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Transcript

Driving Traffic to Your Events: How Iryna Kremin built a Global Beauty Summit · The PIMS Influence

• 0:00
  Hello,
• 0:00
  I'm
• 0:00
  Mike
• 0:01
  Ryan.
• 0:01
  I'm
• 0:01
  the
• 0:01
  Chief
• 0:02
  Networking
• 0:02
  Officer
• 0:02
  at
• 0:03
  pims.
• 0:03
  And
• 0:03
  welcome
• 0:04
  to
• 0:04
  our
• 0:04
  second
• 0:04
  season
• 0:05
  of
• 0:05
  Minutes
• 0:05
  with
• 0:05
  Mike.
• 0:06
  Now,
• 0:07
  in
• 0:07
  my
• 0:07
  33rd
• 0:07
  year
• 0:08
  at
• 0:08
  PIMS,
• 0:08
  I've
• 0:09
  had
• 0:09
  the
• 0:09
  privilege
• 0:09
  of
• 0:09
  partnering
• 0:10
  with
• 0:10
  companies
• 0:10
  both
• 0:11
  large
• 0:11
  and
• 0:11
  small,
• 0:12
  supporting
• 0:12
  their
• 0:12
  PR
• 0:13
  and
• 0:13
  marketing
• 0:13
  through
• 0:13
  customized
• 0:14
  fulfillment
• 0:15
  and
• 0:15
  distribution
• 0:16
  that
• 0:16
  delivers
• 0:16
  measurable
• 0:17
  impact
• 0:17
  on
• 0:18
  their
• 0:18
  brand
• 0:18
  perception,
• 0:19
  boosts
• 0:20
  positive
• 0:20
  affinity,
• 0:21
  and
• 0:21
  fuels
• 0:21
  their
• 0:21
  overall
• 0:22
  brand
• 0:22
  performance.
• 0:23
  Throughout
• 0:24
  my
• 0:24
  career,
• 0:24
  I've
• 0:25
  had
• 0:25
  the
• 0:25
  chance
• 0:25
  to
• 0:25
  work
• 0:25
  alongside
• 0:26
  many
• 0:26
  talented
• 0:27
  folks.
• 0:28
  This
• 0:28
  is
• 0:28
  their
• 0:29
  story.
• 0:30
  On
• 0:30
  this
• 0:30
  show,
• 0:30
  we'll
• 0:31
  sit
• 0:31
  down
• 0:31
  with
• 0:31
  some
• 0:31
  of
• 0:31
  the
• 0:31
  world's
• 0:32
  top
• 0:32
  marketing
• 0:32
  and
• 0:32
  business
• 0:33
  thought
• 0:33
  leaders
• 0:33
  to
• 0:34
  learn
• 0:34
  more
• 0:34
  about
• 0:34
  their
• 0:35
  success,
• 0:36
  how
• 0:36
  they
• 0:36
  got
• 0:36
  there,
• 0:36
  how
• 0:37
  marketing
• 0:37
  helped
• 0:38
  them
• 0:38
  achieve
• 0:38
  their
• 0:38
  goals,
• 0:39
  what
• 0:39
  strategies
• 0:40
  they
• 0:40
  used,
• 0:40
  and
• 0:41
  what
• 0:41
  inspires
• 0:41
  them.
• 0:42
  Please
• 0:42
  join
• 0:43
  me
• 0:43
  on
• 0:43
  this
• 0:43
  journey
• 0:43
  as
• 0:44
  we
• 0:44
  learn
• 0:44
  from
• 0:44
  those
• 0:44
  who
• 0:45
  are
• 0:45
  changing
• 0:45
  the
• 0:45
  way
• 0:45
  we
• 0:45
  think
• 0:46
  about
• 0:46
  business.
• 0:47
  So
• 0:47
  sit
• 0:47
  back,
• 0:48
  enjoy
• 0:49
  your
• 0:49
  listening
• 0:49
  to
• 0:50
  Minutes
• 0:50
  with
• 0:50
  Mike.
• 0:54
  Welcome
• 0:55
  to
• 0:55
  Minutes
• 0:55
  with
• 0:55
  Mike.
• 0:56
  I
• 0:56
  have
• 0:56
  my
• 0:57
  very
• 0:57
  special
• 0:57
  guest,
• 0:58
  Irina
• 0:58
  Cremen.
• 0:59
  Welcome
• 0:59
  to
• 0:59
  Minutes
• 1:00
  with
• 1:00
  Mike.
• 1:02
  Thank
• 1:02
  you
• 1:02
  for
• 1:02
  inviting
• 1:03
  me.
• 1:04
  Look
• 1:04
  at
• 1:05
  that.
• 1:05
  I
• 1:05
  love
• 1:05
  it.
• 1:05
  I
• 1:06
  love
• 1:06
  it.
• 1:06
  She's
• 1:06
  got
• 1:06
  the
• 1:06
  shirt,
• 1:07
  this
• 1:07
  mug.
• 1:07
  We
• 1:07
  got
• 1:08
  all
• 1:08
  the
• 1:08
  swag
• 1:08
  going.
• 1:09
  Beautiful.
• 1:09
  Love
• 1:10
  it.
• 1:10
  Really
• 1:10
  appreciate
• 1:11
  it.
• 1:11
  We're
• 1:11
  gonna
• 1:12
  dive
• 1:12
  right
• 1:12
  in,
• 1:12
  jump
• 1:13
  right
• 1:13
  in,
• 1:13
  because
• 1:13
  I
• 1:13
  want
• 1:13
  to
• 1:14
  pick
• 1:14
  your
• 1:14
  brain.
• 1:15
  I
• 1:15
  met
• 1:16
  Irina
• 1:16
  at
• 1:17
  Inner
• 1:17
  Cost,
• 1:17
  which
• 1:18
  is
• 1:18
  up
• 1:18
  her
• 1:19
  fantastic
• 1:20
  event
• 1:20
  that
• 1:20
  she
• 1:21
  has.
• 1:21
  I
• 1:22
  met
• 1:22
  her
• 1:22
  at
• 1:22
  the
• 1:23
  one
• 1:23
  that
• 1:24
  she
• 1:24
  had
• 1:24
  at
• 1:24
  San
• 1:24
  Diego,
• 1:25
  but
• 1:25
  I
• 1:26
  did
• 1:26
  meet
• 1:26
  her
• 1:26
  without
• 1:27
  meeting
• 1:27
  her.
• 1:27
  David
• 1:28
  Silberglight
• 1:29
  had
• 1:29
  gone
• 1:29
  to
• 1:29
  an
• 1:29
  event
• 1:30
  a
• 1:30
  couple
• 1:30
  of
• 1:30
  years
• 1:31
  ago
• 1:31
  and
• 1:31
  came
• 1:32
  back
• 1:32
  to
• 1:32
  Pimms
• 1:33
  invigorated,
• 1:34
  excited,
• 1:35
  energized,
• 1:35
  and
• 1:36
  was
• 1:36
  telling
• 1:36
  everybody
• 1:37
  who
• 1:37
  would
• 1:37
  listen
• 1:37
  about
• 1:38
  the
• 1:38
  wonderful
• 1:39
  woman
• 1:39
  and
• 1:39
  this
• 1:39
  event
• 1:40
  and
• 1:40
  all
• 1:41
  the
• 1:41
  people
• 1:41
  that
• 1:41
  he
• 1:41
  had
• 1:41
  met
• 1:42
  and
• 1:42
  all
• 1:42
  the
• 1:42
  great
• 1:42
  things
• 1:42
  he
• 1:43
  had.
• 1:43
  So
• 1:43
  when
• 1:44
  we
• 1:44
  started
• 1:44
  doing
• 1:44
  Minutes
• 1:45
  with
• 1:45
  Mike,
• 1:45
  of
• 1:45
  course
• 1:45
  we
• 1:46
  thought
• 1:46
  of
• 1:46
  her
• 1:46
  and
• 1:46
  wanted
• 1:46
  to
• 1:47
  bring
• 1:47
  her
• 1:47
  on.
• 1:47
  I
• 1:48
  Irina,
• 1:48
  welcome.
• 1:48
  Tell
• 1:49
  us
• 1:49
  a
• 1:49
  little
• 1:49
  bit
• 1:49
  about
• 1:49
  what
• 1:50
  innercost
• 1:50
  Summit
• 1:51
  is,
• 1:51
  how
• 1:52
  it
• 1:52
  started
• 1:52
  and
• 1:52
  where
• 1:53
  you
• 1:53
  came
• 1:53
  up
• 1:53
  with
• 1:53
  a
• 1:53
  wonderful
• 1:54
  idea.
• 1:56
  Well,
• 1:56
  thank
• 1:56
  you
• 1:57
  for
• 1:57
  inviting
• 1:57
  me.
• 1:57
  First,
• 1:58
  shout
• 1:58
  out
• 1:58
  to
• 1:59
  David
• 1:59
  Silbergrace.
• 2:00
  He
• 2:01
  is
• 2:01
  our
• 2:01
  favorite,
• 2:02
  favorite
• 2:02
  person.
• 2:03
  He
• 2:03
  has
• 2:04
  it
• 2:04
  all,
• 2:04
  what
• 2:04
  we
• 2:05
  like.
• 2:05
  He's
• 2:06
  very
• 2:06
  passionate
• 2:07
  about
• 2:07
  what
• 2:08
  he
• 2:08
  does.
• 2:08
  He's
• 2:09
  hard
• 2:09
  working.
• 2:09
  He's
• 2:10
  very
• 2:10
  committed
• 2:11
  to
• 2:11
  his
• 2:11
  client,
• 2:11
  and
• 2:12
  at
• 2:12
  the
• 2:12
  same
• 2:12
  time,
• 2:13
  he's
• 2:13
  really
• 2:14
  nice
• 2:14
  human
• 2:14
  being
• 2:15
  and
• 2:15
  fun
• 2:16
  person
• 2:16
  to
• 2:16
  be
• 2:16
  around.
• 2:17
  So
• 2:17
  I
• 2:18
  feel
• 2:18
  his
• 2:18
  head
• 2:18
  as
• 2:18
  he
• 2:18
  watches
• 2:19
  is
• 2:19
  getting
• 2:19
  bigger
• 2:20
  and
• 2:20
  bigger.
• 2:21
  This
• 2:21
  is
• 2:21
  who
• 2:21
  we
• 2:22
  like.
• 2:22
  This
• 2:22
  is
• 2:23
  our
• 2:23
  inor
• 2:23
  people.
• 2:24
  Now
• 2:25
  back
• 2:25
  to
• 2:26
  me.
• 2:28
  First
• 2:28
  of
• 2:28
  all,
• 2:28
  like
• 2:29
  in
• 2:29
  my
• 2:29
  life,
• 2:29
  I
• 2:30
  like
• 2:30
  three
• 2:30
  things.
• 2:31
  I
• 2:31
  would
• 2:31
  say.
• 2:31
  I
• 2:32
  like
• 2:32
  people.
• 2:32
  I
• 2:33
  love
• 2:33
  interesting
• 2:34
  people,
• 2:34
  meeting
• 2:34
  interesting
• 2:35
  people,
• 2:35
  and
• 2:36
  I
• 2:36
  like
• 2:36
  to
• 2:36
  Learn
• 2:37
  and
• 2:37
  I
• 2:38
  like
• 2:38
  to
• 2:38
  have
• 2:38
  fun.
• 2:39
  And
• 2:39
  all
• 2:40
  these
• 2:40
  three
• 2:40
  elements
• 2:41
  are
• 2:41
  combined
• 2:42
  into
• 2:42
  the
• 2:42
  one
• 2:43
  brand
• 2:43
  which
• 2:43
  called
• 2:43
  in
• 2:44
  a
• 2:44
  course.
• 2:45
  So
• 2:45
  this
• 2:46
  is
• 2:46
  how
• 2:46
  I
• 2:46
  started.
• 2:47
  I,
• 2:48
  I,
• 2:48
  I
• 2:48
  like
• 2:48
  to
• 2:49
  go
• 2:49
  to
• 2:49
  the
• 2:49
  conferences.
• 2:50
  I
• 2:50
  like
• 2:50
  been
• 2:51
  event
• 2:51
  junkie
• 2:52
  for,
• 2:52
  for
• 2:52
  years,
• 2:52
  let's
• 2:53
  say.
• 2:53
  And
• 2:54
  I
• 2:54
  found
• 2:54
  that
• 2:54
  sometimes
• 2:55
  going
• 2:56
  to
• 2:56
  the
• 2:56
  conference
• 2:56
  can
• 2:57
  be
• 2:57
  a
• 2:57
  little
• 2:57
  bit
• 2:57
  stressful.
• 2:58
  You
• 2:58
  know,
• 2:58
  you
• 2:58
  come
• 2:59
  into
• 2:59
  the
• 2:59
  room,
• 2:59
  you're
• 2:59
  a
• 3:00
  little
• 3:00
  bit
• 3:00
  like
• 3:01
  outsider.
• 3:02
  You're
• 3:02
  trying
• 3:02
  to
• 3:02
  fit
• 3:03
  in
• 3:03
  different
• 3:03
  group
• 3:04
  and
• 3:04
  think
• 3:04
  groups
• 3:05
  and
• 3:05
  things
• 3:05
  like
• 3:05
  that.
• 3:06
  And
• 3:06
  I
• 3:07
  just
• 3:07
  wanted
• 3:07
  to
• 3:08
  do
• 3:08
  a
• 3:08
  create
• 3:08
  event
• 3:09
  which
• 3:09
  I
• 3:09
  would
• 3:09
  like
• 3:09
  to
• 3:10
  attend.
• 3:10
  You
• 3:10
  know,
• 3:10
  whether
• 3:10
  people
• 3:11
  will
• 3:11
  welcome
• 3:11
  me
• 3:12
  like
• 3:12
  in
• 3:12
  the
• 3:12
  family
• 3:13
  where
• 3:13
  we
• 3:13
  can
• 3:14
  spend
• 3:15
  time
• 3:15
  together
• 3:16
  to
• 3:16
  hang
• 3:16
  out,
• 3:17
  not
• 3:17
  just
• 3:17
  like
• 3:17
  coming
• 3:18
  go
• 3:18
  through.
