Latest / AI DTC WTF / How Go Brewing Built Their Entire Business Operating System With Claude Code | Joe Chura | EP 14

Transcript

How Go Brewing Built Their Entire Business Operating System With Claude Code | Joe Chura | EP 14 · AI DTC WTF

• 0:03
  If you work in DDC and you use AI
• 0:05
  and you're wondering
• 0:06
  what the F is going on every week,
• 0:08
  this is your podcast.
• 0:09
  The AI to see
• 0:11
  F podcast
• 0:12
  your home for tactical
• 0:13
  tips, strategies, and ideas
• 0:15
  that you can implement right now in your
• 0:17
  AI workflows to make your brand or agency
• 0:19
  more money.
• 0:20
  Welcome to another episode of AI, DDC.
• 0:24
  Super stoked on this episode.
• 0:26
  Got to be honest with you.
• 0:27
  Have a real operator
• 0:28
  who will himself said makes him nervous.
• 0:32
  So you know how good that this guy is.
• 0:34
  Joe is an incredible operator
• 0:37
  and Will's
• 0:37
  going to go ahead and intro Joe,
• 0:38
  but glad you guys are all here.
• 0:40
  Yeah, if you sort of
• 0:41
  think about the guys
• 0:43
  that are in the big leagues
• 0:44
  that are sort of the 1% of the 1%,
• 0:46
  I think of two people.
• 0:47
  I think of Thomas,
• 0:48
  who is our third co-host,
• 0:49
  and I think of Joe.
• 0:50
  And generally I have a pretty big ego
• 0:52
  when it comes to Claude.
• 0:53
  But like,
• 0:53
  I always feel a little humbled
• 0:55
  when I talk to Joe about cloud Code.
• 0:57
  You know,
• 0:57
  Joe has built an agency
• 0:59
  very successfully in Soul Bat for,
• 1:01
  I think, 50 million.
• 1:02
  And now he runs a very successful
• 1:04
  nonalcoholic beer company.
• 1:06
  But, Joe,
• 1:06
  I don't want to sell your thunder.
• 1:07
  Maybe you can give
• 1:08
  a quick intro about yourself and, like,
• 1:10
  how did you even get interested
• 1:11
  in cloud code in the first place?
• 1:13
  Yeah, well,
• 1:13
  thanks for having me on, guys. It's.
• 1:15
  I feel like I want to say that
• 1:17
  I'm so lucky.
• 1:18
  And I think
• 1:19
  a lot of us are lucky
• 1:20
  to live in this time
• 1:21
  where you can have an idea
• 1:22
  and be able to create it.
• 1:24
  Often
• 1:25
  we're limited by everyone
• 1:27
  you meet as an idea for something, right?
• 1:28
  But now you can actually go
• 1:29
  create it without a lot of friction.
• 1:30
  We'll mention
• 1:31
  I built an agency in 2011
• 1:34
  focused on digital marketing.
• 1:35
  So I was literally at SM advanced.
• 1:39
  When Matt cuts,
• 1:40
  if anyone remembers him announced schema.
• 1:44
  And so he was the Google SEO guy.
• 1:46
  I know I'm dating myself.
• 1:47
  And then and then schema got announced.
• 1:49
  I was like a part of
• 1:50
  that whole thing
• 1:52
  when SEO started to become not black Hat,
• 1:54
  and you had to, like,
• 1:55
  put out meaningful content
• 1:56
  and just watch that grow.
• 1:57
  But that was what my agency did.
• 1:59
  And then we quickly went on to building
• 2:01
  websites and bunch of stuff,
• 2:02
  mainly in automotive industry,
• 2:04
  which gave me the idea
• 2:05
  to create a software company
• 2:06
  to for a few reasons.
• 2:08
  One is the designs out there.
• 2:09
  Kind of sucked.
• 2:10
  Secondly, there was no attribution.
• 2:11
  So I created a patent called Roxanne
• 2:13
  that tied in
• 2:14
  attribution to these
• 2:16
  that car dealers would get,
• 2:18
  which no one was doing the space.
• 2:19
  So think like triple wheel today
• 2:21
  for car dealers in 2013.
• 2:23
  So have a
• 2:24
  have a patent on that
• 2:25
  and then built a software company
• 2:28
  to create car dealer websites
• 2:29
  and then create a live chat
• 2:30
  and automation through AdWords.
• 2:33
  And, and when I say I
• 2:34
  my team did
• 2:35
  and we ended up being one of the fastest
• 2:37
  growing companies in America.
• 2:38
  Five years
• 2:39
  went from
• 2:39
  $0 to 40 million revenue
• 2:41
  and sold the businesses to Cars.com.
• 2:43
  And it was an amazing ride.
• 2:45
  I had at one point
• 2:47
  as I stayed on as the CEO
• 2:48
  after I sold the businesses,
• 2:49
  I had 1000 employees.
• 2:51
  I'm literally
• 2:52
  at 100 developers,
• 2:53
  and I could tell you definitively,
• 2:54
  and these were like
• 2:55
  really good developers.
• 2:56
  I would say
• 2:57
  most of them, that I could do
• 2:59
  much of what they're doing in a weekend
• 3:02
  that I couldn't get done
• 3:03
  successfully in six months
• 3:04
  or the way I wanted to.
• 3:05
  And it wasn't
• 3:05
  it wasn't because of their talent at all.
• 3:08
  It's just because when you start
• 3:09
  to understand
• 3:10
  how to leverage
• 3:11
  the tools in front of you
• 3:12
  and you know the goals
• 3:13
  that you want to accomplish,
• 3:14
  and when you can connect the dots
• 3:16
  in a way
• 3:17
  that can be meaningful,
• 3:18
  you just have such an advantage.
• 3:19
  And that was my limiting factor, is
• 3:21
  I was always
• 3:22
  the guy that had the innovation
• 3:23
  that can see,
• 3:24
  like how to put things together,
• 3:25
  but like couldn't
• 3:26
  really want to articulate
• 3:28
  the way I wanted to always.
• 3:29
  And secondly like
• 3:31
  get the outcome that I expected either.
• 3:34
  So then once once you do that
• 3:35
  and we've had scrum teams, we have
• 3:37
  we followed every best practice you can.
• 3:39
  I had all the things, you know,
• 3:41
  we were injury
• 3:42
  and we did everything by the book.
• 3:44
  But still it just took a long time.
• 3:46
  And the bigger
• 3:46
  your company gets the harder
• 3:48
  it harder it is.
• 3:49
  So now found myself
• 3:50
  like in my running and creating
• 3:54
  as of last,
• 3:55
  last year,
• 3:55
  the fastest
• 3:56
  growing brewery in the country.
• 3:58
  And I've done this with three salespeople
• 4:01
  because I've been leveraging
• 4:02
  tax and state one
• 4:04
  not nearly at the velocity
• 4:06
  that we are today,
• 4:07
  but by thinking differently
• 4:08
  about the space that we're in.
• 4:10
  And that's
• 4:10
  where I think
• 4:11
  people can really kind
• 4:12
  of take a step back and say, like,
• 4:14
  what do I want to accomplish?
• 4:16
  Like, what's the goal here?
• 4:17
  Like,
• 4:17
  how am I thinking differently
• 4:18
  about this industry
• 4:19
  and then develop a tool
• 4:20
  set to help you do that effectively?
• 4:22
  Yeah, that makes sense.
• 4:23
  So let's sort of
• 4:25
  go to the impetus of like Claude code,
• 4:29
  like what was sort of like the status quo
• 4:31
  of what your business was doing
• 4:33
  and like what
• 4:33
  were the bottlenecks and like,
• 4:34
  what were some of the initial things
• 4:36
  that, you know,
• 4:37
  Claude code
• 4:37
  or just like AI helped enable
• 4:39
  for you all?
• 4:40
  There's there's a few things
• 4:41
  I'll touch on I two tangible examples.
• 4:46
  One is
• 4:46
  we had this really basic
• 4:49
  sensory app
• 4:50
  that we would pay a nominal amount for.
• 4:52
  Wasn't anything
• 4:52
  that was like breaking our bank
• 4:54
  to have this app,
• 4:55
  but it was to me, on the surface,
• 4:57
  just a very easy to
• 4:59
  to replicate or rebuild
• 5:01
  and do it in a way
• 5:02
  where it ties to our systems.
• 5:03
  But I wasn't even thinking about the time
• 5:05
  tour systems until until I built it.
• 5:07
  And what this was is
• 5:08
  when you produce your product.
• 5:11
  So.
• 5:11
  So I want to say that
• 5:12
  especially for my business,
• 5:13
  because we do all our own manufacturing,
• 5:15
  there's a ton of data
• 5:17
  that comes in and out,
• 5:19
  goods that
• 5:20
  are material goods, raw supplies,
• 5:23
  and there's finished goods.
• 5:24
  And then there's complexities with like
• 5:27
  because we also want
• 5:28
  a contract manufacturer
• 5:29
  like who owns what.
