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Bob Pearson Is Getting Ahead of AI · Get Real with Jim Weiss

• 0:00
  Speaker 1: Hey, everyone, I'm really really excited to talk to you
• 0:02
  Speaker 1: about my next guest, Bob Pearson. Bob is a brother
• 0:07
  Speaker 1: from another mother, a mentor, a friend. If you see
• 0:11
  Speaker 1: his nice long beard, you're going to see you know,
• 0:13
  Speaker 1: he's a stage to so many of us. This is
• 0:16
  Speaker 1: a guy who has had many lives and careers, and
• 0:20
  Speaker 1: I think we're going to learn a lot from our
• 0:22
  Speaker 1: conversation about staying in touch, staying connected, having mutual vision
• 0:29
  Speaker 1: to build a business, and to help do very creative
• 0:33
  Speaker 1: things in an industry which is biopharmaceutical, communications, data analytics
• 0:40
  Speaker 1: that is very hard to be creative in. And you know,
• 0:44
  Speaker 1: this is a guy who I've teamed up with over
• 0:47
  Speaker 1: the last decade or two. I know it's hard to
• 0:50
  Speaker 1: say that here in my twenty fifth anniversary of Real Chemistry,
• 0:54
  Speaker 1: Bob played an instrumental role in our growth, development, evolution. Again,
• 1:00
  Speaker 1: he's really the kind of person that you're going to
• 1:02
  Speaker 1: learn from. I learned with every word and every text
• 1:07
  Speaker 1: and every email he sends. So I'm really excited about
• 1:11
  Speaker 1: Bob and me shaking it up about twenty five years partnership, friendship,
• 1:16
  Speaker 1: and mentorship. I always start in all these things to
• 1:22
  Speaker 1: go back to some origin story, and we have some
• 1:26
  Speaker 1: common origin. We started working together our PR when I
• 1:31
  Speaker 1: went to Paris. I mean you plucked me out of
• 1:33
  Speaker 1: genen Tech in San Francisco. I don't know who else
• 1:36
  Speaker 1: or how else I would have done it. I always
• 1:38
  Speaker 1: tell people you really go to work for people, not
• 1:41
  Speaker 1: really companies, and that was what happened with us. I
• 1:44
  Speaker 1: just saw that partnership and potential there. You obviously traveled
• 1:49
  Speaker 1: there for business. You've even experienced the early days of
• 1:52
  Speaker 1: Audre and I dating.
• 1:53
  Speaker 2: Actually I didn't always know what was happening. But yes, no,
• 1:57
  Speaker 2: I know, what do you remember about that time in
• 1:59
  Speaker 2: our careers?
• 2:00
  Speaker 1: Do you remember anything?
• 2:01
  Speaker 2: They know you as the leader of real chemistry in
• 2:04
  Speaker 2: the chair and everything, and I think you go back
• 2:06
  Speaker 2: in time. We needed someone in Europe who really had
• 2:10
  Speaker 2: that I would call it the genin tech American mentality,
• 2:14
  Speaker 2: to really say, Okay, how are we going to launch products,
• 2:16
  Speaker 2: how are we going to really get the right KOLs,
• 2:18
  Speaker 2: how are we going to do this right? And so
• 2:20
  Speaker 2: that was kind of fun to just be part of
• 2:22
  Speaker 2: that with you. You were the one there, but that
• 2:25
  Speaker 2: to me was a lot of fun. And I think
• 2:27
  Speaker 2: what RPR taught me was you can just figure out
• 2:32
  Speaker 2: what to create within a company. You don't have to
• 2:34
  Speaker 2: be an entrepreneur outside of a company to do something
• 2:37
  Speaker 2: unique inside. And I think we kept doing that over time.
• 2:40
  Speaker 1: It's just as important. I got asked today on an
• 2:43
  Speaker 1: intern call, what piece of advice do you have? And
• 2:47
  Speaker 1: it's always the same one. Develop your network and keep
• 2:50
  Speaker 1: it and you've got to make the connections, and the
• 2:54
  Speaker 1: connections are everything. So you have a core memory of
• 2:58
  Speaker 1: our early days working together. We were launching really attack
• 3:01
  Speaker 1: during blizzard. Yeah really at tech was the first new
• 3:04
  Speaker 1: drug for alas you know in thirty years or maybe
• 3:08
  Speaker 1: who knows when. Yeah, what do you think that taught
• 3:11
  Speaker 1: us about the responsibility we have when patients are counting
• 3:15
  Speaker 1: on us.
• 3:16
  Speaker 2: Well, you know, you and I were part of a
• 3:18
  Speaker 2: team that we knew the patient community, we knew individual patients.
• 3:22
  Speaker 2: It was very, very very personal, I think earlier in
• 3:25
  Speaker 2: our careers. And so something like a snowstorm shut down traffic,
• 3:30
  Speaker 2: as you call, if you went out on the street,
• 3:32
  Speaker 2: the cops would stop you because it was that bad.
• 3:34
  Speaker 1: We didn't seem to know that, did we We didn't care,
• 3:37
  Speaker 1: We didn't read it.
• 3:37
  Speaker 3: But you and I it didn't matter.
• 3:39
  Speaker 2: It was like, we were going to have this press
• 3:41
  Speaker 2: conference and we were going to launch, and nothing's getting
• 3:44
  Speaker 2: it our way. And that's one of the things I
• 3:46
  Speaker 2: think we love about each other is we both always
• 3:49
  Speaker 2: just do that right. And that was like the first
• 3:52
  Speaker 2: big I guess you would call it teleconference press conference
• 3:55
  Speaker 2: in our industry, which now would seem like a no brainer,
• 3:58
  Speaker 2: but back in the time of really tech launching in
• 4:00
  Speaker 2: nineteen ninety but it was like that obligation to make
• 4:04
  Speaker 2: sure that patients heard the story that they knew when
• 4:07
  Speaker 2: the time would be for the launch of the drug availability,
• 4:11
  Speaker 2: that stuff was burning in us, like there's no possible
• 4:14
  Speaker 2: way we couldn't gotten it done. The day that that stops,
• 4:16
  Speaker 2: you should get out of this industry. You've got to
• 4:18
  Speaker 2: have that in you.
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  Speaker 1: I think the why, well, I think the why and
• 4:21
  Speaker 1: the urgency is driven by what patients need and want.
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  Speaker 1: I think people forget in our part of communications healthcare
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  Speaker 1: and pharma, but I like to remind people, I think
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  Speaker 1: we really are at the forefront of communicating two patients.
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  Speaker 1: And now as we enter this era which I've been
• 4:41
  Speaker 1: talking a lot about of biopharma and healthcare moving to
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  Speaker 1: a prevention industry versus an industry that's just about treatment,
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  Speaker 1: trying to get the right patient on the right product
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  Speaker 1: at the right time, some more individualized care that really
• 4:56
  Speaker 1: hits the target.
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  Speaker 2: You know, Jimmy's just saying that kind of like there's
• 4:58
  Speaker 2: a really obvious point, right, If medicine is becoming more personalized,
• 5:02
  Speaker 2: which it is, then media has to become more personalized totally.