• 3:18
  Because
• 3:18
  sometimes
• 3:19
  you
• 3:19
  go
• 3:19
  to
• 3:20
  the
• 3:20
  conference,
• 3:20
  you
• 3:21
  have
• 3:21
  like
• 3:21
  amazing
• 3:21
  speaker
• 3:22
  you,
• 3:23
  you
• 3:23
  like,
• 3:23
  you
• 3:23
  invested
• 3:24
  in
• 3:24
  order
• 3:25
  to
• 3:25
  go
• 3:25
  to
• 3:25
  see
• 3:25
  the
• 3:25
  speakers
• 3:26
  and
• 3:26
  then
• 3:26
  you
• 3:27
  standing
• 3:27
  next
• 3:27
  to
• 3:27
  the
• 3:28
  stage
• 3:28
  trying
• 3:28
  to
• 3:28
  get
• 3:29
  a
• 3:29
  few
• 3:29
  minutes
• 3:29
  with
• 3:29
  him
• 3:30
  or
• 3:30
  her
• 3:31
  and
• 3:31
  then
• 3:31
  she's
• 3:32
  gone,
• 3:33
  right?
• 3:33
  So
• 3:33
  it's
• 3:34
  like
• 3:35
  yes,
• 3:36
  the
• 3:36
  quality
• 3:36
  time
• 3:37
  is
• 3:37
  interesting.
• 3:37
  People
• 3:38
  learning
• 3:39
  and
• 3:39
  having
• 3:39
  fun.
• 3:40
  This
• 3:40
  is
• 3:40
  what,
• 3:41
  you
• 3:41
  know,
• 3:42
  this
• 3:42
  is
• 3:42
  what
• 3:42
  gives
• 3:43
  me
• 3:43
  joy
• 3:44
  and
• 3:44
  this
• 3:45
  is
• 3:45
  why
• 3:45
  I
• 3:45
  have
• 3:46
  created
• 3:46
  this
• 3:46
  brand.
• 3:47
  You
• 3:47
  know,
• 3:48
  the
• 3:48
  cosmetic
• 3:48
  personal
• 3:49
  care
• 3:49
  fragrance
• 3:50
  World
• 3:50
  Beauty
• 3:51
  Wellness.
• 3:52
  There
• 3:52
  are
• 3:52
  a
• 3:52
  lot
• 3:53
  of
• 3:53
  different
• 3:53
  events.
• 3:54
  I
• 3:54
  attend
• 3:54
  some
• 3:55
  of
• 3:55
  them
• 3:55
  as
• 3:55
  well.
• 3:56
  And
• 3:56
  they
• 3:56
  all
• 3:56
  focus
• 3:57
  on
• 3:57
  primarily
• 3:58
  different
• 3:58
  things
• 3:58
  that
• 3:59
  are
• 3:59
  going
• 3:59
  on
• 3:59
  in
• 3:59
  our
• 3:59
  world
• 4:00
  and
• 4:00
  ways
• 4:00
  that
• 4:00
  we
• 4:00
  can
• 4:01
  adapt
• 4:01
  in
• 4:01
  their
• 4:01
  learning
• 4:02
  experiences.
• 4:02
  But
• 4:02
  what
• 4:02
  do
• 4:03
  you
• 4:03
  think
• 4:03
  sets
• 4:03
  inner
• 4:04
  costs
• 4:04
  aside?
• 4:05
  What,
• 4:05
  what
• 4:05
  is
• 4:05
  the
• 4:05
  big
• 4:06
  separator
• 4:06
  between
• 4:07
  the
• 4:07
  inner
• 4:08
  cost
• 4:08
  event
• 4:08
  and
• 4:08
  other
• 4:09
  events
• 4:09
  that
• 4:09
  people
• 4:09
  might
• 4:09
  attend?
• 4:11
  I
• 4:11
  would
• 4:11
  say
• 4:12
  diversity.
• 4:12
  I
• 4:12
  really
• 4:13
  like
• 4:13
  to
• 4:13
  have
• 4:13
  like
• 4:13
  a
• 4:14
  very
• 4:14
  interesting,
• 4:14
  diverse
• 4:15
  group
• 4:15
  in
• 4:15
  terms
• 4:15
  of
• 4:16
  the
• 4:16
  industries,
• 4:17
  in
• 4:17
  terms
• 4:17
  of
• 4:17
  the
• 4:18
  size
• 4:19
  of
• 4:19
  the
• 4:19
  companies,
• 4:20
  different
• 4:21
  cultures
• 4:21
  and
• 4:22
  things
• 4:22
  like
• 4:22
  that.
• 4:22
  Then
• 4:22
  you
• 4:22
  have
• 4:23
  a
• 4:23
  really
• 4:23
  interesting
• 4:23
  conversations,
• 4:24
  right.
• 4:25
  And
• 4:25
  I
• 4:25
  think
• 4:25
  that
• 4:25
  the
• 4:26
  special
• 4:26
  things
• 4:26
  in
• 4:27
  a
• 4:27
  course,
• 4:27
  it's
• 4:27
  all
• 4:27
  these
• 4:27
  special
• 4:28
  people
• 4:29
  who
• 4:29
  like
• 4:29
  to
• 4:29
  learn,
• 4:30
  who
• 4:31
  don't
• 4:31
  afraid
• 4:31
  to
• 4:31
  share,
• 4:32
  who
• 4:32
  are
• 4:33
  open,
• 4:34
  who
• 4:34
  many
• 4:34
  of
• 4:34
  them
• 4:34
  like
• 4:35
  to
• 4:35
  travel
• 4:36
  and
• 4:36
  just
• 4:37
  value
• 4:37
  the
• 4:37
  good
• 4:38
  quality
• 4:38
  connections.
• 4:39
  Right.
• 4:39
  And
• 4:39
  have
• 4:39
  fun.
• 4:40
  How
• 4:40
  do
• 4:41
  you
• 4:41
  acquire
• 4:42
  the
• 4:42
  people
• 4:43
  not
• 4:43
  only
• 4:43
  that
• 4:44
  will
• 4:44
  be
• 4:44
  attending,
• 4:45
  but
• 4:45
  the
• 4:45
  speakers
• 4:45
  themselves.
• 4:46
  I
• 4:46
  know
• 4:46
  they're
• 4:46
  one
• 4:47
  and
• 4:47
  the
• 4:47
  same
• 4:47
  because
• 4:48
  most
• 4:48
  of
• 4:48
  not
• 4:48
  all
• 4:49
  the
• 4:49
  people
• 4:49
  that
• 4:49
  speak
• 4:50
  are
• 4:50
  also
• 4:51
  attendees.
• 4:51
  But
• 4:52
  you
• 4:52
  know,
• 4:52
  when
• 4:52
  I
• 4:53
  went,
• 4:53
  Dave
• 4:53
  had
• 4:54
  pre
• 4:54
  told
• 4:54
  me
• 4:55
  in
• 4:55
  advance
• 4:55
  that
• 4:55
  I
• 4:55
  was
• 4:55
  going
• 4:56
  to
• 4:56
  meet
• 4:56
  all
• 4:56
  these
• 4:56
  interesting
• 4:57
  people
• 4:57
  from
• 4:57
  all
• 4:58
  different
• 4:58
  aspects.
• 4:58
  As
• 4:58
  you
• 4:59
  said,
• 4:59
  different
• 4:59
  landscapes,
• 5:00
  diverse
• 5:00
  and
• 5:01
  certainly
• 5:01
  different
• 5:01
  verticals
• 5:02
  that
• 5:02
  they
• 5:02
  come
• 5:02
  from.
• 5:03
  But
• 5:03
  I
• 5:03
  was
• 5:03
  most
• 5:04
  intrigued
• 5:04
  with
• 5:04
  the
• 5:05
  fact
• 5:05
  that
• 5:05
  I
• 5:05
  would
• 5:05
  sit
• 5:06
  and
• 5:06
  listen
• 5:06
  to
• 5:07
  these
• 5:07
  speakers.
• 5:07
  And
• 5:07
  as
• 5:08
  I'm
• 5:08
  sitting,
• 5:08
  I'm
• 5:09
  surrounded
• 5:09
  on
• 5:09
  one
• 5:09
  side
• 5:10
  by,
• 5:10
  you
• 5:10
  know,
• 5:11
  the
• 5:11
  higher
• 5:11
  ups
• 5:11
  of
• 5:12
  large
• 5:12
  conglomerates,
• 5:13
  VPs
• 5:14
  of
• 5:14
  marketing
• 5:14
  and
• 5:15
  such,
• 5:15
  CEOs,
• 5:16
  that
• 5:16
  type
• 5:16
  thing.
• 5:16
  And
• 5:17
  on
• 5:17
  the
• 5:17
  other
• 5:17
  side
• 5:17
  I'm
• 5:18
  welcomed
• 5:18
  with
• 5:19
  a
• 5:19
  person
• 5:19
  that
• 5:20
  has
• 5:20
  one
• 5:20
  or
• 5:20
  two
• 5:20
  people
• 5:20
  to
• 5:21
  a
• 5:21
  company
• 5:21
  that
• 5:22
  just
• 5:22
  getting
• 5:22
  started,
• 5:23
  a
• 5:23
  beauty
• 5:24
  brand,
• 5:24
  wellness
• 5:24
  brand,
• 5:25
  that
• 5:25
  they're
• 5:25
  coming
• 5:26
  there
• 5:26
  to
• 5:26
  learn
• 5:27
  from
• 5:27
  the
• 5:27
  people
• 5:28
  that
• 5:28
  have
• 5:28
  done
• 5:28
  it
• 5:28
  before
• 5:29
  and
• 5:29
  help
• 5:29
  them
• 5:30
  adapt
• 5:30
  to
• 5:31
  what's
• 5:31
  next
• 5:31
  in
• 5:31
  their
• 5:31
  world.
• 5:32
  How
• 5:32
  do
• 5:32
  you
• 5:32
  acquire
• 5:33
  or
• 5:33
  connect
• 5:33
  with
• 5:34
  the
• 5:34
  right
• 5:34
  professionals
• 5:35
  to
• 5:36
  be
• 5:36
  speakers
• 5:37
  at
• 5:37
  these
• 5:37
  events,
• 5:37
  to
• 5:38
  attend
• 5:38
  these
• 5:38
  events?
• 5:39
  How
• 5:39
  do
• 5:39
  you
• 5:39
  expand
• 5:40
  on
• 5:40
  the
• 5:40
  attendees
• 5:41
  that
• 5:41
  come
• 5:41
  to
• 5:41
  these
• 5:42
  events?
• 5:43
  Yeah,
• 5:43
  and
• 5:43
  let
• 5:43
  me
• 5:43
  add
• 5:44
  these
• 5:44
  amazing
• 5:45
  speakers.
• 5:45
  They're
• 5:45
  staying
• 5:46
  for
• 5:46
  whole
• 5:47
  day.
• 5:47
  You
• 5:47
  know
• 5:48
  when
• 5:48
  I
• 5:48
  invited
• 5:49
  speakers
• 5:49
  I
• 5:49
  said
• 5:50
  it,
• 5:50
  we
• 5:50
  don't
• 5:50
  come
• 5:51
  and
• 5:51
  go,
• 5:51
  we
• 5:51
  stay
• 5:52
  for
• 5:52
  the
• 5:52
  whole
• 5:52
  two
• 5:53
  days.
• 5:53
  And
• 5:53
  this
• 5:54
  is
• 5:54
  why
• 5:54
  it's
• 5:54
  so
• 5:54
  special
• 5:55
  where
• 5:55
  fine.
• 5:56
  I
• 5:56
  find
• 5:56
  first
• 5:56
  of
• 5:56
  all,
• 5:57
  let
• 5:57
  me
• 5:57
  tell
• 5:57
  you,
• 5:57
  I'm
• 5:58
  event
• 5:58
  junkie
• 5:59
  if
• 5:59
  you
• 5:59
  didn't
• 5:59
  understand
• 6:00
  it
• 6:00
  yet.
• 6:00
  And
• 6:01
  I'm
• 6:01
  going
• 6:01
  to
• 6:01
  like
• 6:01
  whole
• 6:02
  events.
• 6:02
  I've
• 6:02
  been
• 6:02
  in
• 6:03
  all
• 6:03
  of
• 6:03
  them,
• 6:03
  let's
• 6:04
  say
• 6:04
  big,
• 6:04
  small,
• 6:05
  different
• 6:05
  sizes,
• 6:06
  different
• 6:06
  target
• 6:07
  audience
• 6:07
  and
• 6:08
  things
• 6:08
  like
• 6:08
  that.
• 6:09
  And
• 6:09
  of
• 6:09
  course
• 6:09
  the
• 6:09
  best
• 6:10
  way
• 6:10
  is
• 6:10
  to
• 6:10
  to
• 6:11
  hear
• 6:11
  somebody,
• 6:11
  right?
• 6:12
  You
• 6:12
  hear
• 6:12
  many
• 6:12
  speakers
• 6:13
  and
• 6:13
  you
• 6:13
  find
• 6:13
  one
• 6:14
  or
• 6:14
  two
• 6:14
  who
• 6:14
  you
• 6:14
  really
• 6:15
  particularly
• 6:15
  like.
• 6:16
  I
• 6:16
  choose
• 6:16
  the
• 6:16
  speakers
• 6:17
  also
• 6:17
  for
• 6:17
  the
• 6:17
  energy
• 6:18
  they
• 6:18
  project
• 6:19
  there
• 6:19
  is
• 6:19
  like
• 6:20
  it
• 6:20
  doesn't
• 6:20
  have
• 6:21
  to
• 6:21
  be
• 6:21
  like
• 6:21
  super
• 6:21
  professional
• 6:22
  speaker
• 6:22
  but
• 6:23
  it
• 6:23
  has
• 6:23
  like
• 6:24
  sense
• 6:24
  of
• 6:24
  humor
• 6:25
  and
• 6:25
  energy
• 6:26
  and
• 6:26
  interesting
• 6:27
  case
• 6:27
  study.
• 6:27
  Then
• 6:28
  I'm
• 6:28
  just
• 6:28
  like
• 6:28
  go
• 6:28
  and
• 6:29
  approach
• 6:29
  them
• 6:29
  and
• 6:30
  yeah,
• 6:30
  I'm
• 6:30
  working
• 6:30
  hard
• 6:31
  to
• 6:31
  find
• 6:31
  them.