• 5:30
  And it just gets crazy really quickly.
• 5:33
  But along the way,
• 5:33
  when you're making a product,
• 5:34
  you do what's called sensory testing.
• 5:36
  So you basically taste it.
• 5:38
  You make sure it is inspect,
• 5:40
  you do tests on it,
• 5:41
  you document those tests
• 5:42
  and you make sure
• 5:43
  that everything is looking good.
• 5:45
  So by the end of it,
• 5:46
  you don't get a surprise and you're like,
• 5:47
  oh, that's, you know, 1% alcohol.
• 5:50
  Because for us it can't go above 0.5%.
• 5:52
  So we have to strenuously test
• 5:53
  this stuff all the time.
• 5:54
  But then then after we make it,
• 5:56
  we do what's called a sensory panel.
• 5:57
  And we have our team come in
• 5:58
  and we taste the product.
• 6:00
  Everyone gives it a thumbs up.
• 6:01
  And that's what releases
• 6:02
  a batch of beer for us.
• 6:03
  So there's about ten different steps.
• 6:05
  So the end of it,
• 6:06
  there's this app that we use
• 6:08
  and the team would come in
• 6:09
  and they will log into this app.
• 6:10
  And they would basically put in
• 6:13
  there'd be various tests, but let's say
• 6:15
  one would be like,
• 6:16
  okay, does this taste like the beer
• 6:18
  that we've had before? Right.
• 6:19
  Where where
• 6:20
  it has to have all these notes,
• 6:21
  it has to look a certain way.
• 6:22
  And if and they could go in there
• 6:24
  and basically pass or fail
• 6:25
  a bunch of questions.
• 6:26
  So it's like we could totally like
• 6:28
  rebuild this thing.
• 6:28
  And that was my first time
• 6:30
  that I started
• 6:31
  to get more into the coding,
• 6:33
  like I was saving
• 6:34
  the backend side of things here
• 6:35
  versus just editing like Shopify
• 6:38
  and TML emails and things like that.
• 6:40
  So then I was like,
• 6:41
  okay, well, let me, let me test it out.
• 6:43
  So I went on lovable and I started to
• 6:47
  play around
• 6:47
  and I was like, wow,
• 6:48
  this is like super easy.
• 6:50
  So I built this whole
• 6:51
  experience unlovable.
• 6:52
  And then I realized, like,
• 6:53
  level was not really a at least for me,
• 6:55
  it didn't seem like
• 6:56
  a future scalable thing.
• 6:57
  So I was like, oh,
• 6:58
  I heard about cloud code.
• 6:59
  I'm a mess around with it.
• 7:01
  And that evening
• 7:02
  I was able to go in there.
• 7:04
  I installed terminal,
• 7:05
  so I use terminal for everything
• 7:07
  and just started to rebuild this app.
• 7:10
  And and I did it from basic,
• 7:13
  basic principles of
• 7:14
  what's the lowest common
• 7:16
  denominator of things
• 7:16
  that I needed in their first
• 7:17
  and then build up from there.
• 7:18
  And I could explain that later too.
• 7:20
  But that's that's kind of what started
• 7:22
  kind of the first thing.
• 7:23
  And then once I built it, I'm like, wait,
• 7:25
  we also get customer,
• 7:28
  I'm going to call them concerns,
• 7:29
  but let's say a customer hits us up
• 7:31
  three months from now
• 7:32
  and they're like, hey,
• 7:33
  I had this beer was on the shelf.
• 7:34
  It doesn't taste right.
• 7:36
  I was like, well,
• 7:36
  what if we could
• 7:37
  tie that back to that sensory test
• 7:40
  and make sure,
• 7:41
  tie those batches together and then make
• 7:42
  and then say,
• 7:43
  oh, you know,
• 7:44
  there was nothing different
• 7:45
  we did with this batch
• 7:46
  because once you have the batch number,
• 7:47
  you can look at historical like,
• 7:49
  hey, did we change ingredients of here
• 7:50
  or anything?
• 7:51
  Then all of a sudden
• 7:52
  things started to connect, like,
• 7:53
  how do you take these
• 7:54
  different experiences
• 7:56
  in your business and time together
• 7:58
  to even get good intelligent data?
• 8:00
  So, so that was like the basics of it.
• 8:02
  And the from there it was just like,
• 8:03
  oh, well,
• 8:04
  once we have that,
• 8:05
  then what if
• 8:06
  what if we can collect from the customer
• 8:08
  pictures of their can and then use OCR
• 8:11
  to read the batch codes
• 8:13
  so the team doesn't have to do it?
• 8:14
  So then we created
• 8:15
  a little experience for that.
• 8:16
  And then it's just like keep
• 8:17
  that building on
• 8:18
  to building on and building
• 8:19
  on to what we have today,
• 8:21
  just what I call brewery OS.
• 8:22
  So that's like one tangible example.
• 8:25
  The second one was I was actually,
• 8:28
  as I mentioned,
• 8:29
  like we started off
• 8:30
  really tech forward in this business,
• 8:32
  and I had this idea to disrupt the
• 8:34
  go to market strategy
• 8:36
  of what beverage brands typically do,
• 8:38
  especially beverage brands like,
• 8:39
  like ours.
• 8:40
  And the typical thing
• 8:42
  what companies do is
• 8:44
  they will hire
• 8:45
  feed on the street
• 8:46
  reps, which are really important to have.
• 8:48
  I'm not saying they're not to
• 8:50
  then going to bars
• 8:51
  and restaurants
• 8:51
  and, and solicit them to get the product
• 8:54
  to get your product in there.
• 8:55
  The problem is with Na, our rate of sale
• 8:58
  at a traditional account is fractional
• 9:01
  compared to an alcoholic beverage,
• 9:02
  meaning if will the store buy
• 9:04
  you selling?
• 9:06
  Let's say ten cases of set alcoholic beer
• 9:09
  a month or on draft
• 9:11
  we might sell a 2 to 3,
• 9:13
  so that doesn't mean
• 9:14
  the rep can handle more accounts
• 9:16
  that that just means that, like,
• 9:17
  we're not getting enough revenue
• 9:19
  from that account.
• 9:20
  And if you start adding up the economics
• 9:22
  like don't scale,
• 9:23
  but it's still hugely important.
• 9:24
  If you
• 9:24
  if I had billion dollars in funding,
• 9:26
  I would have reps all day long.
• 9:28
  But I thought about like what?
• 9:29
  What's different about our business
• 9:32
  that I can leverage
• 9:33
  compared to the competitors?
• 9:35
  And the difference with our business
• 9:36
  is day one.
• 9:38
  We had a Shopify store
• 9:39
  first times in history.
• 9:40
  There's brands
• 9:40
  now that are selling
• 9:41
  online beer online
• 9:42
  because you can't sell beer online,
• 9:44
  but you can sell any beer online.
• 9:45
  So we have a customer
• 9:46
  database of customers
• 9:47
  have purchased from us a number of times.
• 9:49
  So then I thought about what
• 9:50
  if we leverage our customers
• 9:52
  to be an extension of our sales force?
• 9:54
  Is are the best salespeople
• 9:55
  anyway, if you walk in
• 9:56
  as a customer to a restaurant
• 9:57
  and you're like,
• 9:58
  hey, do you carry go brewing?
• 9:59
  The probability for them to pay
• 10:01
  attention is a lot more than sales rep,
• 10:03
  and you'll see 50 of them in a week.
• 10:05
  So I was just like, what if we do that?
• 10:06
  So in order to do that,
• 10:07
  we needed to build an app
• 10:08
  to make it as frictionless
• 10:10
  as possible for the for the customer.
• 10:13
  And then we needed to build an interface
• 10:15
  like conduit
• 10:16
  to a system
• 10:17
  and into our distribution partners.
• 10:20
  So so the way it works
• 10:21
  is the apps there will
• 10:23
  and you guys have access to the app.
• 10:25
  You're out and about at dinner
• 10:26
  with your family.
• 10:26
  You notice like there's no
• 10:28
  nonalcoholic beer on the menu.
• 10:30
  You go to, you go to our app.
• 10:31
  You then can talk to a manager,
• 10:33
  be like, hey,
• 10:33
  would you be interested in casing
• 10:35
  go brewing? It's awesome.
• 10:36
  I come here all the time.
• 10:37
  I would love it.
• 10:38
  And they say,
• 10:39
  and if they said yes,
• 10:40
  then you would just literally
• 10:42
  like do a lookup in there.
• 10:43
  Finds their businesses information
• 10:45
  and you and you get the person's info.
• 10:47
  You hit submit lead,
• 10:48
  we validate it, you get paid
• 10:50
  and we send it
• 10:51
  to our distribution partner.
• 10:52
  Well, the back
• 10:53
  end of
• 10:53
  this whole experience
• 10:54
  was this constant
• 10:56
  iteration needed, right.