• 5:06
  Speaker 2: If they don't match up, we're off, right.
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  Speaker 1: So we were doing that in that blizzard. It was
• 5:11
  Speaker 1: our relentless perseverance, which I think we both share. And
• 5:14
  Speaker 1: people ask, you know, how'd you get here? And I said,
• 5:16
  Speaker 1: that has been one of my number one traits.
• 5:18
  Speaker 3: We had fun. That was fun.
• 5:19
  Speaker 2: You slipped over to my house for a couple of days,
• 5:21
  Speaker 2: kids were hanging out with us.
• 5:23
  Speaker 1: So after farming, you did something unique relative to a
• 5:27
  Speaker 1: lot of us in our industry. I mean, I pretty
• 5:29
  Speaker 1: much stuck to all healthcare all the time through the work,
• 5:32
  Speaker 1: particularly real chemistry. But years later you went to Dell
• 5:36
  Speaker 1: Advising Michael Dale. Tell me a little bit about that
• 5:38
  Speaker 1: experience and what it informed for you. What a pivot, right,
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  Speaker 1: It's not like you were going in as some kind
• 5:45
  Speaker 1: of healthcare guy.
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  Speaker 2: Professionally, I wanted the challenge of learning a completely new language,
• 5:50
  Speaker 2: a completely new rhythm of a market. I have to
• 5:53
  Speaker 2: reteach myself everything. I think it turned out to be
• 5:56
  Speaker 2: really useful for technology knowledge, but that was it. I
• 5:59
  Speaker 2: wanted to that challenge. The other thing was working with
• 6:01
  Speaker 2: Michael is very special and I always think of him
• 6:04
  Speaker 2: as like an incremental innovator, and that he's thinking every
• 6:07
  Speaker 2: day about how do I improve? What do we do?
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  Speaker 2: It doesn't have to be a big idea. It's just
• 6:13
  Speaker 2: a thousand small things that make a difference. A lot
• 6:16
  Speaker 2: of shades event to real chemistry. We are every day.
• 6:19
  Speaker 2: It's like, how do we do something better? It wasn't like, oh,
• 6:21
  Speaker 2: we're done, We're good. It was no, that's you got
• 6:24
  Speaker 2: that done? Now what do we do? So getting into
• 6:28
  Speaker 2: that mentality, I think for me it was a real key.
• 6:31
  Speaker 1: Well, it really was something I saw, thankfully in sort
• 6:35
  Speaker 1: of coming and getting it. I think I caught you again.
• 6:38
  Speaker 1: Things happened, Yeah, I mean you flew down to Austin, right, Well,
• 6:42
  Speaker 1: I was down in Austin. I think it might have
• 6:44
  Speaker 1: been a South buy, but you and I were able
• 6:47
  Speaker 1: to come together at any point. I flew down and
• 6:49
  Speaker 1: talk to you about how the Dell experience could inform
• 6:53
  Speaker 1: the business I was creating. Right so, and I think
• 6:57
  Speaker 1: the Weiss calm Idea event ac I thought could be
• 7:01
  Speaker 1: informed by data and analytics. I mean I had been
• 7:05
  Speaker 1: at Genen Tech, where following the data would get us
• 7:07
  Speaker 1: to the right outcome. And now you had been working
• 7:10
  Speaker 1: in a technology sphere in a market that was combining tech.
• 7:15
  Speaker 1: And of course tech has always felt it could fix healthcare.
• 7:18
  Speaker 1: It's taken years, and I've always part of it. Ly,
• 7:21
  Speaker 1: we're finally right about where it actually could and is.
• 7:25
  Speaker 1: There have been incremental changes. But why'd you take the
• 7:28
  Speaker 1: chance on my idea versus going and starting your own firm,
• 7:31
  Speaker 1: which I know is one of the things you were
• 7:32
  Speaker 1: thinking about.
• 7:33
  Speaker 2: Yeah, I mean, well, we were aligned on the strategy
• 7:36
  Speaker 2: or the vision a should say, the vision of where
• 7:39
  Speaker 2: waste Coom could go. But that's not enough when you
• 7:41
  Speaker 2: go back in time, we already knew each other for
• 7:44
  Speaker 2: a long time. We had already worked together at Rome
• 7:47
  Speaker 2: poink were and we had gone through like a series
• 7:49
  Speaker 2: of things like getting taxi tier going and really tech
• 7:52
  Speaker 2: and there was a lot of stuff we did. They
• 7:54
  Speaker 2: kind of walk it through the fire together. So I
• 7:56
  Speaker 2: had didn't have any doubt in my mind that if
• 7:58
  Speaker 2: you were saying this is when going to do that,
• 8:00
  Speaker 2: that's what you were going to do. So then it's
• 8:03
  Speaker 2: really like, okay, I think this could be special. I
• 8:06
  Speaker 2: didn't think like, oh, I bet this real chemistry will
• 8:08
  Speaker 2: be X amount and be called this. It was just
• 8:11
  Speaker 2: I think we can innovate, make a difference. We're going
• 8:14
  Speaker 2: to somehow get to whatever that place is. But if
• 8:17
  Speaker 2: we're honest, you know, you don't really know. Back at
• 8:19
  Speaker 2: that earlier stage.
• 8:21
  Speaker 1: People ask me how I operate. I think I operate
• 8:23
  Speaker 1: very this really and instinctively, and I kind of know
• 8:28
  Speaker 1: where good partnership could be. I mean, I've told people
• 8:32
  Speaker 1: you're so instrumental in our evolution over this last twenty
• 8:35
  Speaker 1: five years, which is why I wanted to get together
• 8:38
  Speaker 1: and talk about your new book. Anyway, But since we're
• 8:40
  Speaker 1: in our twenty fifth year, I saw this connection of
• 8:46
  Speaker 1: health and data and tech, and you actually helped me
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  Speaker 1: see the rest of it. I remember you telling me
• 8:53
  Speaker 1: that in entrepreneurialism, you're like going along for a long
• 8:57
  Speaker 1: time and you're in the cloud and there's sort of
• 9:01
  Speaker 1: snow gathering on your.
• 9:03
  Speaker 2: Like a blizzard ahead, and you can sort of see
• 9:05
  Speaker 2: but not quite.
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  Speaker 1: And then at some point you know you see enough
• 9:09
  Speaker 1: in order to keep going down the road. I talk
• 9:12
  Speaker 1: about that one a lot, that some of the lessons
• 9:14
  Speaker 1: you've taught me. It's like, you got to stay on
• 9:17
  Speaker 1: the road. You can't get off to the side and
• 9:19
  Speaker 1: get stuck in the ditch, which a lot of people do.
• 9:22
  Speaker 3: But that was that combo.
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  Speaker 2: And I think what I realized twenty five years later
• 9:26
  Speaker 2: the team is actually critical, Like you can't have one
• 9:29
  Speaker 2: person just go do it. And we had other people people,
• 9:31
  Speaker 2: a lot of great people, and we were able to
• 9:34
  Speaker 2: kind of harness that energy together and that's what made
• 9:37
  Speaker 2: the difference.
