:09
  that
• 34:09
  are
• 34:09
  making
• 34:09
  sure
• 34:10
  that
• 34:10
  they're
• 34:10
  telling
• 34:10
  that
• 34:11
  story
• 34:11
  as
• 34:11
  well.
• 34:12
  The
• 34:13
  trust
• 34:13
  is
• 34:13
  an
• 34:13
  all
• 34:14
  time
• 34:14
  low.
• 34:14
  If
• 34:14
  you've
• 34:15
  seen
• 34:15
  the
• 34:16
  lowest
• 34:16
  with
• 34:16
  brands,
• 34:17
  it's
• 34:17
  the
• 34:17
  lowest
• 34:17
  with
• 34:17
  the
• 34:18
  government.
• 34:19
  You
• 34:19
  know,
• 34:20
  there
• 34:20
  was
• 34:20
  a
• 34:20
  point
• 34:20
  when
• 34:21
  the
• 34:21
  media
• 34:22
  and
• 34:22
  the
• 34:22
  media
• 34:22
  for
• 34:23
  sure
• 34:23
  and
• 34:23
  the
• 34:23
  fragmentation
• 34:24
  and
• 34:25
  media,
• 34:25
  if
• 34:25
  you're
• 34:25
  looking
• 34:25
  at
• 34:26
  it,
• 34:26
  is
• 34:26
  a
• 34:26
  lot
• 34:26
  of
• 34:26
  people
• 34:27
  actually
• 34:27
  have
• 34:28
  journalists
• 34:28
  who
• 34:29
  have
• 34:29
  left
• 34:29
  and
• 34:29
  created
• 34:30
  their
• 34:30
  own
• 34:31
  substack
• 34:31
  accounts.
• 34:32
  Right.
• 34:32
  Like
• 34:32
  it's
• 34:33
  changing
• 34:33
  how
• 34:33
  we
• 34:33
  even
• 34:34
  talk
• 34:34
  to
• 34:34
  media
• 34:34
  anymore
• 34:35
  as
• 34:35
  well
• 34:35
  too.
• 34:36
  So
• 34:36
  I
• 34:36
  think
• 34:36
  when
• 34:36
  you
• 34:36
  look
• 34:37
  at
• 34:37
  all
• 34:37
  of
• 34:37
  that,
• 34:38
  it's
• 34:38
  just
• 34:39
  really
• 34:39
  critical.
• 34:40
  And
• 34:40
  I
• 34:40
  think
• 34:40
  what
• 34:40
  you
• 34:40
  then
• 34:41
  going
• 34:41
  back
• 34:41
  to
• 34:41
  our
• 34:41
  first
• 34:42
  question
• 34:42
  is
• 34:43
  what
• 34:43
  you
• 34:43
  then
• 34:43
  control
• 34:44
  really
• 34:44
  is
• 34:44
  your
• 34:45
  own
• 34:45
  voice
• 34:45
  and
• 34:45
  staying
• 34:46
  authentic
• 34:46
  to
• 34:47
  who
• 34:47
  you
• 34:47
  are
• 34:48
  and
• 34:48
  then
• 34:49
  just
• 34:49
  making
• 34:49
  sure
• 34:49
  that
• 34:50
  you
• 34:51
  continue
• 34:51
  to
• 34:51
  be
• 34:52
  consistent
• 34:53
  as
• 34:53
  well.
• 34:53
  But
• 34:53
  I
• 34:54
  would
• 34:54
  say
• 34:54
  a
• 34:54
  thing
• 34:55
  that
• 34:55
  I
• 34:55
  learned
• 34:55
  really
• 34:55
  early
• 34:56
  in
• 34:56
  my
• 34:56
  career
• 34:56
  was
• 34:57
  you're
• 34:57
  not
• 34:57
  really
• 34:58
  going
• 34:58
  to
• 34:58
  know
• 34:58
  what's
• 34:58
  working
• 34:59
  versus
• 34:59
  not
• 34:59
  if
• 35:00
  you
• 35:00
  don't
• 35:00
  experiment
• 35:01
  and
• 35:02
  be
• 35:02
  okay
• 35:02
  if
• 35:02
  the
• 35:02
  experiments
• 35:03
  fail
• 35:04
  because
• 35:04
  some
• 35:04
  of
• 35:04
  them
• 35:04
  are
• 35:05
  actually
• 35:05
  meant
• 35:05
  to
• 35:05
  fail.
• 35:05
  And
• 35:06
  when
• 35:06
  you
• 35:06
  do
• 35:06
  fail,
• 35:07
  it
• 35:07
  actually
• 35:07
  gets
• 35:07
  better
• 35:08
  with
• 35:08
  what's
• 35:08
  ahead
• 35:08
  of
• 35:08
  you
• 35:08
  as
• 35:09
  well
• 35:09
  too.
• 35:09
  So
• 35:09
  we
• 35:10
  mentioned
• 35:10
  the
• 35:10
  media
• 35:10
  briefly.
• 35:11
  Print
• 35:12
  media
• 35:12
  is
• 35:12
  something
• 35:12
  that
• 35:13
  fascinates
• 35:14
  me.
• 35:14
  It's
• 35:14
  something
• 35:14
  that
• 35:14
  still
• 35:14
  continues
• 35:16
  to
• 35:16
  some
• 35:16
  a
• 35:16
  relic
• 35:17
  of
• 35:17
  the
• 35:17
  past
• 35:17
  to
• 35:17
  some
• 35:17
  of
• 35:18
  the
• 35:18
  younger
• 35:18
  folks
• 35:18
  like
• 35:19
  respective
• 35:20
  children.
• 35:20
  Something
• 35:21
  that
• 35:21
  I
• 35:21
  don't
• 35:21
  even
• 35:22
  think
• 35:22
  they
• 35:22
  would
• 35:22
  know
• 35:22
  what
• 35:22
  it
• 35:22
  was.
• 35:23
  I
• 35:24
  put
• 35:24
  one
• 35:24
  in
• 35:24
  front
• 35:24
  of
• 35:24
  them.
• 35:25
  You
• 35:25
  see
• 35:27
  compound
• 35:27
  annual
• 35:28
  growth
• 35:28
  rate
• 35:28
  of
• 35:29
  -3,
• 35:30
  -4%
• 35:31
  across
• 35:31
  that
• 35:31
  industry.
• 35:32
  Like
• 35:33
  when
• 35:33
  do
• 35:33
  you
• 35:33
  think
• 35:34
  it's
• 35:34
  the
• 35:34
  end
• 35:35
  for
• 35:35
  print
• 35:36
  media
• 35:36
  and
• 35:36
  that
• 35:36
  ceases
• 35:36
  to
• 35:37
  become
• 35:37
  something
• 35:37
  which
• 35:38
  even
• 35:39
  exists.
• 35:39
  We've
• 35:39
  seen
• 35:39
  big
• 35:39
  layoffs
• 35:40
  at
• 35:40
  large
• 35:41
  newspapers.
• 35:42
  It
• 35:43
  can
• 35:43
  only
• 35:43
  continue
• 35:43
  to
• 35:44
  decline
• 35:44
  year
• 35:44
  on
• 35:44
  year
• 35:44
  for
• 35:45
  so
• 35:45
  long.
• 35:45
  Right?
• 35:46
  Yeah.
• 35:46
  Again,
• 35:47
  I
• 35:47
  just
• 35:48
  feel
• 35:48
  like
• 35:49
  I
• 35:49
  don't
• 35:49
  think
• 35:49
  anything
• 35:50
  ends.
• 35:50
  I
• 35:50
  think
• 35:50
  everything
• 35:50
  evolves
• 35:51
  and
• 35:51
  I
• 35:51
  think
• 35:51
  it's
• 35:52
  going
• 35:52
  to
• 35:52
  continue
• 35:52
  to
• 35:52
  evolve.
• 35:53
  In
• 35:53
  terms
• 35:53
  of
• 35:54
  what
• 35:54
  are
• 35:54
  the
• 35:54
  stories
• 35:54
  the
• 35:55
  media
• 35:55
  houses
• 35:55
  are
• 35:55
  telling,
• 35:55
  do
• 35:56
  they
• 35:56
  have
• 35:56
  to
• 35:56
  be
• 35:57
  at
• 35:57
  the
• 35:57
  scale
• 35:57
  that
• 35:57
  they
• 35:57
  are
• 35:58
  right
• 35:58
  now?
• 35:59
  You
• 35:59
  know,
• 35:59
  and
• 36:00
  I
• 36:00
  also
• 36:00
  think,
• 36:00
  I
• 36:00
  think
• 36:00
  this
• 36:01
  is
• 36:01
  where
• 36:01
  the
• 36:01
  global
• 36:01
  perspective
• 36:02
  comes
• 36:02
  in.