• 10:58
  But I was solely reliant on
• 11:00
  my former CTO,
• 11:02
  who came on as an advisor
• 11:04
  to this, who single
• 11:05
  handedly built the app.
• 11:06
  I'm mocked up to everything, built,
• 11:08
  built the app, launched the app,
• 11:09
  and then built this back end interface.
• 11:10
  And I was as I was like looking at it,
• 11:13
  I was like, man,
• 11:14
  I want to do these things,
• 11:15
  but there's no way that
• 11:16
  we're going to be able to iterate
• 11:17
  as fast as you want.
• 11:18
  So I rebuilt the whole backend
• 11:19
  engine of it,
• 11:20
  and now it's part of our like,
• 11:23
  holistic customer
• 11:23
  experience, ties to payouts
• 11:25
  and a ton of automation.
• 11:27
  And and not only do we have that,
• 11:29
  but then we have a separate system.
• 11:31
  I'm like
• 11:31
  going into that here
• 11:33
  that identify accounts
• 11:34
  that might be like
• 11:36
  let's call them dormant or their velocity
• 11:37
  in those accounts that are slowing down.
• 11:39
  And now we could also send
• 11:40
  what I call like
• 11:41
  missions or assists out
• 11:43
  to those same ambassadors and say, hey,
• 11:45
  can you go
• 11:46
  check on the shelf at Wegmans
• 11:48
  at this particular location
• 11:50
  to see if our products there?
• 11:51
  Because my data is telling me
• 11:52
  it might not be.
• 11:53
  And there's a bunch of variables
• 11:54
  that happen
• 11:55
  when you're in this space,
• 11:56
  because from a buyer's perspective,
• 11:58
  at a retailer,
• 11:59
  once you get in and they're like, yeah,
• 12:02
  we're going to stock
• 12:03
  your brands, it's
• 12:04
  up to you to get them in there.
• 12:05
  Well, you normally use distributors
• 12:07
  to make that happen.
• 12:08
  Well,
• 12:08
  if a distributor messes up or you mess up
• 12:12
  or or the store doesn't order
• 12:15
  and all these things happen,
• 12:16
  you might not be on the shelf.
• 12:17
  Well, guess what?
• 12:18
  At the end of the year,
• 12:19
  when the buyer
• 12:20
  goes to look at his numbers,
• 12:21
  none of that matters.
• 12:22
  What matters is like how much?
• 12:23
  I mean, units you sold.
• 12:24
  So your distributor might not have
• 12:26
  delivered there for six months.
• 12:27
  This would happen to like Loverboy
• 12:29
  and Kyle talks about this
• 12:31
  is that he had a problem
• 12:32
  with his distribution,
• 12:33
  that people weren't restocking it.
• 12:35
  So the distributors or the retailers,
• 12:37
  a lot of them dropped them
• 12:38
  and then the distribution dropped them,
• 12:39
  because if you can't stop shelves,
• 12:40
  you done.
• 12:41
  It's hard
• 12:41
  and it's hard enough in business.
• 12:42
  So anyway, we built this system
• 12:44
  that ties it all together.
• 12:45
  But then velocity it, which needed to
• 12:47
  iterate was such that I needed
• 12:48
  to kind of take it over
• 12:49
  because there's no one
• 12:51
  that could have built it faster
• 12:52
  and knew what
• 12:53
  we wanted to other than myself
• 12:54
  because of my vision. Right?
• 12:56
  So if you have a vision for something,
• 12:58
  you don't have to be relying on
• 12:59
  someone else.
• 13:00
  Yeah, that makes complete sense.
• 13:01
  I mean, the thing. Yeah.
• 13:03
  Go ahead. Well, no, go for it.
• 13:05
  I mean, the thing that's interesting,
• 13:07
  just hearing you talk about
• 13:08
  this is something I think so
• 13:09
  many business owners
• 13:09
  are in this place of right now,
• 13:11
  which is that I'm enabled with AI.
• 13:13
  I'm going through this.
• 13:14
  I'm thinking about it. Right?
• 13:16
  Or I feel like I'm enabled with the AI
• 13:18
  and it starts
• 13:19
  you start with one idea
• 13:20
  and then that idea,
• 13:21
  like blossoms into another idea,
• 13:23
  and then it kind of continues to expand.
• 13:24
  It's like, I wonder if I can x, y, z.
• 13:27
  How do you Joe?
• 13:28
  Because you have a bigger organization
• 13:30
  you are dealing with obviously production
• 13:32
  like you talked about.
• 13:33
  I mean, there's
• 13:34
  I do want to get back
• 13:35
  to talking about the OS, but
• 13:36
  how do you start to build
• 13:39
  an understanding of the systems
• 13:42
  of which you're switching over to eyes,
• 13:43
  like,
• 13:44
  is there somebody
• 13:45
  that's a project manager
• 13:46
  that's with you, or is this in your head,
• 13:48
  or do you have a way
• 13:48
  that you're tracking these,
• 13:49
  even with something you built with AI
• 13:51
  that's like, okay,
• 13:52
  look like these
• 13:53
  I know are inefficiencies
• 13:54
  or the customer could do this.
• 13:57
  What if we enabled this? Right.
• 13:59
  Because I like
• 14:01
  when what I've seen
• 14:02
  with a lot of organizations
• 14:03
  is they start with one thing
• 14:05
  and then it goes
• 14:06
  and then like a month later,
• 14:07
  they have like
• 14:07
  AI is doing like 12 things.
• 14:09
  And I'm always like,
• 14:10
  how are you keeping track of this?
• 14:12
  And there's certainly software
• 14:13
  that's out there
• 14:13
  that seems to be trying to solve
• 14:15
  the interconnectedness of staff,
• 14:17
  which is one problem,
• 14:18
  but another one is is like,
• 14:20
  how are you going to establish like,
• 14:22
  this is what we're doing, this is why.
• 14:25
  And this is what we believe
• 14:26
  will be the outcome.
• 14:26
  How are you establishing that
• 14:28
  and keeping that going?
• 14:29
  Because that's where I think
• 14:31
  a lot of people get caught up.
• 14:37
  This episode of Aid
• 14:38
  to See
• 14:39
  is brought to you by runneth from motion.
• 14:42
  And, you know, there's
• 14:43
  so many interesting things about runneth
• 14:45
  that I absolutely love.
• 14:46
  The best marketers
• 14:47
  I know right now
• 14:48
  are not sitting there going,
• 14:49
  how do I get an answer my questions?
• 14:51
  They're thinking in systems.
• 14:52
  It's I have taste, I have judgment,
• 14:55
  I know my customer better than anyone,
• 14:57
  and they're putting that into runoff
• 14:59
  and having it work on it
• 15:00
  in a really sophisticated way.
• 15:02
  It's putting it in there
• 15:03
  and runneth is amplifying
• 15:04
  what they can do
• 15:05
  with that particular data.
• 15:07
  It's not a chatbot, right?
• 15:08
  It's not just Claude,
• 15:09
  it's not just ChatGPT.
• 15:11
  That's the thing I love about runneth
• 15:13
  is that it pushes it further,
• 15:14
  and it has your ad data,
• 15:16
  your competitor data,
• 15:17
  your creative strategy,
• 15:19
  it has your product data,
• 15:20
  and it helps you understand
• 15:21
  all of these things together
• 15:23
  so that you can genuinely train it
• 15:24
  on how you think.
• 15:25
  And it becomes useful
• 15:27
  from an operational level,
• 15:29
  saving you time, giving you context,
• 15:31
  and giving you important information
• 15:33
  so that you can make the most absolute
• 15:36
  best decisions
• 15:37
  as a marketer today,
• 15:39
  to help make your business
• 15:40
  run more efficiently.
• 15:41
  Motion can do so much.
• 15:43
  Runneth can do so much on top of it,
• 15:45
  so I encourage you to give it a shot.
• 15:47
  If you haven't, run a calm and go
• 15:49
  and see what you can build.
• 15:50
  My answer
• 15:51
  might not be helpful to a lot of folks
• 15:53
  because it might be on Orthodox.
• 15:55
  I literally do it at all.
• 15:56
  Like,
• 15:57
  I know the business
• 15:58
  so well that I see the pain points
• 16:01
  because I'm with the team
• 16:03
  and I say
• 16:04
  with with a caveat, I do 98% of it.
• 16:06
  There's the amount of stuff
• 16:08
  that I built in 90 days.
• 16:10
  It would be embarrassing
• 16:11
  to even show you because it's so much.
• 16:14
  But I also one I, I find this
• 16:17
  like super fun.
• 16:18
  This is what I do for fun.
• 16:20
  So so I'm so it's hard not to do it.
• 16:23
  And I put a lens on of like,
• 16:24
  how is this
• 16:25
  actually going to drive business outcomes
• 16:27
  and not just create yet yet another tool.
• 16:29
  And I happen to be in a position
• 16:31
  where my background of knowing technology
• 16:34
  and how things connect.