• 9:38
  Speaker 3: A good basketball team.
• 9:39
  Speaker 1: Of course, it takes hundreds and hundreds of people, but
• 9:41
  Speaker 1: it does take leadership and vision. That vision became W
• 9:46
  Speaker 1: two and then real chemistry. What were we doing that
• 9:49
  Speaker 1: others weren't that help us find success? In your opinion,
• 9:53
  Speaker 1: what was different about us than you know, you were
• 9:55
  Speaker 1: a GCI and you were in sidebots of other companies
• 9:59
  Speaker 1: and you worked at other agencies. What set us apart?
• 10:03
  Speaker 1: That gave us as edge?
• 10:05
  Speaker 3: More than one thing?
• 10:06
  Speaker 2: But we definitely on the data side, we definitely were
• 10:09
  Speaker 2: getting better audience insights than most because of the algorithms
• 10:13
  Speaker 2: we could build. But we also had this like geekiness
• 10:17
  Speaker 2: and no one knew the science better, right, So there
• 10:20
  Speaker 2: was this other driver going there, and in the middle
• 10:23
  Speaker 2: of that was excellent client service. That's why I say
• 10:26
  Speaker 2: it's a team, right.
• 10:26
  Speaker 1: But using tactics from different industries, especially ones unrelated to ours,
• 10:32
  Speaker 1: helped us. And why do you think that is if
• 10:34
  Speaker 1: you go back to.
• 10:35
  Speaker 2: That time, Like when I left l in two thousand
• 10:37
  Speaker 2: and nine, we had just built the world's first global
• 10:40
  Speaker 2: social media function and so everyone was talking about it.
• 10:43
  Speaker 2: I was getting invited in any way to all these companies,
• 10:46
  Speaker 2: so it's like, well, why don't we go in there
• 10:48
  Speaker 2: and see what we can do for them? But then
• 10:50
  Speaker 2: as you go in, you're like, Intel is going to
• 10:51
  Speaker 2: push you so much faster to build something, and there's
• 10:55
  Speaker 2: not the regulations that we have in pharma in front
• 10:58
  Speaker 2: of us or healthcare. And Warner Brothers is like, how
• 11:01
  Speaker 2: the heck do we figure out what we're doing related
• 11:03
  Speaker 2: to our movies? And then Red Bulls like, we've got
• 11:05
  Speaker 2: to figure out how to reach our audience more effectively.
• 11:07
  Speaker 2: And cut their own clutter and all of that stuff.
• 11:10
  Speaker 2: We're like, okay, let's do it, but hold it back.
• 11:12
  Speaker 1: Yeah. I mean we interacted with Coke, but we brought
• 11:15
  Speaker 1: all that intel back to Farmer, back.
• 11:17
  Speaker 2: To Pfizer, back to Bristol, back to Merk And that
• 11:21
  Speaker 2: is unique.
• 11:21
  Speaker 1: At that time for sure, and I know that's been noted,
• 11:24
  Speaker 1: but we really really did it. And I think what's
• 11:28
  Speaker 1: really more interesting is those consumer concepts are what made
• 11:33
  Speaker 1: me think we could help with patient agency, not agency
• 11:38
  Speaker 1: like what we do, but I mean their ability to
• 11:40
  Speaker 1: take control of their own healthcare. Now that we are
• 11:43
  Speaker 1: now living in a world where you can order your
• 11:46
  Speaker 1: own peptides and hormones, and you can book a perneuva
• 11:50
  Speaker 1: oh find out your own results, and that we get
• 11:52
  Speaker 1: test results before we actually talked to our doctor, it's
• 11:56
  Speaker 1: getting to be where I was hoping it would go
• 11:59
  Speaker 1: as an end and where I think we've had a
• 12:02
  Speaker 1: lot of impact on. Now that I do boards and
• 12:05
  Speaker 1: so many other things in that neck of the woods
• 12:08
  Speaker 1: and world, I can see where we can continue to
• 12:10
  Speaker 1: help foster that and really save lives by giving patients
• 12:15
  Speaker 1: the power.
• 12:16
  Speaker 2: That's always where it comes down to. I think The
• 12:18
  Speaker 2: other thing about the non healthcare clients is it kind
• 12:21
  Speaker 2: of made.
• 12:21
  Speaker 3: Us see the world a different way.
• 12:23
  Speaker 2: I think it sped us up to say, Okay, let's
• 12:26
  Speaker 2: go deeper and creative, let's go deeper in, let's get
• 12:28
  Speaker 2: into paid, let's do all these other things you can
• 12:31
  Speaker 2: see we.
• 12:31
  Speaker 3: Could do it.
• 12:32
  Speaker 2: And for consfirms back then, it was like, what are
• 12:35
  Speaker 2: you talking about? Why would you even consider doing that?
• 12:37
  Speaker 2: You guys are nuts nuts?
• 12:39
  Speaker 1: Well, yeah, everybody always was looking at what we were doing,
• 12:41
  Speaker 1: going what the hell is he doing? Now?
• 12:43
  Speaker 3: As are crazy?
• 12:44
  Speaker 1: Right? But that's okay. I mean I think in some
• 12:47
  Speaker 1: ways we were and we weren't afraid to make mistakes,
• 12:49
  Speaker 1: of which we made many. And I always say real
• 12:52
  Speaker 1: chemistry is a success story made of any mistakes, but
• 12:58
  Speaker 1: well made caulse. You kind of got to know when
• 13:00
  Speaker 1: you make them and try not to make them again.
• 13:03
  Speaker 1: This concept of taking the consumer perspective, because there's nothing
• 13:08
  Speaker 1: more important than your help. Is there a more important
• 13:11
  Speaker 1: product than your health? And so I always thought by
• 13:16
  Speaker 1: taking from the consumer world those lessons and bringing them in,
• 13:21
  Speaker 1: let's just talk a little bit about what I think
• 13:24
  Speaker 1: we got real damn good at, which is audience curation
• 13:29
  Speaker 1: and precision. You say that success starts with understanding what
• 13:33
  Speaker 1: people are looking for. Why do so many companies hyper
• 13:37
  Speaker 1: focus on the message before targeting their audience.
• 13:42
  Speaker 3: Yeah, it's easier, right.
• 13:43
  Speaker 2: So it's like if you and I are like, hey,
• 13:45
  Speaker 2: let's go build a campaign, it's like, let's go in
• 13:47
  Speaker 2: the conference room and think of ideas. So right away
• 13:49
  Speaker 2: we're thinking of the content, we're thinking the messages. And
• 13:53
  Speaker 2: the way I've always liked to think of it is
• 13:54
  Speaker 2: all the clues we need are right in front of us.
• 13:58
  Speaker 2: Customers are telling us what to do. We just have
• 14:01
  Speaker 2: to listen to them. And so that gets into how
• 14:03
  Speaker 2: do you do it well? And I think too many
• 14:05
  Speaker 2: people say yeah, I got that, You're right okay, and
• 14:07
  Speaker 2: they do some quick research.
