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Why Measuring the Wrong Thing Can Destroy Your Business: · Private Equity Data Guy

• 0:00
  Your
• 0:00
  feeling
• 0:00
  of
• 0:01
  how
• 0:01
  rested
• 0:01
  you
• 0:01
  are
• 0:01
  is
• 0:02
  a
• 0:02
  much
• 0:02
  better
• 0:03
  mechanism
• 0:04
  because
• 0:04
  that
• 0:04
  feeling
• 0:05
  has
• 0:05
  evolved
• 0:05
  over
• 0:06
  millions
• 0:06
  of
• 0:06
  years
• 0:07
  precisely
• 0:08
  to
• 0:08
  let
• 0:08
  you
• 0:08
  know
• 0:08
  how
• 0:08
  well
• 0:09
  you've
• 0:09
  slept.
• 0:09
  So
• 0:09
  the
• 0:09
  more
• 0:10
  specific
• 0:10
  the
• 0:11
  measure,
• 0:11
  the
• 0:11
  more
• 0:11
  useful
• 0:12
  it
• 0:12
  is.
• 0:12
  You
• 0:12
  should
• 0:13
  never
• 0:13
  use
• 0:13
  vague
• 0:13
  metrics
• 0:14
  like
• 0:14
  sleep
• 0:14
  scores,
• 0:15
  health
• 0:15
  scores.
• 0:16
  You
• 0:16
  know,
• 0:16
  these
• 0:17
  are
• 0:17
  not
• 0:17
  useful.
• 0:17
  These
• 0:17
  are
• 0:18
  just
• 0:18
  going
• 0:18
  to,
• 0:18
  they're
• 0:18
  going
• 0:18
  to,
• 0:19
  these
• 0:19
  are
• 0:19
  going
• 0:19
  to
• 0:20
  mislead
• 0:20
  you.
• 0:20
  There
• 0:20
  was
• 0:20
  a
• 0:21
  husband
• 0:21
  and
• 0:21
  wife
• 0:21
  and
• 0:22
  someone
• 0:22
  said
• 0:22
  to
• 0:22
  the
• 0:22
  wife,
• 0:22
  what,
• 0:23
  what,
• 0:23
  what
• 0:24
  do
• 0:24
  you
• 0:24
  do
• 0:24
  with
• 0:24
  your
• 0:24
  day?
• 0:24
  She
• 0:24
  says,
• 0:24
  oh,
• 0:25
  I
• 0:25
  go
• 0:25
  swimming.
• 0:26
  And
• 0:26
  the
• 0:26
  first
• 0:26
  answer,
• 0:27
  very
• 0:27
  much
• 0:28
  in
• 0:28
  the
• 0:28
  metric
• 0:28
  mindset
• 0:29
  was
• 0:29
  like,
• 0:29
  well,
• 0:29
  how
• 0:29
  far
• 0:29
  do
• 0:30
  you
• 0:30
  swim?
• 0:30
  And
• 0:30
  she
• 0:30
  just
• 0:31
  smiled
• 0:31
  and
• 0:31
  said,
• 0:31
  until
• 0:32
  I
• 0:32
  want
• 0:32
  to
• 0:32
  stop
• 0:32
  swimming.
• 0:33
  This
• 0:33
  is
• 0:33
  the
• 0:33
  Scale
• 0:34
  youe
• 0:34
  Business
• 0:34
  With
• 0:35
  Data
• 0:35
  podcast
• 0:36
  with
• 0:36
  Graham
• 0:36
  Crawford
• 0:37
  of
• 0:37
  Crawford
• 0:38
  macmillan.
• 0:38
  You're
• 0:39
  now
• 0:39
  listening
• 0:39
  to
• 0:39
  the
• 0:40
  only
• 0:40
  podcast
• 0:40
  that
• 0:40
  is
• 0:41
  designed
• 0:41
  from
• 0:41
  the
• 0:41
  ground
• 0:42
  up
• 0:42
  to
• 0:42
  bring
• 0:42
  you
• 0:42
  insights
• 0:43
  and
• 0:43
  stories
• 0:43
  from
• 0:44
  real
• 0:44
  data
• 0:44
  experts.
• 0:46
  You'll
• 0:46
  learn
• 0:46
  how
• 0:46
  to
• 0:46
  use
• 0:46
  the
• 0:47
  power
• 0:47
  of
• 0:47
  data
• 0:47
  to
• 0:47
  take
• 0:48
  your
• 0:48
  business
• 0:48
  to
• 0:48
  the
• 0:48
  next
• 0:48
  level.
• 0:49
  With
• 0:49
  Graham
• 0:50
  and
• 0:50
  his
• 0:50
  guests,
• 0:51
  they're
• 0:51
  also
• 0:51
  going
• 0:52
  to
• 0:52
  show
• 0:52
  you
• 0:52
  how
• 0:52
  the
• 0:52
  data
• 0:53
  is
• 0:53
  often
• 0:53
  the
• 0:53
  gold
• 0:54
  hidden
• 0:54
  in
• 0:54
  plain
• 0:54
  sight
• 0:55
  and
• 0:55
  how
• 0:55
  it
• 0:55
  will
• 0:55
  unblock
• 0:56
  the
• 0:56
  road
• 0:57
  to
• 0:57
  growth
• 0:57
  ahead.
• 0:58
  With
• 0:58
  the
• 0:58
  clarity
• 0:58
  of
• 0:59
  vision
• 0:59
  and
• 0:59
  inspiring
• 1:00
  leadership
• 1:00
  of
• 1:00
  change,
• 1:01
  your
• 1:01
  business
• 1:02
  should
• 1:02
  be
• 1:02
  able
• 1:02
  to
• 1:02
  make
• 1:02
  multimillion
• 1:03
  dollar
• 1:04
  decisions
• 1:04
  in
• 1:05
  minutes,
• 1:05
  not
• 1:06
  months.
• 1:06
  So
• 1:07
  let's
• 1:07
  get
• 1:07
  started.
• 1:08
  Thanks
• 1:08
  for
• 1:08
  listening.
• 1:09
  Good
• 1:09
  morning
• 1:10
  everyone,
• 1:10
  and
• 1:10
  welcome
• 1:11
  to
• 1:11
  Scale
• 1:11
  youe
• 1:12
  Business
• 1:12
  with
• 1:12
  Data.
• 1:13
  So
• 1:13
  today
• 1:14
  I'm
• 1:14
  joined
• 1:14
  by
• 1:14
  Goinder
• 1:15
  Bogle,
• 1:15
  the
• 1:15
  brilliant
• 1:16
  writer
• 1:16
  behind
• 1:16
  the
• 1:16
  Prism
• 1:17
  newsletter
• 1:17
  on
• 1:17
  Substack.
• 1:18
  I
• 1:18
  first
• 1:18
  came
• 1:18
  across
• 1:19
  Goinder
• 1:19
  from
• 1:19
  his
• 1:20
  appearances
• 1:20
  on
• 1:20
  the
• 1:20
  One
• 1:21
  Wisdom
• 1:21
  Podcast
• 1:22
  podcast
• 1:22
  where
• 1:22
  he's
• 1:22
  been
• 1:22
  on
• 1:22
  four
• 1:23
  times
• 1:23
  now,
• 1:23
  I
• 1:23
  believe.
• 1:24
  How
• 1:24
  many
• 1:24
  times?
• 1:24
  Seven.
• 1:25
  Seven?
• 1:25
  Yeah.
• 1:25
  Oh,
• 1:26
  I've
• 1:26
  got
• 1:26
  three
• 1:26
  more
• 1:26
  to
• 1:26
  catch
• 1:27
  up
• 1:27
  on.
• 1:27
  That's
• 1:27
  amazing.
• 1:27
  That's
• 1:28
  great
• 1:28
  news.
• 1:29
  So
• 1:29
  seven
• 1:29
  times,
• 1:30
  seven
• 1:30
  time
• 1:30
  appearance
• 1:32
  on
• 1:32
  the
• 1:32
  Modern
• 1:33
  Wisdom
• 1:33
  podcast.
• 1:33
  I
• 1:34
  was
• 1:34
  fascinated
• 1:34
  by
• 1:35
  Gwenda's
• 1:35
  take
• 1:35
  on
• 1:36
  data,
• 1:36
  on
• 1:36
  life,
• 1:36
  on
• 1:37
  humanity,
• 1:37
  on
• 1:37
  psychology,
• 1:38
  and
• 1:39
  all
• 1:39
  the
• 1:39
  amazing
• 1:39
  things
• 1:39
  he's
• 1:40
  got
• 1:40
  to
• 1:40
  say.
• 1:40
  And
• 1:40
  I've
• 1:40
  followed
• 1:41
  his
• 1:41
  writing
• 1:42
  ever
• 1:42
  since
• 1:43
  then.
• 1:43
  So
• 1:43
  he's
• 1:44
  recognized
• 1:44
  as
• 1:44
  one
• 1:44
  of
• 1:45
  the
• 1:45
  most
• 1:45
  insightful
• 1:45
  voices
• 1:46
  on
• 1:46
  human
• 1:46
  psychology,
• 1:46
  technology
• 1:47
  and
• 1:47
  society.
• 1:48
  And,
• 1:48
  and
• 1:49
  someone
• 1:49
  who,
• 1:49
  crucially,
• 1:50
  in
• 1:50
  this
• 1:50
  world
• 1:50
  of.
• 1:50
  This
• 1:51
  modern
• 1:51
  world
• 1:51
  of
• 1:51
  today,
• 1:52
  cancels
• 1:52
  objectivity
• 1:53
  when
• 1:53
  emotions
• 1:53
  and
• 1:54
  biases
• 1:54
  are
• 1:54
  driving
• 1:55
  the
• 1:55
  world
• 1:55
  crazy.
• 1:56
  Goinda
• 1:57
  is
• 1:57
  the
• 1:57
  author
• 1:57
  of
• 1:57
  one
• 1:57
  of
• 1:57
  my
• 1:57
  favorite
• 1:58
  pieces
• 1:58
  of
• 1:58
  writing
• 1:59
  called
• 1:59
  the
• 1:59
  Game.
• 2:00
  If
• 2:00
  you
• 2:00
  read
• 2:00
  nothing
• 2:01
  else,
• 2:01
  please
• 2:01
  go
• 2:01
  and
• 2:02
  read
• 2:02
  that.
• 2:02
  A
• 2:03
  fascinating
• 2:03
  exploration
• 2:04
  of
• 2:04
  how
• 2:04
  gamification
• 2:05
  is
• 2:05
  reshaping
• 2:06
  human
• 2:06
  behavior
• 2:06
  through
• 2:06
  data
• 2:07
  and
• 2:07
  behavioral
• 2:08
  psychology.
• 2:08
  So
• 2:09
  welcome
• 2:09
  to
• 2:09
  the
• 2:09
  show,
• 2:10
  Goinder.
• 2:10
  Pleasure
• 2:11
  to
• 2:11
  be
• 2:11
  here,
• 2:11
  Graham.
• 2:11
  Thank
• 2:12
  you
• 2:12
  yeah,
• 2:12
  thanks
• 2:12
  so
• 2:12
  much
• 2:12
  for
• 2:13
  coming
• 2:13
  on.
• 2:14
  I.
• 2:15
  You
• 2:15
  know,
• 2:15
  the
• 2:16
  show's
• 2:16
  all
• 2:16
  about
• 2:16
  data,
• 2:16
  and
• 2:17
  of
• 2:17
  all
• 2:17
  the
• 2:17
  many
• 2:18
  data
• 2:18
  things
• 2:18
  that
• 2:18
  I've
• 2:19
  heard
• 2:19
  you
• 2:20
  talk
• 2:20
  about
• 2:20
  and
• 2:21
  seen
• 2:21
  you
• 2:22
  write
• 2:22
  about,
• 2:22
  one
• 2:22
  of
• 2:22
  the
• 2:22
  most
• 2:23
  fascinating
• 2:24
  to
• 2:24
  me,
• 2:25
  which
• 2:26
  I
• 2:26
  learned.
• 2:26
  About
• 2:26
  from
• 2:26
  you,
• 2:26
  was
• 2:26
  the
• 2:26
  McNamara
• 2:27
  fallacy.
• 2:29
  From
• 2:30
  the
• 2:30
  Vietnam
• 2:30
  War.
• 2:31
  So
• 2:31
  for
• 2:31
  those
• 2:31
  who
• 2:31
  haven't
• 2:31
  had
• 2:31
  the
• 2:32
  pleasure
• 2:32
  of
• 2:32
  listening
• 2:32
  to
• 2:33
  talk
• 2:33
  about
• 2:33
  it,
• 2:33
  can
• 2:33
  you
• 2:34
  talk
• 2:34
  about
• 2:34
  the
• 2:35
  danger
• 2:35
  of
• 2:35
  measuring
• 2:35
  the
• 2:36
  wrong
• 2:36
  thing
• 2:36
  and
• 2:37
  how
• 2:37
  it
• 2:37
  manifested
• 2:38
  in
• 2:38
  the
• 2:38
  McNamara
• 2:39
  fallacy?
• 2:39
  Yeah.
• 2:39
  So
• 2:40
  the
• 2:40
  McNamara
• 2:40
  fallacy
• 2:41
  is
• 2:41
  named
• 2:41
  after
• 2:42
  Robert
• 2:42
  McNamara,
• 2:43
  who
• 2:43
  was
• 2:44
  defense
• 2:44
  Secretary
• 2:46
  for
• 2:46
  quite
• 2:46
  some
• 2:47
  years
• 2:47
  during
• 2:47
  the
• 2:47
  Vietnam
• 2:48
  War.
• 2:48
  He
• 2:48
  was
• 2:48
  a
• 2:48
  former
• 2:49
  statistician,
• 2:50
  so
• 2:50
  he
• 2:50
  was
• 2:51
  very
• 2:51
  interested
• 2:51
  in
• 2:52
  metrics.
• 2:53
  And
• 2:54
  what
• 2:54
  he
• 2:54
  did
• 2:55
  was
• 2:55
  that
• 2:55
  he
• 2:55
  wanted
• 2:56
  to
• 2:56
  sort
• 2:56
  of
• 2:56
  find
• 2:57
  a
• 2:57
  way
• 2:57
  to
• 2:57
  sort
• 2:58
  of
• 2:58
  keep
• 2:58
  score
• 2:58
  during
• 2:59
  the
• 2:59
  Vietnam
• 2:59
  War.
• 2:59
  So
• 3:00
  a
• 3:00
  way
• 3:00
  to
• 3:00
  find
• 3:00
  a
• 3:01
  number
• 3:01
  that
• 3:01
  he
• 3:01
  could
• 3:01
  use
• 3:02
  in
• 3:02
  order
• 3:02
  to
• 3:03
  chart
• 3:03
  progress.
• 3:04
  Many
• 3:04
  different
• 3:04
  metrics
• 3:05
  were
• 3:05
  sort
• 3:05
  of
• 3:05
  suggested
• 3:06
  to
• 3:06
  him.
• 3:06
  You
• 3:06
  know,
• 3:07
  things
• 3:07
  like
• 3:08
  the
• 3:08
  sort
• 3:09
  of
• 3:09
  sentiments
• 3:09
  of
• 3:09
  the
• 3:10
  Vietnamese
• 3:10
  people.
• 3:11
  McNamara
• 3:11
  basically
• 3:12
  said,
• 3:12
  you
• 3:12
  know,
• 3:12
  well,
• 3:12
  this
• 3:12
  is
• 3:13
  not
• 3:13
  important.
• 3:14
  The
• 3:14
  sentiments
• 3:14
  of
• 3:14
  the
• 3:15
  Vietnamese
• 3:15
  people
• 3:15
  are
• 3:16
  not.
• 3:16
  Is
• 3:16
  not
• 3:16
  important
• 3:17
  because
• 3:17
  it
• 3:17
  can't
• 3:18
  be
• 3:18
  measured.
• 3:19
  He
• 3:19
  was
• 3:19
  very
• 3:19
  much
• 3:20
  interested
• 3:20
  in
• 3:20
  what
• 3:20
  could
• 3:21
  be
• 3:21
  metrified,
• 3:22
  what
• 3:22
  could
• 3:22
  be
• 3:22
  quantified.
• 3:23
  And
• 3:23
  so
• 3:24
  one
• 3:24
  of
• 3:24
  the
• 3:24
  things
• 3:24
  that
• 3:24
  he
• 3:25
  chose
• 3:25
  as
• 3:25
  his
• 3:25
  metrics
• 3:26
  was
• 3:26
  body
• 3:26
  count,
• 3:27
  the
• 3:27
  number
• 3:27
  of
• 3:28
  people
• 3:29
  that
• 3:29
  had
• 3:29
  been
• 3:30
  killed.
• 3:30
  On
• 3:30
  the
• 3:30
  Vietnamese
• 3:31
  side,
• 3:31
  what
• 3:31
  happened
• 3:32
  was
• 3:32
  that
• 3:32
  he
• 3:32
  started
• 3:33
  to
• 3:33
  sort
• 3:33
  of.
• 3:33
  He
• 3:33
  and
• 3:34
  his
• 3:34
  generals
• 3:35
  started
• 3:35
  to
• 3:35
  sort
• 3:36
  of
• 3:37
  optimize
• 3:38
  for
• 3:38
  body
• 3:38
  count.
• 3:39
  They
• 3:39
  try
• 3:39
  to
• 3:40
  kill
• 3:40
  as
• 3:40
  many
• 3:40
  North
• 3:41
  Vietnamese
• 3:41
  as
• 3:42
  they
• 3:42
  could,
• 3:42
  which
• 3:43
  obviously
• 3:43
  led
• 3:43
  to,
• 3:44
  you
• 3:44
  know,
• 3:44
  atrocities.
• 3:45
  Yeah,
• 3:46
  there
• 3:47
  was,
• 3:47
  you
• 3:47
  know,
• 3:47
  the
• 3:47
  My
• 3:47
  Lai
• 3:48
  massacre,
• 3:48
  and
• 3:48
  there's
• 3:48
  all
• 3:49
  these
• 3:49
  other
• 3:49
  things.
• 3:49
  And
• 3:49
  there
• 3:49
  was
• 3:49
  also
• 3:50
  cheating
• 3:50
  as
• 3:50
  well.
• 3:51
  So
• 3:51
  you
• 3:51
  had
• 3:51
  some
• 3:51
  generals
• 3:52
  who
• 3:52
  would
• 3:52
  purposefully
• 3:53
  inflate
• 3:54
  the
• 3:54
  body
• 3:54
  count,
• 3:55
  you
• 3:56
  know,
• 3:56
  basically
• 3:56
  saying
• 3:57
  that
• 3:57
  they'd
• 3:57
  killed
• 3:57
  more
• 3:57
  people
• 3:57
  than
• 3:58
  they
• 3:58
  actually
• 3:58
  had.
• 3:59
  So
• 3:59
  this.
• 3:59
  All
• 3:59
  of
• 3:59
  these
• 4:00
  sort
• 4:00
  of
• 4:00
  skewed
• 4:00
  incentives
• 4:01
  led
• 4:02
  to
• 4:02
  what
• 4:03
  he
• 4:03
  should
• 4:03
  have
• 4:03
  been
• 4:03
  measuring
• 4:04
  in
• 4:04
  the
• 4:04
  first
• 4:04
  place,
• 4:04
  which
• 4:04
  was
• 4:05
  the
• 4:06
  sentiment
• 4:07
  of
• 4:07
  the
• 4:07
  Vietnamese
• 4:08
  people
• 4:09
  deteriorating
• 4:09
  massively.
• 4:10
  So
• 4:10
  the
• 4:11
  sort
• 4:11
  of
• 4:11
  public
• 4:12
  opinion,
• 4:12
  not
• 4:13
  just
• 4:13
  in
• 4:13
  Vietnam,
• 4:13
  but
• 4:13
  also
• 4:14
  in
• 4:14
  the
• 4:14
  US
• 4:15
  These
• 4:16
  just
• 4:17
  completely,
• 4:17
  just
• 4:17
  tanked.
• 4:18
  And
• 4:20
  after
• 4:20
  the
• 4:20
  public
• 4:20
  opinion
• 4:21
  turned
• 4:21
  against
• 4:21
  the
• 4:21
  Vietnam
• 4:21
  War,
• 4:22
  essentially,
• 4:23
  there
• 4:23
  was
• 4:24
  a
• 4:24
  massive
• 4:24
  push
• 4:24
  to
• 4:24
  end
• 4:25
  the
• 4:25
  Vietnam
• 4:25
  War.
• 4:25
  There
• 4:25
  was
• 4:26
  a
• 4:26
  huge
• 4:26
  push
• 4:27
  to
• 4:27
  get
• 4:27
  the
• 4:27
  Americans
• 4:28
  out.
• 4:28
  And
• 4:29
  so
• 4:29
  America
• 4:30
  basically
• 4:30
  ended
• 4:30
  up
• 4:30
  leaving
• 4:31
  Vietnam
• 4:31
  with
• 4:32
  its
• 4:32
  tail
• 4:32
  between
• 4:32
  its
• 4:33
  legs.
• 4:33
  And
• 4:33
  this
• 4:33
  was
• 4:33
  essentially
• 4:34
  what
• 4:34
  cost
• 4:35
  the
• 4:35
  Americans
• 4:36
  victory
• 4:36
  during
• 4:37
  the
• 4:37
  Vietnam
• 4:37
  War.
• 4:37
  So
• 4:38
  the
• 4:38
  lesson
• 4:39
  to
• 4:39
  be
• 4:40
  drawn
• 4:40
  from
• 4:40
  this
• 4:40
  is
• 4:40
  that
• 4:41
  what
• 4:41
  is
• 4:41
  easily
• 4:41
  measured.
• 4:42
  Is
• 4:42
  not
• 4:42
  always
• 4:42
  the
• 4:43
  most
• 4:43
  important
• 4:43
  metric.
• 4:44
  You
• 4:44
  know,
• 4:45
  there's
• 4:45
  a
• 4:45
  tendency
• 4:45
  for
• 4:45
  people
• 4:46
  to
• 4:46
  sort
• 4:46
  of
• 4:46
  focus
• 4:46
  on
• 4:47
  the
• 4:47
  most
• 4:47
  easily
• 4:48
  measured
• 4:48
  metrics,
• 4:49
  the
• 4:49
  most
• 4:50
  quantifiable
• 4:50
  metrics.
• 4:51
  But
• 4:52
  in
• 4:52
  reality,
• 4:54
  these
• 4:54
  are
• 4:54
  not
• 4:54
  always
• 4:54
  the
• 4:55
  most
• 4:55
  important
• 4:55
  thing
• 4:55
  because
• 4:56
  reality
• 4:56
  is.