• 16:35
  And now knowing this space
• 16:37
  and being a part of like our ERP from day
• 16:40
  one of like,
• 16:41
  how does NetSuite work
• 16:42
  and how can I connect to it?
• 16:44
  And how do I want to show
• 16:45
  what's meaningful
• 16:46
  to being a speaker at Google
• 16:49
  and, and meta like a decade ago?
• 16:52
  I mean, like, like,
• 16:53
  like evolving with that
• 16:54
  and being able to see the big picture
• 16:56
  to tie things together.
• 16:58
  So I tackle it by which
• 17:01
  now especially of like
• 17:02
  what's going to deliver
• 17:03
  the biggest outcomes.
• 17:04
  But as I alluded to earlier,
• 17:05
  I kind of tease this a little bit.
• 17:07
  You have to look
• 17:08
  at things
• 17:08
  like you're on an assembly line
• 17:10
  and I might want full automation, right?
• 17:14
  But until I built a creative studio,
• 17:18
  I'm an online studio,
• 17:20
  meaning like a thing.
• 17:21
  I could put a couple of prompts
• 17:22
  there, creates a ton of images
• 17:24
  and pictures and ads.
• 17:26
  And until I
• 17:27
  tied in tools to help me create those,
• 17:30
  like inspiration tools.
• 17:32
  Like, for example,
• 17:33
  I have an API through a tool
• 17:35
  that allows me to look at meta ads
• 17:37
  that are doing really well that
• 17:39
  that then I could look at it and say,
• 17:41
  okay, I want to create 20 eyes
• 17:42
  just like that.
• 17:43
  I want to create ten ads just like that.
• 17:45
  And that's all.
• 17:45
  Like, that's all built now. Right?
• 17:47
  Then I had to build a copywriter.
• 17:49
  Copywriters look at all
• 17:51
  my ingestion
• 17:52
  of all my reviews of of Reddit,
• 17:55
  of anything.
• 17:57
  Comments. Now Facebook comments.
• 17:58
  Because that's
• 17:58
  where a lot of stuff lives to.
• 17:59
  And then building objections
• 18:01
  to those for copy.
• 18:03
  So now I have the creative side
• 18:04
  of the copywriter, and now the rest of
• 18:08
  it becomes a little bit easier
• 18:09
  because now now you're building,
• 18:11
  you have these components
• 18:12
  that you build right now
• 18:13
  you can start to think about the size.
• 18:15
  So what I'm saying is,
• 18:17
  like I looked
• 18:17
  at every part of the business like that.
• 18:19
  I broke it down by the smallest parts
• 18:21
  and in building it up,
• 18:22
  and now it's coming to a place
• 18:23
  where this stuff
• 18:24
  is starting to talk to one another,
• 18:25
  and I can show you something that's like,
• 18:27
  pretty insane that that launching a still
• 18:30
  haven't fully tested yet
• 18:31
  that looks at like
• 18:33
  if I wanted to do a campaign
• 18:34
  at a certain retailer
• 18:35
  because this meta is like
• 18:37
  one use case that's not overly hard,
• 18:39
  that's not overly difficult.
• 18:41
  Meaning like what's difficult is retail.
• 18:43
  How are you going to move the needle
• 18:45
  in retail
• 18:46
  retailers where all these brands
• 18:48
  like their valuations come from?
• 18:49
  Most brands
• 18:50
  aren't getting valuations
• 18:51
  from their direct
• 18:52
  to consumer business alone.
• 18:55
  So you gotta have
• 18:55
  this initial experience.
• 18:56
  So that's what I'm really focused on
• 18:58
  because I've built all these parts.
• 19:00
  Now I'm building this
• 19:02
  experience that was amount of accounts
• 19:04
  we had. There's no way we could do this.
• 19:06
  And this is a long answer your question,
• 19:08
  but the team,
• 19:09
  the hardest part
• 19:10
  is having their mindset shift
• 19:12
  around this stuff
• 19:13
  because they're so used to doing
• 19:16
  reports or
• 19:17
  like, I want
• 19:18
  to click this and see this and, and
• 19:20
  and then the kind of that's it.
• 19:21
  Then they have the report,
• 19:22
  they're like, let's go do this thing.
• 19:23
  I'm like, no,
• 19:24
  let's there's no way we could keep up.
• 19:26
  There's no way
• 19:27
  that we would be faster than an agent
• 19:30
  that is doing it.
• 19:31
  Well. We sleep.
• 19:32
  So that's the
• 19:33
  that's the biggest challenge for me.
• 19:35
  But again,
• 19:35
  I don't know
• 19:36
  how full that is to other people
• 19:37
  because I'm like obsessed.
• 19:38
  And this is what I do for fun.
• 19:40
  Yeah, I don't know.
• 19:40
  I mean I think you to do it
• 19:42
  well, you have to be close to it,
• 19:44
  you know,
• 19:44
  and I think to your point, like,
• 19:45
  I think the founders that I know do.
• 19:46
  Well, I just,
• 19:47
  I think that maybe what you're doing
• 19:49
  and maybe
• 19:50
  what we're talking about here is, is the
• 19:51
  is the 2.0, right.
• 19:53
  Like and
• 19:54
  and what I really think is
• 19:56
  it started in like
• 19:58
  I don't know you
• 19:59
  will you feel about this
• 20:00
  and I'm sure you have another question
• 20:01
  but like it goes
• 20:02
  you know, V1 is like, all right,
• 20:03
  like an e-commerce business.
• 20:05
  Like I'm going to go
• 20:05
  and I'm going to update,
• 20:06
  you know, update my landing pages.
• 20:08
  It's like, see what I can do on that.
• 20:09
  And then it's like I'm going to do around
• 20:11
  with some of my creatives.
• 20:12
  Right.
• 20:12
  And like,
• 20:13
  you sort of start doing these v1,
• 20:16
  v2 type activities.
• 20:17
  And now what you're talking about
• 20:19
  is like you're talking
• 20:20
  about operating systems.
• 20:21
  And so now we're on to
• 20:22
  a whole different category.
• 20:23
  And I think now, you know,
• 20:25
  the V5 678 of this stuff
• 20:27
  is here's the team that's a building
• 20:31
  this and here's the hypothesis
• 20:33
  and here's the outcome
• 20:34
  we hope to get from it.
• 20:36
  Because I
• 20:37
  there's there's
• 20:38
  not many organizations
• 20:39
  that I know of at this moment
• 20:41
  that are doing that.
• 20:42
  I see a lot of things
• 20:43
  in terms of like,
• 20:44
  you know, you look at
• 20:45
  you look at other industries like,
• 20:47
  you know, suffer from injuries
• 20:48
  and Horowitz that they,
• 20:49
  you know,
• 20:49
  they're talking about
• 20:50
  how to make sure it's
• 20:51
  talking to you properly, your AI.
• 20:54
  But there's a lot of the only systems
• 20:57
  based stuff
• 20:57
  that I've seen have been from,
• 20:58
  like the large consulting groups
• 21:01
  that are going in
• 21:01
  and trying to do $100,000
• 21:03
  a month engagements
• 21:04
  with the fortune 100 companies.
• 21:05
  And, and that's, that's the framework
• 21:08
  they're trying to set up.
• 21:09
  Here's the test, here's the why.
• 21:10
  And it's just like, you know,
• 21:13
  it's it it can do almost anything.
• 21:16
  So but without a system
• 21:18
  it's not going to be there.
• 21:18
  So it's interesting
• 21:19
  to hear your take on it.
• 21:20
  And I think you have to be obsessed
• 21:22
  with as a founder.
• 21:22
  Otherwise it's not going to go anywhere.
• 21:24
  And you have to see the magic yourself.
• 21:26
  You know,
• 21:26
  I don't
• 21:27
  I don't think if I'm a CEO
• 21:28
  and I hire a consulting firm to come in
• 21:30
  to do all this
• 21:31
  AI work,
• 21:31
  I don't think I will ever get it
• 21:33
  the way that someone like you will.
• 21:35
  Right?
• 21:35
  That's that's like a moat
• 21:36
  that you're building for the business,
• 21:38
  which is crazy.
• 21:39
  It arguably
• 21:40
  it makes your business
• 21:41
  infinitely more attractive to,
• 21:43
  to like any buyer
• 21:44
  or whatever in the marketplace
• 21:45
  because nobody else has any idea
• 21:47
  what the fuck they're doing.
• 21:48
  Yeah, I think I think a large part of
• 21:50
  that is
• 21:50
  your point is like going to be going
• 21:53
  to be shown in the outcome of it, right?
• 21:54
  I could do all this stuff,
• 21:55
  but if I'm not selling more,
• 21:56
  it doesn't matter.
• 21:57
  Now if you start to see the velocity
• 21:59
  go out of what we're doing,
• 22:01
  and being the number one fastest
• 22:02
  growing was definitely a cool thing
• 22:04
  to to talk about.
• 22:06
  And we will be the fastest on Amazon.