• 6:31
  I
• 6:32
  approach
• 6:32
  many
• 6:33
  and
• 6:33
  sometimes
• 6:33
  not
• 6:34
  all
• 6:34
  of
• 6:34
  can
• 6:34
  make
• 6:35
  it
• 6:35
  immediately.
• 6:35
  They
• 6:36
  could
• 6:36
  make
• 6:36
  it
• 6:36
  maybe
• 6:36
  next
• 6:37
  year
• 6:37
  and
• 6:37
  things
• 6:37
  like
• 6:38
  that.
• 6:38
  But
• 6:38
  this
• 6:39
  is
• 6:39
  one
• 6:39
  source,
• 6:39
  another
• 6:40
  source
• 6:40
  of
• 6:40
  course
• 6:41
  because
• 6:41
  we
• 6:41
  have
• 6:41
  so
• 6:42
  many,
• 6:42
  so
• 6:43
  little
• 6:43
  hours
• 6:44
  during
• 6:44
  the
• 6:44
  day
• 6:45
  and
• 6:45
  you
• 6:45
  know
• 6:45
  like
• 6:46
  conferences
• 6:46
  are
• 6:46
  all
• 6:47
  about
• 6:47
  innovations
• 6:48
  and
• 6:48
  in
• 6:48
  order
• 6:48
  to
• 6:48
  find
• 6:48
  out
• 6:49
  new
• 6:49
  innovations
• 6:49
  you
• 6:50
  need
• 6:50
  to
• 6:50
  look
• 6:50
  at
• 6:50
  news.
• 6:51
  I
• 6:51
  read
• 6:52
  some
• 6:52
  newsletters.
• 6:53
  My
• 6:53
  go
• 6:54
  to
• 6:54
  is
• 6:55
  Beauty
• 6:55
  Matter
• 6:56
  newsletter
• 6:57
  which
• 6:57
  is
• 6:57
  like
• 6:57
  amazing.
• 6:58
  I
• 6:58
  really
• 6:58
  like
• 6:58
  the
• 6:58
  articles,
• 6:59
  the
• 6:59
  depth
• 7:00
  and
• 7:00
  and
• 7:01
  just
• 7:01
  reading
• 7:01
  this
• 7:02
  newsletter
• 7:02
  I
• 7:03
  think
• 7:03
  you
• 7:03
  it
• 7:03
  can
• 7:04
  be
• 7:04
  an
• 7:04
  authentic.
• 7:04
  But
• 7:05
  you
• 7:05
  know
• 7:05
  I
• 7:06
  read
• 7:06
  a
• 7:06
  few
• 7:06
  others
• 7:08
  and
• 7:08
  yeah
• 7:09
  this
• 7:09
  is
• 7:09
  why
• 7:09
  I
• 7:09
  find
• 7:09
  the
• 7:09
  interesting
• 7:10
  brands
• 7:10
  and
• 7:10
  then
• 7:11
  I'm
• 7:11
  just
• 7:11
  like
• 7:11
  go
• 7:11
  on
• 7:11
  LinkedIn.
• 7:12
  I
• 7:12
  approach
• 7:12
  them
• 7:13
  like
• 7:13
  different
• 7:13
  ways
• 7:14
  and
• 7:14
  trying
• 7:14
  to
• 7:14
  ask
• 7:15
  my
• 7:16
  network
• 7:16
  if
• 7:16
  they
• 7:17
  can
• 7:17
  introduce
• 7:18
  me.
• 7:18
  So
• 7:18
  like
• 7:18
  I
• 7:19
  work
• 7:19
  very
• 7:19
  hard
• 7:19
  to
• 7:20
  get
• 7:20
  the
• 7:20
  best
• 7:20
  speakers
• 7:21
  and
• 7:21
  when
• 7:21
  I
• 7:21
  look
• 7:22
  in
• 7:22
  the
• 7:22
  right
• 7:22
  now
• 7:23
  on
• 7:23
  the
• 7:23
  list
• 7:23
  of
• 7:23
  the
• 7:23
  speakers
• 7:24
  for
• 7:24
  Napa
• 7:24
  Valley
• 7:25
  I
• 7:25
  have
• 7:25
  like
• 7:25
  goosebumps.
• 7:26
  There
• 7:26
  is
• 7:26
  so
• 7:27
  many
• 7:27
  interesting
• 7:27
  people.
• 7:28
  I
• 7:28
  can't
• 7:28
  wait.
• 7:29
  And
• 7:29
  they
• 7:29
  are
• 7:30
  amazing
• 7:30
  really.
• 7:31
  And
• 7:31
  again
• 7:32
  coming
• 7:32
  from
• 7:32
  such
• 7:33
  a
• 7:33
  diverse
• 7:33
  background,
• 7:34
  they
• 7:34
  really
• 7:34
  bring
• 7:35
  to
• 7:35
  the
• 7:35
  table
• 7:36
  all
• 7:36
  the
• 7:36
  information
• 7:37
  that
• 7:37
  you're
• 7:37
  hoping
• 7:37
  to
• 7:37
  gain
• 7:38
  all
• 7:38
  the
• 7:39
  transactional
• 7:40
  feedback
• 7:40
  that
• 7:40
  you're
• 7:40
  getting
• 7:41
  from
• 7:41
  them.
• 7:41
  Being
• 7:41
  able
• 7:41
  to,
• 7:42
  you
• 7:42
  know,
• 7:42
  certainly
• 7:43
  ask
• 7:43
  these
• 7:43
  questions
• 7:44
  of
• 7:44
  these
• 7:44
  people
• 7:44
  in
• 7:45
  this
• 7:45
  type
• 7:45
  of
• 7:45
  a
• 7:45
  setting
• 7:46
  really,
• 7:46
  really
• 7:47
  encourages
• 7:47
  the
• 7:48
  people
• 7:48
  to,
• 7:48
  to
• 7:49
  be
• 7:49
  part
• 7:49
  of
• 7:49
  it.
• 7:49
  Not
• 7:49
  just
• 7:50
  sort
• 7:50
  of
• 7:50
  listen,
• 7:50
  but
• 7:50
  to
• 7:51
  be
• 7:51
  a
• 7:51
  part
• 7:51
  of
• 7:51
  it.
• 7:52
  You
• 7:52
  know,
• 7:52
  in
• 7:53
  your
• 7:53
  world
• 7:53
  you
• 7:53
  are
• 7:54
  an
• 7:54
  entrepreneur
• 7:55
  as
• 7:55
  well,
• 7:55
  right?
• 7:56
  You,
• 7:56
  you
• 7:56
  wear
• 7:56
  many
• 7:56
  hats
• 7:57
  within
• 7:57
  a
• 7:57
  cost.
• 7:57
  You
• 7:57
  are
• 7:58
  a
• 7:58
  hostess,
• 7:59
  you
• 7:59
  are
• 7:59
  the
• 7:59
  event
• 8:00
  planner,
• 8:01
  you
• 8:01
  are
• 8:01
  the,
• 8:02
  the,
• 8:02
  the
• 8:03
  person
• 8:03
  that
• 8:03
  makes
• 8:03
  everybody
• 8:04
  sort
• 8:05
  of
• 8:05
  intrigued
• 8:06
  to
• 8:06
  begin
• 8:06
  the.
• 8:08
  Conversation.
• 8:09
  You
• 8:09
  are
• 8:10
  the
• 8:10
  spirit
• 8:11
  behind
• 8:11
  it.
• 8:11
  Tell
• 8:12
  me
• 8:12
  like
• 8:12
  as
• 8:13
  this
• 8:13
  started
• 8:13
  it
• 8:13
  didn't
• 8:14
  happen
• 8:14
  overnight,
• 8:14
  it
• 8:14
  wasn't
• 8:15
  easy.
• 8:15
  Tell
• 8:16
  me
• 8:16
  of
• 8:16
  some
• 8:16
  of
• 8:16
  the,
• 8:17
  the
• 8:17
  speed
• 8:17
  bumps
• 8:18
  and,
• 8:18
  and
• 8:18
  issues
• 8:19
  you
• 8:19
  had
• 8:19
  along
• 8:19
  the
• 8:19
  way
• 8:20
  to,
• 8:20
  to
• 8:20
  get
• 8:20
  any
• 8:20
  cost
• 8:21
  off
• 8:21
  the
• 8:21
  ground
• 8:21
  and
• 8:22
  where
• 8:22
  it
• 8:22
  came
• 8:22
  from
• 8:23
  and
• 8:23
  where
• 8:23
  it's
• 8:23
  headed.
• 8:24
  Yes,
• 8:25
  I
• 8:25
  had
• 8:25
  experience
• 8:26
  with
• 8:26
  organizing
• 8:27
  events
• 8:27
  of
• 8:27
  course,
• 8:28
  but
• 8:28
  not
• 8:28
  in
• 8:28
  the
• 8:28
  beauty
• 8:28
  industry.
• 8:29
  It's
• 8:29
  this
• 8:30
  beauty
• 8:30
  industry
• 8:30
  come
• 8:31
  out
• 8:31
  just
• 8:31
  from
• 8:31
  the
• 8:32
  research
• 8:32
  that's
• 8:32
  very
• 8:32
  interesting
• 8:33
  industry
• 8:34
  because
• 8:34
  it's
• 8:34
  very,
• 8:35
  it's
• 8:35
  in
• 8:35
  this
• 8:36
  industry
• 8:36
  with
• 8:37
  a
• 8:37
  very
• 8:37
  short
• 8:37
  innovation
• 8:38
  cycle.
• 8:39
  It's
• 8:39
  industry
• 8:40
  marketing
• 8:40
  is
• 8:41
  so
• 8:41
  important
• 8:42
  and
• 8:42
  the
• 8:43
  industry
• 8:43
  which
• 8:43
  is
• 8:44
  so
• 8:44
  competitive
• 8:45
  and
• 8:45
  I
• 8:45
  find
• 8:45
  it
• 8:45
  very,
• 8:46
  very
• 8:46
  interesting
• 8:46
  and
• 8:47
  but
• 8:47
  once
• 8:48
  I
• 8:48
  started
• 8:49
  doing
• 8:49
  events
• 8:50
  with
• 8:50
  a
• 8:50
  small
• 8:50
  group
• 8:50
  of
• 8:51
  people
• 8:51
  from
• 8:51
  my
• 8:51
  ex
• 8:52
  work
• 8:52
  actually
• 8:53
  we
• 8:53
  didn't
• 8:54
  realize
• 8:54
  how
• 8:54
  hard
• 8:55
  will
• 8:55
  be
• 8:55
  to.
• 8:56
  To
• 8:56
  build
• 8:56
  a
• 8:56
  network
• 8:57
  because
• 8:57
  when
• 8:57
  you
• 8:57
  go
• 8:58
  so
• 8:58
  deep
• 8:58
  and
• 8:59
  so
• 8:59
  narrow
• 8:59
  in
• 8:59
  the
• 9:00
  niche
• 9:00
  you
• 9:01
  need
• 9:01
  to
• 9:01
  build
• 9:01
  your
• 9:01
  reputations.
• 9:02
  And
• 9:04
  I
• 9:05
  worked
• 9:05
  hard
• 9:06
  to
• 9:06
  just
• 9:07
  to
• 9:07
  earn
• 9:07
  these
• 9:08
  reputations
• 9:08
  by
• 9:09
  one
• 9:09
  conference,
• 9:10
  by
• 9:10
  another
• 9:11
  conference.
• 9:12
  I'm
• 9:12
  trying
• 9:12
  to
• 9:12
  do
• 9:12
  the
• 9:13
  best
• 9:13
  programs,
• 9:14
  the
• 9:14
  most
• 9:14
  interesting
• 9:15
  speakers
• 9:16
  and
• 9:17
  I
• 9:18
  from
• 9:18
  the
• 9:18
  first
• 9:18
  conference
• 9:19
  I
• 9:19
  been.
• 9:20
  It's
• 9:20
  been
• 9:20
  quite
• 9:21
  successful
• 9:21
  but
• 9:22
  it
• 9:22
  took
• 9:22
  many
• 9:23
  years
• 9:23
  in
• 9:24
  order
• 9:24
  to.
• 9:25
  To
• 9:25
  build
• 9:25
  this
• 9:26
  company
• 9:26
  and
• 9:26
  to
• 9:27
  find
• 9:27
  your
• 9:27
  specific
• 9:28
  style.
• 9:28
  Right.
• 9:29
  Because
• 9:30
  when
• 9:30
  you,
• 9:30
  you
• 9:31
  know,
• 9:31
  we
• 9:31
  all
• 9:31
  have
• 9:31
  to
• 9:31
  have
• 9:32
  this
• 9:32
  USP
• 9:32
  in
• 9:33
  order
• 9:33
  to
• 9:33
  be
• 9:33
  different.
• 9:33
  There
• 9:34
  are
• 9:34
  so
• 9:34
  many
• 9:34
  conferences
• 9:35
  out
• 9:35
  there
• 9:35
  and
• 9:36
  you
• 9:36
  are
• 9:37
  you
• 9:39
  not
• 9:39
  visible
• 9:39
  in
• 9:39
  the
• 9:39
  sea
• 9:40
  of
• 9:40
  conferences
• 9:40
  if
• 9:41
  you
• 9:41
  don't
• 9:41
  have
• 9:41
  your
• 9:41
  this
• 9:42
  special
• 9:42
  usp?
• 9:43
  And
• 9:43
  of
• 9:43
  course
• 9:44
  I
• 9:44
  had
• 9:44
  my,
• 9:44
  my
• 9:45
  idea
• 9:45
  when
• 9:45
  I
• 9:45
  started
• 9:45
  conference
• 9:46
  what
• 9:46
  kind
• 9:46
  of
• 9:47
  event
• 9:47
  I
• 9:47
  want
• 9:47
  to
• 9:47
  have.
• 9:48
  But
• 9:48
  interesting
• 9:48
  thing
• 9:49
  that
• 9:49
  when
• 9:49
  I
• 9:49
  started
• 9:50
  I
• 9:51
  was
• 9:51
  not
• 9:51
  necessarily
• 9:52
  doing
• 9:52
  so
• 9:52
  many
• 9:52
  things
• 9:53
  different
• 9:53
  like
• 9:53
  other
• 9:54
  events.