• 36:02
  You
• 36:03
  know,
• 36:03
  we
• 36:03
  obviously
• 36:04
  live
• 36:04
  here
• 36:05
  in
• 36:05
  the
• 36:05
  United
• 36:05
  States,
• 36:06
  but
• 36:06
  how
• 36:06
  are
• 36:06
  the
• 36:07
  media
• 36:07
  houses
• 36:08
  shaping
• 36:08
  up
• 36:09
  outside
• 36:09
  of
• 36:10
  the
• 36:10
  US
• 36:10
  and
• 36:10
  other
• 36:10
  global
• 36:11
  markets
• 36:11
  as
• 36:11
  well
• 36:12
  too?
• 36:12
  I
• 36:12
  do
• 36:12
  think,
• 36:13
  I
• 36:13
  think
• 36:13
  it's
• 36:13
  critical.
• 36:14
  Like
• 36:15
  as
• 36:15
  a
• 36:16
  brand
• 36:16
  communications
• 36:17
  marketeer,
• 36:18
  as
• 36:18
  a
• 36:18
  leader,
• 36:18
  you
• 36:19
  have
• 36:19
  to
• 36:19
  keep
• 36:19
  your
• 36:19
  pulse
• 36:20
  on
• 36:20
  emerging
• 36:20
  media.
• 36:21
  You
• 36:21
  know,
• 36:21
  you
• 36:22
  have
• 36:22
  to
• 36:22
  be
• 36:22
  very
• 36:22
  thoughtful
• 36:23
  about
• 36:23
  the
• 36:24
  entire
• 36:24
  elections.
• 36:25
  And
• 36:25
  again,
• 36:25
  don't
• 36:26
  quote
• 36:26
  me
• 36:26
  on
• 36:26
  this,
• 36:26
  but
• 36:27
  from
• 36:27
  everything
• 36:27
  that
• 36:27
  I've
• 36:28
  read
• 36:28
  podcasts
• 36:29
  played
• 36:29
  a
• 36:29
  huge
• 36:30
  role
• 36:30
  in
• 36:30
  that.
• 36:30
  Right.
• 36:31
  So
• 36:31
  that's
• 36:32
  a
• 36:32
  new
• 36:32
  sense
• 36:32
  of
• 36:33
  emerging
• 36:33
  media.
• 36:33
  While
• 36:33
  we
• 36:34
  were
• 36:34
  very
• 36:34
  focused
• 36:34
  on
• 36:35
  just
• 36:35
  print,
• 36:35
  you
• 36:36
  have
• 36:36
  to
• 36:36
  think
• 36:36
  about
• 36:36
  the
• 36:37
  digital
• 36:37
  footprint.
• 36:38
  Another
• 36:39
  great.
• 36:40
  I
• 36:40
  met
• 36:40
  with
• 36:41
  this
• 36:41
  vendor
• 36:41
  a
• 36:42
  couple
• 36:42
  of
• 36:42
  weeks
• 36:42
  back
• 36:43
  and
• 36:43
  they
• 36:43
  were
• 36:43
  like,
• 36:44
  they
• 36:44
  are
• 36:44
  finally
• 36:45
  able
• 36:45
  to
• 36:45
  showcase
• 36:46
  us
• 36:47
  exactly
• 36:47
  how
• 36:47
  many
• 36:48
  viewers
• 36:49
  have
• 36:49
  read
• 36:49
  a
• 36:50
  very
• 36:50
  specific
• 36:50
  article.
• 36:51
  So
• 36:51
  instead
• 36:51
  of
• 36:51
  saying
• 36:52
  I
• 36:52
  got
• 36:52
  3
• 36:53
  billion
• 36:53
  impressions
• 36:53
  and
• 36:54
  not
• 36:54
  even
• 36:54
  3
• 36:54
  billion
• 36:54
  people
• 36:55
  where
• 36:55
  you
• 36:55
  live.
• 36:55
  Right,
• 36:56
  right.
• 36:56
  So
• 36:57
  it's
• 36:57
  again
• 36:57
  like
• 36:58
  really
• 36:58
  going
• 36:58
  deep
• 36:59
  into
• 36:59
  those
• 36:59
  data
• 37:00
  and
• 37:00
  metrics
• 37:00
  and
• 37:01
  understanding.
• 37:01
  But
• 37:02
  again,
• 37:02
  I
• 37:02
  don't
• 37:02
  think
• 37:03
  anything's
• 37:03
  ever
• 37:03
  going
• 37:04
  to
• 37:04
  die.
• 37:05
  When
• 37:05
  I
• 37:05
  was
• 37:05
  going
• 37:05
  to
• 37:05
  journalism
• 37:06
  school,
• 37:06
  everybody
• 37:07
  used
• 37:07
  to
• 37:07
  say,
• 37:07
  well,
• 37:07
  journalism
• 37:08
  is
• 37:08
  on
• 37:08
  its
• 37:08
  path.
• 37:09
  PR
• 37:09
  is
• 37:09
  the
• 37:09
  new
• 37:09
  thing.
• 37:10
  You
• 37:11
  know,
• 37:11
  then
• 37:11
  PR
• 37:11
  came
• 37:12
  through
• 37:12
  and
• 37:12
  then
• 37:12
  they
• 37:12
  said
• 37:12
  experiential
• 37:13
  is
• 37:13
  a
• 37:13
  new
• 37:13
  thing.
• 37:13
  Then
• 37:14
  experiential
• 37:14
  went
• 37:14
  away.
• 37:15
  And
• 37:15
  then,
• 37:15
  you
• 37:16
  know,
• 37:16
  influencer
• 37:16
  marketing
• 37:17
  came
• 37:17
  up
• 37:17
  and
• 37:17
  influencer
• 37:18
  marketing
• 37:18
  is
• 37:18
  nothing
• 37:19
  but
• 37:19
  how
• 37:20
  we
• 37:20
  used
• 37:20
  to
• 37:20
  use
• 37:20
  experts
• 37:21
  way
• 37:21
  back
• 37:21
  in
• 37:22
  the
• 37:22
  day
• 37:22
  who
• 37:22
  used
• 37:22
  to
• 37:22
  get
• 37:23
  on
• 37:23
  the
• 37:23
  8
• 37:23
  o'
• 37:24
  clock
• 37:24
  news
• 37:24
  and
• 37:24
  say,
• 37:24
  well,
• 37:25
  this
• 37:25
  is
• 37:25
  really
• 37:25
  good
• 37:26
  and
• 37:26
  this
• 37:26
  is
• 37:26
  not
• 37:26
  that
• 37:27
  good.
• 37:27
  I
• 37:27
  mean,
• 37:27
  if
• 37:27
  you
• 37:27
  remember
• 37:28
  Susie
• 37:29
  Orman
• 37:29
  from
• 37:29
  those
• 37:29
  days,
• 37:30
  right,
• 37:30
  she
• 37:30
  was
• 37:30
  the
• 37:31
  personal
• 37:32
  finance
• 37:32
  expert.
• 37:33
  And
• 37:33
  now
• 37:33
  they're
• 37:33
  these
• 37:33
  homegrown
• 37:34
  experts.
• 37:34
  They
• 37:35
  just
• 37:35
  happen
• 37:35
  to
• 37:35
  be
• 37:35
  in
• 37:35
  different
• 37:36
  channels
• 37:36
  as
• 37:36
  well
• 37:36
  too.
• 37:37
  So
• 37:37
  I
• 37:37
  think
• 37:37
  it's
• 37:38
  going
• 37:38
  to
• 37:38
  evolve.
• 37:38
  But
• 37:39
  I
• 37:39
  think
• 37:39
  if
• 37:39
  you're
• 37:40
  somebody
• 37:40
  who's
• 37:40
  keeping
• 37:40
  a
• 37:41
  pulse
• 37:41
  point
• 37:41
  and
• 37:41
  wants
• 37:42
  to
• 37:42
  be
• 37:42
  in
• 37:42
  that
• 37:42
  middle
• 37:42
  ground,
• 37:43
  just
• 37:43
  keep
• 37:43
  your
• 37:44
  finger
• 37:44
  on
• 37:44
  the
• 37:44
  pulse
• 37:45
  on
• 37:45
  emerging
• 37:45
  media
• 37:46
  and
• 37:46
  really
• 37:46
  try
• 37:46
  to
• 37:47
  understand
• 37:47
  what's
• 37:47
  happening
• 37:48
  with
• 37:48
  them.
• 37:49
  And
• 37:49
  I
• 37:49
  think
• 37:49
  again,
• 37:50
  the
• 37:50
  credibility
• 37:51
  of
• 37:51
  some
• 37:51
  of
• 37:51
  these
• 37:53
  resources
• 37:53
  and
• 37:54
  where
• 37:54
  are
• 37:54
  these
• 37:54
  journalists
• 37:55
  moving?