• 4:56
  Messy
• 4:57
  and
• 4:57
  there's
• 4:58
  things
• 4:58
  like
• 4:58
  psychology
• 4:59
  that
• 4:59
  we
• 4:59
  need
• 4:59
  to
• 4:59
  take
• 4:59
  account
• 5:00
  of
• 5:00
  and
• 5:00
  psychology
• 5:01
  can't
• 5:01
  be
• 5:01
  metrified.
• 5:03
  So
• 5:04
  this
• 5:04
  is
• 5:04
  essentially.
• 5:05
  It
• 5:06
  tells
• 5:06
  us
• 5:06
  that
• 5:06
  we
• 5:06
  need
• 5:07
  to
• 5:07
  pay
• 5:07
  more
• 5:07
  attention
• 5:07
  to
• 5:08
  sort
• 5:08
  of
• 5:08
  qualitative
• 5:09
  metrics
• 5:11
  instead
• 5:11
  of
• 5:11
  just
• 5:11
  the
• 5:11
  quantitative
• 5:12
  ones.
• 5:12
  Yeah,
• 5:13
  that's
• 5:15
  a
• 5:15
  really
• 5:15
  wonderful
• 5:15
  story
• 5:16
  about
• 5:17
  measuring
• 5:17
  the
• 5:17
  wrong
• 5:17
  thing.
• 5:18
  And
• 5:18
  there's
• 5:19
  a
• 5:19
  book
• 5:19
  that's
• 5:20
  thrust
• 5:20
  at
• 5:21
  anyone
• 5:21
  entering
• 5:21
  the
• 5:21
  data
• 5:21
  profession
• 5:22
  called
• 5:22
  Measure
• 5:22
  what
• 5:23
  Matters
• 5:24
  that
• 5:25
  I
• 5:25
  think
• 5:25
  points
• 5:25
  to
• 5:26
  some
• 5:26
  of
• 5:26
  the
• 5:27
  mistakes
• 5:27
  that
• 5:27
  were
• 5:27
  made
• 5:27
  there.
• 5:28
  I've
• 5:28
  got
• 5:29
  an
• 5:29
  example
• 5:29
  to
• 5:29
  share
• 5:29
  from
• 5:29
  a
• 5:29
  company
• 5:30
  I
• 5:30
  was
• 5:30
  working
• 5:30
  at
• 5:31
  at
• 5:31
  the
• 5:31
  birth
• 5:31
  of
• 5:31
  big
• 5:31
  data.
• 5:33
  Suddenly
• 5:34
  of
• 5:34
  storing
• 5:34
  information
• 5:35
  became
• 5:36
  cheaper
• 5:36
  than
• 5:36
  it
• 5:36
  ever
• 5:36
  been,
• 5:37
  or
• 5:37
  approximating
• 5:38
  towards
• 5:38
  zero,
• 5:38
  I
• 5:39
  think,
• 5:39
  as
• 5:39
  it
• 5:39
  was
• 5:39
  described
• 5:39
  at
• 5:40
  the
• 5:40
  time.
• 5:40
  So
• 5:40
  the
• 5:40
  company
• 5:41
  I
• 5:41
  worked
• 5:41
  at
• 5:41
  decided,
• 5:42
  hey,
• 5:42
  well,
• 5:42
  let's
• 5:42
  collect
• 5:43
  all
• 5:43
  the
• 5:43
  data
• 5:43
  about
• 5:43
  all
• 5:43
  the
• 5:44
  things.
• 5:44
  And
• 5:44
  we
• 5:45
  put
• 5:45
  these
• 5:45
  thermometers
• 5:46
  up,
• 5:47
  you
• 5:47
  know,
• 5:47
  at
• 5:47
  the
• 5:47
  entrance
• 5:47
  to
• 5:48
  the
• 5:48
  off
• 5:48
  the
• 5:48
  offices,
• 5:49
  and
• 5:50
  the
• 5:50
  battle
• 5:51
  cry
• 5:51
  was
• 5:51
  fill
• 5:52
  the
• 5:52
  lake.
• 5:52
  Right,
• 5:53
  to
• 5:53
  fill
• 5:54
  the
• 5:54
  data
• 5:54
  lake.
• 5:54
  And
• 5:55
  every
• 5:55
  day
• 5:55
  we
• 5:55
  watched
• 5:55
  as
• 5:55
  we
• 5:56
  chirped
• 5:56
  more
• 5:56
  and
• 5:56
  more
• 5:56
  data
• 5:57
  into
• 5:57
  this
• 5:57
  lake
• 5:57
  and
• 5:58
  the
• 5:58
  thermometer
• 5:59
  went
• 5:59
  up
• 5:59
  and
• 6:00
  we
• 6:00
  got
• 6:00
  ready
• 6:00
  to
• 6:00
  have
• 6:00
  a
• 6:01
  big
• 6:01
  celebration
• 6:01
  at
• 6:01
  the
• 6:02
  end.
• 6:03
  But
• 6:03
  at
• 6:03
  the
• 6:03
  time,
• 6:03
  I
• 6:03
  was
• 6:03
  representing
• 6:04
  all
• 6:04
  the
• 6:04
  users
• 6:05
  of
• 6:05
  that
• 6:05
  data
• 6:05
  around
• 6:06
  the
• 6:06
  company,
• 6:06
  and
• 6:07
  we'd
• 6:07
  been
• 6:07
  kind
• 6:07
  of
• 6:07
  kept
• 6:08
  at
• 6:08
  arm's
• 6:08
  length
• 6:08
  while
• 6:09
  the
• 6:09
  lake
• 6:09
  was
• 6:09
  filled.
• 6:10
  But
• 6:10
  then
• 6:10
  came
• 6:11
  the
• 6:11
  time
• 6:11
  to
• 6:11
  be
• 6:11
  like,
• 6:11
  okay,
• 6:11
  well
• 6:12
  how
• 6:12
  do
• 6:12
  we.
• 6:12
  Can
• 6:12
  we
• 6:13
  run
• 6:13
  queries?
• 6:13
  Can
• 6:13
  you
• 6:14
  let
• 6:14
  us
• 6:14
  loose
• 6:14
  on
• 6:14
  this?
• 6:14
  And
• 6:14
  like,
• 6:15
  no,
• 6:16
  you
• 6:16
  can't
• 6:16
  really
• 6:17
  write
• 6:17
  SQL
• 6:17
  against
• 6:17
  this.
• 6:18
  You
• 6:18
  know,
• 6:18
  it
• 6:18
  doesn't
• 6:18
  perform
• 6:19
  that
• 6:19
  well.
• 6:19
  And
• 6:19
  I
• 6:19
  was
• 6:19
  like,
• 6:20
  okay,
• 6:20
  well
• 6:20
  how
• 6:20
  about
• 6:20
  we
• 6:21
  point
• 6:21
  some
• 6:21
  of
• 6:21
  our
• 6:21
  reporting
• 6:22
  tools
• 6:22
  and
• 6:22
  at
• 6:22
  least
• 6:22
  we
• 6:22
  build
• 6:23
  a
• 6:23
  dashboard.
• 6:23
  Well,
• 6:24
  it
• 6:24
  doesn't
• 6:24
  really
• 6:25
  work
• 6:25
  with
• 6:26
  those
• 6:26
  that
• 6:27
  effectively.
• 6:27
  And
• 6:27
  suddenly
• 6:28
  we
• 6:28
  had
• 6:28
  this
• 6:28
  huge
• 6:29
  mountain
• 6:29
  of
• 6:29
  what
• 6:29
  was
• 6:29
  effectively
• 6:31
  useless
• 6:31
  data
• 6:32
  until
• 6:32
  the,
• 6:32
  you
• 6:32
  know,
• 6:33
  years
• 6:33
  later,
• 6:33
  the
• 6:33
  technology
• 6:33
  came
• 6:34
  wrong
• 6:34
  to
• 6:35
  make
• 6:35
  that
• 6:36
  more
• 6:36
  accessible.
• 6:36
  But
• 6:36
  again,
• 6:37
  similar
• 6:38
  to
• 6:38
  the
• 6:38
  McNamara
• 6:38
  fallacy,
• 6:39
  we
• 6:40
  picked
• 6:40
  something
• 6:40
  that
• 6:41
  was
• 6:41
  easy
• 6:41
  to
• 6:42
  measure
• 6:42
  and
• 6:42
  the
• 6:42
  most
• 6:42
  obvious
• 6:43
  thing,
• 6:43
  right?
• 6:44
  And
• 6:44
  it
• 6:44
  was
• 6:44
  most
• 6:45
  comfortable.
• 6:45
  And
• 6:45
  it
• 6:45
  was
• 6:45
  the
• 6:46
  thing
• 6:47
  as
• 6:47
  well.
• 6:48
  And
• 6:48
  at
• 6:48
  least
• 6:48
  there
• 6:49
  was
• 6:49
  no
• 6:49
  bodies
• 6:49
  involved
• 6:49
  in
• 6:49
  what
• 6:50
  we
• 6:50
  were
• 6:50
  doing.
• 6:50
  But
• 6:50
  it
• 6:50
  was
• 6:51
  the
• 6:51
  thing
• 6:52
  which
• 6:52
  was
• 6:52
  easiest
• 6:53
  to
• 6:53
  achieve.
• 6:53
  You
• 6:54
  know,
• 6:54
  I
• 6:54
  can
• 6:54
  think
• 6:54
  of
• 6:54
  different
• 6:54
  ways
• 6:54
  we
• 6:55
  could
• 6:55
  approach
• 6:55
  that.
• 6:55
  But
• 6:56
  like,
• 6:56
  if
• 6:56
  you
• 6:57
  put
• 6:57
  yourself
• 6:57
  back
• 6:57
  in
• 6:57
  McNamara's
• 6:58
  shoes
• 6:59
  in
• 6:59
  the
• 6:59
  70s,
• 6:59
  like,
• 7:00
  how
• 7:00
  might
• 7:00
  you
• 7:00
  have
• 7:02
  begun
• 7:02
  to
• 7:02
  approach
• 7:03
  measuring,
• 7:04
  you
• 7:04
  know,
• 7:04
  the,
• 7:04
  the
• 7:04
  sentiment
• 7:05
  of
• 7:05
  the
• 7:05
  Vietnamese
• 7:06
  people
• 7:06
  or
• 7:06
  even
• 7:06
  the
• 7:07
  American
• 7:07
  people,
• 7:07
  which
• 7:07
  I'm
• 7:07
  sure.
• 7:08
  Also
• 7:08
  tanked
• 7:08
  in
• 7:08
  the,
• 7:08
  in
• 7:08
  the
• 7:09
  face
• 7:09
  of
• 7:09
  growing
• 7:09
  body
• 7:09
  counts
• 7:10
  on
• 7:10
  both
• 7:10
  sides.
• 7:11
  Yeah,
• 7:11
  well,
• 7:11
  I
• 7:11
  think
• 7:12
  it
• 7:12
  would
• 7:13
  probably
• 7:13
  be
• 7:13
  wiser
• 7:14
  to
• 7:14
  have
• 7:14
  focused
• 7:15
  on
• 7:15
  the
• 7:15
  sentiments
• 7:15
  of
• 7:15
  the
• 7:16
  American
• 7:16
  people
• 7:16
  because
• 7:16
  it,
• 7:17
  it
• 7:17
  would
• 7:17
  have
• 7:17
  been
• 7:18
  easier
• 7:18
  to
• 7:18
  gauge.
• 7:20
  And
• 7:20
  this
• 7:20
  could
• 7:20
  have
• 7:20
  been
• 7:20
  done
• 7:21
  through
• 7:21
  polling,
• 7:22
  you
• 7:22
  know,
• 7:22
  and
• 7:22
  sort
• 7:23
  of
• 7:23
  just
• 7:23
  looking
• 7:24
  at,
• 7:24
  sort
• 7:24
  of
• 7:25
  also
• 7:25
  looking
• 7:25
  at
• 7:25
  what
• 7:26
  the
• 7:26
  media
• 7:26
  were
• 7:26
  reporting
• 7:26
  as
• 7:27
  well,
• 7:27
  because
• 7:27
  obviously
• 7:28
  public
• 7:29
  sentiment
• 7:29
  is
• 7:29
  often
• 7:29
  downstream
• 7:30
  of
• 7:30
  what
• 7:30
  the
• 7:30
  media
• 7:30
  reports
• 7:31
  and
• 7:31
  also
• 7:32
  upstream
• 7:32
  of
• 7:33
  it
• 7:33
  as
• 7:33
  well,
• 7:33
  because
• 7:33
  the
• 7:33
  media
• 7:33
  obviously
• 7:34
  want
• 7:34
  to
• 7:34
  feedback,
• 7:35
  they
• 7:36
  want
• 7:36
  to
• 7:36
  spoon
• 7:36
  feed
• 7:37
  people's
• 7:37
  opinions
• 7:37
  back
• 7:38
  to
• 7:38
  them.
• 7:38
  There
• 7:38
  are,
• 7:38
  you
• 7:39
  know,
• 7:39
  there
• 7:39
  were
• 7:39
  a
• 7:39
  very
• 7:40
  wide
• 7:40
  range
• 7:41
  of
• 7:41
  sort
• 7:41
  of
• 7:42
  tools
• 7:43
  that
• 7:43
  people
• 7:43
  could
• 7:43
  have
• 7:44
  used
• 7:44
  in
• 7:44
  order
• 7:45
  to
• 7:45
  measure
• 7:45
  the
• 7:45
  public
• 7:45
  sentiment.
• 7:46
  You
• 7:46
  could
• 7:46
  also
• 7:46
  look
• 7:46
  at
• 7:47
  the
• 7:47
  number
• 7:47
  of
• 7:48
  protests
• 7:48
  and
• 7:49
  the
• 7:49
  size
• 7:49
  of
• 7:49
  the
• 7:49
  protests,
• 7:50
  things
• 7:51
  like
• 7:51
  that,
• 7:51
  you
• 7:51
  know,
• 7:52
  and
• 7:52
  also
• 7:53
  generally
• 7:53
  looking
• 7:53
  at
• 7:54
  sort
• 7:54
  of
• 7:56
  opinion
• 7:56
  polls
• 7:57
  of
• 7:57
  the
• 7:58
  presidency
• 7:58
  and
• 7:58
  things
• 7:59
  like
• 7:59
  that,
• 7:59
  because
• 7:59
  that's
• 7:59
  going
• 7:59
  to
• 7:59
  be
• 8:00
  tied
• 8:00
  to
• 8:00
  the
• 8:01
  war,
• 8:01
  since
• 8:01
  the
• 8:01
  war
• 8:01
  was
• 8:02
  sort
• 8:02
  of
• 8:02
  like
• 8:02
  a
• 8:02
  major
• 8:03
  event
• 8:03
  at
• 8:03
  that
• 8:03
  time.
• 8:04
  One
• 8:04
  of
• 8:04
  the
• 8:04
  key
• 8:04
  things
• 8:05
  about
• 8:05
  using
• 8:05
  metrics
• 8:06
  is
• 8:06
  you
• 8:06
  should
• 8:06
  never
• 8:06
  rely
• 8:07
  on
• 8:07
  any
• 8:07
  one
• 8:07
  metric.
• 8:08
  The
• 8:09
  more
• 8:09
  metrics
• 8:09
  you
• 8:09
  use,
• 8:09
  the
• 8:10
  more
• 8:10
  reliable
• 8:10
  your
• 8:10
  data.
• 8:11
  And
• 8:12
  so
• 8:12
  it
• 8:12
  would
• 8:12
  have
• 8:13
  been
• 8:13
  wise
• 8:13
  to
• 8:13
  sort
• 8:13
  of
• 8:14
  use
• 8:14
  a
• 8:14
  wide
• 8:14
  range
• 8:15
  of
• 8:15
  different
• 8:15
  metrics.
• 8:16
  Especially
• 8:17
  when
• 8:17
  you're
• 8:17
  measuring
• 8:17
  qualitative
• 8:18
  data,
• 8:19
  you
• 8:20
  need
• 8:20
  as
• 8:20
  many
• 8:20
  metrics
• 8:21
  as
• 8:21
  you
• 8:21
  can,
• 8:21
  because
• 8:22
  qualitative
• 8:22
  data
• 8:23
  obviously
• 8:23
  cannot
• 8:23
  be
• 8:23
  quantified.
• 8:24
  You
• 8:25
  using
• 8:25
  simple
• 8:26
  things
• 8:26
  like,
• 8:26
  you
• 8:27
  know,
• 8:27
  numerical
• 8:27
  figures.
• 8:28
  And
• 8:28
  so,
• 8:29
  you
• 8:29
  know,
• 8:29
  something
• 8:30
  as
• 8:30
  complex
• 8:30
  as
• 8:30
  human
• 8:30
  psychology
• 8:31
  requires
• 8:32
  as
• 8:32
  many
• 8:32
  metrics
• 8:32
  as
• 8:33
  possible
• 8:33
  to,
• 8:33
  to,
• 8:34
  to
• 8:34
  be
• 8:34
  accurate.
• 8:35
  So
• 8:35
  that's
• 8:36
  one
• 8:36
  way,
• 8:36
  you
• 8:36
  know.
• 8:37
  Well,
• 8:37
  it's
• 8:37
  actually
• 8:37
  many
• 8:37
  ways
• 8:38
  that
• 8:38
  you
• 8:38
  would
• 8:38
  have,
• 8:38
  you
• 8:39
  would
• 8:39
  have
• 8:39
  measured
• 8:40
  public
• 8:40
  sentiment
• 8:42
  in
• 8:42
  Vietnam.
• 8:42
  It
• 8:42
  would
• 8:42
  have
• 8:43
  been
• 8:43
  a
• 8:43
  bit
• 8:43
  more
• 8:43
  difficult
• 8:44
  because
• 8:44
  obviously,
• 8:45
  especially
• 8:45
  during
• 8:45
  war,
• 8:46
  when
• 8:46
  you're
• 8:47
  faced
• 8:47
  with
• 8:47
  people
• 8:47
  in
• 8:48
  the
• 8:48
  jungle,
• 8:49
  you
• 8:49
  know,
• 8:49
  you
• 8:49
  can't
• 8:50
  easily
• 8:50
  get
• 8:50
  data
• 8:50
  from
• 8:50
  them.
• 8:51
  So
• 8:51
  that
• 8:51
  would
• 8:51
  have
• 8:52
  really
• 8:53
  been
• 8:53
  more
• 8:53
  difficult.
• 8:53
  But
• 8:54
  it
• 8:54
  was
• 8:55
  possible.
• 8:55
  It
• 8:55
  could
• 8:55
  have
• 8:55
  been
• 8:55
  done
• 8:56
  through
• 8:56
  espionage.
• 8:57
  It
• 8:58
  could
• 8:58
  have
• 8:58
  been
• 8:58
  done
• 8:58
  through
• 8:59
  looking
• 9:00
  at
• 9:00
  intercepting,
• 9:01
  sort
• 9:01
  of,
• 9:01
  you
• 9:01
  know,
• 9:02
  the
• 9:02
  sort
• 9:02
  of
• 9:03
  communication
• 9:03
  channels
• 9:04
  domestically
• 9:04
  in,
• 9:05
  in
• 9:05
  Vietnam
• 9:05
  and
• 9:06
  to
• 9:06
  see
• 9:06
  what
• 9:06
  people
• 9:06
  were
• 9:07
  saying,
• 9:08
  see
• 9:08
  what
• 9:08
  kinds
• 9:09
  of
• 9:09
  propaganda
• 9:09
  was
• 9:09
  being
• 9:10
  propagated.
• 9:11
  Was
• 9:12
  the
• 9:12
  propaganda
• 9:12
  focusing
• 9:13
  on
• 9:13
  atrocities,
• 9:13
  things
• 9:14
  like
• 9:14
  that?
• 9:14
  Obviously,
• 9:15
  if
• 9:15
  you
• 9:15
  have
• 9:15
  an
• 9:15
  atrocity,
• 9:15
  this
• 9:16
  is
• 9:16
  going
• 9:16
  to
• 9:17
  diminish
• 9:18
  public
• 9:18
  sentiment.
• 9:19
  So
• 9:19
  there
• 9:19
  are
• 9:20
  many
• 9:20
  different
• 9:20
  things.
• 9:21
  And
• 9:21
  I
• 9:21
  think
• 9:21
  this
• 9:21
  is
• 9:21
  really
• 9:22
  the
• 9:22
  issue
• 9:22
  is
• 9:22
  that
• 9:23
  I
• 9:24
  think
• 9:24
  McNamara's
• 9:25
  mistake
• 9:25
  was
• 9:25
  in
• 9:26
  believing
• 9:26
  that
• 9:26
  he
• 9:26
  could
• 9:27
  use
• 9:27
  single
• 9:28
  measures.
• 9:30
  It
• 9:30
  wasn't
• 9:30
  just
• 9:30
  that
• 9:31
  he
• 9:31
  was
• 9:31
  only
• 9:31
  focused
• 9:32
  on
• 9:32
  what
• 9:32
  could
• 9:32
  be
• 9:32
  quantified.
• 9:33
  He
• 9:33
  was
• 9:33
  just
• 9:33
  also
• 9:33
  using
• 9:34
  single
• 9:34
  measures.
• 9:35
  And
• 9:36
  especially
• 9:36
  during
• 9:37
  wartime
• 9:37
  this
• 9:37
  is
• 9:38
  not
• 9:38
  really
• 9:39
  a
• 9:39
  good
• 9:39
  way
• 9:39
  to
• 9:40
  do
• 9:40
  data
• 9:41
  collection
• 9:42
  because
• 9:42
  there's
• 9:42
  a
• 9:43
  lot
• 9:43
  of
• 9:43
  misinformation
• 9:44
  during
• 9:44
  wars.
• 9:44
  And
• 9:45
  so,
• 9:45
  you
• 9:45
  know,
• 9:46
  your,
• 9:46
  your
• 9:46
  information
• 9:47
  pool
• 9:47
  is
• 9:48
  liable
• 9:48
  to
• 9:48
  be
• 9:48
  polluted.
• 9:49
  You
• 9:49
  know,
• 9:49
  it's
• 9:50
  not
• 9:50
  just
• 9:50
  public
• 9:50
  sentiment
• 9:51
  that
• 9:51
  he
• 9:51
  missed
• 9:51
  out.
• 9:51
  He
• 9:51
  missed
• 9:52
  out
• 9:52
  many
• 9:52
  other
• 9:52
  factors
• 9:53
  as
• 9:53
  well,
• 9:53
  such
• 9:53
  as
• 9:53
  the
• 9:54
  sort
• 9:54
  of.