• 22:08
  I mean,
• 22:08
  we will be number one
• 22:10
  in our category in Amazon in 60 days.
• 22:12
  So like
• 22:13
  those things aren't by accident there
• 22:15
  because we've been building the
• 22:17
  some of these things.
• 22:18
  And the thing that I can't wait for
• 22:20
  is to where it is truly a genetic,
• 22:22
  and no one is going to be able
• 22:23
  to catch up to it.
• 22:24
  It'll be impossible
• 22:26
  to catch up to it like,
• 22:27
  because now,
• 22:28
  now you've built it in a way
• 22:29
  where these systems
• 22:29
  are talking to one another
• 22:30
  and getting better and smarter, and
• 22:32
  and that is where
• 22:34
  what I'm trying to get to
• 22:34
  is like, as possible,
• 22:36
  but in a way where it's scalable.
• 22:37
  So it's not just a bunch of shit too,
• 22:39
  because it could go it could go south.
• 22:41
  You have to think about
• 22:42
  all those guardrails in place.
• 22:43
  But but to your point, Andrew,
• 22:45
  like all of this starts in V1, right?
• 22:48
  So you have like
• 22:49
  you have that sensory thing
• 22:50
  like that's very basic V1
• 22:52
  and then you're like, okay,
• 22:53
  well what's the other thing
• 22:54
  on this side of the business.
• 22:55
  What customers send emails to us. Right.
• 22:58
  So that led me to then rebuild. Gorgeous.
• 23:01
  Like I rebuilt my own support
• 23:02
  ticketing system now because I'm like,
• 23:04
  why wouldn't I do that?
• 23:05
  Because I have all the information
• 23:07
  I'm going to feed
• 23:07
  gorgeous my information to for the
• 23:09
  AI to like make any sense.
• 23:11
  So like so
• 23:13
  so now I have three things right
• 23:14
  and now and
• 23:15
  and you can see where it goes from there.
• 23:17
  So that's the thinking
• 23:18
  that I think people can can it
• 23:20
  I find it hard for people to
• 23:22
  think like that.
• 23:23
  But like once they do then you're like,
• 23:24
  oh shit. Like this is crazy.
• 23:27
  Like I didn't know I could do this stuff.
• 23:29
  So that's that's what I would say.
• 23:30
  Yeah,
• 23:30
  I definitely tend to agree in the sense
• 23:32
  that, like so many folks I talked to,
• 23:34
  it feels like everyone in their companies
• 23:36
  almost that's using Claude
• 23:38
  code is like building independently.
• 23:39
  Right?
• 23:39
  They're building
• 23:40
  like these dashboards or,
• 23:42
  you know, these tools that, like,
• 23:43
  aren't speaking to one another.
• 23:44
  And like that,
• 23:45
  I think is a massive mistake.
• 23:47
  And like, to your point,
• 23:49
  like creating an operational system
• 23:50
  that it can be fully
• 23:52
  everything needs to
• 23:53
  be in full communication
• 23:55
  with one another.
• 23:55
  And obviously,
• 23:56
  like with the conveyor belt,
• 23:57
  I think it's a great analogy.
• 23:58
  It's like you have a conveyor belt
• 23:59
  that is still like
• 24:01
  pushing everything forward,
• 24:02
  but ultimately it's all moving
• 24:04
  towards the same end goal.
• 24:05
  So I would love
• 24:07
  if you're if you're open to it, you know,
• 24:08
  maybe you can sort of like walk through,
• 24:10
  you know, Berrios that you've built
• 24:12
  and like
• 24:13
  how everything speaks to each other
• 24:14
  and like what this sort of looks like,
• 24:17
  you know, on a day to day basis.
• 24:19
  Yeah, sure.
• 24:20
  Let me
• 24:21
  I'll just share my screen on a time here.
• 24:25
  Right here.
• 24:26
  This will take me back to this pulse.
• 24:27
  This right here
• 24:28
  gives me an AI system on any page.
• 24:30
  This is the other thing
• 24:31
  that's pretty cool.
• 24:32
  Like, people are like,
• 24:33
  well, how do you keep up with this
• 24:34
  now that your whole team is in there?
• 24:35
  And basically you
• 24:38
  the team has the ability
• 24:39
  to send a bug report enhancement,
• 24:41
  a feature request.
• 24:42
  And then in the back end,
• 24:43
  any bugs that come in.
• 24:44
  I have something
• 24:45
  called sentry
• 24:46
  plugged in there, identifies
• 24:47
  the bugs, and does
• 24:48
  a bug sweep every night.
• 24:49
  So if it's something that I don't need
• 24:50
  to manually look at,
• 24:51
  like a feature request,
• 24:52
  it'll go manually clean that up
• 24:54
  for me automatically.
• 24:57
  If there's something urgent
• 24:58
  like they usually like, we'll do that.
• 25:00
  But then triage via slack to
• 25:01
  and then feature
• 25:02
  requests on the back end.
• 25:04
  I basically have the ability
• 25:06
  to look at any of this information here,
• 25:09
  and I could say like,
• 25:11
  okay, yeah, these are good ideas.
• 25:13
  I look at them
• 25:14
  and I could click combine and preview
• 25:16
  and it basically combine
• 25:17
  a prompt to do all these things.
• 25:20
  But in each one of these things,
• 25:22
  there's a lot more detail.
• 25:23
  So I can look at the detail of this
• 25:25
  coming in screenshots.
• 25:27
  I could copy
• 25:28
  this one and I could get working on it.
• 25:31
  And then when it's done, it
• 25:32
  automatically closes it out
• 25:33
  and it slacks the person
• 25:34
  and lets them know.
• 25:35
  So that's just one example
• 25:36
  of like scaling this.
• 25:38
  And then here's the back end
• 25:40
  where I put like all the APIs
• 25:41
  in all that stuff.
• 25:43
  So and then given user access to modules
• 25:46
  and that's just kind of
• 25:47
  like building things
• 25:48
  with the right architecture,
• 25:50
  having built systems before and websites
• 25:53
  like I just had that
• 25:55
  and then we'll get
• 25:56
  into everything in here
• 25:57
  because you can see there's
• 25:58
  there's a lot,
• 25:59
  but everything
• 25:59
  from production to what I was saying,
• 26:01
  the sensory tests to logs to results.
• 26:04
  If we do trials,
• 26:05
  let's say that we want
• 26:06
  to reduce costs on a year.
• 26:09
  We can do that here
• 26:09
  and we could do a trial on it.
• 26:11
  We can look at the results.
• 26:12
  And this is why, like
• 26:13
  if we get a complaint later,
• 26:14
  we could tie it back to all of that.
• 26:15
  And then as far as like
• 26:17
  costs here, I can go back and say,
• 26:19
  okay, here's
• 26:20
  my liquid costs
• 26:22
  that pull in from NetSuite.
• 26:23
  I could look at anomalies.
• 26:24
  So this beer here's
• 26:25
  the average barrel cost of this beer.
• 26:28
  I could look at all batches by beer
• 26:30
  trying to analysis.
• 26:31
  And you can see here that it's it's
• 26:34
  going down.
• 26:35
  So then because I want to
• 26:38
  manage what I measure
• 26:40
  and measure what I manage. Right.
• 26:41
  So it's like really important.
• 26:43
  If I want my product clogs to go down
• 26:45
  I'm going to start to track them.
• 26:47
  And I have a CEO, son of great job at CEO
• 26:50
  at our contract manufacturing facility.
• 26:52
  And that's his focus.
• 26:53
  So that's just an example.
• 26:55
  And then I could click through here
• 26:56
  and see things over time and so forth.
• 26:59
  So just imagine like I have that for
• 27:01
  like every part of our business,
• 27:03
  our daily planner,
• 27:04
  this was like
• 27:04
  the 2% thing that I would say
• 27:06
  I'm not doing.
• 27:07
  So my this is like our tank planner
• 27:11
  and my head of operations
• 27:15
  taught him a little bit
• 27:16
  how to do this,
• 27:17
  and he's really kind of
• 27:19
  just owning this part.
• 27:20
  So this basically saves him
• 27:21
  a week of planning at a time.
• 27:24
  So these are all the tanks we have.
• 27:25
  This is everything
• 27:26
  we have planned for one facility.
• 27:27
  And and we're able to
• 27:29
  then forecast that out
• 27:30
  and can imagine from there
• 27:31
  it does a lot of cool things.
• 27:33
  Our online wholesale key context.
• 27:35
  So our online wholesale
• 27:36
  when someone buys for an online
• 27:38
  wholesale account we built a version.
• 27:40
  We just basically
• 27:41
  did a headless Shopify store.
• 27:43
  They log in there
• 27:44
  when they submit an application.
• 27:45
  It scores their application to see like
• 27:48
  is this person legit?
• 27:49
  For example, if they're like
• 27:50
  if they're buying our
• 27:51
  assembly electrolyte water, it'll look
• 27:53
  and do a lookup and lookup.