• 37:55
  Where
• 37:55
  are
• 37:56
  they
• 37:56
  starting
• 37:56
  something
• 37:57
  on
• 37:57
  their
• 37:57
  own?
• 37:59
  I'll
• 37:59
  share
• 37:59
  with
• 38:00
  you
• 38:00
  in
• 38:00
  Substack.
• 38:01
  There's
• 38:01
  a
• 38:02
  PR
• 38:02
  person
• 38:02
  who
• 38:02
  is
• 38:03
  right
• 38:03
  now
• 38:03
  doing
• 38:04
  interviews
• 38:04
  with
• 38:05
  the
• 38:05
  media
• 38:06
  and
• 38:06
  she
• 38:06
  is
• 38:06
  now
• 38:07
  getting
• 38:07
  pitches
• 38:07
  from
• 38:08
  brands
• 38:08
  to
• 38:09
  talk
• 38:09
  about
• 38:09
  their
• 38:09
  products.
• 38:10
  You
• 38:10
  see
• 38:10
  how
• 38:11
  quickly
• 38:11
  that
• 38:11
  changed
• 38:12
  because
• 38:12
  guess
• 38:12
  what?
• 38:14
  She
• 38:14
  has
• 38:14
  now
• 38:15
  authority.
• 38:15
  She's
• 38:15
  got
• 38:15
  an
• 38:16
  in
• 38:16
  wave
• 38:16
  with
• 38:16
  some
• 38:17
  of
• 38:17
  the
• 38:17
  top
• 38:17
  media
• 38:18
  journalists
• 38:19
  within
• 38:19
  technology
• 38:20
  and
• 38:20
  personal
• 38:20
  finance.
• 38:22
  So
• 38:22
  if
• 38:22
  you're
• 38:22
  not
• 38:22
  keeping
• 38:23
  a
• 38:23
  pulse
• 38:23
  on
• 38:23
  that,
• 38:24
  and
• 38:24
  she's
• 38:25
  probably
• 38:25
  going
• 38:25
  to
• 38:25
  find
• 38:25
  a
• 38:26
  way
• 38:26
  to
• 38:26
  again
• 38:26
  right
• 38:27
  now
• 38:27
  she's
• 38:27
  doing
• 38:27
  it
• 38:27
  because
• 38:28
  it
• 38:28
  creates
• 38:29
  this
• 38:29
  new
• 38:29
  way
• 38:30
  to
• 38:30
  get
• 38:30
  to
• 38:30
  know
• 38:30
  these
• 38:31
  people
• 38:31
  who
• 38:31
  are
• 38:32
  real
• 38:32
  humans
• 38:32
  as
• 38:33
  journalists.
• 38:33
  But
• 38:34
  I
• 38:34
  think
• 38:34
  this
• 38:35
  could
• 38:35
  be
• 38:35
  the
• 38:35
  beginning
• 38:35
  of
• 38:35
  a
• 38:36
  brand
• 38:36
  new
• 38:36
  model
• 38:36
  in
• 38:36
  a
• 38:37
  couple
• 38:37
  of
• 38:37
  years.
• 38:38
  Yeah,
• 38:38
  my
• 38:38
  question
• 38:39
  was
• 38:39
  definitely
• 38:39
  around
• 38:40
  print
• 38:40
  journalism.
• 38:40
  I've
• 38:41
  seen
• 38:41
  like,
• 38:41
  as
• 38:41
  a
• 38:42
  fan
• 38:42
  and
• 38:42
  user
• 38:43
  of
• 38:43
  stuff
• 38:43
  sec
• 38:43
  myself,
• 38:44
  like
• 38:44
  the
• 38:45
  demand
• 38:45
  for
• 38:46
  high
• 38:46
  quality
• 38:46
  journalism
• 38:47
  is
• 38:47
  as
• 38:47
  alive
• 38:48
  as
• 38:48
  it
• 38:48
  always
• 38:48
  was.
• 38:48
  And
• 38:49
  I
• 38:49
  think
• 38:49
  if
• 38:49
  you
• 38:50
  look
• 38:50
  over
• 38:50
  there,
• 38:50
  like
• 38:50
  some
• 38:50
  of
• 38:51
  the
• 38:51
  journalists
• 38:51
  that
• 38:51
  have
• 38:51
  gone
• 38:51
  across
• 38:52
  or
• 38:52
  models
• 38:52
  like
• 38:52
  the
• 38:53
  Atlantic
• 38:54
  as
• 38:55
  well
• 38:56
  that
• 38:56
  have
• 38:56
  done
• 38:57
  that,
• 38:57
  or
• 38:57
  the
• 38:57
  athletic,
• 38:58
  from
• 38:58
  a
• 38:58
  sports
• 38:59
  perspective,
• 38:59
  like,
• 39:00
  not
• 39:00
  only
• 39:00
  do
• 39:00
  people
• 39:01
  want
• 39:01
  that
• 39:01
  journalism,
• 39:01
  but
• 39:02
  they're
• 39:02
  willing
• 39:02
  to
• 39:03
  pay
• 39:03
  a
• 39:03
  premium
• 39:04
  for
• 39:04
  high
• 39:04
  quality,
• 39:05
  objective
• 39:06
  journalism.
• 39:07
  And
• 39:07
  I
• 39:07
  think
• 39:08
  Piers
• 39:08
  Morgan,
• 39:08
  love
• 39:09
  him,
• 39:09
  I
• 39:09
  hate
• 39:09
  him.
• 39:09
  I
• 39:09
  heard
• 39:09
  him
• 39:10
  talk
• 39:10
  about
• 39:10
  this
• 39:10
  on,
• 39:11
  on
• 39:11
  a
• 39:11
  podcast
• 39:12
  that
• 39:12
  he,
• 39:13
  well,
• 39:13
  believe
• 39:13
  it
• 39:13
  or
• 39:13
  not,
• 39:14
  got
• 39:14
  tired
• 39:15
  of
• 39:15
  being
• 39:15
  told
• 39:15
  what
• 39:15
  he
• 39:15
  could
• 39:16
  or
• 39:16
  couldn't
• 39:16
  talk
• 39:16
  about
• 39:16
  or
• 39:17
  couldn't,
• 39:17
  couldn't
• 39:17
  discuss.
• 39:17
  And
• 39:18
  there
• 39:18
  were
• 39:18
  always
• 39:18
  those
• 39:19
  corporate
• 39:20
  guidelines
• 39:20
  around
• 39:21
  him
• 39:21
  while
• 39:21
  he
• 39:22
  was,
• 39:22
  you
• 39:23
  know,
• 39:23
  even
• 39:23
  working
• 39:23
  for
• 39:23
  Rupert
• 39:24
  Murdoch
• 39:24
  or
• 39:24
  whoever
• 39:25
  it
• 39:25
  was
• 39:25
  that
• 39:25
  he
• 39:25
  was,
• 39:26
  his
• 39:26
  organization,
• 39:27
  he
• 39:27
  was
• 39:27
  under,
• 39:28
  he
• 39:29
  started
• 39:29
  his
• 39:29
  podcast
• 39:30
  and
• 39:30
  just
• 39:30
  basically,
• 39:30
  Piers
• 39:31
  Morgan
• 39:31
  Unfilter.
• 39:31
  I
• 39:32
  can't
• 39:32
  remember
• 39:32
  what
• 39:32
  the
• 39:32
  name
• 39:32
  is
• 39:32
  and
• 39:33
  nor
• 39:33
  am
• 39:33
  I
• 39:33
  advertising
• 39:34
  or
• 39:34
  endorsing
• 39:34
  it,
• 39:34
  but
• 39:36
  he's
• 39:36
  got
• 39:37
  millions
• 39:37
  of
• 39:37
  people,
• 39:37
  millions
• 39:38
  of
• 39:38
  subscribers
• 39:38
  will
• 39:39
  turn
• 39:39
  up
• 39:39
  and
• 39:39
  listen
• 39:39
  to
• 39:39
  that.
• 39:39
  People
• 39:40
  will
• 39:40
  pay,
• 39:40
  advertisers
• 39:41
  will
• 39:41
  pay
• 39:41
  a
• 39:41
  hefty
• 39:42
  premium
• 39:42
  now
• 39:42
  to
• 39:42
  get
• 39:43
  their
• 39:43
  products
• 39:44
  featured
• 39:45
  on
• 39:45
  there.