• 9:54
  He
• 9:54
  was,
• 9:54
  wasn't
• 9:55
  really
• 9:55
  paying
• 9:55
  much
• 9:55
  attention
• 9:56
  to,
• 9:57
  even
• 9:57
  to
• 9:57
  the
• 9:57
  economic
• 9:58
  cost
• 9:59
  of
• 9:59
  the
• 9:59
  war.
• 10:00
  He
• 10:00
  might
• 10:00
  have
• 10:00
  been
• 10:00
  focusing
• 10:01
  on
• 10:01
  the.
• 10:01
  The
• 10:01
  expenditure,
• 10:02
  the
• 10:02
  government
• 10:03
  expenditure
• 10:04
  on
• 10:04
  the.
• 10:05
  War,
• 10:05
  which
• 10:05
  is
• 10:05
  a
• 10:05
  simple
• 10:06
  number.
• 10:06
  Yeah.
• 10:07
  But
• 10:07
  he
• 10:07
  wasn't
• 10:07
  focusing
• 10:08
  on
• 10:08
  the
• 10:08
  downstream
• 10:09
  sort
• 10:09
  of
• 10:10
  costs
• 10:10
  as
• 10:10
  well.
• 10:10
  You
• 10:10
  know,
• 10:11
  there's
• 10:11
  going
• 10:11
  to
• 10:11
  be
• 10:11
  excess
• 10:12
  sort
• 10:12
  of
• 10:12
  strain
• 10:13
  being
• 10:13
  put
• 10:13
  on
• 10:13
  the
• 10:14
  workforce.
• 10:15
  There's
• 10:15
  going
• 10:15
  to
• 10:15
  be,
• 10:16
  you
• 10:16
  know,
• 10:17
  a
• 10:17
  lot
• 10:17
  of
• 10:18
  things
• 10:18
  that
• 10:18
  can't
• 10:18
  be
• 10:18
  easily.
• 10:19
  Measured,
• 10:19
  such
• 10:19
  as
• 10:20
  volatility
• 10:21
  and,
• 10:21
  you
• 10:21
  know,
• 10:22
  people
• 10:23
  obviously
• 10:24
  being
• 10:24
  worried
• 10:24
  and
• 10:25
  anxiety
• 10:25
  and.
• 10:26
  Things
• 10:26
  like
• 10:26
  this
• 10:26
  are
• 10:26
  going
• 10:26
  to
• 10:26
  have.
• 10:26
  An
• 10:26
  effect
• 10:27
  on
• 10:27
  the
• 10:27
  stock
• 10:27
  market,
• 10:27
  for
• 10:27
  instance.
• 10:28
  These
• 10:28
  are
• 10:28
  obviously
• 10:29
  going
• 10:29
  to
• 10:29
  have
• 10:29
  an.
• 10:30
  Economic
• 10:30
  cost
• 10:30
  also,
• 10:30
  but
• 10:31
  they
• 10:31
  can't
• 10:31
  be
• 10:31
  easily
• 10:31
  measured.
• 10:32
  So
• 10:32
  the
• 10:32
  economic
• 10:33
  cost
• 10:33
  was
• 10:33
  also
• 10:33
  a.
• 10:34
  Big
• 10:34
  factor
• 10:34
  in,
• 10:35
  into
• 10:35
  why
• 10:35
  the
• 10:36
  US
• 10:36
  eventually
• 10:37
  withdrew
• 10:37
  from
• 10:38
  Vietnam
• 10:38
  because
• 10:38
  it
• 10:39
  just
• 10:39
  became
• 10:39
  too
• 10:39
  expensive.
• 10:40
  And
• 10:40
  it
• 10:40
  wasn't
• 10:41
  just
• 10:41
  the
• 10:41
  cost
• 10:42
  of.
• 10:42
  Expenditure
• 10:42
  by
• 10:42
  the
• 10:43
  government.
• 10:43
  It
• 10:43
  was
• 10:43
  that
• 10:44
  it
• 10:44
  was
• 10:44
  actually
• 10:44
  having
• 10:45
  an
• 10:45
  effect
• 10:45
  on
• 10:46
  the
• 10:46
  anxiety
• 10:46
  of
• 10:46
  the
• 10:47
  American
• 10:47
  population.
• 10:48
  People
• 10:48
  were,
• 10:49
  you
• 10:49
  know,
• 10:50
  sort
• 10:50
  of,
• 10:50
  it
• 10:50
  was
• 10:51
  affecting
• 10:51
  the
• 10:51
  stock
• 10:51
  market.
• 10:51
  And
• 10:52
  so
• 10:52
  there's
• 10:52
  so
• 10:52
  many
• 10:52
  different
• 10:53
  costs
• 10:54
  that
• 10:54
  needed
• 10:55
  to
• 10:55
  be
• 10:55
  measured
• 10:55
  that
• 10:55
  weren't
• 10:56
  measured
• 10:56
  because
• 10:57
  they
• 10:57
  were
• 10:57
  hard
• 10:57
  to
• 10:57
  measure,
• 10:57
  because
• 10:58
  they
• 10:58
  were.
• 10:58
  They're
• 10:58
  qualitative
• 10:59
  measures,
• 11:00
  things
• 11:00
  like
• 11:00
  state
• 11:01
  of
• 11:01
  mind
• 11:01
  rather
• 11:02
  than
• 11:02
  quantitative
• 11:03
  measures.
• 11:03
  And
• 11:04
  I
• 11:05
  think
• 11:05
  what
• 11:05
  we
• 11:05
  need
• 11:05
  to.
• 11:05
  Do,
• 11:05
  I
• 11:06
  think
• 11:06
  one
• 11:06
  of
• 11:06
  the
• 11:06
  good.
• 11:06
  Things
• 11:06
  about
• 11:06
  the
• 11:07
  modern
• 11:07
  age
• 11:07
  is
• 11:07
  that
• 11:07
  we're
• 11:08
  actually
• 11:08
  getting
• 11:08
  a
• 11:08
  lot
• 11:08
  better
• 11:08
  at
• 11:09
  measuring
• 11:10
  these
• 11:10
  qualitative
• 11:11
  measures
• 11:11
  of
• 11:12
  things
• 11:12
  like
• 11:12
  state
• 11:13
  of
• 11:13
  mind.
• 11:13
  We're
• 11:13
  getting
• 11:14
  much
• 11:14
  better
• 11:14
  at
• 11:14
  metrifying
• 11:15
  these
• 11:15
  things
• 11:16
  because
• 11:16
  you
• 11:16
  can,
• 11:17
  for
• 11:18
  instance,
• 11:18
  you.
• 11:18
  Can
• 11:18
  use
• 11:18
  social
• 11:18
  media
• 11:19
  sentiment.
• 11:20
  You
• 11:20
  know,
• 11:20
  there's
• 11:21
  things
• 11:21
  like
• 11:21
  sentiment
• 11:22
  analysis,
• 11:22
  which
• 11:22
  is
• 11:22
  something
• 11:22
  that
• 11:23
  I
• 11:23
  did
• 11:24
  early
• 11:24
  in
• 11:24
  my
• 11:24
  life,
• 11:24
  which
• 11:25
  is
• 11:25
  when
• 11:25
  you
• 11:25
  sort
• 11:26
  of
• 11:26
  look
• 11:27
  at
• 11:27
  the
• 11:27
  kinds
• 11:27
  of
• 11:27
  words
• 11:28
  that
• 11:28
  people
• 11:28
  are
• 11:29
  using
• 11:29
  online
• 11:30
  for,
• 11:30
  you
• 11:30
  know,
• 11:30
  so
• 11:31
  you,
• 11:31
  you
• 11:31
  take
• 11:31
  a
• 11:32
  swathe
• 11:32
  of
• 11:32
  the
• 11:32
  Internet,
• 11:32
  you
• 11:33
  look
• 11:33
  at
• 11:33
  the
• 11:33
  kinds
• 11:33
  of
• 11:33
  words
• 11:34
  that
• 11:34
  they're
• 11:34
  using.
• 11:34
  Do
• 11:34
  those
• 11:34
  words
• 11:35
  have
• 11:35
  positive
• 11:36
  valence
• 11:36
  or
• 11:36
  negative
• 11:37
  valence?
• 11:37
  And
• 11:38
  from
• 11:38
  that
• 11:38
  you
• 11:38
  can
• 11:38
  kind
• 11:38
  of
• 11:38
  gauge
• 11:39
  generally
• 11:40
  what
• 11:40
  people's
• 11:40
  sentiment
• 11:41
  is
• 11:41
  around
• 11:41
  a
• 11:42
  certain
• 11:42
  topic.
• 11:42
  Has
• 11:43
  that
• 11:43
  got
• 11:43
  better?
• 11:43
  Sentiment
• 11:44
  analysis
• 11:44
  got
• 11:44
  better
• 11:45
  over
• 11:45
  time.
• 11:45
  I
• 11:45
  remember
• 11:46
  the
• 11:46
  early
• 11:46
  days
• 11:46
  of
• 11:46
  sentiment
• 11:47
  analysis
• 11:47
  myself
• 11:48
  were,
• 11:48
  you
• 11:49
  know,
• 11:49
  people
• 11:49
  would
• 11:49
  often
• 11:50
  throw
• 11:50
  it
• 11:50
  out
• 11:50
  and
• 11:50
  say,
• 11:50
  oh,
• 11:51
  this
• 11:51
  isn't
• 11:51
  necessarily
• 11:52
  a
• 11:52
  reliable
• 11:52
  measure,
• 11:53
  but
• 11:53
  I
• 11:53
  think
• 11:53
  there
• 11:54
  have
• 11:54
  Been
• 11:54
  three
• 11:55
  big
• 11:55
  changes,
• 11:55
  I
• 11:55
  think,
• 11:56
  since
• 11:56
  it
• 11:56
  first
• 11:56
  emerged
• 11:56
  on
• 11:57
  the
• 11:57
  scene.
• 11:57
  The
• 11:57
  first
• 11:58
  is
• 11:58
  the
• 11:58
  quality
• 11:59
  of
• 11:59
  the
• 11:59
  programming
• 11:59
  and
• 11:59
  the
• 12:00
  logic
• 12:00
  that
• 12:00
  goes
• 12:00
  into
• 12:01
  calculating
• 12:02
  it.
• 12:02
  The
• 12:02
  second
• 12:02
  is
• 12:03
  the
• 12:03
  sheer
• 12:03
  volume
• 12:03
  of
• 12:04
  sentiment
• 12:04
  that's
• 12:05
  available
• 12:05
  out
• 12:05
  there.
• 12:06
  There's
• 12:06
  a
• 12:06
  third
• 12:06
  one
• 12:06
  that
• 12:07
  I'm
• 12:07
  interested
• 12:07
  in
• 12:07
  your
• 12:07
  take
• 12:07
  on
• 12:08
  and
• 12:08
  that's
• 12:08
  the
• 12:09
  differ
• 12:09
  between
• 12:10
  what
• 12:10
  human
• 12:11
  beings
• 12:11
  say
• 12:11
  and
• 12:11
  what
• 12:12
  human
• 12:12
  beings
• 12:12
  actually
• 12:12
  mean.
• 12:13
  Right.
• 12:13
  And
• 12:13
  particularly
• 12:14
  online
• 12:14
  when
• 12:15
  they're
• 12:15
  trying
• 12:15
  to
• 12:15
  curate
• 12:16
  a
• 12:16
  presence.
• 12:18
  Is
• 12:18
  that
• 12:18
  the
• 12:18
  hardest
• 12:18
  of
• 12:18
  those
• 12:19
  three
• 12:19
  to
• 12:20
  crack?
• 12:20
  And
• 12:21
  does
• 12:21
  sheer
• 12:21
  volume
• 12:22
  solve
• 12:22
  for
• 12:22
  that?
• 12:23
  Over
• 12:23
  the
• 12:23
  course
• 12:24
  of
• 12:24
  hundreds
• 12:24
  of
• 12:25
  millions
• 12:25
  of
• 12:25
  pieces
• 12:25
  of
• 12:26
  sentiment,
• 12:26
  there
• 12:26
  is
• 12:27
  a.
• 12:27
  Clear
• 12:27
  difference
• 12:27
  between
• 12:28
  stated
• 12:29
  preferences
• 12:29
  and
• 12:29
  revealed
• 12:30
  preferences.
• 12:31
  This
• 12:31
  has
• 12:31
  been
• 12:31
  shown
• 12:32
  in
• 12:32
  polls
• 12:32
  and
• 12:32
  surveys
• 12:33
  and
• 12:33
  things
• 12:34
  like
• 12:34
  that.
• 12:34
  And
• 12:35
  you
• 12:35
  know,
• 12:36
  where
• 12:36
  people
• 12:36
  will
• 12:36
  tend
• 12:37
  to
• 12:37
  sort
• 12:37
  of,
• 12:37
  for
• 12:37
  instance,
• 12:38
  they'll
• 12:38
  tend
• 12:38
  to,
• 12:39
  in,
• 12:40
  in
• 12:40
  polls,
• 12:40
  they
• 12:41
  will
• 12:41
  tend
• 12:41
  to
• 12:41
  regard
• 12:41
  themselves
• 12:42
  as
• 12:42
  more
• 12:42
  moral
• 12:43
  than
• 12:43
  they
• 12:43
  actually
• 12:43
  are.
• 12:43
  So
• 12:44
  for
• 12:44
  example,
• 12:44
  they'll
• 12:45
  overestimate
• 12:45
  the
• 12:46
  amount
• 12:46
  that
• 12:46
  they
• 12:46
  recycle
• 12:47
  and
• 12:47
  you
• 12:47
  know,
• 12:48
  abide
• 12:48
  by
• 12:49
  the
• 12:49
  law.
• 12:49
  They'll
• 12:50
  also
• 12:50
  underestimate
• 12:51
  safe,
• 12:52
  negative
• 12:52
  things.
• 12:52
  So
• 12:53
  they'll
• 12:53
  underestimate
• 12:54
  how
• 12:55
  much
• 12:55
  they
• 12:55
  are
• 12:56
  addicted
• 12:56
  to
• 12:56
  social
• 12:56
  media.
• 12:57
  For
• 12:57
  example,
• 12:58
  you
• 12:58
  know,
• 12:58
  people
• 12:58
  will
• 12:58
  claim
• 12:59
  that
• 12:59
  they
• 12:59
  only
• 12:59
  use
• 13:00
  social
• 13:00
  media
• 13:00
  for
• 13:00
  say
• 13:00
  three
• 13:01
  hours
• 13:01
  a
• 13:01
  day
• 13:01
  and
• 13:02
  then
• 13:02
  when
• 13:02
  their
• 13:03
  actual
• 13:03
  usage
• 13:03
  is
• 13:03
  measured
• 13:04
  it
• 13:04
  will
• 13:04
  be
• 13:04
  like
• 13:04
  double
• 13:04
  that.
• 13:05
  So,
• 13:05
  you
• 13:05
  know,
• 13:06
  so
• 13:07
  yeah,
• 13:07
  people's
• 13:07
  stated
• 13:08
  preferences
• 13:08
  are
• 13:08
  usually
• 13:09
  different
• 13:09
  from
• 13:10
  their
• 13:10
  reviewer
• 13:10
  preferences.
• 13:11
  And
• 13:11
  a
• 13:11
  large
• 13:11
  part
• 13:11
  of
• 13:11
  this,
• 13:12
  this
• 13:12
  is
• 13:13
  not
• 13:13
  really
• 13:13
  sort
• 13:14
  of
• 13:14
  like
• 13:14
  been
• 13:15
  proven
• 13:15
  beyond
• 13:15
  doubt.
• 13:16
  But
• 13:16
  the
• 13:16
  leading
• 13:17
  psychological
• 13:18
  sort
• 13:18
  of
• 13:18
  theory
• 13:18
  behind
• 13:19
  this
• 13:19
  is
• 13:20
  that
• 13:21
  people
• 13:21
  have
• 13:21
  this
• 13:21
  self
• 13:22
  image
• 13:22
  that
• 13:22
  they
• 13:22
  want
• 13:23
  to
• 13:23
  preserve.
• 13:24
  So
• 13:24
  they
• 13:24
  want
• 13:24
  to
• 13:24
  believe
• 13:26
  that
• 13:26
  they
• 13:26
  are
• 13:27
  better
• 13:27
  than
• 13:27
  they
• 13:27
  actually
• 13:27
  are.
• 13:28
  So
• 13:28
  they'll
• 13:28
  often
• 13:29
  have
• 13:29
  this
• 13:29
  kind
• 13:29
  of
• 13:29
  idealized
• 13:30
  view
• 13:30
  of
• 13:30
  themselves.
• 13:31
  So
• 13:32
  they'll,
• 13:33
  you
• 13:33
  know,
• 13:33
  if
• 13:33
  they
• 13:34
  were
• 13:34
  to
• 13:34
  ask
• 13:35
  an
• 13:35
  embarrassing
• 13:35
  question
• 13:36
  like
• 13:36
  say
• 13:37
  how
• 13:38
  often
• 13:38
  do
• 13:38
  you
• 13:38
  masturbate,
• 13:39
  for
• 13:39
  instance.
• 13:39
  Yeah,
• 13:39
  they
• 13:40
  will,
• 13:40
  they
• 13:41
  will
• 13:41
  sort
• 13:41
  of
• 13:41
  deliberately,
• 13:42
  you
• 13:42
  know,
• 13:42
  lowball
• 13:43
  that
• 13:43
  figure
• 13:43
  because
• 13:43
  they
• 13:43
  don't
• 13:44
  want
• 13:44
  to
• 13:44
  sort
• 13:44
  of.
• 13:45
  And
• 13:45
  this
• 13:45
  is
• 13:45
  even
• 13:45
  if
• 13:46
  the
• 13:46
  interesting
• 13:46
  thing
• 13:47
  is
• 13:47
  this
• 13:47
  is
• 13:47
  even
• 13:47
  if
• 13:48
  the
• 13:48
  data
• 13:48
  is
• 13:48
  anonymous,
• 13:49
  so
• 13:50
  even
• 13:50
  if
• 13:50
  you
• 13:50
  don't
• 13:50
  know
• 13:50
  who
• 13:51
  they
• 13:51
  are,
• 13:51
  they'll
• 13:51
  still
• 13:52
  lowball
• 13:53
  the
• 13:53
  figure
• 13:54
  because
• 13:55
  they
• 13:55
  have
• 13:55
  this
• 13:55
  kind
• 13:55
  of
• 13:55
  view
• 13:56
  that
• 13:56
  they
• 13:56
  don't
• 13:56
  want
• 13:57
  to
• 13:57
  admit
• 13:57
  to
• 13:57
  themselves
• 13:57
  almost
• 13:58
  that
• 13:58
  they
• 13:58
  probably
• 13:59
  masturbate
• 13:59
  more
• 13:59
  than
• 14:00
  they
• 14:00
  actually
• 14:00
  do.
• 14:01
  So
• 14:01
  yeah,
• 14:02
  so
• 14:02
  there
• 14:02
  is
• 14:02
  a
• 14:02
  difference
• 14:04
  between
• 14:04
  revealed
• 14:05
  and
• 14:05
  stated
• 14:05
  preferences.
• 14:07
  Whether
• 14:08
  this
• 14:08
  has
• 14:08
  gotten
• 14:09
  better
• 14:09
  with
• 14:09
  a
• 14:09
  larger
• 14:10
  sample
• 14:10
  size,
• 14:10
  I
• 14:10
  don't
• 14:11
  know.
• 14:12
  Possibly,
• 14:13
  I
• 14:13
  would
• 14:13
  say
• 14:14
  statistically
• 14:14
  probably,
• 14:15
  because
• 14:16
  if
• 14:16
  you
• 14:16
  have
• 14:17
  a
• 14:17
  larger
• 14:17
  sample
• 14:18
  then
• 14:18
  you
• 14:18
  probably
• 14:19
  have
• 14:19
  more
• 14:19
  people
• 14:20
  over
• 14:21
  time
• 14:21
  who
• 14:21
  are
• 14:21
  going
• 14:21
  to
• 14:21
  be
• 14:21
  more
• 14:21
  honest.
• 14:22
  Because
• 14:22
  I
• 14:22
  think
• 14:22
  that
• 14:23
  the
• 14:23
  number
• 14:23
  of
• 14:23
  people
• 14:23
  who
• 14:23
  actually
• 14:24
  give
• 14:24
  inaccurate
• 14:25
  figures
• 14:25
  is
• 14:25
  actually
• 14:26
  not
• 14:26
  the
• 14:26
  majority.
• 14:26
  I
• 14:27
  think
• 14:27
  it's
• 14:27
  actually
• 14:27
  a
• 14:27
  minority.
• 14:28
  I
• 14:28
  think
• 14:28
  most
• 14:28
  people
• 14:29
  probably
• 14:29
  are
• 14:29
  more
• 14:29
  or
• 14:30
  less
• 14:30
  giving
• 14:31
  an
• 14:31
  accurate
• 14:31
  figure.
• 14:32
  And
• 14:32
  so
• 14:32
  if
• 14:32
  you
• 14:32
  have
• 14:33
  a
• 14:33
  larger
• 14:33
  sort
• 14:34
  of
• 14:34
  population
• 14:34
  to
• 14:34
  draw
• 14:35
  from,
• 14:35
  then
• 14:35
  you're
• 14:35
  probably
• 14:36
  going
• 14:36
  to
• 14:36
  have
• 14:36
  a
• 14:36
  better
• 14:36
  sample
• 14:37
  of
• 14:37
  honest
• 14:38
  people.
• 14:38
  But
• 14:38
  I
• 14:38
  think
• 14:39
  there's
• 14:39
  actually
• 14:39
  value
• 14:40
  in
• 14:41
  just
• 14:42
  looking
• 14:42
  at
• 14:42
  people's
• 14:42
  stated
• 14:43
  preferences,
• 14:45
  because
• 14:45
  it
• 14:46
  actually
• 14:46
  tells
• 14:46
  us
• 14:46
  a
• 14:46
  lot
• 14:46
  about
• 14:47
  what
• 14:47
  people
• 14:47
  want
• 14:47
  you
• 14:48
  to
• 14:48
  think
• 14:48
  as
• 14:48
  well,
• 14:48
  which
• 14:48
  also
• 14:49
  tells
• 14:49
  you
• 14:49
  a
• 14:49
  lot.
• 14:49
  About
• 14:49
  their
• 14:50
  actual
• 14:50
  preferences.
• 14:50
  Yeah,
• 14:51
  yeah.
• 14:52
  And
• 14:52
  especially
• 14:52
  in
• 14:53
  a
• 14:53
  world
• 14:53
  now
• 14:53
  where.
• 14:54
  We
• 14:54
  live
• 14:54
  in
• 14:54
  a
• 14:54
  world
• 14:55
  of
• 14:55
  social
• 14:55
  media
• 14:55
  where
• 14:56
  image
• 14:56
  is
• 14:57
  everything,
• 14:57
  you
• 14:57
  know.