• 27:55
  So I basically looks
• 27:56
  at their email history
• 27:57
  and we'll then grade them.
• 27:58
  And if it's above
• 27:59
  eight or above it automatically approved.
• 28:01
  And get a wholesale account
• 28:02
  team doesn't have to talk to them at all.
• 28:04
  If they're lower than that
• 28:05
  then we manually look at it.
• 28:06
  Social media from anything from organic
• 28:09
  that we have going on some mentions.
• 28:12
  And so these are things where people
• 28:15
  tag us.
• 28:16
  I pull in something
• 28:17
  called mentioned Litex,
• 28:19
  which is basically like
• 28:20
  advanced school news.
• 28:22
  If if I see something here,
• 28:24
  I could see push to press
• 28:25
  and then I see it here,
• 28:27
  and then I basically can add it to
• 28:28
  my website
• 28:29
  by clicking the button here
• 28:30
  says anybody with Shopify.
• 28:31
  So if you go to our website
• 28:32
  and you go to the bottom
• 28:33
  page and says press,
• 28:34
  it can show
• 28:35
  like here's the latest articles
• 28:36
  so I can create those
• 28:37
  that come over from here.
• 28:39
  So this is the not that other stuff
• 28:41
  wasn't fun,
• 28:42
  but this is like the creative studio.
• 28:43
  So I could go to quick create
• 28:45
  and basically create a photo video.
• 28:47
  And these would be like example of
• 28:52
  of shots that we would do.
• 28:54
  Or
• 28:56
  let me do this one on products here.
• 28:59
  So this would be like
• 29:00
  images we'd use on like
• 29:02
  emails and things like that.
• 29:04
  So our products
• 29:05
  swapped with models with problems
• 29:06
  that are just built in.
• 29:07
  You don't have to
• 29:08
  really do anything with them.
• 29:11
  And then we have very different
• 29:12
  brands here
• 29:12
  with different brand guidelines.
• 29:14
  So I'd be able to
• 29:15
  to manage it, manage it that way.
• 29:19
  And then.
• 29:23
  And then well if you, if you guys want to
• 29:24
  I'm just I'm just going to keep going.
• 29:26
  I don't know how exciting this is.
• 29:28
  If you want me to keep going here
• 29:29
  or what, but like I have
• 29:31
  I built a form generator
• 29:32
  so got rid of type, form, email and SMS.
• 29:36
  So this will
• 29:37
  this is actually pretty cool.
• 29:38
  So it integrates with Clio and
• 29:41
  and I can build an email campaign here
• 29:43
  build a segment within here.
• 29:45
  So we're
• 29:46
  we're going to like the Diplo Run
• 29:47
  Club or a new sponsor of it for example.
• 29:49
  So within
• 29:51
  I don't know maybe like two minutes
• 29:54
  I was able to create this email.
• 29:56
  And because
• 29:57
  there's a form here, I have the form.
• 29:59
  But not only that,
• 30:01
  I when I go to create the email,
• 30:03
  I can build a segment.
• 30:04
  So I could build a Denver segment
• 30:06
  right here that's integrated.
• 30:07
  You click one button,
• 30:08
  email goes out to the Denver segment.
• 30:10
  That's it.
• 30:11
  So
• 30:12
  so effectively
• 30:13
  you're never really leaving this.
• 30:15
  Like you can run the entire business
• 30:17
  through this tool.
• 30:18
  Yeah. Yeah.
• 30:20
  So then so then once I built
• 30:21
  like all these things out
• 30:22
  and I could even investors for my,
• 30:25
  my data room that I'm creating
• 30:26
  to deck some presentations to reports
• 30:30
  and products.
• 30:32
  You built this all on.
• 30:34
  This is all built on cloud code.
• 30:37
  Yeah, yeah.
• 30:38
  Pretty much
• 30:39
  I mean, few other things here
• 30:40
  and there, but. Yeah.
• 30:41
  And have you
• 30:41
  thought about
• 30:42
  independently selling this tool
• 30:43
  to other breweries eventually?
• 30:45
  You know, I do that every time I.
• 30:47
  Yeah.
• 30:50
  You know, I mean
• 30:52
  it's this is,
• 30:53
  this is like can work for any,
• 30:55
  any CPG company really
• 30:56
  I think that
• 30:57
  because you're kind of
• 30:58
  everything together. Right.
• 31:00
  But I mean, it's it's possible.
• 31:03
  So like here's the
• 31:05
  hero image generator, like I was saying.
• 31:07
  So like I could go in here and then
• 31:10
  create like a schedule of like,
• 31:11
  okay, I want the website to change here.
• 31:13
  And I wanted to do X, Y and Z
• 31:17
  or Beer Club.
• 31:18
  So right now
• 31:18
  I could change inventory to say like,
• 31:20
  okay, here's how many we have
• 31:22
  or how many pending subscriptions
• 31:24
  we have.
• 31:25
  If this when this goes below a 100,
• 31:29
  I'm sorry.
• 31:29
  This this is not not a good example here.
• 31:31
  When this
• 31:32
  when something like this gets below
• 31:33
  100 like it
• 31:34
  automatically creates a lockout.
• 31:36
  So basically will make them
• 31:37
  not available on the store front
• 31:39
  and then say, okay, you only can get this
• 31:40
  if you're in the beer club.
• 31:42
  So that's the kind of logic you could do.
• 31:47
  I mean, to me.
• 31:48
  So there's a couple of things that are
• 31:49
  I mean interesting about this.
• 31:51
  Like one is obviously for it's
• 31:54
  crazy to see this.
• 31:55
  And if you're listening
• 31:55
  to the audio version of this,
• 31:56
  I think it's worth going
• 31:57
  check out the YouTube
• 31:58
  version to see this.
• 32:00
  I mean,
• 32:02
  one is, is that
• 32:03
  I think this is definitely where
• 32:05
  so many more brands can go in
• 32:07
  terms of building
• 32:08
  a full dashboard of the business,
• 32:10
  which is is something that I think
• 32:13
  you start to see,
• 32:14
  and I'm starting to see
• 32:15
  and hear more people
• 32:17
  doing where it's
• 32:18
  bringing all of the disparate things
• 32:20
  that you're doing
• 32:20
  in the business in one place.
• 32:21
  And I think this is a great usage
• 32:23
  for AI generally.
• 32:25
  The second thing that makes me
• 32:26
  think of is, you know,
• 32:27
  I have maintained
• 32:28
  that outside of a few other industries
• 32:31
  in, in direct to consumer e-commerce
• 32:33
  like we are,
• 32:36
  I think, on the
• 32:37
  leading edge of trying
• 32:38
  to figure these things out.
• 32:40
  And in terms of of testing
• 32:43
  and stress testing and trying
• 32:45
  and I think a lot of other
• 32:46
  industries are too.
• 32:46
  Don't get me wrong.
• 32:47
  But it seems to me that
• 32:49
  from what I've seen, like
• 32:50
  we're really pushing limits on, hey,
• 32:51
  have you seen this?
• 32:52
  Do you know this, etc.
• 32:53
  and there's so many.
• 32:55
  You talked about car
• 32:56
  dealerships before, Joe.
• 32:57
  You're talking about breweries
• 32:58
  like I used to work
• 32:59
  with multiple breweries as well.
• 33:01
  And, you know,
• 33:02
  just such an old school of business like.
• 33:05
  And so,
• 33:06
  I mean,
• 33:07
  in, in the distributor partnership,
• 33:09
  you know,
• 33:09
  I mean, just what you talked about,
• 33:11
  like, it's so common,
• 33:12
  you know, getting it and like,
• 33:13
  what is it like on the shelves
• 33:14
  and to some degree CPG
• 33:16
  generally is still behind in that way.
• 33:18
  And there are a few firms that I know of
• 33:21
  that are pushing limits on that.
• 33:22
  So I think it's really interesting
• 33:24
  to say, like if you're listening to this.
• 33:25
  You're listening to this.
• 33:26
  One of the absolute green pastures
• 33:29
  is trying to find a niche that doesn't
• 33:32
  have this kind of thing,
• 33:33
  and this can be something
• 33:34
  that you're creating with it
• 33:35
  or for them
• 33:37
  that you can create dashboards
• 33:38
  that are going to bring
• 33:39
  the whole business together.
• 33:40
  And like
• 33:40
  you will change
• 33:41
  the business fundamentally
• 33:43
  as long as you keep, as you said, Joe,
• 33:45
  like have the North star of like,
• 33:47
  is this banking us more money? Right.
• 33:49
  And is this making,
• 33:50
  is this cutting costs
• 33:51
  or is this
• 33:53
  bringing us more revenue
• 33:54
  or more customers or all of those things?
• 33:57
  Hopefully it's doing all those things.
• 33:58
  And if it is, then absolutely.
• 34:00
  Let's go.
• 34:01
  So it's just an exciting time
• 34:03
  to think about because it's
• 34:05
  it opens up just infinite possibilities.