• 39:47
  And
• 39:47
  you
• 39:47
  know,
• 39:48
  you
• 39:48
  may
• 39:48
  or
• 39:48
  may
• 39:48
  not
• 39:48
  agree
• 39:49
  with
• 39:49
  peers,
• 39:49
  and
• 39:49
  I
• 39:49
  may
• 39:50
  or
• 39:50
  may
• 39:50
  not
• 39:50
  agree
• 39:50
  with
• 39:50
  peers
• 39:50
  either,
• 39:51
  but
• 39:51
  people
• 39:52
  will
• 39:52
  come
• 39:52
  to
• 39:52
  listen
• 39:53
  because
• 39:53
  they
• 39:53
  trust
• 39:54
  that
• 39:54
  it's
• 39:54
  objective
• 39:54
  and
• 39:55
  it's
• 39:55
  not
• 39:55
  controlled
• 39:56
  by
• 39:56
  the
• 39:56
  brand
• 39:56
  guidelines
• 39:57
  or
• 39:57
  the
• 39:57
  corporate
• 39:57
  guidelines
• 39:58
  of
• 39:58
  any
• 39:58
  higher
• 39:59
  power.
• 39:59
  It
• 39:59
  is
• 39:59
  just
• 39:59
  him
• 40:00
  speaking.
• 40:00
  I
• 40:00
  think
• 40:00
  the
• 40:00
  same
• 40:01
  is
• 40:01
  true
• 40:01
  of
• 40:01
  the
• 40:01
  journalists
• 40:02
  that
• 40:02
  are
• 40:02
  doing
• 40:02
  really
• 40:03
  well
• 40:03
  on
• 40:03
  Substack
• 40:03
  as
• 40:04
  well.
• 40:04
  Yeah.
• 40:04
  And
• 40:05
  I
• 40:05
  think,
• 40:05
  I
• 40:05
  think
• 40:05
  this
• 40:05
  is
• 40:05
  where
• 40:06
  also
• 40:06
  I
• 40:06
  think
• 40:06
  local
• 40:06
  journalism
• 40:07
  is
• 40:07
  going
• 40:07
  to
• 40:07
  be
• 40:07
  really
• 40:08
  critical
• 40:08
  because
• 40:08
  again,
• 40:10
  it's
• 40:10
  coming
• 40:10
  from
• 40:10
  the
• 40:10
  root
• 40:11
  of
• 40:11
  the
• 40:11
  areas
• 40:12
  that
• 40:12
  you
• 40:12
  live
• 40:12
  in,
• 40:13
  even
• 40:13
  though
• 40:13
  the
• 40:14
  newsrooms
• 40:14
  are
• 40:14
  getting
• 40:14
  smaller.
• 40:15
  But
• 40:15
  again,
• 40:16
  there's,
• 40:16
  there's
• 40:16
  so
• 40:16
  much
• 40:16
  credibility
• 40:17
  in
• 40:17
  how
• 40:17
  they,
• 40:18
  they
• 40:18
  pull
• 40:18
  their
• 40:19
  resources,
• 40:19
  they
• 40:19
  tell
• 40:20
  their
• 40:20
  stories.
• 40:21
  I
• 40:21
  keep
• 40:21
  taking
• 40:22
  my
• 40:22
  daughter's
• 40:22
  example,
• 40:23
  but,
• 40:23
  you
• 40:23
  know,
• 40:23
  she
• 40:23
  just
• 40:23
  recently
• 40:24
  did
• 40:24
  a
• 40:24
  research
• 40:24
  paper
• 40:25
  and,
• 40:26
  and
• 40:26
  I
• 40:26
  think
• 40:26
  the
• 40:26
  only
• 40:27
  thing
• 40:27
  guideline
• 40:27
  I
• 40:27
  gave
• 40:28
  her,
• 40:28
  and
• 40:28
  it
• 40:28
  was
• 40:28
  about
• 40:29
  the
• 40:29
  impact
• 40:30
  on
• 40:30
  mental
• 40:31
  health
• 40:31
  when
• 40:31
  you're
• 40:31
  in
• 40:32
  a
• 40:32
  war,
• 40:32
  flooded
• 40:33
  zone
• 40:33
  area
• 40:33
  and
• 40:34
  there's
• 40:34
  a
• 40:34
  lot
• 40:34
  of
• 40:34
  turmoil
• 40:35
  that's
• 40:35
  happening
• 40:35
  in
• 40:35
  the
• 40:35
  world
• 40:35
  around
• 40:36
  us.
• 40:36
  And
• 40:37
  I
• 40:37
  said,
• 40:37
  just
• 40:37
  be
• 40:37
  objective.
• 40:38
  As
• 40:38
  if
• 40:39
  there's
• 40:39
  one
• 40:39
  goal
• 40:39
  for
• 40:40
  you
• 40:40
  in
• 40:40
  your
• 40:40
  research
• 40:40
  paper.
• 40:41
  Be
• 40:41
  objective.
• 40:41
  Present
• 40:42
  both
• 40:42
  sides
• 40:43
  and
• 40:44
  do
• 40:44
  your
• 40:44
  research,
• 40:45
  get
• 40:45
  the
• 40:45
  references,
• 40:47
  make
• 40:47
  sure
• 40:47
  the
• 40:47
  data
• 40:48
  is
• 40:48
  accurate.
• 40:48
  Again,
• 40:49
  this
• 40:49
  is
• 40:50
  what
• 40:50
  you
• 40:50
  and
• 40:50
  I
• 40:50
  learned
• 40:50
  way
• 40:51
  back
• 40:51
  in.
• 40:51
  And
• 40:51
  you
• 40:52
  don't
• 40:52
  have
• 40:52
  to
• 40:52
  go
• 40:52
  to
• 40:52
  a
• 40:52
  journalism
• 40:53
  school
• 40:53
  to
• 40:53
  understand
• 40:53
  that.
• 40:54
  And
• 40:55
  storytelling,
• 40:56
  I
• 40:56
  mean,
• 40:56
  Graham,
• 40:56
  at
• 40:57
  the
• 40:57
  end
• 40:57
  of
• 40:57
  the
• 40:57
  day,
• 40:57
  what
• 40:58
  is
• 40:58
  it
• 40:58
  that
• 40:58
  humans
• 40:59
  like
• 40:59
  to
• 40:59
  do?
• 40:59
  And
• 41:00
  maybe
• 41:00
  AI
• 41:01
  agents
• 41:01
  to
• 41:01
  an
• 41:01
  extent
• 41:02
  too,
• 41:02
  we
• 41:02
  are
• 41:03
  storytellers.
• 41:03
  We
• 41:04
  like
• 41:04
  to
• 41:04
  tell
• 41:04
  stories.
• 41:05
  Everybody
• 41:06
  quotes
• 41:06
  Maya
• 41:07
  Angelou
• 41:07
  when
• 41:07
  she
• 41:07
  said,
• 41:07
  right,
• 41:08
  Nobody
• 41:08
  remembers
• 41:09
  what
• 41:09
  you
• 41:09
  told
• 41:09
  them,
• 41:10
  but
• 41:10
  everybody
• 41:10
  remembers
• 41:10
  how
• 41:11
  you
• 41:11
  made
• 41:11
  them
• 41:11
  feel.
• 41:11
  Your
• 41:12
  words
• 41:12
  have
• 41:12
  the
• 41:12
  power.
• 41:14
  And
• 41:14
  again,
• 41:14
  just
• 41:15
  because
• 41:15
  a
• 41:16
  tool
• 41:16
  is
• 41:16
  making
• 41:17
  things
• 41:17
  faster
• 41:18
  and
• 41:18
  allowing
• 41:19
  you
• 41:20
  extra
• 41:20
  time
• 41:20
  or,
• 41:21
  you
• 41:21
  know,
• 41:21
  better
• 41:21
  speed
• 41:21
  to
• 41:22
  market
• 41:23
  doesn't
• 41:23
  mean
• 41:23
  you
• 41:23
  take
• 41:23
  that
• 41:24
  authenticity
• 41:24
  away
• 41:25
  from
• 41:25
  it
• 41:25
  by
• 41:25
  using
• 41:25
  your
• 41:26
  own
• 41:26
  words
• 41:26
  and
• 41:26
  your
• 41:27
  storytelling.
• 41:27
  So
• 41:27
  again,
• 41:28
  I
• 41:28
  think
• 41:28
  if
• 41:29
  we
• 41:29
  stay
• 41:29
  core
• 41:30
  to
• 41:30
  our
• 41:30
  fundamentals,
• 41:31
  a
• 41:32
  lot
• 41:32
  of
• 41:32
  advancement
• 41:33
  that's
• 41:33
  happening
• 41:34
  around
• 41:34
  us
• 41:34
  sometimes
• 41:35
  just
• 41:35
  feels
• 41:35
  noise.
• 41:36
  And
• 41:36
  the
• 41:36
  more
• 41:37
  we
• 41:37
  can
• 41:37
  look
• 41:37
  at
• 41:37
  it
• 41:38
  as
• 41:38
  an
• 41:39
  addition
• 41:40
  and
• 41:40
  a
• 41:40
  complement
• 41:41
  to
• 41:41
  the
• 41:41
  way
• 41:41
  we
• 41:41
  do
• 41:42
  our
• 41:42
  work,
• 41:42
  our
• 41:42
  ways
• 41:43
  of
• 41:43
  working
• 41:43
  are
• 41:43
  going
• 41:43
  to
• 41:43
  change
• 41:44
  for
• 41:44
  sure.