• 14:58
  Where
• 14:58
  how
• 14:58
  people
• 14:58
  appear
• 14:59
  is
• 14:59
  just
• 14:59
  as
• 14:59
  important,
• 14:59
  if
• 15:00
  not
• 15:00
  more
• 15:00
  important,
• 15:00
  than
• 15:01
  how
• 15:01
  they
• 15:01
  actually
• 15:01
  are.
• 15:02
  In
• 15:02
  fact,
• 15:03
  you
• 15:03
  know,
• 15:03
  most
• 15:03
  of
• 15:03
  the.
• 15:04
  World
• 15:04
  is
• 15:04
  really
• 15:04
  built
• 15:04
  on
• 15:05
  how
• 15:05
  people
• 15:05
  appear
• 15:05
  nowadays
• 15:06
  because
• 15:07
  everything
• 15:07
  is
• 15:08
  about
• 15:08
  engagement.
• 15:09
  Everything
• 15:09
  is
• 15:09
  about
• 15:10
  sort
• 15:10
  of,
• 15:10
  you
• 15:10
  know,
• 15:11
  sort
• 15:12
  of
• 15:12
  virality
• 15:13
  and
• 15:13
  sort
• 15:13
  of
• 15:14
  how
• 15:15
  people
• 15:15
  appear
• 15:16
  is.
• 15:16
  So
• 15:16
  it's
• 15:17
  more
• 15:17
  important
• 15:17
  than
• 15:18
  it's
• 15:18
  ever
• 15:18
  been
• 15:18
  in
• 15:18
  the
• 15:18
  history
• 15:19
  of
• 15:19
  humanity
• 15:20
  because
• 15:20
  we
• 15:20
  live
• 15:21
  in
• 15:21
  a
• 15:21
  world
• 15:21
  where
• 15:21
  opinions
• 15:22
  now
• 15:23
  matter
• 15:23
  more
• 15:23
  than
• 15:23
  deeds,
• 15:24
  because
• 15:24
  social
• 15:25
  media
• 15:25
  essentially
• 15:26
  has
• 15:26
  created
• 15:26
  a
• 15:26
  world
• 15:27
  where
• 15:28
  opinions
• 15:29
  are
• 15:29
  what
• 15:29
  matter
• 15:29
  is,
• 15:30
  not
• 15:30
  deeds.
• 15:30
  What
• 15:30
  you
• 15:31
  do
• 15:31
  doesn't
• 15:31
  actually
• 15:31
  really
• 15:31
  matter.
• 15:32
  It's
• 15:32
  what
• 15:32
  you
• 15:32
  say,
• 15:33
  because
• 15:33
  that's
• 15:34
  what
• 15:34
  people
• 15:34
  see.
• 15:34
  The
• 15:35
  virtue
• 15:35
  signaling,
• 15:35
  right?
• 15:36
  Yeah,
• 15:36
  virtue
• 15:36
  signaling.
• 15:37
  And
• 15:37
  so
• 15:38
  in
• 15:38
  this
• 15:39
  world
• 15:39
  of
• 15:39
  social
• 15:39
  media
• 15:39
  where
• 15:40
  everything's
• 15:40
  about
• 15:40
  image,
• 15:42
  I
• 15:42
  would
• 15:42
  say
• 15:42
  that
• 15:43
  stated
• 15:43
  preferences
• 15:44
  are
• 15:44
  probably
• 15:44
  more
• 15:44
  important
• 15:45
  now
• 15:45
  than
• 15:45
  actual
• 15:46
  preferences.
• 15:46
  You
• 15:47
  reminded
• 15:47
  me
• 15:47
  of
• 15:48
  a
• 15:48
  rule
• 15:48
  of
• 15:48
  thumb
• 15:49
  that
• 15:49
  was
• 15:49
  floated
• 15:50
  to
• 15:50
  me
• 15:50
  once
• 15:51
  about
• 15:51
  body
• 15:51
  count,
• 15:52
  and
• 15:52
  this
• 15:52
  isn't
• 15:52
  body
• 15:52
  count
• 15:53
  in
• 15:53
  the
• 15:53
  McNamara
• 15:53
  sense.
• 15:54
  This
• 15:54
  is
• 15:54
  body
• 15:54
  current
• 15:55
  in
• 15:55
  the
• 15:55
  sexual
• 15:55
  partner's
• 15:56
  sense
• 15:57
  that.
• 15:57
  I
• 15:57
  think
• 15:57
  if
• 15:57
  you.
• 15:57
  If
• 15:58
  you
• 15:58
  ask
• 15:58
  a
• 15:58
  man,
• 15:59
  you
• 15:59
  need
• 15:59
  to
• 16:00
  subtract
• 16:00
  50%
• 16:01
  from
• 16:01
  the
• 16:01
  number
• 16:01
  he
• 16:02
  gives
• 16:02
  you
• 16:02
  to
• 16:02
  get
• 16:03
  the
• 16:03
  actual
• 16:03
  number.
• 16:03
  And
• 16:03
  if
• 16:03
  you
• 16:03
  ask
• 16:04
  a
• 16:04
  woman,
• 16:04
  you
• 16:04
  need
• 16:04
  to
• 16:04
  add
• 16:04
  50%.
• 16:07
  Yeah,
• 16:07
  yeah,
• 16:08
  that
• 16:08
  sounds
• 16:08
  about
• 16:08
  right.
• 16:08
  Yeah,
• 16:09
  yeah.
• 16:09
  It's
• 16:09
  the
• 16:10
  same
• 16:10
  kind
• 16:10
  of
• 16:10
  thing.
• 16:10
  It's
• 16:10
  like,
• 16:11
  how
• 16:11
  would
• 16:11
  I
• 16:11
  wish
• 16:11
  to
• 16:12
  appear?
• 16:12
  Rather
• 16:12
  than,
• 16:13
  you
• 16:13
  know,
• 16:13
  what
• 16:14
  is
• 16:14
  the.
• 16:14
  What
• 16:15
  is
• 16:15
  the
• 16:15
  revealed
• 16:15
  truth
• 16:16
  about
• 16:16
  this?
• 16:18
  Just
• 16:19
  one
• 16:19
  last.
• 16:20
  One
• 16:20
  last
• 16:20
  callback
• 16:21
  to
• 16:21
  the.
• 16:21
  To
• 16:21
  the
• 16:21
  McNamara
• 16:22
  thing.
• 16:22
  And
• 16:22
  I
• 16:22
  see
• 16:22
  this
• 16:23
  reflected
• 16:23
  in
• 16:23
  business
• 16:24
  as
• 16:24
  well
• 16:24
  as
• 16:24
  in
• 16:25
  social
• 16:25
  media.
• 16:25
  You
• 16:25
  know,
• 16:26
  people
• 16:26
  judge
• 16:27
  you
• 16:27
  not
• 16:27
  by.
• 16:27
  As
• 16:27
  you
• 16:28
  were
• 16:28
  saying,
• 16:28
  if
• 16:29
  they
• 16:29
  have
• 16:29
  the
• 16:29
  opportunity
• 16:30
  to
• 16:30
  see
• 16:30
  what
• 16:30
  you
• 16:30
  do
• 16:30
  rather
• 16:31
  than
• 16:31
  just
• 16:31
  see
• 16:31
  what
• 16:31
  you
• 16:31
  say,
• 16:32
  then
• 16:32
  people
• 16:32
  will
• 16:32
  always
• 16:32
  default
• 16:33
  to
• 16:33
  judging
• 16:33
  you
• 16:33
  by
• 16:34
  what
• 16:34
  you
• 16:34
  do
• 16:34
  rather
• 16:35
  than
• 16:35
  what
• 16:35
  you
• 16:35
  say.
• 16:35
  In
• 16:36
  the
• 16:36
  world
• 16:36
  of
• 16:36
  strategy,
• 16:37
  be
• 16:37
  it
• 16:37
  war
• 16:37
  strategy
• 16:38
  or
• 16:38
  business
• 16:38
  strategy,
• 16:39
  people
• 16:39
  will
• 16:39
  judge
• 16:39
  you
• 16:39
  actually
• 16:39
  by
• 16:40
  what
• 16:40
  you
• 16:40
  measure
• 16:40
  and
• 16:40
  what
• 16:40
  you
• 16:41
  reward
• 16:41
  rather
• 16:42
  than
• 16:42
  what
• 16:42
  you
• 16:42
  say
• 16:43
  the
• 16:43
  overall
• 16:44
  strategy
• 16:44
  is
• 16:44
  so
• 16:45
  the
• 16:45
  flaw,
• 16:45
  from
• 16:45
  my
• 16:45
  perspective
• 16:46
  with
• 16:46
  McNamara,
• 16:47
  is
• 16:48
  you
• 16:48
  say
• 16:48
  the
• 16:48
  objective
• 16:49
  of
• 16:49
  the
• 16:49
  war
• 16:49
  is
• 16:49
  to
• 16:49
  liberate
• 16:50
  Vietnam,
• 16:51
  but
• 16:51
  then
• 16:51
  you
• 16:51
  make
• 16:51
  the
• 16:52
  primary
• 16:52
  metric
• 16:52
  how
• 16:52
  many
• 16:53
  people
• 16:53
  you
• 16:53
  kill,
• 16:54
  right?
• 16:55
  Then
• 16:55
  what
• 16:55
  I
• 16:55
  believe
• 16:56
  is
• 16:56
  you're
• 16:56
  just
• 16:56
  trying
• 16:57
  to
• 16:57
  kill
• 16:57
  as
• 16:57
  many
• 16:57
  people
• 16:57
  as
• 16:57
  possible,
• 16:58
  and
• 16:58
  that's
• 16:59
  your
• 16:59
  true
• 16:59
  objective.
• 16:59
  And
• 17:00
  we
• 17:00
  see
• 17:00
  this
• 17:00
  in
• 17:01
  business
• 17:01
  as
• 17:01
  well.
• 17:01
  Business
• 17:02
  leaders
• 17:02
  can
• 17:02
  come
• 17:02
  up
• 17:03
  with
• 17:03
  a
• 17:03
  very
• 17:05
  rarefied
• 17:06
  altruistic
• 17:07
  win,
• 17:07
  win.
• 17:08
  Everyone's
• 17:08
  their
• 17:09
  metric,
• 17:09
  and
• 17:09
  this
• 17:09
  is
• 17:10
  how
• 17:10
  I
• 17:10
  want
• 17:10
  to
• 17:10
  drive
• 17:10
  the
• 17:10
  department.
• 17:11
  But
• 17:11
  then
• 17:11
  you
• 17:11
  see
• 17:11
  them
• 17:11
  reward
• 17:12
  different
• 17:12
  behavior,
• 17:13
  and
• 17:13
  then
• 17:13
  everyone
• 17:14
  flips
• 17:14
  very
• 17:15
  quickly
• 17:15
  to
• 17:16
  the
• 17:16
  shadow
• 17:17
  objective,
• 17:17
  or
• 17:17
  what
• 17:17
  they
• 17:17
  perceive
• 17:18
  to
• 17:18
  be
• 17:18
  the
• 17:18
  shadow
• 17:18
  objective
• 17:19
  of
• 17:19
  what's
• 17:19
  being
• 17:19
  measured
• 17:19
  and
• 17:20
  rewarded
• 17:20
  underneath.
• 17:20
  I
• 17:21
  think
• 17:21
  you
• 17:21
  bring
• 17:21
  up
• 17:21
  a
• 17:21
  good
• 17:21
  point.
• 17:22
  I
• 17:22
  think.
• 17:23
  I
• 17:23
  think
• 17:23
  you
• 17:23
  touch
• 17:24
  on
• 17:24
  Goodhart's
• 17:24
  law
• 17:25
  here,
• 17:26
  which
• 17:26
  is
• 17:26
  when
• 17:28
  what
• 17:29
  is
• 17:29
  optimized
• 17:29
  for
• 17:30
  is
• 17:30
  actually
• 17:31
  different
• 17:31
  from
• 17:32
  what
• 17:33
  is
• 17:33
  actually
• 17:33
  the
• 17:33
  goal.
• 17:35
  So,
• 17:35
  you
• 17:35
  know,
• 17:36
  Goodhart's
• 17:36
  law
• 17:36
  is
• 17:37
  when
• 17:37
  a
• 17:37
  measure
• 17:37
  becomes
• 17:37
  a
• 17:37
  goal,
• 17:38
  then
• 17:39
  it
• 17:39
  ceases
• 17:39
  to
• 17:39
  become
• 17:39
  a
• 17:40
  good
• 17:40
  measure.
• 17:40
  Right?
• 17:40
  That's
• 17:41
  it.
• 17:41
  Yeah,
• 17:41
  this
• 17:41
  is
• 17:41
  very
• 17:42
  common,
• 17:42
  I
• 17:42
  think.
• 17:43
  And
• 17:43
  there's
• 17:43
  an
• 17:44
  interesting
• 17:44
  story
• 17:44
  from
• 17:45
  sort
• 17:45
  of
• 17:47
  the
• 17:47
  British
• 17:47
  Empire
• 17:48
  when
• 17:48
  they
• 17:48
  were
• 17:48
  in
• 17:48
  India.
• 17:50
  And
• 17:50
  one
• 17:50
  of
• 17:50
  the
• 17:51
  things
• 17:51
  that
• 17:51
  they
• 17:51
  did
• 17:51
  was
• 17:52
  there
• 17:52
  was
• 17:52
  an
• 17:52
  epidemic
• 17:53
  of
• 17:53
  snakes,
• 17:54
  of
• 17:54
  cobras.
• 17:56
  And
• 17:56
  so
• 17:57
  what
• 17:57
  the
• 17:57
  British
• 17:57
  did
• 17:58
  is
• 17:59
  the
• 17:59
  British
• 18:00
  basically
• 18:01
  tried
• 18:01
  to
• 18:02
  sort
• 18:02
  of
• 18:02
  crowdfund
• 18:04
  the
• 18:04
  elimination,
• 18:05
  the
• 18:05
  culling
• 18:06
  of
• 18:06
  these
• 18:06
  snakes
• 18:07
  by
• 18:08
  essentially
• 18:08
  offering
• 18:09
  a
• 18:09
  small
• 18:09
  amount
• 18:10
  of
• 18:10
  money
• 18:10
  for
• 18:10
  each
• 18:11
  dead
• 18:11
  snake.
• 18:12
  So,
• 18:12
  I
• 18:12
  mean,
• 18:12
  you
• 18:12
  know,
• 18:12
  the
• 18:13
  goal
• 18:13
  was
• 18:13
  obviously
• 18:13
  to
• 18:14
  reduce
• 18:14
  the
• 18:15
  snake
• 18:15
  numbers,
• 18:15
  but
• 18:15
  it
• 18:16
  actually
• 18:16
  ended
• 18:16
  up
• 18:17
  increasing
• 18:17
  the
• 18:17
  snake
• 18:18
  numbers
• 18:18
  because
• 18:18
  what
• 18:18
  people
• 18:19
  started
• 18:19
  doing
• 18:19
  is
• 18:20
  they
• 18:20
  realized
• 18:20
  that
• 18:21
  they
• 18:21
  could
• 18:21
  just
• 18:21
  farm
• 18:22
  snakes
• 18:22
  and
• 18:22
  then
• 18:22
  kill
• 18:23
  them
• 18:23
  and
• 18:24
  then
• 18:24
  get
• 18:24
  the
• 18:24
  money
• 18:24
  for
• 18:25
  them.
• 18:26
  And
• 18:26
  so,
• 18:26
  yeah,
• 18:27
  and
• 18:27
  so
• 18:27
  basically
• 18:28
  it
• 18:28
  completely
• 18:28
  backfired.
• 18:29
  And
• 18:29
  this
• 18:29
  is
• 18:29
  known
• 18:30
  as
• 18:30
  the
• 18:30
  cobra
• 18:30
  effect.
• 18:31
  And
• 18:32
  so
• 18:32
  it's
• 18:32
  basically.
• 18:33
  This
• 18:34
  is
• 18:34
  a
• 18:34
  big
• 18:34
  problem
• 18:35
  with
• 18:35
  when
• 18:35
  you
• 18:35
  sort
• 18:36
  of
• 18:36
  incentivize
• 18:37
  the
• 18:37
  wrong
• 18:38
  metrics.
• 18:40
  And
• 18:40
  it's
• 18:41
  a
• 18:41
  very
• 18:41
  common
• 18:41
  thing
• 18:42
  I
• 18:42
  think,
• 18:42
  everywhere
• 18:43
  now,
• 18:43
  because
• 18:44
  it's
• 18:44
  very
• 18:44
  easy
• 18:45
  to
• 18:46
  just
• 18:46
  put
• 18:46
  a
• 18:46
  number
• 18:46
  on
• 18:46
  a
• 18:47
  goal
• 18:47
  and
• 18:47
  just
• 18:47
  say,
• 18:47
  oh,
• 18:47
  you
• 18:48
  know,
• 18:48
  we
• 18:48
  want
• 18:48
  this.
• 18:48
  We
• 18:49
  want
• 18:49
  so.
• 18:49
  And
• 18:49
  so
• 18:50
  we
• 18:51
  want
• 18:51
  this
• 18:51
  target
• 18:51
  to
• 18:51
  be
• 18:52
  reached
• 18:52
  or
• 18:52
  whatever.
• 18:53
  And
• 18:53
  then
• 18:53
  people
• 18:53
  will
• 18:53
  use
• 18:54
  any
• 18:54
  means
• 18:54
  they
• 18:54
  can
• 18:55
  to
• 18:55
  reach
• 18:55
  that
• 18:55
  target.
• 18:55
  And
• 18:56
  that
• 18:56
  will
• 18:56
  often
• 18:57
  involve
• 18:58
  going
• 18:58
  against
• 18:59
  the
• 18:59
  original
• 18:59
  goal.
• 18:59
  We
• 19:00
  see
• 19:00
  it
• 19:00
  sort
• 19:00
  of
• 19:00
  with,
• 19:01
  you
• 19:01
  know,
• 19:01
  you
• 19:02
  see
• 19:02
  everywhere.
• 19:02
  Another
• 19:02
  example
• 19:03
  would
• 19:03
  be
• 19:03
  social
• 19:03
  media.
• 19:04
  So
• 19:05
  when
• 19:06
  your
• 19:06
  number
• 19:06
  of
• 19:06
  followers,
• 19:07
  for
• 19:07
  example,
• 19:08
  became
• 19:08
  a
• 19:09
  good
• 19:09
  metric
• 19:09
  of
• 19:09
  your
• 19:09
  sort
• 19:10
  of
• 19:10
  social
• 19:11
  standing,
• 19:11
  your
• 19:12
  social
• 19:12
  status,
• 19:13
  you
• 19:13
  immediately
• 19:14
  got
• 19:14
  all
• 19:14
  these
• 19:14
  businesses
• 19:15
  opening
• 19:15
  up,
• 19:15
  which
• 19:15
  would
• 19:16
  basically
• 19:16
  give
• 19:16
  you
• 19:16
  loads
• 19:16
  of
• 19:17
  fake
• 19:17
  followers,
• 19:17
  you
• 19:18
  know,
• 19:18
  so
• 19:18
  you
• 19:18
  could
• 19:18
  buy
• 19:19
  followers,
• 19:19
  basically.
• 19:20
  And
• 19:20
  now
• 19:20
  you
• 19:21
  know,
• 19:21
  if
• 19:21
  you
• 19:21
  look
• 19:21
  online,
• 19:22
  you've
• 19:22
  got
• 19:22
  all
• 19:22
  these
• 19:23
  people
• 19:23
  who've
• 19:23
  got
• 19:23
  huge
• 19:24
  followings
• 19:25
  that
• 19:25
  they
• 19:25
  didn't
• 19:25
  earn.
• 19:26
  They
• 19:26
  just
• 19:26
  basically,
• 19:26
  you
• 19:27
  know,
• 19:27
  they
• 19:27
  just
• 19:27
  bought
• 19:27
  these
• 19:27
  followers.
• 19:28
  And
• 19:28
  so
• 19:28
  now
• 19:29
  the
• 19:29
  metric,
• 19:29
  the
• 19:29
  original
• 19:30
  measure,
• 19:31
  has
• 19:31
  ceased
• 19:31
  to
• 19:31
  be
• 19:32
  valuable.
• 19:32
  So
• 19:32
  now
• 19:32
  it
• 19:32
  doesn't
• 19:33
  really
• 19:33
  matter
• 19:33
  how
• 19:33
  many
• 19:33
  followers
• 19:34
  you
• 19:34
  have
• 19:34
  on
• 19:34
  on
• 19:34
  social
• 19:34
  media
• 19:35
  now
• 19:35
  because
• 19:36
  people
• 19:36
  can
• 19:36
  buy
• 19:36
  it.
• 19:36
  So
• 19:37
  now
• 19:37
  the
• 19:37
  new
• 19:37
  metric
• 19:37
  is
• 19:38
  is
• 19:38
  your
• 19:38
  engagement
• 19:39
  so
• 19:39
  how
• 19:39
  many
• 19:40
  likes
• 19:40
  and.
• 19:40
  Retweets
• 19:41
  you
• 19:41
  have
• 19:41
  on
• 19:41
  your
• 19:41
  your
• 19:41
  things.
• 19:42
  Because
• 19:42
  that
• 19:42
  can't
• 19:42
  be
• 19:42
  as
• 19:42
  easily
• 19:43
  game.
• 19:43
  CEOs
• 19:44
  if
• 19:44
  you're
• 19:44
  still
• 19:44
  making
• 19:45
  big
• 19:45
  decisions
• 19:46
  based
• 19:46
  on
• 19:46
  outdated
• 19:47
  dashboard,
• 19:48
  conflicting
• 19:48
  numbers
• 19:49
  and
• 19:49
  manual
• 19:49
  reports,
• 19:50
  then
• 19:50
  you're
• 19:50
  not
• 19:50
  leading
• 19:50
  with
• 19:51
  confidence.
• 19:51
  You're
• 19:51
  not
• 19:51
  alone.
• 19:52
  Most
• 19:52
  5
• 19:52
  million
• 19:53
  plus
• 19:53
  businesses
• 19:54
  have
• 19:54
  this
• 19:54
  exact
• 19:55
  struggle
• 19:55
  and
• 19:56
  your
• 19:56
  tech
• 19:56
  stack
• 19:56
  and
• 19:57
  platforms
• 19:57
  feel
• 19:58
  like
• 19:58
  they're
• 19:58
  duct
• 19:58
  taped
• 19:59
  together
• 19:59
  worse
• 20:00
  every
• 20:00
  week
• 20:00
  that
• 20:00
  goes
• 20:00
  by.
• 20:01
  You're
• 20:01
  still
• 20:01
  flying
• 20:01
  blind.