• 14:09
  Speaker 3: They don't really go, no, we have to know them
• 14:11
  Speaker 3: so well.
• 14:11
  Speaker 2: It's like almost like family, you know, So we're like,
• 14:14
  Speaker 2: I know exactly what they're doing, what their needs are,
• 14:16
  Speaker 2: and what they're not saying, which is often the case
• 14:19
  Speaker 2: in disease because people don't know how to articulate what
• 14:22
  Speaker 2: they need, So how do we spot that earlier? So
• 14:24
  Speaker 2: it's all stuff like that.
• 14:26
  Speaker 1: And it's wild because our phones know right our phones
• 14:29
  Speaker 1: seem to know anyway.
• 14:30
  Speaker 3: Do they do right? Even if we don't know they know?
• 14:34
  Speaker 1: So what do you say to people who say that's
• 14:36
  Speaker 1: creepy and invasive and not appropriate.
• 14:41
  Speaker 2: If we can help people get the medicines they need
• 14:44
  Speaker 2: and if we can help them learn more about their disease,
• 14:46
  Speaker 2: I don't find that to be anything but good. And so, now,
• 14:50
  Speaker 2: in anything you do, could there be someone going too far? Sure,
• 14:55
  Speaker 2: And that's why we have rules. That's why guidelines, That's
• 14:57
  Speaker 2: why we have laws.
• 14:58
  Speaker 1: Know. And then so you say that innovation can be lonely,
• 15:02
  Speaker 1: which we entrepreneurs, it's often that way. What helps you
• 15:07
  Speaker 1: feel sure that pushing the needle and thinking outside the
• 15:10
  Speaker 1: box is the way to go in business.
• 15:12
  Speaker 2: For some reason, I've always been comfortable being lonely about that.
• 15:16
  Speaker 2: But you do have to remind yourself that, Sarah, Like
• 15:19
  Speaker 2: I remember people you're launching like a new platform or something,
• 15:23
  Speaker 2: and they'll say, like, you're an idiot, that's not going
• 15:25
  Speaker 2: to work. Not a real chemistry. Happened to me in Dell,
• 15:27
  Speaker 2: It's happened to me in other places, and you just
• 15:29
  Speaker 2: have to go no, I'm pretty sure this is going
• 15:31
  Speaker 2: the right direction.
• 15:32
  Speaker 3: I'm going to do it.
• 15:33
  Speaker 2: So it's not that you try to get everyone to
• 15:35
  Speaker 2: be in a Kumbaya moment. You just kind of know
• 15:38
  Speaker 2: that you should do it. And you've been through that
• 15:40
  Speaker 2: many times where you're like, you know that you've got
• 15:42
  Speaker 2: to go in a certain direction, and maybe everyone doesn't
• 15:45
  Speaker 2: even like it for a while, but you just have
• 15:48
  Speaker 2: to go, no, this is going to be right. And
• 15:49
  Speaker 2: then eventually everyone, of course says, Jim has an amazing
• 15:52
  Speaker 2: idea about a great idea, and they forget about all that.
• 15:55
  Speaker 1: You used to talk about what is a scientific concept,
• 15:58
  Speaker 1: but it is a concept in business. It's the idea
• 16:00
  Speaker 1: of the antibodies. And how one overcomes that is.
• 16:03
  Speaker 2: That when we're born, we are born with you know,
• 16:06
  Speaker 2: skepticism and curiosity are two major drivers. And if you
• 16:10
  Speaker 2: think about it, skepticism was like keeping us alive, so
• 16:13
  Speaker 2: the bear didn't need us, and curiosity was how we learned.
• 16:16
  Speaker 2: That's why kids ask hundreds of questions a day. So
• 16:20
  Speaker 2: it's the same thing in the business world. You have
• 16:21
  Speaker 2: some people who naturally are more skeptical, and.
• 16:23
  Speaker 1: Wives and girlfriends so they do that too. They ask
• 16:26
  Speaker 1: a lot of questions wives and girlfriends.
• 16:28
  Speaker 2: Yeah, but not as many as like four year old,
• 16:30
  Speaker 2: you know, So that curiosity is really essential, right, It's
• 16:36
  Speaker 2: part of who we are as humans.
• 16:38
  Speaker 1: So what's the antibody reaction? What do you think that is?
• 16:41
  Speaker 2: The antibody reaction is always someone who's saying they look
• 16:45
  Speaker 2: at you and you're smiling and they say, Jim, you
• 16:48
  Speaker 2: know we could do that next year, or boy, that's
• 16:50
  Speaker 2: a great idea. I wish I had the budget where hey, Jim,
• 16:53
  Speaker 2: that's awesome. Can you talk to these five people over here?
• 16:56
  Speaker 2: So they don't say no, they don't say yes. They
• 16:59
  Speaker 2: sound polite, but they're absolutely squalshing innovation. Every company is
• 17:03
  Speaker 2: filled with people who do that and they know it
• 17:05
  Speaker 2: and they laugh about it when you point it out.
• 17:08
  Speaker 2: Trick is understanding when you're doing it so you can
• 17:10
  Speaker 2: get over it.
• 17:11
  Speaker 1: How do you I mean? I think our audience would
• 17:13
  Speaker 1: love to know, because so many of our audience are
• 17:16
  Speaker 1: taking their ten cup around to get budgeted.
• 17:19
  Speaker 2: What is it in the leader manager dynamic when leaders
• 17:22
  Speaker 2: are really open and they say, hey, if I ever
• 17:25
  Speaker 2: do this, call me on it. You've got to give
• 17:27
  Speaker 2: people permission to say make fun of me or say
• 17:30
  Speaker 2: something or raise your hand or it can't you know,
• 17:32
  Speaker 2: Otherwise people are trying to be too middle of the
• 17:35
  Speaker 2: road so they don't get in trouble. I think leaders
• 17:38
  Speaker 2: have to open it up, you know, and just say
• 17:41
  Speaker 2: it's okay if I'm wrong or crazy or whatever in
• 17:44
  Speaker 2: a moment, tell me, Well.
• 17:45
  Speaker 1: That takes some curge.
• 17:47
  Speaker 2: I don't know a better way to do it. The
• 17:49
  Speaker 2: other thing, though, to do is having the patient in
• 17:51
  Speaker 2: the room. And I know that resonates with both of us.
• 17:54
  Speaker 2: Is like, if you're having a meeting, you imagine in
• 17:56
  Speaker 2: one seat is with a patient, and when you're talking
• 18:00
  Speaker 2: about ideas, talk to them and if they would understand it,
• 18:03
  Speaker 2: you're in good shape. Otherwise you're getting into too much
• 18:06
  Speaker 2: corporate speak, too much belooning, you know, and you got
• 18:09
  Speaker 2: to bring it down to what would really matter.
• 18:12
  Speaker 1: Yeah, I know those patient advocacy divisions, but you know,
• 18:15
  Speaker 1: you think patient counsels would be really helpful to the
• 18:18
  Speaker 1: farm and industry right to have them, just like they
• 18:20
  Speaker 1: have boards of directors. I always give kudos when they
• 18:24
  Speaker 1: put someone on the board who's from an advocacy group,
• 18:27
  Speaker 1: who really can speak for that.