• 41:45
  But
• 41:45
  let's
• 41:46
  stop
• 41:46
  debating
• 41:47
  what's
• 41:47
  going
• 41:47
  to
• 41:47
  happen.
• 41:48
  We
• 41:48
  sometimes
• 41:49
  jump
• 41:50
  so
• 41:50
  much
• 41:50
  to
• 41:50
  the
• 41:50
  extreme
• 41:51
  that
• 41:52
  we
• 41:52
  forget
• 41:52
  how
• 41:52
  to
• 41:53
  really
• 41:53
  live
• 41:53
  within
• 41:53
  this
• 41:54
  middle
• 41:54
  ground.
• 41:55
  And
• 41:55
  again,
• 41:55
  like
• 41:56
  I
• 41:56
  said,
• 41:56
  I
• 41:56
  think
• 41:56
  staying
• 41:57
  in
• 41:57
  the
• 41:57
  middle
• 41:57
  is
• 41:57
  what's
• 41:57
  going
• 41:58
  to
• 41:58
  be
• 41:58
  really,
• 41:58
  really
• 41:58
  exciting
• 41:59
  and
• 42:00
  really
• 42:00
  interesting
• 42:01
  with
• 42:01
  that
• 42:01
  space
• 42:01
  as
• 42:01
  well,
• 42:02
  too.
• 42:02
  And
• 42:02
  I
• 42:02
  think
• 42:03
  journalism
• 42:03
  is
• 42:03
  going
• 42:03
  to
• 42:03
  be
• 42:04
  a
• 42:04
  big
• 42:04
  part
• 42:04
  of
• 42:04
  that.
• 42:05
  I
• 42:06
  think
• 42:06
  it's
• 42:06
  going
• 42:06
  to
• 42:06
  be
• 42:06
  really
• 42:07
  interesting
• 42:07
  to
• 42:07
  see
• 42:07
  how
• 42:07
  some
• 42:08
  of
• 42:08
  this
• 42:08
  shapes
• 42:08
  up
• 42:08
  in
• 42:08
  the
• 42:09
  next
• 42:09
  few
• 42:09
  years.
• 42:09
  And
• 42:10
  the
• 42:10
  world
• 42:10
  moves
• 42:10
  in
• 42:10
  unpredictable
• 42:11
  ways,
• 42:11
  as
• 42:11
  you
• 42:11
  said.
• 42:11
  And
• 42:12
  if
• 42:12
  I
• 42:12
  just
• 42:12
  doing
• 42:13
  some
• 42:13
  back
• 42:13
  of
• 42:13
  a
• 42:14
  napkin
• 42:14
  math
• 42:14
  here,
• 42:15
  like,
• 42:15
  if
• 42:16
  I'm
• 42:16
  a
• 42:16
  journalist
• 42:17
  and
• 42:17
  I've
• 42:17
  moved
• 42:17
  and
• 42:18
  I
• 42:18
  and
• 42:18
  I
• 42:19
  focused
• 42:19
  on
• 42:19
  that
• 42:20
  objectivity,
• 42:20
  that
• 42:21
  authenticity,
• 42:22
  all
• 42:22
  of
• 42:22
  the
• 42:23
  things
• 42:23
  that
• 42:24
  make
• 42:24
  for
• 42:24
  great
• 42:24
  journalism,
• 42:25
  and
• 42:26
  I've
• 42:26
  picked
• 42:26
  up
• 42:26
  10,000
• 42:27
  paid
• 42:28
  subscribers
• 42:28
  at
• 42:28
  $5
• 42:29
  a
• 42:29
  month
• 42:29
  on
• 42:29
  Substack,
• 42:30
  then
• 42:30
  I'm
• 42:30
  earning
• 42:30
  a
• 42:31
  million
• 42:31
  dollars
• 42:31
  a
• 42:31
  year
• 42:31
  being
• 42:31
  a
• 42:31
  journalist.
• 42:32
  I
• 42:32
  bet
• 42:32
  if
• 42:32
  you
• 42:32
  could
• 42:33
  go
• 42:33
  back
• 42:33
  to
• 42:33
  journalism
• 42:33
  school
• 42:34
  and
• 42:34
  tell
• 42:34
  people
• 42:34
  that
• 42:34
  it
• 42:34
  was
• 42:34
  possible
• 42:35
  to
• 42:35
  earn
• 42:35
  a
• 42:35
  million
• 42:35
  a
• 42:35
  year
• 42:36
  being
• 42:36
  a
• 42:36
  journalist,
• 42:36
  they.
• 42:36
  They
• 42:37
  have
• 42:37
  laughed
• 42:37
  at
• 42:37
  you,
• 42:37
  right?
• 42:38
  Yeah.
• 42:39
  And
• 42:39
  again
• 42:40
  and
• 42:40
  again,
• 42:40
  that's
• 42:41
  just
• 42:41
  being
• 42:41
  smart,
• 42:41
  where
• 42:42
  you
• 42:43
  are
• 42:43
  using
• 42:44
  what's
• 42:44
  available
• 42:45
  to
• 42:45
  you
• 42:45
  in
• 42:45
  a
• 42:46
  really
• 42:46
  smart
• 42:46
  way.
• 42:46
  Now,
• 42:47
  does
• 42:47
  that
• 42:47
  make
• 42:47
  it
• 42:48
  just
• 42:48
  because
• 42:48
  you're
• 42:49
  making
• 42:49
  money
• 42:50
  out
• 42:50
  of
• 42:50
  your
• 42:50
  profession?
• 42:51
  As
• 42:52
  long
• 42:52
  as
• 42:52
  you're
• 42:52
  staying
• 42:53
  within
• 42:53
  the
• 42:53
  realms
• 42:53
  of
• 42:53
  doing
• 42:54
  the
• 42:54
  right
• 42:54
  thing
• 42:54
  and
• 42:54
  following
• 42:55
  the
• 42:55
  protocol?
• 42:56
  I
• 42:56
  mean,
• 42:56
  you
• 42:56
  mentioned
• 42:57
  the
• 42:57
  brand
• 42:57
  guidelines.
• 42:57
  There's
• 42:58
  a
• 42:58
  reason
• 42:58
  why
• 42:58
  brands
• 42:59
  have
• 42:59
  guidelines,
• 42:59
  right?
• 42:59
  There's
• 43:00
  a
• 43:00
  risk
• 43:00
  associated
• 43:01
  with
• 43:01
  running
• 43:01
  any
• 43:01
  business,
• 43:02
  and
• 43:02
  that's
• 43:03
  why
• 43:03
  you
• 43:03
  have
• 43:03
  to
• 43:03
  stay
• 43:03
  within
• 43:04
  those
• 43:04
  guidelines.
• 43:04
  So
• 43:04
  I
• 43:04
  think
• 43:05
  as,
• 43:06
  as
• 43:06
  much
• 43:06
  as
• 43:06
  if
• 43:06
  you
• 43:07
  take
• 43:07
  sometimes
• 43:07
  a
• 43:07
  step
• 43:08
  back
• 43:08
  and
• 43:08
  understand
• 43:09
  why,
• 43:09
  like,
• 43:10
  the
• 43:10
  context
• 43:10
  is
• 43:11
  so
• 43:11
  important
• 43:11
  sometimes,
• 43:13
  and
• 43:13
  we
• 43:13
  all
• 43:13
  like
• 43:14
  to
• 43:14
  be
• 43:14
  in
• 43:14
  safe
• 43:15
  places
• 43:15
  and
• 43:15
  rooms
• 43:15
  where
• 43:15
  we
• 43:16
  can
• 43:16
  say
• 43:16
  whatever
• 43:16
  we
• 43:16
  want
• 43:17
  to,
• 43:17
  but
• 43:17
  the
• 43:18
  context
• 43:18
  is
• 43:18
  that
• 43:18
  sometimes
• 43:19
  you
• 43:19
  have
• 43:19
  to
• 43:20
  be
• 43:20
  within
• 43:20
  those
• 43:20
  guidelines
• 43:21
  because
• 43:21
  that's
• 43:22
  how
• 43:22
  there's
• 43:23
  a
• 43:23
  reason
• 43:23
  why
• 43:23
  diplomacy
• 43:24
  works
• 43:24
  in
• 43:24
  this
• 43:25
  world.
• 43:25
  And
• 43:25
  that's
• 43:25
  the
• 43:26
  basis
• 43:26
  of
• 43:27
  and
• 43:27
  the
• 43:27
  foundation
• 43:27
  of
• 43:28
  foreign
• 43:28
  relations.