• 20:02
  And
• 20:02
  if
• 20:03
  AI
• 20:03
  is
• 20:03
  part
• 20:03
  of
• 20:03
  your
• 20:03
  roadmap,
• 20:04
  well
• 20:04
  you
• 20:05
  can
• 20:05
  forget
• 20:05
  about
• 20:05
  it.
• 20:05
  Because
• 20:06
  clean
• 20:06
  connected
• 20:06
  data
• 20:07
  is
• 20:07
  step
• 20:07
  one.
• 20:08
  So
• 20:08
  you're
• 20:08
  still
• 20:08
  in
• 20:09
  the
• 20:09
  starting
• 20:09
  box
• 20:09
  while
• 20:10
  others
• 20:10
  are
• 20:10
  running
• 20:10
  ahead
• 20:10
  of
• 20:11
  you.
• 20:11
  That's
• 20:11
  why
• 20:11
  we
• 20:12
  created
• 20:12
  the
• 20:12
  free
• 20:13
  five
• 20:13
  Minute
• 20:13
  Data
• 20:13
  Maturity
• 20:14
  Assessment.
• 20:15
  It's
• 20:15
  fast,
• 20:15
  it's
• 20:16
  free,
• 20:16
  and
• 20:16
  it
• 20:17
  shows
• 20:17
  you
• 20:17
  where
• 20:17
  your
• 20:17
  business
• 20:18
  stands
• 20:18
  and
• 20:18
  what's
• 20:19
  holding
• 20:19
  you
• 20:19
  back.
• 20:19
  You'll
• 20:20
  walk
• 20:20
  away
• 20:20
  with
• 20:20
  a
• 20:20
  clear
• 20:20
  score,
• 20:21
  a
• 20:21
  snapshot
• 20:22
  of
• 20:22
  your
• 20:22
  current
• 20:22
  systems,
• 20:23
  and
• 20:23
  insight
• 20:24
  into
• 20:24
  what
• 20:24
  it'll
• 20:24
  take
• 20:25
  to
• 20:25
  build.
• 20:25
  A
• 20:25
  data
• 20:26
  infrastructure
• 20:26
  to
• 20:26
  support
• 20:27
  your
• 20:27
  ambition.
• 20:27
  It's
• 20:28
  the
• 20:28
  same
• 20:28
  approach
• 20:28
  I've
• 20:29
  used
• 20:29
  inside
• 20:29
  global
• 20:29
  firms
• 20:30
  like
• 20:30
  Capital
• 20:30
  One,
• 20:31
  IBM
• 20:31
  and
• 20:31
  Accenture,
• 20:32
  and
• 20:33
  now
• 20:33
  it's
• 20:33
  adapted
• 20:33
  for
• 20:34
  fast
• 20:34
  scaling
• 20:34
  businesses
• 20:35
  like
• 20:35
  yours.
• 20:36
  We've
• 20:36
  helped
• 20:36
  executive
• 20:36
  teams
• 20:37
  gain
• 20:37
  clarity,
• 20:38
  reduce
• 20:38
  friction,
• 20:39
  and
• 20:39
  make
• 20:40
  better
• 20:40
  decisions
• 20:40
  with
• 20:41
  the
• 20:41
  data
• 20:41
  they
• 20:41
  already
• 20:41
  have.
• 20:42
  No
• 20:42
  joint
• 20:42
  software
• 20:43
  overhaul,
• 20:43
  no
• 20:44
  disruption
• 20:44
  to
• 20:44
  your
• 20:44
  team,
• 20:45
  no
• 20:45
  data
• 20:46
  science
• 20:46
  degree
• 20:46
  required.
• 20:47
  Also
• 20:48
  no
• 20:48
  magic
• 20:49
  wand
• 20:49
  apps
• 20:49
  that
• 20:50
  are
• 20:50
  too
• 20:50
  good
• 20:50
  to
• 20:50
  be
• 20:50
  true
• 20:51
  and
• 20:51
  sell
• 20:51
  a
• 20:52
  dream
• 20:52
  that
• 20:52
  is
• 20:52
  effectively
• 20:53
  only
• 20:53
  papering
• 20:53
  over
• 20:54
  the
• 20:54
  cracks
• 20:54
  of
• 20:55
  structural
• 20:55
  data
• 20:55
  issues.
• 20:56
  This
• 20:56
  is
• 20:56
  about
• 20:57
  giving
• 20:57
  CEOs
• 20:57
  real
• 20:58
  visibility
• 20:59
  and
• 20:59
  helping
• 20:59
  you
• 20:59
  lead
• 21:00
  with
• 21:00
  facts,
• 21:00
  not
• 21:01
  friction.
• 21:01
  So
• 21:01
  if
• 21:01
  you're
• 21:02
  ready
• 21:02
  to
• 21:02
  stop
• 21:02
  guessing
• 21:03
  and
• 21:03
  start
• 21:03
  leading
• 21:04
  with
• 21:04
  real
• 21:04
  data
• 21:04
  quality
• 21:05
  clarity,
• 21:05
  take
• 21:05
  our
• 21:06
  free
• 21:06
  assessment.
• 21:07
  It
• 21:07
  only
• 21:07
  takes
• 21:07
  five
• 21:07
  minutes.
• 21:08
  You'll
• 21:08
  get
• 21:08
  immediate
• 21:09
  insight
• 21:09
  on
• 21:09
  your
• 21:09
  current
• 21:10
  maturity
• 21:10
  and
• 21:11
  just
• 21:11
  what's
• 21:11
  possible
• 21:11
  next.
• 21:12
  Click
• 21:12
  below
• 21:12
  to
• 21:13
  get
• 21:13
  started.
• 21:13
  You've
• 21:14
  scaled
• 21:14
  your
• 21:14
  sales,
• 21:15
  your
• 21:15
  operations,
• 21:16
  your
• 21:16
  sales
• 21:16
  team.
• 21:17
  Now
• 21:17
  it's
• 21:18
  time
• 21:18
  to
• 21:18
  scale
• 21:18
  your
• 21:18
  data.
• 21:19
  I've
• 21:19
  led
• 21:19
  data
• 21:19
  transformations
• 21:20
  for
• 21:20
  some
• 21:20
  of
• 21:20
  the
• 21:20
  world's
• 21:21
  most
• 21:21
  complex
• 21:21
  companies
• 21:22
  and
• 21:22
  Now
• 21:23
  I
• 21:23
  help
• 21:23
  CEOs
• 21:24
  and
• 21:24
  leadership
• 21:24
  teams
• 21:25
  just
• 21:25
  like
• 21:25
  yours
• 21:26
  turn
• 21:26
  data
• 21:26
  into
• 21:27
  a
• 21:27
  real
• 21:27
  advantage.
• 21:28
  Let's
• 21:28
  get
• 21:29
  started.
• 21:29
  I
• 21:29
  have
• 21:30
  heard
• 21:30
  that
• 21:30
  likes
• 21:30
  are
• 21:30
  available
• 21:30
  for
• 21:31
  purchase
• 21:31
  on
• 21:31
  Fiverr
• 21:32
  also.
• 21:32
  So,
• 21:33
  you
• 21:33
  know,
• 21:33
  I
• 21:33
  have
• 21:33
  some.
• 21:34
  I
• 21:34
  still
• 21:34
  have
• 21:34
  some
• 21:35
  questions
• 21:35
  about
• 21:35
  that,
• 21:36
  and
• 21:38
  Views
• 21:38
  is
• 21:38
  the
• 21:38
  interesting
• 21:39
  one
• 21:39
  for
• 21:39
  me.
• 21:39
  So
• 21:40
  I've
• 21:41
  been
• 21:41
  involved
• 21:41
  and
• 21:41
  worked
• 21:42
  in
• 21:42
  partnership
• 21:43
  with
• 21:43
  many
• 21:43
  marketing
• 21:43
  communications
• 21:44
  departments
• 21:45
  across
• 21:45
  my
• 21:45
  time.
• 21:46
  And
• 21:46
  I
• 21:46
  think
• 21:46
  10
• 21:46
  years
• 21:47
  ago,
• 21:48
  maybe
• 21:48
  Views
• 21:49
  was
• 21:49
  the
• 21:49
  gold
• 21:49
  standard
• 21:49
  of
• 21:50
  metric.
• 21:50
  Like
• 21:50
  how
• 21:50
  many
• 21:50
  people
• 21:50
  have
• 21:51
  looked
• 21:51
  at
• 21:51
  the
• 21:52
  press
• 21:53
  release
• 21:53
  or
• 21:53
  the
• 21:53
  article
• 21:53
  or
• 21:54
  whatever
• 21:54
  it
• 21:54
  might
• 21:54
  be
• 21:54
  that
• 21:55
  we've
• 21:55
  put
• 21:55
  out,
• 21:56
  how
• 21:56
  many
• 21:56
  people
• 21:56
  have
• 21:57
  looked
• 21:57
  at
• 21:58
  it.
• 21:58
  But
• 21:58
  again,
• 21:58
  similar
• 21:59
  to
• 21:59
  sentiment
• 21:59
  analysis,
• 22:00
  many
• 22:00
  things
• 22:00
  have
• 22:00
  evolved
• 22:01
  since
• 22:01
  then,
• 22:02
  and
• 22:02
  the
• 22:03
  content
• 22:03
  algorithms
• 22:04
  have
• 22:04
  actually
• 22:04
  got
• 22:04
  a
• 22:04
  lot
• 22:04
  better
• 22:05
  at
• 22:05
  serving
• 22:05
  content
• 22:06
  aligned
• 22:07
  with
• 22:07
  people's
• 22:08
  interests.
• 22:09
  And
• 22:11
  I
• 22:11
  had
• 22:11
  the
• 22:11
  good
• 22:11
  fortune
• 22:12
  of
• 22:12
  getting
• 22:12
  to
• 22:12
  spend
• 22:12
  a
• 22:13
  little
• 22:13
  bit
• 22:13
  of
• 22:13
  time
• 22:13
  with
• 22:13
  Alex
• 22:13
  Hormozi
• 22:14
  last
• 22:14
  week,
• 22:15
  of
• 22:15
  all
• 22:15
  people,
• 22:15
  and
• 22:16
  he
• 22:16
  was
• 22:16
  talking
• 22:16
  about
• 22:17
  his
• 22:18
  secret
• 22:18
  fascination
• 22:19
  with
• 22:19
  the
• 22:19
  shaping
• 22:20
  of
• 22:20
  metal.
• 22:21
  And
• 22:21
  he
• 22:21
  said,
• 22:21
  these
• 22:22
  Instagram
• 22:23
  accounts
• 22:23
  out
• 22:23
  there
• 22:23
  that
• 22:23
  might
• 22:24
  have
• 22:25
  50,
• 22:26
  100
• 22:26
  followers,
• 22:26
  and
• 22:27
  he's
• 22:27
  sitting
• 22:27
  there
• 22:27
  on
• 22:27
  like,
• 22:27
  3.5
• 22:28
  million
• 22:28
  or
• 22:28
  whatever
• 22:29
  is
• 22:29
  that
• 22:29
  he's
• 22:29
  on.
• 22:30
  But
• 22:30
  his
• 22:30
  feed
• 22:30
  is
• 22:31
  reliably
• 22:31
  full
• 22:31
  of
• 22:31
  people
• 22:32
  working
• 22:32
  with
• 22:32
  metal
• 22:33
  because
• 22:33
  the
• 22:34
  algorithm
• 22:34
  has
• 22:34
  learned
• 22:35
  that
• 22:36
  that's
• 22:36
  what
• 22:36
  he's
• 22:37
  interested
• 22:37
  in.
• 22:37
  So
• 22:38
  now
• 22:38
  he
• 22:38
  was
• 22:39
  talking
• 22:39
  about
• 22:39
  how
• 22:39
  he
• 22:39
  shifted
• 22:40
  a
• 22:40
  lot
• 22:40
  of
• 22:40
  his
• 22:40
  company's
• 22:41
  marketing
• 22:41
  to
• 22:42
  be
• 22:42
  about
• 22:42
  attracting
• 22:42
  people
• 22:43
  of
• 22:43
  the
• 22:43
  right
• 22:43
  interest.
• 22:44
  So
• 22:44
  Views,
• 22:45
  which
• 22:45
  used
• 22:45
  to
• 22:45
  be
• 22:45
  a
• 22:46
  kind
• 22:46
  of,
• 22:47
  maybe
• 22:47
  a
• 22:48
  stretch,
• 22:48
  you
• 22:48
  could
• 22:48
  use
• 22:48
  it
• 22:48
  as
• 22:49
  a
• 22:49
  metric,
• 22:49
  I
• 22:49
  would
• 22:49
  now
• 22:49
  argue,
• 22:50
  is
• 22:50
  completely
• 22:51
  dead
• 22:51
  as
• 22:51
  a
• 22:51
  metric.
• 22:51
  And
• 22:52
  it's
• 22:52
  more
• 22:52
  about
• 22:53
  getting
• 22:53
  your
• 22:53
  content
• 22:54
  or
• 22:54
  your
• 22:54
  message
• 22:55
  in
• 22:55
  front
• 22:55
  of
• 22:55
  the
• 22:55
  right
• 22:55
  people
• 22:56
  at
• 22:56
  the
• 22:56
  right
• 22:57
  time.
• 22:57
  And
• 22:57
  you
• 22:57
  can
• 22:58
  build
• 22:58
  a
• 22:58
  business
• 22:59
  off
• 22:59
  of
• 22:59
  pieces
• 22:59
  of
• 22:59
  content
• 23:00
  that
• 23:00
  get
• 23:00
  10
• 23:00
  views.
• 23:01
  But
• 23:01
  if
• 23:01
  it's
• 23:01
  the
• 23:01
  10
• 23:02
  right
• 23:02
  people,
• 23:02
  then
• 23:02
  you're
• 23:02
  flying,
• 23:03
  right?
• 23:03
  Yeah,
• 23:04
  yeah.
• 23:04
  I
• 23:04
  think
• 23:05
  this
• 23:05
  is
• 23:05
  why.
• 23:06
  So
• 23:06
  Twitter
• 23:07
  has
• 23:07
  been
• 23:07
  so
• 23:08
  valuable,
• 23:08
  because
• 23:08
  when
• 23:08
  you
• 23:08
  look
• 23:09
  at
• 23:09
  the
• 23:09
  actual
• 23:09
  numbers,
• 23:10
  Twitter
• 23:11
  actually
• 23:11
  is
• 23:12
  tiny
• 23:12
  compared
• 23:13
  to,
• 23:13
  say,
• 23:13
  Facebook
• 23:13
  or
• 23:14
  TikTok
• 23:14
  or
• 23:14
  YouTube
• 23:15
  or
• 23:15
  some
• 23:15
  of
• 23:15
  the
• 23:15
  other
• 23:15
  social
• 23:15
  media
• 23:16
  websites.
• 23:17
  Instagram,
• 23:17
  for
• 23:18
  example.
• 23:18
  So
• 23:19
  on
• 23:19
  paper,
• 23:20
  it
• 23:20
  doesn't
• 23:21
  really
• 23:21
  seem
• 23:21
  to
• 23:21
  be
• 23:21
  a
• 23:21
  very
• 23:22
  powerful
• 23:22
  social
• 23:22
  media
• 23:23
  platform.
• 23:24
  But
• 23:24
  in
• 23:24
  terms
• 23:24
  of
• 23:25
  influence,
• 23:25
  Twitter
• 23:26
  is
• 23:26
  actually
• 23:26
  probably
• 23:27
  higher
• 23:27
  than
• 23:27
  all
• 23:28
  of
• 23:28
  those
• 23:29
  because
• 23:29
  you
• 23:29
  have.
• 23:30
  It's
• 23:30
  not
• 23:30
  the
• 23:30
  quantity
• 23:31
  of
• 23:31
  people
• 23:31
  using
• 23:32
  it,
• 23:32
  it's
• 23:32
  the
• 23:32
  quality.
• 23:33
  You
• 23:33
  have
• 23:33
  a
• 23:33
  lot
• 23:33
  of
• 23:33
  celebrities,
• 23:34
  you
• 23:34
  have
• 23:34
  a
• 23:34
  lot
• 23:34
  of
• 23:35
  politicians,
• 23:36
  you
• 23:36
  have.
• 23:36
  A
• 23:36
  lot
• 23:36
  of
• 23:36
  highly
• 23:37
  influential
• 23:37
  people
• 23:37
  using
• 23:38
  Twitter.
• 23:39
  And
• 23:39
  so
• 23:39
  even
• 23:39
  though
• 23:39
  it's
• 23:40
  got
• 23:40
  a
• 23:40
  smaller
• 23:40
  user
• 23:41
  base
• 23:41
  overall,
• 23:42
  the
• 23:43
  users,
• 23:43
  the
• 23:43
  specific
• 23:44
  users
• 23:44
  that
• 23:44
  it
• 23:44
  has
• 23:45
  make
• 23:45
  it
• 23:45
  much
• 23:46
  more
• 23:46
  influential.
• 23:48
  And
• 23:48
  this
• 23:48
  is
• 23:48
  why
• 23:49
  sort
• 23:49
  of,
• 23:49
  I
• 23:49
  mean,
• 23:49
  I
• 23:50
  owe
• 23:51
  my
• 23:51
  career
• 23:52
  as
• 23:52
  a
• 23:52
  writer
• 23:52
  to
• 23:53
  Twitter.
• 23:53
  It
• 23:54
  was
• 23:54
  on
• 23:54
  Twitter
• 23:54
  that
• 23:54
  I
• 23:54
  blew
• 23:55
  up
• 23:55
  and
• 23:55
  sort
• 23:55
  of
• 23:56
  went
• 23:56
  viral.
• 23:57
  You
• 23:57
  know,
• 23:57
  this
• 23:58
  was
• 23:58
  just
• 23:58
  before
• 23:58
  the
• 23:58
  Pandemic.
• 23:58
  The
• 23:59
  mega
• 23:59
  threads,
• 23:59
  right?
• 24:00
  Yeah,
• 24:00
  the
• 24:00
  mega
• 24:00
  threads.
• 24:00
  Yeah,
• 24:01
  that's
• 24:01
  right.
• 24:01
  And
• 24:03
  this
• 24:03
  was
• 24:03
  because
• 24:04
  even
• 24:04
  though
• 24:05
  I
• 24:05
  didn't
• 24:05
  have
• 24:05
  a
• 24:05
  huge
• 24:05
  audience,
• 24:06
  I
• 24:06
  had
• 24:06
  a
• 24:07
  pretty
• 24:07
  influential
• 24:08
  audience.
• 24:09
  I
• 24:09
  had
• 24:09
  a
• 24:09
  lot
• 24:09
  of
• 24:10
  Silicon
• 24:10
  Valley
• 24:11
  people.
• 24:11
  Like
• 24:12
  I
• 24:12
  had
• 24:12
  Paul
• 24:12
  Graham,
• 24:12
  for
• 24:12
  instance,
• 24:13
  following
• 24:13
  me,
• 24:14
  and
• 24:14
  he
• 24:14
  was
• 24:14
  one
• 24:14
  of
• 24:15
  the
• 24:15
  people
• 24:15
  that
• 24:15
  retweeted
• 24:16
  one
• 24:16
  of
• 24:16
  my
• 24:16
  first
• 24:16
  mega
• 24:17
  threads,
• 24:17
  in
• 24:17
  fact.
• 24:17
  Yeah,
• 24:18
  he
• 24:18
  was
• 24:18
  the
• 24:18
  guy
• 24:18
  who
• 24:19
  retweeted
• 24:19
  my
• 24:19
  first
• 24:19
  mega
• 24:20
  thread
• 24:20
  and
• 24:20
  blew
• 24:21
  up
• 24:21
  as
• 24:21
  a
• 24:21
  result
• 24:21
  of
• 24:21
  that.
• 24:22
  And
• 24:23
  a
• 24:23
  few
• 24:23
  of
• 24:23
  the
• 24:24
  people,
• 24:24
  you
• 24:24
  know,
• 24:24
  sort
• 24:24
  of
• 24:25
  retweeted
• 24:25
  it
• 24:25
  as
• 24:25
  well.
• 24:25
  I've
• 24:25
  had,
• 24:26
  like,
• 24:26
  Naval
• 24:26
  Ravikant
• 24:27
  retweet
• 24:27
  my
• 24:28
  stuff.
• 24:28
  And
• 24:28
  because
• 24:28
  of
• 24:28
  that,
• 24:29
  because
• 24:29
  these
• 24:29
  highly
• 24:30
  influential
• 24:30
  people
• 24:30
  have
• 24:31
  retweeted
• 24:31
  my
• 24:31
  work,
• 24:32
  that's
• 24:33
  given
• 24:33
  me
• 24:33
  this
• 24:33
  much
• 24:34
  bigger
• 24:34
  platform
• 24:34
  than.
• 24:35
  I
• 24:35
  would
• 24:35
  have
• 24:35
  had.
• 24:35
  Shelly,
• 24:36
  from
• 24:36
  just
• 24:36
  looking
• 24:36
  at
• 24:36
  the
• 24:36
  numbers,
• 24:37
  because
• 24:37
  I
• 24:37
  didn't
• 24:37
  have
• 24:37
  a
• 24:38
  big
• 24:38
  following,
• 24:38
  I
• 24:38
  really
• 24:39
  originally
• 24:39
  had
• 24:40
  like,
• 24:40
  about
• 24:40
  15,000
• 24:41
  followers,
• 24:41
  which
• 24:42
  isn't
• 24:42
  much
• 24:42
  on
• 24:42
  Twitter.
• 24:44
  But
• 24:44
  from.
• 24:45
  From
• 24:45
  the
• 24:45
  quality
• 24:46
  of
• 24:46
  the
• 24:46
  followers
• 24:46
  that
• 24:46
  I
• 24:46
  had,
• 24:47
  mainly
• 24:47
  Silicon
• 24:47
  Valley
• 24:48
  people,
• 24:49
  I
• 24:49
  was
• 24:49
  able
• 24:50
  to
• 24:50
  sort
• 24:50
  of
• 24:51
  amplify
• 24:51
  that
• 24:52
  massively.
• 24:53
  And
• 24:54
  so.
• 24:54
  Yeah,
• 24:54
  so
• 24:55
  I
• 24:55
  think
• 24:56
  you're
• 24:56
  dead
• 24:56
  on
• 24:57
  with
• 24:57
  your
• 24:57
  point,
• 24:57
  which
• 24:57
  is
• 24:58
  that
• 24:58
  the
• 24:59
  quantity
• 25:00
  is
• 25:01
  not
• 25:01
  as
• 25:01
  important
• 25:01
  as
• 25:01
  the
• 25:01
  quality.