• 18:28
  Speaker 2: One thing that stuck with me in the Huntington's Disease
• 18:30
  Speaker 2: Society when I was on the board is we had
• 18:33
  Speaker 2: one role for a patient and we had I won't
• 18:35
  Speaker 2: say the person's name, but they had active Huntington's. So
• 18:38
  Speaker 2: the whole meeting, they were moving around the entire time,
• 18:41
  Speaker 2: and every decision you make, you're thinking like, Okay, is
• 18:45
  Speaker 2: this the right decision for this person and their family now?
• 18:49
  Speaker 2: And if it's not, you're like, I'm not doing it.
• 18:51
  Speaker 2: And so there's a different level of clarity I think
• 18:54
  Speaker 2: when you think like a patient.
• 18:57
  Speaker 1: Yeah, all the principles of what we said. You know,
• 18:59
  Speaker 1: it's the customer stupid or whatever. Some of this stuff
• 19:02
  Speaker 1: is not rocket science when you boil it down and
• 19:05
  Speaker 1: break it down. So what inspired you to become a
• 19:07
  Speaker 1: writer and how has writing helped you predict change and
• 19:10
  Speaker 1: get ahead of the curve?
• 19:12
  Speaker 3: Yeah?
• 19:13
  Speaker 2: I like writing for that reason. Is it was pre
• 19:15
  Speaker 2: Commerce your first book, pre Commerces first. I feel like
• 19:18
  Speaker 2: I pushed you to that.
• 19:20
  Speaker 3: Yeah you did. You said you're going to write it.
• 19:22
  Speaker 1: I remember that well, because we wanted the manifesto down right,
• 19:25
  Speaker 1: we wanted to really talk about No.
• 19:28
  Speaker 2: I was kind of like, I think I should write
• 19:29
  Speaker 2: it and you're like, no, you're writing it, and we
• 19:31
  Speaker 2: did it allows you to be slightly ahead of the
• 19:34
  Speaker 2: market because you're basically putting out those ideas, you're thinking
• 19:38
  Speaker 2: them through. A lot of ideas that people have sound
• 19:41
  Speaker 2: really good, but they don't really think them through all
• 19:44
  Speaker 2: the way. And so in doing that, I often will
• 19:47
  Speaker 2: start with columns and posts and then eventually that becomes
• 19:50
  Speaker 2: a book. You can see what people like, what they
• 19:52
  Speaker 2: don't understand, what they do understand. That's why I like
• 19:55
  Speaker 2: doing it as a way of kind of pushing the
• 19:57
  Speaker 2: marketplace to think a little bit differently, but not go
• 20:01
  Speaker 2: too crazy that they can't understand it.
• 20:03
  Speaker 1: All right, So what number book is the compass? That
• 20:07
  Speaker 1: is number six. Yeah, that's pretty amazing.
• 20:10
  Speaker 2: Yeah, And that one was like I was thinking, like,
• 20:12
  Speaker 2: how do you write a book that gets you to
• 20:14
  Speaker 2: think about AI so you can actually think, Okay, I'm
• 20:18
  Speaker 2: going to harness AI. So AI becomes like a mirror
• 20:20
  Speaker 2: of my own intelligence. And so that's the essence of
• 20:23
  Speaker 2: the book is helping people just think that through.
• 20:27
  Speaker 1: Well, what do you mean by mirror of your own
• 20:29
  Speaker 1: intelligence or mind? I mean, I love the concept because
• 20:32
  Speaker 1: a lot of people don't understand there's a bunch of
• 20:34
  Speaker 1: data that sits beneath the AI layer right, and you
• 20:39
  Speaker 1: don't really know if that data is adequate to answer
• 20:43
  Speaker 1: the question right.
• 20:44
  Speaker 2: Here's the way I say it to folks now, because
• 20:46
  Speaker 2: that question does come up, and I'll say, well, imagine
• 20:49
  Speaker 2: you have the smartest person in the world right across
• 20:51
  Speaker 2: from you, and they work for you full time. What
• 20:54
  Speaker 2: are you going to tell them to do? How are
• 20:56
  Speaker 2: you going to ask them the right questions? How do
• 20:59
  Speaker 2: you know what they say is enough or could you
• 21:01
  Speaker 2: push them further? So if you're constantly thinking like I
• 21:04
  Speaker 2: got the strongest PhD in the history of the world
• 21:07
  Speaker 2: in front of me, then you push yourself to go, Okay,
• 21:10
  Speaker 2: I didn't go far enough, didn't ask this enough, and
• 21:12
  Speaker 2: you end up getting a lot out of it. The
• 21:15
  Speaker 2: other part of it is AI, of course, has tremendous memory.
• 21:18
  Speaker 2: So if you're doing this over and over like that,
• 21:21
  Speaker 2: you all of a sudden start getting better and better
• 21:24
  Speaker 2: at how you get these results. But that's what I
• 21:26
  Speaker 2: mean by it.
• 21:27
  Speaker 1: So the agents won't get Alzheimer's.
• 21:30
  Speaker 2: No, they may get something else, but it won't be Alzheimer's, right.
• 21:32
  Speaker 1: I mean, I'm kind of curious about that. I mean,
• 21:35
  Speaker 1: how can we use AI to be better thinkers? Rather
• 21:39
  Speaker 1: than using it to outsource our thinking, our own thinking, Like,
• 21:42
  Speaker 1: what's that danger? Because I've heard people say this is
• 21:45
  Speaker 1: making us dumber, and I'm like why. I mean, I
• 21:48
  Speaker 1: would think it's making us smarter, But why do people think.
• 21:51
  Speaker 2: I just did an analysis on my own of three
• 21:54
  Speaker 2: hundred and thirty tasks that we do in communications and
• 21:57
  Speaker 2: then one hundred and six in marketing. When you do,
• 22:00
  Speaker 2: you can look at see which tasks will be accelerated
• 22:02
  Speaker 2: by AI, which ones will be transformed by AI, which
• 22:06
  Speaker 2: ones will be replaced, and which ones are core, like
• 22:09
  Speaker 2: they just aren't going to change. So like strategic council
• 22:12
  Speaker 2: that you would give to a CEO that's not changing
• 22:15
  Speaker 2: because of AI. But how you build a media list
• 22:18
  Speaker 2: that's going to be replaced? But if you think of
• 22:20
  Speaker 2: like content creation that's going to be transformed, And when
• 22:24
  Speaker 2: you start to look at things like that, you're like, oh,
• 22:27
  Speaker 2: this isn't don hard. It's just a matter of how
• 22:29
  Speaker 2: do we make all this workflow change? And this is
• 22:32
  Speaker 2: one of the reasons why I think a great CCO
• 22:35
  Speaker 2: or a great CEO of an agency is also going
• 22:37
  Speaker 2: to be a chief workflow officer and they're going to
• 22:40
  Speaker 2: be on top of it, to say how do we
• 22:42
  Speaker 2: do this? Across the board, every single thing we do well.