• 43:28
  Right.
• 43:29
  So
• 43:29
  I
• 43:30
  think
• 43:30
  it's
• 43:30
  sort
• 43:30
  of
• 43:30
  understanding
• 43:31
  that
• 43:31
  piece
• 43:31
  as
• 43:31
  well.
• 43:31
  Like
• 43:32
  you
• 43:32
  can
• 43:32
  still
• 43:32
  be
• 43:33
  yourself
• 43:34
  and
• 43:34
  still
• 43:34
  stay
• 43:35
  within
• 43:35
  the
• 43:35
  reins.
• 43:36
  And
• 43:36
  I
• 43:36
  think
• 43:36
  that
• 43:37
  is
• 43:37
  the
• 43:37
  best
• 43:38
  thing
• 43:38
  about
• 43:38
  working
• 43:39
  in
• 43:39
  house
• 43:40
  and
• 43:40
  doing
• 43:40
  the
• 43:40
  job
• 43:41
  that
• 43:41
  I
• 43:41
  do
• 43:41
  is
• 43:41
  like
• 43:42
  it's
• 43:42
  finding
• 43:42
  that
• 43:42
  really
• 43:43
  beautiful
• 43:43
  balance
• 43:44
  because
• 43:44
  that's
• 43:44
  where
• 43:44
  it
• 43:45
  comes
• 43:45
  back
• 43:45
  to
• 43:46
  the
• 43:46
  art
• 43:46
  and
• 43:47
  the
• 43:47
  science
• 43:47
  of
• 43:47
  storytelling.
• 43:48
  Quick
• 43:48
  correction
• 43:49
  first
• 43:49
  because
• 43:50
  it
• 43:50
  would
• 43:50
  have
• 43:50
  to
• 43:50
  be
• 43:51
  $10
• 43:51
  a
• 43:51
  month
• 43:51
  at
• 43:52
  10,000
• 43:52
  subscribers.
• 43:53
  As
• 43:53
  a
• 43:53
  data
• 43:53
  professional,
• 43:54
  I
• 43:54
  feel
• 43:54
  obliged
• 43:55
  to
• 43:55
  make
• 43:55
  a
• 43:55
  correction.
• 43:56
  There
• 43:56
  you
• 43:56
  go
• 43:56
  in
• 43:56
  the
• 43:56
  comment
• 43:57
  section.
• 43:59
  Anyway,
• 43:59
  forgive
• 44:00
  me,
• 44:00
  I
• 44:01
  didn't
• 44:01
  have
• 44:01
  my
• 44:01
  calculator.
• 44:01
  You
• 44:02
  see,
• 44:03
  that
• 44:03
  was
• 44:03
  the
• 44:03
  problem.
• 44:04
  But
• 44:04
  you
• 44:05
  make
• 44:05
  a
• 44:05
  really
• 44:05
  interesting
• 44:05
  point
• 44:06
  there.
• 44:06
  And
• 44:06
  I'd
• 44:06
  love
• 44:07
  to
• 44:07
  close
• 44:07
  on
• 44:07
  this
• 44:07
  because
• 44:07
  one
• 44:08
  of
• 44:08
  the
• 44:08
  things
• 44:08
  that
• 44:08
  brought
• 44:08
  us
• 44:09
  together
• 44:10
  in
• 44:10
  the
• 44:10
  first
• 44:10
  place
• 44:10
  in
• 44:11
  terms
• 44:11
  of
• 44:11
  our
• 44:11
  own
• 44:11
  kind
• 44:13
  friendship.
• 44:13
  So
• 44:13
  both
• 44:13
  of
• 44:13
  us
• 44:14
  are
• 44:14
  immigrants
• 44:15
  and
• 44:15
  to
• 44:15
  that
• 44:15
  point
• 44:16
  have
• 44:16
  brought
• 44:17
  our
• 44:17
  own
• 44:17
  perspectives
• 44:18
  into
• 44:18
  this
• 44:18
  country.
• 44:19
  And
• 44:20
  you
• 44:20
  know,
• 44:20
  while
• 44:20
  we
• 44:21
  have
• 44:22
  naturalized
• 44:23
  and
• 44:23
  become
• 44:24
  part
• 44:24
  of
• 44:24
  this
• 44:24
  country
• 44:25
  and
• 44:26
  you
• 44:26
  know,
• 44:26
  everything
• 44:27
  that
• 44:27
  it
• 44:27
  represents,
• 44:29
  we
• 44:29
  retain
• 44:29
  elements
• 44:30
  of,
• 44:31
  you
• 44:31
  know,
• 44:31
  our
• 44:32
  home
• 44:32
  countries.
• 44:32
  Right.
• 44:33
  Or
• 44:33
  our
• 44:33
  countries
• 44:33
  of
• 44:33
  birth.
• 44:34
  And
• 44:34
  that's,
• 44:35
  I
• 44:35
  think,
• 44:36
  an
• 44:36
  incredibly
• 44:36
  additive
• 44:37
  point.
• 44:38
  My
• 44:38
  bias
• 44:38
  perspective,
• 44:39
  which
• 44:39
  I'm
• 44:39
  sure
• 44:39
  you're
• 44:39
  not
• 44:39
  going
• 44:39
  to
• 44:40
  disagree
• 44:40
  with,
• 44:41
  is
• 44:41
  that
• 44:41
  like
• 44:42
  actually
• 44:42
  bringing
• 44:42
  a
• 44:42
  global
• 44:43
  perspective
• 44:43
  or
• 44:43
  an
• 44:43
  objective,
• 44:44
  a
• 44:44
  perspective
• 44:44
  into
• 44:44
  a
• 44:44
  different
• 44:45
  environment
• 44:45
  can.
• 44:47
  And
• 44:47
  this
• 44:47
  is,
• 44:48
  this
• 44:48
  is
• 44:48
  true
• 44:48
  of
• 44:49
  diversity
• 44:49
  in
• 44:49
  all
• 44:49
  forms
• 44:50
  and
• 44:50
  you
• 44:50
  know,
• 44:50
  bringing
• 44:51
  in
• 44:51
  people
• 44:51
  with
• 44:51
  different
• 44:52
  skills,
• 44:52
  bringing
• 44:53
  in
• 44:53
  people
• 44:53
  from
• 44:53
  different
• 44:53
  backgrounds,
• 44:54
  if
• 44:54
  you
• 44:54
  like,
• 44:55
  into
• 44:56
  companies
• 44:56
  that
• 44:56
  it
• 44:57
  can
• 44:57
  be
• 44:57
  that
• 44:58
  taking
• 44:59
  objective
• 45:00
  outside
• 45:02
  guidance
• 45:02
  on
• 45:02
  something
• 45:03
  can
• 45:03
  often
• 45:03
  provide
• 45:03
  you
• 45:04
  and
• 45:04
  provoke
• 45:04
  you
• 45:04
  to
• 45:05
  think
• 45:05
  in
• 45:05
  ways
• 45:05
  that
• 45:05
  you
• 45:05
  might
• 45:05
  not
• 45:06
  otherwise.
• 45:06
  And
• 45:07
  that
• 45:07
  is
• 45:07
  a
• 45:07
  wonderful
• 45:08
  use
• 45:08
  case
• 45:08
  for
• 45:08
  AI.
• 45:09
  Right.
• 45:09
  If
• 45:09
  you
• 45:09
  have
• 45:09
  a,
• 45:10
  if
• 45:10
  you've
• 45:10
  formed
• 45:10
  an
• 45:10
  opinion,
• 45:11
  if
• 45:11
  you've
• 45:11
  had
• 45:11
  a
• 45:11
  discussion
• 45:12
  or
• 45:12
  a
• 45:12
  debate
• 45:12
  and
• 45:13
  are
• 45:13
  drawing
• 45:13
  some
• 45:13
  hypotheses
• 45:14
  and
• 45:14
  conclusions,
• 45:15
  it
• 45:15
  can
• 45:15
  be
• 45:15
  a
• 45:15
  great
• 45:16
  thought
• 45:16
  partner
• 45:17
  like
• 45:17
  that
• 45:17
  as
• 45:17
  well.
• 45:17
  Much
• 45:18
  the
• 45:18
  same
• 45:18
  as
• 45:19
  we
• 45:20
  were
• 45:20
  as
• 45:20
  immigrants
• 45:21
  coming
• 45:21
  into
• 45:21
  this
• 45:21
  country
• 45:22
  with
• 45:22
  a
• 45:22
  different
• 45:23
  set
• 45:23
  of
• 45:24
  values
• 45:25
  and
• 45:25
  cultures
• 45:26
  than
• 45:27
  those
• 45:27
  that
• 45:27
  pre
• 45:27
  existed
• 45:28
  here.
• 45:28
  Yeah.