• 9:54
  I
• 9:54
  just
• 9:55
  tried
• 9:55
  to
• 9:55
  start
• 9:55
  with
• 9:56
  a
• 9:56
  good
• 9:56
  basic
• 9:57
  building
• 9:58
  network
• 9:59
  brick
• 9:59
  by
• 10:00
  brick
• 10:00
  let's
• 10:01
  say
• 10:01
  and,
• 10:02
  and
• 10:02
  only
• 10:02
  slowly
• 10:03
  after
• 10:03
  a
• 10:03
  couple
• 10:04
  of
• 10:04
  years
• 10:04
  I
• 10:05
  sort
• 10:05
  of
• 10:05
  like
• 10:06
  find
• 10:06
  what
• 10:06
  the
• 10:06
  people
• 10:06
  like
• 10:07
  the
• 10:07
  most.
• 10:07
  I
• 10:08
  speak
• 10:08
  with
• 10:08
  the
• 10:08
  clients
• 10:09
  all
• 10:09
  the
• 10:09
  time
• 10:10
  like
• 10:10
  desperately
• 10:11
  asking
• 10:11
  at
• 10:12
  every
• 10:12
  conference
• 10:13
  tell
• 10:13
  me
• 10:14
  what
• 10:14
  you
• 10:14
  like.
• 10:14
  But
• 10:14
  especially
• 10:15
  what
• 10:15
  we
• 10:16
  can
• 10:16
  improve.
• 10:16
  And
• 10:16
  I
• 10:17
  had
• 10:17
  this
• 10:17
  long
• 10:18
  list
• 10:18
  of
• 10:18
  things
• 10:18
  we
• 10:19
  can
• 10:19
  do
• 10:19
  Better.
• 10:20
  And
• 10:20
  every
• 10:21
  year
• 10:21
  after
• 10:21
  year
• 10:22
  and
• 10:22
  another
• 10:22
  year
• 10:23
  and
• 10:23
  this
• 10:23
  list
• 10:24
  did
• 10:24
  not
• 10:24
  get
• 10:24
  any
• 10:25
  shorter.
• 10:25
  And
• 10:25
  I
• 10:25
  was
• 10:26
  thinking
• 10:26
  like,
• 10:26
  God,
• 10:27
  you
• 10:27
  know,
• 10:27
  how
• 10:27
  come?
• 10:28
  But
• 10:28
  I
• 10:29
  was
• 10:29
  really
• 10:29
  very
• 10:29
  committed,
• 10:30
  you
• 10:30
  know,
• 10:30
  to
• 10:31
  do
• 10:31
  the
• 10:31
  best
• 10:31
  event
• 10:32
  I
• 10:32
  can.
• 10:32
  And
• 10:34
  slowly
• 10:34
  I
• 10:34
  find
• 10:34
  my
• 10:35
  sort
• 10:35
  of
• 10:35
  unique
• 10:36
  sales
• 10:36
  proposition.
• 10:36
  Right.
• 10:38
  And
• 10:38
  what
• 10:38
  would
• 10:38
  you
• 10:38
  say
• 10:39
  again
• 10:39
  wearing
• 10:40
  that
• 10:40
  entrepreneur
• 10:41
  hat
• 10:41
  and
• 10:41
  having,
• 10:42
  and
• 10:42
  knowing
• 10:43
  that
• 10:43
  along
• 10:43
  the
• 10:43
  way
• 10:44
  there
• 10:44
  are
• 10:44
  these
• 10:44
  pitfalls
• 10:45
  and
• 10:45
  you
• 10:45
  know,
• 10:46
  dead
• 10:46
  ends
• 10:46
  and
• 10:47
  a
• 10:47
  lot
• 10:47
  of
• 10:47
  people
• 10:48
  saying
• 10:48
  no
• 10:48
  or
• 10:48
  a
• 10:49
  lot
• 10:49
  of
• 10:49
  people
• 10:49
  saying
• 10:49
  maybe.
• 10:50
  And
• 10:50
  you
• 10:50
  know,
• 10:50
  you
• 10:51
  have
• 10:51
  to
• 10:51
  be
• 10:51
  aggressive
• 10:51
  and
• 10:52
  you
• 10:52
  have
• 10:52
  to
• 10:52
  know
• 10:52
  when
• 10:52
  to
• 10:52
  push
• 10:53
  and
• 10:53
  when
• 10:53
  not.
• 10:53
  It's
• 10:53
  difficult
• 10:55
  in
• 10:55
  this
• 10:56
  space
• 10:56
  of
• 10:56
  ours,
• 10:56
  in
• 10:56
  the
• 10:57
  beauty
• 10:57
  world,
• 10:57
  in
• 10:57
  the
• 10:57
  wellness,
• 10:58
  the
• 10:58
  fragrance.
• 10:59
  There's
• 10:59
  a
• 10:59
  lot
• 10:59
  of
• 11:00
  new
• 11:00
  startups,
• 11:00
  right?
• 11:01
  That's,
• 11:01
  that's
• 11:02
  part
• 11:02
  of
• 11:02
  the
• 11:02
  allure
• 11:02
  of,
• 11:03
  in
• 11:03
  a
• 11:03
  cost
• 11:03
  too,
• 11:03
  that
• 11:03
  you
• 11:04
  can
• 11:04
  be
• 11:04
  a
• 11:04
  company
• 11:05
  that's
• 11:05
  been
• 11:05
  around
• 11:05
  for
• 11:06
  100
• 11:06
  years
• 11:06
  or
• 11:06
  somebody
• 11:07
  that's
• 11:07
  just
• 11:07
  starting
• 11:07
  out
• 11:07
  new
• 11:07
  and
• 11:08
  get
• 11:08
  the
• 11:08
  same
• 11:09
  input,
• 11:09
  the
• 11:09
  same
• 11:09
  feedback.
• 11:10
  Maybe
• 11:10
  you
• 11:11
  can
• 11:11
  connect
• 11:11
  it
• 11:11
  to
• 11:12
  your
• 11:12
  journey
• 11:12
  and
• 11:13
  what
• 11:13
  it
• 11:13
  was
• 11:13
  like
• 11:13
  to
• 11:13
  hear
• 11:13
  no
• 11:14
  several
• 11:14
  times
• 11:15
  or
• 11:15
  keep
• 11:15
  it
• 11:15
  going.
• 11:16
  Just
• 11:16
  knowing
• 11:16
  that
• 11:17
  you
• 11:17
  are
• 11:17
  focused
• 11:18
  on
• 11:18
  your
• 11:19
  outcome
• 11:20
  and
• 11:20
  where
• 11:20
  you
• 11:20
  want
• 11:20
  to
• 11:20
  go.
• 11:20
  Maybe
• 11:21
  you
• 11:21
  could
• 11:21
  talk
• 11:21
  a
• 11:21
  little
• 11:21
  bit
• 11:21
  to
• 11:21
  that.
• 11:22
  Sure.
• 11:23
  I'm
• 11:23
  meeting
• 11:23
  a
• 11:24
  lot
• 11:24
  of
• 11:24
  startups,
• 11:26
  you
• 11:26
  know,
• 11:26
  conferences
• 11:27
  because
• 11:27
  as
• 11:28
  you,
• 11:28
  as
• 11:28
  you
• 11:28
  mentioned
• 11:29
  we
• 11:29
  have
• 11:29
  like
• 11:29
  different
• 11:29
  diversity,
• 11:30
  we
• 11:30
  have
• 11:30
  like
• 11:31
  mature
• 11:31
  multinational
• 11:32
  companies,
• 11:32
  we
• 11:33
  have
• 11:33
  middle
• 11:33
  sized
• 11:33
  companies
• 11:34
  and
• 11:34
  I'm
• 11:34
  organized
• 11:35
  startup
• 11:35
  competitions.
• 11:36
  I
• 11:36
  like
• 11:36
  to
• 11:36
  help
• 11:37
  startups,
• 11:37
  apps
• 11:38
  and
• 11:38
  there
• 11:38
  are
• 11:39
  so
• 11:39
  many
• 11:39
  of
• 11:39
  them,
• 11:39
  so
• 11:39
  interesting
• 11:40
  ones.
• 11:41
  I,
• 11:42
  I
• 11:42
  give
• 11:42
  advice
• 11:43
  in
• 11:43
  the
• 11:43
  area
• 11:43
  of
• 11:43
  my
• 11:44
  expertise,
• 11:44
  let's
• 11:44
  say,
• 11:44
  because
• 11:45
  there
• 11:45
  are
• 11:45
  a
• 11:45
  lot
• 11:45
  of
• 11:45
  advices
• 11:46
  I
• 11:46
  can
• 11:46
  give.
• 11:46
  But
• 11:47
  let
• 11:47
  me
• 11:47
  focus
• 11:47
  on
• 11:47
  what
• 11:48
  I
• 11:48
  know
• 11:48
  the
• 11:48
  best
• 11:49
  is
• 11:49
  about
• 11:50
  nurturing
• 11:51
  connections
• 11:52
  because
• 11:52
  sometimes
• 11:53
  I
• 11:53
  see
• 11:53
  the
• 11:53
  brands
• 11:54
  are
• 11:54
  focusing
• 11:54
  too
• 11:55
  much,
• 11:55
  new
• 11:55
  brands
• 11:55
  focusing
• 11:56
  too
• 11:56
  much
• 11:56
  on
• 11:56
  this
• 11:57
  special
• 11:57
  ingredients
• 11:59
  or
• 11:59
  formulation
• 12:00
  and
• 12:00
  things
• 12:01
  like
• 12:01
  that.
• 12:02
  And
• 12:02
  I
• 12:02
  feel
• 12:03
  like,
• 12:03
  you
• 12:04
  know,
• 12:04
  they
• 12:04
  don't
• 12:04
  understand
• 12:04
  the
• 12:05
  big
• 12:05
  pictures.
• 12:05
  Right.
• 12:06
  It's
• 12:07
  all
• 12:07
  about
• 12:07
  connections,
• 12:07
  of
• 12:08
  course,
• 12:08
  primarily
• 12:09
  connection
• 12:09
  with
• 12:09
  your
• 12:10
  clients,
• 12:10
  building
• 12:10
  your
• 12:11
  clients
• 12:11
  relationship,
• 12:12
  building
• 12:12
  your
• 12:12
  tribe.
• 12:13
  Right.
• 12:13
  But
• 12:13
  there
• 12:13
  is
• 12:14
  also
• 12:14
  about
• 12:14
  team
• 12:15
  relationship.
• 12:16
  Build
• 12:16
  your
• 12:16
  team
• 12:17
  and
• 12:17
  the
• 12:17
  most
• 12:17
  importantly
• 12:19
  as,
• 12:19
  as
• 12:20
  I
• 12:20
  think
• 12:20
  is
• 12:20
  community
• 12:21
  relationship.
• 12:22
  You
• 12:22
  need
• 12:22
  to
• 12:23
  have
• 12:23
  a
• 12:24
  good
• 12:24
  network
• 12:24
  within
• 12:25
  the
• 12:25
  industry.
• 12:26
  Why?
• 12:26
  Because
• 12:27
  this
• 12:27
  is
• 12:27
  where
• 12:28
  you
• 12:28
  can
• 12:28
  find
• 12:28
  mentors,
• 12:29
  this
• 12:29
  is
• 12:30
  where
• 12:30
  you
• 12:30
  can
• 12:30
  find
• 12:30
  advisory
• 12:31
  boards.
• 12:32
  This
• 12:32
  is
• 12:32
  where
• 12:32
  you
• 12:33
  can
• 12:33
  find
• 12:33
  a
• 12:34
  job
• 12:34
  opportunity
• 12:35
  when
• 12:35
  you
• 12:35
  need
• 12:35
  it,
• 12:35
  let's
• 12:36
  say.
• 12:36
  And
• 12:37
  you
• 12:37
  can
• 12:37
  find
• 12:38
  partners,
• 12:38
  you
• 12:39
  can
• 12:39
  find
• 12:39
  collaborators.
• 12:40
  There
• 12:41
  are
• 12:41
  so
• 12:41
  many
• 12:41
  things,
• 12:41
  it
• 12:42
  is
• 12:42
  so
• 12:42
  important.
• 12:43
  Sometimes
• 12:43
  young
• 12:44
  brands
• 12:45
  underestimate.
• 12:46
  They
• 12:46
  feel
• 12:46
  a
• 12:47
  little
• 12:47
  bit
• 12:47
  like
• 12:48
  they
• 12:48
  don't
• 12:48
  want
• 12:49
  to
• 12:49
  invest
• 12:49
  their
• 12:49
  time
• 12:49
  and
• 12:50
  budget
• 12:50
  into
• 12:50
  the
• 12:51
  good
• 12:51
  quality
• 12:52
  events.
• 12:52
  Let's
• 12:52
  say
• 12:53
  lucky
• 12:53
  Nicos.
• 12:55
  And
• 12:56
  if
• 12:56
  I
• 12:56
  have
• 12:56
  to
• 12:57
  give
• 12:57
  a
• 12:57
  little
• 12:57
  bit
• 12:57
  of
• 12:58
  tips
• 12:58
  how
• 12:58
  to
• 12:58
  do
• 12:59
  it,
• 12:59
  I
• 12:59
  think
• 12:59
  the
• 12:59
  conferences
• 13:00
  or
• 13:00
  any
• 13:00
  kind
• 13:01
  of
• 13:01
  community,
• 13:01
  being
• 13:02
  part
• 13:02
  of
• 13:02
  the
• 13:02
  community,
• 13:03
  this
• 13:03
  is
• 13:03
  how
• 13:04
  you
• 13:04
  build
• 13:04
  network,
• 13:05
  right?
• 13:05
  Because
• 13:05
  network
• 13:06
  is
• 13:06
  not
• 13:06
  like
• 13:06
  one
• 13:07
  or
• 13:07
  two
• 13:07
  people,
• 13:07
  it's
• 13:07
  like
• 13:08
  a
• 13:08
  bunch
• 13:09
  of
• 13:09
  people
• 13:09
  is
• 13:10
  attending
• 13:10
  events
• 13:10
  is
• 13:11
  really
• 13:11
  one
• 13:11
  of
• 13:11
  the
• 13:11
  best
• 13:12
  ways.