• 22:45
  Speaker 1: Perfect timing because we just launched our anatomy platform here
• 22:50
  Speaker 1: at Real Chemistry to day we announced it.
• 22:52
  Speaker 3: I haven't seen it, but I heard that.
• 22:53
  Speaker 1: Yes, it starts with the AA, ends with the I
• 22:56
  Speaker 1: obviously anatomy being part of the healthcare system, but also
• 23:01
  Speaker 1: what you just said, the workflow system, and it's our
• 23:06
  Speaker 1: packaging of years and data that we've collected over so
• 23:10
  Speaker 1: many years from the days you joined, and we had
• 23:12
  Speaker 1: a lot of it. We started with a jim AI
• 23:14
  Speaker 1: and a Real Chemistry intelligence system and we've kept iterating
• 23:19
  Speaker 1: on it. We didn't just add it because suddenly AI
• 23:22
  Speaker 1: was de riguer were I remember you talking about machine
• 23:26
  Speaker 1: learning in two thousand and nine or ten, whenever we
• 23:29
  Speaker 1: first came together. The point is I talk about it
• 23:31
  Speaker 1: to people and I'm like, we've been working in these
• 23:35
  Speaker 1: concepts for a long time. AI was not what we called.
• 23:38
  Speaker 3: It right exactly.
• 23:40
  Speaker 2: That's fantastic because that's it's going to transform how an
• 23:43
  Speaker 2: agency works, and I think it will lead to more opportunities,
• 23:46
  Speaker 2: not less. So I'm not a believer that it kills jobs.
• 23:49
  Speaker 2: I'm a believer that it creates opportunities for people.
• 23:52
  Speaker 1: Well, you remember we were consistent double digit growers for
• 23:55
  Speaker 1: twenty some odd years forever. There was a little bit
• 23:59
  Speaker 1: of a pick up in that we still were growing,
• 24:02
  Speaker 1: but not like that. But over the last two years
• 24:04
  Speaker 1: back to double digits. And I do feel the tech
• 24:07
  Speaker 1: is enabling that and giving us that and that ability.
• 24:11
  Speaker 1: So how do we learn to ask AI smarter questions?
• 24:16
  Speaker 1: What is the key here?
• 24:17
  Speaker 2: If you take anything we do, take any of the
• 24:20
  Speaker 2: normal activities, we do more than once for somewhat repetitive activities.
• 24:25
  Speaker 2: If we ask ourselves what questions do I ask to
• 24:27
  Speaker 2: get the right information? What I find is that people
• 24:30
  Speaker 2: look at you cross sid and go I don't know
• 24:33
  Speaker 2: they've done it just by route right. So we have
• 24:36
  Speaker 2: to stop and say, when I'm building something really simple,
• 24:39
  Speaker 2: when I'm building the best planning for ASCO, what questions
• 24:43
  Speaker 2: do we actually ask preach step of the way, Or
• 24:46
  Speaker 2: if I'm thinking through how to build a coalition, what
• 24:49
  Speaker 2: questions do I actually ask? And so if we do that,
• 24:52
  Speaker 2: you can strip, you can actually drive AI and eventually
• 24:56
  Speaker 2: we'll be able to say, you know, there's ten steps
• 24:58
  Speaker 2: in building a great coalition. So we're going to and
• 25:01
  Speaker 2: we have twenty five questions we need to ask an
• 25:03
  Speaker 2: answer something like that.
• 25:05
  Speaker 1: Right, Well, I think that's a very good way to
• 25:08
  Speaker 1: do it because you kind of take the pattern recognition.
• 25:12
  Speaker 1: Over many years, I've said that it's really good to
• 25:16
  Speaker 1: match up people who are really AI, yes, right, like
• 25:20
  Speaker 1: guys like us who've been around and kind of know
• 25:23
  Speaker 1: what to ask from a pattern recognition perspective, and you
• 25:27
  Speaker 1: ask that right set of questions because you have knowledge
• 25:30
  Speaker 1: and experience that the machine doesn't, and together you can
• 25:34
  Speaker 1: create something pretty spectacic.
• 25:36
  Speaker 2: And this is either thing jimmis sometimes there's a mistake.
• 25:38
  Speaker 2: Everyone has to learn at every age. But the people
• 25:41
  Speaker 2: who have been around for a while know a ton
• 25:44
  Speaker 2: of information that is extremely useful to drive AI because
• 25:49
  Speaker 2: they have all the experience. They've already been through things
• 25:51
  Speaker 2: thirty times, already done twenty launches, They've already know and
• 25:55
  Speaker 2: that's extremely valuable information. And a lot of times those
• 25:58
  Speaker 2: are the folks who are most intimateimidated by AI, but
• 26:01
  Speaker 2: they shouldn't be. They're actually part of the answer, right.
• 26:05
  Speaker 1: They could exploit it and leverage it probably more and
• 26:08
  Speaker 1: better than anybody. I mean I've been enjoying thinking in
• 26:12
  Speaker 1: AI right AI first, and it's just for someone like
• 26:15
  Speaker 1: me who wants to get so much done in every
• 26:18
  Speaker 1: minute of every day. It's been really, you know, something
• 26:21
  Speaker 1: of a godsend.
• 26:22
  Speaker 2: We're probably doing the same thing, but like I'll have
• 26:23
  Speaker 2: like Quaud doing something up here and then chat Shept's running,
• 26:26
  Speaker 2: so the in perplexity is doing something and then I'm
• 26:29
  Speaker 2: an email doing something while qualk is coming in and
• 26:32
  Speaker 2: I'm like, this is awesome.
• 26:33
  Speaker 3: It's awesome.
• 26:33
  Speaker 1: The more things change, the more they stay the same. Yeah, Exactly,
• 26:37
  Speaker 1: after decades of helping healthcare companies serve patients, you yourself
• 26:42
  Speaker 1: became a cancer patient. And I always come to this point,
• 26:45
  Speaker 1: given the podcast is focused on health and wellnessed, ultimately,
• 26:51
  Speaker 1: what did that teach you that you hadn't seen on
• 26:54
  Speaker 1: the professional side as a patient.
• 26:56
  Speaker 3: So a couple things.
• 26:57
  Speaker 2: I mean, i had press state cancer in twenty twenty one,
• 27:00
  Speaker 2: and I'm in the fortunate bunch that was able to
• 27:03
  Speaker 2: do a prosettectomy and then I'm good.
• 27:06
  Speaker 3: But a couple of things. One is I had.
• 27:07
  Speaker 2: A normal PSA score, I had a normal gleases square.
• 27:11
  Speaker 2: But what happened was my cancer was inside the organ
• 27:15
  Speaker 2: and hadn't yet come out. And so that's why I
• 27:17
  Speaker 2: was able to have a better outcome, But I wasn't
• 27:19
  Speaker 2: that far away from having a not good outcome.
• 27:22
  Speaker 1: How did they find it?