• 45:29
  And
• 45:29
  I
• 45:29
  would
• 45:29
  say,
• 45:29
  I
• 45:29
  think
• 45:30
  when
• 45:30
  you
• 45:30
  and
• 45:30
  I
• 45:30
  came,
• 45:31
  you
• 45:31
  know,
• 45:32
  I've
• 45:32
  been
• 45:32
  here,
• 45:33
  I
• 45:33
  came
• 45:33
  in
• 45:33
  99.
• 45:34
  And
• 45:35
  those
• 45:35
  were
• 45:35
  the
• 45:35
  days
• 45:35
  when
• 45:36
  you
• 45:36
  would
• 45:36
  just
• 45:36
  have
• 45:37
  a
• 45:37
  flip
• 45:37
  phone
• 45:37
  and
• 45:38
  to
• 45:38
  call
• 45:38
  back
• 45:39
  home
• 45:39
  in
• 45:39
  India,
• 45:39
  I
• 45:40
  used
• 45:40
  to
• 45:40
  take
• 45:40
  a
• 45:40
  phone
• 45:41
  card
• 45:42
  and
• 45:42
  a
• 45:42
  pay
• 45:42
  card
• 45:43
  and
• 45:43
  then
• 45:43
  it
• 45:43
  used
• 45:43
  to
• 45:43
  be
• 45:44
  really,
• 45:44
  really
• 45:44
  expensive.
• 45:44
  Like
• 45:45
  you're
• 45:45
  paying
• 45:45
  like
• 45:45
  about
• 45:45
  $2aminute.
• 45:47
  And
• 45:47
  it
• 45:47
  was
• 45:47
  a
• 45:47
  very
• 45:48
  short
• 45:48
  conversation.
• 45:49
  Fast
• 45:50
  forward
• 45:50
  to
• 45:50
  where
• 45:50
  we
• 45:50
  are.
• 45:51
  I
• 45:51
  mean,
• 45:51
  my,
• 45:52
  my
• 45:52
  family's
• 45:53
  at
• 45:53
  the
• 45:53
  tip
• 45:53
  of
• 45:53
  my
• 45:53
  phone,
• 45:53
  and
• 45:54
  I
• 45:54
  can
• 45:54
  call
• 45:54
  them
• 45:54
  and
• 45:54
  do
• 45:54
  video
• 45:55
  calls
• 45:55
  anytime.
• 45:56
  Right?
• 45:56
  You
• 45:56
  can
• 45:56
  send
• 45:56
  money
• 45:57
  instantly.
• 45:58
  Like,
• 45:58
  the
• 45:58
  world
• 45:58
  that
• 45:59
  we
• 45:59
  live
• 45:59
  in
• 45:59
  has
• 45:59
  changed
• 46:00
  so
• 46:00
  much.
• 46:01
  And
• 46:01
  I
• 46:02
  think
• 46:02
  technology
• 46:03
  has
• 46:03
  a
• 46:03
  lot
• 46:03
  to
• 46:03
  do
• 46:04
  with
• 46:04
  it.
• 46:04
  But
• 46:05
  this
• 46:05
  is
• 46:05
  where
• 46:05
  your
• 46:06
  lived
• 46:06
  experiences
• 46:07
  almost
• 46:07
  inform
• 46:08
  the
• 46:09
  products
• 46:10
  and
• 46:10
  the
• 46:10
  services
• 46:11
  that
• 46:11
  we
• 46:12
  get
• 46:12
  as
• 46:12
  well.
• 46:12
  And
• 46:12
  I
• 46:12
  think
• 46:13
  in
• 46:13
  terms
• 46:13
  of
• 46:14
  storytelling
• 46:15
  at
• 46:15
  the
• 46:15
  intersection
• 46:16
  of
• 46:16
  data
• 46:16
  and
• 46:17
  analytics
• 46:18
  and
• 46:18
  bringing
• 46:18
  all
• 46:19
  those
• 46:19
  pieces
• 46:19
  together
• 46:20
  too.
• 46:20
  Again,
• 46:21
  the
• 46:21
  data
• 46:21
  and
• 46:22
  the
• 46:22
  analytics
• 46:22
  informs
• 46:23
  certain
• 46:24
  behaviors
• 46:24
  and
• 46:24
  what
• 46:25
  we
• 46:25
  need
• 46:25
  to
• 46:25
  know,
• 46:26
  but
• 46:27
  it's
• 46:27
  the
• 46:27
  human
• 46:27
  perspective.
• 46:28
  I'll
• 46:28
  give
• 46:28
  you
• 46:28
  a
• 46:28
  great
• 46:28
  example.
• 46:30
  We
• 46:31
  were
• 46:31
  once
• 46:31
  talking
• 46:31
  about
• 46:31
  an
• 46:32
  ad,
• 46:32
  and
• 46:34
  back
• 46:34
  in
• 46:34
  India,
• 46:35
  there
• 46:35
  is
• 46:35
  no
• 46:35
  such
• 46:35
  thing
• 46:36
  as
• 46:36
  everybody
• 46:36
  having
• 46:37
  six
• 46:37
  rooms,
• 46:37
  every
• 46:38
  kid
• 46:38
  having
• 46:38
  their
• 46:38
  own
• 46:38
  room
• 46:39
  themselves,
• 46:39
  right?
• 46:40
  And
• 46:40
  that's
• 46:40
  true
• 46:41
  of
• 46:41
  a
• 46:41
  lot
• 46:41
  of
• 46:41
  developing
• 46:42
  countries.
• 46:42
  And,
• 46:43
  you
• 46:44
  know,
• 46:44
  one
• 46:44
  of
• 46:44
  the
• 46:44
  brands
• 46:45
  was
• 46:45
  creating
• 46:45
  this
• 46:45
  ad
• 46:46
  and
• 46:47
  they
• 46:47
  had.
• 46:48
  They
• 46:48
  showed
• 46:48
  that
• 46:49
  one
• 46:49
  of
• 46:49
  the
• 46:49
  kids,
• 46:49
  it
• 46:49
  was
• 46:51
  a
• 46:51
  Hispanic
• 46:52
  family.
• 46:52
  And,
• 46:52
  you
• 46:53
  know,
• 46:53
  they
• 46:53
  just.
• 46:53
  The
• 46:53
  kid
• 46:54
  goes
• 46:54
  in
• 46:54
  and
• 46:54
  shuts
• 46:54
  the
• 46:55
  door.
• 46:56
  In
• 46:56
  our
• 46:56
  house,
• 46:57
  we.
• 46:57
  I
• 46:57
  have
• 46:58
  two
• 46:58
  daughters.
• 46:58
  We
• 46:58
  don't
• 46:59
  shut
• 46:59
  our
• 46:59
  doors.
• 46:59
  The
• 47:00
  concept
• 47:00
  is,
• 47:00
  you
• 47:01
  don't
• 47:01
  shut
• 47:01
  the
• 47:01
  door.
• 47:01
  There
• 47:02
  is
• 47:02
  no
• 47:02
  such
• 47:02
  thing
• 47:02
  as,
• 47:03
  this
• 47:03
  is
• 47:04
  my
• 47:04
  space,
• 47:04
  my
• 47:05
  privacy.
• 47:05
  We
• 47:05
  are
• 47:05
  a
• 47:06
  family,
• 47:06
  right?
• 47:08
  So
• 47:08
  nobody
• 47:08
  knew
• 47:09
  about
• 47:09
  that.
• 47:09
  And
• 47:09
  then
• 47:11
  they
• 47:11
  had
• 47:11
  an
• 47:11
  advisory
• 47:12
  group
• 47:12
  with
• 47:12
  people
• 47:13
  with
• 47:13
  different
• 47:13
  experiences
• 47:14
  and
• 47:14
  lived
• 47:14
  experiences
• 47:15
  from
• 47:15
  different
• 47:15
  parts
• 47:15
  of
• 47:16
  the
• 47:16
  country.
• 47:16
  And
• 47:17
  they
• 47:17
  said,
• 47:17
  well,
• 47:17
  that's
• 47:18
  not
• 47:18
  going
• 47:18
  to
• 47:18
  work
• 47:18
  because
• 47:19
  culturally
• 47:19
  that's
• 47:19
  not
• 47:20
  what
• 47:20
  we
• 47:20
  do.
• 47:21
  And
• 47:21
  they
• 47:21
  were
• 47:21
  able
• 47:21
  to
• 47:22
  edit
• 47:22
  that
• 47:22
  out
• 47:22
  of
• 47:23
  the
• 47:23
  ad.
• 47:23
  So
• 47:23
  I
• 47:23
  think
• 47:23
  those
• 47:24
  are
• 47:24
  just
• 47:24
  like
• 47:24
  a
• 47:24
  very
• 47:25
  simple
• 47:25
  example
• 47:26
  of
• 47:26
  why
• 47:27
  you
• 47:27
  need
• 47:27
  people
• 47:27
  with
• 47:28
  different
• 47:28
  perspectives
• 47:29
  in
• 47:29
  the
• 47:30
  room
• 47:30
  as
• 47:30
  well.