• 13:12
  I
• 13:12
  think
• 13:13
  so.
• 13:13
  And
• 13:13
  especially
• 13:14
  speaking
• 13:14
  if
• 13:15
  you
• 13:15
  can
• 13:15
  get
• 13:15
  speaking
• 13:16
  opportunities
• 13:17
  there.
• 13:17
  So
• 13:18
  what
• 13:18
  you
• 13:18
  need
• 13:18
  to
• 13:18
  do
• 13:18
  first,
• 13:19
  very
• 13:19
  important
• 13:19
  before
• 13:20
  you
• 13:20
  go
• 13:20
  to
• 13:21
  the
• 13:21
  conference
• 13:22
  or
• 13:22
  to
• 13:22
  the
• 13:22
  event,
• 13:23
  do
• 13:23
  your
• 13:23
  homework.
• 13:24
  Read
• 13:24
  a
• 13:24
  little
• 13:24
  bit
• 13:25
  about
• 13:25
  the
• 13:25
  speakers
• 13:25
  who
• 13:26
  are
• 13:26
  coming.
• 13:26
  Find
• 13:27
  something
• 13:27
  in
• 13:27
  common
• 13:28
  so
• 13:28
  that
• 13:28
  it's
• 13:28
  easier
• 13:29
  for
• 13:29
  you
• 13:29
  to
• 13:29
  hold
• 13:29
  the
• 13:29
  conversations.
• 13:30
  Then
• 13:31
  during
• 13:31
  the
• 13:31
  conversations,
• 13:32
  when
• 13:32
  you
• 13:33
  meet
• 13:33
  these
• 13:33
  people,
• 13:33
  be
• 13:34
  helpful.
• 13:35
  And
• 13:35
  the
• 13:35
  secret
• 13:35
  is
• 13:36
  building
• 13:36
  genuine
• 13:37
  connections
• 13:37
  and
• 13:38
  not
• 13:38
  just
• 13:39
  transactional.
• 13:41
  Sometimes,
• 13:42
  you
• 13:42
  know,
• 13:42
  people
• 13:42
  think
• 13:43
  about
• 13:43
  transactions.
• 13:44
  Yeah,
• 13:44
  it's
• 13:45
  good,
• 13:45
  but
• 13:45
  you
• 13:46
  need
• 13:46
  to
• 13:46
  be
• 13:46
  helpful
• 13:47
  no
• 13:47
  matter
• 13:47
  what
• 13:48
  and
• 13:48
  do
• 13:48
  not
• 13:49
  expect,
• 13:50
  let's
• 13:50
  say
• 13:50
  anything
• 13:51
  in
• 13:51
  return.
• 13:51
  And
• 13:52
  after
• 13:52
  the
• 13:52
  conference,
• 13:53
  speaking
• 13:53
  of
• 13:53
  the
• 13:53
  conference,
• 13:54
  if
• 13:54
  you
• 13:54
  can
• 13:54
  get
• 13:55
  on
• 13:55
  a
• 13:55
  panel,
• 13:56
  then
• 13:56
  it's
• 13:56
  the
• 13:56
  best
• 13:57
  way
• 13:57
  for
• 13:57
  you
• 13:58
  to
• 13:58
  really
• 13:58
  to
• 13:59
  build
• 13:59
  your
• 13:59
  name
• 13:59
  and
• 14:00
  your
• 14:00
  brand
• 14:00
  and
• 14:00
  making
• 14:01
  new
• 14:01
  connections,
• 14:02
  let's
• 14:02
  say.
• 14:02
  And
• 14:03
  of
• 14:03
  course
• 14:03
  after
• 14:03
  the
• 14:04
  conference,
• 14:04
  it's
• 14:04
  not
• 14:05
  the
• 14:05
  ends.
• 14:06
  Make
• 14:06
  sure
• 14:06
  that
• 14:07
  you
• 14:07
  follow
• 14:07
  up
• 14:07
  with
• 14:08
  the
• 14:08
  most
• 14:08
  interesting
• 14:08
  people
• 14:09
  you
• 14:09
  meet
• 14:09
  is
• 14:09
  a
• 14:10
  short
• 14:10
  note
• 14:10
  or
• 14:10
  something
• 14:11
  like
• 14:11
  that.
• 14:11
  And
• 14:11
  stay
• 14:11
  in
• 14:12
  touch
• 14:13
  for
• 14:13
  maybe
• 14:13
  a
• 14:13
  few,
• 14:14
  few
• 14:14
  times
• 14:14
  in
• 14:15
  the
• 14:15
  year,
• 14:15
  right.
• 14:16
  Like
• 14:16
  I
• 14:16
  see
• 14:16
  out
• 14:17
  attendees
• 14:18
  are
• 14:18
  really
• 14:18
  staying
• 14:19
  in
• 14:19
  touch.
• 14:19
  I'm
• 14:19
  following
• 14:20
  them
• 14:20
  on
• 14:20
  LinkedIn
• 14:21
  and
• 14:21
  somebody
• 14:21
  posting
• 14:22
  the
• 14:22
  message
• 14:22
  and
• 14:22
  I
• 14:23
  see
• 14:23
  that
• 14:24
  a
• 14:24
  lot
• 14:24
  of
• 14:24
  comments
• 14:25
  are
• 14:25
  coming
• 14:25
  from
• 14:26
  the,
• 14:26
  you
• 14:26
  know,
• 14:27
  people
• 14:27
  they
• 14:28
  meet,
• 14:28
  like
• 14:28
  say,
• 14:29
  let's
• 14:29
  say
• 14:29
  the
• 14:29
  conference
• 14:30
  give
• 14:30
  me
• 14:30
  so
• 14:30
  much
• 14:31
  joy.
• 14:31
  So
• 14:32
  I,
• 14:32
  I
• 14:32
  really,
• 14:34
  I
• 14:34
  try
• 14:34
  my
• 14:35
  best
• 14:35
  to
• 14:35
  help
• 14:35
  people
• 14:36
  to,
• 14:37
  to
• 14:38
  network
• 14:38
  and
• 14:39
  so
• 14:39
  that
• 14:39
  they
• 14:40
  can
• 14:40
  help
• 14:40
  each
• 14:40
  other.
• 14:40
  Right.
• 14:42
  You
• 14:42
  and
• 14:42
  I
• 14:42
  have
• 14:42
  that
• 14:43
  in
• 14:43
  common.
• 14:43
  So
• 14:43
  I'm
• 14:43
  the
• 14:44
  Chief
• 14:44
  networking
• 14:44
  officer
• 14:45
  here
• 14:45
  at
• 14:45
  pim,
• 14:46
  so
• 14:46
  my
• 14:46
  job
• 14:46
  is
• 14:47
  networking
• 14:47
  and
• 14:48
  connecting
• 14:48
  people.
• 14:48
  You
• 14:49
  are
• 14:49
  a
• 14:49
  professional
• 14:50
  connector
• 14:51
  and
• 14:51
  you
• 14:51
  raise
• 14:51
  a
• 14:52
  couple
• 14:52
  of
• 14:52
  really
• 14:52
  good
• 14:52
  points.
• 14:53
  One,
• 14:53
  the
• 14:54
  event
• 14:54
  itself
• 14:55
  is
• 14:55
  huge,
• 14:55
  right?
• 14:56
  But
• 14:56
  you
• 14:56
  want
• 14:56
  to
• 14:56
  do
• 14:56
  a
• 14:56
  little
• 14:57
  bit
• 14:57
  of
• 14:57
  homework
• 14:57
  before
• 14:57
  the
• 14:58
  event
• 14:58
  too.
• 14:58
  Find
• 14:59
  out
• 14:59
  who's
• 14:59
  going,
• 15:00
  find
• 15:00
  out
• 15:00
  what
• 15:00
  they're
• 15:00
  going
• 15:01
  to
• 15:01
  be
• 15:01
  speaking
• 15:01
  about.
• 15:01
  You
• 15:02
  know,
• 15:02
  certainly
• 15:02
  have
• 15:02
  your
• 15:03
  list
• 15:03
  of
• 15:03
  questions
• 15:03
  ready
• 15:04
  that
• 15:04
  you're
• 15:04
  intrigued
• 15:05
  about,
• 15:05
  that
• 15:05
  you
• 15:05
  want
• 15:05
  to
• 15:05
  get
• 15:05
  the
• 15:06
  answers,
• 15:06
  but
• 15:06
  get
• 15:06
  to
• 15:07
  know
• 15:07
  the
• 15:07
  person
• 15:07
  too.
• 15:07
  That's,
• 15:08
  that's
• 15:08
  giving
• 15:09
  this
• 15:09
  speaking
• 15:09
  engagement,
• 15:10
  right?
• 15:10
  What
• 15:10
  is
• 15:10
  their
• 15:10
  background,
• 15:11
  what's
• 15:11
  their
• 15:11
  history?
• 15:11
  So
• 15:12
  that
• 15:12
  when
• 15:12
  you
• 15:12
  get
• 15:12
  the
• 15:12
  opportunity,
• 15:13
  opportunity
• 15:13
  to
• 15:13
  meet
• 15:13
  with
• 15:14
  them
• 15:14
  or
• 15:14
  discuss
• 15:15
  with
• 15:15
  them
• 15:15
  or
• 15:16
  have
• 15:16
  dinner
• 15:16
  with
• 15:16
  them
• 15:17
  or
• 15:17
  a
• 15:17
  drink
• 15:17
  with
• 15:17
  them
• 15:17
  at
• 15:18
  these
• 15:18
  events,
• 15:18
  which
• 15:19
  often
• 15:19
  they
• 15:19
  allow
• 15:20
  in
• 15:20
  the
• 15:20
  networking
• 15:20
  time,
• 15:21
  you,
• 15:21
  you
• 15:22
  know
• 15:22
  what
• 15:22
  you
• 15:22
  want
• 15:23
  to
• 15:23
  ask,
• 15:23
  you're
• 15:23
  not
• 15:23
  just
• 15:23
  sort
• 15:24
  of
• 15:24
  pulling
• 15:24
  it
• 15:24
  off
• 15:24
  the
• 15:25
  cuff.
• 15:25
  And
• 15:25
  two,
• 15:26
  you
• 15:26
  raise
• 15:26
  a
• 15:26
  really
• 15:27
  good
• 15:27
  point
• 15:27
  with
• 15:27
  the
• 15:27
  after
• 15:28
  the
• 15:28
  event,
• 15:28
  right.
• 15:29
  Your
• 15:29
  job
• 15:30
  at
• 15:30
  Intercos
• 15:31
  and
• 15:31
  these
• 15:31
  other
• 15:31
  events
• 15:32
  is
• 15:32
  to
• 15:32
  connect
• 15:32
  these
• 15:33
  people
• 15:33
  in
• 15:33
  such
• 15:33
  a
• 15:33
  way
• 15:34
  that
• 15:34
  they
• 15:34
  won't
• 15:34
  forget
• 15:35
  that
• 15:35
  they've
• 15:35
  either
• 15:36
  been
• 15:36
  there
• 15:36
  or
• 15:36
  met
• 15:37
  each
• 15:37
  other.
• 15:37
  Right.
• 15:37
  They're
• 15:38
  going
• 15:38
  to
• 15:38
  find
• 15:38
  that
• 15:39
  niche.
• 15:39
  But
• 15:40
  encouraging
• 15:40
  people
• 15:41
  to
• 15:41
  go
• 15:41
  ahead
• 15:42
  and
• 15:42
  do
• 15:42
  those
• 15:42
  type
• 15:43
  of
• 15:43
  follow
• 15:43
  up
• 15:43
  you'd
• 15:44
  think
• 15:44
  is
• 15:44
  something
• 15:44
  that
• 15:45
  you
• 15:45
  wouldn't
• 15:45
  have
• 15:45
  to
• 15:45
  do.
• 15:45
  But
• 15:46
  a
• 15:46
  lot
• 15:46
  of
• 15:46
  the
• 15:46
  people,
• 15:46
  especially
• 15:47
  ones
• 15:47
  that
• 15:47
  are
• 15:47
  just
• 15:47
  starting
• 15:48
  out,
• 15:48
  feel
• 15:49
  like,
• 15:49
  you
• 15:49
  know,
• 15:49
  they've
• 15:50
  had
• 15:50
  their
• 15:50
  opportunity
• 15:50
  at
• 15:51
  the
• 15:51
  event
• 15:51
  and
• 15:51
  maybe
• 15:52
  that's
• 15:52
  going
• 15:52
  to
• 15:52
  be
• 15:52
  it.
• 15:53
  But
• 15:53
  your
• 15:54
  point
• 15:54
  is
• 15:54
  well
• 15:54
  taken.
• 15:55
  It's
• 15:55
  going
• 15:56
  to
• 15:56
  be
• 15:56
  what
• 15:56
  you
• 15:56
  make
• 15:56
  of
• 15:56
  it.
• 15:57
  And
• 15:57
  those
• 15:57
  next
• 15:58
  steps
• 15:58
  you
• 15:58
  should
• 15:59
  already
• 15:59
  lock
• 16:00
  in
• 16:00
  while
• 16:00
  you're
• 16:00
  at
• 16:00
  Intercost
• 16:01
  so
• 16:01
  that
• 16:01
  when
• 16:02
  you
• 16:02
  make
• 16:02
  that
• 16:02
  call
• 16:02
  or
• 16:03
  send
• 16:03
  that
• 16:03
  email
• 16:04
  or
• 16:04
  reach
• 16:04
  out
• 16:04
  on
• 16:05
  WhatsApp
• 16:05
  or
• 16:06
  however
• 16:06
  you're
• 16:06
  going
• 16:06
  to
• 16:06
  be
• 16:07
  connecting
• 16:07
  with
• 16:07
  them,
• 16:07
  they
• 16:08
  remember
• 16:08
  you
• 16:08
  and
• 16:08
  they
• 16:08
  remember
• 16:09
  your
• 16:09
  message
• 16:10
  and
• 16:10
  be
• 16:10
  helpful.
• 16:11
  Be
• 16:12
  helpful,
• 16:13
  find
• 16:13
  a
• 16:13
  way
• 16:14
  how
• 16:14
  you
• 16:14
  can
• 16:14
  help.