• 25:02
  A
• 25:02
  lot
• 25:02
  of
• 25:02
  the
• 25:03
  time
• 25:03
  when
• 25:03
  you're
• 25:03
  dealing
• 25:03
  with
• 25:04
  social
• 25:04
  media
• 25:04
  and
• 25:05
  you
• 25:05
  didn't.
• 25:05
  Buy
• 25:05
  a
• 25:05
  single
• 25:05
  one
• 25:05
  of
• 25:06
  them,
• 25:06
  I'm
• 25:06
  sure.
• 25:08
  Fortunately
• 25:09
  not,
• 25:09
  no.
• 25:09
  And
• 25:09
  the.
• 25:11
  That's
• 25:12
  your
• 25:12
  stated
• 25:13
  reference,
• 25:14
  I'm
• 25:14
  sure,
• 25:14
  the
• 25:15
  revealed
• 25:15
  one
• 25:15
  as
• 25:15
  well.
• 25:15
  But
• 25:16
  like,
• 25:16
  on
• 25:16
  your
• 25:16
  point,
• 25:19
  I
• 25:19
  saw
• 25:19
  a
• 25:19
  fun
• 25:19
  story
• 25:20
  last
• 25:20
  week,
• 25:20
  and
• 25:21
  again,
• 25:21
  this
• 25:21
  is
• 25:21
  the
• 25:21
  Internet
• 25:22
  and
• 25:22
  it's
• 25:22
  Twitter
• 25:22
  or
• 25:22
  Instagram,
• 25:23
  so
• 25:23
  please,
• 25:23
  like,
• 25:24
  take
• 25:24
  it
• 25:24
  with
• 25:24
  a
• 25:24
  pinch
• 25:24
  of
• 25:24
  salt.
• 25:25
  And
• 25:25
  it
• 25:25
  was
• 25:25
  during
• 25:25
  the,
• 25:26
  The.
• 25:27
  The
• 25:27
  falling
• 25:28
  out
• 25:28
  between
• 25:28
  Elon
• 25:29
  and
• 25:29
  Trump.
• 25:30
  And
• 25:30
  then
• 25:30
  there
• 25:30
  was
• 25:30
  somebody
• 25:31
  who,
• 25:31
  who
• 25:31
  just.
• 25:32
  Who
• 25:32
  sent
• 25:32
  an
• 25:33
  app
• 25:33
  message
• 25:33
  to
• 25:33
  Elon,
• 25:34
  basically
• 25:34
  saying,
• 25:34
  oh,
• 25:34
  just
• 25:34
  take
• 25:35
  a
• 25:35
  breath
• 25:35
  and
• 25:35
  calm
• 25:36
  down.
• 25:36
  And
• 25:37
  Elon
• 25:37
  responded
• 25:37
  to
• 25:38
  him
• 25:38
  and
• 25:38
  said,
• 25:38
  actually,
• 25:39
  do
• 25:39
  you
• 25:39
  know
• 25:39
  what,
• 25:39
  you're
• 25:39
  right,
• 25:39
  we're
• 25:40
  going
• 25:40
  to
• 25:40
  take
• 25:40
  a
• 25:40
  step
• 25:40
  back.
• 25:41
  Whatever
• 25:41
  else.
• 25:42
  And
• 25:42
  Elon
• 25:42
  replied,
• 25:43
  yeah,
• 25:43
  and
• 25:43
  then.
• 25:43
  And
• 25:43
  then
• 25:44
  someone
• 25:44
  replied
• 25:44
  and
• 25:44
  said,
• 25:45
  oh,
• 25:45
  someone
• 25:46
  reposted
• 25:47
  the
• 25:47
  tweet
• 25:47
  and
• 25:47
  said,
• 25:47
  did
• 25:48
  someone
• 25:48
  with
• 25:48
  17
• 25:49
  followers
• 25:49
  just
• 25:49
  save
• 25:49
  the
• 25:49
  space
• 25:50
  program?
• 25:52
  That.
• 25:52
  That
• 25:53
  kind
• 25:53
  of
• 25:53
  talks
• 25:53
  to
• 25:54
  your.
• 25:54
  Yeah.
• 25:55
  And
• 25:55
  this
• 25:55
  is
• 25:55
  the
• 25:55
  value.
• 25:55
  I
• 25:56
  mean,
• 25:56
  this
• 25:56
  is
• 25:56
  why
• 25:56
  X,
• 25:56
  even
• 25:57
  though
• 25:57
  I
• 25:57
  think
• 25:58
  X
• 25:58
  has
• 25:58
  lost
• 25:58
  a
• 25:59
  bit
• 25:59
  of
• 25:59
  value
• 25:59
  since
• 25:59
  Elon
• 26:00
  has
• 26:00
  taken
• 26:00
  charge.
• 26:01
  I
• 26:01
  think
• 26:01
  he's
• 26:01
  lost
• 26:01
  about
• 26:01
  80%
• 26:02
  of
• 26:02
  his
• 26:02
  value.
• 26:03
  But
• 26:04
  it's
• 26:04
  still
• 26:04
  valuable
• 26:05
  in
• 26:05
  the
• 26:05
  sense
• 26:05
  that
• 26:05
  an
• 26:06
  ordinary
• 26:06
  person
• 26:07
  can
• 26:08
  sort
• 26:08
  of
• 26:08
  just
• 26:09
  interact
• 26:10
  with
• 26:10
  a
• 26:10
  celebrity
• 26:11
  or
• 26:11
  a
• 26:11
  highly
• 26:11
  influential
• 26:12
  person
• 26:12
  like
• 26:12
  Elon,
• 26:13
  for
• 26:13
  instance,
• 26:14
  you
• 26:14
  know,
• 26:14
  and
• 26:14
  it's
• 26:15
  just
• 26:15
  like,
• 26:15
  so
• 26:16
  casual.
• 26:17
  And
• 26:17
  this
• 26:17
  was
• 26:17
  one
• 26:17
  of
• 26:17
  the
• 26:17
  things
• 26:18
  that
• 26:18
  sort
• 26:18
  of
• 26:18
  drew
• 26:18
  me
• 26:18
  to,
• 26:19
  To.
• 26:19
  To
• 26:20
  Twitter,
• 26:20
  as
• 26:20
  it
• 26:20
  was
• 26:20
  known
• 26:21
  back
• 26:21
  then,
• 26:22
  where
• 26:22
  I
• 26:23
  would
• 26:23
  be,
• 26:23
  you
• 26:23
  know,
• 26:24
  I
• 26:24
  would
• 26:24
  only
• 26:24
  have
• 26:24
  like,
• 26:25
  you
• 26:25
  know,
• 26:25
  a
• 26:25
  few
• 26:25
  thousand
• 26:26
  followers
• 26:26
  and
• 26:26
  I'd
• 26:26
  be
• 26:26
  interacting
• 26:27
  with,
• 26:27
  you
• 26:28
  know,
• 26:28
  some
• 26:28
  of
• 26:28
  the
• 26:29
  most
• 26:29
  famous
• 26:30
  people
• 26:30
  on
• 26:30
  the
• 26:30
  planet,
• 26:30
  you
• 26:30
  know,
• 26:31
  just
• 26:31
  in
• 26:31
  a
• 26:31
  casual
• 26:32
  conversation.
• 26:33
  And
• 26:33
  it's,
• 26:33
  it
• 26:34
  was
• 26:34
  a.
• 26:35
  I
• 26:35
  think
• 26:35
  that's
• 26:35
  what
• 26:36
  really
• 26:36
  helped
• 26:36
  to
• 26:36
  Twitter
• 26:37
  to
• 26:37
  sort
• 26:37
  of
• 26:38
  distinguish
• 26:38
  itself
• 26:39
  as
• 26:39
  like
• 26:39
  the
• 26:39
  most
• 26:39
  influential
• 26:40
  of
• 26:40
  the
• 26:40
  social
• 26:40
  media
• 26:41
  platforms,
• 26:41
  despite
• 26:41
  being
• 26:42
  one
• 26:42
  of
• 26:42
  the
• 26:42
  smallest
• 26:42
  of
• 26:42
  the.
• 26:43
  Of
• 26:43
  the
• 26:43
  major
• 26:43
  social
• 26:44
  media
• 26:44
  platforms.
• 26:45
  Yeah,
• 26:45
  it
• 26:45
  definitely
• 26:46
  offers
• 26:46
  something
• 26:46
  different
• 26:47
  and
• 26:47
  unique.
• 26:47
  Right.
• 26:48
  Which
• 26:48
  is
• 26:48
  what
• 26:48
  any
• 26:49
  business
• 26:49
  is
• 26:50
  looking
• 26:50
  to
• 26:50
  do
• 26:50
  to
• 26:50
  switch
• 26:51
  to
• 26:51
  a
• 26:51
  slightly
• 26:51
  different
• 26:51
  type
• 26:52
  of
• 26:52
  tracking.
• 26:52
  And
• 26:53
  this
• 26:53
  may
• 26:53
  be
• 26:54
  no
• 26:54
  surprise
• 26:54
  to
• 26:54
  you,
• 26:54
  knowing
• 26:55
  I'm
• 26:55
  a
• 26:55
  fan
• 26:55
  of
• 26:56
  modern
• 26:56
  wisdom
• 26:57
  and
• 26:57
  a
• 26:58
  generator
• 26:58
  of
• 26:58
  much
• 26:59
  affiliate
• 26:59
  revenue
• 26:59
  for
• 26:59
  Chris
• 27:00
  along
• 27:00
  the
• 27:00
  way
• 27:00
  that
• 27:00
  I
• 27:01
  have
• 27:01
  a
• 27:01
  whoop
• 27:01
  band
• 27:04
  on
• 27:04
  my
• 27:04
  wrist
• 27:04
  here
• 27:05
  and
• 27:05
  I've
• 27:05
  read
• 27:05
  some
• 27:05
  of
• 27:06
  your
• 27:06
  thoughts
• 27:06
  about
• 27:06
  sleep
• 27:07
  tracking
• 27:07
  and
• 27:07
  sleep
• 27:08
  score
• 27:08
  and
• 27:09
  they
• 27:09
  poked
• 27:10
  right
• 27:10
  into
• 27:10
  my
• 27:10
  heart
• 27:10
  because
• 27:11
  I've
• 27:11
  had
• 27:12
  both
• 27:12
  the
• 27:12
  good
• 27:13
  and
• 27:13
  the
• 27:13
  bad.
• 27:13
  Like,
• 27:14
  I've
• 27:14
  had
• 27:14
  a
• 27:14
  morning
• 27:15
  where
• 27:15
  I've
• 27:15
  woken
• 27:15
  up
• 27:16
  feeling
• 27:16
  really
• 27:16
  groggy
• 27:17
  and
• 27:17
  yet
• 27:17
  I
• 27:17
  look
• 27:17
  at
• 27:17
  my
• 27:18
  sleep
• 27:18
  score
• 27:18
  and
• 27:18
  it's
• 27:18
  93
• 27:19
  and
• 27:19
  I'm
• 27:19
  like,
• 27:19
  oh,
• 27:20
  I
• 27:20
  must
• 27:21
  just
• 27:21
  get
• 27:21
  over
• 27:21
  this
• 27:21
  and
• 27:22
  get
• 27:22
  on
• 27:22
  with
• 27:22
  my
• 27:22
  day
• 27:22
  when
• 27:23
  it
• 27:23
  has
• 27:23
  a
• 27:23
  positive
• 27:23
  impact.
• 27:24
  And
• 27:24
  then
• 27:24
  I've
• 27:25
  had
• 27:25
  other
• 27:25
  nights
• 27:25
  where
• 27:25
  I've
• 27:25
  had
• 27:26
  a
• 27:26
  solid
• 27:27
  eight
• 27:27
  hours,
• 27:28
  which
• 27:28
  is
• 27:28
  a
• 27:29
  rare
• 27:29
  event
• 27:29
  for
• 27:29
  me.
• 27:29
  A
• 27:29
  solid
• 27:30
  eight
• 27:30
  hours.
• 27:30
  I
• 27:30
  wake
• 27:30
  up
• 27:30
  in
• 27:30
  the
• 27:31
  sleep
• 27:31
  score,
• 27:31
  for
• 27:31
  whatever
• 27:31
  reason
• 27:32
  is
• 27:32
  61
• 27:32
  or
• 27:33
  59.
• 27:33
  And
• 27:34
  then
• 27:34
  my
• 27:34
  whole
• 27:35
  outlook
• 27:35
  for
• 27:35
  the
• 27:35
  day
• 27:35
  shifts
• 27:36
  down.
• 27:36
  So
• 27:37
  I
• 27:37
  represent
• 27:38
  some
• 27:38
  of
• 27:38
  the
• 27:38
  danger
• 27:38
  case
• 27:39
  there.
• 27:39
  But,
• 27:39
  but,
• 27:40
  you
• 27:40
  know,
• 27:40
  I
• 27:40
  think
• 27:40
  a
• 27:40
  lot
• 27:40
  of
• 27:41
  positive
• 27:41
  things
• 27:41
  can
• 27:41
  come
• 27:41
  out
• 27:41
  of
• 27:42
  it
• 27:42
  too.
• 27:42
  So
• 27:43
  can
• 27:43
  you
• 27:43
  give
• 27:43
  me
• 27:44
  some
• 27:44
  thoughts
• 27:44
  on
• 27:44
  the.
• 27:45
  The
• 27:46
  boom
• 27:46
  in.
• 27:46
  In
• 27:47
  health
• 27:47
  tracking?
• 27:47
  And
• 27:48
  these
• 27:48
  metrics
• 27:48
  keep
• 27:48
  expanding,
• 27:49
  like
• 27:49
  ecg,
• 27:50
  heart
• 27:50
  rate
• 27:50
  variability,
• 27:51
  blood
• 27:51
  oxygen,
• 27:52
  like,
• 27:52
  you
• 27:52
  name
• 27:53
  it.
• 27:53
  And
• 27:53
  you
• 27:53
  can
• 27:53
  track
• 27:54
  it
• 27:54
  very
• 27:54
  simply.
• 27:54
  Now,
• 27:55
  like,
• 27:55
  is
• 27:55
  it
• 27:56
  overall
• 27:56
  a
• 27:57
  good
• 27:57
  thing?
• 27:57
  What
• 27:58
  are
• 27:58
  some
• 27:58
  of
• 27:58
  the.
• 27:58
  The.
• 27:59
  The
• 27:59
  potential
• 27:59
  damages
• 28:00
  that
• 28:00
  we
• 28:00
  should
• 28:00
  watch
• 28:00
  out
• 28:01
  for?
• 28:01
  These
• 28:02
  tools
• 28:03
  can
• 28:03
  be
• 28:03
  used
• 28:03
  and
• 28:04
  they
• 28:04
  can
• 28:04
  be
• 28:04
  abused
• 28:05
  and
• 28:06
  I
• 28:06
  think
• 28:07
  they
• 28:07
  can
• 28:07
  be
• 28:07
  useful
• 28:08
  if
• 28:09
  you're
• 28:09
  using
• 28:09
  them
• 28:10
  not
• 28:11
  as
• 28:11
  your
• 28:11
  goal,
• 28:12
  but
• 28:13
  as
• 28:13
  a
• 28:13
  sort
• 28:13
  of.
• 28:13
  Just
• 28:13
  as
• 28:14
  a
• 28:14
  use.
• 28:14
  As
• 28:14
  one
• 28:14
  of
• 28:15
  many
• 28:15
  useful
• 28:15
  metrics
• 28:16
  to
• 28:16
  chart
• 28:16
  your
• 28:16
  progress.
• 28:18
  So,
• 28:18
  for
• 28:18
  example,
• 28:19
  I
• 28:19
  mean,
• 28:19
  the
• 28:19
  sleep
• 28:20
  score
• 28:20
  thing
• 28:20
  I
• 28:20
  think
• 28:20
  is
• 28:20
  a
• 28:21
  bit
• 28:21
  of
• 28:21
  a
• 28:21
  weird
• 28:21
  one.
• 28:22
  I
• 28:23
  think
• 28:23
  there
• 28:23
  are
• 28:23
  good
• 28:23
  metrics
• 28:24
  out
• 28:24
  there.
• 28:24
  Like,
• 28:24
  for
• 28:25
  example,
• 28:25
  your
• 28:25
  VO2
• 28:26
  max
• 28:26
  is
• 28:26
  a
• 28:26
  very
• 28:26
  useful
• 28:27
  metric
• 28:28
  because
• 28:28
  VO2
• 28:28
  max
• 28:29
  is
• 28:29
  correlated
• 28:29
  with
• 28:30
  many
• 28:30
  Health
• 28:31
  outcomes,
• 28:32
  many.
• 28:32
  Positive
• 28:32
  health
• 28:33
  outcomes,
• 28:33
  including
• 28:33
  longevity,
• 28:34
  right?
• 28:35
  Crucially,
• 28:35
  yes.
• 28:36
  Longevity,
• 28:36
  yeah,
• 28:37
  absolutely.
• 28:38
  Things
• 28:38
  like
• 28:38
  DNA
• 28:39
  methylation
• 28:39
  can
• 28:40
  be
• 28:40
  useful.
• 28:41
  All
• 28:41
  of
• 28:41
  these
• 28:41
  others.
• 28:41
  You
• 28:41
  know,
• 28:42
  there
• 28:42
  are
• 28:42
  good
• 28:42
  metrics
• 28:43
  out
• 28:43
  there.
• 28:43
  I
• 28:44
  think
• 28:44
  the
• 28:44
  compound
• 28:44
  metrics
• 28:45
  are
• 28:45
  not
• 28:45
  very
• 28:45
  good.
• 28:46
  So
• 28:47
  compound
• 28:47
  metrics
• 28:47
  like
• 28:48
  your
• 28:48
  sleep
• 28:48
  score,
• 28:49
  where
• 28:49
  they
• 28:49
  basically
• 28:49
  just
• 28:50
  take
• 28:50
  many
• 28:50
  different
• 28:50
  things
• 28:51
  and
• 28:51
  they
• 28:51
  just
• 28:51
  sort
• 28:52
  of
• 28:52
  put
• 28:52
  them
• 28:52
  together
• 28:52
  into
• 28:53
  this
• 28:53
  one
• 28:53
  sort
• 28:54
  of
• 28:54
  lump
• 28:54
  sum
• 28:54
  score,
• 28:55
  which
• 28:55
  I
• 28:55
  just
• 28:55
  don't
• 28:55
  think
• 28:56
  is
• 28:56
  very
• 28:56
  good,
• 28:56
  a
• 28:56
  good
• 28:56
  way
• 28:56
  to
• 28:57
  do
• 28:57
  it.
• 28:57
  Because
• 28:57
  the
• 28:58
  thing
• 28:58
  with
• 28:58
  sleep
• 28:58
  is
• 28:59
  it's
• 28:59
  a
• 28:59
  very
• 28:59
  complex
• 28:59
  process.
• 29:00
  Many
• 29:01
  things
• 29:01
  are
• 29:01
  going
• 29:01
  on
• 29:01
  when
• 29:01
  you
• 29:02
  go
• 29:02
  to
• 29:02
  sleep
• 29:02
  and
• 29:03
  there
• 29:03
  are
• 29:03
  many
• 29:03
  different
• 29:03
  types
• 29:04
  of
• 29:04
  sleep,
• 29:04
  you
• 29:04
  know,
• 29:05
  and
• 29:05
  as
• 29:06
  a
• 29:06
  result
• 29:06
  of
• 29:06
  this,
• 29:07
  using
• 29:07
  one
• 29:08
  sleep
• 29:08
  score,
• 29:09
  you
• 29:10
  know,
• 29:10
  based
• 29:10
  on
• 29:10
  very,
• 29:11
  very
• 29:11
  sort
• 29:11
  of
• 29:11
  superficial
• 29:13
  phenomenon
• 29:14
  like
• 29:14
  your
• 29:14
  movement
• 29:15
  and
• 29:15
  your
• 29:15
  breathing,
• 29:16
  I
• 29:16
  just
• 29:16
  don't
• 29:17
  think
• 29:17
  is
• 29:17
  an
• 29:17
  accurate
• 29:17
  way
• 29:17
  to
• 29:17
  measure
• 29:18
  sleep.
• 29:18
  I've
• 29:19
  used
• 29:19
  sleep
• 29:19
  tracking
• 29:20
  apps
• 29:20
  and
• 29:20
  I
• 29:20
  just
• 29:20
  found
• 29:20
  that
• 29:20
  they
• 29:20
  weren't
• 29:21
  accurate.
• 29:22
  For
• 29:23
  example,
• 29:24
  I've
• 29:24
  noticed
• 29:24
  that
• 29:25
  sometimes
• 29:26
  I.
• 29:26
  Can
• 29:26
  sleep
• 29:27
  for
• 29:27
  just
• 29:27
  six
• 29:27
  hours
• 29:28
  and.
• 29:28
  I'll
• 29:29
  actually
• 29:29
  feel
• 29:29
  rested.
• 29:30
  I
• 29:30
  feel
• 29:30
  really
• 29:30
  well
• 29:30
  rested.
• 29:31
  And
• 29:31
  when
• 29:31
  I
• 29:31
  look
• 29:32
  at
• 29:32
  my
• 29:32
  sleep.
• 29:32
  Score,
• 29:32
  it's
• 29:32
  really
• 29:33
  low.
• 29:33
  And
• 29:33
  then
• 29:33
  other
• 29:33
  times
• 29:34
  I'll
• 29:34
  sleep
• 29:34
  for.
• 29:34
  Ages
• 29:35
  and
• 29:35
  I'll
• 29:35
  have
• 29:35
  a
• 29:35
  good
• 29:35
  sleep
• 29:35
  slore,
• 29:36
  but
• 29:36
  I
• 29:36
  won't
• 29:36
  feel
• 29:37
  rested.
• 29:37
  And
• 29:38
  I
• 29:38
  found
• 29:38
  that
• 29:38
  just
• 29:38
  your
• 29:39
  feeling.
• 29:39
  Of
• 29:39
  how
• 29:40
  rested
• 29:40
  you
• 29:40
  are
• 29:40
  is
• 29:41
  a
• 29:41
  much
• 29:41
  better
• 29:42
  mechanism
• 29:43
  because
• 29:43
  that
• 29:43
  feeling
• 29:43
  has
• 29:44
  evolved
• 29:44
  over
• 29:44
  millions
• 29:45
  of
• 29:45
  years
• 29:46
  precisely
• 29:47
  to
• 29:47
  let
• 29:47
  you
• 29:47
  know
• 29:47
  how
• 29:47
  well
• 29:48
  you've
• 29:48
  slept.