• 34:08
  Yeah, that was it.
• 34:11
  You're right.
• 34:12
  In that lens I think is so important
• 34:14
  because all of this
• 34:15
  feeds into the greater good of like,
• 34:17
  is this helping your business?
• 34:19
  Am I going to reducing my
• 34:21
  labor costs over time?
• 34:22
  Or I might not have to hire some people.
• 34:24
  And and it's not like
• 34:27
  I don't want to, but we're, you know,
• 34:29
  when you're
• 34:29
  especially when you're in CPG,
• 34:31
  chances are you're like me
• 34:32
  and you're not profitable.
• 34:33
  So every dollar
• 34:34
  that I could put into building
• 34:35
  the brand is going to give us
• 34:37
  a better fighting chance at competing
• 34:38
  with the biggest companies out there.
• 34:40
  So our right to win is is this,
• 34:43
  you know, like
• 34:44
  that's what you have to think about
• 34:45
  as a business.
• 34:45
  Like how do you
• 34:46
  how do I compete as Bud and Miller Lite?
• 34:50
  You know
• 34:50
  like like it's really challenging.
• 34:53
  Like they're huge right?
• 34:54
  They've been around forever.
• 34:55
  They're great companies like.
• 34:56
  But I got to figure it out.
• 34:57
  So this is the hour right here is me.
• 35:00
  And like
• 35:01
  what's some unique things
• 35:02
  that we know how to do that others don't.
• 35:04
  At least it this moment in time.
• 35:06
  So it's it's it's hugely important.
• 35:10
  And then
• 35:11
  be able to do things like this which
• 35:13
  this is like
• 35:15
  I built this
• 35:18
  office yesterday or the last two days.
• 35:20
  But the ability now to create
• 35:23
  because I have all these building blocks
• 35:25
  is, is ridiculously
• 35:28
  easier now.
• 35:29
  Meaning
• 35:29
  like I could keep layering on
• 35:32
  because I've already made the cake,
• 35:34
  you know,
• 35:35
  I don't know if that's a great analogy,
• 35:36
  but like,
• 35:36
  I just keep layering on it
• 35:38
  because I really have the base down.
• 35:39
  I have all the connections,
• 35:40
  I have all the things.
• 35:41
  So like
• 35:41
  when I want to do something
• 35:43
  like this, I can do it.
• 35:45
  So I can, I can do something like,
• 35:48
  and this is like
• 35:51
  what will be will be automated.
• 35:53
  But let's just say
• 35:53
  I want to do like sprouts Bogo.
• 35:57
  And so sprouts is a is a chain.
• 35:59
  I'm just using them as example.
• 36:01
  So sprouts are here this this isn't
• 36:05
  I think.
• 36:05
  So then it'll pull up
• 36:06
  all the sprouts that we have.
• 36:08
  We don't have all of them.
• 36:09
  I'll pull up
• 36:09
  some other chains that we have
• 36:11
  and they just build build a strategy.
• 36:13
  So it's basically
• 36:14
  looking at all
• 36:15
  the things that it could do
• 36:17
  to help move the needle.
• 36:18
  And what I was talking about is once
• 36:21
  we start to do this more and more,
• 36:24
  not only is it doing this,
• 36:25
  but is creating a program
• 36:27
  that I can measure and I can
• 36:28
  then go look at.
• 36:30
  So it's basically
• 36:31
  creating this, this annotation
• 36:35
  to then say, what?
• 36:37
  What did you do to move the needle
• 36:39
  and then do more of that
• 36:40
  and less of the stuff that doesn't.
• 36:42
  So what I just did here is it
• 36:45
  basically is like,
• 36:47
  okay, you want to do this by one,
• 36:48
  get one free offer at sprouts, get it.
• 36:51
  But be careful because your distributors,
• 36:55
  you have eight of them that need to.
• 36:57
  You have eight locations within here
• 36:59
  that haven't had stock in a while.
• 37:01
  So you don't want to send people
• 37:02
  to a store that doesn't.
• 37:04
  So I could literally
• 37:06
  this happened yesterday on accident
• 37:09
  is sent to email to the distributors
• 37:11
  like it was.
• 37:12
  I was testing it
• 37:13
  and I got an email back and it's like,
• 37:14
  just check
• 37:15
  they're all stocked up, you know,
• 37:17
  because they could be stocked up.
• 37:18
  There could be other variables there.
• 37:20
  You know what the reality is like?
• 37:21
  That's the reality, right?
• 37:23
  So then this other idea I had is this,
• 37:27
  there's there's an ability to like,
• 37:29
  do a rebate so I can generate that.
• 37:32
  So basically generates in my programs
• 37:34
  I build place rebate generator
• 37:37
  that someone could go in there
• 37:39
  by the buy a product, upload the receipt.
• 37:41
  I use OCR to make sure that it's legit.
• 37:45
  Team does another once over
• 37:46
  check on it and then we
• 37:47
  we do a payout
• 37:48
  right there for for the rebate.
• 37:49
  So instead of you
• 37:51
  sending something in
• 37:51
  and it takes 30 days to
• 37:52
  get its immediate. And then
• 37:57
  this is this is kind of cool.
• 37:58
  So again
• 38:00
  this is tying things in together.
• 38:02
  So I'll
• 38:04
  I'll jump to this tab here.
• 38:05
  So so if you go to our website now
• 38:10
  this is the dynamic heroes
• 38:11
  that I was talking about.
• 38:12
  And if you go to where to find us,
• 38:16
  if I put in
• 38:19
  my zip code here,
• 38:21
  you'll see what happens.
• 38:23
  This sponsored like listing
• 38:24
  so to speak pops up.
• 38:26
  So then get the offer to
• 38:28
  then get the rebate.
• 38:29
  And the reason why it pops up is because
• 38:32
  we we wanted to target this store
• 38:35
  with an offer
• 38:37
  for a very similar reasons.
• 38:42
  So,
• 38:44
  so so then then it goes into okay, great.
• 38:47
  You have that.
• 38:47
  But that's only the targeting
• 38:49
  the people
• 38:49
  that are actively looking on your website
• 38:53
  to buy your product. Right.
• 38:55
  Okay, cool.
• 38:56
  Well I'm going to build a clever email
• 38:58
  to target the people near the sprouts
• 38:59
  and do a five mile
• 39:00
  radius around them
• 39:01
  to send a postcard out to them.
• 39:03
  This I'm still working on.
• 39:05
  I'm going to create meta
• 39:06
  ads based on the products
• 39:08
  that I automatically know that these
• 39:10
  they sell.
• 39:11
  And then we create a Google Ads
• 39:13
  campaign with very specific search.
• 39:15
  And then I'm going to hit launch.
• 39:17
  And then when I launch, you know
• 39:18
  happens it all launches.
• 39:22
  It's yeah, it's
• 39:23
  truly crazy what you've built here.
• 39:26
  And I guess I guess just like to
• 39:29
  sort of tie
• 39:29
  this all up,
• 39:30
  you know, maybe for the folks
• 39:31
  that are watching this and just like,
• 39:33
  you know,
• 39:33
  sort of awestruck or just like,
• 39:35
  you know,
• 39:36
  I could never fucking do this, like,
• 39:38
  what would you say
• 39:38
  maybe are like
• 39:39
  sort of
• 39:40
  the three most like accretive or like ROI
• 39:43
  positive things that like a business
• 39:45
  could do
• 39:45
  with cloud code
• 39:46
  that were just like
• 39:47
  massive unlocks for you.
• 39:49
  So I'll say the one that I kick myself
• 39:52
  on that
• 39:52
  I did not learn earlier,
• 39:53
  and I'm going to create a YouTube video
• 39:54
  on this to really describe it.
• 39:57
  This website here I,
• 40:00
  we had a website for since we opened
• 40:02
  and it looked pretty similar.
• 40:03
  And there's things I wanted to change
• 40:05
  on, and I was dependent on
• 40:08
  a developer to change
• 40:09
  those that I trusted and had a good look,
• 40:11
  look and feel.
• 40:11
  And I could change
• 40:12
  certain things for sure.
• 40:13
  But there's there's
• 40:14
  so many things connected.
• 40:15
  Even before with the website, I
• 40:20
  figured out that you could install GitHub
• 40:23
  to Shopify and natively,
• 40:28
  and you basically can download
• 40:30
  a theme file,
• 40:32
  upload your theme file to GitHub.
• 40:35
  You have to I would upload it c
• 40:39
  create a GitHub project,
• 40:40
  upload it to GitHub,
• 40:42
  connected to a theme,
• 40:44
  and then literally cloud code
• 40:46
  to that repo.
• 40:47
  And I'm telling you
• 40:50
  like my conversion rate.
• 40:53
  No joke.
• 40:55
  Will can attest this because he looks at
• 40:56
  it went from less than 5% to 10%.
• 41:01
  I'm getting a 10% conversion
• 41:03
  rate and I did it in a weekend.