• 16:14
  That's
• 16:15
  it.
• 16:17
  At
• 16:18
  these
• 16:18
  events.
• 16:19
  Certainly
• 16:19
  at
• 16:19
  Intercost
• 16:20
  you
• 16:20
  talk
• 16:20
  about
• 16:21
  new
• 16:21
  things
• 16:21
  that
• 16:21
  are
• 16:22
  happening.
• 16:22
  We
• 16:22
  talk
• 16:22
  about
• 16:23
  fads,
• 16:23
  we
• 16:24
  talk
• 16:24
  about
• 16:24
  the
• 16:25
  way
• 16:25
  the
• 16:25
  industry
• 16:25
  is
• 16:26
  being
• 16:26
  shaped.
• 16:26
  Right.
• 16:27
  And
• 16:27
  having
• 16:27
  done
• 16:27
  this
• 16:28
  30
• 16:28
  plus
• 16:28
  years,
• 16:29
  I've
• 16:29
  seen
• 16:29
  at
• 16:30
  least
• 16:30
  on
• 16:30
  the
• 16:30
  fulfillment
• 16:30
  and
• 16:31
  distribution
• 16:31
  end
• 16:32
  there's
• 16:32
  been
• 16:32
  a
• 16:32
  lot
• 16:32
  of
• 16:33
  change
• 16:33
  right
• 16:33
  from
• 16:34
  the
• 16:34
  days
• 16:34
  where
• 16:34
  that
• 16:35
  nobody
• 16:35
  sent
• 16:35
  out
• 16:35
  product
• 16:36
  samples
• 16:36
  to
• 16:37
  now
• 16:37
  that
• 16:37
  it's
• 16:37
  being
• 16:38
  very
• 16:38
  customized.
• 16:39
  Right.
• 16:39
  And
• 16:39
  that's
• 16:40
  sort
• 16:40
  of
• 16:40
  the
• 16:40
  backbone
• 16:40
  of
• 16:41
  pims
• 16:41
  and
• 16:41
  where
• 16:41
  we've
• 16:42
  found
• 16:42
  our
• 16:42
  niche
• 16:43
  is
• 16:43
  the
• 16:43
  foundational
• 16:43
  support
• 16:44
  to
• 16:44
  customize
• 16:45
  these
• 16:45
  influencer
• 16:46
  sendouts
• 16:47
  so
• 16:48
  that
• 16:48
  if
• 16:48
  you're
• 16:48
  sending
• 16:49
  something
• 16:49
  to
• 16:49
  Irena
• 16:50
  versus
• 16:50
  you're
• 16:51
  sending
• 16:51
  something
• 16:51
  to
• 16:51
  Mike,
• 16:52
  they
• 16:52
  can
• 16:52
  shade
• 16:53
  match
• 16:53
  things,
• 16:53
  they
• 16:54
  can
• 16:54
  size
• 16:54
  match
• 16:55
  things,
• 16:55
  they
• 16:55
  can,
• 16:55
  they
• 16:56
  can
• 16:56
  make
• 16:56
  the
• 16:57
  experience
• 16:58
  that
• 16:58
  much
• 16:58
  more
• 16:59
  customized.
• 16:59
  Right.
• 17:00
  So
• 17:00
  talk
• 17:01
  a
• 17:01
  little
• 17:01
  bit
• 17:02
  to
• 17:02
  me
• 17:02
  about
• 17:03
  what
• 17:03
  fads
• 17:04
  you're
• 17:04
  noticing
• 17:04
  or
• 17:05
  new
• 17:05
  things
• 17:05
  happening
• 17:06
  in
• 17:06
  the
• 17:06
  marketplace
• 17:07
  that
• 17:07
  are
• 17:07
  coming
• 17:07
  down
• 17:07
  the
• 17:08
  pike
• 17:08
  or
• 17:08
  what
• 17:08
  people
• 17:08
  are
• 17:08
  reaching
• 17:09
  out
• 17:09
  to
• 17:09
  you
• 17:09
  about
• 17:10
  or
• 17:10
  what
• 17:10
  they're
• 17:10
  asking
• 17:11
  about
• 17:11
  at
• 17:11
  Intercost.
• 17:12
  Like
• 17:12
  what,
• 17:12
  what,
• 17:13
  what
• 17:13
  folk,
• 17:13
  what's
• 17:13
  going
• 17:14
  to
• 17:14
  be
• 17:14
  the
• 17:14
  next
• 17:14
  focus
• 17:15
  of
• 17:15
  our
• 17:15
  world?
• 17:16
  Yeah,
• 17:17
  I
• 17:17
  would
• 17:17
  focus
• 17:17
  especially
• 17:18
  in
• 17:18
  like
• 17:18
  two
• 17:19
  things.
• 17:19
  It's
• 17:19
  technology
• 17:20
  and
• 17:20
  I
• 17:20
  and
• 17:21
  wellness
• 17:21
  and
• 17:22
  health
• 17:22
  and
• 17:22
  beauty
• 17:22
  and
• 17:23
  wellness
• 17:23
  merging
• 17:24
  together.
• 17:25
  So
• 17:25
  about
• 17:25
  technology,
• 17:26
  like
• 17:26
  they,
• 17:27
  I
• 17:27
  think
• 17:27
  we
• 17:27
  are
• 17:28
  living
• 17:28
  very
• 17:28
  special
• 17:29
  time
• 17:30
  where
• 17:30
  the
• 17:30
  technology
• 17:31
  changes
• 17:31
  the
• 17:32
  way
• 17:32
  how
• 17:32
  we
• 17:32
  do
• 17:32
  business
• 17:33
  so
• 17:33
  fast
• 17:34
  that
• 17:34
  I
• 17:35
  hear
• 17:35
  someone
• 17:36
  actually
• 17:36
  comparing
• 17:36
  it
• 17:37
  as
• 17:37
  like
• 17:37
  we
• 17:37
  and
• 17:37
  the
• 17:38
  Titanic,
• 17:38
  big
• 17:39
  space
• 17:39
  in
• 17:39
  the
• 17:40
  iceberg.
• 17:41
  And
• 17:41
  we
• 17:41
  do
• 17:41
  not
• 17:42
  we
• 17:42
  sort
• 17:42
  of
• 17:43
  realizing
• 17:43
  that
• 17:44
  the
• 17:44
  changes
• 17:44
  are
• 17:44
  coming,
• 17:45
  but
• 17:45
  we
• 17:45
  do
• 17:45
  not
• 17:46
  realize
• 17:46
  how
• 17:46
  big
• 17:47
  they
• 17:47
  are.
• 17:48
  And
• 17:48
  maybe
• 17:48
  devastating,
• 17:49
  maybe
• 17:50
  opposite,
• 17:50
  right?
• 17:50
  Because
• 17:51
  AI
• 17:52
  gives
• 17:53
  a
• 17:53
  lot
• 17:53
  of
• 17:54
  opportunity
• 17:54
  to
• 17:55
  the
• 17:55
  small
• 17:55
  brands
• 17:55
  and
• 17:56
  the
• 17:56
  big
• 17:56
  brands.
• 17:56
  Actually
• 17:57
  I
• 17:57
  don't
• 17:57
  even
• 17:57
  know
• 17:58
  who
• 17:58
  is
• 17:59
  a
• 17:59
  benefit
• 17:59
  more
• 17:59
  because
• 18:00
  small
• 18:00
  brands
• 18:00
  are
• 18:01
  benefiting
• 18:01
  from
• 18:02
  something
• 18:02
  like
• 18:03
  they
• 18:03
  can
• 18:04
  have
• 18:04
  several
• 18:05
  of
• 18:05
  CFO,
• 18:06
  CEO
• 18:06
  and
• 18:07
  CMO,
• 18:08
  sort
• 18:08
  of
• 18:09
  like
• 18:09
  ChatGPT
• 18:10
  acting
• 18:10
  in
• 18:11
  as
• 18:11
  a
• 18:11
  CFO,
• 18:12
  a
• 18:12
  CMO
• 18:12
  and
• 18:13
  things
• 18:13
  like
• 18:13
  that
• 18:13
  and
• 18:13
  helping
• 18:14
  them
• 18:14
  with
• 18:14
  the
• 18:14
  strategy.
• 18:14
  But
• 18:15
  the
• 18:15
  big
• 18:15
  companies
• 18:16
  have
• 18:16
  this
• 18:16
  opportunity
• 18:17
  to
• 18:17
  process
• 18:17
  this,
• 18:18
  these
• 18:18
  large
• 18:19
  amounts
• 18:19
  of
• 18:19
  data
• 18:20
  which
• 18:21
  are
• 18:21
  so
• 18:21
  important.
• 18:21
  So
• 18:22
  I
• 18:22
  believe
• 18:23
  that
• 18:23
  this
• 18:23
  advantage
• 18:24
  is
• 18:24
  even
• 18:24
  bigger
• 18:25
  for
• 18:25
  the
• 18:25
  large
• 18:25
  companies.
• 18:26
  So
• 18:27
  I
• 18:27
  think
• 18:27
  nobody
• 18:28
  really
• 18:28
  know
• 18:28
  how,
• 18:29
  how,
• 18:29
  how
• 18:29
  fast
• 18:30
  and
• 18:30
  how
• 18:30
  far
• 18:31
  we
• 18:31
  will
• 18:31
  go
• 18:31
  with
• 18:32
  AI.
• 18:32
  So
• 18:32
  I
• 18:32
  don't
• 18:33
  want
• 18:33
  to
• 18:33
  predict,
• 18:33
  but
• 18:34
  the
• 18:34
  one
• 18:34
  thing
• 18:34
  I
• 18:35
  can
• 18:35
  predict
• 18:35
  and
• 18:35
  I
• 18:35
  can
• 18:36
  see
• 18:37
  is
• 18:38
  epidemic
• 18:38
  of
• 18:39
  loneliness
• 18:40
  is
• 18:40
  really
• 18:41
  spiking
• 18:42
  right
• 18:42
  now.
• 18:43
  And
• 18:43
  I
• 18:43
  even
• 18:44
  hear
• 18:44
  such
• 18:44
  AI
• 18:45
  solutions
• 18:45
  like
• 18:46
  AI
• 18:47
  companions.
• 18:47
  Someone
• 18:48
  said
• 18:48
  that
• 18:48
  one
• 18:49
  of
• 18:49
  the
• 18:49
  most
• 18:50
  requested
• 18:51
  or
• 18:51
  used
• 18:51
  services
• 18:51
  is
• 18:52
  not
• 18:52
  even
• 18:52
  chatgpt
• 18:53
  but
• 18:54
  AI
• 18:54
  companions
• 18:55
  where
• 18:55
  you
• 18:56
  can
• 18:56
  have
• 18:56
  a
• 18:56
  dinner
• 18:56
  with
• 18:57
  like
• 18:58
  companion
• 18:58
  and
• 18:59
  you
• 18:59
  can
• 18:59
  change
• 18:59
  personality
• 19:00
  of
• 19:00
  this
• 19:00
  companion.
• 19:01
  I
• 19:01
  don't
• 19:01
  know,
• 19:01
  maybe
• 19:02
  it's
• 19:02
  interesting
• 19:03
  for
• 19:03
  a
• 19:03
  while,
• 19:04
  but
• 19:04
  I
• 19:04
  don't
• 19:05
  think
• 19:05
  it
• 19:05
  will
• 19:06
  solve
• 19:06
  all
• 19:06
  these
• 19:07
  mental
• 19:07
  issues
• 19:07
  and
• 19:08
  loneliness.
• 19:09
  I
• 19:09
  think
• 19:10
  you
• 19:10
  still
• 19:10
  need
• 19:10
  this
• 19:11
  human
• 19:11
  connections.
• 19:12
  And
• 19:12
  this
• 19:12
  is
• 19:13
  why
• 19:13
  I
• 19:13
  think
• 19:13
  our
• 19:14
  conferences
• 19:14
  and
• 19:15
  meeting
• 19:15
  face
• 19:15
  to
• 19:15
  face
• 19:16
  will
• 19:16
  always
• 19:17
  be
• 19:17
  there
• 19:18
  no
• 19:18
  matter
• 19:18
  how
• 19:19
  far
• 19:19
  technology
• 19:19
  will
• 19:20
  go.
• 19:20
  And
• 19:21
  another
• 19:22
  trend
• 19:23
  is
• 19:23
  of
• 19:23
  course
• 19:23
  health
• 19:24
  is
• 19:24
  beauty.
• 19:25
  Finally
• 19:26
  we
• 19:26
  realize
• 19:26
  in
• 19:26
  that.
• 19:26
  And
• 19:27
  I'm
• 19:27
  obsessed
• 19:28
  about
• 19:28
  biohacking.
• 19:29
  I
• 19:30
  am
• 19:30
  going
• 19:30
  to
• 19:30
  all
• 19:30
  biohacking
• 19:31
  conferences.
• 19:31
  I
• 19:32
  find
• 19:32
  interesting
• 19:33
  speakers
• 19:34
  who
• 19:34
  I
• 19:34
  bring
• 19:35
  to
• 19:35
  the
• 19:35
  beauty
• 19:35
  industry
• 19:36
  which
• 19:36
  are
• 19:36
  not
• 19:36
  usually
• 19:37
  in
• 19:37
  the
• 19:37
  beauty
• 19:37
  speakers.
• 19:38
  But
• 19:38
  I
• 19:38
  feel
• 19:39
  that
• 19:39
  since
• 19:40
  we
• 19:40
  are
• 19:40
  inspired
• 19:41
  by
• 19:41
  these
• 19:41
  trends,
• 19:42
  it's
• 19:42
  good
• 19:42
  to
• 19:43
  learn
• 19:43
  a
• 19:43
  little
• 19:43
  bit
• 19:43
  more
• 19:44
  about
• 19:44
  it
• 19:44
  and
• 19:44
  it's
• 19:44
  good
• 19:45
  to
• 19:45
  practice.
• 19:45
  We
• 19:46
  implement
• 19:46
  some
• 19:46
  of
• 19:46
  the
• 19:46
  wellness
• 19:47
  rituals
• 19:48
  and
• 19:48
  sound
• 19:48
  bars
• 19:49
  and
• 19:50
  all
• 19:50
  kinds
• 19:50
  of
• 19:50
  biohacks
• 19:51
  during
• 19:51
  in
• 19:52
  between
• 19:52
  the
• 19:52
  conference.