• 29:48
  It's
• 29:48
  essentially,
• 29:49
  it's
• 29:49
  a
• 29:50
  function
• 29:50
  of
• 29:50
  how
• 29:50
  much
• 29:51
  you've
• 29:51
  rested
• 29:52
  and
• 29:53
  how
• 29:53
  much
• 29:53
  REM
• 29:54
  sleep,
• 29:54
  for
• 29:54
  example,
• 29:54
  you've
• 29:55
  had.
• 29:56
  And
• 29:56
  then
• 29:56
  things
• 29:57
  like,
• 29:58
  for
• 29:58
  instance,
• 29:59
  if
• 29:59
  I
• 29:59
  have
• 30:00
  magnesium
• 30:00
  before
• 30:00
  I
• 30:01
  go
• 30:01
  to
• 30:01
  sleep,
• 30:01
  I
• 30:01
  usually
• 30:01
  sleep
• 30:02
  better.
• 30:02
  But
• 30:03
  that's
• 30:03
  not
• 30:03
  trapped
• 30:03
  by
• 30:04
  the
• 30:04
  sleep
• 30:05
  score.
• 30:06
  So
• 30:06
  sleep
• 30:07
  score
• 30:07
  is
• 30:07
  very
• 30:07
  low
• 30:07
  resolution.
• 30:08
  It's
• 30:08
  an
• 30:08
  extremely
• 30:09
  low
• 30:09
  resolution
• 30:09
  way
• 30:10
  of
• 30:10
  measuring
• 30:10
  your
• 30:10
  sleep
• 30:11
  because
• 30:11
  it
• 30:11
  only
• 30:11
  takes
• 30:12
  into
• 30:12
  account
• 30:12
  superficial
• 30:13
  things
• 30:13
  like
• 30:13
  your
• 30:13
  breathing
• 30:13
  and
• 30:14
  your
• 30:14
  movement,
• 30:14
  which
• 30:14
  only
• 30:15
  a
• 30:15
  small
• 30:16
  sleep
• 30:16
  sort
• 30:17
  of
• 30:17
  aspect
• 30:17
  of
• 30:17
  sleep.
• 30:18
  What
• 30:18
  you
• 30:18
  really
• 30:18
  want
• 30:19
  to
• 30:19
  be
• 30:19
  looking
• 30:19
  at
• 30:19
  is
• 30:20
  the
• 30:21
  amount
• 30:21
  of
• 30:21
  REM
• 30:21
  sleep
• 30:22
  you
• 30:22
  got,
• 30:22
  which
• 30:22
  is,
• 30:23
  you
• 30:23
  know,
• 30:23
  your.
• 30:23
  Dream
• 30:24
  sleep,
• 30:25
  you
• 30:25
  want
• 30:25
  to
• 30:25
  look
• 30:25
  at
• 30:25
  the
• 30:26
  sort
• 30:26
  of.
• 30:26
  There
• 30:27
  are
• 30:27
  many
• 30:27
  different
• 30:27
  things.
• 30:27
  You
• 30:28
  look
• 30:28
  at
• 30:28
  the
• 30:28
  amount
• 30:28
  that
• 30:28
  you've
• 30:28
  dreamt,
• 30:29
  which
• 30:29
  is
• 30:29
  also
• 30:30
  a
• 30:30
  good
• 30:30
  measure.
• 30:32
  And
• 30:33
  you
• 30:33
  know,
• 30:33
  there
• 30:34
  are
• 30:34
  things
• 30:34
  like
• 30:35
  comfort,
• 30:35
  levels
• 30:35
  of
• 30:35
  comfort
• 30:36
  which
• 30:36
  can't
• 30:36
  be
• 30:36
  measured
• 30:37
  by
• 30:37
  numbers.
• 30:38
  And
• 30:39
  so
• 30:39
  I
• 30:39
  don't
• 30:39
  think
• 30:39
  that
• 30:40
  these
• 30:40
  compound
• 30:41
  metrics
• 30:41
  like
• 30:42
  sleep
• 30:42
  scores
• 30:42
  are
• 30:42
  very
• 30:43
  good.
• 30:43
  I
• 30:43
  don't
• 30:43
  think,
• 30:43
  you
• 30:43
  know,
• 30:43
  if
• 30:44
  you
• 30:44
  have
• 30:44
  a
• 30:44
  health
• 30:44
  score,
• 30:45
  I
• 30:45
  don't
• 30:45
  think
• 30:45
  that's
• 30:45
  a
• 30:45
  very
• 30:46
  good
• 30:46
  thing
• 30:46
  either
• 30:46
  because
• 30:47
  you
• 30:47
  could
• 30:47
  easily,
• 30:48
  you
• 30:48
  know,
• 30:48
  you
• 30:48
  could
• 30:48
  create
• 30:48
  a
• 30:49
  compound
• 30:49
  metric
• 30:49
  of
• 30:49
  health
• 30:50
  from
• 30:50
  your
• 30:51
  VO2
• 30:51
  max
• 30:51
  and
• 30:52
  from
• 30:52
  the
• 30:53
  number
• 30:53
  of,
• 30:54
  you
• 30:54
  know,
• 30:54
  the
• 30:54
  number
• 30:55
  of
• 30:55
  miles
• 30:55
  you
• 30:55
  can
• 30:55
  run
• 30:56
  from
• 30:57
  your
• 30:57
  body
• 30:57
  weight,
• 30:57
  you
• 30:58
  know,
• 30:58
  your
• 30:58
  BMI
• 30:59
  or
• 30:59
  whatever,
• 30:59
  you
• 30:59
  know,
• 31:00
  the
• 31:00
  amount
• 31:00
  of
• 31:00
  fat
• 31:01
  in
• 31:01
  your
• 31:01
  body.
• 31:01
  I
• 31:01
  mean,
• 31:01
  you
• 31:01
  could
• 31:01
  use
• 31:02
  all
• 31:02
  these
• 31:02
  metrics,
• 31:02
  but
• 31:03
  you
• 31:03
  could
• 31:03
  still
• 31:04
  have
• 31:04
  a
• 31:04
  heart
• 31:04
  condition
• 31:05
  and
• 31:06
  that's
• 31:06
  not
• 31:06
  going
• 31:06
  to
• 31:06
  be
• 31:07
  accounted
• 31:07
  for
• 31:07
  in,
• 31:08
  in
• 31:08
  the
• 31:08
  health
• 31:09
  score,
• 31:09
  you
• 31:09
  know,
• 31:10
  so
• 31:10
  that,
• 31:10
  that
• 31:10
  health,
• 31:11
  that
• 31:11
  heart
• 31:11
  condition
• 31:11
  could,
• 31:12
  could
• 31:12
  completely
• 31:13
  drastically
• 31:13
  reduce
• 31:13
  your
• 31:14
  health
• 31:14
  score.
• 31:15
  Or
• 31:15
  you
• 31:15
  could
• 31:15
  have
• 31:15
  diabetes,
• 31:16
  but
• 31:16
  that
• 31:16
  won't
• 31:16
  be
• 31:16
  picked
• 31:16
  up
• 31:17
  by
• 31:18
  the
• 31:18
  health
• 31:19
  score.
• 31:19
  So
• 31:20
  one
• 31:20
  crucial
• 31:21
  thing
• 31:21
  could
• 31:21
  be
• 31:21
  missed
• 31:22
  out
• 31:22
  from
• 31:22
  this
• 31:22
  health
• 31:22
  score,
• 31:22
  which
• 31:23
  would
• 31:23
  completely
• 31:23
  change
• 31:23
  everything.
• 31:24
  And
• 31:24
  that's
• 31:25
  why
• 31:25
  these
• 31:25
  compound
• 31:25
  metrics
• 31:25
  are
• 31:26
  not
• 31:26
  very
• 31:26
  good.
• 31:26
  That's
• 31:27
  why
• 31:27
  it's
• 31:27
  better
• 31:27
  to
• 31:27
  look
• 31:27
  at
• 31:28
  the
• 31:28
  most
• 31:29
  fundamental
• 31:29
  metrics
• 31:30
  that
• 31:30
  you
• 31:30
  can,
• 31:30
  the
• 31:30
  most
• 31:31
  high
• 31:31
  resolution
• 31:32
  metrics.
• 31:32
  So
• 31:33
  yes,
• 31:33
  VO2
• 31:34
  max
• 31:34
  is
• 31:34
  a
• 31:34
  good
• 31:34
  metric
• 31:35
  because
• 31:35
  it
• 31:35
  measures
• 31:36
  one
• 31:36
  specific
• 31:36
  thing.
• 31:37
  And
• 31:37
  you
• 31:38
  can
• 31:38
  use
• 31:38
  that
• 31:38
  not
• 31:38
  as
• 31:39
  your
• 31:39
  goal,
• 31:39
  you
• 31:39
  should
• 31:39
  never
• 31:39
  use
• 31:40
  it
• 31:40
  as
• 31:40
  a
• 31:40
  goal,
• 31:41
  but
• 31:41
  you
• 31:41
  should
• 31:41
  use
• 31:41
  it
• 31:41
  as
• 31:41
  one
• 31:42
  metric
• 31:42
  of
• 31:42
  many
• 31:43
  to
• 31:43
  chart
• 31:43
  your
• 31:43
  progress.
• 31:45
  So
• 31:45
  you
• 31:45
  can
• 31:45
  use
• 31:45
  it
• 31:45
  to
• 31:46
  chart
• 31:46
  how
• 31:46
  fit
• 31:47
  you
• 31:47
  are,
• 31:47
  how
• 31:48
  fit
• 31:48
  your,
• 31:48
  at
• 31:49
  least
• 31:49
  how
• 31:49
  fit
• 31:49
  your
• 31:50
  cardiovascular
• 31:51
  system
• 31:51
  is.
• 31:52
  You
• 31:52
  can
• 31:52
  look
• 31:52
  at
• 31:54
  your
• 31:55
  fat
• 31:55
  levels,
• 31:56
  your
• 31:56
  body
• 31:56
  fat
• 31:56
  percentage.
• 31:57
  That's
• 31:57
  also
• 31:57
  a
• 31:57
  good
• 31:58
  metric
• 31:58
  because
• 31:58
  it
• 31:58
  measures
• 31:59
  something
• 31:59
  very
• 31:59
  specific.
• 32:01
  So
• 32:01
  the
• 32:01
  more
• 32:01
  specific
• 32:02
  the
• 32:02
  measure,
• 32:02
  the
• 32:03
  more
• 32:03
  useful
• 32:03
  it
• 32:03
  is.
• 32:04
  You
• 32:04
  should
• 32:04
  never
• 32:04
  use
• 32:05
  vague
• 32:05
  metrics
• 32:05
  like
• 32:06
  sleep
• 32:06
  scores,
• 32:06
  health
• 32:07
  scores.
• 32:08
  You
• 32:08
  know,
• 32:08
  these
• 32:08
  are
• 32:08
  not
• 32:08
  useful.
• 32:09
  These
• 32:09
  are
• 32:09
  just
• 32:09
  going
• 32:09
  to,
• 32:09
  they're
• 32:10
  going
• 32:10
  to,
• 32:10
  these
• 32:11
  are
• 32:11
  going
• 32:11
  to
• 32:11
  mislead
• 32:11
  you.
• 32:12
  There's
• 32:12
  so
• 32:12
  much
• 32:12
  information
• 32:12
  that
• 32:13
  they
• 32:13
  just
• 32:13
  don't
• 32:13
  account
• 32:14
  for.
• 32:15
  So
• 32:15
  that's
• 32:15
  my
• 32:16
  answer
• 32:16
  really
• 32:16
  is
• 32:16
  look
• 32:17
  for
• 32:17
  specific
• 32:17
  metrics.
• 32:18
  The
• 32:18
  more
• 32:18
  specific,
• 32:19
  the
• 32:19
  better.
• 32:19
  Another
• 32:19
  angle
• 32:20
  that
• 32:20
  I
• 32:20
  wanted
• 32:20
  to
• 32:20
  talk
• 32:21
  about,
• 32:21
  like
• 32:21
  I,
• 32:22
  as
• 32:22
  we've
• 32:22
  talked
• 32:23
  about
• 32:23
  and
• 32:23
  as
• 32:23
  you've
• 32:23
  seen
• 32:24
  documented
• 32:24
  on
• 32:24
  my
• 32:24
  substack,
• 32:25
  I've
• 32:25
  gone
• 32:26
  through
• 32:26
  somewhat
• 32:26
  of
• 32:26
  a
• 32:26
  midlife
• 32:27
  transformation,
• 32:28
  I
• 32:28
  think
• 32:28
  we
• 32:28
  call
• 32:28
  it
• 32:28
  transformation
• 32:29
  and
• 32:29
  not
• 32:29
  crisis
• 32:29
  now
• 32:30
  over
• 32:30
  the
• 32:31
  past
• 32:31
  couple
• 32:31
  of
• 32:31
  years.
• 32:31
  And
• 32:32
  one
• 32:32
  of
• 32:32
  the
• 32:32
  things
• 32:33
  that
• 32:33
  I've
• 32:33
  changed
• 32:33
  is
• 32:33
  my
• 32:34
  relationship
• 32:34
  with
• 32:34
  exercise.
• 32:35
  Like,
• 32:35
  I
• 32:35
  used
• 32:35
  to
• 32:36
  be
• 32:36
  too
• 32:36
  heavy
• 32:36
  into
• 32:37
  the
• 32:37
  people
• 32:37
  pleasing
• 32:37
  thing
• 32:38
  and
• 32:38
  actually
• 32:39
  I
• 32:39
  would
• 32:40
  exercise
• 32:40
  to
• 32:40
  please
• 32:41
  others.
• 32:42
  So,
• 32:43
  you
• 32:43
  know,
• 32:43
  the
• 32:43
  old
• 32:43
  version
• 32:44
  of
• 32:44
  me,
• 32:44
  if
• 32:45
  I
• 32:45
  was,
• 32:45
  if
• 32:45
  it
• 32:45
  wasn't
• 32:45
  on
• 32:45
  Strava
• 32:46
  and
• 32:46
  I
• 32:46
  wasn't
• 32:46
  getting
• 32:47
  likes
• 32:47
  on
• 32:47
  it,
• 32:47
  then
• 32:47
  I
• 32:48
  may
• 32:48
  as
• 32:48
  well
• 32:48
  have
• 32:48
  not
• 32:48
  done
• 32:48
  it.
• 32:48
  I
• 32:48
  may
• 32:49
  as
• 32:49
  well
• 32:49
  have
• 32:49
  not
• 32:49
  even
• 32:49
  gone
• 32:49
  for
• 32:49
  a
• 32:49
  run
• 32:50
  or
• 32:50
  I
• 32:50
  may
• 32:50
  as
• 32:50
  well
• 32:50
  have
• 32:51
  not
• 32:51
  even
• 32:51
  worked
• 32:51
  out.
• 32:51
  And
• 32:52
  one
• 32:52
  of
• 32:52
  the
• 32:52
  actual,
• 32:52
  the
• 32:53
  keys
• 32:53
  that
• 32:53
  I
• 32:53
  used
• 32:53
  to
• 32:53
  unlock
• 32:54
  the
• 32:54
  gate
• 32:54
  to
• 32:54
  ensure
• 32:54
  that
• 32:55
  I
• 32:55
  was
• 32:55
  exercising
• 32:55
  for
• 32:56
  me
• 32:57
  to
• 32:57
  break
• 32:57
  the
• 32:57
  kind
• 32:57
  of
• 32:58
  people
• 32:58
  policing
• 32:58
  cycle
• 32:58
  and
• 32:59
  get
• 32:59
  out
• 32:59
  of
• 32:59
  it
• 32:59
  was
• 32:59
  I
• 32:59
  would
• 33:00
  go
• 33:00
  for
• 33:00
  a
• 33:00
  run
• 33:01
  and
• 33:01
  I
• 33:01
  wouldn't
• 33:01
  measure
• 33:02
  how
• 33:02
  far
• 33:02
  it
• 33:02
  was.
• 33:03
  I
• 33:03
  wouldn't
• 33:05
  do
• 33:06
  any
• 33:06
  of
• 33:06
  that
• 33:06
  stuff.
• 33:07
  I
• 33:07
  wouldn't
• 33:07
  track
• 33:07
  it
• 33:08
  at
• 33:08
  all.
• 33:08
  I
• 33:08
  wouldn't
• 33:08
  listen
• 33:09
  to
• 33:09
  music.
• 33:09
  I'd
• 33:09
  go
• 33:09
  out
• 33:09
  and
• 33:09
  just.
• 33:10
  And
• 33:10
  just
• 33:11
  run
• 33:11
  for
• 33:11
  the
• 33:11
  sake
• 33:12
  of
• 33:12
  running.
• 33:12
  And
• 33:12
  I
• 33:12
  heard
• 33:13
  someone
• 33:13
  talking
• 33:13
  about
• 33:13
  it.
• 33:13
  I
• 33:13
  don't
• 33:14
  know
• 33:14
  which
• 33:14
  podcast
• 33:15
  if
• 33:15
  this
• 33:16
  was
• 33:16
  on
• 33:16
  one
• 33:16
  of
• 33:16
  yours
• 33:16
  or
• 33:16
  not,
• 33:17
  but
• 33:17
  certainly
• 33:17
  I
• 33:18
  was
• 33:18
  listening
• 33:18
  to
• 33:18
  our
• 33:18
  podcast
• 33:18
  and
• 33:18
  someone
• 33:19
  was
• 33:19
  being
• 33:19
  jealous
• 33:20
  of
• 33:20
  some
• 33:21
  80
• 33:21
  year
• 33:21
  olds
• 33:21
  that
• 33:21
  they
• 33:22
  met
• 33:23
  in
• 33:23
  Italy.
• 33:23
  And
• 33:23
  I
• 33:23
  think
• 33:24
  there
• 33:24
  was
• 33:24
  a
• 33:24
  husband
• 33:25
  and
• 33:25
  wife.
• 33:25
  And
• 33:25
  someone
• 33:25
  said
• 33:26
  to
• 33:26
  the
• 33:26
  wife,
• 33:27
  what
• 33:27
  do
• 33:27
  you
• 33:27
  do
• 33:27
  with
• 33:28
  your
• 33:28
  day?
• 33:28
  She
• 33:28
  says,
• 33:28
  oh,
• 33:28
  I
• 33:28
  go
• 33:28
  swimming.
• 33:29
  And
• 33:30
  the
• 33:30
  first
• 33:30
  answer,
• 33:31
  very
• 33:31
  much
• 33:31
  in
• 33:31
  the
• 33:31
  metric
• 33:32
  mindset
• 33:32
  was
• 33:32
  like,
• 33:33
  well,
• 33:33
  how
• 33:33
  far
• 33:33
  do
• 33:33
  you
• 33:33
  swim?
• 33:34
  And
• 33:34
  she
• 33:34
  just
• 33:34
  smiled
• 33:35
  and
• 33:35
  said,
• 33:35
  until
• 33:35
  I
• 33:36
  want
• 33:36
  to
• 33:36
  stop
• 33:36
  swimming.
• 33:37
  Right.
• 33:38
  And
• 33:38
  I
• 33:38
  think
• 33:38
  that
• 33:39
  speaks
• 33:39
  to
• 33:39
  a
• 33:39
  level
• 33:39
  of
• 33:39
  contentedness
• 33:40
  and
• 33:40
  happiness
• 33:41
  that
• 33:41
  I
• 33:41
  think
• 33:42
  we
• 33:43
  can
• 33:43
  all
• 33:43
  strive
• 33:43
  to
• 33:44
  in
• 33:45
  the
• 33:45
  absence
• 33:45
  of
• 33:45
  data
• 33:46
  and
• 33:46
  in
• 33:46
  the
• 33:47
  absence
• 33:47
  of
• 33:48
  any
• 33:48
  hard
• 33:48
  metrics
• 33:49
  behind
• 33:49
  it.
• 33:50
  One
• 33:50
  other
• 33:50
  thing,
• 33:50
  sorry,
• 33:51
  Kawenda,
• 33:51
  that
• 33:51
  I
• 33:51
  wanted
• 33:52
  to
• 33:52
  get
• 33:53
  to.
• 33:54
  Sometimes
• 33:54
  no
• 33:54
  data
• 33:54
  is
• 33:55
  the
• 33:55
  best
• 33:55
  thing,
• 33:56
  but
• 33:56
  sometimes
• 33:57
  data
• 33:57
  in
• 33:57
  itself
• 33:58
  is
• 33:58
  not
• 33:58
  enough.
• 33:59
  And
• 33:59
  I've
• 33:59
  heard
• 34:00
  you
• 34:00
  talk
• 34:00
  about
• 34:00
  examples
• 34:01
  from
• 34:02
  the
• 34:02
  world.
• 34:03
  I
• 34:05
  also
• 34:06
  see
• 34:06
  many
• 34:06
  examples
• 34:06
  of
• 34:07
  this
• 34:07
  in
• 34:07
  a
• 34:07
  business
• 34:08
  perspective.
• 34:08
  Sometimes
• 34:08
  the
• 34:09
  data
• 34:09
  is
• 34:09
  not
• 34:09
  enough.
• 34:09
  I've
• 34:09
  seen
• 34:10
  super
• 34:10
  smart
• 34:10
  analysts
• 34:11
  present
• 34:12
  really
• 34:13
  sharp,
• 34:13
  insightful
• 34:14
  analyses
• 34:15
  to
• 34:15
  people,
• 34:15
  but
• 34:15
  if
• 34:16
  they
• 34:16
  don't
• 34:16
  wrap
• 34:16
  a
• 34:16
  story
• 34:16
  around
• 34:17
  that
• 34:17
  for
• 34:17
  the
• 34:17
  right
• 34:17
  executive
• 34:18
  and
• 34:18
  make
• 34:18
  it
• 34:18
  land
• 34:18
  and
• 34:19
  make
• 34:19
  it
• 34:19
  feel
• 34:19
  a
• 34:20
  certain
• 34:20
  way,
• 34:21
  it
• 34:21
  can
• 34:21
  get
• 34:21
  ignored
• 34:22
  and
• 34:22
  a
• 34:22
  big
• 34:23
  business
• 34:23
  opportunity
• 34:24
  can
• 34:24
  go
• 34:24
  out
• 34:24
  the
• 34:24
  window
• 34:25
  as
• 34:25
  a
• 34:25
  result.
• 34:26
  So
• 34:27
  have
• 34:27
  you
• 34:27
  seen
• 34:27
  any
• 34:28
  examples
• 34:28
  where
• 34:29
  data
• 34:29
  alone
• 34:30
  is
• 34:30
  not
• 34:30
  enough
• 34:31
  and
• 34:31
  the
• 34:32
  story
• 34:32
  is
• 34:32
  in
• 34:32
  fact
• 34:32
  the
• 34:32
  crucial
• 34:33
  part?