• 41:06
  The the other thing that I would do
• 41:08
  that was on lock is I went to.
• 41:15
  This podcast
• 41:16
  was a ton of value for people.
• 41:19
  I went to Quad Design
• 41:23
  and this is like unbelievable.
• 41:27
  But you basically go
• 41:28
  create a design system
• 41:30
  and then you just tell Claude Design
• 41:33
  that you want to create a website.
• 41:34
  So I have like a giant system here
• 41:37
  and this design system,
• 41:38
  it basically you just
• 41:40
  just follow the prompts
• 41:41
  like there's nothing crazy about it.
• 41:42
  Like and then it will
• 41:44
  not only did it take
• 41:45
  like our current colors,
• 41:47
  but it added like cool stuff.
• 41:49
  And we never had
• 41:49
  like we never had green in our brains.
• 41:51
  But it works.
• 41:53
  And we never had this like these,
• 41:55
  like some of these fonts, but they work.
• 41:57
  And then from here
• 41:59
  I designed the entire website
• 42:01
  first, the look of it,
• 42:02
  and then I literally went to share
• 42:05
  and it creates a clock quote prompt.
• 42:08
  I pasted that in the
• 42:11
  internal to hit the repo.
• 42:14
  It took our current theme.
• 42:17
  I didn't have to.
• 42:18
  Do you want anything with the theme
• 42:19
  and basically
• 42:21
  recreated the entire website
• 42:24
  of what you see today? Ish.
• 42:26
  I mean,
• 42:27
  obviously there's
• 42:28
  there's there's tweaking
• 42:29
  and then what I did is okay,
• 42:32
  so that's hopefully
• 42:33
  very actionable for people.
• 42:35
  Then on top of that, I installed clarity,
• 42:38
  which you and I talked about this.
• 42:39
  Well then every day clarity will tell me
• 42:42
  how many people
• 42:43
  have dropped off the website.
• 42:45
  There's a dead click if there's an error.
• 42:47
  And then I'm going into like change
• 42:49
  those elements.
• 42:50
  I didn't automate that part,
• 42:51
  but but I go to change those elements.
• 42:53
  And I looked at it very like
• 42:56
  very methodically to say like,
• 42:58
  how do I just make it really simple?
• 43:00
  I also looked at best practices of like,
• 43:05
  like Ridge Wallet.
• 43:07
  You'll see similarities here.
• 43:08
  I looked at like
• 43:09
  I was overcomplicating
• 43:11
  the whole Shopify experience
• 43:12
  and I just simplified it.
• 43:14
  So then did that been made in a way where
• 43:17
  it really feels like our brand and, and
• 43:20
  focus on the things that I know
• 43:22
  matters to the business.
• 43:23
  And, and I did that all.
• 43:25
  And now every day
• 43:27
  I'll make a little tweak here
• 43:28
  and there to it.
• 43:28
  But that's, that's a really actually
• 43:30
  I mean, it's, it's I think it's.
• 43:32
  Have you always been a
• 43:33
  curious person, Joe?
• 43:34
  Like,
• 43:35
  have you always been
• 43:36
  like like a person that.
• 43:38
  Well, somebody will say something
• 43:39
  and you're like,
• 43:39
  I'm going to learn about that.
• 43:40
  Has that always been part of your DNA?
• 43:43
  If if it's something that
• 43:44
  like this, that I truly like, love.
• 43:46
  Absolutely. Like,
• 43:49
  yeah, I'm extremely curious.
• 43:51
  Like, I like I mean everything.
• 43:53
  Yeah. Yeah.
• 43:53
  Because I think,
• 43:54
  I think
• 43:54
  what's interesting about it to me,
• 43:56
  in going through this
• 43:57
  and hearing
• 43:58
  you talk about it
• 43:59
  and seeing you
• 44:00
  describe it,
• 44:02
  it's clear to me that one, you love this
• 44:04
  and you're meant to do this
• 44:05
  at this point in time, which is awesome.
• 44:07
  And I think that the second thing
• 44:09
  that's crazy is you, you.
• 44:12
  It seems to me
• 44:13
  what's happening
• 44:14
  is every day
• 44:15
  you are going through
• 44:16
  and looking at the business
• 44:17
  as a whole and saying,
• 44:19
  what could I do to make that better?
• 44:21
  Inefficient?
• 44:22
  How can I understand
• 44:24
  that more completely?
• 44:25
  And then you're talking to Claude,
• 44:27
  you're using,
• 44:28
  you know, you're using Whisper Flow
• 44:30
  or whatever
• 44:30
  you're using to get the information in.
• 44:32
  And now that you have the framework
• 44:33
  that you said, the foundation side of it,
• 44:35
  now, it's
• 44:36
  now it's a totally open season
• 44:38
  on anything, basically.
• 44:39
  And so to me, the people that are hold
• 44:43
  the most curiosity are often
• 44:45
  the smartest people in the room. Right.
• 44:47
  And this is a testament to that.
• 44:49
  And, you know,
• 44:50
  I just want to commend you
• 44:51
  because I just think it's
• 44:52
  really fucking unbelievable,
• 44:54
  to be honest with you, in terms
• 44:55
  of how you've gone through this,
• 44:56
  the way that you've thought about it
• 44:58
  in every part of the business
• 44:59
  and the way that you really built
• 45:00
  the OS, you know,
• 45:01
  that's going to
• 45:02
  that's going to accelerate
• 45:03
  and continue to accelerate you.
• 45:04
  I mean, honestly, just based off of this,
• 45:06
  you might be the guy
• 45:07
  that gets me to drink beer again.
• 45:08
  I haven't had a beer
• 45:10
  in a long time
• 45:11
  because I just don't
• 45:12
  drink anymore, basically.
• 45:14
  But look, I mean, this is pretty sweet,
• 45:17
  so I'm going to check it out.
• 45:20
  Thank you.
• 45:21
  And just to show you, like,
• 45:22
  one more thing,
• 45:23
  because I built this this morning,
• 45:26
  it I was like,
• 45:29
  one of the issues we had
• 45:31
  is we have meetings
• 45:32
  and we have meetings
• 45:32
  about these projects,
• 45:33
  and these meetings are now isolated.
• 45:35
  And yeah,
• 45:36
  I could take notions
• 45:37
  API and feed it in there, and that'd be
• 45:38
  that'd be a good thing for people to do.
• 45:40
  But I'm like,
• 45:41
  how hard is it to build like
• 45:43
  just a to do app?
• 45:45
  And we already had one in here.
• 45:46
  Like we already had one
• 45:47
  that was kind of okay.
• 45:49
  And then I was just like,
• 45:50
  but it just wasn't like
• 45:52
  it didn't have everything I wanted.
• 45:54
  So I was like,
• 45:55
  what if I just had the ability to, like,
• 45:56
  take notes during the meeting?
• 45:59
  And if I click new notes,
• 46:00
  then I could record the note
• 46:02
  using chat, chat, GPT.
• 46:04
  And then once I do that,
• 46:06
  you know,
• 46:06
  it's a speech to to text and analyze it.
• 46:10
  But then what's awesome about is
• 46:11
  it ties you to a project.
• 46:12
  So like we have a new launch
• 46:13
  coming up as an example.
• 46:15
  So then I could tie it to this
• 46:17
  and then I can summarize it.
• 46:19
  And now the team has contacts.
• 46:20
  And then later
• 46:21
  they could go create a new agenda
• 46:24
  for a future meeting.
• 46:26
  And it'll be created from these projects
• 46:29
  we've already done. So that's context.
• 46:32
  So that's the power of it.
• 46:33
  It's like
• 46:34
  and now from these meeting agendas,
• 46:36
  we'll have so much more intelligence
• 46:37
  in our system
• 46:38
  to know how to operate more efficiently.
• 46:40
  But that's just an example of like
• 46:41
  once you have the foundation
• 46:43
  like this
• 46:44
  would seem crazy,
• 46:45
  like it's combining notion, Todoist,
• 46:48
  you know,
• 46:48
  like all these things,
• 46:49
  but like really it's not.
• 46:52
  And then
• 46:52
  because I, Google's API
• 46:54
  already hooked up
• 46:55
  like I was able
• 46:55
  to pull on everyone's calendar,
• 46:56
  so they're able to go in there
• 46:58
  and this is their actual Google calendar.
• 47:00
  And then they could join a meeting
• 47:01
  like a note to a meeting.
• 47:02
  So it looks like crazy.
• 47:03
  But it's it's really not super.
• 47:05
  Appreciate your time
• 47:06
  walking through this
• 47:07
  I think incredibly valuable episode and
• 47:10
  and and interesting
• 47:12
  and a lot of deep diving.
• 47:13
  So a lot of gems here
• 47:15
  and appreciate your time.
• 47:16
  And yeah,
• 47:17
  thanks for walking us through it.
• 47:18
  Yeah. Thanks so much. You're welcome.