• 27:23
  Speaker 2: A digital rectal exam? I say this to every guy
• 27:26
  Speaker 2: I talked to, is like, don't avoid that test with
• 27:28
  Speaker 2: your doctor. It's not no one's favorite test, but don't
• 27:31
  Speaker 2: ignore it. The other thing is I think when you're
• 27:33
  Speaker 2: a patient.
• 27:34
  Speaker 1: Is that the thing where they stick the hand up
• 27:36
  Speaker 1: dingle around up there.
• 27:37
  Speaker 2: Yeah, yeah, it's not fun, but you got to do it.
• 27:40
  Speaker 2: It's the only way that they could determine that I
• 27:42
  Speaker 2: had something. So if I hadn't done that, I probably
• 27:45
  Speaker 2: wouldn't be on the call right now.
• 27:47
  Speaker 1: So pernewble or things like that, we don't have to do.
• 27:51
  Speaker 2: You should do a PSA and you should do that
• 27:53
  Speaker 2: stuff just to check.
• 27:54
  Speaker 3: Do some of the old school stuff too.
• 27:56
  Speaker 1: Well. It's funny because the sky Lindsey Graham just passed
• 28:00
  Speaker 1: the order to dissection and we did some work with
• 28:03
  Speaker 1: one of our past clients in and around that zone. Again,
• 28:07
  Speaker 1: I'm big on prevent the event, right, I mean, that's
• 28:10
  Speaker 1: the key. So your story, despite the discomfort, everybody felt
• 28:14
  Speaker 1: when you said those words. Really, ultimately it is the
• 28:18
  Speaker 1: only full proof way.
• 28:19
  Speaker 2: If it could save another life, then it's worth saying
• 28:22
  Speaker 2: it out loud.
• 28:23
  Speaker 3: Many times we want the.
• 28:24
  Speaker 2: Other thing too, Jim. I think is as a patient,
• 28:27
  Speaker 2: you get in this mode very quickly. Besides the fact
• 28:29
  Speaker 2: that you don't know what's going to happen until you
• 28:31
  Speaker 2: have the surgery and you have that time, you just
• 28:33
  Speaker 2: want answers. You don't have any time for any bullshit.
• 28:37
  Speaker 2: It's like, tell me what I need to do. What
• 28:39
  Speaker 2: do we need to look at? What do I need
• 28:40
  Speaker 2: to do now? I don't need ten theories, I don't
• 28:42
  Speaker 2: need seventy five publications. Just give it to me. I
• 28:45
  Speaker 2: think the medical system. I had great doctors who were excellent,
• 28:48
  Speaker 2: but we still spend too much time. We don't get
• 28:51
  Speaker 2: to the point quickly enough.
• 28:53
  Speaker 1: No, And it's like luck it sometimes luck how you
• 28:56
  Speaker 1: find it. As you know, are very good mutual friend.
• 29:00
  Speaker 1: Oudre at Weiss died because we probably didn't catch it
• 29:03
  Speaker 1: in time. But that was a cancer that was growing
• 29:05
  Speaker 1: for a long time. God aggressive. Now there's some new
• 29:08
  Speaker 1: stuff right the k RUS inhibitors that have come out
• 29:12
  Speaker 1: that look quite promising to help maybe in the later
• 29:16
  Speaker 1: stages of the disease. I'm sure it won't cure it,
• 29:18
  Speaker 1: but it's going to be a nice treatment and then,
• 29:20
  Speaker 1: you know, hopefully down the road extend life for another
• 29:23
  Speaker 1: set of cancer patients. And we're doing that sort of
• 29:26
  Speaker 1: one cancer at a time. But the message is do the
• 29:30
  Speaker 1: hard stuff sooner so you can avoid the even harder
• 29:35
  Speaker 1: stuff down the road.
• 29:37
  Speaker 3: Absolutely right.
• 29:37
  Speaker 2: And by the way, you didn't ask this, but as
• 29:39
  Speaker 2: well to say, like I think Wadra, she was a
• 29:42
  Speaker 2: great communications professional, she was a great mom, great partner.
• 29:46
  Speaker 2: It's really special person and I just I just wanted
• 29:49
  Speaker 2: to say that for a second.
• 29:51
  Speaker 1: Thanks. You know, you were a big influence on her life,
• 29:54
  Speaker 1: and you and Donna have been great friends and there
• 29:57
  Speaker 1: for me all this time, and I appreciate it. I
• 30:00
  Speaker 1: know music's incredibly important to us, so it certainly got
• 30:03
  Speaker 1: me through that illness and death in many ways or
• 30:06
  Speaker 1: helped me. You love and turned to Dave Matthews. I
• 30:09
  Speaker 1: do that with obviously this other little band called the
• 30:12
  Speaker 1: Grateful Dead, and every cover band known to man of
• 30:17
  Speaker 1: the Great Joe Right, we don't have all the original members.
• 30:21
  Speaker 1: I've thankfully gotten to know Mickey Hart through my music
• 30:24
  Speaker 1: and the mind work. We'll have him on the podcast soon.
• 30:27
  Speaker 3: Phil Lesh you know Phil lash Place.
• 30:29
  Speaker 1: I did know Phil lash Yeah, but you know again, Phil, Bobby,
• 30:32
  Speaker 1: they all are gone. I'm on the board of Sweetwater.
• 30:34
  Speaker 1: So it's really fun to be part of that legacy
• 30:37
  Speaker 1: of people that are taking that legacy forward. What role
• 30:41
  Speaker 1: has their music played in helping you stay optimistic through
• 30:45
  Speaker 1: europs and downs?
• 30:47
  Speaker 3: Yeah?
• 30:47
  Speaker 2: So the Dave Matthews Band, Like I was listening to
• 30:50
  Speaker 2: DMB like most of today as I was writing and
• 30:52
  Speaker 2: doing stuff. It's very meditative. I was thinking about why
• 30:55
  Speaker 2: I like certain things, and Dave Matthews Band is kind
• 30:58
  Speaker 2: of like your conscience, you know, And I think The
• 31:00
  Speaker 2: Dead is kind of like that too. I love the
• 31:02
  Speaker 2: Stones too, though.
• 31:03
  Speaker 1: I know I was going to say, and I knew
• 31:05
  Speaker 1: you did. I was like, why aren't we talking about
• 31:06
  Speaker 1: the Stones?
• 31:07
  Speaker 2: I love the Stones. It's like realism, like give me
• 31:09
  Speaker 2: shelter and all that kind of stuff. And then I
• 31:12
  Speaker 2: love Zeppelin like high concept, so it depends kind of
• 31:15
  Speaker 2: what STATEUM in, Like if I want like more concepts
• 31:18
  Speaker 2: is more even more Zeppelin has been that like let's
• 31:21
  Speaker 2: go and make things happen. It's the Stones and from
• 31:24
  Speaker 2: reflecting it's DMB, We're dead, we're reggae.
• 31:29
  Speaker 1: Now, all of it. What are you getting real about
• 31:31
  Speaker 1: right now?
• 31:32
  Speaker 2: The biggest thing is family. We have four grandsons, so
• 31:35
  Speaker 2: we're very feel very blessed. Seven, five, three and one.