• 34:33
  Okay,
• 34:34
  yeah,
• 34:35
  so
• 34:35
  there's
• 34:35
  an
• 34:35
  interesting
• 34:36
  study
• 34:37
  about
• 34:37
  this
• 34:38
  and
• 34:39
  there's
• 34:39
  an
• 34:39
  interesting
• 34:39
  phenomenon
• 34:40
  known
• 34:40
  as
• 34:40
  the
• 34:40
  identifiable
• 34:41
  victim
• 34:42
  effect,
• 34:43
  which
• 34:43
  was
• 34:43
  sort
• 34:43
  of
• 34:43
  shown
• 34:44
  by
• 34:44
  this
• 34:44
  study.
• 34:46
  So
• 34:47
  basically,
• 34:47
  in
• 34:47
  2007,
• 34:49
  a
• 34:49
  team
• 34:49
  of
• 34:49
  researchers
• 34:51
  gave
• 34:52
  each
• 34:52
  study
• 34:53
  participant
• 34:53
  money
• 34:53
  to
• 34:54
  donate
• 34:54
  and
• 34:54
  presented
• 34:55
  them
• 34:55
  with
• 34:55
  two
• 34:55
  charity
• 34:56
  campaigns.
• 34:57
  One
• 34:58
  was
• 34:58
  based
• 34:58
  on
• 34:58
  famine
• 34:59
  statistics
• 34:59
  in
• 34:59
  Africa
• 35:00
  and
• 35:01
  one
• 35:01
  was
• 35:01
  based
• 35:01
  on
• 35:01
  the
• 35:02
  story
• 35:02
  of
• 35:02
  a
• 35:02
  single
• 35:02
  starving
• 35:03
  girl
• 35:03
  named
• 35:04
  Rokia.
• 35:06
  What's
• 35:06
  interesting
• 35:07
  is
• 35:07
  that
• 35:07
  one
• 35:08
  would
• 35:08
  expect
• 35:09
  that
• 35:09
  a
• 35:09
  lot
• 35:09
  more
• 35:10
  people
• 35:10
  would
• 35:10
  donate
• 35:11
  to
• 35:11
  the
• 35:11
  sort
• 35:12
  of
• 35:12
  famine
• 35:12
  statistics
• 35:13
  because
• 35:13
  it
• 35:13
  would
• 35:13
  give
• 35:13
  a
• 35:14
  much
• 35:14
  broader
• 35:15
  sort
• 35:16
  of
• 35:16
  harder
• 35:16
  edge.
• 35:17
  Right.
• 35:17
  Of
• 35:17
  the
• 35:18
  scale
• 35:18
  of
• 35:18
  the
• 35:18
  problem.
• 35:20
  It
• 35:20
  would
• 35:20
  give
• 35:20
  a
• 35:20
  better
• 35:20
  idea
• 35:21
  of
• 35:21
  the
• 35:21
  scale
• 35:21
  of
• 35:21
  the
• 35:21
  problem.
• 35:22
  But
• 35:22
  the
• 35:23
  opposite
• 35:23
  was
• 35:23
  actually
• 35:23
  true.
• 35:24
  People
• 35:24
  donated
• 35:25
  a
• 35:25
  lot
• 35:25
  more
• 35:25
  to
• 35:25
  the
• 35:25
  single
• 35:26
  starving
• 35:26
  guild
• 35:27
  than
• 35:27
  they
• 35:27
  did
• 35:27
  to
• 35:27
  the
• 35:28
  campaign
• 35:28
  about
• 35:28
  the
• 35:29
  statistics.
• 35:30
  And
• 35:30
  this
• 35:31
  is
• 35:31
  because
• 35:32
  humans
• 35:34
  we're
• 35:34
  not
• 35:34
  really
• 35:35
  good
• 35:35
  at
• 35:36
  dealing
• 35:36
  with
• 35:36
  large
• 35:36
  numbers.
• 35:37
  We're
• 35:37
  not
• 35:37
  good
• 35:38
  at
• 35:38
  dealing
• 35:38
  with
• 35:39
  numbers
• 35:39
  generally,
• 35:40
  because
• 35:41
  if
• 35:41
  you
• 35:41
  look
• 35:41
  at
• 35:42
  how
• 35:42
  we
• 35:42
  evolved
• 35:43
  during
• 35:43
  our
• 35:44
  time
• 35:44
  as
• 35:45
  hunter
• 35:45
  gatherers,
• 35:45
  you
• 35:45
  know,
• 35:46
  which
• 35:46
  was
• 35:46
  90%
• 35:47
  of
• 35:47
  human
• 35:47
  history,
• 35:47
  you
• 35:48
  know,
• 35:48
  we
• 35:48
  lived
• 35:48
  in
• 35:48
  small
• 35:48
  tribes
• 35:49
  and
• 35:50
  we
• 35:50
  communicated
• 35:51
  largely
• 35:51
  through
• 35:52
  story.
• 35:52
  You
• 35:52
  know,
• 35:52
  our
• 35:52
  brains
• 35:53
  are
• 35:53
  configured
• 35:53
  for
• 35:53
  stories.
• 35:54
  They're
• 35:54
  not
• 35:54
  configured
• 35:54
  for
• 35:55
  hard
• 35:55
  data.
• 35:56
  Large
• 35:56
  numbers
• 35:57
  and
• 35:57
  hard
• 35:57
  data
• 35:58
  have
• 35:58
  only
• 35:58
  really
• 35:58
  entered
• 35:59
  human
• 35:59
  life
• 36:00
  recently.
• 36:00
  You
• 36:01
  know,
• 36:01
  really
• 36:01
  with
• 36:01
  the
• 36:01
  advent
• 36:02
  of.
• 36:02
  The
• 36:02
  Industrial
• 36:02
  revolution,
• 36:03
  since
• 36:03
  then,
• 36:03
  you
• 36:04
  know,
• 36:04
  this
• 36:04
  is
• 36:04
  a
• 36:04
  tiny,
• 36:05
  tiny,
• 36:05
  tiny
• 36:05
  proportion
• 36:06
  of
• 36:06
  our
• 36:06
  total
• 36:07
  evolutionary
• 36:07
  existence.
• 36:08
  So
• 36:08
  we
• 36:08
  haven't
• 36:09
  yet
• 36:09
  caught
• 36:09
  up
• 36:09
  to
• 36:09
  that.
• 36:10
  So
• 36:10
  we're
• 36:10
  still
• 36:11
  in
• 36:11
  this
• 36:12
  process.
• 36:12
  Our
• 36:13
  brains
• 36:13
  still
• 36:13
  sort
• 36:13
  of
• 36:14
  are
• 36:14
  configured
• 36:14
  still
• 36:14
  for
• 36:15
  stories.
• 36:15
  We
• 36:15
  find
• 36:16
  it
• 36:16
  much
• 36:16
  easier
• 36:16
  to
• 36:16
  relate
• 36:17
  to
• 36:17
  stories.
• 36:18
  Stories.
• 36:18
  Also,
• 36:19
  studies
• 36:19
  have
• 36:19
  shown
• 36:20
  that
• 36:20
  stories
• 36:21
  stick
• 36:21
  in
• 36:21
  the
• 36:21
  memory
• 36:21
  a
• 36:22
  lot
• 36:22
  more
• 36:22
  than
• 36:23
  random
• 36:23
  data
• 36:24
  does
• 36:24
  or
• 36:24
  just,
• 36:24
  you
• 36:25
  know,
• 36:25
  just
• 36:26
  reams
• 36:26
  of
• 36:26
  data.
• 36:27
  Reams
• 36:27
  of
• 36:27
  data
• 36:27
  are
• 36:28
  not
• 36:28
  stored
• 36:28
  in
• 36:28
  the
• 36:28
  memory
• 36:28
  very
• 36:29
  well
• 36:29
  because
• 36:29
  the
• 36:29
  brain's
• 36:29
  not
• 36:30
  good
• 36:30
  at
• 36:30
  dealing
• 36:31
  with
• 36:31
  data.
• 36:32
  Stories,
• 36:32
  on
• 36:32
  the
• 36:32
  other
• 36:33
  hand,
• 36:33
  are
• 36:33
  what
• 36:33
  the
• 36:34
  brain
• 36:34
  is
• 36:34
  made
• 36:34
  for.
• 36:35
  It's
• 36:35
  how
• 36:36
  humans
• 36:36
  communicated
• 36:36
  throughout
• 36:37
  most
• 36:37
  of
• 36:37
  human
• 36:37
  history.
• 36:39
  You
• 36:39
  know,
• 36:39
  mythology
• 36:40
  was
• 36:40
  how
• 36:40
  we
• 36:40
  originally
• 36:41
  sort
• 36:41
  of
• 36:41
  told
• 36:42
  stories
• 36:42
  about
• 36:42
  the
• 36:42
  words,
• 36:42
  how
• 36:42
  we
• 36:43
  made
• 36:43
  sense
• 36:43
  of
• 36:43
  the
• 36:43
  world.
• 36:44
  It's
• 36:44
  how
• 36:44
  we
• 36:45
  formed
• 36:46
  alliances
• 36:46
  and,
• 36:47
  you
• 36:47
  know,
• 36:48
  determined
• 36:48
  who's
• 36:48
  an
• 36:48
  enemy
• 36:49
  and
• 36:49
  all
• 36:50
  of
• 36:50
  these
• 36:50
  things.
• 36:50
  It
• 36:50
  was
• 36:51
  all
• 36:51
  based
• 36:51
  around
• 36:51
  stories.
• 36:52
  And
• 36:52
  so
• 36:53
  if
• 36:53
  you're
• 36:53
  interested
• 36:54
  in
• 36:54
  convincing
• 36:54
  people,
• 36:55
  you
• 36:55
  have
• 36:56
  to
• 36:56
  take
• 36:56
  into
• 36:56
  account
• 36:57
  that
• 36:57
  the
• 36:57
  brain
• 36:57
  is
• 36:58
  made
• 36:58
  for
• 36:58
  stories.
• 36:58
  It's
• 36:58
  not
• 36:59
  made
• 36:59
  for
• 36:59
  data.
• 37:00
  It's
• 37:00
  not
• 37:00
  made
• 37:00
  for
• 37:00
  draw,
• 37:00
  not
• 37:01
  made
• 37:01
  for
• 37:01
  data.
• 37:01
  It's
• 37:01
  made
• 37:01
  for
• 37:02
  drama.
• 37:02
  You
• 37:02
  know,
• 37:03
  and
• 37:05
  so
• 37:05
  if
• 37:05
  you
• 37:05
  want
• 37:06
  to
• 37:06
  have,
• 37:06
  you
• 37:06
  know,
• 37:06
  if
• 37:06
  you
• 37:06
  want
• 37:07
  to
• 37:07
  communicate
• 37:07
  data,
• 37:07
  you
• 37:07
  have
• 37:08
  to
• 37:08
  wrap
• 37:08
  it
• 37:09
  in
• 37:09
  story
• 37:10
  in
• 37:10
  order
• 37:10
  to
• 37:10
  actually
• 37:11
  get
• 37:11
  it
• 37:12
  sort
• 37:12
  of
• 37:13
  processed
• 37:13
  and
• 37:14
  to
• 37:14
  get
• 37:14
  it
• 37:14
  committed
• 37:14
  to
• 37:15
  people's
• 37:15
  memories,
• 37:16
  basically.
• 37:17
  That's
• 37:17
  wonderful.
• 37:18
  And
• 37:19
  a
• 37:19
  great
• 37:19
  reminder
• 37:19
  to
• 37:20
  all
• 37:20
  those
• 37:21
  analysts
• 37:21
  out
• 37:21
  there
• 37:21
  that
• 37:22
  I've
• 37:22
  worked
• 37:22
  with
• 37:22
  before
• 37:22
  and
• 37:23
  those
• 37:23
  that
• 37:23
  I
• 37:23
  might
• 37:23
  work
• 37:23
  with
• 37:23
  in
• 37:24
  the
• 37:24
  future,
• 37:24
  that
• 37:25
  about
• 37:26
  how
• 37:26
  best
• 37:26
  to
• 37:26
  communicate
• 37:27
  with
• 37:27
  the
• 37:27
  data.
• 37:28
  It's
• 37:28
  not
• 37:28
  just
• 37:29
  about
• 37:29
  having
• 37:29
  the
• 37:29
  data.
• 37:30
  Well,
• 37:31
  Gawinda,
• 37:31
  I
• 37:31
  want
• 37:32
  to
• 37:32
  thank
• 37:32
  you
• 37:32
  so
• 37:32
  much.
• 37:33
  Far
• 37:33
  earlier
• 37:33
  in
• 37:34
  my
• 37:34
  podcast
• 37:34
  than
• 37:34
  career
• 37:35
  than
• 37:35
  Chris
• 37:35
  ever
• 37:35
  was.
• 37:36
  So
• 37:36
  it
• 37:37
  feels
• 37:37
  almost
• 37:38
  unfair
• 37:38
  to
• 37:38
  me
• 37:38
  that
• 37:39
  I've
• 37:39
  had
• 37:39
  one
• 37:39
  of
• 37:39
  my
• 37:39
  own
• 37:40
  Mount
• 37:40
  Rushmore
• 37:40
  guests
• 37:41
  on
• 37:41
  already.
• 37:43
  I've
• 37:43
  admired
• 37:43
  your
• 37:43
  work
• 37:44
  from
• 37:44
  afar.
• 37:45
  Your
• 37:45
  writing,
• 37:45
  your
• 37:46
  thinking,
• 37:46
  your
• 37:47
  analysis,
• 37:47
  the
• 37:47
  way
• 37:47
  that
• 37:47
  you
• 37:48
  think
• 37:48
  about
• 37:48
  data,
• 37:48
  and
• 37:49
  particularly
• 37:49
  the
• 37:50
  objective
• 37:51
  take
• 37:51
  that
• 37:52
  you
• 37:52
  supply
• 37:52
  to
• 37:53
  the
• 37:53
  world
• 37:53
  when
• 37:54
  emotions
• 37:54
  are
• 37:55
  kind
• 37:55
  of
• 37:55
  running
• 37:55
  riot,
• 37:56
  and
• 37:56
  the
• 37:56
  recentering
• 37:57
  and
• 37:57
  grounding
• 37:57
  that
• 37:57
  that
• 37:58
  offers
• 37:58
  to
• 37:58
  people.
• 37:58
  So
• 37:58
  for
• 37:59
  folks
• 37:59
  who
• 37:59
  don't
• 37:59
  follow
• 38:00
  Goinder
• 38:01
  on
• 38:02
  X
• 38:02
  or
• 38:02
  on
• 38:03
  substack.
• 38:03
  I
• 38:04
  thoroughly
• 38:04
  recommend
• 38:05
  that
• 38:05
  you
• 38:05
  go
• 38:05
  and
• 38:05
  find
• 38:05
  him
• 38:06
  out
• 38:06
  there.
• 38:06
  The
• 38:06
  Prism
• 38:07
  is
• 38:07
  the
• 38:07
  name
• 38:07
  of
• 38:08
  go
• 38:08
  into
• 38:08
  this
• 38:08
  place
• 38:08
  on
• 38:09
  substacks
• 38:09
  to
• 38:10
  thoroughly
• 38:10
  encourage
• 38:10
  you
• 38:10
  to
• 38:11
  go
• 38:11
  find
• 38:11
  him
• 38:11
  on
• 38:11
  there
• 38:12
  or
• 38:12
  listen
• 38:12
  to
• 38:12
  one
• 38:12
  of
• 38:13
  the
• 38:13
  back
• 38:13
  catalog
• 38:13
  of
• 38:13
  seven
• 38:14
  Modern
• 38:15
  Wisdom
• 38:16
  episodes.
• 38:16
  Does
• 38:17
  that
• 38:17
  make
• 38:17
  you
• 38:17
  the
• 38:17
  most
• 38:18
  frequent
• 38:19
  guest,
• 38:20
  the
• 38:20
  model
• 38:21
  guest
• 38:21
  on?
• 38:21
  I'm
• 38:22
  not
• 38:22
  sure.
• 38:22
  Probably.
• 38:22
  I'm
• 38:23
  probably
• 38:23
  up
• 38:23
  there
• 38:23
  somewhere.
• 38:24
  I
• 38:24
  don't
• 38:24
  know
• 38:24
  if
• 38:24
  I'm
• 38:24
  the
• 38:24
  most,
• 38:25
  but
• 38:25
  I'm
• 38:26
  pretty
• 38:26
  high,
• 38:26
  I
• 38:26
  think.
• 38:26
  Yeah,
• 38:27
  working
• 38:27
  on
• 38:27
  it.
• 38:27
  Working
• 38:28
  on
• 38:28
  it.
• 38:28
  But
• 38:28
  thank
• 38:28
  you
• 38:29
  so
• 38:29
  much
• 38:29
  for
• 38:29
  coming
• 38:29
  on
• 38:29
  and
• 38:30
  spending
• 38:30
  your
• 38:30
  time
• 38:30
  with
• 38:30
  me
• 38:31
  this
• 38:31
  this
• 38:31
  morning,
• 38:32
  Gwenda.
• 38:32
  I'm
• 38:32
  sure
• 38:33
  me
• 38:33
  and
• 38:34
  all
• 38:34
  the
• 38:34
  folks
• 38:34
  listening
• 38:35
  and
• 38:35
  or
• 38:35
  watching
• 38:36
  really
• 38:37
  appreciate
• 38:37
  well
• 38:37
  have
• 38:37
  benefited
• 38:38
  from
• 38:38
  the
• 38:38
  insight.
• 38:39
  So
• 38:39
  thank
• 38:39
  you
• 38:40
  so
• 38:40
  much
• 38:40
  and
• 38:40
  good
• 38:40
  afternoon
• 38:41
  to
• 38:41
  you.
• 38:41
  Yeah,
• 38:42
  good
• 38:42
  afternoon.
• 38:42
  It's
• 38:42
  been
• 38:42
  a
• 38:43
  pleasure
• 38:43
  to
• 38:43
  talk
• 38:43
  to
• 38:44
  you.
• 38:44
  So
• 38:44
  it's
• 38:44
  gone
• 38:45
  a
• 38:45
  lot
• 38:45
  faster
• 38:45
  than
• 38:45
  normal,
• 38:46
  you
• 38:47
  know,
• 38:47
  so
• 38:47
  that's
• 38:47
  a
• 38:47
  sign
• 38:48
  that
• 38:48
  it
• 38:48
  was
• 38:48
  probably
• 38:48
  quite
• 38:48
  enjoyable,
• 38:49
  I
• 38:49
  think.
• 38:50
  Excellent.
• 38:50
  Thank
• 38:51
  you
• 38:51
  so
• 38:51
  much.
• 38:51
  Hey
• 38:52
  everyone,
• 38:52
  Graham
• 38:52
  here.
• 38:52
  Some
• 38:53
  bad
• 38:53
  news.
• 38:54
  We
• 38:54
  had
• 38:54
  some
• 38:55
  technical
• 38:55
  issues
• 38:55
  towards
• 38:56
  the
• 38:56
  end
• 38:56
  of
• 38:57
  the
• 38:57
  recording
• 38:57
  with
• 38:57
  my
• 38:58
  chat
• 38:58
  with
• 38:58
  Goinda,
• 38:59
  so
• 39:00
  we're
• 39:00
  gonna
• 39:00
  have
• 39:00
  to
• 39:00
  cut
• 39:00
  it
• 39:00
  off
• 39:01
  here.
• 39:01
  The
• 39:02
  good
• 39:02
  news
• 39:02
  is
• 39:03
  is
• 39:03
  that
• 39:03
  means.
• 39:03
  He'S
• 39:03
  gonna
• 39:04
  have
• 39:04
  to
• 39:04
  come
• 39:04
  back
• 39:04
  on.
• 39:05
  You
• 39:05
  know,
• 39:05
  I
• 39:05
  for
• 39:06
  one
• 39:06
  know
• 39:06
  that
• 39:06
  I
• 39:06
  could
• 39:06
  have
• 39:06
  spoken
• 39:07
  to
• 39:07
  him
• 39:08
  for
• 39:08
  a
• 39:08
  whole
• 39:09
  lot
• 39:09
  longer
• 39:09
  and
• 39:10
  had
• 39:10
  a
• 39:10
  great
• 39:11
  time.
• 39:11
  So
• 39:12
  hopefully
• 39:13
  we'll
• 39:13
  see
• 39:13
  him
• 39:13
  make
• 39:14
  a
• 39:14
  return
• 39:14
  guest
• 39:14
  and
• 39:14
  try
• 39:15
  and
• 39:15
  work
• 39:15
  his
• 39:15
  way
• 39:15
  up
• 39:15
  to
• 39:16
  seven
• 39:16
  appearances
• 39:16
  on
• 39:17
  my
• 39:17
  podcast
• 39:17
  too.
• 39:18
  So
• 39:18
  thanks
• 39:19
  for
• 39:19
  listening.
• 39:20
  This
• 39:20
  has
• 39:20
  been
• 39:21
  Scale
• 39:21
  youe
• 39:21
  Business
• 39:21
  With
• 39:22
  Data.
• 39:22
  I
• 39:22
  will
• 39:23
  see
• 39:23
  you
• 39:23
  next
• 39:24
  time.
• 39:24
  Thanks
• 39:25
  for
• 39:25
  tuning
• 39:25
  in
• 39:25
  to
• 39:26
  Scale
• 39:26
  youe
• 39:26
  Business
• 39:26
  with
• 39:27
  Data.
• 39:27
  If
• 39:27
  today's
• 39:28
  conversation
• 39:28
  gave
• 39:29
  you
• 39:29
  even
• 39:29
  one
• 39:29
  insight,
• 39:30
  one
• 39:30
  aha
• 39:30
  moment,
• 39:31
  or
• 39:31
  one
• 39:31
  new
• 39:31
  idea
• 39:32
  to
• 39:32
  take
• 39:32
  action
• 39:33
  on,
• 39:33
  do
• 39:33
  me
• 39:33
  a
• 39:34
  favor,
• 39:35
  subscribe,
• 39:35
  leave
• 39:36
  a
• 39:36
  review,
• 39:36
  and
• 39:36
  share
• 39:37
  this
• 39:37
  with
• 39:37
  someone
• 39:37
  who's
• 39:38
  ready
• 39:38
  to
• 39:38
  level
• 39:38
  up.
• 39:39
  Until
• 39:39
  next
• 39:39
  time,
• 39:40
  keep
• 39:40
  asking
• 39:40
  the
• 39:40
  right
• 39:41
  questions,
• 39:41
  keep
• 39:42
  challenging
• 39:42
  the
• 39:42
  status
• 39:43
  quo,
• 39:43
  and
• 39:43
  keep
• 39:44
  scaling
• 39:44
  with
• 39:44
  Data.