• 19:53
  I
• 19:53
  think
• 19:53
  this
• 19:54
  is
• 19:54
  kind
• 19:54
  of
• 19:55
  like
• 19:55
  you
• 19:55
  have
• 19:55
  to
• 19:56
  not
• 19:56
  just
• 19:57
  talk
• 19:57
  the
• 19:57
  talk,
• 19:57
  but
• 19:57
  walk
• 19:58
  the
• 19:58
  walk.
• 19:58
  Right?
• 19:59
  Very,
• 19:59
  very
• 20:00
  well
• 20:00
  said.
• 20:00
  And
• 20:01
  you
• 20:01
  know,
• 20:01
  I
• 20:01
  think
• 20:02
  we
• 20:02
  all
• 20:03
  got
• 20:03
  very
• 20:03
  used
• 20:03
  to
• 20:04
  the
• 20:04
  fact
• 20:04
  that
• 20:05
  being,
• 20:05
  you
• 20:05
  know,
• 20:05
  when
• 20:05
  the
• 20:06
  pandemic
• 20:06
  hit
• 20:06
  and
• 20:07
  we
• 20:07
  were
• 20:07
  following
• 20:07
  through
• 20:08
  with
• 20:08
  that
• 20:08
  being,
• 20:09
  you
• 20:09
  know,
• 20:09
  displaced
• 20:10
  and
• 20:10
  at
• 20:10
  your
• 20:11
  home,
• 20:11
  people
• 20:11
  got
• 20:11
  used
• 20:12
  to
• 20:12
  the
• 20:12
  idea
• 20:12
  of
• 20:13
  not
• 20:13
  meeting
• 20:14
  in
• 20:14
  person
• 20:15
  or
• 20:15
  not
• 20:16
  having
• 20:16
  the
• 20:16
  ability
• 20:17
  to
• 20:17
  connect
• 20:17
  with
• 20:18
  people
• 20:18
  in
• 20:18
  the
• 20:18
  same
• 20:19
  physical
• 20:19
  space.
• 20:20
  Thankfully
• 20:20
  for
• 20:21
  you
• 20:21
  and
• 20:21
  for
• 20:21
  I,
• 20:22
  when
• 20:22
  everybody
• 20:23
  sort
• 20:23
  of
• 20:23
  came
• 20:23
  out
• 20:24
  of
• 20:24
  their
• 20:24
  homes
• 20:24
  again
• 20:24
  and
• 20:24
  were
• 20:25
  able
• 20:25
  to
• 20:25
  reconnect
• 20:27
  these
• 20:27
  things
• 20:27
  really
• 20:28
  Surged
• 20:28
  because
• 20:29
  everybody
• 20:29
  really
• 20:29
  missed
• 20:30
  the
• 20:30
  fact
• 20:31
  that
• 20:31
  that
• 20:31
  is
• 20:31
  really
• 20:31
  what
• 20:32
  separates
• 20:32
  us.
• 20:32
  Right.
• 20:33
  Like
• 20:33
  being
• 20:33
  able
• 20:33
  to
• 20:34
  connect
• 20:34
  on
• 20:35
  that
• 20:35
  type
• 20:35
  of
• 20:36
  build
• 20:37
  with
• 20:37
  that
• 20:37
  type
• 20:37
  of
• 20:37
  relationship
• 20:38
  connection.
• 20:40
  There's
• 20:40
  no
• 20:41
  two
• 20:41
  ways
• 20:41
  around
• 20:41
  it,
• 20:41
  right.
• 20:42
  Like
• 20:42
  it's
• 20:42
  almost
• 20:42
  like
• 20:43
  in
• 20:43
  selling
• 20:43
  on
• 20:43
  my
• 20:44
  end
• 20:44
  of
• 20:44
  things,
• 20:44
  meeting
• 20:45
  somebody
• 20:45
  on
• 20:45
  teams
• 20:46
  or
• 20:46
  through
• 20:46
  zoom
• 20:46
  or
• 20:47
  a
• 20:47
  phone
• 20:47
  call
• 20:47
  is
• 20:47
  one
• 20:47
  thing,
• 20:48
  but
• 20:48
  having
• 20:48
  a
• 20:48
  drink,
• 20:49
  a
• 20:49
  lunch,
• 20:49
  having
• 20:50
  dinner,
• 20:50
  meeting
• 20:51
  people
• 20:51
  out
• 20:52
  and
• 20:52
  connecting
• 20:53
  them
• 20:53
  one
• 20:53
  on
• 20:53
  one
• 20:54
  as
• 20:54
  a
• 20:54
  person
• 20:55
  getting
• 20:55
  to
• 20:55
  know
• 20:55
  them
• 20:56
  and
• 20:56
  then
• 20:56
  helping
• 20:57
  to
• 20:57
  solve
• 20:57
  their
• 20:58
  problems
• 20:58
  is
• 20:58
  really
• 20:59
  the
• 20:59
  differentiator.
• 21:00
  And
• 21:00
  that's
• 21:00
  where
• 21:00
  in
• 21:01
  a
• 21:01
  cost
• 21:01
  really
• 21:01
  does
• 21:01
  it
• 21:02
  better
• 21:02
  than
• 21:02
  the
• 21:03
  rest
• 21:03
  being
• 21:03
  able
• 21:03
  to
• 21:04
  do
• 21:04
  that.
• 21:04
  One
• 21:04
  of
• 21:04
  the
• 21:04
  things
• 21:05
  I
• 21:05
  wanted
• 21:05
  to
• 21:05
  ask
• 21:05
  you
• 21:05
  too
• 21:06
  was
• 21:06
  I
• 21:06
  skipped
• 21:07
  over
• 21:07
  it
• 21:07
  a
• 21:07
  bit,
• 21:07
  but
• 21:07
  the
• 21:08
  event
• 21:08
  space,
• 21:09
  right?
• 21:09
  You
• 21:10
  do
• 21:10
  a
• 21:10
  wonderful
• 21:10
  job.
• 21:11
  As
• 21:11
  I
• 21:11
  mentioned,
• 21:11
  Irina
• 21:12
  is
• 21:12
  not
• 21:12
  only
• 21:13
  the
• 21:13
  hostess
• 21:14
  of
• 21:14
  the
• 21:14
  event
• 21:14
  itself,
• 21:15
  but
• 21:15
  she
• 21:15
  sets
• 21:16
  up
• 21:16
  the
• 21:16
  space,
• 21:17
  but
• 21:17
  she
• 21:17
  also
• 21:18
  selects
• 21:18
  the
• 21:18
  different
• 21:19
  cities
• 21:19
  that
• 21:19
  they
• 21:19
  go
• 21:20
  to.
• 21:20
  And
• 21:20
  David
• 21:21
  Silberglight
• 21:21
  and
• 21:22
  Ayla
• 21:22
  Anaya
• 21:23
  from
• 21:23
  our
• 21:23
  team
• 21:23
  will
• 21:23
  be
• 21:24
  attending
• 21:25
  Napa
• 21:25
  Valley
• 21:25
  Innocos
• 21:26
  which
• 21:26
  is
• 21:26
  coming
• 21:26
  up
• 21:26
  in
• 21:27
  a
• 21:27
  few
• 21:27
  weeks.
• 21:27
  I
• 21:28
  know
• 21:28
  they
• 21:28
  had
• 21:28
  gone
• 21:28
  to
• 21:29
  Berlin.
• 21:29
  I
• 21:29
  did
• 21:29
  San
• 21:30
  Diego
• 21:30
  and
• 21:30
  I
• 21:30
  did
• 21:31
  read
• 21:31
  on
• 21:31
  your
• 21:32
  website
• 21:32
  that
• 21:32
  Singapore
• 21:33
  is
• 21:33
  not
• 21:33
  too
• 21:33
  far.
• 21:34
  I'm
• 21:34
  very
• 21:34
  excited
• 21:34
  for
• 21:35
  the
• 21:35
  chance
• 21:35
  to
• 21:35
  get
• 21:35
  that.
• 21:36
  How
• 21:36
  do
• 21:37
  you
• 21:37
  come
• 21:37
  up
• 21:37
  with
• 21:37
  these
• 21:37
  spaces?
• 21:38
  Like
• 21:39
  where
• 21:39
  do
• 21:39
  you
• 21:39
  choose
• 21:39
  the
• 21:40
  next
• 21:40
  city?
• 21:40
  How
• 21:40
  does
• 21:41
  the
• 21:41
  the
• 21:41
  city
• 21:42
  itself
• 21:42
  sort
• 21:42
  of
• 21:42
  intertwine
• 21:43
  with
• 21:43
  inacos
• 21:44
  and
• 21:44
  what
• 21:44
  you're.
• 21:44
  What
• 21:45
  you're
• 21:45
  teaching.
• 21:46
  First
• 21:47
  of
• 21:47
  all,
• 21:47
  you
• 21:47
  know,
• 21:47
  we
• 21:47
  like
• 21:47
  to
• 21:48
  get
• 21:48
  inspired
• 21:49
  by
• 21:49
  different,
• 21:49
  different
• 21:50
  places.
• 21:50
  Right.
• 21:51
  Because
• 21:51
  for
• 21:51
  years
• 21:52
  that
• 21:52
  we
• 21:52
  had
• 21:52
  K
• 21:53
  beauty
• 21:53
  trends
• 21:53
  then
• 21:54
  G
• 21:54
  beauty
• 21:54
  trends
• 21:55
  and
• 21:55
  this
• 21:55
  beauty
• 21:55
  C
• 21:56
  be
• 21:56
  trends
• 21:57
  and
• 21:57
  things
• 21:57
  like
• 21:57
  that.
• 21:57
  We
• 21:58
  did
• 21:58
  a
• 21:58
  couple
• 21:58
  conference
• 21:59
  in
• 21:59
  Seoul
• 21:59
  because
• 22:00
  it
• 22:00
  was
• 22:00
  so
• 22:00
  hot
• 22:01
  and
• 22:01
  we
• 22:01
  went
• 22:02
  to
• 22:02
  like
• 22:02
  beautiful.
• 22:03
  We
• 22:04
  went
• 22:04
  to
• 22:04
  shopping.
• 22:05
  We
• 22:05
  we
• 22:05
  see
• 22:06
  some
• 22:06
  like
• 22:06
  very
• 22:06
  nice
• 22:07
  flagship
• 22:07
  suas
• 22:08
  flagship
• 22:09
  store
• 22:09
  and
• 22:10
  we,
• 22:10
  we
• 22:10
  had
• 22:11
  nice
• 22:11
  conversations
• 22:12
  with
• 22:12
  the
• 22:13
  where
• 22:13
  the
• 22:13
  American,
• 22:14
  European
• 22:14
  and
• 22:15
  Asian
• 22:15
  brands
• 22:16
  and
• 22:16
  retailers
• 22:17
  met
• 22:17
  together.
• 22:18
  When
• 22:19
  we
• 22:19
  did
• 22:19
  the
• 22:19
  conference
• 22:19
  in
• 22:20
  Seoul,
• 22:20
  we
• 22:21
  reached
• 22:21
  out
• 22:21
  to
• 22:21
  all
• 22:21
  the
• 22:22
  big
• 22:22
  brands
• 22:22
  like
• 22:22
  Sephora,
• 22:23
  l',
• 22:23
  Oreal,
• 22:23
  some
• 22:24
  others.
• 22:24
  They're
• 22:24
  all
• 22:24
  sitting
• 22:25
  in
• 22:25
  Seoul.
• 22:25
  Singapore.
• 22:26
  Yeah.
• 22:26
  So
• 22:26
  and
• 22:27
  people
• 22:27
  were
• 22:27
  saying
• 22:27
  that
• 22:28
  okay,
• 22:28
  come
• 22:28
  bring
• 22:29
  the
• 22:29
  conference
• 22:29
  to
• 22:29
  Singapore.
• 22:30
  This
• 22:30
  is
• 22:30
  where
• 22:30
  we
• 22:30
  go
• 22:31
  to
• 22:31
  Singapore.
• 22:32
  We
• 22:32
  always
• 22:32
  like
• 22:33
  Sedona,
• 22:33
  one
• 22:33
  of
• 22:33
  the
• 22:34
  destinations
• 22:34
  which
• 22:34
  I
• 22:35
  didn't
• 22:35
  know
• 22:35
  much
• 22:36
  but
• 22:36
  when
• 22:36
  we
• 22:37
  were
• 22:37
  in
• 22:37
  the
• 22:37
  conference
• 22:38
  in
• 22:38
  Sonoma,
• 22:38
  I
• 22:39
  asked
• 22:39
  where
• 22:39
  would
• 22:39
  you
• 22:40
  like
• 22:40
  to
• 22:40
  go
• 22:40
  next?
• 22:41
  And
• 22:41
  sometimes
• 22:41
  there
• 22:41
  is
• 22:42
  no
• 22:42
  always
• 22:43
  interesting
• 22:43
  destination
• 22:44
  which
• 22:44
  I
• 22:44
  like
• 22:44
  Filter
• 22:45
  of
• 22:45
  course
• 22:45
  but
• 22:46
  sometimes
• 22:46
  there
• 22:46
  are
• 22:47
  some
• 22:47
  great
• 22:47
  ideas
• 22:48
  and
• 22:48
  I'm
• 22:48
  just
• 22:48
  picking
• 22:49
  it
• 22:49
  up
• 22:49
  and
• 22:49
  I
• 22:49
  have
• 22:50
  agency
• 22:50
  who
• 22:50
  helping
• 22:51
  me
• 22:51
  out
• 22:51
  out
• 22:51
  to
• 22:51
  find
• 22:52
  the
• 22:52
  best
• 22:52
  hotel
• 22:53
  because
• 22:53
  we
• 22:53
  want
• 22:54
  to
• 22:54
  have
• 22:54
  something
• 22:54
  special.
• 22:55
  Right.
• 22:56
  And
• 22:56
  then
• 22:57
  with.