• 47:31
  And,
• 47:32
  you
• 47:32
  know,
• 47:32
  I'll
• 47:33
  give
• 47:33
  you
• 47:33
  another
• 47:34
  funny
• 47:34
  example.
• 47:34
  People
• 47:34
  look
• 47:35
  at
• 47:35
  me
• 47:35
  and
• 47:35
  they're
• 47:35
  like,
• 47:35
  oh,
• 47:35
  sukhisani
• 47:36
  from
• 47:36
  India,
• 47:37
  you
• 47:37
  must
• 47:37
  be
• 47:38
  an
• 47:38
  engineer.
• 47:39
  Little
• 47:39
  do
• 47:39
  they
• 47:39
  realize
• 47:40
  that
• 47:40
  I
• 47:41
  have,
• 47:41
  you
• 47:41
  know,
• 47:41
  I
• 47:41
  do
• 47:42
  communications
• 47:42
  for
• 47:42
  a
• 47:42
  living,
• 47:43
  so
• 47:43
  I'm
• 47:43
  usually
• 47:43
  the
• 47:43
  only
• 47:44
  person
• 47:44
  who's
• 47:45
  not
• 47:45
  either
• 47:45
  an
• 47:45
  engineer
• 47:46
  or
• 47:47
  a
• 47:47
  doctor.
• 47:47
  But
• 47:48
  that's
• 47:48
  called
• 47:48
  inherent
• 47:49
  biases,
• 47:49
  because
• 47:49
  we
• 47:50
  just
• 47:50
  assume
• 47:51
  everybody
• 47:51
  from
• 47:51
  India
• 47:52
  coming
• 47:52
  is
• 47:53
  going
• 47:53
  to
• 47:53
  be,
• 47:53
  you
• 47:53
  know,
• 47:53
  having
• 47:54
  that
• 47:54
  background.
• 47:54
  So,
• 47:55
  yeah,
• 47:56
  I
• 47:56
  mean,
• 47:56
  I
• 47:56
  think
• 47:56
  our
• 47:57
  experiences
• 47:57
  make
• 47:57
  who
• 47:58
  we
• 47:58
  are
• 47:59
  then
• 47:59
  I'm
• 47:59
  personally
• 48:00
  really
• 48:00
  proud
• 48:00
  of
• 48:01
  sort
• 48:01
  of
• 48:01
  that
• 48:01
  perspective
• 48:02
  because
• 48:02
  I
• 48:03
  really
• 48:03
  think
• 48:03
  what.
• 48:04
  What
• 48:05
  differentiates
• 48:05
  you
• 48:06
  from
• 48:06
  others
• 48:06
  is
• 48:06
  actually
• 48:07
  your
• 48:07
  superpower.
• 48:08
  That
• 48:08
  combined
• 48:09
  with
• 48:09
  the
• 48:09
  knowledge
• 48:10
  and
• 48:10
  the
• 48:10
  experiences
• 48:11
  that
• 48:11
  you
• 48:11
  gain
• 48:11
  and
• 48:11
  the
• 48:12
  people
• 48:12
  that
• 48:12
  you
• 48:12
  work
• 48:12
  with
• 48:13
  and
• 48:14
  leveraging
• 48:14
  technology
• 48:15
  and
• 48:15
  data
• 48:15
  and
• 48:16
  analytics
• 48:16
  just
• 48:17
  makes
• 48:17
  you
• 48:17
  so
• 48:17
  much
• 48:18
  more
• 48:18
  smarter.
• 48:18
  But
• 48:19
  that's
• 48:19
  also
• 48:19
  the
• 48:20
  human
• 48:20
  element
• 48:20
  that
• 48:20
  you
• 48:20
  talked
• 48:21
  about.
• 48:21
  I
• 48:21
  mean,
• 48:22
  that's
• 48:22
  what
• 48:22
  makes
• 48:22
  us,
• 48:23
  the
• 48:23
  work
• 48:23
  that
• 48:24
  we
• 48:24
  do,
• 48:24
  so
• 48:24
  real
• 48:25
  and
• 48:25
  so
• 48:25
  impactful.
• 48:26
  And
• 48:26
  I
• 48:26
  think
• 48:26
  that
• 48:27
  is
• 48:28
  basically
• 48:28
  the
• 48:28
  middle
• 48:29
  ground
• 48:29
  that
• 48:29
  we
• 48:29
  all
• 48:29
  want
• 48:29
  to
• 48:30
  be
• 48:30
  in.
• 48:31
  As
• 48:31
  someone
• 48:31
  just
• 48:31
  as
• 48:31
  wonderful
• 48:32
  as
• 48:33
  you
• 48:33
  once
• 48:33
  said,
• 48:34
  immigrants,
• 48:34
  we
• 48:34
  get
• 48:34
  the
• 48:35
  job
• 48:35
  done.
• 48:38
  Well,
• 48:39
  Tookie,
• 48:39
  thank
• 48:39
  you
• 48:40
  so
• 48:40
  much
• 48:40
  for
• 48:40
  sharing
• 48:41
  your
• 48:41
  lived
• 48:41
  experiences
• 48:43
  with
• 48:43
  me
• 48:43
  and
• 48:43
  with
• 48:43
  the
• 48:44
  audience
• 48:44
  today.
• 48:45
  It's
• 48:46
  been
• 48:46
  a
• 48:46
  fabulous
• 48:46
  conversation.
• 48:47
  I
• 48:47
  hope
• 48:47
  everyone
• 48:47
  enjoyed
• 48:48
  it
• 48:48
  as
• 48:48
  much
• 48:48
  as
• 48:48
  I
• 48:49
  did.
• 48:49
  It's
• 48:50
  been
• 48:50
  great
• 48:50
  to
• 48:50
  reconnect
• 48:51
  with
• 48:51
  you.
• 48:52
  I
• 48:52
  will
• 48:52
  book
• 48:52
  that
• 48:52
  appointment
• 48:53
  for
• 48:53
  five
• 48:53
  years
• 48:53
  time
• 48:53
  and
• 48:54
  we
• 48:54
  will
• 48:54
  have
• 48:54
  this
• 48:54
  conversation
• 48:55
  again.
• 48:55
  It
• 48:55
  might
• 48:55
  be
• 48:55
  five
• 48:56
  months.
• 48:56
  Who
• 48:56
  knows
• 48:57
  that?
• 48:57
  But
• 48:57
  thank
• 48:57
  you
• 48:57
  so
• 48:57
  much
• 48:57
  and
• 48:58
  this.
• 48:58
  Has
• 48:58
  been
• 48:59
  quickly
• 48:59
  and
• 49:00
  either
• 49:00
  way,
• 49:00
  I
• 49:01
  look
• 49:01
  forward
• 49:01
  to
• 49:01
  catching
• 49:01
  up
• 49:01
  with
• 49:01
  you
• 49:02
  real
• 49:02
  soon.
• 49:02
  Sounds
• 49:03
  great.
• 49:03
  All
• 49:03
  right,
• 49:04
  take
• 49:04
  care.
• 49:04
  Bye.
• 49:05
  Thanks
• 49:05
  for
• 49:05
  tuning
• 49:06
  in
• 49:06
  to
• 49:06
  scale
• 49:06
  your
• 49:06
  business
• 49:07
  with
• 49:07
  data.
• 49:08
  If
• 49:08
  today's
• 49:08
  conversation
• 49:09
  gave
• 49:09
  you
• 49:09
  even
• 49:09
  one
• 49:10
  insight,
• 49:10
  one
• 49:10
  aha
• 49:11
  moment,
• 49:11
  or
• 49:11
  one
• 49:12
  new
• 49:12
  idea
• 49:12
  to
• 49:12
  take
• 49:13
  action
• 49:13
  on,
• 49:13
  do
• 49:14
  me
• 49:14
  a
• 49:14
  favor.
• 49:15
  Subscribe,
• 49:16
  leave
• 49:16
  a
• 49:16
  review,
• 49:17
  and
• 49:17
  share
• 49:17
  this
• 49:17
  with
• 49:17
  someone
• 49:18
  who's
• 49:18
  ready
• 49:18
  to
• 49:18
  level
• 49:18
  up.
• 49:19
  Until
• 49:19
  next
• 49:20
  time,
• 49:20
  keep
• 49:20
  asking
• 49:21
  the
• 49:21
  right
• 49:21
  questions,
• 49:22
  keep
• 49:22
  challenging
• 49:23
  the
• 49:23
  status
• 49:23
  quo,
• 49:23
  and
• 49:24
  keep
• 49:24
  scaling
• 49:24
  with
• 49:25
  data.