• 31:39
  Speaker 2: They all live nearby. It's the best work everg just
• 31:43
  Speaker 2: go and they all want to get thrown up and
• 31:45
  Speaker 2: tossed around. And you know, the four boys, right, So
• 31:48
  Speaker 2: it's awesome.
• 31:49
  Speaker 3: That's it. That's our focus.
• 31:51
  Speaker 1: So you like learning from the younger generation, what are
• 31:53
  Speaker 1: you learning from your grandkids?
• 31:55
  Speaker 2: I'm actually learning about how many questions they ask. You know,
• 31:59
  Speaker 2: there's a study that is done in the UK that
• 32:01
  Speaker 2: the average kid under five asked about three hundred questions
• 32:04
  Speaker 2: a day. And when you hang out with them, that's
• 32:06
  Speaker 2: about right. And I thought, you know, why do we
• 32:09
  Speaker 2: lose that? Why aren't we continuing to ask all these
• 32:11
  Speaker 2: questions all day long ourselves, maybe not to the point
• 32:13
  Speaker 2: where we're annoying people, but doing enough. We should do
• 32:17
  Speaker 2: more of it, you know. So it's things like that,
• 32:19
  Speaker 2: and it's just they enjoy life. So is there enjoying life?
• 32:22
  Speaker 2: You're like, why am I making life harder?
• 32:24
  Speaker 3: In any given day?
• 32:24
  Speaker 1: Do you think it's because we don't answer them and
• 32:26
  Speaker 1: then they stop asking? Is that part of it?
• 32:29
  Speaker 3: I seem to be hanging out with ones that don't stop.
• 32:31
  Speaker 1: And when you get into school, the school systems also
• 32:34
  Speaker 1: tend to not engender that. Right why you're saying, yes,
• 32:38
  Speaker 1: you have to be quiet in class.
• 32:40
  Speaker 2: And yeah, you have to be quiet. You have to
• 32:42
  Speaker 2: learn and memorize things. And it really kind of goes
• 32:45
  Speaker 2: counter to how our brains want to work. When I
• 32:47
  Speaker 2: look back on time, I think of like, I didn't
• 32:49
  Speaker 2: have VDHD, but I was always like restless in school.
• 32:53
  Speaker 2: Now I look back like, of course I was. Brain
• 32:55
  Speaker 2: doesn't work like that.
• 32:56
  Speaker 1: Yeah, how do you know? We have the test? Yeah,
• 33:00
  Speaker 1: hear you? So look, I have a couple of fun
• 33:02
  Speaker 1: questions to wrap up. We could keep talking to three hours,
• 33:05
  Speaker 1: I'm sure, like we always used to, and people would
• 33:08
  Speaker 1: leave the room and leave to We'd be up for two, three,
• 33:11
  Speaker 1: and four in the morning reinventing the world and everyone
• 33:13
  Speaker 1: would be asleep. What album is the soundtrack of your life?
• 33:17
  Speaker 1: You've mentioned lots of them, but if you had one,
• 33:20
  Speaker 1: what would it be?
• 33:22
  Speaker 2: I think I would go to gimme shelter for the stones,
• 33:24
  Speaker 2: it's very realistic.
• 33:26
  Speaker 3: And then there's also.
• 33:27
  Speaker 2: Another part where you're part of a group of people
• 33:29
  Speaker 2: that built the home for a homeless person and we
• 33:31
  Speaker 2: named the home Gimme Shelter. Like whenever it comes down
• 33:34
  Speaker 2: to like thinking about that, that's where I go.
• 33:37
  Speaker 1: Good, Yeah, it makes sense to me. What's your favorite
• 33:40
  Speaker 1: vacation Nevas, West Indies? Yes, right, I remember that.
• 33:45
  Speaker 2: It used to be Hawaii, but Nevas is you know,
• 33:47
  Speaker 2: you find the Saint Kids take a boat over to
• 33:49
  Speaker 2: Neivas hasn't changed in our lifetimes and we just go
• 33:53
  Speaker 2: and hang out. People are really nice.
• 33:55
  Speaker 3: We just love it.
• 33:56
  Speaker 1: The O man. All right, that's probably way cool. So
• 34:00
  Speaker 1: all said and done, we all have labels. Right, So
• 34:04
  Speaker 1: you've accomplished a ton in your career, but now you're grandpa.
• 34:09
  Speaker 1: What's it like being that?
• 34:11
  Speaker 2: Yeah, well I'm grand Bob. That's my name, right, So
• 34:13
  Speaker 2: I think let me have it. Oh really, that's perfect
• 34:16
  Speaker 2: Texas version. You know, like Jim Bob, it's going to
• 34:18
  Speaker 2: be Grandbob, Grandbob. The older you get, the more you
• 34:21
  Speaker 2: focus on how do you help other people? So whether
• 34:24
  Speaker 2: I'm consulting, like how do I help someone else unlock?
• 34:28
  Speaker 2: That's really satisfying. How do I help an idea germinate
• 34:32
  Speaker 2: so it helps someone else with a client that's awesome?
• 34:35
  Speaker 2: And the same thing with the kids, how do we
• 34:37
  Speaker 2: help them become just good people who.
• 34:39
  Speaker 3: Cares what they do?
• 34:40
  Speaker 1: I just care.
• 34:40
  Speaker 2: Are they going to be good people that respect people
• 34:43
  Speaker 2: and go along life the right way? If they do,
• 34:46
  Speaker 2: we're so blessed, And if they don't, we'll be there
• 34:49
  Speaker 2: for them anyway.
• 34:51
  Speaker 1: Well, Bob, as usual, you're leading the way I'm grandfathering
• 34:55
  Speaker 1: on just making it happen on the book, which is
• 34:59
  Speaker 1: so this is so needed right now. We have a
• 35:02
  Speaker 1: lot of people that are afraid, right they're scared of
• 35:05
  Speaker 1: it or unsure about it. So I'm giving this to Emily.
• 35:09
  Speaker 1: She's got to read this because she's brought to me
• 35:11
  Speaker 1: that idea that maybe I'm a little afraid of it
• 35:14
  Speaker 1: or it's going to take my job. So we'll make
• 35:16
  Speaker 1: sure she reads it, and we'll get you connected into
• 35:18
  Speaker 1: our system on the real Chemistry team, because obviously we're
• 35:22
  Speaker 1: doing a lot of work in that space, transforming both
• 35:26
  Speaker 1: our population and our clients to embrace the tech and
• 35:29
  Speaker 1: get the most out of it, which has always served
• 35:31
  Speaker 1: us both.
• 35:32
  Speaker 3: Well cool well Jim, thanks for.
• 35:34
  Speaker 1: Having me on. Hey everyone, thanks for watching. I really
• 35:38
  Speaker 1: appreciate that you take the time to listen to this
• 35:40
  Speaker 1: and tune in, so please subscribe, follow I've got a
• 35:45
  Speaker 1: lot of amazing guests. You're going to learn a lot,
• 35:47
  Speaker 1: and you're going to feel a lot better because you
• 35:49
  Speaker 1: did it.