• 22:57
  With
• 22:57
  those
• 22:57
  cities,
• 22:58
  it
• 22:58
  really
• 22:58
  plays
• 22:59
  into
• 22:59
  the
• 22:59
  fact
• 22:59
  that,
• 23:00
  you
• 23:00
  know,
• 23:01
  it
• 23:01
  in
• 23:02
  a
• 23:02
  cost
• 23:02
  is
• 23:02
  different
• 23:03
  each
• 23:03
  time
• 23:03
  you
• 23:03
  do
• 23:03
  it.
• 23:04
  And
• 23:04
  it's
• 23:04
  as
• 23:04
  different
• 23:05
  as
• 23:05
  the
• 23:05
  city
• 23:05
  is
• 23:06
  different.
• 23:06
  Right.
• 23:06
  There's
• 23:07
  different
• 23:07
  speakers
• 23:08
  and
• 23:08
  there's
• 23:08
  different.
• 23:08
  A
• 23:09
  lot
• 23:09
  of
• 23:09
  the
• 23:09
  attendees
• 23:09
  you
• 23:10
  see
• 23:10
  come
• 23:10
  back
• 23:10
  time
• 23:10
  and
• 23:11
  time
• 23:11
  again
• 23:11
  because
• 23:11
  the
• 23:11
  experience
• 23:12
  is
• 23:12
  just
• 23:13
  so
• 23:13
  wonderful,
• 23:14
  including
• 23:14
  the
• 23:14
  folks
• 23:15
  here
• 23:15
  at
• 23:15
  pims.
• 23:15
  But
• 23:16
  it
• 23:16
  is
• 23:17
  different
• 23:17
  each
• 23:17
  time
• 23:17
  too
• 23:18
  because
• 23:18
  there
• 23:18
  the
• 23:19
  different
• 23:19
  speakers
• 23:19
  are
• 23:20
  speaking
• 23:20
  on
• 23:20
  different
• 23:20
  topics.
• 23:21
  And
• 23:21
  like
• 23:21
  you
• 23:21
  said,
• 23:22
  intertwin
• 23:23
  that
• 23:23
  city
• 23:23
  and
• 23:24
  that
• 23:24
  experience
• 23:24
  of
• 23:25
  visiting
• 23:25
  that
• 23:25
  city
• 23:26
  with
• 23:26
  the
• 23:26
  conference
• 23:27
  itself
• 23:27
  makes
• 23:27
  it
• 23:27
  all
• 23:28
  that
• 23:28
  much
• 23:28
  more
• 23:28
  wonderful.
• 23:29
  Yeah.
• 23:30
  We
• 23:30
  have
• 23:30
  certain
• 23:30
  group
• 23:31
  who
• 23:31
  come
• 23:31
  back
• 23:31
  again
• 23:32
  and
• 23:33
  this
• 23:33
  is
• 23:33
  what
• 23:33
  it
• 23:34
  makes
• 23:34
  this,
• 23:34
  this
• 23:34
  community
• 23:35
  which
• 23:35
  is
• 23:35
  so
• 23:36
  close
• 23:36
  and
• 23:36
  so
• 23:37
  welcoming
• 23:37
  the
• 23:37
  new
• 23:37
  NE
• 23:38
  members.
• 23:38
  And
• 23:39
  I
• 23:39
  always
• 23:39
  make
• 23:39
  sure
• 23:40
  that
• 23:40
  I
• 23:40
  bring
• 23:40
  some
• 23:41
  interesting
• 23:41
  new
• 23:41
  members
• 23:42
  there.
• 23:42
  Right.
• 23:42
  So
• 23:43
  it's
• 23:43
  a,
• 23:43
  it's
• 23:43
  a.
• 23:44
  It's
• 23:44
  something
• 23:44
  which,
• 23:45
  you
• 23:45
  know,
• 23:45
  when
• 23:45
  you
• 23:45
  come
• 23:45
  to
• 23:46
  the
• 23:46
  Con
• 23:46
  conference,
• 23:47
  the
• 23:47
  community
• 23:47
  is
• 23:47
  already
• 23:48
  there
• 23:48
  and
• 23:48
  it's
• 23:48
  just
• 23:48
  like
• 23:49
  welcoming
• 23:49
  you
• 23:49
  and
• 23:49
  you
• 23:50
  become
• 23:50
  like
• 23:50
  part
• 23:50
  of
• 23:51
  the
• 23:51
  family.
• 23:51
  What
• 23:51
  is
• 23:52
  people
• 23:52
  say.
• 23:53
  And
• 23:53
  one
• 23:53
  of
• 23:53
  the
• 23:54
  things,
• 23:54
  if
• 23:54
  I
• 23:54
  may
• 23:54
  say,
• 23:55
  the
• 23:55
  very
• 23:55
  important
• 23:56
  part
• 23:56
  of
• 23:56
  the
• 23:56
  inner
• 23:57
  cause,
• 23:57
  especially
• 23:58
  of
• 23:58
  USP
• 23:59
  recently
• 23:59
  that
• 23:59
  will
• 24:00
  take
• 24:00
  people
• 24:00
  outside
• 24:01
  of
• 24:01
  the
• 24:01
  big
• 24:01
  cities.
• 24:02
  We've
• 24:02
  done
• 24:02
  all
• 24:03
  the
• 24:03
  big
• 24:03
  cities
• 24:04
  and
• 24:04
  we
• 24:04
  find
• 24:04
  like,
• 24:05
  you
• 24:05
  know,
• 24:05
  when
• 24:05
  they
• 24:06
  did
• 24:06
  the
• 24:06
  conference
• 24:06
  in
• 24:07
  New
• 24:07
  York,
• 24:07
  people
• 24:07
  on
• 24:07
  the
• 24:08
  phone,
• 24:08
  offices,
• 24:09
  offices
• 24:10
  calling
• 24:10
  that
• 24:11
  it's
• 24:11
  very
• 24:11
  hard
• 24:12
  to
• 24:12
  keep
• 24:12
  them
• 24:12
  together
• 24:13
  and
• 24:13
  get
• 24:13
  them
• 24:13
  listen
• 24:14
  little
• 24:14
  bit
• 24:14
  like
• 24:15
  all
• 24:15
  together
• 24:15
  for
• 24:15
  the
• 24:16
  two
• 24:16
  days
• 24:16
  and
• 24:17
  not
• 24:17
  distracted.
• 24:18
  And
• 24:18
  this
• 24:18
  is
• 24:18
  why
• 24:18
  we.
• 24:19
  We
• 24:19
  go
• 24:19
  to
• 24:19
  the
• 24:19
  nice
• 24:20
  beautiful
• 24:20
  destinations.
• 24:21
  We
• 24:21
  will
• 24:21
  make
• 24:21
  sure
• 24:22
  the
• 24:22
  people
• 24:22
  are
• 24:23
  really
• 24:23
  like
• 24:23
  more
• 24:23
  in
• 24:23
  the
• 24:24
  relaxed
• 24:24
  mood
• 24:25
  and
• 24:25
  can
• 24:26
  we
• 24:26
  can
• 24:26
  spend
• 24:26
  whole
• 24:27
  two
• 24:27
  days
• 24:27
  with
• 24:27
  these
• 24:28
  amazing
• 24:28
  speakers.
• 24:29
  And
• 24:29
  this
• 24:30
  is
• 24:30
  I
• 24:30
  think
• 24:30
  one
• 24:30
  of
• 24:30
  the
• 24:31
  most
• 24:31
  important
• 24:32
  points.
• 24:34
  I
• 24:34
  absolutely
• 24:34
  agree.
• 24:35
  We
• 24:35
  only
• 24:35
  got
• 24:35
  a
• 24:35
  couple
• 24:36
  minutes
• 24:36
  left
• 24:36
  here,
• 24:36
  so
• 24:36
  I
• 24:36
  wanted
• 24:37
  to
• 24:37
  get
• 24:37
  to
• 24:37
  our
• 24:37
  lightning
• 24:37
  round
• 24:38
  which
• 24:38
  is
• 24:38
  really
• 24:38
  the
• 24:39
  Pimms
• 24:40
  minutes
• 24:41
  with
• 24:41
  Mike
• 24:41
  Staple.
• 24:42
  I'm
• 24:42
  going
• 24:42
  to
• 24:42
  ask
• 24:42
  you
• 24:43
  a
• 24:43
  bunch
• 24:43
  of
• 24:43
  questions.
• 24:44
  It's
• 24:44
  just
• 24:44
  one
• 24:44
  word
• 24:44
  answers.
• 24:45
  I
• 24:45
  want
• 24:45
  you
• 24:45
  to
• 24:45
  tell
• 24:45
  me
• 24:46
  what
• 24:46
  pops
• 24:46
  into
• 24:46
  your
• 24:46
  brain
• 24:47
  first.
• 24:47
  Are
• 24:47
  you
• 24:47
  ready?
• 24:47
  Ready.
• 24:48
  Are
• 24:48
  you
• 24:49
  ready?
• 24:49
  Irina?
• 24:50
  You're
• 24:50
  ready.
• 24:51
  Fiction
• 24:51
  or
• 24:52
  non
• 24:52
  fiction?
• 24:52
  Books.
• 24:54
  Business
• 24:54
  Books.
• 24:55
  Non
• 24:56
  fiction.
• 24:57
  Coffee
• 24:58
  or
• 24:58
  tea?
• 25:00
  Tea.
• 25:00
  Green
• 25:01
  tea
• 25:01
  and
• 25:01
  matcha.
• 25:02
  Dogs
• 25:03
  or
• 25:03
  cats?
• 25:05
  I
• 25:05
  don't
• 25:05
  own
• 25:06
  any
• 25:06
  animals.
• 25:06
  I
• 25:06
  love
• 25:07
  them
• 25:07
  both.
• 25:07
  I
• 25:07
  cannot
• 25:08
  choose.
• 25:09
  Beach
• 25:10
  vacation
• 25:10
  or
• 25:11
  ski
• 25:11
  trip.
• 25:12
  Getaway.
• 25:13
  Ski.
• 25:13
  Tree
• 25:14
  getaway.
• 25:16
  Comedy
• 25:16
  or
• 25:16
  drama?
• 25:17
  Movies.
• 25:18
  Comedy
• 25:18
  for
• 25:19
  sure.
• 25:19
  Love.
• 25:19
  Good.
• 25:20
  Laughing.
• 25:21
  Are
• 25:21
  you
• 25:21
  a
• 25:22
  morning
• 25:22
  person
• 25:22
  or
• 25:22
  a
• 25:22
  night
• 25:23
  owl?
• 25:23
  Morning.
• 25:25
  Cooking
• 25:26
  at
• 25:26
  home
• 25:26
  or
• 25:26
  dining
• 25:27
  out?
• 25:27
  I'm
• 25:28
  a
• 25:28
  very
• 25:28
  good
• 25:29
  cook.
• 25:29
  You
• 25:30
  don't
• 25:30
  know
• 25:30
  about
• 25:30
  that
• 25:30
  yet.
• 25:31
  I
• 25:32
  love
• 25:32
  cooking.
• 25:33
  And
• 25:33
  pen
• 25:34
  or
• 25:34
  paper
• 25:34
  or
• 25:35
  digital
• 25:35
  notes?
• 25:36
  Pen
• 25:37
  and
• 25:37
  paper.
• 25:37
  I
• 25:38
  like
• 25:38
  to
• 25:38
  write
• 25:38
  down.
• 25:39
  Of
• 25:39
  course,
• 25:39
  I
• 25:39
  look
• 25:39
  a
• 25:39
  lot,
• 25:40
  work
• 25:40
  a
• 25:40
  lot
• 25:40
  of
• 25:41
  on
• 25:41
  digital.
• 25:41
  And
• 25:41
  this
• 25:42
  is
• 25:42
  why,
• 25:42
  you
• 25:42
  know,
• 25:42
  I
• 25:43
  get
• 25:44
  overwhelmed
• 25:45
  sometimes,
• 25:45
  but
• 25:45
  I
• 25:45
  like
• 25:46
  to
• 25:46
  make
• 25:46
  a
• 25:47
  piece
• 25:47
  of
• 25:47
  paper,
• 25:47
  spray
• 25:48
  down
• 25:48
  and
• 25:48
  cross
• 25:49
  the
• 25:49
  things
• 25:49
  to
• 25:50
  do.
• 25:51
  Irina
• 25:51
  Cremen,
• 25:52
  thank
• 25:52
  you
• 25:52
  so
• 25:52
  much
• 25:52
  for
• 25:53
  joining
• 25:53
  us.
• 25:53
  You've
• 25:53
  been
• 25:54
  wonderful.
• 25:54
  The
• 25:55
  team
• 25:55
  here
• 25:55
  is
• 25:55
  super
• 25:56
  excited
• 25:56
  for
• 25:56
  Napa
• 25:57
  Valley.
• 25:57
  I
• 25:57
  know
• 25:57
  you're
• 25:58
  gonna
• 25:58
  knock
• 25:58
  it
• 25:58
  out
• 25:59
  of
• 25:59
  the
• 25:59
  park
• 25:59
  once
• 25:59
  again,
• 25:59
  and
• 26:00
  I
• 26:00
  look
• 26:00
  forward
• 26:00
  to
• 26:00
  seeing
• 26:01
  you
• 26:01
  again
• 26:01
  very
• 26:01
  soon.
• 26:02
  Thank
• 26:02
  you
• 26:02
  for
• 26:03
  the
• 26:03
  props
• 26:03
  of
• 26:03
  the
• 26:03
  minutes
• 26:04
  with
• 26:04
  Mike
• 26:04
  mug
• 26:04
  and
• 26:05
  the
• 26:05
  T
• 26:05
  shirt,
• 26:05
  of
• 26:06
  course.
• 26:06
  You've
• 26:06
  been
• 26:07
  wonderful.
• 26:07
  Thank
• 26:07
  you
• 26:08
  so
• 26:08
  much.
• 26:10
  Thank
• 26:10
  you
• 26:10
  so
• 26:10
  much.
• 26:11
  And
• 26:12
  yeah,
• 26:12
  it
• 26:12
  was
• 26:12
  fun.
• 26:13
  Thank
• 26:13
  you
• 26:13
  for
• 26:13
  inviting
• 26:13
  me.
• 26:14
  Thanks
• 26:14
  again.
• 26:15
  Take
• 26:15
  care.